Hi-Fi Espresso’s story is one of passion, persistence, and community. When Bill Kennedy of San Franciscan Roaster Co. sat down with Jeff, Karen, and B from Hi-Fi Espresso, the conversation was rich with insights, nostalgia, and future aspirations.
You can watch the video of our interview at the bottom of this article.
Falling in Love with Coffee and Community
Jeff and Karen Prugh, the husband-and-wife duo behind Hi-Fi Espresso, recall how their love for coffee was intertwined with their relationship. Jeff’s first 'wow' moment came from his visits to Ninth Street Espresso in New York, where he was captivated by the ambiance and the ritual of coffee. Karen, on the other hand, found her love for coffee through LA’s bustling cafe culture, frequenting spots like La Mill and Intelligentsia. Their shared passion for coffee soon became a cornerstone of their relationship, from coffee dates to trips planned around renowned cafes.
From Coffee Lovers to Coffee Makers
The idea of opening their own coffee shop took root during their time in New York, where the integration of coffee into everyday life inspired them. Upon returning to Los Angeles, they spotted an opportunity in their neighborhood and seized it—leasing a space that would become their first shop in Hermosa Beach. Their journey began with Counterculture Coffee, whose training and support eased their entry into the coffee business.
The Move to Roasting with San Franciscan
While they began roasting at Pulley Collective, sharing space and learning on a Loring roaster, Jeff and Karen sought more control and authenticity in their roasting process. Inspired by their admiration for Cat & Cloud’s work and glowing reviews of San Franciscan Roasters, they made the leap to their own San Franciscan gas roaster in 2023. Jeff, with his background in filmmaking, likened gas roasting to shooting on film—offering a warmth and authenticity that digital methods couldn’t match.
Learning the Craft with San Franciscan
Training on their new San Franciscan roaster at the Carson-Tahoe campus was a pivotal experience. B, the roaster at Hi-Fi Espresso, appreciated the hands-on learning but expressed a desire for more in-depth training on machine maintenance. Bill Kennedy welcomed this feedback, highlighting the company's commitment to continuous course development and customer support. The Hi-Fi team also praised San Franciscan’s exceptional customer service, especially during unexpected power outages, where quick support from the team, including Brent, got them back on track.
Roasting for Growth and the Future
Looking ahead, Hi-Fi Espresso has ambitious plans. They aim to expand their wholesale business, roasting for other shops and building a broader community through their coffee. They’ve already started supplying notable venues, such as the Coachman Hotel in South Lake Tahoe. Additionally, they aspire to make their mark in roasting competitions, a goal that Bill Kennedy fully supports, even offering to connect them with U.S. Roaster Champion Mark Michaelson for mentorship.
The Road Ahead
With the Specialty Coffee Expo in San Diego on the horizon for 2026, Jeff, Karen, and B are focused on growth, learning, and refining their craft. Their journey, fueled by a passion for coffee and the support of San Franciscan Roaster Co., is a testament to the power of community, dedication, and quality craftsmanship.
Hi-Fi Espresso’s story embodies the spirit of coffee roasting—where passion meets precision, and community is built one cup at a time.
Useful Links
- The Hi-Fi Espresso website is here: https://www.hifiespresso.com/
- The Coffee Roaster Hi-Fi uses is the SF-25
Here is the full interview
