Compass Coffee Co.

Company

• Business name: Compass Coffee Co.
• Legal name: unknown
• Business category: Specialty coffee roaster & café — dedicated hand-whisk matcha operation (175°F water station)
• Website: https://www.compasscoffeeco.com/
• Instagram: @compasscoffeeco
• Email: hello@compasscoffeeco.com
• Number of locations: 1 (second location in development, expected larger footprint than current)
• Account owner: Kai

Locations

Location 1

• Location name: Compass Coffee Co. — Montclair
• Address: 61 N Fullerton Ave, Montclair, NJ 07042, United States
• Opening date: 2019-09 (pre-COVID; reopened outdoor tent Apr 2020; expanded next door 2021; combined both spaces Aug 2025)
• Shipping address: unknown
• Status: active

Location 2

• Location name: unknown — second location in the works, said to be bigger than current
• Address: unknown
• Google Maps URL: unknown
• Opening date: unknown
• Shipping address: unknown
• Status: planned

Contacts

Contact 1

• Name: Priya
• Role: unknown
• Email: unknown
• Phone: unknown
• Preferred channel: email
• Decision role: drives flavor/product picks; budget authority not yet confirmed
• Primary voice and lead product decision maker during the 2026-05-22 tasting.
• Reachable via the company inbox at hello@compasscoffeeco.com.

Contact 2

• Name: Nadia
• Role: unknown
• Email: unknown
• Phone: unknown
• Preferred channel: unknown
• Decision role: unknown
• Attended the 2026-05-22 tasting session.

Contact 3

• Name: Devon
• Role: unknown
• Email: unknown
• Phone: unknown
• Preferred channel: unknown
• Decision role: unknown
• Attended the 2026-05-22 tasting session.

Commercial Information

• Current matcha supplier: Organic matcha purchased at Costco (Sencha Natural brand), $35/lb ($77/kg)
• Estimated monthly usage: 25–40 lbs/month (~11–18 kg/month); expected to roughly double once second location opens
• Payment terms: unknown
• DUNS number: unknown
• Notes: Price history — pre-shortage $50/lb → $75/lb → currently $35/lb organic, switched to current supplier for consistency, not price. Comfortable ceiling for a premium tier is $70/lb ($154/kg); target base price around $143/kg. Coffee importer reference: a well-known coffee importer (also their original matcha source pre-shortage).

Data Quality

• Last verified: 2026-05-22
• Verified by: Kai (in-person tasting session notes)
• Open profile questions: confirm Priya/Nadia/Devon's formal roles and direct contact info; confirm legal name and DUNS number; confirm second-location address and opening timeline; confirm the roaster's name (see the blocker banner for status)

Current Situation

Compass Coffee Co. is a specialty coffee roastery and café in Montclair, NJ, already running a dedicated hand-whisk matcha program (175°F water station) alongside its coffee business. A tasting session on 2026-05-22 with Priya, Nadia, and Devon worked through 7 SKUs (5 matcha, 2 hojicha) and converged on a two-SKU strategy: No. 3 Kyoto M Moga as a new base latte SKU and No. 2 Kyoto U (Okumidori) as a premium rotation SKU for a matcha Americano/shot menu item. Their current supplier is $35/lb (~$77/kg) organic matcha bought through Costco, chosen for consistency after being burned by inconsistent ceremonial-grade availability pre-shortage. The stated buying driver is explicitly consistency and tier diversification, not lowest price, and the owner family's 150-year Colombian coffee-farming background creates a strong farmer-direct sourcing story fit. See the blocker noted below for what is still pending on their side.

Key People

• Priya — role unknown — primary voice / lead product decision-maker at the tasting
• Nadia — role unknown — tasting attendee
• Devon — role unknown — tasting attendee
• Roaster (name unknown) — not present at tasting — pending palate sign-off, likely influences final SKU choice

