September 2013

September 2013 Vol. XXVI No. 9

www.CoffeeTalk.com

15 Tools

See Coffee Fest Listings page 32

for Retailer Success page 10

Got Expertise? Share It

30

Decoding Terroir

Change Service Requested

26

HNCT, LLC 25525 77th Ave SW Vashon, WA 98070

Keeping the Lid on Price Risk

PRSRT STD U.S. Postage PAID Permit No. 178 Salem, OR

16

Coffee improves lives

$4.75 Per Issue • Complimentary to Coffee Professionals

This Month:

Available in Polypropylene 100% recyclable with a reduced carbon footprint.

Spilling hot coffee on themselves will not only get your customer pretty steamed, it can also spell big trouble for you. More than 70% of consumers in a recent survey said they experienced a spill caused by an ill-fitting lid.

In fact, there are more than 10 million reported claims of coffee spills and every one is a potential liability you don’t need.

uVu Windows Four holes along rim visually confirm the snug fit at a glance.

Fewer spills, happier customers and better for the environment.

Our unique lid design innovations ensure that your customers will experience fewer spills, drips and leaks. You’ll gain the protection and advantage of offering a safer, better performing product and we’ll all benefit from using 100% recyclable polypropylene. Contact us today and find out how you can start using uVu Lids for about the same price as the lids you’re using now.

Deep Reservoir Helps prevent drips – and ruined clothes.

Custom Colors To complement your brand.

Double Inner Seal Grips both sides of the rim for a much tighter seal.

Lids

For more information call us at 855-468-8883 or visit www.uVuLids.com

8

Contents

The View

10

15 Tools for Retailer Success

16

Keeping the Lid on Price Risk

18

Direct Trade: Relationships

18

Business Plan Basics:

Determining Your Breakeven Point

21 22

16 Keeping the Lid on Price Risk

26 Got Expertise? Share It

Roya Coming to a Café Near You

Café Profile

Wood-Fire Roasted Coffee Company

24 26 28

What Exactly Do You Do Here?

Turning Your Company Around in 30 Days

Got Expertise? Share It Roaster Survey Results

Tip 7 Location, Lease, and Luck:

Proper Prior Planning will Yield the Best Deals!

30

A Roaster's Best Friend

32

Seattle Coffee Fest Exhibitor Listings

34 36

30 Decoding Terroir

Decoding Terroir

News Bites

Advertisers Index

Who We are

Phone: 206.686.7378, see extensions below

Owners

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

Editorial Intern

Jessica Tanski jessica@coffeetalk.com

International Development

Rocky Rhodes, 818.347.1378 rocky@coffeetalk.com

Design

Print Design Marcus Fellbaum, ext 5 marcus@coffeetalk.com

Web Design Justin Goodman, ext 6 justin@coffeetalk.com

Administrative

Administrative Director John Newman, ext 4 john@coffeetalk.com

Social Media

Odyssea Rowe, ext 9 odyssea@coffeetalk.com

Feature

Top 15 Retailer Tools 4

Mailing Info

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

Disclaimer

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.

Postmaster: Send address changes to HNCT, LLC, 25525 77th Ave SW, Vashon, WA 98070 Subscription: The cost of a subscription in the U.S. is $47.50 per year; in Canada, the cost is $72.00. Free to qualified industry professionals. Non-qualified requests may be rejected.

Publisher reserves the right to limit the number of free subscriptions. For subscription inquiries, please call 206.686.7378 x1 or subscribe online at www.CoffeeTalk.com.

Copyright © 2013, HNCT, LLC, All Rights Reserved

September 2013

Professional Memberships

Cargill Risk Management creates customized pricing solutions to meet your business needs Serving customers in 60 countries across 55 commodity markets

North America: +1 877-256-8873 Latin America: +1 952-984-3617 Europe, Middle East, Africa: +41 227032816 Asia, Australia: +65 62951112 www.commoditypricerisk.com Š 2013, Cargill, Incorporated

Follett puts the right ice in your coffee ®

Chewblet® ice – crunchy ice that makes your coffee fun Sanitary dispense – hands-free dispense minimizes contamination Available in countertop, freestanding, and undercounter configurations.

Find out more at iceforcoffee.com Follett and Chewblet are registered trademarks of Follett Corporation, registered in the US.

