Brothers Matteo and Riccardo Pavoni founded Peacocks Coffee in 2018 in northern Italy, with the name translating their surname Pavoni (peacocks in Italian) into English as a nod to the five years Matteo spent immersed in London's specialty coffee scene, including two years at the world acclaimed Colonna and Smalls in Bath. Matteo won the 2022 Italian Barista Championship and placed eleventh at the World Barista Championships, where his presentation with the University of Oregon on coffee degassing stages directly informed how Peacocks approaches its roasting. Riccardo, a graduate in Digital Communication from the University of Milan specializing in web technology and graphics, brings the visual and strategic side of the operation. The roastery in Casatenovo works exclusively with specialty grade coffees scored 80 points and above, roasting separate profiles for filter and espresso methods and packaging in fully recyclable paper bags deliberately designed without zip closures or one way degassing valves. Peacocks sources coffees grown through ethical and sustainable practices such as agroforestry, supplying clients with equipment sourcing, setup, consultancy, and training alongside the beans themselves.