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A community built around the belief that coffee is more than a daily habit. It’s a ritual, and the people who love it most are its greatest story-tellers.

FRIENDS OF ROSSO

We created this program to formalise something that was already happening organically: passionate coffee people - creators, baristas, competitors, and entrepreneurs - sharing their love for Rosso coffee with the communities around them.

Friends of Rosso gives that name, a structure, and the support it deserves.

Being a Friend of Rosso is about belonging, not perks. Ambassadors are the human extension of Rosso beyond our roastery and cafés—bringing our coffee into homes, competitions, corner cafés, and communities around the world. They aren’t paid spokespeople, but real people with a genuine connection to the craft and to Rosso, representing our values through how they live, work, and share coffee every day.

  • FREE COFFEE

    This product seeding is the core of the program, with no mandatory posting required; while we enjoy seeing what ambassadors brew, it is never an obligation.

  • PERSONAL DISCOUNT CODE

    Every ambassador receives a personal discount code. This code is theirs to use and to share freely with their audience, friends, and community.

  • SALES COMMISSION

    Ambassadors who choose to opt into the program earn a commission on every sale made through their unique code. This is entirely optional.

What We Ask of You

This is a relationship, not a contract. We don’t have a list of deliverables, a posting schedule, or performance metrics. What we ask is simpler than that

Be genuine. Share your honest experience with our coffee — the good and the “could be better.” We trust your voice.

Be present. Engage with the community when it feels natural — at events, in conversations, through your content.

Be a real ambassador. Represent Rosso the way you’d want someone to represent something you built — with care and authenticity.

Who Is Eligible?

Friends of Rosso is open to anyone with a genuine love for specialty coffee. There is no minimum following size and no gatekeeping.

  • Any platform. Any following size.

    • Coffee content creators on Instagram, TikTok, YouTube, or any platform
    • Food and lifestyle creators whose audience intersects with specialty coffee
    • Bloggers, newsletter writers, and long-form content creators
    • Home brewers who share their process, even casually and without a large following
    • Anyone curious to try Rosso for the first time and share their honest experience

  • Barista Championship. Brewers Cup. Latte Art. Any discipline, any level.

    • Baristas actively competing or training for any competition discipline
    • Past competitors with experience on the regional or national circuit
    • Judges and industry professionals connected to the competition world
    • Those using competition as a pathway to developing their coffee career

  • Cafes. Roasters. Importers. Baristas. Anyone building within coffee.

    • Baristas working at Rosso cafe partners or independent specialty cafes
    • Cafe owners and operators who love and serve Rosso coffee
    • Coffee roasters, importers, and others working in the supply chain
    • Anyone building a business or career within the specialty coffee world

VISIT OUR FRIENDS

SOUND LIKE YOU?

The application asks you to share who you are, what your coffee world looks like, your brew habits and interests, and what you’re hoping to get from the program. There’s space for social handles and content examples if you have them, but none of it is required. We’re more interested in your relationship with coffee than your metrics.

APPLY NOW