April 2012 by CoffeeTalk Magazine

April 2012 Vol. XXV No. 4

www.CoffeeTalk.com

The Catastrophe of Rain on Central American Coffee page 10

This Month: 16

Kosher Coffee

Clustomer Service

On Sustainability and Social Responsibility

SCAA Advertiser Show Listings

Contents

6 8 8 10 14 16

Letters to the Editor The View From Miles & Kerri

Calendar The Catastrophe of Rain on Central American Coffee Andrea Illy announces the iper Espresso capsule for Cuisinart In Portland the Rabbi Made Coffee

16 Kosher Coffee

by Donald Schoenholt

20 22 24

Rocky Rhodes 18 Clustomer Service

Retailer Profile – Café Delirium Single Serve Technology Emulating the Traditional Italian Experience

26 On The Shoulders Of Giants – the American Coffee Experience – the Red Diamond Coffee, Tea, and Foodservice Co.

On Sustainability and Social Responsibility in the Coffee Industry

32 Ted Smithers – In Memoriam 34 SCAA Advertiser Show Listings why coffee 36 Top 10 reasons is good for you 38 42 44

26 Red Diamond Coffee

Who We are Owners

CEO/Publisher/Advertising Director Kerri Goodman-Small, ext 1 | 877.426.6410 | 206.795.4471 kerri@coffeetalk.com Editor-in-Chief Miles Small, ext 2 | 206.795.2835 miles@coffeetalk.com

Special Correspondents

by Rachel Rogers

Dan Bolton, 204.788.1359 dan@coffeetalk.com

Newsbites

Rocky Rhodes, 818.347.1378 rocky@coffeetalk.com

Coffee Fest New York City Highlights Advertiser Index

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

Feature

Rains on Central American Coffee

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 © 2012, HNCT, LLC, All Rights Reserved

4 April 2012

Letters to the Editor On Certification Reflections on Certification from the South The following excerpt is from an English translation of an interview with Santiago Paz. This interview first appeared on Progreso Network on June 21, 2011. CEPICAFE is a Peruvian Cooperative with about 8000 members. They exported about 200,000 pounds of green beans in 2011. Coffee has been, and continues to be, the leading Fair Trade product and whatever happens with coffee will mark the future of Fair Trade. And we are very concerned about what is happening currently. In the 1990s, around the world and especially in Peru, a process was undertaken to reactivate co-operatives and producer organizations. Fair Trade provided us with an advantage; it allowed us to be more competitive, and this, in turn, enabled us to develop our organizations. We have seen significant coffee sales and we have been able to diversify … with regards to the financial market and with regards to the local market. The first phase of Fair Trade was motivated by the solidarity of consumers that purchased coffee because of their social commitment. Then we moved into the second phase, which required another level of professionalism. This was an important step forward in which Fair Trade products became synonymous with quality—superior to the coffee offered by the conventional market. That is when Fair Trade became a reality. But now, FLO’s [Fair Trade Labeling Organization's] incentives and promotion is creating a vision, which only considers the importance of gaining market share. The hypothesis is that if we lower prices, and if we lower the standards, we can gain a greater share of the market. I think that this optimism and this vision that is limited to gaining additional market shares have brought us into a new phase that presents a serious threat to our organizations. On the consumer end, transnational companies are now included in Fair Trade. And for [producers] as well, there are also large companies participating. We will probably not be able to compete with these companies, so I think that now is the time to define the path. If Fair Trade continues to follow a vision exclusively tied to growth, sales and the marketplace, we believe that this is the wrong way to go. The impact and advances that have been achieved are at stake. Unfortunately, these decisions are not currently being made in the best interest of the producers; they are taking into account the interests of large companies. We propose a return to our origins and suggest that the producer organizations should be the focal point. We also think that Fair Trade in and of itself is not the end goal. We [producers] believe that in addition to operating companies that buy and sell in a professional and efficient manner and compete in the international market, we should also act as organizations. Examples [of these producer organizations] include CEPICAFE, COCLA, and ESCOBAZA. We have become protagonists and politicians; we play an important role in the economy; and we believe that Fair Trade should use its influence to impact regional decisions made by other institutions, by international aid, and by local, regional and national government. I think that this is the role that we play currently and that this is what Fair Trade should be supporting. Santiago Paz, Co-Manager of CEPICAFE in Peru

On Certifications In the early 1990’s, I was fortunate enough to work alongside local NGOs in Latin America, farmers and scientists in creating the first standard for sustainable coffee farming. The Sustainable Agriculture Network – a coalition of NGOs – manages the standard that leads to Rainforest Alliance certification. In 1994, the coalition certified the first coffee farm, in Guatemala. Since then, the program has grown dramatically. Now, more than 1.1 million hectares of farmland are certified as sustainably managed, including 400,000 farms growing a basket of crops in 35 countries. More than 3,000 businesses are participating, and hundreds of products carrying the Rainforest Alliance Certified™ seal are flourishing in the market. The program has been especially attractive to coffee farmers and companies. By following the guidelines, farmers learn to conserve natural resources, provide proper rights and benefits to workers, protect the environment, control inputs and costs, increase yields, improve quality, negotiate better prices and make nature an ally in developing a healthy, attractive, productive farm that ensures a better quality of life for them and their children. In those early days, as the certification program was getting under way, some of us made the pilgrimage from Central America to Vashon Island to meet the coffee guru Jim Stewart. He was supportive, helpful, and even enthusiastic as he was also learning firsthand about the challenges that farmers faced then. We agreed that coffee roasters and marketing companies – all companies, really – should move beyond the neo-colonialist mode of philanthropy that was common then. At the time, companies thought that they could mitigate their moral obligation to the poor people in developing countries who supplied their raw ingredients – and at the same time give themselves a nice marketing story – by building a school or drilling a well. Those of us promoting sustainability insisted that companies should move beyond projects to long-term engagement with farming communities. Stewart did this through a foundation and by buying directly from farmers. All large coffee companies and many small roasters and retailers now support their suppliers through certification programs. It is a new era. Certification programs give farmers guidance, technical assistance, access to resources, market connections, motivation, pride and incentives. The programs give companies a way to take credit for their investments in farming communities while holding them accountable. Certification forces companies to back up their claims, preventing them from taking a lifetime of credit for once having helped build a school. Chris Wille Chief of Sustainable Agriculture

The Rainforest Alliance April 2012

The View The Price of Coffee

oes anyone in the Specialty side of our business still believe that using the ICE commodity price is a legitimate method to determine a fair price for non-commercial coffee? The “C” price that has been the frame upon which we have bought coffee is so skewed toward large buyers, multi-nationals, and multi-million dollar commodity speculation firms that thinking the addition of differentials is a means of leveling the playing field for growers is akin to arming Syria insurgents with AK-47s to better prepare them for battle against tanks. Commodity pricing does one thing, and one thing only! It ensures that international trade of coffee will always be a buyer's market. The interests of growers are never a consideration in pricing predicated on the “C” as a base. The “C” is the knife held to the farmer's throat. And everyday, buyers of specialty high quality coffees that continue to use this flawed system are unwittingly assisting in making that knife sharper. It does not matter how much a grower’s cost of fuel is; it doesn't matter what the currency exchange rate is; it doesn't matter what his labor and agronomy costs are; all that matters is what a trader in a skyscraper in New York or London, who has likely never visited a farm, is ultimately willing to pay - for an electronically traded security. I understand that shredded paper makes lousy coffee so, why are they causing famine and death in distant lands for that certain aroma of greed? There was a time not so long ago when the NYBOT did work - sorta. That, of course, was before they sold out to ICE and any chucklehead with a laptop could directly determine whether a farmer receives a fair and equitable price for his labors. A surprisingly large number of them choose devastation for the farmers by driving down the “C” in order to hedge their equity portfolios. With only a few notable exceptions (thank you Susie Spindler and the 'Cup of Excellence') there are no real alternatives. How can this be? For 25 years, the SCAA has carved out a niche as the representative of small cafes and roasters working with small growers and cooperatives. Why then does the association continue to tolerate a price discovery method that is anti-competitive, and financially crippling to small businesses in the US while assuring undervalued crops and famine in countries of origin?

So, who exactly is getting rich here? We know it is not the small roasters; they are dropping like flies under the burden of wildly fluctuating coffee prices and overvalued held inventory. It is not the independent retailers; they are struggling with high coffee costs and skyrocketing operating costs relative to the big chains. We know it is not the farmers, they are being crushed under terrible labor and material costs coupled with devastating currency exchange rates leaving them barely able to feed their families. The SCAA, SCA of Europe, SCA of Japan, the ICO and others should aggressively pursue new forms of price discovery for non-commercial grade coffees. The CQI should use its key strength, and original core mission, of quality discovery and education to work toward new pricing models and exchange systems. Instead of spending millions on “Global” databases that will tell us what side of the hill a coffee was grown on, our trade associations and affiliates would better serve the members by leading the effort to open a new trading method that is equitable to small businesses in consuming countries and truly fair to farmers around the world. It is clear that this is easy to say but hard to accomplish. However, there can be no quantifiable standards of sustainability, both in supply from origin and in met demand in consuming countries, without engaging a pricing mechanism that is based on actual quality, costs of production, and costs of distribution. All of us must join to work toward rational standards of sustainability that ensure equitable and prosperous results for all members of coffee’s value chain. Some in our industry will initially have a hard time letting go of preconceived attitudes about commercialism and competitiveness. Many of us already understand the basic idea and are looking for answers. Let’s get the ball rolling, let’s organize a conference to bring together ideas and begin building the framework for international standards of sustainability based upon rational commercial purposes and goals. Cheers,

Calendar

April 19-22

US National Barista Competition - Portland, OR

Apr 30 - May 4

2012 Costa Rica Cup of Excellence Competition - Costa Rica

April 18-22

SCAA Symposium & Exhibition - Portland, OR

May 4-6

International Coffee Expo - Melbourne, Australia

April 24-28

2012 El Salvador Cup of Excellence Competition - Salvador

May 4-6

AASCA Coffee Championships - Melbourne, Australia

April 24-28

2012 Nicaragua Cup of Excellence Competition - Nicaragua

May 5-8

National Restaurant Association Show - Chicago, IL

April 25-27

NAMA OneShow - Las Vegas, NV

May 7-11

2012 Guatemala Cup of Excellence Competition - Guatemala

April 27-29

London Coffee Festival

May 10-12

Green Coffee Association 2012 Convention - Atlantic City, NJ

April 29-30

Northwest Foodservice - Seattle, WA

June 1-3

World Tea Expo - Las Vegas, NV

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The Catastrophe of Rain on Central American Coffee by Lesley Holdcroft

s it any wonder that the patron saint of coffee, Saint Drogo of France,

“Having all this in mind, we can say that any variation will have direct

could be in two places at once? Witnesses living near the fields of

influence on the weather of the Central America region. It's very easy to

Sebourg in the 1100s spoke of the astounding possibility that St. Drogo

begin having awareness of the delicate balance that's needed to avoid natural

could journey into church, alighting candles for harmony and offering up

disasters,” says Pira. Traditionally, rains trickle down in May and stay present

prayers and yet – astonishingly - others would see him at the same time on

continually through October. Already, however, some farmers wonder about

the other end of the village working the fields.

the possibility of thundering rains. Memories of very rainy years and even complete submission to 2005's Hurricane Stan distracts now and again from

Those who cultivate coffee will likely agree: the double act of prayer

the brightest optimism of the loveliest spring day. Here in America, a local

and working the fields harmonizes the dual energy of the coffee worker,

distributor told me: “Some of the stories I've heard are very, very sad. You

particularly now as we head into Central America's anticipated rainy season

can hear about the world of the coffee workers, but until you visit the farms –

next month. Our coffee farmers walk through the lush, fertile crops, which

which are often located on the sides of volcanoes - you really cannot get a feel

smell deliciously of jasmine flowers. They adjust irrigation techniques,

for how steep the terrain is. When the rains really come, landslides occur, and

protecting the coffee crops at times with covers, hiring the workers to work

I've seen the mass graves where people have died, entombed in mud.”

through the cherries and - alas - they watch and watch the sky above. Mother Nature’s touch with rain deeply affects the crops, influencing the With one hand offered in prayer and the other hand working the soil, our

lives of everyone who works with coffee, from the cherry picker to the one

coffee farmers prepare for the rains even as this issue goes to press. Coffee

carrying the cherries to the seller to the buyer and finally – whether we think

grower Juan Francesco Pira, of Guatemala shares his world: “When we see

about this or not – the consumer.

each other, we are like this: we say, 'Hi. How are you? Have a good day. I hope it is not going to rain too much.'” The concern is private as well as public.

