October 2015 by CoffeeTalk Magazine

October 2015

www.CoffeeTalk.com Vol. XXVIII No. 10

Connect. Grow. Prosper!

The Future of Coffee

See NCA Exhibitor Listings page 18

page 16

See Exhibitor Highlights page 14

Water Avenue Renaissance Using Technology to Succeed

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Connecting the Dots: Technology

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Innovations Should Be More than Cool

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This Month

Contents

The View

Technology, You Will be Mine!

Connect. Grow. Prosper!

Calendar

Roaster's Rock

8 Roaster's Rock Innovations Should Be More than Cool

Innovations Should Be More than Cool

Connecting the Dots Technology

Changing Coffee Perceptions through Technology

10 Connecting the Dots Technology

Apps Helping Coffee Culture

Coffee Fest Listings

The Future of Coffee

22 Water Avenue Renaissance Using Technology to Succeed

Pristine Rainforest Coffee

NCA Exhibitor Listing Need to update your subscription or address?

Producer Profile

Guatemala: El Guachipilin

Water Avenue Renaissance

Using Technology to Succeed

Newsbites

Advertiser Index

Visit coffeetalk.com/update-your-current-subscription/

Who We are

Phone: 206.686.7378, see extensions below Publisher / Advertising Inquiries Kerri Goodman, ext 1 kerri@coffeetalk.com

Managing Editor Libby Smith, ext 8 libby@coffeetalk.com

Ad Art & Accounting Laurie Veatch, ext 4 laurie@coffeetalk.com

Copy Editor Mark Moser, ext 9 mark@coffeetalk.com

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

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

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

Feature

The Future of Coffee

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 2015, HNCT, LLC, All Rights Reserved

4 October 2015

Professional Memberships

It pays to tend to your ﬂock. Over the past 5 years, employee out-of-pocket expenses have risen nearly 40%.1

Aflac can help protect your employees with cash to cover their bills in the event of a covered sickness or injury. And now employees’ claims can get paid in a day with Aflac’s One Day PaySM when they submit online.2 Small businesses like how easy it is to add voluntary coverage to their benefits at no direct cost. Especially when it is from Aflac, the number one provider of worksite/voluntary insurance sales for 13 consecutive years.3 Aflac may even be a pre-tax deduction, so when we say it pays to tend to your flock, it just might.

Call your local agent and visit aﬂac.com/smallbiz

2014 Employer Health Benefits Survey, The Henry J. Kaiser Family Foundation, September 10, 2014. 2One Day PaySM is available for most properly documented, individual claims submitted online through Aflac SmartClaim® by 3 PM ET. Aflac SmartClaim® not available on the following: Short Term Disability (excluding Accident and Sickness Riders), Life, Vision, Dental, Medicare Supplement, Long Term Care/Home Health Care, Aflac Plus Rider and Group policies. Individual Company Statistic, 2015. 3Eastbridge Consulting Group, U.S. Worksite/Voluntary Sales Report. Carrier Results for 2002-2014. Avon, CT. Coverage is underwritten by American Family Life Assurance Company of Columbus. In New York, coverage is underwritten by American Family Life Assurance Company of New York.

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3/15

The View

Kerri Goodman Technology, You Will be Mine!

hat is the first thing that comes to mind when you hear the

Well if you want to survive and even thrive in today’s ever changing world, it

word, TECHNOLOGY? Does it send shivers up your spine?

is time to tame the beast! It is time to change your mindset. And that is what

For those of you that know me personally, it should come

it is, a mindset. Look at the definition again. I don’t see computer. I don’t see

as no surprise that this is one of my favorite issues. What is that? Did hear

pc or CRM or SaaS. I see KNOWLEDGE! Beyond that I see PRACTICAL!

a collective groan? Silent screams of terror of the thought of having to learn

Technology is just another word for figuring out how to do something better.

yet another new system, especially since you had just gotten use to the old

It need not be scary, not if you view it as an adventure! And remember that

one? Do you wish you could go back to a time when you didn’t need to use

big adventures generally require guides. So if you are not one to circumvent

acronyms like FTP; http; ISP; POTS; USB; VPN; www; RAM; CSS; WAN;

the globe in a sailboat, or hike the Pacific Crest Trail on your own, you are

GIGO, etc (bonus points to anyone who knows what all 11 stand for*)? Well I

not alone and there are experts in any field who can help. As long as you are

have just three words for you. GET OVER IT! Technology is not the bad guy!

willing to ask.

What is “technology?” Just type the word into Google and you receive

So retailers, take a peak at page 22 to see how Water Avenue Coffee is

2,500,000,000 results in a mere .29 seconds. In reviewing the plethora

embracing technology to succeed. And roasters, page 8 shows you how

of definitions the common thread is: “The application of knowledge for

innovations should be more than cool. And for all, page 10 and 12 gives

practical purposes, especially in industry.” So why do so many abhor the

you some more tools and ideas to embrace the challenge, to improve your

thought of technology? Simple. Change is what terrifies most. With questions

businesses. Welcome to CoffeeTalk’s Technology issue and may the force be

popping into our heads like will I look stupid; what if I ask a “dumb” question;

with you.

do I have to, it seems far more comfortable to just stay the course, even when it is hurting you!

*Think you are a tech nerd? Here are the what these abbreviations mean in order: File Transfer Protocol; HyperText Transfer Protocol; Internet service provider; Plain old telephone service; Universal Serial Bus; Virtual private network; World Wide Web; Random Access Memory; Cascading Style Sheets; Wide-Area Network; Garbage In Garbage Out.

