Seed to Cup



Roasting coffee is often either oversimplified or abused, as some kind of marketing ploy. We don’t believe there’s anything our San Franciscan Model SF-25 roaster can add to the green coffees we source. But roasting is simultaneously not for the uninitiated.

Paul Haworth, Director of Coffee Production at Cartel, has over a decade of professional roasting experience and works tirelessly to customize the roast profiles of each coffee we buy, using 400-plus degrees of heat in order to peel back layers and reveal its innate flavors, caramelizing its underlying sugars and developing its more hidden notes.

After initial cuppings, we quality control our roast profiles through a system of checks and balances, sending sample roasts to each of our six Arizona stores in order to field feedback.


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