Keys To The Shop : Equipping Coffee Shop Leaders

• Special! Interviews From Coffee Fest Orlando 2025! w/ Claudio Martinez (Golden Bush Coffee), Vanessa Jaramillo (Florida Coffee Culture), Maria Esther Thome-Lopez (Coffee Flock), and Katherine Morris (Cherry Coffee Shop)

  Time for our last installment of live interviews from Coffee Fest 2025. This time from Orlando, FL USA! We are talking with four awesome professionals about everything from training and tasting, Florida coffee culture and barista work - to career dreams coming true through hard work and faith, and empowering your baristas with distributed management!  First we are talking with Claudio Martinez! For Claudio, coffee has never been just a drink, it is part of his soul, rooted in his family's 70-year heritage in Honduras. That connection was reignited in Thessaloniki, Greece, where, under the mentorship of Tony Sebastian of I Heart Coffee Roasters, he embraced the beauty, tradition, and community that coffee represents. His first hands-on experience came in a small drive-through coffee shop in Ellendale, North Dakota, owned by a close friend. As a young barista, Claudio discovered the joy of serving others one cup at a time. That spark guided him forward, leading to opportunities with global icons such as Lavazza, where he worked as a trainer and educator, and later with List + Beisler, where he shared exceptional coffees as a green trader with roasters across the country. Each step nurtured his gratitude and reinforced his belief in coffee as a bridge between cultures and communities. Today, as the driving force behind Golden Bush Coffee, Claudio channels that lifelong passion into supporting food and beverage communities throughout Florida and beyond. His mission is grounded in humility and purpose, guided by the belief that coffee is never just about what's in the cup—it is about people, stories, and the connections it creates. Links:  https://goldenbushcoffee.com/ https://www.instagram.com/goldenbushcoffee/   Next up we feature Vanessa Jaramillo! Vanessa Jaramillo is the Regional Events & Operations Coordinator for Florida Coffee Culture, where she helps connect and celebrate the people behind Florida's growing specialty coffee scene. As a Colombian-American, Vanessa's connection to coffee began long before she became a barista — she visited origin before ever working behind a bar. After discovering specialty coffee in Australia during her gap year, she returned to Florida with a deep passion for community and storytelling. With three years in the coffee industry, Vanessa has immersed herself in every part of the craft — from cuppings and throwdowns to competitions and community events. She's driven by the belief that coffee is a universal connector that brings people together from all walks of life. Links: https://www.flcoffeeculture.com/ https://www.instagram.com/floridacoffeeculture/ We then turn to chat with Maria Esther Lopez Thome! María Esther is the Co-Founder and Co-Creator of Coffea School, a Coffee & Tea Training Center located in Miami Gardens, Florida. Lawyer, with Master in Tax and Administrative Law. Q-Instructor. SCA Authorized Trainer in the entire Coffee Skills Program, from seed to cup. SCA-ReCo Fellow. SCA Technical Standard Committee Fellow, 2016-2018. CQI Q-Processing Professional. CQI Quality Evaluation and Post-Harvest Processing Assistant Instructor. CVA Program Trainer. Has traveled the world teaching about coffee: Venezuela, Peru, Ecuador, Colombia, Brazil, Argentina, Uruguay, Chile, Ethiopia, United States. Passionate about coffee and the incredible relationships that growth in within. A sustainability believer, always willing to learn more.  Links: https://coffeaschool.com/ https://www.instagram.com/coffeacompany/?hl=en Finally we round off the episode with a wonderful conversation with Katherine Morris! Katherine Morris is the Owner and CFO of Cherry Coffee Company in Fort Worth, Texas, which includes Cherry Coffee Shop, a values-driven neighborhood café, and Novel Coffee Roasters, a specialty roastery with a focus on intentional sourcing and private-label partnerships. With over 18 years of experience across finance, nonprofit, and hospitality, Katherine blends operational know-how with a people-first approach to leadership. At Cherry, she introduced a shared management model that empowers baristas to lead key areas of the business — from coffee development to inventory — helping create a resilient, collaborative team culture. Links:  https://cherry-coffee.com/ https://www.instagram.com/cherrycoffeefw/?hl=en     Click here to register for our new webinar!  "The Keys to the Shop: Principles for Cafe Success"       KEYS TO THE SHOP ALSO OFFERS 1:1 CONSULTING AND COACHING! If you are a cafe owner and want to work one on one with me to bring your shop to its next level and help bring you joy and freedom in the process then email  [email protected] or book a free call now:  https://calendly.com/chrisdeferio/30min    CHECK OUT FUTURE COFFEE FEST SHOWS! WWW.COFFEEFEST.COM    

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• 571: Worrying and Other Deceptive Replacements for Good Leadership

  In my live workshops with owners and teams, coaching calls with clients, and even in interviews here on the show run into many go-to habits that are replacements for healthy leadership. Today we are going to be discussing a few of these mindsets and habits that can easily be a sort of counterfeit for the real deal. The real nefarious thing about each of theses habits is the confirmation bias that makes them habits in the first place. It is my hope that, if you are practicing these things , you get to step away and see clearly the pattern and replace them with the genuine article.  We cover: Worry Doubt Toxic grace People pleasing Indecision Rushing Dictating Related episodes: Encore Episode : 6 Truths about Power Empowering Staff to make the right Call 074 : The Life Changing Power of Good Authority w/ Jonathan Raymond Toxic Vulnerability : Barista care, leadership, vulnerability, thoughtful management, coffee culture, coffee family , professionalism When Patience is not a Virtue Why You Need to Back up Your Policies 184 : Making Great Business Decisions w/ Dave Stachowiak     Click here to register for our new webinar!  "The Keys to the Shop: Principles for Cafe Success"     KEYS TO THE SHOP ALSO OFFERS 1:1 CONSULTING AND COACHING! If you are a cafe owner and want to work one on one with me to bring your shop to its next level and help bring you joy and freedom in the process then email  [email protected] or book a free call now:  https://calendly.com/chrisdeferio/30min  SPONSORS Want a beautiful coffee shop? All your hard surface, stone, Tile and brick needs!  www.arto.com Visit @artobrick The world loves plant based beverages and baristas love the Barista Series!  www.pacificfoodservice.com        

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• SHIFT BREAK! How Does Your Staff Know They Are Doing a Good Job?

