Women in Coffee by: Karen Cebreros, CEO Elan Organic Coffees
History SCAA Annual Recognition Award • Lifetime Achievement —Erna Knutsen Orlando 1991 —Mary Williams Boston 2003 • Outstanding Contributions to the Association —Founding Fathers Group Phyllis Baldenhofer Orlando 1991 Linda Smithers Long Beach 1995 Phyllis Jordan New Orleans 1997 Kathy Owen Philadelphia 1999 Ellen Jordan Reidy San Francisco 2000 Jane McCabe Miami 2001 Jaine Utendorf-Hagen Atlanta 2004 Becky McKinnon Long Becah 2007 • Distinguished Author or Publisher —Shea Sturdivant New Orleans 1997 —Laura Gorman San Francisco 2000 —Maja Wallengren Atlanta 2004 —Connie Blumhardt Minneapolis 2008 • Special Recognition —Melissa Pugash Minneapolis 1996 Sales Excellence —Kara lynn McDermott Boston 2003 Volunteer Commitment Now turning to origin… Teresa Batres IWCA President El Salvador Finca Santa Teresa Santa Teresa Nicolas Mountain was purchased by the Batres family about 4 years ago. The farm has 4.2 hectares and is close in proximity to the town of Ahuachapan. This coffee is processed and washed with warm mineral spring water at the geothermal mill Santa Teresa, also property of the Batres Batres Farms El Salvador family. Santa Teresa Mill won the 2003 National Environmental Awaard in the Category of Entrepreneurial Efforts for the use of Geothermal Energy and the 2006 Central America Award for Environmental Innovation. In 2007 Nicolas Mountain won 3rd place at the Rainforest Alliance Competition. All organic practices are used on this farm. Organic fertilization is done 5 times, weed control is performed strictly by hand and Izote barriers are used to control erosion. Medical care and salaries above industry standard are offered to the workers. The harvest takes place between January and February. InterAmerican Coffee - Main office 19500 State Hwy 249, Suite 225 Houston,TX 77070 traders@iaccoffee.com • www.iaccoffee.com 1-800-346-2810
Grace Mena IWCA President Costa Rica President of Deli Café Owner Cafetalera Lomas al Rio Grace Mena is the president of Deli-Café, S.A, which has been in business since 1993. Deli-Café, a green coffee exporter, is a Costa Rican company highly regarded for its continuing meticulous search for the best coffees in Central America. Grace also owns her own processing plant, Cafetalera Lomas al Rio, which specializes in organic coffees. Lomas al Rio is notable in its accumulation of prestigious international awards in recognition for its exceptional quality. The farm is located in the West Valley. The producers believe that “in the very best coffees, there is an expression of determination and good intention of all those who feed the process with their energies; when the people are happy the coffee tastes better!” Lorena Calvo IWCA President Guatemala Board of Directors Anacafe Finca Bohemia Lorena Calvo has been in charge of Finca Bohemia, Palajunoj Quetzaltenango, Guatemala since 2003 as the fourth generation in her family’s property. She is also a member of Asociacion de Agricultores de Palajunoj and has written the Sustainable Use Plan for the region that includes a program to preserve forest patches and shade coffee plantations as corridors for the conservation of the region. Lorena Calvo is a biologist and holds a Masters Degree in Tropical Ecology at the University of Missouri in St. Louis. Her thesis was on shade coffee plantations and has conducted several other studies since then on different biodiversity aspects on coffee crops. She served as project Helsar Farm & Karen leader in Guatemala for Wildlife Trust for almost 15 years and ran her own NGO, Centra para Conservacion de Biodiversidad de Guatemala. Her area of expertise was environmental education for children and project leader coordinator. A native Guatemalan, she is recognized for her active involvement with many local and international conservation and environmental organizations and has received several international awards and recognitions. Elan Organic Coffees is proud to import the following coffees from Women’s Farms in 2009: Lomas al Rio, Asomobi, Costa Rica: Cerro Alto, Helsar Santa Teresa, Los Milagros El Salvador: Ethiopia: Amaro Gayo Balmaddi Estate India:
ASOMOBI Sign
For more information on these coffees, please contact Elan Organic Coffees! (Address, phone, Asnakech Thomas from email info@elanorganic.com, website ect) Ethiopia Amaro Gayo Coffee
InterAmerican Coffee - West Coast 1800 Oak Park Blvd. - Suite C, Pleasant Hill California 94523 traders@iaccoffee.com • www.iaccoffee.com 1-888-881-4229
Elan Organic
Coffees A Division of InterAmerican Coffee, Inc A Company of Neumann Kaffee Gruppe 1205 J Dtreet, Suite F San Diego, CA 92101 traders@elanorganic.com • www.elanorganic.com
April 2009
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CoffeeTalk
Cover Photo by John Edwards
Features Water – coffee’s Achilles heel
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Page 8- Sam Kornell investigates the potentially disasterous implications of declining water resources in the coffeelands.
Espresso Machines
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Page 12– Laura Everage looks at strategies manufacturers use to sell coffee’s ‘heavy machinery’ in a tricky marketplace.
The UBC in NYC
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Page 18- the Ultimate Barista Championship goes to the Big Apple and they were
Costa Rica
’d
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Page 20- the CoffeeTalk Media Content Project goes to Costa Rica.
Grinders
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Page 24- Laura Everage finds out what is new in grinders.
TOC
Calendar Now-June 07 Coffee: The World in Your Cup, Burke Museum, Seattle, WA. http://www. washington.edu/burkemuseum/info/contact.php, 206.543.5590, theburke@u.washington.edu Apr. 16-19 21st Annual SCAA Expositon, Georgia World Congress Center, Atlanta, Ga, www.scaaexposition.org, registration@scaa.org., 562.624.4100 Apr. 18-19 4th Annual Coffee And Tea Festival NYC, Metropolitan Pavilion, New York City, www.CoffeeAndTeaFestival.com, 631.940.7290, LyndaC@StarfishJunction.com Apr.17-26 World Gourmet Summit, Singapore, (65)6270.1254, info@worldgourmetsummit.com Apr. 23 2009 Cup of Excellence Auction/Colombia, www.cupofexcellence.org, 406.542.3509, susies@cupofexcellence.org May 02-04 World Tea Expo, Mandalay Bay,Las Vegas, NV. www.worldteaexpo.com, 702.253.1893 May 11-15 Q-Grader Certification classes, Coffee Solutions training facility, Hopedale, Massachusetts, contact Rob Stephen at 508-422-9233 ext. 200, rob@coffeesolutions.net May 16-19 NRA Show 2009, McCormick Place, Chicago, IL, www.show.restaurant.org, 312.853.2525, nraexhibitinfo@restaurant.org May 21-23 Coffee Festival China 2009, Guangzhou International Convention and Exhibition Centre, E-mail: coffee.faircanton@gmail.com May 27-28 Elements of Espresso Classes, Coffee Solutions training facility, Hopedale, Massachusetts, www.coffeesolutions.net June 04 2009 CUP OF EXCELLENCE Auction, El Salvador, www.cupofexcellence.org, 406.542.3509, susies@cupofexcellence.org June 06-07 Tree to Cup coffee training seminar, Fresh Foods Café, Long Beach, California. Sponsored by True Beans Coffee Roasters and Elan Organic Coffees, 562-216-1616, drew@freshfoodscafe.com June 07-09 Tea & Coffee World Cup/Europe, Madrid, Spain, IFEMA Feria de Madrid, www.teaandcoffee.net June10-12 The Ultimate Barista Challenge® CHINA, Food Hospitality China Beijing, China World Trade Center, www.ultimatebaristachallenge.com, info@ultimatebaristachallenge.com, 503.232.1016 June 11 2009 CUP OF EXCELLENCE Auction, Costa Rica, www.cupofexcellence.org, 406.542.3509, susies@cupofexcellence.org June 12-14 Coffee Fest Las Vegas, Las Vegas Convention Center, Las Vegas NV, 425.283.5058, TamaraS@coffeefest.com, www.coffeefest.com June 14-16 FHC (Food Hospitality China), Beijing, China, www.fhcchina.com NAMA Coffee Service Education Summit, Crowne Plaza Hotel, Cherry Hill, June 15-17 NJ, www.namacoffeesummit.org 616.299.6483, rstewart@namacoffeeservice.org June 23 2009 CUP OF EXCELLENCE Auction/Honduras, www.cupofexcellence.org, 406.542.3509, susies@cupofexcellence.org June 26-28 Coffeena – International Coffee Fair, Cologne, Germany, Specialty Coffee Association of Europe, www.coffeena.biz June 28-30 54th Summer Fancy Food Show, Javits Center, New York City, www.specialtyfood.com, 212.482.6440 ext. 42
CoffeeTalk Calendar
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The View
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Water – coffee’s Achilles heel – by Sam Kornell
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Espresso Machines – by Laura Everage
12
Espresso Machine Directory
14
Market waking up to reality of tight supplies – by Judith Ganes-Chase
16
UBC in NYC
18
Costa Rica
20
SCAA Exhibition Listings
22
Grinders – by Laura Everage
24
Specialty Coffee Roaster Directory
26
Smart Marketing – by Lisa Olson
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www.CoffeeTalk.com
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April 2009
CoffeeTalk
The View
• • • • • • • • • •
We at CoffeeTalk are struck by just how much good economic news is emerging just within the past couple of weeks. One has to wonder if good news has been around all along but hidden beneath the barrage of bad news of doom and gloom that dominate the television and newspapers. Of course, if you have lost your job, or your business, or the value in your investment plans it is very hard to imagine any good news that has an effect on you, but even you can take heart in knowing that we may indeed be turning a corner in this recession. It seems that the USA has become brainwashed to expect the worst-case scenario. Viewers are voyeuristically entertained nightly by self-involved and extraordinary corporate greed, 4 years of inept and corrupted regulatory oversight, cable television pundits who are more interested in ‘kicking it up a notch’ to outrage viewers than providing reasonable reports based on integrity, politicians screaming for blood without providing any alternative solutions or accepting personal and professional accountability, horrific accounts (with film at 11) of profound personal human tragedies, and talking heads numbing us with repeated declarations of reasons to fear. Why are we not hearing the good stuff? Why are we being led like sheep to the slaughter – again? Are we simply too lazy to put energy into independently forming our own opinions? Do not get me started – oh, too late. The problem here is that we are not just consumers dealing with our households; we are also all business people planning forward to keep our coffee businesses going and prospering. We all need to make informed choices without the benefit of a massive forecasting department. In reality, times have been tough for independent cafes, small chains, and artisan roasters for the past two years. We think the worst is over (with some notable exceptions) for the coffee industry in the USA. Credit is starting to become available again and local commercial banks are still very busy. Consumer price resistance seems to be relaxing and customers are returning. At this year’s NCA conference in March, the mood was decidedly upbeat and positive with a strong belief that we have turned the corner on this recession. They all acknowledged that there are still hard days and weeks ahead but the recovery has started. Remember that these companies are the ones that do have massive forecasting departments. At CoffeeTalk, we think it is time to rise above the fear and uncertainty. It is time to put our happy faces on and look forward to our coming prosperity while still making intelligent choices about our business futures.
New Orders for Machinery (the tools used to make other things) rose for the first time in 10 months U.S. Home Sales Climb at Fastest Pace in 10 Months Stocks Continue to Rally on Optimistic News For Wall Street, March is Best Month Since 2002 Orders for Durable Goods Jump 3.4% in February Amazon.com Posted Biggest Job Growth Since Dot Com Boom New Owner of Lincoln Logs to Re-hire Laid Off Workers Community Banks are Growing Bank of America pays $713 million in TARP dividends back to US taxpayers Fannie Mae: Refinancing activity doubled in March
CoffeeTalk Media Content Project This month CoffeeTalk travelled to Costa Rica for eight days with a film crew to begin filming our digital video library of still and moving images of the coffeelands. This undertaking sponsored through The Songbird Foundation will develop content that highlights gourmet coffees, where they are grown, the families that work the farms, and the processors, roasters, and cafes that deliver coffee to the world. Produced with honesty and integrity, this content will show all that is positive about coffee, as well as the risks and challenges. The ultimate goal is to raise consumer awareness of the face of coffee and through that knowledge understand the true value of coffee and why growers worldwide deserve a fair financial reward. We welcome you to join with The Songbird Foundation in donations, sponsorships, membership, and ideas. This noble cause can help change the world for growers of gourmet quality coffees.
Cheers!
Kerri & Miles An Industry Loss Ted Alpert, the 80 year old and very active principle of Double Wrap Cup, died this month. We at CoffeeTalk are very saddened by his passing, and we asked his nephew, Michael Fine who will now take over the company to send us a few words of rememberance. From Michael Fine… “He (Ted Alpert) recently turned 80 years old December 20th. Ted was a principle of Double Wrap Cup, where he created and developed the concept of the Comfort Grip Wrap sleeve. Ted was always excited to speak about the product and believed strongly in its uniqueness: a low cost, high functioning coffee sleeve. Over the past few weeks I have heard from numerous customers and colleagues about their relationships with Ted. He was a mentor to several people that credit him with their success.”
Some samples of good economic news from just this past week (March 29 – April 4)… • Dow Closes day up 241 points (04/03/2009) • Dow closes the week above 8000 • US Stocks have best 4-week period since 1933 • Layoffs and workforce reductions level off
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April 2009
Water
CoffeeTalk
Water – coffee’s Achilles heel
In its February 28, 2009 issue, The Economist published a graph, prominently situated near the front of the magazine, which ranked the amount of water it takes to produce various beverages. A short article titled “Excess Liquidity” accompanied it. “Consumers already show increasing interest in the resources used (such as energy) or pollution caused (for example in emissions of carbon) in the production of everyday items,” the article noted. “They might be surprised to learn how much water is needed to create some daily goods.” The graph, which overlaid a photograph of a cup of espresso with coffee beans strewn about it, displayed the amount of water required to produce one liter each of tea, beer, apple juice, orange juice, and wine. Tea came in last, at 120 liters per single finished liter; in ascending order it was followed by beer, juice, and wine. At the top was coffee. According to The Economist, it takes an enormous 1,120 liters of water to produce the beans for a single liter of coffee. Consumers are, as The Economist asserted, increasingly concerned about the environmental impact of their lifestyles. Moreover, they are increasingly aware that that impact extends to water. They are right to be concerned. As climate change intensifies and the human population expands, scientists say, freshwater is going to become increasingly scarce in many parts of the world. Coffee may seem like a necessity, but it is not. In an increasingly parched world, is it ethical and sustainable to consume a luxury beverage if it so heavily depletes the world’s most precious non-renewable resource? On one level, this question – raised so starkly in The Economist’s graph – is a serious one. The Economist got its information from research conducted by a Dutch conservation group looking into the attributes of the average cup of coffee consumed in the Netherlands. If that average is applicable outside of Holland, perhaps it is time for a mass reconsideration of global coffee consumption. (Of course, such a reconsideration would only makes sense if it was accompanied by a much larger examination of the way water is consumed in general, particularly in the industrialized world: on average, Europeans use about 80 gallons of it a day, Americans 158. East Africans, conversely, use 2.5 to 5 gallons.) However, the question is also “Absurd on its face,” as Kenneth Davids, the founder of CoffeeReview. com, put it. The reason is simple: As an all-encompassing term for a highly differentiated agricultural product, “coffee” is so broad it almost does not make sense. 1,120 liters may be an accurate assessment of the amount of water required to produce the beans used in the average liter of coffee in the Netherlands; what is not accurate is to extrapolate from that statistic, as The Economist did, that all coffee requires 1,120 liters of water to produce per finished liter. A Robusta grown and processed on a big plantation in Vietnam bears only a passing resemblance to a dry processed Arabica grown by a smallholder in Harrar – a fact that suggests the enormous variety of techniques used to grow and process coffee in different parts of the world. The commercial coffee industry does use a substantial amount of water, both in irrigating and processing coffee. This is certainly a problem, particularly since a huge volume of commercial coffee is produced every year. But is the same true for specialty coffee? And, if not, why should The Economist’s graph bother anyone in the specialty industry? There’s a simple answer: For all of its heterogeneity, a substantial portion of specialty coffee is still produced in ways that use a great deal of water – water which, in coming decades, may no longer be available in the quantity to which producers are accustomed. A global analysis conducted by the United Nations Intergovernmental Panel on Climate Change in 2007 identified a number of “hot spots for future drought,” two of which were Central America and Southwestern
By Sam Kornell
North America. Nations expected to be hit by drought in the IPCC’s analysis include Mexico, Guatemala, El Salvador, Honduras, Nicaragua, Brazil, Costa Rica, Panama, Jamaica, Puerto Rico, Haiti, Colombia, Ecuador, and the Dominican Republic. Drought is also projected to increase in frequency, duration, and severity in subSaharan Africa, affecting the East African Coffee regions (The IPCC study ended by pointing to the possibility of “worldwide agricultural drought.”) Unfortunately, the bad news did not end there. According to the IPCC, even regions that are not projected to be hit as directly by drought will suffer consequences from accelerating climate change. Areas that get more rainfall, such as the higher mid-latitudes, will get this extra wetness in winter, out of the main growing season when crops cannot benefit as much. Another major problem will be the disappearance of glaciers: Himalayan, African, and, most problematically for specialty coffee, Latin American. According to the IPCC, Latin American glaciers—in Bolivia, Columbia, Ecuador, and Peru—may be gone completely within 15 years, leaving coffee growers bereft of a regular source of water. These projections are based on the IPCC’s “best-case scenario” for the growth rate of global greenhouse gas emissions. In the last three months, the world’s leading climate monitoring laboratories have published a series of studies and data-sets finding that that rate is actually accelerating faster than previous worstcase projections, including those of the IPCC. If the world continues to warm at its current pace, scientists at a recent UN climate conference in Copenhagen warned, by 2050 drought may cover a full third of the earth’s land surface, beginning at the equator and extending outward in both directions. In this scenario, coffee cultivation will change in ways that are difficult to imagine. Assuming, however, that the world somehow reverses course and reigns in emissions before change of that severity is set in motion – assuming, in other words, that fifty, forty, even twenty years from now coffee is not being grown in the foothills of the Alps, or the Canadian Rockies – what will coffee producers have to do to maintain production levels as climate change intensifies and population growth expands?
