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Boo.
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They’re foam-free. And that makes the environment happy. They’re also insulated and feel good in the hand. That makes your customers happy. To learn more, visit gppro.com/perfectouch or call 1-866-435-5647.
©2010 Dixie Consumer Products LLC. All rights reserved. Dixie and Georgia-Pacific logo are trademarks owned by or licensed to Dixie Consumer Products LLC.
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Features How Coffee Houses Can Earn an Additional $20,160 – Page 8- Marcus Stout tells us how your loose leaf tea program can impact your bottomline.
Grounds for Health – Page 14- Justin Mool shares this amazing program impacting women at origin.
Smart Marketing – Page 16- Lisa Olsen shows how Social Media can work for your business.
Can Brazil Continue to See Bigger and Bigger Crops? – Page 22- Judy Ganes takes a peak at 2010.
TOC CoffeeTalk Calendar
6
The View
6
Specialty Coffee Roaster Directory
10
SCAA Roasters Perspective – by Aaron Kiel
12
Coffee Fest Booth Listings
16
Newsbites
18
Advertiser Listings
20
Mail:
Phone:
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Since 1988 Owner/Publisher 877 426 6410 - Direct Line 206 795 4471 - Intl. Line
Kerri Goodman-Small, ext 222
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Justin@CoffeeTalk.com Marcus@CoffeeTalk.com
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CoffeeTalk does not assume the responsibility for validity of claims made for advertised products and services. We reserve the right to reject any advertising. Although we support copyrights and trademarks, we generally do not include copyright and trademark symbols in our news stories and columns. Circulation: CoffeeTalk (ISSN 1084-2551) is mailed monthly (10 times per year) with Ezines in July and December. Postmaster: Send address changes to CoffeeTalk, LLC, 25525 77th Ave SW, Vashon, WA 98070 Subscription: The cost of a subscription in the U.S. is $47.50 per year; in Canada, the cost is $72.00. Free to qualified industry professionals. Non-qualified requests may be rejected. Publisher reserves the right to limit the number of free subscriptions. For subscription inquiries, please call 206.686.7378 x51 or subscribe online at www.CoffeeTalk.com. Copyright © 2010, CoffeeTalk, All Rights Reserved.
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Calendar Coffee Fest - Minneapolis, Minneapolis Convention Center, Minneapolis, MN, www.coffeefest.com, 425.295.3300 ext 113, davidh@coffeefest.com June 04-06 New World Latte Art Championship at Coffee Fest, Minneapolis Convention Center, Minneapolis, MN, 425.295.3300 ext 113, davidh@coffeefest.com June 04-06 COTECA Hamburg, International Trade Show for the Coffee, Tea & Cocoa Business, Hamburg, Germany, www.coteca-hamburg.com June 11-13 2010 World Tea Expo, Vegas Convention Center, Las Vegas, NV, www.worldteaexpo.com, 702.253.1893, sales@worldteaexpo.com June 27-29 56th Summer Fancy Food Show, Javits Center, New York City, www.specialtyfood.com June 27-29 Ultimate Barista Challenge, Dallas, TX, www. ultimatebaristachallenge.com, 503.232.1016, info@ultimatebaristachallenge.com June 27-29 SW Food Service – Texas, George R. Brown Convention Center, Houston, TX, www.restaurantville.com Aug. 14-16 Ultimate Barista Challenge, San Diego, CA, www. ultimatebaristachallenge.com, 503.232.1016, info@ultimatebaristachallenge.com Aug. 14-16 Western Foodservice & Hospitality Expo, Los Angeles Convention Center, Los Angeles, CA, www.westernfoodexpo.com, rhomola@reedexpo.com, 203.840.5841 Aug 19-22 10th Annual Roasters Guild Retreat, Skamania Lodge, Stevenson, WA, www.roastersguild.org/retreat Sept. 01-03 10th RAMACAFE International Coffee Conference, Crown Plaza Hotel Convention Center, Managua, Nicaragua, www.ramacafe.org, 505.8886.0017, 505.2277.2154 Sept. 11-13 Ultimate Barista Challenge, Orlando, FL, www. ultimatebaristachallenge.com, 503.232.1016, info@ultimatebaristachallenge.com June 04-06
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10 oz. Sunshine
(206) 763-0366
The View Why, within the Specialty Coffee industry are we still debating the question “What is fair compensation to growers for coffees of extraordinary quality? What is the fair price consumers should pay for these extraordinary coffees?” It is time that we get past the superstition of the consumer price ceiling and start educating consumers about the value of great coffee. Ask yourself, “Why does the assumed price ceiling exist.” In the early years of the 20th century, coffee prices ranged all over the place. If your budget could only allow really bad coffee, then there were products for you. If you could afford really great coffee, you could get that too. This was a time when coffee was purchased from green awning stores, venders with carts, and produce stores. The brand names were the names of the people who actually bought, roasted, and sold the coffee. Names like Gillies, and Lavazza, and myriad others in every town across America and Europe. These family businesses knew their customers by name and address; they knew their tastes and their budgets. Failure to deliver the level of quality that each particular household wanted would put you out of business quickly. Then emerged the big brands, the “household names” and customers became “per each” to be easily and cynically manipulated. Coffee became all about price and brand identification, quality became a marketing term with no relationship to actual taste characteristics. The way to maximize sales was to keep the price low on the grocery shelves. The way to maximize profits was to pay as little as possible for the key ingredient – coffee. The culmination of this spirited capitalism was the withdrawal of the USA, by the Great Free Trader Ronald Reagan, from the International Coffee Agreement and the subsequent collapse of coffee producer price supports. Suddenly there were no longer any barriers to “free trade” and farmers started their inevitable spiral into poverty eventually culminating in the infamous “Coffee Crisis.” Through this, we have been left with a cynical and undereducated consumer who doubts any information that doesn’t fit their collective “common knowledge” index. Common Knowledge like… Myth 1) Juan Valdez doesn’t really exist! Well, he does exist and really began as a farmer of coffee in Colombia. He recently retired and his replacement is a young man who also was plucked from his farm to represent all the growers of Colombia. He may be an actor now, but three years ago, he was simply a coffee farmer. Myth 2) Everything is cheap in these poor countries. Not so, transportation, labor, pesticides, fertilizers, and more are rising in cost. Expenses for farming coffee are rapidly rising to equal the cost of farming in more developed countries. And many more. Hey, wait a second, we all know this stuff already, it is what makes our coffees special, then why don’t our customers know about this... Oh, that’s right, we don’t tell them. We keep our customers in the dark about how complex and difficult it is to grow, harvest, process, roast, and brew coffee. (Again, with some notable exceptions) We behave as if this knowledge is some secret of the temple, some magic that cannot be disclosed. Last week, Café Grumpy, one of those notable exceptions, presented their customers with the opportunity to try an exquisite and very small lot coffee from Ethiopia. They charged $12 per cup. They got a huge amount of press nationwide for this and very few, if any articles were positive. The New York papers, Café Grumpy’s home turf, ridiculed the idea of a $12 cup of coffee and especially ridiculed any customers who considered trying a cup. Now on May 18th, another store, The Pulp & The Bean presented a special coffee for $10 a cup, again an Ethiopian, and received the same reverse snobbery from the press. As “The Brooklyn Paper” put it, “If overpriced coffee is your thing, get there fast...” Who is to blame for this? Not the press and not the customers, we are to blame; our entire industry. Why aren’t the trade associations singing coffee’s praise to consumers, why aren’t all cafes using every chance to brag about coffee, why aren’t more roasters and cafes challenging the price ceiling like Café Grumpy, The Pulp and Bean, Intelligencia, and others? Good questions! Until we can answer these questions and act with determination, we must take ourselves to task for not adequately compensating growers for their coffees and not charging our customers appropriately for the quality in the cup.
Cheers!
(866) 876-8282 www.CoffeeTalk.com
Kerri & Miles
CoffeeTalk
June 2010
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Tea June 2010
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CoffeeTalk
How Coffee Houses Can Earn an Additional $20,160 Per Year Using Loose Tea. By Marcus Stout, The Golden Moon Tea Company
Loose tea is problematic. It takes too much space and it's too hard to make. So, even
if you were able to make $20,160 per year more, would it be worth the bother to
advantage. Since most coffee houses serve bagged teas, having loose tea alone will
offer loose tea in your store? But, what if you could have the tea, and the additional
pique your customers’ interest. Loose tea is considered a rare commodity in the
profit, without the bother? Here is how you can go forward with your "new" loose
beverage world. Many people have never seen it up close, and the size, color, and
tea strategy.
texture of the leaves will have your customers taking notice.
People think that loose tea is hard to make because they are using the wrong
While flavor is most important, it is only a part of providing you with a competitive
You want your customer to notice something like loose tea because it is
tools. Most times people think that they need to use some sort of teapot to brew a
considered a premium product. If you show your customer that you are willing to
cup of loose tea. Fortunately for the café owner, this is not true.
go the extra step for a smaller selling item like tea, they will then think that you are
The secret to serving an on-the-go cup of loose tea is using a disposable tea bag,
going the extra step for all of your core
generally known by the brand name T-Sac. A T-Sac is an inexpensive all natural
products. However, to insure everyone
oversized teabag that you can fill with loose tea. It is big enough to easily fit a
notices your loose tea, you must create
spoonful of tea and to allow the tea to expand and unfurl, releasing all of its flavor.
a beautiful display. To maximize your
The biggest benefits of the T-Sac are that it is disposable and it takes little time to
loose tea sales, I recommend going
make.
with a selection of glass containers. The
glass helps to bring out the colors of
Another effective method of serving loose tea is by using a disposable cup with
an internal French Press style filter, such as the Xpress from Smart Cup.
the tea and the shine catches people’s
attention.
