Exploring the Roots, Values, and Craft of Vancouver Island’s Finest Roaster
A Journey Rooted in Community and Craft
Tofino Coffee Roasting’s story began over a decade ago with a local coffee enthusiast who planted the seeds of what would become a thriving roastery. Jesse-Ray and his partner, Nicole, took over the business after moving to Tofino about 10 years ago, each bringing unique talents and experiences to the table. Jesse-Ray, a trained chef with a background in fine dining, and Nicole, with her expertise in coffee from working as a barista, gradually transitioned into full ownership of the roastery.
Reflecting on their journey, Jesse-Ray shared, “We’ve learned so much about running a small business and the coffee industry over the years. Our focus has always been on growing towards the specialty coffee side of things, with an emphasis on roasting high-quality coffees with care.”
Core Values That Drive a Passion for Coffee
For Tofino Coffee Roasting, the connections they build—both locally and globally—are at the heart of everything they do. Jesse-Ray emphasized the importance of these relationships: “We value long-term partnerships with the coffee producers we work with. Our close friend, Billy McMillan at Common Goal Coffee, has been a key figure in keeping us connected with growers and ensuring we offer the highest quality coffee possible.”
These values shine through in every cup. From sourcing beans directly from producers to gently roasting them to preserve their natural flavours, Tofino Coffee Roasting’s approach celebrates the artistry and care that goes into producing exceptional coffee. They focus on light and medium-light roasts to highlight the intrinsic sweetness and balanced acidity that make each variety special.
Nature as a Daily Source of Inspiration
Tofino’s wild, natural beauty plays a major role in shaping the company’s ethos. Jesse-Ray described how their location influences both their personal and professional lives: “Our connection to nature here on the West Coast gives us daily inspiration. It reminds us that balance is key, not just in work and life, but in how we approach coffee roasting as well.”
This respect for nature also translates to an understanding of the environmental factors that impact coffee production. “The environment in which coffee grows is everything. From the soil to the humans who nurture the plants, we’re deeply aware of the delicate balance that sustains the coffee ecosystem.”
A Chef’s Approach to Roasting
Jesse-Ray’s background in fine dining and classical French cuisine brings a unique touch to Tofino Coffee Roasting. “As coffee roasters, we’re in the business of flavor, and I draw on my culinary training to guide my approach. It’s about using all your senses and respecting the product. Coffee, like great food, is complex and nuanced, and our goal is to highlight the work that the producers have already done at the origin.”
With this philosophy in mind, Tofino Coffee Roasting takes a hands-off approach during the roasting process, allowing the natural flavors to shine without overpowering them. “We don’t want to mask the work of the growers with heavy roasting. Our job is to showcase the coffee’s sweetness, clean acidity, and complexity.”
Commitment to Sustainability and Innovation
Sustainability is more than a buzzword for Tofino Coffee Roasting—it’s a core value. The company recently invested in a Loring Smart Roaster, known for its energy efficiency and lower emissions, aligning with their commitment to environmentally responsible practices. Looking to the future, they’re also exploring eco-friendly packaging solutions, a complex but important next step in their journey toward greater sustainability.
A Coffee That Represents Tofino
If there’s one coffee that encapsulates the essence of Tofino Coffee Roasting, it’s their washed Caturra from Ricardo Zelaya’s Puerta Verde farm in Antigua, Guatemala. “This micro lot is everything we love about Central American coffee—clean, sweet, and complex,” Jesse-Ray explained. Chosen personally on a recent trip to Antigua, this coffee speaks to the roastery’s dedication to finding the best beans from trusted producers.
What’s Next for Tofino Coffee Roasting?
Tofino Coffee Roasting is always evolving. One exciting initiative on the horizon is the introduction of in-person workshops at their roastery. These sessions will give local coffee enthusiasts a chance to learn more about everything from coffee farming to brewing techniques.
On a global scale, Jesse-Ray and his team are gearing up for future trips to coffee-growing regions such as Colombia, Brazil, and Peru. These visits will deepen their relationships with farmers and further their understanding of the processes that bring the world’s best coffee to our cups.
“We’re always looking for ways to improve, whether it’s through learning more about how coffee is grown or refining our processes here in the roastery,” Jesse-Ray shared. “We’re excited about the future and about continuing to share our passion for coffee with our community.”