Who am I?
I am Andy. I have spent more than 20 years in marketing across B2C and B2B, working in industries including telecom, aerospace, FMCG, and retail. Along the way, I found one obsession I never let go of: specialty coffee.
What began with a trip to Ethiopia has grown into a lifelong pursuit that continues to shape my work and life. I founded FLTR Magazine to publish thoughtful writing on coffee. I created The Home Barista Show to give home brewers a stage and a community. And I joined Brewing Gadgets as Chief Brand Officer to take part in building one of the most important specialty coffee companies in the Middle East.
Each step has been another way of diving deeper into coffee, from storytelling and community to helping shape the future of the industry.
What do I plan to write about?
FLTR Paper is where I connect those experiences to marketing and business. You can expect practical insights you can apply to your own work, whether you are building a café, growing a brand, or trying to understand why some companies last while others disappear.
Sometimes I will write about coffee. Sometimes I will write about marketing. Often, it will be both. The goal is clarity and ideas you can use.
Am I going to spam you?
No. You will receive one email a week, every Saturday.
Why subscribe?
Because good marketing is simple when you understand the fundamentals. And because coffee is never just coffee. It is also a way to understand people, culture, and business.