Calendar 6

For complete and updated show information visit our online calendar: http://magazine.coffeetalk.com/industry-calendar/

October 1-3

World Tea & Coffee Expo 2015, Mumbai, India

October 15-18

ExpoEspeciales 2015, Bogota Colombia

October 4-5

Canadian Coffee & Tea Show, Vancouver, BC Canada

October 15-19

Xiamen International Tea Fair, Xiamen China

October 6-9

Coffeexiran 2015, Tehran Iran

October 17-21

World Competition Education Program, Milan, Italy

October 9-13

World Competition Education Program, St. Petersburg, Russia

October 23-25

Coffee Fest Portland, Portland, OR USA

October 23-27

Host, Milan Italy

October 27-29

Specialty Food Festival, Dubai

October 10-14

Anuga, Cologne, Germany

October 2015

Roasters Rock

Innovations Should Be More than Cool

o you are sitting in your shop and thinking, “What could I invent that would differentiate me in the marketplace?” This is a very useful question! You may also ponder, “What could I make that would be so cool I could corner the market and be a bazillionaire!?!” This is a less useful question.

marketing costs, production costs etc. and then will generate a required retail price that covers costs and returns a profit. Now you have a business plan!

The first question will lead you to the likely conclusion that you could make an improvement on your existing business that would allow you to rise above the fray in your particular field and be seen as smart, inventive, and ambitious. The second question above makes you into a creative genius, but seldom produces a product needed by our industry.

Once funding is in place you have to market the product, sell it, and then move into production. None of these things really seem like the creative brainstorming of coming up with the idea. All of these things are essential for success. Remember; almost no one has all of the skills to get a new product to market. With a good team you will go farther than by yourself.

From Merriam-Webster: in·no·va·tion; the introduction of something new; a new idea, method, or device. For the coffee industry, this definition should include the words both COOL and USEFUL. It seems that we in the industry are focused on cool and often not on useful, although some inventions are extremely useful, but not cool. So what would the making of a cool and useful innovation look like? The following are the criteria for success. Part One: The IDEA If your product is going to be self-sustainable and even make you rich, you must decide that this is a primary goal of your innovation. If you are doing it just because you can, you may receive some notoriety for having done it, but no one will buy it because no one needs it. So the primary criteria for a successful new product is: Solve a customer problem. In order to do this you must really understand what the problem is and how many people have the problem. This can often be difficult because your brilliant idea may solve a problem a customer may not know they have. Think about it; did you really know you needed the internet in the palm of your hand 24/7 until someone gave you the option? Your understanding of the coffee market will help you understand if enough people would be helped by your innovation. If you are solving the problem, design your product. After you are 100% sure of how you would design the product, then ask for someone else to design it! In collaboration you will find that fresh eyes see much more than you do. You may want to scrap the idea at this point as unrealistic, or you may redesign the solution to solve the problem and turn a profit. Keep working until you have a prototype. Part Two: The Prototype Scrutiny You built a prototype and you are pretty sure it solves a problem big enough to sell some items. Now it is time to test your theory. In controlled environments you will ask people to use your product, give you feedback, and make suggestions. You may be in this phase for a while so make sure to protect your intellectual property. Once the bugs are out of the prototype you can move to the next phase.

Rocky Rhodes

Part Three: Putting on the business hat You may be brilliant at coming up with ideas. Often idea people don’t use the ‘business cortex’ of the brain and build the plan to make money. If this sounds like you, it is time to bring on board someone that can steer you towards profitable implementation. They will look at product development costs,

You may need to acquire funding. With a business plan you can explain your idea concisely. Money is always attracted to good ideas.

Part 4: Constant improvement. Very few products are perfect the first time out. Even if they are, needs change and your product must keep up. Design a program to revisit things like design, need fulfillment and cost. Constantly re-innovate the product to stay ahead of your customer’s needs. If you can communicate the value of your product and support a reasonable price you should be able to sell it. If you make it COOL as well as USEFUL, you will have a winner! The following are some of the recent innovations. It is up to the reader to decide if they are cool, useful, or both. If they are both, consider carrying the product or finding a way to use it in your business. If not, well only you can be the judge! Single Origin Chocolate in flow through Tea Bags Creates a new hot beverage experience with subtle chocolate flavors Espresso with Yogurt and Spices – Signature Drink Combines a popular yogurt drink of China with a fruity espresso shot Steampunk Brewing System Combines infusion and siphon brewing methods with automation Cropster Supply chain management of green coffee, roast logs and profiles Tastify App Capturing of cupping characteristics electronically Others interesting innovations: Coffee skin care products, Coffee Fire Logs, Variable Temp Kettles, Immersion / Dripper Hybrids and a Single Bean Coffee Roaster. At some point, someone thought it would be cool or useful to invent these things. If we were to check this list in a couple of years we would know which were cool AND useful. Can you pick the winners? What is your idea? Rocky Rhodes is an 18 year coffee veteran, roaster, and Q-Grader Instructor, and his mission now is to transform the coffee supply chain and make sweeping differences in the lives of those that produce the green coffee. Rocky can be reached at rocky@ INTLcoffeeConsulting.com October 2015