Seventy percent of the water used by human beings is used for irrigation. In recent years, hydrology experts have warned with increasing urgency that water shortages are soon going to begin resulting in catastrophic grain shortages. Water demand has tripled in the last half century; there are now wells in China, India, the United States, and other parts of the world that descend more than a thousand meters into the earth to tap freshwater. Compared to wheat, rice, and many other popular agricultural commodities, on average commercial coffee uses a relatively small amount for irrigation and specialty uses very little irrigation at all. “Arabica is not a particularly thirsty crop,” said Kenneth Davids. “Most places in the world, it’s not irrigated” and where it is – parts of Brazil, Yemen, Ethiopia, Northern Australia, and Kauai – it’s only at “the most industrialized end of the business. Small growers don’t irrigate and the larger growers irrigate selectively.” In the event of prolonged drought, coffee growers who depend on irrigation to sustain their crops during the dry season are going to face serious difficulties, but, as Davids suggests, such problems may not be as pronounced in the specialty world. Broadly speaking, water usage is more highly concentrated in the processing of specialty coffee. There have long been two general methods: the dry, or “unwashed” method, and the wet, “washed” method. Both serve the same purpose: removing the fruit (or “pulp”) from the bean, and eliminating the mucilage encasing the grains. Dry processing achieves this by simply allowing the beans to dry in the sun, until the husk can be cracked off the seeds by hand. The continued on page 10... www.CoffeeTalk.com
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CoffeeTalk
...continued from page 8 “naturals” that result can, at their best, have a wild and intricate taste that puts them at the upper end of the specialty spectrum. However, the process of drying coffee and preparing it by hand tends to be labor and time intensive, and carries a degree of volatility that can result in uneven quality. Whether growers use the dry or wet process has “always been dictated by water availability,” said Dan Cox, past president of the Specialty Coffee Association of America and founder of Coffee Analysts, a coffee testing service. “If you have a lot of availability, you’re going to use the wet process. It’s common sense.” The advantages of the traditional wet process are numerous. It is much easier to ensure uniform quality in the beans and to stave off rot and infestation. It also allows producers to prepare the beans without over-cleaning them, making it possible to achieve consistency and complexity of flavor. Consequently, washed coffees have historically been favored in countries with abundant freshwater. This would be fine if it were not for the fact that the traditional wet process uses an enormous amount of water, and often results in the contamination of nearby water sources. It makes for great coffee, Cox said, but its use has often been accompanied by carelessness and profligacy: “Over the years, there’s been a lot of wasted water, and a lot of effluent sent downstream.” Cox believes that the movement in the specialty industry to produce coffee in more sustainable ways has led to a reassessment of the use of water. “There’s been an evolution. The whole sustainability and environmental consciousness movement that came about in the late 1990s took hold, and they said ‘I think we can do the same thing with less water.’” Today, Cox believes, “The smart [producers] are already working on the problem. They’re looking at it and they’re saying, ‘With climate change, what is it going to mean for glaciers and rainfall’—they know they need to evolve.” A growing number of mills are using more ecologically friendly methods to clean their used water before either recycling it or discharging it back into the surrounding ecosystem (generally in a series of settling ponds). There has also been a renaissance in the use of de-mucilaging machines, which clean coffee beans by “attrition” – essentially, mechanically scrubbing them clean. “We’re seeing a lot more de-mucilaging machines, which can reduce water consumption by up to 90 percent, because there’s essentially no traditional fermentation taking place,” said Ric Rhinehart, president of the SCAA. “There may be a post-soak process, but there’s so little of the fruit of the coffee cherry, there’s so little of the pulp left after de-mucilaging that the water can be returned straight from soaking back into the water system.” These machines, which are manufactured by companies in Brazil, Columbia, and elsewhere, can be purchased for less than $5,000 (very small versions go for
as low as $700). That is still an enormous amount of money in many specialty regions, but in areas where water scarcity is likely to increase in coming decades they may be a sensible investment. “Small sized [machines] are a couple of thousand bucks,” Rhinehart said. “That’s a lot of money to a smallholder, but it makes absolute sense to install them in cooperative washing stations. The cost of traditional de-pulping equipment isn’t dramatically different than the cost of the de-mucilage equipment, and it radically changes the use of time and the use of water.” (According to a representative of Penagos, the Brazilian manufacturer, a relatively small $5,000 pulper can still process 900 pounds of coffee an hour.) It is difficult to estimate how much specialty coffee is machine processed (and with what kind of machines), how much is processed in the traditional fashion, and how much is processed using some variation of one or the other. Many specialty roasters and cuppers believe that all other factors being equal, mechanical de-mucilaging may not quite be able to produce the same magic as the traditional wet process. Even so, they say, the distinction, where it exists, is minor. “The stigma [with de-mucilagers] is that you get it clean, but you don’t get a lot of really unique flavor profiles,” said Susie Spindler, the head of the Cup of Excellence coffee auction. “There is some validity to that stigma,” she argued, but done correctly, de-mucilagers can still result in “wonderful” coffee. Coffee is grown and processed in so many different ways in so many different parts of the world that it is impossible to say exactly what implications climate change holds for it. This is especially so because climate change projections are just that: projections. Yet it is true that relative to the scope of the earth, coffee is grown on a narrow geographic band. It is now certain that the various microclimates, which coexist within that band, are going to be seriously reconfigured in coming decades. On balance, scientists agree, these reconfigurations are going to tilt toward less water, not more. Making business investments based on amortizing the future risk of water depletion is not an easy thing to do (without assistance, it may very well be impossible for most smallholder growers). Nevertheless, considering the current rate of growth of global greenhouse gas emissions, and considering the severity of most of the corresponding projections about water availability, it seems worthy of serious consideration in the specialty coffee industry. Fortunately, that seems already to be occurring. “All of the very best specialty coffee players understand the relationship between the quality of product and the quality of life,” said Ric Rinehart. “The frontrunners in the specialty world are more and more cognizant of the implications of water usage and are more and more involved in helping their producers have a commitment to sustainable use of water.” CT
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Espresso Machines 12
April 2009
CoffeeTalk
Espresso Machines By Laura Everage
As the retail and restaurant segment struggle with maintaining sales in 2009, espresso equipment manufacturers and distributors find new ways to build sales and offer new solutions for these troubled times. “The challenge for operators is to understand, that a quality espresso machine is not just an expense,” explains Roland Vogel of Swiss Systems. “It is an added revenue stream that keeps existing customers and new ones coming back for a good cup of coffee.” Bob Melikian of Automatic Brewers and Coffee devices, notes the slow down in store openings. However, he sees a lot of growth in national chains, especially those coming into his market in Philadelphia. “They are spending money to open, which is contrary to what is happening with the independents, who are truly watching their dimes,” he says. “In these times they are trying to make things last longer. We often get asked for used or refurbished equipment.” Kevin Lane of Leodoro is “focusing on helping customers make the choice for high quality machines, that offer consistency as they build stores out,” he explains. “If customers can realize that by making the investment up front, their equipment costs will pay for itself in a few months.” To help retailers during these times, Gary Horne, general manager, vice president Astoria – GEE is “working harder within our regular distributor network, focusing on training customers and teaching them how to sell more. Ultimately, this can be done with new style machines.” Espresso Southeast has created an Equipment Free Loaner program. “To further help, the company offers creative financing options for customers as well as volume price discounts and extended door to door service (UPS savings) and the waiver of the travel charge on service calls to current regular product customers, which is a $64.50 savings,” explains Rose Carpenter of Espresso Southeast. Even with the downturn in store openings, Melikian says that there still is a lot of opportunity with big restaurant groups, C stores and even offices who are looking to replace cumbersome equipment that is hard to clean. “The cartridge or pod system is the perfect choice of them,” he explains. The company, which recently started offering the WMF machines, is now beginning to focus on the cruise business, where clients seek “a one-stop machine that can do it all.” David Langer of Laranzato Espresso Machines/Lara Distributing agrees for the need to create a machine that can do it all. “The advent of the Superautomatic machine into chain stores is undeniably the greatest change in the espresso business in the past few years,” explains Langer. “Yet, most Mom and Pop operations cannot afford the initial cost of the machine, and the cost of maintenance.
This situation has presented a challenge and an opportunity for manufacturers of traditional espresso machines: to come up with a traditional machine that’s idiot proof. Similarly, many companies are experiencing a slow down in the sale of new equipment, and this, according to Michele Galla Espresso Best Inc. has resulted in the “increasing availability of used equipment of any kind, from traditional to Superautomatic machines, to grinders and even milk pitchers and tampers on the market.” To combat the issue, Galla is looking to different types of customers, “Ones that we did not approached in the past,” she explains. “And so far, we have had some success.” Darcy Simonis of Cimbali USA says that “while we are seeing a lot more “mom and pop” places repairing machines versus replacing and some chains are putting expansion plans on hold, there is still a lot of opportunity and several chains still continuing to grow. Adding a specialty coffee program is definitely a revenue generator for QSR’s and convenience stores, as is evidenced by McDonald’s success.” As the new US sales manager for Wega Espresso, Ethan Fogleman says the company’s goals “are to get back to basics by reestablishing relationships with existing distributors and rebranding the Wega image here in the US to attract new distributors. In 2009 the company will redevelop its image in the US coffee market. “This involves new ad development for placement in various trade magazines, new brochures to assist distributors in exposing our line to the end user, and web site development,” he explains. “Our goal is to inform quality coffee conscious folks of the US that Wega espresso machines have been proven to be some of the most trusted and durable espresso machines in the world.”
Customer Support To help boost purchases when sales are down, Boyd Coffee Company has responded with temporary discounts on the Reneka line of espresso equipment explains Katy Dutt, director of marketing who has seen more interest in the kiosk programs that don’t require a huge investment in build out costs. “We have also responded with the April release of a new, updated espresso training manual. This is aimed at helping customers provide the best cup – a consistent cup – it’s the best way to ensure you will keep that repeat business in your location, and we feel it is our responsibility to bring these tools to our customers.” For 2009, David Langer is offering a complete espresso bar equipment value package that includes 7 commercial pieces for $9,995. The package includes a 2-group, full-size espresso machine with an espresso grinder, a commercial
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April 2009
CoffeeTalk
...continued from page 12 blender, an air pot brewer, a dial grinder and 2 air pots. In addition Laranzato is unveiling a new Hybrid Espresso Machine for restaurants that automates the milk frothing, yet sells for about one third of the super automatic varieties. For 2009, the goal for Bonnie Itzig and Globex America is to “Sell the best product at the best price and provide the very best service. In this economy we are doing that by bringing on more new customers and renting espresso machines if a customer can't purchase one.” Itzig adds that customers are seeking support. “The first thing a customer wants to know is who is taking care of their service, and our winning point is our service department, which consists of a small group of skillful people,” she says. For those focusing on the home business, such as Seattle Coffee Gear, there is strong growth as customers are shifting away from buying their espresso beverages out of home, to making them at home. “We have just launched a new home espresso machine Trade-in and Recycling program,” says Kat Oak. “Many customers would like to upgrade their current equipment but do not know what to do with their old equipment. We offer a tradein credit on the purchase of a new machine. We then refurbish the old equipment, add an extended warranty and then find a new home for it. The goal will be to keep home espresso machines in use and out of the land fill for as long as possible. We also have a new recycling option for machines that need to be retired. We disassemble the machines into recyclable materials to minimize impact to the landfill.” Todd Salzman of Importika is focusing on gaining more access into the specialty retailer, coffee shop and coffee roaster marketplace with their Gaggia and Handpresso products. “I don’t necessarily see the economic downturn as a bad things for us as people are looking to make a great cup at home,” says Salzman. “And retailers need something new to generate interest and sales.” The company recently launched a Specialty Retailer program, which provides retailers all the programs they need to be successful. Technology to Meet the Demand “We strongly believe that super automatics are becoming more and more a necessity,” says Vogel. “Operators understand the need of having a simple machine that produces a constant stream of revenue at the touch of a button by any staff member.”
However, Carpenter at Espresso Southeast has seen a switch away from Superautomatics to traditional machines and grinders with new technologies. “One machine that fits the bill is the Nuova Simonelli Aurelia with Auto temp steam wand and optional Cool touch steam wands. Voted World Barista Championship espresso machine,” she explains. Other innovative machines include the Astoria PLUS 4 YOU “which comes with a dedicated boiler for steaming, and additional separate boilers per group,” explains Horne. “Certified ‘green’ by a third party certifier, it features smart technology that allows for the machine to go to sleep when not in use, which can save as much as 47.6% of energy usage! That also translates into financial savings on the energy.” Energy efficiency is also top-of-mind at FETCO, where the company is committed to producing energy-efficient equipment while maintaining quality, both of which will drive product development for 2009, explains Krista ReddingtonTelios, of Fetco. “With technology and advanced engineering, we’re manufacturing equipment with increased energy efficiencies, improved control over temperature and brewing functions, easy-to-use digital controls and more,” explains Curtis. “That’s important, because with the number of restaurant closures occurring, there’s a lot of used equipment on the market. Many operators don’t understand that these older units aren’t nearly as efficient or productive as contemporary models, and they actually end up costing them more money to operate and maintain.” Similarly, Simonis notes the demand for self-serve, easy-to-use and clean machines in the QSR and convenience store markets. “The more a machine can do in the least amount of space seems to be key,” she says. “We are definitely seeing a growth on the superautomatic side with a push towards self-serve, with attached payment systems (i.e. card swipe).” Other service-oriented programs introduced for 2009 include Fetco’s commitment to technical support with “our versatile and well-educated technical support staff as well as a new video series called Ask The Expert during which Shane Blais, FETCO's Director Of Corporate Training, answers customer's questions in short video clips posted on www.fetco.com,” says Reddington-Telios. Companies are acknowledging that times may be hard, but they are looking for new ways to help build business. Through new programs, new technology and continued support, business for espresso machine manufacturers and distributors will continue to brew in 2009. CT
Espresso Machine Directory Company
Phone
1st Line Equipment, Llc.........................................................888.933.5947 Arbuckle Coffee Roasters.......................................................800.533.8278 Aroma Cafe Culture................................................................310.743.2030
Astoria-General Espresso Equipment Corp...336.393.0224
Web
www.1st-line.com/ www.arbucklecoffee.com www.aromacafeculture.com
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www.cimbali.us
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www.lakehousecoffee.com www.abcd.biz www.boyds.com www.bravo-systems.com www.brewmatic.com www.smithagy.net www.burgessenterprises.net www.caffedarte.com www.caravancoffee.com www.openeyecafe.com www.cascadebeverage.com www.cecilware.com www.coastalcaffeine.com www.coffeecityusa.com www.coffeeexpressco.com www.klatchroasting.com passportcoffee@yahoo.com www.orleanscoffee.com www.concordiacoffee.com www.corainc.com www.DurangoCoffee.com www.emeraldcityespressomachines.com www.espressorescue.com www.espressobest.com www.espressomachineexperts.com www.espressomidwest.com espressopartners.com www.espressoparts.com www.espresso-services.com www.espressosoutheast.com www.europeangift.com www.everythingcoffee-tea.com www.expressoitaliano.org www.fandoimports.com www.faema.com www.fiorenzatocs.com www.franke-cs.com www.terroircoffee.com www.cavallinicoffee.com www.greatnortherncoffee.com www.grindmaster.com www.cimbali.com www.faema.it
Harvest Cafe Coffee Roasters.................................................317.585.9162 Importika................................................................................888.389.4123 Independence Coffee Co.........................................................979.836.3322 Indigo Coffee Roasters...........................................................800.447.5450 Jack Rockwell LLC..................................................................718.414.7847 Java D'Oro Gourmet Coffee Roasters....................................800.381.1752 Java Joe's Roasting Co., Inc..................................................607.348.0444
www.harvestcafecoffee.com www.importika.com www.independencecoffee.com www.indigocoffee.com www.jackrockwell.com www.javadoro.com www.javajoesroasting.com
Company
Phone
JavaMania Coffee Roastery Inc..........................888.280.5282
www.astoria.com
Atlanta Coffee Supply Group.................................................404.799.7774 Automatic Brewers and Coffee Devices, Inc.........................610.828.6000 Boyd Coffee Company............................................................800.545.4077 Bravo Systems International, Inc...........................................800.333.2728 Brewmatic...............................................................................800.421.6860 Briel America, Inc...................................................................770.509.3006 Burgess Enterprises................................................................800.927.3286 Caffe D'Arte............................................................................800.999.5334 Caravan Coffee........................................................................503.538.7365 Carrboro Coffee Company......................................................919.968.4760 Cascade Beverage Service......................................................425.338.9408 Cecilware Corp........................................................................718.932.1414 Coastal Caffeine......................................................................757.342.0821 Coffee City USA......................................................................888.583.9526 Coffee Express Co...................................................................734.459.4900 Coffee Klatch Roasting...........................................................877.455.2824 Coffee Roasters of Arizona.....................................................480.948.1419 Coffee Roasters of New Orleans............................................248.254.3220 Concordia Coffee Systems......................................................800.995.9019 CORA Italian Specialties, Inc..................................................708.482.4660 Durango Coffee Company......................................................800.748.2275 Emerald City Espresso Ii.......................................................206.935.0663 Espresso + Rescue................................................................360.528.7142 Espresso Best..........................................................................630.616.5500 Espresso Machine Experts......................................................888.909.0002 Espresso Midwest, Inc. Advanced Coffee Systems..................612.825.4167 Espresso Partners, Inc............................................................866.432.5282 Espresso Parts Northwest......................................................360.357.7781 Espresso Services, Inc.............................................................612.746.8880 Espresso Southeast.................................................................770.867.3111 European Gift & Houseware..................................................800.927.0277 Everything Coffee & Tea........................................................770.889.0336 Expresso Italiano....................................................................949.521.2545 F&O Imports...........................................................................800.826.0796 Faema USA / Jason Enterprises............................................866.443.2362 Fiorenzato USA.......................................................................888.899.0008 Franke Coffee Systems North America..................................800.367.0235 George Howell Coffee Company.............................................866.444.5282 Globex America......................................................................214.353.0328 Great Northern Coffee Co., Inc.............................................800.216.5323 Grindmaster Corporation.......................................................800.695.4500 Gruppo Cimbali......................................................................†+3902900491 Gruppo Cimbali S.p.A. / Faema............................................. info@faema.it
Gruppo Cimbali S.p.A. / USA, Inc.....................312.265.8100
See our ad on page #
Web
www.javamaniacoffee.com
john conti Coffee Co..............................................................502.499.8600 Johnson Brothers Coffee Roasters, Inc..................................608.256.5282 K&F Select Fine Coffees.........................................................800.558.7788 Kobricks Coffee Co.................................................................201.656.6313 Krups.......................................................................................781.306.4660 La Marzocco, S.r.l....................................................................†+39055401390 La Pavoni Espresso machines................................................800.927.0277 Lacas Coffee Co......................................................................856.910.8662 Lakehouse Coffee....................................................................404.799.7774 Laranzato - Lara Distributing...............................................505.888.5892 LaSpaziale USA.......................................................................206.764.4557 Leodoro Coffee Systems.........................................................888.442.6333 Lowery & Co. Inc...................................................................360.668.4545 Maui Coffee Roasters..............................................................808.877.7780 Michaelo Espresso, Inc...........................................................800.545.2883 Midwest Java Source..............................................................877.600.7711 Mr. Espresso............................................................................510.287.5200 National Cappuccino..............................................................780.421.8555 Origin Coffee Roasting...........................................................†+27214211000 Pacific Bay Coffee Co. & Micro-Roastery...............................925.939.3908 Pacific Espresso......................................................................831.429.1920 Palm Beach Specialty Coffee, LLC.........................................561.881.0803 Pasquini Espresso Co / Cimbali............................................213.739.0480 Performance Food Centers.....................................................610.685.3733 Pioneer Coffee Roasting Company.........................................509.674.4100 Portland Roasting...................................................................800.949.3898 Procaffe' USA, Inc...................................................................732.802.9400 PT's Coffee Roasting Company..............................................785.862.5282 Rancilio North America Inc....................................................630.427.1703 Rayjen Coffee Company..........................................................541.347.4065 Restaurant Equipment Co......................................................501.268.1515 Rosito Bisani..........................................................................800.848.4444 Saeco USA...............................................................................440.528.2000 Schaerer USA Corporation......................................................888.989.3004 Seattle Coffee Gear................................................................866.372.4734 Seattle Gourmet Coffee..........................................................206.417.5599 Strategic Directions Associates, Inc........................................212.288.5584 Swiss Systems Inc...................................................................310.689.2372 Synesso, Inc............................................................................206.764.0600 Techni-Brew International......................................................503.666.4545 Technologies Coffea inc..........................................................418.660.2233 The Buckhead Coffee Company.............................................866.407.3090 Topeca.....................................................................................918.398.8022 Unic USA Corp........................................................................425.338.9040 US Roasterie...........................................................................515.243.8805 Vail Mountain Coffee & Tea...................................................970.827.4008 Vaneli's....................................................................................866.482.6354 VE Global Solutions, LLC........................................................800.321.2511 Versalab...................................................................................970.622.0240
www.johnconti.com www.johnsonbrotherscoffee.com www.kfcoffee.com www.kobricks.com www.krupsusa.com www.lamarzocco.com www.europeangift.com www.lacascoffee.com www.lakehousecoffee.com www.laranzato.com www.laspazialeusa.com www.leodoro.com www.loweryscoffee.com www.mauicoffeeroasters.com www.michaelo.com www.midwestjavasource.com www.mrespresso.com www.nationalcappuccino.com www.originroasting.co.za www.pacificbaycoffee.com www.pacificespresso.com www.palmbeachcoffee.com www.pasquini.com www.performancefoodcenters.com www.pioneercoffeeco.com www.portlandroasting.com www.procaffe.com www.ptscoffee.com www.rancilio.com www.rayjencoffeeco.com www.BIGREDR.COM www.rosito-bisani.com www.saeco-usa.com www.schaererusa.com www.seattlecoffeegear.com www.seattlegourmetcoffee.com www.stratdir.com www.swisssystems.com www.synesso.com www.boyds.com www.coffeainc.com www.buckheadcoffeecompany.com www.topecacoffee.com www.unic-sa.com www.usroasterie.com www.vailcoffee.com/welcome.php www.vanelis.com www.veglobal.net www.versalab.com
Water Street Coffee Joint......................................................269.373.2840 Wega U.S.A.............................................................................336.662.0766 WMF of America, Inc.............................................................954.583.2269 Zingerman's Coffee Co...........................................................734.929.6060
www.waterstreetcoffeejoint.com www.wegausa.com www.wmf-usa.com www.zingermanscoffee.com
Visions Espresso Services...................................800.277.7277
www.CoffeeTalk.com
www.visionsespresso.com
See our ad on page # 37
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April 2009
CoffeeTalk
Judy Ganes than previously believed and that the approaching 2009-10 harvest may not be
Market Waking Up to Reality of Tight Supplies
as limited as governments projections indicated. As a result, the tightness being experienced in the market could be somewhat alleviated by the world’s largest supplier. Nonetheless, roasters and dealers will continue to be on edge as overall global supplies remain limited and there is no leeway for any further production problems, especially in Brazil.
