After years of requests from aspiring coffee entrepreneurs, Clear Lake Coffee Roasters founder Zach J. Stachon releases the definitive guide to building a profitable specialty coffee roasting business.

The Long-Awaited Release: The Coffee Roaster's Playbook is Finally Here

After years of requests from aspiring coffee entrepreneurs, Clear Lake Coffee Roasters founder Zach J. Stachon releases the definitive guide to building a profitable specialty coffee roasting business

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Clear Lake, Iowa – December 13, 2024 – Today marks the official release of The Coffee Roaster's Playbook: How to Create, Launch and Grow a Profitable Specialty Coffee Brand in the Contemporary Market by Zach J. Stachon, owner and operator of the five-time award-winning Clear Lake Coffee Roasters.

For years, aspiring coffee roasters and entrepreneurs have been asking Zach the same questions: How did you build Clear Lake Coffee Roasters from a passionate startup into Iowa's #1 small-batch roaster? What mistakes did you make that others could avoid? What does it really take to succeed in the crowded specialty coffee market?

Today, those questions are finally answered in comprehensive detail.

More Than Just Another Coffee Book

The specialty coffee industry doesn't lack for books about coffee. There are technical manuals on roasting science, coffee table books celebrating origin stories, and guides to brewing the perfect cup. But there's been a critical gap in the literature—a practical, comprehensive playbook that bridges the divide between loving coffee and building a sustainable business around it.

The Coffee Roaster's Playbook fills that gap.

"I wrote the book I wish had existed when I started Clear Lake Coffee Roasters in 2014," Zach explains. "There's so much knowledge scattered across the industry—some of it locked in expensive courses, some shared informally between roasters, and some learned only through costly mistakes. I wanted to consolidate that knowledge into a single resource that takes someone from 'I love coffee and want to start a business' to 'I have a profitable, growing coffee brand.'"

What Makes This Book Different

Unlike academic texts focused purely on roasting technique or business books that ignore coffee-specific realities, The Coffee Roaster's Playbook integrates both craft and commerce throughout its ten chapters and three comprehensive sections.

Part I: Understanding the Coffee Marketplace establishes foundational knowledge about coffee history, the three waves of coffee, contemporary market dynamics, brand identity development, and business planning specifically for coffee roasters. These opening chapters ensure readers understand the landscape they're entering and how to position themselves strategically.

Part II: Growing the Business Sustainably dives deep into operations—sourcing green coffee beans from ethical suppliers, selecting appropriate roasting and processing equipment without overspending, and mastering the roasting process itself. These chapters combine technical knowledge with practical business considerations that books focused solely on roasting craft typically ignore.

Part III: Almost Everything Post-Roast addresses the critical elements that determine long-term success: maintaining consistent roast profiles across batches, delivering exceptional customer service in the consumer-packaged goods sector, standing out in an increasingly crowded marketplace, and educating customers on proper storage and brewing techniques.

"The title 'Playbook' is intentional," Zach notes. "This isn't meant to sit on a shelf looking impressive. It's a working document—a strategic guide you return to repeatedly as you encounter different challenges at different stages of building your business."

Written from Real-World Experience

What gives The Coffee Roaster's Playbook its unique authority is that it's written from the trenches of actually building a successful specialty coffee business—not from academic theory or consulting observation.

Since founding Clear Lake Coffee Roasters in 2014, Zach has:

• Built the company from a passionate startup into Iowa's #1 small-batch coffee roaster five years running (2018-2022)
• Established retail distribution in major regional chains including Hy-Vee, Fareway Grocery, and Gateway Market
• Accumulated over 4,600 five-star customer reviews through unwavering commitment to quality
• Developed direct trade relationships with Cup of Excellence producers representing the top 2% of global coffee production
• Created innovative just-in-time logistics delivering coffee twelve times fresher than typical retail offerings
• Navigated the challenges of equipment selection, facility planning, brand development, and scaling operations
• Built a loyal customer base through exceptional product quality and customer service

Every recommendation in the book is grounded in this real-world experience—the wins and the mistakes, the surprises and the challenges, the strategies that worked and those that didn't.

"I've made every mistake possible in this business," Zach laughs. "I've purchased equipment that didn't fit my needs. I've made sourcing decisions I regretted. I've launched marketing campaigns that flopped. But I've also figured out what works—how to source exceptional coffee ethically, how to roast it consistently, how to build a brand that stands out, and how to create customer experiences that generate loyalty and referrals. This book shares all of it."

