Geoff has spent most of the last 25 years devoted to coffee development at its primary source, working in close partnership with coffee producers around the world to establish lasting relations and engineer systems for uplifting quality. His work has led to the introduction of concepts such as direct trade, seasonality and micro-lots to the specialty coffee vocabulary. He designed Intelligentsia’s rigorous standards for quality control, and his innovations in coffee sourcing and promotion have catalyzed advancement in coffee’s value and transparency standards globally.
Watts is a graduate of the University of Illinois at Urbana-Champaign, the University of California Berkeley and Wirtschaftsuniversität in Vienna. He has served as Board Chairman for both the Roasters Guild of America and The Alliance for Coffee Excellence and donated hundreds of hours over the past decade volunteering with coffee development programs in East Africa and South America. He loves coffee in all its forms almost as much as he loves music, which is to say: without bounds.