C coffee series intl.
cOsta Rica editiOn Jan. 2016
coffee series intl. C.R. AbOut the event In the quest to serve better coffee we have managed to generate a network of people interested in improving the product. The momentum that is evolving around coffee worldwide has led us to think about it´s origins. Costa Rica is an important producer of specialty coffee, a fact little known by Costa Ricans. That is why we decided to make this first edition of the International Coffee Series: To expand our network, to visualize what the production of coffee in Costa Rica represents globally and to know the habits of consumers worldwide and strategies how we can bring it to our stores.
coffee series intl. C.R. date January 14th 2016
Place Kawah Restaurant & Especialty Coffee
Talk TOpics Marianela Montero Networking and intuition Ricardo Azofeifa Specialty coffee: actors and roles Edgar Silva TarrazĂş origin denomination project Perry Czopp Consumer habits
C The JOURNEY OF COFFEE
Production Process
Milling Process
Selling Process
Honey
Roasting Process
Coffee Prepatation
Dark
Lot 1 Espresso
Lot 2
Natural
Coffee Grain
Coffee Cup
Exportation & Selling process
Coffee Plantation
Infutions Lot 3
Light Washed
THE PRODUCER
THE MILL
THE SELLER - buyer
THE ROASTER
THE BARISTA
THE CONSUMER
talks coffee series intl. C.R.
coffee series intl. C.R. netwOrking and IntuitiOn
Personal branding: who is Cafeticanela? Our project: “Don Eli� micro-mill. Networking journey, following your intuition
First step: Taking risks Second step: The unknown Third step: Strong
Don Eli Coffee brand as a result of networking. The new generation of farmers: how to innovate and enrich the concept. Importance of the relationship and direct trait with the buyer. Get out of your confort zone.
Marianela Montero
Don Eli micro-mill marianelamontero69@gmail.com https://www.facebook.com/CostaRicaAtractionsAndTourism/
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coffee series intl. C.R. Specialty cOffees, ACTORS and ROles PRODUCER -Nutrition: acidity, base unbalance. -Professionalization: Chemical analysis. -Picking: Broden your criteria of physiological ripeness of the fruit. -Refractometer -Physiological ripeness of the fruit. -Post picking cares. -Direct teaching to the new generation VARIETIES -Old and new trends. -Small cellars of extremely fine coffees. -Rume Sudan, Mokka, L34, Typica, Tanzania, ET EXPORTER -Quality control inside the farm -Know and experience the trends and needs of the market -Timely payments + transparency = trust CONSUMER -Experience: fairs, methods and coffee shops
Ricardo Azofeifa
razo3108@gmail.com
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coffee series intl. C.R. el cafe mueve mOntanas
ORIGIN DENOMINATION - A single brand for the entire area of Tarrazú - Coffee in local, national, and international vision - Local development projects and rooting - Led by consensus UNIFIED TERRITORY -People informed and unified to the world -Linking culture and product -We know about coffee -We identify our coffee -Stringing generations -Involve young people in the area -Gestate production chains -Campaign : The 3 as 1
Edgar Silva
Proyecto de Denominación de Origen Tarrazú
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coffee series intl. C.R. The COnsumer DRINKING IN THE US - Trends: past, current and future BUYING GREEN COFFEE -What is sought after -How buyers shop -How buying is changing THE COFFEE SHOPS -Why they start -How they start -How they run -What is the goal -Why are they important ROASTERS -Purpose -How they buy -How it is changing THE BARISTA -What -Barista -Why
Perry Czopp
The coffee chop perry@thecoffeechop.com www.thecoffeechop.com
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video collaborations coffee series intl. C.R.
VideO COllabOratiOns
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Peter Giuliano SCAA Single Director
Peter has worked in a variety of coffee occupations, including roaster, cupper, manager, trainer, and coffee buyer. Peter became involved in the Specialty Coffee Association of America as a volunteer over a decade ago, when a workshop taught at SCAA headquarters inspired him to become more involved as a volunteer and trainer. Since then, Peter has been deeply involved in SCAA training programs, serving as Training Committee Chair from 20052007. He has been a volunteer for the Coffee Corps and other CQI programs, teaching cupping, roasting, and marketing programs. He is a proud member of the Roasters Guild, and was a founder of its Executive Council, sitting on the Council from 2001-2007 and serving as its chair in 2004. Peter is the Director of Coffee and coowner of Counter Culture Coffee, a wholesale roasting and coffee education company based in Durham, North Carolina.
