August 2013 by CoffeeTalk Magazine

August 2013

Vol. XXVI No. 8

www.CoffeeTalk.com

Secret Weapons For Roaster Success

page 10

Game Changers

Direct Trade

Change Service Requested

Business Plan Basics

PRSRT STD U.S. Postage PAID Permit No. 178 Salem, OR

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

Coffee improves lives

$4.75 Per Issue â&#x20AC;˘ Complimentary to Coffee Professionals

This Month:

“ For every slow roasted bean there shall be an artisan, handcrafted home in which it shall dwell.” - Russell Baggmacher

CUSTOM PRINTED COFFEE BAGS (866) 516-7247 | www.roastar.com info@roastar.com | live chat available

Contents

The View

Every Roaster Needs a Secret Weapon

16 Business Plan Basics

Business Plan Basics: How to Wow! Your Banker

Game Changers

18 Game Changers

A Master's in Coffee

Tip 6 - Plan for Success or be Doomed for Failure:

Have a Researched and Sound Business and Marketing Plan!

22 24 26

CafĂŠ Profile

24 Direct Trade

Who We are

Phone: 206.686.7378, see extensions below

Owners

Direct Trade

Origins

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

Editorial Intern

News Bites

Jessica Tanski jessica@coffeetalk.com

International Development

Rocky Rhodes, 818.347.1378 rocky@coffeetalk.com

Advertisers Index

Design

Print Design Marcus Fellbaum, ext 5 marcus@coffeetalk.com

Web Design Justin Goodman, ext 6 justin@coffeetalk.com

Administrative

Administrative Director John Newman, ext 4 john@coffeetalk.com

Social Media

Odyssea Rowe, ext 9 odyssea@coffeetalk.com

Feature

Every Roaster Needs a Secret Weapon

Mailing Info

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

August 2013

Professional Memberships

The performance and consistency you get from Vitamix are unmatched. And once you get one, youâ&#x20AC;&#x2122;ll realize this secret ingredient could have saved you a lot of trouble over the years. So do yourself a favor and start now. Youâ&#x20AC;&#x2122;ll be thanking yourself later. Let us help your business at commercial.vitamix.com.

Gentle Conveying

E-Transfer System

Ground Coffee

Roasted Coffee

Green Tea

Black Tea

Green Coffee

Dust-Free Enclosed System – No Filters! Energy-efficient

Low Decibels – Quiet!

Gentle Handling – Less Breakage!

Minimal Footprint

Clean-in-Place Options

(641) 673-8451 www.cablevey.com Cablevey is a registered trademark of Intraco, Inc. 08/2013

Kerri Goodman-Small & Miles Small

The View

he other day I was at Café Luna, our local café here on the island, and they were working through their rush with one of their steam wands broken on their La Marzocco. The steam valve was stripped. They were waiting for Pat from Visions, one of the great equipment and smallwares companies here in the Northwest, to come in. Confidence was high and correctly so. Soon they were up and steaming away – business as usual. I thought of Brian Conroy from EspressoMe that services our machine at the office. He lives in Vancouver, Washington, yet he and his staff service the entire Pacific Northwest. Let’s face it, Vashon Island is not the easiest place to get to and it is about three hours from Vancouver. Still, Brian cheerfully comes barreling up I-5 to make sure that our Franke keeps putting out the espresso. He braves rampaging deer, massive snow in the passes, late night ferries, traffic accidents, and just general road mayhem to make sure that we don’t go a minute longer without the best possible coffee. If this is possible, I believe that Brian is more passionate about coffee than us. As far as I can tell, Brian and the hundreds of others who keep our café and roaster equipment working at peak efficiency must live in their trucks logging thousands of hours every year. Marty Curtis, generally considered the best wizard of roasters, travels to all parts of the

globe either repairing and installing roasters or instructing Q-Grader certification courses. He rarely is at home. Nine times out of ten, when I call Marty I end up getting him at 3am in some hotel in Indonesia or Ethiopia. Still, “No Problem, what can I do for you, man?” As an industry, we don’t think much about this part of our world. After all, you usually do not buy a new piece of expensive equipment with the first thought in your head – “Who is going to fix this thing?” (Although you should) The service side of our business is typically invisible and unrecognized. Still, these men and women go about their business cheerfully and positively, always looking to reassure and comfort their customers. Often misunderstood and blamed for problems, these folks are more psych counselors than tradesmen. It reminds me of the guy who works on my septic system – when I need him, I REALLY NEED HIM! The first thing out of his mouth better be reassuring or I am going to go right over the edge. Quite often, the folks on the service side of café and roaster operations are the most knowledgeable people about coffee that we get to talk to frequently. They bring news about innovations and other peoples experiences; they provide staff training on service, preparation, and cleanliness: they bring the most recent gossip; and all this as they quickly get us back on-line serving

coffee and keeping the cash register ringing. They are the modern version of the travelling tinker; they show up at your door to ‘fix’ things for the better. They help us keep our recipes consistent, keep compliance with industry standards, and keep us in calibration. After our customers, they may be one of the most important people in our businesses. Why do they get so little love? I suspect it has more to do with our own desperation and fear. So here is a thought, if anyone should have a guild it should be the service providers. It truly is a trade group that is engaged in continuing education, technical standards, professional development, and certification. Wouldn’t our industry be well served by professionally certified trades people that add a layer of confidence to our operations? I am sure that the equipment manufacturers would benefit from a broader access to service groups at events, the industry would benefit from broader training and consistency, and the service providers would benefit from a traditional guild career development system. Besides, they just don’t get as much respect as they deserve. Just saying.

Calendar August 15-18

13th Annual Roasters Guild Retreat, Roanoke, WV

October 1-4

Moscow Coffee & Tea Expo, Moscow, Russia

August 18-20

Western Foodservice & Hospitality Expo, Los Angeles, CA

October 2-4

NCA Coffee Summit, Philadelphia, PA

August 18-20

Ultimate Barista Challenge USA, Los Angeles, CA

October 4-6

Coffee Fest, Seattle, WA

August 18-20

Expo Comida Latina, Los Angeles, CA

October 4-6

Latte Art Championship, Seattle, WA

August 24th

Best Coffee in Oregon Championships, Salem, OR

October 4-6

America's Best Coffee House Competition, Seattle, WA

August 28-31

Ultimate Barista Challenge Indonesia, Jakarta, Indonesia

October 4-6

America's Best Espresso Competition, Seattle, WA

September 4-6

10th China International Vending & OCS Show, Shanghai, China

October 6-8

Canadian Automatic Merchandising Association Show, Vancouver, BC

September 28-29

Coffee & Chocolate Expo, San Juan, Puerto Rico

October 23rd

NCA Coffee on the Hill

8 August 2013

from crop to cup.

from field to table.

Coffee beans come from plants. So should your sweetener. Serve America’s best-selling natural zero-calorie sweetener* Available in 8 SKUs to fit your needs. Discover more at truvia.com/foodservice, contact your Cargill Truvia® foodservice representative, or call 1.855.855.2362 for more information.

*Source: AC Nielsen All Outlets, 52 weeks ending 24 Nov 2012

Every Roaster Needs a Secret Weapon by Jessica Tanski

here comes a time in every roaster’s career when they need to pull a few secret weapons out of their sleeves. Competition in the coffee industry gets tight and they just need that one little boost to set them apart from their competitors. Whether it is a snazzy package, a special kind of coffee, or even a piece of equipment, roasters’ secret weapons are important tools for every roaster- big or small.

PLI-VALV® Package Degassing System Plitek provides complete degassing solutions including one way degassing valves, valve applicator design and manufacturing, installation, training and servicing as well as quality testing systems which make for an essential “secret weapon” to any roaster.

It is important to keep in mind when reading these secret weapons that not every weapon will work for every roaster. There are some weapons that better suit a smaller rather than a larger roaster. I suggest that every roaster find a secret weapon that will work the best for them and go with it. So watch out roasters, here they are:

PLI-VALV® patented one way degassing valves vent coffee’s natural carbon dioxide gas from sealed packaging while providing an effective barrier to freshness degrading oxygen entering the package. PLI-VALV® products afford the coffee roaster a competitive advantage by preserving freshness and ensuring the highest level of coffee quality while also increasing production throughput and eliminating degassing hold time for significant cost savings. They also enhance the aesthetic of the coffee package by virtually disappearing into the graphics, eliminating the heat-seal scarring and exposed vent hole required by traditional molded valves and offering flexibility in valve placement location.

