Ian Goodman’s Coffee Journey
A Happy Discovery
It all started with a chance encounter in a small Chattanooga coffee shop. A surprising cup of Costa Rican coffee, bursting with strawberry aromas and flavors that led to an inspiring conversation with Ian Goodman, co-founder of Goodman Coffee. Ian’s journey from high school barista to successful coffee roaster and business owner and his focus on building strong relationships with coffee farmers is a testament to his dedication, innovation, and unwavering commitment to specialty coffee over the years.
A Humble Beginning
Ian’s love affair with coffee began in a modest St. Louis coffee shop during his high school years. “It was the ’80s, early ’90s,” Ian recalls, “a time of flavored coffees, before coffee was considered specialty. ” What started as a part-time job soon turned into a lifelong passion, sparked by a mandatory book on coffee and tea that opened his eyes to the complexity of the subject.
“At first, it was annoying because I was in high school, trying to do all my schoolwork. And then I had another book I had to read,” Ian admits. “But then I got into it. And was really just taken with all that went into coffee and tea as a product.”
This initial reluctance turned into fascination, setting the stage for Ian’s future in the coffee industry. A summer spent in Sumatra allowed Ian to witness coffee culture firsthand, deepening his appreciation for the hard work and dedication of coffee farmers. This experience would later shape his approach to sourcing and his relationships with coffee producers.
The Seattle Spark
A visit to Seattle in 1991, during the rise of the specialty coffee movement, solidified Ian’s desire to pursue a career in coffee. “I was really taken aback,” Ian remembers. “It was sort of really when the whole coffee specialty coffee thing was getting going in the Pacific Northwest, you know, coffee shops everywhere, just popping up.”
This experience opened Ian’s eyes to the potential of coffee as more than just a beverage – it was a culture, a community, and a craft. Inspired by what he saw in Seattle, Ian returned home with a clear vision: to bring that level of coffee passion and quality to his own community.
Entrepreneurial Spirit
Ian’s passion led him to start his first coffee company in 1996 while still in college. After running it successfully for 12 years, he sold the business but found the call of coffee too strong to resist. “I missed talking with people in different places. I missed all that,” Ian explains. This longing for connection and community in the coffee world led him to found Goodman Coffee in 2016.
Challenges and Evolution
Throughout his career, Ian has faced numerous challenges, particularly in educating consumers about specialty coffee. In the ’90s, most people were accustomed to the taste of mass-produced coffee brands, and Ian had to work tirelessly to convince them of the value and quality of specialty coffee.
“In the mid-90s, especially in the southeast United States, everything was so brand new,” Ian recalls. “A lot of people had, if they’d had they’d heard of like coffee shops or latte or cappuccino if they’d traveled or just the washed friends. They saw Central Perk or you know, but they didn’t really have any idea about coffee.”
This lack of consumer knowledge presented a significant hurdle. Ian found himself not only selling coffee but also educating his customers about why specialty coffee was worth the higher price point. He remembers instances where customers would return cappuccinos, claiming they didn’t taste like the ones from gas station machines.
Over the years, Chattanooga’s coffee culture has blossomed, thanks in part to Ian’s efforts. Today, people are more open to trying and appreciating specialty coffee, a shift aided by significant advancements in coffee processing that have improved the quality of green coffee.
“The stuff we’re getting now is so much more fun and so much more interesting than it was 25 years ago,” Ian explains. This improvement in quality has made it easier for Ian to introduce consumers to the rich and diverse flavors of specialty coffee.
The Farmer Connection
“Most people, even most avid coffee drinkers, don’t really have a good grasp on the amount of work and effort that it takes to produce good coffee,”
Ian Goodman
One of Ian’s core beliefs is the importance of supporting coffee farmers. His trips to coffee farms around the world have deepened his appreciation for the labor and dedication involved in coffee production. “I do realize the more I travel around the world, the more I see a lot of farmers quitting,” Ian shares. “The parents or grandparents are too old, the younger generation doesn’t want to get into it because they don’t see it as an avenue to actually create any financial sustainability for them and their family.”
