NEW GROUND
- Company typePrivate
- Founded2019
- HeadquartersAuckland, New Zealand
- Headcount11–50
- GTM typeB2B
- OfferingServices
What NEW GROUND does
NEW GROUND is a privately held specialty coffee contract manufacturer headquartered in Auckland, New Zealand, founded circa 2019. The company operates a full-service B2B model in which it develops, formulates, packages, and manufactures Ready-To-Drink canned coffee, specialty instant coffee, coffee concentrate, and boxed coffee products on behalf of independent specialty coffee roasters who lack the capital or technical capability to build their own beverage production. All manufacturing runs through the company's proprietary NGT (New Ground Technology) Extraction System, a hot-water extraction platform developed over three years of R&D that is described as 'an espresso machine on steroids' and is rated to brew 60 kg of coffee per hour at espresso strength, followed by crash-cooling via heat exchange and — for instant SKUs — a 22-hour freeze-drying cycle at -40°C. The company supports a customer base of 100+ roasters worldwide across more than 300 active products, with named customers including Coffee Supreme, Allpress Espresso, Havana Coffee Works, ST ALi, Cloud Picker, The Barn, Espresso Lab, 3fe, and Flight Coffee.
The business generates revenue primarily through contract manufacturing fees (50% deposit / 50% on goods-ready terms, with quarterly-volume rebates) and direct product sales of Boxed Coffee to foodservice operators ($100 per single box, $540 per six-box carton). Distribution is omnichannel: direct e-commerce for boxed coffee, B2B direct sales to roasters globally, foodservice channel partnerships (Wine Diamonds in NZ for Espresso Martini On Tap, Marco Beverage Systems for automated tap integration), and retail/FMCG channels for canned SKUs. The November 2024 opening of the 1,200 sq ft Wairau Valley factory — the first facility purpose-built for specialty-coffee RTD production — expands stated capacity to more than 40 million servings per year and represents the company's most significant capital deployment to date.
Operating geographies span New Zealand, Australia, Ireland, and Singapore, with freight-forwarder partnerships enabling broader international shipping. The company is founder-led (Connor Nestor, Managing Director; Barnaby Marshall, Co-founder and NGT system architect), employs 11-50 people, and has not disclosed any external venture or growth-equity funding beyond a NZD ~$119,000 Callaghan Innovation grant in 2020. Strategic priorities evidenced in 2024 include the factory build-out, launch of an in-house Innovation Lab, introduction of the Espresso Martini On Tap product line, and formalization of the NGT Core Products portfolio positioning the company around a 'fifth wave of coffee' narrative.
NEW GROUND firmographics
Firmographics- Name
- NEW GROUND
- Legal name
- New Ground
- Website
- https://newground.coffee
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
NEW GROUND industry classification
Industry- Product category
- Specialty Coffee Contract Manufacturing
- NAICS
- Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192), Beverage Manufacturing (3121), Soft Drink and Ice Manufacturing (31211)
- SIC
- Beverages (2080), Bottled & Canned Soft Drinks & Carbonated Waters (2086)
- akta.pro primary industry
- Instant Coffee & Coffee Extract Manufacturing (AFAFADAD)
- akta.pro secondary industries
- Coffee & Tea Concentrates (Liquid, Extracts, Syrups) (AFAFAGAC), Ready-to-Drink (RTD) Coffee Manufacturing (AFAFADAE), Coffee & Tea Beverage Co-Packing (RTD Coffee/Tea, Cold Brew) (AFAFAIAD), Coffee Roasting & Grinding (AFAFADAB)
Keywords
Where NEW GROUND is headquartered
LocationHeadquarters
- HQ city
- Auckland
- HQ country
- New Zealand
- HQ region
- Oceania
Offices2 records
Markets served
NEW GROUND business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Operations, Supply Chain, Infrastructure, Technology or R&D, Marketing or Sales
Revenue model
- Contract Manufacturing Services: Full-service contract manufacturing for specialty coffee roasters. Services include product development, formulation, packaging, and manufacturing of Coffee in a Can, Specialty Instant Coffee, and Coffee Concentrate. Revenue derived from production fees based on volume with annual rebates offered based on quarterly volume.
- Product Sales (Boxed Coffee): Direct product sales of boxed coffee concentrate to foodservice operators. Single box pricing at $100, carton pricing at $540 for 100 servings. One-time purchase model for foodservice supplies.
