Episodes
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In this episode of the Coffee is Me podcast, Valerian interviews Mabel and Ming from Moonwake Coffee. They discuss their first sip of coffee, their professions, and why they decided to start a coffee company.
They also talk about the meaning behind the name Moonwake and their sales channels, including direct-to-consumer, farmers markets, and wholesale. They highlight the importance of building relationships with customers and the benefits of being part of the coffee enthusiast community.
They also touch on the challenges and rewards of starting a business and the importance of finding meaning in their work. MoonWake Coffee Roasters focuses on delivering excellent coffee experiences to customers through their micro-lot offerings and commitment to quality. They have a unique approach to roasting, offering a range of roast levels and highlighting the farm name in their coffee lineup.
The founders are passionate about the customer experience and wanted to create a positive and transparent environment. They made the decision to invest in a Cybertruck as a mobile coffee truck to solve problems, attract customers, and provide a unique experience. The biggest challenges for entrepreneurs are starting and dealing with uncertainty. It's important to take action and have a problem-solving mindset.
MoonWake Coffee Roasters can be found online and at the Cupertino Danza College Farmers Market, with plans to open a cafe and roastery in West San Jose.
Chapters
00:00 Introduction and First Sip of Coffee
02:41 Professions and Decision to Start a Coffee Company
08:18 Should You Leave Your Job to Start a Coffee Business?
16:20 The Meaning Behind the Name Moonwake Coffee
25:25 How to Find your First Customers
58:09 Thoughts on Sourcing and Creating a Coffee Portfolio
01:01:58 One vs Wide Range of Roast Degrees
01:04:42 About Quality and the Customer Experience
01:09:22 What Makes or Breaks a Coffee Business? Embrace Uncertainty
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In this conversation, Mariana Moreno from Tueste Café in Mexico shares insights into the Mexican specialty coffee scene and the growth of specialty coffee in the country. Mariana discusses the challenges and opportunities of being a woman in the coffee industry and the unique aspects of their coffee company, which includes a coffee school and a coffee shop. She also talks about their approach to sourcing coffee cherries then processing them themselves using their own processing style. Mariana shares their sales strategies and target audience, as well as the challenges of selling coffee to restaurants and hotels. In this conversation, Valerian and Mariana Moreno discuss the challenges of making coffee in restaurants and introduce a potential solution called the XBloom machine. They also explore the importance of roasting coffee to customer preferences and the influence of Mexican culture on coffee profiles. Mariana shares her vision for the future of Tueste Café and her personal growth as a coffee trainer.
Takeaways
The Mexican specialty coffee scene has been growing in the past decade, with a focus on quality and innovation in processing methods.Being a woman in the coffee industry can present challenges, but there is a growing community of women supporting and empowering each other.Selling coffee to restaurants and hotels can be a challenge, but there is an opportunity to educate and provide better quality coffee to these establishments.Social media, particularly Instagram, has been an effective sales tool for Tueste Café, along with word-of-mouth recommendations. For Tueste Café, roasting coffee to customer preferences is important for providing a personalized coffee experience.Mariana aims to make Tueste Café a reference in Mexico for coffee and coffee machines, while also becoming an SCA trainer. -
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In this episode, Austin and Colin from Mom and M Coffee share their journey from San Francisco to Cincinnati and the challenges they faced in opening their coffee shop. They discuss their decision to start roasting their own coffee and the process of choosing a roaster. They also talk about the benefits of owning their real estate and the foreign concepts they introduced in Cincinnati. Finally, they explain their coffee offerings and how they make decisions for their portfolio. In this conversation, Valerian and Colleen discuss various aspects of the coffee business, including coffee blends and single origins, the cost and quality of espresso, tips for starting a food business, the importance of passion and entrepreneurship, and future plans for both the business and the host. TakeawaysCoffee blends and single origins offer different flavor profiles and can be used in various brewing methods.The cost of espresso can be higher due to the quality of the beans and the complexity of the blend.Passion and entrepreneurship are essential for success in the food industry.Starting a food business requires hard work, dedication, and a focus on financial management.Future plans for the business include consistent quality, growth, and bridging the gap between farmers and consumers.Consider to own your real estate when launching a businessChapters00:00 Introduction and First Coffee Memories03:14 From San Francisco to Cincinnati06:34 Starting Mom and M Coffee09:30 Challenges of Opening Mom and M Coffee13:42 Joining the Mom and M Coffee Team16:05 Starting with an Airstream Trailer19:32 Introducing Foreign Concepts in Cincinnati21:55 The Offerings at Mom and M Coffee25:12 The Decision to Start Roasting29:15 Learning to Roast and Choosing a Roaster36:19 The Benefits of Owning Real Estate45:01 Roasting Portfolio and Decision-Making45:30 Introduction to Coffee Blends and Single Origins50:00 The Cost and Quality of Espresso52:06 Tips for Starting a Food Business56:23 The Importance of Passion and Entrepreneurship01:01:07 Future Plans for the Business01:04:01 Future Plans for the Host01:07:21 Where to Find Coffees.me
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In the bustling world of specialty coffee, where the beans tell stories and the aromas transport you to distant lands, one brand has been quietly brewing a storm, not just in a cup, but in the entrepreneurial world as well. Welcome to the universe of Hydrangea Coffee, a small specialty coffee brand that has managed to blend the rich notes of passion, quality, and smart business into a delectable brew of success.