Q. What is the Specialty Coffee Association of America? A. We are an organisation and we represent coffee companies and coffee profesionals all over the world. Thousands of them. We started in the early 80´s as an association to try to promote coffee culture and we are now, probably the biggest coffee organisation, membership organisation in the world. Q. What is your role in the SCAA? A. Im senior director and one of my responsibilities is the simposium that we do. I work on bringing coffee liders together and getting them inform. I also see our educational programas, our outreach, marketing and sustainability efforts and various things around here. We are an small staff so we get to each work on a lot of things. Q. What do you think the younger generation in coffee should do? A. Coffee is this really old industry, people have been drinking coffee for thousands of years and trading coffee, etc. But it has changed so dramatically in the past. The last decade or so. It´s really easy to travel, work in different places and stuff. That wasn´t really as available to people that are older. It´s also easy to communicate with people all over the world, with Facebook and all that stuff... so i´ts a different environment. I think one of the thins that is specialty important for young people in coffee to do, is gather the information about coffee that has only been in tradition and folclore. So that means coffee science, good coffee economics, all of that. It´s possible that in the next few years there´ll be actually university programs for coffee people, which is brand new too. Applying the technics of science, economics, politics, to coffee in a discipline way it´s something that i think it is available to younger people, that hasn´t been available before. There´s also the opportunity, I literally had to learn how to cup coffee by watching other people and then sneaking by myself at night cause my boss didn´t like that knew how to cup coffee. And now we have classes and programs and stuff where you can learn how to do it. So young people now can concentrate their coffee knowledge into just a few years and then go on to apply that elsewhere. So that´s exciting, to me.
Q. How can a coffee lover become and influential person in specialty coffee, where to start and what to do? A.There are two pieces of it. You obviously have to share your opinions. It´s important to have a way to speak to people. I always tell to people who want to be more involve in the coffee community is speak out! Write, focus on writing and communicating to people. And then, be a connector to people. That´s one thing that coffee people have in common: is a desire to be connected to other coffee people. Our program is an example of that. We just had 12.000 people come together in Seattle for a coffee event. That´s amazing! So, if you can be a connector to people, that´s one way of being influential. One of the most important things, I think, and this is so often not done is to know what you are talking about. And that means study, read, research and be humble. One thing that for me in my life is really clear, is how little i knew ten year ago when I thought I knew everything. That humility of constantly learning things is really important. Being advocating for being open minded, sceptical in the most positive sense is the other key element. Be open minded, always learning, have a mouth piece and connect people together. Q. What is a the third wave? Is there going to be fourth wave? A. There will be a fourth wave. I may not be call the fourth wave, but there will be. The wave idea, to me, just describes the idea of generations. There was the first-generation of coffee companies in USA and then they grew and grew and pretty soon the next generation came. So the first generation were companies like Folgers and MGB and this old classic coffee companies that were established early. And by the 1950´s - 1960´s the had grown so big that they were going down in quality. So there was a new generation that were founded in the late 60´s early 70´s. That´s the second generation. My generation, started working for the second wave and then started their own companies. The first wave just call themselves business. The second wave calle themselves specialty coffee, the third wave got called the third wave. I don´t know what the fourth wave will call itself. But it will be there, they will define what its importante to them. It´s going to be interesting cause more people are drinking better coffee than before.
C TIM Wendelboe Barista Champion
Tim Wendelboe is the self-titled coffee shop, micro roastery and training centre of Tim Wendelboe, the 2004 World Barista Champion and 2005 World Cup Tasting Champion. After close to a decade in the industry, he decided to start his own business. Based in Grünerløkka, Oslo, it opened its doors in June 2007. The goal of Tim Wendelboe is to “be among the best coffee roasteries and espresso bars in the world and to be a preferred supplier of quality coffee and a preferred resource for coffee innovation and coffee knowledge.” Since opening, the roastery has won the Nordic Roaster competition three years running. The competition is a blind cupping, where the judges — attendees at the annual Nordic Barista Cup — taste and score the coffees without knowing what or whose they are.
Q. According to your knowledge and experiences what is something farmers should work on to have better quality of coffee? A.I would say that all not all farmers have potential to grow quality. For example in Colombia if your farm is situate in a low altitude or if you have varieties that are not tasting great it doesn’t really help to process the coffee in an special way or to do the right picking if the quality is not there. I always recommend for a small farmer if they want to start with specialty don’t start with the whole farm. Find out if you have potential first. Do some small experiments, do the right picking, process it very carefully. I alway recommend to watch your coffee to see the potential. Not to do naturals or honey coffees to see the potential. If you have extremely good coffee you don’t need to add any more flavour. The flavour is already there. And then if you have potential, you can of course convert your farm to a more quality driven system. I´m working with a farmer in Colombia who has 60 acres of coffee. He implemented a regime where we only pick the right cherries, we are very careful with the processing, we dry it slowly in shade so it´s not overheating. The problem is i would say, for the first three years his coffee was not special. It was more consistent, buy average. It was really hard for us to sell this coffee for a higher price because there is a higher cost to pick coffee in a more careful way. Only this year we´ve gotten the quality to go up. It´s still not 90 points but it has gone from 83 points in average to 85.5, for us it´s a big deal. We have done that taking better care of the trees, improving the picking… but still is really hard to sell this coffee at the price that you need to cover the costs. So right now we have decide that the first picking and the last picking he is going to process like commercial coffee. And whatever he picks in the peak of the harvest he´ll process it more carefully. The reason for this is that we have discover that the first picking and the last picking at this particular farm rarely taste very good. So, it does’t make sense to take all the energy trying to make it better when the product isn´t there. And thats the same when you are looking for potential.
