As you scale from small to large roasting operations, your relationship with your importer becomes central to how your business runs. Clear communication is key. The best sales rep can become a business partner as your company grows. Putting in the work to build this relationship early on will pay back dividends over the lifetime of your business.
From Small Packages to Big Bags
Many smaller-format green retailers like Cafe Imports’ La Bodega or Royal’s Royal Gems make it easy to source coffee with a lower barrier to entry. Delivered via ground transportation, they remove freight logistics and reduce upfront costs for small operations.
When it’s time to scale, connecting with a sales rep at that same business can make the process seamless. These smaller bag programs typically draw inventory from their larger green warehouse, and the green buyer benefits from already being in that importer’s ecosystem. That same sales rep will help you navigate freight and warehousing costs, supporting you beyond coffee selection.
Feedback and Calibration
Your importer only knows what you tell them. If you sample coffees and never provide feedback on why you like or don’t like a coffee, you miss an opportunity to calibrate with your supplier. That calibration becomes crucial as your business grows. Your sales rep can start to seek out the kinds of coffees you usually purchase, or they may recommend something out of the blue that they thought would be a great fit for you to try.
This is the best position to be in; it puts you in direct dialogue with your supplier and helps you discover new coffees. Your rep can also provide insight into the market and let you know when it’s time to purchase more or wait for the next harvest cycle. Finally, they can assist when you are on a tight turnaround and don't have time to browse menus or sample multiple options. A trusted partner can recommend a coffee when you need it ASAP, and you can feel more confident in that purchase.
How Many Importers to Work With
In our Roasting 101 classes, we hear this question a lot. Working with just one importer keeps things simple and streamlined, but sometimes you need to shop around for the perfect coffee. It’s typical for roasteries to source from a few different green coffee vendors.
You may find that one operation has a range of coffees to build a broad menu, but you want to offer a wild or boutique coffees that are only available from a smaller operation.
Before starting a business relationship with a new importer, ask yourself:
- Do they have an office nearby where I can meet with them, cup together, or learn more?
- What are shipping rates like? Can I pick up coffee at a local warehouse? How will they ensure I get the best freight rates?
- Is the onboarding experience easy and welcoming?
- Do they have a range of coffees I can work with to build my menu?
- Are they people I enjoy talking to regularly?
Checking all of these boxes isn’t required, but considering these questions can help you select a stronger business partner to help you achieve your goals and control costs.
The Relationship is Key
Running a business means managing a lot of responsibilities. Relationships are a driving force that shape your business’ identity and its trajectory. If you have no coffee to roast, you have no roasting business. Green coffee suppliers are at the core of our businesses.
Build your relationships with importers you enjoy working with, let them know what’s working and what could be better, and be open to their suggestions. Speaking from experience, some of the best opportunities have come from relationships with our sales reps when they email, “Hey, I just cupped this stellar coffee and thought of you. Want me to send you a sample?”
