COFFEE COMPANY ROASTERy COFFEE AS
IT SHOULD BE
WHAT MAKES THE REAL CO. SO SPECIAL? The Real Co has one sole mission - to offer the ultimate coffee experience. We want to bring that 'just harvested' taste straight from the field to the cup, in one seamless, organic motion. Watch the farmer's sacks being carried to the roasting machine, before the coffee beans are poured into the oven and roasted right in front of you. The smell, the sound, the taste...it's one temptation you won't mind giving in to. We know that coffee is a personal thing. Your coffee experience is unique to you, and we cater for every flavour, every texture, every aroma, every variety of coffee nirvana. The Real Co has perfected a specialist pour-over method of tasting, so you can decide, in-house, which type of coffee speaks to you. And for the white coffee lovers, you can rest assured that we use only ice-cold, locally sourced organic milk. Why? Well, non-organic milk contains potentially harmful animal antibiotics, herbicides and pesticides, so that's a big no-no in our book. In addition, we know, with simple but loving certainty, that without 100% organic milk, you just won't get the same, creamy, silky taste when it's warmed. And what better way to enjoy your rich, roasted Real Co coffee, than with a cheeky chocolate or pastry on the side?
All our treats are created fresh every day, in-store. Melt-in-the-mouth French butter croissants, 100% cocoa hand-rolled truffles, they're made and baked right in front of you, just waiting for you to dive right in. We don't want customers to just 'grab and go', we want them to savour every drop, every bite, every ounce of love we put into our products. Customer satisfaction is crucial - this is why we do what we do so a visit to a Real Co coffee store should be something worth talking about, every single time.
SHARING THE REAL CO. EXPERIENCE We don't want to just sell great coffee, we want customers to really experience it, and we believe they should be able to do this entirely at their own convenience. That's why we offer more than one way to get your hands on The Real Co's roasts.
COFFEE SHOPS We want customers to enjoy our coffee from the moment they walk through the door, and our in-store coffee shops provide a warm and inviting place where
they can do just that. And with such an impressive selection of beans to choose from, all our customers are welcome to try before they buy - absolutely free. Once you've made your choice, your coffee is ground and prepared right in front of you by one of our friendly, highly trained baristas. Then all you have to do, is sit back and lose yourself in the ecstasy of greattasting coffee, made especially for you.
TAKE HOME COFFEE Most people think that they have to go out for great coffee. They don't realise that they can recreate an equally sensuous coffee experience in the comfort of their own homes, with no fuss and no hassle. In every Real Co coffee store, we show customers how easy it is to make their own cup of their favourite brew, by simply purchasing one of our coffee kits. The effective pour-over method we use to create spectacular cups of coffee, requires only a simple handheld grinder, a filter cup and some filter papers. In no time at all, customers will find themselves in coffee heaven, and the furthest they will ever have to travel, is their own kitchen.
WHOLESALE But why limit The Real Co experience to individuals? Wholesale coffee retailing is a competitive market, but we're confident that, once word spreads about how amazing our hand-selected, single origin coffee really is, the world's going to take notice, and we're ready for that. Each Real Co coffee store will have a central Hub, geared up to satisfy any wholesale retail requirements. Success relies on quality and reliability, so even though wholesale occupies a smaller portion of The Real Co global pie, there is doubtless room for expansion as each city's outlets establish and build on their reputation. So dedicated are we to spreading the 'great coffee' message, that we even hold regular seminars in-store, to show coffee-lovers the secrets to making the perfect roast. Everything from the correct way to grind the beans and how many to use, to getting the water temperature just 'so', the delicious devil really is in the detail. By passing on our own coffee-making skills direct to the customer, we're ensuring that their coffee experience is going to be the best it can be, wherever they are.
THE REAL CO. COFFEE STORE AMBIENCE Just like our coffee, The Real Co coffee stores will be warm, homely, cosy places. Lots of natural wood, plenty of soothing, soft lighting, and long, communal tables where customers can spread out and relax - we don't want anyone to leave! Coffee needs to be savoured properly, off the clock, so it's important to us that our stores provide somewhere to do this. We want customers to enhance their coffee shop experience by enjoying our freshly baked, organic breads, our locally sourced butters, jams and honeys, and our genuine, reassuring hospitality. Whichever city you're visiting, and especially if you're a local, The Real Co prides itself on providing the best coffee experience, bar none, and that means satisfying all the senses - from the attractive, seductive dĂŠcor, the hum of the baristas at work and the comfortable, spacious seating, to the alluring aroma of freshly roasting beans and, ultimately, the knockout taste of the coffee itself. Each Real Co coffee store will also have its own, unique identity. Local culture is very important to us so, as keen as we are to bring a little piece of Real Co Canada to each of our outlets, we'll also make sure that each store maintains a personal atmosphere, incorporating
aspects of the local heritage, so you'll always be aware of exactly where you are and, if you're a valued local customer, we promise you'll feel right at home, all the time.
