August 2012 by CoffeeTalk Magazine

August 2012 Vol. XXV No. 8

www.CoffeeTalk.com

Peru The New Gold of the Andes page 16

Roasting Accessories

Colombia

Rocky Rhodes

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Roaster Insights

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Contents

Grow or Fail:

Considerations When Growing Your Roaster Business

The View

Roaster Insights

Roasting Accessories

Increasing Efficiency, Quality, & Sales

A Heart of Opportunities

The New Gold of the Andes

Colombia

14 Colombia - A Heart of Opportunities

Peru

Ethiopia

Cafe Profile

10 Roaster Insights

Brew Coffee Bar

Roasting in Korea

Stepping Up to the Quality Challenge

14 Roasting Accessories

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

International Development

Newsbites

Rocky Rhodes, 818.347.1378 rocky@coffeetalk.com Bill Kaprelian, ext 7 bill@coffeetalk.com

Design

Advertiser Index

Cover Photo by Kerri Goodman-Small, Peruvian Coffee Farmer

Feature

Peru The New Gold of the Andes

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 Data Wizard Orion Zick, ext 4 orion@coffeetalk.com

Mailing Info

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

Disclaimer CoffeeTalk does not assume the responsibility for validity of claims made for advertised products and services. We reserve the

right to reject any advertising. Although we support copyrights and trademarks, we generally do not include copyright and trademark symbols in our news stories and columns. Circulation: CoffeeTalk (ISSN 1084-2551) is mailed monthly (10 times per year) with combined June/July and November/ December issues, also bonus mailing/distribution for Education Guides and foodservice/hospitality and coffee conventions/shows throughout the year. Postmaster: Send address changes to HNCT, LLC, 25525 77th Ave SW, Vashon, WA 98070 Subscription: The cost of a subscription in the U.S. is $47.50 per year; in Canada, the cost is $72.00. Free to qualified industry professionals. Non-qualified requests may be rejected. Publisher reserves the right to limit the number of free subscriptions. For subscription inquiries, please call 206.686.7378 x1 or subscribe online at www.CoffeeTalk.com. Copyright ÂŠ 2012, HNCT, LLC, All Rights Reserved

August 2012

Grow or Fail: Considerations When Growing Your Roaster Business.

by Karl Seidel

ould I be stating the obvious in saying that growing any business is challenging? Probably – but preparing for change can ease you in the right direction.

You’re learning, growing and changing in real-time – at the speed of business. You get an order or a new customer that mandates additional help. Quick – what do you do? Scramble? Round up the usual help? Pull your husband/wife/ partner away from what they’re doing? Call in the kids? I’ve taken this road and here’s what I learned along the way.

1- Document

I know – you’re going to put down this article right now and open up Word and write out exactly what needs to be done – right? No, I don’t think so. It’s unlikely you’ll do that now because you’re already stretched beyond reason. The best way I’ve found to do this is by starting a checklist – simple – like this: • • • • •

Go to bean container and grab a large scoop. Review picking order for ground or whole bean. Grab a handful of 12 ounce bags. Grab labels for current coffees. Apply labels to as many bags as are needed for each order to be picked and packed.

2- Train

Training is needed simply because you can’t rely on your husband to do things the way you expect them to be done – how do you expect a high-school student or a temporary worker to “get” what you think is the ideal approach to making your business sing? • • • • • •

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Dedicate 15 minutes to reviewing your checklist with your new trainee. Walk through the steps on the checklist yourself and show your trainee how you would do this packing. Talk about what you just did. Ask the trainee if they have any questions. Ask the trainee to do the same thing you just did. Review the steps and point out any errors/omissions/changes made to your trained process.

3- Review

Everyone falls short in this department! There’s not enough time to do the work – much less review! Don’t kid yourself. Things happen. Systems can be improved upon – even by someone else! Get into this habit weekly – you’ll thank me later. • •

Sit down with your charge. Ask them to fill in/write down any step that was missed in your written explanation of the packing process you showed them this week. You can refer to the written checklist you gave them – hopefully they’ve made some notes to themselves. • Ask if there’s a way to improve upon this process. • Add the idea or new step in writing to the packing process. • Thank them for the input and preview upcoming processes you’d like to improve upon. • End the meeting eye-to-eye with a handshake. The interesting thing you’ll find is that motivation follows action. It’s easy enough to learn to do stuff, but growth requires help – in the form of labor. People want to help but they need instruction or they’ll start making it up so they can look busy. So, get busy and plan some training. For more details on growing your business go to www.coffeetalk.com/august12-grow-or-fail.

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The View

“The View”… How to be a cooler and sexier coffee person

o, it is time to fess up… for the last five years Miles has written not just some but each and every one of “The View” articles in the magazine. Yes, we always discuss and agree on content, but I simply have this love/hate relationship with writing. I hate to do it; I LOVE it when it is finished. I have no idea how I even was able to write a 280 page book in 1993 (Java U: Business Basics) in only 3 months. I think it has something to do with a huge quantity of chocolate covered espresso beans consumed at all hours of the day. However, I digress. So, to return to my topic, who wouldn’t want to be cooler and sexier?!?

To this end, there were 5 “Triangulation” tests, 4 “”Olfactory” tests, 3 “Sensory Evaluation” tests, and one Organic Acids Matching Pairs test. I was intimidated by the thought of memorizing 36 scents including rubber, basmati rice, and leather, among others. However, the most dreaded test of all (and most failed by any student attempting the course) is the third “Sensory Evaluation” test in which we were each presented with 8 cups contain a mixture of sweet, salty, and sour solutions. In each case, we were to identify not only the combination of flavors, but also the intensity of each. I was positive I would never get this!

I read a recent ad… “It is time to get your Q-Certification! You know you want it! Here are your top 5 reasons to take my class in July to test for it: 5) You WILL get a tremendous education. 4) You will set yourself apart from your peers. 3) You become part of a select group of people committed to improving the quality of coffee in the world. 2) Improve Quality in Coffee= Improve the lives of those that produce it. And the number one reason to take my class and test for the Q-Grader Certification: 1) You will be cooler and sexier than other coffee people!”

My Secret Nemesis To my complete surprise, I passed the Sensory Evaluation on the first attempt. Unfortunately, “Triangulation” was a different story. We were each presented 6 sets of coffees, 3 cups each. In each set, 2 of the coffees were the same and the third was different. Our job was to identify the coffee in each set that was different correctly in at least 5 of the 6 sets. Now this is done under a red light so we were unable to discern color differences. In many of the cases, the “different” coffee was from a different origin (country), however in some of the cases all three coffees were from the same country, just different farms. My first attempt was not just a failure; it was an “Epic Failure” (Thanks Rocky). Thankfully as the week progressed, experience and my amazing classmates helped me to gain much-needed skills and I finally passed three of the five Triangulations.

Ok, given this set of reasons, I immediately signed up for the course, not for only myself, but recruited three of my closest coffee friends to take the course with me! Interesting enough, three of us had 19+ years each in the coffee industry, and the other grew up in a coffee-producing family and has worked in the industry for the last 14 months. Each of us had our own reasons for wanting to take this ridiculously demanding series of lectures and 22 tests given over an intense 5-day period. And, each of us found our own unique challenges and gained a different perspective when we were finished. However, we all had one thing in common: this experience was one of the most rewarding and impactful experiences in our varied lives. What is “Q-Certification?” and why do I care? First, to understand “Q” you must understand “CQI.” The Coffee Quality Institute (CQI) is a nonprofit organization working internationally to improve the quality of coffee and the lives of the people who produce it. CQI provides training and technical assistance to coffee producers and other individuals in the supply chain to increase the value, volume, and sustainability of high quality coffee production. The “Q Coffee System” locates specialty coffees at origin and helps to improve those that have the potential to meet specialty standards. The effect is a common language between buyers and sellers that draws attention to more specialty coffees while creating an infrastructure that gives producers greater opportunities to enter the marketplace and to increase their economic viability. (Next Confession: The last two paragraphs were taken directly from the CQI website.) To read a great article on Q Grader Certification, see our August 2011 issue--http:// www.coffeetalk.com/august11-q To summarize, we were being trained/certified to recognized the specific attributes of “Specialty” coffee and the tests verified our abilities in grading green coffee, identifying roasting standards, and our knowledge of coffee from crop to roasting. That was what I considered the easy part. Anyone can study and learn. The truly challenging part was proving that we each had the “nose” and palate to identify quality.

