Provenance /ˈprɒv(ə)nəns/ noun
a record of ownership of a work of art, used as a guide to authenticity or quality.
My previous entrepreneurial employers at the Saint John Group were massive coffee nerds with a roaster stationed near the School of Architecture in Launceston’s Invermay. They tasked me with coming up with a new specialty coffee brand which focused on premium single origin lots. Our focus soon became ‘relationship coffee’, whereby the coffee roasters would work directly with farmers in South America when sourcing the beans, and each new release would be named after that farmer. And so, as the name we picked suggests and as it says on the packaging, we commenced our mission of building partnerships with farming communities, making small batch coffee roasted in Tasmania. Taking a community-based approach, the packaging was developed to be a reusable keepsake, a cylinder designed to be topped up at the local harvest market of a weekend. The brand sought to educate consumers every step of the way, from where their coffee came from to how to make the best batch of coffee at home, injecting some humanity at the same time as presenting a high end product.
