Asher’s Story

Asher Yaron at the video shoot for the Power Roaster Kickstarter Campaign video.

Pak Kopi, aka Asher Yaron, has spent the past many years studying, researching, and practicing many different techniques and processes for the most widely used psychoactive drug on the planet, Coffea Arabica, or Arabica Coffee. Through extensive testing his discoveries and theories have often been opposed to the beliefs and practices of the coffee industry.

Mr. Yaron has over ten years experience as a coffee roaster and believes that the roasting process (specifically, eliminating the time between roasting and consuming) is the key to creating the best coffee. He has invented his own commercial coffee roasting machines that he has been manufacturing and selling to cafes and chefs around the world. For the past 7 years he has been promoting micro-roasting and gave a TEDx talk in 2012 in Ubud, Bali, that is one of the most popular coffee talks of all time.

In addition, Mr. Yaron has also created a YouTube Channel, “Coffee University”, in which he teaches about different aspects of the coffee making process.

For the past 3+ years he has focused on bringing the roasting experience directly to the consumer in their own home. His latest project has been the creation of a home coffee roasting machine he calls “The Power Roaster”.

Pak Kopi believes that there is a lot more to coffee than its usefulness as a pleasant caffeinated beverage.  He states:

Coffee cannot be fully understood without exploring its effect on human consciousness. Our minds are focusing mechanisms that have the ability and power to focus our thoughts and attention upon what we want to create (manifest) in the physical world. Arabica Coffee assists us in this process, and the purer the form that we are consuming, the more powerful and beneficial are its effects.

Pak Kopi, aka Asher Yaron, has spent the past many years studying, researching, and practicing many different techniques and processes for the most widely used psychoactive drug on the planet, Coffea Arabica, or Arabica Coffee. Through extensive testing his discoveries and theories have often been opposed to the beliefs and practices of the coffee industry.

Mr. Yaron has over ten years experience as a coffee roaster and believes that the roasting process (specifically, eliminating the time between roasting and consuming) is the key to creating the best coffee. He has invented his own commercial coffee roasting machines that he has been manufacturing and selling to cafes and chefs around the world. For the past 7 years he has been promoting micro-roasting and gave a TEDx talk in 2012 in Ubud, Bali, that is one of the most popular coffee talks of all time.

In addition, Mr. Yaron has also created a YouTube Channel, “Coffee University”, in which he teaches about different aspects of the coffee making process.

For the past 3+ years he has focused on bringing the roasting experience directly to the consumer in their own home. His latest project has been the creation of a home coffee roasting machine he calls “The Power Roaster”.

Pak Kopi believes that there is a lot more to coffee than its usefulness as a pleasant caffeinated beverage.  He states:

Coffee cannot be fully understood without exploring its effect on human consciousness. Our minds are focusing mechanisms that have the ability and power to focus our thoughts and attention upon what we want to create (manifest) in the physical world. Arabica Coffee assists us in this process, and the purer the form that we are consuming, the more powerful and beneficial are its effects.

View Asher's Timeline

Asher’s Timeline

2008

Asher’s epiphany about fresh roasted coffee…

March 20, 2008

…after making an espresso with his La Pavoni machine using fresh roasted coffee (roasted in their hot air popcorn popper) his new tenants presented him at lease signing of his newly renovated commercial property.

2008

Asher’s sharing of his fresh roasted coffee…

June 15, 2008

…with family and friends and realization that a coffee roasting business is being born.

2008

The creation of Asher’s first Commercial Coffee Roaster…

November 16, 2008

…with the help of friend Rourke Ball, and the first batch roasted on that machine .

 

 

2008

The creation of Asher’s new fresh roasted coffee brand, “Wake-Up! Coffee”.

December 6, 2008

2009

Commencement of “Wake-Up! Coffee” fresh roasted coffee deliveries to the Ashland Food Coop

January 10, 2009

2009

Renovation of “Wake-Up!” Coffee van

May 11, 2009

Full-size 1982 Chevy van originally purchased for $250!

 

 

2009

Asher creates his “FreshRoast” System of coffee production…

June 5, 2009

…involving his 2 products: fresh roasted whole bean coffee and cold brewed coffee.

2010

Asher returns to Bali, Indonesia for a visit…

March 15, 2010

…after being away for 3 years. He and his family decide to move to Bali permanently where Asher plans to start a coffee company in Bali dedicated to creating coffee “from the cherry to the cup”. They liquidate all remaining possessions on their decision to leave the US.

