A Nordic approach to coffee – in conversation with Andreas Hertzberg — 5THWAVE - The Business of Coffee and Hospitality

In today’s episode, we're speaking with Andreas Hertzberg, Co-Founder and Co-CEO of Nordic Approach – a pioneering green specialty coffee company.

Andreas founded Nordic Approach in 2011 alongside Morten Wennersgaard and Tim Wendelboe, with a vision to work more closely with producers and deliver coffees that reflect the high standards synonymous with the Nordic region.

Today, Nordic Approach sources around two and a half million kilos of green coffee each year, working with thousands of farmers across 12 producing countries.

In this conversation, Andreas reflects on the early days of the business, how the team introduced a disruptive and transparent sourcing model to the market, and why they’ve always chosen to work with farmers who share a commitment to excellence. He also unpacks the complexities of green coffee trading today and why market volatility is often more difficult to navigate than high prices alone.

Credits music: "Midnight Dynamite" by Alessia in association with The Coffee Music Project and SEB Collective. Tune into the 5THWAVE Playlist on Spotify for more music from the show

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