Recently celebrating 35 years in business, Jasper Coffee began in 1989, when co-founders Merilyn Parker and the late Wells Trenfield set out to approach coffee with care, creativity and purpose. Their travels took them to remote coffee-growing regions, where they met with Indigenous groups and cooperatives for whom coffee shaped daily life, local economies and cultural identity. Building lasting relationships with growers has helped support communities, protect traditions and create more equitable futures. That sense of connection continues to guide the business today.
This ethos has shaped Jasper Coffee into one of Australia’s most recognised names in sustainable roasting. It was the first coffee roaster in the country to achieve B Corp certification, and has operated as Carbon Neutral for more than 15 years. Alongside its Organic and Fairtrade credentials, the shelves now feature 24 shade-grown coffees, 12 of which are both Fairtrade and Organic. Sustainability is part of every choice, making it easy for locals to enjoy their morning brew with a clear conscience.
Family has always been part of the story too. Jasper officially joined the business at the age of two, though his path took him overseas for more than a decade. After 11 years in London, he returned to Fitzroy and the family roastery, this time with his young son in tow. A new generation stepping into the aroma-rich world of beans and blends. The family ties don’t end there. Jasper Junior, the toyshop next door, has long been part of the business and remains another much-loved fixture of Fitzroy life.
The courtyard out the back is one of the best hidden spots in the neighbourhood to sit with a coffee. Ferns hang overhead, light filters through the glass canopy, and the brick walls hold the warmth of early spring. Inside, shelves are lined with a colourful array of chocolates, teas, global pantry finds and gorgeous woven baskets. Every corner speaks to care and character.
While the business has grown to include sites at Prahran Market, Chadstone and Highpoint, Fitzroy remains its spiritual home. Originally based on Smith Street, Jasper Coffee has been part of the neighbourhood for more than three decades, observing the suburb’s shifts and transformations. Through it all, creativity and energy have remained steady threads. These days, the beans are roasted on Hoddle Street in Collingwood, a quiet reminder that Jasper Coffee has never drifted far from home.
Inside, you’ll find one of the country’s largest selections of single-origin coffees and blends. Every roast is tasted daily, a ritual that keeps standards high and flavours consistent. From floral Ethiopian roast to robust South American styles, there’s something here for every palate. Projects like Café Femenino, which supports women growers, and the Yirgacheffe Kochore initiative in Ethiopia reflect the business’s commitment to building fair, transparent relationships with the communities behind the beans.
It’s this wonderful mix of artistry, ethics and community connection that makes Jasper Coffee such an enduring part of Fitzroy. With Merilyn and Jasper at the helm, and the next generation never far from the action, the roastery continues to work with purpose and care, grounded in the place where it all began.
☕️ You can read more about their journey and browse the blends at jaspercoffee.com.
📍Jasper Coffee: 267 Brunswick St, Fitzroy
🕑 Open Mon to Fri 9:30 AM to 5 PM, Sat + Sun 10 AM to 5 PM
Keen to explore more local stories? We’ve also recently shared stories from Galerie Fitzroy, Atelier Claire Taylor and Scout for Vintage, three creative spots adding colour and character to the neighbourhood.