The Next Step So this brings me to my admission: after 3 weeks of intense study before the course, and 5 days of exhausting testing and learning, I can’t yet say I have my Q Grader Certificate. I can say congratulations to two of my friends (both from producing countries) who did manage to pass all 22 tests in that first week! And I am hoping that by the Roasters Guild Retreat (in two weeks), I will have passed the final two Triangulations and awarded my Q Grader Certificate (Thanks to Craig Holt at Atlas for allowing me in to retake the final two tests this week!). A huge thanks goes to Rocky Rhodes for being an amazing Q Grader Instructor (there are Ashley Prentice only 31 currently certified in the world!). Luzma and Ashley, thanks for cramming with me for 3 weeks and even helping me study for the Triangulations after you passed! And, Karen, your passion and knowledge has been an inspiration to me for years and I know you will pass your last two tests as well! Presented this 20th day of July, 2012 Instructor | Rocky Rhodes Location | Apffels Beverage Academy

If you’d like to read more about our Q Experience and quotes from our classmates, visit www.coffeetalk.com/q-experience! Cheers,

Calendar

Aug. 8-9 Aug. 9-11 Aug. 12-14

Expovending & OCS 2012 - São Paulo, Brazil

Aug. 16-19 Aug. 16-18 Sept. 9-10 Sept. 11-13

12th Annual Roasters Guild Retreat - Skamania Lodge, Stevenson, WA

Sept. 19-21

Eu’Vend + coffeena - Cologne, Germany

Nordic Barista Cup - Copenhagen, Denmark Western Foodservice & Hospitality Expo - Anaheim, CA

International Tea Fair - Hong Kong The Canadian Coffee and Tea Show - Toronto, O.N Tea Connections: The North American Tea Conference

Sept. 20-22 Sept. 20-22 Sept. 21-23 Sept. 21-23 Sept. 21-23 Sept. 21-23 Sept. 22-23 Sept. 23-25 August 2012

Coteca - Hamburg, Germany Pacific Coast Coffee Association 81st Annual Convention - South Newport Coast, CA Latte Art Championship - Seattle, WA Coffee Fest - Seattle, WA DaVinci Presents: Americas' Best Coffee House Competition - Seattle, WA America's Best Espresso Competition - Seattle, WA Coffee & Chocolate Expo - Puerto Rico Florida Restaurant and Lodging Show

Roaster Insights

ou might be a renowned large coffee company evaluating alternatives for your outdated roasting technology or an emerging coffee shop looking to start roasting on your own. One thing can be hard for both - choosing the perfect roaster. In this article, we consult some of the front-runners of the roaster-manufacturing world, so that you can get an idea about what each of these manufacturers has to offer your business.

For the Heavyweights Scolari Manufacturing System

It is no secret in the industry that if you are a really big company that cares about high quality and consistency, you have to go for a Scolari roasting system. This is not just a single roaster, but also a complex system that includes everything to take care of your coffee, from the time it arrives to a factory to its individual packaging. I had a chat with Howard Weiss, the company’s representative in North America, to ask him some questions about his roasters. V. How big are the roasters you are selling? W. We mostly sell four-bag and six-bag roasting systems. We sell the entire factory, and it is very important, especially today because most companies want our systems to control every movement of their coffee. Each movement gets databased, so we know where the coffee is throughout the factory. We know where the coffee came from and we know where it is going. And to do that, all pieces of the equipment have to talk to each other; everything is networked together. V. What is the key feature of your roasting system? W. Everything is controlled by a highly sophisticated software program. We are the first company to introduce profile roasting driven by a computer, and we have a lot of experience in that area, since this is our main focus now. V. Is servicing machines easy? W. It is very rare that one of our technicians has to go on a service call. We can see the entire factory remotely from US or from Europe. If something happens, we control the program remotely and walk people through. There are usually no mechanical issues because the roaster is very robust and strong. It is built to last for more than 20 years.

For the Mid-Sized Loring (Models: 33 and 77lbs)

There has been lots of buzz in the industry about the energy-efficient Loring Smart Roasters and their Flavor-Lock Roast Process. I have interviewed Loring’s owner Ron Kleist about his products.

V. What is the Flavor-Lock Roast process? K. It is our patented process and what it refers to is where the burner is in the system. Our burner is in the cyclone, and that’s the key to

by Maxim Vershinin why our roasters are so consistent. In our case with the Flavor-Lock Roast Process, because it is slightly pressurized, low on oxygen and has high humidity, the tendency is to roast the same time after time. For most of our customers, if you walk in on any day and you watch what they are doing, there is nobody standing at the roaster controlling it. They have learned to trust our profile roasting modes enough, so that they let the machine run on its own. V. What is the most important benefit of Internet connectivity in your roasters? K. The biggest benefit of it is that you can download and upload roast profiles. In the end of a roasting process, our roaster sends an email message that contains all of the information about the roast, so that you could use all of the information needed. V. What are the environmental benefits of your roaster? K. The advantage with our system is that it is inherently smokeless. No smoke escapes the cyclone, so you don’t have to upgrade your system with the afterburner or filtration in order to adhere to government regulations. So we are clean and green with the lowest carbon emission of any roaster that we are aware of globally, including those without an afterburner.

Probat (Models: 1.5 to 1300lbs)

Germany originated Probat roasters have been around since forever. Your great-great-great grandfather might have roasted on Probat back in the days. More than a century of experience has made Probat one of the best existing roasting equipment manufacturers. We have had a chat with Probat’s representative Tim Larsen to answer our questions. V. Why do you think Probat is so successful at meeting the demands of such a broad range of clients from small to large? L. Probat as a company has been around since mid 19th century. We have produced many roasters of all different sizes from shop tabletop roasters to very large industrial roasters. Our extensive experience allows us to produce roasters that meet the varying demands of our customers. Not only we have equipment that is suitable for the range of customers that you describe, but we also have the engineering and the technical know-how to deliver the right solutions to coffee roasters. V. Do you help your customers with adhering to environmental and operating regulations in their area? L. Regarding our capabilities to support the emissions permitting process, yes, we can walk through what the requirements are and deal with the particular agencies directly to make sure that our clients have the appropriate installation and operation permits. We are also very adept at finding the suitable emissions controls and August 2012

measures that are necessary to satisfy the requirements of the area that the roasters are being installed. We know the various roasting emission control technologies (whether it be Thermal Afterburners, Catalytic Oxidizers or Regenerative Thermal Oxidizers) and we know what they are capable of, and what they are not capable of, and we can specify the right options for the particular environment that our customers are in. V. What is the benefit of the Probat Burns perforated drum roaster? L. Probat Burns also offers the Burns type roasters with a perforated drum, which leads to much more efficient heat transfer than the solid drum roaster. This roaster was developed in the 1930s, and it is a roaster that has been extensively utilized in the U.S.

For the Crafstman in You San Franciscan Roaster (Models: 1 to 300lbs)

Everyone is looking for the “new thing,” but the San Franciscan Roasters are old school and their customer base is more traditional. For them, coffee is very broad and everyone’s brain works differently: some want the technology bells and whistles and some focus on the art and craft of roasting. Coffee/Per Inc.’s owner Bill Kennedy answered some of our questions about his product. V. Why do you take a more traditional approach when it comes to roasting? K. Coffee roasting has been a craft for centuries. It’s only been recently that process controllers have been added to modern-day coffee roasters. Though these controllers add a benefit to production roasting in larger volumes, we find that there is a strong human desire to develop and master the craft of artisan roasting. We cater to the artists or craftsmen/women that desire to maintain that human interface with the craft. V. With less automation comes more responsibility from the master roaster, how do you help to educate your customers? K. Our customers are invited to come to our factory to take on basic roasting techniques as well as how to maintain the roaster they purchased. It is more like learning to solo in an airplane after taking a few hours of lessons. We teach the customer how to “solo,” but beyond that it takes practice and experimentation. The practice and experimentation is what scares a lot of people into wanting the controllers, hoping that a computerized approach will prevent them from roasting coffee in a bad manner. Years ago the U. S. Navy, with the advent of steam power, decided to stop training the midshipmen how to sail in small boats. However, over time it was found that accidents and mishaps occurred at higher levels, and it was determined that the sailors had not “learned” the sea. Sailing was re-introduced

continued on page 12

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Roaster Insights

continued from page 10

into the course of study and the midshipmen left the academy knowing the ocean and its nuances. Knowing how to roast as an artisan will give the future roastmaster a much higher degree of awareness during the roast process. Of course, there is a place for controllers in the coffee business, but it isn’t for everyone. Monet painted many paintings, and they are all different, but easily recognized as Monet. Our customers enjoy the creativity afforded them by their own senses.

Something for Everyone Diedrich (Models: 1 to 772lbs)

Diedrich roasters are some of the most popular on the market. They feature infrared burners, automation controls and a broad range of products guaranteed to suit to the needs of large and small businesses. I have consulted the Diedrich representative about their roasters. V. What are the benefits of infrared burners in your roasters? R. They are more fuel-efficient because they take less time to heat up, but in addition to that they are cleaner because the emissions that come from the infrared burners that we use at Diedrich are significantly less than conventional burners. When you have an open flame burner, you have exhaust fumes that may affect the flavor of the coffee. On the other hand, with the infrared you are roasting with cleaner air that is not going to affect the flavor of your cup. V. What is Diedrich’s stand on Automated vs. Manual approach to roasting? R. What we are really about is coffee and providing the tool for the roast masters to get the quality in the cup that they are after. So, with that comes the need to do it the same all the time. You need consistency. And the Diedrich roaster is very consistent. That is really what we are most well known for. If you get it right, you can repeat that over and over again. What our Zenyth Automated Roast control system offers is control to the roast master, so he doesn’t have to be present at every roast. You can train somebody to input the right amount of coffee and temperature, and the Zenyth Automated Roast Control program will follow the profile that you saved and deliver the same cup that you would have made if you were in command. It really is a business tool. V. Why does Diedrich offers such a broad range of roaster sizes? R. We do really provide a wide range, and we do it because people who are just starting in coffee roasting business don’t necessarily realize how quickly their business will grow; we want them to be able to learn how to roast using our technology and then evolve further. Our target market isn’t limited to a particular sized client; our product is for someone who is interested in producing the best cup of coffee. Steve Diedrich is about the coffee and how to roast the best out of whatever coffee you have chosen.

