Tracy Allen is CEO of Brewed Behavior, a consultancy founded to offer comprehensive support to all segments of the coffee industry. Tracy helps his clients strategize solutions that elevate quality and profits at every touch point. He works primarily with coffee roasters and producing countries to improve their internal operations.
Tracy started his career at Proctor and Gamble, developing and launching its Folgers and Millstone brands. He went on to co-own Zoka Coffee Roaster & Tea Co., where he launched and grew Zoka’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, Allen was recognized as the sixth member of the SCAA to receive the Mose L. Drachman Award for Outstanding Sales & Service. Visit Brewed Behavior to learn more.