GOFAIR
GOFAIR GmbH is an Austrian B2B provider of climate-neutral hot beverage vending machines and BIO/FAIRTRADE consumables, serving offices, large kitchens, care facilities, corporate catering, and schools through a network of seven licensed partners across Austria.
- Company typePrivate
- Founded2012
- HeadquartersEbersdorf, Austria
- Headcount11–50
- GTM typeB2B
- OfferingServices
What GOFAIR does
GOFAIR GmbH is an Austrian private limited company founded in 2012 and headquartered in Ebersdorf, Austria, that distributes climate-neutral hot beverage vending machines and consumables to B2B customers across Austria. The company sells a portfolio of bean-to-cup and bulk beverage equipment — including Jura (WE6/WE8), GOFAIR-branded machines (Lio 2C, BusinessLine iC, Grande SM, Kalea, Krea Touch, LUCE series, Opera, Animo K230/K400/TS NG 33, XPress 3) — designed for offices, large kitchens, care facilities, corporate catering, and schools. Equipment tiers are matched to monthly cup volume requirements ranging from 400 cups/month for entry-level office units to 1,000+ cups/month for school and high-capacity installations.
The business model combines hardware leasing/sales with recurring consumables revenue (BIO and FAIRTRADE certified coffee, milk alternatives, chocolate and vanilla drinks in compostable packaging) and licensing economics through a network of seven licensed partners spanning Rohr bei Hartberg, Korneuburg, Obersdorf, Weiz, Feldbach, Groß Rust, and St. Oswald bei Freistadt. Each partner delivers the full product range plus installation, maintenance, and ecological aftercare. Pricing is usage-based and customized per monthly cup volume, with no public list price.
Differentiation rests on a sustainability narrative anchored by two long-term strategic partnerships: a 10+ year FAIRTRADE Österreich partnership (covering fair working conditions and organic cultivation) and an ongoing commercial relationship with Ökoregion Kaindorf, from which GOFAIR purchases humus certificates (68g CO2 removed per beverage) to certify each drink as 100% climate neutral. The company holds AT-BIO-402 organic certification through Lacon GmbH. Operations are run by a founder-led team of approximately five (CEO Rainer Dunst, Project Lead Christoph Gerhold, plus marketing, office organization, and design staff), with no disclosed outside funding or institutional investors.
GOFAIR firmographics
Firmographics- Name
- GOFAIR
- Legal name
- GOFAIR GmbH
- Website
- https://gofair.at
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- GOFAIR GmbH is an Austrian B2B provider of climate-neutral hot beverage vending machines and BIO/FAIRTRADE consumables, serving offices, large kitchens, care facilities, corporate catering, and schools through a network of seven licensed partners across Austria.
- Ownership category
- akta.pro rank
GOFAIR industry classification
Industry- Product category
- Vending Coffee Services
- NAICS
- Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192), Beverage Manufacturing (3121)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Beverages-to-Go (Coffee, Smoothies, Juices, Fountain/Dispensed) (CRAHAKAI)
- akta.pro secondary industries
- Functional Beverages (Vitamins, Probiotics, Nootropics, etc.) (CRADAHAL), Specialty Coffee Adjacent Beverage Bars (Chai, Cacao, Alternative Lattes) (THAFAKAH)
Keywords
Where GOFAIR is headquartered
LocationHeadquarters
- HQ city
- Ebersdorf
- HQ country
- Austria
- HQ region
- Europe
Offices2 records
Markets served
GOFAIR business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Others
Revenue model
- Coffee Machine Sales and Service: GOFAIR provides hot beverage vending machines ranging from compact table-top units for small offices to high-tech bean machines meeting gastronomy standards. Equipment is supplied through a network of licensed partners with associated service and maintenance contracts.
- Sustainable Coffee and Beverage Products: Sale of BIO and FAIRTRADE certified coffee, milk alternatives, chocolate, and vanilla milk products. Consumables are supplied in compostable packaging.
