In the 90′s, Andrew Hetzel started a retail marketing and training service company in Ann Arbor, Michigan. His first company grew under his leadership to serve clients including: 3M, Aveda, Burger King, Brinker International, Calvin Klein, Hard Rock Cafes and Hotels, Hugo Boss, P&G, Skechers USA and Sears.
Selling that first venture, Andrew relocated to Los Angeles in 2001 and formed CafeMakers to pursue a lifelong personal interest in coffee. He quickly demonstrated proficiency as a business consultant and marketer, later developing a solid industry reputation as a coffee buyer and skills trainer.
Andrew has since advised a diverse range of specialty coffee clientele in North America and fast emerging consumer markets of Asia, Eastern Europe and the Middle East. In recent years, he headed branding and quality improvement initiatives for coffee growers in the Arabian Peninsula, Brazil, East Africa and India.
Mr. Hetzel is a member of the Specialty Coffee Association of America Board of Directors 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 national-level coffee championships in the USA, India, Russia, Sweden, Singapore, UAE and Brazil, where he participated as a member of the 2010 Cup of Excellence Jury. In 2013, he was head judge of the annual Taste of Harvest competition in Uganda.
Mr. Hetzel has been quoted in press coverage by international business and consumer 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 as a coffee taster and buyer.
In 2005 he relocated to the Island of Hawaii, which is his home base for consulting and training operations worldwide.