Production in Colombia this year was badly impacted by a combination of too
much rain and a rejuvenation program, which temporarily reduced the number of bearing trees. February production was only 868,000 bags compared to 1.090 million last season. Exports dropped to 917,000 bags from 1.194 million. The numbers are more startling when viewed on a cumulative basis for the season. Production since October has totaled only 4.7 million bags compared to last season when the tally was 6.51 million bags. This is the second lowest production for October-February By Judith Ganes-Chase, President, J Ganes Consulting, LLC
for Colombia in more than 20 years. In the past 10 months, not once has production
www.jganesconsulting.com
exceeded year ago levels. Based on the current production to date, final output may not reach 10 million bags, if the Mitaca crop is also limited, as some are now
The tightness in the physical market has become impossible to ignore and is now
reporting. This would be another 600,000 bags shaved from the crop estimate and
the key talking point in trade circles. Cash prices for Colombian coffee and other
2.6 million bags less than what the USDA had indicated back in December. While
growths continued to increase reflecting the lack of Mild coffee that is available for
Colombia is struggling this year, production is still expected to improve in coming
replacement and the differential for Colombians is now at a record high, surpassing
years in line with anticipated increases in demand for Colombian coffee.
that of 1997. Roasters are being forced to either pay up, draw down their stocks, or
seek alternative cheaper supplies to hold down their costs.
certified coffee stocks will continue to be drawn down to meet needs given the very
The disparity in price between top grade Milds and Brazilians, which are
high differentials being commanded in the cash market. There is little incentive to
trading at a discount to the market, is compelling enough to have some roasters
tender coffee to the Board and the number of bags pending grading is minimal
already switching their blends and others are certainly contemplating this, just as
as a result, now at less than one thousand bags. The draw down in certified
they did in 1997 when the price difference between Arabicas and Robustas was
stocks is likely to accelerate the tighter the cash market becomes and the steeper
also at wide levels. With Brazilian shipments as robust as they had been the past
differentials climb. Total certified stocks (of which only 1.3 million are stored in the
several months and heading into the off year in the production cycle, the question
United States) will easily slip below 4.0 million bags. The last time certified coffee
of just how much Brazilian coffee is really available might be finally put to the test,
stocks were below this level was in May 2007. Current stocks are about 600,000
especially if the government follows through on withholding three million bags as
bags below their peak and about 800,000 bags higher than the 2006 low when they
has recently been discussed.
slipped to approximately 3.2 million bags.
My own sense is that if the Brazilian trade was worried about running out
In addition to the increased reliance on Brazilian coffee to cover demand,
The high differentials will accomplish two important tasks. First, it will ration
of supply or saw an opportunity to be able to sell their coffee at higher prices,
demand to help balance the market, but will also assure consumers that producers
they would do so! The fact that the differentials for Brazilian coffee have not risen
will have enough of an incentive to invest in their farms and maintain the quality
along with the price of Mild coffee makes me believe that there is more supply
that the marketplace is demanding. CT
Colombian Oct-Feb Production Down Sharply
Certified Stocks Should Continue to Decline
Judy Ganes' latest comprehensive report– "The Global Soluble Coffee Market" is available for purchase. Visit www.JGanesConsulting.com for more information
Source: FNC
Source: ICE www.CoffeeTalk.com
April 2009
18
UBC
CoffeeTalk
UBC in NYC
Ultimate Baristi USA Mike Love and Ryan Dennhardt sweep the UBC in NYC at the International Restaurant & Foodservice Show of New York. By Danny Johns
Over 18,000 attendees crowded into Jacob K. Javits
champions received the coveted Reg Barber Enterprises
Convention Center March 1 – 3 to witness an amazing array
engraved tampers and all participants received valuable
of talented local baristi go up against two of the nations
“barista tools” and gifts from GEEC/Astoria, Everpure LLC,
finest in a dueling barista competition like no other.
Dr. Smoothie Brands, CDN, Joe Glow/Pallo, Teaposy, and
Dubbed, the “Iron Chef” of coffee, two baristi, someone
signature sling bags from the UBC. Other UBC Sponsors
who expertly prepares coffee, face stiff competition in
included Coffee Talk Magazine, BUNN, Diedrich Roaster
categories of Latte Art, Espresso Frappe, Espresso Cocktail
Manufacturing, Coffee Labs Roasters and Organic Valley
and Best of Brew Challenges. Qualifying winners in each
Family of Farms. The UBC now goes to Dallas, Texas for
category select the Ultimate Barista of their choice in a
the Southwest Foodservice Expo on June 28 – 30th for its
coffee showdown before a live audience on the
2nd year. CT
exhibition show floor! Ryan Dennhardt, Ultimate Barista USA and owner of High Road Consulting faced his challenger from NYC, Sam Penix, of
About the Ultimate Barista Challenge®.
Everyman Espresso in the Latte Art Championship
The Ultimate Barista Challenge (UBC) is an open
Final Challenge. Ultimate Barista Ryan triumphed
competition. Barista enter one to four tasty bouts of
although “a very close match”, said Sherri Johns,
coffee and espresso challenges: Espresso Frappe,
UBC Head Judge and UBC Program Creator. Both
Latte Art, Espresso Cocktails and Best of Brew
baristi created stunning drinks and creative designs
Challenges and those who win go on to challenge
brewing on the Astoria Plus 4 You Espresso Machines
an Ultimate Barista of their choice in a one-on-
featured at the UBC for the first time. Demonstrations
one dueling final contest of fast-paced espresso
at the UBC Stage included the Plus 4 You Espresso
excellence.
Machine, Dr. Smoothie & Café Essentials Brands
is owned and produced by WholeCup Coffee
making 5 Recipes for attendees & audience to taste!
Consulting, LLC. For more info, to register, or
Latte Art, Best of Brew and Espresso Cocktail demos
inquire about available sponsorships, please visit
were lead by the UBC Ultimates and our own Sherri
www.ultimatebaristachallenge.com.
The
Ultimate
Barista
Challenge®
Johns!
Ultimate Barista Mike Love, owner Coffee
Labs Roasters, Tarrytown New York, faced two challenges; Espresso Cocktails & a UBC Espresso Frappe “Showdown”! Barista and Sales Director Joe Palozzi, of Kobicks Coffee met head on with Ultimate Barista Mike in a dizzying array of amazing espresso cocktails. Ultimate Barista Mike Love garnered the UBC Champion Medallion with his espresso version of a “Pisco Sour”.
The
UBC
Espresso
Frappe
Showdown featured Ultimate Barista vs. Ultimate Barista! Ultimate Barista Mike Love took on Ultimate Barista Ryan Dennhardt as a featured event! As NYC Espresso Frappe Champion he received a Commercial 3 hp VitaMix an IPod for the Espresso Cocktail
Caramel Crumble: Original and Honey
Champion and bountiful chocolate gift
FOR A COMPLETE LISTING OF CARAMOO ALL-NATURAL CONFECTIONS:
Blender.
Torani
Syrups
provided
www.caramoo.com
baskets supplied by Ghirardelli. All www.CoffeeTalk.com
T 206. 938.1876
CoffeeTalk
April 2009
www.CoffeeTalk.com
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April 2009
CoffeeTalk
CoffeeTalk Media Content Project CoffeeTalk and The Songbird Foundation have joined forces to compile the first comprehensive digital library of coffee. This new, entertaining, and educational tool will be essential in the development of documentaries, news reporting, training, web videos, and myriad other uses. Songbird, a 501(c)3 non-profit believes that by presenting images that truly represent the coffeelands and their peoples to consumers, awareness and personal knowledge will lead consumers to be willing to pay a premium for gourmet quality coffees.
Costa Rica
Costa Rica By Miles Small
In March, CoffeeTalk’s film crew travelled to Costa Rica’s West Valley and the Tarrazu
region to document coffee in these historic growing regions. Many of the farms in these regions have consistently been finalists in the Cup of Excellence, Starbuck’s Black Apron program, and other awards for coffees of the highest quality.
Faced with high production costs, growers in Costa Rica have increasingly
turned to methods that consistently deliver quality gourmet coffees while reducing costs. Once rare in the country, the use of African drying beds is now almost universally used. Most growers now process their own coffees on site in small beneficios using the semi-washed method in order to comply with Costa Rica’s strict rules for water conservation and sanitation.
With CoffeeTalk as the Producer of the video content, the director and
videographer is John Edwards, post-production is through Flying Spot Productions and Jam-n-Jive Productions. Special recognition must be given to Deli-Café for making all in-country arrangements and especially to Nicolas Mena without whose aid, humor, and language skills (Spanish with a southern drawl) our work in Costa Rica would have been infinitely more difficult.
