The Story
Square Mile Coffee Roasters was founded in 2008 by specialty coffee pioneers Anette Moldvaer and James Hoffmann , two figures who already commanded significant respect in the international coffee community. Hoffmann, the 2007 World Barista Champion and author of The World Atlas of Coffee, partnered with Moldvaer, who won the World Cup Tasters Championship in 2007 . Their ambition was straightforward yet profound: to source and roast coffees that would get people excited and interested and develop and help foster a culture and community of coffee in London .
Starting in a railway arch with 3 people, one roaster and a pushbike for deliveries , Square Mile has evolved into one of London’s most influential specialty coffee operations. Now a dynamic team of talented coffee professionals synonymous with London coffee culture, they’ve grown to contribute to putting London’s vibrant specialty coffee scene on the map . The company operates under the leadership of Felicity Whitehead , while Hoffmann remains involved as an inspirational figure, particularly through his widely followed YouTube channel that has garnered over one million subscribers.
Sourcing & Relationships
Relationships are at the heart of everything Square Mile does, going the distance to bolster longstanding partnerships, engineer bespoke supply chains to support direct connections with producers and mills, engage in forward-buying contracts, and participate in pre-financing initiatives . Their sourcing approach is built on open dialogue, where expertise and feedback flow both ways, and risk is shared more fairly across the supply chain .
The roastery’s commitment extends beyond transactional relationships. Square Mile often buys green coffee from suppliers who offer technical services or training to producers, sometimes paying premiums for training programs through exporters so producers can receive them . They align with programs aimed at improving the quality of life of all people they work with, including development projects such as financial education and agricultural training . They strictly source coffee within a sustainable, impact-led and transparent supply chain, working closely with supply partners to ensure traceability, with transparency reports available upon request .
This philosophy recognizes a fundamental truth about coffee production: producers feel a sense of security in their work leads to much better tasting coffee, allowing people to explore their passion for coffee production rather than simply use it as a means to an end .
Roasting Philosophy
Square Mile’s ethos revolves around mindful sourcing, meticulous roasting, and supporting partners who share their dedication to exceptional coffee . With a team of passionate professionals, Square Mile continually evolves, always seeking new ways to refine their craft and strengthen relationships across the coffee supply chain . Their mission goes beyond responsible sourcing and precise roasting—it’s about creating memorable coffee experiences, driven by one goal: to make brewing delicious coffee consistently easy at any stage of your coffee journey .
The roastery operates with sophisticated equipment to handle their scale and approach. They use two roasters: a Probat G75 that can hold up to 75 kg of coffee and roasts mainly espresso coffee, and a Probat UG15 designed primarily for filter roasting . Espresso blends are blended from the roasted coffee, mainly for the ease of handling the coffee after roasting . Their commitment to quality was demonstrated in a recent collaboration with Bellwether Coffee, where in a blind tasting with 25 team members, no one could distinguish between their traditional Probat roasts and the Bellwether electric roasts, with most preferring the Bellwether versions .
The company operates with a philosophy that balances innovation with respect for coffee’s origins. As one team member explained: “You need to value your team and good coffee. Without having both, it doesn’t work. For everything to work out well, we must prioritise an environment where everything is considered” .
What to Try
Red Brick is Square Mile’s flagship espresso blend—a real crowd pleaser and staple that has been a signature favorite since the company’s inception in 2008 . This seasonal espresso draws on two single origin coffees with opposing characteristics to create a coffee of two halves, focusing not on creating a balanced espresso, but an interesting and complex one . Like most blends, this one changes seasonally so the components won’t always be the same, but you can be confident that it will hit very similar tasting notes every time . The current edition features dessert-like depth with sweet fruit flavors of stonefruit and pear, shining with notes of pear, caramel, chocolate, and plum .
Beyond Red Brick, Square Mile offers a diverse portfolio that reflects their sourcing expertise. Their Decaf Filter is purposefully sourced coffee to shine as decaf, with a focus on sweetness and texture, designed to be your go-to cup all day, every day . The Sweet Shop Espresso caters to those seeking something different— designed for those who want their coffee a little sweeter, juicier and a whole lot fruitier . Their coffee portfolio features a celebrated lineup of blends as well as a vibrant range of single-origin coffees that spotlight both classic and unexpected producers, with Square Mile’s commitment to traceability and sustainable sourcing ensuring each cup offers transparency and depth .
For the adventurous, Square Mile regularly features coffees from non-traditional origins. Recent projects include their involvement in the Amal Yemen project (translated as Hope for Yemen), creating coffee sets that included coffee from different parts of Yemen in different varieties and processing , demonstrating their commitment to showcasing exceptional coffee regardless of origin expectations.