Luciana’s Journey as a Q Grader & Roaster at GESHA Coffee Co.

We are incredibly fortunate to have Luciana Sturba as part of our team. With a rich background in both Brazil and Australia, Luciana brings a unique blend of experience, passion, and expertise to her role. We sat down with her to discuss her journey into the coffee industry, her experiences, and what drives her passion for exceptional coffee.

Can you share an overview of your career what inspired you to pursue a career in coffee?

I was born in São Paulo, Brazil, the biggest city in South America. Before I entered the coffee world, I was actually a music school teacher, specifically teaching keyboard, for about 5 years.

After having our daughter, Gabriella, I decided to take a break and explore something new. As a family of 3 we moved to the capital of Brazil, Brasília, and it was there that I really started to enjoy the coffee scene around me. Funny enough, I didn’t even drink coffee until I decided to study a barista course! Once I started learning about the different qualities and complexities of coffee, I began to truly appreciate it and eventually fell in love with it.

In 2008, I opened my first cafe in Brasília called Grenat Specialty Coffee. 4 years later, I completed my Q Grader certification, which is a top-level qualification in the coffee industry. It was very challenging! You need to pass 22 assessments in just 3 days, so it requires a lot of study and dedication. 

In 2013, I expanded my cafe by opening Grenat Roastery while continuing to run the café and another that I had also opened. My journey then took me to Patos de Minas, where I partnered with a coffee farmer and relocated the roastery there. Although I stayed in Brasília to look after my 2 cafes, I made monthly visits to oversee the roastery operations (it was around a 6 hour drive one way!)

Managing the 3 businesses while frequently travelling became increasingly tiring and stressful. During this time, my daughter had moved to Perth, Western Australia. By the end of 2017, my husband and I made the significant decision to pack up everything, sell the businesses and move to Australia to be with our daughter, marking a new chapter in our lives.

What did you do when you moved to Perth, and how did you end up connecting with GESHA Coffee Co.?

Once we moved, I decided to pursue a different passion and completed a pastry chef course while working at the Rendezvous Hotel in Scarborough. I then took on a role at Bites By D in Mt Hawthorn, where I made delicious pastries. Despite enjoying this, I found myself missing my involvement with coffee. That’s when I discovered GESHA Coffee Co. online. I loved what they were about and decided to take a chance by reaching out directly to express my interest in working there as a roaster. Daniel got in touch with me, and from July 2022, the rest is history. I have been here for 2 years now and absolutely love it.

How did your experience in Brazil influence your approach to coffee roasting and quality control?

Brazil is the largest coffee producer in the world, so the coffee culture is very rich there. I had the privilege of partnering with a farmer to open up my coffee roastery in Patos de Minas, which allowed me to learn so much about the coffee process (from farm all the way to the cup). This hands-on experience gave me a deep understanding and respect for every step involved in coffee production, which I bring to my work every day.

What does a typical day look like for you as a Q Grader and Roaster at GESHA Coffee Co.?

My day usually starts with roasting and preparing coffee for cupping. I’ll taste the coffees on espresso to ensure consistency and might spend time developing new profiles or adjusting our blends. It’s a mix of routine and creativity, which keeps things interesting.

Can you describe a particularly memorable or challenging project you’ve worked on?

One of the most memorable experiences in my career was being selected as a judge for the Cup of Excellence in Brazil back in 2012. I was 1 of only 20 judges chosen, and the competition is extremely prestigious and rigorous. It involves cupping over 100 coffees in just 3 days, with only the best making it through. It was an incredible honour to be part of that.

What are some of the most important qualities or skills for a Q Grader and Roaster to have?

Having a well-trained sense of smell! Just like we learn to read, write, or count, smelling also requires training. Early in my career, I used the Le Nez du Café Revelation, which is a set of 36 aromas to help memorise and identify different scents in coffee. I still keep it under my desk and revisit it occasionally to keep my senses sharp.

Another important skill is being able to translate what I’m tasting into descriptions that our stakeholders and customers can understand. It’s one thing to know what I’m smelling, tasting and creating, but I need to be able to communicate that clearly to others. 

Consistency is also key, you have to maintain high standards at all times to deliver exceptional coffee.

How do you stay updated with the latest trends and developments in the coffee industry?

I follow various blogs and coffee influencers to keep up with trends and stay educated. Tim Wendelboe, a Norwegian coffee connoisseur, is one of my icons. I actually completed two workshops with him back in Brazil, and his insights have been incredibly valuable to my work.

What do you enjoy most about working with coffee, and what keeps you motivated in your role?

I love drinking coffee and sharing it with others! There’s something special about being able to create a product that brings joy to people’s lives. It keeps me motivated every day.

Can you share a favourite coffee memory or experience from your career?

Passing the Q Grader certification for the first time in Brazil was a significant milestone for me. Out of 20 people in my class, only 2 of us passed the first time. It’s very nerve-racking, intensive, and also expensive. Some people have to take the course 2 or 3 times, and you need to wait a year before you can re-sit. So, passing it the first time was incredibly rewarding.

What’s your favourite thing about working at GESHA Coffee Co.?

I’m empowered and trusted with my abilities to improve recipes. I like to work independently to hone my craft and then share it with the wider team at GESHA when I feel it’s ready for trial. That level of trust and autonomy is something I really value.

Any exciting things you are looking forward to?

I’m really excited about experimenting with our new Diedrich roaster. We recently purchased this special piece of equipment, and it’s sitting in our sensory lab just waiting for me to get my hands on it! I plan to roast small batches that we intend to sell to our customers as limited blends. I did a workshop with Steve Diedrich, and I’m eager to apply what I learned with his equipment.

Learn about Luciana’s approach to coffee cupping here at GESHA Coffee Co.