March 2013

March 2013

Vol. XXVI No. 3

www.CoffeeTalk.com

A Brave New World Embracing Tomorrow’s See NCA Exhibitor Listings page 26

Technology page 10

Coffee Necessities: Sleeves, Cups, Mugs and Lids

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Contents

A Call to Action The View Calendar A Brave New World

10

Embracing Tomorrow’s Technology

12

Coffee Necessities: Sleeves, Cups, Mugs and Lids

16

To Build a Mountain of Profits, Focus on the Big Rocks

18

10 Tips to Jumpstart Your Café Success

7 A Call to Action

12 Coffee Necessities: Sleeves, Cups, Mugs and Lids

TIP 2

A Master’s in Coffee

18

PART 2

20

Retailer / Roaster Profile

Rocking with Kevin Brennan and his Rockn’ Joe

22

16 To Build a Mountain of Profits, Focus on the Big Rocks

At Origin It Takes a Village And a Mill, a Coffee Board, an Exporter, and...

24

The Café Femenino Foundation Story

26

NCA Exhibitor listings

28

Unlocking Capital: A Double Shot

30

A Traveler’s Cautionary Tale

32 36

News Bites Advertiser Index

Who We are Owners

CEO/Publisher/Advertising Director Kerri Goodman-Small, ext 1 | 877.426.6410 | 206.795.4471 kerri@coffeetalk.com Editor-in-Chief Miles Small, ext 2 | 206.795.2835 miles@coffeetalk.com

International Development Rocky Rhodes, 818.347.1378 rocky@coffeetalk.com

Design

Print Design Marcus Fellbaum, ext 5 marcus@coffeetalk.com Web Design Justin Goodman, ext 6 justin@coffeetalk.com

Administrative

Administrative Director, Accounting, Subscriptions Sandra Hundacker, ext 4 sandra@coffeetalk.com

Mailing Info

Feature

A Brave New World

Embracing Tomorrow’s Technology 4

Mail: HNCT, LLC, 25525 77th Ave SW Vashon, WA 98070 Phone: 206.686.7378 Fax: 866.373.0392 Web: www.coffeetalk.com

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CoffeeTalk does not assume the responsibility for validity of claims made for advertised products and services. We reserve the right to reject any advertising. Although we support copyrights and trademarks, we generally do not include copyright and trademark symbols in our news stories and columns.

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March 2013

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Interrupted Conversations

A Call to Action

In Dominican Republic hundreds of people in white gathered to raise their voices and commitment to the climate crisis. The message conveyed was the threat of sea level rise to an island nation as Dominican Republic and was part of one of the 350 EARTH events happening worldwide, a week before the climate negotiations. This day, November 21st, will always be remembered as the day that Dominicans came together for Planet Earth, our only home.

by Rick Peyser addressing the SCAA Sustainability Council

I

n looking at our supply chain issues, there are many that deserve our attention. Given the urgency of La Roya, I believe that there are some immediate steps that we as a Council should be thinking about. I mentioned to a number of Council members a book, written

by Bill McKibben, entitled: Eaarth: Making a Life on a Tough New Planet. McKibben is a Vermonter, and has an organization called 350.org (www.350.org). He is an environmentalist who has done his homework. In the first 20-30 pages of the Eaarth he describes how just 5 years ago, climatologists had made a number of predictions of events that would unfold in the next 25, 50, and 100 years due to climate change. His hypothesis is that over just the past few years, many of these predictions that were recently made, have already come to pass. We are now on a different planet than we were just a few years ago, and there is no return (hence the spelling of Eaarth with two “a’s). The climate changes that are taking place are taking place at a much faster pace than anyone had predicted. Why is this important?

Many farmers and agronomists I have spoken with have suggested that the recent proliferation of La Roya is directly related to the increase in temperature in coffee growing areas – just by a degree or two. Modeling that CIAT has done in Central America shows that with a very small margin of error, that by 2050 the land area suitable for specialty coffee in Nicaragua, will be reduced by 70%, and that specialty coffee will be grown at higher and higher altitudes. La Roya has often been associated with coffees growing at somewhat lower altitudes. It is moving up the mountain, agronomists have told me, due to climate change.

I believe that the sustainability of our industry is at risk, and that our focus as a Council should be to help encourage collaborative efforts to help small-scale coffee farmers build resiliency, so that they can survive La Roya and other events that may be headed their way.

This involves supporting their efforts to enhance farm productivity and reduce the impact of La Roya, as well as supporting their efforts to reduce their dependency on coffee as their only source of income. Our partners (coffee farming families) are so vulnerable because so many have virtually all of their eggs in one basket – a basket that they can fill, but have very little control of since the price for their production is largely set thousands of miles away. Like any of us, they deserve a quality of life that meets basic needs, and more, allows them and their children the stability needed to advance in life.

Where do we start?

There are two fronts that need immediate support: 1) agronomy – support to renovate parcels, along with the training to keep their coffee plants healthy and productive. And 2) helping to provide farming families with the tools that they need to develop resiliency to SURVIVE in a rapidly changing environment and an often harsh market. We all need the

basics – food, water, shelter, etc. – to survive. Encouraging our own companies to take steps to support these two areas is something that we as a Council can take on together, while encouraging others to join us by advocating for needed collaboration.

When I was in Guatemala last week, traveling daily between Santiago Atitlan and San Lucas Toliman, approximately 80% of the coffee I saw showed visible signs of La Roya. Some of the plants had weathered-looking yellow leaves that were gradually falling to the ground, while most looked frighteningly like skeletons with bare branches, with just a few branches having a handful of immature cherries hanging on for dear life. I had the opportunity to speak with a Mayan agronomist working in the area. He said that on average 40% of the crop will be lost this year, and next year he believes the loss will be closer to 80%. That’s also an 80% loss of income for these families who have been struggling to survive in better timers. How will they survive now? The agronomist said that families will do their best to cope with the situation.

The first step many will take is to keep their children home from school and to have them work on their farms – to save and use the money that would have been used for books and uniforms to buy necessities like food. Even with this, he does not know how many families will feed themselves.

I believe that we are dealing with a natural and human disaster that is gradually unfolding before our eyes that may have an unprecedented impact on our businesses and our partners. Big thinking is required.

Collaboration is required. Silos have to be torn down, and we need to work together as members of this Council and as responsible members of our industry, to help our business partners develop the resiliency they need to survive and to PROSPER. If they are unable to weather this storm and others that are almost sure to follow, neither will we.

Best, Rick

La Roya at Santiago Atitlan, Guatemala; Photo by Rick Peyser

7

Kerri Goodman-Small & Miles Small

The View La Roya La Roya, also known as Coffee Rust fungus has moved from a minor irritation in Latin America into a plague of massive proportions. Why now? And, why at all?

Without going all pseudo scientific, it would seem that the looming threat of climate change has finally shown itself and, as predicted, coffee agriculture is the canary in the coalmine.

This is one of my pet phrases and it seems that a surprising number of folks have no idea what it means so, never letting a chance to be pedantic pass me by without a fight, I will explain it.

In England, before modern sensing equipment, coalminers used to take canaries in small cages down into the pits. Canaries are much more sensitive to dangerous gases such as methane, a common byproduct of coal. If the canary drops dead it is time to leave the mine, fast.

Coffee, particularly Arabica coffee, is very sensitive to changes in its environment and growing conditions.

When the tropical climatic conditions started to change five or so years ago, the temperature started to go up and the usually predictable rain cycles began to be erratic. Coffee started to show the harmful effects.

In the thoughts of a few of us doom and gloom predictors, the question was not whether the resulting loss of yields would happen, but rather how it would first manifest itself. My money was on wide spread Borer Beetle infestation (and in some respects that was correct); but what seems to be killing the canary is Coffee Rust.

Coffee Rust seems so fragile and simple but in the real world, it is the single most deadly catastrophe Mother Nature can throw at coffee. It is a fungus, the least sophisticated of the higher orders of plants, but with a fierce will to survive expelling billions of spores into the wind and quickly spreading across a large area of coffee trees.

It has always been manageable, since the conditions to support Coffee Rust only occurred in small microclimate pockets. However last year conditions across the Andean and Central American coffee regions all hit that temperature and rain sweet spot that La Roya loves so much.

The reason that Coffee Rust is such a fearful problem is that once it hits a plant, it spreads rapidly unto the leaves blocking the plants ability to carry out photosynthesis. The leaves wither and drop prematurely, carrying the fungus to the leaf clutter below the tree. As new leaves form to replace the loss, the coffee rust reasserts itself upon the next rainy season. Unlike other pests and diseases that can hit coffee, the damage is not limited or selective. It does not just wreck a few cherries, or shrivel a branch or two.

Coffee Rust is homicidal and if left unchecked, depletes and may eventually kill the host tree. Use of expensive and potentially toxic fungicides as well as quarantine and preemptive plant removal seem to be the prime defense against Coffee Rust. Eradication however seems to not be possible. And there is the problem! By even the most conservative estimates, this current weather pattern is going to remain for at least the next year, which means that the potential exists for a continuing destruction of coffee plants. This potentially means total destruction, not a temporary inconvenience.

Why does this mean destruction? It is the “human factor.” It does not matter if the current weather patterns last for five years or five thousand years – let the scientists and politicians argue that out. From a practical aspect, once a farmer’s trees drop below a consistent minimum yield to support the family, the farm will cease to exist.

We face the prospect of hillsides covered with the skeletal remains of coffee trees for as far as the eye can see. Sound apocalyptic, not really. Remember the American Elm, the Chestnut, and soon the Lodge Pole Pine forests of the Rocky Mountains? All were too specialized and fell victim to changing conditions.

Within three years, farmers may be pulling out their coffee trees and replacing them with a new, more

viable, agricultural, pastoral, or real estate development enterprises.

