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Agtron - In Focus CoffeeTalk visits with Carl and Kim Staub of Agtron
Features Towards a segmented quality coffee market – page 8George Howell engages the debate on “fair pricing” and turns the mirror right back on us. So what are we going to do about it?
The Barista Guild- 2007 – page 10- Ellie Matuszak, Chair- The Barista Guild of America reports on the BGA events for the conference and beyond
The Roasters Guild Live… – page 18– Joel Starr of The Roasters Guild Communications Committee tells us what’s news
ECO-Q™ – page 22– Elan Organics Coffee introduces the ECO-Q™ Certification program
TOC Calendar
4
The View
6
The Brewer Refined by David Haddock
12
Brewer Source Directory
14
Coffee Review- by Kenneth Davids
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Meg’s Column
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Café Review by Joan Nielsen
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NCA President’s Column – Robert Nelson
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Guest writer Tom Palm – Your dream café, don’t let it become a nightmare
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SCAA Show Listings
28
Roaster Directory
34
Improving Coffee and Changing Lives The Role of Coffee Corps in Strengthening the Supply Chain - by Tracy Ging
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Vendor Solutions by Peter Guyer
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Guest writer Ian Knapp- Water, its all about money
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Smart Marketing by Lisa Olson
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Passion, with attitude – by Jimmy Sneed
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Calendar Jan.16-Jul. 7 What’s Cooking in New Orleans? The Historic New Orleans Collection, 504-523-4662, www.hnoc.org, marym@hnoc.org Apr. 01-02 Northwest Foodservice Show, Oregon Convention Center, Portland, OR, http://www.nwfoodserviceshow.com/2007, 800-645-7350 Apr. 01-03 2007 New England Foodservice & Lodging Expo, Boston, MA, www.nefs-expo.com, 207-443-3083 or bschultz@divcom.com Apr. 13-15 2007 Tennessee Grocers & Convenience Store Association Convention & Expo, Nashville, TN, www.tngrocer.org/convention, 800-238-8742, crandle@tngrocer.org Apr. 15-17 ACF 2007 Western Regional Conference, Coeur d’Alene, ID, http://www.acfchefs.org, 800-624-9458, acf@acfchefs.net Apr. 17-18 Oklahoma Restaurant Convention & Expo, Oklahoma City, OK, www.okrestaurants.com, loric@okrestaurants.com Apr. 23-24 Ecpo Comida Latina-Tx, Houston, TX, www.expo-comida-latina.com, 207-842-5500, info@expo-comida-latina.com Apr. 29-May 01 ACF 2007 Southeastern Regional Conference, Sheraton Music City Hotel Nashville, TN, www.acfchefs.org, www.nashvillechefs.org, 800-624-9458 May 3-4 Specialty Tea Institute Tea Program @ SCAA Conference & Expo Long Beach, California, Renaissance Hotel (2 days prior to SCAA) Tel: (212) 986-0250, Email: komer@teausa.org, http://www.teausa.org May 4-7 Specialty Coffee Association of America Conference & Exhibition, Long Beach Convention Center, Long Beach, California, 949-497-3673 x100, ccohn@jbsassociates.ws, www.scaashow.org May 06-08 The FMI Show 2007, McCormick Place, Chicago, IL, www.fmi.org, 202.452.8444, fmi@fmi.org May 06-09 Organic Expo, McCormick Place, Chicago, Illinois.www.organicexpo.com/07 May 12-14 Coffee Festival China 2007, Tel: 86-20-87746095, 87639852, www.faircanton.com, interfair@faircanton.com May 16-18 Commercial Food Equipment Service Association Spring Conference, Hotel InterContinental Chicago, IL, www.cfesa.com, 336.346.4700 May 19-22 NRA, Restaurant, Hotel-Motel show, McCormick Place, Chicago, IL, www.restaurant.org, (312) 853-2525 Jun. 01-03 Coffee Fest – Atlanta, Cobb Galleria, Atlanta, GA. 800.232.0083, www.coffeefest.com, kathrynh@coffeefest.com Jun. 03-05 2007 International Dairy-Deli-Bake, Anaheim, CA, www.iddba.org, 608.310.5000 , iddba@iddba.org Jun 06-09 31st Annual Monterey Wine Festival, MontereyCoference Center, Marriott Hotel and the MontereyBay Aquarium Monterey, CA, 888-814-9463, montereywine@sbcglobal.net Jun. 09-11 World Tea Expo, Georgia World Congress Center, Atlanta, GA www.worldteaexpo.com, 702-253-1893, info@worldteaexpo.com Jun. 11-15 FITHEP Mercosur 2007, International Exhibition of Technology for Ice Cream, Confection, Chocolate, Bakery, Pasta, Pizza, and Convenience Products, Costa Salguero Center - Buenos Aires, Argentina, (54 11) 4903 9600, crisgalibert@xs4all.nl Jun. 12-13 Specialty Tea Institute Tea Certification Program @ World Tea Expo Professional Series – Level Three: Black Teas of China, India, Sri Lanka & the World, Atlanta, Georgia, Georgia World Congress Center (2 days post the WTE), Tel: (212) 986-0250, komer@teausa.org, http://www.teausa.org Jun 12-14 MAFSI Annual Marketing Conference & Sales Management Forum 2007, The Boston Park Plaza Hotel & Towers, Boston, MA, www.mafsi.org, 770-433-9844, info@mafsi.org Jun. 19-20 COFFEE ASSOCIATION OF CANADA’s Annual Conference & Trade Display, The Granite Club, Toronto, Ontario, 416-510-8032, info@coffeeassoc.com Jul. 07-10 Specialty Tea Institute Tea Certification Program: New York, New York City Location: TBA, Tel: (212) 986-0250 Email: komer@teausa.org, Website: www.teausa.org Jul. 21-23 PMA Foodservice Conference, Tours & Expo, Portola Plaza Hotel at Monterey Bay, CA, http://www.pma.com/foodservice/, 302.738.7100 Jul. 14-16 Coffee Fest-Feijing, China, China International Coffee Industry Exhibition 2007 (CICIE), 425-283-5058, www.coffeefest.com, kathrynh@coffeefest.com Jul. 20-23 ACF 2007 National Convention, Orlando World Center Marriott, Orlando, FL, www.acfchefs.org, 800-624-9458, events@acfchefs.net Jul. 31-Aug.02 Coffee Fest Japan, Tokyo, Japan, 800.232.0083 www.coffeefest.com, kathrynh@coffeefest.com Nov. 09-11 Coffee Fest-Seattle, Washington State Convention & Trade center, Seattle, WA, 800.232.0083, kathrynh@coffeefest.com, www.coffeefest.com
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The View
Mary Petitt and her Board face a monumental task; a task much larger than the past financial issues. They must unify and excite a dispirited national association to move beyond its sometimes narcissistic past into a future focused on growth and partnership. It’s time the leaders of this industry set aside personal preference and gain to focus on the betterment of the association. The SCAA is at a pivotal place to shape our industry’s future. It is time for the courageous and determined amongst us to rise up and help
The IWCA Breakfast and Scavenger Hunt
Dawn Jantsch and Mary Petitt save our association, now!
We would like to thank all of the generous sponsors and founding partners who have once again made the International Women’s Coffee Alliance Breakfast, as well
Best
as the Scavenger Hunt such a huge success. Part of the Breakfast sponsorships
Innovative Awards
provide scholarships to women from origin who would not otherwise be able to
CoffeeTalk Magazine has initiated our
attend. If you haven’t yet registered for the breakfast, it is not too late! All breakfast
awards program for the major US
tickets are sold though the SCAA registration process. If you haven’t yet registered
coffee tradeshows. This year we will be
for your badge be sure to include the Sunday Breakfast on your registration. If you
giving out two awards - one for best of
have already registered and want to add a breakfast ticket, simply visit https://www.
show and one for most innovative at
smart-reg.com/web-reg/SCAA07/Update/index.cfm to add your breakfast ticket.
the SCAA Conference in Long Beach and the three Coffee Fest shows.
of
Show
and
Most
Your generous donations help further the mission of the IWCA to provide
If you would like to have one of these beauties on your desk, please visit www.
connection between women in consuming countries and women in producing
fgcoffeetalk and full out our Show Award Submission form. The deadline for the
countries, strengthening the bonds of shared experience, education, professional
Long Beach SCAA show is April 27th. Judging will be by independent panel prior
skills, and opportunity.
to and during the show and the awards will be presented on Sunday, May 7th.
Because of the coffee crisis, violent conflict, economic hardship, and other difficulties much of the coffee production is now owned by single women with
Winners will be featured in the June CoffeeTalk Magazine. This is some serious tradeshow bling.
children. The IWCA clasps hands with women around the world. Sharing mutual strengths and possibilities, the IWCA works toward empowering women in all coffee
Cheers!
lands to strive for business and personal success.
Kerri & Miles The 25th anniversary of the founding of the SCAA On May 5th, we gather in Long Beach California Mail:
for the Annual Specialty Coffee Association of
Phone:
America Conference and Exhibition. This year
HNCT, LLC, 23712 49th Ave SW Vashon, WA 98070 206.686.7378 Fax: 206.463.0090 www.fgcoffeetalk.com
we will see the emergence of Dawn Jantsch, the Since 1988 newly appointed Executive Director of the SCAA. We are excied that Dawn has the
Publisher/CEO
Kerri Goodman-Small, ext 2
Kerri@fgcoffeetalk.com
Editorial Editor-in-Chief
Miles Small, ext 7
Miles@fgcoffeetalk.com
Advertising Marketing Partner Marketing Partner Marketing Partner
Linda Sanders, ext 41 Darcie Guyer, ext 42 Libby Smith, ext 51
LindaS@fgcoffeetalk.com Darcie@fgcoffeetalk.com LibbyS@fgcoffeetalk.com
Production Production Mgr., Hospitality News Production Mgr., CoffeeTalk
Marcus Fellbaum, ext 61 Rene Eggert, ext 62
MarcusF@fgcoffeetalk.com ReneE@fgcoffeetalk.com
work toward collaboration and consensus; not seek advantage for personal career
Administrative Executive Assistant
Libby Smith, ext 51
LibbyS@fgcoffeetalk.com
enhancement. One would think.
Founder Founder/CEO (Emeritus)
Ed Sanders, ext 3
EdS@fgcoffeetalk.com
integrity and experience to lead the SCAA into the future with strength, allegiance to its members and focus on collaboration. It will not be an easy road. The question is…are we as members grown up enough to allow her to get the work done? One might think that after 25 years, we would be mature enough to behave in the best interests of the membership;
It has been said that difficult challenges produce strong leaders. Dawn Jantsch certainly has the brains, the ‘smarts’, and the strength to make this association work if the shortsighted self-promoters can get out of her way. Dawn, as well as
Hospitality News does not assume the responsibility for validity of claims made for advertised products and services. We reserve the right to reject any advertising. Although we support copyrights and trademarks, we generally do not include copyright and trademark symbols in our news stories and columns. Circulation: Hospitality News (ISSN 1084-2551) is mailed monthly (10 times per year) with combined June/July and November/December issues, also bonus mailing/ distribution for Education Guides and foodservice/hospitality and coffee conventions/shows throughout the year. Postmaster: Send address changes to HNCT, LLC, 23712 49th Ave SW, Vashon, WA 98070 Subscription: The cost of a subscription in the U.S. is $47.50 per year; in Canada, the cost is $72.00. Free to qualified industry professionals. Non-qualified requests may be rejected. Publisher reserves the right to limit the number of free subscriptions. For subscription inquiries, please call 206.686.7378 x51 or subscribe online at www.HospNews.com. Copyright © 2006, Hospitality News, All Rights Reserved.
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Towards a segmented quality coffee market
Origins
By George Howell, President – Terrior Coffee
Coffee farmers across the world have faced crisis ever since the Berlin Wall came down
What, after all, are we talking about? A twelve-ounce serving at home of a $10 dollar
in 1989. Just after, the US walked away from the ICO quota agreement established
a pound coffee costs less than a can of 12 oz Coke, THE commodity beverage. In fact, for
during John F. Kennedy’s presidency to help keep Latin America socially and politically
a pound of coffee to equal a 10 dollar “inexpensive” bottle of wine, ounce for ounce, a
stable. Prices collapsed and the market has never recuperated stability since. Today, a
coffee consumer would have to pay $100 per pound of coffee! Yet we hear some people
large part of the illegal immigration into the US has consisted of coffee farmers and their
in the gourmet coffee business, who should know better, grumble when, each year, a
workers from Mexico and beyond. Throughout Latin America one can see depopulated
handful of tiny exemplary prize-winning micro lots are rewarded with a quarter of such
valleys and abandoned farms. These losses have affected employment throughout
prices. How many consumers have any idea that fine coffee is as difficult and costly
their economies.
Even though prices have risen in the past two years to somewhat
to produce as fine wines? The SCAA should be using its powerful annual conventions
more tenable levels, many farmers cannot find sufficient pickers to harvest their crop.
to wow the media and teach these realities to a thirsty public, gratis. It is in all our
Many of them remain in high debt: costly organic certification programs are a pipe
interests! We need to extrovert our annual celebration of quality coffee. It cannot be
dream. About three out of every five years since the elimination of the quota system
repeated enough: fine coffee at today’s prices, brewed at home, is a bargain-basement
have been years where the cost of production in Central America and other producing
beverage. For farmers to benefit from the so-called specialty revolution, which most
areas has been at or greater than the market price.
have yet to feel, we need to build above the basement!
In addition, there is a growing economic chasm between coffee growing areas
The current trapezoid quality-price model needs to be replaced with a fully
suited to relatively inexpensive high volume mass production technology – or extreme
developed pyramidal structure, with the top qualities commanding world-class
low-cost labor, as in Vietnam - and areas permanently requiring large pools of human
prices for farmer and roaster alike. This does not happen overnight. A culture that
labor in challenging topographies that urgently needs addressing. As technology
celebrates exploring exemplary coffee expressions must be created in both consuming
improves, mass-produced fair-average-quality will improve. Mechanical harvesters are
and growing countries. Indeed, coffee is a very youthful beverage when compared
getting faster and more precise; they are able to pass more than once over coffee trees
to wine and tea, both of which have ancient cultures that developed and sustained
and be more selective in picking. We have already seen a huge drop in production of
these products over millennia. Not so with coffee, a newcomer to the world of grand
lower grown prime arabicas in Guatemala and elsewhere. Even higher altitude coffee
beverages. The technology to process and brew exemplary quality coffee is a product
regions will go the same way, something no quality roaster wishes to contemplate,
of the twentieth and twenty-first centuries. Espresso and drip coffeemakers are still
unless this gap is addressed.
undergoing improvements that directly enhance the appreciation of fine coffee. It is in
The argument is often brought up that green coffees purchased in the range of Fair Trade prices are unfairly resold roasted, at many multiples higher by roasters in
our hands to create a coffee culture as the Chinese and Japanese did with tea and as the Middle East and Europe did with wine.
developed countries and that producers should get a larger cut. First-time visiting
There is a long way to go. The vast majority of coffee farmers with quality potential
growers are understandably shocked. Why does it seem no one is around to explain the
are still anonymous to the consumer, their coffees buried in blends which only put the
basic economics of developed countries? Western labor, real estate and others costs,
roaster in the spotlight, or are lost in mere regional designations. Without real incentives
which also go for multiples higher than producer costs, make it impossible not to add a
to develop higher levels of quality, they aim for what is acceptable and this in turn fuels
minimum dollar value on top of what is paid for the raw coffee. However, as the price of
more mediocrity. Quality seekers then expend great energy trying to find needles in
retail coffee rises over approximately $10 per pound, an ever greater portion should be
a haystack. From the farmer perspective the quality buying market is equally meager
going to the producer. This is the case with wine. The better values for consumers are
and tentative. Competition-auctions like Cup of Excellence and the Best of Panama
to be found in the more expensive bottles, where a greater percentage of the total price
are powerful search engines that put both groups in touch with each other and give
goes back to the producer. Consumers are buying what fine coffees there are at bargain
unadulterated collective praise in scores, where merited, and later in price within an
basement prices and don’t even know it. This is a failure to communicate on our part.
otherwise remorselessly grey commodity-dominated world where even rewards for
It should be noted that while wine and tea cover a breathtaking range of qualities
miracles , producers are often told, must be “reasonable.” Competition-auctions are
and prices, from a few dollars to hundreds per unit, forming a real pyramidal quality-
meant to be the tip of a specialty coffee arrow aimed at encouraging the development
price structure, specialty coffee is better represented by a very squat trapezoid. The
of both fragile sides of the quality producer-roaster equation. Both, frankly, are still rare
star-performing exceptions, dollar-wise, might be called insular coffees:
– but growing – perhaps in an accelerating manner. They are certainly inspired.
they are
protected from typical market pressures by being very rare (mostly from small islands,
Visionary roasters, importers and a handful, so far, of exporters, who have
in fact) and having vintage histories: Napoleon’s St Helena, Jamaica, and Hawaii, in
participated in and understood the message of Cup of Excellence and Best of Panama
descending order of price. No aspersions are meant to be cast on their quality here;
have connected with winning farms and coops and are now working with them and
but the higher prices which they fetch have nothing to do with qualitative superiority
others to create tiered qualities. This is the next step. Producers who successfully
over fine continental origins. Then there is the ultimate insular coffee, Kopi Luac. How
strive to create the highest possible quality naturally beget multi-tiered qualities in the
ironically reflective of our coffee-romance-culture-trumps-quality is the fact that the one
process, each having its own market and commanding a different price. The pyramid
coffee that does go for over $100 a pound comes from the back end of a civet. Perhaps
begins.
CT
what comes with the beans could be served chilled as “specialty” gelato? www.fgcoffeetalk.com
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Barista
The Barista Guild- 2007
By Ellie Matuszak, Chair- The Barista Guild of America
Adapted from an originally published article in the SCAA Specialty Coffee Chronicle, October 2006, by Ellie Matuszak in March 2007
United States Barista Championship Many BGA members also participate in the United States Barista Championship (USBC), and on Sunday at the conference, this year’s BGA Booth will feature some of the 2007 as well as pastUSBC participants creating their signature drinks and leading instructional demonstrations, sponsored by many quality-focused and barista-oriented companies. All show attendees are invited to visit and sample again and again during the exhibition hours on Sunday. BGA Party The BGA is thrilled to announce it will also host its annual “Barista Guild of America Party” on Sunday, May 6, at Cohiba Lounge on Broadway and Pine in downtown Long Beach, sponsored by Torani. This party is traditionally a time to celebrate the craft of the barista with the six USBC finalists who will have been announced earlier on Sunday. The BGA wishes the best of luck to all BGA members participating in the USBC. New Newsletter In mid-October, the first BGA Monthly Newsletter was released to all members Each newsletter is created by a rotating team of two from the BGA Executive Council and Chapter Representatives and features educational content as well as membership news and any industry buzz that is relevant to the barista community. As membership approaches 500, it is critical that BGA members can continue to be aware of and support one another’s achievements and learn about the specialty coffee industry’s opportunities for education and development for baristas. Notably, the BGA is thrilled to congratulate 2006-07 Regional Champions Nicholas Cho, Billy Wilson, Robin Seitz, Matt Riddle, and Heather Perry- all BGA members. Any BGA member is welcome to contribute, and anyone is welcome to submit an event for inclusion to the next and future newsletters. Please email all submissions, events, questions, or comments to [ematuszak@intelligentsiacoffee.com]Ellie Matuszak. Strong Presence As the SCAA focuses on increasing its presence and availability through regional programming, the grassroots nature of the BGA will allow for continued emphasis on quality barista events throughout the USA. In 2006-07 the BGA, along with host companies PT’s Coffee Company and Cosmic Cup, presented educational events called “BGA Jams” in Kansas City and Eastern Pennsylvania, respectively. At a Barista Jam, baristas, retailers and other industry professionals of all skill levels are brought together to share experience and expertise, learning about a variety of topics in specialty coffee. The purpose of any barista jam is to promote a high level of professional development for the quality-driven working baristas and retailers in a local area.
In past years, the BGA also presented BGA jams in northern California, and Chicago, Illinois. The BGA is continuously searching for hosts to present BGA jams in other areas of the country.
Guild 2007
The Specialty Coffee Association of America’s (SCAA) Conference and Exhibition in April 2006 in Charlotte, North Carolina, was an unforgettable experience for many attendees, and particularly special for the Barista Guild of America (BGA) as it celebrated its first full year as an official SCAA trade guild. The 2007 SCAA Conference in Long Beach, California, promises to be equally historic. For the first time at the annual conference, the BGA will be presenting a Friday intensive barista training session. The hands-on lab course is titled “Professional Development for the Working Barista.” This brand-new training class is geared toward working baristas and existing retailers, and will include latte art training and palate development through cupping and espresso preparation in tandem with roasters. Cupping is an important skill in specialty coffee, and many baristas may not have the opportunity to visit the cupping table regularly, much less compare and contrast traditional cupping with espresso preparation. The “Professional Development for the Working Barista” course will feature two coffees each (blends or single origins) from three different roasters who will be on hand to discuss and provide insight into the coffees for the baristas. “The Professional Development for the Working Barista” course will be held at the SCAA headquarters twice on Friday, May 4, 2007. Space is limited and all BGA members receive a registration discount (individuals who concurrently register for the course and sign up for the BGA are eligible for the discount). In addition to this new Friday Intensive session, the BGA will, for the first time, also present mini-trainings at the BGA Booth on the show floor during the Saturday exhibition hours of the Conference. BGA members will be discussing and demonstrating espresso preparation, latte art, and the science of preparing the traditional cappuccino. All show attendees are invited to stop by and see the BGA members in action with their craft. More information and registration instructions are available at http://www.scaa. org/conference/sessions_list.asp?track=26&top=that&img10=_o#ID1.
