Keys To The Shop : Equipping Coffee Shop Leaders RoR #39: Making Big Impact with Small Batch Roasting w/ Adrian Seligman Founder of Scandinavian Alps Coffee Roasters!
Nov 2, 2025
Adrian Seligman, founder of Scandinavian Alps Coffee Roasters in Norway, shares his inspiring journey from ski instructor to coffee artisan. He discusses the beauty of small-batch roasting, emphasizing agility and community engagement. Adrian explains his Nordic roasting philosophy and how he creatively blends to make specialty coffee approachable. He highlights the importance of feedback loops in refining roast profiles and the unique challenges of running a roastery in remote areas, where innovation meets tradition.
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Flat White Sparked A New Career
- Adrian discovered specialty coffee through a flat white in New Zealand and it hooked him into the culture.
- His skiing career and travel across countries exposed him to diverse coffee scenes and launched his coffee journey.
Source Widely, Start With Friendly Origins
- Reach out to importers for diverse samples to discover what fits your customers and palate.
- Start with approachable origins like Brazil or Guatemala as gateway coffees for broad appeal.
Roasting From A Barn With A 2.5kg Roaster
- Adrian started roasting in a tiny rented barn office on a 2.5 kg propane Diedrich because of space limits.
- He roasted while ski teaching, finishing his first half pallet over the following summer and improving through repetition.
