Coffee roasting may seem like a solitary pursuit, but for Fritz Lupian Llavore, it’s where he found his voice and purpose. As the Head Roaster at Emirati Coffee Co., Fritz has spent years turning beans into aromatic masterpieces, quietly perfecting his craft behind the scenes.
Fritz’s coffee journey began unexpectedly in 2008 in the Philippines. “Funny enough, my dream job at the time was to become a manager at Jollibee—quite a different path from where I ended up!” Fritz recalls with a laugh. Starting as a barista, he soon realized his passion lay not in fast food, but in the nuanced world of coffee.
Taking a leap of faith, Fritz moved to Dubai in 2010, determined to grow within the coffee industry. He climbed the ranks from Junior Barista to Head Barista in various renowned coffee chains. However, his defining moment came in 2015 when he was sent to Kyoto, Japan, for training in coffee machine repair and roasting. “That experience sparked my deep interest in the craft,” he shares with TGFM.
Joining Emirati Coffee Co. in 2017 marked another significant turning point. “I had the opportunity to refine my skills through the Specialty Coffee Association education system, attend seminars and workshops, and even travel to coffee origins like Colombia, Vietnam, and Brazil,” Fritz explains. These journeys deepened his understanding and appreciation for the art and science behind each cup.
Fritz recently tested his skills on a new stage—the first-ever Specialty Coffee Association (SCA) Coffee Roasting Championship held in the UAE. “I was forced by my boss to participate, just kidding!” Fritz jokes. In reality, he embraced the challenge willingly, eager to push his limits and contribute to the rapidly growing coffee culture in the region. Competing against 31 talented professionals, Fritz emerged as the only Filipino among the top three finalists, a feat that still feels surreal to him. “Representing the Philippines on an international stage is a huge honor,” Fritz shares. “I hope my journey inspires more Filipino coffee roasters to chase their dreams. There’s so much talent in our country, and we deserve to be recognized on the global stage.”
For Fritz, coffee roasting is uniquely compelling because it seamlessly blends scientific precision with creative intuition. “Roasting is the perfect blend of logic and creativity,” he emphasizes. “The science side comes from understanding chemical reactions, heat transfer, and how different roast profiles affect flavor. The art side is trusting your instincts—tweaking variables, experimenting with new approaches, and trying to bring out the best in every bean. No two coffees are the same, and that keeps it exciting. It’s like unlocking a new Anime Arc with every batch.”
Describing himself as naturally introverted, Fritz admits competitions can be mentally exhausting. Yet, he’s learned to harness his energy through meticulous preparation and support from friends and mentors. “Knowing my coffee inside out, practicing consistently, and breaking things down logically helps calm my nerves,” Fritz shares. He even brought in a friend from the Philippines, Jeremy from the Filipino Coffee Institute, to strengthen his technical readiness. When things get too tense, Fritz relies on his favorite pastimes: Anime, Dota, and memes. “A good laugh before a big event is the ultimate stress relief,” he adds with a smile.
To aspiring Filipino baristas and roasters, Fritz offers clear advice: “Stay curious, keep learning, and don’t be afraid to fail. Surround yourself with people who challenge and inspire you. I wouldn’t have achieved this without the encouragement of my boss and colleagues at Emirati Coffee. So, find yourself a company that will support you all the way! And most importantly, just enjoy the process.”
