The vibrant gourmet destination of Gothenburg is home to Morgon Coffee, the specialty coffee roaster that perfectly blends coffee knowledge, the old glory days of shipping and the tradition of fika.
Gothenburg, second largest city in Sweden and one of the most bustling Swedish port, is home to a vibrant cultural scene, and to a world-class culinary scene: trendy restaurants coexist happily with craft beers pubs, and with hipster third-wave coffee shops that perfectly connect the specialty coffee world with the traditional culture of fika.
Morgon Coffee Roasters, one of the latest addiction to the Swedish specialty coffee scene, opened in town in the summer of 2018 and, while still a relatively young company, somehow already has a long history, thanks to the huge coffee experience of the three co-founders that, combined, amounts to almost 40 years of working in coffee.
Gabriella Runesson, Christian Gullbrandsson and Markus Vestergaard combined resume contains practically everything possible related to coffee: from running a roastery to managing coffee shops, from giving lectures on coffee to training baristas, from offering coffee consulting to competing in most things coffee.
And after all of this, after the knowledge and the medals, came the desire to open
something more personal, something to run the way they want, following their own rules while achieving their desired results.
And that’s how Morgon was born, with Gabriella, Christian and Markus finally
following their own path, picking their own battles: roasting the coffee they want,
working long term together with producers they’ve known for years to make sure that they can purchase lots that have the potential of being their latest favourite cup of coffee, get people excited to pay a fair price for their morning cup… while at the same time offering customers the perfect cup to enjoy during their fika.
All this, and much more is at the heart of Morgon, and it’s a path that have lead them to become finalists in Sprudgie’s 12th annual international award as “Most notable roaster in 2020” and to be awarded with an “honorable mention” from the deciding jury.
Last but not least, recently Morgon has changed toward a new look, a new step to
follow the evolution of the roastery: the graphics of the new bag are inspired by the old city shipyard in Gothenburg where the roastery is located because, even if the old harbour is now shut, the relics of the old glory days of shipping hint at exploring the world through coffee.