Scolari’s Technology is Astonishing in Creating Consistency and Controlling Costs in High Volume Operations Scolari Engineering / Texpak Inc. is a complex manufacturing system with a standardized database that can not only be read but also written from a management host. Their goal for their customers is to produce perfect coffee at lower costs. Their secret weapon is using “integrated manufacturing systems with tomorrow’s technology.” Utilizing one of their machines opens you up to a world of knowledge. They are able to detect and alert over 1,000 machine faults. Even better, they are able to do it usually before anyone even knows that the problem exists. This can result in fewer maintenance costs for roasters. The LBP Manufacturing UpShot™ Solution LPB Manufacturing, Inc. has created a line of ecofriendly, single-serve filters paired with a flexible production model that allows roasters, office coffee service, foodservice, retailers, and brands to take advantage of the booming single-serve market. Bill Rickert talks about the filter, “Our filter was designed to brew a better cup of coffee while being 100% recyclable and paired with a royalty free, scalable business plan, the UpShot™ Solution truly is a secret weapon.” This solution is not only convenient for roasters, but this single-serve filter is also entirely recyclable, which targets the eco-friendly audience. It allows you to not only help the environment but also opens up a broader consumer market. The UpShot™ filter was built for better all-around performance ensuring greater control over beverage quality and optimal coffee-to-water ratio- every time. Your customers will always know that they are getting a good cup of coffee when using this filter. Fres-co System’s Vacuum Packaging The Freshest Ideas in Flexible Packaging™- Fres-co System USA, Inc. offers multiple machines for roasters to utilize in packaging their coffee with freshness preservation. According to their website, “the Automatic VFFS vacuum packaging machine, with partial or total back gas flush, ensures oxygen residue to be less than 1.5 percent.” These machines: G300, G500, G9, G11, and G22 give roasters five options to choose from depending on the amount of coffee being packaged. While all of these machines have their differences, one thing is similar- they all ensure that the preservation of the freshness of the coffee is above par to keep satisfied customers coming back. Therefore, this roaster secret weapon is an investment each roaster should make. You will not have happy customers with stale coffee. Not to mention, this secret weapon will prolong the shelf life of products. Cablevey Coffee Conveyor If you are a small roaster thinking about making the move to become a more large-scale roaster, Cablevey is the secret weapon for you to grow as a roaster. They offer cable and disc conveyors that gently move the coffee from the inlet to the discharge point. No air is used, keeping the coffee fresh and whole. The coffee protection is much greater with a cable and disc conveyor compared to a pressure dilute phase conveyor. Not only is the coffee protected with these gentle conveyors, but the beans are also protected from foreign materials, and cross contamination as well. With the protection of the coffee increasing the output due to less contamination, roasters will save money in the long run.

Flexible layouts, control maintenance costs, multiple inlets and discharges, enclosed systems, easy cleaning, and minimal material degradation are just a few benefits a roaster receives from choosing a Cablevey conveyor.

In addition to cost savings, Plitek's customers, who previously used traditional plastic valves, have reported a 20 - 30% throughput increase. One large customer reported they had chosen PLI-VALV valves because of the valve’s benefits but were even more impressed with the applicator installation and Plitek’s willingness to go the extra mile to ensure customer satisfaction. Diedrich IR-1 Profile Lab Roaster Awarded the Best New Product of 2010 by the SCAA, this roaster by Diedrich Manufacturing is a must-have for small or startup roasters. This secret weapon allows you to roast batches as small as 300g and as large as 2.2lbs. By roasting small batches before large ones, you can test the outcome, which allows you to correct errors if needed before roasting larger batches. This machine, in return, alleviates waste and cuts cost of production. If you want to try new coffee it is best to roast in this Lab Roaster first to see if you like the new product before wasting the time and money to roast a full batch of something of which you are not a fan. It is cost effective, built from commercial grade materials, easy to maintain and control heat temperature, and 40-60 percent more fuel-efficient, saving the roaster money in production costs. “Boast Your Roast” with Roastar Customization Searching for that special package? Boast your roast with Roastar custom coffee bags. With low minimum order quantities and fast turnaround times for custom printed coffee and teabags, Roastar truly is a secret weapon in the industry. There are no plate chargers or setup fees. They also offer free bag proofs. Roastar allows you to customize the bags to your liking. A bag that catches the customer’s eye is more than likely to get pulled off the shelf than a bag that is dull and boring. As roasters, you benefit from the free proofs and cost effective operations. Nothing is worse than getting 1,000 bags that you do not like and cannot return. You also benefit from the customizable aspect. You make the bags how you want to represent your coffee. Remember- boost your roast with Roastar! Agtron Coffee Roast Analyzer Agtron E20CP II & M-Basic II chemistry based coffee roast analyzers have been a “Secret Weapon” for roasters around the world for over 25 years. Time tested by the most respected commercial and specialty roasters to quantify roast development with extremely high resolution, accuracy, and repeatability, they help roasters improve the quality and consistency of their coffee and help higher volume roasters improve process yield. Our customers use the analyzers to test every batch of coffee they roast which gives them the confidence that their product is consistent, which in return makes the customer happy knowing what they are going to get in every bean. Kim Staub from Agtron Inc. says, “There are approximately 2,000 Agtron roast analyzers in service around the world, many in use at the most respected companies in the industry. If we told you who they were, then it wouldn’t be a secret would it?” “Agtron rocks!” says Mike McKim from Cuvee Coffee in Austin, Texas. “The Agtron roast analyzer and Agtron, the company, has helped us develop both the high quality and consistency of our product. It is an invaluable part of our day-to-day production and quality control.”

cont. on page 12

August 2013

Secret Weapon North Atlantic Bag – Going Green! There has been much talk about biodegradable, renewable, compostable, etc. in the coffee and tea industries. North Atlantic Specialty Bag remains committed to roasters’ needs and continuously look for new technologies to fulfill them. Currently North Atlantic offers a line of biodegradable and compostable paper bags that fit those needs in shorter shelf life application. The biggest hurdle roasters face to obtain these objectives is shelf life verses environmentally friendly products. Coffee requires high levels of protection against oxygen and moisture to extend shelf life and quality. Our secret weapon, “The Economy Line,” offers excellent barrier for coffee roasters that have product turnover of less than 8 weeks while reducing the material waste stream by 30 percent. The Daterra Penta System® This secret weapon, the Penta System®, is a set of technological procedures that ensures quality and consistency. Special care applied to the five stages of the system - Planting, Harvesting, Drying, Sorting, and Packaging - eliminate all defects and guarantee outstanding quality control. As a result of the Penta System®, quality is superior and more reliable. Sweet Maria’s Tom Owen says, “Daterra Farms is a remarkable force in the Brazilian coffee world and the entire coffee world in general. Here we find one of the most innovative coffee cultivators, where each step is scrutinized, rethought, and reinvented. It is more of a coffee research institute than a farm!” The Penta System® benefits the roasters directly by eliminating most defects and guaranteeing quality control, reducing storage costs, granting longer green bean shelf life which ensures fresh coffee for roasters, and producing quality products making consumers continually happy. Pod Pack® Espresso Pods With their mission statement stating that they “strive to be the most innovative North American manufacturer of espresso pods, 1-Cup pods, and other similar single-cup delivery systems such as cartridges,” you know that their secret weapon allows roasters to customize their own blends and roasts to market espresso to consumers and offices based on their preferences.

While the preparation for espresso is complicated- the bean grinding specifications and loading techniques leave little room for error- espresso pods by Pod Pack® eliminate all of the struggles of correctly brewing espresso shots. They take the guesswork out of preparing the perfect shot. This secret weapon is available in two different sizes, a single and a double shot, and guarantees freshness in every pod. Not only do these pods accurately brew espresso every time, making your customers happy, but they also help you maintain inventory and portion control. BeanSafe® - Put All of Your Beans in this Canister BeanSafe® The Coffee Storage Solution, has created canisters to protect your beans from the four coffee-destroyers. These destroyers are air, moisture, heat, and light. Their secret weapon is their lid for 5-gallon buckets for storing roasted beans of a large quantity. They are airtight with four clasps and a silicone gasket as well as a patented one-way Pressure Release Valve that keeps out air and moisture while allowing carbon dioxide to escape. Utilizing this lid as opposed to a regular 5-gallon bucket lid is this will keep the coffee in the bucket fresh longer. And be sure to check out their home storage systems that retailers may want to carry! TekPak Omnidegradable® Films Made by TekPak Solutions, this secret weapon “allows Roasters to show their customers they are doing what is right for the Environment. Our films are relatively new to the Coffee market and this allows Roasters to get ahead of the competition and become an environmental leader,” says Robert Pocius. These Omnidegradable® films are shelf-stable indefinitely and will biodegrade or compost anywhere there are active microbes. Other films have a very short shelf life and many set conditions to achieve compost-ability or biodegradability. Pocius says, “Transcend Coffee Roasters has switched to our new Omnidegradable® Standup pouches with great success. They promoted this fact on Packaging Digest’s On-Line Daily News last January 27, 2013 and gained worldwide attention.” Loring Flavor-Lock Roast Process™ Technology This technology utilized by Loring roasters is a secret weapon that is user friendly and a favorite of many roasters. “The ease of use of the Loring, allows us to focus on the roasting and developing of the actual coffee and less in predicting and handling the design of the machine,” says Alvaro Sanchez (roaster) of Toby’s Estate.

cont. on page 14

COFFEE FEST SEATTLE OCTOBER 4-6, 2013

WASHINGTON STATE CONVENTION CENTER

the best business relationships begin in person

SHOW HIGHLIGHTS INCLUDE 300 ExHIbITION bOOTHS OvEr 75 CLaSSES & WOrkSHOpS Davinci Gourmet, aMErICa’S bEST COFFEEHOUSE COMpETITION aMErICa’S bEST ESprESSO WESTErN CHaMpIONSHIp LaTTE arT WOrLD CHaMpIONSHIp OpEN FrESHMaN CLaSS – 1 ST TIME aTTENDEE prOGraM SOUrCE NEW prODUCTS

August 2013

OUTFIT YOUR CREW FOR FREE! Get six free custom full color t-shirts when you spend $750 or more on drinkware. Order by 9/15! Please call for details.

