Fresh Cup Magazine | The Branding Issue | August 2019

The Branding Issue A U G U S T 2 0 1 9 | VO L . 2 8 . N O. 8 | F R E S H C U P M AG A Z I N E

Departments

14

16

20

24

56

FRESH GENIE OF BEL-AIR

COFFEE x STREETWEAR

DOLCEZZA AT THE HIRSHHORN

UNIQUE SELLING POINTS

INTEGRATING AN IDEOLOGY

Drink of the Month

Trending

Café Crossroads

In House

The Last Plastic Straw

By Kyia Hudson

By Jordan Johnson

By Carrie Bell

By Jessica Natale Woollard By Robin Roenker

Features

30

40

More Than Mugs Here’s a look at three very different approaches to merchandising for coffee and tea shops around the world.

By Susan Johnston Taylor

Achievement Unlocked: Custom Retro Arcade Espresso Machine An interview with Kelly Stombaugh, artist and roaster, on how she transformed a Synesso MVP into the retro arcade machine of her childhood dreams.

By Jordan Johnson

36

44

Pack Your Bags

The Perfect Shot

Five different companies offer a look at their approach to packaging coffee and what it means for building a strong brand.

Why Instagrammability is so important for today’s café operators.

By Carrie Pallardy

By Jordan Johnson

EDITOR’S LETTER, PAGE 10 | CONTRIBUTORS, PAGE 12 COUNTER INTELLIGENCE, PAGE 52 | CALENDAR, PAGE 54 | AD INDEX, PAGE 58

On the Cover: The Life Aquatic: pineapple, creamy coconut, passion fruit, espresso & bitters. Photo courtesy of Dayglow Coffee 8 ] AUGUST 2019 » freshcup.com

Editor’s Letter

W

hile the coffee and tea market may seem more congested than ever, we know that each and every café and business out there was built with the intention to deliver high-quality product and customer service. In an industry with so many options to choose from, though, how do you get your business to stand out?

That’s why we bring to you our special Branding Issue.

From getting a frontline look at high-scale collaborations (p. 20 & p. 40) to learning about how to uniquely set yourself apart from other businesses (p. 24), incorporate your mission and values intrinsically into your brand (p. 56), and much more, these pages are filled with tips, examples, and lessons from folks behind successful branding and design endeavors.

But as with any worthwhile pursuit, the path to success is not without challenges. These stories are also filled with plenty of trial and error, back and forth, and roadblocks as business owners seek to build relationships and grow revenue.

As Erica Moore from Scottish tea brand eteaket (p. 30) says, “It does take a long time to get it right, but it’s worth it when you get something special.”

Developing a successful brand means more than just having the right logo, color palette, or Instagram grid. It also means having patience, a clear vision, adaptability, and a willingness to compromise. It means figuring out innovative ways to communicate with consumers why you deserve their business. It means being diligent and discerning when it comes to choosing your collaborators.

And speaking of collaborators, this issue couldn’t have existed without the hard work of one of my own teammates.

A huge thanks to our associate editor, Jordan Johnson, who pulled triple duty this month writing three feature stories and who always brings her passion for marketing and design to the table.

We hope you are inspired by the passion, hard work, and creativity found in these stories as you seek to grow your own brand.

FRESH CUP MAGAZINE FRESH CUP PUBLISHING Publisher and President JAN WEIGEL jan@freshcup.com EDITORIAL Editor CAITLIN PETERKIN editor@freshcup.com Associate Editor JORDAN JOHNSON freshed@freshcup.com ART Art Director CYNTHIA MEADORS cynthia@freshcup.com ADVERTISING Sales JAN WEIGEL sales@freshcup.com Ad Coordinator DIANE HOWARD adtraffic@freshcup.com ACCOUNTING Accounting Manager DIANE HOWARD diane@freshcup.com FRESH CUP FOUNDER WARD BARBEE 1938-2006 EDITORIAL ADVISORY BOARD DAVID GRISWOLD Sustainable Harvest Coffee Importers

CHUCK JONES Jones Coffee Roasters

PHILLIP DI BELLA Di Bella Group

BRUCE MILLETTO Bellissimo Coffee Advisors

ANUPA MUELLER Eco-Prima

BRAD PRICE Phillips Syrups & Sauces

BRUCE RICHARDSON Elmwood Inn Fine Teas

MANISH SHAH Maya Tea Co.

LARRY WINKLER Torani

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Copyright ©2019 by Fresh Cup Publishing Company Inc. Contents may not be reproduced without written permission from the publisher. ISSN: 1094-8228 SUBSCRIPTION QUESTIONS? EMAIL: freshcup@pfsmag.com CALL: 888-881-5861 PO Box 92735, Long Beach, CA 90809-9639 FRESH CUP OFFICES 2627 NE MLK Jr. Blvd., Suite 203, Portland, OR 97212 PHONE: 503/236-2587 | FAX: 503/236-3165 CAITLIN PETERKIN, EDITOR

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10 ] AUGUST 2019 » freshcup.com

Our Contributors

Carrie Bell is a California native and Los Angeles-based freelancer who covers travel, entertainment, food and beverages, weddings, wellness, and general interest topics for both print and online outlets including Fodor’s, Reader’s Digest, Yahoo, Bridal Guide, TripSavvy, Refinery29, and Entertainment Weekly. She is fueled by curiosity, ambition, infinite wanderlust, and Coffee Bean Vanilla Ice Blendeds. In her Fresh Cup debut, she writes about what it took for a café owner and a world-renowned designer to install a coffee shop in a historic museum (p. 20).

Ardent tea drinker and bookworm Carrie Pallardy is a freelance writer and editor based in Chicago, Illinois. She writes about a wide range of topics, from real estate and entertainment to education and global travel. In this issue, she covers the importance of conveying your company’s brand through packaging and design (p. 36).

12 ] AUGUST 2019 » freshcup.com

Full-time freelance writer Susan Johnston Taylor covers personal finance, entrepreneurship, and lifestyle topics for The Wall Street Journal, Daily Candy, Parade, Entrepreneur, Boston Globe, Fast Company, and The Atlantic.

Learn about companies that are connecting with customers and effectively telling their story through branded merchandise, on p. 30.

Lexington, Kentucky-based freelance writer Robin Roenker has extensive experience reporting on business trends, from cybersecurity to real estate, personal finance, and green living. For Fresh Cup, she covers sustainable and eco-friendly trends in cafés and the coffee industry in her regular column, The Last Plastic Straw, on p. 56.

Jessica Natale Woollard writes stories about people, places, and things deserving of a wider audience. Based in Victoria, British Columbia, she specializes in writing about business, which she undertakes while sipping her favorite brew, mango and bergamot green tea by Whittard of Chelsea.

On p. 24, she highlights coffee and tea businesses around the world who are making the most of their unique selling points.

Drink of the Month

Fresh Genie of Bel-Air

BY KYIA HUDSON Queen City Grounds (Charlotte, North Carolina)

M

y manager and I were trying to figure out what to do with a jasmine and vanilla sugar that had been infusing for three months. It was around the same time as the new Aladdin trailer dropped, so we knew we had to incorporate the film into the drink. But we couldn’t stop there as we pride ourselves on our artistic aesthetics.

We added butterfly pea powder to give the latte a blue hue to signify Genie. The Will Smith part was actually a joke that we didn’t fully intend on including, however, we’re glad we did.

INGREDIENTS Milk of choice 1 tsp butterfly pea powder Jasmine/vanilla syrup (see below) Will Smith stencil and cinnamon (optional) JASMINE/VANILLA SYRUP INGREDIENTS 450 g sugar 500 g 175-degree water 10 g jasmine tea leaves 1. Create a simple syrup using water and sugar.

2. Steep jasmine tea leaves for 4 minutes.

3. Strain mixture and bottle.

INSTRUCTIONS 1. Pull a double shot of espresso.

2. Mix espresso with 1 oz jasmine/vanilla syrup.

3. Steam milk of choice.

4. Add butterfly pea powder to milk pitcher after steaming. Stir.

5. Pour.

(Optional) Top with cinnamon using Will Smith stencil.

14 ] AUGUST 2019 » freshcup.com

PHOTO BY JOSHUA VASKO @JOSHUA.VASKO; STENCIL BY JORDAN JOHNSON @DRAWNHUNGRY

FRESH CUP MAGAZINE [ 15

Trending Coffee x Streetwear

BY JORDAN JOHNSON

SEE SEE MOTOR COFFEE CO. in Portland, Oregon: Get your coffee, moto jersey, and camp hat (above) all in one stop.

O

nce considered generic, everyday items, T-shirts, sneakers, baseball hats, and coffee have all come to share a newly elevated status within urban centers around the globe. From Los Angeles to Seoul, streetwear style and specialty coffee culture have taken root among younger consumers as signifiers of taste and values. While there is a focus on crafting radically superior products

16 ] AUGUST 2019 » freshcup.com

by creators—designers and stylists in the streetwear realm, and roasters and baristas in the specialty coffee sphere— passionate consumer bases who carefully curate their consumption are the ones creating demand for dramatically different products compared to previous generations.

Now, cafés and roasteries are becoming pseudo-fashion houses themselves, creating branded mer-

chandise collections with an emphasis on unique designs that wouldn’t look out of place in a Calabasas closet.

Changing Consumer Values “Older generations have affluence; younger ones also have influence,” states global consultancy firm AT Kearney in a 2017 consumer goods report The Consumers of the Future: Influence vs. Affluence. The report explains that

changing values, demographics, and hyper-connectivity have created a generation of consumers who look to the trust, influence, and personalization that a brand offers when choosing where to spend their money—which makes sense when looking at the connection between coffee and streetwear.

