ABOUT COFFEE HEROES

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, Bjorg Brend Laird, I co-founded Coffee Heroes Consulting.

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.

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

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