This can be one of the most fun, parts of starting or owning a coffee business. It is probably the #1 most important decision you will make. If you buy a franchise this decision will be made for you. Chances are that you might have selected the particular franchise because you personally like the taste of their coffee.
If you are planning to be an independent coffee business then you get the honors. You will want to narrow the preliminary possibilities early. You can research roasting companies through a variety of ways. Talking to others in the industry is one of the best. When I ask someone their opinion and they give it to me, I ask them why they like that brand. The answers can be enlightening. You will get everything from, “well, they are local roasting company” to “so and so uses them”. This tells me nothing!
Once I lived in close proximity to a roaster. I knew businesses that used this roaster. I also knew customers who went to those shops. Customers commented they did not like the coffee. I heard comments that business X use to have good coffee and now they get their coffee from this roasting company and they don’t go there any more. I was approached by this local roaster. I was invited down to see the facility, to meet them, tour the plant and taste the coffee. The building was beautiful. Their attention to the details of the roasting process impeccable, the owner and supporting staff could not have been nicer. Service, outstanding. Coffee, not drinkable. I confirmed my decision about the taste by sampling it to my staff and customers.
In the selection process, above talking to others in the industry, is taste. It is important to check the reputations of the suppliers you intend to work with. If they say they will send you samples, and the samples never arrive or you never receive a follow up call - this might be telling you something. Once I had a scheduled appointment with a company and the sales reps was coming to my home months before I was opening my business. I spoke directly with the sale rep and told him specifically what I was planning to do, when I was planning to open and that I wanted to sample their coffee. He arrived and on time. He brought me 8 small packs of coffee. Some pouches were ground and some whole bean. The pouches were pre-measured ounces that a “waitress” would use for regular restaurant coffee.
I specifically told this rep it was a coffee shop (hint hint gourmet coffees, high end coffee, fresh ). He brought me no decaf, no flavored coffee and nothing extra. This was a major food supply company. When I asked the rep about flavored coffee, he said yes they have it.
I had to ask him what flavors, was it whole bean, how much it costs? He looked on his computer for no less than 18 minutes for the flavored coffees. When he finally found it they offered 2. After me asking a few other questions he looked at me and said, they would not guarantee the freshness and it was really to much trouble for him. That he would not recommend using their company. He arrived on his sales call totally unaware of my business. He did not anticipate my business needs. He still asked me for an order before he closed his computer. Not a company I would suggest using as a supplier for your business. This was his business and how he made his money and I was new. I would expect him to have been a wealth of resources and information. He offered nothing. 7 years later this sales rep still works for the same company.
You want to look for a company that you do not have to hold their hand. A good roaster will discuss the location and size of your shop. They will help you anticipate how many pounds of beans to begin with and will keep in touch with you during the initial business to make certain you have plenty of fresh beans. A good supplier often, but not always will provide you with extra pounds of beans for sampling beverages. They believe in their product enough to support you, to help get your business off the ground. If you are successful you will naturally need more of their beans.
I strong suggest once you have narrowed the choices down to a few roasters, try the samples and definitely have a broad selections of other people try the coffee samples. If it does not taste good and is not liked by popular palate-people will not continue to buy from your business.
Key Points
- You will get approx 50 shots of espresso per pound.
- You will get 35, 8 oz cups of brewed coffee per pound.
- Does your roaster use the only the highest quality beans?
- Do they produce a consistent quality?
- Where did they learn their roasting skill?
- Who taught them to blend and roast?
- How often do they roast?
- Are the varietals and blends roasted every day or another roasting schedule?- This finds out, if maybe some of the beans in your blend were roasted last week-( or longer) and added to the rest of the blend, that was roasted today.
- Coffee is best fresh.
- It’s prime flavor is in the first 10 days.
- Does your roaster custom blend coffee? Can they?
- Can the package retail sized packages with your private label?
- Do they date their coffee? Can they ship coffee to you immediately after roasting?