the most trusted source in coffee from crop to cup
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1June 2008CoffeeTalk
www.CoffeeTalk.com
HNCT, LLC23712 49th Ave SWVashon, WA 98070
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PAIDPermit No. 178
Salem, OR
The most trusted source in coffee from crop to cup
2 June 2008 CoffeeTalk
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✓ Visit and Tour in Addis Ababa and Harar.
✓ Coffee tour of Oromia Coffee Farmers Cooperative Union with a coffee cupping session in Oromia’s cooperative bank.
✓ Pass through wonderful Lakes Koka, Zwai and Langano.
✓ Visit some cooperatives in Yirgacheffe, small farms, and some of the facilities created by the Oromia Union.
✓ Fly to Dire Dawa, where you will be transferred through lush and mountainous landscapes to the coffee cooperative at Bedeno. Spend one night camping in the small village of Illili Derartu, just outside of Bedeno.
✓ Visit the national coffee processing center and ware-house, as well as the national coffee auction. Enjoy lunch and a farewell ceremony with the Oromia Coffee Farmers Cooperative Union.
TRIP HIGHLIGHTS
Green Coffee inquiries:
[email protected]: (619)235-0392
www.ElanOrganic.com
For more information: Call Sandy Braun at 206-932-8352 Write to: [email protected]
Price: $2955 trip + travel insurance (Airfare not included)
COME LEARN AND EXPLORE WHAT ETHIOPIA HAS TO OFFERWITH ELAN ORGANIC COFFEES!
4 June 2008 CoffeeTalk
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CalendarFeatures
Commodity
Speculation –
Page 8- CoffeeTalk
Magazine’s Sam Kornel
explores the growth of
speculative investing in
coffee futures and the
enormous impact this is
having on growers.
POS –
Page 12- David Haddock
touches on this essential
piece of café equipment.
NCA President’s Column –
Page 14- Robert Nelson, President of the National Coffee
Association updates us on the essential activities of the association.
TOC
CoffeeTalk
Calendar 4
The View 6
Commodity Speculation –
Gambling with the futures of Farming families 8
Ultimate Barista Challenge –
the Southwest Foodservice Show 10
Dairy by Trish Corby 10
POS – Let your fingers do the tendering
by David Haddock 12
NCA President’s Column by Robert Nelson 14
Coffee Fest Hawaii Show Listings 14
How to protect oneself using options
by Judith Ganes-Chase 16
Specialty Coffee Roaster Directory 18
Report from the Fields
by Joan Nielsen 22
Smart Marketing by Lisa Olson 24
Passion, with Attitude by Jimmy Sneed 28
June 03-05 2008 Commercial Construction Show, Orange County Convention
Center Orlando, FL, www.cc-show.net, 770-781-2501.
June 06-08 Coffee Fest-Hawaii, Hilton Waikoloa Village, Kona, HI, 425-283-5058,
[email protected], www.coffeefest.com.
June 20-22 Mid Atlantic Regional Roasters Group, Deet's Place at Virginia Tech,
Blacksburg, VA., www.marrg.org or [email protected]
June 22-24 Southwest Foodservice Expo, George R. Brown Convention Center,
Houston Texas, www.restaurantville.com, 800-395-2872.
June 22-24 2008 Ultimate Barista Challenge® Americas Houston Invitational,
at Southwest Foodservice Expo, Houston Texas, for more
information visit www.ultimatebaristachallenge.com.
June29-Jul.01 54th Summer Fancy Food Show (2008), Jacob K. Javits Center,
New York, NY, www.specialtyfood.com, 212.482.6440.
Aug. 23-25 The Ultimate Barista Challenge USA, Los Angeles Convention
Center, Los Angeles, CA, 503.232.1016.
Sept. 05-07 The Ultimate Barista Challenge USA, Orange County Convention
Center, Orlando, FL, 503.232.1016.
Sept. 12-14 Coffee Fest/Seattle, Washington State Convention & Trade Center,
Seattle Wa, 425-283-5058, [email protected],
www.coffeefest.com.
Sept. 24-26 11th Americas Food & Beverage Show, Miami Beach Convention
Center, Miami Florida, www.americasfoodandbeverage.com,
305.871.7910, [email protected].
Oct. 15-17 National Coffee Association Fall Conference, New Orleans,
Louisiana, www.ncausa.org
Nov. 07-09 Coffee Fest Hong Kong, Asia World-Expo, Hong Kong, 425-283-5058,
[email protected], www.coffeefest.com.
Nov. 12-15 4th edition of TriestEspresso Expo, Trieste, Italy,
www.fiera.trieste.it/espresso, [email protected].
Nov. 18-30 Elan’s Coffee Harvest Tours, Ethiopia, (206) 932-8352,
2009
Feb. 20-22 Coffee Fest Chicago, Navy Pier, Chicago, IL. 425-283-5058,
[email protected], www.coffeefest.com.
5June 2008CoffeeTalk
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Display Cases & Modular Cafés
6 June 2008 CoffeeTalk
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The ViewThis month we had the privilege of reading what is, in our opinion, the best book about the coffee origin experience that has been written. That is a big statement however, Javatrekker: Dispatches from the World of Fair Trade Coffee by Dean Cycon, owner of Dean’s Beans, really gets it about travels to the coffeelands. Reading Cycon’s book, we are transported to ground level riding in the backseat, or canoe, or on the trail behind him. We have been to some of these very places described in the book and yet, looking through the author’s eyes we see and experience new, exciting, and very human moments.
It is not often that I laugh aloud while reading a book – especially on an airplane, but I did with this one, often. That is fundamentally the real charm of Javatrekker. Many books have been written about travel to origin but generally, they are star struck romantic pieces or intense gee-ain’t-it-awful-we-gotta-do-something sanctimonious rants. Javatrekker accepts a basic truth. When you travel to coffeelands, you are leaving the safety and comfort of modern life. You pass through cities to towns to villages to occasional homes to washed out dirt tracks and finally reach coffee. Embracing this journey
means that often you will look ridiculous, find yourself in communication and cultural limbo, and realize suddenly that you are very overdressed for the occasion. Many of us in the Coffee Industry deeply admire those intrepid souls who put on their ‘Indiana Jones’ hats and joyfully take off to the deepest jungle in search of great coffee. In our journeys at CoffeeTalk, we sometimes taste that life but in reality, we rarely step away from the concrete security of the modern world. Dean Cycon not only steps off the trail, he races headlong. It is hard to read Javatrekker without a small amount of envy – envy for his adventures and envy for his spirit. What a character! That is what built our extraordinary industry. At the same time, Cycon is doing what we all should, and soon must, be doing – building direct relationships with growers. The once secure path of coffee buying (NYBOT) is overrun with ‘Investor Barbarians’ and the traditional pricing mechanisms are no longer safe. The way to ensure that Specialty Coffee remains sustainable for all is to establish direct buying
The View
methods that work. We do not have to jet off to dark and unknown lands and scenes taken from National Geographic Magazine, we can leave that to the Dean Cycon’s of the world however, the coffee relationships they bring back are the future wealth of our industry.Working with CQI, Cup of Excellence and other rating and selling systems; embracing the now global cellular phone capabilities for the exchange of pricing, purchase orders, training, and (of course) communication; working with certification agencies and associations to create dependable and transparent rating systems that ensure a rational marketplace, and other immediately available technologies and methods we can bridge the gap between roasters and growers. We can create a new paradigm for transaction that assures fair and scalable results for all the partners in the coffee supply chain. What makes Dean Cycon different from
CEO/Publisher Kerri Goodman-Small, ext 222 [email protected] 877 426 6410 - Direct Line 206 795 4471 - Intl. Line
EditorialEditor-in-Chief Miles Small, ext 277 [email protected] 206 795 2835 - Direct Line
AdministrationAccounting, Subscriptions and Laurie Veatch, ext 252 [email protected] Administration
AdvertisingMarketing Partner Tamera Schultz, ext 245 [email protected] Coordinator and Libby Smith, ext 251 [email protected] Marketing Partner
ProductionDaily Dose Justin Goodman, ext 264 [email protected] Manager Marcus Fellbaum, ext 261 [email protected] Assistant Rene Eggert, ext 262 [email protected]
FounderFounder/CEO (Emeritus), retired Ed Sanders, ext 23 [email protected] Linda Sanders, ext 241 [email protected]
Since 1988
Mail: HNCT, LLC, 23712 49th Ave SW Vashon, WA 98070Phone: 206.686.7378 Fax: 206.463.0090 www.coffeetalk.com
Hospitality News 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.Circulation: Hospitality News (ISSN 1084-2551) is mailed monthly (10 times per year) with combined June/July and November/December issues, also bonus mailing/distribution for Education Guides and foodservice/hospitality and coffee conventions/shows throughout the year.Postmaster: Send address changes to HNCT, LLC, 23712 49th Ave SW, Vashon, WA 98070Subscription: 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 x51 or subscribe online at www.HospNews.com.Copyright © 2006, Hospitality News, All Rights Reserved.
masala chai with indian spice
peppermintchill
african rooiboswith guava
orange pekoewith black tea
green teawith jasmine
hibiscus with lemon oil
the original tea cookies
The Original Tea Cookie, formulated and infused with teas from China, Africa, India and Sri Lanka. Torn Ranch has created this exclusive cookie recipe for a unique product sure to please the most discriminating palate.
World Tea Expo, Las Vegas Booth #72454th Summer Fancy Food Show, New York Booth # 4905
415.506.3000 [email protected]
The Dean Cycon, with the Asaro Mudmen in the
Central Highlands of Papua New Guinea
Children in Jimma, the birthplace of coffee in
Ethiopia, miss school while waiting to fill their
water jugs from a small pipe. This is the world
behind your cup.
Soldier and farmer grind
coffee together in Sumatra,
where a long running civil war
had just ended.
the rest of us is that he laughs aloud at himself over and over again. Granted that his mission of bringing fair trade transactions to growers around the world is sobering, that does not mean he, and we, cannot have a lot of fun on the journey. Congratulations to Dean Cycon, and Javatrekker: Dispatches from the World of Fair Trade Coffee for winning the Gold Medal as the Best Travel Book of 2007 from the Independent Publishers Association (the IPPY Award). This should be a must read for anyone who still believes there is a frontier out their where fun will overcome fear and good works will happen.
Cheers!
Kerri & Miles
8 June 2008 CoffeeTalk
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Commodityspeculation
Commodity speculationGambling with the futures of farming families
By Sam Kornell
Something strange is going in the coffee world. Last summer, the price of Arabica on the New York exchange hovered around $1.10 a pound; by this February it was up to $1.67—a near record high. So how bad was the frost? Well, that is the trick: there was no frost. Brazil did not freeze, there were no forest fires in Veracruz, and some mutant bacterial disease did not overrun Columbian coffee. Nor was there any abrupt uptick in demand. So what happened? The answer may actually have less to do with coffee and more with the vast, Byzantine world of commodity speculation—a world increasingly tied to the overall health of the global economy. As members of the coffee industry are well aware, in addition to the credit crunch and the sub-prime mortgage crisis, we are currently in the midst of a record-shattering run up in energy and food prices—an increase of upwards of fifty percent in the last twelve months alone. A growing number of economists, commodities brokers, and even members of Congress are saying that in addition to traditional market forces—such as supply and demand, and, in this case, the devalued dollar—there is something else driving up the cost of commodities like coffee, and it is called commodity speculation. Commodities speculation is a fairly straightforward enterprise. It is about as close as you can get to gambling in the investment world. Commodities markets were originally constructed to spread the risk of price changes among a number of different players. Using futures contracts, for example, a Brazilian coffee grower can sell his crops before they are planted. If there’s a boom in demand and prices spike, he loses out and the speculator—a coffee roaster, an importer—bought the futures contract from him wins. If, on the other hand, there’s a bumper crop and prices plunge, the grower bet right and the speculator wrong. Either way, in theory the grower should have enough money to get him through to next year's crop. However, a consequence of futures contracts is that when something unexpected happens—such as a Brazilian frost—the natural volatility of the market is exacerbated. Speculating on coffee futures is about as old as Brazilian Arabica. In Mark Pendergrast’s Uncommon Grounds, he recounts a grower’s complaint, from over a century ago, that coffee “is the most speculative business in the world.” It was after a bad frost in Brazil in the late 19th century—a frost that caused massive, lasting market turmoil—that members of the coffee world decided they had to have a single, transparent, systematized way of buying and selling coffee futures contracts. Thus, the New York Mercantile Exchange was born. For over 100 years, Arabica coffee has been traded, along with cotton, sugar, and other commodities, on the floor the NYME Building, in lower Manhattan. This exchange has had various names and incarnations; from 1998 until early 2007, it was operated by the New York Board of Trade. NYBOT, as it was known, worked as a hedging mechanism, a price discovery mechanism, and an inventory mechanism for commercial Arabica (as well as a cotton, sugar, and so on). (Robusta is traded in London.) Essentially, the New York exchange made it possible to speculate on coffee prices in a highly transparent way, and it did so just as you’d imagine: Roasters, importers, and others called professional coffee brokers, who worked on the exchange’s floor. The brokers called the coffee producers (or middlemen working for the producers), and quoted the buyer a price for a coffee contract. In short, the people doing the trading—the buyers, the brokers, and the sellers—were all commercially invested in coffee: they were coffee people, and they moved in accordance to the oscillations of supply and demand. “Broker’s were the neck of the bottle,” said Donald Schoenholt. Schoenholt owns New York-based Gillies Coffee, the oldest coffee merchant in the United States, and is one of the founding heads of the Specialty Coffee Association of America. “Brokers were the narrow point through which we saw all transactions moving. It didn’t matter what was below, or how cloudy it was—as it passed through the neck of the bottle you could see it clearly. Now, everything is a muddle. And that’s one of the reasons the price of coffee is getting disconnected from the natural pressures of supply and demand.” According to Schoenholt and many other long-time industry players, speculation on coffee futures has changed dramatically in recent few years. Now, the principle arbiter of coffee prices is no longer producers, roasters, and retailers responding in concert to supply, demand, and the value of the dollar.
