This excerpt from a homepage exploration mirrors Dean's desk at his roastery in Massachusetts

For the last 18 years Dean Cycon has been using coffee to deliver a difference to the lives of coffee growers across the globe. His disregard for convention and commitment to the plight of some of world’s most marginalized communities has lit up the lives of growers and drinkers the world over.

Right now the US coffee market is changing. The high commodity price has taken away the relevance of what many see as the 'dumbed-down' fair trade message of ‘we pay more’, and direct trade and other schemes are gaining market share. Mission Brand was brought in to help Dean re-energise the brand to bring to this market an authentic, relevant and maverick alternative to ‘the ways things are done’.