The Art of Hydration®

PROGRAMS AVAILABLE Logo, pre-decorated, & co-branding

855.883.7735 INFO@VESSELDRINKWARE.COM FACEBOOK/LOVEONEVESSEL

mtwfsusa.com

Overachieving undercounter Presenting NEO,™ the everywhere you need ice machine. By providing increased levels in performance, intelligence and convenience, Manitowoc’s new ice machine offers an all-in-one solution to your undercounter ice cube needs.

Overachieve_8.875x6.3125.indd 1

1-920-682-0161 | ManitowocIce.com/NEO

1/28/13 3:55 PM

Secret Weapon Since this machine is so easy to use, roasters are not worrying about technicalities of the operation of the machine, leaving them time to focus on their customers. One of the biggest benefits of Loring roasters is the energy saving capabilities. Loring’s patented technology eliminates the need for an afterburner, which reduces energy consumption and green house gas emissions by 80 percent. Not only is this secret weapon easy to use, but also it saves time, money, and energy. Walker Coffee Trading Company - The Three C’s Walker Coffee Trading Company takes pride in their secret weapon: the three C’s. They are competitiveness with pricing, consistency of quality, and caring for their customers. Utilizing this company allows each consumer the ability to be competitive, consistent, and know that this company will care for them. They go to great lengths to make their customers happy with their secret weapon. PBFY – Stamp Up Your Packaging! Need something more than plain stock pouches, but don’t have the budget for custom printed bags? Then PBFY’s foil stamp application service is the secret weapon for you. PBFY is able to print on their stand up pouches, side gusseted foil bags, flat pouches, and paper bags for low minimum quantity orders. With affordable printing plate charges, foil stamping makes a great alternative to custom printing and custom labels. Apply your logo, company name, and other information onto the bags with foil stamp printing. Shore Measuring Systems – The Moisture Tester Shore Measuring Systems has 40 years of experience in both manufacturing and repairing commercial grade moisture testers. The Shore Model 920™ is a secret weapon that has an accuracy of ± 1/2% to air oven and a sample test time of roughly 5 to 35 seconds depending on sample temperature. Samples that are above 100° or below 40° will take a maximum of 35 seconds to allow for accurate temperature sensing. Samples close in temperature to the tester will take only a few seconds. Results are displayed directly without the need for moisture or temperature conversion tables. The package version of this secret weapon includes a precision scale to help provide an exact test sample every time. This moisture tester accommodates the green coffee bean with and without parchment, natural dried coffee berries, and roasted coffee beans. Knowing the moisture level of your coffee beans is a great tool to have as a roaster to help choose the correct roasting profile, avoid shrink or quality issues, and aid in saving roasting energy. Pack Plus 1oz Stand-Up Pouches Finally, a true single-serve package to answer your sampling needs! This 1oz bag is their smallest size yet. Ideal for promotional sampling for coffee, tea, and other confectionery products. Give your leads a taste of what you have to offer and quickly turn your prospects into customers! These innovative pouches come standard with a tear-notch top and optional zip closure. Teasano Loose-Leaf Tea Compared to the bagged tea you may be using, loose-leaf tea by Teasano is already benefitting a many OCS Operators who are selling coffee. This secret weapon is extremely cost effective. There is no equipment cost, very low startup costs, and there is no cost to entry. The cost per cup, compared to the bagged tea, is relatively the same. This is a great way to increase margins and profits for existing customers and a great way to gain new customers due to having this competitive advantage. Being the first to market this product in your area allows you to be the industry leader, putting you ahead of others. Not to mention, this loose-leaf tea is a trendy way to supply your customer’s favorite flavored tea to them. Jeff Stebbings, from Teasano, talks about a Vancouver based OCS Company currently using Teasano, “The customer pre-Teasano spends $200/month on tea making $50 gross profit. However, using Teasano products, the customer spends $634/month on tea making $424 gross profit.” PBi patented one-way Degassing Valve Made by Pacific Bag, this valve is their secret to keeping your coffee fresh. Once the coffee is roasted, it off-gasses the PBi patented one-way degassing valve. This lets the CO2 coming off of the beans out of the bag while simultaneously not allowing any of the oxygen back in the bag. Kelle Vandenberg, Director of Marketing and Sales at Pacific Bag says, “Oxygen is a coffee killer, drying out the oils and flavor of the bean. Packaging should protect coffee and the PBi patented one-way degassing valve, made and manufactured in the USA, is the highest level of protection on the market.” Protecting your coffee and keeping it fresh guarantees that your customers will remain happy and continue purchasing your coffee.

May the Roasting Force be with you! In a world where competition is always present, it is important to try and get the upper hand when it comes to your competitors. Roasters, you must try and stand out from the rest and make yourself marketable to multiple consumers. These secret weapons should be the tools you need to pull ahead. Stay on top of your game and remember to use secret weapons wisely! August 2013

RETHINK

#BATCHBREW Curtis Gold Cup® with Chemex®

“We thought about the need for an American-style single cup drip brewer, precise enough to craft Golden Cup quality with any brew method. Our vision, the Curtis Gold Cup.” Brant Curtis, 4th Generation

wilburcurtis.com/

LOS ANGELES CA | WILBURCURTIS.COM | @WILBURCURTISCO

microsite/goldcupbrewer/

15 17819 hp4c Faces Brant Batch v4 CoffeeTalk.indd 1

7/16/13 9:26 AM

Business Plan Basics: How to Wow! Your Banker by Greg Ubert – Crimson Cup Coffee

lot goes into a great cup of coffee, and the same is true for a great coffee shop. To succeed, you need to stand out. This requires doing your homework and channeling everything you learn into a solid business plan.

to you. Here’s how: Build a Relationship. Get to know your banker before you need to ask for a loan. Set up accounts for personal savings, checking, business credit cards, merchant processing, etc., as long as the rates are competitive. It’s often best to choose a bank that targets entrepreneurs. Even if a business bank can’t issue a loan, its lending officers might be able to connect you with investors, grant opportunities and funding programs sponsored by universities, private foundations and government.

Over the next few months, I’ll cover aspects of successful business plans. Because most coffee house owners require financing of some kind, let’s start with what you’ll need to impress your banker to obtain a loan. You’ll need the same kind of information for approaching other investors, even family and friends. In some ways, bankers are much like entrepreneurs. They’re always seeking new clients and would not stay in business if they did not lend money. Your job is to make it easy for them to lend money

Toot Your Horn. Your banker wants to see that you have the gravitas to run a successful business. Now is not the time to be modest. Collect information

BB-0729 MoveCoffeeTeaGently_CoffeeTalk_0613_052213_21x7in_BB-0729 5/22/13 5:16 PM Page 1

W E

System can be fed from virtually any new or existing storage vessel or process equipment (Drum Dumper and Bulk Bag Discharger shown), and discharge at a single point, or selectively at multiple points.

Move coffee and tea gently, efficiently, dust-free Gently slide coffee and tea through smooth stainless tubing horizontally, vertically or at any angle, to single or multiple discharge points

FLEXI-DISC™ Tubular Cable Conveyors deliver unsurpassed efficiency, extreme durability and ultra-gentle product handling. Low friction, tighttolerance, high strength polymer discs glide within smooth stainless steel tubing, evacuating virtually all material and allowing easy cleaning.

Ideally suited to gently convey green, roasted and ground coffees, and all forms of tea and tea blends, FLEXI-DISC Tubular Cable Conveyors are fully enclosed, preventing dust and product contamination.

