Andrew Hetzel is the founder of CafeMakers, a global coffee industry consultancy that provides outsourced green coffee buying, quality assurance and other services for specialty coffee roasting and agriculture businesses.
In 1996, Hetzel founded a retail marketing and training service company in Ann Arbor, Michigan. The company, Videotronic North America, grew under his leadership to serve clients including: 3M, Aveda, Burger King, Brinker International, Calvin Klein, Hard Rock Cafes and Hotels, Hugo Boss, P&G, Skechers USA and Sears.
Selling Videotronic in 2001 to investors, he relocated to Los Angeles and formed CafeMakers to pursue a personal interest in coffee. New to the industry, he demonstrated proficiency as an educator and business advisor, later developing a solid reputation as a coffee buyer.
Hetzel has since designed and developed operations, established green coffee buying and roasting protocols and created brand marketing strategies for a diverse range of specialty coffee clientele in North America and rapidly emerging consumer markets of Asia, Eastern Europe and the Middle East. He additionally advises investment banks and securities analysts on the coffee industry and publicly traded coffee companies.
Mr. Hetzel is a licensed coffee Q Grader (coffee taster) by the Coffee Quality Institute and a member of the Board of Overseers for Ireland’s World Coffee Events Ltd., which operates the world’s preeminent coffee competitions in more than 60 countries.
In recent years, he has judged numerous competitive events, including national-level championships in the USA, India, Russia, Sweden, Singapore, UAE and Brazil, where he participated as a member of the 2010 Cup of Excellence Jury.
Mr. Hetzel has been quoted in press coverage by international business and consumer media, including Time Magazine, CNN, the Associated Press, MSNBC, BusinessWeek, Fortune Magazine and was profiled by the James Beard Association for his work as a coffee taster and buyer.
