In this reflection paper an analysis is presented about the process of transformation and commercialization of coffee, with a focus on special coffees. At the same time, the roasting stage is approached from the technical point of view and from the perspective of an alternative to give added value. Some technological ideas are also proposed for the automation and standardization of the roasting process, as a mechanism to give added value to coffee. Finally, it is evident that an automated roasting system would be a tool with which the coffee grower could add value to his product, varying the flavor dynamics of the coffee he grows, depending on the desired degree of roasting; thus having the possibility of producing different varieties of roasted coffee, depending on the taste of the consumer; thus increasing the market niches and profitability of your coffee.