About ROCC
Roasters Of Central China
a wholly owned foreign enterprise in Wuhan, PRC 2012.
Mission: Make Life Better
Vision: to build a Community and
provide a Playground for amazing coffee.
What started as an artisan roastery with wholesale clients all over Hubei province, became a Coffee Express and Coffee Discovery Bar for the foundation of a full SCAE Coffee Skills Training Program with students all over China. Certified SCAE Courses were offered on-site in Wuhan as well as off-site with training partners in Hangzhou, Beijing, Shenzhen and Xining.
In 2017, ROCC China was closed so that its founder, Adam Carpenter could return to the USA and build a new iteration focussing on training the next generation of coffee professionals. The YouTube Coffee Training Channel was started with learners worldwide gaining access to the former SCAE coffee curriculum while entering into a new era of fully online and hybrid on/offline SCA certified training at www.HowToCoffeePro.com.
Today, ROCC is the owner of SCA.Training, HowToCoffeePro and YouTube Coffee Training properties among other projects to serve coffee pros.
About SCA.Training
Our goal is to connect thirsty coffee students with coffee coaches and master instructors. No matter if you’re new to coffee or an old pro, we’re glad you stopped by.
ROCC Coffee has been a leader in SCA training and before the merger of the one and only Specialty Coffee Association (SCA) our founder, Adam S. Carpenter (a long time SCAE advocate and trainer) setup an email, domain and brand around SCA.Training.
The Specialty Coffee Association of Europe (SCAE) dates back to 1998 and expanded rapidly across Asia due to their logical curriculum design and open empowerment of Authorized SCAE Trainers. It was in China while leading ROCC (Roasters of Central China) that our founder, Adam, happened into the SCAE curriculum. Shortly after Adam graduated Professional certification in all x5 coffee modules, there were talks of the SCAE merging with the Specialty Coffee Association of America (SCAA). This was circa 2017-18, but the merger took nearly 2 years of debate, inquiry and vote from all members and leaders. The new SCA curriculum was built upon the original Coffee Diploma System (CDS) of the SCAE with x16 modules, but evolved to become the new Coffee Skills Program (CSP) as it incorporated elements of training from the SCAA.
That’s a mouthful of acronyms, but the goal for SCA.Training remains aligned with the new SCA to "act as a unifying force" for coffee enthusiasts and professionals globally to make coffee better (SCA slogan) with the original mission of ROCC To Make Life Better.
As consultants and trainers we are expanding our content to serve a broad audience of coffee learners and professionals beyond the scope of the Specialty Coffee Association alone. There is much to learn and much good work to be done to make our industry and our world a better place. We’re glad to work hand-in-hand alongside you in this effort.