torajamountaincoffee

What torajamountaincoffee does

Toraja Mountain Coffee is a privately held, direct-to-consumer specialty coffee company headquartered in Longwood, Florida, that imports wild-grown, hand-farmed single-origin coffee from the Toraja region of South Sulawesi, Indonesia, and roasts it in small batches at a Central Florida facility. Its product portfolio centers on five core single-origin SKUs (Utara Light, Utara Dark, Kampung espresso blend, Sapan, and the ultra-premium Pulu Pulu), offered as 12oz whole-bean/ground bags and as Keurig-compatible K-Cup pods in 12/24/48-count packs, with a Sample Pack, a Road to Toraja Variety Pack, and a small branded apparel line (t-shirts at $19.99) rounding out the catalog. Unit pricing ranges from $12.74 to $24.99 per 12oz bag, with a Subscribe & Save program offering 15% off the first order and 10% off recurring deliveries on a customer-selected cadence.

The business model is product-led growth on Shopify: customers self-serve through the company website, can subscribe for automatic replenishment, and are reached via email newsletter, content/blog, SEO, organic social, and on-site customer reviews. The company claims direct farm-to-cup sourcing relationships, pays farmers reportedly 3x market rate, and has been selected by the Indonesian Ministry of Trade for two consecutive years to present its coffee internationally. Customers are U.S.-based individual consumers segmented as specialty coffee enthusiasts, health-conscious buyers seeking low-acid options, and coffee gift purchasers. Leadership comprises three named individuals — CEO Art Hardie, Chief Coffee Officer Charlie Kodatt (6+ years in Indonesia), and Director of Coffee Procurement & Farmer Relations Jenita Lebang (Toraja native) — and the company operates with 1-10 employees. No external funding, partnerships, or wholesale/B2B distribution are disclosed.

Name

torajamountaincoffee

Legal name

Toraja Mountain Coffee

Website

https://torajamountaincoffee.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Toraja Mountain Coffee is a U.S. direct-to-consumer specialty coffee company that imports wild-grown, hand-farmed single-origin beans from Toraja, South Sulawesi, Indonesia, roasts them in Central Florida, and sells them online to American consumers via one-time purchases and subscription auto-refill.

Ownership category

akta.pro rank

Product category

Specialty Coffee

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080)

akta.pro primary industry

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

akta.pro secondary industry

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Specialty coffee beans
• Single origin coffee
• Indonesian coffee
• Coffee subscription service
• Direct trade coffee

Headquarters

HQ city

Longwood

HQ country

United States

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, Others

Revenue model

1. Coffee Product Sales: Direct-to-consumer sales of premium Indonesian coffee beans (whole bean, ground, and K-Cup pods). One-time purchases and subscription auto-refill orders. Revenue from coffee products priced $12.74-$24.99 per 12oz bag.
2. Apparel Sales: Sale of branded apparel items including t-shirts featuring Toraja cultural imagery (Classic Logo, Spirit Buffalo, Origin Series). One-time product purchases.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Toraja Mountain Coffee sources wild-grown, hand-farmed single-origin coffee beans from the high-altitude mountains of Toraja, South Sulawesi, Indonesia, and roasts them in Central Florida for sale direct-to-consumer. Its core product line includes whole bean/ground 12oz bags (Utara Light, Utara Dark, Kampung espresso, Sapan, Pulu Pulu), Keurig-compatible K-Cup pods, variety/sample packs, branded apparel, and a recurring auto-refill subscription.

Product overview

Toraja Mountain Coffee offers a focused portfolio of single-origin Indonesian coffees from the Toraja region of South Sulawesi, roasted in Central Florida. The core product line consists of six distinct coffee varieties: Utara Light (light roast), Utara Dark (dark roast), Kampung (espresso blend), Pulu Pulu (ultra-premium medium roast), and Sapan (premium light roast). These are available as whole bean/ground (12oz bags) or as K-Cup single-serve pods compatible with Keurig machines. Bundled offerings include the Utara Combo Pack (light and dark roast combination), Sample Pack (five 3.5oz sample bags), and Road to Toraja Variety Pack (all five varieties plus a free t-shirt). The company also sells branded apparel including t-shirts featuring the Classic Logo, Origin Series - Utara, and Spirit Buffalo designs. A subscription service provides automated monthly delivery with 10-15% savings.

Differentiator

Problem solved

Functional benefit

Products and services

• Utara Light Single-origin light roast coffee from North Torajan highlands at high altitudes; flavor notes of silky dark chocolate, roasted almonds, dark brown sugar, and star fruit; sold as 12oz whole bean or ground bag.
• Utara Dark Single-origin dark roast prepared in a custom America-style dark roast; flavor notes of cocoa nibs, toasted almonds, dark brown sugar, and dried dates; sold as 12oz whole bean or ground bag.
• Utara Combo Pack Bundle containing one 12oz bag each of Utara Traditional Light Roast and Utara Dark Roast, offering both roast profiles.
• Kampung Bull Strength Espresso Dark roast espresso blend pairing premium Arabica with high-altitude Robusta, named for Toraja spirituality; uplifting exotic profile suited for espresso with frothy and smooth characteristics.
• Pulu Pulu Ultra-premium medium roast single origin coffee accessible only by foot, motorbike, or buffalo; grown at 6,500-7,200ft altitude in a nearly-virgin landscape with flavor notes of semi-sweet chocolate, caramel, and toasted coconut.
• Sapan Premium light roast coffee grown at high altitudes on steep mountain slopes alongside tropical fruit trees such as soursop, durian, and jackfruit; flavor notes of aged French oak, raw almonds, tart cherry, and cacao.
• Sample Pack Five sample bags of approximately 3.5 ounces each (about 5 full-size cups per sample), including Utara Light, Utara Dark, Kampung Bull Strength, Sapan, and Pulu Pulu; intended for low-commitment trial.
• Road to Toraja Variety Pack Larger variety pack containing one 12oz bag each of Utara Light, Utara Dark, Kampung Bull Strength, Sapan, and Pulu Pulu, plus a free t-shirt; positioned as a gifting option for coffee enthusiasts.
• Utara Dark K-Cup Pods Single-serve coffee pods compatible with Keurig machines, containing Utara Dark roast; available in 12-count, 24-count, or 48-count packages.
• Utara Light K-Cup Pods Single-serve coffee pods compatible with Keurig machines, containing the Utara Light roast coffee.
• Utara Light & Dark Combo K-Cup Pods Combo pack of K-Cup pods containing both Utara Light and Utara Dark roast options, available in 12-count, 24-count, or 48-count packages.
• Classic Logo Tee 100% cotton machine-washable t-shirt featuring the classic 'bull & sun' logo symbolizing the cultural bridge between the Toraja people and American coffee drinkers; priced at $19.99.
• Origin Series - Utara T-Shirt First shirt in the Origin Series featuring the tongkonan (ancestral dwellings of the Torajan people) illustration from the Utara coffee bag artwork.
• Spirit Buffalo T-Shirt T-shirt featuring the Torajan buffalo, a symbol of wealth, social status, and central element of the Rambu Solo death ritual; available in tie-dyed versions.
• Subscribe & Save Automated recurring delivery subscription offering 15% off first order and 10% off subsequent orders; customers self-select products, grind type, and delivery frequency (every 2 weeks, 30, 60, or 90 days).

Quantifiable outcome

• Pay 3x market rate to support farmers and their families

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Market position

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/torajamountaincoffeeco
• LinkedInlinkedin.com/company/toraja-mountain-coffee

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 torajamountaincoffee