Coffee t&i 15 ch by Coffee tea&i

contents 6 8 12

EDITOR TALK

SPECIAL REPORT Experience Coffee Processing at Khun Wang

NANATASSANA Your Entire Coffee Business is Marketing

THE GEORGE SABADOS METHOD The Sales Beneﬁt of FOCUS!

COFFEE COMPANY

MACHINE COMPANY Elektra: a Legend of Italian Espresso Coffee Machine

CHAIN UPDATE True Coffee: Learn the Unique Strategies to Succeed in Coffee Business

A bi-monthly magazine serving the coffee society in Asia

CT&I SOCIETY COVER STORY Thai Tea Overview

Managing Editor Sam Tanadej Kamonchan Editor Sakuntala Samakkeetham

Nespresso: Business Solutions

HOT BEV Special Summer Beverages

BARISTA TALK Fiefy Sineenart Anuwatanaphorn

INDY VOICE Coffee Alley: Strategies to Survive in Thai Coffee Business

ICED AID Melt Me: Happiness Can Melt in the Mouth

TEA TIME Wang De Chuan: Fine Chinese Tea

CAFÉ DESIGN Antica gelateria del Corso

CAFÉ INTERIOR IDEA Planing & Circulation

TEA TECHNIQUE How to Brew a Perfect Cup of Tea

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TRADE SHOW CALENDAR TRADE SHOW PREVIEW Food & Hotel Asia 2010 Hotelex Shanghai 2010 Thaifex – World of Food Asia 2010

TRADE SHOW TOUR 2010 Thailand Coffee Tea & Drink

BARISTA CHALLENGE 2010 Singapore National Barista Championship 2010 National Thailand Barista Championship

CAFÉ AROUND THE WORLD Bring Back the Nostalgia with Thai Traditional Coffee

PRODUCT NEWS

Art Director Suda Roonnok Blue Sky Books Team Supatcha Thipsena Bodin Amornpattanakul Jenny Wang Vachapon Thisadeeruk Publisher Blue Sky Books 65/4-6 Soi Chokchai Ruammit, Wipawadee Rangsit Road, Jatujak, Bangkok 10900, Thailand Tel : 662 691 5891 fax : 662 691 5892 Email : info@blueskybooks.net www.coffeetandi.com Sales please contact : pim@blueskybooks.net Mobile : 668 2486 3588 Subscription please contact : oh@blueskybooks.net Mobile : 662 691 5891 Online Subscription now available Please visit us @ www.coffeetandi.com The contents of this publication may not be reproduced in whole or in part without written permission from the publisher

EDITOR TALK

“Thai Tea” the Unknown Pride Tea is a well known all over the world with its wide range of growing market. The increasing health trend and the advancement in technology allow tea to be processed in many different ways, such as food and drink ingredient, or as a mixture in beauty products, so the potential in tea is endless. This edition of CT&I digs into Thai tea at Chiangmai and Chiangrai where most of Thai tea originated from and are named “Tea City” of Thailand. The journey proved that Thai tea has the potential to match any tea in the world, but most people still don’t know the full capacity of Thai tea. Thailand can produce all kind of tea regardless of the type; we produce Chinese Oolong tea that our grandparents love, and Assam tea that is used in traditional Thai tea or English tea. However, the industry has to improve its marketing knowledge and the product value in order for Thai tea to go worldwide. This issue of CT&I can only bring Thai tea to the surface for the readers, but it’s the cooperation of the people in the industry that will push Thai tea forward to the world. Some of you may be curious why this edition is printed in Thai only. We adjusted the layout for better viewing and increase the space for our columns. Nonetheless, we still have the English and Chinese editions available online for easy download anywhere in the world without cost. Lastly, we welcome all comments and enquiries from the readers so we can improve and help develop the coffee, tea, and ice cream industry by spreading the information. Sakuntala Samakkeetham Editor pim@blueskybooks.net

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CT&I SOCIETY

“Mitrphol” introduces “Mitrphol Syrup”under Extra sweet, Extra good times

Mitrphol introduced the “Mitrphol Syrup”, made from 100% natural sugarcane, on January 28, 2010. The syrup can be easily added to beverages, bakery and food to save your time on preparing the menus. For the event, FUZIO restaurant was fully decorated under the concept “Extra sweet, extra good times”, and Mitrphol invited celebrities like Ms. Autchara Buraksar (Pra), owner of Kupkaokuppra restaurant and iberry, and celebrity lovers, Ms. Sujirar Arunpipat (Nui) and Mr.Chayapon Lheeraphan (Pound) to demonstrate some beverage and bakery menus. For more information, please visit www.mitrphol. com

Coffee Cupping Workshops

The coffee cupping was one of the activities that caught quite an attention in Thailand Coffee, Tea & Drinks 2010 on February 19-20 at The Mall Bangkapi, and it was organized by Thailand Barista Association. The activity attracted a lot of interests from visitors who wanted to learn coffee cupping skills in the workshop which received a lot of positive responses, and, without a doubt, a success. For more news from the Thai Barista Association, please visit www.thaibarista.org 08

Melt Me… Healthy Chocolate and Gelato

Oishi group brings you “Melt Me”, Hokkaido style chocolate and Italian gelato shop with added Q10, collagen and ﬁber to satisfy all chocolate lovers and the health conscience who love ice-cream. Ms. Sunisar Pardsakon (Ing), the Director of Melt Me Ltd. and Deputy Managing Director of Oishi Group Ltd., joined the grand opening on 2 February and show her skill in Hokkaido style chocolate. Stars and celebrities who love chocolate and ice-cream were invited to the grand opening to heat things up at Melt Me. Celebrity lovers were also invited to welcome Valentine’s day to share their creativity and create Melt Me Valentine’s gifts. All Chocolate mania and Gelato lovers are invited to taste the melt in your mouth pleasure without having to worry about your weight at “Melt Me” chocolate and gelato, Project Arena 10, Soi Tonglor 10. For more yummy information, go to www. melt-me.com

Discover the Secret of Beard Papa’s Cream Puff the New Shop in Thailand

The newest Beard Papa’s shop just opened at Central Rama 3 department store on January 22, 2010. Beard Papa’s is known as the bakery for the “World’s Best Cream Puffs,” and has been a household name since 1999 when Yuji Hirota opened the ﬁrst Beard Papa’s store in Osaka, Japan, pumping out this unique cream puff to happy people. Since then, their mission to pursue uncompromising quality in serving the World’s Best Cream Puffs remained unchanged. By remaining focused in their quality commitment and attention to customer service, Beard Papa’s has earned itself a devout puff lovers who will attest that once you taste these cream puffs, there is no comparison. Essentially, though, Beard Papa’s hasn’t changed much. They remain committed to deliver the highest quality and share an enduring passion for cream puffs and desserts. For more information please visit www.beardpapa.com

CT&I SOCIETY

The DaVinci Gourmet Trans Tasman Gloria Jean’s Coffees Now Open in ThaiBarista Championship land!

Five of Australia’s best baristas and ﬁve of New Zealand’s best baristas will battle it out to hold the title of The DaVinci Trans Tasman Barista Champions at Cafe Biz 2010 that will be held on May 2-3, 2010 at Randwick Pavilion, Randwick Racecourse Sydney. This challenge is designed to reproduce the pressure of eerything that happens in great espresso bars around the world. Baristas must co-operate as a team under time pressure. The three things that espresso coffee customers around the world look for are Great Taste, Great Artistry, and Great Speed. It is a RACE to serve the maximum number of drinks with as much art and espresso taste as possible. For more in formation please visit www.cafebiz.net

Primo Food and Beverage Co. Ltd., the master franchise of Gloria Jeans Coffee in Thailand, brings the unique characteristic of Australian coffee for the young generation to try. And it didn’t just bring high quality coffee to you, but also the determination to serve you the best coffee together with excellent services. Gloria Jeans Coffee is the world class premium coffee shop and the winner of the most successful Australian franchise business award, with more than 1,000 shops in 40 different countries around the world. Gloria Jeans Coffee will catch on the booming Thai coffee market and is offering you the opportunity to be a part of the success. For more information please contact, info@gloriajeanscoffees.co.th or visit www.gloriajeanscoffees.co.th

The Final Round of China Barista Cham- HORECA expect the growth in food busipionship 2010 (CBC) ness this year

Endorsed by the World Barista Championship (WBC), the China Barista Championship (CBC) is the only world class championship in China. Every year, the top winners will be selected to participate in WBC which is regarded as “The Coffee Olympic”. The 8th China Barista Championship - East China Regional Competition and North China Regional Competition were the success with 72 competitors and 12 qualiﬁers will advance to the ﬁnal CBC in the coming show on Mar 29 - Apr 1, 2010 at Hotelex, Shanghai 2010 Concurrently, the 7th China Barista Championship - China Representative Selection Competition was also closed successfully. The winner Mr. Zhou Yun-gui from Ningbo Jiangdong Bai Zhang Bestcoffee House will attend the World Barista Championship held in June, 2010 in London, UK as the only representative of China. For more information please contact angela.he@ubmsinoexpo.com or visit www.hotelexchina.com

Thailand International Restaurant & Bar 2010 hosted the Industry Brieﬁng session on January 21 2010 at the Intercontinental hotel, Bangkok. The brieﬁng discussed on the detail and the progress of the upcoming exhibition and seminar in June, and to exchange business views, experiences, direction, and challenges during the economic recession. Thailand International Restaurant and Bar 2010 will be held from 23-25 June, 2010, at Hall 1-2 Impact Exhibition and Convention Center from 10.00 – 18.00. Businesses that are interested in joining the exhibition or for participation information, please contact Ms. Jaravee Kamolsiripichaiporn; tel. +66-2833-5126 or visit www.thairestaurantandbar.com

CT&I SOCIETY

True Visions announces the 24 hours reality show, “COFFEE MASTER”, in search for enthusiastic young managers True Visions, the leader of paid TV, offers you the brand new 24 hours reality TV with “COFFEE MASTER” to develop young enthusiastic managers for its True Coffee business and carry on its convergence lifestyle strategy. The application date for the competition started on March 5th. Mr. Supachai Chearavanont, the president and chief executive of True Corp. and chief executive of True Visions, revealed that, “The introduction of “COFFEE MASTER”, the new game show for True Visions, emphasizes the idea to develop young generation and entertain True Visions members. Twelve competitors who are enthusiastic to become a professional were selected to show their business skills in real life situation and learn business problem solving. All contestants will be a part to invent the strategies in running a coffee shop simulation 24 hours a day for 2 months. The viewers can help selecting who will get the prize and be the manager of the new True Coffee shop”. Be a part in a search for the new blood and follow the news to enjoy the show with our 12 contestants by register to True Visions via True Visions distributors, True shops, and Truemove shops across the country. Call +66-2725-7000 or visit www.truevisionstv.com for more details.

