Meet the minds behind ordinary
Ordinary was founded by two long-time coffee obsessives, Levin and Jonas. Friends, collaborators, and explorers of flavor who’ve spent years immersed in the world of specialty coffee. With deep roots in the industry, driven by a shared obsession for coffees that are anything but average.
What brought them together wasn’t just a love of great coffee (though that definitely helps). It was a shared belief that the everyday can be reimagined. That something as routine as your morning brew holds the potential to surprise, delight, and inspire.
Levin and Jonas see coffee not as a product, but as a platform, for storytelling, for experimentation, and for connection.
Together, they created Ordinary as a space to push boundaries and break the mold. To source wild, radically expressive coffees. To highlight flavor over familiarity. And to remind people that sometimes, the most extraordinary experiences start in the most "ordinary" places.
This isn’t just coffee, it’s their way of inviting you to look closer, taste deeper, and discover the unexpected in every cup.
It´s all about respecting the farmers work
It’s not a trend. It’s a movement. A mindset. And more than anything, it’s about respect, for the people who grow the coffee, for the land that sustains it, and for the stories behind every single bean.
At Ordinary, we believe our role isn’t to steal the spotlight, it’s to represent the farmer’s work. Loudly, proudly, and without compromise.
Behind every lot we roast is a producer who didn’t inherit a specialty coffee empire, but who built it from scratch, out of curiosity, grit, and innovation. Specialty coffee means recognizing that labor, that risk, that art. It means paying more, not out of charity, but because good work deserves good pay. Because young farmers should have a future in coffee, not just a history.
We source directly where possible, and when we can’t, we work with importers who are in it for the long game, not the margins.
This isn’t about buying beans. It’s about building trust. Fermentation protocols, experimental lots, years of trial and error, we’re part of the process, not just the purchase order. You won’t find gimmicks here. No middlemen fairy tales. Just transparent, traceable, radically honest coffee.
Grown by people with names and dreams, not faceless “origins.”
So what is specialty coffee?
It’s a contract. A commitment. A celebration of what’s possible when producers are given the space, support, and respect they’ve always deserved.
And if we’ve done our job right, the cup in your hand is a proof that something extraordinary can come from honoring the so-called ordinary.