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Greensboro, North Carolina, North Carolina · Specialty Coffee Brand Deep Dive

Fortuna Coffee

Editorial sacred-geometry artwork for Fortuna Coffee; not a documentary photograph
IndependentRoasts its own coffeeSourcing: Farm level
TagsFortuna CoffeeNorth Carolina coffee roastersTanzaniaHondurasNicaraguaBrazilBurundiColombiaMexicoKenyaPapua New GuineaIndonesiaIndependentFarm level
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Fortuna Coffee is a Greensboro-based roaster and comprehensive coffee supply company that provides a wide range of services including equipment, interior design, and consulting. They focus on roasting coffee to order to ensure freshness and maintain a large catalog of single-origin beans and custom blends. The company serves as a full-scale partner for coffee shops and restaurants, offering solutions from initial concept to operational completion.

Ownership
Fortuna Coffee is an independent, family-owned business founded by Elisabetta Massa and Nasi Kajana. It operates as part of Fortuna Enterprises, LLC, a comprehensive coffee supply and design firm.
Founded
2000
Roasting
Reported to roast in-house.
What it's known for
Fortuna is known for being a one-stop shop for the coffee industry, providing everything from specialty roasted coffee to commercial kitchen design, equipment, and consulting services. They are recognized for their 'concept to completion' business model and roasting coffee to order for both wholesale and retail customers.
Sourcing countries
Tanzania · Honduras · Nicaragua · Brazil · Burundi · Colombia · Mexico · Kenya · Papua New Guinea · Indonesia
Farm-level sourcing
The brand sources coffee from over 20 countries and emphasizes traceability, stating that their coffees can be traced back to the individual families and farmers. They utilize a mix of direct trade agreements and relationships with conscientious brokers to procure their beans. Their catalog includes a wide variety of single-origin microlots alongside numerous custom blends.
Notable coffees
  • — Tanzania Mondul Estate
  • — Honduras COMSA Marcala
  • — Nicaragua San Juan del Rio Coco
  • — Brazil Legender Especial
  • — Colombia Nariño Aponte
  • — Papua New Guinea Timuza
Sources used in this deep dive
Research disclosure — this profile was compiled from public online sources on 2026-11-04. This company overview is not a tasting review. Original tasting reviews are labeled separately when they exist. Ownership, roasting and sourcing details are attributed to documented sources. While the brand claims traceability to the family and farmer level, specific names of individual farmers or washing stations are not consistently published for every single-origin offering on their public website.

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