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Bellwether Coffee and Square Mile Coffee Roasters Unveil Exclusive “Heza Hills” at World of Coffee Geneva

Bellwether Coffee and Square Mile Coffee Roasters Unveil Exclusive "Heza Hills" at World of Coffee Geneva

June 27 - 2025

Coffee Geography Magazine


As Europe’s premier specialty coffee event, World of Coffee, opens its doors in Geneva this week, a groundbreaking collaboration takes center stage. Industry innovators Bellwether Coffee and James Hoffmann’s acclaimed Square Mile Coffee Roasters (London) are unveiling an exclusive, sustainably crafted coffee: the highly anticipated Heza Hills roast from Burundi. This debut represents far more than a new offering—it showcases a transformative model for the future of coffee roasting.

Attendees at Booth #1422 will be the first worldwide to experience samples of Heza Hills, roasted exclusively on Bellwether’s revolutionary, all-electric Shop Roaster. This landmark machine, recently honored with the 2024 World of Coffee Best New Product award, enabled Square Mile to develop a meticulously tailored roast profile meeting their uncompromising standards for exceptional taste, quality, and supply chain transparency. The full release of Heza Hills is scheduled for July 2nd.

Sourced meticulously from smallholder farmers tending the five hills surrounding the Heza Washing Station in Burundi’s Kayanza Province, these beans embody distinctive terroir. However, the true innovation lies in Bellwether’s proprietary roasting technology. As the world’s first and only ventless, fully automated commercial roaster, it slashes emissions by nearly 90% compared to traditional gas-powered systems – a critical reduction given that roasting accounts for 15% of coffee's carbon footprint. The roaster requires no gas lines or complex ventilation, operating efficiently on standard 230V power with its compact, plug-and-roast design, making high-quality, sustainable roasting radically more accessible. 

This partnership builds upon a successful pilot program launched last year, inspired by James Hoffmann's earlier solar-powered roasting experiment in California. It arrives at a pivotal moment for the industry, as retailers grapple with rising costs and intensifying pressure to reduce environmental impact. Bellwether and Square Mile demonstrate that the future of specialty coffee can be both electric and sustainable, without sacrificing the pinnacle of quality and flavor that discerning consumers and professionals demand. Heza Hills stands as a delicious testament to a cleaner, more responsible roasting process, setting a new standard for the industry to follow.

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