Hook Coffee is a coffee brand by and for ordinary people with extraordinary lives.
to empower coffee farmers and coffee lovers alike to make coffee better.
What we do
Because no one should have to worry about running out of their favourite beans or stock up & settle for stale coffee (we’ve been there and understand that pain), we make freshly roasted specialty coffee conveniently accessible to you. You can customise your delivery frequency and we’ll deliver you your coffee just the way you want it, straight to your mailbox!
What we believe
We believe everyone can make their own fresh and great tasting coffee at home or at work as long as the beans are grown and processed at the best farms, and freshly roasted with love and care. That’s why we source only the finest and always send out your coffee to you within 1 week of roasting. Don’t get too startled when that heavenly aroma hits you!
We’re big on sustainability so we’ve adopted the Direct Trademodel to give you traceability of our coffees and ethical choices. Our farmers receive a bigger share of the final retail value and this is just one of the ways we show our appreciation for their skills and hard work as growing and processing specialty coffee is a real art. We aren’t 100% Direct Trade yet, but we’re definitely getting there.
Although we think you’re likely to get hooked on us, we know commitment can be a scary thing. We won’t tie you to any contract — you can edit, pause or cancel your subscription at any time, with zero commitment. And since change is only natural, you can update your profile so we can recommend you a coffee better suited to your needs and preferences.
It takes at least 3 years for a coffee seedling to grow into a tree, up to 4 weeks for coffee cherries to be processed (depending on the method and climate), and 8-12 minutes to roast coffee beans. Finally, it takes an average 7-10 days for freshly roasted coffee to “de-gas”, which helps the beans to settle, giving you a more balanced cup. Since we send out your coffee to you within a week of roasting, by the time you receive it, your coffee is at it’s best for your enjoyment.
Meet the team
Always buzzing with excitement and ideas, multi-hat-wearing Ernest is constantly on the move and operating on overdrive. That's how he gets things done.
Grounded, big-hearted, and driven by a growth mindset, Carl’s personal mission is not just to take our brand but also our people to great new heights.
Faye’s fun, free spirit is evident in the Hook identity. She’s dedicated to building the brand—focused on customer engagement and committed to making a difference.
As our resident coffee expert, Kit’s the guy behind your delicious roasts. He's incredibly friendly and patient, and always eager to share his knowledge and skills.
Sam's the steady-pom-pipi office mom who ensures everything's always running smoothly, and that includes the roasting of our coffees with love and care.
Jia loves listening to K-pop while she diligently prepares your coffees for delivery day in, day out. When she’s not buried in coffee, she’s the life of the party.