May 2013

May 2013

Vol. XXVI No. 5

www.CoffeeTalk.com

Packaging: Not Just a Pretty Face page 10

Sorrow, Anger, Inspiration: Reflections on Boston

24

Building Bridges: The Path to Direct Trade

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Retailer Success: Boosting Profits Using Ratios

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Contents

The View

10

Packaging, Not Just a Pretty Face

Packaging, Preservation and Storage

14

Introducing CafĂŠ Solar

16

A Coffee Shop Ratio that Boosts Profits by 50%

18

A Master's in Coffee

18

Top 10 Tips to Avoid Expensive Mistakes Before Signing a Lease

16 Retailer Success: Boosting Profits Using Ratios

22 Sorrow, Anger, Inspiration: Reflections on Boston

Part 4

24 Building Bridges: The Path to Direct Trade

Tip 4

20

Retailer/Roaster Profile Where are you @?

Who We are Owners

22 24 26 28

Sorrow. Anger. Inspiration Reflections on Boston

Building Bridges

The Path to Direct Trade

Newsbites

Advertiser Index

Publisher/Advertising/Owner Kerri Goodman-Small, ext 1 | 877.426.6410 | 206.795.4471 kerri@coffeetalk.com Editor in Chief/Owner 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

Circulation Kelli Spandl, ext 4 kelli@coffeetalk.com

Mailing Info

Feature

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

Disclaimer

4

Packaging: Not Just a Pretty Face

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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May 2013

Professional Memberships

Kerri Goodman-Small & Miles Small

The View

L

ast month we began a discussion in the View about sustainability. It is our position that the only truly sustainable model is one that takes into account a holistic approach to the needs of all stakeholders; not just a single focus on economic, or environmental, or any of the other ideas about sustainability.

Of course, attempting to create a holistic approach to sustainability is not possible for any one company or NGO. There simply is not enough money and energy to make that happen. However, what about a different approach?

• What if all the money that is currently being spent by universities, foundations, corporations, government, non-profits, and whoever could be pooled into a single fund?

• What if a conference were held annually to review achievements, analyze future projects, and perform course corrections on current projects, and establish the coming years budget?

• What if everyone shifted his or her socially responsible project funds toward this new idea?

What do you think the effect would be if instead of everyone doing their own thing and running over each other, a unified holistic effort was brought to bear to accomplish comprehensive change in the communities that produce our industry’s key ingredient?

As things currently stand, aid to communities at origin follows a course similar to a collection of blind people attempting to describe an elephant by touch. One area receives a great deal of attention but most of the animal remains unknown. Many well intentions efforts have ultimately failed because the activity was not sustainable – funding ended, staff support was not available, or some other cause. Whatever the reason, after 40 years of activities by specialty coffee in origin countries, the question of sustainability still remains.

Clearly a unified approach to development is not easy, nor is it necessarily legal. (Collusion and price fixing for example) However, the current methods are not as effective as intended and something new needs to be tried.

So, a small group of representatives from large roasters, primarily in Europe, is giving it a try, and the way they are doing it is meeting “precommercial,” before they engage in their paid positions; before they have to make decisions in the best interest of their shareholders and stakeholders. By meeting and prioritizing developmental needs before work, they can then go back to their offices and use the corporate funds at their disposal to accomplish the predetermined plan.

So the question is…why don’t we do this?

Imagine a scenario. A community in Nicaragua supplies highly desirable coffees but is desperately poor and underserved. There is no electricity, no telephone, no easily accessible water source, poor roads, no health care, and no schools. The only government presence is military ensuring that this mountain border community stays repressed.

There are no young people, they have all moved off to Managua in search of prosperity. Women must walk daily to the market town (they have no refrigeration), which is 2 hours each way, the trip to the Coyotes to sell their coffee is a 5 hour one-way mule/walk/bus trip carrying their coffee the whole way. They have no sanitation facilities, few vehicles, and little hope. (By the way, this is a real place)

Now imagine a scenario that brings industry leaders together with experts and service providers to thoroughly research the full scope of requirements that are needed in the community, identify the key pressure points and rally the funds and human resources necessary to deliver long-term results. With this focus and organizational prowess, a more comprehensive strategy leading to solutions can be developed that moves toward ensure effective and lasting impact.

Not just research, but action mandated by the charter.

And this community in the scenario probably does not need everything fixed. Identifying key elements that are most negative in the community and making appropriate adjustments can lead to unseen results from the community itself.

Instead of small narrowly focused benefits that do not directly change the key infrastructure of a community, this idea focuses on holistic results with tools that are beyond any one agency or company.

Properly funded, staffed, and directed there is no project too daunting.

This idea is in the best interests of the coffee industry; fulfills the idea of investment, not charity in our extended industrial infrastructure; facilitates permanent value development in origin; and addresses locally originated elemental quality of life requirements.

This idea could be huge, or crackers. I am not sure. What do you think?

Many agencies have come to this place but little has stuck for any length of time.

Calendar May 7-9

Australian International Coffee Awards Melbourne, Australia

Jun. 7-9

World Tea Expo - Las Vegas, NV

May 18-21

NRA Show 2013 - Chicago, IL

Jun. 23-24

SW Foodservice Show - Dallas, TX

May 22-26

Thaifex, Bangkok, Thailand

Jun. 30 - Jul. 2

Summer Fancy Food Show - New York, NY

May 23-26

Melbourne International Coffee Expo 2013 - Melbourne, Australia

Jul. 21-25

ACF National Convention - Las Vegas, NV

Jun. 4-6

International Food Exhibition - Guangzhou, China

August 18-20

Expo Comida Latina, Los Angeles, CA

Jun. 5-8

UBC Indonesia - Surabaya, Indonesia

Aug. 18-20

Western Foodservice Show - Los Angeles, CA

Jun. 7-9

CoffeeFest - Chicago, IL

Aug. 18-20

Ultimate Barista Challenge USA - Los Angeles, CA

Aug. 28-31

INTERFOOD INDONESIA 2013 - Jakarta, Indonesia

Sep. 10-11

11th Edition Expovending & OCS - São Paulo, Brazil

8 May 2013

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Packaging, Not Just a Pretty Face Packaging, Preservation and Storage

by Richard Stein

O

n the supermarket shelves, on the counter of a cafe or in the coffeeshop; from farm to consumer, packaging is a multi-faceted and involved procedure. In this article, we look at this from coffee conveying to the finished product, including food packaging. We will look at the best way to store coffee as well as branding solutions that can convey your message to the consumer.

Through a process called Modified Atmospheric Packaging, or Gas Flushing, a roaster can package their coffee into an hermetically sealed coffee bag immediately after roasting. The coffee bag needs to be of a high barrier lamination. In addition, explains Burger, “the coffee needs to be blanketed with an inert gas, typically nitrogen. If all these steps are done correctly, coffee shelf life can be extended from 3-12 months.

Coffee Conveyors When roasters expand their operations, they should consider technologies that meet their growing demands. There are two types of conveyors within the coffee roasting industry: Pneumatics, where air is used to convey the coffee, and mechanical, where a device is used to convey the coffee. A roaster chooses a particular conveyor depending on factors including the type of coffee used, personal experience or the physical constraints of the facility.

Conveyors require a good amount of energy and labor. The best conveyor requires the least amount of both.

Likic says, “The application of the one-way degassing valve is a critically important component of coffee packaging process. PLITEK provides a complete system solution that includes both one-way degassing valves and valve applicators engineered to integrate with the roaster’s new or existing packaging machinery.”

“Cablevey cable and disk technology moves coffee without the use of air,” says Cablevey’s Marketing Manager, Karl Seidel. “This method of conveying ensures consistent particle blends and optimal aroma quality.” Seidel says that getting efficiency means constantly examining and improving processes.

“Having a conveyor is a business decision based on efficiency and safety.”

Gentle conveying is important to protect the bean as it goes through the conveying process. Appearance is important, so a conveying system that is efficient but does not damage the coffee is essential. “Customers have told us that gentle conveying and low breakage rates make happy customers,” says Seidel.

According to Jeff Dudas, CEO of Spiroflow, “some of the main benefits of automating conveying are the decrease of labor costs; improvement of sanitary conditions; dust control; improved efficiency; and reduced energy consumption.” In addition, “Conveyor’s will avoid repetitive stress injuries employees may suffer during the operating process.”

Staying Fresh Fresh, aromatic coffee is essential for roasters, which is what a customer looks for in quality coffee. Alma Likic of PLITEK says “in order to provide the freshest coffee possible and preserve the quality of their coffee, coffee roasters should pack and seal their coffee immediately after roasting in a package that has a one-way degassing valve.”

