Wake up and smell the...


The winners of the Good Food Award for coffee will be distinguished by exemplary flavor – sweet, clean, well developed body, balanced acidity and phenomenal aromatics. To qualify for entry, roasters and coffee farmers must emphasize fairness and transparency from seed to cup. This year’s entry criteria seeks to accommodate the enormous cultural diversity of coffee production.


The Good Food Awards rely on the expertise of the coffee community to create the tasting, determine judges and set standards for the category. Read on to learn who has been integral to building the category, as well as what the coffee standard are and who will be judging this year.



Sandra Elisa Loofbourow

Tasting Room Director at Royal Coffee – Emeryville, CA

Sandra is the Tasting Room Director for Royal Coffee’s the Crown. Her experience working as a Spanish/English Interpreter, working in kitchens, and teaching Argentine Tango all influence and inform her approach to coffee. Sandra has been a barista, roaster, and green buyer for several companies in the Bay Area. At the Crown: Royal Coffee Lab and Tasting Room she curates the menu, does brew experimentation and coffee analysis, and serves fascinating coffees and delicious education to consumers and professionals alike.

Tovara Salley

Retail Educator at Equator Coffees and Teas – Fairfax, CA

Tovara Salley is the Retail Educator for Equator Coffees and Teas. She has been making coffee with a smile for over a decade in California, and teaching for three years with Equator. Before coffee, her love of humans was exemplified through teaching yoga. As a lover of all forms of education she is an avid reader and still student of yoga. Her days would not be complete without a yoga flow, several delicious cups of coffee, and engaging community through her retail teams and guest at Equator.

Sheli Maciel

Senior Global Education & Training Specialist at Allegro Coffee – Oakland, CA

Sheli primarily oversees training of the Whole Foods Market coffee bars within the Northern California region while also assisting other trainers throughout the country. She has worked in coffee for almost 12 years and enjoy helping others pursue their goals within the coffee community.

Committee Members

Mallory Roth, Learning Program Manager, Blue Bottle Coffee
Andy Tan
, Brew Coordinator, Equator Coffee & Teas


In order to be eligible for a Good Food Award, coffee entries must meet the following standards:

  • Roasted in the USA or US territories.
  • Traceable back to the producer (or producers) at the farm or cooperative level.
  • Sourced in such a way that price premiums meet or exceed Fair Trade minimums relative to the world commodity price, either through direct trade or through publicly stated policies and in-place processes.*
  • Sourced from farms or cooperatives where:
    • There is an emphasis on pursuing sustainable agricultural practices including water conservation and minimizing or eliminating the use of synthetic inputs.**
    • Transparent, documented practices ensure fair and humane work standards for all laborers. **
  • Made by a roaster that:
    • Prioritizes waste management through water conservation, composting and recycling.
    • Regularly checks roasting air quality.
    • Promotes a safe and enjoyable work environment by implementing policies and programs such as wage transparency, offering development and learning opportunities to staff and sponsoring or participating in social or environmental projects.***
    • Is an upstanding member of the good food community, oriented toward growing their business in harmony with a better food system.

*Prices determined based on C market (min $1.40) plus Fair trade (+ $.20) and Organic ($.30) pricing.
**These commitments can be shown by being third party certified to meet the standards of the following certification programs: NOP Organic, SMBC Shade Grown, Fair Trade (FTUSA/Fairtrade International), Rainforest Alliance or by providing further details regarding the farm, estate, associations or cooperatives in which you source from.
***Such as 1% for the Planet, B Corp, GMO-Free Project, Fair Trade or other local organizations focused on environmental and social responsibility.

Brewing Specs

All entries will be brewed to “Gold Cup Standards”. Our ratio is 60g of coffee per liter of water. Water is filtered for taste and odor and is a proper hardness for brewing. We use the EK 43 Malkhonig grinder and brew on the Bonavita BV1900TS brewer, which is an SCA-certified home brewer. The Blind Tasting will use similar scoresheets and protocol to the Roasters Choice Competition.


O.M. Miles

Business Devleopment Manager, IKAWA, Ltd.

Charlie Habegger

Director, Farmer Relations, Flow Kana

Alicia Adams

Director of Coffee, Red Bay Coffee

Taylor Sullivan

Coffee Buying & Logistics Lead, Philz Coffee

Juliet Han

Head Roaster/Probat Roasting Fellow, UC Davis

Teresa Von Fuchs

VP of Sales, Bellwether Coffee Roasters

Evan Gilman

Creative Director, Royal Coffee

Johnny Randolph

Coffee Educator, Fellow Industries

Michelle Johnson

SoCal Regional Sales Manager, Coffee Manufactory

Michelle Minori

Chef of Research and Development, Off the Grid

Stephen James Davidson

Account Manager, Ally Coffee

Fred Swan

Instructor, San Francisco Wine School

Corazon Padilla

Director of Quality Control, Andytown Coffee

Shelby DeMello

Marketing Manager, Peet's Coffee

Geana Sieburger

Founder/Owner, GDS Cloth Goods

Wendy Winters

California Olive Oil Council, Marketing Manager

Katy Burnett

Market Access and Programs Coordinator, CUESA

Pele Aveau

Training Program Manager, Blue Bottle Coffee

Candice Madison

Director of Roasting, The Crown; Royal Coffee Lab and Tasting Room

Erika Vonie

Sales, Trade Coffee

Rosi Quiñones

Wholesale Account Manager, Royal Coffee

Mokhtar Alkhanshali

Founder, Port of Mokha

Michelle Flemon

Associate Roaster, Equator

Jessica Caisse

Community Manager, Fellow

Lucy Norris

Executive Director, Fresh Approach

Arnold Eric Wong

Proprietor/Founder, Raison d'etre Bakery, The Treasury, The Beehive

Umeko Motoyoshi

Founder, Umeshiso

Madeleine Longoria Garcia

Licensed Q Grader & Espresso Technician, Pacific Coffee Research