{"id":120345,"date":"2025-08-07T12:05:18","date_gmt":"2025-08-07T11:05:18","guid":{"rendered":"https:\/\/perfectdailygrind.com\/?p=120345"},"modified":"2025-08-07T12:24:19","modified_gmt":"2025-08-07T11:24:19","slug":"why-you-shouldnt-open-passion-project-roastery-in-2025","status":"publish","type":"post","link":"https:\/\/perfectdailygrind.com\/2025\/08\/why-you-shouldnt-open-passion-project-roastery-in-2025\/","title":{"rendered":"Why now isn\u2019t a good time to open a roastery as a passion project"},"content":{"rendered":"\n<ul class=\"wp-block-list\">\n<li>Many people dream of opening a coffee shop or roastery, but the romanticism quickly fades when reality sets in.<\/li>\n\n\n\n<li>The Specialty Coffee Association estimates that opening a roastery requires roughly US $120,000 in startup capital.<\/li>\n\n\n\n<li>In 2025, roasters are under more financial pressure than ever, as green coffee costs remain high.<\/li>\n\n\n\n<li>Passion helped build the specialty coffee industry, but a roastery can\u2019t survive on it alone in today\u2019s challenging economic climate.<\/li>\n<\/ul>\n\n\n\n<p>The romantic notion of opening a \u201cpassion-project\u201d roastery appeals to many people, both in and outside of the coffee industry. From experiencing the aroma of freshly roasted beans every day to being your own boss, there are many idyllic aspects to running a small roastery.<\/p>\n\n\n\n<p>The reality, however, is more sobering. Fierce competition, high start-up costs, and complex regulations are just some of the hurdles that new business owners will face.<\/p>\n\n\n\n<p>This year is also posing unfamiliar challenges. In February, green coffee prices reached an all-time high of US $4.41\/lb, and have remained around US $3\/lb ever since. On top of rising operating costs, increasing interest rates, and staggering import tariffs, this means roasters are under more financial pressure than ever.<\/p>\n\n\n\n<p>Marius Nica of <a href=\"https:\/\/olivocoffeeculture.com\/en\" target=\"_blank\" rel=\"noreferrer noopener\">Olivo Coffee Culture<\/a> shares his insight into why now isn\u2019t a good time to open a passion-driven roastery.<\/p>\n\n\n\n<p><strong><em>You may also like <\/em><\/strong><a href=\"https:\/\/perfectdailygrind.com\/2025\/06\/coffee-roasters-sacrifice-margins-increase-prices\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>our article on whether roasters should sacrifice margins or raise prices<\/em><\/strong><\/a><strong><em>.<\/em><\/strong><\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Woman-loads-roasted-coffee-beans-into-a-sorting-machine.webp\" alt=\"Woman loads roasted coffee beans into a sorting machine.\" class=\"wp-image-120348 lazyload\"\/><noscript><img decoding=\"async\" width=\"1000\" height=\"750\" src=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Woman-loads-roasted-coffee-beans-into-a-sorting-machine.webp\" alt=\"Woman loads roasted coffee beans into a sorting machine.\" class=\"wp-image-120348 lazyload\" srcset=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Woman-loads-roasted-coffee-beans-into-a-sorting-machine.webp 1000w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Woman-loads-roasted-coffee-beans-into-a-sorting-machine-300x225.webp 300w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Woman-loads-roasted-coffee-beans-into-a-sorting-machine-150x113.webp 150w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Woman-loads-roasted-coffee-beans-into-a-sorting-machine-768x576.webp 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/noscript><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-passion-helped-build-specialty-coffee-but-it-s-now-not-enough\"><strong>Passion helped build specialty coffee, but it\u2019s now not enough<\/strong><\/h2>\n\n\n\n<p>Third wave and specialty coffee culture were built on the desire to \u201cdo things differently\u201d.<\/p>\n\n\n\n<p>Many third wave roasteries began as start-ups or passion projects, led by hopeful entrepreneurs wanting to change the coffee industry for the better. Passionate and aspirational caf\u00e9 and roastery operators built their brands on craftsmanship, artisanry, quality, and transparency. They advocated for fairer prices for higher-quality coffee and a culinary appreciation of coffee akin to wine and craft beer.<\/p>\n\n\n\n<p>Countering the convenience and \u201csoullessness\u201d of larger chains, third wave coffee shops also offered spaces for consumers to connect with coffee in new ways, creating a sense of community that helped these businesses thrive.<\/p>\n\n\n\n<p>In the earlier days of specialty coffee, millennials considered themselves \u201ccool\u201d for drinking pour over coffee \u2013 black, of course \u2013 and appreciating its nuanced flavour notes. The passion for excellent coffee was shared between business owners and customers, <a href=\"https:\/\/perfectdailygrind.com\/2024\/04\/coffee-prosumer-brewing-at-home-equipment\/\" target=\"_blank\" rel=\"noreferrer noopener\">especially as the prosumer market proliferated and diversified<\/a>.