“The Shift” Is Everyone’s New Favorite Coffee Talk Show
The YouTube series, created by industry veterans Trish Rothgeb and Jay Lijewski, brings the coffee community together for candid, roundtable-style discussions.
BY EMILY JOY MENESES
ONLINE EDITOR
Photos courtesy of Jay Lijewski
Have you ever wondered what it’s like to work in the specialty-coffee world of Los Angeles, Seattle, or other big cities across the United States? The new coffee talk show “The Shift” gives viewers a firsthand glimpse of coffee culture in key locales across the country, bringing together the leaders driving the culture for open dialogue discussions—think “The View” meets coffee.
Co-hosts Trish Rothgeb and Jay Lijewski (both of whom have made their own mark in the coffee world over the years) share that the series is meant to let viewers “listen in” on actual conversations between industry leaders, presenting an authentic look at what’s going on in the coffee world today. “The vibe is conversation, not interview. No filters, no agenda. Just what’s top-of-mind from some of the best thinkers in the coffee industry,” says Trish, who’s famously known for coining the term “third-wave coffee.”
The Inspiration
When asked what inspired “The Shift,” Trish shares that she’s always wanted to watch a roundtable-style coffee talk show, but had never seen it done. “I had this idea rattling around in my head for years. I wanted to see a kind of talk show where we could listen in on conversations that we all so often have in coffee—with our friends and colleagues, or in the industry,” she says. “I’ve seen examples of these kinds of roundtable (discussions) online, but not for coffee.”
Electrified by the idea, Trish turned to Jay Lijewski, who she had worked with on the first Oscillations coffee event in Chicago. Coincidentally, Jay had just launched his own commercial film house, Picture Day Works, with PJ Neuhoff, and was looking for new projects to dive into. “Almost within the same breath after finishing my pitch to Jay, I asked if he’d want to co-host with me,” Trish says. “I think it was meant to be!”
“For decades, I’ve seen Trish as a leader who is real and approachable. So, when she reached out, PJ and I jumped at the opportunity to help get ‘The Shift’ off the ground,” Jay adds.
The two co-hosts have worked in the industry for the past few decades, and they share that the show has given them a chance to bring together all of the coffee people they’ve met along their journeys.
“I’ve been involved in competition and events, mostly on the organizing/emcee side: things like regional events, USBC, WBC, Nordic Barista Cup, and more. Through all of that, I’ve met countless interesting and inspiring people—all thanks to coffee,” Jay explains. “‘The Shift’ is a unique and powerful way to document and archive candid conversations with some of these folks that we’ve met, grown up with, and formed lifelong friendships with.”
Trish adds that, while it’s been great to reconnect with some longtime friends, she also hopes to hear perspectives from different voices. “One of the challenges I face is finding the right guests to join the conversation. We have so many friends, really beloved colleagues worldwide, so we have to force ourselves out of our comfort zones and make sure to invite folks who we don’t already talk to constantly,” Trish explains. “We want it to be a fresh and rewarding conversation with hopefully some surprises. And I’m stoked to be surprised, honestly.”
A Look at Los Angeles and Seattle Coffee Culture
Sponsored by Melitta, “The Shift” has officially launched its first season on YouTube and so far has released two episodes: the first filmed at Copa Vida in Los Angeles, and the second, at Seattle’s Caffe Vita, located within KEXP Studios.
In episode one, guest speakers Michael Adinew (Cafe Hilm), Mo Maravilla (Kindness + Mischief Coffee), Phillip “Leeroy” White (coffee competitor and of BlackL!ne Social), and Steve Chang (Copa Vida) discuss pressing issues like record-high C-market prices, the recent L.A. wildfires, and gender and racial inequality across the industry.
Episode two brings together Sam Spillman (Caffe Vita), Ali Güldüren (Boon Boona Coffee), Paolo Bicchieri (Eater), and Laura Sommers (SimplyGoodCoffee) for talks about music, professional growth, and the significance of Seattle in the specialty-coffee world.
From one episode to the next, the conversations remain authentic and candid—as if you’re simply sitting with a group of friends over coffee. “We know that there’s a lot of crossover between regular life and coffee life. We don’t really want the conversation to only be about coffee, but rather folks who love coffee talking about life,” Jay says.
What’s Next + Where to Watch
Trish shares that she and Jay aim to produce six episodes of “The Shift” in 2025, and they hope to get some exciting celebrity guests in the future. For now, you can start watching season one on the Picture Day YouTube channel here—and be sure to follow The Shift on Instagram for updates.
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