nOula

What nOula does

nOula is a Montréal-based specialty coffee e-commerce retailer that imports green coffee directly from Haitian producer cooperatives (notably Coopérative Savane Zombie in the Thiotte region of the Sud-Est department) and partners with Torrefaction Quebec in Montréal to perform all roasting. The company sells exclusively online through a Shopify storefront at noula.cafe, offering a four-SKU product line differentiated by roast profile: Café GranMoun (light), Café Potomitan (medium, single-origin Typica/Caturra/Catimor/Mundo Novo/Blue Mountain washed lot), Café Natif-Natal (dark), and Café Déka (decaf). Products are sold in 300g, 1kg, and 2.5kg formats with multiple grind options and a tiered volume discount schedule of up to 20%, and nOula also makes green coffee available to home roasters via Torrefaction Quebec's separate storefront.

Underlying technology is a standard Shopify-powered DTC commerce stack; no proprietary platform, app, API, SDK, or integration is disclosed, and the team of six operates without any stated AI/ML, data infrastructure, or third-party platform beyond Shopify plus a co-branded link to the roaster partner. The business model is a single revenue stream — one-time direct-to-consumer sale of roasted coffee — priced per bag at $21.00 CAD, supplemented by a pay-as-you-go volume discount schedule and a green-coffee side-channel via the roasting partner. Customer acquisition runs through organic e-commerce traffic, a French-language blog (/blogs/infos), and an email newsletter top-of-funnel funnel, with no B2B/enterprise customers, no subscription layer, and no disclosed financial metrics.

Strategic posture is asset-light and niche: nOula competes on provenance and single-origin traceability within the Haitian–Québécois diaspora and specialty-coffee segment rather than on scale, price, or technology. The mutual dependence with Torrefaction Quebec for production and a portion of distribution is the structural backbone of operations, and the model assumes independent shipping (calculated at checkout) rather than any retail or wholesale network.

Name

nOula

Legal name

nOula

Website

https://noulacoop.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

nOula is a Montréal-based specialty coffee e-commerce retailer that imports green coffee directly from Haitian producer cooperatives and sells four single-origin roasted SKUs (plus green coffee via partner Torrefaction Quebec) to individual consumers through its Shopify storefront at $21 CAD per bag.

Ownership category

akta.pro rank

Product category

Specialty Coffee

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080)

akta.pro primary industry

Coffee (Roasted, Ground, Whole Bean) (CRADAHAG)

akta.pro secondary industries

Instant Coffee & Coffee Extract Manufacturing (AFAFADAD), Coffee, Tea & Cocoa Trading/Wholesale (AFAIAKAD)

Keywords

• Specialty coffee
• Haitian coffee
• Single-origin coffee
• Roasted coffee beans
• Direct trade coffee

Headquarters

HQ city

Montréal

HQ country

Canada

HQ region

North America

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Roasted Coffee Sales: nOula generates revenue through the direct sale of roasted Haitian coffee to consumers via its e-commerce storefront. Products are sold in multiple formats (300g, 1kg, 2.5kg) with volume discounts applied at checkout. Green coffee is also available through a linked Torrefaction Quebec store.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels3 records

Core offering

nOula imports green Haitian coffee from producer cooperatives in the Thiotte region (Sud-Est, Haiti) and has it roasted locally in Montréal by Torrefaction Quebec. It then sells the roasted single-origin coffee directly to consumers through its Shopify-powered e-commerce storefront at noula.cafe in four roast profiles (light, medium, dark, decaf) and three bag sizes (300g, 1kg, 2.5kg) with volume-based discounts.

Product overview

nOula is a single-product specialty coffee company offering roasted Haitian coffee imported to Quebec and roasted by Torrefaction Québec. The product line consists of four distinct coffee offerings differentiated by roast level and flavor profile: Café GranMoun (light roast), Café Potomitan (medium roast), Café Natif-Natal (dark roast), and Café Déka (decaf). All coffees are sourced from producer cooperatives in Haiti, specifically from the Thiotte region in the South-East department, and are available in whole bean or various grind sizes. The company offers volume-based discounts and sells green coffee beans as well through Torrefaction Québec.

