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November 2007
CoffeeTalk
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November 2007
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November 2007
CoffeeTalk
Features
Calendar
In the beginning –
Nov. 08-11 The Art of Food & Wine 2007, Palm Desert, CA, www.ArtofFoodandWine.com
Page 8- CoffeeTalk Magazine peers back into the mists of
Raphaele Schnoll, 312.755.3592, rschnoll@kempersports.com Nov. 09-11 Coffee Fest-Seattle, Washington State Convention & Trade center, Seattle, WA, 425-283-5058, TamaraS@coffeefest.com,
time to reveal the beginnings
www.coffeefest.com of the Specialty Coffee
Nov. 09-11 2007 North West Regional Barista Competition, Washington State
Industry
Convention & Trade Center, Seattle WA, www.scaa.org, (562) 624-4100, mcampbell@scaa.org. Nov. 10-13 IH/M&RS, New York, New York City’s Jacob K. Javits Convention
In focus –
Center, www.ihmrs.com. (914) 421-3296, christian_falkenberg@glmshows.com.
Page 12- Margaret Swallow reports from the International
Nov. 13-15 G2E 2007, Global Gaming Expo, Las Vegas Convention Center, Las Vegas, NV, www.globalgamingexpo.com,
Summit of the International Women in Coffee Alliance
info@globalgamingexpo.com, 203-840-5625 Nov. 14-16 The Ultimate Barista Challenge CHINA, Shanghai New International Expo Centre, Shanghai, (Pudong), China, 503.232.1016, djohnswholecup@aol.com Nov. 16-18 10th Foodexpo 2007 East Africa, Dar-Es-Salaam, Tanzania.
TOC
www.expogp.com
2008
CoffeeTalk
Jan. 09-11
Tea & Coffee World Cup Americas, Miami Beach Convention Center, http://www.tcworldcup.com/Miami, a.christmas@teaandcoffee.net
Jan. 09-11 Calendar
4
The View
6
Cover Story
8
Report from the IWCA strategic summit
12
Report from the fields – by Joan Nielsen
14
Create a winning business plan – by Jim Myers
16
Specialty Coffee Roasters Directory
18
Smart Marketing by Lisa Olson
24
Passion, with attitude – by Jimmy Sneed
26
The Ultimate Barista Challenge AMERICAS, Miami Beach Convention Center, Miami, FL, 503.232.1016, djohnswholecup@aol.com
Jan. 27-30
ISM - International Sweets and Biscuits Fair, Cologne-Germany, Ph: +91-11-42448236/42448225
Feb. 15-17
Coffee Fest-DC, Washington Convention Center, Washington, DC, 425-283-5058, TamaraS@coffeefest.com, www.coffeefest.com
Mar. 09-11
2008 International Restaurant & Foodservice Show of New York Jacob K. Javits Convention Center, New York, New York www.internationalrestaurantny.com), (203) 840-5556, rmathews@reedexpo.com
Mar. 09-11
The Ultimate Barista Challenge USA, Jacob Javits Convention Center, New York, New York, 503.232.1016
Apr. 12-13
Coffee and Tea Festival New York, NY, www.coffeeandteafestival.com, 6319577035, Andyc@starfishjunction.com
Apr. 12-13
TeaTalk Going Green – Donna Fellman
Coffee & Tea Festival: NYC, Metropolitan Pavilion, New York, NY, http://www.coffeeandteafestival.com, 631-957-7035
29
Apr. 27-28
Northwest Foodservice Show, Washington State Convention & Trade Center, Seattle, Washington. www.nwfoodserviceshow.com, info@nwfoodserviceshow.com, 800-645-7350
May 02-05
2008 SCAA Conference & Exhibition, Minneapolis Convention Center, Minneapolis, Minn., www.scaa.org, (562) 624-4100, conference@scaa.org.
May 14-16
The Ultimate Barista Challenge KOREA, Seoul Food & Hotel Expo, Kintex Hall, Seoul, Korea, 503.232.1016
May30-June01 World Tea Expo, Mandalay Bay Convention Center, Las Vegas, Nevada, www.worldteaexpo.com Jun 06-08
Coffee Fest-Hawaii, Hilton Waikoloa Village, Kona, HI, 425-283-5058, TamaraS@coffeefest.com, www.coffeefest.com
Aug. 23-25 The Ultimate Barista Challenge USA, Los Angeles Convention Center, Los Angeles, CA, 503.232.1016 Sept. 05-07 The Ultimate Barista Challenge USA, Orange County Convention Center, Orlando, FL, 503.232.1016 Nov. 07-09 Coffee Fest Hong Kong, Asia World-Expo, Hong Kong, 425-283-5058, TamaraS@coffeefest.com, www.coffeefest.com Nov. 12-15 4th edition of TriestEspresso Expo, Trieste, Italy, www.fiera.trieste.it/espresso, espresso@fiera.trieste.it www.CoffeeTalk.com
CoffeeTalk
November 2007
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November 2007
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CoffeeTalk
The View And the winner is…
The View
As a reward for filling out the survey, participants were offered either a $1000 credit
in free advertising or $500 in cash. The winner of this reward is Gary Stopka, Director
of Commodity Procurement for Sara Lee Foodservice. Gary opted for the $500 check.
Thank you and congratulations to Gary and to all those who took the time to help us build a better magazine.
Correction please…
In our cover article last month, the first paragraph proudly announced that Proctor
& Gamble owns Maxwell House! I know that is not correct but…well let us just say
In our office is a large graphic of a CoffeeTalk Magazine published for September of 1994. I am struck by how much has changed and how much has remained the
instead ‘Maxwell House, the flagship coffee brand of Kraft Foods.’ Thank you to all of you that noticed that error and yes, I feel so ashamed.
Also, in David Haddock’s article on the Golden Cup Award that appeared in
same. The callouts on the cover for that month were ‘Seattle Coffee, the dream that strangely came true’ and ‘Last cannot be least, coffee and the gourmet meal.’ These subjects continue to have relevancy today. With the look back at the specialty coffee industry that we take this month, much of the same optimism and focus that lead our industry’s pioneers continues in the marketplace today. We are still a little surprised at how well this is all going, how much the coffee industry has spiritually enriched us, how misunderstood we are by those who think specialty coffee is just
October, applicants for consideration where told to send coffee samples to Lorenzo Brown at the SCAA in Long Beach. The samples should now be sent to the SCAA Science Director, Joseph Rivera. Please make a note of this if you intend to participate in this excellent program. Cheers!
a fad, and how bright and big the future seems. Kerri and I are blessed to have been a small part of this great experiment for
Kerri & Miles
many years. All those young folks who started up little cafes, roasteries, trading companies, and allied product companies with big ideas and no cash now are the Mail:
established ‘grey beards’ of our industry. “In the beginning…,” the title of our cover article this month began in part from
Phone:
a realization that the rising stars of the future coffee industry often seem to have
HNCT, LLC, 23712 49th Ave SW Vashon, WA 98070 206.686.7378 Fax: 206.463.0090 www.coffeetalk.com
no idea where all this came from. The suppositions and ideas we hear usually have nothing to do with the reality of our history. Our feature article hopes to change at least some of that. The legacy of our industry’s pioneers is elemental to the future of our industry’s next generation. Simple truths and bravery are as needed today as they were when Alfred Peet and Erna Knudsen and Don Schoenholt and a small group of others just wanted a good cup of coffee. Our new leaders are facing challenges that will be equally as difficult – supply
Since 1988 Publisher/CEO
Kerri Goodman-Small, ext 2
Kerri@coffeetalk.com
Editorial Editor-in-Chief
Miles Small, ext 7
Miles@coffeetalk.com
Advertising Marketing Partner Marketing Partner Marketing Partner
Darcie Guyer, ext 42 Tamera Schultz, ext 42 Libby Smith, ext 51
Darcie@coffeetalk.com Tamera@coffeetalk.com LibbyS@coffeetalk.com
Production Production Coordinator/Design Layout/Design Layout/Design
Justin Goodman, ext 64 Marcus Fellbaum, ext 61 Rene Eggert, ext 62
Justin@coffeetalk.com MarcusF@coffeetalk.com ReneE@coffeetalk.com
Administrative Executive Assistant
Libby Smith, ext 51
LibbyS@coffeetalk.com
Founder Founder/CEO (Emeritus)
Ed Sanders, ext 3
EdS@coffeetalk.com
and price issues, climate change, market intrusion from mega-companies, and other challenges. The historical legacy of the past may stand them in good stead. CoffeeTalk is proud to be a small part of that past, as well as a big part of that future. And the survey says… Thank you all who took the time to respond to our reader’s survey. The response was truly spectacular. Of those who opened the email, more than 24% of them answered the questions. We are pleased to report that most of our readers are very satisfied with the news and information we present each month. Additionally, 95% would
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.
recommend CoffeeTalk to a colleague. In addition, The Daily Dose is read daily by 57% of our readers and at least two or three times a week by another 30%. One of the surprises from the survey was that 26% of our readers read the CoffeeTalk on-line version of the magazine and another 25% read the ‘pdf’ version of the magazine we send out to our international customers. Who knew?! This means that of the 16,000 magazines we mail to the coffee industry each month, another 15,372 customers are reading the magazine through less traditional venues. For those who would like to know all the results of the survey as well as the comments and suggestions from readers, we
the original co-founder of starbucks chose our coffee... *
will post a full report on our website (www.coffeetalk.com)
*a t
as soon as it becomes available to us. to be continued...
www.CoffeeTalk.com
2002 m&s cup coffee competition sponsored by Mccormick and Schmick's
CoffeeTalk
November 2007
www.CoffeeTalk.com
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November 2007
8
CoffeeTalk
In the beginning In the beginning... By Sam Kornell
With the death, in August, of Alfred Peet, the coffee world lost not only a luminary,
a speech? I’ll do it!’ Oh, it was heaven. The meeting was in Monaco. The global
but also a founder of what is now sometimes referred to as the “First Wave” of the
coffee producers were all there, of course. I was trembling so bad I don’t know what I
American specialty industry. At 87, Peet had long since sold Peet’s, the roasting and
said. [Laughs] But they couldn’t get over it. Americans are really latching on to good
café company he founded in Berkeley in 1966, but he remained a vigorous advocate
coffee? They couldn’t believe Americans would spend that much on coffee. But look
of specialty coffee. A Dutch immigrant whose father had been a roaster, Peet started
at us now: We’re a big, big industry! [Laughs] Oh it was just wonderful.”
out working for commercial coffee outfits in San Francisco, but became disgusted
In San Francisco, where Knutsen made her name, the best coffee was to be
by the low quality of their fare. “Before I started, people were drinking Folgers and
found in North Beach, where Italian immigrants served espresso made from good
Hills Bros., and I thought, ‘God no, there must be something better,” he told
North African Arabica. However, the coalescence of specialty coffee was
the San Francisco Chronicle in 2001.
and uneven; as Knutsen pointed out, by the mid-1980s Café sporadic an
It is perhaps natural to think of the upward trajectory y of
Trieste, the well-known North Beach café, stopped using her
specialty coffee over the last half-century as inevitable. But one e
beans in favor of cheaper, blended roasts. “Have you tried bean
of the things Peet’s history illuminates is the degree to which
their coffee?” she asked. “It’s terrible.” the
the “First Wave” – if that is, indeed, a proper designation –
What Knutsen, as well as Alfred Peet and a number of
of roasters were navigating uncharted waters. When Peet
other small roasters on the West and East Coasts saw, in
came to the U.S., in 1955, American coffee consumption
the ’60s and ’70s, was that, as Knutesen put it, “There
may well have been at its nadir. In 1938 Nestle had
was a real niche available for someone to come in with
introduced the world’s first instant coffee – Nescafe – into
good coffee…At the time it was these terrible Robustas
the world market, and by the Fifties America was awash
and these terrible Brazils—the beans looked like dirt in the
in instant coffees and cheap Robusta blends – products
road.” But they faced an entrenched adversary in the big
that had come to encompass, for many Americans, the
commercial roasters. co
beginning, middle, and end of coffee.
