Interview with Jaimee Noh, Head Roaster at De Mello
One of the first times we featured De Mello in The Roasters Pack was way back in 2014, shortly after being founded in 2013! Since then, a lot has changed.
Looking back at the past 13 years, what is the De Mello team most proud of?
We’re most proud of our consistent passion. This is what continues to strengthen our identity, values, and offerings in a fun and friendly way. How can someone find something “fun” if they’re not passionate about it? Not every attempt was a success; however, every step we took, we thoroughly enjoyed.
What do you love most about your work in specialty coffee?
After pursuing specialty coffee, I realized there are no right-or-wrong answers, and this is what appeals to me the most. I see coffee as a playground for adults. Some might have fun going down the slide, while others might find slides boring and prefer the seesaw. It’s essentially a platform for us to explore possibilities, and a never-ending journey to discover our preferences. For example, the same green bean can taste completely different depending on countless variables—whether it’s the processing method, roast style, grind size, barista, or brewing method; the list goes on and on. Specialty coffee never gets boring because there’s always something new to learn, and the market is constantly growing and evolving.
De Mello recently expanded to South Korea in 2023. What motivated you guys to bring De Mello back to Seoul, and how does the specialty coffee scene there differ from Canada’s?
We dream of one day offering our amazing coffees to more people, just as Francisco de Mello Palheta planted coffee seeds in Brazil and shared coffee with the rest of the world. Seoul just happened to be the first destination. There’s a distinct lifestyle difference between Korea and Canada, which influences the coffee scene. Coffee is regarded as a “beverage” in Canada, whereas it’s often associated with “space” in Korea. It’s a place to hold meetings, hang out with friends and family, and enjoy desserts. Canadians tend to drink coffee mainly in the morning, followed by a significant dip in the afternoon. As a result, it’s common to see cafés close around 3-5 p.m. In Korea, specialty coffee shops stay open late, often until 10-11p.m. There are also far more roastery cafés in Korea. I highly recommend café-hopping there.
What’s something exciting coming up in the pipeline for De Mello?
Something exciting just happened: we expanded our decaf offering. We’re now offering three different processes from three different origins: Sugarcane Process Colombia, Mountain Water Process Brazil, and Swiss Water Process Ethiopia. Many things are changing rapidly in coffee: the perception of decaf, lifestyle shifts, improved processing methods, and an evolving market. We wanted to offer more selection to our decaf drinkers and break free from the stereotype that decaf coffees are boring.
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