May 2008 by CoffeeTalk Magazine

May Ma y 2008 200 08 8

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May 2008

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May 2008

CoffeeTalk

Features Food or fuel

–

Calendar May 02-05

2008 SCAA Conference & Exhibition, Minneapolis Convention

Page 8- CoffeeTalk

Center, Minneapolis, Minn., www.scaa.org, (562) 624-4100, Magazine’s Sam Kornel

conference@scaa.org.

explores the current

May 02

global food crisis and the potential for

3rd Annual IWCA Limousine Scavenger Hunt, SCAA 2008 Conference, Minneapolis, MN, sponsorships available,

worldwide famine in the

sponsorship@womenincoffee.org. coffeelands.

May 04

Iced T.

–

Women in Coffee Breakfast/SCAA 2008 Conference, Minneapolis, MN, Sunday, May 4, 2008, 7:30 - 9 a.m., Tickets $45.00

Page 12- David Haddock

http://conference.scaa.org.

delivers the history of

May 14-16

The Ultimate Barista Challenge KOREA, Seoul Food & Hotel Expo,

American Iced Tea and

Kintex Hall, Seoul, Korea, 503.232.1016.

the machines that brew

May 30-June 01 World Tea Expo, Mandalay Bay Convention Center, Las Vegas,

it.

Nevada, www.worldteaexpo.com.

Chai

–

May 23-24

Barista Championship of France, Lafayette Gourmet, Paris,

Page 14- Tracy Ging does Chai in her easy going writing style.

www.francebarista.com, contact@francebarista.com.

Opening a new cafe

–

June 03-05

Page 30- by Tom Palm, Erin Gonzalez-Bardzinski, and Andrew

2008 Commercial Construction Show, Orange County Convention Center Orlando, FL, www.cc-show.net, 770-781-2501.

Jensen. The folks from Design and Layout Services teach us how to

June 06-08

Coffee Fest-Hawaii, Hilton Waikoloa Village, Kona, HI, 425-283-5058,

design it right and build it once.

TamaraS@coffeefest.com, www.coffeefest.com. June 22-24

Houston Texas, www.restaurantville.com, 800-395-2872.

TOC June 22-24

2008 Ultimate Barista Challenge® Americas Houston Invitational, at Southwest Foodservice Expo, Houston Texas, for more

CoffeeTalk Calendar

The View

Food or fuel – the arrival of global starvation

Iced T. – by David Haddock

Chai – by Tracy Ging

information visit www.ultimatebaristachallenge.com. June29-Jul.01 54th Summer Fancy Food Show (2008), Jacob K. Javits Center, New York, NY, www.specialtyfood.com, 212.482.6440. Aug. 23-25

– By Judith Ganes-Chase

Specialty Coffee Roaster Directory

The Ultimate Barista Challenge USA, Los Angeles Convention Center, Los Angeles, CA, 503.232.1016.

Sept. 05-07

Rising production costs threaten future coffee supply

The Ultimate Barista Challenge USA, Orange County Convention Center, Orlando, FL, 503.232.1016.

Sept. 12-14

Coffee Fest/Seattle, Washington State Convention & Trade Center, Seattle Wa, 425-283-5058, TamaraS@coffeefest.com,

Specialty Coffee Association of America,

www.coffeefest.com.

National Restaurant Association, and World Tea Expo Show listings

Southwest Foodservice Expo, George R. Brown Convention Center,

Smart Marketing by Lisa Olson

Passion, with Attitude – by Jimmy Sneed

Report from the Fields –by Joan Nielsen

Opening a new Café – by Tom Palm and Company

Sept. 24-26

11TH Americas Food & Beverage Show, Miami Beach Convention Center, Miami Florida, www.americasfoodandbeverage.com, 305.871.7910, jmeisel@worldtrade.org.

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.

Nov. 18-30

TeaTalk Time for Tea in your Café– by Donna Fellman

Elan’s Coffee Harvest Tours, Ethiopia, (206) 932-8352, elan@AdventureAssociates.net.

www.CoffeeTalk.com

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May 2008

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May 2008

CoffeeTalk

The View The View

TANSTAAFL

THERE AIN’T NO SUCH THING AS A FREE LUNCH What a remarkable week this has been. Right in the middle of ‘Earth Day,’ the Earth showed us what a remarkably complex machine it truly is. Just as we all celebrated the massive developing shift toward biofuels, Nature said “Wait a second…” It looks as if so much food, land, resources, fertilizer, and transportation have eagerly been redirected toward biofuels, with the associated financial opportunities and investments, that there simply isn’t enough land in production to produce the food needed to feed the world. What a fascinating series of ‘Questions of Morality’. By focusing so much human and financial energy on biofuels for the developed world, we have virtually guaranteed worldwide famine, rioting, and genocide in the poorest of the poor countries. Should we care? Is there a hidden ‘let’em eat cake’ agenda here? If you think this is a not-in-my-backyard issue, then go down to Costco and try and buy rice. Today, we saw the televised ‘greenwash’ of painted metro buses, detergent packaging, eco-hippie-looking petroleum engineers scanning the arctic horizon, and the ultimate ‘greenwash,’ Fox Network/Rupert Murdoch, climate change deny-ers central, running a “Green it, Mean it” positioning campaign on Earth Day. Tomorrow, we will still be confused and dispirited, too burdened with the enormity of the “big issue” to see where to start. All the individuals and agencies that impact the world issues are often like the blind (sight-impaired) attempting to describe an elephant (endangered pachyderm); absolutely accurately within their context and venue, but disassociated from integration within a unified issue resolution. The world is filled with these difficult yin-yang questions…

s s s

II. Speaking of not knowing what Nature’s push-back is likely to be… In a recent conversation with a college that we were hoping to enlist in developing a method of estimating the cup-to-crop carbon footprint of the coffee industry, we ran into a conundrum. The woman’s earnest position was that global issues were too vast, the university had made a policy decision to focus on ‘think global, act local” to keep from becoming mired in too big an issue. This was, to us, a head-in-the-sand approach, especially because the local small vegetable or dairy farm model is non-sustainable, and, in my opinion elitist. (Expensive fruits, vegetables, and grains grown by starry eyed philosophy majors has absolutely no meaning, or value, or suitability for families living in poverty.) So it goes. Nonetheless, CoffeeTalk is fully engaged in developing a method of determining our industry’s carbon footprint. We have joined with Danny O’Keefe and the Songbird Foundation to develop a non-proﬁt structure within which coffee can establish offsets for our impact on the earth. Working with Songbird is the perfect synergy for this initiative. It is at ﬁrst glance a pretty huge task. we think however that we as an industry are up for the challenge. Over the next few months, CoffeeTalk will be coming to you for information about the energy consumption of the equipment you manufacture, the electricity you use, the transportation costs you employ, the fertilizers and land clearing you have undertaken, and other impacts. Coffee is well positioned to make a global difference in climate change. Our presence is worldwide and our focus is on trees and agriculture. Coffee is responsible for the entire consumption cycle from the crop to the cup. Incremental offsets at the farm, the processor, the trader, the roaster, and the retailer equate to a huge impact on the global climate. Do we think that we can solve the problem, of course not. Do we think that we must do something as an industry- you betcha. It comes down to a simple choice. Do you want to be standing at the outside of the tent as the inevitable climate changes reduce our options and opportunities as an industry, or do you want to be inside the tent working with others to seek solutions? Do I think that everything can be reversed, well no, not really. I do believe however, that climate changes can be slowed and ultimately halted so that a stasis point can be reached. If you would like to be part of this endeavor from the beginning, let us know. Cheers!

$OES THE MOVEMENT TOWARD ORGANIC FARMING METHODS REDUCE YIELDS AND therefore indirectly contribute to worldwide famine? !RE FAIR TRADE PRICING SCHEMES THAT ARE NOT REWARDS FOR IMPROVED PRACTICES actually only social welfare subsides and therefore non-sustainable? )S BANNING '-/ DEPLOYMENT OF @SUPER SEEDS PROPER STEWARDSHIP OF NATURE OR denying the reality of feeding the world’s hungry? …and on, and on. Mail: Phone:

HNCT, LLC, 23712 49th Ave SW Vashon, WA 98070 206.686.7378 Fax: 206.463.0090 www.coffeetalk.com

Since 1988 CEO/Publisher

Kerri Goodman-Small, ext 222 877 426 6410 - Direct Line 206 795 4471 - Intl. Line

Kerri@CoffeeTalk.com

Miles Small, ext 277 206 795 2835 - Direct Line

Miles@CoffeeTalk.com

Administration Accounting, Subscriptions and Administration

Laurie Veatch, ext 252

Laurie@CoffeeTalk.com

Advertising Marketing Partner Editorial Coordinator and Marketing Partner

Tamera Schultz, ext 245 Libby Smith, ext 251

Tamera@CoffeeTalk.com Libby@CoffeeTalk.com

Production Daily Dose Production Manager Production Assistant

Justin Goodman, ext 264 Marcus Fellbaum, ext 261 Rene Eggert, ext 262

Justin@CoffeeTalk.com Marcus@CoffeeTalk.com Rene@CoffeeTalk.com

Founder Founder/CEO (Emeritus), retired retired

Ed Sanders, ext 23 Linda Sanders, ext 241

EdS@CoffeeTalk.com LindaS@CoffeeTalk.com

Editorial Editor-in-Chief

Hospitality News does not assume the responsibility for validity of claims made for advertised products and services. We reserve the right to reject any advertising. Although we support copyrights and trademarks, we generally do not include copyright and trademark symbols in our news stories and columns. Circulation: Hospitality News (ISSN 1084-2551) is mailed monthly (10 times per year) with combined June/July and November/December issues, also bonus mailing/ distribution for Education Guides and foodservice/hospitality and coffee conventions/shows throughout the year. Postmaster: Send address changes to HNCT, LLC, 23712 49th Ave SW, Vashon, WA 98070 Subscription: The cost of a subscription in the U.S. is $47.50 per year; in Canada, the cost is $72.00. Free to qualiﬁed industry professionals. Non-qualiﬁed requests may be rejected. Publisher reserves the right to limit the number of free subscriptions. For subscription inquiries, please call 206.686.7378 x51 or subscribe online at www.HospNews.com. Copyright © 2006, Hospitality News, All Rights Reserved.

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Kerri & Miles

CoffeeTalk

May 2008

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May 2008

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Food or fuel

The arrival of global starvation By Sam Kornell

As if climate change, the credit crunch, and skyrocketing oil prices were not enough,

Philippines made hoarding rice a crime punishable by life imprisonment. As a NY

in recent months a nasty new global development has emerged a worldwide food

Times article put it, “[The] anger is palpable across the globe. The food crisis is not

shortage. The press has taken notice. On a recent Sunday the NY Times, Washington

only being felt among the poor but is also eroding the gains of the working and

Post, and Wall St. Journal all carried front-page stories about, as the Times put it, the

middle classes, sowing volatile levels of discontent and putting new pressures on

“global food crisis.”

fragile governments.”

The food crisis may already be affecting the coffee industry. One simple reason

Though the poor and very poor are experiencing the brunt of the problem, its

is the difﬁculty many third-world coffee producers already have in getting enough to

hitting the middle class too. Over all, grocery prices in the U.S. have increased about

eat. “In the off-season, outside of the harvest, most coffee farming families already

5 percent over the last year, though some staples like conventional eggs jumped 30 percent and milk, 13 percent, according to the Consumer Price Index. The

have a problem with food shortages,” said Bill Fishbein the founder and

index does not include prices for organic food, which are

head of Coffee Kids, an NGO dedicated to helping coffee

rising g apace. p

farmers get access to food and education. “So

It is difﬁcu difﬁcult to pinpoint exactly what

this is a very, very big deal. The e fact that

causes lie behind the food crisis, and

dwide now there’s going to be a worldwide

what measure. Currently there in wha

food shortage to add to this already dy devastating

are three general schools of

problem—it’s

thought. One holds that it th

enormous.” What

is a market failure – in the

speciﬁc

thirty

implications will the food crisis

have

years

since

the

last global food crisis,

coffee

producers, roasters, and

subsidies,

retailers (not to mention

commodity investment

consumers) worldwide?

have distorted

At this point clear answers

tariffs,

and

unnaturally food

prices.

are still hard to come by,

The next holds that food

but to get an idea it helps

production simply hasn’t

consider

the

caught up to new demand

broader,

from fr

structural problem.

emerging

economies

such as China and India, and

Not long ago the Food and

to new demand for biofuels made

Agriculture Organization (FAO),, a

cereals – but that it one day will. from cerea

UN agency, issued a study projecting ojecting

The ﬁnal school schoo of thought is darker: we

ontinue for that rising food prices will continue

are running out of ara arable land and cheap, readily

the next several years. According FAO, "A ng to the FAO

available energy; we may have hit a world population/food

combination of factors, including reduced production due to climate change, historically low levels of stocks, higher consumption of meat and

level that is unsustainable. As with many other globally complex issues, the answer

dairy products in emerging economies, increased demand for biofuels production,

probably lies at some point between the three.

and the higher cost of energy and transport have led to surges in food prices."

One of the most controversial aspects of the crisis has to do with biofuels. A few

According to the FAO, the price of wheat is 80 percent higher than it was a

years ago – even a few months ago – one of the promising ﬁelds in the search for

year ago, corn prices are up by 25 percent, and global cereal stocks have fallen to

alternative fuels was biofuel, and particularly corn-based ethanol. It was thought that

their lowest level since 1982. “World agriculture has entered a new, unsustainable,

biofuel would help wean us away from our dependence on foreign oil, and perhaps

and politically risky period,” Joachim von Braun, the head of the International Food

eventually result in the energy equivalent of the Promised Land: complete energy

Policy Research Institute, recently told the Economist magazine.

independence. Moreover, it was assumed that because burning biofuel emits less

The shortage is causing civil unrest across the world. Protesters chanting, “We’re hungry!” forced Haiti’s prime minister from ofﬁce; 24 people were killed in

carbon dioxide than do oil or coal, switching over would mitigate the greenhouse effect.

rioting in Cameroon; Egypt’s president ordered the army to start baking bread; the continued...

