Yehor Chekalov on the Trends Roasters and Cafés Need to Watch

A Roaster’s View on the Changing Landscape of Coffee

It starts with the smell: bold, bright, and unmistakable. Coffee has always had a way of drawing people in, but these days, it’s doing more than simply waking us up. According to the 2025 National Coffee Data Trends Report by the Specialty Coffee Association (SCA), consumption of speciality coffee in the United States has reached an all-time high. Driven by younger drinkers, the market is leaning toward sustainable sourcing, ready-to-drink formats, and flavour-forward experiences.

Yehor Chekalov, a long-standing member of the SCA, experiences these shifts daily. As Head Roaster at REV Coffee in San Antonio, he has transformed a modest local roasting setup into a fast-growing wholesale operation, while also building integrated training programmes tailored to the real needs of modern cafés.

Before relocating to the U.S., Yehor founded three coffee shops across Ukraine, known for reshaping suburban coffee culture, and authored a practical guide for baristas that remains popular among professionals. A two-time SCA-certified roaster and recipient of the Mill City Roasters Diploma, Yehor blends technical precision with a grounded, real-world understanding of what makes coffee both memorable and scalable.

In this interview, he shares how the most significant trends in coffee today are taking shape in practice – from community-driven service models to flavour innovation and the rise of relational café culture.

A Relationship-Driven Coffee Culture

What stood out to you most in this year’s SCA data?

What struck me is that the data finally reflects what we’re seeing daily on the ground. At our cafés, customers no longer ask, “Is this good coffee?” They ask who roasted it, where the beans came from, and what gives it its unique flavour. Cafés ask the same. People are looking for transparency and trust. I believe we’re moving into a relationship era in coffee; it’s no longer just transactional, and that shift allows for real creativity.

From Local Roaster to Ecosystem Builder

You’ve transformed REV from a local operation to a wholesale hub. What does your model offer beyond beans?

Most roasters just ship coffee and consider the job done. We wanted to build something more complete, something that actively supports café success. Our wholesale model includes tailored bean selection, staff training, equipment calibration, and even basic tech support. If a café’s espresso isn’t quite right, we don’t just blame the barista, we help diagnose whether it’s the roast, the dose, the machine, or the water.

I often describe it as building an ecosystem, not operating a vending machine. We create systems that protect quality all the way to the customer’s cup. Communication and feedback loops are key – clients send us videos, machine settings, even ask for live support during busy hours. That’s how deep the relationship goes.

For many new or expanding cafés, this support is the difference between survival and real growth. They’re not just buying beans; they’re buying confidence and continuity.

Sustainability in Sourcing and Training

How does REV’s model address sustainability beyond just buzzwords?

Sustainability is about system design. We source beans from producers with strong environmental practices and ethical labour standards. I make those decisions personally, ensuring transparency and traceability. On the training side, I teach baristas how to reduce waste, use equipment efficiently, and treat machines as long-term tools. That ethos is passed down to customers. When baristas care, customers notice.

The Rise of Fruit-Forward Roasts

What are the biggest flavour trends you’re seeing in roasting?

There’s a clear move towards expressive, fruit-driven flavour profiles, especially among younger consumers. Light roasts, naturals, anaerobic fermentations – drinkers are looking for complexity and contrast. At REV, we’re experimenting with single-origin batches that highlight unusual terroirs. But it’s not just about extremes. Balance is key – flavours should be intriguing but accessible, even for someone new to speciality coffee.

Bringing Quality Coffee to Local Communities

You opened cafés in Kyiv’s suburbs before it was trendy – why?

Because good coffee shouldn’t be reserved for city centres. I grew up in a place where quality meant travelling for it. I wanted to flip that model and bring great coffee to where people already live. In these neighbourhoods, we weren’t just another café – we became part of the community. That approach still shapes how I think today: community first, hype second.

Empowering Baristas Through Training

Sales grew under your leadership in Austin – what did you do differently?

We gave baristas ownership of quality. Instead of just following scripts, they learnt how to adjust in real-time, read espresso shots, and manage rushes with calm. When people understand both the “why” and the “how,” everything improves – speed, service, and return customers. It wasn’t magic, it was shared knowledge and collective confidence.

Ready-to-Drink: Convenience Without Compromise

Are you seeing growth in ready-to-drink coffee – and is REV entering this space?

Absolutely. Cold brew, even iced mushroom coffee, is thriving, particularly in active cities like Austin. People want something fast, but not at the expense of quality or values. We’ve had B2B clients enquire about kegged nitro cold brew for quick-service options. At REV, we’re exploring small-batch bottling, but it has to be logistically sound – quality and shelf life are non-negotiable.

Why His Barista Guide Keeps Circulating

Your “Navigator for Beginner Baristas” has become widely used. Why did it resonate?

Because it’s practical and written in the language baristas actually speak. Most guides feel theoretical – mine was written during live shifts, with queues of customers and broken equipment. It’s based on experience, not just ideals. It covers everyday situations, not competitions. Baristas relate to that, it’s a survival guide for the Saturday morning rush, not a textbook.

Training Gen Z: Storytelling and Meaning

Younger drinkers care about ethics and meaning. How has your training changed?

Today’s baristas – especially Gen Z – want to know the story behind the coffee. So I train with context. I tell them where the beans come from, why we roast a certain way, how their work shapes the customer experience. It’s not just training, it’s cultural onboarding. When they understand the bigger picture, they become more invested and curious.

Real Lessons from Real Cafés

How do you balance formal certification with hands-on experience?

Certifications gave me structure – but running a café during a lockdown taught me resilience. Fixing broken equipment at 2 am or walking deliveries across town during Lockdown – that sharpens your instincts. I believe in both: classroom learning plus lived experience. Because coffee is people, weather, machinery, and stress – and you only master that by doing.

The Vision for Crowd Coffee Company

You’re launching your own café in 2026 – what makes it different?

We’re building more than just a coffee shop – it’ll be a lab, a classroom, and a meeting place. I want roasting, training, flavour testing, and open dialogue to coexist under one roof. Customers will be able to see, learn, and even participate. That’s how we move coffee forward; by letting people into the process, not keeping it behind the scenes.

The Coffee Profile of 2025

Finally, what flavour defines 2025, and what are you drinking right now?

I think 2025 will be the year of expressive clarity – coffees that are bold yet clean, with vibrant fruit or floral notes and none of the muddiness you sometimes get with experimental processing. Washed Ethiopians with bright citrus, or well-fermented naturals that still finish crisp.

Personally, I’ve been drinking a honey-processed Honduran with silky body, dried apricot, and cacao notes. Comforting, yet complex. Like an old song with new lyrics.

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