Patricia, Everyday, and Assembly are all multi-roaster cafes with clear-cut ideas of their quality expectations. With Melbourne being the flourishing specialty coffee market that it is, cafes are spoilt for choice when it comes to quality coffee suppliers, and with more and more boutique roasters popping up it’s hard to pick just one – and as a result, fewer people are doing so. Rather than following the standard multi-roaster model of purchasing retail bags from their coffee suppliers to then resell, these cafes have instead designed their own packaging that they use to repackage their suppliers’ coffee. For Assembly, the decision to repackage their coffee was done with the intention of curating the information given with the coffee. Another positive of repackaging meant that they are able to dictate size, allowing portions meant to brew only one or two cups to be sold, the goal of which is “to encourage using fresher roasted coffee at home, or trying a few different things, instead of a big bag of just one,” according to Ms.
At Everyday, three of the co-founders had all previously worked for the flagship stores of various roasters, and so when it came to opening their own store, the opportunity to represent multiple roasters was an exciting possibility. For Patricia, one of the first in Melbourne to present multiple roasters in their own custom packaging, their reasoning is, of course, similarly quality focused.
For all three of these businesses, their custom packaging is the end result of a neat intersection of design aesthetic and quality coffee offering, and its success is an indication of the positive progression of specialty coffee in Melbourne so far. Josh Wismans is a working barista at Colectivo Coffee in Milwaukee, Wisconsin, and winner of the 2014 North Central Region in the United States Barista Championship circuit.
When I first started working at a shop, it was a suburban teenager thing, working at the coffee shop we’d hang out at in high school. What it really did is solidify “Alright, I’m doing coffee.” I’m really interested in cooperative economics and alternative business models, and I was back and forth with that, thinking of doing urban agriculture stuff. What has been the most striking thing for you about going to coffee origin for the first time? When you’re into coffee, you do a lot of research, but getting to see it visually tangibly demystifies origin.
Coming here, you realize that we’re all real professionals working together, and that origin is the most important part of the chain. There’s a lot of established players, and everyone has their markets they work, but across the board a lot of people are pushing for more specialty coffee.
You’ve done a fair amount of travel, what’s the biggest difference for you between US coffee and other countries you’ve noticed? The similarities struck me most, there’s a lot of communication between coffee professionals in Europe and professionals elsewhere.

I’ve loved my time in the cafe, being a barista, but I want to go back in the chain of coffee, towards the international side, the roasting side. This is a hotly debated topic, how much info you have to give to customer or judge—what I took away from the judges is that everything has to come back to why does it taste a specific way.
Here’s some key takeaways from that conversation, including confirmed plans for upcoming Stumptown Coffee expansion into the Washington DC and Austin, Texas markets. Grimm Blue Bottle Coffee Pops Up In Jiyugaoka, Expands To RoppongiNovember 13, 2015 By Jordan Michelman In Rio De Janeiro, Cafe Secreto Leads The Way For CoffeeJanuary 26, 2016 By Paulo Pedroso Cleveland, Hello!
In times past, this could have been seen as untrustworthy or non-transparent, however these days it’s actually an implication of trust and respect between the cafe and roaster. As Assembly’s Christina Trabucco explained to me, “Our aim is to focus our customers attention on origin. Speaking to Mark Free of Everyday, part of their reasoning behind custom packaging is similar to Assembly’s: to focus on what the coffee is, where it came from, and why it’s special. As Pip Heath of Patricia explains, “We decided to use multiple roasters because we like them and wanted to show people what a good job they’re doing. As Mark of Everyday outlined, “There was a time when seeing a roaster’s presence in a venue or even a certain type of espresso machine on the bench was a way of discerning quality before drinking. While it’s important to highlight the roaster’s hard work, it’s also refreshing to have the focus brought back to the coffee itself, where it’s come from, the many steps that brought it here, and the flavour notes that keep us coming back. His victory earned him a spot on a Cafe Imports origin trip to Ecuador, a prize given to US regional and national winners and the World Barista Champion. I had competed once before, had started to get involved, and got to know a lot of established professionals. I tried to figure out getting an internship at origin, but wound up doing a humanitarian internship in Haiti.
People are loyal to places like Colectivo (it’s been around for 20 years), everyone knows them as an institution. Once everyone gets to the same global standard, in the next few years, I think you’ll see people going in a lot of different directions. You do learn so much though doing it at the United States Barista Championship level; this was my first USBC. For my sig drink, I didn’t go into enough detail about how the aromatic component was going to affect the experience of the beverage versus just letting the judges experience it.

By not being tethered to just one supplier, cafes are able to purchase coffee purely based on quality rather than any kind of brand loyalty.
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People know what co-ops and farms are kind of, customers have a vague idea of the things we talk about.
Milwaukee can be pretty insular, with a lot of loyalty to companies, so it’s good to see the established brands pushing it quality too and people opening up to it.
It seems like right now a lot of the differences come from shop design, with products being similar. For us, it just means to continue to grow but finish the year and get into the holiday season. With this, customers are given a more diverse offering and, on the flipside, roasters aren’t able to rest on their laurels – significantly upping the stakes both in customer education and roaster innovation and quality control. Free told me, “with the name of the coffee handwritten or stamped somewhere inconspicuous on the back. Almost 4000 square metres of floor space houses the greatest range and stock levels in the country. In regionals, I scored really high on professionalism, and explaining my theme—I chose to focus thematically on how flavor is constructed in taste and aroma, instead of just the story of the coffee. Our bags show the name of the coffee and what it tastes like first and foremost, with unobtrusive branding, while crediting the roasters on the back of the bag. Bought a sample roaster, got a business plan together, got a loan, and started Yes Coffee Roasters.
I was far heavier on the sensory and thematic. At the USBC they wanted more info on the coffee specifically.

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