LEADERS & LUMINARIES 2020 | Vol. XXXIII No.6 www.coffeetalk.com
NTH O M S I H T
S R E D LEA
ial Issue
ec erence Sp iff D a g in Mak
S E I R A & LUMIN
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Contents
3
Industry Calendar
4
The View
4
Advertiser Index
6
Creative Genius / Innovator
8
Compassionate Humanitarian
10
Visit http://coffeetalk.com/forms
WHO WE ARE Phone: 206.686.7378, see extensions below
David Beeman
Dean Cycon
Pioneering Trailblazer
Jim Stewart
12
Inspirational Leadership
14
Equality and Equity Champion
16
Contribution to Industry
18
Origin Advocate
20
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Todd Carmichael
Phyllis Johnson
Tim Thwaites
Kelly Stein
Educator Extraordinaire
Heather Perry
Publisher Kerri Goodman, ext 1 kerri@coffeetalk.com Administrative Director Laurie Veatch, ext 4 laurie@coffeetalk.com Web Design Justin Goodman, ext 6 justin@coffeetalk.com Print Design Marcus Fellbaum, ext 5 marcus@coffeetalk.com Mailing Info Mail: HNCT, LLC, 25525 77th Ave SW Vashon, WA 98070 Phone: 206.686.7378 Fax: 866.373.0392 Web: www.coffeetalk.com Disclaimer CoffeeTalk does not assume the responsibility for validity of claims made for advertised products and services. We reserve the right to reject any advertising. Although we support copyrights and trademarks, we generally do not include copyright and trademark symbols in our news stories and columns. CoffeeTalk considers its sources reliable and verifies as much data as possible. However, reporting inaccuracies can occur, consequently readers using this information do so at their own risk. 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 © 2020, HNCT, LLC, All Rights Reserved
Calendar
For complete and updated show information visit our online calendar: http://coffeetalk.com/industry-calendar/
October 15-17
World of Coffee, Warsaw, Poland
November 7-8
Chicago International Tea Festival (Virtual)
October 15
4C Global Sustainability Conference-Carbon Footprint of Coffee and Climate Change...
November 12
October 19-22
PIR Expo, Moscow, Russia
4C Global Sustainability ConferenceSustainability as a Core Requirement for Market...
October 22-24
Expo Cafe, Mexico City, Mexico
November 9-13
PACK EXPO Chicago, IL USA (Virtual)
October 24
Houston Coffee Festival, Houston, TX
November 14-15
October 29
4C Global Sustainability Conference-People Matter: How to Address Social Challenges...
Southwest Coffee & Chocolate Festival, Albuquerque, New Mexico
November 18-20
Brazil Int'l. Coffee Week (Virtual)
December 17-19
International Coffee & Tea Festival, Dubai, UAE
2021
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March 3-5
National Coffee Association Virtual Convention
Sept 30 - Oct 3
Specialty Coffee EXPO
November 2-4
World Tea Virtual Summit (Virtual)
November 3-6
Cafe Show Seoul, Coex, Seoul, Korea
November 3-6
World Coffee Leaders Forum, Seoul, Korea
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THE VIEW
Making a Difference
Kerri Goodman
C
ongratulations to the deserving winners of our first annual Legends and Luminaries awards. In these challenging times, it is more important than ever to recognize and appreciate good things happening around us. These awards were created to remind us all that all we need to do is look around to find inspirational individuals making a difference in our coffee community. After nominations were received, an independent panel of ten industry judges reviewed each nomination giving feedback and rankings. I am thankful for these giving individuals who took time out of their busy
schedules and personal lives to make these awards possible. In one case a judge was a winner and, of course, she was not a judge of her own nomination. Categories included: Educator Extraordinaire, Compassionate Humanitarian, Pioneering Trailblazer, Inspirational Leadership, Equality and Equity Champion, Contribution to Industry, Origin Advocate, and Creative Genius / Innovator. After each winner was determined, they were asked how they became involved with the industry, who influenced them most, and a brief biography. Their answers were diverse and fascinating. I was impressed by David Beeman’s creative strategy to get the attention of famous chefs to improve their coffee quality. Jim Stewart found a career in coffee ‘by the hand of god,’ and it was his appreciation of what most would consider painful circumstances, he credits helped to form his success. Todd Carmichael started carrying green coffee sacks at Starbucks in the early days and his never ending curiosity and drive towards evolving have inspired many. Phyllis Johnson was inspired by the warm and open reception from coffee people at the beginning of her career inspiring her to continue. Kelly Stein, like Stewart, ended up in coffee by accident. “Coffee chose me, not otherwise! My life was
transformed through education and access to information and now is my time to give back!” I think we can all appreciate Tim Thwaites acknowledgement, “Coffee is not unicorns and rainbows most of the time - it takes hard work.” Heather Perry learned from her father, “Never being afraid to fail is a great recipe for success.” It was this attitude as well as her perseverance in the world of coffee competitions and commitment to hard work that created her success. Like most of the other winners, Dean Cycon also came to coffee by happenstance. I remember reading his book, Javatrekker, before ever stepping foot on a coffee farm and if you haven’t read it yet, I highly recommend it! Cycon was an attorney fighting for indigenous rights and through his work and coffee, he “found a way to combine all my passions under one room.” The more I read about these inspirational figures, the more I found in common between them. CoffeeTalk’s core strength and value is in strengthening coffee community connections. We are stronger together. I hope you enjoy their stories as much as I did and continue in your own journeys in coffee creating connections and making a difference.
