Dear valued customer,

I am writing to you with some exciting news. I have taken the decision to go into financial partnership with a well known specialty roaster, Coffee Supreme so that I can unlock both expertise and additional resources to better grow the Gabriel brand and to support you in store.

What will I be doing and what does this mean for you?

There will be no change to the coffee, no change to the Gabriel brand, the Gabriel team, the Gabriel service and absolutely no change to your current coffee agreement with Gabriel Coffee. As for me, I will be doing the same thing I have always done, sourcing and roasting the tastiest coffee around …… just more of it. I remain a shareholder in the combined business and I will be leading the coffee program across the two companies.

Why did I choose Coffee Supreme?

Coffee Supreme was founded in 1993 in Wellington NZ and now also has roasteries across Australia and Japan. My decision to partner with a renowned brand and leader in the coffee industry has been a long and thoughtful journey for me. Having known Andrew Low (Coffee Supreme CEO) personally and discussed a potential partnership for over three years, it became very clear that our collaboration would be mutually beneficial for our two companies and most importantly our customers. Both Gabriel and Coffee Supreme share a common vision and ethos, and I am excited to finally unite our expertise.

Why did I make this decision now?

As an industry, all coffee companies have faced unprecedented increases in the cost of green coffee, rent, utilities and general overheads. As manufacturers, increasing economies of scale (annual volume produced) is one the the most successful ways to reduce costs through increased buying leverage and more efficient use of our factory assets.

By combining forces, we will better leverage the power of factory best practice, deep farm relationships, brand distinction, coffee excellence and importantly, unlock increased investment in our team to better support you, our customers in all markets and channels.

What happens next?

In the next few weeks we will be changing the bank account that you pay your invoices to and we will be updating our ABN to operate out of a new system but this will all be done for you by our finance team. Your account manager will also pop in to see you and answer any questions that you may have and I am only ever a phone call away.

I’m more excited than ever to embark on this new venture and continue serving you world-class coffee. Many thanks for your ongoing support of both me and Gabriel Coffee.

Sam Gabrielian - Founder Gabriel Coffee