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Labels like "light roast," "medium roast," and "dark roast" are deeply ingrained in the coffee-drinking culture. However, behind these seemingly simple terms lies a lack of consensus that perplexes consumers and challenges coffee roasters. Why is a universally accepted definition for “light roast” still missing, and how could that change the way we select and enjoy coffee? A groundbreaking study from the UC Davis Coffee Center suggests a potential game changer. It explores the possibility of adopting a universal roast classification based on color metrics, offering a solution to one of the coffee industry's most persistent challenges. Let's examine how a standardization of "light roast" could reshape expectations, trust, and growth in the industry. The Challenge with Today's Roast Labels Roasters have long relied on loosely defined terms that vary significantly between businesses. Your "light roast" from one roaster could look or taste like a "medium roast" from another. Contributing factors include the absence of standardized language and the reliance on subjective in-house systems such as catchy names, five-point scales, or traditional terms like "French Roast" or "Vienna Roast." Even professional tools like Agtron or RoastVision meters, which are designed to provide objective readings, produce inconsistent results due to variables like development times, bean characteristics, or equipment calibration. Ultimately, this inconsistency causes dissatisfaction among consumers when their coffee doesn't meet expectations and creates a branding challenge for roasters. For instance, a small-batch coffee roaster in Minnesota may label a coffee as "light roast," based on their internal criteria, yet the same coffee might be perceived as a medium roast in other markets. This inconsistency erodes trust and complicates communication in both local and global contexts. The Science Behind Standardization Researchers at UC Davis propose using the CIELAB color system as a measurable framework for roast classification. Widely applied in industries like textiles and food, the CIELAB framework evaluates color on three dimensions: Lfor lightness afor the green–red axis bfor the blue–yellow axis The UC Davis study analyzed hundreds of Arabica coffee samples and found a predictable transformation curve in the L* (lightness) values during roasting. This discovery suggests an objective basis for defining roast levels according to measurable color values. For example: A "light roast" could correspond to a specific measurable range of lightness, such as L: 55–60*, ensuring clarity and repeatability. Regardless of roasting methods or origin, roasters globally would align their definitions based on scientifically proven, quantifiable metrics. This approach would allow a light roast in Minnesota to taste and brew similarly to one in Tokyo or Berlin, ensuring consistent consumer experiences while improving clarity and trust. Why This Matters for the Coffee Community Imagine walking into your favorite coffee shop, ordering a "light roast," and knowing exactly what to expect—bright, fruit-forward flavors with just the right amount of acidity. For coffee drinkers, this consistency could build trust and elevate their experience, whether they’re sipping their favorite brew at home or ordering from Minnesota’s top coffeehouses. Labels grounded in measurable data would replace confusion and guesswork with reliability, offering confidence with every purchase. For roasters, the potential impact of standardized roast definitions is just as transformative. Small-batch artisans who balance the delicate dance between art and science would gain a powerful tool to communicate their craft. A universal system for describing roast profiles could help them articulate their creations with precision, while also educating consumers about the nuances of coffee. Transparency would no longer be just an ideal but a tangible advantage, allowing premium roasters to stand out in an increasingly crowded market. Even at home, the benefits of this consistency could ripple outward. Picture a pour-over enthusiast, carefully tweaking their brew to unlock the coffee’s full potential. Universal roast metrics would give home brewers the precision they crave, helping them refine their methods and achieve cups bursting with clarity and flavor. From the casual coffee drinker to the espresso aficionado, this shared system could bring the joy of exploration and mastery to every kitchen counter. On a broader scale, the coffee industry as a whole could find itself speaking a shared language—a universal vocabulary built on measurable parameters like color and roast level. Roasters, consumers, and equipment manufacturers could work together more seamlessly, creating a global network united by quality, clarity, and collaboration. The possibilities are exciting, but as with any major transformation, challenges remain. Overcoming the Challenges Implementing universal roast standards won't come without its hurdles. Coffee traditions are deeply rooted in storytelling, and names like "City