February 2013 by CoffeeTalk Magazine

February 2013 Vol. XXVI No. 2

www.CoffeeTalk.com

See Coffee Fest Listings page 26

Warming Up to a Frozen Beverage Program page 10

The Power of POS

What’s Your Legacy in Coffee Going to Be?

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A Master’s in Coffee

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This Month:

Contents

What Is a Brand: What Is your Story? A Tip a Month

The View

Warming Up to a Frozen Beverage Program

A Master's in Coffee

10 Warming Up to a Frozen Beverage Program

Part 1

14 A Masterâ&#x20AC;&#x2122;s in Coffee

The Power of POS

Social Media Madness

Retailer / Roaster Profile

A Taste of Italy in San Diego

16 The Power of POS

Who We are Owners

What's Your Legacy in Coffee Going to Be?

Raising a Glass to Ted Lingle

24 26

News Bites

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 Rocky Rhodes, 818.347.1378 rocky@coffeetalk.com

Coffee Fest - New York listings

Advertiser Index

Design

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

Administrative

Administrative Director, Accounting, Subscriptions Sandra Hundacker, ext 4 sandra@coffeetalk.com

Mailing Info

Feature

Warming Up to a Frozen Beverage Program

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. 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 2013, HNCT, LLC, All Rights Reserved

February 2013

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n November, we provided you the top 10 Tips to Avoid Expensive Mistakes Before Signing a Lease. Each month will focus on each tip in detail. For this month, Tip 1 – What is a Brand: What is your Story? Why is it critical to have a Brand? Why is your Brand inclusive of your customer, your menu, and your community? When launching a new café or re-launching an existing café, a strong Brand Story will connect you with your customer, and connect your customer with your Brand. Think of Brand as a story you are sharing about your unique elements, your unique purpose, and your unique products and services. Also, having a Brand “language” provides a way to revise and update your brand every 5-7 years in order to stay innovative and ahead of the market trends to keep your Brand unique and compelling. The language is an itemized group of brand elements carefully created and grouped together to make a coherent and compelling brand Ideally, you will create your brand first before searching for space – as that brand groundwork will provide you the site selection checklist in order to make a good space decision. Sustainability, community relationships, and overall “purpose” for starting your café, will be evident in the products you carry, your customer service and operations, and overall experience. Integrate your beliefs and values in these areas into your Brand Story. Hiring the right team of experts at the beginning – during the Brand Creation Phase - can make all the difference in creating a successful café. From Marketing to Space Design to Site Selection, all of these mindsets bring value to your vision from the very beginning. Your Brand is the foundation for your café’s success and longevity. Your passion and vision, along with the right team of experts at the beginning – can make all the difference in creating a unique and successful café. Stay tuned every month for valuable tips. Melanie Corey-Ferrini, Experience Architect with Dynamikspace offers services from consulting to full service café creation. www.dynamikspace.com

Be sure to visit our expanded version of this article on our website: magazine.coffeetalk.com/february13-branding-tip/

finum.com

Kerri Goodman-Small & Miles Small

The View L

ater this week, we are hosting a tour to the coffee growing regions of Costa Rica for about 50 C-level executives from the Office Coffee Service sector of the coffee world. A trip like this always revitalizes me. It reminds me of how huge, and diverse, and broad, and profitable coffee is. The OCS folks represent approximately 30% of the total coffee sold in the United States. Plus the OCS roasters also typically sell products through multiple channels such as commercial, grocery, and even specialty and so represent an even larger proportion of coffee sales. This tour is, for most of these participants, the first time they will have visited an origin country and experienced a specialty coffee farm. The OCS operators and distributors have started recognizing that greater attention to quality coffee translates to potentially higher customer satisfaction and higher revenues. It is easy to lose sight of the vast scope of coffee when all you focus on is our dayto-day businesses in the specialty industry. But starting next month that all changes as we enter into the tradeshow season and participate at all levels in the industry. Soon will be Coffee Fest NY, AFCA, the International Restaurant and Foodservice show, and the National Coffee Association with the SCAA and the NAMA One Show following hot on their heels. These shows represent the key market segments that comprise our industry other than grocery. (And many in grocery will likely be at one of these shows as well.) Which leads me to wonder what this year will bring? There are substantial challenges that face Specialty Coffee not the least of which is a definition of what specialty coffee is. Many restaurant and foodservice operators see specialty as a coffee beverage with additives, such as alcohol or flavorings.

Many OCS operators see specialty as flavored coffee. Some cafes see specialty coffee as a beverage made by a professional barista using traditional methods. Some believe that only espresso with no additives is special. Is ice coffee special? Growers see specialty as meeting the minimum SCAA cupping score of 80 or above. And so on.

According to Ric Rhinehart, the specialty coffee market in the US has reached maturity with anticipated growth of only 1 to 2% annually. The majority of growth will be in coffee producing countries. (Maybe aspiring roasters and baristas would be better served learning Portuguese and Spanish along with pulling the most perfect shot?)

The industry’s adherence to quality Arabica coffees is being challenged by robusta coffees and the mixed messages from some is confusing our consumers. As Ric Rhinehart said at the NAMA Coffee, Water, and Tea show, “We’ve shifted away from those coffees now,” Rhinehart observed. “Today’s best robustas and ‘naturals’ are better than they were a quarter of a century ago, but they’re not as good as the better milds. Let’s not make the same mistake again. People want to love coffee; let’s not discourage them. “ (Vending Times; December 2012) while at the same time the SCAA and CQI are moving rapidly to bring robusta into the specialty tent.

I wonder if we have simply lost sight of why you should open a business in the first place – business ownership is an investment strategy pure and simple. If you are not in it to recover your investment and make a tidy sum extra for you and your loved ones, then you should just put your money into a mutual fund. At least there you are not likely to lose it all overnight.

I wonder if the apparatus of specialty coffee is poised to collapse under its own weight? There are the beginnings of rumblings that barista jams, cool events, elaborate international junkets, and self-congratulatory preparation methods have not put a single extra dime of profit into the rank and file indie cafes’ cash drawer. Then there is the problem of being top-heavy in talent. As Nick Cho wrote in a recent blog, “What are we going to do with all these twenty-somethings who we have convinced that being a barista is a realistic long-term career pathway? We have flat growth in coffee retailing and very limited opportunity beyond barista. All these golden promises we have made to aspiring coffee professionals are likely empty. There simply is no room in the retail side to absorb all this trained talent.”

So this year I hope we can declare “The Year of the Profitable Cafe.” Without profits, all of the other exciting elements of Specialty Coffee are just distracting wastes of time and money. The next year should begin to answer some of these questions. The future lies in a refocus on profits and good business decisions based on local market realities. Having the most expensive and highly rated equipment in the expert hands of a highly trained barista competitor is meaningless if as a result of bad site selection your café is only grossing $135,000 a year. If you decided to open a café to make money, feed your family, and save for the future instead of just buying a job to have something to do for a few years until you figure out what you really want to do, then this coming “Year of the Profitable Café” is for you. The profit motive is built-in and natural to those other segments – the OCS operators and the multi-million pound roasters; the medium and large chains and the green importers – it is about time to get it back into the specialty coffee industry.