August 2013

about your career successes, educational attainments, and coffee industry experience (if you have any). Be prepared to explain that you have the skills, determination and self-confidence needed to succeed. Work this information into your business plan and have few anecdotes to share in conversation. Illustrate How You’ll Succeed. Make sure you know how your coffee house will stand out from the competition and how you’ll cater to your local audience. Don’t approach the banker until you can demonstrate that you’ve thought of everything and that you have a contingency plan. This means you’ve nailed down everything from your location and how much it will cost to purchase equipment to your suppliers and how you’ll reach potential customers. Be prepared to prove or qualify every assumption in your plan. Explain the Industry. Coffee houses occupy a unique niche in the restaurant industry, and in most cases you’ll need to educate your banker. When one of my clients applied for financing, her banker proceeded to tell her that she could not run a successful business just by selling coffee. Because she understood industry fundamentals, she was able to explain why a coffee house would survive – and thrive – without also becoming a restaurant serving sandwiches, soups, salads, etc. In the end, she received the financing she requested. Demonstrate Financial Strength. Bankers will want to know your personal and business net worth to judge your ability to meet your financial obligations. They will also look at your past credit history – and use it as an indicator for the future. Make sure you have explanations for any blemishes. They also will ask for some investment on your part as proof of commitment. This consists of an injection of capital and/or collateral as security for the loan.

Show Them the Money. Banks are averse to risk; they loan money only when they’re fairly certain it will be repaid. As a result, it is very important for you to demonstrate how your coffee house will make a profit. Submitting detailed financial projections also helps the bank understand your business and how you’ll use the funds. How important are financials? Extremely! Most bankers tell me they skim through the business plan, and then flip directly to the financials if they’re interested. The financial section of your business plan requires three documents: a cash flow statement, an income statement (also known as a profit & loss statement or P&L), and a balance sheet. Make sure these paint an accurate and comprehensive picture of projected investment, income, expenses and cash flow. Get Backup. If you don’t have coffee industry experience, you can significantly increase your odds of success by working with established coffee roasters and business consultants. Adding their expertise to your own helps reassure the banker that you know what you’re doing. Now that we’ve explored how to impress your banker, we can take a more in-depth look at other business plan fundamentals. Next month, we’ll be looking at how to determine your break-even point. Greg Ubert, founder and president of Crimson Cup Coffee & Tea, has been roasting coffee in small batches since 1991 and has taught hundreds of business owners how to run successful independent coffee houses. The author of Seven Steps to Success in the Specialty Coffee Industry can be reached at greg@crimsoncup.com.

with FLEXI-DISC™ Tubular Cable Conveyors

Rugged cable/disc assemblies in 4 and 6 in. (100 and 150 mm) diameters offered in sanitary and industrial designs.

• Gentle, dust-free, energy-efficient conveying of fragile coffee and tea with no separation of blends • Single or multiple inlets and outlets allow a wide range of layout configurations • Comprehensive range of components • 4 and 6 in. (100 and 150 mm) diameter Discs on Galvanized or 304/316 Stainless Cable • Sanitary Systems including Nylon-coated or Uncoated Stainless Cable, and CIP accessories

System shown with (right to left): Automatic Cable Tensioner; Bag Dump Station; Clear Inspection Tubing; and Drive System with motor, gear reducer, drive wheel and discharge housing.

USA sales@flexicon.com 1 888 FLEXICON

CHILE UK AUSTRALIA SOUTH AFRICA

+56 +44 +61 +27

2 2415 1286 (0)1227 374710 (0)7 3879 4180 (0)41 453 1871

BB-0729

Offered as stand-alone conveyors, or as engineered, fully automated systems integrated with new or existing process equipment

Game Changers

Photo by Trish Rothgeb

by Rocky Rhodes

he coffee industry, in many ways, is the same now as when it first became an industry. Coffee is grown, exported, imported, roasted, retailed, and consumed. But you have to admit that the SPECIALTY coffee industry today is not what it was even 30 years ago. 60 years ago it didn’t even exist. Segmenting the industry into ‘the good stuff ’ and ‘the other stuff ’ was a game changer in that an entire new market based mostly on the quality of the cup was born. The definition used for a ‘Game Changer’ for this article is pretty straight forward: A thought, idea, or action that fundamentally changes how we think, create, and act in the specialty coffee industry. Compiled in the next section are SOME of the Game Changers we have seen so far in the industry. It is not an exhaustive list. If you have a game changer that was missed, please send it to the author. The last section looks at the significant problems to be solved in the next 30 years and what game changers might be coming for that purpose. Game Changers in the Last 60 Years The Industrial Revolution – This brought coffee to the masses and created the reality for Americans that the day does not start without coffee. It is a subset of these drinkers that demanded more flavor and spurred the Specialty Coffee Market. Washed Coffees – When coffee started being washed for a more consistent, efficient, and reliable way to remove the mucilage, a side benefit was the increase in acetic acid that is generated in the process. Acetic acid provided fruity flavors to some coffees and much more experimentation was done. Now there is a ‘master’ in charge of the tanks to not only know when the mucilage is coming off, but to determine how much/little acetic acid is most desirable. Micro Lots – When fermentation became a craft, individual lots could be manipulated. It is often easier to manipulate a single lot than the bulk of a cooperative’s coffee. Farmers are now taking great care with their crops because they realize there could be a premium for a high quality single lot coffee. Varietal Creation – In an effort to increase quality, yield, and strength of the coffee plant, labs such as the Kenya Coffee Research Foundation initiated long-term science programs to splice and cross various varietals. The results have generated hybrids that can be chosen for very specific growing goals. Some varietals like Geisha have truly put the coffee world on notice when it began winning all of the top quality awards. The Q-Grading System – With all of the increase in quality being attempted around the world, there became a need for a common language throughout the supply chain. The Coffee Quality Institute took up the challenge. Just a few years later there are almost 3,000 Q-Graders ranging from Australia to Zambia. Now producers can talk with exporters, importers, and even roasters about their coffee. This is helping improve the quality of life at the farm level, as they become able to realize higher prices for their coffee. Roast Profile Systems – Now that there are micro lots, a roaster has an obligation to treat that coffee like gold. They learn the Q-Language and then get to work roasting the coffee in different ways to get the best out of that particular bean. Once they have it… they have to be able to repeat it. That is where a roast profile system comes in handy. It records what you did and assists in hitting that same spot over and over.

The One-Way Valve – This small device, when applied to a coffee bag, allowed for the transition from a can to a bag and ushered in a whole new level of freshness. Now small bags of ‘right out of the roaster’ coffee can be found in grocery stores as well as retail shops. The Espresso Machine – The discovery of this shot of liquid gold that must be manufactured under such high pressure drove a whole new way to enjoy coffee. Many years later, ‘Barista’ is a new workforce category. All of the game changers above were originally developed to solve a problem. Most were driving quality into the coffee at some level. With the advent of the information age we live in currently, innovation will become much more dramatic and sudden. Game Changers in the Next 30 Years Quality will continue to be a focus, but much larger, global issues must be dealt with. Some of these Game Changers are already in final stages of development. Coffee Rust – This disease of the plant is currently decimating farms throughout Latin America. The current best answer is to chop down your farm and start over. Companies are working on ways to use new pesticides, fungicides, and to improve farming practices to combat the disease. A Game Changer here comes with some sort of treatment that will eliminate the disease and improve the health of the tree. Poverty / Supply Chain Enrichment – It is getting harder to turn a blind eye to the disparity of wealth from grower to retailer. Groups are developing ways to get the relationship between the consumer and the grower to be more obvious and more personal. First there was Fair Trade, then Direct Trade. Both hold to the premise that the farmer is being left out of the profit model. With the current technology, a consumer can ‘meet his farmer’. With awareness there will emerge a solution. A Game Changer here would be turning the supply chain on its head and allowing the farmer to fully participate in profits. Food Transparency – Technology is providing us with the ability to trace our food to where it comes from and who touches it on its way to us. With potential outbreaks of diseases and certain threats against one group of people from another it is important that we are able to do this food trace. Think of the e-coli outbreaks where they can trace the head of lettuce back to the farm. The Game Changer for coffee is when we can do this because we can then engage the entire supply chain. There is ZERO chance right now of tracing coffee in certain parts of the world. If we can find the farmer, we can reward the farmer. Climate Change – There is no question that how the growing seasons and rain patterns change matters to the coffee farmer. Someone will come up with a way to see into the future and predict the new patterns and will allow farming to be proactive to the change rather than reactive. A Game Changer here does not alter the weather, but rather, learns how to accept and work with those things we cannot change. What are the next Game Changers that we will see over the next 30 years? You should expect to be amazed at the simplicity of some of them like the one-way valve and awed by the ingenuity of others like creating new varietals. The real question is, “What is the Game Changer YOU are going to come up with?” Rocky can be reached at rocky@INTLcoffeeConsulting.com

18 August 2013

A BETTER SINGLE SERVE SOLUTION

©2013 LBP Manufacturing, Inc. The ‘Filter in Circle Design’ is a trademark of LBP Manufacturing. Patent(s) Pending. * This product may not be recyclable in all areas. Check with local municipalities for recycling options.

The UpShot™ Filter is a new, more eco-friendly single-serve filter that honors the quality of your roast.

