A Roasting Room Chat with Rory
Roasting coffee is equal parts art, science, and heart—and no one embodies that better than Rory, one of the lead roasters at Carmel Valley Coffee Roasting Co. Since first stepping into the craft two decades ago, Rory has developed a deep appreciation for the nuances in every bean and every batch. From working with our beloved vintage roaster “Big Vinny” to sharing his insights on organic farming and flavor discovery, Rory brings both expertise and passion to the process. We sat down with him to talk about his journey, what inspires him, and the behind-the-scenes magic that goes into every roast.
You’ve been with Carmel Valley Coffee Roasting Co. for some time now. How long have you been roasting, and what first sparked your interest?
Rory: I first stepped into roasting back in 2004 as an apprentice, and have been working at Carmel Valley Coffee Roasting Co. since 2016. What hooked me was the way roasting demands presence of mind—you have to be fully aware of what you’re tasting, open to the nuances, and able to articulate those differences. Learning how to taste and developing discernment takes time, and each session in the roastery teaches you something new.
Big Vinny has become a bit of a character around here. What do you love most about working with our vintage roasting machine?
Rory: Vinny is a real workhorse—built in the 1940s, he’s lived multiple lives and roasted well over a million pounds of coffee. Keeping him running is part of the joy. There’s a rhythm and personality to that machine that you just don’t get with modern equipment.
Roasting is part science, part intuition. How would you describe your approach when you’re at the controls?
Rory: It’s a balance. You lean on science for consistency, but intuition tells you when to make small adjustments. With organics, which we exclusively source, the process matters even more. On the farm level, organic practices protect not only the beans but also the environment and the communities that grow them. What we taste in the cup reflects that.
Do you have a favorite roast memory—a standout batch, a new discovery, or even a funny moment with Big Vinny?
Rory: I’ll never forget the first time a customer took a sip of a coffee I just roasted and turned around and asked me if I had put blueberries in their cup. That moment of recognition that coffee can taste so distinctly of something beyond “coffee” is special. It’s when people realize what they want their coffee experience to be.
Coffee roasting is such a behind-the-scenes art. What’s something you wish more people knew about the process?
Rory: That coffee is an agricultural product, and it’s constantly changing. It’s one of the world’s top commodities—basically a form of currency—and my responsibility as a roaster is to bring out the best in it. Consistency and quality are the goal, but that has to happen while the product itself is evolving with every harvest.
From our lineup, do you have a current favorite roast?
Rory: I keep coming back to Ethiopian coffees. They’re consistently delicious, vibrant, and complex—and it feels fitting since Ethiopia is the birthplace of coffee.
When you’re not in the roastery, what’s your favorite way to brew coffee at home?
Rory: Pour-over is my go-to because it gives me control over dosage and clarity in the cup. But I also enjoy a Moka Pot, Chemex, or French Press depending on the mood. Espresso is my favorite, though—it’s tough to recreate the feeling of going to a café to get one, but espresso comes close.
Looking ahead, what excites you most about where organic coffee and roasting are headed for Carmel Valley Coffee Roasting Co.?
Rory: I’m excited by the growing appreciation for organics—not just for the health or flavor benefits, but for the impact it has on farming communities and the environment. As we continue to grow, I look forward to exploring how we can push quality and sustainability even further while still honoring the craft of roasting and making sure there is a throughline from where the coffee bean is picked to the customers cup.
At Carmel Valley Coffee Roasting Co., we believe every cup tells a story - from the farms where our beans are grown to the roastery where Rory and Big Vinny bring them to life. Next time you sip your favorite blend, take a moment to notice the care, craft, and passion that go into every roast. Here’s to celebrating coffee not just as a drink, but as a daily ritual that connects us all.
