Roasting Concepts

Roasting coffee truly is a craft, the intersection of art and science. Becoming a master of any craft is a long and lonely process, one made much easier through collaboration and cooperation. We are about to embark on that process together, through a brand-new free educational video series: Roasting Concepts. In this progressive collection of short instructional videos, we will dive in to the three main elements that are in play for the coffee roaster: the seed itself, the machine, and the taste. Cafe Imports director of education Joe Marrocco is your guide not simply through those three invaluable subjects, but also the relationships among them all as well.

Our goal with every educational resource we provide is not to prescribe “right” or “wrong” approaches to buying, roasting, and tasting coffee, but even more significantly to empower you with knowledge that will propel you on your own journey. Our goal with this series of videos is to describe what exactly is happening in the coffee roasting process, and to help you optimize your quality by connecting the conceptual dots between your roasting machine, the coffees you choose, and the methods you apply to create the flavor profile you desire in a repeatable, accessible way.

Video 2:


Video 3:


Video 4:


Video 5:

Seed & Machine (coming soon)

Video 6:

Machine & Taste (coming soon)

Video 7:

Taste & Seed (coming soon)

Video 8:

Seed, Machine, & Taste (coming soon)

Education is at the core of everything we do.

Our role in the specialty coffee industry allows us to be students and teachers in every facet of the chain of coffee from the producer level to the barista level. We share education because we believe that paying forward experiences and lessons is the key to our industry progressing as a whole.

Our staff are extremely involved in volunteering with the SCA, BGA, and Roasters Guild. Our staff have held various executive level positions within each organization over the years, and we have contributed in developing much of the core curriculum these organizations currently use in their programs.

This education page platform is meant to freely share with you our expertise as a team of coffee professionals with collective experiences in nearly every aspect in the chain of coffee. Enjoy!