As freshly roasted coffee cools, it releases carbon dioxide gas. The degassing process can last up to a week depending on the roast and other factors.

Without the proper mechanism in place to release the carbon dioxide, degassing coffee inside of a sealed package will cause the package to swell and potentially burst. Freshly roasted coffee can be bulk degassed, however the problem with this approach, in addition to tying up inventory and space, is that oxygen and airborne contaminants causes coffee to rapidly lose its freshness.

10

The solution is using one-way degassing valves that are placed on the coffee packaging. The purpose of one-way degassing valve is to allow carbon dioxide gas from freshly roasted coffee to escape from the packaging while keeping oxygen and contaminants from coming in. These valves are now standard features on coffee bags as well as on lid containers, so the problem now is less with including the valve than with making sure that the valve functions properly. According to Chris Burger of Fres-co, “It is critical to understand the performance of the valve selected. Many times a bag can be a leaker directly through the valve.” Ensuring the right valve type for the package size as well as the package material is essential in the success of coffee preservation.

Nick Greco of Avery Dennison says that their Flexis technology has several advantages over conventional hard valve technology. “Flexis valves allow for up to 30 per cent increase in application throughput and a 30-50 per cent product purchase advantage over hard valves.”

Pacific Bag, Inc. recommends using high barrier foil with a one-way degassing valve for longer freshness and paper tin ties for retail take away coffee. Pacific Bag, Inc. provides steps when choosing the right bag: 1. Is the bag correct size?

2. Most bags will need to be sealed to protect against oxygen and make it tamper evident.

3. Stock bags are usually used in conjunction with pressure sensitive labels.

The bag’s seal also needs to be considered. A faulty seal allows oxygen in and negatively affects the quality of coffee. Pacific Bag’s Kelle Vandenburg recommends a consistently proper seal, to “check the melt temperature of the sealant layer on your bags. Your bag supplier should be able to answer questions for you.” Roasters should also make sure that their sealing machine has a consistent pressure across the jaw of the sealer. By following these simple steps roasters can make a big difference in the consistency and quality of their beg seals.

Most common materials used in coffee bags are polyester aluminum foil and polyethylene. Many roasters use a type that allows the end consumer to easily open the bag without having to cut open the bag.

Pack Plus Converting makes metalized stand-up pouches. Commonly referred to as a “mylar” bag for its metallized look and light-weight qualities, they make a great alternative to foil and clear poly materials. Their moderate barrier qualities make these pouches ideal for packing dry products (i.e. trail mix, snacks, treats) or powdered mix. Packaging in a metallized pouch is a great way to lower your costs without compromising quality.

Storage Coffee’s increasing popularity around the world has made it one of the world’s most valued commodities. Tightpac’s Justin Marquis says “this phenomena has made proper coffee storage an important factor, indispensable for maintaining its freshness and flavor.” Tightpac’s line of coffee and tea storage containers has a unique patented vacuum system that acts as a one-way degassing valve.

Coffee needs sunlight, water and heat to grow. But ironically, these elements can also be the enemy of the bean, as they contribute to shortening the lifespan of the coffee. Coffee beans need to be protected from light, heat, and moisture to stay fresh.

BeanSafe offers a one pound air-tight coffee storage container with a one-way degassing valve. Since coffee is generally sold to consumers in one pound bags, it is an ideal accessory for any coffee connoisseur. Alan Alberani of cont. on page 12 May 2013

Packaging BeanSafe says “coffee will naturally degrade after about two weeks. Storing the coffee in a better container, especially one that has a valve, will prolong the life.”

Look and feel is important Retailers know that over 70% of purchasing decisions are made at the store shelf.

Coffee packaging should communicate their brand message, while also providing a practical packaging product. Roasters must consider functionality and branding when choosing the packaging for their coffee. According to Mike Mead of Roastar, “Choices in how you package your coffee serve to reflect your brand’s values, and can be your biggest asset when it comes to communicating the brand message on an initial purchase. Roasters must compete for crowded retail space. The quality of the packaging is key to getting noticed and ensuring repeat customers. The look is critical. We like to say the look attracts the consumer and after that, it’s up to the product.

Fres-co primarily uses rotogravure printing. This process allows for the highest level of graphics on the coffee package. Although the feel is not as important, the consumer does need to feel the bag is sturdy enough to protect the coffee and not break open.”

your coffee as environmentally friendly, better branding might be achieved by using recycled paper bags or compostable bags over standard plastic or foil.

With the continual developments in the packaging market, coffee roasters and retailers would be wise to educate themselves on the packaging options available to them. For the roaster, packaging equiment is going to vary immensely depending on the siye of the roaster. Small roasters often fill bags by hand whereas huge roasters typically have completely automated packaging systems.

When choosing the packaging for your coffee there are two considerations: functionality and branding. Functionality will have less of an impact on sales than branding; it may be less complicated, but every retailer must meet it with finesse.

Nonfunctioning packaging can stump your ability to deliver a quality product.

Christian Wipf, Chairman of the Board and fourth generation leader at WIPF AG, says “Wipf has been the quality leader in the one-way degassing valve market for more than 35 years. Our global business continues to expand and we are dedicated creating a robust market for WICOVALVE’s in North America.” The WICOVALVE is remarkable for it’s 3 year shelf and a maximum 0.01% reject rate and provides a 32% source reduction compared with other valves. Christian Wipf goes on to say “The U.S. Market is looking for a higher quality, better performing and better value for one-way degassing valves . We believe Wipf is well positioned to meet those expectations.”

Fres-co provides Corner Seal, allowing the four corners of the bag to be stiffened allowing the bag to better keep its shape throughout distribution and on the store shelf. It almost gives the bag a 3D affect.

Todd Addison adds, “UltraFlex’s wealth of knowledge with barrier, sealants, resins and additives technology, plus their unique mixture of equipment, coating/laminating process and human resources are an ideal model for advanced solutions. Ultra Flex commands a strong presence in the multilayer, high barrier rollstock and pouch markets.”

For the past 25 years, PBI has provided custom printed premade packages and rollstock to thousands of satisfied customers. From the earliest phases of the design stage, up and through formal production, PBI’s knowledge and expertise of the process help keep things simple.

For point of sale snack items such as nuts, pretzels and health bars, display and convenience for customers to access them is a must. Ultra Flex, for instance, provides their clients with high barrier structures that will protect products and extend shelf life. For them, sustainability is based on the idea that the quality of people’s lives and the state of our communities are affected by economic, social, and environmental factors. One of the many ways they keep a sustainable practice is by using 200 HP natural gas compressors to reduced electricity in their plant by 40%.

Giulio Evangelisti of ICA, adds, “Thanks to our Aroma System Degassing Valve, coffee will have a better product shelf-life since it will not be brought into contact with the outside atmosphere.” Established in 1963 in the heart of the packaging valley in Italy, ICA has flourished in the packaging industry thanks to the natural talent of its founders and to their capacity to involve and motivate others in working for the same objective of designing and manufacturing excellent automatic packaging machines.

Branding Mike Mead of Roastar emphasizes that “Coffee packaging needs to strike a balance between communication of the brand message, while preserving and facilitating the use of the product.” Getting a grasp of what those efficiencies are for your unique brand is what building a business is all about.

Avery Dennisons functional pressure-sensitive adhesive label and packaging materials enhance shelf-appeal of food, beverages, health, and beauty products while providing consumers with important information.

“It’s very important that coffee products present well on a retail shelf and offers the consumer the best opportunity to experience a quality product in their home setting,” adds Patrick McCarthy of Taipak. “Our Flexi Box packaging delivers a flat bottom coffee bag that sits well on any shelf and our E Zip openings delivery an air tight solution to ensure that coffee stays as fresh as possible after the initial opening. An air tight re-sealable zipper is significantly better than a traditional tin tie or re-sealable tap in helping to retain as much of the bean freshness as possible and enhancing the consumers overall experience of your coffee products.”

Retailers and manufactures should be aware that custom packaging offers them the ability to reduce costs significantly in their production process. In many cases the reason for not adopting a custom packaging strategy is based on the misconception that it is too expensive. In reality this is not the case and for approximately $5000 you can implement a custom packaging solution today. Not only will this reduce your production costs, but it will also elevate your brand and market footprint.

With all of these options for packaging coffee, one thing is certain: packaging is complicated. Fortunately, packaging manufacturers and suppliers can help guide you through the process and work with you to select the packaging that makes the most sense for you.

Bag hardware is important, as it plays a crucial role for customers to identify your product. If you are marketing

12 May 2013

Introducing Café Solar!

