September 2012 by CoffeeTalk Magazine

September 2012 Vol. XXV No. 9

www.CoffeeTalk.com

See Coffee Fest Exhibitor Listings Page 18

Building Healthy Profits page 10

Degassing Valve Advancements Cut Coffee Processing Time

Retailer Profile

Rocky Rhodes

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HNCT, LLC 25525 77th Ave SW Vashon, WA 98070

Jumpstart Your Café in 10 Successful Steps

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Contents

The View

Building Healthy Profits 10 Building Healthy Profits

Coffee Outback

Jumpstart Your Café in 10 Successful Steps

Degassing Valve Advancements Cut Coffee Processing Time

Coffee Fest Listings

Retailer Profile

A Little Jewel in Redlands, CA

14 Jumpstart Your Café in 10 Successful Steps

16 Degassing Valve Advancements Cut Coffee Processing Time

Who We are Owners

Rocky Rhodes

Roasters Helping Roasters

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

24 28

Newsbites

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

Design

Advertiser Index

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

Mailing Info

Feature

Building Healthy Profits

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

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

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

4 September 2012

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Letter to the Editor Pele Cries: As an organic Kona Coffee Farmer who sells half of his crop as green beans to roasters out of State, I am appalled that the Governor caved in to big money interests—from a mainland mega conglomerate and CEO Wayman, that owns Paradise Beverages (and thus Royal Kona, Lion Coffee). Sure, big coffee sellers are cheating already, but this will open the floodgates to selling anything as Kona, as any Kona as “Kona”—which currently means it MUST be “Prime or better”. The biggest trap all press people walk in regularly is set by Wayman in all of his comments and include: (1) The contention that he “represents” 100’s of farmers. Nope, he BUYS from them. He represents his billionaire mainland boss who is only interested in profit, nothing else. (2) He is persistent to belittle “the little farmers” and the press (as well as politicians such as Kokubun) swallow that without much critique nor analysis. 100’s of families make a living this way, not just Mr Wayman and his employees. (3) Most importantly, and that’s where all people representing Hawaii in some form make a huge mistake—Kona Coffee is still (currently) considered one of the best coffees in the world, and is the Big Island’s (and Hawaii’s overall) signature product. To water it down, to deflate its legitimacy, to degrade its quality and reputation would be a large loss to Hawaii. No wonder that mega growers in Maui don’t care about that—they are selling their less valuable product just fine. No wonder that some legislators want to equivocate “Kona” coffee with “Hawaii” coffee. Not all sparkling wine is genuine Champagne, not all brandy is Cognac—but connoisseurs sure know the difference. A shifty whiskey drummer would not care. Wayman does not care because he makes his boss the most money with his 10% nonsense. The key solution to ALL of this is not to wipe out checks and balances, but to take the money coming in from inspections and hire another inspector. None of the “Big Boys” want that or would go for that because they want no inspections at all. That’s what you would do when quality means nothing and quantity, and the quickness of the buck you make, means everything. Shame on all involved in this! With Best Regards and Cordial Aloha! Dr. Hans F. Eckert, owner/operator 808-325-0909; 808-989-0674 Coffee@LymanKonaCoffee.com www.LymanKonaCoffee.com 100% Certified Organic Kona Coffee 100% Certified Estate 100% Certified Aah-loha Kailua-Kona, Hawaii, U.S.A.

The View S

tarting last year we began warning readers that the variable pricing of Arabica coffees would stimulate some coffee companies to lower their standards of quality in order to keep prices at retail unchanged. As we know, that is exactly what came to pass! What we did not expect was the quick embracing of Robusta within the specialty coffee community in the U.S. Before I start, it is important for all those Robusta true believers to understand that I know there are small pockets of growing areas that produce Robustas of very high quality. I also can understand that there may be a need for “R” graders to certify the quality of Robusta coffees. Additionally I understand the motivations of some enterprising consultants to rush toward Robusta as a way to expand their client pool through niche specialization. If the market calls for it, then someone needs to help it get done. My problem with the rush toward Robusta is that the carefully crafted value systems upon which the specialty coffee industry and especially the Specialty Coffee Association of America are predicated are being intentionally collapsed. Ever since Alfred Peet, there has been a concerted push for Arabica beans as the pinnacle of quality. The idea that any roaster or café that calls itself specialty would ever serve Robusta used to be unthinkable. The word “Robusta” was used broadly as an insult – it was spat out as symbolic of all that was bad about the “big guys.” Coffee conspiracy theorists proudly declared that “the evil Starbucks” clearly was vile because they served Robusta, and even though that was patently false, it was the symbol of “how terrible” Starbucks and all of those other “thems” were. And why is the concentration on Arabica coffee by the specialty industry important? Because for 40 years, we as an industry have encouraged farmers of Arabica coffees to improve quality, improve practices, and improve conditions in their communities with the assurance from us that we will pay them well for their efforts. Our relationships with Arabica coffee growers are founded on the principle that we will pay fairly for their products if they comply with our often difficult and seemingly frivolous requirements. Because of this relationship, farmers reinvested in land and production equipment; they developed water treatment systems and improved picker housing; they built schools and medical care all because of the belief that we shared the same goals. For a while, I even began to believe that Specialty Coffee was committed toward ending the Imperialist/colonialist buyers’ market mentality of “buy it cheap and let them starve deplete the resource and then move on.” Then came one year of high prices that gave some advantage to the grower/sellers – just one year – and suddenly many coffee buyers are behaving like “ugly Americans” once again. Why does the shift from Arabica to Robusta count? If some Robusta coffee is of specialty standards why not use it? This is the big question that is thrown about by many in the SCAA. It was a major element of the recent Roaster’s Guild Retreat that included cuppings and presentations on why Robusta is now “golden.” I can answer that with one phrase – is all Arabica coffee specialty coffee? All of us are a little outraged that the big grocery coffee guys have co-opted the idea that Arabica coffee equals

Robusta? good coffee and so freely purchase the dregs of coffees off the patios of Arabica farmers and sell it to uneducated consumers as “100% Arabica,” which it certainly is but I wouldn’t drink it. Now the “big guys” are being assured that it is okay to use Robusta beans in their coffee without restraint on quality requirements – and the ones who are telling them this are the same specialty coffee industry leaders/Associations that labeled the major roasters as villains in the first place. Still, there is a kind of revenge in this story; the commodity price of Robusta has soared in the last few months (after the global financial bounce in 2008) as more roasters move toward lower quality beans. It closed today (08-29-12) at $1.11 per pound (from a low of 28.9 cents per pound) with Arabica closing at $1.82. Analysts anticipate that Robustas with continue to rise, closing the gap between Arabicas and Robustas. As the price rises for Robusta, producing countries like Uganda, Vietnam, Cote de’Ivoire, and others will rapidly increase production and flood the market with Robusta coffee. Any of this sound familiar – maybe the coffee crisis of 2001? Hmmm. There, I said it – the coffee crisis that our industry has spent the last 10 years apologizing for and attempting to fix is poised to happen again and for the very same reasons. Those reasons of course are • Greed, Quick cash, and personal aggrandizement • Imperialistic attitudes about global trade • Moral bankruptcy • Speculative commodity trading • Improving global economies and dollar valuation • Disregard for the sustainable prosperity of growers I believe that Robusta coffees have their place; just not in the specialty coffee North Americans drink. The almost overnight shift in attitudes about Robusta within the Specialty Coffee Association is puzzling and, as with so much of their activities, lacking transparency and therefore seems suspect. I do not want to be writing another “follow the money” style editorial 5 years from now while we once again struggle to save children with distended bellies from famine and pestilence. Children whose only crime was to be born into a coffee growing family that trusted us to hold to our promises and relationships. Let’s struggle against industrial farms producing mechanically harvested tonnage of cheap low grade Robusta. Let’s keep our promises to our farming partners. Let’s follow the morally high path. Let’s keep Robusta out of Specialty Coffee. Cheers,

Calendar

Sept. 9-10 Sept.11-13 Sept. 18

The Canadian Coffee and Tea Show - Toronto, O.N

Sept. 19-21 Sept. 20-22 Sept. 20-22 Sept. 21-23

Eu’Vend + coffeena - Cologne, Germany

Sept. 21-23

Coffee Fest - Seattle, WA

Tea Connections: The North American Tea Conference 2012 Annual Golf Outing & Dinner

