2
June 2008
CoffeeTalk
COME LEARN AND EXPLORE WHAT ETHIOPIA HAS TO OFFER WITH ELAN ORGANIC COFFEES!
Price: $2955 trip + travel insurance (Airfare not included)
TRIP HIGHLIGHTS ✓ Visit and Tour in Addis Ababa and Harar. ✓ Coffee tour of Oromia Coffee Farmers Cooperative Union with a coffee cupping session in Oromia’s cooperative bank.
Green Coffee
✓ Pass through wonderful Lakes Koka, Zwai and Langano. ✓ Visit some cooperatives in Yirgacheffe, small farms, and some of the facilities created by the Oromia Union. ✓ Fly to Dire Dawa, where you will be transferred through lush and mountainous landscapes to the coffee cooperative at Bedeno. Spend one night camping in the small village of Illili Derartu, just outside of Bedeno. ✓ Visit the national coffee processing center and warehouse, as well as the national coffee auction. Enjoy lunch and a farewell ceremony with the Oromia Coffee Farmers Cooperative Union.
For more information: Call Sandy Braun at 206-932-8352 Write to: info@adventureassociates.net www.CoffeeTalk.com
inquiries:
info@ElanOrganic.com Ph: (619)235-0392 www.ElanOrganic.com
CoffeeTalk
June 2008
www.CoffeeTalk.com
3
June 2008
4
CoffeeTalk
Features Commodity Speculation
–
Calendar June 03-05
2008 Commercial Construction Show, Orange County Convention
Center Orlando, FL, www.cc-show.net, 770-781-2501.
June 06-08
Coffee Fest-Hawaii, Hilton Waikoloa Village, Kona, HI, 425-283-5058,
TamaraS@coffeefest.com, www.coffeefest.com.
June 20-22
Mid Atlantic Regional Roasters Group, Deet's Place at Virginia Tech,
Blacksburg, VA., www.marrg.org or bbabcock@marrg.org
June 22-24
Southwest Foodservice Expo, George R. Brown Convention Center,
Houston Texas, www.restaurantville.com, 800-395-2872.
June 22-24
2008 Ultimate Barista Challenge® Americas Houston Invitational,
at Southwest Foodservice Expo, Houston Texas, for more
information visit www.ultimatebaristachallenge.com.
Page 8- CoffeeTalk Magazine’s Sam Kornel explores the growth of speculative investing in coffee futures and the enormous impact this is having on growers.
POS
–
Page 12- David Haddock touches on this essential piece of café equipment.
June29-Jul.01 54th Summer Fancy Food Show (2008), Jacob K. Javits Center,
NCA President’s Column
–
Page 14- Robert Nelson, President of the National Coffee
New York, NY, www.specialtyfood.com, 212.482.6440.
Aug. 23-25
The Ultimate Barista Challenge USA, Los Angeles Convention
Center, Los Angeles, CA, 503.232.1016.
Sept. 05-07
The Ultimate Barista Challenge USA, Orange County Convention
Center, Orlando, FL, 503.232.1016.
Sept. 12-14
Coffee Fest/Seattle, Washington State Convention & Trade Center,
Seattle Wa, 425-283-5058, TamaraS@coffeefest.com,
www.coffeefest.com.
Sept. 24-26
11th Americas Food & Beverage Show, Miami Beach Convention
Center, Miami Florida, www.americasfoodandbeverage.com,
305.871.7910, jmeisel@worldtrade.org.
Oct. 15-17
National Coffee Association Fall Conference, New Orleans,
Louisiana, www.ncausa.org
Nov. 07-09
Coffee Fest Hong Kong, Asia World-Expo, Hong Kong, 425-283-5058,
TamaraS@coffeefest.com, www.coffeefest.com.
Association updates us on the essential activities of the association.
TOC CoffeeTalk Calendar
4
The View
6
Commodity Speculation –
Gambling with the futures of Farming families
8
Ultimate Barista Challenge –
the Southwest Foodservice Show
10
Dairy by Trish Corby
10
POS – Let your fingers do the tendering
by David Haddock
12
NCA President’s Column by Robert Nelson
14
Nov. 12-15
4th edition of TriestEspresso Expo, Trieste, Italy,
Coffee Fest Hawaii Show Listings
14
www.fiera.trieste.it/espresso, espresso@fiera.trieste.it.
Nov. 18-30
Elan’s Coffee Harvest Tours, Ethiopia, (206) 932-8352,
elan@AdventureAssociates.net.
How to protect oneself using options
by Judith Ganes-Chase
16
Specialty Coffee Roaster Directory
18
Report from the Fields
22
2009
Smart Marketing by Lisa Olson
24
Feb. 20-22
Coffee Fest Chicago, Navy Pier, Chicago, IL. 425-283-5058,
Passion, with Attitude by Jimmy Sneed
28
TamaraS@coffeefest.com, www.coffeefest.com.
by Joan Nielsen
www.CoffeeTalk.com
CoffeeTalk
June 2008
Display Cases & Modular Cafés
Ambient Operator Service
Refrigerated Operator Service
Top operator service easily converts to all Ambient, all Refrigerated or Both any time.
Refrigerated Grab N’ Go
Grab N’ Go Triple Zone
™
Self Service Grab N’ Go Refrigerated display drives unmatched impulse Sales all day and night.
Three Zones for maximum versatility! Learn more at: triplezone.com
www.CoffeeTalk.com
5
The View 6
June 2008
CoffeeTalk
The View
This month we had the privilege of reading what is, in our opinion, the best book about the coffee origin experience that has been written. That is a big statement however, Javatrekker: Dispatches from the World of Fair Trade Coffee by Dean Cycon, owner of Dean’s Beans, really gets it about travels to the coffeelands. Reading Cycon’s book, we are transported to ground level riding in the backseat, or canoe, or on the trail behind him. We have been to some of these very places described in the book and yet, looking through the author’s eyes we see and experience new, exciting, and very human moments. It is not often that I laugh aloud while reading a book – especially on an airplane, but I did with this one, often. That is fundamentally the real charm of Javatrekker. Many books have been written about travel to origin but generally, they are star struck romantic pieces or intense gee-ain’t-it-awful-wegotta-do-something sanctimonious rants. Javatrekker accepts a basic truth. When you travel to coffeelands, you are leaving the safety and comfort of modern life. You pass through cities to The Dean Cycon, with the Asaro Mudmen in the towns to villages to occasional homes Central Highlands of Papua New Guinea to washed out dirt tracks and finally reach coffee. Embracing this journey means that often you will look ridiculous, find yourself in communication and cultural limbo, and realize suddenly that you are very overdressed for the occasion. Many of us in the Coffee Industry deeply admire those intrepid souls who put on their ‘Indiana Jones’ hats and joyfully take off to the deepest jungle in search of great coffee. In our journeys at CoffeeTalk, we sometimes taste that life but in reality, we rarely step away from the concrete security of the modern world. Dean Cycon not only steps off the trail, he races headlong. It is hard to read Javatrekker without a small amount of envy – envy for his adventures and envy for his spirit. What a character! That is what built our extraordinary industry. At the same time, Cycon is doing what we all should, and soon must, be doing – building direct relationships with growers. The once secure path of coffee buying (NYBOT) is overrun with ‘Investor Barbarians’ and the traditional pricing mechanisms are no longer safe. The way to ensure that Specialty Coffee remains sustainable for all is to establish direct buying Mail:
Phone:
methods that work. We do not have to jet off to dark and unknown lands and scenes taken from National Geographic Magazine, we can leave that to the Dean Cycon’s of the world however, the coffee relationships they bring back are the future wealth of our industry. Working with CQI, Cup of Excellence and other rating and selling systems; embracing the now global cellular phone capabilities for the exchange of pricing, purchase orders, training, and (of course) communication; working with certification agencies and associations to create dependable and transparent rating systems that ensure a rational marketplace, and other immediately available technologies and methods we can bridge the gap between roasters and growers. We can create a new paradigm for Children in Jimma, the birthplace of coffee in transaction that assures fair and scalable Ethiopia, miss school while waiting to fill their results for all the partners in the coffee water jugs from a small pipe. This is the world behind your cup. supply chain. What makes Dean Cycon different from the rest of us is that he laughs aloud at himself over and over again. Granted that his mission of bringing fair trade transactions to growers around the world is sobering, that does not mean he, and we, cannot have a lot of fun on the journey. Congratulations to Dean Cycon, and Javatrekker: Dispatches from the World of Fair Trade Coffee for winning the Gold Medal as the Best Travel Book of 2007 from the Independent Publishers Association (the IPPY Award). This should be a must read for anyone who still believes there is a frontier out their where fun will overcome fear and good works will happen.
Cheers!
Kerri & Miles
Soldier and farmer grind coffee together in Sumatra, where a long running civil war had just ended.
the original
tea cookies
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
Editorial Editor-in-Chief
Miles Small, ext 277 206 795 2835 - Direct Line
Miles@CoffeeTalk.com
Laurie Veatch, ext 252
Laurie@CoffeeTalk.com
Administration Accounting, Subscriptions and Administration
Advertising Marketing Partner Tamera Schultz, ext 245 Tamera@CoffeeTalk.com Editorial Coordinator and Libby Smith, ext 251 Libby@CoffeeTalk.com Marketing Partner 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
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.
The Original Tea Cookie, formulated and infused with teas from China, Africa, India and Sri Lanka. Torn Ranch has created this exclusive cookie recipe for a unique product sure to please the most discriminating palate.
masala chai
orange pekoe
peppermint
green tea
with indian spice chill
african rooibos with guava
with black tea with jasmine
hibiscus
with lemon oil
World Tea Expo, Las Vegas Booth #724 54th Summer Fancy Food Show, New York Booth # 4905 415.506.3000 info@tornranch.com
www.CoffeeTalk.com
CoffeeTalk
June 2008
www.CoffeeTalk.com
7
Commodity speculation
8
June 2008
CoffeeTalk
Commodity speculation Gambling with the futures of farming families By Sam Kornell
Something strange is going in the coffee world. Last summer, the price of Arabica on the New York exchange hovered around $1.10 a pound; by this February it was up to $1.67—a near record high. So how bad was the frost? Well, that is the trick: there was no frost. Brazil did not freeze, there were no forest fires in Veracruz, and some mutant bacterial disease did not overrun Columbian coffee. Nor was there any abrupt uptick in demand. So what happened? The answer may actually have less to do with coffee and more with the vast, Byzantine world of commodity speculation—a world increasingly tied to the overall health of the global economy. As members of the coffee industry are well aware, in addition to the credit crunch and the sub-prime mortgage crisis, we are currently in the midst of a record-shattering run up in energy and food prices—an increase of upwards of fifty percent in the last twelve months alone. A growing number of economists, commodities brokers, and even members of Congress are saying that in addition to traditional market forces—such as supply and demand, and, in this case, the devalued dollar—there is something else driving up the cost of commodities like coffee, and it is called commodity speculation. Commodities speculation is a fairly straightforward enterprise. It is about as close as you can get to gambling in the investment world. Commodities markets were originally constructed to spread the risk of price changes among a number of different players. Using futures contracts, for example, a Brazilian coffee grower can sell his crops before they are planted. If there’s a boom in demand and prices spike, he loses out and the speculator—a coffee roaster, an importer—bought the futures contract from him wins. If, on the other hand, there’s a bumper crop and prices plunge, the grower bet right and the speculator wrong. Either way, in theory the grower should have enough money to get him through to next year's crop. However, a consequence of futures contracts is that when something unexpected happens—such as a Brazilian frost—the natural volatility of the market is exacerbated. Speculating on coffee futures is about as old as Brazilian Arabica. In Mark Pendergrast’s Uncommon Grounds, he recounts a grower’s complaint, from over a century ago, that coffee “is the most speculative business in the world.” It was after a bad frost in Brazil in the late 19th century—a frost that caused massive, lasting market turmoil—that members of the coffee world decided they had to have a single, transparent, systematized way of buying and selling coffee futures contracts. Thus, the New York Mercantile Exchange was born. For over 100 years, Arabica coffee has been traded, along with cotton, sugar, and other commodities, on the floor the NYME Building, in lower Manhattan. This exchange has had various names and incarnations; from 1998 until early 2007, it was operated by the New York Board of Trade. NYBOT, as it was known, worked as a hedging mechanism, a price discovery mechanism, and an inventory mechanism for commercial Arabica (as well as a cotton, sugar, and so on). (Robusta is traded in London.) Essentially, the New York exchange made it possible to speculate on coffee prices in a highly transparent way, and it did so just as you’d imagine: Roasters, importers, and others called professional coffee brokers, who worked on the exchange’s floor. The brokers called the coffee producers (or middlemen working for the producers), and quoted the buyer a price for a coffee contract. In short, the people doing the trading—the buyers, the brokers, and the sellers—were all commercially invested in coffee: they were coffee people, and they moved in accordance to the oscillations of supply and demand. “Broker’s were the neck of the bottle,” said Donald Schoenholt. Schoenholt owns New York-based Gillies Coffee, the oldest coffee merchant in the United States, and is one of the founding heads of the Specialty Coffee Association of America. “Brokers were the narrow point through which we saw all transactions moving. It didn’t matter what was below, or how cloudy it was—as it passed through the neck of the bottle you could see it clearly. Now, everything is a muddle. And that’s one of the reasons the price of coffee is getting disconnected from the natural pressures of supply and demand.” According to Schoenholt and many other long-time industry players, speculation on coffee futures has changed dramatically in recent few years. Now, the principle arbiter of coffee prices is no longer producers, roasters, and retailers responding in concert to supply, demand, and the value of the dollar.