Toper (Models: 2.2 - 530lbs)

Robust Roasters, based in Toronto, ON are the exclusive distributors of Toper roasters in North

America. Company owner Peter Trifonidis answered our questions about the Toper products they distribute. V. What makes Toper roasters special? T. First of all, they are manufactured very heavy duty. Secondly, they are all ETL approved. A lot of the roasters that are sold on the market now have ETL approved components, but they are not approved equipment. We have the appropriate approval for all of our roasters. Third, this company is a 3rd generation family business, so we have a history. We are probably one of the topthree roaster manufacturers in the world. V. What is your primary target market? T. We have two primary markets. For our shop owners we focus on the new roasters that are entering the market. We don’t just sell them the equipment, but we also provide the support. We have a roasting school a couple times a year, where we have people learning how to roast coffee, and get comfortable with the equipment. Another division of our company is the industrial side, where we provide turnkey solutions to the industrial customer. We can design, build, commission, and maintain any capacity roasting plant.

Roaster Authority (models: 2 to 310lbs)

Make sure to take a look at this manufacturer located in Florida. They offer heavy-duty insulated construction roasters in a broad range of sizes. Let’s see what the company’s owner Don Vining has to say. V. What separates you from competitors? V. All of our roasters have insulation, external cyclones, and modulating gas trains, which allow for a precise control of the actual heat to the coffee itself during the roast process. Another key difference from our competitors is that they are all full-batch roasters. What this means is that when we advertise our kilo size for that roaster, you are actually able to put in the full-batch weight of 2 kilos, 10 kilos, 15 kilos, etc. and not sacrifice any control or influence over that coffee while you are roasting it. V. What kind of automation controls do you offer for your roasters? V. The control system that we sell is a stand-alone system with a 15” touch screen monitor inside of it. It has a pigtail that is connected to the roaster. You are able to adapt this control system to other manufacturers and the only components you have to put in the roaster are 2 temperature probes and the modulating valve that comes standard in all of our roasters. Once installed, our system will monitor the roast as you do it, it will save the profile, and then you can repeat the process later on by bringing up this saved information.

US Roaster Corp. (Models: 2 to 662lbs) US Roaster Corp. is famous for its environmentally friendly roasters. Its owner Dan Jolliff has answered our questions about his products. V. What is the technology behind your environmentally friendly roaster? J. We are the only roaster on the market to

12 August 2012

recirculate using the catalyst. The catalyst allows us to operate the internal temperatures very much lower than the other roasters. We have two different paths of heating, so you could get the flavor of the drum roaster, while operating it with lower airflow temperatures of the air roaster. V. Are all of your roasters environmentally friendly? J. We produce two differently designed roasters. It is either an old school - big heavy, steel legs and open flame from the bottom, or a new school - very environmentally friendly. Both are very reasonably priced due to the fact that we are an integrated manufacturer, and both can be anything from 10 to 660 pounds in batch size.

The Starter Kit Sonofresco (2 models: 1 & 2lbs)

What if you are looking for the smallest alternative available for your coffee shop/cafe business? One of your best choices could be a Sonofresco tabletop roaster. We asked the Sonofresco owner Jerry Whitfield about his miniature products. V. What is unique about your roasters? W. It is the only roaster that is designed specifically as a cafe style roaster. By that I mean that you can actually see the roasting going on inside the glass jar, and it is designed small enough so that it could sit on the front counter in a cafe, coffee shop, or other retail establishment. Customers can actually see and hear the coffee roasting in front of them while they are waiting for their beverages. All other regular roasters, even the small drum roasters, are too big to have on a countertop. So, it has visibility and compactness; it can sit on the countertop in front of the customers. V. Is your company the only one out there producing table top coffee roasters? W. Yes, we still are the only ones doing this. There are smaller versions, which are designed primarily for home use, but those are a lot smaller. They don’t do anything about the quality and control over the roast. We are equivalent to the larger drum roasters in the way that we control the temperature, the time, and the profile. V. Are you planning on increasing the capacity of your roasters? W. We are not going to increase the size of our roasters because we would then defeat the purpose of it being the cafe style roaster. It is uniquely suited to the needs of large coffee shops. A big coffee shop does about 25 pounds coffee a day and they can do it on the day-to-day basis with one of these roasters.

So there you have it. Whether you plan to go big, small, old school, ultra modern, or environmentally friendly, the roaster industry is constantly growing and updating to your everyday needs for your coffee business. Taking on roasting will surely allow you to make a better connection with the product that you offer and will bring up your business to the next level.

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Roasting Accessories Increasing efficiency, quality, & Sales

by Ashley Prentice

astering the art and science of roasting is not an easy task. There are many variables to take into consideration. How will you best accentuate the idiosyncratic characteristics of the beans? How will this coffee be brewed? What are consumers looking for? All these factors are under the Roast master’s discretion. However, what about the equipment, tools and accessories that can aid the roasting process? Are there any tools that can help you increase efficiency, ensure quality, and maintain consistency? Increase Efficiency Improving efficiency should be a concern of every Roaster regardless of the size. However, for a medium size to commercial roaster, efficiency, or the lack thereof, has a substantial impact on operational costs. One of the biggest concerns as a growing roaster becomes ‘how can we move things from point A to point B using the least amount of energy, time, and labor?’ This is when installing conveyors is optimal. According to Jeff Dudas, CEO of Spiroflow “Some of the main benefits of automating conveying are the decrease of labor costs; improvement of sanitary conditions; dust control; improved efficiency; and reduced energy consumption.” In addition, “Conveyor’s will avoid repetitive stress injuries employees may suffer during the operating process,” says Dudas. According to Karl Seidel, Marketing Manager at Cablevey Conveyors, “Getting efficient means constantly examining and improving upon processes. Getting a grasp of what those efficiencies are for your unique brand is what building a business is all about. A conveyor is one small part of the mix – but it’s a business decision based on efficiency, safety and your ability and willingness to grow your business.” Moreover, many roasters are trying to diversify by providing not only different origins and roasts, but also flavored coffees for consumers. One of the latest trends Dudas sees is “Companies are interested in adding flavors and vitamins.” For this, “Spiroflow provides Flexible Screw Conveyors that will automate that process by adding the mixed ingredients to the ground coffee.” Increase Quality To increase quality, as well as ensure consistency, the Agtron scale or tiles are essential. Carl Staub, President of Agtron says, “We want to make people aware that they can have more control over the roasting process.” Staub continues to explain; “The M-BASIC II does not look at the color of the coffee or the lightness or darkness of a sample. Instead, it measures the amount of near-infrared energy at specific wavelengths reflected from the surface of a sample. The wavelengths selected relate to compounds that

directly correlate to the development of soluble organics.” Since the flavor of coffee is related to soluble organics, by ignoring color and concentrating on the development of organic compounds, the M-BASIC II is capable of identifying subtle changes introduced by various roasting strategies. It also provides a much more accurate and repeatable method for monitoring roast consistency. The Agtron scale is not targeted only to big commercial roasters. It is designed for any roaster that wants to create an exceptional cup. According to Staub, “We were surprised to learn that 40% of Agtron scales are sold to specialty roasters that roast around 12 kilos” Roasters that are motivated by more than consistency but achieving excellent quality should be looking to use this device. Another important step in ensuring quality, as well as creating different roast profiles is sample roasting. Sample roasting allows you to determine the characteristics of the bean and quality, while experimenting around with roast degrees. Some of the most widely used sample roaster brands are Probat and Sample Pro by Coffee Direct Pro. Nevertheless, sample roasters can be expensive. A good and cost effective option is using a home roaster that will still give you a good impression of the coffee. According to Marisue Drumm, National Sales Manager at Nesco, “The Nesco Coffee bean roaster is designed to roast small batches of raw coffee beans...Warm air combined with a powerful agitator create an even roast and uniform color.” In addition, Drumm suggests diversifying income sources “By offering a home roasting product, roasters also have the ability to sell raw beans directly to consumers, which can expand their sales.” Be aware of your consumer; determine what they are looking for and find ways to expand your product offering according to their needs. Increasing quality, efficiency, and sales is a constant effort our industry is looking to achieve. However, it is not an easy task to ensure your roasting business is constantly thriving to achieve these goals. “Roasters respond best to offerings that provide them with the flexibility and control needed to achieve a consistent high-quality product,” says Matt Cook, President of LBP Manufacturing, Inc. “As a solutions provider, we understand that it’s all about staying true to the integrity of the bean because – now more than ever – that’s how customer satisfaction is built and maintained.” Having the right tools and equipment is an investment that will help save time, money, and energy while improving your processes and methods. Not only is this essential to be a profitable business, but also to guarantee customer satisfaction.

Colombia: A Heart of Opportunities

hut off by the world for many years, Colombia’s bad high debts and internal conflicts with drugs, violence, and Guerrilla warfare scared public away from engaging in many business and tourism ventures that had to do with the country. However, this is not entirely the case anymore. Maybe it is the beauty of the mountains, the people, or the exotic fruits that taste like they are from the Garden of Eden, but within a few hours of being in the country you wish you had planned a longer stay. The country’s richness in culture, beauty, flora & fauna, and natural resources has always been a mostly untapped potential. Finally, the country has come into its own and travel, tourism, export and foreign investments are improving national prosperity and increasing world recognition.

