Unleashing Creativity in a World of Infinite Variables

A life fueled by passion

In life, we sometimes lose interest in the things we once loved. And just as easily, we can grow to love something we never paid much attention to before.

Jackson grew up in a rural town of just 100 people, and when he started working as a barista at 16, coffee was something he held no special attachment to. What first sparked his motivation to take coffee seriously was a casual suggestion from the shop owner: “If you want a raise, you could get certified and start roasting.”

But what began as a lighthearted step into the unknown ended up changing everything. Alongside a 100-hour roasting practicum, Jackson dove into books and videos – and before long, he was completely captivated by the world of coffee.

“What excited me was how you could adjust a cup’s taste and profile just through roasting. In other words, there was room to be creative. And that really drew me in.

“I came to realize something else, too. Each cup of coffee tastes different, whether by design or by accident. And there’s always a reason behind those differences. If you want to dig deep into the details, it’s an endless source of information.

“What thrilled me was the realization that I was drinking something that had come from the other side of the world. I started to dream of traveling the world, meeting producers, and bringing great coffee to cafés and roasters everywhere.”

Still, the grounded part of him knew that if he wanted to work in coffee on a global scale, he’d need credentials people could trust. So after completing his undergraduate degree in international business, he went on to pursue an MBA in France.

He had originally planned to return to the US after graduation, but having fallen in love with the people, food, and culture in France, he chose to stay. He couldn’t find work in green coffee, though, so he joined Nissan, where he had interned during grad school. As a marketing manager, he oversaw campaigns for two car models, gaining hands-on experience in data analysis, budget management, and cross-functional collaboration.

“What I appreciated most at Nissan was being surrounded by people who were genuinely passionate about their work. I couldn’t quite share their passion for cars, but I drew a lot of inspiration and energy from them. I saw it as my job to contribute to the team, so for two full years, I never even thought about switching careers. I just stayed present and gave my all to the work in front of me.”

Something shifted for Jackson in 2024. During a two-week vacation, he traveled with a close friend through nine cities in Spain. Each place left its mark – vivid landscapes, time shared with his friend, unexpected encounters with strangers along the way. That journey, in all its beauty, awakened a desire he hadn’t even realized was still there.

He wanted to keep living a life filled with discovery and passion. And for him, that meant returning to coffee. Ready to make a change, he reached out to someone he already knew on the TYPICA team.

“Back at Nissan, I often felt envious of my coworkers who were so clearly passionate about their work. I couldn’t help but want that kind of life for myself, too. I’d always had the desire to return to coffee, but I just didn’t know when or how it would actually happen.”

Like a consultant for roasters

Some might call Jackson’s path to TYPICA roundabout, but nothing was wasted. The skills he honed at Nissan as a marketing manager now serve him well. His knack for numbers has become a real asset as he works to build and deepen relationships with roasters in France, Germany, Belgium, and Switzerland.

“Something I make a point of is always being ready to provide the information a customer needs, right when they ask for it. For instance, there are several ways to pay for green coffee, so I make sure to have documents prepared in advance outlining the total cost and payment schedule for each option. If I said, ‘I’ll get back to you later,’ or ‘Please check our website,’ I could end up missing the opportunity altogether.

“Roasters tend to be extremely busy. At smaller operations, one person is often juggling multiple roles. Even at larger, more structured companies, the person responsible for sourcing green coffee usually has a heavy workload. That’s why I believe there’s real value in delivering the information they need, simply and quickly.”

And it’s paying off. Less than six months in, Jackson has already secured new clients in France.

“A big part of that progress comes from the trust TYPICA had already built before I joined, the fact that I’ve lived in France for about four years and speak the language, and my feel for the country’s business customs and unspoken rules. But apart from that, I think it’s because I’ve dedicated a lot of time to having in-person conversations and communicating with each roaster.

“Whenever I meet someone new, my first instinct is always to learn more about them. The better I understand who they are, the better I can offer support that’s tailored to their needs. And that’s what leads to results.

Even if we don’t have the right fit for them at the moment, if I know what they’re looking for, they’ll come to mind the moment it becomes available, and I can reach out right away. I think that kind of personalized support is what builds real trust. My job is to help them succeed in whatever way I can. I honestly feel like I’ve become their consultant.”

A world where everyone plays a key role

The first dream Jackson ever had was to become a famous musician. It made sense – he grew up in a musical family where everyone, from his parents to his sister, sang and played instruments.

But like many childhood dreams, that one quietly faded in his early teens. He realized he didn’t have exceptional talent. And that life in the spotlight just didn’t feel like his path.

“What I love about coffee is that you don’t need to be in the spotlight to succeed. You don’t have to be a barista champion or a famous roaster to be creative. Especially in the world of specialty coffee, everyone in the supply chain plays an essential role.

Producers decide which varieties to grow, how to manage their farms, and how to process their beans. Roasters shape the flavor through roast levels and profiles. Baristas influence the final cup through their brewing methods and recipes. In the end, every individual decision and creative touch helps shape the value of the coffee.

What ties coffee, marketing, and even music together for me is that they’re all creative outlets. Each one is a way to express myself. Even just brewing coffee in your own kitchen can be a creative act.

On the other hand, when you don’t feel like you’re creating anything, life can start to feel pretty boring. At my previous job, there were times when the work felt like nothing more than following numbers, and that reminded me why I needed to return to coffee.”

In 2020, after finishing his undergraduate studies and before starting grad school, Jackson spent five months running a limited-time online store selling his own roasted coffee. The pandemic had shifted consumer behavior online, and he saw an opportunity. By tapping into word-of-mouth, refining his presentation, and emphasizing the limited-time nature of the store, he turned even the simplest product into something people felt excited about. But that process of creating something from nothing didn’t just excite users, it also thrilled Jackson most of all.

“I think I’ve always had a habit of looking for possibilities, asking myself what I can do with the situation in front of me. Back in my teens, I used to sell popcorn and soda to classmates, teachers, and neighbors. That’s when I learned how building relationships with people could lead to real results. Coffee is the same. It’s not a necessity, but it brings joy. It makes people smile. In that way, it’s just like popcorn or soda.”

Connections lead to more connections

Creating something from nothing doesn’t have to mean starting a business or launching a creative project. TYPICA, with its entrepreneurial culture and emphasis on individual ownership, felt like a natural environment for Jackson.

“If the roaster is open to it, I offer ideas not just about green coffee, but also about roasting or café operations, as if I were part of their team. Many of them started their own businesses, so we share a similar mindset. That’s why our conversations are so stimulating and fun.”

What I’ve come to realize is that a roaster’s decision about where to buy their green coffee often comes down to something deeply personal. France is a great example. Simple feelings like “I trust this person,” “I relate to them,” or “I just like them” can form the basis of a connection. And those connections keep multiplying. I really believe this kind of network grows exponentially.

TYPICA shines a spotlight, through our people and platform, on producers who have something to say and deserve more recognition. We make sure their coffee doesn’t go unnoticed. That’s why I feel a deep responsibility to bring each producer into clear focus for the roasters.

Working at TYPICA makes me feel like I’m part of something larger and important. As we pursue our 2030 goal of becoming the world’s leading platform for direct trade green coffee – both in quality and scale – I want to help share our values with the world. That’s why it’s so important to meet each customer with care, and to keep earning their trust and delivering results, one conversation at a time.”