A husband and wife team founded Subtext in 2016 in Toronto's Little Portugal, building a roastery around the idea that every coffee carries a deeper story worth uncovering. They roast on a Loring in small batches, producing light to medium profiles from Ethiopia, Colombia, Guatemala, Kenya, Rwanda, and Burundi, with each release accompanied by detailed story cards about the producers behind it. The literary theme runs throughout, from book themed interiors with reading nooks to regular storytelling events and author readings alongside the cuppings. Packaging includes producer stories and photos, and a monthly subscription comes with a newsletter diving into the people and places behind the coffee. Wholesale partners are selected based on a shared commitment to this narrative approach, making Subtext one of Toronto's more distinctive specialty roasters.