the industry. It does so by engaging with everyone who comes into its orbit: from the coffee growers and communities the brand works within producing countries, to its team members, customers and the planet. Education and engagement Over the years, Market Lane has worked to redefine the perception of coffee, highlighting the craftsmanship that goes into the beverage. Co-founder Fleur Studd says Market Lane has focused on building ethical and sustainable relationships with coffee producers. “By sharing delicious and distinctive coffees and celebrating their provenance and the incredible producers behind them, we have helped pioneer a new way of thinking about coffee and appreciating it,” she said. As part of this effort to shift how consumers view coffee, Market Lane has endeavored to share as much information as possible relating to its product and offering. It does so through a variety of methods, including the use of its website, social media, product packaging and custom-made postcards. The brand has also strategically positioned its bean retail areas and filter-brewing stations in prominent and accessible spots in its cafés, to encourage customer engagement and enquiry. “To drive demand for traceable and sustainably sourced coffee, we invest heavily in education; offer coffee education classes, host fun, informative and delicious events, and run public cuppings (coffee tastings),” Studd said. “We have also written books and a brew guide, and we train our excellent team members so they are well-equipped to help customers who are curious and keen to learn more.” Thoughtful store locations and sustainable design Market Lane’s store locations also reflect its connection to local communities, while helping facilitate organic growth. It has opened stores near Melbourne’s iconic markets – such as the Queen Victoria Market and South Melbourne Market – with the intention of bringing in the vibrant energy these institutions create. Each shop has its own distinct look and feel, taking in the heritage and history of its building and area. “Sarah Trotter of Hearth Studio and, more recently, David Goss of Studio Goss, [have] helped us create shops that have a considered design, encourage interaction and engagement with our team, and provide a warm and welcoming place to pause and enjoy a great cup of coffee,” Studd said. The brand has also emphasised its strong commitment to sustainability, as reflected by its B Corp status. Studd says the certificate – which keeps Market Lane accountable to the highest social and environmental standards, and provides the business with a verifiable framework to measure its impact – helps it “cut through the noise” and avoid claims of greenwashing. “It lets our customers know with certainty that we are doing what we say we’re doing, and we stand for what we tell them we do,” Studd said. She added that Market Lane is 100 per cent carbon neutral across its supply chain, is working to become a certified Climate Active brand, and that its head office in Brunswick East is powered by solar panels. It also has a comprehensive waste-management system, which enables the brand to recycle or compost coffee bags, milk bottles, paper, soft plastic and organic and coffee waste. Market Lane. Source: Armelle Habib. Sharing knowledge and driving innovation Market Lane’s commitment to education extends beyond its physical stores. The brand offers intimate classes, allowing people to learn about coffee origins, roasting and brewing techniques. Additionally, it has launched two podcasts – one for its wholesale partners and another for team members – to share information about the coffee it is releasing, among other topics. It has also been a market leader in embracing new technologies – including its coffee vending machine at the front of its Brunswick East roastery, which enables people to buy freshly roasted coffee beans and lastminute filter papers, at any time of the day. “It’s been amazing to see how many people in the area use and love the vending machine. You might see more popping up around Melbourne. Watch this space!” Studd added. What’s next While there aren’t current plans for Market Lane to expand overseas or interstate, Studd said the brand supplies coffees to cafés in Sydney, Paris, Barcelona, Los Angeles and Hong Kong. It recently opened two new locations in Melbourne, and is now in a “consolidation phase.” Looking ahead, Market Lane’s goals include making reusable to-go cups “the norm”, switching to renewable energy sources where possible, and visiting its producing partners across the world. “Nothing beats visiting our producing partners where they are, learning about the changes and improvements they’ve made to their farms, and discussing any challenges they may have faced in recent months,” she said. “And, of course, tasting their coffees and selecting our favorites to share with our customers back home in Australia.” Axil Coffee Roasters Axil. Image supplied. From humble beginnings in 2009 as a small café and roastery in Hawthorn, Axil Coffee Roasters has realized phenomenal growth in Melbourne, and is continuing to set its sights on broader horizons. Its own microclimate Axil’s tailored approach to the size and locations of its cafés has been key to its success. Co-founder Dave Makin – who started the business with his wife Zoe Delany – says each spot is carefully crafted to cater to the demographic and vibe of its area. From its Chadstone Shopping Centre location to Flinders Lane, Makin said that each shop’s area has its own microclimate, and needs to be treated differently. “Aesthetically, each café differs from the next, with unique design elements and styles, but you always know when you’re in an Axil café,” he said. While Axil has opened 19 cafés across Melbourne over 13 years, Makin emphasized that it is far from a franchise or chain. “Axil is committed to offering our highest quality, and keeping it independent is a huge part of that,” he said. Standing out from the crowd While Axil has continued to consolidate its strong position in Melbourne, the brand has also developed a national wholesale presence – with over 100 accounts across Australia. Through this, its beans have found their way into numerous cafés, restaurants and specialty shops across the country. Recognizing customer demand for quality homemade coffee, Axil has also diversified its growth strategy. It now offers a range of coffee and coffee machine subscriptions through its online platform, and recently ventured into events and catering with ‘Brewce’, a coffee van available for