Martin Löfberg: Coffee Insurrection Hero Chapter #28

Published by Tanya in Coffee Insurrection Hero · 14 October 2021
Tags: MartinLöfberg, EraofWe, Sweden, Interview

1- Introduce yourself: who are you, where are you from, where do you work and what’s your job.

I´m Martin Löfberg, a passionated coffee lover and Chair of Era of We. I live in Sweden, one of the most coffee thirsty nations in the world, but I also travel a lot in countries where coffee is farmed.

2- When and why did coffee become important to you?

I was born into it as the 4th generation coffee roaster, so I sort of have coffee in my veins. I have spent the last decade plus working with coffee farmers across the major coffee producing nations in South and Central America, East Africa and Asia. Getting to meet and have direct contact with thousands of farmers raise my interest day by day.

3- Do you remember the first coffee you had that was more than “just a cup of coffee”?

I believe it was in my early 20s. A sunny, cold day on a snowy mountain, far far up north Sweden. The coffee was boiled in a kettle over an open fire, a kind of ceremonial moment. As we gathered around the fire and looked out over wide horizons the coffee aromas and taste completed a fantastic moment. It wouldn´t have been the same without that cup.

4- What’s your favorite thing about going to work in the morning?

Not knowing how the day will look like, except having the opportunity to cup 300 cups every day from more than 20-countries throughout the year being part of the purchasing team at Löfbergs Group, the first coffee roaster on Era of We.

5 - What’s your favorite brewing method and why?

Boiled in a kettle over open fire in nature is for sure one, where all senses and taste impressions blend into an outstanding experience. Or filter brew, always a perfect choice that brings out the aromas and taste in a good way.

6 - Which is the best coffee you ever tasted?

As impossible to answer as “which of your children do you love the most?” I would say that every coffee country and region have its pearls.

7- Is there a country of origin that you tend to favor coffee from? Why?

Like I said, my experience is that every country and region have its pearls. One advice is to look a bit extra for the countries that do it’s outmost to preserve the richness of flavours, performing vast variety of processes and that strive for perfection and improvements. High density beans from high elevations are usually a safe area.

8- Suggest us a roastery to check (not the one you working at/you use at work).

Tough to pick one but walking down memory lane I would raise Cafeteo in San Pedro Sula, Honduras, as personal favourite. Meraki in Santa Rosa, Honduras, is another one which also left me completely satisfied.

9- What’s the most important things you’ve learnt while working in the business?

Probably that coffee is the strongest link to Mother Nature and the importance of long healthy relationships. And that the coffee industry faces some real challenges that we must solve together. One is the imbalance in the supply chain, and the current pricing mechanism, which makes it difficult for farmers to break even on the cost of production, leaving many struggling to survive. This is one thing we address in Era of We to create new value propositions that can better serve and empower estates.

10- How your work and the specialty coffee world are coping with Covid and the new challenges for hospitality?

At Löfbergs, we source all coffee directly from the producing countries and spend a lot of time travelling all the way to the farmer. This latter has not been possible during the pandemic, but technology enablers is coming strong enhancing the experience and possibilities to stay connected.

11- How do you see the specialty coffee scene in 10 years?

I am sure stronger relationships between farmers and consumers will be a distinct path, as well as stronger collaborations between likeminded entities that address global issues like climate change by thinking more circular.

12- Where do you see yourself in 10 years?

I´m still a passionated coffee lover exploring the vast spectrum of coffee from all around the world. Hopefully I will have the chance to join the 10th anniversary of Era of We, celebrating the platform benefited farmers, consumers as well as all other members of the coffee supply chain.

13- Any last word? Any tip or suggestion you wanna share with someone that want to start this path?

Check out the coffee lab on Era of We, a good hang out. And keep demanding to know more about your favourite cup. Transparency and high-quality products from healthier brands is the future of coffee.