It is sad that there is very little we can do. All the fuel-efficient cars and recycling programs in the world – even if there was the political will to change today – cannot change this situation quickly enough.

So are we simply done? Well probably not. There will still be coffee, albeit very expensive coffee and ultimately new varietals are coming on-line that are resistant to this plague. According to Peter Baker of CABI, the renowned scientific research institute in London, “Resistant varietals are already available. But many farmers haven’t planted them because specialty roasters say the cup quality is inferior. But some of them, like Castillo in Colombia for example, seem to have a pretty good cup profile.” Hopefully researchers will be proactive enough to also anticipate the next plague coming down the pipeline – one can hope.

One thing is certain however. The world of coffee in Mexico, Central, and South America will look very different than it does now. The Great American drought that created the dust bowl in the 1930’s ended forever the “40 acre and a mule” farm family in the USA and ushered in the era of corporate farming. Corporate farming is able to be more resilient to lose caused by weather or pests because the farms are so much more vast. A hailstorm can destroy 100 acres of wheat and barely effect the total farm yields on today’s agrobusiness farms I predict that the same will happen in coffee. The smallholder farm will give way to the large corporate estate as big international money interests purchase and consolidate the ravaged lands once held by small families. Only big money will have the financial oomph to invest what it will take to re-establish coffee production in Latin America to the scale that it has been.

Is this a terrible thing? I do not know – maybe, maybe not. It may be an inevitable and natural progression that is only precipitated by La Roya. I hope though that I am wrong.

Calendar

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Mar. 3-5

Intl Restaurant and Foodservice NYC - New York, NY

Apr. 12-15

ACF Western Regional Conference - Coeur d’Alene, ID

Mar. 3-5

Ultimate Barista Challenge USA - New York, NY

Apr. 21-22

The Northwest Foodservice Show - Portland, OR

Mar. 7

Direct Trade Event - Joe Pro Shop - New York, NY

Apr. 22-28

UK Coffee Week

Mar. 7-10

Natural Products Expo West - Anaheim, CA

Apr. 24-26

NAMA OneShow - Las Vegas, NV

Mar. 8-10

CoffeeFest - New York, NY

Apr. 25-28

The London Coffee Festival - London, UK

Mar. 14-16

ICT Expo 2013 / Cafe Asia - Marina Bay Sands, Singapore

Apr. 27 - May 5

Ka‘u Coffee Fest - Ka‘u, Hawaii Island

Mar. 17-20

ACF Northeast Regional Conference - Verona, NY

Apr. 28 - May 1

ACF Central Regional Conference - Little Rock, AR

Mar. 21-23

NCA Convention - San Francisco, CA

May 18-21

NRA Show 2013 - Chicago, IL

Mar. 23-24

Coffee & Tea Expo NYC - New York, NY

May 23-26

Apr. 1-3

EXPO Finefood - Shanghai, China

Melbourne International Coffee Expo 2013 - Melbourne, Australia

Apr. 10-14

SCAA Event 2013 - Boston, MA

Jun. 5-8

UBC Indonesia - Surabaya, Indonesia

March 2013

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A Brave New World

Embracing Tomorrow’s Technology

by Mark Dallmeier, Co-Founder of LifeGames

O

ver the last 36 months social networks, social media and social gaming have become fundamental mediums for communicating, sharing, entertaining and even driving business. For many consumers and working professionals, Facebook and other social networks such as LinkedIn have become a direct extension of their daily lives. Social networks and communication platforms like Twitter capture and influence how, what and when groups of people communicate, how large social groups of people are entertained via social games and video, and provide a platform for how consumers share information about their buying experiences and preferences.

For over 10 years many global corporations have tested the impact of using video games and simulations to train employees. Now they are beginning to integrate corporate and product branding, product advertising, product placements and coupons into social and casual games.

Utilizing games to entertain, educate and inform consumers and working professionals appears to be a growing trend that is not going away. Highly entertaining, addictive, social communication devices like tablets and smartphones are utilized by hundreds of millions of people on a daily basis to complete personal and business tasks – and social networking, social gaming and social media are integrated directly into these devices.

Current research shows that 91% of mobile internet access is to “socialize;” women ages 35-54 are the most active group in mobile socialization and 29% of all mobile users surveyed are “open” to scanning a mobile tag to get coupons. These are powerful trends that many corporations are trying to tap into and they are directly impacting how companies are marketing, selling and branding themselves to consumers and to business partners.

Why not integrate a few highly addictive ingredients like coffee, social gaming and social networking into a single marketing and sales experience?

Most companies are seeking ways to gain greater insight into customer purchasing patterns, preferences and needs. At the same time today’s tech-savvy, mobile consumers and working professionals expect to be informed, collaborated with, and entertained while they perform their day to day activities. This is causing many companies to rethink legacy sales and marketing strategies and many companies are now attempting to integrate social media, social networking, social gaming and mobile advertising techniques into existing marketing, sales, branding and customer service efforts.

Some retailers are redesigning certain locations in order to appear to be more “community” based or to become physical representations of a “social network” where large groups of consumers can go to socialize and spend money while they share, collaborate, and are entertained.

According to BIA/Kelsey’s U.S. Local Media Forecast (2011-2016), social media advertising in the United States will grow from $3.8 billion in 2011 to $9.8 billion in 2016.

The firm projected the local segment of social advertising to grow from $840 million in 2011 to $3.1 billion in 2016, representing a CAGR of 29.8 percent. Additionally, the report forecasted a $4.8 billion social media ad spend in 2012.

There are hundreds of millions of ipads, tablets and smartphones that have been adopted within the consumer market. Those devices are highly entertaining and are highly effective communication and presentation devices. These devices provide users with an integrated work-play-social experience that users get addicted to and now they are beginning to proliferate within corporate workforces.

Companies like UPS, McDonalds, Cisco and Marriott are beginning to utilize social and casual games to recruit talent, train and enable employees and business partners, distributors etc. Multiple companies like Selleration Games and LifeGames are attempting to integrate new hire assessment and screening practices into social and casual games so they can more effectively identify candidates who demonstrate “the right stuff.”

Why not integrate a Schools at the K-12 levels are utilizing video games to teach a variety of topics and major Universities like Harvard few highly addictive students and Oxford have reportedly developed fun exciting video to teach undergrads math, business and financial ingredients like coffee, games topics. Major Universities are offering free classes via Apple you can now access Ivy League quality curriculum, social gaming and social iTunes; education, lectures via video etc. all through iTunes on your networking into a single iPad or iPhone.

Every level of society, from children to professors to CEOs marketing and sales appear to be engaged with some aspect of social networks, social media or social gaming. I can see a future where experience? corporations distribute training to consumers and working

eMarketer recently reported that a larger percentage of corporate and product marketing budgets are being spent on social media, social and mobile advertising and video.

While social media spending is increasing, the trend of integrating corporate and product advertising and marketing into social and casual gaming also continues to grow. Facebook reports over 1 billion monthly users, controls 57% of all social network media advertising and one of the largest most dominant providers of social and casual gaming in the world.

Between 2009 and 2012 the worldwide social gaming market grew from $1.84 billion to over $6.2 billion. The market is expected to be $7.49 billion in 2013, and $8.64 billion in 2014. This represents not only massive consumer adoption but corporate adoption as well.

professionals through iTunes, deliver product training, marketing and advertising via highly addictive, entertaining social games that can be delivered on any tablet, PC or smartphone or accessed via a social network like Facebook or Linkedin.

It’s a brave new world…perhaps it is time to rethink how we are using social networks, social media and social gaming to attract and engage consumers and business partners within each of our industries. The results should be quite powerful!

Mark Dallmeier is the co-founder of LifeGames, creators of BaristaLife a new social game for the coffee industry (www. baristalife.net). Mark has co-founded a number of software and services companies, is a well known management consultant and has held Chief Executive, Marketing, Strategy and Sales roles within multiple companies.

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Coffee Necessities: Sleeves, Cups, Mugs and Lids

by Richard Stein

E

ntering a coffee shop is an experience.

People come to you not only for their favorite beverage, but because they enjoy the ambiance: the interior, the smells, the smiling faces that greet them. The entire ensemble of the store is intertwined in their minds, even the most “mundane” components – everything from the irresistible aroma of coffee to how convenient, clean, and presentable your condiment station is kept.

Creating a pleasant coffee shop experience is akin to a theatrical performance: The important work happens behind the scenes, where the set is thoughtfully crafted. How do you want to be remembered after your customer exits your theatre?

This is true for those items that most customers take for granted – sleeves, mugs, cups, lids and even straws and napkins – those necessities of every coffee shop retailer. What products you provide your customers will make as much of an impression as the setting. But, there are many considerations when you purchase these items: Are they cost-effective?

Are the cups pleasing to the eyes as well as to the hand? Can they retain heat without burning hands? Is the lid spill-proof? Do the sleeves have a good grip? From what material are they made to ensure quality? Is the product eco-friendly? And more.

There are many choices in the marketplace. It is difficult to choose items that suit both customers’ expectations and the retailer’s budget.

Every customer is different when it comes to marketing to them. A key to finding the best products is to understand your customer; retailers must communicate with their customers to see what product features are important to them.

Choosing the right sleeves, cups, lids or mugs

The largest challenge to finding the right products is choosing the right combination of cups, lids, mugs, and sleeves to accommodate the largest number of people and preferences. A retailer is also thinking about costs— everything from brewing to storage. But one area that is often less considered is the message they are sending when promoting their brand on a mug or cup.

Retailers need to match the promotion of a high-quality brew with a high-quality cup. As Kevin Blaser from JavaJacket says, “Building a relationship with a reliable and knowledgeable full service distributor plays a key role in that process.”

