September 2011 by CoffeeTalk Magazine

September 2011 Vol. XXIV No. 9

www.CoffeeTalk.com

see Coffee Fest Listings on page 16

see NCA Listings on page 7

Healthy Options page 10

This Month: 14

Roaster Survey â&#x20AC;&#x201C; On-line sales

Jamaican Blue Mountain - RSW Estates

Rocky Rhodes

Arabica Espresso Bar Profile

速

Contents

NCA Coffee Summit Exhibitor Listings

The View

From Miles & Kerri

Calendar

Following Industry Trends: Healthy Options

Roaster Survey: On-line Sales Experiences

Coffee Fest-Seattle Exhibitors Listings

Roaster Survey: On-line Sales

RSW Estates - Jamaica

Arabica Espresso Bar

Jamaica Blue Mountain Coffee, RSW Estates by John Rapinchuk

If Coffee People Ruled the Country by Rocky Rhodes

Retailer Profile: Arabica Espresso Bar by Maxim Vershinin

Advertiser Index

Who We are Owners CEO/Publisher/Advertising Director Kerri Goodman-Small, ext 1 206.795.4471 kerri@coffeetalk.com Editor-in-Chief Miles Small, ext 2 miles@coffeetalk.com

Design

Print Design Marcus Fellbaum, ext 5 marcus@coffeetalk.com Web Design Justin Goodman, ext 6 justin@coffeetalk.com

Administrative

Feature

Healthy Options by Ashley Prentice

Administrative Director, Accounting, Subscriptions Ashley Prentice, ext. 4 ashley@coffeetalk.com

Mailing Info

Mail: HNCT, LLC, 25525 77th Ave SW Vashon, WA 98070 Phone: 206.686.7378 Fax: 866.373.0392 Web: www.coffeetalk.com

Disclaimer 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 combined June/July and November/ December issues, also bonus mailing/distribution for Education Guides and foodservice/hospitality and coffee conventions/shows throughout the year. Postmaster: Send address changes to HNCT, LLC, 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 x1 or subscribe online at www.CoffeeTalk.com. Copyright ÂŠ 2011, HNCT, LLC, All Rights Reserved

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COFFEE SUMMIT EXHIBITORS Avery Dennison Corporation 440.878.7341 www.averydennison.com Avery Dennison Designed and Engineered Solutions introduce a new patented one-way coffee valve offering better adhesion and leak resistance versus conventional rigid coffee degassing valves.

Umpqua Oats 541.229.0312 www.umpquaoats.com Umpqua Oats is a gourmet oatmeal in a ready to serve container. All you need to do is add hot water and wait 2-3 minutes, and voila you have a healthy breakfast.

Coffee Board of India 91.80.2225.5920 www.indiacoffee.org Coffee Board, as nodal agency for coffee sector in India, is the friend, philosopher and guide and carries out Research, Extension & Development, Quality Control, Market Development and Promotion of Coffee. Coffee Network 305.808.9865 www.coffeenetwork.com CoffeeNetwork provides in-depth commentary from the leading experts, breaking news, key weather information, real time prices for all futures markets and charting with technical analysis tools. Fres-co Systems 215.721.4600 www.fresco.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. Grounds for Health 802.241.4146 www.groundsforhealth.org Since 1996, Grounds for Health has helped establish sustainable cervical cancer prevention programs in coffee producing countries where cervical cancer, though preventable, remains the #1 cause of cancer death for women for lack of access to care. Heat Genie 512.501.3800 www.heatgenie.com HeatGenie is an innovative self-heating packaging component that enables Brands to offer hot ready-to-drink coffee that their consumers can drink anytime, anywhere. Rip Van Wafels 401.316.9337 www.ripvanwafels.com Founded out of a college dorm room, Rip van Wafels is the first company to introduce Dutch stroopwafels to America on a large scale. Senarath Products 0094.7730.00530 Visit us at www.coffeesen.com

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COFFEE SUMMIT SPONSORS Brauner International 201.333.5400 Visit us at www.braunerintl.com

Bunn-O-Matic Corporation 217.529.6601 Visit us at www.bunn.com

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Lousi Dreyfus Commodities (203) 761-2020 www.ldcommodities.com Louis Dreyfus Commodities ranks amongst the world's largest green coffee merchandisers with an annual traded volume in excess of 8.0 million bags. Scolari Engineering S.P.A. 609.636.9941 www.scolarieng.com Integrated manufacturing systems with tomorrow's technology, yields better tasting coffee at lower costs. Call today for solutions!

South Commerce Group 407.737.3634 www.scgtrading.com We at South Commerce Group commercialize agro industrial and alimental products having as our main product 100% Colombian Coffee.

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The Quiet One is ideal for bars, coffee shops, small cafés and smoothie stands where traditional blender noise can really spoil the ambience.

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The View Proposition 65 Happy Lawyers in LA, LA land

othing quite says California like Proposition 65. For those unfamiliar with this exquisite piece of populous voting, Proposition 65 was adopted through public vote in the State of California in 1986. Formally known as “The Safe Drinking Water and Toxic Enforcement Act of 1986,” the law’s intent was to protect the drinking water supply and consumers from chemicals in consumer products that are known to cause cancer and birth defects. Not a bad goal overall, but the way the law was written, the primary beneficiaries of the law are litigious lawyers through “straw man” plaintiffs. Proposition 65 itself has become something of a non-issue in California. The warning signs in the windows of stores, banks, carwashes, gun shops (caution – lead in bullets are a known cause of birth defects. No kidding, this is real), parking garages, and essentially all other public places (churches? how about communion wine?) that they have become invisible to Californians. Since there is no penalty for posting too many signs, everyone posts them everywhere. Invisible that is to everyone, except lawyers. The law guarantees that private lawsuits brought “in the public interest” will split the settlement or damages 75% - 25% between the government and the plaintiff, respectively. The grey area that opens the door to litigation is the idea of full, accessible, and clear warning of the potential threat. A sign in the window that the premises contain Prop 65 listed materials does not declare the precise threat. So, what does this have to do with coffee? In a word, Acrylamide. This chemical, which has been shown to cause cancer and developmental birth defects in males, occurs naturally as part of the chemical changes through roasting, frying, or baking carbohydrate rich products. An element of browning, it is present in many products including bread, muffins, potatoes, roasted vegetables, meat, and of course, coffee. Coffee – it is in the bean (roasted, not green), the air around the grinders, transferred into the water we use to clean the equipment, and in the smoke from our roasters. What a beautiful and insidious target we are, especially with all our rich and enormous retail chains. Sure enough, a lawsuit is now underway that is split into two parts – the first is directed at the big chains (Starbuck’s, Peet’s, Coffee and Tea Leaf, et. al.) for not providing full labeling and disclosure on cups, bags, machines, pastries, etc that declare that “coffee is known to contain cancer causing agents;” and the second is directed at the major grocery chains for not specifically and adequately disclosing acrylamide content on their front doors.

Grocery chains being the kind and generous business partners that they are, immediately demanded that the roasters selling coffee in their stores indemnify the stores from all damages and costs associated with defending the lawsuit. One might dismiss this as just ‘the big boys fighting it our again’ until you realize that mixed in with the gigantic roasting companies are small regional roasters serving a limited number of groceries in a local area. You yourself may be servicing a few supermarkets along with your regular wholesale customers. These small roasters simply cannot defend themselves in such a complicated and expensive lawsuit and proportionally will ultimately bear the greatest financial burden amongst the defendants. Fortunately, we have the SCAA. On August 20th, Ric Rhinehart finalized negotiations with the National Coffee Association to include the small roasters in California in the NCA legal defense fund defending against this lawsuit. All the small roasters will be considered as a class by the NCA and will be billed as if they are one single defendant. Thousands of dollars of legal costs have now been lowered to only a few hundred dollars – not necessarily cheap but manageable for the small roaster. Additionally, the SCAA will participate financially in representing the legal interests of the small Californian roasters, sharing the expenses incurred by the NCA. This historic cooperation between the SCAA and NCA recognizes that all of us in the coffee industry have a stake in the long-term success of coffee. The two associations can no longer believe that they represent divergent and unique segments of coffee; the lines of demarcation between the SCAA and the NCA have become blurred. All of our businesses are threatened increasingly by regulatory, economic, and political events that challenge our very survival. Congratulations to Ric Rhinehart, as well as Robert Nelson at the NCA, for bringing this together, giving small roasters a reasonable chance to defend themselves in an economically feasible way. All roasters and cafes across the country are at risk from Prop 65. We all joke that what happens in California eventually happens everywhere else in the country. Well, sometimes it is not so funny. The implications and costs to our industry are enormous. The large companies will change their packaging in California, which will lead to the cancer warning on their packages countrywide. Consumer awareness will blossom nationwide, and ultimately we will pay a big price for compliance. Cheers,

