Specialty Coffee Nano Roaster
My name is Sharon Bitton, a specialty coffee nano roaster. My story with coffee didn’t begin as a business — it began with curiosity. A curiosity that turned into an obsession, and years of chasing that perfect moment in the cup. Over time, I found myself chasing coffee — searching for the finest farms in the world, learning about processes, varieties, and elevations. That’s when I realized: coffee isn’t just a product — it’s a story. And that story begins long before it reaches us.
Over time, that passion became a way of life. I invested in top-tier equipment, dove deep into the craft of roasting, and began working the only way I believe in — with coffee at the highest level. I roast in small batches, with a precise and personal approach to every roast, driven by the desire to preserve the unique character of each coffee. My choice is simple — to work only with exceptional coffee. The kind where you can truly taste the farm, the terroir, and the hands behind it.
About five years ago, I founded a third-wave coffee community, driven by the desire to make this world more accessible to others. Within the community, I helped hundreds of people dive deeper into coffee — to understand varieties, processes, and discover leading roasteries from Israel and around the world. What started as a way to share knowledge and support others became an inseparable part of my journey. And today — every bag I roast is a direct continuation of that path.
I chose the name from the moment that excites me the most in every roast — the First Crack. It’s the moment when coffee comes to life. The turning point where everything hidden inside the beans begins to unfold — the aromas, the flavors, the character. For me, it’s not just a technical stage — it’s the moment when everything comes together. The farmer, the process, the selection, and the roast itself. It’s a moment of precision, of listening, of control — but also of emotion. And that’s where the name comes from. Because just like in First Crack, everything truly reveals itself only when it’s done right — with patience, intention, and no compromises.
We score every green coffee sample before purchasing. Only lots that meet our standards make it to the roaster.
We build long-term relationships with producers and pay prices that reflect the true value of their work.
We roast in small quantities to ensure freshness and consistency. Every bag is roasted to order.