Snack&Coffee - Special Edition

Freddo Espresso

Double espresso shot and ice... but that’s not all! Check the full article with recipe and tips ‣ p.22

The 6 winners of the Hellenic SCA Championships ‣ p.10

The profile of the Greek coffee consumer

p.30

EDITO

PASSION FOR QUALITY COFFEE SINCE 2005

At first, I thought I should translate the editorial I wrote just few days ago for the current Greek edition of the magazine. But then I thought “Wait a second, this is a unique edition, let’s introduce ourselves”. So, please welcome our international debut, thanks to the World of Coffee organization in Athens, of which Forum SA and Snack&Coffee are media partners. The biggest global event for the coffee industry has finally come, giving the chance to the world coffee community to discover more about the Greek coffee culture. Companies, products, coffee shops, baristas, they are all part of the famous Greek coffee market, which stands out as a phenomenon for its size compared to the country’s population, the coffee consumption, and its influence on the global coffee trends.

We are honored to be part of this lively coffee community.

Snack&Coffee is the oldest and most esteemed b2b coffee magazine, standing next to the coffee professionals since 2005 providing them with news, exclusivities, innovations, technical articles, trends and moreover, highlighting the best of the best. On this special edition, we host an exclusive interview with Mr. Yannis Apostolopoulos CEO of Specialty Coffee Association (p.36), who shares with our readers his excitement about the World of Coffee Athens and exclusive news for the specialty coffee community. Additionaly, we decided to show the strong connection we share as a nation with coffee, through the very interesting results of the survey conducted by the Hellenic Coffee Association. Isn’t it amazing that 98% of Greeks drink coffee? More astonishing facts on page 30. We also feature “freddo espresso”, the star of coffee beverages, with the full recipe and tips (p. 22) and in addition, technical advice for perfect Greek traditional coffee (p.42).

Last but not least, as a tribute to their efforts, we present our Dream Team, the winners of the Hellenic SCA Championships (p. 10). Their careers prove the high level of expertise of the Greek baristas, and their hard work is a true inspiration for young professionals who want to explore their talent and expand their knowledge.

We will be glad to meet you at World of Coffee Athens (find us at Hall 2/A1) and share with you any further information about us and the Greek coffee market. Enjoy the reading!

Eleni Manika em@forumsa.gr SnackCoffeeMagazine snackandcoffeemagazine

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DREAM TEAM

DREAMTEAM

The six winners of the Hellenic SCA championships (Barista, Brewers, Coffee in Good Spirits, Cup Tasters, Latte Art and Ibrik) pose all together exclusively for “Snack&Coffee” –a big "thank you" to Coffee Republic for the warm hospitality- and share with us and our readers their thoughts and goals for the upcoming World Championships in both Athens (June 22-24) and Taipei (November 17-20).

Interviews-Photoshooting Concept Eleni Manika

Photos Dimitris Tsitsos

Translation Charitomeni Vonta

NIKOS ANTZARAS BARISTA CUP

• I am involved in the competitive part of coffee for the last eight years.

• When I decided to take part again in the Hellenic Barista Championship, I was aware that I had to give my best to defend my title. It's never easy, it’s just you, getting better through the grind of it and as I had just come from the World Barista Championship in Melbourne, I was even more motivated for this year's Championship.

• The coffee I used in the Hellenic Barista Championship was Abu Coffee from Panama, Geisha variety. This particular coffee has been anaerobically fermented for 25 hours and then dried under the sun for 30 days. The flavor profile offered to us by this processing comprises fruit flavors such as pineapple, peach and plum. It stands out for its medium body and mild acidity, with a long and sweet aftertaste. For the World Championship, I haven't chosen the coffee yet, but this one is definitely one of my best options.

• This year there have been several changes to the judges' taste rating form and the accuracy of the data we provide. It’s a very important part, because we are always judged on taste, so that’s where I’ll focus my attention.

• All contestants are champions in their country, so all of them are sure to be excellent and credible contenders. My expectation this year is to be in the world championship’s finals.

The champion of the Hellenic Barista Cup for the second time in a row and coffee expert of Samba Coffee Roasters is feverishly preparing for the WBC in Athens. Both the venue and the expectations he has of himself add a little more stress for a good ranking, and -why not?- the title.

"This year there were significant changes to the jugdes’ taste evaluation form, and since we are also judged on taste, that is where I’ll focus more"

With a passion for coffee, Hellenic Brewers Cup’s winner, Savina Giachgia is preparing to face the best brewers in the world in Athens, in a competition that will be judged in the details. Her goal, besides a good result, is to use the experience as another opportunity for personal and professional development.

SAVINA GIACHGIA BREWERS CUP

• My first participation in a coffee competition was at the Hellenic Aeropress Championship 2019.

• For me, the experience of a coffee competition is a growth opportunity, a personal and professional challenge for what I love most, coffee. This year with my participation in the Brewers Cup 2023 I made my dream come true, and representing Nestlé Professional Greece, I won first place.

• Filter coffee’s complex character, the way we play with all parameters, the refined flavors, the balance and the special aromas make brewing a unique experience. The 10 minutes of the competition require the correct transmission of information and the processing of three filter coffees, attending to every detail and, of course, properly serving the judges.