Elections In January 2007, the annual BGA election took place, seeking 4 Directors of the BGA Executive Council and 10 Regional Chapter Representatives, all volunteer positions. The slates of nominees included a vast selection of qualified, dedicated, and passionate individuals from all over the United States. After the ballots were counted, the following individuals were elected to these leadership postitions: Nicholas Cho, Executive Council Director (2nd Term) Chris Davidson, Executive Council Director Andy Newbom, Executive Council Director (2nd Term) Jeff Taylor, Executive Council Director
Chris Deferio, North East Chapter Representative (2nd Term) (1-year Term) Aaron Ultimo, Mid-Atlantic Chapter Representative (2nd Term) (1-year Term) Thom Swain, South East Chapter Representative (2nd Term) (1-year Term) Sarah Kluth, Great Lakes Chapter Representative (2-year Term) Ryan Dennhardt, Midwest Chapter Representative (2-year Term) Mike McKim, South Central Chapter Representative (2nd Term) (1-year Term) Bill McCauley, South West Chapter Representative (2-year Term) Sean Kohmescher, Western Chapter Representative (2-year Term) Phoung Tran, North West Chapter Representative (2-year Term) Susan Price, Mountain Chapter Representative (2nd Term) (1-year Term)
Furthermore, the BGA is excited to announce three BGA members have recently been elected to the SCAA Board of Directors. Nicholas Cho (BGA Executive Council Member 2005-07), Jeff Taylor (BGA Member and BGA Jam Host), and Ellie Matuszak (outgoing BGA Executive Council Chair) have all been elected to two-year terms of service, beginning May 8, 2007. Congratulations! Thank you to supporters The BGA has grown each month and is quickly becoming a driving force in the Specialty Coffee Industry for quality-focused Baristas and Coffee Professionals, and is grateful to our many sponsor companies and supporters who have made educational and networking events possible for this continued development. The current executive council of the BGA includes: Ellie Matuszak, Chair Intelligentsia Coffee Los Angeles, Calif. Sandy Hon, Vice Chair Java Jazz: Johnson County Community College Overland Park, Kan. Bronwen Serna, Vice Chair-elect (2007-08) Hines Public Market Coffee Seattle, Wash. Heather Perry Coffee Klatch San Dimas, Calif.
Jay Caragay Jay’s Shave Ice Timonium, Md.
Nicholas Cho murky coffee Washington, D.C.
Andy Newbom Barefoot Coffee Roasters Santa Clara, Calif.
Contact Details To become a BGA member, go to http://www.baristaguildofamerica.org and download the application. If your company is interested in sponsorship opportunities for the BGA 2007 SCAA conference programming, please e-mail Heather Perry at heather@ klatchroasting.com or Wendy Jensen of the SCAA at wjensen@scaa.org. If your company is interested in hosting a BGA Jam or providing a partner benefit to BGA members, please e-mail Sandy Hon at shon@jccc.edu or Michelle Campbell of the SCAA at mcampbell@scaa.org. CT Ellie Matuszak is the chair of the Barista Guild of America. She can be reached at ematuszak@intelligentsiacoffee.com.
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drinks e e f f o c en n and froz s e i h t o crowd o o e m g s r a l e h e t t th It’s abou ’s about t I . s r e d from our ur blen s o s i l h t b i n w e made rved froz e s g n i e sauces b t d h n g a i n s p y u Saturda erfect so p e h t t u . It’s abo . blenders blenders r u o n i ated menu e r w c e g n n r i u e o b about y ’s t I . s s e n about r busi u ’s t o I y . r t e u d o It’s ab our blen h t i w y l n ible o e frozen s h s t o y p b e d d e ma ts inspir h g i n profits r e u m o e y h t t u o your new er. It’s ab d n e l b r u s ade in o ect drink f m r e s p k n g i r n i d v ly by ser t n a t s n o c going up . blenders Ž r u o h t i made w Mix . a t i V : e g d Advanta ufacture n a m d n a designed s y a w l a lenders e B v . a t h n e e m W p ing equi d n e l b g n handle i d o t n a h t g s t u o ou r those t o f h g u o dle the n n e a l h u f o r t e h g pow tile enou a s r e v t achine. e y m s t e n m e i a s d e e ingr pes in th i c e r f o sitive most sen anged. h c ’t n s a h to That still an ever h t w o n d ommitte c e ent in r o m p m i u e r q a e We ing st blend e t a e r g the cently, e r n e e s building e s we hav a , d n A . d atch up. c o t the worl G N I on is TRY i t i t e p m he best our co t e k a m we ter test, f a s, t s e t In n coffee e z o r f , s e es, shak ore for m smoothi d n a s e ats, sauc e r t m a e ice cr line: m o t t o B . tomers your cus ix.
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Brewers
The Brewer Refined
Time was, if you were sitting in a restaurant, coffee shop or diner and ordered a standard cup of coffee it was drawn, not unlike grog from a keg, from an antiquated multiple gallon urn-style coffee brewer. Or worse, from a glass or acrylic pot which was sequestered like a kettle on a hot plate torturing what little flavor was left out of what was going to be served to you. This era, whose remnants still exist today in the uninformed or stubborn segments of the coffee industry, was ripe with horrible coffee; coffee served because it was a hot, brown liquid.
History Better brewing was not unknown back then; Dr. Lockhart’s work had been undertaken, surveyed, proven and implemented in the first life of the Golden Cup award. Perfect or near perfect coffee brewing was not enforced or supported by the consumers, who didn’t know any better, the roasters who didn’t know any better and the manufacturers of the machines, who didn’t have to know any better. With the dawning of the new era of awareness of how good coffee could be when properly prepared, the errant enforcers have found their way. Consumers, who finally got a good cup, started demanding better coffee. Roasters began sourcing better and better coffees, deepening their knowledge base and requiring better and more reliable machinery to handle their product at the retailer level. Manufacturers slowly began responding to the ever-growing specialty market by learning about the work Dr. Lockhart accomplished and even taking the same courses offered at the SCAA Conference and studying the works of icons like Ted Lingle, Don Holly, Carl Staub and so on. These efforts led to dynamic changes in the machinery side of the industry. With roasters and the larger specialty coffee industry demanding machines that could adhere to the Golden Cup standard and with applied technology advancing faster and faster, manufacturers entered their renaissance. This period saw the arrival of thermal dispensers larger than an air pot, brew baskets roomy enough to handle the higher weights required for the Golden Cup standard, Pulse Brewing, Pre-infusion and great big spray heads. Today, progress continues with even better technologies.
The Brewers
Fetco Corporation introduced the first reliably stable thermal dispenser in a large capacity. Coffee could be held with minimal degradation in amounts from 1.5 to 24 gallons. Following that, Fetco introduced the first removable hopper portion control coffee grinder, programmable pulse brewing and first true shower spray head for smaller coffee brewers. The Extractor series, pictured, is one of the most popular brewers in specialty coffee today. The older style TPD thermal dispensers are still in service and fit under the newer systems. Bunn is probably the most recognizable name in coffee brewer history. My first experiences in brewing specialty coffee and learning brew theory were on the ubiquitous CWT-3. Needless to say, the engineers at Bunn have not been resting on their laurels since then. Their Dual Thermo Fresh brewer with Brew-Wise technology is the industry’s first inter-connected coffee brewer and grinder systems. The genius behind this system rests in the Smart Chip imbedded both in the handles of the brew funnels and the chassis of the machines. After being programmed, the funnel becomes the link between the brewer and the grinder by selecting the coffee to be ground, the programmed amount and upon its return to the brewer, activating the programmed brew profile. Operators can have multiple varietals programmed in with their accompanying profiles.
The Standard Before we get to the new stuff, let’s review the Golden Cup standard of brewing coffee. 1. Clean Coffee Brewing and Handling Equipment This includes coffee grinders, brew baskets, spray heads, seat cups in faucets and of course, containers and dispensers. Coffee oils form a residue over time on the surfaces of these components that will influence each and every batch of coffee it comes into contact with.
The Wilbur Curtis Company has been making coffee brewing systems for over 66 years and is another mainstay in the coffee industry. The Gemini system is probably their best known piece of equipment as well as the Alpha, Curtis’s small bottle brewer. Curtis has been adapting to the needs of the market as much as any manufacturer and this year the exciting new Milano is on the scene. This brewer takes into account the lessons learned from feedback from the industry including an angled LCD display for easier viewing, ergonomic handholds for their redesigned thermal servers and G3 technology for better brew profile control.
2. Proper Grind Grind particle size is one of the determining factors of extraction. The roaster or coffee provider should be able to discern which grind is correct. 3. Correct Water Temperature Brew water temperature should be within 195°-205°F. No exceptions. 4. Good Water Quality Basically, if it tastes good and doesn’t form calcium deposits it’s good to go. Water analysis by a reputable filtration company is strongly recommended. Reverse Osmosis (unless it’s re-mineralized) and distilled water are unacceptable. 5. Contact Time The amount of time water is in contact with the coffee varies with the type of brewer. Newer and more efficient brewing technologies are pushing the envelope but around five minutes of contact time is the norm. 6. Coffee to Water Ratio 3.25 – 4.25 oz. by weight to make 64 fluid oz. of coffee The reason there is a range is that different coffees extract differently. The coffee will taste wonderful somewhere in this range of 3.25-4.25 oz. Logically, the amounts of coffee to use increases as the batch size or amount of water increases. Again, the range of coffee comes into play according to taste.
By David Haddock
Enter the Clover. The next step in the ‘best brewed coffee ever’ is represented in a machine that has no brew-in containers, spray heads nor does it even look like the traditional coffee brewer. This is a true bythe-cup brewer that is designed to give the operator ultimate control over the critical factors of the brew. Time, temperature, amount and extraction time are all controllable with this compact, unique machine. It also ushers in a more focused requirement for the operator to pay attention to the coffee during grinding, brewing and presentation, much like a skilled barista would. As the industry continues to evolve, we will doubtless be witness to some astounding advancements as it pertains to technology and convenience for the in-store operator and the consumer. As we progress, we must always remember that the renaissance of coffee brewing came about because proper standards were applied and consumers demanded a better cup. As long as we strive for the best quality, innovation and progress will continue to be made. CT
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CoffeeTalk’s New Searchable Database
Brewer Directory Aerobie, Inc.
Hamilton Beach Commercial
650.493.3050 http://www.aerobie.com Palo Alto, CA
800.572.3331 http://www.hamiltonbeach.com Glen Allen, VA
AquaBrew, Inc.
HGZ AG
714.432.8800 http://www.aquabrew.com Santa Ana, CA The easy to use Caféjo pod brewing system features a patented pod auto-eject system along with a selection of 13 gourmet coffee pods.
41 44 487 57 57 http://www.hgz.ch Dallikon/Zurich
AZKOYEN 887.431.JAVA +34948709709 http://www.azkoyen.com Peralta-Navarra
Bloomfield Industries 800.777.0450 http://www.wellsbloomfield.com Verdi, NV Bloomfield Simply Better.
Keurig, Inc. 888.287.2739 http://www.keurig.com Wakefield, MA
KMJ International, Inc. 562.597.5973 http://www.onefreshcup.com Long Beach, CA
Lance Larkin/Brew Express
Bravilor Bonamat
866.268.5953 http://www.brewexpress.com Portland, OR
+31.0.72.57.751 http://www.bravilor.com
Leodoro Coffee Systems
Brewmatic 800.421.6860 http://www.brewmatic.com Torrance, CA
Bunn-O-Matic Corporation 217.529.6601 http://www.bunn.com Springfield, IL Since the company‚s founding in 1957, BUNN has become synonymous with exceptional quality in beverage equipment worldwide. The BunnO-Matic Corporation‚s quality beverage equipment includes coffee brewers and grinders; liquid coffee dispensers, iced tea brewers; cappuccino, granita, and juice machines; superautomatic espresso systems; hot water systems; water filters, and paper filters.
Cecilware Corp. 718.932.1414 http://www.cecilware.com Long Island City, NY Cecilware Corporation, a pioneer in engineering high quality hot and cold beverage dispensing equipment, manufactures a host coffee brewers, cappuccino, granita, and cold beverage dispensers.
Coffeecol Inc. 305.665.5174 http://www.coffeecol-usa.com Coconut Grove, FL
Comobar 2000 Espresso Italia 305.438.1254 http://www.comobar2000.com Miami, FL
Fantastic Cappuccino - Espresso Bar Service 310.753.2364 Redondo Beach, CA
Fetco 800.338.2699 http://www.fetco.com Lake Zurich, IL The science of extraction meets the art of taste in the Coffee Brewing Systems from FETCO®.
888.442.6333 http://www.leodoro.com Jersey City, NJ Leodoro Coffee Systems offers the finest commercial Super Automatic and Traditional espresso solutions from JURA, EGRO and LA SAN MARCO, to fit any budget or operational need. Professional service and support throughout North America.
Nespresso 800.566.0571 http://www.nespresso.com New York, NY
Newco Enterprises, Inc. 800.325.7867 http://www.newcocoffee.com St. Charles, MO
Royal Coffee Maker 517.347.7983 http://www.royalcoffeemaker.com Okemos, MI
Saeco USA 440.528.2000 http://www.saeco-usa.com Glenwillow, OH
Shieb PLC +25111.157.4108
Techni-Brew International 503.666.4545 http://www.boyds.com Portland, OR
The Coffee Equipment Company 206.782.9472 http://www.coeqco.com Seattle, WA
VE Global Solutions, LLC
800.735.2261 http://www.filtron.com Huntington Beach, CA
800.321.2511 http://www.veglobal.net Cleveland, OH VE Global Solutions offers the Koro and Korinto, American fresh brew, roast and ground and espresso-based, bean-to-cup coffee equipment. VEGS is a leading, solutions provider in the OCS, Vending and Food Service industries, providing unsurpassed quality products and service nationwide.
Flavia Beverage Systems
Wilbur Curtis Company
877.426.6410 http://www.flavia.net West Chester, PA FLAVIA Beverage Systems offers a Tea menu which features six leaf teas from full-bodied blends to light and delicate brews. FLAVIA - a tea to suit all tastes.
800.421.6150 http://www.wilburcurtis.com Montebello, CA Curtis is a leader in the design and manufacture of premium commercial coffee and tea brewing systems and specialty drink machines featuring exclusive Generation Three (G3˙) digital control.
Franke Kaffeemaschinen AG
WMF of America, Inc.
+41 62 787 3131 http://www.franke-cs.com Aarburg, SO
954.583.2269 http://www.wmf-usa.com Fort Lauderdale, FL The pioneering technology of the WMF combiNation makes even complicated, time-consuming coffee preparation possible, easily and quickly, at the touch of a button: Espresso, Ristretto, Café Crème, Filter Coffee, Latte Macchiato, Cappuccino or Caffe Latte ... there are no limits to the imagination.
Filtron
Grindmaster Corporation 800.695.4500 http://www.grindmaster.com Louisville, KY The only source for your global beverage equipment needs.
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CoffeeTalk
Meg’s Column by Meagan Goodman
Tell teens, sell beans
Today, teens are conscious about social and environmental issues all over the world. Most teens are familiar with fair trade, shade grown, and organic coffee, but don’t know what those things mean. I have found that teens are more than willing to pay the extra ten cents for their cup of coffee if they believe it is going to a good cause, but many don’t know what the cause is. Although it is everyone’s personal responsibility to find out what is going on around the world, not everyone actually does this, but when the facts are put in front of our faces, it is hard to ignore It is common knowledge, among teens that frequently drink coffee, that the beans come from third world countries and from coffee farmers that barely make enough
Kenneth Davids, coffee expert, author, and co-founder of The Coffee Review, which reviews roasters’ coffees and rates them using the Coffee Review proprietary 100point rating system. To see the full reviews, visit www.coffeereview.com.
Coffee growing regions strung along the rugged Andes from central Colombia south through Peru have much in common: high growing altitudes; a reliance on sturdy, simple varieties of arabica like typica and caturra; small-holding farmers whose struggle to produce fine coffee is challenged by daunting transportation problems and sporadic social and political conflict. As in so many other places in the world, potentially small lots of splendid coffees may end up buried in container-loads of ordinary coffees, victims to slow trucks (or no trucks), commodity thinking, careless handling, and the discouraging impact of low coffee prices. Countering all of these obstacles are efforts by development agencies, coffee federations, various non-governmental organizations and adventurous young coffee buyers aimed at raising the quality and prices of these coffees and leveraging the best ones out of the stream of the ordinary into the realm of the exceptional.
money to survive. If the different types of certifications and how they benefit the farmers and environment were explained to teens, they would have more incentive to buy a quality cup of coffee. I know that economic issues and ecological issues around the globe are hot topics for teens. If it were advertised that buying a certain cup of coffee supported saving the rainforest or raising minimum wage for coffee growers, or even just raising the quality of the coffee we drink, I believe that teens would not only respond, but they would probably take the initiative to help and spread the word to their friends about the issues around coffee. I would brag to my friends saying, “Yeah, I paid an extra ten cents today on my cup of coffee so that the rainforest and all the animals that live in it can stay put and not get chopped down. I have done my good deed for the day.” Honestly, teens love to get involved if they can brag about what they did to benefit someone else.
A Best of Both Worlds Candidate As this month’s reviews attest, such efforts to identify, support and promote distinctive coffees from the Andean regions have generated by far the most success in southern Colombia. Coffees of similar potential probably ripen on trees in Bolivia and Peru, but the process of finding those coffees, meticulously processing them and getting them to market promptly in small, select lots is not nearly as well developed as in Colombia, with its better infrastructure, better consumer recognition, and long national focus on coffee production. One edge that Peru and Bolivia coffees do carry into the American specialty market derives from the same limitations in history and infrastructure that haunt them. All of the Perus and Bolivias submitted this month were certified organically grown, whereas none of the Colombias were. Quite simply, most producers in Bolivia and Peru probably never used chemical inputs or pest controls because they couldn’t afford to, giving those agencies helping to develop these coffees an opportunity to formalize and promote their organic status. CT
So, what does this mean for cafes? I think it would be beneficial for cafes to create some sort of pamphlet or mini advertisement for their coffees that supports ecological,
Paradise Roasters
chemical-free, or social benefits for the coffee growers and origin countries. Teens love
Origin: Tolima growing region, south-central Colombia Review Date: February 2007 Exhilaratingly intense but roundly sweet-toned aroma: black cherry, flowers, milk chocolate, with an underlying cedar-toned crispness. Sweet flowers and cherry dominate in the cup with an almost symphonic richness of tone. Medium bodied but silky mouthfeel. The floral notes linger into the farthest reaches of the finish. Overall Rating: 96 points
to learn about things that we can tell other people, after all, we never stop talking so there must be something of interest to keep yakking about. If a café featured a blend of the week for its quality standards or because it is an organic coffee helping the environment and raising the amount of money the growers receive, teens would buy it. Even if the barista or cashier said they were having a special on this latte which featured beans that benefited schools in central and South America, not many people would say no to that sort of confrontation. Teens know they have a responsibility to the impoverished citizens of the world. Record numbers of teenagers are joining groups such as Amnesty International, Interact, Kiwanis, etc. and the more awareness that teens encounter, the more they will take initiative to do something about global problems. The volunteer program Amigos de las Americas sends teenagers to Central and South American countries to do service projects in small communities. To help them raise money they must sell coffee beans. This requires the applicants to learn about the coffee they are selling and the conditions of the farmers. This is just one example of
Coffee Klatch
By offering information about Fair Trade and Organic coffees, or programs such as
Colombia Huila Supremo
Origin: Huila Department, southern Colombia.
Review Date: February 2007
Quietly intense aroma, cedar and distinct butterscotch notes. Plushly heavy body in the sweet, deep-toned cup, with almost port-like red wine tones and rich hints of semi-sweet chocolate and roses anchored on a flinty, almost mineral-like base. Overall Rating: 94 points La Golondrina by Counter Culture Coffe Origin: Cauca Department, southern Colombia.
Colombia Cauca, Special MicroLot Selection Juvenal Penna Review Date: February 2007
Sweet-toned, quietly complex aroma: cherryish, chocolate-toned fruit with a hint of herby cedar. In the cup softly acidy and richly and exquisitely balanced, with the fruit taking on a distinct black cherry character. A coffee whose excellence ultimately lies in its suave authority and completeness. Overall Rating: 94 points Alterra Coffee Roasters
how teens are becoming more and more involved in the coffee industry.
Colombia Tolima Reynel Perez Micro-Lot
Colombia El Castillo Micro-Lot Nelson Melo
Origin: Cauca Department, southern Colombia.
Review Date: February 2007
more active in the coffee world and not only buy more coffee, but know that the coffee
An aromatically rather simple coffee with a tremendous relaxed and almost voluptuous structure. In the aroma low-toned and round with hints of flowers and cherry-toned fruit. Softly acidy and sweetly and deeply rich in the cup. Sweet, almost sugary finish. Overall Rating: 94 points
they are buying supports the farmers. Everyone likes to do good things. When those
Atomic Cafe Coffee Roasters
good things are available every morning as we ‘tired teens’ go to our favorite cafes, we
Origin: Narino Department, southern Colombia
will invest in those good deeds and spread the wealth. It is not hard to convince people
A classic cup: pure, simple, intense, refined. Sweet-toned but crisp aroma: tomato, cedar, cardamom, chocolate. Richly and sweetly acidy in the cup with the classic complex of flowers and fresh coffee fruit with rounding hints of chocolate. Overall Rating: 94 points
Coffee Kids, Rainforest Alliance, and Smithsonian Bird Friendly and by offering specials on beans that are chemically-free or have higher quality standards, teens will become
to support impoverished farmers, it just requires raising awareness and what better place is there to do that than cafes?
CT
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Colombia Hato Viejo Cup of Excellence Review Date: February 2007
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The Roasters Guild Live… By Joel Starr of The Roasters Guild Communications Committee
SCAA EVENTS The Roasters Guild will be presenting a multitude of workshops at the convention May 4-7. Including beginning and intermediate craft roasting, basic roasting equipment and operations and the ever popular and indubitably uproarious, purchasing, finance and green coffee contracts use and terms, just to name a few. Get the complete schedule of events at www.scaa.org or www.roastersguild.org.
About us The Roasters Guild is a trade guild of the SCAA for members which earn their living by roasting coffee. This includes the production roasters that spend eight hours a day manning 220 Kilo roasters or the roasters at the offices of coffee traders, importers and brokers which roast small samples for cupping and quality control purposes. All professional coffee roasters in the guild should have one thing in common; an unquenchable passion for coffee and delivering the best possible roast outcome with each attempt. The Roasters Guild also provides classes, a web-based forum, annual retreats and origin trips that are open to all members. Earlier this year, the Roasters Guild in cooperation with Icafe conducted a tour of Costa Rica primarily for Roasters Guild members. A new trip to Colombia is being planned as you read this.
