Episode 73: A Journey into Exceptional Coffee with Amir Gehl of Difference Coffee

Imagine finishing a luxurious meal at a top-tier restaurant, savouring every bite, and having the experience capped off with a disappointing cup of coffee. It's a scenario hospitality professionals know all too well—and one that Amir Gehl, founder of Difference Coffee, is determined to change. In Episode 73 of Season 3 of the Ceres Podcast, hosted by Stelios Theocharous, Gehl takes listeners on an eye-opening journey into the world of ultra-premium coffee, sharing insights that could transform how your business approaches its coffee offerings.

Gehl's story starts unexpectedly. A former tea drinker with no love for coffee's bitterness, he stumbled into the industry after his wife convinced him to buy an espresso machine. What began as a casual experiment—trying rare varietals like Kona and Jamaica Blue Mountain in his kitchen—soon blossomed into Difference Coffee, a company obsessed with sourcing the world's finest beans. This episode isn't just about coffee; it's about passion, quality, and rethinking what's possible in hospitality.

One standout moment is when Gehl recounts his shock at the restaurant's coffee quality. "I'd say 99% of the time, the coffee in my capsule at home tasted better than what I was given in a restaurant," he admits. For hospitality businesses, this is a wake-up call. If a home-brewed capsule outshines your offerings, what's the last impression you're leaving with your guests? Gehl's solution—supplying rare, competition-grade coffees in capsules or beans—offers a practical fix, especially for establishments without the volume to justify a full barista setup.

The conversation digs into the nitty-gritty of coffee sourcing, revealing Gehl's unique approach. He doesn't traipse through farms himself; instead, he bids on the highest-scoring micro-lots from global coffee competitions, like Panama's Geisha or Ethiopia's Cup of Excellence. "I'm not the coffee hunter—I'm just the highest bidder," he quips, highlighting a strategy that guarantees quality without the legwork. For businesses, this translates to a reliable way to serve the "Petrus of coffee"—a luxurious touch that can justify a premium price point, like the £50 cup he once sold in London.

Ethics also take centre stage. Gehl pulls no punches, critiquing fair trade and arguing that its premiums often fall short of ensuring farmers a decent living. "People buy fair trade believing it brings good income to farmers, and it doesn't always," he says. His alternative? Speciality coffee, where higher prices directly benefit growers—like the Panama farm he works with that funds schools for pickers' kids. It's compelling for hospitality leaders to rethink sourcing, balancing profit with purpose.

The most surprising insight is Gehl's take on coffee's role in a meal. "What's the point of spending a few hundred quid on a good bottle of wine at a Michelin restaurant, only to be served a cup of coffee that might have cost 10p to produce?" he asks. It's a question that lingers, urging businesses to see coffee not as an afterthought but as a critical part of the guest experience—one that could define their reputation.

For practical takeaways, Gehl offers three gems: buy speciality-grade beans, prioritise freshness, and invest in decent equipment (no freebies from suppliers promising the world). Whether serving guests or brewing at home, these tips cut through the noise of coffee marketing hype.

This episode shines with Gehl's candidness and expertise, delivered in a conversational tone that's as approachable as it is informative. His passion for quality—evident when he confesses his love for the floral, tea-like Geisha varietal—makes you want to taste what he's talking about. It's a masterclass in how small changes can yield big rewards, tailored perfectly for hospitality professionals looking to impress discerning clientele.