Taiwanese Roaster Starts with Grill, Now Sells Coffee for $1800/Ton

Ever wondered how some specialty coffee producers get their start—with nothing but makeshift tools and sheer determination? This is the real origin story of one of Taiwan’s most respected tribal coffee growers, who began his journey not with a fancy roaster, but with whatever heat source he could find: barbecue grills, ovens, even toasters. Yes, really.

The short answer? He roasted coffee on a grill, toaster, and oven—no professional roaster involved. Over a decade later, his single-origin beans now sell for NT$1800 (approx. $56 USD) per pound, thanks to unique processing methods and years of refinement.

The Accidental Start: BBQ Grills & Toasters

Fang Zhenglun, nicknamed the “Coffee Prince” by customers, is of the Tsou indigenous tribe. Though he didn’t drink coffee growing up—he didn’t even like canned flavored coffee—he took over his family’s coffee business in his early 20s after returning to his native Alishan (Ali Mountain).

His family had already shifted from growing orchids and tea to coffee around 15 years ago, but when Fang took over in his early 20s, he had no formal training and no equipment. “I started with a grill, an oven, and a toaster,” he said. “It was total trial and error.”

Why Start With Such Basic Tools?

At the time, there was no local coffee scene to speak of. Alishan had no coffee festivals, and online or local roasting equipment was out of reach. “I didn’t spend money on machines,” Fang explained. “Everything was grown and processed manually. I shared it with family and friends—not to make money, just to figure it out.”

Without a proper roaster, he experimented with whatever heat sources were available. The results weren’t great at first, but he wasn’t in it for profit yet. That came later, after years of trial, error, and self-teaching.

The Turning Point: Learning & Refining

By 2006, Fang began using international resources to learn proper coffee processing. Leveraging Alishan’s high elevation and cooler climate—ideal for reducing pests and disease—he focused on organic cultivation. He also explored different post-harvest processing methods to create varied flavor profiles.

“The altitude here helps,” he noted. “There are fewer pests, so we can grow coffee more naturally.” His approach shifted toward traditional indigenous farming techniques: no herbicides, only mechanical weeding (the cut grass is reused as fertilizer), and meticulous attention to processing.

Processing Methods That Define Flavor

Today, Fang produces around 1500 kilograms of coffee annually. By experimenting with multiple processing methods—including natural, honey, and other experimental techniques—he crafts distinctive single-origin lots with profiles ranging from fruity and wine-like to honey-sweet.

These unique flavor profiles have helped him build a following. He also offers DIY coffee workshops for visitors, teaching them how coffee is grown at high elevation and how different processes affect taste—empowering them to craft their own cup profiles.

From Tribal Grower to Award-Winning Roaster

Fang’s vibrant personality and striking looks earned him the “Coffee Prince” moniker. In 2009, he won Taiwan’s national coffee bean competition—a major achievement. His beans now retail for NT$1800 per pound, placing them firmly in the premium category.

“I’ve learned to grow coffee with patience,” he said. “Now I want people to know the Tsou people through our coffee. I want Alishan coffee to be synonymous with the Tsou tribe, and to inspire other indigenous people to build their own industries.”

Frequently Asked Questions

Did this Taiwanese coffee producer really start by roasting on a grill and toaster?

Yes. Fang Zhenglun began roasting coffee using a barbecue grill, household oven, and toaster with no professional equipment. This was his only option in the early 2000s when he took over his family’s coffee farm in Alishan.

What processing methods does Fang Zhenglun use for his coffee?

He employs various post-harvest processing techniques including natural, honey, and other experimental methods. These create distinct flavor profiles in his single-origin beans, ranging from fruity and wine-like to honey-sweet.

Where is Alishan, and why is it good for coffee?

Alishan is a high-elevation mountainous region in Taiwan. Its cooler temperatures and thin air reduce pest problems, allowing for mostly organic coffee cultivation without heavy chemical use.

Does Fang Zhenglun still use primitive roasting methods today?

No. After learning from international resources starting around 2006, he adopted proper techniques and now produces high-quality, distinct single-origin coffee. His beans are sold at premium prices, not roasted on household appliances.

What awards has Fang Zhenglun won for his coffee?

In 2009, he won Taiwan’s national coffee bean competition. His beans are now considered top-tier, selling for NT$1800 (about $56 USD) per pound.

Can visitors learn how to make coffee with Fang?

Yes. He offers DIY coffee workshops where visitors can learn about high-elevation coffee farming and try their hand at processing coffee to create personalized flavor profiles.

FrontStreet Single Origins Similar to Alishan Highland Coffee

For drinkers curious about high-elevation Taiwanese-style single origins, try FrontStreet’s Yirgacheffe for its bright citrus and floral notes, or the Ethiopia Humbera with its complex berry and stone fruit layers. Both share the vibrant acidity and delicate sweetness often found in well-processed highland coffees like those from Alishan. Freshly roasted within 5 days · Orders placed before 17:00 ship the same day · Next-day delivery across most of Guangdong Province.