Advertisers Index Company....................................................... Phone..........................................................Website............................... Page Add A Scoop / Juice Bar Solutions Inc...................................... (415) 382-6535................................................................addascoop.com..................................................... 13 Cablevey Conveyors................................................................... (641) 673-8451................................................................... cablevey.com...................................................... 5 Costellini’s................................................................................... (877) 889-1866................................................................ costellinis.com.....................................................19 Don Pablo Coffee Roasting Company...................................... (305) 249-5628..................................................... donpablocoffee.com......................................................11 Fres-co System USA Inc............................................................. (215) 721-4600.......................................................................fresco.com...................................................... 2 Grounds for Health.................................................................... (802) 876-7835.....................................................groundsforhealth.org.....................................................21 Huhtamaki.................................................................................. see web................................................us.huhtamaki.com/comfortcup..................................................... 17 International Coffee Consulting................................................ (818) 347-1378................................................. intlcoffeeconsulting.com.......................................................7 Leatherhead Coffee................................................................... (707) 696-1853..................................................leatherheadcoffee.com...................................................... 9 Primera Technology Inc............................................................. (800) 797-2772...........................................................primeralabel.com.....................................................15 4
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Creative Genius / Innovator David Beeman Cirqua, Founder and President
How did you get into the coffee industry? I discovered my passion early in life. I was the first male to take a cooking class in high school, and before the PC awakening, I suffered through my senior year as an outcast. At the time, I couldn’t figure out why taking a class with only girls was anything other than terrific but in reality, choosing the path less traveled was incredibly stressful. However, the class earned me a half-page article in the Los Angeles Times food section and a 4-year scholarship to the new food and hospitality school at UNLV, which being me, I turned down. So, you could say I had a mindset to do it my way. My passion for great food and Coffee only grew after college, and I found out about a new way to purify water using a process call reverse osmosis. At the time, RO was just being developed. I would arrive at the best-known restaurants in Los Angeles unannounced and ask to do coffee cuppings. Two reasons for this, first famous chefs would never make appointments when I mentioned RO because no one had heard of it, and second if I said I could make their Coffee taste better, they would get indignant. If I showed up and made Coffee and simply asked which Coffee tasted better, they would think I was selling Coffee and gladly agree to taste the three coffees I had made. After they had chosen one, it was ALWAYS, the one I made with 150 TDS water I would explain what I had done with THEIR Coffee in all three cups, with that, they had already made the decision.
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Keep in mind at the time, no one even imagined formulated water, and the entire water treatment industry was focused on high-purity water only as the best of the best. My idea of RE-mineralization was, to say the least, NOT well thought of. Having been down that road before, I knew what to expect and was not deterred. Awareness of specialty coffee was new, and SCAA announced they were having a convention. I exhibited with them and did my usual three-cup tasting with three different water quantities, and my passion for flavor and quality found a home in the coffee industry.
My first big break came when a little-known coffee company called Starbucks arrived in Santa Monica. The water quality at the store was 1,300 ppm. I arranged for a cupping with the store manager, but they flew in a cupper from Seattle named Kevin Knox. I now know him now as one of the world’s best Cuppers. I had the barista set my water up in one of the brewers and left the other with their existing filtration system. Kevin and I sat at the counter and tasted the Coffee. My water/ coffee went first, and Kevin explained that that was his Coffee. We then tasted the other water/coffee; Kevin slightly choked and spat the Coffee on the table, his face went red, and he demanded to know how I ruined his Coffee. After the explanation, he turned to me and said, install your system today. The rest was incredibly hard work with many ups and downs. Many of my original systems are still working in the stores nearly 40 years later. My original systems used a method of metering city water back into the high-purity water, but that wasn’t controlled well enough for me, and mixing city water with pure water always felt like I was somehow cheating the customer out of the real nuances found in specialty coffee. As coffee quality continued to improve and my visits to origin showed me what sacrifices the farmers were making to improve their crops, I knew I had to jump to another level. It took several years of, at times, dreadful experience to design and build a workable Formulator. However, the results in flavor improvement are unmistakable. My passion continues today with my new three-part mineral Formulator and a specialty media that takes water to a new flavor threshold. What can I say? I love great tasting coffee. Who has influenced you most in your work in Coffee? You always here, my friends and family, but no, they all thought I was a bit overboard with flavor. My actual influence came from the people in the coffee industry. I remember being backstage, not really watching but rather feeling the passion and often the heartbreak of competition. I often provided all the competition water for all the SCAA events. Being in the space with the competitors actually gave off an aura of what they were so passionate about. I would have Making a Difference 2020
to say they usually never noticed me replacing the 5-gallon water jugs, but the feeling I got knowing I was a part of what they were doing gave me inspiration and pushed me to be even better at what I did. Along the way, individuals like Dr. Illy helped me understand the chemistry of water and its interaction with Coffee, Ted Lingle, Ric Rhinehart, Mary Petite, Don Holly, Mana Alves, and so many more inspired me to improve my product to improve coffee flavor. In general, though, it has been the industry as a whole that influenced me the most. I know it sounds cliche, but it’s is as if the force is with me when I’m around coffee people. Can you provide a brief bio for our readers? • Degree in Sociology from UCSB • Spent two years hitchhiking around the US and Canada • Lived with Huichol Indians in central Mexico • Started Cirqua, customized water out of my grandparents’ garage, built it to 67 service centers worldwide with 220 employees. • Lost it in the recession and divorce of ’09 • Wrote “The Quality Handbook” with Paul Songer for SCAA establishing water quality standards for specialty coffee worldwide. • Originated “coffee water,” Formulator, and SRE media for flavor enhancing Coffee and tea. Developed systems for duplication of exacting water qualities of bottled water, developed filter for SOMA water filtration. • Currently working with Blue Can industry and their 50-year shelf life canned water. Is there anything you’d like to add? Keep the passion for great Coffee alive. Help the farmers stay on their farms. Travel to origin and get to really know what Coffee is all about. Feel and awaken From the Judges “David is a true leader and inspirational person to work with anything water and mechanics of water.” “All of us want perfect water because David showed us what it was and how to do it.” “This candidate’s impact on water quality standards is tremendous and has been for many years. The beverage all begins with water.” “Coffee is 98% water. David’s early work is evident today in customized water systems.”
