Coffee with intention
Primary Coffee exists to make coffee that feels honest - from how it’s sourced to how it’s shared.
From café to roastery
Primary Coffee began in 2017 with a small roaster and a clear purpose. We wanted to make good coffee available without unnecessary complexity. The first year was spent learning to roast consistently. We focused on understanding how different beans respond to heat, how small adjustments change flavor, and how to repeat results. By 2018, we had established relationships with producers in Ethiopia, Colombia, and Brazil. These relationships were built on regular communication, fair pricing, and long-term commitment. They remain our primary sources today. In 2019, we opened our first cafe in Potts Point. In 2021, a second location in Surry Hills. Both operate as extensions of our roasting approach: consistent quality, minimal distraction, reliable service. We now roast over 50,000 bags annually. The process has not changed significantly since we began. We source carefully, roast with attention, and deliver fresh.
Doing things properly.
We focus on doing things properly. From sourcing to roasting to service, our approach is simple: pay attention, make careful decisions, and keep improving over time. We work with coffees chosen for their balance and clarity, and roast them to bring out what’s already there rather than forcing a style. Quality, for us, comes from consistency. It’s the result of repeatable processes, respect for ingredients, and taking responsibility at every step. Nothing rushed. Nothing overstated. We work closely with importers and producers we trust, selecting coffees that reflect their origin and the season. In the roastery, we roast in small batches, refining profiles through tasting and adjustment rather than fixed formulas. In the café, that same care carries through. Coffee is prepared thoughtfully and served without fuss. The goal is not to impress, but to serve something well. We believe good coffee doesn’t need explaining loudly. It just needs to be done properly, day after day.
What we value
We source from farms we know. Pricing is transparent. Commitments are made before harvest. This creates stability on both sides.
Every batch is roasted individually. This allows us to monitor and adjust. Consistency is maintained through process, not scale.
Coffee is roasted after you order. It arrives fresh. This is how flavour is preserved.