Photo by Trish Rothgeb

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e’ve all heard it before: coffee is second only to oil as the most traded commodity in the world. It's a market that largely attracts players from every corner of the globe. To say that the coffee industry is a red ocean* is an understatement. So how does one company separate itself from the rest? What makes it possible for one company to thrive, while others merely survive, or die? It’s the technology they impart into their contribution to the coffee world. The basic elements of coffee are roasted coffee beans and heated water. That recipe hasn’t changed for centuries. The difference between one cup of coffee and the next is the technology that goes into each step creating those elements and then bringing them together. Certainly there is a difference between the mass produced, pre-ground coffee in a can and the hand selected, individually roasted, fresh ground beans purchased from the local independent roaster. However, once that level of hand crafted production is reached, the differences narrow significantly. Very quickly it comes down to personal taste and preference. Technology has revolutionized the way we brew and enjoy coffee. It was technology that made it possible to off-gas and pre-grind coffee to seal it in cans, bringing about the first wave of coffee. Technology made it possible to apply nine bars of pressure to heated water, allowing it to stay in contact with coffee grounds for just 22 seconds, enabling Italians to create a palatable drink from otherwise bitter African Robusta beans. This brought about the second wave of coffee. Now that we are in the third wave of coffee, technology is again being applied in directions never before considered. A kettle is simply a device that heats water. Many kettles look pretty similar to each other. To set one apart from another, add the technology to control the temperature to within one degree and a gooseneck spout designed with input from a US Brewer’s Cup champion. Now that kettle becomes the preferred tool for competitive baristas. Scales are a tool used to measure weight. They can weigh micrograms of medicine, or semi-trucks on an interstate. Make one just the right size to fit onto the drip tray of an espresso machine, give it a water repellent nano-coating and the ability to self-tare and self-time and it becomes a game-changer for the way the local coffee shop prepares its brew. Further examples of better coffee through technology: David Beeman’s “customized water” not only purifies water through reverse osmosis, but adds back the essential minerals that make coffee taste better. George Howell and VST’s “Extract MoJo” software coupled with a refractometer and some additional data will determine the percentage of extraction that was achieved during the brewing process. Very “techy” stuff that brings about consistency in manually brewed coffee. In the mini-profiles after this introduction you will see examples of technology that will help your bottom line, from the Daterra’s Penta Box® that has raised the bar on green coffee quality throughout the shipping process to Flojet’s new oscillating pumps, and more. To survive in this business you must be sure you are using every competitive edge at your disposal. To thrive you must apply that competitive edge where no one has done so before. Whether it is a completely automatic coffee brewer or a simple steeping filter and kettle to make pour-over coffee, technology gives baristas and home users alike control over the variables in the brewing process. Controlling those variables leads to consistency. Consistency leads to a better cup of coffee and after all, isn’t that the goal?

* The majority of businesses practice some form of the Red Ocean Strategy. It is either when businesses enter an over-saturated marketplace, or they simply defend their current position. When sales go down, or competition enters the fray, they merely fight to regain those sales or stave off the competition. It is unhealthy because it’s likely going for customers that have long since left and won’t be returning, or fighting for scraps to gain marginal profits.

by Christian Krause, Brand Manager Brewista Inc.

UpShot single-serve capsule

ShopKeep

prolinecoffee.com | (630) 422-1012 Pro-Line Packaging uses the innovative UpShot capsule. Made from 100% polypropylene, the UpShot is fully-recyclable and holds up to 13g of coffee. Its mesh filter makes it highly aromatic and encourages greater contact between the water and grounds, ultimately giving you the perfect cup of coffee with every brew.

shopkeep.com | (800) 820-9814 ShopKeep provides an intuitive, secure, iPad-based point-of-sale system that empowers growing business owners to run smarter businesses by optimizing staffing, regulating inventory and accessing sales & customer information on one seamless, cloud-based platform. ShopKeep’s awardwinning customer care team is available 24/7.

by Pro-Line Packaging

by ShopKeep POS

cont. on page 12 October 2015

A CAPPUCCINO

IS MORE

THAN GOOD

FOAM A good cappuccino is a great thing, but prepare it without good water and you may as well have an empty cup. Xylem-brand Flojet pumps help dispense over 2 million cups of coffee a day, ensuring great taste and providing a reliable return on your equipment investment. With our help, your customers will have a great experience from the top of the cup to the bottom. We invite you to discover why we have become such a trusted partner in beverage dispensing.

To learn more, visit foodservice.xylem.com/coffee.

Interested in careers? Visit www.xyleminc.com/en-us/careers/pages/default.aspx ÂŠ 2015 Xylem Inc. Flojet is a trademark of Xylem Inc. or one of its subsidiaries.

Technology

PS Series Oscillating Pumps by Xylem Applied Water Systems

foodservice.xylem.com/coffee | (914) 323-5700 Flojet's new PS Series Oscillating Pumps provides a cost effective solution to the low flow, high pressure pumping needs of the coffee industry. The product can deliver pressures up to 19 bar. The PS Series product is manufactured from food grade materials and is fitted with innovative noise reducing technology.

Coffee Shop Manager by Coffee Shop Manager

coffeeshopmanager.com | (800) 750-3947 A sophisticated Coffee Point of Sale Designed for Specialty Coffee, Coffee Shop Manager provides your coffee shop with the latest POS technology carefully crafted by coffee industry veterans. From basic point-of-sale technology to fully featured comprehensive business tools, CSM has everything you need to grow your business.

LX2000 Color Label Printer by Primera Technology, Inc.

primeralabel.com | (800) 797-2772 LX2000 Color Label Printer allows you to print your own product labels! You can save time and money by printing sample, seasonal, customized labels without having to worry about minimums or lead times!

Penta Box®

by Daterra Coffee

JoeTap Nitro Cold Brew System by JoeTap

joetap.com | (800) 325-5893 Nitro cold brew is among the hottest trends in coffee today and JoeTap is the world’s first and only on-demand nitro solution. From the portable JoeTap standalone model to customized solutions, JoeTap can turn your cold brew coffee into nitro cold brew instantly. Brew, Tap, Pour!

daterracoffee.com.br | 551937288010 Green Coffee Freshness is essential for quality. Daterra’s Penta Box® was developed in 2004 to insure coffee’s postharvest freshness for up to three years. The convenient 53.25 lb. package is ideal for discriminating quality minded commercial and home roasters.

The New Super Pod!

by Pod Pack International, LTD. podpack.com | (225) 752-1160

Pod Pack International continues to innovate with the Super Pod, designed to provide high quality options for hotel, and food service. The hotel pod is used in current single cup equipment with a new reusable tray. The food service pod will brew up to 20 ounces for a large drink.

PLI-VALV by Plitek, Llc

plitek.com | (847) 827-6680 For over 20 years, PLITEK's one-way degassing valves and applicators have enabled coffee roasters to eliminate bulk degassing from their operation and preserve freshness and quality of their coffee. With billions used world-wide, PLI-VALV technology is proven to allow freshly roasted coffee to naturally degass inside the package.

