Measure started with a grocery shelf problem.

In 2017, I was working at Dune Coffee Roasters, building their wholesale program, when I realized that the specialty coffee I was putting on grocery store shelves would reach customers we did not have any meaningful way to educate.

I wanted to build a software platform that could help anyone, at any experience level, get up to speed on brewing specialty coffee properly while meeting them where they were.

I set out to learn how to code with Measure in mind, then got a job as a software engineer in 2020.

I gained experience over the years at enterprises and startups, but the initial seed that pulled me into software never left my mind.

From 2024 through early 2026, I worked at a startup on the bleeding edge of AI and gained experience building with the latest technology had to offer.

In early March 2026, the same month my family and I moved into our first home, I was laid off. Thankfully, the company gave a generous severance and allowed me to keep both my laptop and a Mac mini they had sent the week before.

That created an environment where I knew I needed to do something with what I had been given, and I needed to act fast. I knew this was the moment for Measure. Everything had been building up to this, so I am taking the plunge and making it happen.

I am pleased to announce that I am launching Measure.coffee. I hope it brightens your day and helps you enjoy better coffee than you could have imagined.

Founder of Measure.coffee, Joel Rhine