Fox Coffee

What Fox Coffee does

Fox Coffee is an Australian specialty coffee roastery founded in 2016, headquartered at a roastery-cafe in Geebung, Queensland (3 Ellison Road). The company roasts specialty-grade coffee on a 60kg IMF (Internal Memory Feature) roaster, operating five days per week, with set roast profiles, batch-level logging, and batch cupping for consistency; every bag is stamped with a roast date for full traceability. Its product portfolio centers on three signature blends (Crafted, Dusk, Hunter) plus rotating single-origin and limited-release seasonal SKUs (Nicaragua, Burundi, Guatemala, Wander Filter, Winter Gather), with supporting lines including a Coffee Blend Tasting Pack, a 'Regulars' bundle, Cold Brew Concentrate, and gift cards; all coffee is offered in 250g to 5kg sizes with up to nine grind-type customizations.

Fox Coffee serves two principal customer segments: individual home-brew coffee consumers across Australia via direct-to-consumer e-commerce on foxcoffee.com.au (with nationwide Australia Post shipping, free over A$39.50), and B2B wholesale buyers (cafes, restaurants, offices, mobile coffee vans) accessed through an enquiry-based channel. Recurring revenue comes from the Fox Autoship subscription program (weekly to 8-weekly cadence, up to 10% off, no lock-ins) and Roasters Choice rotating single-origin subscriptions. A walk-in cafe at the Geebung roastery doubles as a brand experience venue, pickup point, and food attach (in-house bakery, signature espresso butter). Marketing is content-led (Brew News blog, Instagram, Facebook, email), with no paid-advertising-heavy motion evident, and the brand explicitly positions against specialty-coffee jargon.

The business is privately held and family-trust-owned (The Trustee for The May Family Trust #2), bootstrapped with no disclosed external funding or parent entity, and operates with 11–50 employees. Stated scale metrics include 20,000+ happy customers, 1,600+ five-star reviews, and annual throughput of 50,000kg+ roasted post-Covid, up from ~23,000kg in 2019. A Bronze Medal at the Golden Bean Awards (Colombia component of the Wander Filter Blend) provides third-party specialty validation.

Name

Fox Coffee

Legal name

The Trustee for The May Family Trust #2

Website

https://foxcoffee.com.au

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

11–50 employees

Short description

Fox Coffee is an Australian specialty coffee roastery founded in 2016, selling freshly roasted blends and single-origin beans direct-to-consumer online and via a roastery-cafe in Geebung, Queensland, with a B2B wholesale channel and a recurring Autoship subscription program.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roasting

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080)

akta.pro primary industry

Green Coffee Processing (Hulling, Grading, Decaffeination) (AFAFADAA)

akta.pro secondary industries

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ), Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE), Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA)

Keywords

• Specialty coffee roasting
• Wholesale coffee supply
• Coffee subscription service
• Fresh roasted beans
• Coffee e-commerce

Headquarters

HQ city

Geelong

HQ country

Australia

HQ region

Oceania

Offices1 record

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. E-commerce Product Sales: One-time purchase of coffee beans (blends and single origins) in various sizes (250g to 5kg) and grind types, sold directly via the Fox Coffee website to consumers across Australia.
2. Subscription / Autoship: Recurring subscription service (Autoship) delivering fresh-roasted coffee on a customer-defined schedule (weekly to 8-weekly). Customers save $6.30 per kilo (up to 10% off) with free shipping on orders $39.50+. Subscription includes the ability to skip, pause, or cancel at any time with no lock-ins.
3. Gift Cards: E-gift cards and physical in-store gift cards sold in denominations from $25 to $200, providing stored-value revenue that is redeemed upon purchase.
4. Bundles and Tasting Packs: Pre-curated multi-blend tasting packs (750g to 3kg) and build-your-own bundles (2–4 items) with tiered discounts of 5–15% off individual item pricing.
5. Wholesale Coffee Supply: B2B wholesale supply of Fox Coffee beans to cafes, restaurants, offices, and mobile coffee vans. Businesses apply via a wholesale enquiry form and are contacted by the Fox team to arrange supply agreements.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Fox Coffee is a specialty coffee roastery that roasts fresh specialty-grade coffee on a 60kg IMF roaster and sells it direct-to-consumer via foxcoffee.com.au (nationwide Australia delivery), via an Autoship subscription program, via a B2B wholesale program supplying cafes/restaurants/offices/mobile coffee vans, and through a walk-in roastery-cafe at Geebung, Queensland. Core offerings include signature blends (Crafted, Dusk, Hunter), rotating single origin subscriptions, seasonal limited releases, a glacier-water Mexican Decaf, tasting packs, bundles, cold brew concentrate, and gift cards.

