In this episode of the Coffee is Me podcast, Valerian interviews Mabel and Ming from Moonwake Coffee. They discuss their first sip of coffee, their professions, and why they decided to start a coffee company. 

 

They also talk about the meaning behind the name Moonwake and their sales channels, including direct-to-consumer, farmers markets, and wholesale. They highlight the importance of building relationships with customers and the benefits of being part of the coffee enthusiast community. 

 

They also touch on the challenges and rewards of starting a business and the importance of finding meaning in their work. MoonWake Coffee Roasters focuses on delivering excellent coffee experiences to customers through their micro-lot offerings and commitment to quality. They have a unique approach to roasting, offering a range of roast levels and highlighting the farm name in their coffee lineup. 

 

The founders are passionate about the customer experience and wanted to create a positive and transparent environment. They made the decision to invest in a Cybertruck as a mobile coffee truck to solve problems, attract customers, and provide a unique experience. The biggest challenges for entrepreneurs are starting and dealing with uncertainty. It's important to take action and have a problem-solving mindset. 

 

MoonWake Coffee Roasters can be found online and at the Cupertino Danza College Farmers Market, with plans to open a cafe and roastery in West San Jose.

 

Chapters

00:00 Introduction and First Sip of Coffee

02:41 Professions and Decision to Start a Coffee Company

08:18 Should You Leave Your Job to Start a Coffee Business?

16:20 The Meaning Behind the Name Moonwake Coffee

25:25 How to Find your First Customers

58:09 Thoughts on Sourcing and Creating a Coffee Portfolio

01:01:58 One vs Wide Range of Roast Degrees

01:04:42 About Quality and the Customer Experience

01:09:22 What Makes or Breaks a Coffee Business? Embrace Uncertainty

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit valeriancoffee.substack.com

In this conversation, Mariana Moreno from Tueste Café in Mexico shares insights into the Mexican specialty coffee scene and the growth of specialty coffee in the country. Mariana discusses the challenges and opportunities of being a woman in the coffee industry and the unique aspects of their coffee company, which includes a coffee school and a coffee shop. She also talks about their approach to sourcing coffee cherries then processing them themselves using their own processing style. Mariana shares their sales strategies and target audience, as well as the challenges of selling coffee to restaurants and hotels. In this conversation, Valerian and Mariana Moreno discuss the challenges of making coffee in restaurants and introduce a potential solution called the XBloom machine. They also explore the importance of roasting coffee to customer preferences and the influence of Mexican culture on coffee profiles. Mariana shares her vision for the future of Tueste Café and her personal growth as a coffee trainer.
 

Takeaways

• The Mexican specialty coffee scene has been growing in the past decade, with a focus on quality and innovation in processing methods.


• Being a woman in the coffee industry can present challenges, but there is a growing community of women supporting and empowering each other.


• Selling coffee to restaurants and hotels can be a challenge, but there is an opportunity to educate and provide better quality coffee to these establishments.


• Social media, particularly Instagram, has been an effective sales tool for Tueste Café, along with word-of-mouth recommendations. 


• For Tueste Café, roasting coffee to customer preferences is important for providing a personalized coffee experience.


• Mariana aims to make Tueste Café a reference in Mexico for coffee and coffee machines, while also becoming an SCA trainer.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit valeriancoffee.substack.com

In this episode, Austin and Colin from Mom and M Coffee share their journey from San Francisco to Cincinnati and the challenges they faced in opening their coffee shop. They discuss their decision to start roasting their own coffee and the process of choosing a roaster. They also talk about the benefits of owning their real estate and the foreign concepts they introduced in Cincinnati. Finally, they explain their coffee offerings and how they make decisions for their portfolio. In this conversation, Valerian and Colleen discuss various aspects of the coffee business, including coffee blends and single origins, the cost and quality of espresso, tips for starting a food business, the importance of passion and entrepreneurship, and future plans for both the business and the host.
 
