About Us
Coffee is Connection
At FreeForm, we believe coffee has the power to connect us. More than just a beverage, it's a portal to distant origins, an agent for positive change in our communities, and an opportunity to share the present moment with each other.
Every coffee we roast carries a story shaped by soil, season, and the hands that care for it. Our mission is to honor that story through thoughtful sourcing, careful roasting, and intentional sharing.
From Sedona, With Love
Based in beautiful Sedona, Arizona, we’ve spent more than two decades immersed in coffee, from carts to cafes to cupping tables. In 2020, we founded FreeForm Coffee Roasters to share our passion with our local community through thoughtful sourcing, sustainable practices, and an unwavering commitment to quality.
Sustainable Sourcing
Each of our coffee offerings is carefully sourced for quality, integrity, and the positive impact that producers and importers make in the communities where the coffee is grown.
Honoring the Environment
We take the common trope of ‘vote with your dollars’ to heart. That’s why we seek out small-scale specialty coffee farms and cooperatives working in harmony with their surrounding environments. Whether it’s supporting certified Organic coffees, sustainable farming practices, on-site animal husbandry, or fostering ecological diversity to preserve local flora, these efforts are essential to us—and we know they matter to you too.
We believe in enjoying a better cup of coffee without contributing to deforestation or environmental harm. When the true cost of coffee comes at the expense of our planet, we know we can do better—so we do.
Beyond Fair Trade
Building relationships with producers and our importing partners is one of the most rewarding aspects of our business. We strive to support an inclusive, transparent, and equitable coffee economy, celebrating the people behind the coffee and ensuring that all coffees are purchased at a minimum of twice Fair Trade standards.
Beyond fair compensation, we go the extra mile to source from cooperatives and importers who invest in initiatives that uplift the communities at origin—whether that’s education, healthcare, or infrastructure development. When you enjoy a cup of FreeForm Coffee, you’re helping make a difference in these communities.
Supporting Innovation
Coffee has been part of daily life for centuries, but the craft continues to evolve in remarkable ways. Around the world, producers are exploring new approaches to cultivation, fermentation, and processing, revealing flavors that were once hidden inside the seed. Their creativity has reshaped what we understand coffee to be.
At the roastery, improvements in technology have opened new dimensions of control and consistency. Digital monitoring tools, real-time data logging, and careful sensory evaluation help us record every roast and refine our profiles over time. Each batch becomes both a product and a study in pursuit of balance, sweetness, and clarity.
Brewing has advanced alongside roasting. Modern grinders, kettles, and brewers allow a level of precision that showcases the care taken at origin. Understanding water composition, extraction yield, and grind particle size helps us make brewing repeatable while leaving room for personal expression.
We see ourselves as part of a global conversation about quality. The work of these producers, engineers, and baristas reminds us that, in specialty coffee, innovation is not a trend but a responsibility. We vow to keep learning, to keep improving, and to share the results through every cup we serve.
Investing in People
Our commitment to equity and responsibility extends from the farms where our coffees are grown to the team members who bring them to life here at home.
We believe every person deserves financial stability and the opportunity to thrive. That’s why we guarantee a minimum wage of $25 per hour for all FreeForm employees — considerable above Arizona’s minimum wage, and well above our local living wage. From there, earning potential grows through skill development, leadership, and tenure, with advancement opportunities beginning as early as one month from hire.
We also offer a robust benefits package, including employer-sponsored health care, creating a workplace that supports both personal and professional well-being.
Because when we take care of our people, they take care of the coffee, our guests, and our community.
Positive Change
In today’s interconnected world, we believe businesses have a responsibility to contribute to positive change. At FreeForm, we’ve developed an internal Impact Initiative to reduce our environmental impact and give back to the communities that produce and consume the coffees we roast.
1% To Charity
At FreeForm, we donate 1% of our revenue from coffee sales to vetted regional non-profit organizations working in environmental stewardship and human rights.
Beneficiary organizations have included local food banks, community organizations, public schools, and groups that support sustainable livelihoods in the global supply chain.
It’s just one way we’re giving back to the communities that support us and the environment we’re privileged to call home.
Reforestation
Commercial agriculture often leads to deforestation to make room for crops, but restoring forests is one of the most effective ways to mitigate climate change. As our first major impact initiative, we partnered with Eden Reforestation Projects, a 501(c)(3) non-profit organization, to help restore forests on a massive scale.
For every bag purchased—whether directly from us or through one of our local partners—we purchased a tree for Eden’s team to plant. Half of the trees were planted in East Africa, and the other half in Central America.
Thanks to your support, we planted 15,300 trees during the course of this initiative!
Carbon-Neutral Shipping
One of the largest sources of carbon we generate is shipping your coffee. That’s why we contribute to the Shopify Sustainability Fund to purchase carbon offset credits for every package we ship. The carbon footprint of each shipment is calculated based on size, weight, and distance, and an appropriate donation is made at the end of each month to offset the carbon generated.
These contributions help fund over 20 vetted carbon sequestration organizations that employ various technologies to capture carbon from the environment. Like all our impact initiatives, this is funded entirely from our profits and comes at no additional cost to our customers.
