ABOUT ME
With over 30 years in the coffee industry, Justin Metcalf has built a career that spans from the café floor to the global stage — working across roasting, retail, education, and international coffee development.
What sets Justin apart is not just experience, but perspective.
Throughout his journey, he has remained deeply connected to every part of the coffee value chain — from farmers at origin through to the final cup — developing a practical understanding of what truly drives quality, consistency, and long-term sustainability in coffee.
Today, Justin operates at the intersection of industry, education, and innovation.
As Director of Education for the ASEAN Coffee Federation, he plays a key role in shaping how coffee is understood, evaluated, and communicated across one of the fastest-growing regions in the world. His work contributes to the development of a shared language for coffee through initiatives such as the ASEAN Coffee Appreciation Protocol (ACAP), helping bridge the gap between origin and market.
Alongside his regional work, Justin is the founder of Bodacious Coffee in Melbourne, where he continues to lead a business focused on quality, consistency, and solution-based supply to the modern hospitality industry.
His approach is grounded in a simple belief:
Coffee is more than a product — it is a system connecting people, culture, and opportunity.
This belief has guided his involvement in direct trade projects across Southeast Asia, including long-standing relationships with producers in Bali and emerging coffee regions such as Sarawak. Through these partnerships, Justin continues to advocate for greater transparency, better communication, and stronger alignment between producers and global markets.
In addition to his business and industry roles, Justin is a respected international coffee judge and speaker, regularly contributing to discussions on coffee quality, automation, education, and the future direction of the industry.
Today, his focus is on building meaningful connections across the coffee world — from farm to franchise — while helping businesses and organisations navigate an evolving and increasingly complex global landscape.
HISTORY
2012
Began building a state-of-the-art coffee roasting facility in Melbourne, laying the foundation for what would become Bodacious Coffee.
2014
Inducted onto the Board of the ASEAN Coffee Federation (ACF), taking on a regional leadership role in coffee industry development across Southeast Asia.
2017
Founded Bodacious Coffee in Melbourne, bringing over 20 years of global coffee judging and roasting experience into a specialty roasting and wholesale business.
2018
Began direct trade relationship with Belantih Coffee Farm in Bali — the first steps toward what would become the ASEAN Series.
2020
Co-developed the ASEAN Coffee Appreciation Protocol (ACAP) with Technical Director of Education Dave Lim, creating a shared sensory language for coffee that moves evaluation beyond numerical scoring alone.
2021
Became Director and Chief Education Officer of the ASEAN Coffee Institute (ACI) upon its formation in Singapore, leading education and training strategy across the region.
2024
Appointed Director of Scentible upon the business's formation in Australia, building on his work developing the ASEAN Coffee Flavour Sphere.
2024
Returned to Belantih Coffee Farm in Bali for cupping and origin work, deepening the direct trade partnership behind the ASEAN Series.
2025
A landmark year across the region: judged at the ASEAN Team Barista Championship (ATBC); judged and ran the world's first Liberica Brew Championship in Kuching, Sarawak; contributed to the first ASEAN Roasting Championship in Bangkok, showcasing roasting using ASEAN-origin coffees exclusively; and spoke on coffee, flavour language, and regional development in Vietnam and Ho Chi Minh City.
[ongoing]
Continues to develop the ASEAN Coffee Flavour Sphere at Scentible, including new Liberica and Excelsa aroma kits, alongside leading Bodacious Coffee's ASEAN Series and regional advisory, education, and judging work.
