In the dimly lit confines of a neglected studio apartment, Ethan's dream began to take shape. Surrounded by half empty packets of artesian roast coffee,  an array of coffee brewing equipment , and a collection of well-worn notebooks filled with scribbled roasting profiles and flavor notes, sits the future CEO of America's favorite prize-winning specialty coffee. Ethan envisions a future filled with rich, complex coffee flavors. His focus is to create a brand of specialty coffee that would stand out in the crowded market, a lasting testament to his passion and dedication.

Fundamentally, the coffee industry relies on experimentation to improve its techniques and processes. Coffee roasting is the primary example of this. From the transfer of heat to the amount of time set at one specific temperature and then there’s the desire to achieve a specific hue, roasting is all about the art of experimentation.