- License and Service Partner Network: Business model includes licensing certified partners across Austria to distribute GOFAIR products and provide maintenance services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Usage-based | Monthly | Entry-level office solutions from 400 cups/month |
| Usage-based | Monthly | Large kitchen solutions from 500-700 cups/month |
| Usage-based | Monthly | Educational institution solutions from 800-1000 cups/month |
Go-to-market motion2 records
Distribution channels8 records
Marketing channels4 records
GOFAIR product offering
Product offeringCore offering
GOFAIR GmbH provides and distributes climate-neutral hot beverage vending machines (coffee, cocoa, milk-based drinks) and BIO/FAIRTRADE certified consumables to Austrian businesses and institutions. Solutions span office coffee machines (Jura WE-series, GOFAIR-Lio, BusinessLine iC, Grande SM, Kalea, Krea Touch), large-kitchen equipment (Animo series, XPress 3), and school/corporate standing automatons (LUCE series, Opera). The full beverage supply chain is certified BIO and FAIRTRADE, with each drink offsetting 68g of CO2 via humus certificates purchased from Ökoregion Kaindorf, and served in fully compostable cups.
Product overview
GOFAIR offers a comprehensive portfolio of climate-neutral hot beverage vending machines and systems, built on 100% bio and FAIRTRADE certified ingredients. The product lineup spans three main categories: (1) Office solutions including Jura professional bean-to-cup machines (WE6, WE8), GOFAIR-Lio 2C, GOFAIR BusinessLine iC, GOFAIR-Grande SM, GOFAIR-Kalea, and GOFAIR-Krea Touch for workplace catering; (2) Stand machines including GOFAIR-LUCE zero.0 SM, GOFAIR-LUCE Easy Media (with built-in monitor for info-point functionality), and GOFAIR-Opera for schools and business catering; and (3) Large kitchen equipment including GOFAIR-Animo K230/K400, GOFAIR-Animo TS NG 33, and GOFAIR-XPress 3 for high-capacity commercial food service operations. All products emphasize sustainability with compostable cups, climate neutrality through humus certificates, and no artificial additives.
Differentiator
Problem solved
Functional benefit
Products and services
- Office coffee machines (Büro line) Compact to professional bean-to-cup and vending machines for Austrian offices, including Jura WE6 and WE8 (from 400 and 600 cups/month), GOFAIR-Lio 2C (from 400 cups/month), GOFAIR BusinessLine iC (from 500 cups/month), GOFAIR-Grande SM with 12 direct selection buttons (from 600 cups/month), GOFAIR-Kalea design machine (from 800 cups/month), and GOFAIR-Krea Touch with large touch display (from 700 cups/month). For offices seeking café-quality, climate-neutral hot beverages without owning the equipment.
- Large kitchen coffee solutions (Großküchen line) High-capacity machines for hospitals, care homes, and large-scale catering. GOFAIR-Animo K230/K400 (compact, from 500 cups/month) for filling whole carafes, GOFAIR-Animo TS NG 33 with 12 selection buttons (from 600 cups/month), and GOFAIR-XPress 3 with turbo-fast 8-second 1-liter output (from 700 cups/month). Built-in usage monitoring software enables precise portion planning to eliminate overproduction.
- Standing automatons for schools and corporate catering GOFAIR-LUCE zero.0 SM with 16 selection options (from 800 cups/month), GOFAIR-LUCE Easy Media with built-in monitor functioning as info-point and specially developed software (from 1,000 cups/month), and GOFAIR-Opera top-tier model with up to 20 selection buttons (from 900 cups/month). GOFAIR-LUCE and Opera offer caffeine restriction programming via dedicated key for school settings, plus extensive milk chocolate and vanilla milk options.
- BIO and FAIRTRADE certified coffee and consumables Climate-neutral hot beverage consumables supplied in compostable packaging, including coffee, milk alternatives, milk chocolate, and vanilla milk products. All raw materials are 100% BIO (AT-BIO-402) and FAIRTRADE certified, with no artificial additives, no E-numbers, and lactose-free milk options. Each beverage removes 68g CO2 from the atmosphere via humus certificates from Ökoregion Kaindorf.