Instead, the principle arbiters are big, non-commercial investment banks and global hedge funds with diverse investment portfolios, which see coffee as a nice – but fundamentally disposable – addition to index funds that include many other investments. In short, these days, the price of coffee may have more to do with the price of oil and the fortunes of the credit market than it does with what the season’s coffee crops look like, or how many people are willing to spend a couple of bucks on a nice cup of Arabica. How did this happen? Around the beginning of this century, commodity speculation in U.S. markets changed fundamentally. The change can be traced to a rather obscure piece of legislation that former Republican Senator Phil Gramm, tacked, at the last minute, onto an 11,000 page omnibus Senate appropriations bill that was passed just before Christmas of 2000. Gramm’s legislation was called, with exquisite banality, the Commodities Futures Modernization Act, and what it did was substantially relax, and in many cases eliminate completely, federal regulation of futures trading in American commodity markets. In other words, Gramm essentially managed to turn American commodities markets into a kind of financial Wild West. To ensure that the Commodities Futures Modernization Act would not be subject to meddling by the federal government, Gramm managed to get the newly elected president, George W. Bush, to appoint Walter Lukken Acting Chairman of the Commodities Futures Trading Commission [CFTC]—the federal body charged with regulating commodities. Walter Lukken, as it turned out, had previously served on the U.S. Senate Agriculture Committee as a professional staff member, and was partly responsible for writing the legislation Gramm passed. “The Commodities Futures Modernization Act made it much harder for the CFTC, even if it was so inclined, to control excessive speculation, and/or manipulation in commodities markets,” said Michael Greenberger, a University of Maryland law professor who spent two years in charge of the CFTC’s trading and markets division. Moreover, with Lukken’s appointment, Greenberger said, the Bush administration ensured that the CFTC would not be so inclined. Now that big, non-commercial outfits—investment banks, global hedge funds, and wealthy individuals—were essentially offered unfettered access to the commodities markets, it was only a matter of time before they started throwing their weight around, buying and liquidating massive futures contracts in deals that often depended more on the fortunes of other investments in their portfolios than the actual supply and demand metrics of the commodity in question. Unsurprisingly, this massive speculation by non-commercial players often royally ‘upsets’ veteran commodities brokers, and their clients—buyers and sellers alike. One longtime coffee broker I spoke to, who asked not to be named, said that there was “a lot of resentment at the fact that we’ve essentially lost control of our market.” Two recent developments have exacerbated this strange state of affairs. The first is the fact that with derivatives, equities, and share markets slumping, global hedge funds have increasingly found commodities like coffee to be relatively safe investments. These funds invest heavily in commodities futures contracts and sell off when prices peak. Indeed, so heavy have commodity investments in the U.S. become that a recent assessment by the financial magazine Barron’s found that we may be in the midst of a massive commodity speculation bubble, primed to pop at any moment. In any case, the ultimate result of all of this new investment is a massive infusion of unpredictability and volatility into nearly all of the commodities markets, including coffee. The second development was the purchase, last January, of NYBOT by the Intercontinental Commodities Exchange, a British electronic energy marketplace. The sale of NYBOT to the ICE made it even easier for non-commercial investors to get in—in a big way—on the commodities futures action. For one thing, ICE and other electronic markets are harder to regulate, and they make investment in commodities contracts relatively easy. Because commodities markets—such as coffee—are relatively small, rules were set in place as early as 1936 to limit massive speculation, and the price distortion that seems inevitably to result. However, the ICE has made it easy for non-commercial investors to bypass these rules. The method is simple: Indexfund money goes through dealers that belong to the International Swaps and
www.CoffeeTalk.com
CoffeeTalk
June 2008
Derivatives Association (ISDA); brokers from the ISDA then invest the money into the commodity markets. This little byway allows the index funds to invest as much money into commodity futures as they like, without fear of running afoul of the limits that are normally imposed on speculators. The agriculture commodities market is supposed be the most heavily regulated of any of the commodities markets. Coffee is not considered an agricultural commodity, but it is still supposed to be insulated against these large, non-commercial investments because the market it relatively small and there is relatively little liquidity. However, at the moment, the rules seem to be making little difference. Via ICE, the ISDA, and with the apparent approval, or at least disinterest, of the CFTC, massive index funds are operating with abandon in U.S. commodity markets – including coffee. The result has been run-ups like the one this February, in which Arabica shot up to $1.67. “The system is set up to favor speculators,” said Greenberger. “These markets could not function without speculation, but it has long been recognized that speculation has to be controlled. We are now seeing a total lack of control – the markets are being taking out of the hands of those who have a true commercial interest, and being dominated by investment banks, hedge funds, wealthy individuals who are making a buck out of controlling the price of coffee.” Because of astronomical food and gas prices, the essential absence of federal oversight of U.S. commodities markets has begun attracting attention from politicians and the public. In a Congressional hearing conducted late last month, Senators hauled in representatives from the CFTC to answer questions about what exactly is going on in the world of commodity speculation. Senator Joe Lieberman started the proceedings off by noting that investment in index funds tied to commodities has grown twentyfold to $260 billion in the last five years. "This unbridled growth raises justifiable concerns that speculative demand – divorced from market realities – is driving food and energy price inflation and causing a lot of human suffering," he said. Lieberman’s contention is at least nominally up for debate. Jeffrey Harris, the CFTC’s chief economist, told Congress that he didn’t believe commodities speculation had discernibly impacted high food and energy prices; rather, he said, basic market forces – from increasing demand in emerging markets (China and India, principally), decreased supply because of bad weather and geopolitical events, and the devaluation of the dollar (which has made commodity trading in the U.S. a bargain for foreign investors) – were the culprits. Harris sentiment was of a piece with a broad coalition of investors, who believe that market fundamentals continue to drive commodity prices. The Senators did not buy it. Senator Carl Levin, a Michigan Democrat, scoffed at Harris’s assessment, and Sen. Claire McCaskill warned him "if you don't do something, Congress will." Despite McCaskill’s avowal, however, the likelihood of
9
Congress forcing the CFTC to strengthen regulations significantly may not be high, according to Greenberger. Indeed, Greenberger believes that it may take one of two things to bring about a fundamental change: a new presidential administration with new priorities, or a massive pop in the commodities speculation bubble. “The Bush administration is happy with the way the markets are functioning, even if they won’t say it publicly,” Greenberger said. “The Secretary of the Treasury and the acting Chairman of the CFTC will tell you six weeks from Sunday this is supply and demand. The democratic Congress is slowly but surely getting on top of this, but right now commodities and derivatives – another way of saying commodities – are much more profitable, and have a bigger impact on the economy than stocks or bonds do.” Greenberger continued. “We are essentially seeing what happened to the stock markets in the 1920s happen to the futures market now, and that is: speculation reigns supreme. And of course the end result of that was the Great Depression, and it took that cataclysmic event to convince Congress to regulated stocks and bonds. My hope is that we will educate this Congress to get control of this before we have some kind of systemic break.” With luck, it will not take a second Great Depression for the CFTC to begin exerting control over the commodities markets, including coffee. In the meantime, there seems to be an air of resignation among many longtime coffee traders and brokers. One broker I talked to said he thinks coffee has entered a brave new world—in which non-commercial commodity speculation marries the commodity markets to all the other financial markets, for better or worse – and there’s no turning back. If this is indeed the case, it may be that roasters and retailers who want to divest themselves from the muddle of the differential Arabica market have one option: forge their own direct contracts. Of course, Starbucks and many large and mid-sized regional roasters have been doing this for years, and it is especially prevalent in the specialty world, where the quality standards of the New York exchange often are not up to snuff anyway. If this is the case, Susie Spindler’s Cup of Excellence auction, and Ted Lingle’s Quality Coffee Institute with its “Q” Contract, may play increasingly important roles in the sale of Arabica beans in the U.S. However, for the moment, there seems to be little question that the U.S. Arabica market is not what it used to be. If you have not already, take out a subscription to the Wall Street Journal, and start following the equity, derivatives, and shares markets. It may be unpleasant, but the price of coffee is apparently tied tightly to them, in a way it never was before.
CT
www.CoffeeTalk.com
10
June 2008
CoffeeTalk
Trish Corby
rBST- recombinant bovine somatotropin. This synthetic hormone is sometimes used in the dairy industry to increase the output of milk in dairy cows. No Hormones Added- cows which are not receiving injections of rBST. The certification process of this is highly important, since it is undetectable if merely testing the milk product.
Dairy
BGH- bovine growth hormone. The growth hormone in cattle / cows which regulates growth and milk production. The acronyms below are processing / packaging designations within the dairy industry. They are all regulated by the USDA regarding safety practices and process parameters. HTST- high temperature / short time. This is the most common form of pasteurization today- most milk you purchase has been processed in this manner. It essentially heats milk to approx 165F for about 30 seconds, and then fills in traditional methodssuch as a plastic jug or a fiberboard half gallon carton. Typical shelf life of this milk is 14-18 days. ESL- extended shelf life. Again- this is a criteria set by the USDA which regulates the pasteurization temperature required for specific milk products so as to achieve a longer than normal shelf life. Traditionally, that is anywhere from 60-75 days. This is a refrigerated product – shipped and maintained at 40 F or less. Processors pasteurize this product anywhere from 235 to 290 F, so there can be substantial differences amongst products. This product is packaged in a “gable top” package with a sealed pour spout.
By Trish Corby, President & CEO of the Good Cow Company In the specialty coffee business there seems to be a myriad of terms and acronyms that, if you are not keeping on your toes, you will soon become lost in the jargon. The same applies in the dairy business. To make matters worse, many of the terms in both industries have a tendency to be “misused” or misconstrued by many. Since all of you reading this are most likely experts at “coffee speak”, I thought I might try and give you a brief summary of “dairy / milk speak” to go along with your coffee. In the last few years, there are several terms that have become common vocabulary in the dairy industry and the press. The first set are those associated with farm practices and cows, the latter group are processing or packaging types commonly used in the industry. Organic- based on the U.S. Organic Standard of 2002. These standards are regulated by the USDA and define what farm practices and feed sources are allowed to be used with dairy cattle if the product is to be labeled as organic. Organic regulations prohibit the use of antibiotics and synthetic growth hormone. GMO- genetically modified organism. In the dairy industry this is either referencing the feed source (organic restricts the use of GMO feeds), or the use of synthetic hormone injections. Free farmed- a certification established in 2000 by the American Humane Society that defines the approved practices related to animal welfare, housing, health and maintenance in our food supply- such as chickens and dairy cows.
UHT- ultra high temperature. Criteria set by the USDA that describes a method of pasteurization which heats the milk up to a high temperature to create a longer shelf life for the product. There are various methods to achieve this, but essentially, all these methods kill all bacteria that are found in milk. Methods are: steam injection, plate heating, and tubular heating. Many processors today use UHT processing, yet ship and package in ESL packaging, so it can be confusing. ASEPTIC: This is not merely a process, but also a package differentiation. Aseptic milk products are processed under UHT conditions, and then filled in a sterile environment into a sterile package. The results are that the product can be shipped and stored at room temperature (without refrigeration), normally for a period of 6-12 months. The process itself is more expensive due to the cost of equipment, but also the package itself has a higher associated cost, since it must be sterile and also impervious to oxygen to keep it sterile. The associated benefits are longer shelf life, non-refrigerated storage, and lower transportation costs. Now that you are familiar on the acronyms and terms, you can make an informed decision on what to purchase based on yours and your customer’s preferences.
CT Trish Corby is the President & CEO of the Good Cow Company- a dairy products and processing company that focuses on delivering innovative dairy solutions for food service and institutional customers. Her professional experience has been in operations and general management with various large multinational food manufacturers and coffee retailers.
The Ultimate Barista Challenge® Americas makes its debut at the Southwest Foodservice Expo in Houston! The Ultimate Barista Challenge Americas with coffee competitions in Latte Art, Espresso Frappe, Espresso Cocktail and Best of Brew Challenges debuts at the Southwest Foodservice Expo in Houston, Texas! From June 22 – 24th Challengers & the Ultimate Barista USA NYC will match their coffee artistry against one another in a unique dueling barista format. This no holds barred espresso & brewed coffee competition where taste, talent and speed earn high marks with the UBC Taste & Technical Judges. There can be only 1! UBC founder Sherri Johns of WholeCup Coffee Consulting, LLC will preside over the Ultimate Barista Challenge Americas with commentary and introductions as the SWFE show attendees & audience members enjoy the event and cheer for their favorite challenger! Throughout the 3-day event enjoy tasting and witness the Ultimate Barista USA NYC, Mike Love, prepare his creative tasty coffee creation for audience members using sponsors products and equipment during the UBC Demonstration events! Find out how the professionals do it! Mel Forehand of the Texas Restaurant Association commented, “The Southwest Foodservice Expo is thrilled to have the Ultimate Barista Challenge, Americas as part of our event this year. Not only will the UBC bring great excitement and fun to the show floor, it will bring together our coffee and tea exhibitors, as competitors showcase the unique and creative ways attendees can utilize these products in their restaurants.” We are delighted to showcase UBC at our foodservice show in Houston where 10, 000 attendees per/day come to find the best in food & beverage.” The Ultimate Barista Americas Stage area we will feature an “espresso and coffee happy hour” of mixing and mingling with the Ultimate Baristi and our sponsors. Attendees and baristi can come onto the stage and share ideas and talk shop. This will provide an excellent opportunity to get up close and personal with the latest in coffee trends, equipment and people that make it happen.
