Coffee t&i 11 ch

coffee, tea & ice cream magazine www.cof feetandi.com

bimonthly magazine • vol. 11 • july-august, 2009

EXPLORING CHINA’S COFFEE MARKET Defining Specialty Coffee with Ric Rhinehart of the SCAA

The Forbidden City’s Coffee and Tea How to Maximize Your Café Business with George Sabados Advice from Asia’s Top Baristas

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contents

EDITOR•TALK a problem in coffee grammar

8 10

CT&I•sOCIETy

14

spECIAL•REpORT the SCAA’s updated definition of specialty coffee

22

The•George•Sabados•Method accelerate your café’s sales in a recession

Editor Dane Wetschler

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COFFEE•COMPANY history of Musetti coffee company

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BARISTA•TALK Chinese barista champion Zhou Youngui Thai barista champion Benyapa Naowan

Design Suda Roonnok Oranee Rungsawang

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HOT•BEv unique drink recipes for your café

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SIGNATURE•DRINK WBC Hungarian barista Atilla Molnar

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CHAIN•UPDATE Indonesia’s Kafe Excelso

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ICED•AID Buono gelato: east-meets-west ice cream

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TEA•TIME tea and coffee in Beijing’s Forbidden City

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CAFé•DESIGN Fiat Caffe in Tokyo, Japan

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COFFEE•ASSOCIATION Hong Kong Professional Coffee Association

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COFFEE•TECHNIQUES

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COvER•sTORy a look at the Chinese coffee market

Blue Sky Books Team Potcharawan Sukmuen Prapaporn Rungkajonwong Sakuntala Samakkeetham Dane Wetschler Lisa Bai Coffee T&I Team Sakuntala Samakkeetham, Potcharawan Sukmuen, Prapaporn Rungkajwong, Lisa Bai

CAFé•AROUND•THE•WORLD

Coffee Culture at 798 Art District in Beijing TRADE•SHOW•PREVIEW

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TRADE•SHOW•TOuR 2009 Beijing International Coffee Exhibition FHC China 2009 HOFEX 2009

FHM Malaysia 2009 FHT Thailand 2009

ThaiFex -- World of Food 2009 BARIsTA•CHALLENg E Grand Barista Championship 2009, Thailand Ultimate Barista Challenge Beijing

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Managing Editor Sam Tanadej Kamonchan

tips for espresso shot consistency

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published bimonthly for the Asian coffee community

product•news

Publisher Blue Sky Books 65/6 Soi Chokchai Ruammit, Wipawadee Rangsit Road Jatujak, Bangkok 10900, Thailand Tel: 662 691 5891 Fax: 662 691 5892 Email: dane@blueskybooks.net Subscriptions: oh@blueskybooks.net Sales: pim@blueskybooks.net Website: www.coffeetandi.com Visit us online for free digital copies www.coffeetandi.com

We invite you to email the editor at dane@blueskybooks.net for comments and questions

The contents of this publication may not be reproduced in whole or in part without written permission from the publisher

editor•talk

Baristi v. Baristas Today I heard somebody say the following: “Many baristi don’t know how to make good cappuccinos.” Why did this gentleman choose to say “baristi” and not “baristas?” Why “cappuccinos” and not “cappuccini?” This question may not strike you as relevant, but when I hear a sentence spoken containing a word that follows grammar conventions of another language, it sounds not only strange, but also snobby.

Native speakers should use their language in a way that doesn’t distance and confuse others who may not be as fluent.

The coffee industry has appropriated a host of Italian words specific to the specialty coffee industry into the English language, but there does not seem to be consensus on how these words should be used.

Although open to debate, it is the humble opinion of this editor that words assimilated from foreign languages should be used according to the grammar conventions of the language they enters. When nearly every word in English is butchered derivative of words from other languages, opting to employ the grammar conventions—and to a lesser extent, pronunciation— of the word’s language of origin can sound grandiose if used inconsistently and alienating to those not hip to the origin of coffee nomenclature. If one chooses to say “cappuccinos,” as in more than one cappuccino, then one ought to be consistent and say, “baristas.” Oh, but these are trifling details; coffee is far better to drink than talk about, no?

In this issue of Coffee T&I Magazine, we are launching three new columns: The George Sabados Method, a dedicated column written by contributor George Sabados—café business consultant and roaster—will offer sage advice about café business philosophy and how to generate the most sales and profits from your café business.

Signature Drink will share with the Asian barista community the experience and recipes of some of the best and well-known baristas from around the world. This issue features Attila Molnar, Hungarian Barista Champion 2008 and World Barista Championship 2009 finalist.

Starting with Musetti, the new column Coffee Company will tell the story of coffee companies who’ve helped develop the coffee industry to what it is today and continue to improve the industry and expand the world’s knowledge of coffee.

For our cover story we share with you perspectives of the Chinese coffee market as told from three coffee companies who’ve targeted China the principle market in their growth strategies.

As always, we welcome our readers’ feedback and questions concerning all things coffee, tea, and ice cream. We hope you enjoy this issue as much as we did putting it together.

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ct&i•society

Quality Espresso Goes Solar March 18, 2009, The leading Spanish espresso machine manufacturer Quality Espresso turned to solar power, reducing not only the impact of its operations on climate change, but also its manufacturing costs. The photovoltaic plant was recently inaugurated at the company’s production facility in Barcelona. The US $750,000 investment will reduce CO2 emissions by 148 tons annually and generate revenues that cover sixty percent of the company’s electricity costs.

The project involved the mounting of 646 solar panels on a section of the plant’s roof, and as less than ten percent of the plant’s total available surface area was used, there is potential for further expansion.

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®¿« ¨³¢£µ ¶ ² ³ «³¨À µ ³ « ¾ ¦¸®£ ( n® Ç´) ²¨¿ ³¤µ« n³ ³ µÀ®À¤m (Caffe D’oro) ¶Æ n ¤² ¤³ ¨²¦ ¢¾ £ ³ ³¤ ¤± ¨ ³ THAILAND GRAND BARISTA CHAMPIONSHIP ·Æ ² ·Ç Á ³ ¿« «µ n³ ¿¦±®³¬³¤ ThaiFex-Word of Food 2009 ®µ¢¿ ¾¢¸® ® ³ ¶ ³¾¦ ¾ ®¤q ¯®¦¦q 3 ¾¢¸Æ®¨² ®³ µ £q ¶Æ 17 ¥ª¡³ ¢ ¶Æ m³ ¢³ Nestle Holds Professional Barista Workshop for 7 Eleven Board June 2009, Nestle (Thailand) Ltd. conducted The Professional Barista Workshop. Mr. Korsak Chairasamesak, president of CP ALL Company Ltd., led the board of 7 Eleven to attend this workshop in order to share their opinions on the business and create a good relationship between the board members.

¾¢¸Æ®¾ ¸® ¢µ ¹ ³£ ¶Æ m³ ¢³ ¤µª² ¾ « q¾¦m ( £) ´ ²  n ² µ ¤¤¢ “The Professional Barista Workshop” ·Ç À £Á ³  n¤² ¾ ¶£¤ µ ³ ¹ m®©² µÊ  £¤²©¢¶©² µÊ ¤± ³ ¤µ¬³¤ ¤µª² ¶ ¶ ®®¦¦q ´ ² ´ ± ºn ¤µ¬³¤ 7 Eleven ¢³¤m¨¢ ´ µ ¤¤¢ workshop Á ¤²Ç ¶Ç ¾ ¸Æ®¾ | ³¤¿¦ ¾ ¦¶Æ£ ¨³¢ µ ¾¬Å ³ ¹¤ µ ¿¦±¾«¤µ¢«¤n³ «²¢ ² ¡³ ®² ¶¤±¬¨m³ ± ºn ¤µ¬³¤ 8

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The First World Siphonist Championship – Tokyo, Japan The First World Siphonist Championship – Tokyo, Japan October 14-16, 2009, The Specialty Coffee Association of Japan (SCAJ) invites baristas from the Asia-Pacific region to compete in the first World Siphonist Championship (WSC) at the SCAJ World Specialty Coffee Conference and Exhibition in Tokyo, Japan. The WSC builds upon the Japan Siphonist Championship (JSC), a competition designed to educate and hone the skills of siphonists in Japan since 2003. For more information, please email the SCAJ WSC office at info@scaj.org

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Rainforest Alliance and Nestlé Nespresso Announce Advances in Quest for Sustainable Coffee The Rainforest Alliance and Nestlé Nespresso signed a pact called to reduce the environmental impacts and increase the social benefits of coffee cultivation in tropical regions so that 80 percent of Nespresso’s coffee comes from Rainforest Alliance Certified farms by the year 2013.

Certified farms comply with comprehensive standards covering all aspects of sustainable farming, including soil and water conservation, protection of wildlife and forests, and ensuring that farm workers, women, and children have proper worker’s rights and benefits, such as good wages, clean drinking water, access to schools and health care, and security. This decision is estimated to impact 80,000 farmers in the region.

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COVER•STORY

Enter the Coffee Market The coffee industry has its sights set on China. The Chinese middle item—visiting a coffee shop, a luxury experience. class, now an estimated 100 to 150 million people, is expected to grow “In a recession, customers are more careful where they spend to 700 million by 2020. Currently, the per capita consumption of coffee is low compared to that of more mature coffee markets, but the their money, and they tend to demand more for their money. coffee industry expects this market, like most markets in China, to be Customers come to [Costa Coffee] for a great place to relax, as much as for a cup of coffee.” huge.

This generalization of how coffee is perceived in China, all of Coffee companies foreign to China are jumping on the opportunity.

Starbucks, the coffee company with the most outlets in China, intends China, is insufficient. China is a very large country and each region to expand to over 700 stores in China over the next ten years. Dunkin and city is made up of different coffee cultures. As such, companies need to learn more about who their customers are and adapt Donuts just opened last year its first Chinese franchise in Shanghai. different strategies to affectively enter markets in different regions “Coupled with a lot of returned mainlanders from overseas, the and cities. rapidly growing development of China over the last twenty years has Some coffee companies, like Spinelli, are employing a variety of cultivated a large group of high spending consumers. The coffee drinking culture has since been grounded to become habits of many promotions to encourage frugal consumers to consume: monthly mainlanders,” said Eugenie Kan, the regional marketing director of drink specials, meal and beverage combination promotions, buy-one-get-one-free deals, and holiday discounts. Like Pacific Pacific Coffee.

Coffee, Spinelli Coffee has three stores in Beijing with more in the Pacific Coffee is one of many coffee retail companies foreign to works of opening.

China that prominently figures in their growth strategies expansion into “The economic situation is affecting every industry, including the Chinese market. Though Pacific Coffee only has three shops in China, it has secured partnerships with franchisees to represent the the coffee industry,” said; Harris Huang, general manger of Spinelli Coffee in China. Similar to Pacific Coffee, Spinelli currently has company in Macau, Guangzhou Foshan and Zhuhai. three shops in Beijing with many more in the works of opening In more mature coffee markets—such as Japan, Western Europe, soon. and the USA—the economic slowdown impacts not so much the overall At the moment, only a margin of the population consumes consumption of coffee but where and how it is consumed. The impacts of the economic downturn occur differently in China. Bernard coffee. According to Mr. Chiew, “the Chinese coffee market is still Chiew, Costa Coffee’s vice president of operations in China, explained, relatively young, so the proportion of the population drinking coffee “the strength of the coffee shop market [in China] is that it’s still is still very low—a complete contrast to markets in the west where relatively new to consumers, and the combination of branding and over eighty percent of the population uses coffee shops.” But this is international appeal is helping to make it more resistant to any slow likely to change. down”.

As the more and more Chinese citizens receive disposable The relatively immature Chinese coffee market is made of mostly income, the more China’s coffee market will grow, that is certain. affluent consumers who don’t need to make the switch to a cheaper cup Whether growth continues to climb or begins to soar is largely as consumers in other markets have done. Where in other markets dependent on how coffee will fit into people’s lifestyles; the growth coffee is something like a daily necessity to many of its consumers, of China’s coffee market is contingent upon a shift in the role coffee coffee in China is more typically viewed by its consumers as a luxury plays in Chinese consumer culture.

ࢌÒÊÙ‹ ÅÒ´¡Òá¿ ®¹ «³¬ ¤¤¢ ³¿ ¨³ ¿ ¹ ¦³ ¶ z è ² ²Ç ¦³ Á ¤±¾ © ¶ ¢¶ ´ ¨ ¤±¢³ 100-150 ¦n³ ¿¦±¢¶¿ ¨À n¢ ¶Æ ±¾ µÆ¢«º ·Ç · 700 ¦n³ Á d 2020 ¿¦± ¤µ¢³ ³¤ ¤µÀ¡ ³¿ m®¬²¨ ® ¤± ³ ¤ ³¨ ¶ Á z è ² £² Æ´¢³ ¾¢¸Æ®¾ ¤¶£ ¾ ¶£ ² ºn ¤µÀ¡ Á ¦³ ³¿ ¶Æ¢¶ ¨³¢ «¢ º¤ q ¿ m®¹ «³¬ ¤¤¢ ³¿ Å£² ¢¶ ¨³¢¬¨² ² ³¤ ´ ³¤ n³Á ¦³ ¶Ç ¿¦±¢¶¿ ¨À n¢¨m³ ±¾ | ¦³ ¶ÆÁ¬ém¾ m ¾ ¶£¨ ² ² ¦³ «µ n³ ¤±¾¡ ®¸Æ Á ¤±¾ © ¶ ¤µª² ³¿ m³ ¤±¾ © ´¦² Á nÀ® ³« ¶Æ¢¶®£ºmÁ ³¤¾ n³¢³ ´¾ µ ¹¤ µ Á ¤±¾ © ¶ Starbucks ¤µª² ³¿ ¶Æ¢¶¬ n³¤n³ ¢³ ¶Æ«¹ Á ¤±¾ © ¶ ²Ç Á ¶Æ ± £³£ µ ³¤À £ ³¤¾ c ¤n³ ³¿ 700 ¿¬m Á ¤±¾ © ¶ ¡³£ Á ¤±£±¾¨¦³ 10 d Dunkin Donuts ¾ µÆ ¾ n³¢³¾ c µ ³¤¾¢¸Æ® d ¶Æ m³ ¢³ À £ ³¤¾ c ¤n³ ¿ ¤  «q«³ ³¿¤ Á ¾ ¶Æ£ ¯n “ ³¤¾ µ ³ ¦² ¢³Á n ¶¨µ Á ¤±¾ © ¶ ® ³¨ ¶ ¿ m µ Á¬ém ¶Æ¾ £ ®£ºmÁ m³ ¤±¾ © ´Á¬n ³¤ ² ³ ® ¦³ ³¿ ¶ ¶Æ¾ µ ·Ç ®£m³ ¤¨ ¾¤Å¨ ¦® ¤±£±¾¨¦³ ¨m³ 20 d ¶Æ m³ ¢³ · º ºn ¤µÀ¡ ´ ¨ ¢³ ¶Æ¢¶ ´¦² Á ³¤Á n m³£«º ¨² ¤¤¢ ³¤ ¸Æ¢ ³¿ º ¨³ ¤³ ³ Á¬n ¦³£¾ | «m¨ ¬ ·Æ ® ³¤ ´¤ ¶¨µ ® ³¨ ¶ ¿ m µ Á¬ém” Eugenie Kan ºn®´ ¨£ ³¤ h³£ ³¤ ¦³ ¤± ² ¡º¢µ¡³ ® ¤µª² Pacific Coffee ¦m³¨ Pacific Coffee ¾ | ¬ ·Æ ¤µª² m³ ³ µ ¶Æ ´ ³¤ n³ ¦¶ «µ n³ ³¿ Á ¤±¾ © ¶ ·Æ ¢¶ ²¨¾¦ m ¶Ç ³¤¾ ¤µé¾ µ À ³ ¹¤ µ Á ¦³ ³¿ ¤±¾ © ¶ ¶Æ ² ¾ · ¿¢n ¤µª² Pacific Coffee ±¢¶¤n³ ³¿ ¾ ¶£ 3 «³ ³Á ¤±¾ © ¶ ¿ m ¤µª² Å£² ¢¶¬¹n «m¨ Á ³¤ ´ ¹¤ µ ¿ ¤  «q¤m¨¢ ² Á ¢³¾ o³ ¨³ ¾ ³ ® ³ ¿¦± ºÂ¬m Á ¦³ ³¿ ¶Æ¢¶ ¨³¢«¢ º¤ q ¾ m ¤±¾ ©é¶Æ ¹h £¹À¤ ±¨² ¿¦± «¬¤² ®¾¢¤µ ³ ¦ ¤± ³ ³¤ ±¦® ²¨ ³ ¾©¤ª µ ¢m¢¶ ¦ m® ¤µ¢³ ³¤ ¤µÀ¡ ³¿ À £¤¨¢¢³ ² ¿ m ±¢¶«m¨ ´Á¬n¤º ¿ ¿¦±« ³ ¶ÆÁ ³¤ ¤µÀ¡ ³¿ ¾ ¦¶Æ£  ®£m³ ¤ Å ³¢«¡³¨±¾©¤ª µ ¶Æ Æ´Á ¤±¾ © ¶ ¢¶¦² ª ± ¶Æ m³ ² Bernard Chiew ¤® ¤± ³ ¤µª² Costa Coffee Á ¤±¾ © ¶ ® µ ³£¨m³ “ ¨³¢¾ n¢¿ Å ® ¦³ ³¿ [Á ¤±¾ © ¶ ] ®£ºm ¶Æ ³¿ £² ¾ | «µ n³Á¬¢m«´¬¤² ºn ¤µÀ¡ ¿¦± ³¤ «¢ «³ ² ¤±¬¨m³ ¿ ¤ q¿¦± ¨³¢¾ | «³ ¦ m¨£Á¬n«³¢³¤ n³ ³ ³¤ ®£ ³ ¹¤ µ Á ¦³  nÁ ¤± ² ¬ ·Æ “ ¦³ ³¿ ¶ ¶Æ£² ¢m«¢ º¤ q ¤± ® n¨£ ºn ¤µÀ¡ «m¨ Á¬ém ¶Æ¢¶ ³ ± ¤Æ´¤¨£ · ¢m ´¾ | n® ¾ ¦¶Æ£  ¸Æ¢ ³¿ ¶Æ¢¶¤³ ³ º ¨m³ ² ¾ m ¶Æ ºn ¤µÀ¡ Á ¤±¾ ©®¸Æ ´¾ | n® ´ Á ± ¶Æ ³¿ ¾ | «µÆ ¶Æ ´¾ | Á ¶¨µ ¤± ´¨² ® ºn ¤µÀ¡ ´ ¨ ¢³ Á ¤±¾ © ¶ ³¿ ¦³£¾ | «µ n³ ¹h¢¾ f®£¿¦± ¾ | ¾ ¤¸Æ® ¿« ®® · ¨³¢¬¤º¬¤³ ³¤¾ n³¤n³ ³¿ ¸®¾ | ¤±« ³¤ q ¤³ ³¿

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COVER•STORY

“Á «¡³¨±¾©¤ª µ Æ´ ¦º n³ ±¤±¢² ¤±¨² ¾¤¸Æ® ³¤Á n m³£ ¿¦± ¢¶¤n³ ³¿ · 3 «³ ³ Á ¤¹ z µÆ ¿¦±¢¶¿ ¶Æ ±¾ c «³ ³Á¬¢m¾ µÆ¢ ·Ç ¢¶ ¨³¢ ³ ¬¨² m®«µ n³«º ·Ç «´¬¤² ¾ µ ´ ¨ ¬ ·Æ ¶Æ¾«¶£Â ¦º n³¾ n³¢³ ( ¶Æ ®¶ Á ® ³ Costa Coffee) ¾ ¸Æ®¬³« ³ ¶Æ ¶Æ¾¬¢³±«¢«´¬¤² ² m® ¤n®¢ ² ³ ¬¨² “« ³ ³¤ q ³ ¾©¤ª µ ´¦² ¢¶ ¦ ¤± m® ¹¤ µ ¹ ¤±¾¡ ¤¨¢ ²Ç ¶Æ ±Â n ¸Æ¢ ³¿ ¶Æ¢¶ ¹ ¡³ ” ®¹ «³¬ ¤¤¢ ³¿ ” Harris Huang ºn ² ³¤ ²Æ¨Â ® Spinelli Coffee ¦m³¨ ³¤«¤¹ « ³ ³¤ q ³¿ Á ¤±¾ © ¶ ¾ m ¶Ç £² ¢m¾ ¶£ ® z è ² ¨m³¢¶ ¤± ³ ¤ ´ ¨ ¢m¢³ ² ¶Æ ¤µÀ¡ ³¿ ³¢ ¶Æ Mr. Chiew ¾ ¸Æ® ³ ¤±¾ © ¶ ¾ | ¤±¾ © ¶Æ¢¶ ¸Ç ¶Æ ¨n³ ¨³ ¨² ¤¤¢ ³¿ Á ¿ m¦± ¸Ç ¶Æ¿ m¦±¾¢¸® ¦n¨ ¿ m³ ² n¨£¾¬ ¹ ¶Ç ¤µª² m³ Ä · ´¾ | n® ´ ¦m³¨ ¸® “ ¦³ ³¿ ® ¶ £² ®£ºmÁ m¨ ® ³¤¾¤µÆ¢ n ² ²Ç ´ ¨ ºn ¤µÀ¡ ¨³¢¤ºn ² ² ¦¹m¢¦º n³ ® ¢³ ·Ç ¿¦± ¤² ¦¨µ ¶Á¬n¾ n³ ² «¡³¨± ® ¦³ ³¿ · £² ¢¶®£ºm n®£ ·Æ ¿ m³ ³ ¦³ Á ¤±¾ © ±¨² À £«µÇ ¾ µ ¾ ¸Æ® ³ Á ¤±¾ ©¾¬¦m³ ²Ç 80% ® ´ ¨ ¤± ³ ¤Á n ¤µ ³¤¤n³ ³¿ ” ¿ m« ³ ³¤ q Á ¿ m¦± ¸Ç ¶Æ¿¦±¿ m¦±¾¢¸® Á ¤±¾ © ¶ ¢¶¿ ¨À n¢ ¶Æ ±¾ ¦¶Æ£  ¤µª² ³¿ ³ ¿¬m ¾ m Spinelli Coffee ´¦² Á n ¦¨µ ¶«m ¾«¤µ¢ ¾¢¸Æ® ¤± ³ ¤ ³¨ ¶ ¶Æ¢¶¤³£Â n¢²Æ ¢¶ ´ ¨ ¾ µÆ¢ ·Ç ¦³ ³¿ ¶ Å£µÆ ¾ µ À ³¤ ³£ ¶Æ¬¦³ ¬¦³£¾ ¸Æ®À n¢ n³¨Á¬n ºn ¤µÀ¡ ¶Æ¢¶ ¨³¢¢² £²« q¬² ¢³ ¤µÀ¡ ³¿ ¾ m ¾ ¤¸Æ® ¸Æ¢ µ¾©ª ¤± ´¾ ¸® ³¤ ² ¹ ®³¬³¤¿¦±¾ ¤¸Æ® ¸Æ¢ ¢³ ·Ç ³¤¾ ¤µé¾ µ À ¬¤¸® ³¤¾¤µÆ¢ ±¦® ²¨¦ ·Ç ®£ºm ² ¨³¢«³¢³¤ ® ³¿ Á ¤³ ³ µ¾©ª ³¤ ² ¤³£ ³¤«µ n³ ¸Ç®¬ ·Æ ¿ ¢¬ ·Æ ¬¤¸®«m¨ ¦ µ¾©ª ¶Æ ±¾ n³Â ¾ | «m¨ ¬ ·Æ Á ¤º ¿ ³¤ ´¤ ¶¨µ ® ºn ³¤¾ µ À ® ¦³ ³¿ ¶ Á ¨² ¬£¹ ¿¦±¾ m ¾ ¶£¨ ² ¤µª² Pacific Coffee ¸® Spinelli Coffee ®³ «²¢ ² q ² ³¤¾ ¦¶Æ£ ¿ ¦ ³ ® ³¿ Á ¨² ¤¤¢ ® ºn ¤µÀ¡ ³¨ ¶

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SPECIAL•REPORT

Defining Specialty Coffee When headlines read: “Dunkin [Donuts] enters specialty coffee war,” we know there is some serious confusion about what specialty coffee really means. But why quibble over semantics?

