SUR Coffee

What SUR Coffee does

SUR Coffee is a privately-held craft coffee roaster and specialty café founded in 2016 and headquartered in San Clemente, California. The company sources single-origin and blended coffees through long-standing direct-trade relationships with named producers in El Salvador (Mauricio Salaverria at Finca Divisadero), Guatemala (DeLeon brothers, Recinos family), Costa Rica (Hacienda Sonora), Mexico (Buena Onda project), and Hawai'i (Elepoki Coffee, Koi family), positioning its "Peak to Pour" supply chain transparency as a core differentiator versus commodity roasting. The product portfolio includes signature blends (Gaviota House Blend, Dawn Patrol, Uppers, Middles Half-Caf, Lowers Decaf), single-origin and limited-batch releases, specialty instant coffee, the Roaster's Club subscription, branded apparel, and resold Fellow Products equipment. Distribution runs through the company's e-commerce site, four physical cafés across Southern California (San Clemente, Huntington Beach, Laguna Beach opening April 2026, and a partnership location at Bashams Surf Shop), a wholesale program for partner cafes, a mobile coffee cart for events, and order-ahead via Square.

Name

SUR Coffee

Legal name

Sur Coffee

Website

https://surcoffee.com

Company type

Private

Founded year

2016

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Specialty Coffee Roastery

NAICS

Coffee and Tea Manufacturing (31192)

SIC

Beverages (2080), Retail-Eating Places (5812)

akta.pro primary industry

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)

akta.pro secondary industries

Coffee Blending & Flavoring (AFAFADAC), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), Beverage Service (Coffee/Tea/Juice) & Refreshment Stations (HSACAGAJ)

Keywords

• Specialty coffee roastery
• Direct trade coffee
• Craft coffee blends
• Coffee subscription service
• Specialty coffee cafe

Headquarters

HQ city

San Clemente

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Coffee Sales: Direct-to-consumer sales of roasted coffee beans through e-commerce and physical cafe locations. Includes single-origin and blended offerings at various price points ($12-$24 per bag).
2. Roaster's Club Subscriptions: Monthly coffee subscription service delivering curated selections on customer schedules. Offers 10% discount on subscription orders with flexibility to pause or cancel anytime.
3. Fellow Products Resale: Resale of specialty coffee equipment including Fellow branded products (kettles, coffee makers, grinders, accessories) ranging from $69.95 to $1,499.95.
4. Apparel and Merchandise: Branded apparel including hoodies, t-shirts, crewnecks, and beanies. Collaborative items with partners like Tenore. Prices range from $22-$128.
5. Wholesale: B2B wholesale program for cafes and businesses to purchase Sur Coffee products for resale.
6. Gift Cards: Digital and in-store gift card programs for gifting purposes.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

SUR Coffee is a craft coffee roaster and specialty café that sells direct-trade roasted coffee blends and single-origin coffees through its own e-commerce storefront, subscription service (Roaster's Club), and multi-location cafés in Southern California. The company complements its core coffee line with branded apparel, gift cards, a mobile Coffee Cart service for events, B2B wholesale supply, and retail of Fellow-brand specialty coffee equipment such as kettles, the Aiden Precision Coffee Maker, and the Espresso Series 1.

Product overview

SUR Coffee is a craft coffee roaster and specialty café offering a portfolio of coffee products and coffee equipment accessories. The core offering consists of signature blended coffees (Gaviota House Blend, Dawn Patrol, Uppers Blend, Middles Half-Caf, Lowers Decaf) and single-origin offerings (El Salvador Divisadero, Hawaiian Ka'u Blend, Buena Onda Mexico, Costa Rica Diego Guardia) alongside the Roaster's Club subscription service. The company also retails Fellow-brand coffee equipment including the Aiden Precision Coffee Maker, Corvo EKG Pro and Stagg EKG Pro kettles, Electric Atmos vacuum canisters, and Espresso Series 1 machines. Apparel includes branded merchandise such as the Crew Sweater, Sur Coffee x Tenore collaboration pieces, and The Sur Beanie. A mobile Coffee Cart service extends the brand to events.

Differentiator

Problem solved

Functional benefit

Brands

• Roaster's Club: Subscription service offering regularly delivered fresh coffee on a customer's schedule.

