Innovation

Lost Aviator Coffee’s innovative approach centers on ethically sourcing coffee beans from trusted suppliers, focusing on small-scale farmers who may lack access to costly certifications. By building long-term partnerships with reliable, high-quality suppliers, Lost Aviator avoids what co-founder Steve describes as the “gatekeeping element of some of these certifications.” This strategy allows them to prioritize the ethical sourcing and quality of their coffee, creating opportunities for small farmers to contribute without bearing the financial burden of certification. Steve explains, “There’s a lot of greenwashing right out there … things we could have done that are performative … but we don’t do it because it actually doesn’t do good.” Instead, Lost Aviator emphasizes sustainability, trust, and fair economic opportunities—practices that align with the United Nations Sustainable Development Goals (SDGs).

Their direct sourcing model supports SDG 8 (Decent Work and Economic Growth) by promoting fair labor practices and empowering farmers in developing regions. Additionally, Lost Aviator’s approach aligns with SDG 12 (Responsible Consumption and Production) by fostering sustainable farming practices and minimizing environmental impact. Lost Aviator’s focus on authentic impact over mere image reflects dedication to fostering a more transparent and equitable coffee supply chain.

Through this model, Lost Aviator Coffee not only produces high-quality coffee but also redefines ethical sourcing standards, contributing to a better world through responsible, people-centered business practices.

Inspiration

Steve and Adam, lifelong friends and both airline pilots, unfortunately lost their jobs as a result of the COVID-19 pandemic. Trying to navigate an unprecedented challenge, and losing their lifelong dream jobs, the two considered starting their own business and quickly fell in love with the idea of a coffee company. Born out of necessity as much as passion, Lost Aviator went from business plan to first bag of coffee sold within only four months.

The “Lost Aviator” identity comes from Steve and Adam’s lived experiences not only as pilots, but as lifelong aviation enthusiasts. Steve told us about his grandfather who flew in World War II, and how being a pilot was in his blood. The pair brought that passion to their company and that authenticity became part of how they do business and why they incorporate sustainability. In Steve’s words, from the onset, Lost Aviator wanted to “put up something better in the world, [...] we don’t want to be adding more negativity” and shared his and Adam’s desire to be the employers they would want to work for.

A key part of this mindset was building trust, particularly with suppliers. With a global pandemic, Steve could not go to coffee farms to see any product; instead him and Adam relied on strong, personal relationships with suppliers to get the best value beans from farms doing business the right way, sticking to the company’s original goal to “keep the supply chain as clean and tidy as possible”. This authenticity and trust ingrained in the business has built a company trusted by both its employees and its customers, developing a positive presence in its community that grows every day.

Overall impact

Lost Aviator’s innovative, ethical brewing model has made a positive impact on sustainability, society, and the environment, while also supporting growth and resilience through challenging times. By partnering with quality, trusted, ethical, small-scale suppliers, Lost Aviator ensures their coffee is responsibly sourced, allowing them to roast beans in-store and deliver a premium product. This approach not only enhances freshness and quality but also enables them to sell their coffee in ground form across the world, reaching a global customer base and creating new economic opportunities for their suppliers. Their proactive efforts to keep costs down while maintaining high standards allow consumers to enjoy Lost Aviator coffee at a fair price.

In addition to ethical sourcing, Lost Aviator’s commitment to paying employees a “living wage… above market rates for baristas” and fostering an inclusive work culture has attracted skilled, loyal workers. The company’s inclusive hiring philosophy—“We employ every[one]...we just want good people…from all walks of life…it doesn’t really matter…and they’re all good people”—fosters an equitable work environment and aligns with SDG 10, which advocates for reduced inequalities in employment.

Through their in-store roasting and global distribution, Lost Aviator is building a more transparent and responsible coffee supply chain. This commitment to quality, fair pricing, and inclusivity demonstrates their dedication to ethical business practices that contribute positively to society and support United Nations Sustainable Development Goals, particularly SDG 8 (Decent Work and Economic Growth) and SDG 12 (Responsible Consumption and Production).

Business benefit

By building strong relationships with their suppliers and their communities, Lost Aviator has weathered a very challenging time to start a business and they have flourished through many setbacks. They have nearly doubled their revenues every year in operation and operate two popular locations in Guelph, as well as a thriving online storefront that was a key income stream during the pandemic. By appealing to both the local community and the greater aviation community, they have found a loyal customer base. Steve says “I walk everywhere […] see my hats, my shirts, and stuff like that, so obviously, the brand's getting out there, is resonating with people… I've got people all over the world messaging me resonating with the brand”. They have shipped products to every continent except Africa, including receiving photos of their products at the South Pole.

Bringing trust and authenticity in as a core tenet of the company has built a level of trust with customers that has allowed Lost Aviator to continue to thrive despite setbacks such as long-term construction in front of their main cafe location. Building this trust over many years, and “letting people come in and have faith in [our] brand” has led to Lost Aviator being recognized with Reader’s Choice and other awards voted on in local publications. It has also allowed them to broaden their horizons in coffee, work with new suppliers and create interesting new products, such as coffee finished in spirit barrels. Lost Aviator’s mindset has brought them success so far and their desire and passion to continue to expand is evident.

Social and environmental benefit

A big part of Lost Aviator’s identity is rooted in pilot culture and the Golden Age of aviation. This authenticity in their brand comes through in their products, such as the special roast present in the store at the time of the interview. The Young Aces roast puts $1 per bag towards supporting the Royal Canadian Air Cadets, a youth program devoted to fostering a love of aviation in Canadian youth with many local squadrons. This is one of many collaborative roasts, with other groups like the Guelph Humane Society and the Guelph Heritage Society having been partners in the past. As Steve puts it, “we definitely support our community, our community supported us, so it would be foolish for us not to”, which reflects the same honesty, respect and trust that Steve and Adam had in mind when starting the business. Paying back the community in which they operate aligns closely with UN Sustainable Development Goal 11, helping to build more sustainable and responsible cities and communities.

Outside of the Guelph area, Lost Aviator partners with many coffee farmers and producers worldwide, and their main coffee blends are made with beans from Fairtrade and Rainforest Alliance certified farmers. However, Steve also explained that they shy away from being committed to only beans with these certifications, as he says: “a lot of, most of, the farmers in Nicaragua are too poor to be able to be able to get certified [...] So does that mean that I can't go buy their product? Is that fair to me? It's not.” By prioritizing trust with their suppliers, Lost Aviator has been able to do business and support many small farmers while still delivering an ethical and sustainable product, much in line with SDGs 8 and 12, helping to support smaller communities grow and ensuring responsible production of their product.

Interview

Steve Zago, Co-Founder