Jericho Coffee Traders is expanding its caffeine empire with a new cafe at Oxford Castle.
The well-established family business started out in 2009 when James Armitage and partner Lizzie saw a Vespa ‘tuk-tuk’ for sale at the side of the road, and both thought: “That needs a coffee machine on the back of it!”.
They became the proud new owners of a 49cc Italian trike and Jericho Coffee Traders was born.
READ AGAIN: Profile: Jericho Coffee Traders' James Armitage
The company now has an espresso bar in High Street and a cafe and roastery on the Osney Mead industrial estate off Botley Road.
It also runs a pop-up cafe in the summer months at the Botanic Garden.
Now there is a new cafe opening at Oxford Castle on Thursday, with a 'soft opening' in advance.
The firm’s Instagram page says: “Oxford people! We are very excited to announce that we are opening a new cafe next week, at the castle opposite the iconic St George’s Tower. Come and see us!
“We’ll have a selection of sweet treats, savoury options and merch, and an awesome children’s corner so parents can drink their coffee in peace!”
Oxford Castle Quarter opposite the Westgate Centre was opened by the Queen in 2006 and is home to Prezzo Italian restaurant, the Slug and Lettuce bar, the Swan & Castle pub, Malmaison Hotel and Oxford Castle Unlocked museum.
Tourism bosses hoped that the revamp of the Westgate Centre in 2017 would boost footfall at Oxford Castle, with shoppers choosing to visit both.
A unit at the Castle site could become a tourist centre complete with virtual reality area.
The proposal is to use the former La Tasca tapas restaurant as a tourist ‘discovery centre’.
READ AGAIN: Plan for tourist centre at Oxford Castle
The arrival of a new cafe run by Jericho Coffee Traders will be a boost for the historic site, where the Malmaison is the big-name attraction.
Born and raised in Christchurch, New Zealand, James Armitage came to England in 2004 to study at the Royal College of Music in Kensington.
It was there he met Lizzie, and after college the couple moved to Winchester, and Mr Armitage joined the cathedral choir.
Then one day, his life changed forever again when he fell in love - this time with a Vespa scooter. The couple got married and moved to Oxford in September 2011 where Mr Armitage got a job as a rowing coach at Oriel College.
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They put an espresso machine on the back of the Vespa and went out to sell coffee in October 2011, on Magdalen Bridge. In April 2012, he moved the Vespa to Radcliffe Square, bought his first coffee roaster and started buying beans wholesale from South American and African suppliers.
In 2013, Jericho Coffee Traders started serving coffee in High Street, and opened the roastery and coffee shop in Osney Mead in 2017.
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This story was written by Andy Ffrench, he joined the team more than 20 years ago and now covers community news across Oxfordshire.
Get in touch with him by emailing: Andy.ffrench@newsquest.co.uk
Follow him on Twitter @OxMailAndyF
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