Coffee Knowledge Hub

Diana Johnston Ledezma doesn’t fit into neat boxes and neither does her highly original coffee brand - Roastersaurus. 

It is easy to follow trends - we see it, we like it, we do it. But there are always other ways to achieve the same end goal and there are advantages to doing this. 

Brands and products are building emotional connections and communicating intrinsic and extrinsic attributes of the product. In this case - specialty coffee. Roastersaurus is an example of how breaking out of the status quo gives a strategic advantage. Namely - it is original - which attracts a new and specific audience, while also being familiar to ‘specialty coffee’ consumers. The concept differentiates Diana’s coffee and brand from an ever more crowded field. 

Learn more about Roastersaurus and the lessons that can be applied to other coffee brands to help them communicate specialty coffee to increase sales and build long lasting relationships with your customers. 

Links:

Roastersaurus is a category finalist for best coffee packaging in The London Coffee Festival Awards 2026, Vote by 8 April 2026

https://invt.io/1wxbs18346l

 www.roastersaurus.com

Example of lore (coffee info) page: 

Basha Bekele: Raptor Quickfang Lore | Roastersaurus

Instagram: roastersaurus

Andrew and Tibor caught up with the super-impressive Mihai Panfil, founder of Origo Coffee — one of Romania's most influential specialty coffee businesses, spanning two cafes, a roastery, and the experimental coffee brand - BrewZeus .

He's also the driving force behind the Coffee East Coffee Festival, which brings together over 60 roasters and 30,000 visitors each year in Bucharest. Few people have a better view of where Romanian coffee has been, and where it's going.

Some highlights -

From 0 to over 400 specialty cafes in 12 years

Cultivating a specialty industry

Backtracking from automation in favour of the customer experience.

There are lessons here for a global audience:

1. leadership and vision are needed for developing the industry

2. Continuous evolution and experimentation are requisites as the market and different forces shift

Origo Coffee

Linked IN

Coffee East coffee festival

Brew Zeus

takeaways

• Mihai Panfil founded Origo Coffee Roasters, a leading specialty coffee business in Romania.
• The Romanian coffee market was initially dominated by Italian-style cafes with limited options for specialty coffee.
• Mihai's experience at the World Barista Championship inspired him to create a unique coffee experience in Romania.
• The first Origo cafe focused on customer interaction and education about specialty coffee.
• COVID-19 shifted consumer behavior towards home coffee consumption and increased demand for quality coffee.
• The Coffee East Festival was created to celebrate and connect the coffee community in Romania and Eastern Europe.
• Mihai emphasizes the importance of collaboration and competition in developing the specialty coffee market.
• The coffee industry in Romania has seen significant growth, with over 400 coffee shops in Bucharest alone.
• Mihai believes that the future of coffee consumption may lean more towards home brewing.
• The success of coffee shops now relies heavily on unique concepts and customer experience.

keywords: Mihai Panfil, Origo Coffee Roasters, Romanian coffee culture, specialty coffee, Coffee East Festival, coffee industry challenges, COVID-19 impact, coffee roasting, coffee sourcing, coffee community

We know that you can only do the right thing by your coffee by ensuring that the water you use to brew it is the best it can be. The topic made waves in the industry in large parts thanks to Maxwell Dashwood and Dr Christopher H Hendon’s book Water for Coffee published in 2015. Now they have brought out edition 2, which is essentially a rewrite of the first edition. 

We spoke to Maxwell to learn how we can apply the updated science and technology as best practices for businesses serving coffee. 

We cover a lot of topics including: 

• Why water for espresso should be different to water for filter
• How to optimise water for different brew methods 
• What to avoid for cafe operators 

You can buy the book at these respected online retailers: 

UK:

https://maxwelldashwood.com/

Europe:

www.contributor.coffee

Switzerland

https://www.mylittlecup.ch/products/the-physics-of-filter-coffee-jonathan-gagne-livre-sur-la-science-du-cafe-filtre-copy

Canada:

eightounce

USA:

https://www.scottrao.com/products/water-for-coffee

From being an 'immigrant' who wanted to shed the stereotype by doing something really American to being told later in life that she was 'too American, this is a world competition', Cindy Ludviksen has the shaped the World Barista Championships to be the leading global coffee competition. It has profoundly changed countless lives over its 25 year history and given the barista profession credibility.

This interview highlights how Cindy stepped up as a volunteer, shaking off prejudices about her identity to transform an obscure 'sideline' event at trade shows, into a global phenomenon.

