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Contents J A N U A RY 2 0 1 9 | VO L . 2 8 . N O. 1 | F R E S H C U P M AG A Z I N E
Departments
10
THE MAPLE LEAF Drink of the Month
By Deeper Roots Coffee
12
TEA SUBSCRIPTIONS #trending
By Rekaya Gibson
Features
14
Colectivo’s Journey from Small Roaster to Midwest Café Brand
20
28
Grab-and-go products can increase the average customer purchase without holding up the line or tying up your baristas.
How café owners can design in-store signage that tells the right story to customers.
Build Your Case
Started in a Milwaukee basement 25 years ago, Colectivo has since grown to more than 20 locations—five in Chicago the past year alone.
By Susan Johnston Taylor
Reading the Signs
By Jordan Johnson
By Carrie Pallardy
2019 Business Directory
36 Your source for affiliated companies in the specialty coffee and tea industry in one easy-to-navigate guide.
CO N T R I B U TO R S , PAG E 9 | E D I TO R ’ S N OT E , PAG E 9 | CO U N T E R I N T E L L I G E N C E , PAG E 4 7 C A L E N DA R , PAG E 4 8 | A D I N D E X , PAG E 5 0
On the Cover: Small Tea in Coral Gables, Florida. Photo by Ken Hayden
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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 Manager MICHAEL HARRIS michael@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
ANUPA MUELLER
Sustainable Harvest Coffee Importers
Eco-Prima
CHUCK JONES
BRAD PRICE
Jones Coffee Roasters
Phillips Syrups & Sauces
JULIA LEACH
BRUCE RICHARDSON
Toddy
Elmwood Inn Fine Teas
PHILLIP DI BELLA
MANISH SHAH
Di Bella Group
Maya Tea Co.
BRUCE MILLETTO
LARRY WINKLER
Bellissimo Coffee Advisors
Torani
SUBSCRIPTION INFORMATION Fresh Cup Magazine is distributed worldwide each month by post. Fresh Cup Magazine is available by subscription: price—one year US $48, two years US $68, one year Canada $55, all other countries $85 per year. Single issues—$5-$10 each, plus shipping. (Checks must be drawn on a US-affiliated bank.) PLEASE ALLOW 6–8 WEEKS FOR DELIVERY OF FIRST ISSUE.
Copyright ©2018 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
CONTRIBUTORS
EDITOR’S NOTE
REKAYA GIBSON is a freelance writer and author who curates products for Cuisine Noir Magazine. She has contributed content for Amtrak, Writer’s Digest Books, and various lifestyle magazines. In this issue, she dived into the trending world of tea subscriptions (p. 12). Stay connected— follow her on Twitter @RekayaGibson.
Happy New Year!
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 examines how a successful Midwestern coffee shop continues to expand its brand (p. 14). 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 how cafés can improve their point-of-sales by providing convenient and healthy grab-and-go food options (p.20).
A
s we enter 2019, we know café owners are busy gearing up for a successful 12 months. With our mission to help cafés and coffee and tea professionals thrive, Fresh Cup is kicking off the year with our third annual Business Directory, a comprehensive guide to help you determine the best equipment, services, products, and more (p. 36). Speaking of a thriving business, also in this issue, we examine how a Midwestern café has effectively built—and continues to expand—its brand over the last 25 years, on p. 14. Looking for inspiration in building your own brand? Our Associate Editor, Jordan Johnson, spoke with design experts on how to choose in-store signage that conveys the right message to your customers (p. 28). As it’s common for a new year to usher in resolutions of health, turn to p. 20 to learn how to help your customers make smarter food choices by providing betterfor-you grab-and-go options, and in turn boost your revenue. Ensuring your business is operating efficiently and effectively can be overwhelming. Be sure to take a moment to pause, relax, and reflect, perhaps with a calming cup of tea from one of the many tea subscriptions out there (p. 12). While we hope these articles are beneficial to you, we know there’s so much more work to be done this year. And so, readers, we’d like to know: What would you like to see in these pages? How can Fresh Cup best continue to serve you? My (metaphorical) door is always open—email me, anytime, at editor@freshcup.com with your ideas, questions, and feedback.
8201 SE 17th Ave. Suite 100, Portland, OR 97202 PHONE: 503/236-2587 | FAX: 503/236-3165 FRESH CUP PROUDLY SPONSORS NONPROFITS
CORRECTION The café featured on the cover of the December 2018 issue is Felix Roasting Co., not Felix Coffee Co. Fresh Cup apologizes for this error.
CAITLIN PETERKIN, EDITOR
editor@freshcup.com
FR E SH CUP.COM FRESH CUP MAGAZINE [ 9
f the Mont o k n i h Dr
THE MAPLE LEAF by Deeper Roots Coffee (Cincinnati, Ohio)
T
he Maple Leaf is a permanent fixture on Deeper Roots’ signature drink menu— the beauty of its simplicity in preparation and presentation belies its complexity of flavor. As a cortado-sized beverage, it emphasizes wellmade espresso and textured milk while adding a twist of natural ingredients and compounding the delight factor. “The aroma of the citrus oil is intoxicating—it’s all sweetness and coffee in the middle—and the comingled dimensions of tart orange, sweet maple, chocolatey espresso, and creamy milk linger as the drink goes down,” says Matt Hoffman, brand strategist at DRC. “We love it as a shorty and are happy to make it latte-sized for those who want it to last even longer.”
Ingredients:
deeperrootscoffee.com | Instagram: @deeperrootsdrc
• Pour milk into cortado glass.
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2 tsp. (roughly ¼ oz) amber maple syrup Navel orange Milk of choice (local cow’s, almond, or macadamia nut milk suggested) Espresso • Add maple syrup in the bottom of a 4.5-oz cortado glass. • Cut a two-inch strip of navel orange peel with a vegetable peeler and add it to cold milk in a small steaming pitcher. • Pull espresso over the maple syrup and steam the milk with the orange peel in it. • With a demitasse spoon, give the maple and espresso a swift stir and scoop the orange peel out of the steaming pitcher.
ILLUSTRATION BY JORDAN JOHNSON @DRAWNHUNGRY
# trending
Tea Subscription Services: BREWED ON DEMAND By Rekaya Gibson
W
ant a global tea-drinking experience? Consider a tea subscription. It allows tea drinkers to explore loose leaf or bagged teas from around the world each month, without leaving the comforts of home. It saves time and, in some cases, money. Online shoppers can also select this popular gift to please the tea lovers in their lives. This article only highlights five of the many subscription services that takes the guesswork out of teatime. Enjoy travelling the world— one cup at a time.
Art of Tea artoftea.com Art of Tea is a tea importer and wholesaler that hand blends, custom crafts, and hand packages organic, loose leaf teas and botanicals. Founder Steve Schwartz is a Master Tea Blender who sources rare and exquisite teas from around the world, directly from farmers, to make his captivating blends. Art of Tea’s Tea Club allows customers to sample the company’s broad offerings with six subscription options: Caffeine Free, Classic, Single Origin, Explore, Wellness, and Pyramid Tea Bags. Each package arrives with information about the tea. Choose from three-month ($54), six-month ($107), and twelve-month ($198) subscriptions, which include free shipping from Los Angeles, California.
Teabox teabox.com Teabox sources a range of flavored and non-flavored teas such as Darjeeling, Assam, and Nilgiri directly from producers throughout India and Nepal. Every month, Teabox passes this freshness on to its customers. Subscribers receive a themed box of five premium loose leaf teas each month. Boxes include a description of the aroma and the palate, as well as instructions on making a cup of tea, including steep time. Customers also receive notes on each tea about the region, whether or not it’s a specialty tea, the caffeine level, and if there are any add-ins such as sugar. Subscriptions are billed in the following increments: monthly, $29.99; three-month, $85.50; or six-month, $161.90, and the teas are shipped worldwide without additional shipping costs.