The problem is that these words have very real market consequences.

When consumers drink cups of what they think is specialty coffee but in reality is just mediocre-quality coffee wrapped up in persuasive marketing, they become misinformed consumers and the word specialty loses its significance. Most coffee drinkers receive their coffee knowledge from their consumption experiences—what is written on the package, chalked on the menu, or what baristas tell them they are drinking. So when people read that Dunkin Donuts is serving up specialty coffee, economic rationality will lead a gullible, inexperienced, or indifferent consumer to choose DD over a beverage they perceive as having similar quality, yet may be many times more expansive.

When uneducated consumers purchase what they think is specialty coffee, it reduces the demand for real specialty coffee. When the marketing of a product does more than the product’s quality to increase the product’s price, quality takes a hit; the consumer’s misunderstanding of specialty coffee would discourage a farmer from taking interest in the cultivation and initial processing techniques—such as harvesting exclusively ripe coffee-cherries—necessary for delivering a coffee deserving of the qualifier specialty.

Here, Coffee T&I Magazine presents the Specialty Coffee Association of America’s (SCAA) most recent definition of specialty coffee written by the SCAA executive director Ric Rhinehart. The last time the SCAA published a definition of specialty coffee was ten years ago in an article called “What is the Definition of Specialty Coffee,” written by Don Holly, the administrative director of the SCAA at the time. In line with Coffee T&I Magazine’s mission to facilitate the development of the coffee culture in Asia, the SCAA’s definition of specialty coffee educates consumers about what specialty coffee really means.

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Specialty coffee

by Ric Rhinehart In a 1999 article for the SCAA’s Specialty Coffee Chronicle, Don Holly wrote the following as he grappled with the question of defining specialty coffee: “My understanding of the origin of the term ‘specialty coffee’ is that it was first coined by Erna Knutsen of Knutsen Coffee Ltd. in a speech to the delegates of an international coffee conference in Montreuil, France, 1978. In essence, the concept was quite simple: special geographic microclimates produce beans with unique flavor profiles, which she referred to as ‘specialty coffees.’ Underlying this idea of coffee appellations was the fundamental premise that specialty coffee beans would always be well prepared, freshly roasted, and properly brewed. This was the craft of the specialty coffee industry that had been slowly evolving during the twenty-year period preceding her speech.” This reference was the basis from which we have built the case for specialty coffee throughout the history of our organization.

On closer inspection, it becomes clear that coffee’s unique production chain dramatically impacts the ways in which we can recognize, develop, and promote the specialty product. Unlike wine—the beverage we often analogize coffee to—there are many actors involved in the control of production and delivery of the final beverage. In the wine model, a single individual or company is usually responsible for the planting, husbandry, harvesting, processing, and packaging of the grapes; and ultimately, the resulting beverage.

Moreover, the service of wine is dependent on nothing more complex than extracting a cork and pouring the product into a suitable glass.

Coffee, on the other hand, most often arrives in the final consumers’ hand after a long series of hand-offs—from farmer to miller to intermediaries to roaster to brewer—the final experience of which is

dependent on every actor’s role in the supply chain. Thus, in order to truly look at what specialty coffee is, we must examine each stage of the coffee production chain and create a definition for specialty at those levels.

The first key concept to consider in the supply chain is potential.

Until the moment that the roasted coffee is brewed and transformed into a beverage, the concept of specialty coffee is locked up as a possibility, a potentially wonderful gustatory experience. Starting at ground level, so to speak, we must limit specialty coffee to those coffees that are drawn from the appropriate intersection of cultivar, microclimate, soil chemistry, and husbandry. For example, planting a great variety of coffee at the wrong altitude or in the wrong soil will not yield a specialty coffee. If there exists the right combination of cultivar and chemistry but wrong climate, the potential for high quality is destroyed. Ultimately, plant husbandry and selective harvesting are essential to the preservation of potential, which illuminates the next key concept: preservation.

A ripe coffee cherry on a healthy plant of a suitable cultivar, planted in the right soil, blessed with appropriate climatic conditions, and cared for properly must be picked at the peak of ripeness in order to preserve the potential for greatness that the coffee cherry holds.

Coffee buyers often tell coffee growers that the single most important thing they can do for coffee quality is to harvest only ripe cherries.

From the point of harvest, a new round of potential pitfalls arise.

The coffee cherry must undergo a few processes at this point. For the majority of specialty coffee this begins with the delivery of ripe cherries to a wet-mill. The time that elapses between harvest and the beginning of processing can have a dramatic impact on the final results for the coffee. Specialty coffee is dependent on quick delivery from tree to mill for the preservation of its potential.

Whether the coffee is mechanically pulped and then fully washed or if it is processed in a demucilaging machine, the initial processing stage must be carefully managed so that the coffee is not harmed. After

removal of the skin and pulp, the coffee must be dried, another critical activity. Dried too quickly, too slowly, unevenly, insufficiently, or dried and then rewetted: all of these can be disastrous to the final quality of the coffee. From here the coffee must be rested before undergoing the last stages of raw processing and preparation for shipping.

At this time relative humidity, temperature and storage containers and conditions all become critical. Finally, the coffee must be hulled, separated by size, and packaged for shipping. More critical points arise here, and small mistakes in screening or larger mistakes in the selection of packaging or the storage conditions prior to shipping can bleed the coffee of its potential.

The coffee changes hands again and enters the next stage of transformation: from green bean to roasted coffee. Here we must grapple with another key concept, expression. The roaster must accurately identify the potential for the coffee, artfully develop the flavors, and properly package the roasted product. An unskilled roaster, malfunctioning equipment, or poor packaging materials and practices can all lead to disaster.

After roasting and before brewing, the coffee must be ground.

Grinding is best done as close in time to brewing as possible because many delicate aromatic compounds are fully released upon grinding.

Furthermore, the dramatic increase in surface area necessary to effect brewing also opens the coffee to rapid oxidation and staling. The size of the ground particles is also important and driven by the method of brewing to be employed. Too fine a grind for the selected brewing process and the coffee may be destroyed by over-extraction. Too coarse a grind and the coffee may never develop its full flavor-potential in the cup.

Finally, after every step from coffee tree to consumer has been carefully orchestrated, the final process must take place: the coffee must be brewed. Whether the coffee is to be prepared as espresso, as drip coffee, or by a steeping method, such as by a French press, the

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SPECIAL•REPORT

exacting application of water quality, brewing temperature, coffee-to-water ratio, and extraction standards must be met to create a specialty coffee beverage.

So how do we define specialty coffee? In the broadest sense we can understand it is as coffee that has met all the tests of survival encountered in the long journey from the coffee tree to the coffee cup.

More specifically, we measure it against standards and with methods that allow us to identify coffee that has been properly cared for. The SCAA defines specialty coffee in its green stage as: coffee that is free of primary defects, has no quakers, is properly sized and dried, presents in the cup free of faults and taints and has distinctive attributes. In practical terms, this means that the coffee must be able to pass aspect grading and cupping tests. The development and application of these standards, furthered through the work of the Coffee Quality Institute, has helped to define specialty coffee in its raw form, but much work remains to be done in refining these standards and adding new ones to help preserve the potential that the coffee bean embodies.

From the green stage to the final beverage there are other standards either currently in place or in the process of being developed. For example, the SCAA Brewing Standard for preparation of drip coffee defines the proper ratios of water to coffee, the proper extraction, brewing temperature and holding temperature and time. There is also a standard for espresso preparation and one for steeping is under development. Roasting standards are in process, part of a monumental effort by the Roasters Guild to implement a certification for roasters that ensures they have been properly educated and trained in preserving and revealing the full potential of the specialty coffee bean. Similarly, the Barista Guild is well under way in developing a certification for the barista to ensure that the final preparer of the beverage is also an expert in extracting all the coffee flavors present in a specialty coffee into the cup.

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In the final analysis, specialty coffee will be defined by the quality of the product—whether green bean, roasted bean, or prepared beverage—and by the quality of life that coffee can deliver to all of those involved in its cultivation, preparation, and degustation. A coffee that delivers satisfaction on all counts and adds value to the lives and livelihoods of all involved is truly a specialty coffee.

Dunkin Donuts: The practice of selling coffees by country of origin, roast, flavoring, or special blend,rather than by brand or trademark.

To demonstrate the lack of consensus within the industry about how specialty coffee should be defined, here are a few other definitions of specialty coffee Storehouse Coffee A coffee roaster in North Carolina, USA: “Coffee that tastes good. Coffee produced with care and sophistication to achieve recognized quality. Also refers to green coffee with a limited amount of allowable defects.”

Specialty Coffee Association of Europe: “Specialty coffee is defined as a crafted quality coffee-based beverage, which is judged by the consumer (in a limited marketplace at a given time) to have a unique quality, a distinct taste and personality different from, and superior to, the common coffee beverages offered. The beverage is based on beans that have been grown in an accurately defined area, and which meet the highest standards for green coffee and for its roasting, storage and brewing.”

SPECIAL•REPORT

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Ric Rhinehart

the george sabados method

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GROWING SALES IN A RECESSION There is always a good side to every situation. Whilst I admit that a recession can influence your business, it by no means determines the outcome of your business. You are in control of that – but few business owners understand how. Once that awareness is implanted into your being and your operation, growing sales in a recession is more than highly possible, it becomes a pattern over boom and bust!

From my point of view a recession serves to highlight and exaggerate the pre-existing inefficiencies and ineffective practices of a business - ones which were allowed to persist in an upward trending market.

The truth is that in good times the majority of businesses are satisfied with an acceptable return on investment, and few realize that they could be achieving far greater sales if they understood that the internal dynamics of their business were not precise. Also, good times tends to create a ‘laziness’ in business where there is little incentive to learn, push the boundaries of sales growth or seriously critique systems/actions which do little to grow sales.

The other interesting aspect of recessionary times is that they tend to show up the lack of ideas and solutions of a great many of our business 'leaders'. In a way it is sad to see how few are true leaders and innovators. For, it is leaders and innovators who pioneer and continually push the boundaries of their businesses. They do this during good times or in bad times because that is who they are. They always look for ways to grow sales. They recognize that where their businesses are today is the direct outcome of decisions and actions they took in the past. And if the outcome does not suit them, they change their strategies to create desirable outcomes. As a result, they are able to continue generating sales growth. Leaders and innovators make up a very small percentage of the business world, but they are not hard to find in any market – their businesses are the odd few that always appear busy, always have customers, and are generally known as the leading business in their market. But as I said, these are a select few.

But why is that? What do they know or do differently? The simple answer is that the owners of such prospering businesses do not think or conduct themselves like the majority of other owners. These individuals involve themselves in every aspect of their business. They expect very high standards of themselves, their staff and their business. These prosperous businesses do not exist by accident. They make impotant distinctions which the majorities do not. You see, it’s as simple as looking at the same thing in a different way.

Do you know your products/services intimately?

A positive and immediate answer to this question distinguishes top end operations. It identifies businesses with purpose and a solid foundation focused on growth. I would suggest that if you answered ‘no’ to the above question then your business is not ‘anchored down’ to a solid foundation and is most likely being blown along by the winds of the recession. The positive though, is that your business also possesses the most potential for rapid and strong sales growth - even in this economic climate!

Let’s take this question and dissect it further One of the first steps for those involved in the cafe sector is to look at the links in the supply chain of each and every product and gather the most up to date and accurate information on which

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products/suppliers offer absolute consistency at the highest possible quality.

The major failing here is the moment a downturn in sales is experienced, the knee-jerk reaction of owners is to slash all operational expenses. Whilst looking to reduce operational expenses is admirable, achieving them at the cost of diminishing the consistency and quality of goods will have a direct and detrimental effect on sales. Furthermore, some products require a higher degree of processing knowledge in order to deliver on absolute consistency at the highest possible quality. Products such as coffee, once compromised based on price, usually suffer a further reduction in consistency and quality during the processing.

Why is that?

More often than not, there is a direct correlation between cut-back focused businesses and a lack of training for staff. So when the barista or baristas lack the degree of knowledge and skills to process coffee beans with absolute consistency at the highest possible quality the end consumer receives a sub-standard product devoid of any point of difference in the local market. In fact, I have observed a great many businesses unwittingly creating a point of difference in just how inconsistent and lacking in quality coffee can be.

As I indicated, the front line is just one link in the coffee supply chain, and if any link lacks absolute consistency at the highest possible quality then a business' ability to grow sales immediately and rapidly diminishes greatly. Supreme knowledge, ongoing comparative analysis and a commitment to quality second to none may ‘cost’ a business in the beginning, but the return in sales growth is nothing short of spectacular.

Would anywhere between 100 to 1000 percent growth in twelve months interest you? For this kind of performance improvement I would better describe this initial ‘cost’ to a business as a ‘leveraged investment.’

Having worked with over one thousand coffee based businesses, this simple formula has proven to work time and again.

I have found that the biggest obstacle to changing focus has been the overwhelming reluctance of business owners to believe that spending a little more to secure the best-quality products in the market, rather than cutting back, can actually rapidly grow their sales. They simply do not believe such growth percentages are possible; old habits die hard. If I were used to average returns over several years and noted that those businesses around me achieved the same, then average returns would be my reality.

The truth is that a business can never save its way to success; it must sell its way to success, and the best way to do that is to get customers to assist you by providing them with a superior product— value for money. Your products do not have to be cheap; being the cheapest product in town attracts cheap customers, escalating the work-load of your staff for minimal return. Adding value for money attracts those who are willing to pay for it, and it leverages your return.

It is not enough to assume that the best quality products in the market are the most expensive. A combination of factors will make one product the best over others for your business, such as: • The maturity level of the market, i.e., how refined people’s palates are.

• Comparative analysis conducted objectively–never subjectively— by a focus group.

• The skill level, knowledge, and experience of the manufacturer.

• The quality of the initial raw ingredients—the origins or antecedents.

• And perhaps most importantly, which product fulfills the overall strategic objective of the business. (I assume that in most cases it is sales growth, but this has not proven to be always the case.)

So you can see that when we begin to deconstruct the elements behind the very first question: “Do you know your products/services intimately?” there is a lot more work and thought required than most business owners believe, or have shown the gumption to pursue.

Sacrificing quality for short term cost saving is an insidious beast which degrades sales performance, profit, and your business across the board without exception or prejudice. On the other hand, the reward for following through and uncovering the details behind the above and other equally incisive questions relating to your business is RAPID AND ACCELERATED SALES GROWTH REGARDLESS OF RECESSION. George Sabados motivates, inspires, and instructs retailers all over the world in ways to grow their sales and profits rapidly and consist-ently. He specializes in changing the min- set of small business owners, retail, and franchise chains from top to bottom. His personal vision is to make business owners aware of the unlimited potential they hold and to show them how they can become leaders in their local market and instant millionaires.

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the george sabados method

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Cash and carry shop for all your coffeehouse or foodservice business needs: coffee beans, syrups, mixes, and all coffee equipments and accessories. .ÈÙ¹ÂÐÃÇÁÊÔ¹¤ŒÒáÅÐÍØ»¡Ã³Ð·Õè¨Ó໚¹ÊÓËÃѺ¸ØáԨÌҹ¡Òá¿ Ñé§á ‹àÁÅç´¡Òá¿ä»¨¹¡ÃзÑè§ à¤Ã×èͧÁ×Íà¤Ã×èͧ㪌ãËÞ‹ - àÅç¡ã¹ÃÒ¤ÒÂØ Ô¸ÃÃÁ áÅÐÊдǡÃÇ´àÃçÇ´ŒÇÂÃкº Cash & Carry

COFFEE•COMPANY

Musetti is directly involved in the import of raw material (from 23 countries of 3 continents). Musetti is specialized in the roasting, blending, and marketing of the finished product.

With the use of the most modern technology available, Musetti has utilizes a vacuum- and modified-atmosphere-packaging methods to preserve the aroma the real Italian espresso coffee longer. Musetti’s coffee was awarded admission into the C.S.C. (Certified Special Coffees), an association borne by the experience and passion of roasters who share the same vision for coffee: promoting a culture of high-quality

In 1934, Luigi Musetti founded Torrefazione Musetti S.r.l in Piacenza, Italy under the name Casa del Caffè. It was a shop in the center of town where the Musetti family roasted and sold coffee to the town’s citizens.

Musetti ¾ n³¢³ ´ ¹¤ µ ´¾ n³¨² ¹ µ ( ³ 23 ¤±¾ ©Á 3 ¨¶ ) Musetti ¢¶ ¨³¢¾ ¶Æ£¨ ³éÁ ³¤ ²Æ¨¾¢¦Å ³¿ «¤n³ «¤¤ q¾ ¦ q ³¿ ¿¦± ³¤ ¦³ Musetti Á n¾ À À¦£¶«¢²£Á¬¢m ¶Æ¢¶®£ºm®® ¿ ¤¤ 衲 q«ºéé³ ³©¾ ¸Æ®¤² ª³ ¦µÆ ¶Æ¿ n ¤µ ® ³¿ ®µ ³¾¦¶£ ¾®«¾ ¤«À m¨nÁ¬n n ³ £µÆ ·Ç ³¿ ® Musetti  n¤² ³¤¤² ¤® ³ C.S.C. (Certified Special Coffees) ·Æ ¾ | «¢³ ¢ ¶Æ m® ²Ç ·Ç ³ ¨³¢¤² ¿¦± ¨³¢¬¦ Á¬¦ ® ² ²Æ¨ ³¿ ºn ¶Æ n® ³¤¿¦ ¾ ¦¶Æ£ ¨µ«²£ ²© q¾¤¸Æ® ³¿ ¤±¬¨m³ ² ¾ ¸Æ® ´¢³ ·Æ ³¤ ² ³ ¹ ¡³ ® ³¿

Musetti’s certifications:

Á d .©. 1934 Luigi Musetti m® ²Ç Torrefazione Musetti S.r.l Á ¾¢¸® Piacenza ¤±¾ ©®µ ³¦¶¡³£Á n ¸Æ® Casa del Caffè ·Æ ¾ | ¤n³ ¶Æ ²Ç ®£ºmÁ ¦³ ¾¢¸® ¤® ¤²¨ Mesetti ²Æ¨¿¦± ³£¾¢¦Å ³¿ Á¬n ² ¤± ³ Á ¾¢¸® ²Ç

• UNI EN ISO 9001:2000, since 2002 year • B.R.C. HIGHER LEVEL GRADE A, since 2005 year

After a few years the shop could not meet the number of requests to satisfy the growing number of customers.

At the end of the 1950s the Musetti family bought a 3,000 square meter area near the Po river and the Piacenza railway station where the first Musetti factory was built and equipped with industrial roasting and packing machines.

¢m ¶Æ d m³  ¤n³ ¿¬m ²Ç Å¢m«³¢³¤ ¦µ «µ n³¾ ¸Æ® ® « ® ¨³¢ n® ³¤ ® ºn ¤µÀ¡ ¶Æ¢¶ ´ ¨ ¾ µÆ¢ ·Ç  n ¦³£ ©¨¤¤ª ¶Æ 50 ¤® ¤²¨ Musetti · ¸Ç® ¶Æ µ 3,000 ³¤³ ¾¢ ¤Á ¦n¿¢m Ç´À ¿¦±« ³ ¶¤  ® ¾¢¸® Piacenza ¿¦± ¶Æ ¸ ²Ç  n ¦³£¾ | ¶Æ ²Ç À¤ ³ ¿¬m ¿¤ ® Musetti ¶Æ¢¶¾ ¤¸Æ® ²Æ¨¾¢¦Å ³¿ ¿¦±¾ ¤¸Æ® ¦µ ¤¤ 衲 q ³ Á¬ém ¶Æ Á nÁ ®¹ «³¬ ¤¤¢

• BIOAGRICERT (coffee from organic farming), since 2000 year • FAIRTRADE coffee, since 2007 year • SCAE (Specialty Coffee Association of Europe), since 2003 year

From the coffee bean to the cup, every step and process is always tightly monitored. Every batch of green coffee is selected, checked, tested, tasted, and finally roasted using an old drum system.

³ ¾¢¦Å ³¿ «ºm ³¿ ¿ m¦± n¨£ ¹ ²Ç ® ¿¦± ¹ ¤± ¨ ³¤Â n¤² ³¤ º¿¦ ®£m³ ¾ n¢ ¨ ¾¢¦Å ³¿ « ¿ m¦±¤¹m m³ ³¤ ² ¾¦¸® ¤¨ «® ¿¦± «® ¤« ³ µ ¤¨¢ ²Ç ³¤ ²Æ¨ n¨£¤º ¿ ²Ç ¾ µ¢

In 2003 the company moved to a new, modern 15,000 square meter plant in Pontenure, Piacenza.

Modern technologies and fully automatic equipment made Musetti one of the leading coffee roasting companies.

Here, besides the offices, production, and packaging storehouse, there is a 250 square meter area for the Latteart Coffee School, a real Italian school for espresso coffee experts.

Á d .©. 2003 ¤µª²  n£n³£ ¶Æ ²Ç À¤ ³ Á¬¢mÀ £®£ºm ¸Ç ¶Æ 15,000 ³¤³ ¾¢ ¤Á Pontenure ¾¢¸® Piacenza ¾ À À¦£¶«¢²£Á¬¢m¿¦±¾ ¤¸Æ® ¢¸® ³¤ ¦µ ¿ ®² À ¢² µ ´Á¬n Musetti ¦³£¾ | ºn ´Á ¹¤ µ ³¤ ²Æ¨¾¢¦Å ³¿ ¿¦± ® ³ ²Ç À¤ ³ ¿¬m ¶Ç ±¾ | ¶Æ ²Ç ® «´ ² ³ À¤ ³ ¦µ «µ n³¿¦± À ² ¾ Å «µ n³¿¦n¨ ¸Ç ¶Æ 250 ³¤³ ¾¢ ¤ £² ¦³£¢³¾ | ¶Æ ²Ç ® À¤ ¾¤¶£ «® ³¤ ´¦³¾ n®³¤q «Â ¦q®µ ³¾¦¶£ ³ ¿ n «´¬¤² ºn¾ ¶Æ£¨ ³é ³ n³ ³¿ ¾®«¾ ¤«À m®¶ n¨£ From its birth till today, the Musetti family has paid passionate and continuous attention to the quality of their product and to technological innovations. Musetti coffee attains better and better results in the cup by not only gathering exceptional aromas and flavours, but also by holding high hygienic and sanitary standards through the production line.

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In addition to researching the most suitable blends for its customers, Musetti is proud of its Latteart Coffee School for espresso Coffee experts, an institution able to supply different levels of optimal training courses for those who want to enter the barista profession. Thanks to many years experience, Musetti’s Latteart Coffee School is among the world’s most qualified and famous schools.