This year’s winning UBC Challenger who garners the most medals in challenges will earn an invitation to the national UBC Challenges as the Ultimate Barista Americas. A coffee and barista trip of a lifetime! SPONSORS: The Ultimate Barista Challenge Exclusive Espresso Machine Sponsor is GEEC / General Espresso Equipment Corp., Official Media Sponsor; CoffeeTalk Magazine, Exclusive Coffee Brewers and Grinders by BUNN-O-Matic Corporation, Exclusive Syrup and Flavoring Sponsor; Torani Syrups, Official Blender Sponsor; Vita-Mix® Corporation, Reg Barber Enterprises, Pallo/Joe Glow, theCafeGuide.com, BEST Coffee School and welcoming Diedrich Manufacturing, Inc as official Coffee Roaster Machines Sponsor The UBC is endorsed by the National Coffee Association of America and Presented by WholeCup Coffee Consulting. A portion of UBC proceeds are donated to the International Women’s Coffee Alliance. For more information: The Ultimate Barista Challenge; www.ultimatebaristachallenge.com The National Coffee Association of USA; www.ncausa.org WholeCup Coffee Consulting; Danny or Sherri Johns, sjohnswholecup@aol.com The International Women’s Coffee Alliance; www.womenincoffee.org
www.CoffeeTalk.com
CoffeeTalk
June 2008
11
Vaneli’s Fresh Cup Drip System
Handcrafted Coffees • Barista Tools • Parts • Grinders •Espresso Machines 4125 Del Mar Ave, Suite 2, Rocklin, Ca 95677 ~ 866-482-6354 p ~ 916-315-2533 f ~ sales@vanelis.com Coffee Talk Ad.indd 1
www.CoffeeTalk.com
5/27/2008 1:59:27 PM
12
June 2008
POS
CoffeeTalk
Let your Fingers do the Tendering
The young waitress took our order and upon leaving, casually walked over to an anteroom, and in seconds, had keyed in our table location, menu selections (which carried with it the price per item) and most importantly, for her at least, her user code. As the evening progressed and we added to our orders dessert and undrinkable coffee, she simply keyed in each addition without any fuss and with great accuracy. To be sure, Point of Sale (POS) systems that have been widely distributed throughout the foodservice industry have taken hold in the independent coffee world as well. It is the most progressive technological sector in our industry and the most exciting. Step into any properly financed specialty coffee shop and a shining face standing behind a computer screen asking for your order will greet you. POS systems come in many varieties and can be programmed to provide a myriad of functions. For example:
While the above chart is basic, you kind of get the idea that today’s computerbased systems are leaps and bounds ahead of the typical cash register in terms of capability and ease of use. It is not enough to just ring in an order these days, no, the meticulous owner/operator needs his POS to do more. Because of high staff turnover in the foodservice industry, easy training of new employees is critical. Back in the day, a POS company would send out their rep to conduct training for a day or two. This would have been great if staffs remained intact for a long period and the system was not so cumbersome, even if it had really cool features, it was often too difficult and time-consuming to learn and apply them. Thankfully, things are getting easier. In my quest for what is out there in POS land, I found a common thread of opinion in the ranks of POS companies and it is this: Because people are becoming more computer literate, they are more readily able to learn and apply the systems that look like something familiar. 10 years ago, we were still trying to figure out email or these new cell phone devices. Now, unless you have been on sabbatical in Karakorum, you are aware of how to use these conveniences. Let’s start at the beginning. Eight years ago, the only option for POS solutions in indie coffee shops were systems that were adapted from other industries. Then along came Coffee Shop Manager (CSM). The first system specifically designed for coffee shop applications, they set the standard for smart, easy to use hardware and software. Lee Alexander, VP of Sales and Marketing for CSM said, “Coffee Shop Manager now has over 1500 locations in all 50 states that have purchased our system since 2001. One of the things that we have seen more in the recent past is the ‘evolution of the coffee shop’ into selling more true retail items and a broader array of specialty items. We previously saw the expansion of drink choices being offered by our customers. Now, we are seeing more prepackaged retail teas, bulk tea, tea accessories, and specialty chocolate. On the other end of the spectrum, we are seeing more quick serve prepackaged food items being sold (more ‘grab and go’). This may be a result of specialty coffee’s reach extending beyond the urban centers where shop owners have better access to items like high quality baked goods.” Keeping up with trends as shops and products evolve is a challenge for every manufacturer. In addition, keeping up with applications and client needs and wants is equally as challenging. Forward thinking and customer centered planning helps software developers anticipate what is around the corner. Mike Spence, VP of SelbySoft, Inc. told me that his customers are looking for specific applications and services in the systems he sells. I have to tell you, this is one easy system to learn. The requirements are: • Zero Training Order Interface • Graphical Ordering • Free gift and loyalty programs with no fees • Quickbooks™ Interface • Time Keeping • Customer marketing
• Discount and coupon tracking • Unlimited Customer tracking • Inventory Control • Employee communication and internal email • Virtually unlimited reporting
"Technology is constantly evolving and everyone is becoming more tech-savvy. That said, Radiant Systems believes that a great point of sale solution should be able to accomodate an end-user who is not necessarily computer literate. At the end of the day, it’s all about us being able to help our customers manage their realities. Coffee shop owners want the freedom to run their restaurant and make guests happy -- and they shouldn't spend hours ramping up new employees on their POS systems." John Kirk, VP of North American Distribution; Radiant Systems
By David Haddock
The graphical interface is a feature I dig as a consultant. The client can insert photos of their offerings, which appear on the main screen. This eliminates language barriers and improves employees’ accuracy. It also helps curb employee theft and adding new or seasonal items is a breeze. It also comes with a cool name, The SP-1. Sounds like a spy satellite. The very first cash register was called the “Riddies incorruptible cashier” according to Ryan Volberg, CEO of Vivonet, a web based POS system manufacturer. Their Halo™ system is not a really cool video game although the concept is cutting edge. Being web-based means the only hardware a customer needs to have is the screen itself and a cash drawer. It also offers scalability for multiple store businesses by handling all functions except input from an offsite, secure server. Ryan told me that Vivonet “gives their customers the best of the big retail chains for the price of a cash register.” Now you all know I am all about the quality of the product be it coffee, tea or any number or combinations of foods & beverages contained within the walls of a specialty shop. So on the surface you may think I would frown on a promotional gimmick or sales stunt. Well as many have underestimated me before I never take for granted good marketing. Today’s POS technology offers up some cool ways to make buying coffee easy, fun, and rewarding. Take for example MICROS Systems, Inc. “The coffee business has become extremely competitive, making customer loyalty an imperative part of everyday business,” stated Louise Casamento, Vice President of Marketing for MICROS Systems, Inc. “Beyond providing the industry with solid point-of-sale solutions, MICROS offers its customers a tightly integrated product called MICROS iCare, which provides an easy way to setup and manage gift cards and point-based loyalty programs with enterprise level reporting for management and account access via the internet for customers. In addition, MICROS offers mymicros.net, a real-time business intelligence tool which provides management actionable, real-time metrics to control its unit operations and further drive customer loyalty.” Rewarding customers first with great quality and great service and then providing more convenience and accessibility is just smart business and I encourage all my clients to incorporate it into their overall marketing strategy. POS systems are not as complicated as they once were. Training new employees now takes around twenty minutes vs. two days and most importantly, they are not as expensive. Before you spend much money on your new coffeeshop, plan what you want your system to do and then check out these reputable manufacturers. DO NOT be tempted with a $200 cash register from the mega mart. POS Directory And if you’re one of Name Web Page Phone Adusa, Inc. www.adusainc.com 630.663.8800 those 74% of retailers Applied POS Inc. www.appliedsbc.com 425.284.2470 languishing behind a APS Innovations, Inc www.apspos.net 800.594.4146 grubby cash register, ASI/Restaurant Manager/Write-On Handheld www.actionsystems.com 800.356.6037 c’mon check these Cash Register Center cashregistercenter.com 303.466.8076 babies out; you’ll be Coffee Shop Manager www.coffeeshopmanager.com 866.447.0033 glad you did. CT Custom Retail Solutions www.mytruecard.com 888.474.4785 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. For more information, please contact him at info@coffeehows.com and visit the website www.coffeehows.com
www.CoffeeTalk.com
Edge Studios Information Systems & Supply InfoSpec Systems Maitre'D by POSERA Micros Systems Inc NCR Corporation Panasonic Information Systems PC America PlastiCard Plus Preferred Market Solutions, LLC. Radiant Systems, Inc. - featuring the Aloha product suite Selbysoft, Inc. Silverware POS Streamline Solutions Sunrise Technology Group, Incorporated
www.edgestudios.com Iss4pos.com www.profitek.com www.maitredpos.com www.micros.com www.ncr.com www.panasonic.com www.pcamerica.com www.plasticardplus.com www.preferredpatron.com
800.390.7857 360.693.2325 604.248.2348 514.499.1312 866.287.4736 866.431.7879 800.532.1772 800.722.6374 615.822.7774 800.531.1108
www.radiantsystems.com www.selbysoft.com www.silverwarepos.com www.trimpos.net www.sunrisepos.com
770.576.6000 800.454.4434 888.510.5102 800.254.3159 714.444.2833
CoffeeTalk
June 2008
Frame of mind. Let us frame up our POS solution for you - easiest-to-use and most reliable in the industry. From our award-winning Aloha point of sale and MenuLink back office applications to our hardware and loyalty programs, we help restaurants increase sales and profits. Change your frame of mind. Call 877-794-RADS for a demo or visit www.radiantsystems.com. Visit us at NRA booth #5865
Adelaide • Atlanta • Dallas • Denver • London • Los Angeles • Melbourne • Memphis • Prague • Singapore
ED CA
O
ON
FROM THE START
•
UC
RB
• FO
It’s a milk revolution. Join the mooovement!
RED
© 2008 Radiant Systems, Inc. All rights reserved. Radiant Systems and design is a registered trademark of Radiant Systems, Inc. All other trademarks are the property of their respective owners.
TPRINT
Good cow. Great milk. • Great Taste
• Directly Sourced
• Less Waste
• Less Storage Space
• Cold Filtered
• No Hormones Added
208.884.4299
www.CoffeeTalk.com
•
goodcow.com
13
14
June 2008
CoffeeTalk
NCA President’s Column By Robert Nelson
Whatever divergent paths brought us together as part of the mosaic of the coffee business, whether it’s a roaster seeking to enhance the consumer’s experience, or a grower looking to develop a better quality bean, what we all have in common is a desire, a need and an ideal; to make a better life for our families and to ensure the future success of the coffee industry. If we are going to triumph over the challenges we face today and those that are bound to be on the horizon, as an industry we must recognize what we have in common and work together to achieve our goals. When we look at coffee and how it impacts our environment, sustaining families and bridging international borders, there is a deep connection and a rich history that touches all segments of the industry from the farmer to the retailer. With this connection comes a responsibility to harness the collectively power and intellect of our industry into one united force built on trust. Creating trust with growers and suppliers has always been a top priority for the NCA. In 2008 we have an unprecedented opportunity to cultivate that spirit of cooperation with our farmers to continue to build trust among them, to ensure sustainability by forging relationships that are based not simply upon what we need today, but what we as an industry we’ll need in the years and decades from now. It takes the power of people working together to achieve this, not just when a crisis crops up but as a regular part of doing business, each of us contributing to the long-term success of the entire supply chain. But first and foremost it is critical that we have one strong, united industry here at home; leaders of the industry joining together identifying and executing realistic and viable approaches, competing together as a unified industry in the fight for discretionary dollars, promoting consumption and ensuring a business environment that is conductive to growth. We must focus on the execution of ideas and concepts that can be implemented and can garner industry wide support that benefit all in the coffee community.
