Criteria Coffee is a Melbourne-based specialty coffee roastery and educational hub founded by award-winning barista and coffee professional Craig Simon. Positioned at the intersection of quality, innovation, and inclusivity, Criteria Coffee is widely respected not only for its roasted coffee but also for its unique role as a co-roasting and coffee education facility—empowering aspiring roasters and coffee entrepreneurs throughout Australia.
Core Business
Criteria Coffee operates a multi-functional business model that includes:
- Specialty-grade coffee roasting for espresso and filter
- Wholesale and direct-to-consumer coffee sales
- Coffee education and training workshops
- Co-roasting services and shared production space for independent roasters
- Coffee consultancy for café operators, baristas, and green buyers
The company blends commercial roasting operations with industry knowledge sharing, making it a cornerstone of Australia’s coffee education ecosystem.
Product and Service Offerings
Espresso Coffees
- The Crowd Pleaser Espresso Blend – Crafted for versatility and consistency, ideal for milk-based drinks and traditional espresso
- Nebula Espresso Blend – A more complex blend for adventurous palates, featuring bright acidity and fruit-forward layers
Filter Coffees
- Sumatra Aceh Gayo – Earthy, spiced, and full-bodied, showcasing Indonesian terroir
- Costa Rica Volcan Azul Typica (Washed) – Clean, floral, and structured
- Costa Rica Volcan Azul Typica (Red Honey) – Sweet, syrupy, and layered with red fruit notes
These coffees are sourced from traceable farms and microlots, with a focus on seasonal freshness and processing diversity.
Coffee Subscriptions
- Customizable Subscription Plans – Espresso or filter, flexible frequency
- Ideal for home brewers and workplaces looking for quality, convenience, and consistency
Educational Courses
- Barista Skills Training – Foundation to advanced techniques for espresso and milk preparation
- Roasting Workshops – From introductory sessions to advanced profile development
- Cupping & Sensory Evaluation – Structured tastings designed to build sensory vocabulary and product understanding
Co-Roasting Services
- Shared Roasting Space – Access to professional roasting equipment for startups and micro-roasters
- Mentorship and Support – Onboarding, quality control, and growth consulting
This model offers independent roasters a cost-effective and professional environment to grow their operations without upfront capital investment.
Specialisation and USP
Criteria Coffee is uniquely positioned due to:
- Founder Expertise – Led by Craig Simon, an Australian Barista Champion and licensed Q Grader with over two decades of industry experience
- Co-Roasting Innovation – One of the first facilities in Australia to provide co-roasting space, mentorship, and shared resources for other coffee brands
- Education-First Approach – Deep commitment to upskilling the coffee industry through structured programs and accessible learning
- Sourcing Transparency – Strong relationships with producers and importers ensure ethically sourced, high-quality green coffee
The combination of quality roasting and educational excellence makes Criteria a pivotal player in the specialty sector.
Financial Performance
While Criteria Coffee does not publish financial reports, business strength is indicated by:
- Steady growth in wholesale partnerships across Melbourne and nationally
- High utilization of co-roasting space by emerging coffee brands
- Robust direct-to-consumer operations through subscriptions and online sales
- Reputation-led expansion driven by Craig Simon’s industry stature and the company’s role in professional training
Their hybrid business model supports diversified and sustainable revenue streams.
Shipments and Distribution
- Domestic Fulfillment: Nationwide shipping of coffee subscriptions and retail orders
- Wholesale Network: Supplying cafés and offices throughout Australia
- Co-Roasting Distribution: Enabling multiple brands to roast and ship under their own labels
Export activity is minimal, as the company maintains focus on education, local roasting, and quality assurance.
Target Market
Criteria Coffee targets:
- Independent cafés and hospitality businesses
- Home brewers seeking curated, high-quality coffee
- Aspiring coffee professionals and roasters
- Startups looking for co-roasting support
- Coffee educators and competition-level baristas
Their platform serves a wide spectrum—from enthusiasts to industry leaders.
Capabilities
- State-of-the-art Roastery equipped for precision profile development
- Q-Grader Certified Leadership ensuring sensory quality control
- Training Facility with barista workstations, cupping lab, and lecture spaces
- Community Engagement via public tastings, events, and industry collaborations
- Online Sales Infrastructure supporting subscriptions and e-learning
Certifications and Compliance
- Q Grader Certification (Craig Simon) ensures cupping and quality control standards
- Ethical Sourcing Practices via partnerships with importers focused on transparency and traceability
- Food Safety Compliance per Australian standards
While not certified organic or Fairtrade, their direct and ethical trade values align with industry best practices.
Customer Testimonials
“Criteria’s educational workshops completely changed how we train staff—practical, detailed, and inspiring.” – Café Manager, Melbourne
“I started my roasting brand using the co-roasting space and mentorship at Criteria. It gave me access to professional tools I couldn’t afford starting out.” – Independent Roaster
Major Achievements
- Founded by Craig Simon, one of Australia’s most respected coffee professionals
- First-of-its-kind co-roasting facility in Victoria, supporting dozens of micro-roasters
- Developed a nationally recognized barista training program
- Trusted wholesale supplier to specialty-focused cafés
- Known for sourcing exceptional lots and presenting them with clarity and precision
