We realize that coffee is an ever changing industry. We also realize that we are constantly learning. This means that our mission is constantly evolving.
So here are questions that we ask ourselves every now and then to make sure that we use what we learn to adapt and move forward: why do we deserve to take up space in this industry, and how can we occupy that space in a meaningful way? Basically, we keep challenging ourselves to be relevant and breaking down barriers when needed.
As the awareness and popularity around specialty coffee grows, it’s normal and fun to see many new companies be created. Although there is nothing wrong in following in others’ footsteps, we like to think of Rabbit Hole as a place where we dare experiment, a bit like a thesis.
Of course, we don’t pretend that everything we do is new or groundbreaking, but our approach to coffee might be a little bolder and more original than the average coffee company.
So here is our "why", our reason to be in business: we want to roast tasty and impactful coffee and use that to go beyond coffee.
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