INNOVATIVE DESIGN

Optimal coffee-to-water ratio, creating a better brew

As part of the UpShot™ Solution, the UpShot Filter offers a better single-serve business opportunity. Learn more at: UpShotSolution.com

SUSTAINABLE SOLUTION

Higher quality, more eco-friendly single-serve filter

SENSORY EXPERIENCE

See and smell the roast before brewing

Facebook.com/UpShotSolution @UpShotSolution

A Master’s in Coffee Part 6

by Ashley Prentice

write this last article with mixed feelings. Joyful about the moments I was able to experience and sad that we are reaching the end. This 5-month experience was an incredibly enriching opportunity. The value of this program was not only in the expertise we acquired and the credibility this Master’s gives us, but also in the opportunity to travel and experience other cultures. However, the community of friends I built during this program is probably one of the most treasured things I got from this experience; and it is definitely the reason it is hard to reach the end and part ways. As I have mentioned before, we were a very diverse group of students; and because of this, we learned not only from our lectures, but also from each other. Learning about the coffee sector in different countries, and the idiosyncrasies, traditions, and forms of interaction of each culture, greatly broadened my mind. While it was a heavy and intense program, and very tiring at times, we received a holistic understanding of coffee and learned about every aspect of the supply chain and the industry. It is evident that everyone that has taken part in this Master’s program understands the importance of getting a complete understanding of the industry and acquiring the necessary knowledge to make a difference. So as I reach the conclusion of this series of articles and of this wonderful chapter in my life, I would like to thank the Master’s staff, our professors, and the Ernesto Illy foundation for designing this program and providing us with the opportunity to come to Italy to study. The Master’s staff went above and beyond to make sure this was an unforgettable experience, and it truly was. I also want to encourage the organizers of this Master’s program to keep on promoting and improving the program. Education is the foundation for true sustainability; and educational programs like this, that build human capital, are essential for the progress and development of the industry. I believe that, with the knowledge and experience that was acquired through this program, many graduates (current and previous) will be returning to their countries to be industry leaders and will help improve and advance the coffee sector. So as this chapter ends, and another begins, I will not say a ‘goodbye,’ but a ‘see you soon’ to all my friends, many of whom will be returning 'happilly' to their friends and long missed family. While goodbyes are always hard, I am looking forward to the next time we are all reunited, at Expo Milan 2015, where the Ernesto Illy Foundation will organize a reunion of all the graduates of this Master’s program since its inception.

ow that you have your brand, space plans, and researched data regarding your new café, you can create a thorough business and marketing plan (See previous Tips 1-5). The written business and

marketing plans for your restaurant allow you to communicate the vision, the goals, the mission, the Proforma projections, the research, and the strong brand that you will be conveying to customers. There are 3 important reasons to have a solid business and marketing plan before signing a lease and finalizing your concept: •

It communicates that you are ready to open a café, are knowledgeable, and have information and solid data to back-up your enthusiasm.

•

Creating the plan before you sign a lease gives you the confidence you need to push ahead in difficult times.

•

It provides family, friends, banks, and others investors the confidence to invest in your concept.

Projecting costs should integrate information from manufacturers, distributors, consultants, and café owners and include: •

Monthly Costs: Food Costs, Beverage Costs, Equipment Leases, Health Plans and Benefits, Marketing and Advertising, and Lease Costs.

•

Start-up Costs: Construction Costs, Professional Fees, Start-up Staff Training, FFE, Menu, and Savings in the Bank.

Projecting your income conservatively over the next 1 and 3 years will provide you with the assurance to get through the start-up phase. If you have never owned or operated a café, it might be a good idea to work with a consultant with experience to receive hands-on consulting input regarding the day-to-day operations. Having sound business, marketing, and design packages will illustrate to everyone that you are approaching your new café concept in a serious and successful manner.

Until then… Ciao, Ashley

Our 10 Tips Jumpstart Café pocket books allow you to write your thoughts in Ashleyprentice01

one complete booklet and it also prompts questions to consider. http://www. dynamikspace.com/store.php5 Stay tuned every month for valuable tips. Melanie Corey-Ferrini is the founder of Dynamikspace (www. dynamikspace.com) and offers services from consulting to full service café creation. Be sure to visit our expanded version of this article on our website: http://magazine.coffeetalk.com/august13-branding-tip/

20 August 2013

Smart Solutions For Your Shop

“Coffee Shop Manager is a life-saver: Simplicity with everything you need to know about your business”

ip ®

- SUZANNE BERNAL, AXUM COFFEE, WINTER GARDEN, FL.

for a Great Partn

Read more about how Axum Coffee puts Coffee Shop Manager to work improving shop efficiency, customer loyalty, and analyzing their business.

Call or click for a demo today.

800.750.3947 www.coffeeshopmanager.com

Retailer / Roaster Profile: The Safest Coffee Shop/Roastery on the Planet by Maxim Vershinin Safehouse Coffee Roasters 109 South Hill Street Griffin, GA 30223 (678) 603-1462 Hunt Slade www.safehousecoffeeroasters.com info@safehousecoffeeroasters.com

That is my advice to the coffee businesses and restaurants that we consult with: Focus on service and design your shop and systems to maximize your guests’ experience - in short, build your brand to be the pinnacle service experience of every guest’s day.

I came across a website in 2002 about roasting coffee at home and was quickly hooked. That Christmas, I gave home roasted coffee to some friends and family as gifts. When the holidays were over, some of those friends asked if they could get some more of that fresh, specialty coffee, so I started an informal coffee of the month club. In 2004, my wife, Amanda, and I moved back to my hometown of Griffin, Georgia, to continue our non-profit work and needed a way to fund our endeavors of helping families with chemical addiction issues. One thing lead to another and Safehouse Coffee Roasters was established (back then, it was called Safehouse Coffee & Tea) as a small cottage industry roasting only 20-30 pounds each month. The plan was to grow a wholesale roastery and eventually open a retail shop, but that was not the way it happened. While roasting in a tiny storefront in 2006, a couple of college kids walked in thinking we were a coffee shop. I made them some coffee in my personal French press and we talked for quite a while. The next day, they brought a friend – and the day after that, and the day after that as well. Within a month, we were packed to the walls with high school and college kids drinking coffee and playing musical instruments and games. We quickly outgrew that spot and moved into our current location, upgrading both our roasting capacity and our coffee shop seating.

Just a few short blocks from Bourbon Street is the rest of New Orleans that lies just within the blind spot of most anybody that’s not from there. For trail walkers and ramblers, there are certain cities and towns that just don’t like passers-through. New Orleans, or at least the affluent areas, is one of those towns. My nights were spent in a haze of half-wakefulness, heel-toeing it up and down the Quarter like some semi-lucid escapee from a sanitarium. Most towns and cities have an extensive network of food pantries and soup kitchens, but then some, like New Orleans, had none unless you were on the outskirts of town – it helps keep down the vagrancy if the vagrants don’t have anything to eat.

i everyone! Today we are going deep down South to visit an exemplary business in our industry – Safehouse Coffee Roasters. Below is my conversation with the delightful Safehouse’s owner, Hunt Slade:

V. Hi, Hunt! What brought you into the coffee industry? S. I spent most of my teenage and college years in coffee shops and had spent considerable time daydreaming about owning one someday but those thoughts took a backseat when I began a career in the nonprofit sector. After several years working in various NPOs, I found myself stressed out and working 90-100 hours per week. I was in desperate need of a hobby to focus on.

V. What makes your business unique, interesting, and awesome? S. Our bar design was laid out so that the coffee making process is completely open to our guests. In that same vein, the front wall of the roastery is glassed in so that the entire roasting process can be watched at any time. It has been a lot of fun to build a shop where the environment itself makes a service-forward atmosphere where our guests can be as connected as they want to be to the coffee processes that are happening. We have found that this has made people more comfortable asking questions about our coffees and released the staff from trying to guess whether or not a guest wants to know more about them. This adds up to a guest-centric design that I honestly haven’t encountered in many other coffee shop – I think that’s pretty special. V. If you were to start again, what would you do differently? S. In a very real way, when our shop burned down at the beginning of 2012, we did get to start over. Rebuilding was a laborious process that I’ll never be able to fully communicate all the difficulties of, but it was worth the work. Starting over from scratch gave us the opportunity to capitalize on our years of experience by refocusing our brand, our store layout, our offices - everything. Above all else, we found that focusing on our guests is the best guiding principle. We asked ourselves, “Will this design element serve our guest better? Will this layout communicate what we offer better? Will this menu description make it easier and more enjoyable for our guest?”

V. Why did you choose “Safehouse” as your name? S. Some years ago, I was traveling across the states looking for something – something elusive and always a town or so ahead of me. I was on a trail of some kind and making lousy time. What started in Little Five Points, Atlanta, made stops in Tallahassee, Athens, Memphis, Wichita, Manitou Springs, Eugene, San Francisco, and L.A. Of the many places along that trip, I had an eight-day layover in New Orleans. A road buddy of mine was going to meet me there in his 1965 Dodge Dart and we were rolling on to parts west – to start a business of some kind in the Pacific Northwest. Unfortunately for me, what was supposed to be a day or two turned into over a week due to an uncontrollable catch on his end.

