Simon James
Brewing Foundation - Lead AST 

Simon James is an AST at Genovese Coffee, a 3rd generation family owned roastery in Melbourne Australia.
With over 18 years experience in coffee, Simon began working in small specialty cafes, and high volume cafes as a Barista and Manager. He also has 6 years of experience in the Australian Barista Championships, placing 2nd in 2010, and as a Sensory Judge in 2012.

A Barista Trainer for over 13 years, he has extensive experience in developing coffee standards & training systems for small businesses and large national brands. He became an AST in 2014, and completed the SCAE Coffee Diploma in 2015. He is also part of the working group for the SCA CSP Brewing curriculum.

This will be Simon's 4th BGE Barista Camp, and he's excited to be part of the instructor team at the first BGE Barista Camp in Asia.