Coffee t&i 16 ch

Trung Nguyen Coffee: a Taste of Exotic Vietnam in Singapore Seminar Report: The future of Thai Coffee in ASEAN Market Vieng Joom On Teahouse: The Pink Teahouse along Ping River

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Editor Talk

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CT&I Society

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Cover Story

Asia Barista Championship 2010 22

Special Report

Solution for Thai coffee 24

The George Sabados Method

Entrepreneurs vs business owners 26

Chain Update

Trung Nguyen Coffee : A Taste of Exotic Vietnam is Now in Singapore 28

HotBev Welcome the rain with refreshing beverages

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Indy Voice Kaffi :Learn to survive with small coffee shop

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Tea Time Vieng Joom On Teahouse : The Pink Teahouse along Ping River

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Café Design Parabola: create the difference with unique design

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Café Interior Idea How to select beautiful furniture And answer all customers’ needs

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Coffee Technique How to brew “Cool Drip” coffee and its special brewing techniques

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Trade Show Calendar Trade Show Preview

TRAFS 2010 42

Trade Show Tour

FHA 2010 44

A bi-monthly magazine serving the coffee society in Asia Managing Editor Sam Tanadej Kamonchan Editor Sakuntala Samakkeetham 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

Barista Challenge

CBC 2010 46

Product News

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Café Guide

The contents of this publication may not be reproduced in whole or in part without written permission from the publisher

Elektra does not just have the design that fits Latitude 18 concept; it also has the 5 stars quality that suits the Le Meridien

Mr. Wattanar Kaewmano Food & Beverage Manager of the Le Meridien hotel, Chiangmai

“Elektra is not second to any coffee machine in the market. If we want quality coffee we need to choose quality coffee machine. We don’t do mass market business where we just make a coffee when ordered, but we are 5 stars hotel and, of course, the price is higher, so we provide quality down to the quality of the coffee machine. The elegant design of the machine fits well with the interior concept of the hotel, and the machine even attracts some guests to walk up to it�, this is the confirmation from Mr. Wattanar Kaewmano, Food & Beverage Manager of the Le Meridien hotel, Chiangmai, and the user of Elektra coffee machine from Italy for 2 years.

EDITOR TALK

Asian Barista Championship Experience The knowledge platform with more than competition Finally the Asian coffee industry had crowned the official Asian barista champion in April in the Asia Barista Championship 2010 at the Food & Hotel Asia 2010 in Singapore.We had an opportunity to witness and captured every moment of the competition including the backstage where the organizer teams worked and the baristas practiced.

Personally, this is the first time for me to visit the international championship, and I was very impressed with my first experience. I witnessed the determination of every barista on the stage where everyone gave all they have, while it was a different scene in the backstage. Every barista became close friends with one another and sincerely shared their experiences. This is the same with the judges who seem reserved and serious on the stage, but later were relaxed, friendly, and became a friend whom you can ask for advices after the competition.

After the event, I wish young baristas would have an opportunity to experience it once in their life as it will greatly and surprisingly encourage everyone. You must remember not to give up even if you have tried repeatedly, because we believe that true determination will pave the way for you to the international stage. Besides, you have the Coffee T&I team to support and help you with any enquiries. Just send us a letter or an email and we will find the answer for you. We are more than happy to receive enquiries or comments to improve ourselves, and we would like to thank every feedback from the readers that encourage us to keep bringing you everything about coffee.

Sakuntala Samakkeetham Editor pim@blueskybooks.net

หนังสือที่คนรักชาตองมี

““We We open from 6 AM to 3 AM during the ffestivals and holidays. olidays The mach olidays. machine’s hhine’s ine’s got a couple of hours break and it’s up for work again 00-2 000 cups eve eryday with hardly again, making 1,000-2,000 everyday any pause, but the Conti never had any problems” Miss Pai, the young manager of Coffee in Love, the meeting spot for the every tourist who visit Pai, Mae Hong Son, expresses her experience with Conti coffee machine throughout many years of hard work. The staffs and the machine work through the busy new years or the frequent music festivals, selling 1,000-2,000 cups everyday with hardly any break, but the Conti never had any problems. The staffs never have to worry about the Conti breaking down so they can create excellent coffee and spend their time taking care of the customers.

Miss Rintarawat Chodchoi (Pai), the manager of Coffee in Love, in Pai, Mae-hong-son

1, avenue Albert II - B.P.119 - MC 98007 MONACO Cedex - Tel.:(377) 93 10 43 43 - Fax : (377) 93 10 43 44 E-mail : export@conti-espresso.com Websites : www.conti-espresso.com www.conti-spareparts.com

CT&I SOCIETY

COFFEE MASTER postponed COFFEE MASTER, the 24 hours game show for the enthusiastic young manager from the reality show master, Mr. Attapon Na-Bangchang or Boy, and the talented young manager, Mr. Pon Tantasatien. The show searches for young generations who are interested in managing a coffee shop and challenge them through scenarios for the prize of the executive position in a coffee shop. The original game show schedule was from Sunday April 4th to Sunday May 30th, the total of 8 weeks. However, TruVisions has postponed the program until further notice due to the closure of the show location at Central World Department store, Rachaprasong intersection.

For more information please visit http://coffeemaster. truevisionstv.com

“Cold Stone Creamery” The world’s bestloved super-premium ice cream aim to become Thailand’s no. 1 ice cream within five years Central Restaurants Group (CRG) is proud to present to Thai ice cream lovers, the ultimately indulgent ice cream experience with “Cold Stone Creamery”, the super-premium ice cream first served in the United States and now popular around the world. Cold Stone Creamery has won the hearts of ice cream lovers worldwide with its unique concept of custom-creations and a signature serving style featuring electrifying dance moves. Thailand’s pioneer outlet of Cold Stone Creamery opened on March 12 and located on the 6th floor of Central World at the Beacon zone. The 6 million Baht pioneer outlet covers 100 square metres with over 40 seats while five more branches are soon to open this year to target over 60 Million Baht in sales revenue. But its ambition does not end there. CRG is also determined to steer Cold Stone Creamery to reach the zenith of Thailand’s super-premium ice cream market within 5 years. For more information please caontact Panatda at panatdaso@crg.co.th

Starbucks promotes “Personal Tumbler” on Earth Day invest in nestle ice-cream for only 4000 Baht A great opportunity for the new and existing entrepreneurs to increase your income with “Nestle ice-cream”.

For only 4,000 Baht you will receive 30,000 Baht worth of assortments of ice-cream, selling equipments, decoration tools, and sale support for the whole year to improve the income of small entrepreneurs. For more information please contact 02-657-8080 or visit www. nestle.co.th

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Starbucks Coffee Thailand promotes the Personal Tumbler on Earth Day to helps protect the Earth. It invites the customers to bring their own personal cups to reduce paper and plastic cups. This is one of a simple way to help reduce global warming, and Starbucks now have the average of 40,000 personal cups filled per month which is an increase of 30% from last year. Starbucks also give more discounts for the customers who bring their own cups during the Earth Day week, 20-25 April, from 10 to 15 Baht.

In addition to the Earth Day week, 50 Starbucks all over the world gave away free coffee to everyone who brings a personal cup in on 15 April at 10.00-12.00. The promotion attracted as much as 18,000 cups that were filled in 2 hours.

CT&I SOCIETY

World Barista Championship 2010 is coming soon!

The World Barista Championship (WBC) is the preeminent international coffee competition. The organization—founded by the Speciality Coffee Association of Europe and the Specialty Coffee Association of America—focuses on promoting excellence in coffee, advancing the barista profession, and engaging a worldwide audience with an annual championship event that serves as the culmination of local and regional events around the globe.

Baristas from over 50 countries will compete for the honor of World Champion Barista at the 11th Annual World Barista Championship (WBC) in London, England, June 23-25.

The event will also feature efforts to raise awareness. This year, the WBC will be held in conjunction with the Specialty Coffee Association of Europe Conference and Caffé Culture Show, Europe’s largest specialty coffee expo. For more information please visit www.worldbaristachampionship.com

Starbucks promotes “Personal Tumbler” on Earth Day Starbucks Coffee Thailand promotes the Personal Tumbler on Earth Day to helps protect the Earth. It invites the customers to bring their own personal cups to reduce paper and plastic cups. This is one of a simple way to help reduce global warming, and Starbucks now have the average of 40,000 personal cups filled per month which is an increase of 30% from last year. Starbucks also give more discounts for the customers who bring their own cups during the Earth Day week, 20-25 April, from 10 to 15 Baht.

In addition to the Earth Day week, 50 Starbucks all over the world gave away free coffee to everyone who brings a personal cup in on 15 April at 10.00-12.00. The promotion attracted as much as 18,000 cups that were filled in 2 hours.

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

CT&I SOCIETY

The 3rd Season of Carnation Best Coffee Shop This edition of Coffee T&I introduces you to the 3rd season of Carnation Best Coffee Shop, the 1 minute scoop that searches for quality coffee shop around Thailand and introduces you to the nearby tourist attractions in that province. The program takes you around to taste the creative special menu and shows you the innovative coffee shop decoration that creates the charming atmosphere in each shop. Coffee T&I selected some pieces of the program to share with the readers and you can catch it on “Talardsod Sanarm-Pao” every Sunday at 8.15 – 9.00 PM on channel 5.

The show is hosted by 2 food & beverage and brewing

gurus. The first guru is Khun-Chim or M.L. Parson Sawasdiwat (Mom Ing), the food and beverage guru, the host of First Class by Pinto-tao-lek which air on channel 9, and guest guru in Jeab-Aom Citi Dining Guru which air every Monday 8.30 AM on channel 3. The second guru is Khun-Chong or Mr. Sahanun Malee (Tung), the world barista champion trainer and the first Thailand barista champion who is a coffee specialists and a professional coffee roasters.

