WHO, US?
OUR APPROACH
By working with sourcing and importing partners who we know and whose values we share, we prioritise the earning potential of coffee farmers. We believe our sourcing partners have a crucial and sometimes misunderstood role to play.
We buy the best, most interesting coffees we taste.
Origin, variety and processing method all contribute a special quality to the particular coffee we are working with. By constantly looking to optimise our roasts for each individual coffee, we try to bring out the best characteristics of the bean. This is a tricky process and requires contant evaluation and non-stop learning.
Our over-all goal is to do things in a low-impact, high consideration way. As we grow, we are confident that, on a timeline of several years, Morning Glory will be able help promote higher standards in the industry, while contributing meaningfully to a few groups and individuals in our big community of producers and partners. That's our main ambition.
AX
I'm Ax, I pull the shots at Morning Glory.
My journey in coffee began behind the bar at 18 and later evolved into founding Ax Specialty Coffee in 2019, after travelling through Australia. Since 2025, I've continued that journey as part of Morning Glory.
I'm passionate about creating high-quality coffees that are approachable and meant to be shared. Coffee is part of my everyday life, both in the café and in the roastery. I'm drawn to the precision behind the craft, but just as much to creating spaces where everyone feels welcome.
Outside of coffee, I enjoy photography, red wine, and the occasional gin & tonic. I also have a love for Italy — the culture, the language, and especially the food. You can always wake me up for a plate of pasta carbonara.
DOM
I'm Dom, I roast the coffee at Morning Glory.
For the last decade, I've been reaping the rewards of a pretty varied career in the coffee world.
I started out in specialty coffee in Cape Town. Soon I hit the road and took what I knew to somewhere new. In Bremen, Germany, I helped friends bring really amazing coffee to the city.
But in 2019 I needed a change of direction. I was hungry to work with producers and deepen my experience in the industry. I was given an opportunity by Sucafina, a well known green coffee trader who were working on building a focus on specialty coffees at the time. I moved to East Africa, spending more than 2 years in the region, building new washing stations in Uganda, helping to improve existing supply chains there while also developing entirely new ones in regions full of producers who had struggled for years to find a good place to sell their coffee. That work is ongoing, but it offered me invaluable experience and insight.
Since then, I've come back to Europe. I spent 2 years slinging green beans with some of Europe's favourite importers. I was based in Berlin, then Amsterdam. This was a chance to work closely with some of Europe's top roasters and some of the best people in the green coffee game.
And now I'm delighted to call Haarlem home. I hope that Morning Glory can be a way to share what I love with my community.
I'm a qualified Q-Grader and freelance contributor for international coffee publications.
THIJS
I'm Thijs, I look after the clients at Morning Glory.
Like many in specialty coffee, I jumped ship from another career. But I feel that gives me a rich and diverse background to bring to my role as Wholesale & Relationship Manager at Morning Glory Coffee Roasters. While spending many years working in the music industry, I always maintained a deep passion for coffee and its special power to bring people together.
A few years ago, he made the transition into the coffee world, where he became the owner of a specialty coffee shop and bakery. During this time, he not only developed his skills as an entrepreneur but also refined his palate and deepened his understanding of quality coffee.
Thijs is a people person at heart and thrives on building meaningful connections. He is proud to be part of the Morning Glory team and is driven by a desire to share our story with others. In his role, he introduces people to our range of coffees while highlighting the journey behind each bean and the value we strive to create for all our clients.
Let customers speak for us
Heerlijke koffie
Heerlijke koffie en top service!
Sarah Benkaddour
Brazil - Fazenda Santa Cruz - Pulped Natural
Beautiful blend
Beautiful blend. Well rounded flavour. Thank you
Matthew Gracie
FIRST LIGHT blend - Washed Blend
Dom’s beans are the best in Haarlem
Dom’s beans are the best in Haarlem. We love the concept of getting a different variety almost every week. The quality is always super and on top of that Dom is a great guy. Do him and yourself a favour and sign up!
Bas Van Herten
HAARLEM COFFEE SUBSCRIPTION
Delicious beans!
Delicious beans, value for money, very friendly & convenient service
M Laas
HAARLEM COFFEE SUBSCRIPTION
Personal service and just the right subscription
Personal service and just the right subscription for me
Fiona Healy
HAARLEM COFFEE SUBSCRIPTION
