October 2011 by CoffeeTalk Magazine

October 2011 Vol. XXIV No. 10

www.CoffeeTalk.com

ICE

see NAMA Listings on page 20

for coffee professionals

page 10

This Month: 12

Soyuz Coffee Roasting

Cause Coffee

Rocky Rhodes

NAMA Coffee, Tea, and Water Exhibitor listings

速

Contents

FAIR TRADE USA reduces fees for coffee roasters

The View

From Miles & Kerri

Calendar

Ice for the Coffee Professional

Retailer Profile: Soyuz Coffee Roasting

Cause Coffee

Rocky Rhodes

Newsbites

Coffee, Tea, and 20 WaterNAMA 2011 Exhibitor listings

Soyuz Coffee Roasting

Cause Coffee

NAMA Coffee, Tea, and Water Exhibitor listings

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

Special Correspondents

Advertiser Index

Feature

Dan Bolton, 204.788.1359 dan@coffeetalk.com

Design

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

Administrative

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

Ice for the Coffee Professional by Michael A. Rice 4

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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

October 2011

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Fair Trade USA Reduces Fees for Coffee Roasters Making Fair Trade More Accessible for More Companies to Increase Producer Impact with Fair Trade Certified Coffee Fair Trade USA, the leading nonprofit certifier of Fair Trade products in the United States, recently introduced a new innovation strategy entitled Fair Trade for All. This bold new vision will double the impact of Fair Trade Certified™ coffee by 2015 and make Fair Trade more accessible to companies of all sizes. As a first step, Fair Trade USA is reducing its service fees across the board for coffee roasters and introducing improvements to its certification services. Fair Trade for All builds on the momentum of the past 12 years to bring greater impact to farming communities and maximize market opportunities for producers. Through this effort, Fair Trade USA will unite NGO and industry partners to: •

Strengthen farming communities by investing in cooperatives and partnering with others to broaden and deepen the impact of Fair Trade;

•

Innovate the Fair Trade model to include more people in more communities around the world;

•

Ignite consumer involvement to increase awareness and sales in order to build the global Fair Trade movement.

Efforts to innovate the Fair Trade model are starting in coffee. Fair Trade USA has been conducting feasibility studies and plans to test more inclusive Fair Trade standards that will extend the benefits of Fair Trade to millions more farmers and workers, and provide businesses more Fair Trade Certified coffee supply options.

“Fair Trade USA’s goal is to generate more impact for coffee farmers, so we’re ensuring that our fees allow companies of all sizes to participate in Fair Trade,” said Jennifer Gallegos, Director of Business Development for Coffee at Fair Trade USA. “We’re excited to offer coffee roasters high-quality, costeffective certification services that will encourage roasters to carry Fair Trade Certified coffee and grow their Fair Trade business."

Additionally, as part of the new strategy, Fair Trade USA is reviewing all of its processes in order to improve customer service, simplify, and streamline it's certification services, including:

Reducing Fees for Coffee Roasters:

Effective January 1st, Fair Trade USA will lower fees for all roasters; make the first 20,000 pounds free; and reward those who source 95% or more of their coffee as Fair Trade Certified with the deepest savings. For more information about how this news benefits your business, or to source or sell Fair Trade Certified coffee, please contact us at coffee@FairTradeUSA.org.

Improved Certification Services:

Fair Trade USA also plans to improve its certification services for all partners. Efforts will include improving Fair Trade USA’s reporting system (TARA), better communications regarding our efforts to protect the integrity of the Fair Trade Certified seal and enhanced annual impact reporting.

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The View The “Old” Third Wave

oes anyone still remember “The Third Wave”, not the current trendy coffee version, but the paradigm-changing book by Alvin Toffler published in the late 1970’s? After attending a discussion group moderated by Tim Castle at the Roaster’s Guild Retreat this month, I was struck by an idea that led me toward revisiting this, and the rest of the suite of books written by Toffler at about the same time. The discussion was about the language of coffee. I have some passions about the subject so that was the clear choice for me. The pressing question for the group was the evolution of a usable descriptor language for coffee. It quickly became clear that as an industry, we operate with 3 sets of quality descriptors. The first is the language of the “Q”. Designed to form a standardized language for evaluating quality in a formalized cupping environment, the coffee is given descriptors based upon the profile of a cup of coffee with almost no relationship to anything anyone would actually drink! (It is brown) This language is meaningful to growers, export/importers, and green coffee buyers. The second is the marketing language used by roasters and retailers to describe roasted coffee presented to consumers. (Tangerine brightness with a refreshing hint of lilac??) Consumers developed the third, and most ignored language. That is the language of ordering at the counter. The often complex and pretentious recipes requested by customers. And here is where Alvin Toffler comes in. In the “Third Wave” Toffler speculated that (in the ‘70’s) America and ultimately the world, was moving past a mass manufacturing society, the ‘Second Wave’ and into an era of “de-massification.” Prior to the internet, prior to PC’s, prior to Starbuck’s, he envisioned a quantum shift in buying behaviors where consumers would look for ways to create completely personal product experiences. Customers will demand the ability to be able to design and buy precisely what they want, whether it is automobiles, clothing, airplanes, music, housing, food, and surprisingly…coffee. Starbuck’s and Seattle’s Best Coffee, whether they intended to or not, provided a accessible platform for consumers to express their individuality through the various descriptors of the beverages they ordered. This ‘new language’ of ordering coffee set people apart as individuals rising above the masses. It was elemental toward establishing specialty coffee houses as elitist temples through which one could express prestige, ‘smart-ness’, and individuality. In the 90’s, walking down Park Avenue with a Starbuck’s cup in you hand was considered very cool and trendy. Even though some in our industry now ridicule the ‘Valley girl coffee-like beverage recipes’ recited in cafes across the country, and some cafes have even banned that kind of ordering, the essential idea still has not changed. The new trends toward customized pour-over, and other single cup brewing methods are a backlash against milk based coffee beverages, yet they are still part of the same trend. Small batch specialty roasting and single cup brewing methods are a new generation’s attempt to rise above the masses and reject conformity. With these new methods comes a broadening of

