Rounton Coffee Roasters: Our Mission, Vision and Values

Rounton Coffee Roasters: Our Mission, Vision and Values

Ten years in, we felt it was time to revisit the basics, and reflect on why we exist as a business. We're taking this chance to outline our mission vision and values for all the world to see - whether you've been with us from the beginning, or are just hearing about us today (in which case, welcome)!

The Rounton Coffee Roasters Mission

Our mission is to make specialty coffee as accessible as possible, without any unecessary impact to the environment.

What does that mean? We exist because we believe specialty coffee can - and should - be a part of anyone's daily routine. We're not interested in gatekeeping or pretension – we want to meet each individual where they're at with their coffee journey.

Without accessibility, specialty coffee will always be fighting a losing battle. We pay a premium for the coffees we source, which allows more cash to make it back to the people who make the coffee possible. Investment in infrastructure, agronomy and education are key to the sustainability of coffee worldwide. Read more here.

So, whether you're popping in a dark roasted pod into your Nespresso machine, or measuring the TDS of a Costa Rican Gesha, everyone's welcome - we have dead good coffee for all.

Our Vision

Our vision is to be the go-to destination for anyone seeking proper tasty coffee, without any of the fuss. Great coffee should be for everyone, and we're committed to making it easy and enjoyable to discover and explore.

This means we want to be known as a great resource for coffee knowledge. We've learned a lot in first 10 years, from how coffees are grown and processed, to how strong relationships are key to the coffee industry. Our aim is to share that knowledge wherever we can. From brew guides and coffee stories across the website to a comprehensive Wholesale Partner Programme, the vision is to be seen as an authority on coffee.

We also spend a lot of our time thinking about the planet. True sustainability in coffee starts at farm level, and covers transport, roasting and packaging – all the way to the delivery to your door. Our environmental vision is to leave the smallest possible footprint on the environment, and actively support regeneration projects both at home and at origin.

How do we achieve the mission?

Our mission and vision are guided by a set of values:

Accessibility: We believe that great coffee should be accessible to everyone, regardless of their background, budget, or level of coffee expertise.

Responsibility: We're committed to sourcing our coffee responsibly, and to working with producers who share our values of fairness, transparency, and environmental stewardship.

Service: We want to provide the best level of service possible. With a skilled, knowledagble and dynamic team, and products we believe in, each interaction should be helpful and memorable.

Transparency: The coffee world is a complicated place, with a lot of moving parts. We believe in being open and honest about how we source and roast our coffees, as well as their impact on the environment. As well as celebrating our achievements, we want to be honest and open about things we're yet to achieve. Holding ourselves to account and striving to do better is a key part of what pushes us forwards.

Education: We believe in education, and we're passionate about sharing our knowledge and expertise with our customers and the broader coffee community. The more we can share, the more we hope people will be invested in the future of specialty coffee.

The beauty of our mission is that as we grow, it only becomes easier to achieve. Where some growing businesses have to make decisions that compromise their values, we're able to do the opposite. We can do things today that we previously only dreamed of - we can work more closely with producers than ever before, and commit to buying volumes of coffee that bring tangible benefits to producers at origin.

We're always learning, and always pushing ourselves to do better - whether that's being a more responsible company, or roasting even tastier coffee. So, whether you've been here from the start, or are just joining us - it's good to have you on board.