Founded in 2017 after several years working in coffee and cocoa traceability, Dan Webber was inspired by how much work goes into producing a high-quality cup of coffee. However, he saw first-hand the significant challenges faced by producers, and inequalities within the coffee supply chain. In the coffee industry, much of the value is captured by intermediaries and middlemen, rather than the growers and producers themselves. After returning to the UK, he brought in his first batch of coffee directly from friend and Kenyan coffee agronomist Robert, and began testing and tweaking coffee recipes.