Soon this library, and additional information and digital content from
coffeelands around the world will be available on CoffeeTalk’s and The Songbird Foundation’s websites. CT
www.CoffeeTalk.com
CoffeeTalk
April 2009
Las Vegas Convention Center June 12-14
Coffee Fest Your #1 Go- To Resource to Thrive and Survive in Specialty Coffee Today. NEW ~ Special Attraction, Thursday Coffee Fest Executive Summit NEW ~ The Ultimate Profitability Seminar NEW ~ Friday New Product Showcase Event See What’s New, Source Inventory, Network with Your Peers
www.CoffeeFest.com www.CoffeeTalk.com
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April 2009
CoffeeTalk Exhibitor Listings
CoffeeTalk
Cirqua Customized Water................. 805.987.7372..........................www.cirqua.com
Java Jacket........................................ 800.208.4128....................www.javajacket.com
Cirqua™ Customized Water? is the recognized expert in water formulation compact water treatment systems; known throughout specialty coffee & tea industry and foodservice for over thirty years. As water provider for SCAA, World Barista Competitors, World Tea Expo, World Cup Miami, please visit www.Cirqua.com for more information! SCAA Booth #1026 See our ad on page #36
The Original Green Coffee Sleeve. Comes in 100% Recycled Natural Kraft or White. Can be Custom Printed with your design. SCAA Booth #305 See our ad on page #19
Coffee Fest........................................ 800.232.0083.................... www.coffeefest.com
Coffee Fest is dedicated to the growth and proliferation of the specialty coffee, gourmet tea and alternative beverage industries. SCAA Booth #434 See our ad on page #21
JAVALYTICS by Madison Intruments, Inc.888.349.3847................. www.javalytics.com
JAVALYTICS by Madison Instruments, Inc. Roast Degree Analyzers simplify the measurement of roast color classification. For fast sampleafter-sample measurements, just load a sample of coffee and touch the easy-to-read, high-contrast screen for instant and consistent results. SCAA Booth #516...................................................................................................See our ad on page #37 Kikkoman Sales USA, Inc................... 800.944.0600...............www.kikkomanusa.com
Coffee Holding Company................... 800.458.2233...............www.coffeeholding.com
ANACAFE/Guatemalan Coffees....................................... www.guatemalancoffees.com
The Guatemalan National Coffee Association (AnacafÈ) represents the interest of 90,000 coffee producers. In order to promote their quality product AnacafÈ has established the brand of Guatemalan Coffees, which represents the exceptional and complex quality of Guatemala's Cup Profile. Renowned and valued by the most demanding markets around the world. SCAA Booth #817...................................................................................................See our ad on page #36 Astoria-General Espresso Equipment Corp. ......................................................... 336.393.0224.........................www.astoria.com
From one bag to a full truck, Coffee Holding Company provides green coffee solutions to specialty roasters including an exclusive selection of Daterra Estate coffees. SCAA Booth #1423 See our ad on page #10 Coffee Shop Manager........................ 866.447.0033..... www.coffeeshopmanager.com
Take POS to a new level using our easy touchscreen system. Including: no fee prepaid/gift card/loyalty system, exports to QuickBooks, full reporting and more! SCAA Booth #1443-1445 See our ad on page #10
Astoria General Espresso is a subsidiary of CMA of Italy, which is one of the largest manufacturer of commercial espresso coffee machines worldwide. CMA has been certified ISO 9001 for the highest quality standards applied to all aspects of the manufacturing process, making its espresso machines the most dependable on the market. SCAA Booth #1339.................................................................................................See our ad on page #38
Comfort Grip Wrap.......................... 847.478.0184........ www.comfortgripwrap.com
Baratza LLC...................................... 877.701.2021....................... www.baratza.com
DaVinci Gourmet/Oregon Chai/Jet..... 800.640.6779...........www.davincigourmet.com
The Comfort Grip Wrap insulating sleeve is the most cost effective sleeve available. Made from fine-woven polyethylene, this sleeve goes on the cup?and stays on! The sleeve?s transparency allows you to see the information printed on the cup. Additionally, the light weight reduces freight costs. Your customers will love it! SCAA Booth #1624.................................................................................................See our ad on page #36
Freshly ground coffee is an essential element of a great cup of coffee. Baratza is dedicated to designing, manufacturing, and selling world class burr grinders to help create exquisite coffee and espresso. SCAA Booth #419 See our ad on page #23
Da Vinci Gourmet™, JET™, and Oregon Chai provide products specially formulated for the specialty coffee industry. SCAA Booth #1329 See our ads on pages #33, 35 and 40
Bodum USA, Inc................................ 877.992.6386................... www.bodumusa.com
Bodum, the original manufacturer of the French press, is known for exceptionally designed gourmet coffee and tea products. SCAA Booth #412 See our ad on page #38
Doi Chaang Coffee, grown in Thailand, is 100% Arabica, single origin, and certified organic. Doi Chaang Coffee Co. is a partnership that allows the villagers to focus on growing world class coffee while the Canadian partners introduce the coffee to North America ...going beyond fair trade! SCAA Booth #432...................................................................................................See our ad on page #37
BriteVision........................................ 877.479.7777...................www.britevision.com
Elan Organic Coffees......................... 619.235.0392................. www.elanorganic.com
BriteVision, the leader in custom cup sleeve production offers cafe's fast and affordable 4-color printing on eco-friendly materials! Learn more at www.britevision.com. SCAA Booth #755...................................................................................................See our ad on page #23 Bunn-O-Matic Corporation............... 800.637.8606........................... www.bunn.com
A passion for quality epitomizes BUNN's commitment to providing customers with the best in beverage equipment and comprehensive service so they can enhance their profits. SCAA Booth #123.....................................................................................................See our ad on page #9 Cablevey Conveyors........................... 641.673.8451.......................www.cablevey.com
Cablevey Conveyors produces dust-tight tubular conveyors that move your roasted whole bean coffee gently using cables & discs. Think Cablevey ? The Gentle Way to Convey! SCAA Booth #119.....................................................................................................See our ad on page #3 Cafè de Costa Rica.......................... 506.2243.7863 www.cafedecostarica.com
Doi Chaang Coffee Company............. 403.236.2895.......... www.doichaangcoffee.com
Supplying the finest quality certified organic and socially responsible coffees in the world while supporting true sustainable partnerships between consumers, farmers and the environment. SCAA Booth #1413 See our ad on page #2 Everpure........................................... 800.323.7873......................www.everpure.com
The world leader in foodservice filtration, we'll ensure your operation has the highest quality water for optimal beverage flavor and aroma, and trouble-free brewing equipment. SCAA Booth #613..........................................................................................See our ads on pages #17, 38 F. Gaviña & Sons................................ 800.428.4627..........................www.gavina.com
Gaviña offers over 150 quality coffees in whole bean and ground, light and dark roasts, in bulk, brick, cans, portion packs, pods and now organic, too! Call for our Free shipping policy SCAA Booth #312 See our ad on pages #25, 27
Costa Rica grows only Arabica top quality coffee, following the best sustainable agricultural, social and environmental practices. 8 regions, 8 flavors, one CafÈ de Costa Rica. Come and join us to celebrate more than 200 years producing the best coffee. Visit us at SCAA show, booth 839. SCAA Booth #839...................................................................................................See our ad on page #36
Fres-co System USA, Inc.................... 215.721.4600.......................... www.fresco.com
Cafe de El Salvador......................... 503.2267.6600 www.salvadorancoffees.com
Fresh Foods Cafe............................... 562.980.9200.............www.freshfoodscafe.com
Salvadoran coffee growers are widely recognized by connoisseurs around the world for their artisan traditions and heritage. Hallmarks: Bourbon, Pacas and Pacamara varietals. SCAA Booth #605...................................................................................................See our ad on page #31 Cafetto USA....................................... 877.263.2567........................ www.cafetto.com
Cafetto manufacturers and distributes cleaners for all types of commercial espresso machines. Tablets, powders, liquids, and also cleaners certified for use with organic coffees. SCAA Booth #244...................................................................................................See our ad on page #38 Capitol Cups..................................... 334.321.3322..................www.capitolcups.com
Capitol Cups has the perfect solution for companies that wish to support the environment and promote a responsible image. Capitol is a leading supplier of reusable spill-proof insulated travel cups. We utilize patented designs and manufacturing processes to produce cups that are attractive and durable. Capitol Cups are cost effective, recyclable, microwave/dishwasher safe and contain no BPA. Capitol Cups reduce the individual waste stream and waste reduction is good for the environment and the bottom-line. SCAA Booth #230...................................................................................................See our ad on page #36 CDCC Products.................................. 888.978.8388...............www.cdccproducts.com
Supplying Customers with pre-made bags, custom-printed rollstock, degassing valves, packaging machinery, pod equipment and service. Fres-co System USA has been the coffee industry's packaging expert for over 30 years. SCAA Booth #1014.................................................................................................See our ad on page #15
Laranzato - Lara Distributing........... 800.748.7538.....................www.laranzato.com
Serious Machines. Silly Prices. Our motto says it all: Laranzato Espresso Machines are the best value for your money in challenging economic times. Manufactured by one of Italy's oldest and most reliable factories, they pair the latest technology and beautiful ergonomic design with a surprisingly advantageous price. Visit us at booth 1146 for a no-obligation demo and enter your chance to win a Laranzato Espresso Grinder. SCAA Booth #1146...................................................................................................See our ad on page #4 LBP................................................... 800.545.6200.........................www.lbpmfg.com
LBP Manufacturing, Inc. is a manufacturer of innovative packaging for the foodservice industry. We specialize in creating packaging for the Coffee and Catering segments. SCAA Booth #950...................................................................................................See our ad on page #13 Novus Tea.......................................... 888.244.3569.................... www.novustea.com/
Single estate loose leaf tea in a biodegradable, pyramid tea bag. 14 flavors that include 6 black teas, 4 green teas, and four herbal flavors. Organic and Fair Trade varieties available. Exceptional merchandising provided. SCAA Booth #1523 See our ad on page #24 Nuova Ricambi USA........................... 916.315.2535.............................www.nrusa.biz
We are the World's #1 Wholesaler of espresso machine & grinder parts providing a large inventory of parts and a complete line of espresso grinders, hoses, fittings, cleaners and accessories. Our stock is continually monitored to provide the highest quality, the best selection and the largest on hand quantities available. SCAA Booth #1342 See our ad on page #21 Probat Burns, Inc.............................. 901.363.5331................www.probatburns.com
Probat Burns, Inc. designs, manufactures and installs quality equipment for processing coffee, green to ground. Our cutting-edge technologies ensure economic and environmentally safe processing systems that exceed international standards of excellence. Probat Burns, Inc. manufactures roasters for laboratories, shops, gourmet and industrial applications. SCAA Booth #829.....................................................................................................See our ad on page #7 Service Ideas, Inc............................... 888.999.8559.................www.serviceideas.com
Since 1946, Service Ideas has been a leader in the foodservice industry offering an extensive line of products for insulated beverage service. SCAA Booth #250 See our ad on page #38 Smoothie Essentials Supplement-Boosts ......................................................... 415.382.6535......www.smoothieessentials.com
Smoothie Essentials offers 18 Different SUPPLEMENT BOOSTS FOR ANY BLENDED BEVERAGE. HEALTHY DRINKS = HEALTHY PROFITS. Functional Drinks (with Boosts Included) Smoothies, Frappes and Blended Beverages provide multi-dimensional answers to Americans health and wellness concerns. Coffee merchants can attract the growing ranks of consumers wanting to get a quick energy boost. SCAA Booth #1520.................................................................................................See our ad on page #37
Fresh Foods Cafe is a full service restaurant located in Long Beach, Ca. Fresh Foods specializes in from scratch preparations. True Beans Coffee Roasters roasts specialty coffee, from Elan Organics, in the restaurant. Additionally, True Beans makes all of their own syrups for their coffee drinks. Wholesale coffee is available nationwide. Custom blending and roast profiles is our specialty SCAA Booth #1413.................................................................................................See our ad on page #34
Stix To Go.......................................... 800.435.6789.......................www.stixtogo.com
George Howell Coffee Company........ 866.444.5282................www.terroircoffee.com
Visions Espresso Services.................. 800.277.7277............www.visionsespresso.com
GotMoJo? Raise the coffee quality bar, and achieve the SCAA Golden Cup Standard for all of your favorite Specialty Coffees. ExtractMoJo: http://software.terroircoffee.com/ SCAA Booth #217 See our ad on page #31
Quality equipment, accessories, training materials, tools, and parts for commercial or professional home use. Visit our new website at www.visionsespresso.com or call us at 1-800-277-7277. SCAA Booth #1533 See our ad on page #30
StixToGo is an innovative and elegantly simple device that prevents coffee spills by sealing the hole in the domed coffee lid. While doing so it creates unrivaled advertising opportunities with consumers that are directly at eye level and 100% interactive. SCAA Booth #729...................................................................................................See our ad on page #37
Green Good....................................... 800.319.8906...................www.greengood.com
Carrie Cups' GreenGood products are environmentally friendly A.I.R. Insulated Cups made from 42% post-consumer recycled material and are eco-friendly & biodegradable. Carrie Cups caters to the independent Coffee House or Roaster with low minimums, free shipping and excellent customer service with a personal touch. Visit our product offering at SCAA booth # 647 or online at www.CarrieCups.com SCAA Booth #647...................................................................................................See our ad on page #31
Vita-Mix Corporation........................ 800.437.4654.....www.vitamix.com/foodservice
Since 1921, the Vita-Mix™ Corporation has been a leader in blender technology. SCAA Booth #818 See our ads on pages #38, 39 Weldon Flavorings............................. 502.797.2937........www.WeldonFlavorings.com
Grounds for Health........................... 802.241.4146..........www.groundsforhealth.org
Our patented filter pouch cleaner, chemical packaged in a tea paper pouch, makes cleaning as easy as brewing a pot of coffee or tea. It keeps all coffee & tea urns clean without scrubbing; and, rinsing is easy and complete because our chemical is non soapy - no left over chemical residue or after taste. The cleaner is safe on all glass, plastic and stainless steel servers. Visit our website for a complete line of Espresso Machine Cleaners. www.cdccproducts.com. SCAA Booth #335...................................................................................................See our ad on page #36
Grounds for Health collaborates with coffee communities, cooperatives, and local health professionals to improve access to women?s health services in coffee-growing communities in Latin America. Grounds for Health focuses on the prevention and early treatment of cervical cancer, the leading cause of cancer deaths in women worldwide. The specialty coffee industry provides us with vital support. SCAA Booth #1032.................................................................................................See our ad on page #37
Cimbali USA, Inc................................ 312.265.8100........................... www.cimbali.us
Hartley Transportation is a leader in green bean and processed coffee transportation. We are able to pick up and deliver your shipment at a competitive rate, along with a premier level of service and would love the opportunity to assist with any of your Truckload, Less Than Truckload, and Intermodal-Rail needs! SCAA Booth #1522.................................................................................................See our ad on page #36
LaCimbali offers a full-line of espresso equipment, from elegant, innovative, traditional machines to patented feature-rich superautomatics. Whatever your need, There's a Cimbali for That! SCAA Booth #1713.................................................................................................See our ad on page #38
Pearl. It Performs. No other brand steams so satiny smooth. Barista-quality Pearl™ Organic Soymilk?s rich, creamy, flavor and consistency make it the best choice for hot and cold specialty drinks. Available in 6 delicious flavors; packaged in aseptic, shelf-stable 32-oz. cartons and single-serve 8.25-oz. portions (some flavors). Visit us at booth #1414. www.kikkomanusa.com SCAA Booth #1414.................................................................................................See our ad on page #37
Hartley Transportation LLC.............. 800.427.8539................www.hartleytrans.com
www.CoffeeTalk.com
In 1995 Weldon Flavorings created pure, unsweetened flavorings containing absolutely no added sugar, artificial sweetener, creamers, powders, carbs, fats, sodium, caffeine, or bitter aftertaste! The Weldon pre-measured pump system makes perfect flavored coffee, one-cup-at-a-time! Our 9 delicious flavor selection is ideal for coffees, teas, food items and desserts. Weldon Flavorings - 'Swirl the Flavor, Savor the Taste' SCAA Tabletop 6.......................................................................................................See our ad on page #37
CoffeeTalk
April 2009
www.CoffeeTalk.com
23
Grinders 24
April 2009
As the first quarter 2009 winds down, the biggest question on everyone’s minds is “How is business going in this economic downturn?” With that I mind, we decided to ask a few companies what is new in the category and how their business is doing in 2009.
