The Guild of Coffee
Global consultant and connector
Cape Town based consultant working at the intersection of coffee, tea, sales/service, water (H₂O), education, and empowerment
Connecting people and building businesses through sustainable strategies and meaningful partnerships across Africa and beyond. Coffee & tea are the greatest products to bring people together.
About Guild of Coffee's Director, Richard Kellond
From Sales & Service - Coffee to Connection - A Journey of Empowerment
I’m Richard Kellond, a consultant working at the intersection of coffee, sales/service, water (H₂O), education, and empowerment. Based in Cape Town but working globally, I partner with organizations and entrepreneurs who want to grow with purpose, build resilient systems, and create real impact in their communities.
Over the past 13 years, I’ve helped build some of South Africa’s most recognizable coffee ventures and world class baristas. As a partner of Truth Coffee, I was part of the team that took the brand from start-up to international acclaim — a journey shaped by strategic sales leadership, premium service, and a commitment to world-class delivery.
I brokered the landmark collaboration between Truth Coffee, Tribe Coffee, and Origin Coffee — uniting some of the country’s most influential brands to advance South Africa’s specialty coffee culture.
I founded the Guild of Coffee, a barista training academy that equipped hundreds of people with high-level skills, and the African School of Coffee, a platform designed to bring professional training and industry development to underserved communities.
Collaboration & Training
Building Excellence
In 2020, I launched Dark Knight Coffee, a brand that blends luxury and accessibility, winning a Gold Medal at the Aurora International Taste Challenge. Earlier in my career, I built Crystal Direct into South Africa’s leading crystal glass company, transforming it from a niche importer into a national retail leader.
My strength lies in building great teams and forging meaningful partnerships.
Consulting services
My focus today is on consulting, sales & service, connecting, and co-creating with clients across Africa and beyond. I work with businesses, NGOs, and events on:
Business development in the coffee and tea industries
Sales & service strategy
Water access and sustainability initiatives
Educational program development
Community empowerment projects
Event strategy & sponsorship brokering
Whether launching a new brand, building a team, training service staff, or connecting strategic partners, I bring over 30 years of entrepreneurial and operational experience — across hospitality, retail, film, manufacturing, and social enterprise.
I believe real growth comes from shared knowledge, good questions, clear intention,
great team and strong human connection. That’s what I’m here to offer.
Let’s build something meaningful together.
Projects & Partnerships
GET IN TOUCH
To Find Out More
At Guild of Coffee, we believe great coffee, water, and tea businesses are built on strong connections. Beyond sales, sourcing, and training, our focus is on people – bringing the right knowledge, networks, and support to help your business grow. Let’s connect and explore how we can work together.