Calendar

Sept 7 -9 Sept. 8-10 Sept. 8-10

World Coffee Trade Outlook-Antwerp, Belgium Florida Restaurant and Lodging Show, Orlando, FL Ultimate Barista Challenge – Orlando, FL

Sept. 8-10 Sept. 13-15 Sept. 20

Coffeena International Coffee & Tea Fair and EU’Vend – Cologne, Germany The Coffee Summit of NCA - Alexandria, VA Green Coffee Association, Inc. Annual Golf Outing and Dinner, NY

Sept. 23-25

Coffee Fest, Seattle

Sept. 24 Sept. 29-1 Oct. 2-3 Oct. 6-8 Oct. 8-12 Oct. 20-23 Oct. 24-27 Nov. 3-5 September 2011

CoffeeTalk Dinner Party SCAA Leadership Conference, Portland, OR Canadian Coffee & Tea Show, Vancouver, BC Espaço Café, Brasil Anuga 2011 – Cologne, Germany China Xiamen International Coffee Fair - Xiamen, China Camp Pull-A-Shot barista training, Santa Barbara, CA UAE Coffee & Tea Festival, Dubai

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Following Industry Trends: Healthy Options by Ashley Prentice

n recent years, statistics have shown that consumers want to eat healthy. For this reason big chains like McDonalds and Taco Bell have added healthy options to their menus, and in correlation, placed great advertising efforts to promote it. They even offer nutritional facts of their menu items and calorie calculators on their websites. Big chains such as these have caught on to the trends and responded effectively to them. People want to eat things that are nutritious, that contain a minimal amount of calories, that are low in sugar, or low in fat; and for many even that is not enough, they want organic. The National Restaurant Association reports “73 percent of adults say they try to eat healthier now at restaurants than they did two years ago.” In addition, according to Keys Allan, President of Sportea® “87% of the Café owners want healthy items to be added to their menus.” Despite the statistics, a recent survey CoffeeTalk sent out to Café owners and managers, showed that only 23.1 percent of coffee shops offered menus that contained at least 50 percent healthy foods; and 30.8 percent of the cafés offer as little as 10 percent or less healthy options. The same survey by CoffeeTalk, showed that the main challenges that Café owners faced when dealing with healthy products were the high cost of items (75%) lack of storage space (50%), little customer interest (25%) other items sell better (50%), and waste (12.5%). Most cafés will deal with at least one of these challenges, if not all. So how can we overcome these challenges? How do we decide what to offer? Is offering healthy products worth the trouble?

Effective marketing

The simple act of marketing products at coffee shops is an imperative, yet often neglected, strategy to sell not only healthy items, but also any product. While some people are set on what they will get before they come in through the door; many just have a general idea, such as “something healthy”, but will rely on the menu, staff, and the presentation of the products to make their final decision. The customer will probably buy what gets their attention first whether it is because of the price, attractive packaging, or the product’s features. For this reason it is important to work with your supplier to highlight a product’s benefits. According to Sarah Ludmer, Senior Nutritionist for Del Monte Foods “Many customers that want to eat healthy already know what to look for. Other customers will read a label to confirm ingredients, nutritionals, serving sizes and shelf life. If a menu offering is not clearly labeled or has confusing labeling, customers may not try that menu item. To facilitate ease, Café owners could also create a menu listing: “Under 100 calories per serving” or “No Trans Fat” and call these industry buzz words out to their customers.” This is an easy, low cost, and effective way to market healthy products: highlighting the nutritional facts of healthy items on your menu.” Most suppliers will work with cafés by providing materials to market their healthy products, Jane Verdurmen Peart, Brand Director at Torani says “for Torani Real Fruit Smoothies specifically, we created a double-sided poster where one side lists the calories, vitamin C and fiber, so Cafés who’d like to promote the healthy aspects have a super easy way to do that.” According to an article by Mike Stobbe in April 2011, “About half of U.S. adults take vitamins and other dietary supplements.” People are interested in being healthy and taking their vitamins, especially if they can take it though the enjoyment of a snack or beverage!

A great example of a beverage that is filled with vitamins is Sportea®. “It contains a full daily dose of vitamin C every 6 ounce serving, and has lots of trace minerals and electrolytes that are needed every day by consumers” says Keys Allan. Furthermore, it “contains potassium

which helps with the muscle cramping associated with stress for heavy physical exercise/work.” Adds Keys, the President of Sportea®. A drink such as this is easy to market because it contains so many nutritional elements. By listing on your menu that a product has “zero calories”, or by listing all the vitamins that it contains, a customer, that wants to be healthy, will most likely be interested and desire to buy that product because of the benefits they will get from it. Consumers will even be willing to pay more to get all their vitamins in a drink, or to eat a low-calorie or sugar-free snack. According to Mandy from Umpqua Oats “Customers appreciate that the café owners are providing more and more healthy options. I think most consumers know that eating healthy is a little more expensive, and most are willing to pay for that benefit.”

What to offer

Individuals are looking for fresh and “all natural” products. They are looking for foods and beverages that will help them improve their diet, health, and overall lifestyle. Ed Fountain from Juice Marketing Northwest, Inc. says “‘Just squeezed is the only fresh.' When given the option the customer will always prefer on-site fresh squeezed juices over the concentrates that many restaurants serve.” This is an excellent way to differentiate your café from others who only offer already bottled juices. In addition to all natural, consumers are also looking into Functional Beverages. This category of beverages is sought by individuals not only because they are healthy but because of all the natural additives and energizing elements that they contain. A great example is Big Trains new “Fit Frappe” which contains19 vitamins and minerals, is glutenfree, and under 130 calories. David Gross, Founder of Smoothie Essentials comments “Our supplements are tasteless and odorless so you can add them to smoothies or blended drinks and not know they are there. Last year we introduced an omega-3 boost. Research showed that last year’s demand for Omega-3s increased by 42 percent.” In addition, Gross adds “Healthy drinks = Healthy Profits. Each serving of Smoothie Essentials Supplement-Boosts will cost the merchant about 15 cents. They charge at least 50 cents per serving for a 70% gross profit.” This is not only a great way to meet consumer demands of healthy foods and supplements, but also a great way to make a profit! Each café has its own identity in the foods they offer, and what distinguishes them from others. Some Cafés specialize entirely on healthy foods. These cafés are equipped with the necessary kitchen tools, staff, and supplies to run a healthy establishment. But for those who are not, convenience and practical foods are the ideal solution. Even cafés that already offer healthy sandwiches, salads, and smoothies might find these convenient products ideal to diversify and expand their menu even more. Del Monte’s Fruit Naturals and Super Fruit “have a small case pack and extended shelf life thus minimizing waste while using a minimal amount of storage space. Lastly, our products are recommended to be sold for $1.79-$1.99 per cup, our customers feel this is a good value.” Says Shaily Sanghvi, Director of Refrigerated Produce at Del Monte Foods. "Not only are these fruit packages convenient, and minimize waste, but also they are made of 100% fruit in 100% fruit juice." Convenient products not only benefit the consumer because they can be in and out quickly, but the coffee shop staff as well. Many items in café shops require preparation time, and in peak continued on page 12 September 2011

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Healthy Options

continued from page 10

hours it might be very hard for the staff to cover all demands in a timely manner. Mandy Holborow from Umpqua oats points out “Oatmeal has always been known as a healthy option, but most cafés have not been able to offer it because of the effort it takes to prepare.” She also adds, “Healthy options usually require a lot of time and money and often there is food waste. Typically, the quick foods are the easiest for a café. That is what makes our product so special. We are an affordable breakfast option that only takes 2-3 minutes of cook time in its own container. The café only needs to add hot water and the product is out to the customer.”

employees for their input on different products will provide an outside opinion; and consequently, help you choose the best tasting product. Moreover, rotating your inventory with different options is a great way to see which healthy options work and which don’t in your café. Responding to customer demands and industry trends; being informed about the products available; and choosing the ones that will best sell in your café; followed by adequate marketing of the nutritional factors in products are the keys to successfully selling healthy options in your café.