We chose 2 cool coffee shops in Bangkok for you to try in this edition, and they are:

Interlinear Café You wouldn’t want to miss this coffee shop if you love antique. The Interlinear Café converted the old King Rama 5 era building into a hip café without losing the charm of the past.

Its furniture and props are antique to enhance the whole concept of the café and the building perfectly.

The creative menu “Hazel Ice Coffee” The aromatic cup of coffee with quality non-dairy creamer, Carnation unsweetened condense milk, and the charming fragance of hazelnut syrup. Top with creamy condense milk again for the perfect sweet and creamy cup of coffee.

Interlinear Café Sap road, Sam-Yann, Bangkok Tel. 081-734-4492

Better Cup Coffee A homey and relaxing shop, Better Cup Coffee has its warm atmosphere from the owner’s idea to create a small, homelike coffee shop. The soft color, the use of cute coffee mugs, handmade pillow case, and homemade snacks give the comfortable atmosphere, plus the easy design functions. Each of these elements together add up to be the perfect Better Cup Coffee.

The creative menu “Banana Better Cup Coffee” Banana, syrup, ice, and milk blended to create the thick body, added with aromatic coffee, creamer, and Carnation unsweetened condense milk, then topped with whipped cream and you have the ultimate drink to enjoy.

Better Coffee Cup Pure Place, Rangsit Klong 2, Pathumtanee Tel. 02-549 8963, 081-648-3032

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COVER STORY

Asia Barista Championship 2010 Asia Barista Championship is back in 2010!

Finally the event that everyone waited for 2 years had impressively ended along with the Asia Barista Championship 2010. The second Asia Barista Championship hosted together with the Asian biggest Food & Hotel Asia 2010 in Singapore attracted more visitors than ever.

Asia Barista Championship is an important stage in the search for Asia top barista. All of its competitors are the champions from countries all over Asia, and there were 13 representatives from Australia China, India, Indonesia, Korea, Malaysia, New Zealand, Philippines, Singapore, Taiwan, Vietnam, Japan, and Thailand this year. Only one of these representatives will be crowned Asia top barista.

The competition cannot happen without the cooperation from Singapore Coffee Association, Kerry Asia Pacific (the manufacturer and distributor of DaVinci products), and Singapore Exhibition Services. The aim of the event was to promote barista network and present different coffee culture in Asia, as well as creating a stage for everyone in the coffee industry to share their experiences and knowledge.

“There’re many Asian countries that come to Singapore to participate in such an event; so that they could improve their

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skills as well as to showcase their culture.” Victor Mah, the president of Singapore Coffee Association said.

Another important supporter is Kerry Asia Pacific who brings in creativity and made business an important aspect in developing coffee industry. Mr. Jeffrey Dutton told us frankly that, , “The reason why we support competitions is DaVinci believes that baristas are important in growing average coffee to specialty coffee, so the more barista is trying, the better we get, and the more they compete, the more they’re trying.

What happens is the level of the expectation on the barista keeps rising, the coffees they serve are much better, and the consumers enjoy the products more. We understand that for the competitors to be here; they probably compete against 50-60 people who are excellent at coffee to get the right to compete for their countries.”

The qualifying round took place on the morning of April 21st among the excited competitors from many different countries, the judges, and the visitors. The host greeted everyone to clear up the tension and created a more relaxing atmosphere, but it was the start of the trilling qualifying round which the contestants used every second to make sure that they get through to the final round where only 5 of the

COVER STORY

13 contestants will get through. The qualifying round was hosted by Mr. Carl Sara, the first champion of Asia Barista Championship, who entertained the audiences and fed them fun coffee knowledge at the same time.

“This year, we had our previous champion, Carl Sara from New Zealand, to host the championship. Carl was able to introduce his know-how and humour into the proceedings which made the spectacle much more meaningful and enjoyable for the audience.” Ms Ting Siew Mui, Project Director of Lifestyle Events, Singapore Exhibition Services said.

The rules and regulations used at the competition are the international standard, consisting of 7 judges including 4 taste judges, 2 technical judges, and 1 head judge. The job of the head judge is not to judge the contestants, but the head judge will oversee the whole competition and set the standard for fair judging. All contestants had 45 minutes that are divided into 15 minutes of equipment preparation and table decoration, 15 minutes of coffee making and presentation which was the most important 15 minutes, and then 15 minutes of cleaning.

The competition required contestants to make the total of 12 cups of coffee including 4 espresso, 4 cappuccino, and 4 cups of their signature drinks. The 7 judges gave scores to each contestant on the coffee taste, presentation, technique, and for the impression made on the judges.

The most important element that every contestant must take extra care was the rules and regulations that the contestants needed to carefully read in the manual. One of the judges, Tung-Yuan Lin, expressed that, “You must know the competition rules. Some contestants in this competition do not know the rules and that made them miss valuable opportunity.”

All baristas, their supporters, and even we were very excited when the time for the long waited announcement of the qualifiers came. The supporters were all cheering for their baristas and the five qualifiers were Mr Chang Hung Chuang or Joe from Taiwan, Ms Benyapa Naowan from Thailand, Mr Takayuki Ishitani from Japan, Mr Luciano Marcolino from New Zealand, and Mr Keith Loh from Singapore.

All 5 qualifiers were committed to show all the skills they have trained and used every strategies to impress the judges.

Joe was one contestant that made a big impression by appearing in his national costume on the stage of the final round where he disappeared for a while at the meeting between the contestants and the judges to discuss the competition.

Mr Victor Mah explained to us as a judge that, “25% of the rules and regulations, as I said, emphasize on the cultural aspects of each country and coffee culture. So that’s why we try to emphasize more of it. The other part is making espresso

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COVER STORY

and cappuccino, because in Asia, different countries drink or prepare espresso and cappuccino a bit differently. For instance, for cappuccino, the temperature of the milk varies from country to country; like in Taiwan and Thailand, the milk is a little bit lower in temperature at 55 degree, while in Singapore and maybe in Japan, they like their cappuccino’s milk to be hotter. And similarly for the espresso, some countries pull a shorter espresso more to as a ristretto. This is something that we have to look at more.

Different countries have different interpretation and how they do their espresso and cappuccino as it reflects their coffee drinking style.”

Ms Ting Siew Mui added her comment, “The Asia Barista Championship 2010 saw the addition of a new judging criterion – the Cultural Presentation. This allows the competitors to further inject creativity and personality into their presentations and bring forth the qualities that identify the country and region that they are representing.”

Another impression from the baristas that made us smile and respect their efforts is the attempt to communicate to the judges, and the visitors with English as many of the baristas do not use English in their everyday lives. Some baristas are not fluent in English but they try hard to communicate what they want to present to everyone as much as they can, and this really made an impression on us.

We had an opportunity to talk to all baristas on the stage and found that the fierce competition we see on the stage where everyone show off their best technique is nowhere to be seen on the backstage. Everyone is a good friend to each other and can exchange their ideas like a family when they were not competing. If you are reading this and you are a barista who has not been on a stage before, then we advise you not to get discouraged, because you can be on that stage if you are determine and constantly develop yourself.

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COVER STORY

Mr. Justin Metcalf, ABC2010’s Head judge advised that, “I’m sure that there’re many countries that they and I should have met by now as they compete. I think the comradeship of the Asian baristas, if you’ve spoken to the baristas before, they interact with one another; they learn of each other. It’s a little daunting to get up on the stage and compete, but I’d say that as you develop as a person, been out to get up and talk to people, share your passion for your product, it’s one of the great experiences you can have. The baristas should use the opportunity to network with people. That’s obviously how I’ve been now invited to many countries to judge coffee. And basically, you do step away with the much better understanding of the coffee and the people that involved in.”

We are sure that all baristas prioritize the importance of developing the knowledge, skills, and experiences above the title and prize money. Nonetheless, we would like to congratulate the winners and every baristas who competed

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on this stage, and thank all supporters who made the stage for Asian baristas show their potentials to the world possible. We hope to see everyone again and wish to see more baristas from more countries in Asia, competing on this stage in every year.

The Winners Champion – Mr Chang Hung Chuang, Taiwan 1st Runner-up – Ms Benyapa Naowan, Thailand 2nd Runner-up – Mr Takayuki Ishitani, Japan Best Blended Signature Beverage – Mr Chang Hung Chuang, Taiwan Best Espresso – Mr Scott Callaghan, Australia Best Latte Art – Mr Luciano Marcolino, New Zealand

COVER STORY

Barista Champion’s Experience

Chuang Hung Chang from Taiwan, Asia Barista Championship 2010 Champion Early barista life I love to meet people, love to see their satisfactions, and their smiles. I’m both a barista and a chef at my coffee shop, and the reason I love cooking and the coffee is solely because of the customers’ smiles. Their smiles are the important inspiration for me for the past 11 years.

Previous Taiwanese competition I tried my best and finished as the first runner up at Taiwan Barista Championship 2010. I competed in the national com-

petition for 6 years and I would like to advise other baristas to know what you are fighting or competing for, because it is very important.

ABC 2010 Preparation Taiwan Barista Championship 2010 winner goes to compete in the WBC while the first runner up competes in the ABC. I prepared myself for this competition by making time for practice at midnight to 2 AM, then wake up at 11 AM to work for 8-9 hours. It is truly a long day.

How do you feel after winning the ABC 2010 I couldn’t believe it. I didn’t get a chance at WBC so I did everything I could and tried my best on this stage. I think every competition offers new knowledge to be learnt whether you lose or win. I learnt something every time I didn’t win a competition, and I am very happy about the result of this competition.

Advice to junior baristas You must know your energy and inspiration source. I get to meet people, see them smile, I want to make people around me happy, and I’m willing to fight for it.

