Andrew Hetzel

Andrew Hetzel

Coffee Markets and Trade Adviser

Coffee consultant Andrew Hetzel is a coffee agriculture policy 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 on coffee sector development in Timor-Leste, and for projects funded by USAID in Burma (Myanmar), USDA in Hawaii and others. He has work experience in East Africa (Uganda, Tanzania), South America (Brazil, Ecuador), Asia and Pacific (China, India, Timor-Leste), and Arabian Peninsula (Yemen). He has additionally provided quality and management consultancy services for more than two dozen private coffee importing and roasting businesses in the USA, Europe, Asia, North Africa and Australia.

Prior to pursuing a personal interest in coffee beginning in 2001, Mr. Hetzel was a marketing and training services business development 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.

Mr. Hetzel is a member of the Board of Directors of the Specialty Coffee Association (SCA), the world’s largest coffee trade association, and a Senior Value Chain and International Trade Consultant for the Coffee Quality Institute (CQI) charitable trust.

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.
Sara Morrocchi

Sara Morrocchi

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.

Shawn Steiman

Shawn Steiman

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

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.