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PHOTO SOURCE: TEABOX (LEFT), INSTAGRAM @ARTOFTEALA
Sips by sipsby.com Based in Austin, Texas, Sips by provides four personalized teas at an affordable cost. The service matches customers with blends from more than a hundred global tea brands to create a personalized selection of four teas in each box ranging from herbal to caffeinated, and either loose leaf, bags, or sachets. The subscription box also includes disposable tea bags inside a reusable drawstring steeping bag, tasting notes, and steeping guidelines. The subscription is $15 per month, billed in increments of monthly, three-month, six-month, or twelve-month. U.S. residents receive free shipping and handling, while shipping rates apply for international orders.
Bokksu bokksu.com For those folks who desire intriguing flavor experiences, Bokksu offers a curated selection of authentic Japanese snacks paired with elegant teas, for a unique tasting adventure every month. The bright orange box includes a tasting guide that describes the story, flavors, and common allergens of each item. Leaves are packaged in tea bags for convenience and arrive with individual brewing instructions for optimal taste. Customers can choose from two subscriptions, Classic Bokksu (starting at $39 per month and includes 20–25 items) or Tasting Bokksu (starting at $25 per month and includes 10–14 items), while four plan options (monthly, three-month, six-month, and twelve-month) are available. Customers receive free shipping worldwide from Japan.
True Tea Club trueteacompany.co.uk True Tea, based out of England, sources tea from small farmers around the globe to create their own unique blends. Customers receive four carefully developed blends of fresh loose leaf teas each month, ranging from white, green, black, rooibos, oolong, Pu-erh, and herbal infusions. It also includes four empty loose tea bags, a contact card, and an informative flyer. If customers have specific needs, they can choose vegan-friendly, dairy-free, decaffeinated, or tea without nut products. Subscription options include Standard (40 cups of tea), Premium (60 cups of tea), or Deluxe (80 cups of tea), with varying frequencies, including: monthly (from £10.00, $14.02 U.S.), three months (from £25.00, $35.06 U.S.), six months (From £55.00, $77.13 U.S.), or twelve months (From £110.00, $154.26 U.S.). Each subscription includes free shipping in the U.K., and worldwide shipping for a small fee.
PHOTO SOURCE (CLOCKWISE FROM TOP LEFT): INSTAGRAM @SIPSBY, TRUE TEA CLUB, BOKKSU
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PHOTO COURTESY OF COLECTIVO COFFEE
LOGAN SQUARE Chicago Colectivo Coffee location.
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Colectivo’s Journey
C
olectivo Coffee Roasters celebrated its 25th birthday in September 2018. In 1993, founders Lincoln Fowler, Ward Fowler, and Paul Miller started a small roasting business in the basement of a Milwaukee warehouse. From there, the company grew to a second location, and then became a retail brand. Today,
the company has 13 cafés in Milwaukee, three in Madison, and will soon have five in Chicago. Colectivo has only been in Chicago for a little more than a year, but the company has had its eye on the city for much longer. “When we went into Madison, we went with the intention of gearing up
to go into Chicago,” says Scott Schwebel, vice president of brand marketing and retail at Colectivo. “In Madison, we learned how to manage our brand offsite and how to maintain culture, quality, and café experience outside of our home market.” Here’s how Colectivo built and continues to expand its brand.
COLECTIVO: (clockwise from top left) seasonal menu, the roastery in Milwaukee, WI, and inside Chicago’s Logan Square location.
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PHOTOS COURTESY OF COLECTIVO COFFEE
Defining the Colectivo Brand Schwebel is instrumental in bringing the Colectivo brand to life. In his role with the company for eight years, he oversees real estate acquisition and café design work. “No two cafés are alike,” he says. “Our brand is more of a feeling.” That feeling is evoked by characteristics like indoor and outdoor space and handcrafted features. “We like building things,” says Schwebel. “We build the tables, the light fixtures, the cabinets. None of this comes out of the cut-and-paste book.” The collaborative design process, led by a husbandand-wife artisan team, aims to reflect each different location and the Colectivo brand. Beyond the feel of each individual café, Colectivo’s flavors play a central role in branding.
Colectivo spent more than three years planning its entrance into the Chicago market. During that time, Schwebel made trips to the city building relationships and getting to know the neighborhoods. “Coffee is the epicenter of our brand, but we have always believed that there are things that go along with it and create a better, more inclusive experience for our customers,” says Schwebel. With that in mind, Colectivo’s cafés serve fresh bakery goods made from scratch by its sister brand, Troubadour Bakery.
Coming to Chicago Colectivo spent more than three years planning its entrance into the Chicago market. During that time, Schwebel made trips to the city building relationships and getting to know the neighborhoods. “Chicago is a world-class city full of talent,” he says. “We wanted to come here to be exposed to world-class competition and get better as an organization.” When the company was ready, Lincoln Park became the first of its Chicago cafés, born from a vacant but
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Colectivo’s Journey
CHICAGO: (clockwise from top left) Lincoln Park’s outdoor patio, baked good selection, and exterior of the Andersonville café.
historic storefront. A neglected corner near a parking lot in disrepair may not have seemed like much, but Colectivo saw its potential. “We saw a way to turn the corner on in a dead space of a Chicago neighborhood,” says Schwebel. It took about a year to get the space fully planned and permitted, but the choice paid off. The Lincoln Park location sparked plans for more Chicago locations. Next, Colectivo headed to Logan Square, a Chicago neighborhood known and revered for its coffee. The café—a new construction project—is located on
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Milwaukee Avenue, one of the neighborhood’s major streets, more toward the eastern half of the neighborhood. “Here, we intentionally chose a more transitional space between a lot of development that is happening in the neighborhood,” says Schwebel. “There’s a ton of gentrification happening to the east of us and the area west of us is much more established.” Colectivo’s Andersonville location opened in September 2018. The café, located in a brown brick building, is designed to have a cozy, neighborhood aesthetic.
“Andersonville is hyper-local and fiercely independent,” says Schwebel. “It gave us a chance to build a truly neighborhood café.” The company’s fourth Chicagoarea location actually leaves the city for the suburbs. Evanston, just a few miles north of the city, is home to another Colectivo café on the corner. This time, the company renovated and reimagined a space originally used as a soda fountain building. The project embraces the height of the building’s original façade, while adding its own touches of glass and warm wood.
PHOTOS COURTESY OF COLECTIVO COFFEE
THE FOURTH Chicago-area Colectivo café in the suburb of Evanston.
Wicker Park is Colectivo’s most recent foray into the Chicago market. This café, set to open in early spring of 2019, will also be home to the company’s Chicago training facility. “Getting to this point really allows us to operate like a local business,” says Schwebel. Like its other locations, the Wicker Park space will embrace Colectivo’s branding with a unique twist. In this case, the café has an “alley-style” entryway. “The café will offer our familiar experiences of blurring the line between inside and out, letting our business and customers engage with the sidewalk,” he says. Other features of the space will include “an urban garden with a transition room between the sidewalk and inside of café, a second level overlooking both the training and community rooms, a fireplace, and communal table all next to an alley,” according to Schwebel.
The Coffee All of Colectivo’s coffee is roasted right at its River West location in Milwaukee and delivered fresh to its other café locations each night. The River West roasting space, custom designed by founders Lincoln and Ward, uses vintage Probat equipment. The coffee roasted there is sourced from all over the world, thanks to Colectivo’s carefully curated, direct relationships with growers. Colectivo has come a long way from its Milwaukee roots, but its branding has evolved and endured to find a home in Chicago’s passionate coffee scene. FC
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Build Your Case
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s customers wait in line to order a morning latte, their eyes wander to a cold case of food near the register. Maybe they weren’t planning on buying more than coffee, but something catches their eye and they grab a snack or sandwich for later, essentially doubling the amount of their transaction. Jackpot! Grab-and-go products can increase the average customer purchase without holding up the line or tying up your baristas. “It is about capturing this incremental group of people who otherwise wouldn’t buy any food,” says Kate Flynn, cofounder and CEO of Sun & Swell Foods, which sells a line of snack and cookie bites and roasted nuts. Here’s a look at options and strategies for building a case of popular grab-and-go products.