Calendar

Feb 6-10

NAMA/CoffeeTalk Roaster Origin Tour to Costa Rica

Mar. 14-16

ICT Expo 2013 / Cafe Asia - Marina Bay Sands, Singapore

Feb. 7-9

IWCA III International Convention - Guatemala City, Guatemala

Mar. 17-20

ACF Northeast Regional Conference - Verona, NY

Feb. 14-16

10th African Fine Coffee Conference & Exhibition! - Kampala, Uganda

Mar. 21-23

NCA Convention - San Francisco, CA

Mar. 23-24

Coffee & Tea Expo NYC - New York, NY

Feb. 15-17

World Tea & Coffee Expo - Mumbai, India

Apr. 1-3

EXPO Finefood - Shanghai, China

Feb. 28-Mar. 2

Tea & Coffee World Cup Exhibition - Singapore

Apr. 10-14

SCAA Event 2013 - Boston, MA

Mar. 1-4

ACF Southeast Regional Conference- Louisville, KY

Apr. 12-15

ACF Western Regional Conference - Coeur d’Alene, ID

Mar. 3-5

Intl Restaurant and Foodservice NYC - New York, NY

Apr. 21-22

The Northwest Foodservice Show - Portland, OR

Mar. 3-5

Ultimate Barista Challenge USA - New York, NY

Apr. 22-28

UK Coffee Week

Mar. 7-10

Natural Products Expo West - Anaheim, CA

Apr. 24-26

NAMA OneShow - Las Vegas, NV

Mar. 8-10

CoffeeFest - New York, NY

Apr. 25-28

The London Coffee Festival - London, UK

February 2013

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Warming Up to a Frozen Beverage Program by Richard Stein

filled with nutrient-rich powder that can be added to a frozen beverages. Ellie Gross, Vice President at Juice Bar Solution, says that “frozen and iced beverages are easily converted to healthy drinks with the addition of supplement-boosts.” Another way to emphasize healthy frozen drinks is to eliminate sweeteners, syrups and creamers. The folks at Weldon Flavoring developed liquid flavorings that are pure sugar-free, containing no sweeteners or syrups, calories, carbs, fats, sodium, creamer or caffeine. A coffee alternative is chai, a blend of black tea and Indian herbs and spices. Tipu Chai‘s Chai Now is a complete instant product that uses an organic, non-GMO soy milk powder, sweetened with organic cane juice for a healthy, vegan product.

t is now a given to say that in today’s economy, times are tough. Coffeeshop and cafe owners are experiencing a freeze in revenue because of slow business. Therefore, they must find creative ways to not just make more money—they need to sometimes break even. But, what retailer doesn’t want to boost their revenue? They are always looking for ways to increase sales. Why not give them a boost by applying a frozen beverage program? When we talk about frozen beverages, of course, we are referring to smoothies, iced coffee, shakes, frappes, lemonades or creative concoctions designed by owners. “Frozen beverages have clearly moved from being a niche or specialty offering to a mainstream consumer expectation,” notes Russ Arnold of Blendtec. They are not only popular, but as Desiree Mimlitsch from Cappuccine says, “frozen drinks generally offer the highest dollar profit of any beverage excluding alcohol.” Also, she says, “frozen drinks are popular during slow afternoons.” And Michael Rice of Follett says that frozen beverage programs offer retailers another avenue for revenue growth. Competition is fierce these days. Independent coffee houses and cafes are continuously contending for customers’ attention. So, if you like to shake things up and stay competitive, introducing a variety of frozen beverages can be a great way to do it. Big Train’s Frank Lindsay agrees that all retail coffee house outlets would greatly benefit by offering frozen drinks. But on the flipside, he cautions, “they risk losing core customers to competing coffee houses, juice bars, and other foodservice outlets.” Don’t let that discourage you from adding them on the menu, though. One thing to consider is location. Paul Maxwell from Beyond the Bean says that “depending on your location, frozen drinks can be a yearround menu listing.”

One way to lure health-conscious customers to frozen beverages is to advertise the health benefits of frozen beverages--many customers think of them being a healthy alternative. Mont Blanc’s Michael Szyliowicz says they are healthful treats during the warmer, spring and summer months and that capitalizing on their healthy benefits can be a plus for retailers. Another way to do this is through supplements known as “boosts”, which are packets

What about the ingredients? There is a broad range—everything from from fresh fruit and vegetables, to frozen fruit and vegetables to prepackaged smoothie mixes. What you choose for ingredients depends much on your operations plan, customer expectations, and other factors. Flavor is proven to be most important to a beverage consumer, emphasizes Lani Peterson of Foodservice. Operators should pay attention to flavor above everything else. Smoothies are always an easy beverage alternative. Because of their nutritional value and ease of making, they are a very popular drink around the world. Attention to the quality of ice is also very important, as it is a staple ingredient in any frozen beverage. The fresher the ingredients, the better tasting the beverage. Steps to Smooth Success The biggest challenge is not knowing exactly where to start. There will definitely be start-up costs, overhead costs and possible permits, licensing or franchise fees. Writing a business plan is highly encouraged, as it will give you an outline of what to expect. Estimating costs and consulting a frozen beverage firm is highly recommended. Nadine VanDeventer, of Treehouse Brands, says, “Start up costs, which are minimal, include a blender ($500 - $1,000) and cups/ lids to offer your drinks.“ Training employees is also an important part of the process once a frozen beverage program has been implemented. Andrew Dun of Insight Beverages advices retailers to incorporate a comprehensive training program “to ensure that employees know how to properly maintain, fill and clean the dispensing equipment.” Additionally, a comprehensive marketing program is required to build consumer awareness and trial of frozen beverages. It is especially important that retailers market frozen beverages outside of their stores to attract new consumers.

February 2013

cont. on page 12

Frozen Beverages Here are a few additional tips from leaders in the beverage industry: • Michael Szyliowicz of Mont Blanc: Sampling during busy times will increase orders and encourage your employees to promote the program with every order. • Frank Lindsey from Big Train: Maintain consistency: loyal, repeat customers are comforted by the fact that they will get the same great tasting drink made the same way, each and every time they visit their favorite outlet. • Paul Maxwell from Beyond the Bean: Use POS to highlight the range that you are offering to tempt and entice customers to consider a frozen drink from your business and not from the international chain down the road. • Steve Christensen from Stoelting: Great customer service, great quality of food and beverage, and an interesting and unique store environment in a great location. • Gina Costello from Costellini’s: We suggest always sample your regulars for their input. Of course we supply the free product for sampling. Beverage company leaders also provide tools that can contribute to retailers’ smooth success. For instance, Add a Scoop offers a free POS flip chart which includes ingredients and nutritional information for all 19 of our products. Foodservice provides POS, recipes, online training videos and equipment rebates. As far as mixes, Cappuccine offers a wide variety of frappe mixes that can either be used as stand-alone flavors or bases to make your own signature drinks. For businesses looking for a more customized program, PreGel America sales representatives and chefs work closely together to design products and/or recipes suited to the particular client’s needs. Treehouse Brands has training materials for product make up, posters, tubs, lids and scoops. At Stoelting, monthly classes are held for end-users to learn practical methods of making and promoting menu items including frozen beverage. Blenders and ice machines If you decide to offer frozen beverages the choice of which equipment to use in order to make or dispense your product can be daunting. There are so many choices! Ellie Gross of Juice Solutions believes that the right equipment makes a huge difference. Many retailers don’t realize how many options there are beyond just a countertop blender. For example, Blendtec has a full range of blender-dispensers that offer varying degrees of automation. Equipment like this can provide great efficiency and allow multitasking, which is key for smaller crews or busy establishments. Key aspects of smoothie blending equipment include power and durability: You need enough blending power to demolish ice, frozen fruit and any other ingredients, as well as to create a smooth texture. And you need a blender that can handle dozens of blends per hour without overheating or breaking down. Ice machines are of equal importance. Qualty ice results in quality frozen beverages. Being a supplier of ice machines, Follett can contribute to those retailers that offer blended drinks, such as smoothies or frozen lattes, as part of a frozen beverage program. They specialize in ice machines that produce Chewblet ice, a form of nugget ice that is softer than the typical hard cube-type. Additionally, Manitowoc is unveiling their new ice machine, NEO™, an all-in-one, undercounter ice making and storage solution, that offers up to 33 lbs more of ice production within the same footprint of their existing models. As we see, when implementing a frozen beverages program, there is much to consider. But, it can be rewarding. It is a great way for retailers to diversify their product offerings and provide a very hot trend in the industry. There are numerous resources for finding the right program for your business.

We were not able to include all frozen beverage mix and equipment vendors in this article, for a complete listing please go to yellowpages.coffeetalk.com.

12 February 2013

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A Master’s in Coffee by Ashley Prentice Photography by Giuliano Koren Part 1

t was a long journey, travelling from Guatemala City, my hometown, to Trieste, Italy. I arrived on a Wednesday afternoon, which gave me enough time to get settled in before classes started that following Monday. I came to Trieste to pursue a Master’s in Coffee Science and Economics, organized by the Ernesto Illy Foundation, along with the Universities of Trieste and Udine, and other local organizations. I heard about this program six months before it actually started. According to the website, the Master’s would cover three main disciplinary areas: economical-administrative, biological-agronomic, and technological, providing a holistic learning opportunity regarding coffee and its production cycle.

details regarding applications, living, and transportation during our stay. So after various months of paperwork and getting things ready, finally arriving in Trieste seemed unreal.

