Sam Keck is the Managing Director and co-founder of the Commonfolk Group on Victoria’s Mornington Peninsula. Across cafes, roasting, green importing and the charity The Cup That Counts, Sam has helped build a coffee business that connects what happens at origin with what customers brew at home. Commonfolk’s venues have developed simple, effective retail systems that sit comfortably alongside busy cafe service. Through their wholesale network, Sam and the team have worked with hundreds of partners to design and refine retail programs, from layout and product mix to pricing, staff training and storytelling, helping them grow take-home sales in a way that feels natural, profitable and true to their brand.