Roast" or "Breakfast Blend" evoke a sense of history and familiarity. For some, replacing these evocative terms with technical jargon like "L*: 58" might feel cold or clinical. A hybrid approach could provide a solution, blending the old with the new. For example, roasters could label their packaging with both a description like "Light Roast" and measurable data such as "L*: 58.2," bridging the gap between tradition and innovation. Another challenge is the cost of integrating this system. Measuring roast levels requires specialized tools like spectrophotometers or Agtron machines, which range in price from $500 to $3,500. While large-scale businesses may have the resources to adopt this technology, smaller specialty roasters, including many in Minnesota, could find it prohibitively expensive. Affordable alternatives or subsidized programs would be key to ensuring that all roasters, regardless of size, can participate in this new era of transparency. Education will also play a critical role in bringing this vision to life. Roasters and consumers alike would need to learn how to interpret and utilize these new standards. Workshops, online training sessions, and marketing initiatives could help bridge the knowledge gap. Imagine a Minnesota roaster hosting a class where customers not only taste different roast levels but also learn how to decode the labels. By making education accessible and engaging, the coffee community could embrace these changes together. The road to universal roast standards might be steep, but the rewards could be extraordinary. From building trust with consumers to empowering roasters and fostering global connections, this shift has the potential to reshape the coffee industry for the better. It’s a story of evolution, blending tradition with innovation, and one that coffee lovers everywhere are ready to write together. Light Roast as a Catalyst for Change Why is the "light roast" worth standardizing above all? Light roasts highlight the bean’s innate qualities, showcasing the nuanced stories of its origin, growing conditions, and processing methods. Unlike darker roasts, which impose heavier caramelization flavors, light roasts retain brighter acidity and vibrant complexity, introducing drinkers to a coffee’s terroir and finer details. By creating universal standards for light roasts, the specialty coffee industry can grow its appeal among curious newcomers and seasoned enthusiasts alike. This could further expand appreciation for craft coffee in local markets, supporting award-winning coffee in Minnesota and beyond. Join Minnesota’s Coffee Revolution At Ember Coffee, we champion transparency and precision, celebrating the true essence of every coffee bean through our expertly crafted light roasts. Whether you're a loyal customer or a curious newcomer, we invite you to explore how clarity in roasting creates a cup of coffee that tells a story. Discover what makes Ember Coffee a leading small-batch coffee roaster in Minnesota. Taste the trust and transparency of our light roasts today. Taste the difference. Try our light roasts today.

Starting a coffee shop or trailer isn’t just a business venture - it’s an exciting, community-driven dream that takes vision, grit, and careful planning.  But as romantic as the idea may be, the reality comes with challenges that no one tells you about upfront. At Ember Coffee in Big Lake, Minnesota, we went through it all—from figuring out how to keep coffee quality consistent in a compact trailer to finding baristas who could make every latte memorable. These were lessons we learned the hard way, and we’re here to share them with you.  Whether you’re setting up shop in a small town or hitting the road with a trailer, here’s what you need to know. Focus on Relationships with Your Coffee Supplier  When you’re starting a coffee business, most suppliers will hand you a bag of beans, a catalog, and a price sheet. Some might even throw in a bit of friendly advice to help you get going. But what happens six months down the line, when the honeymoon phase is over? When you’re wrestling with questions about workflow efficiency, espresso consistency, or scaling up to meet growing demand? That’s when you realize something crucial—a transactional supplier isn’t enough. What you really need is a partner. Someone who understands your challenges, shares your vision, and is genuinely invested in your success. A true coffee supplier partnership goes far beyond the beans. It’s about ongoing support, so that when questions arise, you’re not left to figure everything out on your own. It’s about mentorship, like having access to a community or someone who’s just a call away for guidance. It’s about training, too. Imagine the difference it makes when your supplier offers barista coaching to ensure every cup of coffee meets its full potential. And it’s about transparency—because today’s customers care deeply about the story behind their coffee. Sourcing matters. Ethical practices, farmer relationships, and the journey of your beans are all part of what turns a good cup of coffee into a great one. At Ember Coffee, we’ve been in