Steven Kessler, a seasoned professional in the coffee industry, has officially inaugurated Sugar Leaf Coffee Roasterie in Milwaukee. This new venture, located in the vibrant Bay View area, specializes in roasting premium coffee for wholesale clients. Kessler's business commenced operations in March, marking a significant milestone after more than twenty years dedicated to the specialty coffee sector.
New Coffee Roastery Unveiled in Milwaukee: Sugar Leaf Coffee Sets Focus on Wholesale Excellence
In the spring of 2025, specifically on March 1st, a new independent specialty coffee roastery, Sugar Leaf Coffee Roasterie, began its journey in Milwaukee's Bay View neighborhood. Spearheaded by the highly experienced Steven Kessler, the establishment occupies a 1,300-square-foot facility. Initially, Kessler employed a Probat L12 roaster to fulfill orders for wholesale customers, regional grocery stores, and online consumers. By summer, a larger Primo XR15 roaster was integrated into their production line as the primary machine, with the Probat serving as a reliable backup.
For Mr. Kessler, this enterprise signifies his inaugural role as a founder and sole proprietor, leveraging over two decades of accumulated expertise from various specialty coffee companies. His career commenced as a barista, and he delved into coffee roasting in 2006 during his tenure in Phoenix, where he contributed to Espressions Coffee Roastery as both a roaster and customer service representative. Upon returning to Milwaukee, he joined Anodyne Coffee Roasting, where he initially roasted and later transitioned into wholesale, a role he maintained for over fifteen years. Kessler frequently engaged with the production team, conversing with roasters and participating in cupping sessions, which kept him deeply connected to the craft.
Sugar Leaf Coffee Roasterie represents a pivotal moment in Kessler’s professional trajectory, embodying an autonomous and forward-looking vision. Rather than immediately establishing a retail cafe, Kessler intends to concentrate intensely on wholesale roasting and cultivating strong relationships with his clients. He expressed that while a flagship store might eventually be considered, his primary interest lies in empowering his customers' success and providing them with unparalleled support, aligning with his comfort zone developed through years in the wholesale domain.
The launch of Sugar Leaf Coffee Roasterie under Steven Kessler's leadership is a testament to perseverance and focused expertise within the specialty coffee industry. It highlights the importance of deeply understanding one's craft and market before expanding. Kessler's strategy to prioritize wholesale relationships and quality production over immediate retail expansion offers a valuable lesson in sustainable business growth. His journey underscores that true success often stems from a profound commitment to one's core strengths and client support.