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Compassionate Humanitarian Dean Cycon Founder & CEO, Dean’s Beans Organic Coffee Company How did you get into the coffee industry? I came to the coffee industry by true happenstance. I started my professional career very far away from coffee - or even business for that matter - as an indigenous rights and environmental lawyer. In the late 80s, I was giving a lecture in Rhode Island, and when I was done, I was approached by someone who said “Dean - you’ve got to meet my friend. He runs a café and you might have some things in common.” This friend ended up being Bill Fishbein, founder of the Coffee Exchange in Providence. Without this meeting, I might never have learned the connections that coffee has to rural, indigenous farming groups, and the subsequent opportunities for meaningful international development - the two things I had been working for throughout my entire law career. Shortly after that meeting, in 1988, Bill and I, along with David Abedon, co-founded a grassroots development organization called Coffee Kids to do community designed projects in coffee growing villages. Our projects were designed to assist those communities in lessening their economic dependence on export coffee and to ameliorate the health and environmental impacts of coffee in the villages. In all honesty, I didn’t have the courage to jump into this new way of being for another two years. The right moment came in early 1992, after my wife, Annette, and I had returned from nine months in New Zealand, where we had been working with several Maori tribes on political and environmental rights. We returned to New Salem, MA with no jobs, few local contacts and a new baby. I resumed part-time teaching at UMass in environmental law and working with indigenous peoples but looked for a business to try out this new idea. Even though I spent half my time in the world of law, the thought of working in the world of business was pretty staggering.
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Shortly, I found a way to combine all my passions under one roof - the Bookmill in Montague, MA. Along with Peter D’errico, another lawyer/professor involved in Indian rights, I opened the World Village Cafe at the Bookmill. The Cafe was meant to be a business that incorporated social and environmental justice into its basic operation, and that would be an educational vehicle for these issues to our customers. We only purchased organic coffee from cooperatives and small farms, and only utilized coffee brokers who participated in Coffee Kids development projects. The Cafe soon became a meeting place for progressives and community organizers throughout New England. We made and helped make great connections for people and provided information about the coffee communities and justice issues through pamphlets and a host of progressive periodicals from around the world (which did have a habit of disappearing). We considered our small business to be a model, but also found ourselves chafing under an amazing amount of state and federal bureaucracy.
Although the Cafe fulfilled many of the goals we had set, I was not satisfied that the roasting of the coffee was out of our control. Some of our coffee came from Equal Exchange, an organization that at the time paid fair trade prices to farmers, but they had a small selection of organics and were not involved in development work. I decided to purchase a small roaster, so that every aspect of the process was reflective of fair trade and social justice. At the same time, Peter left the Cafe for family reasons. I set up the roaster at my farm in New Salem, and within months was approached by a number of cafes around New England who wanted to support my work with coffee communities by purchasing “Dean’s Beans” (my friends and customers came up with the name, I wanted something more heroic). The roasting grew so fast that within six months I sold the cafe to the Bookmill and gave up teaching at UMass (our second daughter also demanded a greater presence at home). Fast forward 27 years and one 14,000 square foot warehouse (or “Beanery”) later, we now roast over 500,000 pounds of coffee a year, with 16 staff members. As we have grown, however, we have very conscientiously struggled to resist the dynamics of “business as usual” at every step of the way. We have never grown just for growth’s sake. Also, in a business community that often uses environmental or social do-gooding language as a sales tool or to give an impression of greater commitment than exists (“greenwashing” and “fairwashing”), we have tried to structure Dean’s Beans in a way that truly reflects our values and supports our commitments throughout the coffee cycle. Who has influenced you most in your work in coffee? Bill Fishbein of The Coffee Trust! It was Bill who introduced me to the world of coffee, and I in turn introduced him to international community development. A match made in heaven! In 1988, we merged these two concepts and co-founded Coffee Kids, a non-profit organization dedicated to helping coffee producers improve their lives - the first of its kind. To this day, Bill and I are in regular contact and still learning from each other how to have the most impact at origin. Can you provide a brief bio for our readers? • Dean Cycon founded in Dean’s Beans Organic Coffee Company in 1993 after working as an environmental and indigenous rights lawyer. He set out to prove that a for-profit business could create meaningful change through ethical business practices rooted in respect for the earth, the farmer, our co-workers and the consumer. • Dean spent over a decade as an indigenous rights and environmental lawyer before bringing those skills to the coffee industry by co-founding Coffee Kids, the coffee industry’s first non-profit development organization, in 1988. Yet after
Making a Difference 2020