This talk of heavy rains slows speech and pivots the imagination toward

“Every night and every morning I pray for normal rain,” he says, “every night

the past, and to a future involving challenges from working with the land to

and every morning.” As he speaks, I see the image of St. Drogo who can

supporting the local families who give to the farm as workers and receive

somehow pray with the prayers and work the fields, simultaneously, and I

income they can exchange for their food and shelter. The world of the coffee

laugh at St. Drogo’s place as the patron saint of coffee and coffee houses. To

farm workers has changed profoundly, as some regions lost their land and

imagine Central America is to imagine, in a sense, a large island. Winds and

their usual livelihood, says anthropologist Elizabeth VanDeventer.

waves come through from both the east and west, the Atlantic and the Pacific. Central America cradles seven percent of the biodiversity of the planet, a

People speak of the heavy rains, and their voices grow slower. They talk of the

feature that amplifies the concept of microclimates. Any variation in the seas

trees sliding down the hillsides, and the schools built which topple like toy

creates a direct influence on the weather and habitats of Central America.

models. The cherries can grow so wet that fungus takes over; wet conditions

With so much diversity, the rains deeply affect the terrain of Central America.

open the door to the borer beetle. If the rains come quite early or if they

In the hurricane season on the Atlantic, or in the Pacific the seasonal El Niño

saturate the crops, it can be very difficult to cultivate the specialty coffee

or La Niña creates variety and an opportunity for patience in the mind of the

farmers count on for both profit and for helping their community.

coffee farmer, who must stay committed to the practice through a variety of weather, which is near mythic.

continued on page 12 April 2012

Rain

continued from page 10

“When it really rains, I can no longer give out the work I like to give to the local people,” says Stephanie Anderson, a San Franciscian who moved to El Salvador six years ago to nurture her grandparents’ farm. She has become a part of her rural area, and speaks of the fine balance that keeps the local ecosystem going. She describes a world where a worker can work an entire day and receive $4.50 – just about the price of a very fancy specialty drink at Starbucks. Her eyes open to the way the world works now for coffee workers, and like the farm owner mentioned above, she hopes as well for the kindest weather for the workers. “There are simply not as many cherries that ripen. That can be very sad. The work I can give out which really helps the people here is no longer as available; they end up working half the amount of time and receiving half the amount of work.”

The current crop in Guatemala According to the Agro-Technical Manager of Anacafé, coffee production decreased 3% of the 3.4 million 60kg bags estimated on 2011/2012 crop. The source of the decrease? The heavy rains in 2011 that developed severe fungus problems. The technical team of Anacafé has been monitoring certain coffee areas to advise growers on how to prevent this and protect their coffee plants. According to Anacafé, the main affected areas: Yepocapa, Acatenango, Guanagazapa, Escuintla, Siquinala, Palin, San Vicente Pacaya, Amatitlan, Villa Canales, San Miguel Petapa, Fraijanes, San José Pinula, Palencia, Alotenango, Ciudad vieja, San Miguel Dueñas,

Some farms grow other crops, like avocados and mangos. Some can adjust a rainy season more easily. Still, “there are many risks that are out of a grower's

Chiquimulilla, Taxisco, Guazacapan, Nueva Santa Rosa, Cuilapa, Oratorio, Moyuta, Barberena, Pueblo Nuevo Viñas and Atescatempa.

hands that have a huge impact on viability,” says Juan Luis Barrios of Finca la Merced in Guatemala. Blanca Castro, formerly of Anacafe in Guatemala, talks of fungicides, and certain rain-protective techniques. Today is a

And yet, for some farmers, the challenge is not about the soil washing away.

beautiful day in Guatemala City. “There's no rain; just shine. No rain since

Instead, the greatest wonderment is whether they will receive enough water

February; it's crazy. There are certain showers, even in this season, every day.”

filtering through the soil quickly enough. “In areas with little vegetation, like

Every farmer studies the sun and the shade, working to manage the impact.

the internal roads made of dirt, the clay soil becomes very muddy and heavy.

Blanca recalls the rains of last year. “Last year, the heavy rains caused a lot of

You step into the mud and the next step is like you're carrying an extra couple

trouble. The bridges fell down and communication became an issue.”

of pounds on your shoes,” Barrios says.

To really understand the world of the coffee grower and how the rains

He continues, offering more of a picture of the challenges. “Heavy rainfall,

can change everything, consider the comment of one of our readers from

especially for an extended period will cause us more logistical problems

Colombia, who wrote: “The rains that are a daily havoc! The best coffee

than agricultural ones. Luckily, these are somewhat manageable and can be

cherries are dropping to the ground. I was expecting a bumper crop and now

resolved within one or two days. I did however have to make a substantial

I am seeing a real negative impact from the rain.” He speaks of trade winds

expense this year to repair a lot of the damage done to our internal roads

coming from the East. “It feels like September or October. If this keeps on,

over the past three rainy seasons. Although the rainfall was within the yearly

we will have a dry period. Right now, we are exporting coffee to Colombia for

average limits, the pattern of rainfall was not; we got periods of little rainfall

local consumption because there is so little rain.”

and others of very heavy rainfall.”

While there are many impressions of the weather, one thing remains constant:

Farmers also watch for rainfall pattern. “The more pattern you have, the

the weather affects every aspect of life for the coffee farmer. Stephanie

better for the plant. In Guatemala, the rainy season is typically from May

Anderson of El Salvador describes the heartbreak of this years' St. Valentine's

15 to October 15. However, for some of the coffee growers along the south

Day rain. “I went outside after that day and looked at the coffee crops and

whose farms are on the Pacific side of the slopes, they will have a much more

the flowers had opened and bloomed. Oh!” An early rain can end up altering

extended rainfall. A similar case is found with coffee growers in the northeast,

the coffee cherries and the expected rhythm of the coffee workers.

where they have the Caribbean influence.

While

conducting interviews for this piece, I began an email correspondence with Juan Luis Barrios of Finca La Merced in Guatemala. A brief study of his life as

Some of the rain falls on the dry side. This is in the middle of the country. So

a coffee farmer gives great insight into the challenges facing the growers.

to ensure the proper growth of fruit from the flowers, proper rainfall patterns become vital, particularly just after blooming.” Reflecting in a way that

He told me: “Many farmers employ terracing techniques, such as wind-

perhaps speaks for many,” Barrios says: “I don't mean to cast a dark shadow

breaker trees, to try to minimize the effects of heavy rains because of where

on coffee farming, but there are many risks that are out of a grower's hands

they are located. Some farmers have stopped using herbicides to kill off all of

that have a huge impact on viability. And despite all this, a coffee farmer is

the weeds, but rather allow some to stay in order to help stop the soil from

one of the most passionate people around. There is an emotional tie to the

eroding. Each farmer tries to break the run-off as much as possible, to still

practice. There's just something about watching the farm evolve, seeing your

make available the rich topsoil.”

harvests go up and down, going bonkers trying to 'understand' the coffee C contract market – among many other things – that keeps us at it year in and year out.”

12 April 2012

Andrea Illy announces the iper Espresso capsule for Cuisinart by Miles Small

o brand in

these pods were the first to provide the convenience of self contained pods

coffee is as

and “de-complicate” the pre-brewing preparation concerns from the con-

iconic as illy

sumers quality equation. With this new product, available for the Francis,

Caffè. The name not only

Francis platform – the proprietary consumer espresso system of illy Caffè, illy

represents a benchmark of

introduces a capsule that fundamentally changes the method of preparation.

quality, but also evokes the

“The traditional method of preparing espresso is by percolation, our new pro-

memory of the very arbiter

prietary capsule produces an infusion at high pressure followed by an emul-

of quality – Dr. Ernesto Illy.

sion. The result is a smoother and more pleasing experience to the consumer.

Dr. Illy literally wrote the

This new capsule is being prepared for a machine produced by Cuisinart and

book on espresso and serves

will be available in the Spring 2013,” said Illy.

today as the embodiment of the continuous pursuit of

Illy continues, “Quality in single serve is dependent on the quality of the

perfect coffee. Dr. Illy has passed, but his son, Andrea Illy now captains illy

machine and the quality of the raw materials used in the capsule. The single

Caffè, the flagship of Grupo Illy.

serve products introduced by illy have been designed over four years and multiple iterations, ensures that illy is able to concentrate and focus on pro-

One of the beautiful things about illy is that it is so multigenerational and

duction of the capsules to provide a constantly improving process of quality.”

rooted in quality. As the third generation of Illys to helm the company, Andrea Illy affirms that the primary purpose of illy is to reinforce and

“The single serve market for portioned systems,” as described by Illy, “is

improve excellence in quality. This spans all aspects of the company’s opera-

growing, particularly in the US market in filtered coffee (Keurig). It is cur-

tion including logistics, interaction with growers, the culture of coffee, the

rently 8% and the expectation is for 15% by 2015, creating a situation where

impact on the environment, and of course the handling of the coffee itself.

more and more consumers are preferring portion coffee over traditional

“Quality is simple, illy will strive for the best coffee in world, the hard part is

brewed coffee. Increasing convenience, variety, and presents the oppor-

achieving it. We are still working toward it, my job is not to judge if we have

tunity for the consumers to make a choice dependent on their own taste

succeeded or not, my job is to ensure that there is a total focus on continuing

requirements.”

improvement.” The company is also adding to their product lines beyond the classic “illy “As part of this commitment,” says Mr. Illy, “illy Caffè has formed the

Blend” that is the keystone of the company. It has been recently decided that

University of Coffee, which is dealing with the very broad coffee culture

illy will offer the individual elements of the illy blend as “monoarabicas” –

including multicultural experiences, cuisine professionals, coffee profes-

single origin coffees. “This will deliver a more experiential moment for our

sionals and consumers, as well as coffee growers and associates. The scope

consumers. The first three coffees that will be offered from the nine elements

of the course work ranges from half a day for enthusiastic consumers up to a

of the iconic illy blend are Brazilian, Guatemalan, and Ethiopian,” said Illy.

master degree of coffee science lasting nine months.” An important and necessary part of this commitment is the essential importance played by the experience of coffee and culture. Illy views an emphasis on art, music, and culture as important to the establishment of quality as laser spectrometers. The cultural experience of illy coffee transcends the beverage itself. Andrea announced at the National Coffee Association the release of a new product group that focuses on Single Serving espresso for consumers. Illy however is no stranger to the single serve segment. Illy was one of the first

companies to enter the single serve market with its EZPods. Sealed in foil,

April 2012

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In Portland the Rabbi Made Coffee by Donald N. Schoenholt

he Bible has no coffee reference, suggesting that the beverage was unknown in the Holy Land in the age of its writing. There is no mention of coffee in the Quran. Yet, the stories of the birth of coffee is bound-up with stories of Islamic lands from The Arabian Peninsula North and East along the Mediterranean shore to present day Iran, and West across the Red Sea, through Ethiopia, and North to Egypt. We understand that coffee was accepted by Islam, and blessed by the Pope. Of the three great religions of the West, Judaism is believed by many to have among the most interesting and intriguing dietary laws. The truth is that the laws are simple, it is the Jewish people’s study, and application of them to different foods and ingredients, preparation methods and serving utensils that makes them a fascination. The words “Kosher’ and “Kashrut” comes from the Hebrew Kaf-Shin-Reish, meaning fit, proper or correct. Kashrut describes the standards. Kosher is the word applied to foods that meets the standards. Rabbis (teachers) supervise the production of foods that are to be sold or served as Kosher to maintain the standards. Blessing food cannot make it Kosher; it either is or is not Kosher based on the laws of Kashrut as supervised by the Rabbi. The Torah, the first five books of the Hebrew Bible are the source of the Kosher laws. The Torah does not tell us the reason for the rules. Some believe that observance to the laws confirm obedience to God. Others have tried to find reasonable explanations for the laws. With the exception of grape products, which are a special case with special guidelines, all fruits and vegetables are Kosher, so by nature coffee is Kosher. Because some insects, and their larvae may not be kosher, unroasted coffee should be inspected to insure that it is insect free. Coffee is by its nature, natural, as is a tomato, or an apple. Green coffee processing, whether by wet or dry method, adds no ingredients to coffee and so does not affect its Kosherness. Roasting, the simple application of heat, is not a bar to its natural state and does not effect coffee’s kosher status. Though, in certain municipalities, as New York, when a water quench is used to arrest roast development, Rabbi’s suggest that a water filtration device be installed on the incoming water line to prevent Kashrut forbidden microscopic crustaceans called copepods (sometimes introduced to municipal drinking water as a control against mosquito larve) from being sprayed on the coffee in the watering cycle. This precaution would also apply to servers of beverage coffee who should take the precaution to filter the water with which they brew coffee.

