Sugar's Reflections 2025

As we continue this journey of sharing what matters most to us, one thing remains at the heart of everything we do: the relationships and the people behind our coffee.

Everyone in our supply chain, from producers, to partners, to the hands that brew each cup, shapes who we are.

This year has brought some of the biggest moments of growth for us. Not in how much coffee we roasted, but in the intention behind every step we took to make each cup carry meaning and purpose.

We travelled on our very first origin trip to Colombia, finally meeting producers we’ve worked with for over eight years. We learned about their culture, their people, their hardships, and their joy for coffee. It was humbling and grounding.

We placed our first ever coffee order directly with the farmer — from receiving the producer’s samples, to selecting the lot together, to finally seeing it placed on a boat to New Zealand.
We earned our B Corp certification.
We’re opening our second location next month.
And we signed a new lease for our next roasting space.

On paper, it truly has been a big year. But growth rarely comes without weight. Alongside the excitement and momentum, there were moments of confusion and loneliness too.

While we were building relationships at origin, relationships here at home were being tested. Our values were questioned, and the real worth of a cup of coffee came under pressure more than ever.

It’s ironic; we all know that cheap doesn’t equal quality, and true value always comes at a cost. Yet there is a growing expectation to want the best, but to want it cheaper.

And this pressure affects not just coffee, but all small businesses. When we choose the cheapest option from large companies that prioritise profit over quality and community, we unintentionally weaken the small businesses that pour heart, time, and soul into what they do.

As a country, our coffee is simply too cheap compared to the rest of the world. And when customers demand cheap coffee, roasters and importers are pushed toward buying cheap coffee. Then we wonder why the cup suffers, or why farmers consider leaving their farms entirely.

Better coffee is not cheap coffee.

Better coffee honours people, sustainability, dignity, and the future of the craft.
And supporting local businesses does the same.

Through all the highs and the hard moments, one thing stayed constant: the people.

To our families, friends, and every wholesale partner; whether you run a café, restaurant, bakery, winery, pub, bar, barber shop, salon, or gift store - thank you. Your trust in us, and your belief in our values, mean more than you know.

To our community and every Embassy coffee drinker: every cup you drink and every bag you bring home creates a positive ripple in the coffee world. We are grateful, always.

And to our team, thank you. You show up every day, giving your best with passion and heart. If I could look after you even more, give you more stability, more opportunity, and an even brighter future, I would without a second thought. You are the soul of our company.

It hasn’t been an easy year, but through the highs and lows, we are still here, and deeply grateful to do this work alongside the people who believe in it. Every challenge has reminded us why this journey matters, and why the people who share it with us are at the heart of everything we do.

There is so much to look forward to in the coming year and beyond. We’re excited for what’s ahead and can’t wait to keep riding this journey together for many more years.

Thank you for standing with us through a year of highs, lows, learning, and reflection. Here’s to continuing the journey with honesty, purpose, and heart. We look forward to welcoming you into our new coffee bar on Cashel Street early next year, and all that’s to come in 2026.

-- David (Sugar)