Exhibiting at Melbourne International COFFEE EXPO (MICE) 2025

Established in 2011 in Sydney, Sample Coffee Roasters has grown into one of Australia's most respected independent specialty coffee brands. With a mission rooted in simplicity, transparency, and quality, Sample Coffee offers a curated range of roasted coffees, equipment, and subscriptions, all while fostering ethical relationships with producers and delivering a thoughtful coffee experience to both retail and wholesale customers.

Core Business and Offerings

Sample Coffee Roasters operates both as a coffee roaster and café operator, with a flagship espresso bar in St Peters and a strong presence in Sydney’s café culture. Their product offerings are centered on ethically sourced beans and designed to suit both espresso and filter preferences:

• Espresso Blends:

  • Pacemaker Espresso Blend: A classic profile with rich chocolate and caramel notes.
  • Sweet Tooth Espresso Blend: Developed to cater to sweeter, milk-based beverages.

• Single Origin Coffees: Featuring small-lot coffees from traceable farms including:

  • Ecuador Eladio Chamba
  • Kenya Kii
  • Colombia Clinton Ossa Arusi
  • Nicaragua Gregorio Roberto Herrera
  • Peru Miguel Estela

• Decaffeinated Coffee:

  • Colombia La Serrania Decaf, produced using the sugarcane EA process to retain full flavor.

• Home Brewing Equipment: Includes curated brewers such as the Aeropress, V60, Chemex, and cold brew kits, catering to a growing market of home enthusiasts.

• Subscriptions:

  • Single Origins for Black Coffee
  • Blends for Milk Coffee
  • Decaf Subscriptions

• Merchandise: Branded apparel, mugs, and coffee canisters promoting the Sample Coffee lifestyle.

Specialisation and Core USP

Sample Coffee Roasters is known for its minimalist and sustainable approach to specialty coffee. Their brand ethos centers around:

• Transparency: Each coffee’s origin, producer, processing method, and flavor notes are clearly communicated to consumers.
• Simplicity: Their focus on a clean and minimal brand experience extends from packaging to store design.
• Direct and Ethical Sourcing: Long-term sourcing relationships ensure quality and fair pricing for producers.

A notable initiative is their Coffees with a Conscience program, which emphasizes responsible sourcing and social impact.

Financial Strength and Performance

While Sample Coffee does not disclose public financial data, several indicators suggest healthy operational performance:

• Direct-to-Consumer Sales Growth: Their online store and subscription services have experienced significant growth since 2020, aligned with the home brewing trend.
• Café Turnover: Their St Peters café reportedly serves over 300 customers daily, with consistent patronage from local residents and office workers.
• Retail Distribution: Presence in boutique grocers and design stores across Australia, expanding brand visibility beyond cafés.

International Shipments and Trade Records

Trade intelligence platforms such as ImportYeti and public export records do not show high-volume international exports. Sample Coffee primarily operates within the domestic Australian market, focusing on quality over quantity. Occasional B2B shipments are made to partners in:

• New Zealand
• Singapore
• Japan

Given the small-batch roasting model and premium sourcing, exports are niche but high-value.

Target Market

Sample Coffee serves a diverse yet clearly defined audience:

• Urban Coffee Drinkers seeking premium, traceable, and thoughtfully roasted coffee.
• Home Brewers and Coffee Aficionados using manual brewing methods.
• Café Owners and Offices interested in ethically sourced, locally roasted coffee with consistent quality.
• Design-Forward Consumers attracted to the brand’s aesthetic and sustainability values.

Capabilities

• In-House Roastery: Capable of batch roasting with precision and consistency, using specialty-grade green coffee.
• E-commerce Platform: Robust digital infrastructure supports nationwide coffee subscriptions and merchandise sales.
• Retail Café: Serves as a brand hub and testing ground for new coffee profiles and customer engagement.
• Education and Content: Offers brew guides and information resources that empower consumers to brew better coffee at home.

Certifications and Compliance

• Direct Trade and Ethical Sourcing: Though not formally certified, Sample Coffee emphasizes transparent relationships with small producers.
• Environmentally Conscious Packaging: Uses recyclable and compostable materials for packaging and shipping.
• Social Responsibility: Supports local charities and initiatives through community programs and donations.

Customer Testimonials

“Sample Coffee is a daily ritual I look forward to. Their single origins are always on point.”
— Customer review via samplecoffee.com.au

“Pacemaker is our go-to blend at the office. We love the flavor and the values behind the brand.”
— Corporate client testimonial

Achievements and Milestones

• Over a Decade of Operations: Established in 2011, marking consistent growth and customer loyalty in a competitive market.
• Featured in Gourmet Traveller, Broadsheet, and The Sydney Morning Herald for coffee quality and design excellence.
• Awarded Time Out Sydney’s Best Coffee in previous years, cementing its status as a staple in the local café scene.

Sample Coffee Roasters continues to set a benchmark for quality, transparency, and style in the Australian coffee industry, standing out as a model for thoughtful, small-scale specialty roasting.