Will founded River Coffee Roasters in Winchester, Hampshire, in 2018. The roastery follows a direct trade model, paying above Fairtrade rates and making regular visits to producers in Colombia and Costa Rica, including Tarrazú experimental microlots and farms in Huila. Since 2023 all packaging is fully recyclable. River supplies wholesale across Hampshire and the south of England, offering equipment, barista training, and technical support alongside their beans. Local Winchester customers in the SO22 and SO23 postcodes get free Wednesday deliveries.