Coffee, Rocky's way

I'm taking on a new role as of two weeks' time. It's a bit of a multi-faceted role - business development - for a company involved with coffee distribution, training and consultancy. In the short-term, it's going to mean very little in the way of time off as I'm still balancing full-time study, another part-time job and a golfing addiction. In the long-term, however, this role is much more closely aligned with my study. It'll allow me to put some of the theory my lecturers drone on about into practice.

In signing on for this role, one of the first things required was to learn a little about the brand we distribute - Veneziano Coffee. I didn't know a lot about Veneziano - they don't have much of a presence in my area, so my consumption of their product has been limited. General consensus from industry peers though has been positive - I've not really ever heard negative sentiment about their coffee. One successful business I've worked with were almost a Veneziano venue, so they have plenty of potential to make an impact on my local market.

I knew Veneziano had roasteries in Melbourne and Brisbane, though what I didn't know was the extent of the Melbourne facilities capabilities. The roastery is fitted out with a stack of state-of-the-art roasting equipment, and was recently stress-tested, where they discovered roasting capabilities of 170 tons per week. Tons. That is a buttload of coffee.

Granted, maximum available output is not being utilised, but the facility contract-roasts for a great many other coffee brands, including all of Aldi's coffee - which, if you can put aside any snobbery aside, is actually pretty good. My housemate buys it for home and office, and I don't think twice before using it for an Aeropress or V-60 pourover. You'd be hard-pressed to find a better coffee for $11/kilo.

Outside of their roasting capabilities, I learned a little more about the people heading up the company - which is a pretty big company as far as coffee roasters are concerned. The top dogs at Veneziano are OG coffee lords. Legitimately skilled and highly decorated baristas - they're not a bunch of corporate stiffs who's only experience with coffee comes from being waited on. Even the GM is a certified Q-grader - anyone even remotely familiar with the Q-grade certification process will appreciate how impressive this is, regardless of the fact that it's his job to be an expert. The sales team are all either top-level judges or medal winners, too.

The Veneziano original - the guy who started it all - is Rocky Veneziano. Yes, that's his actual name. This guy lives and breathes coffee, and apparently made his first espresso at age 6. I didn't even drink my first coffee until I was 24, and I took two sugars. I'm told that Rocky's passion for coffee and the industry is unrivalled, and I can't wait to meet him.

I don't really wanna turn this into a Veneziano promotion-piece, but the acquisition of the above information - and some - accounted for a large portion of my day today.

So, that's what I learned today.