While the current economic situation is challenging for all segments of the coffee industry, companies are charting their course for business in 2009 with optimism. To help during these times, companies such as Ditting are focusing on “keeping prices down as much as possible so that quality grinders are attainable even for new business owners,” explains Nancy Wideman, national sales manager of Ditting. The company has seen a flux of used grinders surfacing on the market, “which can certainly help new businesses with their start-up budgets, and it also helps companies expand when funds are limited,” adds Wideman. “We continue to offer the highest level of customer service to support and promote our coffee grinders and increase customer confidence in our brand and our company.” For Baratza, the first quarter 2009 sales are way up from the same time last year,” says Kyra Kennedy, who also notes that the company has been gearing up to sell internationally. “Our biggest challenge right now is keeping up with demand.” Kennedy hypothesizes that strong sales are a result of people spending less on coffee in the café, and preparing coffee at home. She adds, “And a good grinder is one of the most important parts of great coffee at home.” In addition to the economy, top-of-mind issues retailers are offering customers are “easy to use equipment that requires minimal labor or training, as well as energy efficiency,” explains Kevin Curtis of Wilbur Curtis. “The strong specialty coffee market is pushing operators to produce the very best coffee product for their customers,” he adds. To that end, 2009 will bring new grinder offerings for many companies. The new Curtis “Grind by Weight” Grinder is a key component of the company’s 2009 new product introductions. “Utilizing Curtis Generation Three (G3) technology, the unit now features a sensor that changes the grinding process,” explains Curtis. “Instead of grinding coffee beans by time, operators can now grind by the weight of the beans in the basket. This new technology automatically senses the weight of the beans and produces a more precise, more accurate grind. The unit also features burrs that cut the beans vs. crushing them, which results in a more accurate coffee grind and a higher quality cup of coffee.” Advances in the grinder industry are ensuring that the retail industry can worry less about equipment and focus more on the bean,” says Wideman. Ditting continues to focus on new product development to keep up with the demands of the industry in design and craftsmanship of the company’s retail, light-industrial and espresso grinders. “We have a special focus on the KE640 on-demand espresso grinder and the retail model KR805 as the latest and most advanced designs we have come out with in several years,” says Wideman. “Our place in the espresso grinder market will be expanded this year with the new KED640 double on-demand espresso grinder coming into full production.” Further, the company sees a huge demand for quality grinders that meet safety and sanitation certifications with a modern design and a smaller footprint. “This has prompted Ditting's latest model, the KR805. With a faster output and a smaller footprint than Ditting's 804 series, the KR805 meets the requests of our customers while adding innovative new designs and safety features. The KR805 utilizes a modular system that makes cleaning and maintenance fast and easy. The grinding chamber is the first of its kind to utilize a magnetic mounting system - not only are there less screws to remove and possibly lose, the absence of screws also helps to speed up the output.” Likewise, Darcy Simonis, vice president for Cimbali USA, Inc. sees the growth in “’on demandstyle grinders, because they take out the guess work, and the freshness of the coffee increases the quality of the product. We are also seeing an increase in the traditional machines using pod adapters. This once again, takes any guesswork out of brewing, but also it takes away the need for a grinder.” The hottest trend right now is for portion control espresso grinders. Gary Horne, general manager and vice president for Astoria-GEE explains that these grinders cut down on mess and wasted coffee. The Grind on Demand grinder offered by Astoria comes in either a single or dual hopper versions, each with two programmable doses per
CoffeeTalk
Grinders By Laura Everage
hopper. By providing the appropriate amount of coffee directly into the portafilter, this machine virtually eliminates waste all together. Also available from Astoria is the Robur E, which is similar and is the choice for many sophisticated baristi. To help customers increase their consistency of product, FETCO has just released a new hopper design for their current GR 2.0 series grinders, which improves the bean flow from the hopper to the grinding chamber. This improved flow ensures a consistent grind and throw weight. Grindmaster is keeping up with brewing technologies, and has been at the forefront of making these technologies accessible to operators. The company’s equipment has allowed “the operator the ability to match day part volume requirements with specific brewing technologies facilitating waste reduction while maintaining a consistent flavor profile,” says Lisa Klein, senior vice president, worldwide sales, Grindmaster Corp. “For example, pairing a removable hopper grinder, such as the Grindmaster 250RH, with a PBIC-430 allows the operator to create the ultimate brewed beverage program.” According to Brad Cliburn, Director of Product Management, Bunn-O-Matic Corporation, the BrewWISE® system allows the coffee brewing recipe to be communicated from the grinder to the brewer via RFID technology starting with the Multi-Hopper Grinder (MHG)or G92T DBC. The system's error-free operation offers innovative, simple control over the brewing process, consistency from location to location, and safety for those brewing coffee. Further, “Grinders with removable hoppers are also important to customers,” Cliburn says. “The MHG remains popular because it is part of the BrewWISE system, it allows users the flexibility to change coffees without any set up, and the MHG is reliable. The MHG has 2 front-loading, removable hoppers that hold up to 6 lbs. each of regular, decaf, or specialty beans. The grinder's removable Smart Hopper™ uses a computer chip to store individual grind weight profiles for the coffee inside. This feature eliminates the need for the person brewing the coffee to remember complicated recipes.” For Baratza, the introduction of the Vario Grinder in February is what will help drive sales in 2009. The grinder falls between the home segment and the commercial segment, what Kennedy refers to as “the mezzo class.” The Vario offers easy adjustability for any style of coffee, a small footprint, and commercial burrs made by Mahlkönig. “I think the customer is beginning to understand that grinding the beans fresh is very important to the taste of the coffee, and they are also also beginning to understand that different grinds are required for different kinds of coffee, and are seeking that in a grinder that can be used at home,” says Kennedy. At a recent Coffee Fest, Michele Galla of Espresso Best Inc. saw that “real coffee geeks want to have a traditional grinder, where they can focus on the different types of burrs and no automation. But, she adds, “when we approach restaurants, we emphasize the use of the pod system for consistency. The best success we have had is with the superautomatic machines, where the grinder is important, but less control from the user side, because they don’t want to mess around with it. And, the grinder is a big mystery for newcomers to the business.” Whether it is at retail or at home, there is a demand for better quality beverages. At a time when consumers are scrutinizing every purchase, high quality grinders that offer ease of use and consistency, give retailers the ability to produce quality results that will help keep customers coming back for more. CT
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Grinder Directory Company
Phone
1st Line Equipment, Llc.........................................................888.933.5947 Abruzzo Italian Imports.........................................................905.857.5059 Arbuckle Coffee Roasters.......................................................800.533.8278 Aroma Cafe Culture................................................................310.743.2030
Astoria-General Espresso Equipment Corp.......336.393.0224
Web
See our ad on page #
www.1st-line.com/ www.araazzurro.ca www.arbucklecoffee.com www.aromacafeculture.com
www.astoria.com
Atlanta Coffee Supply Group.................................................404.799.7774 Automatic Brewers and Coffee Devices, Inc.........................610.828.6000 Boyd Coffee Company............................................................800.545.4077 Bravo Systems International, Inc...........................................800.333.2728 Brewmatic...............................................................................800.421.6860 Briel America, Inc...................................................................770.509.3006 Burgess Enterprises................................................................800.927.3286 Caffe D'Arte............................................................................800.999.5334 Caravan Coffee........................................................................503.538.7365 Carolina Coffee Roasting Company........................................800.457.2556 Carrboro Coffee Company......................................................919.968.4760 Cascade Beverage Service......................................................425.338.9408 Cecilware Corp........................................................................718.932.1414 Coastal Caffeine......................................................................757.342.0821 Coffee City USA......................................................................888.583.9526 Coffee Equipment & Service Co.............................................214.728.7884 Coffee Express Co...................................................................734.459.4900 Coffee Klatch Roasting...........................................................877.455.2824 Coffee Roasters of Arizona.....................................................480.948.1419 Coffee Roasters of New Orleans............................................248.254.3220 Concordia Coffee Systems......................................................800.995.9019 CORA Italian Specialties, Inc..................................................708.482.4660 Crossroads Espresso...............................................................541.344.4600 Cuppa Coffee Cafe..................................................................912.297.9273 Durango Coffee Company......................................................800.748.2275 Emerald City Espresso Ii.......................................................206.935.0663 Espresso + Rescue................................................................360.528.7142 Espresso Best..........................................................................630.616.5500 Espresso Machine Experts......................................................888.909.0002 Espresso Midwest, Inc. Advanced Coffee Systems..................612.825.4167 Espresso Partners, Inc............................................................866.432.5282 Espresso Parts Northwest......................................................360.357.7781 Espresso Services, Inc.............................................................612.746.8880 Espresso Southeast.................................................................770.867.3111 European Gift & Houseware..................................................800.927.0277 Everything Coffee & Tea........................................................770.889.0336 Expresso Italiano....................................................................949.521.2545 F&O Imports...........................................................................800.826.0796 Faema USA / Jason Enterprises............................................866.443.2362 Fiorenzato USA.......................................................................888.899.0008 Fortuna Enterprises, LLC........................................................336.316.1256 Franke Coffee Systems North America..................................800.367.0235 Franke Kaffeemaschinen AG...................................................†+41627873131 Fratelli Coffee Co....................................................................847.671.7300
www.lakehousecoffee.com www.abcd.biz www.boyds.com www.bravo-systems.com www.brewmatic.com www.smithagy.net www.burgessenterprises.net www.caffedarte.com www.caravancoffee.com www.carolinacoffee.com www.openeyecafe.com www.cascadebeverage.com www.cecilware.com www.coastalcaffeine.com www.coffeecityusa.com www.espressoeq.com www.coffeeexpressco.com www.klatchroasting.com passportcoffee@yahoo.com www.orleanscoffee.com www.concordiacoffee.com www.corainc.com www.coffeestuff.com www.comingsoon.com www.DurangoCoffee.com www.emeraldcityespressomachines.com www.espressorescue.com www.espressobest.com www.espressomachineexperts.com www.espressomidwest.com www.espressopartners.com www.espressoparts.com www.espresso-services.com www.espressosoutheast.com www.europeangift.com www.everythingcoffee-tea.com www.expressoitaliano.org www.fandoimports.com www.faema.com www.fiorenzatocs.com www.coffeeshopsolutions.com/ www.franke-cs.com www.franke-cs.com www.fratellicoffee.com
Globex America......................................................................214.353.0328 Great Northern Coffee Co., Inc.............................................800.216.5323 Grindmaster Corporation.......................................................800.695.4500 Gruppo Cimbali......................................................................†+3902900491 Gruppo Cimbali S.p.A. / Faema............................................. info@faema.it
www.cavallinicoffee.com www.greatnortherncoffee.com www.grindmaster.com www.cimbali.com www.faema.it
Harvest Cafe Coffee Roasters.................................................317.585.9162 HGZ AG...................................................................................†+41444875757 Importika................................................................................888.389.4123 Independence Coffee Co.........................................................979.836.3322 Indigo Coffee Roasters...........................................................800.447.5450 Island Coffee...........................................................................800.829.6724 Jack Rockwell LLC..................................................................718.414.7847 Java D'Oro Gourmet Coffee Roasters....................................800.381.1752 Java Joe's Roasting Co., Inc..................................................607.348.0444
www.harvestcafecoffee.com www.hgz.ch www.importika.com www.independencecoffee.com www.indigocoffee.com www.islandcoffee.com www.jackrockwell.com www.javadoro.com www.javajoesroasting.com
George Howell Coffee Company.......................866.444.5282
Gruppo Cimbali S.p.A. / USA, Inc......................312.265.8100
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Company
Phone
JavaMania Coffee Roastery Inc.........................888.280.5282 john conti Coffee Co..............................................................502.499.8600 Johnson Brothers Coffee Roasters, Inc..................................608.256.5282 K&F Select Fine Coffees.........................................................800.558.7788 Kobricks Coffee Co..................................................................201.656.6313 Krups.......................................................................................781.306.4660 La Marzocco, S.r.l....................................................................†+39055401390 La Pavoni Espresso machines................................................800.927.0277 Lacas Coffee Co......................................................................856.910.8662 Lakehouse Coffee....................................................................404.799.7774
www.johnconti.com www.johnsonbrotherscoffee.com www.kfcoffee.com www.kobricks.com www.krupsusa.com www.lamarzocco.com www.europeangift.com www.lacascoffee.com www.lakehousecoffee.com
LaRue Coffee...........................................................................800.658.4498 LaSpaziale USA.......................................................................206.764.4557 Leodoro Coffee Systems.........................................................888.442.6333 Lowery & Co. Inc...................................................................360.668.4545 Maatouk Maison du Cafe.......................................................see web MACAP SRL..............................................................................39.0415000.000 Maui Coffee Roasters..............................................................808.877.7780 Michaelo Espresso, Inc...........................................................800.545.2883 Midwest Java Source..............................................................877.600.7711 Mr. Espresso............................................................................510.287.5200 National Cappuccino..............................................................780.421.8555 Nespresso................................................................................800.566.0571 NetShops, Inc..........................................................................402.502.8403
www.laruecoffee.com www.laspazialeusa.com www.leodoro.com www.loweryscoffee.com www.cafemaatouk.com www.macap.it www.mauicoffeeroasters.com www.michaelo.com www.midwestjavasource.com www.mrespresso.com www.nationalcappuccino.com www.nespresso-pro.com www.chocolatefountains.com
Origin Coffee Roasting...........................................................†+27214211000 Pacific Bay Coffee Co. & Micro-Roastery...............................925.939.3908 Pacific Espresso......................................................................831.429.1920 Palm Beach Specialty Coffee, LLC.........................................561.881.0803 Performance Food Centers.....................................................610.685.3733 X 113 Pioneer Coffee Roasting Company.........................................509.674.4100 Portland Roasting...................................................................800.949.3898 Procaffe' USA, Inc...................................................................732.802.9400 PT's Coffee Roasting Company..............................................785.862.5282 Rancilio North America Inc....................................................630.427.1703 Rayjen Coffee Company..........................................................541.347.4065 Restaurant Equipment Co......................................................501.268.1515 Rosito Bisani..........................................................................800.848.4444 Saeco USA...............................................................................440.528.2000 Sandalj Trading Company SPA...............................................†+390406767915 Schaerer USA Corporation......................................................888.989.3004 Seattle Coffee Gear................................................................866.372.4734 Seattle Gourmet Coffee..........................................................206.417.5599 Stanton Coffee........................................................................866.280.1230 Strategic Directions Associates, Inc........................................212.288.5584 Swiss Systems Inc...................................................................310.689.2372 Synesso, Inc............................................................................206.764.0600 Tech-1 Services.......................................................................509.536.0524 Techni-Brew International......................................................503.666.4545 Technologies Coffea inc..........................................................418.660.2233 The Buckhead Coffee Company.............................................866.407.3090 Topeca.....................................................................................918.398.8022 Unic USA Corp........................................................................425.338.9040 US Roasterie...........................................................................515.243.8805 Vail Mountain Coffee & Tea...................................................970.827.4008 Vaneli's....................................................................................866.482.6354 VE Global Solutions, LLC........................................................800.321.2511 Versalab...................................................................................970.622.0240
