What's the Best Coffee Roaster?

Summary

Steve Green from Mill City Roasters shares insights on common misconceptions in the coffee roasting industry. He addresses frequently asked questions, such as choosing the 'best' roaster, debunks myths like toxic gas contamination, and discusses the true factors influencing coffee quality: green coffee, operator skill, and proper extraction. Steve also criticizes marketing tactics that play on fear, uncertainty, and doubt. He emphasizes that the best roaster is not defined by equipment alone, but by how well it serves the roaster’s skills and needs, ultimately making the operator the key to great coffee.

Takeaways

• ☕ The quality of roasted coffee depends on three main factors: the quality of the beans, the skill of the operator, and proper extraction.
• 🤔 It's misleading to ask for a coffee roasted sample from a specific machine without knowing details about the beans, roast, or brewing conditions.
• 💡 Many sales tactics in the roasting industry rely on fear, uncertainty, and doubt (FUD) to influence purchasing decisions.
• 🌍 Imported roasters don't necessarily harm local jobs, as some companies like Mill City Roasters employ workers both locally and abroad in safe, supportive environments.
• 🔥 Hot spots in coffee roasting drums are not as disastrous as some claim. Minor adjustments to temperature, drum speed, and preheat can solve most issues.
• 🔧 There are two main types of roaster manufacturers: those who build machines but don't fully understand coffee, and those who roast but lack technical machine expertise.
• 💻 Automation in coffee roasting is not a substitute for skill. It's better to invest in education rather than relying solely on automated systems to ensure quality.
• 💸 Afterburners are often unnecessary for most specialty coffee operations and can add significant costs without meaningful benefits.
• 🛠 A good roaster machine only provides a tool. The operator's skill remains the most critical factor in achieving quality roasts.
• 📊 Thermal mass, heat control, and burner design all influence the roasting process, but each roaster must adapt these variables to their specific setup for the best results.

Q & A

What are the three main factors that influence coffee quality according to the script?

The three main factors that influence coffee quality are the quality of the green coffee beans, the skill of the operator, and competent extraction.

Why does Steve Green question the value of getting a coffee sample roasted on their machine?

Steve Green questions this because a coffee sample roasted on their machine doesn't account for factors like the quality of the green beans, roast quality, water quality, grind size, or brewing method. Without knowing these variables, it's difficult to determine how the sample would apply to someone's specific business needs.

What does the term 'FUD Principle' refer to, as mentioned in the script?

The 'FUD Principle' stands for Fear, Uncertainty, and Doubt. It refers to a marketing strategy used to manipulate people's fears, leading them to make decisions out of fear rather than rational thinking.

How does the script address concerns about toxic combustion gases in coffee roasting?

The script dismisses the concern about toxic combustion gases contaminating the roast as exaggerated. It explains that the amount of combustion gas relative to the airflow is minimal, and the combustion efficiency of most roasters is so high that it's comparable to cooking with gas stoves in unvented kitchens, which hasn't posed a significant health risk.

What argument does the script make regarding imported coffee roasters and American jobs?

The script argues that concerns about imported coffee roasters harming American jobs are exaggerated. Mill City Roasters, for example, manufactures in China but maintains a full staff in Minneapolis, providing jobs with fair wages and benefits. Additionally, their factory in Shenzhen supports workers and their families, emphasizing the ethical considerations of global manufacturing.

What did Steve Green discover in his experiment with stainless steel and burner hot spots?

Steve Green discovered that the difference in temperature between different types of stainless steel and carbon steel over a burner was minimal. The 304 stainless steel was only 10 degrees hotter than the 1018 carbon steel, and the 430 stainless steel was just 5 degrees different. This finding debunked the notion that certain materials significantly cause hot spots in roasters.

What advice does the script give for achieving even coffee roasts?

The script advises that even roasts are the result of proper drum rotation, correct drum speed, well-sorted green coffee beans, and appropriate preheat temperatures for the batch size. Only after these factors have been optimized should one consider that there might be a problem with the drum itself.

How does Mill City Roasters differentiate itself in terms of customer support and training?

Mill City Roasters differentiates itself by focusing more on teaching coffee roasting rather than just machinery operation. They believe the roaster is easy to operate and can be taught in about an hour, but the art of coffee roasting takes time and skill. They emphasize training customers to roast high-quality craft coffee for commercial success.

What is the script's stance on automation in coffee roasting?

The script argues that automation is not a substitute for skill and knowledge in coffee roasting. While automation can increase efficiency, without a solid understanding of coffee roasting, it can simply lead to the production of bad coffee more efficiently. Education and hands-on experience are emphasized as more valuable than automation alone.

What is the script's overall message about choosing a coffee roaster machine?

The script's overall message is that while different roaster machines have their quirks and advantages, the most important factor in achieving good coffee is the skill of the operator. It emphasizes that coffee roasting is a sensory-driven process and that no machine alone can ensure quality. Ultimately, 'the best roaster is you.'