Why we work with FAF

Sugar reflects on shared values, long term relationships, and a vision for the future of coffee.

"I first came across Felipe and FAF Coffees when FAF was first introduced into New Zealand many years ago, and I still have the original tasting card from those coffees today.

What really stayed with me wasn’t just the quality of these coffees. At the start of 2025, I heard Felipe speak on a podcast about the volatility of the coffee market and what the future of coffee could look like. He also spoke of their strong focus on looking after the soil, keeping trees healthy, and thinking long term. That way of seeing coffee aligned closely with what we believe in.

It inspired me to reach out to Felipe directly; he responded quickly, and he was keen to lock in a time to call and catch up despite the tricky time difference. It wasn’t long before we were discussing the possibility of FAF’s coffee being a part of our offering. 

As the relationship developed, it became about more than just sourcing coffee. Felipe has always been open, generous with his knowledge, and genuinely willing to work with us with an open heart. That kind of relationship is rare, especially for a roastery our size in New Zealand.

It’s also sparked something in our Head of Coffee, James. Having that direct line to someone at origin who is willing to share, challenge, and grow together has brought a new level of energy and curiosity into our roastery.

At the end of the day, working with FAF is about alignment in values, in quality, and in how we see the future of coffee. "