ABOUT THIS EPISODE

What does it actually take to run a purpose-driven business? Not talk about it — actually do it? Abdullah Ramay, CEO of Pablo & Rusty's Coffee Roasters, has a clear answer: start with great coffee. Purpose is an AND statement, not an OR statement. And if the product isn't excellent first, purpose can't carry it.
In this conversation, Abdullah shares his unconventional journey from Pakistan to Canada to Sydney — and how a part-time accounting role at a small Sydney roastery changed everything. He talks about what it means to steward a purpose-led business built by someone else, why the Australian cafe industry is facing a crisis hiding in plain sight, and what he believes is possible when the next generation of leaders stops treating profit and purpose as a trade-off.
On the day we recorded, Pablo & Rusty's had just released their 2025 Impact Report — five years of public accountability in action. The ambitions inside it are audacious for a business of their size. This conversation brings those ambitions to life.

WHAT WE COVER

• Why love is necessary but not sufficient — and what else purpose-driven leaders need
  Abdullah's journey from Pakistan to Canada to Sydney, and the part-time job that changed his plans
• The GFC, Sarbanes-Oxley, and the seeds of a values-led career
• Why Pablo & Rusty's describes itself as a coffee company first
• The 2030 goals: $1 million to 1% for the Planet, a regenerative blend, and Science Based Net Zero
• How P&R builds shared goals — and why vigorous disagreement is part of the process
• The coffee value gap: why Australian espresso prices are roughly 40% below the OECD average and what's at stake for cafe culture
• Why being busy is not the same as being profitable
• Profit and purpose as AND statements — not OR

ABOUT ABDULLAH RAMAY

Abdullah Ramay is the CEO of Pablo & Rusty's Coffee Roasters, a B Corp certified, Carbon Neutral Organisation and 1% for the Planet member based in Sydney. He is a recognised industry leader and advocate for the specialty coffee industry, particularly around sustainable cafe economics and the coffee value gap. Beyond his executive role, Abdullah serves as a non-executive director of the Westmead Hospital Foundation and as a board member of ARCA (Australian Restaurant and Cafe Association). He advises early-stage startups and mentors emerging leaders across business, technology, and purpose-driven leadership.

RESOURCES & LINKS MENTIONED

• Connect with Abdullah on Linkedin
• Pablo & Rusty's website
• Pablo & Rusty's 2025 Impact Report
• Abdullah's LinkedIn article — Lessons in Purpose
• Let My People Go Surfing — Yvon Chouinard, Patagonia
• The Five Dysfunctions of a Team — Patrick Lencioni
• 1% for the Planet
• Episode 66 — Saxon Wright, Founder, Pablo & Rusty's

WORK WITH CAROLYN

Carolyn Butler-Madden works with leaders and organisations on how purpose becomes a powerful driver of trust, performance, and resilience. She speaks at leadership conferences and company events about how purpose shows up where it matters most — in leadership, culture, and strategy — helping organisations grow with clarity and confidence in a changing world.

Keynote speaking: Carolyn Butler-Madden

Consulting: The Cause Effect