How Celebrity Coffee Brands Really Work

[@jo.comics]

"Let's say I have a KZbin channel, couple million subscribers and I think coffee would be a good fit." I'm so glad James is finally breaking into the coffee market, good for him!

[@merphul]

I'm feeling very pandered to.

[@jpkatz1435]

I should hope so....​@@merphul

[@hsvfanjan17]

Really untapped potential I'd say, pretty surprised how he hasn't made that connection earlier. Perhaps not as bright as he loves his coffee to taste like

[@technophobian2962]

​@@hsvfanjan17He co-founded a coffee roastery called Square Mile Coffee in 2008, but I think he's more interested in having integrity as a reviewer than he is in promoting Square Mile.

[@rollerball]

@@technophobian2962 was actually looking for this comment. Glad someone could give an insight to those who might not know.

[@kik0729]

I really appreciate how candid Matthew was with his business, especially explaining its commercial viability, how it scales, and not coming off as sales-y.

[@cecagna]

That was a really insightful conversation with Matthew from Masteroast. I love how honest he was.

[@jpkatz1435]

I have the feeling he was showing us the tip of a very large iceberg!

[@mrwalter1049]

@@jpkatz1435 I too, got the feeling he was honest but maybe not 100% frank/forth-coming in every answer. TBF, we are talking about how their business works and he's going to want to keep some of the detail private.

[@qwertyface]

Yeah, it's so rare to hear such a frank, interesting and well pitched interview.

[@cameronrramos]

Helps when the big wig you’re talking to isn’t an American, tbh.

[@Abigail-hu5wf]

I think that it helps that it's not a product that Master Roast is trying to sell to any of the viewers. They aren't retailers, their mass-manufacturers and vendors. They know that nothing they've said is going to impact their business model, since all of this information is basically publicly available and is intellectually interesting but not specifically titillating or anything.

[@ruairi_d]

I would genuinely love to see a more fuller interview with Matthew Mills about coffee and how he got into the business he's in. Woikd be class.

[@aidanbyrne8267]

Second this ☝️☝️

[@lockonandfire]

Genuinely fascinating. Feel like there must be at least a miniseries worth of topics still to discuss, given the industry he's in.

[@satanismybrother]

He was really great, no marketing bs but some genuine answers about how their business works.

[@Chu466]

I think it is quite interesting although I wouldn't say it was a fully objective point of view, ultimately it was clear that his intentions where to bring people over his businesses.​@@satanismybrother

[@jpkatz1435]

​@satanismybrother J. H.,,YES, an in depth multi episodes explinations of the intricacy of this very complex business. I

[@liampouncy7808]

The conversation with Matthew Mills was really interesting. I feel people often have an aversion to 'businessmen' - I know I sometimes look down on people who have 'removed the passion' from what they do. He felt really self-assured and forthright, however. I get the idea (and I recognise that I'm assuming this purely from his demeanour) that he's happy to make sure that even the churned out brands are at least manufactured with quality assurance, glad that the more discerning clients have access to tailoring their roast, and sees it as lowering the barrier to entry into an industry that he cares about. Really great video, as usual.

[@Florkl]

I got that impression, too. While he is absolutely willing to take money from people who just want to make a buck on their name (and I can’t fault him for that- who is he to keep people from buying what they want to buy), the way his company can help people create a brand based on a coffee they genuinely love is pretty awesome.

[@dundeedideley1773]

I got Gustavo Fring vibes off of him

[@brockmcelroy5356]

@@dundeedideley1773 wow yes

[@hellfish2309]

@@dundeedideley1773 Britishman: “We’re also a bank” _SUS_

[@Luclin]

What an incredible video and interview with the coffee dealer. This is something I never guessed happened in the coffee industry. Great work

[@dtonpbac]

While so many coffee 'experts' and KZbinrs are overly obsessed with grinders, espresso machines, and new gadgets, you bring the public's attention to the coffee itself. None of these coffee KZbinrs and channels talk about the coffee, the roasters, or the farmers-except you, sir. I always appreciate that you focus on where the attention should truly belong. Thank you for making this awesome channel about more than just gear reviews. Coffee should be more than just about stupid burrs!