NEWS!! LETTER FROM PAUL THORNTON – Chair, Roasters Guild Executive Council “One person has been instrumental in the quality and organization of the Roasters Guild events these past few years and we wish her luck as she moves on in her career. It is with sincere gratitude that we bid farewell to her as she leaves her positions at the SCAA and the Roasters Guild. Stacie Woods, your friends at the Roasters Guild want to thank you for the great work you’ve done in organizing the annual Roasters Guild retreats, origin trips, SCAA events and of course, your help in preparing the monthly communications with the Roasters Guild Communications Committee.” DEMOCRACY IN FLAMES! The Roaster Guild Executive Council had six vacancies up for election this year- exactly the same number of nominees it received to fill them! To better serve the guild, it’s important to have a larger pool of candidates for the electors to choose from. Let’s motivate more members to flex their political muscles at the next opportunity! It’s still too early to confirm the election results, BUT congratulations to the newly elected and re-elected! Stacy Woods
WE’VE GONE CUPPING CRAZY! In addition to these fine classes, the Roasters Guild will also be presenting two events where coffee cupping is of the utmost importance. First of all, the 2007 Roasters Guild Cupping Pavilion competition is open to origin countries that are in a cooperative relationship with the SCAA, and to roaster and importer SCAA Members. The Cupping Pavilion is an event intended to provide roasters and green coffee buyers the opportunity to blind-cup carefully vetted and exceptional coffees in a controlled environment. Coffees will be ranked after competition based on the scores provided by the participating cuppers. Those who would like to submit coffees should send ten pounds of unroasted coffee to SCAA offices in Long Beach by April 23, 2007. Please include an email address with your submission. Visit www. scaa.org for more info and our mailing address! The second cupping event is The Roasters Choice Tasting Competition. This event is intended to highlight the craft of roasting while providing attendees the opportunity to taste some exceptional coffees in a relaxed environment. All exhibition attendees will be provided a ballot with their registration badge allowing them to vote for their favorite; the tasting will be blind. While a “winner” will be announced, based on the results of the balloting, the chief aim of this event is to celebrate the craft of roasting and to enjoy great coffee during the Conference & Exhibition. If you are a current Roasters Guild member and would like to submit coffees for the competition please contact Tina Landavazo at tinal@scaa.org and include “Roasters Choice Competition” in the subject line. This year’s theme will be “House Blends”. Make sure your entries have no expression of oil! This year we ask that contestants submit thirty pounds as their first AND final submission by May 2, 2007 (this year there will be no “vetting” round). We recommend that you roast your coffee on April 30, 2007 or on May 1, 2007 and that you express your coffee to us for arrival on May 2, 2007, in any event, it will be assumed that all submitted coffees were roasted on the recommended dates. Whether you’re a Roasters Guild member or not, be sure to come to our Roasters Guild Annual Membership Reception and take our “Free Personality Test”… It’ll be Sunday, May 6 – 6:00 PM – 7:00 PM in Grand Ballroom B. Immediately following the annual Membership Meeting stick around for a meet & great reception. If you are not currently a member but are interested in the Roasters Guild, this is a great time to come talk to current members to see how they benefit from being a member. There will be light appetizers provided and an assortment of beverages for you to purchase… including coffee! Make sure to grab a copy of our Roasters Guild Origin Trip Handbook as well. It will be available the SCAA resource center at the convention! RETREAT! The 7th Annual Roasters Guild Retreat will take place August 16-19, 2007 at Sugar Lake Lodge in Grand Rapids, Minnesota. To those of you have never attended because of the perceived “remoteness” of the Roasters Guild retreats, you are missing out! Sugar Lake Lodge has worked closely with the Roasters Guild in order to perfect this event that requires so much special planning. There will be, as always a roasters pavilion which will feature the latest and greatest of coffee roasting technology for you to try your hand at and question the designers of the machines in person. Visit www.roastersguild.org for more retreat info.
The Roasters Guild hopes you have a wonderful visit to Long Beach!
CT
The Roasters Guild Communications Committee is comprised of George Bregar, Timothy J. Castle, Timothy Chapdelaine, Shawn Hamilton, Joel Starr, Paul Thornton and Geoff Watts.
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REPORT FROM THE FIELDS: By Joan Nielsen
Artisanal Farms, Roasters and Independent Shops
STATS: JOE’S ESPRESSO 2500 30th Street Boulder, CO 80301 Shop 303. 444.4207 Joe Zerber, Owner Jason Calloway, General Manager ENVIRONMENT: Edgy, intellectual, high energy environment, serving 100 to 300 coffees a day. Tastefully displayed local artwork that changes with the season and reasons. The few customers that walked in on this very quiet Sunday afternoon clearly knew the staff and were there for the camaraderie and quality of the coffee they ordered. On other days of the week, as many as 300 drinks may be served, but today the staff seemed appreciative of the relative peace and quiet. SHOP GOALS: Bringing people together with coffee and art, culture and communication. Serving the best coffees available (from Allegro Coffee Company) combined with highly informed baristas who pride themselves on customer relations and in-depth info on the coffees they serve. (They go over to nearby Allegro offices for on-going informational seminars on origin specific coffees.) PERSONAL GOALS OF JOE ZERBER: “I want to be a ‘Master of Aesthete!’ I see the coffee bean as visual art and all that that infers. We eat with our eyes first, don’t we?” COFFEE SOURCING: With his existing drink volume, Joe is aware that he could be roasting his own coffee instead of buying roasted coffee from Allegro Coffee Company, but, “I know Allegro has the depth on their buying team to ensure that I get some really great coffees, so until I have someone that is willing to devote all
their energy to sourcing the type of coffees I’ve grown used to, I think I’ll be working with the folk at Allegro.” Zerber also pointed out that he appreciates the buying practices in place at Allegro, “I’m very aware of the care that they take to acquire their coffees in a way that is equitable both to the farmer, to my shop and ultimately to my customers as well. I am also aware of the intense origin trips the buyers take. I can verify to my satisfaction that they’re practicing what they preach and therefore, so am I.” COMMENTS: Upon meeting Joe Zerber, one can’t help but remark on his style, energy and passion. There’s the complex and ambivalent awareness of an expat circling around him. (Zerber was born in Mexico City and his father is Mexican. He jokingly indicated that he and Frida Kahlo were “like this.”) These personal attributes resonate in his shop, from the quality of his coffees to the art on the walls. His background is rooted in historical academia and, perhaps not coincidentally, in an origin of coffee (Mexico is one of the world’s top coffee producers for any given year). Zerber quickly adds, however, “if a background in history taught me anything, it was to break away from the status quo.” Joe himself is a hard taskmaster on his staff, for whom he has high expectations (“they should be knowledgeable experts with lots of energy”) and for himself. As he floated a delicate piece of latte art on a cappuccino, he promptly deemed it not up to his own standards, throwing it out and doing it over. Top-notch skill behind the bar counts for a lot here; the barista aspect of the shop is an obvious strength. COMMUNITY OUTREACH: JOE’S ESPRESSO is gearing up to host a “Second Annual Barista Jam” in their (spacious) parking lot on June 3rd 2007. This extraordinary Jam will cater to the tastes of the consumer by including not only great tasting coffees, but local music and visual art, too. Joe notes that besides constantly working on his barista’s skills, “we are working toward increasing the awareness of local coffee drinkers that the barista is as much a craftsperson, if not an artist, as the musicians and artists that will be presenting their work that afternoon.” CONCLUSION: The Annual Barista Jam that JOE’S ESPRESSO will be sponsoring is consistent with his overview and concern for the local market. When asked if Boulder had anything more to offer the passionate and knowledgeable coffee drinker, Zerber’s generously stated, “There are a lot of businesses serving great coffee here. I think it’s a very dynamic market I’m not just referring to my shop, but several other local Boulder businesses too.” However, this report recommends that you “DRINK (coffee) AT JOE’S!” CT
Joe Zerber, Owner www.fgcoffeetalk.com
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ECO-Q ECO-Q™
By Elan Organic Coffees
For those of us on a mission to deliver
bean. He and his farm must become an administrative manifesto of organizational
superior coffees to our clients, an importer
prowess, because not only does he have to supply the commodity, but he is held
who understands coffee quality and its
accountable to proving to the world that he can manage every certification. ECO-Q™
value added is magnificent to work with.
is proposing one program, one inspection, one cost and three documents; organic,
We know the end consumer hardly ever
shade grown and socially responsible.
realizes we exist.
But the traceability
that a well organized importer brings
Why ECO-Q™?
to the market leads the way to powerful
Imagine finding the best Italian restaurant in your city after years of dreaming about
efficiency and successful sales.
that little romantic restaurant in Rome that you and your newly wed partner ate at the first night of your honeymoon. Now imagine that you like the restaurant so much that you begin to meet your friends there, and take all out of town guests
What is ECO-Q™? ECO-Q™ is an inspection, certification and verification by independent third party
to taste their amazing pizza. Lastly, imagine that you make reservations to take
accredited agencies.
your grandmother there for her 86th birthday, but on that day you arrive to find the
ECO-Q™ will be approved by USDA, NOP, EurepGap and
restaurant is closed and going out of business because they did not understand their
JAS. In its simplest terms, ECO-Q™ is Elan Code Of Quality, which is a green coffee
costs or because they didn’t pass their inspection. No more dinners …no more pizza.
quality certification which upholds the highest bar on environmental and social
This is what we have seen with many wonderful coffees that we have imported
standards world wide while creating strategic relationships to lower the impact
using all different certifications offered by the market. We never want to say to our
on stakeholders from tree to cup. ECO-Q™’s certification is organized by 4 pillars
clients again that no we do not have this coffee because their certification was taken
of sustainability, in which each activity defines responsibility, highlights key steps
away or the price at origin was higher then than the price they needed to maintain
and identifies outstanding qualities. At its core, ECO-Q™ is Elan Organic Coffees’
their production or simply because the quality of the coffee was not acceptable.
commitment to quality coffees.
ECO-Q™ is important in order to consistently deliver superior coffees to discriminating clients. Because marketing campaigns and production schedules are
Now Offering ECO-Q™ Coffees of the Lake
created based on costs and planning, it is vital to provide reliable quality green
Working with grower groups as well as individual farmers from all around the
coffee sources.
world ECO-Q™ is the basis of a production schedule which represent cup quality, social responsibility, biodiversity and traceability.
In fact ECO-Q™ is detailed
2007 marks the first year of ECO-Q™
planting, harvesting, milling, exporting and importing scheduling. Each component
During a year when other certifications are experiencing growing pains and the
has multiple steps and when done correctly these components heighten the
specialty coffee industry is increasingly aware of the challenges to consistently
characteristics of not only the relationship from tree to cup but offers the highest
procuring quality coffees; ECO-Q™ has been born. For the past decade Karen Cebreros
quality coffees in the world.
has created a business during exponential demand for traceable quality coffees
In practice, another certification might seem like a dubious idea. However in
from every type of farm from all parts of the world. The coffee industry continues
light of endless challenges which face producers, exporters, roasters and importers
to have a critical impact on both the environment and farmers everywhere. Ending
like ourselves; there is a space in the certification market for a certification which
up on the decertified or suspended FLO list or not being able to afford the costs of
is simple, cost effective and inclusive of all high quality coffees. It is important to
100% external inspection to grower groups in order to be USDA NOP certified will
remember that ECO-Q™ is exposed to the world after Elan Organic Coffees has
not stop ECO-Q™ coffees from providing the highest cup quality which promotes
moved along with other certifications which mean that we understand intimately the
biodiversity and social excellence while guaranteeing sourcing and origin.
positives and negatives of all certifications as well as the process of getting there.
It is an ironic fact that this new consciousness by customers and their
We are farther along the learning curve.
willingness to vote with their dollars
What we have experienced during the
comes during a time when certifications
last 18 years of importing and developing
have begun interpretation of their own
certified and cause related coffees is that
standards which demonstrates severe
some certifications only work with certain
growing pains.
types of farmers, other certifications
the coffees that you want uphold social
don’t imply quality and sometimes a
and environmental standards as well as
certification doesn’t add value to the end
delivers the cup quality that makes the
consumer.
ECO-Q™ will ensure
Most importantly we have
specialty coffee industry what it stands
witnessed that many certifications have
for because from Tree to Cup we are
created many stories and partnerships
making sure that Every Bean Counts.
that often are jeopardized when their
During March of this year, the
certification becomes too costly or
first ECO-Q™ certified El Salvadoran
worse, too complicated.
coffees landed in Oakland, California.
For example, some of the growers
Please let us know if you are interested
that we work with hold eight certification
in information about this coffee, ECO-
licenses. This just goes to show that no
Q™ or the ECO-Q™ Guatemalans which
longer is the coffee producer just the
will be landing in Kearny, New Jersey.
guy who plants the tree and picks the
Lake Atitlan, Guatemala www.fgcoffeetalk.com
CT
CoffeeTalk
April 2007
23
6)
2(
)
6-
2+
Display Cases & Modular Cafés
© 2000 - 2006 Modular Brand Group, LLC All Rights Reserved.
Dreams...to Reality
78
36
)
TM
Clipper’s Tea Express Cedric Fichepain • Omaha, NE • www.clipperstea.com
Let us help you build your winning concept today! Our store designers will tailor the modular café system to create a winning layout for any size space and menu while you focus on choosing colors and finishes to complete your customized café interior that will maximize your customer’s experience.
sales@millrock.com www.fgcoffeetalk.com
www.millrock.com 800.645.7625
24
April 2007
CoffeeTalk
NCA NCA President’s Column
By Robert Nelson, President of the National Coffee Association
Coffee travels a tough road from farm to cup. It’s a long and circuitous supply chain that links remote hillsides with your corner café. Many, disparate links make up that chain. Yet, they must converge seamlessly and securely to deliver the lifeblood of our industry. A safe and uninterrupted supply chain is critical not only to importers, but to every roaster, retailer and even consumer throughout the US. Particularly in today’s climate of heightened awareness of coffee quality and origins, a defined and traceable supply chain is critical to every sector of the US coffee industry. In the post-September 11 world, securing the coffee supply chain has taken on new meaning. Keeping consumables safe from potential terrorist attacks must parallel sustaining product flow across mountain paths, national borders and ocean passages. In fact, protecting the food supply has become an important prong of the larger US war on terror.
Bioterrorism Act Strict rules govern the movement of coffee and other foodstuffs to and within the US. Among them is advance notice of shipments and submission and retention of commercial documentation. In 2002, the US Congress beefed up such requirements for food items by passing the Public Health Security and Bioterrorism Preparedness and Response Act of 2002. The Bioterrorism Act was enacted to protect the US food supply from possible terrorist attacks. It expanded prior-notice rules, requiring additional information submission to the US Food and Drug Administration (FDA) under a stricter timeframe than what had been required by the US Customs and Border Protection agency (CBP) of the Department of Homeland Security. The FDA uses the advance information to review, evaluate and assess the information and determine whether to inspect the imported food. The Act also requires all foreign facilities that hold, process or pack food for shipment to the US to register with the FDA. Facility owners must also appoint a US-based agent as a domestic liaison for immediate contact by the FDA. NCA provides this service free to members. Other Act provisions cover retaining commerce-related documents and administrative detention of non-complying shipments. Documentation, including food specifications, shipping details and contact information, must also be captured from facilities “one back” and “one up” in the supply chain – that is, from the immediate previous source and subsequent recipients of the food. The rule spans the entire supply chain, meaning roasters need to hold information about their distributors and any subsequent purchasers. To voice industry commitment to national security and minimize the burden on the coffee supply chain, NCA engaged its government affairs expertise during the rulemaking process. NCA’s efforts contributed to getting prior-notice periods reduced from as much as a full day in draft regulations to as little as two hours in the final rule. Advanced Trade Data Elements Currently, the NCA is also working with the Department of Homeland Security to infuse industry input into its development of proposed rules requiring importers to give notice of trade data elements 24 hours before a ship is loaded. Data proposed to be included in this notification are: manufacturers, sellers, consolidators, buyers and ship-to names and addresses, importer of record, and the consignee number. Due to the nature of the coffee business, this requirement could significantly impede the supply chain. NCA is working with key Department officials to ensure that any new rules do not interrupt the supply of coffee.
C-TPAT In line with minimizing the burden on commerce, the CBP introduced a voluntary government-business initiative to strengthen international supply chain and US border security. The program, known as Customs-Trade Partnership Against Terrorism (CTPAT), is designed to support the Bioterrorism Act’s protections while easing the burden on shipping. Under program rules, participants’ supply chain security practices must comply with strict C-TPAT guidelines. Once certified, participants qualify for expedited inspection and shipping procedures. In 2006, C-TPAT was codified as part of an omnibus Safe Port Act. NCA worked with key Congressional committees to minimize the legislation’s impact on the coffee supply chain. Among results was bill language stressing industry incentives for participation in C-TPAT’s voluntary security measures. NCA also achieved adoption of alternative language eliminating a provision prejudicial to the coffee supply chain. General guidelines took the place of proposed legislative requirements that specific commercial data be provided prior to loading. In the coffee trade, that data typically remains with the exporters, leaving importers and roasters with no control over timely data submission and excluding them from the expedited security procedures C-TPAT can provide.
NCA Web Portal To support the C-TPAT program, NCA is introducing a program for importers, exporters and roasters of all sizes. NCA’s C-TPAT Portal will provide information and tools to help companies qualify for C-TPAT certification. With this program, NCA becomes the first trade group to target achieving 100% C-TPAT participation by all members of an industry and its supply chain. The Internet-based portal is being developed in partnership with trade management and assurance services firm Intertek and in direct consultation with CBP. Scheduled for launch in July 2007, the portal will provide valuable information and tools to facilitate C-TPAT application and qualification. The Internet platform combines NCA’s extensive membership reach and knowledge of industry needs with Intertek’s expertise in security inspection services and online security data collection in support of C-TPAT applications. The portal aims to deliver a central, online repository of C-TPAT information, easy access to C-TPAT-required security information on participating suppliers, exchange of information among business partners including C-TPAT initiatives and best practices, and registry of foreign suppliers. For smaller companies, these tools provide a security capability that would be impractical and expensive to duplicate in house. Instead, the portal provides shared services designed by experts that deliver enormous economies of scale. Operators of all sizes also realize cost savings via the portal’s consolidated information on security practices of companies throughout the coffee supply chain. Non-Competitive Effort Trade associations like the NCA are uniquely positioned to spearhead activities of this kind that enable all members of the coffee industry to work together, non-competitively, toward shared goals. NCA believes that its efforts will have a positive and long-lasting impact on national security while protecting industry interests. In this way, NCA delivers value not only to current members, but to every member of the US coffee industry. As the menu of coffee options expands, the industry’s focus converges. As consumer tastes broaden, the industry’s purpose and goals become more aligned. A secure supply chain is just one of those shared goals. But, as the lines continue to blur between old definitions of traditional and specialty coffees, that list continues to grow. With that, we can pool our individual efforts and energies against the real competition – other beverages. CT
www.fgcoffeetalk.com
April 2007
CoffeeTalk
www.fgcoffeetalk.com
25
what I wish
26
April 2007
CoffeeTalk
Opening your dream café don’t let it become a nightmare!