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May 2008

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May 2008

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...continued

However, even as biofuels were hailed as the future of energy consumption,

using metric tons and pounds sterling, Arabica is traded entirely on the dollar, and

doubts about their efﬁcacy and advisability swirled in the background. In February,

this is causing growing concern among many producers. “If you’re European or

those doubts were substantiated when the journal Science published two studies

Japanese, you would say coffee prices are unusually low right now,” said Ted Lingle,

that called into question an increasingly cherished hope among Americans looking

the head of the Long Beach-based Quality Coffee Institute. “The high price is really

to cut down on fossil fuel use. According to the studies, almost all biofuels used

a reﬂection of the value of the dollar, not the quality of the coffee. The Europeans

today cause more greenhouse gas emissions than conventional fuels if the full

are happy, the Japanese are happy – everyone is happy but the Americans and the

emissions costs of producing these “green” fuels are taken into account.

producers.” According to Lingle, barring a miraculous recovery in the dollar’s value,

There is general agreement that the growth of biofuels has contributed to higher

this is unlikely to change in the foreseeable future.

food prices, but the amount is disputed. Members of the nascent biofuels industry –

It is understood that the transportation costs involved in getting specialty from

and particularly supporters of corn-based ethanol, by far the biggest biofuel source,

the source to the consumer are high. As for the spike in fertilizer and pesticide

and by far the most heavily subsidized (the U.S. produces 54 percent of the world’s

prices, in the specialty world, the differences in who uses agronomic input and

corn) – argue strenuously that their impact on food prices has

who grows organic is high – so high, in fact, that it can vary

been small. However, the International Food Policy y

from farm to farm and region to region in a single

stulated that Research Institute in D.C. has postulated

Produce may be able to recover country. Producers

biofuel production accounts for a quarter

rising fertili fertilizer and pesticide costs in

obal to a third of the increase in global

pric of their beans, but doing the price

commodity prices. Last year the e FAO

predicted

production,

that

assuming

so will w prove difﬁcult over

biofuel

time. tim

Unfortunately,

going

o organic may provide only

that

current mandates continue,

marginal

advantage.

would increase food costs

At the moment, organic

by 10 to 15 percent.

prices

Whether or not the biofuels

push

–

generally

are

rising for many of the

most

same reasons affecting

prominently in the U.S.

conventional food prices:

(with corn), and Brazil (with

higher fuel costs and

sugarcane) – has been one

rising demand.

big “scam,” as Time Magazine

There

recently put it, the seemingly

another

problem for specialty coffee pro

inexorable spike in energy prices es

growers. Many growers have growe

is creating a major problem for

tenuous grasp of the complex only a ten

agriculture, one that may get worse se before

that takes place commodity speculation s

it gets better. Already rising energy ergy costs are

on the computer screens of the ICE. (the

driving fertilizer and pesticide prices higher, and because es higher

Intercontinental Commodity Commod Exchange – the London

of a built-in lag time, prices could potentially rise even more sharply

based shareholder owned company that recently purchased the

in months to come. This is a serious problem for world agriculture, most especially

New York Board of Trade) Speculation that determines, for many, what prices they

for staple crops. We don’t have much unused arable land left in the world, and what

are going to get for the beans they grow. To the degree that the food crisis is the

is untapped is mostly rainforest, the further clear-cutting of which will disastrously

result of market failure and ﬁnancial speculation – as opposed to issues of supply

accelerate climate change. It is increasingly argued that to the degree that the food

and demand – smallholder coffee producers in Kenya, Guatemala, and so on are

crisis requires more food production, the increase will have to come from better

hardly situated to have any input.

yields, not more crops. Spiking fertilizer and pesticide costs, then, are seriously bad news.

How, and to what degree, the food crisis – which is mainly to do with cereals like wheat, corn, and rice – will affect the global trade is impossible to know. There is little direct correlation between the two at this point. However, there seems to be

II.

little question that when it comes to coffee producers, the food crisis may be deeply So how does coffee ﬁt into the picture? The food crisis ties together the world’s

destabilizing. Smallholder coffee growers often use coffee as a cash crop, and grow

search for energy in a time of diminishing oil reserves, the global effort to reduce

small lots of staples beside them in order to keep food on the table. This does not

greenhouse gas emissions, and the world’s supply of food. This crucible may contain

leave much of a margin for error.

perverse implications for both the specialty and commercial coffee industries. An

Because the food crisis is relatively new there are few available statistics, and

obvious train of speculation emerges. Combine an increasing demand for rice in

the scale is hard to project. However, conservative estimates are that the rise in

Vietnam, sugarcane in Brazil, and other staple crops in major Robusta-producing

food prices will decrease the spending power of the poor by 20 percent, and some

coffee countries with spiraling oil and natural gas prices, which, due to storehouse

parts of the world by much more. A quick rundown of the world’s major coffee

lag-times are probably only beginning to make themselves felt in fertilizer production

exporters reveals an assortment of countries that are either economically marginal

and transport costs; and the fact that most coffee workers live at or just above the

or seriously impoverished: Mexico, Guatemala, El Salvador, Nicaragua, Panama,

poverty line, and you have a potentially toxic cocktail for the industry.

Jamaica, Haiti, Columbia, Venezuela, Brazil, Vietnam, Kenya, Ethiopia, Uganda,

The incipient food crisis may also have troubling consequences for the specialty

Tanzania, Zimbabwe – the list goes on. Coffee, and especially specialty coffee, is

industry. Demand for specialty coffee has experienced a strong rate of growth in the

doing pretty well these days. But for producers, “pretty well” often means little

last decade or so, and it appears likely to continue to grow unabated for the near

more than the ability to keep farming and keep eating. Add a destabilizing food

future. Prices are signiﬁcantly higher today than they were this time last year: $1.30

crisis driven by market canoodling by Midwestern US Congressmen, soaring energy

per pound. Therefore, times should be good for specialty producers.

costs, voracious demand for grains and meats in China and India, and the specter

However, the high price has less to do with demand and quality and more to do with the current devaluation of the dollar. While Robusta is traded in London

of global climate change, and you do not have a rosy picture. As Bill Fishbein put it, the food crisis is a “very, very big deal” for coffee growers.

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Iced T.

By David Haddock

Teas can be made from just about any plant. It is said that even coffee in its earliest form was made into a tea by boiling the cherries. As any survivalist knows, pine needles, juniper berries and a host of other plants can be boiled and consumed as a tea to help him or her make it back to civilization or at least back to the Discovery Channel’s trailer. Cooling down the beverage by adding ice then, in the centuries of the cultivation of Camellia Sinensis is not really a big stretch of the imagination and was probably achieved long before it became a staple of Southern tables. Iced teas today are being served all over the U.S. and are being popularized by supporting flavors and advances in technology. Let us peruse the pages of history, shall we, to discover the route tea took to becoming the chilly, refreshing drink we enjoy today. Charles Towne, S.C. 1795 French botanist Andre Michaux, Royal Botanist by King Louis XVI of France, while on expedition to the U.S., introduced a variety of foreign plants. After establishing a base in Charles Towne, (Charleston) he decided to import species of plants he knew would flourish there. These new arrivals included azaleas, gardenias, crepe myrtles, and camellias, which included the varieties sasanqua, japonica, and sinensis. I dare say the South would not be as genteel as it is now without the spectacular, year-round, floral lightshow these plants display. However, it is Camellia Sinensis that, while being visually outgunned by its cousins, became the true, uniquely Southern beverage, sweet iced tea. (It should be noted that most tea consumed by Americans both then and now is imported from China and India). Michaux planted those first tea plants near Charleston at the Middleton Barony Plantation, on the Ashley River, now known as Middleton Place Gardens. The U.S. government on various occasions encouraged research and development in cultivating an indigenous tea for commercial production to no avail. It was not until Dr. Charles Upham Shepard, in his retirement, cultivated the first commercially grown tea on his Pinehurst Estate near Summerville, S.C. Today, the only tea farm in the United States, Charleston Tea Plantation is still in operation near Charleston on Wadmalaw Island. The story of iced tea’s journey to today’s modern entity almost literally parallels the route of refrigeration in this country. Ice was being shipped from New York to Charleston as early as 1799. The early shipments barely made it but with some insulation technology employed by men like Fredrick Tudor and Nathaniel Wyeth soon the ice was making it into the tropics with little loss and by the mid 1800’s iced tea was common. It is a commonly held tale that iced tea was invented at the 1904 World’s Fair held in St. Louis, Missouri. However, it is clear that not only was it invented earlier but also it was a popular beverage and it was commercially viable. 1890 - Professor Lyndon N. Irwin, of Southwest Missouri State University and a member of the St. Louis World's Fair Society, found an article from the September 28, 1890 issue of the Nevada Noticer newspaper regarding the 1890 Missouri State Reunion of Ex-Confederate Veterans. This article clearly states that iced tea had been around prior to 1890. The article states the following: "The following figures will convey some idea of the amount of provision used at Camp Jackson during the recent encampment. There were 4,800 pounds of bread, 11,705 pounds of beef, 407 pounds of ham, 21 sheep, 600 pounds of sugar, 6 bushels of beans, 60 gallon of pickles, and a wagonload of potatoes. It was all washed down with 2,220 gallons of coffee and 880 gallons of iced tea. The committee expended $3,000, a little in excess of the amount subscribed, for the entertainment of the old soldiers.” 3 Further, 1893 - The 1893 Chicago World's Fair, also called the Columbian Exposition, had a concessionaire that grossed over $2,000 selling iced tea and lemonade.4 While iced tea was served at the 1904 World’s Fair, it was most certainly not the place or time of the big idea. 1978- The birth of the first dedicated iced tea brewing system. For decades (and in lots of cases today) tea was being brewed in coffee machines. And while the quoted people in this article lament that the coffee residue tainted the flavor of the tea, I maintain that brewing tea in the same machine caused as much or greater damage to the flavor of the coffee. At any rate, the problem needed to be solved and sure enough, Bunn was the first on the scene. Melinda McDonald, Marketing Communications Manager of Bunn-o-matic provided me with some historical perspective: Before the introduction of BUNN’s three- and six gallon iced tea brewers (TL-3 and TL-6), operators used a variety of methods to brew iced tea. Often 1-4 - Linda Stradley, What’s Cooking in America

tea concentrate was brewed in a coffee brewer, and then diluted with the ice and water, often 1839 - The 1839 cookbook, The resulting in tea that had been contaminated with coffee oils. Sometimes tea concentrate Kentucky Housewife, by Mrs. was prepared by boiling tea bags on the stove Lettice Bryanon, was typical of in a pot of water. Operators realized that iced the American tea punch recipes: tea was an enormously profitable beverage; but they were frustrated because it was difficult or Tea Punch - Make a pint and impossible to produce a consistently satisfying a half of very strong tea in the glass of iced tea using the methods available. usual manner; strain it, and pour The TL-6 and its smaller counterpart the it boiling (hot) on one pound and TL-3 guaranteed that tea would be brewed a quarter of loaf sugar. (That's 2 correctly, resulting in a consistently flavorful 1/2 cups white sugar) Add half beverage that operators could rely on to please a pint of rich sweet cream, and customers. Temperature was the first factor: then stir in gradu ally a bottle of brew water was between 195 °F and 205 °F. claret or of champaign (sic). You Then, between 76oz (2250ml) – 90oz (2660ml) may heat it to the boiling point, of hot water entered the brew funnel and and serve it so, or you may send showered over 3.15 ounces/89grams – 4.25 ounces/120grams of tea leaves for between 3-7 it round entirely cold, in glass minutes. cups.1 In addition, brewing equipment must fill with the proper amount of ambient temperature water to dilute the brewed tea concentrate and deliver iced tea at a lower temperature, conserving ice. “The ratio of dilution water to brewed tea concentrate is generally 5:1 – five parts dilution water to one part concentrate,” said Randy Pope, Director, Bunn Brewing Center. BUNN’s new line of iced tea brewers delivers the excellent tea you have come to expect from brewers with a fresh new look with an appealing decal and streamlined design. Available in regular, quick-brew and low-profile models, the BUNN tea brewers brew 16.3 to 26.7 gallons (61.7 to 101.1 liters) per hour of tea from real tea leaves. The three-gallon brewers (TB3, TB3Q) brew into any style server that can hold up to 4 gallons. To accommodate an extra-tall dispenser, a brewer with a 29” trunk is available. A shorter brewer (25.75” tall trunk) that will fit in a smaller space is offered. The low-profile model (TB3Q-LP) brews directly into a TDO 3.5 gallon dispenser (included). For safety, these brewers are equipped with a SplashGard® funnel that deflects hot liquids away from the hand. Even though Bunn invented the first machine, innovation did not stop there. China Mist, a Scottsdale, Arizona based tea company, have been distributing their brands of iced teas and flavored iced teas since 1982. Rommie Flammer, COO of China Mist relayed the story to me of how 20 years ago a Bunn representative introduced them to the TL-3 system they had invented 4 years earlier. She was kind enough to send me a photo of one of their brewers. Though looking more like a tank than a tea brewer, this beauty helped operators serve their customers fresh, flavorful iced tea quickly and easily. China Mist also has an impressive list of unflavored and flavored iced teas that have helped solidify them as a leader in the iced tea movement. From its origins as a party favor of a royal to the expected beverage around any Southern gathering to being widely accepted as a mainstream beverage, iced tea and the mechanisms, history and systems that promote and support it is truly a uniquely American beverage and beyond that, a refreshing respite from any hot day. CT

The Regent’s or George the Fourth's, Punch. Circa 1825ish Pare as thin as possible the rinds of two China oranges, of two lemons, and of one Seville orange, and infuse them for an hour in half a pint of thin cold syrup; then add to them the juice of the fruit. Make a pint of strong green tea, sweeten it well with ﬁne sugar, and when it is quite cold, add it to the fruit and syrup, with a glass of the best old Jamaica rum, a glass of brandy, one of arrack, one of pine-apple syrup, and two bottles of champagne; pass the whole through a ﬁne lawn sieve until it is perfectly clear, then bottle and put it into ice until dinner is served. We are indebted for this receipt to a person who made the punch daily for the prince's table, at Carlton palace, for six months; it has been in our possession some years, and may be relied on.