If you have a farm, lets say at 1100 m. it doesn’t help to pick the ripe cherries, it doesn’t help to process it carefully, the coffee is not going to be fantastic. So the alternative for a farmer y low altitude is to focus more in different varieties that suit the climate better. But if you have a right altitude and you feel that you have potential i would suggest, if you wanna work with coffee, to diversify. A lot of times you will go to a farm and the will have 2 or 3 varieties maximum, maybe just one. It might not be the best variety for the best quality. Try to get seeds and plant different things to see what the market wants. I also, honey coffees are really popular in Costa Rica, Im not a big fan myself. But I have a farmer that I buy from El Salvador, and he does’t have the best altitude. So, the farm is a volcano, on top of the volcano he gets really good coffee. On the rest of the volcano coffee is really average, but he has a client that really likes natural coffees, so he decide to process them natural, and now he is getting a much higher price for the low quality. The costumer is happy and the farmer is happy. There´s a market for many different things. But for me the best quality coffee, if you have the good soil, and good climate there is no point to alter the quality by a natural process or adding more flavour which you do with honey. Q. What can you tell us about your farming project in Colombia? A. I consider myself a soil manager. I try to mange the soil where my coffee plants are planted. They are not doing well actually, they need a lot of nutrients but i think i know how to fix it, im taking classes on this organic farm project. I don’t know if it´s going to work but i believe it will work. For me is more about managing the soil so the plants can grow. I don’t consider myself a producer yet. Maybe in 3 years if my plants don’t die. I don’t know anything about farming, I know a lot about processing coffee, and how to get a better quality in terms of picking processing and drying. But in terms of the actual coffee tree itself i don’t know a lot. The research i have come across focuses more on the plant health than the actual flavour of the coffee. So we are researching with a mineral fertilising company, different applications of fertiliser. Trying to see if it translates in the cup.
ANNE Lunnel Barista and roaster Koppi was founded in 2007 by the Swedish barista champions Anne Lunell and Charles Nystrand. The roastery and coffee bar, situated in the heart of Helsingborg, offer coffee experiences out of the ordinary. Our ambition is to be one of the best roasters in the world and our aim is always to buy, roast, brew and serve coffee from the worlds best coffee producers.
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I think Costa Rica is interesting for may reasons. I think it is a great country to come as a guest. The people are lovely, very friendly and we have been treated very professionally both by the producers and by the people that have been helping us to get the producers. So, that´s number one i would say. Number 2, what´s really interesting about CR, to me, is that the producers seem to be very on top of things. They want to experiment, they want to be better and produce better coffees which is not always de case. In many countries there is along history of coffee production, but the right mind set is not there. But in CR farmers are trying different process, growing different varieties which is, from a roasters point of view, really interesting. In CR we are able to get some of the best coffees in the world, in my opinion. And it gets more interesting every year Q. Do you remember when you started working with CR, what changes have you seen? A. It always has been a very high quaility, but as the producers try to be better and optimise their product, that shows how much... maybe just a small change can make a big difference to the taste profile. I think coffee in CR is better now than 5-6 year ago when we started buying. Q. What would be interesting to see from producers in the future? A. I think, we already are seeing a lot of interesting and important changes. The fact that producers not only take part on the growing, but they try to cup the coffee and try to understand how we see it from our side. Now its easier for us to communicate with the producer. To say, can you tell us more about this lot? How is it different from the lot we saw two weeks ago? And also depending on our feedback, they know how to produce coffee that is, not necessarily better, but fits our taste more. What is really interesting to me is to know more about the producer. To be close to the producer makes so much sense, you learn more about the production, the coffee, the families, the challenges. Sometimes I almost feel ashamed, because I always ask too many questions. I just want to know as much as possible.
