When you step inside a Mostra Coffee shop in San Diego today, it’s hard to imagine that the company’s origin story started with a cast-iron pan, a popcorn popper, and a lot of trial and error. Yet that’s exactly how co-founder Mike Arquines began his roasting journey — tinkering with green beans at home, documenting his experiments on a blog, and slowly discovering that coffee was more than just a caffeine fix to get through nursing school and long shifts in the kitchen.
Fast forward to 2020: Mostra Coffee was named Roast Magazine’s Micro Roaster of the Year, celebrated for both their award-winning coffees and their mission-driven approach to business.
On this episode of Coffee Roasting Legends, Mike sat down with host Bill Kennedy to share Mostra’s story — from unlikely beginnings, to setbacks and breakthroughs, to building a roastery that inspires both customers and coffee professionals.
Here’s their journey, and the lessons every roaster can take away.
A Creative Crew with “the Audacity” to Start
Mostra wasn’t born from a traditional coffee background. In fact, its founding team might sound more like the cast of a play than the board of a coffee company:
Mike: a chef by trade, with roots in nursing and a passion for experimenting with coffee roasting.
Bev: a professionally trained opera singer from the Boston Conservatory.
Sam: an Army veteran and medical professional.
Jeline: a Hollywood actress with a love for storytelling and performance.
“We joke that we were like a four-headed monster,” Mike said. “Not typical when you’re creating a coffee company — but it worked.”
What united them was a shared mission: to build something meaningful that could uplift Filipino coffee farmers and their communities, while creating a brand that expressed their creativity.
And how did they actually get started? With what Mike calls “the audacity” — the willingness to leap without knowing exactly how it would all work out.
A Mission That Shapes Everything
Mostra’s mantra — “Be the reason people see the goodness in humanity” — isn’t just a nice phrase on a wall. It’s how they train staff, approach customers, and remind themselves why they’re in business at all.
“It really comes down to being nice to people,” Mike explained. “By showing grace and gratitude, you don’t know what someone is battling internally. We believe you get what you put out in the universe.”
For Mostra, that also means sourcing coffee in a way that honors their Filipino roots. Although the Philippines was once the third-largest coffee producer in the world, its reputation faded over the decades. Mostra made it a core part of their mission to spotlight high-quality Philippine coffee — a move that not only differentiated their menu but also created direct impact for farmers and families back home.
For other roasters, the takeaway is clear: your mission should be more than words. It should shape sourcing, culture, and customer experience.
Losing by One Point — and Winning the Next Year
One of the most compelling parts of Mostra’s story is their journey to Roaster of the Year. After five years in business, they decided to apply — even though they still felt like the “new kids on the block.”
They made it to the top three finalists. But in the cupping portion, one defect cost them dearly. They lost… by a single point.
“We could have quit,” Mike admitted. “But instead we took that energy, learned from it, and came back stronger.”
The following year, they applied again. This time, they won.
That persistence became part of their DNA. As Mike’s partner Sam often says: “Have the audacity to do it.”
For other roasters, it’s a reminder that setbacks are part of the process — and sometimes the very thing that prepares you for success.
Pivoting Through a Pandemic
Winning Roaster of the Year was supposed to be a springboard. Instead, it coincided with the arrival of COVID-19.
Like many cafés and roasteries, Mostra faced the sudden closure of in-person channels. But rather than waiting it out, they pivoted fast:
- E-commerce took off, as people brewed more at home.
- They launched Zoom cupping sessions and virtual memberships, keeping the community engaged.
- They leaned on their team, who showed up with masks and courage to keep operations running.
“If you didn’t pivot in that time, you sank,” Mike said. “Thankfully, our staff and community gave us the energy to keep going.”
The lesson? Agility is as important as consistency. Whether it’s a pandemic, a supply chain shock, or shifting customer habits, roasters who adapt quickly survive and thrive.
Scaling Without Losing Soul
Mostra now has multiple cafés across San Diego, a cart at Petco Park, and partnerships with local sports teams and music venues. But growth hasn’t been without its challenges.
“The hardest part,” Mike explained, “is scaling with intention — growing without losing the soul of who you are.”
They’ve tackled that by:
- Maintaining strict systems: Their San Franciscan roasters, affectionately named Feli and Franny, get a full tear-down once or twice a month — the same level of care as day one.
- Building a strong production team: Roasters like Nick Berardi (who won the U.S. Roaster Championship) and others now carry the torch, freeing up founders to focus on strategic growth.
- Hiring “better than you”: As Mike put it, a successful roastery is built on trusting talented people and giving them room to grow.
Representing on the World Stage
In 2021, Mostra’s Nick Berardi represented the U.S. at the World Roasting Championships in Milan, placing 11th among 22 countries. For Mike, the highlight wasn’t just the competition — it was representing both the U.S. and Filipino farmers on a global level.
That moment underscored how far they’d come: from garage roasting to competing in Italy, all while staying true to their roots.
What Roasters Can Take Away
Mostra’s story is inspiring, but it’s also practical. Here are five lessons any roaster can apply:
- Write your mantra down and make it part of your hiring, training, and daily ops.
- Don’t fear early failure — it might be the feedback loop you need.
- Tighten your systems — monthly maintenance, clear processes, team accountability.
- Create community programs (memberships, virtual cuppings, events) that build loyalty beyond the café.
- Scale with soul — if growth threatens your mission, rethink your approach.
Closing Words
Mike’s advice is simple but powerful: “Every day, try to be 1% better. Be the reason people see the goodness in humanity.”
For Mostra Coffee, that philosophy turned a group of unlikely founders into a nationally recognized roastery. For other roasters, it’s a reminder that grit, mission, and heart are just as important as beans and machines.
Useful Links
- Mostra's webpage is here: https://mostracoffee.com/
- Mostra roasts on the San Franciscan SF-25
Watch the full interview
