Culainn and Lea founded Conscious in 2021 in Welwyn Garden City, beginning with trips to South America to build direct relationships with a small number of producers. The core focus is on creating supply chains that are sustainable, equitable, and financially viable for every participant. Early partnerships center on the Castro family in the Peruvian Andes, who recently transitioned from sugar cane spirit production to specialty coffee, and Mulugeta Tsige Exporters, a family run operation in Yirgacheffe, Ethiopia. The company publishes its pricing transparently on its website, tracing costs from farmer through to warehouse. The approach prioritizes long term buying relationships and shared development over opportunistic sourcing.