IncaFé

What IncaFé does

IncaFé is a New Zealand-based specialty coffee roastery operating under the legal entity Peru Cafe Ltd, founded in 2003 by Carmen Castro and Joop Verbeek in Queenstown and now headquartered in New Plymouth, Taranaki. The company produces a portfolio of seven certified organic coffees — Marin (Peru), Java (Sumatra), Fiesta (blend), Habesha (Ethiopia), Forza (India), Swiss Water Decaf (Peru), and Geisha (Peru) — using traditional small-batch drum roasting at its Taranaki facility. Direct trade sourcing relationships span cooperatives in Peru, Indonesia, Ethiopia, and India, with farm-to-cup traceability and certifications including BioGro NZ organic and Toitu Carbonzero (emissions below 0.7kg CO2e per kg of coffee sold). Nitrogen-flushed, triple-layer packaging extends freshness to 24 months.

The business operates three go-to-market motions. Direct-to-consumer e-commerce through the Shopify-powered incafe.co.nz storefront serves individual buyers across New Zealand with a subscription model offering 6% savings on weekly, fortnightly, or monthly recurring deliveries and flexible pause/swap/cancel terms. A dedicated Café Supply wholesale division targets NZ hospitality businesses with commercial espresso equipment (including La Marzocco partnership), barista training, and ongoing support, a segment the company has served for over 20 years. A newer private label / white label program supplies retailers, distributors, and foodservice operators at commercial volumes from 100kg to 2,000kg+ per month. Pricing for retail SKUs ranges from NZD $9.30 (200g) to NZD $15.00 (Geisha 200g), with 3x1kg bulk saver packs at NZD $36.90-$42.30/kg and free nationwide shipping on orders over NZD $40.

The company is family-owned and founder-operated with 1-10 employees, bootstrapped with no disclosed external funding. Additional revenue-adjacent offerings include an Organic Drinking Chocolate line and Barista Essentials accessories. Customer trust signals include 850+ Trustpilot reviews at a 4.9 rating and a 2024 OrganicNZ People's Choice Beverage of the Year finalist recognition. Recent operational moves include a May 2024 transition to recyclable PE packaging under the NZ Soft Plastic Recycling Scheme and Living Wage Employer accreditation.

Name

IncaFé

Legal name

Peru Cafe Ltd

Website

https://incafe.co.nz

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

IncaFé is a family-owned New Zealand coffee roastery that drum-roasts and sells certified organic, direct-trade coffee through D2C e-commerce, café wholesale supply, and private label programs, serving health-conscious consumers, hospitality businesses, and retailers primarily in NZ.

Ownership category

akta.pro rank

Headquarters

HQ city

New Plymouth

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, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Direct Coffee Sales (D2C): Retail sales of roasted organic coffee beans to individual consumers through e-commerce platform, offering various sizes (200g, 1kg) and grind options
2. Coffee Subscriptions: Recurring subscription revenue model with weekly, fortnightly, or monthly delivery options. Subscribers save 6% on orders with flexible pause/swap/cancel capabilities
3. Café & Hospitality Wholesale: Wholesale coffee supply to New Zealand cafés and hospitality businesses, including equipment, training, and sustainable packaging solutions
4. Private Label / White Label: Commercial-scale private label program for retailers, distributors, and foodservice operators with volumes from 100kg/month to 2000kg+/month

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

IncaFé is a New Zealand-based organic coffee roastery that produces and sells certified organic, drum-roasted coffee beans sourced directly from small-scale farmers in Peru, Sumatra, India, and Ethiopia. Its portfolio spans single-origin and blended SKUs sold direct-to-consumer via its own e-commerce store and subscription service, alongside a wholesale café supply program and a private label/white label program for retailers, distributors, and foodservice operators.

Product overview

IncaFé is a New Zealand-based organic coffee roastery offering a portfolio of certified organic, drum-roasted coffees sourced directly from small-scale farmers. The core product line consists of seven signature roasted coffees: Marin (Peru), Java (Indonesia), Fiesta (Peru/Ethiopia/Sumatra blend), Habesha (Ethiopia), Forza (India), Decaf (Peru, Swiss Water process), and Geisha (Peru premium). These are complemented by flexible coffee subscription delivery, wholesale café supply with equipment and training services, and private label/bulk supply for retailers and distributors. Add-on offerings include barista accessories (Barista Essentials), organic drinking chocolate, and bulk saver packs. The company operates its own roastery in New Plymouth, Taranaki, using traditional drum roasting methods with direct trade sourcing from Peru, Sumatra, Ethiopia, and India.

