Air-Motion Roasters

What Air-Motion Roasters does

Air-Motion Roasters (AMR) is a South African manufacturer of commercial coffee roasting machines founded in 2020 by Julian Platt and headquartered in Modderfontein, Johannesburg. The company designs and builds electric air-roasting coffee roasters in three capacities — 3kg, 6kg, and 12kg — using a proprietary convection method that suspends beans in a precisely controlled hot air stream inside a stainless steel Open Chamber Roaster (OCR). Each unit integrates a cyclone extraction system for dust and chaff removal, a touchscreen interface with real-time roast profile tracking across five graphs, and internal roast profile data logging; the 12kg commercial model is CE-approved and built to UL Standards (IEC).

AMR sells primarily to specialty coffee roasters, cafés, and small-to-mid-market commercial roasting operations, with disclosed customers across South Africa, Zimbabwe, the UK, the USA, Australia, and the UAE. Pricing is not public and is quoted on request, with a 2-year warranty on parts and financing options bundled into sales. The go-to-market combines direct sales (Sales Director Mike, Local & International Sales lead Ross), website/contact-form inquiries, regional distributors (e.g., Fair Connection Coffee Trading for the UAE), trade show presence (SCA Expo Houston, World of Coffee Dubai), and physical showrooms at the Johannesburg HQ, the August 2025-opened USA warehouse/showroom, and the February 2026 Cape Town expansion site.

The business model is hardware sales with multi-year/perpetual licensing economics, supplemented by training, financing, and green coffee sourcing guidance. As of early 2026, AMR is founder-owned, privately held, with no disclosed institutional funding, parent company, or subsidiary structure. The company is operating and actively expanding its international distributor footprint and product line.

Name

Air-Motion Roasters

Legal name

Air-Motion Roasters

Website

https://air-motionroasters.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

1–10 employees

Short description

Air-Motion Roasters is a South African manufacturer of electric air-roasting coffee machines (3kg, 6kg, and 12kg models) that uses convection heat transfer in an Open Chamber Roaster to serve specialty coffee roasters, cafés, and commercial roasting operations across Africa, the Middle East, the UK, Australia, and the USA.

Ownership category

akta.pro rank

Product category

Commercial Coffee Roasting Equipment

NAICS

Ventilation, Heating, Air-Conditioning, and Commercial Refrigeration Equipment Manufacturing (33341)

SIC

Industrial Process Furnaces & Ovens (3567)

akta.pro primary industry

Coffee Roasting & Grinding (AFAFADAB)

akta.pro secondary industry

Heat Transfer Equipment (Heat Exchangers, Boilers, Condensers) (IMAHAEAC)

Keywords

• Commercial coffee roasters
• Air-roasting equipment
• Electric roasting machines
• Coffee roasting technology
• Specialty coffee equipment

Headquarters

HQ city

Gauteng

HQ country

South Africa

HQ region

Africa

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Coffee Roaster Sales: Manufacturing and selling commercial coffee roasting machines in three models (3kg, 6kg, 12kg capacity). Revenue from direct equipment sales with full support including training, financing options, and green coffee sourcing guidance.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Air-Motion Roasters designs, manufactures, and sells commercial electric air-roasting coffee roasters in three capacities (3kg, 6kg, and 12kg). The roasters use convection heat transfer to suspend beans in a controlled hot air stream within an Open Chamber Roaster (OCR), paired with a touchscreen interface for real-time profile tracking and data logging. Sales include full support comprising training, a 2-year warranty on parts, financing options, and green coffee sourcing guidance.

Product overview

Air-Motion Roasters manufactures a product line of three electric air-roasting coffee roasters (3kg, 6kg, and 12kg capacity) that use convection technology to suspend coffee beans in precisely controlled hot air inside an open roast chamber. The roasters feature touchscreen interfaces with real-time roast profile tracking and internal data logging. All models deliver consistent 12-15 minute roast cycles with full roast control and high-efficiency air-roasting performance.

