At FreeForm, coffee is more than a beverage.
It’s an experience, a connection, a way of seeing the world.
We believe every cup tells a story—of nature’s beauty, of human craftsmanship, and of the journey that brought it to you.
Meet the Team
Rooted in the American Southwest and based in Sedona, Arizona, we’ve spent more than two decades immersed in coffee, from coffee carts to cupping tables. In 2020, we founded FreeForm Coffee Roasters to bring that experience to life through thoughtful sourcing, sustainable practices, and a commitment to quality.
We believe in celebrating exceptional coffee, supporting the people behind it, and taking care of the places we call home.
Monica & Daniel
Kendra
Rafe
Our Sourcing Standards
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, ensuring that producers are compensated at or above 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
While coffee has been enjoyed by humans for over 500 years, today is truly the golden age of coffee! Never before have so many producers, roasters, and consumers been this focused on quality.
We consider it an honor to work with coffee growers who push the craft forward through innovative growing and processing techniques.
Thanks to these trailblazing producers, we have access to top-quality green coffee beans. Our job as roasters is to unlock the full potential of these beans, gently roasting them to highlight the unique flavors that make every cup special.
Our Impact Initatives
At FreeForm Coffee Roasters, 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.