Quo Coffee Roasters was founded in late 2024 in Skarhamn, Sweden, by Christian Gullbrandsson, Sarah Gerlam Madura, and Hayden Moyle, a team with more than 40 years of combined specialty coffee experience. The roastery sources 100 percent specialty grade coffee through direct trade, and became the first Nordic partner in Clean Ocean's sail freight initiative, shipping green coffee by sailboat to reduce its carbon footprint. Quo roasts to accentuate each bean's natural character, treating transparency and sustainability as foundational commitments rather than afterthoughts. The company's name is a challenge to the status quo, reflecting its founders' belief that the specialty coffee industry can do better on equity and environmental impact.