By Tom Palm
I knew
Opening a café or coffee shop can be a very challenging process. Every week, I talk
in case of a fire. This was strange; the flower shop only had one door, why should
to people who have just signed the lease and are very excited to get their café open
I need two? He explained that there would be more people in a coffee shop than in
as soon as possible. Over the last ten years in the café design business, I have heard
a flower shop which he referred to as occupancy load. This was going to be a
the good, the bad and the ugly. The part that always seems to cause problems with
challenge. There were tenants on both sides, and across the back of my space was
new retailers is the two month time period from signing the lease to getting the
the kitchen and storeroom. I really began to feel I was in trouble when the building
building permit. Once permitted, it usually takes another two months for the contractor to build-out your space. So on average it takes four months to open your cafe from lease signing. The first two months of this process have all the variables and unknowns that can cause your dreams to become nightmares.
inspector said that the front door needed to swing out, and the two steps at the entrance needed to be removed and replaced with a handicapped ramp. How big a
ramp I asked? He figured about 15 feet long by 4 feet wide. Wow, between the
extra restroom, another door and the wheelchair
Many of the problems that occur in the first two
ramp, I was going to lose half my seats! The elec-
months are not due to lack of effort but rather lack of
trical inspector wanted to have his input as well. He
experience and knowledge. Most new coffee shop
mentions that the current panel is not up to current
owners have never signed a commercial lease, hired a
codes and the amp load would need to be increased
commercial contractor or dealt with the local building
for all the equipment my coffee shop required. The
and health department.
health department was the best; all they wanted
The following story is hypothetical. However, it
was a $2,200 grease trap! They explained that the
has been experienced by far too many people in one
waste
way or another. Hopefully it will help a few new
water
department
required
all
food
establishments with a three compartment sink to
coffee shop owners open on time, stay on budget and
install one. As I was about to leave, the city plan-
avoid some very costly mistakes.
ner was looking at his site plans in the area where my coffee shop was located. It turns out that the flower shop only needed five park-
If I only knew then what I know now I had been searching for the ideal location for my new coffee shop for almost a year. I heard that the flower shop was going to expand and move to a new larger location down the street. Their old 1500 square foot space would be perfect! The leasing agent has several others interested in the space so it will not be available for very long. Afraid that I might miss out on this rare opportunity, I sign the lease. I cannot believe that the dream of owning my own coffee shop is about to come true! The flower shop will be out in about a month and the lease gives me an additional two months of free rent for the build-out. I figure that I will easily be open in three months. Over the next few weeks, I finish my business plan, apply for a loan, work on the logo, design my floor plan, and look for a general contractor. This is hard to do while still working my regular job. Time is running out. With the $2,800 rent payments starting in just over two months, I quit my job. Now things are moving along nicely, the loan is approved, the logo looks great and the floor plan is almost complete. Finding a general contractor is the hard part. Everyone seems to be so busy, but they promise to give me a bid when the plans are completed. One contractor, who had built several restaurants in town, saw some problems with my plans. He asked if I had talked to the building and health department about parking, restrooms, fire exits, ADA codes and grease traps. I became worried and took my plans down to the city. The nightmare was about to begin! I met first with the plumbing inspector. The
ing spaces; however my coffee shop needed 14 due to that higher occupancy load
issue. There was no way I could find nine more parking stalls! If I wanted to apply
for a parking variance it would take about two months and the odds were against
me. The people at the city were all very helpful and felt bad about all the time and money I had already spent. My begging, pleading and even a few tears did not help. Their job was to enforce the codes, not make them. I wish this was all a bad dream but it wasn’t. This nightmare was a reality. In less than an hour, I found out that I would need a second restroom, another fire exit, a handicapped wheelchair ramp, upgraded electrical panel, new grease trap and nine additional parking spaces. These improvements were way beyond my budget, even if I could solve the parking issue. I was also told that the lead time for getting my health department approvals and building permit was around a month. By the time I revised my plans and allowed the contractors a two month build-out, I would pay over $5,000 in rent and still not be open. How could this be happening to me? How could I sign a lease that did not even have enough parking spaces? After discussing the parking issue with the landlord, he let me get out of the lease. I am back looking for that perfect location again. I also got a job selling flowers at the new shop down the street! But before I sign another lease, I am going to bring my floor plan down to the building department and spend an hour talking with my new friends at city hall. CT
flower shop had only one restroom. It was up to code and handicapped accessible. However, the plumbing codes required that I have two. I figured that there was room in the budget for the extra restroom but did not like losing the space for my seating. I also did not like spending $6,000 of my money on a restroom that was really the landlords. Then the fire marshal looked at my plans and said I needed a second exit
Andrew Jensen, Erin Gonzalez-Bardzinski and Tom Palm are with Design & Layout Services. Since 1996, Design & Layout Services has worked with over 600 clients interested in opening a café or starting a coffee shop. Services include floor plan design, health department coordination, construction documents, cabinetry and equipment sales. Tel. 800-471-8448 E-mail: tpalm@designlayout.com www.designlayout.com
www.fgcoffeetalk.com
CoffeeTalk
April 2007
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April 2007
CoffeeTalk
SCAA Show Listings Action Pac Scales & Automation
www.actionpacscales.com 805.487.0403 Oxnard, CA Packaging Equip/Supplies ACTIONPAC has been designing and manufacturing quality automated filling systems for over 25 years. One out of three coffee roasters worldwide is already using our simple, economic coffee scale. Our ME-1094 coffee scale is easy to use: fill the hopper with ground coffee, beans, or tea and access a preprogrammed target weight. The scale automatically delivers the product to the weigh bucket. Then step on the foot pedal and the product drops through the funnel into a hand-held bag. As you reach for another bag, the ME-1094 refills the weigh bucket (to 1/100 oz), and waits for your next bag. Booth #150
Agtron, Inc.
www.agtron.net 775.850.4600 Reno, NV Coffee Roaster Many major coffee roasters are finding the Agtron E20-CP and M-Basic/II Coffee Roast Analyzers invaluable in controlling the quality and consistency of their coffee. These bench top units are the most accurate analyzers available for determining your coffees exact degree of roast. Agtron also hosts innovative Scientific Coffee Roasting Workshops focusing on consistency and improved cup quality. These classes are taught by Mr. Carl Staub, known around the globe for his knowledge in coffee roasting science, he is also a recipient of the SCAA’s Outstanding Contributions Award and a member of the SCAA’s Technical Standards Committee. Visit us as www.agtron.net. Booth #1037
America’s Food Technologies, Inc./ AMFOTEK
www.amfotek.com 708.532.1222 Tinley Park, IL Frozen Bev Mix Since its founding in 1998, AMFOTEK® has been dedicated to the development and manufacture of premium quality beverages. AMFOTEK® has the proven expertise to take you from initial product concept to ultimate finished product with the speed your business needs in today’s marketplace. AMFOTEK® is a 100 % Woman – Owned Business Enterprise (WBE) and is recognized as a best–inclass manufacturing partner to some of the world’s most respected brands. Our state-of-the-art manufacturing plant and stringent process control capabilities are at the heart of our production competency. Our reputation for service, ontime delivery, product innovation and commitment to quality is unparalleled. 800-824-9092 see our website
Anchor Free
www.anchorfree.com 877.869.4731 Sunnyvale, CA WiFi Booth #483
AstoriaGeneral Espresso Equipment Corp.
BriteVision
www.britevision.com 877.479.7777 San Francisco, CA Coffee House Products BriteVision is the leader in printing the highest quality, fullcolor custom cup sleeve in the industry. We cater to roasters, distributors, chains and cafes - providing large and small orders at the best rates. Are you tired of using boring brown sleeves? Want to showcase your company beyond the confines of your store? Visit our booth, (#1948), at SCAA and learn more about branding your business on cup sleeves! Not going to the show – check out our website, www.britevision.com. BriteVision – Coffee Sleeves Redefined! Booth #1948
Brugo Mug by Jolex
www.brugomug.com 708.952.4700 Oak Lawn, IL Smallwares Named Best New Product at Chicago’s 2007 Coffee Fest, the BRUGO™ Travel Mug has quickly become a must have for all coffee lovers. The mug’s revolutionary cooling chamber cools hot beverages one sip-sized portion at a time, delivering peak freshness and flavor while keeping the remainder of the beverage at its hottest. In addition, three easily adjustable lid settings (lock, tip & cool, and sip) allow for optimum convenience, eliminating splashes, spatters and scalding burns. Find out what all of the hype is about by visiting www.brugomug.com today! Booth #1457
Cafe de El Salvador
www.salvadorancoffees.com 503.2267.6600 San Salvador Green Coffee Dealers/Brokers El Salvador has resurged as a top-quality coffee origin, and its unique status as keeper of heirloom and boutique varieties, produced under traditional practices and constant evolution of processing techniques, is widely being recognized, along with its willingness to work hand in hand too meet the specialty buyer’s needs. Booth #1435
Café Femenino Foundation optco.com/cafe_fem/ CF_foundation_sumatra.html 360.666.8725 Vancouver, WA Non-Profit Resource Booth #643
Boyd Coffee Company
www.BOYDSCOFFEE.com 800.545.4077 Portland, OR Chai, Coffee Brewer Manuf, Coffee Roaster, Espresso Machine Manuf, Frozen Bev Mix, Gourmet Food, Granita Equip/Supplies, Grinding Equipment, Hot Drink Mixes, Retail Merchandise, Smoothie/Frozen Bev, Soups, Syrups, Teas Boyds Coffee™ is the flagship coffee brand of the only authentic, Pacific Northwest, coffee roaster with 100 years of experience: Boyd Coffee Company. This specialty brand, made specifically for your consumer, is comprised of 21 blends and single origin coffees with different roasts and taste profiles, designed to satisfy the demanding, yet varying palates of today’s sophisticated coffee enthusiast. Booth #1020
www.elanorganic.com 619.235.0392 San Diego, CA Green Coffee Dealers/Brokers,Organic Booth #1314
Espresso Specialists, Inc.
www.esiespresso.com 800.367.0235 Seattle, WA Espresso Machine Manuf, Grinding Equipment, Water Filtration Espresso Specialists, Inc. offers La Marzocco and Rio traditional espresso equipment from Italy and Franke superautomatic equipment from Switzerland. ESI provides technical expertise, parts support and genuine passion for espresso. Booth #719
Frey-Moss Structures www.frey-moss.com 800.366.6385 Conyers, GA Drive Thru Booth #256
www.cupforeducation.org 800.458.2233 Brooklyn, NY Coffee Roaster Booth #1307
Georgia Pacific-Dixie
Cup of Excellence
www.cupofexcellence.org 406.542.3509 Missoula, MT Green Coffee Dealers/ Brokers, Non-Profit Resource Booth #1652 www.davincigourmet.com 800.640.6779 Waukesha, WI Bar Mix, Chai, Chocolate, Confections, Frozen Bev Mix, Hot Drink Mixes, Low Carb, Retail Merchandise, Smoothie/ Frozen Bev, Spirits, Sweeteners/ Toppings, Syrups, Teas Da Vinci Gourmet® provides products specially formulated for the specialty coffee industry. We offer the most extensive line of flavored syrups in the industry. Da Vinci Gourmet also provides turnkey marketing support services and programs, available on our website at www.davincigourmet.com/retailer. Booth #1339
Design & Layout Services
Elan Organic Coffees
www.gavina.com 800.428.4627 Vernon, CA Coffee Roaster Gaviña offers over 150 quality coffees in whole bean and ground, light and dark roasts, in bulk, brick, cans, portion packs, pods and now organic, too! Call for our Free shipping policy Booth #449
www.coffeeholding.com 800.458.2233 Brooklyn, NY Coffee Roaster, Green Coffee Dealers/Brokers Booth #1307
Da Vinci Gourmet
www.bigtrain.com 800.244.8724 Foothill Ranch, CA Bar Mix, Beverages- Non-Alcoholic, Blenders, Chai, Frozen Bev Equip, Frozen Bev Mix, Granita Equip/ Supplies, Hot Drink Mixes, Smoothie/Frozen Bev, Syrups Your #1 Manufacturer of Blended-Ice Coffees, Powdered and Liquid Chai Tea, Fruit Tea Smoothies, Low Carb Drink Mixes, Gourmet Hot Chocolate, Flavor Syrups and more! Booth #730
www.drsmoothie.com 888.466.9941 Fullerton, CA Bar Equipment and Supplies, Catering Equipment and Supplies, Chai, Coffee House Products, Frozen Bev Mix, Functional Beverages, Granita Equip/ Supplies, Hot Drink Mixes, Smoothie/Frozen Bev Famous for a healthy approach to specialty beverages, Dr. Smoothie formulates products with the consumer’s good health in mind!Dr. Smoothie 100% Crushed Fruit Smoothie Concentrates contain premium vine-ripened fruits, and contain NO corn syrup. Each 16 oz. smoothie provides 3+ servings of fruit. Fat free, non-dairy and fortified with vitamins and minerals. Shelf stable, just add ice & water! Café Essentials are incredibly smooth and delicious mochas, lattes, chai(s), vanillas, bases, decaffs and flavored blends. Soy based, no trans fats and reduced calorie blends available.Bio Bars are healthy and delicious whole foods nutrition bars; the perfect snack! Booth #668
F. Gaviña & Sons, Inc.
Coffee Holding Co.
Big Train Inc.
Dr. Smoothie Enterprises
www.everpure.com 800.323.7873 Hanover Park, IL Bar Equipment and Supplies, Beverage Dispensing Equipment, Filters - Foodservice, Kitchen Accessories, Tea Making & Dispensing Equipment, Water Filtration Booth #1503
www.coffeefest.com 800.232.0083 Bellevue, WA Tradeshow/ Seminars/ Workshops, Training Resources Booth #736
Cup for Education
www.comfortgripwrap.com 312.337.0072 Chicago, IL Paper Products, Serving Supplies Booth #2061
Everpure, LLC
Coffee Fest
www.astoria.com 336.393.0224 Greensboro, NC Bar Equipment and Supplies, Catering Equipment and Supplies, Coffee Brewer Manuf, Distributor Espresso Machines/Equipment, Griddles and Grills, Grinding Equipment Astoria General Espresso is a subsidiary of CMA of Italy, which is one of the largest manufacturer of commercial espresso coffee machines worldwide. CMA has been certified ISO 9001 for the highest quality standards applied to all aspects of the manufacturing process, making its espresso machines the most dependable on the market. Booth #1643
Double Wrap Cup & Container Co. Inc
www.designlayout.com 800.471.8448 Wayzata, MN Design / Furnishings Design & Layout Services is a national leader in the design of specialty coffee cafes. Services include floor plan design, restaurant equipment specification, custom cabinetry/ millwork, plumbing/ electrical plans, health department coordination, and restaurant equipment sales. Their services are available internationally. Booth #1553
www.dixiefoodservice.com 800.257.9744 Atlanta, GA Dispensers, Packaging Equip/Supplies, Paper Products, Serving Supplies, Smallwares, Table Top DIXIE FOODSERVICE OFFERS TRIFECTA OF PREMIUM CUP SELECTIONFor operators looking to maximize coffee and hot beverage service, it’s time to take inventory – of your customers. Dixie understands and wants to make it easy for operators to afford their coffee and hot beverage program the flexibility of servicing customers with a unique beverage packaging solution. With a selection of all three options, Dixie offers distinct advantages over other product offerings with Insulair – a premium cup with a built-in thermal sleeve, PerfecTouch® – Celebrating ten years as a leader in the insulated cup category, keeps hands comfortable to the touch while eliminating double-cupping and Java Hot Cup – redesigned with ultra-durable side wall and reinforced leak-proof seams. For more information, call 800-257-9744, or visit www.dixiefoodservice.com Booth #1858
Grand Avenue Chocolates
www.grandavenuechocolates.com 877.934.1800 Concord, CA Chocolate, Confections Grand Avenue Fine Chocolates are richly satisfying, premium confections of uncompromised quality and exceptionally delicious taste. We offer a complete line of chocolate enrobed cookies and grahams. Our unique program allows the retailer to place their label on the package, creating a customized offering to their customer. Together Peppermint Perfection, Raspberry Divine, and Strawberry Delight make up our cookie line. The grahams are available in both milk and dark premium chocolate. Each and every product is individually wrapped to seal in all the goodness for you. We invite you to sample our great tasting assortment. Booth #248
www.fgcoffeetalk.com
Gruppo Cimbali SPA FAEMA
www.faema.it +39.02900.491 Binasco, MI Bar Equipment and Supplies, Beverage Dispensing Equipment, Catering Equipment and Supplies, Coffee Brewer Manuf, Espresso Machine Manuf, Grinding Equipment, Water Filtration Established in Milan in 1945, today Faema is part of the leading group in espresso and cappuccino commercial machine production and distribution. It operates in more than 100 countries through a highly qualified distribution and service network. The group has ISO 9001 certification for the highest quality standards applied to all aspects of the manufacturing process. All products have important quality certification such as: NSF, ETL, UL, ULc. In addition, Faema coffee machines and coffee grinders have been recognised by the I.N.E.I (Istituto Nazionale Espresso Italiano) with its certificate of compliance for the preparation of true Italian espresso. Faema ‘s products stand out since ever for their professionalism, high technology and elegant design. Faema wide product range (more than 40 traditional and superautomatic espresso coffee machines) is able to meet all types of your coffee business need. Faema: THE PROFESSIONAL CHOICE Booth #1049
Java Jacket
www.javajacket.com 800.208.4128 Portland, OR Paper Products, Serving Supplies Java Jackets puts customer’s comfort and satisfaction first. We sell to the corner espresso stand as well as some of the biggest coffee chains. Booth #727
JoeGlo & Co. www.joeglo.com 415.381.2079 Mill Valley, CA Cleaning Supplies Booth #2063
LBP Manufacturing
www.lbpmfg.com 800.545.6200 Cicero, IL Packaging Equip/ Supplies, Paper Products, Serving Supplies LBP Manufacturing, Inc. is a manufacturer of innovative packaging for the foodservice industry. We specialize in creating packaging for the Coffee and Catering segments. Our packaging includes the signature hot cup sleeve, Coffee Clutch(r). The Coffee Clutch(r) is a patented, preassembled sleeve with a heat-activated adhesive that allows thesleeve to stick to the cup. Another key item is the disposable,Beverage on the Move(tm). It is a patented package that insulates 96 ounces of coffee (or cold beverage), which can fill 12 eight-ounce cups or 10 twelveounce cups for up to 3 hours. Booth #2028
Monin Gourmet Flavorings
www.monin.com 800.966.5225 Clearwater, FL Bar Mix, Chai, Iced Tea, Sauces, Syrups, Teas Made of natural green tea, pure cane sugar and spices, delicious Monin Chai Tea is highly concentrated. Ideal either hot or chilled, just add milk! Booth #819
Mont Blanc Gourmet
www.montblancgourmet.com 800.877.3811 Denver, CO Beverage Dispensing Equipment, Beverages- Non-Alcoholic, Chocolate, Coffee Concentrate, Dessert Products, Extracts and Flavorings, Flavoring Equip/Supplies, Frozen Bev Mix, Hot Drink Mixes, Kosher Foods, Smoothie/ Frozen Bev, Sweeteners/ Toppings, Syrups Mont Blanc Gourmet offers a complete product line for the specialty coffee and beverage industry. Our Classique syrups and sauces are available in regular and sugar-free varieties. Cold Fusion, offers a cost effective, liquid base for frozen mochas and lattes. Also on the menu is Haute Chocolat, a decadent and versatile drinking chocolate that can be warmed and served or used as a base for countless drink and dessert menu items. Call Mont Blanc for high quality products with less waste and preparation time for your staff and great taste for your customers. Booth #1140
Organic Products Trading Co.
www.optco.com 360.573.4433 Vancouver, WA Green Coffee Dealers/ Brokers, Importer- Food & Beverage Booth #941
Pacific Bag, Inc.
www.pacificbag.com 800.562.2247 Woodinville, WA Packaging Equip/Supplies, Roaster Supplies PBi is a full-line flexible packaging company that services the Specialty Coffee, Specialty Foods, Holistic Pet Food, Natural Products, and Promotional Packaging. Give us a call, we make packaging simple. Booth #826
Continued on page 30
April 2007
CoffeeTalk
COME VISIT ELAN at the SCAA in Booth # 1314
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SCAA Show Listings Probat Burns, Inc.
www.probatburns.com 901.363.5331 Memphis, TN Roasting Equipment Probat Burns, Inc. designs, manufactures and installs quality equipment for processing coffee, green to ground. Our cutting-edge technologies ensure economic and environmentally safe processing systems that exceed international standards of excellence. Probat Burns, Inc. manufactures roasters for laboratories, shops, gourmet and industrial applications. Booth #827
Quikserv Corp
www.quikserv.com 800.388.8307 Houston, TX Drive Thru, Security Systems Quikserv is a manufacturer and distributor of pass through systems. Attention to detail combined with expert craftsmanship and quality components have made us the leader in the industry. Quikserv specializes in stainless steel and aluminum fabrication of Drive-Thru Windows, Transaction Drawers, Air Curtains, Deal Trays, and Bullet Resistant products. Quikserv offers “hands-free” fullyautomatic and semi-automatic windows that are perfect for the coffee industry. Our FM-54E, FM-1 and PW-1 and PW2 offer a large staging area for your product and transactions and our PW-54E and BPS-5440 offer one of the largest counter spaces on a pass-thru window. 800-3888307 or fax 713-849-5708 Booth #641
Service Ideas, Inc.
www.serviceideas.com 888.999.8559 Woodbury, MN Serving Supplies, Smallwares, Table Top Booth #1055
SMD Trading Co. Ltd.
Stauf’s Coffee Roasters/Cup O’ Joe
The Roasterie, inc.
underconstruction 800.778.2837 Columbus, OH Coffee Roaster Through a combination of art and science, Stauf’s roast masters have custom-roasted our beans in small batches, each varietal to its most desirable characteristics, for nearly twenty years. We are obsessed with the entire process of achieving the finest coffee showcasing each varietal’s unique flavor profile to create the best balanced blends. Beans are roasted to order, exclusively on gas-fired roasters. Stauf’s Coffee Roasters is Certified Organic and all of our coffees are Certified Kosher! Our service doesn’t stop there! Visit www.staufs.com to discover our “Coffee from the Ground Up” program and begin to build your complete coffee program and success! Call us at 800.778.2837
Strategic Alternatives, LLC
www.baristaworks.com 800.965.0626 Collierville, TN Serving Supplies BaristaWorks.com focuses solely on the independent specialty coffee roaster and retailer. We offer a broad assortment of “to go” packaging from leading manufacturers including International Paper, Insulair, Huhtamki and more. BaristaWorks.com offers fast, free shipping direct to your shop with small minimums (1 case). Orders in by 5:00 p.m. central time (M-F) ship same day via FedEx Ground. Booth #637
Techni-Brew International
SMD Trading Co. LTD
www.smdtrading.com 800.319.8906 Irvine, CA Food Preparation Equipment, Paper Products, Serving Supplies Booth #2262
Continued from page 28
www.boyds.com 503.666.4545 Portland, OR Coffee Brewer Manuf, Espresso Machine Manuf Booth #1021
www.theroasterie.com 816.931.4000 Kansas City, MO Beverages- Non-Alcoholic, Blenders, Books- Educational and Technical, Coffee Roaster, Condiments and Relishes, Stirrers- Wood or Plastic, Tea Making & Dispensing Equipment Enjoy award-winning specialty coffee roasted by The Roasterie, inc.We custom air-roast, blend and ship daily to our customers around theworld. Visit us at www.theroasterie.com. Booth #1636
Torani/ R. Torre & Company
www.torani.com 800.775.1925 South San Francisco, CA Chocolate, Coffee House Products, Dessert Products, Flavoring Equip/ Supplies, Frozen Bev Mix, Smoothie/ Frozen Bev, Sweeteners/ Toppings, Syrups Torani imparts bold, authentic flavor. Torani Syrups are available in over 80 flavors, including Sugar Free. Frusia, shelf-stable whole-fruit smoothie bases blend into rich smoothies, Caffioco creates the ultimate frozen coffee drinks, Torani Sauces add flavor to every beverage and Pure Flavor is the revolutionary line of fresh herb, spice and botanical flavors. Booth #549
Visions Espresso Services
www.visionsespresso.com 206.623.6709 Seattle, WA Coffee House Products, Coffee Roaster, Display Equipment and Cases, Distributor Espresso Machines/ Equipment, Grinding Equipment, Smallwares Booth #642
Vita-Mix Corporation
www.vitamix.com/foodservice 800.437.4654 Cleveland, OH Blenders, Commercial Kitchen Equipment, Food Preparation Equipment, Frozen Bev Equip, Frozen Dessert, Granita Equip/Supplies, Smoothie/Frozen Bev With over 80 years in business, Vita-Mix is a recognized leader and isconsidered “”the blending expert”” in the foodservice industry. Booth #1310
Tetra Pak Inc
www.tetrapak.com 940.565.8927 Denton, TX Packaging Equip/ Supplies Booth #462
WEBbeams
www.webbeams.com 888.932.2326 Milwaukee, WI Computers Systems- Hardware and Supplies, Menu Boards and Signage, POS and Cash Register Systems, WiFi WEBbeams is a Wi-Fi service provider that helps coffee shop and café owners understand how Wi-Fi increases traffic, creates loyal customers, and increases sales revenues. Owners can give away free access in a way that doesn’t clog-up their tables by controlling the length of time each customer can surf for free. They can offer Wi-Fi completely for free or free with a purchase, while having potential to earn revenue and see more new customers by being part of a Wi-Fi subscriber roaming network. WEBbeams provides 24x7, user friendly, toll-free, customer service and technical support. Booth #2332
Wilbur Curtis Company
www.wilburcurtis.com 800.421.6150 Montebello, CA Coffee Brewer Manuf, Iced Tea Equipment Curtis is a leader in the design and manufacture of premium commercial coffee and tea brewing systems and specialty drink machines featuring exclusive Generation Three (G3™) digital control. Booth #849
Zoka Coffee Roaster
www.zokacoffee.com 206.217.5519 Seattle, WA Coffee Roaster Zoka Coffee Roaster and Tea Company sources exemplary coffees at origin and hand roasts them to order. In addition to providing business consultation services, Zoka offers world famous barista training. Rounding out the “Zoka Way” is the finest equipment available. La Marzocco and Fetco are the pros’ choice in properly preparing artisan coffees. Renowned as a pioneer in espresso preparation, coffee culture, and building sustainable relationships worldwide, Zoka celebrates its ten year anniversary this year. Booth #2037
recipe
Zimmer’s Frappetini
Intoxicating, addictive and perfectly legal!