Instead, the principle arbiters are big, non-commercial investment banks and global hedge funds with diverse investment portfolios, which see coffee as a nice – but fundamentally disposable – addition to index funds that include many other investments. In short, these days, the price of coffee may have more to do with the price of oil and the fortunes of the credit market than it does with what the season’s coffee crops look like, or how many people are willing to spend a couple of bucks on a nice cup of Arabica. How did this happen? Around the beginning of this century, commodity speculation in U.S. markets changed fundamentally. The change can be traced to a rather obscure piece of legislation that former Republican Senator Phil Gramm, tacked, at the last minute, onto an 11,000 page omnibus Senate appropriations bill that was passed just before Christmas of 2000. Gramm’s legislation was called, with exquisite banality, the Commodities Futures Modernization Act, and what it did was substantially relax, and in many cases eliminate completely, federal regulation of futures trading in American commodity markets. In other words, Gramm essentially managed to turn American commodities markets into a kind of financial Wild West. To ensure that the Commodities Futures Modernization Act would not be subject to meddling by the federal government, Gramm managed to get the newly elected president, George W. Bush, to appoint Walter Lukken Acting Chairman of the Commodities Futures Trading Commission [CFTC]—the federal body charged with regulating commodities. Walter Lukken, as it turned out, had previously served on the U.S. Senate Agriculture Committee as a professional staff member, and was partly responsible for writing the legislation Gramm passed. “The Commodities Futures Modernization Act made it much harder for the CFTC, even if it was so inclined, to control excessive speculation, and/or manipulation in commodities markets,” said Michael Greenberger, a University of Maryland law professor who spent two years in charge of the CFTC’s trading and markets division. Moreover, with Lukken’s appointment, Greenberger said, the Bush administration ensured that the CFTC would not be so inclined. Now that big, non-commercial outfits—investment banks, global hedge funds, and wealthy individuals—were essentially offered unfettered access to the commodities markets, it was only a matter of time before they started throwing their weight around, buying and liquidating massive futures contracts in deals that often depended more on the fortunes of other investments in their portfolios than the actual supply and demand metrics of the commodity in question. Unsurprisingly, this massive speculation by non-commercial players often royally ‘upsets’ veteran commodities brokers, and their clients—buyers and sellers alike. One longtime coffee broker I spoke to, who asked not to be named, said that there was “a lot of resentment at the fact that we’ve essentially lost control of our market.” Two recent developments have exacerbated this strange state of affairs. The first is the fact that with derivatives, equities, and share markets slumping, global hedge funds have increasingly found commodities like coffee to be relatively safe investments. These funds invest heavily in commodities futures contracts and sell off when prices peak. Indeed, so heavy have commodity investments in the U.S. become that a recent assessment by the financial magazine Barron’s found that we may be in the midst of a massive commodity speculation bubble, primed to pop at any moment. In any case, the ultimate result of all of this new investment is a massive infusion of unpredictability and volatility into nearly all of the commodities markets, including coffee. The second development was the purchase, last January, of NYBOT by the Intercontinental Commodities Exchange, a British electronic energy marketplace. The sale of NYBOT to the ICE made it even easier for non-commercial investors to get in—in a big way—on the commodities futures action. For one thing, ICE and other electronic markets are harder to regulate, and they make investment in commodities contracts relatively easy. Because commodities markets—such as coffee—are relatively small, rules were set in place as early as 1936 to limit massive speculation, and the price distortion that seems inevitably to result. However, the ICE has made it easy for non-commercial investors to bypass these rules. The method is simple: Index-fund money goes through dealers that belong to the International Swaps and
9June 2008CoffeeTalk
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Derivatives Association (ISDA); brokers from the ISDA then invest the money into the commodity markets. This little byway allows the index funds to invest as much money into commodity futures as they like, without fear of running afoul of the limits that are normally imposed on speculators. The agriculture commodities market is supposed be the most heavily regulated of any of the commodities markets. Coffee is not considered an agricultural commodity, but it is still supposed to be insulated against these large, non-commercial investments because the market it relatively small and there is relatively little liquidity. However, at the moment, the rules seem to be making little difference. Via ICE, the ISDA, and with the apparent approval, or at least disinterest, of the CFTC, massive index funds are operating with abandon in U.S. commodity markets – including coffee. The result has been run-ups like the one this February, in which Arabica shot up to $1.67. “The system is set up to favor speculators,” said Greenberger. “These markets could not function without speculation, but it has long been recognized that speculation has to be controlled. We are now seeing a total lack of control – the markets are being taking out of the hands of those who have a true commercial interest, and being dominated by investment banks, hedge funds, wealthy individuals who are making a buck out of controlling the price of coffee.” Because of astronomical food and gas prices, the essential absence of federal oversight of U.S. commodities markets has begun attracting attention from politicians and the public. In a Congressional hearing conducted late last month, Senators hauled in representatives from the CFTC to answer questions about what exactly is going on in the world of commodity speculation. Senator Joe Lieberman started the proceedings off by noting that investment in index funds tied to commodities has grown twentyfold to $260 billion in the last five years. "This unbridled growth raises justifiable concerns that speculative demand – divorced from market realities – is driving food and energy price inflation and causing a lot of human suffering," he said. Lieberman’s contention is at least nominally up for debate. Jeffrey Harris, the CFTC’s chief economist, told Congress that he didn’t believe commodities speculation had discernibly impacted high food and energy prices; rather, he said, basic market forces – from increasing demand in emerging markets (China and India, principally), decreased supply because of bad weather and geopolitical events, and the devaluation of the dollar (which has made commodity trading in the U.S. a bargain for foreign investors) – were the culprits. Harris sentiment was of a piece with a broad coalition of investors, who believe that market fundamentals continue to drive commodity prices. The Senators did not buy it. Senator Carl Levin, a Michigan Democrat, scoffed at Harris’s assessment, and Sen. Claire McCaskill warned him "if you don't do something, Congress will." Despite McCaskill’s avowal, however, the likelihood of
Congress forcing the CFTC to strengthen regulations significantly may not be high, according to Greenberger. Indeed, Greenberger believes that it may take one of two things to bring about a fundamental change: a new presidential administration with new priorities, or a massive pop in the commodities speculation bubble. “The Bush administration is happy with the way the markets are functioning, even if they won’t say it publicly,” Greenberger said. “The Secretary of the Treasury and the acting Chairman of the CFTC will tell you six weeks from Sunday this is supply and demand. The democratic Congress is slowly but surely getting on top of this, but right now commodities and derivatives – another way of saying commodities – are much more profitable, and have a bigger impact on the economy than stocks or bonds do.” Greenberger continued. “We are essentially seeing what happened to the stock markets in the 1920s happen to the futures market now, and that is: speculation reigns supreme. And of course the end result of that was the Great Depression, and it took that cataclysmic event to convince Congress to regulated stocks and bonds. My hope is that we will educate this Congress to get control of this before we have some kind of systemic break.” With luck, it will not take a second Great Depression for the CFTC to begin exerting control over the commodities markets, including coffee. In the meantime, there seems to be an air of resignation among many longtime coffee traders and brokers. One broker I talked to said he thinks coffee has entered a brave new world—in which non-commercial commodity speculation marries the commodity markets to all the other financial markets, for better or worse – and there’s no turning back. If this is indeed the case, it may be that roasters and retailers who want to divest themselves from the muddle of the differential Arabica market have one option: forge their own direct contracts. Of course, Starbucks and many large and mid-sized regional roasters have been doing this for years, and it is especially prevalent in the specialty world, where the quality standards of the New York exchange often are not up to snuff anyway. If this is the case, Susie Spindler’s Cup of Excellence auction, and Ted Lingle’s Quality Coffee Institute with its “Q” Contract, may play increasingly important roles in the sale of Arabica beans in the U.S. However, for the moment, there seems to be little question that the U.S. Arabica market is not what it used to be. If you have not already, take out a subscription to the Wall Street Journal, and start following the equity, derivatives, and shares markets. It may be unpleasant, but the price of coffee is apparently tied tightly to them, in a way it never was before. CT
10 June 2008 CoffeeTalk
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Trish Corby
Dairy
By Trish Corby, President & CEO of the Good Cow Company
In the specialty coffee business there seems to be a myriad of terms and acronyms that, if you are not keeping on your toes, you will soon become lost in the jargon. The same applies in the dairy business.
To make matters worse, many of the terms in both industries have a tendency to be “misused” or misconstrued by many. Since all of you reading this are most likely experts at “coffee speak”, I thought I might try and give you a brief summary of “dairy / milk speak” to go along with your coffee.
In the last few years, there are several terms that have become common vocabulary in the dairy industry and the press. The first set are those associated with farm practices and cows, the latter group are processing or packaging types commonly used in the industry.
Organic- based on the U.S. Organic Standard of 2002. These standards are regulated by the USDA and define what farm practices and feed sources are allowed to be used with dairy cattle if the product is to be labeled as organic. Organic regulations prohibit the use of antibiotics and synthetic growth hormone.
GMO- genetically modified organism. In the dairy industry this is either referencing the feed source (organic restricts the use of GMO feeds), or the use of synthetic hormone injections.
Free farmed- a certification established in 2000 by the American Humane Society that defines the approved practices related to animal welfare, housing, health and maintenance in our food supply- such as chickens and dairy cows.
rBST- recombinant bovine somatotropin. This synthetic hormone is sometimes used in the dairy industry to increase the output of milk in dairy cows.
No Hormones Added- cows which are not receiving injections of rBST. The certification process of this is highly important, since it is undetectable if merely testing the milk product.
BGH- bovine growth hormone. The growth hormone in cattle / cows which regulates growth and milk production.
The acronyms below are processing / packaging designations within the dairy industry. They are all regulated by the USDA regarding safety practices and process parameters. HTST- high temperature / short time. This is the most common form of pasteurization today- most milk you purchase has been processed in this manner. It essentially heats milk to approx 165F for about 30 seconds, and then fills in traditional methods- such as a plastic jug or a fiberboard half gallon carton. Typical shelf life of this milk is 14-18 days.
ESL- extended shelf life. Again- this is a criteria set by the USDA which regulates the pasteurization temperature required for specific milk products so as to achieve a longer than normal shelf life. Traditionally, that is anywhere from 60-75 days. This is a refrigerated product – shipped and maintained at 40 F or less. Processors pasteurize this product anywhere from 235 to 290 F, so there can be substantial differences amongst products. This product is packaged in a “gable top” package with a sealed pour spout.
UHT- ultra high temperature. Criteria set by the USDA that describes a method of pasteurization which heats the milk up to a high temperature to create a longer shelf life for the product. There are various methods to achieve this, but essentially, all these methods kill all bacteria that are found in milk. Methods are: steam injection, plate heating, and tubular heating. Many processors today use UHT processing, yet ship and package in ESL packaging, so it can be confusing.
ASEPTIC: This is not merely a process, but also a package differentiation. Aseptic milk products are processed under UHT conditions, and then filled in a sterile environment into a sterile package. The results are that the product can be shipped and stored at room temperature (without refrigeration), normally for a period of 6-12 months.
The process itself is more expensive due to the cost of equipment, but also the package itself has a higher associated cost, since it must be sterile and also impervious to oxygen to keep it sterile. The associated benefits are longer shelf life, non-refrigerated storage, and lower transportation costs.
Now that you are familiar on the acronyms and terms, you can make an informed decision on what to purchase based on yours and your customer’s preferences. CT
Trish Corby is the President & CEO of the Good Cow Company- a dairy products and processing company that focuses on delivering innovative dairy solutions for food service and institutional customers. Her professional experience has been in operations and general management with various large multinational food manufacturers and coffee retailers.
The Ultimate Barista Challenge® Americas makes its debut at the Southwest Foodservice Expo in Houston!The Ultimate Barista Challenge Americas with coffee competitions in Latte Art, Espresso Frappe, Espresso Cocktail and Best of Brew Challenges
debuts at the Southwest Foodservice Expo in Houston, Texas! From June 22 – 24th Challengers & the Ultimate Barista USA NYC will match their coffee artistry against one another in a unique dueling barista format. This no holds barred espresso & brewed coffee competition where taste, talent and speed earn high marks with the UBC Taste & Technical Judges. There can be only 1! UBC founder Sherri Johns of WholeCup Coffee Consulting, LLC will preside over the Ultimate Barista Challenge Americas with commentary and introductions as the SWFE show attendees & audience members enjoy the event and cheer for their favorite challenger! Throughout the 3-day event enjoy tasting and witness the Ultimate Barista USA NYC, Mike Love, prepare his creative tasty coffee creation for audience members using sponsors products and equipment during the UBC Demonstration events! Find out how the professionals do it! Mel Forehand of the Texas Restaurant Association commented, “The Southwest Foodservice Expo is thrilled to have the Ultimate Barista Challenge, Americas as part of our event this year. Not only will the UBC bring great excitement and fun to the show floor, it will bring together our coffee and tea exhibitors, as competitors showcase the unique and creative ways attendees can utilize these products in their restaurants.” We are delighted to showcase UBC at our foodservice show in Houston where 10, 000 attendees per/day come to find the best in food & beverage.” The Ultimate Barista Americas Stage area we will feature an “espresso and coffee happy hour” of mixing and mingling with the Ultimate Baristi and our sponsors. Attendees and baristi can come onto the stage and share ideas and talk shop. This will provide an excellent opportunity to get up close and personal with the latest in coffee trends, equipment and people that make it happen.
This year’s winning UBC Challenger who garners the most medals in challenges will earn an invitation to the national UBC Challenges as the Ultimate Barista Americas. A coffee and barista trip of a lifetime!
SPONSORS: The Ultimate Barista Challenge Exclusive Espresso Machine Sponsor is GEEC / General Espresso Equipment Corp., Official Media Sponsor; CoffeeTalk Magazine, Exclusive Coffee Brewers and Grinders by BUNN-O-Matic Corporation, Exclusive Syrup and Flavoring Sponsor; Torani Syrups, Official Blender Sponsor; Vita-Mix® Corporation, Reg Barber Enterprises, Pallo/Joe Glow, theCafeGuide.com, BEST Coffee School and welcoming Diedrich Manufacturing, Inc as official Coffee Roaster Machines SponsorThe UBC is endorsed by the National Coffee Association of America and Presented by WholeCup Coffee Consulting. A portion of UBC proceeds are donated to the International Women’s Coffee Alliance.
