Meet Adam Metelmann (Part 1 of 2)

adam metelmannThis week our quest for unique industry perspectives has taken us all the way to Australia –  home of 2014/2015 Queensland Barista Champion, and creator of the BigStep tamper:  Adam Metelmann.  Adam has been involved in the coffee industry in one form or another for the past two decades, and began competing in 2012 when he placed 3rd in the Queensland Barista Championship on his first go-around.

I had the pleasure of meeting Adam at the 2015 SCAA show this year, and I asked if he’d like to contribute something to our blog – and he was into it!

Adam wrote a great piece about focusing on the things that really matter, which we’ll post this coming Monday the 6th.

In the meantime, we focused on poking Adams brain so you could get to know him a bit better.


Where were you born and where did you grow up?

Born in Kingaroy, a country town in Queensland but spent most my teen years on the Gold Coast, Queensland.

What was your first coffee job?

I dabbled on coffee machines during my teens in various hospitality jobs, but it was ’96 when I got my first real coffee role. I started hanging out at a relatively unknown cafe that was managed by a Canadian guy. He served the thickest Caps and Lattes I’d ever seen… And really up until that point, I’d never seen anyone freepour before (locally everybody was spooning their milk into their beverages).

All the staff seemed to be adored by their regulars and I wanted to be a part of that. A position finally came up, and the interview was a series of questions about what books I was reading and what music I was into, not really about my previous hospitality experience or what I expected. Thankfully I guess he connected with my wide music tastes and they offered me the job.

How long have you been competing for? 

I only started in 2012, placing in my first regional. Looking back I cannot believe I placed in this first attempt. Even though I thought I was prepared, I really knew nothing about the Comp frame of mind or understood the scoresheets.

What made you fall in love with coffee?

In my childhood, I adored spending time with my Grandfather as he went about his morning ritual. In later years, it was more about the lifestyle and the way people were so drawn to their favourite coffee shop.

The coffee certainly wasn’t memorable in those days, but the having your favourite barista (who magically knew your name and your order) serve you, the ‘family’ environment that you shared with other regulars, the feeling of sitting in your favourite seat and watching the world go by… This ritual that so many people of all ages and walks of life still mesmerises me.

Tell us one thing about yourself that most people probably don’t know. 

In ’82, I was selected as one of 3 kids in my school to take part in a secret Apple computer programming course, apparently because of my high IQ for my age. I don’t know what happened since then because now I struggle to remember where I put my keys.

Introvert or Extrovert?

Kinda in between, an intro-extrovert. I can turn the extro on if needed, but prefer the quieter volumes of the intro lifestyle.

What do you do when you’re not making coffee?

Hmmm. I selfishly admit that everything seems to revolve around coffee at the moment. I’m trying to educate myself further, testing and future competition scheming. Music, movies, cooking, spending time with my wife as we prepare for our first child!

Whats one piece of advice for someone new to coffee who has aspirations to turn coffee into a career?

I wish the huge amount of resources now available was around when I started… You cannot ever read or learn enough. Even though my first job was basically running beverages and washing dishes, I soon realised that this was the most powerful position. From here you can see exactly how any business runs. Watch, study, listen and always take note of whats happening around you. Hospitality is not for the faint of heart, but if you can work hard and stick with it, it can be a hugely rewarding path to take.

How did you come up with the Big Step?

I first discovered Pullman when I decided to buy my first tamp. I had just moved from a huge Commercial coffee company to a Specialty coffee focussed small business. It was time to buy my own tools, and learning their concept of fitting the tamp base as accurately as possible to the baskets blew my mind. It made perfect sense.

After my first purchase, I consequently harassed the folks at Pullman to know more about the effects and consequences of tamp sizes but also saw past the ‘sales’ pitch of this idea, seeing the true quality of their product. As with everything now in my life, its all about the details. I later met Mark from Pullman at a coffee event, we hit it off both personally and professionally, and the conversations always turned to my obsession with details.

Asking him to specifically make larger base sizes for me hit a point where we couldn’t go any further, so he suggested we come up with a new design. What if the Binding and Vacuum issues associated with my big surface (but standard design) tamp base tolerances were countered with a larger diameter stepped ridge extending from the base, coupled with less surface area on the main body of the tamp base?

