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.
Verve Coffee unionization
Coverage of unionization efforts at Santa Cruz-founded Verve Coffee Roasters.
Posted inFood & Drink
Verve Coffee to pay nearly $200K to San Francisco workers after city probe finds health fund violations
Santa Cruz-based Verve Coffee Roasters will pay nearly $200,000 to current and former employees at its San Francisco café after a city investigation found the company failed to follow a local health care law for three years. The settlement comes as Verve faces growing labor scrutiny, including recent union votes and controversy over a now-removed service fee tied to employee benefits.
Posted inFood & Drink
Verve Coffee workers vote to unionize at three cafés
Employees at three Verve Coffee Roasters cafés, in Santa Cruz and San Francisco, voted unanimously to unionize, citing low wages, inconsistent hours and a desire for more workplace input.
Posted inBusiness & Technology
In high-cost Santa Cruz County, a generation of young workers increasingly turns to unions
Young local workers once viewed service jobs as temporary steppingstones. Now, more than 80% told UC Santa Cruz researchers that they are open to unionizing, motivated by both economic pressures and a broader vision of workplace democracy.
Posted inFood & Drink
Verve Coffee workers in Santa Cruz, San Francisco push to unionize on Labor Day
Workers at three Verve Coffee Roasters cafés in Santa Cruz and San Francisco announced a union drive on Labor Day, demanding higher wages, stable hours, health benefits and more respect from management.