Latest / Coffee People Podcast / Coffee People: Will Etherington, Technivorm-Moccamaster, USA

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Coffee People: Will Etherington, Technivorm-Moccamaster, USA · Coffee People Podcast

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1:01
Welcome to the coffee people podcast, which is part of the
1:04
roast, West Coast Coffee Network and is presented by rho Star
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Coffee packaging. If you're roasting coffee, and
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you want to put those beans in a good-looking package or tin
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check out. Roast are.com.
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You won't be disappointed. I'm Ryan Walt.
1:19
And this is the coffee podcast where we meet really
1:21
interesting, people, from all corners of the coffee industry.
1:25
Today I'm conversing with Will Etherington sales director for
1:29
technovore, mocha Master USA. The longtime manufacturer of
1:33
coffee Brewers who've recently dip their toe into the Burr,
1:37
grinder production game. Speaking of Burr grinders don't
1:41
forget to check out the coffee smarter podcast, which you can
1:44
find wherever you're listening to this show.
1:47
Season two is underway now and focused on Grinders and coffee
1:50
grinds through the first few episodes.
1:54
And in today's culture, is somewhat of a unicorn in that
1:57
he's been working at MOCA Master for seven years, since joining,
2:00
the team as an intern in college, the US Bureau of Labor,
2:03
Statistics puts the average job tenure at just 4.1 years.
2:08
So he's almost double that as someone who's jump through a lot
2:11
of different careers that seems like a long time to me, and I'd
2:15
like to find out what the secret of his success has.
2:18
If you want to see a mocha Master Brewer while will and I
2:20
are chatting today. I've shared the images in the
2:23
most post on roast westcoast.com, or you can scroll
2:27
through the at MOCA Master USA, Instagram feed.
2:30
Now, I need a cup of coffee. How about you?
2:33
I'm going to go through one, while you listen to this coffee.
2:35
People conversation with Will adrington sales director at
2:39
technovore, mocha Master USA. So this isn't your first podcast
2:52
you've been your veteran. Yeah I suppose.
2:56
So I've done. This is my third podcast now.
2:59
So yes you can consider me a well seasoned vet.
3:04
Why don't you do me a favor? And if you could let everyone
3:07
know your name where you work and what your role there is.
3:11
Yeah thank you. Again for having me, I'm looking
3:14
forward to doing this in chat. Another today about coffee and
3:17
mocha monster wherever the Pod takes us.
3:20
But my name is Will I've been with mocha Moss?
3:23
Now, for seven years, I have been with mocha Monsieur say
3:28
through all kinds of crazy, numerous roles, starting with
3:32
customer service, doing actual mocha, Master Brewer, repairs.
3:37
All the way to accounts development business development
3:41
and now to where I am today, The director of sales for mocha
3:45
Master North America and it's been a, a really cool Journey.
3:50
It's been fun to learn about the exciting world and the
3:56
ever-changing world of coffee. Before I started with mocha
3:59
Master, it really was coffee to me, was really just a white
4:04
chocolate mocha or something like that.
4:06
And now, it's so cool to be able to experience such nuances and
4:10
flavors when I'm drinking coffee.
4:13
If he's from specific regions and of course, always brought
4:16
out the best of the best coffee, when it's on a mocha Master.
4:21
Well, let's explain it to everyone listening.
4:23
What a mocha Master is, I learned that mocha Master is has
4:28
been a been around since, like the late 1960s, which really
4:31
surprised me if anyone listens to this show regularly or
4:34
listens to Coffee smarter, which is our companion show, Chris
4:38
O'Brien of coffee cycle. Who's one of our guest experts
4:42
recommended the Welcome Master coffee brewer as like, if you're
4:45
going to buy a non-manual brewer, this is the one you
4:48
want. So could you let me know kind of
4:49
like what your product line is. And you know a little bit about
4:53
the company itself. Yeah.
4:54
Absolutely. So as you touched on where we've
4:56
been around since the late 60s, all of our products are handmade
5:01
in our one Factory in the Netherlands, they have been ever
5:04
since the late 60s as well, and what mocha monsters are really
5:08
designed for is to give the end user.
5:10
The true flavor of the coffee that the roast, Stir and grow
5:13
experience. And the really unique thing
5:15
about our product lineup is is if I was to set you down in
5:19
front of every single one of our mocha monster models.
5:21
There wouldn't be necessarily a difference in regards to the
5:24
actual quality of cup of coffee that you're getting across.
5:28
That whole entire assortments. The only difference comes down
5:31
to Aesthetics comes out the capacity and comes down to
5:34
style. Do you want a glass carafe?
5:36
Would you want to stay the steel carafe?
5:38
So that's the really unique and interesting thing about mocha
5:41
monsters. From a sales standpoint, you
5:44
know, you always have customers reaching out to you and saying
5:47
hey you know, I want the best of the best model and that's
5:50
something that they don't have to necessarily sacrifice when
5:52
they're choosing a more camasta because every single one of the
5:55
mocha master Bruce will give the end user.