[@nimraahmed6473]

word

[@cichlisuite2]

Possibly because the KZbin thing came third or fourth in line for James whereas it's possibly first or second for some of those other KZbinrs? The fact that he cared enough about the beans to build a roastery speaks to his interest in and knowledge of the whole process.

[@razzlethorn]

I can honestly say this is the first time I've seen any youtuber point down and suggest changing the audio track, and I had no idea that was even a feature! Using it for the "slurp free track" was incredible haha. You and your team's level of production and forethought in regards to it are always top notch, as is your insight. Very fun to peak inside the world of celebrity/white label coffee. Awesome watch, thanks!

[@tomg9941]

Casually throwing in the most informative interview with a commercial roaster in the internet

[@aenamabag]

I love that there's a slurp free audio track. It's very thoughtful. I don't mind the slurps, but I wish more youtube chefs would consider that with chewing sounds- which I absolutely do mind.

[@LunaBeth97]

Yeah, I was shocked as I've never seen anyone do this before and it's really thoughtful!

[@NoorAnomaly]

I also love that it is (US). 😂

[@Gurianthe]

slurping and chewing noises "are ASMR" now 🙄🙄 I find it abhorrent

[@Mrajs360]

I'm sure this was completely unintentional/inadvertent, but a Welsh phrase for "I like coffee" is "dwi'n hoffi coffi" with "hoffi" pronounced like "Hoffee"!

[@Sc4r4byte]

Welsh youtubers getting priority sponsorship deals? sounds like a plan.

[@hedgemonkey6]

Hoffi Coffee is a coffee shop in Cardiff too!

[@myhatmyseat9924]

@@hedgemonkey6 And a separate one in Treforrest by the university with a selection of food

[@MyLongevityExperiment]

Tidy

[@fipachu]

That’s a challenge for Hames Joffmann

[@JimmyNewCakes]

You should sell a joke bag (of some actually good beans) of "Hoffee Coffee." Bonus points if each bag has the first name of the orderer hand-writtwn on the bag.

[@lunasophia9002]

Yessss I would buy this

[@jbw416]

In Wales, the well-known phrase ‘rydw i'n hoffi coffi’ means ‘I like coffee’. The last two words are homophones of this made up Hoffee Coffee brand so this whole thing tickled me. As an aside, if you were to say ‘rydw i'n Hoffee Coffee’ that would mean ‘I AM Hoffee Coffee’ 😂.

[@todorkatsarski7487]

You mean "Daddy Hoffman's specialty", right?

[@ChocolatTherapy]

add a "Fresh Beans" on it too, and I'm sold. I see an idea for april first!

[@davidarrowsmith865]

​@@jbw416can I ask why is it 'rydw and not Dw'in? Has Duolingo been lying to me

[@aeonsnarfus]

I would never buy celebrity coffee. But I’d buy James Hoffman’s coffee, because he’s a real star. ❤

[@pimacanyon6208]

yes, give us some Hoffee Coffee! ('course, James already own a roasting company, so there you go)

[@sammyboimanguy]

Yes! But it absolutely needs his face on it

[@pimacanyon6208]

@@sammyboimanguy indeed. and the name Hoffee Coffee would be good too

[@BensCoffeeRants]

He actually DOES have a coffee company / roastery called Square Mile Coffee. He doesn't promote it on his KZbin channel often though which is why a lot of people may not even know! I guess you gotta buy some now.

[@TheFrontyer]

Valterri Bottas has some real good coffee.

[@markduret9538]

The slurp-free is absolutely game changing, I know this isn't the first video it's on, but I just want to share my appreciation. My mispphonia thanks you

[@dkd123]

"I'm not weighing out the beans"?? My brother in Christ that is step 1 for specialty coffee.

[@worawatli8952]

Maybe she also use coffee scoop, oh well.

[@georgestone8099]

I am surprised he just let that go haha.

