In the heart of Elephant & Castle, HEJ Coffee has grown from a Scandinavian-inspired idea into one of London’s most forward-thinking independent roasteries. What started as a simple hello - “hej” in Swedish - has become a coffee company built on innovation, sustainability, and the belief that great coffee should bring people together.

In this interview, we sit down with co-founder Mathew Keech to hear how HEJ is reimagining the coffee space: from carbon-negative retail bags and zero-emissions deliveries, to community initiatives that spark conversation and connection across the city of London. 

Tell us a little about yourself and Hej Coffee

We are Hej Coffee. I'm Matthew Keech, Managing Director. We've been a cafe for about 11 years now. We roast coffee mainly for wholesale customers, but also for independents and the people who visit our cafes.

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How would you describe your story so far?

We started as a small cafe in Bermondsey. As we grew, we realised the importance of sustainability and fell in love with doing the right thing. Originally, we weren't roasting our own coffee, so we moved to Elephant and Castle, got our first roaster, and fell in love with the process - being in touch with the farmers and the product.

We deal with a natural product, so we're invested in the environment. We know what happens with small or big changes, and that we're directly impacting coffee growing regions. It's not lost on us.

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Sustainability is clearly a big part of your approach. Has this always been the case?

We want to have the lowest impact possible wherever we can. When we first started roasting, we looked at the industry’s standard bags and boxes and thought we could do better. We began delivering in reusable containers and giving customers reports showing how many bags and boxes they'd saved.

We've expanded on that now. We've got an induction-powered roastery using all electrics, and we’re really conscious about packaging. Working with people like Notpla gives us another way to make a big difference.

When did you first hear about Notpla and what made you want to switch?

When I first heard about Notpla, we were already talking about low carbon. I've done life cycle assessments on our coffee and we've got a really low carbon score, but that's not enough. John Davies from Levy told me about Notpla. Then I saw him walking in a stadium with Prince William and thought, this is serious.

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What packaging were you using before?

Before Notpla, we used whatever we thought was right at the time. We always tried to do the right thing, but information catches up with you. We found out it wasn't as compostable or sustainable as we were led to believe.

Now, with the research and information available, we’re confident that Notpla has given us the right solution.

Since switching, have you experienced any change in your waste management systems?

The waste packaging normally leaves our stores, so it's even more important to get it right because we don’t control what happens after. Knowing that it’s home-compostable - or that if it does end up in landfill it still has a safe end of life - gives us peace of mind.

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What would you say has been your biggest barrier to sustainability?

The biggest barrier is innovation and products. Most people want to do the right thing, but they need access.

That’s why we need people like Notpla to bring us new solutions, explain why they’re important, and show how they’ll help our business.

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What’s the coolest thing you’ve seen from your sustainability efforts?

The coolest thing is the community that’s built around sustainability. It’s nice meeting like-minded people who share the same vision — it vindicates the decisions you’ve made, even when they’re hard or expensive.

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Finally, what does it mean to be called a ‘Sustainability Legend’?

I'm smiling at that term. But what it really means is I’m part of a community with the same vision and ambition to do things better. There’s nothing better than being part of a movement that’s doing the right thing.

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Why Innovation and Community Matter in Sustainable Coffee

HEJ Coffee proves that sustainability isn’t just about products - it’s about mindset. From rethinking packaging and investing in zero-emissions roasting, to building a community of like-minded businesses, Mathew and the team show that innovation and connection can reshape the coffee industry for the better.

At Notpla, we’re proud to partner with pioneers like HEJ Coffee - independent roasteries proving that with curiosity, collaboration, and conscious choices, the future of coffee can be both sustainable and inspiring.

Want to join the movement? Become part of Notpla’s Sustainability Legends – our programme celebrating food and drink businesses raising the bar for sustainability.

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Watch the full interview here >