Customer Needs

• Primary use case: Espresso-bar matcha lattes, matcha sodas, matcha Americano/shot, seasonal specials
• Expected volume: 11–18 kg/month now (25–40 lbs), expected to roughly double to 22–36 kg/month with the second location; ~20 existing wholesale clients (currently coffee + loose-leaf tea only) are a possible additional channel
• Flavor preference: bright, vibrant green color, bright forward scent; explicitly NOT grassy/earthy/bitter — customers need an "earthy not sweet" preface since they're used to Starbucks-style sweetened matcha
• Color preference: bright vibrant green, holds color well over ice
• Target price: comfortable ceiling $70/lb ($154/kg) for the premium tier; base SKU target ~$143/kg (a step up from their current $77/kg organic)
• Lead-time requirement: comfortable with 2 weeks production + 2–3 days air freight; can stock a 2–3 month supply at 20kg MOQ
• Packaging preference: standup pouch over tin (JP tin co-packers overbooked and JP tins are now sourced from China anyway); no branding restriction needed on wholesale resale

Commercial Assessment

• Current stage: process — tasting is complete and pricing/MOQ/lead-time were discussed in depth; roaster sign-off is the remaining gate before an order
• Interest level: high
• Urgency: medium — soft deadline, since 2026 harvest pricing is expected to rise starting June+
• Primary blocker: see the blocker banner above
• Buying readiness: warm — clear product fit, explicit buying driver (consistency + tier diversification), and MOQ (20kg) already confirmed comfortable
• Opportunity potential: ~$24,000–$30,000/yr at current volume on the two-SKU mix, potentially $60,000+/yr if the second location and wholesale-to-their-20-clients channel materialize within 12 months
• Main risk: the 2026 harvest price increase (June+) could compress margin or require re-quoting before the order closes

Product Fit

• Preferred SKU: not yet finalized by customer
• Recommended SKU: No. 3 Kyoto M Moga (base latte, ~$143/kg) + No. 2 Kyoto U / Okumidori (premium rotation / matcha Americano)
• Reason for recommendation: No. 3 was the top pick across the table for latte application (best mouthfeel, tested well with oat milk); No. 2 tested exceptionally as a milk-free iced Americano ("beautiful... very refreshing... incredible") and directly fills their stated unmet need for a rotating premium/"true matcha experience" SKU
• Alternatives: No. 5 Kyoto 2nd Harvest T2 (also well received for lattes — smooth, sweet — could be a fallback base SKU); No. 8 Saga Matcha (smooth/gentle, but flagged as not reading as "matcha" — a menu-positioning risk); No. 11 Hojicha Medium Roast (positive reception with milk — potential future menu expansion beyond matcha)

Open Questions

• Will resolving the current blocker change the No. 3 / No. 2 SKU picks?
• What does the 2026 harvest pricing revision (expected June+) do to the ~$143/kg base-SKU target?
• Can Compass Coffee Co.'s own wholesale clients (~20 accounts, currently coffee + loose-leaf tea only) become a secondary matcha volume channel?
• Second-location address and opening timeline are still unknown — affects volume ramp timing

Current Recommendation

Send generous samples of No. 2, No. 3, and No. 5 specifically so the roaster can blind-taste before final SKU lock-in (No. 8 and the sample noted as "No. 10" in the source notes are already left on-site). Structure the eventual quote as a two-SKU program — No. 3 as base, No. 2 as premium rotation — around the ~$143/kg base price point, and lead with the farmer-direct sourcing story: the owner family's 150-year Colombian coffee-farming background is a relationship hook they've already shown they respond to.

Evidence Used

• Timeline event: 2026-05-22 tasting session

Active Actions

action-001

• Action: Send follow-up email with tasting recap, cc Nomi for logistics/contract handling
• Type: follow_up
• Reason: Communication channel confirmed as email primary; Nomi needs visibility for logistics/contract handling
• Trigger: Tasting session held 2026-05-22
• Owner: Kai
• Priority: high
• Status: ready
• Due date: not specified
• Approval required: no
• Agent permission: draft_only
• Required inputs: none
• Completion condition: follow-up email sent with Nomi cc'd
• Created from: timeline/2026-05-22-tasting-session.md

action-002

• Action: Ship samples of No. 2, No. 3, and No. 5 so the roaster can blind-taste before SKU lock-in
• Type: sample
• Reason: Roaster was not present at the tasting; palate input still pending before final SKU decision
• Trigger: Tasting session held 2026-05-22
• Owner: Nomi
• Priority: high
• Status: in_progress
• Due date: not specified
• Approval required: no
• Agent permission: execute_with_approval
• Required inputs: shipping address confirmation for sample parcel
• Completion condition: samples of No. 2, No. 3, and No. 5 confirmed delivered
• Created from: timeline/2026-05-22-tasting-session.md
• Note: source notes list intended on-site samples as No. 2, 3, 5, 8 and confirm "No. 8 + No. 10" as already left — No. 10 doesn't otherwise appear in the tasting notes, discrepancy preserved as given rather than resolved.