“The First Wave was all of these small roasters who
“What you saw after the war was the emergence of the e
woke up and said, ‘We’re going to fight the can,” said Dan Cox,
great consumer science,” said Donald Schoenholt. Schoenholt, holt,
president of the Specialty Coffee Association of America a past p
who owns New York-based Gillies Coffee, the oldest coffee merchant
runs Coffee Enterprises, a coffee testing service based in who now ru
in the United States, was one of the founding heads of the Specialty Coffee
Vermont. “And the can was the evil guys: Procter and Gamble, Folgers, Kraft,
Association of America. [SCAA] “America was prosperous, and Americans wanted
with their Maxwell House brand, Nestle…Those we’re the enemies. And it started
to buy convenience. You had the rise of the great middle class; you had the rise of
with roasters saying, ‘We can sell, high-priced, quality coffees, and importers saying,
instant coffee. You had the destruction of small regional brands, and the degradation
‘Ok, we can get you high-quality, single-origin coffees.’”
of the independent roaster.” By the end of the ’50s, Schoenholt went on, “the
According to Cox, growth in popularity of specialty coffee in the 1980’s and ’90s
privately owned family wholesale roasting companies in the United States had, for
continued on p. 10...
all practical purposes, ceased to exist. Yes, there were still companies around, but they had ceased to play a meaningful part in the coffee industry.” The antecedents of American specialty coffee can be traced, in part, to Europe, and to European immigrants who brought an appreciation for quality coffee across the Atlantic. “The Europeans always had better tasting coffee, and they refused to drink the drek they had in Kansas,” said Erna Knutsen, the celebrated San Francisco roaster who came from Norway to America as a young girl. When we came to America, the first thing my mother did was she looked
the chairman of tully’s chose our coffee... *
for good roasted coffee beans she could buy. My parents didn’t know much, but my God they knew better than to drink Nescafe!”
*a t
Knutsen is famously responsible for the term “specialty coffee,” which she coined in a speech delivered in the mid
to be continued...
1970s. “In 1974 the ICO asked me to deliver a speech in Europe. I mean who was I? I thought ‘My God, I have to write www.CoffeeTalk.com
2002 m&s cup coffee competition sponsored by Mccormick and Schmick's
CoffeeTalk
November 2007
www.CoffeeTalk.com
9
November 2007
10
CoffeeTalk
...continued from p. 8
occurred largely because of Starbucks, and mirrored Starbucks own transformation
origins and the process that went into making it.
from a company concerned primarily with selling roasted coffee by the pound, to
Presently, an often-nasty argument about the validity of the First, Second, and
selling brewed coffee by the cup. Starbucks’ was originally focused less on café
Third Wave theory is coursing through the coffee world. According to acolytes of the
atmospherics than it was on supplying consumers with quality roasts; the three
phrase, the industry is currently in the midst of the third and most developed “wave”
Seattle residents – Jerry Baldwin, Gordon Bowker, and Zev Siegl – who in 1971
of American specialty coffee; according to detractors, the designations are pompous
opened the first Starbucks cafe, were famously inspired by Alfred Peet. “If we had
and unnatural. But there is a general consensus that one of the crucial questions the
selected someone else to be our supplier it would have turned out much differently,
specialty industry faces is the welfare of the coffee farmers; that, as Dan Cox put it,
and in all likelihood not nearly as good,” said Jerry Baldwin. “He was absolutely
“The final shift is on the way right now, and it is power to the producers.”
crucial to my Starbucks, and to the new Starbucks as well.”
Bill Fishbein, who runs Coffee Kids, a Santa Fe-based non-governmental
Baldwin, who is now an owner and board member of Peet’s Coffees, sold his
organization that works to ensure that coffee farmers have fall-back plans if a crop
stake in Starbucks to coffee entrepreneur Howard Shultz in 1987, but he is still proud
fails or there’s a market glut, said that specialty has brought dramatic improvements
of what Starbucks has achieved. “Specialty coffee is a big part of the larger industry
to the grower-roaster/retailer relationship. “Whether it’s relationship coffee, whether
now,” he said. “There’s this so-called Third Wave, the generation following us, who
it’s the highest quality coffee purchased for the highest prices, whether it’s fair trade
are learning how to do it well. But when Starbucks did its early expansion, there was
or organic premiums, or whatever the premium may be, if it’s getting more money
nothing like it. In California and the West Coast there would certainly be a specialty
into the pockets of growers, you have to support it,” Fishbein said. “If you go back
coffee industry without mega-Starbucks. But I don’t think there’s any question that its
twenty years ago, it was all about price. The industry has changed dramatically.”
success and size have awakened many Americans to the possibilities of specialty.”
But Fishbein cautioned against too much self-congratulation. “The conditions that
To some roasters there is a certain irony to Starbucks popularity, considering that one of the bedrocks of its success has been the promotion of sweet espresso
face the industry today are as dramatic, and as debilitating for farmers, as they were years ago…We’re still millenniums away from fixing the problem.”
drinks that do not necessarily correspond closely to the distinguishing characteristics
Still, there is little question that the specialty industry – and the profusion of
of a classic specialty roast. At the same time, most roasters are willing to pay tribute
cause premiums that have accompanied it, has been leaps and bounds ahead of the
to the recognition Starbucks has brought to specialty coffee. As one well-known
commercial market when it comes to the welfare of growers. As Jerry Baldwin put it,
roaster who asked not to be named put it, “Anyone in the specialty world who wants
“A rising tide lifts all boats. Specialty, as it has proliferated, has made work at origin
to bitch about Starbucks’ popularity has lost it.”
more hopeful. Farmers are learning how to grow better beans for the
But Starbucks wasn’t the only institutional magnet forr the
same pri price, and they are making more money from it and getting
specialty coffee world; there was also, beginning in 1982, the he
savvier savvie in the market. And there are a number of NGOs [such as
Specialty Coffee Association of America. Started by a small
Coffee Kids] that are trying to help farmers who are at lower Cof
group, which included Donald Schoenholt and Ted Lingle,
altitudes or are in marginal climates to grow something a
a West-Coast based roaster, the SCAA was the specialty
else. I don’t think those things would be possible if it was
industry’s first trade organization. Beginning with forty
all just commercial coffee in a can.”
members, mostly from the West Coast but a few from
As for the coffee consumer – the person who wants
the East, the SCAA conferred a degree of legitimacy on
more than just a kick in the pants out of their morning joe
not only the specialty industry, but the idea of specialty
– the rise of specialty coffee has been a boon. “What the
itself.
country had lost, and what specialty coffee brought back,
The SCAA and its members – and for that matter,
is variety. That’s what specialty coffee has done,” said
anyone interested in selling specialty coffee in the U.S.
Donald Schoenholt. “It has awakened a country to a food
in the ’70s, ’80s, and early’90s – had to make sense of a
that th had become as mundane, as ordinary, and as poor in
complicated cultural equation. On the one hand, the sixties
quality as processed American cheese. And it said, in essence, qua
had given rise to a nascent green movement; on the other, er,
have you ever heard of Camembert? Have a little Brie. Try a ‘Hey, h
former hippies who had developed into yuppies were looking g for
How about some Blue Cheese?’” That’s what it’s done little Stilton. Stilt
high quality products to augment increasingly status conscious lives.
during the course of my working lifetime, and it will continue to do it long
Only in the last ten or fifteen years have the two elements intertwined; it is now cool
after I’m pushing up daisies.” CT
to be green, and cool to drink organic and cause coffees. Today, one of the most intriguing aspects of the specialty coffee world is the
Sam Kornell is a freelance writer living in San Francisco
popularity of cause coffee, particularly fair trade. Geoff Watts, who is co-owner and master roaster of Chicago-based Intelligenstia Coffee, said, “Fair trade has had an absolutely brilliant marketing campaign. They’ve very effectively squared, in consumer’s minds, the specialty market – good taste – with the cause market – conscience coffee.” The specialty coffee industry has also worked to associate itself with the various enlightened food movements currently in vogue in the States and in Europe. Much of it is now organic and shade grown – and is advertised as such – and comes with descriptive homilies
Why haven’t you?
on the packaging that serve, or are meant to serve, a public increasingly interested in the derivation, as roaster Peter Guiliano put it, of the food it consumes. “Throughout the food industry, it seems that people are more and more interested in the provenance of what they eat and drink. I think it’s a basic and very broad human desire, to care deeply about the food we put in our bodies,” Guiliano said. Guiliano is the master roaster and coffee buyer for Counter Culture Coffee, a North Carolina based roastery, which
award-winning coffee guaranteed to increase your profit if you use coffee in your business and you would like a free sample visit us at www.silvercupcoffee.com/freesample or call Adam for more information. 800.311.7275 ext. 103
emblazons its coffee bags with a detailed description of its www.CoffeeTalk.com
CoffeeTalk
November 2007
limited edition
HOLIDAY TRUFFLES Nine truffles in 3 traditional flavors for the Holiday Season created by our chocolate artisans. %''./' s #!.$9 #!.% s ').'%2"2%!$
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www.CoffeeTalk.com
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November 2007
CoffeeTalk
Report from the International Womenâ&#x20AC;&#x2122;s Coffee Alliance Strategic Summit
in focus
By Margaret Swallow
- in focus
A historic event took place Oct. 11-14,
s
4HE lFTH AND MOST SUCCESSFUL "REAKFAST AT
2007 when the International Womenâ&#x20AC;&#x2122;s 2
the Specialty Coffee Association of America
Coffee Alliance (IWCA) held its ďŹ rst C
conference in Long Beach, CA
Strategic Planning Summit in Northern S
s
.EW LOGO AND WEBSITE
California. In previous years the IWCA C
s
)7#!
PARTICIPATION
AT
THE
Board of Directors had met in October B
Coffee
Association
of
Japan
tto review and update the organizationâ&#x20AC;&#x2122;s
coffee conference in Tokyo in July and
sstrategy and plans for the coming year.
the RamacafĂŠ conference in Managua,
Given the growth of the IWCA â&#x20AC;&#x201C; it now G
Nicaragua in September
has over 200 members from 14 countries h â&#x20AC;&#x201C;
several
members
recommended
s
3PECIALTY global
.EW CHAPTERS UNDER DEVELOPMENT IN %L Salvador, Guatemala, and Canada
tthat the fall meeting be expanded to all of the IWCA committee members. a
Erica Bell, a member of the IWCA Events
The strategic summit was organized T
Committee, secured two outstanding guest
by the IWCA Events Committee under b
speakers for the summit.
tthe leadership of Samantha Veide and
Anne Firth Murray, the founding President
Amena Smith with the assistance of A
of the Global Fund for Women and author of
Erica Bell, Karla Diab, Desiree Logsdon, E
Paradigm Found:
Maureen McHugh, and Mery Santos. M
Positive Change. Ms. Murray spoke about the
The ďŹ rst was Ms.
IWCA Board of Directors !NDI 4RINDLE n 0RESIDENT +IMBERLY %ASSON n 0AST 0RESIDENT ,AUNTIA 4AYLOR n 6ICE 0RESIDENT #HARLENE &ARMER n 4REASURER +ATHY "ERARDO n 3ECRETARY *OHANNA "OT *UDITH 'ANES #HASE +ERRI 'OODMAN 3MALL 3HERRI *OHNS 'RACE -ENA -ARGARET 3WALLOW 3AMANTHA 6EIDE IWCA Advisory Board +AREN #EBREROS +ARLA $IAB -ELISSA 0UGASH
Leading and Managing for
F Forty-three h women ffrom the h US, US Costa C Rica, R El Salvador, Guatemala, Nicaragua,
importance of empowering women and to recognize the impact that even small
Canada, and the UK worked for two and one-half days to assess the organizationâ&#x20AC;&#x2122;s
efforts can have on women in the developing world. The second guest speaker was
progress and to determine the priorities and action steps for 2008 (see box for a
Jane Lorand, founder of the Green MBA at the Dominican University of California,
listing of the IWCAâ&#x20AC;&#x2122;s six strategies). According to Andi Trindle, IWCA President, the
who discussed design criteria for healthy organizations and the importance of
past 12 months have seen the IWCA make signiďŹ cant progress to empower women
balancing culture, content, and process.
in the international coffee community, to achieve meaningful and sustainable lives,
While there were many memorable moments, two stand out. The ďŹ rst was when
and to encourage and recognize the participation of women in all aspects of the
Ms. Andrea CĂŠspedes MarĂn, the Executive Director of the IWCA Costa Rican chapter,
coffee industry.
reviewed the accomplishments of the IWCAâ&#x20AC;&#x2122;s ďŹ rst international chapter. The second came on the ďŹ nal day of the summit with the signing of a Letter of Understanding
SpeciďŹ c accomplishments include:
between the US IWCA organization and the El Salvador IWCA chapter which is in
s
4HREE NEW "OARD MEMBERS *OHANNA "OT n 3ATAKE 53! )NC *UDY 'ANES
the process of being established. Chapters are also being developed in Canada,
Chase â&#x20AC;&#x201C; J. Ganes Consulting, LLC, and Launtia Taylor â&#x20AC;&#x201C; Probat Burns
Guatemala, and Nicaragua.
s
(IRING AN %XECUTIVE $IRECTOR *UDITH Sutphen
Based on the success of this summit, the IWCA Board of Directors plans tto repeat the event in 2008 in Costa Rica. The IWCA invites all women and men who care about the status of women in our industry to join and become m a member of a committee; information available at www.womenincoffee. o org.