Coffee consumers love to personalize their beverage. They enjoy having options to mix with their coffee, tea, or smoothie. So an easy way to provide café patrons with a healthy option is all natural, low-calorie, and sugar free sweeteners. A recent trend in these past years is the increased customer interest in sweeteners made from real fruits and natural plants. “Truvia® is the brand name for a great-tasting, natural, zero-calorie sweetener made with rebiana, the best-tasting part of the stevia leaf, which is 200 times sweeter than sweetener.“ Says Katie Woolery, Marketing Communications Manager for Truvia®. Furthermore, giving your customers the option to choose a healthy flavoring to add to their drink, such as Weldon’s sugar free liquid flavorings “With no carbs, fats, sodium, caffeine or bitter aftertaste;” or by offering them the option of a sugar-free chocolate powder, such as Costellinis’, to complement their Frappuccino is essential to keeping happy customers. What about organic? Foods categorized as “organic” are those that have never been touched by pesticides or chemical fertilizers, and that have never been genetically modified. Organic foods range from foods and vegetables to coffee and teas. This industry is heavily regulated and must have special certification to be classified as “organic.” Linda Appel Lipsius, Co-founder of Teatulia says “Customers are making more of an effort to consume more organic, local, and healthy ingredients every time they go out to eat.” Thomson Reuters and NPR recently surveyed consumers on their preferences between organic versus non-organic, the report, showed that 60.6% of people in the 35-64 age group preferred organic, with an average of 57.6% across all age groups (2011, http://www.myessentia.com). Evidently, consumers are not only demanding fresh and healthy, but organic as well. This might present a challenge to smaller cafés that do not have a large clientele that is yet focusing on organic foods, especially because consumer will have to pay slightly higher prices for organic produce. The best way to research and test your coffee patrons and their interest in organic foods, is by initially offering products that are simple and have a longer shelf life such as an organic coffee or tea. “Tea is one of the healthiest drinks one can indulge in. Naturally, tea contains high levels of antioxidants. Tea promotes heart health and is known to strengthen one’s immune system. In addition, Teatulia teas are 100% organic,” adds Lipsius. If your customers respond positively to organic coffee or tea, it is an indication that they will most likely be willing to buy other organic products as well. For more Organic options please make sure to visit www.coffeetalkyellowpages. com and search for "organic" in the category field.

Customers want healthy, but they also want great tasting foods. For this reason, it is important to research different options and then see what sells best with your clientele. “We have found customers don’t need to be overwhelmed by options, rather simply presented with the right ones,” says Jane Verdurmen Peart, Torani’s Brand Director of Blended Products. Don’t lose a customer to the competition because you failed to follow industry trends. It is important to research online and with different suppliers to find good healthy products. Requesting samples and asking September 2011

CoffeeTalk Surveys: Roaster Survey – On-line sales experiences

by Miles Small For the last 10 years, the need to build an on-line selling presence, if you are a roaster, seemed unavoidable. The general wisdom was that consumers were flocking to the Internet in droves and very soon, most consumer transactions would be through on-line ecommerce sales. CoffeeTalk wanted to find out how roasters did during the past decade with their on-line stores and if it lived up to expectations.

“There are other measures of success than profits. Having an online presence and marketing avenue, being able to service customers no longer living close by are just a couple of reasons for selling online. We also don't expect tremendous sales from the site as we have not invested the necessary time and energy required to have a full, robust online marketplace.

During the month of August, CoffeeTalk has been surveying coffee roasters across the country to find out about their on-line sales experiences. We sent out the survey to 2200 roasters through email from which 261 participated in the survey. This is a response rate of 11.86% and results in a ± 3% margin of error. The survey was prepared with qualifiers so that roasters not selling on line were removed from the results. Of the 261 responders, 203 have once, or are now selling coffee through an on-line store. Of these responders, 93.8% of them are still selling on-line.

“We opened our first online store with little knowledge of what it takes to compete in an online market and as a result, our sales have not been impressive. However, we are now putting much more effort funding into educating ourselves and into calculated marketing. We're convinced that we can build our online presence and that it can be a profitable venture, but now realize it can't be a passive thing.

The most important questions we all ask in developing an on-line store front are how were sales, was it profitable, and would you do it again.

“You need the online portal to connect to current customers.... a place for education.

“The reason I would do it all over again I count as getting our brand out there.

“Between maintaining the website and addressing customer concerns, our online shop is considerably more work per pound of coffee sold than our wholesale business. It is also more profitable. Over all, having an online storefront has worked well for us.

In our survey, 8.3% said the sales were ‘worthless’ with the bulk, 40.9% (79 respondents) saying that sales were ‘so-so’. The next largest group, 23.8% (46), rated their experiences as ‘pretty good’, with ‘exceeded expectations’ (6.7%) and ‘amazing’ (2.1%) anchoring the top end. As for profitability, the majority 67.0% (126) answered ‘yep’, 31.4% (59) answered ‘nope’, and 1.6% (3) answered ‘check out my new boat’. I want to get to know these folks.

“I will continue because there is no alternatinve to getting it out to a larger audience. More marketing is needed before I decide to throw in the towel.

Satisfaction level from managing an on-line store was decidedly mixed. 42.5% said that their satisfaction was ‘so-so’ or ‘worthless’ but 38.9% of respondents rate their satisfaction at ‘pretty good’, ‘exceeded expectations’, or ‘amazing’. One key element of satisfaction is difficulty of customer service – the largest group (38.4%) thought the customer service requirements ‘seems okay’. 40.5% (77 respondents) thought that the customer service experience was ‘better than expected’ or ‘very light’ with an amazing 10.5% (20) responding ‘no problems, no worries’. One unfortunate soul thought that the customer service burden was the ‘deepest pit of hell’.

Conclusions:

It is possible to draw some sustainable conclusions from the information gathered by this survey. The most prominent is that on-line storefronts for our industry have not lived up to the super hype of the past decade. We are not all flying around in personal hovercraft and we are not buying everything on-line. An on-line presence however, is perceived as a necessary part of a roaster’s total marketing approach. Many respondents considered the profitability and sales numbers a secondary element of the need to reach out to customers with information and educational resources. Most found the on-line experience satisfying and rewarding, and for some, highly profitable; although many felt that to really ramp up their on-line success, a substantial investment in time and money was required.

The question, “If you had to do it over again, would you?” is a ‘check’ question to assist in verifying results and the answers were surprising. Fully 87.0% (167) said yes. Placing this against the number of profitable experiences 67.0% indicates that as an industry we are all just crazy, or there is something else at work here. Part of the explanation may be found within the answers of those respondents who answered ‘no’ to the question about ‘now, or in the past selling on-line?’ Of those 8.8% (23) of respondents, 74.5% ‘intend to sell through an on-line storefront in the near future’ and of the group not selling on-line, 84.2% outsource all of their roasting operations. Additional insight is within the additional comments provided by 94 of the respondents.

There is a mixed lesson here, an on-line storefront is widely considered a necessary part of a roaster’s business model, but should not be considered a primary source of revenues, unless you are prepared to direct substantial investments in time an resources toward development and maintenance.

September 2011

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Please be sure to visit these CoffeeTalk Advertisers at Coffee Fest Booth #630 Biodegradable Food Service 541.593.2191 www.earth-to-go.com Building a new era of bio-plastic technology, along with accompanying closed-loop programs to regenerate these bio-plastics in responsible and sustainable ways. See our ad on page #17 BriteVision Booth #639 877.479.7777 www.britevision.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. See our ad on page #19 Café de Costa Rica Booth #522 +506.2243.7863 www.cafedecostarica.com Costa Rica grows only Arabica top quality coffee, following the best sustainable agricultural, socioeconomic and environmental practices. 8 regions, 8 flavors, one Café de Costa Rica. See our ad on page #19 Cirqua Customized Water 741, 743 805.987.7372 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. See our ad on page #24 Booth #740, 742 Coffee Holding Company 800.458.2233 www.coffeeholding.com From one bag to a full truck, Coffee Holding Company provides green coffee solutions to specialty roasters including exclusive Daterra Estate and Organic Certified coffees. See our ad on page #3 Booth #416 Costellini's 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 #28 Gaviña Gourmet Coffee Booth #523, 525 800.428.4627 www.gavina.com When it comes to superb coffee and exceptional service, Gaviña is the preferred coffee partner for retailers and entrepreneurs everywhere. Gaviña Coffee: Grounds for Great Partnership. See our ad on page #23, 31 Booth #911 Java Jacket 800.208.4128 www.javajacket.com 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 #21, 31

Booth #733, 735 LBP Manufacturing 800.545.6200 www.lbpmfg.com LBP Manufacturing, Inc. combines innovation and performance to develop foodservice packaging to enhance your brand. LBP introduces THERMO GRIP insulating paper hot cups made with 25% post-consumer fiber. See our ad on page #23 Melitta SystemService USA, Inc. Booth #201 888.635.4882 www.melittasystemservice.com MelittaSystemService (MSS) is a worldwide leading manufacturer and supplier of commercial fully automatic coffee and espresso machines. We produce our high quality products in Germany and Switzerland. See our ad on page #5