Please visit these CoffeeTalk advertisers at Coffee Fest Hawaii Astoria-General Espresso Equipment Corp.
you with a hand screened logo at a low cost, never a
336.393.0224
set-up fee. Our products are made in India, where our fair-trade factory
www.astoria.com
keeps people safely employed. Come and see what
Astoria General Espresso is a
reusable/biodegradable packaging can do for all of us!
subsidiary of CMA of Italy, which is one
See our ad on page 25 / Table Top 8
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 30 / Booth 1704
DaVinci Gourmet/Oregon Chai/Jet
888.676.3832 www.davincigourmet.com Da Vinci Gourmet® provides products specially formulated for the specialty coffee
If farmers cannot sustain crops or feed their families, we lose. If tariffs are present, impeding consumption growth we lose, if government regulation unnecessarily adds costs and cuts into profits we lose, and if consumers stop drinking coffee because of perceived negative health impact, we lose again. An example of government regulation adding unnecessary costs is Sen. Dingell’s (D-MI) discussion draft bill, entitled the Food and Drug Administration (FDA) Globalization Act of 2008. The user fee requirement, as it is presently constituted, would add burdensome costs throughout the supply chain whether it is domestic facilities here in the US or mills throughout the world. The NCA is lobbying hard to in opposition to the user fee requirement because ultimately this affects us all, and therefore it is vital that we partner together to fight it. The NCA’s success has not come overnight or by accident, but it is measurable by one factor – the pledge by members of this industry to not just play a casual role in our efforts, but an active and vital role. All of our members have stepped up to the plate – whether they are small, medium, or large – in a leadership role that has been critical to our advancement as a product. And each of our members represents the fervent growth and keen innovations that will define and surely exceed our own expectations. The coffee business, or any business, does not have to be about winners and losers. Trust and growth and prosperity comes when all of us are making money, when each of us from Mexico to Milan are trading fairly and cooperatively; when consumers buy and farmers grow. Using our resources to give back, to educate, to connect, to build trust – these are all actions that not only impact our world, they impact our bottom line. And we all have an opportunity to be a global leader in unifying and strengthening our industry; crafting models where all levels and segment of the supply chain work together in a free exchange of ideas, security and progress. CT
Design & Layout Services
machines, brewing equipment, grinders, parts and service since 1986.
800.471.8448
We carry a full line of hard to find espresso accessories at the best
www.designlayout.com
possible pricing. Our goal is to save you time, money and enable you
Since 1996, Design & Layout Services has worked with over 600 clients
to make the best possible specialty beverages for your customer. Please
interested in opening a café or starting a coffee shop. Services include
let us know if we can help you in anyway. Great Products and Service
floor plan design, health department coordination, construction docu-
is Our Business!
ments, cabinetry and equipment sales. Services available nationwide.
See our ad on page 29 / Booth 1707
See our ad on page 30 / Booth 1504
Vita-Mix Corporation
The Good Cow Company
800.437.4654
208.884.4299
www.vitamix.com/foodservice
www.goodcow.com
Since 1921, the Vita-Mix®
Good Cow produces fresh and aseptic concentrated milks and beverages
Corporation has been a leader
for the coffee industry. Our milks have no added hormones, have the
in blender technology. As a recognized leader and the blending expert
highest quality standards, are direct farm sourced, space efficient, and
in the foodservice industry, operators have come to rely on the Vita-Mix
cost effective. Our milks achieve a 30 day fresh and 180 day aseptic
brand name for the very best in blending equipment. Our innovative
shelf life.
commercial drink, ice-portioning, and food blenders are used in major
We have our own proprietary dispensing technology which includes
restaurant chains, smoothie shops, nightclubs, coffee shops, hospitals,
programmable portion control for improved management of milk usage.
culinary art schools and institutions. Reliable, powerful Vita-Mix blenders
See our ad on page 13 / Booth 1106
will improve your speed of service to reduce customer wait-time, handle
Baskets-n-Bags
industry. We are a proud supporter of Coffee Kids and the USBC.
800.274.0475
JET® provides premium quality smoothie & frappe mixes for all your
www.baskets-n-bags.com
blended beverage needs. Jet Fruit & Tea Smoothies are easy to prepare,
NM
just pour over ice & blend. Jet Beverage Bases are your answer to
Our company, Baskets-n-Bags is one that strives to pro-
offering a healthier, high quality frappe using your espresso!
vide high quality jute/burlap packaging. Our products range from large
Oregon Chai, the #1 Chai in the US, offers a full line of chai con-
jute/burlap bags to display bags for packaging coffee to our line of
centrates. Only Oregon Chai is available in innovative flavors including
Visions Espresso Services
Coffee Bean jewelry Coffee Couture; this line also includes
Original, Extra Spicy, Energy and Yerba Mate.
206.623.6709
personalized coffee bean coasters. We can create packaging especially for
See our ad on page 32 / Booth 1004
www.visionsespresso.com/ Visions Espresso Service has been in Seattle providing quality espresso www.CoffeeTalk.com
dense ingredients quickly and easily, and provide a consistently smooth drink that enhances your customers’ experience. See our ad on page 30 / Booth 1003
CoffeeTalk
June 2008
15
coffee made simple.
beverage on the move™ Passport #7308
beverage on the move™ Coffee Bean #7312
beverage on the move™ 100% Coffee #7311
1325 south cicero avenue_cicero illinois_60804-1404_800.545.6200_708.652.5600_fax 708.780.6975_www.lbpmfg.com_sales@lbpmfg.com
The Rocket Man backpack beverage dispensers can be used for a variety of products. Call 800-921-0199. Visit www.rocketman.com.
www.CoffeeTalk.com
16
June 2008
CoffeeTalk
Judy Ganes
price action, yet at the same time take advantage of the seasonal break in prices to purchase coffee without spending
How to Protect Oneself Using Options
too
much
money
for
this price insurance? My recommended
strategy
would be to employ a strategy called a back spread,
which
utilizes
options on futures traded on the ICE.
The purchase of an
Option Review: Option-standardized contract for the right to buy or sell a futures contract under certain preset conditions. Call Option - the right, but not the obligation to buy a specified amount of cotton for a certain period of time at a specified price. Put Option - the right, but not the obligation to sell a specified amount of cotton for a certain period of time at a specified price. Each option transaction involves two parties: a buyer (holder) and a seller (writer or grantor). Premium - cost of option– (example: September $1.40 = 8.00 cts/lb.
outright call, especially at
Term - duration of the contract – e.g. - September.
this time of year given the
Strike Price - the value at which the buyer of the call or put has the right to exercise the coffee contract– (example: $1.40
weather premium that is built into the price, can be very costly. While it By Judith Ganes-Chase, President, J Ganes Consulting, LLC
protects against unlimited
www.jganesconsulting.com
upside
potential,
the
Exercise - the process by which the owner of the option executes the contract-- put owner sells or call owner buys the underlying coffee contract.
expense of the calls can
• Buyers of options can only lose premium paid or cost of the option. • Option writers, in exchange for premium paid, assume the risk of being assigned a position opposite that of the holder in the underlying futures market at any time during the life of the option. • When a call is exercised, the option holder assumes a long futures position and the option writer is assigned a short futures position at the options strike price. • Because option writers may have to enter the futures market at any given time, they assume a potentially unlimited risk and therefore are required to maintain a margin account. • Option writers may only offset their position by buying back their options in the market.
This is the time of year when there is the most uncertainty about the future direction
be prohibitive and locks
of coffee prices. The Brazilian winter is rapidly approaching and if a frost occurs in
you in at much higher
the coffee belt, it could be devastating for the 2009-10 harvest, which would only start
price than you may be
to flower later this year. Prices would surely rise to unprecedented levels given the
comfortable paying and
low level of stocks that currently exist in Brazil. Although the 2008-09 harvest, which
therefore many roasters
is getting underway, is expected to be perhaps the second largest crop ever, it will
do without this insurance
barely be sufficient to cover demand for this year and provide a cushion for the next
and take the gamble that
season when production should be cyclically lower, even without the outlook being
the weather will not be
comprised by weather. However, frosts rarely happen. There was a minor frost in
an issue. In most years,
2000, but the last major frost was in 1994, fourteen years ago. In the past 125 years
this works, but for the
there have been only 31 incidents of frost, with only a few considered devastating.
one year when there is a
The coffee belt has migrated further north out of harm’s way, also greatly reducing
problem, the impact on
the risk of damage, even if there was a cold snap. The earliest recorded frost was
your bottom line could
May 31 back in 1979 and frosts have occurred as late as September, but the largest
be catastrophic. With a
clustering has been in June and July.
backspread, the cost of
While the market is sensitive to the weather at this time of year, most of the
the calls is offset by selling a much lower strike price call that would be deep in the
time, prices come under seasonal pressure falling under the weight of the advancing
money. The money received for this call would cover the cost of the purchased calls,
Brazilian harvest. Prices typically bottom out by August. Given these uncertain price
sometimes even for a small credit. This strategy works best when you are attempting
parameters, how do roasters protect themselves from the risk of potentially explosive
to reap large rewards from an extreme upside move, yet at the same time if the market collapses; the short call pays for all of the long calls. Normally, the option would be done in a ratio with the purchase of three calls against the sale of one call. Never, do the opposite, where you sell more calls than you purchased as this leaves you exposed to excessive market risk, something you should avoid. CT
chart 1
www.CoffeeTalk.com
chart 2
Judy Ganes' latest comprehensive report– "The Global Soluble Coffee Market" is available for purchase. Visit www.JGanesConsulting.com for more information
June 2008
CoffeeTalk
www.CoffeeTalk.com
17
18
June 2008
CoffeeTalk
Specialty Coffee Roasters
AK AK AK AK AL AL AL AL AR AR AR AR AZ AZ AZ AZ AZ AZ AZ AZ AZ AZ AZ AZ BC CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA
This is a listing of current SCAA Wholesale Roaster members. If you would like to add or edit your listing, please use our online form at www.CoffeeTalk.com.
Juneau Ketchikan Little Rock North Pole Birmingham Birmingham Birmingham Leeds Fort Smith Fort Smith Jacksonville Little Rock Phoenix Phoenix Phoenix Scottsdale Scottsdale Scottsdale Tempe Tempe Tempe Tucson Tucson Tucson Richmond Alhambra Aptos Atascadero Baldwin Park Bell Gardens Berkeley Berkeley Canoga Park Canoga Park Carlsbad Carmel Carmel Ceres Ceres Coronado, Culver City Davis
Heritage Coffee Co. The Green Coffee Bean Company River City Coffee & Tea North Pole Coffee Roasting Company Prime-Time Roasters Royal Cup Coffee Roasters Red Mountain Coffee Roasters Higher Grounds Roasters Inc. Silver Joe’s Coffee Company Fresh BeanZ Coffee Biffs Coffee Roasting Co. The Ultimate Coffee Coffee Reserve, Inc. Espressions Coffee Roastery Lindsey Coffee Co. Village Coffee Roastery Volcanic Red Coffees Mokarabia, USA Lost Dutchman Coffee Roasters Cortez Coffee Roasters Momentto Coffee Roasting Company Arbuckle Coffee Desert Rain Coffee Roaster X Canterbury Coffee Corp. La Mill Coffee Specialists Surf City Coffee Company Joebella Coffee Tropical Premium Coffee Lingle Bros. Coffee, Inc. Pacific Bay Coffee Co. & Micro-Roastery Kavanaugh Coffee Roasting Company Rocky Roaster Froid Coffee Company Hawaii Coffee Company/ca Carmel Coffee Joy Brazil Coffee, Inc Chatz Roasting Company Zoe’s Coffee Roasting Company, Inc. Blue Bridge Coffee City Bean Java Detour
