Mateo González and Carlos Moral founded Hidden Coffee to change how people view specialty coffee. They recognized that many consumers were unaware of coffee's quality and origin. Their mission is to educate drinkers about coffee, emphasizing its unique flavors and stories. Hidden Coffee focuses on building direct relationships with producers, allowing them to offer lesser-known, high-quality coffees at reasonable prices. They roast a significant amount of coffee weekly in Barcelona and have expanded to multiple locations, becoming a well-known brand in the specialty coffee scene.
• Hidden Coffee started by selecting beans directly from producers, ensuring quality and affordability.
• The company has grown rapidly, doubling its turnover annually and expanding its team to around 60 people.
• Consumer habits are changing, with more people seeking unique and exotic coffee varieties.
• The brand emphasizes sustainability and self-care, aligning with current trends in food and beverage.
This transformation in coffee culture highlights the importance of quality and origin. As consumers become more aware of what they drink, companies like Hidden Coffee lead the way in promoting a deeper appreciation for specialty coffee. Their work not only supports producers but also educates and engages customers, creating a more informed coffee community.
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