An introduction

We founded Morgon Coffee Roasters in Gothenburg, the summer of 2018. While Morgon is still a relatively young company, our team, consisting of Gabriella Sand, Christian Gullbrandsson and Markus Vestergaard has nearly 40 years of combined experience of working with coffee.

A motivating force behind coming together to start Morgon was the goal to run it as we would want our own favourite coffee roastery to run. For us that means roasting coffee that we enjoy ourselves, working long term together with producers we’ve known for years. That way we can make sure that we can purchase lots that all have the potential of being our latest favourite cup of coffee, ever. To get there we need to have common goals and an understanding of the wants and needs from both our and the producers side. That’s where things start to get special.

We’ve been excited to be a part of the coffee supply chain for a long time and we wanted folks to feel just as included and intrigued by it as we are. To get people excited to pay a fair price for their morning cup we want to try to catch their eye and keep their attention. 

Before coming together to start the roastery we worked together for years. Our combined resume contains everything from previously running a roastery, coffee bars, giving lectures on coffee, training baristas, coffee consulting and competing in most things coffee. Some of those competitions resulted in a bronze in roasting, two silvers in brewing and two gold medals in coffee tasting. On an international stage we’ve managed a top eight semifinalist placement in the World Cup Tasters Championship in 2016 and a team win for gold at the Nordic Roaster forum competition in 2014. In 2020 we had our first prize spotlight for Morgon when we were finalists in the 12th annual international Sprudgie’s award as “Most notable roaster in 2020”. Nominated from an international and public vote as the only Scandinavian coffee roastery among the finalists we were awarded with an “honourable mention” from the deciding jury. After a year like 2020 we could sure need the encouragement and just to get mentioned among the other finalists was such an honour and gave us a sense that we were moving in the right direction.

While we can’t fully keep out of each other's business and like to discuss and even argue over most things while moving forward, we have divided certain parts of our operations among ourselves to better focus and grow at the same time.

Wholesale and customer relations, education and workshops

Sourcing, roasting and quality control of coffee, finances

Brand, design, social media and retail customer service