In the 90′s, Andrew Hetzel started a retail marketing and training service company in Ann Arbor, Michigan. Videotronic grew under his leadership to serve clients including: 3M, Aveda, Burger King, Brinker International, Calvin Klein, Hard Rock Cafes, Hugo Boss, P&G, Skechers USA and Sears.
After selling the venture, Andrew relocated to Los Angeles in and formed his consultancy, CafeMakers, to pursue a lifelong personal interest in coffee. He first demonstrated proficiency as a marketer and trainer, later developing a solid industry reputation as a coffee quality consultant. Andrew has since advised a diverse range of specialty coffee clientele in 35 countries, including North America and emerging consumer markets of Asia, Eastern Europe and the Middle East. He has most recently headed quality improvement and marketing initiatives for coffee growers in Brazil, India, East Africa and the Arabian Peninsula.
Mr. Hetzel is a Specialty Coffee Association of America Board Member and Chairman of SCAA’s Professional Development and Global Education Committees, as well as a Q Arabica and Q Robusta Instructor for the Coffee Quality Institute. From 2008-2012, Andrew was a member of the Board of Advisors for World Coffee Events Ltd., which operates the World Barista Championship in more than 60 countries.
In recent years, he has judged numerous competitive events, including championships in the USA, India, Russia, Sweden, Singapore, UAE and Brazil, where he participated on the ’10 and ’14 Cup of Excellence Juries. In 2013, he was a head judge of the African Taste of Harvest competition in Uganda.
Mr. Hetzel is a visible industry figure and has been quoted in press coverage by media, including Time Magazine, CNN, the Associated Press, the New York Times, MSNBC, BusinessWeek, Fortune Magazine and was featured by the James Beard Foundation for his work.
In 2005, he relocated to the Island of Hawaii, which is his home base for consulting and training operations worldwide.