FEATURE NEWS
Coffee’s sea change Specialty coffee doesn’t just belong in the CBDs and innercity suburbs. A new movement is seeing coastal towns and communities become hubs of coffee and culture, and Will & Co is leading the crusade.
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ustralia’s vibrant coffee culture has long been associated with the secret alleyways of our bustling cities and side streets of hip inner-city suburbs, but like with many aspects of everyday life, COVID-19 has seen that change dramatically. Cities became ghost towns as commuters began working from home and the suburban café scene flourished. Josh Passaro, Director of Bondi-based coffee roaster Will & Co, says the coastal community has seen a similar boom. “For a long time, coastal towns were viewed as sleepy getaways where you only go for beach holidays, but that’s changed a lot. Many businesses have realised they don’t need to have people work from an office in the city every day,” Josh says. “Over the past 12 to 18 months, we’ve seen a mass migration from the cities to coastal towns. It’s no longer just the older generation heading there to retire, it’s young families, creatives, artists, and entrepreneurs, creating an interesting dynamic and community.” As city dwellers migrate towards the coast, they bring their high expectations of coffee with them. “Coastal cafés definitely have a different vibe compared to those in the city. For a long time, they were viewed as not as progressive and more laid-back. That’s really transformed a lot over the last few years,” Josh says. “The level of coastal coffee, cafés, and hospitality venues has evolved. Bondi and Byron Bay are home to some of coffee’s most influential brands and people, transforming them into mini-creative hubs at the forefront of contemporary culture, and coffee plays a huge role in these communities.” But specialty coffee is nothing new to the coast and has been a part of these town since before the pandemic began. Will & Co has been catering to these communities since 2013, and Josh says like in many cases, COVID-19 has accelerated an existing trend rather than
Will & Co has seen a cultural shift in specialty coffee from the cities to the coast.
created a new one. “Will & Co was founded in the coastal community of Bondi by three mates, and we started off by supplying friends in the local area and collaborating with local artists. Will & Co was built around our local community, our first café was a popup above a surf store in Bondi and the support from locals was overwhelming” he says. “For us, Will & Co is a coastal lifestyle brand, and the special way we connect with the local community it is still a big part of who we are. Many of our café partners are located along the coast and we love working with these types of café owners.”
Josh says among the many people looking for a sea change are café owners and coffee professionals who have seen the success coastal cafés are having and would like to join the movement. “Cafés are the heart of coastal communities, the central point of connection for locals. One thing to be mindful of though, is the clientele are early risers. Everybody loves having their coffee down by the beach post swim or watching the sunrise,” Josh says. “That’s actually what we had that in mind when creating our Will & Co pour overs: having great filter coffee experiences anywhere and anytime, even on remote beaches and early
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