2024 Impact Report

Every year, we sit down and take stock of what we’ve done, what we’ve learnt, and where we’re going. It’s equal parts pride and accountability.

True sustainability means the whole supply chain thrives – from farmer to barista. This Impact Report is our way of being upfront, of publishing the numbers, and sharing the stories. It’s not about being the best. It’s about being better, and inviting others to do the same.

In the era of greenwashing, transparency is also a form of quiet, conscientious rebellion. But even more so, it’s a foundation for genuine, measurable impact.

ACKNOWLEDGEMENT OF COUNTRY

The Rumble team acknowledges the Traditional Owners of the land on which we operate, the Wurundjeri Woi-Wurrung and Bunurong Boon Wurrung peoples of the Eastern Kulin Nation, and pay our respects to Elders past, present and emerging. We're grateful to do what we love on this land.

MEET THE FAMILY

	MATT HAMPTON  Director / Green Buyer
	JOE MOLLOY Director / Business Development
	ALEX COLE QC / Roaster
	MATT LYNCH Warehouse Manager / Roaster
	MARLEE DALTON Accounts Manager
	ZAC McCRACKEN Dispatch Manager
	FINN STEWART Dispatch and Delivery
	ASH MILLA-CARPENTER Tech Support
	GEOFF SHUM Espresso Bar Manager
	NATSUKO Barista

OUR BUSINESSES

	RUMBLE COFFEE HQ (By appointment only) 8-10 Thompson St, Kensington, VIC, 3031 @rumblecoffee
	DOUBLE DUTCH BAKERY 61 Stubbs St, Kensington, VIC, 3031 @doubledutchbakery
	RUMBLE ESPRESSO BAR 348 Macaulay Rd, Kensington, VIC, 3031

GLOSSARY

Transparency is for everyone. Whether this is your first read or your fifth, here's a quick guide to terms you’ll see throughout.

C-MARKET OR “COMMODITY” PRICE

Global price of undifferentiated coffee. Set on the Intercontinental  Exchange (ICE). Often too low to support producers sustainably. In 2024 this went from $1.90 - $3.20 USD per pound.

FAIR TRADE PRICE

Fair Trade pays a premium above the C-market. It doesn’t directly incentivise higher quality. The floor price remains unchanged since 2023 despite the volatility of the last two years.

FARM GATE PRICE

The amount a farmer receives when the coffee leaves their farm. We try to work this as dried parchment not cherry.

RTO PRICE (FORMERLY FOB)

RTO = Return to Origin. This reflects the actual value received by those who got the coffee to port. Rumble includes both RTO and FOB as we transition.

TRANSPARENCY

For us, Transparency means:

1. Paying producers fairly

2. Publishing price data

3. Asking tough questions to better the industry
   

2024 AT A GLANCE

Year 1 as a Certified B Corporation

After 10 years of striving, we finally became a certified B Corp in 2024. So what’s it been like? This year, we’ve embraced the challenge of living up to the certification: measuring impact, refining systems, and planning how to level up in 2026.

$25,000 DONATED TO 1% FOR THE PLANET

We’re proud members of 1% for the Planet, donating 1% of total gross turnover to vetted NFPs. In our first three years, we’ve donated a total of $46,737 AUD. 1% is an incredible program that we’re super-proud to align with.

MAKING (GREEN) MOVES

 In 2024, we installed solar panels on our Kensington warehouse. Now? We’re producing roughly 80% of the total electricity we use!

What’s more, our ReGround partnership is still going strong:

• 299kg soft plastic diverted from landfill

• 60 trolleys worth of waste saved

• 41% turned into building film

• 59% turned into plastoil

We’ve also continued extending the life of our leftover coffee sacks and chaff by donating these to community compost groups and local gardens.

DOUBLE DUTCH GAINS CULT STATUS

Our gorgeous little bakery is thriving. Located just around the corner from the roastery, Double Dutch is about fresh bread, great sandwiches, and (of course) Rumble coffee.

With Luke and Jacob at the helm, the space has become a local favourite.

THE RUMBLE TEAM GROWS

We welcomed Marlee (Wholesale), Matt (Warehouse), and Ash (Partner Support) to the crew. Each one brings warmth, expertise and energy to the team. Can’t wait for you to meet them.

TRIPS TO ORIGIN

2024 saw us back on the ground (no pun intended) with our producing partners, including a special visit to Rwanda (see our special Producer Spotlight for more information). As always, we see this as the most important element of our work: nourishing our wonderful face-to-face relationships with farmers and making new connections in the process.

A WORD ON MURKY MESSAGING

“Specialty” is a word we hear a lot. But what does it really mean?

To many, it brings to mind perfectly poured lattes, expert baristas, and stories of traceable, high-quality beans. But the reality is, the term “specialty” can be incredibly murky, especially when there’s no transparency around how the coffee was purchased, or what the producers were paid.

