Moree
The Challenge
Coffee and dry food move through supply chains in single-use packaging that gets used once and thrown away. Coffee alone wastes around $1 billion worth of packaging every year. For small food businesses, the waste is also a cash problem. Suppliers demand high minimum orders, so money gets tied up in stock. That stock takes up storage space. Then it goes to landfill after one use. Roasteries, refill stores and food brands want to cut the waste, and their customers increasingly expect them to. What they can’t do is add work to an already stretched operation.
The Opportunity
Moree is a closed-loop packaging system for coffee and dry foods, and it works at two scales. For wholesale, SmartPak Max carries 5kg deliveries from roasteries to cafes, restaurants and offices. Cafes post the empties back in bulk, the packs are washed, and they go out again. For retail, the 500g SmartPak Mini is sold through roasteries and refill stores. Customers own it and bring it back to refill with coffee, granola, snacks or other dry goods. MoreeOS, our tracking platform, uses QR and RFID to follow packs through the loop. Businesses can see what’s out, what’s back and how hard each pack has worked. That visibility keeps return rates near 100%. A life cycle assessment with Imperial College Consultants found that, over a SmartPak’s lifetime, the system produces 99% less CO₂ than single-use packaging and 97% less waste.
The team
The Venture
Business Model
Customers buy packs outright and reuse them for years, which turns a recurring packaging cost into a one-off investment. We sell to three groups: roasteries for wholesale delivery, refill stores for retail refills, and food businesses looking for reusable merchandise. MoreeOS runs on a low monthly subscription after a free introductory period, which gives us recurring revenue alongside hardware sales. Custom-branded packs carry a premium, and volume pricing rewards customers as they scale. Most roasteries break even in under a year. We sell direct in the UK and EU, and through distribution partners in North America and France.
Competition
Our main competitor is the status quo: single-use multi-layer bags, cardboard boxes and mailers, including recycled LDPE. Reusable consumer containers such as Loop and Tupperware sell to households as standalone products. Moree is a system built around businesses. It covers wholesale delivery and in-store refill, with tracking built into every unit. The packs are flexible, so they store flat and post cheaply, and they are machine-washable.
Traction
Moree works with more than 100 roastery customers, including Origin, Caravan, Volcano and Darkwoods. There are 10,000 SmartPaks in circulation, and the return rate across our active customer base is close to 100%. We have been revenue-generating since 2025. Beyond coffee, we supply our reusable IcePak to The Modern Milkman. We sell internationally through distribution partners in Canada/USA and France.
Awards & Milestones
Winner, Packaging Start-up Awards 2023, London Packaging Week. Life cycle assessment completed with Imperial College Consultants (Department of Chemistry). Selected for accelerator and grant programmes including EIT Food Accelerator Network (Bilbao hub, 2025), Undaunted Greenhouse, ReLondon, Futury, OneTech Lambeth Net Zero, Greentech South Low Carbon Solent, EUSPA Galileo, Just Transition and AD stretch.