How I Got Here Coming from a coffee producing family, I have seen coffee since I was a young child; but I became truly intrigued with coffee when I was employed in the United States working with CoffeeTalk Magazine in Seattle. I had the opportunity to experience not only, different coffees from around the world and their idiosyncrasies, but learn about the complexity of the whole supply chain. During my time at CoffeeTalk I had the opportunity to attend multiple coffee conferences, meet various industry professionals, and even get my Q-grader certificate along with Kerri Goodman, Owner and Publisher of the magazine. Working under Kerri was a great experience, and the knowledge and skills I acquired during that time are invaluable. I had been working at the magazine for around 13 months when I read about the Ernesto Illy Master’s in Coffee Science and Economics, and just by reading the curriculum I could tell this would be the perfect next step in my career (Ok and maybe the part about living in Italy for five-months had some influence too.)

After the press conference, our class was introduced to the faculty staff, as well as to some company staff. The program began in 2011, meaning that we will be the third edition of the Ernesto Illy Master’s program. We are a diverse group with very distinct backgrounds. Individuals from all over the world are partaking in this program: Kenya, Tanzania, Ethiopia, India, Brazil, Colombia, Costa Rica, Italy, Peru, Germany, Italy, and a couple of us from Guatemala. Our class is comprised of 18 students, all with different qualifications in everything from Business Administration to Biomedical Science.

It was just before the application deadline. I applied for one of the scholarships the Ernesto Illy foundation provides for several individuals from coffee producing countries. The Illy family established the Ernesto Illy Foundation in 2008; and their motto since then has been “Cultivating and developing knowledge, ethics, and sustainability.” While the Master’s program has a cost of €15,000; every year, the Foundation grants seven full scholarships and two partial scholarships to graduates worldwide with an education in Economics, Engineering, Sciences, Agriculture, Business, and other similar disciplines. A few weeks after sending in the application, I got the exciting news that I had been awarded one of nine scholarships to go to Trieste for this Master’s program. The Ernesto Illy Master’s staff was immensely supportive in helping us arrange our stay and fix all the

Only the Beginning Orientation day began with a press conference held by Dr. Andrea Illy, Ms. Ana Illy, and faculty of the other participatory Universities. They welcomed us to Trieste, and explained in detail the program to all of those present. In a nutshell, the Master’s degree in Coffee Science and Economics is a five-month program, composed of 400 hours of lessons and divided into 20 educational modules, covering coffee from crop to cup. Ultimately, all the graduates will be obtaining 60 formative university credits, which are fully recognized by the Italian university system.

It has only been a week, but so far, it has been a great and unique experience. Classes have begun, and already, it is a very intense program. On the first day of classes, we immediately began with the first module: Coffee Genetics. A few of us with Business and Marketing Degrees were worried that we would fall behind because of our lack of preparation in this subject, but the teachers have done a great job explaining the material and even covering some basics so everybody would comprehend the concepts. (Nonetheless, we will have to study a lot for our exams.) We also began other courses such as Industrial processing; International sourcing; and Botany & Plant Physiology, where we are learning everything about plant cells, cell reproduction, and coffee plant morphology. Nevertheless, it looks like this will be an exceptional five months, and this is only the beginning of this journey in Italy. This will be the first of six monthly articles that I will be writing on my experience during the program. There is plenty to mention about this wonderful cross-cultural experience, our classes, and of course, lots to mention about Coffee! Ciao, Ashley

14 February 2013

The Power of POS by Richard Stein

unning a service business is not easy: margins are tight and you can never be too efficient or know too much about your business. Sophisticated POS (Point of Sale) systems provide reporting that helps owners and operators become more successful. Data is king, if you know what to do with it. Modern POS systems can also share insight into customer buying habits and patterns, control inventory and operation costs, labor costs and manage online reservations. For instance, many POS systems are able to manage a customer list, says Robert Bethge of Perka. Understanding who your best customers are, how frequently they visit and how much they spend when they do purchase is vital to being able to recognize, and reward, your most valuable customers. In order to get a better understanding of POS systems and their potential, we asked several experts in the industry a few questions for operating a lucritive POS system for your business. As powerful as a good POS is as a way to collect money, what are other key tips for either generating more income or providing costsavings to operators? Duessa Holscher of Coffee Shop Manager offers this valuable tip: “To generate more income, you need to focus on selling more to your customers during each transaction, bringing your customers back more often, or gaining new customers.” Attention to the customers habits is a must, because you can specialize on each individual customer‘s favorite beverages. Speaking of individualized attention, social media is another good way to reach out to people. David J. Gosman from pcAmerica says to be social. More than ever, social sites like Pinterest, Twitter and Facebook are influencing how people make choices. Also, he advises to incorporate Online and Mobile Ordering, which can occur through a computer, tablet device or even a mobile phone, allows customers to order in the fashion most convenient to them, meaning more business for you. How does a POS system reduce operational costs? Sophisticated software can improve accuracy of orders and track inventory to reduce waste. But the system itself costs money, and owners should put its cost into consideration. “A store owner should evaluate the ‘cost of ownership’ which would include the cost of the system, setup, maintenance/service contracts and annual software fees,” says Glenn Deal of Casio America. But, after installing a POS system, it should pay off when owners begin to see more money as a result of added efficiency. For instance, Jason Richelson of ShopKeep, points out that if designed right, POS systems automate all of your reporting, so merchants can look at their store data in ways that are actually meaningful. Likewise, Jeff Schaeffler of Vivonet says that “tighter control of product being sold, discounts being given, increased accountability and safeguards that come with a POS system can sometimes pay for itself. Monitoring and managing labor costs is also critical to your restaurant’s profitability. The cost of labor is the second-highest cost in the restaurant business. Modern POS systems give owners the ability to develop a more comprehensive strategy for managing labor costs with precise forecasting software in real-time. How can a POS system help increase store traffic? People don’t like to wait in lines; the longer a customer has to wait in line, the less likely it is that they will return to the store. A good POS system will move the lines quickly. “They can increases order accuracy, helps decrease wait time, and can provide digital signage which creates entertainment for customers while informing them about your products and promotional items,” emphasizes Louise Casamento from MICROS Systems. Additionally, Jason Richelson from ShopKeep POS believes that having an efficient and simple point of sale system allows cashiers to do more transactions than normal, keeping the line short and the customers coming back.

Both Robert Bethge of Perka and Mike Spence of SelbySoft agree that POS systems can also be used as marketing tools to increase customers. As part of an integrated store management program, owners and managers can use today’s POS to understand day parts, vist patterns, and which are top selling items. Online ordering and reservations solutions that are integrated to a POS can prove to be highly effective in helping to increase sales. Another way to increase traffic is to impliment a happy hour program, if you own a liquor license. This way, you will bring new customers who want to wet their whistles, and hopefully will want to return.

