James Hoffmann co-founded Square Mile Coffee Roasters, a multi-award-winning coffee roasting company based in East London. He is also the World Barista Champion 2007, having won the UK Barista competition in both 2006 and 2007. He has a YouTube channel with 1.8 million subscribers, where he makes videos about anything and everything to do with coffee. He is the author The World Atlas of Coffee (first edition 2014, second edition 2018) and How to Make the Best Coffee at Home (2022).