Authenticity in passion, craft, and curation builds consumer trust and influence for a brand among younger consumers. Trust in corporate stylemakers has been eroded to the point that top brands from a decade ago, such as Guess, Hollister, and Juicy Couture, closed dozens of locations and saw their net value plummet.

“The internet and social media gave the consumers their own platforms and reach, letting communities form around shared interests and values,” writes Quartz fashion reporter Marc Bain in an article, “Streetwear is What Happens to Fashion When Consumers Start Dictating the Terms.” “Peers started to become more important than the gatekeepers.”

Third- and fourth-wave coffee shops are excellent at building trust within their businesses out of necessity. The ubiquity of coffee shops in urban areas has caused owners to differentiate to the point of creating unique microcosms

PHOTOS COURTESY OF SEE SEE MOTOR COFFEE CO.

through themes, high-quality product sourcing, and consumer connection.

“See See started because there wasn’t a place where the motorcycle community could all come together without feeling like they needed to join a club to get there or have a garage full of bikes to be there,” says Tori George, cofounder of See See Motor Coffee Co. in Portland, Oregon. “The community idea grew into a store where you could come get things that didn’t exist together before and you didn’t have to prospect [audition] to wear a shirt. The café came naturally as it’s a perfect place to meet in the mornings before rides, and now you can pick up a sweatshirt if it’s cold or purchase some oil to top off your bike.”

our clothing line, we wanted to make sure that we represented who we were and also what our mission is, which a lot of our mission is to help non-profits.”

The company’s apparel line features simple black and grey shirts with minimal graphics and soft knit beanies with a leather logo patch. From selecting pieces based on comfort to choosing calming colorways and donating a portion of sales, every piece of Motivāt’s apparel line is designed in concert with the company’s goal to provide the best service and highest-quality products with a social mission to aid children’s education, women’s restoration, and re-entry job training programs.

Community Through Clothes

Passion for All Things Premium

Communities can be formed around a multitude of ideas. At Motivāt Coffee Roasters, a pop-up shop in the California Bay Area, the merchandise was designed around the company’s altruistic mission.

“Our merchandising line is a take of what our coffee is, which is basically our comfort, our home. It’s what we want others to feel as well,” says Daniella Diaz, creative director of Motivāt. “We want others to feel that our coffee has a place in their own home. And so with

“Squad Goals: To make the coffee snob and the sneaker nerd become friends over the love of all things premium.”

This mantra is what greets customers as they walk up to the glass doors of Deadstock Coffee in Portland, Oregon.

The shop is dedicated to all things sneaker culture and serving houseroasted coffees in drinks with catchy pop culture-inspired names. While a café dedicated to shoes may not have seemed like an obvious match to most when owner Ian Williams launched

FRESH CUP MAGAZINE [ 17

Trending

DEADSTOCK COFFEE in Portland, Oregon. An Air Jordan II by D’Wayne Edwards and students at Pensole Footwear Design Academy. The design was inspired by a No. 2 pencil (left).

Coffee Flip Old E snapback with flame logo (right).

the shop, his experience working at Nike and passion for sneaker culture provided him with the insight to know a community was out there waiting for a space like his.

Back in 2016 when his shop first opened, Williams told local alt-weekly Willamette Week, “I know the power a coffee shop has in the community.

With Compound Gallery, [footwear design school] Pensole and INDEXPDX already being here, why not make a place where those things have some representation?”

Now, Williams’ shop sells a range of apparel featuring “Coffee” and “Coffee Should Be Dope” with Deadstock’s flaming bean logo. Whether a customer

walks out wearing one of Deadstock’s snapbacks or sipping on a latte featuring an Air Max stencil, they announce to the world their participation in a deeply passionate subculture.

Cohabiting Concepts Just because the streetwear phenomenon has been popularized

by Millennials and Gen Z, it doesn’t mean the trend is only for those under 35.

“A lot of followers are young. A lot of our followers are old. Both are male, female, families and friends. We first and foremost always try to make our apparel inclusive to all,” says George. “What would your dad wear

because it’s nostalgic to him but it’s super cool to you? We look back at the ‘60s and ‘70s when flat track and dirt track racing was at its all-time high— which wasn’t that long ago—and many of our customers today were there, out on the track! They are now inspiring new and young customers to get out on the track today.”

Specialty coffee and streetwear go together so well because they offer a better version of what consumers want. Community, craft, creativity, and passion are what drive many consumers to both coffee and fashion—it was only a matter of time before the two blended into the cohabitating concepts we see now. FC

California Bay Area’s MOTIVĀT COFFEE ROASTERS chooses colors and fabrics that emulate a soothing comfort and style for its clothing line.

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TOP LEFT PHOTO BY CYNTHIA MEADORS, TOP RIGHT PHOTO: INSTAGRAM @DEADSTOCKCOFFEE, TWO BOTTOM PHOTOS COURTESY OF MOTIVĀT COFFEE ROASTERS

Café Crossroads Dolcezza at the Hirshhorn A MASTERPIECE THAT MAKES MACCHIATOS

BY CARRIE BELL

HIROSHI SUGIMOTO sits in front of the Dolcezza Coffee and Gelato café he designed in the lobby of the Hirshhorn Museum and Sculpture Garden.

A

Japanese photographerturned-renegade architect, a former software engineer, an Argentinian immigrant, and a bevy of bureaucrats walk into a Washington, D.C., modern art museum.

While it sounds like the beginning of a convoluted joke, it’s actually the tale of how form, function, and the federal government came together to bring the National Mall its first decent cup of coffee and the Hirshhorn Museum a lobby café and lounge so visually appealing it could be considered a work of art.

Curating a Café Now that Dolcezza at the Hirshhorn has been open for a year and a half, baristas flit about pouring cappuccinos,

20 ] AUGUST 2019 » freshcup.com

crafting dulce de leche lattes, and bagging fresh pastries while chatting about cherry blossom season’s horrid traffic. Museum goers pick up their orders and slide into the wavy DNA-inspired chairs at twin tables crafted from 700-year-old Japanese nutmeg tree roots. The ease with which people move around the café belies the years of planning, approvals, research, designing—and then re-designing—that went into getting it built.

Robb Duncan, who co-owns nine Dolcezza outposts with wife Violeta Edelman, came to the project after the initial red tape of putting a coffee bar in the historic Smithsonian-owned Brutalist landmark was squared away.

At the time, artist/architect Hiroshi Sugimoto was already knee-deep in his natural-meets-metallic vision. Duncan still spent more than 12 months sub-

mitting proposals, attending meetings, collaboratively designing back-andforth with Sugimoto, and experiencing a healthy amount of good ol’ trial and error before opening.

“It was a lot of work, a lot of meetings, a lot of problem solving, but it was done so consciously, so collaboratively, so artfully. When they first came to us and said, ‘Want to do a Hirshhorn coffee shop?’ I was like, ‘Yeah, that’s cool. We’ll make a bid and see what happens,’” says Duncan. “I didn’t really care whether we won or not. Probably because I didn’t realize how big and special this project was or how amazing Hiroshi would be to work with.

“But the deeper in we got, the better it got,” he continues. “We ended up with our name on something cool that we could have never designed or afforded. And now we’re the only local coffee shop ever to operate inside of a

PHOTOS BY FARRAH SKEIKY

Smithsonian and on the National Mall.

That’s a huge stamp of legitimacy.”

Which Duncan finds amusing, given the fact that he met his now wife/partner at a 1999 conference in Brazil on the hallucinogenic plant ayahuasca.

“I was living in Portland doing software engineering, but never liked it,” he says. “[Job disinterest] led me to

gelato making. I [knew it] would be huge in the States. This was before all the fancy ice cream.”

When Argentina’s economy crashed, the couple moved to D.C., where Duncan got a government software gig.

But he and Edelman quickly decided this was the perfect city to start their gelato empire.

“In 2004,” he says, “we opened [a] tiny Georgetown kitchen and never looked back.”

But Second, Coffee

the conference. I met this girl from Argentina and it was a life-defining moment. Six months later, I quit, traveled the Amazon River and coast of Brazil with her, met her family, moved, got married and discovered gelato. There were all these Italians who immigrated to Buenos Aires post-World War I and II who brought their tradition of

Coffee was a natural addition to Dolcezza’s gelato offerings, which are available from their pop-up café in the museum’s outdoor plaza.

“There’s always coffee in gelaterias and coffee was always a love for me, especially after living in Portland,” says Duncan. “I walked into Stumptown the day they opened and that shifted my paradigm of coffee.”

But it wasn’t until they opened their third store in 2010 that they beefed up the coffee side.

“The first six years was getting in with farmers and perfecting 250 flavors of gelato,” he says. “Then we started a multiroaster program, working with Ritual, Verve, Handsome, Counterculture,

Madcap, basically all the micro-roasters coming up back then. [Now beans are sourced and roasted by Brooklyn’s Sey Coffee.] Coffee is now equally as important as gelato in our business model.”

Dolcezza was already a local success story in the DMV (District, Maryland, and Virginia) when the Hirshhorn project was brought to their attention by museum representatives. Despite several past opportunities, Dolcezza always passed on café partnerships.

“It’s usually a recipe for disaster,” says Duncan. “People have their own way of doing stuff and it’s hard to make sure they also meet your needs.

We would compromise quality or risk our reputation.”

But this felt different from the get-go.

“The museum people are our kind of people,” he explains. “It’s hard to find edginess in buttoned-down, type-A, politically correct D.C. but the new director Melissa Chiu was changing the face of the Hirshhorn to be edgy and super cool. We were going to get to interact with Hiroshi to build a bar that’s also a piece of art [to then] operate our way. Dream scenario.”

