Why we built Coffi
We weren’t supposed to start a coffee company
We weren’t Q Graders. We weren’t coffee experts. We weren’t even drinking coffee two years ago. Coffi wasn't born from a love of espresso or years spent on farms. We came into this world with zero industry knowledge — no assumptions, no rituals, no rules. Just curiosity. And from day one, that blank slate has been our biggest advantage.
When you’re not trained to follow the rules, you ask different questions. You don’t think in systems, protocols, or scores — you think in people. What do they experience? What do they care about? What actually makes sense?
That outsider mindset became the foundation for everything we’ve built. Not knowing “how it’s supposed to work” gave us permission to rethink how it should work.
Every decision, from data to design, is made with intention. Not to match an industry standard, but to make things feel effortless for the person using it.
Because when you start from a blank slate, you don’t rebuild the same systems. You build new ones. Ones that make more sense for more people.
The point is: we didn’t bring bias. We brought questions. And sometimes, that’s the advantage.
That mindset is exactly why Coffi feels different than anything that came before it. It wasn’t shaped by tradition. It was shaped by curiosity, frustration, and a desire to make things better — for everyone from everyday drinkers to seasoned professionals.
We’re not here to tell you how to taste. We’re here to help you see coffee in a new way — to explore, understand, and fall in love with it even more.
Ben & Gilad
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