The specialty coffee movement emerged in the late 20th century, spearheaded by passionate individuals who wanted to challenge the status quo. They sought out high-quality beans, developed direct relationships with producers, and crafted roast profiles that highlighted unique characteristics, representing a fundamental departure from treating coffee as an undifferentiated product.
Early entrepreneurs, through their dedication to quality and transparency, created a new wave of consumption that emphasised origin, processing methods, and flavour complexity.
In the years since, specialty coffee has matured in many markets around the world, resulting in a highly competitive industry. Operators’ needs have now changed, especially amid price volatility and economic uncertainty, as they take on a more “business-minded” approach to navigate challenges.
Still, the core values of specialty coffee remain. If roasters and coffee shops want to find success and retain brand loyalty, they need to be both savvy and passionate.
I spoke to several people at award-winning roaster Oceana Coffee to learn more.
You may also like our article on what we can expect from specialty coffee in 2025.
Passion will always be at the core of specialty coffee
In the industry’s early years, specialty coffee was distinguished by roasters’ commitment to higher quality that commanded premium prices. The movement was characterised by direct trade relationships, with some roasters travelling to origin to source small lots and build long-term partnerships with producers.
The nature of these mutually beneficial relationships evolved beyond being purely transactional. Instead, quality control and ethical sourcing practices took precedence, making passion and commitment key drivers of industry growth.
“There’s a difference between great coffee and what you find on every corner, same for wine, same for chocolate; all artisan products have passion behind them,” says Scott Angelo. He is the co-founder and head roaster at Oceana Coffee, an award-winning specialty coffee roaster in Florida, US.
The artisanal aspects of specialty coffee became a defining characteristic. Manual brewing methods like pour overs transformed brewing and highlighted baristas’ skills, while small-batch roasting emphasised attention to detail and craftsmanship.
“We have excelled at evolving while staying true to our core values,” says Amy Duell, the co-owner and COO of Oceana Coffee, who started working for the company as a barista some 12 years ago. “From the start, our mission has been to offer sustainably sourced, freshly roasted coffee to our customers. Where we differentiate ourselves in a competitive market is a commitment to exceptional customer service and consistency.
“We closely track what our customers want and strive to deliver products they not only value but also feel a personal connection to,” she adds. “Our focus is to build a product that customers return to because it’s something they appreciate for its quality and taste.”
The exclusivity of small-batch roasting, unique varieties, and novel processing methods further enhanced brand appeal, allowing consumers to develop emotional connections to different roasters and specialty coffee more widely.
But a changing market has shifted business needs
As specialty coffee has matured, the industry has undergone a profound transformation. Pioneers and newcomers alike are grappling with the realities of an increasingly saturated market, forcing them to seek novel ways to stand out beyond the once-distinctive elements of quality and artisanry.
This heightened competition, coupled with the escalating costs of green coffee, labour, rent, and logistics, has pushed many businesses toward efficiency-driven solutions.
“Scott, our head roaster and my husband, maintains 15-year-long relationships with coffee brokers and farms to buy coffee that’s in line with our tight quality parameters but also strategically at the right price,” says Amy Angelo, the co-founder of Oceana Coffee. “Coffee is just one factor though, and in Florida, labour costs have more than doubled in the last five years, so workflow efficiency and investing in the right equipment have been key.”
Automated roasting software and pour over brewers have increasingly replaced the hand-crafted, performative elements that once defined the specialty coffee experience. While these changes have enabled businesses to survive and scale during periods of economic uncertainty, they represent a significant departure from the industry’s artisanal roots. This raises questions about how to balance commercial viability with the craft-focused ethos that initially set specialty coffee apart.
“The push to automate doesn’t dilute the craft, but it exposes specialty coffee to a broader range of consumers,” Amy Angelo says. “We have invested heavily in Eversys super-automatic machines over the last eight years, which gives us the confidence to sell our specialty coffee to any café, regardless of the skills of their baristas.
“In a market where costs are changing so drastically and quickly, making strides towards efficiency is critical to survival,” she adds. “Lack of efficiency is potentially the biggest factor in the burnout of small specialty roasting companies, which ultimately leads to them closing their doors.”
This has also forced roasters and cafés to focus on aspects beyond just coffee, including community building, creating new value propositions, and offering differentiated consumer experiences.
Roasters need to balance craft and efficiency
To survive in current challenging times, roasters and cafés need to prioritise efficiency while staying true to their roots. As new businesses appear, it makes it increasingly difficult to stand out, encouraging roasters to find cost-effective solutions. But it’s also crucial to not lose sight of what drove them to start their business in the first place.
“As competition heats up, staying true to your brand is key to keeping your purpose clear and consistency strong,” says Amy Duell. “Being authentic to your roots and understanding the ‘why’ behind your business keeps you grounded in your core values and mission.
“There’s no shortage of coffee brands out there, but each one brings its unique flair. Oceana Coffee’s individuality is what helps us make a real impact on the community and build deeper connections with our customers.”
Operating on thin margins, especially while green coffee prices have more than doubled, roasters face a growing number of challenges. However, cutting costs by compromising on quality or customer experience won’t result in success.
“We constantly remind ourselves that our core business is a commitment to customer service and roasting great coffee,” Scott says. “We have experimented in different avenues and have been involved with consulting to large brands, but we always come back to creating a great product for everyday consumers, which is how we started: passion.
“Learn to find what customers want and what the market will bear,” he adds. “Sometimes ideals can be balanced with the balance sheets.”
While automation and AI promise adaptation and agility for the coffee industry at large, curiosity often drives coffee businesses seeking to grow and scale. A key part of this is developing and investing in local communities that support a brand’s success.
“We have always had a strong connection to the local community. Coffee shops are kind of the last place where people actually strike up a conversation and talk to each other,” Amy Angelo tells me. “With our Cup of Kindness programme, we’re able to connect local charities with customers and other organisations, fostering goodwill, support, and a caring culture for everyone involved.”
Each quarter, Oceana Coffee donates US $500 to an organisation chosen by customers, creating a shared sense of community spirit and engagement. This bolsters brand loyalty and trust, helping the roaster to scale.
“When I joined Oceana Coffee just months after its 2011 opening, I was a high school student seeking a part-time job,” Amy Duell says. “At that time, we had one roastery with a small café and a 7kg Diedrich roaster.
“Fast forward to 2025, a momentous year for us, and we will open our third café, including a drive-thru. Our new roasting headquarters will house a 60kg IMF roaster and a beverage canning facility to support our expanding wholesale operations and licensed coffee shops,” she adds.
The specialty coffee industry stands at a crossroads, balancing its artisanal heritage with contemporary business demands. While the entrepreneurial spirit and commitment to quality remain foundational, the movement has transcended beyond its exclusively craft-focused origins.
“Specialty coffee is always evolving. Over the past 12 years, I’ve seen trends rise and fall, new brands and tech emerge, and shifts in the green coffee market,” Amy Duell says. “Coffee has endless potential, and as the industry grows, so do the opportunities to lead and innovate, all while staying true to what makes it so unique.”
Looking ahead, the challenge will be to maintain the values and passion that hallmarked the industry while finding sustainable ways to bring specialty coffee to an ever-growing audience.
Enjoyed this? Then read our article on why customer service will always be the most important thing in specialty coffee.
Photo credits: Oceana Coffee
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Please note: Oceana Coffee is a sponsor of Perfect Daily Grind.
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