Toby's Estate

partnership announced

Toby’s Estate and Cerebos Australia announce partnership. The deal will allow for Toby’s Estate to expand nationally and into Asia.

16 February 2009

Toby’s Estate and Cerebos Australia today announced a partnership that will support the expansion of the Toby’s business to new locations in Australia and Asia.

Announcing the partnership, Cerebos Chief Executive Officer for Australia and New Zealand, George Crocker said the company was very excited by its partnership with Toby’s Estate, which will mean more Australians will soon be able to experience Toby’s sustainably-sourced boutique coffee and tea offerings.

“We’re delighted about our newly formed partnership which is based on our shared vision for the potential of Toby’s Estate and a strong commitment to sustainable coffee sourcing,” George Crocker said today.

“Cerebos is a diversified food and coffee company with a number of independently-run fresh coffee companies and brands. These include Mocopan in Australia as well as Robert Harris, Caffe L’affare and Atomic Coffee in New Zealand,” George said.

“Cerebos is the largest purchaser of sustainably-sourced fresh coffee in Australasia and is a strong supporter of both Fair Trade and Rainforest Alliance. Toby’s Estate is extremely well respected in both the coffee business and among discerning coffee lovers, so we’re very excited about our future together,” he said.

Toby Smith, who founded Toby’s Estate in 1998 with a vision of bringing high quality sustainably-sourced coffee to Australian coffee drinkers, said he was very pleased to be partnering with Cerebos to build the business further in the future.

“Joining with Cerebos means we will have access to more resources and a national infrastructure so we will be able to introduce more Australian consumers to the unique taste and experience of Toby’s Estate coffee and tea. It will also give us access to the rapidly-growing Asian fresh coffee market,” Toby Smith said.

“Since I started Toby’s more than ten years ago, I have had a vision to source, roast and provide the best quality, most sustainable and best tasting coffee to Australian coffee drinkers. We have built a very loyal following in Sydney and more recently in Melbourne and now we can broaden our vision and introduce many more people to the unique Toby’s experience,” he said.

“What’s especially appealing about working with Cerebos is their great track record of partnering with innovative coffee companies and helping them grow to reach their full potential. Our agreement means I will continue to manage the business and all staff and management will remain while we work to identify new opportunities.”