FRESH CUP MAGAZINE [ 21

Café Crossroads

Form vs. Function After winning the bid against other local and national companies, the real work began, as the original design had issues.

POP-UP café in the museum’s outdoor plaza.

“The vision for how the café would occupy the space was all Hiroshi and it was beautiful. But where it started, it would have been difficult to make good coffee,” says Duncan. “We had to help them refine certain elements to make a functional coffee bar.”

Thankfully, he adds, the design team was open to feedback. The biggest concern was the back bar: the team put the espresso machines there, but had lowered them to the point of humanly unusable (around two feet) so as not to obscure the brass backsplash.

“It’s also weird for the barista to not face the customer while making their drink,” he says. “It’s an important interaction.”

To find a fix that would please everyone, Duncan says they had “to treat the machinery as part of the design.” He also suggested switching from his preferred La Marzocco to Modbar’s under-counter model.

“Espresso machines are like hot rods—you want people to see you take it for a ride, not hide it. But a customized Modbar was the perfect choice for this particular project,” he says. “It meant the equipment moved to the front counter and the only thing that protruded was the heads. Modbar sent parts that would be seen to Hiroshi’s Tokyo materials lab where they coated them with their alloys [to] fit the tin look.”

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PHOTOS: INSTAGRAM @HIRSHHORN

Unfortunately, now the counter was too tall. They settled on a two-level bar (on the working side) despite pushback from Sugimoto.

“He felt it broke up the visual line. I understood it was an art installation but it needed to be functional,” says Duncan. “There had to be give and take.”

There also had to be patience, as they were working within a building under review for National Historic Landmark status.

“Any changes to the design had to be signed off by what seemed like a million people,” says Duncan. “The level of bureaucracy that goes into drilling a hole is insane. We’d go to meetings and there’d be 25 people from 10 teams trying to approve moving a sink drain.”

Duncan also put up a fight for signage: “We understood that they asked us to join their project and we respected it as art, but we don’t want to be anonymous. We needed to get recognition too. I said, ‘You can put it wherever you want and handle it however you want, but our name has to be somewhere.’”

Sugimoto’s solution was to invent a custom font and turn the backsplash into a metal pegboard that holds the name and drink menu.

“We now have our own font designed by a famous artist,” says Duncan, pleased. “That’s cooler than anything I could have come up with.”

Also in that category is the $23,000 trashcan.

“It’s kind of Andy Warhol—a common item as art,” says Duncan. “I was weird about using it at first. The people on their family vacation have no idea they just spilt coffee on a work of art.”

However, he notes that the designers planned for such wear and tear, making the trashcan out of an alloy that was tested in Sugimoto’s Japanese lab and found to be the most stain-resistant.

“That’s also what I really like about the design,” he says. “There’s nothing that’s not intentional in it.”

The experience changed Duncan’s opinions on collaborations and he’s looking forward to applying that new mindset to creating drinks or gelato flavors inspired by upcoming exhibits, and potentially future partnerships.

“The coolest part is the intersection we now have with the world of art. It inspires us,” says Duncan. “I learned there is a right way to do collaborations and it makes the people involved better. I learned so much and I’m so happy with the results.” FC

Dolcezza at the Hirshhorn 7th St. & Independence Ave. SW Washington, D.C. 20560 www.dolcezzagelato.com www.hirshhorn.si.edu

Café hours (museum lobby) Mon–Fri, 9 a.m.–5 p.m.

Sat–Sun, 10 a.m.–5 p.m.

Pop-up Gelateria & Café hours (outdoor plaza) Sat–Sun, 12–5 p.m.

FRESH CUP MAGAZINE [ 23

In House Unique Selling Points

18 CAFÉS DOING MORE THAN JUST SELLING GREAT COFFEE These brands from around the world are serving up a unique experience for their customers.

E

BY JESSICA NATALE WOOLLARD

arly in his career in the coffee business, Bruce Milletto received a piece of advice that’s stayed with him: “What people need to realize is it’s not about the coffee, it’s about the break.”

The long-time café owner and president of Bellissimo Coffee Advisors in Portland, Oregon, says those 15 words provided deep insight into how to be successful in the industry: by thinking about what customers would experience at his establishment.

Years later, it’s still a core message he teaches students at his coffee school.

“There’s 100 places you can go for great coffee,” says Milletto. “What else are you going to give the customer?”

The concept of doing something unique to differentiate your business and attract customers is what marketing professionals call the “unique selling proposition” or “unique selling point” (USP): the thing that makes you special so that people choose your café over the one down the road.

Author and coffee consultant John Richardson of Coffee Profit Lab in the

U.K. observes that USP is more important today than ever before because there is so much more competition.

“A good coffee shop (12 years ago) did not need to have a strong USP. The USP was, ‘That’s the place you go to get coffee,’” he says. “These days, you have to have something different.”

What that different thing is varies by type of business, location, clientele, business objective, and competition.

The unique element needs to complement the business’ identity, adds Richardson.

Your USP could be a superb location, a one-of-a-kind experience, a signature drink or product, a concept or theme, or your values interwoven into the fabric of the company in a special way.

What it won’t be is a promise to serve the best cup of coffee.

The USP of a successful café is often something not related to coffee or product at all, says Tom Vincent, founder and president of the Texas Coffee School in Arlington. A former marketing professional, Vincent helps his students position their business so

it resonates with today’s clients, many of whom thrive on experiencing something special.

“We’re not in the coffee business, we’re in the ‘selling an experience’ business,” he explains. “We are in a sea of sameness….I see the same menu items, same Instagram feeds, same everything. My goal is to plant the seed in [my students’] minds so they see bigger and more interesting possibilities.”

If the thing that makes your coffee or tea business more desirable than the coffee or tea business next door has little to do with the quality of your coffee or tea, how do you find the ingredient to make your business stand out? With the right mix of strategy, creativity, passion, and investment, you can find the unique story you want your business to tell, the story that will connect with the heart of your customers and get you fired up to lead your business through good times and bad.

Here, for inspiration, Fresh Cup has assembled coffee and tea businesses worldwide whose USPs make them stand out from the crowd.

Location, Location, Location A great geographic location is a key component of a successful business. These businesses take location one step further by situating themselves in locales that draw people in, establishing their business in a space that’s not just a location, but a destination.

Crew Collective & Café Montreal, Québec, Canada crewcollectivecafe.com

Crew Collective & Café transformed the Florentine palazzo-style former Royal Bank of Canada headquarters, built in 1928, into a café and coworking space. The building’s architectural gems— grand marble archways, hand-painted coffered ceiling, mosaic floors, and ornate chandeliers—have all been preserved.

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Forage Asheville, North Carolina florabotanicalliving.com

Located inside a floral shop, Forage’s seating options are dotted between greenery: hanging plants, ferns, blooms in vases, and an elegantly draped arch. As one blogger wrote upon her visit to the café, “It’s just one of those places that you don’t want to leave.”

PHOTOS COURTESY OF CREW COLLECTIVE & CAFÉ (LEFT) AND COURTESY OF FORAGE (RIGHT)

FRESH CUP MAGAZINE [ 25

In House

Coffeelovers Dominicanen Maastricht, Netherlands coffeelovers.nl

Built in the thirteenth century, Maastricht’s Dominicanen church features Gothic architecture, stained glass windows, and centuries-old frescoes. Today, the church, which no longer has religious ties, houses a bookshop that attracts more than 700,000 visitors a year, and the Coffeelovers chain established a café in the former choir. In a nod to the building’s history, you can sit at a cross-shaped table, surrounded by stone pillars with dappled light piercing the leaded-glass windows.

Lake Agnes Tea House Lake Louise, Alberta, Canada lakeagnesteahouse.com

Hike two hours into the Canadian Rocky Mountains to visit this tea house, perched at 7,005 feet above sea level with views of the highaltitude Lake Agnes. Along the route, catch glimpses of Lake Louise, a glacial lake world-famous for its aquamarine waters.

Themed Experiences Vampire lairs, cat cafés, motorcycle hangouts, cultural tributes—themed locales attract curious customers interested in having a unique experience. Deliver on your brand’s promise for something unforgettable, and enjoy soaking up the free advertising: These spaces are often havens for Instagram photos.

CardboardBombay Mumbai, India facebook.com/cardboardbombay

Walls, tables, chairs, chandeliers, accessories—it’s all cardboard at CardboardBombay. Everything in the space save the shell and kitchen appliances has been sculpted of corrugated cardboard, chosen to show the biodegradable material’s versatility, durability, and potential for modern architectural design. The space is an artistic and architectural feat.

Swan Café Cape Town, South Africa swancafe.co.za

This Parisian café and crêperie uses a swan motif to create an elegant aesthetic and unique experience with waiters in Breton stripes and berets. Copper-colored birdcages function as eye-catching light fixtures, the warm rust color contrasting with the deep purple swan logo, gray floor, and large wall murals—purple-hued prints of artwork depicting the mythology of Leda and the Swan.

