The San Franciscan Roaster Company is Under New Ownership

A San Franciscan SF10 10-pound-capacity roaster. Daily Coffee News photo by Lily Kubota.

Nevada-based San Franciscan Roaster Company is under new ownership and leadership, with food manufacturing executive Dave Marson buying the company and Matthew Sewell named CEO.

The financial terms of the deal, which follows the unexpected death of longtime San Franciscan owner Bill Kennedy in December 2025, have not been disclosed. A company source told DCN that the deal includes all of the company’s assets and brand.

San Franciscan Roaster Owner Dave Marson. Courtesy photo.

“There is real history here, real craftsmanship and real loyalty from customers who believed in this brand for decades,” Marson said in an announcement from the company. “Our responsibility now is to stabilize the company, support customers, strengthen operations and manufacture the best possible products. We are committed to honoring what made this company special while building the foundation necessary for its future.”

Dave Marson and his wife, Jan Marson, founded Nature’s Bakery, the nationwide snack bar company later acquired by Kind, part of Mars Inc., before launching waffle manufacturer Marson Foods.

Sewell returns to San Franciscan after previously holding operations and engineering roles with the company. He also was a founder and operator of Reno-based specialty coffee roasting company Magpie Coffee Roasters.

San Franciscan Roaster Company CEO Matthew Sewell. Courtesy photo.

A company source told DCN that San Franciscan currently has eight employees, including returning former employees Paris Kennedy, Alejandro Munoz and Brent Kennedy. The company said it is also exploring potential collaborations with local universities and colleges, including the University of Nevada, Reno, for future hiring and workforce development.

Founded in 1992, San Franciscan produces commercial drum roasters used by specialty coffee companies in the United States and internationally. Its current lineup includes the SF-1 sample roaster, plus 6-pound, 10-pound, 25-pound and 75-pound commercial roasters.

The company said it plans to continue manufacturing its existing product lines while investing in operations and longer-term growth. The company also said it plans to support existing customers by “delivering on commitments,” and to “address inherited operational and financial obligations.”

A San Franciscan machine. Daily Coffee News photo by Nick Brown.

“We understand the responsibility that comes with carrying this name forward,” Sewell said in the company announcement. 

The San Franciscan Roaster Company was founded in 1992. Bill Kennedy purchased the company from PER Inc., the manufacturer of San Franciscan roasters, from Sherman Dodd in 2008.

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