We love convenience. Who doesn’t? One click, next day, boom—new dog slippers. But when it comes to artisan coffee—especially decaf—the same rules don’t always apply. One of our lovely customers recently said, “The coffee is great but if you’re competing against Amazon I’m afraid the logistics need some considerable improvement.”
And we hear you. We really do.
But here’s the truth: we’re not Amazon. And we’re not trying to be.
Because if we were, you wouldn’t be getting the same coffee.
Why we can’t (and shouldn’t) race Amazon Amazon’s model is built around scale. Industrial, international, out-of-a-hundred-foot-robot-arm scale. Their system only works if you’re shifting hundreds or thousands of units a day. And that’s fine if you’re selling USB cables or shampoo.
But we roast in small batches. Three roasters. Zero robots. No air traffic control towers. Just real beans, real people, and fresh coffee that hasn’t been sitting on a warehouse shelf since last year’s Eurovision.
If we tried to go full Amazon, we’d have to stockpile roasted beans. That means they’d sit around. They’d get stale. We’d have waste. And you’d lose the very thing that makes our coffee worth drinking: freshness, character, and care.
The artisan paradox You can’t scale artisan, well you can, but we need massive investment… We can’t pump out 500kg of decaf a day unless we go industrial—and that’s not why we started I Love Decaf. But that is the end goal of course.
We created this business to prove that decaf can be delicious. That it deserves its own spotlight, not just a dusty corner on a giant retail platform. And that means doing things differently—carefully, consciously, and yes, sometimes a little more slowly.
Still pretty damn quick That said, we’re not slouches. Our team works hard to get your coffee out fast. We’re always refining, always improving, always looking for ways to speed up without cutting corners or compromising quality.
We know what Amazon offers. But we also know what they can’t: a human roasting your beans with actual love (and occasionally a moustache), not a barcode scanner and a forklift.
Why waiting a little is worth it Every bag of I Love Decaf is roasted fresh, packed by hand, and sent direct. Not stored for months. Not bulk roasted into mediocrity. Not made to survive the logistics labyrinth of multinational supply chains.
You get character. You get craft. You get coffee that was probably roasted while you were brushing your teeth yesterday. That’s worth waiting an extra day or two.
So no—we’re not Amazon. We’re something better: the reason you don’t have to drink stale, soulless coffee ever again.
And if you’re the kind of person who values that, we think you’re in the right place.
Order fresh, not fast: I Love Decaf