• I used a three-pulse technique, as, after doing my research, I concluded that this is the way to ensure the stability required. My coffee comes from Panama and it is a limited edition Geisha by Ninety Plus. It stood out for its pleasantly changing character, tropical ripe fruit in the flavors and refined aroma. Ideal acidity in perfect balance with sweetness and silky body make for its complete profile.

• I always strive for the best and this is my goal as I prepare to represent my country. Emphasis will be placed on every part of the process, as the standard is high and the ranking will be based on every single detail.

• At this top expertise level, I believe it’s unfair to single anyone out, as we are all striving for the best possible position for our country. I wish, however, that we all enjoy it!

"A competition on a global scale is always demanding, and we are ready to step on stage giving our best."

CHRISTOS KLOUVATOS COFFEE IN GOOD SPIRITS

• I am involved in the competitive part for several years. I started in 2017 with Aeropress, in 2019 I won fourth place in Coffee in Good Spirits and that was an exploratory experience.

• There is always the stress of not succeeding, failing the expectations of others and your own. Following the misfortune at last year's Championship, I was a bit disappointed, but when I calmed down, I realized that it was an opportunity to advance. So I started researching and serving new drinks, thus vindicating my choices because I got a high score, which means I better met the requirements of the competition.

• In the Greek championship I used a coffee from Ethiopia in my cold drink, To-La reserved by Taf Coffee with a complex elegant character and fruity nuances of mainly stone fruits such as peach and apricot. In the Irish, I used a Geisha from Panama by El Burro Farm, again by Taf Coffee. As for my program, I will tweak some details and incorporate some new ideas, but I won't change the basic body of the drinks.

• The drinks’ taste characteristics play an important role, but, in order to be able to respond to the evaluation form, you must ultimately put more emphasis on your presentation, i.e. the explanation of the drinks and the process.

• On a personal level, I want to reach the highest place I can, I express myself through competitions. Of course, if a first place comes, it’s welcome.

Champion of the previous year, he will try his luck again at the World Championships in Taipei. In fact, he is now presenting drinks that are even more demanding, the proof being his high score in this year's Coffee in Good Spirits. Through the philosophy of continuous self-improvement, Christos Klouvatos "plays" with coffee from Taf Coffee, mainly for the creative process itself and secondly for the distinction.

"The unfortunate moment at the 2022 World Cup made me search for better recipes, which, after winning the Greek Championship of 2023, I will present unchanged, as far as their main body is concerned, at this year's World Cup"

DIMITRIS KARAMPAS CEZVE/IBRIK

• I have been involved with the competitive part of the coffee world since 2017, with a two-year break in 2020 and 2021 due to Covid-19.

• Being already a champion in Ibrik, I wanted to keep the standards high and I think it was more difficult for me, because, obviously, I had to train ever harder.

• In the Hellenic championship I chose a coffee from Panama and Ninety Plus Estates. This is a Geisha that underwent two treatments. Initially it was left for 100 hours in a stainless steel container without the presence of oxygen (anaerobic fermentation) and then carbon dioxide was added (carbonic maceration). For the world championship I will play with an experimental treatment, in collaboration with Ninety Plus, a farm in Panama.

• Although both sets of drinks are important, I believe that, in all competitions, the signature beverage is the drink that allows the contestants to best express both their creativity and show the judges their personal aesthetic.

• I consider all my competitors very strong, as they are all renowned professionals, each bringing different ideas and stimuli from their own country and culture. I look forward to enjoying every moment of the process, achieve a result that will match my effort and hopefully reach victory.

• Greece’s level is high as coffee has penetrated into our daily lives. Consumers are becoming more educated in taste, thus demanding, automatically raising the bar both in the raw material and in the preparation sector.

This year's championship in Cezve/Ibrik was his second, offering him once more the joy of participating in the World Championship. Having already been ranked fifth in the world in 2019, AVEK VEKRAKOS’s coffee expert Dimitris Karampas worked hard to maintain his high level. At the World Championships in Athens, his pursuit is to bring a result worthy of his overall effort.

"The signature drink allows me to express myself creatively by presenting my own aesthetic"

APOSTOLIS DAMOPOULOS LATTE ART

• The first time I remember myself watching and trying to understand how coffee competitions are conducted was in 2018 when I watched the live streaming of the World Latte Art Championship that was then taking place in Brazil. It was a different side of the field that I had never imagined, and I was immediately intrigued to learn more and to specialize.

• First place in the Latte Art championship came with my third participation in a competition, after last year’s participation in the Barista competition and this year’s in the regionals in the Brewers Cup category. I consider inspiration and the choice of designs the most difficult part in the Latte Art category. Usually, the point of differentiation is there, along with the way contestants present their designs.

• In the Latte Art category, the organization provides the same type of coffee and the same type of milk to all competitors. We find out which ones on the day of the competition, but they are always within certain limits, defined by regulations.

• The level in Latte Art is rising every year at a rapid rate, especially in Asia. But several contestants from Europe have also had significant success, so it's hard to predict frontrunners. On a personal level, this being my first participation in a Championship, I really want to enjoy the experience and I think that the only real competition I’ll face is myself. If I get 100% of my program on stage, I'll be happy, regardless of my ranking.