³ ¨² ¿¤ · ¨² ¶Ç ¤® ¤²¨ Musetti  n ¹m¢¾ ¨³¢¤² ¿¦± ¨³¢Á«m Á Á¬n ² ¹ ¡³ ® «µ n³¿¦± ³¤ ² ³ ³ ¾ À À¦£¶ ³¿ Musetti ¤±« ¨³¢ «´¾¤Å «º ·Ç ®£m³ m®¾ ¸Æ® ³¿ ¿ m¦± n¨£ ® ³ ± ¤± ®  n¨£ ¦µÆ ¬®¢ ® ®¨¦¿¦±¤« ³ µ ¦¢ ¦m®¢¿¦n¨ £² ¢¶¢³ ¤ ³ n³ «¹ ® ³¢²£ ¦® ¤± ¨ ³¤ ³¤ ¦µ ®¶ n¨£

® ³ ³¤ n ¨n³¬³¾ ¦ q ³¿ ¶Æ ¶ ¶Æ«¹ «´¬¤² ºn ¤µÀ¡ Musetti ¡º¢µÁ Á ³¤ m® ²Ç Latteart Coffee School «´¬¤² ºn¾ ¶Æ£¨ ³é n³ ³¿ ¾®«¾ ¤«À m « ³ ² ¶Ç¤® ¤² ºn ¶Æ¾ n³©· ª³Â nÁ ¬¦³£¤± ² ¿¦±¢¶¬¦² «º ¤ e ® ¤¢ ¶Æ¬¦³ ¬¦³£ «´¬¤² ºn ¶Æ n® ³¤ n³¨¾ n³¢³¾ | ³¤µ« n³¢¸®®³ ¶ ¤±« ³¤ q®² £³¨ ³ ´Á¬n Latteart Coffee School ¾ | « ³ ² ¶Æ¢¶ ¸Æ®¾«¶£ ¿¦±¾ | ¶Æ£®¢¤² Á ¤± ² «³ ¦

The person responsible for training is Luigi Lupi; he is known world-wide for his technique, speed, and elegance while working.

Luigi Lupi ¾ | ºn¤² µ ® ¬¦² «º ¤ ³¤® ¤¢ m³ Ä ¾ ³¾ | ¶Æ¤ºn ² ®£m³ ¨n³ ¨³ Á ¾¤¸Æ® ¾ µ ¨³¢¾¤Å¨¿¦± ¨³¢«¦±«¦¨£Á ³¤ ´¦³¾ n®³¤q

We have pride in the results obtained by our schools. Some of our students have become professional baristas and have obtained important honors, winning national championships in Russia, Ukraine, Romania, Czech Republic, Costa Rica, Guatemala and Japan.

¾¤³¢¶ ¨³¢¡º¢µÁ Á ¦¦² q ¶Æ n ³ « ³ ² ® ¾¤³ ² ¾¤¶£ ® ¾¤³ ³ ¦³£ ¾ | ³¤µ« n³¢¸®®³ ¶ ¿¦±Â n¤² ¤³ ¨²¦«´ ²é ¾ m ¤³ ¨²¦ ±¾¦µ© ³¤¿ m ² ³¤µ« n³ ¤± ² ³ µÁ ¤±¾ ©¤²«¾ ¶£ £º¾ ¤ À¤¢³¾ ¶£ «³ ³¤ ¤² ¾ Å ®« ³¤µ n³ ²¨¾ ¢³¦³ ¿¦±é¶Æ ¹h

. 27

Zhou Yungui Chinese barista champion 2009 It is our pleasure to have an opportunity to talk to Mr. Zhou Yungui, the winner of China Barista Championship 2009. In this issue, Barista Talk reveals the secrets of his success today.

When did you become a barista?

I started this career in a coffee shop in 2002. At that time, I did not know much about coffee. I have been learning more and more since the day I began this career until today. Later, in 2006, I had the chance to attend the national barista competition for the first time. Since then, I kept attending barista competitions and in 2009 I won the national championship.

How did you prepare yourself for the competition?

Being the champion of this competition is the result of strong intention, diligence, and good practice. The most important thing is that you must not give up. Sometimes, you might make mistakes, but you must accept them as lessons that will help you to improve your skills. Certainly, brewing coffee on stage is different from working in a coffee shop. When I was on stage for the first time, I was so excited that my hands were shaking. With experience, however, I began to understand that brewing in a competition is similar to serving coffee to customers in café. We have to concentrate on presenting our products to customers. A high level of concentration is very important. We have to leave our nervousness behind because it entirely affects our performance.

What is your signature drink?

To come up with my signature drink, I was inspired by a butterfly.

I felt that a butterfly’s life is like a barista competition. Our preparation for the competition is so long, while the real competition only lasts ten minutes. The competition makes me feel good, but also suffered. This is like a butterfly: beautiful, but short-lived. Therefore, I added salt into my signature drink to create a salty taste, representing the hidden suffering. Besides that, I added roses and lemon skin in order to remind the audience of the colorful liveliness of spring, the period that butterflies can be found everywhere. All of these combine nicely for a good cup of coffee.

What is your advice for new baristas?

It takes quite a long time to learn how to brew coffee. To make good coffee, you have to be able to drink coffee and actually taste and feel it.

If you drink a cup of coffee and cannot feel anything, you will never know the real taste and there is no way for you to improve your skills.

Therefore, it is important to know about coffee in depth. One needs to know how to adjust appropriate water temperature, how to brew good coffee, and many other factors.

One also needs great determination. Sometimes, it is difficult to make good coffee and one might feel down. Just take it easy. You have to learn to truly love coffee, and then you will be happy to work with it.

If you have a chance to attend a competition, just try to make yourself feel comfortable and conceal your excitement. Do not worry too much about the prize. It is nice if you can win, but the most important thing is that you should never give up. As long as you keep trying your best, your goal will one day be achieved. Do not let one failure stop you from making another step towards your ultimate goal.

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Barista Talk ® ¾¤³ ² ¶Ç¢¶ ¨³¢£µ ¶¾ | ®£m³ £µÆ ¶Æ  n º ¹£ ² ® ¨ ¾¤³ ¶ÆÁ n¾¨¦³¾ ¤¶£¢ ²¨ ³ ¢³ ¿ m¾¨¦³«´¬¤² ³¤¿ m ² ¤µ ²Ç ¢¶ ¹ À ¨¬¨µ ¹n£ ¾ n³ ® ´¿¬ m ¿ ¢ l China Barista Championship 2009 ¾ ¶£ ¿ m 10 ³ ¶¾ m³ ²Ç ³¤¿ m ² Á¬n ¨³¢¤ºn«· ¶Æ«¨£ ³¢¿ m Å¿ ¨n n¨£ ¨³¢ ¤¢³ ¾¦Å n®£ ¾¬¢¸® ² ¶¾«¸Ç® ¶Æ«¨£ ³¢¿ m®³£¹«²Ç n¨£¾¬ ¹ ¶Ç ¢ · ¾¤³¢³ º ² ¨m³¾ ³¢¶¾ ¦Å ¦² µ¾©ª®±Â¤ · n³¨¢³ · è ¶Ç n ¾ µ¢¾ ¦¸®¦ Á ¾ ¤¸Æ® ¸Æ¢«º ¤ µ¾©ª ¶Ç n¨£ ¾ ¦¸®¢¶¤« ³ µ¾ Å¢¿¦±Á¬n ¨³¢ ¹ ¾¤µÆ¢ n ®³ ¶ ³¤µ« n³ ²Ç ¿ m¾¢¸Æ®Â¤? ¤ºn«· · ¨³¢ ¤¢³ ¿ ¾®³Â¨n ® ³ ¶Ç£² Á«m ® ¹¬¦³ ¿¦±¾ ¦¸® ¢± ³¨ ¢¾¤µÆ¢ n ³ ³¤µ« n³¾¢¸Æ® d 2002 À £ ³¤ ´ ³ Á ¤n³ ³¿ ® ²Ç ´Á¬n ºn · · ¨³¢« ¸Æ « Á«Á m¨ ¥ ºÁ ¢n ¦µ ·Æ ¾ | m¨ ¾¨¦³ ¶Æ¾¬¦m³ ¢£² ¢m¤ºn ² ³¿ ¢³ ² ®³©²£ ³¤¾¤¶£ ¤ºn®£m³ m®¾ ¸Æ® ¢³ · z è ² ¶¾«¸Ç® ±®® ¢³À £ µ ¿ ¨ µ ¾¬¦m³ ¶Ç «¢ «³ ² ³¿  n®£m³ ¦ ²¨ ¿¦±Á d 2006 ¢ Å¢¶À® ³«Â n¾ n³¤m¨¢ ³¤¿ m ² ³¤µ« n³Á ¤± ² ³ µ ³ ²Ç ¢ ž n³¤m¨¢ ³¤¿ m ² ¢³ ¦® ¤± ²Æ Á d 2009 ¶Ç ·  n¾ | ´¿ ± ´«´¬¤² ³¤µ« n³¤¹m Á¬¢m? ¿ ¢ lÁ ³¤¿ m ² FHC ³¤ ³¿ n® Á n¾¨¦³¾¤¶£ ¤ºn m® n³ ³ ± ³¿ Á¬n ¶Â n®² ² ¿¤ n ® ¸ Æ¢ ³¿ Á¬n nÁ ¤± ² ¶Æ«³¢³¤ «²¢ ²« · ¨³¢¤ºn«· n³ Á  n¾«¶£ m® ¹ ¾ ¤¶£¢ ²¨«´¬¤² ³¤¿ m ² ®£m³ ¤? «´¬¤² ´¿¬ m ¿ ¢ l ¶Æ  n¢³Á ¤²Ç ¶Ç ¢ ¸®¨m³¾ | ¦¦² q ® ¨³¢ ¾ ¤³±¬³ ¹ ³¿ ®® ¢³ n¨£¬ ·Æ ¾¢¸Æ® µ¢ º¿¦n¨¿ m ¦² ¢m¤ºn¨m³¤« ³ µ ²Ç ¢¹m ¢²Æ £² ¿¦± ³¤ e n®¢ ¦® «¶Æ d ² ²Ç ¿ m ¢¾¤µÆ¢ n³¨¾ n³¢³ ¾¨ ¶ ³¤ ¾ | ¤« ³ µ ¶Æ¿ n ¤µ ® ³¿ µ ²Ç ¬¤¸®Â¢m ¹ Å ±Â¢m«³¢³¤ ¤² ¤¹ ¿ m ² è «´ ²é ¸®¾¤³ n® ¢m£®¢¿ n ®³ ¢¶ ³ ¤²Ç ¶Æ ´ ¦³ Å n® ¾ Å ¬¤¸® ² ³ d¢¸® m®Â  n ² ²Ç · n® ´ ¨³¢¤ºn ² ² ³¿ Á¬n¦· ·Ç n® ¤ºn ² ¨³¢ µ ¦³ ²Ç ¢³¾ | ¾¤¶£ ¾ ¸Æ® ² ³ ¨³¢«³¢³¤ ® ¾¤³Á¬n«º £µÆ ·Ç ¤² ®¹ ¬¡º¢µ ® Ç´ ¨µ ¶ ´¿¦± z ²£ m³ Ä Â n ³¿ ¶Æ ¶ ¿¦±¿ m ® ¨m³ ³¤ ³¿ ¾¨ ¶ ³¤¿ m ² £m®¢¿ m³ ³ ³¤ ³¿ ® ³ ¶Ç£² n® ¢¶ ¨³¢¢¹m ¢²Æ ¢m£®¢¿ n ³¤ ³¿ Á¬n ¶Á ³ ¤²Ç Á ¤n³ ³¿ ®£m³ «µÇ ¾ µ ¤²Ç ¿¤ ¢¾® Ťºn«· ¸Æ ¾ n ¢¸®«²Æ ¿ m¾¢¸Æ®¢¶ ¤±« ³¤ q¢³ ·Ç ¢ ž¤µÆ¢ µ  n¿¦±¾ n³Á ¨m³ ³¤¿ m ² ²Ç ž¬¢¸® ² ¨³¢£³ ¦´ ³ · ±¾ µ ¨³¢£m® n® ´Á Á¬n« ³£ ¹ n® ´Á¬n ²¨¾® ³¤Á¬n ¤µ ³¤¦º n³Á ¤n³ ¾ m ² ¾¤³ n® ²Ç Á ´¾« ®«µ n³Á¬n¿ m¦º n³ ¤ºn«· ® ¿¦±¤² ³¿ Á¬n n®£m³ ¿ n ¤µ ¾«¶£ m® ¿¦n¨ ³¤ ´Á «µÆ ¶Æ¾¤³¤² Å ± ¨³¢ ²Ç Á ² ¾ | «µÆ «´ ²é ¾¤³ n® ² ¨³¢ ¸Æ ¾ n ®®  Á¬n n ¾ ¤³± ¢¶ ¨³¢«¹ ¾® À £ ¤µ£³£ ¨³¢ ¸Æ ¾ n ²Ç ±«m ¦ m® ³¤¿« À £¤¨¢ ²Ç ¬¢ ¬³ ¢¶À® ³«Â n¾ n³¤m¨¢ ³¤¿ m ² Å ´Á Á¬n« ³£ m¢ ¨³¢ ¸Æ ¾ n ¾®³Â¨n ®£m³ µ ¢³ ¾¤¸Æ® ´¿¬ m ¬³ ´Â n Å ² ¨m³ ¶ ¿ m¬³ ¢m n Å®£m³ ¾ ¤¸Æ® ¸Æ¢«º ¤ µ¾©ª ® ¹ ? ¾ ¤¸Æ® ¸Æ¢«º ¤ µ¾©ª ® ¢Â n¿¤ ² ³¦Á ¢³ ³ ¶¾«¸Ç® ¢¤ºn«· ¨m³ ¤µ ² ² ¢² ¢³ ®¾ ¶£ ¾¤³Â¢m£®¢¿ n n³¨² ¶Ç£² ´Â¢m n Å £³£³¢ m®Â ³¤ ´¤ ¶¨µ ® ¶¾«¸Ç®¢¶¦² ª ± ¦n³£ ² ³¤¿ m ² ³¤µ« n³®£m³ ¨ ¾¤³ ®£m³ ¤¾«¶£À® ³« Å n® ¾ | ® ¾¤³«² ¨² ®£m³Á¬n ¨³¢ m³£¿ n¾ ¶£ ¤²Ç ¾ ¶£¨ ¶¾«¸Ç®¾ | «µÆ ¢¶ ¶¨µ ¶Æ«¨£ ³¢¿ m Å¢¶®³£¹Â ¶Æ«²Ç ¢³ ¾ ¤¶£  n ² ³¤¿ m ² ¢³¦n¢¾¦µ ¨³¢ ²Ç Á ¿¦± ¨³¢ £³£³¢ ® ¾¤³

Benyapa Naowan Thailand Barista Champion 2009 Why did you become a barista?

At first, I liked to work in restaurants and I was used to the job. In 2005, I started to work as a shop manager for Black Canyon in Thailand. Because of my curiosity, I have tried to work in every position, including being a cashier, working in the kitchen and later ending up behind the counter bar as a barista. Black Canyon offered a basic barista course for new staffs and it really helped me with getting into the job.

What is your favorite thing about being a barista?

I enjoy working behind the counter bar, creating drinks, and brewing a variety of beverages according to customers’ orders. The most fun part is brewing with an espresso machine.

What experience prior to competing at the WBC did you have?

Before the national competition, I attended a competition for all baristas working in Black Canyon shops from all around Thailand. At that time, I only wanted to know what a barista competition would be like and how I would feel in the competition. The results were beyond my expectations. I won the company’s latte art competition and represented the company at the National Thai Barista Championship (NTBC) 2008. I received 3rd place and felt proud of my achievement.

It was another step in being a barista. Then I set up another goal: I wanted to be a champion. At NTBC 2009, I won the competition and represented Thai baristas at the World Barista Championship (WBC) in Atlanta, USA, April 16-19, 2009.

. 29

“Hario ä´ŒÃѺ¤ÇÒÁäÇŒÇҧ㨨ҡªÒÇÞÕè»Ø†¹ÁÒ¹Ò¹¡Ç‹Ò 80 »‚”

What impressed you at the WBC? At this competition, although I did not win any prize, I gained a lot of experience. I had the chance to meet new friends who are barista champions from around the world. Also, I felt proud that for once I, as a barista, was on stage for an international competition.

Who is your mentor?

My mentor is Mr.Supot Leesuwattanakul, Thailand Barista Champion 2006. He taught me how to make coffee.

How did you prepare yourself for WBC? I started preparing myself three months before the competition.

The training was very serious and intense.

What is your future plan?

I will keep learning because coffee knowledge is endless. I also like to help train the next generation of baristas.

What advice can you offer to new baristas?

In order to become a successful barista, you need to have a clear goal and be yourself. There is no need for you to imitate anybody else.

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¼ÙŒ¹Ó´ŒÒ¹à¤Ã×èͧᡌÇáÅÐÍØ»¡Ã³ÐªÒ, ¡Òá¿ÁÒ¹Ò¹¹Ñº 80 »‚ ¨Ò¡»ÃÐà·ÈÞÕè»Ø†¹ ´ŒÇ¾Ѳ¹Ò¡ÒôŒÒ¹¡ÒüÅÔ Í‹ҧ ‹Íà¹×èͧ·ÓãËŒ Hario ÁÕ¼ÅÔ Àѳ±ÐãËŒàÅ×Í¡ÊÃÃÁÒ¡ÁÒ ËÅÒÂÌͼÅÔ Àѳ±Ð «Öè§ÅŒÇ¹ä´ŒÃѺ¡ÒÃÂÍÁÃѺÁÒáŌǷÑèÇâÅ¡ 65/5 «ÍÂ⪤ªÑÂËÇÁÁÔ Ã ¶¹¹ÇÔÀÒÇ´ÕÃѧÊÔ à¢ ¨ بѡà ¡ÃØ§à·¾Ï 10900 Tel: +66 2276 0741 ext. 27 Fax: +66 2276 0742 www.a4coffee.com

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“ p i l Ò § ¤rÓ ¨ i i ¥ ¤ « i¥iÓ |Ó ...”

l ¤ / Caramel • / Vanilla • ¤s / Hazelnut • ¤ Ï ¤ Ö Ö¥ || ­ / Peppermint Paddy • o r Ô ÊÛ / English Toffee

¤ Ö ¬ / Rasberry • i Ó / Banana • } ¤ Ö ¬ / Strawberry • ¦ ¤}«| ¤s / Toasted Hazelnut • ¤ rÖ / French Vanilla

i ¥ ¤ r ¥}Òoi ¬ ” ­ p ¬ / Lychee • r / Peach • i / Kiwi • ¦ / Rose • ¤ / Lemon

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§ Ó ª |Ó ­ ¨ Ó ØÛ p i Ö ¤ Ö l (Palm Bay Club Real Fruit Smoothies) | |Ó } s p i ¨ Ó¥ Ó”

r« i¦i¥ }s / Chocolate Sauce • l ¤ s / Caramel Sauce • ¨ Ör« i¦i¥ }s / White Chocolate Sauce

¡l¡ ¦s / Blue Curacao • i / Kiwi • } ¤ Ö ¬ / Strawberry • ¥l ¤ Ö ¬ / Cranberry • ¥ ¤ ÉÜ / Apple

} ¤ Ö ¬ ¡ } ­ / Strawberry Smoothie • Ò o ¡ } ­ / Mango Smoothie • isÖ¤ Ö ¬ ¡ } ­ / Mixed Berry Smoothie

¬ Ó i ¥ §i Ól { ¬ u i {ÖÖ www.k2.co.th Tel. 02-276-5170

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Vanilla-Caramel Treat

Mixed Berry Soda

For those who love sweet things, this is your drink. Appropriate for enjoying after dinner as a desert drink.

This refresher trumps the berry-flavored soda brands, hands down. The fresh fruit comes through clearly, making this drink a gourmet alternative to bottled products.

«´¬¤² ºn ¶Æ ® ¨³¢¬¨³ ¶Æ ¸®¾ ¤¸Æ® ¸Æ¢ ¶Æ«¤n³ «¤¤ q ·Ç ¾ ¸Æ® ¹ ¿¦±¾¬¢³±«´¬¤² ¸Æ¢¾ | ® ¬¨³ ¬¦² ®³¬³¤¢¸Ç®¾£Å Ingredients / «m¨ «¢ 1. Espresso shot 30 cc ¨¶ ¶ ´ 2. DaVinci French Vanilla Syrup 7.5 cc 1. ¨ DaVinci French Vanilla Syrup 3. DaVinci Caramel Sauce 10 cc 4. Pasteurized milk 180 cc ¿¦± DaVinci Caramel Sauce ¦ Á n¨£¾«µ¤q 8 ®® q Preparatio 1. Pour DaVinci French Vanilla Syrup and 2. ´ Å® ³¿ ¾®«¾ ¤«À m¦ Á n¨£ DaVinci Caramel Sauce into an 8 oz. cup 3. ´ ¢« ³«¾ ®¤q  ¤«q  « ¶ ¢ Á¬n ¤ n ® 2. Add freshly brewed espresso ¤µ Ç´ ¢¦ ¦ Á n¨£ ¾ ¸® ¾ Å¢ 3. Add steamed milk 4. ² À ¢ ¢¾ ¶£ c n³ ¤n®¢¾«µ¤q 4. Top with foamed milk

¾ ¤¸Æ® ¸Æ¢¿ n¨ ¶Ç¢¶ ¨³¢« ® ¤« ¦Â¢n¿ ®£ºmÁ ¤« ³ µ ® ¾ ®¤q¤¶ÆÀ ³ ¾ ¤¸Æ® ¸Æ¢¿ n¨ ¶Ç · ®³ ¦³£¾ | ºm¿ m «´ ²é ® Ç´ ¦Â¢n ¤¤ è ¨ Á n® ¦³ Å n Ingredients / «m¨ «¢ 1. Palm Bay Mixed Berry Smoothie 30cc 2. DaVinci Strawberry Syrup 15cc 3. Soda 150 cc 4. Ice 16 oz.

¨µ ¶ ´ 1. ¨ DaVinci Strawberry Syrup ¿¦±

Preparation 1. Mix DaVinci Strawberry Syrup and Palm Bay Mixed Berry Smoothie 2. Pour the mixed syrup into a glass of ice 3. Fill up the glass with soda

Á¬n¾ n³ ² 2. ¾ µ¢ Ç´¿ Å ¦ Á ¿ n¨¾«µ¤q 16 ®® q ¾ Å¢¿ n¨ ³¢ n¨£Â ¤² ¶Æ «¢Â¨n¿¦n¨ 3. ¾ µ¢À ³ ¾ Å¢¿ n¨ ¤n®¢¾«µ¤q

Palm Bay Mixed Berry Smoothie

Kiwi-Cranberry Cocktail

Chocolate-Hazelnut Frappe

Kiwi dominates the flavor in this elixir, although the cranberry provides a provocative contrast, making this drink exotic and delectable.

This rich and creamy blend approaches something like liquefied Nutella, which is obviously a good thing.

¤« ³ µ ® ¶¨¶ ¸®¾ | è ¾ m ® ¾ ¤¸Æ® ¸Æ¢¿ n¨ ¶Ç ¿¢n¨m³¿ ¤ ¾ ®¤q¤¶Æ ±¾ n³¢³«¤n³ «¶«² n¨£ ¤« ³ µ ¶Æ®³ ±¤ºn«· m® n³ ·Æ ² ¿¦± ² · ¢m m³¿ ¦ Á n³ Kiwi-Cranberry Cocktail ¶Ç ±«¤n³ ¨³¢¿ ¦ Á¬¢m ¶Æ m³¦µÇ¢¦® Ingredients / «m¨ «¢

«m¨ «¢ ¶Æ¢¶ ¨³¢¾ n¢ n ¿¦±¾ | ¾ ¸Ç® ¤¶¢ ´Á¬n¾ µ ¾ ¤¸Æ® ¸Æ¢ ¶Æ¢¶¤«¾¬¢¸® Nutella ·Æ Á¬n ¤« ³ µ ¶Æ ¶®£m³ m³ ·Æ Ingredients / «m¨ «¢

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DaVinci Kiwi Syrup 22.5 cc DaVinci Cranberry Syrup 7.5 cc Soda 150 cc Ice 16 oz.

Preparation 1. Mix DaVinci Kiwi Syrup and DaVinci Cranberry Syrup 2. Pour the mixed syrup into a glass full of ice 3. Fill up the glass with soda

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¨µ ¶ ´ 1. ¨ DaVinci Kiwi Syrup ¿¦± DaVinci Cranberry Syrup Á¬n¾ n³ ² 2. ¾ µ¢ Ç´¿ Å ¦ Á ¿ n¨¾«µ¤q 16 ®® q ¾ Å¢¿ n¨ ³¢ n¨£Â ¤² ¶Æ «¢Â¨n¿¦n¨ 3. ¾ µ¢À ³ ¾ Å¢¿ n¨ ¿ m ¤n®¢¾«µ¤q

Espresso shot 60 cc DaVinci Roasted Almond Syrup 15 cc DaVinci Chocolate Sauce 30 cc DaVinci Frappease Powder 2 tbsp Pasteurized milk 30 cc Ice 16 oz.