When I received the first prototype, I literally couldn’t believe it. It worked like a charm and the Bigstep base was born (I named it both from its appearance of the bigger step section, and also as a play on words that Mark was taking a Big Step both working with me as well as releasing such a different design). What started out really as something that was intended as personal use, I still now can’t believe that the BigStep is being shipped and used around the world.

Tell us a little bit about your sneaker habit?

Hahaha! WHAT IS A SNEAKER HABIT?!? It’s true, I do love sneakers. Primarily Nike. I’m not as crazy as I used to be in the purchase department, but I certainly cannot help myself, especially if the stores are on sale. And the secret of a good collection is having your rotation sorted, making them last a long time. I’m still wearing kicks I bought over 5 years ago. I always said I would never be that person to go crazy spoiling my soon-to-arrive child, but with the selection available now for tiny feet… SERIOUSLY?

My bank account is in big trouble.


If you want to know more about what makes Adam tick, you can connect with him on Instagram @adammann14, or on twitter @adammann14.

Have a great weekend everyone, we’ll see you Monday.


Big Step Tamper Review

Big Step Tamper

Confession: I love my barista tools. I’m a full-fledged gear geek; especially when it comes to tampers. Just like all gear-heads, I need my tools just the way I like ‘em. I was never really satisfied with off-the-shelf tampers, so in my early days I  gained a little reputation for bugging manufacturers about tweaking this, and fixing that , or what if we tried this… (it’s fully my dream to have a “signature model” tamper one day – nerd alert I know). I’ve been using oversized pistons on my tampers since around 2007 or so. My first one was made by Terry Z during his Espressoparts era –  it was a 58.6mm old school Lava Tamper with the Ritual logo branded on it. Since then I’ve had probably no less than 25 tampers of various shapes and sizes to do my dirty work. My latest go-to was a 58.4mm that seemed to have a good mix of enough piston size to cover most of the basket surface area, without creating that pesky vacuum I’d experienced with my really big boys (it’s no fun to get your puck sucked back out of the basket.) Overall I was pretty happy with my 58.4mm piece.

Fast forward to SCAA 2015. I was wandering the trade show floor and stumbled across the Pullman booth, which was being manned by Australian barista boss extraordinaire Adam Metelmann. I’d always seen the Pullman stuff floating around the internet but had never caught a glimpse in person. Being the oversized piston fan that I am, the BigStep caught my eye. I chatted with Adam about it for a bit, held it, wanted it, but was too poor at the time to buy it. Luckily for me through the matrix of friendship, camaraderie, and fast international shipping – one magically landed on my front porch.

So I’ve been using it for  couple of weeks and here are my thoughts:

Fit and finish is solid. This definitely feels like a custom piece. I’m not sure if it is; but everything is dressed well and doesn’t feel/look like it’s a random assembly line job. It’s a really beautiful tamper.

The tamper itself is height adjustable with several little insert rings you can stack on the handle. For me it’s not about overall tamper height but the distance between the top of the handle to where your fingers rest on the top of the piston. I used one small ring and was good to go.

The rubber on the piston is great for me. I’m a finger heavy kind of guy so I had much less fatigue after a shift with this tamper vs. my normal all metal pistons. If you use your palm more than your fingers this probably won’t matter as much to you.

The handle on mine is American Walnut, and is one of the first wood handled tampers I’ve had in years. If you like a lighter overall tamper – the wood is good; if you like a bit more weight or even balance – aluminum handle is probably your jam. I admittedly thought it was a bit too light for my liking at first, but after a couple days all of my all metal tampers started to feel heavy. It’s all personal preference on this one obviously.

The base is savage! This thing covers pretty much all the surface area in the basket (which I expected it to do). But the standouts are the sharp, non-radius edge and absence of vacuum. I was a bit scared of binding issues and really scared of vacuum issues, but as I plugged along I noticed neither. The sharp edge has quite a different feel than your standard radiused edged tamper…it feels a bit more aggressive and intense where the standard tampers feel a bit softer or plush in comparison (I’m not sure if that even makes any sense). Apparently the absence of vacuum and having this big boy not suck your puck back out at you is a result of the stepped design. I don’t get it, I have no idea how it works, but it does.

