Our business approach: respect, honesty, fun
We’re here to share exceptional coffees, but not in any possible way. We’ll only do it when it’s fair for everyone involved. Plus, we’ll add value, challenge assumptions, and have some fun along the way.
These ideas drive our business beyond the beans—from logistics to communications and daily interactions:
- Do your best with what you have, lead by example, talk honestly and humbly
- Practice respect and generosity
- Leave the lowest footprint without compromising on quality
- Don’t forget to have fun
Keep reading to learn about what actions we’re taking in each field, or head to our coffee philosophy to see what makes our coffee Sample Coffee.
Transparency and accountability:
Do your best with what you have, lead by example, talk honestly and humbly
We’re an independent company
Sample Coffee is not owned by investors or a larger brand group. We’re a founder and owner-operated company, and our sole purpose is to share delicious, ethically-produced coffee.
We're not a sustainable brand, but we aim for sustainability
Sustainability is ‘the ability to exist constantly’. If we take this definition as true, we don’t think the current coffee industry as a whole is sustainable. It often takes more than the planet and people can give, with its future compromised in many regions.
However, we believe there’s room for change, making sustainability a goal rather than a present achievement.
We're a certified B Corporation
B Corps are companies that follow ethical business practices to “benefit people, communities, and the planet. They choose long-term investments over quick wins, and measure their success based on the positive impact they create.” We’ve been part of this movement since 2019.
We publish annual transparency reports
We take the time to gather metrics, milestones and stories about each financial year’s operations: from green coffee to donations and difficult challenges. These summaries give our honest view about our daily trade—and what goes behind a cup of Sample Coffee.
We're open for ongoing feedback, conversations, and positive change
We’re always reflecting on our world and how we can meaningfully relate to it through coffee. And we can’t do this alone, so we’re always open to constructive ideas and ways to do better. Be part of our journey by sharing your thoughts via email or anonymous form.
Visit our B Corporation profile, browse our annual report index or read our latest edition:
Social impact:
Practice respect and generosity
Respect, diversity, inclusion and equal opportunities for all
Our space is for everyone (staff, customers, suppliers, neighbours) to feel welcome, safe, valued and supported. So we practice that daily, and we take strict action if it doesn’t go this way.
We take care of our staff, truly
We can’t expect to give an awesome product and service if the people who make it happen don’t feel good and valued. We appreciate our crew as much as anyone else in the coffee chain. And like so, we offer fair and transparent wages, stable shifts, flexibility and a decent place to work with coffee.
We support local, independent and responsible companies
+85% of our COGS (Cost Of Goods Sold) + non-labour expenses is spent with Australian companies and +70% with NSW-based businesses. 40% of our COGS is spent with purpose-driven suppliers, certified B Corporations. (Data from FY23/24 and 2025 B Corp certification)
We donate $ to social organisations
20 cents per coffee bag sold through our cafes, online shop and subscription go to our donation kitty. A portion goes to social organisations (like local support with Addi Road or digital literacy with Deadly Science).
We also donate time, space, and goods
From local schools to underdog athletes, community groups and local artists, we love to get involved to help make food things happen. If you think we could support your cause, whether that’s through beans, funds or our venues, please reach out, we’d love to chat.
Read our journal posts about social impact
Environmental impact:
Leave the lowest footprint without compromising on quality
Our coffee bean bags are home compostable certified
Our bags are made of plant-based materials verified by the Australasian Bioplastic Association. These decompose in worm farms, home composting and dedicated industrial facilities. So, it means we don’t rely on fossil fuel-based materials and the ever-changing plastic recycling industry.
Our cafes and roastery use renewable electricity
We have signed up to 100% GreenPower, a program that supplies power from renewable sources.
We roast with a Loring Kestrel S35
Our coffee roasting still works with gas. However, Loring is one of the most efficient machines in the market. According to the makers, it saves up to 80% in gas consumption and greenhouse emissions per roast cycle (compared to conventional roasters). A welcome upgrade from our previous, beautiful vintage Probat!
We support the use of reusable cups with a discount
Most people who get takeaway coffee do it in single-use cups, which creates a lot of unnecessary waste. We want to encourage less waste and a habit change with a $0.20 discount for each drink made in reusable BYO cups. (And for those who still don’t take it, we offer industrial compostable cups and lids.)
We donate $ to environmental groups
20 cents per coffee bag sold through our cafes, online shop and subscription go to our donation kitty. A part of it goes to an environmental cause (like native forest preservation and recovery with Carbon Positive Australia).
Check our journal posts about environmental action
One last note to self:
Don’t forget to have fun
We spend a lot of time around coffee. It’s our job and daily ritual.
Like any other, it has its exciting highs and confusing lows. And that’s OK. It’s important to remember that the net sum is positive. We get to try exceptional, diverse coffee, and connect with people who give a damn about it all—from producers to crew and coffee lovers.
So, here’s a little reminder for all of us to take it easy and have a good time.
