Cascade Coffee is a new brand launched by Reuben Somerford. We asked him to tell us his story.
Are you crazy about coffee?
Absolutely! For me, it’s more than just a drink, it’s a daily ritual and a connection point for people. I’m constantly fascinated by how different origins have such unique flavour profiles, and how much care goes into the roasting process. Part of my drive with Cascade is helping others discover that depth and variety, and showing that great coffee doesn’t have to come from a big supermarket brand.
After finishing University and working my way through a series of accounting jobs, things just weren’t clicking. Work just felt like work, and I knew something had to change.
The one part of each day I consistently looked forward to was making my morning coffee at the office machine. I’d practice latte art, trying to make it better than the last, and on my days off I found myself wondering about all the processes that led to that daily cup.
One day, I decided to order myself some green (unroasted) coffee beans and experiment in the flat kitchen at roasting my own coffee. It was chaotic, smoke alarms went off, flatmates panicked, but it was fun, and I thought, maybe there’s something in this.
I put my dormant creativity to work, sketching out Cascade’s first packaging designs with a former colleague. After a supportive conversation with a close friend, I decided to go all in. Cascade Coffee Co. was incorporated in July 2024, the website followed soon after, and by February 2025 we launched our first product: the Brazil Peaberry.
There are so many players in this market, how does Cascade fit in?
Cascade focuses on being local, transparent, and personal. We specialise in single-origin coffee and locally roasted and encapsulated pods, which gives people a sustainable, high-quality alternative to mass-produced supermarket pods. Because I’m small and community-based, I can connect directly with customers at Grey Lynn Farmers market or through subscriptions, and tailor what I do to what people actually want. It’s a more personal experience compared to the larger players.
Do you deliver to homes or just to businesses?
Both! We deliver nationwide to households through our website, and we also supply to local businesses who want good coffee for their staff or customers. A big part of our growth has been through online orders, where people love the convenience of having specialty coffee shipped directly to their door.
What challenges have you faced?
Like many small businesses, balancing time and resources has been the biggest challenge. I’ve had to learn everything from building a website to packing orders to managing inventory. At the same time, competing in a crowded market against large, established brands has meant I’ve had to focus on telling my story, being adaptive, and staying true to my values. It’s been a learning curve, but a rewarding one.
Anything else you’d like to add?
Cascade started as a personal experiment but has quickly grown into something bigger. My focus now is on making specialty coffee simple and convenient, bringing café-quality beans, grinds, and pods directly into people’s homes. At the same time, Cascade is a reminder that sometimes the best ideas come from chasing curiosity and having the courage to take the leap.
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