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Industry

December 4, 2013

Coffee Craft

Patio Coffee Roastery

ROASTER PROFILE

Located on busy South Road, one of Adelaide’s most important arterial roads, you will find Coffee Craft. Although in the making for just over a decade, Coffee Craft was officially launched five years ago, emerging out of the need to service consumers with a one stop shop for all things coffee. A unique setup, it consists of the cellar door, front of house operation and coffee shop as well as the beanery for Patio Coffee Roasters, which is their newly launched wholesale arm of the business.

Café Culture caught up with owner Basil Papas to find out a little more about this evolving business.
Who is Coffee Craft?
Basil and Anastasia Papas – Owners, Master Roaster and Business Development.
Liam Kearney – Operations Manager, Trainer and Assistant Roaster.
Danny, Tim and John – our team of trainers and technicians and all round good guys.
What is the concept behind Coffee Craft, and how did it evolve?
The Coffee Craft concept emerged as we could see a need to service our customers with a one stop shop for all things coffee.  We have been operating on South Road for five years now and have developed a very loyal customer base for our coffee, beans and equipment, supplying homes and offices all over Adelaide with coffee machines and their weekly supply of freshly roasted coffee. Our core business is fresh roasted coffee beans sold mainly to homes and offices; however, our wholesale accounts are building nicely.
How is Coffee Craft physically set up – are all sections of the business under one roof?
All Coffee Craft business is under the one roof – with its own 15 kilo batch roaster and training rooms plus repair centre. We also have a fully equipped showroom with domestic and commercial machines for home, office and cafés. The premises also include our business office and sampling cellar door café.
What R & D do Coffee Craft participate in to ensure premium products are on offer?
Our product is small batch roasted and we offer over 20 single origins at any one time, to ensure that premium coffee is delivered.  Excellent contact and communication is maintained and upheld with our green bean suppliers, co-ops and privately owned ethical farms to ensure premium products. We regularly roast and cup our coffees to develop the best roasting profiles for each bean.
How do you build your brand i.e. social media, etc.?
Whilst social media has been an important marketing tool for us, the business was built on word of mouth and street presence. Our location on South Road has proved to be an asset for us, given the high traffic flow past our business.
Our website has helped drive traffic into our store as well, with people looking to buy machines preferring the personalised service and actually being able to put their hands on a machine, rather than ordering off the internet and not seeing the physical unit and how it looks in the flesh.
We do run an active social media campaign on Facebook, Twitter and Foursquare.
How does Coffee Craft ensure staff expertise across all facets of the business?
Here at Coffee Craft we strive to employ the best and most experienced staff possible. Given that we run with a very small and tight knit team of staff, training is crucial to our business performance. All of our staff work daily on cupping and blending coffees for both milk and espresso.
Training on machines and other coffee equipment is given as well in staff demonstration and training nights on new products that come in to our store.
Patio Coffee: How long has this side of the business been in operation?
Patio Coffee is a new name for the wholesale arm of Coffee Craft. The new brand launched on 1 July 2013 with a new image and direction for the company, focusing on quality, ethically sourced coffee, roasted in small batches to preserve the freshness of the coffee. We strive to have a quick turnover of roasted coffee, ensuring that nothing stays after roasting for longer than 2 weeks.
Who is your roaster; where did they learn their skills?
Basil Papas was given the opportunity to roast at the early age of 18 years. Twenty-six years ago, the “King of Coffee”, Gus Savvas, employed Basil to take over roasting and producing coffee at Connoisseurs’ Choice located in Adelaide’s famous Central Market.  From here, Savvas House was opened and over the next 5 years further coffee knowledge was obtained by Basil, through a growing business.
What type of roaster does Basil use?
Basil has two roasters on site. Our small batch roaster is a 15 kg Has Garanti that takes care of the single origin, organic and small batch Fair Trade coffees we supply.
For our wholesale accounts we have a         30 kg Toper that is used to supply the bulk of our coffee, including our larger batch single origins and blends.
Do you contract roast, or is your coffee always Patio branded?
A majority of our coffee is Patio branded, including all the coffee that goes out to the home and office market. In saying that, we do contract roast for a large number of clients who prefer to have their own branding. We also have a dedicated team here that helps with branding and image development for the businesses that we supply, from helping with logos to complete customised café fit outs.
What would be the ratio of home coffee to wholesale?
At the moment, our home coffee market makes up about 30% of our overall bean trade, with that broken down to about 50% single origin trade, from our wide variety of available single origin coffees.
What are your thoughts on travelling to origin, or have you found that the recent increase in green bean importers is all that is necessary for you to secure good quality?
These days travelling to origin is not quite as important due to excellent knowledge, skill and communication with coffee merchants.  However, any offer of a trip to origin would certainly be considered.
Are there further plans for expansion of the business?
Yes – there will be expansion for Patio Coffee in the near future, which will include micro-mill set-ups across the nation. Keep up to date on our website for more details.
Thanks Basil and Liam … Café Culture wishes you and the team success in the future.





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