The Story
Some people talk about roasting for years before they actually do it. Chris just did it. One Sunday in mid-June 2026, he fired up the roaster for the first time, and East Coast Coffee Co. was born.
If you know Chris from Holiday Coffee Co., you already know the guy has taste. His café has earned a Café Community Award and Best New Cafe from Coffee Magazine — and he serves everything from La Marzocco espresso to Clever Dripper pour-overs. So when he announced he was roasting his own beans, the question wasn't if they'd be good — it was how good.
The answer? He opened with an Ethiopia Geisha from the Bench Maji Forest. That's not a beginner move. That's a statement.
Chris behind the counter at Holiday Coffee Co. — the man behind East Coast Coffee Co. Photo: Bibi Burness
The Launch Lineup
Two coffees. Two very different personalities. Both say a lot about where Chris is heading.
Ethiopia Geisha Bench Maji Forest
Limited EditionTasting notes: Jasmine, stone fruit, citrus — complex and elegant with a tea-like clarity
The crown jewel of the launch. Gesha from Bench Maji is about as close to the source as you can get — this is where the variety originated before it became world-famous through Panama. Floral, delicate, and layered. A serious statement from a roaster on day one.
Premium Coastal Blend
100% ArabicaTasting notes: Balanced, smooth, approachable — built for everyday drinking
The everyday workhorse. A well-balanced blend designed to shine through milk or stand up as a black filter. "Coastal" is more than a name — it captures the easy-going, sun-drenched vibe of South Africa's East Coast lifestyle.
On the Shelf at Holiday Coffee Co.
East Coast Coffee Co. bags (pink, lower shelf) sitting alongside Holiday Coffee Co.'s own retail range. Photo: Bibi Burness
About the Ethiopia Geisha
The Gesha (or Geisha) variety is the most celebrated coffee variety on earth. Originating in the wild forests of Ethiopia's Bench Maji Zone, it gained worldwide fame after being planted in Panama, where it shattered auction records.
What makes Chris's choice special is that he's gone back to the source — the Bench Maji Forest where the variety was first discovered. High-altitude (1,900–2,070 masl), shade-grown under native canopy, processed with care. Expect jasmine, stone fruit, and citrus with tea-like clarity.
This is a limited edition for a reason. When it's gone, it's gone.
Why This Matters
Bibi's take:
“There are plenty of café owners who serve other people's coffee beautifully. But roasting your own? That's a completely different level of commitment. Chris isn't just pouring someone else's vision anymore — he's creating his own.”
Gqeberha’s specialty coffee scene is still young compared to Cape Town and Johannesburg. Having a local roaster — especially one backed by the reputation of Holiday Coffee Co. — adds a new dimension. Cafés in the area now have a truly local option for specialty-grade beans.
And starting with an Ethiopia Geisha? That tells you Chris isn't going to play it safe. He's going for excellence from the jump.
The Holiday Coffee Co. Connection
Holiday Coffee Co.
Chris's award-winning café in Gqeberha
East Coast Coffee Co. beans are available at Holiday Coffee Co., where Chris brews them alongside his existing offerings. The café earned the Coffee Magazine Café Community Award 2025 and FNB Best New Cafe. Expect to find the East Coast range on the shelf and in the cup.
Chris brewing with a Clever Dripper — the same attention to detail goes into roasting his own beans. Photo: Bibi Burness
Source
First-hand from visiting Holiday Coffee Co. in Gqeberha and purchasing East Coast Coffee Co. beans in June 2026. Chris started roasting on Sunday 15 June 2026. Product details taken directly from the bags. Ethiopia Geisha origin information sourced from Gesha Village Coffee Estate records and Bench Maji Zone documentation. Photos are my own.