Stalkmarket Products (Asean Corporation) Booth #729, 731 503.295.4977 www.stalkmarketproducts.com Stalkmarket is the leading supplier of 100% compostable plant-based coffee cups, lids, tableware, cutlery and food packaging. "100% Compostable - It's All We Do." See our ad on page #2, 31 The Metal Ware Corporation Booth #727 800.624.2949 www.nesco.com The Metal Ware Corporation, manufacturer of quality appliances for 91 years, proudly offers an assortment of products for home coffee roasters. Visit Nesco.com for details. See our ad on page #24

Monin Gourmet Flavorings Booth #601, 603 800.966.5225 www.monin.com With 100 of the finest flavored syrups, sauces and purees available to the coffee industry, Monin ensures ultimate taste and creativity for successful beverage solutions. See our ad on page #31

Tightpac America inc. Booth #702 888.428.4448 www.tightvac.com Brands include - Coffeevac, Teavac Patented Vacuum sealed system protects your Coffee & Tea every time you open and close the container. Simplicity that works! See our ad on page #31

Pacific Bag, Inc. Booth #611, 710 800.562.2247 www.pacificbag.com PBi prides ourselves on knowing our customer needs, the markets we service, and offering a product line that leads the industry in quality. Celebrating 25 years! See our ad on page #25, 31

Umpqua Oats Booth #323, 422 877.303.8107 www.umpquaoats.com Were making oatmeal cool again. Grab, Go and Enjoy! Umpqua Oats the way to start every morning. See our ad on page #30

Booth #825 POS Prophet Systems 866.528.4393 www.posprophetsystems.com POS Prophet Systems develops, delivers and supports cuttingedge point-of-sale software. We also provide several additional components that include integrated e-commerce solutions, integrated payment processing and much more! See our ad on page #25 Booth #728 Rocket Man, Inc 800.921.0199 www.rocketman.com Rocket Man Equipment Co., leading producer of backpack beverage dispensing equipment. Used for retail sales & sampling of hot and cold beverages in over 50 countries. See our ad on page #12 Smoothie Essentials Supplement-Boosts Booth #407 415.382.6535 www.smoothieessentials.com NEED A BOOST? 18 Unique Powdered Boosts Healthy Blended Beverages = Healthy Profits. See our ad on page #12

Booth #15 Unishippers of Montana 406.261.4224 www.unishippers.com Unishippers provides small and medium sized business with shipping solutions for LTL motor freight, full truckload (intermodal & highway) and UPS small parcel shipping. See our ad on page #28 Booth #826, 828 Vessel Drinkware 855.883.7735 www.vesseldrinkware.com Vessel Drinkware, Inc is a supplier of branded Drinkware to independent retailers throughout the U.S. and Canada. Please visit us at www.vesseldrinkware.com, or call 206.763.0366 See our ad on page #21 Booth #913 Vita-Mix Corporation 800.437.4654 www.vitamix.com/thequietone As a leader in commercial blending, Vitamix brings value through quality, consistency, improving speed of service, reliability and customized programming all while maintaining lowest total cost of ownership. See our ad on page #6, 7, 31

Be sure to visit the CoffeeTalk Cafe in booth 201!

16 September 2011

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Jamaica Blue Mountain Coffee, RSW Estates by John Rapinchuk

he year was 1797. The Bank of England issued the first One Pound note, Old Ironsides was launched in Boston, Albany replaced New York City as the capitol of New York, and Mary Wollstonecraft Shelley was born in England. In Kingston, Jamaica, Crown “Patents” were registered creating “Sherwood Forest & Eccleston Plantations.” That was just the beginning, in a country with few roads and only manpower and hand tools. Native forest were cleared, coffee was planted, a stone building with two foot thick walls was built with hand adzed 12” x 12” hardwood beams carrying the upper floor. Inside the central portion of the 130’ long building an 18-foot diameter undershot iron waterwheel was installed as well as fermenting tanks. Power was carried via shafts, pulleys, and leather belts to the processing equipment inside the lower level. Nearly an acre of concrete patios remain on the hillside along with arched stone alcoves for parchment storage during drying. It is lovely at the RSW estates, with the highest peaks of the Blue Mountains behind the farm and mist and rainbows drifting through the gaps in the hills. The temperature is moderate and the trees are shaded. All you can hear is the rustling of the breeze and the occasional barking of neighborhood dogs or early morning roosters. In 1961 a group of 5 people bought the then neglected farm as a partnership and started renovations. It had been abandoned prior to WWII and the coffee plantings had disappeared as forest reclaimed the old fields. New areas were identified and planted with a mixture of Geisha and Typica varietals. Native trees were retained. It was a hard slog. All but one of the original partners soon dropped out, leaving Sherwood as a single-family owned and operated entity. It is now their only job and they are meticulous about the care of the small amount of coffee they produce and process, as well as the coffee that comes from a small handful of other nearby owners. Their dedication and hard work has brought up to date equipment and methods but not to the detriment of quality. Cherries are processed the day they are picked, or, if delivered in the middle of the night, the morning of the next day. After the skins are removed the parchment is fermented for approximately 24 hours before being washed and rinsed. Due to the cool tanks and cover, 24 hours is the optimum time at this location. The wet parchment is then spread on a stainless steel mesh above a squirrel cage fan where ambient temperature air at 3500 cubic feet per minute removes the surface moisture in about 24 hours. Only then is it spread on patios—locally called “barbecues”—for sun drying which takes from 5-10 additional days. The parchment is raked every half hour during the day. In the event of rain the parchment is covered with tarps. All drying parchment is bagged and covered nightly to avoid dew. It is then spread again in the morning, after the sun has warmed the barbecues. Research in Kenya has suggested that three factors contribute to the gorgeous deep blue-green color of the beans. First, the ultra-violet radiation of sun drying is thought to enhance the color as the parchment drops from 30-20% moisture. Second the period of rest at 11.5% moisture allows the coffee to stabilize and maintain the perfect color. Third, it is important to stop drying and rest the coffee at 11.5% rather than over-drying which can bleach the beans. And of course no mechanical or heated drying is ever employed. Most mechanical drying takes 14 hours and bypasses the UV enhancement, as well as the benefits of slow drying. The dry parchment coffee is “rested” for 8 weeks and regularly rotated in its climate controlled storage at its initial 11.5% moisture content before being

hulled in 1000 kilo batches which are processed separately through the whole finishing process. Each batch takes about five days to complete the finishing. Meticulous turnout dates and data are kept for each lot. Parchment is milled when ordered by the importer in a low temperature McKinnon “Smout” brand peeler-polisher. The advantage of this machine is that it peels and polishes the beans in two passes so the temperature never goes over 89-90 degrees (F). It is then graded for size on an actual screen grader (a rarity these days) before being sorted for density on a gravity table and run through an electronic color sorter to eject off color and damaged beans. After all of this a crew of local women further hand sorts each green bean into 5-kilo batches. Since the color sorter does not adequately detect minor insect damage or chipped or mottled beans, these ladies are the final arbiters of quality in processing. Each batch is passed first by the senior sorter and then by the plant manager before it is ready for the barrels. Finished coffee remains in the controlled storeroom until shipment to The Coffee Industry Board for their meticulous Quality Control inspection. This “ultra-niche” coffee has less than 1% undersize beans and practically zero defects. A previous Director General of the Coffee Industry Board of Jamaica has stated that RSW Estates Jamaica Blue Mountain coffee is, “…a special niche coffee within an already recognized niche.” RSW have no plans to expand their production. They said their primary aims are turning out the best product they can, support the district, and make a little money in the process. “As soon as you exceed your abilities to control what you’re doing, your stress level goes up, you take shortcuts, your stress level goes up again, and things start to fall apart. Then that’s the end.” This is all very labor intensive and makes Sherwood Works the largest local employer. The total production of the 55-acre farm and associated local input is only about 60,000 pounds per year, and each batch of cherry is processed individually and segregated through the drying process before being stored or shipped. All of the above is predicated on a more basic foundation. RSW emphasized that if you want great coffee you need “happy” coffee trees tended by happy farmers who are eager to ensure that the trees are properly shaded, pruned, fertilized, weeded and pampered. Between harvest and flowering you must carefully prune deadwood and fertilize the dormant trees if you want ongoing great results. Insect control (coffee berry borer) has been done traditionally with spraying of copper based insecticides, but since this kills all insects it damages the habitat for birds. Here only biologic controls using traps employing pheromones are exploited. So although not an Organic coffee, it is grown in an environmentally friendly fashion. Coffee processed at Sherwood Coffee Works all comes from within two miles of the Works with the single exception of one of the original contributors. The difference in RSW Estates Jamaica Blue Mountain coffee is that the whole community prospers because the whole community is involved in the quest for excellence. From the men raking the coffee on the patios to the ladies who are “head sorters” and the plant manager himself, each person on the team takes pride in doing the best job possible and making sure that this is truly the best coffee in the world! When carefully roasted and brewed the results in the cup justify the high prices charged for Jamaica Blue Mountain RSW Estates coffee and make evident the attention to detail and judgment exercised at each step, growing, harvesting, processing and storing. The delicate slightly floral aroma develops into a clear, round, “bell like” sweetness in the cup with hints of nuts and light citrus acidity. A lingering almost buttery finish with hints of baking spices leaves your taste buds smiling. September 2011

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It is amazing to me the impact on our country that a group of passionate people can have (Good or Bad). This begs the question: If there can be a TEA party, wouldn’t a COFFEE party be better?