your shoes. We know the challenges that come with building a coffee business. That’s why we designed our offerings to go beyond great beans. We provide hands-on support, barista training, and even consulting to help you avoid the missteps we encountered along the way. Because when you succeed, we all succeed—and that’s what a real partnership is all about. Barista Skills Aren’t Optional  You can have the finest beans sourced from the best farms and the most advanced equipment money can buy, but without skilled baristas, none of it matters. The magic of a great coffee experience lies in the hands of those behind the counter. A poorly brewed espresso or a lackluster latte can drive customers away faster than you can say “double-shot mocha.” Take the process of pulling a perfect espresso shot, for example. It’s an art and a science. A skilled barista knows how to dial in the grind, adjust the pressure, and ensure every shot avoids that dreaded burnt or sour taste that can ruin even the best beans. Then there’s milk steaming—a deceptively simple task that requires precision to create that velvety texture customers crave. It’s not just about aesthetics; it’s about creating a sensory experience in every sip. But barista skills go beyond the technical. Customer experience is just as important. Every interaction at the counter, every warm smile, and every moment of attentiveness leaves a lasting impression on guests. And when the rush hits, baristas need to handle the pressure with confidence and efficiency, ensuring every cup is made with care, even when the line is out the door. At Ember, we understand the importance of these skills. That’s why we offer customizable training sessions designed to meet the needs of your team, whether they’re just starting out or already experienced. Our workshops are hands-on, approachable, and focused on building the confidence and expertise your baristas need. Investing in their training doesn’t just improve the coffee—it elevates your entire shop, setting you apart from the competition. Invest in the Right Equipment  Your equipment isn’t just a “nice-to-have”—it’s the backbone of everything you do. The quality of your machines determines how smooth your workflow is, how satisfied your customers are, and, ultimately, how much easier your life becomes. Imagine the chaos of a busy rush with an espresso machine that can’t keep up or the frustration of constant breakdowns from poorly made parts. Choosing the right equipment can save you from those headaches. Take coffee trailers, for example. A 2-group espresso machine isn’t just a luxury—it’s a game-changer. With its speed and reliability, you’ll breeze through morning rushes while keeping your lines moving and your customers happy. And when it comes to durability, the materials inside your machines matter. A machine with metal internals, especially copper, will stand the test of time, while plastic parts might save a few dollars upfront but could cost you much more in repairs down the line. There’s also the value of shopping local. Suppliers like Espresso Services based in Twin Cities often come with a hidden bonus: exceptional service packages. When you buy locally, you’re not just getting a machine—you’re getting a partner who can help with maintenance and troubleshooting, which makes running your business that much easier. At the end of the day, finding the right setup isn’t just about making a sale for us. Sometimes that means pointing you toward deals elsewhere or helping you explore options that better suit your needs. Because for us, it’s not just about selling equipment—it’s about building a relationship that helps your business thrive. Know Your Coffee and Tell Its Story  When customers buy your coffee, they’re not just purchasing a drink—they’re connecting with a story. Specialty coffee is so much more than a beverage. It’s an experience rooted in passion, craftsmanship, and sustainability. The story behind your coffee is what sparks curiosity and builds emotional connections, turning a simple cup into something meaningful. Take the ethics behind your beans, for example. If your coffee is fair trade or organically grown, that’s more than a selling point—it’s a promise of care and responsibility. At Ember, we take pride in the fact that 60% of our beans are certified organic, while the rest follow strict sustainable practices. Sharing this commitment with your customers allows them to see the values behind every sip. Then there’s the magic of flavor. Each bean carries a story of its own, told through tasting notes that reveal its origins and character. Think of the hints of stone fruit, caramel, or dark chocolate that dance across the palate as a way of inviting customers closer to your craft. Educating them about these unique profiles makes the experience personal, helping them appreciate what makes your coffee special. And what truly sets specialty coffee apart? It’s not just the taste—it’s the care it takes to get there. From specialty-grade beans to mold-free assurance and direct trade practices, these details aren’t just technicalities. They’re the reason your coffee