618: Founder Friday! w/ Tim Wendelboe | Oslo, Norway

618: Founder Friday! w/ Tim Wendelboe | Oslo, Norway

Author: Chris Deferio July 31, 2026 Duration: 57:27

It's Founder Friday and I am so pleased to finally welcome the one an only Tim Wendelboe! 

Tim Wendelboe runs his own roastery and espresso bar in Oslo, Norway where he imports, roast and serve high quality coffees.

Apart from winning 8 Nordic Roaster Competitions with his team, he was the 2004 World Barista Champion and the 2005 World Cup Tasting Champion and has also published several books on coffee. Tim spends a lot of time working together with the producers he buys coffee from in order to improve the quality of their coffees. He is also working on his own coffee farm, Finca el Suelo, in Colombia where he uses his knowledge in soil biology to grow coffee free from pesticides and mineral fertilizers.

This was a great time talking about a wide range of subjects all related to pursuing excellence in operations, trade, leadership, and craft. 

In todays discussion we cover: 

  • Tim Wendelboe's coffee journey from 1998 to today
  • Importance of systems and standards in coffee shops
  • Competitive Coffee and Professional Growth
  • Long-term relationships with coffee farmers and sustainability
  • Roasting techniques and the shift to lighter roasts
  • Staff training, retention, and creating a team-oriented culture
  • Standards, Leadership, and Human-Centered Management
  • Building Systems for Quality and Consistency
  • The role of customer service and authenticity in coffee
  • Future challenges in coffee quality and climate change
  • Partnerships with Farmers and Sustainability Initiatives
  • The importance of organizational knowledge and leadership
  • The Future of Coffee and Customer Engagement

Links: 

https://timwendelboe.no

https://www.instagram.com/timwendelboe/

Tim Wendelboe on YouTube

 

REGISTER NOW FOR THE SUMMER WEBINAR SERIES! 

Build a Stronger Coffee Shop: One Step at a Time

Great coffee shops don't happen by accident. They are built by hiring the right people, training them well, and leading them with clarity and consistency.

In this live three-part Summer Webinar Series, Chris Deferio shares the practical systems and coaching insights that have helped coffee businesses build stronger teams, healthier cultures, and more resilient operations.

Each webinar includes:

  • Live instruction and Q&A
  • PDF workbook
  • One hour of virtual consulting for each live attendee
  • Lifetime access to the recording

Register for the individual sessions that fit your current needs, or scroll down to save 20% on the complete Summer Webinar Series.

REGISTER NOW FOR THE SUMMER WEBINAR SERIES! 

 

chris@keystothshop.com

of book a free call now: 

https://calendly.com/chrisdeferio/30min 

 

Related episodes:

 


Running a coffee shop is about so much more than pulling great shots. It's a complex dance of craft, culture, and commerce that demands a unique kind of leadership. That's the space where Keys To The Shop : Equipping Coffee Shop Leaders lives. Hosted by Chris Deferio, this podcast digs into the real, often unspoken challenges faced by owners, managers, and aspiring leaders in the specialty coffee world. Each conversation moves beyond abstract theory to deliver concrete, usable strategies you can apply directly to your operation. You'll hear from a diverse range of voices, including seasoned coffee professionals and insightful experts from other fields, all focused on the practicalities of building a thriving business. Episodes tackle the full spectrum of running a shop, from daily systems and financial health to fostering a positive team environment and developing your own skills as a leader. The aim is to provide a genuine resource for growth, whether you're looking to refine your barista program, improve your shop's profitability, or scale your vision thoughtfully. Tune in for honest discussions that equip you with more than just inspiration-they offer the tangible keys to building a better, more sustainable coffee business. This podcast understands that your passion is for coffee, but your success depends on mastering the craft of leadership.
Author: Language: English Episodes: 50

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