[@Adderkleet]

I assume the target market is more of a "this is better than the grocery store stuff". No change to how you use it, but hopefully a better flavour in the end. I doubt it's good value for money, though!

[@fornana]

I was horrified when she said that. Like do you even care how it tastes? It takes no time to do.

[@DavidSinanan]

@@georgestone8099 It was damning enough having just been included. Rather classy to just leave it I think, as she literally speaks for herself.

[@joemccall8991]

For the merch brands I just think of the Simpsons episode where a giant vat feeds to Duff Lite, Duffbrau, Duff Beer.. Generic roasts with different labels slapped on the bag.

[@LowTide941]

lol yes!!

[@ConchobarJ]

And then Disney+ absolutely ruined that joke when they cropped the episode in a way to cut off the giant vat

[@sirensongss]

@@ConchobarJthey restored the 4:3 versions within months, like 5 years ago

[@ConchobarJ]

@@sirensongss Makes sense but still sad that it happened like that. Glad they fixed it

[@lunasophia9002]

That's exactly what teespring and the like are.

[@abemerboth8830]

Please please make more videos with Matthew Mills! He is so interesting and he has great camera presence. And I think he reacts well to your sense of humor.

[@jpkatz1435]

Posh meets posher?

[@lowwall1]

​@@jpkatz1435Exactly. That shirt cost more than all my shirts together and that watch more than my car.

[@KYeung-be4lw]

Agreed! I think hearing firsthand insights from the business end of coffee really complements Hoffman’s wisdom.

[@ellaisplotting]

​@@jpkatz1435Neither of them is especially posh, tbh.

[@Endrju219]

The interview part of the video is just amazing. I like listening about the technicalities of various business processes in general, but very often the information in the videos is very vague and barely scratching the surface of the business. And yet here it was, honest, detailed information, that can actually get you started, even if you did not think about it before!

[@jacobmaurer9810]

James Hoffman: Makes Hoffee Coffee Every sane human: SHUT UP AND TAKE MY MONEY!!!

[@powdereddoughnutdisaster5531]

Definitely need some Hoffee Coffee merch.

[@dautolover]

Hoffee gives me "THRILLHO" vibes (Simpsons reference)

[@fynn2350]

I was genuinely surprsied it's not sold out yet. He said it's a tiny batch and it's been 7 hours already 😂

[@powdereddoughnutdisaster5531]

​@@fynn2350Indeed. Even I got a chance to grab one and I'm very unlucky with these things.

[@PingChen]

I'm actually disappointed Hoffer Coffee is not a real thing

[@user-sw7js4jw7v]

I think it’s fair to guess that the overlap of people who watch your channel and the people buying these brands is probably minimal at best. Thanks for the video, James!

[@davidarrowsmith865]

@@user-sw7js4jw7v I am huge Korn fan. As an elder millennial id 100% buy that Korn coffee.

[@skeetsmcgrew3282]

I couldn't help but think that anyone who buys coffee because a celebrity makes it kinda deserves what they get

[@crobat.3]

do bear in mind that this is the same james that reviewed the bripe

[@CrankyCorvid]

I had no idea any of these existed…OTOH I’m prolly closer to the casual end of rhe coffee enthusiast spectrum. :-)

[@Emma-ex8gx]

I've heard of the chamberlain coffee before but I didn't know it was created by a "celebrity" I think it's quite popular because the bag is a cute design

[@ging3r599]

Thank you for adding a slurp free listening experience, it was very nice of you to do that and I appreciate it.

[@dananskidolf]

James, holding Hoffee Coffee sign: "I've got nothing else." Well, I'm sure that clip won't get used out of context.. 😂

[@smolpandasnug]

I cannot express how much I appreciate the slurp free track! Very interesting video too, of course!

[@lizcademy4809]

There's a very different "celebrity coffee" I'd love to see reviewed. Rocky Kanaka has a YT channel, Sitting with Dogs, where he sits with shelter dogs and works to get them adopted. He's in Southern California and has started a coffee farm - growing the trees himself. He finally is getting enough beans to sell bags of coffee. Obviously this is not standard "celebrity coffee" as he is the farmer. But Rocky is a celebrity, and he's trying something new with farming.