Shannon Arnold from Maitre’D offers 7 Tips to build better profits with a POS system: • Control food costs • Monitor and improve kitchen productivity • Reduce theft and shrinkage • Manage labor costs • Boost up-selling • Save back-office effort • Manage multiple locations more effectively How does a POS system related to a loyalty program? Loyalty programs are incentives for customers who are just that – loyal customers. It is a win-win situation. Retailers acquisition of information relating to their customers’ spending habits, while the customer receives discounts for their continued patronage. Where do POS systems fit into loyalty programs? Robert Bethge at Perka extolls the virtues of our digital age. “Digital and mobile loyalty programs are increasingly popular in all types of small businesses and local shops,” he emphasizes. “When a merchant uses a mobile loyalty system that connects to customer smartphones, its possible to not just count how many visits each customer makes, but very specific information about how much they spend and when.” Robert advices that merchants should learn how regular customers behave different than VIPs or just the occasional visitor. With loyalty programs, again we see that data is king. “Managers who use numbers to make decisions really value having the actual purchase amounts associated with a customer visit,” he says. “Customers love reward programs and are increasingly growing to expect them in their favorite shops and restaurants,” explains Duessa Holscher of Coffee Shop Manager. “With a loyalty system that’s integrated to your POS, it’s easy to record specific transaction data.” As Jeff Schaeffler of Vivonet points out, a retailer can identify what and when an individual customer purchased through that transactional data. Integrating this buyer behavior into a loyalty program allows restaurants to deploy offers that will have much greater appeal in a more targeted manner. Shannon Arnold explains that some POS Systems offer a built-in integrated loyalty program. But, she warns, the challenge with a loyalty program is ensuring that it contributes incremental sales and does not discount sales that you would have gotten without a loyalty program. By using POS data, you can gather more accurate information including specific times of day. What factors should be taken into account when selecting a POS? “Budget would probably be number one,” says of Glenn Deal. “Make sure the systems you are evaluating meet your needs to run your business efficiently.” David Gosman agrees with the idea of efficiency being priority: “A good POS should offer productivity tools that boost efficiency within the business.” A POS system should also meet certain criteria. Duessa Holscher thinks at it is critical that any system you choose is PA-DSS certified for PCI Compliance, which means it handles credit card data in an approved way. Jason Richelson suggests to do your research and make sure that you can talk to your POS provider if you have any questions. “The last thing you want is to invest in a POS system that stops working and you have no one to call and help you,” he advises. And Sean Connors emphasizes ROI (Return on Investment) instead of PRICE. From a financial standpoint, the buyer needs to evaluate the potential ROI of the system instead of simply comparing prices. Adding a POS system can be pricey, but it can also lead to expanded business and more revenue. Consider the following before installing one into your store: Create a budget, identify your needs and know your customers. Once you have made the right adjustments and are ready to purchase a POS system, make sure you first research companies who sell them and request a demo. You can also find reviews online as well as other companies who use their systems. They are powerful tools for refining your services as well as your bottom line. We were not able to include all point-of-sale and loyalty system vendors and equipment vendors in this article, for a complete listing please go to yellowpages.coffeetalk.com.

February 2013

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Social Media Surges as Skepticism Rises New media sees biggest rise in trust, jumping by 75 percent

Social Media Madness This year’s Barometer once again looks at the number of times people need to hear something to believe it. Against the backdrop of increased skepticism, 63 percent say between three and five times (figure 12), which represents a four-point uptick over last year. In Japan, which now sits second from the bottom of the Trust Index, the number is 82 percent (see page 2 for the Trust Index).

sites, saw the biggest percentage increase (75 percent) in trust among media sources (figure 13). Online multiple sources, made up of search engines and news/RSS feeds also saw a jump of 18 percent.

In the U.S., trust in all media sources rose, with major jumps in the perceived trustworthiness of television, radio, and newspapers as sources of information about a company (by 23, 13, and 11 points, respectively). In the U.K., those same sources increased by 25, 17, and 17 points, respectively. By contrast, in France and Germany, trust in television news and newspapers fell by ten or more points.

China saw double-digit decreases in television as a trusted source, plunging from 74 to 43 percent. Newspapers in that country didn’t fare well either (down by 20 points to 34 percent). But trust in social media jumped: micro-blogging sites and social-networking sites went from virtual distrust at just one percent each to being greatly trusted by a quarter (25 percent) and 21 percent, respectively – a likely reflection of the rapid growth in social media usage within China. At the end of 2010, Weibo (the Twitter equivalent) had 60 million users. By the end of 2011, 310 million users were on Weibo, which broke major news stories, including the corruption of the Red Cross and a high-speed train crash.

C of f ee Indus try Ma r keting and Social Media E f f ectivenes s

by Kerri Goodman-Small

While traditional media sources are still

most trusted, the diversification of ow many “friends” the do you have? Do you “Tweet” regularly? What about trusted media sources continues. In “Yelp?” And when was the last time “Pinned” an image? If you are fact, social media, which consistsyou of social networking sites, content-sharscratching your head about now, it’s time for Social Media 101. ing sites, blogs, and microblogging

But wait! Isn’t social media about selling consumers you ask? Figure 12: Skepticism requiresto repetition 13% Remember, 5% ONCE (1) TEN OR MORE TIMES (10+) every business person to whom you sell is also a consumer! And, according 14% TWICE (2) 1 6% to the Edelman Trust Barometer 2012 Report , businesses must broaden their SIX TO NINE TIMES (6-9) definition of leadership to execute on both the fundamentals of profit and How many times in general do you societal good. 2012 brought anhearunprecedented nine-point decline in trust in need to something about a specific on company to believe that As government officials are being government, the report goes to say. And information is likely to be true? seen as less credible, so are CEO’s. More and more people are turning to their 35% THREE TIMES (3) peers. “A person like me” has re-emerged as one of the three most credible 28% FOUR OR FIVE TIMES (4-5) spokespeople with its biggest increase in credibility since 2004. Informed Publics ages 25-64 in 25 countries

Marketing & Data as of January 2013

63% THREE TO FIVE TIMES

B2C vs B2B Figure 13: People now trusting multiple media sources How much do you trust each of the following places as a source of information about a company? So how do you use +10% Social Media for your 32% +18% 29% business? Simply put, 26% +23% 22% business today is all +75% 16% about relationships. 14% 13% Social Media gives 8% businesses large and small an even playing field to build connections “Trust a Great Deal”; Informed Publics ages 25-64 in 20 countries and customer loyalty. Facebook 2012 | Trust Barometer is particularly useful to listen to your customers’ needs, create trust, establish authority, and connect on a more personal level while remaining consistent with your brand. You can also use it to build new leads and even check out your competition. TRADITIONAL

ONLINE MULTIPLE SOURCES

2011

SOCIAL MEDIA

Facebook Likes as of January 2013

Fresh Cup

3,750

3,496 SCR

• • • • • • • • • •

How do I measure the ROI of my social media marketing? How do I find my target audience with social media? What are the best ways to engage my audience? How do I sell with social media? How should I best use my time to maximize my social media results? How do I create a social media strategy? What social media tactics are the most effective? What are the best social media management tools? How much time is required to maintain an effective social media campaign? Where can I find the answer to these questions?

Watch for our series on Social Media Tools for Success in future issues! Edelman Trust Barometer 2012 Report - http://trust.edelman.com/ http://expandedramblings.com/index.php/ resource-how-many-people-use-the-top-social-media/ 3 http://www.socialmediaexaminer.com/report/ 1

Roast

Bunn

15,671

13,807

7,229

6,721

727

TeA & Coffee

108

Social Media makes us “real” to our customers. But remember, if you want people to follow you and/or your company, you must go beyond the latest product news and share your personality with them.

So what does all of this mean to you and your business? The time has come to firmly establish your company’s online identity. With that in mind, here are the top questions marketers are (or should be) asking3:

Barista

Roasters Guild

2012

Other SM Fast Facts: - More people have digital identities than passports - Asia now has surpassed Europe in Facebook users (278 million vs. 251 million) - The Google+ button is used 5 billion times per day - “Student” is the number one occupation of Google+ users - 48 percent of Fortune Global 100 companies use Google+ - LinkedIn has 2 new signups per second - 175 million Tweets are sent daily - 4 billion hours of video are watched monthly on YouTube - 51% of people aged 25–34 used social networking in the office, more than any other age group - People continue to spend more time on social networks than any other category of sites—20% of their time spent on PCs and 30% of their mobile time - Social Media has overtaken pornography as the No. 1 activity on the web - The popularity of various social networks will change but the desire to communicate within a social network will not - With growing skepticism, repetition has become even more important to establish trust and credibility

21,977

SCAA

CORPORATE

What is Social Media? According to Wikipedia, refers to the means of interactions among people in which they create, share, exchange contents among themselves in virtual communities and networks. The most used and well-known examples include Facebook, Twitter, Pinterest, YouTube, LinkedIn and Google+. However there are dozens of Social Media sites and tools out there with millions of users. Though this list is not comprehensive, here is a list of the most popular with the number of users as of January 30, 2013 from (where else) the internet2! - 1.06 Billion - Monthly Active Facebook Users - 800 Million - YouTube Users (4 Billion Views per Day) - 500 Million - Total Twitter Users (200 Million Active Users) - 400 Million - Registered Google+ Users - 280 Million - Skype Users - 200 Million - LinkedIn Users - 100 Million+ - Dropbox Users - 90 Million - Instagram Users

CoffeeTalk

Total Advertisers in Most Recent Issue SCR

Tea & Coffee

CoffeeTalk

Barista

Fresh Cup

Roast

People Talking on Facebook CoffeeTalk 1,355 Barista 1,106 Roast 1,043 SCAA 670 Bunn 401 Roasters Guild 155 Fresh Cup 64 SCR 10 Tea & Coffee 1 90%

73%

69%

44%

26%

10%

.04%

.006% .0006%

A dvert is ers P er I s s u e

Facebook Effectiveness

Advertiser data was taken directly from the advertiser index of each respective publication’s most recent available issue on their website on 1/26/13. Issue dates range from Jan/Feb 2013 Issue to November 2012 issue.