The Kashrut of coffee begins to be less straight forward when we talk about decaffeinated coffee. Most decaffeinated coffee is produced outside North America. Methylene Chloride is the most used chemical for decaffeinating coffee, and is accepted by Rabbinical organizations as MC is manufactured in the laboratory, and several producers of MC decaffeinated coffee have their facilities certified for the production of Kosher goods. The Swiss Water® process is certified Kosher. Other Natural Process decaffeinated coffees may use a water process (other than the Swiss Water® process) Ethyl Acetate, or Carbon Dioxide (CO2). These naturally occuring ingredients may be used in facilities, and certified Kosher by a Rabbinic organization. Ethyl Acetate production may cause an issue at Passover time, when a different and stricter set of guidelines prevail in the Kosher world, as EA (a blending of ethanol and acetic acid) may be derived from grain, which may not be used during the time of Passover, and the use of grain in the manufacturing facility during the rest of the year may create systemic cleaning issues for the operator in preparing his facility for Passover. Roasters that prepare Kosher for Passover coffee often choose not to use EA decaffeinated coffee for use in their businesses at any time. In the preparation and service of beverage coffee, there are some additional caveats. Some styrofoam cups are made with non-kosher zinc stearate. So, besides for the environmental, lop-fee, and taste reasons that we understand as coffee people, it is best to avoid Styrofoam cups if you are making a point of serving Kosher Coffee. If you are thinking of operating a Kosher foodservice facility it is best that you bring in Rabbinic supervision when your business is in the planning stages as a Kosher build-out is infinitely less costly for an operator than a Kosher refit. There are many Rabbinic organizations whose hechsher (Kosher Certification marking) assures the buyer that goods are certified Kosher. Among the most recognized are

O-U of the Union of Orthodox Rabbis

Star-K Kosher www.star-k.org

the O-K www.ok.org

Grinding has no effect on the Kosher status of coffee.

The CRC (Chicago Rabinical Council) www.crcweb.org

Aromatizing, coloring, and agglomerating agents that may be added to coffee in the processing of Instant Coffee must also meet Kosher standards for the end product to be certified as Kosher.

Kof-K, Teaneck NJ, www.kof-k.org

Triangle-K www.trianglek.org,

Coffees can be flavored by blending into them natural ingredients that also come from plants, with nothing else added to them, as vanilla beans, and cinnamon. Using pre-blended flavoring powder compounds or liquid flavoring ingredients is fine provided that the flavorings have been manufactured under Rabbinical supervision to Kosher food standards. Several manufacturers specialize in making Kosher Certified flavorings for the coffee trade including Allen Flavors www.allenflavors.com, Beck Flavors www.beckflavors.net, Flavor Dynamics www.flavours.com and Flavor & Fragrance Specialties www. ffs.com.

monin-usa.com, Routin America Inc www.routin-america.com, and R.Torre & Co. manufacture syrups that have Kosher certification.

Several food ingredient companies make products for flavoring a portion of brewed coffee. Corim Industries www.corimindustries.com makes Kosher individual flavoring powders for foodservice. Several Syrup manufacturers including DaVinci Gourmet davincigourmet@kerry.com, Monin www.

There is one thing about Kashrut and coffee that that I have found curious in recent years, and that is the cachet of the Kosher mark on goods. Americans have come to ask if gourmet/specialty foods are Kosher as much because Kosher certification is perceived by consumers as a mark of generally high quality as for its religious value to a few consumers. SCAA and Roasters Guild Past President, Donald Schoenholt, is also a Past President of Little Neck Jewish Center, Little Neck New York. He can be found round the roaster at Gillies Coffee Co., the nation oldest roaster, www.gilliescoffee.com April 2012

Clustomer Service by Ron DeMiglio

o, that is not a typo. Think of a “Clustomer” as a target market you have identified in close proximity to your business. The “Clustomer” is a cluster of customers that has a common point of origin or is connected by a shared cause or interest. Examples of this would be car buyers who shop at a local dealership or members of a church congregation nearby. But very often, it is not so obvious and it will take some detective work on your part to find your own “clustomers.” One reason that the Clustomer is not always easy to locate is that they vary depending on the shop location, the surrounding business terrain, and the immediate demographics. Locating this elusive beast and taking it captive can provide new revenue streams otherwise missed by many coffee shop owners. The hunt and capture of the Clustomer should be an ongoing part of your marketing efforts. As a coffee shop, widening the area that you draw customers from should be an important part of what you do. It should never be done at the expense of being locally relevant in service and quality, but it should be a first tier augmentation to your core business model. Let’s look at a few examples and then touch on how to find your own unique population of Clustomers.

Common Point of Origin

A new car dealership is the type of business that attracts a lot of customers. Shopping for a car and going for a test drive can be much more than a simple and uneventful drive around the block. Action Item: Make an agreement with dealerships that are within a few miles of your shop. Sell them slightly discounted drink coupons in bulk that they can give to people taking test drives. The customer and the salesperson drive to your shop, have a nice latte or mocha, and then go back to the dealership. The dealership looks good for very little money and you just exposed one more person to your product. Real estate offices and mortgage companies do better when their customers are at ease. Buyers need to believe in their agent or broker and that they can help them in the process of finding and buying one of the most important and personal investments they will ever make. Nothing screams relationship and comfortable communication quite like sharing a cup of coffee. Action Item: Get to know the agents and brokers. Make sure they know that when they bring a client in, the service and attention to detail will reflect well on their company. Small colleges and specialized schools often do not have many of the internal amenities most big campuses enjoy. Even if there is a cafeteria, the coffee is often less than appealing.

Shared Cause or Interest

School fundraisers are a little tricky and are not, generally, ongoing. But if a clean and efficient program is developed, they can be an effective conduit for increased visibility and revenue. No matter how seasonal the fundraiser is, if your coffee shop can capture even 10% of those new faces, the impact on your business will be tangible. Churches come in all sizes but the needs remain the same no matter how big or small. The youth pastors and mission pastor are always looking for ways to augment their budgets.

Action Item: Put an electronic code on your cash register that correlates to each church. When any member of a specific church comes to your business, you ring it up under their code. At the end of each month, you donate 10% of the total sales to each delegated youth or mission fund. Let the church staff promote the program. You are not asking anyone to buy something they are not already buying. You are merely asking them to purchase it from you instead of where they do now. Chess Clubs and Book Clubs meet surprisingly often and might just love a regular place to meet and discuss defensive strategies or banter about how glorious the world would be if Jane Austen had never written any books. (Male bias, sorry.) City Councils and civil servants have frequent meetings or gatherings. They may well be looking for a new place to hang out while they squander our tax dollars.

Your Unique Clustomers

Imagine looking at your coffee shop location from an airplane. What you see is a bigger picture of your business as well as the surrounding area. You see more than just the street you are on – you see a large community. Ask yourself, are there pockets of service-oriented businesses nearby? Are you in close proximity to a high-tech zone? Are you in a bedroom community? What is the median income of the people surrounding your shop? The answer to these questions will help you in defining a typical customer profile and recognizing your own unique Clustomers. Drive-by and walk-by counts are fine, but if the people driving and walking by are not compatible with the atmosphere and services you are providing, they will simply keep driving and walking. Assess the innate strengths and weaknesses of your location, and be brutally honest about it. You cannot make effective decisions about how to gain market share until you have an accurate understanding of who is in your immediate area. Once you have that understanding, you can more effectively craft marketing and service plans that will make sense to your own potential Clustomers. Ron DeMiglio is an unreformed entrepreneur and generally great guy who is President of Ekobrew, manufacturers of reusable cartridges for the K-Cup Brewing system. You can reach him at ron@ekobrew.com.

Action Item: Provide a student discount program. By gearing a portion of your space that is conducive to studying, you will attract a demographic that otherwise may not have considered your business. One of the early uses for coffee was to help Catholic Monks stay alert so they could pray and study longer. What worked then is no less applicable today. Actively promote your shop as an ideal place to hold a corporate board meeting or a company staff meeting. Make it real easy on them and bill the company monthly. Remember, expense accounts are your friend.

18 April 2012

www.cafedecostarica.com

8 COFFEE REGIONS Central Valley, Tres Ríos, Turrialba, Brunca, Guanacaste, Tarrazú, Orosi, West Valley.

Why Should Someone Go To the SCAA ‘The Event’? by Rocky Rhodes

photo: Trish Rothgeb

o some people, the answer to the question about this annual pilgrimage is easy: “I have always gone and always will.” While this is noble and loyal to SCAA, is it a thought out strategic decision or just an afterthought? Business school 101 would suggest that you should have an actual REASON to be in Portland this year. This article will help you not only to make that strategic decision, but also give you a guide to get the most value out of the trip.

Why go? Who pays? What’s the business proposition?

In order to answer these questions, it helps to look at who actually goes to the event. There are VENDORS, CONSUMERS, and COMPETITION PARTICIPANTS. Let’s answer the question for each group: VENDORS, it can be assumed, have something to sell and think they will be in front of many potential buyers. The business shells out a ton of dough to send a team of people, a fancy show booth, and pay for a slot fee on the convention floor. (And the extortion money of the union convention workers, but that is a whole other article!) The weekend can quickly run the average vendor over $10,000, which their company grudgingly pays. This is a huge expense with the risk that no one will show up and no sales will result. In that case, it is just a company perk/boondoggle that a couple of employees can use as an expensed mini-vacation. However, with the SCAA event people do come, lots of people, so the risk is lowered. There are two types of outcomes for the vendor. The first and obvious one, is immediate sales as well as a full pipeline of opportunities. If sales from the show surpass the cost of the event added to the goods sold, it was a massive success! The second is something more ethereal called ‘branding’. Some would argue that branding is just an excuse from the marketing department as to why there were no sales generated: “It was ‘BRANDING’ sir! Now when people browse the grocery aisle and they need a portafilter screen brush they will think of our company and product first! We will never know how much money was actually generated from this branding, sir and that is why our team is needed to translate data collection into success numbers for the branding program.” OK. So that is a bit tongue-in-cheek but it can happen that sales are not generated and other metrics are used to justify the cost of participation. Branding and messaging are in fact desired outcomes and a convention like this one targets a specific audience with high impact. CONSUMERS are those folks that come to get information from the convention participants. Unless they are local to the convention site, there is also an impressive expense to attending. There is airfare, hotel, show pass, and time away from the business to consider. It is easy to rack up $1500 pretty quickly. The company they work for often pays this for, but just as often it is the small business owner that is making the trip and removing themselves from the business for four days. The reasons consumers attend are varied but come down to two groupings: To LEARN something or to BUY something. Both reasons lead to the desired outcome of MAKE A BETTER BUSINESS and therefore MAKE MORE MONEY. This convention caters to both groupings extremely well.

