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San Franciscan Adds Mark Michaelson and Kelly Traw


Mark Michaelson (center) at the 2022 Roasters Guild Retreat in Wisconsin. Daily Coffee News photo.

Coffee roaster manufacturer The San Franciscan Roaster Co. (a.k.a. San Franciscan) has added coffee industry veterans Mark Michaelson and Kelly Traw to its staff.

Michaelson, the 2017 winner of the U.S. Roaster Championship, has been appointed head of education. Traw, who has nearly three decades of specialty coffee industry sales and leadership experience, has been named head of client success.

Kelly Traw

Kelly Traw. Courtesy photo.

Michaelson was the head roaster for Arkansas-based Onyx Coffee Lab from 2012 to 2021 before becoming an independent consultant. He has represented San Franciscan at various trade shows and industry events for more than a year.

“I chose San Franciscan because of the roasters’ consistency and the company’s dedicated service,” Michaelson said in an announcement from the company. “And the people I talk to with San Franciscans love roasting on them; many have been on their roasters for 20 or 30 years.”

Mark Michaelson

Mark Michaelson. Courtesy photo.

Traw, who most recently held a sales position at green coffee trading company Ally Coffee, has held leadership positions at numerous North American coffee and equipment companies, including stints at Franke North America, Modbar, Daylight Mind Coffee Company and Slayer Espresso.

Founded in the Bay Area in 1990 and based in Carson City, Nevada, since 1993, San Franciscan uses U.S.-mined, refined and milled light-carbon steel for all its commercial coffee roasting machines, which range in batch capacities from one to 75 pounds.


A San Franciscan SF10. Daily Coffee News photo.

The company most recently put out an updated version of its popular SF6 model called the “Super 6,” and its 10-pound-capacity SF10 machine launched in 2018.

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