It is about capturing this incremental group of people who otherwise wouldn’t buy any food. Breakfast Many coffee shops offer pastries or breakfast sandwiches, so adding grab-and-go breakfast options can be a logical extension. This especially appeals to customers who don’t eat baked goods or can’t wait for a made-to-order breakfast. Last year, Mylk Labs launched three flavors of vegan, gluten-free, non-GMO grab-and-go oatmeal cups, wholesaling to coffee shops and cafés as well as selling direct to consumers. The products have a shelf life of 12 months.
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PHOTO SOURCE: MYLK LABS
“Normally it’s set out on the counter, you pour in hot water to cover the oats, and it’s ready to be sold,” says founder and CEO Grace Cheng. “A lot of cafés have implemented an extra fruit topping or an extra milk on top for extra flavor.” Cheng adds that most cafés or coffee shops carry all three flavors, but there do seem to be regional variations in flavor preference. “Our Roasted Hazelnut and Dominican Cacao does better on the East Coast,” she says. “Roasted Almond and Himalayan Pink Salt does better nationwide. Toasted Coconut and Cassia Cinnamon is really loved by people in San Diego.” Cheng says Mylk Labs appeals to a trend-aware consumer who may not want the sugary, kidoriented oatmeal cups already on the market. “People are trying to be a little more health conscious, so [this is a] better-for-you type of option for people who would otherwise just get their coffee and go,” she says. “We want customers to spend the most for every single trip.” In addition to oatmeal cups, breakfast tacos and yogurt parfaits also make good grab-and-go options. Seattle-based Espresso Vivace serves Sunrise breakfast tacos. “They provided us with a steam table [to keep the tacos warm],” says Kasey Frix, the company’s general manager. “They deliver these great little breakfast tacos and a couple varieties of salsas that we keep chilled.” Vivace has also carried products from Molly’s Grown to Eat for a couple of years. The company provides prepackaged food products to the Seattle and Portland, Oregon, areas. The typical shelf life for Molly’s products is five days, but that’s shorter at the establishments that use compostable containers. Co-owner Michelle Boline says Molly’s already offers a yogurt parfait made with locally made yogurts, but it plans to increase its breakfast options in the near future. One of the selling points for Molly’s Grown to Eat is that they guarantee the sale to cafés that supply their products.
PHOTO BY CYNTHIA MEADORS
“While they’re purchasing our product and putting it on the shelf, if it doesn’t sell through, we credit them for the product and buy it back and donate it,” Boline explains. “They’re able to carry a really high-quality menu that they can feel good about.”
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Build Your Case
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PHOTO SOURCE, CLOCKWISE FROM TOP: MYLK LABS, INSTAGRAM @SANDWICH_HOUSE_TRES, INSTAGRAM @VIVE_ORGANIC
Immunity Boosters Espresso Vivace also recently started carrying small bottles of immunity boost wellness shots from Vive Organic. “They have things like ginger and turmeric, and especially this time of year people love that kind of stuff,” says Frix. “They’re always looking for ways to ward off bugs.” Products like wellness shots or kefir shots do not take up much counter space and can bring in additional revenue.
Premade Paninis & Wraps At Fresh Flours Bakery & Café in Seattle, three types of premade paninis take the place of made-toorder sandwiches. “We don’t have enough staff to make sandwiches, so paninis just made sense for us,” says owner Etsuko Minematsu. “We make our own bread and assemble sandwiches [in advance].”
Fresh Flours also carries prepackaged Japanese-style sandwiches from Sandwich House TRES in nearby Bellevue. “They’re very popular,” Minematsu adds. At California-based Klatch Coffee, retail manager Holly Perry says they’re experimenting with premade wraps for people who want a heartier item between meals. “It’s maybe not a full lunch but it’s something more than a snack box,” she says. Molly’s also offers wraps, and Boline says they’re reformulating the menu to bring in more international flavors. “You’ll start seeing from us things like Asian fusion-type of wraps, maybe a fattoush salad,” she says.
Savory Snacks Coffee shops typically carry a selection of sweet muffins, cookies, or other baked goods, but they may not have as many savory options.
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Build Your Case
“There’s nothing for that mid-morning, late afternoon snack,” says David Scharfman, co-owner/general manager at Just the Cheese. “They’re missing out on the ability to connect with a customer who at 3pm wants a pick-me-up. You don’t want a muffin or a sandwich at 3pm.” Just the Cheese aims to fill that gap. Their crunchy baked cheese bars are similar to a granola bar, contain eight grams of protein, and carry a ninemonth shelf life. “People like that it’s portable and durable,” says Scharfman. “If they come in the morning, they can take it for a snack for later. I have one in my glove compartment.” He adds that the product appeals to cheese lovers, college students, and those who want a low-carb snack that isn’t pork rinds or nuts.
Specialty Products Vegetarian, vegan (also called “plant-based,” to reduce some of the stigmas around a vegan diet), and gluten-free products are another trend in the grab-and-go space. “More people are trying to stay away from dairy and gluten products,” says Cheng. Cheng’s Mylk Labs and Flynn’s Sun & Swell Foods both serve this segment of the market. “I found it particularly hard when I was traveling to find grab-and-go food that would fit my diet,” recalls Flynn. “I was always in a situation where if a coffee shop happened to have a banana, I would eat that, but otherwise, typically I couldn’t find anything I could eat in coffee shops or in airports. When we developed our products, we wanted this healthier on-the-go snack option.” Sun & Swell’s snack and cookie bites and roasted nuts are vegan, kosher, gluten-free, and free from any added sugar. The main ingredients are fruits and nuts, and the products have a nine-month shelf life. “We use really simple, clean ingredients,” says Flynn. “There’s definitely been a trend towards cleanlabel products.”
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PHOTO SOURCE: JUST THE CHEESE: MANDY CAI; SUN & SWELL
Customers who are less health-conscious might still grab a bagel or a muffin, but her products cater to those who want an alternative. “What we have found is that when coffee shops will bring our products or a product like ours in, it’s not replacing what somebody else would buy,” says Flynn. “It’s giving somebody who historically wouldn’t have bought anything in the store…something that they can buy.”
Branded Grab & Go Boxes While many coffee shops purchase grab-and-go items from outside food vendors, Klatch Coffee assembles its own grab-and-go boxes with branded stickers. “When someone is sitting at their desk later that day and they grab their snack, they are reminded of you,” says Perry. Klatch’s boxes include a hummus box and protein box with a hard-boiled egg, almonds, and cheese. Many of these ingredients are things the company already has on hand, so they’re just packaging them in a new way. “We do egg sandwiches, so eggs were something we already had,” says Perry. They make a nut milk in-house, so they already had almonds available. Klatch also sells a yogurt parfait using the house-made granola they sell separately. Staff at each store assemble the boxes in the afternoons when things slow down. “We have to have the people there to make sure the store is staffed, so this is what they’re doing during those downtimes,” Perry says. She says the hardest part of starting the branded products was finding the right packaging.
Perry cites the cost savings and branding opportunities of assembling grab-and-go items in-house, but it does require some extra work for staff, so some owners prefer to buy packaged food from outside vendors. “The owner of Vivace is always like ‘I’m asking my staff to make the best coffee; I don’t want them having to toast a bagel,’” says Frix. “He wants us to stay focused on the coffee.” Minematsu also strives for simplicity in Fresh Flours’ grab-and-go options. “I used to pick up salads from Pike Place Market twice a week and distribute to all our stores, but the logistics didn’t make sense,” she says. “We get items we can get delivered and that complement our customers’ needs.” Still, whether buying from an outside vendor or packaging items in-house, grab-and-go products can help boost your bottom line and keep customers from going elsewhere for a snack or light meal. FC
PHOTO SOURCE: FRESH FLOURS
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PHOTO BY NICOLLE CLEMETSON
STUMPTOWN Coffee Roasters uses a mix of chalkboard and letter board signs for its menu and in-store signage.
