We sat down with Kathleen Bauer, President and CEO of Moccamaster, to discuss the company’s dedication to tradition, the role of meaningful innovation in shaping its future, and why embracing an analog approach to coffee brewing leads to a richer, more fulfilling experience. From its no-frills design to the passionate customers who swear by their Moccamaster brewers for decades, Kathleen shares how the brand has built a legacy on quality, consistency, and the simple joy of a perfectly brewed cup.
Q: When someone uses your product, what do you hope they feel? Happiness, nostalgia, confidence, fulfillment?
A: When someone uses a Moccamaster, we hope they feel the pure joy of experiencing coffee as it was meant to taste—rich, full-bodied, and true to its origins. Our goal is to inspire confidence that every cup they brew captures the real taste of coffee, just as the roaster and growers intended. We want the user to feel connected to the craft of brewing, fulfilled by the consistency and quality, and perhaps a touch of nostalgia for the timeless art of savoring coffee in its purest form. Every brew should evoke a moment of happiness and appreciation for the little details that make life extraordinary.
Q: How does your brand balance tradition with innovation to stay relevant in today's fast-changing world?
A: At Moccamaster, we honor our heritage by staying true to what has defined us for over 60 years: exceptional craftsmanship, timeless design, and a relentless focus on delivering the best coffee brewing experience. While our core values remain unchanged, we embrace thoughtful innovation to meet the evolving needs of today’s coffee enthusiasts.
For instance, the launch of the KM5 burr grinder marks a significant step forward offering precision grinding to elevate the coffee experience while complementing our iconic brewers. Similarly, our introduction of the glass-lined thermal carafe is a testament to our commitment to innovation, providing unmatched thermal retention with the purity of glass, a feature unique in the U.S. market.
By balancing tradition with meaningful innovation, we maintain our relevance in a fast-changing world while preserving the trust and loyalty we've built over decades. Each new product we create is designed to enrich the Moccamaster experience while staying rooted in our tradition of uncompromising quality and longevity.
Q: Can you share a specific story or example that illustrates how your brand has made a meaningful impact on someone's life?
A: While we may not have a single, standout story to share, the collective voices of our customers speak volumes about the meaningful impact Moccamaster has had over the decades. In the U.S. market, we've witnessed a remarkable transformation—from being an unfamiliar name, with people asking "Mocca who?" to becoming a cherished household name synonymous with quality and durability.
We frequently hear from passionate fans who say, "I love my Moccamaster. I've had mine for over thirty years, and I buy one for all my friends and family during gift-giving season." These stories represent a deep connection between our brand and our customers, as Moccamaster becomes more than just a coffee maker—it becomes a trusted part of their daily rituals and a way to share joy with loved ones.
Every Moccamaster we sell introduces someone to the precision of Dutch craftsmanship and the real taste of coffee. Whether it’s starting their mornings with a perfect cup or creating cherished moments with family and friends, we believe we've made a meaningful impact on all who use our products, turning everyday coffee routines into something extraordinary. It’s this sense of quality, reliability, and the genuine enjoyment of coffee that keeps our customers coming back year after year, generation after generation.
Q: Tell us about your product: how does Moccamaster, in your own words, embody Analog Life?
A: At Moccamaster, we embrace the essence of analog living by crafting coffee brewers that encourage a mindful and hands-on approach to coffee making. Our machines are intentionally designed without programmable timers, inviting users to engage fully in the brewing process. This deliberate choice ensures that each cup is brewed with freshly ground beans and water, enhancing the coffee's flavor, aroma and quality. By focusing on simplicity, Moccamaster allows coffee enthusiasts to savor the ritual of brewing, transforming it from a rushed task into a cherished daily practice. This approach not only honors the traditional art of coffee making but also fosters a deeper appreciation for the nuances of each brew, embodying the principles of an analog lifestyle.
Q: Moccamaster has become a brand synonymous with quality and overall simplicity. A no frills approach that will last consumers years and years (and I’ve found the customer reviews that prove this!) Has this always been the thinking behind the product that has become a coffee-lover favorite over the years?
A: Moccamaster's reputation for quality and simplicity is deeply rooted in the vision of our founder, Gerard Clement Smit. An industrial engineer, Smit established Technivorm in 1964 with a commitment to creating products that marry form and function. His dedication to crafting durable, reliable coffee makers that produce exceptional coffee has been a guiding principle since the company's inception.
This philosophy has been steadfastly upheld by our CEO, Ina ten Donkelaar, who has been with Technivorm since its early days and continues to lead the company with the same dedication to quality, simplicity and sustainability.
Over the years, Moccamaster has maintained a "no frills" approach, focusing on the essentials of excellent coffee brewing without unnecessary features. This commitment to simplicity and durability has endeared our products to coffee lovers worldwide, many of whom share stories of their Moccamaster brewers serving them faithfully for decades. Our enduring design and consistent performance has made Moccamaster a beloved favorite among coffee enthusiasts.
Q: Tell us about your perfect coffee-making routine.
A: My perfect coffee-making routine begins with selecting a single-origin coffee, often from Guatemala or Colombia, to savor the unique flavor profiles these regions offer. I start by grinding the beans fresh with the Moccamaster KM5 burr grinder, ensuring a consistent grind for optimal extraction. For every brew, I carefully measure both the coffee and water, staying true to the precise balance that delivers the best flavor.
In the warmer months, I gravitate toward Ethiopian or Yemeni coffee, drawn to their vibrant, fruit-forward, and jammy notes. After brewing to perfection with my Moccamaster, I pour the coffee over ice for a refreshing yet complex cold drink that highlights these regions' distinct characteristics. It’s a ritual that blends precision, quality, and a deep appreciation for the craft of coffee making.
Q: Could you tell us a bit about the atmosphere/vibe of Moccamaster?
A: At Moccamaster, we cultivate an atmosphere that embodies the principles of analog living, encouraging our customers to slow down and fully engage in the art of coffee brewing. Our commitment to simplicity is evident in our design philosophy; by intentionally omitting programmable timers and complex automation, Moccamaster products allow users to participate actively in each step of the brewing process. This hands-on approach transforms coffee making from a routine task into a mindful ritual, allowing individuals to appreciate the nuances of crafting their perfect cup in 4-6 minutes.
Our dedication to quality and sustainability further enhances this experience. Each Moccamaster is handmade in the Netherlands, reflecting our emphasis on meticulous craftsmanship. We use high-quality, recyclable materials, ensuring durability and a long lifespan for our products. This focus on enduring quality aligns with our goal to create a lasting, meaningful relationship between our customers, their coffee-making routine, and a team environment.
By fostering an environment that values deliberate engagement and quality, Moccamaster encourages customers to slow down, savor the process, and find joy in the simple act of brewing exceptional coffee.
