Valor Coffee Podcast Ep #107: Why Your Coffee Shop SHOULD Start Roasting – 06/12/2024

By: Valor Team

Published On: June 14, 2024

Category: Podcast

Starting a coffee roastery is a significant step for any coffee shop. It’s a journey that comes with its own set of challenges and rewards. In this post, we’ll explore the reasons why your coffee shop should consider roasting its own beans, drawing insights from our recent podcast discussion.

Why Start Roasting?

Transitioning from a coffee shop to a coffee roastery is a significant decision. Here are the main reasons why we believe it’s a step worth considering:

1. Control Over Quality

Roasting your own beans gives you complete control over the flavor profile and quality of your coffee. This control ensures that every cup served meets your exact standards and allows for greater consistency.

2. Cost Savings at Scale

While the initial investment in roasting equipment and training can be high, the cost per pound of coffee decreases significantly as you scale. Over time, this can lead to substantial savings, especially if you have a high volume of sales.

3. Increased Brand Value

Roasting your own coffee elevates your brand, making it more recognizable and reputable. It allows you to create a distinct identity and story around your coffee, attracting more customers and fostering loyalty.

4. Diversified Revenue Streams

Having a roastery opens up additional revenue streams, such as wholesale and online sales. This diversification can help stabilize your business and increase profitability.

5. Operational Efficiency

With a roastery, you have greater control over your supply chain, reducing the risk of running out of coffee and allowing for better inventory management. This efficiency can lead to better service and customer satisfaction.

Challenges to Consider

Starting a roastery isn't without its challenges. Here are some hurdles you might face:

1. High Initial Investment

The cost of roasting equipment, training, and setup can be substantial. It’s crucial to ensure you have the financial resources and a solid business plan before diving in.

2. Steep Learning Curve

Roasting coffee is both an art and a science. It requires a deep understanding of the process, constant learning, and experimentation to get it right.

3. Increased Responsibilities

Running a roastery adds another layer of responsibilities, including sourcing beans, managing production schedules, and maintaining equipment.

4. Market Competition

The specialty coffee market is competitive. Building a brand and securing wholesale clients requires strategic marketing and exceptional product quality.

Tips for Success

To successfully transition into roasting, consider these tips:

1. Start Small

Begin with a small, high-quality roaster and gradually scale as you gain experience and market share.

2. Focus on Training

Invest in comprehensive training for yourself and your team. Understanding the nuances of roasting is crucial for producing high-quality coffee consistently.

3. Build Relationships

Develop strong relationships with coffee farmers and suppliers. Direct trade can ensure better quality and more interesting coffee selections.

4. Leverage Your Existing Customer Base

Use your current coffee shop customers as a foundation for your roasting business. Their loyalty and feedback can be invaluable.

5. Utilize Technology

Modern roasting technology, like the Bellwether, can automate much of the process, making it easier to produce consistent results.


Starting a coffee roastery is a big step, but it can be incredibly rewarding. From controlling the quality of your product to opening new revenue streams, the benefits can outweigh the challenges if approached strategically. As we discussed on our podcast, the journey is filled with learning opportunities and the potential to create something truly unique and valuable in the coffee industry.

If you’re considering starting a roastery, we hope our insights and experiences help guide your decision. For more in-depth discussions and industry tips, tune into the Valor Coffee podcast and join our growing community of coffee enthusiasts and professionals.

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