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PHOTOS (COUNTERCLOCKWISE FROM TOP LEFT) FACEBOOK @BLANCHEDAEL.COFFEELOVERS, INSTAGRAM @LAKEAGNESTEAHOUSE, PHOTO BY MRIGANK SHARMA, COURTESY OF SWAN CAFÉ, INSTAGRAM @REDBAYCOFFEE, INSTAGRAM @1OOKMUMNOHANDS, FACEBOOK @UNICORNBRAND, INSTAGRAM @ZAVIDACOFFEEROASTERS, PHOTO BY ERIC LANG

Boulder Dushanbe Teahouse Boulder, Colorado boulderteahouse.com

Set in the foothills of the Rocky Mountains, the Boulder Dushanbe Teahouse was a gift from Boulder’s sister city, Dushanbe, the capital of Tajikistan. Built between 1987 and 1990, it was constructed in Dushanbe by hand by a team of more than 40 artisans. The building was then disassembled, sent to Boulder, and reconstructed there. The 12 carved wooden columns, hand-painted ceiling, ceramic panels and colorful Persian artwork make this teahouse a living, breathing work of art.

Unicorn Café

location opened in June, was founded by artist and entrepreneur Keba Konte. With a mission of bringing diversity and inclusivity to the specialty coffee community, Red Bay seeks to hire people of all backgrounds, including those who have been incarcerated and those with disabilities. More than 50 percent of the management is made up of women.

Zavida Coffee Roasters Toronto, Ontario, Canada zavida.com

More than 500,000 trees have been planted thanks to Zavida Coffee Roasters’ coffee drinkers. The company plants one tree in rural communities in Africa for

Bangkok, Thailand unicorncafebkk.com

Step inside the ultimate themed café and pass into a pastel fantasyland with unicorn wallpaper, stuffed animals suspended overhead, and multicolored floor, ceiling, and furniture.

Menu items are served on star-shaped plates, and the Galaxy Frappe comes in a star-shaped receptacle.

Look Mum No Hands!

London, England lookmumnohands.com

One of the first cycle cafés, Look Mum No Hands! lives its values by placing cycling culture at the heart of all it does, intertwining a love of bikes with the café experience. With four bike mechanics working full-time in the workshop, the business also hosts special events like Tour de France screenings and book launches as well as cycle-themed art exhibitions and presentations.

Mission-Based Data from Consumer Technographics shows that consumers of all ages are increasingly gravitating toward values-driven companies. The coffee and tea industry brims with potential for matching a strong mission with café operations.

Red Bay Coffee Oakland, California redbaycoffee.com

“Beautiful coffee to the people,” reads Red Bay Coffee’s tagline. The San Francisco Bay Area roasterretailer, whose fourth

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In House

every 10 cups of coffee it sells and for every item purchased online. The trees are planted through a partnership with Trees for the Future, an American non-profit organization.

Dovecote Café Baltimore, Maryland dovecotecafe.com

Dovecote Café hosts a weekly food rescue program providing free produce for those in need. Carrots, peppers, lettuce, beans, pineapple, grapefruit—all is provided by Baltimore Free Farm, a collective of gardeners committed to growing healthy food for all.

Business Model Shake up the management model, swap bricks and mortar for four wheels, change the way you interact with customers and take orders. Think different when it comes to setting up your company and create a unique model that speaks to your business’ values.

Cree Coffee Company Maskwacis, Alberta, Canada creecoffeeco.com

For years, Dylan Tootoosis has traveled across western Canada on the Powwow Trail to set up a concession stand and sell his coffee, made with beans purchased from indigenous farmers in South America. He launched Cree Coffee Company’s online store in June 2019.

Loyal Coffee Colorado Springs, Colorado loyalcoffee.co

Loyal Coffee is owned by six baristas, each bringing their own skills, talents, and experience to the table. Their business model is emblematic of their vision for the café: a place that creates community.

Slater St. Bench Melbourne, Australia benchprojects.com.au

Slater St. Bench upends the traditional user experience by eliminating the standard layout whereby a counter separates customer from employee.

Inspired by a household kitchen, where adults, children, friends, and family can walk where

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PHOTOS (FROM TOP) INSTAGRAM @DOVECOTECAFE, FACEBOOK @CREECOFFEECO, INSTAGRAM @LOYALCOFFEE, FACEBOOK @BENCHPROJECTS

they please and be with the person preparing the meal, Bench customers stand on the same side as the barista, a shift in design that contributes to a friendly, home-like environment where customers and employees are part of the same community.

Specialty Beverage Like the Arnold Palmer, the flat white, and the Caffé Nico, a signature drink can put a business on the map, especially when the beverage becomes synonymous with the brand.

Some companies invent a new way to experience a classic drink; others are early adopters of a novel beverage, ushering it into the mainstream.

Full Bloom Coffee Garner, North Carolina fullbloomcoffee.com

Full Bloom Coffee is home to the Honey Brew, a blend of cold brew coffee and pure honey, available in two flavors, peppermint and cinnamon. Cold brew coffee has hit the mainstream; Honey Brew is a new take on an “it” beverage.

The Coffee Bean & Tea Leaf Los Angeles, California coffeebean.com

Nitrogen is literally all around us, and now it’s bubbling up in our beverages. Nitro tea is a sparkling cold brew tea infused with nitrogen gas instead of carbon dioxide, the more traditional choice for fizzy drinks.

The result is a tea with a creamy, foamier texture, with less acidity and more flavor, presented by a company that was also at the forefront of cold brew tea.

Brew HaHa! Wilmington, Delaware brewhaha.com

In partnership with Bellefonte Brewing Company and Brandywine Coffee Roasters, Delaware coffee chain Brew HaHa! produced a special edition black coffee IPA named “Bean Laughing.” FC

PHOTOS (FROM TOP) INSTAGRAM @FULLBLOOMCOFFEEROASTERS, INSTAGRAM @THECOFFEEBEAN, INSTAGRAM @BREWHAHACAFE

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hen a coffee or tea company is so beloved that customers clamor for branded merchandise, those items can not only serve as advertisements, but also increase your aver-

age spend per customer. Mugs and T-shirts printed with your logo are an obvious choice, but creative operators have found other merchandising opportunities including pins, tea-infused candles, and a few surprises.

Here’s a look at three very different approaches to merchandising for coffee and tea shops around the world.

Embroidered DAD HAT from Intelligentsia Coffee.

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PHOTO COURTESY OF INTELLIGENTSIA COFFEE

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More Than Mugs

Spill the Beans SAN DIEGO, CALIFORNIA Walking up to the counter in Spill the Beans, customers are greeted by the words “pot head” illuminated in neon against a giant black coffee pot on the wall.

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“People come in and think, ‘Is this a dispensary? Is this a CBD store?’” says manager Connor Nerat. “They come in and realize it’s an awesome coffee pun. It resonates really well with our customers.”

Spill the Beans has shaped much of its merchandise around its cheeky “pot head” sign: Beneath it, floating shelves display merchandise that includes mugs and T-shirts with the sign on one side and their bagel/coffee logo on the other. They also have a T-shirt with the slogan “Get Toasted.”

The shop’s “pot head” popsockets (plastic circles that stick to the back of a smartphone) have also been a hit with customers. “[They] can grab it if they’re leaving San Diego and don’t want to haul around a mug,” he says. “That’s been one of the runaway successful merchandise.”

PHOTOS COURTESY OF SPILL THE BEANS

Nerat admits that at one dollar each, there’s not a huge profit margin on the popsockets, but says they’re functional and more integral to customers’ lives than a postcard.

“It definitely does put the name out there, which we like,” he says. “It’s something people can utilize every day. I have a ton of ceramic coffee mugs. How many of these mugs can I possibly store?”

Nerat feels that merchandise adds value to any sized coffee shop.

“Food and coffee are things that people remember the taste,” he says. “You want something to be able to remember that in the physical aspect and…have a nice little souvenir to take home with them.”

eteaket EDINBURGH, SCOTLAND Scottish tea seller eteaket has sold tea-related merchandise since its launch in 2008.

PHOTOS COURTESY OF ETEAKET

To that end, in 2016, eteaket opened its retail shop, where they offer tea flights and “meet the maker” events.

They also put together tea collections for special occasions such as Mother’s Day. In addition to mugs, infusers, and

“It was always about the tea so we wanted people to be able to have the experience at home as well,” says founder and managing director Erica Moore.

The company wholesales teas from around the world and also operates a tea room and a retail shop, both in central Edinburgh.

“For about eight years, we just had the tea room and we did find it quite hard [balancing serving tea and selling merchandise],” says Moore. “You want to be able to spend lots of time with the customers, show them how to make tea lattes and cold brews.”

teapots, eteaket has sold “tea bag” tote bags, notebooks printed with sayings like “But first, tea,” tea-infused candles, and organic lip butter made from tea.

Many of their retail items are created through collaborations with other businesses. For instance, they worked

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More Than Mugs

with a local potter to design a cross between a pot and a teacup. It’s called a “bubble cup” because “you lose [yourself] in that moment,” according to Moore.

They also collaborated with a brewery to create a tea-infused beer.

“We’re not short of ideas but it’s getting the time to implement them,” says Moore. “It does take a long time to get it right, but it’s worth it when you get something special.”

Getting clarity on eteaket’s values helps Moore assess potential partners before creating new items.

“It’s all about networking and collaborations,” she explains. “It should work for both parties and help grow both parties.”

Even in a small shop like hers, she recommends selling tea, trinkets, and other branded merchandise, because they “help to increase the average spend and makes the customer happy. You don’t need a lot of space to make it work.” eteaket’s BUBBLE CUP

Intelligentsia Coffee MULTIPLE LOCATIONS, U.S. Each of Intelligentsia’s locations in Chicago, New York, Los Angeles, and soon-to-be Austin draws inspiration from its neighborhood, according to Intelligentsia marketing manager Britt Berg. Just as the vibe varies from location to location, so does the selection of merchandise.

While Intelligentsia’s signature filter mug is sold at all locations, the local team curates the rest of the merchandise in each location.

