You’re not alone if you’re unsure. I’ve been there, staring at the ceiling at 2 a.m., calculating risks, wondering if building something now is crazy. But here’s what I believe: waiting for things to “settle down” is one of the biggest myths out there. Stability isn’t coming with a grand announcement. But your opportunity? It might already be here.
Let me share why now—despite all the noise—might be the perfect moment to start your coffee roasting business.
Coffee isn’t a luxury. It’s a ritual. A comfort. A daily anchor. When times get hard, people downsize a lot of things—but rarely their coffee.
Ask yourself: At what point would you give up your morning cup? Most people wouldn’t. It’s affordable, comforting, and essential in its own small way. It’s not just a beverage—it’s a pause, a moment of peace in the chaos.
Back when COVID hit and everyone was stuck at home, something fascinating happened at Green Plantation (my former coffee roastery in Slovakia): sales didn’t drop. They surged. People were stuck inside, and sure—everyone was baking sourdough—but coffee became the mental escape that got them through the day. Brewing became a ritual. A moment of control. Something they could look forward to.
That’s the power of coffee. It sticks with people—even when everything else feels like it’s falling apart.
Starting a business built around a staple like coffee means entering a market that keeps moving—even when everything else feels frozen.
In times like these, people tend to pause. They wait. They hope for clarity.
But here’s the thing: some of the strongest companies we know today were started during economic downturns. Because while everyone else was freaking out, someone else was building.
When we launched Green Plantation years ago, green coffee prices were high—really high. We had to price our products above the competition just to make a profit. It was scary. But you know what? It worked. We built in sustainability from day one. We priced with margin. And that gave us the stability to grow.
Similarly, I’ve seen roasting companies that started during COVID and somehow made it through—they’re still standing, and stronger than ever. Because once you survive the storm, you’re a lot more prepared when the weather clears up.
While others are overwhelmed by headlines, this might be your time to hustle.
You don’t need to have it all figured out before you begin. Starting—even small—will teach you more than any spreadsheet or planning session ever could.
Maybe roasting is your thing. Maybe it isn’t. But you won’t know until you get your hands on the beans, smell the roast, hear the first crack, and pack that first bag.
When you take action, you begin to learn the market. You notice patterns. You meet people. You gather feedback. You pivot and adjust. You make smarter decisions.
If you just wait and analyze? You might never know if this industry fits you. But if you jump in, you’ll learn fast—and either grow, or grow into something else.
And if it turns out it’s not for you? That’s okay too. Because money comes and goes. But time? Time only goes.
Trying and walking away is better than always wondering what might’ve been.
You don’t need to have it all figured out before you begin. Starting—even small—will teach you more than any spreadsheet or planning session ever could.
Let’s be honest—buying a small roaster might seem like the logical first step, but it often isn’t economically sustainable. Most entry-level machines aren’t sized for profitability, which means you might end up roasting just to break even—or worse, to lose money.
Before you commit to building out your dream coffee production facility or dropping serious cash on a 15kg+ machine, consider smarter, lower-risk ways to get started:
Try co-roasting at a shared space (if you’re lucky to have one nearby)
Launch a white label line through an established roaster
These routes allow you to:
Test your concept
Build your brand
Learn how to sell
Get real-world feedback
…all before committing to the long-term investment.
You get to find out: Is this my thing? Is this what I want to wake up and build every day?
Starting lean means starting smart. And when you’re ready to go all-in, you’ll be stepping into your roasting journey with knowledge, clarity, and momentum—not just hope
Coffee brings people together. Always has.
It’s that first sip before a tough day. The conversation starter on a first date. The background hum of community gatherings. In a world that feels divided and unpredictable, coffee is one of the few things that still unites us.
You’re not just roasting beans. You’re creating comfort. You’re creating moments. You’re part of someone’s ritual—someone’s safe space.
You’re building a business around something that creates connection.
Coffee for president! 😃
The perfect time? It probably doesn’t exist. But your time? That might be now.
If this idea has been sitting in your chest for months—or years—maybe it’s not just a passing thought. Maybe it’s your future, waiting for a shot.
And if you try it and it’s not your path? That’s okay too. Because the worst thing isn’t failing.
It’s never trying.
So start small. Roast a little. Sell a little. See how it feels.
Because when the world is uncertain, making something real is more than a business decision.
It’s a quiet revolution. And it might just start with your next roast.
Author :
TM CoffeeIs.Me
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Great points Valerian. Another way of saying it is “don’t suffer paralysis through analysis.” There will always be surprises and things you don’t, or can’t, know before pulling the trigger on starting a coffee-centric business.