{"id":119636,"date":"2025-08-29T04:00:00","date_gmt":"2025-08-28T18:00:00","guid":{"rendered":"https:\/\/timesnewsgroup.com.au\/geelongtimes\/?p=119636"},"modified":"2025-08-28T14:57:58","modified_gmt":"2025-08-28T04:57:58","slug":"brings-farm-to-cup-stories-to-geelong","status":"publish","type":"post","link":"https:\/\/timesnewsgroup.com.au\/geelongtimes\/living\/brings-farm-to-cup-stories-to-geelong\/","title":{"rendered":"Coffee Cartel Roasters brings farm to cup stories to Geelong"},"content":{"rendered":"

Almost two decades ago, Nathan Johnston stepped off a plane in Ethiopia with no contacts and a head full of ideas. Today, Cartel Coffee Roasters stands as one of Geelong’s most respected specialty brands.<\/strong><\/p>\n

“Seventeen years ago, I had this idea that you could roast coffee, travel the world, and buy beans directly from the people growing them,” he says, recalling a trip to Ethiopia that would change everything.<\/p>\n

Back then, specialty coffee was rare in regional Victoria. Johnston landed in Addis Ababa with no contacts and barely a plan.<\/p>\n

“I ended up at a jazz festival at the American Embassy. Met a guy there, his wife too. Next day they took me out to a farm \u2013 thought I was buying containers when I was really after a couple of bags.”<\/p>\n

From that awkward encounter came something enduring: relationships. Over time, those few bags turned into long-term partnerships with growers across Ethiopia, Uganda, Colombia and beyond.<\/p>\n

“I love seeing people thrive,” he says.<\/p>\n

“The coffee you support can make a huge impact on a farmer’s life.”<\/p>\n

Johnston’s model \u2013 direct sourcing with transparency \u2013 has shaped Cartel into one of Geelong’s most respected specialty coffee<\/a> roasters. With a Melbourne cellar-door caf\u00e9 and a training hub in Breakwater, the brand is as much about education as it is espresso. Barista training, roasting workshops, latte-art courses \u2013 they’re all part of the broader mission to raise standards and deepen appreciation.<\/p>\n

\"\"
Cartel Coffee Roasters is one of Geelong\u2019s most respected specialty brands. Photo: COFFEE CARTEL ROASTERS\/FACEBOOK<\/figcaption><\/figure>\n

 <\/p>\n

“We teach people what washed, honey and natural processes mean,” Johnston explains.<\/p>\n

“It’s not just flavour \u2013 it’s how the cherry’s handled, the labour behind it, the climate, the logistics.”<\/p>\n

Cartel’s commitment to innovation is equally evident in their approach to brewing. At their Melbourne outpost, they’ve trialled experimental equipment like the Bkon Craft Brewer to draw out unique flavour notes. But Johnston is wary of buzzwords.<\/p>\n

“Everyone’s got nice coffee now. So what’s our edge? It’s the people we work with, the farms we believe in, and telling that story.”<\/p>\n

Despite the passion, Johnston doesn’t shy away from the industry’s harsher realities. Rising green bean costs and economic pressures are reshaping the future of coffee.<\/p>\n

Still, there’s joy. For Johnston, it’s the moment his feet hit the soil of a coffee farm.<\/p>\n

“You pick a cherry, eat it, feel the sweetness. Then you see it dried, bagged, roasted back in Geelong. That’s cool. That’s what keeps me in it.”<\/p>\n

His enthusiasm carries over to tea too, thanks in part to his mother, Sharyn Johnston, a respected tea master.<\/p>\n

“She’s built this global tea network. I’m proud of her. We even host tea cuppings now \u2013 there’s a lot to learn there too.”<\/p>\n

As for the state of hospitality, Johnston remains cautious.<\/p>\n

“We’re getting better, but it’s hard,” he says.<\/p>\n

Yet Cartel remains a fixture. Their corner caf\u00e9 on Little Malop and James Street continues to pour with consistency. The Breakwater HQ still hums with roasting machines and conversation. And Johnston still believes in what he’s doing.<\/p>\n

“Coffee’s my passion. But really, it’s about people,” he says.<\/p>\n

Listen to the full conversation with Nathan Johnston on The Local Palate podcast, available on all major platforms.<\/p>\n","protected":false},"excerpt":{"rendered":"

Almost two decades ago, Nathan Johnston stepped off a plane in Ethiopia with no contacts and a head full of ideas. Today, Cartel Coffee Roasters stands as one of Geelong’s most respected specialty brands. “Seventeen years ago, I had this idea that you could roast coffee, travel the world, and buy beans directly from the […]<\/p>\n

Read More…<\/a><\/p>\n","protected":false},"author":156,"featured_media":119752,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[18],"tags":[],"post_folder":[],"class_list":["post-119636","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-living"],"acf":[],"yoast_head":"\nCoffee Cartel Roasters brings farm to cup stories to Geelong - Geelong Times<\/title>\n<meta name=\"description\" content=\"Cartel Coffee Roasters brings farm-to-cup stories to Geelong, led by Nathan Johnston\u2019s passion for people, flavour, and global connection.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/timesnewsgroup.com.au\/geelongtimes\/living\/brings-farm-to-cup-stories-to-geelong\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Coffee Cartel Roasters brings farm to cup stories to Geelong - 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