Personalized Coffee Coaching
Unlock a deeper appreciation for fine coffee with tailored 1:1 sessions designed to educate, inspire, and guide your journey.
The Pursuit of Coffee Excellence
A Life Devoted to Raising Coffee’s Standards
Guidance, expertise, and inspiration from George Howell—pioneer, educator, and champion of specialty coffee.
- In Specialty Coffee
- 50+ years
- Successful Cafés Founded
- 24
- For Coffee Excellence
- 2 Prestigious Awards
- Coffee Sourcing Experience
- 40+ Countries
Offerings
Immerse yourself in the world of specialty coffee with hands-on coaching, industry-leading expertise, and actionable resources.
Business Consulting
Raise your café or roasting operation’s standards—gain insight on sourcing, barista craft, and building a legacy in specialty coffee.
Educational Resources
Access a curated library of articles, workshops, and digital materials created and led by George Howell.
About George Howell
Pushing Coffee to Greater Heights, One Cup at a Time
After decades in the industry, I still believe in the limitless possibilities of coffee. My journey began in 1974 with one small café and grew into a lifelong pursuit of excellence, fairness, and discovery—from creating The Coffee Connection to collaborating with international organizations and founding programs that support craftsman farmers worldwide.
- Winner of the SCAA Lifetime Achievement Award
- Founder, Cup of Excellence program
- Advocate for sustainable sourcing
Programs
Start your journey—individual coffee lovers and businesses welcome.
Discovery Session
A one-on-one session to elevate your coffee understanding—perfect for enthusiasts and aspiring professionals looking to refine their palate and knowledge.
$120one-time
- 60-minute virtual session with George Howell
- Personalized tasting guidance
- Q&A on coffee sourcing and brewing
Most popular
Transformation Program
Comprehensive coaching for coffee businesses or serious aficionados ready to go deeper—from sourcing principles to flavor mastery.
$450one-time
- Four 75-minute sessions via video
- Assessment of your current coffee practice
- Action plan for quality improvement
- Insights into sustainable sourcing
- Access to curated digital resources
Monthly Partnership
Ongoing support for individuals or businesses striving for consistent coffee excellence, with resources and access to George’s expertise.
$340per month
- Monthly strategy session
- Unlimited email support
- Exclusive quarterly online cuppings
- Updates on industry standards
- Early access to select events
What Clients Say
Every session with George opened my eyes to aspects of coffee I’d never even considered. His influence on my business has been profound.
A. ParkerCafé OwnerGeorge’s passion and experience shine through in everything he teaches. I came away inspired and equipped to take my coffee practice to another level.
J. LeeCoffee EnthusiastIf you care about quality, sustainability, and the spirit of coffee, George will help you see what’s truly possible.
M. TaylorRoasterHow My Coaching Works
A practical and personalized approach, refined over decades.
- 1
Connect
Reach out and share your goals—whether personal or professional, every relationship starts with understanding.
- 2
Assess
We review your current coffee practices, your aspirations, and specific challenges to craft a custom path forward.
- 3
Engage
Participate in online sessions led by me, where I share decades of experience and guide you directly, step by step.
- 4
Elevate
Implement new knowledge, access digital resources, and gain ongoing support to consistently raise your coffee to new heights.
Ready to Transform Your Coffee Experience?
Whether you’re an aficionado or a business looking for lasting impact, I invite you to begin this journey. Let’s explore what coffee can truly be—together.
Start Your JourneyFrequently Asked Questions
Who is coaching suitable for?+
Anyone interested in improving their coffee knowledge and appreciation—from home enthusiasts to business owners keen on advancing coffee quality.
Are sessions online or in-person?+
All coaching is delivered online via secure video calls and digital materials, making it easy to connect from anywhere.
Can I ask about both personal and business coffee topics?+
Yes. Sessions are adapted to your needs, be it refining your home brewing or tackling your business’s sourcing and quality challenges.
What is the best way to get started?+
Visit the Programs page to explore options and select a package that fits your goals. If you’re unsure, the Discovery Session is a great place to begin.