Exhibiting at Melbourne International COFFEE EXPO (MICE) 2025

Reuben Hills is a pioneering specialty coffee roaster, café, and wholesaler located in the heart of Surry Hills, Sydney. Since opening its doors in 2012, the company has gained national recognition for its progressive approach to sourcing, roasting, and serving high-quality coffee, with a distinct focus on Latin American producers and an integrated café-roastery model that connects customers directly to origin stories.

Core Business and Offerings

Reuben Hills operates as a specialty coffee roaster, café operator, and wholesale supplier, offering ethically sourced beans, café service, and a curated retail experience. With deep relationships in origin countries and a robust wholesale program, Reuben Hills continues to serve both local coffee drinkers and business clients across Australia.

Product Lineup

The company’s diverse and quality-centric offerings include:

• Espresso Coffees:

  • House Blend – Crafted for milk-based beverages with chocolate, caramel, and fruit notes.
  • The O.G. Blend – A dynamic, fruit-forward blend designed for espresso lovers seeking brightness and clarity.

• Filter Coffees:

  • Ethiopia, Gerbota – Washed process with floral aroma and citrusy acidity.
  • Peru, Lito Cubas Oliviera – Structured body with sugar cane sweetness.
  • Colombia, José Elcias Martinez Guzman, AAA – Full-bodied and complex with red fruit and spice.

• Subscription Club:

  • A rotating, seasonally curated coffee delivery service tailored to espresso or filter preferences.

• Brew Gear:

  • Hario V60 Craft Coffee Maker
  • Hario V60 Paper Filters
  • Hario Ceramic V60 2 Cup
  • Aeropress Filters and accessories

• Merchandise:

  • Branded apparel, tote bags, and accessories reflecting Reuben Hills’ minimalist urban aesthetic.

• Gift Cards:

  • Digital and physical gift options for both online and in-store use.

Each product is designed to reinforce the brand’s ethos of quality, transparency, and consumer education.

Specialisation and USP

Reuben Hills distinguishes itself through its origin-led sourcing strategy, with a strong presence in Central and South America. Founder Russell Beard and the sourcing team travel regularly to origin countries, forming long-term relationships with producers and purchasing directly to ensure traceability and fair pricing.

Key differentiators include:

• On-site roastery and café integration for full transparency and customer engagement.
• A focus on experimental lots and micro-lots with unique processing techniques.
• Educational experiences—public cuppings, barista courses, and origin content for deeper coffee literacy.
• Café menu inspired by Latin American street food, offering an immersive experience that connects flavor to culture.

Target Market

Reuben Hills targets:

• Specialty coffee drinkers interested in traceability and seasonal variety.
• Hospitality partners seeking a reliable, high-quality wholesale roaster.
• Home brewers and professionals looking for top-tier beans and brew equipment.
• Conscious consumers who value ethical sourcing and origin stories.

Capabilities

Reuben Hills has developed strong capabilities across its operations:

• Roasting Facility – Located on-site in Surry Hills, allowing for small-batch and profile roasting.
• Café Operations – The flagship café serves as both a retail space and coffee education hub.
• Wholesale Supply – Extensive partner network with support for equipment, training, and logistics.
• E-commerce – Nationwide delivery of beans, gear, subscriptions, and merchandise.

Certifications and Compliance

While Reuben Hills does not promote third-party certifications like Fair Trade or Organic, their direct sourcing model emphasizes:

• Ethical pricing and sustainability
• Long-term producer relationships
• Traceable supply chains
• Support for experimental processing methods and quality premiums

They partner with importers and cooperatives that align with these standards, prioritizing impact over certification.

Financial and Operational Insights

As a privately owned company, Reuben Hills does not release financials. However, the brand's longevity, steady growth, and consistent expansion of offerings indicate a sustainable and profitable business model. Their multi-channel presence—retail, wholesale, and online—diversifies revenue and supports resilience.

Operational strengths include:

• High product turnover due to seasonal menu rotation
• Streamlined inventory aligned with roast-to-order model
• Strong customer retention through subscriptions and café engagement

Shipment and Export Data

Reuben Hills primarily serves the Australian market, offering fast, nationwide shipping for retail and wholesale orders. While there are no significant international exports listed in databases such as Volza or ImportYeti, the brand’s packaging, sourcing practices, and online infrastructure position it well for future global distribution.

Customer Testimonials

“Reuben Hills delivers coffee that’s always consistent, flavorful, and unique. Their O.G. Blend is a staple in our café.”
— Wholesale Partner, Sydney

“Their filter selections are among the best in the country—every brew tells a story.”
— Home Brewer, Melbourne

“Visiting the café is an experience in itself. The coffee, the food, the space—it’s all exceptional.”
— Café Patron, Surry Hills

Major Achievements

• Among the first Australian roasters to focus on direct trade from Latin America
• Recognized in Broadsheet, Time Out, and Good Food as one of Sydney’s best cafés and coffee roasters
• Pioneered origin storytelling in retail with detailed cards and in-store education
• Developed a leading wholesale program supporting cafés across New South Wales and beyond
• Sustained a strong brand identity for over a decade through transparency, design, and community involvement

Reuben Hills continues to lead by example in Australia’s specialty coffee movement—blending quality, ethics, and culture into a powerful and enduring coffee experience.