Products and services

• Gaviota House Blend Medium-roasted signature blend of El Salvador and Guatemala coffees with toffee, honey, and classic tasting notes, sold as a 10oz bag for $19.
• Dawn Patrol Medium-dark roast blend combining Peru and El Salvador coffees, featuring dark chocolate and dried fruit tasting notes, named for early morning surf sessions.
• Uppers Espresso Blend Espresso blend with brown sugar, cherry, and a balanced flavor profile, sold as a 10oz bag.
• Middles Half-Caf Half-caffeine blend with molasses, hazelnut, and cherry tasting notes, sold as a 10oz bag.
• Lowers Decaf Swiss Water decaf blend with molasses, hazelnut, and rich flavor, sold as a 10oz bag.
• Ritual of Adventure Instant Blend Specialty instant coffee with toffee, honey, and classic tasting notes, priced at $12.
• El Salvador Divisadero Natural Limited-batch direct-trade light roast from Finca Divisadero in El Salvador; natural process brings out strawberry and cocoa nib flavors.
• Hawaiian Ka'u Blend Medium dark roast from Ka'u, Hawai'i with almond, chocolate, and brown sugar notes. $5 from each bag sold supports North Shore Junior Lifeguards.
• Buena Onda Mexico Medium dark roast from Mexico with hazelnut, maple, and rich flavor. $5 from each purchase supports the Buena Onda Project in Baja, Mexico.
• Costa Rica Diego Guardia 2025 Single-origin coffee from Hacienda Sonora at 1,200 meters elevation near Poás Volcano in Costa Rica, produced on a farm powered by renewable energy from an on-site water turbine.
• Roaster's Club Subscription Monthly coffee subscription delivering curated single-origin and direct-trade offerings on the customer's schedule, with 10% off every order and ability to pause or cancel anytime.
• Sur Coffee Cart Service Mobile coffee cart service bringing the full Sur Coffee experience to events, brand partnerships, and customer locations.
• Sur Coffee Wholesale Program B2B wholesale program supplying Sur Coffee roasted products to cafés and businesses for resale.
• Aiden Precision Coffee Maker Fellow-brand automatic drip coffee maker that brews pour-over style coffee with precision control, supporting single serving to 10-cup batch with customizable recipes. Sold at $399.95.
• Corvo EKG Pro Electric Kettle Fellow-brand precision temperature control kettle with customizable brew settings, WiFi firmware updates, and digital temperature display. Sold at $179.95.
• Corvo EKG Pro Electric Kettle (Studio Edition) Premium Studio Edition of the Fellow Corvo EKG Pro featuring a reflective glass base and sleek metal touchpoints for countertop statement aesthetics.
• Stagg EKG Pro Electric Kettle Fellow-brand gooseneck precision kettle with digital temperature control, wooden handle accents, and customizable brew settings.
• Stagg EKG Pro Electric Kettle (Studio Edition) Premium Studio Edition Fellow-brand gooseneck kettle with refined aesthetics and precision temperature control features.
• Clyde Electric Kettle Fellow-brand 1.5-liter electric kettle with LED switch, stainless steel body, and stovetop-inspired design. Sold at $99.95.
• Electric Atmos Vacuum Canister Fellow-brand electric vacuum-sealed storage canister that preserves coffee bean freshness with automatic vacuum monitoring and a USB-C rechargeable battery. Sold at $69.95.
• Espresso Series 1 Fellow-brand home espresso machine with temperature stability, pressure control, 58mm portafilter, and digital display. Sold at $1,499.95.
• Tally Pro Precision Scale (Studio Edition) Fellow-brand precision coffee scale with digital display and control knob for accurate brewing measurements. Sold at $199.95.
• Sur Coffee Crew Sweater Premium ring-spun cotton 3-end fleece crewneck sweater with generous fit, available in misty blue and mocha brown. Sold at $40.
• Sur Coffee x Tenore Hoodie Black pullover hoodie featuring Sur Coffee and Tenore logos with front kangaroo pocket and ribbed cuffs. Sold at $128.
• Sur Coffee x Tenore Tee Black t-shirt with Sur Coffee and Tenore branding. Sold at $48.
• The Sur Beanie Ribbed knit beanie with Sur Coffee logo embroidery, available in blue, black, and sand colors. Sold at $22.
• Roasters Club T-shirt Light gray t-shirt featuring Roasters Club branding with coastal sunset graphics.
• Sur Coffee Gift Cards Digital and in-store gift cards starting at $10, redeemable at Sur Coffee cafés and online.

Named customers2 records

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

Nine partnerships are on record, tiered core and minor.