<\/p>\n\n\n\n<p>As more coffee enthusiasts invested in high-end home espresso machines, premium grinders and manual brewers, and even sample roasters, the idea of starting their own passion-driven coffee shop or roastery became more appealing \u2013 and even feasible. Tasting great results at home, many budding home baristas and roasters honed their skills and fuelled their passion for coffee in the hopes of one day running their own business.<\/p>\n\n\n\n<p>This sentiment still persists, as seen on forums like <a href=\"https:\/\/www.reddit.com\/r\/roasting\/comments\/1icozju\/coffee_roasting_start_up_costs_and_advice\/\" target=\"_blank\" rel=\"noreferrer noopener\">Reddit, where people express interest in starting a small roasting set-up as a side hustle<\/a>. The romantic idea of opening a roastery still appeals to many people, but the current challenges of the coffee industry expose the reality.<\/p>\n\n\n\n<p>\u201cPassion is the spark. It gets you in the game, but it won\u2019t pay rent, cover green coffee costs, or fix a faulty roaster,\u201d says <a href=\"https:\/\/www.instagram.com\/mariuuusnica\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marius Nica<\/a>, the CEO and founder of <a href=\"https:\/\/www.instagram.com\/olivocoffeeculture\/\" target=\"_blank\" rel=\"noreferrer noopener\">Olivo Coffee Culture<\/a>, the first specialty coffee roaster in Transylvania, Romania.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Why 2025 has been a challenging year for specialty coffee<\/strong><\/h3>\n\n\n\n<p>Despite its young age, the specialty coffee industry has grown at a remarkable rate. <a href=\"https:\/\/www.ncausa.org\/Newsroom\/Specialty-coffee-consumption-hits-14-year-high\" target=\"_blank\" rel=\"noreferrer noopener\">Specialty coffee consumption recently reached a 14-year high in the US<\/a>, signalling further maturation of one of the world\u2019s biggest markets for specialty coffee.<\/p>\n\n\n\n<p>Although growth has been consistent, <a href=\"https:\/\/intelligence.coffee\/2025\/06\/2025-tough-year-for-specialty-coffee\/\" target=\"_blank\" rel=\"noreferrer noopener\">the coffee industry has faced a number of unprecedented challenges this year<\/a>.\u00a0<\/p>\n\n\n\n<p>Green coffee prices hit a record US $4.41\/lb in early February and have remained volatile ever since, forcing roasters to rethink their sourcing strategies and product offerings to better manage already tight margins. Operational costs \u2013 from milk to packaging to labour to rent \u2013 have all increased, while banks have become stricter with loan agreements, which roasters need to cover the costs of large green coffee and equipment purchases.<\/p>\n\n\n\n<p>\u201cEverything costs more in 2025: logistics, green coffee, energy. The volatility of green coffee prices and supply chain logistics has never been seen before,\u201d Marius says.<\/p>\n\n\n\n<p>Sweeping US tariffs are a case in point. President Donald Trump recently hit Brazil \u2013 the world\u2019s biggest coffee grower \u2013 with staggering 50% import levies, <a href=\"https:\/\/www.reuters.com\/business\/autos-transportation\/trumps-50-brazil-coffee-tariff-expected-rejig-trade-send-more-beans-china-2025-08-01\/\" target=\"_blank\" rel=\"noreferrer noopener\">effectively reshaping global coffee trade as exporters and roasters do all they can to avoid such hefty fees<\/a>.<\/p>\n\n\n\n<p>\u201cOn top of this, consumers are more value-conscious,\u201d Marius adds. \u201cRomania is now an EU Schengen country, so consumers have easier access to roasters from across the EU. They can buy roasted beans at better prices with no transport fees in some cases, so suddenly, you have competition from all over Europe.\u201d<\/p>\n\n\n\n<p>Even <a href=\"https:\/\/intelligence.coffee\/2025\/08\/coca-colas-rethink-shows-new-reality\/\" target=\"_blank\" rel=\"noreferrer noopener\">\u201cbig coffee\u201d is under threat<\/a>. Coca-Cola is \u201crethinking\u201d its US $5.1bn investment in Costa as sales continue to decline, demonstrating the scale of financial pressure that the coffee industry is now under.<\/p>\n\n\n\n<p>\u201cPassion was key in Romania 11 to 13 years ago when the specialty coffee scene first emerged. But passion without a business plan, without understanding cash flow, logistics, green coffee sourcing, and customer acquisition, is now not enough,\u201d Marius says. \u201cThe specialty coffee industry today is very different; it runs on margins, consistency, and trust.&nbsp;<\/p>\n\n\n\n<p>\u201cIf you open a roastery purely on passion, without solid financial planning, operational skills, or market understanding, you\u2019re risking a lot.