Joe?s Silver Rocket to Tokyo

If we mentioned a coffee retailer that was opening a flagship location in Tokyo, making deals with upscale grocers in Los Angeles and getting nods from Olympic gold medalists and superstar surfers, your first thought might be a company that rhymes with “Shmarshmucks.”

That would be a good guess, but it would be wrong.

The right answer is actually Silver Joe’s Coffee Co. of Fort Smith. It is already the official coffee for Airstream Inc., the maker of the iconic silver travel trailers.

Now the company is wrapping up deals to have its wares stocked in about 50 retail outlets in New York and California, will be opening a café in Tokyo and is ramping up to launch an interactive Web site where users can upload stories and photos of their outdoor adventures.