Keys To The Shop : Equipping Coffee Shop Leaders 544: Love Coffee, Control Caffeine w/ 2013 WBC Champ Pete Licata of Caffeine Control Coffee
Coffee. We love it so much! However, in spite of our love for coffee, we have all been burned by taking in just a little too much caffeine as we sip, cup, and enjoy. As technology and methods around decaf coffee have improved and evolved, so too has the demand for having more control over the stimulating effects of the beverage.
This is where Caffeine Control Coffee comes in to educate us on caffeine and provide options for people who want to love coffee but stave off the less desirable impacts of it.
Beginning in 2003 as a barista in college, Pete Licata fell in love with both coffee and the industry behind it. As he worked in various cafes he took on leadership positions as well as roasting he also became deeply involved in competitions leading to his 2x US Championship titles and finally winning WBC in 2013.
Pete is a longtime coach and mentor for world class baristas and founder of Licata Coffee Consulting. In 2019 he took on R+D and eventually the role of Head of Coffee work in Australia for Nomad Coffee Group
In 2025 Pete, along with his wife Maria, opened Caffeine Control Coffee. A business focused on bringing clarity on caffeine in coffee with a focus on wellness to the masses with products designed to control how much and when their customers drink caffeine.
We discuss:
- The Evolution of Decaf Coffee
- Quality and Consumer / Professional Perception of Decaf
- Intentionality in Coffee Blending
- The Rise of Conscious Consumption and Health
- The Issue of Traceability in Decaf Coffee
- Exploring Caffeine's Impact on Health
- Navigating Caffeine Levels
- Brewing Techniques for Decaf
- Eye Opening Caffeine Content Myths
- What The Future Holds For Caffeine Awareness
Links:
https://caffeinecontrol.coffee/
Related episodes:
- 154: Decoding Decaf w/ Mike Stumpf of Swiss Water Decaffeinated Coffee
- 168 : How to get the Best from your Coffee w/ WBC 2013 Champ, Pete Licata
- 350 : The Physics of Filter Coffee w/ Jonathan Gagné
- 003: The Role of Mentorship in Specialty Coffee w/ Pete Licata
- 452: Championing the Customer Experience in Coffee w/ 3x SA Barista Champion, Winston Douglas Thomas of Cedar Coffee
KEYS TO THE SHOP OFFERS 1:1 CONSULTING AND COACHING!
If you are a cafe owner and want to work one on one with me to bring your shop to its next level and help bring you joy and freedom in the process then email
of book a free call now:
https://calendly.com/chrisdeferio/30min
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