A New Model of Sustainable Coffee Production from the “Direct Trade” partnership of Mesoamerican Development Institute at the University of Massachusetts Lowell, the COMISUYL coop in Yoro, Honduras, and Red Barn Coffee Roasters in Upton, Mass.

by Peter Friedland

C

In a U.S.-based parallel around contributing to the local economy, the Yoro solar and biofuel-powered green coffee processing center was manufactured largely in Massachusetts and New Hampshire, benefitting New England’s economy as well Honduras’.

Second, it’s the result of 17 years of development by the Mesoamerican Development Institute (MDI), a U.S. non-profit based on campus at the University of Massachusetts, Lowell, and which is also a Honduras-based Non-Governmental Organization in partnerships with three Central American universities in Honduras, Costa Rica and Nicaragua. (MDI’s motto is ‘If we don’t have it, we invent it.”)

Another unusual and innovative aspect of Café Solar is that it has been designated the “official sustainable coffee” of the UMass Lowell campus, one of five in the overall UMass statewide system. That’s because of Café Solar’s history of serving as a sort of ‘coffee curriculum’ generating many educational projects examining “Sustainability” from multidisciplinary perspectives, an approach necessitated by the complexity of this increasingly used but still widely oversimplified term.

And for the first time, Café Solar green coffee will be shipped in May directly from the Cooperative COMISUYL to Red Barn Coffee Roasters in Upton, Massachusetts, where it will be roasted for sale at Red Barn’s cafes, ecommerce store sales and at the University of Massachusetts Lowell campus

These projects have ranged from engineering of the solar and biofuelpowered green coffee processing mills to the business and social issues of coffee, as well as to consumer country branding and marketing.

As a result, an interdisciplinary faculty group at UMass Lowell has begun meeting to develop an entire seminar focused on Café Solar.

The working relationship between Massachusetts-based Red Barn and UMass Lowell’s MDI, and the Honduras coop COMISUYL, is one of the innovative ways consuming country roasters are pioneering “Direct Trade,” the alternative model gaining increasing attention.

Another critical environmental aspect of the Café Solar story is that the Cooperative COMISUYL is preparing to transition coffee farms to MDI’s trademarked forest-friendly land management system called “Integrated Open Canopy” (IOC), which MDI has been studying with graduate and doctoral students from the University of Massachusetts and the US Forest Service for the past eight years.

afé Solar is an important new coffee development (even among the many others coming out of the Coffee Universe!)

First, as its brand name proclaims, this Honduras coffee is being dried in the world’s first solar-powered green coffee processing mill.

The Yoro processing center is ‘off-grid’ in that it generates its own electricity, and allows local farmers through their coop to not only process but also to export their harvest directly to the world specialty coffee market. And not only to the U.S. but also to roasters in Canada, Sweden and Ireland, a first in 100 years of coffee production in Yoro, Honduras.

In addition to increasing crop yields, IOC has been found to provide habitat for a multitude of endangered migratory and resident bird species, as well as other forest-dependent wildlife not supported by other coffee production methods, including the much more widely-known and certified practice of ‘shade grown’, making it quite likely there’s more controversy to come around these issues.

The Yoro center is the only facility able to industrially dry coffee without burning wood from threatened tropical forests, the fuel source for conventional dryers having resulted in vast deforestation in Honduras and other coffeelands where mechanical drying is done this way.

The research making this case has just been published by the journal Conservation Biology. The principal researchers include the two principle Café Solar developers Raúl Raudales and Richard Trubey, along with Dr. Richard Chandler and Carlin Chandler (Department of Environmental Conservation, University of Massachusetts, Amherst); Dr. David King (U.S. Department of Agriculture Forest Service, Northern Research Station, Amherst MA); and Victor Julio Arce (Mesoamerican Development Institute).

Most of the facility is operated by local youth of the community of Subirana trained in the use of renewable energy technology and quality control and preparation by MDI and COMISUYL. Another significant aspect of Café Solar is that the cooperative and the processing center are both managed by women: the COMISUYL General Manager is Maira Manzanares, and the Yoro processing plant Manager is Orbeli Manzanares Ulloa. Maira is a coffee farmer whose grandfather was one of the first to begin planting coffee in the region and has been involved since a child in all aspects of coffee production.

Café Solar® is available at Red Barn Cafés including at Boston’s Historic Faneuil Hall.

And visit www.mesoamerican.org for more information about solar and biofuel-powered green coffee processing, Integrated Open Canopy land management, and how UMass Lowell and UMass Amherst faculty and students have been involved with Café Solar and MDI.

Orbeli is also a coffee farmer whose knowledge of coffee preparation and quality control was enhanced through training funded by through Fair Trade International and Mesoamerican Development Institute.

Peter Friedland has been an environmental journalist and social venture coffee company developer, including having roasted coffee over the past 14 years. Currently a Sustainable and Specialty Coffee consultant, he is proud to do Disclosure that yes, he is also a “sales rep” for Cafe Solar in the best spirit and practice of combining Social Change with Commerce.

Orbeli recently represented MDI at a seminar with USAID in which USAID is hoping to gain from her experience in running the world’s first off-grid processing center.

Also the Yoro solar energy plant is backed up with an additional ‘renewable energy’ ‘biofuel’ for the generation of electricity made from an indigenous tree, Jatropha Curcas. A local farmer-owned company, generating additional jobs and income, produces the oil.

14 May 2013

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A Coffee Shop Ratio that Boosts Profits by 50%

by Greg Ubert – Crimson Cup Coffee

M

any coffee shop owners go into the business based on their passion for coffee.

They often believe the key to their success is bringing the finest coffee available to their community. That’s a big part of the equation, and you can’t succeed without great coffee. But you also need to attend to the business side of running a coffee shop.

When you get down to basics, selling coffee is a numbers game. If you play the game correctly, you win. If you try to cut corners or stray from your focus, you will lose.

How to Improve Your Ratio For most coffee shops, the ideal ratio is 80 percent espresso-based drinks to 20 percent drip coffee. The ratio is simple but powerful. It affects every area of coffee shop operations. Several areas have a big impact on The Ratio. Here is my top five.

1.

Let’s begin by breaking down the numbers, starting with the cost of coffee. Say, for example, a one-pound bag of fresh-roasted coffee costs $7.45 at wholesale. As a coffee shop owner, you have four basic ways to sell that pound of coffee.

Drink quality begins with the quality of the beans – their origin, roasting, packaging and freshness. So buy the best you can find.

The first is to resell the bag of whole bean coffee at retail. If your sales price is $11.45, you make a gross profit of $4.00.

Your baristas must be trained to produce drinks that are flawless in both preparation and presentation.

The second option is to brew and sell drip coffee. Assuming you brew the coffee according to specialty coffee standards of 3.75 ounces of beans for each 64 ounces of water, and you sell the coffee for $1.70 per cup, you’ll make about $31.75 per pound gross profit when factoring in the 11-cent cost of the paper cup and plastic lid.

You may think your drinks taste great, but are you sure? If you hear from customers, “I love it when you make it but not when . . . does,” you may need to spend more time on training your folks.

Until you consider the third and fourth – and by far the most profitable – options: selling espresso-based beverages or hand poured coffees like V60 (see below).

2.

You can pull about 50 espresso shots from your one-pound bag of coffee. If you sell each espresso shot as a caffé latte for $2.70 using 30 cents of milk and 11 cents for your cup and lid, your gross profit increases to $109.50 per pound of coffee.

People often ask how hand-poured coffees fit into the ratio. You can create about 22 -V60 12 oz. cups of coffee from your one-pound bag. The costs of coffee and lid are about 50 cents. If you sell a hand-poured coffee for $2.95, your gross profit is $ 2.45 per cup or about $ 54 per pound.

Well-trained Staff. It’s not enough for your staff to know how to make perfect espresso-based drinks. To increase your ratio, they also need to be personable and skilled in customer service.

Your baristas and cashiers must recognize regular customers and get to know their tastes so they can suggest new drinks for trial. They must be observant and have good interpersonal skills – which enable them to upsell a customer without sounding pushy or offensive.

3.

Efficient Coffee Shop Layout – An efficient layout directly impacts profits. The most profitable beverage – an espresso-based drink – should be showcased.

You don’t have to be a bean counter to understand that selling coffee in the form of an espresso-based drink or hand-poured coffee will go much further than selling a bag of beans or a cup of drip coffee.

That’s why the first thing the customer should see upon approaching the bar is the espresso machine. The drip machine should be as far from the customer’s sight as possible.

So what is “The Ratio?”

The ratio is simply the number of espresso-based drinks sold to the number of cups of drip coffee served. The higher your ratio, the higher your profits. Over the years, our customers have found that a ratio of 80 percent espresso-based drinks to 20 percent drip coffee maximizes profitability.

