About

Coffee worth crossing the world for

Two founders on a long hunt for the world’s rarest coffees. We buy them direct from the farms and bring them to your door, so the cup that’s nearly impossible to find finally isn’t.

The Blue Mountains, Jamaica. Sourcing trip, April 2026.

Why we exist

The rarer the coffee, the harder it was to actually buy.

ParisTokyoJamaica

Swarnav and Anand have chased coffee for years: the café counters of Paris and Tokyo, the farms of Jamaica and Costa Rica, anywhere a cup was worth the trip. They went for themselves, then for friends and family, bringing back beans that are hard to get any other way.

A filter-coffee tasting flight at Glitch Coffee in Tokyo
A tasting flight at Glitch Coffee, Tokyo.

Every trip ended the same way. Someone would taste something extraordinary, ask where to buy it, and come up with overpriced or unreliable options. The coffee is out there, but it’s exceptionally scarce, and most of it reaches you through a chain of middlemen, each adding a markup to a cup that’s already expensive.

Who gets paid

Nearly all coffee leaves the country it grew in green: dried and milled, but not yet roasted. More than 90% of the world’s coffee ships this way.1 The roasting, packing, and selling happen after it lands, and that is where most of the price is made. Producing countries keep about a tenth of what it sells for at retail.2

What reaches the farm itself is less again, and the pickers, paid out of the farm’s share, see the least of all. The rarest lots widen the gap. They grow on slopes too steep for machines, so every cherry is picked by hand, tree by tree, pass after pass through the season. It is the hardest work in the cup, and the usual chain pays it the least.

A typical chainShipped green. Roasted, and marked up, after it lands.$takes a margin$$$takes the most
  1. In the producing country
  2. 01Farm$Grows and picksCherry
  3. 02Collector$Buys the cherryCherry
  4. 03Mill$Mills it to greenGreen coffee
  5. 04Exporter$Ships it outGreen coffee
  6. Across the oceanShipped green
  7. In the buying country
  8. 05Importer$Brings it inGreen coffee
  9. 06Roaster$$$Roasts and brands itRoasted
  10. 07Retailer$$Sells itRoasted
  11. 08YouRoasted
Where the retail price ends up
Under 10%stays in the producing country when coffee ships green2
  1. 1Carbon Brief, Commodity profile: coffee.
  2. 2International Trade Centre, The Coffee Exporter’s Guide; CBI, The European market potential for roasted coffee.
  3. 3CBI, The European market potential for roasted coffee.
What we built

So we built the missing part.

We buy straight from the families who grow these coffees, the small, hard-won lots, and we handle the logistics and the import regulations ourselves. Fewer hands, no broker stack, the real thing brought to your door. That’s the whole company: the rarest coffee on earth, made simple to actually get.

Our chainThe roast, and the margin, stay where the coffee grew.$takes a margin$$where most of it sits
In the producing countryAll three stay here
  1. 01The farm$$Grows and picks by handCherry
  2. 02Mill$$Mills it to greenGreen coffee
  3. 03Roaster$$Roasts it where it grewRoasted
Across the oceanShipped roasted
In the buying country
  1. Rubia Reserve$Tastes it, seals it at −40 °CRoasted
  2. 05YouOpens it at its bestRoasted

The typical chain above ships it green, so the roast and the $$$ happen after it lands.

Shipped green
Under 10%of the retail price stays in the producing country2
Roasted at origin
40–55%can stay in the producing country3

Milling and roasting stay in the country where the coffee grew, and Rubia Reserve is the last hand before yours. More of what you pay stays with the farms.

A founder walking a garden path on a Blue Mountains farm, with the farm’s hosts ahead
On the ground in the Blue Mountains, April 2026.

Three things we won’t compromise.

Partners, not vendors.

The farms we buy from are people we plan to work with for the long run. As we grow, that means investing alongside them to enable climate-adapted practices, equipment, and eventually shared upside. There’s no specialty coffee in twenty years without the farms behind it.

Roasted at origin.

Every lot is roasted where it grew, the way they drink it themselves, not flattened into one house profile. That keeps more of the margin with the farmers and supports the local industry, so they can keep growing the world’s rarest coffees.

Farm-direct, every lot.

No third-party brokers between us and the farm. We buy direct. And when we can get on the ground, the founders walk the lot, taste the harvest, and see the plantation themselves.

Swarnav and AnandFounders

Bringing the coffee here was only half of it. The other half is making sure it tastes at your table the way it tasted where it grew.

Sealed at its best

Sold on its best day, not its roast date

A roast date tells you when a coffee started, not when it’s good. Most coffees need a rest of several days to a few weeks before they taste right, and it’s different every time. So we taste each one as it rests. On the day it tastes best, it’s vacuum-sealed in 4 oz packs and held at −40 °C.

Nothing stops coffee from aging. Of every way to store it that’s been studied, sealed and frozen slows it down the most. That’s the coffee you open.

  1. Coffee beans roasting in a clay pan over an open flame (photo: Aleksandar Pasaric, Pexels)

    Roasted at origin

    By the people who grew it, the way they drink it.

  2. Brewed coffee being stirred at a tasting (photo: René Porter, Unsplash)

    Tasted for peak flavor

    We taste it as it rests and seal it on the day its flavor peaks. The tasting picks the date, not the calendar.

  3. A vacuum-sealed 4 oz pack

    Sealed and frozen

    Vacuum-sealed on its best day and held at −40 °C.

  4. The Rubia Reserve mailer

    Shipped sealed

    Out of the freezer and into the mailer, within 3 business days.

Photo credits: 01 Aleksandar Pasaric, via Pexels. 02 René Porter, via Unsplash. Both illustrative.

See what’s in the lot book →
A white coffee blossom, the flower of the Rubiaceae family, on a coffee plant
Photo: Alexandre Trouvé, via Unsplash
The name

Rubia, for the family it comes from.

Every coffee plant on earth belongs to one botanical family: Rubiaceae. The white bloom here is a coffee flower, where every cherry we chase begins. We took the family’s name, shortened it, and added Reserve for the obvious reason: there’s never very much of this coffee, and we’d rather it reach people who’ll notice.

Taste what we brought back.

Every lot in the book was bought direct from the family that grew it and roasted at origin. Pick a roast, and it ships to your door.

Shop the lot book →Buying for a café or roastery?
Ripening coffee cherries on a branch in Portland, Jamaica
Coffee cherries, Portland, Jamaica.