We get a lot of questions about toll roasting from people who are curious but not sure where to start. Here are the most common ones, answered honestly.
What exactly is toll roasting?
Toll roasting is a service where you bring your own green (unroasted) coffee to a roasting facility, and they roast it for you according to a profile you've developed together. You get the finished roasted coffee back, ready to package and sell. You pay a per-pound fee for the service — the "toll."
What's the difference between toll roasting and white label coffee?
With toll roasting, you supply the green coffee. You own the beans, and you have full control over where they came from.
With white label coffee, the roaster handles everything — sourcing, roasting, and often packaging — and you put your brand on the finished product. White label is simpler and faster. Toll roasting gives you more supply chain control.
Many brands use both depending on the product line.
What's the minimum order quantity?
This varies by roaster. At Birch, we're set up to work with smaller batches, which makes us a good fit for emerging brands and restaurants. Reach out and tell us your volume — we'll be upfront about whether it's workable.
Do I need to know how I want it roasted?
Not entirely. If you know your general direction — espresso vs. filter, light vs. dark, specific tasting notes you're going after — that's enough to start a conversation. Our team will guide you through the profile development process.
That said, if you've already worked with a roaster and have a documented profile, we can work from that spec.
How do I find green coffee to bring?
If you don't have importer relationships yet, that's a common starting point. We can point you toward reputable importers, or discuss moving to a white label model where we handle sourcing. The goal is to get you to a finished product that represents your brand — the path to get there is flexible.
How do I ship green coffee to you?
Green coffee ships in jute bags, typically 60-kg (~132 lb) lots, though smaller quantities are available through sample programs. Once you've selected a coffee from an importer, they'll coordinate delivery to our facility. We'll walk you through the logistics on your first order.
How long does the process take from green receipt to finished coffee?
Once green coffee arrives at our facility and your roast profile is finalized, typical turnaround for production roasting is a few business days. The profile development phase — including sample roasting and approval — takes a bit longer depending on how many iterations you want to taste through.
For an initial engagement, budget 2–3 weeks from first conversation to finished coffee in hand.
What happens if I don't like the roast?
That's what the sample roasting phase is for. We'll roast small amounts at different profiles and you'll taste through them before we go to production. This is a collaborative process — we want you to love the outcome.
Can I use my own packaging?
Yes. You can provide your own bags and labels, and we'll fill them as part of the service. Alternatively, we can discuss packaging options through our facility. Either way, you control the brand presentation.
Do you offer packaging and labeling services?
We can discuss this as part of your overall program. Reach out and let us know what you need — we'll tell you exactly what we can accommodate.
Can I scale up over time?
Absolutely. Starting small is smart — it lets you validate your product and market before committing to large inventory. We're set up to grow with clients, from startup volumes to serious commercial scale.
What's your location? Can I come visit?
We're based in Long Island City, New York City. We welcome visits from wholesale and toll roasting clients — there's nothing like seeing the operation in person and tasting coffee fresh off the roaster. Reach out to schedule a visit.
How do I get started?
Fill out our wholesale and roasting inquiry form. Tell us what you're trying to build, your approximate volume, and any details about your green coffee or flavor direction. We'll respond within 48 hours with next steps.
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Birch Coffee is a specialty coffee roaster in Long Island City, NYC, with 15+ years of experience and capacity to support brands, restaurants, and retailers of all sizes.