All data was pulled from each respective company’s public Facebook profile within one 10 minute period on January 26, 2013. Backup data and info is available upon request. Email kerri@coffeetalk.com for further details.

February 2013

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Retailer / Roaster Profile: A Taste of Italy in San Diego Cafe Barbera Hillcrest, 3614 5th Avenue, San Diego, CA (949) 735-5760 www.caffebarberausa.com Phillip Arcidiacono phila@caffebarberausa.com

have never been to Italy, so it was exciting to prepare this article on the very first US store by the Italian coffee company Caffe Barbera and its American partner Caffe Barbera USA. Started by Domenico Barbera in 1870 in Messina, Italy, Caffe Barbera is now spreading across 5 continents and about 30 countries. Phillip Arcidiacono is here with us today - co-owner of American café. Let’s see what he says: V. How did the café here in the U.S. come to exist? A. Hi Max! Well, we opened this one in June, mostly as a concept store to determine what’s going to work, and what’s not going to work because the style of our store is very Italian – nice tabletops, comfortable chairs, elegant but also casual at the same time. Hill Crest, San Diego is an area that I would say is more neighborhood friendly than it is commercial friendly. We are around many great restaurants and great little local businesses, which means that there are tons of customers who are ecstatic about the quality and the flavor of the coffee. I think what really does it for us and is helping us with our business is the fact that we are roasters. We know coffee, we have been roasting it for over 140 years, so we are 5 generations of coffee roasters, and it is still held by the same family and managed in a very close way. The coffee is just fabulous. V. I can feel a classy and traditional atmosphere in this store. How did the American market react to your concept? A. All of our cafes around the world are usually really beautiful. With this café here in the U.S., initially it was very hard to see inside and it felt closed in, so we broke the front of the building down and put in all glass. It seemed like the elegant look was a little bit much at the beginning, but once people got in and saw how comfortable and relaxed the setting was with Italian music in the background, they became really comfortable and made us their little destination. They like to come in and sit down, use Wi-Fi and enjoy coffee. What makes us very different is that we serve in porcelain – we want the customer to enjoy a true experience. This is how we do it in Italy. There are a lot of Italians in San Diego, and many of them drive for 20-30 miles from around the city just to have an espresso from us. V. For those of us who have never had an authentic Italian coffee experience could you tell me more about the difference between an average American shop and yours? A. The biggest difference for us is that we always want the customer to sit down and enjoy the coffee served in porcelain, the customers like that. We also ask the customer to watch us make the coffee. If they come to the counter, they can see the coffee being made, and our baristas do a very nice job in explaining what

by Maxim Vershinin Photography by J. Katarzyna Woronowicz/J. Kat Photo, Inc.

is happening – starting from the extraction process all the way to the presentation. They like to watch us. It is very much a show to some degree, but it is also an example of the way it is done in Italy and that bonds the customers to us. Also, another important aspect is that when someone orders something other than espresso, for example a cappuccino, we take care to make sure that when you taste the cappuccino you taste the coffee in your drink first without the need to dig through all the cream and ending up with a moustache before you get to actual coffee. It is all about the right way of preparing it. V. What kind of customers do you get? A. We get the full spectrum from teenagers up to the elderly. A lot of business people that work in the area are coming in now, not only for their coffee in the morning, but also for their midday coffees, sandwiches and salads. V. What kind of food do you serve? A. Everything is prepared fresh and all done in the store except pastries. We try to prepare our food in the traditional Italian style. So, ham and cheese for example, it is not just a regular ham - it’s Italian ham and good provolone cheese. All of our croissants come from the best bakery in San Diego. V. As the quality of coffee and skills of roasters and baristas increase, it seems as if the American market is also warming up to the idea of drinking more and more of straight espresso without the need for milky additives, are you also trying to promote straight espresso? A. Yup, some people cringe remembering their experiences with espresso because they are used to tasting something that is bitter with a strong smell. However, we blend different beans: each type of beans are roasted separately then we put our blend together. So the blend is more traditionally Italian – caramel-like in color and very smooth taste – no bitterness whatsoever. When you taste our coffee it goes around the tongue and then it reaches the tongue’s back side where the flavor really gets absorbed and it is very pleasant. You love the aftertaste. V. What is the next step for Caffe Barbera’s US conquest? A. We are currently putting all our franchise documentation in place, and we plan on opening hundreds of places in the US in the next couple of years. Right now, we are just very excited to have opened the first store and have started sharing the coffee with our customers. We are also starting a large distribution business, and we already got quite a few cafes around San Diego that are using our coffee and just loving it.

20 February 2013

SEE US COFFE AT EFEST NYC BOOTH #909

What’s Your Legacy in Coffee Going to Be? by Rocky Rhodes Photo by Trish Rothgeb

Raising a Glass to Ted Lingle

ne of the early adopters of the idea to view “Specialty Coffee” as a separate segment of the coffee industry was Ted Lingle. It could be argued that he was one of the most influential people in driving the industry forward. He has created a legacy of changing the coffee industry for the better. Ted is retiring and it seems appropriate to examine his legacy and how he has influenced all of us that still have a few years before our own retirement. Coffee is rich in history. Since its discovery in Africa, it has appealed to us on many levels. To some it is just a morning fix, necessary to start the day. To others it is a moving experience with roots in exotic lands that creates a link to our own lives. Hundreds of years of cultivation, research and consumption variations make it an important part of almost every culture. Specialty coffee is new. It has been just a few decades since Erna Knutsen coined the term ‘Specialty Coffee’ and a small group of folks started to change our focus on the product. They told us that coffee does not have to be just a consumption product. It can also be a quality product. In just a few short years, an industry was born and we operate in that world now. It is an industry view that has a firm belief that if you improve the quality of a product there will be a market prepared to pay more for it. If the market pays more, then the entire supply chain will benefit. Ted’s path to quality coffee started in the family business. Lingle Brothers, started by his grandfather in 1920, saw Ted working in it for 20 years. His prominence in the industry carried him to senior levels of industry organizations. This made him a natural choice to be the founding co-chair of the SCAA. In his role at SCAA, he drove technical research to help quantify and identify quality in coffee. He wrote ‘The Coffee Cuppers Handbook’ and followed it with ‘The Coffee Brewing Handbook’. He drove innovations in evaluation science all in pursuit of enhancing the supply chain from grower to roaster to retailer. The body of research required addition resources to move forward including staff, volunteers and grant money. Coffee Quality Institute was formed under his watch as Executive Director at SCAA. Ted would later leave his post at SCAA to become the Executive Director of CQI. Many that know Ted thought this was a terrific move for him as he truly enjoys the nuts and bolts of coffee science and he saw a potential to really start changing the coffee world. At CQI Ted created the Q coffee system whereby well trained and calibrated cuppers could accurately identify, and quantify, the attributes of coffee. By training cuppers from farms to retail stores a common language of quality arose. This lessened the ambiguity and frustration of discussions in the supply chain. A formal system of calibrating cuppers was developed. A person could be taught this system and if they passed a series of 22 tests became a certified Q-Grader. The set of services offered by CQI were all designed to increase quality in the supply chain and be able to quantify that improvement objectively. Over and over it has been proven now that quality improves sales prices for each member of the supply chain. Much of the improvements were taught by CQI and verified by Q-Graders in the cup. The number of Q-Graders in the market now numbers over 2000!