A café will need a few more items; a container (preferably clear glass) to hold
and display the tea, a small scoop, a disposable coffee cup and hot water. The hot
water can come from your instant hot faucet, so the only additional items are the
will need is dependent upon the
The amount of containers you
container and scoop, both of which are relatively inexpensive.
amount of teas you want to serve. For
To make a single serving of tea generally takes roughly 10 seconds. This
people starting out with loose tea, it is
includes the time to open the container, scoop out the tea, fill the T-Sac and place
recommended beginning with six teas.
it in the cup. If 10 seconds per serving seems too long, there is a way to reduce the
These teas will allow you a nice mixture
time even more. Since you are packing the tea in T-Sac’s, you can pre-fill them when
of green, black, herbals, and blends.
your store is not as busy. In 15 minutes an employee can easily fill 90 servings of
loose tea.
take up a lot of room. To help limit the
A loose leaf tea program will increase your store’s profit percentages. Suppose
space needed for your display, use
that you sell a cup of tea using a standard tea bag for $1.50 and the cost of all the
square containers that are stackable.
materials that go into making that cup of tea are $0.10. In this case your profit is
It may sound overly simple, but
$1.40. On the other hand, your cost for a loose-leaf cup of tea may be $0.26. It
round edges on a container waste a
seems like this is going in the wrong direction, until you understand that you can
lot of valuable space. Having them
charge more for a cup of loose leaf tea. With loose tea you can charge a premium
stackable also helps for storage and for
of at least $1.00. While the market price for a cup of bagged tea is roughly $1.50, the
expanding your tea line in the future.
market price that stores charge for loose teas is between $2.50 and $3.50.
Six 2-quart containers of tea will take
People pay more for loose tea because of the additional benefit they get from it.
up approximately one square foot. The
A high quality loose tea looks nicer, smells nicer, and tastes better than bagged teas.
most efficient way of arranging the
There is also the extra step of service that most people do not offer, which shows
display is by setting up the containers in
that you are willing to go further for quality in your coffee house. That alone may be
two rows of three where the customer
worth the small additional cost.
can see three containers of tea with
If placed properly, six teas will not
Assuming you use the $2.50 selling point, the amount of profit per serving of
three more behind them. Because you
loose tea will be $2.24. This is $0.84 higher than the $1.40 that you would make per
would like to display all of your teas, it
cup of bagged tea.
is highly recommended that you place
Why should you care about $0.84 when you do not serve that much tea? Even
the back three containers on a raised
a small amount of money on low volume products can make a big difference to the
shelf, much like many people do with
bottom line. Assume that your coffee house does $400,000 a year in sales and of
their coffee air pots. This will give you
that, 9% make up your tea sales. This would mean that you would serve roughly
the most space-efficient display while
24,000 cups of tea a year. With the additional $0.84 you would make per serving
maximizing your presentation.
of tea, your profits would increase $20,160 per year. Not only will you make more
money, but you will also be serving a better product.
scoops, T-Sac’s and tea would cost a lot,
While it seems like the containers,
Loose tea is a higher quality product. While both loose tea and bagged tea
it is actually quite reasonable. The entire
come from the same plant, Camellia Sinensis, the difference lies in the sorting and
setup should cost you roughly $200 to
drying of the tea leaves. Loose tea uses the entire leaf, whereas bagged tea uses
start, which is not too much considering
a ground up version called fannings. Much like pre-ground coffee, fannings lose
switching to loose tea should earn you
their flavor very quickly whereas loose tea can hold its flavor for a much longer
roughly $20,000 per year extra in profit.
period of time.
CT
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June 2010
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Specialty Coffee Roasters AK AK AL AL AL AL AR AR AR AR AZ AZ AZ AZ AZ AZ AZ AZ AZ CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA Ca CA CA CA CA CA CA CA CA CA CA CA CA CA CA CA CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CO CT CT CT DE FL FL FL FL FL FL FL FL
Homer Juneau Birmingham Birmingham Birmingham Birmingham Bentonville Fort Smith Fort Smith Rose Bud Gilbert Scottsdale Scottsdale Scottsdale Tempe Tempe Tempe Tucson Tucson Alhambra Aptos Baldwin Park Berkeley Campbell Canoga Park Ceres Ceres Chula Vista Corona Coronado, Culver City Davis Downey El Cajon El Cajon El Cajon Emeryville Emeryville Eureka Fairfield Fort Bragg Fremont Gardena Hartford Hayward Inglewood Irvine La Jolla Long Beach Los Angeles Los Angeles Los Angeles Menlo Park Mentone Murrieta Murrieta Newport Beach Newport Beach Oakland Oakland Oakland Pasadena Pasadena Richmond Rocklin Sacramento Sacramento Saint Helena San Diego San Diego San Diego San Dimas San Francisco San Francisco San Francisco San Francisco San Francisco San Jose San Jose San Rafael Santa Clarita Santa Cruz Santa Cruz Santa Fe Springs South San Francisco, South San Francisco, Vernon Walnut Creek Yorba Linda Arvada Buena Vista Colorado Springs Colorado Springs Denver Denver Denver Denver Denver Denver Denver Denver Durango Englewood Inglewood Loveland Minturn Pueblo Hartford New Haven Stamford Delaware City Boca Raton Cape Coral Clearwater Cocoa Beach Coral Gables Deer Park Deerfield Beach Doral
K Bay Caffe' Roasting Company, LLC. 907.299.0880 Heritage Coffee Co. 800.478.5282 O'Henry's Coffee Roasting Co. 205-945-8970 Red Diamond, Inc. 205.577.4000 Royal Cup Coffee Roasters 800.366.5836 Treasure Cup Coffee Roasters 205.444.1446 Kennedy Coffee Roasting Company 479.464.9015 Fresh BeanZ Coffee 479.452.2404 Silver Joe's Coffee Company 866.558.6333 RoZark Hills Coffee Roasterie, Inc. 501.556.5808 Blue Otter Coffee 312.327.1970 Passport Coffee & Tea 888.900.1419 Village Coffee Roastery 480.905.0881 Volcanic Red Coffees 866.462.8733 Cortez Coffee Roasters 800.992.6782 Lost Dutchman Coffee Roasters 623.217.1304 Momentto Coffee Roasting Company 480.948.8501 Arbuckle Coffee Roasters 800.533.8278 Roaster X 520.791.0400 La Mill Coffee Specialists 606.202.0100 Surf City Coffee Company 831.685.8614 Tropical Premium Coffee 866.813.1006 Kavanaugh Coffee Roasting Company 510.843.3040 Don Tomas Coffee 408.333.9763 International Coffee Consulting Group 818.347.1378 Chatz Roasting Co 209.541.1100 Chatz Roasting Company 800.792.6333 West Coast Coffee Roasters 619.424.7881 TurkishCoffeeWorld.com 949.419.6207 Blue Bridge Coffee 619.435.5300 Conservatory for Coffee, Tea & Cocoa 310.558.0436 Java Detour 530.756.8020 Trinidad Coffee Company 562-862-3004 Daymar Select Fine Coffees 619.444.1155 Ponderosa Roasting Maintenance & Manufacturing 619.590.3600 Renegade Roaster Design Group 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 Thanksgiving Coffee Co., Inc. 707.964.0118 Sujus Coffee & Tea 510.742.8880 Escoffee LLC 310.918.3016 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 Bird Rock Coffee Roasters 858.551.1707 It's A Grind Coffee Franchise, LLC 562.594.5600 Groundwork Coffee Co. 323.930.3910 Mocha Kiss Coffee 323.512.9800 The Coffee Bean & Tea Leaf 800.832.5323 Josuma Coffee Company 650.366.5453 Inland Empire Coffee Company 909.794.2255 Cafe Bravo Coffee Roasting Co. 951.691.5420 Java Kai 866.528.2524 H&E Sales 949.861.2094 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 Catahoula Coffee Company & Roastery 510.235.0525 Vaneli's 916.315.2538 Beantrees Organic Coffee Co. Inc. 916.444.1164 Java City 877.528.2289 Napa Valley Coffee Roasting Company, Inc 707.286.4062 Caffe Calabria 619.683.7787 Epicurean Global Alliance 763.234.8512 Java Jones CoffeeHouse 619.696.5007 Coffee Klatch Roasting 877.455.2824 America's Best Coffee Roasting Company 415.285.5556 Coffee Holding Company - West Coast 415.337.5111 Coffee Magic/Cup at a Time 415.587.5187 House of Coffee 415.681.9363 UCC Ueshima Coffee Co. 212..397.1860 Barefoot Coffee Works 408.293.7200 Willow Tree Coffees 408.472.7086 Equator Estate Coffees & Teas, Inc. 800.809.7687 Newhall Coffee Roasting 661.295.1170 Pacific Espresso 831.429.1920 WelshSpirit Coffee Company 831.234.5200 Apffels Fine Coffees 562.309.0400 Mountanos Brothers Coffee Co. 800.624.7031 Mountanos Brothers Coffee Co./Lindsay's Teas 800.624.7031 Gavina Gourmet Coffee 800.428.4627 Pacific Bay Coffee Co. & Micro-Roastery 925.939.3908 Bodhi Leaf Trading 714.350.6156 MCR 720.394.0198 Buena Vista Roastery/Bongo Billy's Coffees 719.395.4991 Buy Well International 877.294.6246 Silk Road Trading Company 719.243.3372 Boyer Coffee Company, Inc. 800.452.5282 Cafe Novo Coffee Roasters, LLC 303.295.7678 Dazbog Coffee Company 303.892.9999 Gourmet Reserve LLC 720.849.3213 ink! Coffee 877.223.3465 Kaladi Coffee 720.570.2166 The Great American Coffee Company 303.922.4383 Visionary Gourmet Coffee 303.242.5639 Durango Coffee Company 800.748.2275 Mountain State Golden Roast, LLC 303.868.4454 Elevation Coffee Traders 303.922.3104 Black Cup Coffee Roasting 888.663.1194 Vail Mountain Coffee & Tea 970.827.4008 Solar Roast 719-544-2008 Baronet Coffee Inc. 860.527.7253 One World Coffee & Tea 203.376.1589 Raus Coffee Co 203.820.9434 Delaware City Coffee Company 302.832.3303 Baby Cakes, LLC 954.464.8283 Java D'Oro Gourmet Coffee Roasters 800.381.1752 Cinnamon Bay Coffee Roastery 727.466.9200 Wahoo Coffee Co 321.799.2464 Cafe Bom Dia 888.470.8010 bocajava 954.949.2022 Boca Java 954.949.2019 Cafe Britt 800.462.7488
FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL FL GA GA GA GA GA GA GA GA GA GA GA GA GA GA GA GA HI HI HI HI HI HI HI HI HI HI HI HI HI HI HI HI HI IA IA IA IA IA ID IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IL IN IN IN IN IN IN KS KS KS KY LA LA LA LA LA LA LA MA ma MA MA MA MA MA MA MA MA MA MD MD MD MD MD ME ME MI MI
Doral Fort Lauderdale Hialeah Key West Melbourne Miami Miami Miami Miami Oviedo Port Charlotte Punta Gorda Santa Rosa Beach Sarasota st petersburg Tampa Tampa Tampa Tampa Winter Park Yulee Americus Athens Atlanta Atlanta Atlanta Atlanta Atlanta, Augusta Birmingham Cleveland Marietta Roswell Senoia Senoia Smyrna Tucker Capt. Cook Captain Cook Captain Cook Captain Cook Holualoa Honolulu Island of Hawaii Kahului, Maui Kailua-Kona Kailua-Kona Kailua-Kona Kalaheo Kauai Kealakekua Kealakekua, Kona Kihei Mountain View Cedar Rapids Des Moines Des Moines Hiawatha Urbandale Coeur d' Alene Arlington Heights Belleville Bourbonnais Champaign Chicago Chicago Chicago Chicago Chicago Deer Park Downers Grove Elgin Geneva Hanover Huntley Loves Park North Chicago Plainfield Schiller Park Spring Grove Washington Woodridge Greencastle, Indianapolis Indianapolis Indianapolis Indianapolis Muncie Shawnee Topeka Topeka Louisville Covington Kenner Metairie New Orleans Port Allen Shreveport Shreveport Acton boston Canton Dorchester Malden Needham Northampton Northborough Sommerville West Bridgewater West Bridgewater Annapolis Baltimore Crofton Millersville Rockville Freeport Rockland Ann Arbor Bay City
El Injerto 305.594.7675 Javalution Coffee Company, Inc. 800.260.6114 Cafe Supremo 305.820.5520 Baby's Place Coffee Bar, Inc. 305.744.9866 Corsair Coffee Corp. 316.941.9995 Cafe Don Pablo 305.249.5628 Colonial Coffee Roasters, Inc. 305.634.1843 Natura Products USA Inc. 305.853.8738 Rowland Coffee Roasters, Inc. 305.594.9062 Geisha Coffee Roaster 407.491.4757 Mrs. McDougalls Roasting House LLC 941.276.0381 Mercers Fresh Roasted Coffees 941.661.6383 Amavida Coffee and Trading Company 850.376.1650 Latitude 23.5 Coffee & Tea 877.260.9212 Kahwa Coffee Roasting 727-388-1340 Bay Coffee & Tea Company 813.735.3970 Buddy Brew Coffee 813.263.0990 Javamo Coffees Inc. 877.282.7066 Joffrey's Coffee & Tea 813.250.0404 Elite Gourmet Coffee 407.571.1000 Nuanz Coffee Roasters & Tea Merchants 904.225.7272 Cafe Campesino, Inc. 888.532.4728 Jittery Joe's Roasting Company 229.848.7760 Atlanta Coffee Roasters 404.636.1038 Beanealogy 678.296.1770 Partners Coffee Company 404.344.5282 The Buckhead Coffee Company 866.407.3090 J. Martinez & Company - Coffee Merchants 800.642.5282 Buona Caffe 706.714.2809 H.C. Valentine Coffee Company 800.366.5836 JumpinGoat Coffee Roasters 706.219.1820 Aroma Ridge 770.421.9600 Viazza Coffee 770.664.5176 Coffee By David 770.599.1932 Jungljava Coffee Co. 678.463.7836 Atlanta Coffee Supply Group (Lakehouse Coffee) 404.799.7774 BlackGold Coffee Company 678.315.5717 Captain Cook Coffee Co 808.322.3501 Fike Farms 808.328.2265 Koa Coffee Plantation 808.328.8803 Makahiki Farms 800.896.0350 Buddha's Cup 808.322.6712 Kimo Bean Coffee Company 808.848.5191 Greenwell Farms 888.592.5662 Maui Coffee Roasters 808.877.7780 Hula Bean Coffee Inc. 808.329.6152 Kona Brothers Coffee Roasting Inc. 808.331.0800 Mountain Thunder Coffee/Plantation Int'l Inc. 808.325.2136 Kauai Roastery 808.338.9899 Kauai Coffee Co. 800.545.8605 Greenwell Farms Inc. 808.323.2862 Kona Joe Coffee LLC 808.322.2100 Hawaiian Royal Trading 800.311.1818 Hilo Coffee Mill 808.968.1333 L & L Coffee Company 319.361.4787 Coffee Concern Inc.DBA: Zanzibar's Coffee Adventure 515.244.7694 US Roasterie 515.243.8805 Roasters Coffee House 319.393.6001 Friedrichs Coffee 888.612.5050 Cafe Avion 877.432.7890 Central Imports Inc. 847.436.4365 Oregon Trail Roasting Company 618.416.0402 Moon Monkey Coffee Company 815.304.1922 Columbia Street Roastery 217.352.9713 Intelligentsia Coffee Roasters & Tea Blenders 312.563.0023 JSL SADECV 773.680.0623 Julius Meinl 773.883.1862 La Capannina Coffee 708.453.5840 Metropolis Coffee Company 773.764.0400 HealthWise Gourmet Coffees LLC 800.984.0000 Sara Lee Foodservice 800.682.7272 Melitta SystemService USA, Inc. 888.635.4882 Cafe Navilu 866.679.8767 Coffeemaria 630.768.2043 Chicago Coffee Roastery, Inc. 847.669.1156 JavaMania Coffee Roastery Inc. 888.280.5282 Coffee Fresh, Inc. 847.578.0772 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 Jameson Coffee 800.694.9559 Harvest Cafe Coffee Roasters 317.585.9162 Hubbard and Cravens Coffee Company 317.251.3198 Julian Coffee Roasters 317.247.4208 Stanton Coffee 866.280.1230 Alliance World Coffees 765.282.1004 Sunflower Coffee Roasting 913.262.2229 Cuppa Jane Coffee and Tea 877.273.5282 PT's Coffee Roasting Company 785.862.5282 john conti Coffee Co. 800.928.5282. 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 Community Coffee Company, L.L.C. 225.368.3919 Jelks Coffee Company, Inc. 800.235.7361 TheArtofCoffee.org 318.347.3205 George Howell Coffee Company 978.635.9033 Birds & Beans LLC 857.233.2722 Dunkin' Brands 781.737.3000 Flat Black 617.549.7546 New England Coffee Co 800.225.3537 Fazenda Coffee Company 781.559.8000 Indigo Coffee Roasters 800.447.5450 Armeno Coffee Roasters 508.393.2821 Coffeelands Landmine Trust 800.325.3008 Equal Exchange 774.776.7401 Equalexchange 774.776.7400 CaffÈ Pronto Coffee Roastery 410.626.0011 Eagle Coffee Co. Inc. 410.685.5893 Chesapeake Bay Roasting Company 800.927.6885 The Cosmic Bean Coffee Company 410.370.1782 Mayorga Coffee Roasters, Inc. 877.526.3322 Freeport Coffee Roasting 207.329.2964 Rock City Coffee Roasters 207.594.5688 Zingerman's Coffee Co. 734.929.6060 The Harvest Coffeehouse & Beanery 989.893.0872
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MI MI MI MI MI MI MI MI MI MI MI MI MI MI MI MI MI MN MN MN MN MN MN MN MO MO MO MO MO MO MO MS MS MT MT MT MT MT NS NC NC NC NC NC NC NC NC NC NC NC NC NC NC NC NC ND ND NE NE NE NE NJ NJ NJ NJ NJ NJ NJ NJ NJ NJ NJ NJ NJ NJ NJ NM NM NV NV NV NV NV NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY NY OH OH OH OH OH OH OH OH OH OH OH OH OH OH OH
Brooklyn Farmington Hills Flushing Grand Rapids Grand Rapids Jackson Kalamazoo Kalamazoo Lansing Livonia Nunica Okemos Plymouth Saugatuck Traverse City Troy Walled Lake Big Lake Minneapolis Minneapolis Minneapolis Mpls Ramsey Waconia Kansas City Kansas City Kansas City Raytown St Louis St. Louis St. Louis Canton Oxford Billings Great Falls Kalispell West Yellowstone Whitefish Wolfville Aberdeen Asheville Carrboro Charlotte Concord Durham Greensboro Hampstead Raleigh Raleigh Raleigh Raleigh Raleigh Raleigh Unit 104 Waynesville Park River Westhope, Bellevue Omaha Omaha Omaha Asbury Park Bricktown Deptford Forked River Hammonton Jersey City Lambertville Manalapan Maywood Mickelton Millville Pennsauken Stirling Toms River West Orange Red River Santa Fe Las Vegas Las Vegas Minden Reno Reno Binghamton Binghamton Bowmansville Brooklyn Brooklyn Brooklyn Buffalo Buffalo Flushing Hudson Ithaca Kingston Long Island City New York New York New York New York Penn Yan Staten Island Syracuse Tarrytown Troy Water Mill Webster Yonkers Yorktown Heights Akron Berea Bowling Green Cincinnai Cleveland Columbus Columbus Columbus Columbus Kettering Lakewood Lancaster Malvern Mechanicsburg Sylvania
