ONESTO – Honest Premium Coffee

Artisan Roasters AG is a Swiss-based specialty coffee roastery focused on premium, sustainable coffee. We exclusively produce certified ONESTO organic and Fairtrade coffee. After successfully establishing the ONESTO brand in Switzerland, we are now entering the German market.

Having achieved break-even in Switzerland, we are not only profitable but also well-positioned for international expansion. We have successfully tested our e-commerce and fulfillment processes in Konstanz, Germany, to ensure operational readiness.

ONESTO combines uncompromising quality with a clear mission: to make sustainable coffee a mainstream pleasure – and build a highly scalable business. The market is huge. Demand is rising. Now is your chance to join us.

«Direct confrontation with the consequences of global trade based solely on profit maximization led me to found ONESTO. I saw firsthand how little of the global added value actually reaches the people who create it. I could not accept being part of a market based on exploitation that simultaneously celebrates a glossy lifestyle to the outside world. Unfortunately, this is standard in the coffee industry. ONESTO is my answer to this! It's a company that thinks economically – but responsibly.»

Fox Hardegger, Founder and CEO of ONESTO

Our Secret - Let’s Be Honest

ONESTO stands for premium, sustainably produced coffee – organic and Fairtrade certified, hand-crafted in Switzerland. It is already nationally listed at Coop, Migros, Farmy, Brack, Galaxus and various independent outlets. Positioned as «the honest premium coffee», ONESTO has achieved consistent growth even in a competitive market – thanks to a scalable multi-channel strategy and strong marketing execution. The brand resonates with consumers through quality and authenticity and is firmly established in both B2C and B2B segments.

ONESTO means «honest» in Italian – and that’s what we live by. For us, sustainability is not a trend; it’s the foundation of everything we do. Our coffees are traditionally drum-roasted by hand – a process requiring time, experience, and passion. The result: low-acid, full-bodied coffee that not only tastes exceptional but also feels right.

We aim to do things right – holistically and sustainably. And we believe true sustainability only works if the business is economically successful. That’s why we consistently combine ecological and social responsibility with profitable operations.

Market Potential

ONESTO targets an annual revenue potential of CHF 60 million in the growing sustainable coffee segment:

Switzerland:
In a CHF 3 billion coffee market, an estimated 10% is sustainable.
ONESTO aims for a 12% market share in this segment – equal to CHF 36 million potential.

Germany & Austria:
Combined market size of approx. CHF 7.8 billion. Estimated 10% sustainable = CHF 780 million. With a target market share of 3%, ONESTO’s potential is CHF 23.4 million p.a.

With national traction, growing online sales, and initial international momentum, ONESTO is strategically positioned to capture this potential.

Sources: Deutscher Kaffeeverband, Cafetier Suisse, Fairtrade Max Havelaar, Euromonitor, GfK, Bio Suisse, Nielsen

Why ONESTO Works in Germany

ONESTO brings a proven Swiss success story to a German market that shows strong demand for organic and Fairtrade products – but lacks emotionally resonant premium everyday coffee brands.

ONESTO delivers:

• Proven market acceptance through listings at Coop and Migros Premium quality at a fair price – aligned with German middle-class values
• A distinctive brand story that provides consumer orientation
• A scalable multi-channel model from online to retail
• Enjoyment without compromise – an increasingly important argument in the organic sector

With strong marketing and sales capabilities, ONESTO is ready to conquer the German market – just as it did in Switzerland.

Our Milestones

Since our founding, we’ve celebrated significant achievements:

2021

• Rebranding to «ONESTO Kaffee»
• New webshop
• Launch of ONESTO ESE Pads
• «Seemannsgarn» marketing concept

2022

• Listings with farmy.ch and Galaxus
• Fairtrade Award 2022
• Launch of compostable ONESTO capsules

2023

• National Coop listing
• Pilot listing at Migros
• New roasting equipment
• Strategic focus on retail and B2C

2024

• National listing at Migros
• New packaging machinery
• ONESTO Germany pilot phase
• Break-even

Why Invest?

Investing in ONESTO means investing in a future-proof vision. Our mission is to make top-quality, dual-certified coffee an everyday product – while delivering outstanding returns to our shareholders. Following our successful market entry in Switzerland and having reached break-even, we’re now scaling into the German market.

In the current funding round, you have a unique opportunity to purchase shares. The public offering starts June 16. By registering for the pre-sale, you gain exclusive early access to the full investment package and can subscribe under preferential conditions.

As a shareholder, you acquire equity with strong return potential, dividend rights, and join a movement that’s making the coffee world more sustainable.

Use of Funds

Your investment will finance:

• New online shops for Switzerland and Germany
• Performance marketing in both markets
• Development of strategic retail partnerships in Germany (e.g. Edeka, Rewe, Alnatura)
• Expansion of production capacity in Switzerland and Germany
• Logistics optimization
• Margin improvements through process efficiencies

Why We Want You as a Co-Owner

We deliberately chose this path because we know the value of our fast-growing community. Every day we feel the passion for ONESTO, the support of our customers, and the loyalty of our followers.

Join us in shaping the future of ONESTO – a future of honest success that proves that real economic performance and lived sustainability can go hand in hand.

Management Team

From left to right: 
Fox Hardegger (Founder/CEO), Anh Hardegger (Master Roaster), Christian Sager (Finance), Richy Hafner (Marketing & Strategy)