Benyapa Naowan from Thailand, Asia Barista Championship 2010 first runner up Early Barista life I started at Black Canyon (Thailand) Ltd. in 2005 as a manager. I had to learn everything including cashier, kitchen, the service, and what caught my attention since the first day was the coffee machine. I wanted to use it as it should be fun, and before I had a chance to use that coffee machine, I attended the company’s basic barista course. Black Canyon organizes a course every month to keep the house standard the same in every branch, and I had a lot of fun in these courses. I was very determined because I wanted to go back to the shop and use the machine which I later know it as an “espresso machine”. I had fun with every cup of coffee I made every day, but I was still a manager, not yet a barista like nowadays.

Previous Thailand competition There was a lot of pressure, because becoming a champion is

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hard, but keeping the title is harder. I had a lot of practices; I did a lot of researches, and learnt the mistakes I made last year to minimize any potential mistakes. It was a relief, happiness, and the dream when I knew I won and I have protected

the title.

together for 4 days, and now I have more barista friends from 12 different countries.

How do you feel about ABC 2010?

Advice to junior baristas

The competition was fun. The organizer planned the competition very well, and all of the baristas were taken care of superbly. There were baristas from 13 countries and everyone had to stay in the same hotel. Each room was shared by 2 baristas, and we all did activities, attended parties, and travel back and forth together. We got closer from doing everything

First of all, you need a clear goal and have someone you admire for your spiritual inspiration. Do as much research on the competition as you can, including the score card, rules and regulations, and the competition in the previous year. You should observe the development of other baristas and find out who the judges are so you can plan your training for develop-

Takayuki Ishitani from Japan,

Asia Barista Championship 2010 second harder runner up and with more discipline. ment and the competition.

Advice to junior baristas

Early barista life It started 4 years ago when I became interested in coffee after reading a lot of coffee magazines. I love servicing job and used to work in a beauty salon before pursuing the barista career. Now I work at ANNIVERSAIR CAFÉ 12 hours a day and every day I work is another day of new endless discovery.

I want everyone to enjoy the work and be happy in everyday,

How do you feel about ABC 2010?

I learnt greatly and had a lot of fun from this competition and the competition in Japan. I trained 2 months in advance by concentrating on my signature drinks and English language.

My perception about barista changed after the competition where I met many baristas. I found out that there are many things I need to learn more, and I am quite disappointed in the result as there were some mistakes. I have to practice

After Party

Latte Art Competition

Coffee T&I had a great opportunity to capture the warm and fun backstage atmosphere that we love to share. The party after the competition was filled with fun baristas who can now just be themselves, creating our memorable night.

The atmosphere of latte art that was competed cup by cup by each barista on the last day of the event. The baristas were divided into 2 teams and the barista with the highest score in each team fought head to head in the last round. Even though we call it a competition, everyone was cooperating well and had fun. There were a lot of encouragement and playful teases among the baristas all the time, and everyone was in the relaxing mood. Finally, we had the finalists who were both Thai girls, and the triumphant in this competition was Miss Benyapa Naowan!

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SPECIAL REPORT

Solution for Thai coffee From “The future for Thai coffee in ASEAN market” Seminar coffee is barely enough for domestic consumption, the FTA agreement allows the produces from many different sources to be imported more freely and in more quantity, and this could result in the lost in foreign trade balance.

Since January 1st this year, the government approved the tax reduction of coffee import and export in the ASEAN Free Trade Area treaty. The reduction saw the raw coffee beans import tax down to 5%, and instant coffee import tax down to 0%.

The previous issue of Coffee T&I presented the trend of Thai coffee through the perspective of the market giants. Although the entrepreneurs see the survival and growth of Thai coffee in the midst of increasing competition, but we cannot deny that there are worries in the future of Thai coffee as a whole, particularly the coffee farmers who will be directly affected.

The next question after the influx of foreign coffee is, will Thai coffee survive? Since the trend shows that low production of Thai coffee may not be able to compete with foreign coffee price, particularly Vietnamese coffee. Vietnam is our main rival and is the leader in the export of Robusta coffee.

This issue of Coffee T&I will present you with the perspective of academicians, chairmen from different associations, and specialists with long coffee industry experience through the report from “The future for Thai coffee in ASEAN market” seminar. The seminar took place in the Thailand Asean Coffee & Tea 2010 on March 27th at Mahisorn Hall, Siam Commercial Bank headquarter, to identify the aspects that may reinforce or change the mind of our readers who are following the situation closely.

“Vietnam has the unique way of coffee plantation. Their plantation gives high yield because they focus on single plantation with selected coffee strain, high usage of chemical fertilizer, and water during the draught. Last year Thai coffee yielded 145 kg per rai, while Vietnam produced the average of 400 kg per rai, and it cost us 42.50 Baht per kg while Vietnamese coffee cost 30 Baht per kg. Hence, we can really see the advantage they have above us”, Mr. Tarid Kunarson, the representative from Quality Coffee Products Ltd., said.

The important question is why ASEAN FTA worries the coffee industry so much?

Even though Thailand is disadvantaged in term of coffee yield, Mr Marnop Hantewee, the agriculture expert from The Royal Agriculture Research Centre, Chiangmai, sees the weakness of Vietnamese coffee.

From the previous issue, the readers may know that Thai coffee price is quite high before the start of FTA agreement. This is due to the steady growth of domestic consumers up to the point where Thai coffee is insufficient to support the demand, resulting in large number of imported coffee. While Thai

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“The quality of Vietnamese coffee and Thai coffee is very different, whether in term of coffee bean size consistency or the

SPECIAL REPORT

damages during the production process. Vietnamese coffee is 3 times more damaged than Thai coffee, and the more important element is the coffee oil is also less”, and we can use these advantages that Mr. Marnop mentioned as an opportunity for Thai coffee.

Moreover, coffee cultivation areas are being overwhelmed by other plants such as Oil Palm and rubber trees, especially for Robusta coffee. Most farmers cannot survive by solely relying on coffee as it does not return high profit, so they turn to other economic plants, particularly oil palm and rubber trees as they give higher returns than coffee. This small profit causes farmers to move along to plants with higher profit, leaving Thailand with only large-scale farmers who are truely passionate about coffee and hope to develop Thai coffee industry.

The solution for the problem needs the cooperation from all sectors, including government, entrepreneurs, traders, consumers, and farmers. Everyone involved must not ignore the trend mentioned above that may occur to Thai coffee. It is true that the worst falls onto the coffee farmers and the other sectors benefit from the ability to import more variety of coffee to improve their products. They can provide more options of the lowest to the highest grade of coffee at the lower price, but if everyone leaves the problem to the farmers alone, they will not be able to withstand the incoming wave.

“I’m worried that Thai coffee will be extinct. If we don’t prepare well, don’t improve the structure, don’t improve the coffee yield, or don’t develop a mechanism to control coffee import, then the problems will fall onto our famers. The main problem is the cost of production, and Thai coffee won’t have a future if all of us don’t support it”, Mr. Prayoon Songpraserd, the chairman of Thai coffee farmer, stated.

Mr. Bhandit Mongkolweerapan, the director of The plant economics research of the Office of Agriculture Economics, agrees on this point that, “If the government and the private sectors don’t act now, Thai coffee farmers will disappear in 5 years, because the oil palm and rubber prices are increasing every year”.

What can we do?

For the government sector, Mr. Pratueng Jantaphan, academician specialize in commerce, explained the measures to help Thai coffee industry goes through this heavy crisis, “The first measure will be public health related. We can’t import everything into the country, because it has to be under the condition accepted by every party. The imported coffee must go through disease and pest control by official inspection to keep everything on the standard.”

“Another measure is the protection measure. We have the law to control the quantity of imported coffee and a system to

track the coffee. The Custom will be monitoring how much coffee is coming in so we can fix the rising problem early. The coffee will be monitored all the time to keep the balance between farmers and entrepreneurs”.

“We also have the fund from the Department of Foreign Trade for Thai industries to adapt with the FTA, and now we have around 40 million Baht for any affected businesses to apply for.”

The development of farmers’ skills is also very important. Mr. Prayoon suggested that, “We shouldn’t just set a budget to help the farmers when the problems arise. Instead, we should educate them about production quality and increase the yield per rai to decrease the cost. We should take this very seriously, continuously, keep track and evaluate the results, and really help them, not just give them the fund. We should promote the understanding to create sustainable living for them.”

Mr. Michael R. Manh, the director of Integrate Development for Highland Tribes Project and the representative of Arabica coffee farmers in Chiangmai, added that, “Our project is helping the villagers who can’t survive on their own by teaching them planting, harvesting, and other important techniques, especially organic plantation which reduces chemical and cost, resulting in more profit for the farmers. If we don’t teach them this, our coffee taste will be below standard and won’t sell in the market.”

The entrepreneurs must also help Thai coffee industry as well.

Ms. Kannikar Chinprasitchai, the marketing director of Black Canyon Ltd., spoke of Black Canyon’s effort to use the charm of Thai coffee and took it to the world market that, “Most of our ingredients are the Arabica coffee from the northern royal projects. Since we are Thai brand and we see the charm, quality, and the taste that Thai people loves, that’s why we buy Thai coffee that is roasted in Thailand and packed for domestic and foreign market. You can be sure that we fully support Thai coffee.”

In addition to the support from the entrepreneurs, the consumers should pay more attention to the unique characteristics of Thai coffee. Mrs. Waree Sodpraserd, the chairwoman of Coffee Import and Export Association, gave an opinion on Thai coffee future that, “As an association that is familiar to the trade industry, we are sure that Thai farmers can survive as the competition had always been there whether there is FTA agreement or not. It is now the matter of how we compete in the market.”

Although there are many experts’ opinions on the future of Thai coffee, but the same question still remains to be answered by everyone involved in the industry…

23

GEORGE SABADOS METHOD

Entrepreneurs vs business owners The role of the owner is to provide the skills or purpose to employees and infuse a results-driven culture into the business.

know it intrinsically – and this consummate confidence is obvious to staff and customers alike.