If you attend to learn something, you can plan your learning early. Later in this article, you will see some planning questions to help get the most learning possible. There are several exemplary classes that are put on by volunteers from the coffee community (including the author of this article). Some are presenting the SCAA class materials and some are conducting lectures to inform and stimulate

conversation. They are also identified by their intended audience such as roaster, barista, grower etc. Now you can focus on the classes and lectures that will have the most impact on yourself and your company. If you intend to buy something, you can find all of the vendors that make or grow the thing you want to buy and you can talk to all of them in one weekend before making the final buying decision. A piece of advice for this consumer; the vendors appreciate knowing that you are a serious buyer and that you are shopping around. This allows them to focus immediate attention on you rather than just getting info to follow up later. COMPETITION PARTICIPANTS are often also VENDORS or CONSUMERS that have chosen to show their skills at the espresso machine, roaster or somewhere else. There is glory in victory that surpasses the cost of attending. There is an unlimited amount you can learn from your peers by being a contestant, even if you are great at what you do. If you think you are ‘all that’ but cannot afford to go, find a sponsor and show everyone what you know. But also use the opportunity to expand your knowledge in other areas of coffee.

How to get the most out of your conference

No matter what your status going in, you must have a plan for the trip or it is just a bunch of noise and a waste of time and money. Here is the strategy that can be used to help facilitate your time at this or any trade show. Answer the following questions thoroughly: 1) What are my metrics for a successful conference? What would make it worth attending? a. Number of sales / prospects? b. Items learned? c. Purchases made? 2) What do I want to learn? a. Can I get that in a class? Which ones? b. Who is exhibiting that might have that knowledge? 3) What MUST I make a buying decision on while there? a. Which vendors have what I am looking for? b. What do I need to ask each one? 4) What are some items I am CURIOUS about but don’t NEED to buy? a. Which vendors should I visit? Now it is time to structure your timeline and action plan. First: Sign up for all of the lectures, classes and competitions you need, to learn what you need to learn. Second: Build a spreadsheet of the times available from Friday-Sunday. Plug in the class / lecture / competition times and do not overbook. Third: List the MUST vendors and the CURIOUS vendors and find their booth numbers. Make a map and a visitation plan so you get the information and purchases you need. Fourth: Schedule time each night to review the day, enter business card contacts into your organizer that you want to remember. Review the next day’s plan so if you need to change it you do not do it on the fly and miss getting something done. Lastly: Leave your mind open to finding at least five “AHA’s” and write them down when you find them. They could be a new product, new potential business opportunities, or just something you learned that forced you to unlearn something else. (Like fire is a good roaster cleaner although it is not a suggested technique, which was learned at the first SCAA attended by the author.) See you in Portland! Rocky can be reached at rocky@INTLcoffeeConsulting.com April 2012

SCAA April 20-22 Portland, OR #6083

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Retailer Profile: Get Delirious by Maxim Vershinin Cafe Delirium 308 N. Main Ave. Gresham, OR 97030 www.cafedelirium.net cafedelirium1@gmail.com

an it's good to be back in the Northwest, a crazy place where independent bicycle lanes take up most of the highway space, cars run on saturated fat imported from Southern BBQ restaurants, and preschoolers prefer coffee mugs to juiceboxes. Today, we are right outside of Portland in Gresham, a city that is powered by about 100,000 people and its major coffee shop - Cafe Delirium, which provides nourishment to the neighborhood's delirious coffeeholics. Located in a historic downtown Gresham, this shop offers excellent customer care and coffee quality standards that have been generating some buzz for a while now, and you know that we profile these kind of places. Enjoy my conversation with Delirium's owner Cody Clark: V. What up Cody! Let's start from the basics, how did you get into coffee business? C. I just had a passion for coffee. Loved it and have been drinking it since high school. The whole atmosphere of coffee shops always enchanted me. Before I opened up a coffee shop, I helped my friend to open a pizza place, so that is how I got my “starting a business” experience. Then I thought: “I'd love running my own business, what could I do?” I also loved coffee, so it was an easy fit. First I opened up a little tiny coffee shop inside a movie theater and then Cafe Delirium went for sale by a previous owner 9 years ago, and I purchased it.

V. I know that Cafe Delirium was a disaster before you bought it. What are some of the challenges that you've had after acquiring a coffee shop business and what would you do differently if you were to do it today? C. It hurts to say this, but my biggest challenges were the employees. I took over a place that was failing, and I kept all of the employees that were already here, but none of them took the business seriously. They didn't seem to care about anything, and they would be training new people and teaching them the bad habits, so it took many years to get these bad habits broken and to put the right people in here. I have had new employees for the past 5 years, and this is the main reason why we are so successful right now. If I was to do it again, I would definitely take every employee that worked here previously and reinterview him because by keeping them all here in the first place I set myself back a couple of years. V. So what is your algorithm for choosing the right employees now? C. I am very picky when it comes to hiring because you are pretty much bringing someone to your family. Personality is really important. You can teach somebody how to make drinks, but you cannot always teach personality. They need to be able to work with others and communicate with customers. Somebody who is positive, upbeat, and can handle a fast pace at the same time fits my standards. Also, we don't let new employees make drinks until after the first month they are here. I teach them everything else first, and then during the closing hours I let them touch the machine. I believe that one cannot be rushed or stressed when making coffee. V. What would you say is your most powerful marketing tool? C. You know, I think we really excelled on word of mouth. My biggest thing is training employees

V. So you bought the place 9 years ago, how did the coffee scene develop in Gresham over this time? C. I think this was like the 4th or 5th coffee shop in Gresham at the time, and now I would say there are twenty. It has really grown. It is weird though; more coffee shops open, but they aren't hurting my business. More and more people out there are drinking coffee, and this keeps us growing and keeps us staying fresh. I always make sure that our employees are really well trained and prepared to give our customers the best service that we can because of all the competition out there.

22 April 2012

on customer care, and giving every customer a really good experience, so we have grown tremendously just by people bringing new friends and family. We also have almost 2000 fans on Facebook, where we send out specials or whatever it is that we need to advertise. I feel that it is very important to reward current customers. V. I am curious: Have you been noticing if a younger customer base is getting more and more interested in coffee? C. Oh, yes! Absolutely! Especially over the last 5 to 6 years. We are seeing more and more high school and college students hanging out at our place. Since I took over the cafe 9 years ago, I have watched many of my young customers grow up. They went to high school, later to college, and got married afterwards - I watched this town grow right before my eyes. This is what we are about here: we allow people to relax and socialize as life goes by. V. What do you think really sets you apart from all other shops out there? C. It is definitely the warm welcoming environment that we provide and our commitment to personal touch in customer service. We are the largest coffee shop here in terms of seating, plus customers feel very comfortable with the way they are treated as soon as they come in. I preach to my employees to memorize customers' details such as names, jobs, and favorite drinks, and it's amazing how many customers don't expect that or are a little shocked at first. We have met a lot of great friends just by doing that. The customers become part of the great family that we already are, and this is what I feel really sets us apart.

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Single Serve Technology Emulating the Traditional Italian Experience by Miles Small

ecently, TuTTO Espresso, a manufacturer of espresso brewing technology announced that Café Coffee Day, the largest coffee chain in India entered into an agreement to incorporate the TuTTO MaxEx single serve espresso brewing system into their customers’ coffee experience through a product named “Coffee Day Wakecup.” Intrigued by this, we arranged to Skype interview with Luca Majer, CEO/Managing Director of TuTTO Espresso, and discuss his product and the distinctions between it and other single serve platforms. TuTTO Espresso is based in Origgio, Italy (near Como and Milano) and was founded in 1983. Developing new brewing methods, RFID-based vending technologies and the optimization of the drinks' process have become TuTTOespresso's focus. Since 2001 the company has filed for over 130 patents and believes that it is one of the most innovative companies in these fields globally. The MaxEx, and the associated technology is a major step forward in single serve espresso preparation using a capsule. According to Majer, “the patented capsule product is unique from the Nespresso product and the Keurig. Our product was first developed in 1983 and is more like the Lavazza Espresso Point, which was originally developed by Unoper. For us, it is easy to differentiate from these other products. It is a question of hydraulics; the Keurig capsule uses low pressure as the capsule is pierced on both the top and the bottom allowing water to flow through under low pressure; the Nespresso product uses a different technology from ours as well.” The difference is in the development of a pre-infusion of the coffee with a tamped coffee “puck” in the cartridge that duplicates the barista experience in the preparation of a high quality espresso. “With the development of technologies that are emerging on the market, many of the important elements of a fine espresso are disappearing. These products are often catering to a specific clientele that is not as aware of, or care for, the pungent, complex, and aromatic taste of a fine espresso,” says Majer. “One element that is prevalent is

a faster flow rate, often as little as 10 seconds for an espresso, that goes against the standards of Professor Illy of one milliliter per second (28 ml for one ounce). Not including these important standards produces a result that is less satisfactory”. In Mr. Majer’s personal writing, he talks about the loss of the “Espresso Italiano” experience in Europe – the emergence of consumer products in Europe that place convenience and speed over quality. “If you look closely at the development of recent products, you see that one by one, the ‘Golden Rules’ we studied as the cornerstones of espresso making are being destroyed by this ongoing process of coffee brewing innovation.” Some capsules, with five gram of coffee loosely packed in the capsule with a flow-through rate of four milliliters per second, produces a product that is significantly different from an espresso produced using classical methods. “This leads to a slightly different drink from what you would find in some of those beautiful little roasters you find in Seattle,” continued Majer. “That is why in our capsule, we use a more traditional approach (to preparation),” Majer continues. The TuTTO Espresso capsule develops a very high pressure head, up to 15 bars to a tamped coffee dose in the capsule. The bottom of the capsule is sealed with “petals” that “unfold” under the increased pressure delivering a properly brewed espresso to the cup. In the future, Mr. Majer sees a global revolution in coffee unfolding because of changes in preparation and appreciation in America. New products and methods will emerge that produce coffees in a much different way. Taste profile, preparation methods, and presentations will look very different from today. Much of these changes are a result of innovations also inspired by the Pacific coast coffee community. Europe is learning from the American experience to develop a greater appreciation in consumers of the culture of coffee as a fresh and lively experience.

24 April 2012

On The Shoulders Of Giants – the American Coffee Experience by Miles Small “Those who cannot remember the past are condemned to repeat it.”

– George Santayana; Life of Reason

ong before there were Barista Championships, long before the Third Wave, long before small roasteries became ‘boutiques’ there was coffee, and the men and women who led our industry to where it is today. Many of the trendy current innovations were actually first developed before many of today’s trend leaders were born. It is a classic mistake to think that the past has no relevancy to the future.

CoffeeTalk is initiating a new print and video documentary series entitled “On the Shoulders of Giants – the American Coffee Experience” Watch for this series to come on-line in the next few months. Our first entry is…

The Red Diamond Coffee Company Located in Moody, Alabama about 20 miles outside of Birmingham sets the Red Diamond Coffee, Tea, and Foodservice Company led by William Bowron, Jr., Chairman and CEO. Founded in 1906 by Bowron’s GreatGrandfather, the company has grown and innovated into one of the largest family-owned coffee companies in the United States. Here are some of Mr.

On the commoditization of coffee…

Bowron’s comments.