R-Grader The Q-program was so successful that it is being given a makeover for Robusta coffee. Sales of Robusta tend to be a bulk blend of coffee where quality is more of an accident than on purpose. Some farmers however choose to patio dry their coffee and hold them as small lots. Some of this coffee is quite wonderful and deserves more study. It has already been proven at specialty coffee auctions that quality in Robusta garners a super-premium. Ted has been putting a ton of energy into this and it will keep him busy in his retirement continuing to improve this new offering. Q 4.0 The latest step to improve the Q program at CQI is by creating version 4.0 of the course. This is another project that has Ted working in his retirement to finish the remaining details. It is a vastly improved rewrite of the Q-Grader certification class in that it focuses on teaching students critical control points of quality and how to improve them. This version should be out in April before the SCAA Conference in Boston. It really pushes the training to the next level by utilizing best practices created by Q-Instructors in the field. The training modules are getting more sophisticated and the tests are being revamped to better reflect the skills needed in the marketplace. His Legacy Ted was asked, “When you look back at your career in coffee, is there one thing that stands out as being the thing you were most proud of?” His answer was, “I think it would have to be the creation of the coffee flavor wheel.” He explained that the body of work that went into that poster that most of us have hanging in our businesses somewhere set the development stage for a great deal of the Q-Grader program. It analyzes tastes, aromas, and defects and puts them into categories that help discover their origins. It is even color coded to show how aromas, tastes, and defects intersect each other and gives names to them. Many people have seen it but few have any ability to articulate its significance. It is good to see that SCAA is creating a class specific to the wheel so us mere coffee mortals can understand its complexity. When you are done with this article, go look at that poster on the wall and see if you can find deeper meaning. (Then go take the class!) Ted will be remembered for a vast number of contributions to the industry including some he is still working on completing. He has left a mark on the world and has indeed changed the lives of those in the coffee industry for the better. Your Legacy So, what are you going to do today, this year, and the rest of your career until you retire to improve the coffee world? Like Ted, you should not be doing it to become famous, but by following your passion you may become infamous. Strive today to become a great coffee citizen and make your mark. Ted, we raise our glass to you! We owe you a full container load of 90+ gratitude. May you have great coffee wherever retirement leads you! Cheers! Rocky can be reached at rocky@INTLcoffeeConsulting.com

22 February 2013

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NewsBites TEA CONTROL™ 0.4 - Finum The Good Design awarded Tea Control™ 0.4 is a most elegant non-electric tea maker and part of the Permanent Design Collection in the Museum of Architecture and Design in Chicago. Its brew-stop filter basket is made of Tritan™ (BpA-free) providing an attractive appearance, functionality, durability and dishwasher safety. The stainless-steel knob on the lid completes the exquisite design. A turn of the lid slows the brewing process keeping the taste uncompromising. Tea Control™ 0.4 won the Good Design Award 2010 (Chicago Athenaeum) and was nominated for German Design Price (Designpreis Deutschland 2012). For more information, visit www.finum.com Latest Maitre’D Release Offers Tools to Boost Profitability With the past few years being marked by a tough economy and modest sales growth, businesses face an economic recession and increasing food prices. These complex market conditions mean restaurant operators must look inward to eliminate excess spending, minimise waste and streamline operations to help build a stronger bottom line. The latest version of Maitre’D EPOS Software is designed to help restaurants achieve these goals with several new features, including the ability to take orders on a mobile device or Android tablet, key performance indicators, forecasting tools, alerts, dashboards and business intelligence reporting. When combined with the software’s perpetual real-time inventory management capabilities and intelligent reporting services, restaurants gain greater financial control and the accountability they need to make their mark in the restaurant space this year. For more information visit www.posera.com. Weldon Flavorings offers 1 oz Sampler bottles for Valentine’s!! Weldon Flavorings is now offering their unsweetened Coffee and Tea Flavorings in 1 oz sample sized bottles for Valentine’s. Customers can choose for their special Sweetheart a 4 pack or 8 pack sampler. Weldon’s Coffee Flavorings come in 12 flavors and the Iced Tea/ Water Flavorings come in 6 flavors with the addition of 2 new flavors, Blueberry and Mint. This sample sized bottle allows coffee and tea lovers the chance to sample a variety of these flavorings before ordering the larger pump bottles. They make a perfect gift for your “on the go” Sweetheart since they are small enough to be carried in your pocket or purse. All of Weldon Flavorings’ are sugar free, as well as free of any artificial sweeteners, creamers, powders, and syrups. Because these pure liquid flavorings are not presweetened, each coffee or tea beverage can be made unsweetened or sweetened to each individual’s taste. They are also non-allergenic and gluten free. Weldon Coffee & Iced Tea/Water Flavorings

can be purchased online at www. WeldonFlavorings.com. For additional product information, contact Weldon Flavorings at info@weldonflavorings.com or (502) 797-2937. NCA 2013 Convention: Added Sessions, More Confirmed Speakers The NCA’s 102nd Convention has moved west to San Francisco and the iconic Palace Hotel, a landmark property in downtown San Francisco. Well-known for its exceptional standard of hospitality and as a world-class destination for international conferences, the Palace features such timeless creations as its Garden Court’s stained glass dome and the 1909 Maxfield Parrish mural of “The Pied Piper of Hamlin” located in the Pied Piper Bar and Grill. As always, the 2013 Convention will feature a strong educational program, numerous opportunities for networking and plenty of fun for all. For those who have attended in the past – and others contemplating attending for the first time – the NCA annual Convention is the coffee industry’s premier annual event. You will not want to miss it! For more information, visit www. ncausa.org. Fourteen Eastern Coffeehouses Shooting For America’s Best Title Fourteen coffeehouses from the eastern United States have been chosen for the 30-day, preliminary round of the DaVinci Gourmet, America’s Best Coffeehouse Competition. During the field qualification period, each coffeehouse will undergo an assessment by secret shoppers to be rated on customer service, drink quality, store cleanliness, atmosphere, and ambiance. Additionally, an anticipated 15,000 votes from coffeehouse patrons and fans will be collected. The combination of voting results and secret shopper scores will determine seven semifinalists to compete for the title at Coffee Fest New York, March 8-10, 2013. The video and photo submissions from the competing coffeehouses as well as the voting form are available online at coffeefest.com. Voting will be open until midnight, February 13th. We encourage you to show your support for your favorite. OLAM launches improved website Olam Specialty Coffee launched a new eCommerce enabled website to bring more convenience and transparency to green coffee procurement. On the website, www.olamspecialtycoffee.com, roasters can create orders, whether it is a pallet with 6 different coffees or full containers, and then receive an instant price quote. One other perk is that roasters can request samples for any available coffee. On the other end of the chain, producers that work with Olam will eventually be able to create profiles on their forward coffees and update FOB differentials as the market adjusts. This will allow roasters to easily see real-time prices (that include shipping to their preferred warehouse) and then book forward orders for specialty coffees currently on the tree, whether they want one bag or multiple containers. Visit www. olamspecialtycoffee.com and have a look!

