Highly Commended at Great British Brands 2025

In the tenth anniversary edition of Great British Brands, Country & Town House named Difference Coffee Highly Commended in the Best Emerging Brand category, with a two-page profile headed Sourcing the world's best for coffee-lovers and top chefs, in capsule form.

Written in Amir Gehl's own words, the profile goes back to the idea behind the company in 2016: buying rare coffees such as Jamaica Blue Mountain and Kona, putting them in capsules, and selling them to curious coffee lovers. It follows the story from the first Michelin-starred chef to get in touch in 2017 to the hundredth Michelin-starred restaurant four years later, and to Enrico Crippa's three Michelin-starred Piazza Duomo in Alba. Amir sums up the journey simply: "if you have determination, quality and craftsmanship, you can beat Goliath."

The profile closes with the opportunities ahead, including a new partnership with a farm in Brazil to create a coffee dedicated to luxury hospitality.

Great British Brands 2025, Country & Town House, pages 100 and 101.