You also don’t want to set out self-serve coffee in air pots. Doing this removes the personal interaction that enables you to upsell to an espresso-based drink.

At this point, you may be thinking that espresso-based drinks have a higher sales price because they cost more. That’s true. But you incorporate the cost of the cup, lid, milk, syrups and other ingredients into the price of drinks, as you can see below.

Drink

Cost

Price

Caffe Latte, Regular

$0.77

$3.35

$2.58

Vanilla Latte, Regular

$1.02

$3.75

$2.73

Mocha, Regular

$1.10

$3.75

$2.65

Drip Coffee

$0.56

$1.90

$1.34

Espresso Profit/Day

Drip Profit/ Day

Daily Profit

The Menu – When I walk into a coffee house, I can generally determine The Ratio just by looking at the menu. Drip and flavored coffees near the top left of the menu are a dead giveaway to a poor ratio.

Probably the best thing you can do is take drip coffee off your menu entirely.

Customers who want it will still ask for it.

Say you’re currently processing 400 transactions per day. Here’s how the ratio affects your bottom line.

Daily Sales

4.

Why? Most people read from left to right and top to bottom. Putting your espressobased drinks at the top left of your menu places your most profitable drinks in the most valuable real estate.

So, how does the ratio play out across multiple transactions in your coffee house? Let’s take a look.

The Ratio: Espresso/Drip

Working with hundreds of customers, we’ve found that a poor layout decreases The Ratio by at least 20 percent. If you have 200 customers per day, an inefficient layout could be costing your business roughly $20,000 in profit per year.

Profit/Drink

It’s clear that you’re going to make about twice as much per drink when you sell espressobased drinks as compared to drip coffee.

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Great-tasting Espresso-based Drinks. The quality of your products is paramount.

Customers are not going to pay twice as much for an espresso-based drink unless it tastes twice as good. To ensure repeat customers, drink quality must remain consistent day to day, month to month and year to year.

Yearly Profit

90/10

$1,372.00

$954.00

$54.00

$1,008.00

$362,880.00

80/20

$1,304.00

$848.00

$108.00

$956.00

$344,160.00

70/30

$1,236.00

$742.00

$163.20

$854.80

$325.440.00

60/40

$1,168.00

$636.00

$216.00

$852.00

$306,720.00

50/50

$1,100.00

$530.00

$272.00

$800.00

$288,000.00

40/60

$1,032.00

$424.00

$324.00

$748.00

$269,280.00

30/70

$964.00

$318.00

$378.00

$696.00

$250,560.00

20/80

$896.00

$212.00

$432.00

$644.00

$231,840.00

At this level, you’ll make about $110,000 more annually if your ratio is 80/20 as compared with 20/80.

Giving coffee away kills your ratio. So never advertise or offer free refills.

5.

Marketing Via Weekly Specials and Seasonal Promotions. How do you sell more espresso-based drinks? By having customers try them.

Weekly specials and seasonal promotions are two of the most effective methods of increasing drink trial, which leads to increased drink preference – and profits.

To be effective, the Special of the Week must be changed weekly. Additionally, it should be good only for a regular-sized beverage – served hot, iced or frozen—sold at the same price every day.

Begin advertising your weekly special at the front of your shop. Simply take a chalkboard, write up what the special is and set it up on an easel by the front door.

Seasonal promotions are drinks that are available for a limited time. Think Pumpkin Latte and Peppermint Mocha.

In-store materials such as posters, counter mats and table tents that feature a picture of a delicious drink will entice your customers to try something new. I recommend that you feature about eight seasonal drinks each year.

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.

May 2013

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A Master’s in Coffee

Part 4

by Ashley Prentice

R

eturning from Easter break, we came back to great spring weather and to receive what I would say is the ‘economic’ part of the Master’s. We have started receiving classes dealing with Macroeconomics and Supply Chain Management.

The tables are turned now because all of us with a background in business feel more in our element, whereas others with non-business backgrounds are now striving to grasp all the concepts. Even though the knowledge we acquired during the agronomy and scientific classes is important and valuable, I have to admit that I am a little relieved that part is over.

T

his month we will be focusing on Tip 4 in our “10 TIPS to Jumpstart your Café “series. Now that you have laid the critical groundwork with your brand, customer research, and identity, you are ready to create your plan. Your menu has been created – according to your brand and customer and you will need this in order to select the appropriate kitchen equipment. Also, your research of other cafes and dining experiences provides you a good idea of seat counts that is comfortable for customers.

The first step in laying out a plan is to hire an architect or designer experienced in café and restaurant permitting and design. During this space planning phase, code and other land use issues should be integrated into the plan in order to get a true space size.

During Easter break I had the opportunity to travel with some of my classmates to Vienna and Prague. What amazing places! While time did not allow us to see everything Vienna has to offer, we were able to see some of the main attractions and experience the Viennese coffee scene when walking through Stephansplatz and the Naschmarkt.

Prague’s coffee scene is lacking a bit, nevertheless, the rich culture, the history, and the beautiful architecture that we were able to presence is incredible. The beer culture on the other hand, is quite developed. Considering that in the Czech Republic, the birthplace of Pilsner, many places offer beer at a cheaper price than a cappuccino and even water, it is not surprising to see that they have the highest beer consumption per capita in the world. Of the many cultural and sight seeing tours we took, we also went on a beer tour around some of the main breweries in Prague. It was interesting to learn more about the process of beer and the methods used to create different brews. Thanks to our industrial processing class we had a deeper understanding of many of the processes and reactions beer goes through, some quite similar to coffee.

As soon as we returned to Trieste, we had class with a professor from São Paulo, Dr. Samuel Giordano, who taught us about Green Coffee Markets and Price Formation. I really enjoyed this class as the professor encouraged group discussions and challenged us to develop different strategic plans to address numerous issues that the industry currently faces. We were prompted to discuss topics related to the improvement and promotion of coffee consumption in producing and emerging countries. We all came up with interesting solutions and approaches, which we discussed in our individual groups, and then presented our ideas to the rest of the class.

We also discussed many other topics regarding the correlation between the commodity markets and it’s reflection on the price of green coffee, and what possible actions we could take to reduce the market risk for the producers.

This also resulted in interesting solutions from teaching farmers hedging to reduce risk; to promoting and stimulating direct trade between farmers and roasters in order to develop long term business relationships, while finding ways to reward the farmers for more than just a commodity product.

Ultimately, we arrived to the conclusion that the most important thing we must begin to do as an industry is endorsing and building programs to educate individuals in producing countries. This will be the foundation to improve practices, improve quality, promote consumption, and develop solutions to reduce costs and market risks for all of those whose livelihoods depend on coffee.

We have less than two month’s left, and I think the best is yet to come. I am looking forward to enjoying the sunshine, experiencing Trieste in the summer, and continuing the economic side of the Master’s. Hopefully this nice weather doesn’t distract us from our studies!

Ciao, Ashley

The second step is to take your plan to a licensed and experienced contractor with café or restaurant references. Having this experience will provide you a sound budget and the assurance that during construction, they are able to pass all inspections by Building Dept. officials. An experienced café architect and designer can provide the contractor allowances and assumptions in which to provide reasonable pricing for budgeting.

The third and last step is the scheduling. Working with the contractor, the architect, and your broker (the tenant broker for your space that is negotiating for you), you will create a schedule, based on your plan, final design time, material leadtimes, permit preparation and city permitting times, and construction build-out time.

Our 10 Tips Jumpstart Café pocket books allow you to write your thoughts in one com¬plete book¬let and it also prompts ques¬tions to con¬sider. http:// www.dynamikspace.com/store.php5 Stay tuned every month for valuable tips.

Ashleyprentice01

18

Having this plan will also provide a potential landlord the assurance that you are a confident and carefully planned café operator – thus providing potentially more negotiating power.

Melanie Corey-Ferrini is the founder of Dynamikspace (www. dynamikspace.com) and offers services from consulting to full service café creation.

Be sure to visit our expanded version of this article on our website: http://magazine.coffeetalk.com/may13-branding-tip

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Retailer / Roaster Profile: Where are you @?

by Maxim Vershinin @ Café

39620 US Highway 19 Tarpon Springs, FL 34689 (727) 491-3141 www.youareatcafe.com Yanni Stathakis info@youareatcafe.com

T

his time we are profiling a successful shop in sunny Florida. I have sat down with @ Café owner Yanni Stathakis to find out his story:

V. Hi Yanni! How did the coffee journey start for you?

S. Hi Max! Well, before coffee, I used to run an entertainment company, which I still own now. We provide stage lighting and sound systems for corporate events. In 2010, I relocated that company from South Florida to Tampa bay. I love coffee, and although there were a couple of coffee shops here, their coffee was really subpar - it wasn’t so good. So my partner George Boulahanis and I decided to open up our own coffee place with our standards that set ourselves apart from everybody else. So we actually just opened up our second location and we are moving forward right now.