A businessperson who is an entrepreneur can generate purposeful action within their business whether or not they are physically present. Entrepreneurs focus on the business. They can, with a couple of phone calls, generate income. They lead, inspire, and generate purpose amongst staff. They do not need to work in their business, but may choose to do so.

Of the remaining 99% of business owners – the ‘average’ business owners, there are two main types. They are:

Ultimate café owners are entrepreneurs. They understand: • Who is responsible for every result within their business – they are.

• That their business is all about them – physically, mentally and spiritually – but does not mean they have to be in it 24/7.

• That business is energy – vibrations must be positive and strong.

• The difference between effective actions and efficient actions.

• The power of leverage (Pareto’s law).

• That there is no such thing as competition (certainly not at the top 1%) – they create their own outcomes.

Ultimate café owners I have worked with have certain common traits. They: • are willing to listen in the first place, and accept instruction.

• possess an enquiring mind • are always prepared to take on more • work on becoming or being positive • are not aggressive, but solidly confident when going about their business – unassuming and humble would be another description What’s more, despite the overwhelming numbers of coffee shops and cafés, there are very few of them around – only 1%.

This is great news for you, since it will be rare indeed that you will set up your business next to one. You have a 99% chance of locating yourself next to the ‘average’ performers who are no competition at all. Capturing the market from them is as easy as a turkey shoot.

The traditional picture most people have of an Ultimate businessperson is the Lt. Colonel George Custer model – the type who brandishes his sword and wildly throws himself into the fray! Someone who is aggressive and loud, who sounds like they know what they are talking about, and who generally likes the sound of their own voice.

This picture could not be further from the truth. Ultimate café owners always strategise and plan before taking action. And when they do act, it is in an organised and timely manner.

They command respect because they are the business – they24

1. The business owner who needs to be in their business simply because nothing will happen if they are not. Some characteristics which identify them are the following: • Things will fall apart if they step out. While they may be deluded into thinking that they are a businessperson, in reality they are simply another, albeit more glorified, worker in the business. My exposure to businesses across the globe has taught me that the majority of owners feel and act this way.

• They fight hard every day just to keep up with the myriad of tasks thrown at them from morning to night, always fighting rear guard actions, rarely feeling like they are on top of things.

They feel as if they merely hold down a job, and a pathetic one at that.

• They are the first ‘worker’ in and the last ‘worker’ out. They are very quick to blame everyone (mostly staff) and everything (mostly other competitors and the state of the economy) for their mediocre results.

• And because they feel and behave this way (precious little positive energy), so do their workers. You can feel it immediately as you step into their business. No wonder that most employees do just enough to get by. In fact, it’s all they can manage under the circumstances.

• They get used to only ever achieving ‘average’ results, and come to believe it is all they can expect.

2. The owner who abrogates their responsibilities all together, and expects their business to operate by remote control. This type of owner is possibly the most toxic to a business. These are some of their characteristics:

GEORGE SABADOS METHOD

• The majority are happy to spend hundreds of thousands of dollars on a reasonably successful business, expecting the status quo to continue without direction or input. To me, they have ‘more money than sense’.

• They put managers in place – dramatically increasing the operational expenses of their business without setting in place a sales growth strategy to counter this.

• They fail to make decisions in a timely manner, and when ultimately forced to, expect immediate positive results – because so much of their money is ‘on the line’. In many cases, when their expectations are not met, they explode into tantrums which two-year-olds would be proud of.

• Sure enough, within a short space of time, sales slump.

Their business becomes a mere empty shell and they degenerate into a state of despondency and pessimism. They claim they tried everything but nothing worked!

For these businesses, moving beyond customer expectations is just not possible. Becoming an Ultimate business requires being on top of every little detail. It is about creating a proactive culture which can only happen if you are free of the daily minutiae of business.

If you happen to be sick of not being able to leave your business (even for a day!) and constantly worry about something going wrong, or you are simply sick of feeling like your business is not getting ahead, all is not lost. It is never too late to take the focused and purposeful action needed to transform your business!

redundant in your business. Over time you free up more time to work on your business. And practice makes perfect – the more time you spend working on your business, the more time you end up having.

Consider the following analogy. Before you can captain a team, you must first become the best player, not just physically, but tactically. Only when you lead your team to a number of victories can you contemplate ‘retiring’ as captain and becoming a coach. The coach of a team is not required to run onto the sporting field, but they are responsible for the training and on field results of the team. Everyone seems to know this about sport. I am encouraging you to think this way about business.

Your job is to become the ‘coach’. And only when you work on your business, not in your business, will you have achieved this. That said, there is no shortcut to getting there. It is the price you have to pay if your aim is to become an Ultimate, rather than an ‘average’, business owner.

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.

Wanting mastery over your business will eventually see you 25

CHAIN UPDATE

Trung Nguyen Coffee A Taste of Exotic Vietnam is Now in Singapore They can see a market potential in this, they also said “Since we are Asians, we can become a coffee brand that represents the East. And we can proudly say to let the coffee of the west meets the Coffee of the East”.

Vietnam, being the second largest coffee producing country in the world, is a big stage where international coffee giants compete. Trung Nguyen, whilst maintaining our humble and authentic Vietnamese taste, had triumphed over this competition.

Visions of the East

Trung Nguyen Coffee is made of coffee beans cultivated from the red basaltic soils of Buon Ma Thuot highlands of Vietnam, the world’s second largest coffee producing country. The basaltic soils are from the spilt of volcano 160 million years ago thus, adding fertility to agriculture. Likewise, their plantation uses organic instead of chemical fertilizers, to ensure their consumers get the best ecofriendly product.

Coffee of the East Trung Nguyen does not just make coffee. They make Coffee the pride of the East.

Coffee harvesting and export is an important source of livelihood in Vietnam.

There are families who devote their entire life in the cultivation and harvest of coffee. Their lives revolve around agriculture and coffee making, they were brought up by coffee, they live by coffee, educated by coffee; and coffee is lifeblood to them.

In Vietnam, coffee represents not only as provisions to people; it is also their passion for life. It stands for values and

26

kinship, family and community, contribution to society, the struggle for fair trade, more importantly, it represents the country’s pride.

They aim to position Trung Nguyen brands as the ‘Coffee of the East’. They said, “If you are asked to name a coffee brand, you would probably think of some Western names. Well, this is natural since whilst tea drinkers are more dominant in Asian countries, coffee is a more common choice in several Western countries. Other than having major coffee producers in the West, like Brazil, there is more branding, process technology and industry development initiated by our western counterparts.

The coffee world is dominated by Western brands; they are everywhere when you eat and everywhere when you shop.

Also, with the successful penetration of Western-styled cafés, it is natural for us to recognize coffee drinking as a Western thing and an up-market lifestyle.

Likewise, even though, there are coffee brands that are designed and brewed in a unique Asian way, no one has been quite successful in walking the international runway.”

In 1996, Trung Nguyen started out as a small coffee grounding factory in the suburb of Vietnam. Their mission was to produce coffee with sincerity and joy.

Bearing this in mind, their end products reflect pure bliss and vigor, which won over the hearts and taste buds of consumers.

In just two short years, Trung Nguyen Coffee over took the sales of Western coffee imports. By the turn of the millennium, they’ve opened 100 cafés in Vietnam. By 2004, Trung Nguyen’s ground and instant coffee products had captured the largest share of the coffee market.

CAFE DESIGN

Trung Nguyen Coffee Café Imagine a quiet, lazy Sunday afternoon whilst you lounge around a cool and relaxing café with some good friends as you enjoy your favorite brew. A truly great day, isn’t it?

Now imagine at the end of long, hard day in the office after breaking up with your steady and gaining a few of pounds over the weekend, whilst alone in a cozy corner sipping your rich and satisfying cup of traditional drip coffee. Hmmn, still a great day, right?

For most of us, it may be the worst of days or the best of times, but as long as we have our beloved brew with us, life is great indeed. Not the fancy logos.

Not the cool names, nor the hunks and babes that sit next to you. It’s the coffee that matters. It’s the passion in a cup.

Coffee Matters With a simple belief that ‘coffee makes the world a better place’, Trung Nguyen Coffee Café, has faithfully kept the zeal whilst opening more outlets providing venues for coffee lovers in Singapore to meet and share their passion.

The cafe is cozy and relaxing with a hint of the Eastern elements. You can trust on friendly service and the unique Asian

charm and hospitality, comfy seats, soothing music and great ambience. It is a café that proudly features everything great in Eastern culture whilst maintaining the convenience and luxury that the West provides.

But the one thing that matters here is the essence of it all - the coffee.

Coffee Like No Other Trung Nguyen Coffee exists with one mission in mind, ‘to link together coffee lovers worldwide supplying them with the fuel that brings forth creativity, harmony and sustainable development.’ This conviction ensures that they will always aim to put in your cup the only the best coffee they can serve you. They said “We only offer great coffee like no other”.

But the story does not end with a single cup. The café also offers different cups and flavors for varying tastes and preferences. They have the traditional drip coffee with varying intensity and taste providing the perfect high for serious coffee lovers. They have the cool, iced coffee with condensed milk when you long for the exotic coffee taste that refreshes. Or you may indulge in espresso based hot and cold beverages for the usual quick caffeine fix.

Whilst coffee is king here, they also have a lot of other items to complement the brew. Cakes and pastries completes your experience but watch out soon for the authentic Vietnamese baguette sandwich, a true feast that is filling and great tasting yet, healthy.