A Sip into Billy’s JourneyBilly, the brain behind Hydrangea Coffee, didn’t always tread the coffee beans' path. His journey, deeply rooted in the logical realms of software engineering, took a flavorful turn when his passion for roasting coffee beans began to simmer through his professional life. But what was it that percolated this shift from codes to coffee?
Billy’s first sip into the coffee world wasn’t merely about the beverage; it was an exploration into the myriad profiles that each bean presented, a diversity that mirrored the various coding languages he worked with. His curiosity piqued, and what started as a side project to experiment with different coffee profiles, gradually brewed into a business that not only satisfied his creative palate but also carved a niche in the specialty coffee market.
The Essence Behind the NameThe name "Hydria," inspired by the ancient Greek vessel used for carrying water, symbolizes not just the fluidity and essence of coffee but also reflects Billy’s journey of pouring his creativity and expertise into a vessel that carries the rich, bold, and unique profiles of his coffee to the world.
Brewing Profit with PassionHydrangea Coffee, while being a beacon of quality and uniqueness in the coffee world, is also a testament to how a side gig, when brewed with passion and smart financial planning, can pour out substantial revenue. With just 20 hours of work per week, Billy manages to steam up a whopping $15,000 in revenue, showcasing that when passion and profession blend, it results in a rich, rewarding brew.
A Brand that Speaks Volumes with its BeansHydrangeaCoffee doesn’t just stop at being a specialty brand; it echoes the philosophy that quality and uniqueness can be more than just a business model. For Billy and Hydrangea, these coffees are an interesting venture, a journey where each bean is curated, roasted, and presented not just as a beverage but as an experience to be savored, especially by those who have a palate for fine dining and high-end wines.
A Future Steeped in Expansion and ConnectionWhile Hydrangea primarily sells through their website and a local café, utilizing a consignment model, the future holds plans of expanding their wholesale channels, reaching out to a larger volume of customers, and continuing to explore and present unique and funky coffees to the world.
Billy believes in the potential that younger generations and cultures, which were not traditionally steeped in coffee-drinking, bring to the table. They are open, willing to pay for an experience, and appreciate the nuanced art of specialty coffee making.
In a world where every sip tells a story, Hydrangea Coffee, and Billy have managed to create a narrative that goes beyond just a beverage. It’s a tale of passion, smart entrepreneurship, and a belief that quality, when presented rightly, finds its connoisseurs.
As Hydrangea looks towards the future, with plans to establish personal connections through trade shows and festivals, and enhance customer communication through newsletters and emails, one thing remains certain - every bean, every sip, and every customer will always be a cherished part of their journey.
