Our Story
Built on Knowledge, Driven by Belief
Fifteen years ago, we started like any other small coffee outfit—tight budget, big dreams. But we had an unusual advantage: our mentors weren’t YouTube gurus or Instagram influencers. They were data-driven coffee specialists from Nestlé, a company that controlled a third of the world’s coffee supply at the time.
These weren’t just instant coffee experts. Behind Nestlé’s walls were sophisticated labs where scientists dissected every aspect of coffee—from bean chemistry to extraction physics. Our mentors taught us to read through marketing hype and focus on one thing: what genuinely makes coffee taste exceptional.
While others chased trends and celebrity endorsements, we learned to trust the data. This grounding in hard science and honest tasting shaped our core belief: everyone deserves great coffee, and great coffee doesn’t have to be expensive.
The Journey of Finding the Right Partners
Our early years were spent solving coffee challenges for cafes and F&B establishments. We started with working with local roasters but faced the familiar struggles of pricing premiums and consistency issues.
We partnered with Bezzera, the company that invented the modern espresso machine. During those years, we trained thousands of users for free, sharing genuine knowledge about what truly matters – not the fancy features or brewing theatrics, but honest taste and practical results.
A Defining Choice
When the government introduced PIC grants that could have given us a fully equipped roastery for free, we made a different choice. Instead of rushing into roasting ourselves, we invested thousands of our own dollars searching globally for the right partner.
We found Le Piantagioni and Arcaffè – a decision validated when Forbes later featured them as the year’s top coffee excellence recipient, the only one in their category.
In all our years working with Italian companies, we’ve never met partners as genuine, persistent, and professional. But what truly sets them apart is their approach: they’re as data-driven as we are. Their owner is an international judge for the Cup of Excellence – essentially the Oscars of the coffee world – giving them direct access to genuinely exceptional coffee at fair prices.
They’ve also solved one of coffee’s biggest challenges: freshness at scale. While most roasters struggle to maintain quality beyond two weeks, Arcaffè and Le Piantagioni invested heavily in advanced packaging technology specifically engineered for coffee. Their beans stay fresh for 6 to 18 months – not through preservatives, but through genuine innovation.
This changes everything. They can roast larger batches without sacrificing quality, achieving better pricing while maintaining remarkable consistency. When you measure price, quality, and taste together, they’re simply off the charts.
Standing with Our Community
The pandemic tested everyone in F&B. We watched as owners faced impossible choices – margins thinning, costs rising, foot traffic disappearing. But what moved us most was seeing these owners fight to keep every single staff member employed, knowing each person had families to feed, bills to pay, lives depending on that paycheck. Even when they have to bear huge debts to stay open.
We responded the only way we knew how. When coffee prices increased fivefold, we absorbed as much as possible, limiting increases to just 30%. We sold hundreds of our Bezzera machines at deep losses to F&B establishments, helping them add coffee to their menus – creating new revenue streams when they needed them most.
These weren’t smart business decisions, but watching owners do everything possible to avoid letting their people go, we knew we had to do our part. Many of these establishments were facing massive losses, yet they held on – not for profit, but for the people counting on them.
This commitment came at a cost. We closed our showroom and streamlined operations, relocating to a humble storeroom. Like many of our F&B partners, we’re still in the red. But we persist because we know that sometimes, the little things suppliers are willing to do can make the difference between a business surviving or closing, between families having stability or uncertainty.
Where We Are Today
From our humble storeroom, we now serve a quiet but distinguished clientele – embassies, multinational corporations, gourmet restaurants, and most importantly, the F&B establishments that have become our partners over the years.
Despite that, we are not here to get rich. We’re here because we believe in what we do and the people we serve. Every bean we deliver carries our commitment to genuine quality and fair value.
Our story isn’t about impressive facilities or explosive growth. It’s about persistence, knowledge, and the belief that good coffee – truly good coffee – should be accessible to everyone.
Fine Coffee Company’s Partners:
Bezzera – The first real espresso machine inventor and still the Rolls-Royce in premium espresso machines.
Le Piantagioni – Forbes featured, only recipient in the specialty coffee category for Italy’s top 100 produce.
Arcaffè – Coffee roaster since 1895, with original recipes from a century ago. Classic Italiano espressos at its finest.
Asachimici – The first brand in the world that invented cleaners for espresso machines.
Logistics and other service partners
Appointed renovation partner for interior designs Singapore
VISITING US
Unfortunately, we only operate a storeroom right now and the location don’t take visitors.
In case you wish to know where we are located:
Address:
Operating under Grand Cruz Production Pte LTd
1092 Lower Delta 07-14
Singapore 163203