This realization has driven Ian to develop direct relationships with farmers and support sustainable practices. He believes that as a specialty roaster, he has a responsibility to ensure the success of the farmers he works with. “If I can keep the people that grow coffee for me, if I make sure that they’re successful, they also help to ensure to make sure that I’m successful because they’re supplying me with the product I need,” Ian explains.
During the pandemic, Ian began filming a documentary to highlight the lives of coffee farmers and the journey of coffee from farm to cup. This project aims to educate consumers about the extensive efforts required to produce high-quality coffee, emphasizing that great coffee starts with the farmer.
“Most people, even most avid coffee drinkers, don’t really have a good grasp on the amount of work and effort that it takes to produce good coffee,” Ian notes. “We realize that that’s an important thing to tell, to get people to understand.”
Growth and Future Plans
As Goodman Coffee continues to grow, Ian remains mindful of maintaining the quality and integrity of his products. With plans to expand to a new roasting facility, he’s committed to balancing expansion with the pursuit of exceptional coffee experiences.
“I don’t have visions of being a big coffee chain,” Ian says. “I think you can have multiple outlets and locations and not lose the specialty touch, but there’s a line there where you get too big, and it’s too hard to have control.”
Ian is also excited about emerging trends in the coffee industry, from experimental fermentations to specialty instant coffee, which offer new and unique experiences for coffee lovers. He’s particularly enthusiastic about innovations in processing and fermentation, which have led to more diverse and exciting flavor profiles in coffee.
Lessons Learned and Advice for Aspiring Coffee Entrepreneurs
Ian’s journey has taught him valuable lessons that he’s eager to share with those looking to enter the coffee industry. “Education is key,” he emphasizes. “Learn everything you can about coffee and the intricacies of brewing and roasting.”
He stresses the importance of understanding the science behind coffee roasting and extraction, ensuring high quality and consistency in every cup. Ian also highlights the significance of creating a positive work environment to build a strong, dedicated team.
“Having a good staff that’s trained, putting people in leadership roles that are good at leading, and helping in creating where people get excited about what you’re doing,” Ian advises. “Your staff is excited about the different coffees, they’re excited about the different things that are happening, and it makes them feel part of it. And that, that really helps with the growth.”
The Impact of Farmer Relationships on Goodman Coffee
We try to develop a roast profile that really brings out the work of what (the farmer) did.”
Ian’s deep connection with coffee farmers has profoundly influenced Goodman Coffee’s approach to sourcing and roasting. By understanding the hard work and dedication that goes into producing high-quality coffee, Ian has developed a roasting philosophy that aims to highlight and respect the farmer’s work.
“We try a lot to make sure that when we roast the coffee, we’re really highlighting the work of the farm,” Ian explains. “I don’t like the idea of roasting to a roast level, you know, like, we have this coffee is dark coffee, this coffee is a medium coffee. We try to develop a roast profile that really brings out the work of what they did.”
This approach has led to a diverse offering of coffees at Goodman, each roasted to bring out its unique characteristics. Ian’s commitment to showcasing the farmer’s work has also resulted in educational initiatives for his customers, helping them understand and appreciate the nuances of different coffees.
A Deeper Appreciation
Ian Goodman’s journey is a testament to the transformative power of passion in the coffee industry. From his early days as a high school barista to becoming a respected figure in the specialty coffee world, Ian’s story is one of continuous learning, adaptation, and dedication.
By supporting farmers, educating consumers, and continuously pushing the boundaries of what coffee can be, he’s shaping the future of specialty coffee one cup at a time. His commitment to quality, sustainability, and education has not only built a successful business but has also contributed to the growth of coffee culture in his community and beyond.
As I wrap up with Ian, I’m left with a deeper appreciation for the complex journey of coffee from farm to cup. Ian’s story reminds us that behind every great cup of coffee is a network of passionate individuals, from farmers to roasters, all working together to create something extraordinary.
Keep an eye out for Ian’s upcoming documentary, which promises to offer a fascinating glimpse into the lives of the farmers and the impact that building farmer and roster relationships has. In the meantime, next time you sip your favorite brew, take a moment to appreciate the hidden labor and love that went into making it possible.
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