Most of the time, when we sit down for an episode of Coffee Roasting Legends, we’re catching up with people who’ve been at it for years—roasters with thousands of batches under their belts, lessons earned, and wisdom generously shared.
But this episode is different. This time, we’re meeting someone at the beginning.
Frank, co-founder of Marco Island Coffee Roasters in Florida, is standing right at the edge of launch—roaster warm, beans arriving, community waiting. Alongside his wife Morgan and a small, passionate team, Frank is setting out to build something meaningful: not just a café, but a place where quality and connection are roasted into every batch.
We caught up with Frank just days after he completed a one-on-one training session with U.S. Roasting Champion and San Franciscan Head of Education, Mark Michaelson. The takeaway? It’s possible to enter this industry with humility, precision, and heart—and maybe even help reshape a community in the process.
You can watch the video of our interview at the bottom of this article.
From Madison to Marco: Where the Dream Began
It started the way many good ideas do—with coffee and a stroller.
Back in Madison, Wisconsin, Frank and Morgan had just welcomed their daughter Dakota into the world. As part of their FMLA leave, they had ten precious weeks to be home together. Mornings often began with Frank walking down to Forward Craft & Coffee, a neighborhood spot just a few blocks away. It wasn’t just the lattes that drew them in. It was the warmth, the community, the care that went into every cup.
“Our friends and family would gather there,” Frank recalls. “It wasn’t just a coffee shop. It was something more.”
That experience stuck with them.
When the family relocated to Marco Island, Florida, they quickly noticed something was missing: there was no Forward-style café. No craft roaster dedicated to community, nuance, or storytelling. Just chains. Starbucks. Dunkin’. Predictable.
So they decided to create what they couldn’t find. Marco Island Coffee Roasters would be more than a business—it would be a beacon for connection, hospitality, and high-quality coffee.
A Roaster is Only as Good as Their Process
Even with the dream firmly in place, Frank knew he couldn’t just wing it. That’s why he turned to San Franciscan Roaster Co. and signed up for hands-on training with Mark Michaelson.
Their machine of choice? The SF-10—a handcrafted, American-made roaster built for consistency, control, and scalability.
Mark spent several days on-site, working with Frank and Morgan to dial in roast techniques, sensory evaluation, and the science behind replicability. And for Frank, it was an eye-opening experience.
“Mark didn’t just show us how to roast,” Frank said. “He showed us how to think.”
Together, they worked through batch after batch, focusing on:
- Setting a consistent charge temperature for predictability
- Using airflow and gas adjustment benchmarks at precise time and temperature markers
- Understanding rate of rise and heat momentum to better control flavor development
- Tying cupping feedback directly back into roasting decisions
One of Frank’s key takeaways? A batch isn’t complete until it’s cupped.
“Cupping is the final word. It’s the only way to know if the roast truly delivered.”
Honoring the Bean—and the People Behind It
That attention to detail doesn’t just serve the cup—it honors the entire chain of production.
Frank is clear-eyed about the responsibility that comes with roasting specialty coffee. It’s not just about turning green beans brown. It’s about respecting the farmers, the pickers, the exporters—the people who make great coffee possible in the first place.
“Just because you’re buying a top-grade Colombian doesn’t mean it’ll shine on its own,” Frank said. “It’s my job to unlock its potential. I don’t want to shortchange that farmer’s work.”
It’s a mindset that resonates deeply with the San Franciscan team—and one that Mark Michaelson champions in every training.
Looking Forward: A Roastery With Purpose
Marco Island Coffee Roasters isn’t open yet—but you wouldn’t know it by the energy in the room.
They’ve got their SF-10 humming. They’ve sourced exceptional coffees (including through Cafe Imports, whose flexible shipping and transparency have helped jumpstart the supply chain). And their training is ongoing—even if their doors aren’t.
Frank and Morgan have also formed a partnership with their next-door neighbors at The Borough, a fast-casual restaurant and bar. Together, the two businesses aim to create a vibrant community hub offering breakfast, lunch, dinner—and now, craft coffee roasted just feet away.
Looking ahead, the team has big plans:
- Launch retail operations in Marco Island by late summer
- Grow wholesale accounts with local restaurants and cafés
- Build a passionate, well-trained team rooted in hospitality and quality
- Possibly scale up from an SF-10 to a larger machine as volume increases
But it all starts with one thing: never cutting corners on quality.
“We’ve said from day one—profit can’t come at the cost of quality,” Frank said. “The cup has to come first.”
Culture Over Coffee Snobbery
One of the most refreshing aspects of this episode is how much Frank cares about people—his team, his customers, his community.
He’s aware of the elitism that sometimes creeps into coffee culture and is working hard to build something different. That means no snobbery, no condescension—just genuine care.
“We want our shop to run by the golden rule. Treat people the way you’d want to be treated. If we do that, the rest will follow.”
That spirit will likely be felt not just in the service, but in the entire atmosphere of Marco Island Coffee Roasters.
A Rare Glimpse at Day One
As host Bill Kennedy said in the episode, most people get interviewed after they’ve succeeded.
This conversation offers something far more rare: a window into the beginning.
Frank’s not reminiscing—he’s planning. He’s learning. He’s preparing to serve his first customer and hopefully, keep that customer for life.
We’ll be checking in again a year from now to see how the journey unfolds. But for now, we’re honored to be part of the first chapter.
Useful Links
- The Marco Island Coffee Roasters webpage is here: https://marcoislandcoffeeroasters.com
- The roaster in the background of the interview is the SF-10
Here is the full interview