The Evelyn Bay Coffee Company Chazzano Corp The Coffee Beanery Grand Rapids Coffee Roasters Schuil Coffee Jackson Coffee Co. Gull Lake Coffee Roasting Water Street Coffee Joint Paramount Coffee Company Perk & Brew Corp Magnum Coffee Roastery The Coffee Barrel Coffee Express Co. Uncommon Grounds Higher Grounds Trading Co. Enchantment Coffee Java Master Cafe d'Vine Caribou Coffee Company, Inc. Dunn Bros Coffee Quarry Coffee Microroasters B & W Specialty Coffee Co. Paradise Roasters Specialtyjava.Com Broadway CafÈ & Roasting Parisi Artisan Roasters The Roasterie, inc. 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 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 Company S&D Coffee Inc Counter Culture Coffee, Inc. Carolina Coffee Roasting Company Java Estate Roastery, Inc. 8th Sin Coffee Company Falls River Coffee Larry's Beans Inc. Neosoul Stockton Graham & Co. Tradewinds Coffee Co., Inc. Joe Van Gogh Panacea Coffeehouse, CafÈ & Roastery Java Fix MoJo Roast, Inc. Coffeehouse in a Box LaRue Coffee Scooter's Coffeehouse Urekacoffee.com Asbury Park Roastery LLC Corim Coffee Talk N' Coffee Davan Espresso, Inc. Pratts Hill of Beans Kobricks Coffee Co. Rojo's Roastery Caffe-Amante Moon Doggie Coffee Roasters Crescent Moon Coffee & Tea Kaffe Magnum Opus, Inc. Lacas Coffee Co World Of Coffee Wien & Bald Coffee Farms Purley Java Red River Roasters Zulu Brew Nespresso - Nevada SlimCafe coffee corp Alpen Sierra Coffee Roasting Company Agtron, Inc. Wood-Fire Roasted Coffee Co. Java Joe's Roasting Co., Inc. Laveggio Roasteria Parkside Coffee CafÈ La Semeuse Gillies Coffee Co. Hena Coffee McCullagh Coffee S. J. McCullagh, Inc. Ch Group Corp Strongtree Organic Coffee Roasters gimme! coffee Monkey Joe Roasting Co. Inc. White Coffee Corp. Colombian Coffee Federation, Inc. Irving Farm Coffee Company LavAzza Nespresso Keuka Lake Coffee Roasters / JAVA-GOURMET Coffee Holding Company Inc Cafe Kubal Coffee Roasters Coffee Labs Roasters Grafton Hills Coffee Roasters, Inc. Hampton Coffee Company Joe Bean Coffee Roasters Barrie House Coffee & Tea Bear Mountain Coffee Roasters, Inc. Angel Falls Coffee Company Red Cedar Coffee Co., LLC Grounds for Thought Coffee Emporium Solstice Coffee Roasters Backroom Coffee Roasters Crimson Cup Coffee & Tea Stauf's Coffee Roasters/Cup O' Joe Thatchers Coffee Roasters The Fine Grind Joe Mud Coffee Consulting Chief Cooker Rosta's Roast Hemisphere Coffee Roasters Drake's Fine Coffee Roasting
517.592.4774 248.254.3220 888.385.2326 616.308.7753 616.956.6815 517.990.6770 269.720.3878 269.373.2840 800.968.1222 734.722.0580 616.837.0333 517.349.3888 734.459.4900 269-857-3333 877.825.2262 734.945.4037 248.669.1060 281.980.6643 888.227.4268 612.334.9746 612.728.7208 800.331.2534 763.433.0626 952.442.3267 816.531.2432 816.455.4188 816.931.4000 816.868.5581 314.369.0432 800.455.5282 800.428.2287 888.600.4811 662.791.9791 888.545.4675 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 919.832.8898 919.866.2128 919.828.1234 800.419.7685 800.835.5943 800.457.0406 919.644.0111 828.400.8129 701.284.6707 701.245.8080 402.359.3629 800.658.4498 866.863.7266 402.330.6368 732.807.3155 732.840.1670 800.597.2326 609.693.8822 609.287.0865 201.656.6313 609.397.0040 732.984.1330 201.556.0111 856.832.0626 800.652.5282 856.910.8662 908.647.1218 848.333.9241 201.683.8843 713.249.1613 505.310.0929 702.367.3663 877.546.2233 800.531.1405 775.850.4600 775.856.2033 607.348.0444 607.779.1100 716.681.3078 718.387.9696 718.499.7766 800.924.2304 716-856-3473 716.856.3473 718.762.3479 518.697.8851 607.273.0111 845.331.4598 800.221.0140 212.421.8300 212.206.0707 800.466.3287 800.566.0571 315.536.7843 800.458.2233 315.278.2812 914.332.1479 518.686.3336 631.726.2633 585.265.4388 800.876.2233 914.960.4455 330.376.5282 440.260.7509 419.354.2326 513.321.5943 216.990.7723 614.486.8735 888.800.9224 800.778.2837 614.593.3121 937.293.2925 216.647.6419 877.916.6537 330.863.1726 937.834.3230 419.882.0800
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OH OH OK OK OK OK ON ON ON ON ON OR OR OR OR OR OR OR OR OR OR OR OR OR OR OR OR OR OR PA PA PA PA PA PA PA PA PR RI RI SC SC SC SC SC SC SD TN TN TN TN TN
Toledo Westlake Edmond Oklahoma City Oklahoma City Tulsa Brampton Oakville Stouffville Toronto Windsor Albany Aloha Ashland Bandon Hillsboro Joseph Newberg North Plains Portland Portland Portland Portland Portland Portland Portland Portland Portland Stayton Cranberry Township Delaware Water Gap Kennett Square Lebanon Manchester Upper Black Eddy West Chester Wynnewood Santurce-San Juan Providence West Greenwich Blythewood Charleston Columbia Columbia Ravenel Travelers Rest Rapid City Chattanooga Chattanooga Chattanooga Gatlinburg Knoxville
Flying Rhino Coffee & Chocolate 419.244.6100 Windward Coffee Co. 440.734.2591 Urban Coffee 405.359.0149 Neighbors Coffee 800.299.9016 US Roaster Corp./Roasters Exchange 405.232.1223 Topeca 918.398.8022 Abruzzo Italian Imports 905.857.5059 Reunion Island Coffee 800.565.5950 Velvet Sunrise Coffee Roastery 905-205-0783 Club Coffee 800.387.4367 Colonial Coffee Co. Limited 519.966.9733 Allann Bros. Coffee Co., Inc. 541.812.8000 The Original Coffee Brake Company, LLC 503.624.9416 Noble Coffee Roasting 541.326.1382 Rayjen Coffee Company 541.347.4065 Longbottom Coffee and Tea 800.288.1271 Motley Brew Coffee CompanyÆ 541.432.2326 Caravan Coffee 503.538.7365 Oregon Coffee Roaster, Inc. 800.526.9940 Boyd Coffee Company 800.545.4077 Coffee Bean International 503.227.4490 K&F Select Fine Coffees 800.558.7788 Kobos Coffee Company 503.222.2302 Nossa Familia Coffee 800.525.1610 Portland Roasting 800.949.3898 Rose City Roasting 503.771.0843 Stumptown Coffee Roasters 503.758.2251 Urban Grind Coffeehouse & Roaster 503.546.5919 Tico's Coffee Roasting Co. 503.999.8426 KivaHan Coffee 724.742.2326 Watergap Coffee Company 570.897.6898 Independence Coffee Company of Pennsylvania 610.347.1549 East Indies Coffee & Tea Company 717.228.2000 My Coffee Guru 717.266.2487 Homestead Coffee Roasters, LLC 610.982.5121 Morning Star Coffee 888.854.2233 Quaker Coffee Co. 610.642.0544 PR Coffee Roasters, LLC 787-721-3337 Coffee Exchange 401.273.1198 Paravisini Coffee Company 401.623.8775 Iron Brew Coffee Co. 888.448.1441 Charleston Coffee Roasters 843.266.7444 Mac's Java Coffee Roasters 803.233.1368 Turtle Creek Coffee 803.419.2020 Island Coffee 800.829.6724 Leopard Forest Coffee Co. Inc. 864.834.5500 Bully Blends Coffee & Tea Shop 605.342.3559 Chattanooga Coffee Company 423.266.2323 Greyfriar's Coffee, Rarecoffee.com 423.648.9267 Stone Cup Roasting 888.698.4404 Coffee and Company 865.430.4280 Goodson Bros Coffee Company, Inc. 800.737.1519
SCAA Roasters Perspective
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TN TN TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX TX UT VA VA VA VA VA VA VA VA VA VA VA VA VA VT WA WA WA WA WA WA WA WA WA WA WA WA
Maryville Nashville Addison Arlington Austin Austin Beaumont Brenham Carrollton Dallas Fort Worth Helotes La Grange Laredo Nacogdoches Nassau Bay San Angelo San Antonio San Antonio San Antonio Spring Tyler Tyler Watauga Wharton Logan Broadway Charlottesville Gordonsville Hayes Lexington Luray Norfolk Portsmouth Salem Spotsylvania Stuart Virginia Beach Williamsburg Waterbury Bainbridge Island Bainbridge Island Bellevue Bellevue Bellingham Bellingham Bellingham Bothell Burlington Camano Island Cle Elum Des moines
Vienna Coffee Company 865.681.0517 Bongo Java Roasting Co. 615.777.2572 Addison Coffee Roasters 972.404.1145 Mawker Coffee 469.569.6718 Kohana Coffee 512.904.1174 Texas Coffee Traders 512.476.2279 Texas Coffee Co. 409.835.3434 Independence Coffee Co. 979.836.3322 Prostar Services, Inc. 972.977.1347 Globex America 214.353.0328 Rodak's Custom Roasted Coffee 817.924.6821 California Coffee Roasters 877.646.2358 The Roastaurant 979.702.1435 Garcomex International 310-868-8720 Java Jacks Coffee House 936.560.3975 J.J.'s Beans 281.685.1095 DeCoty Coffee Co. 800.588.8001 Aspen Beverage Group 210.684.6363 San Antonio Coffee Roasters 210.308.8882 The Brown Coffee Co. 512.264.4302 Cuvee Coffee Roasting Company 866.688.6608 Coffee City USA 888.583.9526 Distant Lands Coffee Roaster 800.346.5459 Indian Springs Java Roasters 817.584.1944 Tree Frog Coffees 1.979.531-1652 Caffe Ibis Coffee Roasting Co 888.740.4777 Lucas Roasting Company LLC 540.908.1290 Shenandoah Joe Coffee Roasters & Espresso Bar 434.295.4563 Orange County Coffee Roaster Inc. 866.739.5282 Coastal Caffeine 757.342.0821 Lexington Coffee Roasting Co. 800.322.6505 Callao Coffee 540.743.3280 First Colony Coffee & Tea 800.446.8555 Massimo Zanetti Beverage USA, Inc 757.215.7300 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 Green Mountain Coffee Roasters 800.545.2326 Fogwoman Coffee 206.855.9061 Storyville Coffee Company 206.622.0490 Attibassi 425.319.9393 Pangaea Organica 425-269-9108 Moka Joe 360.714.1953 Onyx Coffee 360.739.3775 Tonys Coffees & Teas 360.733.6319 425.770.0841 Columbia Ridge Coffee Company Fidalgo Bay Coffee 800.310.5540 Camano Island Coffee Roasters 360.387.7493 Pioneer Coffee Roasting Company 509.674.4100 Washington's Best Coffee 800.332.0678
an experience that can change the way the consumer interacts with their coffee both at the coffeehouse, and every day. The layout encourages interaction: With low counters, and all of the preparation happening right there in front of the customer, and we offer a dialog that will engage consumers with their drink and how it’s prepared.