800.478.5282 907.247.5621 800.661.1496 907.488.7190 205.444.1446 800.366.5836 205.945.8970 800.794.8575 866.558.6333 479.452.2404 800.438.2433 267.620.3218 888.755.6789 480.946.9840 800.345.1984 480 905 0881 480.922.3674 480.998.8807 623.217.1304 800.992.6782 480.948.8501 800.533.8278 520.297.0246 520.791.0400 604.270.2326 606.202.0100 831.430.9112 805.461.4822 866.813.1006 800.352.2500 510.845.2324 510.843.3040 818.347.1378 818.313.8661 800.338.8353 831.624.5934 831.625.1426 800.792.6333 209.541.3877 619.435.5300 323.965.5000 530.756.8020
CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA
El Cajon El Cajon El Cajon Emeryville Emeryville Emeryville Eureka Fort Bragg Fremont Gardena Hayward Irvine Irvine Irvine Irvine Junction City Laguna Niguel Lake Forest Long Beach Los Angeles Los Angeles Los Angeles Los Angeles Manteca Menlo Park Mentone Murrieta Murrieta Newport Beach North Hollywood Novato Oakland Oakland Oakland Oakland Ontario Orangeville Pasadena Pasadena Pasadena Redwood City Sacramento
Renegade Roaster Design Group GROW a LOT Daymar Select Fine Coffees Peaberry’s Coffee & Tea Co. Inc. Peet’s Coffee & Tea McLaughlin Coffee Company Humboldt Bay Coffee Co Zona Alta Coffee Sujus Coffee & Tea Family Food Company, Inc. Roast de Gourmet, LLC Specialty Coffee, LLC Danesi Caffe USA Inc. Halo Brand Diedrich Coffee Inc.-CA Strawhouse Organic Coffee Roaster South Coast Coffee Black Mountain Gold Coffee It’s A Grind Coffee Franchise, LLC Groundwork Coffee Co. Mocha Kiss Coffee Start-up Bradford Coffee Jesus Mountain Coffee Josuma Coffee Company Inland Empire Coffee Company Java Kai Cafe Bravo Coffee Roasting Co. Kean Coffee The Supreme Bean Coffee Roasters Masterpiece Coffee Bartlett Coffee Company Mr. Espresso Peerless Coffee & Tea Company Scarlet City Roasters Coffee Brothers, Inc. Badda Bean Coffee Roasters of Pasadena Jones Coffee Roasters Jones Coffee Roasters CoffeeTec Roastery Development Java City
www.CoffeeTalk.com
619.590.3600 619.997.5006 619.444.1155 510.420.0473 510.594.2100 510.428.2951 800.787.5282 707.964.8200 510.742.8880 310.715.2698 510.783.1010 800.900.5282 646.742.9798 949.551.2588 949.260.1600 530.623.1990 949.443.5113 800.487.8445 562.594.5600 323.930.3910 323.512.9800 704.564.9679 323.268.2333 209.823.3121 650.366.5453 909.794.2255 866.528.2524 951.691.5420 949.642.5326 818.506.6020 415.884.2990 510.697.1234 510.287.5200 510.763.1763 510.708.1402 909.930.6252 916.410.0314 626.564.9291 626.564.9488 800.729.8114 650.556.1333 877.528.2289
CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO
Sacramento San Diego San Dimas San Francisco San Francisco San Francisco SAN JOSE San Leandro San Rafael Santa Barbara Santa Clara Santa Cruz Santa Fe Springs Santa Paula Santa Paula Santa Rosa Santa Rosa Sebastopol Sonora South Lake Tahoe S. San Francisco Suisun Truckee Vernon Vista Berthoud Boulder Breckenridge Colorado Springs Colorado Springs denver Denver Denver Denver Denver Denver Denver Denver Durango Englewood Fort Collins Grand Junction
Beantrees Organic Coffee Co. Inc. Plantation Station Coffee Roasters Coffee Klatch Roasting Jeremiah’s Pick Coffee House Of Coffee Capricorn Coffees, Inc. Willow Tree Coffees Roger’s Family Company Equator Estate Coffees & Teas, Inc. Hair Raiser Coffee Barefoot Coffee Roasters Pacific Espresso Apffels Coffee Co. Clean Foods, Inc. Limoneira Coffee & Tea Co. Ecco Caffe Loring Smart Roaster Taylor Maid Farms LLC Sonora Gold Coffee Roasters Alpen Sierra Coffee Roasting Company Mountanos Brothers Coffee Company Bay Area Coffee, Inc. Truckee Coffee Roasters F. Gaviña & Sons, Inc. Adore Espresso Devils Backbone Coffee Roasters Brewing Market Coffee Breckenridge Coffee Roasters High Rise Coffee Roasters Buy Well International ink! Coffee Gourmet Reserve LLC Boyer Coffee Company, Inc. Dazbog Coffee Company Cafe Novo Coffee Roasters, LLC Cafe Cartago The Scottish Roaster, LLC Kaladi Coffee Durango Coffee Company Mountain State Golden Roast, LLC Cafe Richesse Colorado Legacy Coffee
916.444.1164 858.676.8306 877.455.2824 877.537.3642 415.681.9363 415.621.8500 408.472.7086 800.829.1300 800.809.7687 866.972.4737 408.248.4500 831.429.1920 800.443.2252 805.933.3027 866.321.8953 707.525.9309 707.526.7215 707.824.9110 209.589.9368 530.541.1053 800.624.7031 707.864.6264 530.587.2583 800.428.4627 800.570.9010 866.776.5288 303.447.9523 970.453.5353 719.633.1833 877.294.6246 303.296.8216 720.849.3213 800.452.5282 303.892.9999 303.295.7678 303.297.1212 303.922.3104 720.570.2166 800.748.2275 303.868.4454 970.484.1979 866.344.6558
June 2008
CoffeeTalk
CO CO CO CO CT CT CT CT CT CT DE FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL GA GA GA GA GA GA GA GA GA GA GA GA GA GA GA GA GA GA HI HI HI HI HI HI HI HI HI HI HI HI HI HI HI HI HI HI IA IA IA ID ID ID IL IL IL IL
Minturn Pueblo Steamboat Springs Thornton Branford goshen Hartford Lyme Newington Old Saybrook Delaware City Boca Raton Cape Coral Clearwater Clearwater Cocoa Beach Coral Gables Deerfield Beach Fernandina Beach Fort Lauderdale Gainesville Hollywood Jacksonville Key West Key West Melbourne Miami Miami Miami Miami Port Charlotte Santa Rosa Beach Sarasota Sarasota South Miami St Augustine st petersburg Tampa Tampa Tampa Tampa Americus Atlanta Atlanta Atlanta Atlanta Atlanta Atlanta, Decatur Duluth Gainsville Griffin Marietta Marietta Roswell Smyrna Smyrna Tyrone Woodstock Capt. Cook Captain Cook Captain Cook Captain Cook Hanapepe Holualoa Holualoa Honolulu Kahului, Maui Kailua-Kona Kailua-Kona Kailua-Kona Kalaheo Kauai Kealakekua Kealakekua, Kona Kualapuu Puunene Cedar Rapids Des Moines Urbandale Boise Coeur d’ Alene Sand Point Bourbonnais Champaign Chicago Chicago
Vail Mountain Coffee & Tea Solar Roast Steamboat Coffee Roasters Allegro Coffee Willoughby’s Coffee & Tea coffee-tea-etc,llc Baronet Coffee Inc. Ashlawn Farm Coffee Omar Coffee Co., Inc. Barrie House Coffee & Tea Co. Delaware City Coffee Company 30 West Gourmet Coffee Java D’Oro Gourmet Coffee Roasters Cinnamon Bay Coffee Roastery Melitta Usa, Inc. Wahoo Coffee Co Cafe Bom Dia Boca Java Latitudes Coffee Roasters & Tea Merchants Javalution Coffee Company, Inc. Sweetwater Organic Coffee Company San Giorgio Coffee Martin Coffee Co. Island Joe’s Coffee Baby’s Place Coffee Bar, Inc. Carmo Specialty Coffee Cafe Don Pablo Bebidas y Alimentos S.A. (BASA) Colonial Coffee Roasters, Inc. Cafiver, S.A. De C.V. Mrs. McDougalls Roasting House LLC Amavida Coffee and Trading Company Latitude 23.5 Coffee & Tea One World Coffee and Tea Abecafe Plantations LLC Mystic Bean Coffee Company Kahwa Coffee Roasting Valrico BROS. Coffee Co. Javamo Coffees Inc. Bay Coffee & Tea Company Joffrey’s Coffee Cafe Campesino, Inc. Partners Coffee Company Atlanta Coffee Roasters JavaJoe Java Co. Beanealogy The Buckhead Coffee Company Martinez Fine Coffees Atlanta Coffee & Tea Company Coffee Coffee Coffee!!!, Inc. St. Ives Coffee Roasters, Inc. Safehouse Coffee and Tea Rona Inc Queensport Coffee Viazza Coffee Lakehouse Coffee Atlanta Coffee Supply Group Jungljava Coffee Co. Zambia Coffee Growers Association Captain Cook Coffee Co Fike Farms Koa Coffee Plantation Hoku Lani, Inc. Lappert’s Hawaii Sugai Kona Coffee Buddha’s Cup Hawaii Coffee Company Maui Coffee Roasters Kona Brothers Coffee Roasting Inc. Hula Bean Coffee Inc. Mountain Thunder Coffee/Plantation Int’l Inc. Kauai Roastery Kauai Coffee Co. Greenwell Farms Inc. Kona Joe Coffee LLC Coffees of Hawaii Maui Oma Coffee Roasting Co., Inc. L & L Coffee Company US Roasterie Friedrichs Coffee Treasure Valley Coffee, Inc. Cafe Avion Monarch Coffee Inc. Moon Monkey Coffee Company Columbia Street Roastery Intelligentsia Coffee Roasters & Tea Blenders The Coffee and Tea Exchange
970.827.4008 719.544.2008 970.879.4276 303.444.4844 800.388.8400 860.491.9920 860.527.7253 860.434.3636 860.667.8889 860.388.3605 302.832.3303 561.367.0405 800.381.1752 727.466.9200 888.635.4882 321.799.2464 888.470.8010 888.262.2528 904.277.8081 800.260.6114 352.372.8342 888.253.6881 904.355.9661 305.294.1190 305.744.9866 321.298.0805 305.249.5628 504.551.6909 305.634.1843 866.511.1051 941.276.0381 850.376.1650 877.260.9212 941.400.2160 786.385.5945 904.669.7610 727.388.1340 866.792.3267 877.282.7066 813.841.3149 813.250.0404 229.924.2468 404.344.5282 404.636.1038 678.315.5717 678.296.1770 866.407.3090 800.642.5282 770.981.6774 678.473.1400 770.287.3200 770.228.6611 770.421.9600 800.747.1984 770.664.5176 404.799.7774 404.799.7774 678.463.7836 800.803.7774 808.322.3501 808.328.2265 808.328.8803 808.328.9910 808.335.6121 808.322.7717 808.322.6712 808.847.3600 808.877.2877 808.331.0800 808.329.6152 808.325.2136 808.346.7244 808.335.3440 808.323.2862 808.322.2100 808.567.9490 808.871.8664 319.361.4787 515.243.8805 888.612.5050 208.377.8488 877.432.7890 208.265.9382 815.304.1922 217.352.9713 312.563.0023 866.266.1936
IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IN IN IN IN IN IN IN IN IN KS KS KS KS KS KY KY KY LA LA LA LA LA LA LA LA 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 MI MN MN MN
Chicago Chicago Deer Park Downers Grove Edwardsville Evanston Geneva Gurnee Hanover Huntley Lake Forest Loves Park North Chicago Palos Hills Plainfield Schiller Park Spring Grove Woodridge Avon Fort Wayne Greencastle, Indianapolis Indianapolis Indianapolis Indianapolis Muncie noblesville Lawence New Century Topeka Wichita Wichita Louisville Louisville Winchester Baton Rouge Baton Rouge Covington Kenner Metairie Natchitoches New Orleans Shreveport 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 Bay City Brooklyn Farmington Hills Flushing Goodrich Grand Rapids Grand Rapids Jackson Kalamazoo Lake Leelanau Lansing Nunica Okemos Plymouth Troy Walled Lake Waterford Anoka Buffalo Buffalo
Specialty Coffee Retailer Metropolis Coffee Company HealthWISE Gourmet Coffees LLC Sara Lee Foodservice Goshen Coffee Company Casteel Coffee Cafe Navilu Hearthware Home Products Inc. Coffeemaria Chicago Coffee Roastery, Inc. PACTIV Corp JavaMania Coffee Roastery Inc. Coffee Fresh, Inc. South Chicago Coffee Kingdom Coffees, Inc. Fratelli Coffee Co. Coffee Masters, Inc. Sun Rich International Bear Creek Coffee Three Rivers Coffee Co. Jameson Coffee Hubbard and Cravens Coffee Company Julian Coffee Roasters Stanton Coffee Harvest Cafe Coffee Roasters Alliance World Coffees Noble Coffee & Tea Z’s Divine Espresso, Inc. Danisco USA, Inc. Cuppa Jane Coffee and Tea Corsair Coffee Roasters Riffel’s Coffee Co. john conti Coffee Co. Heine Brothers Coffee Southern Heritage Coffee Co. Community Coffee Company, L.L.C. River Road Coffee, Ltd. New Orleans Coffee Works Coffee Roasters of New Orleans C.E. Colomb Co., LLC Cane River Roasters French Market Coffee TheArtofCoffee.org 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 Caffé 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 Harvest Coffeehouse & Beanery 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
www.CoffeeTalk.com
832.444.7675 773.764.0400 800.984.0000 800.682.7272 618.659.0571 847.424.9999 866.339.1004 888.689.2831 630.768.2043 847.669.1156 847.482.2700 888.280.5282 847.578.0772 708 228.0873 815.609.6982 847.671.7300 800.334.6485 630.972.0306 317.272.1446 260.469.2233 800.694.9559 317.251.3198 317.247.4208 866.280.1230 317.585.9162 765.282.1004 317.773.0339 785.842.7651 913.764.8100 800.227.3662 316.941.9995 316.269.4222 502.499.8600 502.456.5108 727.573.0101 225.368.4544 225.751.2633 866.766.6629 800.344.7922 504.304.1224 318.354.7747 800.554.7234 318.347.3205 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 989.893.0872 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
MN MN MN MN MN MN MN MN MO 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 NJ NM NM NM NM NV NV NV NV NV NY NY NY
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 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 Toms River Albuquerque Albuquerque Albuquerque Santa Fe Las Vegas Las Vegas Las Vegas Reno Reno Binghamton Bowmansville Brooklyn
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 Mississippi Mud 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 Wien & Bald Coffee Farms 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 Café La Semeuse
19 218.724.6849 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 314.369.0432 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 848.333.9241 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
Continued on page 20
20
June 2008
CoffeeTalk
Specialty Specialty Coffee Coffee Roasters Roasters
Continued from page 19
NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY OH OH OH OH OH OH OH OH OH OH OH OH OH OH OH OH OK OK ON OR OR OR OR OR OR OR OR OR OR OR OR OR OR OR OR OR OR OR PA PA PA PA
