What Excelso Coffee does

Excelso Coffee Ltd is a family-owned specialty coffee roastery headquartered in Tauranga, Bay of Plenty, New Zealand, operating continuously since 1994 and currently owned by Jeff and Carrie. The business is structured around four interlocking revenue streams: direct-to-consumer retail and subscription sales of roasted coffee, B2B wholesale supply to cafes and restaurants, professional barista training delivered at the Tauranga roastery, and retail of third-party brewing equipment and accessories. The product line spans single-origin lots from Ethiopia, Indonesia, Uganda, Brazil, Colombia, and Mexico; proprietary blends such as STAG, Good Time, and a rotating Seasonal Blend; a Swiss Water chemical-free Decaf Blend; sample tasting packs; and equipment from brands including Fellow, Moccamaster, Chemex, Aeropress, Fracino, and Mazzer. The underlying technology is small-batch daily roasting to order, supported by a Shopify-based e-commerce storefront at excelso.co.nz with domestic shipping, free suburban delivery on subscriptions, and multi-currency price display.

The go-to-market is multi-channel. On the consumer side, the company sells through its own website and a physical retail/training location known as Coffee Lane at 112 Third Avenue West, supported by email newsletter marketing and a content library of brew guides. On the commercial side, a direct sales motion supplies wholesale coffee, equipment installation, staff training, and ongoing servicing to hospitality businesses nationwide. Education is delivered in person at the Tauranga facility, with a tiered barista curriculum running from entry-level home sessions to a two-day Essential Barista Class capped at three students. Recurring revenue is built around prepaid 10-delivery subscriptions available in weekly, bi-weekly, and monthly cadences.

The business is privately held, with no disclosed institutional capital and a headcount band of 1-10 employees, consistent with a small family-operated specialty roastery. Sustainability and community positioning are reinforced through a Good Trust partnership funding clean-water access in Cambodia, a Coffee for Water merchandise line, and reusable/refill packaging options. Select customers are not disclosed in the source data, and headline scale indicators (the Cambodia water-impact metric aside) are limited to brand tenure and a single roastery footprint in the Bay of Plenty region.

Name

Excelso Coffee

Legal name

Excelso Coffee Ltd

Website

https://excelso.co.nz

Company type

Private

Founded year

1994

Operating status

Operating

Headcount range

1–10 employees

Short description

Excelso Coffee is a family-owned specialty coffee roastery in Tauranga, New Zealand, founded in 1994. It sells freshly roasted single-origin and blended coffees, brewing equipment, and accessories to consumers and wholesale cafes, while operating a coffee subscription service and a barista training program at its roastery.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roasting

NAICS

Coffee and Tea Manufacturing (31192)

SIC

Beverages (2080)

akta.pro primary industry

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ)

akta.pro secondary industries

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Specialty coffee roasting
• Wholesale coffee supply
• Barista training courses
• Single origin coffee
• Brewing equipment retail

Headquarters

HQ city

Tauranga

HQ country

New Zealand

HQ region

Oceania

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales

Revenue model

1. Coffee Product Sales: Retail sales of freshly roasted coffee beans including single origins, blends, and seasonal offerings. Products available in multiple sizes (250g, 500g, 1kg) and formats (beans, espresso, filter, plunger grind).
2. Coffee Subscriptions: Prepaid subscription service delivering coffee at customer-selected frequencies (weekly, bi-weekly, monthly). Includes free delivery for suburban areas. 10 prepaid deliveries per subscription.
3. Barista Training Courses: Professional barista training including 2-day essential courses, finishing school, latte art, beyond the basics, home barista training, and roastery tours.
4. Wholesale Coffee & Equipment: B2B wholesale supply of coffee beans, equipment, and accessories to cafes and restaurants. Includes equipment setup, staff training, and servicing support.
5. Coffee Equipment & Accessories: Sales of brewing equipment including espresso machines, grinders, filters, kettles, scales, and accessories from brands like Fellow, Moccamaster, Chemex, and Aeropress.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels3 records

Core offering

Excelso Coffee is a family-owned specialty coffee roastery that roasts and sells fresh single-origin and blended coffee beans (including Swiss Water decaffeinated options), sells brewing equipment from brands such as Fellow, Moccamaster, Chemex, and Aeropress, and offers professional barista training courses. The company also operates a wholesale B2B supply channel providing cafes and restaurants with coffee, equipment setup, staff training, and ongoing servicing support.

