Spark Coffee Technologies

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Introducing the executive staff of Spark Coffee Technologies, the parent company of Giesen USA. Spark Coffee Technologies is lead by two veterans of the specialty coffee industry with more than 40 years of combined expertise in building roasting facilities, developing specialty coffee products and designing roasting profiles. It is our commitment to provide you the best available products and services for your company.

Willem Boot


I founded Boot Coffee in 1998 and over the years we have worked with more than 400 companies in the US and abroad. Our key focus is twofold: quality improvement and strategic marketing programs. Apart from our programs for roasting companies, we also have developed a strong focus on the producing world. My training as economist has definitely helped this specialization. We have managed long term coffee development projects for national coffee organizations in Ethiopia, Panama and El Salvador. We have conducted studies for USAID, the Inter American Development Bank and for other NGOs specializing in sustainability issues. Last but not least, we have been able to create a niche for result driven promotion programs for exporters and producer organizations.

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Michael Whitley


Michael is the President of Alliance Service Network (ASN), which is a company he founded in 2010. ASN provides On-Site Coffee Roasting Equipment Installation, Maintenance and Repair Solutions for coffee roasting professionals. ASN technicians provide roasting equipment maintenance and repair services throughout North America. As a consultant, Michael provides guidance and expertise in Coffee Roasting Facility Layout and Design, as well as On-Site Coffee Roasting Training. Several clients on ASN’s customer list are Fortune 200 Companies.

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