Our classic coffee began on Broadway Market, named after a local legend—Stephen Selby, affectionately known as “the Baron.” He was part of the community that shaped our early days, and the coffee was first roasted as a nod to that spirit: relationships, familiarity, and something you return to every day.
In 2026, that sentiment still stands. Building long-term relationships, bringing people together through exceptional coffee, and working within a system that aims to be better for everyone in it remains at the core of what we do. This coffee has always been the clearest expression of that thinking.
The reality of coffee today has required us to think a little differently. The 2025 growing season in Brazil was challenging, with prolonged dry conditions affecting harvest volumes across key partners like Daterra. It’s a reminder that coffee is an agricultural product first—shaped by climate, seasonality, and care at origin. As availability tightened, it became clear we needed to broaden how we source, while staying true to the quality and consistency you expect.
That’s where Bruno’s Pick comes in. The Baron profile hasn’t changed. What’s evolved is how we get there: working more closely with trusted partners on the ground to build a supply that’s both resilient and rooted in long-term relationships.
At the centre of this is Bruno de Souza (whose coffees we have sourced from Fazenda Esperanza over the years)—a long-time partner and friend since we first met at World of Coffee in Dublin in 2016. Alongside Daterra, Bruno has helped shape how we think about Brazilian coffee. As one of the key figures in the country’s specialty scene, he brings deep expertise, trust, and an uncompromising approach to quality. Fundamentally, he gives a sh*t—and that matters.
Bruno’s Pick is the next step in that relationship. A more collaborative, traceable, and resilient way of sourcing the coffees behind our house style. Working as our QC partner and exporter, Bruno curates coffees from producers he knows and trusts across Minas Gerais, aligning them with the profile we’ve built over years.
The brief stays the same: chocolate, nuts, clean sweetness, smooth and dependable. Built for espresso, perfect with milk, just as good black. There may be subtle shifts in tone, but the quality remains high—and in the cup, it’s exactly what you want it to be.
This is coffee shaped by relationships. Not one farm, but a network of people doing things properly.
Same cup. Better system. Easy to drink and easy to believe in.
Fresh for 2026, The Baron Bruno 's Pick features coffee from Fazenda Inhame in Campos Altos, Minas Gerais.
This is coffee shaped by place. Grown in high altitude between 1,050–1,200 metres in the transition between the Atlantic Forest and Cerrado, the region’s hot days and cool nights slow down maturation, building sweetness and complexity in the cup. The farm’s red, mineral-rich soils and well-defined seasons do the rest - creating the conditions for consistently high-quality coffee. In the south of the land, there is a river that crosses the farm called Inhame. Water is considered the most valuable asset on the planet, so the founder chose this name in recognition of its importance. This farm is not fundamentally different from a lot of farms in the region, but it benefits from ideal regional conditions and stands out for its high altitude.
But what makes this coffee special isn’t just geography - it’s people. Fazenda Inhame has been in the same family since 1910, now led by Marco Aurélio Fiorita Franco and works in partnership with his son Bruno who is an agronomist. Five generations in, coffee isn’t just a crop, it’s a way of life rooted in care for the land and responsibility to the people around them. Visiting this area you can see how connected people are to their land and to coffee, and it is a wonderful experience. Asking what they are most proud of - Marco and Bruno are proud to be part of something that is central to everyday life globally.
That care shows up everywhere. The farm uses organic fertilisation from coffee pulp and cattle manure, reduces herbicide use through mechanical weeding, and protects water sources and native vegetation. Workers are fully supported under Brazilian labour laws, with housing, food provisions, and long-term job security - some people have been on the farm for over a decade. Beyond the farm, milk is donated daily to a local elderly home, and renewable energy powers operations through an on-site solar plant and ongoing planting for native tree species for conservation. Although, it’s not about ticking boxes.
