James Hoffmann on Why Decentralized Roasting

On the Why Decentralized Roasting: “I think there are benefits to the businesses that want to put the time in, and turn coffee roasting into a part of that business’s DNA and fabric.”
See the full interview from Bellwether HQ with James Hoffmann at bellwethercoffee.com
#coffee #coffeeroaster #coffeebusiness

[@stevenlk]

It’s kind of what’s happening in China, little coffee shops start to have their own roastery and produce their own coffee with distinct characteristics, pretty cool.

[@cs5250]

I'm starting a micro roastery out of my garage this year. I don't intend on making money but making fresh blends, highlighting origins, and showing people coffee can be much more than what you find at a super market

[@des7638]

Great point

[@edwardrouse5399]

I think decentralized roasting is great. Its also great when cafes can create a direct link to producers to buy green coffee . It helps build a closer relationship between producers, roasters and the final consumer.

[@priceandpride]

Who needs a 50 lb bag of green coffee?

[@RichardTongeman]

More James pls

[@mrhonda1]

I'm lucky to have a fantastic roaster about 3 miles from my house. They opened an attached cafe 2 years ago.

[@onlyontuesdays99]

James, what do I tell a coffee shop that roasts their own beans and does an awful job at it?

[@andrecordero6958]

Tell them the truth , that will help them improve

[@JamieZero7]

Decentralized roasting is the right way. It's so much better. Just sweeter as well.

[@crawdaddyy]

This is such a James type of thing to say

[@MrDaraghkinch]

Given the facts that green coffee is far more shelf stable and freshness of roast is very important, I don't understand why cafés don't roast in-house. Applying heat evenly over time doesn't require prohibitively expensive technology, does it? I'm surprised it's not even done as a gimmick by Starbucks et al.

[@andrecordero6958]

Yes I am a coffee trader in China and this is exactly what's happening . I think is better. Still the best prices go to big roasters for volume purchase

[@rizgame9]

Hi guys if you need supply for some delicious coffee beans Just contact me and make a conversation

[@Lol..No.]

Bit Bean, a decentralized economic bean instead of storing them in centralized bean banks.

[@allyw7405]

Skipping the middleman

[@FloydRunner2049]

Truly skipping the middle is buying green beans and learning how to roast them at home. Some people roast in their oven. Granted there’s some smoke needing to be exhausted. $5 a lb or $8 for single origin is cheaper. Sake as buying a grinder and learning to grind and a coffee machine is cheaper in the long run than buying a coffee shop’s efforts is. People use hot air corn poppers, cast iron skillets and popcorn maker pots or even baking sheets. 15 mins later there’s a week’s worth of coffee super fresh and the oils in the coffee are fresh. The smell is heavenly

[@justin2955]

The store I get my beans uses one of there machines. It’s not just a roaster. I’m pretty sure it’s monitored by someone in the states. Let’s them know if anything is going wrong. Ecs coffee 88 mph 😊😊😊

[@priceandpride]

How long does green coffee keep without being roasted?

[@andrecordero6958]

1 year without nitrogen and proper storage conditions

[@RoyMcAvoy]

I won't call it decentralised roasting. I call it to avoid the big brand and support and buy only from your local roaster. There are many local roasters in my country and they supply beans to the cafés

[@chigolf7296]

yeah just don't do it with a Bellwether!

[@stevewilcox6375]

Isn't roasting in bigger batches more energy efficient? What about the carbon footprint of all the extra roasting equipment? Sure from company and consumer viewpoints sounds interesting and good, but not so good for cutting CO2 emissions. Or have I missed something?

[@cinemapure.e]

Hadn't thought about that, not to mention roasting at origin creates more income for coffee producing countries, at least in the case of fairchain coffee.

[@baselsalam]

You'll save significantly in shipping. Green coffee can spend months on a boat, it won't go bad. Roasted coffee needs to be shipped quickly, which is like 10x more inefficient.

[@baselsalam]

You'll save significantly in shipping. Green coffee can spend months on a boat, it won't go bad. Roasted coffee needs to be shipped quickly, which is like 10x more inefficient.

[@andrecordero6958]

Electric heating machines are the solution

[@bondrewdbestdad]

And pay what, two three four times as much? The thing with decentralized is there's not much economy of scale going around pushing cost down. As a coffee afficionado of course James want to have decen roaster, but I'm pretty sure he also know the economic impact

[@FloydRunner2049]

Learn how you can roast at home

[@andrecordero6958]

Not really , coffee roasters are not that expensive 5kg could cost you 1k+$ in China. Not impossible to pay