12 October 2015

Changing Coffee Perceptions through Technology Apps Helping Coffee Culture

hat is the most expensive bottle of wine or beer you have ever seen or purchased? Now compare that to the most expensive coffee you have ever seen or purchased. The most expensive coffee, in the vast majority of cases, pales in comparison to their craft counterparts. Beer enthusiasts go to taprooms expecting to spend upwards of seven dollars on a pint, whereas coffee aficionados go to a café expecting to spend no more than four to five dollars. While not a perfect comparison by any means, the example serves to show the greater willingness of craft beer imbibers to pay top dollar for great beers. However, even though the gap in profit margins still looms large, companies are willing to push the envelope, highlight the nuance of coffee and sell it for a higher price. Organizations like The Cup of Excellence, who hold online auctions for the best coffees , and roasters like Heart Coffee in Portland, Oregon and Tim Wendelboe in Oslo, Norway, are working to change the perception of coffee from commodity to luxury. In the tech world, craft beer and wine drinkers have apps that allow their users to explore their respective craft industries, catalogue their drinks, record their tasting notes and ratings, and share them with their fellow enthusiasts. Coffee, on the other hand, despite its complexities and newfound “third wave” community, has been left behind in the tech world, until now. In the past year or so, coffee drinkers have been introduced to a group of useful new apps that can serve to grow their knowledge. The most apt comparison to beer’s Untappd or wine’s Vivino is Fika. Fika is a social coffee journal. It is a community of third wave coffee drinkers that

by Sam Reilly want to discover new cafes and roasters, catalogue, rate, and give tasting notes for the coffees they drink, and share them with their friends. Another new tech addition is the half-coffee subscription, half-app – Angel’s Cup. Angel’s Cup is a coffee subscription that allows a user to record their coffees from Angel’s Cup’s subscription, and then you can compare your notes to Angel’s Cup’s roastmaster.

and then return to the United States to try George Howell’s, as well. Perhaps most importantly, these apps can assist in the quest started by the Cup of Excellence and the roasters on the industry’s frontier in changing the perception of coffee.

With the help of these apps, consumers will begin to recognize regions, varietals, and even farmer names. As a result, they will begin to understand what to If a coffee drinker wants an app to help them find expect with each specific characteristic of their great coffee, he or she has a number of options. coffee. For cafes and roasters, they can showcase Dripper is an app of third wave coffee shops around their coffees on Fika or Angel’s Cup, and receive you, and their users are the ones who submit the feedback about how their consumers are enjoying shops and the shop details. their product. The hope is that these apps will uplift coffee to the same status as wine or craft beer. In 1974, specialty coffee became an official term, but it was not until this “third wave” of coffee appeared that coffee began to turn from a bitter, morning necessity into a luxury good that was worthy of connoisseurship.

Finally, in the pursuit to change the perception of coffee, we will hopefully see the perception evolution reach the producers. If coffee drinkers change their expectations surrounding how much money they should spend on coffee, then some of that profit can make its way down to those at the beginning of the coffee chain.

With the help of Fika, Angel’s Cup, Dripper and others, users will begin to see that where their coffee George Howell put it beautifully in A Film About comes from and the environment in which it is Coffee when he said, “It is no longer a cup of joe, it is grown (or provenance and terroir,) dramatically an adventure in search of the ultimate cup.” changes what they taste in your cup. Now, with the advent of these new apps, roasters While coffee is still years behind the craft beer and cafes have the tech industry by their side to scene (just like Fika, Angel’s Cup, and Dripper are a contribute, in some way, to that search. The more few years behind both Vivino and Untappd), third that the average consumer realizes how exotic wave shops are cropping up everywhere. Thus, the and rare great coffee is, then the more they will be consumers’ options of what to drink are becoming willing to pay to find the ultimate cup. endless. Not only can one drink Madcap's Reko two years in a row and taste how it has changed since it was last in season, but one can also go to Cape by Sam Reilly Town, South Africa to taste Rosetta Roastery's Reko,

Please Make Sure to Visit these Coffee Fest Exhibitors Coffee Fest Trade Show coffeefest.com

100 (800) 232-0083

Coffee Fest Trade Shows, classes, workshops, competitions and networking events have been driving the specialty coffee industry since 1992. For the best value, classes, workshops, networking events and competitions, mark you calendar and we will see you at Coffee Fest.

See our ad on page 19

Coffee Shop Manager coffeeshopmanager.com

517 (800) 750-3947

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

See our ad on page 25 CoffeeTalk Media coffeetalk.com

400 (206) 686-7378

CoffeeTalk Media is the most reliable source of coffee business news and informational articles available in the world today. Make sure to keep your competitive edge with our free subscriptions at coffeetalk.com

Java Jacket javajacket.com

303 (800) 208-4128

The Original Green Coffee Sleeve. Comes in 100% Recycled Natural Kraft or White. Can be custom printed with your design.

See our ad on page 20, 26

JoeTap 113 joetap.com (800) 325-5893 JoeTap, the world’s first and only standalone coffee cold brew tap system for nitro coffee. JoeTap delivers either still or nitro coffee, perfectly, consistently and deliciously with each and every pour.

See our ad on page 15 ShopKeep POS shopkeep.com

The simplest way to make smarter business decisions.

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The Coffee Trust thecoffeetrust.org See our ad on page 25

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Tightpac America Inc. tightvac.com

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

See our ad on page 26 Vessel Drinkware vesseldrinkware.com

701 (855) 883-7735

oneVessel by Vessel Drinkware provides retailers with high-quality, reusable drinkware featuring lifestyle driven artwork to capture the attention of your customers. Please visit us at www.vesseldrinkware.com, or call (206) 763-0366

See our ad on page 17 Walker Coffee walkercoffee.com

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

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The Future of Coffee Pristine Rainforest Coffee

by Gegory Lupton

s with mining, the coffee industry has the ability to become a rolemodel directing world environmental preservation. Wouldn't that be something?

Images of 'Slash and Burn' deforestation to quench the bottomless cup of coffee lovers, of which I'm no exception, leaves a bitterness on the rim of what should be 'The nectar extracted from heaven.' Like many developing industries, more so for those entering a marriage of increasing opportunity, there are timelines of progression and ongoing adjustments needed to keep up with sustainability. Gone are the days of single discipline correction and balancing of company books.