//  If you want to read more about how a non-radius edge can make your life better, check out Matt Pergers blog on the Pergtamp (also a Pullman piece).  //

Below are some tests I ran using a few tampers and a 20 gram VST basket. I didn’t measure extraction or any of that – I was just looking for excess (untamped) grounds, and feel.

58mm is a total wreck; I’m not sure why people make tampers this small anymore. 58.2 – 58.4mm will easily fit in a non VST basket (if you are for some reason using those), so somewhere in there should probably be the standard, but oh well. To my dismay my 58.4 proved to be only marginally better! I was so sad about it that I gave it a second try (so much for consistency and the scientific method) which yielded better results. Try number two seemed to be more representative of  what I normally get with this tamper. The BigStep obviously covers the most ground and the sharp edge makes short work of basically every shred of ground coffee in the basket, all while making for a squeaky clean basket…the pictures below basically tell the whole story.


Note: You will not like this tamper if you are one of those smash and grab, sloppy tamping baristas. I see you everywhere and I see what you’re doing. I know it’s busy and you’re in a hurry but you’re really not doing anyone any favors. That being said If you insist on riding dirty, maybe stick with that standard 58mm. Using the BigStep definitely requires precision (i.e. paying attention).

So as you can tell I have a new go-to coffee weapon, and have to retire my 58.4 back into my collection – we had some great times buddy! If anyone out there is in the market for a new tamper, give the BigStep some consideration; you’ll probably be amped that you did.

-Chris Baca

Regionals Rejected

I thought I had a lot to say surrounding the SCAA’s pulling the plug on the regional competition circuit and perhaps I do…but my mind is just a bit too jumbled right now to write something incredibly thoughtful and expressive. So I’m just going to focus on one aspect of the situation and let everyone else flesh out the rest. At least for now.

The SCAA seems to be making the claim that by pulling the plug on the regional barista competition circuit, they’re able to free up funds and reallocate them on other barista driven events. While this may be well and true, I assure you: Nobody really cares.

The SCAA is hardly relevant to the barista community if it doesn’t sanction regional and national barista competitions. Cutting out regionals is just another step towards their eventual irrelevance. Sure they host other events – but camps, meet and greets, and other networking events will never replace barista competitions.

I mean, what is the NBA to the basketball community if it discontinues having games or championships. “We’re still going to have shoot-arounds and events where people can come talk and learn about basketball.” Yeah, no thanks.

People love competition, there’s just something about it. Even the people who hated the barista competition format, rules, and scoring – still showed up to each and every one, watched people go at, and had a great time (myself included).

Competitions are also a better learning tool than any class, certification, or workshop.

Why? Because the burden is on the barista to improve. Knowing you are responsible for your own success and/or failure, and knowing that you have to stand up and give this presentation in front of all your peers, with a microphone on, while being projected onto a jumbotron…well, that makes you up your game just a bit.

Classes and workshops offer a much more passive user experience with a reward nowhere near the reward you get from busting your ass for months and then letting it all hang out. Where you place on the scoreboard hardly matters; it’s about the process. As Billy Wilson (multiple time regional winner) said today: “The real value was in seeing your barista compete. Fall in love…The value was in learning the craft.

Forget about the idea of the competitions finding “the best in our industry” or “the one perfect representative for specialty coffee.” In my mind it’s about exposing our industry to as many people as possible. The regional competition circuit is how I was exposed to this whole specialty coffee world I now live in. Now with the need to be BGA level 1 or 2 certified, or have been active in competition within the past 2 seasons, the USBC circuit is a completely insular industry event…absolutely zero new industry exposure will come via the competition circuit.

Regional events (when hosted in the right cities) provided an opportunity for people to cruise in off the street and see what specialty coffee was all about. Cafe regulars would tell friends of friends “you should cruise by and check this out, my local barista is competing today.” It’s a very real opportunity for people who wouldn’t usually care, to take a peek at what we’re all about. No one walks in off the street to check out a level 1 certification test, or randomly happens to stop by espresso just doesn’t happen. It functions in the same way that people who don’t cook, and will never take a cooking class, will watch Iron Chef and get inspired by food because it’s interesting and accessible. Whether or not you think the rules and set-up of Iron Chef are the be-all and end-all of food hardly matters. Iron Chef (and similar shows) bring an increased level of awareness to high end food, that most people just wouldn’t be exposed to if these shows didn’t exist.