“Baristas and managers pick what goes on the menu every day,” says Berg. “The same goes into merchandise. We send them what we have available.

If it’s location specific, usually they’re already involved in the design process.”

Each Intelligentsia location carries a pin that represents the location.

“Things that are low-ticket items but nice little souvenirs work really well by the register,” adds Berg.

The distinctive blue and white tile at Intelligentsia’s Silver Lake location in L.A. has become Instagram famous,

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TOP TWO PHOTOS COURTESY OF ETEAKET; BOTTOM PHOTO COURTESY OF INTELLIGENTSIA COFFEE

which has led to several Los Angeles locations carrying merchandise with the iconic pattern. However, even those who don’t live in L.A. can get that particular piece of Silver Lake TILE PIN memorabilia: Intelligentsia also sells its merchandise online, so if a customer wants a specific item that’s not sold in their location, they can order it.

“We’ll do different mugs, different pins, sometimes bandanas or coasters,” says Berg. “We try and come up with different things that aren’t mug and T-shirts.”

Still, branded mugs sell well, especially in downtown locations that are frequented by tourists.

“Locals and tourists alike love to take something back that reflects the city that they were in,” says Berg.

Intelligentsia’s black cat T-shirt, inspired by their black cat espresso, is another popular item.

“It’s an item that we will never get rid of because people love it,” says Berg.

To operators who are considering selling merchandise, Berg recommends “being thoughtful about your selection [and] seeing what resonates with your customer and building from there.” FC

PHOTOS COURTESY OF INTELLIGENTSIA COFFEE

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lavor, roasting technique, sourcing relationships, and presentation are just a few of the elements that blend together to create a coffee brand. Packaging is often consumers’ first impression of a brand, and it has only moments to communicate a company’s unique identity before people’s eyes slide past to the next coffee bag on the shelf or the next search result in their browser.

So, what makes coffee packaging an effective branding tool?

Material Matters For decades, coffee has most commonly been packaged in foil, plastic, and plastic-lined paper bags. A number of coffee companies are departing from the traditional and embracing more sustainable options. Reusable and compostable bags not only result in less waste, but they also give companies a chance to share a message about their values.

Resource Efficiency Products is setting out to change packaging in the coffee industry. CEO Tia Bodington found herself continually filling paper bags of coffee at her local co-op grocery store while she attended grad school and raised her kids. The single-use bags gave her an idea, and she decided to focus on a solution in grad school.

“A lot of stores sell bulk coffee, like co-ops, grocery stores,” says Bodington.

“There are about 28,000 around the country that I looked at, and the average number of bags they use per week is 400….That is millions of bags per year that are used once, generally, and thrown in the landfill.”

After multiple prototypes, Resource Efficiency Products now sells the Bean Bag, a reusable fabric bag designed specifically for coffee bean dispensers at grocery stores. The bags are made of organic cotton, manufactured in Colorado, and fulfilled in Oregon. The Bean Bag is sold directly to consumers, as well as wholesale to coffee roasters.

A number of roasters are also taking an interest in alternative packaging solutions. For example, One Village Coffee, based in Souderton, Pennsylvania,

coffee in renewable, plant-based material, 60 percent of which is compostable. The roaster takes it a step further with compostable to-go cups and lids for its cafés.

Artwork and Design

incorporated a sustainable packaging solution into its new image.

During a rebranding in 2014, One Village did extensive research on packaging and gravitated toward a compostable option, instead of the foil bags the company had previously been using.

“You only have a couple of seconds to tell the customer who you are and why they should choose your bag,” says Jess Lyle, marketing specialist and customer support coordinator at One Village Coffee. “So for us, we value quality, and we value sustainability.”

“We wanted to make sure [the packaging] represented our values and represented our brand and what we were trying to communicate with the rebrand we were going through,” adds cofounder and president Andrea Hackman.

Meanwhile, Spyhouse Coffee Roasters, based in Minneapolis, packages its

Once coffee companies settle on packaging material, they need artwork to help communicate and sell their brand. For some companies, that means working with a local artist for one-of-akind designs.

Calendar Coffee, based in Galway, Ireland, works with local artist Cadi Lane

to create the funky, colorful designs emblazoned on their recyclable packaging.

“For so long, it was about brown bags,” says Zarah Lawless, head of wholesale. “The only thing on the label that would change was the coffee name.”

For each new roast, Lawless and Daniel Boobier, head of production, decide on two tasting notes, which Lane then uses to create a unique design. In business for a little over a year, Calendar has already done about 25 different packaging designs.

Other companies use their artwork to pay homage to the origins of the beans or local culture. The designs featured on the packaging of Kaffa Roastery, based in Helsinki, Finland, are inspired by Finnish culture.

PHOTOS CLOCKWISE FROM TOP CENTER: ROBERT FROST, COURTESY OF ONE VILLAGE COFFEE, COURTESY OF CALENDAR COFFEE

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Retail Packaging for Roasted Beans

“Kaffa’s power animals are elk, wolverine, wolf, bear, lynx, and snowy owl,” says Kaisa Pyhtilä, brand and communications specialist at Kaffa. “Elk and bear were once animals worshipped by Finns. And so our graphic designer, Jari Salo, thought that they should be part of Kaffa’s brand and packaging.”

Packaging is also an opportunity to reflect what lies within, like One Village’s bags, which honor the origin of the coffee itself.

“We wanted to pay homage to the farmers who grew the coffee, which is why there is a faint topography line on the bag,” says Hackman.

Some coffee companies have opted for a different approach to stand out amidst all the colors and patterns on store shelves: simplicity. For example, Spyhouse’s packaging is largely monochromatic, with small splashes of colored text denoting the type of coffee.

“We believe the simple and clean aesthetic comes through as elements that Spyhouse is known for,” says Angie Vogt, designer and brand manager. “We envisioned each element in how the customer would handle the bag, including size, the texture of bag and label, color coding, location of valve and zipper, and how the bag sits on one’s kitchen counter.”

Standing Out from the Crowd The importance of branding is no secret. All coffee companies want to leverage their packaging to build a loyal customer base, but with so many competitors, how can bags stand out?

Many consumers can find the origins, roasts, and blends overwhelming, so some companies aim for approachability in this specialty industry. One Village’s lighter packaging, which stands out among the many other coffee bags that trend toward darker colors, offers just enough information to let buyers get to know

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PHOTO COURTESY OF KAFFA ROASTERY

the roast level of the coffee and the company that makes it without overwhelming the eye.

“Our values have always been quality and stewardship, as well as approachability,” says Hackman. “As specialty coffee roasters, we want to be able to communicate to people in a way that is understandable and clear.”

Kaffa targets approachability, complemented by its striking imagery, with a color-coded system.

“We have different color labels depending on the coffee flavors, roast level, and if it’s a blend or a singleorigin coffee,” says Pyhtilä. “The goal of the ‘color codes’ is to make the buying decision easier and the coffee bags more approachable.”

Other companies find a niche for their packaging, making it something customers enjoy just as much as the coffee inside. Calendar Coffee, for example, takes inspiration from the craft beer industry.

“It is almost like people, myself included, look forward to the packaging just as much as the beer itself,” says Boobier. “It is like [the bags] become collectible.”

Calendar has found that their look has played a part in attracting interest from some unexpected places, including fashion and furniture stores.

For Spyhouse, the devil is in the details. Each element of the packaging is reflective of the overall brand.

“Retail packaging is important in communicating the quality of the product it carries,” says Vogt. “It is the final step in protecting and delivering the coffee that has already followed such a long journey from its origin. These packages go into customers’ homes and we want the bags to be part of the coffee experience.”

A coffee brand is represented in many ways—on the company website and social media, in its café design, and through unique roasts. Packaging is another vital way to communicate that brand and set it apart from the competition. FC

PHOTO COURTESY OF SPYHOUSE, BY WING TA/CANARY GREY

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PHOTO BY BRENNA HUFF

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pproaching the Zen Cafe Coffee Roasters booth at Coffee Fest Indy this year, one may have expected to hear an electronic cacophony of beeps, zooms, whirs, and pew sounds associated with arcade games rather than the steamy hiss and metallic clangs of an espresso machine. Front and center on display was a brand-new Synesso MVP customized to look like an arcade cabinet that would look perfectly at home in an episode of “Stranger Things.” Instead of buttons to smash and defeat an opponent, the face of the machine featured all the high-tech calibration bells and whistles that a barista could ask for. Kelly Stombaugh, the company’s head coffee roaster and an artist in her own right, had collaborated with Synesso to design the retro-inspired piece of equipment for the company’s upcoming second location. Stombaugh shared her experience with Fresh Cup, from initial inspiration to the final touches in developing this unique homage to ‘80s video game culture.

This interview has been lightly edited for clarity.

Can you tell me about the design of the espresso machine I saw in Indy?

I’m a ‘90s kid, but I’ve got two older sisters who are a decade older than me, so I got all their ‘80s hand-medowns. That was pretty much a huge inspiration for the design because the owner of our café, who picked out what espresso machine he wanted, he was like, “Okay, I want you to do a design. You can do whatever you want.” Which, I love to hear that, but it’s also kind of scary.

Since I had all of this ‘80s stuff growing up—which let me tell you, made me super relatable to my peers— when everybody had a Super Nintendo I had an old Atari, and we also have one in the café….I was kind of looking at them like okay, so we have these arcade machines that we’re starting to collect all of a sudden, like within the last couple months. We’ve got a Nintendo set up for people to play. We play VHS tapes. I was looking at my own experience with those things since they’re already becoming part of our café.