[@damfadd]

At least that's the story you can get behind and isn't a scam and he's growing trees and making coffee from the trees unlike the celebrities making coffee and putting in a bag and saying it's their coffee which is so cheap tacky and nasty it's not even funny and I'm not laughing I'm grossed out by it and makes me sick to the stomach that they've chosen coffee as their manipulating product that they can get you to buy PS I'm not easily sold to

[@wanyeng]

I would buy, if available here, just to support the shelter work.

[@the3cl3ctic]

Seriously, Hoffman's videos have an almost therapeutic effect on me. I could listen to him all day, drink coffee and feel good.

[@pierre-loup]

Oh god this Hoffee Coffee logo is just incredible. Instant buy... Can't wait to receive it!

[@dougiemcelroy]

I would love for you to sit with Hank and John Green about their coffee!

[@sebastianmuller2278]

I support this request strongly!

[@driverjayne]

Third!

[@HiyuMarten]

Yessssss

[@ampersand64]

Yes! I doubt they actually were involved in the R&D process for their coffee brand, this would be an awesome collab!

[@halcyonacoustic7366]

Hank Green did a video on his soap brand and it seems to be a very similar model to this coffee roaster. The company makes bespoke soaps for hundreds of brands.

[@andiianderson4260]

I love the way your judgement of an awkward container is just throw it in there compared to a sensible bag of coffee

[@vishnureddy3977]

Masteroast sounds like the TSMC of coffee

[@naxxtor]

Wow, I guess there's more people familiar with semiconductor manufacturers who are also coffee enthusiasts than I previously expected.

[@toebs_]

Funny analogy, but I‘d say the ratio of the workload split between designer and manufacturer leans a lot more to the designer side in microchip development than it does with coffee.

[@kepstin]

@@toebs_ Hmm.. I won't discount that the design is a lot of work, especially for big chips like high end CPUs and GPUs. But there's other cases where the chip "manufacturer" is simply putting together a licensed CPU core with some licensed IO interfaces. You can't ignore the work that TSMC does themselves, including things like building the "libraries" of different types of logic blocks for different use cases and processes which actually implement the designs. They also have to deal with the engineering of actually making the chips - with good yields, producing reliable products that meet spec.

[@andersjjensen]

A fellow nerd I see :P

[@toebs_]

@@kepstin I‘m just saying that designing hardware, even if it’s just licensing a CPU and some IO and putting it together (even though I‘m not sure why you would make a custom chip for that, sounds like there should be generic solutions available for your usecase) requires actual work in conception, design and simulation, whereas it seems you can go to a coffee manufacturer and just say ”I have a brand, let’s sell your coffee” and be done.

[@smalle]

“Does this taste of berries…and optimism?” *look of disgust* *fake smile* 😂😂😂😂

[@bethanyviola]

The alternative audio and five-second head start made my slurp-free heart so very, very happy ❤

[@sammu]

Pitt-Stop Brew - Brad’s bag of beans

[@cieproject2888]

I was just thinking I needed something to drink while someone worked on my motorcycle....

[@dominikszumski3206]

Fresh coffee beans

[@srija744]

Brad Pitt is losing the opportunity to sell a bag with just the label "Fresh Coffee Beans"? I would buy that bag just for the memes.

[@voods]

Arm-Pitt juice

[@SPeeSimon]

Shame he didn't include the coffee of Brad Pitt and George Clooney. 😅 For clarification: they are in the commercials of Nespresso. They don't own the brand. And i am guessing they have a clause that prevents them for promoting or selling another brand of coffee.

[@LonelyGallifreyan]

Such a goat for having a slurp free audio track. I didn’t even know that’s something you can do but it is SO appreciated!

