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We ran a music venue with a coffee counter and could not find a bean good enough to serve at it. So we learned to roast, badly, then less badly, then well enough that people started asking for bags.
Seven years later there are two cafes, ten roasts and a roaster that is still hand-tuned every morning. Everything is certified organic because that is the only way we know what is in the bag. Nothing is roasted in bulk because that is how you hide bad beans.

A brick room behind the first cafe. One drum roaster, a scale, a notebook with seven years of profiles in it. You can watch from the counter; most people do.