Coteca - Hamburg, Germany Pacific Coast Coffee Association 81st Annual Convention - South Newport Coast, CA Latte Art Championship - Seattle, WA

Sept. 21-23 Sept. 21-23 Sept. 22-23 Sept. 23-25 Sept. 25-28 Oct. 2-3 Oct. 4-6 Oct. 10-12 September 2012

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 XV International Exhibition "PIR" - Moscow, Russia World Tea East - Philadelphia, PA 7 EspaçoCaféBrasil - International Coffee Fair - São Paulo, Brazil NCA Coffee Summit 2012 - Philadelphia, PA

Building Healthy Profits by Ashley Prentice

f I were to ask you your story, and how you came about managing or owning a coffee shop, you would probably tell me that it’s because you are passionate about roasting, passionate about serving people, passionate about coffee. However, at the end of the day, like every other person or business, you need to make ends meet; and more importantly, you need to be profitable. If you decided to read this article because of the title, it shows that you care about the success of your shop. Let’s take a look at a few products and services that can help you increase profits, so you can continue to do and serve what you are passionate about: Coffee. (The author of this article is making free assumptions based on the fact that you are reading a coffee magazine). 1. Offer a customer loyalty program. Have you ever wondered how you can get your occasional customers to come in more often? Chain cafes figured out long ago that customer loyalty programs significantly increase sales because of this very reason. One of the latest loyalty programs out there is Perka. Perka is a mobile loyalty platform (mobile app), that lets small businesses recognize and reward customers by paying attention to which customers are helping you make the most profit. Perka is a punchcard in consumer’s phones that allows retailers to send push notifications and send customers offers inviting them to come by the café or coffee shop.

Annual Profit Potential: Based on a shop that has monthly sales of $5,000, the Perka calculator estimated $3,996 (See Graphic for details or use the Perka calculator to calculate your own.)

make your own chai tea concentrate. We supply the reusable bottle and the chai – you just add water!” Regarding profits, according to Patel, “At the Master carton level (6 cases/ 12 units per case) one pack of dry mix is $3.93 and makes one quart of chai concentrate. Each quart makes eight 8 oz servings.” Considering, an average coffee shop sells each chai between three and five dollars, after selling one cup of chai, the remaining servings of the pack will be profit!

To see how Perka can increase your profits go to www.getperka.com/foryourbusiness/

Annual Profit Potential: $11,023 (Assuming the shop is selling 16 oz Chai at $4.)*

2. Offer a boost. Position your concept to reach the health-minded consumer. Individuals are often looking for vitamins, and energy supplements that will make them feel healthier and more energized. Compete with juice bars, health clubs, and other retailers who offer supplement-boosts for their smoothies & frappes. According to David Gross, CEO of Add a Scoop by Smoothie Essentials, “Supplement-boosts will help you sell more blended drinks! Supplements are a 70% + gross profit add-on.” Moreover, Gross adds, “75% of all adults in the US take a multivitamin- 65% of all US adults take supplements.” Don’t miss out on the opportunity to sell more blended drinks and make a profit on each boost.

For more information visit www.tipuschai.com

According to Rob Bethge, Co-Founder of Perka, “Getting regular customers that come in three times a week to come four times a week will have a great impact over the course of a year.” As they say, ‘80% of your profits will come from 20% of your customers;’ make sure you are nurturing them and inviting them to stop by more often.

Annual Profit Potential: $1,277.50 (See Graphic for details)* For more information visit www.smoothieessentials.com

4. Diversify your services to attract new customers. Attracting new customers can sometimes become a challenge for a coffee shop. Not everybody knows about your shop, or the great coffee you serve. For this reason it is important to diversify not only your product line but also your services. According to John Newberry, President of Venco Business Solutions, “Retailers can offer an additional service for their customers by offering an ATM… Profitability can come to the business in several ways. It will put more cash in the location for customers to spend. It will cut down on credit card use, which will save on expenses. It will also bring more customers into the location to use the ATM and they will spend money while there.” An average Venco ATM costs about $2,100; if you charge $3.00 per transaction and you have an average of 35 transactions per week, you could get an additional $105.00 profit per week. Not to mention the additional flow of new prospects that will come into the shop and will probably make a purchase. Annual Profit Potential: $5,460

3. Spice it up. While many of us can’t live without our daily cup of java, there will be individuals that come into your shop requesting other options. Make sure you do not dismiss these consumers, by offering a wide array of beverage options. According to Bipin Patel, Founder of Tipu’s Chai, “Tipu’s Chai™ is a bold alternative to coffee, tea, and American Chai. Stop shipping water by using our new Chai Now™ food service product to September 2012

To diversify your services visit www. vencosolutions.com 5. Encourage customization, and charge for it. Nowadays, people are looking not only for diversity but also customization. People enjoy and demand that retailers offer a wide array of options. For this reason syrups and flavorings are a smart addition to your menu; especially, if you offer products that are sugar-free, low-fat, zero carbs, etc. According to Brenda Weldon, Marketing Coordinator at Weldon Flavorings,

continued on page 12

Healthy Profits

continued from page 10

“Weldon Coffee Flavorings is the sensible and healthiest way to serve delicious flavored coffee… Our flavorings are totally unsweetened and contain no sugar, artificial sweeteners, creamers, powders, calories, carbs, fats, or sodium. In this health conscious age finding ways to serve your customers healthier products just makes good sense.” Annual Profit Potential: $1,095 (Assuming the shop is charging $0.50 per shot.)* For more information visit www.weldonflavorings.com 6. Expand your product offering while promoting your brand. Why not promote your business and brand while making a profit? Whether for personal use, or as a gift, there are multiple items that consumers are willing to purchase such as to-go mugs, in-house drink ware, or t-shirts. Janet McNaughton, President of Lasting Impressions says “We offer an A La Carte collection of Drinkware, Apparel + Grab & Go products for retail sale. Designed specifically for the coffee industry, each themed item can be branded with a logo and transformed into a mobile billboard that creates a second profit center. This new product line will be unveiled at Coffee Fest in Seattle on Friday, September 21.” According to McNaughton, effective promotion is essential; profits on these items will vary

depending on smart pricing, shrewd product positioning in the store, and consistent promotion with each customer at point of sale. Annual Profit Potential: Varies widely. For more information visit www.LastingImpressionsGifts.net 7. Target the health conscious. A prevalent trend in the food and beverage industry is products that are labeled ‘Organic’ ‘and

All-Natural.’ Diversifying your menu and product offerings to attract new demographics, will in turn, increase revenue. Torie Burke, Co-Founder of Torie & Howard, LLC, emphasizes on the importance of offering health conscious products, “Continue to offer refreshing health conscious grab and go items featuring sophisticated flavor combinations for today’s on the go customer.” Burke adds, “We offer Organic and Kosher certified delicious fresh from the garden flavors in a 2 oz travel sized recyclable tins. Most important to the consumer: Our flavors taste as if they are fresh from the garden and feature no GMOs, No Corn Syrup, Gluten Free, Soy Free, Casein Free, Nut Free, Dairy Free, No Artificial Flavors or Colors, and at just 12 Calories each delivering all natural satisfaction without the guilt!” Make sure to market your products by highlighting healthy features and using healthy buzzword that will appeal to customers.