If Coffee People Ruled the Country… by Rocky Rhodes “Ask not what the coffee industry can do for you; ask what you can do for the coffee industry” John F. Reinhart

ave you ever pondered what it would be like if we ruled the country? If you simply put people from our industry, with our values, in charge of congress and the White House, all of the right stuff would get done. (We should not be in charge of the Judiciary branch. We just shouldn’t!) The value system of most people I know from the industry provides a basis for what would be a great platform as a political party. I propose the following Planks for the Coffee Party platform:

1) Treat your constituents (customers) as if they have the ability to make good decisions for themselves and give them all the information you can to help them. In the end it is their choice.

No one likes to be lectured to and no one likes to be treated like an idiot. In our industry we supply a ton of information and options so people can choose what is best for them. Educating our customers with facts about origin, certifications, environmental impact, and trade practices shed light on important topics to us. Your constituents will decide if it is important to them and thereby drive your business in a direction set by them.

2) A thriving Supply Chain equals a thriving economy.

Perhaps in no other industry will you find the relationship from the consumer to the original raw material manufacturer more openly realized. We understand the importance of building relationships with our trading partners and ensuring that everyone in the supply chain succeeds. If we look for short-term gains at the expense of others we ultimately fail. A good relationship is one where the hard work of all parties is celebrated with higher consumption and even higher profit margin. With that in play, economies not only here, but abroad benefit from the mature supply chain relationship.

5) We can always do better but that won’t stop us from acting now in the best way we can.

The majority of people in the coffee industry have ‘the entrepreneurial spirit’ whether they have started their own business yet or not. Even the mid-level executives of our larger partners treat their departments as creative and thriving businesses. As entrepreneurs we know that stagnation is death, as are foolish risks. We are more apt to be “Ready, Fire, Reload” than “Ready, Aim, Fire.” We have learned that small committees made up of the cream of that topic will move things faster than trying to put as many opinions in the room as possible for ‘thought diversity’. I would love to tell a congressman that if you don’t have expertise in the topic, go away and do something else where your talents are needed.

6) A weak link breaks the chain. Support those that need it with education.

We have all seen the signs for ‘GOURMET SPECIALTY COFFEE’ over a pot of macadamia nut flavored coffee that has been left on the burner of the gas station coffeemaker for six hours. This is a tough beast to battle. We have decided as a party to share industry knowledge throughout the entire supply chain so that information can make its way to our consumers as to why that gas stations coffee actually sucks. We understand that quality is a truly sustainable model for all. We will invite the owner of that gas station to one of our events so they can understand the error of their ways. If they do not choose to change we will compete against them until they have to make better coffee. This reality check applies to each member of the chain including farm labor, barista and each step in between.

7) We emphasize responsibilities over rights and improve what needs to be improved.

3) Stupid bureaucracy is stupid: So Change It!

We don’t need a government agency to tell us that we should treat our customers, vendors, and employees with dignity and respect. We trade fairly without having to be told. If one of us does not act in this appropriate manner we will call them out rather than cover them up. It just takes one idiot to tarnish our party’s name so we will throw them under the bus if they won’t change. If we all take responsibility for our own actions we will be acknowledging and supporting the rights of others. We as a party need to tell this story better to our consumers so we won’t need a ‘mark’ to prove our good works.

4) Bring your passion to the party but check your ego at the cloakroom.

This is a fun concept and could go on and on. The bottom line is this: Our industry (party) is made up of brilliant, kind, entrepreneurial, thoughtful business people. We would run the government efficiently and treat each other with respect. We would get the important stuff done as quickly as needed and do it for the betterment of all, not just ourselves. And we would have fun doing it, as we are all friends in this common cause.

The neat thing about being a coffee person is the inherent need to spend as little time doing inane mental exercises over stuff that does not matter in the long run, and getting back to running our businesses and making coffee a better product. When government and NGO’s try to tell us what is best for the industry by making rules and regulations that hamper a good supply chain relationship we are quick to push back. (If I were president I would eliminate the need to do purge roasts before running organic coffee because that is stupid. But that may just be me!)

than may be needed but it comes from the heart. There are a few that enter the industry thinking ‘they know it all and should tell us how to do things’ but they are usually pulled aside and have the ‘your approach is not going to work’ talk.

With the exception of trade shows, when we get together we focus on our common goal of bettering our products, partners and our planet. We don’t sell and don’t want to be sold. We don’t allow lobbyists at our events. Very few logos are seen. What we do have is a deep passion for raising the tide for all ships. Sometimes those of us that have strong opinions on a topic get louder

Rocky can be reached at rocky@INTLcoffeeConsulting.com

September 2011

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Retailer Profile: Arabica Coffee and Carrot Cake Heaven in Cinderella’s Castle Arabica Recavarren 269 Miraflores, 18 Lima, Peru t: (+51) 715 – 2152 David Bisetti www.facebook.com/ pages/Arabica-EspressoBar/30918627551 arabicaperu@gmail.com

ola everybody! We are back in the capital of Peru, and this time we are going down to one of Lima’s most successful independent coffee shops – Arabica espresso bar/roasterie. Please meet the happy coffee stoned owner David Bisetti, who will share his wonderful story with all of us. V. Buenas tardes David! First of all, what a comfy place you have, it looks like a little castle! Coffee business owners usually have interesting stories of how they evolved, so let’s hear yours? B. Thanks Max! Actually, the roasting business has been in my family since before I was even born; my grandfather, the son of Italian immigrants, was a roaster, and he had his roasterie in Lima back in 1958. That roasterie closed down sometime later, but it didn’t stop my family from giving me coffee since I was very little: my grandmother would make sure to serve me a cup of caffe latte before every trip to kindergarten (laughs). This business (Arabica espresso bar) is pretty recent, my partner Hannah Scranton and I created it four years ago. After coming back to Lima from NYC, where I got my barista experience, we couldn’t find a nice, quality coffee shop in Lima. This is what motivated us to open up our own. As you can see, the inside design is meant to be simple and laid back –local art, cushions, knee high tables and a bookshelf with an extensive collection of board games. V. The rumor around the city is that you have some of the best espresso drinks and pastries in Lima, particularly a carrot cake. I have tried both, and they are delicious!

by Maxim Vershinin B. Sure! Hannah, my business partner, is an incredible pastry chef. We divided the whole project up from the very beginning. I took care of coffee, and she got in charge of pastries with other helpers in the kitchen. Her pastries have become an instant success and another appeal of this place. V. Could you shed some light on the quality of coffee consumed and distributed in Peru? Has it improved? B. The market for good coffee is still developing in Peru. The majority of the coffee that you find here is burnt ground and instant; it tends to have that bitter taste that fills your throat, and many people still mistakenly take it as a sign of good coffee. Fortunately for us, Starbucks came to Peru years ago, and now more and more people get acquainted with the idea of whole coffee beans being the raw material of what is in their cups. I personally don’t enjoy Starbucks coffee, but thanks to Starbucks’ brochures and marketing strategies, the right information is now out there, and this setup is good for our local roaster/retailer business. V. How do you manage to get good quality beans for your business if almost all of the good Peruvian stuff is being exported? B. Yes, sadly, most of the great Peruvian coffee goes straight out for export; coffee corporations and organizations here are not so familiar with the idea of selling this high-profile coffee in the local market. We always try to convince them otherwise; we say, “Don’t sell it all, leave some here - we have clients.” We never ask for a special price, since we are always ready to pay whatever their American or German clients pay, and we have now developed some great relationships with local suppliers, which allow us to use only the highest quality beans for our coffee needs. We are not greedy though; we don’t ask for exclusive rights to roast one’s coffee because good beans are meant to be shared between different roasters. We also let everyone know who the farmer is, and we never try to brand the beans as our own. This is our philosophy - to be fair to everyone involved in the industry.