5:58
The true flavor of the coffee that the rooster and grow
6:01
intended for You mentioned the visual the aesthetic of the
6:05
design. I'm going with the stainless
6:07
steel craft because if it's class I'm breaking it within a
6:10
week. There's just no question about
6:11
it. Sure the mocha Master coffee.
6:14
Brewer design has a very late 60s, early 70s kind of sleek
6:19
modern feel to it. I read the somewhere that it
6:22
actually sold at the Museum of Modern Art in New York.
6:25
It's one of the few you know I know that there's a few other
6:29
manual coffee Brewers that they sell, but I think this is the
6:31
only Brewer that they sell. What have you learned about?
6:35
Kind of the design and how they kind of settled on that over the
6:38
years. I noticed other brands that are
6:40
mimicking it in our current state.
6:43
Why do you think that that design stands out to people and
6:46
how did that come about? What's the story?
6:49
You tell people. Yeah, I mean aesthetically it's
6:52
just a really unique concept and a really unique products and
6:56
yeah, we've been selling now and sold in Moma, the Museum of
7:00
Modern Art since 27. Team them.
7:03
I remember the office here and also the factory back in the
7:07
Netherlands was really a static by that sort of opportunity.
7:10
So we've been really really blessed with that.
7:12
But when it comes to the actual design and the concept of it
7:16
really came down to wanting to make sure that the Brew is
7:20
essentially like an automatic percolator style.
7:23
So it's got a copper boiling element inside of that housing.
7:26
And then, that boils the water at 212 degrees Fahrenheit.
7:31
And then, from there it Bob, Bubbles up that copper boiling
7:33
elements and the glass tube inside of it goes over the nine
7:37
hole Outlet on. I've been evenly disperses over
7:40
the ground so that sort of is the essence of the designers.
7:43
How can we make it to where the water is boiling here Rises
7:48
carries over and the drops on over to the grounds and
7:51
extracts, the proper temperatures and for the right
7:53
amount of time as well. And temperature control is such
7:56
a difficult thing to find in coffee Brewers generally
8:00
speaking, if you, if you start testing You'll be shocked at the
8:03
difference in temperature that the water is actually coming out
8:06
onto your coffee. And for anyone listening, you
8:09
can go to roast westcoast.com, and you'll see photos of the
8:12
mocha master that you'll share there as well and some of their
8:15
content. So you can think about that
8:16
while you're listening to will. And I today part of the reason,
8:20
the two is you touched on having a variation in temperature and
8:25
you don't have to worry about that when it comes to a mocha
8:27
monster because no more come on Sir Bruce have any pumps in them
8:31
and so that's the Of them that I see often with other competitive
8:34
products is perhaps they get to the right temperature but they
8:39
also have pumps inside of them. So perhaps the water is being
8:43
pumped up at a slightly premature temperature.
8:46
And so, then you've got a brew basket.
8:47
That has really inconsistent ranges of temperature and you're
8:51
ultimately going to be getting a very Potentially even the
8:56
extracted over extracted. All kinds of extraction levels
8:59
were actually within your carafe.
9:00
And so that's really where mocha Master shines has.
9:03
We don't have any pumps. Coffee is a really beautiful and
9:07
complex science, but Mocha master Bruce, really take that
9:11
sort of complexity out of it when it comes to the consumer,
9:15
because we don't have any comps and because we designed to give
9:17
the truth, they were the coffee. Very interesting.
9:21
Well, I want to go back a little bit and learn a little bit more
9:24
about you. I did some Google stocking.
9:27
You've been with mocha Master for a long time, as you
9:29
mentioned. But even before that, I'm
9:31
wondering, did you have any experiences with coffee that you
9:35
kind of remember is being? You said, you were a white mocha
9:37
guy before monkey Master. But do you remember what that
9:40
first time was that you thought? Oh this is this is unique.
9:44
I mean was it getting ready for an interview at McMaster or was
9:47
there a kind of a story that you have there that you?
9:49
Can think of before milk monster, I was doing the normal
9:54
college kid stuff. I was waiting tables and
9:56
bartending and go into a local University here in Oregon
10:00
Portland State University. And I was working towards my
10:03
undergraduate degree in finance and I was just fortunate enough
10:07
to stumble across a smoker Master.
10:09
As a company that was needing some customer service
10:13
representatives. And I was looking for an
10:15
internship at that time based on the requirements of my Korean.
10:20
So, I was fortunate enough to get my foot in the door and
10:23
Carry On from there. And fortunately, throughout the
10:26
interview questions coffee wasn't necessarily something.
10:30
That was a last straw, or I couldn't pass it if it, if I
10:35
didn't know coffee. But there was definitely the
10:37
opportunity to come to the company and not only learn about
10:42
the business world, but also learn about what is coffee.
10:46
And I would truly remember, actually sitting down and trying
10:49
Some coffee on a mocha monster for the first time and then try
10:52
and coffee on either competitive products or other Brewing
10:56
methods. And I just remember, being
10:59
absolutely blown away. I think it was an Ethiopian
11:02
yoga, Chef, that I tried for the very first time.
11:05
And I remember thinking, I never liked black coffee.
