Andrew Hetzel

PO Box 6869, Kamuela, Hawaii 96743 USA

+1 (808) 990-8717 (GMT-10)        Contact for Email

Coffee Value Chain Specialist

Andrew Hetzel is a coffee value chain development and international trade specialist with eighteen years’ experience. He has advised public and private sector coffee industry stakeholders in more than fifty countries to increase the value of coffee trade through improvements in policy, capacity development, and market access for high-value differentiated coffee.

Mr. Hetzel has managed or held senior roles in coffee agriculture value chain projects funded by ADB, DFAT, UN, USAID and others in Asia and Pacific (India, Myanmar, Papua New Guinea, Timor-Leste), East Africa (Ethiopia, Tanzania, Uganda), South America (Brazil, Ecuador), and the Arabian Peninsula (Yemen). As a consultant to private businesses, he has provided quality training and business consultancy services for numerous coffee businesses and institutional investors worldwide.

His experience includes:

Since 2013, Mr. Hetzel has been a member of the Board of Directors of the Specialty Coffee Association (SCA), the world’s largest coffee trade association. He is the board liaison and Chairman of the SCA Education Advisory Council responsible for SCA’s education and laboratory campus programs. From 2012-2016, he was an instructor for the Coffee Quality Institute Q Grader coffee certificate courses. Prior to joining the coffee industry, Mr. Hetzel founded and later sold a technology company that pioneered touchscreen video advertising in the 1990s, called Videotronic.

Work Experience

International Coffee Specialist – United Arab Emirates.         June 2018 – Present

DMCC Dubai Multi-Commodity Centre

Coffee industry expert and quality consultant assisting with the design and launch of the DMCC Coffee Centre.

Coffee Market and Value Chain Consultant        April 2001 – Present

Coffee Strategies - Business strategy and market consultant for dozens of private coffee business (producer/exporters, importers, roasting/retail) and institutional investors.

Coffee Market Expert (International) – Papua New Guinea        April 2018 – October 2018

AECOM - Value chain analysis and national strategic plan development for the coffee industry of Papua New Guinea, through PHAMA, the DFAT initiative Pacific Horticulture and Agriculture Market Access program.

Coffee Industry Specialist – Timor-Leste        December 2015 – December 2017

Asian Development Bank (ADB) - ADB consultant on national agriculture policy, international trade, and technical improvement supporting a development effort to revitalize the country’s coffee industry.

Coffee Market Specialist – Ethiopia / East Africa Regional        April 2017 – June 2017

United Nations International Trade Centre (ITC) - Consultant for the ITC SheTrades global initiative, performing coffee-specific marketing training, technical training and trade promotion activities for Ethiopian women coffee producers.

STTA Coffee Market and Quality Specialist – USAID Burma (Myanmar)        May 2015 – May 2017

USAID Value Chains for Rural Development Program - Responsible for market strategy, private public partnerships and international trade of differentiated specialty coffee originating from the USAID Value Chains for Rural Development program.


Coffee Quality Competition Organizer – Ecuador        November 2015 – September 2016

Catholic Relief Services, Borderlands Project - Green coffee quality instructor for coffee producers through ANECAFE and organizer of the Taza Dorada Robusta coffee quality competition in Ecuador.

STTA Senior Coffee Adviser and Trade Specialist – USAID Yemen        March 2013 – May 2015

USAID CASH Yemen and USAID Community Livelihoods Programs - International market and trade advisor overseeing the strategy and promotion of Yemeni green coffee on behalf of two back-to-back USAID programs.

Coffee Value Chain Consultant – Uganda        March 2012 – December 2015

Coffee Quality Institute - Responsible for coffee stakeholder quality evaluation training, market consulting and authoring/publishing the Uganda Coffee Development Authority’s coffee quality protocols for fine robusta coffee.

North American Market Adviser – Brazil        March 2013 – March 2014

Brazil Specialty Coffee Association (BSCA) - North American marketing strategy adviser to the Brazil Specialty Coffee Association.

Coffee Roasting Team Leader – Russia         August 2009 – January 2013

Soyuz Coffee Roasting - Lead consultant for the design and build for a highly automated roasting facility and consumer specialty coffee brand in Russia.

Coffee Quality and Market Specialist – India        December 2009 – June 2011

Kaapi Royale Coffee Exporters

Coffee Quality Sensory Panelist – Hawaii        September 2009 – November 2010

USDA Hawaii, Ka’u Regional Competitiveness Project

Coffee Roasting, Green Buying, Quality Consultant – Morocco         June 2007 – June 2009

Les Huileries du Souss Belhassan, Agadir

Coffee Roasting, Green Buying, Quality Consultant – Turkey         June 2006 – June 2009

John’s Coffee, Istanbul

Earlier project references available upon request


University of Hawaii Hilo, HI, USA BBA Economics (in progress)        August 2017 - Present

West Bloomfield High School West Bloomfield, MI, USA Diploma        August 1988 – May 1991