\u201d<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Man-uses-refurbished-Probat-at-Bonanza-Coffee.webp\" alt=\"Man uses refurbished Probat at Bonanza Coffee.\" class=\"wp-image-120347 lazyload\"\/><noscript><img decoding=\"async\" width=\"1000\" height=\"750\" src=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Man-uses-refurbished-Probat-at-Bonanza-Coffee.webp\" alt=\"Man uses refurbished Probat at Bonanza Coffee.\" class=\"wp-image-120347 lazyload\" srcset=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Man-uses-refurbished-Probat-at-Bonanza-Coffee.webp 1000w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Man-uses-refurbished-Probat-at-Bonanza-Coffee-300x225.webp 300w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Man-uses-refurbished-Probat-at-Bonanza-Coffee-150x113.webp 150w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Man-uses-refurbished-Probat-at-Bonanza-Coffee-768x576.webp 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/noscript><\/figure><\/div>\n\n\n<h2 class=\"wp-block-heading\"><strong>Roasters need to be more business-savvy than ever<\/strong><\/h2>\n\n\n\n<p>In its early days, specialty coffee was a novelty: something new and exciting. Pioneering roasters used this to their advantage, building unique and recognisable brand names that developed loyal followings.<\/p>\n\n\n\n<p>But specialty coffee shops and roasters, once outliers, have become increasingly mainstream in many countries. Brands like Japan\u2019s % Arabica and <a href=\"https:\/\/uk.investing.com\/news\/company-news\/reborn-coffee-expands-into-georgia-and-armenia-with-licensing-deal-93CH-4178560\" target=\"_blank\" rel=\"noreferrer noopener\">California\u2019s Reborn Coffee have recently secured millions in investment to fuel international expansion, including in emerging markets<\/a>.<\/p>\n\n\n\n<p>Market competition is fierce, and the need to build a lasting brand that can weather a number of financial storms is more pertinent than ever. The sobering reality is that operating even a small micro roastery in today\u2019s industry can no longer survive on enthusiasm alone.<\/p>\n\n\n\n<p>\u201cYou need a lot more than just passion to be able to open a roastery and make it work,\u201d Marius says. \u201cI\u2019m really passionate about roasting coffee, and coffee in general, but very quickly after I started Olivo Coffee Culture, I realised I needed a team of people who can do all the other things \u2013 accounting, sales, marketing, branding, logistics, and training.<\/p>\n\n\n\n<p>\u201cIn time, I understood that these aspects of a business are just as important as roasting coffee.\u201d<\/p>\n\n\n\n<p>The \u201csoft\u201d aspects of developing a coffee brand \u2013 the look and feel of the business \u2013 should certainly remain fun and exciting. But in 2025\u2019s complex economic landscape, a methodological approach is vital for success.<\/p>\n\n\n\n<p>The Specialty Coffee Association estimates that <a href=\"https:\/\/static1.squarespace.com\/static\/584f6bbef5e23149e5522201\/t\/6012eacaf8928e729006cb0e\/1611852517832\/SCA_BenchmarkingReport_PRINT.pdf?__hstc=36316735.1a6da01aa1298b728cb3bdd6f30cb44c.1739554688291.1751402315117.1754562997663.18&amp;__hssc=36316735.1.1754562997663&amp;__hsfp=758827327\" target=\"_blank\" rel=\"noreferrer noopener\">opening a roastery requires roughly US $120,000 in startup capital<\/a>. This includes costs for equipment like roasters, ventilation, and afterburners, as well as permits and training to ensure consistency.<\/p>\n\n\n\n<p>\u201cConsistency beats creativity. Roasting is repetitive, meticulous work. If you can\u2019t execute the same profile 100 times, you\u2019re not ready,\u201d Marius tells me.<\/p>\n\n\n\n<p>As traditional financing becomes harder to access, more roasters have turned to alternative funding sources. But whichever option they choose, operators need to know how long it will take to receive a return on investment.<\/p>\n\n\n\n<p>\u201cKnow your numbers: cost of goods, break-even point, cash flow runway. If you can\u2019t do basic forecasting, get help or don\u2019t start,\u201d Marius says.<\/p>\n\n\n\n<p>Navigating shipping delays, tariffs, and landmark legislation like the EUDR has become a reality for the coffee industry. Effectively, it demonstrates how operating a roastery is about more than simply buying and roasting green coffee, as many passion-driven enthusiasts may believe.<\/p>\n\n\n\n<p>\u201cSourcing isn\u2019t just about taste; it\u2019s logistics, trust, and timing. Be ready for delays, quality variation, and sourcing risk,\u201d Marius says. \u201cSales are everything. Roasting great coffee doesn\u2019t guarantee demand, so build sales channels before you fire up the machine. You also need very good marketing and social media.