Takeaways

• Coffee blends and single origins offer different flavor profiles and can be used in various brewing methods.


• The cost of espresso can be higher due to the quality of the beans and the complexity of the blend.


• Passion and entrepreneurship are essential for success in the food industry.


• Starting a food business requires hard work, dedication, and a focus on financial management.


• Future plans for the business include consistent quality, growth, and bridging the gap between farmers and consumers.


• Consider to own your real estate when launching a business

Chapters
00:00 Introduction and First Coffee Memories
03:14 From San Francisco to Cincinnati
06:34 Starting Mom and M Coffee
09:30 Challenges of Opening Mom and M Coffee
13:42 Joining the Mom and M Coffee Team
16:05 Starting with an Airstream Trailer
19:32 Introducing Foreign Concepts in Cincinnati
21:55 The Offerings at Mom and M Coffee
25:12 The Decision to Start Roasting
29:15 Learning to Roast and Choosing a Roaster
36:19 The Benefits of Owning Real Estate
45:01 Roasting Portfolio and Decision-Making
45:30 Introduction to Coffee Blends and Single Origins
50:00 The Cost and Quality of Espresso
52:06 Tips for Starting a Food Business
56:23 The Importance of Passion and Entrepreneurship
01:01:07 Future Plans for the Business
01:04:01 Future Plans for the Host
01:07:21 Where to Find Coffees.me

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit valeriancoffee.substack.com

In the bustling world of specialty coffee, where the beans tell stories and the aromas transport you to distant lands, one brand has been quietly brewing a storm, not just in a cup, but in the entrepreneurial world as well. Welcome to the universe of Hydrangea Coffee, a small specialty coffee brand that has managed to blend the rich notes of passion, quality, and smart business into a delectable brew of success.

A Sip into Billy’s Journey
Billy, the brain behind Hydrangea Coffee, didn’t always tread the coffee beans' path. His journey, deeply rooted in the logical realms of software engineering, took a flavorful turn when his passion for roasting coffee beans began to simmer through his professional life. But what was it that percolated this shift from codes to coffee?

Billy’s first sip into the coffee world wasn’t merely about the beverage; it was an exploration into the myriad profiles that each bean presented, a diversity that mirrored the various coding languages he worked with. His curiosity piqued, and what started as a side project to experiment with different coffee profiles, gradually brewed into a business that not only satisfied his creative palate but also carved a niche in the specialty coffee market.

The Essence Behind the Name
The name "Hydria," inspired by the ancient Greek vessel used for carrying water, symbolizes not just the fluidity and essence of coffee but also reflects Billy’s journey of pouring his creativity and expertise into a vessel that carries the rich, bold, and unique profiles of his coffee to the world.

Brewing Profit with Passion
Hydrangea Coffee, while being a beacon of quality and uniqueness in the coffee world, is also a testament to how a side gig, when brewed with passion and smart financial planning, can pour out substantial revenue. With just 20 hours of work per week, Billy manages to steam up a whopping $15,000 in revenue, showcasing that when passion and profession blend, it results in a rich, rewarding brew.

A Brand that Speaks Volumes with its Beans
HydrangeaCoffee doesn’t just stop at being a specialty brand; it echoes the philosophy that quality and uniqueness can be more than just a business model. For Billy and Hydrangea, these coffees are an interesting venture, a journey where each bean is curated, roasted, and presented not just as a beverage but as an experience to be savored, especially by those who have a palate for fine dining and high-end wines.

A Future Steeped in Expansion and Connection
While Hydrangea primarily sells through their website and a local café, utilizing a consignment model, the future holds plans of expanding their wholesale channels, reaching out to a larger volume of customers, and continuing to explore and present unique and funky coffees to the world.

Billy believes in the potential that younger generations and cultures, which were not traditionally steeped in coffee-drinking, bring to the table. They are open, willing to pay for an experience, and appreciate the nuanced art of specialty coffee making.