hire across Melbourne. While Axil has experienced significant growth, Makin emphasized that it has maintained its rigorous sourcing practises. He highlighted the company’s strong partnerships with international producers as key to this. “Axil’s implementation of quality control protocols is essential,” Makin said. “This involves daily cupping sessions to evaluate coffee quality, monitoring consistency and conducting sensory evaluations to identify any deviations.” Anthony Douglas. Image supplied. World champions Winning the Australian Barista Championships and World Barista Championships has also helped bolster Axil’s reputation. Axil barista Anthony Douglas was named Australian Barista Champion and World Barista Champion in 2022, while Jack Simpson was crowned Australian Barista Champion this year. Makin said winning these awards was an amazing testament to the coffee and passion that drive the brand’s growth and success. “Anthony Douglas taking out the 2022 World Barista Championship was an extraordinary result. Anthony has been competing in barista competitions for over seven years, and with his level of dedication and passion, we knew 2022 would be his year,” he said. “The back-to-back wins in the Australian Barista Championships are a big deal. They bring recognition, elevate our brand, and show the world what Axil’s Roasters is all about – exceptional coffee, passion, and an amazing team.” As the cost of living and the price of coffee continues to rise, customers are increasingly mindful of their spending choices and seek out the best options. With these awards, Axil can justify the notion that its cup of coffee is worth the money. Future growth Axil remains optimistic about the continuous growth of specialty coffee in Australia and around the world. This confidence is backed up by its experience participating in café shows in Vietnam and Indonesia, where the enthusiasm for specialty coffee was palpable. “Customers care [about] where their coffee comes from and who it comes from,” Makin said. “Coffee roasteries specializing in high-quality coffee will continue to thrive. In a recession. people become more discerning of where they spend their money and quality of product becomes even more important.” He added that sustainability would likely play a key role in the future of specialty coffee, too, with consumers demanding ethically sourced and environmentally friendly products.   In response, Axil has made a conscious effort to ensure that all of its packaging is 100 per cent recyclable. Beyond Melbourne, Makin added that Axil is taking its passion for coffee on the road. This includes interstate pop-ups, and a presence in international coffee trade shows. “It’s our way of showcasing Axil’s exceptional coffee to coffee lovers across the globe,” he said. “We will continue to make sustainable changes in the future,” he added. Padre Coffee Padre Coffee. Image supplied. Originally known as The Brunswick East Project in 2008, Padre Coffee has expanded to NSW and Queensland, solidifying its presence in the Australian specialty coffee scene. What has set Padre Coffee apart from competitors in a crowded and contested space is its commitment to sourcing and specializing a premium product, as well as its focus on R&D and product innovation. Everyone does everything Ben White, head of Padre Coffee NSW, says the term ‘specialty coffee’ has been used loosely, but Padre has worked tirelessly to ensure that it fits the description – with all of its blends, single-origins and decafs graded and scored at 80 or above out of 100 by industry experts. White added that Padre’s strong team culture is underpinned by its emphasis on training and education. This starts at the hiring process, with the brand seeking to work with passionate people who share similar values. Rather than being siloed into specific roles, he noted that everyone is expected to do everything which helps to facilitate greater knowledge and engagement. Padre’s dedicated training spaces for staff and wholesale partners have been pivotal in reinforcing its specialist approach. Meanwhile, the brand shares as much information as possible online and in-store, and remains committed to being transparent about its sourcing practises – partnering with reputable importers and ensuring it pays a fair price for its beans. This, White says, has helped drive engagement among a passionate consumer base. White added that its customers want to know more about the coffee they are buying. “People are waking up to the idea that coffee is becoming more of an affordable luxury,” White said. “As [it] becomes more expensive, customers are increasingly interested in the story behind it.” Technological innovations Padre Coffee uses technology and innovation to great effect in maintaining its product quality and enhancing the customer experience. It uses Roast IQ, an intelligent roasting software created by Padre founder Marinus Jansen and head of coffee Fay Kamanis that helps ensure consistent roasting. For its retail stores, Padre Coffee invests in cutting-edge equipment. Handmade machines, such as the Slayer espresso V3s, and innovative technologies like The Tone – an automated brewing system – guarantee consistent results, eliminating variations in manual pour-over methods. Meanwhile, the brand has installed a self-service, cold brew and batch brew tap system in its new Paddington store, and it is considering rolling this out across other stores. “As we grow, it is important to look at what we’ve done really well in the past, and retain the company’s values and heritage,” White said. “We are also looking at new technology to make sure we’re evolving[with] the industry.” Roast IQ. Image supplied Continuing to expand White also emphasized Padre’s focus on sustainable and healthy growth. The brand’s recent expansion into Sydney marked a milestone, enabling it to reach more customers and provide on-the ground support for its partners.  The goal, he said, is to establish a strong presence in the Paddington community and expand its wholesale network in New South Wales. Responding to the growing trend of consumers investing in high-end home setups, Padre has focused on its domestic product offering, including coffee beans, filter papers and other accessories, to enhance the customer experience. “I don’t know how many specialty coffee retailers have the depth of products we have, and it’s definitely something we’ll continue to expand in our retail stores,” he said. This story first appeared in the August 2023 issue of Inside Retail Australia Magazine.