There’s a worrying trend in the industry where coffee is marketed at specialty prices, while being purchased at commodity-level prices behind the scenes. When this happens, the word “specialty” becomes meaningless. More importantly, it becomes unethical.

Coffee labelled as 'premium' or 'ethical' without any price transparency raises many questions. Who benefits? And who’s left behind?

At Rumble, we believe specialty coffee should be defined by traceability, not just a score. All of our coffees can be traced back to a producer or, at minimum, a washing station. Regional blends alone aren’t good enough.

Of course, the only thing that truly stops greenwashing is meaningful action. That’s why we openly publish our data for all coffees (not just the hero single origins). Transparency in blends is crucial, because blends make up the majority of what most roasters sell. It’s also where poor ethics can be most easily hidden.

It’s easy to make specialty claims. It’s harder to back them up. That’s why, at Rumble, we don’t just talk the talk. We publish the numbers!

In the second half of 2024, green coffee prices surged. The media ran with it, predicting $10–12 cups and sparking a wave of “coffee is becoming a luxury” headlines.

But here’s the reality: the green coffee in your morning latte accounts for just 10–15% of its total cost. Even if roasters doubled their prices, it would only add around $1 to the cup. The real costs come from wages, rent, and ingredients like milk.

Right now, we believe the price of a small milky coffee should be $5.50 and heading towards $6. If high coffee prices, a weak Aussie dollar, and rising labour costs stick around, a $7 cup will be the norm by late 2026.

As always, you get what you pay for. There’ll be plenty of cheap, average coffee out there, just not from us.

We source top-tier coffee, pay producers fairly, and take care of our team. That means we’ll always sit at the upper end of the market — and we’re proud of that.

ORGANISATIONS WE SUPPORT

• World Coffee Research: Our annual membership of USD$1000

• Grounds for Health: Offering access to cervical cancer screening and treatment in coffee-growing communities

• Transparent Trade (Emory University): Celebrating six years of partnership

• Food Bank Australia: Our test roasts and leftover coffee go straight to Food Bank (last year, Food Bank supplied enough food for 92 million meals!)
  

PRODUCER SPOTLIGHT

Marie Bedabasingwa (Rwanda)

Born in 1955 and widowed during the Rwandan genocide, Marie was left to care for her five surviving children. She turned to coffee production and is now producing one of the most unique Rwandan single origins we’ve tasted. A favourite with Rumble customers, Marie’s coffees are a testament to her bravery, persistence and resilience in the face of untold trauma.

At Dukunde Kawa Cooperative, where Marie is a member, smallholder farmers can process their own lots, which is rare in Rwanda. Producers receive a fixed rate at harvest, plus a second payment later in the season. The coop provides agronomy training, school fee support, medical insurance, and more. 

Visiting Rwanda was a dream come true. The Land of a Thousand Hills is every bit as stunning as we imagined. We travelled with the team from Melbourne Coffee Merchants, who have been visiting and buying from their partners here for nearly 15 years.

The Rwandan people have endured incredible hardship – both historically and in recent times – and yet, everywhere we went, we were met with warmth, joy, and generosity.

Meeting the producers we’ve been buying coffee from wasn’t just a box-ticking exercise. It was life-changing. Of course, Marie was a standout. Visiting her home and hearing her story moved us to tears. Tasting Faustin’s coffee on the cupping table, then visiting him and his family on their farm just two days later, felt like a dream.

We’ll be back!

HOW WE BUY COFFEE

We define “direct trade” as direct negotiation with producers on price and volume.

Where that’s not possible, we work with trusted importers. Either way, we pay attention to detail, value, and ethics.

In 2025, we purchased coffee from nine countries.

UNDERSTANDING COFFEE PRICING

Coffee prices surged in late 2024 – a combination of climate factors and lingering production costs. This report is part of how we show what’s going on under the hood.

And don’t forget about those blends. Why? Because this is the part of a roaster’s range where cost-cutting often hides. At Rumble, we share pricing for everything: single origin or blend. 

It’s all about integrity!

OUR ORIGINS

5 STEPS TOWARDS TRANSPARENCY

Hooked on Transparency and keen to learn - or do - more? Here are 5 easy actions you can take today:

1. Learn more about our Impact Report and mission of Transparency.
2. Keen to enjoy Rumble’s great-tasing, feel-good coffee at home? Jump online and buy a bag, or visit one of the cafes we supply - you can find them on our website suppliers page.
3. Got an office with average coffee? Talk to your boss about changing it up. Grab yourself a delicious, ethical coffee that makes the team feel warm and fuzzy!
4. Wish your local cafe was making our coffee so you can feel even better about supporting local businesses? Let them know about Rumble and what we do.
5. If you own a cafe, get in touch with us about partnering. We focus our work in Melbourne but offer our great-tasting coffee and beautifully transparent services all over Australia!