As I made my way up Bourbon Street with my big, aluminum frame backpack, and bedroll for the hundredth time that week, my eye caught something that seemed out of place. All the signs are meant to make you buy whatever they have, but this was a small wooden sign – handmade. It said, “Patrons may enter with or without money,” and there was a symbol on it – a circle with an X in the middle. I turned towards the bar to my right and stopped when the barkeep looked at me. He was grey and craggy and seemed to look past my shaggy face into my past. He looked at the pack in my hand and back at me and then nodded – first at me and then to an empty barstool at the dark, far end of the bar. When I lifted my head, there was a bowl of bar nuts and a glass of water in front of me. Tears almost ran down my face and I turned to the barkeep and nodded my reserved gratitude – he didn’t acknowledge. After a few minutes, a couple at the bar got up and left, leaving half a plate of uneaten fried onions. Barkeep picks them up and slides the plate to me – never looking at me. In fact, he did not acknowledge my presence again that night, but by the time I left, I had had a full meal. I never forgot that night, the barkeep, or that sign and years later I came across a website about old hobo symbols and what they meant, and there right on the screen was that circle with an X in the middle and the caption beneath it: “A safe place to get a meal. Usually a home or business owned by a former hobo.” Now, I am guardian of a business and that symbol is part of our logo so that I never forget where I have been and remember to look past the surface of everyone who walks in the door. V. Wow, what a story! Thanks, Hunt.

22 August 2013

Introducing NeW flavored coffees. Now available in RealCup single serve cups. TM

K-Cup® BreWer CompatiBle*

• Strong flavor through higher flavor intensities • High quality flavored coffee brewed through the unique RealCup™ filter technology • Available in 24 count For more information about our full line of RealCup™ premium Coffee and Tea solutions, call: toll free

Martinson®

1 800 387-9398

and RealCup™ have no affiliation with

K-Cup®

or visit

realcup.com

or Keurig Inc. Keurig and K-Cup® are registered trademarks of Keurig Inc.

Direct Trade: Origins by David Eldridge

’m a little uneasy but I’m not sure why. I’ve become obsessed with a drumbeat coming from the opposite corner of a town square in southern Mexico. It’s a beautiful Spanish colonial town and I’m sitting in front of a delicious-looking meal at a sidewalk café. I just flew in from Columbus, Ohio and should be hungry but I can’t divert my attention from the sound of the drum. Now the street performers have aroused my attention visually and I can’t wait to get out of my chair, abandon my meal, and explore. I feel as if prying myself out of this seat would permit the tension to subside and allow me to enjoy the city of Oaxaca in this, my first trip to origin. I’m traveling with a great group of people from all over the map, and they are busy wiping their brows from a long day of travel, eating and toasting, making plans and observations as we dine together. In general the group is feeding on each other’s excitement, the excitement of being here and the anticipation of days ahead. Not me, though. My skin is starting to crawl and focusing on conversation is becoming more difficult. I want to join in. I’ve been crossing boxes off the calendar for this day, but I’m starting to struggle with my senses. We will be leaving for the coffee farms after a night’s sleep. We will trek south across the isthmus of Mexico to San Miguel and join a co-op for their annual meeting. The co-op is comprised of 50 growers that have banded together with a common cause and the results are noteworthy. Together they have created a mercy fund to support each other in lean times. As an example, they once called an emergency meeting when a snake bit the daughter of one of the farmer’s. The nearest hospital is an eight-hour drive. The father didn’t own a car nor have the money for travel and medical expenses. As a group, however, they were in a position to save a life. Bound by coffee and community they were able provide the resources to spare her. This is the kind of story that has brought me to Mexico. Not to mention that they are producing some very nice coffee and I’m anxious to learn from them. While that adventure starts tomorrow, I’m navigating my own adventure at the moment. We pay our tab and wander toward the street fair waiting to absorb us. I confide in Stephan, a friend and one of my travel companions, regarding my condition. He is German born and has spent most of his life living in Guatemala but now lives in Southern Cal. I say this because he is far better traveled than I and I need his advice. We talk only briefly. Bottom line: absolutely look into travel alerts, prepare yourself. Never take the “once-aweek” dose of anti-malaria medicine; it’s hardcore.

loaded with questions but want to play it cool. All in time, I think. I’m here for four days. Upon arrival I immediately learn that the members of the co-op have never met a roaster from outside of Mexico. They have as many questions for me as I do for them, and the rapport is immediate. They want to understand coffee culture in America and what role I play. I tell them how we evaluate coffee and learn that they have never cupped before. I have the opportunity to cup with growers whose families had been producing coffee for generations. We have a great time. Armed with coffee and camaraderie we fall into a place of peace with our surroundings. I am invited to visit many of the farms. I’m humbled by the hospitality I receive and inspired by the stories I hear. They are not wealthy, but generous and, in general, happy. Sleeping in a tent, bathing in a river, the new surroundings, and stimulus offer the opportunity to get really tired. Once the keen edge of excitement is dulled, it is much easier to pick up on the vibe of San Miguel. It is in general, a happy and grateful place. Our group discusses this on our last night in Mexico. We term it “re-entry.” What will we bring home from this experience and how can we carry on the vibe? Of course we will all sink back into the familiar routines that make up our days and lives. Nothing wrong with that; I just hope to appreciate it more. Most of all I will always keep them in mind through my decisions as a coffee buyer. That first trip to Mexico is now years in the past, and I’ve since made several other visits to origin. I’ve learned a few lessons along the way and consider myself a more weathered traveler. I also believe I’ve developed a better eye for what I see on trips to origin and it has certainly shaped my worldview. Often I am pitched on buying a coffee that is premised on the idea that it will help the farmer. It is so easy to find yourself in a coffee-growing region where the landscape is littered with good intentions. Buying someone out of poverty isn’t a long-term answer. Engaging in a supply chain of mutual benefit is a real answer for all involved. This begins through a process of mutual understanding. Direct trade is a popular phrase these days. But to me, the origin of direct trade means one thing – a direct connection. It’s my job to share that story with everyone else in the supply chain and complete the connection.

After 4-wheeling our way through a couple of rivers and harrowing mountain passes to San Miguel the next day, my state of mind couldn’t be better. I am

24 August 2013

Add a Scoop

Supplement-Boosts From Antioxidants to Womenâ&#x20AC;&#x2122;s Boost add a scoop of supplement boosts to smoothies, frappes and oatmeal. Generate more profits and better yet more smiles from your customers.

Call today and let Add a Scoop by Smoothie Essentials help boost your profits and increase customers. 415.382.6535 | www.AddaScoop.com Kosher, Us Vegetarian, & non-gMo

Add a Scoop â&#x201E;˘ Supplement-Boosts

NewsBites addition that complements Flexicon’s established line of flexible screw conveyors and pneumatic conveying systems, allowing us to now convey virtually any bulk solid material in the most efficient manner possible,” says Gill, adding, “Flexicon has engineered and thoroughly tested the new conveyor over several years to significantly advance the technology and performance associated with this conveying method.” The conveyor moves material using high-strength polymer discs––affixed to a stainless steel or galvanized cable––that slide within smooth stainless steel tubing, moving fragile coffee and tea products gently, quietly, and dust-free, horizontally, vertically, or at any angle. The system can have single or multiple inlets and outlets, and convey over short distances or hundreds of feet/ meters. For more information visit www.Flexicon.com.

winning Cup of Excellence® coffees. Cheers replaced worries as the average price per pound hit a Honduras record of $9.92/lb by the auction close. Jorge Lanza’s top scoring coffee, from the well-known Santa Barbara region, received $25.20/lb, but not far behind in either price or score sat the coffee from the farm Mira Valle located in the lesser-known Francisco Morazan region. A whopping six coffees scoring over 90 points by the International Jury obtained substantial premiums from Japanese, Korean and Australian buyers. Fourth place, owned Fanny Yeselia Moreno, the only women to win this year, was purchased in part by a company in Japan also owned by a woman. To learn more, become a member, view competition and auction results, read in-depth farm stories, register to bid, obtain samples, or to apply for a jury position, log onto www.AllianceforCoffeeExcellence.org

Vitamix – The Quiet One® Vitamix®, the world leader in high-performance blending equipment for home and commercial use, offers 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 other frontof-the-house establishments. Thanks to its advanced vibration dampening technology, it’s up to four times quieter than the competition. In addition to improved noise levels provided by its innovative design, it offers exceptional blending capabilities for a consistently superior product and significantly improved speed of service. 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.

