Our approach to business: respect, generosity, fun
We’re here to share exceptional coffees, but only when it’s fair for everyone involved. Our goal is to add value, challenge assumptions, and have some fun along the way.
These ideas drive our business beyond the beans, from logistics to 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 see how we put this into practice, or head to our coffee philosophy to learn about our sourcing and roasting approach.
Transparency and accountability:
1. 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 means ‘the ability to exist constantly’. By this definition, we don’t think our business and the current coffee industry as a whole are sustainable. But we believe there’s room for change: sustainability is a goal, not a present achievement.
We're a certified B Corporation
B Corps are companies that follow ethical business practices, prioritising people, communities, and the environment over quick wins and financial profit. We’ve been a certified B Corp 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 of our daily trade and everything that goes into a cup of Sample Coffee.
We're open for ongoing feedback, conversations, and positive change
We’re always thinking about our place in the world and how coffee fits into it. And we can’t do this alone, so we’re always open to ideas and honest conversation about how to do better. Share your thoughts via email or this anonymous form.
Browse our transparency reports index
Social impact:
2. 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 deliver a great product and experience if the people behind it don’t feel genuinely valued. We value our crew as much as anyone else in the coffee chain, so we make a point to offer fair and transparent wages, stable shifts, flexibility, and a genuinely good place to work.
We support local, independent and responsible companies
Over 85% of our COGS (Cost Of Goods Sold) and 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 assessment.)
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 getting involved and helping good things happen. If you think we could support your cause, whether that’s with beans, funds or our venues, please reach out. We’d love to chat.
Read about social impact in our journal
Environmental impact:
3. Leave the lowest footprint without compromising on quality
Our coffee bean bags are ABA certified home compostable
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. No fossil fuel-based materials, and no dependence on the ever-changing recycling systems.
We use renewable electricity
Our Surry Hills cafe is part of 100% GreenPower, a program that supplies power from renewable sources. (From 2025 onwards, our Pro Shop and roastery are no longer part of it as the Precinct 75 redevelopment works have taken over our electricity supply.)
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 uses up to 80% less gas and produces significantly fewer greenhouse emissions per roast cycle than conventional roasters. A welcome upgrade, though we also miss the beautiful vintage Probat UG15.
We support environmental action groups
The remaining portion of our 20 cents kitty (after social impact donations) goes to environmental organisations, like native forest preservation and recovery with Carbon Positive Australia.
Read about environmental impact in our journal
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 job, it has its highs and lows, and that’s OK. What matters is that, on balance, it’s a pretty wonderful thing to do. 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 consider this a standing reminder to take it easy, enjoy the coffee, and have a good time.