OUR VISION The Real Co is passionate about single source organic coffee, roasted and re-profiled with each new harvest. On our extensive yearly travels in South America and India, we visit producers and cooperatives in search of the most amazing coffee on the planet. This is no easy task, as you can imagine, but we are committed to finding - and supplying - only the very best. Our suppliers come from single farms, estates and cooperatives, so we recognise the importance of building solid, personal relationships with all our growers. They are the masters of their craft, and we're always learning from them. Whether it's the importance of soil quality, the dictations of the weather, the intricate harvesting processes, or the various other challenges faced by the farmers, we have established valuable and trustworthy relationships with our 'coffee gurus', which also enables us to negotiate fair pricing, and thus ensure sustainable, reliable coffee production. We offer single-sourced coffee that is roasted on-site by trained baristas. Our coffee can also be sold
separately, for customers to take home and enjoy at their leisure. Easy-to-use coffee kits can also be bought, so coffee lovers can replicate the Real Co coffee experience, wherever they happen to be. All of our world coffee can be tasted in-store, so customers can be confident they are choosing the best roast for them. Real Co coffee production is 100% organic, is kind to the land, and is fair to the farmers. This guarantees that we harvest only the best quality coffee to give to our customers. Each harvest is individually labelled and named, because every single crop is unique, and no two harvests taste the same. To spread the word about how all coffee is not the same, we also conduct regular instore seminars and workshops, giving customers the chance to learn about Real Co methods of producing superior coffee, in a loving, caring and respectful way. Put simply, The Real Co is the world's local coffee company...
HOW WE BRING COFFEE ALIVE IN-STORE BARISTA STYLE The most recognisable way of serving coffee, baristas have become a common sight in coffee shops across the world. So why are we different? Well, we actually roast new blends every single day, which makes us pretty special, because we don't know many other coffee companies who do. This way, we're guaranteeing the customer a new experience every time they visit. We use only locally sourced, organic milk, which we think has a significant impact on taste - there are no harmful animal antibiotics, herbicides or pesticides invading your body, just creamy, natural, wholesome goodness. In addition, our baristas insist on using the gentle pour-over method of making the very best filter coffee. This results in a unique, nuanced drink, which is well rounded, refined, and possessed of a distinct clarity of flavour. Customers can choose from a variety of roasts, from any of the three major coffee-producing continents.
FRENCH PRESS/PLUNGER STYLE One of the simplest, and most elegant ways of brewing coffee, the French press method can produce
We don't just serve and sell coffee, we create an entire coffee experience, and we do this in two distinct ways.�
a richer flavour, in greater quantities - ideal for when you have guests, or you want to while away a few hours with your feet up, with fantastic coffee just inches away. If you're going out to meet friends, or if you're looking forward to spending a lazy morning with the Sunday papers somewhere ambient and relaxing, drop into The Real Co and order a plunger, so you can enjoy amazing-tasting coffee at your convenience.
A CENTRAL STORAGE POINT
THE REAL CO COFFEE HUBS
FLYING THE FLAG
We envisage that every major city will have at least one Real Co coffee store, some will have more. Regionally, there will be one Real Co Hub, which will serve many purposes.
ENSURING FRESHNESS All the coffee served within a particular region will be carefully roasted and taste-tested in the Hub. This allows the Real Co team to personally manage quality control on-site, and guarantee that freshly roasted coffee is available on-site in all its local outlets, every single day.
The Hub shall serve as the storage point for all coffee within that city. This ensures that the correct humidity and dry levels are monitored and maintained at all times.
A DEDICATED WHOLESALE POINT The Hub is where wholesalers can get hold of The Real Co quality coffee, at any time. It's fast, easy and efficient.
The Hub will serve as the flagship Real Co outlet for each city. It will occupy a prime position, and provide customers with a visual point of reference for The Real Co. It will also showcase our business model, and provide customers not only with the best coffee in the world, but also the ways and means to make it themselves, via our purchasable coffee kit, plus on-site seminars and workshops.
WHAT YOU SEE IS WHAT YOU GET It's not only great coffee we offer. The Hub will also give people a chance to see our delicious breads and pastries being made on-site, in full view of the customers. We want you to see for yourself just what you're getting, and how you're getting it.
