Roastmasters

What Roastmasters does

Roastmasters is a Pretoria-based, founder-led coffee roasting company founded in 1993 that produces and sells air-roasted Arabica coffees alongside complementary equipment, capsules, and accessories. The core product range comprises 30 roast profiles — 12 single origin Arabicas, 10 proprietary Arabica blends, and 11 flavoured coffees — sold in pack sizes from 64g to 1kg with customisable grind profiles (beans, plunger, filter, espresso). Distribution runs through the company's own e-commerce site, a factory café at the Pretoria roastery, and a sales-led B2B channel that handles corporate gifting, weddings, restaurants, and coffee traders with end-to-end personalised packaging services.

Name

Roastmasters

Legal name

Roastmasters

Website

https://roastmasters.co.za

Company type

Private

Founded year

1993

Operating status

Operating

Headcount range

11–50 employees

Short description

Roastmasters is a Pretoria-based, founder-led coffee roaster founded in 1993 that sells air-roasted Arabica coffees (30 roast profiles), Nespresso-compatible capsules, and Jura and Mythos coffee machines to South African consumers, offices, and restaurants.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roasting

NAICS

Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192)

SIC

Beverages (2080), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Coffee Roasting & Grinding (AFAFADAB)

akta.pro secondary industries

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ), Coffee (Roasted, Ground, Whole Bean) (CRADAHAG), Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)

Keywords

• Specialty coffee roasting
• Air roasted coffee
• Coffee machines retail
• Corporate coffee supply
• Nespresso compatible capsules

Headquarters

HQ city

Pretoria

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Roasted Coffee Sales: Sale of whole bean coffee in various roasts (30+ varieties) and sizes (1kg, 250g, 80g, 64g). Includes single origin, blends, and flavoured options.
2. Coffee Capsules: Nespresso-compatible capsules sold individually at R10.00 per capsule, offering convenience for compatible machine owners.
3. Coffee Machine Sales: Sale of commercial and home coffee machines including Jura and Mythos brands. Prices range from R18,095.70 to R139,616.87. Also offers rent-to-own option for home users.
4. Syrups and Powders: Sale of flavoured syrups (750ml at R161.00), Coffee Freezo (R210.45), Spiced Chai (R207.00), and White Chocolate Powder (R180.55)
5. Gift Cards and Gift Packs: Gift cards ranging from R100 to R1,000, and gift packs at R450 for corporate or personal gifting occasions
6. Training Services: Barista training and coffee tasting experiences for enthusiasts, team building, corporate hospitality, and coffee lovers
7. Accessories Sales: Sale of coffee accessories including grinders like the Ares OD Touch Grinder at R14,950.00

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Roastmasters roasts and sells 30+ varieties of Arabica coffee (single origin, blends, flavoured) using an air roasting method, and distributes them via its e-commerce shop and factory café in Pretoria. The company also sells Nespresso-compatible capsules, professional Mythos and Jura bean-to-cup coffee machines, syrups and powdered drink mixes, accessories such as grinders, and gift packs, while providing barista training, coffee tastings, nationwide delivery, and personalized corporate packaging.

Product overview

Roastmasters is a South African specialty coffee company offering a comprehensive portfolio centered on 30+ air-roasted Arabica coffee products across three main categories: whole bean/ground coffee (including 12 single origins, 10 blends, and 11 flavoured varieties), Nespresso-compatible capsules and refillable capsules, and coffee machines. The coffee machine lineup includes professional-grade Mythos machines (Ena, X1 2.0, Exel 2.0, Duo Touch, Echo, Echo Pro, Phoenix A2, Phoenix A2 G) and Jura automated machines (GIGA X3, X3c, X8, X8c, E6, E8, W8, ENA4), positioned for both office and commercial use. Complementary products include flavoured syrups (750ml), powdered drink mixes (Coffee Freezo, Spiced Chai, White Chocolate Powder), and accessories such as the Ares OD Touch grinder. Services include barista training, coffee tastings, nationwide delivery, personalised packaging solutions, and a rent-to-own program for machines. The company differentiates through air roasting methodology and positions itself as a complete coffee solution provider.