“In the ‘50’s, in the grocery stores particularly, coffee became a commodity driven industry. If a person were buying a whole cart of groceries, the market would give you a pound of coffee free. So, we trained our consumer that coffee was a commodity to be given away. That coffee was not the beverage that it truly is which is one thoughtfully put together by a blender that knows how to blend it; that really treats it as the wonderful beverage that it is. And so, when you ignore all of that, like they did in the ‘50’s, it just took the heart out of the industry. Now if you look at Starbucks and where they are, I think that they have brought depth back into the industry. And so, now, the value of coffee has risen because of their approach. For those of us in the retail market or institutional market, that has had great benefits.”

How Red Diamond Began…

Red Diamond’s philosophy…

“My great grandfather came from Virginia because Birmingham was a growing industrial center in the Deep South. He moved here and started Donovan Provision Company in 1906. He was selling bread, butter, and eggs. And he was also roasting coffee. He looked for a name for his coffee and he came up with Red Diamond, which is the rarest jewel that you can find in the world, and so he named his brand of coffee Red Diamond. The coffee did so well that several years later he discontinued selling provisions and simply became a coffee roaster. We added tea years later and then in full circle, we brought back the food service distribution side in the late ‘70’s. So, it’s kind of funny, this company tends to double back and we stayed true to our missions. But, if we drop something now, there is no telling when we might take advantage of it later.”

“Our approach is to make the finest products we can possibly make and produce them so that they are fresh on delivery with a higher level of service than is available throughout the industry, at a fair price. We pretty much have been loyal to that approach through 106 years. For each one of us, we were all small roasters at one point. So, we started in Alabama but Alabama has never been known to be an incredibly wealthy state, you know, and so you had to adjust to that. It just so happens that that is a great way to go to the market with a high profile product. And so, our value added approach of the add-in service and giving it to them at a fair price; is a pretty good deal.”

“Back then, all coffee roasters were local, and because you were roasting, you had to package it in paper bags which didn’t keep it fresh or you had to package it in steel cans or glass jars. We did all three. At one point, there were four roasters in the city of Birmingham. We have seen all of these mini roasters pop up for the coffee shops. Some people see that as a competition. I just see that as an expansion of our market, you know. And I loved it; I think it is great for the industry. I think that the more people that talk about coffee, the more people that are drinking coffee. It gives you an opportunity, if you stay positioned, to take advantage of that growth.”

“We have grown and we’re now in about forty-four states, with different levels and layers of products. And it has been rewarding to see the growth that we have. Since we

continued on page 28 April 2012

Red Diamond

continued from page 26

have been in this facility, our case count is improving about 25 percent a year. So, if I can double this company in every four years, we will be doing very well.”

On Innovation… “The coffee industry, just like the wine industry, has matured greatly in the last twenty years. We have become more sophisticated at what we do and we are all very careful about what we do. Being able to be privately held has its advantages – no one standing there looking at you about which return was that quarter versus the next quarter. You get a little longer return and that is not a bad thing. You know, we certainly had to do that when we moved out here.” “A big step was investing in our Scolari Roaster. We have a great relationship with Dario Scolari. When we decided that we were going to move here, we had to decide what we would do about a roaster. So, we interviewed a number of different roasting companies, we flew to Italy, and I spent two and a half days riding around with Dario Scolari. I fell in love with his approach. I love what he did in terms of how he crafted his coffee. I love how he handles the coffee from the moment it arrives in the plant; that he gives it what he calls pharmaceutical accuracy. And so, he has given us a great leg up. He has been a great partner, he is always available. So, we have been thrilled with having Scolari as a partner here. I am completely confident we made the correct decision.” “When you’re in the presence of people who are really great at what they do, every thing becomes simplified. You know because they have such a logical approach to it as you follow it through the discussion. One set builds to the next because that is the way they created the system. So, when you look at the fact that we were able to open this plant on time and under budget, that includes the buildings, that is really something. But to be able to get all the roasting for not only the coffee but also the tea production as well, shows you how effective their system is. And shows you the reason that he’s done so well. You know Starbucks was the first to use his technology in the United States, and then Café Rostello’s, as well as Caribou Coffee, and then Green Mountain has a plant in Knoxville. But, we are still the only plant in United States that does both coffee and tea using his technology.”

On Quality and the pricing of coffee… “We still are susceptible to the sudden freeze in Brazil or you’re susceptible to a dock strike that stops supply for a short period of time. And that affects the future’s market, but the problem right now is that the futures market is not been driven by the industry. It has not been driven by the physical nature of the industry. It is being driven by the value of the dollar. It is not just the futures market; it is bread and the coffee that you are buying that are directly attributed to the weakness of the dollar. Although right now, the market has dropped some, I expect that as soon as they figure out what they are doing with the Euro, I think that this market’s going to go back up. For our company, we have done everything we can to buy the loads, and we have done everything we can to continue to maintain the good quality we started out with. You know, I would rather lose a little money and keep the quality than go the other way. We have always been known for our consistence in the cup and that is where we want to stay. And so, we have to make sure that we do the best we can now. We do raise the prices; we do also lower our prices although some clients claim they do not remember that as well, because we want to stay competitive in the market. We are trying to watch and trying to explain it to our customers. Now, we had to add in an added dimension of frustration in a relationship that does not need the habit. We do the best we can and we are like everybody else, everybody watches everybody’s price, everybody does the best they can. I would imagine it would be very difficult for the smaller guy who does not have a lot of room to store his coffee, does not have a lot of capital to purchase in advance.” “You know, I think those things are really tough on the smaller guy. We are seeing some of these houses going out. For us it is difficult because we have contracts and we have to change what we are working with in the end. And you do not really want to jerk those prices around too long. So, it makes it an interesting day. I do all the buying of coffee and tea for this company. If it does not come out of this desk correctly then the rest of the stuff that we do does not matter. It is my responsibility to make sure we get it at the correct cost and get it at the correct quality. I handle that daily. What I find is that that is the biggest source of frustration. I know someone is talking about the fact they can get coffee when they go to Brazil. Well, that is fine. But when you imported into the United States with U.S. dollars you have a different problem.” “We do not put Robusta in our Red Diamond, you know. All our coffees in the Red Diamond brand are Arabicas from Central America and Colombia. We have other lines that people want for private label to sell to people across the country. That is the flavor profile that they want, particularly if you get up into the upper Midwest, they like a little tartness to it. And that’s fine, we’ll do that. But in the Deep South, we do not want to do that.” Look for more of this interview soon at www.coffeetalk.com

28 April 2012

On Sustainability and Social Responsibility in the Coffee Industry by Michael Rice

he terms sustainability and corporate social responsibility (CSR) are getting a lot of attention today. The debates over climate change have focused the global society on our environmental and our energy futures. The green building movement has gained incredible traction with the LEED (Leadership in Energy and Environmental Design) program. The promotion of a multitude of social causes from cancer awareness to treatment of workers in developing countries can be seen every day. And while it is clear that much is going on, there is much more to be done. Andrea Illy of illy Caffè highlighted some of the sustainability issues impacting the coffee industry at the recent National Coffee Association Convention in Charleston, SC. Mr. Illy started the attendees with the UN’s Bruntland Commission’s 1987 definition of sustainability, “Development that meets the needs of the present without compromising the ability of future generations to meet their own needs.” The concept of sustainability is part of the broader concept of corporate social responsibility. While there are many definitions of CSR, they all in some way involve organizations take responsibility for their impact on society and on the environment. They usually embody going beyond legal requirements to improve the quality of life for the company’s stakeholders, which include not only company employees but the broader community, locally and globally. At one point, CSR was thought of as philanthropy, charitable contributions to organizations that management thought were worthy recipients in the community. However, today, the concept transcends specific causes and communities (although charitable giving of time, treasure, and talent is still an element of CSR) and contemplates how companies fundamentally operate and carry out their core functions, not only for the improvement of society but also for the improvement of the company itself.

It is that fundamental need to respect the dignity of individuals that forms the foundation of the many initiatives and proposals aimed at improving global ethical behavior, especially in developing countries. The U.N.’s Declarations of Human Rights speaks to respecting and honoring the dignity of all. In the coffee industry, the discussions over fair pricing and distribution of the wealth generated by this $100+ billion dollar industry beckon the question of how we respect and honor the dignity of the individual, especially those that are most vulnerable. Fair trade coffee and the education of consumers in coffee’s Third Wave are all part of this dialogue. The success that the industry can generate in these areas will determine how effectively it can help promote the social growth that Mr. Illy described as part of social sustainability. Another element of social growth is personal development. How well do our social systems allow people to reach their full potential as human beings? An interesting way to examine this can be found in Abraham Maslow’s hierarchy of needs, which Mr. Illy gave us as food for thought. According to Maslow, individuals need to successfully fill a hierarchy of needs on their way to achieving what he called “self-actualization.” Others have variously defined this as personal fulfillment, self-awareness, openness to truth, and true contentment. But, to be able to fully achieve self-actualization, one must progress through a series of lower needs starting with physiological needs (food, water, sex, sleep, etc.). Once physiological needs are met, security and safety needs (shelter, protection from danger, job security) must be addressed. The next need is for love and belonging (affection, friendship, community). The last need that must be satisfied before pursuing fulfillment is esteem (both self-worth and the esteem of others).

“Development that meets the needs of the present without compromising the ability of future generations to meet their own needs.”

The mantra of the sustainability effort has been the triple bottom line. This three-legged stool has been described in several different ways. There are the 3”Ps” of sustainability: People, Planet, and Profit. And there are the 3”Es” as well: Environmental, Economic, (Social) Equity. Mr. Illy talked about 3”Cs”, an interdependent cosmos: Economic Cosmos, Social Cosmos, and Environmental Cosmos. In addressing these different cosmos, he spoke about shared value, growth, and respect. Shared value speaks to the need to find common ground that balances, and possibly constrains, the drive for profit with the fundamental respect for the dignity of the individual and the dignity of the environment for the benefit of the long term. Shared value and sustainability do not ignore the need for profit; they just try to place in perspective vis-à-vis the people that work to produce this profit and the environment from which these profits come.

The term respect is fundamental to sustainability and CSR, and to ethical behavior in its essence. Whether it is through a secular, natural law philosophy or from a religious belief in the inherent value of the human person, respect for the dignity of the individual is the fundamental underpinning of a healthy society. And it is precisely when this dignity is violated that the seeds of social and environmental turmoil are sown. The philosopher, Immanuel Kant, privileged us with the thought that we should all, “Act in such a way that you treat humanity, whether in your own person or in the person of any other, never merely as a means to an end, but always at the same time as an end.” People need to be treated with respect because they deserve it.

