We founded Morgon Coffee Roasters in Gothenburg, the summer of 2018. While Morgon is still a relatively young company, our team, consisting of Gabriella Runesson, 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 semi-finalist 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. About the Roastery Early 2019 we got the keys to what would become our dream roastery. In a rundown port shack in the old city shipyard of Gothenburg, right underneath one of the cranes is where you would find us moving forward. After breaking down some walls, reinforcing the floors and many many layers of paint later, the place started to look like a roastery. In a previous moment of “it’s now or never” we had already pulled the trigger and ordered our roaster, so finally having a roastery to put it in was quite the relief.
A big part of our branding, fonts and colour choices were inspired from the bright contrasts and bold, stencilled lettering you’d find on shipping containers, airports and harbours. Suddenly we found ourselves surrounded by those things in the everyday scenography of our new neighbourhood. Just a few days after having finished renovations on the roastery our roaster arrived from the United States. In 2011 we first started roasting on a Loring, and when we were to pick out a machine to call our own the choice was simple. Loring makes the most technically advanced and environmentally friendly roasters on the planet, reliable, easy to work with and maintain and after months of waiting for it to be custom built for us it was finally outside our roastery doors. When the forklift loaded it in through the entrance we had a margin of just 2 centimetres going up and down, so our Loring turned out to be a perfect fit, quite literally. In 2019 we hosted the Swedish Aeropress Championship and threw a big housewarming party for friends and family.
We loved having folks over at our place so much we started offering take away coffee on weekdays and throwing monthly events on the dock outside some Saturdays. We served up waffles, ice cream, fresh churros and lots of other delicious treats to go with our coffee, all made by us here at the roastery. We had big lines of people excited to have a taste when we started combining the events with free coffee tastings and we can’t wait to get back to all of this once we can have lots of folks over again! At the moment we still have our roastery shop where you can buy freshly roasted coffee, some filters and gear as well as take away coffee of course.