the coffee language for consumers, but not an entirely new trend. ‘Third wave’ coffee is really not anything new, it is a continuation of fundamental societal shifts that are changing the way products are made and presented. What seems common place today – picking the individual songs we want to own instead of having to purchase a whole album, customizing the components in our PC’s, going to a website to pick the exact options we want on our cars, micro-managing travel arrangements, and of course, individualized micro-lot varietal blending for a single cup pour-over – was revolutionary thinking 30 years ago. So, any discussion of coffee language must, in my opinion focus on the evolving language of the consumer. I do not think it is possible to create a unified language that describes coffee from the farm to the consumer’s cup. In many ways, the very effort to standardize is “way last century.” Embracing the marketing/consumer jargon, regardless of how weird it can sometimes get, is essential. What we as an industry need to do is use that consumer language to establish some identifier signposts to help customers build confidence and find consistency while enhancing individuality. The “Flavor Wheel” is, at best, a means of industrial calibration for the agricultural side of the coffee world. And since it is not properly trained to in certified cupping classes, generally, it has become more of a pretty wall decoration than a usable tool. Every cupping lab has one, but how many professional cuppers can describe its function? The roaster’s cupping table is the nexus of transition for coffee. This is where the coffee moves from an agricultural product to a manufactured and marketed product. Training to that transition is essential if our industry is to develop a form of language that continues to be inclusive and sustainable for our enthusiastic consumers. The place to facilitate this training is through the Roaster’s Guild. Roasters need to be trained to the ‘Flavor Wheel’ and be encouraged to develop, as a group, a usable and sensible common marketing language to simplify, and at the same time expand, the consumer experience. Ad hoc languages seem to spring up everyday as society becomes “de-massified” at an accelerating speed – texting acronyms, tweets, hipster affectations, gaming ‘nom de’guerres’, the ways we communicate through fashion, even the way we communicate using our car’s turn signals. Recognizing the linguistic theories behind the development of new languages, if the coffee world hopes to form a seemingly standardized language for describing coffee for consumers then first it must provide leadership and guidance to consumers that is consistent. New languages cannot be imposed, that is like giving your self a nickname, it will never happen. New languages are mentored. Spend a minute watching how eight year olds learn the current “cool” language. They hear it, they mimic it, and then a peer that they trust gently corrects them or high-fives them. If we hope to have consumers engaging in ‘coffee-speak’ then we have to lead and mentor them. As an idea, I think that the SCAA and Roaster’s Guild might consider including in the roaster certification curriculum a mandatory class in teaching and mentoring retailers and consumers in the nuance of coffee. By effectively building these skills in roasters, we can begin building this new language and bridging the chasm between our cupping language and a marketing language that is meaningful, non-threatening, and helpful to consumers. Cheers,

Calendar

Oct. 2-3 Oct. 6-8 Oct. 8-12

Canadian Coffee & Tea Show, Vancouver, BC Espaço Café, Brasil Anuga 2011 – Cologne, Germany

Oct. 20-23 Oct. 24-27 Oct. 25-27

China Xiamen International Coffee Fair - Xiamen, China Camp Pull-A-Shot barista training, Santa Barbara, CA The 6th edition of TriestEspresso Expo - Trieste, Italy

Oct. 25-27

IWCA International Conference - El Salvador

Nov. 3-5 Nov. 4-13 Nov. 9-13 Nov. 12-20 Nov. 22-24 April. 25-27 2012 October 2011

UAE Coffee & Tea Festival, Dubai Kona Coffee Cultural Festival Sintercafé 25th Anniversary-Herradura Beach, Costa Rica Evironmentally Friendly Coffee Production and Bird Watching - Nicaragua European Coffee Symposium-Berlin, Germany NAMA OneShow

Ice for the Coffee Professional by Michael A. Rice, Sr. Product Marketing Manager, Follett Corporation

very business is looking for ways to provide more value to its customers, and the office coffee business is no different, especially in today’s challenging times. Operators are upgrading their coffee offerings, including higher quality blends, single serve coffee, and iced coffee to capture more of the afternoon beverage experience. Others are starting to offer new services such as water dispensers and other beverages to provide more value to their clients. One approach for coffee professionals to support an upscale office beverage program is to provide ice to their clients. For the office coffee professional, ice is a natural business extension because (1) it is essential to an iced coffee or iced tea program and (2) ice is nothing more than frozen water, the liquid that is a primary ingredient in their coffee offering. Coffee professionals skilled at providing high quality water can apply the same skills to ice and expand their business. Ice can already be found in many offices around the country as well as on countless factory floors and road crew dispatch centers - locations that coffee professionals already serve. The key is to provide the right ice offering.

Ice – A valued amenity

Ice can provide several benefits to an office coffee program. Most people in this country like ice, with about 250 billion pounds per year consumed in foodservice applications outside the home. Ice makes drinks colder and keeps them colder longer. People also like to chew ice when their drinks are finished. Several studies have revealed that over 50% of the population enjoys chewing ice. Many people enjoy their beverage chilled. Ice will keep beverages cooler, making it more likely that people will drink more. Ice also provides health and wellness benefits. The benefits of good hydration on mental acuity, productivity, and general wellness have been well documented. Ice water also provides a metabolic benefit. The caloric requirement to metabolize 40 degree water to body temperature for someone drinking the recommended 8 glasses a day is the equivalent of 3 to 4 pounds a year. For office coffee and water clients, ice can solve the problem of running out of chilled water at break times. Most water coolers only have limited capacity to chill water and, often, the first few people with large mugs will use up all the available chilled water, leaving the rest of their co-workers disappointed. With ice, you can provide your clients with an almost limitless amount of ice cold water, even at peak periods. Ice complements other beverages. Iced coffees, iced teas, flavor packets, soft drinks, energy drinks, and other beverages all benefit from the availability of ice. As companies look for enhanced refreshment services to keep their associates on-site and productive, ice can be a part of the overall solution. Ice is a key component to expanding ice coffee programs and growing coffee sales. With ice, water and other beverages will stay cold for much longer periods than if they come from a chilled water dispenser or some other refrigerated dispenser. Ice makes all cold beverages more appealing to employees. There are a number of considerations when choosing icemakers for employee refreshment. Machines need be sized appropriately to serve the client population: number of people, daily patterns, climate, interest in ice, cup sizes, are all important considerations. Ice type and utility consumption (water and energy) should be evaluated. Installation needs to address water supply and, if required, drains or condensate pumps. However, the most critical fact to remember when considering adding ice to your product offering is that ICE is FOOD. As food, ice requires the same concern for sanitation as any other water or food product you may offer.

