A conversation with Eileen Rinaldi on building Ritual Coffee Roasters and what it takes to roast a truly great cup.
From Passion to Business
Eileen Rinaldi founded Ritual Coffee Roasters in San Francisco in 2005 with a simple conviction: coffee could be something extraordinary. What began as a single café has grown into one of the most respected specialty roasters in the United States.
The Philosophy Behind the Cup
"We believe in sourcing responsibly, roasting carefully, and brewing with intention," Eileen explains. "Every step matters — from the farm to the filter." Ritual works directly with farmers in Ethiopia, Colombia, Guatemala, and Kenya to ensure transparency and quality at the source.
What Makes a Great Roast?
According to Eileen, the best roasts are the ones that highlight what's naturally present in the bean — the terroir, the variety, the processing method. "We're not trying to impose a flavour on the coffee. We're trying to reveal it."
Advice for Aspiring Coffee Entrepreneurs
Start with curiosity. Taste everything. Learn from producers, baristas, and customers. And never stop asking why something tastes the way it does.