Superlost Coffee

Superlost Coffee is a specialty coffee roasting company founded in 2017 by co-founders David Roa and Craig Deahl, operating out of Brooklyn, New York. The company roasts on a Loring S70 commercial roaster, a high-efficiency drum roaster favored by specialty coffee professionals for its precision and consistency. Head roaster Craig Deahl oversees all production, roasting, and green coffee buying, ensuring quality control from sourcing through fulfillment. Orders are fulfilled within one business day, Monday through Friday, with fresh roasting conducted every Wednesday on a standard schedule.

Superlost Coffee positions itself firmly in the specialty and third-wave coffee segment, with a strong emphasis on traceability and origin transparency. The company markets its coffees with detailed provenance information, arguing that the more a consumer knows about where a coffee originates, the higher the quality of that coffee is likely to be. This philosophy directly challenges commodity blending practices common in mass-market coffee, where origin information is intentionally obscured. Superlost uses approachable data presentation and custom artwork to communicate origin stories to consumers who may not be familiar with specialty coffee terminology.

The company operates under a self-described 'Beyond Fair' sourcing model, committing to pay coffee producers above Fair Trade minimum prices. This reflects a direct trade orientation that prioritizes farmer compensation over cost minimization. The company explicitly states that Fair Trade minimums are insufficient and positions its pricing practices as a differentiator within the ethical sourcing space.

Superlost's product lineup includes a range of roast profiles and single-origin offerings. Notable products include Dark Matter (a dark roast), Supernova Espresso, Supernatural, Solo Sabado, and a numbered Coffee of the Month (COTM) series featuring specific producers and processing methods — such as anaerobic washed Pink Bourbon from producers like Robinson Rivera. The company also offers an Instant Coffee Concentrate in a squeeze bottle format, expanding its product range beyond whole bean and ground offerings into convenience-oriented formats.

A distinctive element of the brand is its partnership with artists. Each coffee is paired with original artwork created by Partner Artists who taste the coffee and illustrate whatever it inspires. Superlost compensates these artists above market rates, reinforcing a brand identity that merges specialty coffee culture with visual art and creative expression. Co-founder David Roa, who has a background in finance, Google, NYSE IPO analysis, and ad tech, leads operations and creative direction, while Craig Deahl brings a background in advertising and art direction to the product and production side.

The company sells direct-to-consumer through its website with free shipping, no order minimums, and a loyalty rewards program offering 5% back on purchases. With over 400 customer reviews and consistently high ratings across its product line, Superlost has established a loyal repeat-purchase customer base in the specialty coffee direct-to-consumer market.