Exhibiting at Melbourne International COFFEE EXPO (MICE) 2025

Launched as a digital storytelling platform, It’s Just Coffee! Podcast is a Melbourne-based media initiative that captures the vibrant voices and evolving narratives of the global coffee industry. Designed to spark conversations and share the journey behind every cup, the podcast focuses on diverse themes including specialty coffee production, ethical sourcing, roasting practices, barista culture, entrepreneurship, and innovations in the café economy.

Core Business and Mission

The primary business model of It’s Just Coffee! Podcast is content creation focused on the coffee ecosystem. Through authentic storytelling, long-form interviews, and behind-the-scenes features, the platform aims to demystify the world of coffee and foster deeper connections between consumers, professionals, and producers.

The mission is twofold:

1. Educate listeners on the depth, diversity, and global impact of the coffee industry.
2. Elevate unheard voices—farmers, roasters, and small business owners—from around the world.

Product Offerings

The podcast delivers several formats of value-rich content:

• Weekly Podcast Episodes: Available on YouTube, Spotify, and Apple Podcasts, covering:

  • Industry trends and challenges
  • Coffee brewing methods and equipment
  • Café culture from various geographies
  • Insights from roasters, café owners, and green coffee buyers

• Branded Merchandise:

  • Apparel and coffee accessories featuring unique designs tied to the podcast identity
  • Limited edition items launched in partnership with episode guests and roasters

• Community Engagement:

  • Live podcast recordings and panel discussions at events and trade shows
  • Audience-driven Q&A episodes
  • Collaborations with coffee brands, festivals, and local cafés

Target Audience

The podcast caters to a highly engaged niche audience, including:

• Specialty coffee consumers and home brewers
• Baristas and café entrepreneurs
• Roasters, importers, and green coffee buyers
• Sustainability advocates and ethical trade researchers
• Coffee culture enthusiasts and lifestyle media followers

Market Position and Strengths

Operating from Melbourne—one of the global epicenters of coffee culture—It’s Just Coffee! Podcast holds a strategic location advantage. The platform leverages this through direct access to some of the world’s most innovative café operators and specialty roasters.

Strengths Include:

• High-quality audio-visual production across episodes
• Industry credibility through featured guests from recognized coffee institutions and brands
• Organic growth on social platforms including Instagram and TikTok
• Strong brand engagement through relatable, community-focused content

Metrics and Impact

Although exact listener metrics are not publicly disclosed, indicators of growing influence include:

• Over 1,000+ YouTube views per episode for key interviews
• Steady rise in follower base on Instagram (~3,000+ followers as of 2024)
• High engagement on TikTok with multiple clips surpassing 10,000+ views
• Podcast playlist on YouTube with multiple featured guests from Australia, Colombia, and Ethiopia

Collaborations and Testimonials

The podcast has collaborated with both local and international coffee professionals. Guests include:

• Specialty roasters from Melbourne and Sydney
• Coffee producers from Central and South America
• Australian café owners sharing operational insights

Community feedback highlights the platform's role in shaping more conscious consumer behavior and encouraging dialogue about sustainability, diversity, and transparency in the industry.

Capabilities and Future Roadmap

As a media entity, It’s Just Coffee! Podcast is expanding its scope to include:

• Educational series on coffee certifications (Fairtrade, Rainforest Alliance)
• In-person event coverage at expos like MICE (Melbourne International Coffee Expo)
• Brand partnership content featuring product reviews and roasting sessions
• Training-focused episodes with sensory professionals and Q-graders

Compliance and Authenticity

All interviews are conducted with transparency, ensuring informed consent from guests. Ethical storytelling is core to the brand ethos, particularly when profiling marginalized voices or discussing sensitive topics like fair wages and climate change.

Recognition and Visibility

While not backed by a corporate studio, the podcast has achieved significant visibility due to its authentic tone, consistent publishing schedule, and guest credibility. It has been featured in coffee-related newsletters and community pages, driving organic traffic and word-of-mouth promotion.

The brand continues to evolve as a credible voice in coffee media—bridging passion, education, and meaningful connections, one episode at a time.