4 ounces (113 ml) cold espresso or strong coffee 2-3 ounces (60-90 ml) chocolate syrup
1 1/2 teaspoons (7 ml) vanilla-flavored syrup 4 ounces (113ml) milk 3 cups (675 g) crushed ice
Vanilla-flavored syrup or simple sugar syrup, for rim/garnish Crushed chocolate shavings, for rim/garnish Chocolate syrup, or creme de cacao liqueur, for inside glass garnish Whipped cream, for garnish 1 ounce (30 ml) coffee-flavored syrup or liqueur, for garnish Milk chocolate shavings, for garnish Coffee beans, for garnish
1. Dip the rim of a chilled martini glass into a small,flat dish of vanilla-flavored syrup, to form a sticky rimmed base. 2. Then dip the sticky glass rim into a plate of crushed chocolate shavings, to achieve a decorated rimmed martini glass. 3. Drizzle the chocolate syrup inside the glass. 4. In a blender frappe together the cold espresso (or strong coffee), chocolate syrup, vanillaflavored syrup, milk and crushed ice. Pour this frappe mixture into the prepared glass until it is filled to the brim. 5. Top the drink with whipped cream. 6. Drizzle the coffee-flavored syrup randomly over the whipped cream. 7. Sprinkle chocolate shavings on top of the liqueur-laced cream. 8. Stud the crown of this sippable with 2 or 3 coffee beans.
Recipe courtesy of Susan Zimmer, author of “I Love Coffee! Over 100 Easy & Delicious Coffee Drinks”
NOTE: Coffee Author Zimmer demonstrated this drink on the Celebrity Kitchen Theater stage/2007 International Housewares Show. Now she’s sharing it with you to enjoy! SOURCE: Recipe/Photo with permission courtesy of I Love Coffee! Over 100 Easy & Delicious Coffee Drinks by Susan Zimmer (2007/Andrews McMeel Publishing)
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in focus
CoffeeTalk
Wizards in the Desert
- in focus
Carl and Kim Staub of Agtron
By Miles Small
dalla macchina, arte he must fit his vision unto the canvass. He can’t paint off the edge and on to the
From the machine, art.
walls and ceiling. Using monitors and sensors to control the technical elements of This is Carl Staub’s position when criticized, as he frequently is, that he is turning roasters into robots enslaved to the machine. To Staub, the art of roasting comes once the roaster has mastered the controllable mechanical variables. He has
the roasting process defines the outer edges of the canvas. The art is controlling the variable elements inside of the canvas to execute the roaster’s vision.” Staub has sought to master the roasting process. His fascination with coffee has led him to the SCAA, where he was honored in 1998 with the Association’s
a legitimate point. First however, to understand Carl and Kim Staub, you must understand Agtron.
Outstanding Achievement award. He is an active member of the Technical Standards
Based in Reno, Agtron manufacturers spectrophotometers
Committee of the SCAA and is the developer of the Brew
for the food industry. Spectrophotometers are calibrated
Master’s Analysis Kit, the SCAA Roast Classification
to measure predictable changes in light refraction based on
System, and is a technical instructor for the Golden Cup
certain conditions. In coffee, for example, the Agtron
Technician’s Certification Program.
spectrophotometers measure the changes in color in the near infrared as chemical
Considered something of an icon, since 1991 when he took the helm of Agtron,
processes develop through the roasting processes. By using an Agtron, roasters are
Straub, 54, has influenced many of the important technical innovations in the coffee
able to much more accurately measure the chemistry of the roast and therefore
industry. His influence is felt in board rooms and roasting rooms around the world.
accurately predict the qualities of the final product. The Agtron system far surpasses
Developer of the Kinetic Roasting Method, he maintains a roasting lab with two
visual color evaluation as a predictor of the end results.
heavily modified roasters, Staub hosts the Academy of Coffee Science monthly at
The Agtron system for coffee is really the tip of the iceberg for the company.
Agtron. With classes of no more than eight students, Staub has more that 1500
Agtron spectrophotometer analyzers are the dominate standard throughout the food
graduates worldwide who are applying his methods to produce some of the finest
industry, ensuring consistent color and flavor in the potato, tomato, fruit, snack, and
roasted coffee available. It is clear however that a story about Agtron and Carl and Kim Staub would be
many other industries. Therefore, Carl Staub, an electrical engineer has inevitably become a master of
incomplete with out an understanding of the driving force behind the innovation. My
the chemical processes of food and wine. But, only a vast passion can fully explain
sense from our time together is that the Straubs are driven to a fundamental quest
his enthusiastic approach to coffee.
for information, a pure science, and the intent to find some method of application.
I freely admit that much of the details of the chemical processes are way beyond
Electrical engineering lead to food chemistry, that lead to applied electronic tools,
me. One thing that is perfectly clear however is that the chemistry of coffee is much
that lead to greater analytical power, that lead to better engineering, that lead to
more complex than I assumed and that complexity can be destroyed through mis-
additional innovation. What is striking about the Staubs is that they seem to have a
management of the roasting processes. This fact is not lost on Staub. As a man of
democratically applied intellectual energy that services all their interests equally.
science, he perhaps is more aware of the distinction between craft and art than
Engage them in a conversation about wine, or cars, or boats, or global warming, or
most. Craftsmen have the technical skills to construct the correct physical
food, or aviation, or audio technology, or any number of subjects and you are met
equipment to perform a task, but art is the ability to use those tools to create a
with the same level of fact based enthusiasm and knowledge. Staub’s latest innovation, Lumenautix, is a extremely low wattage lighting
masterpiece. When asked for his response to the robot/artisan question, Staub said, “When an artist steps up to a blank canvass and begins applying paint, he understands that
system that solves many marine and nautical concerns, but also leaves a taste of extraordinary possibilities. I am certain that this will be something to watch. CT
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This is a listing of current SCAA Wholesale Roaster members. If you would like to add or edit your listing, please use our online form at www.fgcoffeetalk.com. AK AK AK AK AK AK AK AK AL AL AL AL AR AR AR AR AR AZ AZ AZ AZ AZ AZ AZ AZ AZ AZ AZ AZ AZ AZ AZ AZ AZ AZ CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA
Anchorage Girdwood Homer Juneau Kenai Ketchikan Little Rock North Pole Birmingham Birmingham Birmingham Leeds Bentonville Fort Smith Jacksonville Little Rock Rose Bud Bisbee Maumelle Phoenix Phoenix Phoenix Scottsdale Scottsdale Scottsdale Scottsdale Scottsdale Scottsdale Scottsdale Tempe Tempe Tempe Tucson Tucson Tucson Alhambra Alhambra Anaheim Anaheim Aptos Aptos Arcata Atascadero Badger Bell Gardens Berkeley Berkeley Burlingame Canoga Park Canoga Park Capitola Capitola Carlsbad Carmel Ceres Chico Chula Vista Crestline Culver City Davis El Cajon El Cajon Elverta Emeryville Emeryville Eureka Fort Bragg Fremont Gardena Hayward Healdsburg Highland Irvine Irvine Irvine
CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA
Irvine Junction City Laguna Niguel Lake Forest Lodi Long Beach Long Beach Los Angeles Los Angeles Los Angeles Los Angeles Los Angeles Los Angeles Los Banos Manteca Mentone Murrieta Newport Beach No. Hollywood Novato Oakland Oakland Ontario Orangeville Pasadena Pasadena Pasadena Petrolia Poway Redway Redwood City Richmond Running Springs Sacramento Sacramento Sacramento San Diego San Diego San Diego San Diego San Francisco San Francisco San Francisco San Francisco San Jose San Juan Bautista San Leandro San Rafael Santa Barbara Santa Barbara Santa Barbara Santa Clara Santa Fe Springs Santa Paula Santa Paula Santa Rosa Santa Rosa
Cafe Del Mundo Glacier Valley Roasters K Bay Caffé Roasting Co., LLC. Heritage Coffee Co. Coffee Roasters The Green Coffee Bean Co.y River City Coffee & Tea North Pole Coffee Roasting Co. Prime-Time Roasters Royal Cup Coffee Roasters Roaster Higher Grounds Roasters Inc. Kennedy Coffee Roasting Co. Fresh BeanZ Coffee Biffs Coffee Roasting Co. The Ultimate Coffee RoZark Hills Coffee Roasterie The Bisbee Coffee Company Guillermo’s Gourmet Grounds Rocket Coffee Roasters Coffee Reserve, Inc. Lindsey Coffee Co. Gare Clark Volcanic Red Coffees Espressions Coffee Roastery Coffee Roasters of Arizona Village Coffee Roastery & Ferrari Kona Coffee Mokarabia, USA Coffee Roasters of Arizona Lost Dutchman Coffee Roasters Cortez Coffee Roasters Momentto Coffee Roasting Co. Arbuckle Coffee Desert Rain Coffee Roaster X Jasa Bumi Coffee La Mill Coffee Specialists Trinidad Coffee Co. Commercial Cooling Pacific Coffee Roasting Co. Surf City Coffee Company Sacred Grounds Organic Coffee Roasters Joebella Coffee Sierra Roasting Co. Lingle Bros. Coffee, Inc. Uncommon Grounds, Inc Kavanaugh Coffee Roasting Co. Captain Cook Coffee Co., Ltd. Rocky Roaster Froid Coffee Company Capitola Coffee Roasters Capitola Coffee Roasters Hawaii Coffee Company/ca Carmel Coffee Zoe’s Coffee Roasting Co., Inc. Sweet Brew Coffee Roasters West Coast Coffee Roasters Paradise Mountain Coffee City Bean Java Detour Renegade Roaster Design Group Daymar Select Fine Coffees Pyramid Espresso Bar Peet’s Coffee & Tea McLaughlin Coffee Company Humboldt Bay Coffee Co Zona Alta Coffee Sujus Coffee & Tea Family Food Company, Inc. Roast de Gourmet, LLC Flying Goat Coffee Grounds For Enjoyment Specialty Coffee Roaster Specialty Coffee, LLC Danesi Caffe USA Inc.
907.562.2326 907.783.2912 907.299.0880 800.478.5282 907.262.8760 907.247.5621 800.661.1496 907.488.7190 205.444.1446 800.366.5836 205.945.8970 800.794.8575 479.464.9015 479.452.2404 800.438.2433 267.620.3218 501.556.5808 520.432.7931 870.404.6789 602.548.2259 888.755.6789 800.345.1984 866.462.8733 866.462.8733 480.946.9840 480.948.1419 602.739.9503 480.998.8807 480.948.1419 623.217.1304 800.992.6782 480.948.8501 520.790.5282 520.297.0246 520.791.0400 626.310.1248 606.202.0100 714.520.8410 714.484.0000 831.685.2520 831.430.9112 800.425.2532 805.461.4822 559.337.0708 800.352.2500 510.644.4451 510.843.3040 650.697.4515 818.347.1378 818.313.8661 831.476.5422 831.476.5422 800.338.8353 831.624.5934 209.541.3877 530.892.2914 619.424.7881 909.338.6467 323.965.5000 530.756.8020 619.590.3600 619.444.1155 916.991.1775 510.594.2100 510.428.2951 800.787.5282 707.964.8200 510 742 8880 310.715.2698 510.783.1010 707.433.9081 909.793.2357 949.551.2588 800.900.5282 949.724.9847 800.461.2900 Diedrich Coffee Inc.-CA 949.260.1600 Strawhouse Organic Coffee Roaster 530.623.1990 South Coast Coffee 949.443.5113 Black Mountain Gold Coffee 800.487.8445 Java Stop Drive Thru and Roasting Co. 209.369.9381 It’s A Grind Coffee Franchise, LLC 562.594.5600 ECO Cafe & Los Pinos 562.961.3109 Groundwork Coffee Co. 323.930.3910 Mocha Kiss Coffee 323.512.9800 Village Coffee Roaster 323.665.7170 Antigua Traditional Roasters 323.539.2233 Bradford Coffee 323.268.2333 Amadeo’s Mist 323.258.3743 Mount Ararat Coffee 209.826.4961 Jesus Mountain Coffee 209.823.3121 Inland Empire Coffee Company 909.794.2255 Java Kai 866.528.2524 Kean Coffee 949.642.5326 The Supreme Bean Coffee Roasters 818.506.6020 Masterpiece Coffee 415.884.2990 Mr. Espresso 510.287.5200 Peerless Coffee & Tea Company 510.763.1763 Coffee Brothers, Inc. 909.930.6252 Badda Bean 916.410.0314 Coffee Roasters of Pasadena 626.564.9291 Dona Mireya Estate Green Coffee 626.564.9488 Jones Coffee Roasters 800.729.8114 Gold Rush Coffee 707.629.3460 Kona Ken’s Coffee 808.937.5367 Signature Coffee Co. 707.923.2661 CoffeeTec Roastery Development 650.556.1333 Catahoula Coffee Co. & Roastery 510.235.0525 Mountain Brew Roasters 909.867.4804 Java City 877.528.2289 Terranova Coffee Roasting Co., Inc. 916.929.1681 Beantrees Organic Coffee Co. Inc. 916.444.1164 The Earth’s Choice Organic Coffee Roaster Co. 619.235.0392 Cafe Moto 619.239.6686 Plantation Station Coffee Roasters 858.676.8306 Caffe Calabria 619.683.7787 Ritual Coffee Roasters 415.641.1024 Jeremiah’s Pick Coffee 877.537.3642 Capricorn Coffees, Inc. 415.621.8500 America’s Best Coffee 415.285.5556 Willow Tree Coffees 408.472.7086 Feral Rooster Roastery 831.623.9153 Roger’s Family Company 800.829.1300 Equator Estate Coffees & Teas, Inc. 800.809.7687 Java Jones CoffeeHouse 805.962.4721 Hair Raiser Coffee 866.972.4737 Caribbean Coffee Company 805.962.3201 Barefoot Coffee Roasters 408.248.4500 Apffels Coffee Co. 800.443.2252 Clean Foods, Inc. 805.933.3027 Limoneira Coffee & Tea Co. 866.321.8953 Ecco Caffe 707.525.9309 Loring Smart Roaster 707.526.7215
CA CA CA CA CA CA CA CA CA CA CA CA CA CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CT CT CT CT CT CT CT CT DE FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL GA GA GA GA GA GA GA GA GA GA GA GA GA GA GA GA HI HI HI HI HI HI HI HI HI HI HI HI HI HI HI HI HI HI IA IA IA IA IA IA IA IA IA ID ID ID ID ID ID
Sebastopol Sherman Oaks Sonora So. Lake Tahoe So. San Francisco Suisun Temecula Truckee Van Nuys Vernon Vista Walnut Creek Walnut Creek Berthoud Boulder Breckenridge Buena Vista Castle Rock Cedaredge Colorado Springs Colorado Springs Denver Denver Denver Denver Denver Denver Denver Denver Durango Englewood Fort Collins Grand Junction Minturn Salida Steamboat Springs thornton Thornton Branford goshen Hartford Lyme Newington Newington Old Saybrook Stamford Delaware City Apopka Boca Raton Cape Coral Clearwater Clearwater Clearwater Clearwater Coral Gables Coral Gables Crestview Fernandina Beach Ft. Lauderdale Gainesville Hollywood Jacksonville Jacksonville Jacksonville Key West Key West Melbourne Miami Miami Miami N. Miami Beach Orlando Santa Rosa Beach Sarasota Sarasota South Miami St Augustine St. Cloud Tallahassee Tampa Tampa Tampa West Palm Beach Weston Alpharetta Americus Atlanta Atlanta Atlanta Atlanta Atlanta Decatur Duluth Gainsville Marietta Martinez Roswell Smyrna Stone Mountain Woodstock Captain Cook Captain Cook Captain Cook Hanapepe Holualoa Holualoa Holualoa Honolulu Honolulu Kahului, Maui Kailua-Kona Kailua-Kona Kailua-Kona Kauai Kealakekua Kealakekua, Kona Kualapuu Puunene Ames Cedar Rapids Des Moines Des Moines Hiawatha Jewell McGregor Pella Urbandale Boise Boise Boise Boise Boise Coeur d’ Alene
Taylor Maid Farms LLC The Coffee Roaster Sonora Gold Coffee Roasters Alpen Sierra Coffee Roasting Co. Mountanos Brothers Coffee Co. Bay Area Coffee, Inc. Cafe Bravo Coffee Roasting Co. Truckee Coffee Roasters Moonlight Coffee F. Gaviña & Sons, Inc. Adore Espresso Kerry Laird Pacific Bay Coffee Co. & Micro-Roastery Devils Backbone Coffee Roasters Brewing Market Coffee Breckenridge Coffee Roasters Bongo Billy’s High Country Coffees Crow Foot Valley Coffee Coldwater Coffee & Tea Co. High Rise Coffee Roasters Firedance Coffee Co Boyer Coffee Company, Inc. Scottish Roaster Dazbog Coffee Company Cafe Novo Coffee Roasters, LLC Cafe Cartago The Scottish Roaster, LLC Purewater Dynamics, Inc. Kaladi Coffee Durango Coffee Company Mountain State Golden Roast, LLC Cafe Richesse Colorado Legacy Coffee Vail Mountain Coffee & Tea Cowgirl Coffee Company Steamboat Coffee Roasters Allegro Coffee Co Allegro Coffee Willoughby’s Coffee & Tea coffee-tea-etc,llc Baronet Coffee Inc. Ashlawn Farm Coffee Inter-Continental Imports Co, Inc. Omar Coffee Co., Inc. Barrie House Coffee & Tea Co. Raus Coffee Co Delaware City Coffee Company Z-Coffee Corporation 30 West Gourmet Coffee Java Gold Gourmet Coffee Roasters Cinnamon Bay Coffee Roasters Ambex Coffee Roasters, inc. Cinnamon Bay Coffee Roastery Melitta Usa, Inc. Cafe Bom Dia The Matche Group Greenbrier Coffee Roasters & Tea Imports Latitudes Coffee Roasters & Tea Merchants Amber Products Limited Sweetwater Organic Coffee Co. San Giorgio Coffee Wandana International Coffee & Tea, Inc. Martin Coffee Co. Condaxis Coffee & Tea, Inc. Island Joe’s Coffee Baby’s Place Coffee Bar, Inc. Carmo Specialty Coffee Cafe Don Pablo Bebidas y Alimentos S.A. (BASA) Colonial Coffee Roasters, Inc. Custom House Coffee Roasters First Roasters of Central Florida Amavida Coffee and Trading Co. Latitude 23.5 Coffee & Tea One World Coffee and Tea Abecafe Plantations LLC Mystic Bean Coffee Company Beanerz Coffee Javaheads Coffee & Roasters Strategic Equipment and Supply Corp. Valrico Bros. Coffee Co. Joffrey’s Coffee Steve Dunefsky Veronica Solorzano Queensport Coffee Cafe Campesino, Inc. Partners Coffee Company Atlanta Coffee Roasters JavaJoe Java Co. Imported Restaurant Specialites Martinez Fine Coffees Atlanta Coffee & Tea Company Coffee Coffee Coffee!!!, Inc. St. Ives Coffee Roasters, Inc. Rona Inc Abbi’s Coffee Mill & Roastery Viazza Coffee Atlanta Coffee Supply Group Stone Mountain Coffee Roasters Zambia Coffee Growers Association Kena Pure Kona Coffee Koa Coffee Plantation Hoku Lani, Inc. Lappert’s Coffee Sugai Kona Coffee Tiare Lani Coffee, Inc. Buddha’s Cup Coffee Hawaii Coffee Roasters Hawaii Coffee Company Maui Coffee Roasters Kona Brothers Coffee Roasting Inc. Hula Bean Coffee Inc. Mountain Thunder Coffee/Plantation Int’l Inc. Kauai Coffee Co. Greenwell Farms Inc. Kona Joe Coffee LLC Coffees of Hawaii Maui Oma Coffee Roasting Co., Inc. Burgie’s Espresso Café L & L Coffee Co US Roasterie Coffee Concern Inc. Zanzibar’s Coffee Adventure Roasters Coffee House Coffee Gems Roastery McGregor Coffee Roasters Fireside Coffee Co Friedrichs Coffee Treasure Valley Coffee, Inc. Dawson Taylor Coffee Roasters Treasure Valley Coffee/The Roastere Dawson Taylor Coffee Roasters Treasure Valley Coffee/The Roastere Cafe Avion
707.824.9110 818.905.9719 209.589.9368 530.541.1053 800.624.7031 707.864.6264 951.491.7790 530.587.2583 818.785.5582 800.428.4627 800.570.9010 707.751.0871 707.751.0871 866.776.5288 303.447.9523 970.453.5353 719.395.4991 303.814.0999 970.856.4225 719.633.1833 719.577.4398 800.452.5282 303.922.3104 303.892.9999 303.295.7678 303.297.1212 303.922.3104 303.922.4383 720.570.2166 800.748.2275 303.868.4454 970.484.1979 866.344.6558 970.827.4008 719.539.4337 970.879.4276 303-920-5400 303.444.4844 800.388.8400 860.491.9920 860.527.7253 860.434.3636 860.665.1101 860.667.8889 860.388.3605 203.322.5809 302.832.3303 604.465.7323 561.367.0405 800.381.1752 727.466.9200 727.442.2727 727.441.8672 888.635.4882 888.470.8010 786.303.8888 904.807.8013 904.277.8081 876.905.0112 352.372.8342 888.253.6881 904.992.4596 904.355.9661 904.356.5330 305.294.1190 305.744.9866 321.298.0805 305.249.5628 504.551.6909 305.634.1843 888.563.5282 407.839.1881 850.376.1650 877.260.9212 941.400.2160 305.669.9014 904.669.7610 407.319.0312 850.350.3725 813.873.2402 866.792.3267 813.250.0404 914.934.1100 954.384.8940 800.747.1984 229.924.2468 404.344.5282 404.636.1038 678.315.5717 404.325.0585 800.642.5282 770.981.6774 678.473.1400 770.287.3200 770.421.9600 706.651.9111 770.664.5176 404.799.7774 770.469.2225 800.803.7774 808.328.0111 808.328.8803 808.328.9910 808.335.6121 808.322.7717 808.324.1495 808.322.6712 808.839.3219 808.847.3600 808.877.2877 808.331.0800 808.329.6152 808.325.2136 808.335.3440 808.323.2862 808.322.2100 808.567.9490 808.871.8664 515.203.6159 319.361.4787 515.243.4409 515.244.7694 319.393.6001 515.827.5920 563.873.3563 641.628.9052 888.612.5050 208.377.8488 208.830.0889 208.377.9203 208.830.0889 208.377.9203 877.432.7890
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McCall Coffee Roasters McCall Coffee Roasters Red Finn Roaster Purple Bean Coffee Co. Monarch Coffee Inc. Stan Carpenter Account The Great American Coffee Co. Moon Monkey Coffee Company Columbia Street Roastery Metropolis Coffee Co Chicagoland Beverage Company Intelligentsia Coffee Roasters & Tea Blenders Julius Meinl Specialty Coffee Retailer Kraft Foods Mother Parkers Tea and Coffee Sara Lee Foodservice Goshen Coffee Company Casteel Coffee Cafe Navilu Hearthware Home Products Inc. Hearthware Home Products Inc Coffeemaria Chicago Coffee Roastery, Inc. The Great American Coffee Co PACTIV Corp JavaMania Coffee Roastery Inc. Java Mania Sidestreet Coffee Roastery Coffee Fresh, Inc. South Chicago Coffee Kingdom Coffees Inc Blue Otter Coffee La Capannina Coffee Rock River Coffee Company Guiltless Chocolate Café Fratelli Coffee Co. Coffee Masters, Inc. Just Beans Coffee Co. Da Vinci Coffee House Link’s Sweet Bean Chazzano Corp Bear Creek Coffee Quarrymen Coffee Roasting Co Far-North Coffee Crazy Sisters Coffee Roasters Three Rivers Coffee Co. Jameson Coffee Julian Coffee Roasters Stanton Coffee Roasters & Tea Tim Stanton Hubbards and Cravens Harvest Cafe Coffee Roasters Hubbard & Cravens Coffee Co Alliance World Coffees Noble Coffee & Tea Lifestyles Old Canal Coffee Roasters Z’s Divine Espresso, Inc. Danisco USA, Inc. Cardona Coffee Corsair Handrafted Coffees Corsair Coffee Roasters Riffel’s Coffee Co. john conti Coffee Co. Consumer’s Choice Coffee Heine Brothers Coffee Southern Heritage Coffee Co. Community Coffee Company, L.L.C. River Road Coffee, Ltd. New Orleans Coffee Works Coffee Roasters of New Orleans Cane River Roasters American Coffee Co. TheArtofCoffee.org Jelks Coffee Company, Inc. Terroir Coffee Dunkin’ Brands Galapagos Coffee Roasters Indigo Coffee Roasters Red Barn Coffee Roasters Barrington Coffee Roasting Co., Inc. New England Coffee Co Cape Cod Coffee Roasters Nantucket Coffee Roasters Armeno Coffee Roasters Coffeelands Landmine Trust Bean Town Coffee Roasters Caffé Pronto Coffee Roastery Kicks & Coffee Orinoco Coffee & Tea, Ltd. The Cosmic Bean Coffee Company Mayorga Coffee Roasters, Inc. Benbow’s Coffee Roasters Wicked Joe Carpe Diem Coffee Roasting Co. Coffee By Design, Inc. Rock City Coffee Roasters Zingermans Coffee Roaster Amazing Beans Coffee Roasters Tokomak Java Roasters of Brighton The Evelyn Bay Coffee Company, Ltd. The Coffee Beanery Shadrach, Meshach & ABeanToGo Schuil Coffee Beanbin Coffees Ferris Coffee & Nut Co. Fool.of.Beans Jackson Coffee Company Water Street Coffee Joint Higher Grounds Trading Co. Rudy Baggs Coffee Roasting Co Paramount Coffee Company Cherry Country Coffee Roasters LLC Magnum Coffee Magnum Coffee Roastery Little Moutain Enterprises Coffee Barrel Coffee Express Co. 8th Day Coffee LLC Great Lakes Chocolates & Coffee Co. Enchantment Coffee The Ugly Mug Café & Roastery Gourmet Coffee Roasters Java Master Beanstro Specialty Coffee Roasters Perk & Brew Corp Paradise Roasters Roastery 7 Custom Roasting, Inc. Asplund Coffee LLC Alakef Coffee Roasters, Inc.
