Photo by Lance Hedrick
Lance Hedrick@lancehedrick Many people know I have now joined @seycoffee , but few know why. Interestingly, I was not approached by SEY; instead, in February, it was I who made contact. Let me explain. For years, I have admired what SEY has been doing with regard to green buying. It seems that year over year, they consistently source the best green in any region they visit. With upwards of 300 microlots annually (you read that right), coupled with their commitment to radical transparency and cup quality, it was hard not to follow along. When considering my next decade and beyond, I cannot see myself doing anything *but* coffee. I have been very clear I have no desire to be a full time content creator, as I believe that would suck the passion out of my home brewing enthusiasm. With that in mind, I began thinking about companies with whom I align regarding quality, transparency, ethics, vision, etc. With SEY, not only were all of those in alignment, but they also brought excitement. I truly believe what SEY Lance and the team are doing is second to none: not only the most exciting green buying program, but also a yearning appetite to always improve. After begging for a job, we have already been working towards pushing the limits on roast levels, calibrating relentlessly to improve vocabulary and enhance customer experience, and experimenting with different brew presentations to showcase coffee in various ways outside of the standard approach. Every week or two, we cup anywhere from 8-12 of our coffees alongside 10-15 coffees from a handful of other roasters from around the world in an effort to always be learning and improving. I could not be more excited about what is to come next and am incredibly humbled to get to learn from Lance (not me) and from this company that has garnered the respect of producers and industry professionals around the globe. Oh- if you want to nerd out about our coffees, consider going SEYcord (the official SEY discord). About 2k people and growing. With the amount of weekly releases, it is a great place to connect with others brewing the same coffee as you! Cheers
Comments
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@mr_presso The emphasis on quality, transparency and cup quality really comes through here. It’s great to see the research side of coffee education connected to the everyday home-brewing experience.
@thearomabloom Godspeed 🔥
@etipton04 Does this mean SEY will finally get back to a Nordic style roast? I surely hope so. A mass appeal light roast is just not special
@cafely staying humble and continuing to learn is honestly such a rare thing in this space and it shows here fr 🕯️✨
@kenneth0320 their coffee is truly amazing. They have the best cup of Ethiopian coffee pourover to me
@ichiban.selecter I never ask why Lance does anything, I only wait to see what he does next!!
@cronos1013 Lance, when are we going to get the #LanceRoasting videos!!!
@dennischeungsc I just ordered from Sey for the first time. Can't wait to try them!
@willmruzek I’m curious which roasters you compare to
@gavinjoffe Do you still live in Portugal? How does the geography work?
@andyjamersoncoffee SEY is truly special. My wife and me walked from Manhattan on a winter day to SEY, when we were visiting from Germany. The pour over was so perfectly executed, that my non-coffee drinking wife even liked it. Can't wait to try some more of their coffees in the future.
@rich.seng I am confused, you are referring to yourself as Lance?
@marciecheung I watched your YouTube with Pepe so that i know Pepe and Finca Soledad. And I just bought one bag of beans from Finca Soledad from SEY. It is a really sweet coffee even though I ground too fine and the whole brew time is almost 5 min. Besides, I just want to seize the oppprtunity to say thank you for all the content you created. I learned a lot from it, not just coffee knowledge, but also how to think about coffee and coffee brewing.🙌🔥
@virtual_martin Not easy, getting out of the comfort zone.