Our Story

With Love from Sedona

At FreeForm Coffee Roasters, we’re more than just a coffee company—we’re a celebration of exceptional coffee, environmental stewardship, and community. Nestled in the stunning landscapes of Sedona, Arizona, we’ve spent over two decades cultivating a love for coffee that began on humble college coffee carts.

In 2020, we built FreeForm Coffee Roasters to share that passion with the world. Through every cup we hope to honor the people and land producing world-class coffees and the spectacular Northern Arizona environment we call home.

Sourced and Roasted with Care

At FreeForm, our passion for coffee extends to every detail of our process. We roast all of our coffees in small batches on an American-made San Franciscan SF-25 roaster, located in the historic Brewer Road district of Sedona, Arizona. A meticulous approach to data logging and sensory evaluation ensures consistency in every batch. This attention to detail allows us to unlock each coffee’s unique flavors and deliver a consistently exceptional experience.

Our commitment to sustainability is perhaps most evident in our sourcing. We carefully select coffees that meet strict criteria for environmental sustainability, social responsibility, and innovative quality. By partnering with producers who share these values, we ensure that each cup of coffee reflects the best of the land and the communities where it was grown.

When you enjoy FreeForm Coffee, you’re not just tasting a beverage—you’re experiencing a story, from farm to cup, that’s been crafted with care.

Learn more about our sourcing standards

Honoring Origin and the Environment

We believe coffee is more than a product—it’s an expression of place. Just as wine tells the story of its vineyard, coffee tells the story of its origin, terroir, and the people who cultivate it. At FreeForm Coffee Roasters, we take pride in being the stewards of these stories, roasting each batch with the intention to highlight its unique flavors and characteristics.

Sedona’s breathtaking natural environment inspire us to protect not only our home but also the environments where our coffee is produced. We acknowledge the responsibility that comes with operating in one of the world’s most beautiful places, and we’re committed to being good stewards of both the land here and the communities that grow our coffee.

Our Impact Initiatives