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>Finding ways to channel passion<\/strong><\/h3>\n\n\n\n<p>The specialty coffee industry has matured. After the early days of experimentation and obsession with novelty, roasters are less willing to take risks as they navigate a tougher economic landscape.<\/p>\n\n\n\n<p>Still, passion is a crucial element in entrepreneurship. It provides the drive, motivation, and resilience that owners need to manage the challenges of starting and growing a business.<\/p>\n\n\n\n<p>In today\u2019s uncertain coffee industry, roasters need to find new ways to channel their enthusiasm and fervour.<\/p>\n\n\n\n<p>\u201cLet it fuel your discipline. Passion should drive you to cup more carefully, to source more ethically, to train your baristas better, and to communicate your story with precision,\u201d Marius says.<\/p>\n\n\n\n<p>The coffee industry is also creative, allowing passionate roasters to build their brands for long-term success in new ways. Events like <a href=\"https:\/\/globalcoffeeawards.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">the Global Coffee Awards<\/a> and <a href=\"https:\/\/producerroasterforum.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Producer &amp; Roaster Forum<\/a>, for example, give roasters the opportunity to join international networks, develop lasting working relationships with coffee producers, and receive global recognition for their skills and expertise.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full\"><img decoding=\"async\" src=\"data:image\/gif;base64,R0lGODlhAQABAIAAAAAAAP\/\/\/yH5BAEAAAAALAAAAAABAAEAAAIBRAA7\" data-src=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Two-people-package-roasted-coffee.webp\" alt=\"Two people package roasted coffee.\" class=\"wp-image-120346 lazyload\"\/><noscript><img decoding=\"async\" width=\"1000\" height=\"750\" src=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Two-people-package-roasted-coffee.webp\" alt=\"Two people package roasted coffee.\" class=\"wp-image-120346 lazyload\" srcset=\"https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Two-people-package-roasted-coffee.webp 1000w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Two-people-package-roasted-coffee-300x225.webp 300w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Two-people-package-roasted-coffee-150x113.webp 150w, https:\/\/perfectdailygrind.com\/wp-content\/uploads\/2025\/08\/Two-people-package-roasted-coffee-768x576.webp 768w\" sizes=\"(max-width: 1000px) 100vw, 1000px\" \/><\/noscript><\/figure><\/div>\n\n\n<p>Starting a \u201cpassion-project\u201d micro roastery is a dream many have. But the current realities of the coffee industry dispel this idealism.<\/p>\n\n\n\n<p>\u201cPassion is your edge when things get hard, but only if you harness it with purpose,\u201d Marius concludes. \u201cFall in love with systems, with improvement, with the boring parts of the job; that\u2019s how passion survives the grind.\u201d<\/p>\n\n\n\n<p><strong><em>Enjoyed this? Then read <\/em><\/strong><a href=\"https:\/\/perfectdailygrind.com\/2025\/05\/coffee-price-volatility-roasters-priorities-strategies\/\" target=\"_blank\" rel=\"noreferrer noopener\"><strong><em>our article on why price volatility means roasters\u2019 priorities are shifting<\/em><\/strong><\/a><strong><em>.<\/em><\/strong><\/p>\n\n\n\n<p><em>Perfect Daily Grind<\/em><\/p>\n\n\n\n<p><strong>Want to read more articles like this? <\/strong><a href=\"https:\/\/manage.kmail-lists.com\/subscriptions\/subscribe?a=WsEz8z&amp;g=XDR4xE\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>Sign up for our newsletter<\/strong><\/a><strong>!<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The romantic notion of opening a \u201cpassion-project\u201d roastery appeals to many people, both in and outside of the coffee industry. From experiencing the aroma of freshly roasted beans every day to being your own boss, there are many idyllic aspects to running a small roastery. The reality, however, is more sobering. Fierce competition, high start-up [&hellip;]<\/p>\n","protected":false},"author":885,"featured_media":120349,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[11632],"tags":[13631,13018,14863,11765,14588,14864],"class_list":["post-120345","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-roasting-fundamentals","tag-coffee-prices","tag-coffee-roasters","tag-coffee-roastery-equipment","tag-english","tag-opening-a-coffee-business","tag-opening-a-coffee-roastery"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.3 (Yoast SEO v25.3) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why now isn\u2019t a good time to open a roastery as a passion project - Perfect Daily Grind<\/title>\n<meta name=\"description\" content=\"Starting a \u201cpassion-project\u201d micro coffee roastery is a dream many have. 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