HOT DRINKS IN FINLAND&BALTICS THE ABCS OF SPECIALTY COFFEE T.I.A. — THIS IS AFRICA, OR ETHIOPIAN PROCEEDINGS FUTURE GLOBAL COFFEE TRENDS # 2 (98) 2012
contents
№ 2’2012
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Tea&Coffee World Cup Europe
Best Coffee Vending
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The ABCs of specialty coffee
6 CALENDAR OF EVENTS REVIEW&STATISTICS
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Future global coffee trends
Hot drinks in Finland.
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Improve your business
News Tea based gastronomical compositions and the informational structure of the tea carte
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«Your cup will reveal you to me...» Turkish tea for dummies
52 ADVERTISER INDEX
PRIVATE VIEW
Consumer curiosity, global price hikes and
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or Ethiopian proceedings
chamber knotted teabags
Hot drinks in the Baltics.
HoReCa
T.I.A. this is Africa,
opportunity with double
dominate hot
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Your cup will reveal you to me…
ECONOMICS
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Coffee continues to
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Tea based gastronomical compositions and the informational structure of the tea carte
2 EDITORIAL
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India to declare tea national drink in 2013
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Smile, gentlemen, smile!
4 NEWS
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Smile, gentlemen, smile
Economic recovery drive The growth of the baltic Hot drinks markets
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EDITORIAL
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Lately I have been thinking a lot about the calls to increase coffee and tea consumption that are often heard
during promotional campaigns for these bever ages. Population growth and increasingly high standards of living in many populous countries push technological developments and lead to increased mass production of coffee and tea. But quantity seems to have eclipsed quality as a goal: I can remember the time (in the early 1990s) when fresh Darjeeling tea brewed in a regular teapot could fill the whole room with an incompa rable aroma.
Who can claim to be so lucky today?
№ 2‘2012 Establisher ZAO INTERNATIONAL TEA HOUSE
Publisher ZAO INTERNATIONAL TEA HOUSE Chief Editor RAMAZ CHANTURIYA Deputy Chief Editor SVETLANA BELIKOVA KATERINA ALEKSEEVA Advertising Director JULIA CHANTURIYA Advertising Manager ANNA ANTONOVA Promotion Manager OLGA DOLGACHEVA
As part of my job, I get to taste coffee and tea produced in different countries. I often tell consumers about the differences between varieties of tea and coffee and about the unique properties of each variety. But it is becoming harder and harder in practice to convince people that those differences exist. Mass produced foods are becoming increasingly indistinguishable. You will agree that today not every professional, let alone regular consumers, will be able to tell the BOP from South India from the BOP from Indonesia, Jamaica Blue Mountain from Guatemala Antigua… This may be the reason why novelty is in such high demand, and new, more and more original types of beverages come onto the market – for example, tea produced using panda droppings, etc. People want to taste something different, but… high demand can “kill” every new idea. For example, Kopi Luwak used to be a truly unique variety, but now you can find it in every respectable coffee shop.
THE EDITORIAL BOARD Chairman of the Editorial Board R.O. CHANTURIYA, general director of Rusteacoffee Association
Members of the Editorial Board S.G. BELIKOVA, PhD of Philology, Editorial Board Secretary
S.V. KASIANENKO, chairman of the board of directors of Orimi Trade company
I.V. LISINENKO, general director of May Company
A. MALCHIK, chief executive of Montana kofe company
R.D. PANZHAVA, Georgian Tea Producers Association
M. PEYRIS,
What made this possible?
International Tea Committee
EDITORIAL
V.A. TUTELIAN,
The answer is that these beans used to be picked up by hand, one by one, deep inside the jungle habitat of wild palm civets, where animals ate only those coffee berries that appealed to them; today in Indonesia there are farms where civets are bred in captivity and fed a diet of coffee berries. And I think it is time to admit that people today often buy this coffee not for its unique quality, but for an attractive name. What’s my point?
G.V. SMIRNOV, general director of SDC FOODS company
A.V. ELSON, general director of KLD Coffee Importers
Photo on a cover: Darya Tsurkina. Wanna coffee?
Editorial Address:
It is that in order to preserve the uniqueness of coffee and tea we must change our priorities. Instead of aiming to increase consumption, we should strive to decrease it, so that quality doesn’t fall victim to mass demand. Let coffee and tea become inaccessible again, let people pay high prices for them – but, at least, every consumer will know what he or she is paying for… And for the mass consumer maybe we can create in the future a new, hybrid beverage – coffeetea? It can combine all the beneficial ingredi ents of both plants, its taste and aroma will be original, but at the same time uniform. It will necessarily be a blend, not ‘single origin’, and so mass production will not be able to destroy its personality. Our magazine is ready to start a discussion about the future of coffee and tea, and I invite all interested parties to send us their thoughts and articles on this topic. Ramaz Chanturiya Editor in Chief
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Head of the Institute of Nutrition of Russian Academy of Medical Sciences, Member of the Academy
Russia, 123060, Moscow, Berzarina str., 36, building 2, of. 214 tel./fax: +7 495 935 87 07 www.coffeetea.ru
Printed in Union Print, Nizhny Novgorod Distributed worldwide among coffee and tea producers, wholesale companies, shops, and restaurants. Printed in Russia. According to the registration certificate of mass Reprinting of materials is allowed only by permission of the magazine. The reference to the magazine «Coffee and tea in Russia» is obligatory. The editors don't bear any responsibility for reliability of data placed in advertising blocks or announcements. The editor's point of view may not coincide with the author's point of view. All provided materials will not be returned or reviewed. Coffee&Tea International magazine has been included Vserossiisky Institut Nauchnoi i Tekhnicheskoi Informatsii (VINITI)) list of synopsis journals and the institute's data base. Information about the magazine will be annually pub lished in the «Ulrich's Periodicals Directory», international handbook of periodic magazines and ongoing publications. Coffee&Tea International is an appendix to the Coffee&Tea in Russia magazine.
A advertising materials
Official coffe
Bronze sponsor
Technical sponsor
By support
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NEWS
News from the Moscow International Coffee Forum 2012 (MICF) Developments in coffee producing countries and their impact on world market coffeetea.ru
The Forum will host a roundtable with the topic ‘Developments in coffee producing countries and their impact on world market’. Among the partici pants will be heads of companies from coffee producing countries, well known European coffee traders, representatives of the Russian coffee community. The roundtable is supported by SFT Trading, Ltd.
coffeetea.ru
A workshop on ‘Green Coffee Quality Grading’ One of the central events of the MICF 2012 is the workshop titled ‘Green Coffee Quality Grading’. This workshop will introduce Q grading, a universal international system for grading coffee quality that has already become widely popular in professional circles, in coffee producing coun tries as well as among professional roasters. Developed by SCAA (Specialty Coffee Association of America), this system allows profession als from all over the world to speak to each other using the single “coffee” language. The workshop will be led by Rob Stephen from Interamerican Coffee (Houston, USA), who is the founder and head of Coffee Business Solutions (Boston, USA) and a certified Q Grader and grading instructor. Assisting him will be leading specialists from KLD Coffee Importers, Interamerican Coffee and Neumann Kaffee Gruppe’s Quality Control Department. The workshop is sponsored by KLD Coffee Importers.
Developments in coffee producing countries and their impact on world market coffeetea.ru
This topic – ‘Shall coffee shops invest in training baristas or acquire automatic equipment?’ – will be discussed at a roundtable during the Forum. Among the participants are Gleb Neveikin, Director of the Barista Department, CoffeeMania (a coffee shop chain); Anna Zfasman, Executive Director, Caffein (a coffee shop chain); Nikolai Gotko, Chief Technology Officer, Ideal Cup (a coffee shop chain); Denis Yachno, General Director, Yachno Project (restaurant consulting); Vera Ivanovskaya, Manager, McCafe (a coffee shop chain); Igor Petrukhin, Director of Business Development, Unitex, 'Anna Ambarova, Director, Franko. The main objective of the roundtable is the discussion of the most likely directions of the development of coffee shops given the rapid progress of automated coffee preparation technologies, and the outlook for the barista profession.
Black Card is the official coffee of MICF 2012 coffeetea.ru
Black Card, one of the largest Russian coffee brands that closely watches industry trends and innovations, made the decision to sponsor such an important event as MICF 2012. The owner of Black Card, Strauss Group, is a multinational food and beverage producer; it is also one of the 5 largest coffee companies in the world. From the moment the company acquired the brand in 2008, Strauss has considerably
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expanded it and put the emphasis on quality, convenience and attractive retail prices. The slogan ‘Coffee ‘Black Card’ will make you happy!’ appeals to women and helps main tain the popularity of the brand. During registration and presentations at the Forum and during breaks between various seminars the guests will be able to enjoy the taste and aroma of the Black Card coffee and to see the brand’s new products.
NEWS
Alternative methods of coffee brewing coffeetea.ru
A seminar titled ‘Alternative methods of coffee brewing’ will teach you how to expand your establishment’s coffee carte and make it more interesting without a lot of expense; it will also show you ways to brew coffee that will bring out the whole flavor spectrum of the coffee bean. The seminar will feature Tatyana Elizarova, an independent expert, winner of multiple barista competitions, and Tatyana Guliaeva, head of the education department of the ‘Coffee Bean’ chain. The topics will include: When to use alternative ways to brew coffee The brewing process and factors that affect extraction Alternative ways to brew coffee and the differences between them Methods of promoting alternative ways to brew coffee
coffeetea.ru
Coffee: secrets of roasting If your business is coffee roasting and you want to know how the properties of coffee change during the roasting process, you need to attend the seminar titled ‘How grinding and roasting affect physical properties of coffee’. The seminar, organized by Buhler AG, will take place as part of the MICF 2012. The seminar will teach its participants about the various physical and chemical aspects of coffee roasting and their impact on physi cal characteristics and flavor of coffee. Buhler AG is a supplier of lines of equipment and service for the food industry, including roasting and sorting equipment for the coffee sector. Its professional competence and 150 year history enable it to develop innovative customized solutions for its clients, giving them additional market advantages.
Fresh look at coffee taste: flavour as a solution coffeetea.ru
As part of the Moscow International Coffee Forum (MICF) on September 17, 2012, Sjors Peters, Category Manager Beverages, Givaudan Holland, will make a detailed presen tation on the prospects and technolo gies for using flavor additives to improve the taste of coffee bever ages. Today consumers are exposed to an increasing number of coffee
varieties, and they are more and more demanding when it comes to taste and aroma. The TasteEssentials™ Coffee program, developed by Givaudan, helps producers create ideal beverages that fully meet consumers’ expectations. At Givaudan’s booth visitors will be able to taste interesting new coffee flavors.