But at the end of the day the SCAA has certain limitations on what they can provide and what is sustainable for them and that’s ok. No disrespect to them, the BGA, or anyone else involved. They made the call they felt they had to.

So now if we want a regional competition circuit, or want the national competition circuit to not be tied to the SCAA, then the burden is on us to make it happen. Yup. Us. Everyone who’s complained that things could be and should be better, or had ideas for the perfect system.

What are we going to do about it? It’s easy to point fingers and talk trash from the sidelines – but do you actually care enough to ante up, put in the work, and build what you want?

Do I? I honestly don’t know. I know that for all the shit I talked about the competitions shortcomings, that I’m still really sad to see the thing that brought me into specialty coffee, and introduced me to 99% of my industry friends and peers, just not exist anymore.

So I don’t know what’s next. But if anyone wants to have a bit of conversation about it, or just needs a support group, feel free to drop a comment in and we can talk it out. I can’t promise anything except a shoulder to lean on, but sometimes that’s all you need.

-Chris Baca

The Direct Selectors – by Noah Namowicz

I have the opportunity to be in a position in the coffee industry which is intertwined with the coffee producing and coffee roasting world in an extremely unique way. As a green-coffee importer, I see the good and bad, the inspiring and disheartening, and the rewarding and discouraging ways that green coffee is bought globally.

Cafe Imports and a handful of other solid companies are finding, partnering, developing, and bringing to market some really exceptional coffees. For a long time (and probably still by some today), the importer was viewed as “the man,” a person to try and cut out or avoid. When I hear those radio commercials for Shane Company Diamonds, and hear him talking about “direct diamond importing” and “cutting out the middleman”, I have to give it to him; it’s an easy sell. I am thinking to myself, “Hell yeah, why pay all these extra markups if I can do direct to the source?” Then suddenly, for no apparent reason, I NEED diamonds. That pinkie ring is looking super attractive right now. But Tom Shane, how do you do this? And why I am so lucky to benefit?

Well, a similar thing can be true in coffee marketing to consumers. As a coffee roaster, and a coffee roaster selling a premium product to discerning consumers, the message that you are connected to the products you sell is increasingly crucial. Some consumers just come for a delicious drink, but others come to drink your coffee because of how that product’s soul makes them feel. It’s the whole package more often than not; that coffee has to have some integrity behind it. I have yet to hear a radio commercial from a coffee roaster talking about selling cheap coffee because they go direct, but the general tone of the marketing seems similar to me. “Why buy from that other guy, when you can buy from us because we did this thing ourselves, no middlemen, this is our direct trade”

I wholeheartedly believe that, when possible, coffee roasters should be connected to the coffee they buy, in a way that allows them to strengthen a sustainable supply chain. They should be taking steps to bolster their supply of excellent coffees in a world where we face global threats like roya and more financially lucrative crops because…hell, we are. So the question is, how does direct trade accomplish that, and what can be done to continue to improve it?

For me, when I look at the way we at Cafe Imports buy coffee, versus other buying strategies we have seen, the problem is the combination of infrastructure-improvement requests, cherry-picking of lots, and unmet expectations within a given relationship year after year.

Generally, we see buyers who will buy a portion of coffee (microlot) from a producer at a very high price one year in a direct scenario, only to leave that producer with the remainder of their crop to be sold at the prevailing market level – and next year, all bets are off…good luck, buddy. That producer won the lottery that first year for a small portion of his crop, and now he holds the expectation that he should be getting that price for all his coffee, and that arrangement should continue forever. Who wouldn’t want that?

However, with coffee, its a difficult scenario for smaller buyers to commit to anything beyond what is in front of them, even if that is what the producer really wants. Our partners have told us time and time again that they want some stability in their lives. Some of their coffee can be great, some coffee can be very good, and a portion is just going to be flat-out bad from any given farm. We see unmet expectations all the time regarding what will actually be purchased. Coffee growers are hoping for long-term relationships, and too often (but not always), the direct trade claims by roasters are more like a snapshot of what I like to call “direct selection.”