24 February 2013

ShopKeep POS iPad Mini Register Helps Merchants Move Through Lines Faster ShopKeep POS, the simplest way to make smarter business decisions, announced the launch of its new iPad mini register to help improve merchant operations. The new feature is a breakthrough in POS system technology. Designed to dramatically reduce wait times and enhance efficiency, the ShopKeep POS iPad mini uses the MagTek® uDynamo credit card swiper and allows merchants to take orders from customers right as they walk in the store. The cashier can go down the line ringing up orders, accepting credit cards for payment, printing them to the kitchen, and emailing receipts to customers. Customers can go straight to the pick-up counter for their order. Priced at $49/month, the ShopKeep POS iPad mini register is a remarkable breakthrough for small business and quick-serve restaurants that grapple with long lines especially during morning rush hour and lunchtime. Sign up now and start ringing up sales in minutes at http://www.shopkeep.com or call us today at 800-820-9814. UBC NYC Challenger Invitation Would you like to attend the New York City Barista Challenge in this Ultimate East Coast barista event? This is the only Dueling Barista format in the world and is now in 5 countries. The UBC started in 2005 & also has 3 shows in the USA; NYC, California & Florida. The New York event will take place at the International Restaurant & Foodservice Show of New York, Sunday, March 3 – Tuesday, March 5, 2013 at the Jacob Javits Convention Center, Manhattan, NYC. Challenger Calibration & Practice Sessions held prior to competitions will be at 8:30 am on each day prior to the opening of the show. The UBC has 3 challenge categories this year; Latte Art (it must taste as good as it looks!), Espresso Frappe (cold blended espresso & other ingredients) and the Best of Brew Challenge (Pourover - Coffee straight up!). Contact Danny Johns at: / Tel: 503.232.1016. For general information go to www.ultimatebaristachallenge.com or www.internationalrestaurantny.com. Cup Of Excellence First Time Entry Wins Jesimar de Oliveira Sandi walked away with the top prize for the Brazil Late Harvest (Naturals) Cup of Excellence® competition. Never having entered the contest before, he was overwhelmed to be named the first place among the 22 winners at the recent celebration held in Varghina, Brazil. His final score of 92.13 ranked him almost 2 points over the next contender. Sweet notes of caramel, honey and brown sugar with fruity notes of stone fruits, raisins, wine, berries and tamarind dominated the flavor descriptors for the 22 winners. The highest quality naturals have very creamy body and these were no exception. All 22 of these unique Brazil winning coffees will be auctioned to the highest bidder on March 14th, 2013 on the new Alliance for Coffee Excellence website. To register for samples of the incredible winning coffees and renew or sign up for your complete 2013 membership, log on to www.allinaceforcoffeeexcellence.org. For more information log in to www.allianceforcoffeeexcellence.org or call Jon Lewis at 406-542-3509.

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NewsBites Rocket Man continues its growth Rocket Man Equipment, the most recognized leader in portable backpack beverage dispensers, continues to widen its product distribution globally. With the new Fair Trade Agreement with Colombia, and the United States, Rocket Man is now able to sell its products in Latin America more competitively. Rocket Man is perfect for new store openings, off-site promotion, new product introductions, and many other fun and exciting uses. These custom identified backpack style beverage dispensers keep cold beverages cool and hot beverages hot delivering the highest quality products with confidence and excitement. For more information contact Rocket Man at www.rocketman.com or email them at sales@rocketman.com. Vitamix – The Quiet One® The Quiet One is a powerful, premium blender designed to create a more enjoyable customer environment and

atmosphere for coffee shops, high-end bars or front-of-thehouse-establishments. The machine provides exceptional blending capabilities for a consistently superior product, significantly improved speed of service and unparalleled sound reduction–up to four times quieter than any other commercial blender. Six function settings with 34 optimized programs consistently prepare countless blends with absolute precision, allowing operators the ability to deliver a wide variety of perfectly blended beverages to their customers, including signature drinks, smoothies and blended coffees. For more information on The Quiet One visit www.vitamix.com or call 1-800-4DRINK4.

coffee trading and quality consulting. He has written for numerous industry publications and given many presentations at trade shows. He has travelled extensively to producing countries and has been a judge at several international cupping competitions. Besides being an avid cupper, Scott places high value on developing and maintaining the relationships that make our business so unique. Scott’s knowledge and history are an excellent complement to the company’s culture and business. Walker Coffee is a family owned business that values people for who they are and helps them use their talents in the best way possible. The commitment to our customers of providing Scott Reed Joins Walker Coffee Trading excellent service and delivering top quality Walker Coffee is proud to welcome Scott green coffees is what sets us apart. Scott Reed as a member to its team. will work from his home/office in New Scott began his coffee adventures 20 Orleans and can be contacted there on his years ago, serving coffee at PJ’s Coffee cell phone: (504)582-2264 or by e-mail; in New Orleans. Since then he has done scott@walkercoffee.com. Walker Coffee everything from cafe and QC management, Trading can be found on the internet at to roasting, green coffee buying, green www.walkercoffee.com.

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Booth 304

www.coffeeshopmanager.com

Coffee Shop Manager Point-of-Sale is designed specifically for coffee shops. Great features including tablets, integrated online and mobile ordering, self-serve kiosks, and no-fee pre-paid cards and loyalty make CSM the perfect business partner for your shop. See Our Ad On Page # 21

ShopKeep POS

Booth 1109

(800) 820-9814

www.shopkeep.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.

The simplest way to make smarter business decisions. See Our Ad On Page # 3

Curtis

Stalkmarket is the leading supplier of 100% compostable plant-based coffee cups, lids, tableware, cutlery and food packaging. &quot;Simple Elegance - 100% Compostable - It’s all we do!&quot; See Our Ad On Page # 2

Booth 1016

www.wilburcurtis.com

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 # 19

Global Customized Water (805) 484-1589

Booth 817

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 1001

(800) 208-4128

www.javajacket.com

The Original Green Coffee Sleeve. Comes in 100% Recycled Natural Kraft or White. Can be custom printed with your design. See Our Ad On Page # 25

Kaffe Magnum Opus, Inc.

Coffee Fest Trade Shows, classes, workshops, competitions and networking events have been driving the specialty coffee industry since 1992. For the best value, classes, workshops, networking events and competitions, mark you calendar and we will see you at Coffee Fest. See Our Ad On Page # 27 (800) 750-3947

Booth 501

(206) 686-7378

(800) 421-6150

Booth 909

(415) 374-8119

CofeeTalk Media

(800) 652-5282

Booth 1103

www.kmocoffee.com

Kaffe Magnum Opus®, specialty coffee roaster since 1991. Our talented artisan roasters are committed to achieving excellence - every order, every day. 100% Customer Satisfaction. Guaranteed. See Our Ad On Page # 25

Perka Inc.

(503) 427-1377

Booth 1108

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 # 17

February 2013

Stalkmarket Products (Asean Corporation) (503) 295-4977

Booth 1009

www.stalkmarketproducts.com

Vessel Drinkware (855) 883-7735

Booth 110

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 # 13

Walker Coffee Trading Company Booth 822 (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

White Coffee Corp. (800) 221-0140

Booth 613

www.whitecoffee.com

Exclusive roaster Kahlua/Rocky Mountain coffees, Colombian Primaveral Estate. Fair Trade/ Organic/NSF certified. Customized blends and packaging. Entenmanns and Juniors. 70+ years experience. Foodservice and retail options. See Our Ad On Page # 30

Our Reputation Stands The Test of Time

Printing Quality Publications Since 1970

• Best Customer Service • High Quality Printing • Affordability • Versatility Coated/Uncoated • Friendly Staff • Latest Technology • On Time Delivery • Environmentally Conscious

Catalogs • Newsletters •Tabloids Class Schedules • Directories Newspapers • Books • Magazines Digests • Bus Schedules

EagleWebPress.com • 800-800-7980

THE BEST BUSINESS RELATIONSHIPS BEGIN IN PERSON

SHOW HIGHLIGHTS INCLUDE 200 EXHIBITION BOOTHS OVER 75 CLASSES & WORKSHOPS AMERICA’S BEST COFFEEHOUSE EASTERN CHAMPIONSHIP AMERICA’S BEST ESPRESSO EASTERN CHAMPIONSHIP LATTE ART WORLD CHAMPIONSHIP OPEN TEST DRIVE THURSDAY FRESHMAN CLASS – 1 ST TIME ATTENDEE PROGRAM SOURCE NEW PRODUCTS