Preparation 1. Add all the ingredients into a blender 2. Blend and pour into a 16 oz. glass

English Toffee Latte

Rum-Coffee Mocktail

This flavored latte makes for surprisingly soft and rounded taste. Where the syrup used dictates the tastes of some lattes, the syrup compliments rather than overpowers the espresso in this drink.

For those who tend to shy away from alcohol, this is an excellent alternative to a much celebrated frozen cocktail.

¤« ³ µ ¶Æ «¢®£ºmÁ ¦³¾ n n¨£ ¶ÇÁ¬n ¨³¢¤ºn«· ¹m¢ ¨¦¿¦± ¦¢ ¦m®¢®£m³ m³ ¤±¬¦³ Á Á ± ¶Æ Ç´¾ ¸Æ®¢®³ ¾ | ²¨ ´¬ ¤« ³ µ ® ¦³¾ n¿ n¨®¸Æ Ä ¿ m«´¬¤² ¦³¾ n n¨£ ¶Ç¿¦n¨ Ç´¾ ¸Æ®¢ ¸®¾ | «m¨ ¶Æ¾ n³¢³«¤n³ ¾« m¬qÁ¬n ² ³¿ ¾®«¾ ¤«À m®£m³ µ¾« ¢µÂ n Ingredients / «m¨ «¢ 1. Espresso shot 30 cc 2. DaVinci English Toffee Syrup 7.5 cc 3. Pasteurized milk 180 cc Preparation 1. Pour DaVinci English Toffee Syrup into an 8 oz. cup 2. Add freshly brewed espresso 3. Add steamed milk 4. Top with foamed milk 34

.

¨¶ ¶ ´ 1. ¨ DaVinci English Toffee Syrup ¦ Á n¨£¾«µ¤q 8 ®® q 2. ´ Å® ³¿ ¾®«¾ ¤«À m¦ Á n¨£ 3. ´ ¢« ³«¾ ®¤q¤«q « ¶¢Á¬n¤n® ¤µ Ç´ ¢¦ ¦ Á n¨£ ¾ ¸® ¾ Å¢ 4. ² À ¢ ¢¾ ¶£ c n³ ¤n®¢¾«µ¤q

¨µ ¶ ´ 1. ¨ «m¨ «¢ ²Ç ¬¢ ¦ Á À z} 2. z} ¾ ¤¸Æ® ¸Æ¢¾ ¶£ ¾ | ¾ ¸Ç®¾ ¶£¨ ² ¾ ¦ Á ¿ n¨ 16 ®® q

«´¬¤² ºn ¶Æ n® ³¤¬¦¶ ¾¦¶Æ£ ¾ ¤¸Æ® ¸Æ¢ «¢¿®¦ ®¯®¦q ¶Æ ¸® ³ ¾¦¸® Á¬¢m Á ³¤ ¸Æ¢ Å® ¾ ¦¾£Å Ä «´¬¤² ¹ Ingredients / «m¨ «¢ 1.

2.

3.

4.

4.

5.

Espresso shot 60 cc DaVinci Rum Syrup 15 cc DaVinci Caramel Sauce 30 cc DaVinci Frappease Powder 2 tbsp Pasteurized milk 30 cc Ice 16 oz.

Preparation 1. Add all the ingredients into a blender 2. Blend and pour into a 16 oz. glass

¨µ ¶ ´ 1. ¨ «m¨ «¢ ²Ç ¬¢ ¦ Á À z} 2. z} ¾ ¤¸Æ® ¸Æ¢¾ ¶£ ¾ | ¾ ¸Ç®¾ ¶£¨ ² ¾ ¦ Á ¿ n¨ 16 ®® q

. 35

signature •drink

Attila Molnar The 2008 Hungarian barista champion and finalist at the 2009 World Barista Championship It is with great pleasure Coffee T&I Magazine brings to the Asian barista community a column dedicated to expanding baristas’ coffee knowledge: Signature Drink. This column will feature exceptional baristas from around the world sharing their experience, knowledge, and passion for coffee, explaining the concept and method behind their unique coffee creations.

In this issue, Attila Molnar, the 2008 Hungarian barista champion and finalist at the 2009 World Barista Championship, tells us how to make his pumpkin signature drink.

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µ £«³¤ Coffee T&I ¢¶ ¨³¢£µ ¶ ¶Æ ±¾ µÆ¢ º ¨³¢¤ºn¾ ¶Æ£¨ ² ³¿ Á¬n ² ³¤µ« n³ ³¨¾®¾ ¶£ À £ ³¤ ´¾« ® ®¦²¢ qÁ¬¢m Signature Drink ·Æ ±¾ | ©º £q¤¨¢ ® ³¤µ« n³ ¶Æ¢¶ ¸Æ®¾«¶£ ³ ²Æ¨À¦ ¿¦±¾ | ¶Æ£®¢¤² ¢³¤m¨¢¿ m z ¤±« ³¤ q ¨³¢¤ºn¿¦± ¨³¢¬¦ Á¬¦Á ¾« m¬q ® ³¿ m³ ³¤® µ ³£ ¿ ¨ ¨³¢ µ ¿¦± ²Ç ® ³¤«¤n³ «¤¤ q¾ ¤¸Æ® ¸Æ¢«º ¤ µ¾©ª¾ ³± ²¨ ·Æ ² ¶Ç Attila Molnar ¿ ¢ l ³¤µ« n³ ³ ¤±¾ ©¯² ³¤¶ ¤± ´ d 2008 ¿¦± ºn m³ ¾ n³¤® µ ±¾¦µ©Á ³¤¿ m ² World Barista Championship 2009 ±¢³ ® ¾¦m³ · ¨µ ¶ ³¤ ´¾ ¤¸Æ® ¸Æ¢«º ¤ µ¾©ª ¶Æ¢¶«m¨ «¢ ® z ® Á¬n¾¤³Â n¦µÇ¢¦® ²

What is the inspiration behind your signature drink?

The source of the inspiration is a certain memory of my grandmother. Once she promised to create some dessert the next time I visited her. I was expecting a chocolate cake, but on the table there were baked pumpkin slices. Surprisingly, they were tasty and sweet. My idea for the drink comes from this pleasantly surprising experience.

¹ ´ ³ ¶Æ ¬ ? ® ¶Ç ¢¾ | ¤º«® ³¤µ« n³Á¬n ² Costa Coffee Á ¤±¾ ©¯² ³¤¶ ´Â¢ ¹ · ¬² ¢³ ¤± ® ®³ ¶ ³¤µ« n³? ¢¾¤µÆ¢ ´®³ ¶ ¶Ç¾¢¸Æ® 4 d ¶Æ¿¦n¨ ® ²Ç ¢¾ | ºn ² ³¤¤n³ ³¿ Á ¤±¾ © ¯² ³¤¶¿¦±¢¶À® ³« ² ³ ² ª±¿¦± ¨³¢¤ºn¾ ¶Æ£¨ n³ ³¿ ³ ³¤µ« n³ ³¨®µ ³¾¦¶£ ¸Æ® Valentino Sergi ¬¦² ³ ²Ç ¾ ¶£ ¢m ¶Æ«² ³¬q ¢Â n¾ n³¤m¨¢ ³¤¿ m ² Hungarian Barista Championship ¾ ¸Æ® «® ¨³¢«³¢³¤ ® ²¨¾® ¿¦±Â n¤² ¤³ ¨²¦ ¶Æ 2 Á ³¤¿ m ² ¤²Ç ²Ç ¿¦n¨ ¢ Å¢m«³¢³¤ ¬£¹ ¤± ® ®³ ¶ ³¤µ« n³Â n®¶ ¾¦£ ¹ µ ¨m³ ¹ «¢ ² µ®±Â¤ ¶Æ«´ ²é ¶Æ«¹ Á ³¤¾ | ³¤µ« n³? ¹ n® ´®³ ¶ ¶Ç n¨£Á ¿¦± £³£³¢ ´Á¬n ¶ ·Ç ¹ ¨² ³¿ ¾®«¾ ¤«À m ¶Æ¢¶ ¹ ¡³ ¿¦± ´¦³¾ n®³¤q ¶Æ«¨£ ³¢ ¹ ® ®±Â¤¢³ ¶Æ«¹ Á ³¤¾ | ³¤µ« n³? ¢«³¢³¤ ¾¤¶£ ¤ºn«µÆ Á¬¢mÄ ¾ ¶Æ£¨ ² ³¿ ¿¦± ³¤ ²Æ¨¾¢¦Å ³¿  n ¹ ¨² ¿¦± ¢ Å n ¨m³¢¶®¶ ¬¦³£«µÆ ¬¦³£®£m³ ¶Æ ¢£² ¢m¾ £ ¤³ ¢³ m® «´¬¤² ¢¿¦n¨ ³¤¾ | ³¤µ« n³ ¸®¾ | ¨³¢ n³ n³£ ¶Æ ¢ ® ¢³ ®±Â¤ ¸®¿¤ ² ³¦Á ® ¾ ¤¸Æ® ¸Æ¢«º ¤ µ¾©ª ® ¹ ? ¿¤ ² ³¦Á ® ¢¢³ ³ ¨³¢ ¤ ´ ¶Æ ¢¢¶¾ ¶Æ£¨ ² ¹ £m³ ® ¢ ¤²Ç ¬ ·Æ ¾ ®¾ £«²é鳨m³ ± ´ ¢¬¨³ Á¬n ¢ ³ ¬³ ¢Â ¾£¶Æ£¢¾ ®®¶ ¤²Ç ¢¬¨² ¨m³ ±Â n ³ ¾ n Å® À ¿¦ ¿ m À o± ¦² ¢¶ z ® ® ¿ m ³ Ä ¨³ ®£ºm ¿ m¿¦n¨ ¢ Å n® ±¦· ² ¤« ³ µ ¶Æ¿« ®¤m®£¿¦±¬®¢¬¨³ ¿ ¨ ¨³¢ µ ¶Æ®£ºm¾ ¸Ç® ¬¦² ¾ ¤¸Æ® ¸Æ¢ «º ¤ µ¾©ª ® ¢ · ¢³ ³ ¤±« ³¤ q ¶Æ m³ ¤±¬¦³ Á Á ¨² ²Ç

Description: This warm, creamy drink contains three different tastes: the pumpkin cream and the espresso together, the real taste of the Beloya coffee, and the freshness of the blueberry juice, which gives a nice, fruity aftertaste.

´ ´ ² ¨³¢: ¾ ¤¸Æ® ¸Æ¢ ¤¶¢®¹m Ä ¿ n¨ ¶Ç¾ | ³¤ «¢ «³ ® 3 ¤« ³ µ  n¿ m ¤« ³ µ ® ¤¶¢ z ® ¿¦±¾®«¾ ¤«À m ¤« ³ µ ¶Æ¿ n ¤µ ® ³¿ Beloya ¿¦±¤« ³ µ ¨³¢« ® Ç´ ¦º¾ ®¤q¤¶Æ ·Æ ¾ | ¶Æ¢³ ® ¤« ¦Â¢n ¶Æ¾ µ ·Ç ¬¦² ³ ¶Æ ¸Æ¢¾ ¤¸Æ® ¸Æ¢¿ n¨ ¶Ç¬¢  ¿¦n¨

Where do you work?

Now I'm working for the Costa Coffee in Hungary as a baristatrainer.

Why did you first become a barista?

I started almost four years ago. I became a manager of a coffee house in Hungary and had the chance to improve my coffee knowledge with an Italian barista, Valentino Sergi. After a few weeks I went to the Hungarian Barista Championship, just to try myself, and I got the second place. After that I couldn't stop being a barista.

What do you think is most important to being a good barista?

You must do it with heart and try to be better and better every day, making good espresso and pouring nice latte art.

What do you like most about being a barista?

I can learn more and more about coffee and roasting.

Through this, I realize how many things I don't know. In fact, I feel being a barista is a big challenge, and I like it.

Ingredients (makes four): • 4 shots espresso (Beloya) • 50 ml freshly squeezed blueberry juice • 50 ml mineral water • 50 ml whole milk • 50 ml cream (30% milk fat) • 30 ml dark Canadian maple syrup • 1 tablespoon Irish butter • 1 cup freshly grated pumpkin • 4 slices thinly sliced pumpkin Preparation: 1. Stir the 4 slices of pumpkin in a pan on both sides.

2. Melt the butter in another pan.

3. Add the freshly grated pumpkin, the water, and the maple syrup to the butter, and start to cook on a low heat. After a minute, add the toasted pumpkin slices.

4. Press the chilled blueberries.

5. Filter the blueberry pulp.

6. Filter the pumpkin sauce into a whipped cream canister with the milk and cream canister and leave it for 2 minutes.

7. Make the 4 espresso shots, and add 5-10 ml freshly squeezed blueberry juice.

8. Shake the canister well and put the cream on top of the espressos.

9. No need to stir the drink, just drink it in three sips.

Enjoy!

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«m¨ «¢ («´¬¤² ¾ ¤¸Æ® ¸Æ¢ 4 ¿ n¨) • ³¿ ¾®«¾ ¤«À m 4 Å® (Beloya) • Ç´ ¦º¾ ®¤q¤¶Æ ²Ç « 50 ¢µ¦¦µ¦µ ¤ • Ç´¿¤m 50 ¢µ¦¦µ¦µ ¤ • ¢ ( ¶Æ¢m¢¶ ³¤¿£  ¢² ®®  ) 50 ¢µ¦¦µ¦µ ¤ • ¤¶¢ ( ¢² ³ ¢ 30%) 50 ¢µ¦¦µ¦µ ¤ •  ¤² ¦µÆ ¿ ³¾ ¶£ ¾¢¾ c~¦¾ n¢ n 30 ¢µ¦¦µ¦µ ¤ • ¾ £Â®¤µ 1 n® À o± • ¾ ¸Ç® z ® º 1 n¨£ • z ® ³ ³ 4 ¿ m ¨µ ¶ ³¤¾ ¤¶£¢¾ ¤¸Æ® ¸Æ¢ : 1. ¨³ z ® ³ 4 ¿ m ± ± ¿¦n¨ ¦µ ¦² ²Ç 2 n³ 2. ¦±¦³£¾ £Á ± ± 3. ¾ µ¢¾ ¸Ç® z ® º Ç´ ¿¦±Â ¤² ¦µÆ ¾¢¾ c~¦ ¦ Á ¾ £ ¶Æ¦±¦³£Â¨nÁ n ¨³¢¤n® Æ´ ¾ | ¾¨¦³ 1 ³ ¶ ¿¦±Á«m z ® ³ 4 ¿ m ¦  4. ²Ç ¦º¾ ®¤q¤¶Æ ¶Æ¿ m¾£Å ¿¦n¨ 5. ¤® ³ ¦º¾ ®¤q¤¶Æ¾ ¸Æ® ´«m¨ ¶Æ¾ | Ç´¢³Á n 6. ¤® ®« ¦º¾ ®¤q¤¶Æ ¢ ¿¦± ¤¶¢ Á«m¦ Á ¨µ ¤¶¢ µÇ ¨n 2 ³ ¶ 7. ³¿ ¾®«¾ ¤«À m 4 Å® ¾ µ¢ Ç´ ¦º¾ ®¤q¤¶Æ ²Ç « 5-10 ¢µ¦¦µ¦µ ¤ 8. ¾ £m³¡³ ± ¶ÆÁ«m¨µ ¤¶¢Á¬n«m¨ «¢ n³ Á ¾ n³ ² ¬£® ¤¶¢¦ ³¿ ¾®«¾ ¤«À m 9. ¢m n® ¾ ¤¸Æ® ¸Æ¢Á¬n¾ n³ ² ¾ ¶£ ¸Æ¢¾ ¤¸Æ® ¸Æ¢Á¬n¬¢ ¡³£Á 3 µ ¹ Å ±Â n ¸Æ¢ Æ´ ² ¤« ³ µ ¶Æ¿« ®¤m®£

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. 39

chain•update

Excelso The Beginnings Excelso is the first coffee chain to operate in Indonesia. In 1991 Excelso opened its first coffeehouse, and now there are seventy outlets in seventeen cities. Kapal Api is the company’s first business, started in 1927, growing and processing coffee.

The owner wanted to educate Indonesian people how to drink coffee without mixing it with other beans or corn. That was a principle idea behind the opening of the coffee chain Excelso—not only to promote the coffee brand, but also to teach people how they might enjoy pure coffee. Excelso was first sold at select super markets, creating a brand image and consumer awareness.

The Brand The brand is intended for a more mature consumer. There are three branches of Exelso: Kafe Excelso, De’Exelso, and Excelso Express.

De’Excelso was opened for upscale malls. There is a wide variety of food items available on the menu and the products are of a high quality.

Kafe Excelso is for a less upscale market and offers more coffee drinks.

Excelso Express shops are located in places with a high volume of pedestrian traffic. These are for consumers who want to take their coffee on the go. Whereas the prices at Express outlets are higher than those at other Excelso outlets, branches at universities and schools sell their products at cheaper prices.

The Coffee Excelso’s house blend consists of a Robusta and Arabica blend.

Excelso also offers a single origin menu of 100% Arabica: Kalosi Toraja,

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Mandheling, and Java. Excelso was serving espresso before Starbucks or other big coffee chains came to Indonesia.

Indonesian Coffee Market Kapal Api, Excelso’s parent brand, enjoys a sixty-five percent market share of packaged coffee. Many Indonesians still prefer the traditional roasting and preparation method, but the market for espresso-style coffee is growing. The coffee market is expanding not only inside Jakarta, but throughout Indonesia. Indonesians have responded to espresso-brewed coffee, not espresso by itself, but typically mixed with milk and a syrup Excelso’s Strategy Excelso plans to expand overseas, most likely in the Middle East, such as Mecca and Medina, where many Indonesians visit. In Indonesia, Excelso plans to add ten more coffee shops, some in cities where there are no Excelso coffee shops yet. In addition to company-owned outlets, Excelso has around three or four franchised outlets, but only in new cities. The company hopes to attract potential franchisees.

è ¾¤µÆ¢ n Excelso ¾ | ¹¤ µ ³¿ ¿ ¾ ¿ ¤ q¿¤ ® ¤±¾ ©®µ À ¶¾ ¶£ Á d 1991 Excelso ¾ c ¤n³ ³¿ «³ ³¿¤ ¿¦± z è ² ¢¶¤n³ ³¿ ¨m³ 70 «³ ³Á 17 ¿¦± Kapal Api ² ¾ | ¹¤ µ ¿¤ ® ¤µª² ·Æ ¾¤µÆ¢ ·Ç Á d 1927 À £ ´ ³¤ ¦º ³¿ ¿¦±¿ ¤¤º ¾¢¦Å ³¿ « ¾ n³ ® ¹¤ µ ¤n³ ³¿ n® ³¤Á¬n ¨³¢¤ºn ² ³¨®µ À ¶¾ ¶£¾ ¶Æ£¨ ² ¨µ ¶ ³¤ ¸Æ¢ ³¿ À £¾¦¸® ³¿ ¶Æ¢m «¢¾¢¦Å n³¨À ¬¤¸®«µÆ ®¸Æ Á ·Æ m®¢³  n ¦³£¾ | ¿ ¨ µ ¬¦² ¶Æ®£ºm¾ ¸Ç® ¬¦² ³¤¾ c ¤n³ ³¿ ¡³£Á n ¸Æ® Excelso ® ³ ³¤ ¤± ³«²¢ ² q¿ ¤ q¿¦n¨ Excelso £² ´¬ n³ ¶Æ¿ ± ´ ºn ¤µÀ¡ Á¬n¤ºn ² ² ¨µ ¶ ³¤ ¸Æ¢ Æ´ ² ¤« ³ µ ® ³¿ ¤µ«¹ µÊ Á m¨ ¿¤ Excelso ¾¦¸® ¾ c «³ ³Á º¾ ®¤q¢³¤q¾ Å ¾ ¸Æ®¿ ± ´¿ ¤ q¿¦±«¤n³ ¨³¢ ¹n ¾ £ ¿ m ºn ¤µÀ¡ ¿ ¤ q ¿ ¤ q ¶Ç ²Ç Á ± · º ¨³¢« Á ³ ºn ¤µÀ¡ ¶Æ ¤³ · ¹ «¢ ² µ ®² · ¤±« q ® ³¿ ¾ | ®£m³ ¶ Excelso ¿ m ®® ¾ | 3 ¤º ¿ ¸® Kafe Excelso, De’Excelso ¿¦± Excelso Express ·Æ ¤n³ De’Excelso ²Ç ®£ºmÁ ¬n³ «¤¤ «µ n³ ¸Æ® ² À £ ² Á¬n¢¶¾¢ º®³¬³¤ ¶Æ¬¦³ ¬¦³£¿¦± «µ n³ ¶Æ¢¶ ¹ ¡³ «m¨ ¤n³ Kafe Excelso ¾ | ¤n³ ³¿ Á ¦³ ¤± ² ¦m³ ¦ ¢³ ¾ n ³¤¾«µ¤q ³¿ ¢³ ·Ç ¿¦±¤n³ Excelso Express ²Ç ®£ºm ³ ¾ n³ Á ¸Ç ¶Æ ¶Æ¢¶ ºn «²é ¤ m³  ¢³¾ | ´ ¨ ¢³ À £¢¶ ¦¹m¢¾ i³¬¢³£ ¸® ºn ¤µÀ¡ ¶Æ n® ³¤¿¨± ¸Ç® ³¿ «² ¿ n¨¿¦n¨¾ µ ³  ¤³ ³ ® ¾ ¤¸Æ® ¸Æ¢Á ¤n³ Excelso Express ±«º ¨m³¤n³ Excelso «³ ³®¸Æ Ä ¶Æ ²Ç ®£ºmÁ « ³ ©· ª³ ¾ ¸Æ® ³ «µ n³ ± ³£Á ¤³ ³ ¶Æ º ¦

³¿ ¾ ¦ q ³¿ ® ¤n³ Excelso ¤± ® n¨£ ³¿ À¤ ²« n³¿¦± ³¿ ®³¤³ µ n³ ® ³ ¶Ç Excelso £² ¾«µ¤q ³¿ ®³¤³ µ n³ 100% ³ ¾¢¸® Kalosi Toraja ¾¢¸® Mandheling ¿¦±¾ ³± Java ¿¦± Excelso ¾ | ºn¾¤µÆ¢ ¾«µ¤q ³¿ ¾®«¾ ¤«À mÁ ¤±¾ ©®µ À ¶¾ ¶£ m® Starbucks ¿¦±¤n³ ³¿ ¤³£Á¬ém®¸Æ Ä ¦³ ³¿ ®µ À ¶¾ ¶£ Kapal Api ¤µª² ¿¢m ® Excelso ®Á ² «m¨ ¿ m ³ ³¤ ¦³ 65% ® ³¿ ¤¤ è¬m® ³¨®µ À ¶¾ ¶£¬¦³£ £² µ£¢ ¸Æ¢ ³¿ ¶Æ m³ ¤¤¢ ¨µ ¶ ³¤ ²Æ¨¿¦± ³¤ ¿ ²Ç ¾ µ¢ ¦³ ® ³¿ ¾®«¾ ¤«À m ´¦² ¾ µ À ·Ç ¿¦± ¦³ ³¿ ¢m¾ ¶£ ¿ m ´¦² £³£ ²¨Á ¤¹ Jakarta ¿ m ´¦² £³£ ²Æ¨ ¤±¾ ©®µ À ¶¾ ¶£®¶ n¨£ ³¨®µ À ¶¾ ¶£Á¬n ³¤ ® ¤² ³¤ ³¿ n¨£¾ ¤¸Æ® ¾®«¾ ¤«À m À £Â¢m ´¾ ³±¾ ³± ¨m³ n® ¾ | ³¿ ¾®«¾ ¤«À m ¾ m³ ²Ç ¾ ¤³± ²Ç ¶Ç ¨ ¾ ³ Å£² µ£¢ ¸Æ¢ ³¿ ¶Æ «¢ ¢¿¦± Ç´ ³¦¾ m ² ¦£¹ q ® Excelso Excelso ¨³ ¿ ¶Æ ± £³£ ¦³  £² m³ ¤±¾ © À £¾ ³±Á ±¨² ®® ¦³ ¾ m Mecca ¿¦± Medina ¶ Æ ³¨®µ À ¶ ¾ ¶ £ µ £ ¢ ¾ µ ³  ¾£¶Æ£¢¾£¶£ À £ Excelso ²Ç Á ¶Æ ±¾ µÆ¢ ´ ¨ «³ ³Â £² ¾¢¸® ¶Æ£² ¢m¢¶¤n³ ³¿ Excelso n¨£ ® ³ ¶Ç Excelso £² ¢¶¤n³ ¶Æ¾ | ¿ ¤  «q 3-4 «³ ³Á ¾¢¸® Á¬¢m¿¦± ³ ¨m³ ±¢¶ ºn« Á ¾ n³¢³ ´ ¹¤ µ ¿ ¤  «q¤m¨¢ ² ¢³ ·Ç Á ® ³ For more info about franchising, please visit www.excelso-coffee.com

. 41

ICED•AID

Buono Gelato: East-Meets-West Ice Cream

Buono Gelato: äÍÈ¡ÃÕÁ·Õè¹ÓâÅ¡ ÐÇѹÍÍ¡áÅÐâÅ¡ ÐÇѹ ¡ÁÒ¾º¡Ñ¹

In this issue of CT&I, we sat down with the marketing and sales manager of Buono, Mr. Wuttichai Uthairatana, to talk about what makes Buono so special.

