Reflections from a Golden Bean Head Judge: Jen Hurd on Coffee, Competition, and Community

During the 2018 Golden Bean North America competition and conference in Portland (September 19–22), we interviewed a range of coffee professionals. In the weeks that followed, we shared their stories. This conversation with Jen Hurd is part of that coverage.

For additional Golden Bean features, including behind-the-scenes photos and a list of winners, see our full coverage.

Jen Hurd has been involved in coffee for close to 20 years, taking on roles from barista and retail manager to sales manager, consultant, and trainer. She is based in Portland, Oregon, and currently works as West Coast Regional Partnership Manager for Genuine Origin, the importing division of Volcafe Specialty.

Hurd has participated in Golden Bean North America since its inception four years earlier. She spent the first two years in the Engine Room and served as an official judge the previous year. In the current year, she was one of the head category judges, responsible for ensuring that other judges evaluated accurately and fairly and offered constructive feedback to all roaster competitors.

CP: What are the most significant changes you’ve observed at Golden Bean since you first became involved?

JH: We’re seeing a lot more attendees and a lot more coffees. I think there’s more awareness of the competition overall. I think it continues to be a really good learning opportunity both for competitors who submit coffees, but also just to be here… it’s a great place to make a lot of connections and do a lot of networking. I think some of the biggest changes are we have way more people to help, which is really cool. There’s more people in the engine room, there are more judges, and I think we really need that in order to get through more coffees every year.

CP: What have been the biggest challenges you’ve faced since you started in the coffee industry?

JH: I think the Pacific Northwest is tough because it’s very competitive. It’s very saturated, so whether you’re in green coffee or roasted coffee, or you have a café, so do a lot of other people, and that’s really tough. I think branding and marketing and company culture are really, really important. I also think being a woman in this industry can be really tough. You have to work even harder sometimes to get people to listen to you and give you any credibility, so it feels like you have to prove yourself constantly.

CP: How has it been being the only female head judge?

JH: Our judges are all really awesome and I’m very happy that that is not an issue. We all pull each other over for coffees if they need a second taste, if there’s something questionable. I am not worried at all about my skills—everybody is all on the same page.

CP: Is diversity in the industry changing?

JH: I think so. I think we’re seeing that in attendees as well, which I think is really important. And in the Engine Room too.

CP: What makes the Engine Room special?

JH: It’s so much fun. You get to really work your brain as a barista in a way you don’t in normal service. Because in a normal café, you have the same coffee most of the time, and with Golden Bean you have wildly different coffees, so it’s like, ‘Okay, how does this coffee work differently?’ I think it’s a great exercise for people who maybe haven’t gotten to work with a lot of different coffees.

CP: What is your favorite thing about the industry?

JH I feel like everybody says ‘community,’ I feel like that’s always the answer. But I have made some of my dearest friends through things like this….I also think it’s getting to learn from other people and getting to share what you know. It doesn’t matter how long you’ve been in this industry or what role you have, there is something I can learn from everybody here. There are a lot of right answers in coffee.

This interview has been lightly edited and condensed for clarity.