Let’s look at this mathematically. Direct trade buyer approaches this one producer with this:

  • Producer X is asked to build elevated drying beds: $5,000
  • Producer X is asked to use different fertilizer: $8000
  • Producer X is asked to selectively harvest better (more labor, more hours): $5000
  • Producer X is asked to slow down their drying time, leaving less room on his patios: $5,000

-This producer is basically asked to invest $23,000 in this scenario in order to produce the coffee this buyer wants.

-Lets say he produces 37,500 lbs of coffee in the year. A full container.

-The market right now is at $1.50: This is roughly the rate at which the farmer’s commercial coffee will sell.

(If this producer sold his whole harvest without the infrastructure investments at this market level commercially, he would make $56,250 in revenue)

But lets say he does the investments, and produces 10,000 lbs of microlot-quality coffee 88+ points this buyer wants, and sells those for $3.50/lb, then sells the remainder at the prevailing market level. Follow me here:

  • 10,000lbs * $3.50 = $35,000
  • 27,500lbs * $1.50 = $41,250
  • Total revenue: $76,250
  • Additional investments: – $23,000

Total revenue minus investments: $53,250

WHY THE HELL WOULD HE DO THIS? He would make more revenue by not investing and selling everything commercially. More work, more risk, less revenue, and increasingly they are seeing less loyalty year over year with this “direct selection” mentality.

That is the question that every coffee producer faces, and the challenge every coffee buyer deals with…how do we make this scenario make sense for the people growing coffee, while also allowing us access to the best possible coffee that can be produced from them? How does this become mutually beneficial?

Yes, being a coffee buyer is sexy: It’s sexy to hashtag #directtrade, and it’s sexy to plaster photos of yourself next to your favorite producer on Instagram and in your shop, but honestly, if you are cherry-picking their lots and not developing a sustainable buying model and partnership for THEM first, you second, what does that direct trade even mean beyond those Insta-likes? Will there be more selfies in your future?

At Cafe Imports, we approach this a little bit differently, and this is where we return back to what “the man” can mean in these relationships when that man is a company that is independently owned, operates with integrity, and has the funding that, quite simply, most roasters do not have. The “middlemen” in high-end specialty coffee are much more than people just buying and selling a product. Sure, there are big importers that do this, but high-end specialty coffee by its nature takes a much more involved and invested buying approach. We are often villainized because it’s easy. Even Oliver Stand in this article states that direct trade opens up coffees “jealously guarded” by these nefarious middlemen (importers). But does that tell the whole story?

So lets look at what’s really done behind the scenes…

In many cases, we are pre-financing coffee for projects, producers, and groups with whom we have close partnerships. We could be paying that $23,000 ahead of harvest, before coffee is picked, so they can invest properly and still feed their families. We are cupping through over 5,000 coffees annually to give detailed feedback to our partners on what is working and what isn’t. We’re buying sample roasters for them and offering sample-roasting training to bolster our partners’ own sensory efforts. We are committing to buy crops year over year at fixed prices and offering trading support in terms of hedging coffee on behalf of our partners. We are willing to import and take the quality risk on small microlots. The amount of paperwork on one microlot in a container is about equal to the paperwork for a whole container, so most view it as a nuisance. We could write a whole additional blog post on what happens when we pay a premium for a microlot and it arrives below 85 points for any reason…but the short answer is we lose money (which unfortunately happens often), but we are willing to take that risk.

Finally, we are developing stratified buying models that throws the cherry-picking model of late on its head.

Let’s look at this stratified buying model, and now, this is the important part…

YES, we want every teeny tiny lot of amazing unique delicious coffee from a given producer, and YES we will pay very well for that quality. We are competing with handfuls of other buyers and need to pay farmers the best for their quality. Our goal is to find the most amazing coffees on the planet: That is why we are in this business, the unending curiosity of coffee’s potential. But, we also want that coffee from this producer that most cherry-picking buyers would discard, which is still above 84 points and delicious, for the sake of the sustainability of the relationship. Ideally, we want to have a home for every possible specialty grade coffee (within our own quality standards), and that wider scope gives a new home to coffees that would have been sold in the commercial market or internal market for these coffee growers. This is the only way that makes sense to us, and what our partners have told us would benefit them. They want to sell more coffee for better prices. I can say based on the amazing quality of coffees we have been seeing year over year from these projects and the loyalty of those partnerships, something is working in this model.

