Simon and Oksana, a husband and wife team, founded Electric Coffee Co. in 2008 out of frustration with the lack of quality coffee in West London. The roastery operates from Horsham in West Sussex under the earlier working name Automaton Precision Roasters, while the cafe at Ealing Broadway has become a recognized destination, landing in The Independent's Top 50 Coffee Shops and earning a Tripadvisor Travelers' Choice award. The brewing setup features one of the few Kees Van Der Westen Mirage Veloce espresso machines in the UK. The roasting philosophy celebrates the industrial process from start to finish, combining hand roasting with careful visual and mechanical monitoring.