Ice – Keep it sanitary

When it concerns ice, sanitation takes two basic forms: sanitation in dispensing and in cleaning of ice machines. Traditionally, ice has been available in offices from either the refrigerator or an icemaker that is installed under

a counter. Larger operations may have an icemaker on top of a large storage bin. More recently, some offices have chosen to install small, low capacity countertop icemakers. These icemakers are convenient (they come in either plumbed-in or pour-over models) and relatively inexpensive. Unfortunately, these icemakers all have open bins from which individual users scoop ice out. Many employees complain of cross contamination from unsanitary Co-workers who scoop their cups through the ice bin or who may store their lunch or other food in the ice storage area. Since the ice is exposed to air every time the bin is open, there is greater likelihood of bacteria, yeasts, molds, or algae growing in the icemaker and/or bin.

Sanitary dispensing of ice

One way to minimize the potential for contamination of ice is to use ice and water dispensers where the ice is both made inside the machine and stored in a sealed bin to protect it from hands, dirty scoops, or unnecessary exposure to air. These ice dispensers will have some type of mechanism to dispense the ice out of a bin without the need to touch the ice. Many of these will also dispense water using a variety methods such as lever, button or infrared sensing. They are also easy to install and maintain by placing on a counter or on a base stand for easy utility and drain connections. Some don’t even require a drain, making installation easier and placement more flexible.

Cleaning the icemaker

In addition to using equipment that improves sanitation by minimizing the potential for exposure when dispensing ice, maintaining proper cleaning and maintenance practices is critical to providing a quality ice offering. Most preventive maintenance programs involve (1) daily/weekly wiping of the exterior surfaces, (2) monthly cleaning to remove dust from the condensers, and (3) semi-annual inspection of critical parts, cleaning to remove scale from the icemaker an acid cleaner, and sanitizing the icemaker with the manufacturer’s recommended sanitizer. In some areas, particularly if the water is hard or if there is yeast or bacteria in the air, more frequent cleaning and sanitizing may be needed as well as pretreatment of the incoming water to reduce scale. When selecting an icemaker, look for those that are easy to clean and maintain. A well maintained icemaker provides the greatest return on your investment.

The same principles apply to coffee houses.

The right type of ice and the right type of icemaker will benefit the coffee shop operator as well as the office coffee provider. Ice sanitation and cleaning procedures are just as important in a retail establishment as in the office coffee environment. While somewhat more expensive than traditional icemaker/bin combos, some retailers have chosen to invest in the hands-free ice maker/dispensers to reduce the potential for cross-contamination. The choice of ice type can also contribute to both high revenue and lower costs. In the fountain beverage arena, studies have shown that more people will purchase more beverages if offered the choice of chewable nugget ice, and the same should hold true for iced coffee and iced tea. Additionally, nugget icemakers, either in dispensers or in icemaker/bin combos, typically use less energy and substantially less water than comparable sized cube-type machines found in most retail establishments. In conclusion, the coffee professional has a number of new opportunities relating to ice. When pursuing the opportunities, always remember that ice is food and needs to be dealt with in a safe and sanitary manner. Michael Rice is Senior Product Marketing Manager for Follett Corporation. Follett Corporation is a leading manufacturing of ice machines, ice and water dispensers, and ice storage and transport equipment focused on innovative solutions that promote health, safety, and well-being in foodservice, healthcare, and office environments. Mike is also Adjunct Faculty at DeSales University where he teaches courses on Ethical Issues in the Workplace, including topics of Corporate Social Responsibility. Contact Mike at mrice@follettice.com

10 October 2011

Follett® puts the right ice in your coffee Chewblet® ice – crunchy chewable ice that makes your coffee fun Sanitary – hands-free dispense minimizes contamination Available in countertop, freestanding, and undercounter configurations.

Find out more at iceforcoffee.com Follett and Chewblet are registered trademarks of Follett Corporation, registered in the US.

Retailer Profile: Coffee Orgy on Red Square by Maxim Vershinin Soyuz Coffee Roasting www.soyuzcoffeeroasting.com Drago Lakic t: (+31) 10 205-2614 d.lakic@soyuzforum.com

an, I had a good time on Red Square in Moscow a couple of weeks ago, and it's not just because I finally saw Lenin's mummy (Yes, he is still there in his mausoleum, stop by to say "Hi"), but because I got to participate in a unique event for Russia – the first international coffee festival organized by Soyuz Coffee Roasting company. The coffee festival coexisted side by side with the international military music festival – Spasskaya Tower, where military bands from a multitude of countries showed off their exotic beats along with colorful and at times weird attires. The coffee fest is where I was most of the time; it was so heavenly that if Hieronymus Bosch came by, I bet he would have made a new painting and call it “The Garden of Coffee Delights.” Make sure to sit down, and let me give you some stats: 1060 liters of milk, 1200 liters of water, 200 kilos of coffee, 17,000 espressos, and 10,000 people served in just 5 days. Now add 7 barista champions to the mix: Alejandro Mendez (El Salvador), Francesco Sanapo (Italy), Javier Garcia (Spain), Olga Melik-Karakozova (Russia), Pete Licata (U.S.A.), Stefanos Domatiotis (Greece), and Monika Palova (Slovakia) and “Whoa!!!” - here comes a coffee coma. Let’s meet the man who was in charge of the event and ask him some questions. Ladies and gentlemen, Drago Lakic, Soyuz’s executive is here with us today. V. What up, Drago! Let’s start off with a little bit of your company’s history and how and why did you decide to pursue the coffee business? L. Hi Max! Our parent company Soyuz Corporation has been involved in other areas of the food business since 2000 (www.soyuzcorp.com), earning the national title of “Official Purveyor to the Moscow Kremlin” for outstanding quality achievements. We have recognized an opportunity in serving an excellent coffee in a

