My passion for coffee was discovered in my first sales role. I was fortunate to work alongside a renowned coffee guru who mentored and submersed me in all things coffee. I took my passion and continued to perfect over many years the blending, roasting, tasting & front of house expertise; upskilling & training barista’s with great success.

Velvet came about after selling my previous coffee business partnership – a very successful brand which won many medals in the New Zealand Coffee Awards and prior to selling this business won the ‘SUPREME COFFEE BLEND AWARD both 2007/2008’, a very prestigious award taken with great honour.

To find the right operators to produce coffee and give it justice is the key to having a successful brand. This is why I set up Velvet Coffee Roasters in 2009, to establish a boutique label and sell to passionate operators who really want to drive their business forward with the passion and love in every cup!

Currently roasting in Auckland on the North Shore, I use a 30kg Petroncini Hot Air Drum Roaster to deliver a smooth and consistent flavour and an even roast colour. My Coffee is then placed through a destoner to remove any foreign particles, again ensuring perfection before delivery!

Each roast is tasted and bagged fresh in recyclable paper bags; we do not store our coffee and ensure it is delivered the very next day. Coffee is best consumed within 24-72 hours after roasting. Coffee needs to degas to start developing flavour and body however coffee is drinkable for up to 2-weeks as long as it is in bean form and well store. (Airtight container in a dark cool cupboard). Coffee is microscopic, very important to note when handling … i.e. aftershave, perfume can be easily absorbed & taint.

Stuart Cross