Best Coffee In Oregon Championship Held at GoodBean Coffee in Jacksonville Things are brewing as GoodBean Coffee in Jacksonville prepares for The Oregon State Fair’s Best Coffee in Oregon Championship. The competition is an annual event in which roasters from across the state feature their prime products in hopes of being crowned ‘Best Coffee in Oregon’ at the final competition, which will be August 24th in Salem at the Oregon State Fair. The GoodBean brand took Gold Medals two years running in the 2010 and 2011 Best Coffee in Oregon Championships. This year Kell was asked by the Oregon State Fair board to sponsor and direct the competition so GoodBean has graciously withdrawn from competing or judging in this year’s tournament with top competitors including such prestigious roasters as Stumptown, Portland Roasting, K & F Coffee, Caravan, Kobos, and Café Mam, to name a few. Local participants include Mellelo, Noble, Case, Oregon Mountain, and Rogue Roasters. The preliminary event at the GoodBean in Jacksonville will be from 9am to 2pm, with judges staggered every 2 hours as they rotate between categories. The coffees will be delivered to a predetermined accounting firm of Dahlin Accounting & Consulting who will receive the blends and re-package each entry for anonymity.

Bam! That’s Good Coffee! Chef Emeril Lagasse touts the new Signature Blend Coffees roasted by sponsor White Coffee Corporation, at the start of the Lehigh Valley Food and Wine Festival, May 31 – June 2, 2013 at the Sands Casino Resort in Bethlehem, PA. The coffee is available in retail outlets throughout the United States, on-line at www.whitecoffee. com or call (800) 221-0140 for more information.

Flexicon Introduces Tubular Cable Conveyors A new FLEXI-DISC™ line of Tubular Cable Conveyors for the gentle transfer of coffee and tea products has been introduced by Flexicon, says David Gill, president. “The new tubular cable conveyor is a strategic

Honduras Kicks Off Central America Cup of Excellence® Coffee Auctions Not certain what prices to expect, 22 farmers gathered at the Instituto Hondureño del Café quality lab in San Pedro Sula on Thursday to watch the annual online auction for their

Weldon Coffee Flavorings – Expands Distribution in the Midwest!!! Weldon Flavorings teams up with Split Rock Coffee Company, a division of Johnson Paper and Supply Company in Minneapolis, Minnesota, increasing their distribution in the Midwest Region. Split Rock Coffee will be distributing the unsweetened Weldon Coffee Flavorings. These flavorings are completely free of sugar, artificial sweeteners, creamers, powders, and syrups, making them the perfect solution to serving flavored coffee, cappuccino, and lattes without all the calories, carbohydrates, fats, and sodium. Contact Scott Kee, VP of Coffee Operations, at skee@ splitrockcoffee.com to order these products. Each bottle flavors 118 (8 oz.) servings and comes with a pre-measured pump which allows for quick and accurate flavoring. Ideal for office coffee service, restaurants, coffee shops, hotels, drive-thrus, convenience stores, or any place coffee is served. For additional product information, contact Weldon Flavorings at info@ weldonflavorings.com or (502) 797-2937.

The Latest from LBP Manufacturing Features Their Pop-Up Catering Tray The latest addition to LBP’s extensive catering portfolio is the Pop-Up Catering Tray, a corrugated container that is sure to be a show stopper at any event. With premium custom print capabilities this solution allows foodservice operators to display their brand at every turn, providing the same look and feel of their restaurants to consumers anywhere. The Pop-Up Catering Tray comfortably holds one full or two half-sized steam pans making the transfer from oven to occasion a breeze. For more information, visit www.lbpmfg.com. Presenting Gaviña Fruit Flavored Iced Coffees Gaviña Gourmet Coffee is proud to introduce their summer line of Fruit Flavored Iced Coffees! A perfect alternative to highercalorie drinks, these low-calorie flavor delights come in ripe Blueberry, rich Coconut Cream, silky Chocolate Raspberry, and zesty L’Orange. Available whole bean or ground. “I August 2013

serve Gaviña’s Coconut Iced Coffee year-round. Iced drinks are the center of our business. This is Southern California. You need a good iced and blended drink menu to survive.” Jason Kovacs—Friends Café, Monrovia, CA. Be the first to get your sample today! Contact Yolanda Sanchez at Gaviña Gourmet Coffee, orderdesk@gavina. com THE TOWER-Cold Drip Coffee System. Sleek, Fresh, and Unique Pure Coffee would like to introduce to you Pure Coffee USA’s cold drip system...The Tower. The flavor profile of coffee from our machine is rich, bold, sweet, and complex. This flavor is achieved only through our process as a result of the all-glass system. The slow brew brings out all the flavor in the grounds, but leaves behind the bitterness from too much acid. Pure coffee also has a commitment to caring for the environment and safeguarding our resources. Our system uses only laboratory grade glass in a precision cut and welded steel frame. Your coffee’s journey starts in the reservoir at the top of the tower as one liter of pure filtered water. One brew makes 4-6 servings. All you need is coffee and water and you could make coffee for a lifetime. The Tower creates no unnecessary waste and uses no electricity. Each piece of glass is hand-blown in South Carolina, specifically for your machine. The Tower is designed and manufactured all in the USA. You can visit their website at www.purecoffeeusa.com, call them at 800-597-0920, Monday through Thursday 8 A.M to 5 P.M. and Friday 8 A.M. To 3 P.M. CST. or Email info@purecoffeeusa.com for more information Shore Measuring Systems Announces New E-Commerce Site Shore Measuring Systems, a division of CTB, Inc., launched its new e-commerce site shopmoisturetesters. com on June 28, 2013. The Web site is an online commerce platform for the users of portable moisture testing equipment. The new site offers customers the opportunity to review information about the CTB division’s line of Model 920™ and Model 930™ Portable Moisture Testers for grain and coffee in English or Spanish and to order testers at factory-direct pricing. Shore’s moisture tester packages include the tester, a travel case and various accessory items. Moisture testing calibrations are built in at the factory and, for the coffee models, include a large variety of coffee, tea and cocoa bean commodities. For more information, email sales@ shoremeasuring.com

927-11 FRC Fres Bag 2.7197x12.875 Coffee Talk Ad_SCAA A

Bag the Can. COFFEE BREWERS TEA BREWERS HOT WATER MACHINES TEA DISPENSERS DECANTERS AND MORE!

With enhanced freshness preservation and significant cost savings, the Fres-co Fres Bag™ is a superior alternative to the antiquated coffee can.

(P) 314.678.6336 www.wellsbloomfield.com

Compared to metal cans, our Fres Bag™ delivers* • 84% weight reduction • 47% reduction in energy consumption • 84% reduction in solid waste

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

• 67% less greenhouse gas emissions • Corner Seal® technology maximizes shipping and shelf space

Scan this code or visit www.fresco.com/fresbag for more information.

The Freshest Ideas in Flexible Packaging

3005 State Road | Telford, PA 18969-1021 215.721.4600 | contact@fresco.com *Source: LCA comparison analysis using SavvyPack® LCA software.