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David Haddock is the founder and president of Coffee Hows, Inc. and the Executive Director of the East Coast Barista and Coffee School in Charlotte, N.C. A 15 year veteran of the Specialty Coffee industry, Haddock and his instructors teach classes based on Specialty Coffee Association of America (SCAA) and United States Barista Championship (USBC) standards. For more information, please contact him at info@ coffeehows.com

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May 2008

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Chai

Chai By Tracy Ging

I have a favorite starter question, “what’s new?” While not very evocative, it is varieties because he believes operators can build off their Chai bases with existing effective because my central interest is in telling something about a category that ingredients and achieve a lot of different flavors without carrying a number of readers do not know, With Chai, I asked this question in an almost defiant mockery. different skus. For him, he wants to focus solely on offering a good cup of Chai. I mean seriously, what could be new with Chai? Chai is Chai. And of course, isn’t that what everyone wants? Adelina Kanyan, Director of Marketing for Caffe D' Amore, Inc., had The Chai Company has taken a similarly focused approach by microa good answer, “it’s important to keep in mind that a cup of brewing their two varieties, Authentic Chai and a nonChai in India is comparable to a cappuccino in Italy. It is caffeinated Rooibos Chai. Kate LaPoint, Director of not necessarily imperative that the operator "think Marketing for the Chai Company, remarks, “We use differently,” but certain that they "think openly.” a very traditional recipe heavier on cardamom After all, Chai has been around for centuries.” and cinnamon, which is less sweet that what And Chai satisfies consumers in a way that is typically found here in the U.S.” many other beverages can’t, which can Speaking of a good cup of Chai, Mary be summed up as “it’s warm, yummy, Toohey of America’s Food Technologies and cozy yet it’s tea and therefore good shared a recipe they have been using in for me.” In one little exotically spiced their Global Grounds Coffeehouse on cup, a customer feels they are making the campus of IIT in Chicago that uses a healthy yet satisfying choice. freshly steeped organic vanilla-flavored Thinking more “openly,” Chai has Chai tea with steamed milk and honey. created an entirely new category of teaPersonally, I love a classic, authentic Chai, based drinks that give operators a way but that is certainly something that would to appeal to people who are looking for an make me take another look. Moreover, as alternative to coffee. While there may not be Jennifer Faren, Product Manager for Kerry anything earth-shatteringly new with Chai, save Food & Beverage, emphasized, “There is a few flavor and packaging options here and there, still a large portion of the American population there is a lot to build on because what could have easily who doesn't know what Chai is.” So perhaps finding been a short-lived fad, is a now a mainstay in specialty coffee something new is not the main opportunity, it seems it is and looking at it from the tea-based latte perspective, there is a lot of simply time to give customers another taste, or a first taste as the case new stuff happening. may be. Michael Rubin, CEO of Cappuccine, says their biggest seller right now is its Given its popularity, given its ability to straddle indulgence and wellness like new line of Matcha Frappes. Whereas Chai took some explaining in the beginning, no other, and given the new varieties of tea options, there is a lot of room for the consumers are already familiar with green tea and its health benefits so this Chai category to continue growing. Chai may not be new to you, or me (although transition is an easy one to make for retailers expanding their tea programs. my initial impressions have been considerably broadened), but there is certainly a Grant Blume, the regional sales manager for Gourmet Service, credits Yerba lot more to discover. CT Matte as the new rising star in the category. With a flavor profile that appeals to Chai drinkers, using a blend of spices and natural vanilla flavor, Pixie Matte, a brand carried by Gourmet Service, also offers antioxidant properties reportedly 9x that of green tea. Oregon Chai also just launched a variation of Chai, enhanced with Yerba Mate. Java Frost introduced a new category of Chai, made with rooibos called Khoi-Na, named after the area where their rooibos is grown. Lynn Merriam, Co-Manager of Java Frost, added: “Operators and customers are more concerned than ever about what they are consuming. New healthier products like 1. Place Cup 2. Press Selection 3. Make Profits Khoi-Na provide welcome additions to the menu. In addition, while this product may SELF-SERVICE FOR YOUR CUSTOMERS. INSTANT PROFITS FOR YOU. cost a little more to purchase, due to its The M1 is the ultimate in super-automatic “bean to cup” machines. Customers can ingredients, it garners a premium price as brew their favorite drinks with the push of a button. At only 13.8” wide, the M1 well. Judging from our sales the consumer brews up to 80 cappuccinos or lattés per hour making it the ideal solution for fast is willing to pay more for a product that not paced environments where space is a premium. And the programmable self-cleaning only tastes extraordinary but is healthier for features and customized maintenance programs allow the M1 to virtually run by itself. them.” As interesting as all these new tea Get your specialty coffee program brewing bases are, Lynn does hit on the key point, today. Call us at 312-265-8100 or visit us it’s about taste first. When I talked to Bill online at cimbali.us. Jahn, President of Isle of Granelli, I was a Italian Excellence Since 1912 little surprised to learn they only have one Visit us at SCAA, Booth 1826 and NRA, Booth 4618. Cimbali USA, Inc., 311 W. Superior, Suite 510, Chicago, IL 60610 | cimbali.us Chai offering. His emphasis has not been on

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May 2008

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May 2008

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Judy Ganes

not expected to ease for several years. Farmers will be forced to cut back on their use of fertilizers because they can ill afford to pay the higher prices and even if they could, supplies still may not be readily available to them. This could certainly have a negative consequence on yields. With favorable weather, the reduction in inputs may not immediately be noticed on next season’s crop, but thereafter the decline could

Rising Production Costs Threaten Future Coffee Supply

be noticeable. Shade grown coffee is less susceptible than areas where there is little shade. Trees baking in the sun need more nutrients to compensate. Brazil has little shade grown coffee. Shade grown is more typically found in Central America. It is not just fertilizer prices that have shot through the roof, but also fuel costs for equipment on the farm, the price of any new machinery and tools, labor, and

World Coffee prices have not caught up yet with the escalating cost of production

transportation. The prices of most foods (especially rice) have also jumped, along with other expenses, leaving farmers even more strapped for cash. Corners will need to be cut. Aside from an expected decline in yields that will hinder any further recovery in coffee production, it is doubtful that farmers will invest in expanding the area planted to coffee unless prices rise sufﬁciently. The decision may be that alternative, more

By Judith Ganes-Chase, President, J Ganes Consulting, LLC

attractive food crops will need to be planted and/or cattle will need to be raised rather

www.jganesconsulting.com

than making a steep investment in trees that require two years to begin showing a return on cash.

Even as little as a year ago, farmers would have been rejoicing if the world price for

Another critical component is that in the current environment, farmers may

coffee was holding over $1.30 per pound. Farmers would have been quick to not

find it more difficult to secure financing and bank loans to help to cover expenses,

only sell what current crop coffee remained but also lock in attractive prices for the

leaving them in a difﬁcult spot. As it is, trade houses that had been willing buyers of

following year’s harvest. This is no longer the case.

future crops that producers wanted to sell are now resistant to taking on these added

Production costs for coffee and every other crop grown worldwide have risen

positions because the credit needed to maintain short hedges is tight. Financing has

sharply because of the spiraling cost of natural gas, a key component in the price of

dried up. The inability of the farmer to get needed cash when expenses have been

fertilizers. The situation is going to get worse yet. The common fertilizers used for

rising sharply does not bode well for future production prospects.

production of coffee, which help to boost yields,

The situation is particularly troubling for

are nitrogen, potash, and urea. Chinese fertilizer

p premium coffee producers that need to invest

importers just agreed to pay triple the price for

m more in fertilizer and other inputs to have the

potash that they did a year ago, trying to get

b better quality beans coveted by consumers. As

their hands on what is already a tight supply.

tthe world price of coffee increases, typically

The potash producers are having a tough time

tthe premium that a certiﬁed coffee or higher

keeping up with demand. Supplies are scarce

q quality coffee would receive shrinks, thereby

because of enormous increases in potash

rreducing the incentive for farmers to spend

use to plant more grains to feed a growing

tthe additional costs to produce a better quality

and wealthier world population coupled with

b bean. For instance, the Fair Trade minimum

intense demand for biofuels.

p price as of June 2008 will be $1.25 plus a 10 is

ccents social premium. If the futures market is

consumed worldwide than ever before; the

a at $1.00 per pound, the differential would be 35

quantity of grain needed to feed this rising

ccents per pound and perhaps well worth the

cattle population vastly exceeds what people

added investment. With the market over $1.25,

With

rising

incomes,

beef

had been consuming when grain was their diet staple and this among other reasons

a farmer would receive the world price plus the 10 cents. His added expenses for

is creating the shortages. It takes billions of dollars and at least ﬁve years to develop

certiﬁcation and higher farm costs will not be recouped. Thus not only will the volume

new potash mines, so there is no short-term solution to this problem.

of coffee available to the market decline but potentially the quality of coffee being

Typically, input costs account for roughly 18% of

Judy the total production expense but now this has Ganes' latest comprehensive report– "The increased disproportionately. The market has Global Soluble Coffee Market" is not yet climbed sufﬁciently to compensate available for purchase. Visit farmers for the tremendous jump in expenses. www.JGanesConsulting.com for more information The price of fertilizer has yet to peak and is

produced could be negatively affected at a time when more and more consumers are demanding a better coffee in their cup. Roasters (and consumers) will have to be willing to pay increasing premiums to assure themselves of quality supply for years to come. It would be a travesty for the industry to have to take a step backwards after coming so far in educating consumers about gourmet coffee.

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LA MA MA MA MA MA MA MA MA MA MA MD MD MD MD MD MD MD ME ME ME ME ME MI MI MI MI MI MI MI MI MI MI MI MI MI MI MI MI MI MN 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 NC NC NC NC NC NC NC NC NC NC NC NC NC NC NC ND NE NE NE NE NE NE NH NH NH NH NH NH NJ 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

Shreveport Acton Canton Chicopee Lee Malden Northampton Northborough Sommerville West Newbury West Wareham Annapolis Bethesda Crofton Laurel Millersville Nottingham Rockville Bar Harbor Brunswick N. Berwick Rockland Westbrook Ann Arbor Brooklyn Farmington Hills Flushing Goodrich Grand Rapids Grand Rapids Jackson Kalamazoo Lake Leelanau Lansing Nunica Okemos Plymouth Troy Walled Lake Waterford Anoka Buffalo Buffalo Duluth Le Center Minneapolis 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 West Yellowstone Whiteﬁsh Asheville Carrboro Cary Charlotte Concord Durham Durham Greensboro Hampstead Hillsborough Raleigh Raleigh Wilmington Wilmington Winston-Salem Westhope, Bellevue Lincoln Omaha Omaha Omaha Omaha Amherst Canterbury Center Tuftonboro Dover Manchester Strafford Avon Boonton Bricktown Deptford Forked River Hackensack Hackettstown Jersey City Jersey City Lambertville Maywood Mickelton Millville Newark Pennsauken Skillman Titusville Albuquerque Albuquerque Albuquerque Santa Fe Las Vegas Las Vegas Las Vegas Reno Reno Binghamton Bowmansville Brooklyn Brooklyn Brooklyn Corning Ithaca Kingston Long Island City Long Island City

Jelks Coffee Company, Inc. Terroir Coffee Dunkin' Brands Galapagos Coffee Roasters Barrington Coffee Roasting Co., Inc. New England Coffee Co Indigo Coffee Roasters Armeno Coffee Roasters Coffeelands Landmine Trust Invalsa Coffee Jim's Organic Coffee CaffÈ Pronto Coffee Roastery Arawak Coffee, LLC Chesapeake Bay Roasting Company Orinoco Coffee & Tea, Ltd. The Cosmic Bean Coffee Company KEFFA Coffee LLC 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. Chazzano Corp The Coffee Beanery Shadrach, Meshach & ABeanToGo Schuil Coffee Ferris Coffee & Nut Co. Jackson Coffee Co. Water Street Coffee Joint Higher Grounds Trading Co. Paramount Coffee Company Magnum Coffee Roastery Coffee Barrel Coffee Express Co. Enchantment Coffee Java Master Beanstro Specialty Coffee Roasters Paradise Roasters Custom Roasting, Inc. Asplund Coffee LLC Alakef Coffee Roasters, Inc. European Roasterie, Inc. Flamenco Organic Coffee Co. 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. 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 Scooter's Coffeehouse Midwest Custom Roasting La Rue Coffee Pear's Coffee A&E Custom Coffee Roastery Granite Ledge Coffee The Black Bear Micro Roastery Piscataqua Coffee Roasting Co. Java Tree Gourmet Coffees, Inc. Two Loons Coffee Coffees and Teas of Yesteryear MG Coffee Corim Coffee Talk N' Coffee Davan Espresso, Inc. Oro Caffe' Nashville Coffee Company, Inc Leodoro Coffee Sstems 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. New Mexico Pinon Coffee Zulu Brew 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 CafÈ La Semeuse Gillies Coffee Co. Hena Coffee Soul Full Cup gimme! coffee Monkey Joe Roasting Co. Inc. White Coffee Corp. Fresh Direct

800.235.7361 866.444.5282 781.737.3000 413.593.8877 800.528.0998 800.225.3537 800.447.5450 508.393.2821 800.325.3008 978.363.8100 800.999.9218 410.626.0011 301.365.3383 800.927.6885 410.312.5292 410.370.1782 410.369.8997 877.526.3322 207.288.2552 207.725.1025 207.676.2233 207.594.5688 877.278.0175 734.929.6060 800.216.7617 248.737.9154 888.385.2326 248.819.7780 616.956.6815 616.459.6257 517.990.6770 269.373.2840 877.825.2262 800.968.1222 616.837.0333 517.349.3888 734.459.4900 734.945.4037 248.669.1060 866.239.1212 877.229.6336 763.682.4604 763.682.6633 218.724.6849 507.357.2272 612.728.7208 888.227.4268 800.331.2534 320.333.0168 651.699.5448 952.929.9027 314.277.9585 816.455.4188 816.931.4000 866.855.3267 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 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 866.863.7266 402.330.6368 800.658.4498 402.551.8422 603.578.3338 603.267.9444 603.569.6007 603.740.4200 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 888-442-6333 201.656.6313 609.397.0040 201.556.0111 856.832.0626 800.652.5282 973.344.2270 856.910.8662 609.430.2828 888.232.6711 800.873.9793 505.856.5282 505.298.1964 505-310-0929 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 718.272.8237 607.936.9030 607.273.0111 845.331.4598 800.221.0140 718.928.1195 continued...

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Authentic Recipe

Time to say “Good-Bye” to the same old chai...