Perspective Interview by Aaron Kiel
Talking & Connecting with Consumers A Q&A with SCAA and Roasters Guild Member Coffee Bean International Always on the forefront – leading the coffee industry through the trends and issues of the day – the Specialty Coffee Association of America (SCAA) is currently focusing on how the industry connects with consumers. In fact, SCAA’s upcoming edition of its members-only Specialty Coffee Chronicle speaks to this critical topic. So it’s only fitting to hear from one of the Association’s active members, Coffee Bean International, to learn more about what the industry is doing as it reaches out and talks with customers. A founding member of SCAA and the Roasters Guild, Coffee Bean International is based in the heart of the Pacific Northwest. In May 2010, the company opened its own coffeehouse, Public Domain, which offers consumers the opportunity to explore, learn about and enjoy exceptional coffee. The coffeehouse brings together seasonal coffees, talented baristas, a pour over bar and a new espresso machine, the Slayer, in downtown Portland, Ore. Customers join Public Domain’s roasters and baristas for daily cuppings, weekly Happy Hour Espresso Tastings and Home Brewing Classes. These events encourage customers to sniff, taste and share their thoughts on coffee in a fun and approachable environment – all in an effort to educate and have better communication with consumers. SCAA members Sarah Beaubien, product innovation manager, and Alison Rosenblum, brand manager, Coffee Bean International, share more on the subject. Question: Tell us about the new coffeehouse, Public Domain. What makes it special, especially regarding connecting with consumers? Beaubien: We created Public Domain to bring to life our vision for an ideal coffee experience. In it, we now have a place to connect directly with customers, as we present the best and most interesting coffees and brewing methods we know of. We designed the shop to have a singular focus on coffee – with no food smells, or anything that distracts from the coffee experience. With the espresso machines in a stage-like setting, we hope to deliver
Question: Was connecting with customers a part of the thinking behind Public Domain? Rosenblum: Absolutely. This ties in with our involvement with the Specialty Coffee Association of America, as well as our role as a wholesaler and private label roaster. We are able to bring coffeehouse innovations, such as the Slayer and pour over coffee to the customer, and have the conversations about what is interesting, what intrigues them, and how it affects their coffee experience. Then, we can take these conversations back to everyone who works at Coffee Bean International, and to our clients, bringing the insight of the coffeehouse consumer to our coffeehouse client in areas that don’t have the coffee culture as engrained as Portland, and to the retailers that are looking for ways to distinguish their coffee offerings. Question: How does a roaster/retailer educate consumers, and why is this so important? Beaubien: All of us in specialty coffee stand to benefit from a more educated coffee consumer, and we can do our part by not only serving quality coffee, but by telling the stories about the coffee and where it comes from. As customers become more sophisticated in their coffee tastes and come to understand the beverage, they begin to learn about coffee’s origin. As consumers connect with coffee as an agricultural product, and what goes into producing it, they can better understand coffee economics. It’s all about understanding the many hands that are needed to produce a coffee of quality, and the care, attention and resources that are needed at each step, which should bring about an increased willingness to pay for that level of quality. As more consumers understand this, we can support a more sustainable coffee system, with even better coffee. For more information on becoming a member of the Specialty Coffee Association of America and the Roasters Guild, visit www.scaa.org and www.roastersguild.org. For details on SCAA member Coffee Bean International, visit www. coffeebeanintl.com.
This SCAA Roasters’ Perspective column is brought to you by: Diedrich Manufacturing, Inc. Diedrich Manufacturing is a global coffee roasting equipment manufacturer dedicated to meeting the needs of both in-store/ commercial and industrial coffee roasting companies. For more information about the company, its products and value-added consultative services, please visit www.diedrichmanufacturing.com www.CoffeeTalk.com
WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WA WI WI WI WI WI WI WI WI WI WI WI WI WV WV WY WY
Kettle Falls Lynnwood Maple Valley Mill Creek Milton Mt. Vernon Olympia Olympia Olympia Puyallup Renton Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Seattle Shoreline Shoreline Shoreline Snohomish Spokane Spokane Sumner Tacoma Tumwater Tumwater Twist Vashon Woodinville Appleton Appleton Elmwood Green Bay Madison Madison Milwaukee Milwaukee Onalaska Pepin Sturgeon Bay Madison Ellenboro Summit Point Jackson Hole Sheridan
Crandall Coffee Roasteres Silver Cup Coffee Java! Java! Coffee Co. Alcantar Coffee Company Madrona Coffee Roasters La Crema Roasting Company Batdorf & Bronson Coffee Roasters King Coffee Ltd Mud Bay Coffee Company Endicott Coffee Roasters Java Trading Co. Caffe D'Arte Caffe Luca Coffee Roasters Caffe Umbria, Inc. Caffe Vita Coffee Fonte' Coffee Roaster Pura Vida Coffee Seattle's Best Coffee - Corporate Sleepless Coffee Corp Sound Provisions, Inc Starbucks Coffee Co* Zoka Coffee Roaster Giday's Coffee Seattle Gourmet Coffee Soft Coffee Lowery & Co. Inc. Craven's Coffee Company Thomas Hammer Coffee Roasters Dillanos Coffee Roasters Valhalla Coffee Co. Dominic's Coffee Co. Raven's Brew Coffee-WA Blue Star Coffee Roasting Co. The Vashon Island Coffee Roaster Isle Of Granelli Jacques Cafe Jacques CafÈ Highland Hollow Coffee and Tea La Java a Roasting House Ancora Coffee Roasters, Inc. Johnson Brothers Coffee Roasters, Inc Alterra Coffee Roasters, Inc. Anodyne Coffee Roasting Co. Coulee Coffee Roastery Great River Roasters Door County Coffee & Tea Co. Steep & Brew Coffee Happy Trails Cafe The Black Dog Coffee Company Great Northern Coffee Co., Inc. roast!
509.738.2068 800.311.7275 425.432.2184 425.337.4417 253.722.6760 360.333.1035 800.955.5282 360.943.2646 360.754.6222 888.520.2326 425.917.2920 800.999.5334 206.575.2720 206.762.5300 206.709.4440 888.783.6683 877.469.1431 206.318.6996 866.304.2326 425.368.2959 206.447.1575 866.965.2669 206.407.4163 206.417.5599 800.428.2637 360.668.4545 800.214.2326 509.535.4806 800.234.5282 253.752.7178 866.759.9036 800.917.2836 509.997.2583 206.463.9800 425.487.6824 920.707.4896 920.358.6125 715.639.3409 920.662.0500 608.255.2900 608.256.5282 414.273.3747 414.489.0765 608.386.5575 800.984.5282 800.856.6613 608.22.3070 304.869.3635 304.724.9040 800.216.5323 307.752.7779
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Grounds for Health Grounds for Health
By Justin Mool
Women are indispensible to the coffee-growing world. Anyone who has traveled to origin knows that women play a major role in the production of coffee and in the community as a whole. They are critical to the strength of coffee cooperatives, the quality of coffee products, and the health of local families. Yet women in coffee-growing communities are dying from something that is preventable: cervical cancer. Cervical cancer is the #1 cause of cancer death for women in low-resource settings. There is no direct connection between coffee and cervical cancer; women in these areas are no more prone to cervical cancer than women in the United States. They simply do not have access to adequate screening and treatment facilities. Grounds for Health, an international non-profit that establishes innovative screening and treatment programs, is facilitating change in coffee-growing communities. Worldwide, cervical cancer kills more than 288,000 women each year. In the developing world alone, the World Health Organization estimates that there are over 408,000 cases of cervical cancer reported annually. This accounts for over 80% of the world’s cervical cancer cases. The key to saving these women is early detection. If cervical cancer is not diagnosed until its advanced stages, only 5-10% of women are still alive five years later. When cervical cancer is detected early, the five-year survival rate jumps to over 95%. This dramatic increase in survival rates is evidenced in the more privileged world. Fifty years ago cervical cancer mortality rates were just as high in North America and Europe as they currently are in Sub-Sahara Africa, Asia and Central and South America. In the 1960s, increased awareness and the introduction of screening techniques like the Pap smear contributed to a 70-80% reduction of cervical cancer incidence in developed countries. Pap screening has been adequate in industrialized nations because doctors have access to the technology that makes the test efficacious, and women have the means for follow-up visits and treatment. In emerging countries, however, lack of supplies, trained personnel, quality control, and infrastructure has made this kind of screening technique difficult to implement and near impossible to monitor. All is not lost in the developing world. In fact, the outlook is more encouraging than ever. In the long term, new HPV vaccines show potential to reduce cervical cancer rates worldwide. Current HPV vaccines target viruses that cause about 70% of cervical cancer cases. The World Health Organization recommends that a country should administer national HPV national immunization programs if “prevention of cervical cancer constitutes a public health priority; vaccine introduction is feasible; sustainable financing can be secured; and the cost effectiveness of vaccination strategies in the region is considered.” Unfortunately for emerging countries, the public health priority is there, but the financing and means of implementation often are not. Fortunately for these areas, however, there are other highly effective ways to prevent cervical cancer. Through research initiated by the WHO and Gates Foundation, a new technique called the “Single Visit Approach” has emerged as an effective, lowresource-appropriate method to prevent cervical cancer. Using simple vinegar, cotton balls and a good light, trained medical personnel can visually inspect for the early stages of cervical cancer. They can then use cryotherapy to freeze off the potentially cancerous cells. The critical advantages of the Single Visit Approach are that it requires simple resources, non-technical equipment and provides immediate results. Women can be screened and treated in the same day. Grounds for Health has pioneered the Single Visit Approach in coffee communities of Central America and Africa. Since its founding in 1996, never before has Grounds for Health seen such dramatic potential for change. Program Director August Burns notes, “Before we could only see 400-500 women per campaign—