For more information:The Ultimate Barista Challenge; www.ultimatebaristachallenge.comThe National Coffee Association of USA; www.ncausa.orgWholeCup Coffee Consulting; Danny or Sherri Johns, [email protected] International Women’s Coffee Alliance; www.womenincoffee.org
11June 2008CoffeeTalk
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Vaneli’s Fresh Cup Drip System
Handcrafted Coffees • Barista Tools • Parts • Grinders •Espresso Machines4125 Del Mar Ave, Suite 2, Rocklin, Ca 95677 ~ 866-482-6354 p ~ 916-315-2533 f ~ [email protected]
12 June 2008 CoffeeTalk
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The graphical interface is a feature I dig as a consultant. The client can insert photos of their offerings, which appear on the main screen. This eliminates language barriers and improves employees’ accuracy. It also helps curb employee theft and adding new or seasonal items is a breeze. It also comes with a cool name, The SP-1. Sounds like a spy satellite. The very first cash register was called the “Riddies incorruptible cashier” according to Ryan Volberg, CEO of Vivonet, a web based POS system manufacturer.
Their Halo™ system is not a really cool video game although the concept is cutting edge. Being web-based means the only hardware a customer needs to have is the screen itself and a cash drawer. It also offers scalability for multiple store businesses by handling all functions except input from an off-
site, secure server. Ryan told me that Vivonet “gives their customers the best of the big retail chains for the price of a cash register.” Now you all know I am all about the quality of the product be it coffee, tea or any number or combinations of foods & beverages contained within the walls of a specialty shop. So on the surface you may think I would frown on a promotional gimmick or sales stunt. Well
as many have underestimated me before I never take for granted good marketing. Today’s POS technology offers up some cool ways to make buying coffee easy, fun, and rewarding. Take for example MICROS Systems, Inc. “The coffee business has become extremely competitive, making customer loyalty an imperative part of everyday business,” stated Louise Casamento, Vice President of Marketing for MICROS Systems, Inc. “Beyond providing the industry with solid point-of-sale solutions, MICROS offers its customers a tightly integrated product called MICROS iCare, which provides an easy way to setup and manage gift cards and point-based loyalty programs with enterprise level reporting for management and account access via the internet for customers. In addition, MICROS offers mymicros.net, a real-time business intelligence tool which provides management actionable, real-time metrics to control its unit operations and further drive customer loyalty.” Rewarding customers first with great quality and great service and then providing more convenience and accessibility is just smart business and I encourage all my clients to incorporate it into their overall marketing strategy. POS systems are not as complicated as they once were. Training new employees now takes around twenty minutes vs. two days and most importantly, they are not as expensive. Before you spend much money on your new coffeeshop, plan what you want your system to do and then check out these reputable manufacturers. DO NOT be tempted with a $200 cash register from the mega mart. And if you’re one of those 74% of retailers languishing behind a grubby cash register, c’mon check these babies out; you’ll be glad you did. CT
David Haddock is the founder and president of Coffee Hows, Inc. and the Executive Director of the East Coast Barista and Coffee School in Charlotte, N.C. For more information, please contact him at [email protected] and visit the website www.coffeehows.com
POSLet your Fingers do the TenderingBy David Haddock
The young waitress took our order and upon leaving, casually walked over to an anteroom, and in seconds, had keyed in our table location, menu selections (which carried with it the price per item) and most importantly, for her at least, her user code. As the evening progressed and we added to our orders dessert and undrinkable coffee, she simply keyed in each addition without any fuss and with great accuracy. To be sure, Point of Sale (POS) systems that have been widely distributed throughout the foodservice industry have taken hold in the independent coffee world as well. It is the most progressive technological sector in our industry and the most exciting. Step into any properly financed specialty coffee shop and a shining face standing behind a computer screen asking for your order will greet you. POS systems come in many varieties and can be programmed to provide a myriad of functions. For example:
While the above chart is basic, you kind of get the idea that today’s computer-based systems are leaps and bounds ahead of the typical cash register in terms of capability and ease of use. It is not enough to just ring in an order these days, no, the meticulous owner/operator needs his POS to do more. Because of high staff turnover in the foodservice industry, easy training of new employees is critical. Back in the day, a POS company would send out their rep to conduct training for a day or two. This would have been great if staffs remained intact for a long period and the system was not so cumbersome, even if it had really cool features, it was often too difficult and time-consuming to learn and apply them. Thankfully, things are getting easier. In my quest for what is out there in POS land, I found a common thread of opinion in the ranks of POS companies and it is this: Because people are becoming more computer literate, they are more readily able to learn and apply the systems that look like something familiar. 10 years ago, we were still trying to figure out email or these new cell phone devices. Now, unless you have been on sabbatical in Karakorum, you are aware of how to use these conveniences. Let’s start at the beginning. Eight years ago, the only option for POS solutions in indie coffee shops were systems that were adapted from other industries. Then along came Coffee Shop Manager (CSM).
The first system specifically designed for coffee shop applications, they set the standard for smart, easy to use hardware and software. Lee Alexander, VP of Sales and Marketing for CSM said, “Coffee Shop Manager now has over 1500 locations in all 50 states that have purchased our system since 2001. One of the things that we have seen more in the recent past is the ‘evolution of the coffee shop’ into selling more true retail items and a broader array of specialty items. We previously saw the expansion of drink choices being offered by our customers. Now,
we are seeing more prepackaged retail teas, bulk tea, tea accessories, and specialty chocolate. On the other end of the spectrum, we are seeing more quick serve prepackaged food items being sold (more ‘grab and go’). This may be a result of specialty coffee’s reach extending beyond the urban centers where shop owners have better access to items like high quality baked goods.” Keeping up with trends as shops and products evolve is a challenge for every manufacturer. In addition, keeping up with applications and client needs and wants is equally as challenging. Forward thinking and customer centered planning helps software developers anticipate what is around the corner.
Mike Spence, VP of SelbySoft, Inc. told me that his customers are looking for specific applications and services in the systems he sells. I have to tell you, this is one easy system to learn. The requirements are:
Name Web Page PhoneAdusa, Inc. www.adusainc.com 630.663.8800Applied POS Inc. www.appliedsbc.com 425.284.2470APS Innovations, Inc www.apspos.net 800.594.4146ASI/Restaurant Manager/Write-On Handheld www.actionsystems.com 800.356.6037Cash Register Center cashregistercenter.com 303.466.8076Coffee Shop Manager www.coffeeshopmanager.com 866.447.0033Custom Retail Solutions www.mytruecard.com 888.474.4785Edge Studios www.edgestudios.com 800.390.7857Information Systems & Supply Iss4pos.com 360.693.2325InfoSpec Systems www.profitek.com 604.248.2348Maitre'D by POSERA www.maitredpos.com 514.499.1312Micros Systems Inc www.micros.com 866.287.4736NCR Corporation www.ncr.com 866.431.7879Panasonic Information Systems www.panasonic.com 800.532.1772PC America www.pcamerica.com 800.722.6374PlastiCard Plus www.plasticardplus.com 615.822.7774Preferred Market Solutions, LLC. www.preferredpatron.com 800.531.1108Radiant Systems, Inc. - featuring the Aloha product suite www.radiantsystems.com 770.576.6000Selbysoft, Inc. www.selbysoft.com 800.454.4434Silverware POS www.silverwarepos.com 888.510.5102Streamline Solutions www.trimpos.net 800.254.3159Sunrise Technology Group, Incorporated www.sunrisepos.com 714.444.2833
POS Directory
"Technology is constantly evolving and everyone is becoming more tech-savvy. That said, Radiant Systems believes that a great point of sale solution should be able to accomodate an end-user who is not necessarily computer literate. At the end of the day, it’s all about us being able to help our customers manage their realities. Coffee shop owners want the freedom to run their restaurant and make guests happy -- and they shouldn't spend hours ramping up new employees on their POS systems." John Kirk, VP of North American Distribution; Radiant Systems
13June 2008CoffeeTalk
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Good cow. Great milk.
It’s a milk revolution. Join the mooovement!
208.884.4299 goodcow.com
Great Taste
Less Waste
Cold Filtered
Directly Sourced
Less Storage Space
No Hormones Added
FROMTHESTARTTH
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UCED CARBO
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OT P R I N T
14 June 2008 CoffeeTalk
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Design & Layout Services
800.471.8448
www.designlayout.com
Since 1996, Design & Layout Services has worked with over 600 clients
interested in opening a café or starting a coffee shop. Services include
floor plan design, health department coordination, construction docu-
ments, cabinetry and equipment sales. Services available nationwide.
See our ad on page 30 / Booth 1504
The Good Cow Company
208.884.4299
www.goodcow.com
Good Cow produces fresh and aseptic concentrated milks and beverages
for the coffee industry. Our milks have no added hormones, have the
highest quality standards, are direct farm sourced, space efficient, and
cost effective. Our milks achieve a 30 day fresh and 180 day aseptic
shelf life.
We have our own proprietary dispensing technology which includes
programmable portion control for improved management of milk usage.
See our ad on page 13 / Booth 1106
Visions Espresso Services
206.623.6709
www.visionsespresso.com/
Visions Espresso Service has been in Seattle providing quality espresso
NCA President’s ColumnBy Robert Nelson
Astoria-General Espresso Equipment Corp.
336.393.0224
www.astoria.com
Astoria General Espresso is a
subsidiary of CMA of Italy, which is one
of the largest manufacturer of commercial espresso coffee machines
worldwide. CMA has been certified ISO 9001 for the highest quality
standards applied to all aspects of the manufacturing process, making
its espresso machines the most dependable on the market.
See our ad on page 30 / Booth 1704
Baskets-n-Bags
800.274.0475
www.baskets-n-bags.com
NM
Our company, Baskets-n-Bags is one that strives to pro-
vide high quality jute/burlap packaging. Our products range from large
jute/burlap bags to display bags for packaging coffee to our line of
Coffee Bean jewelry Coffee Couture; this line also includes
personalized coffee bean coasters. We can create packaging especially for
you with a hand screened logo at a low cost, never a
set-up fee. Our products are made in India, where our fair-trade factory
keeps people safely employed. Come and see what
reusable/biodegradable packaging can do for all of us!
See our ad on page 25 / Table Top 8
DaVinci Gourmet/Oregon Chai/Jet
888.676.3832
www.davincigourmet.com
Da Vinci Gourmet® provides products
specially formulated for the specialty coffee
industry. We are a proud supporter of Coffee Kids and the USBC.
JET® provides premium quality smoothie & frappe mixes for all your
blended beverage needs. Jet Fruit & Tea Smoothies are easy to prepare,
just pour over ice & blend. Jet Beverage Bases are your answer to
offering a healthier, high quality frappe using your espresso!
Oregon Chai, the #1 Chai in the US, offers a full line of chai con-
centrates. Only Oregon Chai is available in innovative flavors including
Original, Extra Spicy, Energy and Yerba Mate.
See our ad on page 32 / Booth 1004
machines, brewing equipment, grinders, parts and service since 1986.
We carry a full line of hard to find espresso accessories at the best
possible pricing. Our goal is to save you time, money and enable you
to make the best possible specialty beverages for your customer. Please
let us know if we can help you in anyway. Great Products and Service
is Our Business!
See our ad on page 29 / Booth 1707
Vita-Mix Corporation
800.437.4654
www.vitamix.com/foodservice
Since 1921, the Vita-Mix®
Corporation has been a leader
in blender technology. As a recognized leader and the blending expert
in the foodservice industry, operators have come to rely on the Vita-Mix
brand name for the very best in blending equipment. Our innovative
commercial drink, ice-portioning, and food blenders are used in major
restaurant chains, smoothie shops, nightclubs, coffee shops, hospitals,
culinary art schools and institutions. Reliable, powerful Vita-Mix blenders
will improve your speed of service to reduce customer wait-time, handle
dense ingredients quickly and easily, and provide a consistently smooth
drink that enhances your customers’ experience.
See our ad on page 30 / Booth 1003
Please visit these CoffeeTalk advertisers at Coffee Fest Hawaii
Whatever divergent paths brought us together as part of the mosaic of the coffee business, whether it’s a roaster seeking to enhance the consumer’s experience, or a grower looking to develop a better quality bean, what we all have in common is a desire, a need and an ideal; to make a better life for our families and to ensure the future success of the coffee industry. If we are going to triumph over the challenges we face today and those that are bound to be on the horizon, as an industry we must recognize what we have in common and work together to achieve our goals. When we look at coffee and how it impacts our environment, sustaining families and bridging international borders, there is a deep connection and a rich history that touches all segments of the industry from the farmer to the retailer. With this connection comes a responsibility to harness the collectively power and intellect of our industry into one united force built on trust. Creating trust with growers and suppliers has always been a top priority for the NCA. In 2008 we have an unprecedented opportunity to cultivate that spirit of cooperation with our farmers to continue to build trust among them, to ensure sustainability by forging relationships that are based not simply upon what we need today, but what we as an industry we’ll need in the years and decades from now. It takes the power of people working together to achieve this, not just when a crisis crops up but as a regular part of doing business, each of us contributing to the long-term success of the entire supply chain. But first and foremost it is critical that we have one strong, united industry here at home; leaders of the industry joining together identifying and executing realistic and viable approaches, competing together as a unified industry in the fight for discretionary dollars, promoting consumption and ensuring a business environment that is conductive to growth. We must focus on the execution of ideas and concepts that can be implemented and can garner industry wide support that benefit all in the coffee community.
If farmers cannot sustain crops or feed their families, we lose. If tariffs are present, impeding consumption growth we lose, if government regulation unnecessarily adds costs and cuts into profits we lose, and if consumers stop drinking coffee because of perceived negative health impact, we lose again. An example of government regulation adding unnecessary costs is Sen. Dingell’s (D-MI) discussion draft bill, entitled the Food and Drug Administration (FDA) Globalization Act of 2008. The user fee requirement, as it is presently constituted, would add burdensome costs throughout the supply chain whether it is domestic facilities here in the US or mills throughout the world. The NCA is lobbying hard to in opposition to the user fee requirement because ultimately this affects us all, and therefore it is vital that we partner together to fight it. The NCA’s success has not come overnight or by accident, but it is measurable by one factor – the pledge by members of this industry to not just play a casual role in our efforts, but an active and vital role. All of our members have stepped up to the plate – whether they are small, medium, or large – in a leadership role that has been critical to our advancement as a product. And each of our members represents the fervent growth and keen innovations that will define and surely exceed our own expectations. The coffee business, or any business, does not have to be about winners and losers. Trust and growth and prosperity comes when all of us are making money, when each of us from Mexico to Milan are trading fairly and cooperatively; when consumers buy and farmers grow. Using our resources to give back, to educate, to connect, to build trust – these are all actions that not only impact our world, they impact our bottom line. And we all have an opportunity to be a global leader in unifying and strengthening our industry; crafting models where all levels and segment of the supply chain work together in a free exchange of ideas, security and progress. CT
15June 2008CoffeeTalk
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beverage on the move™Coffee Bean #7312beverage on the move™
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The Rocket Man backpack beverage dispensers can be used for a variety of products.Call 800-921-0199. Visit www.rocketman.com.
