The Science of Coffee Roasting in Marrakech

At HESPERIS® COFFEE FACTORY, roasting is more than just a process, it’s an intricate dance of science, tradition, and passion. Located in the vibrant Quartier Industriel Sidi Ghanem in Marrakech, our roastery is a haven for coffee lovers, where the world’s finest beans are transformed into exquisite specialty coffee. With an unwavering commitment to quality, we meticulously source, roast, and serve coffee that tells a story in every sip.

In our roastery, we roast both HESPERIS® and AMANTIS®, carefully crafting each profile to suit the unique needs of coffee aficionados and professionals alike.

Each coffee bean carries the essence of its origin, a product of the terroir, the soil, the altitude, and the care of the farmers. We work directly with farmers and specialty coffee cooperatives across twelve countries, selecting from sixteen distinct coffees. Our focus is on single-origin coffees with unique flavor profiles, sourced from high-altitude farms where slow-growing beans develop a dense structure and deep complexity. We source from renowned coffee-growing regions, including Brazil, Ethiopia, Papua New Guinea, Colombia, and Guatemala, to name a few. Sustainability and ethical sourcing are paramount, ensuring fair pay for farmers and prioritizing fresh harvests. Before a coffee reaches our shelves, it undergoes meticulous cupping sessions to evaluate aroma, acidity, body, and balance.

Once ready for roasting, our philosophy centers on precision and craftsmanship. We roast in small batches, using traditional, handcrafted methods on high-end roasting equipment. Every origin and variety is given a tailored roast profile to highlight its best characteristics. We never overstock roast; instead, we roast only what is needed to maintain peak freshness. Frequent cupping ensures consistency, and for AMANTIS, designed for HORECA professionals, we fine-tune roast curves to meet the demands of baristas who require reliability and high performance.

The moment coffee beans reach their ideal roast level, they are rapidly cooled to lock in their flavors. The beans then rest for a few days to allow carbon dioxide to escape, a process known as degassing, ensuring optimal taste when brewed. Packaging plays a vital role in preserving freshness. HESPERIS coffee is sold in 250g bags, utilizing one-way degassing valves to prevent oxidation. AMANTIS, available in both a 100% Arabica version and the AMANTIS Forte 70% Arabica / 30% Robusta blend, caters to Moroccan palates that are still transitioning to 100% Arabica specialty coffee. It is packaged in larger sizes for professional use, also using degassing valves.

Marrakech's climate presents some challenges for coffee storage due to its high temperatures and fluctuating humidity levels. However, with the right precautions, we maintain optimal coffee quality. We use an air-conditioned storage room and keep humidity around 50-60%. To prevent moisture fluctuations, we store green beans in GrainPro bags inside jute sacks, ensuring their freshness and longevity.

Moroccan coffee culture traditionally favors a stronger, darker roast with bitterness, while specialty coffee is roasted to a medium level, allowing its natural acidity and fruit-forward notes to shine. Since coffee is a fruit, it is meant to have a certain level of acidity rather than excessive bitterness. We are on a mission to educate and shift perceptions, moving away from commodity coffee that is overly bitter and nearly burnt, towards a specialty coffee experience that offers aromatic complexity and full traceability.

Our approach to quality control is rigorous. We invest in routine moisture content testing, water activity testing to predict shelf life, and color analysis after roasting to confirm consistency. Sensory analysis and cupping are integral to our process, ensuring the highest standards in every cup. Our just-in-time roasting model ensures that coffee is roasted as close to shipping as possible, keeping our green coffee inventory fresh and well-rotated.

Our coffee lineup is as diverse as the palates of our customers. The Koutoubia Blend is a full-bodied espresso with deep chocolate and nutty undertones, ideal for milk-based drinks, while the Royal Blend offers a balanced espresso with hints of caramel and citrus. Our single-origin selection is crafted for those who appreciate the unique flavors of specific regions, best enjoyed through filter brewing methods like pour-over, Chemex, Aeropress or even a cold brew. We also take pride in our traditional coffee offerings, including a Turkish Coffee Blend with a fine grind for a rich and aromatic experience and an Arabic Coffee Blend, which we serve at our coffee shop, infused with saffron, cardamom, and cloves for an authentic taste.

At HESPERIS® COFFEE, we believe that the best coffee experiences come from knowledge and appreciation. Our Coffee Academy offers courses for both beginners and professionals, covering everything from espresso preparation to advanced brewing techniques. Led by Specialty Coffee Association trainers, these sessions help deepen the understanding of coffee, from bean to cup. More than just a roastery, HESPERIS COFFEE FACTORY is a place where coffee culture thrives. Whether you’re visiting to purchase freshly roasted beans, enjoying a handcrafted espresso at our café, or attending a workshop, you’re stepping into a world where coffee is celebrated in its purest form.

Every bean has a story. Let us share it with you, one cup at a time.