Ask the Roaster - Joel from New Ground

How was the Roastery founded, what was the inspiration?

NewGround started when a couple of mates basically just wanted to really enjoy every single cup of coffee. We wanted to source new and exceptional coffees, and help drive the growing coffee culture in Oxford and The UK, having taken inspiration from travelling in Australia, NZ and Scandinavia 10 years ago.

We also wanted to use the business to help tackle a social injustice. 

It's well known that prisoners are much more likely to reoffend after release if they are without training and jobs. So a business that creates opportunities has to help, right? We think so, and that’s what keeps us motivated every day. That and sourcing and roasting some of the world’s finest coffees.

What's your favourite part about working at the Roastery?

That feeling when you know you're showcasing new coffees well. Doing it justice for all the many hands that have worked so hard.

What's your proudest accomplishment?

The first job we were able to offer for an ex-offender has to be our proudest accomplishment. That and having a pop-up in Selfridges in 2020 which included a 5m tall yellow helter-skelter.

What three words best describe your Roastery?

Beautiful - Fresh - New.

What’s your favourite place to enjoy a coffee, and what coffee would that be?

I’m craving to have a coffee with friends (or just anyone tbh) at the moment, but I also love a natural Yirgacheffe in a huskee cup wandering the countryside – there’s something so peaceful about sipping a stunning coffee in nature. 

Finally, what Dog & Hat combination would you choose?

Dachshund in a fisherman’s hat.