Our Story
Behind the Label
Behind the Label is more than a name, it’s a mindset. It stands for honesty, openness, and sharing the real story behind the coffee and the people who make it. From the farms we work with to the everyday realities of running a business, we’re here to show it all, no filters, just the truth. It’s about building a community through transparency and inviting you to see what’s really happening behind the label. We’re on a journey, and we’d love for you to come along.
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!"