[@dromendus]

James Hoffmann mentioning Korn was not on my 2024 bingo card lmfao

[@circuitsalsa]

I love the work you do highlighting all the different parts and stages to coffee business, James! Thank you for sharing this side with us :)

[@teno2tube]

Matthew would be great as a much longer conversation, really cool. And in terms of brands, the obvious missing ones are more KZbinrs, Hank Green/Good Store for example

[@CountingStones]

Thanks

[@fromisabella]

The Hoffee logo was so cute 🥺

[@seetubemetube]

Very informative video! Celeb coffee hasn't been on my radar. I'm glad that Hoffee Coffee is offered as a t-shirt. That was my first thought when you showed that print. 😊

[@astridgalactic9336]

I think a lot of celebrities get into side businesses as cottage industries to shelter their incomes. It's a tax shelter. Of course, some just like the idea of having their own brands of whatever.

[@vinicio1089]

In Brazil we have a really old "celebrity" coffee brand Café Pelé, yeah named after the football player since 1970's . Never tried it though, it is currently available in instant,vacuum sealed ground coffee and vacuum sealed beans.

[@benjaminleinonen2153]

Phenomenal content! The interview with Matthew was very insightful, and your own experience did a lot to guide the conversation over key points. Thanks, James! 😁

[@TheDisturbed0Angel]

Its not a celebrity coffee, but I would be fascinated to see what James thinks about the idea of a niche coffee trying to capture a specific group. The one I am aware of is Terminal Coffee, which is a quite nerdy new brand that the user needs to SSH in a terminal to even order. I am sure there are others in this vein that are trying to capture specific groups, similar to fan bases.

[@gobgobcachoo]

😂 That's crazy.

[@stericnz]

Love your content & production quality James. I also love your seamless segways to the sponsorship segment. Now that's a skill!

[@Yupppi]

Celebrity brands are just next step of all the stores and businesses and even towns subcontracting a customized product. Trying to say as an example this little village my parents are from have tourist products like coffee in the name of their town and they just ordered packs from a roastery with their own etiquette graphics and text. Companies (roasteries) sell rebrandable products, people rebrand them. It's a great opportunity to have knee jerk reaction "what do they know about this specialized product, I'm not gonna buy it" but in fact they're often buying it from professionals with just small requests on how they specifically like their product and the professionals just choose the right quality product for them. And coffee is a really nice way to up your sales and have something memorable that is perhaps bought in a gift shop once in 5 years or maybe even annually. If I was a celebrity, I love coffee enough to consider my own rebranding where I get to pick out what I like when professionals take care of the product being quality stuff, and then I get to enjoy it and sell it, getting a bit of credit to my name and status for having something good under my name. "I'm a home barista, I don't weigh the beans" I think really summarizes the phenomenon. "I'm a home musician, I don't play an instrument, I click play."

[@tijmen131]

As someone who is really into coffee and cacao and has studied a bit of branding during my Bachelor, I absolutly loved this video. They should show this at my school. Thank you!

[@GuagoFruit]

I don't know about others, but I am not particularly loyal to a brand of coffee. I love trying different ones hoping to try different flavours, so I'd only get a celebrity coffee maybe once and that's it.

[@Nidhoggrr]

I generally try to make sure the person selling it at least knows something about coffee beans and what it takes to make good coffee. But when you got people like Chamberlain who claims to be a "home barista" and doesn't even do the basics like weight their coffee....... Why would I buy coffee from them?

[@SheeplessNW6]

This is why I have a coffee subscription. Each month they send me a different bag of beans, so I get to experience a range of flavours.

[@JosephAcena]

@@Nidhoggrri saw this from the charli xcx interview and was immediately iffed

[@MatSmithLondon]

@@SheeplessNW6interesting. To me that reason (wanting to try different flavours) is the exact reason not to have a coffee subscription. Subscription with one company means: sourcing only one way (eg with one set of wholesalers), roasting in only one way, processing in one way. If I vary where I buy my beans, I’m more likely to taste vastly different coffees.

[@ellaisplotting]

​@@MatSmithLondonit's most likely a subscription that sends you different coffees from different companies, roasters etc, not purely one company's output.

[@Hobbes60]

The conversation with Matthew was terrific! I loved the insight!!