Product overview

Fox Coffee is a specialty coffee roastery and retailer based in Geebung, Queensland, Australia, founded in 2016. The company operates as a single unified brand offering freshly roasted whole bean coffee and related products. The core product portfolio includes three signature blended coffees (Crafted Blend, Dusk Blend, Hunter Blend) alongside rotating single origin selections (Roasters Choice Espresso and Filter subscriptions, seasonal blends like Winter Gather and Wander Filter, plus fixed single origins from Nicaragua, Burundi, and Guatemala). Supporting products include the Coffee Blend Tasting Pack, The Regulars bulk bundle, Cold Brew Concentrate, and gift cards. The business also operates Fox Autoship, a subscription service offering recurring coffee delivery with savings, and a Wholesale Program for B2B customers. All products are roasted fresh and dispatched within 24 hours, with options for various grind types and sizes ranging from 250g to 5kg.

Differentiator

Problem solved

Functional benefit

Products and services

• Crafted Blend The all-time best-selling medium roast blend, tasting of sweet milk chocolate, toffee, and hazelnuts. Designed as an all-rounder for espresso machines, moka pots, plungers, and filter brewing. Sold in 250g to 5kg sizes and nine grind types including whole bean.
• Dusk Blend The boldest Fox Coffee blend, featuring cocoa, fudge, and heavy body with a long finish. Built for rich, robust brews that stand up in milk or as strong long blacks. Sold in 250g to 5kg sizes with the full grind range.
• Hunter Blend A rich Fox Coffee blend featuring milk chocolate, brown sugar, and marmalade acidity. Built around semi-washed Timor Leste and aimed at drinkers wanting something richer and more adventurous with character. Sold in 250g to 5kg sizes with full grind options.
• Roasters Choice Rotating Espresso Single Origin Subscription A rotating subscription delivering the head roaster's selection of the best or most exciting espresso-style single origin coffees. Expect vibrant, unique coffees often on the fruitier side (e.g., Nicaragua Cafe De San Juan, Burundi Dusangirijambo).
• Roasters Choice Rotating Filter Single Origin Subscription A rotating subscription delivering the freshest filter-roasted single origin coffees roasted specifically for pour-over brewing (Chemex, AeroPress, V60, and similar). Subscription is from $24.00.
• Wander Filter Blend Seasonal filter blend featuring Mariana Flores from Ecuador (anaerobic washed, Sidra) and Finca Las Flores from Colombia (anaerobic thermal shock, Ombligon). Tasting notes include orange candy, mixed tropical fruits, and honey. The Colombia component won a Bronze Medal at the Golden Bean Awards.
• Winter Gather Blend Vol 2 (Espresso) Limited seasonal winter espresso blend featuring Costa Rica Las Lajas Micromill (Alma Negra Natural), Rwanda Gishamwana Island (Anaerobic Natural), and Brazil Monte Verde (Natural). Tasting notes of maple syrup, berry jam, and chocolate nougat. Available while stock lasts.
• Nicaragua Cafe De San Juan (Espresso) Single Origin Single origin espresso from the PROCAFE cooperative in Nicaragua with bakers chocolate, dried apple, and toffee notes. Washed process from altitudes of 1,300–2,100 metres. Priced individually at checkout.
• Burundi Dusangirijambo Cooperative (Espresso) Single Origin Fully washed Bourbon single origin from Maruri Hill, Kayanza region at 1,800–1,900 MASL. Tasting notes include shortbread, orange toffee, and milk chocolate. Priced individually at checkout.
• Guatemala Agricola Chicoj (Filter) Single Origin Natural process single origin from Guatemala's Cobán region featuring pineapple, fruit punch, and mild dark chocolate. Produced by Cooperativa Integral Agrícola Chicoj at 1,340 MASL.
• Mexican Decaf (Espresso) Decaffeinated espresso with toffee, dark chocolate, and glacé cherry notes. Sourced from high-altitude Mexican growing regions (1,200–1,800 MASL) and decaffeinated using the premium chemical-free glacier water process.
• Coffee Blend Tasting Pack Curated tasting pack featuring three sealed pouches of Fox Coffee blends. Tasting notes include toffee, milk chocolate, deep cocoa, and bold dark chocolate with a hint of spice. Available in 750g (Try It at $47.25), 1.5kg Most Popular, and 3kg Best Value tiers, all with free shipping and up to 25% savings on RRP.
• The Regulars Bundle (2kg) Bulk bundle of three regular Fox Coffee blends featuring toffee, milk chocolate, and bold dark chocolate notes. Priced at $107.00 (was $126.00, save 15%) for the 2kg pack.
• Cold Brew Concentrate 1.5L Ready-to-drink cold brew concentrate available in Hunter Blend or Crafted Blend. Priced at $55.00 (was $100.00) per 1.5L bottle, with a 2x 1.5L multi-pack option. Crafted variant features sweet milk chocolate, toffee, hazelnuts; Hunter variant features marmalade, brown sugar, milk chocolate.
• Fox Coffee E-Gift Card Digital gift card available in denominations of $25, $50, $75, $100, $125, $150, $175, and $200. Valid for online purchases only.
• Fox Coffee Physical In-Store Gift Card Physical gift card available for in-store purchases at the Fox Coffee roastery location. Available in denominations of $25 to $200. Valid for 3 years from purchase date.
• Fox Autoship Subscription Service Direct-to-consumer coffee subscription delivering fresh-roasted beans on a customer-defined cadence (weekly, fortnightly, monthly to every 8 weeks). Offers up to 10% off every order and free shipping on orders over $39.50. Customers can edit, pause, skip, or cancel anytime with no lock-ins. Marketed as 'no lock-ins, no fine print.'
• Fox Coffee Wholesale Program (B2B) B2B coffee supply program for cafes, restaurants, offices, and mobile coffee vans. Fox Coffee provides regular wholesale supply or guest appearance options for businesses seeking a quality wholesale coffee supplier. Businesses initiate via a dedicated wholesale enquiry form specifying business type (cafe, restaurant, office, van, other) and stage (established or newcomer); Fox follows up to arrange quote-based supply agreements.

