We’re very excited to welcome the iconic Cape Town roastery, Cedar Coffee to the Exchange Building. Founded by Winston Thomas and Leigh Wentzel, Cedar Coffee is on a mission to bring the expansive world of coffee to a wider, local audience. Prizing genuine authenticity above all else, they’re the perfect fit for the Lemkus family; and the CEDAR Hatch (as the ground floor store will be known as) is their first coffee bar; ever. We’re honoured. With extensive careers in the coffee space – with Leigh coming up at Rosetta Roastery and Winston at Origin Coffee, respectively — the co-founders have gone on to cultivate a cult following, centred around educating and introducing South Africans to the complexity and beauty of the humble coffee bean. We chat to Leigh to learn more of their story, and what they hope the CEDAR Hatch will offer our shared communities. 

“I think what inspired me to turn this passion into a business was always this idea of creating something of your own,” Leigh says, “ I wasn't ever sure as to what it would be and luckily enough I got to turn coffee into a business. Spending 7 years just working in the industry definitely shaped our vision. We get to implement our ideas into action. You always think ah if we could do this, that would be fun. So yeah our experience has definitely helped us along the way.” 

On the choice to be bold when building the Cedar world, Leigh explains that “at the time coffee has always been viewed in black and white schemes, very cliche and there's nothing wrong with that. We just felt like when you see our bags amongst others it stands out by its bold colours. It exudes freshness and dynamism. We always wanted Cedar to be seen as a brand on its own and not only associated with coffee. Also colour helps communicate what you feel without putting words to it. You can taste coffee or anything in colour, if that makes sense.”

Critical to the Cedar vision is bridging the gap between specialty coffee and commodity coffee, and as they aim to elevate the quality and experience of coffee accessible to everyone. This approach involves educating consumers about the nuances of specialty coffee but also ensuring that it is approachable and enjoyable, rather than exclusive. By integrating high-quality beans, sustainable sourcing practices, and expert brewing methods, Cedar is for everyone – from those who enjoy everyday coffee to those who appreciate the craftsmanship behind specialty brews. This commitment reflects the Cedar belief that exceptional coffee should be a shared experience, “we do this by ensuring that the coffee we use is of specialty coffee standard. Bridging the gap is the goal but one that we can't necessarily force. We try to place ourselves in unusual places where people get to experience our coffees without us having to state that this is specialty coffee. We want you to enjoy the coffee for what it is. We are here to invite you on this journey, to take you from where you are to where you want to be. It's about having open conversations about coffee.”

Sustainability is also a core consideration for Cedar and as Leigh explains, “it helps that we source specialty coffee as this means we pay a higher price to farmers for the coffees we source when you compare it to commodity coffee. We don't necessarily direct trade just yet so we work with local importers that we've built meaningful relationships with. This ensures we all specialise in our craft and in turn supports the supply chain from farm to cup.”

“I think we are very proud of where we come from and everything we've gone through to get to this point. It's shaped the way Cedar functions and what we stand for. Cedar is the culmination of our story. Our background keeps us humbled and allows us to resonate with our audience. We've been at every level; from drinking ricoffy after school to serving some of the most amazing specialty lots there is to offer. Cedar has been built on the foundations of a Cape Tonian culture,” shares Leigh, and “the fact that we get to share our story and to see how people start walking down the same path we have many years ago. Just to fuel their passion and to watch how they change is amazing. We've served many customers for years on years. Where initially they would only drink flat whites with 2 sugars to them becoming full blown home brewers with all sorts of coffee equipment.” The Cedar vision exemplifies that with the right care and approach, a brand can actually participate in deepening and changing the relationships we have with the things we love. Even something as simple as coffee, becomes a passion and an interest beyond the ritual we have in the morning to get us out of bed.