From Fargo to the Mountains: The Journey that Inspired Raven Rising, LLC (redux)

From Fargo to the Mountains: The Journey that Inspired Raven Rising, LLC


Steven Peterson, the founder of Raven Rising, LLC, has been passionate about the outdoors since childhood. Born and raised in Fargo, North Dakota, one of the flattest places on Earth, he found solace in exploring the wilderness and engaging in various activities that connected him with nature. In this blog post, we’ll explore Steven’s personal journey, how he overcame obstacles to pursue his passion, and how that passion eventually led him to create Raven Rising, LLC, a company specializing in rope access, rope rescue, ski patrol, and search and rescue equipment.

A Childhood Fascination:

Steven’s love for mountain sports and rope rescue began in his early years. He learned to cross-country ski around the house at the age of three and went rappelling in ninth grade. His room was decorated with maps of Everest and Denali, and his mother gifted him a Powder Magazine subscription every year for Christmas.

Taking the First Steps:

Despite the geographical limitations, Steven was determined to experience the mountains and their allure firsthand. He got his first mountain bike and immersed himself in camping, wilderness adventures, and backcountry skills through Indian Guides, Cub Scouts, and Boy Scouts. At 13, he participated in annual church trips to Bridger Bowl, Montana, where his fascination with mountains only intensified.

Finding Inspiration and Mentorship:

As a teenager, Steven worked at a local ski shop where he learned how to wax, tune, and repair skis. The shop owner, an avid skier with stories of skiing major peaks in the 60s, 70s, and 80s, became a mentor and inspiration. He helped Steven pick out the best gear for his eventual move to the mountains.

Chasing the Dream:

Steven sent job applications and resumes to every ski resort in the United States, and even took a 52-hour bus ride each way to attend a job fair in Crested Butte, Colorado. Although he wasn’t hired at the event, he attended the world premiere of the ski movie “The Hedonist” by Matchstick Productions, which only fueled his passion.

A Life-Changing Call:

On Thanksgiving Day, Steven received a life-changing call from Rob Dubbs, the general manager of Levinskys Pizza in Big Sky, Montana. Ecstatic, he packed his bags and headed to Big Sky, embarking on an incredible winter adventure that changed his life.

The Crested Butte Chapter:

At 21, Steven moved to Crested Butte, Colorado, where he began working as a chef. In his free time, he pursued rock climbing, hiking, and skiing, further deepening his love for the mountains. Over the years, he worked on the Mountain Safety team in the ski patrol department of Crested Butte Mountain Resort and volunteered with the Crested Butte Search and Rescue team. Later, he attended Western State College, whose mascot, fittingly, was “The Mountaineers.”

The Birth of Raven Rising:

Inspired by his experiences in the mountains and his work in mountain safety and search and rescue, Steven founded Raven Rising, LLC on Christmas Day, 2015 as an import company for Tequila, Coffee, and Chocolate from Mexico to the United States. The name Raven Rising was inspired by the raven, a powerful symbol of resilience, courage, and transformation. Steven believed that like the raven, his company was all about adaptability, transformation, and the ability to rise above any challenge.

The Expansion of Raven Rising:

In 2016, Raven Rising began developing its own Mexican Coffees under the Raven Rising brand. Steven’s love of coffee shops, which began in his teenage years, inspired him to create products that reflected the unique flavors and culture of Mexico, while also promoting fair trade and sustainable harvesting practices. He wanted to ensure that the coffee not only tasted great but also had a positive impact on the environment and the farmers who grew it.

To create the perfect logo for Raven Rising, Steven reached out to Nate Kubes, a talented artist from Gunnison, Colorado, who had previously created the Raven Rising logo for him back in 2009. Nate created a striking design that featured a black raven with outstretched wings, and was used as the SPI (Steven Peterson Investigations) logo until launching Raven Rising in 2015. The logo ownership was transferred to Raven Rising during the acquisition and merger of Peterson & Peterson, LLC. This logo became a symbol of Raven Rising’s values of adaptability, transformation, and resilience.

Steven Peterson Investigations Raven Rising Logo 2009 Nate Kubes
Original Steven Peterson Investigations “Raven Rising Logo” 2009 by Nate Kubes

But Steven felt that the logo needed a personal touch, so he asked Lila Zellet, a friend and coffee shop owner from Al Mosh Arriba in Mexico City, to make some modifications. Lila, who was known for her love of dark Arabian and Turkish coffee, added her own flair to the logo, giving it a unique and exotic feel.

Today, Raven Rising, LLC continues to evolve and expand its offerings. is now a Rope Access and Rope Rescue Equipment dealer, and in the near future, the company plans to introduce its own line of Mexican Coffees and Chocolates that are sustainably harvested and Fair Trade certified. While the coffee and chocolate products are still in development, Raven Rising is committed to ensuring that they reflect the company’s values of quality, sustainability, and social responsibility.

As a symbol of Steven’s passion and commitment to promoting environmental awareness, social justice, and the beauty of nature, Raven Rising, LLC remains dedicated to providing high-quality products that reflect the unique flavors and culture of Mexico while also making a positive impact on the world. The enduring symbol of the raven reminds us that we can always rise above our challenges and find a way to soar, just like Raven Rising, LLC.

SJP, Founder Raven Rising, Established in 2015

Key points, Raven Rising Logo 2009 and Import Company Raven Rising aka Raven Rising, LLC created December 2015

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