Latte Art won him over, 5 years ago, however he also took part in competitions in other categories, as he wanted to have a deeper understanding of coffee in itself. He is well aware that he will face tough competition in Taipei, so until next November, he prioritizes training and repeating his routine.

"It's my first participation in a World Championship and I want to enjoy the experience"

Among the veterans of SCA competitions, Coffee Republic's Orestis Sfyris has won first place in three Hellenic Cup Tasters championships. Although stress doesn’t bring him down, he does not easily "forgive" himself for making mistakes and his goal is to remain focused on the stage of the World Championship in June.

ORESTIS SFYRIS CUP TASTERS

• I have participated in the Cup Tasters competition four years in total and have managed to win first place in three of those championships, a distinction that I am particularly proud of.

• The experience I have gathered from all my participation in competitions, whether we talk about national or world championships, definitely helps me to better manage stress. However, since everyone acknowledges the high level of expertise in Greece, I would by no means call my victory... a hands-down one. Although none of the coffees seemed to cause a problem, in the Hellenic final I made two mistakes.

• From my many years of involvement in competitions, I have come to understand that in each event the coffees differ significantly in terms of quality, but also in terms of the difficulty in distinguishing them. As a competitor, I am asked to be completely focused throughout the test process to avoid mistakes. Also, in our final cupping preparation it is important to limit the consumption of foods with increased acidity and spicy flavors, which may affect the performance of our taste acidity.

• When it comes to competition and how to manage the prevalent "pressure" in world championships, the strategy that suits me best is not to try to "read" my opponents’ minds, but to focus solely on my own effort. I know that if I perform at what I know is my potential, I will achieve my goals. Of course, the most important goal is none other than participating in the final. —

"After two participations already in the world championship, this time my goal is to be in the final"

the great celebration of coffee

Professionals and coffee lovers await with great enthusiasm the 7th Athens Coffee Festival, which will take place, like every year, in the historic area and now vibrant cultural multispace, Technopolis of the Municipality of Athens. From September 23 to 25, the city will move to the rhythm of the country's biggest coffee festival, which comes with top brands, concerts and good music, exciting championships, masterclasses for home baristas and discussion panels for professionals, competitions, gifts and many surprises. For yet another year, grand sponsor of the event is ΝΟΥΝΟΥ ΒΑRISTA'S GOLD.

The most important companies that excel in the coffee industry and shape developments both in Greece and worldwide, will participate at 7th Athens Coffee Festival

25.000 Visitors 120 Εχhibitors

6.500m2 Exhibition area

presenting: Espresso blends, single variety coffees, coffees in capsules or pods, Greek coffees, varieties of green coffee, Espresso machines, grinders, blenders, mixers, brew bars & extraction systems, serving accessories and consumables, Variety of natural soft drinks, tea, juices, chocolate. If you are a coffee industry’s professional or barista, you will have the opportunity to see innovative products and trends, which will help you upgrade the offering products and services to your clients. Are you a coffee lover? Then you will try fine varieties of coffee and discover top coffee machines for home.

*

Summer… in a glass

It is popular and we all acknowledge it. But what are the details and "secrets" around it? "Snack&Coffee" sheds light on the "freddo" phenomenon, which is now part of the Greek lifestyle.

Text: Giorgos Mantas Translation: Charitomeni Vonta

It was the beginning of the 90s when the Greeks began to include espresso and cappuccino into their daily routine. It gradually gained ground, while Greek, instant and filter coffee were receding. The years have passed, coffee making in Greece has evolved and espresso (in all its versions) has entered our lives for good. Today, espresso-based coffees are plenty: ristretto, lungo, macchiato, corretto, latte, americano, affogato are just a few. The so-called espresso bars are constantly multiplying, faithfully following the classic Italian model, adding small Greek touches. However, who would have imagined that its cold Greek patent (freddo espresso and freddo cappuccino) would monopolize the interest and reach first place in consumers’ preferences? Although the word freddo means cold in Italian, there is no connection with the neighboring country. The said "greek way" coffee contains two doses of espresso and ice, while in the cappuccino version, the above mentioned, plus cold foamed milk (or even cream). It has rightly been characterized by many as the ultimate summer drink, while according to many surveys, it’s the No. 1 drink during winter as well.

From frappe... to freddo

It may be true that all new things are attractive, but old ones still do the trick. The once popular frappe has been around for over 35 years with a portion of consumers still being loyal fans. After Dimitris Vakondios’ patent of frappe, another Greek coffee invention took on the dimensions of a phenomenon and spread rapidly. Its success is certainly due to Greek consumer’s experiential relationship with coffee and the undoubtably refreshing nature of the drink, an ideal... antidote to the hot Greek climate. Today it has gained such mass acceptance

The popularity of freddo is so high in our country, that even international coffee shop chains in Greece include it to their menus

TIPS

1) The basic recipe for a good freddo that most baristas use is double dose of espresso with a ratio of 1/3 (18-20 gr in with 54-60 gr out). The ratio 1/3 emphasizes the taste characteristics of most coffees without undesirable acidity or negative characteristics that alter the taste.

