The Insomnia Coffee Story
The Insomnia Coffee Story Our Story
We truly believe in great coffee and our promise is to deliver the best cup of coffee to each customer every single time they visit. We're passionate about every detail, from our specially selected Fairtrade beans to our skillfully trained baristas, to our dedication in doing our bit to helping the environment. This is our story.
The Insomnia Blend
We launched our 100% Fairtrade coffee in 2006. We have travelled far and wide to meet the co-ops and farmers who grow our coffee. For us it’s essential to know our farmers, for them to know us and to create a long lasting relationship together.
The Insomnia Blend is a unique recipe, blended just for us, the speciality grade beans are sourced from Colombia, Brazil, Vietnam and Sumatra.
- Colombian Bean: Medium body, subtle citric top notes, clean finish.
- Brazilian Bean: Big body, chocolate malt & nutty notes, lasting finish.
- Vietnamese Bean: Medium body, chocolate notes with hint of apple acidity, long & rich finish.
- Sumatran Bean: Creamy body, toasted sugar & smoky chocolate notes
Our unique blend of Fairtrade premium coffee beans is specially roasted for us weekly. The shorter the time between roasting and serving, the fresher, smoother and fuller flavoured the taste.
“Syrupy, smooth body with liquorice note and aromas of cherry. Through milk notes of cocoa powder with a clean, round creamy finish.”
The Perfect Extraction for Espresso, the base for most of our coffees: 14 grams of Coffee, 25 seconds, 95°C and 50ml of specially filtered water.
Our promise is that you will get the best cup of coffee, in whichever format you choose, every time you visit our stores. To keep this promise, we have our baristas – who go through three levels of training. There is 50 hours of barista training behind every cup of coffee we serve. Quality and customer service are key elements to our philosophy, and each one of our baristas deliver this with their skill, personality and passion for coffee.
Our expertly trained baristas and engineers are the geniuses behind our coffee; it’s their continuous inspections of the coffee machine, temperature, crema, colour and taste, which always delivers the best cup of coffee.
Fairtrade is a global movement that seeks to make trade fairer through connecting small farmers and consumers. When companies sell on Fairtrade terms, they act as a link between two ends of the value chain. Thus helping producers in developing countries receive a better price for their products by requiring companies to pay sustainable prices, which cannot fall lower than market price.
Insomnia Coffee Company has been Fairtrade certified since 2006 and has served 100% Fairtrade coffee since then.
Each year we sell over 30 million Fairtrade cups of coffee. With the steady and fair business generated by Insomnia Coffee, farmers and workers, from who we source our products, are enabled to improve their working and living conditions. Moreover, Fairtrade encourages environmental protection. Fairtrade standards help small farmers make environmental protection an integral part of their farm management, including reducing pollution, limiting the use of harmful chemicals and finding organic alternatives.
Our coffee is a balanced blend sourced from Colombia, Sumatra, Peru and Tanzania. Each time you enjoy our coffee you are helping to make poverty history for many people in these countries. Fairtrade certification means that co-operatives get a fair price for their beans, thus allowing them to invest in better salaries, equipment and social projects. Farmers are guaranteed to receive at least the Fairtrade Price for their coffee which aims to cover their costs of production and act as a safety net when market prices fall below a sustainable level. This Minimum Price also rises with world market prices.
To read more on our Fairtrade projects over the years click HERE.
Insomnia Coffee Company believe businesses can – and should – have a positive impact on the communities they serve. We’ve been committed to being responsible and doing things which are good for the planet and each other ever since we opened our first store in 1997.
It’s a big challenge, but we’re making progress to reduce the impact of waste in our stores.
We encourage our customers to pick up an Insomnia KeepCup, these reusable takeaway cups come in 12oz or 16oz sizes and when you bring yours into any of our participating stores, you will be rewarded with 20cent extra ‘Treats Credit’ to your Insomnia Treats account. This we hope will incentivise our customers to re-use their KeepCups, thus saving on the amount of disposable takeaway cups used.
Did you know you can pick up bags of used coffee grounds at your local Insomnia? Well now you do!
Using coffee grounds on plants and in gardens is sustainable and beneficial. There are three ways you can use coffee grounds on your plants: as fertilizer, for composting and to control pests. Another great benefit is that the grounds are not added into landfill, so we achieve two benefits with one single action: helping you nurture your soil and protecting our environment.
It’s great to know that our grounds can be put to such good use after you enjoyed your favourite coffee and we are happy to supply them to our customers for their gardening!
Pick up a free coffee ground bag in any of our stores.