Continued on page 20

Micro-Brewed Highly Concentrated (3:1) Fair Trade Certified Organic Ingredients Fresh Whole Spices Estate-Grown Tea Make the switch today! Seeking Quality Distributors

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...continued

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Maspeth Melville New York New York New York New York New York Oneonta Penn Yan Port Chester Red Hook Rochester Syracuse Troy Water Mill Woodside Yonkers Yonkers Akron Akron Berea Brecksville Cincinnati Cleveland Columbus Columbus Lancaster Malvern mentor Rockbridge Sylvania Vandalia West Chester West Chester Oklahoma City Oklahoma City Oakville Georgetown Windsor Woodbridge Albany Ashland Bandon Central Point Eugene Joseph Newberg North Plains Portland Portland Portland Portland Portland Portland Portland Portland Portland Portland Stayton Ardmore Beach Lake Collegeville Delaware Water Gap Hershey Lancaster Langhome

Eldorado Coffee Ltd. 7-Eleven Inc. Joy Brazil Coffee Inc. Nespresso LavAzza Colombian Coffee Federation, Inc. Porto Rico Importing Co. B. K. Associates International Keuka Lake Coffee Roasters / JAVA-GOURMET Waterfront Roasters J.B. Peel Coffee & Tea Company Spin Caffe Coffee Roasters Cafe Kubal Coffee Roasters Grafton Hills Coffee Roasters, Inc. Hampton Coffee Company Shock Coffee Barrie House Coffee Barrie House Gourmet Coffee Susan's Coffee & Tea Angel Falls Coffee Company Red Cedar Coffee Co., LLC Caruso's Coffee P&G Berardi's Fresh Roast, Inc. Crimson Cup Coffee & Tea Stauf's Coffee Roasters/Cup O' Joe Chief Cooker Rosta's Roast Java Express Coffee Co. Hocking Hills Roasters, Inc. Drake's Fine Coffee Roasting Boston Stoker A Coffee Affair L.L.C. Queen City Coffee Company US Roaster Corp./Roasters Exchange Neighbors Coffee Reunion Island Coffee The Ultimate Bean Coffee Roasting Co. Colonial Coffee Co. Limited Oro Caffe North America Allann Bros. Coffee Co., Inc. Noble Coffee Roasting Rayjen Coffee Company Mellelo Coffee Roasters Cafe Mam/Royal Blue Organics Motley Brew Coffee CompanyĂ&#x2020; Caravan Coffee Oregon Coffee Roaster, Inc. Coffee Bean International Great Coffees of America K&F Select Fine Coffees Nossa Familia Coffee Provenance Hotels Stumptown Coffee Roasters Bridgetown Coffee Company Portland Roasting Kobos Coffee Company Boyd Coffee Company Tico's Coffee Roasting Co. Main Line Coffee Roasters Beans, Inc Claddagh Coffee Company Watergap Coffee Company The Harbour Coffee Co. College Coffee Roasters Bucks County Coffee Company, LLC

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PA PA PA PA PA PA PA PR Puerto Puerto Qld 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 TX UT VA VA VA VA VA VA VA VA VA VA VA VA

Lewisburg Philadelphia Philadelphia Reading Royersford Verona West Chester Jayuya Rico Rico Burleigh Heads Providence Rumford Blythewood Columbia Greenville Orangeburg Travelers Rest Hill City Rapid City Rapid City Chattanooga Chattanooga Chattanooga Knoxville Maryville Nashville nashville Addison Arlington Austin 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 Luray Norfolk Orange Portsmouth Ruckersville Salem Salem Spotsylvania Stuart

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VT VT VT VT WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WI WI WI WI WI WI WI WI WI WI WV WY WY WY

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May 2008

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CoffeeTalk Advertisers at the SCAA, NRA and World Tea Expo Agtron Inc. 775.850.4600 www.agtron.net Many major coffee roasters are ﬁnding the Agtron E20-CP and M-Basic/II Coffee Roast Analyzers invaluable in controlling the quality and consistency of their coffee. These bench top units are the most accurate analyzers available for determining your coffees exact degree of roast. Agtron also hosts innovative Scientiﬁc Coffee Roasting Workshops focusing on consistency and improved cup quality. These classes are taught by Mr. Carl Staub known around the globe for his knowledge in coffee roasting science he is also a recipient of the SCAA’s Outstanding Contributions Award and a member of the SCAA’s Technical Standards Committee. Visit us as www.agtron.net. See our ad on page# 29 Booth #s: SCAA 1719

Café Feminino Foundation 360.666.8725 www.cafefemininofoundation.org See our ad on page# 27 Booth #s: SCAA 1209

ANACAFE/Guatemalan Coffees 800.759.1365 www.guatemalancoffees.com Did you know that Guatemalan Coffees are 98% shade grown? The resulting coffee forest protects soils against erosion, becomes arefuge for biodiversity, and plays a key role in diminishing the negative effects of global warming. Visit us at www. guatemalancoffees.com and discover why when you drink a cup of Guatemalan Coffees you help nature as well. See our ad on Page 13 / SCAA Booth#1806

Coffee Fest 800.232.0083 www.coffeefest.com Coffee Fest is dedicated to the growth and proliferation of the specialty coffee gourmet tea and alternative beverage industries. With a strong emphasis on independent retail Coffee Fest features a complete industry wide trade show invaluable educational programming new product showcase opening night reception incredible special attractions and tremendous networking opportunities. Coffee Fest Trade Shows together with International Academy of Specialty Coffee training seminars are produced to help coffee and tea professionals compete and prosper in their marketplaces. See our ad on page# 27 Booth #s: SCAA 1530

Astoria-General Espresso Equipment Corp. 336.393.0224 www.astoria.com Astoria General Espresso is a subsidiary of CMA of Italy which is one of the largest manufacturer of commercial espresso coffee machines worldwide. CMA has been certified ISO 9001 for the highest quality standards applied to all aspects of the manufacturing process making its espresso machines the most dependable on the market. See our ad on page# 38 Booth #s: SCAA 2126 NRA 6754 Baskets-n-Bags 800.274.0475 www.baskets-n-bags.com Our company Baskets-n-Bags is one that strives to provide high quality jute/burlap packaging. Our products range from large jute/burlap bags to display bags for packaging coffee to our line of Coffee Bean jewelry Coffee Couture; this line also includes personalized coffee bean coasters. We can create packaging especially for you with a hand screened logo at a low cost never a set-up fee. Our products are made in India where our fair-trade factory keeps people safely employed. Come and see what reusable/biodegradable packaging can do for all of us! See our ad on page# 17 Booth #s: SCAA 630 BODUM USA Inc 212.367.8844 www.bodumusa.com Bodum the original manufacturer of the French press is known for exceptionally designed gourmet coffee and tea products. Bodum design is based on three core principles: Designs should be simple and effective; they should be created out of modern affordable materials; and they should be long-lasting. Specializing in the four key methods of brewing coffee: French Press Vacuum Brewing Pour-Over Drip and Stovetop Espresso Bodum carries a wide range of products for brewing and serving excellent coffee and tea. Bodum’s goal is to serve a great cup of coffee the same way top chefs serve their signature dishes – respectfully. See our ad on page# 38 Booth #s: SCAA 1520 NRA 3241 World Tea Expo 409 Boyd Coffee Company 800.545.4077 www.boyds.com Boyd Coffee Company provides specialty coffees espresso rare estate coffees and teas and related equipment for restaurants and other foodservice operations nationwide and abroad. Boyd Coffee Company privately held by the Boyd family since 1900 offers more than 650 coffee and food items and is headquartered on a 30-acre site east of Portland Oregon. For more information visit: www.BOYDS.com. See our ad on page# 18 38 Booth #s: SCAA 1326 BriteVision 877.479.7777 www.britevision.com BriteVision is the leader in printing the highest quality full-color custom cup sleeve in the industry. We cater to roasters distributors chains and cafes – providing large and small orders at the best rates. Our turn fast around time and service are unmatched. Want to showcase your company beyond the confines of your store? Visit the BriteVision booth (1815) at SCAA and learn more about branding your business on cup sleeves! Not going to the show – check out our website www.britevision.com. BriteVision – The Coffee Sleeve Redefined! See our ad on page# 33 Booth #s: SCAA 1815 Bunn-O-Matic Corporation 217.529.6601 www.bunn.com Wherever you do business rely on BUNN for quality beverage equipment and the most comprehensive service. Maximize the profitability of your beverage programs through continuous development of exciting products that incorporate innovative technologies. Based in Springfield Illinois the Bunn-O-Matic Corporation serves customers throughout the world with plants and warehouses in Illinois Iowa the New York metro area and California as well as in Canada Mexico and the United Kingdom. BUNN’s quality beverage equipment includes coffee brewers and grinders; liquid coffee dispensers iced tea brewers; cappuccino granita and juice machines; superautomatic espresso systems; precise temperature water systems; water and paper filters. See our ad on page# 3 Booth #s: SCAA 1038 NRA 1031 Burgess Enterprises 800.927.3286 www.burgessenterprises.net Burgess Enterprises designs and manufactures carts kiosks and coffee bars for the espresso and food service industries. We do custom design and layout work consulting 3-D colored drawings electrical and plumbing drawings and elevation drawings. We work with our clients to anticipate ergonomics and flow. We are the exclusive national importer for the Klub Lion espresso machines. We also helped introduce the Klub Teapresso machine into the North American market. With over 47 years in the specialty beverage industry Burgess Enterprises has been a pioneer in carts and kiosk manufacturing: our trademarked cart design is unique in the industry. See our ad on page# 38 Booth #s: SCAA 725 Cablevey 641.673.8451 www.cablevey.com Got Breakage? Why use conveying equipment that damages your product? Eliminate dust and noise and get energy-efficient now! Check out our versatile tubular conveying than uses NO air. Cable & discs move a wide variety of products - Powders chunks flakes pellets prills parts shavings crumbles granules fluff regrind and dust can all be handled with ease. Cablevey Conveyors replace Bucket Elevators Screw Conveyors Pneumatic and Aero-Mechanical Systems. Convey rates up to 1240 cu. ft./hr. Customized layout designs use multiple inlets and discharge points. Eliminates product separation & degradation dramatically. Think Cablevey! The Gentle Way to Convey. Link: http://www.cablevey.com See our ad on page# 21 Booth #s: SCAA 434 Cafe de El Salvador 503.2267.6600 www.salvadorancoffees.com El Salvador has resurged as a top-quality coffee origin. Its unique status as guardians of heirloom Bourbon and exotic Pacamara coffee varietals produced under artisan and sustainable practices is widely recognized by specialty coffee connoisseurs around the world. See our ad on page# 25 Booth #s: SCAA 1626

Cafetto USA 785.550.6802 www.cafetto.com Cafetto specializes in premium cleaners for all makes and models of espresso machines and other coffee equipment. We carry custom tablets for each type of super-automatic machine as well as powders and products certiﬁed for use with organic systems. See our ad on page# 38 Booth #s: SCAA 1552 NRA 9386

Coffee Holding Co. 800.458.2233 www.coffeeholding.com Coffee Holding Company provides Green Coffee Solutions for discriminating specialty coffee roasters offering an extensive global menu from one bag to a full truck. We now have sales ofﬁces on both coasts! Call 503.07.0667 for West Coast sales and 800.458.2233 for East Coast sales. See our ad on page# 23,35 Booth #s: SCAA 915 Cupcoat Expressions Inc 905.277.3313 www.cupcoats.com REDUCE your footprint...REUSE your Cupcoat! ECO-Friendly Washable reusable fabric Cupcoats! Reduce double cupping and paper cup covers. Help us divert Millions of pounds of garbage reuse your Cupcoat! Insulated for hot and cold beverages they ﬁt most 12 16 20 oz cups. Available in a wide selection of fabrics FASHION seasonal holiday children’s positive expressions and more. Make a statement and CUSTOMIZE them with your company logo. Gift card Cupcoats now available with gift/coffee card pockets. All Cupcoats also come with STIX TO GO. It's only a small thing but at least it's something www.cupcoats. com 905.277-3313 info@cupcoats.com See our ad on page# 27 Booth #s: SCAA 850 CustomCool 718.220.1140 www.customcool.com FUNCTIONAL FRONT & BACK COUNTER solutions from CustomCool will beautifully tweak your operation and instantly create a clean sharp and Professional appearance. Sinks refrigeration and other goodies are integrally built in. Finished! CustomCool offers exciting modular solutions for virtually any foodservice application. Visit us at www.customcool.com or phone Keith at 718.220.1140 ext 33 (EST). See our ad on page# 20 Booth #s: NRA 2441

Flair Packaging International 920.720.3033 www.flairpackaging.com Flair Packaging supplies stock and custom packaging to meet every need. Highimpact printing and precision packaging places Flair at the top of customers' lists. Guaranteed quality and service with timely delivery at great prices. See our ad on page# 38 Booth #s: SCAA 2050 Georgia-Pacific Food Services Solutions (Dixie) 800.257.9744 www.dixiefoodservice.com Georgia-Pacific Food Services Solutions (GP FSS) has developed a suite of beverage products that identifies with growing consumer demands for premium coffee products. The company maintains its popular Dixie PerfecTouch® insulated paper cup and has more recently brought to market the triple-layer environmentally conscious cups in the Dixie Insulair® EcoSmart® line. And for on-the-go convenience the Smart Top™ Reclosable Lid is equipped with a built-in sliding mechanism for easy opening and closing offering added benefits of heat retention and increased mobility. See these and more GP FSS products at SCAA Show booth 1936 and NRA Booth 2479 or call 1-800-257-9744 or locate our section of the www.gp.com Web site. See our ad on page# 2 Booth #s: SCAA 1936 NRA 2479 Cimbali USA Inc 312.265.8100 www.cimbali.us Established in 1912 Cimbali has significantly contributed to the history of professional coffee and cappuccino machines. Its passion for quality and for innovation has led the company to become the worldwide market leader. La Cimbali offers a full-line of equipment from elegant innovative traditional machines to patented feature-rich superautomatics. With pioneering technologies and exclusive patents every machine exceeds your expectation – as well as your customers. Cimbali will surely prove themselves as one of your most valued partners; by offering a comprehensive customer care package that includes service and training the success of your specialty coffee program is guaranteed. See our ad on page# 14 38 Booth #s: SCAA 1826 NRA 4618 Java Jacket 800.208.4128 www.javajacket.com Java Jacket is the best insulating coffee sleeve on the market and comes in white and natural Kraft. Our sleeves fit 8-20oz. cups with several custom printing options available. Our Sleeves are recyclable reusable and earth-friendly. In addition we also make casino wraps soup sleeves and joe to go boxes and can do some special custom print sizes. Our Jackets are great for advertising as well. See our ad on page# 17 Booth #s: SCAA 722 Javalution Coffee Company Inc. 800.260.6114 www.javafit.com Coffee: No Longer Just For Waking Up in the Morning JavaFit is a full service gourmet coffee company that has a complete line of functional coffees made with a blend of 100% pure Arabica beans. JavaFit is proudly served in various Convenience Stores offices through Office Coffee distributors various Health Clubs as well as a number of coffee shops. Our functional coffee is available in four varieties; Energy Extreme 62 (active ingredient Green tea extract) Diet Plus 62 (active ingredient Advantra z) Immune (active ingredient Echinacea) with multivitamins and Focus (active ingredient Alpha GPC) with multivitamins. See our ad in the April issue of CoffeeTalk Booth #s: SCAA 1629

DaVinci Gourmet/Oregon Chai/Jet 888.676.3832 www.davincigourmet.com Da Vinci Gourmet® provides products specially formulated for the specialty coffee industry. We are a proud supporter of Coffee Kids and the USBC. JET® provides premium quality smoothie & frappe mixes for all your blended beverage needs. Jet Fruit & Tea Smoothies are easy to prepare just pour over ice & blend. Jet Beverage Bases are your answer to offering a healthier high quality frappe using your espresso! Oregon Chai the 1 Chai in the US offers a full line of chai concentrates. Only Oregon Chai is available in innovative ﬂavors including Original Extra Spicy Energy and Yerba Mate. See our ad on page# 40 Booth #s: SCAA 1206

La Marzocco S.r.l. +39-055-401390 www.lamarzocco.com La Marzocco distinguished by genius quality precision and passion since 1927 specializes in producing exceptional hand-crafted espresso equipment to ensure ﬁne brewed coffee in every cup every time. La Marzocco is recognized worldwide for innovative advancements in brewing technology as well as keenly crafted and uniquely designed espresso machines. La Marzocco in collaboration with their family of distributors situated in over 50 countries around the world aims to meet customer satisfaction across the board. Please join us at our booth at the SCAA Conference & Tradeshow in Minneapolis and/or at the NRA Show in Chicago in May. See our ad on page# 13 Booth #s: SCAA 1410 NRA 3231