2) Raw material is very important to achieve the ideal result. So, for a good freddo we must start with a

good espresso (premium quality, clean equipment, ideal extraction and a balanced, tried and tested recipe), have good ice and not put too much sugar. The most important tip is to not over-dilute the espresso.

3) In general, medium roasting between 210 and 218ºC) is ideal for freddo as it gives the coffee a balanced character.

4) Fresh medium-large ice cubes and the same amount in the drinks is a key element. Small ice cubes melt quickly and significantly change the composition of the drink.

5) Last but not least, the barista should mind the preparation using the right equipment and following the routine: appropriate extraction, freezing and shaking the coffee with ice, intermittently for ten seconds.

There is no doubt that Freddo is a trend of the Greek coffee culture.

excellent feedback from foreigners. But also tourists who visit Greece show their preference for freddo. They consider it refreshing, exotic and perfectly suited to Greece. In short, they have been introduced to freddo "the Greek way", that is, they enjoy it all year round. Around the world, we find variations which, albeit close, in essence cannot surpass Greek freddo. Typical examples are iced espresso, shakerato and on the rocks. But variations are not limited only to coffee, they also involve milk. In 2023, there are plenty of vegan milks options (almond, soy, oat, pea, coconut, etc.) but also sweeteners and syrups.

The specialty version of the Greek patent

All these years it was disputed whether specialty coffees can become freddo, with the argument that quality is "degraded" and not all taste characteristics are highlighted. But is it really so? Or it simply requires better management at some stages of its preparation, in order to preserve the specialty character?

Specialty coffee is an excellent quality raw material, with unique aromatic and taste characteristics, which requires the right process to reach the consumer's cup giving the best result possible. It goes without saying that the quality and proper maintenance of the equipment, and

TIPS FOR SPECIALTY FREDDO

1. The approach for specialty freddo and simple freddo is the same: adjust the temperature of the machine, the appropriate grinding in the mill to get the desired extraction time, the grams of coffee and the grams of the final product, in order to get the proper extraction ratios. Equally notable is the water used for coffee and ice alike.

2. The cleanliness and accuracy of the recipe are of major importance for making freddo. One must also pay special attention to the preparation part as well as the serving. In a cold specialty coffee drink all taste characteristics must be clearly savored.

3. Specialty Grade coffees are recommended for making freddo. However, most consumers prefer coffees with a sweet and balanced profile, with flavor characteristics mainly of chocolate,

hazelnut and nuts. Coffees with fruity and floral flavor characteristics have more intensity but are consumed less.

4. Intense acidity, tropical and red fruit, and citrus fruit are the characteristics of a specialty coffee that stand out in a freddo. This also depends on the origin of the variety as well as the processing it has undergone. The quality and intensity of these parameters, the balance between them, together with the body and the aftertaste at the end of each sip complete the organoleptic profile of a freddo espresso. We could safely say that specialty coffee conveys its "specialness" and its high quality through all the above mentioned taste characteristics in a freddo espresso, as it does in espresso.

5. A specialty coffee definitely needs different treatment. The coffee dose

must differ from the one of a commercial coffee, to get the intensity out of the taste characteristics. Also, the temperature of the machine as well as the contact time should change according to the variety of coffee and its degree of roasting in order to get the desired taste result.

6. Caffeine content clearly depends on the dosage. In a cold drink with specialty coffee, smaller dosage is recommended in order to bring out the taste characteristics, and the caffeine content is at a lower level. Our drink should be balanced, sweet and the different acidity of each origin should be distinguished.

7. Coffee blends from Brazil but also natural treatments are significantly high in consumers preferences, as they give the “body” a freddo cappuccino or a freddo espresso needs to stand out.

the quality of the water and ice used, are the basic parameters of a good extraction. In a commercial coffee some of the above, if not followed to the letter, can be "forgiven", but not in a specialty coffee. That said, there are specialty blends that are more suitable for making freddo. If we were to give some examples, this would certainly be a blend based on Brazilian coffee, due to its chocolate characteristics. Also, coffee from Central American countries, due to the balanced and sweet acidity, would be a good choice. Finally, there are more than a few specialty "diehards" who claim that it’s only suitable for hot preparations. This is also a respected approach, but we must not forget that coffee shops are hospitality spaces whose purpose is to serve consumers and meet their needs. The cold coffee options are now national drinks. All that’s needed is to prepare them properly, respecting the raw material, whether it is specialty or commercial.

The Value of Specialty Coffee

The term Specialty Coffee describes coffee of superior quality, which is controlled at all stages of production, from cultivation and harvesting to roasting and packaging. Based on the score it receives on the coffee rating scale, in order to be classified as specialty, a coffee must have a total score over 80 points. The calculation of the score with which a coffee is graded is based on many factors such as beans quality, aromas, taste, etc. There is no specific way to enjoy a specialty coffee, as the results are excellent in any type of coffee drink. What is important is that it is carefully extracted, so that the raw material is used in the best way possible. A specialty coffee is of high quality, but that doesn’t mean that everyone likes it. In any case, experimentation and cultivation of personal taste is a prerequisite. 

