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Working in the industry as a shop owner it’s natural to want more involvement in the coffee process, so getting into roasting feels like a natural fit. It’s interesting, technically challenging, allows for more creative control over the roast and blends, and saves money by cutting out the middleman. While the desire may be there, and buying the beans green can save the business money over time, the art is complex. It requires a palate able to pick up the nuances between poor, average, and exemplary beans from various plantations and regions, in order to create an end product that is palatable, and hopefully outstanding. The cool thing about Cropster‘s Roasting Intelligence (RI) is that it’s basically your “eyes and ears in the drum. It allows you to track and visualize four temperatures, Rate-of-Rise (RoR), gas, rotations, speeds and pressures for accurate real-time roasting assistance.” The reference curves and timers lead you through the operation to produce uniform results, even as a novice roaster. Consistency is the key to maximizing coffee sales, making it easier to open multiple stores, if that’s your future intent. Ultimately you want customers who rave about your coffee, sharing their enthusiasm on multiple social media platforms. Lackluster and unpredictable quality is a definite sales killer. Starbucks, whether you like them or not, has maintained its success as a brand  because they are meticulous about maintaining consistency throughout their stores. According to Mert Toksoy, of Montag Coffee Roasters in Istanbul, roasting tech makes mechanization so easy, allowing us to schedule and fine tune our roasts, and keeps our inventory up-to-date. All the roasts sync to our account so we can easily analyze the details later.