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CALENDAR OF EVENTS August 2012—March 2013
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All materials are provided by support of WWW.COFFEETEA.RU
16 18 August 2012
25–28 September 2012
21 22 November 2012
HONG KONG INTERNATIONAL TEA FAIR
PIR. HOSPITALITY INDUSTRY
EUROPEAN COFFEE SYMPOSIUM
Country: Hong Kong City: Hong Kong Company Page: www.hkteafair.com
Country: Russia City: Moscow Company Page: www.exhibition.pir.ru
Country: Netherlands City: Amsterdam Company Page: http://www.europeancoffeesymposium.com
17 September 2012
25 27 October
29 January 1 February 2013
3 d MOSCOW INTERNATIONAL COFFEE FORUM
TRIESTESPRESSO EXPO
UPAKOVKA/ UPAK ITALY 2013
Country: Italy City: Trieste Company Page: www.triestespresso.it
Country: Russia City: Moscow Company Page: http://www.upakowka.ru/
30 October– 2 November 2012
11 15 February 2013
THE MIDDLE EAST COFFEE & TEA CONVENTION
PRODEXPO 2013 Country: Russia City: Moscow Company Page: http://www.prod expo.ru/ru/registration/
Country: Russia City: Moscow Company Page: www.coffeetea.ru
Country: United Arab Emirates City: Dubai Company Page: www.coffeeteafest.com
17–20 September 2012
30 October– 2 November 2012
WORLD FOOD MOSCOW
WORLDFOOD UKRAINE 2012
Country: Russia City: Moscow Company Page: www.world food.ru
Country: Ukraine City: Kiev Company Page: www.worldfood.com.ua
Country: Uganda City: Kampala Company Page: http://www.eafca.org/wwc/ conference/index.htm
20–22 September 2012
7 9 November 2012
21 23 March 2013
COTECA
INDIA INTERNATIONAL TEA CONVENTION
TEA & COFFEE WORLD CUP SINGAPORE
Country: Germany City: Hamburg Company Page: coteca hamburg.com
Country: India City: Goa Company Page: www.iitc2012.com
Country: Singapore City: Singapore Company Page: http://www.tcworldcup.com/
14 16 February 2013
10TH AFRICAN FINE COFFEE CONFERENCE & EXHIBITION
NEWS
The Coffee Industry to converge at TriestEspresso Expo on 25 – 27 October 2012
representative quality Made in Italy product, and amplifies its international dissemination. Several months ahead of the event, 80% of the exhibition space has already been confirmed and shows a significant share of international exhibitors. Green coffee producers are well represented and several exporting Countries that are key players in the international market in terms of either quantity or quality have already confirmed their participation, including Vietnam, Colombia, India, Indonesia and Guatemala. Further evidence of the international scope of the event can be derived from the exhibitors’ list, which includes, along with domestic exhibitors, also entries from Israel, Australia, Germany, Arab Emirates, United Kingdom, United States, Poland and Russia. The beautiful sea town of Trieste provides an ideal venue: the entire coffee industry is present in this city located in the north easternmost tip of Italy. Leading companies in the processing and consumer sector are located there, as are renowned decaffeination and roasting plants like illycaffè. Ancillary industries are also present, providing complementary products and Research & Development services, like the analysis laboratories of the AREA Science Park, a top technology park in Italy. Why has the coffee business been traditionally so strong in Trieste? In the past Trieste came to play a crucial role in the coffee trade thanks to its port that provided an access to Central European countries. This favourable geopolitical location has helped Trieste become the ideal gateway to Europe and more specifically to Central and Eastern Europe.
The most important event in Italy with an exclusive focus on the espresso supply chain. The Coffee Industry to converge at TriestEspresso Expo on 25 – 27 October 2012. 80% of stands already confirmed: international exhibitors from 13 Countries The sixth edition of the most significant business to business trade fair dedicated exclusively to the espresso coffee industry will be held in Trieste (Italy) from 25 to 27 October 2012. TriestEspresso Expo, the biennial fair organised by Aries – Trieste Chamber of Commerce, is the must attend exhibition dedicated to the espresso coffee trade industry, hosted by one of the most important European coffee cities. The expo showcases more than 200 exhibitors from the entire supply coffee chain: coffee machine manufacturers, green and roasted coffee producers, roasting machine manufacturers, producers of coffee cups and packaging, as well as accessories and service suppliers. More than a simple brand, this is an event with a significant added value that enhances espresso, a
TriestEspresso Expo is characterised not only by the presence of leading international brands, but also by a dense agenda of parallel events, which shall focus on the most relevant trends and dynamics of the coffee industry. Also, the opening conference will see the participation of relevant actors coming from green coffee producing countries, the hundredth anniversary of the Cimbali Group, the SCAE (Speciality Coffee Association Europe) certified workshops, during which visitors will be able to deepen their knowledge on espresso through practical seminars, and a series of activities centered around coffee that will take place in the city of Trieste during those days. Facts and figures from the last edition are self explanatory: 230 exhibitors, 70% domestic and 30% from the rest of the world, have filled up the 11.000 sqm wide area of the fair complex. During the three day event, almost 9000 business representatives from 85 Countries visited the fair with a +41% increase. These data clearly reflect the original vocation of TriestEspresso as the international showcase of Italian espresso, an appointment not to be missed for those operating in the coffee sector keen to see latest novelties. www.triestespresso.it
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TEA & COFFEE WORLD CUP VIENNA 2012 Julia Chanturiya
There are a lot of interesting events in tea and coffee industry, but Tea & Coffee World Cup Europe can be defined as a central event, which combines key market participants every two years. We traditionally take part in the exhibition with our English version of the maga zine ÂŤCoffee & Tea InternationalÂť. This year, like last time, the exhibition took place in Vienna and attracted over 125 exhibitors displayed their colorful teas, robust coffees, state of the art equipment and a multitude of other related products and services. Over 2,000 visi tors perused the exhibition, getting a first look at new and emerging technologies and trends. For the tea trade professional, there was access to tea boards, certifications, new teas and infusions, tea processing and packaging machinery, teabag material manufacturers and allied products and accessories. Aside from the exhibition, there were also numerous tea special events. Highlights included a tea tasting of PGI (protected geographical indication) teas, where participants got to sample rare and unique teas from throughout Asia. The Tea Board of India held their
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ever popular Indian Tea Auction. A tea market panel informed participants of everything from branding and marketing trends, origin updates and market reports. The coffee industry was also strongly represented at Tea & Coffee World Cup. The exhibitors ranged from producers and exporters to roasters, machinery manu facturers and coffee related accessories. On the show floor, there was something for everyone; no matter what segment of the coffee industry. The special events were also a major draw, bringing in participants from all four corners of the world. The interactive blending and cupping workshops were a huge success, with people getting to taste numerous types of cof fees and learn the proper way to roast, blend and brew each.
The next coming event Tea & Coffee World Cup Asia takes place in Singapore March 21 23, 2013.
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NEWS
Best Coffee Vending in Russia coffeetea.ru
March 14, 2012 in the 6 th International Exhibition "Vending technologies of XXI century» VENDEXPO 2012 (Russia, Moscow) held professional competition "Best Vending drink." This competition has been conducted already for the 4th time, the assessment of product quality, as in previous years, was carried out by experts of the Central Industry Tasting Committee (CITC) formed by the Association "Rusteacoffee". This competi tion is the promotion of vending technologies, ethical standards,
improving operator responsible for the quality of beverages. The "Best Vending drink" was awarded to the following nominees in different categories: Floor vending machines category: "Natural coffee espresso" "PASS COMM" "Natural coffee cappuccino" "SIBA Vending" "Hot Chocolate" GC "Vending Babylon" (LLC "Future Technolo gies). Table Top vending machines category: "Natural coffee espresso" "Ria Vendorz East" "Natural coffee cappuccino" "Professional and vending machines" "Hot Chocolate" "Ria Vendorz East." HoReCa professional machines HoReCa category: "Natural coffee cappuccino" "Professional and vending machines" All of the winning companies received the right to place a sign "Best Vending Beverage" at the vending machines or the ingredi ents used in the process of competitive tests. The sign "Best Vending drink" is valid for one year.
Bloomberg Business News
Brazil Robusta Coffee Trades at Premium as Crop Gathered Buyers of robusta coffee from Brazil, the world’s second biggest grower of the variety, are paying a premium for the beans even as up to 30 percent of this year’s crop has been harvested. Conillons, as Brazilian robusta coffee is known, were trading at a premium of 3 cents a pound ($66 a metric ton) to the price on the NYSE Liffe exchange in London for June and July shipments, compared with a premium of 2 cents a pound a week earlier. Growers in the South American country will pick 12.3 million bags of conillons this season, up from 11.3 million bags last year, according to the government. Estimates from the private sector are higher, with Terra Forte Exportacao e Importacao de Cafe Ltda., the country’s second biggest exporter, forecasting 16.5 million bags.
Tea industry disappointed with Budget deprivation articles.timesofindia.indiatimes.com Assam's tea industry, which contributes more than 50 per cent of the production in the country, was disappointed with the Union budget 2012 13. Though the tea sector has overcome the difficult phase now, it is going through a period of stagnancy at present. For rising input costs and policy bottlenecks, the
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tea industry in the state in not in a comfortable position yet. Last month, NETA, Assam Tea Planters' Association (ATPA) and Bharatiya Cha Parishad submitted a memorandum to the Parlia mentary Standing Committee on commerce, highlighting a slew of measures for the state's tea sector.
NEWS
Bengal tea workers may come under MGNREGA india.nydailynews.com The West Bengal government is planning to bring the state's impoverished tea gardens workers under the ambit of the 100 days' employment guarantee scheme, said Chief Minister Mamata Banerjee here Friday. "We are planning to bring the workers of the tea gardens under the MGNREGA (Mahatma Gandhi National Rural Employment Guarantee Act) in order to improve their living conditions. This will enable them to get employment under the 100 days' job scheme," she said. The government has also decided to give 16 acres of land to St. Xavier's College and 10 acres to Presidency University for campus extension. "The land will be given to St Xavier's College will be provided at a price much below the market rate. The land to Presidency University will be purchased by the government since it is a government institution," Banerjee said. When asked about the agitation over the forceful eviction of slum dwellers from the Nonadanga area, Banerjee said: "There was a Maoist hand behind the protests. We are against forceful land acquisition." Many residents of Nonadanga were injured and several protesters arrested while they were resisting the eviction drive on April 8.
Popular coffeemaker recalled due to injury risk cnn.com
The distributor of a popular coffee maker sold under the Black & Decker label is voluntarily recalling the product after 68 people reported suffering cuts and burns, according to the US Consumer Product Safety Commis sion. Nearly 1,300 consumers also have reported the handle on the coffee pot breaking during use, the agency said. The coffeemaker was sold in the USA from July 2008 until last month, when the recall was deemed necessary. Nine models of the Black & Decker Spacemaker coffeemaker are involved in the recall.
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NEWS
Caffeine in diet of nursing mothers would not hurt the baby to sleep vitals.msnbc.msn.com
For years, pediatricians forbade women to drink beverages containing caffeine, claiming that it will negatively affect the child and break his sleep. However, recent surveys of the Federal University of Pelotas proved the opposite, according to MSNBC.
Children are pregnant or nursing mothers do not wake up at night, the survey 885 children born in Brazil in 2004. It turned out even on caffeine in very large quantities did not affect the sleep quality of children aged 3 months, according to the report of the journal Pediatrics. Thus, the researchers interviewed the mothers immediately after birth and checked the health of children. Three months later the mother again took the interview. Thus, the researchers wanted to know about children's sleep for the last time and the amount consumed by mothers of caffeine. Almost 20% of women consumed caffeine in large quantities (more than 300 milligrams per day, equivalent to 3 4 cups of coffee, even though the American Academy of Pediatrics does not recommend drinking more than three cups). Approximately 14% of the children waking up frequently three or more times per night. However, the relationship between caffeine consumption and frequent sleep disorders in children was not. However, it is possible that children of mothers who love coffee, simply develops immunity to caffeine.