11:09
I'm not going to like this black coffee, but I've got to put a
11:11
smile on my face because my boss had another important people in
11:15
front of me. And I've really got it.
11:17
Oh wow, this is incredible and I actually After even fake.
11:20
It was truly an eye-opening experience.
11:23
It was jamming it was bright siddik, you know, I come to
11:27
learn that at the time, some of the flavors that I'm tasting are
11:30
based on the actual fermentation process as well.
11:34
And from there, it's just been a really eye-opening and exciting
11:38
experience in Journey. Well, you are based out of him.
11:43
One of America's great coffee towns.
11:45
Portland Oregon, can you talk a little bit about Portland?
11:49
As a Coffee Town, how have you seen it grow and how have you
11:52
seen that reputation impact the personality?
11:56
You mentioned, you were there before mocha Master you were
11:58
there in college and I believe grew up in that area if I'm not
12:00
mistaken but I did. Yeah.
12:03
Have you seen that as a evolution in the city?
12:05
And as an identity that people attached to Portland I can't
12:10
necessarily speak to it being an evolution within the city.
12:13
However the whole entering the third and now the fourth wave of
12:17
coffee, I've certainly seen Not only in the metro area of Oregon
12:22
but across the United States when it comes to actually
12:25
Portland coffee scene though, there are so many incredible
12:29
Roasters. Whether it's problem areas,
12:31
whether it's quiver, whether it's Sterling, you know, there
12:34
are dozens, and dozens that I am failing to mention just off the
12:38
top of my head, because there are so many unique ones that
12:41
really not only do a wonderful job in regards to actually
12:45
sourcing and roasting the coffee and paying homage to the.
12:49
All grows of the coffee but they also do a really good job of
12:52
taking care of their staff and taking care of their community.
12:55
And I think that really speaks to what the coffee Community is
13:00
as a whole and is really about, it's so funny.
13:03
As I mentioned, I was in university to get a
13:08
undergraduate degree in finance and throughout the whole
13:11
process. I thought, hey, you know, I work
13:12
on Wall Street or our work for a bank which is really quite
13:16
frankly, very cut through Industries and Not necessarily
13:20
inclusive. Unless your bottom line is
13:22
strong or your Top Line growth is strong.
13:24
And it's been really cool to be in an industry such as coffee
13:28
where it is, so inviting and inclusive.
13:32
And if you go to a seminar or if you go to a trade show and you
13:36
don't understand the concepts that someone is talking about.
13:40
You pull them aside off of the show and say, hey, I'm confused
13:42
or hey, chat. Me talk to me a little bit more
13:44
about this and their eyes light up and they're so excited to
13:48
bring you along the journey. Ernie.
13:49
So I think really when it comes to Portland as a whole when it
13:53
comes to the coffee community and then coffee is a hold, it's
13:57
just such an inclusive environment.
14:00
That's an interesting way to think about it.
14:02
It made me think of coffee as an industry as being.
14:07
I mean, you're the director of sales.
14:08
So it's really unique, it's not just, I'm trying to make money
14:11
off you as a person on the other side of this transaction.
14:14
It's I want to bring you into this deep dark rabbit hole that
14:17
I have fallen into its I don't it seems like a cult but there's
14:21
a little bit of that, you know, like I want to share this with
14:23
you because I'm excited about it and I see that you might be
14:25
excited about it as well. Yeah.
14:28
Who is the customer? Mirror for mocha Master.
14:32
Obviously a person, buying a single cup Brewer is probably
14:34
going to be an individual at home, but is that your your
14:37
overall customer or do you work in a larger in the larger
14:40
industry? Who is the eventual buyer?
14:43
Yes. So ultimately what it comes down
14:45
to the actual consumer that which is again.
14:48
They generally the probe Suma sort of level they are
14:53
oftentimes really looking for the best the best quality or the
14:57
best experience and they don't want a lot of Of flashy, bells
15:01
and whistles. They just know that it's a
15:03
simple and elegant design. It's built to last.
15:06
That's what we back at, by a 5-year warranty.
15:08
It's made in the Netherlands. So it really speaks to the
15:10
Quality there as well. And they know that It ultimately
15:14
is going to be a coffee brewer. That gives them again.
15:17
The true experience of the coffee that the roosters and
15:19
grows intended for. So that's really who we sell to
15:22
you on that consumer level. But then, we also sell to
15:26
hundreds of roses across the country and When it comes to the
15:31
actual nuts and bolts in the business side of things, I think
15:34
it really speaks to the care and inclusion that we give to the
15:39
entire coffee roaster Community. Because at the end of the day,
15:44
we have what's called a math program which is minimum
15:47
advertised pricing. So it's going to be consistent
15:50
pricing across the board. It's not going to be, hey, you
15:53
know, I see this for a $50 cheaper on Amazon.
15:56
Will you match it in store and now a road, your entire Margin
16:00
or hey we're not going to sit here and make you purchase five,
16:04
10 15 units at a time. If you want to purchase one unit
16:08
of the time and represent Our Brands, then we're happy to do
16:11
that as well. So I think it's really a unique
16:14
and refreshing take on what we are and who we are as a
16:17
business, one of the Silver, Linings of a terrible thing,
16:23
which is the coronavirus pandemic, over the last few
16:25
years, was people had a chance to kind of focus in on.
