About Andrew Hetzel & Cafemakers
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Andrew Hetzel is the founder of Cafemakers, a coffee industry business consultancy based in Hawaii. Cafemakers provides business counseling, operations support and quality improvement services for coffee retailers, roasters and agriculture businesses worldwide.
In 1996, Mr. Hetzel founded a retail marketing and training service company in Ann Arbor, Michigan. The company, then known as Videotronic North America, grew to become a multimillion dollar business under his leadership serving clients including: 3M, Aveda, Burger King, Brinker International, Chrysler, Calvin Klein, Hard Rock Cafes and Hotels, Hugo Boss, Procter & Gamble, Skechers USA and Sears.
Selling Videotronic in 2001 to investors, Andrew relocated to Los Angeles and formed Cafemakers to pursue a personal interest in coffee and the rapidly expanding retail coffee chain industry. New to the industry, he quickly demonstrated proficiency as an educator and retail business advisor, later developing a solid reputation as a coffee taster and judge.
Cafemakers' clients today include an expansive list of retailers, franchisors, roasters and other coffee businesses for whom Mr. Hetzel has assessed and improved coffee flavor or business performance, created marketing or public relations campaigns, conducted training workshops or helped to expand into new domestic and international markets.
In 2005 Mr. Hetzel relocated to the Island of Hawaii, where he presently resides with his wife.
Mr. Hetzel's Professional Accomplishments and Qualifications
- Director of World Barista Championship Ltd., the nonprofit joint SCAE / SCAA UK Limited Partnership that oversees the world's largest annual competitive coffee event.
- Licensed Q Grader for the Coffee Quality Institute, the first Q coffee Grader from the State of Hawaii
- Certified Specialty Coffee Association of America Cupping Judge, the first to achieve this level of accreditation from Hawaii
- Named one of the 2007 "Top 40 Under Forty" young business leaders in the State of Hawaii by Pacific Business News
- 2006 Tea & Coffee World Cup Expo Asia coffee program Chairman in Shanghai, China
- Conference speaker for the National Coffee Association, the National Restaurant Association the Specialty Coffee Association of America, National Association for the Specialty Food Trade, World Tea Expo, World Cup Tea & Coffee Expo, Hawaii Coffee Association and the National Restaurant Association
- Writer for Tea & Coffee Trade Journal and columnist for FG! Food Gourmet Coffeetalk Magazine
- Asia Barista Championship, Ultimate Barista Challenge and World Barista Championship competition judge representing the United States of America
- Training Advisory Committee member and lead espresso lab instructor the Specialty Coffee Association of America
- Kona Coffee Cultural Festival espresso training program founder and coffee judge
- Featured guest on Pacific Business News Friday with Howard Dicus television program
- Coffee industry expert quoted in Nations Restaurant News, QSR Magazine, Tea & Coffee Trade Journal, Chain Leader Magazine, CSP Magazine, The San Antonio News-Express, Pacific Business News, Hotel Food and Beverage Executive, Hotels Magazine, The Arizona Republic, FG! CoffeeTalk Magazine, Honolulu Advertiser, West Hawaii Today, Topeka Capitol Journal, and others.
- Author of 12 Fundamentals of Coffee Business Success
- Large international network of specialty coffee contacts and allied industry resources
- Extensive experience with cafés, espresso bars and foodservice operations throughout Western Europe, Middle East, Asia and the Pacific Rim, as well as, Australia.
- Fluent in a broad range of personnel training, empowerment and motivational techniques, as used in Andrew's prior experience serving the training and marketing needs of major retails, national foodservice chains, automobile and apparel manufacturers, and other well-known companies.
- Outstanding strategic planning, communication and business management skills
Mr. Hetzel is recognized as one of the leading experts of specialty coffee business strategy and barista technique serving the industry today. Andrew is an active member in many of the organizations that are helping to shape the future of the coffee business, including:
Specialty Coffee Association of America (SCAA)
Specialty Coffee Association of Europe (SCAE)
National Restaurant Association
Barista Guild of America (BGA)
National Association for the Specialty Food Trade (NASFT)
