{"id":14076,"date":"2025-06-23T12:15:38","date_gmt":"2025-06-23T03:15:38","guid":{"rendered":"https:\/\/typica.coffee\/en\/?page_id=14076"},"modified":"2025-06-25T14:58:58","modified_gmt":"2025-06-25T05:58:58","slug":"cm-jackson-booth","status":"publish","type":"page","link":"https:\/\/typica.coffee\/en\/cm-jackson-booth\/","title":{"rendered":"Unleashing Creativity in a World of Infinite Variables<\/strong>"},"content":{"rendered":"\n
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A life fueled by passion<\/strong><\/strong><\/h4>\n\n\n\n

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.<\/p>\n\n\n\n

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: \u201cIf you want a raise, you could get certified and start roasting.\u201d<\/p>\n\n\n\n

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 \u2013 and before long, he was completely captivated by the world of coffee.<\/p>\n\n\n\n

\u201cWhat excited me was how you could adjust a cup\u2019s taste and profile just through roasting. In other words, there was room to be creative. And that really drew me in.<\/p>\n\n\n\n

\u201cI came to realize something else, too. Each cup of coffee tastes different, whether by design or by accident. And there\u2019s always a reason behind those differences. If you want to dig deep into the details, it\u2019s an endless source of information.<\/p>\n\n\n\n

\u201cWhat 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 caf\u00e9s and roasters everywhere.\u201d<\/p>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/section><\/div><\/div>\n\n\n\n

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Still, the grounded part of him knew that if he wanted to work in coffee on a global scale, he\u2019d need credentials people could trust. So after completing his undergraduate degree in international business, he went on to pursue an MBA in France.<\/p>\n\n\n\n

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\u2019t 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.<\/p>\n\n\n\n

\u201cWhat I appreciated most at Nissan was being surrounded by people who were genuinely passionate about their work. I couldn\u2019t 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.\u201d<\/p>\n\n\n\n

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 \u2013 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\u2019t even realized was still there.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

\u201cBack at Nissan, I often felt envious of my coworkers who were so clearly passionate about their work. I couldn\u2019t help but want that kind of life for myself, too. I\u2019d always had the desire to return to coffee, but I just didn\u2019t know when or how it would actually happen.\u201d<\/p>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/section><\/div><\/div>\n\n\n\n

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Like a consultant for roasters<\/strong><\/h4>\n\n\n\n

Some might call Jackson\u2019s 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.<\/p>\n\n\n\n

\u201cSomething 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, \u2018I\u2019ll get back to you later,\u2019 or \u2018Please check our website,\u2019 I could end up missing the opportunity altogether.<\/p>\n\n\n\n

\u201cRoasters 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\u2019s why I believe there\u2019s real value in delivering the information they need, simply and quickly.\u201d<\/p>\n\n\n\n

And it\u2019s paying off. Less than six months in, Jackson has already secured new clients in France.<\/p>\n\n\n\n

\u201cA big part of that progress comes from the trust TYPICA had already built before I joined, the fact that I\u2019ve lived in France for about four years and speak the language, and my feel for the country\u2019s business customs and unspoken rules. But apart from that, I think it\u2019s because I\u2019ve dedicated a lot of time to having in-person conversations and communicating with each roaster.<\/p>\n\n\n\n

\u201cWhenever 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\u2019s tailored to their needs. And that\u2019s what leads to results.<\/p>\n\n\n\n

Even if we don\u2019t have the right fit for them at the moment, if I know what they\u2019re looking for, they\u2019ll 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\u2019ve become their consultant.\u201d<\/p>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/section><\/div><\/div>\n\n\n\n

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A world where everyone plays a key role<\/strong><\/h4>\n\n\n\n

The first dream Jackson ever had was to become a famous musician. It made sense \u2013 he grew up in a musical family where everyone, from his parents to his sister, sang and played instruments.<\/p>\n\n\n\n

But like many childhood dreams, that one quietly faded in his early teens. He realized he didn\u2019t have exceptional talent. And that life in the spotlight just didn\u2019t feel like his path.<\/p>\n\n\n\n

