Aaron Wood had no idea Wood and Co Coffee would become a fully-fledged business when he took a year off work and bought a small roaster. But with an expansive knowledge of the coffee industry and a deep respect for the growers and producers behind the scenes, it’s unsurprising that a side hustle quickly turned into a well-respected, full-time business.
A decade ago, the famous Seven Seeds poached Aaron from New Zealand to be their Green Bean Buyer. He travelled the world meeting producers and growers and selecting the best beans for the iconic roaster’s blends. When he set out alone with a 1kg roaster he found, Aaron didn’t want to compete with the establishment (and his mates). Instead, he began to roast a few special coffees to complement the beans and roasters that cafes were already loyal to.
A local affair
With excellent connections in the industry, Wood and Co Coffee grew quickly through word-of-mouth. Aaron’s partner Janna Royse came on board to help run the business side of things, and industry friends and old colleagues became staff. The ‘mom and pop’ feel of the Melbourne-based business continues today and reflects the integrity and intent of the brand.
Wood and Co Coffee’s branding takes a back seat to the real heroes of the coffee world. Purchase a José Quintero from Colombia, and you’ll discover the man behind the bean. José’s parents were coffee producers, and he’s realised his dream of weathering Columbia’s violent upheavals in order to carry on their legacy. His Honey Geisha varietal offers hints of Pink Grapefruit, Caramel and Jasmine. In Wood and Co Coffee, Aaron and Janna have created something that stands apart from the hype, with people and relationships at the centre.
Community at the heart
The community-minded approach of Katie and the Propeller team therefore makes them a good fit for Wood and Co Coffee. Finding Katie at the end of 2019, when the business was in a predicament created by a previous accountant, was a huge relief. She proactively helps them understand what’s happening in their business so they can feel empowered and in control. When there’s something outside her specialism, she connects the team to another professional.
This kind of camaraderie is familiar to Aaron in the coffee industry. He knows how a particular farm is tracking in Ethiopia, when the harvest is taking place in Kenya, or where the next impressive crop is being grown in Peru. He also joins with coffee buyers abroad for cuppings, where each person can give a coffee’s aroma and taste profile exactly the same score, despite not speaking the same language.
Wood and Co Coffee offers a taste of what it is like to be part of a globally diverse community, unified by the language of coffee.
