Cult of Done is Done

Since we first began roasting our Cult of Done espresso five years ago, its only real constant has been change.

The moniker – taken from Bre Pettis’ Cult of Done Manifesto – was, and is, symbolic of an approach, an ethos and a way of working: everything is a draft, in a state of constant evolution in which we strive to revise, revisit, rework and improve.

It’s an ethos we’ve continually adhered to. Informing not just our beloved house espresso, but every coffee that has left our Roastery during our half-decade of existence, we’ve sought to continually refine our approach to sourcing, roasting and brewing the best coffee we possibly can.

We’ve learnt, we’ve pared back, we’ve simplified.

We’ve implemented additional processes, brought in new equipment -- all in the name of improving the cycle of quality andshowcasing unique, exciting and delicious coffees

Now it’s time for Cult of Done to evolve once more.

In offering coffee that’s clean, sweet and fresh (and therefore seasonal), we’ve always aimed to showcase the inherent characteristics and quality of the ingredients we source. For filter, that’s meant a single origin offering from the get-go and it’s increasingly been the case with our house espresso, too. Indeed, for eighteen months (or twelve versions), our house espresso has been single origin. From Hunkute to Serra Do Cigano, its contents have been from one lot produced by one farmer, cooperative or factory.

In the same way we defer praise to the producers for the quality in the cup in the rest of our range, we feel it’s time to do the same for our house espresso. It’s our most widely drunk and enjoyed offering and so the next iterative step in our espresso journey is to shine the light directly on those responsible for creating the potential deliciousness we’re charged with adequately tapping.

For us, it’s an exciting juncture. Removing the mental shortcut provided by a default option will no doubt bring with it a few immediate challenges. However, we also hope it starts a conversation and, as time goes on, that the reappearance of familiar names in the range – Duromina, Hunkute, La Parroquia, Gitesi – will help bolster the relationships we’ve been developing with farmers and producers over the years. In an effort to close the loop between sourcing and serving, we aim to bring those relationships ever closer to our customers and our wholesale partners.

So what changes?

Beyond the name, very little. Kicking things off by welcoming back Hunkute Espresso into our range, we’ll continue to offer between one and three espressos at any given time. They’ll always adhere to our three core tenets of ‘clean, sweet and fresh’ and each will be distinct. It’s just that now, more than ever before, it’ll be clearer why that’s the case.

There’s still more to learn and we’ll continue to tweak and tinker as we do. Here’s to the next phase.

Richard Shannon
Richard Shannon


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