16:30
Hobbies that they appreciated for themselves, coffee sales,
16:32
reached home, coffee brewing was huge during that time.
16:36
I've heard from roaster after roast route, for roaster how
16:39
they surprised them. While shop sales would go down
16:42
there, their online sales, their wholesale sales, they're being
16:46
sales, would go up. Did you experience something
16:48
similar with coffee brewing? Caught selling coffee Brewers
16:52
and how did the coronavirus as a whole impact your company?
16:57
Yeah, it's such a such an interesting question because
17:01
from the purely nuts and bolts positive business side of
17:04
things, we certainly saw a bump in Top Line and we certainly saw
17:09
some exciting opportunities that came from the entire pandemic.
17:14
But at the end of the day, it was and still is an awful awful
17:19
thing and it it was it was devastating to see so many
17:23
smaller Roasters that had just started within the Year or two
17:27
prior to the actual pandemic. Unfortunately have to go out of
17:30
business because they just couldn't sustain that was really
17:33
the, the hard and dark part of it.
17:36
Were there positives for a business out of it?
17:38
Yeah, absolutely. There's certainly where I and I
17:40
think as you record a lot of roosters in a lot of other
17:45
equipment manufacturers. Suddenly saw that as well, but
17:49
I'd be lying if I didn't say they were, there weren't really
17:52
dark times where we would talk to a smaller account that we'd
17:56
work with We and they said he, you know, unfortunately we can't
17:59
we can't make this or we can't continue operations and those
18:03
are really hard conversations to hear because it was, it was no
18:08
fault of their own. It wasn't like they set up a bad
18:10
business. It wasn't like they took on too
18:12
much debt. It was just something that was
18:15
completely out of their control and that was really tough to to
18:18
experience him here. There's a moment in October this
18:23
November of 2019 where my wife and I actually made a full price
18:27
offer on a restaurant locally and in the end, the deal didn't
18:32
go through for a totally different reason.
18:35
But we were ready to go. We had the money we prepared, we
18:38
made the offer and we would have taken ownership in January of
18:42
twenty twenty. And then a few months later, the
18:44
coronavirus sort of hit. I spent a lot of those early
18:46
months thinking about what my life would have been like, had
18:49
That happened the show, wouldn't exist for starters.
18:53
I think about how timing is so much, a part of an
18:57
unexplainable. Part of a business plan.
18:59
You can, you can have all the right ideas and all the right
19:02
numbers, but if they tear up the street in front of you
19:06
unexpectedly, or there's a pandemic, there's not much you
19:09
can do and it's what makes being an entrepreneur.
19:12
I think exciting been risky and challenging and there's just so
19:17
much more than just punching in and punching.
19:19
In out and doing the right thing.
19:21
What about you what is something you've learned over the past?
19:24
Would you say seven years at MOCA Master about working in
19:27
coffee? That has surprised you or that
19:29
you kind of had to learn the hard way?
19:30
I mean it's there been any challenging moments?
19:34
I don't necessarily know about the challenging moments.
19:36
I mean, there certainly are there.
19:40
So many are always challenging moments as you're going through
19:43
growth. And as you're going through next
19:45
steps, I've been really fortunate to work with a really
19:48
passionate CEO, who is quite a bit more experienced than I am,
19:53
but has also been very patient and understanding with me
19:59
throughout my growth in the company.
20:01
And I make mistakes all the time.
20:03
I will continue to make mistakes but it's just it's sort of about
20:07
making those mistakes and learning from those mistakes.
20:10
Picking yourself up, Dustin, you're off and continuing on, I
20:12
think having that sort of spirit and that sort of drive has
20:17
definitely helped continue to make these seven years exciting
20:21
and make every single year after these seven years better than
20:25
the last one. So I that's really what I would
20:28
say there. I think really one of the
20:30
biggest things that surprised me.
20:31
And I've touched on it throughout this, this pod is the
20:35
inclusiveness throughout the community.
20:37
It really is just something that I've never necessarily
20:40
experience before, with how inclusive and how excited the
20:45
entire Community is for people that enter the community or
20:50
people that have been in the community for a long period of
20:52
time. It really is just an extremely
20:55
inclusive, bunch. And I'm really fortunate to be a
20:59
part of it. I'm going to change taxi or a
21:02
little bit change tracks rather in my, my research for this show
21:07
I saw that you're part of something called Toastmasters,
21:10
you're obviously well spoken. But what is Toastmasters and how
21:13
is that impacted your impacted you as a salesperson in your
21:17
ability to communicate? Yeah, absolutely and toast
21:20
mosses up until actually participating in it.
21:24
I frankly would never necessarily considered it but as
21:28
I mentioned earlier, my see Eeo has been really passionate and
21:33
really focused on growing me as a person and me as a, as a
21:38
business person and part of that was Toastmasters, my CEOs
21:41
consistently saying, hey, you need to be in total assets.