designing and managing the development arm of Coffee Kids for five years, Dean decided that charity wasn’t enough – until businesses changed their fundamental operating principles there would be no meaningful impact on the lives of the farmers. He founded Dean’s Beans Organic Coffee in 1993 with the mission of using specialty coffee as a vehicle for positive social, economic and ecological change at origin. • Dean is a graduate of Williams College. He has been a Woods Hole Research Fellow, a Senior Fulbright Scholar, and a Yale Law School Visiting Fellow. • Dean’s book about social justice, culture and coffee, “Javatrekker: Dispatches from the World of Fair Trade Coffee” was awarded the Gold Medal as Best Travel Essay book of 2008 by the Independent Publishers Association, and has been published in English, Korean and Chinese • Video: https://www.youtube.com/watch?v=_2ygg 7LuVFg&feature=youtu.be Anything you would like to add? As much as I respect President Obama, I do not believe that the moral arc of the universe bends towards justice. I believe that justice occurs when individuals recognize their role in keeping injustices alive, educate themselves to the underlying causes and do something about it. My life in coffee has not been about the search for the perfect bean. It has been to seek justice for the farmers and the environment. I don’t believe there is one answer to breaking the long history of poverty and underdevelopment in the coffee world. My efforts have always been consciously experimental, and I have hopefully modelled ethical behavior and innovation within Dean’s Beans, throughout the supply chain and down into the coffee villages I have come to love so much. I have never thought of myself as a businessman, although Dean’s Beans has been profitable and growing for twenty-eight years in a row. I consider myself an activist, an educator, an ally and a friend. From the Judges “Wow, what a career and activist for so many! Very impressive.” “He was at the forefront and the heart of specialty coffee.” “The category of compassionate humanitarian is perfect for Dean. Over a long and illustrious career, he has made many contributions to the underserved and downtrodden around the world. Coffee was merely his vehicle. While I do not know Dean, he seems like someone I would love to sit and get to know and chat with because, clearly, he has fascinating stories and tales to tell of his travels and adventures around the world on behalf of the coffee industry. I have immense respect for anyone who gave up a Yale law degree and career to take on the projects that he has. And clearly, they continue by his efforts as a poll worker or monitor in Georgia. If our country ever needed it, it is now.“
Pioneering Trailblazer Jim Stewart Retired \ Founder Seattle’s Best Coffee Can you provide a brief bio for our readers? • I was born in a small farm Wisconsin town. I became an Eagle Scout and along with roll models like Vince Lombardi and the Green Bay Packer winning attitude as well as John Wayne and Jimmy Stewart, the actor and general. I moved to Seattle, married in 1968, finished college, although graduating from the University of Wisconsin in 2001, finally to my mother’s great joy! • The business started, as I said, in Coupeville as The Wet Whisker, became real at Pier 70, really took off with the Seattle Center World Fair site location. It grew up in 1982 in Bellevue square as Stewart Brothers Coffee and set sail eventually becoming Seattle’s Best Coffee with the location at Westlake Center. The spotlight of specialty coffee worldwide shown right smack on that location. • I began selling the business in order to facilitate rapid growth in 1994. We did that again in 1998 and ultimately after I became noninvolved in decision making, it was sold to Starbucks in 2004. I retired at that point from my position as green coffee buyer, my favorite job of all. • Today I facilitate direct farm relationships for four smallish roasters and operate my Vashon Island Coffee Foundation, dedicated to raising the standard of living for at least one coffee producing family. How did you get into the coffee industry? I got into the coffee industry by the hand of God. I was studying in L.A. to be an optometrist and one day bumped into The Coffee Bean and Tea Leaf. I tasted samples of java and Salvador and the rest is history. I must say it, was a divorce that lead to poor judgement and the decision to quit optometry in order to sell coffee. Who has influenced you most in your work in coffee? My greatest influencers were Herb and Mona Hyman, founders of Coffee Bean and Tea Leaf, Steve Aronson an exporter and real “coffee guru,” and my wife, Luz Marina Trujillo, the Santa Elena Estate coffee grower in Costa Rica/Colombia. The man who turned my SBC from a job paying minimum wage into a real business was Steve Fletcher. There have been many others including three previous wives each adding critical aspects to the business! The first, Mary Jo, a rebel, 10 who supported opening the first store in
Coupeville, Whidbey Island, the birthplace of northwest specialty Coffee in 1969. The next, Barbara Jean, stewardess who provided free airline travel to central and south America as well as Indonesia where I pioneered direct buying from producers. The third, Mary Dawn, who provided needed capital to buy the first full container from Kenya after being entertained there for two weeks. Her uncle said, “You can’t get that type of treatment and not buy something.” That was a big step. Then, of course, my current wife who has enabled me through her experience and Spanish/ English skills to have also pioneered the first long term contracts with producers focused on producer profit pricing You know we were not married. But Paul Madden Of Vita-Rich Ice Cream has to be mentioned as he funded us by aging receivables beyond the limits of reason. Last but not least EF Harris, who guided us through a self-imposed bankruptcy, and we saved the company after five years of sacrifice and struggle paying every single vender in full and going on to prosper.
