The ECS+COHO Interview Series: Lizzie Gurr, Global CEO, Ozone Coffee Roasters

Each week leading up to the ECS+COHO Expo 2025, 24-26 November at the JW Marriott in Berlin, World Coffee Portal will present exclusive interviews with influential voices in Europe’s coffee and hospitality industries

Founded in New Zealand in 1998 as a roastery and café business, Ozone Coffee Roasters entered the UK in 2012 and quickly became a fixture of East London’s booming specialty coffee and brunch scene.

Today, the B Corp-certified business, which was voted Europe’s most sustainable brand at the ECS+COHO Awards 2024, continues to push the envelope on quality and sustainability across its four London venues and roastery.

You became Ozone’s global CEO in 2022 and outlined key growth pillars to achieve by 2028: scaling e-commerce, expanding wholesale and product portfolio, opening new locations and strengthening sustainability. How is each progressing?

We’ve made strong progress across all pillars, and while the world around us continues to shift, our core priorities remain the same – building a business that’s sustainable, resilient and people-focused.

On the e-commerce side, unifying Hasbean and Ozone under one brand was a pivotal move. It allowed us to streamline our online presence and bring all of our digital sales onto a single website. That simplification has helped us sharpen our focus on customer retention and growth, especially through our In My Mug coffee subscription.

We’ve also simplified our product range and introduced a new flavour coding system, which is designed to make it easier for customers to explore and understand our offering.

Our wholesale business is thriving. We’ve built strong, values-aligned partnerships and continue to grow with like-minded operators who care deeply about quality, service and sustainability.

We’ve also expanded our physical footprint, opening three new locations in London and Christchurch over the past couple of years, with more in the pipeline.

When it comes to sustainability, we’ve just completed our B Corp recertification, which pushed us to go even deeper across people, planet and profit. It’s a long-term and continuous commitment, and one we take seriously.

What has the acquisition of Hasbean enabled your group to achieve?

We acquired Hasbean back in 2018, and from the start, we began our journey to operating as one more effective team – sharing knowledge, offices, a roastery and sourcing relationships.

The transition in 2024 allowed us to unify our brand and customer experience under the Ozone name. This has helped to reinforce our brand positioning as ‘the ultimate coffee host’, allowing us to deliver on our promise more confidently. We’ve preserved everything that made Hasbean so respected – its deep sourcing relationships, transparency and flavour-focused approach, while pairing it with Ozone’s focus on hospitality and customer experience. Ultimately, this unification has made us stronger, clearer in our purpose, more competitive and better positioned to grow sustainably while continuing to serve our community.

By aligning under a single brand, we’ve also been able to focus our efforts and resources more effectively. Our team is now fully concentrated on building and elevating Ozone, which has enabled us to streamline operations, strengthen our storytelling and create a more consistent and seamless customer experience across all touchpoints – from our online store and subscriptions to our wholesale partnerships and hospitality spaces.

“We’re actively exploring regenerative farming practices, investing in carbon mapping and working to minimise waste at every step, from the roastery to our delivery systems”

Ozone was named Europe’s most sustainable brand at the ECS+COHO Awards 2024. Tell us more about your approach to sustainability in-store and across your supply chain

That recognition meant a lot to our team and to me personally, as it validated years of hard work. We’re not just in the business of coffee; we’re here to create a positive impact across people, planet and profit.

In 2022, we became a certified B Corp, and we’ve just completed our recertification, which pushed us to go deeper in every area, from sourcing and operations to team wellbeing and community impact. It’s a framework that keeps us accountable to the founding values of the company. Across our supply chain, we prioritise long-term, transparent relationships with producers, many of whom we’ve worked with for years. We’re actively exploring regenerative farming practices, investing in carbon mapping and working to minimise waste at every step, from the roastery to our delivery systems.

In our eateries, we focus on creating welcoming, low-impact spaces: zero-waste kitchens, circular design elements, energy efficiency, and thoughtful sourcing for everything from our menus to our materials. It’s all part of a bigger picture to build a coffee business that’s as good for the planet as it is for the people who power it. We know sustainability is a journey, not a checkbox. We’re proud of the progress we’ve made, but we’re even more excited about what comes next.

The cost-of-living crisis, soaring energy costs, rising wages and record green coffee prices – today’s business landscape is tough. How has Ozone adapted to these challenges?

Running a specialty coffee business is tougher than ever, and we’ve had to make some necessary changes, including adjusting our café and coffee prices.

Green coffee prices have surged by around 65% since November 2024, driven by climate instability, supply chain disruptions and a stronger US dollar. For UK-based businesses like ours, this makes sourcing quality coffee significantly more expensive.

“We’re not just in the business of coffee – we’re here to create a positive impact”

At the same time, rising wages, National Insurance, inflation and the end of pandemic-era relief have pushed up operating costs. While these shifts are challenging, we fully support fair pay across the board, from the farmers we buy from to the team members who serve our coffee. Ensuring everyone in our supply chain is treated and compensated fairly is non-negotiable.

Despite these pressures, we remain committed to high-quality coffee, ethical sourcing, and long-term producer relationships. Specialty coffee is a low-margin, values-driven industry, and continuing to do things the right way means making thoughtful, sometimes difficult, and always creative decisions.

How do you see London’s specialty coffee scene evolving, and what are the key concerns of your customers today?

London’s specialty coffee scene continues to thrive; it’s one of the most exciting and resilient markets in the world. Demand here remains strong, even as prices rise. People in London value quality and experience, and that demand isn’t going anywhere.

That said, customers are understandably more conscious of how and where they spend. We’re seeing a growing desire for value, not just in price, but in experience, consistency and connection. Loyalty schemes, subscription perks, and community-led engagement are becoming increasingly important.

Customers want to feel part of something bigger than just a transaction. It’s about great coffee, yes, but also trust, transparency, and the sense that their money is supporting something meaningful. That’s where specialty coffee can really shine.

What makes London a world-class destination for coffee and hospitality today?

London has this incredible intersection of cultures, tastes, and talent that creates innovation. The expectation for quality is high, but so is the appreciation for craft.