Beginnings of Coffee Belt: A Journey Rooted in Tradition and Passion

At Coffee Belt, my story is deeply personal and rooted in tradition, family, and a love for coffee. It all started in the 1990s, with cherished memories of home and a profound connection to my roots in the Philippines.

A Father's Influence

Growing up, coffee was more than just a beverage in our household—it was a symbol of home and comfort. My father, an overseas Filipino worker, always started his day with fresh coffee brewed in a batch brewer. The rich aroma of Barako coffee would rouse me from sleep and linger through the late afternoon, creating an unmistakable scent of home whenever Papa was around. Mama and I would buy ground Barako coffee from the local general store, ensuring Papa always had his favorite brew.

Enjoying a coffee in a cafe

Developing a Taste for Coffee

These early experiences instilled in me a deep appreciation for coffee. My paternal family, who owned farms growing rice, corn, and occasional vegetables, also influenced my understanding of the challenges small farmers face. Watching them work tirelessly to put food on the table made me value the hard work and dedication behind every cup of coffee.

Discovering Australia's Coffee Culture

Years later, I found myself living in Australia, a country with a vibrant and diverse coffee culture. Local coffee shops, not big franchises, dotted every corner, each offering a unique coffee experience. While these coffees didn’t quite capture the exact taste of home, they still reminded me of those cherished memories.

Cupping session

The Catalyst: COVID-19

In 2020, when COVID-19 disrupted supply chains worldwide, I couldn't find Barako coffee anywhere in Australia or New Zealand. It was a surprising void in such a rich coffee landscape. My brother in the Philippines tried sending roasted Arabica from Benguet, but after three weeks and multiple attempts with different couriers, we faced numerous obstacles due to Australia's strict biosecurity measures.

Cupping setup

The Birth of Coffee Belt

In our combined frustration, my brother suggested I start a business importing Philippine coffee. The idea resonated deeply with me. I immersed myself in understanding the Australian coffee market and discovered the high demand for quality single origin coffees. Enrolling in roasting classes, I learned the art of cupping and developed a keen sense for tasting notes beyond "tastes like coffee."

Finding the Right Partners

Determined to support growers, I sought out suppliers in the Philippines who shared my values. I knew the Australian market would appreciate ethically sourced, high-quality coffee beans. After finding the right partner, I taught myself the intricacies of importing coffee cost-effectively.

Launching Coffee Belt

In December 2020, Coffee Belt was born. The name is a technical term referring to the region around the globe where coffee is grown and is a nod to the Philippines' capability to cultivate all four coffee varieties: Arabica, Robusta, Liberica (Barako coffee), and Excelsa. It also evokes the Ring of Fire, of which the Philippines is a part.

Growing Our Offerings

True to our source, I am now proudly carrying not just Arabicas from Benguet and Bukidnon, but also Fine Robusta and Liberica (Barako coffee). This expansion allows me to offer a broader range of the rich and diverse flavors that Philippine coffee has to offer.

Sitio Kisbong product

Today, Coffee Belt imports close to a ton of coffee, driven by my mission to make Philippine coffee accessible in Australia. I am proud to bring the unique flavors of my homeland to coffee lovers Down Under, supporting small farmers and sharing the rich heritage of Philippine coffee with the world.