True Coffee opened the exquisite “True Coffee Flagship @ Digital Gateway” True Coffee, the face of modern coffee shop and convergence lifestyle, serves you premium coffee and digital lifestyle with the first Flagship shop in Thailand. True Coffee Flagship @ Digital Gateway in Siam Square opened on February 1, and its warm, modern design is aimed to be the Oasis of Passion for the city life. True Coffee offers you the “5 Bests” which are best food&beverage, best online speed, best services, best community lifestyle, and the best team. Coffee lovers will enjoy 6 different coffee brewing arts and you would not want to miss the fun DIY hotdog which you can create your snack to your taste, and buy the cute “HotDog” accessories. Deputy group chief commercial officer for True Corp., Mr. Papon Ratanachaikanont revealed that True Coffee had been receiving great feedbacks in every shops and grew 40% from opening 20% more new shops and from the brand unique characteristics. True Coffee is now ready to open its 45th shop, the “True Coffee Flagship @ Digital Gateway”, which is the perfect model for True Coffee brand. It reflects the image of the leader in modern coffee that needs to be filled with knowledge and activities to complete the young generation’s city lifestyle. The new shop is 240 m2 and located at the first floor of True Digital Gateway in Siam Square. The participants in True Coffee Flagship @ Digital Gateway grand opening not only enjoyed great coffee in comfortable lifestyle. They also got a chance to meet celebrities like Kan Kantatarwon who demonstrated his favourite coffee, Mac and Kunjae-Son from AF6 who created their DIY hotdog, and Jaruyadee Thammawit or Ple, the host of a TV show. Experience Thai brand premium coffee at True Coffee Flagship @ Digital Gateway in Siam Square today. Or visit www.truecoffee.com for more information. 10

COVER STORY

Thai Tea Overview Experience Thai Tea and the Future Opportunities Most people think of “Thai tea” as the traditional sweet aromatic red tea Thai people love, but sadly only some know that we can domestically produce many varieties of tea with the quality that exceed our expectation. This edition of Coffee T&I takes you up north where quality teas are produced in Chiangrai and Chiangmai, and bring you the story of tea with “Thai tea” as the main focus. Some contents may be quite academicals as we want you to really understand tea like we have learnt from the trip. Tea Journey Tea is a well known to the people for centuries and was used as beverage for more than 2,000 years. It originated in southern China and northern India, and then spread out to Sri Lanka, Taiwan, Japan, Malaysia, Indonesia, Vietnam, and Thailand where quality teas are grown. We will focus on tea grown in Thailand or the “Thai tea” that had been here for a long time and widely grown in the north where the locals, the Lanna people, call it “Mieng” which they consume as a snack. The researches and studies show that natural or wild tea in the north is the Assam tea, and Mr. Jakarin Wangvivat, Chief Executive of Raming Tea Co., Ltd., told us that, “After the intense development of tea industry in Chiangmai and Chiangrai in 1937, Mr. Prasit and Mr. Pratarn Poomchusri founded Bai Cha Tra Phukhao Ltd. The company was the pioneer of tea plantation in high mountain, along with promoting job for the Muser tribe and other locals. It then ﬁled for the tea plantation concession with the Royal Forest Department under Raming Tea Co., Ltd.” Another type of tea that is widely planted is the Chinese “Oolong” tea where the young plant was brought from China and adjusted to suit the environment to become a quality tea today.

We had an opportunity to listen to the journey of Oolong tea from Mr. Chamreon Cheewinchaleamchot, Board Chairman of Chok Chamreon Tea Ltd which produces “Emerald Thai tea”. He took us back 50-60 years ago when the tea quality was not as high as today, and when the 93rd battalion of Kuomintang fought with Mao TseTung and retreated to Taiwan. Some of them retreated to Doi Mae-Salong where the soldiers started tea plantation, but it wasn’t successful because the lack of knowledge. Mr. Chamroen is the second generation Tea farmer and when Taiwan organized the agriculture promotion he and his friends had an opportunity to travel there to learn why the same strain of tea yield different produce. “We saw that the most proﬁtable and sustainable crop for Taiwanese farmers is tea, and although we had the supports from the king since 1975, our tea wasn’t improving so we had to learn why.” From then on we imported good strain of tea with the help of Doi Tung Royal Project and His Serene Highness Peesadej Ratchanee. This was the ﬁrst time we used Taiwanese tea to plant in Thailand, starting from Mae-Salong mountain and 2-3 high terrains in Chiangrai. The tea plantation was boosted by the development of cultivation in Thailand, the rich soil, but the surprising factor was the suitable climate for Oolong tea that enabled 4-6 harvests per year. This was the huge advantage and made tea the main crop compared to other winter crops such as persimmons, plums, Chinese pears, and shitake mushrooms which can be harvested a couple of times a year. Tea Strains in Thailand The story above shows 2 strains of tea in Thailand which are Assam tea (Camellia Sinensis Var. Assamica) and Chi-

Mr. Jakarin Wangvivat from Raming Tea 12

COVER STORY

Tea processing in the factory nese or Oolong tea (Camellia Sinensis Var. Sinensis). Assam tea is usually called wild tea, “Mieng”, or local tea, and is widely found in the valley of northern Thailand, especially in the forest of Chiangmai, Chiangrai, Prae, and Nan. Different characteristic of both strains is the bigger and broader leaves of the Assam, while Chinese tea leaves are smaller but thicker. Another different characteristic is the tree size, Chinese tea is a small shrub, while Assam is a big perennial tree, and will grow into large tree if the farmers do not trim it. Nowadays there is a increasing demand for Assam tea so famers are required to trim down their trees for easy harvest. Tea Processing Quality tea is made from fresh tea leaves at the top that has 2 leaves and a bud (also called pekoe). The leaves are processed through a variety of methods to produce unique characteristic with different taste and aroma. The ranges of processes determine the quality of product, and the tea types used in the process also determine different quality and price of each ﬁnished product. Tea is categorized by its degree of fermentation, meaning how long the tea is left to ferment. There are 3 types of the process which categorize tea into 6 types as follow: Non-fermented tea processing, tea leaves do not go through any fermentation. This process includes: Green tea Yellow tea Dark green tea Semi-fermented tea processing, tea leaves go through some fermentation. This process includes: Oolong tea White tea Fermented tea processing, tea leaves are fully fermented. This process includes: Black tea Moreover, fermentation process that occurs during dry tea production does not mean it is fermented by micro-

organism. Tea fermentation is the chemical process done by changes in the enzymes causing the leaves to change its chemical structure, and mostly due to the reaction of Polyphenol in the leaves.

The principle of dry tea production is to dry, roast, roll/rub/press, and treat with heat to change the physical and chemical characteristics of it with appropriate heat and mechanical energy. Usually tea is made with factory machines, but homemade process can still be seen in some areas with easy and non-complicate methods and tools. - Green tea process is suitable for Assam tea and Oolong tea number 12. - Oolong tea process is suitable for all Chinese strain tea. - Black or red tea process is suitable for Assam tea.

Mae Fah Luang Tea Institute, Chiangrai It is known that tea is one of the continuously growing industries since the consumers are aware of the health beneﬁts of the substances in tea. This growing demand leads to an increase in tea plantation area from 79,762 rai in 1998, which produced 27,282 tons of tea, to 118,101 rai in 2007 and produced 62,452 tons of tea. The geographic characteristic and the climate in Chiangrai are suitable for tea plantation and yield quality produce. Chiangrai has tea cultivated area of 58,532 rai in 2007 which is 49.6% of total tea cultivation for the whole country, so tea is considered the high potential economic crop for Chiangrai. Farmers and entrepreneurs in Chiangrai are generating incomes from tea, and for this reason, Chiangrai has the policy to push itself as the “Tea city”.This policy is clear and is already put into practice, but what needs to

COVER STORY

Mr. Subin Wanatphithakkun from Choui Fong Tea be done is to promote business strategies to increase the potential of Thai tea in the world stage.

Chiangrai Tea City Project

Tea is consumed all over the world and has wide range of growing market. The increase in the consumption of tea as health product, and varieties of tea usages, such as food and beverage ingredients, and in beauty products mean that the economic potential of tea is extremely high. The farmers at Mae-Salong have a close relationship with Taiwan where they learnt useful technologies for planting and processing quality tea. They also brought different strains of tea into Thailand for experimentation, and buy plastic bags for tea packaging as well. This dependency on oversea knowledge and technologies holds the domestic tea industry back and causes disadvantages in the world stage with high manufacturing cost.

The project is created to act as the middle man to develop tea industry manufacturing and marketing for export purpose. Tea city focuses on the complete supply chains, it recognizes the needs of the farmers, manufacturers, the distribution channels, and the consumers in each market.The project creates understandings between everyone in the supply chain, and supply information to the government. Then the government can create relevant policies and supporting projects to develop the industry. As well as the entrepreneurs who can also make use of the information to improve their businesses.

Dr. Theerapong Theppakorn, Director of Tea Institute, explained that, “Mae Fah Luang University realizes the economic potential of tea, and the beneﬁt of tea plantation to preserve soil moisture, richness, and prevent soil erosion in steep terrain. This promotes sustainable cultivation that conforms to the government policy of pushing Thailand to be the world kitchen and health center. Chiangrai responded to this policy by announcing tea as the province’s star product. This is an excellent opportunity for the university to establish an organization to manage tea researches and become the academic leader to pass on the innovation. If this is successful, it will lead tea industry on the basis of knowledge which eventually drive the economy forward and give sustainable life”.

Tea Health Benefits Traditionally, tea is believed to have universal health benefits. It is believed to cure anything from headache, stress, indigestion, and can be used for detoxification, prevent heart disease, strengthen immune system, and even prevent tooth decay, but the benefits that stand out are antioxidation and cancer prevention. “Free radicals can be produced by imbalances in the body, stress, and the food consumed. These free radicals may be harmful to your cells, but drinking tea would prevent them from harming your cells. This is the property of Cathechin found in tea. The benefits of cancer prevention

Mr. Chamreon Cheewinchaleamchot from Chok Chamreon Tea 14

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is being studied by extracting samples of lung cancer, prostate cancer, breast cancer, colon cancer, and observe the anti-cancer benefit of tea. The result shows high anticancer property in tea, and other benefits include heart disease prevention, anti-diabetes, prevent tooth decay, and especially anti-microorganism. The manufacturers will determine the effect of tea on a specific microorganism, for example, the usage of tea in air-conditioner filters, or combine with mattresses to prevent bacteria. More benefits are help in combating obesity by increasing the body metabolism, and help ease stress with the chemical called L-Theanine. Tea only contains 1-2% of L-Theanine, lower than its caffeine content of 3-4%, but this 2% of L-Theanine will help you relax and calm, so by drinking tea you will be alert but calm at the same time”, Dr. Theerapong added.

are the evidences that our tea has the quality for export”, Mr. Subin Wanatphithakkun, Director of Choui Fong Tea, added.

International Standard Tea Plantation Quality tea is not just about good strain of tea, but the management system and manufacturing process are also the important factors. “Thai tea Suwirun” is the grower, manufacturer, and distributor of quality organic tea and was chosen as the “Model organic plantation” in Chiangrai. Suwirun helps local tea farmers with knowledge and tecniques for organic tea, and also buy fresh tea leaves to generate sustainable income for the farmers.

“We use the partner system here, that is, we divided the land to the locals to look after as if it is their own land. Meanwhile, we slowly teach them to love the forest, and preventing them from cutting down the forest. The ‘partners’ are encourage to do integrated cultivation with coffee, avocado, grapefruit, lychee, rubber, and macadamia to provide shade and reduce water usage. Another advantage is that the ‘partners’ will have continuous income from other crops outside tea harvesting seasons, and reduces crime, drifty cultivation, and drugs. The company supports temple, church, and school activities, together with keeping peace within the community by educating the children to love their home, so they will continue their parents’ career. We also provide appropriate welfare and established community shop for the locals to buy goods at the price the company purchased so they don’t have to go into the city”, Mr. Jakarin reinforced the concept.

Miss Jaruwan Kawee, Marketing Manager of Thai Tea Suwirun, explained that, “Every step is chemical-free and environmental friendly. Our produces are recognized as “organic crops” by the department of Agriculture for the consumers to get all beneﬁts from tea without having to worry about chemical health hazards. All of the processes are done in the factory with GMP (Good Manufacturing Practice) standard which takes special care in tea quality, taste, aroma, and freshness. All of the manufacturing steps also are done in the up-to-date and accurate processes”. “The tea product that receive approval from Food and Drug Administration and the factory with GMP standard

Policy to Beneﬁt Community Manufacturing standard is not the only element to focus on; we need the environmental friendly management to develop simultaneously to grow conscience and create sustainable development. “When people in the community live well, they will love the community and the environment”, this is the community and environmental policy of Raming Tea Co., Ltd. since it was founded. “We use partnership system here, that is, we divided the land to the locals to look after as if it is their own land. Meanwhile, we slowly teach them to love the forest, and prevent them from cutting down the forest.