On May 15, 2012. The Free Trade Agreement between the United States and Colombia was finalized. Giving way to a new market and new opportunities.

by Ashley Prentice In order to help seize this new market, in June 2012, ProExport held a matchmaking forum between 250 local exporters, and 150 international buyers aiming to promote around the world the fish farming, livestock, agricultural, and agroindustry sectors of Colombia. Ashley in Plaza de Bolivar Through these forums ProExport is hoping to eliminate the middleman and provide opportunities for direct trade relationships between Colombians and the rest of the world. Colombia is not wasting any time. In the past few months talks about Free Trade Agreements have started with Costa Rica, Korea, Turkey and Japan. Being a country with overabundant natural riches has allowed the country continued on page 24 August 2012

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Peru – The New Gold of the Andes

by Miles Small

n the road up toward St Ignacio in the heart of the Coffee region of Northern Peru, I am struck by how far we are from the ports on the Pacific, or anything else for that matter. We are already five hours out of Chiclayo, headed toward Jaen, and then ultimately St Ignacio within sight of the Ecuadorian border. We are going deep to find those coffees in Peru that deliver the unique qualities I have come to expect from Peru. To those who know me, it should come as no surprise that Peru is one of my favorite countries – not because of the cuisine (which is extraordinary and always a surprise) but because of the entire Peruvian coffee industry’s intense desire to lift the international status of their coffees to premier levels.

The Agricultural Ministry in Peru recognizes the challenges faced by the coffee industry in Peru and especially the great benefits potentially available through changing the current system. Although there are enormous political and powerful business interests to overcome, the Ministry understands that internal supply chain innovation is necessary in order to become a world-class Specialty coffee supplier. And change is happening, one the most highly regarded farmer organizations in Peru is CENFROCAFE in Jaen– high in the Andes. This Cooperativa is organized around 84 farm associations and six dry mill processing and finishing associations, which funnel the coffee through the finance, marketing and sales office in Jaen. All of this is taking place above 1000 meters altitude. This organization provides direct access to international markets for thousands of farm families. Approximately 92% of the coffee moved through CENFROCAFE is certified Organic and 100% is certified Fair Tradetm. Instrumental to the success of CENFROCAFE is the high level of access and communication between all elements of the association. Members must be prepared for continuing innovation and reinvestment in order to meet the quality standards of the Cooperative.

Lifting the perception of Peruvian coffee however is no small task. Peru is the fifth largest exporter of Arabica coffee worldwide. However, the country faces daunting challenges as it hopes to capitalize upon the foreign exchange potential of its coffee crop, not the least of which is the sheer vastness and inaccessibility of the country itself.

One such processing association is Casil, Ltda in St. Ignacio Peru. Deep in the coffee growing region in the northern tip of Peru and within sight of the Ecuadorian border, this dry mill is within easy access to the entire region and receives coffee daily during harvest. Coffee processed on the farms is quickly consolidated through the farm associations and transported Casil for finishing and dry mill processing. The Coop is financing construction on new warehousing facilities for storage in parchment and storage in anticipation of markets. A full cupping lab rounds out the mix with a “Q” grader on-site for grading and quality control. The level of professionalism at Casil, and throughout the Cooperative shows in the faces and pride of its members, the numerous international customers purchasing their products at significant premiums, and their consistent success at cupping competitions against other Peruvian coffees.

Peru is split by the Andes Mountains, the powerful uplifted monumental peaks that stretch from Punta Arenas in Chile to Lake Maracaibo in Colombia at an average height of 4000 meters (13,000 feet). As the west of Peru is startlingly arid, the eastern sides of the Andes are overwhelmingly lush and here is where the coffee grows. Traveling to the coffee growing regions on oftenperilous roads and mule trails, these farms and communities are nurtured by the many furious rivers, headwaters of the Amazon, that cascade out of the highlands, embarking on the journey to the South Atlantic. Of all the Latin coffee locations I have experienced, the region around Jaen and northern Peru is by far the most lush and verdant; and very far away from the consumers who crave their coffee. Coffee grown in this region must cross the spine of the Andes over dangerous and lawless roads to the dry mills in Jaen, four hours away, and then on to Chiclayo over eight more hours onward. It is the dual challenge of nature and infrastructure – and the often cross purposes of their goals – that define the difficulties. Roads with perilous grades and shoulders rising and dropping like roller coasters through the mountains, interspersed occasionally with tiny hamlets wedged between the road and abrupt cliffs dropping hundreds of feet. Nature often reclaims these roads through massive landslides that scrape the efforts of man from their precarious mountainside perches. Because of these, and many more challenges, development of more efficient supply chain innovations is slow and expensive. Most coffee in Peru is wet milled on the farms using small pulpers and ad hoc patio systems. Farmers reduce the moisture content to approximately 20% and then transport the “almost finished” coffee to the dry mills. According to Isabel Uriante Latorre, the General Manager of PROASSA, the primary dry mill for Café Feminino in the North of Peru, the wet processed coffee typically is delivered from the farms every two weeks. PROASSA is in Chiclayo, the major urban center in this part of Peru and is at sea level. This decentralized system inevitably leads to potential inconsistency in quality and provides a fertile environment for fungal development and rot.

This antiquated in-country supply chain is a direct result of the market driven environment that existed up into the 1970’s, what I think of as the “Pre-SBC/Starbuck’s Era.” During this period, there were relatively few buyers, and their focus was on quantity and immediate supply rather than quality and value differentiation. The coffee industry in Peru made the strategic decision to place large consolidated dry mills closer to the ports and transportation network along the Pacific. A clear advantage at the time but in today’s market, handling coffee in this way is not considered “best practices.”

We had the opportunity to meet two farmers, who are members of Casil, and hear their stories. Both were extraordinary in their affirmation of quality and the happiness of being part of a larger world through the Cooperative. Here is the foundation upon which a new and modern Peruvian coffee culture will be built. David Bisetti, owner of Bisetti’s and Arabica cafes in Lima along with Hannah Scranton, as well as KC O’Keefe, owner of Café Verde in Lima all believe that the activities of CENFROCAFE, and other actively supported innovations by the Ministry of Agriculture, will serve as potential models for demonstrating to the world that Peru is truly a world-class supplier of some of the finest coffees in the world. The coming Expo Café in Peru in November will once again demonstrate Peru’s commitment to continuous improvement as the ethos of quality expands throughout Peru. For more info on Peru including video interviews with David Bisetti and Hannah Scranton, KC O’Keefe, as well as farmer interviews, photos and much more, visit www.coffeetalk.com

August 2012

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CoffeeTalk launches Coffee Adventure Travel

itting on stone, 40 feet below ground level in Northern Ethiopia, staring up at the great stonework of King Lalibela, the 12th century King of Ethiopia, you are struck deeply with the majesty of this place and a profound sense of wonder. Chipped by hand with simple tools, over 28 years King Lalibela oversaw the construction of his New Jerusalem. To avoid it befalling the same fate of the recently destroyed Jerusalem, in Israel, he had the three story buildings carved down into the native stone. Built entirely from single massive stone outcroppings, the complex of 14 churches, and other structures, including Lalibela’s own palace can only leave you in silent awe.

of coffee, and what better place to start than Ethiopia, the origin of coffee itself. Join us for 14 days and 11 nights of adventure in the land of Kaldi. The trails and climbs are difficult; the vistas are incredible; the range of culture is mind-blowing; and the coffee is beautiful. Of course, we will travel to Sidamo and Yirgalem to visit cooperatives and farms and we will experience the traditional Ethiopian coffee ceremony many times in many ways. We will have the ultimate coffee experiences mixed with extraordinary life experiences. CoffeeTalk is partnering Group International Specialty Travel, one of the most respected international travel companies, Ethiopian Airlines, and Ethiopian Travel Adventures to bring you the most wonderful experiences and cultural adventures. Come along, there is only room for 20 guests so act quickly.