[@Matisto1]

Matthew seems like a business savy and knowledgeable guy. I can image James having his own thoughts about the roasting plant now.

[@sararassner]

I really enjoyed the interview. It’s a rare treat to get an insight into how that sort of business works!

[@KDbooks]

Hoffee coffee makes this Welshman exceptionally happy 😂

[@sarahwatts7152]

I continue to love the slurp free track, I love whoever makes sure that it happens in the edit

[@jjmcguckin2658]

James, please make the specialty coffee/biscuit pairing video soon

[@jpkatz1435]

Posh meets posher?

[@Joettcrow]

This is the perfect level of detail! This is enough that I can legitimately decide if I want to do it based only on the interview and that's great. (It's a little too expensive for a fun lark)

[@niestetennajn3456]

James, I'm so grateful for adding the slurp-free version! I can enjoy your videos without listening to triggering sounds (I have misophonia). Thanks!

[@XxMoonRazerxX]

16:56 You guys are still heroes for including this option. A sincere thank you from a headphone user

[@alexibrowable]

And another from a mysophonia sufferer!

[@Viniter]

You made a really good point about what really constitutes celebrity success these days... and it's pretty sad. Because obviously being a world renowned award winning artist is much bigger accomplishment, than being a small business founder. Somehow being a CEO carries a higher status than being a great actor or a musician.

[@weregretohio7728]

I guess that's part of the American/Western disease... people worship those who talk instead of do. Money over talent. Everything gets cheaper in virtue (and more expensive in price). Perhaps this is the terminal result of the "Protestant work ethic" of a society burning itself down in poverty as AI and climate change draw ever closer.

[@garritwinans7774]

One of my favorite Hoffee videos of all time. Very informative and well edited.

[@thecompanioncube4211]

Just watched Ryan Reynolds ad for Hugh Jackman Laughing man coffee and I got recommended this. I see what you’re doing KZbin

[@errhka]

Laughing Man Coffee is great - I bought a bag and I could find it was excellent just drinking it black (and I HATE drinking black coffee). My entire family finished the bag in a week. That being said it's become almost impossible to find it on the shelf. Now it's in those stupid keurig cups only :( I haven't had it in a longgg while so idk if the quality is the same

[@thecompanioncube4211]

@@errhka nice to hear. Him being OG, he at least knew to make good coffee as a product than it being just an advertisement

[@BL-3742]

That interview was so interesting. Thank you to James and master roast for that. It’s very cool to see the behind the scenes of that side of coffee.

[@andromedach]

Okay, that was truly fascinating to listen how they operate. I would assume there has to be company doing similar for tea, wine, chocolate, and similar type products, where people tend to not worry so much about how much they pay as long as they feel they are getting something special if not actually unique. I know people who have bought specialty coffee just for the bags or special run tins.

[@damfadd]

Hi I'm a person from the wine industry yes they do this and it's so tacky but even massive companies do this like supermarkets and put their own wine in their own fridges and shelves and market them as real brands and in Australia they claim a tax from the government called the WET and for every brand they start they can claim $300,000 it's a freaking scam and in Australia it needs to stop because it's just making shit wine with a very loud label and people have no idea and it's cheapens the whole wine experience if you give a shit about it if you don't then it doesn't matter right but coming from the wine industry it's a scam

[@alexandramolcanova734]

So, we need HOFFEE COFFEE beans and so much more merch, cups, mugs, stickers, posters everything !

[@KrivTheBard]

Thank you SO much for the slurp free tracks

[@tokyosite]

i always click off videos when there are eating/drinking sounds, the audiotrack thing is amazing!! i really enjoyed this video

[@sleepyzeph]

again, massive thanks for the slurp-free track. i even had to make use of the countdown because i was away from my device! very thoughtful.

[@SoidHoid]

Thanks, now I know how to start my own coffee brand with no experience, passion, or expertise! I enjoyed how happy James apparently was about getting the first two right

[@SherryJav]

Never in my life did I ever expect James to utter the words "Machine Gun Kelly Coffee" 😂

[@fabledobituaries]

The toll roasting story is absolutely one that needed to be told to coffee consumers. Thanks Hoffee!