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Melanie Leeson Green Coffee Buyer
Buyer for Coffee Collaborative in Oslo
Q. Whats is your experience buying in Africa? A. We deal with 3 different origins in East Africa specifically, Ethiopia, Burundi and Kenya. All three of those origins are very different from one another. They are all challenging in different ways. The easiest origin of the three is Kenya. It´s not necessarily only because the system of exporting and auctioning is more organised. It´s also because we work very closely with an exporter that knows specialty coffee very well and has a lot of experience in that origin. Both, finding washing stations that produce great coffee, as well as having expertise in processing coffee. They are one of the best origins in terms of packaging the coffee. They are one of the few places that vacuum packs all of our coffees into cardboard boxes, that tends to be safer. So Kenya is not only within Africa, but overall, one of the easiest origins to work with. Ethiopia and Burundi are extremely challenging, and both are challenging in very different ways but also in some similar ways. One of the things that make it difficult to deal with both countries is that both countries have very unstable and very complex politics and what that means is that any government branch that is involve in coffee production or export, that are making the regulations for both producing and exporting. If they don’t have an understanding about what is like to be a buyer and they just want to run things the way they see best, without consulting that market, which sometimes they do, it makes it very difficult for a buyer to…not necessarily to taste whats available, that is quite easy. But when it comes to exporting it becomes a huge challenge. In Ethiopia the biggest frustration that we have is the lack of transparency. The ECX, which is the commodities exchange that they develop in 2008, they switch to this new system. It made it so that any coffee which aren´t exported directly from washing stations has to go through this system and unlike Kenya which allows buyers to look and taste samples before the purchase is made, in Ethiopia you are not allowed to see the coffee and you are not allowed to taste the coffee. You have to make purchases based on the geographic description which is really vague, and you make it based on what the ECX determines to be the quality grade. So, Q1, Q2, Q3 and etc. Luckily we have a good partner in Ethiopia, she’s not only exporting the coffee, she’s also taking the coffees she buys off the ECX and processing them herself and making sure that everything has been hand sorted to the highest quality standard and because her family has been in Ethiopia for so long, she can also make very educated guesses about the specific geography of where the coffees are coming from based on the shape of the beans, the color and the flavour profiles. But even with all that knowledge and expertise it´s still very challenging to get the coffee out of Ethiopia. The export laws make it so, it requires certain documentation and financial obligations on the buyers part before the coffee can be shipped. Its not necessarily require to this extend in other origins.
For Burundi, it´s different in the sense it is not so much, the lack the of transparency; you can follow a coffee from the washing stations all the way until it arrives and be quite confident,if you have the right partners that you are getting what you have tasted. The problem with Burundi is that you don’t have good infrastructure setup to handle micro lots. Even the same country has been trying to privatise its coffee sector since 2008. It doesn’t have the knowledge or the expertise and it hasn’t given the control to private business to make sure that this transactions run smoothly. For example, if i taste a sample form Burundi and i approve this sample, before that coffee can be exported out of the country it has to receive a series of documents that have to be signed by specific individuals that are hired by the government. This individuals can be very corrupt and expect bribes and they can also be very inefficient with the way that they work and its very tricky for us to work with that kind of procedure because we are buying micro lots from many different washing stations. That´s what the market wants and that’s what we want to provide. Because we are not dealing with just one washing station, it requires a lot of people to be involve in the washing stations, at the dry mill and at the exporting stage to gather all the right documents and making sure that everything is in order before it can be exported. Where as in Costa Rica is a lot simpler, because, even though we are dealing with different washing stations, the exporter has more freedom, and it is more clear what the protocol is. Everyone has done it so many times it´s very efficient and there is a lot less government intervention in the exporting of coffee not only from Costa Rica but from other Central American countries. Q. What do you think farmer are missing in Central america? A. I think the biggest thing i would like to see is that farmers are cupping coffees. Because when farmers don´t have the skill of cupping its very difficult for a buyer to actually talk about them about coffee. So, let´s say I’m visiting a farm in Costa Rica and I see the farm is been manage in the right way and I decide that I want to work with you on that basis, but I also have to taste the coffee. If I can actually talk to you about what i am experiencing when I´m tasting the coffee and why I’m giving it the score that I´m giving. And you don´t have and understanding of what the score actually means and what I’m looking for, it makes it very difficult for the farmer to be empowered to negotiate with me. And so, you have to leave it to someone else that has the expertise in order make that decision for you. You have to know what the value of your coffee is.
event coffee series intl. C.R.
coffee series intl. C.R. COmmunicatiOn materials
Color Scheme
Innocent, serene, calm A communication strategy to generate high levels of awareness and participatcion on social media. To secure the attendance of the event and to inform people about coffee. Organic, handcrafted, warm
Deep, complex, inticing Colos extracted from a coffee plantation, muted with gray tones to match the tendency for 2015-2016 and modernized the image.
DevelOp by
INVITATION
Event POSTER
Event POSTs
for more information on this event
Restaurant and Specialty COFFEE
Strategic studiO
CĂŠsar Madriz
Esteban Salazar
Marketing and Concept Development cesar@kawahcafe.com
Director esteban@estudioliquida.com
Catalina Madriz
Henry HernĂĄndez
Operation Manager and Human Resources catalina@kawahcafe.com
Architect henry@estudioliquida.com
C coffee series intl.
cOsta Rica editiOn Jan. 2016
co ffeeser i escr @g m a i l.co m