The Harbour Coffee Co. College Coffee Roasters Bucks County Coffee Company, LLC Cafe Latte Blue Water Coffee La Colombe Torrefaction The Reading Coffee Roasters Ellis Coffee Company Arbuckle Coffee Co. Inc. Morning Star Coffee Quaker Coffee Co. Hacienda San Pedro Cafe Porto Rico Torrefazione Roma Inc. Coffee Exchange New Harvest Coffee Roasters Iron Brew Coffee Co. Charleston Coffee Roasters Turtle Creek Coffee Upstate Coffee Roasters Orangeburg Coffee Roasters Leopard Forest Coffee Co. Inc. Dry Creek Coffee Bully Blends Coffee & Tea Shop Dark Canyon Coffee Co. Greyfriar’s Coffee, Rarecoffee.com Stone Cup Roasting Bluff View Art District, Inc. Goodson Bros Coffee Company, Inc. Vienna Coffee Company, LLC Bongo Java Roasting Co. Gridge’s Coffee & Roasting Co. Addison Coffee Roasters Mawker Coffee Kohana Coffee Caffe Sanora Texas Coffee Co. Independence Coffee Co. Aah! Coffee Waterfall Gourmet Beverages Globex America El Paso Coffee Roasters, LLC Java Nights Rodak’s Custom Roasted Coffee Mother Parker’s Tea & Coffee Inc. Cadeco Industries Inc Voyava Republic Lola Savannah GP R. Dalton Coffee Co. Jumel Leasing Java Jack’s Coffee House Brand Fair Farms Coffee Roasters and Tea Company DeCoty Coffee Co. Aspen Beverage Group Cuvee Coffee Roasting Company Distant Lands Coffee Roaster Coffee City USA Caffe Ibis Coffee Roasting Co Shenandoah Joe Coffee Roasters Lexington Coffee Roasting Co. Kiariz Coffee Kiariz Coffee Source First Colony Coffee & Tea Orange Roaster Massimo Zanetti Beverage USA, Inc
Brooklyn Brooklyn Corning Ithaca Kingston Long Island City Long Island City 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 Akron Akron Berea Brecksville Cincinnati Cleveland Columbus Columbus Lancaster Malvern mentor Rockbridge Sylvania Vandalia West Chester West Chester Oklahoma City Oklahoma City Oakville 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
Gillies Coffee Co. Hena Coffee Soul Full Cup gimme! coffee Monkey Joe Roasting Co. Inc. White Coffee Corp. Fresh Direct 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 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 Allann Bros. Coffee Co., Inc. Noble Coffee Roasting Rayjen Coffee Company Mellelo Coffee Roasters Cafe Mam/Royal Blue Organics Motley Brew Coffee Company® 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
718.499.7766 718.272.8237 607.936.9030 607.273.0111 845.331.4598 800.221.0140 718.928.1195 718.418.4100 631.421.7809 212 874 6906 800.566.0571 800.466.3287 212.421.8300 800.453.5908 607.432.1499 888.478.2739 800.690.7230 845.758.1792 585.506.9550 315.278.2812 518.686.3336 631.726.2633 888.337.4625 800.237.9056 330.376.5282 440.260.7509 440.546.0901 513.983.1000 800.876.9109 888.800.9224 800.778.2837 877.916.6537 330.863.1726 440.974.5119 740.994.0454 419.882.0800 937.890.6401 513.759.2200 800.487.7460 405.232.1223 800.299.9016 800.565.5950 541.812.8000 541.326.1382 541.347.4065 541.779.9884 888.223.3626 541.432.2326 503.538.7365 503.647.5102 503.227.4490 503.223.0033 800.558.7788 800.525.1610 503.395.2122 503.758.2251 503.224.3330 800.949.3898 503.222.2302 800.545.4077 503.999.8426 610.642.3066 570.575.6500 610.416.1534 570.897.6898
PA PA PA PA PA PA PA PA PA PA PA PR PR PR RI RI SC 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
Hershey Lancaster Langhome Lewisburg Philadelphia Philadelphia Reading Royersford Verona West Chester Wynnewood Jayuya Canovanas Canovanas Providence Rumford Blythewood Charleston 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
www.CoffeeTalk.com
717.534.2439 717.293.0605 215.741.1855 570.546.6501 215.848.3498 215.426.2011 610.373.7323 215.537.9500 412.653.8378 888.854.2233 610.642.0544 787.828.2083 787.701.6188 787.701.6188 401.273.1198 401.438.1999 888.448.1441 843.971.2060 803.419.2020 864.275.0442 803.536.9684 864.834.5500 605.209.4999 605.342.3559 605.394.9090 423.648.9267 888.698.4404 423.265.5033 800.737.1519 865.567.2058 615.777.2572 931.525.3900 972.404.1145 469.569.6718 512.904.1174 512.732.8300 409.835.3434 979.836.3322 214.636.6790 512.258.5281 214.353.0328 915.587.7526 469.682.5355 817.924.6821 800.387.9398 713.670.0700 713 579.4963 713.222.9800 713.934.8234 713.516.8750 936.560.3975 972.294.1266 800.588.8001 210.684.6363 866.688.6608 800.346.5459 888.583.9526 888.740.4777 434.295.4563 800.322.6505 703.434.2844 540.743.3280 800.446.8555 866.739.5282 757.215.7366
VA VA VA VA VT VT VT VT WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WI WI WI WI WI WI WI WI WI WI WI WI WV WY WY WY
Ruckersville Salem Salem Stuart Bristol Burlington Waterbury Waterbury Bainbridge Island Bainbridge Island Bellevue Bellingham Bellingham Burlington Camano Island Camano Island Cle Elum Ellensburg Everett Gig Harbor Kent Leavenworth Lynnwood Maple Valley Mt. Vernon Olympia Olympia Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Shoreline Shoreline Shoreline Snohomish Spokane Spokane Sumner Sumner Tumwater Tumwater University Place Vancouver Vashon Woodinville Appleton Beloit Elkhart Lake Green Bay Lake Mills Madison Madison Milwaukee Pepin Sheboygan Sturgeon Bay Watertown Ellenboro Jackson Hole Laramie Sheridan
Mountain View Coffee Roasters Mill Mountain Coffee Nova Roast Honduras Coffee Company Vermont Coffee Company Speeder & Earl’s Coffee Vermont Artisan Coffee & Tea Green Mountain Coffee Roasters Bainbridge Island Coffee Roasters Fogwoman Coffee Attibassi Onyx Coffee Moka Joe Fidalgo Bay Coffee Camano Island Coffee Roasters Black Dot Coffee/Hendrix Brother Coffee Pioneer Coffee Roasting Company D&M Coffee Company Urban City Coffee Roasters Jake’s Brew Company McCauley Coffee Roasters, LLC Alpine Coffee Roasters Silver Cup Coffee Java! Java! Coffee Co. La Crema Roasting Company Batdorf & Bronson Coffee Roasters Olympia Coffee Roasting Co. Pangaea Organica Fonte’ Coffee Roaster Caffe D’Arte Caffe Luca Coffee Roasters CAFFE VITA Coffee Roasting Co. Caffe Umbria, Inc. Tully’s Coffee Zoka Coffee Roaster Starbucks Coffee Co* Pura Vida Coffee Seattle Gourmet Coffee Giday’s Coffee Soft Coffee Lowery & Co. Inc. Craven’s Coffee Company Thomas Hammer Coffee Roasters Dillanos Coffee Roasters Fox Hollow Coffee, Inc. Raven’s Brew Coffee-WA Dominic’s Coffee Co. Firehouse Coffee Company BJ’s Coffee Roasters The Vashon Island Coffee Roaster Isle Of Granelli Jacques Cafe The Broaster Company Wild Grove Roastery La Java a Roasting House Coast-to-Coast Cafe, LLC Ancora Coffee Roasters, Inc. Kaldi’s Best, LLC. Alterra Coffee Roasters, Inc. Great River Roasters Wild Carrot Cuisine LLC/Vida Coffee Door County Coffee & Tea Co. Berres Brothers Coffee Happy Trails Cafe Great Northern Coffee Co., Inc. Coal Creek Coffee Co. James Smith
434.985.1563 540.989.7749 540.239.2459 877.466.3872 802.453.2776 800.849.6041 866.882.7876 800.545.2326 877.807.7207 206.855.9061 425.319.9393 360.739.2693 360.714.1953 800.310.5540 360.387.7493 877.262.3706 509.674.4100 800.264.5282 866.797.5282 866.417.0876 253.859.4303 800.246.2761 800.311.7275 425.432.2184 360.333.1035 800.955.5282 360.753.0066 206.226.5012 888.783.6683 800.999.5334 206.575.2720 206.709.4440 206.762.5300 206.233.2070 866.965.2669 206.318.6937 877.469.1431 206.417.5599 206.407.4163 800.428.2637 360.668.4545 800.214.2326 509.535.4806 800.234.5282 253.891.0500 800.917.2836 866.759.9036 253.606.4134 503.357.1195 206.463.9800 425.487.6824 920.707.4896 800.365.8278 414.807.3699 920.662.0500 866.648.8244 608.255.2900 608.252.9700 414.273.3747 800.984.5282 920.207.7672 800.856.6613 920.261.6554 304.869.3635 800.216.5323 800.838.7737 307.672.1744
June 2008
CoffeeTalk
www.CoffeeTalk.com
21
22
June 2008
Report
Miscela d’Oro, Sicilian Artisan Espresso By Joan Nielsen
CoffeeTalk
- from the fields
OLD WORLD ARTISAN COFFEE:
Introducing an old world artisan coffee product into the 21st Century STATS: cannot be an easy task. The myriad styles of American espresso have Miscela d’Oro confused the American palate to a degree that, when confronted with traditional Italian espresso, the first time sipper may be mystified by the North American Sales: experience. WHAT? This drink is smooth, flavorful, and aromatic (as 8939 South Sepulveda Blvd., Suite 110-721 opposed to sharp, angular and too often bitter). This is espresso?! Yes, Los Angeles, CA 90045 Virginia, this is Miscela d’Oro espresso, “blend of gold.” But the road to American acceptance is still bumpy for this small artisan company, and (310) 670-0576 so here’s their story… and their challenge. Umberto Urbano, Messina, Italy www.misceladoro.com The Urbano family business began operating in 1946 in Messina, Bruno Montesano, US Director of Sales Sicily, where the company’s founders, Umberto and Emanuela, began roasting small amounts of meticulously chosen coffee for their local market. By the 70’s, the next generation, Francesco Urbano, focused the company’s strategic interest on markets across Italy and newer distribution segments: specialty stores of flavor profile and consistency. In 2007 we hired a sales team focused on selland supermarkets. In the 1980’s they expanded with automated storage, roasting ing outside the New York area, and we are just beginning to talk to people in other and packing systems. At the end of the 90’s, with the arrival of the third genera- key markets – Vancouver, Chicago, Las Vegas, Los Angeles. And we now have tion, a commercial strategy evolved, in order to serve foreign markets. Now under the team, the infrastructure, in place to uphold Miscela d’Oro’s commitment to Umberto Urbano, the company image was completely restyled, the logo changed quality in sales and customer service.” and the packaging redesigned. In 2000, the Urbano family opened a new plant, equipped with state-of-the-art technology and improved storage, roasting and NEW WORLD ART: packing capacities. Over the past 60 years, they have evolved from a small work- “Quality, elegance, simplicity” is Miscela d’Oro’s motto, and it was in high evishop to a modern facility, but the typical characteristics of a family-run, artisan dence at the SCAA 2008 Convention in Minneapolis. Their booth was centered in business are still in place. the middle of giant boards of “coffee art” photographs, hung from high metal scaffolding, swinging slightly in the indoor breeze of the convention center. This exhibition, called “Facce e Fiori” (faces and flowers) caused a minor sensation, a buzz of interest among the usual displays. Was this about “art” or “coffee?” It was both! In 2006, the company decided that the time had come to radically change its image, entrusting this change to a master of creativity, Oliviero Toscani. An international designer most well known for his United Colors of Benetton ads, Toscani was hired to design a 60th anniversary image for Miscela d’Oro. And his wild “bean art’ marked their entrance into the American market with a creative explosion! He captured the very essence of their brand – a modern company with an artisanal mentality – working grounds, beans, and pods of coffee into fanciful and luminescent designs.
THE COFFEES:
THE THIRD GENERATION SPEAKS:
Umberto Urbano tells us, “My father – who still roasts every day in our factory – has the soul of an artist. And he has passed this to me. We feel responsible for protecting the beauty of the product: how it is made and handled and packaged. I see success in any market as coming from three main factors. First, is the espresso good enough to convince someone to pick it up? When we pull a shot for anyone who’s serious about espresso, the coffee sells itself. We have a very strong track record of quietly turning chefs and cafés onto Miscela d’Oro as a beautiful, artisan espresso product that’s very authentically Italian, and a welcome alternative to industrial Italian espresso brands. Second, there is, of course, the question of price. For an artisan Italian espresso, we’re priced well, so I don’t fear the question of price. We have been very careful to keep our pricing competitive — even in these times when the dollar-toEuro exchange is putting pressure on us. And third, there is the question of market reach. We know North Americans are becoming very sophisticated about what great espresso really means in terms
As apparent in the strongly flavored foods of Sicily (think Grilled Swordfish with Raisins and Olives), the espresso coffees of Miscela d’Oro are equally complex and rich. Their velvety Grand’Aroma (a predominance of premium Arabica from Central/South America and selected Robusta coffees from Asia) is aromatic, floral, delicate, and fragrant, with a mildly acidic, superb aftertaste. The Gran Crema (a blend of coffees from Central/South America and selected Robusta from Asia and Africa) has an intense flavor and a thick velvety crema. The most popular Gusto Classico (a balanced Arabica and Robusta blend from South America and Africa) is a traditional Italian blend with a strong body, a thick crema, and a strong, chocolaty, pleasant, and lingering aftertaste. Surprisingly, their Espresso Decaffeinato (another well-balanced and calibrated blend) is a dead ringer for its caffeinated cousins. All of these espressos are available in whole bean, ground, pods, single and double servings and more.