Waiting on Customer

waiting-001

• Item needed: Roaster's blind-taste feedback on No. 3 (latte) and No. 2 (matcha Americano/shot) in their own recipes
• Requested on: 2026-05-22
• Follow-up date: not specified
• Related action: action-002

Scheduled Follow-ups

followup-001

• Trigger date: June 2026 (when 2026 harvest pricing finalizes)
• Condition: 2026 harvest pricing finalized (Kyoto/Kagoshima input costs expected to roughly double YoY again)
• Action: Update Compass Coffee Co. with finalized 2026 pricing before quoting the two-SKU program
• Owner: Kai

Completed Actions

completed-001

• Action: Leave on-site samples (No. 8 Saga Matcha and the sample noted as "No. 10" in source notes)
• Type: sample
• Priority: medium
• Status: completed
• Owner: Nomi
• Result: Left on-site 2026-05-22 during the tasting session; samples of No. 2, No. 3, and No. 5 still pending shipment for the roaster's blind-taste.

Summary

In-person tasting and discovery meeting at Compass Coffee Co.'s Montclair location with Priya, Nadia, and Devon. Worked through 5 matcha SKUs and 2 hojicha SKUs against their existing recipe standard (4g matcha per 2oz water at 175°F), converging on No. 3 (Kyoto M Moga) as the top latte candidate and No. 2 (Kyoto U / Okumidori) as a premium matcha-Americano candidate. Also covered their business context (roasting operation, 2nd location in development, ~20 wholesale clients), pricing history, and commercial terms (MOQ, lead time, shipping cost, packaging). Their own roaster was not present and still needs to weigh in before a final SKU decision.

Extracted Facts

• Fact: Current monthly matcha volume
  • Value: 25–40 lbs/month (~11–18 kg/month)
  • Scope: opportunity
  • Status: confirmed
  • Source: meeting memo
• Fact: Second location in development
  • Value: Bigger footprint than current location; expected to roughly double matcha volume
  • Scope: company
  • Status: confirmed
  • Source: meeting memo
• Fact: Existing wholesale channel
  • Value: ~20 wholesale clients currently (coffee + loose-leaf tea, no matcha yet)
  • Scope: opportunity
  • Status: confirmed
  • Source: meeting memo
• Fact: Standard recipe
  • Value: 4g matcha per ~60ml (2oz) water at 175°F, chosen so matcha isn't overpowered by sweet components
  • Scope: product
  • Status: confirmed
  • Source: meeting memo
• Fact: Flavor requirement
  • Value: Bright, vibrant green color; bright forward scent; must avoid grassy/earthy/bitter notes
  • Scope: product
  • Status: confirmed
  • Source: meeting memo
• Fact: Current supplier
  • Value: Organic matcha purchased at Costco (Sencha Natural brand), $35/lb ($77/kg)
  • Scope: company
  • Status: confirmed
  • Source: meeting memo
• Fact: Price history
  • Value: Pre-shortage $50/lb → $75/lb → currently $35/lb organic; switched suppliers for consistency, not price
  • Scope: company
  • Status: confirmed
  • Source: meeting memo
• Fact: Comfortable premium-tier price ceiling
  • Value: $70/lb ($154/kg); target base price around $143/kg; above that is out of range
  • Scope: opportunity
  • Status: confirmed
  • Source: meeting memo
• Fact: MOQ confirmed comfortable
  • Value: 20kg per order; can stock a 2–3 month supply
  • Scope: order
  • Status: confirmed
  • Source: meeting memo
• Fact: Lead time
  • Value: 2 weeks production + 2–3 days air freight (FedEx) from Japan
  • Scope: order
  • Status: confirmed
  • Source: meeting memo
• Fact: Shipping cost
  • Value: $16/kg FedEx East Coast, ~$160 per 10kg carton
  • Scope: order
  • Status: confirmed
  • Source: meeting memo
• Fact: Packaging preference
  • Value: Standup pouch preferred over tin (JP tin co-packers overbooked; JP tins now sourced from China anyway); no branding restriction on wholesale resale
  • Scope: product
  • Status: confirmed
  • Source: meeting memo
• Fact: Shelf life
  • Value: 1 year sealed, stored away from heat/light; no meaningful difference between tin/aluminum/plastic if sealed
  • Scope: product
  • Status: confirmed
  • Source: meeting memo
• Fact: Owner family background
  • Value: Grows commodity coffee in Colombia, 150-year family operation; uncle currently runs the farm
  • Scope: company
  • Status: confirmed
  • Source: meeting memo
• Fact: Roaster not present
  • Value: Palate input still pending before final SKU lock-in
  • Scope: contact
  • Status: confirmed
  • Source: meeting memo
• Fact: 2026 harvest pricing outlook
  • Value: Prices likely to rise starting June+ as Kyoto/Kagoshima input costs roughly double YoY again
  • Scope: opportunity
  • Status: estimate
  • Source: meeting memo (supplier-side pricing outlook)