Buono’s Beginning The founders are a married couple, food lovers.

Their friend, an Italian chef from Belluno, a place in Northern Italy known as the Ice Cream Valley, inspired them to start the gelato company. They opened their first shops and factory in 2002.

Our brand identity is basic: having fun. When we eat ice cream, we eat for enjoyment, not basic sustenance.

For this reason we have swings, floral patterned walls, and servers who wear berets. They used to wear pirate hats, but now, with the berets, they look more like Italian gondola-ferrymen.

Products When we first started making gelato, Thai people didn’t really see what was special about gelato. What makes our products unique is the East-meets-West concept: We have Japanese mochi, Chinese moon cake, and Thai dessert, kanom tom, all filled with gelato. The flavors we make also stick to the East-meets-West concept. Although we have popular, traditional gelato flavors, like chocolate, we also have Thai fruit and Eastern flavors, like durian, mango, mangosteen, and black sesame.

Popular Items The mochi ice cream sells very well. Thai people see this as an innovative product. We are the pioneers of this product in Thailand. We think that our customers are people bored of the conventional scoop of ice cream and want to try something new.

Target customers Our target customers are class A/A+ consumers.

We also target a category we call ‘first-jobbers.’ These are people in their early and mid-twenties who have recently graduated college and started their first jobs.

Our customer base is approximately seventy percent female and thirty male.

but did not do it ourselves. We first worked through a local distributor, Diethelm, and though we still work with this company, once we started to distribute and market to grocery stores ourselves, we found greater success.

Sales We are almost ready to start a franchise system, but at the moment, we export to distributors in many countries around the world, such as Hong Kong, Malaysia, USA, and Japan. We are especially proud of exporting to Japan because their high food-quality and -safety standards for imported goods demonstrates our products are of very fine quality. Most of our products are distributed to grocery stores and, at the moment, relatively little goes to restaurants and cafes.

Challenges Our products sell because they are new and innovative. The challenge is we must always be developing new products to offer something interesting to our customers. This is the challenge of selling novel products: they must always be novel.

We started with six shops, but reorganized so that now we have three. This is because we over-expanded.

We had the idea to distribute to grocery stores at first,

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Right now forty percent of our revenue comes from overseas markets and sixty percent from the domestic market. Within the domestic market, seventy percent of revenue comes from sales at grocery stores and thirty percent comes from our shops.

Gelato and the Economic Recession Although the economic recession has affected every business, our business is relatively sheltered because our target customers are wealthy consumers who can still afford indulging in novelty gelato products. People in Asia, especially in tropical zones, love eating cool ice cream. I think this market will grow.

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¾¤³£² «¤n³ «¤¤ q¾ ¦³À n¤« ¦Â¢n £¿¦±¤« ³ µ ³ ±¨² ®® ¾ m ¹¾¤¶£ ¢² ¹ ¢±¢m¨ ¿¦± ³ ´¾ µÆ¢¾ µ¢®¶ n¨£ «µ n³£® µ£¢ ®© ¤¶¢À¢ µÂ n¤² ¨³¢ µ£¢¾ | ®£m³ «º À £¾ ³±¤« Å® À ¿¦ ¿¦± ¹ ¶Ç¿® q ¤¶¢ ¾¤³¾ ¸Æ®¨m³  £¢® «µ n³ ® ¾¤³¾ | ¨² ¤¤¢Á¬¢m Á ¨ ³¤Â®© ¤¶¢ ¾¤³ · ¾ | ºn ´ ® «µ n³ ¤±¾¡ ¶ÇÁ ¾¢¸®  £ ¿¦± ¾¤³¾ ¸Æ®¨m³¦º n³ ® ¾¤³ ¸® ºn ¶ÆÀ ¢³ ² ®© ¤¶¢¤º ¿ ²Ç ¾ µ¢¿¦± n® ³¤ ¦® «µÆ ¿ ¦ Á¬¢m ¦¹m¢¾ i³¬¢³£ ¦¹m¢¾ i³¬¢³£ ® ¾¤³ ¸® ºn ¤µÀ¡ ¤± ² A/A+ ® ³ ¶Ç¾¤³£² Á¬n ¨³¢«´ ²é ² ¦¹m¢¦º n³ ¶Æ¾ | ´ ³ ¤¹m Á¬¢m ·Æ ®£ºmÁ m¨ ®³£¹ 20-25 d ¶Æ¾ µÆ «´¾¤Å ³¤©· ª³Á ¤± ² ¢¬³¨µ £³¦²£¿¦±¨²£¾¤µÆ¢ ´ ³ À £ ³ ¦º n³ ® ¾¤³«m¨ Á¬ém 70% ¾ | ºn¬éµ ¿¦± 30% ¾ | ºn ³£ £® ³£ ¾¤³ ´¦² ±¾¤µÆ¢ ´ ¹¤ µ Á ¤º ¿ ¿ ¤  «q ¿ m z è ² «µ n³ ® ¾¤³Â n ¦³£¾ | «µ n³«m ®®  £² ¬¦³£ ¤±¾ © ²Æ¨À¦ ¾ m ¯m® ¢³¾¦¾ ¶£ «¬¤² ®¾¢¤µ ³¿¦±é¶Æ ¹h ¾¤³¡º¢µÁ Á «µ n³ ® ¾¤³ À £¾ ³± ³¤ ¶Æ«µ n³ ® ¾¤³«m ®®  £² ¤±¾ ©é¶Æ ¹h ¶Æ ·Æ ¢¶¢³ ¤ ³ ® «µ n³ ´¾ n³ ¤±¾¡ ®³¬³¤¿¦± ¨³¢ ¦® ¡²£«º ¿¦± ²Æ ¸®¾ | ²¨ m ¶Ç¨m³«µ n³ ® ¾¤³ Å¢¶ ¹ ¡³  n¢³ ¤ ³ ¾ m ² «µ n³ ® ¾¤³ «m¨ Á¬ém ±¨³ ®£ºmÁ ¤n³ n³ ¦¶ ²Æ¨Â ¿¦±«µ n³®¶ ´ ¨ ¬ ·Æ ± º «m  £² ¤n³ ®³¬³¤¿¦±¤n³ ³¿ ¾¤³¾¤µÆ¢ ¹¤ µ À £ ³¤¾ c ¤n³ 6 «³ ³ ¿¦± · ® ¶Ç¾¤³®³ ±¢¶¤n³ ®£ºm¾ ¶£ 3 «³ ³ ¿ m¾¤³¢¶¿ ¨ µ ¶Æ ± «m «µ n³Â £² ¤n³ n³ ¦¶ ·Æ ¤µ Ä ¿¦n¨¾ | ¨³¢ ²Ç Á ®² ² ¿¤ À £¾¤³¾¤µÆ¢ n ¬³ ²¨¿ ´¬ m³£Á ¡º¢µ¡³ ²Æ ¸® Diethelm ¿¦±¾¢¸Æ® ¾¤³¾¤µÆ¢«m ®® «µ n³¿¦± ´ ³¤ ¦³ ² ¤n³ n³ ¦¶ À £ ¤ ¾¤³ ¨m³ ¹¤ µ ® ¾¤³ ¤±« ¨³¢«´¾¤Å «º ¨m³ ¶Æ m³ ¢³ z è ² 40% ® ¤³£Â n ¢³ ³ ¦³ m³ ¤±¾ © ¿¦± 60% ¢³ ³ ¦³ Á ¤±¾ © Á «m¨ ¶Ç 70% ® ¤³£Â n¢³ ³ ¤n³ n³ ¦¶ ¿¦±®¶ 30% ¢³ ³ ¤n³ ® ¾¤³¾® ¨³¢ n³ ³£ «µ n³ ® ¾¤³ ³£Â n¾ ¤³± ¨³¢¿ ¦ Á¬¢m¿¦± ¨³¢«¤n³ «¤¤ q ¨³¢ n³ ³£Á ¹¤ µ ® ¾¤³ ¸® ³¤¢¹m ² ³«µ n³®£m³ m®¾ ¸Æ® ¾ ¸Æ® ´¾« ®«µ n³ ¶Æ¢¶ ¨³¢ m³« Á Á¬n ² ºn ¤µÀ¡ ¨³¢ n³ ³£ ® ³¤ ³£«µ n³ ¶Æ¢¶ è ³£ ¸® ¨³¢¿ ¦ Á¬¢m ² ²Ç ¾¤³ · n® ¦µ «µ n³ Á¬¢m ·Ç ¢³¾«¢® ¾ ¦³À n¿¦±¨µ ¥ µ¾©¤ª µ · ¿¢n¨µ ¥ µ¾©¤ª µ ±¢¶ ¦ ¤± m® ¹¤ µ ²Ç ¬¢ ¿ m ¹¤ µ ® ¾¤³£² «³¢³¤ ®£ºm¤®  n ¾ ¸Æ® ³ ¦¹m¢¾ i³¬¢³£¾ | ºn ¤µÀ¡ ¶Æ¢¶ ´¦² ³¤Á n m³£ «³¢³¤ Á n m³£¾ µ ¾ ¸Æ® ¤µÀ¡ ¾ ¦³À n ·Æ ¾ | «µ n³Á¬¢m Á ¦³  n ³¢ ¨³¢ n® ³¤ ¿¦±¾¤³¾ ¸Æ®¨m³ ¶Æ®³©²£®£ºmÁ ¨¶ ¾®¾ ¶£ À £¾ ³±Á ¸Ç ¶Æ¾ ¤n® ® ¤² ¤± ³ ®© ¤¶¢¾£Å Ä ¿¦±¾¤³ · ¢²Æ Á ¨m³ ¦³ ¶Ç ±¾ µ À  n®£m³ ¿ m ® Buono (Thailand) Co.,Ltd. 603/8-9 Moo 10, Petkasem Road, Bangkae, Bangkok 10160 Thailand Tel: 662-801-5002 Fax: 662-801-5002 www.buonogroup.com

. 43

tea•time

¡Ò꧷Õè ŒÍ§ËŒÒÁ: ªÒáÅСÒá¿ã¹¹¤Ã ŒÍ§ËŒÒÁ

Forbidden Brew: Tea and Coffee in the Forbidden City Two years ago, a Starbucks operating within the walls of Beijing’s Forbidden City closed after six years of business. Now there lies a small tea and coffee shop unidentifiable by any brand in the same place.

A Shop With No Name In response to public outcry against what many believed to be a profanation of China’s historical heritage, Starbucks was asked to remove its brand logos in 2005, and two years later, after persistent public disapproval, to leave the Forbidden City. In July 2007, Starbucks, faced with the decision whether to close or continue operating without brand images, closed one of its smallest yet most widely publicized outlets in the world.

Just a few months prior to Starbucks’ closing, Mr. Ji Ming, general manager of Chinatea Co., the largest exporter of tea and importer of coffee in China, received a phone call from Forbidden City officials asking if he’d like to open a shop where Starbucks had previously operated.

Before a Starbucks...

“They just chose my name out of the phone book; I had no previous café operation experience,” said Mr. Ji Ming about how he was selected.

Although an importer/exporter of coffee and tea, he had never operated a coffee or tea retail outlet prior to his Forbidden City shop. It was for this reason—the lack of a pre-existing brand—that made him a suitable candidate for running a coffee and tea corner in the Forbidden City.

Products The shop has a variety of teapresso menu items to choose from.

The concept is similar to regular espresso: a high-pressure and -temperature extraction over the course of a short time to yield as much flavor as possible. The tea comes in silk bags and goes through three cycles of 18-second extractions. The teapresso machine has three groupheads, each ejecting water at different temperatures. “Different teas require different brewing temperatures,” said Mr. Ji Ming, an expert in preparing and tasting teas. Most Chinese customers opt for the iced teapresso drinks while foreigners choose both coffee and tea options.

Obstacles The biggest challenge to running the tea and coffee corner in the

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Forbidden City, according to Mr. Ji Ming, is that he can’t advertise the business. Where most coffee and tea businesses hold the brand as an integral component to the business’ success, Mr. Ji Ming can’t rely on image. Since it was his first experience running a beverage retail operation, he also had a lot of difficulty with the logistics of operation at first. But with experience, the kinks in his operation were ironed out Strengths Fortunately, the café is situated in one of the most high-traffic tourist destinations in the world. The 600-year-old Forbidden City was declared a UN World Heritage Site in 1987. For 500 years it served as the political center and has since been held as a cultural center of China. Now, the Forbidden City receives throngs of tourists daily.

The shop itself is located at the end of a souvenir shop along a wall just northeast of the Hall of Supreme Harmony. There are few other vending options within the walls of the Forbidden City, so the shop enjoys a substantial flow of thirsty tourists on a daily basis.

...Now a Shop With No Name

Future Plans Expanding on the concept developed at his Forbidden City shop, he launched a franchise called Teafee. Like the Forbidden City coffee shop, Teafee offers both espresso and teapresso. Unique to Teafee is a drink that goes by the same name, Teafee. This is a combination of teapresso and espresso, served on ice. The target audience for this brand is the young, affluent generation of consumers who place a high value on being trendy.

¾¢¸Æ® 2 d m® Starbucks «³ ³ ¶Æ¾ c ´ ³¤Á “ ¤ n® ¬n³¢” ¬¤¸® ¶Æ ¤³ ² Á ¸Æ® ® “ ¤±¤³ ¨² n® ¬n³¢” ·Æ ²Ç ®£ºm¡³£Á ¾ ´¿ ¾¢¸® ® ¤¹ z µÆ n® c µ ³¤¦ ¬¦² ³ ´¾ µ ¹¤ µ ¢³¾ | ¤±£±¾¨¦³ 6 d z è ² ¡³£Á ¤ n® ¬n³¢¢¶¾ ¶£ ¤n³ ³¿¦± ³¿ ³ ¾¦Å ¶Æ¢m¢ ¶ ¸Æ®¬¤¸®¿ ¤ qÁ Ä Á¬n¾ | ¶Æ«² ¾ ²Ç ®£ºm ¸Ç ¶Æ ® ¤n³ ¾ µ¢ ¶Æ º c ®¶ m®Â ¤n³ ¶Æ¢m¢¶ ¸Æ® Starbucks º ®Á¬n ® i³£ ¸Æ®¤n³ ®® Á d 2005 ¿¦± 2 d m®¢³ Starbucks Å n® ®® ¢³ ³ ¤ n® ¬n³¢¾ ¸Æ® ® « ® ¤±¿« ² n³ ® ºn ¶Æ¢¶ ¨³¢¾ ¸Æ®¨m³ ³¤¾ c ¤n³ ³¿ ¾ | ¨³¢¾«¸Æ®¢¾«¶£ m®¾¢¸® ¤±¨² µ©³« ¤q ® ¶ Á ¾ ¸® ¤ ³ ¢ 2007 Starbucks n® ² «µ Á ¤±¬¨m³ ³¤ c µ ³¤ ¬¤¸® ´¾ µ µ ³¤ m®Â À £Â¢m¢¶ ³¤¾ c ¾ £¿ ¤ q ¿¦±Á ¶Æ«¹ Starbucks Å ² «µ Á ¶Æ ± c ¤n³ ³¿ ¶Æ¾¦Å ¶Æ«¹ ¿ m¾ | ¤n³ ·Æ ¾ | ¶Æ¤ºn ² ¢³ ¶Æ«¹ ¿¬m ¬ ·Æ Á À¦ ¦ m® ¶Æ Starubucks ± c ²¨¦ ¢m ¶Æ¾ ¸® Mr. Ji Ming ºn ² ³¤ ²Æ¨Â ¤µª² Chinatea ·Æ ¾ | ¤µª² «m ®® ³¿¦± ³¿ ¶ÆÁ¬ém ¶Æ«¹ Á ¤±¾ © ¶  n¤² À ¤©² q ³ ¾ n³¬ n³ ¶Æ ® ¤ n® ¬n³¢¾ ¸Æ®«® ³¢¨m³¾ ³« Á ¶Æ ±¾ c ¤n³ ³¿ ¶Æ ²Ç ¾ µ¢ ® ¤n³ Starbucks ¬¤¸®Â¢m “ ¨ ¾ ³«¹m¢¾¦¸® ¸Æ® ¢ ³ «¢¹ À ¤©² q ¢Â¢m¾ £¢¶ ¤±« ³¤ qÁ ³¤ ´ ¹¤ µ ¤n³ ³¿ ¢³ m® ”Mr. Ji Ming ¦m³¨ · ¶Æ¢³ ® ³¤¾ | ¾ n³ ® ¤n³ ³¿ Á ¤ n® ¬n³¢ ¾ ³¾ | ºn ² ³¤ ²Æ¨Â ® ¤µª² Chinatea ¤µª² ´¾ n³/«m ®® ³¿¦± ³¿ ¿ m¢m¾ £¾ c ¤n³ ³¿ ¬¤¸®¤n³ ³¢³ m® ¶Æ ±¾ n³¢³ ´ ¹¤ µ ¶Ç¾ | ¤²Ç ¿¤ Á ¤ n® ¬n³¢ n¨£¾¬ ¹ ¶Æ¢m¢¶¿ ¤ q µ ²¨¢³ m® ¾ ³ · ¾¬¢³±«¢ ² ³¤¾ | ¾ n³ ® ¤n³ ³¿ ¿¦± ³Á ¢¹¢¬ ·Æ ® ¤ n® ¬n³¢ «µ n³ ¤n³ ³¿ ¿¦± ³¿¬m ¶Ç¢¶¾¢ º¾ ¤¸Æ® ¸Æ¢ ³ ¶Æ¬¦³ ¬¦³£ ·Æ ¾ | ¾¢ º ³ ¶Æ n¨£¾ ¤¸Æ® ¶¾ ¤«À m ·Æ ¾ | ¿ ¨ ¨³¢ µ ¶Æ ¦n³£ ¦· ² ³¤ ³¿ ¾®«¾ ¤«À m ²Æ ¸® ³¤« ² ¾ ¤¸Æ® ¸Æ¢ n¨£ ¨³¢ ² ¿¦±®¹ ¬¡º¢µ«º Á ¤±£±¾¨¦³®² «²Ç ¾ ¸Æ®Á¬n n¾ ¤¸Æ® ¸Æ¢ ¶Æ¢¶ ¨³¢¾ n¢ n ¶Æ«¹ ³ º ² ¾ ¤¶£¢Â¨nÁ ® n³Â¬¢ ¾ ¸Æ®¾ ¤¶£¢ ¤n®¢«´¬¤² ¤± ¨ ³¤« ² 3 ¤²Ç ¤²Ç ¦± 18 ¨µ ³ ¶ ¾ ¤¸Æ® ¶¾ ¤«À m ¢¶¬²¨ ¤¹o 3 ¬²¨ ¿ m¦±¬²¨ ¦m®£ Ç´¤n® Á ¤± ² ®¹ ¬¡º¢µ ¶Æ¿ m³ ² “ ³¤ ³¿ m¦± µ n® Á n Ç´¤n® Á ¤± ² ®¹ ¬¡º¢µ ¶Æ m³ ²  ” Mr. Ji Ming ºn¾ ¶Æ£¨ ³éÁ ³¤ ¿¦± µ¢ ³ ¦m³¨ ¦º n³ ³¨ ¶ «m¨ Á¬ém¾¦¸® ¸Æ¢ ¶¾ ¤«À m¾£Å Á ± ¶Æ ³¨ m³ ³ µ¾¦¸® ¸Æ¢ ²Ç ³¿ ¿¦± ³ ¶Æ¢¶Á¬n¾¦¸® Á ¾¢ º ® ¤n³ ®¹ «¤¤ Mr. Ji Ming ¦m³¨¨m³«µÆ ¶Æ n³ ³£¢³ ¶Æ«¹ Á ³¤ ´¾ µ µ ³¤¤n³ ³¿ ¿¦± ³Á ¤ n® ¬n³¢ ¸® ³¤À ª ³ ¤± ³«²¢ ² q ¾¢¸Æ® ¹¤ µ ¤n³ ³¿ ¿¦± ³«m¨ Á¬ém¢¶¿ ¤ q¾ | ® q ¤± ® «´ ²é ¶Æ ´Á¬n ¹¤ µ «¢ º¤ q¿¦± ¤±« ¨³¢«´¾¤Å Mr. Ji Ming ¢m«³¢³¤ ®³©²£ ¡³ ¦² ª qÁ ³¤ ´¾ µ ¹¤ µ  n ¾ ¸Æ® ³ ¶Æ ¸® ³¤ ´ ¹¤ µ ¤n³ ³¿ ¿¦± ³ ¤²Ç ¿¤ ¾ ³ · n® ¤±« ² ¨³¢£³ ¦´ ³ Á ³¤ ² ¤n³ Á ® ¿¤ ¿ m n¨£ ¤±« ³¤ q ¶Æ µ ²¨¢³ ´Á¬n¾ ³ «³¢³¤ ¦ n® ¤m® ¿¦± m³ ¨³¢£³ ¦´ ³ ¤ ²Ç ¢³Â n

