How First Batch Was Founded
Ten years ago, First Batch started with a simple goal: to create exceptional, ethically sourced coffee that brought people together. What began as a small local roastery quickly became a staple in Noosa’s coffee scene – known not only for the quality in the cup but for a commitment to craftsmanship, sustainability, and community.
We weren’t chasing trends – just trying to roast honest, beautiful coffee that made mornings better.
Meet the Founder: Brent
Brent’s journey into coffee wasn’t a straight line. It started with curiosity, turned into obsession, and finally became a life’s work. With a background in hospitality and a passion for process, Brent founded First Batch with a belief that good coffee starts at origin – with relationships, respect, and care.
He’s hands-on, always tweaking, always learning – and still as excited about roasting as he was on day one.
What Inspires First Batch
We’re inspired by:
- The growers who produce incredible coffees in challenging conditions.
- The creativity of the local community who make our coffee their ritual.
- The endless possibilities of process, flavour, and innovation in roasting.
- The stories behind every cup – from crop to cup, and from our roastery to your hands.
It’s always been about connection, not just caffeine.
Q&A With Brent
Q: What is one thing most people wouldn’t know about the brand?
“How First Batch got its name. I came home from work in Brisbane all excited and told my wife I had roasted my first batch of coffee. We looked at each other and said that that's a great business name. So, I jumped straight on the ASIC website and it was registered. This was in 2010, 5 years before deciding to push the button and start my own roastery.”
Q: What has been the biggest success in your eyes, from the past 10 years?
“It’s the ongoing relationships with start ups cafes and restaurants just like us. Seeing their success and how they have grown into thriving businesses. 90% of our wholesale partners are first time business owners that have never owned a cafe or restaurant before, let alone make a coffee. So, to see them growing with us over the past 10 years is why I do what I do.”
Q: How has the Noosa community shaped First Batch over the years?
“Coming from Brisbane where the coffee space is quite crowded and competitive, it was refreshing to be welcomed with open arms by the Noosa community. In Noosa and the greater Sunshine Coast region there are so many small family run businesses I think there is a great understanding of the challenges that comes with this, and therefore more community engagement and support. This community focus has helped shape us into the business we are today that is focused on supporting and working closely with our cafe partners to grow their businesses.”
Q: What’s one lesson you’ve learned from being in business for a decade?
“Wow, big question and I can't give you one thing but here are a few. Firstly, know your numbers, especially with the economic challenges of the last 5 years. Secondly; understand your brand and protect it. Finally, stick to your lane - do what you do really well. Try not to be everything to everyone. This was and still is a tough one for me.”
Q: What’s something that still excites you every day about what you do?
“I have to say onboarding a new wholesale partner. From the initial proposal when I introduce them to the brand, then on to training their team of baristas, and finally getting their equipment installed and being there with them on opening day. It's an incredible feeling for me.”
Q: What are you most proud of when you walk into the roastery today?
“I have to say our people. We have an amazing team at First Batch Coffee Roasters, from our baristas in our roastery cafe to our warehouse and management team. Without them we wouldn't be here.”
Q: What’s next for First Batch?
“At the moment we are working hard to drive awareness to our wholesale partners through marketing and communications initiatives. It is pretty tough out there at the moment with the increased cost of doing business over the past 12months or so, and it would be great to see us all come out the other end stronger.”
A Decade In - And Just Getting Started
Ten years in, and our purpose hasn’t changed: roast with care, support our community, and honour the craft from crop to cup. Whether you’ve been with us since the early days or just discovered First Batch, we’re so grateful to have you as part of the journey.
Here’s to the next chapter, full of bold brews, new ideas, and shared moments over coffee.
Thanks for being here.
— The First Batch Team