Evolve North

What Evolve North does

Evolve North Coffee Roasters (legal entity: Direct Hospitality Pty Ltd, ABN 85 600 668 602) is a privately held Australian specialty coffee roaster founded circa 1985 and headquartered at 12 Industrial Road, Shepparton, Victoria. The company roasts to order in a solar-powered facility with air-recirculation roasting plant, sourcing coffee through approved suppliers with 100% crop-to-cup traceability tied to internal batch IDs, and operates additional branches in Geelong (Victoria) and Mount Gambier (South Australia). It supplies a portfolio of approximately 17 coffee SKUs spanning signature house blends (Long Story Short, Birds of a Feather, Morning Gorgeous, Penny For Your Thoughts), the Evoke and Conical sub-ranges, single origins (Costa Rica Volcancito), a Swiss Water Process decaf (Slow & Steady), and single-serve drip and steep bag formats.

The business operates across three go-to-market channels: (i) direct-to-consumer e-commerce via a Shopify storefront with a Coffee Club subscription offering 10% off and free shipping, pause/skip/swap flexibility, and a six-question Coffee Quiz for product matching; (ii) B2B wholesale supply to cafés and hospitality venues through field sales, Volume-Based Servicing™ equipment maintenance, barista training, and a custom Evolve North app for 24/7 ordering, invoicing, and rewards; and (iii) FMCG/retail distribution led by a dedicated National Sales Manager. The technology stack is built on Shopify (storefront, subscriptions, payments), Supabase (back-office data, Sydney region), Klaviyo (email), Vercel (hosting and edge functions), Sentry (error monitoring), and Google Analytics 4 plus Meta Conversions API for marketing analytics.

Revenue mechanics combine one-time online purchases, recurring Coffee Club subscriptions, and contract-based wholesale/contract roasting. Pricing is unit-based (A$20–A$63 per bag across 250g/500g/1kg formats) with subscription discounts of 10% and free shipping, and volume-based wholesale pricing under multi-year business supply agreements. The company is led by CEO Doug with a management team spanning roasting and production, sales (national accounts, FMCG, wholesale), finance, IT and systems architecture, marketing, and business operations. The brand is multi-award-winning across the 2024 and 2025 Golden Bean and Royal Adelaide Coffee Show competitions.

Name

Evolve North

Legal name

Direct Hospitality Pty Ltd

Website

https://evolvenorth.com.au

Company type

Private

Founded year

1985

Operating status

Operating

Headcount range

11–50 employees

Short description

Evolve North Coffee Roasters is an Australian specialty coffee roaster founded circa 1985 and headquartered in Shepparton, Victoria, serving individual consumers via DTC e-commerce and subscription, café operators via B2B wholesale supply, and retail/FMCG channels across Australia.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roasting

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080)

akta.pro primary industry

Coffee Roasting & Grinding (AFAFADAB)

akta.pro secondary industries

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ), Coffee Blending & Flavoring (AFAFADAC), Coffee (Roasted, Ground, Whole Bean) (CRADAHAG)

Keywords

• Specialty coffee roasting
• Coffee subscription service
• Wholesale coffee supply
• Café barista training
• Single origin coffee

Headquarters

HQ city

Shepparton

HQ country

Australia

HQ region

Oceania

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D

Revenue model

1. Direct Retail (Online): E-commerce storefront selling roasted coffee beans, single origins, blends, and single-serve drip/steep bags. Orders roasted to order and shipped Australia-wide. One-time purchase and subscription models. Revenue is one-time per order for non-subscribers, recurring for subscribers.
2. Coffee Club Subscription: Recurring subscription delivering freshly roasted coffee on a customer-defined schedule (weekly, fortnightly, monthly). Subscribers receive 10% discount and free shipping on every delivery. Full control to pause, skip, cancel, or swap product at any time. Managed via Shopify subscription contracts.
3. Wholesale / B2B Coffee Supply: Supply of coffee blends and single origins to café and hospitality venues under business supply agreements. Includes Volume-Based Servicing™ for equipment maintenance, barista training, and business growth support. Managed through dedicated wholesale app with 24/7 ordering.
4. Contract Roasting: National Accounts & Contract Roasting division (led by Russell) handles larger-scale or specialised roasting arrangements for business customers.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels8 records