16 June 2008 CoffeeTalk
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Judy Ganes' latest
comprehensive report– "The Global Soluble Coffee Market" is
available for purchase. Visit www.JGanesConsulting.com
for more information
By Judith Ganes-Chase, President, J Ganes Consulting, LLC
www.jganesconsulting.com
This is the time of year when there is the most uncertainty about the future direction
of coffee prices. The Brazilian winter is rapidly approaching and if a frost occurs in
the coffee belt, it could be devastating for the 2009-10 harvest, which would only start
to flower later this year. Prices would surely rise to unprecedented levels given the
low level of stocks that currently exist in Brazil. Although the 2008-09 harvest, which
is getting underway, is expected to be perhaps the second largest crop ever, it will
barely be sufficient to cover demand for this year and provide a cushion for the next
season when production should be cyclically lower, even without the outlook being
comprised by weather. However, frosts rarely happen. There was a minor frost in
2000, but the last major frost was in 1994, fourteen years ago. In the past 125 years
there have been only 31 incidents of frost, with only a few considered devastating.
The coffee belt has migrated further north out of harm’s way, also greatly reducing
the risk of damage, even if there was a cold snap. The earliest recorded frost was
May 31 back in 1979 and frosts have occurred as late as September, but the largest
clustering has been in June and July.
While the market is sensitive to the weather at this time of year, most of the
time, prices come under seasonal pressure falling under the weight of the advancing
Brazilian harvest. Prices typically bottom out by August. Given these uncertain price
parameters, how do roasters protect themselves from the risk of potentially explosive
price action, yet at the
same time take advantage
of the seasonal break
in prices to purchase
coffee without spending
too much money for
this price insurance? My
recommended strategy
would be to employ a
strategy called a back
spread, which utilizes
options on futures traded
on the ICE.
The purchase of an
outright call, especially at
this time of year given the
weather premium that is
built into the price, can
be very costly. While it
protects against unlimited
upside potential, the
expense of the calls can
be prohibitive and locks
you in at much higher
price than you may be
comfortable paying and
therefore many roasters
do without this insurance
and take the gamble that
the weather will not be
an issue. In most years,
this works, but for the
one year when there is a
problem, the impact on
your bottom line could
be catastrophic. With a
backspread, the cost of
the calls is offset by selling a much lower strike price call that would be deep in the
money. The money received for this call would cover the cost of the purchased calls,
sometimes even for a small credit. This strategy works best when you are attempting
to reap large rewards from an extreme upside move, yet at the same time if the
market collapses; the short call pays for all of the long
calls. Normally, the option would be done in a ratio
with the purchase of three calls against the sale
of one call. Never, do the opposite, where you
sell more calls than you purchased as this
leaves you exposed to excessive market risk,
something you should avoid. CT
Judy Ganes
How to Protect Oneself Using
Options
Option Review:Option-standardized contract for the right to buy or sell a futures contract under certain preset conditions.
Call Option - the right, but not the obligation to buy a specified amount of cotton for a certain period of time at a specified price.
Put Option - the right, but not the obligation to sell a specified amount of cotton for a certain period of time at a specified price.Each option transaction involves two parties: a buyer (holder) and a seller (writer or grantor).
Premium - cost of option– (example: September $1.40 = 8.00 cts/lb.
Term - duration of the contract – e.g. - September.
Strike Price - the value at which the buyer of the call or put has the right to exercise the coffee contract– (example: $1.40
Exercise - the process by which the owner of the option executes the contract-- put owner sells or call owner buys the underlying coffee contract.
of the option.
the risk of being assigned a position opposite that of the holder in the underlying futures market at any time during the life of the option.
long futures position and the option writer is assigned a short futures position at the options strike price.
market at any given time, they assume a potentially unlimited risk and therefore are required to maintain a margin account.
back their options in the market.
chart 1 chart 2
AK Juneau Heritage Coffee Co. 800.478.5282AK Ketchikan The Green Coffee Bean Company 907.247.5621AK Little Rock River City Coffee & Tea 800.661.1496AK North Pole North Pole Coffee Roasting Company 907.488.7190AL Birmingham Prime-Time Roasters 205.444.1446AL Birmingham Royal Cup Coffee Roasters 800.366.5836AL Birmingham Red Mountain Coffee Roasters 205.945.8970AL Leeds Higher Grounds Roasters Inc. 800.794.8575AR Fort Smith Silver Joe’s Coffee Company 866.558.6333AR Fort Smith Fresh BeanZ Coffee 479.452.2404AR Jacksonville Biffs Coffee Roasting Co. 800.438.2433AR Little Rock The Ultimate Coffee 267.620.3218AZ Phoenix Coffee Reserve, Inc. 888.755.6789AZ Phoenix Espressions Coffee Roastery 480.946.9840AZ Phoenix Lindsey Coffee Co. 800.345.1984AZ Scottsdale Village Coffee Roastery 480 905 0881AZ Scottsdale Volcanic Red Coffees 480.922.3674AZ Scottsdale Mokarabia, USA 480.998.8807AZ Tempe Lost Dutchman Coffee Roasters 623.217.1304AZ Tempe Cortez Coffee Roasters 800.992.6782AZ Tempe Momentto Coffee Roasting Company 480.948.8501AZ Tucson Arbuckle Coffee 800.533.8278AZ Tucson Desert Rain Coffee 520.297.0246AZ Tucson Roaster X 520.791.0400BC Richmond Canterbury Coffee Corp. 604.270.2326CA Alhambra La Mill Coffee Specialists 606.202.0100CA Aptos Surf City Coffee Company 831.430.9112CA Atascadero Joebella Coffee 805.461.4822CA Baldwin Park Tropical Premium Coffee 866.813.1006CA Bell Gardens Lingle Bros. Coffee, Inc. 800.352.2500CA Berkeley Pacific Bay Coffee Co. & Micro-Roastery 510.845.2324CA Berkeley Kavanaugh Coffee Roasting Company 510.843.3040CA Canoga Park Rocky Roaster 818.347.1378CA Canoga Park Froid Coffee Company 818.313.8661CA Carlsbad Hawaii Coffee Company/ca 800.338.8353CA Carmel Carmel Coffee 831.624.5934CA Carmel Joy Brazil Coffee, Inc 831.625.1426CA Ceres Chatz Roasting Company 800.792.6333CA Ceres Zoe’s Coffee Roasting Company, Inc. 209.541.3877CA Coronado, Blue Bridge Coffee 619.435.5300CA Culver City City Bean 323.965.5000CA Davis Java Detour 530.756.8020
CA El Cajon Renegade Roaster Design Group 619.590.3600CA El Cajon GROW a LOT 619.997.5006CA El Cajon Daymar Select Fine Coffees 619.444.1155CA Emeryville Peaberry’s Coffee & Tea Co. Inc. 510.420.0473CA Emeryville Peet’s Coffee & Tea 510.594.2100CA Emeryville McLaughlin Coffee Company 510.428.2951CA Eureka Humboldt Bay Coffee Co 800.787.5282CA Fort Bragg Zona Alta Coffee 707.964.8200CA Fremont Sujus Coffee & Tea 510.742.8880CA Gardena Family Food Company, Inc. 310.715.2698CA Hayward Roast de Gourmet, LLC 510.783.1010CA Irvine Specialty Coffee, LLC 800.900.5282CA Irvine Danesi Caffe USA Inc. 646.742.9798CA Irvine Halo Brand 949.551.2588CA Irvine Diedrich Coffee Inc.-CA 949.260.1600CA Junction City Strawhouse Organic Coffee Roaster 530.623.1990CA Laguna Niguel South Coast Coffee 949.443.5113CA Lake Forest Black Mountain Gold Coffee 800.487.8445CA Long Beach It’s A Grind Coffee Franchise, LLC 562.594.5600CA Los Angeles Groundwork Coffee Co. 323.930.3910CA Los Angeles Mocha Kiss Coffee 323.512.9800CA Los Angeles Start-up 704.564.9679CA Los Angeles Bradford Coffee 323.268.2333CA Manteca Jesus Mountain Coffee 209.823.3121CA Menlo Park Josuma Coffee Company 650.366.5453CA Mentone Inland Empire Coffee Company 909.794.2255CA Murrieta Java Kai 866.528.2524CA Murrieta Cafe Bravo Coffee Roasting Co. 951.691.5420CA Newport Beach Kean Coffee 949.642.5326CA North Hollywood The Supreme Bean Coffee Roasters 818.506.6020CA Novato Masterpiece Coffee 415.884.2990CA Oakland Bartlett Coffee Company 510.697.1234CA Oakland Mr. Espresso 510.287.5200CA Oakland Peerless Coffee & Tea Company 510.763.1763CA Oakland Scarlet City Roasters 510.708.1402CA Ontario Coffee Brothers, Inc. 909.930.6252CA Orangeville Badda Bean 916.410.0314CA Pasadena Coffee Roasters of Pasadena 626.564.9291CA Pasadena Jones Coffee Roasters 626.564.9488CA Pasadena Jones Coffee Roasters 800.729.8114CA Redwood City CoffeeTec Roastery Development 650.556.1333CA Sacramento Java City 877.528.2289
CA Sacramento Beantrees Organic Coffee Co. Inc. 916.444.1164CA San Diego Plantation Station Coffee Roasters 858.676.8306CA San Dimas Coffee Klatch Roasting 877.455.2824CA San Francisco Jeremiah’s Pick Coffee 877.537.3642CA San Francisco House Of Coffee 415.681.9363CA San Francisco Capricorn Coffees, Inc. 415.621.8500CA SAN JOSE Willow Tree Coffees 408.472.7086CA San Leandro Roger’s Family Company 800.829.1300CA San Rafael Equator Estate Coffees & Teas, Inc. 800.809.7687CA Santa Barbara Hair Raiser Coffee 866.972.4737CA Santa Clara Barefoot Coffee Roasters 408.248.4500CA Santa Cruz Pacific Espresso 831.429.1920CA Santa Fe Springs Apffels Coffee Co. 800.443.2252CA Santa Paula Clean Foods, Inc. 805.933.3027CA Santa Paula Limoneira Coffee & Tea Co. 866.321.8953CA Santa Rosa Ecco Caffe 707.525.9309CA Santa Rosa Loring Smart Roaster 707.526.7215CA Sebastopol Taylor Maid Farms LLC 707.824.9110CA Sonora Sonora Gold Coffee Roasters 209.589.9368CA South Lake Tahoe Alpen Sierra Coffee Roasting Company 530.541.1053CA S. San Francisco Mountanos Brothers Coffee Company 800.624.7031CA Suisun Bay Area Coffee, Inc. 707.864.6264CA Truckee Truckee Coffee Roasters 530.587.2583CA Vernon F. Gaviña & Sons, Inc. 800.428.4627CA Vista Adore Espresso 800.570.9010CO Berthoud Devils Backbone Coffee Roasters 866.776.5288CO Boulder Brewing Market Coffee 303.447.9523CO Breckenridge Breckenridge Coffee Roasters 970.453.5353CO Colorado Springs High Rise Coffee Roasters 719.633.1833CO Colorado Springs Buy Well International 877.294.6246CO denver ink! Coffee 303.296.8216CO Denver Gourmet Reserve LLC 720.849.3213CO Denver Boyer Coffee Company, Inc. 800.452.5282CO Denver Dazbog Coffee Company 303.892.9999CO Denver Cafe Novo Coffee Roasters, LLC 303.295.7678CO Denver Cafe Cartago 303.297.1212CO Denver The Scottish Roaster, LLC 303.922.3104CO Denver Kaladi Coffee 720.570.2166CO Durango Durango Coffee Company 800.748.2275CO Englewood Mountain State Golden Roast, LLC 303.868.4454CO Fort Collins Cafe Richesse 970.484.1979CO Grand Junction Colorado Legacy Coffee 866.344.6558
Specialty Coffee RoastersSpecialty Coffee RoastersThis is a listing of current SCAA Wholesale Roaster members. If you would like to add or edit your listing, please use our online form at www.CoffeeTalk.com.