[@Dan-uy2ld]

Really great video as always. Happy to be a patron of content this quality! I'd really like to see a video like this but with a coffee producer and a coffee mill. Almost like an entire process of coffee from cherry to cup

[@MrThedennisblack]

Absolutely fantastic video. The commercial director was really great, has a great presence and just has a charisma. I imagine that has helped him a lot in his career! I love any kind of behind-the-scenes thing like this so I’d definitely cast my vote for me of this kind of thing.

[@thenameiwantedwastaken]

As an Australian coffee nerd its worth mentioning that i had no idea Hugh Jackman ever had a coffee line...

[@lev4392]

I cannot tell you how much I appreciate the slurp free track!

[@mjmcclearyv2]

Jimmy Butler would be a rad collab for this channel

[@tygautier4169]

I would love to see that! And I would be genuinely curious to see a big face review.

[@raymobula]

Bro got buff😂 Also, this was a fascinating bit of industry insight. Please, make more of these. ❤

[@Raiden_N7]

Machine Gun Kelly? As James was fondling that bag I literally thought the portrait was of Limahl from Kajagoogoo... 😂😂

[@SamU_115]

I thought it was a young Cliff Richard 😂

[@kwilj]

Not only do we need Hoffee Coffee tshirts, I know I need an "Akward Tub" from Hoffee Coffee. Gracias James!

[@tomknight]

I don’t usually comment but felt compelled to, what an unusually insightful interview on an angle of a hobby I knew nothing about, thank you.

[@djinnwheeler]

Was finally able to get my hands on your book. The World Atlas of Coffee, what a work of art. 🙏🏽

[@MisterStuzy]

Love the openness

[@vegard609]

That interview was brilliant. Matthew was clear, direct and very well informed.

[@splatman7300]

Whoever's responsible for the edit at 18:53 , thank you

[@shmooters5599]

Holy crap I never knew about different audio tracks on YT. Having one w/o the slurps is actually so nice

[@basarozbent4740]

I slightly dislike business related content, but I am beginning to believe that serious videos on a particular subject provide business related insights, thank you for the great content

[@MatSmithLondon]

Why do you “dislike business related content”?

[@basarozbent4740]

@@MatSmithLondon let us say I just don't watch often, it was for arguments sake

[@samkomododragon782]

I loved watching the interview with Matthew, it was fascinating to see the finer details of running these sorts of businesses. Also something I would like to see for comparison is if content creators such as KZbinrs that have coffee brands would fall into these categories in similar ways. I know for example Jacksepticeye has his coffee brand.

[@Seofonthorpe]

I would love to see you look at brands like Awesome Coffee Club or T. Hanks Coffee, where there are celebrity involvement, but they are charity coffee brands.

[@drianzucker]

There's a KZbinr you missed - his coffee company is called Bench Warmer Brew. He supports other KZbinrs by giving them their own blends // specials. It'd be good to see a KZbinr-only edition of this video. Also, as a long-ish time viewer, I really enjoyed the interview - I thought it was really informative and insightful. Thanks James (and crew) for making this happen.

[@user-ll4mr7xi6l]

HOFFEE COFFEE T-SHIRT HECK YESSSSSSSS

[@purpleknight1396]

That Masteroast interview was awesome. I just finished my finance degree and want to get more into the business of coffee, so I am extremely curious to find out more about how the business work, how he entered, and what his vision for the future of Masteroast is. Great stuff as always.

[@DeliveredMusic]

Emma saying she’s a home barista but doesn’t weigh her beans is INSANE 🫨

[@NK-qx6kk]

Agree, weighing the beans is 101 for making any espresso at home. I doubt she's even a home barista , most likely just uses an automatic machine

[@nakoma5]

@@NK-qx6kk Buys an automatic machine and believes themselves a professional barista xD

[@plotdot32]

When she says “I’m still a home barista” she means that she /isn’t/ very nerdy about it - and then says the thing about not weighing the beans to give an example.