important for the individual women, but only a drop in the bucket when CERVICAL CANCER you consider the enormous need. 288,000 women die annually from cervical Now the Single Visit Approach has the potential to help tens of thousands of cancer women in the coffee world right now. 510,000 cases are reported annually And perhaps even more importantly, 408,000 (80%) of cases are in the serve as a demonstration model of developing world what is possible in any community.” Grounds for Health currently has 95-98% five-year survival rate when programs at coffee co-operatives detected early in Mexico, Nicaragua and Tanzania. The organization only comes to Sources: communities when invited, and World Health Organization (WHO). Comprehensive cervical cancer control: A guide to essential practice. Geneva: WHO; 2006. collaborates closely with the coffee WHO. Human papillomavirus infection and cervical cancer. 2010. cooperatives to ensure dissemination http://www.who.int/vaccine_research/diseases/hpv/en/ of accurate information and to secure transportation for the women and other logistics. While at the program site, Grounds for Health focuses on training medical personnel through one-onone mentoring. This way, Grounds for Health empowers local health officials with the Single Visit Approach so they can continue the life-saving programs indefinitely. Through its experience in the field, Grounds for Health estimates that the Single Visit Approach costs just 23¢ in supplies to screen one woman, with treatment equipment being slightly more expensive. Even so, the Single Visit Approach is far from simple. Intensive education and refresher courses are essential to the success of prevention campaigns. Over the last three years, Grounds for Health has perfected its handson, interactive training regimen to ensure healthcare personnel from doctors to nurses can attain excellent competency. Grounds for Health’s cervical cancer prevention programs also have the benefit of creating a gateway for poor rural women to access a host of other reproductive health services. Women who come for screening are also asked about other needs and offered family planning and general medical services as requested. Using the Single Visit Approach, Grounds for Health has proven that coffee-growing regions are a logical place to make progress against cervical cancer. While these areas are often poor, disadvantaged, and remote, they possess the infrastructure and community support to make effective cervical cancer campaigns possible. The coffee industry itself has been instrumental in its resolve to support the cause. The fight against cervical cancer is a winnable one, and the coffee industry has a once-in-a-lifetime opportunity to be a global leader and make a real, lasting impact. By supporting organizations like Grounds for Health, coffee companies can bring us one step closer to ensuring all women have the opportunity to live long, healthy and productive lives. To become a corporate sponsor or receive information about co-branding and other promotional campaigns, contact Grounds for Health at 802.241.4146 or visit http://groundsforhealth.org. CT
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Smart Marketing by Lisa Olsen
Social Media: Making it work for you The world seems to be all a buzz about social networking and social media. The rate of growth is off the charts and the rules and history are being made as we speak. If you haven’t already started to use social media, how do you get started? 1. Go out and explore - Type your own company name into Google and see what you get. Then type in your competitors’ names. Explore the different options (Facebook, Twitter, blogs, etc.) and see what others are doing. 2. Engage others to learn fast – This might mean that you sit down with your daughter while she is on Facebook just to learn how it works. 3. Get expert advice. There are some fairly good books and articles already being written about social networks and the use of social media. Hire a computer geek to give you a tour and help you determine how the tools can apply to your business. 4. Be creative - I do not mean get caught up in the bells and whistles here. Think about what your customers want from you. Find out what social networks they are using and why. Use this to determine which social media tools to use and how. 5. Start small and test. You will learn the most by doing but do not bite off more than you can chew, fail, and then say it didn’t work.
Once you are up to speed, keep these tips in mind: 1. Pay attention and listen carefully – Social media is not your 20th century marketing. You are not putting out an ad and watching the sales volume. 21st century marketing is about the conversation you have with your customers. 2. The light never goes out on social media - As the head of the company, it is your ultimate responsibility to make sure you are interacting with your customers 24/7. 3. Monitor your competition constantly - Social media gives you the opportunity to see exactly what is going on with your competitors. Do not forget to watch. 4. Have realistic expectations - Social media is conversational marketing. You are listening not selling. It produces results over time as you build your relationship with your customers. 5. Be patient or hire it - If you lack patience, either learn how and fast! or have someone else handle your social media. 6. Not a panacea - Social media is NOT a quick fix or a magic bullet. It must be integrated into your marketing mix. 7. Conversation is the key - Success in social media is NOT to be measured by how well we are pushing our message onto a potential customer. Success IS gauged by the number of conversations listened to, problems solved and useful suggestions received from our community of customers. 8. Trust is your ROI - The more your customers trust you, the more they buy from you, and tell their friends about you. 9. Social media is electronic word of mouth marketing. Done right, your customers become evangelists for your product and bring in new customers. 10. Interaction with your customer has a value – Stretch your mind and get out of your old box of measurement. Social media is highly measureable using data from the social network. Combine that data with assigned value of the interaction. Plan, plan, plan – jumping in with your guns a-blazing has never worked with marketing and it will not work here either. Think through your target audience and their use of social media. Then think through what you should use and how you should use it. CT Lisa Olson is the President of Smart Marketing, Inc. Have a marketing question? Submit it to Lisa at lisa@you-r-smart.com.
Coffee Fest Listings Astoria-General Espresso Equipment Corp. Booth# 300 336-393-0224 www.astoria.com General Espresso Equipment was incorporated in 1995 and sells exclusively the Astoria brand of commercial espresso machines. Along with our national network of distributors, dealers and independent service companies, we are prepared to overcome new expectations with unmatched reliability and innovative technology. See our ad on page #23 BriteVision Booth# 532 877.479.7777 www.britevision.com BriteVision, the leader in custom cup sleeve production offers cafe's, roasters and coffee chains fast and affordable 4-color printing on eco-friendly materials! Low minimums and creative support. Make your sleeves work for you with branding and promotions. Learn more at www.britevision.com or drop by our SCAA Booth #2749. See our ad on page #13 Cirqua Customized Water Booth# 407 805.987.7372 www.cirqua.com Cirqua Customized Water™, developer of formulation water for coffee and tea; the premier water treatment provider to the specialty beverage industry now 30 years strong. The Formula™, used in homes, commercial applications, by SCAA, US Barista Competitions, World Tea Expo, Coffee Fest and top Coffee Chains in the World. See our ad on page #21
Coffee Holding Company Booth# 316 800.458.2233 www.coffeeholding.com Coffee Holding Company provides Green Coffee Solutions for discriminating specialty coffee roasters, offering an extensive global menu, from one bag to a full truck. Call 800.458.2233 today! See our ad on page #7 Costellini's Booth# 713 877.889.1866 www.costellinis.com Our goal is quite simple! To provide consistent "Premium product's" ALWAYS and at competitive prices. Visit www.costellinis. com today See our ad on page #21 Java Jacket Booth# 211 800.208.4128 www.javajacket.com Java Jacket- The Original Green Coffee Sleeve. Comes in 100% Recycled Natural Kraft or White. Can be Custom Printed with your design. See our ad on page #17, 23 Novus Tea Booth# 423 888.244.3569 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. See our ad on page #21
Pacific Bag, Inc. Booth# 600 800.562.2247 www.pacificbag.com PBi is a full-line flexible packaging company that services the specialty coffee, specialty foods, holistic pet food, natural products, and promotional packaging markets. Give us a call, we make packaging simple. See our ad on page #21, 23 SmartCup, Inc. Booth# 800 530.889.1754 by www.mysmartcup.com SmartCup introduces XPress, the world?s first disposable/recyclable French Press. XPress is comprised of a lid, rod and press that fits most standard 16 & 20oz. hot cups. The XPress lid delivers a superior taste in a personalized cup of coffee or tea. The best coffee your customer wants and deserves. Fresh, Pressed and Custom. See our ad on page #19
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SweetBird Booth# 626 866.575.6901 www.heysweetbird.com Come and meet Sweetbird, a connoisseur of all things fruity, tasty and flavorsome. His range of vegetarian and vegan approved Syrups, Sauces and Smoothies are the must have for the discerning café or restaurant owner. Free from all things nasty, what more could you ask for? Visit us on stand #626 See our ad on page #15 TightVac Booth# 333 888.428.4448 www.tightvac.com Tightvac's are the ultimate Coffee container! Coffee is packaged with a release valve allowing natural gases to escape. Our Unique Tightvac Closure System allows for the coffee to breathe while in the container keeping your coffee beans & grounds in the ultimate COFFEE environment. Tightvac's guarantee the smooth coffee flavor you pay for! See our ad on page #23
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Vessel Drinkware Booth# 704 866.876.8282 www.vesseldrinkware.com Vessel Drinkware has developed a unique model that works for coffee retailers of all sizes. Retailers can offer their customers an assortment from our broad selection of designs, which are available for co-branding. We can also print your logo on any of our bodies. See our ad on page #6 Visions Espresso Services Booth# 607 800.277.7277 www.visionsespresso.com Quality equipment, latest accessories, professional training materials, tools, and parts for commercial or home use. Visit our website and see what's new at www.visionsespresso.com or call us at 1-800-277-7277 See our ad on page #21 Vita-Mix Corporation Booth# 617 800.437.4654 www.vitamix.com/thequietone As a global leader in the commercial blending industry, Vitamix products are the first choice of food operators, restaurateurs and bartenders worldwide. Vitamix provides a high level of value and benefit to its customers by developing and producing high-performance, durable, reliable and innovative blending equipment. For more information, visit vitamix.com/foodservice. See our ad on page #4, 5, 23
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SCAA announces Board of Director election results 2010/2011 slate of candidates confirmed
Correction
The Turkish Coffee article on page 20 of CoffeeTalks May’s issue was inadvertently credited to Laura Everage. The correct writer is Evren Arat. Our apologies to Turkish Coffee World, www.turkish coffeeworld.com.
