We sit down for a cuppa with Emma Crawford, founding partner of Cupsmith, and find out when the idea for a hot drinks brand first started brewing…
Kettle’s on. Tell us, how did Cupsmith come about?
It started 10 years ago, when I was maternity leave. We’d moved from London to the countryside and I missed my favourite coffee shop and a proper cup of coffee. There was nothing that hit the mark nearby, so in desperation, me and my husband George learnt to roast our own! What followed was months of learning from mistakes and making tweaks until we got it right. That’s when we realised there was a gap for an easy-to-drink, brilliant-tasting coffee at home without all the baffling jargon.
You clearly love your coffee! Have things changed much over the past decade?
Oh yes, the hot drinks market has absolutely exploded. Fortunately, we’ve managed to keep pace – so much so, that we recently had to move to a larger factory as we’d outgrown our last one. We now have an extensive range of speciality coffees, teas and hot chocolates and we’re stocked in high-end retailers, such as Waitrose, Ocado and Selfridges.
What keeps you so passionate about the industry?
We’re just so proud of our brand. We will never compromise on taste as we believe that if we didn’t enjoy our drinks, why would we sell them. We’re particularly proud of the fact that we still make it all ourselves in small batches, overseeing everything from buying ingredients to roasting to packing and shipping.
And what is it that you’re most proud of?
I think it’s that we’re able to give people that ‘first sip bliss’ – you know, the moment when you pause, relax and go “ahhhhh” as that first sip touches your lips.
We know how busy people are and how they’re often bogged down by never-ending to-do lists, but we’re committed to slowing things down a little and giving our customers the opportunity to enjoy a few minutes to themselves with a truly exceptional cup of coffee, tea and hot chocolate. We’re also pretty chuffed with our eco credentials.
Oh yes?
Totally, we’re super passionate about our ethical and sustainability status. We only use speciality coffee beans to ensure that the supply chain remains transparent and that farmers are paid more than Fairtrade for their crops than regular coffee. We also only use single-origin Colombian chocolate, which is 100% slave-free and our teas are made with organic ingredients in a bid to protect biodiversity. All of our products are packaged in recyclable materials, while our hot chocolates and teas are 100% plastic-free, too.
So what’s next for Cupsmith?
We’ve been working on a new look and feel for the brand, which we’re really excited to share with our customers, so keep your eyes peeled. And, of course, we want to continue helping people to thoroughly enjoy that ‘first sip bliss’.
This sounds heavenly, Emma – can you share what your ideal ‘first sip bliss’ moment would be?
That’s easy, it would involve a cup of our Breakfast Coffee. I’m a morning lark rather than a night owl, so I love sitting at the kitchen table before anyone else in the house has stirred, listening to the countryside coming to life outside. Our Breakfast blend is bold yet smooth and really puts a spring in my step, meaning that I’m ready to tackle whatever the day has to throw at me.
Reader discount
See Cupsmith’s full range at cupsmith.com or follow on Instagram at: @cupsmith. Readers of The Simple Things can enjoy an exclusive 20% off any product. Simply enter SIMPLECUP at checkout. Offer only available at cupsmith.com. Valid until 31 Dec 2023.