COLD FOAMED MILK

Adding frothed milk to a freddo espresso gives freddo cappuccino. The ideal ratio for a perfect freddo cappuccino is 100 ml cold foamed milk. Experts recommend low fat animal milk, ideally 1.5% and highly pasteurized. We can make it with skimmed 0% fat milk, but it will be much more dense and will need less preparation time. On the other hand, if one wants to use 3.5% fat

milk, for richer taste, they should add ice in the shaker, otherwise the frothed milk will be full of bubbles. In any case, the milk and the utensil used must be cold, which is why they should always be kept in the refrigerator. It is advised to check the amount of milk poured into the frappe shaker, as after the shaking, the volume of the milk triples. Shake for

10-12 seconds and the milk foam is ready. Τhere are many variations on the market for vegans, such as almond, oat, coconut, hazelnut, pea drinks etc. However, they need more shaking time to achieve the desired texture. After shaking, add the foamed milk to the drink and serve plain or with some cocoa powder. Note: Many Greeks prefer cinnamon on top.

Ρεπορτάζ Freddo

GREEKS and their coffee

The Hellenic Coffee Association outlines the profile of the Greek coffee consumer and highlights issues and factors that determine the domestic coffee market, through the nationwide survey carried out on its behalf by Kappa Research.

Text editing Eleni Manika Translation Charitomeni Vonta

The Hellenic Coffee Association commissioned the survey company Kapa Research to organize a nationwide survey on the relation that Greek consumers hold with coffee. The research was conducted on a sample of people with a representative proportion in regard to the population, and it was carried out in January 2023. The results of the twopart survey are revealing both in terms of consumer preferences in coffee inside and outside their home, and in terms of the market, as it has been shaped after the pandemic and after the changes it has undergone due to the price increases recorded in basic goods.

Part Α:

The profile of the Greek coffee consumer

From the processing of the first part of the research, various findings related to the frequency of coffee consumption in Greece have emerged, including how often we buy coffee at home, the actual coffee consumption and a series of other factors that

determine the landscape of the Greek market. Drinking coffee is a strong modern Greek tradition, as 95% of Greeks buy coffee. More than 8 out of 10 respondents drink coffee daily (Chart 1), while most of those who don't (66%) make sure they have coffee at home. Half (50%) of coffee drinkers consume more than one coffee a day, usually 2 or 3 (Chart 2). For 73% of coffee drinkers, the habit of drinking coffee is solid and is not replaced by the consumption of other beverages such as tea or chamomile. More than half (56%) of respondents who drink coffee stated that they usually drink it at home, 25% at their workplace, while 18% outside the home or work (Chart 3). In fact, when enjoying it outside their home or work, 62% pick a coffee shop with table seats and 33% takeaway (Chart 4).

This habit, especially regarding consumption outside the home, was not affected even by the changes and restrictions inflicted to our daily lives by the pandemic. Characteristic of the power of this habit is that 53% of the respondents state that they have never thought

METHODOLOGY OF THE RESEARCH

The quantitative research by Kappa Research for the Hellenic Coffee Association was carried out on a sample of 1,003 people in the 13 Regions of the country, between January 17th and 24th. The participants were men and women aged 17+. Data collection partially used the method of telephone interviews (61%, 611 people) and partially based on an electronic questionnaire through the specially designed Kappa Research online panel (39%, 392 people).

of giving up coffee. However, 17% would give it up for health reasons, 14% for financial reasons and 13% because coffee inhibits their sleep. It is of particular interest that for 38% of those who drink coffee, limiting its consumption at home, at work or outside the home, either for financial reasons or for other reasons, would automatically mean limiting their social interactions.

QUANTITY

How

Chart

Part Β: The coffee market in Greece

Within the second section of the research, the emerged findings are related to the changes recorded in consumption during the last period, due to the price increase in basic goods. Changes in coffee consumption after the pandemic are also recorded, as well as consumer preferences, which vary according to the point of purchase (foodservice – supermarket). More specifically, when Greeks go out and drink coffee in cafeterias, they prefer espresso 53% , Greek 22%, instant coffee 14% and filter 9% (Chart 5). Greek coffee takes the lead at the supermarket with 33%, followed by instant with 26%, espresso with 15% and filter with 15%, while 8% do not buy their coffee from supermarkets (Chart 6). Also interesting is the question of whether consumers who buy coffee for home prefer it already ground, coffee beans, or coffee capsules. Already ground is bought by 78% , capsules by 18%, while 3% of them buy beans that they ground themselves (Chart 7). The next questions were on the price of takeaway coffee and the coffee

Research

PREFERABLE TYPE OF COFFEE AT THE SUPERMARKET

Which type of coffee do you usually buy from the supermarket?

HOME COFFEE: ALREADY GROUND, COFFEE BEANS OR CAPSULES? When you buy coffee for your home, do you buy already ground coffee, coffee beans that you ground yourself at home, or coffee capsules?