Seattle Times
Green coffee bean extracts shows potential for weight loss In a study presented at the American Chemical Society's spring national meeting in San Diego, 16 overweight young adults took, by turns, a low dose of green coffee bean extract, a high dose of the supplement, and a placebo. Subjects lost an average of 17.5 pounds in 22 weeks and reduced their overall body weight by 10.5 percent. Joe Vinson, the University of Scranton chemist who conducted the pilot study, said the findings should pave the way for more rigorous research on coffee bean extract's effects. A larger trial involving 60 people is being planned. The trial was conducted in India and paid for by Applied Food Sciences of Austin, Texas, a manufacturer of green coffee bean extract.
Coffee shown to prevent brain damage in diabetics, protect against memory loss NY Daily News Researchers in Portugal have found that the consumption of caffeine could protect against memory loss associated with advanced diabetes. For their study, released this week and published on PLoS One, researchers compared four groups of mice: diabet ics, normal, with and without caffeine.
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The results showed that pumping caffeine equal to eight cups of coffee a day in the diabetic mice accomplished several things: reduced weight gain, lowered blood sugar levels and prevented memory loss specifically in the hippocampus, an area of the brain that often atrophies in diabetics.
NEWS
India to declare tea national drink in 2013 dnaindia.com
India will declare tea as the national drink by April next year, the country's top planner has said. "The drink would be accorded national drink status by April 17 next year to coincide with the 212th birth anniversary of first Assamese tea planter and Sepoy Mutiny leader Maniram Dewan," Planning Commission Deputy Chairman Montek Singh Ahluwalia was quoted by local media, as saying Saturday. Ahluwalia made the remarks in his address at the Platinum Jubilee celebrations of the Assam Tea Planters Association in Jorhat in Assam. Maniram Dewan was the country's first indigenous tea planter who also took part in India's struggle for the freedom move ment, he said. India is the largest producer and consumer of black tea in the world, with 83% households consuming the beverage consid ered to be the cheapest in the world after water.
bloomberg.com/
Tanzania’s Tea Production May Increase to Record on New Factory Tanzania, Africa’s fourth largest tea producer, may boost output to a record next year after a new factory is built, the Tanzania Tea Board said. Production of the leaves may increase to 36 million kilograms (79 million pounds) in the 12 months through June 30, 2013, from 34 million to 35 million kilograms this fiscal year, Director General Mathias Assenga said today by phone from Dar es Salaam, the commercial capital. A new factory is being built in southern Tanzania with the capacity to process 1.5 million kilograms of tea a year, he said. “It is supplies from this factory which may boost output because produc tion factors may remain the same next season,” Assenga said. Tanzania’s tea output ranks behind Kenya, Malawi and Uganda on the continent, according to the United Nations’ Food and Agricultural Organi zation. Four fifths of the leaves are sold to buyers from the U.K., Germany, India and the United Arab Emirates. Tanzania’s previous record crops was 35 million kilograms in the 2007 08 season, Assenga said.
Colombia coffee chief sees output doublingby 2020 Reuters Colombia, one of the world's top coffee exporters, could more than double production by the end of the decade if its drive to tap new markets such as Russia and China prove successful, said the head of the Columbian coffee federation. The world's top producer of high quality arabica beans aims to churn out a record 18 million bags for export by 2020, federation chief Luis Genaro Munoz told Reuters.
Munoz, who expects production next year to hit 9 million sacks, is betting that young, affluent Chinese and Russian consumers will develop a taste for Colombian coffee, bolstering overseas sales that last year reached 7.7 million sacks. Colombia exports most of its beans to the United States and Japan, but the Andean nation has made inroads into China and Russia and shipments to these markets are on the up.
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Ahmad Tea always fills your sails with wind! The traditional Ahmad Tea regatta, by now an eagerly anticipated event in the Russian tea world, once again took place in Croatia, the land of clear waters, beautiful cliffs and delicious wines.
The Russian team, made up of representatives of the largest distributors of the famous English tea brand, landed in Split at the end of May. The teams, fitted out with Ahmad brand uniforms, were ready for battle – but not with the weather. During the first half of the week the weather conditions made boat racing impossible, but the competitive spirit found other, equally exciting outlets: a bike trip, a rafting expedition, a cooking competition. It’s always smooth sailing for the Ahmad Tea team, even when the weather doesn’t cooperate!
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But when the skies cleared, the boats sailed into the open sea and the competition that brought everyone together finally started. At times like these you forget everything, except possibly for one thought in between the races: why is everything so magical here, why can’t I get enough of this place? Before the start of each race, the crowds stir up a storm of unforgettable experiences, fueled by the enthusiasm of professional skippers… I’ll bet that these 5 minutes are the reason why thousands of people become diehard fans of sailboat races.
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Intense competition, monotonous work and sweet relaxation – that is a brief but fitting description of a typical day of any sailboat race. Add to this being surrounded by colleagues, friends and other great people – and you have practically no time to sleep! After you return home, you continue to walk like a sailor for a while, with your heart full of great memories… and you are already waiting for the next race, ready to jump back into the action.
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ANNOUNCING
Organized by:
Singapore Returns to
Suntec International Convention & Exhibition Centre MARCH 21– 23, 2013
Mainstream coffee roasters and tea packers will visit Tea & Coffee World Cup to meet with the leading suppliers of equipment, goods, and services. Visitors will experience working machines and equipment on the show floor. Singapore is at the center of a massive region of coffee and tea drinking, producing, exporting, and importing countries, including India, China, Indonesia, Malaysia, Vietnam, Thailand, Hong Kong, and Philippines. Singapore is the ideal central meeting place for your business. Tea & Coffee World Cup is proud to welcome you back to Singapore for another successful industry event!
WWW.TCWORLDCUP.COM Tea & Coffee World Cup Exhibitions & Symposiums
26 Broadway, Floor 9M, New York, NY 10004, USA • Tel: +1-212-391-2060 • Fax: +1-212-827-0945 • Email: info@tcworldcup.com 17
REVIEW&STATISTICS
in Finland Finland remained in 2011 the world’s most coffee thirsty country despite slightly falling volume sales. The overwhelming popularity of coffee means there is relatively little market left for other hot drinks. However, more and more people are interested in tea, especially nonÂstandard tea variants. Per capita coffee volume in Finland remains the highest in the world Per capita coffee consumption in different regions and Finland 12
8 6 4 2
2011 Total volume (kg)
10
0
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By Pasi Hannonen, Senior Research Analyst at Euromonitor International
COFFEE CONTINUES TO DOMINATE HOT
HOT DRINKS
*Source: Euromonitor International
ONLY FOR SUBSCRIBRES
REVIEW&STATISTICS
Coffee companies in Finland Market shares (%). Retail Value, 2011 4 19
6
55 17
*Source: Euromonitor International
ONLY FOR SUBSCRIBRES Number of specialist coffee shops and coffee consumption in Finland 54
180 160
53
140 120
52
100
20 0
20 21 010
40
20 209 08
60
20 207 06
80
51 50 49
*Source: Euromonitor International
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REVIEW&STATISTICS
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Entrenched habits are hard to change, as was proven once again in recent years in the Baltics where consumers still start their days with cups of coffee or tea without putting them away for longer periods throughout the day. Hot drinks registered monetary gains in retail sales in all three Baltic countries in 2011, with Latvia’s growth being the most dynamic (12%), followed by Lithuania (6%) and Estonia (5%). Of all the countries, Lithuania remains by far the largest market of both coffee and tea, with combined on trade and off trade volume sales reaching of nearly 12 thousand tones, whilst Latvia’s total market was 6.1 thousand tones and Estonia’s 6.7 thousand tones, registering growth rates of 0.9%, 2.2% and 1.2% respectively in 2011.
By Roberta Kniuipyte, Research Analyst for the Baltic States at Euromonitor International
HOT DRINKS
CONSUMER CURIOSITY, GLOBAL PRICE HIKES AND ECONOMIC RECOVERY DRIVE THE GROWTH OF THE BALTIC HOT DRINKS MARKETS
in the Baltics
Consumption of Tea and Coffee in the Baltics, 2011 tonnes 12 000
Coffee Tea
10 000
€ mn 35
Sales of different tea types, 2011
30 25 20 15 10 5 0
Other Tea
Fruit/Herbal Tea
Green Tea
Black Tea
*Source: Euromonitor International
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21
ECONOMICS
THE ABCs OF SPECIALTY COFFEE
1
I have written many times about the specialty coffee segment in my articles on Sumatra 2. But, despite my firm conviction that most facets of this complex segment have been explored and understood, I keep realizing how many are still waiting to be discovered. This is what inspires me to keep writing. And every time I write, I feel as if I have to break through a glass barrier in order to make my thoughts clear to the reader. Whether I succeed this time is for you to decide, dear colleagues. But I’d like to begin by making a serious and provocative claim: there isn’t, and has never been, a specialty coffee segment in Russia. And there is no need to assign blame and pass judgment: let’s accept this fact and try to understand whether conditions exist for such a segment to appear and what we need to do to make it happen.
Andrey Elson General Manager, KLD Coffee Importers (Company of Neumann Kaffee Gruppe)
THE DEFINITION OF ‘SPECIALTY’ Every discussion (yes, I am inviting you to a discussion) begins by agreeing on the meaning of key terms, so I’d like to begin by defining the term ‘specialty’. In doing so we need to remember that the product itself is only one part of the market; there are also suppliers and consumers, and the interactions between them. We need to understand how all these components are connected, even though the connec tions are often difficult to see from the outside. But let’s do one thing at a time. We begin with the definition. There are many specialty coffee associations, and their very diversity and specializa tion were not conducive to arriving at a single definition. I am not going to discuss their approaches and business models, but I assume that my own experience gives me the right to propose my own definition. During my ten years in this
segment I have come to define specialty coffee as follows: Specialty coffee is the coffee that has outstanding organoleptic characteristics and such that during its delivery from the branch to the cup the following conditions have been met: • The beans have been grown correctly • Harvested in time • Processed correctly • The coffee has been delivered fresh to the consumer • The beans have been roasted correctly, so that all their flavor characteristics have been preserved • The end product has quality packaging • The beverage has been prepared with love • At every stage of this long process the parties involved have observed all moral norms
1 The editors would like to thank the author for his permission to use this article about specialty coffee, first published in Russian in “Coffee and tea in Russia”, Vol.3, 2012. The analysis and the conclusions therein will, no doubt, be of interest to our international readers as well.2 The author is referring to his earlier publications in “Coffee and Tea in Russia” (Vol.2, 2011, pp.26 28; Vol.2, 2012, pp.24 26) and “Coffee and Tea International” (Vol.2, 2011, pp.22 24) – Eds.
