(Swartland, Western Cape, South Africa)

Hein Stapelberg & Brigid de Carvalho Stapelberg took over “SNOBS Coffee” in 2017 and changed the face that long running family business into the craft coffee roasting learning tree of the Republic of South Africa.

Technology distinguishes SNOBS’ coffee in the first instance – its coffee is roasted with the power of the sun, using technology brought into South Africa at the dawn of the 2010 World Cup games and perfected over the years by Hein’s nuclear scientist father. “Solar roasting” isn’t fast, easy nor cheap, but one sip of the cup says, “it’s worth it” on the lips. Roasting beans and blending coffees to leave the bitterness behind and introduce a glimmer of sunshine in the cup – that is the objective of solar roasting.

Hein & Brigid also introduced a philosophy of coffee they named, “The Second Cup” which distinguishes them in the second instance. For them, the first cup needs to be so inviting and bring so much pleasure that which strives to pleasure the that “Second Cup” isn’t even a question and is eagerly anticipated. Matching the beans and the brew to the palate is the craft part of the craft roasting, and it is the skill Hein and Brigid teach to the student interns, the roasting curious, and to the retail purchasers of SNOBS beans. This innovation in the coffee customer experience (treating each cup as very special) increased the yield per transaction significantly. The teaching of roasting and cupping by Hein to the retailers reinforced the “Second Cup” vision.

Additional innovations by SNOBS are found in the evolving business model that prioritizes and complements family life rather than conflicts with it. The shops were spun off as individually owned licensed premises using the brand, the beans, and following the techniques of the “Second Cup.” The family’s switch to roasting alone allowed Brigid to focus on the nutritional aspects of the coffee experience and develop her own line of specialty “plant based” foods to complement each bean brewed. The shops were encouraged to offer customers the foods from recipes Brigid perfected with each individual markets in her mind. As Hein and Brigid welcomed the first of now two children the business model innovations freed them to be “present parents” while growing the business. A focus on roasting and training while the business model resulted in reduced fixed costs and brick & mortar expenses which in turn properly positioned the company for the unexpected global pandemic period recession. Online sales of coffee to existing and new consumers grew as the recession ebbed with new products and new blends tested in this period which in turn were picked up by the retail and institutional clients as the demand returned to the street.

The personal challenges for Hein and Brigid during this period were difficult (changing business models, spinning off shops, focusing on value added products) but the endurance and determination of both as a family makes them a remarkable partnership. It is dedication to the craft, and commitment to the customer and client that distinguish SNOBS Coffee Solar Roastery and these qualities are why Regina Mundi likes them.

Visit Snobs Coffee Solar Roastery’s site at https://www.snobscoffee.com/.