I know [Atari] because I played one of those for forever. The covers of those games, like those old “Activision” games, they always had some kind of rainbow stripe element in their design. I always thought that was super cool. And a lot of them were using bands of colors, but those were like sunset colors. As a kid I thought that’s the most beautiful color combination.

The owner, who was actually an ‘80s kid, is also kind of revamping that style for himself. It’s not intentional. He just kind of has that going on as a person….He just got [his mullet] freshened up [with] some lightning bolts razored on the sides, and he drives around in this old Toyota truck that he wants to get custom painted.

It’s also speaking to what’s happening in pop culture right now, kind of this idea of the ‘80s with “Stranger Things,” what we interpret the ‘80s as now.

Yeah, exactly. It’s not the same, obviously, but there are design elements and things being pulled back and they’re becoming interesting again. Also, kind of given a modern facelift.

Once you had the inspiration, how did you create that design for that machine?

The first thing that I did was just absolutely scour Synesso’s website. I wanted to see what all of their color options are and things like that. I found that they also have wood packages available with four different types of woods to choose from.

I was like, “Oh, this is great!” It absolutely reminds me of wood-paneled televisions and stuff like old station wagons.

I knew from the get-go that we wanted to use some kind of wood, but the most helpful resource for me was their Instagram page. I just scrolled through @SynessoFactory to see what kinds of things they have done that aren’t listed on their website. I just wanted to know everything that we can do, and then kind of plug my design into that.

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Achievement Unlocked: Custom Retro Arcade Espresso Machine

there when you’re on some super creative trip. You’re talking about an espresso machine with steam wands. A wood panel eventually is going to warp when you apply all that heat and humidity.

How long was the fabrication process once you got that design to Synesso?

I found an image of the side, like the shape of the side of the machine, because I knew that was where the magic was going to happen. Then I used that photo from their website to create a template of that shape. I knew I wanted to do these stripes and some kind of dark sky, or space color, which was that deep blue. I just plugged all of that into this template that I made, along with our order form specifying we want everything in Zebrawood that we possibly can have.

What we put in an order for was a wood handle for the steam wand, the portafilter handles, the paddles on the group heads for pulling shots. I can even get a bar across the back for holding cups in Zebrawood. We also wanted a wood panel with our name and logo etched into it because I had seen that they had done that kind of work before.

That was my perfect idea of what this was going to turn out to be, but that’s where the compromising had to happen.

I’ll say Synesso did a fantastic job of working with us to make that machine what it is now. From the get-go, they were super excited to work on it— which I would be too, custom projects are probably more fun.

They did let us know that powder coating all of those different colors

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would be really difficult and expensive on our part, but that they could do different colors with vinyl cutouts for the stripes and then wrap them on the side panels. Which, I was kind of skeptical of, but okay, well they’ve done this before. You would swear that they’re actually powder coated just by looking at it. So we were really happy with that.

Then the other difficulty was the wood panel with our logo, which they’ve been discontinued because they warped or something, the wood panels were not working out well. They stopped doing it, but what they did do, is they made a vinyl wrap so that it looks like our logo is in Zebrawood and it’s pristine, it’s perfect.

Some compromising did have to happen and it’s kind of to be expected with any custom project. We were really happy. It’s not exactly, you know, what we envisioned, but it still turned out to be a beautiful piece. In some ways, I think it works better the way they did it, which makes sense because they know their business and their products.

To keep those realities of functionality and durability and budget in mind?

Yeah, exactly. Also, it’s the longevity of it. Reality does have to step in here and

Once I sent that design off to Synesso, I think it was about a month. There was a little bit of back and forth and they were in touch with us throughout. Like, “Hey, you know, the vinyl that we put on isn’t sticking that well. We’ve got bubbles, so we’re gonna redo the vinyl altogether.”

So it’s things like that kind of added time. They were straightforward with us, but also they didn’t want to send out a machine that wasn’t up to their standards either. We got that machine in like two weeks before Coffee Fest.

Once you got it in, what were the customer reactions to the machine?

Honestly, the only place that we’ve used it and shown it at all is on social media and at Coffee Fest. And that was it. Because we currently have a machine in our café, this one is going to be in a second location that we’re working on opening up….But social media alone, people knew about it. We kind of put out little teasers of sorts, just a little bit of, this design or part of a photo that Synesso sent us while we were testing it out and calibrating and everything. We had people coming in and asking, “So what’s the plan? Where is it? We want to see it!”

It was just a huge reaction. I don’t think we would have gotten if we had just picked out a color and had it sitting in storage or something. FC

Zen Cafe Coffee Roasters zencafecoffee.com 574-217-7916 1302 High Street South Bend, IN Follow @zencafesouthbend on Instagram to stay up-to-date on the café and its upcoming expansion.

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PHOTO BY WADE MCELROY

DROPSHOT Coffee & Snack Bar is located in the FieldHouse Jones hotel in Chicago.

A

lot can change in a decade. In 2009, no one had ever heard of a little thing called Instagram. But on July 16, 2010, the first-ever photo was posted to the platform, and, unbeknownst to the rest of the world, the marketing landscape was forever changed. Today, it’s practically unheard of to find a consumer-facing business that doesn’t have a profile on the photo-sharing platform.

As the second most populated social media platform in the world with one billion monthly active accounts (more than half of those accounts following brands), and as the network users are most likely to use for researching brands and product, Instagram has become an integral tool in any marketer’s belt.

With all those users, though, comes noise. In 2016, 95 million posts were made every day, and that number has likely grown significantly over the following years. Standing out from the crowd and cultivating followers can be a difficult task as tastes and trends evolve daily.

Instagrammability is a characteristic that’s frequently talked about in our industry. A drink can be delicious, but may not Instagrammable due to its straightforward presentation. A café can be homey and welcoming, but may not be Instagrammable due to its outdated design. But what does that term mean—and what’s the value of it?

After nearly a decade of Valencia filters, #cafevibes, and Brooklyn aesthetics, let’s assess the platform’s effect on the specialty beverage industry and how to cultivate the ephemeral yet deeply impactful Instagrammable moment.

Social Proof is in the Pudding (That You Posted Last Night) While knowing the current trends of what has the most likes and followers on Instagram is helpful in understanding your competition and contemporary cultural forces, understanding the underlying behavioral psychology behind why people share information on the internet is far more helpful in crafting an effective, noteworthy social media presence.

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The Perfect Shot

Every person behind an account has a reason for liking, sharing, and interacting with posts on social media. A New York Times customer insight report found that there are five reasons why people share on social media: • To bring valuable and entertaining content to others • To define ourselves to others • To grow and nourish our relationships • To feel more involved in the world • To get the word out about causes or brands Snapping a photo and posting to Instagram is simply the new way for people to accomplish a very old desire: to satisfy their need for socialization.

The power in sharing comes when social influence is built. Accounts with tens or hundreds of thousands of followers can have an influence on the actions of their peers using the principles of liking and social proof.

A primary impulse for people is to like those whom they perceive to be similar to themselves. Simply put, we like people like ourselves. Liking leads people to follow accounts of folks they want to associate themselves with in some way.

Social proof amplifies the effect of liking. Social proof is one way that individuals determine appropriate behavior for themselves in a situation by examining the behavior of others, especially similar others.

According to marketing and leadership expert Seth Godin, “For most of us, from the first day we are able to remember until the last day we breathe, our actions are primarily driven by one question, ‘Do people like me do things like this?’”

Having people share your brand for you on social media cultivates trust and social proof in your brand.

Once seeing a post from one of their friends, or an influencer whom they aspire to be like, a person is more likely to see that activity as something they want to participate in.

Worthy of Sharing Creating imagery— whether it’s a mural, special menu item, or overall design aesthetic — that people feel is worthy of sharing with their friends, that speaks to how they see themselves, and is eye-catching, is what Instagrammability is all about.

“I think that’s the thing that just kind of drives people to take out their phones,” says Maura Davis, general manager of the FieldHouse Jones hotel in Chicago. “It’s like, ‘Oh my gosh, I would never expect this.

I want to share this with my friends.’”

DropShot is a café located in FieldHouse Jones that features a feast of unexpected imagery. From a spiraling art installation of tennis rackets that weave

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DROPSHOT Coffee & Snack Bar

throughout the space to two massive slot car racing tracks and a wall overflowing with antique board and lawn games, unexpected visual elements can be discovered around every corner.

“Even the murals inside the building, they get Instagrammed five, six, seven times a day from all of our hotel guests,” says Davis. “And you’re just reaching a much broader crowd.”

In Nashville, Tennessee, Stay Golden Coffee Co.’s two bright, airy, and sleek-yet-fun locations have become a photogenic destination for locals and tourists alike.

PHOTOS BY WADE MCELROY

Stay Golden partner and director of hospitality Jamie Cunningham explains how Stay Golden’s signature look came not from chasing trends or directly trying to make an Instagrammable space, but by first thinking of how he and his partners wanted customers to feel.

“We like beautiful things and obviously that means Instagrammable in some sense when it’s beautiful,” he says. “The overall design of our spaces came down to culture first. So a culture of our business is to be open and inviting. As an example, our eastside location, we filled that space with as few walls as possible….Our intent, if we could have, we would have made it to where when you walked in the door you could see the whole space from front to back. We want things to be open and transparent and to be inviting. See what the kitchen’s doing, that’s really, really fun for a lot of people.”

By putting culture and hospitality as top priority, the Stay Golden crew created a space that first feels naturally

FRESH CUP MAGAZINE [ 47

The Perfect Shot

STAY GOLDEN Coffee Co. in Nashville.

welcoming to customers walking through the door, making it an experience that guests want to share with their friends.

