Like many stories of those who now call this region home, Ali Slotemaker and her husband Steve initially came to Cairns for six months when Steve was presented with an AFL opportunity. Fast forward 19 years, and they now own one of the most cherished cafes and coffee roasters in Cairns.
After pursuing other jobs, their desire to become their own bosses took over, leading to their first coffee roasting venture on Scott Street 14 years ago.
“I always say that we’re a bit of a tortoise in the business world. We’ve just constantly grown, steadily and slowly,” says Ali. She expresses they’ve also enjoyed living their lives, especially by going back to her home of New Zealand for the birth of their son while their business was managed from afar.
Upon their return, they recognised the need for a rebrand, and so White Whale Coffee Roasters was born. Behind this pursuit was the idea of sustainability and giving back to the environment, a notion that is deeply rooted in Ali’s background as an environmental scientist. The name White Whale comes from wanting to celebrate their location here in Far North Queensland and refers to Migaloo (Aboriginal for white fella), a white whale who cruises past our coast on its migration every year.
“It really became about filling our own cup and finding the purpose that makes us get out of bed in the morning, and that for me is about making a difference,” she says. On that notion, they partnered with the Reef Restoration Foundation and a portion of all their coffee bean sales goes towards helping them carry out the foundation's mission of aiding recovery and helping the reef. This serves as a way for Ali to fulfil both her love for the environment and her passion for providing the public with outstanding coffee.
She recalls she has never been driven by money, rather her business is always driven by something other than that. “I’m not sure if it’s a blessing or a curse,” she laughs. It surely is a blessing, as White Whale Coffee Roasters supplies coffee to over 40 different outlets and sells their delicious blends direct and online and through their app.
Reducing their carbon footprint is high on the agenda, and they are following several steps to achieve this. One way is by encouraging people to bring their own coffee cups in return for a discount. A second is being mindful of where they source their coffee beans, purchasing from nearby countries such as Papua New Guinea and East Timor. This thoughtful purchasing is especially pertinent with East Timor, in a bid to support the region. Ali explains that she hopes to be part of “raising the profile of East Timor as a producing nation”.
Customers can take pride in knowing that they are contributing to the environment whenever they purchase White Whale coffee. This flow-on effect of helping the reef, combined with conscientious business practices, is what sets them apart from others. “It should be the responsibility of every business to be contributing somehow in a positive fashion,” she explains.
An exciting new customer experience is the addition of their coffee-tasting paddles to their menu, resembling that of a beer tasting. They’ve become a popular option for customers, and they get to choose from a variety of paddles. Tasting alternatives include cold brew, filter coffee, and various blends of espresso.
White Whale is not only a great place to grab a cuppa, it’s also a great place to work. Ali is very focused on her team and enjoys nurturing her employees, not just through their careers but in other aspects of their lives. She reflects on a team-building day where they attended a powerlifting gym. This was to ensure they were able to do the manual lifting of heavy items in their roastery while learning to do it correctly and safely. She’s also looking into bringing in a financial advisor to advise employees on important financial topics such as super funds.
As part of her own journey Ali has a special place in her heart for start-ups and innovation, and one in particular has proven very useful. ‘Flow’ is a software that runs on their coffee machines. It allows data on every shot of coffee poured to be collated. This enables them to recognise the perfect shot, to recognise and reward their top baristas and also pinpoint areas where others may benefit from training.
They also utilise Upstock, another start-up from New Zealand. It’s a business-to-business platform for ordering which they utilise for their wholesalers. It makes the entire ordering process more efficient and straightforward.
As for the future, the couple aspires to engage more with people who are making coffee at home. They have already started reaching that audience via social media, running home barista workshops, and making the whole process enjoyable.
Ali, Steve and White Whale serve as great examples of how to run a modern business right, with a conscience and a purpose with effects that reach far beyond just roasting and supplying gorgeous coffee.
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