Stalkmarket/Asean, operated by Buzz Chandler, is an international leader in the development and manufacture of compostable cups, lids, packaging, and utensils. “The global market for earth friendly disposable products in the cafes and in foodservice is rapidly expanding,” says Buzz. “This is a reflection of the level of consumer demand for better solutions to disposing of serving items such as cups, lids, and to-go containers.”

Moducup, who distributes the iconic Greek coffee cup, found throughout New York City, is an example of a business that builds strong relationships.

They are still family-owned and depend on customer relationships. “Because we’re still small enough, we can print a lower quantity of cups for smaller shops,” says Moducup’s Dean Kalamaras. “If we can help, we will!”

“After getting the basics for their business, to-go cups and basic C handle cups that hold liquid, it’s picking the right specialty cups for in-store retail and service,” adds Mitch Bangert of Offero.

Michelle Kaffko from Snarky Sleeves explains that retailers want to choose a sleeve to get customers talking about the product and returning to their shop to purchase. Reusable sleeves are perfect for that function.

As for cup lids, customers definitely realize the necessity but may not be aware of their options. In his experience, David Pensak from Vaporiety finds that although retailers can name where they purchase their lids, they usually do not know who made them. Lids are essential to keep the coffee from spilling, as well as retaining the taste and aroma.

Reusable mugs continue to be popular and eco-friendly. Erez Toker from Vessel Drinkware says that his company would like to see more people using portable mugs, which is a customer-conscious way to stay sustainable.

Personal, portable mugs are distinctive and people like to have that personal touch.

Dawn Miracle at Hot Straw says that hot-beverage straws have been something that has been overlooked from both an environmental and a health aspect for quite some time. A cost advantage of their products is that they are re-useable. Being dishwasher safe, customers will not have to pay for a new one each time they want to use a straw.

12

cont. on page 14 March 2013

13

Coffee Necessities Quality is incredibly important to retailers.

Their products are a reflection of their business and the image they portray to customers.

Choosing items that are well made from quality materials, and are also available at an affordable price, is important. Larger retailers tend to look for the best price over quality and smaller shop owners tend to look for quality in products over the best price. This is due to the fact that owners interact with customers on an almost daily basis, whereas larger retailers don’t have the consistent face time.

Melissa Wallum of StyroChem says that foam cups are the best value option on the market, and their performance for insulation and strength cannot be beat.

Simply Lids offers a two-piece lid that costs less than current two-piece lids on the market.

Consumers have a choice in their purchases and they find the cost aligns with the quality they are receiving. Higher end design of sleeves, cups, lids, and mugs that use more eco-friendly materials are appearing in the beverage industry. And to be eco-friendly and sustainable is very important.

Sustainability is a huge trend, and customers frequently look for recyclable cups, sleeves, and lids, but these sustainable products are not always the most cost effective for retailers. “The demand for environmentally friendly products is definitely here to stay,” says Michelle Kaffko of Snarky Sleeves.

Retailers need to be able to find a happy medium, which can get confusing with so many size and material options when choosing between price and ‘sustainability’. There is also a push for compostable food service products, but there is unfortunately minimal infrastructure across the US for composting as of yet.

There are many sustainable products out there. Here are just a few of those.

• John Gillespie of GreenGood explains that solid food wastes, as well as disposables, are major problems for landfills around the world.

GreenGood’s compostable and recyclable products help to eliminate waste. At GreenGood all their products with the it are made from 100% biodegradable materials. Their products are environmentally friendly, disposable foodservice products.

• Simply Lids uses materials that are sustainable, recyclable, reusable, and have anti-microbial and anti-bacterial properties.

• “Consumers today are careful about spending,” explains Thomas Perez of Bodum, “and instead of buying a less expensive product that will need to be replaced repeatedly, they are looking to invest in quality merchandise.”

Bodum’s products are reusable, which is a very sustainable way to curb waste.

• P&P International provides recyclable plastic packaging to the fresh-cut produce, food service, bakery and deli industries.

• Don Scherer of BriteVision says his company’s investment in a manufacturing plant that recycles almost all of its paper waste is a keystone of their commitment to an industry focused on support of environmental practices.

• At ūVu Lids, they use Virgin Polypropylene, a petroleum-based lid that features some of the lowest carbon footprint of all materials being used by coffee lid manufacturers. Also, at uVu, their lids are colored to complement your brand.

• Sunset Hill’s products can last for generations if used properly. All reusable coffee mugs are eco-friendly because they eliminate the need for disposables.

Many sleeves, cups, and mugs can be used as promotional material.

Companies are able to add logos, scratch & wins, QR codes, promotions, coupons or use as collector items. Sleeve manufacturers, such as Java Jacket and BriteVision, can be used to advertise, promote, or communicate on many levels. Cups are also vehicles for advertising. Cup manufacturers such as Pacific Pulp Molding and StyroChem, and many others offer custom printing, as well as manufacturers of reusable containers from companies such as Vessel, Sunset Hill, and others.

Retailers should never underestimate the power of their customers. You will be surprised how much of a positive experience they will have when they know their sleeves, cups, lids, or mugs are sustainable, attractive, accessible, and dependable. The more creative you are, the more customers will appreciate the whole experience of your shop. Your audience will applaud you—and, more importantly, return for more.

14 March 2013

15

To Build a Mountain of Profits, Focus on the Big Rocks

by Greg Ubert – Crimson Cup Coffee

A

fter working with independent coffee house owners for more than 20 years, I’ve found that one consistent, major weakness is the lack of focus on marketing. Many business owners neglect this vital function because they don’t know where to start, are put off by the perceived expense, or are distracted by the thousands of small details involved in running a successful enterprise. Yet marketing is one of what I call the “big rocks.” The term comes from a story attributed to time management guru Stephen Covey.

It starts with a business professor who takes out a big glass jar, fills it to the top with fist-sized rocks and asks his students if the jar is full. “Yes!” they answer. “Not so fast,” the professor cautions. He then takes out a previously hidden container of small pebbles and pours them into the jar, filling the spaces between the big rocks. He asks again if the jar is full. This time the students respond, “Probably not.” The professor then pulls out a bucket of sand and dumps it into the jar. The sand sifts into the spaces between the pebbles. This time when he asks if the jar was full, the students all say, “No!” Finally, he grabs a pitcher of water and fills the jar to the brim. After the students agree that the jar finally is full, he asks, “What is the point of this demonstration?”

“That you can always fit more into your life,” says one of the students.

“No,” says the professor. “If you don’t put the big rocks in first, you’ll never get them in at all.”

Marketing is one of the big rocks of running a coffee shop. If you don’t put a sound marketing program in place, you may never get to the other items on your “to do” list … because you may not have a shop for long. Fortunately, effective coffee shop marketing doesn’t require spending a lot of money. A well-focused marketing plan that employs signage, grass roots strategies, social media, events, and in-store promotions can deliver a growing stream of customers without breaking the bank.

Here are some marketing tips that coffee house owners have used to turn their big rocks into abundant profits.

Don’t get stuck on your name. Many coffee shop owners spent hours fretting about the name of their business, but it’s not a big rock. Just choose a name that quickly communicates who and what you. Be sure to tack on “Coffee House” or “Coffee Bar” to the title, because people are not going to stop their cars to find out what your business is about. And do your research to make sure the name hasn’t been trademarked by anyone else before you invest in signage or promotional materials.

Stake Your Claim. Prominent signage is as important as the name of the shop. Again, make sure the words “Coffee House,” “Coffee Bar” or “Coffee Shop” are displayed in very large letters. Steer clear of fancy, script fonts.

Potential customers aren’t going to circle around the block to take a second look at a sign they can’t read.

Make Your Menu Sell. Lay out your menu in a way that entices customers to try your most popular and profitable drinks. As a general rule, consumers read advertisements from top down and left to right. Put your hot espresso drinks at the top left, iced and blended espresso drinks on the right.

Invest in a Website. Your website is your online storefront. Customers can check it 24 hours a day for your business hours, specials and events. Web platforms such as Wordpress make it easy to establish an inexpensive website that can be updated regularly.

Grow Your Business with Grass-Roots Marketing. The best form of marketing doesn’t take a lot of money. You have a community-based business, so don’t start with a radio spot or by placing ads in a city-wide paper.

People are not going to drive across town for a cup of coffee. Instead, hit the

pavement to meet other business owners and build relationships with local schools and community organization. As your business grows, you may become so busy that “hitting the pavement” loses its priority. Again, focus on the big rocks and it will pay big dividends.

Strike a Partnership with Local Business Owners. Ask local business owners for referrals, and then give them and their staff a $1 espresso-based drink. Local restaurants, retail shops, salons and other businesses in the area are good places to network.

Join the Chamber of Commerce. Become a member of your local Chamber of Commerce and take advantage of the services they offer, including networking sessions and annual events. This is a great way to meet your neighbors and get involved in the community.

Hold a Grand-Opening Event. Plan a grand opening about a week after your soft opening. Make some inexpensive signs and fliers inviting neighbors to come in for great espresso-based drinks for $1. An espresso-based drink costs about $1 to make, so you’re not losing money by selling it for $1. Ask area business neighbors if you can post signs or leave fliers with them, and leave fliers at area homes.

Create Weekly Specials and Seasonal Promotions. Encourage your customers to try something new with posters, counter mats, table tents and other point-of-purchase materials featuring a picture of a delicious drink.

These point-of-purchase materials also usher in the holidays in a fun and inviting way.

Activate Your Customer Base. Building relationships with your customers encourages repeat sales and referrals – the lifeblood of any small business.

Encourage customers to bring friends in for a “buy one, get one free” special.

Gather customer e-mails and send them regular news and specials.