Making a Difference 2020
From the Judges “Humility and compassion applied to the coffee industry changes lives around the world. These are the traits of Jim and the world is better for it.” “A true pioneer that made and is making an impression on the world. I want to be him when I grow up.” “Jim was a trailblazer with purchasing coffee directly from the growers. It appears later in his career he is giving back to the regions that partnered in his success. Well done Jim!” “I found it so interesting to learn about Jim Stewart’s humble beginnings and his passion for life and coffee. He’s had a huge impact on the coffee industry setting a standard for quality coffee.” “Jim leads by example and is genuine leader and interested in improve all facets of the coffee. A true trailblazer.”
Inspirational Leadership Todd Carmichael CEO and Co-Founder, La Colombe Coffee
How did you get into the coffee industry? In 1982, fresh from rural Washington State, I landed a job lugging green coffee sacks in Seattle for a small private company called Starbucks. They had three cafes, and Howard I believe was a sales rep calling on the company. Who has influenced you most in your work in coffee? My idols/mentors are Shakleton, Newton and Gates. Each influence me daily on different facets of my life, but in terms of coffee, Gates is my master. His life and approach to work constantly inform me that the person at the top must maintain mastery of product, must commit to never ending curiosity and drive towards evolving, the will to shoulder product and innovation to the next level and obsession to see vision to the end. You can find Gates in my mantra “Nothing is ever finished.” Can you provide a brief bio for our readers? • Carmichael is the CEO and co-founder for Philadelphia-based La Colombe. He is
the first American to complete a solo trek across Antarctica to the South Pole, on foot with no assistance, capturing the World Speed Record with a total travel time of 39 days, 7 hours and 49 minutes. Recorded footage of his trek later became an awardwinning documentary entitled Race to the Bottom of the Earth (2010) that was aired on the National Geographic Channel. With his World Record accomplishment, he also raised thousands for one of his numerous philanthropic projects. • He is currently the host of Travel Channel’s Dangerous Grounds and Uncommon Grounds. • Along with his many philanthropic projects, he has partnered with The Clinton Foundation and others to open the Haiti Coffee Academy, an institution created to help with the revitalization of the impoverished country’s once prominent coffee industry. • Carmichael has been awarded the honor of being named Esquire Magazine’s “American of the Year” and Philadelphia Magazine’s “Person of the Year” in 2011 and later ranked #1 by Food Republic for
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the most influential figure in its Coffee Power Ranking. In 2012 he hosted Travel Channel’s Dangerous Grounds, where his globetrotting adventures in search of the finest coffees in the world are captured on video. In 2014 Carmichael entered the Specialty Coffee Association of America and the Barista Guild of America’s U.S. Brewers Cup competition for the first time and delighted his many fans by winning at Northeast Regionals with a “full immersion - double suspended filtration” method. Carmichael at the National Competition in Seattle, WA, characteristically pushing the boundaries, unveiled his prototype of an experimental brewing contraption, dubbed “The Dragon”, a manual coffee-brewing device he invented, integrating the pourover concept with elements of the classic siphon, placing runner up. Most recently, Carmichael invented the Draft Latte, a firstof-its-kind, ready-to-drink coffee beverage that delivers the full taste and texture of a true cold latte. • In 2016, Draft Latte received BevNet’s Award for Best Packaging and Product and was also given Package Design’s Innovation Award with Todd receiving their Business Leader Award. In 2017, La Colombe announced that the Draft Latte is the fastest growing ready-to-drink coffee beverage on the market, along with becoming the winner in the Best Coffee category in the World Beverage Innovation Awards. From the Judges “Todd’s impact to the industry is phenomenal. His level of involvement is beyond compare. He is qualified to be a winner in multiple categories.” “What he built from nothing and the penetration into the mainstream is noteworthy. Lots of innovation and evolutionary growth with his business.” “Todd is an inspiring leader. Speaking from experience not only in coffee but solo trekking to Antarctica he faced challenges that relate to everyday life and offers advice on how to overcome those moment by moment challenges. He is accessible, humble and walks the walk. He doesn’t just talk the talk. He should be a motivational speaker!”
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Equality and Equity Champion Phyllis Johnson President, BD Imports / Founder Coffee Coalition for Racial Equity She is an advocate for what she believes works and adding more diverse voices to the conversation. Phyllis lives in Georgia with her husband and they have three adult children. From the Judges “In a society where people are more likely to shout to be heard, Phyllis is more likely to wait for a pause in the yelling to softly and powerfully make her point known. She makes you want to help her meet her goals. She knows that Equity will come not because you demanded it but rather by understanding why it is so important. She leads the horse to the water.”
