Morning Glory Coffee Roasters

More About Morning Glory Coffee Roasters

Morning Glory Coffee Roasters: A new force in Haarlem focusing on quality and traceability

Operating out of Haarlem since October 2023, Morning Glory Coffee Roasters presents itself as "Haarlem's first specialty coffee roastery". The roastery and shop are located at Nijverheidsweg 42, 2031 CP, offering generous opening hours and an invitation to enjoy a coffee on-site. Their mission, "low-impact, high consideration," emphasizes care, quality, and responsible sourcing.

Origin and mission

Founded in October 2023, followed by a public announcement on November 25, 2024, the brand links 'specialty' to extra care, higher quality, and conscious procurement. Their ambition is to raise the industry standard in the coming years and provide meaningful support to specific producer groups and partners.

Team and Expertise

Founder, owner, and roaster Dom Winton is a Q-Grader who has been active in specialty coffee for about a decade. His background includes building washing stations and supply chains in East Africa with Sucafina starting in 2019, followed by roles at European green coffee importers in Berlin and Amsterdam. Previously, he served as Commercial Coordinator at The Coffee Quest in the Netherlands. Public records indicate a team size of 2–10, and posts refer to "Dom & Frankie" as the hosting team at the roastery.

Location and Facilities

The location at Nijverheidsweg 42 serves as both a roastery and a shop. It is open daily, from 09:00 to 22:00 on weekdays and 09:00 to 21:00 on weekends. Social media posts invite visitors to stop by the roastery for a coffee, implying an on-site service bar. Specific technical details regarding the roasting machine, batch size, and software are not publicly available.

Roast Philosophy and Quality Assurance

The philosophy of "low-impact, high consideration" guides both the roasting process and business operations. Their positioning is "flavour-first specialty," defined by care, quality, and responsible sourcing. The owner's role as a Q-Grader ensures structured sensory quality control, although specific lab protocols or environmental controls are not shared publicly.

Assortment, blends, and single origins

The assortment combines two core blends with rotating single origins. DAWN PATROL is an espresso blend from Brazil and Costa Rica, both natural, offering a full, creamy body with notes of stone fruit and berries. FIRST LIGHT is an espresso blend from Peru El Palto and Rwanda Mbila, fully washed and presented as organic, featuring fresh guava and milk chocolate.

Giathugu, Rugi AA, Kenya Nyeri, varieties SL28, SL34, Ruiru 11, Batian, washed, 1,500–1,800 masl.
Edil Quinayas, Pink Bourbon, Huila Colombia, fully washed, partner Monkaaba, 1,930 masl.
Carlos Núñez, Parainema, Comayagua Honduras, natural, including processing details and price transparency such as farmgate and FOB.

Sourcing Model and Partners

The blends and single origins explicitly name farms and processing stations, such as Cruzeiro and Aquiares, and Giathugu Factory within Rugi FCS. This approach emphasizes origin specificity and traceability. The Colombian lines showcase a producer-led approach via Monkaaba, supported by Semilla. Product pages share agronomic details such as varieties, altitudes, and processing methods. Educational posts explain steps in the supply chain, including hulling and the timing of purchases. Decaf from La Coipa, Cajamarca Peru, highlights several women producers and an organic context.

Wholesale, training, and local collaborations

Morning Glory positions itself as “Haarlem’s source of specialty coffee” for businesses that value relationships. Their services include barista training and assistance in sourcing equipment “at the best prices.” Local collaborations within the city are evident, with examples such as AX Specialty Coffee in Haarlem and additional co-promotional posts.

Direct-to-consumer, subscriptions, and community

Individual customers can opt for a weekly or monthly subscription of 200g or 400g. Shipping days are Thursdays, with monthly subscriptions dispatched on the first Thursday of the month. Subscriptions can be canceled at any time. Within Haarlem, bicycle deliveries are used to remain cost- and emission-conscious. The webshop features a rotating selection of blends and single origins. Newsletters and community outreach highlight producer stories, cuppings, and new releases.

Sustainability and brand visibility

The “low-impact” goal is put into practice through local bicycle delivery. Certain parts of the assortment carry organic designations, such as the FIRST LIGHT blend and the La Coipa decaf. The brand shares producer stories and processing explanations to increase awareness. Visibility is primarily achieved through their own channels and local media or blogs. The founder contributes content to a professional industry platform. Information regarding awards is not publicly available.

What this means for the hospitality industry and fellow professionals

For cafés, baristas, and roasters in the Netherlands, Morning Glory provides a local anchor point with international supply chain experience. Traceable sourcing, clear origin information, and training strengthen quality control at the bar. The combination of long opening hours, community events, and targeted wholesale services makes the brand relevant for partner businesses that value relationships and transparency.

Key figures 2023–2025

Founded, October 2023, Haarlem, Netherlands.
Address, Nijverheidsweg 42, 2031 CP Haarlem.
Claim, “Haarlem’s first specialty coffee roastery”.
Team size, publicly listed, 2–10.
Core product pillars: DAWN PATROL, FIRST LIGHT, and rotating single origins from Kenya, Colombia, Peru, and Honduras.
Opening hours: Mon–Fri 09:00–22:00, Sat–Sun 09:00–21:00.
Subscriptions: 200g or 400g, shipped every Thursday, cancellable at any time.
Bicycle delivery within Haarlem as a low-emission choice.

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