17g Specialty Coffee

What 17g Specialty Coffee does

17g Specialty Coffee is a non-profit, student-led specialty coffee roaster and retailer founded in 2021 and based at College Alpin Beau Soleil, an international school in Villars-sur-Ollon, Switzerland. The company is operated by approximately 5 core team members (high school students aged 15-18, teachers, and a coffee specialist) and is structured as a not-for-profit, with all profits reinvested into social and environmental projects at coffee-producing communities. The name "17g" references the 17 grams of coffee used in their initial recipes and the 17 students involved in the project's founding.

The product portfolio is built around small-batch, freshly roasted single-origin specialty coffee sourced from six origin countries (Uganda, Kenya, Ethiopia, Colombia, Peru, and Brazil) via Falcon Coffee, with processing methods including natural, anaerobic natural, pulped natural, and sugar-cane ethyl acetate decaffeination. Core SKUs cover filter roast, espresso roast, and decaf variants (CHF 17-20 per 250g), complemented by a full tea collection, accessories (Aeropress, Miir, Loveramics, Keep Cup), apparel, gift hampers, and a La Marzocco GS3 espresso machine (CHF 7,890). A mobile coffee van built on a Piaggio Ape 50 provides barista service for weddings, conferences, sports events, and farmers markets. The team is trained under the SCA Barista and Roaster curriculum, with some members holding certifications and the school providing a Q Arabica Instructor.

The company operates four revenue streams: DTC e-commerce of coffee, tea, and accessories; a CHF 34/month coffee subscription (mixed, espresso, or filter); bespoke event catering via the mobile van; and contact-based wholesale enquiries. Distribution is Switzerland-only and concentrated in the Swiss Alps market, with marketing driven by Instagram, a blog, email newsletters, and event participation including the Lausanne Coffee Festival. There is no external investment, parent company, or venture funding; ownership is effectively flat and educational in nature, tied to the host school.

Name

17g Specialty Coffee

Legal name

17g Coffee

Website

https://17gcoffee.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

17g Specialty Coffee is a non-profit, student-led specialty coffee roaster based at College Alpin Beau Soleil in Villars-sur-Ollon, Switzerland. It sells small-batch single-origin coffee, tea, accessories, and event catering via a mobile Piaggio van, donating all profits to coffee-producing communities.

Ownership category

akta.pro rank

Product category

Specialty Coffee

NAICS

Coffee and Tea Manufacturing (31192), Other Specialty Food Retailers (44529)

SIC

Beverages (2080)

akta.pro primary industry

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ)

akta.pro secondary industries

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Specialty coffee retail
• Single origin coffee
• Coffee subscription service
• Mobile coffee catering
• Specialty tea retail

Headquarters

HQ city

Villars-sur-Ollon

HQ country

Switzerland

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Coffee and Tea Product Sales: Direct sales of freshly roasted specialty coffee beans (single origin and blends), tea varieties, and accessories through e-commerce website. Products include espresso roast, filter roast, and decaf options sourced from Uganda, Kenya, Ethiopia, Colombia, Peru, Brazil.
2. Coffee Subscriptions: Monthly subscription service delivering 2 x 250g bags of coffee (mixed, espresso-only, or filter-only options) at CHF 34/month. Recurring revenue from loyal customers.
3. Event Catering Services: Mobile coffee van rental for events including weddings, birthdays, conferences, sports events, and concerts. SCA baristas serve specialty coffee with custom menu options. Pricing based on duration, guest count, and menu selection.
4. Wholesale: Wholesale enquiries for cafes and businesses. Contact information provided for wholesale inquiries.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels5 records

Core offering

17g Coffee roasts and sells specialty coffee in small batches, offering single-origin beans (Uganda, Kenya, Brazil, Colombia, Peru, Ethiopia) and sugar-cane decaffeinated options through an e-commerce shop, with monthly subscription boxes. The company also sells specialty teas, brewing equipment (Aeropress, La Marzocco GS3), drinkware, and branded apparel/accessories, while operating a Piaggio Ape 50 mobile coffee van for event catering and running a weekly farmers market stall.