Differentiator

Problem solved

Functional benefit

Products and services

• 3kg AMR Coffee Roaster Entry-level air-roasting coffee roaster with 3kg batch capacity, approximately 12kg hourly output, and approximately 96kg daily output (based on 8-hour session). Features touchscreen interface with real-time roast profile tracking and data logging. Designed for specialty coffee roasters, cafes, and small commercial operations.
• 6kg AMR Coffee Roaster Mid-capacity air-roasting coffee roaster with 6kg batch capacity, approximately 24kg hourly output, and approximately 198kg daily output (based on 8-hour session). Features touchscreen interface with real-time roast profile tracking and data logging. Targeted at mid-scale specialty and commercial roasting operations.
• 12kg AMR Coffee Roaster Commercial-scale air-roasting coffee roaster with 12kg batch capacity, approximately 48kg hourly output, and approximately 384kg daily output (based on 8-hour session). Features open chamber roasting, touchscreen control with five different roast profile graphs, real-time development tracking, and internal data logging. Electrical: 380v 3-Phase 50Hz, 63A branch circuit, 4kW heater blower, 27kW Nichrome plated elements. CE-approved and built to UL Standards, IEC.

Quantifiable outcome

• 12-15 minute roast cycles across all models
• +1 more outcomes

Named customers18 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature6 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• Zero Carbon ChargeflagshipStrategic or Co-development Partner · 1 May 2026First-in-the-World Off-Grid Sustainable Transport Solution Project in South Africa (May 2026). Zero Carbon Charge is developing South Africa's first nationwide network of fully off-grid, solar-powered ultra-fast charging stations for EVs. Partnership demonstrates AMR's commitment to sustainability and off-grid technology applications.
• SCASAcoreOthersProud member of SCASA (South African Coffee Academy/Association). Industry body supporting the coffee industry in South Africa.
• Fair Connection Coffee TradingcoreChannel Partner/ Reseller/ DistributorDavid Hesabian of Fair Connection Coffee Trading represents AMR in Dubai/UAE region. Visits AMR head office in Johannesburg for training on roaster operations, servicing, and roasting techniques. Key partnership for Middle East market expansion.

Scale indicators3 records

Recent moves7 records

Expansion highlights6 records

Emerging players

• Behmor: Behmor makes consumer and small-commercial coffee roasters using alternative heating methods; comparable to AMR as a smaller alternative-technology roaster brand, though at a smaller scale and prosumer focus.

Direct peers

• Loring Smart Roaster: Loring is the closest direct peer — it pioneered commercial hot-air/convection coffee roasters (S15, S35, L35, etc.) and competes head-to-head with AMR's air-roasting approach for the same specialty and mid-market roaster customers.
• Mill City Roasters: Mill City manufactures commercial and prosumer coffee roasters (including fluid-bed and traditional drum) and serves the same small-to-mid-market specialty roaster segment as AMR.
• Coffee Crafters: Coffee Crafters builds fluid-bed (hot air) home and small commercial roasters; comparable to AMR as a smaller air-roasting-focused alternative targeting coffee professionals.

Broad incumbents

• Diedrich Manufacturing: Diedrich is a long-established US-based manufacturer of commercial drum coffee roasters; competes with AMR for the same specialty and mid-market roaster customers in the US, the geography AMR is most actively expanding into.
• Probat: Probat is the global incumbent in commercial coffee roasting equipment (drum and increasingly alternative technologies), serving the largest industrial and commercial roasters worldwide; comparable as the dominant equipment vendor AMR is trying to disrupt.
• Toper Roasters: Turkish manufacturer of commercial coffee roasting equipment with broad global distribution; comparable as a competing roaster-OEM serving SMB through commercial-tier customers.
• Petroncini: Italian manufacturer of industrial and specialty coffee roasting machines; comparable as a global commercial coffee-roaster OEM targeting roasteries of all sizes.
• Joper Coffee Roasters: Joper manufactures a full line of commercial coffee roasters (1kg through large industrial), competing with AMR for SMB and commercial specialty roaster accounts in emerging markets.

Regional players

• Has Garanti: Has Garanti is a Turkish commercial coffee roaster OEM with strong presence in the Middle East and emerging markets; comparable to AMR as a competing equipment vendor for growing specialty roasteries outside the US/EU core.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/AMR_Roasters
• YouTubeyoutube.com/@air-motion6633
• Facebookweb.facebook.com/airmotionroasters
• LinkedInlinkedin.com/company/air-motion-roasters
• Instagraminstagram.com/air_motion_roasters
• TikToktiktok.com/@air_motion_roasters

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Air-Motion Roasters