CoffeeTalk18 June 2008
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CO Minturn Vail Mountain Coffee & Tea 970.827.4008CO Pueblo Solar Roast 719.544.2008CO Steamboat Springs Steamboat Coffee Roasters 970.879.4276CO Thornton Allegro Coffee 303.444.4844CT Branford Willoughby’s Coffee & Tea 800.388.8400CT goshen coffee-tea-etc,llc 860.491.9920CT Hartford Baronet Coffee Inc. 860.527.7253CT Lyme Ashlawn Farm Coffee 860.434.3636CT Newington Omar Coffee Co., Inc. 860.667.8889CT Old Saybrook Barrie House Coffee & Tea Co. 860.388.3605DE Delaware City Delaware City Coffee Company 302.832.3303FL Boca Raton 30 West Gourmet Coffee 561.367.0405FL Cape Coral Java D’Oro Gourmet Coffee Roasters 800.381.1752FL Clearwater Cinnamon Bay Coffee Roastery 727.466.9200FL Clearwater Melitta Usa, Inc. 888.635.4882FL Cocoa Beach Wahoo Coffee Co 321.799.2464FL Coral Gables Cafe Bom Dia 888.470.8010FL Deerfield Beach Boca Java 888.262.2528FL Fernandina Beach Latitudes Coffee Roasters & Tea Merchants 904.277.8081FL Fort Lauderdale Javalution Coffee Company, Inc. 800.260.6114FL Gainesville Sweetwater Organic Coffee Company 352.372.8342FL Hollywood San Giorgio Coffee 888.253.6881FL Jacksonville Martin Coffee Co. 904.355.9661FL Key West Island Joe’s Coffee 305.294.1190FL Key West Baby’s Place Coffee Bar, Inc. 305.744.9866FL Melbourne Carmo Specialty Coffee 321.298.0805FL Miami Cafe Don Pablo 305.249.5628FL Miami Bebidas y Alimentos S.A. (BASA) 504.551.6909FL Miami Colonial Coffee Roasters, Inc. 305.634.1843FL Miami Cafiver, S.A. De C.V. 866.511.1051FL Port Charlotte Mrs. McDougalls Roasting House LLC 941.276.0381FL Santa Rosa Beach Amavida Coffee and Trading Company 850.376.1650FL Sarasota Latitude 23.5 Coffee & Tea 877.260.9212FL Sarasota One World Coffee and Tea 941.400.2160FL South Miami Abecafe Plantations LLC 786.385.5945FL St Augustine Mystic Bean Coffee Company 904.669.7610FL st petersburg Kahwa Coffee Roasting 727.388.1340FL Tampa Valrico BROS. Coffee Co. 866.792.3267FL Tampa Javamo Coffees Inc. 877.282.7066FL Tampa Bay Coffee & Tea Company 813.841.3149FL Tampa Joffrey’s Coffee 813.250.0404GA Americus Cafe Campesino, Inc. 229.924.2468GA Atlanta Partners Coffee Company 404.344.5282GA Atlanta Atlanta Coffee Roasters 404.636.1038GA Atlanta JavaJoe Java Co. 678.315.5717GA Atlanta Beanealogy 678.296.1770GA Atlanta The Buckhead Coffee Company 866.407.3090GA Atlanta, Martinez Fine Coffees 800.642.5282GA Decatur Atlanta Coffee & Tea Company 770.981.6774GA Duluth Coffee Coffee Coffee!!!, Inc. 678.473.1400GA Gainsville St. Ives Coffee Roasters, Inc. 770.287.3200GA Griffin Safehouse Coffee and Tea 770.228.6611GA Marietta Rona Inc 770.421.9600GA Marietta Queensport Coffee 800.747.1984GA Roswell Viazza Coffee 770.664.5176GA Smyrna Lakehouse Coffee 404.799.7774GA Smyrna Atlanta Coffee Supply Group 404.799.7774GA Tyrone Jungljava Coffee Co. 678.463.7836GA Woodstock Zambia Coffee Growers Association 800.803.7774HI Capt. Cook Captain Cook Coffee Co 808.322.3501HI Captain Cook Fike Farms 808.328.2265HI Captain Cook Koa Coffee Plantation 808.328.8803HI Captain Cook Hoku Lani, Inc. 808.328.9910HI Hanapepe Lappert’s Hawaii 808.335.6121HI Holualoa Sugai Kona Coffee 808.322.7717HI Holualoa Buddha’s Cup 808.322.6712HI Honolulu Hawaii Coffee Company 808.847.3600HI Kahului, Maui Maui Coffee Roasters 808.877.2877HI Kailua-Kona Kona Brothers Coffee Roasting Inc. 808.331.0800HI Kailua-Kona Hula Bean Coffee Inc. 808.329.6152HI Kailua-Kona Mountain Thunder Coffee/Plantation Int’l Inc. 808.325.2136HI Kalaheo Kauai Roastery 808.346.7244HI Kauai Kauai Coffee Co. 808.335.3440HI Kealakekua Greenwell Farms Inc. 808.323.2862HI Kealakekua, Kona Kona Joe Coffee LLC 808.322.2100HI Kualapuu Coffees of Hawaii 808.567.9490HI Puunene Maui Oma Coffee Roasting Co., Inc. 808.871.8664IA Cedar Rapids L & L Coffee Company 319.361.4787IA Des Moines US Roasterie 515.243.8805IA Urbandale Friedrichs Coffee 888.612.5050ID Boise Treasure Valley Coffee, Inc. 208.377.8488ID Coeur d’ Alene Cafe Avion 877.432.7890ID Sand Point Monarch Coffee Inc. 208.265.9382IL Bourbonnais Moon Monkey Coffee Company 815.304.1922IL Champaign Columbia Street Roastery 217.352.9713IL Chicago Intelligentsia Coffee Roasters & Tea Blenders 312.563.0023IL Chicago The Coffee and Tea Exchange 866.266.1936
IL Chicago Specialty Coffee Retailer 832.444.7675IL Chicago Metropolis Coffee Company 773.764.0400IL Deer Park HealthWISE Gourmet Coffees LLC 800.984.0000IL Downers Grove Sara Lee Foodservice 800.682.7272IL Edwardsville Goshen Coffee Company 618.659.0571IL Evanston Casteel Coffee 847.424.9999IL Geneva Cafe Navilu 866.339.1004IL Gurnee Hearthware Home Products Inc. 888.689.2831IL Hanover Coffeemaria 630.768.2043IL Huntley Chicago Coffee Roastery, Inc. 847.669.1156IL Lake Forest PACTIV Corp 847.482.2700IL Loves Park JavaMania Coffee Roastery Inc. 888.280.5282IL North Chicago Coffee Fresh, Inc. 847.578.0772IL Palos Hills South Chicago Coffee 708 228.0873IL Plainfield Kingdom Coffees, Inc. 815.609.6982IL Schiller Park Fratelli Coffee Co. 847.671.7300IL Spring Grove Coffee Masters, Inc. 800.334.6485IL Woodridge Sun Rich International 630.972.0306IN Avon Bear Creek Coffee 317.272.1446IN Fort Wayne Three Rivers Coffee Co. 260.469.2233IN Greencastle, Jameson Coffee 800.694.9559IN Indianapolis Hubbard and Cravens Coffee Company 317.251.3198IN Indianapolis Julian Coffee Roasters 317.247.4208IN Indianapolis Stanton Coffee 866.280.1230IN Indianapolis Harvest Cafe Coffee Roasters 317.585.9162IN Muncie Alliance World Coffees 765.282.1004IN noblesville Noble Coffee & Tea 317.773.0339KS Lawence Z’s Divine Espresso, Inc. 785.842.7651KS New Century Danisco USA, Inc. 913.764.8100KS Topeka Cuppa Jane Coffee and Tea 800.227.3662KS Wichita Corsair Coffee Roasters 316.941.9995KS Wichita Riffel’s Coffee Co. 316.269.4222KY Louisville john conti Coffee Co. 502.499.8600KY Louisville Heine Brothers Coffee 502.456.5108KY Winchester Southern Heritage Coffee Co. 727.573.0101LA Baton Rouge Community Coffee Company, L.L.C. 225.368.4544LA Baton Rouge River Road Coffee, Ltd. 225.751.2633LA Covington New Orleans Coffee Works 866.766.6629LA Kenner Coffee Roasters of New Orleans 800.344.7922LA Metairie C.E. Colomb Co., LLC 504.304.1224LA Natchitoches Cane River Roasters 318.354.7747LA New Orleans French Market Coffee 800.554.7234LA Shreveport TheArtofCoffee.org 318.347.3205LA Shreveport Jelks Coffee Company, Inc. 800.235.7361MA Acton Terroir Coffee 866.444.5282MA Canton Dunkin’ Brands 781.737.3000MA Chicopee Galapagos Coffee Roasters 413.593.8877MA Lee Barrington Coffee Roasting Co., Inc. 800.528.0998MA Malden New England Coffee Co 800.225.3537MA Northampton Indigo Coffee Roasters 800.447.5450MA Northborough Armeno Coffee Roasters 508.393.2821MA Sommerville Coffeelands Landmine Trust 800.325.3008MA West Newbury Invalsa Coffee 978.363.8100MA West Wareham Jim’s Organic Coffee 800.999.9218MD Annapolis Caffé Pronto Coffee Roastery 410.626.0011MD Bethesda Arawak Coffee, LLC 301.365.3383MD Crofton Chesapeake Bay Roasting Company 800.927.6885MD Laurel Orinoco Coffee & Tea, Ltd. 410.312.5292MD Millersville The Cosmic Bean Coffee Company 410.370.1782MD Nottingham Keffa Coffee LLC 410.369.8997MD Rockville Mayorga Coffee Roasters, Inc. 877.526.3322ME Bar Harbor Benbow’s Coffee Roasters 207.288.2552ME Brunswick Wicked Joe 207.725.1025ME N. Berwick Carpe Diem Coffee Roasting Co. 207.676.2233ME Rockland Rock City Coffee Roasters 207.594.5688ME Westbrook The Freaky Bean Coffee Co 877.278.0175MI Ann Arbor Zingermans Coffee Roaster 734.929.6060MI Bay City The Harvest Coffeehouse & Beanery 989.893.0872MI Brooklyn The Evelyn Bay Coffee Company, Ltd. 800.216.7617MI Farmington Hills Chazzano Corp 248.737.9154MI Flushing The Coffee Beanery 888.385.2326MI Goodrich Shadrach, Meshach & ABeanToGo 248.819.7780MI Grand Rapids Schuil Coffee 616.956.6815MI Grand Rapids Ferris Coffee & Nut Co. 616.459.6257MI Jackson Jackson Coffee Co. 517.990.6770MI Kalamazoo Water Street Coffee Joint 269.373.2840MI Lake Leelanau Higher Grounds Trading Co. 877.825.2262MI Lansing Paramount Coffee Company 800.968.1222MI Nunica Magnum Coffee Roastery 616.837.0333MI Okemos Coffee Barrel 517.349.3888MI Plymouth Coffee Express Co. 734.459.4900MI Troy Enchantment Coffee 734.945.4037MI Walled Lake Java Master 248.669.1060MI Waterford Beanstro Specialty Coffee Roasters 866.239.1212MN Anoka Paradise Roasters 877.229.6336MN Buffalo Custom Roasting, Inc. 763.682.4604MN Buffalo Asplund Coffee LLC 763.682.6633
MN Duluth Alakef Coffee Roasters, Inc. 218.724.6849MN Le Center European Roasterie, Inc. 507.357.2272MN Minneapolis Flamenco Organic Coffee Co. 612.728.7208MN Minneapolis Caribou Coffee Company, Inc. 888.227.4268MN Mpls B & W Specialty Coffee Co. 800.331.2534MN Paynesville Midnight Roastery 320.333.0168MN Saint Paul White Rock Coffee Roasters 651.699.5448MN St. Louis Park Tom Becklund Coffee 952.929.9027MO Chesterfield LGC, LLC 314.277.9585MO Kansas City Parisi Artisan Roasters 816.455.4188MO Kansas City The Roasterie, inc. 816.931.4000MO Laurie Omega Coffee Co. 866.855.3267MO Raytown Puddin’ Head Coffee 816.868.5581MO St Louis Mississippi Mud Coffee 314.369.0432MO St. Louis Ronocco Roasters 800.428.2287MO St. Louis Chauvin Coffee Corp. 800.455.5282MO St. Louis Ronnoco Coffee Co. 314.371.5050MT Billings Rock Creek Coffee Roasters 406.896.1600MT Billings City Brew Coffee & Cool River Roasters 888.545.4675MT Billings Beartooth Coffee Roasters 877.777.5282MT Great Falls Cool Beans Coffee Pub 406.454.8860MT Great Falls Morning Light Coffee 800.290.8443MT Great Falls Montana Roastery Group Inc. 406.453.8443MT Kalispell Fieldheads Coffee Company 406.249.5775MT Lolo Hunter Bay Coffee Roasters, Inc. 406.273.5490MT West Yellowstone Morning Glory Coffee & Tea inc. 406.646.7061MT Whitefish Montana Coffee Traders 800.345.5282NC Asheville Asheville Coffee Roasters 828.253.5282NC Carrboro Carrboro Coffee Company 919.968.4760NC Cary Mr. Toad’s Coffeehouse & Roasters 919.462.3320NC Charlotte Dilworth Coffee 704.554.7111NC Concord S&D Coffee Inc 800.933.2210NC Durham Counter Culture Coffee, Inc. 888.238.5282NC Durham Broad Street Coffee Roasters 919.688.5668NC Greensboro Carolina Coffee Roasting Company 800.457.2556NC Hampstead Java Estate Roastery, Inc. 800.573.5282NC Hillsborough Joe VanGogh 919.644.0111NC Raleigh Stockton Graham & Co. 919.881.8271NC Raleigh Eighth Sin Coffee Company 919.832.8898NC Wilmington Port City Roasting Co. 910.796.6647NC Wilmington Cape Fear Roasters, LLC 910.254.9277NC Winston-Salem Krispy Kreme Coffee Company 336.726.8845ND Westhope, MoJo Roast, Inc. 701.245.8080NE Bellevue Harvest Roasting 402.932.8856NE Lincoln The Mill Coffee and Tea 402.475.5531NE Omaha Scooter’s Coffeehouse 866.863.7266NE Omaha Midwest Custom Roasting 402.330.6368NE Omaha La Rue Coffee 800.658.4498NE Omaha Pear’s Coffee 402.551.8422NH Amherst A&E Custom Coffee Roastery 603.578.3338NH Canterbury Granite Ledge Coffee 603.267.9444NH Center Tuftonboro The Black Bear Micro Roastery 603.569.6007NH Dover Piscataqua Coffee Roasting Co. 603.740.4200NH Manchester Java Tree Gourmet Coffees, Inc. 603.669.7625NH Strafford Two Loons Coffee 603.664.5722NJ Avon Coffees and Teas of Yesteryear 732.500.7377NJ Boonton MG Coffee 973.277.5693NJ Bricktown Corim Coffee 732.840.1670NJ Deptford Talk N’ Coffee 800.597.2326NJ Forked River Davan Espresso, Inc. 609.693.8822NJ Hackensack Oro Caffe’ 201.343.1793NJ Hackettstown Nashville Coffee Company, Inc 908.852.1619NJ Jersey City Leodoro Coffee Sstems 888.442.6333NJ Jersey City Kobricks Coffee Co. 201.656.6313NJ Lambertville Rojo’s Roastery 609.397.0040NJ Maywood Moon Doggie Coffee Roasters 201.556.0111NJ Mickelton Crescent Moon Coffee Raosters 856.832.0626NJ Millville Kaffe Magnum Opus, Inc. 800.652.5282NJ Newark The Law Coffee Company 973.344.2270NJ Pennsauken Lacas Coffee Co 856.910.8662NJ Skillman Orpha’s Coffee Shop 609.430.2828NJ Titusville Coffee Bean Direct 888.232.6711NJ Toms River Wien & Bald Coffee Farms 848.333.9241NM Albuquerque Red Rock Roasters 800.873.9793NM Albuquerque New Mexico Coffee Co. 505.856.5282NM Albuquerque New Mexico Pinon Coffee 505.298.1964NM Santa Fe Zulu Brew 505.310.0929NV Las Vegas The Whole Bean 877.536.5662NV Las Vegas Organic Planet Coffee & Tea 866.814.6728NV Las Vegas Keoki’s Donkey Bean Coffee Company 702.216.0982NV Reno Wood-Fire Roasted Coffee Co. 775.856.2033NV Reno Agtron, Inc. 775.850.4600NY Binghamton Java Joe’s Roasting Co., Inc. 607.348.0444NY Bowmansville Parkside Coffee 716.681.3078NY Brooklyn Café La Semeuse 718.387.9696
