Nestled in the heart of Ammanford, Coaltown Coffee is more than just a place to get a delicious cup of coffee – it’s a business committed to its workers and community. During our recent visit, we sat down with members of the team to find out why they became an accredited Living Wage Employer.
About Coaltown Coffee
Coaltown Coffee is a specialty coffee roastery based in Ammanford, South Wales, with a mission to bring new industry and opportunity to the former mining community. Founded with a strong social purpose, Coaltown is dedicated to ethical sourcing, sustainable practices, and creating high-quality coffee. Their commitment to being a Living Wage Employer since 2021, is just one way they’re building a brighter, fairer future – one cup at a time. You can experience their coffee for yourself by visiting their roastery in Ammanford or their Espresso Bar in Pontarddulais – and don’t worry if you can’t get there, their coffee is available to order online, and they even offer subscriptions for regular deliveries.
Why did you decide to become a Living Wage Employer?
At Coaltown Limited, we’ve always believed in doing business the right way – with integrity, transparency and a genuine commitment to our people and community. Becoming a Living Wage Employer was a natural step for us. We wanted to ensure that every member of our team earns a wage that reflects the real cost of living, not just the minimum required by law. We see it as a core part of valuing our staff and recognising the essential role they play in our success.
What influenced your decision to pay the real Living Wage?
Our decision was shaped by both our core values and real-world experiences. As a business founded in a former coal-mining town, we’ve always been deeply aware of the importance of fair work and community resilience. Seeing the challenges faced by local families due to low pay reinforced our commitment to creating better standards within our industry. We’ve also been influenced by movements towards greater corporate responsibility and the idea that business can be a force for good.
Was it part of your organisation’s wider ethical and/or sustainability goals?
Absolutely. Paying the real Living Wage aligns closely with our broader ethical and sustainability goals. From sourcing coffee beans through direct trade with farmers to reducing our environmental footprint, we strive to build a supply chain that is fair, transparent and future-focused. Treating our employees fairly is a vital part of that mission – sustainability must start at home.
What impact have you seen on your employees since paying the real Living Wage?
The positive effects have been clear. We’ve seen improvements in staff morale and overall job satisfaction. Employees feel more secure and valued, which has translated into higher retention rates and a stronger sense of loyalty to the business. In terms of productivity, we’ve noticed a more motivated team, which has helped us maintain high standards across all aspects of our operation.
Have you noticed any benefits to your business since becoming a Living Wage Employer?
Becoming a Living Wage Employer has enhanced our reputation significantly. Customers increasingly want to support ethical businesses and being accredited gives them confidence in our values. We’ve also found that it opens doors when working with other like-minded organisations and partners who prioritise fair working practices. Internally, our team culture has grown stronger and externally, our brand stands out in a competitive market.
Have any staff shared how they feel about your accreditation?
Yes, several team members have shared how the Living Wage has made a real difference in their lives – from being able to afford the cost of living to feeling less stress about everyday expenses. For many, it’s also about the principle – knowing they’re working for an employer who genuinely respects and supports them. That kind of trust and respect is hard to measure but incredibly valuable.
Would you encourage other employers to become accredited and why?
Without a doubt. We believe every business has a responsibility to treat its employees fairly and becoming a Living Wage Employer is a powerful step in that direction. It’s not just the right thing to do morally – it makes good business sense. Investing in your people leads to a stronger, more resilient and more successful organisation. We’d encourage others to take the leap – your team and your community will thank you for it.
You can find out more about Coaltown by visiting their website: www.coaltowncoffee.co.uk
