Esther Maasdam

The Factory Philosophy of Specialty Coffee While many enthusiasts romanticize the artisanal nature of coffee roasting, Esther Maasdam views her operation through a lens of industrial precision. At Manhattan Coffee Roasters in Rotterdam, the 980-square-meter facility functions as a streamlined factory. This shift from sentimentality to systems-based production allows the team to maintain extreme quality control across massive volumes. Founded in 2017 with co-founder Ben Morrow, the brand serves a global market that demands consistency and technical excellence over folklore. Convective Roasting and Technical Sustainability The roastery transitioned from traditional gas-powered Probat drum roasters to the Typhoon 20kg fluid bed system. This represents a fundamental shift in thermodynamics. Traditional drum roasting relies on conduction—heat transfer via physical contact with the metal drum—which can occasionally introduce scorched notes or unevenness. The Typhoon utilizes full convection, suspending the beans in a bed of hot air. This fluid bed technology offers two distinct advantages. First, it produces a "cleaner" cup profile by eliminating metal-to-bean contact. Second, it facilitates a fully electric, closed-loop energy cycle. By moving away from gas, the facility reduces its carbon footprint while significantly cutting operational costs. Head roaster Denys Nikolaienko leverages these automated parameters to ensure that every batch, regardless of who presses the button, meets a specific, pre-determined profile. Precision in Quality Control and Logistics Quality doesn't end at the cooling tray. The workflow incorporates a color sorter to remove "quakers"—unripe beans that lack sugar and ruin the flavor of a lot—and a stoner to protect client grinders from foreign objects. In the lab, the team combats Rotterdam's variable water quality by building their own mineral-precise brewing water from scratch. This level of granular control extends to their in-house labeling system. By printing gold-foiled belly bands on-demand, they manage a rotating menu that features new launches every two weeks without the waste of pre-printed stock. Collaborative Growth and Market Categorization To bridge the gap between high-end producers and consumers, Manhattan Coffee Roasters utilizes a tiered pricing structure: Specialty, Rare, Exceptional, Competition, and World Class. This transparency helps customers understand why a Panama lot might command a premium. This commitment to the high-end market paved the way for a partnership with Onyx Coffee Lab. By hosting Onyx in a dedicated corner of the facility, they allow the American powerhouse to enter the European market while maintaining the strict roast profiles and sourcing ethics that define both brands.