Coffee Break January 2015 (Coffee Kids)

ianuarie - februarie 2015

KATY & CEZARA

COFFEE POWER GIRLS UNIQUE EXPERIENCES WHITE TEA

TEA-LIGHTFUL

REG BARBER

Cover Cover: CEZARA CARTEȘ ECATERINA SZASZ DTP & Graphics: A.O.N. Foto: Victor Arsene Locație: Boutique du pain - Starbucks Calea Victoriei, București

ISSN 1841 – 4192 Adresa redacției

ETAM 36365M PRIMADONNA XS DELUXE

Str. Zefirului nr. 19, Sector 2, București redactie@coffee-break.ro

Publisher Kiruna Publicis www.kiruna.ro

Printing Global Vision Print www.globalvisionprint.ro

Project Editor Silvia Constantin

Project Editor Assistant Sînziana Filip

Densitatea perfectă

Advertising Manager Nicoleta Negrea

Photo Victor Arsene vic.arsene@gmail.com

Cremă perfectă

Ion Puican ion.andrei@puican.com

DTP & Graphics A.O.N.

Temperatură perfectă

La fiecare început de an ne facem planuri, suntem entuziaști, bucuroși, curajoși și mai ales plini de speranțe, ca anul care tocmai a început, va fi cel puțin la fel de bun, ca cel care a trecut. În 2015 mi-am propus să trăiesc fiecare zi cu intensitate, să-mi văd prietenii mai des, să mă distrez cu familia, să călătoresc mai mult, să-mi deschid sufletul și mintea către noi experiențe, să iubesc mai mult, să fiu mai înteleaptă, să trăiesc, să simt, să visez… ceea ce vă doresc și vouă, tuturor!

Vă doresc să vă descoperiți drumul, să vă bucurați de călătoria voastră, care este însăși viața voastră, vă doresc să visați la cele mai trăznite și curajoase idei și să încercați să le puneți în practică.

Associated Editors

... până la ultima picătură!

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Ion Andrei Puican ion.andrei@puican.com Dana Toma dulcebydana@gmail.com Mirela Păduraru contact@mirelapaduraru.ro

Vă doresc să aveți parte de cafele bune, de companii frumoase, de locuri minunate… de tot ceea ce v-ar putea bucura și innobila sufletul.

Vă doresc un an frumos, cât o viață!

!"#$%&'(#")(#*+,-.

Bogdan Danielescu bogdan.danielescu@yahoo.com Alexandru Niculae carcov_rocks@yahoo.com Jose Ureña – Costa Rica

IMPORTATOR IN ROMANIA – M&N ITALY TRADING SRL www.mnitaly.ro office@mnitaly.ro SHOWROOM - B-dul Eroilor nr 130, Voluntari, ILFOV TEL/FAX: +40.21.352.33.10/08

Guest Editor – Graciano Cruz - Panama

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ffee Stage o C

Coffe eL ov

coffee content

26 - 27 Hario accessories

28 - 29 Despre cafea cu Cezara Carteș

e e Tim e ff Co

3 - 14 Știri cu și despre cafea

s er

30 - 31 Despre cafea cu Ecaterina Szasz 34 - 36 About Coffee Kids

16-17 Coffee inspiration with Reg Barber

ee and Coff th e

e Brands e off

ty Ci

C

20 - 22 Coffee with Roxana Ursu

38 The Beginning - Iași

24 - 25 Bazzara Brothers

40 - 41 Nomad Roastery – Athens

Beau t

Coffee W or

42 - 43 Boutique du Pain – București

ld

ffee Tech o C

Cup na i y

60 - 61

58 Beauty in a Cup

by Mirela Paduraru

Metodele alternative de preparat cafeaua sau brewing-ul

44 - 47 Sweet`n`Coffee - DETOX

48 - 53 Dragoste la prima vedere: Antonella Cutrona - Dalla Corte

ffee Gear o C

54- 55 Ceaiul Alb: Tea-Lightful

62 - 63 News

56 - 57 Coffee love by PAY

ee Calenda ff r Co 64 Coffee Calendar

coffee lovers

coffee lovers

Jose Ureña: Tell us a bit about how you became involved with SCAA, later with Coffee Kids and how did coffee change your life.