How did you get into the coffee industry? I decided to start a green coffee import company after some investigations. It was the warm and open reception of people working in coffee that inspired me to continue. There was some discouragement and advice that I needed to hear. I’m very happy that I got into coffee and that I’ve had the opportunity to be here for a long time. I’ve seen a lot of changes in some aspects and in others things have stayed the same. Who has influenced you most in your work in coffee? My husband Patrick has influenced me the most. He’s always a voice of reason who’s willing to share his knowledge in the most empowering and uplifting way. Without his support and the support of my family I would not have succeeded. Can you provide a brief bio for our readers? • Phyllis Johnson is the co-founder and president of BD Imports, an awardwinning social enterprise focused on responsible sourcing of specialty coffees marketed to the hospitality industry. Her commitment was inspired by her early childhood experiences where she spent long, hot, summer days working alongside her family in the rural Arkansas cotton fields in the southern part of the US. Phyllis attributes those early days with not only teaching her the value of hard work but helping her to build an understanding and
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empathy with hardworking coffee farmers. Because of her life experiences, Phyllis brings new ideas to coffee conversations around inclusion, while offering her unapologetic, honest, and heartfelt perspectives based on her 21 years in the coffee industry. She most recently founded a not for profit, The Coffee Coalition for Racial Equity, who’s mission is to bring more racial equity to the U.S. Coffee industry. Phyllis’ work in social responsibility has won her numerous awards including Responsible Business of the Year and Diverse Supplier of the Year. Phyllis is a thought leader who has served on numerous boards. Phyllis is a pioneer of the women in coffee empowerment movement and has led initiatives around the globe helping to ensure that women are acknowledged and paid for their work. She has consulted for the United Nations International Trade Centre and spoken at the World Trade Organizations and United Nations on the need to include the voices of women. Her work has been the subject of two case studies taught at Oxford University and Harvard Business School. Phyllis holds a Bachelor of Science degree in Microbiology from the University of Arkansas, Fayetteville and a Master’s in Public Administration degree from the Harvard Kennedy School. She is also the recipient of the prestigious Harvard Kennedy School 2015 Barbara Jordan Award for Women’s Leadership. Phyllis has written several articles highlighting inequities in the coffee trade. Making a Difference 2020
“Phyllis’ brilliance sines through an approachable and inviting persona. Her commitment to her ideals while focused never evolved into dogma. Phyllis’ vision and commitment to a fair sustainable supply chain from Africa was built on a realistic business model. The ascendancy in awareness of the quality and market viability of East African coffees can clearly be linked to Phyllis’ efforts. Many new importers and producers benefit today based on Phyllis’ visionary efforts. When I think of Phyllis, her generous contributions of time , efforts and compelling thoughtfulness towards her commitment to gender equality, origin supply chain development and enhancement for producer quality of life quickly come to mind.” Phyllis has made the most of her experience and education, impacting multiple industries at an international level. Her level of involvement and impact is superb. Ken Shea “She is a trailblazer extraordinaire!” “I have known Phyllis Johnson for more than a decade and have always been impressed with her level of commitment to the industry. I worked side-by-side with her on at the International Women’s Coffee Alliance for several years and personally witnessed her tireless efforts to help other women achieve success. Her integrity is beyond question. Her most recent efforts exemplify her commitment to equality: the formation of The Coffee Coalition for Racial Equity.” “Phyllis and been a powerful influence for women and for all people of color in the global coffee industry. She set’s an example of how the world should work!”
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Contribution to Industry
HUFS
AD: EH
Publication: Date Produced: 8/13/20
LIVE:
Job Number: HUFS0613
TRIM: 10.5” X 14”
Job Name: COMFORT CUP PRINT - Coffee Talk
Can you provide a brief bio for our readers? I grew up in the town of Sumner, a suburb of Seattle Washington. I started my first coffee gig at age 16 in 1996 at Dillanos Coffee Roasters. A few years later I attended Central Washington University where I earned a degree in aviation management and became a pilot. This was also where I met the love of my life and future wife, Jessica. In 2004 Jessica and I moved to Colorado to live with my brother and sister in-law. Neither my brother Tommy, nor I, had a solid direction in life at this point. I was selling door to door life insurance and my Tommy was selling subprime mortgages. We had tossed the idea of opening our own coffee roaster around, but we never had the means to do so. Around the same time, our Dad had some heart problems and was facing an early, forced retirement. He approached us about using his 401k to start a coffee roaster, knowing that its current value was not nearly enough to last him for the rest of his life. We partnered 3 ways, and in 2005 started Coda Coffee. At the time one would think our Parents could not have made a worse business decision. The 401k was all they had for retirement, but they saw in us the potential for greatness and encouraged us to follow our dreams. Coda has now been in operation for over 15 years and it has been a wild and fulfilling ride. Facing challenges from time to time, we were able to overcome and grow our business to where we are today. I am so grateful for all of the wonderful experiences and opportunities I have been given, and I look forward to many more years of growth, exploration, and adventure.
Bleed: 10.75” X 14.25 Color: 4C
Tim Thwaites President, Coda Coffee Company
Who has influenced you most in your work in coffee? I have had the pleasure of working with so many special people. Many members of Atlas 16 Coffee Importers have helped me throughout
the years in education, and sourcing coffee. Matt Higgins with Coava and Tyler Zimmer with Kaldi’s have been longtime friends in the industry. I’m missing so many people, but the one who has influenced me the most by a long shot has been my brother and partner at Coda, Tommy Thwaites. Anyone who works in coffee knows it’s not rainbows and unicorns most of the time. It takes hard work to grow a coffee company. He has been the rock I can lean on through tough times. We feed off of each other really well, and I would not be where I am at if not for him.