V. Tell me about the demographics of your area and your opinion of the Florida coffee scene in general?

S. Tarpon has right around 20,000 people, predominately Greek population - around 65% of total. My partner and I are also of Greek decent. I believe that overall, the Florida coffee scene is still in its fetus form. There aren’t really any outlets in Florida. There is Starbucks and there is us. They are a very corporate style situation. We are your regular “mom and pop” coffee shop, but our customers are guaranteed to receive a consistent, high-quality product and enjoy themselves in a clean, relaxing environment.

V. Why did you choose “@” as part of your business name?

S. It is one of the most recognized symbols in the world. It can mean anything. That is why our website is youareatcafe.com. Someone can say something like “Where are you at?” “I am at @,” etc. Last year we invested in a designer that did our corporate logo. It is very recognizable and people also love it.

V. You have mentioned that your still own an entertainment company. Did you incorporate some aspects of that business in your café operation?

S. Sure! We like to complement the whole coffee scene with the liveentertainment concept. Since we are an entertainment company we believe it is a good marriage. So whenever we want, we do special events - we bring out a Dj and live performers.

V. Do you think that running events like these helps your business?

S. Absolutely. Actually people expect that entertainment aspect from us since we are very popular here in the entertainment field. However, we keep it

minimal, so that our customers don’t expect it all the time and get distracted from our true purpose – serving great coffee. That is why we do these types of entertainment in our shop as special events only.

V. I have noticed some comments about your shop describing you as a “European style” café. What does that mean?

S. Atmosphere for one, when you aren’t just coming in grabbing a coffee and running away, but you actually are encouraged to sit down, talk, or work here.

Americans are now getting used to social coffee drinking and before it was all about speed. We are trying to say that coffee is a treat, it is not meant to be a rushed pastime. Second, our special attention. When we serve coffee here, we always give out a complementary bottle of water, and people absolutely love it because when you drink coffee you want water. We always try to give away something extra whether it is the attention and/or product. And last, the consistency of our coffee. I believe that a lack of consistency is the biggest enemy of local coffee business, so we hire and train our staff to deliver consistent product on a day – to – day basis with no exceptions.

V. What is one huge thing you learned about successful café operations?

S. The one major thing that we learned is the typecasting. We didn’t want to be labeled as just a Greek café. When you are labeled as something (like Italian, Spanish, Arabic, etc.) your business usually has a hard time growing, exploring other dimensions. We learned it the hard way, that is why our original location was sold to one of my best friends, who pretty much expanded his restaurant into our café and kept our menu.

V. I have noticed some unusual drinks on your menu like Nescafe Frappé, Nescafe Frappécino. Can you tell me more about them?

S. Those are Esspressions - our signature drinks. They are part of our concept blueprint. We took very popular Greek coffee drinks and gave them our own twist. Also, the Nescafe that we use is not a Nescafe that you find at your local supermarket. Our Nescafe comes from Greece and it is different.

V. I know that Florida currently is experiencing an ample flow of foreigners moving in. How does it affect your business?

S. It actually makes it easier for us. When somebody is driving on the highway and they see our Lavazza sign – it reminds them of home. For example, people from Italy: the second they see the Lavazza sign, they stop and pull in, boom! Then of course the American population, they come in and want to try something new, something other than Starbucks.

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Photo by Trish Rothgeb

Sorrow. Anger. Inspiration.

by Rocky Rhodes

Reflections on Boston

I

f you are a regular reader of CoffeeTalk, you will know that I get a pretty free reign to write about a topic that moves me in the coffee world. And usually I try to find a topic that is not something that everyone is talking about and try to do it in a way that might make you think about something new. This will not be the case for this article however. I am going to write about something that has affected every one of us deeply. I am of course referring to the Boston bombings.

Before I continue, please know that I am writing this in the first person because these are MY opinions and may or may not reflect those of CoffeeTalk. But again, they are letting me write about what I think will move the coffee industry reader.

There was something else going on in Boston that weekend other than the Marathon. It was of course SCAA’s ‘The Event’ and Symposium. If you were not there, shame on you! It was arguably one of the best conferences yet. My hats off to the SCAA for continuing to find new ways to engage its membership and provide new and interesting levels to the industry.

Many of you experience the industry in the same way as me; The Event is a place where we not only come to learn and do some business, but a place where we get to see old friends, and dare I say extended family. At times it takes on a fraternal feeling that tends to deepen the connection between us. This industry is like no other in that we desire that every company is successful and are more likely to help a competitor than see them fail. In the top end of the coffee market, which is where we operate, we know that a rising tide raises all ships.

Our ‘family’ extends to all ends of the earth. At this conference there were representatives from dozens of countries and every continent. (Antarctica?)

Anyway, our desire to help extends beyond the borders of the United States and into every part of the world that either produces or consumes coffee, and that is pretty much the whole darn globe.

Our family, along with every civilized human being, was attacked on Monday, April 15th, at the Boston Marathon. I was fortunate enough to leave Boston on Sunday night, getting back to Los Angeles at about 1am Monday. I was euphorically exhausted from another great SCAA show. I went about my business on Monday until I got the news about the attack. Like most people, I had to stop for a second to try and make sense out of what was happening.

Then the realization hit me that a huge number of my coffee family were still in Boston and some were going to the Marathon.

I started sending messages to find out if everyone was ok. It took a while, but everyone I knew was there was accounted for and ok. There were a couple of close calls. In particular, I knew my Kenyan friend Mbula and my Vermont friend Rick were at the race and it turns out they were in proximity to the bombs. Close enough to hear and feel the explosions. When I knew everyone was ok, I fell to my knees and cried. SORROW for all those dead, injured and traumatized.

22

After some grieving, I was flooded with an emotion that I do not enjoy, and don’t experience often; ANGER. I really wanted to lash out at whatever M*th$rF@#er did this and get some blood. I realize that this is a normal

reaction, although probably not the most healthy. But I was to my core willing to bring a little justice down on somebody and I was not considering the court system! This feeling lasted for a while but it gave way, as it usually does, to the feeling of wanting to do something positive.

I made a decision to channel my negative feelings into the most powerful question that I could think of at the time: “ What could I do to show that I will not be terrorized AND make a difference in the world so this might not happen again.” You see, I believe in the whole ‘ripple effect’ theory. What was the pebble I could throw in the pond? When you ask powerful questions, you get powerful answers. My INSPIRATION is this: I am going to run the marathon next year AND I am going to ask my coffee family to join me! I was so enthralled with my own brilliance that I went out for a run. About ½ mile of wheezing later… I was committed! I sent the word out to some friends and family and the response has been, well, astonishing! I have two people that have agreed to do it with me and support from many others.

Now we fast forward to one week later. The two thugs are dead and captured.

(Thank you to all the agencies and citizens that made it possible! Great work!) I am sitting in Colombia and even here we are ecstatic about the capture of the second idiot. But some time has passed, and some important information has come to light: Apparently you have to QUALIFY for the Boston marathon. There is a pretty strong chance that our newly formed team will not get invited to run. INSPIRATION number 2 hit me! Have a “Coffee Marathon”.

Here is my working plan in progress. We will have a run in Boston at the same time but we will start at a ‘Coffee Place’ and run to other coffee places along the way. People can join for all of the run, segments of the run, or just party at one of the various stops.

This way the whole industry can get involved. Our family can stand tall and say we won’t be bullied by thugs!

We can have a HUGE ripple effect as runners from Indonesia and Kenya and Colombia etc. join in this effort. Our industry can do what it does best: Lead by example and challenge each other to do better.

So this is my open call to my coffee family: Join me in Boston in 2014 for a ‘Coffee Industry Caffeine-a-thon.’ (It’s a working title). I will post more info on www.INTLcoffeeConsulting.com. If this story inspires you, send me an email. I would love to hear what you think!

I am already up to a mile!

Rocky can be reached at rocky@ INTLcoffeeConsulting.com May 2013

23

Building Bridges: The Path to Direct Trade

by Tamara Goldschmidt

O

n March 7, 60 coffee professionals and 17 Costa Rican farmers gathered for Terra Bean Coffee’s pilot Direct Trade Event, at the Joe Pro Shop in NYC, providing roasters with an opportunity to build direct trade relationships with farmers. The roasters attended in person and the farmers via Skype. The goal – bridging the knowledge gaps between those who grow the coffee and those who roast it to build capacity and develop mutually beneficial and sustainable relationships.