- Co-packing and Manufacturing: Manufacturing services for roasters including contract roasting and full supply options. Payment terms include 50% deposit, 50% on goods ready plus freight and taxes.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Boxed Coffee - Single Box |
| Unit Pricing | Pay-as-you-go | Boxed Coffee - Carton |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
NEW GROUND product offering
Product offeringCore offering
NEW GROUND provides full-service contract manufacturing for specialty coffee roasters, producing Coffee In a Can (ready-to-drink 250ml cans), Coffee Concentrate (2L bag-in-box cold espresso extract), Specialty Instant Coffee (freeze-dried sachets and jars), Boxed Coffee (shelf-stable espresso extract for foodservice), and Espresso Martini On Tap kegs. All products are produced using the proprietary NGT (New Ground Technology) Extraction System at the company's Auckland facility.
Product overview
NEW GROUND is a specialty coffee contract manufacturer offering a portfolio of four core products: Coffee In a Can (ready-to-drink canned coffee), Coffee Concentrate (2L bag-in-box cold espresso extract), Specialty Instant Coffee (freeze-dried instant espresso), and Boxed Coffee (shelf-stable espresso extract for foodservice). All products are powered by the proprietary NGT Extraction System technology. The company also offers an Innovation Lab for product development and has launched Espresso Martini On Tap as an additional offering. The products serve retail, foodservice, wholesale, and D2C channels with capabilities spanning from concept to final manufacturing.
Differentiator
Problem solved
Functional benefit
Brands
- NGT™ (New Ground Technology): Proprietary coffee brewing/extraction technology - a hot-water extraction system that leverages time, heat and pressure to extract maximum solids from ground coffee at 60kg per hour capacity.
- Boxed Coffee
Products and services
- Coffee In a Can Ready-to-drink coffee products in 250ml slimline aluminum cans — classic black, creamy white, sparkling, and supplement/adaptogen-infused variants — manufactured under contract for specialty coffee roasters and brands using NGT extracted coffee.
- Coffee Concentrate Cold espresso extract from the NGT system available in 2L bag-in-box (Vitop tap), 5L/10L bladders, and 1000L IBC formats for chilled ingredient supply, with 12 Brix and 12-month shelf life.
- Specialty Instant Coffee Freeze-dried specialty instant espresso produced using a 22-hour freeze-drying program at -40°C for NGT extracted coffee, available in 5x single-serve sachets, 20-serve jars, bulk sachets, and bulk instant formats with 5-20 Brix options and 24+ months shelf life.
- Boxed Coffee Espresso-strength liquid coffee extract in shelf-stable 2L box format for foodservice operators, serving as an alternative to espresso machines; priced at $100 per single box (100 servings) or $540 per carton (6 boxes).
- Espresso Martini On Tap Nitro-charged Espresso Martini kegs dispensing through wine tap systems, made with New Zealand Vodka, NGT Coffee Liqueur, and NGT Boxed Coffee; one keg serves 130 drinks in 10 seconds with 9-month ambient shelf life, saving 6.5 service hours vs hand-shaken preparation.
- Innovation Lab In-house beverage innovation lab enabling independent roasters and brands to experiment with functional formulations, flavored coffee drinks, foodservice bag-in-box coffee extract, and espresso martinis on tap, with rapid concept-to-deployment timelines measured in weeks.
Quantifiable outcome
- Production capacity of 40+ million servings per year
- +4 more outcomes
Companies that use NEW GROUND
Customer profileNamed customers9 records
Segments3 records
Ideal customer profiles3 records
NEW GROUND technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
Feature6 records
NEW GROUND partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and minor.
- Marco Beverage SystemscoreMarco Beverage Systems partnered with New Ground to deliver Boxed Coffee in an automated ready-to-use tap system. The POUR'd unit dispenses hot, cold and sparkling coffee options with customizable strength. Marco provides local service team and installation support.
- Wine DiamondscoreWine Diamonds serves as the exclusive distributor for New Ground's Espresso Martini On Tap products in New Zealand. They handle the full install and easy ordering process. The partnership includes installation of inline infuser and Martini Tap systems, working with existing wine tap systems.
- Dale HarrisminorWorld Barista Champion Dale Harris collaborated with New Ground to develop the 2L Boxed Coffee format originally designed to assist busy operators in cold coffee operations.
- Havana Coffee Works Packaging PartnerminorCollaborated with a trusted packaging partner to develop and launch Havana Coffee Works' RTD products (oat milk flat white and long black) with eye-catching packaging for FMCG distribution.
Scale indicators7 records
Recent moves7 records
Expansion highlights6 records
NEW GROUND competitors and assessment
Company assessmentBroad incumbents
- Cott Corporation: Major contract beverage manufacturer with RTD coffee and tea capabilities. Comparable to New Ground in providing co-manufacturing services for branded beverage customers but at much greater scale and with broader category exposure, including carbonated soft drinks.