stands head and shoulders above commercial blends. At Ember, we help our partners share these stories. From sourcing guides to talking points and beautifully designed materials, we ensure your team has everything they need to forge meaningful connections with your customers. Because when people know the story behind their coffee, they don’t just drink it—they fall in love with it. Your Community Makes the Difference  Starting your own coffee shop or trailer is an exciting journey, but it’s not without its challenges. The good news? You don’t have to do it alone. The path to success starts with building the right foundation—surrounding yourself with supportive partners, training a skilled team, choosing dependable equipment, and sharing the magic of specialty coffee with your community. Schedule hands-on barista training at Ember—just reach out! At Ember Coffee, we work with passionate coffee entrepreneurs like you every day, helping to turn big dreams into thriving realities. Imagine having a community of like-minded people to lean on, a place where you can ask questions, share advice, and connect with others who are just as excited about coffee as you are. That’s what our Skool Community is all about—a space where ideas are exchanged, challenges are overcome, and inspiration flows. Picture yourself stepping into hands-on barista training with experts who are as invested in your success as you are. It’s not just about learning to make great coffee; it’s about building your confidence and sharpening your skills to give your business the edge it deserves. And when it comes to setting up your coffee trailer, we’ve got you covered. From workflow optimization to navigating permits and selecting the best equipment, we’ve been through it all. We know the roadblocks, and we know how to help you build a smooth, efficient operation so you can focus on what matters most—serving exceptional coffee to your customers. You’re creating something truly special, and we want to be there every step of the way. Don’t just chase your dream—build it right with Ember Coffee. Together, we’ll turn your vision into a reality. Join Us Here.

Walk into any coffee shop today, and chances are you’ll see customers sipping lattes made with oat milk. Over the past decade, oat milk has emerged as the star player in the plant-based milk industry, earning its reputation as the top dairy alternative for coffee lovers. But with this meteoric rise comes an equally heated debate: is it fair for coffee shops to impose surcharges for oat milk? For small businesses, these charges are often tied to the elevated cost of plant-based milks. Yet for consumers, especially those lactose-intolerant or environmentally conscious, this added cost can feel discriminatory. This conversation is more than just about coffee preferences; it raises crucial questions about cost management, ethics, and customer loyalty in an evolving industry. At Ember Coffee, where we strive to offer the best coffee in Minnesota with sustainable practices and community-first values, this is a topic we deeply empathize with. Why Oat Milk Costs (and Means) More in Coffee Shops  The rise of oat milk in coffee shops has been nothing short of a phenomenon. Its journey from a niche dairy alternative to a standard offering has reshaped the way cafés cater to evolving consumer preferences. But while oat milk has cemented itself as a favorite, especially among specialty coffee lovers, few stop to consider why it often comes with a higher price tag. The answer lies in a complex web of economics and ethics that begins long before the milk is steamed and poured into your morning latte. The Rise of Oat Milk as a Coffee Staple Oat milk’s appeal is undeniable. Since 2017, it has gained a reputation as the perfect complement to coffee. Its neutral flavor and creamy consistency create a rich texture that enhances the coffee-drinking experience. Baristas, too, have embraced it. Unlike many other plant-based alternatives, oat milk integrates seamlessly into microfoam, making it an ideal choice for latte art and specialty drinks. Customers have noticed. A recent report by World Coffee Portal reveals that in the UK, oat milk is now the most popular non-dairy option, with nearly 28% of customers in branded coffee shops choosing it over other alternatives. Across the pond, oat milk has become so prominent that major U.S. coffee brands like Stumptown and Blue Bottle have made it their default milk option. Its success is no accident—oat milk has positioned itself as the go-to choice for those who want a better balance of taste, texture, and sustainability in their morning brew. The Hidden Costs of Oat Milk But this rise in popularity comes with a price, quite literally. Oat milk is often more expensive than dairy or other plant-based options, and this higher cost isn’t arbitrary. The economics behind oat milk production reflect a series of deliberate choices and challenges. For starters, there’s the production process itself. Unlike dairy, which has been standardized for decades, plant-based milks require extensive research and development to achieve a flavor and