So, ask yourself, how many of us in the coffee industry have seen this site? Even though so many of us have been to Ethiopia on business, my guess is not many have really seen Ethiopia. We fly to origin with one purpose – to see and rate coffee. Then we hurry back to Addis and back to work. Here is the profound question, how can we say we are more than mere traders if we do not take time to truly understand the countries where we buy coffee? Thinking of Ethiopia as only coffee is not doing justice to Ethiopia and the people who grow the coffee; their values, history, and hopes. From this question, CoffeeTalk developed and launched Coffee Adventure Travel (CAT for short) to explore this gap in our understanding of the origins

CoffeeTalk is excited to announce Coffee Adventure Travel, hosted by Miles and Kerri Small of CoffeeTalk Magazine! Our first trip is Ethiopia & the Birth of Coffee: Exploring the origins of Coffee, from Kaldi and Beyond 11 hotel nights / 14 days $6399 (based on double occupancy) INCLUDED HIGHLIGHTS • Round trip non-stop flight aboard Ethiopian Airlines new Boeing 777 inclusive of fuel surcharge and air tax from Washington D.C. to Addis Ababa. • Four internal Ethiopian flights inclusive of fuel surcharges and taxes. • Private tour of the Sidama Coffee Farmers Cooperative. • Private tour of the Yirgacheffe Coffee Farmers Cooperative. • Enjoy special seating at the Ethiopian Coffee Commodity Exchange in Addis Ababa. • Visit four distinct tribal villages and be amazed of their lifestyle, social infrastructure that is reminiscent of bygone eras. • Visit the colorful weekly Key Afer market, a congregation of various tribes trading their wares. • Cruise on Lake Chamo for an up-close look at hippos and crocodiles. • Cruise Lake Tana with its 37 islands, 30 islands have churches and monasteries. • Visit two UNESCO World Heritage Sites. • Gondar, considered the “Camelot of Africa”, an old imperial capital from 1635. • Lalibela the “Petra of Africa”, known for its majestic 12th century rock hewn churches. • Addis Ababa, with its spectacular museums and churches. • Private seating at the Ethiopian Coffee Commodity Exchange in Addis Ababa. • Traditional Ethiopian dinner with entertainment at a local restaurant.. • 11 Breakfasts, 10 Lunches, 12 Dinners

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August 2012

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growing coffee in the desert? Tea from the uSA? The highestquality cocoa beans thanks to patented fermentation technology? You’ll find answers to these questions and many more about the future of the coffee, tea and cocoa markets at the international CoTECA conference from 20 –21 September 2012 in Hamburg, germany. Ideally complementing the specialist trade fair, topics that go far beyond daily business will be dealt with, for example the effects of climate change on cultivation areas or the impact of financial markets trading on commodity prices. Don’t miss this fantastic event to gain an overview of the market’s latest developments, gain important international business contacts and have exciting discussions with our experts.

SPEAKERS WILL INCLUDE Elena Binkhuijsen, Utz Certified, Netherlands • Christian Bunn, International Center for Tropical Agriculture (CIAT), Colombia • Marcel Clement, Rainforest Alliance, USA • Barbara Dufrene, publisher of “La nouvelle Presse du Thé”, France • David Foxwell, Coffee & Cocoa Intl. magazine, uK • Heneage Mitchell, STiR Magazine, Thailand • Jane Pettigrew, expert on tea, independent consultant and author, UK • Stephen Pollard, TRX Futures Ltd., UK • Rainer Renner, Commerzbank, Germany • Marco Sinram, gebr. Wollenhaupt, Germany • Susie Spindler, chairwoman of ACE (Alliance for Coffee Excellence/Cup of Excellence), uSA

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Retailer Profile: Something is Brewing in California by Maxim Vershinin Brew Coffee Bar 2425 Colorado Ave Santa Monica, CA 90404 www.brewcoffeebar.com joy@brewcoffeebar.com

e always try to profile business owners that can offer some unique advice and showcase their bold business moves within the industry. Today isn’t an exception, as we head down to Santa Monica, CA to chat with Joy Park, the CEO of Brew Coffee Bar. V. What made you get into the coffee business at such a young age? P. I got into coffee because I was drinking crappy coffee my entire life, and living in Los Angeles I saw a pretty huge void in terms of good coffee. That is why I wanted to get into the coffee business. My partner Charm and I both went to Cornell for hospitality, so this is very important to us, we really care about service nationally. He opened up a coffee shop in Boston, which was really successful. I wanted to open something in L.A., so we teamed up and started Brew Cafe Bar. We opened up our first location in Santa Monica about 9 months ago, we are open in Yahoo center, and we have a coffee truck as well, which we run daily around downtown. We came in for the purpose of spreading good coffee as quickly as possible. All these great little coffee shops in L.A. and even in the greater parts of America, are all in these small neighborhoods that are hard to get to, and some of them are a little pretentious. I realized sometimes it’s difficult to actually have access to some great coffee, so our intention was to bring coffee to the people. That’s how we approached this market, which is why we are in Yahoo center right now. We understand that not everyone knows about great coffee, not everyone is willing to drive and walk through that alley and get to the coffee shop on the corner.

V. How did you get your training? P. I needed to be able to do the craft. I am not one of those owners that are hands-off; I am really hands-on. So, I actually got training in Portland by Stumptown coffee roasters. We got our official training there for a week, and then got constantly trained for the next 10 months. We had them send two trainers for at least a month and half. What is great about us is that we brought in experienced skilled baristas. Then we added on the Stumptown training, and so we have amazing baristas. For me, there is a difference between someone who cares about coffee, who does it as a career versus someone who just considers it as his/her side job. I went through over 400 apps and interviews to find a great team of less than 10 people, and I am happy about that. Some even moved from out-of-state to come join our team. I want to build and maintain a work place where our team members are comfortable. You have to put the best people together, but you have to make sure that they get along. I think that is what is a little different from our company in terms of how we hire, how we keep our employees, and how we have a lower turnover even in this industry. V. Coffee Truck! What is the idea behind it? P. We really wanted to do a mobile cafe, and doing so has been a great experience. We realized we could build a coffee shop anywhere. You give us 100 square feet of space, we will make it work and run efficiently. It has been 3 months now, and we are the very first coffee truck in Los Angeles. L.A. is the hardest place to get a permit from. What we did different is that we didn’t get your coach-roach average 1980s truck, instead we took a Mercedes Sprinter van and uplifted it with La Marzocco machines and grinders. It has been great so far. We are doing events with it, so the truck has been very busy. That truck is great in terms of doing something unique on the side and attracting a different market. We did the Easter Sunday Church event and the Porsche

20 August 2012

Boxster launch among others. I am very fortunate that we got it passed because it was a very difficult process to go through. V. Anything you want to share with the coffee community? P. What I find unique about this business is how people’s view and their relationship with coffee are almost traditional. People are used to what they know and coffee is a daily habit. When Starbucks came to the market, people believed that they were a superior product. That is why I respect Starbucks, because they did change the perception of coffee; but the thing is, they just stopped right there. That did bug me and motivated me to start a coffee company of my own. There is actually really good coffee out there from roasters that go on direct trade with the farmers. The farmers grow better beans. The quality control starts from the cherry and Stumptown roasts beautifully. We take it a step further and we have a great team of baristas that can actually craft whatever you order to its honor. It has been a great journey for me educating and opening people’s eyes to what really great coffee is. That is why I am really excited. If I can change someone’s view about coffee, then I believe the knowledge should be shared. For me there are no boundaries, no perfect cup of coffee, no perfect latte art and no perfect baristas. There’s always room for more.

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Roasting in Korea – Stepping up to the quality challenge

by Rocky Rhodes

photo: Trish Rothgeb

alking down the streets of Seoul, Bussan, and other cities in Korea, one is amazed at the number of coffee shops. On one city block in Seoul you might pass more than 10 if you are looking. In Seoul the retail stores are at street level, basement level and often the second story of the building. The other thing you might be shocked to see is the number of shops that have 1kilo or smaller roasters in their shops and roasting every day. The question is, “Are they doing a good job roasting?” At an event some years back, Ric Reinhart, Executive Director of the SCAA, spoke to a group of industry professionals that had gathered to do the good work of the association. He said (and this is NOT an exact quote) “If someone getting into the industry asked me what they should do when opening a coffee shop I would tell them to open a roaster-retail store.” The roasters in the room were not amused by this as they made a living roasting and wholesaling to new coffee shops. Was he trying to kill that business!?! Upon reflection one could see the subtlety of what he was saying, and figure out that what has always been true in the industry; there is enough business for everybody as long as we make quality a priority. If new shops open and roast, they will drive more and more consumers to quality coffee and away from the mediocre coffee. If there are more customers demanding it, there will be more customers for quality wholesale coffee as those that don’t roast try to upgrade. The true challenge is this: Just because a company is roasting their own coffee does not mean it is a superior product. If you are not providing quality coffee it will confuse consumers even more and could send them back to reliable and predictable coffee. So there are several challenges to this new phase of in shop roasting. A great case study is to look at what is happening in Korea and learning from their successes and failures. Let’s take a quick look back before we look forward. United States: We roasted coffee in our homes in the 1800’s and early 1900’s. We moved away from that experience in the mid 1900’s with the industrial revolution putting coffee in a convenient can on the grocery store shelf. In the 1960’s and moving forward, some coffee extremists found quality in a cup by small batch roasting and started the specialty coffee market. People and shops were resistant to roasting their own and were happy to have an industry professional do it for them and deliver fresh roasted coffee each week. Consumers now enjoy coffee all day but it is dominated by our grab and go ‘need coffee’ mentality instead of an ‘enjoy coffee’ one. Korea: Drank tea for 6000 years, and got infiltrated by the West’s craze for coffee about ten years ago; Deciding to imitate and improve on our product. Coffee houses sprang up everywhere providing a social place to enjoy each other’s company over a delicious cup. Coffee is consumed as a means to gather. Seldom are shops open at 6:00am for the commuter but more often until 11:00pm for the late night meeting. Challenges for the small roasting operations are similar between our two countries, but addressed differently.

