What makes a roastery truly stand out - is it the coffee itself, the transparency behind it, or the trust customers place in the brand? For many, navigating the roasting world feels like chasing moving targets.

Today we’re joined by Klaus Thomsen, World Barista Champion (2006) and co-founder of Coffee Collective. From humble beginnings in a garage, Klaus and his team now run 8 shops, a bakery, and supply over 420 wholesale partners worldwide.

In this episode, Klaus shares how roasters can build lasting trust through direct trade, diverse coffee menus, and genuine transparency. You’ll learn why trust signals matter more than reports, how to balance customer education without overwhelm, and why the future of roasting may split into luxury, specialty, and commercial tiers.

Coffee Collective  

https://linkin.bio/coffeecollectif/?fbclid=PAZXh0bgNhZW0CMTEAAafisSY5-TrocPCgapFboARQQ5-XzKKQBvE9jqvStHPEq8vG6Pu2uboXH2Tzvg_aem_m4UGNYPR1paAozmLcvwLng 

@klausthomsen

Phil & Sebastian (roaster shoutout from Klaus) - https://philsebastian.com

@philandseb

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If you're new here (welcome), our show dives into some of the best coffee conversations on the internet, but we will always remind ourselves at the end of the day - It's Just Coffee!

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