market that has started shifting away from instant coffee towards higher consumption of roasted coffee. Together with my friend and colleague Regina, being BIG coffee lovers and naturally knowing only how to work with high quality products, we have lead the branching out towards specialty coffee products. There is something divine about coffee. We are very proud of the fact that from the moment we have asked ourselves at the conference table (about 2 years ago) “Maybe we could try roasting coffee?” 18 months later we had a medium-sized state-of-the art roasting facility and three primary brands fully developed: Mon Ami, Paretto and Barista. Thus, Soyuz Coffee Roasting was born! V. I know that most of your production takes places in Kaliningrad, why this city out of all others in Russia? L. As I have said earlier, SCR launched three primary brands (Mon Ami, Paretto and Barista) in January 2011. A total of 7 espresso blends across those 3 brands are being roasted at a new state-of-the-art roasting facility and coffee quality laboratory in Kaliningrad (a Russian territory between Lithuania and Poland). Kaliningrad region is of strategic importance to us since it falls under the Special Economic Zone laws (import, profit and property tax breaks) and is also the only non-freezing Russian port. Since our company grounds are within the port itself, this allows us to have a direct relationship with exporters from the origin and have the green coffees coming in 365 days a year. Moreover, proximity to the European markets is of great importance also! V. What did the festival mean to you personally? L. Like with any great event, you are left with mixed feelings. On top of our daily business activities, SCR team was preparing for 3 months and working on average 18 hours during the 6 day festival to ensure that all went really well, so we are glad that it is over now. We have been a great host to all of our guests. But on the other side, we are all missing the energy and vibe created during the event, and the friendships. After all, each one of us left a small piece of our hearts on the Red Square this year. At some point, nobody wanted the festival to end. Personally, I miss the smiles of satisfied coffee lovers! And when you see two students having a discussion about what coffee notes one is getting from our Paretto line when compared to Mon Ami and Barista lines, it is a highly satisfying feeling since you are witnessing at first hand a new trend being born in Russia: “sophisticated coffee tastes”.

12 October 2011

V. What was your company able to accomplish with the festival? L. The Russian consumer expects a certain element of theater and bravado in product marketing, so we thought to ourselves, "we'll have to go big or go home!" With the Spasskaya Tower festival approaching, we could not think of a better opportunity to make a big splash with our first public product introduction, and what an impression it made: in just 5 days, the Soyuz Coffee Roasting stand was the talk of the festival, our barista champions delighted visitors from around the city and around the world. In one long weekend, we served around 10,000 people. Our mission to introduce our coffees to the public, promote professional barista culture and to get the Russian public thinking differently about coffee was a definite success. V. Could you please describe the experience of working side by side with the world-class baristas? L. The idea of having seven Barista champions was even more exciting because nobody before (not to my knowledge) has had such a crew put together under such festive conditions. It was really interesting to see what kind of synergy would develop across the 3 stations in our SCR Red Square Coffee House. The synergy that was created I simply called “Crazy House”. Joke on the side, and not that they are our friends, but those seven guys are really the world class professionals in every way! V. I was amazed at the level of personal connection you and the baristas were able to establish with each and every single visitor who walked in; taking into account the total amount of people served, you guys are coffee world Rock Stars! L. We (SCR team and Baristas) are professionals and very passionate about what we do. We have tried very hard to give each guest at least a minute of our attention and talk about the coffee he/she is drinking. That is the only real way to establish the connection between the product and the customer and really move the coffee culture forward: personal interaction is the key! Based on the feedback we have received during the festival and after, I can guarantee that over 10,000 people have developed a greater appreciation for coffees in general. It is a very special feeling and a rewarding one, to learn that your efforts of developing a fairly new concept of specialty coffees in Russia are being recognized and valued by leading coffee industry experts around the globe. The entire Soyuz Coffee Roasting team takes a great pride and joy in what they do.

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Cause Coffee by Miles Small

he attractiveness of cause coffees as a means of expressing a businesses commitment to good citizenship is clear but the labyrinth of potential causes and certifications is so difficult to navigate, that many choose to do nothing at all.

The first step toward understanding the array of avenues a business can travel in order to establish a cause coffee must first start with a basic understanding of what is a cause coffee. This universe can be divided into four distinct groups - certification organizations, large-footprint non-profits, small-footprint non-profits, and local interest non-profits.

Third Party Certification Organizations

In the coffee industry, most of us are familiar with these groups, they are... Fair Trade USA (previously known as TransFair USA) - this organization certifies coffee-processing cooperatives globally that are democratically organized and commit to provide fair compensation to their members for the coffees they grow. The recent surge of pricing for commodity coffees has at times exceeded the contractual price Fair Trade will pay, but during times when the price of coffee is low, Fair Trade has been a key player in ensuring the continued viability of small cooperatives. The Rainforest Alliance - RFA is known for its focus on the preservation of the natural biosphere through sustainable agricultural practices and forestry practices. The RFA certifies individual farms that have instituted a wide array of cultural and horticultural practices that lead toward reduction of a farm's negative impact on the land while ensuring sustainable economic value to the growers. Recently, RFA certification has broadened to include labor housing and compensation, best-practices use, storage, and application of chemicals, and watershed management. USDA Certified Organic - this broad-reaching certification is driven by a series of laws and regulations directing the USDA to oversee and enforce the authenticity of foods in, or entering, the US that declare themselves as "Organic." In order to accomplish this mission, the USDA regularly inspects farms and facilities that profess to maintain sufficient standards to be called "Organic." Generally, this means that the product is grown and processed in such a way that it cannot become contaminated with artificial products or chemicals. If a farm can be certified as organic, it is able to present the USDA Certified Organic seal on it’s packaging and marketing materials.

acceptable to your customers. Okay, so legalizing marijuana may not be a good example. If your company is focused on a specific town or geographic area, this type of cause coffee can bring amazing results. In choosing a cause to support through the sale of coffee and other products, your group needs to come to agreement on some specific issues. •

What are your reasons for wanting to field a cause coffee? This will require some honest evaluation. Truthfully, if your motive is to sell more coffee, that is okay. If it were not for that capitalistic motive, most non-profits would run dry quickly.

•

Can your entire organization get on board with the cause that you want to support? If not, then enthusiasm for the initiative will not be sustainable.

•

How much of your gross profit are you prepared to sacrifice? Supporting a good cause is great but if you go bankrupt as a result then nobody wins. Consider carefully what you can do and make a business decision based on the numbers.

•

Check first to make certain that your customers think it is a great idea. It does not make a lot of sense to go through all the printing and marketing hoops only to find out that nobody cares.