Get Social. Starting a social media program is another inexpensive way to engage with customers and prospects. With today’s array of social networking platforms, it’s easy to get overwhelmed, so start out slowly. Open only a Facebook account or only a Twitter account. Once you have mastered that account, branch out to others. Keep these things in mind as you set up your social media program: 1. Make a plan. Know what you hope to achieve and how you will measure results.

2. Be interactive. Listen to your customers, respond to their questions or concerns, and ask for their opinions. The more engaging you are, the more likely people will be to visit your page, website, and ultimately, your coffee house.

3. Be consistent. Social media is a long-term investment; you have to post regularly to see the payoff.

Celebrate Your Anniversary. Every year, celebrate your business anniversary with a one-day special, such as $1 drinks.

We have just scratched the surface of the marketing big rocks in this column.

Next time, we will look at the real costs of shoe leather in grass roots marketing campaigns.

Greg Ubert, founder and president of Crimson Cup Coffee & Tea, has been roasting coffee in small batches since 1991 and has taught hundreds of business owners how to run successful independent coffee houses. The author of Seven Steps to Success in the Specialty Coffee Industry can be reached at greg@crimsoncup.com.

16 March 2013

A Master’s in Coffee

Part 2

I

by Ashley Prentice

t has been a little over a month now and I have been enjoying everything from the food to walking around the plazas at night.

Many of us from foreign countries are learning to eat new foods, interact with the new culture, and drink authentic Italian espressos everyday.

At moments, I think some of us are starting to miss home and our loved ones. However, sometimes while I sit in class, I realize how grateful I am for this opportunity. Not many people in our industry have the education we are acquiring, or have the opportunity to leave their everyday life to learn about what they love in a new country.

I am pretty sure that when I mentioned enrolling in a Master’s in Coffee Science and Economics, people immediately assumed that this would be a relaxed five month program consisting of heavy coffee dinking and learning how to make lattes. However, it is quite the opposite (except maybe for the heavy coffee drinking). The classes are quite loaded in Science, Agronomy, and Economics. In the first month we have been immersed in intense classes of Genetics, Botany and Physiology, Industrial Processing, International Sourcing, Complex Systems Management, and Soil Chemistry.

As a class we have gotten to know each other much better and we have really connected. I can say that I have met some incredibly kind and genuine people here, and made some great friends. So far, one of my favorite parts has been the interaction of various cultures in one place, and constantly learning from one another. In class discussions, we learn about each other’s countries and coffee practices; but outside the class, as we regularly interact, we can actually experience a little of each other’s countries, traditions, and individual characteristics. I have already learned so much simply by having conversations with my classmates. On a daily basis, if discussing a topic, I am able to hear the perspective from a classmate from the United States, as well as hear the viewpoints from my classmates from Brazil or India. It is truly a unique experience.

Even though we have had our share of fun since arriving to Italy, you can definitely feel the stress rising as we have started to have tests every week and the material is accumulating. Having a degree in Business Administration, I can tell you that the toughest day so far, was the first soil chemistry class.

I was completely lost. Thankfully one of our classmates is a Chemist, and already doing her P.H.D., which involves the research of a certain compound in coffee, and she will help all of us that do not have a Chemistry background to get prepared for the test (Thanks Elena!) My primary incentive for this class is that this will be a basis for our other Agronomy classes that hopefully will teach us how to understand soil analysis, and what nutrients to apply to coffee plants in different situations. You never know, this might be useful someday!

T

his month we will be focusing on Tip 2 in our “10 Tips to Jumpstart your Café” series.

You are creating a new café with a wonderful menu, drinks, and atmosphere. And, your goal is to attract a high level of customer traffic on a consistent basis. Before you go too far with your project, research and define your customer.

Who is your ideal customer?

Knowing your ideal customer and creating a personality or “avatar” to design your café experience around, is a key element to café success.

How do you define this unique customer? And, after you define this customer, be ready to adjust your concept to attract this customer?

If you are opening a new café and do not have a location selected, look for demographics that closely match your menu and vision. For instance, if your mission and goals are to create a remarkable cup of coffee that your customer will pay above the average price/cup, you will need to locate a demographic population – with enough density to support a café with remarkable coffee.

If you are re-inventing your café, re-look at your existing customers and look at ways to attract new customers in the market. Learn about these “new” customers through visits to other cafes, as well as, local demographic research.

How do you research demographic and economic trends?

The best way is a combination of sources. Data that you will want to gather is generally located in Economic Profiles for the City or County. This data ranges from age, income, employers, vacancy, and design trends. Having a customer that returns consistently and tells others about your café is what will make you a success in your region or city. Designing your retail café experience to attract this customer is the Business of Experience.

Almost everyday, we receive classes at the Ernesto Illy Foundation establishment, which is right besides the IllyCaffé headquarters. Just learning at the premises of a respected company such as Illycaffé is a great advantage, but I will talk a little more about this next month. In case you did not get a chance to read the first part of this series you can check out CoffeeTalk’s February issue to learn more about this Master’s in Coffee and how I got here.

And keep tuned for next month’s article as I continue to share a little more about my experience here in Italy.

Ciao, Ashley Twitter @Ashleyprentice01

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Melanie Corey-Ferrini is the founder of Dynamikspace (www. dynamikspace.com). She has created the “10 Tips to Jumpstart your Café” workbooks and speaks at industry conferences on how to create a successful café.

Be sure to visit our expanded version of this article on our website: magazine.coffeetalk.com/march13-branding-tip/

March 2013

Retailer / Roaster Profile: Rocking with Kevin Brennan and his Rockn’ Joe

by Maxim Vershinin Rockn’ Joe Coffeehouse and Bistro 5 Eastman Street, Cranford, New Jersey 07016 (908) 276-4983 www.rocknjoe.net franchise@rocknjoe.net

T

oday we have the pleasure to speak with Kevin Brennan, owner of Rockn’ Joe, an awesome and successful coffee chain in New Jersey. Let’s get right to it:

V. It seems like younger kids are into a different type of music nowadays. Does your concentrating on classical rock hurt your business in any way as far as your younger customers?

B. I still am a huge music fan, so I go to way too many shows and try to stay very current on the music scene. So the music that we are playing is a music that they are listening to, but we are mixing it with a lot of classic stuff too. You know what is really funny is that kids nowadays are really digging into classic rock. A lot of high school kids all of a sudden are into Jimi, the Doors and the Beatles, for example. However, our playlist is very up-to-date, so whatever else they are listening to, we got it.

V. Hi Kevin, thanks for being with us here today. Please tell us, “How did it all start for you?”

B. Hi Max! We are actually in our 20th year of business now. Before I started this, I used to manage a big supermarket, and it was a fantastic retail experience to prepare me for this business.

However, at the same time, it was tremendously stressful and I had to work a lot of hours. I decided I needed to think of doing something on my own, and I had a real passion to be an entrepreneur. I was on vacation in San Diego back in 1989 and that is probably when the whole West Coast coffee scene really started to take off and there were a bunch of coffee houses around. There was one particular coffeehouse there that I went in everyday and just thought “Wow! How great it would be to have a place like this back on the East Coast.”

To put it into perspective Starbucks didn’t come to the East Coast until ‘96, so there really weren’t any coffeehouses. So I decided ok, it is novel enough, it looks simple enough and coffee is something I really do love. Then 1992 came and one morning I’m in the shower and I had that knot in my stomach that I always had before going to work, knowing there was more work than there was time in the day and I decided, “I cannot do this a year from now. I have to change; I have to do something different.” I went back to the West Coast to do some research, came back here and started looking for a location which I found in the early summer of ‘93 and by the end of that same year we were open for business.

V. Why is your business called Rockn’ Joe?

B. Well, first of all, I am a huge music fan and amateur musician. As the East Coast coffee scene was gaining momentum, I knew that I would have to be unique in order to stand out from everybody else. The music theme here is about giving our business a personality; it is really more of a background kind of thing secondary to the coffee and the coffeehouse experience. We don’t do any live shows here - we have tried, but it doesn’t really work. There are people that drink coffee and there are people that go out to listen to live music, and it actually is kind of rare that those are the same kind of people.

Since coffee is the economic driver of the business, that is who we need to cater to. At the same we have a great mix of music playing all the time and the walls are covered with Rock’n Roll memorabilia, so that is kind of fun to look at. And then we really play that whole rock theme into the coffee and all of our coffee blends have a relationship with music; for example, our espresso is called Black Dog espresso, so it is a little play on a Led Zeppelin song, and so on.

V. Do you roast your own coffee and if not, who is your supplier?

B. We have a partnership with Dillanos in Seattle. I’m so happy with them; they are really an awesome company! They work with us closely to come up with the blends and the whole approach to us is fantastic.

V. You are coffee business veteran. Dare to share your secrets on how to be successful?

B. Sure, first you start by being really passionate about the product that you selling. It has got to start there. Then second is something that took me a while to learn - you have to run the business by the numbers and not just your passion - maintain good bookkeeping, control your labor, and control food costs. The passion has to coexist with the logical side of the business. Ever since the crash of the economy in 2008, average is over. You really have to be great at what you are doing. You really have to do a good amount of volume in order to make this a worthwhile business and the only way you can do this is to be efficient. Keep moving people in and out fast because a person in the morning is not going to wait 5 minutes for a cup of coffee. I still see that in a lot of independent shops where they don’t pay a lot of attention to operations.

They just can’t get the volume that they need. That is a big thing.

And last, just follow the basics of good old school business practices. Saying hello to your customers and engaging with them on a personal level goes a long way toward making sure that they are going to come back day after day after day. I focus all my energy on what is going on within the walls of this store. Whenever I hear a business owner getting into a lot of marketing and internet stuff, I just say “They don’t get it.” Just put these old business practices to work. They used to work before and they still work now.