Challenge 3: Supply of Quality Green Coffee In the US many of the roasters offer a range of coffee. They will offer ‘the house blend’ for the grab and go customers. They also offer ‘high end’ coffees for those customers that will sit and enjoy it or that want a pound for home. Many also wholesale blends to other restaurants and coffee shops. This means that US roasters buy grades 1-3 and carry more inventory. In Korea the small shops roast to order for their shops and customers. They are all competing to buy the new 90+ coffees and to celebrate them as single serve drinks. At Square Garden Café, Sung Hui Park will even hand roast coffee over the open flame of the stove while you wait. This puts pressure on importers to hunt for, and contract for, grade 1 coffee that scores high. Not a lot of coffee is consumed in the home as it is a social drink rather than the morning fuel. Challenge 4: The Big Chains In the US, specialty coffee is driven by the chains. They are often seen as the marketing departments of the small roasting shops. The best thing that the chains do is to move people from the grocery store canned coffees to a better cup. Then a subset of those people go on to demand great coffee and find the local roaster. In Korea, the chains are attempting to be large versions of the small shops and tend to still offer hand pours and focus on roasting their own as a selling point. They tend to be much more direct competition for the ‘little guy’. Challenge 5: Differentiation in a Saturated Market In the US you can still differentiate just by the fact you are roasting. The next thing you can do is single serve or hand drip the coffee. In Korea since they already roast and hand drip, differentiation comes with interior design and food pairing. The chains don’t do this very well so the small shop still can have a competitive advantage. Challenge 6: REALLY Understanding Quality In the US we get together, share ideas, train each other and try to make the industry stronger. We innovate things like the SCAA scoring system and the CQI Q-Grader certification so we can improve the entire supply chain. The US also believes in the value of practical experience and trial and error. In Korea, if imitation is the best form of flattery, then the US should be VERY flattered. Koreans are committed to continuing education but generally try not to share ideas amongst themselves. They look for formal schooling and certifications like those offered through SCAA and CQI. This is why Korea has about 4 times as many Q-Graders as the US. First year baristas are getting certified. They want to know how to do things right up front, the first time.

In Korea the roasters are often 2 kilos or less. Cheap vent pipes exhaust the smoke and neighbors think it smells great.

There are some absolutely stunning examples of quality in both countries. In the US however there is a higher likelihood that a new roaster is going to produce a high quality product as the industry will make sure they have they knowledge to do so. In Korea there is ‘book learning’ but sometimes the person that wrote the book was not a coffee professional. As the SCAA continues to spread the knowledge around the world, countries like Korea will continue to improve. In Korea there is also a desire to be BETTER than the competition, and a resistance to sharing information. This desire compensates for the cultural difference of non-collaboration.

Challenge 2: Training and Labor for Roasting staff. In the US there is a community of roasters that help each other. If you are just starting out you can join the Roasters Guild and access the talents and skills of other roasters. There are also consultants out there that will help write procedure manuals.

The bottom line: Both countries are committed to quality. Neither country will tolerate small roasters doing a bad job. In the US we will educate them and make them better. In Korea the poor roaster will solve the problem by going out of business. Either way, the quality will hopefully stay high and drive more customers to desire great coffee.

Challenge 1: Roasting in the City and Putting Out Smoke. In the United States most shop roasters are above 5 kilos (likely 12 kilos and up). Depending on where the store is situated it is often required to put on afterburners or sweepers. This adds installation costs, production costs, permits and inspections and often square footage costs.

In Korea it is tougher to find a mentor group. There are labs popping up everywhere that you can go and buy knowledge, although a lot of it is questionable. The SCAA licenses Roasters Guild classes to partners in Korea so they can actually get certified with the SCAA.

Rocky can be reached at rocky@INTLcoffeeConsulting.com August 2012

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Colombia

continued from page 14

to become the primary exporters of flowers into the United States, not to mention the wide array of exotic fruits and other agricultural products that can be found. Climate, and altitude have also made it possible to grow tea in certain regions. At the moment Hindú is the only company that produces tea in Colombia. In addition, companies such as Listo & Fresco are selling frozen fruit pulps, frozen fruits, pre- cooked vegetables, and Colombia’s signature Creole potatoes. Dr. Ricardo Vallejo, Vice President of ProExport stated, “We want to become a pantry for the world.” And this vision is not far from being true. So what does this mean for Coffee? This means you should expect to see not only green coffee coming out of Colombia, but also added-value products like roasted coffee, coffee concentrates, and confections. For many coffee farmers, such as the owners of Café Pitayo, the FTA is what is motivating them to go beyond exporting green beans. They have now diversified to selling roasted and ground coffee. For Rafico Gómez, Manager of Café Pitayo, the FTA has opened way for vertical integration. “This has allowed us to control and guarantee the quality of our coffee; control is not lost in the middle man.” Likewise, Miller Olaya Toro, Manager of the San Isidro Co-op, sees this as a new opportunity to reach the international market. San Isidro is an organization of 100 producers, which comprise a total of 700 hectares of coffee. Since 2005, they have participated in the Cup of excellence, winning five times. For Mr. Olaya, this is a great opportunity to promote coffee and products that are 100% from origin, as well as promoting their achievements of quality and sustainable practices. Representing women in coffee is Lucía Londoño Jaramillo, General Manager of Hacienda Venecia. She has looked to diversify and truly promote the culture of coffee in Colombia. This Entrepreneur woman is involved in her family’s estate farm located in Manizales, Colombia; she is selling everything

from green and roasted coffee to Barista training and cupping courses. Ms. Londoño comments, “We want the revenue from value added products to stay in Colombia and benefit our country.” Exotic Fruits in the Bogotá Market Guanabana, Passion Fruit, Peaches

Bogota from Monserrate

Exporters seekeng to sell Added Value Products thanks to the recent FTA

Juan Valdéz Coffee Shop

Plaza Bolivar

ProExport Colombia’s Matchmaking Forum in Bogotá, Colombia

Beyond the increase popularity in value-added products, Colombians are taking the initiative towards certifications. They are recognizing the need to differentiate Colombian coffees from other countries and stand out in the market. However, certifications are not the only competitive advantage that the national companies are seeking to acquire, inventiveness and innovation are a constant effort. Guava energy snacks; alternative sweeteners; frozen exotic fruit pulps; even flavored iced coffee machines, manufactured by Colcafé, that make Peach and lemon iced coffee (which amazingly was pretty tasty) are emerging from this transformed economy. According to Alberto Lora “Colombia is becoming an exporting platform for people who want to export to the United States and other countries.” Last September the Wall Street Journal accredited Colombia as one of six developing nations that “are being touted as the next generation of tiger economies.” These countries are known by the acronym CIVETS* (and no, I am not referring to the little coffee eating creatures who’s digestive track has become the latest coffee processing method). Even though Colombia still has struggles with security, this should not overshadow Colombia’s momentous achievements in reducing overall levels of violence. Colombia’s motivation to becoming a world economy is nothing less than admirable. * CIVETS - Colombia, Indonesia, Vietnam, Egypt, Turkey, and South Africa

NewsBites TRAVELER ZITA™: Winner of the 2012 Green GOOD DESIGN™ Award!

TRAVELER ZITA™ is officially the winner of the 2012 Green GOOD DESIGN™ Award organized by The European Centre for Architecture Art Design and Urban Studies and The Chicago Athenaeum: Museum of Architecture and Design! Nominated in the category Green Product Design competing with participants from more than 20 countries, TRAVELER ZITA™ was announced as a leading product emphasizing a more sustainable design and environment. Green GOOD DESIGN™ identifies and emphasizes the world’s most important examples of sustainable design boosting public awareness internationally. TRAVELER ZITA™ is a multifunctional, doublewall tumbler for cold and hot drinks. It includes the world-wide patented Tea Control™ Kit (as well as further pending patents), avoiding poor tea and over packaged tea bags. Soon available in three ravishing colors: apple green translucent, ruby red translucent, anthracite translucent.

Doi Chaang Coffee Company in the top 10 Small & Medium Size Enterprises at World Business and Development Awards 2012 Doi Chaang Coffee Company was shortlisted in the top 10 Small & Medium Sized Enterprises and was the only Canadian Company to be recognized at the WBDA held in Rio de Janeiro at the United Nations Conference on Sustainable Development. The international judging panel reviewed 115 entries from 38 countries to select the top companies delivering inclusive business models that are sustainable and commerciallyviable while expanding access for low-income people to goods and services, or improving their livelihoods by engagement in value chains as direct employees, suppliers or distributors, while also generating sales and profit growth. This is the third major international recognition for Doi Chaang Coffee Company within the past 5 months. In May, 2012 Doi Chaang Coffee Company received the “Company of the Year” award from the Thai Canada Chamber of Commerce and in November 2011 Doi Chaang Coffee won 3rd Place for “One Village One Brand” by the Asia-Pacific Economic Cooperation. For more information, visit www.doichaangcoffee.com.

24 August 2012

Have you perfected your blend & roast, but can't compete with single cup brews? Now you can break into the profitable single cup coffee market and offer your customers valuable addition to their product line.

Ask about our store brand and private label single serve coffee program.

The Paramount Story Previously the best kept secret in the Midwest, Paramount Coffeeâ&#x20AC;&#x2122;s strong product portfolio has helped us expand our presence regionally and nationally. We are large enough to be a coast-to-coast distributor and flexible enough to help you develop your own special blends, packaging and private label.

TWO RIVERS COFFEE, LLC INFO@TWORIVERSPACK.COM 201-298-3480

The only 100% Arabica, single-estate, usda certified organic, fair trade coffee from Thailand. Doi Chaang Coffee is ranked in the top 1% by Coffee Review.

