Max Boegler, co-founder of Sovda, went from discovering coffee while living in China to launching one of the most talked-about coffee tech companies in the world.

In this episode, Max shares how Sovda is building tools like The Pearl to help producers and roasters improve quality, consistency, and efficiency without losing sight of the values that define specialty coffee.We cover a lot in this conversation:

-How Max’s journey into coffee began with curiosity and hustle in 2017

-The early days of Sovda and how crowdfunding helped launch their first machine

-Why color sorting still underused in roasting is becoming a game-changer

-How Sovda is addressing a 145% U.S. tariff while expanding into markets like Australia, Korea, and Japan

-The tension between tech and ethics in specialty coffee: is post-roast sorting “cheating,” or just smart QC?

-What it means to grow a coffee business that serves both sides of the value chain from farm to final cup

This episode is for anyone navigating the intersection of craft, tech, and business in coffee. Whether you’re building a roastery, sourcing green, or obsessed with quality.

Max brings insight, honesty, and a refreshing perspective on what it takes to push the industry forward.

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