(figure 2, non integration)

It is clearly understood and supported by numerous studies that emerging consumers reflect their company loyalty with emotion and self-lifestyle. This developing trend and link to financial capitalization equally - or in my view more importantly - paves the way forward for improved company policy and bio-sustainable innovation.1

There are emerging examples of proactive approaches to acknowledging, quantifying, and correcting detrimental human impact on fauna and flora. Without undermining those beautiful catalysts, the obvious opportunity is to choose prevention over a bandage approach, as is choosing inclusion over conquest.4 What if communities felt that they were the local industry and end consumers felt connected and supportive to the coffee they breathe.

Having marched against aspects of the past mining industry and political imbalance, it quickly became apparent that to spite either side of the debate over 'black and white' of industry or right of expression, the solution lies in the 'grey.' Enlightened with love, caffeine, and what was seen as discarded loyalties to mother earth, I traded my straw hat for the hard hat of the mining policies of the time. My intent was to filter into the veins of an industry with state, federal, and international government influence to inspire awareness, initiate innovative improvement and encourage interactive growth. It wasn't long before my branches reached into recycling, reduction of use of resources, environmentally responsible packaging, introduction of earth friendly awareness, and interaction across groups. With a universal view of blending black and white into a win-win grey, I plunged into creating new company policy to amalgamate industry, environment, and local communities. Quicker than an espresso acknowledgement, the concepts and innovations were embraced into policy, leading the way for future changes.2

I relate the current trend of (CEL) to past transitions such as those having moved away from the 'spray and pray' approach of managing pest and plant diseases to the integrated pest management of today. We have the ability, means and stimulation to design habitat models overlaying ever increasing layers of interaction for rebalance, to achieve prosperity for all. Why not expand our awareness and uplift our consciousness using the network and love of an exceptional cup of coffee?

With frothed egos, industry power and increasing consumer support, the age of 'grey' mining continues to grind forward. Parallels of mining to the coffee industry can been seen steeping from the ashes of prior roasts (figures 1,2) emerging with improved aromas and blends of difference. Like the mining industry, the coffee industry not only has the ability to follow integrated accountability and sustainability, but can also choose to align with consumer emotional loyalty (CEL.) Furthermore, the coffee industry could develop legislative methods to integrate coffee lovers and local communities into feeling like they are part of the process leading world preservation.

Imagine feeling the uplifting energy of the circle of coffee processes from the plant to 'the nectar of nature' that tantalizes our taste buds, knowing they are in harmony and that we are part of its fruition. Not only will we feel enlightened, but able to visualize the joys and sense of pristine environments, smiling communities and a sustainably balanced industry. Projects including collection of regional seed, reforestation nurseries, animal and community reintroductions and care will soon become the energy inside each cup!5 Climate Change Report 2008, Professor R. Garnaut. Morris Corp, Mine-Site Environment Management Policy 2011, G.B Lupton. 3 Rio Tinto in the NW Territories, Canada. Case Study 9, Incorporating Traditional Knowledge into Scientific Monitoring at Diavik Diamond Mine 2011, Colleen English. 4 Restoring Environmental Damage, Putting a Price on Ecosystem Services 2013, Simon Tilling. 5 Managing Mangroves and Capturing Carbon in Kenyan Communities 2009; Burkina Faso Greening the Desert 2012. 1 2

by Gregory Lupton (Plant Physiologist)

(figure 1, slash and burn)

October 2015

TIME

“IT’S TO GET A

R E G G I BBLUE BIN.”

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TheÂ National Coffee Association wishes to thank its 2015 Coffee Summit sponsors and exhibitors for their support and participation. Exhibitors

Sponsors Hosts

Gold

Platinum

Silver

18 October 2015

Bronze

invites you to

COFFEE FEST PORTLAND October 23-25, 2015 • Oregon Convention Center Having exhibited the past 15 years at Coffee Fest, we wouldn’t dream of missing Coffee Fest Portland. One weekend at Coffee Fest offers you tons of education, training and new products essential to growing your business.

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COUPON CODE: 75124 at coffeefest.com

The Best Coffees Wear Fres-co

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19 116-12 FRC Coffee Talk Ad-10.5x14-v2.indd 1

6/11/14 4:35 PM

Producer Profile

Courtesy of COE

Guatemala: El Guachipilin Guatemala LOT 17A - El Guachipilin • Farm: El Guachipilin • Farmer: Aimee Lucía Pérez Ríos

Coffee Information

The story of Finca El Guachipilin,which is just next to Finca La Hermosa in Acetenango, Chimaltenango, Guatemala stretches back to the early 1900’s, and covers a lot of ground (literally). Mr. Mateo Mejia Mazariegos, who owned the massive farm of La Colina, was the first Guatemalan farmer to have both wet and dry mills on his beneficio. The farm was eventually split into five working sections, and in 1950 Mr. Mejia handed over ownership to his son, Jose, who seven years later passed it to his son, Carlos, who managed the farms until 2002. The farm underwent more division as Carlos’s children each took a portion, until in 2010 a young man who is a third-generation coffee farmer, Max Fernando Perez Rios, acquired each part and reunited it to form Finca La Hermosa. Mr. Perez, who grew up on coffee farms in Huehuetenango, manages each aspect of each farm, from the coffee nursery and the planting of new varietals, to the harvest, the wet milling and the sun drying on patios, the selection of the parchment and the packaging at the farm. This attention to detail influenced this coffee’s placement in 2015 COE Guatemala.

Farm:

El Guachipilin

Farmer:

Aimee Lucía Pérez Ríos

City:

Acatenango

Region:

Chimaltenango

Country:

Guatemala

Farm Size:

14.23 ha.

Altitude:

5000-6000 ft.

Variety

Pache

Competition and Auction Information Rank:

17a

Score:

85.97

Jury Descriptors: Aroma/Flavor:

Candy, vanilla, cholocate

Acidity:

Malic, fruit, lively

Other:

Round body, creamy

Competition Code:

583

Lot Size:

Pounds:

2579

Auction Price:

6.80

Winning Bidder:

honuKATOCOFFEE Inc.