•

If the cause you choose requires staff and resources other than money, can you support the needs? If you sponsor a little league team, you may also have to dig up a couple of dedicated coaches and on some rainy early spring evening, that may very well be YOU.

Once you have passed through the mechanical process of setting up a cause coffee, the experience can be very rewarding and positive to your company, both emotionally and financially. By giving honest evaluation to what you want to achieve in life and how you can help and where you can help, presenting a cause coffee can be a deeply fulfilling experience.

Utz Kapeh – this organization, founded in Europe was initially formed to ensure a reliable supply of high quality coffee for the supermarket industry but has since evolved to a broader mission of sustainability, societal, and environmental responsibility. Additionally, there is The Smithsonian Bird-Friendly certification, 4-C certification, and others.

Large Footprint Non-Profits

This is a class of non-profit organizations that advance a broad agenda but do not require certification and periodic verification. Examples of these types of groups include The Women in Coffee Alliance, The Red Cross International, Rotary International, The Bill and Melinda Gates Foundation, Conservation International, UNICEF, and others. Support of these causes addresses issues that are broad and non-specific such as global disease, education, disaster relief, the United Nations Millennium Development Goals, and other wide ranging topics. Support for these groups, typically monetary, is used to address a wide range of activities.

Small Footprint Non-Profits

Although not necessarily small in activity, these groups represent a tightly focused agenda aimed at specific issues often in specific places. Examples of this type of nonprofit are Café Feminino which addresses specific women issues and their societal impact on local community culture; Cup for Education which provides financial and bricks and mortar support to communities in Central America that are under-served educationally; Grounds For Health that focuses on eradication of Cervical Cancer in developing countries; Coffee Kids focuses on families and their environmental and societal requirements; Coffeelands Trust that addresses the removal of landmine fields; and many others. Association with these groups can provide fulfilling and hands-on experiences far beyond donations.

Local Interest Non-Profits

These are causes that have local significance to your community. They include religious organizations, baseball leagues, Special Olympics, support of police and fire departments, legalizing marijuana, the Boy Scouts, the local Red Cross disaster relief fund, and many others to mention adequately. Support of these organizations is often extremely rewarding but care must be taken to ensure that the cause is widely

October 2011

Direct Trade by Rocky Rhodes

hile a great concept, it is incredibly difficult, if not impossible

coffee, or do it himself. The labor adds up. Then, all of the defects are added

for the typical roaster to accomplish. The typical roaster is one

to the lower quality piles of coffee. This could have the effect of lowering

that does 100,000 lbs of coffee or less. A roaster of this size has

the quality and therefore value of a much larger number of bags. Let’s, for

many challenges to making direct trade work. In order to claim a relationship

argument sake, say that the grade 3 coffee is reduced in quality a couple of

with a producer either a true handshake must take place or a corner must be

points as a result and the value of that pile drops by 3 cents per pound. There

cut. Not only is it hard to do, it can actually hurt the very farmer it tries to

is 2000 pounds of coffee in that pile resulting in a loss of $600. Farmer X is

help.

break-even at best for the advantage of this direct relationship. This is not sustainable.

The expense to make this work goes beyond most roasters ability to recoup the cost. At 100,000 lbs per year, your roasting facility is about 4 people deep.

Direct trade should offer both the roaster and the producer the opportunity to

If one person sets off to origin to build this direct relationship it reduces the

profit from a relationship. The best way this works is if the roaster is of a size

workforce by 25%. If you figure it takes at least a week per origin to build that

that they can order an entire crop and then dictate the quality requirements.

relationship, and you do it for a mere 15 of your origin offerings, you are at a

Then, when the defects get spread out it is by design. The roaster sells ‘the

75% work force for about 30% of the year. This is not sustainable.

good stuff ’ as a single origin high-grade coffee with a story behind it. They also sell the lower grades in blends for the commercial marketplace. The

The numbers don’t add up either. It would cost the small roaster about

roaster gets all of the products they want and can count on year-to-year

$95,000 in salary, travel and logistics to source directly from 15 producers.

consistency. The farmer can invest in infrastructure, more land or better

This does not include the assumed higher price paid for the coffee. That boils

practices to deliver year after year.

down to a per pound increase in cost to the consumer of 12-30% depending on whether it was being sold retail or wholesale.

The average roaster cannot offer this.

In this economy, is that realistic? Of course not.

A solution for the average roaster: buying groups. I personally do not know of this happening but have heard of it. An example works like this: 10 small

So what REALLY happens? The roaster builds a tight relationship with the

roasters get together and represent 1,000,000 lbs of coffee production. Each

importer that has the tight relationship with producer. If the importer says

member is responsible for direct relationship building with one or two

that they are doing good things at origin, the roaster can take them at their

producers. All share in the direct relationship story. All this requires is an

word and tell their customers the good that is being done because of this

understanding importer who will manage logistics for the group.

coffee purchase. That is at best an INDIRECT relationship. Direct Trade is what the industry should strive for. It is a great ideal. I think it is also important to dispel the notion that if a roaster buys the

Creative solutions like the one above will allow smaller roasters the ability

top quality beans at a hyper-inflated price, that they are really helping the

to participate without going bankrupt. It will make more consumers directly

producer. To do this it is important to look at what actually happens at origin.

attached to the coffee they purchase. Done right, direct trade can benefit all

DT Roaster flies to small Farmer X and shares dinner. DT Roaster explains

involved, but the average roaster just can’t get it done alone.

that there is a great market for X’s coffee but it needs to be of the highest quality, if the farmer can clean the coffee to near zero defects then he will pay

Rocky can be reached at rocky@INTLcoffeeConsulting.com

an extra $1 per pound. He is willing to take 5 bags of ‘the good stuff ’ and even pay for it up front. He has just committed to spending a whole $660 more

than the usual cost. The farmer now has to ask the mill to re-clean 5 bags of October 2011

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NewsBites

Gourmet Coffee Roasters now offering counter-top roaster

up in your mix, Pumpkin Spice Blended Ice Coffee, Peppermint Mocha Blended Ice Coffee, Gingerbread Chai, and New Egg Nog Flavored Blended Crème Frappe. Taste the holiday season today with Big Train’s seasonal flavors. Inventory is limited so call your distributor or Big Train at 800 BIG TRAIN (800-244-8724) today and order what consumers want this holiday season – Big Train’s seasonal flavors including NEW Egg Nog flavored Blended Crème Frappé.. For more information go to www.bigtrain.com.