22 September 2011

V. Where do the majority of the beans that you use come from in Peru, and do they have any unique attributes depending on their geographical origin? B. Definitely! We have coffees from Jaen, which is in the north of Peru and from Puno, which is in the south. I find coffees from the north to be predominantly fruity and acidic with pineapple and tangerine hints, whereas the ones from the south tend to be more delicately-bodied and chocolaty with hints of vanilla. V. That is a nice looking workhorse (roaster) over there? Where is it from? B. The roaster that you see here was made in Peru by a local factory. We had a choice of going German, but I have decided to go local, and I am really happy with its roasting capabilities. By the way, we have already bought our next roaster from the same company. It is 15 kilos, and it is going to our other location - a huge roasterie/ coffee shop that we are opening up next week in another high-traffic district of Lima - Barranco. Larger size will provide more seating area for computer geeks (laughs) and will allow us to introduce frequent cupping sessions in our own coffee lab. V. Who are Arabica’s customers? B. In the morning it is mostly tourists because most of the Peruvians start working too early to be able to get a cup of coffee before work. Here in Peru coffee is more of a social thing; our rush hour starts when locals (young professionals) meet for coffee and pastries after the workday is over. V. What is the ultimate recipe for success in roaster/retailer business? B. Nowadays, if you open up, and if you don’t pursue the quality of your product, you are eventually bound for failure. Peruvians have a great palate for food in general, and the tastes for good coffee are getting better and better, so, just like for similar businesses in the U.S., it is all about quality, quality, and quality.

ip ds

for a Great Partn

NewsBites

Increase Sales...Save $$$...Get More Customers with...SPORTea®. It's "On The Move!"

Offer the best...something positively memorable! Studies have shown 96% of SPORTea(R) drinkers do not add condiments to their naturally CirtusSweet, great tasting, nutrition packed SPORTea(R) iced tea and this saves operators $.04-$.05 per serving. Operators increase revenues by serving SPORTea(R) to water drinkers and "healthy beverage" seeking customers. Operators profits' increase as serving SPORTea(R) creates more loyal, repeat customers than regular teas. Operators increase sales by offering the SPORTea(R) retail boxes to compliment their daily by the glass offerings of SPORTea(R). FREE SAMPLES AVAILABLE UPON REQUEST. Just go to www.sportea.com, then in the upper right hand area of page click on tab for "Potential food service operators click here" & then look to click on "receive samples". (Retailers do the same) LIMITED TIME ONLY PURCHASE OFFER: Buy 1 case & receive 2nd case FREE by mentioning Coffee Talk ad. Email: talktous@ sportea.com or call 303-694-6965 <tel:303-6946965> . Just for fun, check out SPORTea(R) on UTube to see where we are "on the move" to now!

was well respected in the foodservice industry and received the Speciality Coffee Association of Europe Lifetime Achievement award in 2009. Throughout his career, he authored articles and was featured in many food and beverage publications where he gave insight from his leadership toward promoting best quality practices in the industry. Neal will be greatly missed by his colleagues and the friends he made in his many years of service in the industry. Those wishing to send condolences may do so at www.butlerfuneralhomes.com under A. Neal Robinson.

Grindmaster-Cecilware™ Announces New Vice President of Engineering

Grindmaster-Cecilware Corporation announced that Jose G. Avendaño has been appointed as Grindmaster-Cecilware’s new Vice President of Engineering. Jose will be based in Louisville, Kentucky and will be responsible for all aspects of engineering for the company. Jose was most recently employed at Crane Merchandising Systems in St. Louis, Missouri as Director of Refrigeration and Product Reliability. Grindmaster-Cecilware™ is headquartered in

BUNN® Mourns the Loss of Veteran Employee

Bunn-O-Matic Corporation is sad to share that Neal Robinson, Senior Vice President of Global Projects, passed away Monday, August 22, 2011. Neal worked for over 25 years at BUNN, beginning in 1986 as a District Sales Manager for the Southeastern United States. He was promoted to Regional Sales Manager then Regional Vice President for the Southeastern United States. In 1993 he served as Senior Vice President, US Sales & Customer Support. During 1999 he moved to the position of Senior Vice President, International Sales and, most recently, he served as Senior Vice President, Global Projects. Neal

24 September 2011

Louisville, Kentucky with locations in New York, Illinois, and Thailand. The company is owned and managed by BNY Mezzanine Partners, L.P.

Del Monte® Fruit Naturals® cups are PACKED with opportunity!

Del Monte Fruit Naturals® product line offers consumers a line-up of impeccably prepared, ripe and ready to eat fruit in a convenient snack sized cup. Ideal for active on-the-go lifestyles, Fruit Naturals® cups are perfect for a wide range of vending operations, quick service restaurants and coffee shops, colleges and universities and more! Del Monte® Fruit Naturals® cups are healthy, grab & go snacks that are available year round and have an extended shelf life. They’re picked at their ripest, then perfectly peeled, prepared & packed in handy 6 & 7 oz plastic cups. To carry Fruit Naturals® cups contact Al Calabrese, National Sales Manager, Del Monte Foodservice. Phone: 412-222-8341 E-mail: al.calabrese@delmonte. com

NewsBites

Simply Lids introduces a Patented next generation line of disposable cup lids.

Simply Lids, an innovation and design company out of California introduced their latest product, answering the public’s demand for a more consumer friendly lid on disposable drinking cups. The lid brings a more pleasurable drinking experience as it resists leaks and helps prevent burning of the mouth on hot beverages. Instead of pouring the liquid directly into the mouth where the user has no chance to gauge the temperature or flavor of the beverage, which is a major problem with the Sippy Cup style lid today, the Simply Lid uses a patented design to create a drinking reservoir where the user can control the flow of the beverage. For more information, please visit their website at www.simplylids.com or email any questions to info@simplylids.com. Simply Lids…the choice is simple

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Untreated hard water can be highly damaging to brewing equipment by producing lime scale which, over time, not only significantly increases energy consumption of equipment but also can result in increased service and life cycle costs. Reduce the need for costly delimings and service calls with the new Claris™ XXL, the latest addition to Everpure’s Claris line of quick change saltless softening and filtration systems, which prevents scale and removes contaminants in high volume brewing applications. All Claris systems, including the new XXL model, feature a unique 5-stage filtration process and DuoBlend™ bypass technology which puts you in control of hardness levels for perfect tasting hot beverages and maximize scale prevention on coffee, espresso and iced tea brewers. For more information about the Claris XXL and other Everpure products, contact us at 800-9421153 or visit us at www.everpure.com. continued on page 26

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NewsBites

Koffeelink’s weekly New Coffee Bulletin features unique coffees from a variety of sellers

Koffeelink’s New Coffee Bulletin is sent to over 170 companies, including more than 130 coffee roasters. Each offering includes details on the coffee attributes and story. “Koffeelink is easy to use and provides excellent support. We sold a micro-lot with their help. I would highly recommend their service to others,” said Efrain Osorio from Finca La Valentina. Green coffee sellers that recently published offerings include: Finca La Valentina, Maui Grown Coffee Distributors, Walker Coffee Trading, Olam Specialty Coffee, Gold Mountain Coffee Growers, Bodhi Leaf Coffee Traders, and Keffa Coffee. Visit www.koffeelink.com to view their offerings and sign up for the free New Coffee Bulletin.

Vitamix® Announces Winner of "Vitamix Enspires" Contest

This summer, Vitamix® asked food service professionals and mixologists a simple question: “How Does Vitamix Inspire You?” Those who answered it by submitting a 250-word essay had a shot at winning two Vitamix commercial blenders of their choice. Richard J. Biondo, corporate chef at 5 Napkin Burger in Brooklyn, N.Y., shared his story about how Vitamix has inspired him on the job and, in the process, won the Grand Prize for his testimonial. The Vitamix Inspires contest, which launched at the 2011 National Restaurant Association (NRA) show in Chicago, builds upon the company’s longtime commitment to foster a distinct personal connection with its customers. Both users in the foodservice industry and establishment operators were eligible to enter the contest by submitting essays that addressed the theme, “Vitamix Inspires” and detailed how using Vitamix products have boosted creativity, ingenuity and quality in their establishments. To learn about Vitamix commercial blenders, visit www.vitamix. com/foodservice.

