The coffee roaster and wholesaler will fully integrate the new Sum>One Coffee Roasters brand into its B2B distribution network following a soft launch at the end of last year
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The Sum>One Coffee Roasters range is focused on showcasing direct-trade relationships | Photo credit: Farmer Bros
Texas-based Farmer Bros has taken a first step into the US wholesale specialty coffee market with the launch of a new brand, Sum>One Coffee Roasters.
In a press release, the US coffee roaster and wholesaler said the Sum>One Coffee Roasters range comprises eight unique coffee blends inspired by different coffee-growing regions with a focus on direct-trade relationships. The range includes blends named Open Mic, Group Chat and Whisper.
On a second quarter investor call in February 2025, Farmer Bros CEO John Moore noted a gravitation towards ‘more exotic and specialty style beverages and flavour profiles’ among US consumers, with younger customers increasingly interested in coffee sourcing transparency.
Farmer Bros soft launched Sum>One Coffee Roasters in December 2024 and is now focused on fully integrating into its B2B distribution network. The specialty coffee range will also be available for individual purchase through Farmer Bros’ e-commerce site later in 2025.
“We are incredibly excited to be entering the specialty coffee space with the launch of our Sum>One brand. We are pleased to now be able to truly meet our customers wherever they may be across the coffee spectrum with traditional, premium and specialty tiered coffee options,” Moore said.
Farmer Bros has added specialty coffee expertise to its management team over the last two years to support growth in the segment. Moore, who joined the company as Head of Coffee in July 2023 before being appointed CEO in February 2024, has previous senior management experience at New York-based Vassilaros Coffee, Volcafe Specialty Coffee and Dallis Coffee.
In February 2024, Farmer Bros appointed former Noble Tree Coffee Director Matthew Swenson as Vice President of Coffee Operations, responsible for green coffee procurement, research and development, coffee quality, roasting, manufacturing and sustainability initiatives.
Founded in 1912, Farmer Bros sells coffee, tea, spices and breakfast products through its direct-store-delivery (DSD) business. The wholesaler’s other coffee brands include Farmer Brothers, Boyd’s, Cain’s, China Mist and West Coast Coffee.
In January 2025, Farmer Bros helped office foodservice giant Eurest USA launch an 11-strong specialty coffee brand called Direct Coffee Roasters across its catering operations.