Client:
How did you get into the coffee industry? I started working at Dillanos Coffee Roasters in Buckley, WA. Howard Heyer owned a little gas station called the Sunshine Mart. Next to it was an old fruit stand that David Morris and Chris Heyer converted into a coffee roaster. I started sweeping the floors and bagging coffee there in 1996. The rest is history.
Is there anything you’d like to add? We are excited to announce a new partnership with Performance Food Group. With this partnership Coda has access to distribution in numerous channels in every single state. Stay tuned for, easily accessible, awesome Coda Coffee and Tea nationwide! From the Judges “Doing good with coffee beans make the world go around.” “The family’s commitment to the industry is second to none, their stance is excellence from bean to cup. They are a pleasure to work with, always accessible and knowledgeable! They also love teaching people about coffee!” “Tim Thwaites has made a difference in the lives of so many at origin.”
Making a Difference 2020
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Origin Advocate Kelly Stein COFFEA Podcast Who has influenced you most in your work in coffee? Dan Bolton was the editor who supported me and helped to write coffee stories in English. He is a great inspiration! Coffee producers in Brazil also influenced me. Talking to them, I noticed that taking ownership of our narrative is so important nowadays. Also, writers like Mariana Proença, Erin Meister, Ashley Rodrigues and Sabine Parrish are important for my professional life. Can you provide a brief bio for our readers? • Kelly is a freelance journalist who believes that coffee is just an excuse to make revolution. Writing about this market for Brazilian and international magazines for more than a decade, she launched the first coffee focused podcast in Brazil – called COFFEA – and the first bilingual in the world (different content for different audiences in Portuguese and English). • Based in Brazil, she launched COFFEA Trips recently to offer immersive experiences in urban and rural areas. With this new business, small producers will have an extra income and not depend financially on harvest. • Coffee has been in her life much longer that she ever could imagine. Her grandfather managed a huge coffee farm in the countryside of São Paulo state, Brazil, and her mother played ‘hide and seek’ between coffee trees. As a baby, milk and coffee in the bottle was mandatory! • Years later, her grandpa was surprised when he was told that his little kiddo was working with coffee. But this time, camera e pen are the tools. As a journalist she’s written about coffee in South America fourteen years in local newspapers, magazines and also for international publications such as STIR, Tea & Coffee Magazine, Barista Magazine and Standart Magazine.
How did you get into the coffee industry? I like to say that coffee chose me, not otherwise. I would like to work with gastronomic journalism, but it was coffee industry that gave me opportunity to practice journalism the way I truly believe. I started writing branded content for a huge coffee
company in Brazil and after this experience I decided to dedicate my work to this wonderful industry. My life was transformed through education and access to information. Now is my time to give back to others. One of my main goals of COFFEA is to help lessen the prejudice and stereotyping that Brazilian coffees.
18 Making a Difference 2020
From the Judges “Tireless advocate for coffee origin. Incredible enthusiasm!” “Her podcast is a Brazilian national award winner and her mission is to make information more accessible in a way that can transform coffee people’s lives.” “Kelly may be significantly strong as an advocate and influencer within the Brazilian marketplace.”
Educator Extraordinaire Heather Perry CEO, Klatch Coffee Inc. How did you get into the coffee industry? My parents have always had a love for coffee, I remember it always being a staple in our house not just as ingredient, but as part of conversation. Over the breakfast table, with dessert, or with a group of friends, there was always coffee. When I was about eight my dad had a career change and my parents decided to open a coffee house. For the next 2 years their love of coffee became a bit of an obsession. We went to every coffee house in California, I think. And then when I was ten, they opened their first cafe, Coffee Klatch in Rancho Cucamonga. I grew up in that coffee house. Then as I got a little bit older, I would start working in the store and continue throughout my college years. I did everything at the stores, opening, closing, making new drinks, making sandwiches. I enjoyed working there, but I was going to school to get a degree in Intl Business and Political Science and then I was off to law school. Going to law school had been my plan forever. While I was going to school and working at the stores, the SCAA was holding the annual Expo in Anaheim in 2002, and they would be hosting the North American Barista Championship. My dad and I talked about it and I decided to enter. If you ever want to know how far a person can come just look back at those pictures of my first competition. I wore a cowboy hat and holster and my signature drink was a smores mocha where I torched the marshmallows. The judges were at a loss for words watching me. One of my judges was Sonja Grant from Iceland and we still talk about that performance almost 20 years later. So, after a terrible showing in Anaheim, we threw ourselves into learning everything we could about the competition and the score sheet. I competed in NASCORE a few months later where I did really well. In the final round while I was setting up my tray for my signature drink a camera guy knocked the tray over and all my stuff fell on the floor. I was on the ground crying while picking up the cookies and trays but finished and even with that it was an enormous improvement from Anaheim. NASCORE had gone well so the next year I really wanted to do well in Boston SCAA Expo. We didn’t have a lab or any practice space at the time, so I would drive to Long Beach a few times a week to practice on a 2 group Linea that the SCAA had in their offices. The practice paid off. That year I won the United States Barista Championship. The catch was I had to compete in the World Barista Championship the next day. So, I went and did what I practiced, and ended tenth. Not great, but still exciting to make it that far.
