Huge announcement: This Side Up 2.0 is here!
Since 2013, This Side Up has been a one man show. Trying to redefine coffee trade alone, Lennart was slowly reaching the limits of what one person can achieve.
Since this year, Lennart's friend Sara Morrocchi @vuna_origin became more and more involved in This Side Up until she finally joined our core team last week. Sara and Lennart's visions are 100% aligned, and as a Q-grader and former green buyer, she has more relationships in origin and tasted more coffees than most people on this planet.
In February, Sara also introduced Lennart to Franco Tesoro Tess of @arccoffeemilano, a family-owned Italian coffee trading company founded in 1856. You'd think this is an unlikely ally, but like TSU, ARC had been looking for an answer to the need for change in the coffee industry and looked towards different trade models as well. It soon became clear there was a lot to learn from one another - and despite their different backgrounds, their values turned out to be very similar: ARC never sold out to mega-corporations and remained true to its ethical standards, and always understood the need to stay dynamic and innovative like a startup.
It was for these reasons Franco, Lennart and Sara decided to form an alliance to expand and strengthen This Side Up's vision. Together, we're confident we can be much more effective in upgrading quality, linking more trusted coffee producers to roasters and creating new ways to invest in their empowerment.
Concretely: roasters can soon have their full coffee assortment from This Side Up. Expect long awaited origins like Brazil, Ethiopia and Indonesia, all from local entrepreneurs who you'll be proud to support! #wearegrowing #threeiscompany #specialtycoffee #alliance