PHOTO SOURCE: INSTAGRAM @STUMPTOWNCOFFEE
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Reading the Signs
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re your signs conveying the right message? The moment a new customer walks through your door, they’re looking for signs to navigate an unfamiliar space. Well-designed signage allows customers to comfortably order food and beverages, find their way around the space, learn about your brand and products, and even share their new discovery with social media followers. There are an endless number of options these days: painstakingly handcrafted signs painted by professional artists, tried-and-true chalkboard signs, high-tech LED screens that show high-res photos of products, and the trendy letter boards of 2018. Experts in sign manufacturing, interior design, and running a café have shared their wisdom with Fresh Cup on the best way to ensure your café communicates the message that you want customers to receive.
Looking for a Sign Andee Hess, the founder of Osmose Design in Portland, Oregon, has a track record of designing influential interiors for trendsetting food and drink brands including Stumptown Coffee Roasters, Salt & Straw, and Small Tea in Miami, Florida. “We always start with a client, helping them define who they are, and getting a good understanding of the brand, and their voice, and how they interact with their customers,” says Hess. “Even when we start to look at the menus and all these other little pieces, it needs to tie back to this core of who the company is, who the brand is, and how they want to be represented.” Whether you’re planning the buildout of your first café, opening a second location, or redesigning a few shop elements, it’s a good practice to take some time to define your brand and who your audience is. “As [café owners] are still developing their brand identity, it’s really important to figure out who their target customer base is going to be,” advises Joseph Hewitt, a creative technologist
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and fabricator for Fortitude, a design and manufacturing firm in Portland, Oregon, who redesigned Stumptown’s menus in 2018. “That can be very different depending on where the café is, or really the personal style of the person who’s opening it. You don’t want to get sick of something that you’re going to be in and around every day.” If you’re going to open a location in a part of town that you’re unfamiliar with, get to know the locals. Do you want to serve hurried professionals in the early morning on their way to work or the lingering parents and their pre-K toddlers in the afternoon? Both? While a rushed banker in the morning won’t care much about where your restrooms are, you can be sure that a parent with a messy eater will feel at ease knowing there’s a washroom nearby and whether
or not they’ll need to ask for a key. Thinking about local demographics, who you want to attract, their unique needs, and their aesthetic preferences will be essential in selecting verbiage and materials that are welcoming and useful to customers. Once you’ve defined your target market, start gathering examples of design elements, colors, typography, and materials that your customers will respond positively to, and that you’re excited about as well. Use the examples to develop an overall mood or concept for what your space will communicate.
Serving Sayings Menu items should be determined by brand identity, customer preferences, and what the café space is capable of producing.
PHOTO BY CHRIS WEBBER
BLACK EYE COFFEE features two menu boards, one for its food menu and one for its drink menu.
Consider whether you will include origin names next to your brewed coffee offering. Will you promote a selection of flavored syrups to add to lattes? Will you offer food? What kind of food makes sense in your space, that your customers will like, and is on brand? Write out exactly what you want customers to see when they read your menu and group items based on categories such as coffee, tea smoothies, food, etc. Also, think about how often you plan on changing menu items, whether prices are likely to change, and where the best spot in your café is to place this information. This step will be key when determining what the menu looks like. Black Eye Coffee in Denver, Colorado, features two menu boards: a vintage mirror that was salvaged from a local bar features the shop’s coffee offerings, while a roll of butcher paper displays food offerings and is rewritten twice a year for seasonality. Michelle Ackerman, Black Eye’s owner, chose that format specifically because the coffee offerings remain fairly constant while the food menu is refreshed seasonally.
PHOTO SOURCE: INSTAGRAM @BLACKEYECOFFEE
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Reading the Signs
And in the rare occasion that Black Eye has to change its coffee prices? “It’s basically a sticker that’s been made that we stick onto the glass, onto the mirror,” says Ackerman.
Read the Room Menus communicate your product offering, but there’s also the rest of the space to consider. There’s wayfinding, regulatory, informative, retail, and branded signage to fill your space with. Every word choice reflects your brand and can inform the customer experience, but some experts caution against over-communicating. “Finding those words when working with clients is an exercise of being really concise and narrowing down what you’re trying to communicate,” says Hess. “Finding those words, again, gets back to that core conceptual, ‘Who is the brand, why are we doing this, what are we trying to say?’” When planning signage throughout the shop, Hess advises that owners take the information they’ve developed to describe their brand and distill it into the most concise language possible. “People are smart,” she laughs. “They will figure it out. We don’t have to dumb it down for them too much.” Having less text also saves hassle later on, as phrasing and certain language can become dated and needs refreshing. Try using icons or images where possible, as they can have a more emotional tie to your customers. Ackerman chose to use vintage postcards of Denver and famous boxers for her table numbers at Black Eye. The cards let the kitchen know where to deliver food, while customers, unprompted, often take photos of the unique and personal touch for social media. “We definitely think about the brand, and how we want to maintain a certain brand image,” says Ackerman. “We’re also very thoughtful about Instagram. Because the more Instagram-able everything is, the more visibility that brings to it.”
32 ] JANUARY 2019 » freshcup.com
MENU BOARDS: Since they can be updated easily, chalkboard and letter board signs work great for menus that change frequently.
TOP PHOTO BY NATHAN DUMLAO, BOTTOM PHOTO BY MIKE MARQUEZ
Test Your Type One simple and inexpensive way to test out the functionality of your signage placement is to run a prototype test using design thinking. With just some paper, a marker, tape, and a few friends, you can create a mock-up of your signage in the space and simulate a regular day of business. Invite some friends who are unfamiliar with the space and have them pretend that they are new customers coming in to order drinks and navigate the space. After 10 minutes or so, talk to your participants to find out what questions they had and if your design had the desired effect. It’s far cheaper at this stage to take feedback and alter the design, rather than later down the road after everything has been manufactured. You may need to run this exercise a few times before you find what works.
It’s creating that storyline that’s going to get people interested in not only what you’re selling, but why you’re there. Sign into Effect Now comes the fun part: making all your concepts a reality. “It’s creating that story,” explains Hewitt. “It’s creating that storyline that’s going to get people interested in not only what you’re selling, but why you’re there.” Choosing materials, typography, colors, size, and placement of your signs should communicate a consistent story and feeling throughout your space. If you’re building your shop from scratch, you may want to find an interior designer who can develop a complete buildout and design concept for you. If you’re designing the buildout yourself or only refreshing your signage, you can work directly with commercial companies, like Fastsigns, or local artists. Ackerman reached out to her own customer base when it came time to design new signage. “We do get a lot of our ideas from regulars,” she says. “The butcher [paper], the artist is a regular here, they come in quite a bit. And I think that’s what’s so cool about coffee and community, is that your customers are such a great source, and just talking to
FRESH CUP MAGAZINE [ 33
Reading the Signs
GLASS WORK: Gilded lettering is having a resurgence. Will Lynes designed and gold-leafed each of these signs by hand.
your customers about what you’re looking for. It’s really great to engage with the community at that level.” Make sure that whomever you’re working with understands your brand aesthetics, customer needs, and placement by having a conversation with the designer using examples from your mood board to demonstrate what you’re looking for. Often when working with a branding firm, graphic designer, or interior designer, they’ll be able to draft a digital mock-up of the buildout so you can get a sense of where text will appear, the scale, and color choices. Will Lynes, a Sydney-based sign designer whose company, Lynes & Co., specializes in hand-painted signage, gilding, and decorative glass work, recommends that café owners think thoroughly about physical material
34 ] JANUARY 2019 » freshcup.com
and their appearance in real life before committing to a particular design. “There’s a little bit of a disconnect between how [the sign] looks on screen mocked up versus how it looks in real life when you actually view it,” he says. Lynes recommends talking to more than one design professional and using their expert opinions to inform design decisions. When completed, well-functioning signage will build a base of regular customers and boost sales. Ackerman found that the scale and placement of her menu board plays a big role in managing lines. “Functionally, it’s really nice because people can make it through the line pretty quickly and they’re able to see quickly what’s offered and instantly know what they want, as opposed to wandering around trying to decide,” she says.
