Three options. Only one actually works for your business.
Three customers, one roaster, the green-bean order eats the marketing window
A specialty coffee roastery runs three lines off the same Probat or Loring: wholesale to cafes and restaurants (the volume business, the relationship-led game where a single account at 8kg a week is a $40k-a-year line, with monthly cupping sessions for the cafe owner and a barista-training-school overlay), wholesale to retail (Coles, Woolies, specialty grocers, the gift-pack-at-Christmas play, often a lower-margin volume top-up), and direct-to-consumer (the 12-pack subscription, single-origin one-off bags, the cafe-attached retail counter if you have one). Each is a different customer, a different sales cycle, a different keyword set. The head roaster is on the Probat from 6am, on the green-bean order from a Colombian importer at 9, on the cupping table by 11, on the wholesale calls to existing cafe accounts by 2pm, and on the SCA accreditation paperwork every other Sunday. The marketing that grows each line (a wholesale-to-cafes landing page that leads with SCA membership and direct-trade origin story, a subscription page that converts a $52-a-month signup, a cupping-session calendar for cafe-buyer prospects, a barista-training-school page if you run one) is the work that doesn't happen between the cup tasting and the next green-bean shipment.
Good coffee-roaster marketing has three jobs running at once: a wholesale-to-cafes landing page that leads with SCA membership and the direct-trade origin story, shows the current core-range pricing per kilo, the existing cafe accounts as the proof point (a roastery with 60 cafe accounts displayed is the proof point that closes the 61st), and surfaces the monthly cupping-session calendar as a low-commitment entry point for cafe-buyer prospects; a single-origin subscription page that converts the direct-to-consumer signup by leading with the bean (the Ethiopian Yirgacheffe currently in the rotation, the cupping notes from the Q-grader, the producer partnership story) rather than the roastery; and a cafe-buyer Meta and Google Ads campaign that runs steady year-round on 'wholesale coffee [city]' and 'single origin coffee subscription Australia'. Most roasters do the subscription page reasonably and let wholesale and cupping-session marketing slide.
Six agents, working in your accounts.
Account Lead, Web, SEO, Advertising, Social Media, and Content. One platform, one bill, you approve the work.
Sets the plan around the three lines that actually grow the roastery: winning new wholesale-to-cafe accounts on the SCA-and-direct-trade moat, lifting the subscription conversion from 1.2 to 4 percent on the single-origin landing pages, and booking the cupping-session calendar three weeks ahead. Briefs the other agents so the wholesale page, the subscription page, the cupping-session calendar and the roastery posts all push toward the same outcome.
Ships a clean page library so 'wholesale coffee [city]', 'single origin coffee subscription Australia' and 'cupping session [suburb]' find you. Imports your existing site, makes the wholesale page lead with SCA and direct-trade, gives every seasonal single-origin its own landing page with the Q-grader cupping notes, and wires the cupping-session calendar to take a same-day RSVP from cafe-buyer prospects.
Owns the work that decides whether you rank for 'wholesale coffee [city]' and 'specialty coffee roaster [suburb]': complete Google Business Profile with SCA, Q-grader and ACO organic flagged, wholesale and single-origin schema, review prompts after a wholesale sample pack lands, and the technical fixes that keep the single-origin and wholesale pages indexed. Auto-applies the low-risk stuff.
Runs a steady year-round Google Ads campaign on 'wholesale coffee [city]' and 'wholesale coffee [suburb]' at a low daily spend (this is a long-cycle decision, $30/day for a year wins more accounts than $300/day for a fortnight), a direct-to-consumer Meta campaign on the seasonal single-origin drops with retargeting on subscription signup, and a cafe-buyer Google Ads lift on 'cupping session [suburb]'. The whole point is to keep the wholesale and subscription pipelines warm, not spend in bursts.
Turns every green-bean landing, every roast curve and every cupping session into content in your voice: a reel of the Yirgacheffe coming off the Probat, a carousel of the SCA cupping form, a behind-the-roastery shot of the Q-grader on the spirit safe, the cafe-buyer cupping group from Tuesday morning. Builds the roaster-led feed that wins the wholesale enquiry and the subscription signup. You snap one frame a shift, the agent drafts, you approve.
Drafts the longer pieces that catch the coffee-curious customer and the cafe buyer between visits: 'what SCA accreditation actually means for a roaster (and why your cafe should care)', 'how a single-origin Yirgacheffe is cupped, scored and roasted', 'a head roaster's honest pick of the best [city] specialty coffee subscriptions'. Two a month, in your voice, that bring search traffic in at the consideration stage and double as content the head roaster can hand to cafe buyers at cupping sessions.
Your first 30 days.
- Site imported, hosting bill cancelled
- Annual plan against wholesale-to-cafes, subscription and cupping-session lines delivered by Sam
- Google Business Profile flipped from 'Cafe' to 'Coffee Roaster' with full services list and SCA flagged
- Wholesale-to-cafes landing page and three seasonal single-origin pages indexed and ranking
- Year-round wholesale Google Ads live on 'wholesale coffee [city]' at $30/day
- Direct-to-consumer Meta campaign live on the seasonal single-origin drops with subscription retargeting
- First fortnight of roastery, Probat and cupping-table reels queued in your voice
- SCA-accreditation and single-origin blog drafts in your inbox
Coffee roasters that grow past the cafe-attached retail counter aren't the ones with the prettiest bean bag design. They are the ones whose wholesale page leads with the SCA badge and the 44 existing cafe accounts, whose seasonal single-origin landing page converts the home-espresso drinker at 4 percent, whose cupping-session calendar is full three weeks out with cafe-buyer prospects, and whose Google Business profile shows the Probat and the cupping table, not a stock bean shot. Every one of those is a job that has to happen every week, forever, and it is the work that gets eaten by the green-bean order and the next roast batch.
Agencies are too expensive to actually run the wholesale page, the seasonal single-origin landing pages and the cupping-session marketing for a roastery at $3k a month. Tools are cheap but you write the single-origin caption at 10pm after the green-bean order. In-House is the third option: for $299 a month the agents ship the pages, post the Probat and the cupping table, run the steady wholesale ads and the seasonal single-origin Meta drops, and keep the wholesale enquiries answered the same day. You snap one frame from the cupping table, approve the week from the roastery floor, done.