20 October 2015

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Water Avenue Renaissance Using Technology to Succeed

by Matt Crocker especially in the morning and right after work, our busiest hour; ShopKeep ensures their time at Water Avenue is well-spent. Running reports on our old system used to be a tedious process, but ShopKeep freed me up to manage backend operations at my leisure. Unlike many other POS systems, ShopKeep is cloud-based and iPad-powered, enabling us to run reports while away from the register. Before installing ShopKeep, backend operations were difficult; we’d have to come in extra early or stay after hours to pull analytics. Now I can access consumer and inventory data when I want, wherever I want, whether from home or away on vacation, using the ShopKeep Pocket app. The ShopKeep Pocket app grants managers access to sales by hour, top-selling items and the number of new customers instantly, on-the-go. The amount of time I save allows me to be out in the cafe with customers, assisting with day-to-day operations and working my schedule around what I need to do, rather than reporting.

t Water Avenue Coffee, local is reflected in everything we do. Our name, “Water Avenue,” is a toast to our location in Portland’s industrial district, an area that has treated us well. We distribute to nearby shops, bars and restaurants, hoping to delight new audiences and stimulate the local economy. Our neon blue COFFEE signs glow all night long, serving as a beacon to travelers on nearby I-5. Then there are the coffees themselves. We search the global market for the best green coffees available, building direct trade relationships with farmers whenever possible, to help improve our quality from bean to cup. This model allows Water Avenue better access to great coffees in El Salvador, Colombia, Guatemala, and Brazil. My personal favorite right now is our El Rosario Centroamericano from El Salvador. In the last few years, the southeast industrial district has grown rapidly. We’ve welcomed a flurry of new bars and restaurants, startups and web developers, vintage shops and retailers. Just this past summer, we’ve seen our busiest season yet. Increasingly, tourists from different countries and other states are flocking to Portland and as the neighborhood flourishes, more visitors pop in, enabling the city to become a destination for specialty coffee. Throughout town, guests can find a variety of shops to sample from, emphasizing the need for quality products. We brew local, we know local, and because of the cutting-edge technology we have in the palm of our hands, we are able to scale alongside the city of Portland.

Coffee tends to encompass a lot of habit and ritual. We work hard to establish relationships with our customers, both vacationing and returning, and strive to keep them in the loop. Last winter, we took that communication to the next level, establishing a regular newsletter. In each issue, we highlight new coffees introduced to the menu, spotlight local wholesale accounts and share interesting company news. We’ve been building our readership over time, but ShopKeep’s MailChimp integration helped quadruple our subscribers by syncing email addresses from within the system. The integration also allows access to professional-quality templates, along with detailed reporting to track the newsletters’ success, which is perfect for keeping in touch with fellow coffee-lovers, near and far. Community means a lot to Water Avenue Coffee. We know customers and look forward to seeing their faces once, sometimes even twice, a day. While pouring cups of morning coffee, we hear about what’s going on in their lives and have found they genuinely care about our business. As Portland expands, Water Avenue along with it, these interactions remain at the heart of our business. Water Avenue Coffee began back in 2009 as a small cafe along the Willamette River, fueled by our determination to brew a great cup of coffee. Since then, we’ve watched as the neighborhood has grown around us; we’re more excited than ever to roast our favorite coffees - and with ShopKeep’s help, we can stay two steps ahead. By Matt Crocker, Retail Manager of Water Avenue Coffee, wateravenuecoffee.com

In the midst of this economic boom, we’ve surpassed our initial estimates three times over and moved into a larger facility just after our five-year anniversary. We feel strongly that these improved projections are tied to the expansion and development of Portland. With business blossoming, it’s more important than ever to embrace a robust point-of-sale system to keep tabs on operations. A few years back, we were using an older PC platform that stored all information locally. It worked okay, but wasn’t very versatile; the system was tricky to navigate when making changes or trying to find specific inventory information. After shopping around, we decided to give ShopKeep a trial run. A smooth set-up later, we were hooked.

ShopKeep provides streamlined reporting features that help us understand what’s going on in any given day, across departments. Want to get ahead of the holiday season? With ShopKeep you can quickly pull data from last year, going as granular as each individual transaction. Worried about inventory? ShopKeep keeps you in the loop, letting you know when a product needs to be reordered. ShopKeep’s analytics help keep track of everything from bestselling items to on-the-spot transactions, allowing you to see when the cafe is getting busy. This intel streamlines scheduling, ensuring you staff accordingly for peak times. Usually, we have around five or six employees at the shop, October 2015

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Dunkin’ Donuts Announced Entry into Switzerland Dunkin’ Donuts announced on September 22 that it has signed a master franchise agreement with PRS Restaurants AG to begin developing Dunkin’ Donuts restaurants in Switzerland. The leaders of the franchise group are highly successful real estate and retail developers in the country. The franchise agreement calls for the development of 30 Dunkin’ Donuts restaurants across Switzerland over the next seven years, with an initial focus on Zurich and Basel. Dunkin’ Donuts restaurants in Switzerland will feature the brand’s wide range of hot and iced coffees, lattes, espressos, cappuccinos, teas, Coolatta® frozen drinks, croissants, donuts and sandwiches, all served quickly in friendly, convenient locations at a great value. The brand will also offer regional menu items to cater to local tastes. For more information about Dunkin’ Donuts, please visit DunkinDonuts.com. B:11”

T:10.5” S:10”

A CAPPUCCINO

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Take the EM Challenge! The Coffee Trust is launching The EM Challenge an awareness campaign to raise funds for coffee farmers to recover from the coffee rust fungus “la roya” that has wiped out 75% of coffee crops in regions of Guatemala. The EM Challenge asks participants to record video of themselves drinking Effective Microorganisms or EMs, a powerful probiotic coffee farmers are using to eradicate the fungus. The great thing about EMs is they are organic and safe – so safe that you can drink them! The videos are used to challenge others to drink, or donate, or better yet, both! All proceeds go to The La Roya Recovery Project, a farmer-to-farmer development project to save coffee farms. Learn more, donate and take the challenge at www.emchallenge.com. Help us meet coffee retailer Dean’s Beans’ commitment of 5K in match funding to raise a goal total of 10K for coffee farmers and their families!