COFFEE-MATE® announces the winner of the “28 Days of COFFEE-MATE Sweepstakes”
COFFEE-MATE announced the official winner of the “28 Days of COFFEE-MATE Sweepstakes”, presenting the $10,000 check to Dan Curis, owner of Curis Corporation, a Big Boy restaurant franchisee, and John McMurray, store manager. The COFFEE-MATE Feel the Love 2010 promotion was officially launched with this February sweepstakes underscoring the fact that 28% of consumers say they’d increase the frequency of their visits if COFFEE-MATE were offered where they usually get their coffee. Foodservice operators can visit www.CMFeelTheLove.com every day in 2010 for different special offers, merchandise giveaways and profit-building tips from America’s #1 coffee creamer. For official contest rules, details and to register, visit www.CMFeelTheLove.com.
From raw materials to finished product – Global companies exhibit at COTECA Hamburg
Coffee in every form, classic teas and cocoa products, modern roasting and processing systems, and services for all aspects of the three industries are on show at COTECA Hamburg, the International Trade Show for the Coffee, Tea & Cocoa Business, from 4 to 6 June. The premiere of this international event will feature more than 100 exhibitors from Germany and abroad at the Hamburg Fair site. They cover the whole bandwidth from storage and processing right through to the final product. Many of them are among the international market leaders in their sector. The three days of COTECA provide a great forum for presentation of products and services, and for cultivating contacts with customers and suppliers. COTECA Hamburg, the International Trade Show for the Coffee, Tea & Cocoa Business, is the first trade fair in Europe to cover the entire process chains of all three hot beverage segments, coffee, tea and cocoa from the raw product through to the ready-todrink beverage. The new trade show will be accompanied by an international conference where leading speakers from Germany and abroad will present the global challenges, opportunities and trends in the three markets. COTECA Hamburg has the concept support of the German Coffee Association. For further information, please visit the website www.coteca-hamburg.com.
Cuvée Coffee goes right to the source
From the coffee farm fields in El Salvador to the hip opening of a friend’s coffee shop in Taiwan, Mike McKim’s endless pursuit of the best coffee on the planet has made him an icon in the coffee industry and a Central Texas pioneer as one of the few, if not the only, Texas roaster to personally source coffee directly from farms in Central and South America. McKim’s direct trade model is a cornerstone of Cuvée Coffee Roasting Company, which he founded in 1998 and relocated his roasting plant from Houston to Spicewood two years ago to be closer to his biggest clients – a multitude of independent coffee houses in Austin committed to serving the best cup of java possible. In McKim’s quest to have the best brew available to his wholesale clients, he travels regularly to El Salvador, Guatemala, Costa Rica, Peru and Brazil. He travels to
many obscure regions and has found that in many instances, coffee growers don’t engage with other growers. He says he shares what he learns from one grower with others and helps to educate the farmers on the best, most sustainable growing practices. And by taking the time to understand their challenges and costs, ensures that they are paid a premium so they can profit by the relationship. For more information about Cuvée Coffee Roasting Company, visit www.cuveecoffee.com.
The Specialty Coffee Association of America (SCAA) announced the results of its recent general election. The following individuals have been elected to serve a term as a Director at large: Willem Boot, Marty Curtis, Al Liu, Paul Thornton and Max Quirin, who was elected to the position of 2nd Vice President. The nominating committee of the SCAA Board of Directors put together their recommendations last December and the slate was accepted by the full Board in January and notification was sent to membership in March. Association bylaws require participation by at least 5% of the eligible voting membership and the vote count was officially tallied, confirming these results. For a full roaster of SCAA Directors and more information, please visit, www.scaa.org/?page=board.
Largest coffee distributor in Maine joins Weldon Flavorings
Hanns R. Neumann Stiftung initiates “Building Coffee Farmers Alliances Project” in Uganda
Recently, the foundation Hanns R. Neumann Stiftung (HRNS) has been granted support by the Bill & Melinda Gates Foundation for developing a project assisting up to 20,000 smallholder coffee farmers and their families to increase income and improve their livelihoods. The success of a prototype project (realized in 2005 in Mityana & Mubende District, benefiting 15,000 farmers) motivated the foundation to apply for a grant of the Gates Foundation to develop their concept and reach out to a larger number of farmers and their families in further production areas of the country. With a sound partner network in place, the HRNS is now launching the first phase of the project which will be conducted over a period of four years. Coffee is the most important cash crop in Uganda with an estimated number of about 500,000 coffee producers. The concept of the HRNS is to empower the beneficiaries’ ability to develop their entrepreneurial skills. Specifically, two pillars determine the project’s success: farmer responsibility and long-term sustainability. For more information, visit www.hrnstiftung.org.
Specialty Coffee Association Fred's Coffee Co. is now distributing Weldon of America names its 2010 Flavorings coffee flavorings throughout Maine other parts of New England. Contact UBC winner Product Award recipients and and Fred's at: http://www.fredscoffee.com. Congratulations Ultimate Barista Mike Love announces Houston as host of Coffee Labs Roasters in Tarrytown, NY for an impressive performance at the 2010 Coffee Quality city for 2011 Exposition Ultimate Barista Challenge NYC "Showdown" The Specialty Coffee Association of America’s and winning the Diedrich IR -3TT Roaster, (SCAA) 22nd Annual Exposition & Symposium, Institute awards Astoria Espresso Machine, Everpure Claris held April 15 – 18, 2010, Anaheim, Calif., was Sunalini Menon Water System and Vitamix Blender. The a hit with coffee professionals, vendors and UBC is an open entry barista competition industry experts. Dubbed “The Event,” as it’s with Leadership with dueling bouts in 4 categories: Latte the premier and largest event for the specialty Art, Espresso Cocktail, Espresso Frappe and coffee industry, the Exposition and Symposium Medal of Merit new this year, Chemex brewing! Qualifying drew more than 8,000 international coffee professionals from more than 40 countries at the Anaheim Convention Center. Conference delegates focused on specialty coffee, new products and services and the latest trends and issues in the coffee marketplace. SCAA is the world's coffee authority and largest coffee trade association. Mark your calendar: SCAA’s 23rd Annual Exposition takes place in Houston, Texas, April 29 – May 1, 2011. For a complete list of new product winners and more information on 2011 Exposition, visit www.scaa.org.
Vitamix® launches the Quiet One™, the quietest commercial blender available
Vitamix®, a recognized global leader in blender technology since 1921, proudly introduces The Quiet One™. A powerful, premium blender, The Quiet One provides unparalleled sound reduction, exceptional blends for a consistently superior product and significantly improved speed of service. Specifically created for coffee shops and high-end bars, it’s ideal for any frontof-the-house environment thanks to its dramatic sound reduction capabilities. An innovative door seal design, coupled with patentpending floating technology significantly reduce vibration transmission and improve airflow. In addition to improved noise levels and innovative design, The Quiet One offers proven core technology that ensures exceptional and consistent performance that is synonymous with Vitamix products. Six program buttons with 34 optimized programs to choose from provide the operator with ease of use and consistent beverage preparation every time. The unit is also fully programmable to create custom blending programs for signature drinks, smoothies and blended coffees. Finally, The Quiet One, along with many other Vitamix commercial products, features an Advance™ container with a unique design and built-in dripless spout that improves pourability. For more information on the new Vitamix Quiet One, or to hear the difference, visit www.vitamix.com/thequietone.
The Coffee Quality Institute (CQI) is pleased to announce that the 2010 Leadership Medal of Merit was awarded to Sunalini Menon of Coffeelab Private Ltd. Ms. Menon received the award at CQI’s 12th Annual Luncheon during the Specialty Coffee Association of America’s 22nd Annual Exposition in Anaheim, CA. Ms. Menon has been directly associated with quality and quality-related aspects of coffee for over 30 years, within India and internationally. As Asia’s first female professional coffee cupper, she has been a strong supporter of CQI projects as a Coffee Corps volunteer and as a presenter in conferences all over the world. Ms. Menon has provided invaluable contributions to the coffee industry and has been unrelenting in her efforts of quality, training and mentoring. The Leadership Medal of Merit is awarded every year at CQI’s luncheon to recognize outstanding contributions by coffee industry members or organizations in furthering the CQI goals and objectives. The Coffee Quality Institute® (CQI) is a non-profit 501(c)3 organization working internationally to improve the quality of coffee and the lives of the people who produce it. For more information, visit www.cofffeeinstitute.org.
Coffee Quality Institute announces Q Program expansion in Brazil and training funded by NUCOFFEE
The Coffee Quality Institute (Long Beach, CA) is pleased to announce the expansion of its Q Coffee System in Brazil. At the end of the May, CQI provided two Q Grader Certification Courses, a rigorous course designed to hone and test cupping and sensory abilities and provide a path to professional accreditation. If passed, these additional cuppers in the country will be part of an infrastructure for identifying and separating high quality coffees that aims to provide greater opportunities for coffee producers to enter the marketplace and increase their economic viability. As the world’s largest producer of coffee, Brazil is vitally important to this worldwide initiative for evaluating coffee quality and establishing a link between quality and producer income, ultimately with the purpose of creating a strong supply of specialty coffee. This particular training is sponsored by NUCOFFEE (São Paulo, Brazil) and represents increased outreach and support from the private sector. NUCOFFEE connects growers, cooperatives and roasters in a transparent business partnership. Their commitment is to value the origin and recognize the producer, promoting quality excellence, adding real value and creating effective evolution throughout the coffee chain. For more information, please visit http://www.nucoffee.com.br/.
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winning barista selects which Ultimate Barista to Challenge. Join UBC in Houston Texas June 27 - 29. Register online at www. ultimatebaristachallenge.com.
Grinding, tamping, pulling shots and serving others
Baristas from over 50 countries will compete for the honor of World Champion Barista at the 11th Annual World Barista Championship (WBC) in London, England, June 23-25. The event will also feature efforts to raise awareness and funds for Coffee Kids, an international nonprofit dedicated to helping coffee-farming families. This year, the WBC will be held in conjunction with the Specialty Coffee Association of Europe Conference and Caffé Culture Show, Europe’s largest specialty coffee expo. Special Coffee Kids/WBC efforts and events include an online auction of coffee-related items that will begin in June. All funds raised will benefit Coffee Kids’ projects for coffee-farming families. For information on all special Coffee Kids/WBC efforts and events please contact info@coffeekids.org.
