Primary was built by a group of creatives who love two things a whole lot: pushing ourselves to grow by constantly making new things, and great coffee. The best part? The two go together nicely.
Coffee is a creative’s best friend. It’s there to get you started on a project, and it’s the reason you take a break. It’s often the only thing keeping you company bright and early or late at night, when you’ve shut the door to the outside world so you can focus on what you do best: creating.
At the same time, coffee doesn’t magically make creativity easy. It’s grueling to always be making something new, not to mention terrifying. That’s why we care so much about trading inspiration. We’re constantly posting interviews with our Creative Heroes about what they’ve learned along the way. We also have Community Studies, where you can share your creative rituals and find new ideas from others.
We’ve made all of this with one simple hope: to help creatives put first things first. You were born to make. Do it, and the rest will take care of itself.
About Our Coffee
Making great coffee is one of the most creative processes in the world. A coffee’s character is only expressed when it’s nurtured through every stage of the process – the same way small ideas are painstakingly nurtured into paintings, books, albums, films, dances, and movements.
We roast our coffee to bring the distinct character of each crop to the forefront. Because good coffee doesn’t taste like coffee as much as it tastes like chocolate, berries, lemongrass, ginger, and so on. And we don’t roast anything until you order it because, like any gourmet product, coffee tastes best when it’s freshest.
Our coffees are all bought cooperative-to-cooperative. That means we partner with other roasters to go directly to the countries where coffee is sold, and purchase from farmers who have also partnered together. If that sounds complicated, it’s because it is. But it’s also the best way we’ve found to truly invest in each farmer’s livelihood – from crop to community.
Learn more about our coffee ethics and roasting in our FAQs.