Tracy Allen

Founder and President, Brewed Behavior

Tracy is CEO of Brewed Behavior, founded to offer comprehensive support to all segments of the coffee industry. His approach to consulting involves changing behaviors through education and providing strategy and growth solutions at every touch point. Brewed Behavior works primarily with coffee roasters and producing countries to improve their marketing efforts and sales programs.


Brewed Behavior Kansas City, MO

Founder & President

Zoka Coffee Roaster & Tea Company Seattle, WA


Proctor & Gamble Company

Beverage Specialist

The Roasterie Kansas City, MO


World Barista Championship

Chair: Rules and Regulations
Committee Member
Certified Judge

United States Barista Championship

Chair: Judges Training Committee Member
Certified Judge

Specialty Coffee Association of America Long Beach, CA

Vice President
Chair: Audit Committee
Chair: Retailers Committee
Executive Committee Member

Awards and Certifications

Specialty Coffee Association of America

Super Taster Designation
Mose Drachman Sales Award Recipient

Roast Magazine

2007 Macro Roaster of the Year Award

Certified Q-Grader "Super Taster"

Certified Q-Grader Instructor

Professional Bio

Allen 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 Allen with developing the Folgers and Millstone brands. Allen 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, Allen 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 Allen was recognized as the sixth-ever SCAA member to receive the Mose L. Drachman Award for Outstanding Sales & Service.The culmination of the latter has now led Tracy to where he is today. Both the founder and CEO of Brewed Behavior and SCAA President.

How can Brewed Behavior help you?

The cost of an unclear plan or lack of information is often an increase in competition and a decrease in market share. Brewed Behavior provides education and guidance to those who are truly committed to success in the specialty coffee wholesale market.

We utilize demographic studies and consumer behavior trends to determine your unique value proposition. We provide you with the tools to build a customized infrastructure and solid wholesale branding—from growing and roasting coffee to identifying and delivering to your customer.

Brewed Behavior recommends Bellissimo Coffee InfoGroup: The Experts in Retail Coffee Consulting, Education and Training.

Coffee business owners from around the world have sought Bellissimo Coffee InfoGroup’s expertise, from single cafés to drive-thrus to major chains, from entrepreneurs to Fortune 500 companies. Bellissimo’s knowledge, insight and industry credibility can help you achieve success in specialty coffee retailing.

It's not just a business... it's a behavior.