The seeds of analogue were sown when our head roaster Jeremy moved from Wellington to Manchester back in 2000. He had a great time meeting lots of amazing people and diving headfirst into the legendary music scene. The only problem was the coffee. He tried every bean he could lay his hands on, but none of them hit the spot. Something had to be done.

In typical kiwi style, he cobbled together a roaster using a hot air paint stripper, an empty instant coffee tin from the smoko room, and a motor he found discarded on the side of the road. A true passion for coffee was born and he’s been roasting ever since, using everything from a popcorn popper to a 120kg Probat machine.

The roastery is located in Wairarapa, nestled in the foothills of the Tararuas. It’s a beautiful spot full of wildlife – perfect for the contemplative art of roasting coffee.

Unlike the big labels you see in the supermarket, we’re not about spewing out as many bags of beans as we can. We’d rather take our time and enjoy the process. It’s important to work with a positive mind so if we’re not ‘feeling it‘ we head down to the stream and feed the eels, or go for a walk in the forest.

Great coffee won’t come from an automated machine; the sounds, smells, and subtle differences in colour are all cues which tell us how the roast is progressing. A computer would never know, but we take note and make the necessary adjustments.

With all the care and attention we give to the beans, we’re sure you’ll taste the difference.