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Passion Vs. Profit - When to Roast

Roasting coffee can be an alluring proposition. Many are drawn to the romance and craftsmanship behind it, while others are seduced by the idea of saving money or gaining greater control of their product. These are all valid reasons to consider roasting as part of your business. Over the years, many people have asked me when it is worth roasting or when I should become a roaster for the health of my businesses. Naturally, everyone wants a straightforward answer with a clear line that crossing indicates a threshold to begin roasting coffee. Unfortunately, it is not that easy, and it is never absolute.

In the following paragraphs, I will create the framework for making decisions based on your needs, setting and goals. There are various factors to consider, each of which holds a different weight depending on the business and your preferences as an owner.....


Written for CoffeeTalk Magazine by Jake Leonti, F+B Therapy

Mr. Leonti has worked in coffee for over twenty years with disciplines at every link of the value chain from barista to roasting, green grading and importing. Jake is the current Editor-in-Chief of Coffee Talk Magazine, columnist at Santé Magazine, member of the Roasters Guild and host of the Food and Beverage Therapy podcast

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