[@tyggerjai]

@@plotdot32 Exactly. “Home” is the important part of that, she’s saying “I’m into coffee but not like I’m a professional”

[@MatSmithLondon]

Everyone is on a journey. I met a coffee guy who mocked me for using scales. Shortly after we met, he moved in, got a new job at the then newly opened Prufrock, then went on to be a bit of a coffee celeb… (he changed to weighing beans at home I think!)

[@valliemcc8352]

Wait what I had no idea audio tracks were a thing! Omg this could be a game changer for us with mesophonia

[@thesvengallideck]

James Hoffmann Coffee when?

[@jacobseager4897]

I mean he literally owns a coffee company lol

[@dangale6969]

Literally what square mile is 😂😂

[@maeumpyeonhagae]

square mile

[@KrivTheBard]

He could call it like "Round Kilometer" or something

[@mixswist]

​@@KrivTheBard or Triangle Yard

[@codykonior]

That guy you interviewed was amazing. Absolutely fascinating to hear how that stuff works, what an amazing business!

[@vamos419]

Plot Twist: James' coffee brand is also a celebrity coffee brand

[@BensCoffeeRants]

He actually DOES have a coffee company / roastery called Square Mile Coffee. He doesn't promote it on his KZbin channel often though which is why a lot of people may not even know!

[@TheWiseGoatTrainer]

James, I love your videos, sometimes I'll play one I've already watched just to re-educate myself while I work from home. Have you ever considered doing an audio book? I think it's be fantastic.

[@bluephreakr]

There are a _lot_ of surprising similarities between coffee, tea, booze and Linux. You can go through the bother of building everything yourself from the ground-up to produce a final product you like, with processes you approve of or you can just take someone else's mix and make it to your preference if it's _close enough_ to what you sought.

[@kobalt_ren01]

I imagine a lot of Linux users are also coffee fans (me included haha) too, maybe someone should start a linux-themed coffee brand

[@bluephreakr]

@@kobalt_ren01 I am remiss to not mention tea in the original comment. Might edit to include it. There's a greater parallel to tea and Linux than coffee and Linux - _the waiting._ The need for things to just _do their magic_ for years on-end before something usable is available. It's a wildly-boring process unless you're super-interested in botanical chemistry and material half-lives to know what is decaying in the process of aging, only for the material to become anew and different with steeping before consumption.

[@tyggerjai]

@@kobalt_ren01Add beer to the list - big overlap in Linux users and home brewers of beer and spirits. Once you realise you can hack stuff, you realise you can hack anything.

[@tyggerjai]

@@bluephreakr hence spirits and also beer.

[@Serenity_Dee]

One of my favorite KZbinrs is a coffee lover, and he now has his own coffee brand that he developed with a company in the US that basically does what Masteroast does. I've never been tempted to buy the coffee but it's pretty cool to see more of the nuts and bolts of the process.

[@dr_fish]

As my favorite coffee scientist, I would love hear your take on my favorite food scientist's coffee blend, Alton Brown's "The Multitasker"

[@peterfigasinski]

How ironic given the video was sponsored by Shopify: I went to order a Hoffee Coffee t-shirt and the checkout process (using Shopify) was broken. "There was a problem with our checkout" error. Tried a few times. No luck. But outside of that - great video!!! I want my Hoffee Merch! :)

[@vze3f372]

If there is not a Hoffee coffee t-shirt, I say we riot. 😂

[@069ban9]

Seems many in the U.K. already are! Save us James!!

[@CarletonTorpin]

This video is great, and reminds me of “Super Size Me 2” where we see how many cottage industries exist, and how they can cater to any business’ needs.

[@timothyvandyke9511]

Hey look, the original comment that an *adult* bot copied and got 70 likes on

[@Tjim715]

I’m a little disappointed you didn’t try the Rudy Giuliani coffee 😂

[@mannishboy1]

My thoughts exactly!

[@svenleeuwen]

🤮

[@mamaharumi]

It's so cool to get a look inside this part of the industry. I'd love to see and hear more from Mills and his company.