IWCA Strategies s )MPLEMENT ORGANIZATIONAL INFRASTRUCTURE s !CHIEVE lNANCIAL SUSTAINABILITY s $EVELOP PROGRAMS CONSISTENT WITH THE )7#! -ISSION s %XPAND )7#! SPHERE OF INmUENCE TO CREATE A GLOBAL IMPACT s $EVELOP RETAIN AND EXPAND AN ACTIVE MEMBERSHIP s #REATE A GLOBAL IDENTITY FOR THE )7#!
The IWCA would like to thank the following companies for their ssponsorship of the summit: Bunn-O-Matic, Dona Mireya Estate Grown G Green Coffee, Elan Organic Coffees, Equator Estate Coffees & Teas, and V VolcafĂŠ Specialty Coffee. CT Margaret Swallow is one of the founders of the IWCA. Margaret has 23 years M experience as an international marketing manager for Procter & Gamble e and four years as the Executive Director of the Coffee Quality Institute. She a iis currently a consultant working in the private and public sectors with a focus on leadership development. Margaret has an MBA from Harvard Business School and BA in Sociology from the University of Maryland. www.CoffeeTalk.com
CoffeeTalk
November 2007
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November 2007
CoffeeTalk
Artisanal Farms, Roasters and Independent Shops By Joan Nielsen
Report
- from the fields
STATS: HENRY’S HOUSE OF COFFEE 1618 Noriega (at 23rd Ave.) San Francisco, CA (415) 681 9363 Open 7 days a week, 6 am to 6 pm, Sunday 6 am to 3 pm Henry Kalebjian, Owner
Environment: Warm and friendly, Henry’s House of Coffee perfectly reflects it’s gentlemanly owner, Henry Kalebjian. From 6 am, when Henry opens up to roast (and the customers gather around him to watch and ask questions), to 6 pm when the last customers of the day rush in before he closes up, this shop is busy all day long. Henry recently hired professional designers to re-do both the interior and exterior of his shop and he says that the improvement in his traffic
neighborhood has seen a massive demographic shift from middle-class Caucasian
was immediate. They moved a wall to open up the shop to more floor space, adding
to middle class Asian over the decades. Yet Henry has managed to survive and even
tables and shelves for gourmet delectables, lots of coffee gear and even delicate
thrive by focusing on a quality product and the basics of good customer service.
tea sets from Japan. His signage and packaging got a face-lift too. “Twist Studios designed my new logo and I couldn’t be happier,” he tells us. “It is definitely worth
Coffee Roasting: “All beans are not created equal,” says Henry. And he roasts each
it to hire professionals.”
individual coffee according to this maxim. A minimum of 150 pounds of coffee per day gets his attention in his 25 kg San Franciscan roaster. His blended coffees are
Shop History: Henry’s House of Coffee has been in the business of serving fine
also roasted individually before blending. 70% of his business is derived from shop
specialty coffees to San Franciscans since 1965! While Henry used to have five shops
customers, while 30% is wholesale and mail order business. (Each package that gets
at one time in his career, he has whittled it down to the one now. And he’s most
mailed also includes exactly three sesame candies in the box for a surprise treat — a
comfortable with that, “Before, I was running around from shop to shop, putting out
routine custom that he’s had since he opened. And, if by some chance this tradition
fires instead of doing what I love to do best — roasting and paying attention to my
is overlooked, he will get a phone call asking, “Henry, where’s my candy?!”)
customers.” And those customers return his care with their loyalty. A father brought his child into the shop and said, “See Henry, son? Your Daddy came to Henry’s
Coffee Sourcing: When asked about his sourcing of the numerous coffees that
shop when he was your age and his father brought him here!” And both Dad and
he serves and sells, Henry emphatically states, “Trust is very important in this
son get a free coffee and cookie. While some families have grown up with Henry’s
business.” His green brokers have been with him for as many years as he has been
House of Coffee and are now bringing in the next generation of Henry’s lovers, the
open. He trusts their coffees because he has established personal relationships with each of them. Some of his favorites and best sellers include Fazenda Vista Alegre from Brazil, La Torcaza Estate from Panama, and El Conquistador from Costa Rica, as well as Galapagos coffee and Jamaica Blue Mountain coffee. He even offers seven different decafs from a house blend to a deeply satisfying Yirgacheffe! Comments: It is wonderful to watch Henry in action. He meets and greets each of his customers with gracious attention to their needs, smoothly teaching them about his coffees, subtlety suggesting they try something new. All of this while smiling with pleasure. (This is a man who loves what he does.) Each and every child who enters his shop gets a wrapped biscotti cookie — and they love to accompany their parents for this very sweet reason! He tells a great story… “A regular customer called to tell me that they had finally figured out why the whole bean coffee they purchased kept mysteriously disappearing, week after week. They caught their little boy throwing away the coffee in the trash and when they asked him why he did this, he told them he just wanted to go to Henry’s for another cookie!” Conclusion: Even given the competition that surrounds his shop in this coffee guzzling city, Henry’s House of Coffee stands out from the crowd. It is a must-go for all coffee loving visitors to San Francisco. And the secret of this successful shop?
Henry Kalebjian
Henry sums it up humbly, “I just give a little better service, a little better coffee.”CT
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November 2007
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Create a Winning Business plan or Else! By Jim Myers
“It takes as much energy to wish as it does to plan.” Eleanor Roosevelt By nature, humans have an aversion to planning for the future. Witness the number of Americans without a will or living trust, or with little to no money saved for their retirement. Intellectually, people certainly understand the value of preparing for the future but for several reasons, they refuse to actually plan for it. Many are simply procrastinators, others remain unconvinced of the benefits of formal planning and others just don’t know where or how to begin. And being very human, many small-to-mid-size business owners run their companies the same way. Many would rather respond to actual events (problems and opportunities) than “waste the time” to prepare for these contingencies in advance. Why? Usually, business owners claim that formal planning can be a futile exercise because each situation has its own set of variables and no amount of preplanning can accurately predict the actual set of circumstances, if and when they ever manifest themselves. What these owners fail to realize is that being human is no excuse for not planning. In fact, the planning process is essential and has many more advantages than disadvantages. Here are five: • Wars are never won without a plan. Since business is usually viewed as a form of war, it is unthinkable that a general would go to war without a plan. This “war plan” is based on the opponent and their strengths and weaknesses (competition), the terrain (distribution, etc.) and the resources available to the general. While this plan may continually change based on the current situation, the principles of the approach to war have been articulated (ground, air, other) and the goal is still the same: victory. • All good business plans feature the same elements that are already in the owners’ heads. They include what are our goals (objectives), how do we intend to “win” (strategy), what resources do we have and/or will need (technology, talent, etc.) and what am I willing to commit to win (or defend myself.) Once the battle plans are disseminated throughout the organization, employees will better understand the goals, their role and be more willing and able to come up with ideas to help “their side” win. • Planning is easier than you might think. Usually, a one-day session with your key managers is all it takes. During this session, you and your team should have a thoughtful, no-holds barred discussion to address the following: where are we (really), where do we need to go and why, what do we need to do to get there and when do we need to do it, what will it take to get there (human, physical and capital resources) and what can get in the way of achieving the goals and what can we do to hedge our bets/reduce our risks? (challenges may include competitive action, higher cost of goods, key personnel losses, raw material shortages, etc.) An important benefit of this process is the active staff involvement in the planning process. Everyone knows where the organization is going and why and they are now invested in doing their part to make it happen. • Plans should be specific and measurable. For example, we need to introduce two new product lines (May and September) as an important part of our overall plan. Plans should outline the details of the initiative (e.g., target group, competitors, timing, budget, pricing/value proposition, support and who is responsible.) Sales and financial expectations should also be identified. By outlining these goals within the plan, they achieve an importance that otherwise may not be perceived by the organization. • Track your progress and adjust the plan as appropriate. Nothing ever goes as you plan it. This is completely natural and understandable. However, once you have your “North Star” (where you and your organization are going), if something unexpected gets in your way, you can determine how big the obstacle is and decide if you want to go round it, over it, under it, or through it. It’s customary to sit with your management team and review progress at least monthly. At that session, you may re-prioritize your goals, strategies, programs and/or resources. When I lead the development of new products, I have weekly conference calls or face-to-face meetings with R&D, operations, marketing, sales and accounting. One additional benefit of having a specific plan and monitoring its performance is that management can soon tell who really cares about their business and reward real contributions based on actual performance. CT Jim Myers is the managing principal of Varsity Marketing, a Palm Desert, CA-based branding and business development consultancy created specifically to help smallto-mid size companies achieve long-term success. Mr. Myers has served as a facilitator for many companies creating their plans. You may contact Mr. Myers by phone (760-345-8392, 760-668-8088), email (JMyers@VarsityMarketing.net) or website (www. VarsityMarketing.net).
Be Sure to Visit Service Ideas, Inc. at the IHMRS New York Show www.serviceideas.com 888.999.8559 Woodbury, MN Booth #2147
Be Sure to Visit Vita-Mix Corporation at the IHMRS New York Show www.vitamix.com/foodservice 800.437.4654 Cleveland, OH With over 80 years in business, Vita-Mix is a recognized leader and is considered “the blending expert” in the foodservice industry. Booth #1002
S&D Coffee celebrates 80th anniversary S&D Coffee, one of the nation’s largest foodservice coffee roasters, celebrated its 80th anniversary. Family-owned and operated by the Davis family since its founding in 1927, the company celebrated this milestone October 22nd through 27th at its Retail Market Center in Concord, N.C. with daily product samplings and drawings for gift baskets. S&D’s product line has grown offering coffees, specialty coffees, iced and hot teas, hot chocolates, cappuccino, juices, syrups, condiments and much more. For more information visit www.sndcoffee.com.
The Seattle Barista Academy selected by Tea & Coffee World Cup Exhibitions The Seattle Barista Academy announces that they have been selected by Tea & Coffee World Cup Exhibitions to provide barista training at the World Cup Americas Exhibition in Miami in January, 2008. Philip Search and Lorrie McCullaugh bring a wealth of experience to the educational table. Philip Search and Lorrie McCullaugh bring a wealth of experience to the educational table. Lorrie has been involved in the coffee industry for over 8 years. Philip Search is a barista extraordinaire with a wealth of information related to his experiences. For more information visit www.seattlebaristaacademy.com.
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The boys are back in town Enchanted Snowmen disposables from BaristaWorks.com return for the 2007 winter holidays November 1. This line of limited edition products will be available while quantities last on the “Winter Holiday Design” page at BaristaWorks.com. This whimsical design is available in three-color print on a white paper insulating jacket that coordinates perfectly with 12, 16, 20 & 24 oz. plain white paper hot cups and black dome lids. New this year, Enchanted Snowmen will be available in 12, 16 & 20 oz. cold cups (with matching lids). For more information visit info@BaristaWorks.com.
IWCA hire its first executive director The International Women’s Coffee Alliance Inc., (IWCA) Board of Directors, announced the hiring of Judith A. Sutphen as its first Executive Director, during the First Annual IWCA Board and Committee “Strategic Planning Retreat” held at Dawn Ranch Lodge. Sutphen’s past is rooted in non-profit management and comes to the IWCA with many accolades. Sutphen is the immediate past Executive Director of the Vermont Commission on Women and is a board member of Grounds for Health. She also serves on the Advisory Board of Vermont Access to Reproductive Freedom. For more information visit www.womenincoffee.org.
