The founders of Hook Coffee began with a clear, yet ambitious, idea – to make home-brewed coffee affordable and accessible, without compromising on quality and responsibility to farmers. In 2016, Hook Coffee launched an online coffee subscription service and has since grown to offer whole beans, Nespresso® compatible pods, capsules compatible with Dolce Gusto® machines and drip coffee bags that are now available on Amazon.sg.
What also sets Hook Coffee apart are its principles; the team ensures that its coffee beans are ethically sourced and traceable. Coffee farmers are identified and engaged through trusted suppliers, providing fair compensation by limiting the layers within the supply chain. This also allows customers to know if their favourite blend of coffee comes from a coffee farm in Sidamo, Ethiopia or Chiapas, Mexico.
Best known for fresh, quality roasts, the local business also boasts an impressive range of flavourful coffees with unique and natural tasting notes. Speciality coffee beans are sourced from the world's best farms, roasted with state-of-the-art coffee roasters, and delivered directly to customers.
Fuelled by curiosity and a keen interest to introduce unique flavour profiles, one of their bestsellers on Amazon.sg, Yaya Kakaya is inspired by a breakfast staple amongst Singaporeans. Kit Goh, Head of Coffee, shared, “We’re always experimenting with coffee beans and wanted to create a new flavour profile without using the same caramel or vanilla notes. So we thought, why not have coffee that tastes like our favourite local breakfast?”
Give Me Smores is another blend that Kit recommends for new coffee drinkers due to its low acidity, or for coffee-lovers that haven’t had the chance to taste specialty grade, single-origin coffee. With a roastery set in the West of Singapore, coffee beans are roasted in-house on a regular basis to ensure every batch of coffee is delivered to your door fresh.
Hook Coffee has grown to become Singapore's leading online coffee company and was recognised as one of Singapore's 20 Hottest Startups by Singapore Business Review in 2018.