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NY Brooklyn Gillies Coffee Co. 718.499.7766NY Brooklyn Hena Coffee 718.272.8237NY Corning Soul Full Cup 607.936.9030NY Ithaca gimme! coffee 607.273.0111NY Kingston Monkey Joe Roasting Co. Inc. 845.331.4598NY Long Island City White Coffee Corp. 800.221.0140NY Long Island City Fresh Direct 718.928.1195NY Maspeth Eldorado Coffee Ltd. 718.418.4100NY Melville 7-Eleven Inc. 631.421.7809NY New York Joy Brazil Coffee Inc. 212 874 6906NY New York Nespresso 800.566.0571NY New York LavAzza 800.466.3287NY New York Colombian Coffee Federation, Inc. 212.421.8300NY New York Porto Rico Importing Co. 800.453.5908NY Oneonta B. K. Associates International 607.432.1499NY Penn Yan Keuka Lake Coffee Roasters / JAVA-GOURMET 888.478.2739NY Port Chester Waterfront Roasters 800.690.7230NY Red Hook J.B. Peel Coffee & Tea Company 845.758.1792NY Rochester Spin Caffe Coffee Roasters 585.506.9550NY Syracuse Cafe Kubal Coffee Roasters 315.278.2812NY Troy Grafton Hills Coffee Roasters, Inc. 518.686.3336NY Water Mill Hampton Coffee Company 631.726.2633NY Woodside Shock Coffee 888.337.4625OH Akron Susan’s Coffee & Tea 800.237.9056OH Akron Angel Falls Coffee Company 330.376.5282OH Berea Red Cedar Coffee Co., LLC 440.260.7509OH Brecksville Caruso’s Coffee 440.546.0901OH Cincinnati P&G 513.983.1000OH Cleveland Berardi’s Fresh Roast, Inc. 800.876.9109OH Columbus Crimson Cup Coffee & Tea 888.800.9224OH Columbus Stauf’s Coffee Roasters/Cup O’ Joe 800.778.2837OH Lancaster Chief Cooker 877.916.6537OH Malvern Rosta’s Roast 330.863.1726OH mentor Java Express Coffee Co. 440.974.5119OH Rockbridge Hocking Hills Roasters, Inc. 740.994.0454OH Sylvania Drake’s Fine Coffee Roasting 419.882.0800OH Vandalia Boston Stoker 937.890.6401OH West Chester A Coffee Affair L.L.C. 513.759.2200OH West Chester Queen City Coffee Company 800.487.7460OK Oklahoma City US Roaster Corp./Roasters Exchange 405.232.1223OK Oklahoma City Neighbors Coffee 800.299.9016ON Oakville Reunion Island Coffee 800.565.5950OR Albany Allann Bros. Coffee Co., Inc. 541.812.8000OR Ashland Noble Coffee Roasting 541.326.1382OR Bandon Rayjen Coffee Company 541.347.4065OR Central Point Mellelo Coffee Roasters 541.779.9884OR Eugene Cafe Mam/Royal Blue Organics 888.223.3626OR Joseph Motley Brew Coffee Company® 541.432.2326OR Newberg Caravan Coffee 503.538.7365OR North Plains Oregon Coffee Roaster, Inc. 503.647.5102OR Portland Coffee Bean International 503.227.4490OR Portland Great Coffees of America 503.223.0033OR Portland K&F Select Fine Coffees 800.558.7788OR Portland Nossa Familia Coffee 800.525.1610OR Portland Provenance Hotels 503.395.2122OR Portland Stumptown Coffee Roasters 503.758.2251OR Portland Bridgetown Coffee Company 503.224.3330OR Portland Portland Roasting 800.949.3898OR Portland Kobos Coffee Company 503.222.2302OR Portland Boyd Coffee Company 800.545.4077OR Stayton Tico’s Coffee Roasting Co. 503.999.8426PA Ardmore Main Line Coffee Roasters 610.642.3066PA Beach Lake Beans, Inc 570.575.6500PA Collegeville Claddagh Coffee Company 610.416.1534PA Delaware Water Gap Watergap Coffee Company 570.897.6898
PA Hershey The Harbour Coffee Co. 717.534.2439PA Lancaster College Coffee Roasters 717.293.0605PA Langhome Bucks County Coffee Company, LLC 215.741.1855PA Lewisburg Cafe Latte 570.546.6501PA Philadelphia Blue Water Coffee 215.848.3498PA Philadelphia La Colombe Torrefaction 215.426.2011PA Reading The Reading Coffee Roasters 610.373.7323PA Royersford Ellis Coffee Company 215.537.9500PA Verona Arbuckle Coffee Co. Inc. 412.653.8378PA West Chester Morning Star Coffee 888.854.2233PA Wynnewood Quaker Coffee Co. 610.642.0544PR Jayuya Hacienda San Pedro 787.828.2083PR Canovanas Cafe Porto Rico 787.701.6188PR Canovanas Torrefazione Roma Inc. 787.701.6188RI Providence Coffee Exchange 401.273.1198RI Rumford New Harvest Coffee Roasters 401.438.1999SC Blythewood Iron Brew Coffee Co. 888.448.1441SC Charleston Charleston Coffee Roasters 843.971.2060SC Columbia Turtle Creek Coffee 803.419.2020SC Greenville Upstate Coffee Roasters 864.275.0442SC Orangeburg Orangeburg Coffee Roasters 803.536.9684SC Travelers Rest Leopard Forest Coffee Co. Inc. 864.834.5500SD Hill City Dry Creek Coffee 605.209.4999SD Rapid City Bully Blends Coffee & Tea Shop 605.342.3559SD Rapid City Dark Canyon Coffee Co. 605.394.9090TN Chattanooga Greyfriar’s Coffee, Rarecoffee.com 423.648.9267TN Chattanooga Stone Cup Roasting 888.698.4404TN Chattanooga Bluff View Art District, Inc. 423.265.5033TN Knoxville Goodson Bros Coffee Company, Inc. 800.737.1519TN Maryville Vienna Coffee Company, LLC 865.567.2058TN Nashville Bongo Java Roasting Co. 615.777.2572TN nashville Gridge’s Coffee & Roasting Co. 931.525.3900TX Addison Addison Coffee Roasters 972.404.1145TX Arlington Mawker Coffee 469.569.6718TX Austin Kohana Coffee 512.904.1174TX Austin Caffe Sanora 512.732.8300TX Beaumont Texas Coffee Co. 409.835.3434TX Brenham Independence Coffee Co. 979.836.3322TX Carrollton Aah! Coffee 214.636.6790TX Cedar Park Waterfall Gourmet Beverages 512.258.5281TX Dallas Globex America 214.353.0328TX El Paso El Paso Coffee Roasters, LLC 915.587.7526TX Euless Java Nights 469.682.5355TX Fort Worth Rodak’s Custom Roasted Coffee 817.924.6821TX Fort Worth Mother Parker’s Tea & Coffee Inc. 800.387.9398TX Houston Cadeco Industries Inc 713.670.0700TX Houston Voyava Republic 713 579.4963TX Houston Lola Savannah GP 713.222.9800TX Houston R. Dalton Coffee Co. 713.934.8234TX Houston Jumel Leasing 713.516.8750TX Nacogdoches Java Jack’s Coffee House Brand 936.560.3975TX Oak Point Fair Farms Coffee Roasters and Tea Company 972.294.1266TX San Angelo DeCoty Coffee Co. 800.588.8001TX San Antonio Aspen Beverage Group 210.684.6363TX Spring Cuvee Coffee Roasting Company 866.688.6608TX Tyler Distant Lands Coffee Roaster 800.346.5459TX Tyler Coffee City USA 888.583.9526UT Logan Caffe Ibis Coffee Roasting Co 888.740.4777VA Charlottesville Shenandoah Joe Coffee Roasters 434.295.4563VA Lexington Lexington Coffee Roasting Co. 800.322.6505VA Luray Kiariz Coffee 703.434.2844VA Luray Kiariz Coffee Source 540.743.3280VA Norfolk First Colony Coffee & Tea 800.446.8555VA Orange Orange Roaster 866.739.5282VA Portsmouth Massimo Zanetti Beverage USA, Inc 757.215.7366
VA Ruckersville Mountain View Coffee Roasters 434.985.1563VA Salem Mill Mountain Coffee 540.989.7749VA Salem Nova Roast 540.239.2459VA Stuart Honduras Coffee Company 877.466.3872VT Bristol Vermont Coffee Company 802.453.2776VT Burlington Speeder & Earl’s Coffee 800.849.6041VT Waterbury Vermont Artisan Coffee & Tea 866.882.7876VT Waterbury Green Mountain Coffee Roasters 800.545.2326WA Bainbridge Island Bainbridge Island Coffee Roasters 877.807.7207WA Bainbridge Island Fogwoman Coffee 206.855.9061WA Bellevue Attibassi 425.319.9393WA Bellingham Onyx Coffee 360.739.2693WA Bellingham Moka Joe 360.714.1953WA Burlington Fidalgo Bay Coffee 800.310.5540WA Camano Island Camano Island Coffee Roasters 360.387.7493WA Camano Island Black Dot Coffee/Hendrix Brother Coffee 877.262.3706WA Cle Elum Pioneer Coffee Roasting Company 509.674.4100WA Ellensburg D&M Coffee Company 800.264.5282WA Everett Urban City Coffee Roasters 866.797.5282WA Gig Harbor Jake’s Brew Company 866.417.0876WA Kent McCauley Coffee Roasters, LLC 253.859.4303WA Leavenworth Alpine Coffee Roasters 800.246.2761WA Lynnwood Silver Cup Coffee 800.311.7275WA Maple Valley Java! Java! Coffee Co. 425.432.2184WA Mt. Vernon La Crema Roasting Company 360.333.1035WA Olympia Batdorf & Bronson Coffee Roasters 800.955.5282WA Olympia Olympia Coffee Roasting Co. 360.753.0066WA Seattle Pangaea Organica 206.226.5012WA Seattle Fonte’ Coffee Roaster 888.783.6683WA Seattle Caffe D’Arte 800.999.5334WA Seattle Caffe Luca Coffee Roasters 206.575.2720WA Seattle CAFFE VITA Coffee Roasting Co. 206.709.4440WA Seattle Caffe Umbria, Inc. 206.762.5300WA Seattle Tully’s Coffee 206.233.2070WA Seattle Zoka Coffee Roaster 866.965.2669WA Seattle Starbucks Coffee Co* 206.318.6937WA Seattle Pura Vida Coffee 877.469.1431WA Shoreline Seattle Gourmet Coffee 206.417.5599WA Shoreline Giday’s Coffee 206.407.4163WA Shoreline Soft Coffee 800.428.2637WA Snohomish Lowery & Co. Inc. 360.668.4545WA Spokane Craven’s Coffee Company 800.214.2326WA Spokane Thomas Hammer Coffee Roasters 509.535.4806WA Sumner Dillanos Coffee Roasters 800.234.5282WA Sumner Fox Hollow Coffee, Inc. 253.891.0500WA Tumwater Raven’s Brew Coffee-WA 800.917.2836WA Tumwater Dominic’s Coffee Co. 866.759.9036WA University Place Firehouse Coffee Company 253.606.4134WA Vancouver BJ’s Coffee Roasters 503.357.1195WA Vashon The Vashon Island Coffee Roaster 206.463.9800WA Woodinville Isle Of Granelli 425.487.6824WI Appleton Jacques Cafe 920.707.4896WI Beloit The Broaster Company 800.365.8278WI Elkhart Lake Wild Grove Roastery 414.807.3699WI Green Bay La Java a Roasting House 920.662.0500WI Lake Mills Coast-to-Coast Cafe, LLC 866.648.8244WI Madison Ancora Coffee Roasters, Inc. 608.255.2900WI Madison Kaldi’s Best, LLC. 608.252.9700WI Milwaukee Alterra Coffee Roasters, Inc. 414.273.3747WI Pepin Great River Roasters 800.984.5282WI Sheboygan Wild Carrot Cuisine LLC/Vida Coffee 920.207.7672WI Sturgeon Bay Door County Coffee & Tea Co. 800.856.6613WI Watertown Berres Brothers Coffee 920.261.6554WV Ellenboro Happy Trails Cafe 304.869.3635WY Jackson Hole Great Northern Coffee Co., Inc. 800.216.5323WY Laramie Coal Creek Coffee Co. 800.838.7737WY Sheridan James Smith 307.672.1744
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OLD WORLD ARTISAN COFFEE:Introducing an old world artisan coffee product into the 21st Centurycannot be an easy task. The myriad styles of American espresso haveconfused the American palate to a degree that, when confronted withtraditional Italian espresso, the first time sipper may be mystified by theexperience. WHAT? This drink is smooth, flavorful, and aromatic (asopposed to sharp, angular and too often bitter). This is espresso?! Yes,Virginia, this is Miscela d’Oro espresso, “blend of gold.” But the road toAmerican acceptance is still bumpy for this small artisan company, andso here’s their story… and their challenge.
The Urbano family business began operating in 1946 in Messina,Sicily, where the company’s founders, Umberto and Emanuela, beganroasting small amounts of meticulously chosen coffee for their local market. By the70’s, the next generation, Francesco Urbano, focused the company’s strategicinterest on markets across Italy and newer distribution segments: specialty storesand supermarkets. In the 1980’s they expanded with automated storage, roastingand packing systems. At the end of the 90’s, with the arrival of the third genera-tion, a commercial strategy evolved, in order to serve foreign markets. Now underUmberto Urbano, the company image was completely restyled, the logo changedand the packaging redesigned. In 2000, the Urbano family opened a new plant,equipped with state-of-the-art technology and improved storage, roasting andpacking capacities. Over the past 60 years, they have evolved from a small work-shop to a modern facility, but the typical characteristics of a family-run, artisanbusiness are still in place.
THE THIRD GENERATION SPEAKS:Umberto Urbano tells us, “My father – who still roasts every day in our factory –has the soul of an artist. And he has passed this to me. We feel responsible forprotecting the beauty of the product: how it is made and handled and packaged.
I see success in any market as coming from three main factors. First, is theespresso good enough to convince someone to pick it up? When we pull a shot foranyone who’s serious about espresso, the coffee sells itself. We have a verystrong track record of quietly turning chefs and cafés onto Miscela d’Oro as abeautiful, artisan espresso product that’s very authentically Italian, and a welcomealternative to industrial Italian espresso brands.