International Paper joins ‘Zero Waste’ campaign International Paper, the National Park Foundation and the National Recycling Coalition today announced a new pilot program to evaluate ways to limit the impact of foodservice products in America’s national parks. The study, funded in part by a donation of up to $1 million by International Paper, will commence in the summer of 2008 and is aimed at moving toward “Zero Waste” across the park system. International Paper will produce a customized cup for use by parks, concessionaires and others. The cup, International Paper’s fully compostable, recyclable ecotainer™, will display printed messages that will raise awareness about the National Park Centennial in 2016 and educate the public about conservation and environmental stewardship. International Paper will donate a penny for each commemorative cup sold, up to $1 million, back to the National Park Foundation. For more information visit www.internationalpaper.com.
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Specialty Coffee Roasters 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 AL AL AL AL AR AR AR 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
Juneau Ketchikan Little Rock North Pole Birmingham Birmingham Birmingham Leeds Fort Smith Jacksonville Little Rock Phoenix Phoenix Phoenix Phoenix Scottsdale Scottsdale Tempe Tempe Tempe Tucson Tucson Tucson Alhambra Aptos Atascadero Baldwin Park Bell Gardens Berkeley Canoga Park Canoga Park Carlsbad Carmel Ceres Culver City Davis El Cajon El Cajon Emeryville Emeryville Emeryville Eureka Fort Bragg Fremont Gardena Hayward Irvine Irvine Irvine Irvine Junction City
Heritage Coffee Co. The Green Coffee Bean Company River City Coffee & Tea North Pole Coffee Roasting Company Prime-Time Roasters Royal Cup Coffee Roasters Red Mountain Coffee Roasters Higher Grounds Roasters Inc. Fresh BeanZ Coffee Biffs Coffee Roasting Co. The Ultimate Coffee Rocket Coffee Roasters Coffee Reserve, Inc. Espressions Coffee Roastery Lindsey Coffee Co. Volcanic Red Coffees Mokarabia, USA Lost Dutchman Coffee Roasters Cortez Coffee Roasters Momentto Coffee Roasting Company Arbuckle Coffee Desert Rain Coffee Roaster X La Mill Coffee Specialists Surf City Coffee Company Joebella Coffee Tropical Premium Coffee Lingle Bros. Coffee, Inc. Kavanaugh Coffee Roasting Company Rocky Roaster Froid Coffee Company Hawaii Coffee Company/ca Carmel Coffee Zoe’s Coffee Roasting Company, Inc. City Bean Java Detour Renegade Roaster Design Group Daymar Select Fine Coffees Peaberry’s Coffee & Tea Co. Inc. 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 Specialty Coffee, LLC Danesi Caffe USA Inc. Halo Brand Diedrich Coffee Inc.-CA Strawhouse Organic Coffee Roaster
800.478.5282 907.247.5621 800.661.1496 907.488.7190 205.444.1446 800.366.5836 205.945.8970 800.794.8575 479.452.2404 800.438.2433 267.620.3218 602.548.2259 888.755.6789 480.946.9840 800.345.1984 480.922.3674 480.998.8807 623.217.1304 800.992.6782 480.948.8501 520.790.5282 520.297.0246 520.791.0400 606.202.0100 831.430.9112 805.461.4822 866.813.1006 800.352.2500 510.843.3040 818.347.1378 818.313.8661 800.338.8353 831.624.5934 209.541.3877 323.965.5000 530.756.8020 619.590.3600 619.444.1155 510-420-0473 510.594.2100 510.428.2951 800.787.5282 707.964.8200 510 742 8880 310.715.2698 510.783.1010 800.900.5282 646.742.9798 949.551.2579 949.260.1600 530.623.1990
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 CO CO
Laguna Niguel Lake Forest Long Beach Los Angeles Los Angeles Los Angeles Los Angeles Manteca Mentone Murrieta Newport Beach N. Hollywood Novato Oakland Oakland Oakland Oakland Ontario Orangeville Pasadena Pasadena Pasadena Redwood City Sacramento Sacramento San Diego San Dimas San Francisco San Francisco SAN JOSE San Leandro San Rafael Santa Barbara Santa Clara Santa Fe Springs Santa Paula Santa Paula Santa Rosa Santa Rosa Sebastopol Sonora S. Lake Tahoe S. San Francisco Suisun Temecula Truckee Vernon Vista Walnut Creek Berthoud Boulder
South Coast Coffee Black Mountain Gold Coffee It’s A Grind Coffee Franchise, LLC Groundwork Coffee Co. Mocha Kiss Coffee Start-up Bradford Coffee Jesus Mountain Coffee Inland Empire Coffee Company Java Kai Kean Coffee The Supreme Bean Coffee Roasters Masterpiece Coffee Dale Bartlett/Bartlett Coffee Company Mr. Espresso Peerless Coffee & Tea Company Scarlet City Roasters Coffee Brothers, Inc. Badda Bean Coffee Roasters of Pasadena Dona Mireya Estate Green Coffee Jones Coffee Roasters CoffeeTec Roastery Development Java City Beantrees Organic Coffee Co. Inc. Plantation Station Coffee Roasters Coffee Klatch Roasting Jeremiah’s Pick Coffee Capricorn Coffees, Inc. Willow Tree Coffees Roger’s Family Company Equator Estate Coffees & Teas, Inc. Hair Raiser Coffee Barefoot Coffee Roasters Apffels Coffee Co. Clean Foods, Inc. Limoneira Coffee & Tea Co. Ecco Caffe Loring Smart Roaster Taylor Maid Farms LLC Sonora Gold Coffee Roasters Alpen Sierra Coffee Roasting Company Mountanos Brothers Coffee Company Bay Area Coffee, Inc. Cafe Bravo Coffee Roasting Co. Truckee Coffee Roasters F. Gaviña & Sons, Inc. Adore Espresso Pacific Bay Coffee Co. & Micro-Roastery Devils Backbone Coffee Roasters Brewing Market Coffee
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949.443.5113 800.487.8445 562.594.5600 323.930.3910 323.512.9800 704.564.9679 323.268.2333 209.823.3121 909.794.2255 866.528.2524 949.642.5326 818.506.6020 415.884.2990 510.697.1234 510.287.5200 510.763.1763 510.708.1402 909.930.6252 916.410.0314 626.564.9291 626.564.9488 800.729.8114 650.556.1333 877.528.2289 916.444.1164 858.676.8306 877.455.2824 877.537.3642 415.621.8500 408.472.7086 800.829.1300 800.809.7687 866.972.4737 408.248.4500 800.443.2252 805.933.3027 866.321.8953 707.525.9309 707.526.7215 707.824.9110 209.589.9368 530.541.1053 800.624.7031 707.864.6264 951.491.7790 530.587.2583 800.428.4627 800.570.9010 707.751.0871 866.776.5288 303.447.9523
CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO 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
Breckenridge Breckenridge Coffee Roasters Colorado Springs High Rise Coffee Roasters Colorado Springs Buy Well International Denver Gourmet Reserve LLC Denver Boyer Coffee Company, Inc. Denver Dazbog Coffee Company Denver Cafe Novo Coffee Roasters, LLC Denver Cafe Cartago Denver The Scottish Roaster, LLC Denver Kaladi Coffee Durango Durango Coffee Company Englewood Mountain State Golden Roast, LLC Fort Collins Cafe Richesse Grand Junction Colorado Legacy Coffee Minturn Vail Mountain Coffee & Tea Pueblo Solar Roast Steamboat Springs Steamboat Coffee Roasters Thornton Allegro Coffee Branford Willoughby’s Coffee & Tea goshen coffee-tea-etc,llc Hartford Baronet Coffee Inc. Lyme Ashlawn Farm Coffee Newington Omar Coffee Co., Inc. Old Saybrook Barrie House Coffee & Tea Co. Delaware City Delaware City Coffee Company Boca Raton 30 West Gourmet Coffee Cape Coral Java Gold Gourmet Coffee Roasters Clearwater Cinnamon Bay Coffee Roastery Clearwater Melitta Usa, Inc. Coral Gables Cafe Bom Dia Fernandina Beach Latitudes Coffee Roasters & Tea Merchants Gainesville Sweetwater Organic Coffee Company Hollywood San Giorgio Coffee Jacksonville Martin Coffee Co. Key West Island Joe’s Coffee Key West Baby’s Place Coffee Bar, Inc. Melbourne Carmo Specialty Coffee Miami Cafe Don Pablo Miami Bebidas y Alimentos S.A. (BASA) Miami Colonial Coffee Roasters, Inc. Miami Cafiver, S.A. De C.V. Port Charlotte Mrs. McDougalls Roasting House LLC Santa Rosa Beach Amavida Coffee and Trading Company Sarasota Latitude 23.5 Coffee & Tea Sarasota One World Coffee and Tea South Miami Abecafe Plantations LLC St Augustine Mystic Bean Coffee Company st petersburg Kahwa Coffee Roasting Tampa Valrico BROS. Coffee Co. Tampa Joffrey’s Coffee
970.453.5353 719.633.1833 866.402.5916 720.849-3213 800.452.5282 303.892.9999 303.295.7678 303.297.1212 303.922.3104 720.570.2166 800.748.2275 303.868.4454 970.484.1979 866.344.6558 970.827.4008 719-544-2008 970.879.4276 303.444.4844 800.388.8400 860.491.9920 860.527.7253 860.434.3636 860.667.8889 860.388.3605 302.832.3303 561.367.0405 800.381.1752 727.466.9200 888.635.4882 888.470.8010 904.277.8081 352.372.8342 888.253.6881 904.355.9661 305.294.1190 305.744.9866 321.298.0805 305.249.5628 504.551.6909 305.634.1843 866.511.1051 941.276.0381 850.376.1650 877.260.9212 941.400.2160 786.385.5945 904.669.7610 727-388-1340 866.792.3267 813.250.0404
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 IA IA ID ID ID IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IN
Alpharetta Americus Atlanta Atlanta Atlanta Atlanta Atlanta, Decatur Duluth Gainsville Marietta Roswell Smyrna Smyrna Woodstock Tyrone Captain Cook Captain Cook Holualoa Holualoa Honolulu Kahului, Maui Kailua-Kona Kailua-Kona Kailua-Kona Kalaheo Kauai Kealakekua Kealakekua, Kona Kualapuu Puunene Des Moines Urbandale Boise Coeur d’ Alene Sand Point Bourbonnais Champaign Chicago Chicago Chicago Chicago Downers Grove Edwardsville Evanston Geneva Gurnee Hanover Huntley Lake Forest Loves Park N. Chicago Palos Hills Schiller Park Spring Grove Avon
Queensport Coffee Cafe Campesino, Inc. Partners Coffee Company JavaJoe Java Co. Beanealogy The Buckhead Coffee Company Martinez Fine Coffees Atlanta Coffee & Tea Company Coffee Coffee Coffee!!!, Inc. St. Ives Coffee Roasters, Inc. Rona Inc Viazza Coffee Lakehouse Coffee Atlanta Coffee Supply Group Zambia Coffee Growers Association Jungljava Coffee Co. Koa Coffee Plantation Hoku Lani, Inc. Sugai Kona Coffee Buddha’s Cup Coffee Hawaii Coffee Company Maui Coffee Roasters Kona Brothers Coffee Roasting Inc. Hula Bean Coffee Inc. Mountain Thunder Coffee/Plantation Int’l Inc. Kauai Roastery Kauai Coffee Co. Greenwell Farms Inc. Kona Joe Coffee LLC Coffees of Hawaii Maui Oma Coffee Roasting Co., Inc. US Roasterie Friedrichs Coffee Treasure Valley Coffee, Inc. Cafe Avion Monarch Coffee Inc. Moon Monkey Coffee Company Columbia Street Roastery Intelligentsia Coffee Roasters & Tea Blenders The Coffee and Tea Exchange Specialty Coffee Retailer Metropolis Coffee Company Sara Lee Foodservice Goshen Coffee Company Casteel Coffee Cafe Navilu Hearthware Home Products Inc. Coffeemaria Chicago Coffee Roastery, Inc. PACTIV Corp JavaMania Coffee Roastery Inc. Coffee Fresh, Inc. South Chicago Coffee Fratelli Coffee Co. Coffee Masters, Inc. Bear Creek Coffee
800.747.1984 229.924.2468 404.344.5282 678.315.5717 678.296.1770 866.407.3090 800.642.5282 770.981.6774 678.473.1400 770.287.3200 770.421.9600 770.664.5176 404.799.7774 404.799.7774 800.803.7774 678.463.7836 808.328.8803 808.328.9910 808.322.7717 808.322.6712 808.847.3600 808.877.2877 808.331.0800 808.329.6152 808.325.2136 808.346-7244 808.335.3440 808.323.2862 808.322.2100 808.567.9490 808.871.8664 515.243.4409 888.612.5050 208.377.8488 877.432.7890 208.265.9382 815.304.1922 217.352.9713 312.563.0023 866.266.1936 832.444.7675 773.764.0400 800.682.7272 618.659.0571 847.424.9999 866.339.1004 888.689.2831 630.768.2043 847.669.1156 847.482.2700 888.280.5282 847.578.0772 708 228.0873 847.671.7300 800.334.6485 317.272.1446
IN IN IN IN IN IN IN IN IN KS KS KS KS KY KY KY LA LA LA LA LA LA LA LA MA MA MA MA MA MA MA MA MA MD MD MD MD MD MD ME ME ME ME ME MI MI MI MI MI MI MI MI MI MI MI MI
Fort Wayne Greencastle, Indianapolis Indianapolis Indianapolis Indianapolis Indianapolis Muncie noblesville Lawence New Century Wichita Wichita Louisville Louisville Winchester Baton Rouge Baton Rouge Covington Kenner Natchitoches New Orleans Shreveport Shreveport Acton Canton Chicopee Florence Lee Malden Northborough Orange West Newburg Annapolis Baltimore Crofton Laurel Millersville Rockville Bar Harbor Brunswick N. Berwick Rockland Westbrook Ann Arbor Brooklyn Flushing Goodrich Grand Rapids Grand Rapids Kalamazoo Lake Leelanau Lansing Nunica Okemos Plymouth
Three Rivers Coffee Co. Jameson Coffee Julian Coffee Roasters Stanton Coffee Hubbards and Cravens Harvest Cafe Coffee Roasters Harvest Cafe Coffee Roasters LLC. Alliance World Coffees Noble Coffee & Tea Z’s Divine Espresso, Inc. Danisco USA, Inc. Corsair Coffee Roasters Riffel’s Coffee Co. john conti Coffee Co. 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 French Market Coffee TheArtofCoffee.org Jelks Coffee Company, Inc. Terroir Coffee Dunkin’ Brands Galapagos Coffee Roasters Indigo Coffee Roasters Barrington Coffee Roasting Co., Inc. New England Coffee Co Armeno Coffee Roasters Coffeelands Landmine Trust Invalsa Coffee Caffé Pronto Coffee Roastery Keffa Coffee LLL Chesapeake Bay Roasting Company Orinoco Coffee & Tea, Ltd. The Cosmic Bean Coffee Company Mayorga Coffee Roasters, Inc. Benbow’s Coffee Roasters Wicked Joe Carpe Diem Coffee Roasting Co. Rock City Coffee Roasters The Freaky Bean Coffee Co Zingermans Coffee Roaster The Evelyn Bay Coffee Company, Ltd. The Coffee Beanery Shadrach, Meshach & ABeanToGo Schuil Coffee Ferris Coffee & Nut Co. Water Street Coffee Joint Higher Grounds Trading Co. Paramount Coffee Company Magnum Coffee Roastery Coffee Barrel Coffee Express Co.
