Congratulations to @harborperk on their new SF-25!
We love seeing roasting become part of the coffeehouse experience—drawing people in, sparking curiosity, and giving customers a chance to witness the craft behind every cup.
Thank you for trusting @sanfranroaster to be part of your journey.
🎥: @harborperk
#sanfranroaster #harborperkcoffeehouseandroastingcompany #SF25
🔥ROAST DAY🔥
Batching ✅
Roasting ✅
Blending ✅
Just another day turning green beans into your next obsession. ☕⚡️🔥
#KingsCoastCoffee
#CoffeeRoaster
#SpecialtyCoffee
#FreshRoastedCoffee
@sanfranroaster
Drum’s spinning, beans are dancing… and we’re over here daydreaming about that first sip ☁️☕️
Daydreaming about the moment this roast hits your cup—the aroma, the warmth, that first smooth, “okay yeah… this is the one” kind of sip.
First crack pops, smoke rolls, and suddenly it’s not just roasting… it’s the start of someone’s favorite part of the day.
#RoastDay #FreshCoffee #CoffeeVibes #KingsCoast @sanfranroaster
FreeBird is more than a business. It is something we are building as a family.
At World of Coffee in San Diego, we were learning, dreaming, and letting the next generation see what it looks like to build something with purpose.
FreeBird is about more than great coffee. It is about legacy, craft, and creating something meaningful that lasts.
From bean to being, this is family work!
#FreeBird #WorldOfCoffee #FamilyBusiness #FromBeanToBeing #specialtycoffee
Bill Kennedy was an artifact of an older age. Statesmanlike, considered, massive in scale in every way. Oldest brother of five, father and husband, a leader in his industry. Intelligent, hilarious, visionary.
I count myself beyond lucky to have learned from him, supported him and been supported by him. And I will never forget him or his legacy of kindness in an industry that can scour the skin off your heart.
Goodbye, Bill. We will all miss you dreadfully.
Longer tribute sent out to Unfiltered email community today.
Bill Kennedy, the CEO, Owner, and Head Honcho (self-proclaimed) of San Franciscan Roaster Company (SFR), passed away recently. It was a big deal for us to have had the opportunity to interview Bill and then meet him in real life.
Our interactions on the grand scale were brief, but their impact was valued. Bill was generous with his time to me, and provided a much needed boost of courage when he supported my efforts with Roast! West Coast and Coffee People.
Earlier this year, we planned to stop by and visit SFR in Nevada during the Free Coffee Tour. It didn't work out, and we never connected. I told myself that I'd make sure to stop the next time.
I'm grateful I had the opportunity to meet and get to know more about Bill and his coffee journey. This short video below expounds on that and includes a bit of wisdom directly from Bill. For more insights from Bill, listen to his podcast Coffee Roasting Legends on Spotify, or read through and watch the episodes on /blog. We also reshared our entire original interview on our website. #coffeeroastinglegend #billkennedy
It is with heavy hearts that we share the passing of our CEO and President, Bill Kennedy, owner of The San Franciscan Roaster Company.
The loss of Bill is beyond words. He was not only a leader in our industry, but a true legend. His passion, craftsmanship, and deep knowledge shaped countless roasters and coffee companies—our own included. Before his time in coffee, Bill was a teacher and later a principal, and that calling never left him. He had a rare gift for teaching, whether it was the art of roasting or a lesson pulled from history, always shared with warmth, curiosity, and purpose.
When Bill spoke about his younger years, he loved to tell stories of flying small planes—stories marked by the same curiosity, courage, and love of learning that defined his life. His wisdom, generosity, and unmistakable laugh touched everyone fortunate enough to know him.
Bill leaves behind a loving wife and six children. He leaves a legacy that will continue to guide and inspire this industry for generations to come.
We will honor his life by carrying on what he built—continuing to craft artisan roasters as he would expect. Bill often quoted The Ideal Team Player: “hungry, humble, and smart.” Those words will continue to guide how we work, lead, and care for one another.
He will be profoundly missed, but never forgotten.
Thinking about a new roaster? 2025 might be the strongest year in a decade to make the investment. Section 179 incentives + $0 down for 90 days = real savings and immediate production power. Link in bio or comment “finance” to learn more!
There’s a special kind of magic in the roastery — the shifting colors, the evolving aromas, and the steady hum of the SF-25 at work, paired with the power of their SF-75 roasting alongside it day to day. Craftsmanship in motion.
Huge thanks to @catcloudcoffee for sharing this beautiful behind-the-scenes moment using their San Franciscan Roasters.
Comment “connect” to learn how our team can help you build the perfect roasting setup for your space.
🎥: @catcloudcoffee
#sanfranroaster #catandcloudcoffee #roasterysetup