Core offering

Evolve North Coffee Roasters is a specialty coffee roaster that sources green coffee from approved, traceable suppliers and roasts it to order at its solar-powered Shepparton (Victoria) facility, selling the finished coffee to Australian consumers online and to cafés through wholesale supply agreements. The retail range covers house blends, espresso blends, single origins, decaf and single-serve drip/steep bags, complemented by the Coffee Club subscription (10% off, free shipping, pause/skip/cancel) and a B2B wholesale program that bundles coffee supply with technician-led equipment maintenance (Volume-Based Servicing™), barista training and business growth support.

Product overview

Evolve North Coffee Roasters is a specialty coffee company offering a portfolio of 17 distinct coffee products across multiple formats and roast profiles. The core product line consists of 14 branded coffee blends and single origins, including signature house blends (Long Story Short, Birds of a Feather, Morning Gorgeous, Penny For Your Thoughts), the Evoke espresso series (Ricco, Venezia, Novi), the Conical series (Prodigy, Apogee), and specialty offerings (Costa Rica Volcancito single origin, Slow & Steady decaf, and two single-serve formats—Honeydew Caramel drip bags and On Repeat steep bags). These products are complemented by the Coffee Club subscription service (10% off with free shipping, customizable delivery), a wholesale program for cafes with Volume-Based Servicing and barista training, an education platform featuring 6 brew guides, a personalized Coffee Quiz, and a wholesale Rewards program managed through a mobile app. All products are roasted to order in Victoria, Australia, with a focus on regional Australian accessibility and 40+ years of industry experience.

Differentiator

Problem solved

Functional benefit

Products and services

• Long Story Short Signature medium-roast house blend with tasting notes of butterscotch, roasted almond and milk chocolate, sourced from Guatemala, Ethiopia and Brazil. Recommended for espresso, stovetop, French press, AeroPress, pour over, cold brew and batch brew. Award-winning across multiple categories at Golden Bean and Royal Adelaide Coffee Show in 2024 and 2025.
• Birds of a Feather Light-medium blend with flavour notes of Earl Grey, mandarin, blackcurrant, red apple and nectarine, sourced from Kenya, Colombia, Ethiopia and Rwanda. Awarded Silver (espresso) at Royal Adelaide Coffee Show 2025 and Bronze (milk/latte) at Golden Bean 2024.
• Morning Gorgeous Medium-dark blend with notes of orange blossom, roasted peanuts and milk chocolate, designed for a personalised morning ritual. Awarded Silver (latte) at Royal Adelaide Coffee Show 2025 and Bronze (espresso short black) at Golden Bean 2025 and 2024.
• Penny For Your Thoughts Medium-dark blend with brown sugar, hazelnut, cocoa and dark chocolate notes, sourced from Brazil, Guatemala, Peru, Nicaragua and India, aimed at discerning coffee lovers.
• Second Wind Medium-roast blend with roasted peanut, honey, nougat and caramel notes, sourced from Brazil and Colombia.
• The Extra Mile Medium-dark blend crafted for adventurers with cola, roasted peanut, dark chocolate and molasses notes.
• Belfresco Medium-roast blend with milk chocolate, cashew and caramel notes, sourced from Brazil, Guatemala, Ethiopia and Colombia. Available in entry-tier 250g bags from A$20.
• Memory Ln Medium-roast blend celebrating Australia's coffee heritage with lemongrass, honey, maple syrup and caramel notes, positioned on the brand's 40-year family heritage.
• Evoke Ricco Medium-dark espresso blend with dark chocolate, roasted peanuts and butterscotch notes, designed to evoke reflection and cherished memories.
• Evoke Venezia Light-medium espresso blend with stonefruit, jasmine and maple syrup notes, sourced from Kenya, Colombia, Ethiopia and Burundi.
• Evoke Novi Medium-roast espresso blend with caramel, dark chocolate and Earl Grey notes, sourced from Brazil, Colombia, India, Guatemala and Ethiopia.
• Conical Prodigy Three-origin Arabica blend with dark chocolate, orange blossom and hazelnut notes, sourced from Guatemala, Ethiopia and Brazil.
• Conical Apogee Medium-roast blend symbolising the peak of roasting quality with maple syrup, cashew and honeydew notes, sourced from Colombia, Guatemala and Brazil.
• Costa Rica Volcancito Single Origin Single-origin coffee from Costa Rica with Yellow Honey process, featuring milk chocolate, rum & raisin and brown sugar tasting notes with an old gold Jamaican rum & raisin character. Priced at A$24.50.
• Slow & Steady Swiss Water Process Decaf Swiss Water Process decaf blend from Brazil with milk chocolate, cinnamon and malt notes. Awarded Bronze at Golden Bean in 2024 (Decaf) and 2025 (Decaf milk).
• Honeydew Caramel Single Serve Drip Coffee Bags Single-serve drip coffee bags with toffee, honeydew and jasmine notes, designed for convenient brewing anywhere (travel, office, on-the-go). Priced at A$25 (or A$22.50 with Subscribe & Save).

