From spitting out his first coffee to becoming the 2007 World Barista Champion, James Hoffmann's journey is a remarkable tale of passion and innovation in the specialty coffee industry. Hoffmann co-founded Square Mile Coffee Roasters in London, bringing specialty Arabica coffee to the UK market and setting a benchmark for quality and traceability globally. His YouTube channel, with over two million subscribers, offers a trove of knowledge on making exceptional coffee at home, demonstrating that great coffee doesn't have to be expensive. As the author of The World Atlas of Coffee and a new manual on home brewing, Hoffmann has solidified his position as a leading voice in the coffee community. Despite the challenges of competing with commercial coffee and the potential luxury status of good coffee, Hoffmann remains optimistic about the evolving consumer tastes and the rise of iced coffee as a popular choice.
Enjoying the read? Subscribe for free to one of the fastest-growing newsletters and get weekly coffee news (TL;DR updates) delivered right to your inbox.