Brewed Behavior was founded to offer comprehensive product-quality and business support to all segments of the coffee industry. Our approach to consulting involves changing behaviors through education in addition to providing strategy and solutions at every touch point. We work primarily with coffee roasters and producing countries to improve their internal operations.
Get to know our team:
Tracy Allen, Founder and President
Tracy works primarily with coffee roasters and producing countries to improve their marketing efforts and sales programs. His approach to coffee consulting involves changing behaviors through education and providing strategy and growth solutions at every touch point.
Tracy grew up in a Midwest farming community and financed his college education by working in retail management. After graduating from the University of Missouri with a B.A. in Economics, he was recruited by Procter and Gamble to take on the newly created position of Beverage Specialist. He had experimented with home roasting for years; due to this and his farming and business background, P&G charged Tracy with developing the Folgers and Millstone brands. He went on to manage operations for a small Midwest specialty coffee roaster, which led him to co-own Zoka Coffee Roaster & Tea Co., where he launched and grew the company’s wholesale division.
As one of the original members of the U.S. Barista Championship Committee and the first chair of the Rules and Regulations committee for the World Barista Championship, Tracy has trained multiple national and regional barista champions and served as a judge and judges' trainer for the USBC and WBC. He is also an SCAA Supertaster, certified cupper and Q-grader instructor. Most recently he was recognized as the sixth-ever SCAA member to receive the Mose L. Drachman Award for Outstanding Sales & Service.
Phuong Tran, Director of Coffee Education
Phuong is a leading expert in training, coaching and mentoring of the barista artisanship. She enjoys sharing her coffee and espresso expertise toward creating a new standard for career development in the specialty coffee industry, working with baristas and coffee shop owners on the finer points of preparing the ultimate beverage.
She was the United States Barista Champion in 2005, and is the owner of Lava Java, a specialty café known in the United States and around the world for excellence and quality in barista training and beverage preparation.
Phuong is a Licensed Q-Grader, a SCAA credentialed lead instructor for Skill Building Workshops and BGA Certification Courses, a certified USBC Head Judge, and has served on the Executive Council of the Barista Guild of America. She has written for major trade magazines including Barista Magazine and Fresh Cup.
Phuong is from the Pacific Northwest and feels blessed live in an area where she can drink many amazing coffees and espressos—from Seattle to Portland—on a daily basis. She loves to cook, eat, fish and ski—and eat some more. But coffee and espresso hold a special place in her heart and keep her traveling the world to cultivate her passion.
Tyler Rovenstine, Director of Coffee Programs
Tyler Rovenstine, Director of Coffee Programs at Brewed Behavior, brings over a decade of experience to the coffee industry. Starting from small neighborhood cafes to large specialty roasters, Tyler has worked as a barista, barista trainer, bar manager, and Quality Control Manager. He is a five-time barista competitor, most notably winning a Regional Barista Championship in 2014, and taking 12th place in the 2014 USBC. Tyler also placed as a regional finalist in the 2012 Brewers Cup. Since moving to Kansas City in 2009, he has established himself as a leader in Kansas City coffee scene. When he’s not making coffee, you will find Tyler with his wife Jaime, and their daughter Frances.
Tyler is also a Level 2 SCAA certified Barista and certified Q Grader.