www.originroasting.co.za www.pacificbaycoffee.com www.pacificespresso.com www.palmbeachcoffee.com www.performancefoodcenters.com www.pioneercoffeeco.com www.portlandroasting.com www.procaffe.com www.ptscoffee.com www.rancilio.com www.rayjencoffeeco.com www.BIGREDR.COM www.rosito-bisani.com www.saeco-usa.com www.sandalj.com www.schaererusa.com www.seattlecoffeegear.com www.seattlegourmetcoffee.com www.stantoncoffee.com www.stratdir.com www.swisssystems.com www.synesso.com www.comingsoon.com www.boyds.com www.coffeainc.com www.buckheadcoffeecompany.com www.topecacoffee.com www.unic-sa.com www.usroasterie.com www.vailcoffee.com/welcome.php www.vanelis.com www.veglobal.net www.versalab.com
Vp Coffee Company................................................................919.929.4660 Water Street Coffee Joint......................................................269.373.2840 Wega U.S.A..............................................................................336.662.0766 WMF of America, Inc.............................................................954.583.2269 Zingerman's Coffee Co...........................................................734.929.6060
www.vpcoffee.com www.waterstreetcoffeejoint.com www.wegausa.com www.wmf-usa.com www.zingermanscoffee.com
Laranzato - Lara Distributing..........................505.888.5892
Nuova Ricambi USA.............................................916.315.2535
www.terroircoffee.com
31
www.cimbali.us
38
Web
Visions Espresso Services.................................800.277.7277
Call or visit us at SCAA Show Booth #312!
www.CoffeeTalk.com
www.javamaniacoffee.com
See our ad on page # 37
www.laranzato.com
4
www.nuovaricambi.us
21
www.visionsespresso.com
30
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April 2009
CoffeeTalk
Specialty Coffee Roasters AK AK AK AL AL AL Alajuela Alberta AR AR AR AR AZ AZ AZ AZ AZ AZ AZ AZ AZ AZ Bahrain BC BC Beijing C.A. CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA Cape CO CO
Homer Juneau North Pole Birmingham Birmingham Birmingham Naranjo Calgary Bentonville Fort Smith Fort Smith Rose Bud Gilbert Guadalupe Scottsdale Scottsdale Scottsdale Tempe Tempe Tempe Tucson Tucson Manama Mission Richmond Beijing San Salvador Alhambra Baldwin Park Canoga Park Ceres Ceres Coronado, Davis El Cajon El Cajon Emeryville Emeryville Eureka Fairfield Fremont Hartford Hayward Irvine Irvine Long Beach Los Angeles Los Angeles Los Angeles Los Angeles Menlo Park Mentone Murrieta Murrieta Newport Beach Oakland Oakland Oakland Pasadena Pasadena Redway Redwood City Richmond Rocklin Sacramento Sacramento Saint Helena San Diego San Diego San Francisco San Francisco San Francisco San Jose San Jose San Rafael Santa Cruz Santa Fe Springs Santa Rosa South San Francisco, Vernon Walnut Creek Cape Town Buena Vista Colorado Springs
K Bay Caffe' Roasting Company, LLC. 907.299.0880 Heritage Coffee Co. 800.478.5282 North Pole Coffee Roasting Company 907.488.7190 Treasure Cup Coffee Roasters 205.444.1446 Royal Cup Coffee Roasters 800.366.5836 Red Mountain Coffee Roasters 205.945.8970 Aventura Cafe Ltda. †+50624545739 Doi Chaang Coffee Company 403.236.2895 Kennedy Coffee Roasting Company 479.464.9015 Silver Joe's Coffee Company 866.558.6333 Fresh BeanZ Coffee 479.452.2404 RoZark Hills Coffee Roasterie, Inc. 501.556.5808 Blue Otter Coffee 312.327.1970 Coffee De Mexico Corporation 480.820.5222 Village Coffee Roastery 480.905.0881 Volcanic Red Coffees 480.922.3674 Coffee Roasters of Arizona 480.948.1419 Lost Dutchman Coffee Roasters 623.217.1304 Cortez Coffee Roasters 800.992.6782 Momentto Coffee Roasting Company 480.948.8501 Arbuckle Coffee Roasters 800.533.8278 Roaster X 520.791.0400 New York Coffee WLL 973.176.23584 Grab-a-Java 604.826.5282 Canterbury Coffee Corp. 604.270.2326 Noble-Food Company (Beijing) LTd †+008613371711750 Specialty Coffee Association of El Salvador †+50322088318 La Mill Coffee Specialists 606.202.0100 Tropical Premium Coffee 866.813.1006 Rocky Roaster 818.347.1378 Chatz Roasting Company 800.792.6333 Chatz Roasting Co 209.541.1100 Blue Bridge Coffee 619.435.5300 Java Detour 530.756.8020 Renegade Roaster Design Group 619.590.3600 Ponderosa Roasting Maintenance & Manufacturing 619.590.3600 Peet's Coffee & Tea 510.594.2100 Wild Card Roasters 800.328.1178 Humboldt Bay Coffee Co 800.787.5282 Far East Asian Trading Co., LTD 707.425.3488 Sujus Coffee & Tea 510.742.8880 Conneticutt Espresso 860.808.9581 CAFFE' CULINAIRE-Java Roasteries, Inc 510.783.1010 Danesi Caffe USA Inc. 646.742.9798 Halo Brand 949.551.2588 It's A Grind Coffee Franchise, LLC 562.594.5600 Groundwork Coffee Co. 323.930.3910 The Coffee Bean & Tea Leaf 800.832.5323 Mocha Kiss Coffee 323.512.9800 Start-up / 704 5649679 Josuma Coffee Company 650.366.5453 Inland Empire Coffee Company 909.794.2255 Java Kai 866.528.2524 Cafe Bravo Coffee Roasting Co. 951.691.5420 Kean Coffee 949.642.5326 Bartlett Coffee Company 510.697.1234 Mr. Espresso 510.287.5200 Scarlet City Roasting 510.708.1402 Jones Coffee Roasters 626.564.9488 Jones Coffee Roasters 800.729.8114 Signature Organic Coffee Roasters 707.923.2661 CoffeeTec Roastery Development 650.556.1333 Catahoula Coffee Company & Roastery 510.235.0525 Vaneli's 866.482.6354 Java City 877.528.2289 Beantrees Organic Coffee Co. Inc. 916.444.1164 707.286.4062 Napa Valley Coffee Roasting Company, Inc Java Jones CoffeeHouse 619.696.5007 Caffe Calabria 619.683.7787 Coffee Magic/Cup at a Time 415.587.5187 Jeremiah's Pick Coffee 877.537.3642 House of Coffee 415.681.9363 Willow Tree Coffees 408.472.7086 Barefoot Coffee Works 408.293.7200 Equator Estate Coffees & Teas, Inc. 800.809.7687 Pacific Espresso 831.429.1920 Apffels Coffee Co. 800.443.2252 Loring Smart Roaster 707.526.7215 Mountanos Brothers Coffee Company 800.624.7031 F. GaviÒa & Sons, Inc. 800.428.4627 Pacific Bay Coffee Co. & Micro-Roastery 925.939.3908 Origin Coffee Roasting †+27214211000 The Buena Vista Roastery 719.395.4991 Buy Well International 877.294.6246
CO Colorado Springs Silk Road Trading Company 719.243.3372 CO Denver The Great American Coffee Company 303.922.4383 CO Denver Gourmet Reserve LLC 720.849.3213 CO Denver Boyer Coffee Company, Inc. 800.452.5282 CO Denver ink! Coffee 877.223.3465 CO Denver Visionary Gourmet Coffee 303.242.5639 CO Denver Dazbog Coffee Company 303.892.9999 CO Denver Cafe Novo Coffee Roasters, LLC 303.295.7678 CO Denver Kaladi Coffee 720.570.2166 CO Durango Durango Coffee Company 800.748.2275 CO Englewood Mountain State Golden Roast, LLC 303.868.4454 CO Inglewood Elevation Coffee Traders 303.922.3104 CO Minturn Vail Mountain Coffee & Tea 970.827.4008 CO Pueblo Solar Roast 719-544-2008 CT Hartford Baronet Coffee Inc. 860.527.7253 CT New Haven One World Coffee & Tea 203.376.1589 CT Stamford Raus Coffee Co 203.820.9434 DE Delaware City Delaware City Coffee Company 302.832.3303 Fco. Morazan Comyaguela Gabriel Kafati Inc. 504.225.1675 FL Boca Raton Baby Cakes, LLC 954.464.8283 FL Cape Coral Java D'Oro Gourmet Coffee Roasters 800.381.1752 FL Clearwater Cinnamon Bay Coffee Roastery 727.466.9200 FL Cocoa Beach Wahoo Coffee Co 321.799.2464 FL Coral Gables Cafe Bom Dia 888.470.8010 FL Deerfield Beach Boca Java 954.949.2019 FL Fernandina Beach Latitudes Coffee Roasters & Tea Merchants 904.277.8081 FL Fort Lauderdale Javalution Coffee Company, Inc. 800.260.6114 FL Gainesville Sweetwater Organic Coffee Company 352.372.8342 FL Key West Baby's Place Coffee Bar, Inc. 305.744.9866 FL Melbourne Corsair Coffee Corp. 316.941.9995 FL Miami Cafe Don Pablo 305.249.5628 FL Miami Colonial Coffee Roasters, Inc. 305.634.1843 FL Miami Natura Products USA Inc. 305.853.8738 FL Port Charlotte Mrs. McDougalls Roasting House LLC 941.276.0381 FL Santa Rosa Beach Amavida Coffee and Trading Company 850.376.1650 FL Sarasota Latitude 23.5 Coffee & Tea 877.260.9212 FL South Miami Abecafe Plantations LLC 786.385.5945 FL St Augustine Mystic Bean Coffee Company 904.669.7610 FL st petersburg Kahwa Coffee Roasting 727-388-1340 FL Tampa Valrico BROS. Coffee Co. 866.792.3267 FL Tampa Javamo Coffees Inc. 877.282.7066 FL Tampa Bay Coffee & Tea Company 813.735.3970 FL Tampa Joffrey's Coffee & Tea 813.250.0404 GA Alpharetta Mirak Spice and Trading Company 770.866.0508 GA Americus Cafe Campesino, Inc. 888.532.4728 GA Atlanta Partners Coffee Company 404.344.5282 GA Atlanta Atlanta Coffee Roasters 404.636.1038 GA Atlanta Beanealogy 678.296.1770 GA Atlanta The Buckhead Coffee Company 866.407.3090 GA 800.642.5282 Atlanta, J. Martinez & Company - Coffee Merchants GA Chamblee BlackGold Coffee Company 678.315.5717 GA Cleveland JumpinGoat Coffee Roasters 706.219.1820 GA Marietta Rona Inc 770.421.9600 GA Roswell Viazza Coffee 770.664.5176 GA Senoia Jungljava Coffee Co. 678.463.7836 GA Senoia Coffee By David 770.599.1932 GA Smyrna Lakehouse Coffee 404.799.7774 GA Smyrna Atlanta Coffee Supply Group 404.799.7774 Guatemala Guatemala Cafe P11 †+50223371651 Heredia Barrio Mercedes Norte Cafe Britt 800.462.7488 HI Capt. Cook Captain Cook Coffee Co 808.322.3501 HI Captain Cook Fike Farms 808.328.2265 HI Captain Cook Koa Coffee Plantation 808.328.8803 HI Captain Cook Makahiki Farms 800.896.0350 HI Hanapepe Lappert's Hawaii 808.335.6121 HI Hawaii Cafe Cabo Coffee Roasters 808-778-7609 HI Holualoa Buddha's Cup 808.322.6712 HI Kahului, Maui Maui Coffee Roasters 808.877.7780 HI Kailua-Kona Kona Brothers Coffee Roasting Inc. 808.331.0800 HI Kailua-Kona Hula Bean Coffee Inc. 808.329.6152 HI Kalaheo Kauai Roastery 808.338.9899 HI Kauai Kauai Coffee Co. 808.335.3440 HI Kealakekua Greenwell Farms Inc. 808.323.2862 HI Kealakekua, Kona Kona Joe Coffee LLC 808.322.2100 HI Kihei Hawaiian Royal Trading 800.311.1818 HI Mountain View Hilo Coffee Mill 808.968.1333 HI Ocean View Hawaiian Moonbeams Coffee 808-929-9904 IA Cedar Rapids L & L Coffee Company 319.361.4787 IA Des Moines US Roasterie 515.243.8805 IA Des Moines Coffee Concern Inc.DBA: Zanzibar's Coffee Adventure 515.244.7694 IA Hiawatha Roasters Coffee House 319.393.6001 IA Urbandale Friedrichs Coffee 888.612.5050 ID Coeur d' Alene 877.432.7890 Cafe Avion www.CoffeeTalk.com
ID Sand Point IL Bourbonnais IL Chicago IL Chicago IL Chicago IL Chicago IL Chicago IL Chicago IL Deer Park IL Downers Grove IL Hanover IL Huntley IL Loves Park North Chicago IL IL Palos Hills Plainfield IL IL Schiller Park IL Spring Grove IL Washington IL Woodridge IN Avon IN Greencastle, IN Indianapolis IN Indianapolis IN Indianapolis IN Indianapolis IN Muncie IN noblesville Karnataka Bangalore KS Lawence Shawnee KS KS Topeka KS Topeka La Grange KY KY Louisville LA Covington LA Kenner LA Metairie LA New Orleans LA Shreveport LA Shreveport MA Acton MA Canton MA Malden MA Northampton MA Northborough MA Salem MA Sommerville MA West Bridgewater MA West Newbury MA West Wareham Manitoba Clandeboye MD Annapolis MD Baltimore MD Bethesda MD Crofton MD Millersville MD Nottingham MD Rockville ME Freeport ME Rockland ME Westbrook MI Ann Arbor MI Bay City MI Brooklyn MI Farmington Hills MI Flushing MI Grand Rapids MI Jackson MI Kalamazoo MI Kalamazoo MI Lansing MI Nunica MI Okemos MI Plymouth MI Traverse City MI Troy MI Walled Lake MI Westland MN Anoka MN Minneapolis MN Minneapolis MN Minneapolis MN Minneapolis MN Mpls MN Paynesville MN Waconia MO Chesterfield
Monarch Coffee Inc. 208.265.9382 Moon Monkey Coffee Company 815.304.1922 JSL SADECV 773.680.0623 La Capannina Coffee 708.453.5840 Chicagoland Beverage Company 312.455.1955 Intelligentsia Coffee Roasters & Tea Blenders 312.563.0023 The Coffee and Tea Exchange 866.266.1936 Metropolis Coffee Company 773.764.0400 HealthWise Gourmet Coffees LLC 800.984.0000 Sara Lee Foodservice 800.682.7272 Coffeemaria 630.768.2043 Chicago Coffee Roastery, Inc. 847.669.1156 JavaMania Coffee Roastery Inc. 888.280.5282 Coffee Fresh, Inc. 847.578.0772 South Chicago Coffee 708 228.0873 Kingdom Coffees, Inc. 815.609.6982 Fratelli Coffee Co. 847.671.7300 Coffee Masters, Inc. 800.334.6485 Just Beans Coffee Co. 309.219.2326 Sun Rich International 630.972.0306 Bear Creek Coffee 317.272.1446 Jameson Coffee 800.694.9559 Hubbard and Cravens Coffee Company 317.251.3198 Julian Coffee Roasters 317.247.4208 Stanton Coffee 866.280.1230 Harvest Cafe Coffee Roasters 317.585.9162 Alliance World Coffees 765.282.1004 Noble Coffee & Tea 317.773.0339 Badra Estates & Industries Ltd. 91.80.22867065 Z's Divine Espresso, Inc. 785.842.7651 Sunflower Coffee Roasting 913.262.2229 Cuppa Jane Coffee and Tea 877.273.5282 PT's Coffee Roasting Company 785.862.5282 Safai Enterprises DBA Java Brewing Company 502.222.8922 john conti Coffee Co. 502.499.8600 New Orleans Coffee Works 866.766.6629 Coffee Roasters of New Orleans 248.254.3220 C.E. Colomb Co., LLC 504.304.1224 French Market Coffee 800.554.7234 TheArtofCoffee.org 318.347.3205 Jelks Coffee Company, Inc. 800.235.7361 George Howell Coffee Company 866.444.5282 Dunkin' Brands 781.737.3000 New England Coffee Co 800.225.3537 Indigo Coffee Roasters 800.447.5450 Armeno Coffee Roasters 508.393.2821 Jaho Coffee & Tea 978.744.4300 Coffeelands Landmine Trust 800.325.3008 Equalexchange 774.776.7400 Invalsa Coffee 978.363.8100 Jim's Organic Coffee 800.999.9218 GreenBean Coffee Imports 204.738.2180 CaffÈ Pronto Coffee Roastery 410.626.0011 Eagle Coffee Co. Inc. 410.685.5893 Arawak Coffee, LLC 301.365.3383 Chesapeake Bay Roasting Company 800.927.6885 The Cosmic Bean Coffee Company 410.370.1782 Keffa Coffee LLC 410.369.8997 Mayorga Coffee Roasters, Inc. 877.526.3322 Freeport Coffee Roasting 207.329.2964 Rock City Coffee Roasters 207.594.5688 The Freaky Bean Coffee Co 877.278.0175 Zingerman's Coffee Co. 734.929.6060 The Harvest Coffeehouse & Beanery 989.893.0872 The Evelyn Bay Coffee Company, Ltd. 800.216.7617 Chazzano Corp 248.254.3220 The Coffee Beanery 888.385.2326 Schuil Coffee 616.956.6815 Jackson Coffee Co. 517.990.6770 Gull Lake Coffee Roasting 269.720.3878 Water Street Coffee Joint 269.373.2840 Paramount Coffee Company 800.968.1222 Magnum Coffee Roastery 616.837.0333 The Coffee Barrel 517.349.3888 Coffee Express Co. 734.459.4900 Higher Grounds Trading Co. 877.825.2262 Enchantment Coffee 734.945.4037 Java Master 248.669.1060 Perk & Brew Corp 734.722.0580 Paradise Roasters 877.229.6336 Flamenco Organic Coffee Co. 612.728.7208 Caribou Coffee Company, Inc. 888.227.4268 Quarry Coffee Microroasters 612.728.7208 Dunn Bros Coffee 612.334.9746 B & W Specialty Coffee Co. 800.331.2534 Midnight Roastery 320.333.0168 Specialtyjava.Com 952.442.3267 LGC, LLC 314.277.9585
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CoffeeTalk
April 2009
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Katri, Inc. (206) 762-2784 (877) 231-3470 www.katriinc.com sales@katriinc.com
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Kansas City Kansas City Kansas City Laurie Lee's Summit Raytown St Louis St. Louis St. Louis Canton Oxford Billings Bozeman Great Falls Great Falls Kalispell West Yellowstone Whitefish Wolfville Aberdeen Asheville Carrboro Charlotte Concord Durham Greensboro Hampstead Raleigh Raleigh Raleigh Raleigh Waynesville Park River Westhope, Omaha Omaha Omaha Avon Bricktown Deptford Forked River Hackettstown Hammonton Jersey City Lambertville Manalapan Maywood Mickelton Millville Pennsauken Skillman Stirling Toms River Albuquerque Red River Santa Fe Las Vegas Minden Reno Reno Binghamton Bowmansville Brooklyn Brooklyn Buffalo Corning Flushing Ithaca Long Island City New York New York New York New York Niagara Falls Penn Yan Syracuse Tarrytown Troy Water Mill Webster Yonkers Akron Akron Berea Bowling Green Brecksville
Parisi Artisan Roasters The Roasterie, inc. Broadway CafÈ & Roasting Omega Coffee Co. Dominic Coffee Puddin' Head Coffee Mississippi Mud Coffee Roasters Chauvin Coffee Corp. Ronnoco Coffee Co. The Mississippi Coffee Company High Point Coffee Distribution, LLC City Brew Coffee & Cool River Roasters Rocky Mountain Roasting Co. Cool Beans Coffee Pub Morning Light Coffee Fieldheads Coffee Company Morning Glory Coffee & Tea inc. Montana Coffee Traders Just Us! Coffee Roasters Co- Op Cactus Creek Coffee Roaster Asheville Coffee Roasters Carrboro Coffee Company Dilworth Coffee S&D Coffee Inc Counter Culture Coffee, Inc. Carolina Coffee Roasting Company Java Estate Roastery, Inc. Larry's Beans Inc. Falls River Coffee 8th Sin Coffee Company Tradewinds Coffee Co., Inc. Panacea Coffeehouse, CafÈ & Roastery Java Fix MoJo Roast, Inc. Scooter's Coffeehouse Urekacoffee.com LaRue Coffee Coffees and Teas of Yesteryear Corim Coffee Talk N' Coffee Davan Espresso, Inc. Nashville Coffee Company, Inc Pratts Hill of Beans Kobricks Coffee Co. Rojo's Roastery Caffe-Amante Moon Doggie Coffee Roasters Crescent Moon Coffee Raosters Kaffe Magnum Opus, Inc. Lacas Coffee Co Orpha's Coffee Shop World Of Coffee Wien & Bald Coffee Farms Red Rock Roasters Red River Roasters Zulu Brew SlimCafe coffee corp Alpen Sierra Coffee Roasting Company Wood-Fire Roasted Coffee Co. Agtron, Inc. Java Joe's Roasting Co., Inc. Parkside Coffee Cafè La Semeuse Gillies Coffee Co. S. J. McCullagh, Inc. Soul Full Cup Ch Group Corp gimme! coffee White Coffee Corp. Nespresso LavAzza Colombian Coffee Federation, Inc. Porto Rico Importing Co. Swissmar International Corp. Keuka Lake Coffee Roasters / JAVA-GOURMET Cafe Kubal Coffee Roasters Coffee Labs Roasters Grafton Hills Coffee Roasters, Inc. Hampton Coffee Company Joe Bean Coffee Roasters Barrie House Coffee & Tea Susan's Coffee & Tea Angel Falls Coffee Company Red Cedar Coffee Co., LLC Grounds for Thought Caruso's Coffee
816.455.4188 816.931.4000 816.531.2432 866.855.3267 816.525.9319 816.868.5581 314.369.0432 800.455.5282 800.428.2287 888.600.4811 662.791.9791 888.545.4675 800.428.5282 406.454.8860 800.290.8443 406.249.5775 406.646.7061 800.345.5282 902.542.7474 910.944.1543 828.253.5282 919.968.4760 704.554.7111 800.933.2210 888.238.5282 800.457.2556 800.573.5282 919.828.1234 919.866.2128 919.832.8898 800.457.0406 828.400.8129 701.284.6707 701.245.8080 866.863.7266 402.330.6368 800.658.4498 732.500.7377 732.840.1670 800.597.2326 609.693.8822 908.852.1619 609.287.0865 201.656.6313 609.397.0040 732.984.1330 201.556.0111 856.832.0626 800.652.5282 856.910.8662 609.430.2828 908.647.1218 848.333.9241 800.873.9793 713.249.1613 505.310.0929 877.546.2233 800.531.1405 775.856.2033 775.850.4600 607.348.0444 716.681.3078 718.387.9696 718.499.7766 716.856.3473 607.936.9030 718.762.3479 607.273.0111 800.221.0140 800.566.0571 800.466.3287 212.421.8300 800.453.5908 877.947.7627 888.478.2739 315.278.2812 914.332.1479 518.686.3336 631.726.2633 585.265.4388 800.876.2233 800.237.9056 330.376.5282 440.260.7509 419.354.2326 440.546.0901
OH Columbus OH Columbus OH Columbus OH Kettering OH Lancaster OH Malvern OH Mechanicsburg OH mentor OH Rockbridge OH Sylvania OH Toledo OH West Chester OH West Chester OH Westlake ohio Cleveland OK Edmond OK Oklahoma City OK Oklahoma City OK Tulsa ON Oakville ONT Brampton Ontario Windsor OR Albany OR Ashland OR Bandon OR Hillsboro OR Joseph OR Newberg OR North Plains OR ontario OR Portland OR Portland OR Portland OR Portland OR Portland OR Portland OR Portland OR Portland OR Portland OR Portland OR Stayton PA Beach Lake PA Collegeville PA Delaware Water Gap PA Langhome PA Lebanon PA West Chester PA Wynnewood Puerto Rico Canovanas Puerto Rico Canovanas Quindio Armenia RI Providence RI West Greenwich SC Blythewood SC Charleston SC Columbia SC Columbia SC Greenville SC Orangeburg SC Ravenel SC Travelers Rest SD Rapid City SP So Paulo TN Chattanooga TN Chattanooga TN Chattanooga TN Gatlinburg TN Knoxville TN Nashville TX Addison TX Arlington TX Austin TX Austin TX Beaumont TX Brenham TX Dallas TX Euless TX Fort Worth TX Houston TX Houston TX La Grange TX Nacogdoches TX Nassau Bay TX Oak Point
Thatchers Coffee Roasters Crimson Cup Coffee & Tea Stauf's Coffee Roasters/Cup O' Joe The Fine Grind Chief Cooker Rosta's Roast Hemisphere Coffee Roasters Java Express Coffee Co. Hocking Hills Roasters, Inc. Drake's Fine Coffee Roasting Flying Rhino Coffee & Chocolate A Coffee Affair L.L.C. Queen City Coffee Company Windward Coffee Co. Solstice Coffee Roasters Urban Coffee US Roaster Corp./Roasters Exchange Neighbors Coffee Topeca Reunion Island Coffee Abruzzo Italian Imports Colonial Coffee Co. Limited Allann Bros. Coffee Co., Inc. Noble Coffee Roasting Rayjen Coffee Company Longbottom Coffee and Tea Motley Brew Coffee CompanyÆ Caravan Coffee Oregon Coffee Roaster, Inc. Jolts and juice Company Coffee Bean International Great Coffees of America K&F Select Fine Coffees Nossa Familia Coffee Urban Grind Coffeehouse & Roaster Stumptown Coffee Roasters Bridgetown Coffee Company Portland Roasting Kobos Coffee Company Boyd Coffee Company Tico's Coffee Roasting Co. Beans, Inc Claddagh Coffee Company Watergap Coffee Company Bucks County Coffee Company, LLC East Indies Coffee & Tea Company Morning Star Coffee Quaker Coffee Co.
