Meet the team
Andrew Whitworth-Smith
Founder of The Cupping Directives and Waypoint
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Andrew began his career as a part-time barista at a commercial high street chain whilst completing his post-graduate degree in sports biomechanics, before quickly moving into the specialty sector. Releasing his new found passion for coffee, Andrew moved into a manager role after graduating.
He then moved to London in 2021 and immerse himself in coffee business and culture, securing a role as a cafe manager, progressing to company-wider trainer, before pivoting into a roastery as a production roaster. Shortly after joining the London coffee scene, he realised that there was a disconnect and frustration surrounding community events, which conceived the idea for The Cupping Directives in the summer of 2022.
With the early success of the project, Andrew made the decision to go part-time to have more opportunities to grow the community, before leaving employment in 2024 to go full-time at The Cupping Directives. He now spends most of his time marketing events across the UK, consulting with businesses and directly with producers, sourcing and roasting for Waypoint, all whilst creating a positive wake adhering to the values of the business.
Gene Ke
Partner
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Gene has a Mathematics degree from the University of Oxford and began her career teaching secondary school maths before finding her way into specialty coffee. What started behind the bar grew into opening her own café, where hosting events and bringing people together became just as important as the coffee itself.
Now a Certified CQI & CVA Arabica Q-Grader, Gene works across coffee quality, education, and events, and is actively involved in coffee competitions. Through her business, Tribe Coffee Workshop, she partners with Cupping Directive as a consultant, supporting events, education, and quality-focused initiatives. She also works as QC for Waypoint Coffee.
At the heart of Gene’s work is a love for learning, sharing knowledge, and creating welcoming spaces where people can connect over great coffee.
Daniel Codd
Events team
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Daniel is a sensory professional and hospitality expert with close to a decade of experience in every role behind a coffee bar. While sensory science is his personal passion, hospitality is where he derives most of his pride.
He is the Coffee Community Manager for Moma Foods, and is working on his own coffee shop consultancy business, 1.c6 Coffee Consultancy, which will deliver hospitality training, coffee shop efficiency analysis, and Profit and Loss Analysis amongst a whole host of other services. Daniel aims to help others achieve their experiences and the businesses they want to achieve, derived from their own internal values.
Like many in coffee, and others in the Cupping Directives team, Daniel started in coffee to pay his way through his Master's degree. He holds a distinction in MSci Political Pscyhology and a BSc in Mathematics from University College London (UCL). Everything he does comes from a love of learning and an even greater love of sharing.