Design & Layout Services 800.471.8448 www.designlayout.com Since 1996 Design & Layout Services has worked with over 600 clients interested in opening a café or starting a coffee shop. Services include ﬂoor plan design health department coordination construction documents cabinetry and equipment sales. Services available nationwide. See our ad on page# 38 Booth #s: SCAA 1430

LBP Manufacturing 800.545.6200 www.lbpmfg.com LBP Manufacturing Inc. is a manufacturer of innovative packaging for the foodservice industry. We specialize in creating packaging for the Coffee and Catering segments. Our packaging includes the signature hot cup sleeve Coffee Clutch(r). The Coffee Clutch(r) is a patented pre-assembled sleeve with a heat-activated adhesive that allows the sleeve to stick to the cup. Another key item is the disposable Beverage on the Move(tm). It is a patented package that insulates 96 ounces of coffee (or cold beverage) which can ﬁll 12 eight-ounce cups or 10 twelve-ounce cups for up to 3 hours. See our ad on page# 21 Booth #s: SCAA 2142

Entner-Stuart Premium Syrups 800.377.9787 www.entnerstuartsyrups.com Entner-Stuart Premium Syrups uses only the finest ingredients for our gourmet line of Flavored Syrups Taj Chai Tea and our Java Juice Shotz and Java Trio coffee concentrates. During syrup production our experienced and highly trained team micro-brew each batch to ensure a true-to-nature taste and consistent flavor. It’s these accurate flavor profiles that make our syrups ideal in beverages such as sodas coffee cocktails and tea. They are also used extensively in professional and household kitchens to create delicious pastries desserts vinaigrettes marinades and sautés. Our tradition and commitment to excellence is what makes Entner-Stuart Premium Syrups truly supreme. See our ad on page# 38 Booth #s: SCAA 3349 Everpure LLC 800.323.7873 www.everpure.com Creating a perfect cup of coffee requires careful brewing and the best ingredients. You know the quality of your beans. But do you know the quality of your water? It’s easy to find out and we can help. We know water and we know foodservice. In fact we’re the worldwide leader in water treatment for the foodservice industry. We combine our extensive knowledge and experience with water testing and analysis so we can provide you with a customized solution. The result is you will have the most consistent cleanest best-tasting water anywhere. Water is serious business. Let us manage it for you. See our ad on page# 38 Booth #s: SCAA 1726 F. Gaviña & Sons Inc. 800.428.4627 www.gavina.com Gaviña offers over 150 quality coffees in whole bean and ground light and dark roasts in bulk brick cans portion packs pods and now organic too! Call for our Free shipping policy See our ad on page# 18 Booth #s: SCAA 919 Filter Lid LLC 800.246.0375 www.filterlid.com The Filter Lid™ winner of CoffeeTalk’s 2007 World Tea Expo Best of Show Award is revolutionizing the hot beverage industry! Convenient simple and profitable the Filter Lid ™ creates incremental sales of both coffee and tea. To capture sales from loose tea lovers there is now the ability to offer gourmet tea to go at less than half the cost of the leading gourmet tea bag. Simply add loose leaf tea hot water and snap on the Filter Lid™ - it steeps in the cup while you’re on-the-go. Same for French Press coffee! The Lid also reduces sloshing and helps keep drinks hotter longer – a big benefit for both coffee and tea drinkers! Don’t miss out on this truly revolutionary hot new product! Booth 1054 See our ad on page# 5 Booth #s: SCAA 1054 NRA 9057 World Tea Expo 648

Michaelo Espresso Inc. 800.545.2883 www.michaelo.com Customers have relied upon Michaelo Espresso for top quality commercial espresso machines espresso carts distinguished national service and barista accessories for 25 years. Michaelo imports world-renowned La San Marco espresso machines & grinders and the award-winning Cafina c5 Superautomatic espresso machine. Visit www.michaelo.com to order genuine factory parts online! Established. Dedicated. Versatile. Uniquely Michaelo. See our ad on page# 29 Booth #s: SCAA 1225 Mocon 763.493.6370 www.mocon.com MOCON is the global market leader in highquality permeation systems leak detectors and headspace analyzers. These analytical instruments can be used with a variety of structures and products to determine shelf life and permeation of oxygen water vapor and other molecules. Additionally the company provides consulting and analytical services for those wishing to conduct offsite testing. Typical users of MOCON’s products and services are research laboratories production facilities quality control and safety departments in the food beverage medical pharmaceutical packaging plastics environmental oil and gas homeland security and many other industries. See our ad on page# 11 Booth #s: SCAA 2028 NRA 9104 Novus Tea 888.244.3569 novustea.com/ Based in Shelton CT Novus Tea is an emerging leader in high grade whole-leaf teas. The company takes pride in offering specialty teas of the finest quality and flavor. The Novus tea line includes 14 flavors of unique exquisite whole-leaf tea blends. Two years after its creation Novus Tea recently experienced an impressive line extension in response to an increasing demand for variety notably in organic and fair trade certified teas. More information on Novus and Novus’ products can be found by visiting www.novustea.com or calling 800-235-7072. See our ad on page# 23 Booth #s: SCAA 1633 Organic Products Trading Co. 888.881.4433 www.optco.com Organic Products Trading Co. (OPTCO) develops and imports certified Organic Shade Grown and Fair Trade Coffees from Latin America the Caribbean Indonesia and Africa. Coffees are warehoused in Vancouver BC. Toronto ON New York and San Francisco and Seattle. The past 18 years OPTCO has worked in long term relationships with growers to improve coffee quality. OPTCO’s mission has always been to provide roasters with the highest quality specialty coffees that are both environmentally and socially responsible. OPTCO is the importer and developer of all Café Femenino Coffee programs. See our ad on page# 6 Booth #s: SCAA 1117

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QuickLabel Systems 401.828.4000 www.QuickLabel.com Hello :-) Wouldn’t it be great to have your own custom labels right away? You can with QuickLabel’s new Zeo! label printer. You can print your own photo-quality labels right out-of-the-box – as many or as few as you need – on any label shape. The Zeo! is designed for small and medium-sized gourmet foods businesses to print custom and personalized labels and for large businesses to print prototype labels. The Zeo! is easy to use and comes with a Lifetime Warranty and 24/7 Customer Support. The Zeo! prints photo-quality labels fast at about 149 photo-quality labels an hour! See our ad on page# 15 Booth #s: SCAA 1205 World Tea Expo 404 SCAA / Specialty Coffee Association of America 562.624.4100 www.scaa.org The SCAA is the world's largest coffee trade association with over 2 500 member companies located in over 40 countries and representing every segment of the specialty coffee industry from coffee growers to coffee roasters and retailers. The association's mission is to be the recognized authority on specialty coffee providing a common forum for the development and promotion of coffee excellence and sustainability. The SCAA's dedication to excellence in coffee is realized through the setting of quality standards for the industry; conducting research on coffee equipment and perfection of craft; and providing education training resources and business services for members. coffee@scaa.org. See our ad on page# 37 Booth #s: Lobby B Service Ideas Inc. 888.999.8559 www.serviceideas.com Since 1946 Service Ideas has been a leader in the foodservice industry. Today the 2nd and 3rd generations of the family continue to lead the pursuit of opportunities to provide solutions to industry service problems. Service Ideas offers the most extensive line of products for insulated beverage service from .3 liter to 20 gallons tea service in a variety of materials and accessories to compliment and create complete set-ups. As a manufacturer distributor and innovator we continue to offer a unique perspective focusing on maintaining the integrity of food and beverage service. See our ad on page# 38 Booth #s: SCAA 945 Simpson & Vail Inc. 800.282.8327 www.svtea.com We are a mail order tea company since 1929 offering black green white oolong herbals blends flavored teas accessories gourmet foods & coffees. We source fine teas from around the world. We are the first to offer Bangladesh and Bolivian organic teas in the US market. We manufacture our own blends and flavor on premise to offer the finest freshest tea available. We are dedicated to bringing the finest quality products at the fairest prices to the consumer. Our philosophy is to supply inform and satisfy the consumer with the best and most health conscious products available. We provide courteous and prompt service guaranteed. See our ad on page# 33 Booth #s: World Tea Expo 314 Superior Imaging Group/Identabrew® 888.872.5620 www.identabrew.com Superior Imaging Group has a standing history of producing high quality printing and manufactured products. Thru Identabrew’s large and ever expanding product catalog: patented Coffeecoat® TeaWraps Equipment merchandising Point of Sales items we deliver superior solutions to your Beverage Program needs. Please contact our main office at: 1-888-872-5620 or visit or web site www.identabrew.com to our full catalog of product and services. See our ad on page# 33 Booth #s: SCAA 1508 TeaSource 877.768.7233 www.teasource.com/ I founded TeaSource fifteen years ago because back then there were very few places to buy great looseleaf tea. I wanted to make sure I always had great teas to drink. That was the genesis of TeaSource. That focus on tea is still what drives TeaSource today. We carry around 250 teas: excellent everyday-priced teas to rare one of kind teas. And we love helping restaurants roasters and coffeehouses educate their customers and develop great looseleaf tea programs. So call us or email for a free wholesale catalog and samples or just to talk about tea. 877 768-7233 wholesale@teasource.com See our ad on page# 25 Booth #s: SCAA 2007 The Chai Company 888.922.2424 www.chaico.com The Chai Company is the leading microbrewer of slow-brewed chai concentrates. This Fair Tradecertified chai is handcrafted with natural ingredients including fresh whole spices and organic estate-grown teas to ensure the finest most authentic flavor. Sweetened with pure organic cane sugar molasses and a hint of real vanilla the resulting chai offers the perfect balance of sweetness and spice with a rich aroma and a full-bodied flavor profile that is spicier and less sweet than most chai concentrates. The 3-to-1 concentrations means a little chai goes a long way which is better for the customer and for the environment. See our ad on page# 19 Booth #s: SCAA 1440 The San Francisco Chocolate Factory 415.677.9194 www.sfchocolate.com The Tea Lover’s Chocolate Collection adds an extra dose of sweetness to your cup of tea. Green tea is complemented by the creamy texture of our White Chocolate Discs. Prefer a nice spicy Chai? Then pick up a sleek tin of our 38% Milk Chocolate Discs to nibble while you sip. Our 55% Dark Chocolate Discs are a perfect partner to a robust Black Tea blend. Whatever your preference you are sure to find that Tea Lover’s Chocolates will enhance your tea drinking experience. See our ad on page# 17 Booth #s: World Tea Expo 743 Torn Ranch 415.506.3000 www.tornranch.com See our ad on page# 21 Booth #s: World Tea Expo 724 Vita-Mix Corporation 800.437.4654 www.vitamix.com/foodservice Since 1921 the Vita-Mix® Corporation has been a leader in blender technology. As a recognized leader and the blending expert in the foodservice industry operators have come to rely on the Vita-Mix brand name for the very best in blending equipment. Our innovative commercial drink ice-portioning and food blenders are used in major restaurant chains smoothie shops nightclubs coffee shops hospitals culinary art schools and institutions. Reliable powerful Vita-Mix blenders will improve your speed of service to reduce customer wait-time handle dense ingredients quickly and easily and provide a consistently smooth drink that enhances your customers’ experience. See our ad on page# 38 39 Booth #s: SCAA 1519 NRA 3413 Wega U.S.A. 336.662.0766 www.wegausa.com See our ad on page# 23 Booth #s: SCAA 2139 Zhong Guo Cha 860.663.1399 www.buygreattea.com Zhong Guo Cha specializes in the selection importation marketing and sale of handcrafted Asian teas. ZGC offers an excellent variety of teas: white green yellow oolong black pu'erh and herbal blends. ZGC is committed to providing customized marketing and packaging strategies. Founder/President Philip Parda personally selects the teas throughout the year. Customer service quality distinction and education are cornerstones of the company. See our ad on page# 25 Booth #s: SCAA 1732 World Tea Expo 715

CoffeeTalk

May 2008

www.CoffeeTalk.com

May 2008

CoffeeTalk

Time for Tea in Your Café

Time for Tea By Donna Fellman

Well, we have talked a little bit about the world of tea and the basic types of tea as well as some of the teas that are not really tea. Now that we have our bearings, let’s assume that you have decided to include tea on your menu. Where do you begin? One of the first things to consider is your water. The quality of the filtered water used for coffee is fine for tea. However, the temperature of that water limits you to black teas, pu’erh, herbal infusions, and some of the dark oolongs. Water that hot will stew green and white teas and lightly oxidized oolongs into an unpalatable brew. In a tea-perfect world, in addition to the very hot water there would also be water at about 175 for the more delicate greens, lightly oxidized oolongs, and some white. For other whites, Darjeelings and medium oolongs there would be water at about 195 . But, alas, it is not a tea-perfect world behind most café counters where space, plumbing and electricity are usually limited. So let’s look at some options. If you do have the room and the plumbing, having even one more hot water heater with water set at 175ish degrees Fahrenheit would be ideal. However, that’s a luxury for a lot of places, even teahouses. Another solution is to find the counter space with an outlet for an electric hot water dispenser. There’s one made by a Japanese company that takes up relatively little of your precious counter space. It will even hold the water at the 3 temperatures I mentioned before and do some minimal filtering. It has an external display where you can monitor the water level. I used a couple of these in a teahouse and it worked well as long as we remembered to add water as the dispenser got low. The other option is to have an electric kettle and train employees to recognize how hot the water is by watching the steam or feeling the kettle. This of course is a little riskier for both tea and employees, but I have seen it done. Even if all you can manage is one temperature for water, you can still serve tea. You will just have to limit yourself to mostly black teas, which are the most popular in the US anyway. Moreover, you can make iced tea, still America’s favorite. And the steaming wand on your espresso machine will make great tea and chai lattes from concentrates using the same milk products that you already have on hand for your coffee drinks. Store your teas away from heat, light, and moisture, yet within easy reach of the employees. Tea tins are perfect. Tea will absorb odors - that is how they make all those flavored teas. No one wants their tea to taste like coffee because it wasn’t sealed well and absorbed the coffee aroma in the store. Teabags - loose leaf tea? Loose-leaf tea - teabags? It is a harder decision to make than it used to be. There is a new and improved generation of teabags on the market.

Not only do they have more room to let the higher grade teas they hold infuse well, they are individually wrapped in foil packs that keep the tea fresher inside and the inﬂuence of moisture and odors out. This is a huge improvement in the basics of teabags, which make them something to consider. Moreover, they come with lots of different teas inside. But on the other hand, the tea-consuming public is much more knowledgeable and discerning than ever. Those who are accustomed to loose-leaf teas are edging their way from hoping to ﬁnd loose-leaf teas on the menu to expecting it. Moreover, they may go to another café if you do not have loose-leaf teas.