The Perfect Steeper™ promises to change perceptions of modern tea drinking
EIGHTCRANES’ Founder Mei Tung is changing perceptions of loose tea. Her company recently launched EIGHTCRANES’ Perfect Steeper™, which makes enjoyment of perfectly brewed whole leaf tea possible anywhere there is access to hot water. The key to the Perfect Steeper™ is its unique brewing system. By separating the whole tea leaves in a separate chamber from the water, the Perfect Steeper™ allows complete control of the steeping time. This method prevents over steeping and the bitter taste that many associate with low-quality tea brewed from tea bags. The Perfect Steeper™ boasts unique features, including a doublewalled chamber made of high-tempered glass which makes the product easy to handle even when filled with hot water. The removable polycarbonate steeping chamber at the top of the product can be drained free of water after every stepping and the loose tea leaves can be re-brewed up to 10 additional times. No mess, no waste. Each Perfect Steeper™ comes with an easy to use introduction pamphlet to the world of authentic tea and its lifestyle benefits. Perfect Steeper™ line is now available at www. eightcranes.com and select fine gift shops.
CoffeeTalk
June 2010
Producing Peaks of Perfection
Produce peaks of perfection using CDN’s Beverage & Frothing Thermometers. Designed to enhance quality when frothing or foaming milk for popular espresso-based beverages, CDN’s line of professional quality frothing thermometers ensure rich and creamy results every time. From the company that invented the frothing thermometer comes the ultimate in beverage and frothing thermometers for today. CDN helps foodservice operators brew up profits with each cup they serve.
The Rocket Man backpack beverage dispensers can be used for a variety of products. Call 800-921-0199. Visit www.rocketman.com.
1-800-338-5594
www.cdn-timeandtemp.com info@cdn-timeandtemp.com
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© 2010 Component Design Northwest, Inc. All Rights Reserved.
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Advertiser Listing Company.........................................Phone..............Web................................
Page
Astoria-General Espresso Equipment Corp... 336-393-0224 Bridge Brand Chocolates....................................415.677.9194 BriteVision.................................................................877.479.7777 ChefTec/Culinary Software Services, Inc......303.447.3334 Cimbali USA, Inc.....................................................312.265.8100 Cirqua Customized Water....................................805.987.7372 Coffee Fest................................................................800.232.0083 Coffee Holding Company.....................................800.458.2233 Coffee Roasters of New Orleans.......................248.254.3220 Comfort Grip Wrap.................................................847.478.0184 Component Design Northwest, Inc. (CDN)....800.338.5594 Costellini's.................................................................877.889.1866 CustomCool..............................................................718.220.1140 Eagle Web Press....................................................800.800.7980 Everpure....................................................................800.323.7873 F. Gavina & Sons.....................................................800.428.4627 Fres-co System USA, Inc.....................................215.721.4600 Georgia Pacific-Dixie............................................866.435.5647 Hartley Transportation LLC..................................800.427.8539 Java Jacket..............................................................800.208.4128 Knutsen Coffees, Ltd..............................................800.231.7764 Lee Hays & Associates........................................712.246.3301 Makahiki Farms.......................................................800.896.0350 Nestlè® Coffee-mate®.........................................800.637.8534 Newco Enterprises, Inc........................................800.325.7867 Novus Tea.................................................................888.244.3569 Nuova Ricambi USA..............................................916.315.2535 Pacific Bag, Inc.......................................................800.562.2247 Planetary Design....................................................888.327.9908 Plastic & Products Marketing............................800.654.5741 POWERpass.............................................................888.469.7277 Rocket Man, Inc......................................................800.921.0199 Sav-on Bags.............................................................909.869.9158 Scolari Engineering S.p.A....................................856.988.5533 Service Ideas, Inc...................................................800.328.4493 SmartCup, Inc..........................................................530.889.1754 Stalkmarket Products............................................503.295.4977 SweetBird.................................................................866.575.6901 TightVac.....................................................................888.428.4448 Ultimate Barista Challenge..................................503.232.1016 Vessel Drinkware...................................................866.876.8282 Visions Espresso Services..................................800.277.7277 Vita-Mix Corporation.............................................800.437.4654 Weldon Flavorings..................................................502.797.2937
www.astoria.com www.bridgebrandschocolate.com www.britevision.com www.culinarysoftware.com www.cimbali.us www.cirqua.com www.coffeefest.com www.coffeeholding.com www.orleanscoffee.com www.comfortgripwrap.com www.cdn-timeandtemp.com www.costellinis.com www.customcool.com www.eaglewebpress.com www.everpure.com www.gavina.com www.fresco.com www.dixiefoodservice.com www.hartleytrans.com www.javajacket.com www.knutsencoffees.com comingsoon.com www.makahikifarms.com www.coffee-mate.com www.newcocoffee.com www.novustea.com/ www.nuovaricambi.us www.pacificbag.com www.planetarydesign.com www.plasticpm.com/ www.powerpassloyalty.com www.rocketman.com www.sav-onbags.com www.scolarieng.com www.serviceideas.com www.mysmartcup.com www.stalkmarketproducts.com www.heysweetbird.com www.tightvac.com www.ultimatebaristachallenge.com www.vesseldrinkware.com www.visionsespresso.com www.vitamix.com/thequietone www.WeldonFlavorings.com
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ICED TEA AND WATER
FLAVORINGS Introducing innovative, all natural, unsweetened flavorings for your iced tea and water! Available in 4 refreshing flavors: • • • •
Weldon
Peach Raspberry Passion Fruit Guava Mango Mango Orange Passion Fruit
Tea Flavorings
Swirl The Flavor. Savor The Taste.™
WeldonFlavorings.com (502) 797-2937
Immitation
is the best form of flattery... ...don’t get fooled
Request Cirqua! “We make water work for you!™” The recognized leader in formulated water by specialty coffee and tea experts, Cirqua® knows water!
Visit us at Booth # 407 and see what’s new at Cirqua®!
Sales@Cirqua.com 330 CORTEZ CIRCLE CAMARILLO, CA 93012 805-987-7372 • www.Cirqua.com ©2010 CCW
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Hartley Transportation specializes in providing its customers with Truckload, Intermodal, LTL, and Air & Ocean Freight services to and from any point in North America! We are committed to providing our customers with the finest transportation services at the most economical costs, without sacrificing quality. Our goal is to form a winning partnership with each customer by performing our services beyond expectation in order to assure our mutual success. Call or email for a rate quote or to find out more today!
Truckload • Intermodal–Rail • LTL • Air • Ocean 800.HARTLEY (427.8539) • fax: 603.228.9555 • info@hartleytrans.com
www.hartleytrans.com
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Judy Ganes
season due to reduced availability. Exports could hit 32 million bags while domestic use is projected at 19.5 million bags, leaving a stock build of only 3.8 million bags, which is absolutely minimal and will still leave the market in a precarious position, should there be any further crop issues. The attaché also acknowledged that while
Can Brazil Continue to See Bigger and Bigger Crops? 2010
the on-tree crop number is quite large, there could be some quality issues or problems that arise during the harvesting of the crop due to the multiple flowerings that occurred as a result of excessive rainfall last year. In contrast to the minimal stock build anticipated in 2010-11 with new record output in 2002-03, a surplus of 10.7 million bags occurred, bringing Brazilian inventories up to near 18 million bags against total use of 42.9 million bags. Now Brazilian stocks are forecast to rise to only 7.3 million with total demand of 51.5 million bags.
I think the key point to continue to remember is that the rise in production
is being offset by strong domestic use and export demand. Despite the record production, Brazil’s gross availability in 2010-11 will not be at a new high and in By Judith Ganes-Chase, President, J Ganes Consulting, LLC
2002-03 supplies were greater. The increased availability over the past three years,
www.jganesconsulting.com
however, is also not troubling given the record use. Brazilian output in 2011-12, the next down year in the crop cycle, will need to be at least 45-46 million bags to
Brazil is by far the world’s leading coffee producer. The USDA attaché just released
prevent a shortage the next year.
a report indicating that the crop that is now being picked from the trees could
reach a new record level, despite the erratic flowering that took place last year
think the figures that need to be monitored even more closely are those that shed
due to the very early onset of the rainy season. The 2009-10-crop figure was also
information about Brazil’s long term production potential. While it would appear that
revised upwards to 44.8 million bags thereby increasing overall supply for this
Brazil is poised to see production continue to grow and grow and grow this might
past season as well. As bearish as this would seem, the key point continues to be
be far from the reality of the situation. There has not been a major investment in
that the market should readily absorb this increased supply and a burdensome
expansion of the area planted to coffee nor in the number of bearing trees or trees
build in Brazilian stocks is not expected to occur, despite a 10.5 million bag jump
under cultivation not yet bearing fruit. This could restrict future production growth,
in production. This is a far cry from 2002-03, the last time Brazilian output reached
leaving expansion to be based on favorable weather than on a rise in the tree
a record high. Production hit 53.6 million bags but at that time, this was far too
population as it has been for the past decade. The number of bearing trees in 2010-
much coffee for the market and prices sank to historic lows under the weight of
11 is actually less than what
this massive output.
it was in 2008-09 according
Brazilian internal demand remains quite strong and continues to expand at
to the data. Farmers have
a healthy pace of between 3%-5% annually exceeding the growth rate for most
not made a long term
of other countries. This is expected to continue due to a healthy economy and
investment for additional
successful promotional campaigns aimed at boosting domestic consumption,
expansion. In order for this
particularly among younger drinkers. Brazil is expected to overtake the United
to occur, it would seem
States as the world’s largest consuming country in the next few years. Already
that prices would need to
Brazil’s use exceeds that of all other producing nations tallied together. Brazil will
rise to attract this type of
need to continue to see production expand to meet rising internal needs.
commitment. CT
While the production, consumption, exports, and stock data is relevant, I
Judy Ganes' latest comprehensive report–
“Understanding ENSO and the Real Effect on Tropical Commodities” - is available for purchase. Visit www.JGanesConsulting.com for more information
Brazilian exports should climb in 2010-11 after having been constrained this
Figure 1 Brazilian Stocks Low Relative to Rising Demand Source: USDA
Figure 2 Brazilian Availability Not Excessive Despite Record Output Source: USDA www.CoffeeTalk.com
Figure 3 Brazil's Tree Population Leveling Off Source: USDA
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