STEVEN LEE,
DIRector OF COFFEE, QUALITY & STANDARDS:

I teach coffee. From the bar to the roaster to the cupping table—thirty years of it. It started in 1996 at Peet’s Coffee in the Bay Area, first as a barista, then in their Training and Education Department.

From there, I helped open the Roasting and QC Department at Intelligentsia’s Los Angeles Roasting Works. At Groundwork Coffee, I ran quality and education. At Linea Caffe in San Francisco, I served as COO—building systems, organizing workflow, and planning for growth across retail and wholesale. In South Korea, as Director of Coffee for SPC Group, I oversaw green buying, built direct relationships with growers, and wrote the educational programs that held it all together.

At Coffee Heroes Solutions, I work with IMF roaster clients across North America—helping them get their machines dialed in, their quality on track, and their teams trained.

Email: steven@coffeeheroes.co

ANDREA COSTA,
BUSINESS DEVELOPMENT DIRECTOR:

I help coffee businesses find the right solution. That starts with a lot of questions.

Like many people in coffee, my career started accidentally—and turned into fifteen years across roasted coffee, green coffee, wholesale, and water for coffee. I started at Equal Exchange in New England, selling on quality and ethics to buyers who pushed back hard.

Then west to Atlas Coffee Importers in Seattle, expanding their reach to the east coast and joining the annual cupping competition in Honduras. From there, wholesale consulting—sitting across from roasters of every size, learning what moves a business forward and what slows it down. Most recently, Third Wave Water, talking to roasters every day about what they actually want in the cup.

That’s a lot of conversations. A lot of questions. A lot of businesses at different stages, with different goals and different problems.

My goal is simple: ask the right questions, find the right fit, and help you build a business that works for you.

Email: andrea@coffeeheroes.co

JOHN PARRY LAIRD:

I build things. Coffee businesses, roasting facilities, technology—anything that brings ideas to life. My journey started 27 years ago when I moved from mechanical engineering into coffee roasting technology. It was the perfect fit for someone who loves systems, process, and, of course, great coffee.

Over the years, I’ve developed roasting technology, built my own roastery and café, and led multiple roasting operations. My hands-on experience spans everything from equipment design and emissions control development to energy efficiency.

I’ve learned what works—and what doesn’t.
In 2022, my family and I closed our roasting business, AKA Coffee, to take on new challenges. After launching and running Postscript in San Francisco, I realized my next step: helping others build their own coffee businesses. Alongside my wife and partner, Björg Brend Laird, I co-founded Coffee Heroes Solutions.

Now, I’m using my experience to help others build, improve, and grow.

Email: john@coffeeheroes.co

BJöRG BREND LAIRD:

I get things done. I’m not one to sit back and wait—I pick up the phone and make things happen. My results-driven approach even earned me the nickname “The Hammer”—a nod to my knack for keeping meetings on track and deadlines in check.

My coffee journey began in 1994, waiting tables at Café Europa 1989 in Copenhagen. I was fortunate to work alongside some of the industry’s best. After earning my journalism degree in 2005, I joined the Europa 1989 offices, where I quickly learned to juggle multiple roles. Over the years, I managed a wide range of projects. I produced Nordic Barista Cup, an annual three-day coffee event with 200 attendees. I copywrote and edited a sold-out cookbook, wrote reports on a B2B project in Bolivia, and organized the annual Nordic Roaster, a two-day roaster event with up to 100 attendees.

Alongside my husband and partner, John Parry Laird, I co-founded Coffee Heroes Solutions. Where John is a builder—of technology, operations, and businesses, I thrive in bringing structure, clarity, and support. Together, we make a strong team, combining technical expertise with organization and communication. This role feels like the perfect fit.

Helping others succeed has always been my goal, and now I get to do that every day.

Email: bjorg@coffeeheroes.co

THE REST OF THE TEAM:

Our team of coffee professionals brings a wealth of experience and specialized skills, covering various aspects of the coffee industry.

Email: contact@coffeeheroes.co