The atmosphere was full of excitement about new direct sourcing opportunities and the chance for roasters and farmers to share the experience and learn from each other. The roasters cupped the coffees and spoke directly with the farmers, at origin. The farmers were given a unique opportunity to market their own farms, instead of depending on an exporter to sell their coffee.

Transparency leads to greater accountability and creates new opportunities for entrepreneurs, both farmers and roasters. Change that requires overcoming cultural differences and disparity of information will not occur overnight however, it begins with a conversation, such as the one that started at the Direct Trade Event.

How did the Direct Trade Event come about?

I learned about coffee from the farmers. As a Peace Corps volunteer, I was inspired by the entrepreneurial spirit of the famers; and especially those who started their own micro-mills. They had invested time and money into their farms in order to take greater control over processing their coffee and the supply chain. However, they were unable to extend their businesses beyond a certain link in that chain due to a limited understanding of their market, the coffee culture of the coffee drinkers and the supply-chain logistics.

One farmer, in particular, took me under his wing. Javier Meza, owner of the La Cabana micro-mill, taught me everything I know. I shadowed him, participating in every part of the process. We spent hours pondering the condition of the Costa Rican coffee industry and brainstorming new opportunities to break out of the traditional market structure.

Fast forward to today…

The Direct Trade Event required an enormous amount of collaboration on the part of the farmers.

My philosophy going into the project was that

I would only take on the challenge if the farmers demonstrated their commitment, as well.

They did, exceeding expectations!

In January, I travelled to Costa Rica to meet with the farmers…

Peace Corps-style.

Javier spread the word about the meeting amongst the micro-mills before I arrived. Would anyone show up?

One of my biggest challenges was re-adapting to the cultural differences.

The meeting started at 3pm… 3:30, only 2 micro-mills showed up. 3:45, others started trickling in…

Phew!

We gathered around my laptop as I presented my proposal to them to host an event in NYC focused on building direct trade relationships between farmers and roasters. They were excited about the concept of direct relationships and the opportunity to speak directly with the roasters. The excitement in the air grew as a plan was laid out where the farmers’ are in control of their own businesses and no longer dependent on exporters. While price is an incentive, the empowerment from feeling in control is invaluable.

The farmers were thirsty for information about the coffee industry beyond their farms. Oftentimes, they are only provided with the information that they need to know, with little understanding of, or access to, information about what happens next. We spoke about the factors that contribute to roasters’ buying decisions and how coffee is served in coffee shops… espresso drinks, drip coffees, pour-overs. We spoke about the different types of NorthAmerican coffee drinkers, the specialty coffee culture and the attention being given to single-origin coffees.

To help them understand the supply chain and pricing, we spoke about the function of exporters and importers and what additional fees are incorporated into the cost of the coffee before reaching the roaster. We spoke about how most roasters buy on spot. We spoke about the risks and limitation of buying directly from farms and brainstormed ways to mitigate those risks. We spoke about the limitations to buying directly for small roasters.

As word of the project spread, other farms tracked me down. I spent the rest of my trip visiting the farms and micro-mills and speaking with the farmers on an individual basis.

24

Tamara Goldschmidt May 2013

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NewsBites LBP Has New Bev To-Go Carrier LBP Manufacturing, Inc. is proud to introduce Thirst Pak™, a versatile vessel with a thirst for profits! Ideal for bulk non-carbonated beverages such as flavored teas, sweet lemonades, and tangy fruit juices, Thirst Pak can help any operator establish a better signature beverage program. This to-go carrier provides superior branding opportunities to any foodservice operation and can add incremental sales to every order. Made with recyclable materials and designed to save space back-of-house, Thirst Pak is the solution for all catering and takeout needs.

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AeroPress® Coffee Maker Brewing Championship – Boston Andy Sprenger of Annapolis, Maryland won the 2013 United States AeroPress Championship after a day of competition in Boston, Massachusetts on April 12th. The judges agreed that Sprenger consistently brewed the tastiest cup in the competition. Nathan Hoida of Alterra Coffee Roasters in Milwaukee, Wisconsin took second place and Madeline Carr of Comet Coffee in Ann Arbor, Michigan took third place. Aerobie®, makers of the AeroPress coffee maker, will fly Sprenger to Melbourne, Australia to represent the US in the 2013 World AeroPress Championship held during the World Barista Championship between the 23rd and 25th of May. For more information visit http://aerobie.com/products/ aeropress.htm.

NAMA Unveils Innovation Award Winners NAMA is pleased to announce the winners of this year’s Innovation Awards, an accolade recognizing cutting-edge suppliers and products in the vending and refreshment services industry. The six winners were recognized at the NAMA OneShow April 24-26 in Las Vegas and all attendees congratulated and networked with them on the show floor.

• ShelfX Vending FridgeBooth #1451Vending Machines/Micro Markets/Kiosks • UpShot Solution by LBPBooth #848Coffee/OCS/Water/Foodservice Equipment • Cantaloupe Systems Seed Mobile Booth #1414Payment • Systems & Devices/Operating Systems/Accounting & Control Systems • ROAR System by Royal CupProduct – Beverages • General Mills Booth #1407Product – Snacks • AdvancePierreBooth #1207 ProductFoodAll Innovation For more information contact NAMA at (312) 346-0370 / (312) 704-4140

26

Fred’s Coffee likes Weldon Coffee Flavorings new Counter Stand ! ! !

Weldon Flavorings is promoting their Coffee Flavorings with an attractive, new

counter stand and already have their first order. Fred’s Coffee Company in Oakland, Maine took the stand to some of their customers and the response was favorable. They ordered ten of the new stands.

Fred’s has been a distributor for Weldon Coffee Flavorings for approximately 3 years. The new stand is ideal for your Convenience Store accounts. It is great for displaying and organizing 6 bottles of flavoring on your customer’s counter. The header card has easy to follow instructions.

Weldon Coffee Flavorings are sugar free and contain no artificial sweeteners, which allow each customer to add their condiments of choice!! They are the sensible solution to serving Flavored Coffee, cappuccino, and lattes without all the calories, carbohydrates, fats, and sodium. They are also Gluten-free, contain no sodium benzoate, and are nonallergenic. Each bottle comes with a premeasured pump which allows for quick and accurate flavoring of each cup. For more information please contact Weldon Flavorings at 502-797-2937 or visit them online at info@WeldonFlavorings.com Follett 7 Series Receives Kitchen Innovations Award Follett’s 7 Series ice and water dispenser was selected as a 2013 Kitchen Innovations award recipient by the National Restaurant Association (NRA). 7 Series will be featured in the Kitchen Innovations exhibit at the NRA Show 2013 being held May 18 through 21 in Chicago. The 7 Series was designed to solve the problems of height, drain availability, and aesthetic design in employee refreshment and related venues.

At only 17.59” high, the 7 Series dispenser is short enough to go on a counter under a wall-mount cabinet, and its 14.62” width takes up minimal counter space. Despite its compact size, 7 Series can produce up to 125 pounds of consumer-preferred Chewblet® nugget ice per day and store up to 7 pounds. To solve the drain availability issue that limits the placement of many dispensers, Follett designed the 7 Series icemaker and bin such that melted ice in the enclosed bin returns to the icemaker to be refrozen rather than drain out of the dispenser. In addition to eliminating the need for a drain, this design reduces installation costs and allows 7 Series to be installed in places where other icemakers/ dispensers cannot be today. To learn more about the 7 Series ice and water dispenser, visit Follett’s website at www.follettice.com/7series.

Coffee Trust joins in Alliance in Honduras Bill Fishbein and The Coffee Trust have made an alliance with Fundacion Amigos del Cafe to bring The Coffee Trust’s comprehensive development program to Western Honduras. Over the past few years, the Coffee Trust has developed a successful development program in one of the poorest coffee producing regions in the world, the Ixil region of Guatemala. Now, The Coffee

Trust has joined the board of directors of Fundacion Amigos del Café to establish a similar program in Ocotopeque, Lempira and Copan in Western Honduras. The alliance brings together several fair trade, organic coffee cooperatives and a forward thinking beneficio to help coffee producers in the region improve the quality of their lives. For more information, please contact Bill Fishbein at The Coffee Trust Tierra Nueva Awarded the 2013 SCAA People’s Choice Award and Best Product in Show. First Time in History of the SCAA One Company Wins Both Awards.