Gourmet Coffee Roasters (GCR) located in Wixom, Michigan is now offering the new Java Master Model 5002 Retail Coffee Roasting Machine. The Model 5002 is an automated, counter top machine designed for operation in a retail environment. The roaster features a small footprint and will roast 1 to 3.6 lbs. of coffee in 5-10 minutes. All Java Master roasting machines operate on electrical power, (no gas lines) and require venting. Gourmet Coffee Roasters Inc. is also a full service roaster and has provided specialty roasted coffee and related equipment to the retail industry since 1987. GCR has delivered more than 250 patented, Java Master roasting systems to supermarkets, specialty stores and coffee shops across North America and Europe. For more information, contact Richard Sewell or John Pryzbyla @ 866.933.6300. Additional information including technical specifications can be found on our website www.javamasters. com.

New Compact 7 Series Ice Maker and Dispenser

Follett Corporation announces the release of the new 7 Series ice makers and dispensers. These dispensers, available in countertop, freestanding and undercounter models, have seven pounds of ice storage and can produce up to 125 pounds of chewable Chewblet® ice per day, ideal for a coffee bar or an office iced coffee program. At only 14.5" wide x 17.5" tall, the countertop 7 Series icemaker will fit nicely on a counter under a wall-mount cabinet and provides hands-free dispensing of ice, meaning much less potential for contamination of ice. The icemaker features Follett's proprietary Chewblet ice®, a chewable nugget that consumers prefer by over 2:1 compared to cube-type ice. For more information, contact Follett Corporation at 800523-9361 or marketing@follettice.com.

Big Train releases seasonal beverage mixes ®

For a limited time, Big Train® is offering its delicious and much anticipated holiday drinks line up with a NEW flavor – an Egg Nog flavored Blended Crème Frappé. Get consumers in the holiday spirit by including this beverage line

Coffee Fest Celebrates 20th Annual Seattle Show

Over 4500 coffee shop retailers, restaurateurs and other specialty coffee professionals sampled the latest in specialty coffee, tea and related products at Coffee Fest Seattle, September 23, 24 & 25, 2011. In addition to the competition, attendees sampled from over 250 exhibition booths and could attend over 75 classes and workshops. An unusual highlight on the weekend was the CNBC world debut of the ‘Coffee Addiction.“ Awards were given to the top three New Products for Consumable and Non Consumable to the following: NON CONSUMABLE – 1st place: Vessel Drinkware = One Vessel (reusable drink ware) 2nd place: I Know Hope = Grande Messenger Bag 3rd place: Simply Lids = Simply Lids CONSUMABLE – 1st place: Monin Gourmet Flavorings = New Monin Pie Syrups 2nd place: Boulder Café Supply = J J Cocomel’s 3rd place: Big Train = Fit Frappe

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The Coffee Fest Latte Art Championship was an amazing event featuring head to head competitions with 64 phenomenal competitors. 1st place went to: Christopher (Nicely)/Alameda/Intelligentsia Coffee & Tea, Venice, CA. $2,500.00 2nd place went to: Satoru Oiso/Standard Café, Sapporo, Japan. $1,000.00 3rd Place went to: Ryan Soeder/Starbucks, Seattle, WA. $500.00 Coffee Fest is a trade show catering to the specialty coffee and gourmet tea industries . Coffee Fest’s next show is slated for Javits Convention Center, New York City, March 9, 10 & 11, 2012.

JavaFlow® - The New Way to Brew

The patented JavaFlow® system offers premium quality, freshbrewed coffee with the convenience of a water dispenser. This innovative system looks like a water cooler, acts like a water cooler, and also dispenses coffee on demand using any liquid coffee concentrate. With hot and cold water also available, and an optional child safety switch, JavaFlow is ideal for use in reception areas, employee lounges, hospitality suites, waiting rooms, hotel lobbies and other areas where fresh coffee is appreciated and expected. JavaFlow users enjoy easy setup and operation, lower cost, less waste, no prep time, adjustable coffee strength, no mess and an ever-present supply of fresh-brewed coffee. The JavaFlow system is both NSF #18 certified and UL certified, and customers have the choice of using bottled water or connecting directly to a water line. For more information, call 985-863-7792 or visit www.JavaFlow.com.

Weldon Coffee Flavorings – Expanding Distribution!!!

Weldon Flavorings teams up with the Coffee Break Company’s Lee Glassman, in East Granby, Connecticut, increasing distribution in the East Coast Area. The Coffee Break Company, CT will be distributing a full line of the unsweetened Weldon Coffee Flavorings These flavorings are completely free of sugar, artificial sweeteners, creamers, powders, and syrups, making them 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 bottle comes with a pre-measured pump that allows for quick and accurate flavoring of each cup. Ideal for office coffee service, coffee shops, drive-thrus, convenience stores, or any place coffee is served. For more information please contact Weldon Flavorings at info@WeldonFlavorings.com

Caffe' D'arte campaign features rare Alderwood Roasted Coffees

The Alderwood Roasted Coffees are roasted with real alderwood from the Pacific Northwest. It is packaged in a smartly designed retail bags, depicting a 1949 Balestra wood roaster, from Naples, Italy. These 12 ounce bags are consumer friendly, and freshness aware. Caffe' Darte' coffees are roasted in Seattle, Washington, under three generations of Italian heritage, founded in 1985. Website- www.caffedarte. com, Roasting Plant-800-999-5334

Gourmet Cocoa Company launches sugar-free line

5 Sparrows, a gourmet cocoa company based in Northwest Montana, announced the launch of their highly anticipated sugar-free product line. The new offerings include Sugar-Free Coffee House Chocolate, Sugar-Free Coffee House White Chocolate, Sugar-Free Monumental Spiced Chai, and Sugar-Free Vanilla Snow Ghost. The revolutionary line will tout the power of Stevia, a natural sweetener recognized by medical professionals for its health benefits over Splenda. Another natural ingredient used by the company is Xylitol. A naturally occurring sugar alcohol, Xylitol is a familiar sweetener in sugar-free products such as chewing gum. Xylitol is also recognized by the National Dental Assocation for its reported ability to reduce the incidence of tooth decay. Marketing research has shown customer interest in such a naturally sweetened product is high and 5 Sparrows foresees an overwhelming response to this line. Inquiries about the company and its products can be made by calling 406-755-2652 or online at www.5sparrowsbrand.com.