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Job # XYL1-AWS-15-05228

None

Job Description Coffee Talk 10_5x14 Bleed 11” x 14.5”

Print Scale None

Live 10” x 13.5”

Stock None

Folded Size None Finishing None

Colors Spec’d 4C

Special Instr. None Publications None

October 2015

Mech Scale 1:1

Trim 10.5” x 14”

Version # 1

Document Name

XYL1-AWS-15-05228 Coffee Talk 10_5x14.indd Hi_Getty-RF-162143858_a.eps Xylem_tag_w.eps Flojet_Xylem_White.eps

Copy Writer None

Proj Mgr William Acct Svc Taylor

Prod Mgr Gil

Last Modified

Linked Graphics

Art Director None

Colors In-Use

CMYK

306 ppi

Cyan Magenta Yellow Black

User

9-21-2015 3:43 PM

Printer

WNSMUL-DMXQ20LD

MLWS-StudioColor

Mechd By: Harold

Output Date

9-21-2015 3:44 PM

RTVd By: Mullen Lowe Winston-Salem

CD/ACD

COPYWRITER

ACCT SERVICE

PROD

COPY EDIT

Art Buyer John/Lillian/Langley

Copy Edit Carol/Marshall Mac Harold

BY SIGNING YOUR INITIALS ABOVE, YOU ARE STATING THAT YOU HAVE READ AND APPRO VED THIS WORK.

T:14”

S:13.5”

FOAM

B:14.5”

Coffee Fest Portland Hosts 2015 Western Regional Competitions The 75th Coffee Fest trade show for specialty coffee retail and related industries is coming to Oregon Convention Center, October 23-25, 2015. This year Café Imports joins sponsors Roast magazine, Nuova Simonelli and Rancilio in the production and sponsorship of the America’s Best Espresso Competition. Twentyeight competing coffee roasters will have 10 minutes each to brew their best espresso shots from one of the four onsite espresso machines. Additionally, Coffee Fest Portland has announced the six coffeehouses who have qualified to compete in America’s Best Coffeehouse 2015 Western Region Championship. Three people form a team and work on-site at Coffee Fest to serve the customers during the 60-minute live competition session. The winners of each competition will be awarded $2,000, the Championship Trophy, and the third of six coveted positions for the respective 2015/2016 Championship, which will be held in Nashville, TN - February 17-19, 2017. To see the Coffee Fest Portland

families of Mayan decent. 49 women are among the growers contributing to the production of "Sello de Mujer." ADISQUE is an organization that provides assistance to small farmers in the production of high-altitude, organic coffees, with a special focus on practices that improve the living conditions of local families and do not contribute to climate change.

9-21-2015 3:44 PM

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opportunity to hear from and dialogue with some of the leading lights in San Diego’s coffee industry, all of whom are committed to helping provide a tree-to-cup solution and make San Diego the world’s most Howard Chapman Began Term economically and environmentally enlightened coffee community. On as NAMA Chair Thursday, September 10, the host was NAMA announced Earth’s Choice at University of San that Howard Chapman began his one-year term as Chair of the associa- Diego’s Joan Kroc School of Peace Studies. Event sponsors included tion’s Board of Directors on July 1. “We are delighted to welcome Howard InterContinental Coffee Trading, to his role as Chair and recognize the Daymar Coffee Roasters, Pure-Flo and Hessian Global Goods. Guests value his expertise will mean to the industry,” said Carla Balakgie, NAMA’s provided samples of their products President and CEO. A Vice President and spoke about their industries’ roles in being part of the solution. and Division Manager, Office Coffee If you would like more information Division for Royal Cup, Howard combines his love of coffee with com- about this important free event: Visit www.womenincoffee.org/earthsmunity leadership and competitive choice/ contact Karen Cebreros at racing. “I am very much looking for619-889-1997 or by email at karenceward to my tenure as NAMA Chair,” breros@gmail.com said Chapman. “I have big shoes to fill following Pete Tullio, who really drove the industry forward in his two Xylem Introduces Flojet's BevJet Compact consecutive terms. I join my fellow The BevJet Compact NAMA members in thanking Pete for his leadership.” Howard is a native is designed to distribute water, wine, non-pulp of Atlanta, GA and attended Georgia juices, iced teas, alcohol (less than 15 State University. percent concentration), syrups and more through the motorized unit. #TalkToRAINN The system is ideal for applications This fall marks the start of school, as requiring flow rates from 0.8 to 1.0 well as another opportunity to raise GPM (3.0 – 3.8 L/Min). Designed awareness about sexual violence. to fit into tight spaces, the beverage This week, RAINN is launching #TalkToRAINN, a social media cam- dispense system is easy to install in cabinets, carts or any under-counter paign that connects those impacted application, making it a reliable by sexual violence with the help they beverage solution for food kiosks, deserve, and spur conversations about sexual assault prevention. More drink stalls and small restaurant and vending operations. The BevJet than 150,000 coffee sleeves featuring Compact system employs intelligent the National Sexual Assault Hotline automatic shut-off technology that (800.656.HOPE and online.rainn. senses when a bag-in-box or bottled org) will be distributed across 70 campuses nationwide. Student dining water unit is depleted. The product is also NSF, CE, UL and RoHS certified, halls and campus coffee shops will and is available in 115/230 volt, 50/60 replace their current sleeves with hertz models. the #TalkToRAINN sleeves in order to spur a conversation about sexual ICT Donates Womenassault and also connect people Produced Coffee to with help. By tagging @RAINN01 Grounds for Health on social media and including the #TalkToRAINN hashtag, students can ICT is proud to have donated three 69-Kilogram take action and extend the conversaGrain Pro bags of our Guatemala tion beyond campus borders. IWCA Quezaltepeque Organic Valdosta State University students coffee to the October Grounds for created a “TalkToRAINN Selfie Health Auction. All proceeds from Challenge” to encourage their the sale of this coffee go to Grounds peers to take a “selfie” with their #TalkToRAINN coffee cup and spread for Health, a non-profit dedicated to the prevention and treatment the word about recovery resources. of cervical cancer worldwide. Intercontinental Coffee Trading is Women in Coffee: The Will proud to be a longtime supporter of and Wisdom to Win this worthwhile cause. Please visit Led by Dean Patricia http://bit.ly/ict-coffee to place your Marquez, WOMEN bid, and learn more about Grounds IN COFFEE: for Health. The ADISQUE Co-op THE WILL AND consists of 165 mostly indigenous WISDOM TO WIN provided an America’s Best Espresso Bracket, please visit coffeefest.com. For more information, please contact Erika Lowery at 425 295-3300 ext. 126; erikal@coffeefest.com