Tea Export Under Own Brand The world-wide health trend opens up the way for ‘organic crops’ and this is an opportunity for Thai tea to jump into the world stage. Thai tea is gaining its acceptance oversea as one of the quality exports, and we can see the increasing

Miss Jaruwan Kawee from Thai Tea Suwirun 16

COVER STORY

Dr. Theerapong Theppakorn and team at Tea Institute, Mae Fah Luang University number of export to Taiwan, China, USA, France, Cambodia, Philippines, and Netherlands. “However, we still have problems in creating our own brand. Most of the manufacturers hardly export tea under their own brand, even the package is provided by the buyers. The majority of the packages are from Taiwan, including Aluminum packages, paper packages in all sizes, and even large sacks are from Taiwan. Hence, we barely have our own brand, and only a handful of companies like Suwirun, Raming, and Emerald Thai tea by Chok Chamreon are doing the domestic marketing and export to some countries. That is why foreigners don’t know that the tea they are consuming is from Thailand”, Dr. Teerapong stated. Thai Tea in World Market After the ASEAN free trade area (AFTA) opened, Thailand will reduce import taxes for tea leaves and tea products from 5% in 2009 to 0% on January 1, 2010. The agreement will surely affect Thai tea industry with high competition from ASEAN countries, especially Vietnam and Indonesia which are 2 of the top 10 tea producing countries. Heavy competition falls onto the farmers who will have to focus on improving organic tea, and increase the area for tea plantation to answer to the domestic and foreign demands. Nonetheless, the advantage of Thai tea is its quality which the domestic and foreign consumers desire. “FTA and AFTA agreements push us to promote our brands. People must recognizes us as 100% organic tea, and the entrepreneurs must receive the organic stamp. We must focus on this area and let the farmers know this in order to help them”, Mr. Chamreon commented. However, the manufacturers and consumers beneﬁt under this circumstances, because materials can be imported from ASEAN countries with lower cost. Manufacturers can import the materials in lower cost and in larger quantity, and consumers have more options to choose from, especially for the consumers who consider price as the main factor. Nonetheless, there will still be consumers who prefer quality Thai tea because of its unique taste.

“Thai tea has a relatively high cost, and there may be some distributors who imported oversea tea and say that it’s Thai tea. Therefore, we need to push our product into the higher grade by using GMP organic cultivation and manufacturing standards since we have these standards already. This will add value to the product in the premium market”, Dr. Theerapong suggested. “Given the dry tea trading situation and Thai tea products in the ﬁrst 10 months of 2009, Thailand made a loss of 35 million Baht. The main reason was the import of tea product from oversea, particularly high value, premium grade products. However, the loss was not very high so if Thai tea industry improves its potential to produce tea and uses new tea processing technology, Thai tea can be expected to have the quality and standard to compete in the international stage, and eventually reduces Thailand import of premium tea”, Kasikorn Research Center stated. Lastly, in order for Thai tea industry to meet the domestic demand and expand into international market, all parties including the government, manufacturers, and tea farmers must have precise strategy to handle the rising competition. We would like to express our thanks for the information and conveniences to Dr. Theerapong Theppakorn and team Tea Institute, Mae Fah Luang University, Chiangrai Email: theerapong@mfu.ac.th Rai Boonrawd, Boonrowd Brewery Ltd., (Chiangrai) 99 Moo 1, Mae-korn, Muaeng, Chiangrai 57000 Email: raiboonrawd@hotmail.com Chok Chamreon Ltd. 5 Moo 1, Mae-salongnork, Mae Fah Luang, Chiangrai 57110 www.emeraldthaitea.com Thai Tea Suriwun Ltd., Part 175 Thanalai Rd., Wieng, Mueang, Chiangrai 57000 www.thaiteasuwirun.com Choui Fong Tea Co., Ltd. 97 Moo 8, Paazang, Maejan, Chiangrai 57110 www.chouifongtea.com Photo by Supachai Jaito

SPECIAL REPORT

Experience Coffee Processing at Khun Wang Mountain Get away from the city and concrete apartments surrounding you. Then pack up your adventure soul on the journey along the exciting curvy roads, and wake up to the morning sunlight and fresh air of the north. We slowly set our feet down on the soil of Khun Wang Mountain near Doi Inthanon to start our journey with large trees standing tall as the background and winter flowers inviting us to take a photo of their colourful contest. Take some times exploring the environment and notice a nursery a distance away. It is the reason we are here. Once we have prepared ourselves, it is time to go pick Arabica coffee! Start from a walk along the mountain through amazing landscape with beautiful flowers, especially the Wild Himalayan cherry or mountain sakura which bloom along the track during January-February. The scenery leaves us lost for words and makes us feel like we are in a movie. We finally reach Arabica coffee plantation where the cherries are ready to pick. The cherries are packed into bunches with red and yellow cherries. We need to pick the cherries out by its colour and separate them, and the trick is to pick full and ripe cherries from the shaded trees, away from direct sunlight. When picking the cherries we try to avoid any cherry with the trace of leaf rust which will leave black stain on the branch or the cherry itself, and avoid branches with ant nest or other insect nests.

Chiangmai Royal Agricultural Research Center was established with the aim to develop agriculture in high mountainous terrain and improve life quality for people who live in the mountains. Another aim was to encourage them to reduce drifty and poppy plantations by introducing them to economic plants. Arabica coffee is a perennial plant suitable for high terrain and it is very proﬁtable. Since then, the center plays an important part in coffee plantation with around 700,000 young coffee plant produced and 20 years of coffee strain development to ﬁght leaf rust.

Even though our hands are sticky with tree sap and bitten by insects, but when we take a look at coffee cherries lying in the baskets we feel pride and understand what the farmers have to go through.

Coffee should be delicately picked without pulling its cherry bud out or that branch will not yield any produce in the following years and have to be removed. This is an important thing to keep in mind as it takes 3 years for the tree to grow.

After the baskets are full, we take coffee beans to the barn to remove the skins. This process will remove bad cherries out by soaking them in water, and then the good cherries will go into a machine to get their skins off and separate small beans out simultaneously. During this process we need to continuously take out the removed skins, and the result we get are the green coffee beans. The beans are washed again to remove any remaining skins and soak in water for 1 night.

If you happen to be here during the end of the year you will see macadamia nuts falling everywhere, and you have to race the little squirrels to pick these greenish brown nuts off the ground.

While waiting for our beans, we set up a fire camp under the dark sky filled with stars. The fire provides us enough heat for the night to enjoy the drinks, BBQ, and sing around the camp. It sure is a happy and bonding time.

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7 10

The morning arrives and it is now time to wake our coffee beans up. The beans are drained and scrubbed to remove the light green mucilage. We have to observe when the beans are not slimy and the greenish colour is removed. Then the coffee is washed once more and dried by spreading them out to dry for a night, removing any defected beans out. The dry beans will have creamy colour, and the 2 last steps are hulling and roasting. -What we gain here at the center is not just our own coffee but also the valuable experience. Next time we drink a cup of coffee; we will appreciate the efforts in producing it and wholeheartedly enjoy it.

1. Group photo 2. The farmer describing the coffee tree characteristics 3. Coffee plant nursery 4. Coffee cherries packed into bunch 5. Exchanging coffee experiences 6. Delicately pick out defected beans 7. Outer layers removing machine 8. Washing out mucilage 9. Final wash and removing defected beans 10. Handpicking coffee cherries

Nearby Tourist Attractions - Siriphoom (Laolee) waterfall located 680 meters from the center - Mong village 12 km away, learn the life of the local and see handmade cloth from hemp.

Chiangmai Royal Agricultural Research Center Moo 10 Mae-Win, Mae-Wang, Chiangmai Operating hour: 08.00 - 16.00 everyday Tel 053-114070 â&#x20AC;&#x201C; 1, 053-114133 - 36

NANATASSANA

Your Entire Coffee Business is Marketing by Bruce Milletto

Many businesses look at marketing with blinders on. They think of media in terms of what it buys, i.e. how to or whether to design a flyer to drive business. Marketing is one area where many specialty beverage businesses fall short – by doing it improperly or not al all — even while doing an amazing job in other areas of their operation. Understanding the importance of layout and design and that a good lease and location can make or break an operation are good places to start. But marketing can have as much of an impact on a business as the preplanning stages. Everything you do is marketing, and you need to continue to market throughout the life of your business. If marketing didn’t work, it wouldn’t exist. Every successful company — large or small — needs to set attainable marketing goals and allocate dollars to reach not only new customers but to retain its existing customer base. To be effective, you must know whom you are trying to reach. Marketing 101, day one, hour one is to attract and fulfill the needs of your customer. But who is your customer? And if you don’t know, how do you find out? The answer is research, and whether you hold focus groups or study demographics, it is important to learn who constitutes your customer base and whom you might want to attract. Knowing exactly who your customers are will allow you to make good decisions and spend your marketing dollars wisely. The following aspects of your business are types of marketing, whether they appear to be or not: • Your menu will be dictated by who it is you want to serve and where you are located. You will need to develop a very different menu for a coffee operation in Scottsdale, Arizona, an area that is sunny more than 300 days a year and where residents have a high average income, than you would in small town in northern Nebraska, where most of your cus-

tomers will have lower incomes and the weather is much cooler during most of the year. • Your employees are your frontline marketers and represent who you are and what you stand for. If they can’t explain your products or possess little passion for coffee or tea, they will be unable to convince customers that your business is special and different. Most chains do only an average job of training their employees, so this is an area in which you can shine if you hire the right people and train them properly. • The design and layout of your operation and the materials you use in construction are a major component of your ambiance. Along with great customer service and excellent product quality, ambiance is one of the most important features that will bring people in and keep them coming back. You should develop different seating areas for different types of customers and use color and lighting to make your operation comfortable and pleasing. • Your overall image is usually referred to as “branding.” Make sure you use your logo everywhere you can. It should be on your cups, employee aprons, all in-store signage, togo mugs, T-shirts, etc. Don’t forget to cross-market, whether that means sponsoring a soccer team, donating to a good cause or working with another small business in the same area. Get your name out in the community and let people know what you stand for. More importantly, spread the word that you are a local business steeped in quality, knowledge and passion for your product. • Use the Internet. No matter how simple, develop a Website featuring your specials and what products or entertainment you have to offer each month. Devote a section to teach your customers about coffee and/or tea, showing them the penchant for quality your operation possesses.

JOIN THE PROJECT. GO LIVE, AROUND THE WORLD. COUNTRIES PARTICIPATING:

• Think creatively about special promotions and consider holding events in your café year round. Many of these can be tied to national holidays. Or create your very own holiday/event that will generate press from the local press. As our industry matures, it will become increasingly important to maximize every aspect of your business. Each year, more and more national and regional chains open stores, and as an independent, you must know how to market against them effectively. Remain conﬁdence that if you do everything right and truly understand coffee and/or tea and the business behind it, you can succeed and, in reality, have an advantage.

Europe Austria Belgium Bulgaria Croatia Czech Republic Denmark Estonia Finland France Germany Greece Hungary Iceland Ireland Italy Lithuania The Netherlands Norway Poland Romania Russia Serbia Slovakia Spain Sweden Switzerland Turkey Ukraine United Kingdom

Americas Argentina Brazil Canada Colombia Costa Rica El Salvador Guatemala Honduras Mexico Nicaragua Panama Puerto Rico United States

Asia / PaciÀc Australia China India Indonesia Japan Korea New Zealand Singapore Taiwan Thailand

It doesn’t matter if you are new to the business or have been opened for a number of years — it is never too late to step back and look at your operation, to get out from behind the counter and market your business. It will be the one aspect that will make the difference between either just getting by or becoming a huge specialty beverage success story.

Africa Ethiopia Kenya Rwanda South Africa Tanzania Uganda Zambia

Middle East Israel Lebanon United Arab Emirates

23/06/10 – 25/06/10 OLYMPIA EXHIBITION CENTRE HAMMERSMITH ROAD LONDON

Register Online with your coffee shop details and receive: Bruce Milletto is president of Bellissimo Coffee InfoGroup, the specialty coffee industry’s leading consulting company, and founder of The American Barista & Coffee School, the world's premier professional coffee school. Bruce has provided keynote speeches and led seminars at all of North America's major coffee trade shows, as well as coffee events and trade shows around the world. In 2003, the SCAA named Bruce one of its 20 "Coffee Luminaries," and in 2004, he appeared in Gourmet Retailer Magazine's 25th anniversary issue on the list of the 25 individuals who helped shape the specialty coffee industry. Bruce was the recipient of the SCAA’s Distinguished Author Award in 1999.