When individuals are not able to fully satisfy a lower level need, it becomes difficult, if not impossible to progress toward self-actualization, personal fulfillment, and true contentment. Because of personal hurts we have experienced in our lives, we all have some type of “holes in our souls” that lead us, and our companies, (since companies are essentially collections of individuals brought together under an organizational structure) into temptations that compromise our abilities to act in socially responsible and sustainable fashions. Not surprisingly, much of this poor ethical behavior can be traced back to unhealthy attempts to satisfy unmet needs that usually manifests itself in actions that disrespect the dignity of others. One can easily identify four great temptations that lead to most unethical behavior in business: sex, money, power, and honor. Interestingly, each of these temptations can be connected to one of Maslow’s lower four needs. Inappropriate desires for physical pleasure, be it sex, gluttony, or any physically addictive behavior, that disrespect others or disrespect ourselves, are physiological issues. Excessive desire for money or material goods at the expense of the dignity of others relate to security. Unethical use of power can be associated with belonging. Esteem issues can result in people going to extreme lengths to be honored at the expense of others. Exploring these connections more deeply can provide insights into the roots of disrespect and unethical behavior. And then committing to those values, both individual and corporate, that truly respect the dignity of individuals and rethinking organizational structures and management practices to replace exploitation with empowerment will be the underpinnings of a responsible, sustainable enterprise. continued on page 32

April 2012

Social Responsibility

continued from page 30

Respect for the environment comes right after the respect for the individual. As Mr. Illy demonstrated to convention attendees, “good agronomical practices will maximize profits to the growers and benefits to consumers without harm to the environment.” The keys to this transformation are a long-term perspective and education (both of consumers to recognize and be willing to pay a premium for higher quality and of producers to develop and internalize a longer term perspective). Thus, a long-term integrated commitment is essential to successful implementation and achievement of these principles of sustainability and CSR. Such a commitment means that companies integrate these tenets into their core values and their strategic planning. It means that they align their objectives and their core competencies to produce both the motivation and the resources to accomplish these goals. And, most importantly, it means that both employees and company management, and especially management, are committed in both word and action. There is nothing that will derail a sustainability initiative or a CSR effort faster than management giving only “lip service” to it. Such efforts require time, patience, and new perspectives, particularly a longer-term perspective. Unfortunately, individuals and companies are frequently tempted by quick short-term gains and shirk their responsibility to their fellow employees, their company, or society at large in the pursuit of immediate gratification. Oftentimes, people forget that the purpose of a business is to generate long-term wealth. However, when companies do live and act in a socially responsible manner, they often find that their actions not only benefit society but also benefit themselves in a number of areas. These companies are better able to recruit and retain talented employees. People want to work for companies they can trust, companies that respect them, and companies they believe are socially responsible. It is no surprise that companies in the “Top 100 Best Companies to Work For” often perform better than the average corporation. Companies also find that being socially responsible also resonates with more and more consumers, giving companies another win-win opportunity, contributing to society while enhancing brand loyalty and customer satisfaction. Combine this with motivated employees and you have a recipe for financial success. This is part of the “shared value” that Mr. Illy addressed. Other benefits include an improved risk profile that comes both from proactive measures of a responsible culture that can avert scandals of abuse and from a reservoir of good will than can help get a company through an unexpected crisis. Financial markets like responsible companies because their risk profile is lower and studies have shown that those companies that rate high in ethical behavior and social responsibility in the eyes of society usually perform better financially as well. Therefore, whether it is the 3Ps, the 3Es or the 3Cs, embracing the tenets of social responsibility and respect for the individual and for the environment can create economic success, which can, in term, create new resources to even further propagate a sustainable society.

Ted Smithers – In Memoriam On March 28, 2012, the world marked the passing of Ted Smithers, one of the great men of our industry and possibly one of the least known. Kerri and I are priviledged to have known Ted personally for many years and came to know the abiding strength and gentleness of true greatness. As the husband of Linda Smithers, Ted willingly stayed in the background as Linda built her career in coffee – first with Susan’s Tea and Coffee, a small chain in Akron, Ohio and then further as Linda became President of the SCAA, and eventually a leading marketer of green coffee from Daterra Coffee, Brazil. But Ted was also an intellectual and business force of nature whose passion for coffee unavoidably led him to delve deeper into coffee and café management with the same enthusiasm with which he approached all things in his life. Ted served on the technical standards committee of the SCAA for a number of years, and through that participation learned a deep understanding of our industry and its nuances. Many who met Ted Smithers did not know that he was an accomplished business person in his own right who helped guide Smithers-Oasis into a world-class industrial Company into a world-class leader in the floral foam industry. Founded by his father in 1954, Smithers Company remains a leader in products for the floral industry worldTed with his father wide. The same values that Ted carried in his and brothers personal life are reflected in the continuing operation of the Smithers Company – a deep focus on corporate and social responsibility and a high degree of integrity and direct involvement. Ted recently finished a book about his military experiences during World War II titled “Lucky to Be Here,” where we are introduced to a Ted Smithers few knew. A hero of the war, Ted landed in Europe on D-Day and during his deployment, he was awarded the Silver Star and the Bronze Star for valor and heroism beyond the call of duty, as well as a four Purple Hearts for wounds received in action. He was part of the liberation of Dachau Concentration Camp and ultimately the defeat of Nazi Germany. In truth, I believe that we are the lucky ones for him being here for us. Thanks for the humor and the wisdom. 100% of the proceeds from the sale of the book will go to the Wounded Warrior Project.

As we move through coffee’s Third Wave and into the Fourth, all participants will find opportunities to advance social and environmental sustainability in ways that can meet the needs of long-term economic sustainability. The question is, “How quickly and how passionately can the industry rise to the challenge?”

Join us in celebrating Ted’s life and support Linda in this time of loss. Kerri and I were lucky to get to know Ted well. His passing is a great loss to all of us but it can be said that he lived a true and good life and contributed to making the world better and brighter by his being here.

Michael Rice is Adjunct Faculty at DeSales University in Center Valley, PA where he teaches courses on Ethical Issues in the Workplace, including topics of Corporate Social Responsibility and Sustainability. Mike is also Senior Product Marketing Manager for Follett Corporation, a leading manufacturer of ice machines, ice and water dispensers, and ice storage and transport equipment focused on promoting health, safety, and well-being in foodservice, healthcare, and office environments. Contact Mike at mrice@follettice.com.

Linda Smithers, John Conti, Janet Conti, and Ted Smithers in Brazil April 2012

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Daterra Coffee

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Descafeinadores Mexicanos SA de CV

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Fair Trade USA

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Gaviña Gourmet Coffee

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Top 10 Reasons Why Coffee is Good for You by Rachel Rogers

yths about food and health are endless, including those about coffee. “There is certainly much more good news than bad news, in terms of coffee and health,” stated nutrition and epidemiology professor, Frank Hu, from the Harvard School of Public Health. Coffee expert, Forrest Graves, of JumpinGoat Coffee Roasters elaborates on the subject of coffee and health, “I see a very small percentage of people that have negative concerns, but sometimes I do hear concerns over caffeine, calories or acidity. The good news is that each of those concerns is easily mitigated. Few people realize that a 6 oz. cup of coffee without sugar or cream contains only 7 calories. There are also coffees that are naturally low in acidity and nonchlorinated decaf coffees which can be approximately 98% decaffeinated with absolutely no noticeable difference in taste.” Certainly, the biggest myth of all continues to be that coffee has no health benefits whatsoever. Check out the ‘Top 10 Reasons’ below to debunk this colossal myth. Top Ten Reasons why coffee is GOOD for you: 1. Lowers risk for skin and breast cancer. According to Robert J. Davis, PhD, author of Coffee is Good for You, flavanoids in caffeine have been found to inhibit the formation of UVB-induced tumors. Furthermore, the American Association for Cancer Research referenced studies which examined the risks of basal cell carcinoma, squamous cell carcinoma and melanoma in connection with coffee consumption and discovered coffee consumption decreased the risk for basal cell carcinoma. Even better, using coffee topically is being touted as a new method to “fix” the UV damage already done to your skin. Dr. Leslie Baumann sites recent studies where the topical application of coffee offers promising results at fixing damage done by the sun. 2. Lowers risk of depression. Health Watch aired findings where certain chemicals in coffee lower the risk of depression. Studies indicate the more coffee you drink, the less likely you are to be depressed. According to research results by Alberto Ascherio, MD, DrPH and team at the Harvard School of Public Health, women who regularly drink four or more cups of coffee a day have a 20 percent lower risk for developing depression than those who rarely or never drink coffee. 3. Reduces diabetes by 50%. Several studies indicate that certain elements of coffee block the chemical process which leads to type II diabetes. Researchers at UCLA have discovered a relationship between coffee consumption and a protein called SHBG, thought to play a role in the development of type II diabetes. Once again, research indicates the more coffee you drink, the better protected you are against type II diabetes. 4. Reduces inflammation. The American Journal of Clinical Nutrition concluded consumption of coffee had beneficial effects on subclinical inflammation and HDL cholesterol. Other sources support these findings by indicating that the anti-oxidants in coffee will neutralize certain free radicals in the body which cause inflammation.

of fiber in dietary nutrition for maintaining bowel integrity and health, reducing blood cholesterol levels and controlling blood sugar levels. 6. Lowers risk of Alzheimer's. Results linking caffeine to lowered risk of Alzheimer's and enhanced brain function can be found in the European Journal of Neurology. Additionally, the Journal of Alzheimer’s Disease states that the lowest risk (65% decreased) was found in people who drank 3-5 cups of coffee per day. They further suggest that consuming coffee at midlife is associated with decreased risk of dementia and AD later in life. 7. Human hair growth. The International Journal of Dermatology found that caffeine alone led to a significant stimulation of hair follicle growth in in-vitro studies. Clinical research in Berlin implies a topical application of caffeine-infused shampoo or ointment will penetrate the hair follicle faster, lending credence to the possibility of an effective treatment for androgenetic alopecia (baldness) or other reasons of premature hair loss. 8. Acne prevention and skin health. Barista Bath and Body performed extensive research related to the effects of topical coffee creams and scrubs. The slightly acidic pH of coffee constricts pores, creating a protective layer and providing the appearance of younger looking skin and aiding in the prevention of acne. The exfoliating and anti-oxidant properties of a coffee facial polish are comparable to (if not better than) other beauty and skin products currently on the market. Founder of the University of Miami Cosmetic Medicine and Research Institute also recognizes the ability of caffeine to quickly and effectively constrict blood vessels, making it a particularly valued asset and potential treatment for suffers of rosacea. 9. Lowers risk of Parkinson's. PloS Genetics reports research results consistent across studies corroborating the robustness of interaction between consumption of coffee/caffeine and the gene GRIN2A. Caffeine has already been proven to be neuroprotective, but researchers indicate other ingredients in caffeinated coffee may also affect the development of Parkinson’s disease. 10. Protection against cirrhosis of the liver. As noted by the Journal of the American Medical Association, research concluded that there is an ingredient in coffee which protects against cirrhosis, especially alcoholic cirrhosis. Joe Vinson, PhD regards the study, “In a cross-sectional study, coffee consumption was also significantly related to a lower prevalence of transaminase enzymes [markers of liver damage], with a stronger association for those who drank large quantities of alcohol.” While some speculate that the active principle may be caffeine, Vinson strongly supports the hypothesis that it is the polyphenol antioxidant compounds in coffee that are the causative agents and that they act in concert with caffeine, which is also hepatoprotective. A myriad of research continues to support the healthy nature of coffee, giving optimism to those who partake in the beloved beverage and pause to those who do not. Considered an authority on coffee, Forrest Graves summarized quite nicely, “The positive medical research and findings around coffee have obviously been mounting since the 15th century, making it the largest consumed beverage in the world next to water. Who knows? A cup a day could keep the doctor away.”

5. Increased fiber intake. The Journal of Agricultural and Food Chemistry expressed results exhibiting significantly higher amounts of soluble dietary fiber in coffee than other common beverages. The Mayo Clinic recognizes the importance

36 April 2012

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NewsBites Everyday should be Epic!

Start your mornings with a burst of nutrition! Epic Oatmeal Mobile Nutrition for active lifestyles, is a healthy, all-natural oatmeal available in four tasty varieties: Adam’s Apple N Cinn, Berrie ‘Nilla Thrilla, Coco-ka-Banana, and Kick N tha Nutz. Nutritious, healthy, complete, and delicious too! Ready in 3 minutes, this is perfect for those needing a quick, complete, breakfast leaving you feeling full over a longer time. Epic Oatmeal is a very high source of fiber (9g), low in sodium, has no preservatives, sweetened with turbinado sugar and is made with 100% Canadian Oats. Available today from Stillcreek Distributing Ltd. Stillcreek is a wholesale distributor specializing in coffeerelated beverage products. Established in 2005, Stillcreek’s customers include multi-chain retailers to independent grocers, coffee roasters, coffee shops, and other foodservice distributors. www.stillcreek.ca

Wayne Wilbur joins Texpak, Inc/Scolari Engineering

Texpak, Inc/Scolari Engineering announced that Wayne Wilbur has joined the staff as a technician for installation and support of Scolari Roasters, grinders, and associated systems. Wilbur enhances the already celebrated service team ensuring that Scolari Roasters, the finest in the world, operate at peak performance at all times. For more information, contact Texpak, Inc at 856.988.5533

Tomlinson Products Can Help C-Store Owners Comply With New Ada Disability Standards

New ADA regulations taking effect March 15, 2012 require that access to product within foodservice equipment be no higher than 48 inches above the floor and no deeper from the face than 10 inches. Tomlinson Industries offers several products that can help the c-store owner comply. Cup, lid, napkin, condiment and ice cream cone dispensers can be built into cabinets or hung at the appropriate height to comply with the required height and depth. Low profile handle options for No-Drip® Faucets used on coffee and tea brewers and beverage dispensers can lessen height and distance of reach. Most Tomlinson foodservice equipment such as pizza ovens, merchandisers, popcorn poppers can be placed on counters and can comply with the required height and depth. For more information, please contact Tomlinson Industries, 13700 Broadway Avenue, Cleveland, OH 44125. Phone: 216-5873400. Fax: 216-587-0733. Visit our website at www.tomlinsonind.com.