Advertisers Index Company................................................................................................... Phone..................................... Web................................................................... Page............... Coffee Fest Booth# Add a Scoop by Smoothie Essentials Supplement-Boosts....................(415) 382-6535.......................... www.smoothieessentials.com ..........................28........................................................416 Agtron.........................................................................................................................(775) 850-4600........................ www.agtron.net .....................................................30 Big Train......................................................................................................................(800) 244-8724........................ www.bigtrain.com ................................................11........................................................ 300 Blendtec......................................................................................................................(800) 253-6383........................ www.com mercial.blendtec.com .....................5 BriteVision..................................................................................................................(415) 374-8119............................ www.britevision.com ...........................................21....................................................... 909 Cappuccine................................................................................................................(800) 511-3127............................ www.cappuccine.net ...........................................13........................................................204 Coffee and Tea Festival NYC..............................................................................(631) 940-7290......................... www.coffeeandteafestival.com .......................29 Coffee Fest................................................................................................................(800) 232-0083....................... www.coffeefest.com ............................................27.......................................................... 90 Coffee Shop Manager............................................................................................(800) 750-3947........................ www.coffeeshopmanager.com ........................21........................................................304 CoffeeNetwork.com ..............................................................................................(305) 925-4822........................ www.coffeenetwork.com ...................................29 Costellini’s..................................................................................................................(877) 889-1866.......................... www.costellinis.com ............................................29 CupBarn......................................................................................................................(855) 428-7766......................... www.cupbarn.com ...............................................23 Curtis............................................................................................................................(800) 421-6150.......................... www.wilburcurtis.com .........................................19....................................................... 1016 Daterra Coffee..........................................................................................................(330) 941-2555......................... www.daterracoffee.com.br ................................25 Diedrich Manufacturing, Inc................................................................................(208) 263-1276.......................... www.diedrichroasters.com ...............................23 Eagle Web Press......................................................................................................(800) 800-7980....................... www.eaglewebpress.com ..................................27 Espresso Me Services............................................................................................(360) 213-0715.......................... www.espressomeservice.com ..........................29, 30 Finum by Riensch & Held GmbH & Co. KG....................................................+49 (40) 734240..................... www.finum.com .....................................................7 Follett Corporation.................................................................................................(610) 252-7301........................... www.follettice.com ...............................................30 Fres-co System USA, Inc......................................................................................(215) 721-4600.......................... www.fresco.com ....................................................23 Global Customized Water....................................................................................(805) 484-1589......................... www.globalcustomizedwater.com .................29, 30................................................. 817 GoodDrinks................................................................................................................(800) 877-3811.......................... www.getgooddrinks.com ..................................6 Grounds for Health.................................................................................................(802) 241-4146.......................... www.groundsforhealth.org ...............................29, 30 International Coffee Consulting........................................................................(818) 347-1378........................... www.intlcoffeeconsulting.com ........................28 Java Jacket................................................................................................................(800) 208-4128......................... www.javajacket.com ............................................25, 30...............................................1001 Kaffe Magnum Opus, Inc......................................................................................(800) 652-5282........................ www.kmocoffee.com ...........................................25...................................................... 1103 Knutsen Coffees, Ltd.............................................................................................(800) 231-7764......................... www.knutsencoffees.com .................................30 Maitre’D by Posera Software..............................................................................(888) 404-2662........................ www.maitredpos.com .........................................17 Manitowic Ice............................................................................................................(800) 545-5720........................ www.manitowocice.com ....................................19 Mother Parkers Tea & Coffee..............................................................................(800) 387-9398........................ www.realcup.com .................................................15 National Coffee Association of the U.S.A......................................................(212) 766-4007......................... www.ncausa.org.....................................................29 Orleans Coffee Exchange....................................................................................(800) 344-7922........................ www.orleanscoffee.com .....................................27 Pack Plus Converting.............................................................................................(909) 902-9929........................ www.packplus.com ..............................................29 Perka Inc.....................................................................................................................(503) 427-1377.......................... www.getperka.com ..............................................17........................................................ 1108 Plitek............................................................................................................................(847) 827-6680........................ www.plitek.com .....................................................15 Pod Pack International, LTD................................................................................(225) 752-1160........................... www.podpack.com ..............................................23 Rift Valley Trading LLC..........................................................................................(310) 356-6626......................... www.riftvalleytrading.com ................................21 Rocket Man Equipment........................................................................................(800) 921-0199.......................... www.rocketman.com ...........................................28 Scolari Engineering S.p.A./Texpak Inc............................................................(856) 988-5533......................... www.scolarieng.com ...........................................32 Service Ideas, Inc....................................................................................................(800) 328-4493........................ www.serviceideas.com .......................................30 ShopKeep POS.........................................................................................................(800) 820-9814........................ www.shopkeep.com .............................................3......................................................... 1109 Stalkmarket Products (Asean Corporation).................................................(503) 295-4977......................... www.stalkmarketproducts.com ......................2, 30................................................1009 The Dynamik Group...............................................................................................(206) 686-2525........................ www.dynamikspace.com ...................................29 The Truvia Company LLC.....................................................................................(855) 855-2362......................... www.truvia.com/foodservice ...........................9 Tightpac America inc............................................................................................(888) 428-4448........................ www.tightvac.com ................................................30 Tipu’s Chai, Inc.........................................................................................................(406) 883-4500....................... www.tipuschai.com ..............................................30 Track the Impact.....................................................................................................(619) 889-1997........................... www.tracktheimpact.com .................................30 Ultimate Barista Challenge..................................................................................(503) 232-1016.......................... www.ultimatebaristachallenge.com ..............27 US Roasterie..............................................................................................................(515) 243-8805.......................... www.usroasterie.com ..........................................29 uVu Lid Company...................................................................................................(561) 674-9415........................... www.uvulid.com ....................................................31 Vessel Drinkware.....................................................................................................(855) 883-7735......................... www.vesseldrinkware.com ................................13..........................................................110 Vita-Mix Corporation.............................................................................................(800) 437-4654........................ www.vitamix.com ..................................................30 Walker Coffee Trading Company......................................................................(713) 780-7050......................... www.walkercoffee.com .......................................21........................................................ 822 Weldon Flavorings..................................................................................................(502) 797-2937......................... www.weldonflavorings.com ..............................28 White Coffee Corp..................................................................................................(800) 221-0140......................... www.whitecoffee.com .........................................30........................................................ 613

Add a Scoop

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Add a Scoop ™ Supplement-Boosts

28 February 2013

Why settle for ordinary?

Thinking of opening or remodeling a café? • • • •

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CoffeeTalk_2013 ad.indd 1

1/30/13 4:09 PM

www.packplus.com Toll Free: 1.877.722.5888

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

Risk Management Forecasts and Analysis

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

www.intlfcstone.com www.coffeenetwork.com Commodity trading involves risks and you should fully understand those risks before trading.

AllStar Tools Water treatment

Air Pots

FREE LINK

Sleeves

Cups & Lids

Global Customized Water 805.484.1589

Service Ideas Incorporated 800.328.4493

Want a free listing? Visit our website to add your company free:

Java Jacket 800.208.4128

StalkMarket Products 503.295.4977

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).

www.globalcustomizedwater.com

www.serviceideas.com

www.coffeetalk.com/submit-listing

98% of your product is water so make sure this essential ingredient is the best it can be. With over 30 years experience Global Customized Water can handle all your customized water needs.

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.

Used by Over 50,000 Buyers Every Year Updated Online Every 24 Hours! Search by Name, Location, or over 100 Business Categories. Includes a Live Link to your Website!

www.javajacket.com

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www.stalkmarketproducts.com

Blender

ESPRESSO MACHINES

Ice MACHINES

Vacuum Container

Green Coffee Importers

Vitamix 800-4DRINK4

Espresso Me Service 877.215.0715 360.213.0715

Follett Corporation 800.523.9361

Tightvac 888.42.TIGHT

Knutsen Coffees, Ltd. 800.231.7764

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.

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.

• The right ice for coffee • Crunchy Chewblet® ice • People love it • Great for blenders • Wide selections of ice machines and dispensers • Sanitary, hands-free dispensing

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 Software

Non-Profit

Chai

Coffee Analysis

White Coffee Corp. 800.221.0140 718 204 7900

Track the Impact 619.546.5400

www.tracktheimpact.com

Grounds for Health 802.241.4146

www.groundsforhealth.org

Tipu’s Chai, Inc. 888.506.2424

Coffee Analyzers 775.850.4600

CoffeeCares…the simple cloud-based tool for charitable giving and reporting.

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!

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.

www.vitamix.com/thequietone

www.follettice.com/ct

www.tightvac.com

www.knutsencoffees.com

www.espressomeservice.com

www.tipuschai.com

www.agtron.net

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.

• Save time and money • Easily create reports • Socially brand your company • Increase employee loyalty & retention

February 2013