Brothers Pablo and Rene grew up in Honduras surrounded by coffee mountains. Their parents worked with NGOs supporting small producers there, and that background shaped what the brothers built when they founded Wakecup in Madrid in 2023. Rene brings over a decade of experience in trading, quality control, and agricultural engineering; Pablo specializes in commercial strategy and product development, with experience in the US market. The roastery works in small batches with specialty micro lots scoring 80 or above on SCA cuppings, sourced from Colombia, Brazil, Ethiopia, Costa Rica, Guatemala, and Tanzania. Profiles range from light medium to medium dark, tailored to the brewing method. The business model is built on circular economy principles, and the brand identity draws on Bauhaus design.