OUR FAMILY OF GROWERS AND THE IMPORTANCE OF REAL SINGLE SOURCING The Real Co really cares about coffee. Every one of our beans is sourced direct from the farming fields then roasted to perfection, in front of our customers, in bespoke stores sited in all of the world's major cities. We believe that the key to coffee perfection lies in the tender loving care our organic farmers give to their land. It is this genuine dedication and devotion that produces such high quality harvests, and we are committed to ensuring that these coffee artisans are paid a proper and fair price for working their magic.
One of our growers, the Balmaadi Estate in New Delhi, is so confident in the quality of their coffee, that they provide their own version of a vineyard cellar door. It's somewhere visitors can taste the
freshly roasted 'coffee of the day', or sample the other beans on offer, before deciding which ones to buy. As the estate is situated on an old spice farm, the coffee grown here offers a delightfully delicate hint of aromatic spices, which have seduced not only the two-legged coffee aficionados, but also some four-legged ones! The local elephants used to tiptoe into the plantation at night to feast on the delicious coffee cherries, forcing the grower to install some bee farms next door, to keep the greedy animals away. Thankfully, the only coffee devotees enjoying the estate's exquisite roasts today, are the human variety. Once you've tried The Real Co's organic, roasted coffee beans, we guarantee you won't want to drink anything else again. Mass-produced, vacuum-packed alternatives are almost always carelessly roasted from crops that have been poorly cared for. Everything's about the taste, the aroma, the experience, and by giving customers the opportunity to try the best, there's really no going back.
The Real Co's coffee can be enjoyed anywhere, at any time - at home, at work, even on the go - because all you need is an easy-to-use hand-held grinder, and a cafetiere. That's it. There's no expensive, complicated equipment to have to maintain, just simple basics.
ABOUT OUR COFFEE GROWERS THE MAGIC MAKERS We enjoy fruitful relations with several major coffee plantations around the world, all famed for their precise, well-honed farming methods, and the tender loving care the plantation owners spread liberally over their kingdoms. Their coffee is simply irresistible, and we think it's only right and proper for our customers to make friends with some of these amazingly talented artisans.
Finca El Sancho, Angeles de Sabanilla de Alajulea, COSTA RICA Coffee conjuror: Jorge Luis Zamora Soto Coffee type: Red Catuai Coffee character: Red grape with medium body and medium-to-bright acidity Method: Combination Washed Process Finca El Sancho is one of the finest Costa Rican coffee fields we've come across. Owner and coffee aficionado, Jorge Luis Zamora Soto, lovingly grows Red CatuaĂ on seven hectares of El Sancho. His coffee is processed using a combination of both traditional washing methods (like the famous Kenya Karatina coffee) and mechanical washing methods. The reason for this combination process lies in the Costa Rican government's water
conservation laws, which came into force in the early 1990s. Traditional coffee washing required vast amounts of water, so this legislation had a huge impact on the coffee industry here. Moving with the times, Jorge implemented his own unique way of washing the coffee, by using a hybrid processing system consisting of a mechanical de-pulper to remove much of the mucilage (the gelatinous, wet flesh of the coffee cherries), and then fermenting the remainder in traditional water tanks. Every drop of water Jorge uses, goes through a cleaning process, including time in a sedimentation tank, to make the water potable before it is returned to the ground or to water-holding tanks. It's Jorge's forward thinking and openness to new ideas, that makes the coffee from El Sancho some of the richest, purest-tasting in the world.
Blue Batak, Humbang Hasdundatun, North Sumatra, INDONESIA Coffee conjuror: The whole family! Coffee type: Catimor, Typica, Bourbon Coffee character: Tobacco notes with plummy acidity and full body Method: Semi Washed Process Blue Batak coffee comes from the micro-regions of North Sumatra, including Lintong Nihuta, Dolok Sanggul and Onang Ganjang. There are literally thousands of farms here, all relatively small (often only half a hectare in area), and the variety of crops grown benefit both local consumption and international markets. These small farms each possess micro-mills, where the coffee cherries are washed, de-pulped and fermented, before being left to dry under cover of parchment, in specialist drying areas.
They're very family- orientated here, so it's not uncommon for whole harvests to be reaped by a dedicated roll call of father, mother, sons, daughters, cousins and in-laws, instead of employing outside labour. The coffee is collected from around 3500 farms around the district, and collated at a local processing mill to ensure freshness and consistent standards.
