Essential tips to help you start your own roasting business

Building a coffee roasting business requires careful planning and strategy. To start, it’s crucial to research and understand your target market. By identifying potential customers’ preferences and expectations, you can tailor your offerings to stand out from the competition. Conduct surveys, gather feedback, and stay updated on industry trends to ensure you meet the needs of your customers effectively. For those considering to start their own coffee roasting operation, Willem and Valerian go over various topics and give some crucial tips on how you can make your mark in the business.

A deep dive into the World of Coffee roasting

In this episode, Willem Boot, a seasoned expert with over 20 years of experience in the coffee business, shares his wealth of knowledge. He is joined by Valerian Hrala from Boot Coffee Campus, who brings his expertise in both the craft and business aspects of coffee roasting. Starting and running a coffee roasting business can be a major step in your life and every successful venture begins with a solid plan. Defining what your goal and expectations are crucial indicators to see if you can accomplish your dream. Willem and Valerian emphasize on three strategic questions every aspiring coffee roaster should ponder:

  1. What product are you selling?
  2. Who is your target audience?
  3. How will you differentiate from the competition?

By addressing these questions, entrepreneurs can carve out a niche for themselves in the competitive coffee market.


Strategic Planning: Your coffee roadmap

The foundation of great coffee lies in establishing long term relationships with your key suppliers. Connect with reputable importers and producers who prioritize traceability and sustainability. Consider factors like origin, variety, processing methods, and certifications to ensure the best quality for your customers. Experiment with different beans to offer unique flavor profiles that set you apart.

The roasting process is where the magic happens! Obviously, this is where Giesen Coffee Roasters can become your valuable partner. Experiment with different roasting techniques and invest in your coffee roasting machine(s)  to develop unique flavor profiles while maintaining consistency in your roasts. Understand how temperature, time, airflow, and bean development stages impact flavor characteristics.

Decide how you want to sell your roasted coffee – directly through a retail coffee shop or an online store or by partnering with local cafes, restaurants, or retailers? Finding the right distribution channels will help you reach your target audience effectively while considering factors like convenience for customers and profitability for yourself.

Branding and Packaging

Creating a strong brand identity is crucial in standing out from competitors in the crowded coffee industry. Define Your Brand Identity: Determine what values, mission statement,and unique selling proposition set you apart. Choose a catchy, memorable name that aligns with your brand identity. Design a compelling logo that visually represents your coffee roasting business.Use sustainable packaging materials, captivating designs, and informative labels to communicate the story behind your coffee. Consistent visual elements like colors, fonts, and imagery will reinforce your brand identity.

Having an online presence is essential in today’s digital age. Create a website that showcases your offerings and tells the story of your brand. Make it easy for customers to navigate and purchase products online. Interact with coffee enthusiasts through social media platforms by sharing behind-the-scenes content, brewing tips, and engaging in conversations. Build an online community around your brand. Finally, focus on building strong customer relationships to foster loyalty. Provide exceptional customer service by being responsive, helpful, and attentive to their needs. Regularly seek feedback from customers to improve products or services based on their preferences. Create loyalty programs or incentives to reward repeat customers for their support.


Starting a coffee roasting business is not just about the beans and the roast; it’s about understanding the market, carving a niche, and delivering a product that resonates with consumers. With experts like Willem Boot and Valerian Hrala sharing their insights, the path becomes clearer for budding entrepreneurs. And to help you starting with success they recap the episode with seven key tips.

Good luck and above all have fun!

If you are interested in completing the sales tool covered in the video, please contact our sales department!

More information on coffee brewing, roasting or any other coffee-related subject? Make sure to subscribe to Behind the Roast to get exclusive access to the newest articles and video’s! Click this link to subscribe.

Giesen Coffee Roasters

Questo articolo ha 6 commenti.

  1. Philippe


    I would like to know where we can download the excel sheet from the latest video?


    1. Marc ten Haaken

      Hi Phillipe, we’ve updated the blog and added the coffect link. Clicking the highlighted text in the article will lead you to the download.

  2. Patrick


    I’m not seeing the blog or link to the spreadsheet – can you post a URL?


    1. Mees Jansen

      Hi Patrick,
      You can reach out to our sales department to calculate what roaster fits your exact needs. The link is at the bottom of the article.

  3. Patrick

    Hi Mees,

    Sorry, I meant I am missing the link to download the spreadsheet that was used in the video – it has green coffee costs, etc. I already own a Giesen.

    1. Marc ten Haaken

      Hi Patrick, first of all apologies for the late response to your comment. The sales tool you see in the video is a version with US units. We also have a version with European units and calculations and are happy to share it with you. Please contact our sales department or the contact person who helped you with the purchase of your Giesen coffee roaster.

Lascia un commento

You might also enjoy