“From Brews to Business: The Inspiring Journey of Northcote’s Coffee-making Duo”

Industry Beans: From Penny Farthing to the MCG

A Full-Circle Moment

Industry Beans, the Melbourne-based roastery and cafe, has achieved a full-circle moment in their partnership with the Melbourne Cricket Ground (MCG). Co-founders Trevor and Steve Simmons, who were once young kids accompanied by their father to watch sports at the MCG, now find themselves serving up coffee to the stadium’s crowds. This partnership not only represents a personal connection for the Simmons brothers but also highlights Industry Beans’ significant presence in Australia’s coffee scene.

Coffee at the MCG

The MCG currently serves approximately 20,000 cups of coffee per week and close to a million cups per year across its 35 outlets, which are only open on match days. This high demand means that Industry Beans has the task of hand-delivering a fresh batch of coffee each week while ensuring the quality and taste of every cup. According to Steve Simmons, two factors contribute to a great cup of coffee: the freshness of the coffee itself and the training and support provided to the baristas.

Proximity and Expertise

The proximity of the Industry Beans roastery to the MCG provides an advantage in terms of freshness. Being just two kilometers away allows them to roast the coffee beans in Melbourne and quickly deliver them to the stadium. Additionally, the close proximity makes it easier for the MCG to call on the roastery for any assistance required. Steve emphasizes the importance of barista training and support, acknowledging that the barista plays a significant role in the success of each cup of coffee served. Industry Beans treats their partnership with the MCG as if it were one of their own venues, despite its massive size and scale.

The Journey from Penny Farthing to Industry Beans

Before Industry Beans, Trevor and Steve Simmons opened Penny Farthing Espresso in Northcote in 2010. The aim was simple: to serve the best coffee on the street and create a welcoming atmosphere for their customers. The brothers pooled their respective backgrounds in specialty coffee and high-end hospitality to establish Penny Farthing. In the same year, they began producing their own coffee, which they labeled Industry Beans, at a roastery in Fitzroy North. The success of Penny Farthing led to the opening of the first Industry Beans venue in 2013. Over the past decade, Industry Beans has expanded to include multiple venues in Melbourne, Sydney, and Brisbane, each equipped with their own roastery.

A Game-Changing Move

Industry Beans is no stranger to game-changing moves. In 2020, they partnered with De’Longhi to launch The Espresso Club, a weekly subscription service that provides customers with a coffee machine, beans, and at-home support. This move allowed Industry Beans to extend its brand into the homes of coffee enthusiasts, further solidifying its reputation in the industry. Trevor Simmons emphasizes the importance of building a great brand step-by-step rather than rushing or overselling their capabilities. This approach has resonated with both their cafe partners and larger players like the MCG.

A Staggering Achievement

For Trevor and Steve Simmons, serving coffee at the MCG is a staggering achievement. As Melburnians, they not only appreciate the significance of the venue within the city but also have personal memories of the MCG’s sporting events. Trevor fondly remembers being at the MCG when Scott Boland took multiple wickets during the Ashes. To have their coffee served at the MCG a year later is a testament to their hard work and dedication.

In Partnership with Industry Beans

This article is produced in partnership with Industry Beans, highlighting their journey from Penny Farthing to becoming a prominent player in Australia’s coffee scene. With their focus on quality, training, and support, Industry Beans continues to make waves in the industry. The partnership with the MCG furthers their reputation and allows them to serve the masses at a venue that holds deep personal meaning for them.