US Roaster Corp. owner Dan Joliff has just one small goal — to one day become the leading manufacturer of coffee roasters in the world.
The Oklahoma City-based coffee roaster manufacturer is one of just two companies in the United States that manufactures coffee roasters and fabricates all of the parts for the machines in-house.
“I'm determined to make it happen one day — for team USA,” Joliff said. “There are European companies that make roasters, but we make them just as well or better and for cheaper, and people are going to figure that out some day.”
US Roaster controls about 25 to 35 percent of the global market to refurbish and manufacture coffee roasters, Joliff said.
The world leader in coffee roasters — the German company Probat, which has been in business since 1868 — has about a 70 percent market share, according to its website.
Joliff founded US Roaster in 1997, at first refurbishing and repairing used coffee roasters.
“Taking them apart, I learned how my competition made them,” he said. US Roaster now manufactures its own coffee roasters entirely in-house in Oklahoma City.
US Roaster employs about 40 people in Oklahoma City. The company has customers around the world, but most of its business is centered in North and South America.
The roasters start at $5,800 for a countertop machine that roasts coffee in small amounts, primarily for businesses to sample coffee or for well-heeled hobbyists. Larger models designed for use for a small coffee roasting business or coffee shop can cost thousands of dollars more — on up to a 300-kilo industrial size model.
Joliff's latest project is a coffee roaster called The Revelation, which is designed to be more energy efficient and hold up to stricter emission standards by producing less smoke.
He's convinced that as energy prices rise, The Revelation will be in high demand.