Andrew Hetzel

Andrew Hetzel

Coffee Expert

Andrew Hetzel is a coffee industry expert with two decades of experience in more than fifty countries. He advises government and private industry stakeholders to increase coffee value and productivity with market intelligence, improved practices, enabling environments, intellectual property, and market access.

Mr. Hetzel has been a key expert for coffee agriculture marketing and economic development projects funded by the Asian Development Bank in Timor-Leste, Australia’s Department of Foreign Affairs and Trade in Papua New Guinea, UK Department for Internaional Development and European Commission in East Africa, USAID in Myanmar and Yemen. In the private sector, he provides market analyses and other coffee expert services for consumer coffee brands, coffee trade groups, coffee traders, and private equity investment firms worldwide.

From 2013 to 2020, Mr. Hetzel was a director of the nonprofit Specialty Coffee Association (SCA), the world’s largest coffee trade association. From 2008 to 2013 he was a board member of SCA’s World Barista Championship organization. From 2012-2016, he was one of the first instructors and a content developer for the Coffee Quality Institute’s Q Arabica and Robusta (Q Grader) coffee taster certificate program. Prior to joining the coffee industry, Mr. Hetzel founded and sold a technology company that pioneered retail audiovisual advertising in the 1990s.

As a visible coffee expert, he is quoted by trade publications and consumer media outlets on coffee issues, including: the Associated Press, CNN, MSNBC, New York Times, Reuters, Time Magazine, and Wall Street Journal.

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With help from other smart people

We collaborate with other coffee experts when advising on projects that need specialists in other disciplines, like facilities engineering, science or chemistry, agronomy, processing, coffee roasting, environmental or social certifications, and finance.