Differentiator

Problem solved

Functional benefit

Products and services

• Whole Bean and Ground Coffee (30 roast profiles) Air-roasted Arabica coffee sold in multiple sizes (1kg, 250g, 80g, 64g) and grind profiles (beans, plunger, filter, espresso) across single origin, blend, and flavoured varieties for home brewers, offices, restaurants, and coffee shops.
• Nespresso Compatible Capsules Single-serve coffee capsules compatible with Nespresso machines, available in French Roast, Italian Blend, San Remo, and Seattle varieties, sold individually and supplemented by refillable reusable capsules.
• Jura Coffee Machines Automatic bean-to-cup Jura coffee machines positioned across home and professional use, including the ENA4, E6, E8, W8, and GIGA X-series with capacities ranging from individual cups to 150 cups per day.
• Mythos Coffee Machines Professional bean-to-cup and commercial espresso Mythos machines, including the Ena, X1 2.0, Exel 2.0, Duo Touch, Echo, Echo Pro, Phoenix A2, and Phoenix A2 G, suited for offices, restaurants, and high-volume venues.
• Flavoured Syrups and Powdered Drink Mixes Handcrafted 750ml flavoured syrups in 11 varieties including Hazelnut, French Vanilla, Caramel Cream, and Amarula Cream, alongside powdered drink mixes such as Coffee Freezo, Spiced Chai, and White Chocolate Powder for hot and cold beverages.
• Ares OD Touch Grinder Programmable on-demand coffee grinder with 64mm burrs, 1.2kg hopper, digital touch screen, single and double dose selection, and programmable doses aimed at medium-scale brewing operations.
• Gift Cards and Gift Packs Gift cards available in R100, R250, R500, and R1000 denominations for site-wide use, plus curated gift packs allowing selection of three items from coffee, cups, drip tray filter, or plunger with contactless delivery.
• Barista Training and Coffee Tastings Professional barista training covering espresso preparation for consistent lattes, cappuccinos, and macchiatos, alongside coffee tasting experiences on attributes, origins, and altitudes for enthusiasts, team building, and corporate hospitality.
• Personalized Packaging Solutions Complete packaging service from design to printing to delivery for corporate gifting, weddings, restaurants, and coffee traders, leveraging the 30-quality coffee roast portfolio.
• Rent-to-Own Coffee Machine Program Monthly rent-to-own program allowing customers to enjoy proper coffee machines at home with a clear path to ownership.

Quantifiable outcome

• 30 aromatic roasts available
• +1 more outcomes

Named customers2 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

Integration9 records

Feature4 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Nespresso (Nestlé): Global capsule coffee brand setting the standard that Roastmasters' compatible capsules target. Comparable capsule product category; competitor on the same installed machine base.
• Jura Elektroapparate: Swiss premium automatic coffee machine manufacturer whose machines Roastmasters distributes. Comparable in the prosumer/office equipment category and a key ecosystem partner.
• illycaffè: Italian premium coffee CPG brand with espresso, capsules (iperEspresso), and foodservice. Comparable premium positioning, roast portfolio, and capsule strategy.
• Lavazza: Global Italian coffee roaster with broad CPG and foodservice presence. Comparable in roasted coffee and capsule categories; competes for the same corporate and consumer buyers but at much larger scale.

Direct peers

• Vida e Caffè: South African specialty coffee chain with roastery and cafés, selling coffee products, capsules, and machines. Directly comparable as a SA-based DTC + retail coffee brand competing for the same coffee-drinker customer.
• Bean There Coffee Company: South African fair-trade specialty coffee roaster with e-commerce and B2B channels. Comparable on roasting craft, single-origin portfolio, and corporate/café supply.
• Bootlegger Coffee Company: South African roaster and café chain with e-commerce and multiple store locations. Comparable as a multi-channel SA specialty coffee brand with own roast profiles.
• Truth Coffee Roasting: Cape Town-based specialty coffee roaster and café renowned for craft roasting. Directly comparable as a SA specialty roastery-café competing in single-origin, blend, and equipment offerings.
• Seattle Coffee Company (South Africa): Long-established South African coffee brand with cafés, beans, and machines. Comparable heritage, SA distribution, and café-plus-DTC model.
• Tribe Coffee Roasting: SA-based specialty roaster selling single-origin, blends, capsules, and equipment via DTC and wholesale. Directly comparable portfolio structure to Roastmasters.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/RoastmastersCoffee
• Instagraminstagram.com/roastmasterscoffee/?hl=en
• Xx.com/roast_masters
• LinkedInlinkedin.com/company/roastmasters-coffee-roastery

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 Roastmasters