Quantifiable outcome

• 1600+ five-star reviews across products
• +4 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Regional players

• Flight Coffee: New Zealand specialty coffee roaster with wholesale and DTC operations serving cafes and consumers — adjacent peer offering comparable specialty products and channel mix but operating primarily in a different geography (NZ) than Fox Coffee (Australia).

Direct peers

• Single O: Sydney-based specialty roaster with cafes, wholesale, and DTC operations, known for innovative processing and approachable branding — comparable to Fox Coffee on specialty positioning and multi-channel specialty coffee model.
• Campos Coffee: Australian specialty coffee roaster founded in Sydney in 2002, operating roastery-cafes, wholesale supply, and DTC e-commerce across multiple states — the most direct comparable to Fox Coffee's model, but with a broader national footprint and longer brand history.
• Seven Seeds Coffee Roasters: Melbourne-based specialty coffee roaster operating a flagship cafe, wholesale program, and DTC subscriptions — closely comparable to Fox in product mix (specialty blends, single origins, subscriptions) and value proposition around freshness and direct trade.
• Padre Coffee: Brisbane-origin specialty roaster (later Melbourne-headquartered) with DTC, wholesale, and cafe operations — directly comparable to Fox Coffee in product range, channel mix, and value proposition around specialty-grade freshness.
• Market Lane Coffee: Melbourne specialty roaster with multiple cafes, wholesale supply, and a strong DTC subscription business — comparable to Fox in emphasizing named origins, freshness, and approachable specialty branding rather than jargon-heavy positioning.
• St Ali Coffee Roasters: Melbourne-based specialty roaster with a flagship cafe, wholesale supply, and DTC subscriptions — directly comparable to Fox in combining cafe/roastery with wholesale and subscription specialty offerings.
• Ona Coffee: Canberra-origin specialty coffee roaster with award-winning products, flagship cafes, wholesale supply, and DTC subscriptions — directly comparable to Fox on the specialty positioning, award validation, and multi-channel model.
• Code Black Coffee Roasters: Melbourne specialty roaster with roastery-cafe, wholesale, and DTC — comparable to Fox in integrating cafe and roastery operations while supplying wholesale accounts with specialty beans.

Broad incumbents

• Toby's Estate: Larger, more established Australian specialty coffee brand with national wholesale and cafe footprint — broader incumbent offering comparable specialty products but at meaningfully greater scale than Fox Coffee.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/FoxCoffeeAU
• Instagraminstagram.com/foxcoffeeau

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 Fox Coffee