Great news, roasters—San Franciscan Roaster Co. showed up in full color at the Specialty Coffee Expo in Houston, and we didn’t come quietly.

Before the show even kicked off, we were buzzing to announce that we’d be at Booth #731 with a live pour-over bar, two stunning roasters on display, and an all-star lineup of coffee roasted on San Franciscans. And from the moment the doors opened, it was clear: the energy, the passion, the people—it was going to be a weekend to remember.

Pre-Game Hype: What We Brought to the Floor

We rolled in with serious hardware and a splash of style: a lollipop-red SF-1 and a brand-new “Smurftastic” blue SF-25—our boldest powder-coat color yet. But this wasn’t just about looks. We invited attendees to see these machines in action and taste coffees roasted on San Franciscans by some of our favorite clients, including:

• Fin + Field Coffee
• RHQ Dallas
• Purefi Coffee
• Treeline Coffee
• Fetch Coffee Roasters / Mostra
• Avoca Coffee

Whether you came by to check out the builds, ask about roast profiles, or just sip something amazing—we were stoked to connect with roasters from around the world.

The Main Event: Coffee, Gear, and Global Buzz

Held April 25–27, 2025 at Houston’s George R. Brown Convention Center, the Specialty Coffee Expo drew over 17,000 coffee professionals from 89 countries, with 649 exhibitors representing every corner of the industry. And this year carried extra weight—it’s the last expo under the current name before rebranding to World of Coffee in 2026.

At Booth #731, we spent three jam-packed days chatting with small-batch newcomers, mid-size cafés, and seasoned roasteries all looking to scale up or fine-tune their craft. Our SF-25 drew a crowd for its proven versatility and power, while the SF-1 turned heads for its precision in smaller batch roasting. As always, people told us they loved the control our roasters give them—no over-automation, just craftsmanship.

We also got to witness roasting greatness firsthand. France’s Mikaël Portannier took home the World Coffee Roasting Championship, showcasing the kind of mastery that inspires us all to tweak that next batch just a little tighter.

Over at the Cupping Exchange, roasters sipped their way through some game-changing beans (we’re still dreaming about those wild Ethiopian naturals). And don’t get us started on the workshops—sessions like “Past Crop Profiling” and “Roast Revolution” lit up notebooks and sparked booth conversations all weekend long.

San Franciscan Roasters Shine at the U.S. Cup Tasters Championship

A huge shoutout to two powerhouse roasters who made us proud at the 2025 U.S. Cup Tasters Championship, held May 8–10 at The 2nd Street Studio in Rogers, Arkansas, and hosted by the incredible team at Onyx Coffee Lab. This high-stakes competition tested the sensory skills of some of the country’s sharpest palates through triangulation challenges—identifying the odd cup out from sets of three.

Congratulations to Steve Cuevas (@dreadfullvegan) and Ryan Sullivan of Mostra Coffee (@rydasully) for placing among the top contenders! Their performance wasn’t just about bragging rights—it was a showcase of precision, discipline, and the kind of sensory mastery that defines elite coffee professionals. Both roast on San Franciscan machines, and their success is a powerful reminder of what happens when skill meets craft-built tools. We’re incredibly proud to have them in the San Franciscan family.

Gear Spotlight: Where Craftsmanship Meets Innovation

This year’s expo was a tech-lover’s playground. Our American-built SF-25 and SF-1 proudly stood out with their timeless build, hands-on controls, and legendary longevity. Roasters told us it felt like driving a classic stick shift after trying out some of the more automated options—precision you can feel.

The Big Conversations: Women in Roasting & Cost Pressures

This year, the IWCA Breakfast (shoutout to the International Women’s Coffee Alliance) spotlighted something close to our hearts: the need for more women in roasting. It’s still a male-heavy field, and we’re all for shaking that up. More diverse perspectives make for better coffee—period. If you’re in a position to mentor, now’s the time.

Another hot topic? Price pressures. According to Daily Coffee News, roasters are adjusting prices across the board to keep up with rising green coffee costs. With inflation in the mix, maintaining margins is mission-critical. Your San Franciscan roaster will hold strong for decades—but sourcing quality beans? That’s where you can’t afford to cut corners.

What’s Next?

We’re already looking forward to the next big thing: World of Coffee San Diego in 2026. If Houston was the closing chapter, San Diego will be a bold new beginning for US roasters and coffee pros to shine on a global stage.

In the meantime, we want to hear from you. If you bought a roaster, tasted something at our booth that changed your mind about coffee, or just wanna show us your latest roast curves—drop us a line.

Here’s to the craft, the community, and a whole lot of coffee. See you at the next roast!