The Café

At Trung Nguyen Coffee Café, they make sure that you have a great cup of coffee and everything that goes with it to turn your day around. They are located at: 1. Marina - 6 Raffles Boulevard, #01-09 Marina Square, +65 6337 6017 2. Liang Court - 177 River Valley Road, #02-34/35/36 Liang Court Shopping Complex, +65 6837 3314 3. Airport - No.025-02B Departure/Transit Lounge East, Changi Airport Terminal 1 L2, +65 6543 1680 4. The Heeren - opening in third quarter

Trung Nguyen International Holding Pte Ltd 205 Henderson Road, #07-02A Henderson Industrial Park, Tel: +65 6377 4067 Fax: +65 6377 4069 email: cs@ trungnguyen.com.sg Trung Nguyen coffee also offers franchise of the café under the ‘Trung Nguyen Coffee’ brand. Trung Nguyen is pronounced as ‘Chung Wing’.

27

HOT BEV

Welcome the rain with refreshing beverages The blazing hot summer is passing and light rain is starting to drop from the sky to freshen up everything and lives begin again. This edition of CTI brings you refreshing beverages that will keep you relax throughout the rainy season.

Creamy Vanilla Latte Relax in a window seat on a light day with a warm latte made from the infusion of sweet and aromatic senses of vanilla and caramel. Its mellow taste will help you relax and enjoy the rest of your day.

Caramel Sauce into 8 ounces cup.

Ingredient 2. Mix a shot of espresso into the cup.

1. Espresso 30 cc.

3. Steam the pasteurized milk and 2. DaVinci French Vanilla Syrup 7.5 cc. filled the cup.

3. DaVinci Caramel Sauce 5 cc.

4. Top the cup with milk foam and 4. Pasteurized milk 180 cc. serve.

Directions

1. Measure French Vanilla Syrup and

Pink-berry Soda Packed with berry flavours and garnished with pieces of fresh fruits. This drink is sure to freshen up your day.

Ingredient 1. DaVinci Cranberry Syrup 25 cc.

2. DaVinci Strawberry Syrup 10 cc.

3. Soda 150 cc.

4. Ice 16 oz.

Direction 1. Measure and mix Cranberry Syrup

Choco-nut Latte Enjoy western style coffee with the intense creamy and sweetness that Thai people loves. Choco-nut latte goes very well with biscuit with its taste of strong white chocolate.

Ingredient

Direction

1.

2.

3.

4.

5.

1. Measure and mix espresso coffee, milk, and Hazelnut Syrup in separate glass.

2. Measure White Chocolate Sauce into the serving glass and fill with ice.

3. Fill the glass with the coffee mixture and serve.

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Espresso coffee 60 cc.

DaVinci White Chocolate Sauce 30 cc.

DaVinci Hazelnut Syrup 15 cc.

Pateurized milk 120 cc.

Ice 16 oz.

and Strawberry Syrup in a separate glass.

2. Fill the serving glass with ice and pour the mixed syrup in.

3. Fill the glass up with soda, garnish with fresh strawberry then serve.

HOT BEV

White Crispy Frappe’ Ice-cold frappe that lets you add cereals or any grains to suit your taste. It will be as good as coconut ice-cream for the health conscience.

Ingredient

Direction

1. DaVinci White Chocolate Sauce 30 cc.

2. DaVinci Hazelnut Syrup 15 cc.

3. DaVinci Frappease Powder 2 tbsp.

4. Frappe milk 15 cc.

5. Pasteurized milk 90 cc.

6. Cereals or grains 7. Ice 16 oz.

1. Mix everything into the blender (except the grains for the finishing touch) 2. Blend the ingredients well and fill 16 ounces glass, decorate then serve.

Cocoa Butter Experience the sweet touch of chocolate with a little rum to add an extra taste to the drink that chocolate lovers must not miss.

Ingredient 1.

2.

3.

4.

Chocolate Sauce 5 cc.

DaVinci Butter Rum Syrup 10 cc.

Cocoa powder 2 teaspoons Pasteurized milk 180 cc.

Direction 1. Measure Butter Rum Syrup and Chocolate Sauce into 8 ounces cup.

2. Measure the cocoa powder and dissolve in hot water, then mix in the cup.

3. Steam the milk and fill the cup up until nearly full, then stir to mix the ingredients well.

4. Top the cup with milk foam then serve.

Evergreen Soda Nothing beats the beverage with the flavor of fresh fruits in this refreshing season, especially the fresh taste of green apple with the lively sense of lemon. This drink is guaranteed to freshen you up from the first sip.

Ingredient

Direction

1. DaVinci Green Apple Syrup 25 cc.

2. DaVinci Lemon Syrup 10 cc.

3. Soda 150 cc.

4. Ice 16 oz.

1. Measure and mix Green Apple Syrup and Lemon Syrup in a separate glass.

2. Fill the serving glass with ice and pour the mixed syrup in.

3. Fill the glass with soda then serve.

29

INDY VOICE

Kaffi Learn to survive with small coffee shop Although opening a coffee shop is not hard and does not require a lot of investment for it to appear, but if it lacks attention and market strategy to build up a strong brand, it will be very difficult to compete in this highly competitive market. Coffee shops that popped up in numbers may easily be gone in a blink, especially small shops with fund limitation, unsuitable location, and the overwhelming pressure from large coffee chains. Therefore, small coffee business is quite a risky business. Even so, a suitable management and the passion in coffee can drive small coffee business to grow continuously.

Kaffi is an excellent example of small coffee business. Miss Patpicha Santiworrawut has been passionate about opening a coffee shop for a long time, and an opportunity came with the coffee boom 3-4 years ago. She attended coffee courses and extended her coffee experiences by helping out other cafés, and eventually got a chance to open “Kaffi”, which is Swedish word for coffee.

Kaffi was divided into 2 sections in the beginning, with the back section as the office and the front was for take-away coffee. The decision to use half of the space for take-away coffee was because the shop was not yet known among the

coffee lovers, so Miss Patpicha chose to target the mass market, which is the different target to other coffee chain.

The coffee was priced at 25 Baht for a regular cup and 30 Baht for large cup. At this price, the profit was not much but this strategy, which had to be used with cost control and sale calculation, attracts a lot of customers.

Miss Patpicha uses the advantage of small coffee shop that can quickly adjust to the customers’ needs. The customers are constantly asked about the coffee taste to create the shop’s special recipes. This strategy is very effective as the special drink will sell itself and the customers will talk about it, resulting in the growth of the shop from a single shop at IT Square to 4 more branches at Normjit market, JJ Mall, Petchburi Soi 5, and Ayudtthaya Park.

Apart from the mass market strategy, it is wise to run an extended business together with selling coffee to average the sale and attract more variety of customers into the shop. Kaffi also offers simple meals and Honey Dew homemade ice-cream from Miss Patpicha’s brother. This strategy can help.

Staff training is necessary in running a business, especially when there are many branches, the shop owners will find it impossible to manage everything themselves. Therefore, it should be circumspectly administrated, advertent, and the staffs must be well-disciplined and maintain the coffee taste and quality standards. Particularly, in small coffee shops with little space, training the staffs to work efficiently helps decrease work processes and gives the customers instant services. At Kaffi, Miss Patpicha trains her staffs to brew coffee with particular recipe and instructs them several services before transferring the well-trained staffs to other branches so that they can help promoting the shop as well.

Lastly, Miss Patpicha advises anyone who is thinking of opening a coffee shop that, “From my experience in running a coffee shop, the most important thing is we should have our ownrecipe as it helps attracting the customers to use our service. If our recipe is similar to others, the customer can go to any shop. Today we have our own recipe and the regular customers know the differences, and that is why they usually visit our coffee shop”

30

What are the differences between DaVinci and other syrup’s brands?

DavinCi Gourmet

Other Syrup’s Brands

The first syrup specially produced for coffee

Most syrup is produced for cocktail or cold drinks.

Many alternative flavors for your choices

Mixing with hot beverage can reduce aroma.

New drinks and recipes created by an expert team

Mixing with milk can create an unpleasant layer

High reputation in an international class

because of high acidity features.

Information provider about coffee industry around

Some syrups can create a sour after-taste when

the world

mix with the beverage.

Low citric acid remains the original flavor

With exceed artificial aroma, the drinks will be

Use in less amount with rich flavor

bland and unnatural.

Use in high amount compared to DaVinci.

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

TEA TIME

Vieng Joom On Teahouse The Pink Teahouse along Ping River

Most cafes in Thailand serve variety of beverages in their shops to attract wide range of customers. Even so, Vieng Joom On Teahouse is one of a few genuine teahouse to serve outstanding tea for tea lovers.

Vieng Joom On grew around the Chinese tea drinking culture for a long time. The owner decided to open a teahouse from his passion and worldwide experiences that lead him to the discovery of an Indian style tea at a city of Chaipura.

The word “Vieng” means the northern town, and “Joom On” means pink which, in this case, stands for the stone from Chaipura, and it is the owner’s intension to mix a variety of tea in one place.

The Tea Expert Vieng Joom On offers the new way of tea to its customers with 59 types of quality tea that was shipped straight to Germany, the leader in the production of tea variety. Every Vieng Joom On teas are organic tea and are carefully blended. Mr. Chatchawan Norkaew, the sale manager of Vieng Joom On, revealed the secret of Vieng Joom On tea that, “We select quality tea from its source to bring the best of the tea. Tea leaves are brought from around the world and blended under Vieng Joom On brand, and we will not import any tea that is below the standard since we delicately selected the special tea for our customers”.

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Mr. Chatchawan also added that, “All 59 tea are divided into Chinese tea, flower tea, and fruit tea, which can be further categorized into green, black, and red tea. Each tea with its own characteristics and it depends on the customer’s taste and desired benefits. Although most of the customers are already tea lovers but when we opened the shop we discovered more variety of customers, for instance, some customers are coffee drinkers who want to try tea. That’s why we take very close eyes on the information detail, especially information about tea that requires high delicacy. Our staffs need to ask the customers about their desires and give appropriate suggestions, for example, some customers may want caffeine-free tea, and then the staff has to suggest a category of tea. Another important information is the desire to have hot or iced tea as some tea cannot be served as iced tea, so we would suggest fruit tea or red tea instead.We really do give our customers the options to enjoy their drink”.

