In Conversation With: Freda Yuan, Director of Coffee at Origin Coffee

For over twenty years, Origin Coffee has sat at the forefront of Europe’s speciality coffee movement — not as a trend-driven roastery, but as a standard-setter. Founded on a commitment to sourcing, supporting, and championing farmers through a sustainable, triple-bottom-line approach, Origin has built its reputation on integrity and relentless curiosity. Today, with a world-class coffee programme, seven cafés, and a team of Q Graders, roasters, educators, and coffee professionals, it remains one of the longest-standing speciality roasters in the UK.

Quality is the common denominator. From the moment cherries are picked through to the final pour, Origin’s philosophy is rooted in respect: for producers, for the land, and for the drinker. Their sourcing model prioritises longstanding relationships — many over a decade old — alongside regenerative practices and exploration of emerging terroirs and younger farmers. Every cup, they argue, is the result of hundreds of touchpoints: pickers, sorters, drivers, washers, dry millers, cuppers, roasters, trainers, baristas. The chain is long, and every link matters.

It’s within this ethos that Freda Yuan, Origin’s Director of Coffee, builds and shapes the brand’s sensory direction. For this instalment of In Conversation With, we sit down with Freda to talk black coffee, flavour, brewing at home, and why simplicity can be the purest expression of excellence.

TH: Black coffee can be intimidating for some people — what do you think makes it such a pure way to experience coffee?
FY: I think when you drink a better quality black coffee, it is almost as if you are drinking it in the way that nature intended it. There are obviously different permutations and different processes in the ways that coffee is made, but I think that the goal should be to be as true to the producers as possible. They are the people that have been working really hard to achieve this high quality. There are so many nuances to black coffee – sometimes you will smell layers of fruit and other times you taste tropical fruit. There are just so many layers there. If I were to use an analogy, it would be that you can drink wine with ice in it, but it dilutes and changes the taste. That is exactly the same when you add milk or sugar to black coffee. Drinking coffee black keeps it really pure and you with a well produced coffee, you will taste some of those incredible and complex notes, when it has been well brewed.

TH: How would you describe the taste journey of a really well-brewed black coffee? What should someone be paying attention to when they take that first sip?
FY: I think that the first thing someone that is drinking coffee for the first time should consider is whether they like it or not. The taste is so subjective. There is a sweetness to black coffee, even without sugar (which it doesn’t need). That sweetness comes from the roasting and caramelisation which creates a sweet taste sensation when you drink it. I think that your palate develops the more that you drink black coffee, especially specialty.

TH: Origin is known for its commitment to sourcing and roasting. Can you walk us through what makes your black coffee stand out — from bean to cup?
FY: For us at Origin the focus has always been on is buying from the producers, and ensuring that our relationships with producers are as good as they can be. We have worked with the majority of the producers that we do now, for years – more than ten years and it really is a relationship. I always joke that when you are out meeting new producers, it is like the dating game – you might go on an initial first date and you are trying to work out whether you like each other or not and whether you want to know more about the ways in which they work and what they do.

A real focus for us is regenerative practices which causes much less damage to soil through chemicals, as well as buying more coffee from smaller producers. In Central and South America, as well as in Africa, landowners will split their farms between children, which can be split again. Each separate farm will be creating a different product and it really helps to have an awareness of that, especially with younger producers.

TH: Brewing method makes a big difference. What’s your go-to way to brew black coffee at home, and why?
FY: For me, having a good grinder is the most important thing about brewing black coffee at home. At home I use an automatic grinder, but I really love the ceremony of grinding it myself. I think it is such a nice routine, to take your time and do it all yourself.

TH: What trends are you seeing right now in how people are enjoying coffee — are more customers starting to embrace black coffee?
FY: The trend for this year has definitely matcha. Aside from that, people love their signature drinks. By producing really high quality coffee and using it in signature drinks, we are finding that it is a great entry into black coffee. Signature drinks are a great way to get people into different kinds of coffee and to be more curious about the many different flavours of coffee – like marshmallow or pineapple for example.

TH: Finally, if you had to describe the Origin approach to coffee in one line — what would it be?
FY: Consciously and intentionally working to source the best coffee and to work with the best people possible.

Explore further at Origin Coffee.