20 March 2013

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Photo by Trish Rothgeb

At Origin it Takes a Village…

by Rocky Rhodes

And a Mill, a Coffee Board, an Exporter, and…..

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hen thinking about coffee at origin, we think in terms of flavor profiles, processing methods and price. But coffee at origin is really about an industry made of people. Good people pulling together can make a great product. This article explores the efforts in one origin country, Kenya, to get the coffee to market and to us. They tend to work together well as a team, and the result is, as expected an outstanding selection of truly special coffees.

Marketing Agents

The Farmer and His Family

Government Auction

Meet Mr. Muchomba. He has had this coffee farm near Mt. Kenya for the last few decades. He moved his family here when he was able to buy the farm.

He has 12 children and has managed to raise them with good values and an appreciation for hard work. Mr. Muchomba knows that he has done better than some of his neighbors because he studied about coffee, agronomy, and understands that quality coffee will garner a higher price at market. He is looked up to in his community as a leader.

He remains the head of the community’s coffee cooperative even though he has tried to retire. He knows that the community needs him. His children have grown so he hires a lot of the work done on the farm and keeps a watchful eye.

This person does not own any coffee to buy or to sell. Their function is to be the eyes and ears for their clients, the farmers, to know when to put their coffee onto the auction platform. They watch supply and demand and can suggest what price can be expected for the various grades of coffee. In the end the decision is up to the farmers themselves as to when to send the coffee, but a good marketing agent will work to get the highest price for their client.

Coffee sold from Kenya comes through a weekly auction in Nairobi.

Marketing Agents bring the lot information to the auction. Samples are provided to exporters who might be interested. They have the opportunity to evaluate the coffee on behalf of the auction (and for themselves) to help the coffee realize a quality level when it is submitted to the auction. Information is shared among the limited number of exporters.

The auction is an electronic version of the open outcry auction. It is held in a room, but the participants have computer screens and bid electronically. The cooperatives, through the marketing agents, have set a floor price for the lots that the coffee will not sell below.

This is a very strategic price and a good Marketing Agent will know both when to put the coffee into the auction and what the best floor price should be to get the highest final price.

Cooperatives

A strong coffee community has a strong organization. In many of the communities this is a cooperative where a member owns a portion of the organizations profits based directly on the production volume they bring from their own farm. Most of the coffee will be mixed together rather than held as separate lots. To a Western observer, this may seem a little unfair where people like Mr. Muchomba whose coffee could be a lot more profitable by itself is mixed with all of his neighbors’ coffee to raise its overall value for the community. But values are a little different because the needs of the village outweigh the needs of any one individual farmer.

Exporters

Exporters at the auction bid on lots that they know a little bit about. They have tasted the coffee, know how much is available and where the coffee is coming from. They also know what orders they need to fill for their clients and go into the auction searching for the right mix of lots. Now they have to bid against the other exporters for the lots they need. This mechanism creates an even playing field for the Kenya coffee industry as it favors quality and is very transparent.

Cooperatives have additional responsibilities other than just collecting and processing cherries. One of the most important roles is the sharing of information on best practices for everything from seedling selection, pruning, selective picking and processing techniques. Another responsibility is finding buyers for the coffee. In Kenya this is done through the coffee auction. The path to the coffee auction can be tricky so help is needed from other entities.

Coffee Research Foundation

Coffee Traders Association of Kenya

African Fine Coffee Association

This group was formed by its members to assist the traders to build connections with cooperatives and to assist in the education of its members on how to deal with the different lots that are being brought forth from the fields. It is also a group that does some marketing to the consuming world that wants to build better relationships in Kenya with the various exporters.

One of Mr. Muchomba’s sons went off to college and found himself back in coffee, but not at the farm. He now works in Nairobi as the Executive Director of the Kenya Coffee Traders Association. He takes his role extremely seriously because he knows that his efforts will build a stronger coffee supply from Kenya, and, by default, help his family achieve even more money for their lots. One way he helps cooperatives is building relationships between the farmers / cooperatives and the agents that can get their coffee into the Kenya Coffee Auction.

In an effort to keep the quality of coffee high in Kenya, tax money is used to fund the Coffee Research Foundation. It is here that for decades research has been done on plant husbandry, pest eradication, disease control and process improvement. They share this information with anyone and everyone in an effort to increase quality, stability and health of the coffee crop.

AFCA acts as marketing and promotion for African coffees. It also helps spread some best practices throughout the continent. For Kenya they assist by helping to supply experts from the outside world and share information. This is done in cooperation with both Kenyan government agencies as well as with groups such as USAID. In the end, it takes a village to increase the value of coffee for Kenya. One of the most significant reasons that Mr. Muchomba can provide for his family and help his community is because his actual village is worldwide. The entire world village also wants him to be successful because if he is, we will continue to get great coffee from Kenya.

Rocky can be reached at rocky@INTLcoffeeConsulting.com

22 March 2013

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The Café Femenino Foundation Story

by Marilyn Dryke, Executive Director

T

he Café Femenino Foundation was first conceived in 2004 through the inspiration of a group of women in Peru who decided to change their situation in life and create their own organization and their own coffee product. Women in most coffee communities throughout the world have no rights, they are uneducated, they are poor, and live in isolated rural communities. Without rights, living in poverty and isolation, women are often abused, and they have no voice in their family. So the Café Femenino Foundation was created to benefit women and their families in coffee communities around the world.

The foundation was licensed by the IRS as a 501(c)(3) in December 2004. A week later, the tsunami hit in Sumatra, so the first thing the foundation did was work to raise funds to help the victims in the rural coffee communities in Aceh, Sumatra. Funds went directly to coffee cooperatives that used the funds to purchase water, rice, and funeral cloths for those who lost their lives.

Since that time, the foundation has funded grants in Kenya, Rwanda, Peru, Bolivia, Colombia, Mexico, Nicaragua, Guatemala, Dominican Republic, and Haiti. The foundation works to raise funds to be able to fund grants that are received directly from coffee organizations in all these countries. The door is open to hear the needs of these impoverished small producers. The requests are as varied as the countries they live in. Over the years, the foundation has funded grants for health training programs, sanitation, cancer screenings, schools, libraries, water projects, school books, food security that involves, animal breeding programs, quinoa production, community gardens, and canning. The foundation has funded income diversification such as weaving, embroidery, roasting and selling their own coffee, micro-lending programs, candy production, and fruit tree production. The Café Femenino Foundation listens to the needs of these small producers and is open to funding all types of aid projects. The funds are generally overseen by the coffee organizations themselves or by local NGO’s. Construction projects such as schools or irrigation projects are done by the producers and the communities themselves keeping project cost to a minimum and allowing the foundation to accomplish a great deal with the smallest cost possible.

The Café Femenino Foundation is an all-volunteer organization. Funds come from donations and fundraising by companies and individuals working within the coffee industry. Other organizations such as churches and Soroptimists have also been donors to the foundation. Coffee Fest, which puts on several regional trade shows each year, graciously donates show floor space in every show to enable the foundation hold a Bid for Hope Silent Auction to help raise funds. All items in this auction are donated by the companies that are exhibitors at each of the show. This year, for the first time, the Specialty Coffee Association of America (SCAA) is also donating show floor space to hold the “Call to Auction” silent auction to help support the Café Femenino Foundation. All volunteers in the foundation even pay their own way to each of the trade shows. So the only money that the foundation spends is for marketing, allowing the foundation to be able to donate most of the funds to fund the many grant requests that come into the foundation every year.

The reward for all the work that the foundation does every year to help these poverty stricken communities comes directly from these communities when we can see a home that now has clean running water or a child that now can speak because he had cleft pallet surgery through the relationship the foundation maintains with the Faces Foundation, located in Portland, Oregon. We have seen the level of poverty improve, and we’ve seen cultural changes where women are now being respected because the woman now is able to generate her own income. Girls go to school where once they did not. A community where all children failed school because of a lack of any resources or books now has its own library and a trained librarian is there to help the children learn. So many wonderful things are happening in so many countries due to the work of the Café Femenino Foundation. But there are still so many families around the world that need help; there is still so much work to do. We hope the coffee industry will continue to help and support the work of the Café Femenino Foundation.

24 March 2013

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Ultra Flex Packaging Table #26 718-272-9100 www.ultraflex.com Ultra Flex Packaging Corporation are suppliers of flexible packaging for the coffee industry. Specializing in high barrier foil and non-foil structures. Can provide quick turnarounds. Printing capabilities of up to 10 colors Upshot by LBP Table #24 708-329-1505 www.upshotsolution.com LBP Manufacturing, Inc., a leader in packaging technology, recently launched the UpShot™ Solution – eco-friendly, singleserve filters compatible with Keurig®/other brewers.

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27

Unlocking Capital: A Double Shot

by Lisa Lindgren and Gina Manis-Anderson

T

hink you can’t afford to increase your corporate philanthropic involvement and cause marketing? Maybe you can’t afford not to. Corporate Social Responsibility, or CSR, is more than just a feel-good trend: it’s a smart business strategy, as well. And these days, there are a variety of tools that can help make your CSR efforts more affordable and more effective – sometimes without costing you a cent – allowing your savings to fuel your giving.

87% of your customers want you to give back.

Giving back to the community is not a new concept for most companies.

Altruistic and forward-thinking organizations have been supporting community and non-profit causes for over a century. What is new is the importance of that support to both employees and customers.

Customers want to know you are looking at more than profits when you run your business. In fact, according to the 2012 Goodpurpose Study by Edelman Inc., 87% of consumers expect companies to give the interests of society equal weight to business concerns. And they will put their money behind that belief: 73% of consumers are willing to switch from one brand to another brand that is about the same in price and quality, if the other brand is associated with a good cause. Furthermore, 71% are willing to promote a brand associated with a cause they support, and 72% will recommend that brand to others.