Kerri Goodman-Small & Miles Small

The View Roaster’s Guild Retreat Recap Another Roaster’s Guild Retreat has past and the SCAA is celebrating a record attendance for this year’s event. Filled with educational and certification class work, round tables, and of course, roasting. This year’s roaster event was well organized and managed. I am sure that it was a really profitable endeavor for the Roaster’s Guild and therefore the SCAA. Something seemed missing however – the feeling of camaraderie and fun. Now admittedly, that is not meant to be the top reason for attending but it certainly is a big one. The official parties seemed subdued and, broke into small clutches of old friends pretty quickly. With over 50% of the attendees being first timers, this meant that a substantial number of folks were left with nothing to do after 10PM. Maybe this is why so many first timers don’t return. Classes and certifications are great but the fellowship and networking that the Roaster’s Retreat is know for is also of extreme importance. For the most part, roasters are pretty shy (roasting is not a job for folks who need a lot of company) and the Retreat gives an opportunity to “let down” with like kinds. This year the Retreat did not reach out far enough to these new participants.

I think that one reason for this may have been how the Saturday bonfire was organized. The winners were announced very early in the evening. After the announcement the party pretty much broke up and scattered. The last time it was

at Stonewall, the winners were announced late in the evening after everyone was pretty toasted but everyone stayed and interacted with each other because they wanted to know if their team won. It made for better networking – something to think about for next year.

One thing I took away from the Retreat itself is a rising level of worry that consumers are just not that into the nuance of specialty coffees; after all these years of promotion and education, that 83% of consumers that drink coffee daily remained plateaued at commercial, office, and chain coffees.

They are not positively responding to the message of incrementally improving quality. As quality, (and the increased costs associated with it) rise, consumers are not rewarding small roasters for the efforts. There is a sense that most of the coffee consumers are just along for the ride and will pretty much drink “good” quality coffee (as long as it scores in the 70’s and 80’s).

Now this is not to say that small boutique roasters cannot make a market for their superior coffees.

However, with a plateaued market and more and more new roasters coming on line, the result is intense competition. So what is the solution? One thing is for sure: it is NOT a price war! In this, everyone loses, the roasters battling it out with each other resulting in less money to be able to purchase quality green, or even stay in business.

And the consumer, who is being taught to expect more for less, will also eventually be the loser when their source of great quality coffee can no

longer afford to buy it, roast it and sell it. The solution is better business! Roasters, it is time to brush up on those business skills, marketing practices, cost containment, and customer service, to win the race, stay in business and even grow and thrive. Not sure where to find more skills? Find yourself a mentor. Read books. Join a professional group. Seek out classes. Challenge yourself to grow!

And on that note, a huge congratulations to Michael Kell of GoodBean Coffee for organizing an amazing event at the Oregon State Fair this year and to Rogue Coffee Roasters on winning the Overall 2013 Best Coffee In Oregon Competition!

Be sure to check out bestcoffeeinoregon.com for details on all of the winners!

Calendar September 4-6

10th China International Vending & OCS Show

September 28-29

Coffee & Chocolate Expo

September 5-7

Nordic Barista Cup

October 1-4

Moscow Coffee & Tea Expo

September 9-12

Espaco Café Brasil International Coffee Fair

October 2-4

NCA Coffee Summit

September 12-14

United Coffee & Tea Industry Show

October 2-5

Café & Bakery Fair

September 19-21

Pacific Coast Coffee Association Convention

October 4-6

Coffee Fest

September 19-21

Eu'Vend And Coffeena 2013

October 4-6

Latte Art Championship

September 21

Berkley Coffee & Tea Festival

October 4-6

America's Best Coffee House Competition

September 22-24

Florida Restaurant & Lodging Show

October 4-6

America's Best Espresso Competition

September 24-26

North American Tea Conference

October 5-6

Northwest Tea Festival

8 September 2013

good state

better state

Have your cake and eat it too. A State Farm速 agent can tailor your business insurance to help protect your unique needs. Eat up the right coverage with a local business owner who understands. Visit st8.fm/bizinsurance or contact a State Farm agent today.

Get to a better State 速. Get State Farm.

State Farm Fire and Casualty Company, State Farm General Insurance Company, Bloomington, IL State Farm Florida Insurance Company, Winter Haven, FL State Farm Lloyds, Dallas, TX

15 Tools for Retailer Success

by Jessica Tanski

R

etailers are the engine source in the coffee industry locomotion train.

They supply the latest and greatest products and keep customers in the loop of current happenings and competent services. Here are 15 Retailer Tools we love here at CoffeeTalk.

4: Lotus Bakeries: Biscoff Cookies

1: BriteVision Media: Custom, Stock, and Generic 4-Color Printed Cup Sleeves.

They don’t call it “Europe’s favorite cookie with coffee” for nothing! By adding these cookies to your retailer shelves, you are giving your customers an experience. Since 1932, Biscoff cookies have been Europe’s coffee break favorite. They complement cookies wonderfully. Your customers can enjoy a European experience in your shop.

Custom printed cup sleeves provide the coffee house with full color branding and promotional opportunities. Made from eco-friendly materials, BriteVision sleeves fit your budget as well as help grow your business. Their stock and generic sleeves are ideal for the small or start up café. Prices are based on quantity and eco-friendly paper. Everything else is free. That includes creative support, full color printing, and even shipping. Fast turn around time means that you can get your sleeves in under a month.