21:44
I think you're a good public speaker, but I think you could
21:47
be so much better if you went out and participated in this
21:51
really awesome community. And so I joined it about two
21:55
years ago and I joined the local club and we meet every Thursday
22:00
and You about an hour long meeting with the with the
22:04
organization and we get to practice our speaking skills,
22:07
whether it's a five to seven-minute prepared speech
22:10
whether it's two to three minutes of impromptu speech,
22:15
it's a really interesting community and I certainly think
22:19
it has helped me become a better public speaker over the past
22:24
couple of months. If not the past couple of years
22:27
and I'm excited to see where it takes me, they have competitions
22:29
as well and I competed vote for the very first time this year.
22:33
I got second in our division, which was a disappointing
22:37
Endeavor, but also exciting to know that I have the potential
22:41
if I continue to work hard to see where this could be
22:44
potentially taking me. I'd love to sit here and say
22:47
that in the next three to five years.
22:50
I'll be competing in the international circuit and
22:53
hopefully in the quarters semis and potentially World Finals as
22:57
well. So Toastmasters is a really
22:59
incredible program. I encourage anyone that is
23:02
listening to this to go and check out your local Toastmaster
23:06
group because it really is a special organization.
23:09
That's interesting that there's competition.
23:11
So it's just just so I understand it.
23:14
You're essentially giving a prepared speech or you're doing
23:17
a public speaking in front of a judge or a team of Judges who
23:21
are then grading you on. I assume not just content but
23:25
presentation and performance and so on.
23:29
Yeah performance. Presentation, the contents your
23:33
body language. Are you using any sort of
23:37
particular filler words? The arms?
23:39
As you know, things like that, those sort of filler words
23:44
definitely detractors as well. But also there are other
23:48
components as well. How engaged are you with the
23:50
audience? How much are you able to connect
23:53
with the audience? My particular competition that I
23:55
was in was humorous speech. And so it definitely came down
24:00
to, you know what? Making the crowd laughs was it a
24:03
funny way that you're delivering it and I think it's just a
24:07
really fantastic organization. That's really, really helped.
24:10
A lot of people be better speakers and the competition
24:13
part of it Ava competitive guy. I, I've definitely, I'm a nice
24:19
dude, but I really, really like competition.
24:21
And when it comes down to that competition and windows lights,
24:24
turn on and that camera turns on.
24:26
I just want to win and though, I worked really hard at this last
24:30
one and unfortunately, Only the results didn't speak for
24:32
themselves, but I am confident that with continued effort.
24:36
I will crush the next round. It's a very American ideal.
24:41
That second place isn't successful.
24:44
It's so funny. Oh, everyone in myself called my
24:48
wife, everyone, my boss. All of all of the people that I
24:51
care about. I think this is so cool.
24:53
Congratulations, and I'm just sitting here just be like, I'm
24:57
so frustrated. What can I do to be better?
25:00
How can I I've re-watched my speech it doesn't times they can
25:04
dang. I could have done better here or
25:05
could have done better there so it's it's yeah.
25:09
Very, very Americanized. Isn't it where s is is not okay,
25:14
I was an athlete which I'm using that term very Loosely as a kid
25:19
but I played Sports into college and after college and I had a
25:23
few knee injuries that ended my pretty proactive, you know, even
25:27
rec league is not something I do anymore it.
25:31
Was very difficult for me to deal with the loss of the
25:33
competitiveness. You know the loss of competing
25:36
in anything. And as an adult, I've tried to
25:41
find that in other places. I actually tried to find it in
25:43
sales at one point, you know, being commission-based sales.
25:46
I'm just trying to be the best at it and I think as an adult in
25:50
my I'm in my mid 40s, early 40s. Let's say I do think that that
25:56
is something that I struggle with.
25:58
I'm always trying to find a place to put that energy or that
26:00
part. Of me that gets amped up about
26:03
just competing with someone else but in a positive way and it's
26:07
interesting that you found that in a speaking engagement, you
26:10
know, I grew up thinking it's got to be physical but it really
26:13
reality is it's a mental competitiveness as mental.
26:16
It's not physical activity. Yeah, absolutely, I couldn't
26:19
agree more with that. Coffee is inherently impactful,
26:24
we talked on the show a lot about climate.
26:26
Change is impacting thing about growing and and all businesses
26:31
are inherently impactful. I mean, you know, Patagonia is
26:34
trying to slide on that line between we're doing good.
26:37
But we also know that our clothes cause an impact as a
26:40
company. How do you balance kind of that
26:42
the impact of what you do, you know, that you're selling a
26:45
product that people are going to use to at home to make coffee,
26:50
which is also Faithful, is that something you guys talked about
26:53
as a company and how do you address that with your product?
26:57
Yeah, absolutely sustainability is become such a major Focus
27:01
point over the past several years, but it really is
27:05
something that is rooted in our core as a company, and a core
27:09
Concept in our products as well. All of our products are made in
27:13
the Netherlands. They're handmade.
