S8: E3
Guests: Will Etherington, Technivorm-Moccamaster, US
Role: Sales Director
From: Portland, OR
Online: www.us.moccamaster.com • @moccamasterusa on Instagram
What he drinks: Right now, an Oat Milk Latte or what the shop specialty is, but it changes with the season
KEY TAKEAWAYS
Since 1968, Moccamaster brewers, and now burr grinders, have been made by hand in Amerongen, The Netherlands. The town's name is not pronounced the way it is spelled.
Will has been with the company since college. As someone who has had numerous careers, employers, and hustles, that is insane and impressive. Part of his longevity may be due to the belief that the product's quality makes his job in sales easy. According to Will, every brewer model produces the same excellent quality coffee. The differences come down to style and capacity.
The brewer has a unique aesthetic. So much so that the Museum of Modern Art features it in their NYC Design Store.
Photo credit: @moccamaster.usa on Facebook. A particular advantage to this brewer is that there are no pumps inside, ensuring the temperature of the water doesn’t change between heating and being dispersed over your coffee grinds.
Moccamaster has a new coffee grinder. The KM5 is their first foray into the grinder space.
The new KM5 grinder. Photo credit: https://us.moccamaster.com. During the pod, Will boldly proclaimed the industry’s entry into the 4th wave of coffee. That comment has directly inspired a question I’m going to ask Chris O’Brien of Coffee Cycle Roasting in an upcoming episode of the Coffee Smarter podcast. The industry hasn’t decided to agree on whether we’re transitioning into a fourth wave yet, so I expect a spirited response.
The pandemic had some positive impacts on Moccamaster’s sales. It makes sense. We were all brewing a boatload of coffee at home and going down rabbit hole after rabbit in an attempt to stay sane. Will brought levity to that positive impact by remembering and relaying how he had clients on the other side of the coin whose small cafes or roasters haven’t made it through.
Toastmasters is an international speaking and mentorship organization. Will credits it with helping him improve his public speaking, raise his confidence levels, and enable him to embrace his competitive nature.
Filler words serve a purpose!
• Sustainability through durability is a quality I often fear has been lost. I’m still using power tools I inherited from my grandfather, even though the newer ones I’ve purchased have long since died. Moccamaster is hoping your coffee brewer will last for the long haul. They show that support by offering a 5-year warranty for new brewers and repair services.
Portland, Oregon is a great coffee town.
COFFEE BUDDY
Every morning I enjoy a cup of coffee. For the last few months, I’ve always had a companion. My wife and I adopted Quito earlier this year from the San Diego Humane Society (Escondido). He’s become, my coffee buddy. Whether it is on the couch or the back patio, or at one of the numerous coffee shops nearby, he is always with me. He’s already considered a welcome regular at some of our regular haunts.
Last weekend, we were planning on taking a cross-country road trip to visit family, friends, and new coffee shops. At a last puppy playdate with Quito’s best friends (shout out Moxie, Junie, and Bandito), he took a tumble and fractured his jaw.
Long story short, our coffee adventure was delayed, and we spent a long weekend worrying about our pup. Today, Quito is feeling much better, thanks to the team at Cardiff Animal Hospital and Pacific Coast Dental Veterinary. Everyone on the CAH team not only took care of Quito but his humans too. I can’t speak more highly of the service, support, and extra effort they put forth.
The experience gave me a new perspective on the coffee shop visits my wife, myself, and Quito enjoy. I’m looking forward to renewing our efforts to explore the world of coffee together soon.
Do you have a Coffee Buddy—human or animal? Snap a photo and tag @roastwestcoast on Instagram. #coffeebuddy
R!WC INDUSTRY PARTNERS
Have you seen the recently opened expansion at Steady State Roasting in Carlsbad, California? If not, hop on the bike or get in the car. It’s worth the trip for a coffee and a hang.
A huge, on-going thank you to this show’s industry partners. Click these links!
Roastar • Zumbar Coffee & Tea • First Light Coffee Whiskey • Steady State Roasting • Mostra Coffee • Coffee Cycle • Camp Coffee Company • Ignite Coffee Company • Ascend Coffee Roasters • Marea Coffee • Cape Horn Coffee Roasters • Hacea Coffee Source • Crossings Coffee • Acento Coffee Roasters
Coffee People: Will Etherington