22
ECONOMICS
coffee to a location with a more favorable climate (moving it out of the tropics before the start of the rainy season) and ensuring appropriate storage conditions with constant quality control. Internal dangers allow for only one remedy: timely roasting and consumption. Thus, the coffee has to be delivered to the roaster on time. If air transporta tion is necessary, then ship it by air. All this means that the lifespan of coffee is not deter mined by the time between harvests or between shipments. This interval depends on the characteristics of individual batches and has to be carefully studied. This means also that all these efforts should make specialty coffee recogniz able in the cup. Not just by the label on the shipping bag or the name of the brand, but by its flavor and aroma, body and aftertaste. So that even if the consumer doesn’t guess the correct variety, he or she will simply say, “I love this coffee!...” Is it possible for such a product to exist? Most definitely, yes. In order to convince ourselves of that, let’s look at each stage of the process and think about what happens there. Coffee beans have been grown correctly… The world coffee community today spends a lot of effort helping farmers grow the coffee beans correctly. This means that the coffee plant must get full attention regardless of what is happening, for example, in Greece. The farmer must pick only fully ripe berries even if this takes 5 passes with the harvesting equipment or crew… or 7. At the same time, the beans must be processed correctly. Contact with
water must be reduced to the neces sary minimum, if it is necessary at all. Sorting must focus on the removal of defective beans rather than on separating the beans by size. Only the best beans must be picked for shipment to the consumer. Today more and more growers are interested in meeting these requirements. Do you know why? – Because they are getting paid for it! Farmers follow these requirements to the letter, and these practices are slowly taking root and becoming part of the coffee growing culture. Does this benefit other players down the line? – No doubt about it. The beans are harvested in time, processed correctly, delivered fresh Coffee loses its flavor characteristics very fast, and the better the flavor, the faster the loss. And this attack on quality comes both from the inside and from the outside. You can protect the coffee from the external dangers by using modern packaging materials (for example, special GrainPro bags that preserve the quality of the contents by reducing contact with air), moving the
The beans are roasted correctly and timely, preserving all distin guishing characteristics The way from the roaster to the cup deserves a separate paragraph. And this is not because I doubt the profes sionalism of our roasters and their desire to get the best possible quality. But I want to emphasize that roasted coffee must fully retain all its flavor characteristics. Even without govern ment standards, it is clear that this is not a place for compromises. The end product receives quality packaging As you have no doubt already noticed, at every stage of the produc tion process the coffee must retain all its flavor characteristics. And this stage is not an exception. The packaging must preserve EVERY BIT of quality. In my opinion, high quality multilayered foil packaging using inert gas and pressure relief valves preserves coffee much better than non airtight dispens ers made of “mystery materials”.
23
ECONOMICS
Here I would like to dwell once again on the shelf life of coffee. We need to distinguish between two formulas: ‘BEST BEFORE’ and ‘EXPIRATION DATE’. The latter marks the date before which the product is safe to use, while the former signifies the interval during which the product retains its best characteristics. If the coffee must be consumed within a month of the roast ing date and no later than 3 days after the package has been open, then the package must have a statement to that effect. And two more points need to be emphasized. First, some varieties of specialty coffee cannot be available to the retail consumer 365 days a year, and they should be positioned on the market as seasonal products. Second, one should only buy as much product as can be sold before the expiration date and avoid buying too much coffee and keeping it around for too long. The beverage must be prepared with love All food preparation, in general, must be done with love. Especially coffee. We cannot affect every individual consumer and lift his or her spirits with every cup we brew. But, at a minimum, we can manage not to spoil their mood. The consumer must not regret spending money on a product that is 10 or even 200 times more expensive than the “mass market” varieties. Moreover, he or she must experience genuine satisfaction from consuming high quality beverage. And here is where questions arise. Does the quality of the beverage depend on who makes it and how? Is it true that only a professional barista can bring out the true taste of coffee? These are hard questions; all I want to say here is that we need to open more “coffee schools” where anyone who wants can learn how to prepare good coffee, and where baristas can hone their skills. And these are very impor tant skills. But I also think that a coffee lover, even without taking classes, can still extract the very essence of coffee beans if he or she is interested in the brewing process, is not afraid to experiment, to compare, to read about
24
coffee and, in the end, to produce his or her own unique brew. The main thing is to put your soul into the preparation process and not to be stingy when buying quality coffee. About prices It is important that the specialty coffee consumer does not get baffled by the fact that 100g of this coffee cost more than 2 kg of coffee on the next shelf. In order for this to happen, we need to have the courage to admit and to say clearly that specialty coffee is not for everyone. It is an expensive product, because every stage of the production process requires manual labor. The changing flavor characteris tics of this coffee can lead to it being sold at a price that is considerably lower than what was expected. And this risk must be factored into the price in order to avoid deception about quality. Acceptance of the high price of specialty coffee is also important because it ensures that players at each stage of the production process feel secure about the future. A consumer who can say, “I wish I had never spent my money on this junk” doesn’t need this coffee in the first place. Any sommelier can tell you that you do not serve gourmet wine to someone who does not appreciate wine; the same is true about coffee. Are there consumers in our country who can correctly and sincerely appre ciate specialty coffee? I am sure that there are! At every stage of this long proc ess the parties involved have observed all moral norms For the majority of the requirements listed above, no document can certify that they have been met. But this does not make them less important. So we now face a question: how do we convince the consumer (and everyone of us is a consumer at some time or other) that the product is unique and authentic? The most important thing here is
absolute trust among all parties involved. How do we achieve this? Ideally, we need a legislative founda tion for the luxury segment. But this complex question requires close coop eration with other industries, and as far as I can see, neither the legislature nor the industry itself is ready for this step. We need to create our own framework from within, and base it on the princi ples of Accessibility, Openness and Transparency. The first steps on this path must be the shift towards institu tionality and the rejection of opportun ism. Of course, we cannot ban oppor tunistic companies outright, but we are more than capable of creating a system of “regulation by public opinion”. European countries have had experi ence with this: public opinion plays an enormously important role there. Will we be able to make public the names of those who resort to unfair means of competition, from so called “customs optimizations” to the switching of varieties? Will we have enough strength to become open and accessible to the end consumer? How much longer will we be saying to each other, “None of your business”, and allow ourselves not to interfere, because… we don’t care? As a conse quence of this “neutrality”, Robusta is sold at specialty prices, the stores sell products off the books and the customer seeks “savings”. The answers depend on us and on our realization that the suppliers, roasters, retailers and end consumers are all in the same boat. And since we are all links in this chain and cannot exist without each other, we need to work together and recognize each other’s rights. Only when we come to an agreement and make ethical stand ards a part of everyday practice, will we be able to start talking about the creation of a specialty coffee market. I do not know how we will get there, and I am not sure that everyone wants it to happen, but I care. Do you? Text prepared by Alyona Velichko
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ECONOMICS
T.I.A. — THIS IS AFRICA, OR ETHIOPIAN PROCEEDINGS*
V.Savinov, S.Boganov, SFT TRADING LTD.
If coffee were a religion then Ethiopia could be called the promised land. And the Ethiopians could have proudly called their country “a good and broad land, a land flowing with milk and honey” from as early as the 9th century AD, from that very time, when Kaldi noticed the unusual behavior of his goats having enjoyed the unknown cherry. But what is brought about by the XXI century, is Ethiopia developing and what is the direction of its development? This is what SFT TRADING team thought of when going to EAFCA, the second Mecca of the coffee world, in February 2012.
Production of coffee in 2007/2012
CATCH UP AND OUTDO COLOMBIA? One of the news thrilling the coffee society well before EAFCA was the forecast of a peak crop in Ethiopia in 2011/12. We have to outline here that Ethiopia has always been among the leading producers of coffee in Africa. In 2010/11, the volume of production of Arabica and Robusta in Africa was comparable with that of Ethiopia. At the same time we have to keep in mind that Ethiopia grows only Arabica, whereas its neighboring rivals—Uganda, Cote d’Ivoire, and Cameroun—are fabulous primarily for their Robustas. The crop of 2011/12 was in line with the expectations: Ethiopia produced some 500,000 tons of Arabica (8,312,000 bags according to ICO statistics). It was the second time in the XXI century when Ethiopia was in advance of Indonesia which produced 8,250,000 bags. Ethiopia approached Colombia which produced some 8,500,000 bags. * “T.I.A.—This is Africa…” From the folklore of Mzungu—European expats in Africa.
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(thousand bags of 60 kilo)
14000 12000 10000 8000 6000 4000 2000 0 2007/08
2008/09
Africa without Ethiopia (Arabica & Robusta) Ethiopia (Arabica)
2009/10
2010/11
2011/12
Indonesia (Arabica & Robusta) Colombia (Arabica)
ECONOMICS
Colombian & Ethiopian coffee exports 2007/12 (thousand bags of 60 kilo) 12000 11104
10000 8000
7264
6000 4000
3721
3073
6698 4117
7123
7100
4929
According to different experts, some 90% of the coffee produced in Ethio pia is sold through ECX.
1901
2000 0 2007/08
2008/09
2009/10
officials this time: under the pressure of some local exporters and interna tional trading companies the Govern ment was forced to recall its ban. Nevertheless we couldn’t help paying special attention to the export proce dures of the country as well as to the mechanism of the Ethiopian Commod ity Exchange (ECX).
2010/11
Does it mean that a new coffee giant is grown in front of our very eyes? Is it a new competitor of Colombia? The answer to these questions resides, strange to say, in the very process of the Ethiopian coffee ceremony. In Ethiopia, a coffee ceremony is more than a mere formality but, still, slightly less than religion. An invitation to a coffee ceremony speaks of high level of respect and friendship shown to the guest and may be treated as a spectacular example of Ethiopian hospitality. It is considered impolite if a guest leaves the ceremony without having had at least three cups of coffee. It looks like the major part of Ethiopia’s population venerates traditions because nearly a half of Ethiopian’s harvest is consumed locally. But, still, a decent part of the crop is exported, and if the recent trend of acute growth of production and creep ing growth of consumption continues, we will be able to assert in a two or three year period that Ethiopia is one of the leading producers and exporters of Arabica in the world.
2011/12
PRO ET CONTRA OF ETHIOPIAN COMMODITY EXCHANGE What is a state without bureauc racy? A mere oxymoron. In Ethio pia, the redtape jungle of paper work enjoys close, if not to say excessive, attention. As the phrase goes, “This Is Africa…” The ban of the Ethiopian government on export of coffee in 60 kilo jute bags in the late 2011 brought Ethiopia to the first lines of coffee news. Traders a nd roasters thought of the gloomy prospect of renunciation of mixed containers and installation of special capacities for handling green coffee coming in big bags or in bulk. A univer sal conspiracy has been spoken of once again—that is, of Ethiopian government’s links with large businesses and their struggle against small roasters representing the specialty coffee industry. However God didn’t take the side of Ethiopian
Activity of the participants during trading hours (the organizers of our trip gave us the unrivalled opportunity to visit the main trading floor of the exchange in Addis Ababa for which we are deeply grateful), the twinkling of quotes and symbols of coffees traded, as well as the quantity of deals made every minute allow us to trust such statistics. This seeming chaos of abrupt gestures and shouts in Amharic is in fact well directed and managed. In theory, the procedure of the goods’ movement from a farmer in a small Ethiopian village to the export customs point in the port of Djibouti looks as simple as that: the coffee arrives at a certified warehouse where it is graded by exchange specialists, then it is sold during trading hours to exporter who pays the farmer and issues export documentation—and farewell, coffee! But, as usually, the devil is in detail. The certified warehouses of ECX — called the delivery centres—are spread throughout Ethiopia in a way so that
Skeptics will object that such a forecast is way too optimistic, that apart from the above on the agenda there are resumption of growth of Colombian coffee production (however expected for 3 years already), and the growth of production of other Arabica producers aiming to head the list of the leading exporters — Peru, Mexico, and Honduras. In any case, we believe that conductive condi tions in Ethiopia as well as investments in the infrastructure of the country made by Chinese and European companies will help Ethiopia to take its place in the list of the top coffee producing countries.