9. Encourage larger purchases. An essential and highly profitable tactic that is often neglected is upselling. Upselling is often an easier task than spending all your efforts trying to bring new customers in. It is important to train your baristas to sell more to your customers, and continuously entice your customers to make additional purchases. However, this should be done in a subtle and clever manner, so customers are not displeased or aggravated. Make it an apparent better deal for consumers, by offering combined food and beverage specials, or recommending a larger size coffee to those who do not specify on the size. 10. Engage through Social Media. Considering the average person spends an average of 405 minutes on Facebook, 21 minutes on

Annual Profit Potential: $9,636 (Assuming each tin is sold at $4.99.)* For more information visit www.torieandhoward.com 8. Retail products that endorse coffee culture. Retailers have recognized the importance of teaching customers to taste quality coffees by providing cupping and coffee education. This not only enlightens the consumer to what quality coffee is, but it shows a new side of coffee they might have been unaware to. Another way to teach customers is by showcasing different brewing methods, and showing individuals how they can do it themselves. Empowering your customers to brew at home, will not only promote your whole bean coffees, but also by offering brewing equipment at your shop, you will have an additional revenue source. Alex Tennant, General Manager at Aerobie, says, “Coffee lovers who brew delicious coffee with an AeroPress will brew more coffee and therefore buy more beans.” According to Tennant, an Aeropress wholesales for $15.00, and a retailer could sell it for $29.99, providing a $14.99 profit per sale. Annual Profit Potential: $1,558.96 (Assuming 2 Aeropress brewers are sold per week.) For more information visit www.aerobie.com

12 September 2012

twitter, and 89 on Pinterest each month1, Social Media is a highly effective channel to reach consumers and get exposure. The best part is that it’s free! In today’s society, having a Facebook and Twitter account is essential to keep in contact with your customers, and market your brand. Make sure you assign someone in your staff to manage your Social Media. However, having a Facebook page is not enough; you need to engage your followers. Pinterest and Instagram are other popular Social Media tools that will allow you to get more exposure and gain followers. Many retailers have embraced Instagram and are using it to feature pictures of their latte art, events, and coffee travels. Social media is all about engaging and getting creative! As of this September, Perka, the loyalty platform, also integrated social media so retailers can run specials and promotional offers by allowing their customers to ‘like’ or ‘share’ their page. In addition, consumers can share specials and coupons with their friends. Imagine your ‘50% off ’ coupon going viral! *Because situations vary so widely, we have made these assumptions based on a coffee shop that is open 363 days per year; receives 100 visitors per day; and assuming 10% of the sales are based on this specific product. To learn more about healthy profits and marketing strategies come to our workshop at Coffee Fest Seattle Sunday, September 23rd, at 10:05 am Room 4C3! The Mounting Minuses at Google+, Wall Street Journal, February 28, 2012. http://online.wsj.com/ article/SB1000142405297020465360457724934140 3742390.html

MEET THE SMART PUNCH CARD Perka is a customer loyalty app for neighborhood merchants that’s as fast and familiar as an old-fashioned paper punch card. When customers make a purchase, you award them a punch with a few quick taps on the Perka Merchant app. Regular customers earn increasingly better perks, so you reward the customers who matter most to your business.

✓ Bring customers back with a custom loyalty program ✓ Grow your business with social networking features ✓ Measure results with an intuitive dashboard ✓ Greet your customers by name

Learn more and see a demo at

Speak with a loyalty advisor

GETPERKA.COM/DEMO

CALL (888) 957-3752

SMS

Works on any phone! 13

Jumpstart your Café in 10 Successful Steps by Melanie Corey-Ferrini

tarting a Café can be a complex set of steps, but having a checklist and roadmap to “Jumpstart your Café” will make you a success. These 10 Tips will put on you the right path to success before you find a location and sign a lease.

1st Determine what will make you unique in your market. What is your Brand Experience? Visit other cafes in your market. Note their menu, customer demographic, atmosphere, location, and service. Consider your customer’s point of view or the broadest range of customers. Researching industry trends will supplement your findings and substantiate your concept for investors, banks, and lenders. 2nd Describe your Customer Demographic based on your menu and brand. Based on your research and trends, what is the ideal customer in terms of age and income ranges, interests and hobbies, knowledge of product, and level of expectation? This will help you determine the level of experience that your customer is expecting and selecting a location. 3rd Create your identity, message, and voice. Review other café logo marks and get a feel for what brand they are trying to convey - modern, classic, or hip. Fonts, colors, and tag lines all tell the story about your brand and experience and are often the first thing people see of your brand experience. Have a good idea about your signage design and placement, as well as your menu board. 4th Creating your space layout, design, flow, and equipment will help you develop a budget, schedule, and square footage requirements when selecting a location. An interesting front of house layout with varied seating, trash and condiment areas, and flow from the door to the POS are key in a successful layout. Laying out the POS, Coffee, Tea, and Beverage prep, merchandise display, and back of the house areas for maximum flow and function are also key in moving staff and product efficiently. 5th Create a unique physical atmosphere when visiting your café. The exterior and front of the house is the first expression of your brand. Make it count! Look at successful brands that you know and realize that every part of their brand and experience has been carefully orchestrated. How would customers describe their experience in your cafe? Do they come for the great coffee or tea, or the great experience, sense of community, and location or all of these? 6th Create a business and marketing plan that helps you verbalize your concept to others and is well researched. These plans are used for bankers, investors, landlords, or friends looking to invest. Having a plan shows others that you are serious and

have completed the necessary research and steps for a success café. A marketing plan is a document that is based on ongoing marketing, social media, messaging, loyalty programs, and coupon offers. 7th With your Steps 1-6 completed, you are now informed about your location, infrastructure, budget, and anticipated opening date based on design, permitting, and construction. Review each location’s demographics with your ideal customer target. Ask brokers for pedestrian and traffic counts and compare locations. Negotiate free rent and lease start date based on your projections. Review your lease with a broker that is working directly for you and understands cafes and restaurants. 8th Now you have signed your lease, it is time to permit your project. We recommend that you complete steps 1-7 at least 6 months prior to signing a lease. You should have already created your design and layout plans. Now your consultant can create your permit plans. Allow at least 4 weeks for permitting including building, health, and liquor (if you have beer and wine). Other permits you may need include; signage, sidewalk patio, and design review. 9th Creating a process and plan for operations will insure you have excellent customer service. How will your staff communicate to customers about your product and process? Why are you unique? Have your coffee and tea, beer and wine, food vendors and sources negotiated ahead of time. Review your menu to insure pricing is up to date. Remember a clean café with friendly staff and unique products, will leave a positive lasting impression. 10th It is time to build your café! You have your permits, your contractor has ordered materials, and it is time to build! Meet once a week to insure you are up to date on any necessary changes and can provide input to the consultant (who will communicate with contractors). If you have good design drawings and material specifications, you should be able to concentrate on your operations during this period. Have a soft opening, then a grand when all is running smoothly. Opening a café is exciting and fun! Creating a successful plan with your consultants and these 10 Tips to Jumpstart will assure you a greater chance of success! Melanie Corey-Ferrini is the owner and founder of The Dynamik Group. Developing café and restaurant concepts throughout the world since 2000. www.dynamikspace.com

Coffee in the Outback by James “Jake” Hyde

he land down under has recently been climbing to international attention with its wine, taking home medals for reds and whites alike, but the coffee scene (aside from Melbourne) has not made any such splash. The city of Melbourne may be the “Seattle of the Southern Hemisphere” in terms of coffee culture, but outside the city limits the enthusiasm and savvy for the bean drops off steeply. This is not to say that one is unable to find a decent cup anywhere else, in fact all along the east coast, the primary concentration of Australia’s population, boutique cafes abound. The third wave is still in the process of breaking across the continent and single origin, specialty roasting, and fair trade brews are just being tested in cafes and markets across the seaboard. You can almost taste the market research in each cup. Travel any distance inland however, and the landscape changes entirely. While the small, family owned cafes are still the only significant coffee shops around (Aussies hate chains, Starbucks can’t even get a hold there,) the pot runs dry in terms of quality roasts almost immediately outside the city limits.

