What inspired Openflor?
Openflor was born from a shared commitment to building a more equitable, human-centered coffee industry. With decades of experience in quality evaluation, market strategy, and trade, Ben and Sandra have seen firsthand the challenges producers and exporters face when accessing new markets.
They founded Openflor to bridge that gap—providing expert guidance, strategic connections, and the tools needed to thrive in an evolving coffee landscape. Their mission is simple: help green coffee communities succeed by ensuring their coffee reaches the right buyers, at the right time, for the right value.
Openflor’s services:
We’re here to support your goals: our wide range of services are tailored to meet your needs for the biggest impact. We focus on:
Creation of market linkage opportunities
Market and business strategy
Capacity building through education & training
Coffee product guidance and quality evaluation
Sales and marketing support
Sandra Elisa Loofbourow
Hola! I’m Sandra, a certified Q Instructor, seasoned green buyer, roaster, and industry leader dedicated to building a more sustainable and equitable coffee supply chain. As a founding Director of The Crown: Royal Coffee Lab & Tasting Room and co-host of the bilingual podcast Cafetera Intelectual, I’ve worked at the intersection of education, quality evaluation, and market strategy. Through Loupe Coffee Consulting and now Openflor, I help producers and exporters navigate the complexities of the specialty coffee market—bridging expertise in quality, sourcing, and sales to create lasting opportunities.
Ben Bicknell
Hello, I'm Ben! I've spent the last 24 years bridging education, sales, and brand management in the specialty coffee industry. As Australia's first CQI-certified Q Grader and a Q Arabica Instructor, I’ve had the privilege of shaping coffee quality standards while supporting professionals across the supply chain. From judging at the Australian Coffee Championships and World Barista Championships to working closely with exporters and buyers, my passion lies in fostering connections and expanding market access. I believe that a more equitable, sustainable, and inclusive coffee future starts with strategic collaboration—and that’s exactly what we’re building with Openflor.
What makes us uniquely qualified
At Openflor, we believe that a more human-centered and equitable coffee industry is possible—one where producers, exporters, and green coffee purveyors have the tools, knowledge, and connections they need to thrive in global markets.
We are industry experts, Q Instructors, and market strategists who bridge the gap between producing regions and consuming markets. With deep expertise in quality evaluation, sales strategy, and trade show activations, we help coffee professionals navigate the complexities of the global coffee trade and position their coffee for success.
Our work is rooted in education, access, and opportunity. From guiding exporters through market entry strategies to supporting producers in honing their quality and storytelling, we ensure that great coffee reaches the right buyers.
We work globally, with a special focus on Latin America, Southeast Asia, and Africa—helping coffee businesses connect with key consuming markets in the U.S., Europe, and Australia. Whether it’s at a trade show, in a cupping lab, or through hands-on coaching, Openflor is here to help you grow, connect, and succeed.
Join us in building the coffee industry we deserve.
