Dotted Line


Back in late 2013, I (Suneal) tasted a cup of specialty coffee. It was… spectacular.
“What’s the heck is up with this cup? Why does it taste… so good?!”

It definitely sparked some intrigue (it was an Ethiopian Natural, of course - if you know, you know).

But my main challenge with coffee? I wanted to try new coffees, but it wasn’t easy or convenient to get my hands on specialty coffee. I wanted to learn more about coffee - but... there wasn’t an easy way to do that either.

So, I reached out to my good pal Adam and we met up for a coffee in Kitchener-Waterloo. I shared with him the idea for a coffee discovery project… and he was into it! That day, we sketched out some logo ideas and started working on the concept, and landed on the name.
Dotted Line


After 10 years here we are! Thousands of bags of coffee packed and labeled and shared with people all around Canada and the world.

Every month, we worked to make the experience better. We got some press! We made more tweaks. We learned about the challenges with coffee sourcing equitably. We met some of you at different coffee events. We hired incredible people (see the team below)!

Our team has grown, but every day our main goal stays the same:

Think of us as your coffee tour guide, or your nerdy coffee friend!

We do have a few other goals, like growing specialty coffee, breaking down coffee education barriers, and also… making coffee simple.
Dotted Line



Co-Founder. Does a little bit of everything, but is very obsessed with making fun coffee experiences. Loves the variety in coffee, but is a sucker for a washed Honduran or a fruit-bomb Colombian. Has strong opinions about the Calgary Flames and has recently become addicted to climbing things (mainly rocks or walls).


Head of Operations. Ensures every pack gets sent out without a sweat. Loves Ethiopian and Kenyan coffees that have a nice dose of fruity acidity.


Director of Coffee. Works with the best Canadian roasters to curate our subscription boxes. Creates brew guides as a coffee education super nerd. Has a terrible habit of always ordering a washed Colombian or Ethiopian pour over. Loves making ceramic coffee cups, and is also a cooking enthusiast!


Production Assistant. The “Weigh and Fill” wizard. Ensures coffee is packed and shipped. Loves washed Ethiopian and Papua New Guinea coffees. A voracious reader and an avid writer.


Production Assistant. Can crush packing 500 boxes in an afternoon without breaking a sweat. Loves light-medium roast coffees with floral and fruity profiles, painting, and performance art.


Head of Content & Education. Creates content about all things coffee whether it be roaster interviews, origin deep dives, or a silly meme! Loves music, dancing and a good washed Colombian.


Admin & Marketing Specialist. Answers your concerns and questions and is one of the people who can give you a discount (if you're nice!). Helps with creating designs and cute email campaigns. Wouldn't touch coffee unless it's dressed up as a latte. Has an emotional support Kindle and a Spotify playlist for everything.



Leaderboard Coffee is a coffee game: Taste 10 coffees blind. Answer questions for up to a score of 100 points. 20 make it on the Leaderboard. First place wins prizes and all the glory.

A collaboration with Culture Coffee Project, our goal is to educate enthusiasts, challenge professionals, and bring the community together through coffee.


Our mission with This Coffee Co. is to grow specialty coffee.

We’re bringing interesting, exclusive lots of coffee to specialty coffee nerds. Supporting producers who are moving to specialty, or trying something new or innovative.

We’re also bringing higher grade, specialty coffees to the grocery aisle, cafes, and restaurants. Consistent, straightforward, easy to understand, and super delicious coffees.


Matchmaker Coffee is coffee that you know you’re going to love.

Take our six coffee blind taste test and your personal coffee-matchmaker will make sure you get a coffee you’ll be loving with each sip. Personalized to your tastes, just the way you like it.


Independent cafes are one of the most important parts of the coffee ecosystem. However, it’s not easy to run a cafe.

Rely on us to bring quality, interesting products at an affordable price to your cafe or restaurant. Our goal is to help make your business more sustainable and easier - so let’s increase your margin while bringing a better experience to your customers. Our first product? Alternative milk.