• OB BeanscoreStrategic or Co-development PartnerLong-term partnership with OB Beans for the Buena Onda (Good Vibes) project in Baja, Mexico. $5 from each Buena Onda Mexico blend purchase supports children and families in Punta Colonet, Mexico. Initiative focused on education, health, and community development.
• Fellow ProductscoreTechnology or IntegrationSur Coffee carries and retails Fellow Products including Aiden Precision Coffee Maker, Corvo EKG Pro kettles, Stagg EKG Pro kettles, Clyde Electric Kettle, Electric Atmos Vacuum Canister, Espresso Series 1, and Tally Pro Precision Scale. Products featured with detailed descriptions and customer reviews on Sur Coffee website.
• North Shore Junior LifeguardscoreGTM or Marketing PartnerPartnership with North Shore Junior Lifeguards for Hawaiian Ka'u Blend. $5 from every bag purchased goes directly to ocean safety education, equipment, and youth programming supporting the next generation of watermen and waterwomen.
• TenoreminorGTM or Marketing PartnerCollaborative apparel partnership with Tenore producing branded hoodies ($128) and t-shirts ($48) featuring both brand logos.
• Mauricio SalaverriacoreStrategic or Co-development PartnerDirect-to-grower partnership with producer Mauricio Salaverria in El Salvador. Long-standing relationship with personal community engagement directly influencing bean selection for core blends. Featured producer with 6+ years of direct trade relationship.
• DeLeon BrotherscoreStrategic or Co-development PartnerDirect-to-grower partnership with the DeLeon brothers in the Guatemalan highlands. Long-standing relationship with personal community engagement influencing bean selection.
• Hacienda SonoraminorStrategic or Co-development PartnerDirect trade partnership with Hacienda Sonora in Costa Rica, growing exceptional coffee at 1,200 meters elevation near Poás Volcano. Farm operates sustainably, powered entirely by renewable energy from an on-site water turbine.
• Recinos FamilyminorStrategic or Co-development PartnerCoffee sourcing partnership with Recinos family in Jutiapa, Guatemala. Family has been growing coffee since 1870, focusing on keeping coffees well nourished to resist disease.
• Koi Family / Elepoki CoffeeminorStrategic or Co-development PartnerPartnership with Koi family at Elepoki Coffee in Ka'u, Hawai'i for Hawaiian Ka'u Blend. Beans cultivated in rich volcanic soil using generations of farming knowledge.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Counter Culture Coffee: Specialty coffee roaster with direct-trade producer relationships, training, and wholesale program. Comparable to SUR Coffee on direct-trade sourcing and B2B/wholesale channels, though lighter on own retail cafés.
• Go Get Em Tiger: Los Angeles-based specialty roaster and café operator with a lifestyle-driven brand identity. Comparable to SUR Coffee on Southern California beach/urban café presence, community-led positioning, and small-batch roasting.
• Intelligentsia Coffee: Specialty roaster with cafés, subscription program, and direct-trade producer relationships. Closely aligned with SUR Coffee on roastery-cafe model and supply-chain transparency positioning.
• La Colombe Coffee Roasters: Specialty coffee roaster operating cafés and DTC e-commerce/subscription channels. Comparable to SUR Coffee on multi-channel distribution, café-retail hybrid, and premium positioning.
• Blue Bottle Coffee: Specialty coffee roaster with a strong DTC e-commerce, subscription, and café footprint, including California beachfront-adjacent locations. Closely comparable to SUR Coffee on roastery-plus-cafe model, premium single-origin positioning, and direct trade narrative.
• Philz Coffee: Specialty coffee company with cafés, custom-blend positioning, and community-driven brand. Comparable to SUR Coffee on roastery-cafe model and California-based lifestyle brand identity.
• Verve Coffee Roasters: California-originated specialty roaster with cafés, subscription program, and surf/lifestyle-aligned brand identity. Comparable to SUR Coffee on DTC + café + subscription mix, California roots, and lifestyle-led marketing.
• Stumptown Coffee Roasters: Specialty coffee roaster offering direct-trade single origins, subscriptions, and cafés. Comparable to SUR Coffee on roastery-plus-cafe model and direct-trade sourcing story.

Broad incumbents

• Starbucks Reserve: Premium tier of a national coffee chain offering specialty single-origin coffees and roastery experiences. Surfaced as the broad incumbent whose impersonal chain experience SUR Coffee explicitly positions against.
• Peet's Coffee: Established specialty-adjacent coffee company with broad retail, e-commerce, and subscription footprint. Surfaced as a broad incumbent competing for the same specialty-coffee consumer wallet.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/surcoffee
• LinkedInlinkedin.com/company/sur-coffee

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 SUR Coffee