ROR #40 w/ Chris Johnson of Purefi Coffee Roasters, Spring Texas : Roasting Excellent Coffee With Purpose

ROR #40 w/ Chris Johnson of Purefi Coffee Roasters, Spring Texas : Roasting Excellent Coffee With Purpose

Author: Chris Deferio March 25, 2026 Duration: 48:02

Roasting and brewing creates opportunity for mentorship and relationships that last longer than the sensory experience of the cup. Seriously pursuing technical excellence is a part of securing this opportunity and today's guest has been on a journey to bring both to the table. On this Rate of Rise we are talking with Purefi Coffee Roasters, Chris Johnson!

Chris is the lead roaster and co-founder of Purefi Coffee Roasters in Spring, TX where they use the service of specialty coffee roasting to mentor the next generation and to partner with local and global initiatives that create positive change in the world.  He enjoys roasting coffee and aims to excel at highlighting the quality and consistency of each coffee sourced, roasted, and brewed by his hands.  

We discuss:

- His beginnings in coffee
- How his story informs the vision and mission of Purefi
- Highlighting the unique characteristics of each coffee
- Why feedback from customers is crucial
- Mentorship and relationship in the business
- Sourcing simplicity
- Having a wider variety for more customers

Related episodes: 

Our Sponsor for Rate of Rise!

www.millcityroasters.com

 


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: 100

Keys To The Shop : Equipping Coffee Shop Leaders
Podcast Episodes
583: Unifying Teams Across Multiple Cafes [not-audio_url] [/not-audio_url]

Duration: 29:21
When you have multiple cafes and a distributed staff, getting everyone on the same page in the operations can be very challenging. In fact, it happens to be the number one reason why businesses with 2+ locations start to…
SHIFT BREAK! How to Think About Quality [not-audio_url] [/not-audio_url]

Duration: 14:20
Quality of the coffee, experience, service, and just about anything else in the cafe will always be something an owner and leader focuses on. These days we tend to concentrate our efforts on the acquiring of quality, ins…
582: Maximizing Existing Opportunities in Your Cafe [not-audio_url] [/not-audio_url]

Duration: 36:33
Making your cafe run better, improving service, increasing profitability, and leveling up quality and value for your guests naturally brings to mind a host of new and different services, products, and strategies that we…
SHIFT BREAK! Maybe You Are Doing Enough For Your Baristas [not-audio_url] [/not-audio_url]

Duration: 13:48
It seems like the conversation we have around what can be done for staff to create more value, longevity, etc never gets around to a place where you can look at what you are doing and have done and say, you know what, th…
581: Lessons From "America's Best Coffee House"! [not-audio_url] [/not-audio_url]

Duration: 31:46
Many years ago in 2012, myself and a small team of people along with Coffee Fest Trade Shows had the pleasure of developing and running a competition called "America's Best Coffee House". The first of it's kind team cafe…
580: Four Cafe Leadership Mindsets to Adopt in the New Year [not-audio_url] [/not-audio_url]

Duration: 37:25
Entering the New Year is always seen as a time to make good on our intentions that got put on the back burner. Many of those intentions, if acted upon, would absolutely transform our cafes and the relationships in them.…
579: How to Really Care For People in the Cafe [not-audio_url] [/not-audio_url]

Duration: 33:42
How we care for people through our work should be the primary focus. From healthy and strong relationships and systems the help support them, we get healthy and strong businesses and a real chance at a long term sustaina…
SHIFT BREAK! New Things are Overrated [not-audio_url] [/not-audio_url]

Duration: 12:34
Do you feel the pull, the itch, the compulsion to add more, buy more, and create specials and new things for your customers all the time? You are not alone. The industry is filled with cafe that are stuck in a never endi…