• FREE COMPANY LISTING ON WBC WEBSITE • WBC 2010 PROMOTIONAL MATERIAL • ACCESS TO HIGH QUALITY LIVE STREAM

www.worldbaristachampionship.org Sponsored by

THE GEORGE SABADOS METHOD

The Sales Benefit of FOCUS! When visiting cafés for the first time, I make a conscious effort to ‘feel’ the vibrations they radiate. Most vibrations are either negative or neutral, which means misdirected or unfocused energy. This tells me a lot about the likely success of the business, and even more about the owners. Unfocused energy demonstrates a lack of control over the business. And the reason these businesses are not generating enough money for their owners is that they simply lack the right type of energy to make them attractive to customers. Energy is contagious. If generated in a positive way, it spreads to customers, suppliers, and even to browsers – who eventually become customers. It is infectious; it makes the light of your business burn brighter. And, like moths, people will be attracted to it. Positive energy by, and in itself, can grow sales. It is non-tiring and hugely effective, but we need to know how to generate it in a disciplined way. This means getting into positive action by concentrating on the steps which are required for mastery (refer to www.thegeorgesabadosmethod.com). Stress is not conducive to the creation of powerful, positive energy in your business. Being worried about an issue or circumstance you cannot change immediately, it also has a dampening effect on creating the right type of energy. If every day you have that feeling that you achieved little, and spent most of the day ‘chasing your tail’, fighting hard just to see the day through, with little in the way of sales, let me just say that you are not alone. So here are some simple steps you can take to forcing through rapid change in the results within your business, without falling victim to the feelings I just mentioned. The first step is to calm down. I know, at first this would appear easier said than done. However, to stop those feelings of loss and lack of direction, it is imperative to put 10 minutes a day aside for calming down and allowing your thinking capacity to flourish. By this, I mean 10 minutes OF NO DISTRACTIONS! I would suggest you to find a quiet room well away from your business, your mobile phone, your family, your friends, your staffs and your computer. And what you must have on hand is a simple pen and notepad.

The next step is for us to consider the following principle and how you can apply it in your business. The 80/20 Rule The 80/20 rule, first introduced by Vilfredo Pareto as the Law of Income Distribution, can help us focus our energy and actions in areas that give us the greatest returns. Pareto proved that an 80/20 distribution existed in the causeand-effect relationship of all situations in life. He used it to demonstrate the huge inequity in wealth distribution, where 20% of the population controlled 80% of the wealth. Even in his garden, 20% of his peapods produced 80% of the peas. The application of this rule introduces the concepts of efficiency and effectiveness. Efficiency is performing any given task in the most economical way – the ‘right’ way. Effectiveness, on the other hand, is about doing the things that get you closer to your goals – doing the ‘right’ things. Let us assume that your primary business goal is:- to rapidly and continually grow sales. Whilst you may be very efficient at washing dishes, and may spend the whole day doing it in your café because ‘no one else can do it quite like you can’, it is completely ineffective in achieving your main business goal. You may be very efficient in responding to emails, but this is also ineffective in achieving your desired business goal. Sadly, many café owners are not directing the energy within their business effectively. Owners who complain that they work too hard and have to do everything in their business. generally busy themselves with the 80% of actions which produce 20% of the sales and even less in profits. Pareto’s law is immutable and universal. It tells us that by being selective with our actions, we can generate more returns. There are so many ways to apply it in our daily life. Consider the following: • 20% of all the things we involve ourselves with in our businesses produce 80% of the profits. • 20% of our customers generate 80% of the word-of-mouth for our business. • 20% of our product range generates 80% of the revenue. • 20% of our staff carry 80% of the work load in our businesses. And the number of examples in our daily lives is limitless. Now that you are in your quiet room during your quiet time is to think about what you do every day and determine which actions bring in the highest returns. In other words, which actions directly contribute to sales growth and which do not? Remember I said washing dishes, whilst a noble action, contributes nothing to growing sales. On the other hand, passing out promotional leaflets to your customers, getting to know them by their first name etc, contributes directly to sales growth. So list them all on your notepad - guarantee to a few surprises. Surprise has been the reaction my clients had at the number of needless actions they undertake during the course of any given day in their business.

THE GEORGE SABADOS METHOD

So, by listing all the actions you undertake in your business in one day, you will then be in a better position to decide which 20% of your actions generate 80% of results. This list will provide you with focus. Furthermore, you can then list the actions of your staffs and determine the same 20/80 result. The net result of this exercise is that you will be in a position to hone in on the actions which generate a great deal of sales growth. But it does not stop there. To be truly efficient and effective in your business, and for your staff to be as well, in order to create an amazing business we need to go further. The Ultimate stretch – the 99/1 rule To become an Ultimate café owner, you must set the bar higher – from an 80/20 to a 99/1 rule. This means that with 1% of your effort, you can generate 99% of your business revenue. Looked in a different way, Ultimate café owners comprise 1% of all café owners. In order to be one, you should be focusing your attention on an even tighter group of actions which deliver maximum returns i.e. a maximum sales growth. Any other action than the top 1% is less than maximum efficiency and effectiveness. Ultimate café owners sit on another level. It is a rarefied plain. They clearly distinguish the difference between efficiency and effectiveness and design their whole business strategy around being effective. Whether conscious of it or not, they intrinsically know how to leverage results using Pareto’s rule. They also know that ignoring this rule creates mediocre results in their business. In an industry so overcrowded with players, it is an exciting proposition to know that becoming an Ultimate café owner is not about measuring yourself against the others who have a 99% chance of being in the ‘average’ category. Your only competition as an Ultimate café owner is yourself. Determining the actions that give your business the greatest leverage is a competition against yourself. The challenge is not with others but with you. You must determine what is effective and what is not. It is my belief that the success, or failure, of any business is due to the internal dynamics which play out in that business. Rarely does it have anything to do with external dynamics. My experience over the years dealing with so many businesses has only reinforced this belief. But it’s not just my opinion. If there is any competition at all, it is: “…between your disciplined and undisciplined mind.” (James A. Ray). This statement reflects on an internal dynamic being the true challenge to success – not competitors (an external dynamic). The question remains if you, and your staff, are focusing on the top 1% of actions which produce 99% of sales results, who takes

care of the other miscellaneous actions which need to be done anyway? The answer is:Delegate Sit down right now and make a list of ten things that you do every day in your business that should be delegated to someone else. But, many café owners say, “I do these things - wash the tables, clean the ovens, run to the bank, do the bookkeeping – because I am the only one who can do it”. Or they say “I have no one I can depend upon.” being brutally honest, that is rubbish! It is true that some actions need to be undertaken during business hours but there are others that can be undertaken before or after. Either way, you should seek a way to delegate. Your time is valuable! And you should start thinking of it as so. Your time and energy is wasted on any actions which do not directly grow sales. Furthermore, any actions you are not good at should be delegated. A classic example, and one that re-occurs often is a business owners insistence that they do the bookkeeping for the business even when they’re not very good at! I’m not being good at that they end up spending too many hours in the week simply falling behind. And sooner or later they lose minute to minute financial understanding of their business. On the other hand delegating this responsibility to an experienced bookkeeper, not only means for a few hours per week spent on the action, but far better control of the financial direction of your business. And this is just one example! Once again, your time should be spent focusing your energies on those key tasks that produce sales/profits and contribute directly to the growth of your business value. And, once you prove to yourself that you and your staff can operate one shop successfully, there will be nothing preventing you from owning and operating two shops. Or even five, or a chain of twenty. Yes, it means devoting a greater percentage of your time to managing people. And you may spend less time grinding coffee. But I assure you, you will be making more money! George Sabados motivates, inspires and instructs retailers all over the world in ways to grow their sales and profits quickly and consistently. He specializes in changing the mind set of small business owners, retail and franchise chains from top to bottom. If this sounds interesting to you. Visit http://TheGeorgeSabadosMethod.com to sign up for a completely free e-class, “Jump-Start your Profits”. This e-course is interactive and teaches you how to rapidly increase your profits using your current product line.

COFFEE COMPANY

Nespresso Business Solutions

Non-stop quest for quality extends into every stage of the long journey that transforms green coffee beans into the perfect Nespresso Grand Cru – with the exquisite crema, tantalizing aroma and full-bodied taste that truly sets Nespresso coffee apart. This unwavering focus on highest quality in everything they do, together with their readiness to think differently and innovate, has helped establish Nestlé Nespresso as the worldwide pioneer and market leader in portioned premium coffee, the European market leader in Espresso machines and the fastest growing Nestlé business. At Nespresso, they are wholeheartedly committed to delivering the highest quality coffee to our Club Members and business customers and to ensuring that the coffee farmers beneﬁt from a shared commitment to ultimate quality. In order to do so, Nespresso have integrated sustainabil24

ity practices into their existing commitment to highest quality green coffee sourcing through the Nespresso AAA Sustainable Quality Program. This has been designed to ensure the long-term supply of highest quality green coffee through the adoption of the principles of sustainable development, economic viability, environmental stewardship and social equity. The company ﬁnancially reward farmers who produce such perfect coffee, and actively work in coffee-growing communities to help improve their social, economical and environmental conditions. Nespresso also work hard to ensure the quality of their coffee machines and exceptional services, are always of the highest standard to ensure they create the ultimate coffee experience for their consumers. Hermetically-sealed capsules and tailor-made Nespresso coffee machines are designed to combine the precise amount of coffee, water and pressurized air to allow superior extraction into the

COFFEE COMPANY

cup at the push of a button. The unique collaboration of capsule and machine technology protects more than 900 coffee aromas from light, air and moisture – yielding the perfect espresso every time. In order to guarantee the very best quality Espresso coffee, Nespresso developed a tailor-made machine range for both homes and businesses. All of the machines come equipped with a proprietary brewing system, producing perfect coffee on and for every occasion. Their timelessly stylish machines suit all tastes, and answer all of the needs of even the most demanding of coffee connoisseurs.

joy an excellent cup of coffee to suit their taste, whatever the time of day. Those are Ristretto, Espresso, Lungo and Decaffeinato. In all of the more than 40 boutiques in key cities around the world, consumers will be able to experience the highquality trademark of Nespresso in its coffee, machines and services, whether they are in the tranquility of their own home, at the ofﬁce or in the world’s leading restaurants, hotels, cafes and luxury retailers.

For more information please visit www.nespresso.com

With 8 Grand Crus, the Nespresso range offers a huge variety of proﬁles and aromas. Every Grand Cru in their range is the product of a complex process of selection, assembly and roasting. Their Grands Crus are categorised by cup size and level of intensity. The customers can en25

MACHINE COMPANY

ELEKTRA: A LEGEND OF ITALIAN ESPRESSO COFFEE MACHINE Elektra is the brandname that from now on identifies the company owned by the Fregnan family. It stands for expertise and know-how. Elektra is an enterprise which for almost half a century has been planning, producing and updating prime quality espresso coffee machines. Fifty years ago the Fregnan family had already ascertained that in order tosecure a winning product they would need to produce a userfriendly as well as easy-to-handle product. The results of this concept are the rational and minimum maintenance Elektra machines. Through the years a well-defined and fully committed marketing strategy has permitted the company to successfully penetrate the most important international markets. Today Elektra is a company that supplies a 48-hour spare parts delivery service throughout the world and which employs computer systems for company management. Even so, the machines are still made, one by one, according to the unsurpassed methods of craftsman expertise. In our case we consider that there is no substitute for human resources. Thus, Elektra is the Italian company that bases its work techniques on the finest craftsmanship values. Commitment, creativity and initiative are the features which clearly distinguish the Elektra company, owned by the Fregnan family, where father and sons combine tradition to innovative concepts with outstanding results. Elektra’s mission is to supply a total quality product with an elegant and refined design as to effectively make it a “multi-purpose interior design element”. In order to fulfill its mission the company caters to every need with specific models for households, bar/cafés, restaurants and hotels. Every need has been analysed to the most updated marketing-oriented strategies and has resulted in 40 models divided into 6 categories, all of which merit specific recognition. The site in which the company constructs its machines is, under certain aspects, nearly as fascinating as its product. Upon entering one can instantly survey a hushed and well-organised workshop full of chrome distilling devices. The aroma of coffee is exhaled from machines which are continually tested, rectified and often, when still only prototypes, analysed with such intent scrutiny by personnel submerged by copper coils and boilers as to look more like discriminating alchemists than specialized technicians! The coffee-making system as well as the frame are made with the precise workmanship guaranteed by reliable and skilled workers. Once finished the units are placed in parallel rows: an array of machines that seem like gleaming ancient towers alongside those with innovative modern design. Each model reflects the versatility with which the company produces espresso coffee makers in traditional and modern design with the aid of state-of-the-art technology. Since 1947 and for three generations these machines have been produced with increasingly successful results, Elektra is committed to guaranteeing that this achievement continues supplying best benefits and consumer satisfaction. 26

MACHINE COMPANY

The purchase of an Elektra espresso maker guarantees a series of benefits. First of all the purchaser will realise that his machine in the outcome of ingenious research which has resulted in international patents such as the float water level regulator with no gaskets, created in 1960; the automatic dispensing unit equipped with solenoid valve, 1968 (Fig.1); the electronically controlled 5-selection dispensing unit planned and used for the first time ever in 1978 (Fig.2) and in 1984 the first automatic machine (see Fig. 3).When he uses it, he will also notice all the other construction features that make the machine particularly reliable and functional, for instance its motor and positive-displacement pump fixed onto vibration-dampers, the completely efficient ideal-sized boiler and many other significant features. All these distinctive models are in conformance with the current safety standards and guarenteed by international approval certificates such as: CE in Europe. UL and NSF/ UL in the U.S.A., VDE/GS and TÜV/GS in Germany, IMQ and I.S.P.E.S.L. in Italy, EAOT in Greece, ATISAE in Spain and SIQ in Slovenia.