BriteVision offers a CoffeeTalk special every month. So, check them out!

These cookies are made with all-natural ingrediens, no artificial color, or artificial preservatives. There is 0 grams of trans fat per serving and 0 cholesterol. They are made with non-GMO ingredients, no nuts, and no animal by-products. The unique taste stems from the sugar’s caramelization during the baking process. A hint of cinnamon and other spices add that special something to Biscoff Cookies. For more information about their cookies and wholesale visit: foodservice@biscoff.com 5: Perka: Turning Occasional Customers into Loyal Fans

Contact Person: Don Scherer: don@britevision.com 2: Follett®: Chewblet® Ice

This ice is uniformly shaped pieces of chewable compressed nugget ice. It is higher in quality than other nugget ice and more reliably dispensed. While surveys show that 70 percent of consumers prefer Chewblet Ice, it is an important tool to have within your café. Iced coffee and blended beverages are becoming increasingly popular and you cannot have a perfect cup of iced coffee without the perfect ice.

This ice keeps the flavor profile of your coffee and will not taint with unfiltered water like other ice dispensers. This ice will keep your customers happy knowing that their ice coffee will be consistent every time, as will the ice nuggets swimming inside the cup!

Contact Person: Mike Rice: mrice@follettice.com 3: Aerobie®:AeroPress® Coffee & Espresso Maker

Perka puts your business right in your customers' pockets. Reward your regular customers, create incentives to bring back new ones, and increase traffic during slow periods. Perka allows you to get personal with your customers and improve customer service to insure that your customers are continually happy. With special offers, your customers will want to come to your shop to redeem them.

Perka allows you to stay connected to customers, anywhere they are by an app on their phones. It is designed to work for anyone, but tailored to fit you. You can keep up and stay on top of things with the dashboard that gives you the big picture of the statistics. You can sign up on line for just $35 a month. Visit their webpage and check them out!

Contact Person: Rob Bethge: rb@getperka.com 6: JavaJacket®: Custom Prints

This maker is the smoothest, richest, purest, and fastest. It is the smoothest using the ideal water temperature and gentle air pressure brewing yields rich flavor with lower acidity and without bitterness.

The micro filter allows for grit free coffee- unlike other press-type coffee makers.

While other coffee makers drip hot water on the bed of grounds, over extracting at the center and under extracting at the edge, this one by Aerobie® uniformly extracts every time. In one minute, literally, you can enjoy a beautiful cup of brewed coffee.

Contact Person: Constance Adler: constance@aerobie.com

While JavaJacket® has been supplying retailers across the country with those paper sleeves to protect your hand from hot coffee, their custom print component is really the tool that every retailer needs.

It is the perfect way to show off your logo and get brand recognition when the drinks are on the go. They offer up to 4

10

cont. on page 12 September 2013

from crop to cup.

from field to table.

Coffee beans come from plants. So should your sweetener.

Serve America’s best-selling natural zero-calorie sweetener* Available in 8 SKUs to fit your needs. Discover more at truvia.com/foodservice, contact your Cargill Truvia® foodservice representative, or call 1.855.855.2362 for more information.

*Source: AC Nielsen All Outlets, 52 weeks ending 24 Nov 2012

©2013 Cargill, Incorporated.

All Rights Reserved. Truvia® and honestly sweet® are registered trademarks of the Truvia Company LLC.

Retailer Tools colors on their white or natural kraft paper, and up to 6 colors on their glossy claycoat paper.

10. Weldon Flavorings: Weldon Coffee Flavorings

Contact Person: Jay Sorenson: info@javajacket.com 7: Tightpac America Inc.: "Coffee" Labeled CoffeeVac Storage Container Weldon Coffee Flavorings are pure liquid flavorings completely free of sugar, artificial sweeteners, creamers, powders, and syrups.

Because they are not pre-sweetened, coffee lovers can enjoy flavored coffee unsweetened or sweetened to taste. They are the perfect and sensible way to serve flavored coffee. Just add 1 pump for each 4oz of coffee.

This "coffee" labeled CoffeeVac keeps your delicious coffee fresh up to three times longer. The easy push button system allows the carbon dioxide gas to escape from your beans and does not let oxygen in! Designed with a wide mouth, CoffeeVac has a patented vacuum seal technology that works every time you open and close the container. Not to mention, these containers are BPA free.

Customers finally have a choice. They no longer have to be satisfied with syrup flavored coffee or the flavor of the day. Weldon Flavorings provides quality unsweetened flavored coffee for customers who don’t want a lot of added calories or sweetness in their coffee. Customers can have their flavored coffee the way they like it, some days sweeter than others.