- Stumptown Coffee Roasters: Specialty coffee roaster owned by Peet's, with established RTD cold brew and bottled coffee lines sold across US retail. Comparable as a specialty roaster that scaled into RTD formats, illustrating both the demand New Ground serves and the risk of vertical integration by large roasters.
- Refresco: Largest independent beverage co-packer globally, serving retailers and brand owners across RTD coffee, soft drinks, and juices. Operates at much larger scale than New Ground across multiple geographies, providing a reference point for what scaled beverage contract manufacturing looks like and a potential long-term competitor if specialty roasters move to larger co-packers.
Direct peers
- High Brew Coffee: Specialty RTD cold brew coffee brand offering canned coffee products (espresso, latte, mocha) through retail and foodservice channels. Comparable to New Ground's canned coffee output but as a brand owner rather than contract manufacturer; highlights the scale that specialty canned coffee can achieve in the US market.
- Flavorman: Beverage development and contract manufacturing company that helps brands formulate, test, and produce beverages from concept to shelf. Comparable to New Ground's full-service ideation-to-delivery model, with a broader beverage category scope (alcohol, functional, RTD) and US-based operations.
- Imbibe: Beverage ingredient and formulation company providing product development and manufacturing support for RTD, functional, and alcoholic beverages. Comparable as a specialty co-development and manufacturing partner for emerging beverage brands, overlapping with New Ground's innovation lab and contract manufacturing model.
Emerging players
- La Colombe: Specialty coffee roaster and brand owner with a well-known Draft Latte RTD canned product line. Comparable in targeting the premium RTD coffee consumer with canned formats, and a reference customer profile for the kind of roaster brands New Ground serves or could serve.
- Equator Coffees: Specialty coffee roaster with its own RTD canned coffee line sold through retail and foodservice. Comparable to New Ground's roaster customers (similar profile to Allpress, Coffee Supreme) and representative of the type of independent specialty brand New Ground's contract manufacturing model is designed to serve.
- Chameleon Cold-Brew: Specialty RTD cold brew coffee brand offering bottled and canned products in retail and foodservice. Comparable as a specialty canned coffee player focused on premium, organic positioning, providing a relevant benchmark for the kinds of SKUs New Ground produces for its roaster customers.
- Califia Farms: Plant-based beverage brand with a strong RTD coffee and oat milk lineup distributed through US retail. Comparable as a premium canned RTD coffee brand serving health-conscious consumers, illustrating the kind of brand-driven growth that New Ground's manufacturing platform enables.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks1 record
Key highlights7 records
Customer concentration
NEW GROUND social profiles
Digital presenceNEW GROUND financial estimates
Financial estimateRevenue estimate
Valuation estimate
NEW GROUND leadership team
Management profileNumber of profiles
Profiles10 records
NEW GROUND funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NEW GROUND M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NEW GROUND
What does NEW GROUND do?
NEW GROUND provides full-service contract manufacturing for specialty coffee roasters, producing Coffee In a Can (ready-to-drink 250ml cans), Coffee Concentrate (2L bag-in-box cold espresso extract), Specialty Instant Coffee (freeze-dried sachets and jars), Boxed Coffee (shelf-stable espresso extract for foodservice), and Espresso Martini On Tap kegs. All products are produced using the proprietary NGT (New Ground Technology) Extraction System at the company's Auckland facility.
Is NEW GROUND a public or private company?
NEW GROUND is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was NEW GROUND founded?
NEW GROUND was founded in 2019. It employs 11 to 50 people.
Where is NEW GROUND based?
NEW GROUND is headquartered in Auckland, New Zealand, in the Oceania region.
How does NEW GROUND make money?
Three revenue lines are on record. Contract Manufacturing Services are the primary driver. The others are product Sales (Boxed Coffee) and co-packing and Manufacturing.
Who are NEW GROUND's main competitors?
Broad incumbents on record are Cott Corporation, Stumptown Coffee Roasters and Refresco. Direct peers are High Brew Coffee, Flavorman and Imbibe. Emerging players are La Colombe, Equator Coffees, Chameleon Cold-Brew and Califia Farms.
Does NEW GROUND have an API?
No public API is recorded for NEW GROUND.
What industry is NEW GROUND in?
NEW GROUND's product category is Specialty Coffee Contract Manufacturing. Its primary akta.pro industry code is AFAFADAD, Instant Coffee & Coffee Extract Manufacturing, with a secondary code of AFAFAGAC, Coffee & Tea Concentrates (Liquid, Extracts, Syrups). Its NAICS code is 311920 and its SIC code is 2080.