Breaking New Grounds, Miscela d'Oro Brings SCAE Barista Certification System to North America A great cup of espresso starts with a great blend of beans, but a superb cup of espresso needs the magic touch of a top-notch barista. That’s the wisdom behind the SCAE (Specialty Coffee Association of Europe) Barista Training and Certification Workshops, which took place on July 18–22 in Tempe, Arizona. Organized by Miscela d’Oro, the Tempe event launched the first SCAE certification program ever offered in North America. Miscela d’Oro already has plans for more training events throughout the rest of 2011 and over the next few years, with the longterm goal of achieving SCAE certification for all interested Miscela d’Oro clients. Miscela d’Oro is sold today in more than 30 countries world-wide. www.misceladoro.com

Red Mushroom coffee and tea

Martin Kabaki and Purity Gikunju, who grew up poor on coffee farms in Kenya before moving to the US in 1999, have come up with a new and innovative idea of blending their organically grown Kenyan coffee with a USDA Organic certified finely ground extract from Reishi mushrooms. They have named this unique blend Red Mushroom Coffee. Reishi, also known as Ganoderma Lucidum, is a rare red mushroom that has been used as a traditional Chinese and Japanese medicine for over 5,000 years. Martin and Purity are working with a US company in Nevada that has grown the reishi mushrooms in the US. The fine powder from the reishi mushroom extract is then blended with top quality organic certified Kenyan coffee to give

you not only a good tasting cup of coffee but also an endless list of proven health benefits. To see a video and learn more about the Red Mushroom coffee project and to reserve your order, you can go to www.kickstarter.com and type Red Mushroom on the search bar. You are guaranteed to enjoy the rich and smooth cup of Kenyan organic coffee mixed with the reishi extract that not only takes care of your body but also helps to improve the living standard of the poor coffee growers back in Kenya. Contact: Martin Kabaki, Tel: 904 371 7869 Email: info@ growersalliancecoffee.com

Allison Hill Joins Two Leaves and a Bud as West Coast Regional Sales Manager Two leaves and bud is pleased to announce that Allison Hill has officially joined the firm as their West Coast Regional Sales Manager on Monday, August 15. In this position, Hill will oversee sales and promotion efforts in the Western portion of the United States for the company’s craft, whole leaf teas and Café Orzo, an organic Roasted Italian Barley coffee alternative. Hill can be reached at allison@twoleavesandabud.net. For more information about the tea company and their variety of black, green, white, and herbal teas, visit www.twoleavesandabud.com

20th Annual Coffee Fest to Perk Up Seattle September 23, 24 & 25, 2011

Coffee Fest will once again perk up the Pacific Northwest with the 63rd Coffee Fest, September 23, 24 & 25, 2011. Over 300 exhibition booths will represent everything found on either side of the counter in an upscale coffee shop, including the counter. More than 7,000 specialty coffee and tea professionals from all over the region and the world are expected to visit Coffee Fest Seattle to discover new and exciting products and services, as well as learn about the latest java trends. Coffee Fest exhibition hours are 12 p.m. – 5 p.m. Friday and Saturday and 12 p.m. to 4 p.m. on Sunday. Coffee Fest is closed to consumers; only members of the trade and those considering entering the business will be allowed entry. Children under 13, including infants, are not admitted. Admission to the trade show is $30.00 per person at the door, which is good for all three days.

Sunset Hill Stoneware Introduces New Signature™ Stoneware Product Catalog

Sunset Hill Stoneware, a family-owned, full service production pottery company, has released a new product catalog featuring Americanmade, customized Signature Stoneware™ products. The expanded catalog presents mug and stein collections, along with handcrafted items for kitchen, home and office settings. More than 40 handcrafted styles of mugs and steins are presented – each individually hand thrown on custom-designed pottery wheels by master potters. Mug sizes range from small 6-ounce samplers to larger 16-ounce varieties. Popular stein sizes range from 10-24 ounces. Each product style is finished with a glaze choice and decorated with logo or favorite artwork using the company’s newly redefined imaging production process. All of the durable stoneware products are 100% lead-free, non-toxic and safe for daily use making them food safe, along with oven, microwave and dishwasher reliable. They are also Proposition 65 compliant as ruled by the State of California. To learn more about the company’s full offering of products and service, contact them at 800.509.4662, info@shstoneware.com or visit www.shstoneware.com. September 2011

Jaho Coffee Roasters recently introduced iRoaster for the iPhone & iPod Touch.

Version 1 of iRoaster allows roasters to do anything from recording, visualizing and sharing roast profiles, to setting a roast schedule! Features include 1.) Keeping detailed information on your coffees. 2.) Cupping Notes 3.) Record your roast profiles and play them back. 4.) View your roast profile as a graph. 5.) Inventory tracking that automatically updates as you roast or get new deliveries. 6.) Roast Schedule/To-Do function allows you to schedule how much coffee you are roasting and for which client. 7.) Share your roast profiles, coffees & inventory by email with your team. iRoaster is available in the Apple App Store for a reduced price of $4.99 until September. www.iroasterapp. com.

Weldon Flavorings, a Fall Favorite Returns and new coffee flavors added for the Holidays!!

Once again the Fall season is upon us and Weldon Gourmet Coffee Flavorings is looking forward to cooler weather and the return of their Fall Favorite, Pumpkin Spice, to their product line. Since last year was a banner year for this seasonal favorite, production has already begun and flavors should be available for purchase by September 5th. New choices for this Holiday season will include Coconut and Peppermint Stick. Weldon Coffee Flavorings are pure liquid flavor completely free of sugar, artificial sweeteners, creamers, powders, and syrups. They are the perfect solution to serving Flavored Coffee, cappuccino, and lattes without all the calories, carbohydrates, fats, and sodium. And if that doesn’t get your attention they are also Gluten-free, contain no sodium benzoate, and are non-allergenic. Each 4 oz bottle comes with a pre-measured pump that allows for quick and accurate flavoring of each cup. Ideal for coffee shops, drive-thrus, office coffee service, convenience stores, or any place coffee is served. For more information please contact Weldon Flavorings at info@ WeldonFlavorings.com

Smoothie Essentials, for the health of it Smoothie Essentials is the premier manufacturer of powdered supplements to the coffee and juice bar industries. Their assortment of 19 boosts is inexpensive to purchase, easy to use, colorfully labeled, and made from natural ingredients. Manufactured in accordance with Good Manufacturing Processes, and certified Kosher, Halal, and Vegetarian. Smoothie Essentials Supplement-Boosts are perfect for every customer base. They provide energy blends as well as relaxing blends; protein blends for vegetarians and non; boosts for body builders as well as for those who are concerned about being trim and fit. Their product line accommodates every consumer preference including athletes, nutrition advocates, and those who are proactive about wellness. Smoothie Essentials provide Point-of-Sale material that supports the benefit of each supplement blend. www. SmoothieEssentials.com, 415.382.6535.

300 Booths 78 Classes and Workshops US Latte Art Championship USB Northwest Regional Special Appearance: Caffe Espresso: The State of the Art presented by, David Schomer September 23-25, 2011

www.coffeefest.com 800-232-0083 Coffee Fest New York • March 9-11, 2012 ~ Coffee Fest Chicago • June 8-10, 2012 CoffeeTalkFullBleed2.indd 1

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Advertisers Index Company.......................................... Phone.............................. Web................................................Page.............. CFest Seattle 2011

3Gorillas.com ........................................................877.903.3257............................. Agtron, Inc...............................................................775.850.4600............................. Biodegradable Food Service..............................541.593.2191............................. Bridge Brand Chocolates......................................415.677.9194............................. BriteVision................................................................877.479.7777............................. Café de Costa Rica...............................................+506.2243.7863........................ ChefTec/Culinary Software Services, Inc..........303.447.3334............................. Cirqua Customized Water...................................805.987.7372............................. Coffee Fest..............................................................800.232.0083............................. Coffee Holding Company....................................800.458.2233............................. Comfort Grip Wrap..............................................847.478.0184............................. Costellini's................................................................877.889.1866............................. Del Monte Foodservice.........................................412.222.8341............................. Descafeinadores Mexicanos SA de CV.............+522.717.127.066.................... Display Cafe Ltd....................................................905.799.8197............................. Ditting USA, Inc.......................................................810.367.7125............................. Doi Chaang Coffee Company............................604.689.3312............................. Eagle Web Press....................................................800.800.7980............................. Espresso Americano-Honduras............................504.2231.0711........................... Everpure..................................................................630.790.1092............................. Fres-co System USA, Inc........................................215.721.4600............................. Gaviña Gourmet Coffee......................................800.428.4627............................. Grindmaster Cecilware.........................................800.695.4500............................. Grounds for Health................................................802.241.4146............................. Inbru.........................................................................314.991.1700............................. Insight Beverages, Inc............................................847.847.3109............................. Jaho Coffee & Tea................................................978.744.4300............................. Java Jacket.............................................................800.208.4128............................. Knutsen Coffees, Ltd..............................................800.231.7764............................. KoffeeLink...............................................................703.348.2344............................. LBP Manufacturing.................................................800.545.6200............................. Melitta SystemService USA, Inc..........................888.635.4882............................. Monin Gourmet Flavorings...................................800.966.5225............................. NAMA......................................................................312.346.0370............................. Orleans Coffee Exchange....................................800.344.7922............................. Oromia Kaffa, Inc..................................................800.913.4175............................. Pacific Bag, Inc........................................................800.562.2247............................. Pack Plus Converting.............................................909.902.9929............................. POS Prophet Systems............................................866.528.4393............................. Project2Love...........................................................916.412.9436............................. Restaurant Equipment Auction Specialist of America...866.218.5600............................. Rocket Man, Inc.......................................................800.921.0199............................. Scolari Engineering S.p.A.....................................856.988.5533............................. Service Ideas, Inc...................................................800.328.4493............................. Smoothie Essentials Supplement-Boosts.............415.382.6535............................. SPORTea(R).............................................................303.694.6965............................. Stalkmarket Products (Asean Corporation).......503.295.4977............................. Strongarm Industries, Inc.......................................409.835.1330............................. Sunset Hill Stoneware............................................800.509.4662............................. Tea Packs.................................................................877.345.7832............................. TekPakSolutions......................................................416.505.3839............................. The Metal Ware Corporation.............................800.624.2949............................. Tightpac America inc.............................................888.428.4448............................. Track the Impact.....................................................619.889.1997............................. Umpqua Oats.........................................................877.303.8107............................. Unishippers of Montana.......................................406.261.4224............................. Vessel Drinkware....................................................855.883.7735............................. Vita-Mix Corporation............................................800.437.4654............................. Weldon Flavorings.................................................502.797.2937............................. White Coffee Corp...............................................718.204.7900.............................