Lets go back to the drawing board:

  • Farmer produces 10,000 lbs of microlots and sells for $3.50 = $35,000
  • Farmer also produces 17,500 lbs of solid 84+ coffee and sells for $2.50 = $43,750
  • Farmer sells 10,000 of sub-80 point coffee internally at $1.50 = $10,500
  • Total revenue: $89,250
  • Less investments: -$23,000

Total revenue minus investments: $66,250

2nd year revenue: $75,000 since they won’t have to build beds again + hopefully more 88+

3rd year: $80,000?

This scenario is looking a little more attractive now to the producer. We are basically trying to say that we want all of their coffee to eventually be over 88 points, but we also want to reward those lots where they tried their best, but didn’t quite hit the mark. We need to make this a partnership and honor the fact that we asked them to do something for us, asked them to make investments for our own greedy desire to taste something delicious, so now we need to put our money where our mouths are.

The challenge here is: Can roasters also address this need in their business models? Are roasters who only sell the top of the top and have no homes for their partners’ other, yet still delicious coffees, going to continue to be attractive partners? I think that is the challenge we all need to ask ourselves as specialty coffee becomes harder to produce, and as we try to get more producers to plant more coffee and invest in producing truly exceptional coffees. We need them to know we are in this with them. We buy coffee from our solid partners if a bad year hits, but do you? How valuable is “the man” to helping this thing keep going when we deal in an extremely volatile agricultural product that we deem either worthy or not based on taste? Does that small or medium-size roaster have the means to do this? Again, what does that direct trade sticker mean for the partnership? Is that nefarious middleman hurting or helping the system when it comes time to make those hard buying decisions that have long term impact?

So let’s get real about why we do this and understand that seeking the most delicious things in the world and building sustainable partnerships do not have to be mutually exclusive. As a roaster, buy in to projects that make sense long term when possible, and make sure that structure addresses your partner’s needs. In fact, when it doesn’t, the entire coffee industry suffers, and suddenly all that delicious coffee we want may increasingly look more look like burden than a livelihood to those growing it.

And if anyone has a line on that pinkie ring and knows Tom Shane, shoot me his details.

xoxo – Noah Namowicz, Cafe Imports

Meet Noah Namowicz (Part 1 of 2)


We’re always in search of different industry perspectives and philosophies, so we reached out to some of the people we respect the most to bring you a series of articles addressing the Specialty Coffee industry from all angles.

We’re proud to announce the first of these comes from Noah Namowicz, Director of Sales for Cafe Imports. We asked Noah to pick any topic near and dear to his heart and just go to town…and he did!

Noah wrote an awesome article that will go live this coming Monday, June 22nd.

So make sure you check back on Monday, or subscribe so you don’t miss it.

Most people in this industry know Noah in some way or another – he’s been incredibly active in the Barista Guild of America teaching classes, giving exams, and even serving on the BGA Executive Council. For those that are new to Mr. Namowicz, we sat down with him for a little chat and asked all the not-so-hard questions so you can get to know him a little better.


Where were you born, and where did you grow up?

Milwaukee, WI.

What was your first coffee job?

Growing up in Milwaukee I was pretty into the surprisingly crowded specialty coffee scene in high school with companies like Alterra, Anodyne, and Stone Creek. Moving to Minnesota and going to school, I started spending a lot of time at a shop called Kopplins, which was and is a very progressive coffee shop that has nurtured coffee pros like Ryan Wilbur, Andrew Milstead, and our very own Megan Person and Ari Fasanella. I was blown away by this dude rocking two clovers and talking about temperature and extraction. This was totally new to me. I studied entrepreneurship at the University of St Thomas, and after graduating, landed right at Cafe Imports.

What made you fall in love with coffee?