Smart Marketing

specializing in coffee beans grown in Hawaii. You might think you are selling coffee and coffee beans from Hawaii. But while the growing location might be important features of your product which is grown at higher elevations in deep volcanic soils, what customers really look for are the benefits those features deliver. In this case, that might be superior richness you can truly taste in every sip. Features are the characteristics of your product or service, while benefits tell customers what they will get because of those features. As you build your new marketing message, lead with the benefits and explain them with features. For example, a coffee seller might promise a coffee of superior richness with variations that run from sweet and delicately complex that you can truly taste in every sip, thanks to our high growing elevations and deep volcanic soil. Get the idea? Leg #2. Who wants to buy what you market? It is always easier for a marketer to fill a need than to create one. So for the shortest route to success, identify prospects who already want to buy what you sell and write a simple one or two-sentence target audience profile that describes them. You can look at your best, most profitable customers or at the customer base of your chief competitors, or draw at least preliminary conclusions from trends in the marketplace to identify a qualified target group. This target audience profile will be valuable as you move forward with your marketing campaign. You will use it to select the best-targeted media, from newspapers and magazines to radio, TV, and websites. If you are marketing to consumers, describe them demographically, including their ages, genders and any other important characteristics, such as household income. In addition, if you are marketing to business prospects, be sure to identify them based on all relevant criteria, including the types of businesses in which they work and their job titles. Leg #3. Why will people want to buy from you? Prospects who need what you market will be shopping – and probably buying – with your competitors. Therefore, to succeed, you must take market share away from someone else. What can you do or provide that will add sufficient value to make buying from you more attractive than purchasing elsewhere? Whatever that something may be, embrace it and turn it into your competitive advantage. This may require a bit of creativity, such as bundling a group of features or products together to create a compelling package. Some restaurants are adding or promoting takeout services for their busy working moms. Take time today to answer these three important questions and build the legs of your marketing stool. You will have a solid foundation for marketing decision making and have a core message that will resonate with your best prospects. Then, and only then, develop a family of materials and select media tactics that will help you reach your prospects on an ongoing basis. Since it takes multiple contacts to move prospects through the sales cycle, be patient and persevere. You will find that proactively keeping your marketing stool well balanced keeps your marketing on a more economically even keel. CT

by Lisa Olsen

The 3 Legs of Your Marketing Stool Do not wait until business dips to start marketing. Begin today using these three important legs of the marketing stool that help you develop your core message. One of the questions I am asked most frequently is, "When is the best time to market?" The answer is simple: The best time to market is now and every day hereafter. In fact, marketing should be a year-round process. Even seasonal businesses must continually reach out to customers or risk having to rebuild their sales every year. Take charge of your company's marketing and become proactive. You wouldn’t start driving nails into a 2x4 to build a house before you have a plan would you? However, I see this very thing every day. Well-meaning business owners embark on picking up a marketing tool (i.e. brochure, newspaper ad, web site) before they have decided what they are going to say about their product. Maybe a radio rep corners you. Or maybe newspaper seems like a good idea. The competitor is doing a direct mail piece, should you? Hold it! Stop the freight train. There is much to do before you even get to the “where you’re going to do it” step. It is critical that you do some planning ﬁrst. There are three legs to the marketing stool upon which your product sits for all the world to see. First, you must decide what your marketing message should be. It is critical to create a beneﬁt-oriented message that will resonate with your prospects and then carry it through all your marketing tools, from your company brochure to advertising and PR. Start by answering these three fundamental questions to build the legs on your marketing stool: Leg #1. What are you really marketing? Chances are there is a big difference between what you think you are selling and what your customers or clients want to buy. Suppose you run a coffee shop

Consider your motivation for wanting to serve tea, and the nature of your establishment. Whom are you planning to serve tea? If your business is mainly ‘to go,’ a teabag with hot water poured over it in a paper cup could be just the thing. However, if you have a nice sit-down atmosphere in your café, no matter how casual, teapots or nice cup and infuser basket sets are not that hard to do well. Then your establishment will really appeal to tea drinkers. And if your coffee-consuming customers who are accustomed to ﬁne-quality, fresh ground coffees are interested in trying tea later in the day, aren’t they going to expect the same comparable ﬁne-quality experience that loose leaf teas provide in their tea? Whatever you do, it is important that the staff is as knowledgeable about the tea list as it is about everything else on the menu. They need to know about tea, the basics of where it comes from and the kind of teas they are serving. It is equally important that whatever tea is served, it be served well. Which reminds me - I have a question. When you make coffee, is more always better? I’ve noticed that when I order loose leaf tea at coffeehouses, they almost always put in too much tea, which does not make better tea. The right amount of tea and water, at the right temperature for the right amount of time – and you have made a great cup of tea. Congratulations on your decision, and welcome to the world of tea! 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.

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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May 2008

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May 2008

CoffeeTalk So how can a cook spend years working for the best, most driven chefs in

Passion, with attitude

America, take a job in Las Vegas and turn into a slug? A wise man once said that if you love the restaurant business, it’s the hardest job in the world and if you don’t love it, it’s unbearable. Wait, that was me. Picture this: as a union employee you make good money, work an eight hour shift with an hour meal break and two ﬁfteen minute breaks, two days off in a

by Jimmy Sneed

row every week, full health beneﬁts, paid vacation, and your chef is not allowed to yell. Just shoot me in the face. The best kitchens I have ever led (The Frog and

Can you vote Democrat and still not like unions?

the Redneck in Richmond, Windows on Urbanna Creek in rural Virginia, Tristan in Charleston) had the cooks working at a furious pace, six days a week. They were passionate, focused, driven, excited and tired. They were the best cooks I have ever worked with. In many of the union kitchens the cooks spent their days counting the hours until break time, or counting the days ‘til it was their ‘Friday’.

Don’t get me wrong. I ﬁrmly believe that if ‘big business’ is not held accountable,

Oh yeah, this is a Vegas thing. If your days off are Wednesday and Thursday, then

it will [take advantage of] the worker. Indeed, even if it is held accountable. Small

Tuesday is your ‘Friday’. Whatever. So how bad can it get?

business too. It’s human nature and part of the capitalistic mentality. Proﬁt rules.

While I was Executive Chef of the New Frontier, my banquet chef died. I was told I would have to replace him with a housekeeper who had never been a cook.

Workers are there to make money for the owners. Upton Sinclair’s 1905 book about the slaughterhouse industry, The Jungle,

You see, she had seniority, having worked there for 22 years, and wanted the job

woke up our nation to the abuses showered on the working man. Long hours, low

because it came with Saturdays and Sundays off. Only by writing detailed job

pay and awful conditions were often the norm. Enter unions. The workers united

descriptions for each position and having a ‘come to Jesus’ with the housekeeper

and demanded fair pay, safer work environments and, god forbid, beneﬁts. Now,

was I able to stave off disaster.

I’m not claiming to understand the evolution of unions, nor their worth today.

When Joel Robuchon opened his restaurant in the MGM Grand, the story

But I can tell this: They are sucking the passion out of the kitchens, at least in Las

goes, he brought his maitre d’ with him from France, where fear rules. The maitre

Vegas.

d’ told one of the waiters to re-set his tables as the silverware was not arranged to

I mention Las Vegas because that’s where I ran up against a kind of nonchalance

his satisfaction. The waiter suggested that if the maitre d’ wanted the silverware

I had never before witnessed in the kitchen. In my world of training, passion drove

rearranged, he’d better do it himself since the waiter was going on his break.

the talent. I can remember nights working with Jean-Louis Palladin when the

Presumably, the maitre d’ imploded.

food was so spectacular that I felt culinary history being made. I can remember

As well he should. CT

other nights when I thought the customers should get their money refunded. I can remember working at the Regent Hotel in Washington, D.C. with Guenter Seeger

Jimmy Sneed was chef/owner of The Frog and the Redneck in Richmond,

(in my view the greatest talent in America today) back in the 80’s. On nights when

Virginia and a two time James Beard nominee. He currently operates SugarToad

we served 12 dinners it was hard to keep going. But give us 100 diners and watch

Management, a restaurant and product development consulting business.

us rock.

Email Jimmy jimmy@fgcoffeetalk.com

Illustration by Happpy

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May 2008

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Artisanal Farms, Roasters and Independent Shops LAMILL Coffee Boutique in LA By Joan Nielsen

Report

STATS: 1636 Silver Lake Blvd. Los Angeles, CA 90026 323.663.4441 Sunday – Thursday: 7am – 10pm Friday & Saturday: 7am – 11pm

- from the ﬁelds

Craig and Jean Min, owners Greg Torres, VP of Business Development John Gozbekian, Director of Coffee Sourcing Eton Tsuno, R & D of Coffee Drinks

CAFÉ ENVIRONMENT: Maybe one of the most sophisticated and beautifully designed cafés on the West Coast, LAMILL Coffee Boutique is here (in a city of fleeting celebrity) to stay. Imbibing in their coffees and cuisine is like no other café experience in recent memory. First of all there’s the visual impact of the interior: huge hand painted French wallpaper murals in myriad shades of grays, modern low-slung armchairs in shades of muted greens, glittering chandeliers and soaring mirrors, all framed by red trim that flows in from the rust red exterior. This set up says, “Welcome to our world” and a very precious world it is. The Mins looked long and hard for an eclectic Los Angeles neighborhood that would embrace and encourage their creative concept, and they found it in artsy, avant-garde Silver Lake. THE MENUS: Two sets of menus are offered. Ten (10!) pages of coffee and tea offerings tempt the palate and boggle the mind with creative innovation (more later). And, two pages of exquisite cuisine offerings are every bit as good as the world-class coffees (unlike most cello-wrapped pre-prepared coffee shop foodstuff). Come in at breakfast, lunch or dinner, and you’ll encounter a menu devised by Michael Cimarusti, chef of the top-rated LA restaurant, Providence: from “Frisee au Lardon” salad served with coffeeinfused vinaigrette, Niman Ranch bacon and a soft poached egg, to the “Farcell Panini” grilled sandwich of Spanish cheese with a coffee-washed rind, chorizo and piquillo peppers, served with hand cut Yukon Gold potato chips, to the impossible “Liquid Center Lollipops” with their crisp shells of white and dark chocolate that burst into liquid coffee and tea in your mouth (if you’re lucky!). This so-called “simple fare” is hardly simple. And, although the food menu is stellar, it must be noted that the emphasis admirably remains on the coffee menu… THE COFFEES: LAMILL’s resident coffee savant and brilliant barista, Eton Tsuno, has been given free reign to create a beverage menu that is truly unique and delicious. At this writing, I tried a “slow extraction” coffee using the oldest semi-automated coffee brewing system around, a vacuum pot or “Siphon Brew.” This process is a magic show at your table! (Wikipedia gives a pretty good explanation.) When the full brewing time of four minutes is finished and the coffee in the top receptacle filters down to the bottom receptacle, the result is a consistently clean, smooth cup with virtually no sediment. (The Organic Ethopian Golacha brewed this way had a nice body that did justice to it’s natural dry process and distinct apricot and blueberry flavors.) Then I was served an “Eva Solo,” a Scandinavian brewing system that can only

be described as resembling a coffee cupping. A small glass carafe is snugly zipped into a neoprene holder and 45 grams of coarse ground coffee is placed into it. Then a ½ liter of boiling water is pored over and stirred into the coffee, which is allowed to form a crust, then stirred again. After four minutes of brewing time, a conical strainer with a gasket seal at it’s top is pushed down into the carafe. Needless to say this “cool” brewing system is on the forefront of modern coffee technology with a “wet suit” that holds the heat for up to an hour! (The Kenya Gichi Auction coffee I tasted using this system was thick and sweet and fruity.) Next, I tried a fun drink called “Coffee Cubes.” An icy cold infusion of lavender and rosemary water is pored into a shot glass, followed by tiny, precisely cut cubes of coffee gelée that float around the top. The object is to sip the cold liquid including some coffee cubes and crush the cubes against the roof of your mouth. The result is a startling flavor combination that starts out wet but ends up in a dry finish! (The coffee cubes that were used in this drink were prepared from an excellent Brazil Serra de Boné, with a rich, dark and classic coffee flavor.) Finally, I indulged in a specialty drink that could make a dessert lover faint, the decadent “Liquid Tiramisu.” Here’s the recipe… First you cook a crème anglais with Grand Marnier added, then chill it until ready to use. Now you steam it and pour some into a pretty glass cup. Then you toss in a shot of espresso and top with whipped cream and a dusting of Valrona cocoa powder. Now you plunge your dainty spoon to the bottom of the glass, bringing up the mélange of Tiramisu flavors. Then, after you’ve come back down to earth, you think about that diet you just blew… FIELD NOTES: Next on the menu for LAMILL is a concept they call “The Barista Table.” Similar to “the chef’s table” at high-end restaurants, where a limited number of guests share a specially prepared meal (often right inside a hot and noisy kitchen), at LAMILL you can dine in a beautiful private room with your own barista, preparing any or all of the coffee menu! Just imagine the special occasions that could warrant this fine extravagance…

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May 2008

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May 2008

CoffeeTalk

Opening a new café

Design

Design it right, build it once

By Erin Gonzalez-Bardzinski, Andrew Jensen, and Tom Palm

Opening a new café can be a real challenge, especially if you have never done

sink, sandwich prep table and additional refrigeration will be required. Thus, the

it before. Many of the problems that a new café owner encounters occur during

new operator must decide early in the design process what items will be prepared

the two months between signing a lease and getting a building permit. See the

and stored on-site and what items will be purchased from an outside vendor.

April, 2007 CoffeeTalk article “Opening your dream café – don’t let it become a

When designing a ﬂoor plan, start with the kitchen and storeroom. Working

nightmare!” In that article we discussed issues such as parking, restrooms, ADA,

from the back of the space to the front, essential pieces of equipment ranging from

ﬁre exits, and health department codes. These areas require extensive research

dry storage, refrigerated storage, food prep and ware washing are designed into

prior to signing the lease. In this article, we will explore the next phase of opening

the space ﬁrst. Remember, your health department codes will dictate the minimum

a new café – the ﬂoor plan design.

requirements of a water heater, mop sink, three compartment sink, hand sinks,

A common approach to the design of a new café concept is to plan the space

and adequate refrigeration and dry storage needs. So, before you begin designing

from the front to the back. The primary focus is on the atmosphere and design

the location for the ﬁreplace and retail displays, get the storeroom and kitchen

elements in the customer areas. These may include the style and type of seating, a

areas done ﬁrst.

roaster, retail displays, internet stations or a ﬁreplace. Then architectural features

The front and back service counters are now designed into the ﬂoor

such as sofﬁts and lighting are combined with colors and ﬁnishes to create your

plan. This is where employees must have efﬁcient work space and the proper

image and identity. It is in the “front of the house” where your concept and brand

equipment to deliver orders quickly to the customers. The counters incorporate

identity are realized.

built-in equipment, readily accessible to

These design elements are crucial

the employee (cups, ice, refrigeration,

to differentiate your café concept in the

trash, plates etc.). Equipment should

marketplace. However, this approach has

be strategically arranged so that each

a tendency to underplay the importance

employee has their own work station

of the service counters and the back

(cash, espresso, sandwich). The longer

room storage needs. These are the areas

the lead time for an order, the further

your employees depend on for logical

from the cash register the customer will

equipment placement, functional work

move. This prevents a back-up at the

space and adequate storage needs.

cash register when a customer orders

When the employee areas are designed

three espresso based drinks and the

last, efﬁciency, labor costs, speed of

customer behind them just wants a large

service, customer retention and proﬁts

house blend coffee. With the operational

are adversely affected. The challenge

areas of your café properly planned ﬁrst,

of any design is to balance the desires

the remaining balance of the space is

for unique and appealing design elements (customer areas) with the needs for

available for creating personal design elements in customer areas.

functional work and storage areas (employee areas). Before you can begin your layout, you must ﬁrst decide what items will

Erin Gonzalez-Bardzinski, Andrew Jensen, and Tom Palm are with Design &

be served on your menu. Coffee, espresso, tea, smoothies, pastry, cookies,

Layout Services. Since 1996, Design & Layout Services has worked with over 600

sandwiches, soup, salads, and ice cream are common menu items. This menu will

clients interested in opening a café or starting a coffee shop. Services include ﬂoor

dictate the equipment needed to support your menu. For example; bakery items

plan design, health department coordination, construction documents, cabinetry

purchased from a local bakery and delivered daily, will only require a display case

and equipment sales. Tel. 800-471-8448 E-mail: tpalm@designlayout.com, www.

for merchandising. However, when the cookies and mufﬁns are baked on-site,

designlayout.com

your equipment will change to include a storage freezer, convection oven and a work table. If you will be preparing sandwiches on site, a separate vegetable prep www.CoffeeTalk.com

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May 2008

Perk Up Your Coffee Profits!

