Esther Singer Launches Segara Coffee in Reno

The new roasting company specializes in direct-to-consumer and wholesale Indonesian arabica coffee imports.

Updated on Oct. 16, 2026 in Coffee

Flat opaque gouache-painted editorial illustration of a burlap sack filled with roasted coffee beans on a wooden table, representing artisan coffee imports. — Segara Coffee, a new Reno-based roasting company founded by Esther Singer, has begun importing specialized Indonesian arabica cultivars to the United States market. AI Illustration. Upload story photo >

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Esther Singer launched the Reno-based roasting company Segara Coffee in 2025. The business focuses exclusively on importing Indonesian arabica cultivars to the United States.

Why it matters

The company aims to bridge a market gap by introducing specific Indonesian coffee cultivars and processing methods that were previously unavailable to American consumers. Singer established the venture after spending a decade researching local soil ecosystems and building direct relationships with regional producers.

Esther Singer dedicated 1 decade of research to studying Indonesian soil ecosystems and coffee cultivars. The company operates through a dual model of direct-to-consumer online sales and wholesale distribution.

The players

Esther Singer

She is the founder of Segara Coffee and a former scientist at Lawrence Berkeley National Laboratory who previously served as a director at Twist Bioscience.

Segara Coffee

This Reno-based company specializes in the importation, roasting, and distribution of Indonesian arabica coffee beans.

The details

Founder Esther Singer leverages her background as a former scientist at Lawrence Berkeley National Laboratory and director at Twist Bioscience to manage the supply chain. By maintaining direct relationships with producers in Indonesia, the firm imports specialized beans that have not historically reached the United States market.

2025: Esther Singer officially launched Segara Coffee in Reno.

Culture Shift

Segara Coffee reflects the broader movement among boutique roasters to bypass traditional supply chains in favor of direct-trade partnerships. This shift highlights a growing consumer demand for transparency and unique, single-origin products that bypass standard commodity importers.

Reno residents and coffee enthusiasts now have local access to previously unavailable Indonesian arabica bean selections. Consumers can purchase these products through the company website or through local wholesale partnerships.

The takeaway

Direct-trade coffee models provide consumers with higher quality beans while ensuring better equity for international farmers. Interested buyers can seek out niche roasters who prioritize origin-specific research to improve the overall quality of their morning cup.