Building a Repeatable Sales Process for Your Roastery - WOC '26

In this episode, I sat down with Jenna Gotthelf to hear where her competitive spirit came from and how her education background informs the work she does today to innovate in the coffee competition space.Enjoy my conversation with Jenna Gotthelf.Learn more about Brewlette here.Attend a Tasting at Ten or a Cupping at Counter Culture Coffee here.👉 Buy a Book👉 Sign up for our newsletter📧 Learn More or Set Up a Meeting: [email protected] the good of the people — PomeloIntro Music: Niña by Mona WonderlickMid Roll Music: by Niña by Mona WonderlickOutro Music: Naked by Mona Wonderlick

In this episode, I sat down with Jennifer Staunton to discuss the impact of small and large donations, as well as the importance of long-term partnerships, and innovative programs like school and community gardens that foster sustainable development in coffee-growing regions.Learn more about Food 4 Farmers check them out here.👉 Buy a Book👉 Sign up for our newsletter.📧 Learn More or Set Up a Meeting: [email protected] the good of the people — PomeloIntro Music: Niña by Mona WonderlickMid Roll Music: by Niña by Mona WonderlickOutro Music: Naked by Mona Wonderlick

In this episode, I sat down with Marcela Pino, the Co-Founder and Executive Director of Food 4 Farmers.To understand the journey that led Marcela to co-found Food 4 Farmers, we have to go back to 2003. It was then that she began her work with coffee producers at Grounds for Health. During her time there, she worked alongside women in coffee-growing communities providing cervical cancer screening and treatment. This birthed a profound interest in solving the most pernicious obstacles coffee producers face, in tandem with a desire to increase their quality of life.Marcela then pursued her master's degree in natural resources from the University of Vermont, where her focus was on researching income diversification and its direct impact on food security for coffee producers.15 years later, Marcela drives the vision and long-term goals of Food 4 Farmers, overseeing their on-the-ground programs, operations, and fundraising.The vision she is working to make a reality is “a world where every coffee-farming family has enough nutritious food every day.”Learn more about Food 4 Farmers here.👉 Buy a Book👉 Sign up for our newsletter📧 Learn More or Set Up a Meeting: [email protected] the good of the people — PomeloIntro Music: Niña by Mona WonderlickMid Roll Music: by Niña by Mona WonderlickOutro Music: Naked by Mona Wonderlick

I had the privilege of chatting with Rob Hoos, the Principal Consultant behind Hoos Coffee Consulting.His coffee journey began during college in Cincinnati, Ohio where his interest in roasting was ignited. He then saved up to buy a 1-kilo roaster to learn and hone his skills as a roaster. He then moved to Portland, Oregon, to become the Director of Coffee at Nossa Familia Coffee. It was during his time there that his career as a global roasting consultant took root, evolving into the industry-shaping practice that he runs today.Rob's goal is to empower coffee roasters with the tools, knowledge, and confidence necessary to achieve their goals.Buy Rob's books here.Learn more and engage Rob here.👉 Buy a Book👉 Sign up for our newsletter📧 Learn More or Set Up a Meeting: [email protected] the good of the people — PomeloIntro Music: Niña by Mona WonderlickMid Roll Music: by Niña by Mona WonderlickOutro Music: Naked by Mona Wonderlick

We're taking a short break from our biweekly cadence, but we'll be back in September with some pretty awesome guests.While you wait, go check out our past podcasts. We've got quite a catalog of interviews from all over the coffee supply circle, from coffee growers and importers to roasters and cafe owners.There's plenty of good content waiting for you, and I promise the quality of the conversations is worth your time, even if the audio from our earlier episodes might not be perfect.👉 Buy a Book: https://www.pomelocoffeeconsulting.co...👉 Sign up for our newsletter: https://www.pomelocoffeeconsulting.co...👉 Sign up for Junto: https://www.pomelocoffeeconsulting.co...📧 Learn More or Set Up a Meeting: [email protected] the good of the people — Pomelo

I had the privilege of chatting with Adam Shaw, a co-owner of Deeper Roots Coffee.We chatted about how his background in design engineering has helped him on his entrepreneurial journey, what it means to Deeper Roots to source coffee thoughtfully, and how leading with relationships has been the core of Deeper Roots Direct Trade (DRDT).Enjoy my conversation with Adam Shaw.Learn more about Deeper Roots here: www.deeperrootscoffee.comInterested in setting up a wholesale relationship with Deeper Roots? Reach out at [email protected] 👉 Sign up for our newsletter👉 Buy a Book👉 Sign up for Junto📧 Learn More or Set Up a Meeting: [email protected] the good of the people — PomeloIntro Music: Niña by Mona WonderlickMid Roll Music: by Niña by Mona WonderlickOutro Music: Naked by Mona Wonderlick

I had the chance to chat with Patrick Burns on his company's 15th anniversary.He shared the journey that he and his wife took to start the business, the frameworks they use to hold themselves and their team accountable, how they cross-train across their cafe and roastery teams, and what he is still learning as a leader.Give this episode a listen. Patrick shared so many nuggets of wisdom, including the mistakes that have all been a part of the journey that led them to where they are today.Connect with Patrick here: [email protected] more or buy coffee from Palace here.👉 Sign up for our newsletter.👉 Buy a Book👉 Apply for Junto📧 Learn More or Set Up a Meeting: [email protected] the good of the people — PomeloIntro Music: Niña by Mona WonderlickMid Roll Music: by Niña by Mona WonderlickOutro Music: Naked by Mona Wonderlick

How a pair of cafes is empowering young adults aging out of the foster care system.I had the chance to talk with Miah Sommer about the journey that led him from the bike industry to starting a non-profit bike and coffee shop that eventually evolved into a full on coffee shop to create empowering and supporting young adults who are aging out of the foster care system.Learn more about Astute here.Reach out to Miah here: [email protected]👉 Sign up for our newsletter👉 Buy a Book👉 Sign up for Junto📧 Learn More or Set Up a Meeting: [email protected] the good of the people — PomeloIntro Music: Niña by Mona WonderlickMid Roll Music: by Niña by Mona WonderlickOutro Music: Naked by Mona Wonderlick

I got to chat with Bavo about his leadership philosophy and his approach to team management. We discussed how he seeks to keep business goals in alignment with humanity, and how to honor the value that each individual contributor brings to the whole.👉 Sign up for our newsletter👉 Buy a Book👉 Sign up for Junto📧 Learn More or Set Up a Meeting: [email protected] the good of the people — PomeloIntro Music: Niña by Mona WonderlickMid Roll Music: by Niña by Mona WonderlickOutro Music: Naked by Mona Wonderlick

In April, I was at World of Coffee in San Diego and got to speak on Building a Repeatable Sales Process for Your Roastery.If you own a roastery, or lead a salesperson or sales team, you might find value in this episode. I outline how to:Develop a sales plan based on top-line targets, growth verticals, and clear timeframes aligned with monetary goals.Define and refine your Prospect-to-Nurture Process.Identify which KPIs and reporting a salesperson should provide to ownership and leadership.Implement the BANT+S framework and understand the value of role-playing."👉 Sign up for our newsletter👉 Buy a Book👉 Sign up for Junto📧 Learn More or Set Up a Meeting: [email protected] Us on the SocialsLinkedInInstagramWebsitefor the good of the people — Pomelo