Winner of People’s Choice Best New Product - Sustainability 24th SCAA Expo 2012

EagleWebPress.com • 800-800-7980

Advertisers Index Company.....................................................................................................................Phone..............................................................Web................................................................................................Page Add a Scoop by Smoothie Essentials Supplement-Boosts...........................................................(415) 382-6535....................................................................smoothieessentials.com.................................................................................................25 Adulina Coffee Exporter, PLC.........................................................................................................................+ 251114425938...................................................................adulinacoffee.org.................................................................................................................31 Agtron...........................................................................................................................................................................(775) 850-4600.................................................................agtron.net........................................................................................................................14, 30 Alliance for Coffee Excellence/Cup of Excellence..............................................................................(406) 542-3509.................................................................AllianceForCoffeeExcellence.org..............................................................................29 American Barista & Coffee School...............................................................................................................(800) 655-3955.................................................................coffeebusiness.com..........................................................................................................29 BeanSafe.....................................................................................................................................................................(212) 244-5505...................................................................beansafe.com.......................................................................................................................29 Best Coffee in Oregon.........................................................................................................................................(541) 944-6050..................................................................bestcoffeeinoregon.com................................................................................................32 Blendtec.......................................................................................................................................................................(800) 253-6383.................................................................commercial.blendtec.com.............................................................................................30 Bloomfield Industries...........................................................................................................................................(314) 678-6336...................................................................wellsbloomfield.com........................................................................................................27 BriteVision..................................................................................................................................................................(415) 374-8119......................................................................britevision.com...................................................................................................................... 21 Cablevey Conveyors.............................................................................................................................................(641) 673-8451....................................................................cablevey.com...........................................................................................................................7 Coffee Fest.................................................................................................................................................................(800) 232-0083.................................................................coffeefest.com...................................................................................................................... 12 Coffee Shop Manager..........................................................................................................................................(800) 750-3947.................................................................coffeeshopmanager.com................................................................................................ 21 CoffeeCat Coffee Jewelry.................................................................................................................................(206) 795-5414...................................................................etsy.com/shop/coffeecatjewelry...............................................................................30 CoffeeNetwork.com.............................................................................................................................................(305) 925-4822..................................................................coffeenetwork.com...........................................................................................................29 Costellini's...................................................................................................................................................................(877) 889-1866...................................................................costellinis.com......................................................................................................................29 Curtis.............................................................................................................................................................................(800) 421-6150...................................................................wilburcurtis.com...................................................................................................................15 Daterra Coffee..........................................................................................................................................................(330) 941-2555...................................................................daterracoffee.com.br.......................................................................................................25 Diedrich Manufacturing, Inc.............................................................................................................................(208) 263-1276....................................................................diedrichroasters.com.........................................................................................................15 Eagle Web Press.....................................................................................................................................................(800) 800-7980................................................................eaglewebpress.com..........................................................................................................27 Espresso Me Services...........................................................................................................................................(360) 213-0715....................................................................espressomeservice.com.................................................................................................30 Flexicon Corporation............................................................................................................................................(610) 814-2400...................................................................flexicon.com...........................................................................................................................16 Follett Corporation................................................................................................................................................(610) 252-7301.....................................................................follettice.com........................................................................................................................30 Fres-co System USA, Inc....................................................................................................................................(215) 721-4600....................................................................fresco.com..............................................................................................................................27 Global Customized Water.................................................................................................................................(805) 484-1589...................................................................globalcustomizedwater.com........................................................................................30 Grounds for Health................................................................................................................................................(802) 241-4146....................................................................groundsforhealth.org.......................................................................................................30 International Coffee Consulting.....................................................................................................................(818) 347-1378.....................................................................intlcoffeeconsulting.com...............................................................................................23 Java Jacket................................................................................................................................................................(800) 208-4128..................................................................javajacket.com..............................................................................................................25, 30 Knutsen Coffees, Ltd............................................................................................................................................(800) 231-7764...................................................................knutsencoffees.com.........................................................................................................30 Loring Smart Roast...............................................................................................................................................(707) 526-7215....................................................................smartroaster.com...................................................................................................................5 Manitowic Ice............................................................................................................................................................(800) 545-5720.................................................................manitowocice.com.............................................................................................................13 Mother Parkers Tea & Coffee...........................................................................................................................(800) 387-9398.................................................................realcup.com...........................................................................................................................23 North Atlantic Specialty Bag...........................................................................................................................(877) 827-5270...................................................................northatlanticbags.com....................................................................................................23 One Eighteen Advertising.................................................................................................................................(310) 442-0118.....................................................................gavina.com.............................................................................................................................. 21 Orleans Coffee Exchange..................................................................................................................................(800) 344-7922.................................................................orleanscoffee.com.............................................................................................................27 Pack Plus Converting...........................................................................................................................................(909) 902-9929.................................................................packplus.com........................................................................................................................29 PBFY Flexible Packaging...................................................................................................................................(877) 224-7496...................................................................pbfypkg.com.........................................................................................................................25 Plitek..............................................................................................................................................................................(847) 827-6680..................................................................plitek.com................................................................................................................................. 11 Pod Pack International, LTD.............................................................................................................................(225) 752-1160.....................................................................podpack.com........................................................................................................................27 Pure Coffee USA.....................................................................................................................................................(800) 597-0920.................................................................purecoffeeusa.com...........................................................................................................28 Roastar.........................................................................................................................................................................(866) 516-7247....................................................................roastar.com...............................................................................................................................3 Rocket Man Equipment......................................................................................................................................(866) 470-4150..................................................................rocketman.com....................................................................................................................23 Scolari Engineering S.p.A./Texpak Inc........................................................................................................(856) 988-5533..................................................................scolarieng.com.....................................................................................................................33 Service Ideas, Inc....................................................................................................................................................(800) 328-4493.................................................................serviceideas.com................................................................................................................30 Shore Measuring Systems.................................................................................................................................(217) 892-2544...................................................................moisturetesters.com.........................................................................................................29 Stalkmarket Products (Asean Corporation)...........................................................................................(503) 295-4977..................................................................stalkmarketproducts.com.............................................................................................30 Teasano........................................................................................................................................................................(604) 345-8128..................................................................Coming Soon........................................................................................................................24 TekPak Solutions.....................................................................................................................................................(416) 505-3839...................................................................tekpaksolutions.com........................................................................................................29 The Coffee Trust.....................................................................................................................................................(505) 670-9783..................................................................thecoffeetrust.org..............................................................................................................24 The Dynamik Group..............................................................................................................................................(206) 686-2525..................................................................dynamikspace.com...........................................................................................................29 The Truvia Company LLC..................................................................................................................................(855) 855-2362..................................................................truvia.com/foodservice.....................................................................................................9 Tierra Nueva Fine Cocoa & Chocolate Specialists...............................................................................(786) 364-4444.................................................................coffeethins.com...................................................................................................................29 Tightpac America inc...........................................................................................................................................(888) 428-4448.................................................................tightvac.com.........................................................................................................................30 Track the Impact.....................................................................................................................................................(619) 889-1997.....................................................................tracktheimpact.com..........................................................................................................30 Ultimate Barista Challenge...............................................................................................................................(503) 232-1016....................................................................ultimatebaristachallenge.com.....................................................................................28 UpShot.........................................................................................................................................................................(800) 545-6200................................................................upshotsolution.com...........................................................................................................19 uVu Lid Company..................................................................................................................................................(561) 674-9415.....................................................................uvulid.com.................................................................................................................................2 Vessel Drinkware.....................................................................................................................................................(855) 883-7735...................................................................vesseldrinkware.com.........................................................................................................13 Vita-Mix Corporation............................................................................................................................................(800) 437-4654.................................................................vitamix.com..............................................................................................................................6 Walker Coffee Trading Company.................................................................................................................(713) 780-7050...................................................................walkercoffee.com................................................................................................................ 12 Weldon Flavorings.................................................................................................................................................(502) 797-2937...................................................................weldonflavorings.com.....................................................................................................23 White Coffee Corp................................................................................................................................................(800) 221-0140...................................................................whitecoffee.com.................................................................................................................30

28 August 2013

Thinking of opening or remodeling

a cafe?

FEASIBILITY / BRAND / DESIGN / LAYOUT / SITE ANALYSIS / PERMITTING / And MORE...

START HERE. Call us TODAY for a free consult.

206.686.2525

dynamikspace.com

Get Fast, Accurate Moisture Tests Toll Free: 1.877.722.5888

With SHORE Moisture Testers you measure moisture content to: • Choose the correct roasting proﬁle • Avoid shrink and quality issues • Save roasting energy

Moisture test calibrations available include: • Green coffee • Ground roast • Naturally dried coffee

MEASURING SYSTEMS

800-837-0863

A Division of CTB, Inc.

www.MoistureTesters.com

Risk Management Forecasts and Analysis

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

CTB ADVERTISING Ad No. S-7009/201211 Shore Measuring Systems Coffee Talk

MEASURING SYSTEMS

Rewarding the WORLD’S

FINEST

Coffee Farmers

CONGRATULATIONS to the winning bidders for the El Salvador, Honduras, Costa Rica, Guatemala & Mexico Cup of Excellence Auctions

AllianceForCoffeeExcellence.org

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 SignaAir Airpots: available with Glass or Stainless Vacuum Insulation, NSF Certification and feature snap-on flavor indicator tabs. Available in 1.9, 2.2, 2.5, 3 and 3.7 Liter capacities.

Used by Over 50,000 Buyers Every Year

www.javajacket.com

Updated Online Every 24 Hours! Search by Name, Location, or over 100 Business Categories. Includes a Live Link to your Website! And, it’s FREE!

www.stalkmarketproducts.com

Blender

ESPRESSO MACHINES

Ice MACHINES

Vacuum Container

Green Coffee Importers

Blendtec 1-800-BLENDTEC

Espresso Me Service 877.215.0715 360.213.0715

Follett Corporation 800.523.9361

Tightvac 888.42.TIGHT

Knutsen Coffees, Ltd. 800.231.7764

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.

blendtec.com/commercial

www.follettice.com/ct

www.tightvac.com

www.knutsencoffees.com

www.espressomeservice.com

The new Blendtec Stealth™ is the quietest, most advanced commercial blender in the world. With 42 preprogrammed blend cycles, capacitive touch controls and an online Blend Wizard™ programming tool, making the perfect blend has never been easier! Proudly Made in the USA

Roasted Coffee

Sustainability Tracking Tools

Non-Profit

Coffee Jewelry

Coffee Analysis

White Coffee Corp. 800.221.0140 718 204 7900

CoffeeCares 619.546.5400

www.tracktheimpact.com

Grounds for Health 802.241.4146

www.groundsforhealth.org

CoffeeCat Coffee Jewelry 206.795.5414

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.

Real Green Coffee Beans in beautiful, hand-made jewelry makes the perfect corporate gift or give-away. Wide selection of earrings, necklaces, and more. And every sale a percentage of the item is donated to projects at origin!

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.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, Emeril’s and White Coffee’s Organic Single Serve Coffees. Fair Trade, Organic, Kosher, NSF certified.

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

August 2013