15%

8% 26%

Coffee Beans

18%

Chart 7

OPINION ON THE PRICE OF TAKEAWAY COFFEE AND COFFEE AT THE

COFFESHOP

N=951

15% 40% 52%

1%

10% 3% 21%

It is impressive that, concerning the takeaway coffee, 43% find the price expensive while 40% reasonable, 10% very expensive and 5% cheap. Accordingly, it is worth noting that 52% of respondents find coffee at the cafeteria expensive, 25% very expensive, 21% reasonable and only 2% cheap (Chart 8). With regard to the formation of prices, people who consume coffee (95% of the respondents) estimate that in recent months, its price has increased The total percentage of people who answer that the price has increased is 93%, with 75% of respondents answering that it is certain that coffee price has increased and 18% answering that it probably has increased (Chart 9).

Base: People who consume coffee (even rarely, 95%)

Greek Coffee Instant Espresso Filter DK/NO DK/NO DK/NO DK/NO DK/NO DK/NO

Already

Ground

Chart 9

3% 1% 1% 1% 4%

ESTIMATION ON THE PRICE OF COFFEE RECENTLY Would you say that the price of the coffee you buy has gone up recently?

18% 14%

10% 66%

an excise tax on coffee?

80% respond that there should not be a special tax, with 66% of them answering "definitely not" and 14% "probably not", as they consider that this specific measure burdens the price of the product that constitutes their daily habit (Chart 10). 36% 78% 75%

coffeeshop is: 25% 43% Cheap Cheap Reasonable Reasonable Expensive Expensive Very Expensive Very Expensive At the coffeeshop Takeaway 5% Yes Yes Probably Yes Probably Yes Probably No Probably No No No

YANNIS APOSTOLOPOULOS

Proud of THE WORLD OF COFFEE in Athens

Yannis Apostolopoulos, CEO of the Specialty Coffee Association, shares his excitement and pride for the World of Coffee in Athens, as well as other exclusive news for the specialty coffee community.

When he took over as CEO in 2018, the international organization was in the middle of the worst crisis in its history. Today, despite recent years’ adversities, SCA has reserves dedicated to research, outreach and interventions aiming to further develop the global specialty coffee market. All these facts are "awards" for any manager, but for Giannis Apostolopoulos there is an additional reason to be proud of. The upcoming World of Coffee in Athens (June 22-24, Metropolitan Expo), which was the starting point for our discussion, overlooking the Acropolis*.

Please tell us in your own words what exactly is the World of Coffee…

The World of Coffee is the largest annual international exhibition for specialty coffee professionals, and it is organized by the Specialty Coffee Association (SCA). It is hosted in different cities every year and gathers coffee roasters, baristas, coffee professionals and other interested parties from all over the world. Exhibitors present their coffee related products such as green coffee, equipment, coffee brewing technologies and other products. Visitors have the opportunity to participate in seminars and lectures, attend global

Interview Eleni Manika Photos Dimitris Kolios Translation Charitomeni Vonta

We expect World of Coffee Athens to be the biggest World of Coffee we have ever organized. I am that the Greek coffee industry will manage to shine through this event at a global level.

competitions and make green coffee marketing meetings with producers who join the buyers/sellers program. World of Coffee is a unique opportunity for networking and exchange of ideas.

The biggest global specialty coffee event is coming to Athens this June 22 – 24. What were your criteria to select this city?

The choice of the city is made after an open call for expression of interest. During the final selection process, multiple criteria are taken into account: safety, economic offer, availability in hotels/accommodations and, of course, above all, the penetration of specialty coffee in the market.

Greece is one of the most interesting markets for specialty coffee, with excellent coffee, distinguished entrepreneurs, and professionals in the field. Let's not forget that in Greece we have many world champions and the biggest number of finalists of world championships. This fact alone proves that the

level of Greek coffee professionals is very high. At the same time, the collaborations we have at a local level as SCA is a vital selection criterion. The Hellenic chapter is a very active one, and its excellent leadership at that time, with Mr. Konstantinos Konstantinopoulos CEO of Coffee Island who was the National Coordinator at the moment of the decision, played a dominant role. Also, of great importance in making the decision was the excellent cooperation with Forum SA, CEO Mr. Thanasis Panagoulias and the cooperation with the Metropolitan EXPO. For me personally, it was a great pleasure to be able to choose, with my team, Athens and Greece to bring SCA’s most important events of 2023. I am proud that we will get to hold the World of Coffee in Athens, and even more proud that so many world championships will be held. I am optimistic that the Greek coffee industry will manage to shine through this event at a global level.

Have the entries exceeded your expectations?

We expect World of Coffee Athens to be the biggest World of Coffee we have ever organized. The occupancy of the exhibition space available is over 90%. For the first time we created 2 roasters village, to meet the very high demand. Based on early indications, we expect a lot more visitors than Milan, as visitors from Asia can travel to Europe without restrictions. Objectively, we expect it to be the biggest World of Coffee in history because it is the first time after the restrictions due to Covid19 that the World Barista Championship takes place in an easily accessible country like Greece. Parallelly, we host the other three world championships: World Brewers Cup Championship, World Cup Tasters Championship and Cezve/Ibrik Championship and thus expect hundreds of competitors from at least 65 countries.

Recently, the organization presented a new way of evaluating coffee. Tell us about this and the need to move from the traditional SCA Cupping Form to the new standard Coffee Value Assessment System…

In 2023, SCA will open up its scope to the consumers, aiming to grow the market of specialty coffee

Interview Yannis Apostolopoulos

At World of Coffee in Athens we will announce the way we will train cuppers worldwide so that they make the transition and start using the new standard.

