Andrew Hetzel is a coffee market strategist and independent advisor to investors, global brands, and institutions. For more than two decades, across fifty-plus producing and consuming countries, he has helped clients make high-stakes decisions with confidence by sizing markets, developing positioning stragies, evaluating opportunities and acquisition targets, and testing the commercial and supply-side assumptions behind an investment or market entry.

His practice centers on market analysis and entry strategy, competitive and category intelligence, commercial and technical due diligence, and independent expert testimony, for clients across North America, Europe, Asia, Australasia, and the Middle East and North Africa. A working command of green coffee sourcing, quality, and supply chains, including in Arabica, Robusta, and Liberica species coffee, lets him weigh quality, cost, and risk the way a buyer or investor must, rather than in the abstract.

Mr. Hetzel served on the board of directors of the Specialty Coffee Association (SCA), the industry’s largest trade association, from 2013 to 2020, and with its World Barista Championship organization from 2008 to 2013. He was among the founding instructors (2012–2016) of the Coffee Quality Institute‘s Q Grader program — the coffee industry’s equivalent of the master sommelier credential, rtraining coffee quality professionals worldwide.

On the producing-country side, he has advised governments, development banks, and producer cooperatives in major origins on agricultural practice, post-harvest processing, quality standards, and export-market access giving him firsthand, diligence-grade knowledge of supply conditions across Asia-Pacific, Africa, and Latin America. He works with clients worldwide, primarily remotely.

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