Quick Take
Sasha Pavy, a shy 24-year-old UCSC graduate, emerged as an unlikely leader of a successful unionization drive at three Verve Coffee Roasters cafés, rallying coworkers around higher wages, consistent hours and respect from management. After workers unanimously voted to unionize in September, Pavy was elected to represent the downtown Santa Cruz café in contract negotiations expected to continue through 2026.
When workers at three Verve Coffee Roasters cafés pushed to unionize this summer, 24-year-old Sasha Pavy emerged as a leader in the movement. In fact, the self-described introvert and barista at Verve catalyzed the drive, which was ultimately successful after earning unanimous support from employees at three cafés .
In late 2024, inspired by the unionization of employees at REI in Santa Cruz, Pavy reached out to a representative at a local chapter of United Food and Commercial Workers to explore a union bid at the Pacific Avenue café where she worked. In the months that followed, she rallied her coworkers to seek higher wages, more decision-making power, and consistent hours.
Kicking off a workers movement was a new experience for Pavy, a recent UC Santa Cruz graduate who describes herself as very shy. She has worked at the cafe for three years and never participated in any kind of collective organizing before, and the experience has changed how she sees herself.
“I didn’t think I was that kind of person,” said Pavy, her voice soft but direct. “I’m learning things about myself. I can be a leader. People want to have my opinion on things.”
In September, Pavy was one of about 30 Verve employees across three cafés — the Fair Avenue and Pacific Avenue cafés in Santa Cruz, and one coffeehouse in San Francisco — who presented owners Colby Barr and Ryan O’Donovan with a formal letter explaining their intent to unionize. The workers chose the Sept. 1 date because it fell on Labor Day, a holiday that honors workers and labor rights.
It was a powerful moment for Pavy, she said. Later that day at work, she included the letter in an end-of-day closing report. She looks back on that act as the culmination of a year of hard work. “I’m really happy that I got to be the person to do that,” she said.
Barr and O’Donovan did not voluntarily recognize the union. In September, workers at the three cafés cast ballots. Several workers chose to not vote, but everyone who did voted “yes,” said Pavy.
In the weeks that followed, Pavy’s coworkers elected her to represent employees of the downtown Santa Cruz coffeehouse in negotiations with Barr and O’Donovan, alongside representatives from the Fair Avenue and San Francisco cafés, and UFCW. So far, the bargaining committee has met once to discuss non-economic parts of the contract, like workplace rules and job security. The process is expected to last through 2026.
When the ink is dry on the new contract, it will solidify protections for Verve workers. Pavy said it’s fulfilling to be a part of the unionization, and she hopes it inspires other workers. “I hope our union will create a shift for other people who are considering doing something like this for themselves, their coworkers or their community,” she said. “It’s life-altering.”
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