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For Joe, the founder of Oddkins Roastery, it was a sip of natural Ethiopian coffee at the London Coffee Festival, nearly 15 years ago.
“Someone said, ‘It tastes like blueberries,’ and I thought, ‘No way.’ But then it hit me—it really did. That was the moment I realised coffee wasn’t just coffee. It could be something extraordinary.”
This realisation became the seed from which Oddkins Roastery would grow, years later.
But first came a decade of immersion in the world of coffee, a time spent mastering the craft, from behind the counter of busy cafés to the cupping tables of experimental decafs.
This ethos of Oddkins itself: coffee that surprises, delights, and leaves a lasting impression.
How does a barista become a founder?
Joe’s background is steeped in coffee culture.
He began his career in the industry in NEED YEAR FROM JOE ago with stints at Coffee #1 and Boston Tea Party, gaining insights into everything from sourcing beans to serving customers.
It wasn’t until he joined Waylands Yard (which he now owns and operates) that – through his own coffee shops – he began to see the gaps in the supply chain; and the opportunity to do things better.
“Running coffee shops taught me what we, as baristas, really needed from our suppliers,” Joe explains. “It wasn’t just about good beans. It was about reliability, transparency, and having someone at the other end of the phone who actually gets it.”
This understanding became the cornerstone of Oddkins Roastery, a business founded on the principle of “from baristas, for baristas.”
It was at Waylands Yard that Joe honed that understanding and Oddkins was born from these lessons: a roastery designed not just to supply coffee but to genuinely support the people making it.
What makes Oddkins different?
In a competitive coffee market, Oddkin’s stands out for its customer-focused approach.
Joe’s roastery operates more like a partnership than a supplier, offering not only beans but also personalised support.
Every wholesale client has direct access to Joe’s team through WhatsApp which is an unconventional but highly effective way to troubleshoot problems or fine-tune their brewing methods.
“It’s a bit chaotic at times,” Joe laughs, “but it works. If a café calls and says their coffee is choking during extraction, we can help them fix it in minutes. That kind of hands on support is what I always wished for when I was running shops.”
“It’s about being present, not just a name on an invoice.”
Oddkins also does things differently on the roasting floor.
His team relies on an old-school Probat roaster, manually adjusting heat and airflow to bring out the best in each bean.
The addition of Cropster software ensures precision allowing the roastery to strike a sweet balance between artisanal and technical.
They call Jess, head roaster, the Coffee Whisperer for good reason.
Every batch is then carefully rested before shipping, ensuring the coffee reaches customers at its peak.
“It’s the details that make the difference,” Joe explains. “Resting the beans might take more time, but it guarantees they’re ready to brew as soon as they arrive.”
Why does decaf matter?
For many, decaf is an afterthought—an option for those who can’t handle caffeine but for Joe, it’s a space ripe for innovation.
“Decaf has always been the underdog,” he says. “People think it’s bland or subpar, but it doesn’t have to be.”
At Oddkins, decaf is treated with the same care and respect as any other coffee.
Joe swears by the sugarcane decaffeination process, a method unique to Colombia that preserves the bean’s natural sweetness and character.
“We tried it early on, and we’ve never looked back. It’s the only decaf method we use because it delivers the flavour people don’t expect from decaf.”
The roastery’s decaf lineup is intentionally diverse and includes classics with smooth, familiar notes, as well as experimental options like a passion fruit-fermented decaf.
And then there’s the “SloMo” half-caff—a blend of regular and decaffeinated beans that offers the best of both worlds.
“It’s for people who love coffee but want to dial down their caffeine without compromising on flavour”
Decaf is where non-alcoholic beer was ten years ago,” he explains. “Back then, people thought it was only for designated drivers. Now, it’s a serious market, with brands investing real time and energy into making products that stand out. That’s what’s starting to happen with decaf.”
Oddkins Roastery has embraced this shift, recognising that more people are approaching coffee with a focus on flavour and experience rather than just its energising effects.
“We’re seeing customers choosing decaf not because they have to, but because they want to,” Joe says.
“They want to drink coffee late in the day without worrying about sleep or enjoy multiple cups without overloading on caffeine. Decaf is becoming a conscious choice for taste, not just a fallback.”
And his customers are loving it.“Decaf is our fastest-growing category,” Joe shares. “People are starting to look at it differently. They’re realising it can be complex, exciting, and every bit as satisfying as regular coffee.”
Joe sees this as part of a broader cultural shift. “It’s not just about caffeine anymore,” he says. “It’s about mindfulness—what you’re putting into your body and when. People are becoming more thoughtful about their consumption, and decaf fits perfectly into that.”
The rise of high-quality decaf, Joe believes, will only accelerate in the coming years.
“I think we’re going to see more roasteries take decaf seriously and more consumers embrace it. There’s so much potential in this space, and we’re excited to be part of it.”
What’s next for Oddkins?
For Joe, it’s not just about the caffeine. “Decaf doesn’t have to be shit—that’s the message,” he says with a smile.
“It’s about the taste, the craft, and the care that goes into every step. It’s the story behind it, the effort that goes into it, and the connection it creates. We try to create this at our roastery by delivering the best service to our cafe’s and wholesalers, who get the best coffee they can to their customers.”
And at Oddkins Roastery, that belief drives everything.
“We never want to become one of those faceless brands,” Joe says. “Oddkins is about connection – between us, our customers, and the farmers who grow the beans. That’s something we’ll always hold onto.”
You can check out more about Oddkin Roastery here, and the decaf’s they have on offer in our shop.