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Vice-President Specialty Coffee Association of America


CEO, Founder 

Brewed Behavior

Coffee Industry Strategist

Tracy founded Brewed Behavior to offer comprehensive support to all segments of the coffee industry. The approach helps clients change behaviors through education, strategy and solutions that elevate quality and profits at every touch point. Brewed Behavior works primarily in two ways; coffee roasters in consuming countries and coffee farmers in producing countries helping to improve their operations as well as bringing the two together.

For a complete list of services visit our website.

Work experience


Bachelor of Arts

Giving Back


Barista Training
As one of the original members of the U.S. Barista Championship Committee and the first chair of the Rules and Regulations committee for the World Barista Championship, Tracy has trained multiple national and regional Barista champions and served as a judge and judges' trainer for the USBC and WBC. 
Specialty Coffee Marketing
Public Speaking
Specialty Coffee Sales Management
Specialty Coffee Retail Consulting
Specialty Coffee Business Management


Business Editor

Barista Magazine

Q Grader Instructor

Coffee Quality Institute

Mose Drachman Sales Award

Specialty Coffee Association of America

Board of Directors

Specialty Coffee Association of America

United States Barista Championship Judge

United States Barista Championship

World Barista Championship Judge

World Barista Championship

Licensed Q Grader

Coffee Quality Institute

Certified Coffee Cupper

Specialty Coffee Association of America

Super Taster

Speciality Coffee Association of America