Andrew Hetzel is a coffee value chain and trade consultant with sixteen years’ experience advising public and private sector coffee industry stakeholders in more than forty countries. He improves the value of coffee production by assisting government and nongovernment entities to develop trade policies, through industry public relations and marketing activities, and by developing public-private partnership relationships.
Andrew is an adviser to the Asian Development Bank for coffee sector development in Timor-Leste, consultant for the International Trade Centre for its SheTrades global initiative in Africa, and for projects funded by USAID in Burma (Myanmar) and Yemen, USDA in Hawaii and others. He has direct work experience with coffee producers in East Africa (Uganda, Tanzania), South America (Brazil, Ecuador), Asia and Pacific (China, India, Timor-Leste, Myanmar), and Arabian Peninsula (Yemen). He has additionally provided training, quality and management consultancy services for more than two dozen coffee importing and roasting businesses in the USA, Europe, Asia, North Africa and Australia.
Mr. Hetzel is a member of the Board of Directors of the Specialty Coffee Association (SCA), the world’s largest coffee trade association. He is the Chairman of the SCA Education Advisory Council responsible for SCA’s education content, lecture and training campus programs. From 2012-2016 he was an instructor for the Coffee Quality Institute Q Arabica and Robusta (Q Grader) program.
Prior to pursuing a personal interest in coffee beginning in 2001, Mr. Hetzel was a marketing and training services executive, who later founded and managed the growth of an audiovisual systems integration business. That startup company grew under his leadership to become a multimillion dollar provider of point-of-purchase digital advertising solutions for household name consumer product manufacturers and large retailers.
As a visible specialty coffee industry spokesperson, he has been quoted by trade publications and consumer media outlets on coffee-related issues, including: the Associated Press, CNN, MSNBC, New York Times, Reuters, Time Magazine, and Wall Street Journal.
With help from other smart people
We bring in talented coffee consultant friends to work on projects that need specialists in the areas of engineering, coffee science, agronomy, processing, roasting and finance.
Coffee Value Chain Sustainability, Sourcing and Trade
Sarah has a M.A. in Peacekeeping Management from the University of Turin, Italy, and B.A. in Philosophy and Politics from Warwick University in the U.K. She is an established coffee procurement and export professional with extensive experience with sustainability initiatives, international coffee supply chain and value chain activities, coffee quality improvement and trade. Prior to starting her coffee and cacao supply chain consultancy, Amsterdam-based Vuna Origin Consulting, Ms. Morrocchi managed export supply chain operations for Sustainable Harvest Coffee Importers of Portland, Oregon, USA, from 2007-2011, and was later its Global Supply Chain Director until 2015. She speaks fluent English, Italian, Swahili and Spanish.
Coffee Science and Agronomy
Shawn holds MS and PhD degrees from the University of Hawai‘i in the field of Tropical Plant and Soil Sciences. He has researched various aspects of coffee science, including horticulture, biochemistry and sensory analysis. He is a co-owner of Daylight Mind Coffee in Kona, Hawaii and also the author of Hawaii coffee book and co-editor/author of, Coffee: A Comprehensive Guide to the Bean, the Beverage, and the Industry
R. Miguel Meza
Coffee Processing / Roasting
Miguel is an independent coffee roasting and processing expert based on the Big Island of Hawaii, who is also part owner of Paradise Coffee Roasters of Minneapolis. While he was roastmaster at Hula Daddy Coffee of Kailua-Kona, Ken Davids of Coffee Review named him, “one of the coffee industry’s young visionaries.” He has overseen coffee processing to high standards in Hawaii, Jamaica, Panama, El Salvador, Brazil, India, Ethiopia, the Dominican Republic and Taiwan.