Your customers will love the improved brew and your bottom line will TOO! Learn how to enhance your customers’ loyalty, employee performance, add sales per customer... all through the only East Coast Barista & Coffee School! Learn from the pros in a live, living coffee shop environment as you experience one of seven different educational tracks. When attending, students learn everything from the art of a perfect cup of coffee to ‘how-to budget’ and ‘market your business.’ It’s a perfect way for shop owners looking to take their business to the next level of success, and a must for new owners looking to start their business right. All too often good people have assumed that when getting into the coffee business, all you need to do is build

it and they will come. However, failure statistics for start up shops have long proved otherwise. More accurately, the saying should be, “build it right and they will come back again and again,” which tells the greater truth of best success stories. So how do you build it right or fix it before your investment is lost? It takes understanding the business, beginning with what motivates customers to come back again and again. This begins with the art of making a great cup of coffee, great service and then the right combination of complimentary fast casual foods and pastries.

t Learn from a professional who has trained baristas for national competitions. t 7 educational tracks available. t Conveniently and cost effectively located in Charlotte, NC. t Training and coaching goes on beyond your time with us, saving time in sourcing the right suppliers for each need, saving you time and money! t Enjoy training that meets SCAA and USBC standardized programs. t Coffee Shop Boot Camp!

2135 Southend Drive Charlotte, NC 28203

Learn more at www.CoffeeHows.com

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May 2008

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NewsBites DaVinci Gourmet launches "Signature Sauces”

The Chai Company launches new website

DaVinci Gourmet is launching a line of indulgent DaVinci Gourmet Signature Sauces specifically formulated for espresso-based drinks. The new product line, which is made with the finest quality ingredients, features three in-demand flavors: Dark Chocolate Raspberry, Mexican Chocolate, and Dulce de Leche. DaVinci Gourmet will debut its Signature Sauces at the Specialty Coffee Association of America's 20th Annual Conference, May 2-5 in Minneapolis, Minn. Keeping with its commitment to supporting specialty coffee retailers, DaVinci Gourmet is offering free merchandising materials to showcase the variety of drinks that can be made with its signature sauces. Retailers interested in receiving posters, counter cards and window clings can call 800-640-6779.

The Chai Company has launched its redesigned website at www.chaico.com. The website features information on the process and ingredients that go into brewing the chai, The Chai Company’s philosophy, chai history, recipes and of course information on how to purchase the chai as a wholesale customer or a distributor. The Chai Company microbrews all-natural, Fair Tradecertified, organic chai tea concentrates in a “slow batch” process using an ageold Himalayan recipe of organic tea, organic pure cane juice and molasses, fresh whole spices, organic vanilla and organic lemon juice concentrate. The resulting 3-to-1 concentrate is wonderfully aromatic with a rich and balanced flavor profile. The higher concentration means less packaging, less storage, less post-consumer waste and fewer trucks on the road. For more information, please contact The Chai Company at 888.922.9881.

2008 Cup of Excellence® schedule released The Alliance for Coffee Excellence, Inc. recently released the 2008 Cup of Excellence® schedule, readying the program for another successful year. With the 2008 schedule ACE also welcomes Rwanda to the Cup of Excellence, representing the ﬁrst time the program has expanded beyond its Central American roots. In all, eight countries will participate in the stringent competition and auction program: Costa Rica, Nicaragua, El Salvador, Guatemala, Honduras, Rwanda, Colombia and Bolivia. For the entire 2008 schedule visit www.cupofexcellence.org.

Specialty Coffee Association of America goes environmentally friendly with 2008 conference Demonstrating its commitment to promote sustainability within the specialty coffee industry, the Specialty Coffee Association of America (SCAA) is going “green” at its upcoming 20th Annual Conference & Exhibition, May 2 – 5 in Minneapolis, Minn. At the SCAA conference, the association’s carbon neutrality program will help offset emissions related to conference travel, lodging and energy consumption. Conference attendees will pay a small tariff to participate in the program, and funds collected from registrants--included in the conference fee---will be donated to the sustainable agroforestry non-proﬁt organization, Trees for the Future, for the purchasing and planting of new trees. SCAA and specialty coffee importer, Sustainable Harvest representatives will provide oversight on funding the project. Details are available at www.scaa.org.

Dixie® Insulair® offers a new design in the Ecosmart™ cup Georgia-Paciﬁc Food Services Solutions announces the latest addition to its popular product line of Dixie Insulair insulated paper cups with the new Interlude design. The new look of Interlude combines vibrant musical accents and warm red and gold hues to compliment the performance of triplewall layering that keeps beverages hot. Insulair EcoSmart represents an environmentally responsible alternative that provides comfort and an enhanced experience for consumers. The cup contains a minimum total of 12 percent post-consumer recycled material, due to a featured middle insulating layer containing 99 percent post-consumer recycled ﬁber. For more information visit www.gp.com.

New York barista delivers winning performance at SCAA Northeast Regional Coffee & Tea’s Amber Sather impressed event judges while outperforming 25 of the most skilled and accomplished baristas throughout the East Coast in winning the Specialty Coffee Association of America’s (SCAA) Northeast Regional Barista Competition (NERBC) – hosted by gimme! coffee. Aside from earning the title of the Northeast’s best barista, the Brooklyn, New York resident earns an expenses-paid trip to compete at SCAA’s

2008 United States Barista Championship (USBC,) May 2-5 in Minneapolis, which coincides with SCAA’s 20th Annual Conference & Exhibition. Chris Deferio of Ithaca’s Carriage House Café – the 2007 NERBC winner – and another Brooklyn barista, Katie Carguilo from Counter Culture Coffee, placed second and third, respectively at the event, which was held at Ithaca’s historic State Theatre. For more information visit www.scaa.org.

Torani blended beverage bases sport new name and packaging Torani, a premium purveyor of flavor, has rebranded their blended beverage bases Frusia and Caffioco to join the syrup and sauce line under the Torani brand. Frusia, a puree blend made with real fruit, will undergo a name change to become Torani Puree Blend, and Caffioco, a beverage base for blended coffee drinks will become Torani Coffee Blend. Inspired by Torani’s iconic syrup label, the new Torani Blended labels have been designed to maximize appetite appeal and functionality. Emblazoned with Torani’s traditional bold colors, the new labels sport luscious illustrations and streamlined copy to make it easy for the time-pressed barista, bartender or waitstaff to quickly and efficiently distinguish among product flavors. Building on the vibrant colors, the new labels also include whimsical interpretation of fashionable hats worn on the Italian Riviera in the 1940’s & 50’s to reinforce that the Torani brand stands for a ‘zest for life.’ For more information visit www.torani.com.

World Tea Championship™ to provide rating system for specialty teas The first-ever World Tea Championship™ (WTC) will take place at the 2008 World Tea Expo May 30 –May 31, 2008 at the Mandalay Bay Convention Center in Las Vegas, Nevada, USA. The WTC is an independent competition judged by professional cuppers and industry recognized experts, to distinguish the highest quality & best tasting teas commercially available in the North American marketplace. The highest quality and best tasting hot and iced teas from around the world will be judged and rated by professional tea tasters. All teas submitted will receive a World Tea Rating™—providing the tea industry with a rating system for teas similar to that which has brought increased awareness and consumer understanding to the wine industry. Much like wine, tea characteristics are influenced yearly by weather, soil conditions, manufacturing processes, craftsmanship and skill of tea masters and blenders alike. The World Tea Championship™ and the World Tea Buyers Guide™ will deliver the first comprehensive resource for rating characteristics for those buying tea. For more information visit www.worldteaexpo.com.

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SCAA seeks “Coffee of the Year” The Specialty Coffee Association of America (SCAA), the world's largest coffee trade association, is on an international quest for the best coffee of the year during the upcoming 2008 Roasters Guild Coffee of the Year Competition. Expert SCAA cuppers will evaluate and rank the world’s finest specialty coffees. More than 120 producers throughout the globe will compete in the prestigious annual event (formerly known as the Cupping Pavilion Competition) for an opportunity to earn a Gold Award for producing the world’s best specialty coffee. Producers finishing second and third in the event take home Silver and Bronze Awards. The three-day competition begins on May 3 at SCAA’s 20th Annual Conference & Exhibition in Minneapolis, Minn. Judges will determine the winner of the event after the final cupping, or tasting, on May 5. Complete details for SCAA’s 20th Annual Conference & Exhibition are available at http://conference.scaa.org.

The Chai Company opens U.S. Sales & Marketing Ofﬁce, hires two industry veterans In an effort to expand its market share in the United States, Canada’s leading brewer of chai concentrates, The Chai Company, has opened a U.S. base of operations and has named Kate LaPoint its director of marketing and Eric Bass the company’s director of sales. For more information, please contact The Chai Company’s U.S. ofﬁce at 425.483.3110.

Mocon launches new Lippke™ 4000 Series package test systems to coffee industry A new generation of Package Test Systems, which targets quality assurance labs, is now available from MOCON, Inc. (NASDAQ: MOCO). The feature-rich Lippke™ 4000 Series is designed to perform a variety of leak and seal strength tests on ﬂexible, rigid and porous materials. (The Model 4000 is standalone and the Model 4500 is a PC operated, bench-top unit.) The Mocon Lippke™ 4000 Series is the next generation in a line of positive pressure packaging test systems designed to measure the strength of the package's seals and material while simultaneously assessing the package's ability to seal its contents against atmospheric contamination. The 4000 Series provides precise, accurate and reproducible test results consistent with ASTM Standards F2054, F1140, F2095 and ISO Standard 11607. For more information visit www.mocon.com.

continued...

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See CoffeeTalk at booth 2035 at the SCAA show

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...continued

NewsBites Vita-Mix proud sponsor of United States Barista Championship Vita-Mix Corporation is proud to sponsor the United States Barista Championship at the Specialty Coffee Association of America (SCAA) 2008 Annual Conference. Vita-Mix Corporation is the exclusive blender sponsor for the event at which baristi from all over the United States come to compete for the coveted title of 2008 United States Barista Champion. Vita-Mix blenders play a critical role in the success of the competition. Competitors are required to create twelve drinks for the judges, including a signature drink that may require a topof-the-line blender. By using Vita-Mix blenders competitors can be conﬁdent that their drinks are blended smoothly and consistently before presenting them to the judges. For more information visit www.vitamix.com/foodservice.

The perfect blend: Eight O’Clock® Coffee & Evette Rios Eight O’Clock Coffee has a new brand ambassador: design guru Evette Rios. A regular on the Rachael Ray Show, Ms. Rios is known for handson, budget-friendly decorating and crafting. Her residential-focused design talent, captivating personality and wide appeal to women – a target demographic shared by Eight O’Clock Coffee – made Ms. Rios a natural choice to represent the nation’s #1 whole bean coffee. The Eight O’Clock® Coffee brand, best known as America’s #1 whole bean coffee, has been providing great tasting coffee for almost 150 years. Eight O’Clock Coffee now offers a full line of premium coffee varieties in ground and whole bean forms. For more information visit www.eightoclock.com.

Coffee Masters, Inc. hires Central Region Sales Manager Coffee Masters, Inc., Leading Midwest wholesale coffee roaster, has announced the hire of Jodi Foutch in effort to support strategic regional sales objectives. In her role as Regional Sales Manager – Central United States, Foutch is responsible for managing the sales initiatives and new business development strategies of AR, CO, IL, IN, IA, KS, LA, MN, MS, MO, NE, ND, OK, SD, TX, WI, and WY. Prior to joining Coffee Masters, Inc., Foutch was the Business Development Manager at Swiss Water Decaffeinated Coffee Company, where she was the ﬁeld sales and marketing representative for the eastern US territories. Foutch can be reached at 800.334.6485 x108 or via email at jfoutch@coffeemasters.com.

Ritual Coffee Roasters' Chris Baca wins Specialty Coffee Association of America's Western Regional Barista Competition San Francisco barista Chris Baca of Ritual Coffee Roasters dazzled event judges on his way to winning the Specialty Coffee Association of America's (SCAA) Western Regional Barista Competition (WRBC) - hosted by Paciﬁc Bay Coffee Co. and Micro-Roastery. The competition - held at the Gaia Arts Center - was christened Friday with a mayoral proclamation of "Specialty Coffee Day" in Berkeley, California. Kyle Glanville of Intelligentsia Coffee & Tea in Los Angeles and 2007 USBC winner, Heather Perry, from Coffee Klatch in San Dimas, Calif. ﬁnished in second and third place, respectively. Event judges were especially impressed with Baca's signature drink, a threetiered liquid cherry-lime cheesecake concoction. For more information visit www.scaa.org.

Rainforest Alliance reaches new milestone The Rainforest Alliance has reached a milestone as the area of farmland certified in compliance with the environmental, social and economic standards represented by the organization’s seal of approval recently surpassed one million acres (more than 414,000 hectares) in 18 countries. This achievement reflects the significant growth the Rainforest Alliance has seen in its sustainable agriculture, forestry and tourism programs in the past year resulting in multi-billion dollar impacts on global markets. The organization counts among its successes the engagement of about five percent of Fortune 500 companies, including Xerox, Costco and Whole Foods Market, on strengthening the sustainability of their supply chains. For more information visit www.rainforest-alliance.org.