Not Just What, But Why and How

One of the book's distinctive features is its integration of strategic thinking with tactical execution. Each chapter doesn't just explain what to do—it explains why it matters and provides specific frameworks for how to do it.

For example, the chapter on brand identity doesn't just say "develop a strong brand." It walks through:

• Understanding what brand identity really means beyond logos and colors
• Defining your target customer with precision
• Establishing brand foundation through positioning statements and values
• Crafting visual identity systematically, from mood boards through final logo selection
• Developing verbal identity including naming, tagline, and tone of voice
• Creating packaging that functions as brand expression
• Building consistency across all customer touchpoints
• Knowing when and how to evolve your brand over time

This depth and specificity extends throughout the book. The sourcing chapter doesn't just recommend "buy good coffee"—it explains terroir and regional characteristics, processing methods and their flavor impacts, different sourcing models and their tradeoffs, quality evaluation protocols, purchasing negotiations, storage and inventory management, and ethical sourcing considerations.

"I wanted every chapter to be immediately actionable," Zach explains. "Readers shouldn't finish a chapter thinking 'That was interesting' and then wonder what to actually do. They should finish with a clear understanding of the decisions they need to make and frameworks for making those decisions wisely."

Addressing the Hard Questions

The book doesn't shy away from difficult topics that many coffee books ignore.

Chapter 3's business planning section includes frank discussions about financial realities—startup costs that aspiring roasters typically underestimate, operating expenses and their impact on cash flow, realistic timelines to profitability, and creating financial projections grounded in reality rather than optimism.

The chapter on standing out in crowded markets acknowledges uncomfortable truths: that product quality alone rarely creates sustainable differentiation in specialty coffee, that most roasters are competing in fundamentally similar ways, and that breaking through requires strategic positioning, compelling storytelling, and exceptional customer experience—not just exceptional coffee.

"Too many coffee books romanticize the industry without addressing its challenges," Zach observes. "Yes, coffee is beautiful and connecting with producers is meaningful and roasting is both art and science. But it's also a competitive business with tight margins, supply chain complexities, and operational challenges. Aspiring roasters deserve honesty about both the opportunities and the obstacles."

Beyond the Book: Ongoing Support

Recognizing that reading about coffee roasting and actually launching a business are vastly different challenges, Zach has created a comprehensive coaching program for readers who want personalized guidance as they apply the book's principles to their specific situations.

The Coffee Roaster Coaching Program provides ten weeks of intensive one-on-one support via scheduled video calls and unlimited messaging, covering everything from equipment selection and sourcing relationships to brand development and customer acquisition. The program is offered at an introductory price of $699—a fraction of the cost of a single piece of roasting equipment and exponentially less than the mistakes it helps participants avoid.

"The book provides the roadmap, but coaching provides turn-by-turn navigation for your specific journey," Zach explains. "Every aspiring roaster faces unique circumstances—different markets, different resources, different strengths and constraints. Coaching allows me to help people adapt these principles to their reality and troubleshoot challenges as they arise."

The book includes complete information about the coaching program, along with extensive additional resources for continued learning—industry organizations, essential books, online platforms, importers, equipment manufacturers, and more.

Who This Book Is For

The Coffee Roaster's Playbook is designed specifically for:

• Aspiring roasters who love coffee and dream of turning that passion into a business but don't know where to start
• Home roasters ready to go professional but unsure how to make that transition
• Café owners looking to control their supply chain by roasting their own coffee
• Early-stage roasters who have launched but struggle with operations, marketing, or profitability
• Coffee professionals considering entrepreneurship but wanting to understand the complete business before taking the leap
• Entrepreneurs drawn to the specialty coffee sector who need deep industry knowledge to succeed

"If you're serious about building a coffee roasting business—not just dabbling in it as a hobby, but actually creating something profitable and sustainable—this book is for you," Zach says. "It assumes you're willing to work hard, think strategically, and commit to both craft excellence and business discipline. Those are the people I wrote it for."

Early Praise for The Coffee Roaster's Playbook

Advance readers from across the coffee industry have praised the book's comprehensive scope and practical approach:

"Finally, a coffee book that treats roasting as a business, not just a craft. Zach bridges the gap between passion and profit better than anything I've read." – Specialty coffee roaster, Pacific Northwest

"The chapter on customer service alone is worth the price of the book. This is knowledge you typically only get from years of expensive mistakes." – Direct-to-consumer coffee founder, Colorado

"I wish this book had existed when I started. It would have saved me thousands of dollars and at least two years of trial and error." – Coffee roastery owner, Texas

"The most comprehensive resource for aspiring coffee entrepreneurs I've encountered. It's simultaneously inspiring and realistic—exactly what new roasters need." – Coffee industry consultant, New York

A Book Born from Community

The creation of The Coffee Roaster's Playbook reflects Zach's broader commitment to elevating the specialty coffee industry by empowering more roasters to build businesses grounded in quality, ethics, and sound practices.