Doi Chaang Coffee Wins CAFP Award for Outstanding Community Development

The Canadian Association of Foodservice Professionals held its leadership night on February 28th, 2012 and presented the Doi Chaang Coffee Company with the award for Outstanding Community Development. The CAFP promotes professional and personal development, and facilitates communication leading to excellence in the foodservice industry. The award is given to organizations that demonstrate outstanding contributions in community service, education, healthcare, association or industry development. The Doi Chaang Coffee Company was honoured to accept this award that recognized the continuous efforts done to improve the standard of living for the Akha hill tribe in Doi Chang Village.

This Spring Weldon Flavorings offers two new Iced Tea/Water Flavorings, Blueberry, and Mint.

With Spring weather arriving early this year Weldon Flavorings has two new offerings of its Innovative, Natural and Unsweetened flavorings for your Iced Tea and Water, the ever popular, Mint flavor and the increasingly popular, Blueberry. These two new flavorings are wonderfully refreshing in Iced Tea or Water and can liven up any cold beverage without adding additional sugar or artificial sweeteners. Weldon’s concentrated Iced Tea and Water Flavorings add pure liquid flavor and with the addition of the two, now come in 6 delicious flavors including: Guava Passion Fruit Mango, Raspberry, Mango Orange Passion Fruit, and Peach. They can be purchased individually or in an attractive counter caddy, The Weldon Gourmet Flavor Station™ that holds your three favorite flavors. These flavorings can be used any where iced tea is served: restaurants, offices, home, or drivethru. Weldon Iced Tea/Water Flavorings can be purchased online at www.WeldonFlavorings.com

Traveler Zita

A rocking innovation: finum’s® latest product, TRAVELER ZITA, is a double-wall tumbler for cold and for hot drinks. It includes the world-wide patented Tea Control Kit (as well as further pending patents), which avoids weak tea and the packing waste of overpacked tea bags. By simply screwing the lid on the tumbler the tea is sealed, thereby containing the brewing of the tea and keeping its taste uncompromised. ZITA’s exceptional and appealing look is largely owed to its lid, which resembles a tea cup. Its brand new Corkmec prevents spills or leaks when the lid is completely closed and the silicone cork is inside the spout. This durable and elegant tumbler is made from BpA-free Tritan® (FDA approved material). As a result, deliciouus tea is now made to everyone’s personal taste and the waste of overpacked tea bags is avoided. Finum’s® attention to quality and convenience meets the contemporary minds of design oriented and health-conscious people around the world. www.finum.com, www.teafriends.com/facebook April 2012

7 Series Ice And Water Dispenser Named Best Innovator Finalist By Foodbev.Com

Follett's new 7 Series ice and water dispenser has been named as a finalist in the Best Innovator category of the 2011 FoodBev.com Awards. The finalists and winners were announced in February. The FoodBev. com Awards were created in order to celebrate “creativity and innovative thinking in all of its forms.” Award categories recognize best new food and drink, best new brands and best innovator. It also recognizes marketing efforts with categories such as best brand redesign, best social media campaign and best website. Founded in 1948, Follett Corporation is a leading manufacturer of ice-related equipment, including ice machines, ice storage and transport equipment, ice and beverage and ice and water dispensing equipment for foodservice and healthcare markets worldwide. For more information, contact Follett Corporation at 610-252-7301 or visit www.follettice.com.

Chocolate Bars and Bacon

The Cocoa Cabana Gourmet Chocolates announces their Dark Signature Bars in a new, smaller size. It’s a perfect treat to go with your favorite cup of coffee. These exotic bars are made with a unique blend of velvety, rich dark chocolate, fresh roasted nuts, dried berries, coconut, and cocoa nibs. Try all five varieties – Berry Nutty, Caribbean Cranberry Cashew, Cherry Berry Chill, Island Joy, and Tropical Cocoa Nut Crunch. For a more detailed description of each bar, please visit the website. Also, brand new to The Cocoa Cabana Gourmet Chocolates is their Dark Chocolate Bacon Bar made with real crumbled sweet applewood smoked bacon pieces. After sampling it at a few events, the requests to see it on the shelves have been huge. They also offer Chocolate Covered Potato Chips, Toffee, Turtle Pretzels, and Chocolate Covered Graham Crackers. If you are interested in increasing your profits or need more information, please call (847) 851-8775, or see all of their chocolates at www.thecocoacabana.com.

Foodservice Operators Can Sweeten Profits With Guide To Snacking From Otis Spunkmeyer

Afternoon snacking is the second-fastest growing daypart in foodservice. Operators can learn how to build profits and traffic with a new snacking guide, “Sweeten Your Profits,” from Otis Spunkmeyer®, the leading producer of baked goods in foodservice. The guide explains snacking trends, identifies consumer decision drivers and outlines turnkey product and merchandising solutions. To request your copy, or for more information, contact your Otis representative by calling 1-888-ASK-OTIS or visiting www.spunkmeyer.com.

NewsBites

Marley Coffee Launches Office Coffee Service Facebook Campaign

Marley Coffee (OTCBB: JAMN), a sustainably grown, ethically farmed and artisan roasted gourmet coffee, today announced the launch of “Stir Up Your Office Coffee Service,” a Facebook-based referral program that asks people who work in office settings to encourage their company to consider brewing Marley Coffee instead of their usual free office coffee. The campaign begins the week of March 11. To celebrate the start of the campaign, the first 100 people who complete the entry form on the Marley Coffee Facebook page (https://www.facebook.com/MarleyCoffee/ app_225116624253439), will be automatically entered into a random drawing for a chance to win a Marley Coffee demonstration at their office by Rohan Marley, co-founder and chairman, Marley Coffee. To be eligible, entrants must work at an office with a minimum of 30 employees where free coffee is offered. For official rules, visit the Marley Coffee Facebook page. Learn more at www.MarleyCoffee.com, visit the corporate website at www.JamminJavaCorp.com, join us on Facebook at http://www.facebook. com/MarleyCoffee, and follow us on Twitter at http://twitter.com/marleycoffee.

Monin Pours On The Flavor With New, Blender-Ready Fruit Smoothie Mixes

Monin Gourmet Flavorings, the world’s leading provider of premium syrups and flavoring products, is launching a new line of convenient, blender ready fruit smoothie mixes. Conveniently pre-sweetened, Monin Fruit Smoothie Mixes are made with real fruit and other natural ingredients and will be available April 1st. The five popular flavors— Mango, Peach, Wildberry, Strawberry and

Strawberry Banana—can also be blended with any fruit flavored syrups from Monin to create a nearly endless variety of choices for your more adventurous customers. The 46 oz. resealable aseptic containers are airtight, until opened, to preserve freshness and flavor. Unopened smoothie mixes have a 12-month shelf life and do not require refrigeration, making them ideal for operators with limited cooler space. Fresh frozen drinks are now fast and easy. Simply pour over ice, blend, and serve. For more information on any Monin product, call 800-966-5225 or visit www.monin.com.

Coteca coming in September

In six months, it’ll be that time of the year again – the decision-makers of the coffee, tea and cocoa industries will be meeting at COTECA in Hamburg from 20 to 22 September 2012! Entrepreneur Albert Darboven, CEO and owner of famous J.J. Darboven, sees COTECA as a must: “The coffee industry is a business with market players from all over the world. That’s why I’m glad there’s a prominent event like COTECA, where the industry can meet and swap ideas. The fact that COTECA takes place in Hamburg is of course a special compliment for us as a company with its operations based here.” The trade show is a chance for the industries’ prestigious players to present themselves. Well-known exhibitors that have recently confirmed their attendance include the following companies: Benecke Coffee, Bühler, Coffee Board of India, Dethlefsen & Balk, Indonesia, Frey & Lau, Gea Niro, Gebrüder Wollenhaupt, Glatfelter, Hälssen & Lyon, H.D. Cotterell, List & Beisler, Market Grounds, Panama, Probat and Worlée and many more. You’ll find all of the exhibitors that have confirmed their presence at COTECA as well as online registration at coteca-hamburg.com.

Cuisinart and illycaffè Announce Global Partnership Agreement Cuisinart, a dominant leader in coffeemakers and other culinary appliance categories, and illycaffè, a worldwide leader in premium specialty coffee, announced today a global partnership to develop a new line of espresso machines designed and manufactured by Cuisinart. The collection, co-branded Cuisinart for illy, will feature illy’s proprietary iperEspresso capsule system, a patented two-stage extraction process producing exceptional results through rapid infusion and extraction during the brewing cycle. The partnership leverages Cuisinart’s preeminent status as an innovative coffeemaker brand across all segments of the product category and aligns it with illy, the company that pioneered the modern espresso method and the world’s first singleserve espresso pods, now an industry standard. The Cuisinart for illy product line is scheduled to debut by the first quarter of 2013 at Cuisinart and illy’s retail channels, encompassing department and specialty stores, including online segments. Under the terms of the agreement, Cuisinart will initially develop products designed for use with illy’s iperEspresso capsules.

Beverage on the Move!

LBP’s patented Beverage on the Move™ can help you build or expand your hot bulk beverage program. Beverage on the Move™ keeps hot drinks hot for up to 3 hours, and is available in 96oz, 160 oz. and 3-gallon sizes. These all-in-one containers fold flat for storage efficiency, and can be customized with your brand or logo. Visit www.lbpmfg.com for more information about LBP products.

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! 40

E: info@packplus.com April 2012

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Our broad assortment of body styles and designs keep your shelves hot & product moving! VESSELDRINKWARE.COM | INFO@VESSELDRINKWARE.COM | 855.883.7735

www.daterracoffee.com.br 41

NewsBites

Coffee Fest New York City Highlights The Northeast and New York City in particular may be one of the most vibrant and thriving markets in the Specialty Coffee Industry if Coffee Fest New York is any indication. Over 2349 coffee shop retailers, restaurateurs and other specialty coffee professionals sampled the latest in specialty coffee, tea and related products at Coffee Fest New York, March 9, 10, & 11, 2012. In addition to the competition, attendees sampled from over 150 exhibition booths and could attend over 65 classes and workshops. In addition to the 2349 attendees, the Coffee Fest Exhibitors accounted for an additional 800 badges bringing the total attendance to just less than 3300.

Awards were given to the top three New Products for Consumable and Non Consumable to the following: NON CONSUMABLE – 1st place: 2nd place: 3rd place:

Coffee Talk & The Daily Dose –The New Coffee Talk Power Press “Giving your press releases the attention they deserve” Pacific Bag – 12oz-16oz Biotre Sid Gusset Bag with Valve European Gift & Houseware - La Pavoni Rapid Delivery Espresso/ Cappuccino Pod System

CONSUMABLE –

1st place: Torie & Howard - Organic Hard Candy 2nd place: Alicia’s Artisan Edibles – Farm Fresh Milk Caramels 3rd place: Effie’s Homemade – Effie’s Homemade Tea Biscuits

The Coffee Fest Latte Art Championship was an amazing event featuring head to head competitions with 64 phenomenal competitors. 1st place went to: 2nd place went to: 3rd Place went to:

Kim Yeung of Holly Brown Coffee – Hong Kong. $2,500.00 Ryan Soeder of Counter Culture Coffee – Boston, MA. $1,000.00 Nick Van Slett of JP’s Coffee & Espresso – Holland, MI. $500.00

Coffee Fest is a trade show catering to the specialty coffee and gourmet tea industries. For more details about our shows or on the winners of our competitions present and future, visit www.coffeefest.com or become a fan at www.facebook.com/coffeefest. Coffee Fest’s next show is slated for The Navy Pier, Chicago, IL, June 8, 9, & 10 2012

If it doesn’t say ® CUP OF EXCELLENCE – it isn’t. OUR NEW QUALITY STANDARD IS EVEN HIGHER A coffee must score 85 points to be considered a Cup of Excellence.

