We’re excited to welcome Matt Hassell, US Sales Manager at Qima Coffee, to the ROEST brew bar at World of Coffee San Diego!
Matt will be brewing coffees from the Ecuador Farmer's Collection Auction.
Date: Saturday, April 11, 2026
Time: 1pm to 2pm
Location: Booth #3323
Matt Hassell, US Sales Manager at Qima Coffee
About Matt Hassell
With 17 years in the specialty coffee industry, I bring deep expertise in roasting, sourcing, and quality control, combimed with over 15,000 hours of combined sample and production roasting. I’ve held leadership roles including Head of Roasting and Quality Control at George Howell Coffee and Global Buyer and Head of Quality Control at Collaborative Coffee Source. I currently serve as US Sales Manager for Qima Coffee, connecting high-quality producers with markets across the country.
About Qima Coffee
Established in 2016, Qima Coffee is a leading international organisation specialising in coffee sourcing, development, and marketing. Operating across Colombia, Yemen, and Ecuador, Qima works with thousands of smallholder farmers to source and process some of the world’s most distinctive coffee varieties. Its importing and distribution network spans seven countries, with dedicated sales teams connecting directly with cafes and roasters worldwide, driving recognition and demand for Qima’s premium coffees. In 2022, the company expanded into retail, opening a flagship showcase cafe in central London to bring its coffees to a wider audience. Celebrated for advancements in processing methods, genetic research, and strategic marketing, Qima Coffee is recognised as a driver of innovation, equitable trade, and sustainability, earning global acclaim for reshaping the coffee industry and setting new standards of excellence.