Tea was originally Australia’s hot drink of choice. As any self-respecting member of the British Commonwealth would do, a given Australian had morning and afternoon tea as well as the meal “tea.” Originating from poor cockney English who joked about only being able afford the afternoon meal, “tea” came to mean the last meal of the day in Australia. The drink itself has since been overthrown by coffee but ironically, the meals have kept their place in the language. One

eats morning tea, lunch, afternoon cuppa, and then “tea.” Most meals however are taken with coffee. The usurper of tea was espresso, first brought to Australia by migrating Italians in the early 1900’s. Shots are pulled anywhere there are people in Australia. Roadhouses in the middle of the outback with little more than dirt for floors have brand new espresso machines. Shipped out by contractors in exchange for selling only their coffee, these machines look quite out of place amongst the flies and frozen meat pies. Training does not necessarily come with the machines though and the cheap burnt beans are often ground by the kilo and left in a jar to wait for the eventual customer. Congenial inland Aussies are either accustomed to this horrific practice, or are too busy enjoying the ferocious sun to say anything. There is hope for the landlocked palate however. Where the standard of quality is often McCafe, and the typical brew is instant Nescafe, a small ray of hope shines from a scattering of boutique roasters a few hundred kilometers from the coast. Driven inland for the dryness, coolness, and the altitude they have set about the business of promoting micro batching and single origin beans. The success is slow but it is catching on. More and more little coffee shops are selling these roasts and people are buying them. Stopping someone just exiting one of these cafes and asking them why they choose this shop will yield a myriad of answers. One can be sure that the reasons given will have nothing to do with the flavor though. Quality coffee is beginning to enter the lives of outback Aussies, and they do not even know it. September 2012

Degassing Valve Advancements Cut Coffee Processing Time by Nick Greco; Global Segment Manager Avery Dennison Designed and Engineered Solutions

new generation of degassing valves is helping plant managers, operations directors and packaging engineers to cut time and costs associated with coffee processing, while keeping products fresh throughout their shelf life.

Cost per valve and the application process’s relatively slow speed have traditionally undermined the hard button valve’s product freshness advantages. For that reason, roasters have had to carefully choose which applications would be economically viable.

The advanced technology consists of tri-layered, flexible valves that can be applied to virtually any location of a coffee package at high speed. This flexibility in placement opens up nearly any part of the coffee package’s surface area for promotional, brand or product content messaging.

21st Century Degassing Valve Technology Tri-layered flexible valves apply to packages in a way that reduces processing time, leaves no “scar” and will not cause “bricking.” Supplied in rolls of 15,000, the valves apply via a high-speed pressuresensitive valve applicator that integrates seamlessly into packaging lines. Unlike heat seal valves, the flexible valve neatly “wipes on.” The packaging line does not need to momentarily stop, as it does with each hard button valve. The pressure sensitive valve applicator keeps pace with the coffee packaging line’s filling rate of 65 per minute for one lb. packages, accounting for a 30 percent faster throughout compared with heat seal-based valve technology. It can also keep pace with much faster speeds, up to 120 per minute for fractional coffee packages.

The valve technology is the newest development in coffee degassing, a process that allows the escape of CO2 that would otherwise affect the freshness of beans and ground coffee. It caps an evolution that is predated by bin degassing and, more recently, hard button degassing valves. The economics of the new technology are expected to boost the tri-layered valves over bin degassing and conventional hard button valves as the preferred degassing method for roasters worldwide. Bin Degassing Bin degassing employs open metal silos that contain roasted coffee and allow its CO2 to escape. The exposure to open air, however, can reduce the coffee’s freshness. Roasters can place a modified atmosphere above the degassing coffee to help retain freshness. However, the coffee does not remain as fresh as when packed immediately after roasting. The bin degassing silos incur a capital investment and maintenance costs. The process also requires holding work-in-process (WIP) inventory, sometimes for a day or more, and limits the coffee’s speed to market. Such business concerns led to the creation of degassing valve technology that emerged on the scene decades ago. Hard button degassing valves allow processors to package and ship coffee immediately after roasting and grinding. The valve’s placement is typically at the upper portion of the package. The valves heat seal to packages at a rate of 25 – 45 per minute. The heat seal unit works in tandem with vertical form and fill machines that are capable of filling one-lb. bags at speeds of 65 per minute. Accordingly, the heat seal application of hard button valves limits the form and fill machine’s speed by 30 percent or more. The actual degassing process involves CO2 pressure building inside the package, lifting the valve’s rubber escape disk and exiting the package. The heat seal process leaves a circular “scar” at the valve’s package location. In addition, packages may sometimes present a “brick” appearance subsequent to degassing, making for a non-uniform appearance of packages on store shelves.

The valve’s tri-layered construction presents a torturous path for the escape of CO2. In operation, as CO2 pressure builds inside the package, it enters and escapes through two of the valve’s layers, while the third remains sealed to prevent oxygen from entering the package. The system is sufficiently effective to keep residual oxygen at only two percent or less, a level that matches the industry standard. An added benefit: the flexible valves employ 90 percent less plastic than hard button valves, accounting for a 30 percent - 50 percent lower price and an opportunity for users to reduce their carbon footprint. One major coffee processor recently adopted flexible valve degassing technology for jumbo fractional packages. Valve technology enables the roaster to bypass time consuming bin degassing. More, the flexible valve’s “pre-oiled” feature is a key factor in the processor’s speed to market. Valves that come pre-oiled have a precise amount of food-grade silicone oil at the necessary valve location to ensure protection against oxygen ingress. The pre-oiled feature can save time and reduce scrap and clean up by eliminating the need to oil valves during the packaging process. Photo shows triangular-shaped, tri-layered pressure-sensitive flexible degassing valve positioned on the package to the left. (Photo courtesy of Avery Dennison Designed and Engineered Solutions.)

16 September 2012

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Please be sure to visit these CoffeeTalk Advertisers at Coffee Fest Aerobie Inc

Booth 902

650.493.3050 www.aerobie.com Aerobie’s AeroPress is a completely new kind of press whose rapid, total immersion process brews coffee with all the delicious flavors but without the bitterness. See our ad on page 24

BriteVision

Booth 416

CoffeeTalk & the Daily Dose

Booth 717

415.374.8119 www.britevision.com BriteVision provides colorful, eco-friendly cup sleeves. Come by our booth to learn how to grow sales or build your brand and image through cup sleeve marketing! See our ad on page 17

206.686.7378 www.coffeetalk.com CoffeeTalk Media has been considered a bible of the industry since 1994. We proudly deliver our readers with the latest industry news, trends, and products through our different products: Coffeetalk Magazine, Daily Dose e-newsletter, and SCAA 2012 Award winner CoffeeTalk Press. See our ad on pages 16, 30

Costellini’s

Booth 1007

Curtis

Booth 1006

877.889.1866 www.costellinis.com A name to remember for a mocha you’ll never forget. Premium Sauces and powders to delight your patrons taste buds and they will return for more. See our ad on page 29

800.421.6150 www.wilburcurtis.com/goldcupbrewer/coffeetalk Since 1941, Curtis has remained a family-owned business committed to the principles of innovation, quality and superior craftsmanship in gourmet coffee, tea and specialty beverage systems. See our ad on page 17

Espresso Me Services

Booth 717

360.213.0715 www.espressomeservice.com Espresso Me Service is your one stop for sales and service. We offer service on many types of commercial espresso machines and brewing equipment in Washington and Oregon. See our ad on page 29

Global Customized Water

Booth 824

805.484.1589 www.globalcustomizedwater.com Global Customized Water , developer of formulation water for coffee and tea; the premier water treatment provider to the specialty beverage industry now 30 years strong. The Formula®, used in homes, commercial applications, by SCAA, US Barista Competitions, World Tea Expo, Coffee Fest and top Coffee Chains in the World. See our ad on page 29

Java Jacket

Booth 917

800.208.4128 www.javajacket.com The Original Green Coffee Sleeve. Comes in 100% Recycled Natural Kraft or White. Can be custom printed with your design. See our ad on pages 19, 30

Knutsen Coffees, Ltd.

800.231.7764 Premier importers and brokers of the finest green coffees from origins around the world since Specialty Coffee began. See our ad on pages 21, 30

Booth 717

www.knutsencoffees.com

800.562.2247 www.pacificbag.com PBi has been a packaging resource to specialty coffee for over 25 years with quality product, outstanding service, and continued commitment to the coffee industry. See our ad on page 29

Perka Inc.

