Luna Coffee
Luna Coffee is a Vancouver-based specialty coffee roaster founded in 2017 that sells light-roast single-origin coffees through a monthly subscription, DTC bag sales via Shopify, and a wholesale program to cafes in the US and Canada.
- Company typePrivate
- Founded2017
- HeadquartersVancouver, Canada
- Headcount1–10
- GTM typeB2C
- OfferingHardware or Manufacturing
What Luna Coffee does
Luna Coffee is a Vancouver-based specialty coffee roaster founded in 2017 by Laura Perry and Nate. The company operates a direct-to-consumer subscription model delivering two unique light roast coffees per month accompanied by a physical zine, alongside individual bag sales through a Shopify storefront. It also runs a wholesale program supplying cafes, suggesting a multi-channel revenue model weighted toward consumer-direct relationships with specialty coffee enthusiasts in the United States and Canada.
The core product is light-roast specialty coffee, sourced through direct relationships with a curated set of boutique importers and producer partners — including Shared Source and Semilla Coffee (Colombia), Crop to Cup (Ethiopia), and Beneficio San Vicente (Honduras) — operationalized across 2024. Production capability has been extended through investment in an optical color sorter for post-roast quality control, indicating a focus on consistency at small-batch volumes. The technology stack is intentionally lean: Shopify powers the transactional storefront and Ghost hosts the Luna Journal, a content platform that functions as both marketing surface and editorial differentiation. There are no proprietary software systems, AI/ML components, or disclosed data assets.
Revenue mechanics combine recurring subscription income, transactional bag sales, and wholesale margins. Pricing is at consumer/small-business price points with no enterprise contracts disclosed. The business is bootstrapped with two co-founders and no disclosed external funding, making Luna Coffee a micro-cap specialty operator whose scale, capitalization, and growth signals should be interpreted accordingly.
Luna Coffee firmographics
Firmographics- Name
- Luna Coffee
- Legal name
- Luna Coffee Inc.
- Website
- https://enjoylunacoffee.com
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Luna Coffee is a Vancouver-based specialty coffee roaster founded in 2017 that sells light-roast single-origin coffees through a monthly subscription, DTC bag sales via Shopify, and a wholesale program to cafes in the US and Canada.
- Ownership category
- akta.pro rank
Luna Coffee industry classification
Industry- Product category
- Specialty Coffee Roasting
- NAICS
- Coffee and Tea Manufacturing (311920)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA)
- akta.pro secondary industry
- Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)
Keywords
Where Luna Coffee is headquartered
LocationHeadquarters
- HQ city
- Vancouver
- HQ country
- Canada
- HQ region
- North America
Offices1 record
Markets served
Luna Coffee business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Coffee Subscription: Monthly subscription delivering two unique light roast coffees and a physical printed zine. Shipping included for USA & Canada. New sign-ups ship with the following month's cohort.
- Individual Coffee Bags: One-time purchases of single 250g bags of specialty coffee including Ethiopia Musa Abalulesa, Colombia Davinson Toro, Kenya Gaturiri AB, and seasonal releases.
- Wholesale Program: B2B wholesale portal for cafes and businesses to purchase Luna Coffee products wholesale.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Monthly Subscription - Two unique coffees + zine |
Distribution channels3 records
Marketing channels4 records
Luna Coffee product offering
Product offeringCore offering
Luna Coffee is a small specialty coffee roaster that curates and delivers unique light roast single-origin coffees via a monthly subscription service that includes a printed editorial zine. They also sell individual 250g bags of specialty coffee direct-to-consumer through their Shopify website and operate a separate wholesale program for cafes and foodservice businesses.
Product overview
Luna Coffee is a specialty coffee subscription and retail company offering a curated selection of light roast coffees sourced from origin producers across Ethiopia, Colombia, Kenya, Honduras, and Guatemala. The core product portfolio consists of individual coffee bag sales and a monthly subscription service delivering two unique coffees per month alongside a physical zine. Additional offerings include extras, wholesale programs, and the Luna Journal editorial content platform.
Differentiator
Problem solved
Functional benefit
Products and services
- Coffee Subscription
Companies that use Luna Coffee
Customer profileSegments2 records
Ideal customer profiles2 records
Luna Coffee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Luna Coffee partnerships and signals
Strategic signalPartnerships
Five partnerships are on record, tiered core and minor.
- Crop to CupcoreImporter facilitating Luna's Ethiopia coffee sourcing, including Layo Teraga cooperative and Habtamu Fikadu washing stations. Crop to Cup provides extensive hands-on support to Ethiopian producers including moisture meters, training materials, field officers, and second payment bonuses for high-cupping lots.
- Semilla CoffeecoreSmall boutique importer based in Montreal that facilitates Luna's access to producers like Mauricio Montanchez. Semilla is described as deeply invested in the flourishing of producer groups with the intention to be there fiscally for producers.