Vieng Joom On is considered the tea expert and brings the unique differences of exotic tea such as red tea that is Java tea and not Chinese tea. The java tea is caffeine-free tea and made from a native South East Asian plant called Misai Kuching (Malaysia), Kumis Kucing and Remujung (Indonesia), or Yaa Nuat Maeo (Thailand), but it is widely found in Java island, Indonesia. Another difference is the black tea, which is the English Lipton tea, but the difference is the tea is mixed with

TEA TIME

Assam and Ceylon tea together while other teahouses only mix one of them. Vieng Joom On’s flower tea also has its differences like the chrysanthemum tea from the forest of china that can only be harvested once a year, and the tea does not have any additives so the customers will get the natural aroma of the tea.

Perfectly Harmonized Design Vieng Joom On keeps its concept of mixed architecture since the beginning. The main structure is Moroccan-Indian mixed style and can clearly be seen from the 2 tall outdoor poles. Thai architecture is added with the Lanna (northern Thailand) style tiles. Everything is blended in together perfectly and it is one of the teahouse unique characteristic. The interior design also changes with the season as the interior designer Redesign the house to bring the special atmosphere of the season out to create the theme every 4 months so the customers will get the fresh atmosphere and keep up with the design

Services with Heart and Mind Although Vieng Joom On has many outstanding characteristics, the service is still the heart of the whole operation. Mr. Chatchawan stated that, “We thoroughly look after our staffs, establish the service mind, teamwork, show them how to take care of the customers, and make sure that every customers are equal. We do not grade our customers and we do not differentiate how we serve each customer because we are open to everyone. We do not limit the age of our staffs and everyone can fully replace one another. Moreover, we need to educate the staffs about our 59 types of tea which takes a lot of time. The services also need to be improved constantly to keep the customers who already are familiar with us and keep our standards. The staffs need to be able to provide the house standard and work as a team as all of these silently communicate with the customers. If the customers are impressed then it is the best way to publicize our shop”.

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CAFE DESIGN

Parabola create the difference with unique design

Driving through the valley road along the mountains of Chiangrai can be tiresome, but if you want to rest from the exhausting trip and stop for a great cup of coffee, you can easily spot a unique café called Parabola “Parabola is a mathematical bell shaped or up-side-down bell shaped graph. We used “Parabola” as the metaphor to represent the curvy mountains along the road when we leave the city. That is the original idea of the café

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logo which is a simple mountain shaped line”, Ms. Natcha Nakbua, the owner of Parabola, explained.

Natcha collected her café experiences by opening a small coffee stand in Bangkok and opened Parabola 2 years ago on November 18, 2007. She used her architecture knowledge and her husband’s architecture skills to create a unique café style that earned its reputation today.

CAFE DESIGN

Design Concept Natcha expressed the original design concept that, “Originally, we wanted a unique café that blends in with the environment. It must not be like Lanna or local buildings in the area, so we chose to use steel for the main structure and raw cement to blend the building into the environment”.

“The café must be different, but must not be in contrast with the environment…that is why we chose to use steel as the main structure, and used raw cement to blend the building into the environment”.

“We want the customer to feel another dimension of fresh and fun colour of the counter and the walls once they step inside.

The walls are harmoniously painted in different colours and we used a mixture of furniture styles which blend together to create the homely warmth, contrasting the rigid main building structure. The main idea is to focus on every detail in every corner of the café and create a simple but smart café”.

“The functions of the building, especially the counter, are designed to be opened. The customers can clearly see every steps of the work, because we intended to create the homemade atmosphere. We let the customers see how coffee is made from the beginning to the end and place the cake table in the main hall of the café”.

Café characteristic The concept has become the selling point of the café and the customers who have visited the café are impressed with the contemporary design that is surrounded by nature outside of the city. Another strong characteristic of the café is our intension to create homemade products that focus on quality and taste control, especially the freshness of the ingredients.

“The café only uses quality ingredients and focuses on being homemade. We make our cakes all day, every day, and the

customers will see us making a cake or decorating a cake all the time. Some customers even asked if we ever stop baking at all, because they always see a cake being made every time they visit”, Natcha explained.

No one should miss the special atmosphere at the café, particularly the bathroom hall where the tourists love to take photo, and the outdoor area where you can relax on the long porch and enjoy the northern atmosphere.

Advices for potential café owners Natcha advised the potential café owners that, “The café needs to be lively and the owner should take care of the operations as much as they can to acknowledge the customer’s needs and improve the café. True coffee lovers will desire great coffee, great services, great atmosphere, and many more elements that blend in together well. Many of the customers will be looking for their usual café so you must not stop improving your knowledge and do not disregard customer’s comments or suggestions. You must try your coffee and cakes occasionally to see if the taste is constant and put your heart into everything you do all the time”.

Suggested menus Any readers who are interested in visiting the café should not miss…

- Iced Parabola, intense iced coffee that most Thai people love - Café’s signature cakes are Banana Chocolate Cake, White Chocolate Cake, and Red Berry Crepe Cake

Parabola is located at 207 Moo 11, Baan Pong-aor, Mae-jan, Chiangrai 57110 Tel. (053)772-234 Operating hour 8.30-19.00 every day except Monday

35

CAFE INTERIOR DESIGN

How to select beautiful furniture And answer all customers’ needs

Designing a shop to have the appealing atmosphere to attract customers and become the meeting point of the area is the ultimate dream for all coffee shop owners. The important aspect in designing a shop, other than using the space well and creating the atmosphere for the customers to relax their mind with a cup of coffee, is to pay attention to the customer’s mood and needs. Realizing the customers’ needs is to know why the customers come to the shop, and this can really be important in attracting regular customers.

Coffee shops usually are the place for business negotiation, killing time, reading, studying, or just a place to relax. Customers may be there with their knitting kits or their books and pen, and can be there for at least 3 hours which could raise some questions for the staffs up to the point where they could walk up to the customers and say, “Excuse me, ourshop does not allow … (customer’s activity)”. Therefore, as an interior designer, I would like to reinforce the point that coffee shops are where customers can spend their time and they are like a sanctuary in this chaotic time. Sometimes I wanted to say, “This is a coffee shop, not a noodle café in china town that we must quickly eat and leave” (All coffee shop owners and new staffs please note this point), and the activities above are why we have to organize the furniture for different seating area.

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CAFE INTERIOR DESIGN

We have to consider the position of all furniture to suit the customers’ activities in the seating area.

Case #1, General customers and customers who are killing time: Window seat with natural light is the target of these customers. This space is usually the golden space in the shop as it gets natural light suitable for reading, writing, working, or even group studying.

Case #2 Customers who come to do business and do not like busy area: The corner area is the location for these customers since the business negotiation whether it is work, money, or child support related topic should be discreet. Business should not be discussed in crowded area, and if your shop is big enough you should organize at least 1 of this area.

Case #3 Customers who just stop by and wait for other people: The entrance and front area as it is easy to find people and close to the walkway which is easily accessed.

We should use furniture comfort as a criteria in designing, and use all characteristics of case number 1 and 3 as the main focus in sale, especially case number 1. Case number 1 requires the furniture that is comfortable and present in the shop well because the customers in case number 1 are there to spend their time. They may be studying, reading, or just listening to music, so an armchair or a chair with armrest and a nice table suitable for writing is what they need.

The design for the second case should look semi-official and quite serious. A dining table would be suitable or at least a table that the customers can write on a paper comfortably. The seat can be less comfortable than the first case but keeps the atmosphere quite relaxed as this group of customers would focus on the creditable activities.

The customers in the third case should have the most comfort as they do not spend a lot of time at the shop. The time spent here is for waiting, so the seat here should be a large sofa, a loveseat, or a big armchair with a coffee table to provide the customers with the most comfort, and you will be receiving income from these customers all day long.

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.

37

COFFEE TECHNIQUE

How to brew “Cool Drip” coffee and its special brewing techniques

1

5 Brewing “Cool Drip” coffee is becoming an interesting trend in most leading coffee chains since its brewing style is delicate and appeals to the real filtered-coffee drinker to try it.

Moreover, “Cool Drip” coffee takes a day to be brewed (i.e. it will be served the day after the making day) because it needs patience, delicacy, and punctiliousness to brew in order to have the great, worth waiting, cup of coffee with the unique tender taste and aroma.

Using a “Cool Drip” coffee maker may seem a bit complicated.

It will be easier to understand if we categorize its components into 3 parts: the top part is the ice bucket, the middle part serves for holding coffee powder (“Cool Drip” coffee usually uses coarsely grounded coffee), and the bottom part is used to hold the brewed coffee. All of the 3 parts can be put together by bonding each component with the buttress to make it stand and there is a valve to control the drip of melting ice.

Instructions: 1. Measure the ground coffee into a container, then gradually pour the water and blend together until the coffee ground is soaked 2. Scoop the mixed coffee powder into a glass tube, slightly

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2

6

3

7

4

8

press the soaked coffee powder, and repeat the step until it is almost full 3. Place the full glass tube on a stand with a filtering paper on top 4. Put the ice into the bucket until full, then place it on the stand, fill the water and close its lid 5. Adjust a lower valve to let the water drips at approximately 1 drip/second (the dripping duration is very important because it will effect the coffee’s taste) 6. When the water drips through the coffee powder, the coffee will slowly flow to the container at the bottom. It will take about 8 hours to complete this brewing process 7. When the dripping is done, turn off the valve and add syrup in the coffee container and mix well 8. Pour the coffee into the tightly sealed container and store the coffee in the refrigerator for 1 day 9. Add some ice into the glass and pour the coffee until almost full. You will have a smooth and tasty “Cool Drip” coffee We can see that brewing the “Cool Drip” coffee is not as difficult as you think, but it simply takes time. When you know how to brew it, you can try it at home and enjoy the unique taste of “Cool Drip” coffee.

