Who we are

Songer and Associates are product-oriented coffee specialists, testers, and tasters that go beyond information and advice to achieve bottom line results.  See more...

About Us

Songer and Associates are product-oriented coffee specialists, testers, and tasters that go beyond information and advice to achieve bottom line results. All product aspects are considered, from sourcing the greens to roasting and the marketing aspects involved. Unlike most consultants, Songer has worked for over 20 years in retail and wholesale levels of the coffee industry, where day to day costs and profitability matter.

The coffee market is in a state of flux, with changing consumer requirements on one end and changing supply aspects on the other. Coffee roasters and retailers must develop products that can meet or go beyond consumer expectations using available resources. The challenge faced by green coffee producers is to find the market segment that will most highly value what they produce.


Biography for Paul Songer

SongerPaul V. SongerPaul Songer has been in the specialty coffee business for over 25 years. He began his career at Allegro Coffee Company, a pioneering wholesale specialty roaster in Boulder, Colorado, repairing and installing espresso machines. During his career at Allegro, he moved from equipment to cupping and training, writing technical manuals and conducting training with sales staff, customers, and internal sensory panels.

In 1998, Songer took the position of Director of Coffee Operations at Coffee Analysts, an independent lab specializing in the sensory, chemical, and physical analysis of coffee. This led to further independent research and a certificate of sensory analysis at the University of California at Davis. During this period he was a judge for one of the initial barista competitions (then sponsored by Torani Syrups).

He serves as Head Judge for Cup of Excellence (a producing-country based coffee competition) and works as an independent consultant on technical and sensory aspects of coffee.