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260.469.2233 800.694.9559 317.247.4208 866.280.1230 317.251.3198 317.585.9162 317-585-9162 765.282.1004 317.773.0339 785.842.7651 913.764.8100 316.941.9995 316.269.4222 502.499.8600 502.456.5108 727.573.0101 225.368.4544 225.751.2633 866.766.6629 800.344.7922 318.354.7747 800.554.7234 318.347.3205 800.235.7361 866.444.5282 781.737.3000 413.593.8877 800.447.5450 800.528.0998 781.844.3566 508.393.2821 800.325.3008 978.363.8100 410.626.0011 410 369 8997 800.927.6885 301.953.1200 410.370.1782 301.315.8093 207.288.2552 207.725.1025 207.676.2233 207.594.5688 877.278.0175 734.929.6060 800.216.7617 888.385.2326 248.819.7780 616.956.6815 616.459.6257 269.373.2840 877.825.2262 800.968.1222 616.837.0333 517.349.3888 734.459.4900
MI MI MI MN MN MN MN MN MN MN MN MN MN MO MO MO MO MO MO MO MO MT MT MT MT MT MT MT MT MT MT MT NC NC NC NC NC NC NC NC NC NC NC NC NC NC NC ND NE NE NE NE NH NH NH NH
Troy Walled Lake Waterford Anoka Buffalo Buffalo Duluth Le Center Minneapolis Mpls Paynesville Saint Paul St. Louis Park Chesterfield Kansas City Kansas City Laurie Raytown St. Louis St. Louis St. Louis Billings Billings Billings Great Falls Great Falls Great Falls Kalispell Lolo Missoula West Yellowstone Whitefish Asheville Carrboro Cary Charlotte Concord Durham Durham Greensboro Hampstead Hillsborough Raleigh Raleigh Wilmington Wilmington Winston-Salem Westhope, Bellevue Lincoln Omaha Omaha Amherst Canterbury Center Tuftonbor Dover
Enchantment Coffee Java Master Beanstro Specialty Coffee Roasters Paradise Roasters Custom Roasting, Inc. Asplund Coffee LLC Alakef Coffee Roasters, Inc. European Roasterie, Inc. Caribou Coffee Company, Inc. B & W Specialty Coffee Co. Midnight Roastery White Rock Coffee Roasters Tom Becklund Coffee LGC, LLC Parisi Artisan Roasters The Roasterie, inc. Omega Coffee Co. Puddin’ Head Coffee Ronocco Roasters Chauvin Coffee Corp. Ronnoco Coffee Co. Rock Creek Coffee Roasters City Brew Coffee & Cool River Roasters Beartooth Coffee Roasters Cool Beans Coffee Pub Morning Light Coffee Montana Roastery Group Inc. Fieldheads Coffee Company Hunter Bay Coffee Roasters, Inc. Liquid Planet Morning Glory Coffee & Tea inc. Montana Coffee Traders Asheville Coffee Roasters Carrboro Coffee Company 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. Eighth Sin Coffee Company Port City Roasting Co. 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.
734.945.4037 248.669.1060 866.239.1212 877.229.6336 763.682.4604 763.682.6633 218.724.6849 507.357.2272 888.227.4268 800.331.2534 320.333.0168 651.699.5448 952.929.9027 314.277.9585 816.455.4188 816.931.4000 573 374 6393 816.868.5581 800.428.2287 800.455.5282 314.371.5050 406.896.1600 888.545.4675 877.777.5282 406.454.8860 800.290.8443 406.453.8443 406.249.5775 406.273.5490 866.663.4820 406.646.7061 800.345.5282 828.253.5282 919.968.4760 919.462.3320 704.554.7111 800.933.2210 888.238.5282 919.688.5668 800.457.2556 800.573.5282 919.644.0111 919.881.8271 919.832.8898 910.796.6647 910.254.9277 336.726.8845 701.245.8080 402.932.8856 402.475.5531 402.330.6368 402.551.8422 603.578.3338 603.267.9444 603.569.6007 603.740.4200
Specialty Specialty Coffee Coffee Roasters Roasters Continued from page 19 NH NH NJ NJ NJ NJ NJ NJ NJ NJ NJ NJ NJ NJ NJ NJ NJ NJ NM NM NM NM NV NV NV NV NV NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY
Manchester Strafford Avon Boonton Bricktown Deptford Forked River Hackensack Hackettstown Jersey City Lambertville Maywood Mickelton Millville Newark Pennsauken Skillman Titusville Albuquerque Albuquerque Albuquerque Albuquerque Las Vegas Las Vegas Las Vegas Reno Reno Binghamton Bowmansville Brooklyn Brooklyn Brooklyn Brooklyn Brooklyn Corning Kingston Long Island City Long Island City Maspeth Melville New York New York New York New York Oneonta Port Chester Red Hook Rochester Rye Brook Syracuse Troy Water Mill Woodside
Java Tree Gourmet Coffees, Inc. Two Loons Coffee Coffees and Teas of Yesteryear MG Coffee Corim Coffee 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 Lacas Coffee Co Orpha’s Coffee Shop Coffee Bean Direct Red Rock Roasters New Mexico Coffee Co. Flying Star Cafe, Inc./Satellite Coffee New Mexico Pinon Coffee The Whole Bean Organic Planet Coffee & Tea Keoki’s Donkey Bean Coffee Company Wood-Fire Roasted Coffee Co. Agtron, Inc. Java Joe’s Roasting Co., Inc. Parkside Coffee Café La Semeuse Gillies Coffee Co. Coffee Holding Co. Hena Coffee Cup for Education Soul Full Cup Monkey Joe Roasting Co. Inc. White Coffee Corp. Fresh Direct Eldorado Coffee Ltd. 7-Eleven Inc. Nespresso LavAzza Colombian Coffee Federation, Inc. Porto Rico Importing Co. B. K. Associates International Waterfront Roasters J.B. Peel Coffee & Tea Company Spin Caffe Coffee Roasters illy Caffe North America, Inc. Cafe Kubal Coffee Roasters Grafton Hills Coffee Roasters, Inc. Hampton Coffee Company Shock Coffee
603.669.7625 603.664.5722 732.500.7377 973.277.5693 732 840-1670 800.597.2326 609.693.8822 201.343 .1793 908.852.1619 201.656.6313 609.397.0040 201.556.0111 856.832.0626 856.327.9962 973.344.2270 856.910.8662 609.430.2828 888.232.6711 800.873.9793 505.856.5282 505.255.1128 505.298.1964 877.536.5662 866.814.6728 702.216.0982 775.856.2033 775.850.4600 607.348.0444 716.681.3078 718.387.9696 718.499.7766 800.458.2233 718.272.8237 800.458.2233 607-936-9030 845.331.4598 800.221.0140 718.928.1195 718.418.4100 631.421.7809 800.566.0571 800.466.3287 212.421.8300 800.453.5908 607.432.1499 800.690.7230 845.758.1792 585.506.9550 800.872.4559 315.278.2812 518.686.3336 631.726.2633 888.337.4625
NY Yonkers Barrie House Gourmet Coffee OH Akron Susan’s Coffee & Tea OH Akron Angel Falls Coffee Company OH Berea Red Cedar Coffee Co. LLC OH Brecksville Caruso’s Coffee OH Cincinnati P&G OH Cleveland Berardi’s Fresh Roast, Inc. OH Columbus Crimson Cup Coffee & Tea OH Columbus Stauf’s Coffee Roasters/Cup O’ Joe OH Lancaster Chief Cooker OH Malvern Rosta’s Roast OH Rockbridge Hocking Hills Roasters, Inc. OH Sylvania Drake’s Fine Coffee Roasting OH Vandalia Boston Stoker OH West Chester A Coffee Affair L.L.C. OH West Chester Queen City Coffee Company OK Oklahoma City US Roaster Corp./Roasters Exchange OK Oklahoma City Neighbors Coffee ON Oakville Reunion Island Coffee Ontario Georgetown The Ultimate Bean Coffee Roasting Co. Ontario Windsor Colonial Coffee Co. Limited Ontario Woodbridge Oro Caffe North America OR Albany Allann Bros. Coffee Co., Inc. OR Ashland Noble Coffee Roasting OR Bandon Rayjen Coffee Company OR Central Point Mellelo Coffee Roasters OR Eugene Cafe Mam/Royal Blue Organics OR Joseph Motley Brew Coffee Company OR Newberg Caravan Coffee OR North Plains Oregon Coffee Roaster, Inc. OR Portland Coffee Bean International OR Portland Great Coffees of America OR Portland K&F Select Fine Coffees OR Portland Nossa Familia Coffee OR Portland Bridgetown Coffee Company OR Portland Portland Roasting OR Portland Kobos Coffee Company OR Portland Boyd Coffee Company OR Stayton Tico’s Coffee Roasting Co. PA Ardmore Main Line Coffee Roasters PA Beach Lake Beans, Inc PA Collegeville Claddagh Coffee Company PA Delaware Water Gap Watergap Coffee Company PA Hershey The Harbour Coffee Co. PA Lancaster College Coffee Roasters PA Langhome Bucks County Coffee Company, LLC PA Lewisburg Cafe Latte PA Philadelphia Ellis Coffee Company PA Philadelphia Blue Water Coffee PA Philadelphia La Colombe Torrefaction PA Reading The Reading Coffee Roasters PA Verona Arbuckle Coffee Co. Inc.
