Coffee: Same, Same but Different
Morrow
Founded in 2023, Morrow is revolutionising the coffee industry by creating a sustainable alternative to traditional coffee – without using coffee beans.
Their innovative approach upcycles ingredients like fruit pips, peels, and seeds, transforming them into a beverage that “smells, tastes, and feels like coffee,” according to co-founder Anna Sophie Deetjen. The company addresses the environmental impact of coffee production by replicating the flavour and aroma of a traditional brew using domestic sustainably-grown crops.
With 3 billion cups of coffee consumed daily and demand skyrocketing, supply for traditional coffee is under pressure due to growers in the equatorial ‘coffee belt’ struggling to maintain yields amongst soaring costs and increasing climate impacts..
Coffee bean farming is resource-intensive, requiring vast amounts of water, fertilisers, and pesticides, contributing to environmental degradation. Moreover, the vulnerability of coffee crops to climate change and pests threatens the livelihoods of millions of farmers. Morrow aims to alleviate this pressure by providing a locally sourced, resilient alternative that is both sustainable and scalable.
Working with Dr Ian Fisk as technical director, the team applies world-leading flavour chemistry, data-driven research and biotransformation to address the environmental challenges of traditional coffee production.
By leveraging advances in food science, Morrow has recreated the complex flavour profile of coffee using their upcycled, more locally sourced ingredients. This innovation helps reduce the environmental footprint of coffee production and supports regenerative agriculture practices.
Now in the final stages of product development, the company plans to launch this year across coffee shops, restaurants and other direct-to-consumer channels. They will focus on building relationships with speciality coffee shops, eco-conscious restaurants, and food producers.
Morrow is also expanding offerings to include decaf and instant blends and exploring applications in desserts such as ice cream. By creating versatile products, the team aims to lead the emerging market for bean-free coffee alternatives.
Beyond product development, the company is building a network of partners across the supply chain. By partnering with maltsters, growers, and distributors, Morrow is committed to diversifying the coffee market, offering a sustainable solution that complements or replaces traditional coffee.
The team values consumer education and transparency, aiming to provide transparent information about how their products are made and their environmental impact. By engaging with consumers through storytelling, Morrow hopes to raise awareness about the coffee industry’s challenges and encourage sustainable choices.
As the company prepares for its launch, it is investing in research and development to keep improving its products. The team is exploring additional upcycled ingredients and experimenting with different roasting techniques to enhance flavour. They aim to keep up with consumer trends by staying innovative and ensuring their products contribute to a more sustainable coffee industry.
The company hopes to create a more resilient and sustainable industry that benefits consumers and the environment by reimagining how coffee can be produced.
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