It is essential to know that before being delivered every machine is tested non-stop for 48 hours; but besides testing the fully-assembled machine, all the machine parts, of which over 80% are manufactured in the company, are also scrupulously tried and tested. In order to guarantee sheer perfection and punctual deliveries the Belle Epoque line, which is the line that best reﬂects the company image, has its own speciﬁc person in charge of controlling every machine throughout each work phase.

(Fig. 2) (Fig. 1)

(Fig. 3)

From production to packing all the models are thoroughly and minutely checked with packing carried out manually as to assure highest protection during shipping. If one considers the long life and enhancement this product gives to any interior, its design acquires special signiﬁcance and the company is well aware that this feature has always guaranteed successful models which are winners both in classical and modern themes.

CHAIN UPDATE

True Coffee Learn the Unique Strategies to Succeed in Coffee Business

True Coffee is one of the leading premium coffee brand in Thailand that should be closely followed. It emerged in the coffee industry 5 years ago and had the tremendous average growth of 20% each year. Last year, alone, it grew 40% and opened 12 new cafés with the income of more than 200 million Baht while most coffee chains and private cafés were affected by the economic downturn. What strategy did True Coffee use that drive their sales and continuous growth? True Coffee uses different strategy to other coffee chains. Unlike big chains that focus on expanding the number of cafés, True Coffee opens the average of 10 shops per year and focuses on service strategy to handle the increasing competition and bring values back to the customers. The Flagship shop and Digital Gateway is the latest shop from True Coffee. Located on the first floor of True Coffee at Siam Square, in the heart of the city, with 240 m2 space and can be easily accessed from BTS exit 2. The Flagship shop features loads of gimmicks and is designed to be the model for future True Coffee shops. Coffee-Knowledge Provider The Flagship doesn’t just offer premium coffee, but it also provides knowledge and new experiences to the customers. Customers will be introduced to coffee beans from famous sources such as Brazil, Costa Rica, Guatemala, El Salvador, Vienna, and Chiangmai. They will get to experience different unique characteristics of these beans and 6 different brewing techniques like traditional, Syphon, Aero-press, drip pot, and filter coffee, so everyone can taste variety of coffee and choose their favourite drink.

CHAIN UPDATE

Café with Modern Technologies The young generations nowadays are living the internet lifestyle where knowledge and information are exchanged in a snap, and internet cafés are playing an important part in their lifestyle. True is also the leader in high speed internet and uses this advantage to integrate 16 Mbps high speed internet with its premium coffee shop via WiFi or 3G system. The combination responds perfectly to the customer lifestyle and creates the place for them to relax as if it is their third home. The ﬁrst shop to provide internet was the Khao San branch and the concept grew during the past years. In addition to the internet cafés, True Coffee also uses the most out of technology by designing an application for iPhone for the customers. The application lets you update drink menus and special promotions anywhere, anytime, but the exciting feature of the application is it allows you to order your drinks from your phone. Once the order is processed, you will get the QR code on your screen and you just need to show the code at the counter and enjoy the drinks. This is an innovative and quick service for the young generation lifestyle. Contemporary Thai Beverage While other coffee chains focus on western style coffee, True Coffee brings new strategy to the table with

“traditional Thai coffee” to expand the target customers and promote Thai brand. The all-time favourite menus that were chosen are traditional iced coffee, iced black coffee, iced milk coffee, iced milk tea, and iced black tea. All coffee beans and tea leaves used at True Coffee are carefully selected, so all ingredients are of the highest quality and freshness. The beans are then traditionally roasted and grind with the process used for the past 50 years to create unique traditional Thai drinks that perfectly blend both eras together. The decision to add traditional Thai drinks to the menu will promote True Coffee as a Thai brand and lift Thai coffee up to another stage by supporting coffee grown in Thailand and the coffee farmers themselves, because these farmers will be affected by the AFTA agreement. Further Business Expansion True Coffee has the plan to expand into ASEAN countries and just opened the cafés in Viang Chan, Laos, and Ho Chi Minh City, Vietnam. The next step is to take on Luang Prabang, Laos, Cambodia, and big market like China to show the potential of Thai brand in international stage as the provider of coffee knowledge and introduces Thai coffee to the world to taste its unique characteristics.

HOT BEV

Special Summer Beverages Dolce Americano Take a break from a long day and taste the bitterness of Americano that is perfectly fused with sweet vanilla ice-cream, and it will leave you wanting for more. Ingredient 1. Espresso 60 cc. 2. DaVinci Vanilla Syrup 15 cc. 3. Vanilla ice-cream 2 scoops 4. Syrup 7.5 cc. 5. Ice 16 oz. Method 1. Brew a shot of espresso, mix with Vanilla Syrup and syrup 2. Fill a 16 oz glass with ice and pour the coffee in 3. Top with vanilla ice-cream and serve

Caramel Mint Latte

Milky Mango Frappe’

Who said hot beverages aren’t for summer? Cool your latte up with light aroma of mint and mellow sweet taste of caramel. This drink will surely bring freshness to start your day.

Just imagine yourself with a nice cool Frappé on the white sand beach, because the texture of creamy milk and sweet mango will dwell you in the summer charm.

Ingredient 1. Espresso 30 cc. 2. DaVinci Mint Syrup 7.5 cc. 3. DaVinci Caramel Sauce 10 cc. 4. Pasteurized milk 180 cc. Method 1. Measure 8 Oz of Mint Syrup and Caramel Sauce 2. Brew a shot of espresso on top of the sauces and mix well 3. Steam pasteurized milk and ﬁll the cup 4. Top with milk foam and serve

Ingredient 1. DaVinci White Chocolate Sauce 30 cc. 2. Palmbay Mango Smoothie 15 cc. 3. Whipping Cream 10 cc. 4. Pasteurized milk 90 cc. 5. Frappé milk 15 cc. 6. Frappé powder 2 shots 7. Ice 16 oz. Method 1. Mix everything except Mango Smoothie into blender 2. Blend until the mixture is smooth then pour into the 16 oz glass. Top with whipping cream and Mango Smoothie

HOT BEV

The shinny season has arrived and people everywhere are more energetic, whether you are working or relaxing along the beach. This edition will show you special drinks that will colored your life up this summer.

Kiwi Yoghurt Splash

Almond Thai Tea

Fight the summer heat with this healthy drink of yogurt and soda together with the unique sourness of kiwi fruit that will inject your everyday with freshness.

Bring your memories of the familiar aromatic Thai tea with the right sweetness, fused with almond sense to bring you this modern menu.

Ingredient 1. DaVinci Kiwi Syrup 2. Natural yogurt 3 table spoons 3. Syrup 4. Soda 5. Ice

Ingredient 1. Hot Thai tea 2. DaVinci Roasted Almond Syrup 3. Frappé milk 4. Pasteurized milk

22.5 cc.

7.5 cc. 150 cc. 16 Oz.

30 cc. 7.5 cc. 7.5 cc. 180 cc.

Method 1. Measure and mix Hazelnut Syrup, Frappé milk into 8 oz cup 2. Brew hot Thai tea into the cup 3. Steam pasteurized milk and ﬁll the cup up 4. Top with milk foam and serve

Method 1. Measure and mix Kiwi Syrup, natural yogurt, and syrup 2. Fill the glass with ice and the mixture, then top with soda until full

Sunset Fruity Soda Taste the perfect nature of passion fruit that will lure in young customers with its distinct taste and freshness. Ingredient 1. Palmbay Passion Fruit Smoothie 20 cc. 2. DaVinci Mint Syrup 15 cc. 3. Soda 150 cc. 4. Ice 16 Oz. Method 1. Measure and mix Passionfruit Smoothie and Mint Syrup 2. Fill the glass with ice and the mixture 3. Top the glass up with soda and serve

BARISTA TALK

Fiefy Sineenart Anuwatanaphorn Thai Girl on the Australian National Barista Championship Stage

This issue of CT&I we had an opportunity to interview Miss Sineenart Anuwatanaphorn or Fiefy, a a small girl who participated at the Australian National Barista championship and showed Thai culture in an international stage. She came back from Australia to share her experiences in the National Thailand Barista Championship 2010, and we think that her story will profoundly inspire you. Fiefy flew to Sydney, Australia, in 2007 to study master degree and got a job there as a sale marketing. Australia also gave her an opportunity to experience western style coffee that made her realize the importance of coffee shops, and most importantly, she experienced the different taste of coffee. She was impressed by the coffee from that day onwards and started to drink coffee more frequently, until she found latte art. "I went to a café and was surprised by latte art they served as it was all new to me, so I went up to the owner and the barista to ask if they can teach me. They wouldn’t teach me, but instead, they suggested that I should attend a barista course. I started to search for the class online but they were very expensive, so I put the idea on pause. However, my feeling for the art of coffee got stronger as I continue to experience it, and finally I quitted my job and headed for this path”. "I started off from zero and got an interview at Mr. Espresso where the manager was curious why I wanted to make coffee when my previous job was a good job. I told him about my impression in latte art, my determination to learn it, the high fee for the course, and I wanted to gain knowledge and experience by working there.I was lucky that I got hired because they didn’t care about the experience. All they needed was the passion in coffee. Mr. Espresso was a good start because they had trainings for the employees as well." Fiefy worked at Mr. Espresso for 3 months before moving to Perth and worked at Mill Point Café for 3-4 months. She now works as the trainer, consultant, and barista at SA Coffee Academy in Adelaide where she competed in her first state competition and was chosen to represent Adelaide for the National Barista Championship. “My first goal for attending the championship was to develop myself, because I started in 2007 and continuously work in the same manner over and over. The second goal was to prove to myself that I can do it, because a lot of my colleagues are state champions and that put a lot of pressure in me. And finally, my third goal was to prove that I have chosen the right path, because I graduated in the master of marketing but chosen this career. I wanted to show myself and my family that this is right and I am good at it. However, the main reason is to improve myself as much as I can". The hard part was not the decision to attend the championship, but the preparation for it. Fiefy did not have any knowledge on the competition and did not have a lot of friends in the industry, so she focused on researches and trainings on her own. She studied a lot of previous WBC competition clips, focusing on the 2008 WBC top five’s movements and steps, especially Stephen Morrissey from Ireland as she has similar styleto him and it was like he personally taught her. "I didn’t have any prior experience, so I introduced myself as if I talk to a customer. I introduced who I am, where I came from, how long I have been in the coffee business, and then prepared them my

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BARISTA TALK

coffee. It might be my personality, sincere presentation, and techniques that got me the Adelaide champion title and 6th place in the national championship”. After the competition, Fiefy used the judges’ comments and suggestions from her score card to improve herself and prepare for the next championship. “It took some consideration before deciding to attend the 2010 championship since it cost a lot of money, time, efforts, and spirit. I needed to ask myself the purpose of another competition, and what would I improve from the previous championship that the judges commented. And to go back to the competition means you must compete with your previous standard, compete with yourself and not other contestants, so I must read and study hard in order to improve myself". The 2010 championship in Australia successfully ended but Fiefy still feels disappointed that she was named 6th place for the second time. However, she is not giving up in finding fresh experiences and she is now learning to blend her own coffee with the help from Andy from Coffee Snops who is her friend and sponsor at the same time. Eventually, Fiefy decided to compete in National Thai Barista Championship 2010 and received different reviews from the judges. “In the beginning I only used English as I wasn’t sure about the technical terms in Thai, for example, coconut milk which is similar to diluted coconut cream with sugar and is hard to find in Thailand. I didn’t explain this thoroughly so the judges gave the comment that the drink wasn’t really Thai. I was very surprised because I am Thai, but later on I agreed with the judges once I compare myself to other contestants. To be the country’s representative I need to have more characteristic of that country". Fiefy entered the final round of the competition, and this time she prepared her speech technique and used both Thai and English, which meant rearranging all of the steps. She needed to rehearse each steps again and used her imagination to adjust everything in a day, including the ingredi-

ent explanation. Finally, even on the bad ﬁrst day, she was named the ﬁrst runner up for the competition. From all the championships she competed, Fiefy shows the determination to learn and continuously develop herself, and the will to grab onto something she loves. Fiefy’s word of advice "Each competition is different even though they are based on the same rules. The expectation of the judges and viewers are different, the coffee taste is different, but all competitions give us good experiences. We learn through the competitions and when we compete in different country we must prepare ourselves for the requirements of that country. I want to say to Thai baristas who are going oversea to compete that everyone already has good coffee skills, but you must prepare your language, so you can directly express the main idea forward to the judges and viewers”. “Fiefy in love” the signature drink The name nicely expresses her feeling in the coffee, her career, and the customers she loves. This gentle and happy drink will pass on its characteristics to everyone with its delicate preparation and the concept of tropical fruits to symbolize Thailand. Ingredients: 1. 3 canned or fresh lychee 2.100 ml. of diluted and sweetened coconut cream 3.80 ml. of canned lychee syrup 4.3 strips of grilled coconut 5.Espresso coffee Method: 1. Mix canned lychee syrup with grilled coconut for 10 minutes without warming them up and put in the bottom of Syphon. 2. Put 3 fresh lychee and 3 strips of grilled coconut on top of Syphon. 3. Bring Syphon to a boil for 2-3 minutes. 4. Use 10 ml. of the juice from the syphon to mix with espresso. Then decorate and serve.

