Our Approach & Vision
We never wrote a manifesto or a mission statement, but if we did it would be something like this: Invent great coffee products so that more people can enjoy better coffee.
We may add to this manifesto that we want our products to surprise and delight people. That we highly value craftsmanship, people, quality and of course sustainability. And we wish for our products to be delicious and nutritious. We would love for Minor Figures to help end war, or poverty, or green the economy, so that nothing we do does harm to our planet and the people we love. Maybe that’s what we do next...
Often we hear, "what is your industry? What is your category? Are you a drinks company?"
As food and drink consumers demand higher quality through simple natural ingredients, fewer additives, no preservatives, provenance and authenticity - there is an increasing overlap between the customer's and the barista's needs.
From the very beginning, we approached the business in a different way - we focused on products that did not compromise flavour, quality, or innovation. We would aim our products at both consumers and professionals - blurring the lines dividing the two. As a result, Minor Figures products are equally at home in the aisles of a major retailer, and behind the bar at the best coffee shops around the world.
The only constant is that all our products are 100% plant based with no added sugar.