Booth 628

503.427.1377 www.getperka.com Perka is a mobile app for neighborhood merchants that’s as fast and familiar as an old-fashioned paper punch card. Reward regular customers with custom perks, learn their buying behavior, and get to know them by name. See our ad on page 13

Smoothie Essentials Supplement-Boosts Booth 407 415.382.6535 www.smoothieessentials.com NEED A BOOST? 18 Unique Powdered Boosts Healthy Blended Beverages = Healthy Profits See our ad on page 27

StalkMarket Products (Asean Corporation) Booth 725 503.295.4977 www.stalkmarketproducts.com Stalkmarket is the leading supplier of 100% compostable plant-based coffee cups, lids, tableware, cutlery and food packaging. “Simple Elegance - 100% Compostable - It’s all we do!” See our ad on pages 2, 30

The Dynamik Group

Booth 1005

206.686.2525 www.dynamikspace.com The DYNAMIK Group is a full service custom branding, design, layout, and construction firm creating new concepts and re-envisioning existing concepts all over the globe. See our ad on page 13

The GFB: The Gluten Free Bar

Booth 729

773.304.8496 www.theglutenfreebar.com The GFB is a great tasting, all-natural food bar crafted in small batches using simple ingredients. Gluten-free and vegan, the GFB is packed with protein, fiber and Omega-3 for sustained energy. See our ad on page 27

18 September 2012

The Metal Ware Corporation

Booth 827

800.624.2949 www.nesco.com The Metal Ware Corporation, manufacturer of small appliances since 1920, offers quality products for discriminating home coffee roasters and tea lovers. See Nesco.com for details. See our ad on page 21

Tightpac America inc.

888.428.4448 Brands include - Coffeevac, Teavac - Patented Vacuum sealed system protects your Coffee & Tea every time you open and close the container. Simplicity that works! See our ad on page 30

Booth 923

www.tightvac.com

Tipu’s Chai, Inc

Booth 740

Torie & Howard LLC

Booth 619

Vessel Drinkware

Booth 828

406.883.4500 www.tipuschai.com Tipu’s™Chai: Bold alternative to coffee, tea, and American chai. Stop shipping water! Use our new food service product to make your own chai tea concentrate. See our ad on page 30 860.799.7772 www.torieandhoward.com Organic Hard Candy carefully crafted from all natural ingredients, our candies have distinctive, refined flavors that truly transport you. No additives, no artificial flavors or colors. See our ad on page 28

855.883.7735 www.vesseldrinkware.com Vessel Drinkware, Inc is a supplier of branded Drinkware to independent retailers throughout the U.S. and Canada. Please visit us at www.vesseldrinkware.com, or call (206) 763-0366 See our ad on page 19

Vita-Mix Corporation

Booth 1016

800.437.4654 www.vitamix.com/thequietone Unsurpassed durability. Amazing consistency. And massive horsepower. All blended together in one brand renowned for maximizing productivity on professional countertops. See our ad on pages 5, 30

Walker Coffee Trading Company

Booth 517

713.780.7050 www.walkercoffee.com Shop around for your beans! Visit www.walkercoffee.com to see our green coffee offering lists. Our reputation stands out for our great quality of beans and excellent customer service. See our ad on page 21

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Retailer Profile: A Little Jewel in Redlands, CA by Maxim Vershinin Augie’s Coffee House 113 N. 5th St Redlands, CA, 92373 www.augiescoffeehouse.com Austin Amento Owner/Master Roaster

his month, I decided to pick a charming neighborhood shop with character, and the one that caught my attention is located in a little town called Redlands in California. It is called Augie’s and today we are going to have a talk with its owner and master roaster Austin Amento. V. Hi Austin! Great to have you here with us today! Please tell us, how did Redland’s best coffee house - Augie’s – get started, and who is Augie? A. About four years ago, my dad Andy Amento wanted to diversify his family business of electrical contracting. We looked around at different businesses - liquor stores, minimarts, anything that was kind of a “cash” business and we found this coffee shop. It was about two years old, and it was for sale by the landlord’s kid. At the time, it was a very small mom and pops shop with very limited seating and mediocre coffee. It is named Augie’s after the previous owner’s grandfather. We decided to keep the name, work with it, and rebrand it. V. You have the cutest antique building for your shop! Did it present any renovation challenges? A. Thank you. It is just about a hundred years old: I believe it was built in 1914. However, as far as renovation, yeah, it is the biggest pain in the ass out of anything we have done in the coffee shop. (Laughs...) We have to fix the plumbing all the time, but we now are to the point where we know exactly what this building needs; everything works out really well, and it is a beautiful building that we love.

V. Taking over a turnkey coffee shop business what kind of challenges did you have to face and how did you deal with them? A. We took a shop that already had its clientele, and everything was kind of settled on the way they wanted to make all the beverages. Over the first few months after taking over Augie’s we were hesitant to change anything, but we quickly realized that we needed to make changes to help this business to survive and get to where it needs to be in terms of growth. We started really small by redoing the bar, and knocking down walls to make room for more seating. Then two years in after having some rough summers, I decided I wanted our coffee to be really high quality, so we had to go through and change everything. We wanted to provide our customers with a consistent menu, so we have literally stripped our menu down to around eight beverages, and we make them really well. This has been the best decision for us because consistency and quality are more important to me than offering a bunch of different smoothies or blended variations of the same beverage. Around the same time, two years ago, we put in the last of our money and bought a roaster, so we started roasting ourselves. Luckily, things turned out great for us and we are really successful now. V. What would you do differently to avoid the pitfalls you have just described? A. If I were to start again, I would really recommend figuring out what you want to do from the very beginning because it makes all the difference. Decide who you want to cater to from the very start and go from there. Our hardest thing was to get rid of that “cater to everyone” type of mentality. I don’t want to say that in a mean way, but if you want to provide your product in the best possible manner, sometimes you really have to change the way you do stuff. Pretty much just stick to one attitude that is right for you and allow your business to be successful instead of just trying to please everyone. Our attitude is to offer the highest quality coffee possible in our shop.

20 September 2012

V. What is your customer base? A. We got a real tight knit community here in Redlands, and our shop is always packed because it is hard to just go in, get a cup of coffee and go back to work. You end up hanging out for a while. If you hang out in our shop for an hour you can see the mayor, you could see all these different local business owners, professors, high school kids and graduate students - really anyone, and it is a lot of fun. V. What amazes you about the industry? A. The most amazing thing to me is the whole chain of steps of getting the coffee from seed to cup. The different venues, and different connections and relationships that are involved in this - It is just mind-blowing to me, and not just mind-blowing, it is life changing. I think it is a very impressive process that we all take for granted five or ten times a day. One grinds some beans and brews a cup of coffee in three minutes, and it is so easy not to think about the thousands of hands and miles it took to get here. So just helping people to understand this is something I really enjoy doing at our shop.

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Roasters Helping Roasters by Rocky Rhodes

photo: Trish Rothgeb

f you were to tell most business people that there is an industry where competitors come together, take off their own company logo and help each other grow and be successful, they would probably laugh at the idea. They would say it was crazy, or collusion. And ya’ know what? It is actually a little of both with roasters! Welcome to the Roasters Guild Retreat!

When roasters get together, strange things happen. When you add the resources of the SCAA and the wisdom and volunteer hours of the Roasters Guild Executive Council (RGEC) on the task of creating a roast event, you change the world a bit! If quality is truly a sustainable business model, and it is, then businesses strengthen each year at retreat. Who goes to retreat? The focus of the event is on the person that actually does the roasting. The Guild is built around making that person’s craft better. That person is often also the shop owner and or a barista, and or a green coffee buyer. Also present are roaster manufacturers, trainers, allied product representatives and of course new coffee industry folks that may not even know what they want to be when they get into the world of coffee. Everyone finds something to learn at this event to make them better. Never been to retreat? Prepare to get blown away! Here is what you can expect when you go: 1) You find out you are not alone! When you roast, you are often in your own bubble. The only feedback you get about your roasting is your customers telling you how great you are. Once you travel outside that sphere of influence, uncertainty and doubt creep in. “Am I really that good? How do I know? How can I improve? Who can teach me?” When you walk into retreat you may be a little intimidated by the volume of people that all claim to do what you do. You quickly find that you are among peers with the same anxieties and desire to improve. The difference is in the years of experience. 2)

