Per'La Specialty Roasters

Per'La Specialty Roasters was established in 2015 in Coral Gables, Florida, by University of Miami alumni Chris Nolte and Paul Massard. The founders launched the company with the specific objective of providing a high-quality alternative to the traditional, dark-roasted coffee styles prevalent in the South Florida market. By implementing a roast-to-order business model, the company ensures that coffee is roasted shortly before distribution, a practice intended to maximize freshness for their clients.

The company’s technical foundation is heavily influenced by the expertise of co-founder Paul Massard, a Certified Q Grader with over two decades of experience in coffee procurement, production, and farming. Massard’s background, which includes roles at the Honolulu Coffee Company and The Roasterie, informs the company’s sourcing philosophy. Per'La prioritizes relationships with producers and focuses on selecting green coffee that aligns with specialty standards, often featuring beans that score above 85 points on the SCA cupping scale.

Operationally, Per'La functions as both a direct-to-consumer retailer and a wholesale partner. They provide custom coffee programs for a diverse range of businesses, including hotels, restaurants, cafés, and corporate offices. This service involves a collaborative design process where the roaster works with partners to align coffee profiles with specific brand identities, guest demographics, and operational requirements. Their facility in Miami serves as the hub for these roasting and distribution activities.

Transparency and quality control are central to their operational ethos. By maintaining a roast-to-order workflow, the company minimizes inventory aging, which is a critical factor in maintaining the sensory characteristics of specialty coffee. Their product catalog typically includes a variety of single-origin offerings from regions such as Ethiopia, Colombia, and Brazil, alongside signature blends designed for both espresso and drip brewing applications.

Beyond its domestic presence in the United States, Per'La has expanded its reach internationally, establishing a presence in Newbury, United Kingdom. This growth reflects the company's evolution from a local startup into a broader supplier within the specialty coffee industry. The leadership team, which includes managing partner Vanessa Valera Nolte, emphasizes a blend of business development, branding, and technical coffee expertise to drive their expansion.

The company is recognized for its commitment to elevating the coffee experience through education and intentional sourcing. By focusing on the inherent qualities of the bean—such as specific flavor notes like raspberry, plum, or dark chocolate—Per'La aims to showcase the diversity of coffee origins. Their approach serves as a documented example of how specialty roasters can scale by integrating professional procurement standards with tailored service solutions for the hospitality industry.