Tierra Nueva Fine Cocoa, LLC, is a Miami chocolate and coffee bar factory, which has been awarded the SCAA People’s Choice award and Best Product in show, at this year’s conference. The company specializes in private label production, as well as company owned and manufactured premium and value brand chocolates, including its unique patented coffee bar, Coffee Thins. President John Alexander said “We are honored and ecstatic to receive these awards, especially since it is the first time that any one company has won both awards in the history of the SCAA. Tierra Nueva was awarded the 2013 SCAA Best Product in Show and the 2013 People’s Choice award for their coffee bar product, Coffee Thins.

For more information contact pablo@tierranuevacocoa.com Frozen Beverages Heat Up Convenience Store Profits, Propel Fastest-Growing Category Frozen beverages are among the most profitable and fastest growing items sold in convenience stores. “Proven flavors and winning taste profiles, such as Black Cherry, Blue Raspberry and French Vanilla Cappuccino, can transform convenience stores into complete beverage destinations,” said Andrew Dun, Vice President of Marketing at Insight Beverages®. These innovative product concepts and flavors are rooted in Insight Beverages’ extensive research on consumer taste profiles, operator needs and flavor trends and will appeal to a wide customer base. The resulting winning line of products includes frozen carbonated beverages, frozen uncarbonated beverages and frozen coffees. Insight Beverages provides full in-store merchandising and 90 days of free product for trial at up to five selected c-store locations, in your chain. To place an order or request free samples, contact Sharon Porter at sporter@insightbeverages.com or visit www.insightbeverages.com.

The not so new kid on the block Have you ever thought about branding your business on your paper cups or sleeves? Did the excitement quickly fade away when you found out the minimum order was too high or the quality was poor? Custom Takeout specializes in custom printing at low minimums with only quality products. We know your business and provide professional

May 2013

consultation to cost efficiently get your brand out in the market today! We offer Blank or Generic cups as well as an ECO friendly hot cup made from a corn extract (PLA.) We also carry a full line of lids and sleeves.

At Custom Takeout we give you quality products and service your business really needs. Call us today and let one of our knowledgeable account representatives help you get branded today! For more information call 877 515 5311 ext 107 or visit www.customtakeout.com or email cto@customtakeout.com BeanSafe Wins Award for New Product Innovation at NY CoffeeFest BeanSafe is an innovative container with a patent pending valve that stores coffee beans or ground coffee while insuring its lasting freshness. The one-way aeration valve releases gases the beans emit responsible for altering the freshness and therefore the flavor. The valve never has to be replaced and the complete container is machine washable. There is nothing else like our aeration system on the market today. Initial response has been great, and, as a result, we have been placed with upscale retailers and catalogues. Currently BeanSafe is sold online at Gracious Homes, Bed Bath & Beyond Inc, Amazon, Coffee Bean Direct , Coffee For Less(and soon NBTY/Puritan’s Pride & Tweed & Hickory). It is also offered in-store at Bed Bath and Beyond, Dillard’s, Gracious Homes and Zabar’s. In addition, BeanSafe is being offered by coffee roasters such as: Village Coffee Roastery , Wilkinson’s Tea & Coffee Emporium, Ocean City Coffee Co, Roast Artisan Roaster, Mugsies Coffee House. For more information visit www. beansafe.com.

Little Valve, Big Effect Wipf ’s sophisticated valve technology protects roasted coffee from exposure to oxygen, releases pressure from gases building inside the package, and maximizes shelf life and flavor profile of your coffee.

WICOVALVE is an aroma-protection/ pressure-relief valve that is rapidly gaining momentum as the standard for specialty coffee. WICOVALVE is available common coffee valve sizes including an ultrasonic option for high speed applications.

WICOVALVE is exceptionally rugged; with consistent integrity and functionality, they are guaranteed for a 3 year shelf life.

WICOVALVE is manufactured with Swiss precision; they have the lowest reject rate in the market with a low and consistent opening pressure. WICOVALVE contributes to source reduction by having 32% less weight than comparable valves.

We are pleased to announce the opening of our new distribution center which will allow quick and easy shipping of our WICOVALVE® to most locations within 1 to 4 days. For more information, please visit www.wicovalve.com.

Featured Roaster FEBRUARY CR-25

Diedrich Manufacturing, Inc. (877) 263-1276 diedrichroasters.com

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Advertisers Index Company...........................................................................................................................Phone...............................................Web.........................................................................................................Page Add a Scoop by Smoothie Essentials Supplement-Boosts...................................................................(415) 382-6535.............................................. smoothieessentials.com ...........................................................................................................29 Agtron...................................................................................................................................................................................(775) 850-4600........................................... agtron.net .........................................................................................................................................30 Avery Dennison Designed and Engineered Solutions..............................................................................(440) 878-7130............................................. averydennison.com ......................................................................................................................19 BeanSafe.............................................................................................................................................................................(212) 244-5505.............................................. beansafe.com .................................................................................................................................27 Blendtec...............................................................................................................................................................................(800) 253-6383............................................ http://commercial.blendtec.com .........................................................................................30 BriteVision..........................................................................................................................................................................(415) 374-8119................................................. britevision.com ................................................................................................................................ 21 Cablevey Conveyors.....................................................................................................................................................(641) 673-8451............................................... cablevey.com .....................................................................................................................................6 Coffee Fest.........................................................................................................................................................................(800) 232-0083........................................... coffeefest.com ...............................................................................................................................28 Coffee Shop Manager..................................................................................................................................................(800) 750-3947............................................ coffeeshopmanager.com .........................................................................................................27 CoffeeNetwork.com ....................................................................................................................................................(305) 925-4822............................................ coffeenetwork.com .....................................................................................................................29 Costellini’s...........................................................................................................................................................................(877) 889-1866.............................................. costellinis.com ................................................................................................................................29 Curtis.....................................................................................................................................................................................(800) 421-6150.............................................. wilburcurtis.com ............................................................................................................................. 21 CustomTakout..................................................................................................................................................................(877) 515-5311................................................. customtakeout.com .....................................................................................................................14 Daterra Coffee..................................................................................................................................................................(330) 941-2555.............................................. daterracoffee.com.br .................................................................................................................25 Diedrich Manufacturing, Inc.....................................................................................................................................(208) 263-1276.............................................. diedrichroasters.com ..................................................................................................................27 Eagle Web Press.............................................................................................................................................................(800) 800-7980........................................... eaglewebpress.com ....................................................................................................................28 Espresso Me Services...................................................................................................................................................(360) 213-0715............................................... espressomeservice.com ...........................................................................................................30 Follett Corporation........................................................................................................................................................(610) 252-7301............................................... follettice.com ..................................................................................................................................30 Fres-co System USA, Inc............................................................................................................................................(215) 721-4600............................................... fresco.com ...........................................................................................................................................7 Global Customized Water.........................................................................................................................................(805) 484-1589............................................. globalcustomizedwater.com ..................................................................................................30 Grounds for Health........................................................................................................................................................(802) 241-4146............................................... groundsforhealth.org..........................................................................................................23, 30 ICA USA...............................................................................................................................................................................See Web............................................................ icausa.us ...............................................................................................................................................5 Insight Beverages, Inc..................................................................................................................................................(847) 847-3109.............................................. insightbeverages.com ................................................................................................................29 International Coffee Consulting.............................................................................................................................(818) 347-1378................................................ intlcoffeeconsulting.com ..........................................................................................................14 Java Jacket........................................................................................................................................................................(800) 208-4128............................................. javajacket.com ................................................................................................................................25 Knutsen Coffees, Ltd....................................................................................................................................................(800) 231-7764............................................. knutsencoffees.com ...................................................................................................................30 LBP Manufacturing........................................................................................................................................................(800) 545-6200........................................... lbpmfg.com ......................................................................................................................................13 Loring Smart Roast.......................................................................................................................................................(707) 526-7215............................................... smartroaster.com .............................................................................................................................3 Mother Parkers Tea & Coffee...................................................................................................................................(800) 387-9398............................................ realcup.com .....................................................................................................................................23 Orleans Coffee Exchange..........................................................................................................................................(800) 344-7922............................................ orleanscoffee.com .......................................................................................................................27 Pack Plus Converting...................................................................................................................................................(909) 902-9929........................................... packplus.com ..................................................................................................................................29 Plitek......................................................................................................................................................................................(847) 827-6680............................................ plitek.com ........................................................................................................................................... 11 Pod Pack International, LTD.....................................................................................................................................(225) 752-1160................................................ podpack.com ..................................................................................................................................27 Roastar.................................................................................................................................................................................(866) 516-7247.............................................. roastar.com ....................................................................................................................................... 17 Rocket Man Equipment..............................................................................................................................................(800) 921-0199.............................................. rocketman.com ..............................................................................................................................25 Scolari Engineering S.p.A./Texpak Inc................................................................................................................(856) 988-5533............................................. scolarieng.com ...............................................................................................................................32 Service Ideas, Inc............................................................................................................................................................(800) 328-4493........................................... serviceideas.com ..........................................................................................................................30 ShopKeep POS................................................................................................................................................................(800) 820-9814............................................ shopkeep.com .................................................................................................................................15 Shore Measuring Systems.........................................................................................................................................(217) 892-2544.............................................. moisturetesters.com ...................................................................................................................29 Stalkmarket Products (Asean Corporation)...................................................................................................(503) 295-4977............................................. stalkmarketproducts.com .......................................................................................................30 State Farm..........................................................................................................................................................................(800) 782-8322............................................ statefarm.com ...................................................................................................................................9 TaiPak Flexible Packaging.........................................................................................................................................(604) 617-2746.............................................. taipakconverting.com ................................................................................................................29 The Coffee Trust.............................................................................................................................................................(505) 670-9783............................................ thecoffeetrust.org ........................................................................................................................29 The Dynamik Group......................................................................................................................................................(206) 686-2525............................................ dynamikspace.com .....................................................................................................................29 The Truvia Company LLC..........................................................................................................................................(855) 855-2362............................................. truvia.com/foodservice ...............................................................................................................2 Tierra Nueva Fine Cocoa & Chocolate Specialists.......................................................................................(786) 364-4444............................................ coffeethins.com .............................................................................................................................29 Tightpac America inc...................................................................................................................................................(888) 428-4448............................................ tightvac.com ...................................................................................................................................30 Ultra Flex / ICA USA.....................................................................................................................................................(718) 272-9100............................................... ultraflex.com .......................................................................................................................................5 uVu Lid Company..........................................................................................................................................................(561) 674-9415............................................... uvulid.com ...........................................................................................................................................2 Vessel Drinkware.............................................................................................................................................................(855) 883-7735............................................. vesseldrinkware.com ...................................................................................................................31 Weldon Flavorings.........................................................................................................................................................(502) 797-2937............................................. weldonflavorings.com ...............................................................................................................25 White Coffee Corp........................................................................................................................................................(800) 221-0140.............................................. whitecoffee.com ...........................................................................................................................30 Wipf, AG...............................................................................................................................................................................(503) 791-6862.............................................. wicovalve.com ................................................................................................................................22

