What do coffee, community, and the coast have in common?

They're the three "Cs" that inspired the launch of specialty coffee roaster, Will & Co in 2013.

Established by longtime friends and locals, the brand's story is one of community connection—from bringing their first blend, "808" to cafes such as Porch & Parlour and forging ties with local artists, to launching a pop up on Hall Street, and later, opening their bricks-and-mortar HQ on the corner of Gould Street and Beach Road in 2019.

Director Josh Passaro, who joined the Will & Co journey in 2018, tells us Bondi very much remains at the heart and soul of the business today—and bringing the celebrated coastal lifestyle Will & Co encapsulates to the rest of the world is on the cards this year.

Read on as we chat with Josh about the brand's history, local partnerships, production process—which is underlined by a relentless commitment to quality—his secret to a perfect brew, and more.

Will & Co Director, Josh Passaro

Bondi has been central to the Will & Co story since day one, can you tell us a little bit about that, and what inspired the business?

Born in Bondi back in 2013, Will & Co was founded by three locals who were inspired to create a specialty coffee brand that brought together great coffee, the Australian coastal lifestyle, community and the culture that ties it all together.

There weren’t a lot of lifestyle coffee brands out there at the time—a lot were more urban, inner city—so there was a gap in the market for a more approachable, coastal lifestyle driven coffee business, and one that both casual and aficionado coffee drinkers could connect with.

Bondi has this unique blend of cafe culture, energy and entrepreneurial spirit, making it the perfect complement to Will & Co. The suburb shapes our approach to the brand experience, and reflects our mission to bridge the gap between people that work in coffee and those that simply love drinking it.

In what ways does our suburb continue to shape Will & Co's ethos and offering?

Bondi isn't just where we started out, it's very much the heart and soul of the business, and the people, the pace and the energy are at the centre of that.

"Collaborating with like-minded local artists, brands and businesses has always been a part of our ethos—there's been products with Bondi Wash, run clubs with Nimble Activewear, we've brewed beers with Pauly at Bondi Beer and the Curly Lewis crew, and created a coffee vodka with Adrian at Bondi Liquor Co."

Our brand and products are heavily influenced by the suburb’s coastal aesthetic. We designed our Bondi headquarters with our local surroundings in mind, and it’s a bright and airy space with a coastal feel, decked out with murals by local artists.

The espresso machines at our HQ were customised locally in crisp white and navy, featuring bespoke marbled panels designed by local artists to reflect the movement of the ocean swell. Our crockery is a collaboration with a local ceramicist Splendid Wren crockery, which features speckled clay that resembles sand and tonal blues for water. With its prominent wavy lines, our packaging has that coastal influence, too.

Let's delve into some of your local community partnerships. Why are they so important to the business?

We've supported quite a few local organisations over the years. There's Nippers at North Bondi—which we love because many of the kids end up becoming surf lifesavers and helping others, so there's a real 360 degree impact there, and we've partnered with free community swim groups, Bondi Penguins and Clovelly Crustaceans for many years now, along with the Makaveli Run Club. We also recycle our coffee husks with Transition Bondi.

It’s that simple sense of connection that makes Bondi so special, and we love being a part of it. We regularly host community events at our Bondi HQ—from art exhibitions and charity nights to hands-on crockery workshops—the space has even been transformed into a thrift shop to host a clothes swap in support of Pledge for the Planet.

"Our space isn't just a place to get a coffee, it's more of a hub for locals to hang out, and we're endlessly grateful for the support of the Bondi community."

Can you tell us a little bit about Will & Co's process—from sourcing to roasting, and everything in between?

Quality is at the heart of everything we do. We start by sourcing the best specialty grade beans from amazing producers around the world, who care deeply about their craft and sustainability—we want to know that everyone is being looked after along the way.

We cup all the coffee that goes into our blends before it hits our shores, and then once it arrives here, we cup it again to make sure it tastes the same as it originally did.

We roast all our single origins and decaf at our HQ in Bondi. We’re lucky to have a super passionate team, who spend all day sampling, roasting, cupping, brewing and tasting to ensure quality is maintained across the entire tree to cup process.

What's the secret to a perfect brew?

There are so many factors that go into the perfect brew. It’s the beautiful thing about coffee, but a challenge at the same time, and there’s no one size fits all, as there are so many variables.

"I'd say, though, always start with specialty grade coffee beans, always follow the roaster's brew guide, make sure your machine at home is cleaned regularly and back flushed after each use, and with a bit of passion you should be able to brew great coffee."

More than anything, making coffee is about enjoying the process, and we find the people having fun while doing it produce the best coffee.

… And what's your favourite style?

I love to mix it up. Generally, I’ll start with a long black in the morning, it might be a piccolo or batch mid-morning, and then a V60 filter coffee in the afternoon, but it changes daily—the coffee is free-flowing here so we’re spoilt for choice.

Whether it's a particular coffee bean variety or piece of brew gear, what are your current top picks, and why?

I went camping with the family a few weeks ago and re-discovered my love for the French press. There’s nothing new about it, but there’s something about brewing coffee outdoors and that slower ritual of easing into the day that makes you really appreciate it.

I’m lucky enough to try different coffees from various origins most days. We have an amazing coffee from Peru at the moment, and we’re just about to roast a signature coffee from Antigua, Guatemala, which is superb.

How do you spend an average day at Will & Co's Bondi HQ?

If I don’t have any offsite meetings, I’m lucky enough to walk to work—it’s a great way to start the day.

First thing I’ll do is check in with the cafe team and have a coffee, say hello to some amazing regulars, and then whatever comes next. No two days are the same really, which keeps it fun and interesting.

"Some days I might be cupping 10-15 coffees to decide which single origin we’ll release next, other days its roasting, hosting tastings, or developing marketing support plans for our cafe partners, and there’s a lot of calls between that—with customers, our team out on the road, and collaborators."

What are some of your favourite local haunts and/or activities?

There's no better way to start the day than with a swim at Bondi, and I'm a big fan of morning swim clubs Bondi Penguins and Bondi Salties, then having a coffee at Porch & Parlour after.

The Makaveli Run Club is also a great way to connect, and a coffee at Gertrude & Alice surrounded by all the books is so nice and peaceful.

On weekends I love watching the sunset at Ben Buckler and heading to Da Orazio for the best food and vibes. It’s my favourite Italian.

"Rocker is the perfect spot for a cocktail when the sun's out. I've had some of the best afternoons of my life there, having used to live only 200 metres away."

Will & Co marks its 12th birthday this year! What's coming up for the brand?

There’s a tonne of stuff in the works. We’ve got new artist collaborations happening towards the back end of the year, are working on a new blend, will be releasing new merch, and have some giveaways planned along the way to say thanks to all the local legends for their support.

We’re also focusing on overseas expansion, with the aim of bringing Bondi’s coastal lifestyle to the world.

Get your caffeine fix with Will & Co

Visit their Tasting Bar in Bondi – Level 1, Shop 7, 184 Campbell Parade, situated on the corner of Beach Road and Gould Street.

Not in Bondi? Find a partner cafe near you

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