In a world where every sip tells a story, Hydrangea Coffee, and Billy have managed to create a narrative that goes beyond just a beverage. It’s a tale of passion, smart entrepreneurship, and a belief that quality, when presented rightly, finds its connoisseurs.

As Hydrangea looks towards the future, with plans to establish personal connections through trade shows and festivals, and enhance customer communication through newsletters and emails, one thing remains certain - every bean, every sip, and every customer will always be a cherished part of their journey.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit valeriancoffee.substack.com

In this episode, Sameer takes us back to the origins of Voyager Coffee, a concept born out of a desire to revitalize their city, San Jose. As natives of the area, Sameer and his partner Lauren noticed a trend of friends and acquaintances leaving for more exciting urban centers. Determined to inject vibrancy into their hometown, they envisioned Voyager Coffee as a catalyst for community-building and a hub of creativity. With a humble beginning as a coffee cart, Sameer and Lauren's dream gradually took shape. They poured their hearts and souls into their venture, starting with a meager three-kilo San Franciscan roaster in a garage. Despite the challenges they faced and the financial hurdles along the way, their dedication to quality and the farm-to-cup experience propelled them forward. Join Sameer as he discusses the pivotal moment when Voyager Coffee transitioned from a multi-roaster model to establishing their own roastery and chain of five coffee shops. Discover the motivation behind this bold move, driven by a desire to be closer to the source and have a direct impact on the coffee they served. Witness their journey of growth, from a small-scale operation to a multi-location coffee empire, with beautifully designed cafes that have become iconic in the South Bay area. Through this conversation, you'll gain insights into the intricacies of running both a cafe and a roastery under one umbrella. Sameer shares the challenges they faced, the complexities of managing hierarchical lines of communication, and the financial considerations that come with expanding their business. Learn from their experiences and discover valuable lessons for aspiring coffee entrepreneurs. If you're passionate about specialty coffee, community-building, or the entrepreneurial spirit, this podcast episode is a must-listen. Course: Sameer Shah will be sharing his extensive knowledge on "How to Start a Coffee Shop" as a course instructor at the esteemed Boot Coffee campus. Gain valuable insights and practical tips from Sameer, who has firsthand experience in building and growing Voyager Coffee. Don't miss the opportunity to learn from a true industry expert and take your coffee shop dreams to new heights. Ready to be captivated? Tune in to the podcast now and unlock the secrets to building a thriving coffee business with Sameer Shah of Voyager Coffee.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit valeriancoffee.substack.com

In this episode, we chat with Erich Joiner, founder of goodboybob coffee in Los Angeles, California. GBB has gained a reputation for sourcing the world's best coffees, including top lots from Cup of Excellence.

Initially catering to his friends and colleagues in the film industry, Erich's passion for specialty coffee was sparked by the unique flavors and aromas he encountered. We explore how he manages to sell these high-end coffees and how GBB's hard-to-find location in Santa Monica adds to its allure.

As a filmmaker and race driver who never drank coffee, Erich shares his journey of learning to roast and select the perfect coffees for his portfolio. He also talks about his bold mission to bring his coffee to rural America and his promising initial trials.

This episode is a departure from the norm, as Erich's goal is to have fun rather than make a profit. In a world tired of generic brands, unique and quirky experiences are increasingly valued. Find out how GBB fits into this trend by tuning in!

Enjoy the episode!

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit valeriancoffee.substack.com

How and why did Hiver start Chromatic coffee? His origin story is really inspiring. So many people say “this is what I want to do,” but what are you ready to give up? Would you give up your comforts, free time, and risk your financial security?

Difference in doing business in the central EU and USA. What kind of personality you have to be in order to become an entrepreneur? In this episode we will discuss two very different worlds of entrepreneurship.

When it comes to roasting and packaging, custom modifications are in the DNA of the company. Chromatic is well known for its variety of packaging designs. What is their secret? How can they have limited edition designs on their packaging? Hiver opens up about the benefits and efficiency of hot stamping and tells us about their modification on the hot stamping machine which helps them stay relevant.

