Coffee Chats: MILKLAB x Wolff Coffee Roasters

As the old saying goes, if something’s worth doing, it’s worth doing well.

And when it comes to coffee, it’s 100% true. Thankfully, in Australia we have an abundance of choice for high-quality specialty coffee thanks to the innovative thinking of legends like Queensland’s Wolff Coffee Roasters. We sat down with head honcho Peter Wolff to get his insights into how to build a coffee brand with real staying power.

In this Coffee Chat, we explore the Wolff story, including what’s new, what’s next, and more.

Masters at work: the Wolff story

Peter Wolff has a reputation as a pioneer of specialty coffee, and he’s been at the forefront of the Australian coffee industry for over three decades, so he knows what it takes to create sustained success. When Peter and his wife Penny set up Wolff Coffee Roasters in 2010, they had the goal of making specialty coffee approachable to everyday coffee drinkers.

“We grew to be one of Queensland’s biggest roasters through a combination of exceptional product quality and an enduring commitment to customer service,” Peter said.

Serving up exceptional coffee is key to the brand’s success, but there’s more to the story. To Wolff, quality starts with sourcing only the finest quality coffee beans, then applying innovative roasting techniques to bring out their best. In addition, Peter explained that forming strategic partnerships and maintaining a dedication to continuous improvement have also played significant roles in Wolff’s growth journey.

Wolff also prioritises knowledge sharing both internally and externally, enabling career growth among team members, and fostering a thriving community of coffee drinkers. Each member of the Wolff team is encouraged to be a leader, and to help share knowledge with the wider coffee community. Insights are delivered through Wolff’s online channels as well as the Wolff College of Coffee program, which educates and empowers the next generation of master baristas and roasters as they level up their careers.

Of course, a great coffee roaster should have a great café. Brisbane-based coffee lovers will already be familiar with Wolff’s coffee bar, the “Big Bad Wolff”, which more than lives up to its name with street art-inspired urban decor in a comfy, airy space for coffee and catch ups. It’s the perfect spot to relax and meet friends for a snack or host a work meeting with exceptional coffee.

‘The Wolffpack’, from left to right: Nerada Lollback, Lindsay Harrison, Aaron Leck, Nick Lock, Peter ‘The Big Dog’ Wolff, Abbie Moore, Emma Page, and Jonno Bryant.

The keys to a thriving partnership

At MILKLAB, we’ve found partnerships tend to work seamlessly when there’s a clear alignment of values and goals between partners.

“The partnership between MILKLAB and Wolff Coffee Roasters is built on a shared passion for innovation, quality and sustainability,” Peter explained.

“Together, we aim to deliver exceptional coffee experiences

by combining our expertly roasted coffee with MILKLAB’s premium alternative milk products.”

Offering a selection of premium alternative milks also means Wolff can fulfil a variety of customer needs by ensuring they get a delicious coffee that meets their taste and dietary preferences.

Sustainable coffee for better communities

Like MILKLAB, Wolff is a brand that takes sustainability seriously — it’s not just something we talk about. Wolff implements a variety of sustainability initiatives from sourcing through to community development.

These include sourcing coffee beans from farms practising sustainable agriculture, using eco-friendly packaging, and investing in energy-efficient equipment, all as part of seeking to reduce Wolff’s carbon footprint.

“We also engage in various local initiatives, support local charities, and provide educational programs to foster a deeper appreciation for coffee,” Peter added.

Reflecting on the MILKLAB x Wolff colLAB at FHQ

Food & Hospitality Queensland (FHQ) is one of the Sunshine State’s key industry events, where local businesses showcase their latest innovations and inspiring creations.

In 2023, MILKLAB collaborated with Wolff to produce a series of unique coffee blends for FHQ, each designed to showcase the quality of both brands’ products.

“This collaboration involved extensive planning and coordination, and the outcome was a series of memorable experiences for customers and valuable exposure for both brands. We got some great feedback,” Peter said.

“This collaboration also strengthened our relationship with FHQ, opening doors for future projects and partnerships,” he said.

Events galore: what’s in store for the rest of 2024 and beyond

2024 has been a big year for Wolff, and there’s no sign of things slowing down, as Peter gave us a look at what’s in store for the rest of the year. “We have several exciting events and new products planned,” he said.

“We are proudly partnered with the Brisbane Festival through the month of September, bringing our premium coffee experience to one of Australia's most vibrant cultural events.”

Elsewhere, you can catch Wolff at River to Rooftop where the team will be fundraising for Women’s Legal Service Queensland. Wolff will also be pouring delicious specialty coffee all weekend long at the Fig Tree Pocket Equestrian Centre for the Queensland Championships.

Coffee community engagement

Wolff’s commitment to community is a cornerstone of its brand identity. The team plays a highly active role in Brisbane’s specialty coffee community, fostering connections both in person and online.

“We engage our community in multiple ways including through education and training, organising and participating in events, and maintaining an active online presence,” Peter said.

Wolff leverages social media to share updates and insights about specialty coffee, and this dedication has created a vibrant online community with over 95K YouTube subscribers. The team also hosts workshops and courses to share the team’s passion and coffee expertise. Peter added that collaborating with various local businesses and participating in competitions both provide a great opportunity to connect with all kinds of industry professionals and coffee enthusiasts.

Do you have any favourite MILKLAB products to use?

“We love using MILKLAB’s Almond Milk and Oat Milk. We particularly enjoy these alternative milks because they pair exceptionally well with our Big Dog Coffee Blend, enhancing its rich, chocolatey notes and adding a smooth and creamy texture,” Peter said.

Head to the “Big Bad Wolff”, home of Wolff Coffee Roasters in Brisbane for world class coffee, and be sure to check out their awesome YouTube channel and follow the Wolff journey on all your favourite social networks: @WolffCoffeeRoasters.

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