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In this episode, Sameer takes us back to the origins of Voyager Coffee, a concept born out of a desire to revitalize their city, San Jose. As natives of the area, Sameer and his partner Lauren noticed a trend of friends and acquaintances leaving for more exciting urban centers. Determined to inject vibrancy into their hometown, they envisioned Voyager Coffee as a catalyst for community-building and a hub of creativity. With a humble beginning as a coffee cart, Sameer and Lauren's dream gradually took shape. They poured their hearts and souls into their venture, starting with a meager three-kilo San Franciscan roaster in a garage. Despite the challenges they faced and the financial hurdles along the way, their dedication to quality and the farm-to-cup experience propelled them forward. Join Sameer as he discusses the pivotal moment when Voyager Coffee transitioned from a multi-roaster model to establishing their own roastery and chain of five coffee shops. Discover the motivation behind this bold move, driven by a desire to be closer to the source and have a direct impact on the coffee they served. Witness their journey of growth, from a small-scale operation to a multi-location coffee empire, with beautifully designed cafes that have become iconic in the South Bay area. Through this conversation, you'll gain insights into the intricacies of running both a cafe and a roastery under one umbrella. Sameer shares the challenges they faced, the complexities of managing hierarchical lines of communication, and the financial considerations that come with expanding their business. Learn from their experiences and discover valuable lessons for aspiring coffee entrepreneurs. If you're passionate about specialty coffee, community-building, or the entrepreneurial spirit, this podcast episode is a must-listen. Course: Sameer Shah will be sharing his extensive knowledge on "How to Start a Coffee Shop" as a course instructor at the esteemed Boot Coffee campus. Gain valuable insights and practical tips from Sameer, who has firsthand experience in building and growing Voyager Coffee. Don't miss the opportunity to learn from a true industry expert and take your coffee shop dreams to new heights. Ready to be captivated? Tune in to the podcast now and unlock the secrets to building a thriving coffee business with Sameer Shah of Voyager Coffee.
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In this episode, we chat with Erich Joiner, founder of goodboybob coffee in Los Angeles, California. GBB has gained a reputation for sourcing the world's best coffees, including top lots from Cup of Excellence.
Initially catering to his friends and colleagues in the film industry, Erich's passion for specialty coffee was sparked by the unique flavors and aromas he encountered. We explore how he manages to sell these high-end coffees and how GBB's hard-to-find location in Santa Monica adds to its allure.
As a filmmaker and race driver who never drank coffee, Erich shares his journey of learning to roast and select the perfect coffees for his portfolio. He also talks about his bold mission to bring his coffee to rural America and his promising initial trials.
This episode is a departure from the norm, as Erich's goal is to have fun rather than make a profit. In a world tired of generic brands, unique and quirky experiences are increasingly valued. Find out how GBB fits into this trend by tuning in!
Enjoy the episode!
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How and why did Hiver start Chromatic coffee? His origin story is really inspiring. So many people say “this is what I want to do,” but what are you ready to give up? Would you give up your comforts, free time, and risk your financial security?
Difference in doing business in the central EU and USA. What kind of personality you have to be in order to become an entrepreneur? In this episode we will discuss two very different worlds of entrepreneurship.
When it comes to roasting and packaging, custom modifications are in the DNA of the company. Chromatic is well known for its variety of packaging designs. What is their secret? How can they have limited edition designs on their packaging? Hiver opens up about the benefits and efficiency of hot stamping and tells us about their modification on the hot stamping machine which helps them stay relevant.
Our wide-ranging conversation answers such questions as where Chromatic get its coffee and why they offer robusta; tips on how to buy coffee Direct Trade, and whether coffee importers are your best friends or your foes. Hiver also has suggestions on where to get money for starting your coffee roasting business and what it means for your future ownership.
Coffee Review scores were very helpful for Chromatic at the beginning. This customer-oriented service attracts plenty of controversy in the industry, but the truth is, these scores help customers to understand your product and will influence your sales.
Finally, we discuss Chromatic’s very interesting and engaging website reward program. Find out from Hiver whether this program has been worth the investment.
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Talking with former student of mine Sebastian Ramirez about his tips for new coffee shop entrepreneurs.
Cafetal Coffee is a Specialty Coffee shop located near ASU in Tempe, Arizona. offering coffee from their family farm in Colombia and serving Latin infused breakfast and lunch!
Sebastian was very generous and shared a lot of useful tips for everybody who is thinking to open a cafe or a coffee shop.