Reading the Future In just the last decade, signage trends have changed drastically. Neon, custom letter boards, and “Insta-worthy” signage have all started to become ubiquitous in café spaces around the world. Social media platforms like Instagram and Pinterest are the likely cause behind these shifts in taste. “A venue opens and becomes really popular, people Instagram it and then that kind of builds up their presence online,” remarks Lynes. “Then people start to notice it and they tend to look at that place as a guide as to what to follow almost as a formula.” While social media can be an excellent source of inspiration and a great marketing tool, overemphasizing social media’s importance can lead to derivative design or signage choices that will quickly become dated.
PHOTOS BY WILL LYNES
“People are always asking for those Instagram-able moments, right?” notes Hess. “If you’re providing something that’s more complex and has some more thought in it, and has the message interwoven in a clever way, I think that’s more exciting.” Looking forward to what the next signage trends will be invading our social media feeds next, Hewitt suggests flip disc signs similar to those found in train stations: “You hear this acoustic clattering and visually, it kind of looks like a word jumble and then all of a sudden, the information comes out of it.” Hess is excited to integrate more backlit and glowing graphics into her own work. “You can read it, it produces light in the space,” she says. “That’s kind of a challenge to us, of what’s another way to integrate on that idea where it’s like using technology more than a flat board with a light shining on it.” Whatever ends up as the next big thing, café owners should always make sure that their signage makes sense for their own brand, their customers, and their business. FC
FRESH CUP MAGAZINE [ 35
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FRESH CUP MAGAZINE [ 37
Business Directory
BEVERAGES, MIXES & MILKS Add A Scoop Supplements
Elmhurst 1925
addascoop.com
Elmhurst1925.com
844.782.4212
888.356.1925
Add healthy benefits to your beverages with our functional supplements while improving your bottom line at the same time.
Elmhurst is a simpler, better option among plant-based milks. All of Elmhurst products have six or fewer ingredients, and no added gums or emulsifiers.
Alchemy North America
Gosh That’s Good
928.814.9943
Gsdglobaltrading.com Alchemy North America offers Golden Turmeric Elixir, a delicious, easy to use, functional concentrate. Perfect for making hot and cold turmeric lattes, smoothies, and sodas.
Baristatude 800.200.5005
Baristatude.com
888.848.4674
goshthatsgood.com Serve unique, high-quality flavors in your coffee shop. The industry’s best Sugar-Free and Original Chocolate, Caramel, Hazelnut, Vanilla, Matcha, and blender base. Free samples!
Milkadamia/ Jindilli Beverages, LLC 630.861.2102
Baristatude was made for you to create. Inspiring your creativity is at the forefront of our brand.
milkadamia.com
Big Train
Mountain Cider Company
800.244.8724 bigtrain.com For over 20 years, Big Train has been a worldwide leader in frappe and chai mixes. Simply blend, pour, and serve!
Milkadamia is the award-winning, regeneratively farmed macadamia milk. We’re for trees, and we’re for soil, too.
800.483.2416
mountaincider.com 100% real, 100% natural, 100% shelf-stable, spiced apple cider concentrate from that friendly family in Vermont.
Caffe D’Vita
Pacific Foods
caffedvita.com
pacificfoods.com/food-service
909.591.9493
Our premium beverage mixes are now available for your café. Choose from our popular base mixes, blended iced coffees, chai lattes, fruit cream smoothies, cocoas, and specialty products.
Cappuccine
503.692.9666
World-class baristas help craft our Barista Series™ line of plant-based beverages. Subtly flavored, each steams to create great texture: Soy, Almond, Coconut, Rice, and new Oat.
BUSINESS SERVICES
800.511.3127
cappuccine.net Cappuccine® supplies frappe mixes to independent coffee houses, specialty coffee and bakery chains, gourmet chocolate chains, and four- and five-star hotels worldwide.
38 ] JANUARY 2019 » freshcup.com
Bellissimo Coffee Advisors 800.655.3955
coffeebusiness.com Helping you succeed in the specialty coffee industry.
CAFÉ EQUIPMENT & SUPPLIES 1st-line Equipment
Bodum
1st-line.com
bodum.com
732.298.6268
800.23.BODUM (26386)
1st-line Equipment offers high-end home and commercial espresso machines and grinders for competitive prices that will best meet your needs!
Visionary innovation for more than 70 years. Renowned for its iconic French press coffee maker and Scandinavian design aesthetic, BODUM® has grown into a global housewares brand with distribution worldwide.
AeroPress, Inc.
Brewista
650.493.3050
aeropressinc.com The AeroPress coffee maker utilizes a breakthrough in the coffee brewing process to yield the smoothest, richest coffee that you have ever tasted.
Baratza
425.641.1245 baratza.com Innovative precision burr grinders that are reliable and easy to use, and deliver exceptional cup quality for the home or café.
Barista Pro Shop 866.776.5288
baristaproshop.com Barista Pro Shop is a specialty coffee distributor supplying the industry’s premier products and resources from over 70 brands, combined with exceptional customer service from experienced baristas.
888.538.8683 mybrewista.com Brewista designs, manufactures, and distributes products for the specialty coffee and tea industries. We provide the tools that allow professionals and home-use consumers make the best brewed beverages possible.
Bunn
800.637.8606 bunnomatic.com/commercial-products Bunn is a partner you can count on for profitable, reliable beverage equipment and great service wherever you serve customers around the world. Quality beverage equipment and comprehensive service worldwide.
Curtis
323.837.2300 wilburcurtis.com Curtis is synonymous with a full line of the most advanced, top-of-the-line commercial coffee brewing equipment, iced tea brewing systems, and specialty beverage dispensers.
FRESH CUP MAGAZINE [ 39
Business Directory
CAFÉ EQUIPMENT & SUPPLIES Custom Cup Sleeves 888.672.4096
customcupsleeves.com Get your own logo custom-printed on highquality coffee sleeves made by Java Jacket with no minimum order.
(continued)
Huhtamaki 913.583.3025
us.huhtamaki.com At Huhtamaki, we’re global specialists in packaging for food and drink, dedicated to making every consumer experience enjoyable, consistent, and safe.
Ditting USA 810.367.7125 ditting.com Swiss-precision, high-quality, low-maintenance commercial and industrial coffee grinders.
Eastsign International 214.384.8768
Java Jacket 800.208.4128
javajacket.com A family-run business since 1991, Java Jacket is the original recycled, best insulating coffee cup sleeve on the market. Over four billion sold.
eastsign.com Manufacturer of single-serve filling equipment and packaging for coffee, tea, solid powders, and liquids featuring nitrogen flush capability and roll film sealing.
Espresso Parts 800.459.5594
espressoparts.com Since 1993, Espresso Parts has supplied café owners, baristas, and homebrewers the best products and service available worldwide.
Klean Kanteen 800.767.3173
kleankanteen.com Tailor a custom bottle program that’s right for your company—one that will inspire your employees and customers, green your operations, and help your bottom line.
Kruve
info@kruveinc.com kruveinc.com
FETCO
800.FETCO.99 (800.338.2699) fetco.com FETCO, a pioneer of coffee extraction for the past 30 years.