Product overview

Excelso Coffee is a family-owned specialty coffee roastery based in Tauranga, New Zealand, operating since the early 1990s. The company offers a comprehensive coffee portfolio organized across multiple product categories: single origin coffees (Ethiopia Konga, Indonesia Blue Bianca, Uganda Sipi Falls, Brazil Ipanema, Colombia Huila, Mexico Chiapas), proprietary blends (STAG Blend, GOOD TIME Blend, Seasonal Blend), Swiss Water decaf, and sample tasting packs. The business operates a subscription service offering prepaid deliveries of various coffees with free shipping. In addition to coffee products, Excelso sells brewing equipment including pour-over drippers (Chemex, Fellow Stagg, Kalita Wave), automatic brewers (Moccamaster), kettles (Stagg, Brewista), espresso machines and grinders, plus accessories and replacement parts. The company provides barista training courses ranging from beginner home barista sessions to advanced 2-day essential barista classes, as well as roastery tours. Sustainability-focused offerings include reusable coffee bags, recycled merchandise, and a partnership with Good Trust for water projects in Cambodia.

Differentiator

Problem solved

Functional benefit

Products and services

• Single Origin Coffee Beans Single origin light, medium, and medium-dark roast coffees sourced from small-scale farmers across Ethiopia, Indonesia, Uganda, Brazil, Colombia, and Mexico. Available in 250g, 500g, and 1kg sizes with multiple grind options (beans, espresso, filter, plunger). Targeted at home coffee enthusiasts seeking traceable, regionally distinctive specialty coffee.
• Coffee Blends (STAG Blend, GOOD TIME Blend, Seasonal Blend) Proprietary coffee blends combining beans from multiple origins (e.g., Brazil and Nicaragua for STAG, Brazil/Colombia/Indonesia for GOOD TIME) roasted for espresso, milk drinks, and versatile brewing methods. Available in 250g, 500g, and 1kg sizes with various grind options.
• Swiss Water Decaf Blend Decaffeinated coffee blend processed using the 100% chemical-free Swiss Water process, decaffeinated in small batches to preserve flavor. Tasting notes include Malt, Caramel, and Cacao. Designed for customers seeking decaffeinated specialty coffee.
• Coffee Sample Tasting Packs Three-bag sample packs featuring 125g bags that introduce customers to Excelso's blends (STAG, GOOD TIME, Seasonal), single origin filter coffees (Ethiopia Konga, Uganda Sipi Falls, Indonesia Blue Bianca), or regional medium-roast single origins (Brazil Ipanema, Mexico Chiapas, Colombia Huila).
• Coffee Subscription Service Prepaid 10-delivery coffee subscriptions across Roaster's Choice Espresso, Roaster's Choice Filter, Stag Blend, and Decaf. Customers select delivery frequency (weekly, bi-weekly, monthly), grind type, and size. Includes free shipping for suburban areas. Subscription pricing ranges from $114 to $134.
• 2-Day Essential Barista Class Two-day intensive barista training course for up to three students covering espresso fundamentals, grind/dose/tamp, milk steaming, drink preparation, and cafe operations. Includes a certificate upon completion. Targeted at aspiring baristas and career entrants at $219.38 per student.
• Barista Training Courses and Workshops Multi-level barista training offerings including Home Barista Training, Finishing School & Latte Art, Beyond the Basics (intermediate), Practice Session (machine hire), Roastery Tour with Coffee Tasting, and School Holiday Barista Training. Targeted at home enthusiasts, café staff upskilling, and aspiring coffee professionals.
• Wholesale Coffee Supply and Equipment Setup B2B wholesale program supplying cafes and restaurants with coffee beans, espresso machines (e.g., Fracino Contempo Dual Fuel), commercial grinders (e.g., Mazzer Super Jolly Pro V), equipment setup, staff barista training, and ongoing servicing support. Targeted at hospitality businesses across New Zealand.
• Brewing Equipment (Pour-Over, Filters, Kettles, Scales, Storage) Retail brewing equipment for home and prosumer users including pour-over drippers (Fellow Stagg, Kalita Wave 185), Chemex brewers, Aeropress, Moccamaster Select automatic filter coffee machine, precision kettles (Fellow Stagg, Brewista Artisan), scales (Timemore Black Mirror), and storage canisters (Miir, Atmos Vacuum). Pricing ranges from $9 to $5,235.
• Fracino Contempo Dual Fuel 2 Group Espresso Machine Commercial 2-group dual fuel espresso machine suitable for cafes and restaurants, retail price approximately $5,235. Sold out at time of source data.
• Coffee Grinders (Mazzer Super Jolly Pro V, Timemore Chestnut C3) Commercial electronic coffee grinder (Mazzer Super Jolly Pro V) suited for busy cafe environments and manual hand grinder (Timemore Chestnut C3) for traveling and home use.
• Espresso Machine Cleaning Products (Cafetto Cleaner and Descaler) Professional espresso machine cleaning solution (Cafetto Espresso Cleaner) and descaling solution (Cafetto Machine Descaler) for hygiene maintenance and scale removal to preserve coffee equipment performance.
• Reusable Coffee Bean Bag (Sammy Bag) Washable and reusable coffee bean bag designed for refilling coffee purchases, available in Kraft and Olive color variants, reducing single-use packaging waste.
• Excelso Gift Voucher Gift voucher redeemable for Excelso Coffee's product range including coffee, equipment, and training courses.