FIELD NOTES:
From Umberto’s mouth… “Many people in North America are doing very interesting work creating new personalities and flavors in the espresso category. But I can’t be a micro-roaster from Seattle or Mr. Peet from Berkeley. I am what I am: an artisan from Sicily who’s bringing a very unusual and authentic flavor from the birthplace of espresso — Italy. My dream for North America is to bring people into the Miscela d’Oro family who understand this principal, who care passionately about authentic espresso and who get excited about discovering this special Sicilian espresso that surprises them with its quality, its flavor and its personality.” Bravo, Miscela d’Oro! CT
www.CoffeeTalk.com
June 2008
CoffeeTalk
Introducing Dixie® Smart Top™ reclosable cup lid
Coffee Kids 20th anniversary dinner raises almost $100,000 for coffee-farming families
Over 240 people attended the event held May 3 during the Specialty Coffee Association of America’s Conference & Exhibition in Minneapolis, Minn. Representatives from Longbottom Coffee and Tea, Green Mountain Coffee Roasters Foundation, DaVinci Gourmet and Putumayo World Music made presentations on the importance of helping ensure an improved quality of life for coffee-farming families. Luca Mundaca, a Putumayo recording artist, performed at the event. Retiring Founder Bill Fishbein was honored by representatives from CECOCAFEN, a Coffee Kids partner in Nicaragua working in education and microfinance. In a heartfelt tribute CECOCAFEN established the Bill Fishbein Medal of Academic Excellence. The medal will be given to one outstanding student each year and will cover the costs of the student’s continuing education. The celebration dinner also
featured the screening of a new film on the impact of Coffee Kids produced by Machine Hero, a communication arts company based in Providence, R.I. The video can be seen on the Coffee Kids Web site at www.coffeekids.org/blog.
Flair Flexible Packaging announces move
Flair Packaging International is merging with its parent company, Flair Flexible Packaging, to offer a wider array of products and services. Flair is excited to be moving into a new facility and warehouse location in Appleton, WI on June 13, 2008. Our new telephone number is 920-574-3121 and our address is 2605 S. Lakeland Dr., Appleton, WI 54915. We are excited about the move and our ability to further serve our customers! For more information visit www.flairpackaging.com.
Georgia-Pacific Food Services Solutions announces the arrival of its Dixie® Smart Top™ Reclosable Lid, the unique cup lid with a builtin sliding mechanism for easy opening and closing, allowing consumers to Dash without the Splash! The Smart Top Reclosable lid fits all popular sizes of the Dixie® PerfecTouch® Insulated cup line, Insulair® EcoSmart and paper hot cups while offering added benefits of heat retention and increased mobility. The Smart Top Reclosable lid protects your beverage with the sliding the plastic tab that moves forward or back with one hand to seal the drink opening. The Smart Top Reclosable Lid is available in 12-, 16-, 20- and 24-ounce sizes and fits Dixie PerfecTouch, Insulair EcoSmart and the popular Dixie paper hot cups. For more information visit www.gp.com.
Kisses go green. New Bio-Kiss Travel Plug
AttPlay Solutions of California announces the next generation of spill preventing plugs/seals for your disposable travel cup lids. The Coffee Kiss Travel Plug will be manufactured in biodegradable form and ready for customers this summer. Using an organic additive developed by GreenWave
Continued on page 24
www.CoffeeTalk.com
23
24
June 2008
CoffeeTalk
Comparative advertising’s subjectivity puts you at risk for: • Misjudging what is important to your customer based on your own bias. • Making the consumer’s job easier to consider someone else and then buying from them. • Bringing attention to your competitor.
by Lisa Olson
Comparative Advertising: Tread Very Carefully! We are programmed to compare one thing to another. It is part of how we learn and survive in the world. But is it the most prudent technique to use in your advertising? The debate about comparative advertising effectiveness, its pros and cons, has been the subject of college papers and trade articles for years. So what is the bottom line? Let us start with what comparative advertising is, in a marketing context. Plain and simple, it’s any point made that holds one product or service up against another. Pepsi… Coke. McDonald’s… Burger King. New and improved. Better. The best. Cleaner. Faster. In advertising, its sole purpose is to show superiority. Apple’s MAC hipster pokes fun at PC’s nerd, the MAC still only pulls about 8% to Microsoft’s 92%, and that has not changed much since the ads started. No matter how entertaining this ad may be, it does not work. The problem with comparative advertising is not with comparative advertising itself. It is the subjectivity of our individual interpretations and perceptions that are formed by this technique. Is one beverage “better” over another because it is sweeter? It might be if you like sweet drinks. Just because you, the advertiser, thinks that sweeter is “better” does not mean that your reader does. So, what if the reader doesn’t like sweet? If you misjudge this, you are spending your money to drive the customer right into the arms of your competitor.
NewsBites
Continued from page 23
Technology, the Bio-Kiss Travel Plug will give you a biodegradable plug that will have an indefinite shelf life until placed in an active microbial environment, such as a landfill. Bio-Kiss Travel Plugs are Re-Useable, Re-Cycleable and NOW…Biodegradable. For more information visit www.bio-kiss.com.
Fabri-Kal announces Cuplab™ personalized drink cup service
Fabri-Kal Corporation offers custom branded drink cups at low minimum quantities. The new service allows
customers to include their own text and to further personalize their drink cups by either uploading a logo or selecting a stock design. More than ten stock designs are currently available and include scenes such as coffee-shops, weddings, parties, and anniversaries. Customers may order as few as one case of cups branded with their own creation. Customers may select, at no additional cost, which cup material to print their designs on: bio-based or recyclable. Fabri-Kal’s Greenware line of crystal clear cold drink cups and lids is made entirely from American grown
Also worth consideration: often people see and hear our advertising while doing or thinking about something else. If you are using comparative advertising, you are either calling your competitor by name or pulling that competitor’s name into the customer’s mind. Isn’t that the point? What if they are only half listening to the ad? What half are they going to hear? Your name or your competitor’s name? Every time your competitor’s name is mentioned, you increase the probability that they will think the advertisement is for your competitor. Comparative advertising gets advertisers in trouble with the Lanham Act (set of federal laws intended to protect trademarks), the National Advertising Division of the Council of Better Business Bureaus (the NAD), and the Federal Trade Commission (FTC) more than any other form of advertising. It is up to these bodies to make sure that claims are substantiated. So be sure to keep documentation that substantiates your claims with a copy of the ad in your files in case your competitor decides to challenge you. Likewise, if your competitor makes a claim against your product or service, you now know where to go to complain. The effectiveness of comparative advertising has been studied quite a lot in recent years. The only type that seems to move any needle is price-based advertising, in print, where there is a side-by-side comparison of brand name items. It is my opinion that this is because you are truly comparing the exact same product with only one, concrete variable – price. Here is my advice: Spend your dollars talking about you, not your competition. You definitely need to know the difference between you and your competitors. Use this information to tell your story about what makes you unique, focusing on the benefits of your product to a targeted group of people. This is your formula for success. Not bashing the other guy. CT
Lisa Olson is the President of Smart Marketing, Inc. Have a marketing question? Submit it to Lisa at lisa@you-r-smart.com. plant-based renewable resources. KalClear cups are made from the same material as traditional water and soda bottles and may be recycled where facilities exist. Both product lines are available to print in four popular sizes, 12-, 16-, 20- and 24-ounces. The three smaller sizes are each packed one thousand per case while the largest size has six hundred cups per case. For more information visit www.f-k.com.
Europe and Japan dominate buying at Costa Rica Cup of Excellence® auction
European buyers showed great interest in the winning Cup of Excellence lots
buying all but two of the thirty lots up for auction May 15, 2008. The majority of this year’s winning Costa Rica Cup of Excellence® coffees will head for Europe and Japan, confirming the broad appeal of these distinctive Costa Rica coffees, with the remaining two heading to the U.S. Wataru & Co. Ltd. of Japan purchased the winning lot from the Importadora Latinamericana farm in Lourdes de Cirri de Naranjo for a price of $15.10. Wataru was one of several buyers who purchased multiple lots, including Kaffebrenneriet from Norway, and Kaffeeroesterei from Germany. Two U.S. buyers, Coffee Bean International and Sweet Maria’s Coffee, purchased the El Alto and Santa Lucia lots respectively. The Costa Rica auction is the first of the 2008 Central American program for the Cup of Excellence. Upcoming Central American auctions include Nicaragua, May 29; El Salvador, June 5; and Honduras, July 8. For more information visit www.cupofexcellence.org.
Rookie micro roaster is giant killer at Roaster’s Choice Competition
Dolce Gourmet Gelateria & Café, a small independent roaster-retailer was a winner at the Specialty Coffee Association of America’s (SCAA) 20th Annual Conference & Exhibition held in Minneapolis, MN May 2 – 5, 2008. With just over one year of roasting www.CoffeeTalk.com
Continued on page 26
June 2008
CoffeeTalk
www.CoffeeTalk.com
25
26
June 2008
NewsBites
CoffeeTalk Continued from page 24
experience, Dolce competed against many seasoned veterans and well-known corporate coffee giants including Caribou Coffee Company, Inc., Bear Creek Coffee Company, and Lexington Coffee Roasting Company. This is encouraging to the world of micro roasting and provides testament that you do not have to be a large scale, million dollar corporation to produce a world-class coffee. For more information about Dolce Gourmet Gelateria & Café, please contact barista@dolcegelatocafe.com.
Top 10 winners Roaster’s Choice 2008
One of the most popular events at the SCAA conference was the Roaster’s Choice competition. The focus of this competition is to highlight the art of specialty coffee roasting and award those who excel in the craft. This year’s event featured entries from some of the best roasters in the country. Over 350 members of the Roasters Guild were encouraged to participate. 1st Place Caribou Coffee – Ethiopian Organic Yirgacheffe, 2nd Place - Sweet Maria’s – Rwanda Gkongoro Nyarusiza, 3rd Place - The Roasterie – Kenya, 4th Place – Berres Brothers Coffee Roasters – Tanzania Peaberry – Songea, 5th Place – Dolce Gourmet Gelateria & Café – Panama, 6th Place – Tony’s Coffees and Teas – Colombia – Tolima Microlot – Gaitania Cyerposo, 7th Place – Lexington Coffee Roasting Company – Rwanda Bufcafe, 8th Place – Bear Creek Coffee – Papau New Guinea, 9th Place – Vermont Artisan Coffee & Tea – Ethiopian Sidamo – Organic Fairtrade, 10th Place – Cuvee Coffee Roasting Company – Rwanda - Bucafe ate by entering their finest roasted coffee. For more information visit www.scaa.org.
Coffee and Ingeo™ innovations join together at the Specialty Coffee Association of America annual conference
At this year’s Specialty Coffee Association of America (SCAA) meeting in Minneapolis, MN, NatureWorks LLC was pleased to support three of its key partners with their Ingeo™ based
innovation products. Products featured from NatureWorks partners included hot and cold cups from International Paper and Fabri-Kal respectively, and new Ingeo™ layered film coffee bags from Fres-co System USA Inc.– all innovations that provide a new level of freshness, convenience and responsibility for leading coffee retailers. Sustainability was a keynote theme of the conference including topics such as fair trade procurement and sustainable growing practices as well as information on the highest taste standards achieved through barista expertise and product quality. All of this chimes perfectly with Ingeo™, an ingenious new natural plastic material that’s made from plants instead of oil. It is currently being used for a variety of coffee dedicated applications such as coated paper cups, cold drink plastic cups and film packaging which until recently used LDPE or PET which are both made from finite fossil fuel resources. For more information visit www.natureworksllc.com.
The Culinary Institute of America receives $1 million pledge from Dunkin’ Brands, Inc. to elevate Latin American cuisine
With this gift Dunkin’ Brands, Inc. became a founding donor of the college’s “El Sueño” initiative. The Dunkin’ Brands gift, to be paid over five years beginning in 2009, will support baking and pastry kitchens at both the CIA’s new campus in San Antonio, TX and main campus in Hyde Park, NY. “El Sueño” (“The Dream”) has been created by the CIA with a goal of elevating Latin American cuisines to their rightful place among the great cuisines of the world. The CIA, San Antonio is quickly becoming the leading education and research center promoting Latin American culinary
diversity in the U.S. foodservice industry. The two CIA campuses also work in concert to prepare students to enter the culinary profession, providing both the foundation and the opportunity for their career success. For more information visit www.dunkinbrands.com.
