Meet the Roaster: Joel from Ritual Roasters
Founded in 2019, Ritual Roasters has grown from a rescued 1980s drum roaster into one of Cheltenham’s standout speciality coffee businesses. Based at their spacious roastery, café and brew bar on the Lansdown Industrial Estate, the team have built a reputation for carefully roasted coffee and lasting relationships with producers.
In this Meet the Roaster Q&A, we chat to Joel, Ritual’s Head Roaster, about finding his way into the industry, the realities of commercial coffee roasting and why climate change is one of the biggest challenges facing coffee producers and roasters today. He also shares the story behind Ritual’s Foundation Blend, his desert island coffee and his ambition to continue building strong, long-term relationships with different coffee producers.
We’re delighted to feature Ritual Roasters in our South West coffee subscription (the OG!) If you’d like to discover more of the independent businesses shaping the region’s coffee scene, take a look at our guide to the best coffee roasters in the South West, or explore our South West coffee subscription.
Who or what first pulled you into the world of coffee?
My interest in coffee began with brewing at home and wanting to improve what I was making. As I learned more and became a barista, I became increasingly interested in speciality coffee and the differences between origins, processing methods, and roasting styles. It grew naturally from an interest, into something I could see myself doing in the future.
How did you get involved with Ritual Roasters?
I was headhunted from another roastery where I’d been doing the same type of work on a cover basis. Ritual offered me the chance to take on the role permanently and full‑time, so I made the move to Ritual Roasters.
What’s the meaning behind the name (if any!)?
The name comes from the idea that coffee is a personal ritual. Everyone has their own way of brewing and enjoying it, and it’s rarely a throwaway moment. The sun in our logo reinforces that: a daily ritual that rises and falls, and something people have relied on throughout history. It connects the everyday act of drinking coffee with something steady and familiar.
What music are you playing in the roastery at the moment?
Our roastery is at our on-site cafe, so the music shifts with whoever’s on bar. This means that some days it’s indie artists ranging from Bloc Party to BANKS, other days it leans country with Sierra Ferrell or Tyler Childers, and there’s always the chance of classics from the likes of Madonna or Abba. The soundtrack changes daily because the team does.
What advice would you give someone thinking of entering the world of coffee roasting?
Roasting is a job built on repeating procedures and a fair bit of graft, with only a small portion of time spent on things like cupping or events. If you’re interested in entering the industry, look for a trainee or production assistant role rather than relying on paid courses. Courses don’t always reflect the reality of production roasting or lead directly to a job. Hands‑on experience is the best way to learn how roasters operate and what the role really involves.
What challenges do you face in the coffee industry, if any?
Climate change is the main challenge. Growing conditions are becoming less stable, and things like drought or hail can dramatically reduce yield from one year to the next. When that happens, the base price of arabica rises or falls, which affects everything else in the supply chain. It creates a supply‑and‑demand imbalance and a level of price volatility that makes buying and long‑term planning difficult for roasters and unpredictable for producers.
What’s your favourite piece of coffee kit or equipment?
My Comandante grinder. I have had one for six years, and it’s still as reliable and consistent as the day I bought it.
How do you unwind after a long day roasting coffee?
I usually unwind by going to the gym, getting outside for a walk, or heading out birdwatching. Anything that gets me moving or outdoors helps switch off after a day of roasting.
What’s a coffee that you’re particularly proud of?
Foundation Blend. I refined the recipe and sourcing, and the blend is now more sustainable with a clearer, more characterful profile.
What’s your current “desert island” coffee — the one you’d drink forever if you had to?
Koke Washed Ethiopian. It’s one of those coffees that I find really easy to drink as well as being floral, bright, and balanced enough that I wouldn’t get tired of it.
What’s a coffee-related dream you still hope to chase?
I’d like to keep expanding the number of producers we work with on a repeat basis. Bringing back the same single‑origin partners shows commitment to their work and gives us more stability as roasters. New coffees will always rotate in, but I’d like the Refine range to become more of a showcase of single-origin producers that we have developed strong long-standing relationships with.
Discover more from Ritual Roasters Coffee → visit the official Ritual Roasters website to explore their coffees and find out more about their approach to sourcing and roasting.
Discover more South West coffee roasters → have a read of our guide to the best coffee roasters in the South West, or discover a new independent roaster every month with our South West coffee subscription.
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