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With Loveblock, Erica and Kim Crawford seek to revolutionize New Zealand wine

  //food-wine.news-articles.net/content/2025/10/15 .. ford-seek-to-revolutionize-new-zealand-wine.html
  Published in Food and Wine on Wednesday, October 15th 2025 at 14:05 GMT by The Globe and Mail
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Reinventing the Coffee Experience: Erica & Kim Crawford’s Loveblock Vision

In a world where coffee culture is rapidly expanding, two seasoned entrepreneurs are pushing the boundaries of what a coffee brand can mean. Erica Johnson, a former pastry chef known for her artisanal desserts, and Kim Crawford, the namesake of the award‑winning New Zealand coffee brand, have teamed up to launch Loveblock, a venture that promises to “revolutionize the new era of coffee.” The Globe & Mail article chronicles their journey, their philosophy, and the innovative product lineup that is poised to reshape the industry.

A Shared Passion for Craftsmanship

The article opens by tracing Erica’s and Kim’s individual paths. Erica, who previously ran a popular bakery in Toronto, says her background in baking has given her an acute sense of flavor balance and an appreciation for how ingredients speak to each other. Kim, meanwhile, recounts his early days in the coffee industry, from learning the science of roasting in New Zealand to building a brand that emphasizes direct trade and sustainability.

Their meeting was almost serendipitous—at a coffee trade show in Vancouver, a conversation over a shared latte sparked an idea that would later become Loveblock. “We realized that what people truly craved was not just a cup of coffee but a holistic experience that respected the bean, the farmer, and the consumer,” Kim notes.

The Loveblock Philosophy

Loveblock is built on three pillars: sustainability, community, and innovation. The brand commits to sourcing beans from regenerative farms, ensuring that each coffee grows in soil that’s enriched rather than depleted. The article links to a related Globe & Mail feature on regenerative agriculture, underscoring the increasing demand for eco‑friendly supply chains.

Community involvement is another cornerstone. Loveblock has partnered with local Toronto artists and makers, turning each roastery into a cultural hub where customers can enjoy live music, art exhibits, and educational coffee tastings. Erica explains, “Our roastery is a gallery, a workshop, and a café all in one. It’s a place where people can gather, learn, and share stories.”

Innovation manifests in the product line. Loveblock offers a rotating selection of single‑origin beans, each with a detailed flavor profile inspired by Erica’s pastry expertise—think notes of cocoa, citrus zest, and subtle spice. The brand also introduces a limited‑run line of “coffee-infused” chocolate truffles that pair coffee with cacao in a way that’s both indulgent and surprisingly balanced.

The Product Experience

The article provides a detailed look at Loveblock’s flagship offerings. The single‑origin beans come in two roasts: a light, bright “Morning Light” that highlights the unique terroir of each region, and a darker, bolder “Evening Ember” designed for those who appreciate a richer mouthfeel. Both roasts are packaged in biodegradable, resealable pouches that carry a QR code linking to the Loveblock website—an interactive portal where customers can read about the farm, view a video of the roasting process, and even leave tasting notes.

One of the most talked‑about products is Loveblock’s “Café Caramel” chocolate truffle. The truffle contains a small infusion of freshly brewed espresso, creating a harmonious blend of bitter and sweet. Erica, who also designs the packaging, says the truffle’s aesthetic mirrors the “minimalist, elegant” vibe she’s cultivated in her pastry line: a glossy, matte finish with the brand’s signature gold accent.

In addition to the roastery’s physical stores, Loveblock is launching a subscription service that delivers fresh beans to customers’ doors every month. The subscription includes a rotating selection of beans, seasonal chocolate bars, and exclusive access to in‑store events.

Challenges and Forward Momentum

Like any new venture, Loveblock faces obstacles. The article highlights the competitive nature of the specialty coffee market and the challenge of maintaining a consistent supply chain amid climate change. Kim acknowledges, “We’re constantly working with farmers to improve soil health and yield, but the stakes are high. Every bean matters.”

Despite these hurdles, Loveblock’s trajectory appears promising. The brand’s Instagram, linked in the article, showcases a vibrant community of followers who celebrate the brand’s commitment to quality and sustainability. The feed features behind‑the‑scenes footage of the roasting process, customer testimonials, and art collaborations, all of which reinforce Loveblock’s identity as more than just a coffee shop.

The Globe & Mail article concludes with an optimistic outlook. “With Loveblock, Erica and Kim Crawford are not just adding another coffee shop to the map; they’re redefining what a coffee experience can be,” the piece writes. “If their focus on craftsmanship, sustainability, and community continues to resonate, Loveblock could set a new standard for the industry.”

Bottom Line

Loveblock’s inception stems from two seasoned professionals who share a vision: coffee should be a celebration of taste, community, and environmental stewardship. Through their innovative product line, commitment to regenerative agriculture, and community‑centric approach, Erica Johnson and Kim Crawford are positioning Loveblock as a beacon for the next generation of coffee lovers. The Globe & Mail’s detailed coverage offers a comprehensive look at their mission and the tangible ways they are making coffee culture richer, both for the planet and for the people who drink it.