www.3gorillas.com/coffeetalk .......................23 www.agtron.net .................................................15 www.earth-to-go.com ......................................17............................................................ 630 www.bridgebrandschocolate.com .................31 www.britevision.com ........................................19............................................................ 639 www.cafedecostarica.com ..............................19............................................................ 522 www.culinarysoftware.com ..............................30 www.cirqua.com ................................................24...................................................741, 743 www.coffeefest.com .........................................27 www.coffeeholding.com ...................................3......................................................740, 742 www.com fortgripwrap.com ............................28 www.costellinis.com ...........................................28............................................................ 416 www.delmontechilledfruit.com.........................11 www.descamex.com .........................................15 www.innovatedproductsmfg.com ...................24 www.ditting.com ................................................28 www.doichaangcoffee.com .............................15 www.eaglewebpress.com ................................25 www.espresso-americano.com ........................31 www.everpure.com ...........................................31 www.fresco.com .................................................17 www.gavina.com ...............................................23 , 31...........................................523, 525 www.grindmaster.com ......................................9 www.groundsforhealth.org ..............................29 www.inbru.com ..................................................30 www.insightbeverages.com .............................30 www.iroasterapp.com ......................................30 www.javajacket.com .........................................21 , 31.................................................... 911 www.knutsencoffees.com .................................30 , 31 www.koffeelink.com ..........................................30 www.lbpmfg.com ..............................................23...................................................733, 735 www.melittasystemservice.com........................5............................................................... 201 www.monin.com .................................................31...................................................601, 603 www.namacoffeeservice.org ..........................13 www.orleanscoffee.com ...................................30 www.oromiakaffa.com .....................................29 www.pacificbag.com ........................................25 , 31...........................................611, 710 www.packplus.com ............................................30 www.posprophetsystems.com .........................25............................................................ 825 www.project2love.com .....................................29 www.AuctionViaInternet.com ..........................24 www.rocketman.com .........................................12............................................................ 728 www.scolarieng.com .........................................32 www.serviceideas.com .....................................31 www.smoothieessentials.com ...........................12............................................................ 407 www.sportea.com .............................................24 www.stalkmarketproducts.com .......................2, 31...............................................729, 731 www.strongarmindustries.com .........................29 www.shstoneware.com ......................................31 www.teapacksusa.com .....................................30 www.tekpaksolutions.com ................................25 www.nesco.com ..................................................24............................................................ 727 www.tightvac.com .............................................31............................................................ 702 www.tracktheimpact.com .................................31 www.umpquaoats.com .....................................30...................................................323, 422 www.unishippers.com ........................................28............................................................... 15 www.vesseldrinkware.com ...............................21...................................................826, 828 www.vitamix.com/thequietonen .....................6, 7, 31................................................... 913 www.WeldonFlavorings.com ...........................29 www.whitecoffee.com ......................................31....................................................................

Our combined buying power helps small and medium-sized business save on freight shipments every day. MORE THAN 30 DIFFERENT CARRIERS TO CHOOSE FROM

Oak Harbor Freight Lines, Inc.

28 September 2011

www.packplus.com Toll Free: 1.877.722.5888

Home of the widest selection of packaging products for coffee, tea, food and other specialty items.

Call us for a FREE quote on customized packaging! E: info@packplus.com

30 September 2011

AllStar Tools Water treatment

Air Pots

Roasted Coffee

Sleeves

Cups & Lids

Everpure

Service Ideas Incorporated

F. Gaviña & Sons, Inc.

Java Jacket

StalkMarket Products

800.942.1153 everpure.com

800.328.4493 serviceideas.com

800.428.4627 gavina.com

800.208.4128 javajacket.com

503.295.4977 stalkmarketproducts.com

The leading manufacturer of water treatment equipment for foodservice applications. Everpure offers filtration, reverse osmosis, softening, and scale control systems plus complete customer support programs and services.

Our stainless steel-lined Stanley ErgoServ ® air pots deliver best-in-class thermal performance to protect your beverage investment. With superior FerroStat™ insulation and durable yet elegant design, the hardworking ErgoServ™ air pots are the next best thing to serving the coffee yourself.

Gaviña, the preferred coffee partner for retailers and entrepreneurs everywhere, is a founding member of the SCAA. Gaviña’s expertise provides a consistently high-quality coffee experience for your customers. Gaviña Coffee: Grounds for Great Partnership.

Java Jacket provides the best insulation of all sleeves on the market. Protects customers from hot or cold to-go beverages, and provides a more grippable surface than other coffee sleeves.

StalkMarket Products, a leading provider of compostable products, offers the world’s first certified compostable Ingeo™ hot cup and lid system from Planet+ that meets the rigorous composting requirements of Biodegradable Products Institute (BPI).

Blender

Packaging

Chocolate

Vacuum Container

Green Coffee Importers

Vitamix 800-4DRINK4 www.vitamix.com/ thequietone

Pacificbag Inc.

Bridge Brands Chocolates

Tightvac

Knutsen Coffees, Ltd.

425.455.1128 pacificbag.com

888.732.4626 bridgebrands.com

888.42.TIGHT tightvac.com

800.231.7764 knutsencoffees.com

• Stock pre-made bags • Custom printing • One-way valves • Labeling services • Packaging equipment • Rollstock laminations

Coffee Lover’s Chocolate pairs irresistible quality chocolate with coffee, and irrefutably drives up retail sales. Private label options make a good concept even better.

Tightvacs are the ultimate Coffee & Tea container! Our unique patented Tightvac closure system allows the gasses from the beans to escape – without letting oxygen back into the container. Tightvacs guarantee the smooth flavor your customers pay for.

Award winning purveyors of the finest green coffees in the world. Call us about our exclusive 100% Estate Grown Jamaican Blue Mountain grown at over 4,000 feet on a farm established over 200 years ago. Supplies EXTREMELY limited.

Well known for delivering incomparable versatility and value through its revolutionary product performance, Vitamix once again delivers an industry first, The Quiet One™. Engineered to provide dramatic sound reduction, world-class reliability, unparalleled speed of service and a perfect blend every time.

Give us a call; we will simplify your packaging decisions.

PRIVATE LABEL

Charitable Giving

Stoneware

White Coffee Corp.

Track the Impact 619.889.1997

Sunset Hill Stoneware

800.221.0140 718 204 7900 www.whitecoffee.com

www.tracktheimpact.com

White Coffee creates customized blends and packaging for industry leaders. Wide variety of varietals and flavors available. Exclusive licensee of Kahlua flavored coffee. Fair Trade, Organic, Kosher, NSF certified.

How do you measure and track your social impact? Is it easy and cost-effective? Do you do it? Profits4Purpose connects for-profits with non-profits so we all profit.

Erna Knutsen, President & Founder.

GOURMET FLAVORINGS International Franchise

Monin

800.509.4662 www.shstoneware.com

800.866.5225 www.monin.com

Build your business and coffee house brand with distinctive stoneware products. Each piece individually hand thrown by master potter. Decorated with clay-crested medallion of your artwork. Made in America.

With 200 of the finest flavored syrups, sauces and purees available to the coffee industry, Monin ensures ultimate taste and creativity for successful beverage solutions.

Espresso Americano®

011-504-2231-0711 franquicias@espressoamericano.com PASSION FOR COFFEE, FROM BEAN TO CUP Franchise opportunities available worldwide for Espresso Americano®: a Honduran specialty coffee grower/roaster/retailer, guided with a true passion for coffee. Interested investors are welcome to contact email above.