NAMA Coffee Show Exhibitors Automatic Merchandiser Magazine

309

John Guest USA

306

Purlogix 107

Bank of America Merchant Services

408

Keurig Incorporated

102

Rabobank International

114

Kool Tek

303

Red Diamond, Inc.

(920) 568-8333 Ft. Atkinson

www.vendingmarketwatch.com WI

(888) 317-0971 www.bankofamerica.com/merchantservices Atlanta GA

Barney and Barney, LLC (800) 321-4696 San Diego

www.barneyandbarney.com CA

Bay Valley Foods 312 (708) 409-5343 www.bayvalleyfoods.com Westchester IL

Bigelow Tea Company

104

(203) 929-2254 bigelowtea.com Parker CO

(973) 808-5600 www.johnguest.com Fairfield NJ (281) 205-7422 www.keurig.com Reading MA (877) 566-5835 Land O' Lakes

www.kooltekcoolers.com FL

Kraft Foods

(847) 646-5415 East Hanover (888) 693-5284 West Chester

400, 402

Sara Lee Foodservice

410

109, 111

(800) 565-5950 www.ricoffee.com Oakville ON (800) 682-7272 Downers Grove

Mei group

Burdette Beckman, Inc

Mersiant/Equal 105a

Shasta/Faygo/LaCroix Vending Sales

Cardagin 508

MTN Products, Inc.

412

Starbucks Coffee Company

Chester Paul Co.

512

Multi-max, LLC

210

Sugar Foods

110

(954) 983-4360 www.bbiteam.com Hollywood FL

(610) 745-1758 West Chester

www.meigroup.com PA

(312) 813-2346 www.equal.com Chicago IL

(909) 629-7301 contact@cardagin.com www.cardagin.com La Verne Charlottesville VA (323) 245-3761 www.chesterpaul.com Glendale CA

www.mtnproducts.com CA

(800) 462-2236 San Diego

www.multi-max.com CA

509

National Automatic Merchandising Association (NAMA) 510

(904) 819-9917 St. Augustine

none FL

CoffeeTalk & the Daily Dose

411

National Coffee Service and Vending

Coffee Smart

(206) 686-7378 Vashon WA

www.coffeetalk.com

513

Diversified Foods

507

Domino Foods, Inc.

201

(734) 403-1711 www.dejongduke.com Taylor MI (734) 536-7921 www.diversifiedfoods.com/ Metairie LA (480) 759-1491 www.dominofoods.com Phoenix AZ

Eco-Products 207

(303) 449-1876 www.ecoproducts.com Boulder CO

406

(800) 822-3984 www.elliscoffee.com Philadelphia PA

Everpure 108

(800) 942-1153 www.everpure.com Hanover Park IL Everpure, a leading foodservice industry supplier, has been manufacturing commercial water treatment products, solutions and services worldwide since 1933. Everpure is a division of Pentair, Inc. See our ad on page 23

Excelso Coffee & Tea

101, 103, 105

(561) 632-9755 www.NCSV.net Davie FL

Nestle Professional

de jong Duke

Ellis Coffee Co.

(312) 346-0370 www.namacoffeeservice.org Chicago IL

209

(770) 449-8140 www.excelso.com Norcross GA

Firestone Financial

314

Follett Corporation

206

(800) 851-1001 www.firestonefinancial.com Newton MA (610) 252-7301 www.follettice.com Easton PA

204

(949) 679-9829 www.nestleprofessional.com/officecoffee Irvine CA

Newco Enterprises, Inc.

211, 213

(800) 325-7867 St. Charles

www.newcocoffee.com MO

Newtech Beverage Systems Ltd.

106

(800) 459-2882 www.newtechbeverage.com Surrey BC

Omnipure Filter Co.

307

(208) 454-2597 www.omnipure.com Caldwell ID

Paramount Coffee Co.

409

(800) 968-1222 www.paramountcoffee.com Lansing MI

Peet's Coffee and Tea

308

(781) 589-7006 www.peets.com Emeryville CA

Pod Pack International, LTD.

(225) 752-1160 Baton Rouge We will be featuring our OCS Generic Private Label pod program with the added enhancement of the "One Stop Shop", which includes pod brewers, racks, etc. See our ad on page 7

208

www.podpack.com LA

(815) 297-9500 www.seagamfg.com Freeport IL

113

(304) 725-2198 www.shastabeverages.com Gainsville GA

501, 503

(800) 571-7289 www.starbucks.com/business/office-coffee Seattle WA (888) 634-7515 Walnut Creek

500

www.sugarfoods.com CA

The J.M. Smucker Company/The Folger Coffee Company 200, 202

(330) 682-3000 www.folgersofficecoffee.com Orrville OH

The Profit Experts

505

(214) 383-0500 www.profit-experts.com Allen TX

Treasure Valley Coffee, Inc.

504, 506

(208) 377-8488 www.tvcoffee.com Boise ID

Unified Strategies Group, Inc.

315

(724) 838-8977 www.usgvend.com Greensburg PA

US Roasterie

(515) 243-8805 Des Moines

205

www.usroasterie.com IA

VE Global Solutions, LLC

405

Venco Business Solutions

413

(800) 321-2511 www.veglobal.net Cleveland OH (276) 688-3346 www.vencomusic.com Bland VA

Vending Times, Inc. (516) 442-1850 Rockville Centre

Vertex Water Products

502

www.vendingtimes.com NY

404

(800) 627-2146 www.vertexwater.com Montclair CA (303) 662-7100 www.pfgc.com Centennial CO

212

(888) 658-0693 www.predictiveassets.com Bensenville IL (516) 944-5920 Port Washington