Finca Malacara A, Apaneca-Llamatepec, EL SALVADOR Coffee conjurors: JosĂŠ Guillermo Alvarez Prunera & Maria Alvarez de Murray Coffee type: Red Bourbon Coffee character: Caramelised cherry and dark honey notes with light acidity and medium body Method: Mechanical Washed Process The name of this farm might mean "bad face" in Spanish, but don't let that put you off their wondrous coffee! The brains behind Finca Malacara was Rafael Alvarez Lalinde, whose family have kept up the long and illustrious history of coffee production on this land, where the first seeds were planted in the 1800s. Multiple generations later, and the farm is now divided into Malacara A, B and C. Malacara A is run by JosĂŠ and Maria, alongside farm manager Cornelio Azucena. Malacara A enjoys year on year of excellent crops, yielding a sweet and spicy coffee that really packs a punch and leaves an unforgettable imprint on your palate. Malacara also employs specialist pickers, who know a champion cherry from fifty paces, and have been known to return to the same tree dozens of times during a harvest to make sure they didn't miss anything. Such dedication to the cause can mean only one thing - exceptional coffee that really has to be tasted to be believed.
NADINE BESHIR Director
GRANT MURRAY
Nadine Beshir graduated from the American University in Cairo in 1997 with a major in Business Administration. Nadine started her career as the personal assistant to renowned businessman Mr. Mohamed Nosseir. She was involved in setting up new businesses, restructuring companies and setting strategic plans for companies within the portfolio of Mr. Nosseir’s investments Nadine then moved on to become a partner and the managing director of Orange Consulting Group. In 2005 she joined the Sewedy Group to become the General Manager of “Delicious Inc.” the owner and operator of the coffee shop brand “Cilantro”. She worked along with the management team of Cilantro to grow the brand from 14 outlets in 2005 to more than 80 outlets in early 2011, with outlets in Jeddah (KSA), Amman (Jordan) and London (UK), fending off along the way the entrance of Starbucks to the Egyptian market being referred to as “The best executed home-grown concept”. In mid 2011, Nadine moved from Cilantro to establish a new chain of casual dining restaurants: “Cairo Kitchen”, aiming at introducing the Egyptian cuisine to the world. Cairo Kitchen opened its first store in April 2012 and currently operates 5 very successful outlets in Egypt, is preparing for opening its first outlet in Dubai in September 2013. Cairo Kitchen has gained immense popularity and has developed a strong recognition.
MARILYN ENG Real Co, Coffee Development Manager (Retail) Marilyn began her love affair with coffee by opening her own shop which became Canada’s first fair trade coffee company located in Toronto - micro roaster and all. After selling her business, Marilyn travelled and volunteered at Coffee Origin, followed by honing her skills in coffee cupping, buying and training in Europe. She has researched new markets for companies that want to invest in Asia, was part of the international cuppers for Cup of Excellence in El Salvador and Rwanda, participated as a regional and national sensory judge for the Canadian Barista Competition, and is a certified barista trainer for The Specialty Coffee Association for Europe and Canada. Marilyn now spends her time travelling and serving as a consultant for those who are looking to open cafés, train staff, and of course, prepare those amazing cups of deliciousness including Tescos (Harris and Hoole), Sheraton Hotels, Naked Coffee and London School of Coffee.
Real Co, Director of Coffee Grant Rattray has worked in the specialty coffee business for the past 10 years, most recently as Managing Director of the Cup of Excellence, a series of high profile coffee quality competitions that take place in 10 producing countries to select the very best coffee from each annual harvest. Prior to this, Grant worked for a specialist green coffee importing company, Mercanta, sourcing coffees from more than 20 countries and marketing these to coffee roasters worldwide. Grant has also served as a director of the board of the Speciality Coffee Association of Europe (SCAE) since 2010.
COLIN CARTER Director and Founder Born in Toronto, Canada, his family moved to the UK where he studied at Methodist College Belfast. After Graduating from the Award winning Queens University with a BA in Hotel & Tourism Management he travelled back to Canada to play Semi-Professional Rugby for Toronto Irish & Ontario. He ventured back to Ireland where He took on the role of Catering Manager at The Waterfront Concert hall with Letheby & Christopher, one of the United Kingdoms premier catering firms who also cater for Wembley arena, Edgebaston and Royal Ascot to name but a few. I then took on the role of Developing a hotel in Central London alongside Yusuf Islam (Cat Stevens) which also catered for events and projects on various levels. After the completion of the hotel He took on the post of Business Development Manger for a London based food and catering business where He helped to re-structure and rejuvenate the business after a long period of stagnation and a lack of innovation. He then decided to focus on community development and devoted 6 years to Youth Development. He formulated a Youth Development Project with the Local Government. This Project engaged over 250 young people in various areas of development with its primary focus on empowering them and steering them to a better quality of life. He has always had an interest in single sourcing and this has become his passion of the past few years, culminating in the building of the Real Co business.
26 York street, Mayfair, London W1U 6PZ Tel: 020 3195 3231 www.therealco.com