My road to coffee roasting...


My name is Hajo, short for Hans-Jörg — a name in need of an abbreviation! Growing up in Stuttgart, with Mercedes legacy in the family (my grandfather as Mercedes' first race car driver), I followed suit as an engineer. Work took me frequently to Portland, Oregon, where I discovered a coffee culture unlike any I had known in Stuttgart. I also started spending time in Brazil — opening up opportunities to learn about coffee growing. I loved my job and yet felt that my coffee passion held the potential to become more than just a weekend hobby. As a triathlete, I have learned how to focus and make training and planning a priority — skills that have driven my approach to educating myself on the world of coffee.

 

A move to California led me to explore new career horizons and this decades-long dream slowly became an exciting reality. For a couple of years I poured my heart and soul into roasting a highly palatable, delicately balanced coffee using only ethically sourced beans. Unforeseen circumstances required a premature move back to Europe and I took the decision to not set up as a roaster again but rather take the enthusiasm and sense of community I felt in the U.S. to contribute to a roasting-centric and inclusive community here in Europe.