Rich Schaafsma Vice President of Sales rschaafsma@paramountcoffee.com 800.968.1222 ext 2447

Gail Powers Sales Executive gpowers@paramountcoffee.com 800.968.1222 ext 2408

Beyond Fair Trade 50% Grower Owned

NewsBites Always the Perfect Cup

Paramount Coffee is proud to be one of the oldest and largest regional Roasters in the Midwest providing the standard single origin coffees to the exotic blended varieties. Founded in 1935, Lansingbased Paramount Coffee Company has over 75 years of experience and dedication to the coffee culture. Our roasting process has been perfected to unlock the unique characteristics of each bean. Passion for the craft brings every nuance of aroma and flavor to your cup, making every sip a true sensory experience. For more information, please visit www.Paramountcoffee.com.

Simpson & Vail, Inc. creates tea blends that are rich in taste with NO calories!

Simpson & Vail, Inc. introduced three cupcake teas to their dessert tea line at the World Tea Expo in Las Vegas. Red Velvet Cupcake, Carrot Cake Cupcake and Strawberry Cupcake teas join other dessert tea favorites such as: Almond Sugar Cookie, Apple Cinnamon Coffee Cake and Crème Brule, to name just a few. These flavored teas offer outstanding tastes with none of the calories that are found in the confections that inspired these blends. Simpson & Vail’s teas are certified kosher, blended on premises and made in small batches to ensure the freshest, most flavorful quality teas possible. Simpson & Vail, Inc is a mail order tea company that has been offering high quality teas, tea accessories, gourmet foods and coffees since 1929. For more information, please contact Jim Harron, Jr. at 203-775-0240 or email at JIM@ SVTEA.COM. Simpson & Vail’s web site is www.svtea.com.

Roaster Authority Announces Victory Brand Specialty Coffee Roasters

Roaster Authority is the manufacturer of the Victory brand specialty coffee roaster ranging from 1kilo to 140kilos as well as a full in house restorer of all other roaster brands and manufacturers of all makes and ages. Roaster Authority’s Victory roasters come standard equipped with digital bean read outs, modulating gas trains, insulated roasting drums and chaff cyclones, as well as oversized drums and cooling bins making them true full batch roasters capable of roasting the full advertised batch sizes. Roaster Authority has over a decade of experience in manufacturing, restoring, installing, repairing, and upgrading all makes of coffee roasters and related equipment. Roaster Authority also has the capability to upgrade your existing manual roaster to fully automated controls for consistency and repeatability of your specialty coffee. Roaster Authority can also custom tailor a service package for your roaster to catalog your roaster and routinely complete on site service and calibration visits throughout the year. For more information, visit www.RoasterAuthority.com.

Richard Wohlrab joins the Weldon Flavorings team!!!

Weldon Flavorings teams up with Richard Wohlrab to increase distribution of their coffee and tea flavorings. Rich has over 30 years’ experience in the Coffee Industry from owning his own business to working to help other companies grow their market share. He will be a great addition to their company both from a sales and marketing perspective. His last position was with Sara Lee where he was introduced to the Weldon family of products and was so impressed with the many benefits of the unsweetened coffee and tea flavorings concept he contacted them to become part of the tradition. Rich will be contacting chain accounts, roasters, and coffee

distributors to promote the Weldon Flavorings line. Rich is excited to introduce this value added product to the industry and can be contacted at (201) 294-7803 or emailed at richwohlrab@ comcast.net. For additional product information, please contact Weldon Flavorings at info@weldonflavorings.com or (502) 797-2937.

20 Western US Coffeehouses Announced as Semifinalist Competitors for America’s Best Coffeehouse competition

The Alliance for Coffee Excellence Elects New Board Members

• Tierra Mia Coffee Company - Huntington Park, CA • Wind Horse Coffee -Milwaukie, OR • Bird Rock Coffee Roasters - La Jolla, CA • Heart Coffee Roasters -Portland, OR • Green Earth Coffee Roasters - Lake Forest, CA • Grinders Coffee -The Dalles, OR • Augie’s Coffee House - Redlands, CA • The Woods Coffee - Lynden, WA • Klatch Coffee - San Dimas, CA • Anthem Coffee & Tea - Puyallup, WA • Brew Coffee Bar - Santa Monica, CA • Barracuda Coffee Company - Richland, WA • Pendl’s Bakery & Café - Driggs, ID • Roasters Coffee Bar - Richland, WA • The Place to Be - Canby, OR • Trabant Coffee & Chai -Seattle, WA • Mellelo Coffee Roasters - Central Point, OR • Jewel Box Café - Seattle, WA • Dog River Coffee - Hood River, OR • BlueSteele Coffee Company – Tacoma, WA

With four seats up for election the Alliance for Coffee Excellence (ACE) membership has chosen Flori Marin, Geoff Watts, Mark Dundon and Aida Batlle to serve on the ACE Board of Directors. These four will join international ACE Board members Kentaro Maruyama of Maruyama Coffee and Yoshi Kato of Bontain Coffee, both in Japan, Jason Long of Café Imports in the USA, Andreas Hertzberg of Solberg & Hansen in Norway and Bernd Braune of SUPREMO Kaffeerösterei in Germany to oversee and actualize the mission of ACE: to advance excellence in coffee. The Alliance for Coffee Excellence is a US-based non-profit that fosters appreciation for exemplary coffees and farmers through its global Cup of Excellence® program, training and other complimentary programs. For more information, log on to www.cupofexcellence.org.

Follett Announces Enhancements To Symphony Ice And Water Dispensers

Follett Corporation completed a series of enhancements to its industry-leading SymphonyTM ice and water dispensers. These upgrades include the incorporation of Agion® antimicrobial product protection1 into key ice and water contact components in all Symphony dispensers. Improving performance is part of Follett’s continuous quest to provide innovative solutions for healthcare, foodservice, and hospitality markets. high Additionally, the 12 Series dispensers have been upgraded to improve both the serviceability and the aesthetics of this popular model. For more information on specific modifications and enhancements, please contact your local sales representative or contact Follett Corporation at 800-523-9361 or email marketing@follettice.com. Information on Follett’s complete product line is available at www.follettice.com.For more information on specific modifications and enhancements, please contact your local sales representative or contact Follett Corporation at 800-523-9361 or email marketing@follettice.com. Information on Follett’s complete product line is available at www.follettice.com.

CoffeeTalk Magazine’s Ashley Prentice becomes certified “Q” grader

CoffeeTalk Magazine is happy to announce that Ashley Ashley Prentice Prentice, CoffeeTalk’s Administrative Director is CQI’s newest certified “Q” grader. Ashley, a native of Guatemala has grown up in coffee working on her parent’s coffee farm until she came to University in America, receiving her degree in Business Administration. It is a testament to her commitment to coffee that she was able to pass the “Q” on her first attempt. The “Q” grader certification is a designation that carries profound responsibility and is an important link in the pursuit of excellence and quality in coffee. One of the most difficult certifications in our industry, the trying weeklong testing period has been attempted by many but achieved by few. All of us at CoffeeTalk congratulate Ashley Prentice and we are proud to add her “Q” grader certification to the many honors our staff members bring to our business. Presented this 20th day of July, 2012 Instructor | Rocky Rhodes Location | Apffels Beverage Academy

26 August 2012

Da Vinci Gourmet and Coffee Fest are pleased to announce the 20 Coffeehouses that have qualified to compete to become the Western America’s Best Coffee House.

Now officially in the competition, each of the 20 Coffeehouses must race against the calendar to see who can garner the most support (votes) from their customers, friends, and fans between now and September 4th. Fan support voting occurs at www.coffeefest.com and is used in part to help determine the eight Coffeehouses that will advance to the finals at Coffee Fest Seattle in September. Additionally, fan voting will determine the order in which the final eight Coffeehouses will draw their opening round finals competition date and time. The twenty coffeehouses will also be evaluated by Coffee Fest and/or Secret Shopper judges who will visit and grade each shop on customer service, drink quality, ambiance, cleanliness, organization and efficiency. Once announced September 5, 2012 the final eight will begin preparation to travel to Coffee Fest Seattle where Coffeehouse expertise will be on stage as the eight finalists compete for first place, $2,500 in cash, the championship trophy, and the America’s Best Coffeehouse Western Championship title. For more information about America’s Best Coffeehouse competition and Coffee Fest Trade Shows go to www.coffeefest.com.