- License and service partner program GOFAIR licenses certified Austrian partners to distribute the complete GOFAIR product range and deliver installation, maintenance, and ecological aftercare for equipment. Seven partners operate across Austria in Rohr bei Hartberg, Korneuburg, Obersdorf, Weiz, Feldbach, Groß Rust, and St. Oswald bei Freistadt. The Ebersdorf headquarters handles direct inquiries when no local partner exists.
- Equipment maintenance and service contracts Professional maintenance and service for GOFAIR coffee vending machines, handled through the licensed service partner network across Austria. Eliminates customer burden of machine acquisition, maintenance, and coffee grounds disposal.
Quantifiable outcome
- Reduces overproduction by approximately one-third in healthcare settings
- +3 more outcomes
Companies that use GOFAIR
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
GOFAIR technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
GOFAIR partnerships and signals
Strategic signalPartnerships
Nine partnerships are on record, tiered core.
- FAIRTRADE ÖsterreichcoreGOFAIR has maintained a partnership with FAIRTRADE Österreich since its founding in 2012. In 2022, the partnership celebrated its 10th anniversary with a certificate presentation to CEO Rainer Dunst. The partnership ensures fair working conditions for small farmer families in coffee-growing regions, prohibits child labor, and maintains products free from toxic agrochemistry and genetically modified seeds.
- Ökoregion KaindorfcoreGOFAIR purchases humus certificates from Ökoregion Kaindorf to make every beverage 100% climate neutral. For each drink consumed, 68g CO2 is removed from the atmosphere and stored long-term as humus in soil. This simultaneously helps reclaim depleted agricultural land and supports the organization's scientifically monitored humus buildup project.
- Gerhold Ges.m.b.H.coreLicense and service partner for Rohr bei Hartberg region. Provides complete GOFAIR product range and professional maintenance services.
- NUOVO CAFFÈ - R. PETER GmbHcoreLicense and service partner for Korneuburg region. Provides complete GOFAIR product range and professional maintenance services.
- PETRU - Automaten GmbHcoreLicense and service partner for Obersdorf region. Provides complete GOFAIR product range and professional maintenance services.
- Mandl Getränke- & Verpflegungsautomaten OGcoreLicense and service partner for Weiz region. Provides complete GOFAIR product range and professional maintenance services.
- Alfredos Kaffee Vertriebs GmbHcoreLicense and service partner for Feldbach region. Provides complete GOFAIR product range and professional maintenance services.
- Haftners Kaffee und ServicecoreLicense and service partner for Groß Rust region. Provides complete GOFAIR product range and professional maintenance services.
- Der Aumair Verpflegungsautomaten & Service GmbHcoreLicense and service partner for St. Oswald bei Freistadt region. Provides complete GOFAIR product range and professional maintenance services.
Scale indicators4 records
Recent moves6 records
Expansion highlights4 records
GOFAIR competitors and assessment
Company assessmentDirect peers
- Animo B.V. Dutch manufacturer of professional coffee and hot beverage equipment for offices, large kitchens, and care facilities. GOFAIR resells the Animo K230, K400, and TS NG 33 lines and directly competes with Animo's own distribution in the Austrian institutional market.
- JURA Elektroapparate AG: Swiss manufacturer of premium bean-to-cup coffee machines for office and professional use. GOFAIR directly resells multiple Jura machines (WE6, WE8) and competes in the same Austrian B2B office coffee segment, though from a distribution/operator angle rather than manufacturing.
- Schaerer AG: Swiss manufacturer of professional coffee machines for offices, gastronomy, and convenience retail. Competes with GOFAIR in DACH B2B coffee equipment, including in large-kitchen and care-facility use cases.
Broad incumbents
- Franke Coffee Systems: Division of Franke Group producing fully automatic professional coffee machines for offices, quick-service restaurants, and convenience stores. Direct competitor in the Austrian institutional coffee machine market.