TX San Angelo TX San Antonio TX San Antonio TX Spring TX Tyler TX Tyler UT Logan VA Charlottesville VA Hayes VA Lexington VA Luray VA Norfolk VA Orange VA Portsmouth VA Salem VA Spotsylvania VA Stuart VA Virginia Beach VA Williamsburg VT Burlington VT Waterbury WA Bainbridge Island WA Bainbridge Island WA Bellevue WA Bellevue WA Bellingham WA Bellingham WA Burlington WA Burlington WA Camano Island WA Cle Elum WA Des moines WA Edmonds WA Everett WA Gig Harbor WA Leavenworth WA Lynnwood WA Maple Valley WA Mt. Vernon WA Olympia WA Olympia WA Olympia WA Puyallup WA Redmond WA Renton WA Seattle WA Seattle WA Seattle WA Seattle Cafe Porto Rico 787.701.6188 WA Seattle WA Seattle Torrefazione Roma Inc. 787.701.6188 WA Seattle Comite Departamental de Cafeteros de Colombia †+570967414100 WA Seattle Coffee Exchange 401.273.1198 WA Seattle Paravisini Coffee Company 401.623.8775 WA Seattle Iron Brew Coffee Co. 888.448.1441 WA Seattle Charleston Coffee Roasters 843.266.7444 WA Shoreline Mac's Java Coffee Roasters 803.233.1368 WA Shoreline Turtle Creek Coffee 803.419.2020 WA Shoreline Upstate Coffee Roasters 864.275.0442 WA Snohomish Orangeburg Coffee Roasters 803.536.9684 WA Spokane Island Coffee 800.829.6724 WA Spokane Leopard Forest Coffee Co. Inc. 864.834.5500 WA Sumner Bully Blends Coffee & Tea Shop 605.342.3559 WA Tacoma Madame D?orvilliers Specialty Coffee †+ 551135284583 WA Tumwater Greyfriar's Coffee, Rarecoffee.com 423.648.9267 WA Vashon Stone Cup Roasting 888.698.4404 WA Vashon Chattanooga Coffee Company 423.266.2323 WA Woodinville Coffee and Company 865.430.4280 West Java Bandung Goodson Bros Coffee Company, Inc. 800.737.1519 WI Appleton Portland Brew Coffee 615.292.9032 WI Elmwood Addison Coffee Roasters 972.404.1145 WI Green Bay Mawker Coffee 469.569.6718 WI Lake Mills Kohana Coffee 512.904.1174 WI Lake Mills Coffee Traders, Inc 800.345.5282 WI Madison Texas Coffee Co. 409.835.3434 WI Madison Independence Coffee Co. 979.836.3322 WI Milwaukee Globex America 214.353.0328 WI Onalaska Java Nights 469.682.5355 WI Pepin Rodak's Custom Roasted Coffee 817.924.6821 WI Sturgeon Bay Cadeco Industries Inc 713.670.0700 WV Ellenboro Voyava Republic 713 579.4963 WV Summit Point The Roastaurant 979.702.1435 WY Jackson Hole Java Jacks Coffee House 936.560.3975 WY Sheridan J.J.'s Beans 281.685.1095 Fair Farms Coffee Roasters and Tea Company 972.294.1266
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614.593.3121 888.800.9224 800.778.2837 937.293.2925 877.916.6537 330.863.1726 937.834.3007 440.974.5119 740.994.0454 419.882.0800 419.244.6100 513.759.2200 800.487.7460 440.734.2591 216.990.7723 405.359.0149 405.232.1223 800.299.9016 918.398.8022 800.565.5950 905.857.5059 519.966.9733 541.812.8000 541.326.1382 541.347.4065 800.288.1271 541.432.2326 503.538.7365 800.526.9940 208.230.5575 503.227.4490 503.223.0033 800.558.7788 800.525.1610 503.546.5919 503.758.2251 503.224.3330 800.949.3898 503.222.2302 800.545.4077 503.999.8426 570.575.6500 610.416.1534 570.897.6898 215.741.1855 717.228.2540 888.854.2233 610.642.0544
DeCoty Coffee Co. 800.588.8001 What's Brewing 210.488.6452 Aspen Beverage Group 210.684.6363 Cuvee Coffee Roasting Company 866.688.6608 Distant Lands Coffee Roaster 800.346.5459 Coffee City USA 888.583.9526 Caffe Ibis Coffee Roasting Co 888.740.4777 Shenandoah Joe Coffee Roasters & Espresso Bar 434.295.4563 Coastal Caffeine 757.342.0821 Lexington Coffee Roasting Co. 800.322.6505 Kiariz Coffee Source 540.743.3280 First Colony Coffee & Tea 800.446.8555 Orange Roaster 866.739.5282 Massimo Zanetti Beverage USA, Inc 757.215.7366 Nova Roast 540.239.2459 Blackstone Coffee Co 540.710.7577 Honduras Coffee Company 877.466.3872 CC Beans 757.254.1857 Williamsburg Coffee & Tea 757.565.1400 Speeder & Earl's Coffee 800.849.6041 Green Mountain Coffee Roasters 800.545.2326 Storyville Coffee Company 206.622.0490 Fogwoman Coffee 206.855.9061 Stellar Breeze Organics, Div CPG Inc. 800.213.6463 Attibassi 425.319.9393 Onyx Coffee 360.739.3775 Moka Joe 360.714.1953 Fidalgo Bay Coffee 800.310.5540 Sono Fresco LLC 360.757.2800 Camano Island Coffee Roasters 360.387.7493 Pioneer Coffee Roasting Company 509.674.4100 Washington's Best Coffee 800.332.0678 WP Coffee Co. 206.777.1600 Urban City Coffee Roasters 866.797.5282 Jake's Brew Company 866.417.0876 Alpine Coffee Roasters 800.246.2761 Silver Cup Coffee 800.311.7275 Java! Java! Coffee Co. 425.432.2184 La Crema Roasting Company 360.333.1035 King Coffee Ltd 360.943.2646 Batdorf & Bronson Coffee Roasters 800.955.5282 Mud Bay Coffee Company 360.754.6222 Endicott Coffee Roasters 888.520.2326 Darryl's Roasterie 425.788.6743 Java Trading Co. 425.917.2920 Pangaea Organica 206.226.5012 Fonte' Coffee Roaster 888.783.6683 Caffe D'Arte 800.999.5334 Caffe Luca Coffee Roasters 206.575.2720 Caffe Umbria, Inc. 206.762.5300 Tully's Coffee 206.233.2070 Zoka Coffee Roaster 866.965.2669 Sleepless Coffee Corp 866.304.2326 Starbucks Coffee Co* 206.318.6937 Pura Vida Coffee 877.469.1431 Seattle's Best Coffee - Corporate 206.318.6996 Seattle Gourmet Coffee 206.417.5599 Giday's Coffee 206.407.4163 Soft Coffee 800.428.2637 Lowery & Co. Inc. 360.668.4545 Craven's Coffee Company 800.214.2326 Thomas Hammer Coffee Roasters 509.535.4806 Dillanos Coffee Roasters 800.234.5282 Valhalla Coffee Co. 253.752.7178 Dominic's Coffee Co. 866.759.9036 CoffeeTalk & the Daily Dose 206.686.7378 The Vashon Island Coffee Roaster 206.463.9800 Isle Of Granelli 425.487.6824 Morning Glory Specialty Gourmet Coffee †+622291294324 Jacques Cafe 920.707.4896 Highland Hollow Coffee and Tea 715.639.3409 La Java a Roasting House 920.662.0500 Coast-to-Coast Cafe, LLC 866.648.8244 The Consolidation Group Inc (920) 648-6480 Johnson Brothers Coffee Roasters, Inc 608.256.5282 Ancora Coffee Roasters, Inc. 608.255.2900 Alterra Coffee Roasters, Inc. 414.273.3747 Coulee Coffee Roastery 608.386.5575 Great River Roasters 800.984.5282 Door County Coffee & Tea Co. 800.856.6613 Happy Trails Cafe 304.869.3635 The Black Dog Coffee Company 304.724.9040 Great Northern Coffee Co., Inc. 800.216.5323 roast! 307.752.7779
CoffeeTalk
April 2009
Brew Time The art of coffee requires professional-grade timers and thermometers for the ultimate in taste and aroma. From crop to cup, brew your best using CDN thermometers and timers for quality and consistency that keeps customers coming back for more. With the broadest assortment of thermometers and timers on the market, CDN helps foodservice operators brew up profits with each cup they serve.
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goodcow.com
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Hartley Transportation to attend SCAA Exposition
DaVinci Gourmet introduces Fruit Innovations syrups
According to a 2008 survey by the National Restaurant Association, specialty flavored drinks are the hottest trend for the beverage industry. DaVinci Gourmet®, the industry leader in gourmet syrups, has introduced Fruit Innovations™, a line of syrups that provides foodservice operators a convenient and delicious way to deliver the fresh fruit flavors consumers demand. DaVinci Gourmet Fruit Innovations are formulated with pure cane sugar and ultra-filtered water to ensure the highest quality. Made with all natural flavors and ingredients, the syrups mix easily for quick preparation, and infuse beverages with a full fruit flavor without an overwhelming sweetness. DaVinci Gourmet has developed nine fashionable flavors, including Raspberry, Strawberry, Mango, Peach, Pomegranate, Mandarin Orange, Tropical, Asian Citrus and Honey Melon. The syrups come packaged in 750ml plastic bottles that are sold six to a case. For more information, visit www.davincigourmet.com.
True Beans Coffee Roasters & Elan Organic Coffees offer “Tree to Cup” training
Baristas, coffee shop owners, roasters and foodservice professionals are invited to attend a two-day intensive “Tree to Cup” coffee training seminar at Fresh Foods Café in Long Beach, California. Sponsored by True Beans Coffee Roasters and Elan Organic Coffees, this hands-on workshop will be limited to 10 students and will provide an in-depth introduction into essential coffee knowledge. Instrutors will be: Drew Rosen – Chef, restaurateur and long-time coffee enthusiast Drew Rosen is president and founder of FreshFoods Café in Long Beach, California. Toby Foreman –Toby is Principal of JUST BLACK – Coffee Excellence, a consulting company dedicated to assisting businesses with planning, executing and operating specialty coffee establishments. Karen Cebreros – Karen is CEO of San Diego-based Elan Organic Coffees, A division of InterAmerican Coffee, Inc, A Company of Neumann Kaffee Gruppe. She is recognized as a pioneer in the sustainability and certified organic coffee movements. For a complete list of topics and registration information please contact Drew Rosen at drew@freshfoodscafe.com or 562216-1616. Details will also be available at Elan Organic Coffee’s booth #1413 at the SCAA expo in Atlanta.
Portraits of quality from the coffee fields of Guatemala
More than 90,000 Guatemalan producers dedicate their lives to cultivating exceptional coffee. They come from vastly different regions with climates and geography so varied it is difficult to
believe they are part of just one country. Today, the country produces 60 percent more coffee than it did thirty years ago. And the type of coffee has shifted away from primes towards higher quality hard bean (HB) and strictly hard beans (SHB). This is hardly what one would expect from a country that in the last decade has passed through a price crisis, extreme climate and increased worldwide competition. Commitment, social consciousness and love for the environment are the facts that guided on this evolution towards better coffee. In the 1990’s as the coffee industry transitioned away from commodity to specialty, Guatemala’s farmers began to plant better quality coffee in order to receive higher premiums. For farms to survive, the coffee had to be excellent. Farmers quickly recognized this trend, planting more coffee at higher altitudes. The resulting crops yielded superior coffee and higher prices. For more information, visit www.anacafe.org.
Probat Burns official host sponsor of 21st SCAA
Hartley Transportation, LLC, of Pembroke NH, a National trucking and intermodal transportation company, as well as Landstar Carrier Agent, has announced plans to attend and host a booth at the Specialty Coffee Association of America’s (SCAA) 21st Annual Exposition at the Georgia World Congress Center in Atlanta, GA. Hartley Transportation, LLC will be available at Booth #1522 for the 3 day event to meet with key individuals to discuss their transportation needs. Additional information about Hartley Transportation is available at www.hartleytrans.com.
SCAA t-shirt auction
Once again, the SCAA is reaching out to support coffee oriented charities at the SCAA in Atlanta, GA this April. Reaching out amongst their vast retailing segment t-shirts are being contributed for auction with proceeds going to the charity of their choice. Retailers are being asked to get creative and do some pre-show fundraising to support the bidding process. We hope to have 25 retailers participate. In years past, retailers have designed special shirts, received sponsorships, and reached out to their communities to raise funds for their charity of choice. All shirts will be displayed on the exhibit hall floor in a special area. Be sure to come by and get in your bid. It's all for the cause. Director of Specialty Green Coffee Coffee Holding Company Inc. 800-458-2233.
Probat Burns is pleased to serve as the official host sponsor of the Specialty C o f f e e Association of America’s 21st Annual Exposition, April 16-19, in partnership with Bunn-O-Matic, Royal Cup Coffee and Batdorf & Bronson. Independent of this sponsorship role, Probat Burns’s specialty sales and marketing director, Launtia Taylor, was also a member of this year’s SCAA Conference Planning Committee. “In planning the exposition, the committee looked for every opportunity to facilitate the sharing of ideas,” Taylor said. “Probat Burns and the SCAA recognize that collaboration is a vital component of the specialty coffee market. The event promises to foster a sense of community so that all participants can learn and grow together.” Probat Burns provides a comprehensive range of equipment and support services for roasting and processing coffee and cocoa in small and large batches — helping its customers roast assured™. Learn more at www.probatburns.com or at SCAA Expo, booth #829.
Win a table top roaster at Coffee Kids Reception
Pearl® Organic Soymilk— the barista’s best friend
Once every 3 years, leading coffee industry suppliers vie for the prestigious opportunity to have their products featured as the official tools used by national barista champions at the annual World Barista Championship. All candidates considered for sponsorship must meet exacting technical standards set and tested by the WBC, but only one supplier from each category may be named an official sponsor. At the next World Barista Championship this April in Atlanta, barista champions representing over 56 countries will compete for the title of world's top coffee maker in front of a live audience of several hundred spectators and thousands of online viewers. For more information on Everpure’s sponsorship, visit www.everpure.com.
Pearl Organic Soymilk is specially formulated for perfect steaming, retaining its rich, delicately sweet flavor and frothing to a perfect, satiny consistency. Use Pearl just like milk to make hot and cold signature coffee drinks, as well as specialty beverages. Pearl Organic Soymilk is cholesterol-free, preservativefree, lactose-free and lower in fat and calories than regular milk, with a rich, creamy flavor. Available in convenient, shelf-stable quarts or single-serve packs, Pearl offers six crowd-pleasing, all-natural flavors, including Original, Creamy Vanilla and Coffee. Come taste it for yourself at booth #1414 at the SCAA Expo.
Coffee Kids will hold a drawing for a Sonofresco Table Top Roaster donated by Elan Organic Coffee on Friday, April 17 at 5 p.m. at the Specialty Coffee Association of America (SCAA) Expo in Atlanta, Ga. The drawing will be held at the Coffee Kids Reception at the Expo in Room 302A of the Georgia World Congress Center. Tickets for the drawing are available for a suggested donation of $25 (five entries for a donation of $100) and participants need not be present to win. The Sonofresco Table Top Roaster, valued at $3,500, is an easy-to-use coffee roaster for small cafes and home roasting enthusiasts. All proceeds from the drawing will benefit Coffee Kids and the organization’s efforts to help coffeefarming families improve their quality of life. To enter the drawing, participants are asked to make a donation on the Coffee Kids Web site www.coffeekids.org or call 505-820-1443 to donate over the phone.
Everpure named World Barista Championship water sponsor
continued on page 32... www.CoffeeTalk.com
Now available online for FREE download
State of the Industry www.coffeetalk.com
CoffeeTalk
April 2009
The Rocket Man backpack beverage dispensers can be used for a variety of products. Call 800-921-0199. Visit www.rocketman.com.
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Smart Marketing
So what can you do to leverage the best out of the economic downturn? •
Leverage your agility - Small business is more nimble and can adjust more quickly to our changing times. You don’t need “corporate’s” approval to add a coupon to the ad or add some new product selections. Take advantage of this by frequently trying new ideas to get customer attention.
•
Grab the brand buyer - As customers are on the hunt for greater value, be the one to give it to them. For instance, those mighty, loyal Starbuck’s customers will now, more than ever, be willing to try a local coffee place. Work your messages to focus on building the customer’s perception that your product and service will provide a better value. Focus media messages that say “local” and customer service.
•
Refresh your knowledge - The web is full of articles and ideas for increased customer service that can inspire you and give you some fresh, new ideas. Read up by going to www.coffeetalk.com and reread some of my archived articles like those on pricing (Feb. 2008), marketing basics (Sept. 2008), and the power of testimonials (Jun/July 2007).
•
Get more from employees – It doesn’t cost any more for your employees to give that extra shot of customer service than it does for them to just plug along through their day. Retrain your employees if you have to. Insist on 100% and their best face every day or find someone who can give it to you.
•
Remember the basics – “Know thy customer and target them carefully” (like I haven’t preached this before). It is absolutely critical that you get into the mind of your customer and find out what they are thinking right now, what they need, and what you can do to give it to them. Don’t assume anything! Without starting here, nothing else I am going to say is going to help you much.
by Lisa Olsen
Tips for Leveraging Consumers Changing Behaviors Job loses. Fear of job loss. Lending tightens. Stock market drops. Our very uncertain times have caused changes in consumer behaviors that are important to consider when you advertise and promote your products and services in today’s economic climate. •
Cocooning – In uncertain times consumers focus back on the home and family. This cocooning phenomenon causes travel to decrease, home decorating to increase, video rentals go up, and vacations become staycations. It’s up to you to rethink how your products and services fit a cocooning lifestyle by speaking to this need to cocoon.
•
More for less - In a recent article, I spoke about the renewed power of the coupon. This is just one example of consumers looking for more with less money. Another • way is for consumers to “haggle” with the price. A recent article in USA Today, “Hagglers Thrive in New Economy,” demonstrates how shoppers like Brenda Perkins from Washington, DC are “dealing” their way into great bargains. How can you deliver more for less and then talk it up in your ad.
•
Shift to house brands/generics - Consumers turn to house brands and “generics” as they become willing to try something new to pinch some pennies. The difference we are seeing this time around is that house and generic brands have increased in quality over the years – with some even better than their branded counter parts. Do you rely heavily on brand names for your business? Shift some of your messages to include “generic” or lesser known brands to show the newly value-conscious customers that you have these too. The future of brands? When we come out of this recession, will people return to the branded products or stick with their new-found house brand and continue to save money? Time will tell.
...continued from page 30
Weldon Flavorings’ new chocolate mint is so good it doesn’t need a sweetener
From New York to Japan, customers of Weldon Flavorings can not get enough of the company’s unsweetened flavorings. According to company president, Dennis Weldon, for some time customers have been asking for flavors beyond the 8 offered. The new Chocolate Mint is the company’s response. Like the other 8 flavorings offered by Weldon, the Chocolate Mint is a pure gourmet flavor containing no added sugar. Additionally, Weldon Flavorings contain NO carbs, fats, sodium, caffeine or MSG. For complete information go to www.weldonflavorings.com, or contact Dennis Weldon at 502-797-2937. SEE WELDON FLAVORINGS AT SCAA T#6.
Kim Benson of Cange International makes remarkable donation to Women In Coffee
Kim Benson of Cange International donated four commercial table top roasters, at a value of $20,000, to four countries and to the chapters of Women in Coffee. After Kim traveled to Costa Rica with the Women in Coffee organization and learned about the challenging lives they lead and the tremendous role they play in this industry, she generously made this significant donation. These roasters will be part of the cupping labs established to train women in El
Salvador, Guatemala, Costa Rica and Colombia. The outreach of each lab will touch thousands of women and help to break down the long-time barriers in these coffee countries once and for all. Currently, eighty countries sell coffee. Women in Coffee is duplicated from the Women in Business organization, started in the 70’s. Now this successful model will be duplicated worldwide. From the International Women’s Coffee Alliance and the chapters in these countries, we want to sincerely thank Kim for her generous donation. She has touched the hearts and souls of every woman in coffee. For more information, go to www.womenincoffee.org.