2010

Asher begins building his coffee business in Bali…

October 2, 2010

…starting at the Green School.  He sources local 100% Arabica green coffee from the mountains in Bali and contracts a local roaster to roast and deliver same-day.

2010

Asher begins building his first commercial roaster in Bali…

November 17, 2010

…based on his Oregon-made prototype.  His new machine is bigger, better, stronger, and more durable than his previous machine.

2011

Asher creates his new coffee brand F.R.E.A.K…

February 22, 2011

…(Fresh Roasted “Enak” Arabica Kintamani) along with longtime Balinese friend Nyoman Wirata.

F.R.E.A.K. Coffee logo, laser etched into bamboo and posted at the F.R.E.A.K. Cafe at the Green School, Bali, Indonesia.

2012

Asher gives TEDx talk: “What you didn’t know about coffee” at 2012 TEDx Ubud.

May 22, 2012

His perennially popular talk is currently one of the most popular YouTube videos on coffee with nearly 1.5 millions views, inspiring many to try home roasting in this Fourth Wave of coffee consumption. View Asher’s talk here (and read the full transcript)!

Rehearsal for the 2012 TEDx Ubud event at the Five Elements Resort.

2012

F.R.E.A.K. Café’s 3rd location opens in Ubud, Bali

October 5, 2012

2014

Asher is hired by Casa Italia, a Singapore-based Gelato Company…

August 11, 2014

…expanding their offerings to include coffee, and specifically Asher’s FreshRoast Coffee System (green and sustainable with ZERO waste).  Asher moves to Singapore for 3 months.

2014

Asher moves back to Bali…

November 11, 2014

… and brings with him the first Power Roaster prototype machines to experiment with.

 

2016

Asher discovers hundreds of personal messages…

January 21, 2016

in his Facebook account that were flagged as spam.  He discovers that 95% of them are from people who saw his TEDx talk and were inspired to contact him.  Intuitively knowing that there is a lot of value in these messages, he personally answers each message which takes a total of 38 hours.  Among these messages is one from Raymond Lay, a Singaporean who is stunned that after 2 years Asher is finally returning his message.  Ray purchases one of Asher’s early prototypes and the two begin a relationship that culminates, 3 years later, in the co-founding of Pak Kopi, Pte. Ltd.. a Singapore based limited partnership.

2016

Asher and Ray collaborate on creating their Power Roaster, home coffee roasting machine

May 28, 2016

Trips between Bali and Singapore and daily talking and comparing notes characterize this co-creative process.  With Asher’s roasting experience and Ray’s technical background, the pair set-out to create the best performing home roaster at the best price point.

 

2017

Asher launches a campaign for his new book, “Get Your Fix” on Publishizer

April 29, 2017

Asher goes on later in 2018 to revise and rename the book. See below.

2017

Asher and Ray demonstrate their Power Roaster prototype machine at the Singapore Coffee Festival.

August 3, 2017

For 4 days straight their roaster roasts every 20 minutes for 10 hours a day, for 4 days in a row.  In addition, they host 3 coffee roasting workshops for Festival attendees.  They prove, to themselves, their machine works amazingly well and is very close to launching it on the market.

2018

The Power Roaster is launched on Kickstarter!

March 15, 2018

The project fully funds after 40 days and Asher and Ray have their first orders for 120 machines for delivery by September 2018. Check out the Power Roaster Kickstarter page.

Power Roaster working prototype with Green Coffee before roasting and roasted coffee from the machine.

2018

The Kickstarter campaign concludes and Asher and Ray welcome Brian Griffiths to the Pak Kopi team

April 24, 2018

The Power Roaster campaign beat its target by $2000!

Brian has been a supporter and fan for months and brings his coffee enthusiasm as well as his marketing and web building expertise to the company.

2018

Asher’s book “Coffee – The Fourth Wave, a fresh roasting revolution!” is published

May 15, 2018

Earlier in January 11, 2018, Asher collaborates with good friend and professional writer / editor Scott Fields on his book project. Changes the name of the book “Get Your Fix” to “Coffee-The Fourth Wave, a fresh roasting revolution!” Get your copy at 40% off here!

Are you a Coffee Truther too? Learn more! Buy Asher Yaron's book
Coffee – The Fourth Wave: A fresh roasting revolution and get 40% off today!
Support independent publishing: Buy this book on Lulu.