Skip to main content



Fortuna Roaster Series: A Million Ways to Roast an Espresso

William Barton, Head Roaster | Fortuna Enterprises, LLC

There are about a million ways to pull an espresso shot, many of which are ideal while many more are not. Similarly, there are about a million ways to roast an espresso. Therefore, the amount of variables involved in a great shot of espresso is mind boggling: a million times a million is, like… a lot.

As the lead roaster at Fortuna, my goal is to unlock the very best elements of each component in our espresso to create a shot that is delicious on its own and stands up in any milk drink.

Two Ways to Approach Espresso

When roasters look at espresso blends, we typically come from one of two angles.
A specific flavor profile is in mind, and ingredients are found that will help achieve that goal. A set of ingredients act as the starting point, and the roaster blends those in the most palatable way.  At Fortuna, we do the former. We have what we think of as a Platonic Ideal espresso shot. My team and I work with a range of different ingr…

Latest Posts

What's Up With Peruvian Coffee?

Are Frozen Coffee Beans More Flavorful?

Fortuna Enterprises Blends With Blendtec for North & South Carolina!

Fortuna Roaster Series: A History of Moka Java

Don't Be Scared of Decaf!

Fortuna Roaster Series - What Is A Peaberry?

Viora: More Than Just A Lid

Coffee May Promote Brain Health, According to New Research

Coffee, Our Bitter Lover - Why We Just Can't Get Enough

The Ceado CP150 Juicer: Quality for the Countertop