Workshop Description
Creating a coffee blend can be challenging - how do you build a blend that customers will love? How and what green coffee do you buy to maximize value? What do great blends even taste like? In this workshop we'll discuss the value of blends and the role they play for a roastery. We will troubleshoot marketing blends vs single origin offerings and roasting techniques, and ultimately learn how to utilize a wide range of coffees to their fullest potential. We'll be cupping blends and blend components so you'll walk away with both a conceptual understanding and an opportunity to create your own blend in the workshop.
Date: Thursday June 26, 2025
Time: 10:30 - 13:00
Location: Room 1
Booking: To book your place in this Workshop, head to the World of Coffee Registration Portal and add a session to your booking before checkout. Already registered? Simply enter your registration key to access your booking and add other paid events to your badge.
Instructors & Leads
Ashley Whelan (she/her)
Coffee Director
Ashley Whelan is a seasoned coffee professional with expertise in sourcing, roasting, blend development, and menu curation. She began her coffee journey in 2012 while working in neuroscience research at NYU but was quickly drawn to coffee’s complexity. As a green buyer, she has built direct relationships with producers, focusing on quality, transparency, and sustainability. She has developed blends and seasonal offerings that balance flavor, consistency, and operational efficiency. With experience spanning barista work to consulting, Ashley is dedicated to creating thoughtful coffee programs that connect sourcing to the final cup while supporting both producers and businesses.