Moschetti Coffee Roasters is celebrating 35 years of brewing success as the new year begins. The roastery has hosted weekly coffee tastings for over two decades, and this Saturday, the tradition continues with a special event marking the beginning of a new chapter for the business. The company is undergoing a rebranding, including an updated website, a new roasting machine, and a fresh look that reflects the owner’s French heritage.
A Fresh Start for Moschetti Coffee Roasters
Fabrice Moschetti, the owner of Moschetti Artisan Roasters, is excited about the upcoming changes. “I don’t even remember the last time we did a rebrand,” Moschetti said with a laugh, looking forward to the refresh. He aims to create a more advanced and seamless website, improving the customer experience while maintaining the essence of his French roots.
Moschetti moved to the U.S. from France in 1989, and founded his coffee roasting business in 1990. He relocated to Vallejo shortly after, and jokingly says, “We’ve been serving 25 to life in Vallejo.”
The roastery has come a long way since its humble beginnings. Initially using a small 12-kilo roasting machine, Moschetti now roasts with a 70-kilo machine, meeting the growing demand for his freshly roasted coffee.
Rebounding After the Pandemic
Like many businesses, Moschetti Artisan Roasters struggled during the COVID-19 pandemic, especially as the roastery’s primary clients—hotels and restaurants—saw a decline in business and needed less coffee. However, Moschetti is optimistic about the future. “After the pandemic, we’ve been picking up business, and we’re almost back to pre-COVID numbers,” he says.
A Focus on Freshness and Community
While Moschetti Artisan Roasters is known for its wholesale operations, the company also runs a retail store and café. Moschetti encourages customers to buy freshly ground coffee, emphasizing that, just like cookies or bread, coffee is best when it’s fresh. “Large companies can’t compete with us because we roast today and sell it to you tomorrow,” he adds.
For over 20 years, Moschetti has hosted weekly coffee tastings in Vallejo, an event inspired by his love for the city. Moschetti wanted to change negative perceptions of Vallejo when he sold his coffee across the Bay Area. “We wanted to show people that we have a very strong community here,” he explains.
The tastings are unique in that Moschetti doesn’t charge artisans or musicians to participate. “There’s synergy here. People come, try our coffee, buy a cookie from George who makes amazing cookies, buy some crafts, and have a great day,” he says. These events have helped highlight a different side of Vallejo. “A lot of people come here and tell me, ‘I didn’t think Vallejo was like that,’” Moschetti adds.
This Saturday’s tasting event will be the first of the new year, and Moschetti is excited to share a bit of holiday cheer. “We’ll try to put a little bit of best wishes in the cup,” he says.
The coffee tastings have become not just a marketing tool, but a way for Moschetti to do some positive PR for Vallejo. “We’re a for-profit business, but it’s good for business, and it helps showcase the community,” he says.
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