Our wide-ranging conversation answers such questions as where Chromatic get its coffee and why they offer robusta; tips on how to buy coffee Direct Trade, and whether coffee importers are your best friends or your foes. Hiver also has suggestions on where to get money for starting your coffee roasting business and what it means for your future ownership.

Coffee Review scores were very helpful for Chromatic at the beginning. This customer-oriented service attracts plenty of controversy in the industry, but the truth is, these scores help customers to understand your product and will influence your sales.

Finally, we discuss Chromatic’s very interesting and engaging website reward program. Find out from Hiver whether this program has been worth the investment.

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit valeriancoffee.substack.com

Talking with former student of mine Sebastian Ramirez about his tips for new coffee shop entrepreneurs. 

Cafetal Coffee is a Specialty Coffee shop located near ASU in Tempe, Arizona. offering coffee from their family farm in Colombia and serving Latin infused breakfast and lunch! 

Sebastian was very generous and shared a lot of useful tips for everybody who is thinking to open a cafe or a coffee shop. 

00:00 Introducing Sebastian Ramirez Cafetal Coffee
00:48 Sebastian's First Coffee Experience
02:14 Is taking a Q Grader course a good way to start a coffee shop? Why does Sebastian work with coffee
07:08 Why start a coffee shop? The foundation story of Cafetal Coffee.
12:30 About Cafetal Coffee's coffee shop menu. Do sweet drinks, QR codes, and pastries belong to a specialty coffee shop? 
25:50 Tips for how to buy a coffee shop? 
31:30 The largest expenses when running a coffee shop
37:13 How do you find baristas and employees for your coffee shop?
39:25 Profit sharing, employee-owned coffee shop, and other "crazy" ideas for keeping your coffee shop staff happy and motivated. 
51:12 Does it make sense for a coffee shop to roast its coffee? What is the ideal size of a coffee roaster for a coffee shop?
1:06:05 what other products except coffee make a coffee shop profitable?
1:13:11 ❤️ for Ukraine
1:15:58 What margins should one use to make a coffee shop profitable?
1:20:30 The Best coffee in the world is ...
1:25:26 What is the most profitable food product in a restaurant?

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit valeriancoffee.substack.com

Come explore the specialty coffee scene in India with us and Rahul Reddy. Rahul is the founder of Subko Coffee Roasters, a revolutionary coffee concept that sources the best lots from local farmers for the local consumers. 

This is the first episode recorded with video, so if you want to see our faces, join us on YouTube.

https://www.youtube.com/channel/UCa5A34qegnupOj_gt04Jzhw

In this episode we cover the topics of cupping and calibration, the specialty coffee scene in Mumbai and the Subko Coffee Roasters origin story.

Rahul tells us more about his vision and the benefits of connecting a bakery with his coffee roasting brand.

We touch on the subject of production and why Subko uses Giesen coffee roasters. 

Subko's branding and social media presence is very impressive, and so we definitely had to talk about that.

Finally, Rahul shares a few tips for future coffee entrepreneurs and asks me a question about how Asia as a coffee origin has a future in the specialty coffee industry. 

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit valeriancoffee.substack.com

In this episode we talk with Eddie Alaniz about his brand Coffee Conspiracy. 

Eddie's brand is a lockdown businesses. While most cafes had to be closed, Eddie offered single origin cold brew to the beach crowd in Santa Cruz.

Despite his humble beginnings, Eddie did not stop with his cold brew cart. His next move was to start to roast his own coffee and sell it via an online store. 

How did he do it? What is the most important aspect of a successful coffee business? The interview was recorded during a session of the Coffee Roasting Lab PRO - Business.  Join us for the next one!

This is a public episode. If you would like to discuss this with other subscribers or get access to bonus episodes, visit valeriancoffee.substack.com