Founded in Gothenburg in 2018 by Gabriella Runesson, Christian Gullbrandsson, and Markus Vestergaard, Morgon roasts under Kran 42 in Lindholmen and builds on years of experience at the heart of Sweden’s specialty scene. The style is bright and seasonal with a producer first mindset, focusing on clearly identified single origin lots and light, precise roasting that lets sweetness, clarity, and place lead. Their design forward storytelling sits alongside transparent info about farm, variety, process, and harvest, and the roastery regularly opens for public tastings.

Morgon’s coffees land sweet and composed, with acidity drawn in a clean line and flavors that resolve neatly rather than loudly. The tone is set by fruit driven lots, with many naturals and honey coffees leading; they are handled with restraint so fruit sits inside a clean frame and origin remains clear rather than masked. Packaging is playful but clear, and producer and lot details are easy to read on the bag and online, which makes the drinking and the learning feel effortless.