Founded in Gothenburg in the summer of 2018, Morgon Coffee Roasters is a relatively young company with a team consisting of Gabriella Runesson, Christian Gullbrandsson and Markus Vestergaard, who together have almost 40 years of experience in the coffee industry. The motivation behind founding Morgon was to run it the way they would want to see their favorite coffee roasting company, with a focus on roasting coffee they like and establishing long-term relationships with well-known producers. The goal is to acquire lots with the potential to become their newest favorite cup of coffee. The team emphasizes common goals and understanding the needs of both roasters and producers, which makes their approach unique.

Before founding Morgon, the team members worked together for many years, involved in various aspects of the coffee industry, such as running a roastery, coffee bars, lecturing, training baristas, consulting and participating in coffee competitions. They have received awards such as a bronze medal in roasting, two silver medals in brewing and two gold medals in coffee tasting. Notably, they were semi-finalists in the World Coffee Tasting Championship in 2016 and achieved a team win for gold at the Nordic Roaster Forum competition in 2014. In 2020, Morgon was a finalist in the Sprudgie Awards as the "Most Outstanding Roaster in 2020", with an honorable mention.

Despite their collaborative approach, the team has divided aspects of their operations to improve focus and growth. They aim to engage customers by creating excitement around the coffee chain, encouraging fair pricing and capturing people's attention to promote appreciation for the coffee industry. The team sees their recognition in the Sprudgie Awards as a positive indication that they are on the right path, especially after the challenges of 2020.