The light walls, pops of color, and lack of barriers not only create a sense of lighthearted transparency and openness, but also do double duty by allowing natural sunlight to flood the space, making it an Instagrammer’s dream photo location. It’s no coincidence that the Stay Golden tagged feed is filled with well-lit shots of signature drinks, menu items, and the space itself.

Everything—from the chic yet minimally presented beverages and marble tabletop backgrounds to the beautifully lush indoor plants and impeccable lighting—makes it easy for folks to take a beautiful photo worth sharing.

Building a Business on the ‘Gram Tracking the actual impact of Instagram on your business can be difficult.

Posting pictures out into the void and

48 ] AUGUST 2019 » freshcup.com

tracking followers can sometimes seem like a time-consuming task without reward, but there can be tangible real-world benefits from the digital community.

Tohm Ifergan decided that he wanted a different kind of account to set his café and coffee subscription service, Dayglow, apart. He thought that highly stylized product photography would be a way to distinguish his brand from other companies.

“I wanted to do something that essentially put more focus on the products that we’re selling. And in this case, the coffees themselves,” explains Ifergan. “Our brand is built around a holographic foil [that’s] essentially our color. We use that element in our social media, switching off different colors every couple of weeks and try to highlight or accent certain elements of the drinks that we’re selling or the coffees that are selling that month.”

As a result of this method, Ifergan, with photographer Kingston of Vacant House, creates a series of monochro-

matic images that feature a single product or coffee in front of a brightly colored background.

“That’s actually another reason why our palette really works, because there’s a lot of contrast and so much color fills the space. So when you’re scrolling it really pops,” says Ifergan. “‘Instagrammable,’ to me, means anything that is eye-catching in less than seconds.”

Creating the unique images is certainly an investment in both time and finances. Dayglow spends roughly 10% of its revenue on marketing and an entire day each month is spent in the café’s parking lot getting the candy-colored images, not to mention the time taken to edit them as well. Ifergan reports that the efforts pay off though: Roughly one in three customers on any given day say they discovered Dayglow through Instagram, and the platform has allowed the company to build a global following.

“We had numerous people from like Russia or Europe or Australia reach out to us or become fans of us because of

PHOTOS COURTESY OF STAY GOLDEN

FRESH CUP MAGAZINE [ 49

The Perfect Shot

DAYGLOW in Los Angeles

[Instagram],” says Ifergan. “Being just a coffee shop in a small neighborhood in Los Angeles….It’s been really cool to connect with people in different ways and it’s definitely helped us. A lot of roasters want to work with us because most of our photography is all about that and the coffees that we sell. So a lot of the people that we work with have definitely seen the rewards of our marketing approach. Which is really cool because obviously we’re in it as little guys trying to support other little guys. I think we’re all growing together as a community and it’s really fun.”

Insta Implementation While it seems as though Instagram has changed café culture, changed the way spaces look, and changed the way people interact in cafés, it’s an evolution of why people have always come

50 ] AUGUST 2019 » freshcup.com

to coffee shops and teahouses—not simply for a caffeine fix, but also to interact with people in their community.

Beautiful and unexpected visuals are cause for people to share their experience not only with a friend or two, but their entire digital tribe.

Cafés offer ample opportunities to infuse Instagrammability into their businesses. Before a patron even enters a shop, an outdoor mural, sculpture, or even unexpected paint color could become the perfect photo op for passersby.

Inside, everything from the walls, ceilings, tables, bar top, chairs, floor, equipment, to even the napkin holders are all a blank canvas for owners to create their own brand of Instagrammability.

Then there’s the product served.

Thoughtful presentation of food and beverage, or a beautiful bag of roasted beans to take home, can be another

chance for customers to feel connected to a company and want to share that moment.

Stepping back and even innovating the way a café promotes itself on the platform through different photography styles can be a smart, differentiating marketing move.

Knowing what culture you want to create for customers and having the courage to execute an amazing vision that cultivates a certain feeling or experience is key to developing a space that people want to be in and share with their followers.

Jamie Cunningham of Stay Golden succinctly explains the key to Instagrammability, “It’s ultimately about connection with your audience.” FC

PHOTOS COURTESY OF DAYGLOW

Kid-Approved Refreshment KidsLuv Barista Pro Shop BaristaProShop.com Unable to find healthy, innovative children’s products, mother of two Ashi Jelinek set out to create The Luving Company, which sources the purest ingredients and keeps the entire body and planet in mind. KidsLuv is a juice-infused water packed with 12 essential vitamins, minerals, and zero sugar. Served in a resealable, recyclable 8-oz. juice box, KidsLuv’s products are non-GMO, vegan, kosher, and gluten-free. Find both delicious KidsLuv flavors, Starstruck Coconut and Flying Fla-Mango, at Barista Pro Shop.

Spice, Spice Baby DONA Spice Sodas DONA DrinkDona.com

Counter Intelligence

From DONA, the spice-based beverage company in Brooklyn, comes a fizzy, tastefully sweet, ready-to-drink beverage that will have you feeling refreshed from its vibrant essence at first sip. DONA Spice Sodas are brewed in-house in small batches using real ingredients—freshly ground spices, zesty citrus peel, aromatic herbs and flowers—for a perfectly balanced flavor. Made without extracts or artificial flavorings, they are also caffeine-free, gluten-free, and vegan. DONA Spice Sodas come in three delicious flavors: Pink Peppercorn Lemon, Turmeric Honeybush with Orange & Black Pepper, and Juniper Lime with Chamomile & Elderflower. DONA Spice Sodas ($12/3pack) are available now for nationwide shipping and at select retailers.

Fresh businesses & products

Hemp!

(There It Is) Hemp Creamer Elmhurst 1925 Elmhurst1925.com Adding to its roster of plant-based nut and grain milks, Elmhurst 1925 recently expanded its Hemp Creamer line with crowd-pleasing flavors French Vanilla, Hazelnut, and Golden Milk. Joining its Original Unsweetened Hemp Creamer, the new flavors are crafted with just five ingredients, including real hemp cream, and are perfect for pouring and stirring into hot and iced coffee or creating light foam for lattes and cappuccinos. Retailing for $6.99, the 16-oz. containers are available online or at select retailers.

RTD CBD? OMG! Superfood Shots Navitas Organics NavitasOrganics.com Superfood pioneer Navitas Organics’ latest product release checks all of today’s on-trend boxes: Ready-to-drink, plantbased, better-for-you, and cannabidiol come together in their Superfood Shots, which combine organic, nutrientdense superfoods with full-spectrum hemp oil extract, providing 20mg of CBD in one delicious and effective boost. The shots come in four flavors: Calm, Bliss, Focus, and Restore, each designed to harness the power of natural ingredients including acai, goji, turmeric, coffee fruit, and more. The shots are sold in 2.5-oz. sustainable aluminum bottles with a retail price of $7.99.

52 ] AUGUST 2019 » freshcup.com

Trade Show & Events Calendar AUGUST 1-3

AUGUST 15-17

AUGUST 15-18

AUGUST 25-27

LATIN AMERICA COFFEE SUMMIT

HONG KONG INTERNATIONAL TEA FAIR

COFFEE ROASTERS GUILD RETREAT

COFFEE FEST Los Angeles, CA coffeefest.com

Mexico City Mexico

Hong Kong

Buford, GA

cumbrelatino americanadelcafe.com

m.hktdc.com/fair/ hkteafair-en

crg.coffee

AUGUST 25-27

AUGUST 28-30

AUGUST 29-31

AUGUST 29-31

WESTERN FOODSERVICE & HOSPITALITY EXPO

SEASIA CAFE EXPO

EXPO CAFE MEXICO

CHOCOTEA EXPO

Singapore

Mexico City Mexico

Mumbai India

tradex.mx/expocafe

chocoteaexpo.com

Los Angeles, CA

seasiacafeexpo.com

westernfoodexpo.com

AUGUST 30-SEPT. 1

SEPTEMBER 7-8

SEPTEMBER 10-13

SEPTEMBER 11-14

CAFE SHOW CHINA

MIDWEST TEA FESTIVAL

BARISTA CAMP

GOLDEN BEAN

Beijing China

Kansas City, MO

Anavyssos Greece

Nashville, TN

cafeshow.cn/ huagang/hgcoffceen/ index.htm

midwestteafest.com

goldenbean.com

baristacamp.coffee

SEPTEMBER 11-14

SEPTEMBER 15-16

SEPTEMBER 22-23

SEPTEMBER 23-25

NATURAL PRODUCTS EXPO EAST

FLORIDA RESTAURANT & LODGING SHOW

CANADIAN COFFEE & TEA SHOW

TEA & COFFEE WORLD CONFERENCE

Toronto Canada

Hong Kong

Baltimore, MD expoeast.com

54 ] AUGUST 2019 » freshcup.com

Orlando, FL flrestaurantand lodgingshow.com

coffeeteashow.ca

tcworldcup.com

OCTOBER 7-10

OCTOBER 10-14

OCTOBER 18-22

OCTOBER 28-29

PIR EXPO

CHINA XIAMEN INTERNATIONAL TEA FAIR

HOST MILANO

CAFFE CULTURE

Milan Italy

London United Kingdom

host.fieramilano.it

caffecultureshow.com

Moscow Russia pirexpo.com

Xiamen China teafair.com.cn/

NOVEMBER 1-3

NOVEMBER 1-10

NOVEMBER 7-10

NOVEMBER 8-10

CHICAGO INTERNATIONAL TEA FEST

KONA COFFEE CULTURE FESTIVAL

CAFE SHOW SEOUL

Chicago, IL

Kona, HI

Seoul Korea

LOS ANGELES COFFEE FESTIVAL

citfest.com

konacoffeefest.com

cafeshow.com

la-coffeefestival.com

Los Angeles, CA

NOVEMBER 10-11

NOVEMBER 13-16

NOVEMBER 15-16

NOVEMBER 20-22

HX: THE HOTEL EXPERIENCE

SINTERCAFE San Jose Costa Rica

COFFEE FEST

INTERNATIONAL COFFEE WEEK

Tacoma, WA

thehotel experience.com

sintercafe.com

coffeefest.com

Belo Horizonte Brazil

NOVEMBER 21-23

NOVEMBER 28-30

DECEMBER 4-6

DECEMBER 14-15

WORLD TEA & COFFEE EXPO

INDIA INTERNATIONAL TEA & COFFEE EXPO

INTERNATIONAL COFFEE & TEA FESTIVAL

COFFEE & TEA FESTIVAL VALLEY FORGE

Kolkata India

Dubai UAE

Valley Forge, PA

teacoffeeexpo.in

coffeeteafest.com

New York City, NY

Mumbai India worldteacoffee expo.com

semanainternacional docafe.com.br

coffeeandtea festival.com

FRESH CUP MAGAZINE [ 55

The Last Plastic Straw Integrating an Ideology

BY ROBIN ROENKER PAUL KATZEFF (center) of Thanksgiving Coffee in Rwanda, 2004.