\u201cWhat I love about coffee is that you don\u2019t need to be in the spotlight to succeed. You don\u2019t 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.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

What ties coffee, marketing, and even music together for me is that they\u2019re all creative outlets. Each one is a way to express myself. Even just brewing coffee in your own kitchen can be a creative act.<\/p>\n\n\n\n

On the other hand, when you don\u2019t feel like you\u2019re 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.\u201d<\/p>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/section><\/div><\/div>\n\n\n\n

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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\u2019t just excite users, it also thrilled Jackson most of all.<\/p>\n\n\n\n

\u201cI think I\u2019ve 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\u2019s when I learned how building relationships with people could lead to real results. Coffee is the same. It\u2019s not a necessity, but it brings joy. It makes people smile. In that way, it\u2019s just like popcorn or soda.\u201d<\/p>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/section><\/div><\/div>\n\n\n\n

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Connections lead to more connections<\/strong><\/h4>\n\n\n\n

Creating something from nothing doesn\u2019t 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.<\/p>\n\n\n\n

\u201cIf the roaster is open to it, I offer ideas not just about green coffee, but also about roasting or caf\u00e9 operations, as if I were part of their team. Many of them started their own businesses, so we share a similar mindset. That\u2019s why our conversations are so stimulating and fun.\u201d<\/p>\n\n\n\n

What I\u2019ve come to realize is that a roaster\u2019s decision about where to buy their green coffee often comes down to something deeply personal. France is a great example. Simple feelings like \u201cI trust this person,\u201d \u201cI relate to them,\u201d or \u201cI just like them\u201d can form the basis of a connection. And those connections keep multiplying. I really believe this kind of network grows exponentially.<\/p>\n\n\n\n

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\u2019t go unnoticed. That\u2019s why I feel a deep responsibility to bring each producer into clear focus for the roasters.<\/p>\n\n\n\n

Working at TYPICA makes me feel like I\u2019m part of something larger and important. As we pursue our 2030 goal of becoming the world\u2019s leading platform for direct trade green coffee \u2013 both in quality and scale \u2013 I want to help share our values with the world. That\u2019s why it\u2019s so important to meet each customer with care, and to keep earning their trust and delivering results, one conversation at a time.\u201d<\/p>\n\n\n<\/div>\n<\/div>\n<\/div>\n<\/section><\/div><\/div>\n\n\n\n

<\/p>\n","protected":false},"excerpt":{"rendered":"

A life fueled by passion In life, we sometimes lose interest in the things we once loved. And just as easily, …<\/p>\n","protected":false},"author":3,"featured_media":14095,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"template-staff.php","meta":[],"acf":[],"toolset-meta":{"template-staff-narratives":{"staff-name":{"type":"textfield","raw":"Jackson Booth"},"staff-outline":{"type":"textarea","raw":"In January 2025, TYPICA welcomed a new Community Manager to its Europe team: Jackson Booth, from the US state of Minnesota. For Jackson, joining TYPICA marked the realization of a dream he\u2019d nurtured since his teenage years, to one day work as a green coffee supplier.\r\n\r\nAfter studying international business at university in the US, Jackson launched a limited-time online store during the pandemic. He went on to earn an MBA in France, gained experience in marketing both as a freelancer and at Nissan, and eventually joined TYPICA. He\u2019s now building new client relationships and deepening connections with existing partners mainly in France, where he\u2019s spent the past four years.\r\n\r\nIt\u2019s been about a decade since Jackson first became captivated by the vast and intricate world of coffee while working as a barista in high school. Now that he\u2019s gained the skills and experience to channel that passion, what is it that drives him today?"}}},"_links":{"self":[{"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/pages\/14076"}],"collection":[{"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/comments?post=14076"}],"version-history":[{"count":6,"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/pages\/14076\/revisions"}],"predecessor-version":[{"id":14094,"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/pages\/14076\/revisions\/14094"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/media\/14095"}],"wp:attachment":[{"href":"https:\/\/typica.coffee\/en\/wp-json\/wp\/v2\/media?parent=14076"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}