It’s not just your customers who want you to do good: your employees are looking for a socially responsible workplace. According to a 2010 study by the Kenexa Research Institute, employees who see their company investing in a successful CSR campaign are more than three times more likely to positively rate their pride in the organization, willingness to recommend it as a place to work, and overall satisfaction. Since it is these inside stakeholders who can truly create a company that flourishes, a successful CSR campaign will pay for itself in terms of increased productivity, retention, and a positive corporate culture.

CSR can help you outperform competitors.

There is proof that a successfully run CSR campaign translates to your bottom line. The Good Company Index (http://www.goodcompanyindex. com/) ranks the Fortune 100 companies based on each one’s actions with respect to their employers, customers, and as a steward of the community and environment. They each are assigned a Good Company grade, from A to F. “In the 24 months after the index was created, companies that earned a full letter grade or higher than their industry peers on the index – in other words, those that behaved better – outperformed those competitors by an average of 30 percentage points.” A 30% advantage for doing something that makes everyone feel good is a pretty compelling reason to make sure your CSR program is the best it can be.

Why cause marketing matters.

Championing a cause is just part of the equation. It’s equally important to educate your current and potential customers about your efforts in a clear way. According to the 2011 Cone/Echo Global CR Study, 93% percent of consumers want to know how companies are working to improve the world, but 71% say they are confused by the message companies use to convey their efforts.

Your company may already be running a CSR program through local partnerships, giving campaigns or employee service programs, but unless you are advertising that support in an easily understandable way, consumers may not know about it. When you use your marketing dollars to highlight your patronage of a cause, you aren’t just tooting your own horn. You are also raising awareness of the cause itself, which is another significant way to support it.

Finding Savings to Fuel Giving

Of course, all this takes capital, which is precious even when the economy is booming. Luckily, there are experts out there who can help you find places to save even where you thought you were running as lean as possible. An audit of your shipping costs may uncover a way to negotiate better rates with your carriers, or a review of insurance costs may point to a more affordable solution for your business. By hiring an outside consultant to look for hidden capital, you can free up money to spend on CSR and cause marketing.

Most of these consultants work on a contingency basis, taking their fees only from savings they find for you. In other words, there’s no down side for your company.

Tracking CSR effectiveness

You can also save money by investing in new software tools which allow your employees to easily measure your CSR program’s impact, translating raw data into powerful stories. Are you like most companies, tracking your program and reporting goals using Excel, Access and e-mail? While these were cutting edge technology not long ago, they are now antiquated, cumbersome and time-consuming tools compared to what is available in 2013. New cloud-based technologies that allow ubiquitous access and powerful data organizing capabilities are revolutionizing all areas of company operations.

Just as business management solutions for manufacturing or sales have revolutionized the way you make decisions, CSR programs benefit greatly from these efficiencies. Not only will you have clear metrics to gage your CSR efforts, you free your employees from the work of collecting the data from multiple spreadsheets and emails. Instead of crunching the numbers and figuring out what they mean and how to communicate the impact of your CSR efforts, employees can be setting new goals and working towards them.

No excuses

So if it’s going to win you customers, energize your employees, and improve your bottom line, why isn’t your CSR program in high gear? If your answer has always been that you don’t have the money, that’s no longer good enough.

An effective, efficient CSR program will increase your bottom line, and the tools to make it succeed will provide the savings to accelerate your giving.

Gina Manis-Anderson, owner of Savii Group, uses her cost savings expertise to help companies free up capital to fund the programs that really matter. Learn more at www.saviigroup.com.

Lisa Lindgren, co-founder of CoffeeCares, helps companies, large and small, optimize the benefits of their CSR program by providing a simple software tool for charitable giving and reporting. Contact her at lisa@tracktheimpact.com.

28 March 2013

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29

A Traveler’s Cautionary Tale

by Erez Toker, Vessel Drinkware

L

ooking back now I find it both dark and humorous that the day after I turned in my last CoffeeTalk editorial I would find a new topic for a CoffeeTalk editorial- Travel Insurance.

As a frequent traveler, I like to think of myself as pretty well prepared for a myriad of situations just in case sh@t happens along the way; especially when I travel abroad. I’ve been known to pack a few seemingly goofy extras along like water purification tabs (hurricanes happen on the island of Hispaniola and in Cancun), a compass (you never know), and an external phone battery (would hate to need it and not have it). My traveling companions have come to count on me to bring along “a small pharmacy” including dehydration tabs, Imodium, and for my wife and I, we are sure to pack a dose of antibiotics in the event of travelers’ diarrhea. I probably get the most flack for the fact that my first stop is always the cellular store to get a local SIM card... Yeah, I’ll never live that one down- but it comes in handy every now and again.

Which leads me to my story: On the fateful day of 12/12/12, I was visiting with my wife’s family having a good time. This particular day for whatever reason we ended up at a mall. While the family sits down to lunch, I’m franticly making calls to get our primary travel credit card working again – turns out it was a communication problem between the Philippine BDO bank and ours. I finished up about the time that everyone was finishing lunch. I sat down and practically inhaled my lunch as to not hold up everyone. At one point, I literally choked on my food, and forced it down with a healthy gulp of water... that may have been my first mistake.

Several hours later, we are about 1.5 hours outside of Manila back in the village where my father-in-law grew up as a boy hanging out with our awesome, fun, extended family. It’s about that time that I turned to my wife, Nancy, and let her know I’m really not feeling well.

A few minutes later I pass out. Over the next hour or two I’m slipping in and out of consciousness. I’m severely dehydrated which strikes me as odd because dehydration is my primary concern when traveling and I am mindful to drink a lot. As time passes things go from bad to worse and I’ve lost all strength. I can’t support myself on my own; I pass out if I sit up for more than a minute or two. Nancy helps me to the restroom and that’s where all hell breaks loose. It’s like a scene out of a horror movie. I know well enough to know that I was in bad shape before, but using the trash can in the corner that was full of my blood as a gauge, I knew I was in bad shape and frankly I was scared. I vividly recall turning to our godson Lloyd, a nurse, and asking “Am I going to be ok?”

The next thing I know Nancy, Lloyd and I are passengers in a car whirling down the rural roads piloted by Ron, the glue of our cousins, headed for the provincial hospital about 15 minutes away. For a moment, I feel like once the devil inside was released, I started feeling better... but now I’ve lost so much blood that upright isn’t even an option. I’ve gotta stay flat.

30

After a barrage of questions, the doctor treating me at the provincial hospital finally agreed to administer oxygen, IV, took blood to check my counts – all without gloves (they didn’t have any... I asked). She recommended that I be admitted to the ICU immediately. There I would undergo a blood transfusion, but no family or guests were allowed there. I would be separated from my family. This sounds wrong to me and visions start running through my head. I wonder about the ages of the people about to receive my kidneys,

liver, and retinas... charge more for the retinas, I was lucky to get my mom’s eyes. The nurses bring over a gown and a diaper and start undressing me, I order them to stop. I turn to Lloyd in disbelief and ask “there must be a better place than this, isn’t there? There is, but it is over an hour away. Meanwhile, Nancy was on the phone with my sister who got our family doctor on the phone (yay SIM card). He recommends that we get to one of the main hospitals in Manila, provided that I can remain stable for the transport. He made it clear that with major blood loss the challenge would be to keep me alive along the way. There’s no Ambulance, no 911, just us- as far as we know.

Next thing I know the IV fluids are dangling from a hanger swaying back and forth connected to the rear passenger roof handle, I’m laid across Nancy’s laplegs up against the other side of the SUV and Ron is dodging Jeepneys, trikes, dogs, and mopeds on the way to Asian hospital, Manila.

We pulled the entire family together and we found a few family members which are the same blood type as me. They all donated blood and the bloodbank held it in my name, just in case.

I’ve always been a realist. I make a brief call to my middle sister just to tell her I love her and to let our folks and oldest sister know what’s going on. I email my best friend, just in case and concentrate on keeping my eyes open.

We checked in to the ER, I asked Nancy to call my sister, our family doctor and Amex Travel Medical Insurance. The hospital ran tests, blood counts really low, borderline for a transfusion by my U.S. doc’s standard. We set up an AM endoscopy. Nancy is on the phone with Amex. Their first question: “Do you want us to arrange an airlift to get you out of there”? It was good to know we had them there for us just in case.

The care at Asian Hospital was good. The doc there kept trying to push a blood transfusion but I recall reading that 20% of the blood donated in the Philippines is infected with HIV even though they use the Red Cross standard. We kept my primary care physician in the loop the whole time and he kept tabs on my blood counts.

Once I was released, Amex helped arrange for in-flight oxygen with the airline in the event that my blood counts were too low to fly without.

Personally, my experience with them was great. I can’t speak for any other situations, just my own.

I got lucky. I am so grateful and appreciative for our family that took such great care looking out for me. If not for them, I may not have been so lucky.

This experience made me realize that when I/we travel, although I prepare for some common and predictable situations, I need to do more. Going forward I will research the names and numbers for the good local hospitals when traveling internationally. Always make sure your cell phone works and allows you to make local calls when traveling internationally.

As for travel insurance, I’ve become a believer. Personally after reviewing the several different types of medical/trip/travel insurances they offer, I opted for their American Express’ Travel Medical Protection. In my opinion, it is seriously worth considering your travel insurance options when you travel.

If I was traveling alone or just with my wife on this trip my first phone call would have been to American Express. I never thought that I would end up in a situation like the one I described. If sharing my experience helps just one person in a bad situation, it would make sharing this story worthwhile.