27
ECONOMICS
coffee from one region is collected in one warehouse. Say, coffee from Yrga Cheffe, Wenago, Kochere and Gelena Abaya is collected in the delivery centre of Dilla, coffee from Sidama region—in delivery centres of Hawassa and Soddo, and coffee of Harar—in Dire Dawa. Exchange warehouse guaran tees that the farmer receives timely payment from his buyer and therefore the farmer doesn’t need to control if he receives his payments in time. The warehouse will also give to the farmer, apart from receipt note, information on current prices and harvest in other regions of Ethiopia. Exchange ware houses are thus disseminators of infor mation which is extremely important for small producers who are not well informed about the overall situation in the country. Once the coffee is delivered by the farmer to the warehouse, all informa tion about its origin becomes confiden tial, and the future of a given lot is in the hands of the exchange warehouse specialist. We have to underline that the system of grading in the exchange warehouses of ECX is overcomplicated and at the same time relies on personal assessment. The good thing is that the warehouse specialists deal only with coffees from their “home” region where they possess exclusive empiric knowledge. However the result of their activity is well known to the whole coffee drinking world: Ethiopian coffee grading stereotypes are left in the past. It is outdated to refer to first and second grades as representing washed coffee and to fourth and fifth grades—as representing natural coffee. Today the grade is likely to specify not the processing method but the number of defects, shape and color of beans and the two level assessment of quality of the beverage.
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So, when a coffee receives its grade, the warehouse sends a note to the exchange showing quantity of the coffee, its grade and region of origin. Unfortunately the exporter will be able to cup the coffee and evaluate the quality of the warehouse’s specialist work only after having purchased the lot. What is happening therefore is that the final buyer purchases the lot blindly, and the most important element of assessment of coffee — cupping — is excluded from the process of purchase. Furthermore, detailed information on the lot’s origin will remain unavailable for the buyer even after he has purchased the lot, which is hardly understandable—T.I.A… Let us briefly summarize the above. On the one hand, the Ethiopian Commodity Exchange is a generally accepted tool for controlling the quality of the coffee which serves its turn well, and in the world market there is no coffee capable of depreci ating the brand of Ethiopia. Exchange becomes the guarantee of transpar ency of transactions and timeliness of payments and coffee deliveries between the buyer and the seller. Also, the exchange is responsible for filling the Ethiopian budget with coffee money. But on the other hand, the procedures adopted by the exchange for coffee grading do not allow the exporter and his counterparts to fully evaluate the coffee before buying it. Still there are some ways to minimize the harm inflicted by the exchange procedures to the final buyer. A beneficial strategy is to interact with those Ethiopian partners who have significant experience and well established links with all the coffee growing areas of the country. In Ethio pia, no one hesitates that once it’s known when a coffee is set for an auction, a professional will have little difficulty in revealing its hidden attributes: botanical variety of coffee, exact origin, and, what is most impor tant, the taste profile of the lot. SAY “EAFCA”—MEAN “AFCA” The hospitable hosts of the confer ence prepared another surprise for the participants: according to the results of the conference, EAFCA will transform to a pan African coffee union of 11 countries, thus it is more reasonable to call it AFCA today. What is remarkable
is that today the association is formed not only by familiar to us all coffee producing countries from East Africa but also by so rarely mentioned coffee countries as South African Republic producing some 5 containers of coffee per year, and the Democratic Republic of Congo. Those seeking for rare coffees shouldn’t trouble: as we were told, all the coffee produced in the South African Republic is consumed domestically. T.I.A.!.. THE FUTURE OF THE ETHIOPIAN COFFEE We said much about the volume of production of Ethiopian coffee, about the pan African integration and the internal Ethiopian bureaucracy. But an inquisitive reader is likely to ask: “But what is the future of Ethiopia, after all?” We learned the answer when we got acquainted with local enthusiasts ready to do their job irrespective of interna tional environment or decisions of their governments. One of such meetings was truly unforgettable, when we met one of the Ethiopian coffee profes sionals, Mr. Abdullah Bagersh. We talked to him during cupping when the conference was over. When we tried to assess together the diversity of tastes and feelings which Ethiopian coffee can bring about we suddenly realized afresh that if there are no profession als who do their job with love and joy there can be no excellence in quality of the product. Which in its turn means that devoted professionals are the basis of that high quality coffee future where Ethiopia strives to land up. See more about grading of Ethiopian coffee at ECX website at http://www.ecx.com.et/downloads/ Contracts/Coffee/CoffeeContracts.pdf
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ECONOMICS
FUTURE GLOBAL COFFEE TRENDS While the amount of tea that consumers drink is around twice that of coffee, coffee generates by far the most retail value. Coffee's dominance of hot drinks in retail value terms is set to remain unchallenged as the category is being driven by different coffee formats which have focused on convenience and premium innovations.
By Richard Haffner, Head of Beverages Research, Euromonitor International
Over 2011 2016 coffee is set to be the fastest growing of all hot drinks catego ries in every region except Asia Pacific and North America. In Asia Pacific, coffee retail value growth is projected to slightly trail that of tea (23% for coffee compared to 26% for tea in constant US$ terms). In North America, the tea category is growing from a much smaller base. Only around one dollar in tea retail value was generated for every five dollars in coffee in 2011. Over 2011 2016, tea is projected to grow by 13% compared to 9% for coffee.
Convenience and premiumisation drive growth Coffee is gaining value in the tea dominated region of Eastern Europe thanks to the instant coffee category which includes pre measured amounts of creamer and sweetener. Although North America is a mature coffee market, the convenience and premium nature of the pod format, which has been growing in popularity in Western Europe for several years, is now generating excitement in North America. In fact, coffee retail value in Eastern Europe surpassed that of North America in 2010. Over 2011 2016 Eastern Europe will increase its lead over North America in terms of coffee value sales, growing by US$2 billion compared to around US$1
30
billion for North America. Perhaps surprisingly, over 75% of coffee value growth is projected to come from Russia, traditionally a tea drinking country. It is the convenience of the instant format that will be the main contributor to growth.
ECONOMICS
In the mature North American market coffee retail value in constant terms is projected to grow by only 9% over 2011 2016. However, over two thirds of this growth is projected to come from pods, a category which is expected to achieve a 77% increase over this period. The growth of coffee pods is being driven not only by the convenience of preparing an individual cup of coffee but also by providing coffee house quality at home at a better price than in a foodservice outlet. Fresh ground coffee pods will also drive future growth in Western Europe. As recently as 2006, fresh ground coffee pods accounted for just a 10% share of coffee retail value sales. By 2011, this share had risen to 21% and by 2016 coffee pods are expected to command a 26% share of coffee value.
low priced alternative to Nespresso, the cost of the coffee machine is still proving to be something of a problem for the Brazilian consumer.
Successful innovations mean a bright future Coffee's different formats offer consumers a range of benefits, and it is these benefits, ranging from the convenient preparation of instant coffee to the premium pod format, which are supporting coffee growth. Coffee is penetrating traditional tea markets and is also able to grow in mature markets because of these value added consumer benefits. Despite large mature markets, the future profitabil ity of coffee is likely to increase almost as quickly as in the past.
Over 2011 2016, coffee pods will account for around 75% of coffee value growth. Clearly, the conven ience and quality of this relatively new format can be perceived as a value added addition to a mature coffee category by consumers in developed markets.
Rising incomes in devel oping markets also contribute to growth In Latin America, coffee is the dominant hot drinks category and is also projected to be the fastest growing over 2011 2016. Although coffee is more than double the size of other hot drinks, the next largest category due to the popularity of mate primarily in mountain ous regions, it is also expected to grow at a faster rate, posting 29% retail value growth over 2011 2016 compared to 21% for other hot drinks. Brazil will account for the majority of this growth (almost two out of every three US dollars). Showing the versatil ity of different coffee formats, growth in Brazil is being driven by standard fresh ground coffee. A strong coffee culture and rising incomes are supporting the growth of standard fresh ground coffee. While Nestlé recently introduced the Dolce Gusto pod system as a
31
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versatility and realistic price. For this reasons we are currently producing two machines models: the new MD20 and the new versatile MD20 Plus. MD20 is the simple way to produce double chamber teabags with string and tag wrapped into 3 side heat sealed outer envelope. Machine can be equi pped with customized exit system (sli pway channel, counting system and manual removal) or with the automatic cartoning attachment. MD20 Plus called “versatile machine” can produce on the same machine naked bags, heat sealed outer envelope and crimped outer envelope (Picture 2).
Picture 1
Picture 2
Picture 3
• Idea of innovations Teamac idea born to give to the market the opportunity to produce double chamber teabags without using any metal staples or other additional or contaminating materials, the MD20 fixes the top fold of the bag by two subsequent knots made by the same connecting thread (without auxiliary thread). This innovative feature offers to the tea packers the most competitive manner to satisfy the new market's demands. Because two knots on the filter bag are much stronger and much better than one single knot or one single loop (Picture 1). The success of Teamac machines has been immediate and growing year by year, today the company has installed almost 120 machines in all over the world (from Europe to USA, Asia and Africa). Teamac teabags feature is without aluminum staple, without thermoplastic mylar and without heat sealable filter paper.
Machine is equi pped with standard carousel able to fill the stack of teabags inside the pre-glued cartons in single or multi rows. If required, it is possible to attach at any time the standard cartoning attachment unit that can run flat blanks cartons in complete automatic way. Cartoning unit of both MD20 and MD20 Plus can be easily adapted to run all of the major carton box style, from standard tuck-in, to fli p-top closure system, till the top and lateral tear-off (Picture 3). The production speed of both machines is 200 bags per minute with naked bags, heat sealed envelopes and crimped envelopes. In order to guarantee for customers high quality standard, all of the machines parts are manufactured in Italy inside specialized factories of Marchesini Group , with direct consequence in term of efficiency,reliability and top quality. Teamac machines by means special knotting system can allow customer save money on both raw material and spare parts costs compared to the main
the main spare parts components are stored for a rapid delivery in all over the world and team of highly specialized mechanic and electronic technicians are always available for an immediate assistance. S ervice are available in most of the worldwide countries with focus on customer satisfaction. Not only, but in many countries Teamac can supply a local technical service through specialized technicians trained in Italy. Teamac presence in Russian market are well represented by an exclusive agent located in Moskow, the Company OOOKAYAN, contact Mr. Anupam Tel: +79857685571 E-mail: anupam1@mts.blackberry.com
• Machines Considering the strong nowadays market Teamac has developed different solution to meet customers need in both way:
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competitors. • Sales & After sales Teamac is close to each customer with representative offices in more than 20 worldwide countries that, working together with Teamac and subsidiary, everyday can provide the right solution to meet the customer needs. Often happens to help the customers to develop packaging alternative and solutions. Besides the best price per value available on the market nowadays Teamac is boasting very well efficient customer after sales service built on solid, lean and prompt-reactive structure. All of
• Finally why Teamac? - For supplying good and quick after sales service. - For saving costs in raw materials. - For saving costs in spare parts and maintenance. - For having a competitive product with the best price per value and (why not?) a touch of friendshi p.