BARISTA TALK

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INDY VOICE

Strategies to Survive in Thai Coffee Business from Coffee Alley Distinguish decoration and unique management style are the important factors that kept Coffee Alley standing tall during hard times. Coffee Alley started out as a small shop in a small alley, it then continuously grew and branched out until the economic downturn that also hit this independent coffee shop. This issue of indy voice column will let you to know the secret of pushing independent business through obstacles from Miss Kobkul Promayon, the owner of Coffee Alley. Inspiration is Important Inspiration and passion in coffee are very important in driving the survival of the business, and Coffee Alley was born from these. It started when Kobkul flew to Seattle to study master of finance. Seattle is somewhat the coffee capitol, and as some of you may know, the home of the huge coffee chain, Starbucks, but it also houses many quality independent coffee shops. She loves the special time spent in the coffee shops, especially in the cold days where she spent her time sipping a warm cup of coffee next to a fireplace with a book, and from that day onwards she was inspired to have her own unique shop to bring back and share those happy times. Inspiration is important in creating the passion in coffee, and this makes us see the business obstacles as a step in driving the business forward. Facing the Economic Downturn Coffee Alley was affected by the economic downturn as well as the others. There were clearly less customers, especially the tourists who made up the majority of the customers in some braches. Some employees also left the business and these factors shook Coffee Alley off its feet quite a lot. Patience is another important element in solving the problem, and a lot of effort is needed to navigate the business under these circumstances. Coffee Alley believes from its 10 years experiences that coffee industry was blooming before the economic downturn, so if it can push through this time it will surely bloom again when the economy is better. Miss Kobkul used her knowledge in management to handle the situation by using cost control, and another important strategy is staff management. This is important because the staffs directly interact with customers, so it is vital to train the staffs to be patient and responsible.They should be at work with smiles, able to take comment from customers, and prepare coffee with passion with 36

INDY VOICE

quality and standard in every cup. These are very important during the crisis, and we need to inspire them to work hard, particularly when there were less staffs.

customers who come to relax in the green garden, not far from their ofﬁces, but away from their everyday lives where they spend their times in the concrete jungle.

“if all coffee shops in the area keep their coffee standard high, the customers will consider the area to be the coffee district. ..Hence, the shops help each other to attract more customers.”

The shop uses white, green, and brown tones which are the renovated white house, green ﬂoras, and brown tree branches and furniture. This decoration will make you want to just relax and have a cup of coffee.

Think Positive about Competition People might see competition as an obstacle in the business, but Coffee Alley look at it differently since Coffee Alley had 4 competitors next to it during the coffee boom. The reason Miss Kobkul remains positive about this is that if all coffee shops in the area keep their coffee standard high, the customers will consider the area to be the coffee district. Then, when the customers want coffee they will come to coffee district and choose the shop they like. Hence, the shops help each other to attract more customers. However, this is not always the case, the location of the shop is also important. The location should be easily accessed and ﬁlled with people, because you can ﬁx the problems with the services, such as coffee machine, decoration, etc, but you cannot easily change your location. Characteristics Coffee Alley has its unique friendly atmosphere, especially the Coffee Alley in the Garden which is the coffee shop in the garden within the city. It attracts all type of

The favourite menu for Coffee Alley is the Ice Alley, the mildly thick iced coffee with perfect sweetness. Ice Alley is famous because of it is strong and extremely cold which suits hot weather in Thailand. In addition to the coffee, Coffee Alley also serves Donut Brownie which made from quality Hershey chocolate, freshly baked every piece, and served with chocolate sauce made from special house blend cocoa powder. The outstanding location, design, and the must try menus made Coffee Alley shine among independent coffee shops, and assure its continuous growth in the future. Nevertheless, pushing through the hard times is difﬁcult and requires patience and lots of attentions. The owners should get their hands dirty and sweat to keep the business forward, so if you have the passion and good business strategy then success is not out of reach.

Coffee Alley in the Garden 28/1 soi Sukhumvit, Sukhumvit Rd. Khlong toei, Bankok Tel. 662-258-8300

ICED AID

Melt me Happiness Can Melt in The Mouth

“Melt Me ... Healthy Chocolate and Gelato”, Hokkaido style chocolate and Italian gelato all in one delicious and healthy place is ofﬁcially open! Mrs. Sunisar Passakornnatee, Managing Director of Melt Me Ltd., revealed the beginning of Melt Me that,“I’m a chocolate lover, and had many opportunities to visit Japan with my husband (Mr. Tan Passakornnatee). Each time I go I must stop by Hokkaido to have chocolate because I love it and didn’t have to watch my weight when having it. I wanted to bring it back to my friends, but it’s fresh chocolate and have to be kept in low temperature. Last time I went to Japan I decided to learn it from the owner, who is like a friend and happily taught me, so I can make it for my family and friends. After a while all people around me encouraged me to open a shop, since they love the taste and want to be able to get it at anytime, so I did. Melt Me opened at Arena 10 project under the concept of “Healthy, slow melting happiness” as fresh Hokkaido style chocolate is made of 70% cocoa, and the secret of having Melt Me chocolate is to let it slowly melt in your mouth to completely taste the real smooth chocolate”. Hokkaido Chocolate Hokkaido chocolate is handmade through delicate processes to bring out its unique taste that attract customers. All ingredients are imported from quality sources, such as Belgian chocolate, and all other ingredients are Japanese style. The chocolate is made fresh daily and goes through 18 hours of processes at 18 °C in every steps, which is not hard but require high level of delicacy. Sunisar revealed a secret of the process that, “The perfect temperature for chocolate is 18 °C and it must be kept in a refrigerator, so 38

before having it you should let it sits outside for about 5 minutes to get it to 18 °C. The chocolate we use is 70% cocoa and only 15% low fat milk and sugar, that is why it isn’t so sweet. Also we are serious about quality; we take care of our chocolate like ice cream, and provide dry ice for take-away customers”. “People love chocolate but are afraid to be fat because they only know the regular chocolate in the market which contains a lot of sugar and milk. We are inventing real chocolate or chocolate with more than 80% cocoa that chocolate lovers love, however, we found that most people like the 70% cocoa chocolate, and any chocolate with more than 60% cocoa is considered quality chocolate”, Sunisar explained. She also stated that, “Personally, I am health conscience I work out every morning and am into everything healthy. The reason I love chocolate is its health beneﬁts like antistress quality, and we serve chocolate and tea at our meeting to ease stress in the work place. Chocolate also has phenol to help prevent stroke, reduce heart disease, and prevent certain cancer”. Healthy Gelato In addition to fresh Hokkaido chocolate, Melt Me also brings you homemade Italian gelato where it imported authentic gelato machine straight from Italy to create thick and smooth gelato that is mixed together with selected fruits and give you healthy, low-fat treat. “We use as much fruit as possible in our gelato, so it’s like having fruit in the form of ice-cream. The gelato is our

ICED AID

own recipe because we were encouraged to make gelato in our own way. This way we get what we want and can control the recipe like sugar and fruits. We have 2 types of ice-cream, the sorbet is made from fresh fruits without any additives and has 0% fat, and the gelato which is made with only 10% milk and come in many flavours like chocolate, vanilla, and green tea. The gelato is also nonfat or low-fat so you don’t need to worry about getting fat, just like our concept of Healthy Chocolate & Gelato”, Sunisar added. Moreover, Melt Me invented the beauty gelato with coenzyme Q10, fiber, and L-carnitine as an option of supplement for the young generation who wants good taste, health, and beauty at the same time. This beauty addition creates uniqueness to the gelato, but everything has to be in an appropriate ratio and process to keep the original gelato taste. Sunisar told us that, “The shop will rotate the ice cream up to 50 flavors to keep the customers excited. It opens at 11 AM to 2.30 AM in an entertainment district, so we serve beer flavored ice cream to please night customers as well. The shop is packed at night and I like to spend my time at the shop on Saturday and Sunday to study these customers”. Design concept The shop is designed for comfort and space with cozy seating and glass windows all around. Most of the concepts are based on her idea as she stated that, “Orange color represents fun and exciting ice cream for everyone, and the brown color represents chocolate that contrast the ice cream. The designer then further developed the concept, but it was still rigid and something was missing to give it a warm welcoming feel. I chose to use the photos of my family, helping each other to make family’s favourite chocolate menu which greatly create home-like

feeling to the shop”, and we truly agree with her because the photo of the kids in the family really bring smile to our faces. Future expansion plan Sunisar told us about the plan that, “We sure have the market expansion plan, and we’re now looking for a location. The plan is to open a shop in big shopping malls as we received excellent feedbacks from the exhibition at The Mall Paragon. If we roughly calculated the sale during 10 days of the exhibition with 9 hours of sale each day, we sell around 2 boxes per minute and quickly ran out of the goods. We had to sell coupons for the customers to pick up later, and we understand that at the moment it is hard to find our chocolate because we only have one shop, so we plan to add online order to our website which will be completed soon”. “Doing business is not difficult if we are determined and love what we do we will be motivated. You have to find what you like, have fun doing it, and a lot of ideas will come to you which consequently leads you to success”, Sunisar added. CT&I believe every word she said as we can feel her happiness while telling us the story, so all “Chocolate manias” and “Gelato lovers” must not miss this happiness that melts in the mouth and enjoy your treats at Melt Me!

visit the taste of happiness melted in your mouth without getting fat at melt me... healthy chocolate and Gelato Arena 10, Thong Lor soi 10,since 11.00-02.30 For more information, please call: 662-392-4855, or visit www.melt-me.com

TEA TIME

Fine Tea to Fit Today’s Lifestyle Wang De Chuan Fine Chinese Tea

Ever since Emperor Chen Nung took the first sip of tea about three thousand years ago, tea has gradually become, next to water, the most popular beverage on earth. Its long history, however, has infused it with confusing jargon, rituals, varieties, and prices. Having a simple cup of tea is a daunting task for many people. While it is helpful to know all the nuances of fine tea, their familiarity is not a prerequisite for enjoying an excellent cup of tea. Believing that nobody should be denied the pleasure, at Wang De Chuan, we offer tea that fits in with today’s lifestyle. A New Tea Store with a Century- old Tradition Wang De Chuan’s story begins with Wang Ang-shang ( 王俺尚), who arrived in Taiwan from Fujien in 1862, to set up his first teashop in Tainan. Obsessed with making a finer cup of tea with each attempt, he began refining the tea making tradition. Meanwhile, the years turned into decades, and the decades grew into a century. Wang Ang-shang’s passion for fine tea became synonymous with Wang De Chuan. 40

The new Wang De Chuan in Taipei is for both connoisseurs and new tea aficionados. Each type of tea has a clear explanation and price- with friendly staff to prepare it and explain their uniqueness. The store’s design has its own allure, whose eclectic decoration is infused with over a century-old history. Even if you do not plan to buy any tea, you may still enjoy the visit. How Wang De Chuan Prepares Tea Beginning with the first teashop in 1862 to the new store in Taipei in 2002, all tea at Wang De Chuan has always been carefully selected and prepared. Originally, Wang De Chuan used charcoal roasting to bring out the tea’s full taste and aroma. However, over the last hundred years, science has helped us further improve our roasting technology. Today, we begin by selecting the tea. Then, we roast it under ideal temperature and time to fully bring out that particular teas flavor and fragrance. Our roasting process helps us remove the tea’s bitterness and tartness, leaving us with its natural and pure taste.