Finum North America Corp 49 (0) 40 734 24 0 Finum.com Renowned for its flavor-enhancing products, finum® holds the leading role in the manufacturing of biodegradable tea filters, also offering award-winning tea and coffee drinkware.
Grandstand Glassware + Apparel 800.767.8951
egrandstand.com Grandstand is your partner for custom decorated glassware, apparel, promotional items, and creative services. We’re committed to providing superior quality, excellent value, and top-notch service.
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The world’s first coffee sifting system designed specifically for the homebrewer. Used by world-champion brewers and baristas, the KRUVE Sifter guarantees competition-level quality from the comfort of your kitchen.
Northwoods Jewelry Co. 715.848.5000
northwoodsjewelry.com Wisconsin’s unique custom design fine jewelry store—the home of Cool Beans coffee bean jewelry.
Retail Mugs 970.222.9559
retailmugs.com Sell one travel mug a day and you can make a few extra hundred bucks every month— imagine if you sold more! Quality drinkware since 2002.
CAFÉ EQUIPMENT & SUPPLIES (continued) Service Ideas 800.328.4493
serviceideas.com Since 1946, Service Ideas has been an innovative worldwide provider in the service industry. Specializing in airpots and servers for the coffee and tea industry.
StixToGo
800.435.6789 stixtogo.com StixToGo is the world’s #1 provider of spill-proof solutions for the hot beverage market. With patents and trademarks in several countries, StixToGo continues to bring unique specialty coffee solutions to the market.
Toddy
888.863.3974 toddycafe.com As the industry leader in cold-brewed coffee and tea for over 50 years, Toddy can help your business develop a successful cold brew program.
Vessel Drinkware 855.883.7735
vesseldrinkware.com We offer a full spectrum of BPA-free, custom, reusable drinkware in a variety of sizes and materials. Our products are designed to promote sustainability by offering wellmade, functional drinkware items.
Visstun
800.401.2910 visstuncups.com Specializing in high-definition, full-color custom containers: reusable plastic cups, single-use paper cups, and food packaging options at low minimums and quick turnaround. Create a big brand look that drives business!
Your Brand Cafe 866.566.0390
yourbrandcafe.com Your Brand Cafe offers custom printing on disposable hot and cold cups, coffee sleeves, glassware, and more.
Zojirushi America Corporation 800.264.6270
zojirushi.com Zojirushi provides an assortment of products including vacuum-insulated creamers, carafes, glass- and stainless-lined AIR POT® and GRAVITY POT® beverage dispensers, water boilers, and coffeemakers.
COFFEE ROASTERS Abbotsford Road Coffee Specialists 347.384.2862
Abbotsfordroad.com Our vision is to create the first coffee manufacturer in NYC that stands for service and great quality coffee! Our mission is to help business owners make money and achieve success.
Black Oak Coffee Roasters 866.390.1427
blackoakcoffee.com Enjoy your coffee! At Black Oak, we’re sharing something as unique as what’s in our Mendocino County backyard—beautiful, distinct coffees that inspire wonder and deliver some welcome delight.
Blind Coffee Roasters 503.969.9873
blindcoffeeroasters.com We roast fine quality, award-winning coffees to order. Serving great coffee since 2012. We ship anywhere.
Café La Semeuse USA 941.830.8818
cafelasemeuse.com Café La Semeuse is roasted and cooled naturally in the Swiss Alps. Roasting rare beans in high altitude of 3,300 feet gives our beans a never bitter taste.
Caffé D’arte 800.999.5334
caffedarte.com Caffé D’arte produces exceptional Italian coffees, including our wood-fired blends. Our principles of quality, passion, and tradition are paramount in all of our roasts.
FRESH CUP MAGAZINE [ 41
Business Directory
COFFEE ROASTERS
(continued)
Caffe Ibis Coffee Roasting Company 888.740.4777
Caffeibis.com An artisan custom roasting house supporting social and environmental stewardship. Our focus is on Organic, Fair Trade, and Smithsonian Shade Grown “BirdFriendly” coffees.
Mr. Espresso 510.287.5200
mrespresso.com/wholesale/ The Oakland-based Di Ruocco family has been a trusted source for Faema espresso equipment, Italian-inspired espressos, and exceptional oak wood-roasted coffees since 1978.
Omaroo Coffee
info@omaroocoffee.com
Caravan Coffee 800.875.5282
caravancoffee.com For over 20 years in the specialty coffee industry, Caravan Coffee has been committed to sourcing, roasting, and brewing our coffee with intention.
omaroocoffee.com Farm-to-cup coffee sourced from awardwinning coffee farms in the hills above Byron Bay, Australia.
Pacific Tradewinds Coffee Co. 214.778.5662
pacifictradewindscoffee.com
Chocolate Fish Coffee Roasters 916.710.1023
chocolatefishcoffee.com Sacramento-based, Golden Bean Awardwinning coffee roaster/retailer. Leaders in “Making Coffee Approachable” and having direct producer relationships, allowing us access to the best-tasting coffees.
Estas Manos Coffee Roasters Estasmanoscoffee.com
Estas Manos Coffee Roasters is a community of like-minded roasters, importers, and farmers whose primary focus is influencing a more honest and equitable coffee industry.
We are Where Hula Meets Howdy!™ Grown in Hawaii and roasted in Texas. Full-service wholesale roasters.
Peerless Coffee & Tea Company 510.763.1763
peerlesscoffee.com Peerless Coffee & Tea, in Oakland, California, is recognized as the national award-winning premier craft roaster for the hospitality industry and coffeehouse chains, recently winning 2019 Roaster of the Year.
EDUCATION & TRAINING Academy of Coffee Excellence 757.565.1400
Lizzy’s Fresh Coffee 208.806.0212
lizzysfreshcoffee.com Roasting to-order from the world’s best coffees.
Malabar Gold Espresso/ Josuma Coffee Co. 650.366.5453
malabargoldespresso.com When lattes and cappuccinos start with Malabar Gold Espresso, your customers won’t need to add sugar or want to use syrups!
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academyofcoffee.com Premier coffee training and education center offering training and certificate programs in all facets of the coffee supply chain: roasting, sensory analysis, brewing, and green coffee.
American Barista & Coffee Workshops 800.655.3955
coffeebusiness.com For more than 25 years, ABCW has set the standard for education in the specialty coffee industry.
EDUCATION & TRAINING (cont.) Fresh Cup Magazine 503.236.2587
freshcup.com Since 1992, Fresh Cup Magazine has documented the specialty coffee and tea industry. Our mission is to help café owners thrive and inform our international readership.
GREEN COFFEE (continued) Descamex
888.215.2030 descamex.com A leading company in the decaffeinated coffee industry, offering the best products (MC & Mountain Water Decaf) with great service.
Genuine Origin The Tea House Times 973.551.9161
theteahousetimes.com Bi-monthly publication, e-News, and resources at TheTeaHouseTimes.com, education at TeaCourse.com, virtual TeaTradeShow.com. Connecting Businesses and Consumers Since 2003.
646.828.8585
genuineorigin.com For roasters of every size, Genuine Origin sells green coffee online, simply and transparently—while helping to make coffee communities in 12 origins sustainable and profitable.
Organic Products Trading Company 888.881.4433
FOOD
optco.com
Gourmet Stuffed Muffins 855.524.7876
BistroGourmetBakery.com NEW! Stuffed Muffins are baked to satisfy any craving, all day long. Crafted with premium ingredients and fillings and decorated with a beautiful hand-finished flourish.
Since 1990, we have been working directly with small-scale farmers around the world to source high-quality green specialty coffee. Developers of the Café Femenino Foundation coffees.
Sustainable Harvest Coffee Importers 503.235.1119
Straw Propeller Gourmet Foods 855.507.8729
strawpropeller.com Breakfast with purpose.