Lavazza's new Espression cafe concept wins major retail design award

West Coast roaster routinely lauded for quality coffee to open roasting facility in NYC

Lavazza's Espression café concept was awarded the Grand Award for Restaurant Design at the A.R.E. Design Awards, sponsored by the Association for Retail Environments. Lavazza, Italy's leading coffee company, created with Espression a new and innovative approach to coffee consumption, environment, service and quality. The distinctive Espression concept is a true place of Italian pleasure that strives to become the place for breaks, meetings, and new ideas. Lavazza teamed with world-renowned consulting chefs Ferran Adrià and Moreno Cedroni to develop the menu ideas. For more information visit www.lavazza.com.

Ninth Street Espresso announced recently that they will be the sole point of purchase, in New York City, for coffee roasted by renowned roasting house Stumptown Coffee. Stumptown, an award winning roaster from Portland Oregon is presently air shipping fresh roasted coffee to Night Street Espresso twice a week, but has plans to open up a roasterie here in Manhattan in 2008. Stumptown will open a signature coffee bar of their own in the Ace Hotel which is slated to open later in 2008. For more information visit www.stumptowncoffee.com.

Announcing MyBrazilianCoffee.com, a great resource of the ﬁnest Brazilian Coffees on the web

Lavazza drives profits with innovative single-serve espresso and cappuccino system Lavazza’s goal is to help build operator sales across the foodservice industry with its patented state-of-the-art BLUE machines and single-serve capsules, making authentic espressos and cappuccinos affordable and hassle free. There’s virtually a BLUE solution for every foodservice operation, from independent cafes to casual, fast and fine dining; from hotel lobbies and suites to casinos and catering. BLUE machines are designed to handle high volumes in any professional environment, and the single-serve capsules produce not only espressos and, automatically, cappuccinos and lattes, but in addition brew smooth and delectable 8-oz. americanos, not to mention a variety of fine teas and cocoa beverages. In fact, BLUE is not only a professional coffee machine, but also a full-fledged premium hot drinks station. BLUE machines are available for a free trial and are fully assisted by Lavazza’s service and training networks across the country. For more information visit www.lavazza.com.

With the efforts of 3 Brazilian coffee lovers, My Brazilian Coffee.com offers consumers (passionate coffee lovers) the best of the largest coffee producing country in the world. My Brazilian Coffee.com was born from the idea of two good friends and coffee lovers: Eliane Sobral and Fernanda Mazzuco, both Brazilians, living in New York. Alberto Machado joined them in the business and became their coffee hunter. For details, please contact Eliane Sobral, 1-917-517-1501 or Fernanda Mazzuco, 1-718-490-3224.

Jo To Go Coffee® introduces flavored iced coffee Jo To Go Coffee, in response to increased market awareness of flavored iced coffee, is introducing their own line of the specialty coffee drink. Iced Irish Crème Coffee is now offered at Jo To Go Coffee stores nationwide. Jo To Go Coffee’s flavored iced coffee is brewed in small batches daily from fresh roasted beans, and contains no chemical additives. The Iced Irish Crème Coffee drink includes flavor shots of Irish Crème, and is topped off with creamy half and half. For more information visit www.jotogo.com.

The Weldon Gourmet Flavor Station,™ the next step in serving flavored coffee, puts you back in control. Customers are no longer limited to the “flavor of the day” or syrup flavored coffee. Because these flavorings are not pre-sweetened your customers can enjoy flavored coffee unsweetened or sweetened to their own tastes. And, the pre-measured pump allows you to flavor by the cup regular or decaf!

Dist ribut or Inquiries Welco m e

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Variety, freshness and service are what we value most. Whether youâ&#x20AC;&#x2122;re looking for fair trade or ďŹ&#x201A;avors, organics or origins Kaffe Magnum Opus has what you need. We have an unequalled selection of coffees, we roast to order, and we include a no questions asked 100% satisfaction guaranty. We want to be a business ally, not just a provider of coffee. Signage, seasonal specials, business building ideas and product training are a just few of the items weâ&#x20AC;&#x2122;ll provide you to keep you a step ahead of your competitors.

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Terra Forte - Brazil opens Terra Forte USA in cooperation with Christian Wolthers Terra Forte Exp e Imp de Café Ltda in Brazil started its activities in 2005. The head ofﬁce is located in Sao Joao da Boa Vista/SP. Terra Forte exports over half a million bags per year and the new preparation and storage facilities in Pocos de Caldas can prepare 6,000 bags per day for export and store over 800,000 bags under one roof. This will provide for further expansion in sales and higher quality in service and products. Terra Forte owns seven farms totaling 10,873 acres of productive area with an average 247,000 - 60 Kg bags produced per year. For more information contact Christian Wolthers, cbw@wolthersamerica.com.

Sara Lee Foodservice debuts Good Origin sustainable coffee in the U.S. Building on its position as the third largest coffee roaster in the world and its success in driving sustainability in its European beverage business, Sara Lee® Foodservice is introducing Good Origin sustainable coffee to the U.S. market. Sara Lee is the world's largest buyer of UTZ CERTIFIED Good Inside sustainable coffee. During the past four years, Sara Lee has achieved an eight-fold increase in its sustainable coffee volumes: from 2,500 tons in 2004 to the 20,000 tons it has committed to procure in 2008. Sara Lee has introduced its Good Origin brand in countries such as the Netherlands, the United Kingdom and Denmark, where consumer demand for sustainable coffee is growing rapidly. Good Origin Sustainable Coffee is targeted to a wide variety of U.S. markets including colleges and universities, business and industry, healthcare, lodging, national restaurants, convenience stores and commercial food operations. The new, UTZ CERTIFIED Good Inside coffee is available in three varieties under the Good Origin Premium label (Moyobamba Peru, Terrenos Gemelos and Copita Madura Decaf) and three varieties under the Good Origin Gourmet label (Pluma de Oaxaca, Tres Joyas and Copa Oscura Decaf). Each variety is packed in a NaturalBox carton, made with 100 percent post-consumerrecycled-materials. For more information visit www.saralee.com/AboutSaraLee/ Sustainability.aspx.

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Agtron, Inc......................................................................775.850.4600 ....... www.agtron.net ...................................29 ...................1719 Alcohol Controls Inc .....................................................800.285.2337 ....... www.alcoholcontrols.com.................33 Allan Brothers Coffee ...................................................800.926.6886 ....... www.allannbroscoffee.com ..............38 ...................3349 Astoria-General Espresso Equipment Corp. .............336.393.0224 ....... www.astoria.com ................................38 ...................2126 ..........6754 Baskets-n-Bags.............................................................800.274.0475 ....... www.baskets-n-bags.com.................17 ...................630 Bodum USA, Inc ............................................................212.367.8844 ....... www.bodumusa.com ..........................38 ...................1520 ..........3241 ........... 409 Boyd Coffee Company ..................................................800.545.4077 ....... www.boyds.com ..................................18, 38 .............1326 BriteVision ......................................................................877.479.7777 ....... www.britevision.com ..........................33 ...................1815 Bunn-O-Matic Corporation..........................................217.529.6601 ....... www.bunn.com....................................3 .....................1038 ..........1031 Burgess Enterprises .....................................................800.927.3286 ....... www.burgessenterprises.net............38 ...................725 Cablevey .........................................................................641.673.8451 ....... www.cablevey.com ............................21 ...................434 Cafe de El Salvador.......................................................503.2267.6600 ..... www.salvadorancoffees.com ...........25 ...................1626 Café Feminino Foundation ...........................................360.666.8725 ....... www.cafefemininofoundation.org....27 ...................1209 Cafemakers ....................................................................808.443.0290 ....... www.cafemakers.com .......................38 Cafetto USA....................................................................785.550.6802 ....... www.cafetto.com ................................38 ...................1552 ..........9386 Casablanca Market ......................................................650.630.1881 ....... www.casablancamarket.com ...........31 Coffee Fest .....................................................................800.232.0083 ....... www.coffeefest.com ..........................27 ...................1530 Coffee Holding Co. ........................................................800.458.2233 ....... www.coffeeholding.com ....................23, 35 .............915 Coffee Hows...................................................................919.771.7752 ....... www.coffeehows.com .......................31 Costellini's ......................................................................888.889.1803 ....... www.costellinis.com ..........................35 Cupcoat Expressions Inc .............................................905.277.3313 ....... www.cupcoats.com ............................27 ...................850 CustomCool ....................................................................718.220.1140 ....... www.customcool.com........................20 ......................................2441 DaVinci Gourmet/Oregon Chai/Jet.............................888.676.3832 ....... www.davincigourmet.com.................40 ...................1206 DeCoty Coffee Co. .........................................................800.588.8001 ....... www.decoty.com ................................9 Design & Layout Services ...........................................800.471.8448 ....... www.designlayout.com......................38 ...................1430 Double Team Inc. ..........................................................650.997.3168 ....... www.double-team.com ......................35 Double Wrap Cup & Container Co. Inc ......................312.337.0072 ....... www.comfortgripwrap.com ..............27 Eagle Web ......................................................................800.800.7980 ....... www.eaglewebpress.com .................23 Entner-Stuart Premium Syrups ...................................800.377.9787 ....... www.entnerstuartsyrups.com ..........38 ...................3349 Everpure, LLC .................................................................800.323.7873 ....... www.everpure.com ............................38 ...................1726 F. Gaviña & Sons, Inc....................................................800.428.4627 ....... www.gavina.com.................................18 ...................919 Filter Lid, LLC ..................................................................800.246.0375 ....... www.filterlid.com ................................5 .....................1054 ..........9057 ........... 648 First Colony Coffee & Tea ............................................800.446.8555 ....... www.firstcolonycoffee.com ..............18 Flair Packaging International ......................................920.720.3033 ....... www.flairpackaging.com ...................38 ...................2050 Garden Gourmet Fine Foods........................................604.607.1208 ....... www.privatelabelsyrups.com ...........35 Georgia-Pacific Food Services Solutions (Dixie) ....800.257.9744 ....... www.dixiefoodservice.com ...............2 .....................1936 ..........2479 Globex America .............................................................214.353.0328 ....... www.cavallinicoffee.com ..................35 Great Northern Coffee Co., Inc. ..................................800.216.5323 ....... www.greatnortherncoffee.com ........18 Gruppo Cimbali S.p.A. / USA, Inc ...............................312.265.8100 ....... www.cimbali.us ...................................14, 38 .............1826 ..........4618 Isle of Granelli................................................................425.487.6824 ....... www.granelli.com ...............................27 Java Jacket....................................................................800.208.4128 ....... www.javajacket.com ..........................17 ...................722 Javalution Coffee Company, Inc.................................800.260.6114 ....... www.javafit.com..................................22 ...................1629 JavaMania Coffee Roastery Inc. ................................888.280.5282 ....... www.javamaniacoffee.com...............18 Kaffe Magnum Opus, Inc. ............................................800.652.5282 ....... www.kmocoffee.com..........................35 Keffa Coffee LLC ............................................................410.369.8997 ....... www.keffacoffee.com ........................35 La Marzocco, S.r.l. ........................................................+39-055-401390 .. www.lamarzocco.com........................13 ...................1410 ..........3231 Lapis Tea House ............................................................413.475.3428 ....... www.lapisteahouse.com ...................35 .......................................................... 647 Latitude 23.5 Coffee & Tea ...........................................877.260.9212 ....... www.latitudecoffee.com....................18 LBP Manufacturing.......................................................800.545.6200 ....... www.lbpmfg.com ................................21 ...................2142 Michaelo Espresso, Inc. ..............................................800.545.2883 ....... www.michaelo.com ............................29 ...................1225 Millrock ...........................................................................800.645.7625 ....... www.millrock.com ..............................7, 38 Mocon .............................................................................763.493.6370 ....... www.mocon.com ................................11 ...................2028 ..........9104 Novus Tea.......................................................................888.244.3569 ....... novustea.com/ .....................................23 ...................1633 Organic Products Trading Co. .....................................888.881.4433 ....... www.optco.com ..................................6 .....................1117 Porto Rico Importing Co. ..............................................800.453.5908 ....... www.portorico.com ............................18 QuickLabel Systems .....................................................401.828.4000 ....... www.QuickLabel.com.........................15 ...................1205 .............................. 404 Radiant Systems, Inc. - featuring the Aloha product suite ....770.576.6000 ....... www.radiantsystems.com .................15 SCAA / Specialty Coffee Association of America ...562.624.4100 ....... www.scaa.org......................................37 ...................Lobby B Service Ideas, Inc. ........................................................888.999.8559 ....... www.serviceideas.com......................38 ...................945 Silver Cup Coffee ..........................................................800.311.7275 ....... www.silvercupcoffee.com ...............18 Simpson & Vail, Inc.......................................................800.282.8327 ....... www.svtea.com ...................................33 .......................................................... 314 SLO Chai .........................................................................877.324.7832 ....... www.slochai.com................................35 Stauf's Coffee Roasters/Cup O' Joe ..........................800.778.2837 ....... underconstruction...............................18 Superior Imaging Group/Identabrew® ......................888.872.5620 ....... www.identabrew.com ........................33 ...................1508 TeaSource ......................................................................877.768.7233 ....... www.teasource.com/ .........................25 ...................2007 The Chai Company ........................................................888.922.2424 ....... www.chaico.com ................................19 ...................1440 The San Francisco Chocolate Factory ......................415.677.9194 ....... www.sfchocolate.com .......................17 .......................................................... 743 Torn Ranch .....................................................................415.506.3000 ....... www.tornranch.com ...........................21 .......................................................... 724 Vita-Mix Corporation ....................................................800.437.4654 ....... www.vitamix.com/foodservice .........38, 39 .............1519 ..........3413 Walker Coffee Trading Co. ...........................................877.302.6333 ....... www.walkercoffee.com .....................35 Wega U.S.A. ...................................................................336.662.0766 ....... www.wegausa.com ............................23 ...................2139 Weldon Flavorings ........................................................502.797.2937 ....... www.WeldonFlavorings.com ............34 Whole Latte Love ..........................................................888.389.4123 ....... www.wholelattelove.com ..................31 ...................754 Your Brand Cafe ............................................................866.566.0390 ....... www.yourbrandcafe.com ..................29 Zhong Guo Cha ..............................................................860.663.1399 ....... www.buygreattea.com .......................25 ...................1732 .............................. 715 www.CoffeeTalk.com

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Vita-Mix equipment provides unmatched blending for smooth, frozen drinks that your customers can enjoy with a straw – no ice chunks! Our reliable machines quickly and easily blend the thickest ingredients into your specialty drinks. Automated programs and quiet operation improve your speed of service and your customers’ overall experience.

Contact us today to ﬁnd out why Vita-Mix was voted “Best in Class”! US, Canada and Latin America: TEL: 440-235-0214 All other countries: TEL: +1.440.782.2450

800-4DRINK4

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Only from DaVinci

Gourmet

Entice your customers with three new delicious Signature Sauces from DaVinci Gourmet® Dark Chocolate Raspberry A classic blend of decadent dark chocolate and sweet, juicy raspberry.

Mexican Chocolate Rich chocolate and cinnamon, with just a hint of extra spice.

Dulce de Leche A Latin American inspired rich and creamy caramel. For a free sample, call (800)640-6779.