You will make lifelong friendships. Before you arrive you are put on a team of roasters. These are not just random teams. They are designed to give a wide array of experiences and talents to each team. You will have 20+ year veterans of the industry as well as folks just getting delivery of their roaster. You will have people that roast on 1 kilo sample / small shop roasters to those that have continuous roasters. You will have green coffee buyers and trainers as well. As a team, you come up with a name and are given a common task to bond you together: Roast better than the other teams! EVERYONE on the team, including the ‘new guys’ bring experiences of value to the team. Here is where

your core group of friends is made. 3) You will learn fascinating things. The coffee industry has dozens of niches that are all important. Many of them you may not even know about yet. The education programs are set up to give you both practical knowledge and theoretical insights. You may never trade coffee futures on the exchange to hedge your coffee prices, but it certainly is important to know about it and how that exchange affects your bottom line. In addition to the scheduled classes, you will learn just as much over a beer at the bonfire talking with your new friends. It is important as well that you share your experiences, because there is also someone who needs to learn from you. 4) You will supercharge your batteries! Every retreat does something to every attendee. Gets them excited about the industry. Even though it can be an exhausting weekend, you will crave getting back to work on Monday so you can start to apply what you learned. Owners start to put in control systems for quality like scheduled cuppings and reporting of cup characteristics. Roasters start to create profiles for each varietal and blend and teach others how to hit the profile. Green buyers ask about contracting forward on some important coffee for their blends. Baristas will appreciate the role of the roaster a little better and roasters will do the same. Above all, there are two things that will carry you through the year until the next retreat – friendships, and a quest for being better at what you do. You will realize that you are never done learning. There is also a desire to be as good as you expect your other teammates to be. You will want to report to them on your progress as well as hear from them about their successes. Highlights of 2012 retreat: • Beautiful Skamania Lodge • Sold Out House • Best Roasting tent EVER • Diversity of Classes • Multiple Keg sponsors • Over 60% new attendees – 40% devoted return students • Savan and Tim as representatives of the ‘every single retreat’ club. (Kevin too!) Make you plans for next year. It will sell out again. You might even consider volunteering some hours to help the already maxed out RGEC and SCAA staff that work all year to put it together. If you attended this year, stop reading this article and email your teammates right now and start making plans for next year! Authors Personal Note: There was only one event missing this year and I would hope to see it in future retreats: The Snipe Hunt. I know there were some concerns about whether catch and release is really kind to the Snipe and I hold it is just like fishing. Please consider a committee to put this on. I will even volunteer to help! Rocky can be reached at rocky@INTLcoffeeConsulting.com September 2012

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NewsBites A must-accessory for all tea lovers

Finum®´s Hot Glass System allows brewing and enjoying tea anytime keeping fingers cool! Hot Glass System consists of a double-wall borosilicate glass, a permanent filter and a tea hat. The double-wall glass insulates hot or cold beverages. Fingers are kept cool, your beverage is hot for longer. Equipped with finum®´s ingenious permanent filter, tea or herbs are brewed in minutes. No tea bags, no fuss. The hat functions as a heat retainer, but also as a drip-off tray for the filter! Keep your tea tasty & hot! Double-wall glass made of heat resistant borosilicate glass; Filter (black) BpA-free; Hat (black) BpA-free; 130ml / 5 oz & 200ml / 8 oz (USA); Dishwasher safe; easy to clean; Single packaging; 12 pcs. /carton. For more information go to www.finum.com

AeroPress grows

Sales of the AeroPress® coffee maker continue to grow by leaps and bounds around the world. The product is now sold in 48 countries where it excites coffee aficionados with the control it permits of the brewing process. The AeroPress has even inspired its own increasingly popular annual World AeroPress Championship. This year at the 5th annual Championship, competitors from 15 countries went head to head during the SCAA Event in Portland, Oregon to see who could produce the tastiest cup of AeroPress brewed coffee. The panel of judges awarded the first-prize “golden AeroPress” trophy to Charlene de Buysere of Belgium, the “silver AeroPress” for second place to Ingri M. Johnsen of Norway, and the “bronze AeroPress” for third place to Emil Eriksson of Sweden. The AeroPress coffee maker produces one to four cups of coffee in one minute using a unique brewing process, which makes amazingly smooth, rich coffee without bitterness. For more information please visit www.aerobie.com

The GFB: The Gluten Free Bar partners with Cafes

The GFB is a great tasting nutrition bar that is gluten-free, high in protein, Omega-3 and leaves you feeling happy and satisfied. Partnering

with coffee houses and cafes across the country, The GFB improves the offering for customers looking for a great tasting healthy alternative to most baked goods, as well as those looking for gluten-free, vegan, or dairyfree items. Once customers try The GFB, they will keep coming back for it! The GFB strives to deliver not only the best tasting energy bar, but also superior customer service. Direct orders are shipped within 24 hours to ensure you do not have to worry about carrying too much stock or running out. Ask your distributor about The GFB or contact us today! For free samples and further information, please contact us by email or phone: Marshall Rader 773-304-8496; marshall@ theglutenfreebar.com

Tipu’s™ Chai takes a step towards sustainability

Tipu’s Chai founder Bipin Patel uses an heirloom family recipe for his chai spice blend, and evaluates each of his business practices through the lens of how it can contribute to a healthier environment. Before launching his newest product, Tipu’s Chai Now™ Sweet & Spicy, Patel and his team wanted to find a way to create a liquid concentrate – without the liquid. “Liquid concentrate production and consumption generates huge numbers of plastic bottles and tetra packs each year, many of which will likely end up in landfills,” said Patel. “And by shipping a liquid product, producers are essentially transporting water around the country.” In an effort to reduce Tipu’s carbon footprint and maintain the company’s commitment to sustainability, Patel created a dry product that café owners and baristas can use to make their very own Tipu’s Chai concentrate. “Tipu’s will provide the reusable bottle and the chai – you just add water!” For more information, www.tipuschai.com

Vacucraft Releases Perfectness

Vacucraft, a pioneer in high quality vacuum containers, presents Perfectness™. Specifically designed for the storage of coffee, Perfectness eliminates the negative impact of light, air, and moisture on your coffee. With Perfectness™, you’ll

24 September 2012

enjoy fresh roasted flavor day after day. Constructed with Tritan™ BPA free plastic, Perfectness™ is built to last. Our dark design helps prevent exposure to light, seals in aroma and flavor for the perfect cup of coffee. Keep your coffee as fresh as the day you bought it with just the push of a button. Enjoy the freshness of the rainforest from the first bean to the last…Perfectness™. For more information, visit www.vacucraft.net

The Dynamik Group builds success

The DYNAMIK Group known for custom, brand, design, layout, and construction creation has launched a new Jumpstart workbook providing 10 Tips to a successful café. The workbook takes a new or existing café owner through the steps necessary to create a brand, budget, layout, design, and unique concept. In addition, the 10 Tips include valuable information about site analysis, permitting, and construction. When you purchase a workbook, you also receive a complimentary 30-minute phone conference or meeting at DYNAMIK. DYNAMIK has been developing café and restaurant concepts throughout the world since 2000. www.dynamikspace.com and phone 206 686 2525

NAMA Introduces National Coffee Service Month

NAMA announces an exciting new celebration: National Coffee Service Month. For the first time, beginning September 1 and taking place throughout the month, NAMA CTW operators will mark the milestone with special events at customer locations throughout the country. NAMA, established in 1936, represents the $42 billion vending, coffee service and foodservice management industries in the United States. With more than 1800 member companies -including some of the world’s most recognized brands -- NAMA provides advocacy, networking, education and research to its membership. For more information, contact The National Automatic Merchandising Association www.vending.org

NewsBites Fall Favorite Returns to Weldon Flavorings!!!

Cooler weather is just around the corner and Weldon Coffee Flavorings is bringing back their Fall Favorite, Pumpkin Spice to their product line. Every year the popularity of this seasonal favorite has grown. Production will be starting soon and flavors should be available for purchase by September 1st. Holiday favorite, Peppermint Stick will also return for the Christmas season. Weldon Coffee Flavorings are pure liquid flavor completely free of sugar, artificial sweeteners, creamers, powders, and syrups. They are the perfect solution to serving Flavored Coffee, cappuccino, and lattes without all the calories, carbohydrates, fats, and sodium. They are also Gluten-free, contain no sodium benzoate, and are non-allergenic. Each bottle comes with a pre-measured pump, which allows for quick and accurate flavoring of each cup. Ideal for coffee shops, drive-thrus, office coffee service, convenience stores, or any place coffee is served. For more information, please contact Weldon Flavorings at info@WeldonFlavorings.com or (502) 797-2937.