texture that appeals to consumers. Companies invest heavily in creating oat milk that froths perfectly, tastes neutral enough to pair with coffee, and remains shelf-stable for longer periods. These innovations don’t come cheap. Then there’s the sourcing of ingredients. Many premium oat milk brands pride themselves on using high-quality, ethically sourced oats. Some prioritize organic or gluten-free options, further adding to their value—and their cost. For cafés dedicated to providing the best possible product to their customers, these considerations are non-negotiable, even if they raise the price. Transportation and packaging also play a role. Many oat milk brands use eco-friendly packaging, such as Tetra Paks, which align with the sustainability values of their target market but inevitably increase overhead costs. Shipping these products to coffee shops, often from specialized suppliers, adds another layer of expense. Recent data from Mintec highlights the price disparity between plant-based and dairy milks, showing that retail prices for plant milks, including oat milk, are often double those of traditional dairy. While some coffee shops absorb these costs to maintain customer goodwill, others argue that surcharges on plant milks are necessary to stay competitive and maintain their profit margins. More Than Just Milk For many café owners, the decision to offer oat milk isn’t just about economics—it’s about aligning with customer values. Oat milk embodies the growing demand for sustainability, ethical sourcing, and high-quality ingredients, making it more than a mere substitute for dairy. Its popularity reflects a broader shift in how people approach their food and drink choices, prioritizing products that align with their ethics and lifestyle. So, the next time you order that oat milk latte and notice the extra charge, remember that it’s not just milk you’re paying for. It’s the research, the sourcing, the packaging, and the values behind the product. In an industry as competitive as specialty coffee, those few extra cents represent more than cost—they represent deliberate choices to meet the evolving expectations of today’s coffee drinker. What Do Customers Think?  The debate over plant milk surcharges has divided opinions among customers and businesses alike. While some view the added costs as a necessary part of business economics, others see them as an unfair barrier to accessibility. A recent poll conducted by Perfect Daily Grind revealed that 53% of respondents feel the charges for plant-based milk are justified, citing the higher production costs of alternatives like oat, almond, or soy milk. However, the remaining 47% either question the ethics behind these fees or strongly oppose them altogether, suggesting that the discussion is far from settled. Ethical Concerns on Accessibility One of the most compelling criticisms against plant milk surcharges centers on accessibility. For many consumers, plant-based alternatives are not just a trendy choice but a dietary necessity. Lactose intolerance affects a significant portion of the global population, and the statistics are particularly stark in communities of color. Research indicates that 90-100% of East Asians are lactose intolerant, along with high percentages in African, Indigenous, and Hispanic populations. For these groups, dairy milk isn’t an option—it’s an impossibility. This has led to growing frustration among consumers, who argue that surcharges unfairly target minorities and create financial roadblocks for those who rely on plant milks as an essential part of their diet. The controversy reached new heights when advocacy groups began criticizing Starbucks for continuing to charge extra for plant-based milk in the U.S., despite eliminating these surcharges in several European markets. Activists argue that such practices perpetuate "dietary racism," limiting access to affordable, inclusive food choices. This ethical dilemma has sparked debates across the coffee industry, forcing businesses to reconsider their pricing strategies. The Coffee Shop Dilemma For independent coffee shops, the issue of plant milk surcharges isn’t just about fairness—it’s about survival. Rising food and energy costs have driven up expenses across the board, leaving many small businesses with an impossible choice: absorb the extra costs of plant milk or pass them on to customers. For many, passing on the costs feels inevitable. Without the financial leverage of large corporations, these small businesses often operate on razor-thin profit margins. However, balancing business needs with customer expectations is no easy task. Charging an additional $0.50 to $0.80 for oat milk may seem like a small price to pay, but for price-sensitive consumers, it can feel alienating. Many independent coffee shop owners fear that these surcharges might drive loyal customers away, particularly as research from McKinsey shows that price increases impact plant milk sales more significantly than dairy. The challenge, then, is to find a pricing structure that covers costs without eroding trust or customer loyalty. Starbucks vs. Small Businesses