In the dynamic realm of coffee, where expertise and dedication define excellence, Felton Jones stands tall as the beloved Chief Roastmaster of PJ's Coffee in New Orleans. With over three decades of passion and commitment, Felton has not only influenced the quality of coffee but has also become an integral part of New Orleans’ cultural fabric, dedicated to crafting the perfect cup of joe for every guest.

His Journey and Impact

Felton’s coffee odyssey began in the ‘90s when he joined PJ’s Coffee of New Orleans as a part-time employee. From making cold brew to delivering coffee, Felton’s dedication and eagerness to learn set the stage for his rise within the company. His journey took a significant turn when, during downtime as a delivery driver, he seized opportunities to learn from industry pioneers like Phyllis Jordan, the founder of PJ’s Coffee, and his predecessor, Scott Reed. Felton’s evolution into the role of Chief Roastmaster is a testament to his pursuit of knowledge and his unwavering commitment to the craft.

Over the last 30 years, Felton has played a pivotal role in shaping PJ’s Coffee into a brand synonymous with quality and expertise. On top of sharing the PJ’s Coffee of New Orleans story, Felton’s job entails sourcing, tasting and understanding coffee for the company, deciding how it should be roasted, ensuring quality and consistency, building relationships with importers and farmers, and overseeing the warehouse. His commitment to quality is woven into every cup brewed here, making it an enduring benchmark for talent and taste.

Recently, Felton’s remarkable journey received due recognition with an honor and proclamation presented by Councilmen Eugene J. Green and Oliver Thomas, transcending a mere career milestone to become a celebration of diversity. As the only known African American Roastmaster for a major brand representing New Orleans, Felton has become an integral figure in both the industry and the community.

Representation and Opportunities

His perspective on representation in the coffee industry is clear: it’s about creating opportunities. Felton envisions a bridge that connects the barista world to the rest of the industry, providing underrepresented groups with the chance to ascend to higher positions in the supply chain. He believes that building relationships and breaking down barriers will pave the way for a more diverse and influential coffee industry.

Beyond his technical prowess, Felton’s approachable demeanor and passion for educating others about coffee have solidified his role as a Roastmaster and coffee evangelist. He conducts cupping events at various franchisee locations, sharing his knowledge about the intricacies of coffee cultivation, roasting and brewing.

Felton’s journey is an inspiring narrative that resonates with the essence of PJ’s Coffee — his story is not just about brewing exceptional coffee but breaking barriers and opening doors for future generations. He serves as an inspiration for aspiring individuals in the coffee industry and a reminder that diversity and representation are essential for the growth and evolution of any field. For those considering joining our growing franchise family, Felton's story exemplifies the values and commitment that define the brand.

Cheers to Felton Jones, the maestro behind the beans, and to a future where opportunities in the coffee industry are accessible to all.