"I believe the coffee industry thrives when more people enter it with proper knowledge," Zach explains. "When roasters understand how to source ethically, operate sustainably, and serve customers exceptionally, everyone benefits—producers receive better prices, consumers enjoy better coffee, and the coffee community grows stronger."

This philosophy extends throughout Clear Lake Coffee Roasters' operations. The company works exclusively with Cup of Excellence producers, ensuring farmers receive premium prices for exceptional coffee. They maintain unprecedented transparency about sourcing and pricing. They educate customers extensively about coffee appreciation, proper storage, and brewing techniques. And they support community causes including AdoptAClassroom.org, demonstrating commitment to giving back beyond the coffee supply chain.

"Clear Lake Coffee Roasters is what happens when you combine craft excellence with business discipline and ethical commitment," Zach says. "This book explains how to build that kind of business—one that's profitable, sustainable, and positive in its impact on everyone it touches."

Availability and Formats

The Coffee Roaster's Playbook: How to Create, Launch and Grow a Profitable Specialty Coffee Brand in the Contemporary Market is available now in digital format, with print editions forthcoming.

The book spans approximately 100 pages organized into ten comprehensive chapters plus introduction, coaching program details, additional resources, and author biography. At nearly 100,000 words, it represents the most thorough guide to building a specialty coffee roasting business currently available.

Looking Ahead

The release of The Coffee Roaster's Playbook marks the beginning, not the end, of Zach's commitment to coffee education and entrepreneurship support.

"This book captures everything I've learned in a decade of building Clear Lake Coffee Roasters," Zach reflects. "But the coffee industry continues evolving—new processing methods, changing consumer preferences, emerging origins, sustainability innovations. I'm committed to continuing to learn, share knowledge, and support the next generation of coffee entrepreneurs through coaching, writing, and community engagement."

For aspiring roasters who have dreamed of building their own specialty coffee businesses, the wait is over. The playbook has arrived.

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About Clear Lake Coffee Roasters

Founded in 2014, Clear Lake Coffee Roasters is an award-winning specialty coffee company based in Clear Lake, Iowa. Recognized as Iowa's #1 small-batch coffee roaster five years running (2018-2022), the company sources exclusively from Cup of Excellence producers representing the top 2% of global coffee production. With over 4,600 five-star reviews and distribution in regional chains including Hy-Vee, Fareway Grocery, and Gateway Market, Clear Lake Coffee Roasters demonstrates that uncompromising quality and ethical sourcing can build a profitable, sustainable specialty coffee business. The company has been featured on Good Morning America, Food Network, CNBC, and in publications including Entrepreneur, USA Today, and Food & Wine Magazine.

Location: 311 Main Avenue, Clear Lake, IA 50428

Contact: clearlakecoffeeroasters@gmail.com

Website: clearlakecoffeeroasters.com

Social Media:

• Instagram: @clearlakecoffeeroasters
• Facebook: /ClearLakeCoffeeRoasters
• Twitter: @clearlakecoffe1

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About the Author

Zach J. Stachon is the founder and owner of Clear Lake Coffee Roasters. Since 2014, he has built the company into one of Iowa's premier specialty coffee roasters through unwavering commitment to quality, ethical sourcing, and customer experience. His approach combines deep coffee knowledge with business acumen, resulting in a profitable company that demonstrates specialty coffee's viability beyond major metropolitan markets. Zach is passionate about sharing knowledge with aspiring coffee entrepreneurs and elevating the entire specialty coffee industry through education and support.

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Media Inquiries

For review copies, interview requests, or additional information, please contact:

Email: clearlakecoffeeroasters@gmail.com Subject: Media Inquiry - The Coffee Roaster's Playbook

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For Aspiring Coffee Roasters

To learn more about The Coffee Roaster's Playbook or inquire about the Coffee Roaster Coaching Program, visit clearlakecoffeeroasters.com or email clearlakecoffeeroasters@gmail.com with subject line "Coffee Roaster Coaching Program."

Your coffee journey begins here. The playbook awaits.

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"Good ideas start with coffee. Great coffee businesses start with a plan."
– Zach J. Stachon, The Coffee Roaster's Playbook