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About Us

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Our 
Story

Meet George, the passionate owner of TEN CAFE ROASTING STUDIO in

the heart of Victoria, BC. A dedicated father of two little boys, George's

love for coffee has been a driving force in his life. With more than a decade of experience in the coffee industry, George's dream of opening his own roastery finally came to fruition in 2023.

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George's philosophy is beautifully simple, let the unique flavour and

aromas of various regions naturally shine through. This commitment led

him to adopt a micro roasting process, allowing for the careful selection and roasting of single-origin coffee from diverse regions.

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The dedication to quality and the desire for customer satisfaction are at the core of George's vision. Each cup poured at the roasting studio is a testament to his passion for providing a personalized coffee experience.

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To keep his dream alive and support his family, George balances his full-time job, choosing to open the studio four to six days per month. Please join him on this thrilling coffee journey, and stay connected through social media for updates on the upcoming opening day. Your understanding and support are sincerely appreciated. Welcome to a place where George's love for coffee and commitment to quality seamlessly come together, offering an exceptional experience for all coffee enthusiasts.

The Story Behind Our Coffee Prices

People often ask us:

“Why is your beans priced higher than others?”

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Let’s break it down.

 

When you pick up one of our $22 half-pound bags, we’ve paid about $22 per kilo just for the green beans. That’s before adding shipping fees, customs, rent, hydro, packaging, wages, and equipment upkeep (roasters aren’t cheap to maintain!). Then there’s the 20% weight loss during roasting. On top of that, we spend countless hours sample roasting, tasting, and refining each profile, sometimes burning through 10 kilos of trial batches just to find the sweet spot for the coffee.

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And remember, we’re a micro-roastery, roasting just 1 kilo at a time, not 10kg - 20kg. We also love to rotate our offering lists often instead of serving the same coffee year-round. That means more sourcing, more tasting, and more development but it also means you get to explore fresh, exciting flavors every season.

 

Now, here’s the contrast: big chains often pay only $7–$8 per kilo for lower-grade coffee. They keep the same blends year after year, with very little investment in development or innovation. Yet they’ll still charge you $24 for a pound or even just 350g.

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For us, green coffee costs for some micro-lot coffees often climb to $40–$45 per kilo. At that level, most specialty coffee roasters would price them at $40–$50 for just 200g. Instead, we cap ours at $38 for 225g because we want more people to experience these exceptional coffees without needing to save them for a “special occasion.”

 

And sometimes, we go even further: for our Geisha and other limited-lot coffees, we’ve paid up to $150 per kilo. Even then, we keep it at $45 for 100g so you can taste something truly extraordinary without needing a competition judge’s budget.

 

Behind every bag, there are also the invisible costs: ongoing coffee education, marketing, and the time we spend sharing our passion and answering your questions.

 

We do it because we’re passionate about coffee, we love what we do, and we want to show our local community what coffee can be: vibrant, complex, and unforgettable. And for those visiting Victoria, we want them to leave knowing that our city has great coffee to offer.

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These don’t show up on a receipt, but they’re a huge part of what makes our little roasting studio special.

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So, what do you think? Still expensive? or just fair

1-1407 Government St, Victoria, BC V8W 1Z1, Canada​

+1 778-557-7778​​

george@109studio.ca​​​​​

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© 2025 by Ten Cafe Roasting Studio. â€‹

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