Product overview

17g Coffee is a not-for-profit specialty coffee company based in the Swiss Alps, operated by high school students from College Alpin Beau Soleil. The company offers a diverse portfolio centered around freshly roasted specialty coffee sold alongside brewing equipment, accessories, apparel, and tea products. Core offerings include single-origin coffees from Uganda, Kenya, Brazil, Colombia, Peru, and Ethiopia available as filter roast, espresso roast, and decaf varieties, complemented by monthly subscription services delivering 2x250g bags. The product line extends to brewing equipment (Aeropress, La Marzocco GS3 espresso machine), reusable drinkware (Miir tumblers, Keep Cups), professional barista accessories (Loveramics cups), gift options (gift cards, coffee hampers), and apparel. A unique mobile coffee van service using a Piaggio Ape 50 provides specialty coffee for events. Tea offerings include black, green, herbal, and oolong varieties sourced globally.

Differentiator

Problem solved

Functional benefit

Products and services

• Uganda Natural Filter Coffee Single-origin filter coffee from the foothills of Mount Elgon, Uganda, featuring tropical fruit, sweet chocolate, and vibrant tasting notes with a natural process. Priced at CHF 20 per 250g bag.
• Uganda Natural Espresso Coffee Single-origin espresso coffee sourced from the Mount Elgon region, processed naturally by The Coffee Yard for a bright, fruity espresso profile.
• Kenya 48 Hour Anaerobic Natural Coffee Specialty coffee from the Meru region of Kenya featuring caramel sweetness and smooth finish, processed using 48-hour anaerobic natural fermentation. Priced at CHF 17 per 250g bag.
• Brazil Caffeina Pulped Natural Coffee Coffee from female farmers at the Cocatrel Cooperative in Brazil featuring nuts, dark chocolate, and caramel notes with a well-balanced profile suitable for espresso and milk drinks. Priced at CHF 17+ per 250g bag.
• Sugar Cane Decaf Colombia Espresso Decaffeinated espresso using the chemical-free sugar cane ethyl acetate process, sourced from Rio Sucio, Caldas, Colombia, with citrus, orange, and spicy tasting notes. Priced at CHF 19 per 250g bag.
• Tea Collection Range of specialty teas including black (English Breakfast, Earl Grey, Assam Khongea), green (Dragon Well, Genmaicha, Detox Green, Energise), herbal (Peppermint, Relax, Nettle, Elderflower, etc.), and oolong/puerh varieties. Prices range from CHF 7 to CHF 18.
• Monthly Coffee Subscription Service Monthly subscription delivering two 250g bags of freshly roasted coffee per month, with options for mixed (one filter + one espresso), espresso-only, or filter-only configurations. Priced at CHF 34 per month.
• Piaggio Ape 50 Mobile Coffee Van Service Mobile specialty coffee catering using an Italian three-wheel Piaggio Ape 50 vehicle. SCA-certified baristas serve espresso, nitro cold brew, and espresso martini on tap at weddings, birthdays, conferences, sports events, and concerts. Bespoke pricing based on duration, guest count, and menu selection.
• La Marzocco GS3 Espresso Machine High-end dual-boiler espresso machine for home baristas and small shops, featuring PID temperature control, programmable buttons, and optional fixed water connection or integrated tank. Priced at CHF 7,890.
• Aeropress Coffee Maker Compact coffee maker that functions as an espresso maker, drip coffee maker, and French press combined for brewing better tasting coffee. Priced at CHF 40.
• Personalized Keep Cup Reusable thermal cup for keeping coffee warm, available with personalization options. Priced at CHF 30.
• Miir Thermal Drinkware (Tumblers and Travellers) Range of personalized stainless steel thermal tumblers and travel mugs with double-wall vacuum insulation, available in 12oz, 8oz, and Flip Traveller variants. Priced at CHF 30 each.
• Loveramics Professional Barista Cups Professional-quality espresso and latte cups and saucers as used in barista world championships, available in black and grey colorways. Priced at CHF 30 each.
• Gift Card Digital gift card available in denominations of CHF 25, 50, 75, or 100 for use on the 17g Coffee online shop.
• Coffee Hampers Gift coffee sets including the Small Coffee Hamper (CHF 40: personalized Keep Cup + 250g bag) and the full Coffee Hamper (CHF 150: Aeropress, Hario Mini-Slim Pro Hand Grinder, Personalized Keep Cup, and 250g bag of 17g Filter Coffee).
• Eco Tote Bag 100% certified organic cotton tote bag made on-demand to reduce overproduction, dimensions 16" x 14.5" x 5" with 30 lbs weight limit. Priced at CHF 20.
• 17g Branded Apparel Range of branded apparel including Unisex T-Shirts (CHF 15-35), Trucker Caps (CHF 15), Staple Hoodies with embroidery, Unisex Eco Sweatshirts, Unisex Organic Sweatshirts, Old School Bucket Hats, and Women's and Men's Slides.

