Everman wrote:Isn't this not far off from the price of a sample roaster?
I guess I don't understand your question. If you can tell me exactly what is a "sample roaster," then maybe I'll take a stab at it. This is a term that has more than one definition, and it depends on whom you ask.
The idea behind a sample roaster, used professionally, is that a professional roaster can roast up small samples of coffee to evaluate them for flaws and/or to make purchasing decisions. A roaster receives many samples to evaluate for possible purchase in much greater quantities. Another use would be for small batch blending, so that you could try out a blending idea without having to roast a larger quantity of coffee to test out a blend.
The "sample roasters" I have seen on the SCAA exhibit floor (and on websites) are designed to roast very small quantities of coffee, several ounces to maybe half a pound, max. They are often sold in "dual barrel" configurations so that more than one sample can be roasted at a time.
I don't have any idea what the current crop of genuine sample roasters cost, but judging by the ones I have seen in person, they must be very expensive. Small roasting operations are not going to use these, they are going to use much cheaper options, everything from a popcorn popper to maybe a Hottop. Only a large volume, profitable, roasting operation is going to buy a current vintage Probat sample roaster.
Here is a link to the webpage showing the current version of a Probat sample roaster:
http://www.probatburns.com/Equipment/equip_frame.html
Other manufacturers make similar products.
In any event, these are not going to be used for production, they are used for testing purposes only; in fact, the webpage above is indexed under "lab equipment" on the Probat site. If you were the head roaster for Intelligentsia, I'm sure you could justify the cost, but I doubt that very many shops that do their own roasting can afford such a product.
The sample roaster I have, a copy of an ancient Probat/Burns design, is probably more typical of what used to be meant by the term "sample roaster." Although very similar in design to the current tiny Probat sample roaster seen in the above link, it will accommodate 500g per batch:
If the question is, do I think that very many serious roasting companies are going to spend $5,000 for this Diedrich Home Roaster, the answer is an emphatic NO. It is too cute, too complicated, and too expensive for what it offers. If they are going to use it for what a sample roaster is really used for, and if the Probats referenced above cost the same, they'll buy the Probats, or some other similar product. I would be interested to know how many, if any, of this small Diedrich have been purchased for use as real sample roasters; to me, it is unsuitable for that sort of usage.
But, the Diedrich is not in reality a sample roaster. It is a scale model of full sized Diedrich shop roaster. If you read their sales literature, they are looking for a class of customer that exists in very small numbers, if at all. On the one hand, they talk about having designed the thing for serious home roasters. The build quality and operational flexibility with all the airflow options makes sense in that light. But, the price is very high for what it is and what in reality it can do; roast 1lb of coffee without automation, requiring hands on attention throughout the roast. The throughput is an unimpressive 4lbs of green per hour.
The serious home roaster cares about roast quality, controllability of the roast, and price of the roaster. The price is too high and the batch size is too low to attract very many members of this target audience; if they want a low volume roaster, there are many other choices at a tiny fraction of the price.
The other potential audience is people with nice looking kitchens with expensive appliances who think it would be cool to have something like this in their kitchens. These people (for the most part) haven't a clue how to roast coffee and if they are going to use this thing without a lot of training, they are going to need automation, which this roaster does not offer. This sort of purchaser once they learn how much work is going to be involved, maybe having to attend the Dietrich Roasting course in Northern Idaho for 2 days, followed by a real learning curve, are going to head for the exits.
This is a very cool product that is designed for a target audience that in my view does not exist in large enough numbers for this to sell well. It is a niche product and the niche is tiny.
ken