Tom Hinman, San Franciscan Roaster Co.'s new Client Success Manager is a true coffee roasting enthusiast who literally learned the business from the ground up. 

The coffee industry is no stranger to innovation. Over the past few years, we've seen the rise of AI and automation in everything from bean selection to brew techniques. However, when it comes to coffee roasting—a process that marries science with the art of flavor extraction—technology has been a double-edged sword.

The history of coffee is long and rich, with its cultivation and enjoyment spanning centuries. But beyond the brewing process lies an equally fascinating evolution—the art of roasting coffee beans. From humble beginnings in the Middle East to today’s highly engineered, precise machines, coffee roasting has transformed dramatically.

In the world of specialty coffee, where every bean is a potential masterpiece, the importance of precision, skill, and knowledge cannot be overstated. For businesses investing in high-quality roasters which give you complete control over the roast, the machine is as effective as the hands that operate it. Proper training for coffee roasters is not just a valuable asset—it’s an essential component in minimizing waste, maximizing flavor potential, and ensuring consistent quality in every batch.

The hum of conversation mixes with the soft clinking of cups, while the unmistakable scent of freshly brewed coffee permeates the air., the aroma of brewing beans tells a story. For years, that story was dominated by the bold, smoky allure of dark roasts. Coffee drinkers across North America embraced the deep, almost charred notes of these heavy roasts, their palates steered by the richness and the near-bitter intensity that came from a darkened bean. Yet, as with all things in food and drink, trends evolve, and 2024 has brought with it a quiet revolution—a return to the bright, delicate world of light roasts.