Our Story
Behind the Label
Behind the Label is more than a name for me. It is the way I choose to work. It is about being open, being honest, and bringing people into the real world of what I do. Yes, there is coffee. The farms, the sourcing, the flavour, the people. But there is also the daily reality of building a business. The decisions, the challenges, the small breakthroughs, and all the moments you would not usually see.
I like sharing that side because I believe it matters. When you understand the effort that goes in at farm level and at business level, you gain a deeper appreciation for the final cup. That connection is what makes coffee, and the experience around it, more meaningful.
Behind the Label is an invitation to be curious and to join me on the journey. No filters. No pretending. Just the truth of what is happening as I try to build something with purpose.
The goal
Welcome to Coffee
Our goal is to source, roast, and brew coffee in a sustainable and enjoyable way, introducing people to the rich and vibrant world of coffee. Throughout our journey, coffee has taught us to appreciate every aspect of life, from the water we drink in the morning to the bed we sleep in at night. Gratitude, we believe, is the key to happiness, and coffee serves as a powerful tool to cultivate this gratitude.
Understanding the intricate process behind each cup of coffee enhances the experience and fosters a deeper appreciation for it. This appreciation extends beyond coffee, encouraging a more mindful and grateful approach to all aspects of life. By recognising the dedication and effort that goes into every label, we can cultivate a greater sense of respect and gratitude in everything we do.
The background
Darren Kelly
Darren is a coffee professional with over 10 years of experience, working his way up from a catering assistant in a cafe, to Group Head of Coffee for a company with an annual turnover of 70.2 million.
In the early stages of his career, Darren worked at Cloud Picker Coffee Roasters, a startup at the time. This experience allowed him to witness firsthand what it takes to build a company from the ground up while deepening his passion for coffee. Now, Darren is eager to share that passion with others, introducing them to the rich and diverse world of coffee. He believes in the power of coffee to connect people and is dedicated to guiding others on their coffee journey.
"I have knowledge and experience in every step along the supply chain, from roasting small batches in Cloud Picker to being part of the tender team in KSG. Which included pitching to a range of different clients and building different coffee brands. With us, you're not getting a coffee supplier, you are getting a partner. Whatever you need for wholesale, from help with your website (Darren built this one) , Coffee shop design/ layout, equipment, Barista training, hiring, menu development and ongoing support. We can help, because it is what I love to do!"