Our Reputation Stands The Test of Time

Printing Quality Publications Since 1970

• Best Customer Service • High Quality Printing • Affordability • Versatility Coated/Uncoated • Friendly Staff • Latest Technology • On Time Delivery • Environmentally Conscious

Catalogs • Newsletters •Tabloids Class Schedules • Directories Newspapers • Books • Magazines Digests • Bus Schedules

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EagleWebPress.com • 800-800-7980 May 2013

Thinking of opening or remodeling

a cafe?

FEASIBILITY / BRAND / DESIGN / LAYOUT / SITE ANALYSIS / PERMITTING / And MORE...

START HERE. Call us TODAY for a free consult.

206.686.2525

dynamikspace.com

Add a Scoop

Supplement-Boosts From Antioxidants to Women’s Boost add a scoop of supplement boosts to smoothies, frappes and oatmeal.

Generate more profits and better yet more smiles from your customers.

Call today and let Add a Scoop by Smoothie Essentials help boost your profits and increase customers.

415.382.6535 | www.AddaScoop.com Kosher, Us Vegetarian, & non-gMo

Add a Scoop ™ Supplement-Boosts

Get Fast, Accurate Moisture Tests With SHORE Moisture Testers you measure moisture content to: • Choose the correct roasting profile • Avoid shrink and quality issues • Save roasting energy

Moisture test calibrations available include: • Green coffee • Ground roast • Naturally dried coffee

MEASURING SYSTEMS

Contact us now and ask about our Model 920™ and Model 930™ Moisture Tester packages.

MEASURING SYSTEMS

800-837-0863

A Division of CTB, Inc.

www.MoistureTesters.com CTB ADVERTISING Ad No. S-7009/201211 Shore Measuring Systems Coffee Talk

MEASURING SYSTEMS

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AllStar Tools Water treatment

Air Pots

FREE LINK

Sleeves

Cups & Lids

Global Customized Water 805.484.1589

Service Ideas Incorporated 800.328.4493

Want a free listing?

Visit our website to add your company free:

Java Jacket 800.208.4128

StalkMarket Products 503.295.4977

Java Jacket provides the best insulation of all sleeves on the market.

Protects customers from hot or cold to-go beverages, and provides a more grippable surface than other coffee sleeves.

StalkMarket Products, a leading provider of compostable products, offers the world’s first certified compostable Ingeo™ hot cup and lid system from Planet+ that meets the rigorous composting requirements of Biodegradable Products Institute (BPI).

www.globalcustomizedwater.com

www.serviceideas.com

www.coffeetalk.com/submit-listing

98% of your product is water so make sure this essential ingredient is the best it can be. With over 30 years experience Global Customized Water can handle all your customized water needs.

Introducing the SignaAir Airpots: available with Glass or Stainless Vacuum Insulation, NSF Certification and feature snap-on flavor indicator tabs. Available in 1.9, 2.2, 2.5, 3 and 3.7 Liter capacities.

Used by Over 50,000 Buyers Every Year Updated Online Every 24 Hours!

Search by Name, Location, or over 100 Business Categories.

Includes a Live Link to your Website!

www.javajacket.com

And, it’s FREE!

www.stalkmarketproducts.com

Blender

ESPRESSO MACHINES

Ice MACHINES

Vacuum Container

Green Coffee Importers

Blendtec 1-800-BLENDTEC

Espresso Me Service 877.215.0715 360.213.0715

Follett Corporation 800.523.9361

Tightvac 888.42.TIGHT

Knutsen Coffees, Ltd. 800.231.7764

Espresso Me Service is your one stop for sales and service. We offer service on many types of commercial espresso machines and brewing equipment in Washington and Oregon.

• The right ice for coffee • Crunchy Chewblet® ice • People love it • Great for blenders • Wide selections of ice machines and dispensers • Sanitary, hands-free dispensing

Tightvacs are the ultimate Coffee & Tea container!

Our unique patented Tightvac closure system allows the gasses from the beans to escape – without letting oxygen back into the container.

Tightvacs guarantee the smooth flavor your customers pay for.

Award winning purveyors of the finest green coffees in the world. Call us about our exclusive 100% Estate Grown Jamaican Blue Mountain grown at over 4,000 feet on a farm established over 200 years ago. Supplies EXTREMELY limited.

Erna Knutsen, President & Founder.

blendtec.com/commercial

www.follettice.com/ct

www.tightvac.com

www.knutsencoffees.com

www.espressomeservice.com

The new Blendtec Stealth™ is the quietest, most advanced commercial blender in the world. With 42 preprogrammed blend cycles, capacitive touch controls and an online Blend Wizard™ programming tool, making the perfect blend has never been easier!

Proudly Made in the USA

Roasted Coffee

Sustainability Tracking Tools

Non-Profit

Coffee Jewelry

Coffee Analysis

White Coffee Corp.

800.221.0140 718 204 7900

CoffeeCares 619.546.5400

www.tracktheimpact.com

Grounds for Health 802.241.4146

www.groundsforhealth.org

CoffeeCat Coffee Jewelry 206.795.5414

Coffee Analyzers 775.850.4600

CoffeeCares…the simple cloud-based tool for charitable giving and reporting.

Grounds for Health works with coffee-growing communities to establish sustainable cervical cancer prevention programs.

Together with our coffee cooperative partners, we break down the barriers that stand between women and preventive care.

Real Green Coffee Beans in beautiful, hand-made jewelry makes the perfect corporate gift or give-away.

Wide selection of earrings, necklaces, and more. And every sale a percentage of the item is donated to projects at origin!

THE TOP ROASTERS WORLDWIDE CHOOSE AGTRON Trust the consistency and quality of your roasted coffee.

Made in the USA, simply the most accurate and repeatable Roast Analyzers available. And remember, only an Agtron reads like an Agtron. Support and roasting instruction provided by Carl Staub.

www.whitecoffee.com

White Coffee creates customized blends and packaging for industry leaders. Wide variety of varietals and flavors available. Exclusive licensee of Kahlua, Entenmann’s & MoonPie flavored coffees, Emeril’s and White Coffee’s Organic Single Serve Coffees. Fair Trade, Organic, Kosher, NSF certified.

• Save time and money • Easily create reports • Socially brand your company • Increase employee loyalty & retention

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May 2013

www.etsy.com/shop/ COFFEECATJEWELRY

www.agtron.net

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