- Beneficio San VicenteminorWet mill and dry mill in Peña Blanca, Honduras that has been central to the specialty coffee movement in Santa Barbara, Honduras. Benjamin and Arturo of San Vicente facilitated Cup of Excellence winning lots and built a network of producers and roasters with multi-year commitments.
- Shared SourcecoreImporter partner enabling Luna Coffee's access to producers like Ildefonso Cordoba and the Guacharos producer group. Shared Source has been buying from the Guacharos group for over eight years, facilitating direct relationships with smallholder farmers in Huila, Colombia.
- ShopifycoreE-commerce platform powering Luna Coffee's website and online store. Shopify processes payments, manages orders, and provides the infrastructure for the customer shopping experience.
Scale indicators1 record
Recent moves6 records
Expansion highlights4 records
Luna Coffee competitors and assessment
Company assessmentDirect peers
- Counter Culture Coffee: Specialty roaster focused on single-origin coffees with an explicit sustainability/producer-relationship narrative and a dedicated wholesale program. Highly comparable to Luna on light-roast single-origin curation, producer storytelling, and B2B wholesale.
- Blue Bottle Coffee: Third-wave specialty coffee roaster offering single-origin light roasts through a direct-to-consumer subscription plus cafe retail and wholesale. Operates at much larger scale than Luna but competes in the same premium single-origin segment with a similar storytelling-driven brand.
- Verve Coffee Roasters: Third-wave specialty roaster offering subscriptions, retail bags and a meaningful wholesale program with cafes. Comparable to Luna on multi-channel go-to-market and premium single-origin positioning.
- Intelligentsia Coffee: Pioneering third-wave roaster with direct-trade sourcing, a strong wholesale business and direct-to-consumer sales. Closely comparable to Luna on light-roast, traceable single-origin positioning and producer-relationship storytelling.
- Stumptown Coffee Roasters: Specialty roaster with strong direct-trade producer relationships, offering subscriptions, retail bags and broad wholesale distribution. Closely comparable to Luna on the single-origin, traceable-sourcing proposition and the wholesale-to-cafes channel.
- Ritual Coffee Roasters: San Francisco specialty roaster with a cafe, wholesale program and direct-to-consumer sales emphasizing single-origin, light-roast coffees. Comparable to Luna on light-roast specialty focus and producer-relationship sourcing.
- La Colombe Coffee Roasters: Specialty roaster with national cafe presence, DTC subscriptions and wholesale to foodservice. Comparable to Luna on subscription model and roasted-coffee wholesale to cafes, though operating at substantially larger scale.
- Onyx Coffee Lab: Award-winning specialty roaster shipping single-origin lots direct to consumers and supplying cafes, with strong competition pedigree and lot-level transparency. Directly comparable on the light-roast, competition-grade, single-origin positioning Luna pursues.
Regional players
- 49th Parallel Coffee Roasters: Vancouver-area specialty roaster offering single-origin coffees through cafes, wholesale and direct retail. Comparable to Luna as a Pacific Northwest specialty peer with overlapping wholesale-to-cafe footprint.
- Phil & Sebastian Coffee Roasters: Calgary-based specialty micro-roaster focused on direct-trade, single-origin light roasts sold DTC and wholesale to cafes. Closely comparable to Luna on artisanal Canadian positioning, small-batch light-roast profile, and cafe wholesale model.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Luna Coffee social profiles
Digital presenceLuna Coffee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Luna Coffee leadership team
Management profileNumber of profiles
Profiles2 records
Luna Coffee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Luna Coffee 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 Luna Coffee
What does Luna Coffee do?
Luna Coffee is a small specialty coffee roaster that curates and delivers unique light roast single-origin coffees via a monthly subscription service that includes a printed editorial zine. They also sell individual 250g bags of specialty coffee direct-to-consumer through their Shopify website and operate a separate wholesale program for cafes and foodservice businesses.
Is Luna Coffee a public or private company?
Luna Coffee is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Luna Coffee founded?
Luna Coffee was founded in 2017. It employs 1 to 10 people.
Where is Luna Coffee based?
Luna Coffee is headquartered in Vancouver, Canada, in the North America region.
How does Luna Coffee make money?
Three revenue lines are on record. Coffee Subscription is the primary driver. The others are individual Coffee Bags and wholesale Program.
Who are Luna Coffee's main competitors?
Direct peers on record are Counter Culture Coffee, Blue Bottle Coffee, Verve Coffee Roasters, Intelligentsia Coffee, Stumptown Coffee Roasters, Ritual Coffee Roasters, La Colombe Coffee Roasters and Onyx Coffee Lab. Regional players are 49th Parallel Coffee Roasters and Phil & Sebastian Coffee Roasters.
Does Luna Coffee have an API?
No public API is recorded for Luna Coffee.
What industry is Luna Coffee in?
Luna Coffee's product category is Specialty Coffee Roasting. Its primary akta.pro industry code is THAFADAA, Specialty Coffee Shops (Single-Origin, Third-Wave), with a secondary code of THAFADAE, Coffee Roasters with Cafe (Roastery Cafes). Its NAICS code is 311920 and its SIC code is 2080.