About
From our roastery in Italy, we source, roast and share specialty coffee with the world.
“We want to challenge expectations of how coffee should taste, because we believe it can be truly extraordinary.
Through our sourcing and roasting approach, we aim to spark curiosity and inspire awareness, in Italy and beyond”.
— Matteo Pavoni, founder
Our story
Peacocks Coffee was born from a journey that began in London, England.
At 19 years old, Matteo Pavoni left his hometown in northern Italy for London, seeking adventure and new experiences. A job in a small café near Trafalgar Square, under the guidance of coffee master Thomas Bruckus, sparked his passion for specialty coffee.
London became Matteo’s coffee classroom, immersing him in a vibrant community of roasters, cafés and exceptional coffees. Over five years, he worked as a barista, trainer and roaster, including two years at the world acclaimed Colonna & Smalls in Bath.
In 2018, fueled by a desire to bring this knowledge and fresh approach to Italy, a country rich in coffee tradition but slow to embrace specialty coffee, Matteo returned home. Together with his brother Riccardo, he founded Peacocks Coffee, ready to take on the challenge.
Our coffee philosophy
Peacocks Coffee is a small team led by young professionals.
Behind every coffee we select and roast you can truly see our identity.
We work closely with producers who respect the land and the people who cultivate it. Each lot is roasted with tailored profiles designed to highlight its unique sensory qualities. Our curated selection reflects these values and stands out for its taste and complexity.
For us, every coffee is much more than just a quality score: it’s a story, a relationship and a commitment to excellence.
Awards and milestones
From competitions to meaningful partnerships, our journey has been filled with experiences and achievements we’re truly proud of:
2018
• 🎉 Foundation!
2022
• 🏆 1st Place Italian Barista Championship
• 🌍 11th Place World Barista Championship
2023
• 🌱 Matteo brings Excelsa, a rare and forgotten coffee species, to the competition stage
• 🥈 2nd Place Italian Barista Championship
• 🎤 Matteo speaks at the World Coffee Conference in India
• 🤝 Collaboration & visit to Mooleh Manay Estate in India, producers of Excelsa
• 🎤 Speaker at a side event during the World Food Forum Flagship of the Food and Agriculture Organization of the United Nations (FAO), ideated by Lucia Rivera.
2024
• 🥈 2nd Place Italian Barista Championship
• 🌱 Sourcing with a stronger focus on agroforestry practices
• 🎤 Speaker at the 9th World Forest Week and the World Food Forum Flagship at FAO
• 🐌 Joined the Slow Food Coffee Coalition
• 🤝 Meet farmers in Guatemala and collaborate with young producers - with Lucia Rivera
• 🤝 Official distributors of Stronghold Roasters in Italy
Why are we different?
We bring a fresh, global perspective to Italy’s conventional coffee scene.
Among hundreds of roasteries, we stand out by mastering every step: sourcing, roasting, brewing and training.
More than great coffee, we share knowledge and passion, inspiring you to make our approach your own.