GREEN COFFEE Coffee Holding Company
sustainableharvest.com Sustainable Harvest is an importer of specialty-grade green coffees that has been connecting roasters and growers through the Relationship Coffee Model since 1997.
Theta Ridge Coffee 574.233.2436
thetaridgecoffee.com We are dedicated to bringing you the finest quality green coffees from around the world!
800.458.2233
coffeeholding.com Our mission is to provide customers with the finest green coffees available across the entire spectrum of consumer tastes and preferences while adhering to our guiding principles.
Walker Coffee Trading 713.780.7050
walkercoffee.com A family company comprised of farmers, millers, importers, and exporters for over three generations, we are dedicated to providing the highest quality and best customer service.
FRESH CUP MAGAZINE [ 43
Business Directory
NON-PROFITS & NGOs Café Femenino Foundation
SelbySoft
coffeecan.org
selbysoft.com
Making a difference in the lives of women and families in the coffee-producing communities throughout the world.
SelbySoft has a long history of providing industry-specific point-of-sale software. Since 1985, we have been developing for the independent and small-to-medium store level.
360.901.8322
Coffee Kids
coffeekids.org The future of coffee begins with young farmers!
800.454.4434
ROASTERY EQUIPMENT & SUPPLIES
Grounds for Health
All-Fill Inc.
groundsforhealth.org
All-fill.com
802.876.7835
An international non-profit with ties to specialty coffee, focused on cervical cancer prevention in the developing world.
Healthy Kids Concepts 916.730.5275
healthykidsconcepts.org Healthy Kids Concepts is resolved to create a movement where healthy eating, exercise, and fun becomes the norm in the daily lives of our children.
International Women’s Coffee Alliance womenincoffee.org
Empowering women in the international coffee community to achieve meaningful and sustainable lives.
Oregon Coffee Board oregoncoffeeboard.org
The Oregon Coffee Board was founded in 2014 to represent the Oregon coffee industry and promote the quality and diversity that is found among the coffee trade.
Sustainable Growers 503-235-1119
sustainablegrowers.org Sustainable Growers (formerly RCI) is a non-profit working to transform women coffee farmers into business professionals by providing them with training and trading opportunities.
44 ] JANUARY 2019 » freshcup.com
POS & LOYALTY PROGRAMS
610.524.7350
For almost 50 years, All-Fill has been the leading manufacturer of filling, bagging, and checkweighing equipment. Our engineering and technical experience helps to optimize packaging solution for our customers.
Flair Flexible Packaging 888.202.3052
flairpackaging.com Flair provides packaging engineered to protect your blend and designed to promote your brand—technology that stands up to anything, and printing that stands out from everything.
Loring Smart Roast 707.526.7215 loring.com Our commercial roasters are recognized worldwide for their unmatched quality, unheard-of efficiency, and unparalleled control. Discover why the world’s best roastmasters choose Loring.
Sonofresco 360.757.2800
sonofresco.com Profile coffee roasters and green bean supplier.
US Roaster Corp 405.232.1223
usroastercorp.com US Roaster Corp builds and designs roasting and support equipment from sample roaster to 300 Kilo Production models. Grinders, destoners, loaders, silos, green cleaners, complete plant designs.
SYRUPS, CHOCOLATES & SWEETNERS 1883 Maison Routin
Torani
1883.com
torani.com/foodservice
For 135 years, 1883 Maison Routin has demonstrated unrivaled expertise in beverage flavoring with premium flavored syrups, sauces, and fruit purees made in the French Alps.
Since 1925, Torani has been bringing real flavor to life, delivering amazing taste and balance in your finished drinks with our syrups, sauces, and more.
800.367.1883
DaVinci Gourmet 800.640.6779
davincigourmet.com Upgrade your cold-brew coffee with a full line of DaVinci GourmetÂŽ syrups and sauces to create unique flavored coffee beverage experiences to delight guests.
800.775.1925
TEA, TISANES & CHAI Art of Tea
877.268.8327 wholesale.artoftea.com
Ghirardelli Chocolate Company
Art of Tea helps businesses build exceptional tea programs by offering handcrafted loose teas, beautiful tea bag sachets, award-winning iced teas, and intensive tea training.
ghirardelli.com/professional
The Chai Company
800.877.9338
Ghirardelli offers premium ingredients for specialty coffee: sauces, chocolate sweet ground powders, frappe mixes, and chocolate chips for amazing mochas, lattes, frappes, and hot chocolate.
Holy Kakow 503.484.8316
holykakow.com Holy Kakow handcrafts small-batch organic chocolate sauces, organic coffee syrups, and organic cacao powder in Portland, Oregon.
Monin
800.966.5225 monin.com Monin is the premium choice for coffeehouse operators, with more than 200 flavors across a variety of product lines, each made with the finest ingredients.
Phillips Syrups & Sauces 800.350.8443
888.922.2424 chaico.com
The Chai Company’s focus is to deliver the best chai latte in the most authentic yet convenient way possible.
Divinitea
518.347.0689 divinitea.com 300+ organic whole leaf teas blended by hand in small batches using premium ingredients from around the world. Call for custom blends or free samples.
Dominion Tea
540.999.TEAS (999.8327) Wholesale.dominiontea.com With an emphasis on tradition and quality, we source the best teas and blending ingredients from around the world so you can offer amazing teas! Eco-Prima Tea
phillipssyrup.com
877.ECO-TEAS (326.8327)
Phillips formulates, manufactures, and sells gourmet syrups, sauces, and toppings. With over 95 years of experience, Phillips uses only the finest ingredients and all products are made in America.
Importer and distributor of organic, conventional, and fair-trade loose leaf teas from all over the world for small and large tea companies.
ecoprimatea.com
FRESH CUP MAGAZINE [ 45
Business Directory
TEA, TISANES & CHAI
(continued)
Empire Tea Services LLC 812.375.1937
Empiretea.com We import and blend over 250 premium teas and offer bulk teas and packaged teas. We also offer pyramid tea sachets in 65 flavors and award-winning iced teas.
Hälssen & Lyon 212.480.5721
haelssen-lyon.com Your partner in tea! Tea in every conceivable form, from premium teas and specialties to herbs, fruits, and extracts, instant powder blends, RTD, and more.
Harney & Sons 888.427.6398 harney.com Harney & Sons Master Tea Blenders continues to build on their 30-year commitment to deliver their customers a superior tea drinking experience.
Maya Tea Co. 520.918.9811
mayatea.com Now offering chai concentrates, loose leaf, tea bags, and iced teas. Maya Tea is serious tea for not-so-serious people.
Oregon Chai 888.874.2424
oregonchai.com Indulgent flavor anytime, anywhere with the original, quick-to-fix Oregon Chai tea—the perfect balance of sweet and spice. America’s #1 favorite chai.
46 ] JANUARY 2019 » freshcup.com
SAKU Tea
360.820.3995 Sakutea.com SAKU creates a delicious collection of wellness latte blends featuring turmeric, beetroot, and matcha. Every ingredient has nutritional benefits: we’re bringing you health and happiness.
Sattwa Chai 952.476.0117
Sattwachai.com Sattwa Chai makes heritage chai that is fair trade, organic, family-owned, and microbrewed by real people—but most importantly, it’s really delicious.
SerendipiTea 888.832.5433
serendipitea.com SerendipiTea is committed to the finest quality tea and tisane—direct trade, certified organic, and kosher. We work closely with gardens, single estates, and specialists around the world.
TeaSource 651.788.9971
teasource.com TeaSource imports, blends, and wholesales the finest teas available. We take pride in quality and service, whether working with small, new, or established businesses.
Tipu’s Chai 406.883.4500
Tipuschai.com Tipu’s starts every recipe true to India, whether a regional specialty or straight from our founder’s family. When it comes to chai, let’s get real.
