Coffee Roaster | Founder,
High Beam Coffee Roastery
At hacco, we believe that great collaborations begin with people who constantly challenge the boundaries of flavor. Selina Ullrich is one of those rare professionals.
As the founder and roaster behind High Beam Coffee Roastery in New York, Selina has built a reputation for sourcing exceptional coffees directly from producers around the world. Rather than relying solely on traditional supply chains, she regularly travels to coffee-growing regions, developing relationships with farmers and selecting coffees based on origin, processing, and the unique expression of each harvest. High Beam is known for celebrating vibrant, expressive coffees with a roasting philosophy that emphasizes clarity, brightness, and the distinctive character of every bean.
Selina’s greatest strength extends beyond roasting itself. She possesses an extraordinary sensitivity to aroma, acidity, sweetness, and texture, constantly exploring how processing methods, terroir, and roasting techniques shape the final cup. Her approach reflects the curiosity and precision that define today’s specialty coffee movement, where every decision—from farm to cup—is treated as part of the coffee’s story.
At the 2025 Specialty Coffee Expo in Houston, Selina joined hacco in presenting
Organic KOJI BARISTA during the Best New Product Awards. As an accomplished coffee professional, she demonstrated how fermentation can open new possibilities for plant-based coffee beverages while maintaining the balance and complexity demanded by specialty coffee. Organic KOJI BARISTA was honored with the Best New Product Award in the Specialty Coffee Beverage Additive category, marking an important milestone for both companies.
Our collaboration is also founded on a deep respect for the craft of the barista. While exceptional ingredients are essential, it is ultimately the barista who transforms them into memorable experiences through skill, precision, and hospitality. Selina embodies that philosophy—approaching coffee not simply as a beverage, but as a dialogue between producers, roasters, baristas, and guests.
Together, hacco and High Beam Coffee Roastery continue exploring how Japanese fermentation and specialty coffee can complement one another, creating new flavors and experiences that honor both traditions while inspiring the next generation of coffee professionals.