Roastery Apparatus Maker Sovda Names Brice Sturmer CEO

Espresso sweaty apparatus maker Sovda (styled “SOVDA” by means of the corporate) lately appointed Brice Sturmer as CEO. 

Sturmer, the founding father of Michigan-based uniqueness espresso corporate Velodrome Coffee Company, succeeds Chris Romes, who held the location because the corporate’s launch in 2017. Sturmer joined Sovda — which lately relocated its headquarters from Portland, Oregon, to Bentonville, Arkansas — in February of this moment, appearing as world head of provider. 

Brice Sturmer

“I was a Sovda client for several years prior to this opportunity and successfully utilized Sovda equipment to enhance the efficiency and quality of my operations,” Sturmer stated in a statement shared with DCN. “It has been a distinct pleasure to engage with the team and observe their profound dedication to coffee and their commitment to resolving issues in this industry we all love.”

Upcoming co-founding Velodrome Espresso Corporate with a single location in Marquette, Michigan, in 2017, upcoming rising it into 4 espresso stores and a espresso apparatus trade, Sturmer sold Velodrome to a local hospitality group known as MQT in 2024. 

“I did not anticipate discovering another gratifying position within the coffee industry that could rival the experience of establishing my own brand, until I joined Sovda,” Sturmer stated. “Throughout my tenure at Velodrome Coffee Company, it became clear to me that there are headwinds facing this industry that are bigger than any individual roaster can face and I saw Sovda’s outsized impact in helping solve those issues.”

A Sovda set up.

Sovda sprang onto the U.S. apparatus scene in 2018 with the launch of the Pearl Mini Sorter, a espresso sorting gadget for small- or medium-sized roasteries. The corporate therefore introduced a coffee bagging machine, a blending system and conveyer methods. 

The corporate was once in the past founded in Portland, Oregon, with a showroom within the former Curate Coffee Collective space ahead of formally relocating its U.S. headquarters to Bentonville. 

“We have a couple of team members based in [Northwest Arkansas] and our founder Samuel [Gurel] is based in Bentonville, as well,” Sturmer, instructed DCN. “One of our deepest partnerships is with Onyx Coffee and our products can be found on display there in Rogers, Arkansas.”

Sturmer instructed DCN that the corporate is lately running on diverse “exciting things,” which might be lately beneath wraps. 

A Sovda set up.

Stated Sturmer, “We are shifting our efforts heavily into the next phase of Sovda, which will be marked by a massively improved machine operator experience, and we will unlock new tools for roasters to monitor the quality of their coffee throughout the entire post-roast process.”

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