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208.634.3249 208.634.3249 208.883.5593 208.467.5533 208.265.9382 630.860.6046 815.929.1230 815.304.1922 217.352.9713 773.764.0400 312.455.1955 312.563.0023 773.883.1862 832.444.7675 847.734.2871 630.724.1205 800.682.7272 618.659.0571 847.424.9999 866.339.1004 888.689.2831 847.775.8123 630.768.2043 847.669.1156 815.693.9443 847.482.2700 888.280.5282 815.885.4661 309.454.4003 847.578.0772 708 228.0873 815.609.7241 312.327.1970 708.453.5840 815.874.9570 815.713.7296 847.671.7300 800.334.6485 309.219.2326 815.383.8500 847.920.9260 847.370.4021 317.272.1446 812.824.6747 208.267.5547 260.435.1300 260.469.2233 800.694.9559 317.247.4208 866.280.1230 317.280.1230 317.251.3198 317.585.9162 317.251.3198 765.282.1004 317.773.0339 219.464.9167 260.969.8659 785.842.7651 913.764.8100 785.862.1680 316.729.4949 316.941.9995 316.269.4222 502.499.8600 502.968.4151 502.456.5108 727.573.0101 225.368.4544 225.751.2633 866.766.6629 800.344.7922 318.354.7747 504.581.7234 318.347.3205 800.235.7361 866.444.5282 781.737.3000 413.593.8877 800.447.5450 508.435.5333 800.528.0998 781.844.3566 508.477.2400 508.228.6862 508.393.2821 800.325.3008 617.818.5926 410.626.0011 443.278.3679 301.953.1200 410.370.1782 301.315.8093 207.288.2552 207.725.1025 207.676.2233 207.879.2233 207.594.5688 734.929.6060 734.794.7102 248.670.4290 810.844.0085 800.216.7617 888.385.2326 248.819.7780 616.956.6815 616.617.6759 616.459.6257 616.334.8597 517.990.6770 269.373.2840 877.825.2262 517.886.3704 800.968.1222 231.228.2002 616.837.0333 616.837.0333 636.262.8566 517.349.3888 734.459.4900 269.470.1130 269.651.7677 734.945.4037 734.484.4684 248.669.1060 248.669.1060 866.239.1212 734.484.1375 877.229.6336 877.884.7463 763.682.4604 763.682.6633 218.724.6849
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European Roasterie, Inc. Caribou Coffee Company, Inc. The Roastery, Inc. Bull Run Roasting B & W Specialty Coffee Co. Midnight Roastery JavaLogica Corp White Rock Coffee Roasters Tom Becklund Coffee The Roasterie Parisi Artisan Roasters The Roasterie, inc. Broadway Café & Roasting Dominic Coffee Puddin’ Head Coffee Oaxacafe Coffee Company Tesoros Del Sol Ronocco Roasters Chauvin Coffee Corp. Ronnoco Coffee Co. Mid-America Coffee Kaldi’s Coffee Roasting Co Live Oak Coffee Company Cups an Espresso Cafe Rock Creek Coffee Roasters City Brew Coffee & Cool River Roasters Beartooth Coffee Roasters Rocky Mountain Roasting Co. Cool Beans Coffee Pub Morning Light Coffee Montana Roastery Group Inc. FireTower Coffee House & Roasters Fieldheads Coffee Company Fieldhead’s Coffee Co Hunter Bay Coffee Roasters, Inc. Liquid Planet Bitterroot Coffee Roaster Morning Glory Coffee & Tea inc. Cactus Creek Coffee Roaster Carrboro Coffee Company Kenya Fair Traders Mr. Toad’s Coffeehouse & Roasters Dilworth Coffee S&D Coffee Inc Counter Culture Coffee, Inc. Broad Street Coffee Roasters Carolina Coffee Roasting Company Java Estate Roastery, Inc. Joe VanGogh Stockton Graham & Co. Larry’s Beans Inc. Eighth Sin Coffee Company Tradewinds Coffee Co., Inc. Relative Roasters Port City Roasting Co. Kaldi Gourmet Coffee Roasters Port City Java Coffee Houses and Roastery Cape Fear Roasters, LLC Krispy Kreme Coffee Company MoJo Roast, Inc. Harvest Roasting The Mill Coffee and Tea Midwest Custom Roasting Pear’s Coffee A&E Custom Coffee Roastery Granite Ledge Coffee The Black Bear Micro Roastery Piscataqua Coffee Roasting Co. Java Tree Gourmet Coffees, Inc. Two Loons Coffee Coffees and Teas of Yesteryear MG Coffee Corim Coffee Caffe Bristot/Procaffe USA Talk N’ Coffee Davan Espresso, Inc. Oro Caffe’ Nashville Coffee Company, Inc Kobricks Coffee Co. Rojo’s Roastery Moon Doggie Coffee Roasters Crescent Moon Coffee Raosters Kaffe Magnum Opus, Inc. The Law Coffee Company Coffee Roasters, Inc. Lacas Coffee Co Orpha’s Coffee Shop World Of Coffee Coffee Bean Direct New Mexico Coffee Co. Flying Star Cafe, Inc./Satellite Coffee New Mexico Pinon Coffee Milagro Coffee y Espresso, Inc. Rio Grande Coffee Roasters, Inc. The Whole Bean Coffee Roasters of Las Vegas Organic Planet Coffee & Tea Keoki’s Donkey Bean Coffee Co. Red Rock Coffee Roasters Wood-Fire Roasted Coffee Co. Agtron, Inc. Comstock Coffee Roasters Java Joe’s Roasting Co., Inc. Parkside Coffee Café La Semeuse Gillies Coffee Co. Coffee Holding Co. Hena Coffee Cup for Education McCullagh Coffee gimme! coffee Monkey Joe Roasting Co. Inc. White Coffee Corp. Fresh Direct Eldorado Coffee Ltd. 7-Eleven Inc. Shamballa Cafe & Coffee Roasters David’s Bagels & Coffee Roasters Irving Farm Coffee Company Nespresso LavAzza Colombian Coffee Federation, Inc. Longo Coffee & Tea R. P. Coffee Ventures Gallo D’Oro Enterprises, Inc Hudson Valley Coffee Roasters, Inc. B. K. Associates International Premium Coffee Roasters, Inc. Dallis Bros. Coffee Canaltown Coffee Roasters Todd Good Empire Coffee Co. Inc. Waterfront Roasters
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April 2007
CoffeeTalk
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J.B. Peel Coffee & Tea Company 845.758.1792 Spin Caffe Coffee Roasters 585.506.9550 illy Caffe North America, Inc. 800.872.4559 Cafe Kubal Coffee Roasters 315.278.2812 Paul De Lima Co., Inc. 315.699.5282 Coffee Labs Roasters 914.332.1479 Grafton Hills Coffee Roasters, Inc. 518.686.3336 Hampton Coffee Company 631.726.2633 Shock Coffee 888.337.4625 Barrie House Gourmet Coffee 800.876.2233 Susan’s Coffee & Tea 330.733.3444 Angel Falls Coffee Company 330.376.5282 Red Cedar Coffee Co., LLC 440.260.7509 Caruso’s Coffee 440.546.0901 P&G 513.983.1000 William Cortner 513.983.4801 Chuckroast Coffee Company 513.470.0594 Coffee Break Roasting Company 513.841.1100 The Folger Coffee Company 513.983.1100 Chix Fon Alley Roasterie 513.541.0481 Luckman Coffee Company Inc 513.231.1040 Millstone Coffee, Inc. 513.634.6624 Berardi’s Fresh Roast, Inc. 800.876.9109 Crimson Cup Coffee & Tea 888.800.9224 Scottie Mac Bean Roastery, Inc. Stauf’s Coffee Roasters/Cup O’ Joe 800.778.2837 Seven Hills Coffee Company 513.489.5220 Four Oaks Coffee Co. 859.801.4895 Rosta’s Roast 330.863.1726 Hemisphere Coffee Roasters 937.834.3007 Hocking Hills Roasters, Inc. 740.994.0454 Drake’s Fine Coffee Roasting 419.882.0800 Flying Rhino Coffee & Chocolate 419.244.6100 Boston Stoker 937.890.6401 Red Rambler Coffees 419.335.2000 A Coffee Affair L.L.C. 513.759.2200 Queen City Coffee Company 800.487.7460 Those Guys Coffee, LLC 405.922.4576 US Roaster Corp./Roasters Exchange 405.232.1223 Neighbors Coffee 800.299.9016 Prima 405.525.0006 Allann Bros. Coffee Co., Inc. 541.812.8000 Noble Coffee Roasting 541.535.6825 Uncle Bob’s Coffee 541.523.2128 Rayjen Coffee Company 541.347.4065 Mellelo Coffee Roasters 541.779.9884 Reedsport Coffeehouse & Roasters 503.630.3024 Full City Coffee Roasters 541.344.4829 Viridian Coffee Roasters 541.607.2792 Cafe Mam/Royal Blue Organics 888.223.3626 Rogue River Coffee Co. 541.474.2200 Pacific Rim Coffee Roasters 541.387.2326 Pacific Rim Coffee Roasters 541.387.2326 Motley Brew Coffee Company 541.432.2326 Caravan Coffee 503.538.7365 Conerstone Coffee Roasters Oregon Coffee Roaster, Inc. 503.647.5102 Dark Canyon Coffee Roasters 541.276.2242 Coffee Bean International 503.227.4490 Great Coffees of America 503.223.0033 K&F Select Fine Coffees 800.558.7788 Nossa Familia Coffee 800.525.1610 Stumptown Coffee Roasters 503.740.4480 Bridgetown Coffee Company 503.224.3330 Portland Roasting 800.949.3898 Kobos Coffee Company 503.222.2302.EX 25 Boyd Coffee Company 800.545.4077 Ristretto Roasters 503.281.4234 Porcelli Roasters 503.866.8977 Governor’s Cup Coffee Roasters 503.581.9675 McKenzie River Roasting 541.746.5791 Main Line Coffee Roasters 610.642.3066 Beans, Inc 570.575.6500 Claddagh Coffee Company 610.416.1534 Maca Cohveca, Inc. 877.COHVECA Summer House Coffee Roasters 814.432.5959 Wolf Creek Coffee Company 412.266.4360 The Harbour Coffee Co. 717.534.2439 Lancaster County Coffee Roasters 717.392.2080 College Coffee Roasters 717.293.0605 Bucks County Coffee.com 215.741.1855 Cafe Latte 570.546.6501 Ellis Coffee Company 215.537.9500 Blue Water Coffee 215.848.3498 La Colombe Torrefaction 215.426.2011 The Reading Coffee Roasters 610.373.7323 Electric City Roasting Co. 570.499.5739 Arbuckle Coffee Co. Inc. 412.653.8378 Morning Star Coffee 888.854.2233 The Coffee Tree Roasters 412.326.0075 Hacienda San Pedro 787.828.2083 Hottop USA 401.497.1008 Autocrat Coffee and Extracts 401.333.3300 Custom House Coffee 401.842.0008 Ocean Coffee Roasters 800.598.5282 Excellent Coffee Company 401.724.6393 Coffee Exchange 401.273.1198 New Harvest Coffee Roasters 401.438.1999 Iron Brew Coffee Co. 888.448.1441 Turtle Creek Coffee 803.419.2020 Charleston Coffee Roasters, Inc 843.971.2060 Orangeburg Coffee Roasters 803.536.9684 Leopard Forest Coffee Company 864.834.5500 Dry Creek Coffee 605.209.4999 Bully Blends Coffee & Tea Shop 605.342.3559 Dark Canyon Coffee Co. 605.394.9090 Prairie Brew Coffee Co. 605.362.0757 Greyfriar’s Coffee, Rarecoffee.com 423.400.8929 Stone Cup Roasting 888.698.4404 Bluff View Art District, Inc. 423.265.5033 The Chattanooga Coffee Company 423.624.4999 Summit Coffee Company 615.391.5493 Goodson Bros Coffee Company, Inc. 800.737.1519 Vienna Coffee Company 865.681.0517 Vienna Coffee Company, LLC 865.567.2058 Bongo Java Roasting Co. 615.777.2572 Gridge’s Coffee & Roasting Co. 931.525.3900 Addison Coffee Roasters 972.404.1145 Roasters Coffee 806.359.7099 Roasters Coffee & Tea Company 806.359.7099 Mawker Coffee 469.569.6718 Trianon The Coffee Place 512.328.4033 Mozart’s Coffee Roasters 512.698.5834 Coffee Traders, Inc 800.345.5282 Caffe Sanora 512.732.8300 Texas Coffee Traders 512.476.2279 Texas Coffee Co. 409.835.3434 Independence Coffee Co. 979.836.3322 Aah! Coffee 214.636.6790 Waterfall Gourmet Beverages 512.258.5281 Globex America 214.353.0328 Coffee Eiland 972.991.0100 The Daily Java 214.821.8818 El Paso Coffee Roasters, LLC 915.587.7526 Java Nights 469.682.5355 Rodak’s Custom Roasted Coffee 817.924.6821 Mother Parker’s Tea & Coffee Inc. 800.387.9398 Katz Coffee 713.864.3338 JavaVoo 713.974.1773 Red River Roasters 713.249.1613 Voyava Republic 713 579.4963 Segafredo Zanetti USA Inc./La San Marco 281.821.3717
TX TX TX TX TX TX TX TX TX TX TX UT UT UT VA VA VA VA VA VA VA VA VA VA VT VT VT VT WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA
Houston Houston Houston Lubbock Nacogdoches Oak Point San Angelo San Antonio Spring Tyler Tyler Logan Park City Salt Lake City Charlottesville Charlottesville Falls Church Lexington Luray Norfolk Orange Ruckersville Salem Stuart Bristol Burlington Waterbury Waterbury Bellevue Bellingham Bellingham Bonney Lake Burlington Burlington Camano Island Camano Island Camano Island Cle Elum Clinton Edmonds Ellensburg Everett Everett Everette Kennewick Kent Langley Leavenworth Leavenworth Longview Lynnwood Maple Valley Mt. Vernon Mukilteo Olympia Olympia Olympia Puyallup Puyallup Redmond Renton Richland Richland Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Shoreline Snohomish Spokane
Lola Savannah GP R. Dalton Coffee Co. Jumel Leasing Day Break Coffee Roasters Java Jack’s Coffee House Brand Fair Farms Coffee Roasters and Tea Co. DeCoty Coffee Co. Aspen Beverage Group Cuvee Coffee Roasting Company Distant Lands Coffee Roaster Coffee City USA Caffe Ibis Coffee Roasting Co Park City Coffee Roaster Millcreek Coffee Roasters Escalera Roasters Inc. Shenandoah Joe Coffee Roasters Beanetics Coffee Roasters Lexington Coffee Roasting Co. Kiariz Coffee Source First Colony Coffee & Tea Orange Roaster Mountain View Coffee Roasters Mill Mountain Coffee Honduras Coffee Company Vermont Coffee Company Speeder & Earl’s Inc. Vermont Artisan Coffee & Tea Green Mountain Coffee Roasters Attibassi Moka Joe Tony’s Coffees & Teas Dillanos Coffee Roasters Fidalgo Bay Coffee Sono Fresco/Coffee Roaster Camano Island Coffee Roasters Camano Island Coffee Roasters Black Dot Coffee/Hendrix Brother Coffee Pioneer Coffee Roasting Company Whidbey Coffee Company WP Coffee Co. D&M Coffee Company Vitos Trading Co Urban City Coffee Roasters Jousting Penguin Buzz Joy McCauley Coffee Roasters, LLC Mukilteo Coffee Roasters Alpine Coffee Roasters Leavenworth Coffee Roasters Guse Coffee Roasters Silver Cup Coffee Java! Java! Coffee Co. La Crema Roasting Company Mukilteo Coffee Co. King Coffee Ltd Batdorf & Bronson Coffee Roasters Olympia Coffee Roasting Co. Endicott Coffee Roasters Martin Henry Coffee Roasters Darryl’s Roasterie Java Trading Co. Steve A Stoneking Account Todd Lee Account Pangaea Coffee Inc DC3 Entertainment Fonte’ Coffee Roaster Visions Espresso Services Caffe’ D’Arte Caffe Luca Coffee Roasters CAFFE VITA Coffee Roasting Co. Caffe Umbria, Inc. Tully’s Coffee Zoka Coffee Roaster Starbucks Coffee Co Caffe Luca Victrola Coffee Roasters JC Roaster’s Co. Vivolo Coffee Roasters AAA Liquidating and Auction Service Inc. Victrola Coffee Roasters JC Roaster’s Co. Vivolo Coffee Roasters Pura Vida Coffee Seattle Gourmet Coffee Lowery & Co. Inc. Craven’s Coffee Company
WA WA WA WA WA WA WA WA WA WA WA WI WI WI WI WI WI WI WI WI WI WI WI WI WI WI WI WI WI WI WI WI WI WI WI WI WI WI WI WI WV WY WY WY
Spokane Sumner Sumner Tukwila Tumwater Tumwater University Place Vancouver Wenatchee Wenatchee Woodinville Appleton Beloit Cedarburg De Pere Eagle River Eagle River Green Bay Little Chute Lodi Madison Madison Madison Madison Madison Marinette Milwaukee Milwaukee Milwaukee Milwaukee Milwaukee Milwaukee Neenah Pepin Racine Sheboygan Sheboygan Sturgeon Bay Watertown Watertown Ellenboro Jackson Hole Laramie Sheridan
Thomas Hammer Coffee Roasters Dillanos Coffee Roasters Fox Hollow Coffee, Inc. Rainier Roaster Raven’s Brew Coffee-WA Dominic’s Coffee Co. Firehouse Coffee Company BJ’s Coffee Roasters Apple Hills Coffee Roasters Apple Hills Coffee Roasters Isle of Granelli Jacques Café The Broaster Company Cedarburg Coffee Roastery Seroogy’s Chocolates Northern Harvest Gift Baskets Cranberry Gift House/Eagle River Roaster La Java a Roasting House Victor Allen Coffee Lodi Coffee Roasters, Inc. Steep & Brew Coffee Ancora Coffee Roasters, Inc. Kaldi’s Best, LLC. Ancora Coffee Roasters Inc Johnson Brothers Coffee Roasters River Cities Coffee Roastery Wild Grove Roastery Alterra Coffee Roasters Anodyne Coffee Roasting Co Anodyne Coffee Roasting Company Alterra Coffee Roasters, Inc. Stone Creek Coffee Roasters Fox River Coffee Co Great River Roasters 2GYZ Coffee Co LLC Wild Carrot Cuisine LLC/Vida Coffee Wild Carrot Cuisine LLC Door County Coffee & Tea Co. Berres Brothers Coffee Berres Brothers Coffee Roasters Happy Trails Cafe Great Northern Coffee Co., Inc. Coal Creek Coffee Co. James Smith
713.222.9800 713.934.8234 713.516.8750 806.687.6887 936.560.3975 972.294.1266 915.655.5607 210.684.6363 866.688.6608 800.346.5459 888.583.9526 888.740.4777 435.701.1457 801.595.8646 434.971.3842 434.295.4563 703.256.3117 800.322.6505 540.743.3280 757.622.2224 866.739.5282 434.985.1563 540.989.7749 877.466.3872 802.453.2776 802.660.3996 866.882.7876 800.545.2326 425.957.1725 360.714.1953 360.733.6319 253.863.0595 360.757.8818 360.757.2800 360.387.7493 360.722.7453 877.262.3706 509.674.4100 360.331.8121 206.777.1600 800.264.5282 425.258.4361 866.797.5282 877.278.0175 509.628.8300 253.859.4303 360.221.3092 509.548.3313 509.548.1428 360.425.8940 800.311.7275 425.432.2184 360.333.1035 425.348.9692 360.943.2646 800.955.5282 360.753.0066 888.520.BEAN 253.848.6427 425.788.6743 425.917.2920 509.943.3753 509.366.5219 206.226.5012 206.622.0490 888.783.6683 206.623.6709 800.999.5334 206.575.2720 206.709.4440 206.762.5300 206.233.2070 206.217.5519 206.318.6937 206.575.2720 206.325.6520 206.244.2448 206.547.0097 206.246.7253 206.325.6520 206.244.2448 206.547.0097 877.469.1431 206.417.5599 360.668.4545 509.747.6424 800.214.BEAN 509.535.4806 800.234.5282 253.891.0500 800.917.2836 866.759.9036 253.606.4134 503.357.1195 509.741.9900 509.741.9900 425.487.6824 920.707.4896 800.365.8278 262.375.4321 920.336.1383 715.479.3995 920.662.0500 920.788.1252 800-876-1986 608.255.2900 608.252.9700 608.255.2900 715.735.6032 414.807.3699 414.765.9873 414.489.0765 414.276.8081 414.273.3747 414.270.1008 920.720.0066 800.984.5282 262.553.9038 920.207.7672 920.207.7672 800.856.6613 920.261.6554 920.261.6158 304.869.3635 800.216.5323 800.838.7737 307.672.1744
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S&D Coffee launches updated Buffalo & Spring™ web site
Correction
In a newsbyte last month announcing the introduction of Keiko Green Tea Chocolates, their website was incorrect. The correct website for Keiko Green Tea Chocolates is www.keiko-tea.us. We apologize for the error.