SEAGA 401

Vistar 304

Predictive Assets

Prism Visual Software

311

www.saraleefoodservice.com IL

BUNN 203

(217) 529-6601 www,bunn.com Springfield IL

215

313

www.rabobank.com NY

(205) 577-4045 www.reddiamond.com Birmingham AL

Reunion Island Coffee

www.myflavia.com PA

www.purlogix.com IL

(212) 916-7960 New York

300, 302

www.tassimopro.com NJ

MARS Drinks

(866) 787-5649 Vernon Hills

511

www.prismvs.com NY

Gavi単a Gourmet Coffee 403

(800) 428-4627 www.gavina.com Vernon CA When it comes to superb coffee and exceptional service, Gavi単a is the preferred coffee partner for retailers and entrepreneurs everywhere. Gavi単a Coffee: Grounds for Great Partnership. See our ad on page 13 & 23

Green Mountain Coffee 100

(888) 462-7999 www.greenmountaincoffee.com Waterbury VT

Holiday House Distributing / Kook Tek / Brew Tek 301 (813) 929-0909 www.hhdonline.com Land O Lakes FL

J Traders 112

(303) 662-7438 www.jtraders.com Palm Harbor FL

Javaflow, LLC 310

(985) 863-7792 www.javaflow.com Pearl River LA The patented Javaflow system offers an on-demand choice of hot or cold water, or fresh-brewed coffee, in the same footprint as a water cooler. See our ad on page 22

20 October 2011

Willis Wire

(212) 915-8888 New York

415

www.willis.com NY

Advertisers Index Company.......................................... Phone.............................. Web................................................Page...................... NAMA Booth

Bridge Brand Chocolates......................................(415) 677-9194.......................... BriteVision................................................................(877) 479-7777.......................... Café de Costa Rica...............................................+506.222.26411........................ ChefTec/Culinary Software Services, Inc..........(303) 447-3334.......................... Coffee Fest..............................................................(800) 232-0083.......................... Coffee Holding Company....................................(800) 458-2233.......................... Comfort Grip Wrap..............................................(847) 478-0184.......................... Costellini's................................................................(877) 889-1866.......................... Descafeinadores Mexicanos SA de CV.............+522.717.127.066.................... Display Cafe Ltd....................................................(888) 297-1747.......................... Ditting USA, Inc.......................................................(810) 367-7125.......................... Eagle Web Press....................................................(800) 800-7980.......................... Espresso Americano-Honduras............................+5.042.231.0711....................... Everpure..................................................................(800) 942-1153.......................... Follett Corporation................................................(610) 252-7301.......................... Fres-co System USA, Inc........................................(215) 721-4600.......................... Gaviña Gourmet Coffee......................................(800) 428-4627.......................... Gourmet Coffee Roasters....................................(866) 933-6300.......................... Grindmaster Cecilware.........................................(502) 425-4776.......................... Grounds for Health................................................(802) 241-4146.......................... Inbru.........................................................................(314) 991-1700.......................... Insight Beverages, Inc............................................(847) 847-3109.......................... International Hotel/Motel & Restaurant Show.(914) 421-3200.......................... Java Jacket.............................................................(800) 208-4128.......................... Javaflow, LLC..........................................................(985) 863-7792.......................... Knutsen Coffees, Ltd..............................................(800) 231-7764.......................... KoffeeLink...............................................................(703) 774-5436.......................... LBP Manufacturing.................................................(800) 545-6200.......................... Melitta SystemService USA, Inc..........................(847) 717-8900.......................... Monin Gourmet Flavorings...................................(800) 966-5225.......................... Orleans Coffee Exchange....................................(800) 344-7922.......................... Pacific Bag, Inc........................................................(800) 562-2247.......................... Pack Plus Converting.............................................(909) 902-9929.......................... Pod Pack International, LTD..................................(225) 752-1160.......................... Scolari Engineering S.p.A.....................................(856) 988-5533.......................... Service Ideas, Inc...................................................(800) 328-4493.......................... Smoothie Essentials Supplement-Boosts.............(415) 382-6535.......................... Stalkmarket Products (Asean Corporation).......(503) 295-4977.......................... Sunset Hill Stoneware............................................(920) 882-8732.......................... TekPakSolutions......................................................(416) 505-3839.......................... Tightpac America inc.............................................(888) 428-4448.......................... Tiki Tea.....................................................................(508) 393-7625.......................... Track the Impact.....................................................(619) 889-1997.......................... Vessel Drinkware....................................................(855) 883-7735.......................... Vita-Mix Corporation............................................(800) 437-4654.......................... Weldon Flavorings.................................................(502) 797-2937.......................... White Coffee Corp...............................................(800) 221-0140..........................

www.bridgebrandschocolate.com ................23 www.britevision.com .........................................17 www.cafedecostarica.com ..............................15 www.culinarysoftware.com ..............................20 www.coffeefest.com .........................................5 www.coffeeholding.com ...................................19 www.com fortgripwrap.com ............................20 www.costellinis.com ...........................................22 www.descamex.com .........................................21 www.innovatedproductsmfg.com ...................22 www.ditting.com ................................................22 www.eaglewebpress.com ................................13 www.espresso-americano.com ........................23 www.everpure.com ...........................................23............................................................ 108 www.follettice.com ............................................11............................................................ 206 www.fresco.com .................................................21 www.gavina.com ...............................................13, 23..................................................... 403 www.javamasters.com ......................................17 www.grindmaster.com ......................................9 www.groundsforhealth.org...............................17 www.inbru.com ..................................................22 www.insightbeverages.com .............................22 www.ihmrs.com ..................................................6 www.javajacket.com .........................................15, 23 www.javaflow.com ............................................22............................................................ 310 www.knutsencoffees.com .................................23 www.koffeelink.com ..........................................22 www.lbpmfg.com ..............................................13 www.melittasystemservice.com .......................3 www.monin.com .................................................23 www.orleanscoffee.com ...................................22 www.pacificbag.com ........................................23 www.packplus.com ............................................22 www.podpack.com ...........................................7............................................................... 208 www.scolarieng.com .........................................24 www.serviceideas.com .....................................23 www.smoothieessentials.com ...........................22 www.stalkmarketproducts.com .......................2, 23 www.shstoneware.com ......................................23 www.tekpaksolutions.com ................................14 www.tightvac.com .............................................23 www.shakeyourteas.com ..................................20 www.tracktheimpact.com .................................23 www.vesseldrinkware.com ...............................18 www.vitamix.com /thequietone.......................23 www.WeldonFlavorings.com ...........................7 www.whitecoffee.com ......................................23

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22 October 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.

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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.

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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.