When people ask us where Rooted Roast comes from, the answer is simple: Dagali. Not because that is where our roastery and café are located. But because this is where the story truly began.
When people ask us where Rooted Roast comes from, the answer is simple: Dagali.
Not because that is where our roastery and café are located. Not because it is our business address. But because this is where the story truly began.
At a time when new coffee brands seem to appear everywhere, we knew we did not want to create just another bag of coffee on a shelf. We did not want to focus only on beans, roast profiles, or tasting notes. We wanted to create something that connected great coffee with places that mean something.
That idea became Rooted Roast.
Dagali is not a place most people discover by accident. It is a landscape of mountains, forests, rivers, and open skies. A place where time slows down. A place where silence still exists. A place that reminds you to pause, look around, and appreciate the moment you are in.
It is a place that inspires us every day.
When we started thinking about our very first coffee edition, there was never any doubt about what it should be called.
It had to be Dagali Edition.
Not because it is where we work. Because it is where we belong.
As Rooted Roast has grown, new editions have followed. Each one tells the story of a different place. Hardangervidda Edition reflects the freedom and endless horizons of Norway's largest mountain plateau. Geilo Edition captures the energy of mountain life, outdoor adventures, and the people who come here to experience them.
Yet every one of those stories begins in the same place. Dagali.
That is also why we chose to connect each edition to a real location through a QR code on every bag. By scanning it, you are not just learning about a coffee — you are discovering the place that inspired it.
We want people to take home more than a bag of coffee.
We want them to take home a memory. A reminder of a hike through the mountains. A quiet morning by a lake. A weekend spent exploring Norway's wild landscapes. Or simply a moment worth remembering.
Because we believe coffee can be more than part of a daily routine.
It can become part of a story. A connection to a place. A reminder of an experience. And sometimes, it can take you back to a place you love, even when you are hundreds of kilometers away.
That is why Dagali will always be the heart of Rooted Roast.
Because this is where the idea was born. This is where our story started. And this is where every new edition still finds its roots.
— Nicole, Milan & Max Dagali, Norway