è ¿ Å À ¶ ¶Æ¤n³ ¿¬m ¶Ç ²Ç ®£ºmÁ ¾¢¸® m® ¾ ¶Æ£¨ ¶Æ¢¶ ºn ² ²Æ ¢³ ¶Æ«¹ ¿¬m ¬ ·Æ ® À¦ ® q ³¤«¬ ¤± ³ ³ µ ¤± ³© Á¬n ¤ n® ¬n³¢ ¶Æ¢¶®³£¹ ¨m³ 600 d¾ | ¾¢¸® ¢¤ À¦ Á d .©.1987 ¤ n® ¬n³¢¿¬m ¶Ç ´¬ n³ ¶Æ¾ | ©º £q ¦³ ³¤ ¤® ¾ | ¤±£±¾¨¦³ 500 d¿¦± ² ¾ | ©º £q ¦³ ® ¨² ¤¤¢ ¶ ¦® ¤±£±¾¨¦³ ¶Æ m³ ¢³ z è ² Á ¿ m¦±¨² ¤ n® ¬n³¢ n® ®£ ´¬ n³ ¶Æ ¾ c n® ¤² ² m® ¾ ¶Æ£¨ ´ ¨ ¢¬³©³¦ ·Æ ¤n³ ³¿ ¿¬m ¶Ç ²Ç ®£ºm¬²¨¢¹¢«¹ ³ ¤n³ ³£ ® ¶Æ¤±¦· ¤µ¢ ´¿ µ© ±¨² ®® ¾ ¶£ ¾¬ ¸® ® ¤± ¶Æ ²Æ  m¾¬®¾ ¶Ç£ ¿¦±¡³£Á ´¿ ¤ n® ¬n³¢¢¶¾ ¶£ m® n³¾¤m®£ºm ´ ¨ ¬ ·Æ · ´Á¬n¤n³ ³¿ ¿¬m ¶Ç ¾ | ¾«¢¸® è ¬¦² ¶Æ¤® ¤² ² m® ¾ ¶Æ£¨ ¦¹m¢Á¬ém ºn ´¦² ¢® ¬³¾ ¤¸Æ® ¸Æ¢¤±¬¨m³ ³¤¾ µ ³ ¿ ³¤Á ® ³ ³¤ £³£ µ ³¤À £ ² ³¿ ¨ ¨³¢ µ ³ ¤n³ ³¿ ¶Æ ²Ç ®£ºmÁ ¤ n® ¬n³¢ ´Á¬n¾ µ ¤n³ ³¿ ¤º ¿ ¿ ¤  «q ¸Æ® Teafee ¶Æ¾«µ¤q ²Ç ¾®«¾ ¤«À m¿¦± ¶¾ ¤«À m¾ m ¾ ¶£¨ ² ¤n³ Á ¤ n® ¬n³¢ ¾® ¦² ª q ® Teafee ¸® ¸Æ®¾¢ º ¾ ¤¸Æ® ¸Æ¢ ¶Æ¢¶ ¸Æ®¾ ¶£¨ ² ² ¿ ¤ q ¸® Teafee ¾ | ¾¢ º ¶Æ «¢ «³ ¤±¬¨m³ ¶¾ ¤«À m¿¦±¾®«¾ ¤«À m À £¾«µ¤q ¾ | ¾ ¤¸Æ® ¸Æ¢¾£Å ¦¹m¢¾ i³¬¢³£ ¸® ºn ¤µÀ¡ ¶Æ¢¶®³£¹ n®£ ¢¶ ´¦² m³£ ¿¦±Á¬n ¨³¢«´ ²é ² ¨³¢ ² «¢²£ ³¿¦± ³¿ Á ¤±¾ © ¶ Á d 2000 «´ ² m³¨¤®£¾ ®¤q¤³£ ³ ¨m³Á d ¶Æ Starbucks ¾ c ¤± º¾ n³«ºmÀ¦ ¹¤ µ ® ¤ n® ¬n³¢ ¾ n³¬ n³ ¶Æ ® ¤ n® ¬n³¢ Chen Junqi ¦m³¨¨m³ “ ¢ ® ³ ¶ … ³¿ ´Á¬n ¢¤ºn«· ¾¬¢¸® ¢m« ³£ ²¨” ¨³¢¾¬Å ¶Ç¾ | «µÆ ¶Æ«± n® ¨³¢ µ£¢Á ¦³ ³¿¦± ³¿ ® ¤±¾ © ¶ · ¿¢n¨m³ ³ ±¾ | ¾ ¤¸Æ® ¸Æ¢ ¶Æ¢m¢¶ ºm¿ m Á ¾¢¸® ¶ ¢³ ²Ç ¿ m«¢²£® ¶ ¿ m¾¢¸Æ®¤º ¿ ³¤ ´¾ µ ¶¨µ ¿ ±¨² ¾¤µÆ¢¾ n³¢³¢¶ ³ m®¨² ¤¤¢ ³¤ ¤µÀ¡ ® ºn ¤µÀ¡ ³¨ ¶ «m ¦Á¬n ³¨ ¶ ¬¦³£ ¢m« ³£Á ¾ ¸Æ® ³ ¨ ¾ ³¾¬Å ¨m³ ³¤¿ ¤ ·¢ ® ¤º ¿ ³¤Á n ¶¨µ ¿ ±¨² ¶Æ¾ n³¢³¾ | ³ ¾¦¸® Á¬¢m ±¢¶ ¦ m® ³¤® ¹¤² ªq¢¤ ³ ¨² ¤¤¢ ¶Æ«¢ º¤ q ¿ ¿¦±£³¨ ³ ® ¶ Teafee, Mr. Ji Ming's new tea and coffee franchise

Tea and Coffee in China As reported by Reuters in 2000, the year Starbucks opened its doors for business in the Forbidden city, a Forbidden City official, Chen Junqi, remarked, “I like Chinese tea…coffee makes me feel uncomfortable.” This opinion reflects a trend in the Chinese coffee and tea markets: Although tea has historically held an uncontested position in Chinese culture, western lifestyle is gaining a greater foothold within Chinese consumer culture. This phenomenon elicits an uneasy feeling for some Chinese people as they work out what the assimilation of Western lifestyle choices means for the preservation of China’s very rich and long cultural heritage.

Side entrance to cafe and souvenir shop

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CAF E •DESIGN

Fiat Caffè

In the Café Design column of CT&I’s previous issue, we showed you how a company could use a coffee shop chain to create its brand identity. In this issue, we bring you an example of the converse: a brand identity that made a coffee shop.

December 12th, 2008, the Fiat Group Autombiles Japan Ltd. opened Fiat Caffè, a café designed by Italian design firm Costa Group, in Aoyama, Tokyo, Japan. Fiat Caffè serves not only as a vibrant base for presenting a unique mix of the Fiat brand and Italian culture, but also as a great example of brand-conscious design.

The compact, trendy, and multiple-award winning Fiat 500 is prominently displayed on a circular low-rise platform in the café’s all white show room. From the outside, the car can be seen through panes of glass stretching from the ground of the first floor to the ceiling of the café’s second floor. The car showroom is framed by a wide horseshoe arch whose incurvate surface is painted a smooth coat of red. In this way, the Fiat 500 is cast as “a work of art—a sculpture, an oil painting,” as described by Fiat Group. The car is not as much on display for sale as it is “a part of the caffè.”

While the first floor of the café works like a conductor, attracting curious pedestrians to enter the shop, the second floor is

the café and restaurant proper. Here, a thick, sturdy red strip of resin polymer runs from the floor below, meets the ceiling, and curves down to waist-height, forming the bar where café goers can order and enjoy their coffee. The main seating area consists of a smattering of white, overstuffed cushion-chairs and white, rectangular resin tables.

The café’s design reflects the character of the Fiat perfectly: immaculate and chic. The Fiat Group built the shop to provide Japanese consumers a “brand experience through food, fashion, music, art, [and] lifestyle suggestions.” More than conventional advertising, Fiat Caffè is a space for people to get closer to Fiat in a “natural way,” or “to permeate the guests perceptions without being invasive.”

FIAT CAFFÈ Roge Aoyama, 1-4-5 Kita Aoyama, Minato-ku.

107-0061 Tokyo 03.5771.7662 http://fiatcaffe.jp/ FIAT CAFFÈ was designed by Costa Group in collaboration with Paolo Maldotti architect studio and art director Hideki Matsui.

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Á ± ¶Æ ²Ç ¦m³ ® ¤n³ ³¿ ´¬ n³ ¶Æ¾ | ºn ¨ ¹¢ ®£ · º ¨³¢« Á ³ ¶Æ¾ µ m³  ¢³ ³ ¾ n³Á¬n n³¨¾ n³¢³Á ¤n³ ³¿ ¿¬m ¶Ç ¸Ç ¶Æ ²Ç 2 ® ¤n³ º ² Á¬n¾ | ³¾ h¿¦±¤n³ ®³¬³¤ Á «m¨ ¶Ç¾® ¶Æ¾«n À ¦µ¾¢®¤q«² ¾ ¤³±¬q«¶¿ º ¦³ ³ ¸Ç ·Ç  «º ¤ ¾ ³ ¿¦±¢n¨ Æ´ ¦ ¢³Á ¤± ² «±À ´Á¬n¾ µ ¸Ç ¶Æ«´¬¤² ¦º n³ ¶Æ n® ³¤«²Æ ¿¦±£¸ µ ³¿ ¤µ¾¨ ¬ n³ ³¤q «m¨ ® ¸Ç ¶Æ¬¦² «´¬¤² ¦º n³ ¶Æ n® ³¤ ²Æ ¸Æ¢ ³¿ Á ¤n³ ¤± ® n¨£¾ n³®¶Ç¾ ³±«¶ ³¨¿¦±À o±¾¤ µÆ ¤º «¶¾¬¦¶Æ£¢ ¸ n³«¶ ³¨ ¤º ¿ ® ¤n³ ³¿ «± n® Á¬n¾¬Å · ¦² ª ±¾ ³± ® Fiat ®£m³ «¢ º¤ q ²Æ ¸® ¨³¢«±®³ ¿¦± ¨³¢ ² «¢²£ Fiat Group ¾ c ¤n³ ³¿ ·Ç ¾ ¸Æ®¾«µ¤q ®³¬³¤¿¦± ´¾« ®¿ ²Æ ¾ ¦ ©µ¦ ±¿¦±¤º ¿ ³¤ ´¤ ¶¨µ «¢²£Á¬¢mÁ¬n ² ºn ¤µÀ¡ ³¨é¶Æ ¹h “ ® ³ ³¤ ¤± ³«²¢ ² q¿ ²Ç ¾ µ¢ Fiat Caffè £² ¾ | « ³ ¶Æ ·Æ ¾ c À® ³«Á¬n ºn  n¾ n³¢³ ±«² «¤¤ q ² ¢³ ·Ç Á ¤¤£³ ³©« ³£Ä” ¿¦± “ m®£Ä ¦³£¾ | «m¨ ¬ ·Æ ® ºn ¶Æ ¾ n³¢³¾£¶Æ£¢¾£¸® ” Design and photos by Costa Group

Please contact Paola Lungo for more information about Costa Group E-mail: p.lungo@costagroup.net

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coffee•association

Hong Kong Professional Coffee Association When was the association created?

The Hong Kong Professional Coffee Association (HKPCA) was established May 2009. The HKPCA was pleased to hold its establishment ceremony at HOFEX 09 in the Hong Kong Conventional and Exhibition Centre, the biggest exhibition venue in Hong Kong.

HKPCA lies rooted in the mission of Mr. Billy Lee, an experienced coffee entrepreneur and the managing director of the locally reputed coffee brand Sun Tin Shing Coffee Limited. Early in 1990s, Hong Kong people were less concerned about specialty coffee and adopted Hong Kong-style coffee. Billy was deeply inspired by the coffee culture in Europe and pursued the goal of perfecting the whole coffee production line—from planting to the last step of coffee making.

Hong Kong, however, lacked a platform about coffee knowledge.

This motivated him to make many visits to famous cafés in Europe and coffee farms around the world.

What are the HKPCA’s objectives?

The newly established HKPCA is a registered non-profit organization. Its mission is to provide a platform for all sectors of the coffee industry and coffee lovers to share their coffee knowledge and to jointly promote coffee culture.

What is the HKPCA’ s vision for the coffee culture in Hong Kong?

It is obvious that people in Hong Kong have fallen in love with coffee in recent years. Despite its popularity, when compared to other countries and big cities in Mainland China, Hong Kong had lacked a platform for coffee lovers and professionals to exchange their expertise. Through comprehensive activities conducted by the HKPCA, the ultimate goal is to champion the well being of the Hong Kong coffee industry in the context of the global coffee community and create the recognition of Hong Kong’s own coffee culture.

“Coffee Toasting” historical moment From left to right: Mr. Jeroen Beers, Commercial Director of Bravilor Bonamat; Mr. Daniel Cheung, General Manager of Hong Kong Exhibition Services Limited; Mr. Billy Lee, President of Hong Kong Professional Coffee Association; Mr.Angelo La Leggia of Rancilio; Mr. Michael Chen, Managing Director of Hong Kong & Pacific Group Limited; and Mr. Paul Lam, Managing Director of A&W Food Service Ltd.

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What are some of the biggest challenges for the specialty coffee industry in Hong Kong right now?

One of the biggest challenges for the specialty coffee industry in Hong Kong right now is that traditional Hong Kong-style coffee is a popular part of many Hong Kongers’ daily lives. Specialty coffee is different from a Hong Konger’s general conception of coffee.

Hong Kong-style coffee dates back to the colonial era of the 19th century where coffee or tea was part of an afternoon meal. Still today it is so common to order a cup of Hong Kong-style coffee with breakfast, lunch, and dinner. However, we foresee that many coffee lovers are not satisfied with Hong Kong-style coffee and look for cups of better coffee.

How is the association working to address this issue?

In order to address this issue, the HKPCA focuses on promoting coffee culture to the public by organizing all educational and appreciation activities, including coffee cupping, barista training, and internationally recognized barista competitions. More down-toearth activities, such as coffee exhibitions and media interviews will be done to arouse the public’s interest in coffee knowledge.

We also promote coffee culture and enhance members’ experience through the provision of regular visits to overseas coffee farms, coffee shops, and barista competitions to learn and acquire global coffee knowledge What will be the next HKPCA event?

We will host a coffee cupping night of Kopi Luwak coffee, welcome to both members and non-members.

³ ¶ ¤±¨² µ©³« ¤q ® “Coffee Toasting” ³ n³£Â ¨³: Mr. Jeroen Beers, ºn ² ³¤ h³£ ³£ ® Bravilor Bonamat; Mr. Daniel Cheung, ºn ² ³¤ ²Æ¨Â ® Hong Kong Exhibition Services Limited; Mr. Billy Lee ¤± ³ «¢³ ¢ Hong Kong Professional Coffee Association; Mr.Angelo La Leggia ³ Rancilio; Mr. Michael Chen, ¤¤¢ ³¤ ºn ² ³¤ ® Hong Kong & Pacific Group Limited; ¿¦± Mr. Paul Lam, ¤¤¢ ³¤ ºn ² ³¤ ® A&W Food Service Ltd.

«¢³ ¢ ¶Ç m® ²Ç ·Ç ¾¢¸Æ®Á ?

Hong Kong Professional Coffee Association (HKPCA) m® ²Ç ·Ç Á ¾ ¸® ¥ª¡³ ¢ d 2009 À £Â n¤² ¾ ¶£¤ µÁ¬n¾ | ¾ n³¡³ ² ³ ¿« «µ n³ ¿¦± µ ¤¤© ³¤ HOFEX 09 Hong Kong Conventional and Exhibition Centre ·Æ ¾ | « ³ ¶Æ ² ³ ¿« «µ n³¿¦± µ ¤¤© ³¤ ¶ÆÁ¬ém Æ«¶ ¹ Á ¯m® HKPCA ¾ µ ³ ³¤ ´ ³ ® Mr. Billy Lee ² ¦ ¹ ¶Æ¢¶ ¤±« ³¤ q Á ¦³ ³¿ ¿¦± ¤¤¢ ³¤ ºn ² ³¤ ¤µª² Sun Tin Shing Coffee Limited ¾ n³ ® ¿ ¤ q ³¿ ¶Æ n¤² ¨³¢ µ£¢Á ¡º¢µ¡³ n © ¨¤¤ª ¶Æ 1990 ³¨ ¯m® ¢mÁ¬n ¨³¢«´ ²é ² ³¿ µ µ¾©ª¢³ ² ¿¦±£² ¸Æ¢ ³¿ «Â ¦q ¯m® Mr. Billy Lee  n¤² ¿¤ ² ³¦Á ³ ¨² ¤¤¢ ³¿ Á £¹À¤ ¿¦± ²Ç Á ±¾ n³Â ¦¹ ¦¶ ² ¤± ¨ ³¤ ¦µ ¶Æ«¢ º¤ q À £¾¤µÆ¢ ³ ³¤ ¾ ³± ¦º n ³¿  · ²Ç ® ³¤ ³¿ ®£m³ ¤ Å ³¢¯m® £² ³ ¨³¢¤ºn ¸Ç ³ ¾ ¶Æ£¨ ² ³¿ ·Æ è ¶Ç¾® ¶Æ ´Á¬n¾ ³¾ µ ³  ¾£¶Æ£¢¾£¶£ ¤n³ ³¿ ¶Æ¢¶ ¸Æ®¾«¶£ ²Æ¨£¹À¤ ¿¦±Â¤m ³¿ ²Æ¨À¦ ¨² ¹ ¤±« q ® HKPCA ¸®®±Â¤?

HKPCA ±¾ ¶£ ¾ | «¢³ ¢ ¶Æ¢m¬¨² ¦ ´Â¤ À £¢¶¨² ¹ ¤±« q ¶Æ ±¾ £¿ ¤m ¨³¢¤ºn¾ ¶Æ£¨ ² ³¿ Á¬n ² ¹ ¡º¢µ¡³ ·Æ ¾ | «m¨ ¬ ·Æ ¬¤¸®¢¶ ¨³¢ ¾ ¶Æ£¨ n® ² ®¹ «³¬ ¤¤¢ ³¿ ¿¦±¾ ¸Æ®Á¬n ® ³¿  n¿ m z ¨³¢¤ºn¾ ¶Æ£¨ ² ³¿ ¿¦±¤m¨¢ ² ¾«¤µ¢«¤n³ ¨² ¤¤¢ ³¿ Á¬n¾ µ ·Ç ¨µ«²£ ²© q ® HKPCA ¶Æ¢¶ m®¨² ¤¤¢ ³¿ Á ¯m® ¾ | ®£m³ ¤? Á m¨ ¢m ¶Æ d ¶Æ m³ ¢³ ³¨¯m® ¬¦¹¢¤² ³¿ ¢³ ·Ç ®£m³ ¾¬Å  n ² ® ³ ¨³¢ µ£¢ ¶Æ¢¶ m® ³¿ ¿¦n¨ ¾¢¸Æ®¾ ¤¶£ ¾ ¶£ ² ¤±¾ ©®¸Æ Ä ¿¦± ¾¢¸® Á¬émÁ ¤±¾ © ¶ ¯m® £² ³ ¸Ç ¶Æ¿¦±À® ³««´¬¤² ® ³¿ ¿¦± ºn ¶Æ ¤± ® ®³ ¶ Á ¨ ³¤ ³¿ ¶Æ ±Á n¿¦ ¾ ¦¶Æ£ ¨³¢¤ºn¿¦± ¤±« ³¤ q ·Æ ² ¿¦± ² HKPCA ·  n ² µ ¤¤¢¤±£±«²Ç ¾ ¸Æ®«m ¾«¤µ¢¿¦± i® ³¤ ´¤ ®£ºm ¶Æ ¶ ® ®¹ «³¬ ¤¤¢ ³¿ Á ¯m® À £¾ | «m¨ ¬ ·Æ ® ¹¢ ³¿ À¦

Mr. Billy Lee, President of HKPCA, and five renowned coffee baristas. From left to right: Mr. King Chan from Hong Kong, Mr. Lin Tung Yuan from Taiwan, Mr. Young-Min Lee from Korea, Mr. Billy Lee, Mr. Chow Chung from Beijing, and Mr. Tsang King Kee from Hong Kong.

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Mr. Billy Lee ¤± ³ «¢³ ¢ HKPCA ¿¦± ³¤µ« n³ ¸Æ® ² ²Ç 5 ³ n³£Â ¨³: Mr. King Chan from Hong Kong, Mr. Lin Tung Yuan from Taiwan, Mr. Young-Min Lee from Korea, Mr. Billy Lee, Mr. Chow Chung from Beijing ¿¦± Mr. Tsang King Kee from Hong Kong.

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coffee•technique

1.

Pulling Consistent Shots All barista should not only be concerned with the quality of their espresso, but also with the consistency in taste between each shot pulled. Here are a few key steps to keep in mind when you’re making espresso to help with your espresso’s consistency.

1. Keep the portafilter locked in the grouphead when not making espresso. If the portafilter is not kept warm, it will absorb heat and bring the temperature down, resulting in espresso with an underextracted taste.

2. Make sure the portafilter is dry and clean before dosing so the coffee doesn’t clump when dosing and leveling. Clumping will create inconsistent volumes of coffee in the portafilter from shot to shot, resulting in inconsistent shots of espresso.

3. Grind the coffee per shot and immediately before dosing; the essential oils, the aroma, starts to escape very quickly from the coffee after grinding.

4. Clean the rim of the portafilter of any coffee particles after leveling so that it locks into the grouphead completely 5. Flush the group head before locking in the portafilter to remove any coffee particles that might be stuck to the grouphead from the previous shot. Coffee stuck to the grouphead will burn and affect the taste in the next cup.

6. Lock the portafilter into the grouphead and brew immediately after dosing, leveling, and tamping. The heat from the portafilter basket increases the speed at which the essential oils evaporate, so the longer ground coffee is in the basket before brewing, the more aroma is lost.

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cafe•around•the•world

798 Art Zone Famous for attracting many of China’s best artists, the 798 Art Zone in Beijing is also home to a burgeoning café culture. Since 2002, the popularity of the district exploded.

Now there are currently around 47 cafes in the 500,000 square meter post-industrial factory complex, many designed by the artists working there and used as spaces to display their artwork. Although some factories are still operative, most of the spaces have been converted to galleries, artist workshops, restaurants, and cafés.

Not only are the cafés plentiful, the quality of coffee and knowledge demonstrated by baristas therein is clearly at a higher level than most cafés in China. Identified as a center for China’s growing coffee culture, China Barista Coffee is opening a 500 square meter barista and café-business training center in the district.

798 Art Zone is located in Chaoyang district in Beijing’s northeast side.

® ³ ±Â n ¸Æ®¨m³¾ | « ³ ¶Æ ¶Æ  n¤² ¨³¢« Á ³ ©µ¦ c ³¨ ¶ ¶Æ¢¶ ¸Æ®¾«¶£ ´ ¨ ¢³ ¿¦n¨ 798 Art Zone Á ¤¹ z µÆ £² ¸®¾ | ¿¬¦m ´¾ µ ¨² ¤¤¢ ³¿ ¶Æ¿ ¤m¬¦³£®¶ n¨£ ²Ç ¿ m d 2002 ¤¹ z µÆ ¦³£¾ | ¾¢¸® ¶Æ n¤² ¨³¢ µ£¢®£m³ «º z è ² ¢¶¤n³ ³¿ · 47 ¤n³ ¸Ç ¶Æ 500,000 ³¤³ ¾¢ ¤ ·Æ Á ® ¶ ¾ £¾ | À¤ ³ ®¹ «³¬ ¤¤¢ ¤n³ ³¿ ¬¦³£¿¬m º ®® ¿ À £©µ¦ c ¶Æ«¤n³ «¤¤ q ³ ©µ¦ ± ® ¨ ¾ ³®£ºm ¶Æ ²Æ ¤¨¢ ²Ç Á n ¸Ç ¶Æ ¶Ç Á ³¤¿« ¦ ³ ¿¦± · ¿¢nÀ¤ ³ ³ ¿¬m ±£² ´¾ µ µ ³¤®£ºm ¿ m ¸Ç ¶Æ«m¨ Á¬ém Å º ´¢³ ¤² ¤¹ ¾ | ¸Ç ¶Æ¿« ¦ ³ ©µ¦ ± ¬n® µ ² µ ³¤ ® ©µ¦ c ¤n³ ®³¬³¤¿¦±¤n³ ³¿ ® ³ ´ ¨ ¤n³ ³¿ ¶Æ¢¶®£ºm¢³ ¢³£ ¹ ¡³ ® ³¿ ¿¦± ¨³¢¤ºn ¶Æ m³£ ® m³ ³¤ ´ ³ ® ³¤µ« n³ Å ² ¨m³®£ºmÁ ¤± ² ¶¾¦µ©¾¢¸Æ®¾ ¶£ ² ¤n³ ³¿ ®¸Æ Ä Á ¤±¾ © ¶ Á ³ ± ® ©º £q ¦³ ³¤¾ ¤µé¾ µ À ® ¨² ¤¤¢ ³¿ ¶ China Barista Coffee  n m® ²Ç ©º £q® ¤¢ ³¤µ« n³¿¦± ³¤ ´ ¹¤ µ ¤n³ ³¿ ¸Ç ¶Æ 500 ³¤³ ¾¢ ¤ ¡³£Á ¾¢¸® ¶Ç 798 Art Zone ²Ç ®£ºmÁ ¾¢¸® ¾ ³¬£³ ³ µ© ±¨² ®® ¾ ¶£ ¾¬ ¸® ® ¤¹ z µÆ

PHUKET INTERNATIONAL HOSPITALITY SHOW 24 - 26 September 2009 Royal Phuket Marina International Exhibition & Conference Center

Where Service Shows

The PHUKE T INTERNA TIONAL HOS PITALITY S HOW is the first International E xhibition of Food & Drink, Hotel, Bakery, R estaurant & Foodservice E quipment, S upplies & S ervices for the hospitality industry in Phuket and nearby provinces of K rabi (K o Phi Phi and K o Lanta), Phang Nga (K o Yao) and S urat Thani (K o S amui).