00:00 Introducing Sebastian Ramirez Cafetal Coffee00:48 Sebastian's First Coffee Experience02:14 Is taking a Q Grader course a good way to start a coffee shop? Why does Sebastian work with coffee07:08 Why start a coffee shop? The foundation story of Cafetal Coffee.12:30 About Cafetal Coffee's coffee shop menu. Do sweet drinks, QR codes, and pastries belong to a specialty coffee shop? 25:50 Tips for how to buy a coffee shop? 31:30 The largest expenses when running a coffee shop37:13 How do you find baristas and employees for your coffee shop?39:25 Profit sharing, employee-owned coffee shop, and other "crazy" ideas for keeping your coffee shop staff happy and motivated. 51:12 Does it make sense for a coffee shop to roast its coffee? What is the ideal size of a coffee roaster for a coffee shop?1:06:05 what other products except coffee make a coffee shop profitable?1:13:11 ❤️ for Ukraine1:15:58 What margins should one use to make a coffee shop profitable?1:20:30 The Best coffee in the world is ...1:25:26 What is the most profitable food product in a restaurant?
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Come explore the specialty coffee scene in India with us and Rahul Reddy. Rahul is the founder of Subko Coffee Roasters, a revolutionary coffee concept that sources the best lots from local farmers for the local consumers.
This is the first episode recorded with video, so if you want to see our faces, join us on YouTube.
https://www.youtube.com/channel/UCa5A34qegnupOj_gt04Jzhw
In this episode we cover the topics of cupping and calibration, the specialty coffee scene in Mumbai and the Subko Coffee Roasters origin story.
Rahul tells us more about his vision and the benefits of connecting a bakery with his coffee roasting brand.
We touch on the subject of production and why Subko uses Giesen coffee roasters.
Subko's branding and social media presence is very impressive, and so we definitely had to talk about that.
Finally, Rahul shares a few tips for future coffee entrepreneurs and asks me a question about how Asia as a coffee origin has a future in the specialty coffee industry.
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In this episode we talk with Eddie Alaniz about his brand Coffee Conspiracy.
Eddie's brand is a lockdown businesses. While most cafes had to be closed, Eddie offered single origin cold brew to the beach crowd in Santa Cruz.
Despite his humble beginnings, Eddie did not stop with his cold brew cart. His next move was to start to roast his own coffee and sell it via an online store.
How did he do it? What is the most important aspect of a successful coffee business? The interview was recorded during a session of the Coffee Roasting Lab PRO - Business. Join us for the next one!
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In December, we held the Roasting Lab PRO Course, where future coffee entrepreneurs study efficient ways of roasting, developing products, packaging and branding, understanding sales channels, not to mention having an awesome time exchanging ideas and meeting like-minded people from all over the world. I run this course every 3 months; it is limited to 6 students, and the next one is coming up in March.
One of my favorite parts of the course is our guests, who come to share their coffee business experience and are willing to reveal their trade secrets. In the last course, we were joined by Joey and Sandra from Pink Owl Coffee. As I have mentioned before, I am one lucky guy! The students asked really useful questions, Sandra and Joey's energy was intoxicating, and all I had to do was record it. I hope that some of that energy will rub off on you too.
In this episode we discuss:
- How to start a café serving specialty coffee;
- What marketing tools you should use;
- How to go about branding your cup, merch, etc.;
- Why Joey and Sandra ultimately decided to roast their own coffee;
- Mistakes they made and you can avoid;
- The types and number of products a café should offer, and how Sandra finds the best deals and quality for their offering;
- How Joey chooses the equipment for the café and whether used coffee gear is a good idea;
- A few ideas on how to finance a coffee shop, drawing on Joey's experience as a finance guy.
There is much more wisdom in this podcast and yes, it is almost 2 hours long. I believe that the shared know-how and value is incredible, so I decided to keep it as is.
ENJOY!
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In this episode, Daniel Streetman explains how you can start a coffee roasting business with minimal investment.
After Daniel was laid off during the pandemic, he and his wife Ella looked deep into their wallet and figured out that the most they could spend on their new company was $2500.
I love to brag about how I started Green Plantation with only $8000, but I would never even attempt to start a coffee roasting business with $2500, especially not in San Francisco.
In this episode Daniel reveals how they did it, where they found their first customers, and how they have grown since then. Spoiler alert, your neighborhood can be much more powerful than you think.
In this episode we will also address branding, SEO tips, and we will talk about the power of customer reviews and engagement.
Daniel is also a trainer at the Boot Coffee Campus, so I took the opportunity to talk about the SCA courses and the SCA Foundations Week we are planning in January 2022.