9

TRADE SHOW CAIENDAR

Thailand International Restaurant & Bar 2010

The Restaurant & Bar Hong Kong 2010

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

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

Specialty Coffee Association of Europe 2010

Food & Hotel Thailand 2010

June 23 - 25, 2010 London, UK www.scae.com

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

THAIFEX-World of food 2010

Trieste Espresso Expo 2010

June 30 - July 4, 2010 IMPACT Challenger, Bangkok, Thailand www.worldoffoodn.com

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

Thailand Retail, Food & Hospitality Services 2010

Food & Hotel China 2010

July 15-18, 2010 BITEC, Bangkok, Thailand www.thailandhoreca.com

Food & Hotelier Expo 2010 August 5-7, 2010 PEACH, The Royal Cliff Beach Resort, Pattaya, Thailand

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

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

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TRADE SHOW PREVIEW

Thailand Retail, Food & Hospitality Services 2010 (TRAFS 2010) July 15-18, 2010 BITEC, Bangkok, Thailand Returning again for the fourth year is Thailand Retail, Food & Hospitality Services 2010 (TRAFS 2010), Thailand’s BEST and LARGEST international show on food, equipment and retail equipment and supplies for hotels, restaurants, catering, coffee and bakery shops, and retail businesses. The show is scheduled for July 15-18, 2010 at BITEC, Bangkok, Thailand.

Highlights of TRAFS 2010 are: • Latest equipment supplies from 30 countries around the world exhibited on 6,000 sqm.

• Special offers from exhibitors only during the four-day show.

• Returning again….Showcases on modern technology for hotel guest rooms, tableware and future restaurants.

• Workshop on special coffee presentation by winner of National Thailand Barista Championship 2010.

• First time ever…meetings of four hoteliers’ associations during TRAFS 2010, chefs, F&B, Housekeepers and Laundry.

• Comprehensive hotelier competitions by chefs, F&B, housekeepers and laundry.

A golden and definitely not-to-be-missed opportunity for hoteliers, restaurants, coffee and bakery shops. To pre-register click, www.thailandhoreca.com, or call Kavin Intertrade Co, Ltd, Tel. 662 861 4013

TRADE SHOW PREVIEW

Food & Hotel Asia 2010 April 20-23, 2010 Singapore Expo, Singapore FHA2010 closed after a successful showing yet again, having met the targeted number of attendees and met exhibitors’ expectations.

The show attracted 52,000 attendees, of which an exceptional 42 per cent were from overseas, compared with 37 per cent at FHA2008. The improvement can be attributed to strong growth in the food and hospitality industries in the Asia Pacific and intensified promotional efforts by the organisers of the show, Singapore Exhibition Services (SES). This was the 17th edition of the biennial show which started in 1978 out of a basement car park at Hyatt Hotel.

FHA2010 held from 20 - 23 April at Singapore Expo, was a record-breaker, being the largest show ever, with a significant increase in size. The show occupied more than 82,000 square metres compared with 72,000 square metres in 2008. The number of group pavilions increased from 33 in FHA2008 to 46 this year. New group pavilions including those from Argentina, China, Philippines, Poland, South Africa and Venezuela as well as perennial exhibitors enjoyed a productive showing.

Despite the feared effects of the Icelandic volcanic ash situation and the problem of getting flights out of Europe, all the 2,545 exhibitor booths were operating. In the small number of cases where exhibitors were unable to fly out here for the show, staff from high commissions and distributors from Singapore or the region stepped in to man the booths.

Overall, exhibitors and country pavilions were delighted with the quality of buyers they met and the results achieved. Many came away from the show having met potential distributors from various countries in Asia for their products.

For more information on FHA2010 please visit www. foodnhotelasia.com

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TRADE SHOW PREVIEW

43

BARISTA CHALLENGE

China Barista Championship 2010 March 30-31, 2010 Hotelex, Shanghai, China The 8th China Barista Championship final at “Hotelex Shanghai� ended on 30-31 March 2010 where baristas from all over the world competed for the title. Shanghai UBM Sinoexpo International Exhibition Ltd.,hosted the event for the 8th consecutive year to create a stage where Chinese baristas can exchange their knowledge and provide an important step for china to compete in the world stage.

The CBC 2010 final was held for 2 days, and all 11 winners of regional competitions including winners from Shanghai, Chengdu, Shenzhen, Guangzhou, and Beijing competed to show their skills. Each contestant was given 45 minutes to create espresso, cappuccino, and the signature drinks for the international judges from China, Taiwan, Korea, Australia, Brazil, and Italy. The 3 contestants with highest scores were Kan-Zue-Lin from Chengdu MeiLing Zhangou, Sichuan, Wang-Sin from Story Garden, Beijing, and Hur-Hong-Chao from WaaLee Coffee, Beijing, will be representing China in WBC 2011.

The host invited Jhao-Yin-Kui who represented China in this year WBC in London, England, to demonstrate his skills and share his experiences with everyone in the industry. The event also hosted the semi-automatic coffee machine and coffee bean seminars for the coffee lovers, which attracted no less interests by the guests.

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PRODUCT NEWS

DaVinci Gourmet Coffee Shots DaVinci Gourmet Coffee Shots are made using 100% Arabica coffee beans. Preparation is fast and simple with this easy-to-use, concentrated formula. Blend with milk or milk substitute to create a delicious coffee experience. A rich complex coffee, with a medium body and a clean, rich flavour has made Arabica coffee a favourite throughout the world. DaVinci Gourmet has chosen to use 100% Arabica coffee to ensure there is no bitter aftertaste in these delicious hand crafted chilled drinks. To take advantage of consumer interest and great margins in DaVinci Gourmet Coffee Shots, visit www.davincigourmet.com.au

Nestle Low fat Coffee Mate Experience the new perfect, mellow taste and aroma of your favourite cup when you blend low-fat Coffee Mate with the true sweetness of honey, and enjoy the creaminess in your coffee or tea that is low in fat. It is perfect for the health conscience and anyone who tries to watch his/her weight. Just add a heart into your cup of coffee and enjoy the coffee you desired, just like the concept of “add a heart in every cup, add Nestle Coffee Mate” For more information please visit www.nestle.co.th.

Thermoplan Black&White 3 Black&White3 coffee machine represents another innovation from Thermoplan. Composing has become so simple: additional units like Foamer, Cup heater, etc. It can be easily adapted later. Whether Cappucino, Latte Macchiato or cold milk foam – with the new generation you conjure up wonderful top-quality specialties. With the central spout you prepare unique milk foam with breathtaking consistency – marvelously creamy and firm. For more information please contact sales@k2.co.th or visit www.k2.co.th

46

BlueCup’s exciting new, freshly grounded Rumba coffee.

Blended with the sweet aromatic rum syrup and indulging milk shake, served hot or iced blended to suit your taste.

For more information please visit www.snpfood.com

PRODUCT NEWS

Manual coffee grinder from Hario

Thermoplan Black&White 3

The new smart design Mini Mill Slim MSS-1B coffee grinder from Hario is designed to be small and convenience to carry. This easily maintained coffee grinder lets you enjoy fresh and aromatic coffee in every cup. Its ceramic grinding teeth ensure you the rust-free parts and can be taken apart for cleaning. The fineness of the coffee can be adjusted with a little twist, so there is no need for additional tools. It also comes with a small container with measurement mark so you won’t need a measuring cup, and the turning handle can be removed for convenience and easy storage.

For more information please visit www.a4coffee.com or contact 02-276-0741

Black&White3 coffee machine represents another innovation from Thermoplan. Composing has become so simple: additional units like Foamer, Cup heater, etc. It can be easily adapted later. Whether Cappucino, Latte Macchiato or cold milk foam – with the new generation you conjure up wonderful top-quality specialties. With the central spout you prepare unique milk foam with breathtaking consistency – marvelously creamy and firm. For more information please contact sales@k2.co.th or visit www.k2.co.th

3 Easy Steps to Create your Smoothie

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2. Add water and ice

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CAFE GUIDE

S&P สาขาสุขุมวิท 26

ดี ไ ซน ข องร า น S&P สาขานี้ ค อ นข า งแตกต า งจากสาขาอื่ น ทำให ที่ นี่ มี เ อกลั ก ษณ เ ฉพาะตั ว ดวยบรรยากาศทีโ่ อโถง เกาอีแ้ บบโซฟาทีช่ วนใหนงั่ ไดตลอดวัน เมนูครบครัน ประกอบดวยอาหารอรอยๆ ที่การันตีดวยชื่อของ S&P พรอมพลาดไมไดกับกาแฟรสเยี่ยมจาก BlueCup Coffee ที่อยู 1/2 ซอยอรรถกระวี ถนนสุขุมวิท 26 แขวงคลองตัน เขตคลองเตย กรุงเทพฯ เวลาเปด-ปด ทุกวัน เวลา 7.00 - 22.00 น.

