601: What It’s Like to Be a Specialty Coffee Entrepreneur With Tracy Allen, Brewed Behavior [Main T4C Episode]

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Tracy Allen is CEO of Brewed Behavior, founded to offer comprehensive support to all segments of the coffee industry. In the fall of 2015 Tracy’s roasting talents went viral when he was chosen to supply coffee for Pope Francis’ U.S. visit. His approach to consulting involves changing behaviors through education and providing strategy and growth solutions at every touch point. Brewed Behavior works primarily with coffee roasters and producing countries to improve their marketing efforts and sales programs.  Shortly after graduating from college, Tracy started his coffee career at Proctor and Gamble where he was hired as a beverage specialist assigned to work on Folgers and Millstone brands.  However, he didn’t make his entry into specialty coffee while Director of Operations of The Roasterie in Kansas City, MO.  After The Roasterie, Tracy became co-owner of Zoka Coffee Roaster and Tea Company in Seattle, WA.  Finally, Tracy is also a “Supertaster,” certified cupper, and Q-grader instructor. 

WHAT YOU’LL LEARN ABOUT IN THIS EPISODE:

• What the coffee ‘value chain’ looks like from producer to your coffee cup (12:25)
• What coffee trends are going on around the world (15:51)
• What impact COVID has had on the coffee industry (19:50)
• What job opportunities look like in the coffee industry (23:12)
• How he got to make a special coffee for Pope Francis in 2015 (27:13)
• Why he decided to build his career in coffee (35:00)
• What Tracy thought he would do with his economics degree when he graduated from college (37:04)
• What advice he would give his college self (48:32)