FiXX Coffee logo celebrating twenty years in business.

FiXX at XX

The Origins

It all started over a coffee (ironically) in 2003 between three pals: the then-Cuban Ambassador to Ireland, Teresita Trujillo, Guy Hancock, the owner of the Decent Cigar Emporium in Dublin, and myself (Anne Abberton). 

While working overseas in the travel industry for 10 years plus, I witnessed a coffee culture I had not been exposed to growing up in Ireland. I grew to love what it represented and how it helped people connect. Everything revolved around meeting for coffee; whether for business or social reasons, things happened over coffee. This simple ritual of drinking coffee did not discriminate—regardless of background or social status, coffee was accessible to all.

Teresita, the first Cuban Ambassador to Ireland, was keen to build trade between Cuba and Ireland. She knew Guy, who was already trading with Cuba by importing Cuban cigars and suggested the importation of coffee as a potential new trade venture. The intention was for Guy and I to both be involved in this new coffee business, but it did not work out that way. Guy invested in the coffee business but continued working full-time in his cigar business. 

I was ready for a new adventure, combining my love for travel with my newfound obsession: coffee. I took a leap of faith, leaving full-time employment to pursue my passion. Becoming one of the first clients at the London School of Coffee, I proactively educated myself. Immersing myself fully in the world of coffee, I made regular trips to Cuba throughout 2003 and 2004, diligently working until all necessary contracts and logistics were in place. My efforts culminated in the successful introduction of premium Cuban coffee to Ireland and the UK markets in 2004.


The Milestones

2004: Cafe de Cuba was the initial brand name (business name Hancock & Abberton), and we had our first coffee sale in 2004.

2007: We expanded the scope of the coffee supply from Cuba to establish our own Coffee brand, FiXX. Two additional shareholders were added to fund this change of direction. 

2008: The Bald Barista Cafe proudly serves our newly established FiXX coffee, a fitting tribute to its owner, Buzz (aka The Bald Barista). Buzz played a crucial role in developing the initial FiXX blend, ensuring it met both our taste standards and market demands. Today, he continues to operate one of Dublin's most successful cafes, still serving the beloved FiXX Classic Blend that has become a staple for coffee fans.

2010: FiXX Coffeehouse opened. Our own branded Coffeehouse made a significant impact on Dublin's vibrant café scene. Located on Dawson Street, our 90-seater café became a popular destination for coffee enthusiasts. In addition to the café, we expanded our reach with a mobile unit that operated at various festivals and sporting events. Our dual presence in a fixed location and on the road enabled us to build a strong brand reputation and loyal customer base. 

2016: NAMA (National Asset Management Agency) became our landlord, and the building was earmarked for development. We had to vacate the premises. 

2017: No longer operating a cafe, the business model was simplified to B2B and B2C online, and that is how we operate today. (I bought out all shareholders at this time). 

2018: A complete rebrand gave FiXX the visual identity that continues today. We also took this opportunity to add to our core coffee range. Today, the FiXX family of coffees offers excellent choices and finds a home in any environment where quality counts.

2024: Marking 20 years in business, pausing to celebrate and take the opportunity to thank   

  • Our coffee suppliers - who are consistent in both quality and supply, allowing FiXX to operate with confidence in the marketplace.  
  • Our trusted partners - in all that we do to operate, from logistics to design - we can't do it without you.
  • The initial shareholders - who helped fund the venture (special recognition to Guy Hancock R.I.P. - 2021)
  • The FiXX team - both past and present, who keep everything (and the coffee) brewing every day. 
  • Our customers (YOU) - the lifeblood of our business. Whether you serve FiXX coffee as part of your business, feature FiXX on your shelves for resale, have a daily FiXX with colleagues in the office, or partake in a home-brewed FiXX, THANK YOU, one and all.


It's incredible to see how the coffee industry has evolved over the years, expanding beyond traditional roles and creating a plethora of career opportunities. This growth has been driven by increased consumer interest and innovations in coffee. FiXX operates in an industry where things are continuously evolving, and demand for the product remains buoyant. We are very much looking forward to the next FiXX chapter.


The Learning

Twenty years in business does teach you a thing or two…. or twenty! These are a few that work for me.


1. Stay in your lane. We cannot be all things to all people; decide on what your core business is, stick to it, and, more importantly, excel at it.

2. Persistence is paramount. Owning a business is rewarding but also challenging

3. A strong culture sustains a company, not just growth and profits. 

4. Service, service, service, always place delivering value before profit. If the service is right, the rest will follow.

5. Think win-win-win. Creating a business model that benefits all stakeholders. When employees, suppliers, partners, and customers feel valued,  business becomes more supportive and collaborative. This approach fosters loyalty, enhances reputation, and promotes long-term growth.

6. Hire interesting, inspired, and passionate people who have a great attitude. Encourage growth, share opportunities, and help your team succeed. When it's time for someone to move on or grow into new roles, offer support. Always be on the lookout for new talent, even if you don't have an immediate need.

7. Know your financial numbers…. inside and out, every day. Secure money before you need money.

8. Expect the unexpected.  We hope and work for things to go well, but that is not always how it pans out, so be as prepared as you can for the unexpected. Strive for agility in your business.

9. Celebrate the wins. Success is a long game. The journey you set out on may not be the one you end up on. Challenging days always pass. And when the good days happen, celebrate them. 

11. Surround yourself with the right people. If you are a business owner, you need to be able to ask for help. Find a business coach/mentor and/or network that works for you. It's important and rewarding to have a tribe to share with and learn from. 

12. Every touch point—email, phone call, in-person—is important. No matter how small, each interaction reflects the company and its values. These moments are opportunities to act as ambassadors for the brand, showcasing professionalism, courtesy, and dedication.

13. Do what's right. Good karma in business is fundamental. Be a human being first. All business interactions have a people element, and everyone deserves respect. Don't just chase the money. Focus on being the best in your space and continuously strive to provide value. When you do the right things, opportunities and financial success follow.

14. Continuous learning. Committing to continuous learning ensures we remain competitive and innovative in a dynamic business landscape. Taking on board our customers' feedback helps us learn how to improve. Staying informed, being curious, and embracing the reality that there is always more to learn in business (and coffee).

15. You won't always have a solution ……. but a solution always comes. 

16. Building a brand takes time. Engage consistency in all that you do.

17. Success is different for everyone – know what it looks like for you (not others).

18. Give back, give forward and remember those who helped you on your journey

19. A sense of humour always helps.

20. Drink coffee every day. 


  • Anne Abberton

Anne Abberton is CEO and founder of FiXX.

Entering the coffee business initially as a coffee importer and distributor by setting up her own business in 2004, Anne has since delved into many aspects of the industry.