27:15
And they're backed by an industry leading five year
27:17
warranty. And then when it comes to the
27:19
actual Cotton, that they, Shipping there is minimal to no
27:23
Plastics. In fact there's just one plastic
27:25
bag that covers the actual glass container and their fortunately
27:29
that's got to be there based on on the good old US Government
27:32
laws. So there's no real way to scare
27:34
that one, but there's no styrofoam, there's no packing
27:36
peanuts. There's no clam shell or
27:38
anything like that. It's very minimal cardboard.
27:41
Abuse. And we're actually in the
27:43
conversations as well to figure out how we can come to market
27:47
with the potentially, a new box and have it.
27:50
With substantially less ink while still being able to
27:53
display the messaging that we wanted to have.
27:56
But ultimately, we want to reduce as much ink as possible
28:00
on our cartons. So that it's ultimately, a more
28:03
recyclable and sustainable products.
28:06
But when it comes to the actual product itself, as I mentioned,
28:10
when it comes down to that warranty, it's backed by that
28:13
five year warranty, and what that warranty entails is if
28:16
there's something that's wrong with it, when it comes on to
28:18
manufacture defects, we we have our Portland, Oregon repair base
28:22
team. We have wonderful customer
28:25
service team as well. We have consumers contact those
28:28
teams and say, Hey, you know, I just need to send it in for a
28:31
warranty repair, will send it in, get it all fixed up and
28:35
repaired under that warranty and shipped it back to them as well.
28:38
But even after that, five year warranty has expired.
28:42
We want this to be a coffee brewer.
28:45
That is with you or in your kitchen for 5, 10, 15, 20,
28:50
Excuse and we consistently fix bruise that are outside the
28:55
warranty whether it's 10, 15 year, old coffee, Brewers.
28:59
We definitely don't want it to be something that you are
29:02
purchasing and then throwing away every couple of years.
29:04
We want this to be a long lasting and sustainable peace
29:08
because a lot of hard work and effort went into creating this,
29:12
not only from the factory side but also all the way down
29:15
through the designing it and making sure that it is doing
29:18
exactly as it should be. And doing it in a sustainable
29:22
manner. Well, someone who has more than
29:25
one old water kettle that he's turned into a garden pot.
29:29
I appreciate the ability to repair things.
29:34
How are you engaging with customers?
29:35
You know, how do people find out about mocha master?
29:37
I found out about you because I was at a coffee focused Expo and
29:42
I had coffee roasters. Tell me about you prior to that
29:45
in general, besides obviously the millions of people listening
29:49
to this show, Just assume you know how are how are people
29:54
finding out about mocha Master? What separates you because it's
29:57
not like I can go to Walmart and see you on the Shelf next to a
29:59
mr. Coffee for example.
30:01
Yeah. And I think that really comes
30:03
down to the question that you asked earlier, is you who is it?
30:08
That's purchasing the product and it really is those pursue my
30:11
level consumers that want the best of the best products.
30:15
And sure those, those people still definitely shocked that at
30:18
the Walmarts of the world. But really, what have what comes
30:22
down to how we're exposing ourselves across the across?
30:26
The United States is, were sold in high-end retailers, like
30:31
William Sonoma, Crate & Barrel, Nordstrom Saks Fifth Avenue
30:35
crane, Barrel the list goes on, but we are in those locations.
30:39
And I think that there is a really interesting opportunity
30:42
for us to consistently be in those locations.
30:45
Because if you have a consumer that goes into those locations,
30:48
and is stumbling across the coffee, Action.
30:51
They in my mind are far enough down the sales funnel that
30:55
they're definitely interested in potentially converting.
30:58
It potentially purchasing a product and if they're not, then
31:00
definitely in the consideration phase.
31:02
So that gives us an opportunity to showcase our products on the
31:05
Shelf. But then we also do a lot of
31:08
advertising through social media.
31:10
We do the occasional exciting opportunity, there was a Brand's
31:16
called Supreme and we work with Supreme Lost Years.
31:20
Well and did a really exciting Global launch where we custom
31:24
branded several thousand mocha monsters with the Supreme low
31:27
going and that was a really really fantastic exciting
31:30
opportunity. And then we also work with the
31:33
the cooking Community as well. We actually did a custom branded
31:36
mocha monster with Andrew Ray, who is better known on YouTube
31:41
as binging with babish. And that was a really exciting
31:45
opportunity for us to get our name out there and really expand
31:49
ourselves into that. At home cooking category but our
31:52
marketing team has done a really fantastic job in developing our
31:56
story, our Brand Story and getting it out there in the
31:59
right way but also just the opportunity to consistently be
32:03
in the retailers that we view as the highest of the high, the
32:08
elites of the world. That's really where we want to
32:10
be as well. What did I miss today that I
32:14
should have asked about you or about mocha Master?
32:17
Is there anything that I didn't ask that you really wanted to
32:20
get out there? I think really the only thing
32:23
that I could think of is going to be that we launched a burr
32:26
grinder and that Burr grinder is actually first toe in the water
32:31
of the Burr grinder world. And we started that, let's see
32:35
that released on April 7th, April 6th.
