About

Andrew Hetzel

Andrew Hetzel

Andrew Hetzel is a coffee industry specialist who advises coffee producers and buyers on strategic business matters, coffee trade marketing and quality assurance. As both a Q Arabica and Robusta instructor, he leads training courses for the Coffee Quality Institute (CQI) and private businesses worldwide. Mr. Hetzel is a board member of the Specialty Coffee Association of America (SCAA) and visible figure in the industry with considerable trade media experience.

In the 1990’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 and value chain 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.

He has judged numerous competitive events, including championships in the USA, India, Russia, Sweden, Singapore, UAE and Brazil, where he participated on the 2010 and 2014 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, Wall Street Journal, 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.