Our Mission

Our mission is to unleash the quality of coffees from the farm to your cup and to reveal the potential of the people working with coffee throughout the whole coffee chain: farming, roasting and brewing.

  • Kelly Abbott, CEO

    When Kelly Abbott became Unleashed Coffee's Owner, Roaster, and CEO in 2021, she brought something the coffee industry rarely sees: a teacher's unwavering belief that everyone deserves fairness, from the classroom to the coffee farm. This SCA-trained Coffee Professional and certified Q-Grader knows what it's like to fuel ambition with purpose, one cup at a time.

    For over 20 years, Kelly started her mornings the same way millions of working professionals do: with coffee as her companion through lesson plans, grading sessions, and the daily mission of shaping young minds. But the more she learned about the coffee industry, the more she realized that her morning ritual was connected to a much larger story—one where the farmers growing her fuel often couldn't afford to drink what they produced.

    That's when Kelly made a decision that would change everything. She traded her classroom for a roastery, diving deep into the coffee trade and mastering the art of roasting. But her teacher's heart never left her.  As a lifelong learner and educator at her core, Kelly continues to expand her coffee knowledge while sharing it with others through in-person workshops and on-demand webinars, where she brings coffee stories, brewing methods, and industry insights directly to curious coffee lovers. Today, she channels that same passion for justice and empowerment into every batch she roasts, ensuring that both the farmers who grow the coffee and the professionals who depend on it are treated with the fairness they deserve.

    At Unleashed Coffee, Kelly doesn't just roast beans—she unleashes potential. Whether you're powering through a morning presentation or finding focus for your evening passion project, every cup supports a supply chain built on living wages, sustainable practices, and the belief that quality coffee should fuel both productivity and positive change.

  • The Founders

    William Murad and Valerian Hrala met at the 2015 Specialty Coffee Association Event in Seattle, WA and decided to tackle a rarely tested question in the specialty coffee world. Ironically, although they met at a conference in Seattle, both men live very close to each other in the Bay Area. William, a farmer originally from the Minas Gerais region of Brazil, and Valerian, a coffee roaster originally from Europe, joined forces to launch a U.S. based coffee roasting company serving US customers, while giving the farm an equal share in the business. William imports coffees directly from his family’s farm near the town of Campo Belo in the Minas Gerais region, where his parents still run day-to-day operations. William travels home often to get his hands dirty, but he mainly focuses on improving the various farming processes, on bringing new technologies to the farm and on preparing and delivering perfectly roasted beans for the American customers. Meanwhile, with more than 20 years of experience in the coffee industry, Valerian perfected the Unleashed Coffee’s signature roast profiles for the coffees that are available to our customers today!