Join executives, senior and middle management, and other suppliers in the hospitality industry from around the region. Get connected and promote brands, services and products with other professionals in the industry.

Don’t miss out on one of the year’s biggest hospitality events!

To inquire about Exhibiting or Visiting call +66 (0)76 360 808 or Email: jennifer.drew@informayachtgroup.com

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For more information visit: www.phukethospitalitys how.com

trade•show•preview

Food and Hotel Malaysia 2009 August 11-14, 2009 Kuala Lumpur Convention Centre Kuala Lumpur, Malaysia Malaysia’s Official Food and Hotel Show, FHM 2009, will be making its return to the Kuala Lumpur Convention Centre (KLCC), August 11–14, 2009.

Showcasing a spectrum of products and services that range from raw materials to finished food products to equipment, FHM 09 is a must for the Hospitality Industry!

FHM 2009 has received overwhelming response from existing and new exhibitors this year with almost eighty percent of booth space sold out so far. The incredible demand has once again made FHM 2009 the largest food, beverage & hospitality industry event in Malaysia.

It is estimated some 20,000 trade visitors and buyers will converge at KLCC this August for the much-awaited F&B event where they will trade with more than 600 exhibitors from more than fifty countries worldwide.

For further information on exhibiting opportunities and visiting the exhibition, you may visit the official website at www.foodandhotelmalaysia.com

Malaysia’s Official Food and Hotel Show ¬¤¸® FHM 2009 ± ¦² ¢³®¶ ¤²Ç Kuala Lumpur Convention Centre (KLCC) ¤±¬¨m³ ¨² ¶Æ 11–14 «µ ¬³ ¢ 2552 ³¤¿« «µ n³¿¦± ¤µ ³¤ ¶Æ¬¦³ ¬¦³£ ²Ç ¿ m¨² ¹ µ  · ®³¬³¤ «´¾¤Å ¤º ´Á¬n FHM 09 ¾ | ³ ¶Æ ºn Á ¨ ³¤®¹ «³¬ ¤¤¢®³¬³¤¿¦± ¤µ ³¤ ¦³ ¢m n FHM 2009  n¤² ³¤ ® ¤² ¾ | ®£m³ ¶ ³ ºn« Á ¾ n³¤m¨¢ ³¤¿« µ ¤¤© ³¤ ·Æ ® ¶Ç ¸Ç ¶Æ ² ¿« ¨m³ 80% º ®  ¿¦n¨ ¨³¢ n® ³¤ ¶Æ«º ·Ç ´Á¬n FHM 09 ¦³£¾ | ³ ¿« «µ n³¿¦± ¤µ ³¤ n³ ®³¬³¤ ¿¦±¾ ¤¸Æ® ¸Æ¢ ¶ÆÁ¬ém ¶Æ«¹ Á ¢³¾¦¾ ¶£ ºn ² ³ ³ ³¤ q¨m³ ±¢¶ ² ¹¤ µ ¿¦± ºn ¸Ç®¾ n³¤m¨¢ ¢ ³ ¤±¢³ 20,000 KLCC Á ¾ ¸® «µ ¬³ ¢ ¶Ç ·Æ ¸®¾ | ³ ¶Æ ¨ ¾ ³¤® ®£ ¶Æ ±Â n µ m® ¹¤ µ ² ºn¾ n³¤m¨¢¿« «µ n³¿¦± µ ¤¤© ³¤ ¨m³ 600 ³ 50 ¤±¾ © ²Æ¨À¦ «´¬¤² n®¢º¦ ³¤¾ n³¤m¨¢ ² ¿« «µ n³¬¤¸®¾ n³¤m¨¢ ¢ ³ µ ³¢  n ¶Æ www.foodandhotelmalaysia.com 54

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trade•show•preview

Food and Hotel Thailand 2009 September 2-5, 2009 Royal Paragon Hall, Siam Paragon Bangkok, Thailand

Food & Hotel Thailand 2009, Thailand’s leading international food & hospitality trade event, will return for the 17th edition September 2-5 at the Royal Paragon Hall, Siam Paragon.

Following the outstanding success of last year’s event, the 2009 edition expects to see up to 25,000 trade visitors from around the world.

Food & Hotel Thailand 2009 ¾ | ³ ¿« «µ n³®³¬³¤¿¦± ¤µ ³¤ ²Ç ´ ¶Æ ² ·Ç Á ¤±¾ ©Â £ ¿¦± ´¦² ±¾ µ ·Ç ®¶ ¤²Ç ¤±¬¨m³ ¨² ¶Æ 2-5 ¥© µ ³£ 2552 ¶Ç ¤®£²¦ ³¤³ ® ¯®¦¦q ¬n³ «¤¤ «µ n³«£³¢ ³¤³ ® ³ ¨³¢«´¾¤Å ® ³ ¤²Ç ¶Æ m³ ¢³ ³ ¨m³ ³ FHT ¤²Ç ¶Æ 17 ¶Æ ± ² ·Ç Á ¤²Ç ¶Ç ±¢¶ ºn¾ n³¤m¨¢ ¢ ³ ¨m³ 25,000 ³ ²Æ¨ ¹ ¢¹¢À¦

Food & Hotel Thailand has been positioned as a five-star industry gathering where buyers in Thailand and the Indochina region can meet face-to-face with leading suppliers from around the world, keep updated with the most current trends and new technology, and have the opportunity to network with more potential alliances and partners.

Food & Hotel Thailand  n ¸Æ®¨m³¾ | ©º £q¤¨¢ ® ¹¤ µ ¤± ² ¬n³ ³¨ À £ ºn ¸Ç®Á ¤±¾ ©Â £¿¦±¡º¢µ¡³ ®µ À ¶ «³¢³¤ ± ² ºn ² ¬³«µ n³ ²Ç ´ ³ ²Æ¨À¦ µ ³¢ m³¨«³¤ ³¤ ² ³¾ À À¦£¶ ¶Æ ² «¢²£ ¿¦±«¤n³ ¾ ¤¸® m³£ ³ ³¤ n³

More than 750 of the world’s most prestigious brands from thirty countries will participate in this high-end event, which incorporates the International Food & Hospitality Show 2009 (IFHS 2009), Thailand’s professional exhibition of F&B, hotel, bakery and foodservice equipment, supplies and services; and Catering & Restaurant Asia 2009, the 3rd Asian international exhibition for catering and restaurant equipment and technology.

For more information, visit www.foodhotelthailand.com

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«µ n³¿ ¤ q ² ¨m³ 750 ¿ ¤ q ³ 30 ¤±¾ © ±¾ n³¤m¨¢Á ³ ¿« «µ n³ ®³¬³¤¿¦± µ ¤¤© ³¤Á ¤²Ç ¶Ç À £ ± ² ·Ç ¤m¨¢ ² ³ International Food & Hospitality Show 2009 (IFHS 2009) ·Æ ¾ | ³ µ ¤¤© ³¤¾ ¶Æ£¨ ² ¹¤ µ ®³¬³¤ ¿¦±¾ ¤¸Æ® ¸Æ¢ À¤ ¿¤¢ ¤n³ ¾ ¾ ®¤¶Æ ¿¦±®¹ ¤ q ¶Æ Á nÁ ³¤ ´®³¬³¤ ¤¨¢ ²Ç ³ Catering & Restaurant Asia 2009 ·Æ ¾ | ³ µ ¤¤© ³¤ ³ ³ ³ µ¾ ¶Æ£¨ ² ¤µ ³¤ ³¤ ² ¾¦¶Ç£ ® « ³ ¶Æ ®¹ ¤ q ¿¦±¾ À À¦£¶ ¶ÆÁ nÁ ¤n³ ®³¬³¤ ·Æ ² ·Ç ¾ | ¤²Ç ¶Æ 3 Á ¨¶ ¾®¾ ¶£ ©· ª³ n®¢º¦¾ µÆ¢¾ µ¢ ¶Æ www.foodhotelthailand.com

trade•show•tour

FHC Beijing 2009 June 9-11, 2009 China Agriculture Exhibition Centre Beijing, China FHC Beijing 2009 returned to Beijing for its 8th successful edition June 9-11, 2009, bringing in high-quality professional visitors from Beijing and North East China. Regional buyers from the trade, hospitality, retail, manufacturing, and catering sectors attended to buy a wide variety of imported food, drink, wine, hospitality, and foodservice products. Approximately 93 percent of all products on display were imported, presented by national pavilions, international exhibitors, and domestic importers and distributors.

FHC Beijing 2009 was bustling with activity: the number of exhibitors increased from 2007 by 12 percent. The show grew from 5,500 square meters to 8,000, a massive 45 percent increase. There were 112 exhibitors from 17 different countries, including 8 national pavilions from Argentina, Italy, Korea, Poland, Spain, Sri Lanka, Thailand, and the USA, several participating for the first time.

FHC Beijing 2009 attracted 6,625 focused trade professional visitors, representing an 8 percent increase from 2007, delivering high-quality regional visitors from Beijing and North East China, including Tianjin, Qingdao, Dalian, Harbin, and Shenyang.

Events at FHC Beijing 2009 included The Great Chefs of Beijing Gala Lunch, The 5th International Culinary Arts Competition, The Ultimate Barista Challenge Showdown, BOLS-LEGENDS Master of Flair Bartending Competition and seminars from SGS, USMEF, Twinings of London, EXTENDA, and IPEX. FHC Beijing will return June, 2011. For more information please contact the organizers: Ms Renee Lu (Communications Manager) renee@chinaAllworld.com

2009 Beijing International Coffee Exhibition May 13-15, 2009 China World Trade Center Beijing, China The China Coffee Association of Beijing and China Association of International Trade hosted the 2009 Beijing International Coffee Exhibition and 2009 5th China Barista Championship (preliminary round) in Beijing on May 15, 2009. The exhibition gathered more than a hundred exhibitors and was considered an important national event for coffee. New products and technology from every part of the world were launched: coffee beans, coffee products, espresso machines, equipment, ornaments, roasters and roasting techniques, and coffee house franchises. The objective of this event was to create an opportunity for both local and international trading. The atmosphere helped advance “coffee culture” in China, encouraging the development of the coffee business and international cooperation. The show’s success also demonstrated that Beijing is poised to be one of the best trading markets for coffee.

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«¢³ ¢ ³¿ ¿¬m ¤±¾ © ¶ ¿¦±«¢³ ¢ ³¤ n³ ³ ³ ³ µ ¤±¾ © ¶ ¤m¨¢¢¸® ² ² ³ ¿« «µ n³ ³¿ ³ ³ ³ µ z µÆ d 2009 ¿¦± ³¤¿ m ² China Barista Championship 2009 ¤® ² ¾¦¸ ® Á ¤¹ z µ Æ ¤±¾ © ¶ ¾¢¸ Æ ® ¨² ¶ Æ 15 ¥ª¡³ ¢ 2009 ¶Æ m³ ¢³ ·Æ Á ³ ¶Ç¢¶ ºn¾ n³¤m¨¢¿« «µ n³ ¨m³ 100 ¤³£ ¾ | ³¤ ¿« «µ n³ n³ ³¿ ¶Æ«´ ²é ® ¤±¾ © ¤¨ ¤¨¢ ¦µ ¡² q¿¦± ¨² ¤¤¢¾ ¶Æ£¨ ² ³¿ ³ ²Æ¨ ¹ ¢¹¢À¦ ²Ç ¾¢¦Å ³¿ ¦µ ¡² q ³¿ ¾ ¤¸Æ® ³¿ ®¹ ¤ q ³¤ ³¿ ® ¿ m ¤n³ ³¿ ¾ µ ¿¦±¾ ¤¸Æ® ²Æ¨ ³¿ ¿ ¤  «q¤n³ ³¿ ¾ | n À £¢¶ è ¤±« qÁ¬n ºn¤m¨¢ ¹¤ µ ²Ç ¤± ² n® µÆ ¿¦± ³ ³ ³ µ¾ ¤ ³¿¦± £³£À® ³« ³ ¹¤ µ ¤m¨¢ ² ¿¦± ² ¨m³ ³¤ ² ³ ¤²Ç ¶Ç m¨£«¤n³ ¤±¿«¿¦±¾ £¿ ¤m n®¢º¦ n³ ³¿ ¿¦±£² ¾ µÆ¢ ¨³¢ ¸Æ ²¨ ® ¦³ Á ¤±¾ © ¶  n¢³ ¨m³ ¶Æ m³ ¢³ m®Á¬n¾ µ ¤¤£³ ³© “¨² ¤¤¢ ³¿ ” ®² ¾ n¢ n m¨£ ² ³ ¹¤ µ ³¿ ¾ µÆ¢ ¨³¢¤m¨¢¢¸® ² ¦³ m³ ³ µ¿¦± ¦³£¾ | ¦³ ¿¦ ¾ ¦¶Æ£ ¹¤ µ ³¿ ¶Æ ¶ ¶Æ«¹

FHC Beijing 2009 ¦² ¢³«ºm ¤¹ z µÆ ®¶ ¤²Ç «´¬¤² ³¤ ² ³ ¤²Ç ¶Æ 8 ¤±¬¨m³ ¨² ¶Æ 9-11 ¢µ ¹ ³£ 2009 À £Â n¤² ¨³¢« Á ³ ºn ¢ ³ ¶Æ®£ºmÁ «³£ ³ ¶Æ¾ ¶Æ£¨ n® ³ ¤¹ z µÆ ¿¦±¡³ ±¨² ®® ¾ ¶£ ¾¬ ¸® ® ¶ ·Æ ¸®¨m³ ¤±« ¨³¢«´¾¤Å ¾ | ®£m³ «º ºn ¸Ç® ¶Æ®£ºmÁ ¡º¢µ¡³ ·Æ ¾ | m® n³ ¦³ ºnÁ¬n ¤µ ³¤ ºn n³ ¦¶ ºn ¦µ ¿¦± ºn¤² ² ®³¬³¤ ® « ³ ¶Æ¾ n³¤m¨¢ ³ Á ¤²Ç ¶Ç¾ ¸Æ®«²Æ ¸Ç®«µ n³ ´¾ n³ ¶Æ¢¶ ¨³¢¬¦³ ¬¦³£ ¾ m ®³¬³¤ ¾ ¤¸Æ® ¸Æ¢ ¨ q ¿¦± ¤µ ³¤ m³ Ä 93% ® «µ n³Á ³ º ´¢³ ² ¿« À £ ²¨¿ ¤± ² ³ µ ºn¿« «µ n³ ³ ³ ³ µ ºn ´¾ n³¿¦± ²¨¿ ´¬ m³£«µ n³Á ¡º¢µ¡³ FHC Beijing 2009 ¤± ® n¨£ µ ¤¤¢ ¶Æ m³« Á ¢³ ¢³£ ´ ¨ ºn¾ n³¤m¨¢¿« «µ n³ ¾ µÆ¢ ·Ç ³ d 2007 · 12% Á ± ¶Æ ¸Ç ¶Æ ² ³ ¾ µÆ¢ ·Ç 45% ³ 5,500 ³¤³ ¾¢ ¤¾ | 8,000 ³¤³ ¾¢ ¤ ºn¿« «µ n³ 112 ¢³ ³ 17 ¤±¾ © ¤± ® n¨£ ¸Ç ¶Æ ¿« ³ ³ ®³¾ µ ³ ®µ ³¦¶ ¾ ³¬¦¶ À ¿¦ q «¾ ©¤¶¦² ³  £ ¿¦±«¬¤² ®¾¢¤µ ³ ¬¦³£ ¤±¾ ©¢³¤m¨¢ ³ ¿« «µ n³¤³£ ³¤ ¶Ç¾ | ¤²Ç ¿¤ FHC Beijing 2009  n¤² ¨³¢« Á ³ ºn¤m¨¢ ³ ·Æ ¾ | ² ¹¤ µ ²Ç «µÇ 6,625 ·Æ ¾ µÆ¢ ·Ç ³ d 2007 · 8% À £Á ´ ¨ ¶Ç¢¶ ºn¾ n³¤m¨¢ ³ ³ ¤¹ z µÆ ¿¦±¡³ ±¨² ®® ¾ ¶£ ¾¬ ¸® ® ¶ ¾ m ¾ ¶£ µ µ ¾ m³ n³¾¬¦¶£ ¯³¤q µ ¿¦±¾«µÆ ¬£³ ¤¨¢®£ºm n¨£ µ ¤¤¢ ¶Æ ² ·Ç Á ³ FHC Beijing 2009  n¿ m ³¤¿ m ² Great Chefs of Beijing Gala Lunch ³¤¿ m ² ©µ¦ ± ³¤ ´®³¬³¤ ³ ³ ³ µ ¤²Ç ¶Æ 5 ³¤¿ m ² Ultimate Barista Challenge Showdown ³¤¿ m ² BOLS-LEGENDS Master of Flair Bartending ¿¦± ³¤«²¢¢ ³ ³ SGS, USMEF, Twinings of London, EXTENDA ¿¦± IPEX FHC Beijing ± ¦² ¢³®¶ ¤²Ç Á ¾ ¸® ¢µ ¹ ³£ .©. 2011 «´¬¤² n®¢º¦¾ µÆ¢¾ µ¢ ¤¹ ³ µ m® ± ºn ² ³ : Ms. Renee Lu (Communications Manager) ®¶¾¢¦q renee@chinaAllworld.com

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trade•show•TOUR

HOFEX 2009

Thaifex – World of Food Asia

May 6-9, 2009 Hong Kong Convention & Exhibition Centre Hong Kong

May 13-17, 2009 Impact Challenger Arena Bangkok, Thailand

Asia’s leading food and hospitality tradeshow, HOFEX 2009, recorded another triumph. From May 6-9, 2009, the Hong Kong Convention and Exhibition Centre saw exhibitors and traders from forty-eight countries or regions. Covering its largest-ever exhibition size of 44,000 square meters, the show won an array of accolades and attracted a total of 32,479 visitors, an eleven percent increase from the show in 2007. There were more than 1,800 exhibitors, including forty-one national groups to showcase the latest F&B equipment and supplies.

Special Events included the Hong Kong International Culinary Challenge (HKICC) 2009, Regional Hotel General Managers Forum, Hong Kong International Wine Challenge (HKIWC) 2009 and All World Open Cup – Creative Classic & Bartending Flair.

The sixth edition of Thaifex – World of Food Asia ended with a bang. Approximately 21,100 trade visitors crowded the halls of the Impact Challenger exhibition hall, conducting business with the 988 exhibitors from 21 countries and regions. Some twenty-one percent (4,431) of the visitors came from abroad, representing 104 countries and regions around the world. The figures are quite consistent with the last two fairs. The pre-registered visitors totaled 10,231, about 40 percent higher than in 2008, of whom 42 percent were from overseas. This clearly indicates that Thaifex is at the top of the minds of the industry professionals.

The show was open to trade visitors on the first three days and to the public on the last two days. The trade fair covered coffee, tea, F&B businesses, food catering & hospitality services, food technology, and retail & franchise operations. In addition, special zones for halal food, organic food, Food Safety from Thailand, and Design in Thailand were set up to highlight market trends and concerns.

The next Thaifex – World of Food Asia will be held May 12-16, 2010.

³ Thaifex ¤²Ç ¶Æ 6 ¬¤¸® World of Food Asia  n ¦ ®£m³ m³ ¸Æ ³ ¸Æ Á ºn¾ n³ ¢ ³ 21,100 ¾ n³¢³¾£¶Æ£¢ ¢¦³ ¿« µ ¤¤© ³¤ ® Impact Challenger ·Æ  n¤¨ ¤¨¢ ºn¾ n³¤m¨¢¿« «µ n³¿¦± ¤µ ³¤ 988 º ³ 21 ¤±¾ © Á ± ¶Æ ºn¾ n³ ¢ ³ 21% (4,431 ) ¾ µ ³ ¢³ ³ 104 ¤±¾ © ²Æ¨À¦ ´ ¨ ºn¾ n³ ¢ ³ Á 2 d ¶Æ m³ ¢³ m® n³ Á ¦n¾ ¶£ ² Á ± ¶Æ d ¶Ç¢¶ ºn¦ ±¾ ¶£ ¦m¨ ¬ n³¾ ¸Æ®¾ n³ ¢ ³ ²Ç «µÇ 10,231 ·Æ ¸® ¾ | ´ ¨ ¶Æ«º ¨m³ ³ ¶Æ ² ·Ç Á d 2008 · 40% À £ 42% ® ¦¹m¢ ¶Ç ¾ | ºn ¶Æ¾ µ ³ ¢³ ³ m³ ¤±¾ © n®¢º¦¾¬¦m³ ¶Ç ¶Ç Á¬n¾¬Å ¨m³ ³ ¿« «µ n³ ¿¦± ¤µ ³¤ Thaifex  n ¦³£¾ | ¬ ·Æ Á ³ ¶Æ¢¶ ¨³¢«´ ²éÁ ¬¢ºm ºn ¤± ® ¹¤ µ ¾¬¦m³ ¶Ç ³ Á ¤²Ç ¶Ç¾ c Á¬n¢¶ ³¤¾ ¤ ³ ¹¤ µ Á m¨ 3 ¨² ¿¤ ¿¦±¾ c Á¬n ¤± ³ ²Æ¨Â ¾ n³ ¢ ³ Á m¨ 2 ¨² «¹ n³£ À £¡³£Á ³  n¤¨ ¤¨¢ «µ n³ ¤±¾¡ ³¿ ³ ¹¤ µ ¾ ¤¸Æ® ¸Æ¢ ³¤ ² ¾¦¶Ç£ ¿¦± ¤µ ³¤ ® « ³ ¶Æ ¾ À À¦£¶¾ ¶Æ£¨ ² ³¤ ¦µ ®³¬³¤¿¦± ³¤ ¤µ¬³¤ ¹¤ µ ¿ n³ ¦¶ ¿¦± ¿ ¤  «q ® ³ ¶Ç£² ¢¶ ³¤ ² ¸Ç ¶Æ µ¾©ª«´¬¤² ®³¬³¤ ¦® «³¤ µª ¿¦± ³¤®® ¿ ¶Æ¾ n³ ² £¹ «¢²£ ³ Thaifex - World of Food Asia ¤²Ç m®Â ± ² ·Ç ¤±¬¨m³ ¨² ¶Æ 12 -16 ¥ª¡³ ¢ 2010

¾ | ³ ¿« «µ n³®³¬³¤¿¦± ¤µ ³¤ ²Ç ´ ® ¾®¾ ¶£ ¶Æ º ² · ¨nÁ ®¶ ¬ n³¬ ·Æ ® ¨³¢«´¾¤Å ¤±¬¨m³ ¨² ¶Æ 6-9 ¢µ ¹ ³£ 2009 Hong Kong Convention and Exhibition Centre ¦³£¾ | ©º £q¤¨¢ ºn ² ¿« µ ¤¤© ³¤¿¦± ² ¹¤ µ ³ 48 ¤±¾ © ²Æ¨À¦ ¸Ç ¶Æ 44,000 ³¤³ ¾¢ ¤ ³ ¿« «µ n³®³¬³¤¿¦± ¤µ ³¤ ¤²Ç ¶Ç  n¤² ¨³¢« Á ³ ºn¾ n³ ¢ ³ ´ ¨ 32,479 ·Æ ¢¶ ´ ¨ «º ·Ç 11% ³ ³¤ ² ³ Á d 2007 ³ Á ¤²Ç ¶Ç¢¶ ºn¤m¨¢¿« «µ n³ ¨m³ 1,800 À £Á ´ ¨ ¶Ç¢¶ ²¨¿ ¤± ² ¤±¾ © 41 ¦¹m¢¾ n³¤m¨¢ ¿« «µ n³®¹ ¤ q ¶ÆÁ nÁ ¹¤ µ ®³¬³¤¿¦±¾ ¤¸Æ® ¸Æ¢ µ ¤¤¢ µ¾©ª ¶Æ ² ·Ç Á ³ ¤²Ç ¶Ç  n¿ m ³¤¿ m ² Hong Kong International Culinary Challenge (HKICC) 2009 ³ «²¢¢ ³ Regional Hotel General Managers ³¤¿ m ² Hong Kong International Wine Challenge (HKIWC) 2009 ¿¦± ³ All World Open Cup – Creative Classic & Bartending Flair

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barista•challenge

Grand Barista Championship: Thailand May 17, 2009 Impact Challenger Arena Bangkok, Thailand

May 17, 2009, Thai baristas competed at the Grand Barista Championship: Thailand. The GBC is a competition of barista skill and consistency, rather than that of the coffee baristas use. Instead of serving a signature beverage, baristas have to present four identical latte art designs—with any volume of milk poured into vessels of the baristas’ choosing.

