Andrew Hetzel

In the 90′s, Mr. Hetzel started a retail marketing and training service company in Ann Arbor, Michigan. The company, then known as Videotronic North America, grew under his leadership to serve clients including: 3M, Aveda, Burger King, Brinker International, Calvin Klein, Hard Rock Cafes and Hotels, Hugo Boss, P&G, Skechers USA and Sears.

Selling that first venture in 2001, he relocated to Los Angeles and formed CafeMakers to pursue a lifelong personal interest in coffee. He quickly demonstrated proficiency as an marketer and educator, later developing a solid industry reputation as a coffee buyer.

Mr. Hetzel has since designed and developed operations, established green coffee buying, quality and roasting protocols and created brand marketing strategies for a diverse range of specialty coffee clientele in North America and rapidly emerging consumer markets of Asia, Eastern Europe and the Middle East.

Mr. Hetzel is a licensed coffee Q Grader, R Grader and program instructor for the Coffee Quality Institute, an instructor for the Specialty Coffee Association of America and was a member of the Board of Advisors for World Coffee Events Ltd., which operates the world's preeminent coffee competitions in more than 60 countries from 2008-2012.

In recent years, he has judged numerous competitive events, including national-level coffee championships in the USA, India, Russia, Sweden, Singapore, UAE and Brazil, where he participated as a member of the 2010 Cup of Excellence Jury.

Mr. Hetzel has been quoted in press coverage by international business and consumer media, including Time Magazine, CNN, the Associated Press, the New York Times, MSNBC, BusinessWeek, Fortune Magazine and was featured by the James Beard Foundation for his work as a coffee taster and buyer.

In 2005, he relocated to the Island of Hawaii, which is his home base for consulting and training operations worldwide.