  In our world of coffee shops we feel if we can get through the day without too many disasters or fires that we are doing well. The people we put into various roles adopt a similar mindset of avoidance of bad is equal to accomplishing good. but when you reflect back on your day and even career, when you have this mindset you are left with a bag full of air. No substance to show you did a good job because none of us were identifying and work toward specifics, we were working to avoid problems and accept vague generalities. Today on shift break we will be talking about how to set up yourself, and everyone else for success by defining the work and what a good job looks like so we can have sustainable work that fills us with the evidence of a good job, not just a bad job avoided.  Related Episodes:  172 : Why Tracking Performance is a Must! 489: Tips for Creating a Resilient Cafe SHIFT BREAK: How to Assess a Barista's Performance The One-on-One : How one meeting can dramatically impact your coffee shop's culture and morale. 244 : Top 10 Ways to Lose Employees   CONSULTING + COACHING If you are a cafe owner and want to work one on one with me to bring your shop to its next level and help bring you joy and freedom in the process then email  [email protected] of book a free call now:  https://calendly.com/chrisdeferio/30min    Thank you to out sponsors! Everything you need for back of the house operations https://rattleware.qualitybystainless.com/   The best and most revered espresso machines on the planet: www.lamarzoccousa.com    

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• 570: Myths Baristas Believe Part 1

  At this show we believe that the onus for setting people up for success and being the chief servant of those above them is squarely on the leader or owner of the cafe. they have more power, say, and responsibility. With that said we must not pretend that they are the only ones who have power, authority, influence or responsibility. Baristas also have these things and how well they do in their career or how good they feel about the work they do is in no small part based on stewarding the things they have taken on when choosing to represent the coffee, the company, and the well being of their co-workers and guest. How well a barista does here can determine what future leadership in cafes looks like. But there are some beliefs we need to address. Today on the show we venture into the world of myths that baristas believe and breakdown the nuances surrounding many assumptions that take root that are not always so helpful in producing the kind of positive change we want to see advanced in coffee. We cover: The owner is probably exploiting you The cafe is where I get to express myself I don't owe anyone my emotional labor Customers are the worst educating myself in coffee and success in competitors means I am a good barista This is my bar Related episodes: Baristas Are Not Magic 561: How to Motivate Baristas SHIFT BREAK! How Not To Be a Jerk When Training Baristas SHIFT BREAK: Evil Owners and Lazy Baristas The Barista Slump : Thoughts on how to deal with times of love-loss, uncertainty, hardship, and weariness in your coffee career 031 : Essential Advice for New Baristas : Tips to help you successfully navigate and thrive in your new coffee career Reasonable Expectations 014 : A Barista's Guide to Advancing: How to take full advantage of where you are and set yourself up for success in coffee   KEYS TO THE SHOP ALSO OFFERS 1:1 CONSULTING AND COACHING! If you are a cafe owner and want to work one on one with me to bring your shop to its next level and help bring you joy and freedom in the process then email  [email protected] of book a free call now:  https://calendly.com/chrisdeferio/30min    SPONSORS Want a beautiful coffee shop? All your hard surface, stone, Tile and brick needs!  www.arto.com Visit @artobrick The world loves plant based beverages and baristas love the Barista Series!  www.pacificfoodservice.com        

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• RoR #39: Making Big Impact with Small Batch Roasting w/ Adrian Seligman Founder of Scandinavian Alps Coffee Roasters!

  Being a small roastery is beautiful thing. Agility, lower waste, and a different flavor intentionality and flexibility offer many advantages that can aid in building an engaged community around your coffee. Today on Rate of Rise, brought to you by our friends at Mill City Roasters, we will be talking with Adrian Seligman whose small batch roastery, Scandinavian Alps Coffee Roasters, has exemplified these traits with a community of customers who have joined him in his coffee journey.  Adrian Seligman is the founder of Scandinavian Alps Coffee Roasters, an independent specialty coffee roastery based in Hemsedal, Norway. Blending his passion for the mountains with a dedication to precision and storytelling, Adrian has built a small-batch roasting company known for its clean, expressive Nordic-style coffees, fun easy going blends, and creative collaborations with brands like Salomon and Blundstone. His roasting philosophy centers on clarity, terroir, and craftsmanship — treating each batch as a reflection of both nature and discipline. Through Scandinavian Alps Coffee Roasters, Adrian continues to champion quality, consistency, and community from the heart of the Norwegian Alps. We will discuss:  Adrian's journey from ski instruction to coffee roaster Limitations due to the size of available spaces. The power of local community  Why entrepreneurship in remote areas requires creativity The intersection of tradition and modern business. Shifting styles of roasting from feedback  The advantages of small operations     Related Episodes: RoR Live! #9 : Roasting Innovation and Consistency w/ Scott Rao RoR#38 : A Better Way to Think About Roasting Dark, w Erik Johnson of Thinkwell Coffee RoR #35: The Core 7 : Practical Disciplines for a Successful Roastery w/ Luke Waite | Pomelo Coffee Consulting   Our Sponsor for Rate of Rise! www.millcityroasters.com

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