Differentiator

Problem solved

Functional benefit

Products and services

• Café Déka Decaf roast Haitian coffee sourced from cooperatives in the Thiotte region, roasted in Québec by Torrefaction Québec. Designed to retain the full subtlety of the terroir; available in 300g, 1kg, and 2.5kg formats with multiple grind options.
• Café GranMoun Light roast Haitian single-origin coffee with gentle acidity and no bitterness, presenting notes of roasted hazelnut, milk chocolate, and peanut. Roasted by Torrefaction Québec and sold in 300g, 1kg, and 2.5kg formats.
• Café Natif-Natal Dark roast Haitian coffee delivering an intense experience without excessive bitterness, with notes of smoke and cocoa. Roasted by Torrefaction Québec and sold in multiple bag sizes and grinds.
• Café Potomitan Medium roast Haitian coffee sourced from the Coopérative Savane Zombie in Thiotte (Sud-Est), washed process, featuring varieties Typica, Caturra, Catimor, Mundo Novo, and Blue Mountain. Notes of cocoa, caramel, and syrup. Available in 300g, 1kg, and 2.5kg formats with multiple grind options.
• Haitian Green Coffee (Haiti Kok Ki Chante Miel) Unroasted (green) Haitian coffee from nOula's cooperative sourcing network, sold through Torrefaction Québec's website for home roasters and other buyers.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Torrefaction QuebeccoreStrategic or Co-development PartnernOula imports green coffee from Haitian producer cooperatives and partners with Torrefaction Quebec for roasting services. Torrefaction Quebec performs all coffee roasting for nOula at their facility in Montréal. nOula's green coffee is also sold through Torrefaction Quebec's website. This is a co-production and co-distribution relationship central to nOula's operations.

Recent moves5 records

Expansion highlights4 records

Broad incumbents

• Counter Culture Coffee: U.S. specialty coffee roaster known for sustainability and single-origin transparency. Comparable to nOula's origin-focused, traceability-led positioning, but at materially larger scale.
• Blue Bottle Coffee: Major DTC specialty coffee brand with subscription model and broad retail. Comparable as a benchmark for online-direct specialty coffee commerce, though much larger and more diversified than nOula.
• Stumptown Coffee Roasters: Established U.S. specialty coffee roaster with DTC, wholesale, and café channels. Comparable as a specialty DTC benchmark but operates at much larger scale than nOula.

Direct peers

• Kicking Horse Coffee: Canadian specialty coffee roaster selling DTC and through retail. Directly comparable to nOula as a Canadian-origin-focused specialty coffee brand with multi-format SKUs and online-led distribution.
• Pilot Coffee Roasters: Toronto-based specialty roaster with DTC, wholesale, and café channels. Comparable to nOula as a Canadian specialty coffee brand offering multiple single-origin roasts via e-commerce.
• 49th Parallel Coffee Roasters: Canadian specialty coffee roaster with strong DTC e-commerce and wholesale presence. Comparable as a Canadian-origin specialty brand with multiple roast profiles and direct-to-consumer sales.
• Café Saint-Henri: Montreal-based specialty micro-roaster selling direct and through local retail. Closest geographic and operational peer to nOula, sharing a Quebec roasting base and DTC specialty positioning.
• Brûlerie Saint-Thomas: Quebec-based specialty coffee roaster. Comparable to nOula as a French-Canadian specialty coffee operator with local roasting and direct-to-consumer sales.

Emerging players

• Driftaway Coffee: Small DTC specialty coffee brand focused on single-origin transparency and subscription. Comparable to nOula in origin-story-led branding and direct-to-consumer model, with a similar small-team profile.
• Café Xicai / Haitian Coffee Importers (informal): Small specialty importers of Haitian green coffee selling to home roasters and micro-roasters. Comparable to nOula as another operator bringing Haitian-origin coffee into North American specialty channels.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/noula

Revenue estimate

Valuation estimate

Number of profiles

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 nOula