Hugo Ferraz

Hugo Ferraz’s coffee journey didn’t begin in the typical fashion of brewing lattes behind a counter or sampling espresso shots in a coffee shop. In fact, he wasn’t even a fan of coffee at first. Born and raised in Portugal, Hugo was a videographer and editor for national television. But like many great stories, his path took a sharp turn when he met his now-wife, Sofia Ferraz, a designer with a vision to start something new—baking cakes and selling them in a coffee shop.

Hugo Ferraz

“I didn’t know a thing about coffee,”

Hugo admits with a laugh, reminiscing about those early days. “I didn’t even like the taste, especially the Portuguese-style roast, which is very dark and bitter.” Despite his lack of knowledge, the idea of opening a coffee shop took hold. Hugo began studying specialty coffee, and before long, his passion for the craft blossomed.

Their first coffee shop, located in the heart of Porto, was one of the pioneers of specialty coffee in the city. “It was a learning curve,” he says. “We had to understand everything—the grinders, the espresso machines, the roasting profiles. But it was also exciting.” Soon, their shop became a hub for coffee lovers in the community, a place where locals and tourists alike could experience something new. Over time, the specialty coffee scene in Porto began to grow, with Hugo and Sofia at the forefront.

Emilee Bryant (left) | Sofia Ferraz, Lance Hedrick, and Hugo Ferraz(middle) | Porto Coffee Week (right)

As the years passed, Hugo’s role in the coffee world expanded. In addition to running their coffee shop, he became a consultant for the Porto Coffee Week, an annual coffee festival that brings together the city’s growing community of baristas, roasters, and coffee enthusiasts. “The festival started small,” Hugo recalls. “But now, in its third year, it has become a major event for us. It’s the best way to explain to people what specialty coffee is and to give them a taste of something different.”

For Hugo, the festival is about more than just showcasing coffee. It’s about educating the public. “Portugal is not a wealthy country, and we drink a lot of cheap coffee. Many people don’t know the difference between commodity coffee and specialty coffee,” he explains. “The festival helps bridge that gap.”

Lance Hedrick

But Hugo’s contributions to the coffee world don’t stop at festivals. He’s also the videographer behind the well-known coffee YouTuber, Lance Hedrick. “Lance reached out to me through a mutual friend,” Hugo says. “We hit it off immediately. The next thing I knew, we were filming together.” Despite his modesty, Hugo’s work with Lance has garnered attention, helping to elevate the visibility of the specialty coffee scene in Porto.

Filming with Lance has been a whirlwind for Hugo.

“Lance is one of the most productive people I’ve ever met,”

he says. “He’s always thinking about new projects, new ways to improve coffee brewing techniques. It’s a challenge keeping up with him, but I love it.” One of Hugo’s favorite projects with Lance involves analyzing coffee particle sizes—an intricate and highly detailed process that reflects both men’s dedication to the craft.

The Ferraz Family

Outside of his work with Lance, Hugo remains deeply committed to his family. “I have two kids, and spending time with them is my priority,” he says with a smile. “I love coffee, but nothing beats seeing my children grow.”

When asked about his future plans, Hugo’s eyes light up.

“I want to continue helping the community here in Porto. The specialty coffee scene is still small, but it’s growing, and I want to be part of that growth. And of course,” he adds, “I’ll keep filming with Lance. We have some exciting projects coming up!”

Hugo’s journey from videographer to coffee consultant, barista, and festival organizer is a testament to his passion for learning and his love for the community around him. “It’s not just about the coffee,” he says.

“It’s about the people—the farmers, the roasters, the baristas, and the customers. Coffee connects us all, and that’s what makes it so special.”