Ask an Expert: Matthew Hansen
We love sourcing, roasting, smelling, tasting, crafting, and drinking coffee. So, let’s meet our Coffee People—like Matthew Hansen, Peet’s Graphic Designer, Brand Marketing.
Why/how did you get into the industry?
After what was truly a life defining moment—which is a story for another time—I realized that my college’s industrial design department wasn’t the right place for me, and I needed to regroup. I packed up my stuff and headed back home to Berkeley. I wanted a job which could be flexible with both a school schedule and rigorous gigging schedule (you guessed it, I’m a musician). A coffee shop seemed to fit the bill, but not just any coffee shop—Peet’s on Vine & Walnut. Proximity wasn’t the reason that Peet’s was the obvious choice, it was the deep history, the lifetime of familiarity I had with the brand that influenced my decision. In some of my earliest memories—and indelibly scattered throughout my childhood—was Peet’s Coffee: the bag on the counter, the smell of a freshly brewed cup of coffee filling the house. It was always in my life because my mom was a total fanatic, a true Peetnik. Even during our brief stint living in New York, she coaxed her best friend back home to buy her beans and then ship them out to her.
Tell us a bit about your coffee journey—where you began and where you are now.
Getting hired at the original Peet’s at the corner of Vine and Walnut, there’s a distinct expectation that as a member of the staff, you’re a true coffee expert (sure, the training is dense, and the company has high standards, but it’s the customers who keep you accountable for your depth of knowledge!). I was hooked, this world-inside-of-a-world felt endless, and I didn’t want to stop learning. Latte art, and a higher standard for drink-making started taking the world by storm, and I was all in. While the discipline and mechanical skills kept me engaged, it was the reactions from the customers that I fell in love with; the way that they received our beautiful, artistic, delicious expressions of care. Changing someone’s mood—or entire day—was such a fulfilling feeling. The pursuit of the craft was the thing that ended up landing me at the Peet’s Home Office. I got the chance to work in the training department. That role didn’t last long … instead, it opened a door. I found a new home that brought together everything I love—coffee, art, visual communication, curiosity, and the drive to keep learning. That path led me straight to graphic design.
How do you recognize a fellow coffee expert/nerd/fan?
There’s a subtle head nod…IYKYK 😉
What’s your coffee routine?
Rule: You just don’t mess with the first cup of coffee in the morning!
My coffee routine is simple but consistent and hasn’t changed much over the past 15 years. My coffee gear: Burr grinder, scale, gooseneck kettle, Chemex. It starts with fresh whole bean coffee: 20 grams for dark roast, 25 grams for medium. The grind setting depends on the grinder, but I will tweak it if the entire brew process isn’t finishing at around 3 minutes. When I'm using a filter, I want a medium fine grind that just holds the peaks when a I've placed a small pile of grounds in my palm, made a fist, then opened my hand again. I’ve been using a Fellow kettle for years now which has my water ready for me in the morning, holding a temp just off the boil. I start with rinsing the filter and pre-heating the Chemex (don’t forget to pour that water out before you start brewing!). After adding the grounds to the Chemex and giving the Chemex a little side to side shake to level out the coffee bed, I place it on the scale, tare the weight, start my timer, and gently saturate the grounds with water (aiming for a 2:1 water to coffee ratio and doing my best to not let any of that water drip all the way through). I let the bloom magic happen for 30 seconds, then start my brewing. (I’m a counterclockwise-pour kind of guy, but I won’t judge those who choose clockwise.) I add 100ml of water in 3 stages, allowing the water to move its way through the coffee almost entirely before adding the next round of water. The only real notes I have about this process without diving off the deep end is: aim for an even distribution of water across the top of your coffee bed. That’s why using a counterclockwise pouring motion is ideal: you start from the center and move your way outward, then back in. You avoid over-extracting your coffee, which can lead to a bitter cup. If you are looking for a brighter, fruitier, more lively expression (because you ride a fixie or something) after you bloom, just focus your pour to the center. While brewing, I will usually toss some hot water into my favorite Heath Ceramics coffee mug (it’s a texture thing, I’ve never liked smooth porcelain cups). Once my scale hits 354ml, I’m done. I take the filter out, give my coffee a nice swirl, pour it into my favorite mug, and enjoy. While there are endless techniques, tricks, and recipes you can try, I promise you that this is the road to a damn fine cup of coffee, one that I’ve been enjoying for quite some time now.
Any advice for the budding coffee enthusiast?
Do your best to appreciate the coffee you drink and allow it to be more than just a consumable. Create a ritual, a moment of self-care or reflection. Share a conversation with someone over a cup of coffee, let it be the connector. Not only do you form a deeper appreciation for the coffee, you also let the coffee become the catalyst to enrich your life in unexpected ways. Who knows, you might meet your new best friend or partner (I did!).
FINAL QUESTION
What are you drinking right now?
I’m drinking two coffees regularly, Arabian Mocha Sanani and Big Bang. When Ethiopian Super Natural is available, I’m brewing that! There is this earthy, chocolatey, berry sweet thing that I love to find in coffee, and these are best in class. As I taste these throughout the year, I relish noticing the slight differences, the nuances that gently remind me that these beans represent a snapshot in time, one that you can taste.