March 2013

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NewsBites Traveler Zita by finum

A rocking innovation: finum’s® multifunctional TRAVELER ZITA™, is a double-walled tumbler for cold and hot drinks. It includes the world-wide patented Tea Control™ Kit (as well as further pending patents), avoiding the poor tea and over packaged tea bags. By simply screwing the lid on the tumbler the tea is trapped, thereby containing the brewing of the tea and keeping its taste uncompromised. TRAVELER ZITA™’s exceptional and appealing look is largely owed to its lid, which resembles a tea cup. This durable and elegant tumbler is made from BpA-free Tritan™ (FDA approved material). Its brand new Corkmec™ closes the spout with a silicone cork. As a result, tea leaves can be re-brewed just by adding hot water! Delicious tea is now made to everyone’s personal taste and the waste of over packaged tea bags is avoided. For more information visit www.finum.com Follett Ice Machines Awarded The Energy Star®

Follett Corporation is pleased to announce that all Horizon™ selfcontained air-cooled ice machines are now ENERGY STAR® qualified. In addition, single phase remote condensing units of the 1000, 1400, and 1650 series models are qualified. This represents the broadest offering of extruded ice machines in the industry that have been awarded the ENERGY STAR. Follett ice machines have led the industry in energy and water efficiency through advanced technology. Horizon ice machines utilize an industry-exclusive aluminum bronze evaporator that’s twice as conductive as stainless steel. The unique horizontal evaporator design reduces the load on the gear motor. With continuous ice production, the cycle is never reversed for ice removal like cube icemakers, and it uses 40% less water than comparable cubers. Founded in 1948, Follett Corporation is a leading manufacturer of ice-related equipment, including ice machines, ice storage and transport equipment, ice and beverage, ice and water dispensing equipment and medical grade refrigeration equipment for foodservice and healthcare markets worldwide.

Don Francisco’s Coffee Launches Family Reserve Single-Serve Coffees

Don Francisco’s Coffee, one of the top 10 national leading coffee retail brands, today announced the launch of Don Francisco’s Family Reserve Single-Serve Coffees. Don Francisco’s Family Reserve Single-Serve Coffees come in four of the top-selling flavors and are currently available in 12-count packs. The company places great

emphasis on quality coffee and only uses 100% Arabica coffee, which requires the right climate, elevation and care to grow. For Don Francisco’s Family Reserve Single-Serve Coffees, we adjusted the roast and grind to allow the proper flavor extraction for a faster brew cycle. For more information on Don Francisco’s Single-Serve Coffees visit Facebook.com/DonFranciscos, or go to www.donfranciscos.com.

Correction: Scott Reed Joins Walker Coffee Trading

The wrong phone number was given for Scott Reed in the February issue. His correct phone number is 504-2840558. Walker Coffee is proud to welcome Scott Reed as a member to its team. Scott will work from his home/office in New Orleans and can be contacted there on his cell phone 504-284-0558 or by e-mail; scott@walkercoffee.com.

LBP introduces new to-go container

LBP Manufacturing, Inc. introduces Twin LockTM gusseted containers, engineered to meet operators’ packaging needs for both cold and warm food storage.

Providing superior functionality, these takeout solutions optimize the consumer experience with integrated locks that ensure a tight closure and built-in, push-to-open vents that preserve food integrity. Our portfolio includes a range of sizes and 3 colors, allowing for flexible menu planning and helping operators build up their brands within the emerging takeout category. For more information, please visit www.lbpmfg.com.

Kerry® Adds Big Train® To Its Line Of Beverage Brands

Kerry has announced the acquisition of Big Train, a specialty beverage company.

Based in Lake Forest, Calif., Big Train joins a host of elite brands including DaVinci Gourmet® syrups and sauces, Jet® smoothies and frozen beverage mixes, Caffe D’ Amore® premium dry beverage mixes, and Oregon Chai® chai tea latte mixes which are all committed to delivering the highest quality products and customer service in the industry. “The acquisition was born out of our desire to enhance the customer experience.

The addition of Big Train significantly expands our beverage product solutions, manufacturing expertise and global reach. Big Train is a strong brand with an unparalleled commitment to customer satisfaction. We are committed to strengthening that reputation under the Kerry umbrella.” - Corrie Byron, Vice President of Brands for Kerry. For more information, visit www.mydrinkworks.com or www.bigtrain.com.

32 March 2013

ShopKeep POS and LevelUp Launch Integrated Mobile Loyalty Platform for iPad POS

ShopKeep® POS, the fastest growing iPad point of sale solution for small businesses, and LevelUp, a leader in mobile loyalty payments, have launched an integrated solution that lets a merchant process mobile payments and build loyalty right from the store’s POS system.

With this new integration, merchants can now ring up sales and accept LevelUp payments right from their ShopKeep POS iPad register without switching devices. ShopKeep POS consolidates the LevelUp transactions with all other transaction information into one simple report that can be accessed anywhere. Merchants benefit from LevelUp’s 0% payment processing fees, and can participate in loyalty programs to retain customers. To learn more about accepting LevelUp on ShopKeep POS, visit http://www.shopkeep.com/levelup.

Coffee Fest Welcomes Newest Sponsorship Partner

Coffee Fest is pleased to welcome its newest sponsorship partner, ShopKeep POS at the upcoming New York show. ShopKeep POS, the leading iPad POS system for small and medium businesses, will now interact with show attendees on each of these levels. On the exhibition floor attendees are invited to see ShopKeep POS innovations by visiting them at booth #1109 in Hall E. Jason Richelson, the CEO and Founder of ShopKeep POS is presenting an educational program at Coffee Fest New York on Friday morning titled “Running your Coffee Shop with your Head in the Clouds”. To top all of that ShopKeep POS has partnered with Coffee Fest to present the Opening Night Reception at Heartland Brewery, Port Authority location.

White Coffee Introduces ‘Castle’ Coffee Blends

White Coffee Corporation of Long Island, NY is introducing a new coffee line inspired by TV’s hottest crime drama, ABC-TV’s “Castle.” The new coffee line, “Castle Coffee Blends,” is available now for ordering, directly through White Coffee Corporation. The three new varieties of Castle Coffee Blends include “Morning is Murder,” a bold Colombian roast that is flavorful and ruggedly handsome, like the main character, Richard Castle. “Writer’s Roast” is a dark, French roast; a dramatic potboiler of impeccable taste and “Brewing Storm” is a lighter bodied coffee with a seductively rich, dangerously smooth taste of cinnamon. To place an order, or for more information, please contact (800) 221-0140.

NewsBites Weldon Tea/Water Flavorings Back Again to Cool Off this Summer!

Weldon Flavorings is once again offering its Innovative, Natural and Unsweetened flavorings for your Iced Tea and Water program. With Spring and Summer just around the corner Coffee and Tea shops can offer their customers great tasting Iced Tea and Water in six different flavors. Your customers can enjoy wonderfully refreshing Flavored Iced Tea or Water. These unique Flavorings are Natural and contain no added sugar or artificial sweeteners.

Weldon’s concentrated Tea and Water Flavorings add pure liquid flavor. They now come in 6 flavors: Blueberry, Guava Passion Fruit Mango, Mint, Raspberry, Mango Orange Passion Fruit, and Peach. They can be purchased individually or with an attractive counter caddy, The Weldon Gourmet Flavor Station™, to hold your customers three favorite flavors. The pre-measured pump dispensing system allows for quick and accurate flavoring. Just add 1 pump to each 4 oz. of beverage. The 4 oz bottle flavors approximately 59 sixteen oz. cups of iced tea or water. They are also available in 16 oz bottles for refilling or flavoring larger quantities. Weldon Tea/Water Flavorings can be purchased online at www.WeldonFlavorings.com.

New Blendtec® Stealth® Blender Sees Success In Commercial Settings

In 2012 Blendtec released its new Stealth blender to a limited number of test operations, declaring the Stealth as the quietest, most advanced commercial blender anywhere. After months of real-world operation and testing, Blendtec is pleased to announce that the Stealth has met or exceeded every expectation and is now available for full-scale distribution. The new blender , which will be on display at industry trade shows such as the NAFEM Show in Orlando, FL, gives foodservice professionals the best of both worlds: the strongest, most versatile blender on the market that can also be used in environments where sound is an important consideration.

The Stealth blender offers new opportunities for eateries, cafés, coffee shops, and commercial kitchens everywhere, allowing them to expand their menus without disrupting their customers’ experience.

Blendtec customers can customize the Stealth using the Blend Wizard™ web app to create unique blend cycles for specific recipes. The cycles can then be quickly loaded onto one or an entire fleet of Stealth blenders via a USB drive. For more information go to blendtec.com/commercial, or call Blendtec directly at 800-748-5400.

New Manitowoc Ice NEO™ is the everywhere you need ice machine

Manitowoc Ice has built its reputation on developing the most innovative and reliable ice solutions for the foodservice industry. Our newest ice machine - NEO™ - is an all-in-one, undercounter ice making and storage solution, that provides a new level of performance, intelligence and convenience, as it meets your demand for ice. Perfect for restaurants, bars, cafés, coffee shops, stadium boxes and offices – NEO delivers the ice you need—where and when you need it. NEO offers up to 33 lbs more of ice production within the same footprint of

our existing models over a 24 hour period. Extra ice production helps operators cover spikes in demand throughout the day. NEO outperforms in energy conservation too. All of the NEO aircooled models meet or exceed ENERGY STAR V2.0 qualifications. That represents a 100% increase over Manitowoc’s existing undercounter offering. With 10% less energy consumption and 22% less water usage, adds up over time, which is money that can be put back into an owners business. To learn more about NEO or the full line of ice machines from Manitowoc Ice, visit: www.manitowocice.com/neo Red Diamond Coffee Joins Industry Leaders to Support Grounds for Health In an Effort to Prevent Cervical Cancer

Women in the developing world whose livelihood depends on the cultivation of coffee are among the most vulnerable in the world when it comes to dying from cervical cancer.

