⏱ 1 min read
The Short Version
Ian Goodman built a successful coffee roastery by prioritizing relationships over profit, shifting beans to Nicaragua based on trust rather than cost. Specialty coffee’s true value lies in the people behind the beans, not just bean scores.
In This Article
Time to spill: Specialty coffee isn’t about bean scores or bean bags. It’s about the people who grow, roast, and serve it. Ian Goodman, co-owner of Goodman Coffee Roasters, knows this better than most. For 28 years, he’s built a business on the belief that coffee’s value lies in the hands that grow it—not the ones that sell it. “Coffee is only fantastic because of the work farmers put into it,” he says. That mantra has kept his roastery afloat as green coffee prices hit $4.41/lb and tariffs gutted margins.
“When both parties are vested in mutual success, everyone can benefit.”
The Cost of Doing Business
Rising costs have forced roasters to pivot. Tariffs on Brazilian coffee, the world’s largest producer, spiked by 50% in 2025. Smaller roasters, lacking the scale to absorb shocks, scrambled to renegotiate deals or cut corners. Goodman, however, doubled down on relationships. “When both parties are vested in mutual success, everyone can benefit,” he explains. This philosophy meant shifting nearly 100 bags of Brazilian coffee to Nicaragua, a gamble justified by years of trust.
The Human Thread
Specialty coffee’s magic isn’t in data points—it’s in the stories behind the beans. Filmmaker Davy Granberry learned this firsthand while documenting coffee farms in Colombia. “Seeing people’s faces draws you in,” he says. That human connection is what turns buyers into advocates. For Goodman, it’s about transparency: showing customers the people behind their cup, the risks roasters take, and the stakes for growers. “If you want to make an impact, you need to see producers as allies,” says Sofia Cuadros of Unblended Coffee Company.
“When both parties are vested in mutual success, everyone can benefit.”
How do roasters balance profit with purpose without burning out?
Questions & Answers
How do roasters balance profit with purpose without burning out?
Roasters balance profit with purpose by prioritizing long-term relationships over short-term gains. Ian Goodman shifted coffee sources to Nicaragua based on trust, ensuring mutual success. This approach sustains both business and community, avoiding the burnout of cutting corners.
What role do relationships play in specialty coffee business?
Relationships are central to specialty coffee, driving both sustainability and success. Goodman built his roastery on trust with growers, weathering price spikes and tariffs. By valuing growers as allies, he created a resilient business model rooted in collaboration.
Why is transparency important for specialty coffee brands?
Transparency builds trust and connection. Specialty coffee brands like Goodman Coffee Roasters show customers the people behind their beans, highlighting risks and stakes for growers. This openness turns buyers into advocates, reinforcing the human story behind each cup.
Can small roasters compete with larger ones in specialty coffee?
Small roasters can compete by focusing on relationships and purpose. Goodman’s shift to Nicaragua, based on years of trust, proved that smaller players can thrive through collaboration. This approach allows them to weather market shocks and build loyal, values-driven communities.
Originally reported by Perfect Daily Grind.