Dallis Coffee Sold to Brazilian Investor Group, Octávio Specialty Coffees Dallis Coffee of Ozone Park, NY was acquired yesterday by Octávio Specialty Coffees of Sao Paulo Brazil, who will continue to operate the business at its current location and under the Dallis Coffee name through their subsidiary, Octavio, Inc. Dallis Bros. was founded in 1913 by Abe and Morris Dallis and was managed until the sale by third generation owner David Dallis. Mr. Dallis will continue with the business as a consultant and advisor. Dallis Coffee currently serves the New York and Washington DC markets directly and ships its roasted coffees to 35 states and 12 countries. David Dallis served as President of the Specialty Coffee Association of America from 1994 to 1995 and was awarded the Outstanding Contributions to the Industry Award by the SCAA in 2004. Mr. Dallis currently sits on the Board of Directors of the National Coffee Association. For more information, please contact Dallis Coffee directly at (718) 845-3010, ext 211.
Queen of Coffee hails from Southern California Heather Perry of Coffee Klatch Roasting defended her title as “Best Barista in the West” for the fourth straight year at the Western Regional Barista Championships held in Petaluma CA, March 16-18. Heather partnered with fellow co-worker and coffee roaster Nick Griffith to create a special competition espresso blend specifically for this event. Heather chose to use the same hand crafted espresso blend for her signature drink, “Espresso tre la Novela,” which translates from Italian to: “Espresso in the Clouds.” The judges loved the drinkable dessert and can’t wait to see Nick at the United States Barista Championships to be held in conjunction with the Specialty Coffee Convention in May. According to Nick, the Blend will
be available on-line and at all Coffee Klatch locations while he and Heather practice for the United States Championships. For more information contact Mike at 1-877-455-2824 (877- 4 KLATCH) or mike@klatchroasting.com.
Ted Lingle Awarded Bwana Kahawa Lifetime Achievement Award by the Eastern African Fine Coffees Association Ted Lingle, Executive Director for the Coffee Quality Institute (CQI) was awarded the Bwana Kahawa Lifetime Achievement Award by the Eastern African Fine Coffees Association (EAFCA) at the 4th Annual EAFCA Conference held in Addis Ababa, Ethiopia. The EAFCA Board of Directors honored Ted based on his role in the specialty coffee movement, his support of EAFCA, and his commitment to both the Specialty Coffee Association of America (SCAA) and the CQI. In his acceptance speech, Ted commended the group saying, “I hope that in my new role, as Executive Director for CQI, I can be a part of that future as well. Quality is the answer. Through quality, we can improve the value of coffee and the lives of the people who produce it.”
Hoffman retains UKBC title The UK Barista Championship 2007 came to an exciting end on Sunday 18th of March at the IFE at the Excel Centre Docklands with James Hoffman of La Spaziale once again wowing the judges and taking the much coveted title. James’s high standards in both the technical and sensory areas were matched by his signature drink, using a centrifuge to extract doughnut flavoured “milk” to combine with espresso – as we have said previously, creativity was high! All thoughts now turn to the Caffé Culture Show on 22nd & 23rd May where the SCAE UK will be organising a series of workshops and lectures.
National coffee and tea manufacturer S&D Coffee, Inc. announced the re-launch of their Buffalo & Spring™ Coffees of Distinction Line Web site with expanded content, www.buffaloandspring.com. The updated Web site includes a “Coffee Sommelier” section to help users pair their dessert offerings with the right Buffalo & Spring coffee to bring out the best flavor in both coffee and dessert. For more information on S&D Coffee, please visit www.sndcoffee.com, or for Buffalo & Spring™, visit www.buffaloandspring.com.
FETCO® launches updated www.FETCO.com FETCO® announced the launch of their newly redesigned web site at www.FETCO.com. “The site has a contemporary design with improved navigation to provide a content-rich environment that is easy to use, search and download information.” said Karalynn McDermott, Vice President of Marketing and Sales for FETCO®. “The web site’s new features include a Quick Search that lets users find our Service Directory, components information and product details efficiently plus we’ve add updated brochures and a photo gallery with product images that are easy to download.” Designed specifically to be a resource center for technical support, the new site features an expanded area for technical guides, references, drawings, training videos, and service guides.
X Café LLC obtains Halal certification X Café recently obtained Halal Certification, a dietary standard for Muslims. Halal is an Arabic word meaning ‘lawful’ or ‘permitted.’ The Certification requires a qualified independent third party to supervise the production of consumables, attesting that they were produced in conformance with the Standards of Halal. The Islamic Food and Nutrition Council of America (IFANCA), a non-profit Islamic organization dedicated to the promotion of Halal Food, has developed a documented procedure that is consistent with HACCP and other quality assurance standards. The certification requires the review of a company’s HACCP, Good Manufacturing Practices, Sanitation and Operating Procedures, Shipments and Records. X Café’s corporate office is located in Princeton, Mass., and can be reached at 877-492-2331 or by visiting www.x-café.com.
Ultimate Barista Ryan Dennhardt and Ultimate Barista Heather Perry triumph The Ultimate Barista Challenge® USA, a competitive coffee and espresso event designed to showcase talented barista, creative espresso beverages, delicious brewed coffee, entertain and educate brewed its way to the top at the International Restaurant and Foodservice Show of New York. with 18,000 attendees. Ron Mathews, Event Director, International Restaurant & Foodservice Show of NY comments “The Ultimate Barista Challenge was well received which was no surprise. The event brings an element of excitement to the show floor, increasing coffee awareness all around. The Ultimate Barista Challenge is the preeminent coffee and espresso showcase and we are proud to include them in all our shows.” Baristi, plural of barista, someone who expertly prepares espresso and coffee drinks, from New York, Maryland and Pennsylvania converged on the Jacob Javits Convention Center to take their turns in qualifying rounds of Latte Art, Espresso Cocktail, Espresso Frappe and Best of Brew to attain a position as “challenger.” Once secure as a challenger, the barista, selected one of two Ultimate Baristi, either Ryan Dennhardt, Barista’s Daily Grind, Nebraska or Heather Perry, Coffee Klatch, California, in a one on one face off, ala Iron Chef, of stiff competition in dueling portafilters, steamy milk pitchers and twirling tampers each vying for the title “Ultimate Barista”. Latte Art Challenger Barista Greg Suekoff, of Caffe Pronto in Annapolis, MD was the only challenger to successfully garner an Ultimate Barista medal during the three days of Challenges. Ultimate Barista Ryan Dennhardt, successfully defeated the challenger in Espresso Cocktail Challenge, with his espresso cocktail comprised of espresso, vodka, fresh apple essence and cream served in an adorned martini glass. For more information, please visit their website at www.ultimatebaristachallenge.com
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Improving Coffee and Changing Lives The Role of Coffee Corps in Strengthening the Supply Chain By Tracy Ging Developed in 2003 in response to the Coffee Crisis, Coffee Corps has become an established and integral part of the Coffee Quality Institute’s (CQI) model for sustainability. With a primary goal of increasing producer capability to grow and market to the specialty coffee industry, Coffee Corps naturally contributes to a robust supply chain that benefits not just the farmer but also the entire industry. Implicit in the programs’ goal, is the objective of helping small to medium farmers produce higher quality coffee and subsequently be rewarded for their efforts with higher remuneration. Often this remains a difficult concept to grasp, as it is unusual for an industry to work to increase the price of their inputs, but specialty roasters and retailers understand the necessity of helping ensure farmers earn enough to sustain their livelihoods and make investments in their futures. Otherwise, our industry may face supply shortages and everyone loses. Coffee Corps is unique in that it is literally the industry itself at work to ensure a prosperous future for us all. It is truly a win-win. About Coffee Corps Coffee Corps is a volunteer based program, matching industry experts with producers seeking technical assistance. As more and more volunteers complete assignments at origin, an increasing number of companies are recognizing the value of this unique program. By supporting assignments through direct investments and time contributions, there is an opportunity to give back while helping to build a sustainable supply of the type and quality of coffees needed in order for their businesses to succeed. Since its inception, Coffee Corps has provided direct assistance to more than 3000 farmers and other individuals working in the coffee industry. With an emphasis on training and education and “train the trainer” programs, many of these individuals have gone on to teach others in their communities; helping to expand Coffee Corps’ reach to tens of thousands of producers. Coffee Corps was initially developed with support of the United States Agency for International Development (USAID). The approach of USAID is to fund the first stages of a program with the ultimate goal of it living on its own. A significant measure of success is a program’s ability to continue and Coffee Corps is thriving with more assignments completed each month than ever before. Success Stories There are 168 Coffee Corps volunteers who have collectively logged more than 30,000 hours. With 136 assignments in 22 producing countries under its belt at the end of 2006, the impact of the program is evident in improved coffee quality and even more importantly, a greater focus and passion for quality in individuals throughout the value chain. An additional measure of success is present in the evolution of Coffee Corps from a beginning where there was a series of unrelated requests to its current state as a program with a well-developed infrastructure and focus on regional and national strategies for quality improvements and competitiveness. This strategic approach can be seen most clearly with Coffee Corps efforts in Eastern Africa, which have been some of the most significant in terms of the scope and scale of the work. Collaborating with the Eastern African Fine Coffees Association (EAFCA), CQI designed an extensive training program that has benefited thousands of coffee industry members in the ten countries represented by EAFCA. Additional examples of the impact of Coffee Corps include: Ethiopia Ethiopia is very important to the long-term quality improvement programs for Eastern Africa as well as the world. Holding the greatest diversity of coffee genetics in the world, Ethiopia is capable of providing a wide variety of quality coffees, many of which have yet to be discovered. Coffee Corps interventions in Ethiopia began through a partnership with ACDI/VOCA, a non-governmental organization (NGO) also working in the region. The work focused on coffee
processing, in particular on natural (unwashed) processing. This turned out to be a strategic advantage for Ethiopia that translated into increased sales and higher prices as well as becoming a marketable attribute utilized by leading roasters. Coffee Corps volunteers went on to provide training that led to the successful establishment of the eCAFE auction, which has enabled buyers to purchase small lots of exceptional coffees and more importantly identify quality producers. Work continues to expand quality knowledge deeper within the value chain. CQI will be assisting in the first Ethiopian barista competition as well as an open outcry auction. Coffee Corps volunteers on assignment in Ethiopia include Willem Boot, Jim Cleaves of Dunkin’ Brands, and Chris Hallien of Coffee Enterprises. Kenya Kenya has very high standards for their coffee and through Coffee Corps cupping training, they have integrated basic Specialty Coffee Association of America (SCAA) cupping protocols into their systems. Just as important, they have changed the coffee trading law, which enables them to differentiate specialty coffees and to sell coffee directly to the marketplace. CQI, The World Bank, EAFCA, the Central Bank of Kenya and industry members are currently in the process of developing a two-year program called the “Know Your Cup Road Show”, with the purpose of instituting quality training deeper throughout the Kenyan producing regions. Coffee Corps volunteers on assignment in Kenya include Peter Giuliano of Counter Culture Coffee, Duane Sorenson of Stumptown Coffee Roasters, and Geoff Watts of Intelligentsia Coffee & Tea. Rwanda Rwanda has become the poster child for what can be achieved in a developing coffee origin, even more remarkable in the wake of the country’s recent violent history. Coffee Corps has played an integral part in rebuilding Rwanda’s coffee industry after much of the knowledge and expertise had been literally wiped out in the genocide. Partnering with Michigan State University’s PEARL Project, Coffee Corps sent its largest group of volunteers to improving improve processing techniques and train cuppers on quality standards. These assignments not only helped Rwanda become more competitive in the world marketplace, but they served as the catalyst for a renewed industry interest in Rwandan coffees. These volunteers were among the first to start buying more coffees from the country and at premium prices. Coffee Corps volunteers on assignment in Rwanda include Mane Alves of Coffee Lab International, Lindsey Bolger of Green Mountain Coffee Roasters, Willem Boot of Coffee Consulting & Training, Peter Giuliano of Counter Culture Coffee, Steve Leach of Diedrich Coffee, Ric Rhinehart of Groundwork Coffee, Jeremy Torz of Union Coffee Roasters, Timothy Tulloch of The the European Roasterie, Bob Stephenson of Kavanaugh Coffee, and Geoff Watts of Intelligentsia Coffee & Tea. The Future With eleven new contractual partnerships and industry investments, Coffee Corps is slated for ongoing work in Colombia, Ethiopia, Kenya, Malawi, Mexico and regional Central America and Eastern Africa. These broader-based initiatives are positioning Coffee Corps as an even more significant partner to the industry. With an emphasis on quality and a proven model of effectiveness, Coffee Corps is serving a dual role of creating a sustainable supply of quality coffee for the industry and improving the lives of those who produce coffee. Coffee Corps has thus become a program that has tremendous value to the industry today, as well as helping to secure a prosperous future. CT
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Water
“Hey, it’s all about Money”
by Peter M. Guyer
By Ian M. Knapp
Cause Marketing Is it Right for Your Business? Companies large and small are linking their brand to a charitable organization or a worthy cause in hopes of raising brand awareness while simultaneously improving their company image. From autism to breast cancer, aids to human rights, it seems nearly every enterprise has a cause. Many for-profit enterprises – including coffee, beverage and food marketers – are embracing cause-related marketing. Is this a strategy you should employ for your business? Cause Marketing can be defined as “a commercial activity by which businesses and the wider community derive direct societal and commercial benefits through marketing led activity.” In other words, both the business and society prosper. Some of the benefits derived from cause marketing include: • Access to non-profit’s membership list • Joint branding opportunities • Celebrity testimonials and endorsements • Event participation • Increased consumer loyalty to the brand The key success factor in implementing a cause related marketing strategy is to apply all available resources to solving the problem at hand, and not on making a huge marketing splash. An appropriate and comprehensive answer to the problem has the potential to generate a higher ROI, sales leads and goodwill. Cause marketing will succeed if you choose a non-profit partner with a strong resemblance in goals, intentions and strategy. Both the business and the cause must be aligned. If not, then maintaining a high level of integrity is difficult. Integrity is very important because it enables both the business and the nonprofit cause to focus on their charitable or societal objectives and not in making good public relations or higher sales. Here are 10 steps to developing and implementing an effective cause marketing program: • You can’t fake concern; keep in mind that cause marketing is only worthwhile – and only effective – when your passion is sincere. Marketing gimmicks will backfire. • Choose your cause strategically. Search for a single charitable cause that you and your employees believe in, as well as one that helps advance your business objectives. For instance, a company may choose an educational cause to ensure it has a continuing pool of well-educated workers. Microsoft, for example, heavily supports education causes. Endangered Species Chocolate, which sources its cocoa beans in Nigeria, promotes its “ethically traded coffee.” A portion of their profits are returned to the farmers for school supplies and village water pumps. Other companies seek issues that align with their products, services or geographic service area. Others look for issues that resonate with niche audiences or that differentiate them in the marketplace. You may want to consider choosing an emerging issue. This way, your company will be a pioneer rather than just another in a list of companies. • Create a plan of action that targets real problems and brings benefit. • Perform due diligence. Once you have identified the cause, check out the individual charities involved in that cause just as you would any other strategic ally. Do they deserve your support? What is their public perception? Are they well run? What are their objectives, goals, successes and failures? Who are their executives and board members? Do they have any complaints lodged against them? How much of their money goes to salaries and overhead and how much actually gets to those it serves? Are they capable of helping you access intended target markets? • Establish Goals. Now that you have selected your charity, determine what it is you want to accomplish with your involvement from a business perspective. There are tangible and intangible goals you can reach through cause marketing. Set your goals and then determine what resources, both time and money, to budget for the cause. • Don’t be afraid of entering into a short-term cause-related marketing campaign if it makes sense for your business. In general, however, a long-term cause-related marketing campaign can give your brand more credibility. • Communicate. Develop a simple, direct and compelling message that not only explains the cause but the reason your company is involved. Then, promote the cause in customer mailings and in your advertising. Create joint events with your nonprofit partner to attract customers, prospects and media coverage. • Encourage employee participation in your campaign, as research shows that cause marketing’s success is tied directly to the enthusiasm of those working on it. • Remember, cause-related marketing is still about marketing. Keep your business objectives in mind and, even though you are working with a nonprofit, don’t neglect your bottom line. For example, many banks link their brands to the affordable housing cause. This makes good business sense, since banks offer home mortgages. They do well by doing good. • Walk the talk. Do not deviate from your original cause and principles. Maintain your integrity. Selecting and supporting the right cause for your company can build profit, brand equity, as well as employee and customer loyalty, while improving the world. Consumers are very sophisticated, however, and cannot be fooled by insincere marketing campaigns. Support a cause passionately and help it achieve its goals, and you too will be rewarded. CT Peter M. Guyer is the Founder and President of ATHENA MARKETING INTERNATIONAL (www.athenaintl.com), an international marketing, consulting and business development firm serving food and beverage manufacturers. Tel. (206) 749-9255.