This is a case study in leadership, without the authority of an official position and as a minority and a woman.

We learn about the early days of the WBCs and how it evolved to become the professional body it is today. We also get insights into Cindy's aspirations for the future of the WBCs.

For anyone in the coffee industry who has been touched by these competitions, this is essential listening.

You can also comment and watch HERE

Find out more about Cindy through Specialty Coffee Assocation and her Linked In

What does a coffee career look like when you’re a curious lifelong coffee geek? Meet Ramin N - sales director at Intelligentsia coffee - who shares a ton of insights, knowledge and experience from his 30 year journey in coffee. He has been a barista, cafe owner, trainer, technician, sales manager, sales director and a kind of general manager of a co-roasting business with a foray into retail. 

We cover a lot of ground in this conversation We wanted to better understand how sales works in a medium sized specialty roaster. This is valuable for anyone working in sales or who wants to work in sales to know what skills and experience are valuable in this role.  

We talked about the evolution of Intelligentsia coffee from the early days of specialty coffee in the US to today. We learned how they are adapting to new trends in the market and also how they are seeing these trends reflected in sales. 

The key take-away for us was that continuous curiosity and an entrepreneurial mindset - that takes ownership or has a strong sense of agency, will position you well in the industry for your career development and also for managing some of the more challenging times that life throws at us. 

A biography, lessons in mastery, deep insights into the world of coffee and competitions - this interview with the author of Bloom, Tigger Chaturabul and her subject, World Barista Champion 2024 - Mikael Jasin, has something for everyone.

Bloom is a compelling story, and we highly recommend it because it will inspire you to achieve your goals, giving you practical advice on how to do it. You will also be inspired knowing that you can reach amazing heights while being authentic to yourself, and vulnerable.

Bloom celebrates how a niche craft like coffee-making can be a lens for bigger conversations about purpose, impact,and intentional living.

In this episode we discuss how the book came to be, and Mikael shares some advice that will give you a small taste of what you will find in the highly readable pages of Bloom.

Video for this episode will be posted on another channel soon.

You can learn more about the book here:

1. Contributor for international retail: https://contributor.coffee/products/bloom 
2. Tokopedia for Indonesia: https://t.ly/PqFM6

Wholesale enquiries:

Asia: [email protected]

UK: [email protected]

International: [email protected]

In this conversation, Paul Ross reflects on the first year of operating Special Guests Cafe, discussing the emotional highs and lows of opening day, the challenges of navigating a competitive market, and the importance of building a strong team culture. He shares insights on financial management, the impact of recognition and awards, and the necessity of educating customers about coffee. Paul emphasizes the value of hiring experts and managing cash flow while also highlighting the importance of self-compassion in the face of business challenges. Looking ahead, he is optimisitic about growth and the potential for Special Guests Cafe.

Chapters

00:00 Reflecting on the First Year of Special Guests Cafe

04:01 Navigating the Challenges of a Competitive Market

08:30 The Importance of Team Dynamics and Personal Involvement

13:02 Financial Insights: Projections vs. Reality

16:27 Staying Ahead in a Competitive Landscape

19:20 Designing a Coffee Bar: Lessons Learned

21:16 Recognition and Awards: Balancing Expectations

22:37 The Coffee Experience: Flat Whites vs. Specialty Brews

27:34 Building a Knowledgeable Team for High-End Coffee

32:50 Integrating Roasting and Cafe Operations

34:54 Navigating the Coffee Business Landscape

36:42 The Balancing Act of Business and Personal Life

38:42 Growth Strategies and Future Aspirations

41:53 Reflections on Stress and Decision-Making

44:19 Building Relationships and Seeking Advice

46:52 The Reality of the Coffee Industry

47:20 Reflections from Andrew and Tibor

Time flies when you’re busy, and Paul Ross has been very busy, it has already been one year since our 7 part series following Paul as he opened the Special Guests cafe. How has the year gone? Let’s find out…

Paul opened the doors to Special Guests café in Marylebone, London—the culmination of months of planning, delays, and last-minute nerves that we documented across seven episodes. 

We covered everything from scouting the site and navigating hidden costs to finalising menus and hiring the team, we watched Paul transition Special Guests from a highly specialised online business to café operator, tackling the unglamorous realities behind the dream.

Now, twelve months later, we're back to ask: how did it actually go? Did the first-year numbers match those careful projections? Has the flagship strengthened the Special Guests brand, or stretched it thin? And with two major life events—opening a café and welcoming a baby—what has Paul learned about ambition, resilience, and what it really takes to build something lasting in one of the world's most competitive coffee markets?

