Hollowbrook RoastersAbout us
A small roaster on Haywood Road.
Dana Whitlock and Eli Navarro started Hollowbrook in 2016 with a secondhand roaster in a garage off Hollowbrook Lane, a few miles outside town. The name stuck when we moved into West Asheville three years later.
How we buy coffee
Most of our coffee comes from the same farms and co-ops year after year. We have bought from the Muñoz family at Finca El Mirador since 2023 and from the La Libertad co-op in Huehuetenango since 2020. For the rest we work with two importers who publish what they pay producers, and we share those prices with anyone who asks.
How we roast
Everything is roasted on a 12-kilo Probat built in 1998, which Eli rebuilt the winter we moved in. We roast on Tuesdays and Fridays, cup every batch the next morning, and keep a log of every profile so a bag of Guji in March tastes like a bag of Guji in May.
Who we are
We are a team of eleven: two roasters, a green coffee buyer, a wholesale and training lead, and a café crew of seven. Dana runs the café and wholesale; Eli runs the roastery and still answers most of the email that comes in.
Want to talk coffee, or work with us? Get in touch.