Tell us the backstory behind Noego Coffee, what inspired the brand?
Noego began in the back of a 1977 Kombi, I wanted to roast organic coffees only and sell at a market stall. We then started to use our storage warehouse as an espresso lounge and it’s just gone from strength to strength. We now employ 15 staff and have moved from a 1.5kg roaster to a 15 kg roaster.
We chose the name Noego (No Ego) because we felt that there was so much attitude coming from both coffee roasters and baristas, that we wanted to bring back customer service and hospitality that comes from the heart. Respect Awareness and love are at the core of everything we do.
Why is organic so important to you?
Simply because that is the way my family and I live, it’s important on so many levels, our pharmacy is our food.
How is Noego tackling the issue of sustainability?
Sustainability on all levels is so important to us. All our coffees are both environmentally and ethically sourced.
Where do you source your coffee beans from?
We source coffees from all corners of the globe and have several single origins available.
What is your everyday coffee ritual?
My only ritual is that coffee is one of the first things I do. But my coffee is always made as a moment of being present and almost meditational. I choose what style I feel like whether it be espresso, drip filter, Turkish or cold brew and sit with it, I enjoy my surroundings as the sun rises usually. It’s always a beautiful moment.
What’s the secret to a great cup of coffee?
Best quality you can afford, freshness, and then making it mindfully.
If you could only choose one of your products to buy what would it be and why?
Ananya Blend. It’s the first roast that I did and has a flavour profile that I’ve never tried before. It has so many different levels of flavour which makes it very versatile in different brewing methods.