33
PRIVATE VIEW
SMILE,GENTLEMEN, SMILE! Prepared by Alyona Velichko
Jerry Ruditzer’s resumé includes many facts, but three will stand out (in reverse chronological order): he is the owner of the ‘Simple Pleasures’ restaurant, the founder of the first Russian coffee chain “Coffee Bean” and he is a son of people who emigrated from the former USSR who chose to return to his homeland. Few people know that he enjoys spending time with children, appreciates good food, the sea, the sun and smiles. Some may think that he is a man of contradictions: he drinks coffee to get energized but also to relax and be in the moment; he is flexible when it comes to considering alternatives but firm when it is time to choose the right one; he’s made it to the top but this never shows in his relations with people. But, really, all these characteristics contribute to the colorful personality of an extraordinary man who generously agreed to share his personal views on life with C&TI. I believe religiously in the democratic ideal of the equality of all people, and this makes it easy for me to use the informal pronoun ‘you’ with strangers right away.1 This puts me on the same level as the person I am talking to, thus removing any presumption of a hierarchy. Another reason for this is that in English, the pronoun ‘you’ is used as both a formal and an informal form of address, which suits me perfectly. When you are in charge, the inequality is there, of course, primarily with respect to the responsibility for your decisions. The leader bears most of the responsibility, which explains the fact that sometimes he or she has to be
firm when making decisions and acting on them. People often complain that I am inflexible in my decisions. But they sometimes fail to realize that the leader sees the big picture, bigger than the other team members. He or she may see things that are invisible to others. There is never a shortage of opinions, but the decisions must be made by those who see the big picture and who will bear responsibility for the consequences. It is only later that people start realizing that a particular decision was the correct one. Besides confidence in my decisions, another component of success for me – seemingly in contradic tion to what has been said before – is flexibility. Flexibil
1 In Russian, there are two second person pronoun forms: singular and plural. The plural pronoun is also used as a polite or formal way of addressing an individual. – Eds.
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PRIVATE VIEW
ity, most importantly, in your approach to life. If you are flexible, you can always find a way out of any tough situation. And the third component of success for me is QUALITY. Quality of the product, quality of the relation ships, quality of service. Leadership in quality has a price: persistence and patience. It is easy to give up striving for quality: after all, quality requires constant effort. These three approaches to life – confidence, flexibility, quality – allow me to be successful at what I do and to enjoy myself doing it. But work is always just work. Although inter esting and exciting, it cannot be all that there is to life. I admit that children are the most important part of my life. They taught me many things, but first and foremost – to love and to be patient. A friend of mine said once, ‘You realize that you love your children not when they are born, but when you watch, in silence, as your son puts butter on his bread and then drops the bread on the floor several times.’ When my children taught me to be patient, it changed my attitude towards my work and towards my employees. Employee training has always been a primary goal for me. When we first opened our doors what seems to be ages ago, in 1996, our first customers were shocked to see our friendly and smiling personnel. Many patrons would leave the shop only to come back to ask the barista, ‘Why in the world did you say ‘hello’ (or ‘goodbye’) to me?’ The owners of other restaurants used to bring their managers to us and tell them: ‘Look at how everyone is smiling! This is what customer service should be like!’ Today people forget that service with a smile has not always been the norm, and young people take friendly and polite service as a given. I think that Coffee Bean can take credit for the emergence of customer service culture in Russia. Or I’d better say ‘re emergence’, since before the Russian revolution of 1917 this culture had already existed. I see my personal contribu tion in this. It is important to me to do what makes people happy and improves their lives, in Moscow or in any other city. I have never made it my goal to be a trailblazer, this is not the most important thing to me. I simply had an idea that came to fruition as a quality coffee retail store and then as a coffee house. To be the first in quality in your business, to get recognition from customers – this is what is truly important to me. Relatively recently I made a very interesting discovery about the educational process. Many people know that we are very serious and meticulous about educat ing our personnel. The employees should know WHAT they serve to the customers and also know HOW to do it. Some times I had to be quite firm in trying to teach people the fundamentals of customer service. For many years I attempted to have every little detail under my personal control, and it was very difficult. But 4 years ago we decided to expand from Moscow to the regions, and I realized that I would not be able to control everything because of the distances involved. Then I started building a framework with
greater freedoms for the employees. Gradually, I let go of the reins and the people that we have groomed took on a larger share of responsibilities. It turned out that the more freedom you give people, the more responsibility they take on and the greater the quality of their work. Of course, it does not mean that you “throw a person overboard” and watch them swim to shore by themselves. This was the purpose of all the preliminary work that we have done. I believe that everything happens the way it was supposed to happen. This is not fatalism, but rather faith in life. This is why I do not regret anything and have no desire to change things. What happened happened, and it could not have happened otherwise. I prefer to think about how I am right now and what I would like to see in the future. And I strive to be maximally aware of WHAT I do and HOW I do it. My formula for success – “global stupidity” (as it may look to someone from the outside) plus the confi dence that I can do anything I want in life. This is what gives me the ability to do the things that I do. For example, my desire to come to Russia and start doing business here. I did not for a moment think that something was impossible. If I had an idea or a thought or a desire, I never had any doubts about whether I can make things happen. Sticking to your own ideas and vision is more important than satisfying every request of your customers. People often say, ‘It would be great if you had …’ And many establishments rush to meet these requests. But I have seldom seen this work. Rather, the opposite happens: it almost never works. I am more and more disposed to believe that what works is a small but well though out proposal. This is the reason I like Apple so much. They are maximally focused on a certain category of products, and they really stick to their style. And their quality is superb exactly because they do not spread their efforts. More often than not, consumers do not know themselves what they want, and you have to be able to make demand follow supply. If someone in the 1980s were shown a cell phone and asked if he or she wants one, you would most likely hear the reply, ‘Looks amusing, but what do I need this for? Whom am I going to call?’ And look what happened 30 years later: even children cannot go to school without a cell phone. When we opening our coffee house, we would tell our friends about it, and they would ask, ‘What else besides coffee are you going to sell?’ And when they would hear, ‘Nothing, just coffee!’, they would be surprised and say, ‘This is impossible! No one will come to your place. Why would anyone go and drink coffee in a café when they can drink it in their own kitchen with friends?’ But look at the world today: how much coffee is sold today in coffee houses. And if you had told someone that customers would pay $4 for a cup of coffee, no one would have believed you. But without quality product and quality service the long term prospects of a business are dim. Many people make big and quick money selling substandard goods. But this kind of business will never last. And we should remember this when we build ours.
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SCAE World of Coffee called champions The four day SCAE World of Coffee event took place in the Messe Wien Convention Centre, Vienna (12 15 June) attracting four and half thousand visitors. In those days Vienna gathered the best of those who made coffee their profession. During the exhibition was held the 13th in a row Barista World Championship (WBC 2012), which brought together the best representatives of the barista profession. The competition was attended by 50 participants from 50 countries, and only six finalists had a chance to win the desired title. World Barista Champion was named Raul Rodas from Guatemala. Three further world championships were hosted during SCAE World of Coffee: World Brewers Cup 1st: Matt Perger, Australia; World Cup Tasters Championship 1st: Cory Andreen, Germany; Cezve/Ibrik Championship 1st: Zoltan Kis, Hungary. This year also saw an introductory event, the Coffee Roasting Challenge, this is the precursor to the 2013 World Coffee Roasting Championship. This competitive event is designed to feature the talent and skill of individuals involved in the artisan craft of roasting speciality coffee. During the SCAE World of Coffee were conducted not only the exhibition and competitions, but took place many interesting activities: conference "Coffee Business", the Speciality Coffee
Photo: Rick Forrestal www.rickforrestal.com
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Association of Europe staged several awards ceremonies over the four days including the SCAE New Product of the Show Awards, SCAE Awards for Excellence and the SCAE Photography Competition Awards. The workshops attracted hundreds of attendees, offering courses in Roasting, Barista Skills, Setting up a Coffee Bar, to Sensory and Cup Tasting, and Green Coffee, to name a few. The coffee community also gathered at the many social events designed to celebrate success, reward excellence, relax and network. Particular highlights were the Welcome Party and the Coffee Kids reception, with great auctions, beverages and abundant feast. Austrian Coffee Company, Julius Meinl celebrated their 150th Anniversary and celebrations took place throughout the week ending with a high profile party in a bespoke ‘giant espresso machine’ located in the heart of the city. As part of these celebrations last year’s World Barista Champion, Alejandro Mendez accompanied by Brazilian dancers entertained the excited crowd of spectators and guests. The social events concluded with the final night Sweet Fantasy Barista party, an opportunity for baristas, volunteers and show staff to toast a hugely successful week for all. It’s planned that SCAE World of Coffee 2013 will take place in the spectacular location of Nice on the Cote d’Azure, France. The WCE also announced that they will be bringing the World Latte Art Championship, World Coffee in Good Spirits Championship, World Cup Tasters Championship and brand new World Coffee Roasting Championship to SCAE World of Coffee, Nice 2013.
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NEWS
Queen reopens Greenwich tea clipper BBC
The Queen has reopened the Cutty Sark in Green wich. The clipper, which has been restored at a cost of about £50m after being closed for six years, was hit by a fire in May 2007 which caused damage put at £10m. After the Queen unveiled the restored Cutty Sark, Richard Doughty, director of the Cutty Sark Trust, described the vessel as "spectacular" and said: “We have a ship fit for the Queen and we're very proud Her Majesty and the Duke of Edinburgh have come to open the site.” The Cutty Sark Trust, which received funding from the Department for Culture, Media and Sport and the Heritage Lottery Fund, as well as donations from the public, aims to present the tea clipper as it would have looked when it was launched in 1872.
Starbucks elects Robert Gates to board NY Daily News Starbucks has appointed former U.S. Defense Secretary Robert Gates to its board of directors, the coffeehouse chain said Wednes day. Currently the chancellor of the College of William & Mary in Virginia, Gates was elected to Starbucks’ board and will serve on the nominating and corporate governance committee. The move comes at a time when Starbucks is rapidly growing its presence overseas, particu larly in China. “We are honored and humbled to be adding this distinguished American leader to Starbucks’ board of directors,” said Howard Schultz, Starbucks’ chair, president and chief executive, in a statement. “Secretary Gates has devoted his life to serving our country and our next generation of leaders and public servants. His unique global perspective and more than four decades of distinguished public service will complement and strengthen our board as we accelerate our global growth and expand our commitment to the communities where we do business all around the world.” Gates, a Presidential Medal of Freedom winner, served as Secretary of Defense from 2006 to 2011. He was the first defense secretary to serve under presidents representing both political parties: George W. Bush and President Obama. He also served as president of Texas A&M University between 2002 and 2006, and was head of the Central Intelligence Agency
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from 1991 to 1993. Gates, in a statement, said, “I have Starbucks to thank for keeping me caffeinated through many long days and nights during my years in Washington and couldn’t be more proud about the opportunity to play a part in helping the company navigate our increasingly complex world in the years ahead.”
NEWS
Make mine a skinny cappuccino! London’s Daily Mail
Measuring just 5ft across and with space enough for only two seats and a ledge for a table, this could just be the world's smallest coffee shop. Owner Adam Lowiss, 28, says his Little Espresso Co can accommodate just four people at any one time Â? two seated and two in the queue. He currently serves just 35 customers a day in Lincoln city centre with clients clamouring for space on two stools and an 80cm ledge in the the 2m sq area. Guinness World Records have received his application for the record and is set to beat off competition from a shop in East Anglia. A chartered surveyor will now confirm its dimensions to Guinness and the record is set be verified within two weeks.
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TASTER`S CHOICE
HoReCa
All previously considered approaches to planning the tea service in a restaurant relied on the wildly implau
sible assumption that the restaurateur can always find the tea and the equip
ment that ideally suits his or her vision. These approaches are fine and even desired theoretically, but in real life the restaura
teur has to design the tea service using a limited number of components. Thus, the first task is to select the teas, the teaware and other accessories.
НОВОСТИ РЫНКА
The choice should be guided by two kinds of considera
tions: consumer and profes
sional. Consumer qualities of tea (or of teaware, etc.) are qualities that are attrac
tive to the customers of the establishment. Professional qualities are not important for the guests, but impor
tant for the restaurateur. Usually, qualities of the two kinds simply complement each other, but sometimes they may conflict.