TEA TIME

Tea Classiﬁcation Traditionally, the Chinese classify tea into six categories, based on infusion colors green, white, yellow, teal, black and red. (What the Westerners consider “black tea” is classiﬁed as “red tea” among the Chinese.)

tea and the rich ﬂavor of red tea. The color of the fermented leaves is green, with red outer rims. Oolong tea from Taiwan is considered the best in the world. The most common teal teas are Oolong (烏龍), Tie Guan Yin (鐵觀音), Wuyi Mountain Rock Tea (武夷岩茶), Oriental Beauty (白毫烏龍).

Green Tea Unfermented. Green tea falls on the opposite spectrum of red tea. The quality of green tea is judged by its delicate aroma. As its leaves remain intact, prepared green tea looks best in glass teapots. The most common green tea are Bi Luo Chun (碧螺春), Tai Ping Hou Kuei (太平猴魁), Yunnan Green Tea (滇綠), Huang Shan Mao Fong (黃山毛峰).

Black Tea Heavily fermented. (It should not be confused with Western “black tea”, which is actually the Chinese “red tea.”) Black tea is made by fermenting mature tea leaves for a long time. Black tea infusion is dark brown, with a unique mellow taste. It is popular among Tibetans and Mongolians, who often prepare it with yak milk and salt. The most common black teas are, Puer from Thousand –year-old tree (千年古茶), Aged puer (陳年普洱), Bai Jhen Jin Lian (白針金蓮).

White Tea Lightly fermented. White tea is unique to China. To preserve their pekoe( down-covered buds), white tea leaves are generally sun-dried or roasted under light ﬁre. Bai Hao Yin Jhen (白毫銀針) is a well known representative of white tea. Yellow Tea 10-12 percent, low fermented. Yellow tea is very similar to white tea, except that its fresh leaves are prepared for a speciﬁc degree of mustiness, giving the infusion a yellowish hue. Most well known yellow teas are Jun Shan Yin Jhen (君山銀針). Teal Tea Half fermented. The teal tea is fermented until the leaves become slightly red, giving it both the fresh aroma of green

Red Tea Fully fermented. Widely known in the West as “black tea”, red tea’s quality can be distinguished from its rich taste, brilliant red infusion, and full-bodied aroma. It is the ideal choice among tea drinkers for making milk or ﬂavored tea. The common red teas are Premium Fong Cing Red Tea (金選鳳慶), Yunnan Red Tea (滇紅), Keemun Red Tea (祁門紅茶). Tea has always had a poetic charm and a sense of exotic mystery attached to it. Each region where tea is grown has added to teas history its own allure, and at Wang De Chuan, all these varieties have one thing in common. They are selectively handpicked with zeal that is characteristic of Wang De Chuan.

CAFE DESIGN

Antica gelateria del Corso Artistic Project from Italian Excellence New challenge from Antica gelateria del Corso that, in partnership with Costa Group, widens own offer on the project Artistic in the development of gelateria and landmark. The new project, placed in historical centers or busy passage, Bari has been inaugurated to in the central piazza Federico di Svevia suggestive frame for the meeting among two marks of Italian excellence: Antica Gelateria del Corso that produces high quality gelato in the great laboratory in Parma, using only selected ingredients such as Italian whipped cream and fresh milk, strong Arabic coffee, Pistachios of Bronte and Nocciole IGP Piemonte and the Costa Group, ﬁrm leader in the ideation and realization of prototypes of places of prestige. “I have decided to save elements from the retrò, that still offers great practicality, as the idea to protect the ice cream in the carapines, able to preserve to the best cold dessert or the idea to use hand-cut ceramic tile counter, splendid aesthetically and that at the same time they recall the idea of cleanliness and freshness of perfume of milk. I have alternated woodwork with the ceramics, the result is a sense of reception and elegance as he/she offered a gelateria of beginning century. The same is expressed in the Antica Gelateria del Corso logo that ideally becomes the liaison among retro taste and contemporary mood” said Franco Costa,

Costa group’s President. “It is in fact the graphics of the logo that has inspired me the iron frame decoration of a glass door that allows us to see the “behind the scenes”, in our case the artisan works in the making of the ice cream. Plus the tasteful contemporary design of the plasma screen, showing the history of the ice cream and its great laboratory in Parma. The place as the old confectioneries and gelaterie, coffee is also welcome, from the ﬁrst hours of the day, accompanied by snacks and other delights; nothing to do in the usual cafe, rather a place from the exclusive taste and I summon together.” Antica gelateria del Corso Puglia, South Italy Design and Furniture: Costa Group Photos: © costagroup.net

CAFE INTERIOR IDEA

Planing & Circulation We introduced the decoration concept to you in the previous issue, and now it is time to put the concept into practice. To decorate a café we don’t only design the image of the shop, but another important element is the floor plan. Making use of the space available is the heart of interior designing to effectively squeeze the most out of your valuable space and also create safe working environment. The floor plan for a coffee shop isn’t far from most fast food restaurants, that is, easily accessed and attractive. The difference is that coffee shops are more flexible and more comfortable in furniture setup, and the walkway should be wider for conveniences and safety. The floor plan for regular coffee shop is divided into 3 main spaces: 1. Staff Area, the space behind the counter, pantry, and storage. 2. Customer Area, all area in front of the counter where there are various activities. 3. Joint Area, the counter, topping counter (for large coffee shop) and restrooms. The allocation of selling space (profitable area) in the coffee shop should be at least 2/3 of the total space, and the non-profitable area, such as storage room, should not be bigger than ¼. The less the storage room the better floor plan you have, so it will be great if you can manage to store everything behind the counter or the pantry, because you then use every inches of the shop as the selling space. Most of the problems occur when the owner forgets about the stock and creates the non-profitable area like storage room. In fact, the area behind the counter can effectively store the stocks, because if you are not serving hot food or a meal then a storage room is not needed. The essential elements for managing the floor plan are the accessibility and the Welcome Approach that will attract customers, not something super natural. These elements will psychologically influence customer behavior, with their own pros and cons, as shown in the diagram in the next page. Secondly, the circulation within the shop. The walkway in the coffee shop should be bigger than other type of restaurant, that is, the walkway should be large enough for 2 people to walk pass each other comfortably, not barely. This is related to safety issue regarding hot beverage, and creates relaxing, non-crowed, atmosphere. The area in front of the counter should also be large enough for people to walk comfortably and safely, and another important issue is that DO NOT place any props on the walkway. 44

CAFE INTERIOR IDEA

Enter/Exit a Person at a Time

2 Person Can Walk by Each Other

Circulation Outside the Café

3 Person Can Walk by Each Other

Circulation Outside the Café

Circulation Outside the Café Circulation Outside the Café

Furniture set up for coffee shop is not ﬁxed like in a restaurant. The furniture should be comfortably placed as if they are in a living room or a lobby. You may use different table sets or sofas as the customers’ activities in a coffee shop are more than enjoying coffee and snacks. They may bring a laptop, read a book, or write a book, so the table and sofa sets should suit their activities. The sets don’t have to be the same sizes or placed in the same way because you can choose different materials or patterns to ﬁt your whole coffee shop.

Piraya Srisouta - a real talented designer in the ﬂesh! Currently, she followed her decorative path to actively work as a designer. She graduatedgraduated from the Faculty of Decorative Arts, Silpakorn University and later used her imaginative artistic skills to design an entire restaurants Apart from her masterwork, She is also a columnist of Home Décor magazine in Home Feature section. That is why CTI magazine will never miss an opportunity to invite this young designer for the new “Interior Design” column.

TEA TECHNIQUE

How to Brew a Perfect Cup of Tea 1

Are you curious if your tea brewing technique is right or not? Even though tea has many benefits for health, it may lose its taste and release some harmful chemicals if brewed wrongly. This issue of CT&I will give you the answer to prepare a cup of tea and perfect your technique. Tea preparation 1. Prepare clean or filtered water and bring it to a boil for oolong tea, but bring water up to 70-80oC for green tea. 2. Add 1 table spoon of tea leaves and pour hot water into the teapot and immediately empty it to wash the leaves and let it bloom. You may pour this first water on the pot or cups to warm them up. 3. Add hot water again and let it sits for 1-2 minutes. 4. Empty the tea into another pot, fill your cup, and enjoy your tea (do not leave tea leaves to infuse longer because it will loses good taste and release bad chemicals that can cause constipation) 5. Tea leaves can be re-brewed 3-4 times, but keep in mind that the whole brewing time should not exceed 6 minutes. Tea leaves preservation 1. Once you open the tea bag, the leaves should be stored in a lead or tin container or tea bag. Tea leaves should not be stored in glass or plastic containers because sunlight and moist will degrade the leaves. 2. Tea leaves should be stored in dry, room temperature, and should not be stored in refrigerator.

www.worldoffoodasia.com /www.thaitrade.com

Your First

Choice

in Asia

12. - 16.05.2010 IMPACT Exhibition Center, Bangkok, Thailand

THAIFEX – World of food ASIA covering

EW! Incorporating N

· Food & Beverage featuring HALAL & ORGANIC Food · Food Catering & Hospitality Services · Food Technology · Retail & Franchise

ste i g e R

World of Halal

International Koelnmesse Pte Ltd Ms Lynn How Tel: +65 6500 6712 Fax: +65 6294 8403 l.how@koelnmesse.com.sg

Thailand-IMPORTERS Expolink Global Network Limited Ms Supaporn Wannaying Tel: +662 640 8013 Fax: +662 664 2076 supaporn@expolink.net

Jointly organized by

Thai Chamber of Commerce

n e n i l on

TRADE SHOW CALENDAR

Hotelex Shanghai 2010 March 29 - April 1, 2010 Shanghai, China www.hotelex.cn

Specialty Coffee Association 2010 April, 15-18, 2010 California, USA www.scaa.org

Specialty Coffee Association of Europe 2010 June 23 - 25, 2010 London, UK www.scae.com

Thailand Retail, Food & HospitalityServices 2010 July 15-18, 2010 BITEC, Bangkok, Thailand www.thailandhoreca.com

Food & Hotel Asia 2010

The Restaurant & Bar Hong Kong 2010

April 20-23, 2010 Singapore Expo, Singapore www.foodnhotelasia.com

September 7 - 9, 2010 Hong Kong Convention and Exhibition Center www.restuarantandbarhk.com

Cafe Biz 2010 & The Australian Coffee Festival

Food & Hotel Thailand 2010

May 2-3, 2010 Randwick Pavillion Randwick Racecourse Sydney, Australia www.cafebiz.net

Seoul Food & Hotel 2010 May 12-15, 2010 South Korea www.seoulfood.co.kr

THAIFEX-World of food 2010

September 15-18, 2010 Siam Paragon, Bangkok, Thailand www.foodandhotelthailand.com

Trieste Espresso Expo 2010 October 28 - 30, 2010 TriestEspresso Expo 5th edition, Trieste, Italy www.triestespresso.it

Food & Hotel China 2010

May 12-15, 2010 IMPACT Challenger, Bangkok, Thailand www.worldoffood.com

November 11-13, 2010 Shanghai New International Expo Centre (SNIC), China www.fhcchina.com

Thailand International Restaurant & Bar 2010

Taipei Coffee Expo 2010

June 23 - 25, 2010 Impact Exhibition & Convention Center Bangkok, Thailand www.thairestuarantandbar.com

November 26 - 29, 2010 Taipei World Trade Center (TWTC), Taipei, Taiwan www.chanchao.com.tw/coffee

