Founded in 2019 by David Lalonde and Sophie Moreau, two Montreal natives who met at the Montreal Coffee Academy, Rabbit Hole Roasters emerged with a vision to create a radically different type of coffee company. The company earned Roast Magazine's prestigious "Micro Roaster of the Year 2023" award for their commitment to truth before hype and people before profit. Their approach challenges industry norms by focusing on emerging origins, publishing transparency reports, and addressing uncomfortable truths about inequality in the coffee trade, all while maintaining that they "know very little about coffee" and are okay with that.