A

cross the country, many independent coffee and tea shops have embraced sustainability as part of their intrinsic brand. It’s a way of signaling to buyers, partners, and customers that they’re motivated by more than just the business’ financial bottom line.

Incorporating Social Outreach At Thanksgiving Coffee, an artisan roaster based in Fort Bragg, California, owner Paul Katzeff’s passion for community outreach, sustainable sourcing, and a wide array of environmental causes has become an integral part in how the company does business—and how it markets itself.

Launched in 1972, Thanksgiving Coffee has been using the tagline “Not Just a Cup, But a Just Cup” since April 1985, when Katzeff made a life-

56 ] AUGUST 2019 » freshcup.com

changing trip to Nicaragua to meet directly with coffee farmers.

“Business can get pretty boring when it’s only about price and volume and revenue,” says Katzeff, who worked as a social worker in New York City and as a community organizer in Aspen, Colorado, before launching his coffee roasting career on California’s Pacific Coast. “That trip made me realize this business is about people, not product.”

Since that meeting with growers, Katzeff has made sustainable sourcing a driving priority of his business, fighting to end the U.S. embargo on Nicaraguan coffees in the 1980s and, in the decades since, working tirelessly to advocate for more equitable prices for coffee farmers throughout the world.

Over the years, Thanksgiving Coffee has also partnered with an array of environmentally focused non-profit

organizations, including the American Birding Association, the Dian Fossey Gorilla Fund, and Friends of the Earth, to develop and market uniquely branded “cause coffees” that direct a percentage of proceeds from each bag back to the non-profit partner.

Its “Song Bird” coffees feature shade-grown organic beans in an effort to support growers who maintain a tropical canopy habitat for migratory birds, while its “Bee Bold” series, produced in partnership with Friends of the Earth, has helped increase community awareness about the importance of pollinators.

“It’s about providing a platform for the causes. It’s not about making money,” says Katzeff. “I used Bee Bold to educate our citizenry in Mendocino County [about pollinators], and Fort Bragg then became the first Certified Bee City in California.”

PHOTOS: INSTAGRAM @AJUSTCUP

Proceeds from other Thanksgiving Coffee varieties support clean water initiatives and interfaith peace partnerships for coffee-growing communities in Uganda, among other efforts.

“I am taking $1.50 out of the retail price of every pound and putting it back into the co-op, and the rebates are going to help pay for clean water,” says Katzeff. “That’s how we work.”

At home, the roastery has donated more than $1 million to area nonprofits and even invites local citizens to raise their own community gardens on one-third of its property.

“As human beings, every once in a while, we’re given the opportunity in life to make a difference,” says Katzeff.

“Either you’re open to it, or not. Either you see it, or you don’t.”

Making a Difference Campos Coffee uses the motto “Quality Coffee Cultivated by Good” to describe its platform of social, environmental, and community outreach efforts across the globe. The Australian-based café chain, which also operates locations in Park City and Salt Lake City, Utah, was launched in 2002 by founder and CEO Will Young, who’s serious about

making sure that each cup of Campos Coffee not only tastes good, but is also doing good in the world.

“We have amazingly loyal customers,” says Young. “And, of course, we want to provide them with delicious coffee, but we also want them to know that they’re not just putting money in the till. We want them to know that, as a company, we have a purpose—and it’s not just making a profit. We’re trying to do some amazing things with the money and time our customers and staff invest in us.”

Campos’ commitment to visiting its growers each year in order to advocate for fair pricing has been key to promoting sustainability and positive impact across its supply chain, according to Young.

“It has been eye-opening to see how you can change a community and the quality of life there, just by supporting the growers and purchasing their coffee at a good price,” he says.

Campos’ current outreach efforts include a soil regeneration project in Kenya, where farmers are working to rejuvenate swaths of farmland by enriching them with manure and other organic material.

The company also provides ongoing support to refurbish and expand the 1,000-student Suke Quto School in Ethiopia’s Guji Zone (where some of its coffee is grown) and annually funds a team of Australian surgeons, through Open Heart International, to Rwanda to perform pediatric cardiac surgeries, among other outreach initiatives.

“Seeing how much impact these efforts have, it drives me to really want to do more,” says Young.

Campos also advocates for growers by supporting demand for the “ultrapremium” coffee market—coffees that can sell for $100 or more per pound.

“We think supporting and helping grow the ultra-premium category helps provide a roadmap to growers who want a way to break free of the seed price market, which can be soul-destroying,” says Young. “And we hope that in doing so, the growers can get out of the commodity market into at least the specialty market, where they can work with companies who care about them.” FC

WILL YOUNG, founder of Campos Coffee, judging at Cup of Excellence (below) and at origin (right).

PHOTOS COURTESY OF CAMPOS COFFEE

FRESH CUP MAGAZINE [ 57

Advertiser Index

To view our advertiser list and visit the websites listed below, go to freshcup.com/resources/fresh-cup-advertisers

ADVERTISER

CONTACT

ONLINE

1883 Maison Routin

800.467.7142

1883.com

Bellissimo Coffee Workshops

800.655.3955

coffeebusiness.com

39

Barista 22

info@barista22.com

barista22.com

19

Barista Pro Shop

866.776.5288

baristaproshop.com

26

The Beer Syrup Co.

502.384.4009

thebeersyrupcompany.com

49

Brewista

888.538.8683 mybrewista.com

39

Café Femenino Foundation

360.901.8322

cffoundation.org

51

Cappuccine

800.511.3127

cappuccine.net

9

The Chai Co.

888.922.2424

chaico.com

4

Coffee Fest

425.295.3300

coffeefest.com

Costellini’s

877.889.1866 costellinis.com

38

Curtis

800.421.6150 wilburcurtis.com

59

Custom Cup Sleeves

888-672-4096

49

Dillanos

253.826.1807 dillanos.com

19

Ditting

810.367.7125 ditting.com

33

Divinitea

518.347.0689 divinitea.com

49

Dr. Smoothie

888.466.9941

34

Eastsign

214.940.7888 eastsign.com

Elmhurst

888.356.1925

elmhurstmilked.com

Florida Restaurant & Lodging Show

203.344.7118

flrestaurantandlodgingshow.com

32

Fresh Cup Magazine

503.236.2587

freshcup.com

53

Gaviña Gourmet Coffee

800.428.4627

gavinacoffeesolutions.com

23

Ghirardelli Chocolate

800.877.9338

ghirardelli.com/professional

Golden Bean

503.706.1330

goldenbean.com

43

Gosh That’s Good! Brand

888.848.GOSH (4674)

goshthatsgood.com

11

Hershey Foodservice

866.821.6312

hersheyfoodserviceinsights.com

Planet Oat

800.242.2423

planetoat.com

60

Java Jacket

800.208.4128

javajacket.com

15

The Lease Coach

800.738.9202

theleasecoach.com

49

Malabar Gold Espresso

650.366.5453

malabargoldespresso.com

27

Monin Gourmet Flavorings

855.FLAVOR1 (352.8671)

monin.com

Nush Foods

801.953.1370

nushfoods.com

13

OLPR Leather Goods

info@olpr.com

olpr.com

25

Peerless Coffee & Tea

510.763.1763

peerlesscoffee.com

29

Reg Barber Enterprises

236.422.0558

coffeetamper.com

31

RetailMugs.com

970.222.9559 retailmugs.com

38

SelbySoft

800.454.4434 selbysoft.com

15

SerendipiTea

888.TEA.LIFE (832.5433)

serendipitea.com

38

Service Ideas

800.328.4493

serviceideas.com

46

StixToGo

800.435.6789 stixtogo.com

25

Tea Trade Show

973.551.9161

49

TeaSource

855.320.4832 teasource.com

31

Theta Ridge Coffee

800.745.8738

thetaridgecoffee.com

49

Toddy

970.493.0788

toddycafe.com/brewing

35

WaterWise

865.724.1200 waterwise.pro

Zojirushi America

800.264.6270

customcupsleeves.com

drsmoothie.com

teatradeshow.com

zojirushi.com

CORRECTION: Build A Blend’s phone number was incorrect in the July issue. The correct phone number is: 725. 222.9218 58 ] AUGUST 2019 » freshcup.com

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