Hey My Coffee

In the bustling streets of Madrid, Jorge and Lorena, siblings and co-founders of Hey My Coffee, set out to redefine the coffee experience. What began as a shared dream between the two evolved into a mission to create a coffee culture that combined passion, sustainability, and innovation. With Bellwether’s roasting technology, they’ve found a way to make their coffee stand out, not just in quality but across the entire customer experience.

“We wanted to offer something different,” said Jorge, reflecting on their decision to roast in-house and create a deeper connection between the coffee and their customers. Here’s how their love for coffee, combined with Bellwether’s technology, transformed Hey My Coffee into a thriving micro-roastery committed to sustainability, quality, and community impact.

”Freshness is the Key” – Elevating Quality and Freshness

At Hey My Coffee, freshness is more than a promise—it’s the foundation of their success. Lorena emphasized, “Freshness is one of the keys to our business.” By using Bellwether’s electric roaster, they roast small batches on-site, ensuring their customers get coffee that’s always served at peak freshness and flavor. 

“Our customers love that our coffee is freshly roasted, sometimes even on the same day,” Lorena shared. Whether it’s a single-origin from Colombia or an Ethiopian blend, the focus on freshness has elevated the quality of their coffee to new heights. “Roasting with Bellwether made a big difference. We like to have the freshest coffee beans, so every season we get different beans and experiment with flavor profiles, and then we let the customers discover, so they can have a variety to choose from.” Jorge said. “The experience we give to the customers is better, and also our product quality is higher.” The ability to roast on demand allows them to maintain control over the flavor profile and ensure consistency in every cup.

“You Can Have More Revenues With Less Cost” – Economic Benefits of Roasting In-House

Jorge and Lorena chose to roast in-house from day one at Hey My Coffee, but when they discovered Bellwether’s electric, ventless roasters, they quickly upgraded their setup. Their choice wasn’t solely about quality—it also made financial sense. “We decided to roast in-house because once you have a roaster, you can have your own coffee brand,” Jorge explained. This decision has had a significant economic impact, enabling them to expand beyond their cafes to sell through e-commerce and wholesale to other shops. “You can have more revenue with less cost,” Jorge noted, highlighting how this approach has allowed Hey My Coffee to grow sustainably while maintaining profitability. With Bellwether, they’ve opened new revenue streams while significantly reducing the costs associated with buying pre-roasted coffee wholesale. 

Jorge highlighted two other key economic advantages of switching to a Bellwether: reduced workforce demands and increased capacity. “With our previous machine, someone had to be physically present throughout the entire roasting process,” he explained. “But with Bellwether, you only need time to prepare and handle the roasted coffee afterward, saving us a lot in labor costs.” The automation also allows them to scale their operations effortlessly. “You can roast from morning until evening nonstop, increasing capacity while reducing the need for constant labor,” Jorge said. “When you run the numbers over time, the savings and efficiency make a big difference.”

“One Button, and We’re Roasting” – Accessibility and Technology Made Simple

The simplicity and ease of Bellwether’s roaster have been a game-changer for Hey My Coffee. “We've been operating a manual roaster for 3 years, and there was a lot of learning during that time,” Jorge recalls, “So for us, it was a big improvement going from a manual roaster machine to a fully automatic one with its implicit benefits!” With the all-electric, automated system, they were able to start roasting right away. “It’s literally one button, and we’re roasting,” Lorena laughed. As an automation engineer, Jorge appreciated the efficiency gains Bellwether offered. “With automation, we don’t need specialized training, and that saves us both time and money. You can program it and let the machine do the job by itself. It’s like magic,” he said. 

Another immediate benefit was the remarkable consistency. “From the first roast on a Bellwether, we saw a level of uniformity we hadn’t reached before—it grabbed our attention right away,” Jorge recalled. “The difference was clear. Not only did the flavor improve, but we had customers coming back, saying, ‘I really like the roast!’ Not just the coffee, but the roast itself,” he emphasized. “I believe it’s the combination of high quality, freshness, and especially the consistency in every batch that truly sets it apart.”

 For Lorena, the transition from manual roasting to Bellwether’s automated system was life-changing. "I was roasting Monday to Sunday, and then Bellwether appeared… it was like heaven for me!" she recalled. With the ability to automate much of the roasting process, they’ve freed up time and resources, allowing even their employees to join in the roasting process. “Our employees were like, ‘Wow, we’re roasting coffee!’” Lorena shared, highlighting how the technology has motivated their staff.

“Behind Each Coffee, There’s a Story” – A Commitment to Sustainable Coffee

For Jorge and Lorena, sustainability is not just a buzzword—it’s a core part of their values. “Bellwether has helped us reduce our carbon footprint, which is important for us,” Lorena shared. With Bellwether’s eco-friendly technology, Hey My Coffee reduced 87% of its carbon footprint from roasting, all while ensuring ethical sourcing through close, direct relationships with coffee farmers.

“The relationship we have with the producers is very important to us as well because we know they work incredibly hard—it’s a lot of hard work,” Lorena explained. “We really want to show people what’s behind each coffee. The coffee doesn’t just taste better; it tells a story.” By aligning with Bellwether’s sustainability initiatives, Hey My Coffee not only serves exceptional coffee but also contributes to a more equitable coffee industry. “Our customers love knowing they’re supporting sustainable coffee,” Jorge added, highlighting how their ethical approach resonates with their community.

“It’s not just coffee—it’s an experience”

From the unmatched quality and freshness of their coffee to the economic and environmental gains, Jorge and Lorena believe that roasting with Bellwether has transformed their business. “It’s really a masterpiece,” Jorge shared. “I love it, and customers in the coffee shop love it too. They can see the roasting, they appreciate it, and they ask a lot of questions. It gives us a chance to connect with them, to tell the story behind each cup. It’s key for our business.”

As they continue to grow, currently operating two cafes, Hey My Coffee envisions Bellwether as an integral part of its future. “If we open a new shop, we’d like a Bellwether there too, because it’s part of the experience,” Lorena continued. “It helps with production and roasting, and it lets people see what we do and how we do it. The sustainability, the low carbon impact—it's all part of our brand, and people can experience it firsthand.”

Jorge and Lorena’s passion for great coffee, coupled with Bellwether’s innovative technology, ensures that Hey My Coffee will remain at the forefront of Madrid’s specialty coffee scene. “It’s not just coffee—it’s an experience,” Lorena concluded, perfectly summing up the journey they’ve embarked on.