Our Story
Behind the Label
Behind the Label is more than a name. It is a way of working. It stands for openness, honesty, and inviting people into the real world behind the coffee.
There is the coffee itself. The farms, the sourcing, the flavour, the people behind every lot. But there is also the everyday reality of building a business. The decisions that carry weight, the challenges that test resolve, the small breakthroughs that quietly matter, and the moments that are rarely seen.
Sharing this side matters. When the effort at farm level and the work beyond the cup are understood, appreciation for the final cup deepens. That connection is what turns coffee into an experience and gives it meaning.
Behind the Label is an invitation to be curious and to follow the journey. No filters. No pretending. Just an honest view of what it really looks like 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!"