Come Cup with Cirqua at SCAA, Atlanta, Booth #1026
Premier of AB Formulator™ and AB Formula™ Packets! David Beeman, Creator of the AB Formulator proudly announces its debut at the 21st Annual SCAA 2009 show. “The AB Formulator is a digitally controlled system allowing the user to select a balance of minerals to optimize flavor. The industry is always talking about controlling the variables; the AB FORMULATOR controls water quality at an affordable price. Coffee or espresso extraction is a reaction between water and coffee grounds. The AB Formulator controls the mineral balance reaction. The added benefit is flavor enhancement and prolonged equipment life.” The AB Formulator Packets were developed for home use. Retail Store Owners sell customers the same flavor found at their stores at a fraction of the cost! Ask about our licensing details! Team Cirqua®, “We make water work for you!™.” For more information, visit www.cirqua.com.
Adjust ads – You’ll notice that I have encouraged you to continue to advertise and promote your products. Talk to your customers, show your enthusiasm and positive thinking, and be their partner in getting through some rough times. Going “black” on advertising is tempting to save money but is simply not an option if you plan to survive – and many of you will actually thrive using these tips.
In the coming months, I will continue to focus on ways you can use low cost or no cost marketing to help you survive the recession. Sure, it’s going to take some time to get things moving again but in the meantime, let’s work together for some fresh thinking. If you have something that is working for you or an observation you think others would benefit from, email it to me (lisa@you-r-smart.com) and I will share with our readers. CT Lisa Olson is the President of Smart Marketing, Inc. Have a marketing question? Submit it to Lisa at lisa@you-r-smart.com.
Improved roast analysis
JAVALYTICS™ by Madison Instruments, Inc. will introduce RoastMatch™, a calibration matching systems, and JAVA-Grader at the SCAA. RoastMatch streamlines matching calibration models, eliminating variations between vendors and systems. JAVA-Grader is a timesaving system, which reduces sample preparation time and ensures reproducible results easily from sample to sample. Madison Instruments, Inc. offers extensive expertise in analytical instrumentation and first-class customer service. Analytical customers can depend on superior sales, service, and application support for Fourier transform infrared spectroscopy (FT-IR), particle size analyzers, and JAVALYTICS roast degree analyzers, systems, and applications. For more information, visit www.javalytics.com.
Grounds for Health receives grant from ECOM foundation
Grounds for Health, a nonprofit organization providing health care services to women in coffee-growing communities, announced that it has received a grant of $21,000 from the ECOM Foundation for Development of Origin Resources of Dallas, Texas. ECOM’s grant will enable Grounds for Health to expand its innovative programs in Nicaragua, and will also allow Grounds for Health to build its training component -- helping local doctors and nurses provide high quality, community-based care -- to reach women who otherwise would not be served. ECOM’s support will also fund a key component of Grounds for Health’s inaugural campaign this year in Tanzania. For more information, email janice@groundsforhealth.org.
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"Books and BUNN" at 21st annual SCAA Expo
Attendees at the 21st Annual SCAA Exposition in Atlanta April 16-19 will have a unique opportunity to take a break on the trade show floor and relax with a book and an espresso at “Books and BUNN” located at Booth 124, right across from BUNN's "official" SCAA Booth 123. SCAA attendees can browse (and buy) books by coffee authors Susan Zimmer, Mark Pendergrast, and Tim Castle at “Books and BUNN” while enjoying a complimentary espresso beverage from the BUNN Espress® Tiger. These authors will be featured at an SCAA education session Penning the Perfect Cup: Writing About Coffee, from 10:30 a.m. to noon, Sunday, April 19, in room A403 of the Georgia World Congress Center. For more information, visit www.bunn.com.
World Tea Expo offers series of first experiences
Without leaving their home country, most people in North America would not have the chance to take tea with a Japanese tea master, witness an authentic Chinese tea ceremony, see how Taiwanese artisans roll their famous oolongs or observe the ancient art of Matcha making. They will get the chance to experience all these things – as well as participate in the firstever live tea cocktail mixing competition – during the special events taking place at the 2009 World Tea Expo at Mandalay Bay Convention Center in Las Vegas, May 2-4. To register or find more information about the 2009 World Tea Expo, visit www.worldteaexpo.com. continued on page 34...
www.coffeekids.org
Š2009 Kerry
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N43 Insulair® Viridian™ cup UTZ honors IKEA at SCAA now available with minimum conference for sustainable of 25 percent post-consumer practice UTZ CERTIFIED Good Inside will honor recycled fiber the IKEA Group for being the first retailer The attractive alternative to doublecupping or added sleeves, the Viridian cup features a triplewall construction and insulative middle layer that keeps beverages hot while staying cool to the touch. The addition is intended to help operators who want to support longterm sustainability goals and provide quality design to environmentally-conscious customers. The full line of Insulair hot cups is offered in 12 percent or 25 percent postconsumer recycled fiber and available in all popular sizes (8-, 12-, 16-, 20- and 24-ounce). Customers can choose from stock designs or pair the cup with their own branded custom graphics. Insulair Viridian and other products from Georgia-Pacific Food Services Solutions will be on display at SCAA Show booth #1218 at the Georgia World Congress Center in Atlanta, Ga., April 16-19. For additional information, visit www.gppro.com.
BUNN strengthens sales and service team
The Bunn-O-Matic Corporation recently strengthened and expanded its sales and service team, shifting the focus of two executives and adding two new members. An executive with BUNN since 1991, Kurt Powell has been named Senior Vice President of Global Projects. In this position, Powell coordinates and implements development projects and support solutions for key global accounts. After joining BUNN in 2002 as Vice President National Accounts, Margaret Heery has assumed a new position,Vice President of Strategic Marketing. In this new role, she will focus on supporting customers and the BUNN Commercial Sales Organization. Karalynn McDermott has joined BUNN as Vice President Business Development, coordinating resources to develop global and domestic business opportunities. A member of the foodservice industry since 1986, McDermott was a board member for the Specialty Coffee Association of America (SCAA) from 2000 to 2004 and was also part of the SCAA Brewing Committee. David Saunders is BUNN Vice President of Service Operations, responsible for managing the US Technical and Managed Services groups. Saunders brings over 20 years of service management experience including managing the national services organization for Sara Lee. For more information, email Melinda.McDonald@bunn.com.
Conti forms coffee consulting business
John Conti, owner of Louisville-based John Conti Coffee Co., has teamed up with a longtime friend to launch a new business venture. Conti and Tom Williams, the former owner of Coffee Butler Service Inc., have formed Williams & Conti Coffee Consulting LLC, which will advise coffee companies on how to improve their operations. Williams, who resides in Meridian, Miss., founded Coffee Butler Service in Washington, D.C., in 1967. He sold the company in 1995 to U.S. Office Products Inc. Williams said he has been working at John Conti Coffee Co. for about a year in a consulting capacity. For more information, visit www.johnconti.com.
in the US to offer 100% traceable coffee, at this year’s Specialty Coffee Association of America (SCAA) 21st Annual Exposition being held at the Georgia World Congress Center April 16-19. At a private party, UTZ will honor the IKEA Group, the international home furnishing company as well as their entire supply chain, including farmers. The sustainable coffee traceability system was developed by UTZ CERTIFIED, one of the world’s leading non-profit organizations dedicated to creating a sustainable, open, and transparent marketplace for agricultural products. IKEA is the first retailer in the United States to implement the traceability system. The Web-based traceability system allows customers to track coffee all the way back to the farms where it was grown. There are still a few available spots left to attend this party. For information contact, Illana Burk, 916.995.6168 or illana.burk@utzcertified.org
Everpure® launches SMARTWORKSSM program to offer a completely customized water system to foodservice operators
Everpure, a leading foodservice industry supplier of commercial water treatment products, announced the launch of SMARTWORKSSM, a turnkey water analysis program that provides foodservice operators with a completely customized water filtration solution. This comprehensive, easy-touse SMARTWORKS program provides step-by-step assistance on everything from end-user water testing to providing a user-friendly water analyzing and product sizing program, offering targeted solutions to best fit individual operation’s unique water needs. Through its online program, SMARTWORKS restaurant operators who are interested in water treatment solutions are put in touch with qualified dealers who can offer the Everpure product that best suits their needs. For more information, visit www.Everpure.com.
Intense flavor of Jet Very Cherry Smoothie bursts into foodservice marketplace
Featuring a fantastic blend of Bing, Rainier and Montmorency cherries, Jet Very Cherry’s sweet yet tart fresh fruit flavor promises to keep blenders buzzing all year long. Like all Jet smoothies, Jet Very Cherry is an all-in-one liquid mix made from real fruit puree, an antioxidant-rich green tea base, and vitamin C. The product features a creamy texture, despite containing no dairy, and is fat-free and preservative-free for health-conscious customers. Packaged in a shelf-stable, resealable carton, Jet Very Cherry allows foodservice operators to offer fresh fruit smoothies to their customers without having to purchase and store perishable ingredients. All Jet smoothies have a 12-month shelf life when unopened, and stay fresh for up to 30 days in the refrigerator once opened. The product is convenient and simple to use: pour Jet over ice, blend, and serve. For more information, or for a free sample visit www.jetsmoothies.com.
Advertiser Listing Company................................................ Phone..............Web............................... Page SCAA Booth # Allann Bros. Coffee Co., Inc.......................................541.812.8000 America's Food Technologies, Inc./AMFOTEK.....708.532.1222 ANACAFE/Guatemalan Coffees.............................. Astoria-General Espresso Equipment Corp.........336-393-0224 Baratza LLC.....................................................................877.701.2021 Bodum USA, Inc............................................................877.992.6386 BriteVision.......................................................................877.479.7777 Bunn-O-Matic Corporation.......................................800.637.8606 Cablevey Conveyors....................................................641.673.8451 Cafè de Costa Rica.......................................................506.2243.7863 Cafe de El Salvador......................................................503.2267.6600 Cafetto USA....................................................................877.263.2567 Capitol Cups....................................................................334.321.3322 Caramoo..........................................................................206.938.1876 CDCC Products..............................................................888.978.8388 Cimbali USA, Inc...........................................................312.265.8100 Cirqua Customized Water..........................................805.987.7372 Coffee Fest......................................................................800.232.0083 Coffee Holding Company...........................................800.458.2233 Coffee Shop Manager................................................866.447.0033 Comfort Grip Wrap.......................................................847.478.0184 Component Design Northwest, Inc. (CDN)..........800.338.5594 Costellini's.......................................................................888.889.1803 CustomCool....................................................................718.220.1140 DaVinci Gourmet/Oregon Chai/Jet.........................800.640.6779 Doi Chaang Coffee Company...................................403.236.2895 Durham Ltd.....................................................................585.218.8610 Eagle Flexible Packaging...........................................630.876.6763 Eagle Web Press..........................................................800.800.7980 Elan Organic Coffees...................................................619.235.0392 Ella Scones.....................................................................866.634.7968 Entner-Stuart Premium Syrups................................800.377.9787 Everpure..........................................................................800.323.7873 F. Gavina & Sons...........................................................800.428.4627 First Colony Coffee & Tea...........................................800.446.8555 Fres-co System USA, Inc...........................................215.721.4600 Fresh Foods Cafe..........................................................562.980.9200 George Howell Coffee Company.............................866.444.5282 Globex America............................................................214.353.0328 Green Good....................................................................800.319.8906 Grounds for Health.......................................................802.241.4146 Hartley Transportation LLC........................................800.427.8539 Java Jacket....................................................................800.208.4128 Java Times Caffe..........................................................52-871-747-9300 JAVALYTICS by Madison Intruments, Inc............888.349.3847 JavaMania Coffee Roastery Inc..............................815.885.4661 Katri Inc............................................................................877.231.3470 Keffa Coffee....................................................................410.369.8997 Kikkoman Sales USA, Inc..........................................800.944.0600 Knutsen Coffees, Ltd....................................................800.231.7764 Laranzato - Lara Distributing.....................................800.748.7538 Latitude 23.5 Coffee & Tea.........................................877.260.9212 LBP ...................................................................................800.545.6200 Millrock............................................................................800.645.7625 Novus Tea.......................................................................888.244.3569 Nuova Ricambi USA....................................................916.315.2535 PBI Sales.........................................................................800.645.2700 Probat Burns, Inc..........................................................901.363.5331 Rocket Man, Inc............................................................800.921.0199 Scolari Engineering S.p.A..........................................856.988.5533 Service Ideas, Inc.........................................................888.999.8559 Smoothie Essentials Supplement-Boosts............415.382.6535 Stauf's Coffee Roaster................................................800.778.2837 Stix To Go.........................................................................800.435.6789 The Good Cow Company...........................................208.884.4299 The Tea Smith, LLC.......................................................402.330.7070 Torn Ranch......................................................................800.721.1688 Visions Espresso Services........................................800.277.7277 Vita-Mix Corporation...................................................800.437.4654 Weldon Flavorings........................................................502.797.2937 Your Brand Cafe............................................................866.566.0390
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www.allannbroscoffee.com 38 www.amfotek.com 6 www.guatemalancoffees.com 36...............817 www.astoria.com 38.............1339 www.baratza.com 23...............419 www.bodumusa.com 38...............412 www.britevision.com 23...............755 www.bunn.com 9.................123 www.cablevey.com 3.................119 www.cafedecostarica.com 36...............839 www.salvadorancoffees.com 31...............605 www.cafetto.com 38...............244 www.capitolcups.com 36...............230 www.caramoo.com 18 www.cdccproducts.com 36...............335 www.cimbali.us 38.............1713 www.cirqua.com 36.............1026 www.coffeefest.com 21...............434 www.coffeeholding.com 10.............1423 www.coffeeshopmanager.com 10.............1443 www.comfortgripwrap.com 36.............1624 www.cdn-timeandtemp.com 29 www.costellinis.com 36 www.customcool.com 19 www.davincigourmet.com 33, 35, 40........1329 www.doichaangcoffee.com 37...............432 www.durhamltd.com 37 www.eagleflexible.com 38 www.eaglewebpress.com 25 www.elanorganic.com 2...............1413 www.ellabakingmixes.com 36 www.entnerstuartsyrups.com 38 www.everpure.com 17, 38.........613 www.gavina.com 25, 27.........312 www.firstcolonycoffee.com 27 www.fresco.com 15.............1014 www.freshfoodscafe.com 36.............1413 www.terroircoffee.com 31...............217 www.cavallinicoffee.com 38 www.greengood.com 31...............647 www.groundsforhealth.org 37.............1032 www.hartleytrans.com 36.............1522 www.javajacket.com 19...............305 www.javatimescaffe.com 37 www.javalytics.com 37...............516 www.javamaniacoffee.com 37 www.katriinc.com 27 www.keffacoffee.com 30 www.kikkomanusa.com 37.............1414 www.knutsencoffees.com 38 www.laranzato.com 4...............1146 www.latitudecoffee.com 27 www.lbpmfg.com 13...............950 www.millrock.com 5, 38 www.novustea.com/ 24.............1523 www.nuovaricambi.us 21.............1342 www.pbisales.com 38 www.probatburns.com 7.................829 www.rocketman.com 31 www.scolarieng.com 11 www.serviceideas.com 38...............250 www.smoothieessentials.com 37.............1520 www.staufs.com 27 www.stixtogo.com 37...............729 www.goodcow.com 29 www.theteasmith.com 27 www.tornranch.com 29 www.visionsespresso.com 30.............1533 www.vitamix.com/foodservice 38, 39.........818 www.WeldonFlavorings.com 37.........Tabletop6 www.yourbrandcafe.com 21
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Baristas, coffee shop owners, roasters and foodservice professionals are invited to attend a two-day intensive “Tree to Cup” coffee training seminar. This hands-on workshop will be limited to 10 students and will provide an in-depth introduction into essential coffee knowledge. — Green bean sourcing & purchasing — Introduction to roasting techniques — Overview of espresso & filter drip grinding & brewing — Beverage menu development — Introductory cupping (tasting) protocols (How professionals evaluate coffees’ aromas and flavors) — The art and science of coffee tasting (Students will sample a variety of estate-grown, organic, Fair Trade and other premium quality coffees from Africa, the Americas & Indonesia.)
Visit us at SCAA booth 817
www.freshfoodscafe.com Contact: Drew Rosen at drew@freshfoodscafe.com or 562-216-1616 for more information.
FROM THE HANDS OF OUR PEOPLE www.guatemalancoffees.com
Hartley Transportation has developed many winning partnerships with coffee traders, sellers, importers, roasters and warehouses At Hartley Transportation we have committed ourselves to becoming the most knowledgeable and reliable transportation service within the coffee trade Please call for more information about how we can serve you! 9
• Truckload • LTL • Intermodal–Rail
www.hartleytrans.com 800.HARTLEY (427.8539) info@hartleytrans.com Visit us at the SCAA show, Booth #1522 April 17-19, 2009 in Atlanta, GA
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Coffee Flavorings without Sugar or any Artificial Sweeteners...Since 1995
The Weldon Gourmet Flavor Station™ the next step in serving flavored coffee puts you back in control. Customers are no longer limited to the “flavor of the day” or syrup flavored coffee. Because these flavorings are not pre-sweetened your customers can enjoy flavored coffee unsweetened or sweetened to their own tastes. And the pre-measured pump allows you to flavor by the cup, regular or decaf!
See Us At SCAA EXPO 2009 At TableTop 6
Distributor Inquiries Welcome
502-797-2937 See Our New Website and Logo at
WeldonFlavorings.com
The barista’s best friend.
Steams better. Tastes better. www.kikkomanusa.com 800-944-0600 Reference this ad to receive $5.00 off your initial order
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When superior quality meets unmatched reliability, you can’t help but be impressed. With the powerful Vita-Mix® Blending Station® Advance, you will create extraordinary frozen coffee drinks quickly and more quietly.
Experience Vita-Mix – the leader in blending technology.
Be Impressed
Find a Vita-Mix Dealer near you: www.vitamix.com/foodservice; 800.4DRINK4; 440.235.0214 Outside of the US, Canada, and Latin America; +1.440.782.2450 www.CoffeeTalk.com