Brewing Success: How to Be Bold as an Entrepreneur

About

Name	Edmond Keung
Title	Business Owner
Company	Moving Coffee Roastery
Grad Year	2010
Program	Bachelor of Science in Food, Nutrition and Health
Major	Food Market Analysis

April 3, 2024– Exceptional entrepreneurs stand out for their remarkable products in addition to the passion and unique perspectives they bring to their ventures. From his early days at UBC, where thoughts about a career were far away, to now running a successful business at Moving Coffee Roastery, Edmond Keung has an inspiring story that showcases the importance of differentiating yourself and following your interests. LFS student Leonard Zheng visited Edmond at his local coffee roastery to learn more.

Brewing Success: A Journey into Specialty Coffee with Edmond Keung

As I entered the room, the scent of freshly roasted coffee beans enveloped me and the gentle rhythm of machines grinding filled the air. The place felt cozy, with wooden tables and chairs, and a wall of product displays. Owner Edmond Keung greeted me warmly and offered me a flight of Bishan Dimo brewed in three distinct ways: espresso, piccolo and filter-brewed coffee. He told me that he’s been running this place for many years and he’s passionate about specialty-grade coffee. As I immersed myself in the nuanced flavours of Bishan Dimo, Edmond shared his story.

Deciding to Pursue Food Market Analysis

Studying Food Market Analysis at LFS was a strategic decision. At a very young age, Edmond recognized the importance of standing out in the crowd. When deciding on his major, he used an “elimination process” that enabled him to identify his strengths and weaknesses. Instead of pursuing a major in traditional science, Edmond selected Food Market Analysis as he found it both unique and appealing. The Food Market Analysis major no longer exists, but interested students can study similar topics under the Food and Resource Economics major. Through the LFS Food and Resource Economics program students learn about global food production and distribution through the lens of economics, business management and interdisciplinary sciences.

Getting Started: First-year and Student Life

Reflecting on his early days at UBC, thoughts of a future career were not at the forefront for Edmond. His first year of university was overwhelming and he struggled with the transition from high school to university. While working to stay on track with his courses, he also made an effort to prioritize his life outside of the classroom, including his passion for basketball.

About Moving Coffee Roastery

Moving ahead to today, Edmond is running a business with a unique position in the coffee industry. Instead of traditional commercial-grade coffee, Moving Coffee Roastery focuses on specialty-grade coffee which Edmond believes is often overlooked on the coffee market. The company’s mission, ‘moving specialty coffee forward,’ encapsulates their dedication to tracing the origin of coffee, emphasizing the story in each cup, and sourcing locally to strengthen community bonds. The company also takes part in coffee education. From conducting seminars at UBC to speaking at virtual events, their goal is to raise consumer awareness and enhance public literacy when it comes to specialty-grade coffee.

Why Coffee?

Edmond’s interest in coffee was sparked during a class assignment, for which he was tasked with writing an essay about a food product. While working at Starbucks he became curious about the company’s popularity, which led him to explore coffee more deeply. During this time, Edmond discovered that coffee is the second most traded commodity across the globe, which further fueled his interest in the industry. With his background in food market analysis and passion for specialty-grade coffee, Edmond successfully acquired the Q Grader certificate from the Coffee Quality Institute and started his business.

Joining the LFS Mentorship Program

As a way to give back to the LFS community, Edmond has embraced mentorship, joining the LFS Mentorship program as a mentor. This decision was motivated by a desire to inspire students and connect with their perspectives. Inviting mentees to the roastery has provided reciprocal inspiration for Edmond, whose belief in the importance of this work has been reinforced by sharing it with current LFS students.

Be bold and different!

One piece of advice Edmond shared with me is the importance of being bold and open to trying something unusual yet interesting. This mindset, he believes, is critical for standing out in a competitive world. Encouraging young people to embrace this mindset early in their careers, he emphasizes that failure is a natural part of the journey because it helps you narrow down your choices and find out your strengths and weaknesses. The ability to recover quickly is a unique advantage of being young and young people don’t need to be afraid of failure.