Fonté Coffee Roaster Marks 20 Years With Limited Edition “Anniversary Blend”

Founder Paul Odom and Master Roaster Steve Smith mark two decades of roasting coffee on August 10th with the release of Fonté Coffee Roaster’s limited addition “Anniversary Blend.” Smith created this coffee to reflect their 20-year history and to celebrate four of the great, classic coffee producing regions. In designing the blend, Fonté looked first to Ethiopia, the legendary cradle of coffee, creating a wild but clean profile. Next was Brasil, the world’s largest producer, with a sweet semi-pulped bean from Sul de Minas, representative of the “Santos” of years past. Added to this foundation are some thick, chocolaty Government Estate Javas from some of the oldest continuously-producing farms of Indonesia. And finally a return to Guatemala, paying tribute to the Antigua region, whose bright caramel finish coffees were among the first Fonté offered as appellation coffees. For more information about Fonté’s finely crafted coffees, please visit www.fontecoffee.com

Tap Into Dole To Menu Top Restaurant Beverages

It’s easy to access the extensive line of DOLE Fresh Frozen Fruits for popular fruit flavors and the beverage recipe database on www. dolefoodservice.com to create signature versions of this year’s top restaurant beverages. According to consumer market research firm NPD Group*, consumers are purchasing smoothies, iced tea, and frozen soft drinks based on value and quality. They’re spending more for perceived benefits (“refreshing,” “better flavors,” “healthier”), and choosing beverages that blend the familiar with the new. To keep you in tune with your customers, Dole offers recipes with this kind of wide appeal, including Sweet Cherry Limeade, Chocolate-Dipped Strawberry Smoothie, Pineapple Lemongrass Thai Tea and Pineberry Freeze. For more information about

DOLE Fresh Frozen and Packaged Fruit Products, operator incentives, recipes, school programs and promotions or to browse through the global beverage recipes on the 2012 DOLE Fruit Pairings, visit www.dolefoodservice. com or contact a Dole representative at 800-723-9868.

Fiddleheads Coffee Roasters of Ozaukee County Expands Through Midwest

Fiddleheads Coffee Roasters announces they have launched their small batch roasted coffees into Roundy’s supermarkets across the Midwest this month. The move into Roundy’s Supermarkets is a landmark achievement for the roasting company whose passion for quality has set the tone for each of their brands. Fiddleheads began roasting their own coffee after studying the art extensively under industry experts like Willem Boot in California. Boot helped train Fiddleheads’ master roaster Steve Klimczak to roast the finest coffee by highlighting the beans’ natural flavor notes. The response from customers of Fiddleheads’ signature roasts was so overwhelmingly positive that the team began offering their coffee to wholesale customers. Today, you can find Fiddleheads Coffee in cafes, restaurants and retail locations all over Southeastern Wisconsin. The move into Roundy’s provides their loyal customers the convenience of purchasing gourmet, locally roasted fresh coffee at a competitive price even when they aren’t near a Fiddleheads Cafe. For more information about Fiddleheads or where to purchase, visit www.fiddleheadscoffee.com or call 262.242.1137

Tara Burnaman And Ken Shea To Co-Chair Nama’s Ct&W 2012

Tara Burnaman and Ken Shea are both very excited to co-chair the National Automatic Merchandising Association’s (NAMA) fifth blockbuster Coffee, Tea and Water (CT&W) 2012, NAMA Director, Coffee and Water Service, Roger Stewart NCE5, CCS, announced today. CT&W, the single largest education and networking event for coffee, tea and water service operators nationwide, will be held at the New Orleans Hyatt Regency Tuesday- Thursday, Nov. 13-15. CT&W is an absolutely essential event for operators, suppliers, brokers, manufacturers, and distributors in the coffee, tea and water service industry. It will feature the latest and greatest products from over 150 suppliers, 15 free interactive and dynamic education sessions, and two memorable keynote speakers. Need additional reasons to attend this dynamic show? For additional information and to register online, visit www.namacoffeeservice.org and click on the 2012 logo.

TeleSonic introduces Single Serve cup filler TeleSonic Packaging Corp. is introducing a packaging machinery development inspired by the ubiquitous use of single service coffee brewers. This economical system is designed to create the coffee capsule utilized in the many millions of homes and businesses for the Keurig and single cup coffee brewers. TeleSonic Model # CK-40P packaging system includes cup denesting, either auger or volumetric fillers to September 2012

dispense ground coffee, and thereafter applying a film or foil lid to the filled capsule which is then automatically delivered to a suitable wrapping machine such as a flow wrapper. The first offering, which will be shown at the forthcoming 2012 PACK EXPO, has a 50 per minute capability. Higher speed machines will be available, however TeleSonic has designed this machine for the niche market of coffee roasters fulfilling needs of regional markets. While the primary interest has been for packaging coffee, this system is also able to be utilized for tea and drink mixes. For more information, contact www.telesoniconline.com

Follett Announces Launch Of Horizon 700 Series Ice Machines

Follett Corporation has added the Horizon™ 700 series to its industry-leading line of Chewblet® ice machines. The Horizon 700 series makes up to 675 lbs of ice in a 24 hour period and is available in self-contained models with air or water cooled condensing. In addition, customers have their choice of Chewblet or Micro Chewblet ice. The Horizon 700 series ice machines are available as top mount models, or with RIDE™ remote ice delivery equipment. Follett ice machines with RIDE technology can deliver ice-through-atube up to 75 ft away. When an ice and beverage dispenser is automatically filled using RIDE technology, operators can save time and money by easily accessing the dispenser hopper for cleaning. And the heat, noise, and bulk of the ice machine can be removed from the customer area to provide an upscale drink station. The 22.6” wide model can be placed on 22” dispensers, under counters, and on wall mount brackets. For more information, contact Follett Corporation at 800-523-9361 or visit www.follettice.com.

Coffee Non-Profit Tapped for World Health Organization Advisory Panel

The executive director of the Waterbury-based international non-profit Grounds for Health has been asked to join a Technical Advisory Committee of the World Health Organization (WHO). The invitation is to participate in updating “The Pink Book” which outlines international guidelines for cervical cancer prevention. August Burns, MPH, CM, PA was invited by the WHO to join a panel of world experts based on Grounds for Health’s 16 years of experience creating cervical cancer prevention, screening and training programs in coffeegrowing communities. Created in 1996, Grounds for Health has established community-driven, locally sustainable cervical cancer prevention programs in rural coffee-growing areas. Its success has been made possible thanks to the support from over 200 coffee companies and individuals who seek to end the economic and social burden of losing women in their prime to a preventable disease. Learn more about Grounds for Health at http://groundsforhealth.org

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

www.singolo.ca

07/13/2012 11:29:17 AM

www.daterracoffee.com.br

Advertisers Index

Company ....................................... Phone ............................... Web .......................................................Page ........ CoffeeFest Booth