I really do believe it is the single most important event in the coffee industry in the last twenty years and I am sincerely optimistic about the impact it will have on the lives of millions of coffee people.

Following the publication in 2021 of the revised "Coffee Sensory & Cupping Handbook", a period of research followed, because it was necessary to assess what the market says about the current standard, what changes we need to make and in which areas we need more research. In early 2022, we started pilot testing in collaboration with World Coffee Research (WCR) a first version of the new form.

At the end of April we released the beta version of the new evaluation method which will now be common for all coffee varieties and all processing methods and will be based on two analyses. Throughout the beta period until the end of 2023, we will invite the coffee community to contribute, through hints, suggestions, but also the use of the new form to its further development, in order to publish the new standard by the end of the year.

Of the two analyses, one will be completely objective. It is called descriptive analysis and the cuppers will be able to describe 100% what they taste based on the SCA flavor wheel and at what intensity based on the sensory Lexicon.

The second will be completely subjective, it will be based on the cupper's preference and will end up through a mathematical calculation in a score, the scoring system ranging from 0 to 100. This score will tell us how much each specific cupper likes coffee and if we consider that cuppers buy for their customers, we will be able to tell how much a particular coffee is liked in any given market.

Through which actions do you plan to contact the consumer and educate them on specialty coffee? In 2023, we will see a major shift by SCA in how we will try to grow the specialty coffee market. The chapters will mainly target consumer actions such as coffee festivals, while at the same time we will bring consumer education to the market. We plan to see the first results in 2023, and maybe Greece will be one of the countries that will participate in this pilot program.

The Greek representation in the SCA for 2023 is strong. How would you describe the collaboration with Mr. Konstantinos Konstantinopoulos and what are your common goals?

Mr. Konstantinopoulos is the Chairman of the SCA Board of Directors for 2023. It is a great honor to work with him, not because he is the first Greek to occupy this office, but because he is a world-class leader in both fields, management and coffee. The common goals we have are threefold: To introduce the Coffee Value Assessment System, a tool that will change the market of coffee, to open the scope of SCA to consumers in order to grow the Specialty Coffee market and to have a truly successful and unforgettable World of Coffee in Greece in June.

Finally, what are your own professional plans?

In February 2023 we completed the first phase of SCA's digital transformation, with new backend, frontend and merchant services systems. The internal restructuring of companies and executives is also being completed, which will allow me, on a personal level, to take a much more active role internationally, in discussions and interventions with governments, other organizations in the coffee sector, the banking system and the industry, to promote the specialty coffee agenda.

Interview Yannis Apostolopoulos

Traditional Greek coffee has shown remarcable durability and timelessness, refuting those who rushed to write it off. Its dynamics in recent years prove that there is no ceiling to its evolution.

TECHNIQUE

GREEK COFFEE

Traditional Greek coffee remains a strong preference among Greek consumers, regardless of their age.

"Snack&Coffee" takes a look back at the history of coffee which is prepared in a briki or cezve/ibrik and gives useful tips for the perfect cup.

Coffee, as we make it in the briki and drink it, unfiltered, is a habit that came from the Arabs, the first to prepare this type of coffee. The history of coffee in Greece begins with the years of the Turkish occupation. Especially the Greeks of Constantinople, Thessaloniki and Northern Greece in general are the first to know and become used to drinking coffee, together with the Turks. Tellingly, in Thessaloniki, during the 17th century and according to historical sources, there were more than three hundred coffeehouses frequented by Greeks and Turks. In Athens, the first coffee shops appear later, small at first, frequented mostly by Turks. Over time, however, their clientele is enriched with Greek people and according to the writer Alexandros Papadiamantis, from the 1760’s drinking coffee as a habit is adopted by the rest of Greece. Until the beginning of the 20th century coffee shops also served as coffee grinders, that is, they procured raw coffee and, after roasting it, they grounded it in small manual mills. The first special places, coffee shops - that quickly changed their name to coffee roasters - appear at the beginning of the 20th century and deal exclusively with the import, processing and sale of ready-to-drink coffee.

Different to other coffees

The essential difference of traditional Greek coffee, as in most coffee types, lies in its preparation, roasting and grinding. Mainly, however, Greek coffee differs in the feeling it awakens, even when simply smelling its

TIPS FOR THE PERFECT CUP

The brewing ratio used for Greek coffee is 1 to 10, that is 10 grams of coffee in 100 grams of water. This means that for 1 Greek coffee cup of water, we put 1 teaspoon of coffee. That is, for every 60-80 ml of water, we use 6-8 gr. of Greek coffee. This ratio can be reduced or increased, according to the blend, or the result

It is a recipe that works both for commercial coffees, but also for more special ones. Depending on the roast, we can increase our dose if the coffee is very blond or reduce it if we

For a proper Greek coffee, check the following: 1) Stability in the recipe (coffee grams/water ml). 2) A proper vessel -ideally a briki that heats up without gaps. 3) It is also important that the heat diffuses evenly around the briki. 4) And, of course, lots of love for our preparation.