00:00 - 05:00

: Introduction to the episode, featuring Paul Ross, owner of Special Guests Cafe, reflecting on the first year of operation. Discussion on the challenges and achievements of transitioning from an online business to a physical cafe.

05:01 - 15:00

: Paul shares insights on the realities of running a cafe in a competitive market like London, including the importance of resilience and maintaining a strong brand identity.

15:01 - 25:00

: The conversation shifts to the financial aspects of the business, discussing labor costs, revenue predictions, and the impact of high-end coffee offerings on profitability.

25:01 - 35:00

: Paul talks about the importance of team dynamics, hiring practices, and the role of a head of coffee in managing operations and maintaining quality.

35:01 - 45:00

: Reflections on personal growth, stress management, and the balance between professional and personal life, including the impact of having a baby during the first year of the cafe's operation.

45:01 - 55:00

: Future plans for Special Guests Cafe, including potential expansion, maintaining the uniqueness of the brand, and the importance of calculated risks in business growth.

55:01 - End

: Closing thoughts on the journey so far, advice for aspiring cafe owners, and the significance of community and mentorship in the coffee industry.

Today, we're exploring an extraordinary coffee journey that spans two continents and bridges farm to cup in the most direct way possible.

Our guests are the sister duo behind a unique family venture: Veruschka and Cliff, founders of Elevate Coffee in Cochabamba, Bolivia, and Vanessa and Yann, who run Muyu Coffee here in Ticino, Switzerland. Together, they've built something rare in the coffee world—a fully integrated supply chain driven by values, not just profit.

Bolivia produces less than 0.5% of the world's coffee. It's landlocked, mountainous, and faces high production costs that make competing on price nearly impossible. But what Bolivian coffee lacks in volume, it makes up for in quality. Elevate works directly with these producers. They are buying coffee and exporting it to their sister company, as well as roasting and serving it in their hometown of Cochabamba.  

It's a model built on passion, family, and a commitment to elevating—pun intended—the voices and work of Bolivian coffee farmers, leveraging direct and close relationships at every link in the value chain. 

This is a unique business model, but there are universal messages for others interested in starting coffee businesses.

Fundamentally clarity, vision and values that are authentic to you, are most important in starting and running your own business. Write your own story, don't copy the story of others.

This is our first podcast where we are interviewing 3 people and across 2 continents. But it is also the first business I am aware of that has this specific model of ownership and structure. So, we are going to learn more about the business, how and why it was founded, what are the pros and cons of working directly with producers and selling their coffee across 2 distinct markets, how do you promote the value of the coffee in these different markets and what are the opportunities for the future. 

Muyu coffee

Elevate coffee

In this episode of the Coffee Knowledge Hub Podcast, hosts Tibor and Andrew delve into the rising popularity of matcha within the coffee culture.

They discuss the operational challenges of introducing matcha to coffee menus, the balance between specialty coffee and alternative drinks, and the health trends driving consumer preferences.

The conversation also touches on bar design, customer experience, and the potential for automation in beverage preparation. Throughout the discussion, they emphasize the importance of understanding customer needs and the evolving landscape of beverage trends.

Takeaways

Matcha is becoming a significant trend in coffee culture.

Operational challenges exist when introducing matcha to menus.

Balancing specialty coffee with alternative drinks is crucial.

Health trends are influencing consumer preferences for beverages.

Bar and menu design should enhance customer experience with new drinks.

The preparation of matcha can impact its taste and quality.

Quality sourcing of matcha is essential for business success.

Understanding customer demographics can guide beverage offerings.

Automation may play a role in the future of beverage preparation.

Creating unique experiences can differentiate cafes in a competitive market.

Chapters

00:00 The Rise of Matcha in Coffee Culture

02:35 Film Industry and Matcha's Popularity

05:24 Operational Challenges of Introducing Matcha

07:49 Balancing Specialty Coffee and Alternative Drinks

10:38 Health Trends and Matcha's Market Position

13:06 Whisking Matcha: Tradition vs. Convenience

15:44 Introducing Matcha to Your Menu

17:22 Quality and Pricing of Matcha Drinks

22:13 The Price Perception of Coffee vs. Matcha

23:43 The Rise of Health and Wellness Trends

26:53 Aligning Brand Values with New Offerings

32:27 Innovating Cafe Bar Design for Diverse Drinks

36:09 Understanding Customer Preferences and Market Trends

40:27 The Future of Automation in Coffee Shops