Keys To The Shop : Equipping Coffee Shop Leaders

RoR #33: Roasting for Different Cultivars w/ Rob Hoos | Rob Hoos Coffee Consulting

Mar 26, 2025

Rob Hoos, an industry-leading coffee roaster and consultant, dives into the world of coffee cultivars and their unique characteristics. He discusses insights from his new book, highlighting how specific roasting techniques can enhance flavor profiles based on the cultivar. The conversation challenges traditional methods, emphasizing empirical data over anecdotal evidence, and the importance of adapting roasting styles to meet customer preferences. Hoos encourages roasters to engage in experimentation for optimal results and a deeper appreciation of coffee.

46:45

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Episode guests

Rob Hoos

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Quick takeaways

Understanding the unique characteristics of coffee cultivars is essential for optimizing roasting techniques and enhancing flavor profiles.

Rob Hoos advocates for innovative roasting methods that challenge traditional beliefs, particularly regarding the Marigohipe cultivar's roasting preferences.

Roasters should balance their craft with customer preferences to create offerings that resonate while pushing the boundaries of flavor innovation.

Deep dives

Understanding Roasting Speed and Quality

Faster roasting styles are becoming popular in the coffee industry, driven by advancements in roasting equipment. However, faster does not necessarily equate to better quality, and it is essential for roasters to understand the appropriate roasting times for different coffee cultivars. The discussion emphasizes the importance of dialing in roasts to maximize flavor rather than simply following trends. This nuanced approach can help ensure that each cultivar is showcased in the best possible light, resulting in a more enjoyable experience for customers.

Intro

5min

Exploring Coffee Cultivars: From Experimentation to Handbook

2min

Challenging Traditional Roasting Methods for Marigo Hippe Cultivar

2min

Mastering Coffee Roasting Preferences

5min

The Art and Science of Coffee Roasting

28min

The Art of Coffee Roasting

5min

Roasting coffee sets the stage for how much potential enjoyment a customer has in drinking it. In order to truly bring out the best in a particular coffee, you need to consider details about the coffee that impact its behavior and development. One of the big ones of course is the cultivar you are roasting and being able to start determine a profile from a place of understanding based on what that cultivar generally likes.

Today on this 33rd episode of Rate of Rise, brought to you by our friends at Mill City Roasters, we are sitting down with Rob Hoos to discuss his NEW book, "Cultivar: A Practical Guide for Coffee Roasters".

For Decades now Rob Hoos has been an industry leading roaster, consultant, and author whose work is is born from patient and thorough exploration and experimentation. We had him on the show a while back to talk about his first book, "Modulating the Flavor Profile of Coffee", and now we explore Rob's NEW book and talk about the insights and findings from his research around roasting the various cultivars of coffee a roaster in today's marketplace is likely to come across.

This is a great episode for anyone interested in roasting their coffee as well as that coffee can be roasted. Respecting the cultivar will open up a lot more both in the coffee and in your customers enjoyment of it!

Links:

www.hoos.coffee

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