406-542-3509

www.cupofexcellence.org April 2012

Pacific Bag, inc. www.pacificbag.com 800.562.2247

A compostable barrier bag with a valve? In case quantities? You better believe it...

Try Inbru Coffee Flavors Risk-Free Replace your expensive and perishable flavored coffee inventory with Inbru. Improve freshness, quality and variety while saving money. a nd now th is n l sh ip a c S rt wil k Sta ic u Q y! you r toda

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Ekobrew - the reusable filter for Keurig single cup brewers. Proudly made in the USA www.ekobrew.com ®

EagleWebPress.com • 800-800-7980

Neither Eko Brands, LLC nor Ekobrew has any affiliation with Keurig® or K-Cup®. Keurig® and K-Cup® are registered trademarks of Green Mountain Coffee Roasters, Inc.

Advertisers Index

Company................................................. Phone............................... Web...........................................................Page... SCAA Booth

Agtron............................................................................... 775.850.4600................................ www.agtron.net ............................................................... 31, 46...................... 3063 Bridge Brand Chocolates............................................... 415.677.9194................................ www.bridgebrandschocolate.com ............................... 46 BriteVision......................................................................... 415.546.2029 .............................. www.britevision.com ....................................................... 35, 39...................... 3132 Cablevey Conveyors...................................................... 641.673.8451................................ www.cablevey.com ......................................................... 13............................. 8049 Cafe de Costa Rica........................................................ 506.2243.7863............................. www.cafedecostarica.com ............................................ 19............................. 6073 Canterbury Coffee Corp............................................... 1 888.273.8684............................ www.canterburycoffee.com .......................................... 43 Coffee Fest....................................................................... 800.232.0083................................ www.coffeefest.com ....................................................... 47............................. 3053 Costellini's......................................................................... 877.889.1866................................ www.costellinis.com ........................................................ 45............................. 2089 Cup of Excellence........................................................... 406.542.3509................................ www.cupofexcellence.org ............................................. 42 Curtis................................................................................. 800.421.6150................................ www.wilburcurtis.com ..................................................... 21............................. 6083 Custom Card Solutions, Inc............................................ 303.790.0400................................ www.ccsicards.com ......................................................... 45 Daterra Coffee............................................................... 330.941.2555................................ www.daterracoffee.com.br .......................................... 41............................. 6094 Descafeinadores Mexicanos SA de CV...................... 522.717.127.066.......................... www.descamex.com ....................................................... 46............................. 9088 EAG / Tea Packs............................................................. 877.345.7832................................ www.teapacksusa.com ................................................... 45 Eagle Web Press............................................................. 800.800.7980................................ www.eaglewebpress.com .............................................. 43 Ekobrew............................................................................ 206.571.0289................................ www.ekobrew.com ......................................................... 43 Espresso Me Services..................................................... 360.213.0715................................ www.espressomeservice.com ........................................ 45 Everpure........................................................................... 800.942.1153................................ www.everpure.com ......................................................... 46...........................10071 Fair Trade USA................................................................ 510.663.5260................................ www.fairtradeusa.org ................................................... 45............................. 4037 Finum by Riensch & Held GmbH & Co. KG................ 49.407.3424.................................. www.finum.com ................................................................ 45............................. 6080 Follett Corporation......................................................... 610.252.7301................................ www.follettice.com .......................................................... 39 Fres-co System USA, Inc................................................. 215.721.4600................................ www.fresco.com .............................................................. 29............................. 4021 Gavina Gourmet Coffee............................................... 800.428.4627................................ www.gavina.com ............................................................. 35............................. 7043 Georgia-Pacific Professional........................................ 866.435.5647................................ www.gppro.com .............................................................. 3............................... 8054 Global Customized Water............................................ 805.484.1589................................ www.globalcustomizedwater.com ................................ 45............................. 5043 Grounds for Health......................................................... 802.241.4146................................ www.groundsforhealth.org ........................................... 33, 46...................... 7077 Hypercat Advanced Catalyst Products....................... 610.692.3490................................ www.hypercat-acp.com.................................................. 40 Inbru.................................................................................. 314.991.1700................................ www.inbru.com/Inbru-Sample-Pack_p_61.html ....... 48 International Coffee Consulting Group...................... 818.347.1378................................ www.intlcoffeeconsulting.com ....................................... 45 INTL FCStone, Inc............................................................. 212 485 3500............................... www.intlfcstone.com ....................................................... 27............................. 3080 Java Jacket...................................................................... 800.208.4128................................ www.javajacket.com ...................................................... 5, 46........................ 3108 Jonathan Cate Inc........................................................... 888.665.2326................................ www.shop.jonathancate.com/coffee ........................... 37 Knutsen Coffees, Ltd....................................................... 800.231.7764................................ www.knutsencoffees.com ............................................... 46............................. 5132 Loring Smart Roast.......................................................... 707.526.7215................................ www.smartroaster.com ................................................... 23............................. 9047 Melitta SystemService USA, Inc................................... 847.717.8900................................ www.melittasystemservice.com .................................... 17............................. 2016 MOCON Inc..................................................................... 763.493.6370................................ www.mocon.com .............................................................. 11............................. 1066 OptiPure........................................................................... 800.333.2556................................ www.optipurewater.com ................................................ 40 Orleans Coffee Exchange............................................. 800.344.7922................................ www.orleanscoffee.com ................................................ 40 Pacific Bag, Inc................................................................. 800.562.2247................................ www.pacificbag.com ...................................................... 43............................. 6052 Pack Plus Converting...................................................... 909.902.9929................................ www.packplus.com ......................................................... 40............................. 8042 Plastic Parameters Inc..................................................... 877.594.0805................................ www.plasticparameters.com ......................................... 35 Pod Pack International, LTD........................................... 225.752.1160................................ www.podpack.com ......................................................... 43............................. 9043 Rocket Man Equipment................................................... 800.921.0199................................ www.rocketman.com ...................................................... 41 Scolari Engineering S.p.A.............................................. 856.988.5533................................ www.scolarieng.com ....................................................... 48 Seattle Barista Academy............................................... 253.236.1501................................ www.seattlebaristaacademy.com ................................ 46 Service Ideas, Inc............................................................ 800.328.4493................................ www.serviceideas.com ................................................... 33, 46...................... 4056 Smoothie Essentials Supplement-Boosts...................... 415.382.6535................................ www.smoothieessentials.com ......................................... 43............................. 6092 Spiroflow Systems, Inc.................................................... 704.291.9595................................ www.spiroflowsystems.com ........................................... 15............................. 6089 Stalkmarket Products (Asean Corporation)................ 503.295.4977................................ www.stalkmarketproducts.com ..................................... 2, 46........................ 5099 The Cocoa Cabana........................................................ 847.851.8775................................ www.thecocoacabana.com ........................................... 42 The Coffee Trust.............................................................. 505.670.9783................................ www.thecoffeetrust.org ................................................. 42 The Metal Ware Corporation...................................... 1.800.624.2949............................ www.nesco.com ............................................................... 39...........................10074 The San Franciscan Roaster........................................... 866.957.9233................................ www.sanfranciscanroaster.com .................................... 25 Tightpac America inc...................................................... 888.428.4448................................ www.tightvac.com ........................................................... 46............................. 3084 TuTTOespresso S.r.l......................................................... 39.02.9673.0600.......................... www.tuttoespresso.com .................................................. 37 Venco Business Solutions................................................ 800.762.9962................................ www.vencosolutions.com ................................................ 45 Vessel Drinkware............................................................. 855.883.7735................................ www.vesseldrinkware.com ............................................ 41............................. 8090 Vita-Mix Corporation..................................................... 800.437.4654................................ www.vitamix.com/thequietone ..................................... 9, 46........................ 7073 Walker Coffee Trading Company............................... 713.780.7050................................ www.walkercoffee.com ................................................. 7 Weldon Flavorings.......................................................... 502.797.2937................................ www.WeldonFlavorings.com ......................................... 45 White Coffee Corp........................................................ 800.221.0140................................ www.whitecoffee.com .................................................... 46

44 April 2012

every cup MATTERS.

CUSTOM PRINTED CARDS MAGNETIC STRIPE HICO/LOCO EMBOSSING/TIPPING SIGNATURE PANEL ENCODING BARCODES

EVERY DELICIOUS CUP OF COFFEE MATTERS MORE THAN YOU THINK. Your everyday purchases of Fair Trade Certified™ coffee give farmers better prices for quality products that improve their lives and protect the environment.

Look for the label. Buy Fair Trade. Do more good. FairTradeCertified.org

finum.com

AllStar Tools Water treatment

Air Pots

Decaffeination

Sleeves

Cups & Lids

Descafeinadores Mexicanos SA de CV

Java Jacket

StalkMarket Products

Everpure

Service Ideas Incorporated

800.942.1153 www.everpure.com

800.328.4493 www.serviceideas.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.

Introducing the Color Me SVAC! 4 sizes: 2.2, 2.5, 3.0 & 3.7 Liter; NSF® Approved 4-6 Hour Insulation. Designate contents with 5 colors available: Black, Blue, Brown, Green & Orange.

Blender

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

800.208.4128 www.javajacket.com

503.295.4977 www.stalkmarketproducts.com

Finally you can drink a great tasting water decaf. Our process that has been organic certified since 2003, preserves the original characteristics of aroma and flavor of the green coffee beans.

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).

Training Resources

Chocolate

Vacuum Container

Green Coffee Importers

Seattle Barista Academy

Bridge Brands Chocolates 888.732.4626 www.bridgebrands.com

Tightvac

Knutsen Coffees, Ltd.

888.42.TIGHT www.tightvac.com

800.231.7764 www.knutsencoffees.com See us at SCAA Booth 5132

1-800-927-3286 www.seattlebaristaacademy.com

+522.717.127.066 www.descamex.com

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.

The Seattle Barista Academy is your source for Professional Barista Training. We offer espresso training classes with handson experience in grinding coffee, steaming, extraction, drink fabrication, latte art, barista training with barista certification, and education materials and CDs.

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. Erna Knutsen, President & Founder.

Roasted Coffee

Charitable Giving

Non-Profit

GOURMET FLAVORINGS

Coffee Analysis

White Coffee Corp.

Track the Impact 619.889.1997

Grounds for Health (802) 241-4146

Monin

Coffee Analyzers

800.221.0140 718 204 7900 www.whitecoffee.com White Coffee creates customized blends and packaging for industry leaders. Wide variety of varietals and flavors available. Exclusive licensee of Kahlua, Entenmann’s & MoonPie flavored coffees. Fair Trade, Organic, Kosher, NSF certified.

www.tracktheimpact.com

www.groundsforhealth.org

800.866.5225 www.monin.com

775.850.4600 www.agtron.net

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.

Grounds for Health works with coffee-growing communities to establish sustainable cervical cancer prevention programs. Together with our coffee cooperative partners, we break down the barriers that stand between women and preventive care.

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.

THE TOP ROASTERS WORLDWIDE CHOOSE AGTRON Trust the consistency and quality of your roasted coffee. Made in the USA, simply the most accurate and repeatable Roast Analyzers available. And remember, only an Agtron reads like an Agtron. Support and roasting instruction provided by Carl Staub.