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800.876.2233 800.237.9056 330.376.5282 440.260.7509 440.546.0901 513.983.1000 800.876.9109 888.800.9224 800.778.2837 877.916.6537 330.863.1726 740.994.0454 419.882.0800 937.890.6401 513.759.2200 800.487.7460 405.232.1223 800.299.9016 800.565.5950 905.702.7728 519.966.9733 866.676.2233 541.812.8000 541.535.6825 541.347.4065 541.779.9884 888.223.3626 541.432.2326 503.538.7365 503.647.5102 503.227.4490 503.223.0033 800.558.7788 800.525.1610 503.224.3330 800.949.3898 503.222.2302 800.545.4077 503.999.8426 610.642.3066 570.575.6500 610.416.1534 570.897.6898 717.534.2439 717.293.0605 215.741.1855 570.546.6501 215.537.9500 215.848.3498 215.426.2011 610.373.7323 412.653.8378
PA RI RI RI RI SC SC SC SC SC SD SD SD TN TN TN TN TN TN TN TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX UT VA VA VA VA VA VA VA VA VA VA
West Chester Cranston Lincoln Providence Rumford Blythewood Columbia Greenville Orangeburg Travelers Rest Hill City Rapid City Rapid City Chattanooga Chattanooga Chattanooga Knoxville Maryville Nashville nashville Addison Arlington Austin Beaumont Brenham Carrollton Cedar Park Dallas El Paso Euless Fort Worth Fort Worth Houston Houston Houston Houston Houston Nacogdoches Oak Point San Angelo San Antonio Spring Tyler Tyler Logan Charlottesville Lexington Luray Norfolk Orange Portsmouth Ruckersville Salem Spotsylvania Stuart
Morning Star Coffee Hottop USA Autocrat Coffee and Extracts Coffee Exchange New Harvest Coffee Roasters Iron Brew Coffee Co. Turtle Creek Coffee Upstate Coffee Roasters Orangeburg Coffee Roasters Leopard Forest Coffee Company Dry Creek Coffee Bully Blends Coffee & Tea Shop Dark Canyon Coffee Co. Greyfriar’s Coffee, Rarecoffee.com Stone Cup Roasting Bluff View Art District, Inc. Goodson Bros Coffee Company, Inc. Vienna Coffee Company, LLC Bongo Java Roasting Co. Gridge’s Coffee & Roasting Co. Addison Coffee Roasters Mawker Coffee Caffe Sanora Texas Coffee Co. Independence Coffee Co. Aah! Coffee Waterfall Gourmet Beverages Globex America El Paso Coffee Roasters, LLC Java Nights Rodak’s Custom Roasted Coffee Mother Parker’s Tea & Coffee Inc. Cadeco Industries Inc Voyava Republic Lola Savannah GP R. Dalton Coffee Co. Jumel Leasing Java Jack’s Coffee House Brand Fair Farms Coffee Roasters and Tea Company DeCoty Coffee Co. Aspen Beverage Group Cuvee Coffee Roasting Company Distant Lands Coffee Roaster Coffee City USA Caffe Ibis Coffee Roasting Co Shenandoah Joe Coffee Roasters Lexington Coffee Roasting Co. Kiariz Coffee Source First Colony Coffee & Tea Orange Roaster Segafredo Zanetti USA Inc./La San Marco Mountain View Coffee Roasters Mill Mountain Coffee Blackstone Coffee Co. Honduras Coffee Company
888.854.2233 401.497.1008 401.333.3300 401.273.1198 401.438.1999 888.448.1441 803.419.2020 864.275.0442 803.536.9684 864.834.5500 605.209.4999 605.342.3559 605.394.9090 423.400.8929 888.698.4404 423.265.5033 800.737.1519 865.567.2058 615.777.2572 931.525.3900 972.404.1145 469.569.6718 512.732.8300 409.835.3434 979.836.3322 214.636.6790 512.258.5281 214.353.0328 915.587.7526 469.682.5355 817.924.6821 800.387.9398 713.670-0700 713 579.4963 713.222.9800 713.934.8234 713.516.8750 936.560.3975 972.294.1266 915.655.5607 210.684.6363 866.688.6608 800.346.5459 888.583.9526 888.740.4777 434.295.4563 800.322.6505 540.743.3280 800.446.8555 866.739.5282 281.821.3717 434.985.1563 540.989.7749 540-226-2324 877.466.3872
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 WI WI WI WI WI WI WI WI WI WI WV WY WY WY
Bristol Burlington Waterbury Waterbury Bellevue Bellingham Burlington Camano Island Camano Island, Cle Elum Ellensburg Everett Kent Lynnwood Maple Valley Mt. Vernon Olympia Olympia Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Shoreline Shoreline Snohomish Spokane Spokane Sumner Sumner Tumwater Tumwater University Place Vancouver Vashon WOODINVILLE Beloit Elkhart Lake Lake Mills Madison Madison Milwaukee Sheboygan Sturgeon Bay Two Rivers Watertown Ellenboro Jackson Hole Laramie Sheridan
Vermont Coffee Company Speeder & Earl’s Inc. Vermont Artisan Coffee & Tea Green Mountain Coffee Roasters Attibassi Moka Joe Fidalgo Bay Coffee Camano Island Coffee Roasters Black Dot Coffee/Hendrix Brother Coffee Pioneer Coffee Roasting Company D&M Coffee Company Urban City Coffee Roasters McCauley Coffee Roasters, LLC Silver Cup Coffee Java! Java! Coffee Co. La Crema Roasting Company Batdorf & Bronson Coffee Roasters Olympia Coffee Roasting Co. Fonte’ Coffee Roaster Caffe D’Arte Caffe Luca Coffee Roasters CAFFE VITA Coffee Roasting Co. Caffe Umbria, Inc. Tully’s Coffee Zoka Coffee Roaster Starbucks Coffee Co Pura Vida Coffee Seattle Gourmet Coffee Giday’s Coffee Lowery & Co. Inc. Craven’s Coffee Company Thomas Hammer Coffee Roasters Dillanos Coffee Roasters Fox Hollow Coffee, Inc. Raven’s Brew Coffee-WA Dominic’s Coffee Co. Firehouse Coffee Company BJ’s Coffee Roasters CoffeeTalk/Hospitality News ISLE OF GRANELLI The Broaster Company Wild Grove Roastery Coast-to-Coast Cafe, LLC Ancora Coffee Roasters, Inc. Kaldi’s Best, LLC. Alterra Coffee Roasters, Inc. Wild Carrot Cuisine LLC/Vida Coffee Door County Coffee & Tea Co. The Metal Ware Corporation Berres Brothers Coffee Happy Trails Cafe Great Northern Coffee Co., Inc. Coal Creek Coffee Co. James Smith
November 2007
802.453.2776 802.660.3996 866.882.7876 800.545.2326 425.957.1725 360.714.1953 360.757.8818 360.387.7493 877.262.3706 509.674.4100 800.264.5282 866.797.5282 253.859.4303 800.311.7275 425.432.2184 360.333.1035 800.955.5282 360.753.0066 888.783.6683 800.999.5334 206.575.2720 206.709.4440 206.762.5300 206.233.2070 206.217.5519 206.318.6937 877.469.1431 206.417.5599 206-407-4163 360.668.4545 800.214.2326 509.535.4806 800.234.5282 253.891.0500 800.917.2836 866.759.9036 253.606.4134 503.357.1195 206.686.7378 425.487.6824 800.365.8278 414.807.3699 866.648.8244 608.255.2900 608.252.9700 414.273.3747 920.207.7672 800.856.6613 800.624.2949 920.261.6554 304.869.3635 800.216.5323 800.838.7737 307.672.1744
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NewsBites
CoffeeTalk Chamong estate, Organic Darjeeling Estate now replaces Darjeeling Choice Estate in the foodservice boxes of Tea Pouches™. Mighty Leaf’s commitment to flavor and going organic when possible will continue to develop well into 2008. Organic Darjeeling Estate nurtures the multi-sensory approach to tea that is a longstanding key thread in what distinguishes Mighty Leaf Teas. For more information visit www.mightyleaf.com.
Continued from page 16
Best method of brewing coffee gets personal
Introducing the world’s first and only coffee naturally grown with only 1% caffeine: Daterra Coffee’s Opus 1 Exotic Following twelve and a half years of intense breeding and cultivation, Daterra Coffee of Brazil announces Opus 1 Exotic, the first 100% Arabica coffee grown to be naturally lower in caffeine. With less than 1% caffeine, Daterra Coffee’s Opus 1 Exotic is the first naturally grown low-caffeine coffee available to Specialty Coffee roasters. Developed through natural breeding methods, Opus 1 Exotic is not genetically modified; rather it has been meticulously bred from ancient Ethiopian varieties of Caffea Arabica, the finest coffees in the world. Opus 1 Exotic is not a GMO product and poses no threats that are so often associated with GMO products. All Daterra Coffees, including Opus 1 Exotic are Rainforest Alliance certified, ISO 14001, and Utz Kapeh certified. For more information contact the company at Andreza@daterracoffee,com.br.
Introducing Dixie® Smart Top™ reclosable cup lid Georgia-Pacific Food Services Solutions announces the arrival of its Dixie® Smart Top™ Reclosable Lid, the unique cup lid with a built-in sliding mechanism for easy opening and closing, allowing consumers to Dash without the Splash! The Smart Top reclosable lid fits all popular sizes of the Dixie® PerfecTouch® Insulated cup line and paper hot cups while offering added benefits of heat retention and increased mobility. The Smart Top reclosable lid protects your beverage with the sliding the plastic tab that moves forward or back with one hand to seal the drink opening. For more information visit www.gp.com.
Monin Flavor Cafe: creating and serving world-class beverage innovation Inspiring ideation and delivering innovation, Monin Gourmet Flavorings brings product development to a new level with its Flavor café. An in-house, full service commercial bar and coffeehouse, the Monin Flavor Café is designed to encourage every stage of beverage development – ideation, recipe development, presentation and implementation. The Monin Flavor Café offers an ideal location for ongoing product development and testing in an environment that simulates how operators feature Monin products. For more information visit www.monin.com.
BODUM®, industry leader in the US specialty coffee maker category, perfects the single cup of coffee with the introduction of the Bistro Mug Press, winner of the 2007 iF Design Award. The Bistro Mug Press features the Bodum coffee press system scaled down to fit into any mug or coffee cup. Whether at home or the office, one can enjoy coffee the Bodum way, just one cup at a time. Made of stainless steel, the Bistro Mug Press features a black santoprene rim adapter that holds the press in place within the mug. For more information visit www.bodumusa.com.
Torani chooses four winners in national student art contest Winning student’s artwork is displayed on limited-edition beverage labels; Torani to donate percentage of proceeds to the Afterschool Alliance. The artwork of budding student artists in California, Ohio, Rhode Island and Texas is on display in coffeehouses and kitchens throughout the country, promoting flavorful beverages and serving a good cause as well. The students’ artwork was selected from hundreds of entries submitted by after school students around the country, and their work was celebrated at Italian soda parties sponsored by Torani at their schools and after school programs. Torani, the number one specialty syrup in North America, will donate five percent of the product’s sales from September through December to the Afterschool Alliance. For more information visit www.torani.com.
S&D Coffee, Inc. doubles tea blending capacity to 22 million pounds annually S&D Coffee, Inc., one of the nation’s largest foodservice iced tea providers and foodservice coffee manufacturers, announces the relocation of its tea operations into a new 44,000 squarefoot building that enables the company to double blending capacity from 11 million to 22 million pounds annually. S&D’s totally enclosed, computercontrolled tea blending equipment allows the company to manufacture a variety of tea blends using teas from the around the world. For more information visit www.sndcoffee.com.
