How coffee equipment distribution channels work

Equipment is an integral part of any roastery. No matter their size or scale, all roasteries need a particular set of machinery to operate successfully.

There are many ways to buy this equipment. But with an ever-growing number of manufacturers entering the market, it can quickly become overwhelming for businesses – especially roasters with less experience – to find the “right” machines.

To avoid these issues, many roasting businesses decide to buy their equipment from distributors, rather than purchasing straight from the manufacturer. There are several benefits to taking this route, but how do these distribution channels work in the first place?

I spoke to Collin Bay and Bryndon Bay, co-owners of First Crack Coffee, Ben Turiano, owner of Joe Bean Roasters, and Curtis Dunning, owner of Alchemy Coffee Werks, to find out more.

You may also like our article on how different roasters affect coffee flavour.

How do roaster distributors operate?

In addition to buying equipment directly from manufacturers, roasters can also partner with distributors. These businesses essentially act as a bridge between the customer and the manufacturer. They can assist with filling any gaps – which could be language barriers or different time zones, for example – and can also provide constructive feedback to manufacturers.

Collin Bay is a co-owner of First Crack Coffee – a co-roasting facility and equipment distributor which also provides educational courses and consulting services.

“A coffee equipment distributor’s primary purpose is to listen to potential customers so they can learn about their business, identify the roasting system that best suits their goals and needs, and support them over the lifespan of their equipment,” he says. “Distributors need to be well-versed in their market, including understanding emerging trends and different regulations.”

To function effectively, equipment distributors need to build close relationships not just with their customers, but also with machine manufacturers. In doing so, complicated technical issues can be dealt with more efficiently, which can help improve customer loyalty for both distributors and manufacturers.

Moreover, if the two work closely together, distributors can stay ahead of new product releases and regularly update their inventories.

Bryndon Bay is a co-owner of First Crack, which has been distributing roasting equipment in the US since 2013. He explains how distributors operate.

“We order equipment directly from manufacturers and sell straight to roasters and other coffee retailers,” he tells me. “Our sales primarily come through referrals and from current customers who expand their operations and need more or larger-sized machinery.”

He adds that First Crack partners with leading roaster manufacturers like Typhoon, Roaster Dynamics, Buhler, and Proaster to offer a range of machines to customers.

Knowing what roasting equipment to buy

If a roaster chooses to work with a distributor, it’s important to consider which pieces of equipment they need to prioritise. These can include:

• Roasters (including gas, electric, drum, and fluid bed)
• Green coffee silos for storage
• Destoners and graders
• Packaging machinery

The roaster is arguably the most essential of them all. So when partnering with a distributor, business owners need to be aware of all the machines available – including their unique features and quality standards. 

Collin explains how First Crack partnered with Typhoon Roasters.  

“We first encountered Typhoon at a trade show,” he says. “We had never roasted on a Typhoon machine, but when we tasted coffees from roasteries that use them, the quality was undeniable. 

“So we visited Typhoon’s headquarters in Prague, tested the equipment extensively, and asked them a lot of hard questions,” he adds. “We felt that the machines ticked all the boxes for a brand we would like to partner with, so adding it to our roaster offerings was an easy decision.”

Why buy roasters from distributors?

Ultimately, the decision to purchase roasting equipment from distributors or manufacturers largely depends on the customer’s needs. Working with the former in particular, however, can come with a number of benefits.

Distributors can provide roasters with valuable insight on which type of machine would work best for them, as well as any emerging market trends which could influence their choice. What’s more, distributors are likely to answer questions about different machines and equipment more honestly and openly – allowing roasters to make more informed decisions. 

Ben Turiano is the owner and head roaster at Joe Bean Roasters in New York, US. 

“Receiving support is the biggest advantage, especially because most roaster manufacturers are not based in the US,” he tells me. “It’s useful to work with a distributor that partners with multiple brands since every machine will have its strengths and weaknesses.

“Plus, installing new equipment is always a hassle, so being able to ask specific technical questions about installation – and comparing different roasters – is also a bonus,” he adds.

Providing ongoing support after equipment has been purchased is vital. Customers may have questions about configuring software and machine maintenance, or may experience issues with specific parts. Not all of these can be answered or resolved by reading a user manual or searching online, so purchasing equipment from distributors can be particularly helpful. 

Curtis Dunning is the owner and head roaster at Alchemy Coffee Werks in Kansas, US.

“First Crack has always been readily available via phone calls and messages,” he explains. “For instance, I recently had an issue with a temperature probe, and after a phone consultation, I received a new probe with video installation instructions the next day.”

Getting the most out of roaster distributors

Although manufacturers can offer support to roasters, equipment distributors typically provide a wider range of services

“We initially purchased a roaster from First Crack,” Ben says. “When we scaled the business, we purchased a bigger roaster, and since we have scaled again, we are in the process of buying our third roaster. 

“One of the biggest reasons why we chose to work with First Crack is the level of technical support offered,” he adds. “We receive information about machine updates or new roaster brands available. But more importantly, we can easily buy replacement parts, so I can focus my time and energy on roasting while I receive necessary support.”

Educational opportunities

In addition to offering technical support, many roaster distributors also offer educational workshops and training courses, as well as white label services and access to co-roasting spaces.

“Many of our customers take advantage of our free bean-to-brew courses (which include a comprehensive introduction to roasting and cupping) and SCA-accredited programmes,” Bryndon says. “Some also choose to roast their own coffee, while others prefer that we roast on their behalf. 

“Our white-label roasting services tend to appeal to larger-sized clients who have national distribution networks,” he adds.

Roasters of any size, however, can benefit from using a wide range of additional services offered by equipment distributors.

“There is an art to roasting, and First Crack’s courses have helped me to hone my skills and creativity as I build my business,” Curtis says.

When looking to buy a new roaster or other equipment, working with a distributor can be a smart investment. Roasters can benefit from their extensive knowledge of a variety of products, quality customer service, and a number of additional perks – including ongoing support and training. 

At the same time, purchasing machinery from a distributor can help roasters focus more on their businesses – helping them to scale and grow successfully.

Enjoyed this? Then read our article on what coffee roasters learned from the pandemic.

Photo credits: First Crack, Typhoon Roasters

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Please note: First Crack is a sponsor of Perfect Daily Grind.

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