32:38
So it's been almost two months now and the reviews have been
32:45
outstanding. It has been so exciting to see
32:48
how warmly accepted it has been into the coffee, roasting
32:53
Community, but also the home Community as well.
32:56
And we have been seeding it to several prominent Q graders
33:00
across the country and those Cube.
33:02
Raiders are coming out and saying, hey, you know, this is
33:04
pound for pound the best burger under out.
33:06
There, it also comes with all of our core tenants, so it's made
33:10
in our Factory. In the Netherlands is backed by
33:12
an industry, leading 5 year warranty five-year warranty on a
33:15
burr. Grinder is absolutely insane and
33:18
that just speaks to the overall care and dedication that all of
33:22
our products go through as they're being here, made
33:24
Netherlands, but it's just really exciting to come to the
33:27
market with a an exciting new product.
33:29
And it almost feels like a little bit of a continuation of
33:33
our product life cycles while so it's been really cool to see and
33:38
Morgan Masters slowly but surely coming.
33:40
Having the the brands that all you need is a smoker monster
33:44
products. You got moved from us to grinder
33:46
filters and of course, the mooc monster Brewing now.
33:48
So it's been really, really exciting Journey.
33:51
So that's really the only thing I think you missed that that, I
33:53
think you nailed it. I think you covered a lot.
33:57
Obviously, you know what, though, if I don't get a check
33:59
from Toastmasters in like the next couple weeks and oh yeah,
34:03
thanks to the plug. There's gonna be some problems.
34:08
Well maybe you'll get an extra point or two on the next
34:10
competition. Addition.
34:11
There we go. I'll take that to you.
34:15
We, we mentioned a couple times early on that when you were
34:18
younger. You were, you know, like
34:20
flavored coffee kind of guy when you go out to a local coffee
34:23
shop. Now, what is it that you order?
34:27
Depends. Sometimes it's a oat milk latte.
34:31
If I'm feeling a little bit, just wanting some sort of
34:35
sweetness and espresso but a lot of times I'll try to go there
34:38
and I'll try and figure out what is it that they have that is
34:42
more geared towards that specialty coffee.
34:45
So oftentimes I will get just a pour-over drip or any sort of
34:50
special origin coffee that they have up there.
34:54
It also kind of depends on the time of the year too.
34:57
So like right now, if I go to a coffee shop, I definitely will
35:00
gravitate towards a pour-over, where it has African origins,
35:05
and I would definitely do that over ice, but in the wintertime,
35:09
I gravitate towards more Central, American or more for
35:15
lack of better word, coffee, that tastes like coffee.
35:18
It's more of a, like, a hug more of a warm exposure, to the
35:23
coffee, whereas when I'm drinking, like an Ethiopian or
35:26
Yemen coffee. Of rice, it's bright, its
35:29
acidic. It's it's sort of exciting to be
35:31
around which summer is to me. And then in the winter time, I
35:34
want that sort of coziness and that that really nice hot cup of
35:38
coffee where I'm experiencing looks like chocolate or notes
35:41
like a dark fruit. The seasonal aspect of coffee is
35:46
something. I've only recently started
35:48
really exploring. I think it's kind of like
35:51
writing a story or a movie you later on.
35:54
People will talk about what the theme is and I'm this is an idea
35:57
I took from the director of the Thor movies recently when I'm
36:02
writing it, or when I'm planning for these shows, I'm not
36:04
thinking that far ahead. It's only in retrospect that I
36:07
realized that and I'm kind of like that with coffee right now.
36:09
What you just said we're I'm realizing oh there are times of
36:12
year where I appreciate this more.
36:14
And other times of the year, and I think I notice it mostly in
36:19
early spring logger, drinking versus fall Whiskey Drinking,
36:23
but that's just me. Yeah, well, I really appreciate
36:27
your time today. I think you're the first true
36:30
salesperson. You know, that wasn't like a
36:32
roaster doing their own sales that we've had on this show.
36:35
And I'm always appreciative of seeing other perspectives into
36:38
the industry. Thanks for spending some time
36:41
and sharing a little bit about you and what you do.
36:44
Yeah, thank you so much for having me.
36:46
I really do appreciate it. And for the, for the people that
36:49
are listening, if you have any questions or you want to learn
36:52
more about about, welcome us to, you know, check out our website,
36:55
check out our Instagram, you also give us a call.
36:58
We're here from 6 a.m. to 3 p.m. Pacific Standard, time every day
37:02
without customer service team, and they are always ready and
37:06
always happy to talk shop and talk.
37:08
Mocha master and talk about coffee as well.
37:11
So reach out to us we would love to hear from you.
37:14
We We also thank you as well for your business if you are.
37:18
Thank you very much. I really appreciate it.
37:27
Okay. Some key takeaways since 1968,
37:32
mocha Master Brewers and now Burr Grinders are made by hand
37:35
in the town of armor holdren which is in the Netherlands.
37:39
I hope I came even close to pronouncing that, right?
37:43
I listen to someone else. Say it on YouTube like 50 times
37:46
and every time I thought I heard something just a little bit
37:48
different will has been with the company since college and
37:52
believes. The product makes his job in
37:54
sales, easy every Brewer model produces the same.