4) The essential difference between Greek coffee and other types of coffee lies in its preparation, roasting and grinding. Mainly, however, Greek coffee differs in the way it makes you feel, even when simply smelling it. It’s a scent deeply connected to Greek people’s memory, starting from childhood.

5) Two other main differences between Greek coffee and other coffees are the following: First, in this specific way of preparing coffee, we do not use a filter to hold the coffee grounds, but a natural separation occurs when the grounds fall to the bottom of the cup. And second, it is the only coffee drink where the temperature of the water reaches boiling point.

6) The ceramic briki is ideal for great taste because the heat is evenly diffused in the drink. With the fire (flame), we have complete control over the heat. In fact, many consider it to be even better than ember. The material with which the briki is made of definitely plays its part, brass briki being also one of the best.

7) Water plays a key-role in the outcome, as its composition changes significantly while boiling. Low-salt filtered water is, therefore, recommended.

8) Last but not least, there is boiling time, which is also important for a good result. For example, for a single Greek coffee cup, boiling time should not exceed 2.5 minutes, 2 minutes being the ideal boiling time.

unique aroma. For Greeks, its a scent connected to our memory since childhood years and everyday moments with family and friends. Additionally, in this specific way of coffee making, we don’t use a filter to hold the coffee grounds, but a natural separation occurs when the grounds are being naturally piled up at the bottom of the cup, forming the leftover (called "katakathi" in Greek), which is not drinkable and is thrown away. Also, it is the only coffee drink to allow the temperature of the water to reach a boiling point.

The thing in common with other coffees

Greek coffee is addressed to all categories of consumers regardless of their age or financial status. Almost all homes have Greek coffee in their cupboards, from student homes to elderly people’s homes, and they use it to start their day or to "treat" it to a guest. Greek coffee is inherent to Greek tradition. Younger generations learn about it, appreciate it and include it in their choices. In fact, according to recent research, the consumption of Greek coffee at home is ranked first place. If we had to focus on a specific age group, this would be mainly -but not limited to- consumers over 50, since many young people will also choose it, both during winter when hot coffees are preferred, and summer in its so-called cold version.

Traditional Greek Coffee today

The truth is that it has gone through many phases. From an almost monopoly, it was dethroned, considered passé, became cult, however, it’s slowly regaining its rightful place. As for consumption outside the home or workplace, the Greek supply market constantly gives occasions and opportunities to make Greek coffee a best seller again. Today, it "flirts" with establishing itself as a dominant choice, reaching the point of directly opposing the "king" espresso, while its preparation becomes the subject of research and innovation, with automatic machines for Greek coffee already being on the market. However, as nothing compares to the classic, the ember starts to smolder again, the briki goes up and down and its signature cups crowd tables, not only at rural cafés, but also at modern urban cafés that choose excellent quality blends. If nothing else, Greek coffee has shown remarkable durability and timelessness. It emphatically refuted those who rushed to write it off in the previous decades, by throwing away the label "old-fashioned", which was attached to it, and the dynamics it has shown recently prove that there is no ceiling to its evolution. 

Turkish, Arabic or Persian?

Many countries claim the origin of briki-brewed coffee. The differences lie in details such as roasting, grinding, time, etc. Arabic coffee is prepared using the same briki method with the addition of cardamom and other spices. It’s worth noting that in Arab countries they use large ceramic pots, which are placed in the sand, after having created a heat source.

On the other hand, there is Turkish coffee, also made with spices, but also with rose water or flower water. In general, spices (cinnamon, star anise, mahlab, mastic) are friends with coffee and blend harmoniously with it. Another important difference lies in the time and method of boiling. For example in Armenia they boil the coffee, remove it and then put it back on the fire. Also in Turkey and the Arab countries, darker roasts prevail, in contrast to Greece, where consumers tend to choose medium roasts.

Knowledge, ideas, creativity

The Greek coffee industry has been flourishing for about 15 years now, which is pretty much the same time that Snack&Coffee Magazine has been around exploring the market since 2005. During these years we grew all together: People, the market, the knowledge on cofee and the possibilities.

Therefore, coffee in Greece has been constantly evolving to an important pilar of national economy. Existing companies grow bigger, new "players" show up, greek exports thrive, international companies make their entrance and over all, more people invest in coffee shops and coffee careers.

Snack&Coffee Magazine is a reliable high-end edition for both the gurus of the market and the beginners, who enter into the magical world of coffee. With rich content, it works as a... barista tool for everyday work

issues with technical articles and solutions, and as a guide to survive for the entrepreneurs, with focused articles on better sales, personel training and marketing ideas. Thus, there are special columns inspired by the needs of the market, the trends and the consumer habits, the places and the tastes of each season for breakfast and brunch, street food, cocktails, finger food, beer and wine etc. At the same time, the magazine highlights innovations on coffee making equipment and provides market stories about new products and services. Moreover, it presents interesting and exclusive interviews with the top class people, owners, executives and baristas from Greece and all around the world. Finally, Snack&Coffee Magazine becomes the best platform for new companies to introduce themselves to the market and for the already established ones, το present their new activities and product lines.

*Among others we are proud of our productions on photo shootings for our guests interviews, coffee, food and cocktail recipes, coffee shops and places, press missions and stories.

Τext: Eleni Manika