Denis Shumakov, Specialist, Turquoise Tea Group
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TEA BASED GASTRONOMICAL COMPOSITIONS AND THE INFORMATIONAL STRUCTURE OF THE TEA CARTE
TASTER`S CHOICE
1. CONSUMER QUALITIES OF TEA We will consider these qualities in the order in which the customer typically encounters them: he or she first learns about the tea (from the tea carte or from an employee), then looks at the tea, then drinks it and, finally, either remembers or forgets it. 1.1. INFORMATIONAL ATTRACTIVENESS OF TEA Informational attractiveness of tea is the set of natural and acquired formalized qualities of tea that allow the customer to select a beverage according to its name and description. Natural characteristics are most frequently connected with the place of tea in gastronomical culture and culture in general. Such characteristics include the fame of the tea, its fashiona bleness and its uniqueness. Typical examples of famous teas are Earl Grey and (to a lesser extent, of course) Darjeeling. Great examples of fashionable teas are Tie Guan Yin, Da Hong Pao and Puer (and Milk Oolong, of course). With uniqueness things are a bit more complicated. In order for the uniqueness to be attractive, it must be easily recognizable by someone without any special knowledge of tea. Take for example, black tea produced in Japan: it is unusual, but this unusualness will be recognized only by specialists and is unlikely to attract a guest of the restaurant without special explanations – and, perhaps, even with them. But the uniqueness of the black tea made from leaves bitten by green winged Leafhoppers (Cicadellida) on the surface and is suitable for immediate commercial use. The acquired characteristics of the informational attractive ness of a tea are created by the sellers of the tea and by restaura teurs themselves. These include a description of the tea that goes beyond its formal characteristics, gastronomical recom mendations on how to use this tea, advice and warnings about the impact of this tea on health. In other words, all the things that should be included in a well designed tea carte. Thus, when the suitability of a tea for use in a restaurant is being determined, one must evaluate its natural informational attractiveness and evaluate the possibilities for creating an acquired attractiveness. It needs to be pointed out, also, that the acquired attractiveness of a tea is a significant component of the value added by the seller and the restaurateur. Of course, this doesn’t mean that in order to increase the profitability of a tea it is enough to make up pretty stories about it (fortunately, this method woks less and less often). Quality information always depends on quality products and quality service – a good quality tea and an interesting tea service (the design of which is not only a significant, but the main component of the above mentioned profitability). 1.2. THE VISUAL IMPACT OF TEA The visual impact of a tea fully depends on the way the tea is served. Even visually optimal teas (bundled “blooming” teas) make no sense without suitable teaware. That’s why, when evaluating the visual impact of a tea, the restaurateur has to immediately determine which teaware and which way of serving the tea will maximize its visual impact. The impact can even be created from nothing, since many good teas are not visually attractive to the average consumer. 1.3. TASTE, AROMA AND AFTERTASTE OF TEA At first sight, the requirements for the organoleptic character istics of tea are simple: the taste, aroma and aftertaste of tea must be great, and that’s all. But this “that’s all” is crushed by the reality of different people having different habits and
tastes. Plus, tea often requires high precision during the brewing process, reacting to small deviations by drastically changing its flavor characteristics. From the reliability and automation perspective, tea is a fairly problematic product for restaurants. It seems to me that it was the desire to always get the same taste that led to the proliferation of “uncompromisingly flavored” teas. They are impossible to brew incorrectly. Wild strawberry, orange, piña colada flavors are guaranteed to stay strong, so strong, in fact, that individual taste preferences of different consumers will not matter anymore. These overflavored bever ages are one way to solve the taste stability problem. But let’s assume, shall we, that the restaurateur doesn’t think that his guests are idiots, that he is striving for perfection and is planning to make money off it. In other words, he prefers to work with good tea, and has already resolved all the taste stabil ity issues. Good tea is almost always a product with delicate and diverse taste and flavor characteristics. And in order to allow restau rant patrons to fully enjoy these characteristics, their experi ences must be directed. We are back to the idea that every tea served at a restaurant must be accompanied by a description. This information can be included on the label, on the tea carte or conveyed directly by the tea sommelier – it doesn’t matter. The main thing is to make sure that guests know that the tea they are drinking has a flowery note with hints of wild herbs and a pleasant buttery flavor (this example is fictitious). This verbalization will allow the tea drinking experience to be more deliberate and will give the restaurateur one more point of contact with the guests. 1.4. MEMORABILITY AND COMMUNICABILITY The memorability of tea is the result of all the aforementioned consumer characteristics. It is obvious that if a guest is interested in a tea, impressed by its appearance and delighted by the taste, he will remember this tea. And next time he will order it again (and this is good). Or try a different tea, because he already trusts the establishment (this is also good). And, given a chance, he will tell other people about this tea (and this is simply wonderful). But here we need too keep a small but important point in mind. Tea served in a restaurant must have a name or a distinguishing characteristic that is easy to remember and communicate to others. A name like 'Mi Lian Xian Dan Tsun' will, no doubt, impress and amuse the guests, but reordering this tea and telling other people about it will present an obvious problem. The same tea named ‘Honey Orchid’ (however ostentatious the name may sound) becomes more “communicable”. The description of a tea should not have too many complicated names and terms: when choosing between professional termi nology (which certainly adds respectability to the tea carte) and pleasant human words, the latter should be reasonably more numerous. 1.6. THE PRICE OF TEA The price of tea (of the tea experience) has to be attractively high, and not just for the restaurateur, but also for the guests. High price of tea is most often taken as one more sign of quality and sophistication, and one should not be ashamed of this price or try to hide it. And to ensure that customers are not turned off by the high price of tea, we need one last consumer criterion of quality.
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TASTER`S CHOICE
HoReCa
1.7. THE PERSUASIVENESS OF TEA The persuasiveness of tea is the all inclusive subjective criterion of quality which, essen tially, determines the answer to the question, ‘Will the guest order this tea (this tea service) at this price?’ The persuasiveness of tea is the sum total of all the above mentioned factors and it can, to a large extent, be controlled – first and foremost, by increasing the informational attractiveness of tea and its visual impact.
2. PROFESSIONAL QUALITIES OF TEA As mentioned above, professional qualities of tea most often complement its consumer qualities, although sometimes the two come into conflict. The ideal tea, of course, would not have any such conflicts and would be liked without reservations by the guests as well as by the restaurateur. Unfortunately, I have never seen such a tea, so we need to look for compromises. Luckily, they are not hard to find.
chooses between a high profit margin with no extra effort and a high amount of profit earned by turning tea into a tea drinking experience. 2.2. THE EASE OF ACCOUNTING, CONTROL AND PLANNING The restaurant business, as is well known, is built on accounting, control and planning. Therefore, when buying a kilogram of tea, the restaurateur needs to be certain that this tea will make 330 servings (the number is arbitrary, but the concern is very real). Traditional loose leaf tea is, unfortunately, naturally ill suited for accounting, control and planning. Much more convenient are pre measured teas and tea bags. 2.3. THE TASTE STABILITY OF TEA This quality is simple. If the tea is stored, brewed and served under standard conditions, the resulting beverage should have a stable, predict able taste. 2.4. THE ROBUSTNESS OF TEA The robustness of tea is its key profes sional characteristic that is an exten sion of its taste stability. Unfortu nately, in real life restaurant condi tions it is not always possible to achieve consistency of the brewing and serving methods (storage is usually not a problem). That’s why good restaurant grade tea has to be highly “foolproof� – regardless of who the fool is. As long as deviations from the correct methods of brewing and serving this tea are not critical (most often we are talking about overheating and waiting too long before serving), the tea should retain its good taste. 2.5. EASE OF USE OF TEA The tea should be easily removable from the brewing container. Bagged tea is way ahead of the competition here, so if the tea service is being optimized for ease, the choice is clear. Various deriva tives of tea bags are also convenient, and there are a good number of them on the market. Loose leaf tea is the least convenient from this point of view; this makes various kettle brewing inserts so popular in restaurants.
2.1. THE PROFITABILITY OF TEA *** In order for the tea service to make a profit, we can go to one of the two obvious extremes: either serve very cheap tea or else offer a very expen sive tea service (the all too real option of using cheap tea and expensive tea service will not be considered for obvious reasons). The good tea/expensive tea service option is more attractive because it brings more profit (in terms of money, not percentage), but it will also require more effort on the part of the restaura teur. Therefore, when choosing between cheap and good tea, the restaurateur, essentially,
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These are all the major criteria for evaluating tea to be served in restaurants. A good number of them can be checked without getting your hands dirty: you just need to look at the tea and find out its price and formal description. And here’s a simple method of testing tea under “combat conditions�: brew the tea in a standard container and hold it over a candle for 15�20 minutes. If, after such a harsh ordeal, the tea retains its good taste – it’s a keeper! Have a pleasant tea experience!
NEWS
«Mimì and Bimbumbam» by Maurizio Duranti
A first lady and three funny characters Maurizio Duranti signed smart shapes for the coffee break
CREATED AND MADE IN ITALY
Mimì and Bimbumbam are a mix of Italian design and fantasy. The designer Maurizio Duranti has created some beautiful
CREATED AND MADE IN ITALY
CREATED AND MADE IN ITALY
CREATED AND MADE IN ITALY
shapes that are perfect for tasting a good Italian espresso or a delicious cappuccino. CREATED AND MADE IN ITALY
Both Mimì and Bimbumbam are eyecatching! But who is Mimì? First of all it is a cup! Ancap has transferred its know how in this shape combining technique, design and quality. The inside of Mimì has been studied by expert of coffee and modeler of Ancap in order to enhance the aroma of your coffee. Why the name Mimì? Because it is truly Italian! Maurizio Duranti was inspired by a famous character of Puccini operas during his studies on the cup. Performance and style: this is the real summery of what Mimì is. Together with Mimì Ancap presents Bimbumbam: three smart objects that are designed to be trendy. You can use them in several ways! Try to store tea bags or sugar: you will discover how practical and cool they are. You can also enjoy Bimbumbam for an “happy hour”: you will find it very useful. Bimbumbam: three shapes made to catch your senses
E IN ITALY
MAD CREATED AND
Designer Maurizio Duranti created the shapes in white; then he gave a sophisticated touch of color. MISTERO, FIL NOIR AND SPIAGGIA are the three minimal decoration that complete the range of Mimì and Bimbumbam.
For more information, please, visit our website: www.ancap.it
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HORECA
«Your cup will reveal you to me…» Santa Malinovskaya
For every coffee or tea house, and, indeed, for every restaurant, it is critically important to have its own circle of faithful patrons. Coffee and tea are now sold practically everywhere, and establishments always compete with each other. Knowledge of your customers’ psychology will allow you to offer them something unique, and knowing a client will make it easier to understand him, settle a conflict and anticipate his wishes. This, in turn, will always boost client loyalty. We will show you how to use techniques based on the knowledge of modern psychology, physiognomy and ‘body language’ (so called “non verbals”) to determine the personality of a client by the way he or she places an order, holds a cup, drinks coffee, etc. PLACING AN ORDER People order coffee or tea for a variety of reasons: to chat with friends or to conduct negotiations, to get warm in cold weather or to get a break from daily routine. Enjoyment and relaxation always accompany the aroma of coffee and the fragrance of tea. Besides, people order desserts and baked goods with their coffee and tea, and this always lifts their spirits. Let’s take a look at how people place orders and what we can tell about a person by the way he or she waits for the order. Reserved, cold individuals call waiters by a slight nod of the head. This is also common in those who have power and status. Loud calls heard throughout the whole restaurant reveal a presumptuous and rude personality. As a rule, these people are impatient, they cannot wait and demand immediate attention. People who lack self confidence and initiative try to catch the eye of the waiter and “speak through their eyes”. Calm and self confident clients are patient and can wait for the waiter to approach them (unless they are in a hurry). Spoiled and egoistic personality reveals itself in a whiny or arrogant tone of voice; such people tend to scold the waiters for being too slow. Once the order is placed, we can watch the client who is waiting for his or her cup of coffee.