The disparity between large chains like Starbucks and small, local coffee shops further complicates the debate. While Starbucks has faced criticism for its plant milk surcharges in the U.S., it has the resources and scale to eliminate these fees in European markets—a decision that some see as a step toward greater accessibility. Smaller coffee shops, however, don’t have the same luxury. Independent businesses, such as Minnesota-based Ember Coffee, often struggle to compete in a market dominated by big-name brands, all while managing their limited resources. For these small businesses, every cent counts. The decision to charge extra for plant milk isn’t rooted in greed but in necessity. Yet, as the public conversation about pricing ethics grows louder, even small coffee shops are being forced to examine how their policies align with their customers' expectations and values. In the end, the debate over plant milk surcharges is more than just a question of economics—it’s a reflection of the broader challenges facing the food and beverage industry. As customers demand more affordable, inclusive options, businesses must navigate the tricky balance between profitability and fairness, ensuring that their practices resonate with both their values and those of their communities. Thinking Beyond the Surcharge  The oat milk surcharge debate has sparked important conversations about inclusivity, sustainability, and business practices in the coffee industry. While the issue may seem simple on the surface, it presents an opportunity for businesses to rethink how they approach pricing and customer engagement in creative ways. Some forward-thinking coffee shops have already started experimenting with innovative solutions that go beyond the traditional surcharge model. One potential approach is to make oat milk the default option for all drinks. Chains like Blue Bottle and brands such as Minor Figures have explored this idea by slightly raising the overall price of their drinks, thereby eliminating the surcharge altogether while still maintaining reasonable profit margins. This small pricing adjustment simplifies the decision-making process for customers and makes plant-based choices feel more accessible and inclusive. By normalizing oat milk as the standard, these businesses are subtly encouraging a shift toward sustainability without alienating their customer base. Another strategy lies in reshaping how oat milk is marketed. Many customers are willing to pay extra when they feel a product aligns with their values. By highlighting features like “organic,” “sustainably sourced,” or “minimal ingredient,” coffee shops can elevate the perception of plant-based milks. This approach not only justifies premium pricing but also creates a sense of pride and purpose for customers, who see their purchase as supporting environmentally friendly practices. Inclusivity can also play a vital role in a business’s pricing policy. Instead of applying blanket surcharges, some coffee shops are considering ways to offer discounts to specific groups, such as students or communities with higher rates of lactose intolerance. By adopting pricing models that acknowledge the diverse needs of their customers, businesses can foster goodwill and build deeper connections with the communities they serve. This kind of thoughtful, inclusive pricing helps transform coffee shops into spaces that feel welcoming for everyone. Finally, reducing costs on the supply side can be an effective way to address the surcharge debate without affecting customer pricing. By negotiating better rates with suppliers or partnering on sustainable solutions, such as locally sourced oat milk, coffee shops can lower expenses while enhancing their commitment to the local community. This approach not only improves margins but also strengthens customer loyalty by tying the business to regional sustainability efforts. These creative strategies show that the oat milk surcharge debate is more than just a pricing issue—it’s a chance for businesses to lead with intention, adapt to evolving consumer values, and create a more inclusive and sustainable coffee culture. Where Does the Coffee Industry Go From Here?  The debate about oat milk surcharges won’t die down anytime soon, but it reflects a broader trend in consumer expectations for inclusivity, ethical practices, and transparency in business. Specialty coffee brands that address these concerns head-on will position themselves as community leaders well into the future. At Ember Coffee, we are committed to embedding ethical sourcing practices and transparent pricing into our philosophy. Whether you prefer oat milk, almond milk, dairy milk, or something else entirely, we believe coffee is for everyone. Want to experience the best coffee in Minnesota while sipping on your preferred milk option? Visit our shop in Big Lake, MN today to enjoy specialty coffee that aligns with your taste and values. This article is part of our effort to foster inclusive, high-quality coffee culture in Minnesota. For more insights on sustainable practices and advanced brewing techniques, check out *our research.*