[{"data":1,"prerenderedAt":706},["ShallowReactive",2],{"item:\u002Froasting-craft\u002Fwhether-to-roast":3,"platform:site":192,"more:\u002Froasting-craft\u002Fwhether-to-roast":640},{"id":4,"title":5,"aiRevisedAt":6,"authors":7,"body":12,"canonical":108,"category":109,"categorySlugs":120,"cid":121,"cover":122,"description":127,"extension":128,"featured":129,"language":130,"meta":131,"navigation":132,"noindex":129,"ogImage":133,"path":134,"publishedAt":135,"readingMinutes":136,"recipe":108,"related":137,"revisedAt":108,"seo":170,"seoDescription":127,"seoTitle":5,"sortKey":108,"sources":171,"stem":175,"tagSlugs":176,"tags":180,"translations":188,"type":189,"url":190,"__hash__":191},"platformItems\u002Fplatform\u002Fitems\u002F54051.md","Should You Take the Leap into Coffee Roasting?","2026-10-20T11:21:09.000Z",[8],{"name":9,"slug":10,"role":11},"Reese Ross","reese-ross","author",{"type":13,"value":14,"toc":100},"minimark",[15,19,22,25,30,33,42,47,50,54,57,60,63,67,70,77,81,84,87,91,94,97],[16,17,18],"p",{},"Many café owners share the ambition to roast their own coffee. That enthusiasm is both inspiring and a caution: it signals a supply of passionate newcomers, yet also foreshadows the hard truth that a number of aspiring roaster-retailers will spend years chasing an ever-moving definition of success—or struggle without ever getting their business fully airborne.",[16,20,21],{},"Launching a specialty coffee business is a complex equation involving timing, research, instinct, and judicious spending. Small choices—how tasting notes are presented on bags, whether to sell syrups and paper goods alongside coffee, the roast spectrum from light to dark, air versus drum machines, single-origin versus blends—each carry consequences.",[16,23,24],{},"Phil Goodlaxson, founder of Corvus Coffee in Denver, advises the eager dreamer not to imitate other successful coffee companies. Study them, certainly—identify what you admire—but then refine your own vision until it can stand independently. Why would a customer buy from a roaster copying Heart Coffee Roasters when they can buy from Heart itself? And how could an outsider fully understand the internal workings that make Heart successful? Ask questions of anyone willing to answer, read widely, take classes, and shadow others. Then synthesize those lessons into a workable business plan with a vision statement against which every future decision, large or small, can be measured.",[26,27,29],"h2",{"id":28},"moving-from-café-to-roastery","Moving from Café to Roastery",[16,31,32],{},"On the practical side, building a roasting operation is complex and potentially rewarding. The first blunt question: is roasting your own coffee truly a good idea? If you own a café, should you keep buying beans from an established roaster instead? “The biggest concern I have is, what is the economic cost of the roasting business?” says Tracy Allen, founder and CEO of Brewed Behavior. “Will it take your focus away from being with customers? It’s a problem when the biggest contributor of the retail environment [the owner] gets peeled away to oversee roasting operations. I can think of people who roast through the night so they can still be present in the café or to keep labor down.”",[16,34,35],{},[36,37],"img",{"alt":38,"height":39,"src":40,"width":41},"“Roasting manufacturers will often make roasting sound very simple and straightforward, while roasters might say the opposite,” says Tim Cureton (on right), founder of Rise Up Coffee in Maryland. “When I finally decided to leap into roasting, I went on a quest to figure out what to do.”",801,"\u002Fuploads\u002F5f7f6018243f5f5fdeb4.webp",1200,[16,43,44],{},[45,46,38],"em",{},[16,48,49],{},"The typical reasons for adding a roasting program are clear: vertical integration of the supply chain, control over product quality and story, and often lower costs for one of the café’s most expensive inputs. Ben Helt, founder of Benetti’s Coffee Experience in Raytown, Missouri, a Kansas City suburb, explains, “We decided to roast at the beginning, because we always knew we wanted to do some wholesale.” He notes that when he opened his coffeehouse, Kansas City lacked today’s strong cluster of micro-roasters, and that now, seven years and a renowned coffee scene later, he is encouraged to see cafés opening that showcase local and national roasters without roasting themselves. “You have to act differently in your café when you roast coffee for sale, because you’re trying to set yourself up as an authority and your real source of money is going out the door as wholesale. You may not be reaching out to the audience you have at hand because you’re trying to maintain a certain image and can’t interact with your customers on a daily level so easily.”",[26,51,53],{"id":52},"what-you-need-to-know","What You Need to Know",[16,55,56],{},"A pressing question: how much should you know about roasting before you start? The usual answer: it varies widely. “Roasting manufacturers will often make roasting sound very simple and straightforward, while roasters might say the opposite,” says Tim Cureton, founder of Rise Up Coffee in Maryland. “When I finally decided to leap into roasting, I went on a quest to figure out what to do.” His first decision was whether to learn the craft himself with business partner Noah Kegley or to hire an experienced roaster. They chose the former and drove to Waterbury, Vermont, to study at Mané Alves’ Coffee School before going out on their own. “I’ll never forget him patting us on the back at the end of the five-day course and saying dryly, ‘You can do this.’ Of course, it was just the beginning,” says Cureton.",[16,58,59],{},"Private training options abound, and many roaster manufacturers offer in-house instruction. The Roaster’s Guild also provides long-term support through classes and the dynamic community of roasters it attracts. Private instruction and apprenticeship can be deeply valuable, provided the instructor is right.",[16,61,62],{},"An unspoken obstacle to the free flow of roasting knowledge is that for many roasters, profiles and systems are proprietary. As a result, it is hard to advance beyond a certain level without either landing the perfect apprenticeship or working out the details the hard way. A great deal of roasting skill simply comes from repetition, observation, frequent cupping, and regular course correction—making it accessible to anyone willing to put in the effort.",[26,64,66],{"id":65},"equipment-and-green-coffee","Equipment and Green Coffee",[16,68,69],{},"The equipment needed to start is simple. Allen says, “Get the roaster, a good table or workbench, packaging, bags, and labels. If you plan to ship you’ve got to buy boxes and filler.” As for roaster size, Allen says that on average, with packaging time and inevitable interruptions, a roaster can count on 2.75 roasts an hour, which averaged out over an eight-hour day can give an idea of capacity. “A lot of people might want to buy a twelve-kilo roaster but only need three,” says Allen. Helt adds, “There’s a certain scale to making a living roasting coffee, and without wholesale, a single café doesn’t seem big enough. I’d be impressed with those who could generate that much income in a single-shop environment.” It’s tempting to add software, upgrade to a vintage roaster, and jump immediately into direct sourcing, but it’s important to focus on developing the core of a profitable roasting company and keep costs down. Though it was groundbreaking several years ago when Benetti’s shared a roasting space with another Kansas City roasting company, nowadays roasting collectives and shared roasting spaces are springing up throughout the country.",[16,71,72],{},[36,73],{"alt":74,"height":75,"src":76,"width":41},"ANDY MUMMA, the owner of Barista Parlor, a two-store multi-roaster in Nashville, recently started Barista Parlor Roasting. The cafés will continue to serve beans from across the United States, but now they’ll have their own, too. “Barista Parlor Roasting opens up doors that will allow us to source, roast, package, and present coffees the way we feel best represents them,” says Mumma. “Roasting will enable us to take that next step as a company and give us complete control over the coffees. We will always push the boundaries of roast profiles and present our coffees in custom packaging that we haven’t seen done before that will best represent Barista Parlor.”",1798,"\u002Fuploads\u002F56ad4f4dcc221dce3f5c.webp",[16,78,79],{},[45,80,74],{},[16,82,83],{},"Starting simple and small also applies to green coffee. Many young, small roasters begin by buying from micro-seller The Coffee Shrub, which offers great coffees with full transparency and will break bags into smaller shipments. Matthew Toomey, founder of Boomtown Coffee Roasters in Houston, says, “At first I didn’t keep much green on hand. I went the Sweet Maria’s route, which helped me learn distinctions between origins and processing. From there I established relationships with local importers. I go through fifteen to twenty bags a month now, but at first I could buy a bag and it would last all month!”",[16,85,86],{},"Learn the routine of requesting, roasting, and cupping samples, and develop relationships with importers who can supply exactly what you need. For cash flow purposes, note that most importers don’t extend credit terms until a buying relationship has been established. What coffees a new roasting company purchases depends entirely on its projected customer base. The new roaster may want to highlight light-roasted single-origin coffees, while the customer base wants a dark-roasted blend. There’s plenty of room for dialogue here, and gradual change of drinking habits, but roasters must be realistic about offerings.",[26,88,90],{"id":89},"retail-and-wholesale","Retail and Wholesale",[16,92,93],{},"Wholesale and retail are different animals as well. The modern wholesale roaster is generally expected to fulfill a wide variety of services, from leasing and maintaining café equipment for clients to training the clients’ staff so they represent the coffees well. Depending on the target market, the roaster may be required to keep a large range of green coffees in stock, which increases the amount of cash in hand. Some markets will demand you become skilled at blend development. (Proprietary blends are still one of the strongest wholesale products.) Helt remembers the wholesale growth at Benetti’s as challenging, since there was already so much good coffee in Kansas City. “Because of the competition, we had to start out with some more challenging accounts that had been open for a while and were struggling, or that had gone through multiple roasters in a short period of time. This gave us a chance to learn about the logistics of making it all happen and what it’s like to deal with customer concerns about your product.”",[16,95,96],{},"Retail coffee sales depend on building a dynamic coffee community that regularly buys whole-bean coffee to brew at home. Keeping coffee sales largely in-house reduces the green coffee variety needed (ten years ago, a café was expected to serve many coffees; now a seasonal stock of three to five is normal). When Rise Up Roasters transitioned to roasting for itself, it was moving around 600 pounds of coffee a week, says Cureton. “Our goal was to seamlessly transition our core coffees, and we had a lot of anxiety over it—six and a half years of loyal coffee drinkers! Our customers were very excited for us, and we built the roaster in a customer-facing way so they could see the whole process. We had strong retail whole-bean sales in our shops then, but it’s only increased since we started roasting.” Allen adds that the most important step to selling coffee, whether wholesale or retail, is, “Defining your UVP [unique value proposition]: what makes you different from other roasters? Lots of roasters buy the same coffees, roast it the same, and customers can tell. Personality and follow-up with potential clients are important.”",[16,98,99],{},"What is success for a coffee roaster? Definitions vary, but in the end, make it personal. 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