Seeing the culture that shops like Alterra had in Milwaukee showed me that quite literally coffee shops can both shape and reinforce the culture of the area in which they reside. I was so into seeing this physical representation of the culture of Milwaukee, and I realized that these watering holes that gave like minded people an opportunity to interact with one another can make a real difference in shaping strong bonds in a community.

Tell us one thing about yourself that most people probably don’t know.

Although I had my big time party days, I have been clean and sober for about 10 years now (which makes me feel really old).

Favorite food item?

No question, Tacos.

What’s your favorite movie?


What is your favorite city to visit?

Moab Utah or anywhere where that high desert vibe is strong.

Who was your first coffee hero?

I sort of have a weird coffee hero, but my first coffee hero was Kevin Callahan, the graphic designer behind Alterra and now Colectivo. Kevin always seemed to perfectly create a visual for how a specific coffee made you feel. His striking designs and use of color really impact how customers perceive the flavor potential of coffee. I am so into that. Kevin made coffee come alive for me growing up.

What do you do when you’re not making coffee?

One thing I learned very early on in coffee is that for me, and my type of personality, I need to have other interests, or else I cannot stop thinking about something. It is basically like a form of disciplined distraction for myself. When I am not doing coffee stuff, I coach and train at our local Crossfit gym, Timberwolf Crossfit, and hang a lot with my lovely wife Megan and our two crazy kids Bryn and Archie.

What are you worst at?

I am TERRIBLE at playing music. I have tried, and my brain just doesn’t seem to be wired for it.

Favorite current brew method?


What’s in your hopper right now ?

Joe Marrocco just roasted me up some Natural Yirgacheffe Chelchele and I am currently brewing it on a crappy craft services espresso machine in Hawaii…but it is bomb. Both a testament to Joe’s ability to roast, and the quality of that coffee (plus a little of my ability to Macgyver a machine).

Whats one piece of advice for someone new to coffee who has aspirations to turn coffee into a career?

Just like with anything in life, showing a little ambition goes a long way in coffee. If you are genuinely into something and are the type of person that looks at things and tries to find ways to improve them, then opportunities will present themselves to you. I found that getting involved volunteering significantly helped me grow as a coffee pro. Places like the BGA, SCAA, RG, and other coffee organizations are amazing places to give freely of yourself, and you probably will be amazed by what comes back your way from that. I am a big fan of the theory that those that are willing to hustle a little bit will never go hungry. As cliche as it is, hard work does pay off if you are clear about what you want long term from the jump.


You can connect with Noah on Instagram @scratchpaper, or on twitter @noahcafeimports. You can also check out everything the Cafe Imports crew has to offer at

We’ll see you Monday, you won’t wanna miss it!


Resetting the System

Think of all the Baristas who changed our lives over the years. All those amazing competitors, innovators, and speed demons of service who were somehow able to be accurate and make amazing coffee while making your day brighter.

Now, think about how many of them are giving that special experience to the public. How many of them can you still go get coffee from? I would argue that most of the people who come to mind can’t be found behind the bar very regularly.


I believe it’s because many companies simply don’t support or respect the position of Barista.

Baristas make coffee. The product you are selling. The basis of your entire business and they are likely amongst the lowest paid employees you have on staff. In most cases they don’t have a career path that will ever sustain them unless they plan to move out of the coffee making jobs and more into the managerial/operational focused jobs. Which sometimes happens all by itself if said companies grow quickly and end up pulling all talent from store level to perform other operations.

This can hurt because the ability to grow successfully is based upon understanding how to operate at the cafe level as a barista. In this craft, that takes time and role models…it can’t be solely reliant on systems. When these people move on in large amounts the craft suffers.

Am I wrong to think that perhaps we restructure our business model to make the role of the barista a harder to earn, more sought after position with more responsibilities?

Perhaps, even have less “Baristas” in our companies?

Fäviken, a restaurant in Sweden which is rated the 19th best place to eat on planet earth, has adapted to an idea similar to this.