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In this show, I interview Gleason Jones from Opelika, Alabama and founder of Minimalist Coffee. Minimalist Coffee is the brand new venture of this 25-year-old entrepreneurial gentleman, addressing the need for a good, freshly roasted coffee with associated charity contributions in the local community.
Gleason dared to violate my rule for the size of the coffee roaster. How's that working for him? Can he make a sustainable business with a 2 kg roaster?
Gleason owns a former school bus that he retrofitted for mobile coffee sales. The coffee bus drew not only my attention, but also that of the local young coffee lovers hovering around it. Gleason reveals his first triumphs and mistakes selling coffee this way.
Can social media influencers help sell your coffee? Gleason shares his experience.
Finally, Gleason reviews what it was like studying at Boot Coffee Campus and Valerian describes a new course for coffee entrepreneurs.
Enjoy the show.
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For this episode we asked you, our listeners, to send us questions - and to plug your business.
You sent thought provoking questions which challenged us -- Valerian and Marcus to think outside the box, share their experiences, and call upon their combined experience to come up with possible answers.
We have tasted and drank a lot of coffee, and listener Katie asks us to name the single best cup of coffee each of us has ever had, in our entire lives. Did we choose one of the award winning geshas we often roast and cup, or some experimental process, or something else entirely?
Tune in and hear our opinions of the optimal location to open a roaster / retail store. Valerian shares an interesting challenge he faced at Green Plantation opening in a beautiful rural setting.
Other listeners asked about ideal roast profiles which leads Marcus to encourage all roasters to become confident cuppers and to be rigorous about tracking their data. Our listen John Bergman from Hacienda Coffee had a very specific question about sample roasting on a fluid bed roasters versus a drum roaster, and our hosts discuss the challenges and possible solutions to roasting on machines that utilize different thermodynamic principles.
Marcus and Valerian also discuss how they approach blends and Marcus challenges Valerian to try a new technique. Does it matter if coffees are blended with vastly different physical characteristics? Will a blend taste good if you give up some control in the name of consistency? Is the cupping table the best place for product development and QC, or should you use other brew methods too?
We hopee you enjoy hearing from listeners and our feedback. Maybe in the future we’ll answer your question.
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Anya and Matt are prime examples of the American dream: they had a dream and they invested all their time, money, and energy to make it a reality. The result has enriched the L.A. coffee culture and brought a unidog to the bottom of the cup. As a European living in the USA, I have always admired the entrepreneurial spirit of my American friends, and I love the unidog. If you do not know what a unidolg is, don't worry, we talk about it in the podcast.
In this episode, we talked about the process of starting a cafe, and Anya and Matt explain why was it important for them to roast their own coffee. Spoiler alert--it was not the cost.
I feel very proud that Anya and Matt implemented the roasting model that works so well for my European business, Green Plantation, where we roast two days a week and spend the rest of the time on sales, marketing, or resting. Guess where they learned about it? Yes, it was in this podcast.
Anya and Matt love to travel and during these travels, they have developed special relations with farmers in coffee lands, bringing them even closer to their coffee and enabling them to relay the story of each coffee in real depth for their customers.
Meeting Anya and Matt was truly amazing and we clicked right away. I'm only sorry that it took me such a long time to bring their wisdom and energy to this podcast. But here it is and I hope you will enjoy listening as much as we did recording it.
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In this podcast I interviewed Darren Spicer of Clutch Coffee Bar, a fast-growing coffee drive-through chain.
Drive-throughs are a bit foreign to me. I've never used one and personally I consume coffee differently, but most Americans welcome a good coffee on the long commute to work.
I am always intrigued about the unknown, so I was very happy when Darren's path crossed with mine in this podcast episode.
Like a good drive-through, Darren is a very composed, efficient and to-the-point fellow. If you are playing with the idea of starting a coffee drive-through, there is plenty of gold for you in this episode.
We will discuss the best locations for a successful coffee drive-through, the way to make your coffee service efficient, and the most popular and profitable beverages in your café or coffee drive-through. We also touch on the advantages and disadvantages of a franchise model, and whether a coffee drive-through would work in Europe.
Enjoy this episode!