TRADE SHOW PREVIEW

Food & Hotel Asia 2010 April 20-23, 2010 Singapore Expo, Singapore With the projected expansion of 82,000 square metres of exhibition space at FHA2010 (Food&HotelAsia), a record-breaking size in the show’s 32-year history. The expansion is the response for the growth of 25% in coffee market in Asian cities over the past 5 years as consumers developed more sophisticated tastes and demand more premium coffee. FHA2010 will be held on 20 – 23 April 2010 at Singapore Expo and is expected to feature 2,800 exhibitors from 70 countries. Exhibiting at FHA2010 are internationally-acclaimed brands such as Baristo by Ebenezer Coffee, Bravilor Bonamat BV, Dilmah Fine Teas & Herbs, Fetco, Gruppo Cimbali S.p.A, Gryphon Tea Company, Santos, Thermoplan AG and WMF Germany. They’ve all made FHA the premier platform to obtain maximum exposure and seek business opportunities. The Asia Barista Championship is back from its spectacular debut at FHA2008 where baristas from 12 countries competed. Spectators can expect another exciting show this year where professional baristas show off their skilful artistry and techniques. For more information please visit www.foodnhotelasia.com

Hotelex Shanghai 2010 March 29 - April 1,2010 SNIEC, Shanghai, China Hotelex had enjoyed 18 years of success and, this year, will host the Hotelex Shanghai 2010. China expects 70 million visitors this year with the Shanghai World Expo and the 16th Asian Games and it’s becoming the tourism giant. As a Featured Show of Hotelex Shanghai 2010, Coffee & Tea China 2010 extended widely and will attract huge number of participants. It is expected to reach 5,000 sqm show area and nearly 100 companies have conﬁrmed their attendance. Hotels, restaurants, entertainment, leisure, etc which are closely related to hospitality industry will also get ready to meet the large market demands. Considering these facts & bright future for the hospitality industry in China, Hotelex Shanghai 2010 will offer a trade platform for manufacturers and buyers to seek high quality and standard equipments, supplies, food & beverages, techniques and services for the entire hospitality industry in Asia. Special Events • The 8th China Barista Championship - Final Competition • British Tea Time For more information please visit www.hotelexchina.com or email to angela.he@ubmsinoexpo.com 50

TRADE SHOW PREVIEW

Thaifex – World of Food Asia May 12-16, 2010 Impact Challenger, Bangkok, Thailand Approximately 1000 exhibitors over 24 countries and over 22 000 expected trade visitors worldwide will participate in Thaifex – World of Food Asia 2010. It is held in conjunction with a new trade fair, the World of Halal from 12 – 16 May 2010 at Impact Challenger, Bangkok. The trade fair features halal and organic, food catering & hospitality services, food technology, and retail & franchise. In addition to industry seminars, a “Best Value Awards for Creative Food Products in Asia” contest and a new professional culinary competition will be organized to promote and recognize creativity and innovation. 14 international group pavilions representing Brunei, Cambodia, China, Japan, Europe, Korea, Laos, Myanmar, The Netherlands, Philippines, Singapore, Taiwan and USA will be present.

World of Halal is held for the ﬁrst time to complement Thaifex – World of Food Asia. Around 100 halal product suppliers and manufacturers will be present at the combined fairs.

For more information please visit www.worldoffoodthailand.com

Eas Take the Taste of Frappe Coffee Easily to A Another Level with Frappease

1. Add coffee and fresh milk

2. Add Frappease

3. Add ice

4. Blend

Frappease will enhance the smooth taste and texture of frappe that won separate into layers. Please be welcomed to try it yourself at

Kerry Asia pacific (Singapore) Tel : +65 62703833 Kerry China (shanghai) Tel : +86 21 54265370 Email : kerry@kerry.com

TRADE SHOW TOUR

Thailand Coffee Tea & Drink 2010 Febuary 18-21, 2010 MCC Hall The Mall Bangkapi, Bangkok, Thailand The 3rd edition of Thailand’s best and largest coffee show, Thailand Coffee, Tea and Drinks 2010, has registered a big success with almost 30,000 visitors from across Thailand and six more countries, approximately 20% increase from last year.

The show features a full range of coffee, tea and drinks products from coffee machines, grinders, beans, syrups and accessories. These products coming from the US, Europe and Asia are well represented by more than 50 Thai distributors.

Exhibitors have claimed to receive more than US$3 million worth of orders during the four-day show, while more than 80% have committed to return to the show next year.

Mr. Kavin stated that today fresh coffee consumption among Thais has continued to increase with an average growth of double digit over the last 3-4 years. This has yet to be combined with more than 14 million tourists visiting Thailand a year.

Mr Kavin Kittiboonya, managing director of Kavin Intertrade Co, show organizer, revealed to Coffee t&i that a total of 29,415 Thai and overseas visitors (USA, Japan, Hong Kong, Malaysia, Singapore and Laos) were recorded between February 18-21, this year. The show was held on a 4,000 square meter space at MCC Hall in Bangkok, Thailand. The number represents a 20% increase from last year of approximately 25,000 visitors.

As such, many coffee manufacturers are placing more importance on Thailand’s and neighboring markets. The 4th edition is scheduled for Febrary 2011. For more information, please contact info@kavinintertrade.co.th, or to view this year’s show click, www.thailandcoffee.net.

BARISTA CHALLENGE

Singapore National Barista Championship 2010 February 25-27, 2010 Suntec City Convention Centre, Singapore

The battle for Singapore’s top barista has been determined at the fourth Singapore National Barista Championship (SNBC), which took place from 25 to 27 February 2010 at Suntec City Convention Centre. The event, which celebrated the consummate skill and artistry of Singapore’s top coffee baristas, required 23 competitors to prepare four servings each of espresso, cappuccino and a signature drink, all within 15 minutes. SNBC 2010 was organised by the Singapore Coffee Association (SCA). Mr. Keith Loh took top spot in a virtuoso display which impressed the judging panel through his combination of poise, conﬁdence and superior coffee preparation skills. Mr. Loh, also owner of Oriole Bar and Café will represent Singapore in the World Barista Championship in June. In addition, Mr. Loh also clinched the champion title in the inaugural Pura Latte Art Competition. In this category, he competed against eight other baristas where they were judged on their skills in pouring steamed milk into a shot of espresso to create a pattern or design on the surface. The seven experienced judges for SNBC 2010 included Head Judge Mr. Justin Metcalf, one of Australia’s most recognised coffee and café consultants. The judges scored the contestants on a combination of criteria including technical proﬁciency, hygiene, presentation, creativity, quality and taste of espresso beverages served.

For more information about SNBC, visit www.singaporecoffee.org.

BARISTA CHALLENGE

National Barista Championship 2010

February 18-21, 2010 MCC Hall The Mall Bangkapi, Bangkok, Thailand

National Thailand Barista Championship 2010 by Thailand Barista Association under World Barista Championship (WBC) ended successfully on 18-21 February at The Mall Bangkapi where 28 contestants battled out their skills. Many visitors witnessed the competition to ďŹ nd Thailand representative to compete in Asia Barista Championship 2010 in Singapore on 20-23 April 2010 and World Barista Championship 2010 in London, England, on 23-25 June 2010. All contestants were equipped with skills and were well prepared for the competition, and ultimately Miss Baowa-

par Naowan from Black Cayon took the champion title for the second consecutive time. The second place went to Miss Sineenart Anuwatanaphorn, the Adelaide barista champion from Australia, and Mr. Witsanupong Liewpracon from Black Canyon took the third place.

For more information please visit www.thaibarista.org or send any enquiries to info@thaibarista.org

CAFE AROUND THE WORLD

Bring Back the Nostalgia with Traditional Thai Coffee Take a break from western style coffee and enjoy a warm cup of traditional Thai coffee that will bring back your precious memories. Just imagine a grandpa wearing white singlet and loose pants calling out to customers to enjoy a morning cup of coffee, asking his customers how they are in the friendly atmosphere as if the customers are his family. You look around to check out the simple and organized wooden shop, framed historic photos along the walls, and the cool breeze from an old fan while waiting. The old man delicately pours hot water through the ďŹ lter bag, creating the aromatic steam that clouds the morning sunlight. All these elements reďŹ&#x201A;ect the traditional characteristics of Thai coffee. Once you have a sip you will recognize its intense and fresh taste, or you can add sweeten condense milk or sugar as you like. Have it with hot toast, Chinese bread, or poached eggs for your perfect but simple breakfast.

Photo by Muanjai

The retro trend is becoming more popular and contemporary coffee shops are bringing back the traditional menus, or use the traditional decoration to add characteristics to the shop and spread Thai culture. Coffee shops in Plernwarn, Hua Hin, and Umpawar are keeping this tradition exceptionally, and even True Coffee and Banrie Coffee are keeping up with this trend. Readers who are coffee shop owners can try applying tradition to the shop to add extra gimmicks and interest to it and the coffee lovers must be sure not to miss out these traditional, yummy menus!

PRODUCT NEWS

The M39 GT: Power and Precision

Mitrphol Syrup

Developed at the Binasco research centre in collaboration with some of the world’s leading coffee experts, the M39 GT represents the new frontier of traditional espresso machines. The popular design of the M39 has been enhanced with materials originally used in the automotive industry. The new shape of the group heads adds an even more hi-tech edge to the machine. The high quality of the beverages made with the M39 GT is guaranteed by Cimbali’s new thermal technology. The machine combines ﬂexibility and thermal stability with the legendary reliability that has always distinguished Cimbali products. For more information please contact Sander Blauw at Sander.B@mycoffeeworks.com or visit www.mycoffeeworks.com

“Mitrphol Syrup”, 100% natural sugarcane syrup is the new way to sweeten your beverages, bakery It also food and add natural sugarcane scent without any additives. The syrup will give you convenience, clean, safe and rich sweetness that last for 1 year and come in 2 value sizes, 180 ml. bottles and 850 ml. bags. This new innovation suits cafés, restaurants and hotels to help your business save time, money, and cost. For more information, please visit www.mitrphol.com

DAO 3 in 1 Sachets

Hario Tea & Herb Tea-phon

Dao 3 in 1 instant coffee is made from 100% Arabica coffee from the Bolovan plateau of southern Laos which is one of the best terrains for coffee plantation. Dao 3 in 1 coffee does not use any aroma additive so you will get the natural aroma and taste of real coffee.

In Europe, herbs are used in medicine and are known to have various health beneﬁts. Herbal teas are gentle to the stressed out mind and body, not only when imbibed, but also its aroma when brewing which also acts as an aromatherapeutic cure. Try mixing your favourite herbs for your own special blend with Hario Tea & Herb Tea-phon. For more information please visit www.harioglass.com

Dao 3 in 1 coffee comes in 30, 18 grams packets package with 3 different blends: Dao original coffee, the original Arabica coffee with smooth taste that suits people who is not a fan of strong coffee, Dao Espresso Coffee, the perfect blend of sweetness and cream, and Dao Turbo Coffee, the strongest blend for the intense taste and aroma. For more information please contact sales@daocoffeethailand.com or visit www.daocoffeethailand.com

PRODUCT NEWS

New! Lemon Nestea with high vitamin C Nestle released the new Lemon Nestea with highvitamin C, an excellent anti-oxidant which helps build up tissue and collagen. It perfectly combines the lemon sweetness with natural aroma of carefully selected tea leaves. Lemon Nestea will give you the refreshment you need in the afternoon or during your lunch. It is very easy to prepare, just add Nestea to cold water and enjoy. 1 package of Nestea cost 5 Baht and makes 2 glasses or you can get the 5 and 18 packages pack at your local convenience store. For more information please contact Nestle (Thai) Ltd.

Synesso Espresso Machine American Synesso espresso machine build its reputation among world class baristas with its ability to brew the coffee to the sweet spot where no other machine can. The brewing process is automated, including the pre-fusion and pressure proďŹ le selection. Its unique Digizone feature will manage the machine power and give you the temperature stability needed in brewing process and its multi-boiler design lets you choose the perfect temperature suitable for the coffee blend used. Lastly, the cool touch steamer is designed for easy steaming, cleaning, and with safety in mind. Each Synesso is hand made and quality controlled by Mark Bernett. If quality, taste, and unique style are something you desire, then Synesso will be your perfect answer! For more information please contact Peaberry Ltd., +6626812333-4 or www.espressofriend.com

3 Easy Steps to Create your Smoothie

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