LET’S GET SOME HELP FROM A SPECIALIST French psychologist and physiognomist Jean Baptiste Delacour reveals the following correlations between personality types and body language: ‘If a man has a habit of putting his palms together and lacing his fingers, he is content and confident. If palms are together but fingers are not laced, he is a gambler, boastful and impulsive. If someone always uses his index finger during a conversation, he is bold and presumptuous, confident of his own success or trying to convince others of it. When a person gesticulates a lot during conversation,
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we can tell that he is nervous, doesn’t care about good manners and rules of etiquette. In a critical situation he easily “explodes”. Those who rarely use their hands tend to think things through before they act. People who keep their hands under the table are hiding something or are uncertain and doubtful. Such people do not like being closely observed. A person who puts his palms together, rubs them or clasps his hands during conversation shows that he is uncertain or dishonest. When a man puts his hands on the table or uses them to support his head, he is ready for a candid conversation. Finally, if a person who is talking or waiting is nervously playing with something, such as a napkin, a corner of the tablecloth, a spoon or a fork, if he breaks his bread into little pieces or keeps moving things on the table – then we know that he is nervous about something and feels uncomfortable .’ How can we use this knowledge? If you can quickly learn some traits of a client’s personality, it will be easier to find common ground with him, better meet his needs; for the establishment, this means higher level of client satisfaction and, consequently, increased loyalty. Besides, you can anticipate problems before they occur by identifying a potential “problem” client or table. Finally, you can calm a nervous client, offer a tasty desert to a client who seems insecure, give speedy service to those who are in a hurry. OUR CHOICES DEFINE US British scientists uncovered an interesting correlation between personality type and the kind of coffee or tea the person prefers. Smart, confident, strong willed people as a rule choose natural beverages: brewed coffee, loose leaf tea brewed in a teapot. Those who have integrity but are cold hearted, uncompromising, unable to forgive, borderline egoistic, prefer brewed black coffee (espresso) without sugar.
Coffee with sugar appeals to people who always think before they act and are capable of selflessness. Coffee with cream (or milk) and sugar reveals a kind, optimistic personality, willing to compromise and always looking at the bright side of life. Romantics, people drawn to extremes tend to order café glassé. Instant coffee indicates that the client is conservative and rational, often dependent on someone else’s opinion. Latte appeals to creative types, aesthetes, sociable and cheerful. Those who trust emotions more than reason ask for cappuccino. They are always open for dialog and conversation. Café Viennese is often requested by those who don’t have enough joy in their lives and are looking for a celebration. Preference for oriental (Turkish) coffee points to a secretive person, one who may resort to deception, possibly even double faced. People who are pragmatic and stingy, willing to compromise, choose American coffee. Irish coffee appeals to people who are tired and overworked, and using alcohol as a necessary stimulant. Café Mocha betrays a client who is carefree, doesn’t think things through, is inclined to gossip. Serious people who are interested in new things and capable of loving someone like Flat White coffee, currently popular in Europe (double or triple espresso, milk warmed to an almost creamy texture, served with heart shaped foam). But if a client chooses tea over coffee, you can be sure that this is an open and sociable person. Rational pragmatics prefer black tea, mature and spiritual people – green tea. Bergamot tea appeals to those who have high levels of stress. People who care about their health choose herbal teas; those who are refined and artistic choose green tea with jasmine. Green oolong is requested by those who lack inner warmth, while puer tea appeals to people with extravagant personalities. Finally, preference for rooibos tea indicates elevated nervousness and excitability.
HORECA
IN SPITE OF THE SEEMING SIMPLICITY OF THE QUESTION, THERE ARE MANY WAYS TO HOLD A CUP.
The most typical way is to hold it by the handle using three fingers: the thumb and the index grasp
the handle, the middle finger supports it from underneath. The ring finger and the little finger help the middle one support the cup. This way of holding the cup reveals a person who is balanced and well mannered, neat and conservative.
The next method: the same three fingers hold the cup, but the ring and the little fingers are pulled away from the cup, especially the little finger. This immediately shows that the person is haughty and unwilling to show emotions, but conscientious. If the person in question is a woman, you can expect temper tantrums.
The cup is held by both hands – this way of holding points to a friendly, sociable, candid people who like to gossip. It may also indicate someone who is feeling cold or has a cold and is not feeling well. Such people try to get warm by holding a warm teacup.
Another way is to use the same three fingers of one hand and use the other hand to support the cup from underneath. It may look like the cup is standing on the palm of the hand. This is common to clients whose lives are in need of balance and grounding, especially in the emotional sphere.
A slightly unnatural way of holding a cup – with the handle pointing away from the person – points to those who are upset or irritated at something but forced to hide their true feelings.
We have glimpsed into some secrets of psychology, the knowledge of which will allow you to better understand your customers and quickly and accurately determine their personality traits that will influence your interaction with them.
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HORECA
TURKISH TEA FOR DUMMIES Alyona Velichko
Turkish tea is a variety of black tea prepared from tea leaves that are grown in Turkey; it is very popular in Near Eastern countries. The Turkish tea tradition has many facets: it is an addiction, a sign of hospitality, an excuse to start a conversation and to slow down for a rest, a ritual and an everyday routine. People in Turkey drink so much tea and do it so often that one may think that tea drinking is their main pastime. There is even a whole profession called ‘çaycı’ (pronounced ‘chai ji’) – a person who works in a café and serves tea to those who work in nearby shops and offices. Big offices sometimes have a person who makes tea for the employees and guests. And the kettle is kept warm all day on a low flame… It must be said that the new generation is keeping up with the old: a lot of young people drink tea, even more than coffee. So – what kind of beverage is hiding behind the thin walls of a delicate, tulip shaped glass vessel with a narrow waist?
A little bit of history
The secrets of taste
Tea consumption in Turkey is growing steadily, and the Turkish tea market is considered one of the largest in the world. But this passionate love for tea is a relatively recent development. Because of the crisis at the beginning of the 20th century that led to a significant rise in coffee prices, tea came to be considered a viable alternative to coffee, especially given favorable climate conditions. In 1938 the Turks started their own tea production, creating plantations in a mountainous region near the Black Sea, by the town of Rize, with fertile soils, very mild climate and abundant rainfall – great conditions for the cultivation of tea. In 1947 the first tea factory was built in Rize, and in 1965 the tea produc tion grew so much that it could basically meet the domestic demand. In fact, ‘rize’ is now one of the Turkish names for tea, in honor of the region that produces the tea leaves.
Many tourists who return home with purchased packages of tea and try to recreate the same taste as they experienced in Turkey are disappointed and have doubts about the quality of the tea they had bought. But the real reason for the lack of taste is the wrong brewing method.
Tea harvesting and processing usually happens during the period from May to October, when weather conditions are the most favorable. The processing technology includes the usual processes of withering, rolling, fermentation, drying and sorting. One of the frequently cited disadvantages of Turkish tea is the fact that it is too dry after fermentation and lacks tea tips; but these can be overcome by using the local brewing method.
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One of the distinguishing features of Turkish tea is that the simple teapot brewing process does not bring out the full taste spectrum. This is why the Turks developed a simplified version of samovar (a traditional Russian tea brewing vessel) that consist of two teapots with one standing on top of the other: it’s called ‘çaydanlık’. The bottom pot is for boiling water and the top one for brewing tea. There are several methods of brewing tea in a çaydanlık. The first method calls for filling the top pot about halfway with cold water and brewing the tea by letting this water get heated up by the steam from the bottom pot which is heated on the fire. The second method brews the tea faster and brings out more of its flavor. First you boil water in the bottom pot and then pour it over the tea leaves in the top pot, which is then put on low heat and brought almost to a boil. Then the bottom pot is filled with cold water and put on the fire again, and the top
HORECA
Sometimes the tea leaves are rinsed before brewing with a little bit of cold or lukewarm water. The tea is poured from the top pot into the transparent glass (‘armud’) up to the narrowest point and then hot water is added. The tea is served very hot and glasses are refilled several times; when the tea drinking is over, the çaydanlÄąk is removed from heat. If you do not have a çaydanlÄąk, you can take a standard tea kettle (the best is made of a fire resistant glass), boil the water in it, then add tea leaves and boil for no longer than 30 40 seconds. Then remove the kettle from heat and let steep for 5 minutes with the lid tightly closed.
Different strokes‌
pot is placed on top of it. By the time the water in the bottom pot boils, the tea in the top pot has been brewed to perfec tion and the tea leaves have settled to the bottom. If you are short on time, you can simply put the tea into the top pot and warm the leaves by the steam from the bottom pot which is being heated on the fire. When the bottom pot boils, heat the tea leaves in the top pot a bit longer and then pour the boiling water over them. Then fill up the bottom pot with cold water; by the time the water boils again, the tea in the top pot is ready to drink.
Tea in Turkey can be served in many ways; the two extremes are koyu (dark and strong tea) and açĹk (light and weak). Sometimes it can be an insult to your guests to serve them tea that is too weak. And as a guest, you should know a couple of Turkish words so that you can tell your host how strong you like your tea. While coffee is always served sweetened here, tea is served with sugar on the side, so you can decide for yourself when to add sugar and how much. Just as everyone of us can choose which tea to drink and how to prepare it.
Have a pleasant tea drinking!
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AHMAD TEA LTD.
GLATFELTER COMPOSITE FIBERS BUSINESS UNIT
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TEAMAC S.r.L.
TEAMAC S.r.L. ViaMenghini,1 40054 Budrio(BO), Italy Tel.: +390516926276 Fax: +390516926277 info.teamac@marchesini.it Agent in Russia: TEA HOUSE TONUS St. Dubininskays – 90 Office #402, 115093, Moscow Tel.: 007 (495) 9527154 Fax: 007 (499) 2379908 tonus@teahousetonus.ru
DRAHTWERK ELISENTAL W. Erdmann GmbH & Co Werdohler Str. 40 58809 Neuenrade P.O. Box 1260, 58804 Neuenrade, Germany Phone: +49 2392 697 31 Fax: +49 2392 697 39 teabag@elisental.de www. elisental.de
ZWIRNEREI A.D. WUTACH GmbH
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Ancap S.p.A. — via Libia, 1 37066 Sommacampagna (VR) Tel. 045.82.93.088 export@ancap.it www.ancap.it
Zwirnerei a. d. Wutach GmbH P.O. Box 1163, .. 79780 Stuhlingen/ Germany Phone +49 7744 9396 0 Fax +49 7744 9396 20 info@zwirnerei wutach.com www.zwirnerei wutach.com
KLD COFFEE IMPORTERS
KLD COFFEE IMPORTERS 9 Pushkarev Pereulok Moscow, 107045, Russia Tel.: +7 (495) 223 0347 Fax: +7 (495) 223 0349 office@kld coffee.ru www.kld coffee.ru
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ORIMI TRADE, Llc.
ORIMI TRADE, Llc. 3, Tobolskaya str., St. Petersburg, 194044, Russia Tel: (812) 346 82 40 Fax: (812) 542 15 01 market@orimitrade.ru www.orimitrade.ru
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