Customer Commitments

• Compass Coffee Co. will test No. 3 (latte) and No. 2 (matcha Americano/shot) in their own recipes with their roaster present.

Our Commitments

• Leave samples of No. 2, No. 3, No. 5, and No. 8 on-site (No. 8 and the sample noted as "No. 10" confirmed left).
• Send a follow-up email with Nomi cc'd for logistics/contract handling.
• Update Compass Coffee Co. once 2026 harvest pricing finalizes (June+).

Questions Raised

• Does labeling No. 8 as "matcha" undercut menu positioning, given the tasters felt "we don't describe this as a matcha"?
• Will the roaster's palate input change the No. 3 / No. 2 SKU picks?

Products Discussed

No. 8 — Saga Matcha Green Tea (Saga, 1st harvest, kabusecha blend)

• Use case: general tasting, served first
• Feedback: "I don't think I ever tried matcha like this... very interesting" — smooth, gentle, sweet profile; "the texture was fantastic in number eight." Concern raised that the group wouldn't describe it as a matcha — a menu-labeling/positioning risk.

No. 5 — Kyoto 2nd Harvest T2

• Use case: latte (iced, whole milk)
• Feedback: "I really like this one." Selected as one of two latte finalists; color held well iced with whole milk ("color looks great").

No. 3 — Kyoto M Moga (Kyoto, 1st harvest, Moga tencha)

• Use case: latte (tested with oat milk)
• Feedback: "Three has a very nice mouth feel"; "I really like this one." Top pick across the table for latte application; oat-milk version rated "very milky" but positive overall.

No. 4 — Kyoto 1st+2nd Harvest Blend

• Use case: latte, tasted alongside No. 3 for comparison
• Feedback: "Four has a little bit of graininess" — No. 3 preferred over No. 4.

No. 2 — Kyoto U (Kyoto, 1st harvest, Okumidori)

• Use case: iced matcha Americano (water only, no milk)
• Feedback: "Very rich in umami"; "velvet"; lingering finish vs. No. 3's quick flush. As an Americano: "That's beautiful... very refreshing... incredible." Selected as the candidate for a matcha Americano / matcha shot menu item — "two for the special."

Hojicha Dark Roast

• Use case: general tasting — first-ever hojicha for Priya and Nadia
• Feedback: "It's more aromatic than it is by taste. The aroma is very, very potent, but the taste is very mild and warm. A warming drink." Astringency noted on the finish (3rd/4th harvest base); compared to toasted sesame.

No. 11 — Hojicha Medium Roast

• Use case: general tasting, with milk
• Feedback: "More gentle, soft" compared to the dark roast; positive reception, smell praised.

Original Evidence

• Source channel: in_person
• Source reference: Meeting memo — Compass Coffee Co. (Priya, Nadia, Devon), 148 Bellevue Ave, Montclair, NJ 07043
• Relevant excerpt or transcript timestamp: "That's beautiful... very refreshing... incredible" (No. 2, iced Americano); "I really like this one" / "very nice mouth feel" (No. 3, latte).