Second, there is, of course, the question of price. For an artisan Italian espres-so, we’re priced well, so I don’t fear the question of price. We have been verycareful to keep our pricing competitive — even in these times when the dollar-to-Euro exchange is putting pressure on us.
And third, there is the question of market reach. We know North Americansare becoming very sophisticated about what great espresso really means in terms
of flavor profile and consistency. In 2007 we hired a sales team focused on sell-ing outside the New York area, and we are just beginning to talk to people in otherkey markets – Vancouver, Chicago, Las Vegas, Los Angeles. And we now havethe team, the infrastructure, in place to uphold Miscela d’Oro’s commitment toquality in sales and customer service.”
NEW WORLD ART:“Quality, elegance, simplicity” is Miscela d’Oro’s motto, and it was in high evi-dence at the SCAA 2008 Convention in Minneapolis. Their booth was centered inthe middle of giant boards of “coffee art” photographs, hung from high metal scaf-folding, swinging slightly in the indoor breeze of the convention center. This exhi-bition, called “Facce e Fiori” (faces and flowers) caused a minor sensation, a buzzof interest among the usual displays. Was this about “art” or “coffee?” It wasboth!
In 2006, the company decided that the time had come to radically change itsimage, entrusting this change to a master of creativity, Oliviero Toscani. An inter-national designer most well known for his United Colors of Benetton ads, Toscaniwas hired to design a 60th anniversary image for Miscela d’Oro. And his wild“bean art’ marked their entrance into the American market with a creative explo-sion! He captured the very essence of their brand – a modern company with anartisanal mentality – working grounds, beans, and pods of coffee into fanciful andluminescent designs.
THE COFFEES:As apparent in the strongly flavored foods of Sicily (think Grilled Swordfish withRaisins and Olives), the espresso coffees of Miscela d’Oro are equally complex andrich. Their velvety Grand’Aroma (a predominance of premium Arabica fromCentral/South America and selected Robusta coffees from Asia) is aromatic, floral,delicate, and fragrant, with a mildly acidic, superb aftertaste. The Gran Crema (ablend of coffees from Central/South America and selected Robusta from Asia andAfrica) has an intense flavor and a thick velvety crema. The most popular GustoClassico (a balanced Arabica and Robusta blend from South America and Africa) isa traditional Italian blend with a strong body, a thick crema, and a strong, choco-laty, pleasant, and lingering aftertaste. Surprisingly, their Espresso Decaffeinato(another well-balanced and calibrated blend) is a dead ringer for its caffeinatedcousins. All of these espressos are available in whole bean, ground, pods, singleand double servings and more.
FIELD NOTES:From Umberto’s mouth… “Many people in North America are doing very interest-ing work creating new personalities and flavors in the espresso category. But Ican’t be a micro-roaster from Seattle or Mr. Peet from Berkeley. I am what I am:an artisan from Sicily who’s bringing a very unusual and authentic flavor from thebirthplace of espresso — Italy. My dream for North America is to bring people intothe Miscela d’Oro family who understand this principal, who care passionatelyabout authentic espresso and who get excited about discovering this specialSicilian espresso that surprises them with its quality, its flavor and its personality.”Bravo, Miscela d’Oro! CT
Report- from the fields
Miscela d’Oro, Sicilian Artisan EspressoBy Joan Nielsen
STATS:Miscela d’OroNorth American Sales:8939 South Sepulveda Blvd., Suite 110-721Los Angeles, CA 90045(310) 670-0576www.misceladoro.com Umberto Urbano, Messina, Italy
Bruno Montesano, US Director of Sales
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Coffee Kids 20th anniver-sary dinner raises almost$100,000 for coffee-farm-ing familiesOver 240 people attended theevent held May 3 during theSpecialty Coffee Association ofAmerica’s Conference & Exhibitionin Minneapolis, Minn.Representatives from LongbottomCoffee and Tea, Green MountainCoffee Roasters Foundation,DaVinci Gourmet and PutumayoWorld Music made presentationson the importance of helpingensure an improved quality of lifefor coffee-farming families. LucaMundaca, a Putumayo recordingartist, performed at the event.Retiring Founder Bill Fishbein washonored by representatives fromCECOCAFEN, a Coffee Kidspartner in Nicaragua working ineducation and microfinance. In aheartfelt tribute CECOCAFENestablished the Bill Fishbein Medalof Academic Excellence. Themedal will be given to oneoutstanding student each year andwill cover the costs of thestudent’s continuing education.The celebration dinner also
featured the screening of a newfilm on the impact of Coffee Kidsproduced by Machine Hero, a com-munication arts company based inProvidence, R.I. The video can beseen on the Coffee Kids Web siteat www.coffeekids.org/blog.
Flair Flexible Packagingannounces moveFlair Packaging International ismerging with its parent company,Flair Flexible Packaging, to offer awider array of products and servic-es. Flair is excited to be movinginto a new facility and warehouselocation in Appleton, WI on June13, 2008. Our new telephonenumber is 920-574-3121 and ouraddress is 2605 S. Lakeland Dr.,Appleton, WI 54915. We areexcited about the move and ourability to further serve ourcustomers! For more informationvisit www.flairpackaging.com.
Introducing Dixie® SmartTop™ reclosable cup lidGeorgia-Pacific Food ServicesSolutions announces the arrival ofits Dixie® Smart Top™ ReclosableLid, the unique cup lid with a built-in sliding mechanism for easyopening and closing, allowingconsumers to Dash without theSplash! The Smart Top Reclosablelid fits all popular sizes of theDixie® PerfecTouch® Insulated cupline, Insulair® EcoSmart and paperhot cups while offering addedbenefits of heat retention andincreased mobility. The Smart TopReclosable lid protects yourbeverage with the sliding theplastic tab that moves forward orback with one hand to seal thedrink opening. The Smart TopReclosable Lid is available in 12-,16-, 20- and 24-ounce sizes andfits Dixie PerfecTouch, InsulairEcoSmart and the popular Dixiepaper hot cups. For moreinformation visit www.gp.com.
Kisses go green.New Bio-Kiss Travel PlugAttPlay Solutions of Californiaannounces the next generation ofspill preventing plugs/seals foryour disposable travel cup lids. TheCoffee Kiss Travel Plug will bemanufactured in biodegradableform and ready for customers thissummer. Using an organic additivedeveloped by GreenWave
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Technology, the Bio-Kiss Travel Plugwill give you a biodegradable plug thatwill have an indefinite shelf life untilplaced in an active microbial environ-ment, such as a landfill. Bio-Kiss TravelPlugs are Re-Useable, Re-Cycleable andNOW…Biodegradable. For moreinformation visit www.bio-kiss.com.
Fabri-Kal announces Cuplab™personalized drink cup serviceFabri-Kal Corporation offers custombranded drink cups at low minimumquantities. The new service allows
customers to include their own text andto further personalize their drink cupsby either uploading a logo or selecting astock design. More than ten stockdesigns are currently available andinclude scenes such as coffee-shops,weddings, parties, and anniversaries.Customers may order as few as onecase of cups branded with their owncreation. Customers may select, at noadditional cost, which cup material toprint their designs on: bio-based orrecyclable. Fabri-Kal’s Greenware lineof crystal clear cold drink cups and lidsis made entirely from American grown
plant-based renewable resources. Kal-Clear cups are made from the samematerial as traditional water and sodabottles and may be recycled wherefacilities exist. Both product lines areavailable to print in four popular sizes,12-, 16-, 20- and 24-ounces. The threesmaller sizes are each packed onethousand per case while the largest sizehas six hundred cups per case. Formore information visit www.f-k.com.
Europe and Japan dominatebuying at Costa Rica Cup ofExcellence® auctionEuropean buyers showed great interestin the winning Cup of Excellence lots
buying all but two of the thirty lots upfor auction May 15, 2008. The majorityof this year’s winning Costa Rica Cup ofExcellence® coffees will head for Europeand Japan, confirming the broad appealof these distinctive Costa Rica coffees,with the remaining two heading to theU.S. Wataru & Co. Ltd. of Japanpurchased the winning lot from theImportadora Latinamericana farm inLourdes de Cirri de Naranjo for a priceof $15.10. Wataru was one of severalbuyers who purchased multiple lots,including Kaffebrenneriet from Norway,and Kaffeeroesterei from Germany.Two U.S. buyers, Coffee BeanInternational and Sweet Maria’s Coffee,purchased the El Alto and Santa Lucialots respectively. The Costa Ricaauction is the first of the 2008 CentralAmerican program for the Cup ofExcellence. Upcoming Central Americanauctions include Nicaragua, May 29; ElSalvador, June 5; and Honduras, July8. For more information visitwww.cupofexcellence.org.
Rookie micro roaster is giantkiller at Roaster’s ChoiceCompetitionDolce Gourmet Gelateria & Café, asmall independent roaster-retailer was awinner at the Specialty CoffeeAssociation of America’s (SCAA) 20thAnnual Conference & Exhibition held inMinneapolis, MN May 2 – 5, 2008.With just over one year of roasting
We are programmed to compare one thing to another. It is part of how welearn and survive in the world. But is it the most prudent technique to use in youradvertising?
The debate about comparative advertising effectiveness, its pros and cons,has been the subject of college papers and trade articles for years. So what is thebottom line?
Let us start with what comparative advertising is, in a marketing context. Plainand simple, it’s any point made that holds one product or service up againstanother. Pepsi… Coke. McDonald’s… Burger King. New and improved. Better.The best. Cleaner. Faster. In advertising, its sole purpose is to show superiority.Apple’s MAC hipster pokes fun at PC’s nerd, the MAC still only pulls about 8% toMicrosoft’s 92%, and that has not changed much since the ads started. No matterhow entertaining this ad may be, it does not work.
The problem with comparative advertising is not with comparative advertisingitself. It is the subjectivity of our individual interpretations and perceptions that areformed by this technique. Is one beverage “better” over another because it issweeter? It might be if you like sweet drinks. Just because you, the advertiser,thinks that sweeter is “better” does not mean that your reader does. So, what ifthe reader doesn’t like sweet? If you misjudge this, you are spending your moneyto drive the customer right into the arms of your competitor.
Comparative advertising’s subjectivity puts you at risk for:• Misjudging what is important to your customer based on your own bias.• Making the consumer’s job easier to consider someone else and then
buying from them.• Bringing attention to your competitor.
Also worth consideration: often people see and hear our advertising whiledoing or thinking about something else. If you are using comparative advertising,you are either calling your competitor by name or pulling that competitor’s nameinto the customer’s mind. Isn’t that the point? What if they are only half listeningto the ad? What half are they going to hear? Your name or your competitor’sname? Every time your competitor’s name is mentioned, you increase theprobability that they will think the advertisement is for your competitor.
Comparative advertising gets advertisers in trouble with the Lanham Act (setof federal laws intended to protect trademarks), the National Advertising Divisionof the Council of Better Business Bureaus (the NAD), and the Federal TradeCommission (FTC) more than any other form of advertising. It is up to these bodiesto make sure that claims are substantiated. So be sure to keep documentation thatsubstantiates your claims with a copy of the ad in your files in case yourcompetitor decides to challenge you. Likewise, if your competitor makes a claimagainst your product or service, you now know where to go to complain.
The effectiveness of comparative advertising has been studied quite a lot inrecent years. The only type that seems to move any needle is price-basedadvertising, in print, where there is a side-by-side comparison of brand name items.It is my opinion that this is because you are truly comparing the exact sameproduct with only one, concrete variable – price.
Here is my advice: Spend your dollars talking about you, not yourcompetition. You definitely need to know the difference between you and yourcompetitors. Use this information to tell your story about what makes you unique,focusing on the benefits of your product to a targeted group of people. This is yourformula for success. Not bashing the other guy. CT
Lisa Olson is the President of Smart Marketing, Inc.Have a marketing question? Submit it to Lisa at [email protected].
CoffeeTalk24 June 2008
by Lisa Olson
ComparativeAdvertising:Tread Very Carefully!
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experience, Dolce competed againstmany seasoned veterans andwell-known corporate coffee giantsincluding Caribou Coffee Company,Inc., Bear Creek Coffee Company, andLexington Coffee Roasting Company.This is encouraging to the world ofmicro roasting and provides testamentthat you do not have to be a large scale,million dollar corporation to produce aworld-class coffee. For moreinformation about Dolce GourmetGelateria & Café, please [email protected].
Top 10 winners Roaster’sChoice 2008One of the most popular events at theSCAA conference was the Roaster’sChoice competition. The focus of thiscompetition is to highlight the art ofspecialty coffee roasting and awardthose who excel in the craft. This year’sevent featured entries from some of thebest roasters in the country. Over 350members of the Roasters Guild wereencouraged to participate. 1st Place -Caribou Coffee – Ethiopian OrganicYirgacheffe, 2nd Place - Sweet Maria’s– Rwanda Gkongoro Nyarusiza, 3rdPlace - The Roasterie – Kenya, 4thPlace – Berres Brothers Coffee Roasters– Tanzania Peaberry – Songea, 5thPlace – Dolce Gourmet Gelateria & Café– Panama, 6th Place – Tony’s Coffeesand Teas – Colombia – Tolima Microlot– Gaitania Cyerposo, 7th Place –Lexington Coffee Roasting Company –Rwanda Bufcafe, 8th Place – BearCreek Coffee – Papau New Guinea, 9thPlace – Vermont Artisan Coffee & Tea– Ethiopian Sidamo – Organic Fairtrade,10th Place – Cuvee Coffee RoastingCompany – Rwanda - Bucafe ate byentering their finest roasted coffee. Formore information visit www.scaa.org.
Coffee and Ingeo™ innovationsjoin together at the SpecialtyCoffee Association of Americaannual conferenceAt this year’s Specialty CoffeeAssociation of America (SCAA) meetingin Minneapolis, MN, NatureWorks LLCwas pleased to support three of its keypartners with their Ingeo™ based
innovation products. Products featuredfrom NatureWorks partners includedhot and cold cups from InternationalPaper and Fabri-Kal respectively, andnew Ingeo™ layered film coffee bagsfrom Fres-co System USA Inc.– allinnovations that provide a new level offreshness, convenience and respons-ibility for leading coffee retailers.Sustainability was a keynote theme ofthe conference including topics such asfair trade procurement and sustainablegrowing practices as well as informa-tion on the highest taste standardsachieved through barista expertise andproduct quality. All of this chimesperfectly with Ingeo™, an ingenious newnatural plastic material that’s madefrom plants instead of oil. It is currentlybeing used for a variety of coffeededicated applications such as coatedpaper cups, cold drink plastic cups andfilm packaging which until recently usedLDPE or PET which are both made fromfinite fossil fuel resources.For more information visitwww.natureworksllc.com.