37:57
Excellent quality of coffee, the differences come down to style
38:01
and capacity. A particular advantage to this
38:04
mocha Master is there are no pumps inside.
38:06
Ensuring the temperature of the water doesn't change between
38:09
Heating and being dispersed over your coffee.
38:11
Grinds, kind of like a percolator Boldly proclaim the
38:15
industries, entry into the fourth wave of coffee that
38:18
comment is directly inspired a question.
38:20
I'm going to ask Chris O'Brien of coffee cycle.
38:23
Roasting in an upcoming episode of the coffee smarter podcast.
38:27
The industry hasn't decided to agree on whether we're
38:30
transitioning into a fourth wave yet.
38:32
So I expect a spirited response as expected.
38:36
The pandemic, had some positive impacts on Mocha Masters sales,
38:39
it makes sense, we're all brewing a bowl of coffee at home
38:43
and going down. Down the rabbit hole all of our
38:45
hobbies in an attempt to stay sane, but we'll brought levity.
38:48
Did that positive impact by remembering and relaying, how he
38:52
had clients on the other side of the coin, who small Cafe
38:55
zoroaster, he's haven't made it through.
38:59
Will credits the patience of his leadership at MOCA Master for
39:02
being one reason. He's been able to succeed in the
39:05
industry and more recently Toastmasters for expanding his
39:09
Horizons and improving his public.
39:11
Speaking, this shows dirty little secret is that I edited
39:15
out a few awkward pauses or arms and eyes here.
39:18
And there it makes for a smoother.
39:20
Listen on your side with will. I did almost zero editing for
39:24
filler words. So, the Toastmasters training
39:27
must be working. I would like to point out that
39:30
speaking competitions aside, I love, filler words humans, use
39:34
them to indicate a break for Thought or to pause without
39:37
giving up the floor. They serve a purpose, although
39:40
maybe not in the presentation space.
39:42
Finally sustainability. Through durability is a quality
39:46
that has been lost. I'm still using power tools.
39:49
I inherited from my grandfather, even though the newer ones, I've
39:52
purchased have long since died. Mocha Master, is hoping your
39:56
coffee brewer and now grinder. Will last for the Long Haul and
40:01
they show that support by offering their long five-year
40:03
warranty and being willing to repair your machines if needed.
40:08
I want to thank will for spending some time with us today
40:11
and I look forward to joining him for a cup of coffee up in
40:13
Portland, sometime soon. Learn more about mocha Master at
40:18
us, dot mocha master.com, Before I get to our regular slate of
40:23
shout outs, I want to say thank you to the entire team at
40:26
Cardiff Animal Hospital in Southern California and to dr.
40:29
Elam in particular, our pup Quito, who is already made a few
40:33
appearances on this podcast. Took a tumble, and they not only
40:37
helped make sure he got the care he needed.
40:39
They took care of his humans to. We are incredibly grateful for
40:43
their efforts this past week, and if you are looking for a vet
40:46
clinic in Southern California, you won't find one better Quito
40:50
is on the mend. And To make a full recovery
40:52
although not playing with the squeaker ball for a month is
40:56
going to be pretty rough on his and my mental health.
41:00
Thank you for listening to the stories of coffee people.
41:02
And for letting yourself be inspired by their
41:04
entrepreneurial efforts or at least a cup of coffee.
41:07
You were drinking while listening also for supporting
41:10
this podcast by listening sharing and sometimes choosing
41:13
the paid newsletter option on roast westcoast.com.
41:17
In addition to this podcasts presenting sponsor roast our
41:20
coffee packaging, found it roast are.com.
41:24
This podcast is supported by some great coffee industry
41:27
partners. Including coffee cycle, roasting
41:31
ignite, Coffee Company, Maria coffee, Cape Horn coffee,
41:34
importers zoom bar, coffee and tea Ascend Coffee Roasters, most
41:38
your coffee company, steady-state coffee, roasting,
41:42
San Franciscan roaster company, Crossings coffee, acento coffee
41:46
roasters, Camp Coffee Company, Hosea, coffee source, and first
41:51
light whiskey. I've been drinking whiskey on
41:53
the Rocks, topped with first light whiskey while sitting with
41:56
the dog on the couch all weekend.
41:58
Coffee people will be back next week, with a really great
42:02
interview with coffee roaster. And the co-founder of drink
42:05
coffee. Do stuff, Nick, viscosity DC.
42:08
Diaz is a roasting and brand Empire based in the South Lake
42:11
Tahoe area of California. I'll see you there.
42:15
This coffee, people podcast is part of the roast West Coast
42:18
Coffee Network. This episode is, was has been
42:21
written produced and recorded by me Ryan wolfed.
42:25
I hope this episode is, found you happy healthy and with that.
42:28
Least of thread of sanity left enabling you to make it through
42:31
the day, always tip your Baristas and be sure to drink.
42:35
Good coffee. Least of thread of sanity left
42:30
enabling you to make it through the day, always tip your
42:33
Baristas and be sure to drink. Good coffee.