Bistro double wall glasses enhances the drinking experience BODUM®, leader in well-designed products for the home, expands its proprietary and award-winning doublewall thermo glass family with the addition of the Bistro Double Wall Glasses. Made of heat resistant borosilicate glass, these vessels guarantee that their contents will remain hot for a longer period of time while the glass itself remains cool to the touch. Winners of the 2007 iF Product Design Award, the Bistro Double Wall Glasses are available in several sizes, perfectly suited for a multitude of hot and cold beverages as well as desserts. For more information visit www.bodumusa.com.
Exciting news for the United States tea market BODUM® presents the Bistro Iced Tea Jug Made of ultra-light but sturdy borosilicate glass, the stylish Bistro Jug is easy to use – simply add the tealeaves of choice into the filter; fill with hot water; then chill with ice or in the refrigerator. Remove the infuser before serving and enjoy the tea’s refreshing, crisp taste. Winner of the 2007 iF Product Design Award, the Bistro Iced Tea Jug is available in two versions – either with a stainless steel filter or with an acrylic filter. For more information visit www.bodumusa.com.
Bolivia, for the first time, will be exporting certified (IMO) organic teas to the United States! These teas will be distributed by Simpson & Vail, Inc, a 78 year old specialty tea company in Brookfield, CT. The USAid Agency has supplied funds for cultivation and has provided marketing expertise to Bolivian farmers to produce and export organic teas. These organic teas are produced at the “ChaiMate” gardens in Northern Bolivia. The four teas that are being imported from Bolivia consist of two black teas and two green teas. For more information visit www.svtea.com.
An exotic tea collection made only with the good stuff - all natural tea flavors
KEIKO introduces organic green tea powder ingredient Green tea (matcha) is a nutritional power food and consumers know it! KEIKO Teas offers KEIKO Kabuse No. 2 Green Tea Powder. This is a high quality, certified organic, half-shaded, Japanese green tea powder for use in food, as well as health supplements and beauty products. Unlike other green tea powders, KEIKO Kabuse No. 2 Green Tea Powder is created from Japanese, half-shaded tea from June’s 2nd picking. The whole tea leaf, including the “veins”, is used in a proprietary technique perfected by KEIKO, Japan. Also perfect at retail and food service level for espresso-style matcha for “green espresso” and “green lattes”, etc. KEIKO also offers four other types of virgin matcha from early pickings. Retail, bulk and private label pricing available. For more information visit info@keiko-tea.us.
Mighty Leaf Tea continues organic expansion with new Organic Darjeeling Estate The last of three existing Mighty Leaf Tea blends transitioning to organic in 2007, Organic Darjeeling closes the circle for the year on new organics. Now featuring tea leaves from the renowned
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Lindsay’s Teas offers an attractive nitrogen-flushed canister program with an extensive selection of the world’s finest and most unique blends and playful packaging. We extend our line by offering “All-Natural” flavors, nothing artificial here, such as Guava Green, Honeydew Green, Blanc de Pom Pom White, Fig de Blanc White, Vanilla Pu Erh, Kookiedoodle and Cinnamon Orangerie Black Tea. Each canister contains nothing but the good stuff- 20 all natural, unbleached round tea bags. They are easy-to-stack,eye-catching, different in design and available in small minimum quantities. For more information visit www.lindsaysteas.com.
Introducing new Superfruit Teas by The Republic Of Tea The Republic of Tea, leading purveyor of premium teas, introduces a new line of seven Superfruit Teas, available in full leaf, tea bags and as ready-to-drink bottled iced teas. Superfruit Teas are made from a base of the finest China green tea expertly blended with deeply pigmented superfruits like pomegranates, black raspberries and açai berries recognized for their superior antioxidant qualities, reported health benefits and vibrant flavors. For more information visit www.republicoftea.com.
November 2007
CoffeeTalk
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November 2007
CoffeeTalk
Gain momentum You’ve chosen your waves and you can feel the water rushing around as you paddle to gain momentum. The fliers arrive from the printer. You submit the ad to the publication. Go over your system for measurement with the staff one more time.
by Lisa Olson
Riding the wave Your heart races as you climb on top of the board. The wave of all your hard work is behind you thrusting you toward your objective. As a marketing surfer, you know this is no time to rest. It is vitally important that you keep one eye on the wave and one eye on the horizon by constantly monitor results against your objective. You must be keenly aware of every movement of the wave and where your weight is. Listen to your customers comments, ask the wait staff what they are hearing, and have them ask key questions to draw out feedback. You need to be able to shift your weight to respond to ripples: tweak the copy, revise an offer, and adjust your monitoring systems.
Ride the Marketing Wave of Marketing Success As 2007 is winding down, will you be ready to ride a wave for marketing success in ‘08? Grab your favorite surfboard. Let’s go see if we can catch the big one! Paddle and plan Paddle time is planning time. First, mentally prepare yourself for the ride by writing down a clear, specific marketing objective for 2008. Let’s say you want to increase lunch hour traffic. If senior citizens, for instance, will help you get there, then make them your target audience. Write down all the things that will attract and motivate them to come to your establishment. Prioritize. The #1 reason to come will be the lead on your ad copy. Now, decide how you are going to reach them...donations for a social event to keep your name in front of them, local newspaper ad, senior newsletter ad, fliers? Make sure you have a plan on how are you going to measure your success. Set a time period (February, March April) and methods (coupons, head counts, customer surveys). Wait and prepare You have paddled far enough; now it’s time to wait for just the right wave. Share your plan of action with your staff and get their feedback, buy the ad space, write the ad, produce the fliers, call the senior center event coordinator.
Sneaker waves Watch for the unexpected sneaker wave that will knock you off your board. How you respond to customer-stealing promotions by a key competitor and changes in customer needs determines whether you swim or drown. Fall and learn Let us hope you fall off your board occasionally as you learn what works and what does not. Of course, chalk up your successful navigation of the surf. However, learn even more from your miscalculations, as they will make you a more experienced surfer for the next wave. So get right back on and keep going. Run the ad again, change the offer item from free appetizers to desserts how does this affect the ride? As the waves die down and your ride ends, you have new wisdom. Now, paddle back out there and ride the next marketing wave. Whether you are surfing the waves off Waikiki or the waves of the restaurant business, planning, measuring, and practicing will make you a better surfer. Hang 10 CT Lisa Olson is the President of Smart Marketing, Inc. Have a marketing question? Submit it to Lisa at lisa@you-r-smart.com.
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November 2007
CoffeeTalk
FG! NewsBites by Jimmy Sneed
Road Trip!!! Editor’s Note: Last month we started following Jimmy on his culinary motorcycle odyssey across America. This is that continuing saga… Next on the list was Birmingham, Alabama. I had met Frank Stitt at charity events and heard good things about the Highlands Bar and Grill. It was on our route and, besides, who could pass up a chance to visit Birmingham? Frank’s place was busy, as it should be on a Saturday night. The press makes it sound fancy, but it’s not. In fact, it was more like a neighborhood bistro in a bigger town. The menu was stocked with the usual suspects: tuna, salmon, seared scallops, foie gras. Added to that was the southern touch: grits, quail, bourbon. The next morning we’re back on the bike and heading to Texas. We opted to make a beeline to Houston, thus bypassing New Orleans. We stopped on Lake Ponchetrain at a fry joint called Vera’s Place, aka The Rat’s Nest. The view was great but despite the abundance of locals, the food was pretty much greasy and bland. If you go anyway, for god’s sake stay away from the fried stuffed shrimp, a house specialty. When we arrived in Houston it was a late Sunday evening. We checked in to a motel and decided to stay close and try the authentic looking Taqueria Aranbas next door. I figured it had to be good, judging by the 20 or so NO GUNS ALLOWED signs, in Spanish and English, on the walls and windows. And it was good. Very good. And cheap. Tongue tacos, spiced pork, tripe and really good beans and rice. The next day I’m looking forward to seeing an old buddy from our days together at the Four Seasons Hotel in Washington. His name is Mark Cox, though nobody seems to have heard of him. How can that be? Zagat said his was the best restaurant in Houston. It’s called Mark’s Restaurant and it’s in a renovated church. Looks expensive. We sneak in for lunch and get the menus. “Excuse me,” I said to the waiter. “You gave us the dinner menu by mistake.” “Sorry,” he said, looking a bit embarrassed. Then, glancing at the menu he noted “this is the lunch menu, Sir.” “What? $14 apps, $22 entrees? For lunch? You’re [kidding] me. I want to see the chef.” Despite 20 years and 30 pounds, Mark recognized me as he approached the table. (Ok, 40 pounds). We reminisced about old times and each bragged about our bikes. (He had a Trophy). As to the prices, he was adamant that his was not the most expensive restaurant in Houston. Still, good thing he bought our meal or we may have had to cut our trip short. Dinner that night was at Café Annie, home to Chef Robert Del Grande. The place had sort of a businessman’s steakhouse feel but the menu was decidedly Southwestern: tamales, huitlacoche, red chile pecan sauce, marinated ancho chiles, coco roasted filet of beef, tomatillo relish. Robert was off somewhere cooking with Dean Fearing. But the really cool thing is that the odometer on the bike turned 50,000 miles right there in the parking lot! Next stop, Austin. I’m very excited about this. Austin is home to a rock ‘n roll superstar from the 70’s named Shawn Phillips. (His three greatest accomplishments: “I gave Joanie Mitchel guitar lessons, I gave George Harrison sitar lessons, and I turned the Moody Blues onto acid.”) Through a hole in the fabric of time and space, I was able to meet him a couple of years ago. He invited us to stay with him if we ever made it to Austin. Life is good. He wouldn’t allow us to take him out to dinner, however, and insisted we taste his pasta dish. It needed salt. On to El Paso. We didn’t really have high hopes, foodwise, but I was very excited about touring the Lucchese boot factory. I’ve been wearing Luccheses for almost 30 years and am the proud owner of several pair, from anteater to crocodile. Even though the new ownership has banned visits, a buddy managed to get us in. (I promised him food.) The tour turned out to be one of the highlights of the trip. We even saw them laying out the leather for Arnold Schwartzenegger’s new alligators. He’s gonna pay $6,200 for them. Not me. I shop at their outlet store for the bargains. Across the street from Lucchese we dined at Dos Nidos, a small Mexican spot in a strip mall. Tortilla soup, caldo res (beef soup with cabbage and lime) and huevos rancheros. Simple Mexican fare, very good. Which reminds me. I forgot to tell you about dinner the night before. Quite possibly the worst meal I’ve ever had in a restaurant. The van driver at our hotel had suggested a local Mexican restaurant as the best in town. When it turned out to be closed he opted to drop us off at a nearby tourist trap called La Hacienda. They served us a pork chop, deep fried, dredged in salt and garnished with a deep fried scallion and a deep fried jalapeno. That was the good part. The guacamole was so spoiled it bubbled and the shrimp were foul. The manager agreed and reduced our check by $15. What a guy. Phoenix was next. We dropped in unannounced to dine at Christopher’s Fermier where hosts Christopher and Paolo Gross were holding court. I’ve misplaced my notes on the dinner but I do remember a hangar steak and an awesome cup of illy café espresso. And I remember what Paolo was wearing. Las Vegas, here we come. They’re putting us up at the MGM Grand. No motel coupons for us now. No sireeee. We’re living large for the next four days. I’m really looking forward to a meal at Jean-Louis’ favorite Chinese restaurant, Joyful Garden. Other than that, we’ll see what happens.
Largest KFC franchisee in Canada selects Radiant Systems
Las Vegas is sweet on Dunkin’ Donuts
Expanding its presence in the global hospitality industry, Radiant Systems, Inc. (NASDAQ: RADS) announces that Priszm Limited Partnership, the largest YUM! Brands franchisee in Canada, has selected the MenuLink.NET™ back office system. Under this new agreement, Radiant and Priszm will implement the MenuLink solution in all company locations. The solution’s centralized database and extensive library of built-in reports will provide detailed insight into restaurant performance, including key financial metrics, on a store-level, regional or company-wide basis. For more information visit www.radiantsystems.com.
Contrary to the popular slogan, Dunkin’ Donuts hopes what happens in Vegas doesn’t stay in Vegas, but is duplicated in markets throughout the country. Following the opening of the region’s first Dunkin’ Donuts, located at 409 E. Silverado Ranch Boulevard, the world’s largest coffee and baked goods chain announced that the new restaurant has set a new opening week sales record, making Las Vegas the site of the most successful new store opening in Dunkin’ Donuts’ 57-year history. According to Dunkin’ Donuts, the new store: served more than 89,500 donuts and poured 8,666 cups of coffee during the first week. For more information visit www.DunkinDonuts.com.