Quantifiable outcome

• Students gain hands-on experience with coffee production through annual visits to origin countries
• +1 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Six partnerships are on record, tiered core and minor.

• Specialty Coffee Association (SCA)coreStrategic or Co-development Partner17g Coffee students were trained by the SCA following their Barista curriculum, learning brewing techniques and designing recipes to extract unique flavors from beans. Some team members are SCA-certified Baristas and Roasters.
• Falcon CoffeecoreTechnology or IntegrationSourcing partner providing specialty coffee beans from origin countries including Peru (Andy Llanos Delgado), Ethiopia (Wosasa village farmers with Ture Waji), and Colombia (Cooperativa de Caficultores de Alto Occidente de Caldas).
• College Alpin Beau SoleilcoreOthersThe international school that hosts 17g Coffee as a student project. The school encourages students to take on challenges and learn through doing. Students serve coffee to school community.
• Dutch Coffee PackminorOthersProvides 100% recyclable packaging for 17g Coffee's roasted beans.
• London School of CoffeeminorStrategic or Co-development PartnerTraining partner for roasting courses. 17g Coffee students have attended roasting courses and returned to train additional students.
• Lausanne Coffee FestivalminorGTM or Marketing PartnerAnnual coffee festival where 17g Coffee participates as a vendor, sharing their story and serving specialty coffee to festival attendees.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Hasbean Coffee: UK specialty coffee roaster offering direct trade single-origin beans with e-commerce and subscriptions. Closely comparable to 17g Coffee on size, sourcing transparency, and direct-to-consumer specialty positioning.
• Gardelli Specialty Coffees: Italian specialty coffee roaster focused on single-origin and competition-grade coffees, with global shipping and barista training. Comparable as an artisanal European roaster emphasizing traceability, quality, and small-batch production.
• Counter Culture Coffee: US specialty coffee roaster with sustainability focus, wholesale, subscriptions, and barista education programs. Comparable in third-wave values, transparency in sourcing, and emphasis on training/certification.
• Square Mile Coffee Roasters: London-based specialty coffee roaster offering single-origin beans, subscription services, and barista training. Highly comparable as a European specialty roaster with subscription, wholesale, and education programs, operating at a similar artisanal scale to 17g Coffee.
• Onyx Coffee Lab: US specialty coffee roaster with competition pedigree, direct trade sourcing, and e-commerce plus wholesale. Comparable in premium single-origin positioning and storytelling-driven marketing.
• Workshop Coffee: UK specialty coffee roaster and cafe operator with direct trade sourcing, subscriptions, and multiple cafe locations. Directly comparable in operating a roastery with cafe service, multi-channel distribution, and an education-led brand.

Broad incumbents

• Blue Bottle Coffee: Large US-founded specialty coffee roaster and cafe chain with global presence. Overlaps in single-origin specialty roastery, cafe operations, and subscription D2C, but at vastly greater scale and capital intensity.
• Stumptown Coffee Roasters: Established US specialty roaster offering direct trade beans, cold brew, and wholesale. Comparable in third-wave positioning but operates at a much larger scale across multiple categories.

Others

• Falcon Coffee: UK-based specialty green coffee importer and roaster supplying 17g Coffee's beans. Adjacent rather than competitive; comparable on supply-chain scale and sourcing relationships in specialty coffee.
• La Marzocco: Italian premium espresso machine manufacturer whose GS3 17g Coffee retails. Indirectly comparable as a specialty coffee ecosystem brand; both share the third-wave cafe/market aesthetic.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/17gcoffee
• LinkedInlinkedin.com/company/17g-specialty-coffee

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 17g Specialty Coffee