A Clean Start Barista Pro Shop baristaproshop.com 1-866-776-5288 URNEX STARTER KIT Experience Urnex’s powerful daily cleaning regimen for espresso machines and equipment with the Urnex Starter Kit. Easy and efficient, test out Cafiza, Rinza, and Grindz to eliminate residue in group heads, valves, and lines, remove milk protein build-up, and clean grinder burrs and casings. Plus, the system includes a Scoopz Brush with durable bristles and an ergonomic handle. Don’t let build-up or residual oil taint your espresso. Order a starter kit, or full-sized jars of Urnex cleaning products, to keep equipment spotless and to see how proper cleaning improves the espresso you serve.
Keeping Coffee Service Grounded Zojirushi zojirushi.com 800-264-6270 THERMAL GRAVITY POT BEVERAGE DISPENSER The new Zojirushi Thermal GRAVITY POT Beverage Dispenser (SY-BA60) is equipped with a durable stainless steel vacuum liner that provides excellent temperature retention, and a stylish plastic body that resists dents and corrosion. Its innovative design allows for the base to be detached easily, ensuring ease of use. The 17-oz. drip tray, largest in the industry, locks in to stay secure. 1.5-gallon (6 liter) capacity, NSF-certified.
Counter Intelligence Fresh businesses & products
What’s Poppin’? Barista Pro Shop baristaproshop.com 1-866-776-5288 BOBO’S TOAST’R PASTRIES Created for those that love a good homemade breakfast but don’t always have time to pull out a skillet and prepare one, Bobo’s Toast’r Pastries are sweet, chewy, and ready in a snap. Warm them in the toaster for fresh-baked softness or take them on the road straight out of the box—Bobo’s Toast’r Pastries make it possible to enjoy breakfast anytime, anywhere. These delicious gluten-free pastries are made with hearty whole grains, ripe berries, and rich nut butter, perfect for today’s health-conscious customers on the go. Find all four flavors at Barista Pro Shop. Order $75 or more of any Bobo’s products from BPS and get free delivery.
FRESH CUP MAGAZINE [ 47
Trade Show & Events Calendar JANUARY 17-19
JANUARY 24-26
FEBRUARY 7-9
FEBRUARY 7-9
CAFE MALAYSIA
SENSORY SUMMIT
THE NAFEM SHOW
Kuala Lumpur Malaysia cafe-malaysia.com
UC Davis, CA sensorysummit.org
Orlando, FL thenafemshow.org
MELBOURNE INTL. COFFEE EXPO
FEBRUARY 13-15
MARCH 1-3
MARCH 3-5
MARCH 3-5
AFRICAN FINE COFFEE CONFERENCE & EXHIBITION
AMSTERDAM COFFEE FESTIVAL
INTERNATIONAL RESTAURANT & FOODSERVICE SHOW
COFFEE FEST
Melbourne Australia internationalcoffee expo.com.au
New York, NY coffeefest.com
Kigali Rwanda afca.coffee/conference
Amsterdam Netherlands amsterdamcoffee festival.com
MARCH 7-9
MARCH 13-15
MARCH 16-17
MARCH 21-23
NCA ANNUAL CONVENTION
COFFEE & TEA RUSSIAN EXPO
Atlanta, GA ncausa.org
Moscow Russia coffeetea rusexpo.com/en
SOUTHWEST COFFEE & CHOCOLATE FESTIVAL
CAFE ASIA & ICT INDUSTRY EXPO
MARCH 28-31
New York, NY international restaurantny.com
Albuquerque, NM chocolateand coffeefest.com
Marina Bay Singapore cafeasia.com.sg
MARCH 30-31
APRIL 10-11
APRIL 11-14
LONDON COFFEE FESTIVAL
COFFEE & CHOCOLATE EXPO
SPECIALTY COFFEE EXPO
London United Kingdom londoncoffee festival.com
San Juan Puerto Rico coffeeandchocolate expo.com
RE:CO SPECIALTY COFFEE SYMPOSIUM
48 ] JANUARY 2019 » freshcup.com
Boston, MA recosymposium.org
Boston, MA coffeeexpo.org
APRIL 14-15
MAY 9-13
MAY 18-21
MAY 31-JUNE 2
NW FOOD SHOW
CHINA XIAMEN INTL. TEA FAIR
NRA SHOW
COFFEE FEST
Portland, OR nwfoodshow.com
Xiamen China teafair.com.cn/en
Chicago, IL show.restaurant.org
Indianapolis, IN coffeefest.com
JUNE 6-8
JUNE 11-13
AUGUST 25-27
AUGUST 25-27
WORLD OF COFFEE
WORLD TEA EXPO
COFFEE FEST
Berlin Germany worldofcoffee.org
Las Vegas, NV worldteaexpo.com
Los Angeles, CA coffeefest.com
WESTERN FOODSERVICE & HOSPITALITY EXPO
AUGUST 29-31
SEPTEMBER 4-6
SEPTEMBER 15-16
SEPTEMBER 22-23
EXPO CAFE MEXICO
CAFE SHOW CHINA
Mexico City Mexico tradex.mx/expocafe
Beijing China cafeshow.cn/ huagang/hgcoffceen/ index.htm
FLORIDA RESTAURANT & LODGING SHOW
CANADIAN COFFEE & TEA SHOW
SEPTEMBER 23-25
NOVEMBER 27-28
OCTOBER 7-10
OCTOBER 18-22
TEA & COFFEE WORLD CONFERENCE
COTECA ASIA
PIR EXPO
HOST MILANO
Bangkok Thailand coteca-asia.com
Moscow Russia pirexpo.com/en
Milan Italy host.fieramilano.it
Hong Kong China tcworldcup.com
Orlando, FL flrestaurantand lodgingshow.com
Los Angeles, CA westernfoodexpo.com
Toronto Canada coffeeteashow.ca
FRESH CUP MAGAZINE [ 49
Advertiser Index
To view our advertiser list and visit the websites listed below, go to freshcup.com/resources/fresh-cupadvertisers
ADVERTISER
CONTACT ONLINE
Abbotsford Road Coffee Specialists
646.983.0448
abbotsfordroad.com
27
Barista Pro Shop
866.776.5288
baristaproshop.com/ad/fresh
31
Brewista
888.538.8683 mybrewista.com
Café Femenino Foundation
360.901.8322
coffeecan.org
Caffe D’arte
800.999.5334
caffedarte.com
35
The Canadian Coffee & Tea Show
877.687.7321
coffeeteashow.ca
25
Coffee Fest
425.295.3300
coffeefest.com
7
Ditting
810.367.7125
ditting.com
7
Divinitea
518.347.0689 divinitea.com
39
Eastsign
sales@eastsign.com eastsign.com
33
Fresh Cup Magazine
503.236.2587
freshcup.com
Gosh That’s Good! Brand
888.848.GOSH (4674)
goshthatsgood.com
52
Grounds For Health
802.876.7835
groundsforhealth.org
33
Healthy Kids Concepts
916.730.5275
healthykidsconcepts.org
35
Java Jacket
800.208.4128
javajacket.com
Malabar Gold Espresso
650.366.5453
malabargoldespresso.com
23
Modern Oats
888.662.2334
modernoats.com
11
Monin Gourmet Flavorings
855.FLAVOR1 (352.8671)
monin.com
Northwest Food Show
253.756.2121
nwfoodshow.com
22
Omaroo Coffee
info@omaroocoffee.com
omaroocoffee.com
19
Pacific Foods
503.692.9666
pacificfoods.com/foodservice
Peerless Coffee & Tea
510.763.1763
peerlesscoffee.com
SelbySoft
800.454.4434 selbysoft.com
17
Tea Trade Show
973.551.9161
teatradeshow.com
39
TeaSource
855.320.4832
teasource.com
Toddy
970.493.0788
toddycafe.com/business
17
Zojirushi America
800.264.6270
zojirushi.com
19
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