Mike Ferguson: After I finished graduate school in 1998, I set a goal of working in marketing and communications for a nonprofit association involved with international trade. I know that sounds very specific, but there are a lot of trade associations out there. What was a little weird was SCAA looking for a marketing coordinator at the same time. The SCAA offices were less than two miles from my house. My interview with Ted Lingle (SCAA Director) lasted for over two hours and I was hired. I was given increasing responsibility over my nine years with SCAA and when I left I was Chief of Staff.

THE RISE AND FALL OF COFFEE KIDS 34

I heard about Coffee Kids not long after I started working at SCAA. Up until that time, I had always worked for charitable organizations, so I understood the mission and methodology quickly. From that point forward, I’ve done whatever was within my power for Coffee Kids. I am fortunate that my current employer, Batdorf & Bronson Coffee Roasters, was a longtime supporter of Coffee Kids, so when I was invited to serve on the Board, Batdorf supported that 100%.

It is impossible to be deeply involved in the coffee industry and not grow to have a global perspective on almost everything and see cause and effect everywhere.

If taste leaders in the specialty coffee industry become infatuated with a coffee from a certain country and start a trend, that trend will have a real and tangible effect on many lives. All of us give plenty of lip service to the idea of interconnectedness but I don’t think we stop often enough to consider how our everyday decisions have a cumulative impact on the supply chain.

Jose Ureña: Please share with us your views on the impact the 2008 economic crisis had on NGO´s like Coffee Kids Mike Ferguson: When fewer people are paying someone else to make their coffee every day that is a decision about priorities and that decision ripples back through the supply chain where everyone is making very similar choices about priorities. For too many companies, Coffee Kids was low on the priority list and they reduced or eliminated their contribution. There are examples of coffee related companies that held steady and did not reduce their contributions even when they were making difficult cost cutting decisions internally, but they are far and away the minority. What this tells me is that in too many cases the initial decision to be a Coffee Kids donor was made out of profound ignorance regarding the mission, methodology, and impact of Coffee Kids. If you truly understood Coffee Kids (and why didn’t you?) you would not have reduced your contribution because it would be in the non-negotiable column.

35

coffee lovers

believe in a world in which coffee-farming communities are self-sustaining, and families have a life of dignity

Jose Ureña: What do you think the coffee community should do to make consistent and sustainable changes on how the coffee is traded today and how the revenues are distributed in the commercialization chain?

Mike Ferguson: Coffee economics are complicated, or so they tell me. So let me be unforgivably simple. If you are a coffee roaster, think about all the coffees you purchased last year and the price you paid. Of all those prices, how many were negotiated directly with the farmer while you sat at a table on her property? Whatever your answer, it should be more and as that number grows you will contribute not only to equity and sustainability in coffee but price stability in the specialty sector. Every time you buy a coffee, ask yourself, is this farmer thriving? Are this farmer’s family and workers thriving? In some cases, the answer might be no, and then it becomes a question of your values as an individual and a company. If the answer is “I don’t know” I would like to invite you to find another line of business, or at least stop telling people you’re in the specialty coffee business.

Jose Ureña: Do you see a future for Coffee Kids, what can we expect and how we, as a community, can help to make it happen?

Mike Ferguson: I do not currently serve on the board of Coffee Kids, but I know that the leadership did not come to this decision lightly or without much deliberation.

36

The coffee industry did not forget about Coffee Kids overnight and they would not remember and understand Coffee Kids quickly. I was fond of saying “Coffee Kids is a conversation.”

I don’t see room for this conversation in coffee right now unless the space is created and protected, and I think this means a partner who can take Coffee Kids under its wing and allow it to rebuild and restart the conversation. This would require a significant level of bravery. Unfortunately, Coffee Kids was the bravest organization I knew so who will step up now?

Jose Ureña: Please tell us a few words for our specialty coffee lovers’ community.

Mike Ferguson: Every day, all over the world, people wake thinking about many things and for an increasing number of them one of the things they are thinking about is their first cup of coffee and for an increasing number of them they are thinking about how it will taste at least as much as what it will do to help them start their day. When all is said and done, these people who truly value and understand the taste and experience of extraordinary coffee are just as important as the coffee farmers who share their commitment to the idea that some things really are very special.

Interview by Jose Manuel Ureña “El Cafetalero” email: sales@coffeeland.us Interviewed: Mike Ferguson “Fergie” email: mikef@batdorf.com

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