The “Surprise” Bias
(Visibility vs. Authority)
“Oh… I had no idea.”
I’ve heard this more than once. At first, I didn’t even care; I used to tell myself it was just “natural.” But being a woman and presenting myself as an owner and roaster is clearly not what many in our industry are accustomed to. When a man and a woman enter a roasting room, the man is often assumed to be the expert or the owner, while the woman is shifted toward an administrative or supportive role.
When my professional title is met with surprise, it isn’t a compliment—it’s a reflection of a collective bias that still struggles to decouple technical mastery from masculinity.
The Invisibility of Sourcing
The assumption that women in coffee limit themselves to the “aesthetic” side of the business—social media or design—ignores the grit of origin trips, farm-level cupping, and the complex logistics many of us have been managing for years. Our work is often dismissed as purely aesthetic, when in reality, it is deeply strategic. My work begins in the soil and in the negotiation of green coffee long before the bean ever touches the drum.
The Technical & Investment Gap
Mastering roasting curves, overseeing quality control, performing hardware maintenance, and managing large-scale capital investments requires deep expertise. Technical proficiency has no gender; managing roasting software or authorizing high-stakes capital expenditures requires precision and data, not testosterone.
Industry Insights:
- The “Double Burden”: According to the International Coffee Organization (ICO), while women provide up to 70% of the labor in coffee production, they are significantly underrepresented in land ownership and executive roasting roles.
- The Leadership Gap: Studies by the Specialty Coffee Association (SCA) show that female representation drops sharply in plant management and quality control director positions.
- Economic Impact: Research indicates that when women control “green coffee” budgets, there is a higher reinvestment rate into farm sustainability and community education. Furthermore, companies with women in top leadership roles see a 20% increase in profitability (per ILO data), proving that gender diversity is a competitive advantage.
Commanding the Capital
Moving from “employee” to Chief Decision Maker is a fundamental shift. While an employee balances the “to-do” list and manages subordinates, making the move to being the one who calls the shots carries a different weight.
Women are no strangers to leadership or accountability, but we have often taken shelter in someone else’s shadow. It’s comfortable to shift blame or hide behind dismissed ideas, but that narrative is as outdated as the question, “You’re the roaster?”. My presence shouldn’t be an anomaly; it is the future. We are here to break the mold so the next woman doesn’t have to explain why she’s holding the sample tray or the checkbook.
Investing in a 15kg roaster isn’t just a purchase; it’s a capital expenditure decision based on efficiency and ROI. Learning to troubleshoot PLCs and maintain afterburner systems is a must, because understanding the hardware is as vital as understanding the flavor profile.
The New Standard
The future isn’t a destination we’re waiting to reach—it’s already here, held back only by stagnant narratives. My path hasn’t been about proving I can do a “man’s job”; it’s about redefining what the job requires. It requires technical precision, empathy for the producer, and the courage to prioritize long-term sustainability over short-term skepticism.
Stop looking for the “roaster” or the “boss” based on a stereotype. Look for the person who is bridging the gaps in the supply chain and elevating everyone in it. The coffee industry doesn’t just need better beans—it needs better leaders.
About me:
My name is Fatima, might find me on Instagram, my most used social platform as @fatima_quest. I am the founder and Head Roaster of COA Coffee, a specialty small batch coffee roastery based in Monterrey, Nuevo Leon, Mexico. My work spans the entire journey of the bean: from hunting for micro-lots at origin and negotiating direct trade contracts to roasting every batch and crafting the illustrations and taking the photos that define our brand and vibe.
The name COA—derived from the Nahuatl coatl (snake)—is central to our identity. Every bag features an illustration of a snake endemic to the coffee’s origin, symbolizing the biodiversity and balance required to produce truly exceptional coffee. Here, we don’t treat producers as ‘suppliers’; they are our commercial partners. By featuring their names and stories prominently on our packaging, we aim to bridge the gap between their labor and the consumer’s cup. My philosophy is simple: when our partners thrive, the entire chain rises with them. My background in operations management for a multi-restaurant agency—serving one of the most sophisticated and demanding coffee markets in the country—taught me the necessity of precision, but my heart lies in the craft: from the science of the roast to the art of the pour.”
Currently:
SCA Green Coffee Intermediate
Green Coffee Buyer and Trader in COA Specialty Coffee Roasters
CFO & Head Roaster at COA Coffee
Content Curator & Photographer.
Coffee Consultant & Instructor.