The Culinary Institute ofAmerica receives $1 millionpledge from Dunkin’ Brands,Inc. to elevate Latin AmericancuisineWith this gift Dunkin’ Brands, Inc.became a founding donor of thecollege’s “El Sueño” initiative. TheDunkin’ Brands gift, to be paid over fiveyears beginning in 2009, will supportbaking and pastry kitchens at both theCIA’s new campus in San Antonio, TXand main campus in Hyde Park, NY. “ElSueño” (“The Dream”) has beencreated by the CIA with a goal ofelevating Latin American cuisines totheir rightful place among the greatcuisines of the world. The CIA, SanAntonio is quickly becoming the leadingeducation and research centerpromoting Latin American culinary
diversity in the U.S. foodserviceindustry. The two CIA campuses alsowork in concert to prepare students toenter the culinary profession, providingboth the foundation and the opportunityfor their career success. For more infor-mation visit www.dunkinbrands.com.
Hands On Coffee™ the buzz ofthe SCAA show in MinneapolisThe biggest specialized coffee showgreeted the Hands On Coffee™ systemwith open arms for its design, ease ofuse but first and foremost theconsistency of the results in every cup.Roasters, producers and retailers fromaround the world came to the boothwith their own coffees to sample them,and they were all impressed with thequality when using their own beans inour system. Many of them were alsovery surprised by the whipped coffeeoption on the Hands on Coffee™Brewer, where the coffee drops in achamber and is whipped by a smallimpellor. Some people, although theywere very sceptical about trying it atfirst, could only drink the whipped cof-fee after sampling it since it brought outthe aroma and taste. For more informa-tion visit www.HandsOnCoffee.com.
Eight O’Clock Coffee announcesthe appointment of Andrew JSan Filippo as National Director– Foodservice SalesIn this role, A.J., as he is commonlyknown to the trade, will be responsiblefor driving the foodservice sales ofAmerica’s third largest coffee brand tothe next level. San Fillipo is certainly nostranger to the Foodservice Coffeebusiness. A 29 year foodserviceveteran, his long list of accomplish-ments in and in-depth knowledge of theindustry includes increasinglyresponsible assignments with such well-known entities as Greenwich Mills/LaTouraine Coffee Company, Altra Filters,and Cuno Water Filtration Systems.Most recently, A.J. was the EasternRegion Business Manager forNespresso, North America, where hecoordinated the efforts of both directsales reps and outside brokers. Prior tothat, he headed up his own foodserviceproducts brokerage, San FilippoSpecialty Sales. In addition, San Filippohas held the positions as a member ofthe, Manufacturers Advisory Committeefor the, “National Coffee ServiceAssociation and as a Board of Directorfor the, “National Beverage andProducts Association”. For more infor-mation visit www.eocfoodservice.com.
Vacation in a cupBig Train® announces the introduction oftheir new Dragonfly™ line of exoticblended beverage mixes. Available insix, unique Asian-inspired flavors includ-ing Coconut, Mango, Honeydew, Taro,Thai Tea, and Green Tea, Big Train’s®Dragonfly™ beverage launch will besupported by an integrated marketingprogram that includes national printadvertising, point-of-purchase materials,direct mail campaigns, an interactivewebsite, product samples andtradeshow exhibits. For more informa-tion visit www.bigtrain.com.
NCA board to participate inJune strategic think tankThe NCA Board of Directors and otherindustry leaders will gather in New YorkCity June 24 and June 25 to participatein an NCA sponsored two-day “ThinkTank” to identify the most criticalissues and needs facing the US coffeeindustry businesses and the strategicinitiatives needed to address them. TheNCA has engaged the services ofConsensus Management Group (CMG)to help plan and facilitate the ThinkTank. NCA is working with CMG toconduct focus group discussions withkey stakeholders among membership aswell as non-members throughout thecoffee industry. In mid-April, aninvitation to solicit feedback went outto over 6000 in the industry in the formof a brief but in-depth web-based NeedsAssessment Survey. Coffee industryexecutives who have not yet acceptedthe invitation to give their input can fillout the survey immediately. If it wasnot received, or it needs to be resent toan e-mail address, please [email protected].
SCAA showcases inventivecoffee, tea, food companieswith 2008 Best New ProductawardsThe Specialty Coffee Association ofAmerica (SCAA) presented sixcompanies with its 2008 Best NewProduct Awards during theassociation’s recently concluded 20thannual conference & exhibition inMinneapolis, Minn. The awardsacknowledge SCAA conferenceexhibitors introducing new andinnovative products in six differentcategories: coffee or tea preparationand serving equipment for consumerand commercial purposes; educational/training products; specialty beverage;packaging; food; and an open-classcategory for coffee- or tea-relatedproducts. This year’s winners representcompanies located throughout theUnited States and South Africa.SCAA’s Best New Product AwardWinners include: Ambex CoffeeRoasters, Numi Organic Tea, redespresso, Tea District, North AireMarket, and E.A. Brevita. For completedetails on these awards visitwww.scaa.org.
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AAddvveerrttiisseerr LLiissttiinnggCompany .........................................Phone .................Web Page ...............Page #
Alcohol Controls Inc...........................................800.285.2337 ............www.alcoholcontrols.com......................28Astoria-General Espresso Equipment Corp. .........336.393.0224 ............www.astoria.com ..................................30 ............1704AttPlay Solutions...............................................951.845.7418 ............www.mycoffeekisses.com .....................29Baratza LLC .......................................................877.701.2021 ............www.baratza.com..................................19Baskets-n-Bags ..................................................800.274.0475 ............www.baskets-n-bags.com ......................25...Table Top 8Bodum USA, Inc.................................................212.367.8844 ............www.bodumusa.com..............................30Boyd Coffee Company .......................................800.545.4077 ............www.boyds.com ....................................18Cablevey............................................................641.673.8451 ............www.cablevey.com................................21Cafe de El Salvador............................................503.2267.6600 ..........www.salvadorancoffees.com .................17Café Feminino Foundation ..................................360.666.8725 ............www.cafefemininofoundation.org ..........26Cafection/Avalon-Whole Bean Single Cup Brewers..800.561.6162 ............www.cafection.com...............................21Cafetto USA ......................................................785.550.6802 ............www.cafetto.com..................................30Carrie Cups........................................................706.373.2442 ............www.CarrieCups.com ............................21Clovernook Center for the Blind
and Visually Impaired....................................800.728.5062 ............www.clovernook.org ..............................27Coffee Fest........................................................800.232.0083 ............www.coffeefest.com .............................27Coffee Holding Co..............................................800.458.2233 ............www.coffeeholding.com ........................23Coffee Kids........................................................505.820.1443 ............www.coffeekids.org.................................7Costellini’s .........................................................888.889.1803 ............www.costellinis.com..............................29DaVinci Gourmet/Oregon Chai/Jet ......................888.676.3832 ............www.sellchai.com..................................32 ............1004Design & Layout Services ..................................800.471.8448 ............www.designlayout.com..........................30 ............1504Double Team Inc. ...............................................650.997.3168 ............www.double-team.com ..........................29Double Wrap Cup & Container Co. Inc................312.337.0072 ............www.comfortgripwrap.com ...................29Eagle Web..........................................................800.800.7980 ............www.eaglewebpress.com ......................25Elan Organic Coffees..........................................619.235.0392 ............www.elanorganic.com..............................2Entner-Stuart Premium Syrups ...........................800.377.9787 ............www.entnerstuartsyrups.com................30Everpure, LLC.....................................................800.323.7873 ............www.everpure.com................................30F. Gaviña & Sons, Inc. .......................................800.428.4627 ............www.gavina.com ...................................18F.C. Dadson, Inc.................................................920.757.1486 ............www.fcdadson.com ...............................27Fabri-Kal ............................................................267.385.8052 ............www.f-k.com.........................................17Filter Lid, LLC.....................................................800.246.0375 ............www.filterlid.com ....................................3First Colony Coffee & Tea .................................800.446.8555 ............www.firstcolonycoffee.com...................18Flair Flexible Packaging......................................920.574.3121 ............www.flairpackaging.com .......................30Garden Gourmet Fine Foods ...............................604.607.1208 ............www.privatelabelsyrups.com .................29Gelaccino ...........................................................888.580.3639 ............www.gelaccinosales.com .........................9Globex America..................................................214.353.0328 ............www.cavallinicoffee.com.................19, 30Great Northern Coffee Co., Inc. .........................800.216.5323 ............www.greatnortherncoffee.com ..............18Grounds for Health.............................................802.241.4146 ............www.groundsforhealth.org.....................17Gruppo Cimbali S.p.A. / USA, Inc .......................312.265.8100 ............www.cimbali.us .....................................30Java Jacket.......................................................800.208.4128 ............www.javajacket.com .............................11JavaMania Coffee Roastery Inc. ........................888.280.5282 ............www.javamaniacoffee.com....................18Kaffe Magnum Opus, Inc. ..................................800.652.5282 ............www.kmocoffee.com.............................29Keffa Coffee LLC ...............................................410.369.8997 ............www.keffacoffee.com ...........................29Latitude 23.5 Coffee & Tea...............................877.260.9212 ............www.latitudecoffee.com........................18LBP Manufacturing ............................................800.545.6200 ............www.lbpmfg.com...................................15Michaelo Espresso, Inc.......................................800.545.2883 ............www.michaelo.com................................15Millrock .............................................................800.645.7625 ............www.millrock.com .............................5, 30Nuova Ricambi USA...........................................916.315.2535 ............www.nrusa.biz.......................................11Quikserv Corp ....................................................800.388.8307 ............www.quikserv.com ................................17Radiant Systems, Inc. -
featuring the Aloha product suite .................770.576.6000 ............www.radiantsystems.com......................13Rainforest Alliance.............................................212.677.1900 ............www.rainforest-alliance.org/coffee ........31Rocket Man, Inc. ...............................................800.921.0199 ............www.rocketman.com.............................15SCAA / Specialty Coffee Association of America...562.624.4100 ............www.scaa.org .......................................25Service Ideas, Inc...............................................888.999.8559 ............www.serviceideas.com ..........................30Silver Cup Coffee...............................................800.311.7275 ............www.silvercupcoffee.com......................18Stauf’s Coffee Roasters/Cup O’ Joe...................800.778.2837 ............underconstruction...................................18Sterling Capital Leasing, LLC..............................631.414.7570 ............www.sterlingcap.net..............................17The Good Cow Company....................................208.884.4299 ............www.goodcow.com ...............................13 ............1106The San Francisco Chocolate Factory ................415.677.9194 ............www.sfchocolate.com ...........................25Torn Ranch ........................................................415.506.3000 ............www.tornranch.com ................................6Visions Espresso Services ..................................206.623.6709 ............www.visionsespresso.com/ ....................29 ............1707Vita-Mix Corporation ..........................................800.437.4654 ............www.vitamix.com/foodservice ...............30 ............1003Walker Coffee Trading Co. .................................877.302.6333 ............www.walkercoffee.com.........................24Wega U.S.A. ......................................................336.662.0766 ............www.wegausa.com ...............................23Weldon Flavorings ..............................................502.797.2937 ............www.WeldonFlavorings.com ..................30Wholecup Coffee Consulting, LLC.......................503.232.1016 ............www.wholecupcoffee.com.....................20
CoffeeFest
Finally, a Jimmy Sneed column that isn’t a rant. It’s a review of the new
iperEspresso system from illycaffè. Ok, it’s part rant because I have more than a
passing interest in good espresso. Most recently I’ve been using illy in my
restaurant with a Nuova Simonelli machine. When properly executed, we get an
amazing espresso. But how often does that happen?
Full disclosure: I love illy. I have for many years. In my view it’s the best,
most consistent espresso bean universally available. Sure, there are plenty of
smaller, awesome roasters, but illy sets the standard for big roasters. And it’s
awesome too. Plus, I’m more than a little fond of many of the people who work
there.
That hasn’t stopped me from screaming at them over the last 15 years or so.
I have had far more bad illy espressos than good ones. I screamed because I felt
that illy wasn’t doing enough to ensure that their customers were doing it right. I
even chastised the late Dr. Ernesto Illy one day while having breakfast with him
at the Mark Hotel in New York City. We had each ordered espressos but what our
waiter brought us was what the French call ‘pissette’.
“Dr. Illy”, I said, “this is [garbage].” He went on to explain that the water in
New York City, blah blah, buildup in the machine, blah blah, proper training,
blah blah.
How many perfect espressos have I been served in my entire life? I would
guess somewhere around 15. How many great espressos? Maybe a couple
hundred. How many bad ones? Don’t ask.
Thus the pod was born. The pod was a great idea. The pod was a bad idea.
Great because it took away almost all of the human variables (grind, dose, tamp,
hygiene) and gave us a consistently ok espresso. Never great, but seldom bad. It
had its place, but apparently no longer. Illy has introduced the iperEspresso
system, which they call the eighth great innovation in coffee, four of which they
claim. (Modern machine design, nitrogen pack, pod, iper capsule). But is it all
that? Good enough to be called a major innovation.
Let’s just say it’s going to change the face of espresso. Here’s how it works.
The capsule is sealed, thus lasting months. It gets loaded into a retrofitted
machine that pierces the top and injects the water under pressure. As the bottom
chamber fills with espresso it churns into a crema. The pressure eventually
ruptures a membrane on the bottom of the capsule and voila, an espresso streams
out. The result is a nice, thick espresso with a crema that lasts like it’s injected
with Viagra. (So I’ve heard). Two of my great friends at illy described it as better
than bean. It ain’t. At least, it isn’t better than great bean coffee pulled by a great
barista. But it’s a far cry better than 99% of the ‘bean’ espressos that I’ve had.
I’m opening a hotel as Executive Chef/F&B Director west of Chicago (all staff
needed) in a couple of months. I’m absolutely putting in the iperEspresso system.
Even the GM will be able to pull a very good espresso. But calling it better than
bean is like saying making love to a beautiful woman is better than making love to
a beautiful woman you love. Nice try. CT
Jimmy Sneed was chef/owner of The Frog and the Redneck in Richmond, Virginiaand a two time James Beard nominee. He currently operates SugarToadManagement, a restaurant and product development consulting business.Email Jimmy [email protected].
by Jimmy Sneed