Your water decisions will lead you to one place and that place is all about money. You have probably heard a lot of talk about water - water for brewing, ingredient water, recipe water and all the very expensive ways to get truly spectacular water for the best coffee, tea or beverage flavor profile. Well, yeah… those of us who spend a lot of time expecting to serve fabulous beverages are barraged by water equipment companies that have a vested interest in selling you a, what I like to call, “a water wall…an expensive water wall”. When I think of a good example of a wall, I enjoy visualizing The Great Wall of China! History buffs will know that the Great Wall was built as a defense against invaders. And how does this relate to water you might ask…well, let me explain, grasshopper! Water is not a global problem, water is a local problem. Water is a very aggressive solvent and can be the worst invader you will encounter in the world of beverages. Tame bad water, make it your friend not your enemy. You want water that will complement your flavor choices. So regardless of how many business units you operate your water issues will be specific to each single unit site. I know everyone would like one answer for his or her water choices however, that is impossible. The best answer? Let’s start with certain questions that can and should be asked before you make decisions for each site. Based on these questions you can learn what you really need. These questions are your defensive wall, like the Great Wall. First, ask all of your beverage equipment makers; what are the parameters for water for the best flavor profile and preservation of your beverage machineries integrity. Remember your beverage equipment is very expensive and the last thing you want to do is blow the warranty on a piece of valuable equipment. The company that sells you your beverage equipment is one of your strongest allies…they want you to be happy and serving exquisite drinks, not discussing chronic maintenance issues and serving you with big service bills. Second, call your local water authority and ask them for all the water science analysis of the potable water program where your business is, or will be, sited. Ask the water authority how often and when they change wellheads, ask them if they change the chemicals used seasonally because of rain, runoff or melting snow. If you do not understand, call the government water specialists and tell them your equipment parameters and they should be able to help you! Your expectation for excellent flavor is reflected in constant flavor decisions; great beans and roast, great machinery and knowledge, the best tea leaves and a need and a desire for clear ice. So should you include water knowledge in that process? Of course! Water knowledge can assist you in picking a site. If you have two sites with similar demographics pick the one with the best water! Be defensive about water, choose an independent lab, test your water for TDS, pH, chlorine and alkalinity, do this often, and test according to the information your local water authorities give you. The end result is that you may find you will need a simple carbon filter for the removal of excess chlorine or you may find you need more complex solutions. I always suggest that if you start feeling like you are getting overwhelmed with high dollar equipment quotes, hire an independent water consultant. Water consultants should get no commission for representing equipment. Water consultants have years of water science experience. Water science is not a new science; the answers to all problems are available. However, the equipment you require may include several companies’ equipment as there is no universal answer from any one water equipment company. Your water consultant will be able to connect you to the best service organization for your situation and do not be surprised if the service organization or service person is not affiliated to a water equipment company. Some of the biggest water equipment companies have no service organizations and rely on independent service specialists. So in fact, water consultants are your advocates and they will be your best defense in a complicated water situation. The water consultant who specializes in the beverage industry is your “Great Wall”. Don’t wait and end up fouling your machinery because you did not know about your water, get real answers about your water and save big money. CT
Ian Knapp is a water Consultant and Director of Intrusion Solutions, Inc., www.intrusol.com, and sponsors of the Ultimate Barista Challenge.
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by Lisa Olson
The Power of Direct Mail Q. What can you tell me about direct mail? We’re considering doing some mailers but aren’t sure how to get the most out of it. - John Keller, Santa Fe, New Mexico
If you send out 2000 letters and get 20 responses - you can predict with some certainty that if you send out 4000 letters (to the same group with the same mailer) you will get somewhere in the region of 40 responses. Consider if you change the offer, do a self-mailer instead of an envelope, etc. each can change how many people will respond. Far too many people spend a fortune on a glossy brochure, mail out 10,000 copies to a dodgy list, get a terrible result then say that direct mail did not work and blow their full budget. So always test your mailing on a small scale first. It needs to be small enough to be an amount of money you can afford to lose if it does not work out - but large enough to be able to hopefully generate at least enough responses to make it worthwhile. Any mailings you consider will fall into two categories: existing customers and potential new customers. You have a list of past and existing customers, so start by mailing to them first. This list becomes your database and therefore a goldmine of untapped profits. Using direct mail to attract new customers is an art and science in itself - and you may want to bring in outside help - but there are some fundamentals that you will want to follow. Test any direct mail campaign for new customers on a small scale before rolling it out. • Consider testing rented mailing lists relevant to your target group. There are thousands of highly accurate mailing lists that can be a great way of reaching new people. Tap into trade associations or businesses that have complimentary products. • Always include a letter with any brochure you send – typically it will increase the response rate. • Make sure that the contents of your mailing focus on the benefits of your product or service. You want it to be about your potential customer and what you can do for them rather than just being about you. • Do not limit direct mail to pure selling. You can use it to say ‘thank you’ to customers. You can use it to ask for referrals or to introduce your customers to a company you have partnered with. Newsletters are a great way to “touch” your customers. Just be sure you give fresh information, rich information, not a story about staff changes. • If you repeat a successful mailing three weeks later, you can expect a response rate around 50% of the original. • Test mailing postcards - they are cheaper than a normal mailing and in some cases will produce a higher response rate. If you follow up a mailing with a phone call you can increase the response rate by up to 1000% •
A. First let me dispel a couple myths and ways to avoid getting trapped by them and then I’ll give you eight fundamentals to guide you. Myth #1 - Direct mail does not work. This ingenious conclusion is arrived at by the fact that you and I throw most of the mail we receive in the recycling bin. The truth is that 90 out of 100 people may throw your mailing in the bin, but if five people glance at it, five more read it and one of those five buys from you - you may well have a highly profitable mailing. Big companies bombard you with mailings because they work. These companies have spent a fortune testing and fine-tuning their mailings - they know what works and what does not. It is true that a significant amount of direct mail does not work - and that tends to be the mailings conducted by people who just buy a list and send something out without really understanding whydirect mail works. Myth #2 - There is a magical percentage that you can expect to respond to your mailing. First of all, the price of what you are offering plays a significant factor. If you are selling CDs at $9.95, you will probably get a different response rate than if you are selling million dollar yachts. In that same vein, less expensive items usually require fewer touches in the sales process to make the sale than more expensive items that often require more touches and from different sources. Secondly, it is not the percentage response that counts - it is whether the mailing is profitable or not. Thirdly, and perhaps most importantly, nobody can ever predict the response from a direct mail campaign. This is why TESTING is absolutely imperative in direct mail. You should never embark on a direct mail campaign without testing it on a small scale first because 1) the beauty of direct mail is that it is statistically very predictable and 2) there are many variables that can be changed that will change response.
Direct mail is a huge subject - but these principles should help you get a start on your next campaign and avoid costly mistakes in the future. CT
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NewsBites
Continued from page 36
Big Train launches SerenoTM Organic Liquid Chai Big Train®, Inc. announced the launch of SerenoTM, a p r e m i u m organic liquid chai concentrate targeted towards the coffeehouse and foodservice segment. With a balanced blend of spices and tea, SerenoTM delivers the classic chai taste served both hot and over ice. The product will be offered nationwide in a 32 ounce Tetra Pak. The May 2007 Sereno organic chai concentrate launch will be supported with a integrated marketing program that includes national print advertising, point-of-purchase displays, an interactive Web site at www.serenochai.com, sampling programs and tradeshow exhibits. SerenoTM will launch its tradeshow sampling program at the 19th Annual SCAA Tradeshow Conference at the Long Beach Convention Center May 4 – 7, 2007. SerenoTM will be available by calling Big Train at 800-244-8724 or through your distributor.
IndependentCoffee.Org Stanton Coffee Roasters & Tea in Indianapolis announce the launch and development of the website IndependentCoffee.Org. The first fully focused website with forums directed specifically to help Independent Coffee Shops. IndependentCoffee.Org was created with the mission to promote communications between Independent Coffee Shop Owners on topics that affect us all – from finding the perfect cup to use in your café to how the ‘C’ Market affects the price of coffee. If you are interested in listening to the podcast or joining the IndependentCoffee.org forum go to the website and sign up. The forums are open for all to view but to post you must be a member
Sheldon Bass, CDC, retires Coffee Distributing Corp. of Garden City Park, New York announced today the retirement of Sheldon Bass, one of the firms sales managers. Mr. Bass, a Harvard University graduate, became a significant figure in the office coffee industry in 1988 when he was appointed President of Dell Coffee Service, a leading New York area OCS firm. He served as President of the National Coffee Service Association (since merged with NAMA). Mr. Bass was instrumental in introducing Flavia Beverage Systems to the U.S. market. CDC President Bob Friedman credits Bass with contributing invaluable advice, leadership and keeping order in a sometimes unruly sales department. He stated: “CDC has enjoyed tremendous growth over the past decade and we owe much of our success to the insights and leadership of Shel Bass. Everyone at CDC will miss him dearly.”
Culinary World at SCAA Annual Conference For the Specialty Coffee Association of America (SCAA), it’s a no-brainer that great restaurants need great coffee. But, from May 4 - 7, the SCAA will go beyond the basics and present the culinary world with valuable specialty coffee intelligence at SCAA’s 19th Annual Conference & Exhibition at the Long Beach Convention & Entertainment Center, Long Beach, Calif. As the specialty coffee industry’s premier conference, the event will take an in-depth, educational approach to coffee and its significant relationship with cuisine. The conference’s “Culinary Pathway” track will feature renowned food writers, authors and experts to help businesses succeed. Chefs, restaurateurs and food service professionals are invited to attend the conference and join SCAA, the world’s largest coffee trade association with member companies from over 40 countries.
Maestro™ and Maestro Plus™ grinders just got better Baratza™, LLC is happy to announce that the Maestro™ and Maestro Plus™ grinders along with the Virtuoso™ will be sold under the Baratza™ brand. The Maestro™ and Maestro Plus™ have been crowd pleasers since they were introduced in 2001 and 2003 respectively, and now they have been upgraded with many new features. The stylish design, conical burrs, and the ability to grind for any style of coffee will still be trademarks of these popular grinders.
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FG! NewsBites Primera Technology’s new LX400 Color Label Printer
by Jimmy Sneed
The Jean-Louis Palladin Foundation Most chefs can tell the difference between good and bad product. Surprisingly few can tell the difference between good and great. And that number seems to be shrinking, as evidenced by the amount of awful ingredients being sold by the big suppliers. Thus, this may be one of the most important columns I have written. It’s about the incredibly important bond between the producer and the chef. I learned my lesson early in the kitchen of Jean-Louis Palladin of Jean-Louis at Watergate, as purveyors paraded through the tiny kitchen.
One foraged for
mushrooms. Another grew micro greens and herbs before the industry knew what they were (he put each handful into a plastic bag and blew it up to form a protective
Print labels with Primera Technology’s new LX400 Color Label Printer. The LX400 inkjet prints full-color images and photos on labels. Print resolution is photo-quality at 4800 dpi and printed labels are waterproof and scratchproof! Many food service restaurants and shops are using the LX810 to print custom product labels for salads, water bottles, desserts, pasta and more.LX400 comes equipped with printer drivers for Windows and Macintosh along with label design software called NiceLabel SE, Primera Edition. Primera’s LX400 sells for just US$1495.00 (MSRP). For more information, contact Primera Technology; Phone: 800-797-2772, www.primeralabel.com.
bubble). Heart of palm was delivered in the form of logs. Scallops, still in the shell,
Hatco’s newest mini display warmer has magnetic appeal
were hand harvested by divers in Maine wearing those huge bell helmets. Foie gras was being produced in California, with Jean-Louis’ help, and squid ink became more important than the squid. Product was king and the producers were our heroes. Much of this you take for granted today, but in the early 80’s it was new, and exciting. From there the food supply has grown in two directions: There’s the really good, and the really bad. Sure, you can buy unbelievable artisanal cheeses but chances are good that your pizza is topped with imitation cheese product. You can have carrots that spent 80 nurturing days in the soil or you can have Chernobyl carrots that look like they should be cooked on a spit. And try finding a pungent truffle, even in France. Jean-Louis understood that the bond between producer and chef must be preserved. Whenever he came across a great product he would get on the phone and start calling other chefs, encouraging them to buy it. He wanted these great craftsmen to thrive.
Many purveyors today will tell you that Jean-Louis was
instrumental in their success. When he couldn’t find what he needed here he, um, finessed it. Ok, he smuggled it in: Ortolan by the suitcase full, feeding machines to help the ducks produce foie gras, and melon seeds that gave us what is now known as the Palladin melon. Jean-Louis died five years ago, but what he left behind is vital to fine dining. To make sure his legacy endures, friends and grateful chefs have formed the JeanLouis Palladin Foundation (www.jlpfoundation.org.). Its mission is to educate and inspire cooks to seek out the best product available. foundation offers internships with producers.
To accomplish this, the
Qualifying cooks are sent out for
Hatco® has introduced its Model MDW, a Mini Display Warmer with an attractive twist: Its three shelves are magnetically adjustable for horizontal and slanted display. This gives owners more flexibility in displaying products like sandwiches, cookies and croissants, scones, and muffins. The units are designed to draw attention and spur profits in convenience stores, coffee shops, restaurants, recreational facilities, and theme parks–anywhere with limited counterspace. For added visual appeal, an optional hood with backlit sign cutout can be rotated to face any side. The new Mini Display Warmer is available in 6 Designer colors on the top, posts, and bottom trim: Warm Red, Gray Granite, White Granite, Navy Blue, Hunter Green, and Black. For more information, contact Hatco Corporation at (800) 558-0607 or (414) 671-6350 or visit their web site at www.hatcocorp.com.
weeks at a time to learn about the foods that they may have taken for granted. Imagine what happens when an enthusiastic cook spends a month with John and Suky Jamison, raising some of the best lamb on the planet. How much do you think a cook can learn by spending months growing vegetables, organically, with Farmer Jones, or going out for two weeks at a time on a scallop boat? These cooks will return to their kitchen with an enthusiasm and knowledge of the product that cannot be taught in school. They will become lifelong proselytizers of great ingredients. This may very well be the cure in the battle against crap product. Jean-Louis forever changed how we view and respect that which the growers work so hard to produce. He was much more interested in finding a new ingredient than he was in winning awards. The Jean-Louis Palladin Foundation needs your help and support. By joining you will be part of the solution. Make a donation, hold a fund raiser. Nominate a cook for an internship, or apply for one yourself. Learn good from great and for god’s sake, do not accept mediocrity. CT
American Metalcraft offers a bit of the bubbly
American Metalcraft is expanding its Glacier line of colored glass bowls and platters to include some intricately designed platters that feature bubbled glass. Tinted an elegant green, each piece is truly a work of art and is designed to enhance all types of banquet tables and buffets. For more information on American Metalcraft’s new Glacier Bubble Glass Platters, contact American Metalcraft, 2074 George Street Melrose Park, IL 60160; (800)333-9133 www.amnow.com
Three promotions announced at Ventura Foods, LLC
Brea, CA Ventura Foods, LLC announces three promotions within their sales organization effective January, 2007. Brian Brintle has been promoted to Director Strategic Sales Development – National Accounts Department. Brian has been with Ventura for over 8 years and has worked in both distributor and operator sales. Pete Goldsberry and Don Meyer have each been promoted to Vice President – Corporate Chain Accounts, East and Central Regions, respectively. Mr. Goldsberry has been with Ventura for nine years and Mr. Meyer for eleven. Both have previously served as Marketing Business Development Manager as well as a Director of National Accounts in their regions.
Dannon® Company launches Danactive™ in foodservice
Following the successful launch of Activia® in 2006, The Dannon Company, Inc. announced today the introduction of DanActive to U.S. foodservice. The newest addition to Dannon’s line of probiotic cultured dairy products, DanActive helps to strengthen the body’s defenses when consumed daily. Available in Strawberry, Vanilla, Blueberry and Cranberry Raspberry, DanActive, is a 3.3 fl. oz. cultured dairy drink that can be enjoyed as part of a balanced breakfast or anytime throughout the day. For more information, please visit www.dannon.com.
Harmony® display cases fit through 36” door openings.
The new Harmony® series from Structural Concepts is a line of narrow—less than 34” deep—bakery merchandising display cases, designed to glide easily through standard door openings. The line includes refrigerated and non-refrigerated service cases. Harmony also offers combination cases with an innovative baffle system that converts refrigerated display areas to non-refrigerated, creating the ultimate in merchandising flexibility. For further information, please contact Structural Concepts at 888 Porter Road, Muskegon, MI 49441. Phone: 231-798-8888 or toll free 800-433-9489; fax: 231-798-4960. On the web: www.structuralconcepts.com.
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Advertiser Listing
SCAA Company ..................................Phone .................Web Page....................Page # .........Booth# Action Pac Scales & Automation.........805-487-0403 ..........www.actionpacscales.com..............46 .................150 Agtron, Inc. .........................................775.850.4600 ..........www.agtron.net .............................17 .................1037 Alcohol Controls Inc.............................800.285.2337 ..........www.alcoholcontrols.com...............43 America’s Food Technologies, Inc./ AMFOTEK”.......................................708.532.1222 ..........www.amfotek.com .........................33 .........see our web Anchor Free.........................................877.869.4731 ..........www.anchorfree.com......................17 .................483 Armeno Coffee Roasters......................508.393.2821 ..........www.armeno.com...........................35 Astoria-General Espresso Equipment Corp................................336-393-0224 ..........www.astoria.com ...........................47 .................1643 Aviva Tea ............................................877.255.1473 ..........111.yerba-mate.com .......................37 Barista Works......................................800.965.0626 ..........www.baristaworks.com..................25 .................637 Big Train Inc........................................800.BigTrain.............www.bigtrain.com ..........................48 .................730 Boyd Coffee Company .........................800.545.4077 ..........www.BOYDSCOFFEE.com...............35 .................1020 Bridge Specialty Carts.........................888.666.0966 ..........www.bridgecarts.com.....................47 BriteVision...........................................877.479.7777 ..........www.britevision.com ......................39 .................1948 Brugo Mug by Jolex.............................708.952.4700 ..........www.brugomug.com .......................27 .................1457 Cafe de El Salvador .............................503.2267.6600........www.salvadorancoffees.com ..........33 .................1435 Café Femenino Foundation...................360.666.8725 ..........optco.com/cafe_fem/CF_foundation_sumatra.html 42 .................643 Coffee Fest .........................................800.232.0083 ..........www.coffeefest.com ......................23 .................736 Coffee Holding Company .....................800.458.2233 ..........www.coffeeholding.com .................33 .................1307 Coffee Hows .......................................919.771.7752 ..........www.coffeehows.com ....................25 Comfort Grip Wrap ..............................312.337.0072 ..........www.comfortgripwrap.com ............46 .................2061 Cup for Education................................800.458.2233 ..........www.cupforeducation.org...............46 .................1307 Cup of Excellence ................................406.542.3509 ..........www.cupofexcellence.org ...............46 .................1652 Da Vinci Gourmet Syrups.....................800.810.3752 ..........www.davincigourmet.com...............2 ...................1339 Design & Layout Services....................800.471.8448 ..........www.designlayout.com...................47 .................1553 Dr. Smoothie .......................................888.466.9941 ..........www.drsmoothie.com .....................29 .................668 Eagle Web Press..................................800.800.7980 ..........www.eaglewebpress.com ...............31 Elan Organic Coffees ...........................619.235.0392 ..........www.elanorganic.com.....................29 .................1314 Espresso Specialists, Inc......................800.367.0235 ..........www.esiespresso.com ....................47 .................719 Everpure ..............................................800.323.7873 ..........www.everpure.com.........................47 .................1503 F. Gaviña & Sons.................................800.428.4627 ..........www.gavina.com ............................35, 37...........449 FAB/ Frosty Acres Brands....................678-356-5408 ..........www.frostyacres.com ....................41 Faema ................................................. +39.02900.491.....www.faema.it.................................27 .................1049 Frey-Moss Structures ..........................800.366.6385 ..........www.frey-moss.com.......................19 .................256 Georgia Pacific-Dixie............................800.257.9744 ..........www.dixiefoodservice.com .............15 .................1858 Grand Avenue Chocolates....................877.934.1800 ..........www.grandavenuechocolates.com ..21 .................248 Great Northern Coffee Company..........800.216.5323 ..........www.greatnortherncoffee.com .......35 Java Jacket.........................................800.208.4128 ..........www.javajacket.com ......................31 .................727 JavaMania Coffee Roastery Inc...........815.885.4661 ..........www.javamaniacoffee.com.............35 JoeGlo.................................................866.563.4567 ..........www.joeglo.com .............................47 .................2063 LBP .....................................................800.545.6200 ..........www.lbpmfg.com............................21 .................2028 Millrock ...............................................800.645.7625 ..........www.millrock.com ..........................23, 43, 47 Monin Gourmet Flavorings ...................800.966.5225 ..........www.monin.com.............................5 ...................819 Mont Blanc Gourmet............................800.877.3811 ..........www.montblancgourmet.com..........15 .................1140 Nature’s Best Coffee...........................506.239.2773 ..........www.naturesbestcoffee.com ..........3 Organic Products Trading Co. ..............360.573.4433 ..........www.optco.com .............................29 .................941 Pacific Bag, Inc. ..................................800.562.2247 ..........www.pacificbag.com ......................46, 47...........826 Probat Burns, Inc.................................901.363.5331 ..........www.probatburns.com....................9 ...................827 Quikserv Corp......................................800.388.8307 ..........www.quikserv.com .........................37 .................641 Service Ideas, Inc. ...............................888.999.8559 ..........www.serviceideas.com ...................47 .................1055 SMD Trading Co. Ltd...........................800.319.8906 ..........www.smdtrading.com .....................25 .................2262 Stanton Coffee....................................866.280.1230 ..........www.stantoncoffee.com.................35 Stauf’s Coffee Roaster........................800.778.2837 ..........underconstruction ...........................31 Techni-Brew International....................800.223.8211 ..........www.boyds.com .............................47 .................1021 Tetra Pak Inc.......................................940.565.8927 ..........www.tetrapak.com .........................37 .................462 The Roasterie, inc................................816.931.4000 ..........www.theroasterie.com....................35 .................1636 Torani..................................................800.775.1925 ..........www.torani.com .............................7 ...................549 Visions Espresso Services....................206.623.6709 ..........www.visionsespresso.com/ .............46 .................642 Vita-Mix Corporation............................800.437.4654 ..........www.vitamix.com/foodservice ........11, 45, 47.....1310 Wilbur Curtis .......................................800.421.6150 ..........www.wilburcurtis.com....................13 .................849 Zoka Coffee Roaster ...........................206.217.5519 ..........www.zokacoffee.com .....................14 .................2037 www.fgcoffeetalk.com
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