Thanks to Grounds for Health and the coffee companies who support their mission, many lives are being saved. Red Diamond is proud to support Grounds for Health. We believe in the mission of this program: to create sustainable and effective cervical cancer prevention and treatment programs in coffee-growing communities. This will help improve the lives of the female coffeefarmers and their families and that in turn will better their communities. We are pleased to support our farmers and their families. For more information about Grounds for Health, please go to www.groundsforhealth.org and to learn more about Red Diamond visit www.reddiamond.com.

and other coffee professionals an unparalleled skill building experience. Throughout the 7-day course students will gain valuable expertise in intermediate roasting and cupping by utilizing multiple Honduras coffees from the 2013 harvest.

The course will help students gain technical skills and an understanding of the requirements and nuances of roasting different processes and varietals and recognizing their sensory qualities.

To add to the hands-on experience students will visits farms and processing facilities while getting to know Honduras coffees. Members of ACE receive a generous 10% discount. To learn more about ACE Training programs, and to register, please visit: www.alliacnceforcoffeeexcellence. org. For more information about this course call Sherri at +1 303-472-9577 or email sherri@ cupofexcellence.org Class size is limited so register today.

Direct Trade Event for Independent Roasters, March 7

On March 7, the Direct Trade Event is bringing together farmers and roasters in one place via Skype and video creating a forum for producers to directly sell their coffee and for roasters to connect with the producers to start building the foundations for long-term, sustainable relationships from abroad. Ten farmers from Costa Rica will participate. Some are COE winning farms. The roasters who attend will have the opportunity to cup the coffees, meet the farmers and buy directly. The Direct Trade Event is on March 7 (the evening before Coffee Fest), 6-8pm at the Joe Pro Shop. 131 W. 21st St., New York, NY 10011. This is Terra Bean Coffee’s pilot project to achieve its mission of making direct trade easy and accessible to independent roasters Sharon Porter to Join Insight Beverages as and providing producers with new opportunities Director, National Sales to directly sell their coffee. The event is sponsored Insight Beverages is pleased

by Dallis Bros Coffee and Joe Coffee. The event to announce that Sharon is directed towards coffee buyers, but all coffee Porter will join the company enthusiasts welcome. For more information, email as Director, National Sales tamara@terrabeancoffee.com. To RSVP, email or effective February 25, 2013. sign up at www.coffeeally.com.

Porter is an accomplished Executive with exemplary Tipu’s Chai ™ Reduces Carbon Footprint sales, marketing and business development Tipu’s Chai founder Bipin Patel uses an heirloom experience. She has a track record of increasing family recipe for his chai spice blend, and sales and profitability, with specific expertise in evaluates each of his business practices through launching businesses and new channel solutions the lens of how it can contribute to a healthier to generate revenue opportunities. Prior to environment. Before launching his newest Insight Beverages, Porter worked for the Royal product Tipu’s Chai Now™ Sweet & Spicy, Patel Buying Group for several years, most recently as and his team wanted to find a way to create a Executive Vice President, Business Development. liquid concentrate – without the liquid. “Liquid In this capacity, she led operations and strategic concentrate production and consumption direction with full responsibility for bottom-line generates huge numbers of plastic bottles and factors, including long-range planning, change tetra packs each year, many of which will end management, sales management, high level up in landfills,” said Patel. “By shipping a liquid negotiations, channel positioning and marketing product, producers are essentially transporting direction water around the country.” In an effort to reduce Tipu’s carbon footprint and maintain the ACE launches Origin Training in Honduras company’s commitment to sustainability, Patel The Alliance for created a dry product that café owners can use Coffee Excellence, to make their very own Tipu’s Chai concentrate.

Inc (ACE) is “Tipu’s will provide the reusable bottle and the pleased to present a chai – you just add water.” For more information, unique opportunity visit tipuschai.com. for professional coffee education at origin March 17th-23rd in Honduras. ACE, the organization that brings you Cup of Excellence is focusing its energy once again at origin to bring to its members

34 March 2013

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Advertisers Index Company................................................................................................. Phone.............................Web............................................................................. Page............................NCA Table # Add a Scoop by Smoothie Essentials Supplement-Boosts................. (415) 382-6535............... www.smoothieessentials.com ......................................36 Agtron...................................................................................................................... (775) 850-4600............. www.agtron.net .................................................................31, 38 Blendtec................................................................................................................... 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(800) 387-4367............. www.clubcoffee.ca ............................................................19 Coffee Fest............................................................................................................. (800) 232-0083............. www.coffeefest.com .........................................................35 Coffee Shop Manager......................................................................................... (800) 750-3947............. www.coffeeshopmanager.com .....................................27 CoffeeCats Jewelry............................................................................................. (206) 795-5414.............. www.etsy.com/shop/COFFEECATJEWELRY .........29, 38 CoffeeNetwork.com ........................................................................................... (305) 925-4822.............. www.coffeenetwork.com ...............................................37...........................................................38 Coffees of India..................................................................................................... +91 (87) 2225557........... www.indiacoffee.org.........................................................33......................................................... 40 Costellini’s............................................................................................................... (877) 889-1866............... www.costellinis.com .........................................................37 CupBarn................................................................................................................... (855) 428-7766.............. www.cupbarn.com ............................................................29 Curtis......................................................................................................................... (800) 421-6150............... www.wilburcurtis.com .....................................................23 Daterra Coffee....................................................................................................... (330) 941-2555............... www.daterracoffee.com.br ............................................21 Diedrich Manufacturing, Inc............................................................................. (208) 263-1276............... www.diedrichroasters.com ............................................29 Eagle Web Press................................................................................................... (800) 800-7980............ www.eaglewebpress.com ...............................................27 Espresso Me Services......................................................................................... (360) 213-0715................ www.espressomeservice.com ......................................38 Finum by Riensch & Held GmbH & Co. KG................................................. +49 (40) 734240........... www.finum.com .................................................................7 Follett Corporation.............................................................................................. (610) 252-7301................ www.follettice.com ...........................................................38 Fres-co System USA, Inc................................................................................... (215) 721-4600............... www.fresco.com ................................................................6.............................................................36 Global Customized Water................................................................................. (805) 484-1589.............. www.globalcustomizedwater.com ..............................38 Green Good............................................................................................................ (949) 552-0405............. www.greengood.com ......................................................21...........................................................22 Grounds for Health.............................................................................................. (802) 241-4146............... www.groundsforhealth.org ............................................37, 38.................................................... 14 Hypercat Advanced Catalyst Products....................................................... (610) 692-3490.............. www.hypercat-acp.com ..................................................37 Insight Beverages, Inc........................................................................................ (847) 847-3109............... www.insightbeverages.com ..........................................37 International Coffee Consulting..................................................................... (818) 347-1378................. www.intlcoffeeconsulting.com .....................................36 Java Jacket............................................................................................................. (800) 208-4128.............. www.javajacket.com .........................................................35, 38 Knutsen Coffees, Ltd.......................................................................................... (800) 231-7764.............. www.knutsencoffees.com ..............................................38 Loring Smart Roast............................................................................................. (707) 526-7215................ www.smartroaster.com ...................................................3...............................................................4 Manitowic Ice......................................................................................................... (800) 545-5720............. www.manitowocice.com/ ...............................................23 Moducup, Llc......................................................................................................... (973) 785-7790.............. www.moducup.com .........................................................13 Mother Parkers Tea & Coffee........................................................................... (800) 387-9398............. www.realcup.com ..............................................................31 NAMA....................................................................................................................... (312) 346-0370.............. www.vending.org ...............................................................25 Orleans Coffee Exchange................................................................................. (800) 344-7922............. www.orleanscoffee.com .................................................35 Pack Plus Converting.......................................................................................... (909) 902-9929............. www.packplus.com ...........................................................37 Pod Pack International, LTD............................................................................. (225) 752-1160................ www.podpack.com ...........................................................29............................................................ 9 Rocket Man Equipment..................................................................................... (800) 921-0199............... www.rocketman.com .......................................................36 Scolari Engineering S.p.A./Texpak Inc......................................................... (856) 988-5533.............. www.scolarieng.com ........................................................40 Service Ideas, Inc................................................................................................. (800) 328-4493............. www.serviceideas.com ....................................................38 ShopKeep POS...................................................................................................... (800) 820-9814.............. www.shopkeep.com .........................................................15 Shore Measuring Systems................................................................................. (217) 892-2544............... www.moisturetesters.com .............................................37 Stalkmarket Products (Asean Corporation).............................................. (503) 295-4977.............. www.stalkmarketproducts.com ...................................2, 38 State Farm.............................................................................................................. (800) 782-8322............. www.statefarm.com .........................................................11 TekPak Solutions.................................................................................................. (416) 505-3839.............. www.tekpaksolutions.com .............................................37 The Dynamik Group............................................................................................ (206) 686-2525.............. www.dynamikspace.com ................................................37 The Truvia Company LLC.................................................................................. (855) 855-2362.............. www.truvia.com/foodservice .......................................9 Tightpac America inc......................................................................................... (888) 428-4448............. www.tightvac.com ............................................................38 Track the Impact.................................................................................................. (619) 889-1997................ www.tracktheimpact.com ..............................................38 uVu Lid Company................................................................................................ (561) 674-9415................ www.uvulid.com ................................................................39 Vessel Drinkware.................................................................................................. (855) 883-7735.............. www.vesseldrinkware.com .............................................27 Walker Coffee Trading Company................................................................... (713) 780-7050.............. www.walkercoffee.com ...................................................27 Weldon Flavorings............................................................................................... (502) 797-2937.............. www.weldonflavorings.com ..........................................36 White Coffee Corp............................................................................................... (800) 221-0140.............. www.whitecoffee.com .....................................................38

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