Hoos Coffee Consulting

Hi, my name is Rob.

“Coffee roasting is complex, but it doesn’t need to be hard.”

I am a coffee roaster, consultant, author, mentor, and subject-matter expert in coffee roasting. I’ve been working in the coffee industry since 2004, roasting coffee since 2009, and consulting on coffee roasting since 2013. My approach to coffee attempts to balance the three core elements of art, craft, and science. I try to practice open-mindedness, rigorous data collection, and honest analysis, which together help me bridge the gap between creative exploration and technical precision. Through books, courses, and one-on-one consulting, I support roasters around the world in developing repeatable, high-quality results—while always leaving room for curiosity and growth.

Rob Hoos smiling with a green background. Coffee Roasting Consultant, Author, and Educator.

My Values:

  • I say what the data says and change when I’m wrong.

    I strive for intellectual honesty and personal integrity. I also practice healthy candor with everyone I work with.

  • Never stop learning. Test everything; nothing is sacred.

    The continual process of learning and discovery in the coffee industry is one of the things that helps me fall in love with my job over and over again. I will never be one to assume I know everything and love the surprise and opportunity of being wrong.

  • Coffee roasting is complex. It doesn’t have to be hard.

    My goal as an educator, author, speaker, and consultant is to take the complex world of coffee roasting and distill it down into something that is understandable and actionable.

  • A solution only counts if it works on the production floor.

    There are times where we may find something super esoteric and cool about coffee… but the reality for many in coffee roasting is that we don’t have the time, or resources to pursue it. I keep refining my ideas, strategies, and approaches to make them possible for production. Pragmatism is key.

  • I’m easy to reach and work with. No shame, no judgment.

    Scheduling with me is a snap. I live in a no-shame* zone. Let’s start where you’re at, and move in the direction you’d like to go.

    *If you’re taking advantage of or harming people/creatures… then I will shame you. But not for dark roasting or making frappés.