92000 cafe by Kwoung

92000 คือรหัสไปรษณียบานเกิดของคุณกวงเจาของราน นำเสนอของหวานขึ้นชื่อ เชน “ขนมจีบตรัง” และ “เคกเมืองตรัง” ซึ่งเขาคูกับเอสเพรสโซไดเปนอยางดี สัมผัสเสนหของดีจังหวัดตรังไดแลวที่นี่ ที่อยู 546 ซอยลาดพราว 34 ถนนลาดพราว แขวงลาดยาว เขตจตุจักร กรุงเทพฯ 10900 เวลาเปด-ปด จันทร-ศุกร เวลา 08.00 - 21.30 น. เสาร-อาทิตย เวลา 09.00 - 21.30 น. เมนูแนะนำ Banana Caramel Affogato, Hazelnut Latte, Caramel Latte, Ice Coco, ขนมบราวนี่, พายกรอบ, ขนมจีบเมืองตรัง (หนาตาคลายกับกะหรี่พัฟไสสังขยา), เคกเมืองตรัง

48

CAFE GUIDE

Café de Bliss รานกาแฟบรรยากาศสบายๆ สวางไปทัง้ รานของ Café de Bliss คละคลุง ไปดวยกลิน่ หอมของกาแฟชัน้ ดี ทีค่ อยเยายวนผูท ผี่ า นไปมาใหเขาไปนัง่ และนอกจากกาแฟแลวทางรานยังมีนำ้ ปน จากผลไมเหมาะสำหรับ ผูรักสุขภาพ ไอศครีมโฮมเมดไขมันต่ำและวาฟเฟลไวใหบริการอีกดวย ที่อยู เซ็นทรัลแจงวัฒนะ ชั้น 4 โทร. 02-835-3163 เวลาเปด-ปด จันทร-ศุกร เวลา 11.00 - 21.30 น. เสาร-อาทิตย เวลา 10.00 - 21.30 น. เมนูแนะนำ กาแฟมอคคา, เบอรี่ทริโอ น้ำปนใสเบอรี่ 3 ชนิด, ไอศกรีมบลูวนิลา

Toraya Bakery

รานกาแฟและเบเกอรี่ ทีม่ ขี นมปงและเคกสไตลญปี่ นุ หลากหลายชนิดใหเลือกชิมมากมาย พรอมกาแฟสด และชา เสิรฟแบบรอน เย็น ปน นับเปนอีกหนึ่งรานอรอยที่นาลิ้มลอง ที่อยู โครงการนิฮงมาจิ สุขุมวิท 26 โทร. 089-682-7605 เวลาเปด-ปด ทุกวัน เวลา 10.00 - 22.00 น. เมนูแนะนำ Toraua Coffee กาแฟสูตรเฉพาะของราน Toraya คาเรปง ขนมปงกรุบกรอบอัดแนนดวยไสแกงกระหรีร่ ส เขมขน ขนมปงไสกรอกจัมโบ ชิ้นโตอยางที่ไมเคยเห็นจากรานอื่น

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CHAIN UPDATE

Maxx coffee รานกาแฟโทนสีสมสดใสในสำนักงาน Academy Travel plus เสิรฟกาแฟคุณภาพเยี่ยม และชา Or-

ganic ชั้นสูงจากตางประเทศ ใหบริการแกผูมาติดตอ นักเรียน บุคคลทั่วไป เขามานั่งพักชิมกาแฟ ของหวานและเคกหลากชนิด ที่อยู 55/6 ถ.กรุงธนบุรี แขวงคลองตนไทร เขตคลองสาน โทร. 02-862-1400 โทรสาร 02-862-1717 เวลาเปดปด ทุกวัน เวลา 9.30 - 20.00 น. เมนูแนะนำ ชาแครนเบอรี่ ชงจากน้ำแครนเบอรี่ ผสมน้ำลิ้นจี่ใสสมฝาน

Coffee Street

เพียงเดินเขาไปกาวแรก คุณก็จะสะดุดตากับการตกแตงของรานนี้ทันที ทั้งของประดับสไตลอังกฤษ และเกาอีน้ า รักๆ มากมาย ทำใหบรรยากาศรานดูอบอุน เปนกันเอง โดยทางรานสรางสรรคเมนูหลากหลาย ชนิดใหเลือกไมวาจะเปนกาแฟหลากชนิด สปาเก็ตตี้ สเต็ก หรือเคกอรอยๆ ที่อยู ประตู 1 การประปานครหลวง 400 ถนนประชาชื่น แขวงทุงสองหอง เขตหลักสี่ กรุงเทพฯ 10210 โทร. 02-503-9803 Email และ Facebook: coffeestreet2010@gmail.com เมนูแนะนำ คาราเมลคาปูชิโน, น้ำลอนดอนพันช, สปาเก็ตตี้คั่วกลิ้ง

50

หนังสือใหมที่ผูประกอบธุรกิจบริการดานอาหาร และเครื่องดื่มไมควรพลาด สารานุกรมชาฉบับสมบรูณ์

สมาคมผู้ฝึกสอนชาแห่งประเทศญี่ปุ่น

รวบรวมความรูเกี่ยวกับชาอยางละเอียดทุกแงมุม อธิบายถึงใบชากวา 200 ชนิด เริ่มตั้งแตแหลงผลิตชา สารประกอบตางๆ ในใบชา วิธีการชงชาที่ถูกตอง ไปจนถึง ขนมหวานที่เหมาะกับชา เหมาะสำหรับมือใหมใชเปนคูมือในการเลือกหาชามาชงดื่ม ไปจนถึงผูสนใจระดับกลางที่อยากจะรูจักกับชาใหลึกซึ้งยิ่งขึ้น

ททำกาแฟเอสเพรสโซ่แบบมือโปรที่บ้าน มีชัย อมรพัฒนกุล

ห งสือสำหรับผูที่สนใจการชงกาแฟเอสเพรสโซ หนั ออยางงายๆ ดวยเครื่องชงและอุปกรณแบบที่ ใช ใในบานพรอมสูตรกาแฟทั้งรอน เย็น ปนกวา 50 ชชนิด ใหคุณไดลองเอสเพรสโซสูตรใหมไดทุกวัน ไไมรูเบื่อ

สูสตรพาสต้ารสเลิศและการเปิดร้าน รราคาประหยัด สสวียุ่ยเหลียน

ร ตรพาสตาหลากชนิด สลัด ของหวานและ รวมสู ขอมูลวัตถุดิบชนิดตางๆ พรอมเปนคูมือในการ เ ดราน ใหคำแนะนำตั้งแตการหาทำเลไปจนถึง เป ก หารจัดการ และบทสัมภาษณรานพาสตา การบริ ชื่อดัง เหมาะทั้งสำหรับการทำทานเองหรือทำขาย เ นอาชีพ เป

เส้นทางสู่สุดยอดนักชงกาแฟ เส

กการสร้างร้านกาแฟยอดนิยม

นำ นำเสนอแนวทางการเป นบาริสตามืออาชีพของ Ch Chihiro Yokohama แชปมบาริสตาชาวญี่ปุน 2 สม สมัย เหมาะสำหรับบาริสตา เจาของกิจการราน กา กาแฟ หรือ ผูที่สนใจเปดรานกาแฟ และหลงใหล ใน ในวัฒนธรรมกาแฟ

แนะนำเกี่ยวกับการเปดรานกาแฟ ตั้งแตคำนวณ ตตนทุน หาแหลงเงินทุน เลือกทำเลที่ตั้ง วางแผน กการตลาดเครื่องชงกาแฟและอุปกรณ การออกแบบ ต งรวมถึงขอมูลอื่นๆ ที่เปนประโยชนสำหรับ ตกแต ผูผที่มีความฝนอยากเปนเจาของรานกาแฟ

กการชิมทดสอบกาแฟเอสเพรสโซ่ แแบบอิตาลี

เทคนิคของสุดยอดนักชงกาแฟ เท

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โโจแอนน่า ฟุ

AAsahiya Shuppan

ลุยจิ และคาร์ โล โอเดลโล่

รว รวบรวมแนวคิ ดและเทคนิคของสุดยอดบาริสตา ชั้นนำระดับโลก เทคนิดการสตีมนม ความรูเกี่ยว กับกาแฟและเครื่องดื่มที่บาริสตาควรรูรวมถึงสูตร เค ่องดื่มและอุปกรณของสุดยอดบาริสตาที่ เครื สา สามารถเรี ยนรูและนำไปใช ได

133 สูตรเครื่องดื่มยอดนิยม 13

7 วิธีการชงกาแฟใหอรอย

รวบ ตรเครื่องดื่มจากผัก ผลไม นม ถั่วเหลือง รวบรวมสู โซด โซดา ชาเขียว ช็อกโกเเลต โยเกิรต เปนตน โดยย บอก บอกรายละเอี ยดทั้งวัตถุดิบและ วิธีทำไวอยาง ชัดเเจนและเขาใจงาย สามารถนำไปปรับเปน เครื่องดื่มเมนูใหมภายในราน หรือหากจะลองนำำ ไปท ไปทำเพื่อดื่มเองที่บานก็นาสนใจไมนอยเชนกัน

รว รวมการชงกาแฟหลากวิ ธ ี โดยผู  ช ำนาญการ เจาของรานกาแฟชื่อดัง ตั้งแตการเลือกเมล็ด กา กาแฟการชงแบบกระดาษกรอง ผากรองเฟรนช ชง ชงกาแฟดวยน้ำเย็นแบบไซฟอน เอสเพรสโซ กา การทำลาเตอารท การทำกาแฟแฟนซีจนถึงสูตร กา กาแฟยอดนิยม

เปนบทสรุปการทดสอบคุณ ภาพกาแฟโดยการ ท ทดสอบทางประสาทสั มผัส ที่มีการศึกษาติดตอ กันมาเปนเวลากวา 10 ป อธิบายถึงขอดีและจด บ องที่สามารถเกิดขึ้นได ในถวยกาแฟ สภาพพ บกพร ภูมิศาสตรในการปลูก และแปรรูปกาแฟ ศิลปะในน ก ณ การผสมผสานและการคั ่วกาแฟ เครื่องมืออุปกรณ ที่ ใช รวมถึงคำแนะนำในการเตรียมกาแฟเอสเพพร ที่สมบูรณ์ เพรสโซ

Asahiya Shuppan Asa

Asahiya Shuppan As

DaVinci Gourmet The Key to Popular Drinks

www.davincigourmet.com.au

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