Differentiator

Problem solved

Functional benefit

Products and services

• Marin Estate Organic Coffee Single origin medium roast from Peru featuring sweet cacao, berry fruits, and vanilla notes. Shade-grown at altitude with BioGro NZ organic certification.
• Java Organic Coffee Dark roast single origin from Indonesia (Sumatra) with big body, dark chocolate, and cedar notes. Minimal acidity with a lingering finish.
• Fiesta Organic Espresso Coffee Medium-dark espresso blend combining Bourbon, Catuai/Caturra, Mandheling and Yirgacheffe varieties from Peru, Ethiopia and Sumatra. Features strawberry, dark chocolate and cinnamon berry notes.
• Habesha Organic Coffee Single origin from Ethiopia (Yirgacheffe) with vanilla chocolate aroma, aniseed and sweet dried fruit. Delicate floral notes with jasmine florals.
• Forza Dark Roast Espresso Coffee Dark roasted single origin from India (Kerala) featuring an Arabica and Robusta blend. Rich caramel with dark chocolate and raisin notes, full-bodied without bitterness. Flagship Italian-style espresso.
• Decaf Organic Coffee Swiss Water decaf single origin from Cajamarca, Peru. 100% chemical-free decaffeination preserving brown sugar, blood orange and caramel notes. Medium-dark roast.
• Geisha Organic Coffee Premium single origin from Peru featuring the Geisha heirloom variety. Jasmine, plum, strawberry and honey notes. Among the most expensive coffee varieties globally.
• Coffee Subscription Service Flexible subscription delivering fresh roasted organic coffee on weekly, fortnightly or monthly schedules. Customers can customize grind type and quantity, pause or cancel anytime, with a 6% subscriber discount.
• Café Supply (Wholesale) Wholesale coffee supply program for New Zealand cafés and hospitality businesses. Includes commercial espresso equipment supply (including La Marzocco), barista training, and ongoing support services. Operating for 20+ years.
• Private Label / White Label Supply Commercial-scale private label coffee program for national retailers, wholesale distributors, and foodservice operators. Includes traceable certified organic supply, volume operations from 100kg/month to 2,000kg+/month, and packaging flexibility.
• Barista Essentials Accessories for professional and home baristas including cleaning products, filters, distributors, tampers, thermometers, milk jugs, drippers and scales.
• Organic Drinking Chocolate

Quantifiable outcome

• Carbon-positive coffee production with carbon sequestration exceeding total supply chain emissions
• +1 more outcomes

Named customers4 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

Feature3 records

Partnerships

Six partnerships are on record, tiered minor and core.

• Soft Plastic Recycling SchememinorStrategic or Co-development Partner · 1 May 2024IncaFé became members of the NZ Soft Plastic Recycling Scheme in May 2024, transitioning from compostable to recyclable PE packaging.
• Rabobank (Acorn Carbon Program)minorOthers · 1 January 2024Rabobank's Acorn program developing carbon credit schemes for coffee growers, using satellite imaging to measure tree and plant cover for carbon inventory.
• COOPCHEBI CooperativecoreStrategic or Co-development PartnerLong-standing partnership with COOPCHebi cooperative in central Peru. The cooperative was formed in 2001 from a conglomerate of plantations originally established by Hector Marin and Rosa in 1942. IncaFé works directly with growers on specialty coffee processing methods and quality improvements.
• Toitu (Carbonzero)coreStrategic or Co-development PartnerToitu carbon-zero certified operation. IncaFé's verified emissions are below 0.7kg CO2e per kg of coffee sold, certified from export port to customer delivery.
• Trees for SurvivalminorStrategic or Co-development PartnerIncaFé sponsors tree planting through Trees for Survival organization as additional carbon offset beyond their Carbonzero certification.
• Trees That CountminorStrategic or Co-development PartnerIncaFé sponsors additional tree planting through Trees That Count as part of their carbon-positive commitment.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Coffee Supreme: NZ specialty coffee roaster with café supply, wholesale, and consumer products. Direct peer across the café/hospitality B2B channel and specialty single-origin range, competing for the same NZ wholesale accounts.
• Robert Harris: Iconic NZ coffee roaster and café chain offering roasted coffee retail and café supply. Comparable across retail roasted-coffee and café-supply channels; broader scale and own retail footprint make it a more established competitor.
• Allpress Espresso: New Zealand-founded specialty coffee roaster serving D2C, wholesale café, and subscription customers across NZ and Australia. Closest direct peer given overlapping product range (specialty roasted coffee), target customers (cafés and home consumers), and wholesale-plus-D2C GTM motion.
• Mojo Coffee: NZ specialty roaster serving wholesale and D2C with a subscription model. Direct peer on subscription GTM and café supply, with a larger scale and broader geographic reach.
• Espresso Workshop: NZ specialty roaster and coffee equipment supplier focused on café/hospitality wholesale. Comparable in the café-supply channel and on barista training/equipment bundling, though with less D2C emphasis.
• Flight Coffee: Wellington-based specialty roaster with wholesale, café, and consumer offerings. Comparable as a NZ specialty competitor focused on quality and direct trade, with similar GTM across wholesale and D2C.
• Ozone Coffee Roasters: NZ-origin specialty roaster with operations in NZ and the UK. Comparable on premium single-origin range and café/wholesale focus, though with significantly larger international footprint.
• Supreme Coffee: Long-established NZ coffee brand (now part of Suntory) competing across retail and foodservice. Comparable on café supply, private-label, and grocery distribution, though at meaningfully larger scale and broader portfolio.

Broad incumbents

• Cravendale / DB Super Coffee: Mass-market NZ coffee brands at much larger scale. Comparable as a private-label and grocery competitor; illustrates the scale advantage that mass incumbents have over boutique organic roasters in NZ retail.
• Café Imports: Large green-coffee importer serving roasters globally. Comparable as a counterparty in the specialty green-bean supply chain and as a broad incumbent defining specialty sourcing standards that IncaFé adheres to.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/incafecoffee
• Facebookfacebook.com/Incafecoffee

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 IncaFé