Keys To The Shop : Equipping Coffee Shop Leaders 217 : Should you Roast your own Coffee? w/ Joe Marrocco
Ah roasting coffee, many shop owners are planning what they want their business to look like in the future and how they can make it more resilient and roasters/retailers seem to have some more flexibility in what they can do in this crisis. the idea to roast coffee for yourself can seem fairly simple but there are more issues to consider than one may think.
What is the case for and against roasting your own coffee and how can you make the right choice for your business? What are the key considerations to work through that determine if you will be a good roaster or a bad one? Today we get to really explore this subject and generally the art of being a great roaster with the ever insightful, Joe Marrocco!
Joe is heading up the U.S. division of German based green coffee importer List and Beisler and has been an accomplished coffee professional since 2005. Joe has been a barista, a café manager, a roaster, an educator, a leader in the Barista Guild of America, and a barista competitor. Prior to List and Beisler he was the long time Sr. Sales Associate and Director of Education at Café Imports, and Educator in collaboration with Mill City Roasters and is widely considered the go-to guy in the industry for deeply useful and practical knowledge in all things roasting.
I am thrilled to have Joe back on the show to explore the subject of becoming a roaster and whether it is the right move for you to make or the worst move you could make. In typical Marrocco fashion, Joe lays out several well reasoned approaches to both sides of the issue and we leave having gained clarity and direction.
In this episode you will learn:
- Why you should or should not start roasting
- The logistical concerns behind the scenes
- Do you save actually money?
- The metric of joy and health
- Questions and Factors in profitability
- Benefits of retail before wholesale
- Manual vs automation in roasting equipment
- Tips for being a good roaster and avoid being a bad one
- Trends vs authenticity
Links:
Related episodes:
026 : What Your Roaster Wants You to Know w/ U.S. Roasting Champion Mark Michaelson
063 : What Your Roaster Wants You to Know w/ Rob Hoos
20 : Transparency and Origin Knowledge in the Cafe w/ Joe Marrocco
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