The latte art drinks are evaluated in terms of difficulty, presentation, not according to taste. The rationale behind this choice is to highlight the baristas skill and precision in pouring latte art.

The winner, Ms. Piyawan Peeka from Black Canyon Coffee, was awarded a free trip to compete at the Australasian GBC August 15, 2009 at the Manly Yacht Club, Sydney, She will compete against Australian baristas and the victors of the Korea, Singapore, and Hong Kong GBCs. The Results: First Place: Ms. Piyawan Peeka Second Place: Ms. Benyapa Naowan Third Place: Mr. Teerasak Sombatmee

¨² ¶Æ 17 ¥ª¡³ ¢ 2009 ³¤µ« n³ ³¨Â £Â n¾ n³¤m¨¢ ³¤ ¿ m ² Grand Barista Championship (GBC) Thailand ·Æ ¾ | ³¤¿ m ² ¶Æ¾ n ² ª±¿¦± ¨³¢ ´ ³é¢³ ¨m³ µ ® ³¿ ¶Æ ³¤µ« n³ ´¢³Á nÁ ³¤¿ m ² ¿ ¶Æ ±¾«µ¤q ¾ ¤¸Æ® ¸Æ¢«º ¤ µ¾©ª¾ ³± ²¨ ³¤µ« n³ ± n® «¤n³ «¤¤ q¦³¾ n®³¤q 4 n¨£ ¶Æ ¾¬¢¸® ² À £Â¢m¢¶ ³¤ ´¬ ¤µ¢³ ® ¢Á ¾¬£¸® ¶ÆÁ nÁ ³¤ ³¿ ¾ q ³¤Á¬n ±¿ ¦³¾ n®³¤q ·Ç ®£ºm ² ¤± ² ¨³¢ £³ ® ¦¨ ¦³£¿¦± ³¤ ´¾« ®À £Â¢m¢¶ ³¤ ¤±¾¢µ ¤« ³ µ ¾ ¤³± ³¤¿ m ² ¤³£ ³¤ ¶Ç Á¬n ¨³¢«´ ²é ² ² ª±¿¦± ¨³¢ ¿¢m £´Á ³¤«¤n³ «¤¤ q¦³¾ n®³¤q ¾ | ¬¦² ºn ± ³¤¿ m ²  n¿ m ¹ c£¨¤¤ d ³ ³¤µ« n³ ³ ¤n³ Black Canyon Coffee ·Æ  n¤² ¤³ ¨²¦¾ | m³Á n m³£Á ³¤¾ µ ³  ¾ n³¤m¨¢ ³¤¿ m ² GBC Á ¤±¾ ©®®«¾ ¤¾¦¶£ Á ¨² ¶Æ 15 «µ ¬³ ¢ 2009 Manly Yacht Club Á ¾¢¸® µ ¶£q ¶Æ ·Æ ¾ ® ±Â n ² ³¤µ« n³ ³¨ ®®«¾ ¤¾¦¶£¿¦± ºn ± ³¤¿ m ² GBC ³ ¤±¾ © m³ Ä ®£m³ ¾ ³¬¦¶ «µ qÀ ¤q¿¦±¯m® ¦ ³¤ ² «µ : ®² ² ¶Æ 1: ³ «³¨ c£¨¤¤ d ³ ®² ² ¶Æ 2: ³ «³¨¾ é鳡³ ¾ ³¨¤¤ q ®² ² ¶Æ 3 : ³£ ¶¤©² µÊ «¢ ² µ ¶

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Ultimate Barista Challenge June 9-11, 2009 FHC Beijing, China National Agriculture Exhibition Centre Beijing, China The Ultimate Barista Challenge is a barista competition with a unique dueling format, designed to challenge professional baristas in a fast paced, fun environment. The competition features a number of categories that showcase the baristas’ creativity, expand the role of the barista, and educate the public about how good barista can positively impact businesses. The UBC is held at specialty food shows throughout China, Korea, and the USA. Ultimate Barista Korea, Mr. Tae Jin Um, won the Espresso Cocktail Challenge with his sublime Cocktail Without a Name.

In the Latte Art category, Ultimate Barista China, Mr. Kelvin Huang, secured his undefeated status by presenting the visual and tasting judges with flawless renderings of hearts, florets, and the "Panda," a creative drink that tastes as delicious as it looks.

Ultimate Barista Challenge ¾ | ³¤¿ m ² ³¤µ« n³ ¶Æ¢¶ µ ³¾ ³± ·Æ ®® ¿ ¢³¾ ¸Æ® n³ ³£ ¨³¢¾ | ¢¸®®³ ¶ ® ³¤µ« n³Á «¡³¨±¿¨ ¦n®¢ ¶Æ« ¹ « ³ À £¤¨ ¤¨¢ ³¤¿ m ² ¤±¾¡ m³ Ä Â¨n n¨£ ² ¾ | ³¤¿« Á¬n¾¬Å · ¨³¢ µ «¤n³ «¤¤ q¿¦± ³ ® ³¤µ« n³ ¤¨¢ ²Ç Á¬n ¨³¢¤ºn¾ ¶Æ£¨ ² ³¤¾ | ³¤µ« n³ ¶Æ ¶ ·Æ ±¾ | ¦ ¶ m® ¹¤ µ ¶Ç ³¤¿ m ² UBC ¾ | «m¨ ¬ ·Æ ® ³ ¿« «µ n³®³¬³¤ Á ¶ ¾ ³¬¦¶ ¿¦±«¬¤² ®¾¢¤µ ³ Ultimate Barista ³ ¤±¾ ©¾ ³¬¦¶ Mr. Tae Jin Um ± ³¤¿ m ² Espresso Cocktail Challenge n¨£¾ ¤¸Æ® ¸Æ¢¤«¾¦µ© ¶Æ¢¶ ¸Æ®¨m³ Cocktail Without a Name «m¨ ³¤¿ m ² ¦³¾ n®³¤q Ultimate Barista ³ ¤±¾ © ¶ Mr. Kelvin Huang ¤² ª³ ´¿¬ m ¿ ¢ l¾®³Â¨n nÀ £ ³¤«¤n³ «¤¤ q¾ ¤¸Æ® ¸Æ¢ ¸Æ® Panda ¶Æ¢¶¤« ³ µ ®¤m®£Â¢m¿ n ² ¤º ¦² ª q ¶Æ«¨£ ³¢ ´Á¬n ± ¤¤¢ ³¤ ¤± ² Á ² ³¤ ´¾« ® ¶Æ ´Â n®£m³ ¢m¢¶ ¶Æ µ

Ultimate Barista USA, Mr. Lorenzo Perkins, first timer for the International Ultimate Barista Challenge, won in the categories of Espresso Frappe, Best of Brew Challenge, the only filter drip coffee challenge in the world, and Best of Showdown, awarded to the barista who received the most points throughout the three-day Ultimate Barista Challenge.

Ultimate Barista ³ ¤±¾ ©«¬¤² ®¾¢¤µ ³ Mr. Lorenzo Perkins ¢¶À® ³«  n¾ n³¤m¨¢ ³¤¿ m ² International Ultimate Barista Challenge ¾ | ¤²Ç ¿¤ ¿¦± ± ³¤¿ m ² Espresso Frappe ¿¦± ³¤¿ m ² Best of Brew Challenge ·Æ ¾ | ³¤¿ m ² ³¤ ³¿ n¨£ c¦¾ ®¤q¾ ¶£ ¤³£ ³¤¾ ¶£¨Á À¦ ® ³ ¶Ç ¾ ³£²  n¤² ¤³ ¨²¦ Best of Showdown ·Æ ¾ | ¤³ ¨²¦ ¶Æ¢® Á¬n ² ³¤µ« n³ ¶Æ¢¶ ±¿ ¤±¬¨m³ ³¤¿ m ² Ultimate Barista Challenge ²Ç 3 ¨² «º ¶Æ«¹

For more info, visit www.ultimatebaristachallenge.com

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product•news

Thermoplan Coffee Machines

Bravilor Bonamat’s Bolero XL

With Thermoplan Coffee machines—manufactured in Switzerland —cool and trendy, milk- foam beverages create new business opportunities and additional sales potential in the foodservice industry.

Not just functional and design orientated, but Thermoplan is focused on protecting the environment with higher efficiency and energy saving.

Thermoplan developed a new technology with energy savings up to 50%, which reduces the owner’s total costs of operation. To simplify the operator handling, all Thermoplan machines have a fully automatic cleaning system that makes the daily cleaning an easy job! For more information, contact the key account manager for Asia Pacific region Remo Imhof at rimhof@ thermoplan.ch.

The sleek, new finish gives the machine its modern look. Because of its proven technology, LED backlight on the menu selection, closable canister outlet, unique mixing unit and removable fan housing, the machine is easy to use. The programming is also very simple! An instant machine both distinguishing and reliable with many possibilities. At the press of a button you have the drink of your choice. The Bolero XL is available in mysterious grey, stardust white, and ocean blue. For more information, check the website: www.bravilor.com

¾ ¤¸Æ® ³¿ Thermoplan ³ ¤±¾ ©«¨µ «q¾ ®¤q¿¦ q m¨£Á¬n n¾ ¤¸Æ® ¸Æ¢À ¢ ¢¾£Å ¶Æ ² «¢²£ m¨£¾ µÆ¢À® ³« ³ ¹¤ µ ¿¦±£® ³£Á¬n«º ·Ç Á ®¹ «³¬ ¤¤¢®³¬³¤¿¦±¾ ¤¸Æ® ¸Æ¢ ® ³ Thermoplan ±¢¶¤± ³¤ ´ ³ ¿¦± ¶Â q ¶Æ¢¶ ¨³¢À ¾ m ¿¦n¨ £² Á¬n ¨³¢«´ ²é ² ³¤¤² ª³«µÆ ¿¨ ¦n®¢À £ ³¤ ´ ³ ¶Æ¢¶ ¤±«µ µ¡³ «º «¹ n¨£¤± ¤±¬£² ¦² ³ ®¶ n¨£ Thermoplan ² ³¾ À À¦£¶Á¬¢m ·Æ «³¢³¤ ¤±¬£² ¦² ³  n · 50% m¨£¦ n ¹ ³¤ ¦µ Á¬n ² ¾ n³ ® ¹¤ µ ¾ ¤¸Æ® ³¿ Thermoplan ´ ³ n¨£¤± ®² À ¢² µ ¶Æ ´Á¬n ³¤ ´ ¨³¢«±®³ ¾ ¤¸Æ® ³¿ ¹ ¨² ¾ | ¾¤¸Æ® m³£ ¾ ¸Æ®Á¬n ³¤ ´ ³ ¾ |  ®£m³ «± ¨ ¿¦±¤¨ ¾¤Å¨¢³ £µÆ ·Ç «® ³¢ n®¢º¦¾ µÆ¢¾ µ¢ µ m® Remo Imhof ¶Æ rimhof@thermoplan.ch Cool Company’s EIS 44.2 Upright Freezer The Cool Company and IARP SRL jointly present the EIS 44.2, a new innovative upright freezer.

This product is unique for its low electric consumption, high-performance static cooling system, auto defrost function, and external lighting for better product visibility. These features make the EIS 44.2 the most operating cost efficient display cabinet currently on the market. For more information, please contact patama@coolinspired.com or visit www.coolinspired.com

¤µª² ¾ ®± º¦ ´ ² ºn ¦µ ¿¦± ²¨¿ ´¬ m³£ ²Ç ´Á ¡º¢µ¡³ ¾®¾ ¶£ «´¬¤² ºn ´ ¨³¢¾£Å ¿¦± ºn¿ m¿ Å ¤m¨¢ ² ¤µª² IARP  n ´¾« ® ¨² ¤¤¢Á¬¢m ® ºn¿ m¿ Å ¤ «º ¤¹m EIS 44.2 Á ³ ¿« «µ n³ THAIFEX 2009 ·Æ EIS 44.2 ¾ | ºn¿ m ¶Æ¢¶¤± ´ ¨³¢¾£Å ¿ static refrigeration ·Æ ¢¶ ®² ¤³ ³¤ ¤±¬£²  «º «¹ ¤n®¢ n¨£¤± ¦±¦³£ Ç´¿ Å ®² À ¢² µ «¢ «³ ² ¶Â q ¶Æ ² «¢²£¢¶¬¦®  i³Á¬n¿« «¨m³ n³ ® ºn ¾ ¸Æ® ´¾« ®«µ n³ ® m³  n ¶£µÆ ·Ç «® ³¢ n®¢º¦¾ µÆ¢¾ µ¢Â n ¶Æ ¹ z ¢³ patama@coolinspired.com ¬¤¸® www.coolinspired.com Mosoya: Original Soy Soft Cream Mosoya Original Soy Soft Cream is a Japanese-style soft cream made from the best quality soy milk and premium ingredients. Customers can choose from a variety of yummy, freshly made soft soy creams. Mosoya is a great alternative to those who like soymilk and enjoy a guilt-free dessert. We plan to open five stores in Bangkok this year. Catering services for events are also available. For more information, please contact Kant Saengruangkit at mosoyasoftcream@hotmail.com.

Mosoya Original Soy Soft Cream ¾ | ®© ¤¶¢ ® q¾«µ¤q «Â ¦qé¶Æ ¹h ¶Æ¢¶«m¨ ¤± ® ® ¢ ²Æ¨¾¬¦¸® ¹ ¡³ «º ¿¦±¨² ¹ µ ²Ç ¶ ¦º n³«³¢³¤ ¾¦¸® ¤« ³ µ ¨³¢®¤m®£ ¶Æ¬¦³ ¬¦³£ Mosoya ¾ | ³ ¾¦¸® ¶Æ ¶ «´¬¤² ºn ¶Æ ® ¸Æ¢ ¢ ²Æ¨¾¬¦¸® ¿¦± n® ³¤¾ ¦µ ¾ ¦µ ² ³¤ ¤µÀ¡ ® ¬¨³ ¶Æ¢m ´Á¬n¤ºn«· µ ¾¤³¨³ ¿ ¶Æ ± ¾ c ¤n³ 5 «³ ³Á ¤¹ ¾ ° ¡³£Á d ¶Ç ® ³ ¶Ç¾¤³£² ¢¶ ¤µ ³¤ ² ® ¨m³ ® « ³ ¶Æ®¶ n¨£ «® ³¢ n®¢º¦¾ µÆ¢¾ µ¢ ¶Æ mosoyasoftcream@hotmail.com Hario: Cloth filter with scale The Hario cloth filter and scale is the easiest way to brew drip. Measure the amount of coffee directly on the dripper. It also can be washed and reused. www.harioglass.com

n³ ¤® ³¿ ¿ ¢¶¤± ² ® ¤µ¢³ ³¿ ³ Hario ¾ ¸Æ® ¨³¢ ¤±¬£² ¿¦±«± ¨ « ³£Á ³¤ ³¿ ¿ ¤µ Hario · ´¾« ® n³ ¤® ³¿ ¤ ¤¨£ ¶Æ¢¶¾«n ® ¤µ¢³ ¤ ³¿ ¾ ¸Æ® ¤µ¢³ ³¤ ³¿ ¶Æ m³ Ä ² ¿¦±£² «³¢³¤ ´ ¦² ¢³Á n ³  n¾ ¶£ ² ´ ¨³¢«±®³ ¬¦² ³¤ ©· ª³ n®¢º¦¾ µÆ¢¾ µ¢Â n ¶Æ www.a4coffee.com 64

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¨³¢ ¦m® ¿ ¦m¨ ® ¾ ¤¸Æ® ³¿ ¾®«¾ ¤«À m¤¹m ¦m³«¹ ¾ | ¶Æ¢³ ® ¤º ¦² ª q ¶Æ ² «¢²£ ¾ À À¦£¶ ¶Æ ² «¢²£«³¢³¤ «² ¾  n ³  ¿ i ¾¢ º «m¨ m³£ ³¿ ¶Æ¢¶ ³ c ³¤ «¢ «³ ¶Æ¢¶¾® ¦² ª q¿¦± Á ² ¶Æ ® ®® ¢³Â n ¾ ¤¸Æ® ¤¹m ¶ÇÁ n ³ m³£ n¨£À ¤¿ ¤¢ ¨ ¹¢ ¶Æ¢m ² n® ¿ m£² ¨³¢«³¢³¤ Á ³¤ ´ ³ ¶Æ¢³ ¢³£ ¹ «³¢³¤ ¸Æ¢ Æ´ ² ¾ ¤¸Æ® ¸Æ¢ ¶Æ ¹ ¾¦¸® ¾ ¶£ ¦³£ µÇ¨«²¢ ²« ¾ ¤¸Æ® ³¿ ¤¹m Bolero XL ¢¶ 3 «¶ ¸® «¶¾ ³ «¶ ³¨ ¿¦±«¶ i³ Ç´ ±¾¦Á¬n ¹  n¾¦¸® «¤¤ ©· ª³ n®¢º¦¾ µÆ¢¾ µ¢Â n ¶Æ www.bravilor.com Flavia – Think Fresh!

Flavia is part of Mars Inc., delivers the freshest and finest coffee, tea, and hot chocolate available from around the world. It is a hardworking, hassle-free, efficient and reliable solution for all kinds of venues. Flavia’s unique 3-step Source.Seal.Serve™ process supports our fresh, fine hot drinks expertise.

Flavia combines all three steps to ensure each delicious cup is absolutely fresh and full of authentic flavor. For more information, contact Markus Ratfelder at markus.ratfelder@ap.effem.com

Flavia ¾ | «m¨ ¬ ·Æ ® ¤µª² Mars Inc. ºn ² «m ³¿ ³¿¦± Å® À ¿¦ ¤n® ¶Æ« ¿¦±®¤m®£ ¶Æ«¹ ³ ²Æ¨À¦ ¿¦±Â n ¦³£¢³¾ | ´ ® ® ³¤ ² «m «µ n³Á ¹ ¾«n ³ n¨£ ¨³¢ m³¾ ¸Æ® ¸® ¤±«µ µ¡³ ¿¦± ³¤ ² «m ¶Æ¤n ´¬ µ ²Ç ® ³¤ ´ ³ ¶Æ¾ | ¾® ¦² ª q ® Flavia ²Ç 3 ²Ç ®  n¿ m Source.Seal.

Serve™ ¿« · ¨³¢¾ | ºn¾ ¶Æ£¨ ³éÁ ³¤ «m «µ n³ ¤±¾¡ ¾ ¤¸Æ® ¸Æ¢¤n® ¶Æ ¨n ·Æ ¨³¢« Á¬¢m Flavia «³¢³¤ ³¤² ¶¤« ³ µ ¨³¢®¤m®£¾ n¢ n ¿¦± ¨³¢« ® ¾ ¤¸Æ® ¸Æ¢Á n¨£Â n®£m³ m³ ·Æ «® ³¢ n®¢º¦ ¾ µÆ¢¾ µ¢ µ m® Markus Ratfelder ¶Æ markus.ratfelder@ap.effem.com Stone Coffee’s Stone Roaster Stone Coffee is the name of fresh coffee roasted by a stone roaster, a unique, patented roasting method. Stone roasting is made possible by radiant heat that emanates from a natural ceramic stone. The coffee preserves its original taste and aroma through smokeless roasting. This is a new coffee concept created from the accumulated coffee experience of the Stone Coffee. For more information about the stone roaster, please contact Ms. Irene Ko at esko@hrs.co.kr or visit www.stonecoffee.com

Stone Coffee ¾ | ¸Æ® ® ¾¢¦Å ³¿ « ¶Æ ´¢³ ²Æ¨ ² n® ¬µ ·Æ ¾ | ¾ µ ³¤ ²Æ¨ ¶Æ¢¶¾® ¦² ª q¾ | ¶Æ ¤ºn ² ³¤ ²Æ¨¾¢¦Å ³¿ ¤m¨¢ ² n® ¬µ ®³©²£¤² «¶ ¨³¢¤n® ³ n® ¬µ ¾ ¤³¢µ ·Æ ¾¢¦Å ³¿ ±¤² ª³¤« ³ µ ¿¦± ¦µÆ ²Ç ¾ µ¢ ³ ³¤ ²Æ¨ ¶Æ¤n ¨² ² ¾ | ¿ ¨ ¨³¢ µ Á¬¢mÁ ³¤ ²Æ¨¾¢¦Å ³¿ ¶Æ¾ µ ³ ¤±« ³¤ q ¶Æ «²Æ «¢¢³ ³ ® Stone Coffee «® ³¢ n®¢º¦¾ µÆ¢¾ µ¢ µ m® Ms. Irene Ko ¶Æ esko@hrs.co.kr ¬¤¸® www.stonecoffee.com Lin Sugar Thai Roong Ruang Group introduces a new, sweet experience: Lin sugar. Sticks of crystallized sugar made in a variety of flavors: caramel, hazelnut, cappuccino, mint, and cinnamon. Lin sugar is created especially for tea and coffee lovers. Lin sugar is an attractive and delicious substitute for conventional café sugar. For

more information about the Lin Sugar, please contact Ms. Waranya Hungmit at natcha@trrsugar.com or visit www.www.trrsugar.com

¦¹m¢ Ç´ ³¦Â £¤¹m ¾¤¸® ºn ¦µ Ç´ ³¦¦µ ¾ c «²¢ ²« ¤±« ³¤ q ¨³¢¬¨³ Á¬¢mÁ ¤º ¿ ¦· Ç´ ³¦ ¿ m «¨£ ³¢ ² «¢²£ «³ ¦µÆ ¬®¢®m® Ä ¬¦³ ¬¦³£®³¤¢ q ²Ç ³¤³¾¢¦, ¯³¾ ¦ ² , ³ º µÀ , ¢µÇ q ¿¦± µ ³¢® ¹ ¦µÆ ¾ ¸Æ® ¤² ³¿¦± ³¿ ®£m³ ¿ n ¤µ ¾ ¶£ ¦· Ç´ ³¦Á«Á ³¿¦± ³¿ (1 ¿ m = 2 n® ³) Å«²¢ ²«Â n · ¨³¢¬¨³ «³ ¨³¢¬®¢ ¿¦±®³¤¢ q ³ ³¿ ¶Æ¿ m³ Á ¹ ¤¤£³ ³© «® ³¢ n®¢º¦¾ µÆ¢¾ µ¢ µ m® ¹ ¨¤²éé³ ¬m¨ ¢µ ¤ ¶Æ natcha@trrsugar.com ¬¤¸® www.www.trrsugar.com

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