Radiant Systems launches takeout solution Expanding its portfolio of innovative technology for the hospitality industry, Radiant Systems, Inc. (NASDAQ: RADS) announces the launch of the Aloha TakeOut solution. Aloha TakeOut is an add-on software module for the industryleading Aloha Point-of-Sale solutions that enables restaurants to manage takeout orders more efficiently, delivering faster service and higher quality food, creating an exceptional guest experience. The Aloha TakeOut solution streamlines take-out service with advanced features such as caller ID, an order management queue, internet-style searches for guest names and orders, repeat prior order and future delayed order features, and a robust guest database with multiple addresses and phone numbers, VIP status, and a notes section. For more information visit www.radiantsystems.com.
Virgil Clinebell inducted into National Ice Carvers “Ice Sculpting Hall of Fame” The National Ice Carvers Association (NICA) recently honored Virgil Clinebell for his accomplishments in the industry by inducting him into the Ice Carvers Hall of Fame. The candidates were chosen for having a life long commitment to ice carving/having made a significant contribution and achievements to the field/and having a high morale standard and character that exemplifies the NICA code of ethics. For more information visit www.clinebellequipment.com.
Next month: Back to Virginia. CT Jimmy Sneed was chef/owner of The Frog and the Redneck in Richmond, Virginia and a two time James Beard nominee. He currently operates SugarToad Management, a restaurant and product development consulting business. Email Jimmy jimmy@fgcoffeetalk.com. www.coffeetalk.com
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Green Tea Going Green By Donna Fellman
Now we know black tea is black because the green tea leaves were fully oxidized during processing. In fact, they were not just allowed to oxidize, the leaves were crushed and rolled and left out for a time to promote oxidation. Putting two and two together, we suspect that green tea is green because the leaves were not crushed and rolled and left to oxidize. This is exactly right. After withering most green tea leaves are heated in large woks. The heat kills the enzymes that promote oxidation. At the same time, the leaves are being shaped by pressing them against the side of the wok (to produce a flat leaf) or by rolling them around (to produce a twisted or balled leaf.) China, still today the masters, developed this method of pan-firing green teas. Lung Ching, translated as Dragon Well, is one of the classic, most well known Chinese pan-fired green teas. With its flat, broad whole leaf and soft yellow green color, it exemplifies this type of tea. There are literally hundreds of panfired Chinese green teas available in the US today. In Japan, the freshly picked and withered green tea leaves are steamed before processing to prevent oxidation and set the green color. The leaves are shaped as they are rolled and pressed during the firing processes. Sencha is the classic green tea of Japan. Sencha leaves appear flat but closer inspection reveals that there is a twist in the needle-like leaf from the rollers that are used in production. The color is a bright, deep green with an intensity imparted by the steaming. While it is the most popular green tea in Japan, Genmaicha is the most popular Japanese tea in the US. The taste of the green tea is made mellow and nutty with the addition of toasted and popped rice. You may not recognize the name of matcha as green tea, but if you have had any kind of blended green tea drink or green tea ice cream with a brilliant green color, you have had matcha. All tea used to be powdered tea before the invention of the loose-leaf tea style with which we are most familiar. Matcha is the tea used in chanoyu, the Japanese tea ceremony. The minimal processing of green tea helps preserve not only the color but also the green state of the polyphenols in the leaf. Green tea is an unequaled source of EGCG (epigallocatechin gallate) one of the most powerful antioxidants in our diet.
“Fruits, vegetables, and tea all contain important antioxidants. Research suggests these phytonutrients may contribute substantially to the promotion of health and the prevention of chronic disease. For example, recent research studies reveal the antioxidants in tea may inhibit the growth of cancer cells and support cardiovascular health,” stated Jeffrey Blumberg, Ph.D., F.A.C.N, Chief of the Antioxidants Research Laboratory at Tufts University. While it is hard not to talk about green tea without talking about health, - even I could not resist - that is not the only reason to drink green tea. Green teas taste really good. The reason so many people think they do not like green tea is that they have not met one they really like. That may have more to do with the possibility that they have not met one that was prepared well. Unlike black tea, which is commonly brewed 4 to 5 minutes in boiling water, green tea needs to be treated a little more delicately. The water should be around 180 degrees Fahrenheit. That means well below the boil. Boiling water is characterized by tumultuously roiling bubbles if you can see the water, or a strong head of steam coming out of the teakettle. Water at around 180 degrees is sending up strings of bubbles or has a soft, wafting steam coming out of the kettle. Brewing green tea with water that is too hot will make it bitter. Green tea should not be steeped as long as black teas. My personal preferences are 3 minutes for Chinese green teas, and two minutes max for Japanese green teas. (If you are using teabags use even less time – true for black tea too.) However, here I stress personal. Try experimenting with the steeping time. It can make a big difference in the taste of a green tea. So go ahead, give green teas another chance if you have been left with a bad taste in your mouth from a poorly prepared green tea before. CT Donna Fellman is co-author of Tea Here Now and director of the Tea Education Alliance (T·E·A), offering professional consulting and training programs to the tea industry. She is also chairman of the Specialty Tea Institute’s Education Committee. You can reach her at Donna@TeaEducationAlliance.com
Tea Talk — Tea Talk — Tea Talk (214) 353-0328
Cavallini
www.cavallinicoffee.com
Unique hand flavored teas & herbs. You name it, we make it, DELICIOUSLY! ie: Blackberry Basil, Italian Fruit, Peach Champagne Our address is 2324 Shorecrest Dr Dallas, TX 75235
Casablanca Market
(650) 964-3000
www.casablancamarket.com Fair-Trade Co. Exclusive selection of high-end quality hand-crafted Moroccan tea glasses, trays, tea pots, and other goods. 793 Castro Street, Mountain View, CA 94041 www.CoffeeTalk.com
(877) 892-0013
Divinitea® www.divinitea.com Certified Organic Loose Leaf Teas Over 200 varieties Custom blending available Organic tea specialists since 1997
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November 2007
Advertiser Listing Company .........................................Phone .................Web Page ...............Page #
CoffeeTalk
Coffee Fest Booth #
Action Pac Scales & Automation .......................805-487-0403 ............www.actionpacscales.com.....................28 Agtron, Inc.........................................................775.850.4600 ............www.agtron.net.....................................15 Alcohol Controls Inc...........................................800.285.2337 ............www.alcoholcontrols.com......................26 Armeno Coffee Roasters....................................508.393.2821 ............www.armeno.com..................................18 Astoria-General Espresso Equipment Corp. .........336-393-0224 ............www.astoria.com ..................................31..............301 Big Train Inc. .....................................................800.BigTrain...............www.bigtrain.com .................................32..............801 Bodum, Inc.........................................................877.992.6386 ............www.bodumusa.com..............................31 Boyd Coffee Company .......................................800.545.4077 ............www.boyds.com....................................18..............500 BriteVision .........................................................877.479.7777 ............www.britevision.com .............................25 Cafe de El Salvador............................................503.2267.6600 ..........www.salvadorancoffees.com .................11............1223 CAFEMAKERS ...................................................808.443.0290 ............www.cafemakers.com ...........................31 Caramoo ............................................................206-938-1876 ............www.caramoo.com................................28 Casablanca Market............................................650.630.1881 ............www.casablancamarket.com .................29 Chocolate Graphics International........................615.826.9432 ............www.chocolategraphicsus.com..............28 Claddagh Coffee Company.................................877-2hot-cup ..............www.CladdaghCoffee.com.....................18 Clinebell Equipment Co., Inc. ..............................800.699.4423 ............www.clinebellequipment.com.................27 Coffee Fest........................................................800.232.0083 ............www.coffeefest.com .............................23 Coffee Holding Company....................................800.458.2233 ............www.coffeeholding.com ........................17..............123 Coffee Kiss Travel Plug......................................951.845.7418 ............www.mycoffeekisses.com .....................28..............835 Comfort Grip Wrap.............................................312.337.0072 ............www.comfortgripwrap.com ...................28 Costellini’s.........................................................888.889.1803 ............www.costellinis.com..............................28..............427 Cup for Education ..............................................800.458.2233 ............www.cupforeducation.org......................28 CustomCool .......................................................718.220.1140 ............www.customcool.com............................20 Design & Layout Services ..................................800.471.8448 ............www.designlayout.com..........................31..............907 Divinitea ............................................................877-892-0013 ............www.divinitea.com ................................29 Eagle Web Press ................................................800.800.7980 ............www.eaglewebpress.com ......................26 Entner-Stuart Premium Syrups...........................800.377.9787 ............www.entnerstuartsyrups.com................31 Espresso Parts Northwest .................................360.357.7781 ............www.espressoparts.com........................21..............823 Espresso Specialists, Inc....................................800.367.0235 ............www.franke-cs.com...............................31 Everpure ............................................................800.323.7873 ............www.everpure.com................................31 F. Gaviña & Sons...............................................800.428.4627 ............www.gavina.com ...................................18 First Colony Coffee & Tea .................................800.446.8555 ............www.firstcolonycoffee.com...................19 Flair Packaging International..............................920.720.3033 ............www.flairpackaging.com .......................31............1122 Frey-Moss Structures.........................................800.366.6385 ............www.frey-moss.com................................3 Globex America..................................................214.353.0328 ............www.cavallinicoffee.com.......................29 Great Northern Coffee Company........................800.216.5323 ............www.greatnortherncoffee.com ..............19 Honey Smoked Fish Co. .....................................303.674.4636 ............www.honeysmokedfish.com...................24 Java Jacket.......................................................800.208.4128 ............www.javajacket.com .............................13..............922 JavaJoe Java Co. ..............................................678.315.5717 ............www.javajoejavaco.com ........................18 JavaMania Coffee Roastery Inc. ........................815.885.4661 ............www.javamaniacoffee.com....................18 Latitude 23.5 Coffee & Tea...............................877.260.9212 ............www.latitudecoffee.com........................18 LBP....................................................................800.545.6200 ............www.lbpmfg.com...................................17..............319 Millrock .............................................................800.645.7625 ............www.millrock.com......................15,27, 31..............711 Monin Gourmet Flavorings .................................800.966.5225 ............www.monin.com......................................5..............601 Oregon Chai.......................................................888.874.2424 ............www.sellchai.com....................................2 Pacific Bag, Inc..................................................800.562.2247 ............www.pacificbag.com .......................28, 31..............507 Palazzolo’s.........................................................800.443.5286 ............www.4gelato.com..................................21 Planetary Design................................................888.327.9908 ............www.planetarydesign.us........................11............1200 Porto Rico Importing Co.....................................800.453.5908 ............www.portorico.com ...............................18 Probat Burns, Inc...............................................901.363.5331 ............www.probatburns.com.............................9 Radiant Systems, Inc. featuring the Aloha product suite.......................770.576.7055 ............www.radiantsystems.com......................13 Rocket Man, Inc. ...............................................800-921-0199 ............www.rocketman.com.............................23..............925 Rona Coffees.....................................................800-JAVA123.............www.ronainc.com..................................30 Service Ideas, Inc...............................................888.999.8559 ............www.serviceideas.com ..........................31............2147 Silver Cup Coffee...............................................800.311.7275 ............www.silvercupcoffee.com..............6, 8, 10 .............517 Techni-Brew International..................................800.223.8211 ............www.boyds.com....................................31 The Espresso Shopper........................................888.580.3639 ............www.theespressoshopper.com...............19 The Great American Dessert Expo......................718.854.4450 ............www.dessertexpo.com...........................27 The San Francisco Chocolate Factory ................415.677.9194 ............www.sfchocolate.com ...........................23............1226 Torn Ranch........................................................800-721-1688 ............www.tornranch.com ..............................11 Visions Espresso Services ..................................206.623.6709 ............www.visionsespresso.com/ ....................28..............410 Vita-Mix Corporation..........................................800.437.4654 ............www.vitamix.com/foodservice ...........7, 31 ..1002,1006 Walker Coffee Trading Company........................713-291-9967 ............www.walkercoffee.com.........................28 Your Brand Cafe ................................................866-566-0390 ............www.yourbrandcafe.com.......................30 Zoka Coffee Roaster..........................................206.217.5519 ............www.zokacoffee.com ............................19..............501 www.coffeetalk.com
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