Tim Wendelboe Podcast Episode 20 - What Does a Coffee Importer Do? A conversation with Morten Wennersgaard
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Oct 24, 2022 
Morten Wennersgaard, co-founder of Nordic Approach, shares his extensive experience in the coffee industry, emphasizing the critical role of coffee importers. He discusses how Nordic Approach ensures quality and transparency in green coffee sourcing, particularly for small roasteries facing unique challenges. Morten delves into the complexities of coffee pricing and the importance of building strong relationships with producers. The conversation also touches on sustainability issues in the coffee sector and the evolving strategies to maintain high-quality products without sacrificing values.
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Founding Nordic Approach
- Morten left Solberg&Hansen in 2011 to start Nordic Approach focused on green coffee importing.
- He spent months researching Africa and building initial supply chains before the first shipments in 2012.
Quality Then Transparency
- Nordic Approach sources only high-quality, traceable coffees and shares full product information.
- They prioritize quality first, then transparency and partner values across the supply chain.
Treat Importers As Your Sourcing Partner
- Use an importer as a service hub: they cup, roast samples and manage orders so roasters can buy single bags or pallets.
- Plan purchases with your importer to secure the profiles and volumes you need ahead of season.