Perfecto Coffee – Perfecting gourmet brews and reaching out to the community, one cup at a time

MURRIETA, Calif. — When Murrieta resident and retired Marine Bruce Long started Perfecto Coffee his goals were simple. He wanted to provide consistent, affordable, accessible, and great-tasting coffee to his customers while supporting his community and other veterans. With much help from his tight, close-knit family and many friends and supporters, he is doing just that.

Based on online reviews from his many loyal consumers and others who have sampled his hot and cold coffee offerings, it would appear that Perfecto Coffee is well on its way to being a successful and well-known business throughout the Inland Empire and beyond.


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Long, who is originally from Montgomery, Alabama, and proudly served his country as a military police officer in the Marine Corps for fifteen years, has a bachelor’s degree in Organizational Leadership from the University of Louisville, a Masters in Business Administration from the University of Phoenix, and a Masters in Human Resources Administration from Central Michigan University. 

With a business model based on “Simple Is Better”, Long recently told RCNS, “Perfecto Coffee is designed to bring gourmet coffee much closer to the consumer.”

To make ordering simple, Perfecto Coffee offers one cup size (12oz), with ten hot drinks, eight cold drinks, two milks, and three flavors; with each cup costing $5, regardless of the customer’s drink choice.

“This method expedites orders by simplifying the ordering process for our consumers,” explained Long. 

“The products we offer are freshly made hot or cold gourmet coffee, made from freshly roasted whole and ground beans,” said Long; adding that Perfecto also offers biscotti and other treats to go along with their delicious brews.

“We wanted to utilize locally-sourced beans that are fresh,” Long continued; adding that his coffee beans are purchased by consumers throughout the country. “That’s one of the key components to Perfecto Coffee – we get all our ingredients locally.”

“That’s really what Perfecto Coffee is, it’s consistent, it’s affordable, it’s accessible, and it’s great-tasting coffee,” Long said of Perfecto’s coffee offerings; adding Perfecto’s coffees are made by a fully automated, commercial-grade espresso machine.

“This helps Perfecto produce a customized, but consistent, cup of coffee each visit,” explained Long, who was recently featured by San Diego & Imperial Small Business Development Center Network as a Black History Month success story.

Long says Perfecto Coffee is now working on perfecting a mobile application that saves each customer’s customized brew recipe, exactly the way they like it.

“Therefore, our machine can produce the consumer’s drink the way they enjoy it, regardless of the barista on staff who serves them.”

Despite being a minority-owned and operated business, Perfecto Coffee Founder and CEO Bruce Long says he has recently come under fire for his company’s logo, which he says is representative of Perfecto’s goal of “a perfect cup of coffee, every time.”

About his company’s logo which has recently caused some controversy and concern, Long said he has received unwarranted and unexpected “blow-back” from some in the community, who see Perfecto’s “perfect” hand sign logo as a symbol of “White-Power”.

“Despite what some may think, our trademarked logo simply stands for perfection and is a representation of our entire company,” Long explained.

“That is what we here strive for at Perfecto Coffee, a perfect cup of coffee, every time,” Long continued. “We have spent countless hours perfecting our coffee recipes, our business model, and our processes to represent the Perfecto name and brand.”

“The customers who know us understand that this has nothing to do with our company and continue to support us,” Long said; adding, “I’d really like to thank my fellow veterans and our community for coming out with their families to support a fellow veteran-owned and minority-owned small business.”


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In addition to providing delicious gourmet coffee to their consumers, Perfecto also supports local food banks, hospitals and medical offices, law enforcement officers and first responders, as well as the “I am a Promise” book organization.

“Perfecto Coffee believes in giving back to the community,” Long explained; saying two of his biggest driving factors are “giving back to the community and those who have given to us,” as well as providing outreach resources to other veterans.

“My time in the Marine Corps really embodied me and made me into what I am today,” Long explained. “If there are any veterans out there that I can help in any way, I’ll do anything I can. And if I can’t help them I’ll point them in the right direction.”

Long’s Perfecto Coffee mobile kiosk can be found wherever consumers can conveniently enjoy gourmet coffee, such as parks, sports games, fairs, conventions, local churches, and other events throughout Murrieta and Temecula, as well as the Southern California region. To learn more about Perfecto Coffee and see their upcoming scheduled locations, check them out on Facebook and Instagram.

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Contact the writer:

Trevor Montgomery, 49, moved in 2017 to the Intermountain area of Shasta County from Riverside County and runs Riverside County News Source (RCNS) and Shasta County News Source (SCNS).

Additionally, he writes or has written for several other news organizations; including Riverside County-based newspapers Valley News, Valley Chronicle, Anza Valley Outlook, and Hemet & San Jacinto Chronicle; the Bonsall/Fallbrook Village News in San Diego County; and Mountain Echo in Shasta County. He is also a regular contributor to Thin Blue Line TV and Law Enforcement News Network and has had his stories featured on news stations throughout the Southern California and North State regions.

Trevor spent 10 years in the U.S. Army as an Orthopedic Specialist before joining the Riverside County Sheriff’s Department in 1998. He was medically retired after losing his leg, breaking his back, and suffering both spinal cord and brain injuries in an off-duty accident. (Click here to see segment of Discovery Channel documentary of Trevor’s accident.)

During his time with the sheriff’s department, Trevor worked at several different stations; including Robert Presley Detention Center, Southwest Station in Temecula, Hemet/Valle Vista Station, Ben Clark Public Safety Training Center, and Lake Elsinore Station; along with other locations.

Trevor’s assignments included Corrections, Patrol, DUI Enforcement, Boat and Personal Water-Craft based Lake Patrol, Off-Road Vehicle Enforcement, Problem Oriented Policing Team, and Personnel/Background Investigations. He finished his career while working as a Sex Crimes and Child Abuse Investigator and was a court-designated expert in child abuse and child sex-related crimes.

Trevor has been married for more than 30 years and was a foster parent to more than 60 children over 13 years. He is now an adoptive parent and his “fluid family” includes 13 children and 18 grandchildren.

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