Kiwi Diary curator Freda Wells sat down with Emma Hennah, Co-Founder & Director of Sublime Coffee, to learn more about one of New Zealand’s most delicious and sustainability-focused coffee roasters!
Sublime Coffee Owners Emma and Dan live in their fun, busy household in Nelson with their four children and 3 dogs.
Q: How did Sublime Coffee begin?
We started Sublime Coffee in 2005. Dan previously worked in the movie industry in physical effects, and while he enjoyed making smoke and explosions, he was looking for a change. Coffee was a passion and he wanted to satisfy his entrepreneurial spirit.
The name Sublime has only positive connotations and feels. It was a good fit and a nice way to go about each day - how Sublime!
Q: Tell us about your journey with sustainability
Sustainability is becoming the most critical component at all levels in the production chain, from the coffee farmers to the home coffee drinker.
Near the start we decided we wanted to make a positive impact. We partnered with a pioneering compostable packaging company who were new to NZ which was really exciting. We were happy with our packaging - but we needed a way to compost it!
For over 18 months we trialled ways to commercially compost the cups and lids accumulated from our Haven Road store. Many people thought we were crazy but it mattered to us.
There was some disappointment, but much learning and finally we sorted a robust compost system to successfully divert cups and lids are returned to us.
The compost in Nelson is sold through Greenwaste to Zero and in Palmerston North it distributed over community gardens. We currently divert about 5,000 cups and lids from landfill each month, and our system works seamlessly.
Finding people who share the sustainable vision was key: Ecoware Food Packaging provided endless support, Envirowaste Nelson shared our vision of getting cups and lids where they needed to go, and Greenwaste to Zero were patient and persistent in helping us achieve our goals. Palmy Proud were awesome from the beginning, and our fantastic crew and customers’ efforts on the frontline, returning and sorting the packaging, were vital in making it all possible.
We use sustainable business practices wherever possible to reduce our impact. We source products intentionally, even our toilet paper! We look for importers committed to beneficial projects aimed at increasing community quality of life in the countries of origin.
Q: How has Sublime evolved over time?
We've gone from Dan roasting coffee and slinging espresso brews in a tiny villa on Haven Road, to having four locations across Nelson and Palmerston North. Our Roastery and Brew Bar on Nelson’s New Street is now Sublime HQ. It’s always buzzing - the hum of roasting, bagging coffee beans, and happy caffeinated people whizzing around having a laugh as they work!
When we reflect, we’re surprised how the business has evolved - and we still look forward to it when we wake up each day! There’s constant innovation in crafting what we want in the final cup, and looking at ways to improve.
Q: What do you love most about this business?
Coffee brings people together, and builds rituals into our days. Whether solo moments to pause and reflect, or connecting with others to feed your soul with good vibes. Hospitality is all about those precious moments in life.
Q: Sublime: life lessons?
Patience - be methodical; and commitment - it’s a lifelong journey. Don’t give up when it gets hard.
Q: Is there anything you'd do differently?
Maybe started earlier! Working together from the ground up has been a blast, we’ve learned so much along the way.
Q: What's in your future?
We want to keep the culture of the business and the feel of the people inside it. This is what makes Sublime so special.
Nurture those talented people who come into the hospitality business and keep the growth within the industry.
We want people to continue to enjoy the time they spend with Sublime.
~ Emma Hennah
Owner + Co-Founder, Sublime Coffee
www.sublimecoffeeroasters.co.nz
Sublime Coffee not only make the most delicious brew around, they are also a Silver Sponsor of the 2023 Kiwi Diary! We’re thrilled to collaborate with such lovely people, equally dedicated to living in a way today, that leaves a better tomorrow. When you’re next in Nelson (or Palmerston North, or Adelaide!) make sure to visit one of their cafes - where you’ll find some of the friendliest and happiest staff around, which speaks volumes for their business ethic!