Quantifiable outcome

• 3,000+ people provided with clean drinking water in Cambodia through Good Trust partnership

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

One partnership is on record.

• Good TrustcoreStrategic or Co-development PartnerPartnership with Good Trust to help bring clean drinking water to people of Cambodia. Through this partnership, Excelso customers have helped provide over 3,000 people with clean drinking water for life. Proceeds from Good.Coffee product sales support this initiative.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Kokako Organic Coffee: Auckland-based organic specialty coffee roaster with cafe and wholesale operations. Comparable in D2C subscription, cafe presence, and values-driven positioning to Excelso.
• Mojo Coffee: NZ specialty coffee roaster offering wholesale, subscriptions, and a chain of coffee shops. Overlaps with Excelso in wholesale B2B and subscription D2C, though operating at larger scale.
• Flight Coffee: Wellington-based specialty coffee roaster offering wholesale supply, single origins, subscriptions, and barista training across NZ. Highly comparable on revenue streams, customer segments, and premium positioning.
• Allpress Espresso: NZ-founded specialty coffee roaster with direct farmer relationships, wholesale B2B supply, cafes, and barista training in NZ and Australia. Closest analogue to Excelso's roastery-plus-training-plus-cafe model and most direct competitive mirror.
• Supreme Coffee NZ: NZ specialty coffee roaster with wholesale and D2C operations, including single origins and blends. Competes head-to-head with Excelso in the regional wholesale and subscription markets.
• Custom Coffee Roasters: Christchurch-based NZ roaster providing bespoke wholesale coffee supply and equipment to cafes. Comparable on B2B wholesale and equipment bundling with Excelso's wholesale motion.
• People's Coffee: Wellington specialty coffee roaster with cafes, wholesale, and direct trade sourcing. Similar combination of in-person cafe/roastery and B2B wholesale to Excelso.
• Atomic Coffee Roasters: Auckland-based specialty roaster with cafe operations, wholesale, and barista training. Comparable as a multi-channel NZ specialty roaster serving both retail and cafe B2B.

Broad incumbents

• Campos Coffee: Australia-headquartered specialty coffee roaster with cafes, wholesale, and training across ANZ and beyond. Broader incumbent providing useful benchmark on multi-channel specialty coffee economics.
• Toby's Estate: Australian-origin specialty coffee roaster with broad ANZ presence including wholesale, cafes, and training. Larger incumbent competing in the broader trans-Tasman specialty coffee market Excelso operates in.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/profile.php
• LinkedInlinkedin.com/company/excelso-coffee-limited

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Excelso Coffee