Aerobie Inc .................................................................. 650.493.3050 ....................................... www.aerobie.com ....................................................................... 24 ..................................................902 Agtron .......................................................................... 775.850.4600 ....................................... www.agtron.net ........................................................................... 30 Boston’s Best Coffee Roasters .................................. 508.238.8393 ....................................... www.bostonsbestcoffee.com ..................................................... 13 Bridge Brand Chocolates.......................................... 415.677.9194 ....................................... www.bridgebrandschocolate.com ........................................... 30 BriteVision.................................................................... 415.374.8119 ....................................... www.britevision.com ................................................................... 17 ..................................................416 Canterbury Coffee Corp. ......................................... 888.273.8684 ....................................... www.canterburycoffee.com ...................................................... 27 Coffee Fest.................................................................. 800.232.0083 ....................................... www.coffeefest.com ................................................................... 25 CoffeeTalk & the Daily Dose ................................... 206 686 7378 ...................................... www.coffeetalk.com ............................................................16, 30 ..................................................717 Costellini’s .................................................................... 877.889.1866 ....................................... www.costellinis.com .................................................................... 29 ............................................... 1007 Curtis ............................................................................ 800.421.6150 ....................................... www.wilburcurtis.com/goldcupbrewer/coffeetalk .............. 17 ............................................... 1006 Daterra Coffee .......................................................... 330.941.2555 ....................................... www.daterracoffee.com.br ...................................................... 27 Descafeinadores Mexicanos SA de CV ................. 522.717.127.066................................. www.descamex.com ................................................................... 30 EAG / Tea Packs ........................................................ 877.345.7832 ....................................... www.teapacksusa.com ............................................................... 29 Eagle Web Press ........................................................ 800.800.7980 ....................................... www.eaglewebpress.com .......................................................... 23 Ekobrew ....................................................................... 206.571-0289 ...................................... www.ekobrew.com ...................................................................... 23 Espresso Me Services ................................................ 360.213.0715 ....................................... www.espressomeservice.com .................................................... 29 ..................................................717 Everpure....................................................................... 800.942.1153 ....................................... www.everpure.com ..................................................................... 30 Fair Trade USA ........................................................... 510.663.5260 ....................................... www.fairtradeusa.org ............................................................... 29 Finum by Riensch & Held GmbH & Co. KG........... +49.407.34240.................................... ...............................................................................7 Follett Corporation .................................................... 610.252.7301 ....................................... www.follettice.com ...................................................................... 15 Fres-co System USA, Inc. ........................................... 215.721.4600 ....................................... www.fresco.com .......................................................................... 21 Global Customized Water ....................................... 805.484.1589 ....................................... www.globalcustomizedwater.com ............................................ 29 ..................................................824 Grounds for Health .................................................... 802.241.4146 ....................................... www.groundsforhealth.org ....................................................... 30 Insight Beverages, Inc. ............................................... 888.799.1598 ....................................... www.insightbeverages.com ..........................................................6 International Coffee Consulting Group ................. 818.347.1378 ....................................... www.intlcoffeeconsulting.com ................................................... 29 Java Jacket ................................................................. 800.208.4128 ....................................... www.javajacket.com ...........................................................19, 30 .................................................917 Knutsen Coffees, Ltd. ................................................. 800.231.7764 ....................................... www.knutsencoffees.com ....................................................21. 30 ..................................................717 LBP Manufacturing ..................................................... 800.545.6200 ....................................... www.lbpmfg.com ........................................................................ 11 Loring Smart Roast..................................................... 707.526.7215 ....................................... www.smartroaster.com ..................................................................3 Melitta SystemService USA, Inc............................... 847.717.8900 ....................................... www.melittasystemservice.com ...................................................9 North Atlantic Specialty Bag ................................... 877.827.5270 ....................................... www.northatlanticbags.com ...................................................... 24 OptiPure ...................................................................... 800.333.2556 ....................................... www.optipurewater.com ............................................................ 29 Orleans Coffee Exchange........................................ 800.344.7922 ....................................... www.orleanscoffee.com ............................................................ 29 ........................................................... 800.562.2247 ....................................... .................................................................. 29 ..................................................619 Pack Plus Converting ................................................. 909.902.9929 ....................................... www.packplus.com ..................................................................... 29 Perka Inc. ..................................................................... 503.427.1377 ....................................... www.getperka.com .................................................................... 13 ..................................................628 Plastic Parameters Inc................................................ 877.594.0805 ....................................... www.plasticparameters.com ..................................................... 21 Pod Pack International, LTD...................................... 225.752.1160 ....................................... www.podpack.com ..................................................................... 23 Rocket Man Equipment .............................................. 800.921.0199 ....................................... www.rocketman.com .................................................................. 27 Scolari Engineering S.p.A. ........................................ 856.988.5533 ....................................... www.scolarieng.com ................................................................... 32 Service Ideas, Inc. ...................................................... 800.328.4493 ....................................... www.serviceideas.com ............................................................... 30 Simpson & Vail ........................................................... 800.282.8327 ....................................... www.svtea.com ........................................................................... 23 Smoothie Essentials Supplement-Boosts ................. 415.382.6535 ....................................... www.smoothieessentials.com ..................................................... 27 ..................................................407 .............................................. 704.291.9595 ....................................... ....................................................... 23 Stalkmarket Products (Asean Corporation) ........... 503.295.4977 ....................................... www.stalkmarketproducts.com ............................................ 2, 30 ..................................................725 The Cocoa Cabana ................................................... 847.851.8775 ....................................... www.thecocoacabana.com ....................................................... 28 The Dynamik Group .................................................. 206.686.2525 ....................................... www.dynamikspace.com ........................................................... 13 ............................................... 1005 The GFB: The Gluten Free Bar ............................... 773.304.8496 ....................................... www.theglutenfreebar.com ....................................................... 27 ..................................................729 The Metal Ware Corporation.................................. 800.624.2949 ....................................... www.nesco.com ........................................................................... 21 ..................................................827 Tightpac America inc. ................................................ 888.428.4448 ....................................... www.tightvac.com ....................................................................... 30 ..................................................923 Tipu’s Chai, Inc ............................................................ 406.883.4500 ....................................... www.tipuschai.com ..................................................................... 30 ..................................................740 Torie & Howard, LLC ................................................. 860.799.7772 ....................................... www.torieandhoward.com ........................................................ 28 ..................................................619 Two Rivers Coffee, LLC.............................................. 973.685.6564 ....................................... www.tworiverspack.com ............................................................ 23 uVu Lid Company ....................................................... 561.982 7770 ...................................... www.uvulid.com ........................................................................... 31 VacuCraft .................................................................... 305 599 3001 ...................................... www.vacucraft.net ...................................................................... 28 Venco Business Solutions............................................ 800.762.9962 ....................................... www.vencosolutions.com ............................................................ 28 Vessel Drinkware ........................................................ 855.883.7735 ....................................... www.vesseldrinkware.com ........................................................ 19 ..................................................828 Vita-Mix Corporation................................................ 800.437.4654 ....................................... www.vitamix.com/thequietone ............................................ 5, 30 ............................................... 1016 Walker Coffee Trading Company.......................... 713.780.7050 ....................................... www.walkercoffee.com ............................................................. 21 ..................................................517 Weldon Flavorings ..................................................... 502.797.2937 ....................................... www.WeldonFlavorings.com ..................................................... 27 White Coffee Corp. .................................................. 800.221.0140 ....................................... www.whitecoffee.com ................................................................ 30

28 September 2012

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

Pacific Bag, inc. www.pacificbag.com 800.562.2247

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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

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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

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).

Coffee Travel

Chocolate

Vacuum Container

Green Coffee Importers

Vitamix

Coffee Adventure Travel

800-4DRINK4 www.vitamix.com/ thequietone

8800 662 5406 www.coffeetalk.com/cat

Bridge Brands Chocolates

+522.717.127.066 www.descamex.com

Tightvac

Knutsen Coffees, Ltd.

888.732.4626 www.bridgebrands.com

888.42.TIGHT www.tightvac.com

800.231.7764 www.knutsencoffees.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.

Explore the birthplace of coffee, Ethiopia on this amazing 11 night, 14 day journey with hosts Miles and Kerri Small of CoffeeTalk Media. Our first trip leaves November 30th! Visit our web for complete details.

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

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

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

Roasted Coffee

Charitable Giving

Non-Profit

Marketing

Coffee Analysis

White Coffee Corp.

Track the Impact

Grounds for Health

Tipu’s Chai, Inc.

Coffee Analyzers

800.221.0140 718 204 7900 www.whitecoffee.com

619.889.1997 www.tracktheimpact.com

802.241.4146 www.groundsforhealth.org

888.506.2424 www.tipuschai.com

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.

Tipu’s™ Chai is a bold alternative to coffee, tea, and American Chai. Stop shipping water by using our Chai Now™ food service product to make your own chai tea concentrate. We supply the reusable bottle and the chai you just add water!

775.850.4600 www.agtron.net 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.

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.