CONTENT

Specialty Coffee Roasters Burke Brands to offer Full Color Private Label Coffee Bags with low minimumPRINTED BAGS orders! Specialty Coffee Roasters Burke Brands LLC has a new solution for clients interested in private label coffee. Benefits Include: • Low Minimum Orders- Allows the client to tweak and perfect their packaging without committing to a large quantity of printed bags. • Graphic Design Services – We will take your vision of your label and make it a reality! • Quick turnaround- Your bags can be ready in as little as 2 weeks! • Marketing Support- We can provide all marketing and materials needed for your brand. • We are Specialty Coffee ExpertsWith over 20 years of experience growing & roasting gourmet coffees and a dedicated supply chain of the finest Arabica beans available, Burke Brands LLC will make your new brand a success! See more at: www.cafedonpablo. com Contact: Rocco Schettini, International Sales Manager: 561-350-6275 Office: 305-249-5628 Email: rschettini@burkebrands.com

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Advertisers Index Company..............................................................Phone.....................................Web..................................................... Page... Coffee Fest Booth Add a Scoop Supplements...................................... (415) 382-6535.........................addascoop.com........................................25 Aflac................................................................................. See Web......................................aflac.com/business.................................5 Alliance for Coffee Excellence............................... (406) 542-3509.......................allianceforcoffeeexcellence.org..........26 Asean/Stalkmarket..................................................... (503) 295-4977........................stalkmarketproducts.com.....................25 Bloomfield Industries................................................. (314) 678-6336.........................bloomfieldworldwide.com....................19 Buhler Inc....................................................................... (905) 754-8389........................buhlergroup.com......................................25 Burke Brands / Cafe Don Pablo............................ (305) 249-5628........................cafedonpablo.com...................................25 Cablevey Conveyors................................................... (641) 673-8451..........................cablevey.com.............................................15 Caribbean Coffee Company................................... (800) 932-5282........................CaribbeanCoffee.com............................21 Caribbean Coffee Company................................... (800) 932-5282........................CaribbeanCoffee.com............................23 Coffee Fest Trade Show........................................... (800) 232-0083.......................coffeefest.com..........................................19........................................100 Coffee Shop Manager................................................ (800) 750-3947.......................coffeeshopmanager.com......................25........................................517 Daterra Coffee.............................................................. +551937288010.........................daterracoffee.com.br..............................15 Double Team Inc.......................................................... (877) 320-3880........................double-team.com....................................23 Dunkin' Brands............................................................. (781) 737-3000.........................dunkinbrands.com...................................2 Follett Corporation..................................................... (800) 523-9361.........................follettice.com.............................................25 Fres-co System USA, Inc.......................................... (215) 721-4600..........................fresco.com..................................................19 Grey Fox Pottery......................................................... (612) 767-7407..........................greyfoxpottery.com................................23 International Coffee Consulting Group............... (818) 347-1378...........................intlcoffeeconsulting.com......................25 Java Jacket.................................................................... (800) 208-4128........................javajacket.com..........................................20, 26............................... 303 JoeTap............................................................................. (800) 325-5893........................joetap.com..................................................15..........................................113 Lbp Manufacturing Inc.............................................. (800) 545-6200.......................upshotsolution.com................................23 LMI Pacakaging Solutions........................................ (262) 947-3300........................lmipackaging.com...................................21 Mother Parker's Tea & Coffee Inc.......................... (800) 387-9398........................realcup.com................................................17 NAMA.............................................................................. (312) 346-0370.........................vending.org................................................13 Pac Coffee Consultants, Ltd................................... (425) 512-9478.........................paccoffeeconsult.com............................26 Plitek, Llc........................................................................ (847) 827-6680........................plitek.com...................................................7 Pod Pack International, LTD.................................... (225) 752-1160...........................podpack.com.............................................21 Primera Technology, Inc........................................... (800) 797-2772........................primeralabel.com.....................................25 Pro-Line Packaging.................................................... (630) 422-1012..........................prolinecoffee.com....................................23 Scolari Engineering.................................................... (856) 988-5533........................scolarieng.com..........................................28 ShopKeep POS............................................................. (800) 820-9814........................shopkeep.com...........................................3......................................... 626 Shore Measuring Systems........................................ (217) 892-2544.........................moisturetesters.com...............................25 State Farm Insurance................................................. See Web......................................st8.fm/bizinsurance.com.......................9 The Coffee Trust.......................................................... (505) 670-9783........................thecoffeetrust.org....................................25........................................... 4 Tightpac America Inc................................................ (888) 428-4448.......................tightvac.com..............................................26........................................719 Vessel Drinkware......................................................... (855) 883-7735.........................vesseldrinkware.com..............................17........................................ 701 Vita-Mix Corporation................................................. (800) 437-4654.......................vitamix.com................................................27 Walker Coffee............................................................... (713) 780-7050.........................walkercoffee.com.....................................21....................................... 305 Xeltron............................................................................. +01150622795777....................xeltron.com................................................23 Xylem Applied Water Systems.............................. (914) 323-5700.........................foodservice.xylem.com/coffee...........11

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