- Melitta Professional Coffee Solutions: B2B arm of Melitta offering coffee machines and bean-to-cup solutions to offices, hotels, and foodservice. Competes with GOFAIR across the office and corporate catering coffee machine segment.
- Segafredo Zanetti Espresso (HoReCa): Italian coffee brand with a substantial HoReCa and vending B2B distribution network across Europe. Comparable to GOFAIR in providing branded coffee solutions to Austrian foodservice and institutional buyers.
- Lavazza Professional: Lavazza's B2B arm (including the former Lavazza BLUE/Espresso Point system) supplying capsule and bean coffee machines to offices and HoReCa. Overlaps directly with GOFAIR's office and corporate catering segments across Europe.
- Nespresso Professional: Nestlé's B2B coffee solutions division offering capsule and bean-to-cup machines to offices, hotels, and restaurants globally. Competes with GOFAIR across the Austrian office and HoReCa segments with much larger brand and procurement scale.
Emerging players
- Cafitesse (DE Master Blenders / JDE): JDE's B2B liquid-coffee dispenser brand focused on offices and foodservice operators needing high-volume filter coffee. Adjacent peer to GOFAIR's large-kitchen / care-home segment where carafe and high-capacity brewing is required.
Regional players
- Heyday Group (Office Coffee Austria): Austrian provider of office coffee solutions and vending machines serving similar B2B segments to GOFAIR. Most direct Austrian regional competitor given overlapping customer base and product range.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
GOFAIR social profiles
Digital presenceGOFAIR compliance and trust
Trust signalCompliance1 record
GOFAIR financial estimates
Financial estimateRevenue estimate
Valuation estimate
GOFAIR leadership team
Management profileNumber of profiles
Profiles5 records
GOFAIR funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
GOFAIR M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about GOFAIR
What does GOFAIR do?
GOFAIR GmbH provides and distributes climate-neutral hot beverage vending machines (coffee, cocoa, milk-based drinks) and BIO/FAIRTRADE certified consumables to Austrian businesses and institutions. Solutions span office coffee machines (Jura WE-series, GOFAIR-Lio, BusinessLine iC, Grande SM, Kalea, Krea Touch), large-kitchen equipment (Animo series, XPress 3), and school/corporate standing automatons (LUCE series, Opera). The full beverage supply chain is certified BIO and FAIRTRADE, with each drink offsetting 68g of CO2 via humus certificates purchased from Ökoregion Kaindorf, and served in fully compostable cups.
Is GOFAIR a public or private company?
GOFAIR is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was GOFAIR founded?
GOFAIR was founded in 2012. It employs 11 to 50 people.
Where is GOFAIR based?
GOFAIR is headquartered in Ebersdorf, Austria, in the Europe region.
How does GOFAIR make money?
Three revenue lines are on record. Coffee Machine Sales and Service is the primary driver. The others are sustainable Coffee and Beverage Products and license and Service Partner Network.
Who are GOFAIR's main competitors?
Direct peers on record are Animo B.V., JURA Elektroapparate AG and Schaerer AG. Broad incumbents are Franke Coffee Systems, Melitta Professional Coffee Solutions, Segafredo Zanetti Espresso (HoReCa), Lavazza Professional and Nespresso Professional. Cafitesse (DE Master Blenders / JDE) is listed as an emerging player. Heyday Group (Office Coffee Austria) is listed as a regional player.
Does GOFAIR have an API?
No public API is recorded for GOFAIR.
What industry is GOFAIR in?
GOFAIR's product category is Vending Coffee Services. Its primary akta.pro industry code is CRAHAKAI, Beverages-to-Go (Coffee, Smoothies, Juices, Fountain/Dispensed), with a secondary code of CRADAHAL, Functional Beverages (Vitamins, Probiotics, Nootropics, etc.). Its NAICS code is 311920 and its SIC code is 2080.