From community-driven hospitality to direct relationships with coffee producers, Chocolate Fish Coffee Roasters has built its reputation on exceptional coffee and meaningful connections. We sat down to talk about the legacy of Chocolate Fish, the values that guide the business today, and the coffees and creations they're most excited about.
1. Andy and Edie Baker brought a little slice of New Zealand coffee culture to Sacramento when they founded Chocolate Fish, and over the years, it became one of the city's most beloved coffee brands. When the opportunity came along to take the reins in 2023, what was the moment that convinced you this was a story worth becoming part of—and continuing?
Chocolate Fish Coffee Roasters:
“What makes this business worth becoming part of is how deeply Chocolate Fish has been woven into Sacramento’s community. Andy and Edie didn’t just build a successful coffee company—they created spaces where people connected, learned, and felt welcome. The opportunity of taking the reigns in 2023 felt less like acquiring a business and more like becoming a steward of a legacy that people genuinely cared about.”
2. The name Chocolate Fish comes from a New Zealand tradition of giving someone a chocolate fish as a thank you for a good deed—which might be one of the happiest origin stories for a business ever. How does that spirit of generosity and making people smile show up in the way you run Chocolate Fish today?
Chocolate Fish Coffee Roasters:
“For us the Chocolate Fish represents the spirit of Hospitality. It shows up with us to work daily, whether that be remembering a regular’s order, taking the time to connect with first timers, creating welcoming spaces, or fostering a good team culture where people feel valued and appreciated. Our team welcomed us to Chocolate Fish in 2023 with the same hospitable values Chocolate Fish has always embodied, and we see this as the baseline to our success and positive influence in our communities.”
3. Chocolate Fish has spent years building direct relationships with coffee farmers in Guatemala, Colombia, Honduras, and beyond. What does it mean to you to know the people behind the coffee, and how are you carrying that commitment forward?
Chocolate Fish Coffee Roasters:
“At Chocolate Fish we have never viewed coffee as just a commodity. Behind every bag is a farmer, a family, and a community whose hard work makes what we do possible. Having these relationships allow us to better understand the challenges and opportunities our producers face, and they help ensure that we keep quality and sustainability prioritized.”
4. One thing we love is that your mission isn't just to serve great coffee—it's to make great coffee approachable. From the flavor chart to the 50/50 method, you've made coffee less intimidating and more fun. How do you create an experience where everyone—from coffee nerds to first-timers—feels right at home?
Chocolate Fish Coffee Roasters:
“Making coffee approachable starts with greeting our guests as soon as they walk in. Good hospitality and curating that welcoming environment encourages our guests to engage in the coffee knowledge we have to share. Our baristas go through extensive written and on the floor training to not only be an expert in their craft but to also be an educator, someone who makes the unknown easy.”
5. Roast Magazine Roaster of the Year finalist. Golden Bean North America runner-up out of more than 1,000 entries. Good Food Award finalist. No pressure, right? What's it like stepping into a business with that kind of track record, and how do you honor that legacy while making it your own?
Chocolate Fish Coffee Roasters:
“Definitely a responsibility, but a bigger privilege. Those recognitions didn’t happen by accident- they are the result of years of dedication, craftsmanship, and an unwavering commitment to quality. We honor that legacy by protecting the values that makes Chocolate Fish successful: exceptional coffee, meaningful relationships, a commitment to education and a genuine connection to the community. Those things aren’t changing, we are building on the strong foundation that is already there.”
6. Let's talk coffee. What's on the menu right now that you're especially excited about? If a friend walked in today and said, “Surprise me,” what are you handing them?
Chocolate Fish Coffee Roasters:
“Our Summer menu, launching next week, has some of our proudest recipes to date. One I am especially excited for is the Mont Koru, our twist on the Australian Mont Blanc Drink. Using our Koru beans, a Brazil and Honduras blend perfectly balancing citrus and nutty coco, we are doing a Japanese Flash Brew infused with fresh orange juice, topped with an orange vanilla cream top and dusted with nutmeg. The layers of citrus, cream and spice balance perfectly with the roast profile of our Koru.”
7. When you're not thinking about coffee, what does a perfect day off look like? And be honest—what's in the mug on a lazy Sunday morning?
Chocolate Fish Coffee Roasters:
“A perfect day off usually still revolves around coffee. I love checking out new cafes, visiting other industry friends, and seeing how other shops approach hospitality and quality. And honestly? On a lazy Sunday morning, the coffee of choice currently is our Purple Caturra Cold Natural Process from Columbia on Pourover.”
8. Make Up your own Question to answer:
How do I build a strong café culture where the team cares about coffee as much as guest experience?
Chocolate Fish Coffee Roasters:
“We ensure making quality coffee and giving great experience are never two separate conversations- they are the same thing. If the coffee is excellent but the service feels cold or inconsistent, we’re only doing half the job. By tasting coffees with the team and talking through why we are making certain decisions- not just what the recipe is, but what we are trying to express in the cup. That helps baristas connect craft to intention.”
Explore Chocolate Fish Coffee Roasters in our shop and taste the coffees behind the story.