Hands On Coffee™ the buzz of the SCAA show in Minneapolis
The biggest specialized coffee show greeted the Hands On Coffee™ system with open arms for its design, ease of use but first and foremost the consistency of the results in every cup. Roasters, producers and retailers from around the world came to the booth with their own coffees to sample them, and they were all impressed with the quality when using their own beans in our system. Many of them were also very surprised by the whipped coffee option on the Hands on Coffee™ Brewer, where the coffee drops in a chamber and is whipped by a small impellor. Some people, although they were very sceptical about trying it at first, could only drink the whipped coffee after sampling it since it brought out the aroma and taste. For more information visit www.HandsOnCoffee.com.
Vacation in a cup
Big Train® announces the introduction of their new Dragonfly™ line of exotic blended beverage mixes. Available in six, unique Asian-inspired flavors including Coconut, Mango, Honeydew, Taro, Thai Tea, and Green Tea, Big Train’s® Dragonfly™ beverage launch will be supported by an integrated marketing program that includes national print advertising, point-of-purchase materials, direct mail campaigns, an interactive website, product samples and tradeshow exhibits. For more information visit www.bigtrain.com.
NCA board to participate in June strategic think tank
The NCA Board of Directors and other industry leaders will gather in New York City June 24 and June 25 to participate in an NCA sponsored two-day “Think Tank” to identify the most critical issues and needs facing the US coffee industry businesses and the strategic initiatives needed to address them. The NCA has engaged the services of Consensus Management Group (CMG) to help plan and facilitate the Think Tank. NCA is working with CMG to conduct focus group discussions with key stakeholders among membership as well as non-members throughout the coffee industry. In mid-April, an invitation to solicit feedback went out to over 6000 in the industry in the form of a brief but in-depth web-based Needs Assessment Survey. Coffee industry executives who have not yet accepted the invitation to give their input can fill out the survey immediately. If it was not received, or it needs to be resent to an e-mail address, please contact info@ncausa.org.
Eight O’Clock Coffee announces the appointment of Andrew J SCAA showcases inventive San Filippo as National Director coffee, tea, food companies – Foodservice Sales with 2008 Best New Product In this role, A.J., as he is commonly known to the trade, will be responsible awards
for driving the foodservice sales of America’s third largest coffee brand to the next level. San Fillipo is certainly no stranger to the Foodservice Coffee business. A 29 year foodservice veteran, his long list of accomplishments in and in-depth knowledge of the industry includes increasingly responsible assignments with such wellknown entities as Greenwich Mills/La Touraine Coffee Company, Altra Filters, and Cuno Water Filtration Systems. Most recently, A.J. was the Eastern Region Business Manager for Nespresso, North America, where he coordinated the efforts of both direct sales reps and outside brokers. Prior to that, he headed up his own foodservice products brokerage, San Filippo Specialty Sales. In addition, San Filippo has held the positions as a member of the, Manufacturers Advisory Committee for the, “National Coffee Service Association and as a Board of Director for the, “National Beverage and Products Association”. For more information visit www.eocfoodservice.com.
www.CoffeeTalk.com
The Specialty Coffee Association of America (SCAA) presented six companies with its 2008 Best New Product Awards during the association’s recently concluded 20th annual conference & exhibition in Minneapolis, Minn. The awards acknowledge SCAA conference exhibitors introducing new and innovative products in six different categories: coffee or tea preparation and serving equipment for consumer and commercial purposes; educational/ training products; specialty beverage; packaging; food; and an open-class category for coffee- or tea-related products. This year’s winners represent companies located throughout the United States and South Africa. SCAA’s Best New Product Award Winners include: Ambex Coffee Roasters, Numi Organic Tea, red espresso, Tea District, North Aire Market, and E.A. Brevita. For complete details on these awards visit www.scaa.org.
June 2008
CoffeeTalk
www.CoffeeTalk.com
27
28
June 2008
CoffeeTalk
Advertiser Listing
Company .........................................Phone .................Web Page ...............Page #
by Jimmy Sneed
Finally, a Jimmy Sneed column that isn’t a rant. It’s a review of the new
iperEspresso system from illycaffè. Ok, it’s part rant because I have more than a
passing interest in good espresso.
Most recently I’ve been using illy in my
restaurant with a Nuova Simonelli machine. When properly executed, we get an amazing espresso. But how often does that happen?
Full disclosure: I love illy. I have for many years. In my view it’s the best,
most consistent espresso bean universally available.
Sure, there are plenty of
smaller, awesome roasters, but illy sets the standard for big roasters. And it’s awesome too. Plus, I’m more than a little fond of many of the people who work there.
That hasn’t stopped me from screaming at them over the last 15 years or so.
I have had far more bad illy espressos than good ones. I screamed because I felt that illy wasn’t doing enough to ensure that their customers were doing it right. I
even chastised the late Dr. Ernesto Illy one day while having breakfast with him
at the Mark Hotel in New York City. We had each ordered espressos but what our waiter brought us was what the French call ‘pissette’.
“Dr. Illy”, I said, “this is [garbage].” He went on to explain that the water in
New York City, blah blah, buildup in the machine, blah blah, proper training,
blah blah.
How many perfect espressos have I been served in my entire life? I would
guess somewhere around 15.
How many great espressos?
hundred. How many bad ones? Don’t ask.
Maybe a couple
Thus the pod was born. The pod was a great idea. The pod was a bad idea.
Great because it took away almost all of the human variables (grind, dose, tamp, hygiene) and gave us a consistently ok espresso. Never great, but seldom bad. It had its place, but apparently no longer.
Illy has introduced the iperEspresso
system, which they call the eighth great innovation in coffee, four of which they claim. (Modern machine design, nitrogen pack, pod, iper capsule). But is it all that? Good enough to be called a major innovation.
Let’s just say it’s going to change the face of espresso. Here’s how it works.
The capsule is sealed, thus lasting months.
It gets loaded into a retrofitted
machine that pierces the top and injects the water under pressure. As the bottom
chamber fills with espresso it churns into a crema.
The pressure eventually
ruptures a membrane on the bottom of the capsule and voila, an espresso streams
out. The result is a nice, thick espresso with a crema that lasts like it’s injected with Viagra. (So I’ve heard). Two of my great friends at illy described it as better than bean. It ain’t. At least, it isn’t better than great bean coffee pulled by a great
barista. But it’s a far cry better than 99% of the ‘bean’ espressos that I’ve had.
Alcohol Controls Inc...........................................800.285.2337 ............www.alcoholcontrols.com......................28 Astoria-General Espresso Equipment Corp. .........336.393.0224 ............www.astoria.com ..................................30 ............1704 AttPlay Solutions...............................................951.845.7418 ............www.mycoffeekisses.com .....................29 Baratza LLC.......................................................877.701.2021 ............www.baratza.com..................................19 Baskets-n-Bags..................................................800.274.0475 ............www.baskets-n-bags.com ......................25...Table Top 8 Bodum USA, Inc.................................................212.367.8844 ............www.bodumusa.com..............................30 Boyd Coffee Company .......................................800.545.4077 ............www.boyds.com....................................18 Cablevey............................................................641.673.8451 ............www.cablevey.com................................21 Cafe de El Salvador............................................503.2267.6600 ..........www.salvadorancoffees.com .................17 Café Feminino Foundation..................................360.666.8725 ............www.cafefemininofoundation.org ..........26 Cafection/Avalon-Whole Bean Single Cup Brewers..800.561.6162 ............www.cafection.com...............................21 Cafetto USA ......................................................785.550.6802 ............www.cafetto.com..................................30 Carrie Cups........................................................706.373.2442 ............www.CarrieCups.com ............................21 Clovernook Center for the Blind and Visually Impaired....................................800.728.5062 ............www.clovernook.org..............................27 Coffee Fest........................................................800.232.0083 ............www.coffeefest.com .............................27 Coffee Holding Co..............................................800.458.2233 ............www.coffeeholding.com ........................23 Coffee Kids........................................................505.820.1443 ............www.coffeekids.org.................................7 Costellini’s.........................................................888.889.1803 ............www.costellinis.com..............................29 DaVinci Gourmet/Oregon Chai/Jet ......................888.676.3832 ............www.sellchai.com..................................32 ............1004 Design & Layout Services ..................................800.471.8448 ............www.designlayout.com..........................30 ............1504 Double Team Inc................................................650.997.3168 ............www.double-team.com ..........................29 Double Wrap Cup & Container Co. Inc................312.337.0072 ............www.comfortgripwrap.com ...................29 Eagle Web..........................................................800.800.7980 ............www.eaglewebpress.com ......................25 Elan Organic Coffees..........................................619.235.0392 ............www.elanorganic.com..............................2 Entner-Stuart Premium Syrups...........................800.377.9787 ............www.entnerstuartsyrups.com................30 Everpure, LLC.....................................................800.323.7873 ............www.everpure.com................................30 F. Gaviña & Sons, Inc. .......................................800.428.4627 ............www.gavina.com ...................................18 F.C. Dadson, Inc.................................................920.757.1486 ............www.fcdadson.com ...............................27 Fabri-Kal ............................................................267.385.8052 ............www.f-k.com.........................................17 Filter Lid, LLC.....................................................800.246.0375 ............www.filterlid.com ....................................3 First Colony Coffee & Tea .................................800.446.8555 ............www.firstcolonycoffee.com...................18 Flair Flexible Packaging......................................920.574.3121 ............www.flairpackaging.com .......................30 Garden Gourmet Fine Foods ...............................604.607.1208 ............www.privatelabelsyrups.com .................29 Gelaccino...........................................................888.580.3639 ............www.gelaccinosales.com .........................9 Globex America..................................................214.353.0328 ............www.cavallinicoffee.com.................19, 30 Great Northern Coffee Co., Inc. .........................800.216.5323 ............www.greatnortherncoffee.com ..............18 Grounds for Health.............................................802.241.4146 ............www.groundsforhealth.org.....................17 Gruppo Cimbali S.p.A. / USA, Inc .......................312.265.8100 ............www.cimbali.us .....................................30 Java Jacket.......................................................800.208.4128 ............www.javajacket.com .............................11 JavaMania Coffee Roastery Inc. ........................888.280.5282 ............www.javamaniacoffee.com....................18 Kaffe Magnum Opus, Inc. ..................................800.652.5282 ............www.kmocoffee.com.............................29 Keffa Coffee LLC...............................................410.369.8997 ............www.keffacoffee.com ...........................29 Latitude 23.5 Coffee & Tea...............................877.260.9212 ............www.latitudecoffee.com........................18 LBP Manufacturing ............................................800.545.6200 ............www.lbpmfg.com...................................15 Michaelo Espresso, Inc.......................................800.545.2883 ............www.michaelo.com................................15 Millrock .............................................................800.645.7625 ............www.millrock.com .............................5, 30 Nuova Ricambi USA...........................................916.315.2535 ............www.nrusa.biz.......................................11 Quikserv Corp ....................................................800.388.8307 ............www.quikserv.com ................................17 Radiant Systems, Inc. featuring the Aloha product suite .................770.576.6000 ............www.radiantsystems.com......................13 Rainforest Alliance.............................................212.677.1900 ............www.rainforest-alliance.org/coffee ........31 Rocket Man, Inc. ...............................................800.921.0199 ............www.rocketman.com.............................15 SCAA / Specialty Coffee Association of America...562.624.4100 ............www.scaa.org .......................................25 Service Ideas, Inc...............................................888.999.8559 ............www.serviceideas.com ..........................30 Silver Cup Coffee...............................................800.311.7275 ............www.silvercupcoffee.com......................18 Stauf’s Coffee Roasters/Cup O’ Joe...................800.778.2837 ............underconstruction...................................18 Sterling Capital Leasing, LLC..............................631.414.7570 ............www.sterlingcap.net..............................17 The Good Cow Company....................................208.884.4299 ............www.goodcow.com ...............................13 ............1106 The San Francisco Chocolate Factory ................415.677.9194 ............www.sfchocolate.com ...........................25 Torn Ranch........................................................415.506.3000 ............www.tornranch.com ................................6 Visions Espresso Services ..................................206.623.6709 ............www.visionsespresso.com/ ....................29 ............1707 Vita-Mix Corporation..........................................800.437.4654 ............www.vitamix.com/foodservice ...............30 ............1003 Walker Coffee Trading Co..................................877.302.6333 ............www.walkercoffee.com.........................24 Wega U.S.A. ......................................................336.662.0766 ............www.wegausa.com ...............................23 Weldon Flavorings..............................................502.797.2937 ............www.WeldonFlavorings.com ..................30 Wholecup Coffee Consulting, LLC.......................503.232.1016 ............www.wholecupcoffee.com.....................20
I’m opening a hotel as Executive Chef/F&B Director west of Chicago (all staff
needed) in a couple of months. I’m absolutely putting in the iperEspresso system.
Even the GM will be able to pull a very good espresso. But calling it better than bean is like saying making love to a beautiful woman is better than making love to a beautiful woman you love. Nice try. CT
Jimmy Sneed was chef/owner of The Frog and the Redneck in Richmond, Virginia and a two time James Beard nominee. He currently operates SugarToad Management, a restaurant and product development consulting business. Email Jimmy jimmy@fgcoffeetalk.com.
Coffee Fest
www.CoffeeTalk.com
June 2008
CoffeeTalk
www.CoffeeTalk.com
29
www.CoffeeTalk.com
June 2008
CoffeeTalk
www.CoffeeTalk.com
31
www.CoffeeTalk.com