Quantifiable outcome

• Every bag roasted and shipped within 48 hours of order
• +2 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration15 records

Feature8 records

Scale indicators6 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• St Ali Coffee Roasters: Melbourne-based specialty coffee roaster with wholesale café supply, DTC, and a branded café network. Overlaps with Evolve North's wholesale roastery + DTC subscription structure and awards-led brand equity in the Australian specialty category.
• Market Lane Coffee: Melbourne specialty roaster with subscription DTC, café wholesale, and a training academy. Comparable model to Evolve North, particularly in combining barista training and education-led content with wholesale supply contracts.
• Genovese Coffee: Melbourne-based Italian-style roaster with café wholesale, contract roasting, and DTC. Particularly comparable to Evolve North's National Accounts & Contract Roasting division and espresso-forward product positioning.
• Industry Beans: Melbourne roaster and café operator with DTC retail and wholesale supply. Comparable multi-channel specialty coffee model, though weighted more heavily to physical café retail than Evolve North's wholesale-and-DTC mix.
• Single O: Sydney-based specialty roaster combining DTC subscriptions, wholesale café supply, and branded cafés. Directly comparable in business model: award-winning specialty blends, subscription-based DTC, and integrated B2B services such as barista training.
• Padre Coffee: Melbourne specialty roaster offering DTC, subscription, and café wholesale with a strong quality and education-led brand. Compares to Evolve North in business model (DTC + B2B) and in targeting premium home-brewer and café segments.
• Ona Coffee: Canberra-origin specialty roaster with award-winning blends, café wholesale, and DTC. Highly comparable profile to Evolve North — roaster-led, award-driven, multi-channel Australian specialty operator.
• Code Black Coffee Roasters: Melbourne specialty roaster with award-winning blends, café wholesale, and strong DTC. Similar competitive set to Evolve North in the Australian specialty roasting market, especially across Golden Bean / Royal Adelaide award circuits.
• Campos Coffee: Australian specialty coffee roaster with direct-to-consumer e-commerce, wholesale supply to cafés, and multiple roastery locations. Closely overlaps with Evolve North on roast-to-order DTC, café wholesale, and multi-award product positioning.

Broad incumbents

• Lavazza (Australia): Global Italian coffee incumbent with significant Australian wholesale and retail footprint. A broad incumbent benchmark for scale, distribution, and competitive pressure on Australian specialty roasters like Evolve North.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles11 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 Evolve North