Ecom Foundation and Non-Profit Team Up to Fight Cervical Cancer

The ECOM Foundation has awarded Grounds for Health a twoyear $75,000 grant to bolster its work in establishing sustainable and effective cervical cancer prevention and treatment programs in coffee-growing communities. This grant will make it possible for the Vermont-based nonprofit to deepen existing prevention programs in Nicaragua and expand to new program sites in Peru. Grounds for Health has been establishing community-driven, locally sustainable programs to prevent cervical cancer in rural coffeegrowing areas since 1996. Over the past 16 years, Grounds for Health programs have been responsible for screening more than 34,000 women for this deadly yet preventable disease. Almost half of these women were screened by local healthcare professionals who had been trained by Grounds for Health. The skills and services that these doctors and nurses gain will remain in the community for years to come, keeping prevention services locally managed and maintained. Learn more about Grounds for Health at http://groundsforhealth.org or find Grounds for Health on Facebook (http:// facebook.com/groundsforhealth) and Twitter (http://www.twitter.com/grounds4health)

Introducing the new standard for single-serve espresso •18+ Bars of pressure •Biodegradable capsules •Espresso & Americano •Temperature control •Professsional results

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Singolo Ad .8 page.indd 1

www.daterracoffee.com.br

Advertisers Index

Company................................................... Phone..........................................................Web........................................................ Page

Agtron.......................................................................................................... 775.850.4600............................................................................................. Bridge Brand Chocolates.......................................................................... 415.677.9194............................................................................................. BriteVision.................................................................................................... 415.546.2029 ........................................................................................... Cablevey Conveyors................................................................................. 641.673.8451............................................................................................. Cafe de Costa Rica................................................................................... 506.22437863 .......................................................................................... Canterbury Coffee Corp.......................................................................... 1.888.273.8684......................................................................................... Coffee Fest.................................................................................................. 800.232.0083............................................................................................. Cup of Excellence...................................................................................... 406.542.3509............................................................................................. Curtis............................................................................................................ 800.421.6150............................................................................................. Daterra Coffee.......................................................................................... 330.941.2555............................................................................................. Descafeinadores Mexicanos SA de CV................................................. 522.717.127.066....................................................................................... Doi Chaang Coffee Company................................................................ 604.689.3312............................................................................................. Eagle Web Press........................................................................................ 800.800.7980............................................................................................. Espresso Me Services................................................................................ 360.213.0715............................................................................................. Everpure...................................................................................................... 800.942.1153............................................................................................. Fair Trade USA........................................................................................... 510.663.5260............................................................................................. Finum by Riensch & Held GmbH & Co.KG............................................ +49.407.34240.......................................................................................... Follett Corporation.................................................................................... 610.252.7301............................................................................................. Fres-co System USA, Inc............................................................................ 215.721.4600............................................................................................. Gaviña Gourmet Coffee.......................................................................... 800.428.4627............................................................................................. Grounds for Health.................................................................................... 802.241.4146............................................................................................. Hamburg Messe......................................................................................... 04.035.692.444......................................................................................... International Coffee Consulting Group................................................. 818.347.1378............................................................................................. Java Jacket................................................................................................. 800.208.4128............................................................................................. Knutsen Coffees, Ltd.................................................................................. 800.231.7764............................................................................................. Lasting Impressions..................................................................................... 425.822.6651............................................................................................. LBP Manufacturing..................................................................................... 800.545.6200............................................................................................. Loring Smart Roast..................................................................................... 707.526.7215............................................................................................. Melitta SystemService USA, Inc.............................................................. 847.717.8900............................................................................................. North Atlantic Specialty Bag................................................................... 877.827.5270............................................................................................. OptiPure...................................................................................................... 800.333.2556............................................................................................. Orleans Coffee Exchange........................................................................ 800.344.7922............................................................................................. Pacific Bag, Inc............................................................................................ 800.562.2247............................................................................................. Pack Plus Converting................................................................................. 909.902.9929............................................................................................. Paramount Coffee Company................................................................... 800.968.1222............................................................................................. Plastic Parameters Inc................................................................................ 877.594.0805............................................................................................. Pod Pack International, LTD...................................................................... 225.752.1160............................................................................................. Roaster Authority....................................................................................... 727.442.2727............................................................................................. Scolari Engineering S.p.A......................................................................... 856.988.5533............................................................................................. Service Ideas, Inc....................................................................................... 800.328.4493............................................................................................. Simpson & Vail........................................................................................... 800.282.8327............................................................................................. Smoothie Essentials Supplement-Boosts................................................. 415.382.6535............................................................................................. Spiroflow Systems, Inc............................................................................... 704.291.9595............................................................................................. Stalkmarket Products (Asean Corporation)........................................... 503.295.4977............................................................................................. TekPak Solutions......................................................................................... 416.505.3839............................................................................................. The Metal Ware Corporation................................................................. 1.800.624.2949......................................................................................... The San Franciscan Roaster...................................................................... 866.957.9233............................................................................................. Tightpac America inc................................................................................. 888.428.4448............................................................................................. Two Rivers Coffee, LLC.............................................................................. 973.685.6564............................................................................................. Ultimate Barista Challenge...................................................................... 503.232.1016............................................................................................. uVu Lid Company....................................................................................... 561.982 7770............................................................................................ Venco Business Solutions........................................................................... 800.762.9962............................................................................................. Vessel Drinkware........................................................................................ 855.883.7735............................................................................................. Vita-Mix Corporation................................................................................ 800.437.4654............................................................................................. Walker Coffee Trading Company.......................................................... 713.780.7050............................................................................................. Weldon Flavorings..................................................................................... 502.797.2937............................................................................................. White Coffee Corp................................................................................... 800.221.0140.............................................................................................

www.agtron.net .........................................................................................19 www.bridgebrandschocolate.com ..........................................................30 www.britevision.com .................................................................................11 www.cablevey.com ...................................................................................... 5 www.cafedecostarica.com .......................................................................29 www.canterburycoffee.com .....................................................................27 www.coffeefest.com .................................................................................... 6 www.cupofexcellence.org ........................................................................29 www.wilburcurtis.com ................................................................................11 www.daterracoffee.com.br .....................................................................27 www.descamex.com ..................................................................................30 www.doichaangcoffee.com .....................................................................25 www.eaglewebpress.com ........................................................................23 www.espressomeservice.com ..................................................................29 www.everpure.com ...................................................................................30 www.fairtradeusa.org ..............................................................................29 www.finum.com ............................................................................................ 7 www.follettice.com ....................................................................................21 www.fresco.com .........................................................................................21 www.gavina.com .......................................................................................21 www.groundsforhealth.org .............................................................. 28, 30 www.hamburg-messe.de ..........................................................................19 www.intlcoffeeconsulting.com .......................................................... 29, 27 www.javajacket.com .................................................................................13 www.knutsencoffees.com ..........................................................................30 www.lastingimpressionsgifts.com ............................................................30 www.lbpmfg.com ......................................................................................... 9 www.smartroaster.com ............................................................................... 3 www.melittasystemservice.com ...............................................................17 www.northatlanticbags.com ....................................................................27 www.optipurewater.com ..........................................................................29 www.orleanscoffee.com ...........................................................................29 www.pacificbag.com ................................................................................29 www.packplus.com ....................................................................................29 www.paramountcoffee.com .....................................................................25 www.plasticparameters.com ...................................................................17 www.podpack.com ....................................................................................23 www.roasterauthority.com .......................................................................24 www.scolarieng.com .................................................................................32 www.serviceideas.com .............................................................................30 www.svtea.com ..........................................................................................25 www.smoothieessentials.com ...................................................................27 www.spiroflowsystems.com ......................................................................15 www.stalkmarketproducts.com ...........................................................2, 30 www.tekpaksolutions.com ........................................................................25 www.nesco.com ..........................................................................................23 www.sanfranciscanroaster.com ...............................................................17 www.tightvac.com ......................................................................................30 www.tworiverspack.com ...........................................................................25 www.ultimatebaristachallenge.com .......................................................28 www.uvulid.com .........................................................................................31 www.vencosolutions.com ...........................................................................29 www.vesseldrinkware.com .......................................................................13 www.vitamix.com/thequietone ...............................................................30 www.walkercoffee.com ............................................................................23 www.WeldonFlavorings.com ...................................................................27 www.whitecoffee.com ...............................................................................30

VINEGAR with your

COFFEE?

Learn how mixing the two saves women’s lives.

groundsforhealth.org/vinegar

28 August 2012

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

Pacific Bag, inc. www.pacificbag.com 800.562.2247

Get ready to be delighted when

Rwanda & Burundi's

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

A Cup of Excellence winner must score 85 points.

BURUNDI International Jury – August 20-24 Auction – October 17 RWANDA International Jury – August 27-31 Auction – October 24

If it doesn’t say Cup of Excellence on the label…it isn’t.

Call us for a FREE quote on customized packaging!

We’re changing the world of coffee. Won't you join us?

E: info@packplus.com

www.cupofexcellence.org Your Partner for

Credible, Cost Effective, Simple Certification

EVERY PURCHASE MATTERS

Quality Products. Improving Lives. Protecting the Environment.

To learn more and join the Fair Trade USA Partner Network, please contact us at coffee@fairtradeusa.org or call us at (510) 844-1410

www.FairTradeCertified.org

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).

Espresso Machine

Chocolate

Vacuum Container

Green Coffee Importers

Dalla Corte Espresso Coffee Systems

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

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.

805.331.0564

www.dallacorte.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.

Dalla Corte gives you coffee pleasure and intuitive working down to the smallest detail with our Evolution Series and the perfectly shaped DC Pro Series. All of our machines utilize tried and tested multi-boiler technology.

Roasted Coffee

Charitable Giving

Non-Profit

Marketing

Coffee Analysis

White Coffee Corp.

Track the Impact 619.889.1997

Grounds for Health 802.241.4146

Lasting Impressions 425.822.6651

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

www.lastingimpressionsgifts.net

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.

Lasting Impressions can help you create mobile billboards for your brand that simultaneously promote your business and make your cash register ring. Drinkware | Apparel | Grab & Go

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.