At this time, I was entering my last year of college and getting ready to send in law school applications, but winning that year gave me some opportunities. I never planned on staying in coffee, but these opportunities were once in a lifetime, and law school wasn’t going anywhere. I finished my last year of college and did some amazing things in coffee. I spent the next few years continuing to compete and becoming more involved in the coffee industry. I joined the newly formed BGA and helped to write and the launch the Certification Program which was the foundation for what is used all over the world today. As most who compete will tell you, it is a lot of work, so when I entered the 2007 season, I knew I was probably not going to continue doing it for much longer. I had won the Western Regional every year since 2003 but had been unable to win the US again. So, I entered this season pouring my everything into it. Every weekend we were at the lab doing run throughs, making cappuccinos, dialing in the espresso. I say ‘we’ because it was my entire family. I was never in competition alone; my mom sister and dad are all a huge part of my success. That year I won the USBC in Long Beach and went to represent the US in the WBC in Tokyo where I placed second. It was amazing to go that far. I finally stopped competing and started working with other competitors. We continued to grow Coffee Klatch. I began doing consulting for companies from drink makers to machine manufacturers. At some point law school just never sounded nearly as much fun as what I was doing. I went on the join the board of the SCAA where I was for 10 years and helped to complete the merger between the SCAA and the SCAE and just finished my Presidency of the SCA. Serving on a board was a huge learning curve. When you have your own business, you get to do what you want, but on serving with 17 other people, I learned so much. I learned to listen much better for starters, and hopefully to also see a position from multiple sides. My time on the board absolutely contributed to who I am today. Coffee Klatch changed to Klatch Coffee. We have grown to 6 of our own stores, plus two in San Francisco, one in LAX, and a booming wholesale and online business. I am now CEO and love what I do. Growing up my dad always said I don’t have to go to work, I get to go to work, and I fully understand it. My husband and I were just talking the other day and he said your work never stops because you are your work. It can’t be separated because it’s not a job it is who I am.
20 Making a Difference 2020
I am very blessed and fortunate to have found an industry that allows me to do so many things. Who has influenced you most in your work in Coffee? My dad is my biggest influence in my career. His work ethic, dedication, research, experimentation, I learn from him constantly. Never being afraid to fail, but never wanting to fail is a great recipe for success. He has taught me so much about both business and coffee. Ric Rhinehart is another big influence. I was in the Long Beach offices quite a bit and got to work alongside him on the SCAA and SCA and learned a ton about a different side of coffee from him. Can you provide a brief bio for our readers? Heather began with Klatch Coffee working in the retail stores, and later began using her skills to compete in Barista Competitions. The skills she has learned at Klatch equipped her to win many titles including Four Time Regional Champion, Two-Time United States Champion, and taking 2nd place in the World Barista Championships to name a few. These titles helped to solidify Ms. Perry’s reputation as a professional trainer, and she trains and consults for individuals and organizations in over a dozen countries. She is also the past Chair of the Barista Guild of America where she helped to design and launch their Certification Program. Heather is currently Immediate Past President of the SCA and CEO of Klatch Coffee From the Judges “Heather has a most impressive resume of accomplishments throughout her progress from barista to the boardroom. She has been a proven leader throughout her career, giving back at every step.” “Heather is a success story of the Specialty Coffee Industry. From barista to Chair of the SCA. Always keeping the needs of the association first, she volunteered countless hours to make the association better for all of us. If the association is better and stronger then the industry is better and stronger.” “Heather has offered inspiration and contributions on many different levels. A barista to an educator to an executive she has contributed mightily to our industry.” “Proven track record of solid accomplishments both personally and as a leader of our top organizations.”
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Thank You TO OUR AMAZING Judges KELLY STEIN
TARA BURNAMAN
Kelly, a freelance journalist, launched the first coffee-focused podcast in Brazil.
Corporate Category Manager— Beverage at Vistar, A PFG Company
Coffea
“
Vistar
I believe that coffee is just an excuse to make revolution!
KEN SHEA
ORRIN HUEBNER
ROCKY RHODES
Ken is President of Ken Shea and Associates, providing specialized solutions to operators and suppliers in the Coffee, Tea and Water Industries.
Orrin has been in the Office Coffee business for 47 years. He is currently the Regional Director for Canteen/Tradecraft/Compass Group in the Northern Illinois market.
Rocky is a 24 year veteran of the coffee Industry. He is a Q arabica and Q robusta instructor. His company International Coffee Consulting works in the supply chain from Farm to Roaster.
Ken Shea and Associates
Canteen
International Coffee Consulting
2020
Leaders & Luminaries Awards recognizing outstanding contributions to the coffee community
MARTY CURTIS
Artisan Coffee Group
“
From the first Starbucks Roaster and several more, to 40+ years later, nothing surprises me.
STEPHEN SCHULMAN Licensed Q Grader
35 year coffee industry veteran. An internationally recognized expert in specialty and commercial coffee. 2014 NCA Volunteer of the year.
DAVID ISETT
KRISTA REDDINGTON
David joined First Hill Partners with over 30 years of executive leadership experience and a proven track record of financial growth, innovation, and leadership.
Experienced Vice President of Marketing with extensive history in the food & beverage industry.
First Hill Partners
Fetco