The pass is typically where the head chef would stand and expedite, but Chef Magnus Nilsson has reimagined the workplace. He believes the best chefs should be producing the things that make the plates special, thus leading by example and showing newer staff how to execute. The ones producing are also the ones with the most responsibility. This creates an amazing team dynamic where the load is shared rather than falling on a Head Chef or Manager specifically.

So, every apprentice gets to learn from a professional by both being trained in a hands on environment but also being able to study and watch movements in action. True craftsmanship. Not to mention multiple cooking styles offered through a singular vision. Truly inspiring.

So, what I am really saying up is this: We basically allow the world to view being a Barista as the job to have before you become a professional in the coffee world. It’s not really respected as much as it potentially should be and it’s not utilized or leveraged in the workplace as much as it could be.

I know you could argue that the pay structure of your company wouldn’t necessarily support that. I would argue that that isn’t true – I would say it would take an out of the box approach and potentially harder work. But true artistry takes work, and at the end of the day if we are trying to do what’s best for our craft it’ll be worth it.

-Jared Truby

Reset to Zero

Lately I’ve had the opportunity to work a few regular barista shifts thanks to my wonderful friends at The French Press. The first day or two were a little shaky, but once I brushed that dirt off my shoulder I had more fun with coffee than I’ve had in quite a long time.

There were so many things at play that gave me an energy that I’d been lacking for a while – the almost meditative feeling of dialing in at 5a.m. with the morning fog still hanging in the air, the first regular who walks through the door who’s just so thankful to have a coffee shop like yours in his daily routine, the energy you feel when there’s a line out the door and the whole place is bumping.

It’s so easy to forget how we feel when we’re at our best; forget what triggers bring out things in us that have gradually become hidden over the years. The things that made us fall in love with coffee in the first place.

These triggers are different for everyone. For some it may be the mellow hum of the roasting drum turning around and around, for others the off-beat but somehow musical sound of slurping at the cupping table…for me, it’s the social energy of a busy cafe (that’s the friendly, outgoing side in me) coupled with the connection I feel to my tools(that’s the introverted, gear-head side of me). Making espresso without all the people and energy is still fun, but there’s always a little something missing. On the flip side I’m much more introverted and private than most people assume, and getting behind the bar allows me to really exercise my social muscles in a way that’s just perfect for me. This is my sweet spot.

Everyone’s got a sweet spot but sadly, most of us don’t operate within that sweet spot as much as we should. It’s the curse of success. As we progress in our careers we tend to get pulled further and further away from the things we love – further and further away from the things that set us on this journey in the first place. It’s not intentional. There is no ill will at play. It’s just how the world works right?

People who are the best at certain things are recognized for their talent by being pulled away from those things to do more “important” stuff.

We welcome the change as it comes. I mean who’s going to turn down an opportunity for a promotion? More money, more responsibility, and the promise of some kind of career path that could support you in the long run…I know I sure didn’t. You get pumped and thrive in your new zone, so much so that you get another promotion, and another, and another!

You work in the office now with the big boys and girls. Maybe you have your own desk. Maybe you have a fancy title that proclaims you’re the “head” or “director” of something. You probably even traded in your ‘96 Civic for a 325is so you can cruise to work in style and luxury. Most importantly: You love your job and where this career has taken you. You’re happy. Or are you?

Reset to Zero.

Step outside your current role and find a way to travel back in time to the things that made you fall in love with coffee. I’m not talking about working one measly bar shift a month, or even a week. I’m talking about full immersion. Figure out a way to peel away from your responsibilities and spend at least a three weeks chest deep in your first love.

At the end of those three weeks see how you feel. I bet you’ll feel refreshed, motivated, and probably more in love with coffee than you’ve been in a long time. This energy doesn’t end with that three weeks…you’ll probably be more enthusiastic and amped-up to tackle your big-kid job than ever before.

There are a million reasons to not do this. You have so much important stuff to do, you couldn’t possibly pull away from your duties for three weeks and do something else…people need you! Well if you’re the director or head of any department and you haven’t set up your team to live without you for a few weeks, maybe you need to re-evaluate your performance.

At the end of the day maintaining a strong connection with the things that brought you into this industry are important. It sure beats the hell out of the band-aid approach of taking a vacation for motivation and revitalization.

Give it a try. I bet you’ll be amped.

-Chris Baca