CLUTCH COFFEE BAR WEBSITECLUTCH COFFEE BAR INSTAGRAMCLUTCH COFFEE BAR FACEBOOK
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Last year my business partner William Murad and I offered our coffee roasting company, Unleashed Coffee, for sale over this podcast. You know me by now, I live for experiments like this. I was curious whether this podcast was influential enough to sell a company. Spoiler alert! The answer is YES.
For this episode I interviewed the new owner - Kelly Abbott. The deal is done, and in the first part of the interview I was curious to look behind the curtain from when we were negotiating the sale of Unleashed Coffee. I think this part is super useful for anyone who is planning to buy or sell a small business: you can learn from our strategies, wins and missteps in the process.
In the other part of this episode, I wanted to find out what happened after we sold the company to Kelly, what were her first steps and what are her future plans with the company.
On this podcast we have featured a lot of great coffee business origin stories; most of these companies are doing amazing things in the industry and inspire us all. Our goal is always to show our companies’ projects in the best light and to focus on success. But the truth is, sometimes doing business is hard, frustrating and overwhelming. Kelly and I opened up about this taboo topic in the entrepreneur's world.
Have you ever wondered whether your product is too cheap? Is it better to offer a more expensive product and subsidized free shipping, or a cheaper product and let the customer pay for shipping? Kelly was inspired by the Amazon Prime model and made her own discovery in this field. We talk about this decision on the podcast.
Enjoy the show!
PS: Please ignore my bad math in the intro of the podcast. We are doing the 7th season of this podcast, not the 6th! Thank you for all your support!
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In this podcast I welcome back Marcus Young from Boot Coffee.
This is an episode where we discuss the most common questions we get from our consulting clients. No, you do not have to pay a dime for this, but a review on Apple Podcasts is welcome. Thanks.
We start the podcast with a discussion about designing a roast profile. Is there such a thing as a correct approach? How many roast profiles should a roasting company have?
Then I put a gun to Marcus's (and my head) and force us to come up with only one roast profile for a new startup. How would it look and why? Only one way to find out: click that Play button.
When starting a coffee roasting business, you most likely will have a limited budget and will have to compromise on the quantity of green coffee you can purchase. Each of us came up with three types of coffees we would want to launch with. Spoiler alert: one of them is a decaf. What? Yes, decaf. Why? Find out in this episode of the podcast.
Should a coffee roasting startup buy their coffee through direct trade or use an importer? If you go with an importer, Marcus (a former green coffee trader himself) will give you a few tips on how to develop relationships with importers.
Finally, in this episode we revisit the ideal size of a coffee roaster. Finally we agreed on something with Marcus! :)
We hope you will have as much fun listening to this podcast as we had recording it.
We have officially launched Black Friday deals, hence this is the Black Friday edition. Until December 1st, 2020 you can enjoy one of these deals. Use coupon code: coffeeisme
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In this podcast I talked with Lee Pike from the International Women's Coffee Alliance, about the role of women in the industry and what the IWCA does to help improve the life of women coffee producers.
The IWCA is a global network of self-driven chapters focused on achieving sustainablelivelihoods in their communities. Each chapter sets and pursues its own goals, guided by the IWCA Code of Conduct. All are united by the IWCA mission: to empower women in the international coffee community to achieve meaningful and sustainable lives and to recognize the participation of women in all aspects of the coffee industry.
We also touched on sensitive topics, including why the Coffee Is Me podcast does not have more women on the show, why our industry is male dominated and whether the lots produced by women farmers have any specific recognizable taste profile.
I was also interested to know if there are benefits to roasting companies marketing their coffee as coming from a woman producer.
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I met Frankie at one of the Q Grader courses at Boot Coffee. She was 12 and taking part in cupping with us.
In this episode I am talking with Frankie Volkema about her brand, Joven Coffee. Frankie's mission is to introduce consumers to young coffee producers. Her goal is to help these producers stay in the coffee industry and to create a sustainable future for them.
Frankie shares some insights on being a teenager entrepreneur, and gives some ideas for other aspiring young entrepreneurs.
Frankie and I also talk about her Q Grader course and exam. I was impressed that she passed these rigorous tests and I was curious what tips she might have on how to pass your Q grader exam.
Enjoy the episode.
For links mentioned in this episode please visit : Coffee Is ME.
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