Designed for 1 pound of beans or grounds, the CoffeeVac will easily fit into most cupboards, looks great on the counter, and is designed to last bean loads. Whether you are storing ground coffee or whole beans, you can taste the freshness. See your beautiful beans by purchasing the clear body style.

This coffee storage container is truly one-of-a-kind.

11: Maven Distribution Llc: Frizz Coffee

Contact Person: Brenda Weldon: bweldon@WeldonFlavorings.com

Contact Person: Justin Marquis: tightpac@gmail.com 8: uVu Technologies: uVu Lids

uVu Lids provide an upgraded coffee experience for your customers and baristas alike. The unique design technologies ensure fewer spills and a better customer experience. The double inner seal and eyelet slots on the rim ensure the lid is on securely. Coffeehouses can also customize the look of their own lids with new colors like red and black. CoffeeTalk readers, contact us for a free sample in red or black.

Everyone benefits from the safety features that help prevent spills like the uVu windows. These windows are four holes along the rim that visually confirm he snug fit of the lid to the cup at a glance. Double Inner Seal grips both sides of the rim for a much tighter seal. Not to mention the lid’s Deep Reservoir helps save your favorite shirt from drip stains. Go to www.uvulids.com for more information.

Maven Distribution is an importer and distributor of niche products. Located in Oregon, Maven Distribution strives to seek out unique products from around the world. Their newest discovery Frizz Coffee.

Frizz Coffee is a sweet, bubbly, espresso soda produced in southern Italy. This small-batch soda has a simple ingredient list, yet a complex and rich flavor.

Frizz Coffee is best enjoyed cold, and is delicious straight from the bottle. It can also be enjoyed poured over ice with half & half or cream.

Check them out online for more Frizz Coffee products and Maven Distribution Llc itself.

12: Gamila Products: Impress Coffee Brewer

Contact Person: Stefan Ebert: stefan@uvutech.com 9: oneVessel: Tritan®Mason Jars A single-cup coffee brewer to enjoy delicious, handcrafted coffee.

The first item introduced in our fall collection is our single wall Tritan® Mason Jar with colored lid. The initial sales on this item have been through the roof! It’s a great cold size and a very popular shape- everyone loves a cool mason jar! Companies can choose the color lid that complements their own color scheme. It is a trendy way for retailers to have their consumers devour their favorite coffee beverage.

Contact Person: Erez Toker: sales@vesseldrinkware.com

No waste or hassle of paper filters, electric mechanisms, or fussy plungers— just great coffee you can take with you.

This is the perfect product for college students, camping or hiking, mom (or dad) on the go, and even just a single afternoon cup.

The aspect that really sets this brewer apart from others is its carry-ability, no troublesome components. You can press, brew, and drink from the entire device.

Not to mention the fine coffee grinds easily wash out and can be poured down the drain of any bathroom, work facility, or kitchen. cont. on page 14

12 September 2013

Retailer Tools 13: American Barista & Coffee School: Business & Barista Training, Consulting, and Educational Materials.

flavors stand alone, your signature drink that your patrons desire exudes quality, and consistency. Using your own superb choice of premium bean along with the power, your coffee will not taste like all the others down the street. It will put a spark in your coffee.

At the time of ordering, mention CoffeeTalk and receive 5 percent off of your first three cases.

Contact Person: Gina Costello: info@costellini.com

The American Barista & Coffee School, [ABC's] is the premier professional facility in the world for coffee business entrepreneurs who want to start up and operate a specialty coffee business. At ABC's, we work hard to ensure that our entrepreneurial clients walk away with a comprehensive understanding of the retail coffee industry and the confidence to open their own successful coffee operations.

With more than 25 years of experience behind us and uncountable cups of coffee before us, American Barista & Coffee School knows coffee—and the coffee industry. More importantly, we know how to share our knowledge, experience and solutions to best help you create, build, and grow your specialty coffee business.

By calling 800-655-3955 you can receive $100 off any of their 5 Day Classes by mentioning CoffeeTalk $100 off.

Contact Person: Matt Milletto: matt@coffeebusiness.com 14: Costellini's: White Chocolate Powder

15: Wilbur Curtis Company: Curtis Gold Cup™ Single Cup Brewer

The Curtis Gold Cup™, an American-style, drip filtered coffee brewer that produces a perfect "Golden Cup" of coffee, every time. State-ofthe-art components and G4 technology set this remarkable brewer apart from every other single cup machine.

The Curtis Gold Cup™ offers precise control over crucial variables that result in brewing a true SCAA standard Golden Cup of coffee. Instinctive touch screen and icon-driven interface provides users with enhanced programming options and seamless operation.

For more information go to: www.wilburcurtis.com/goldcupbrewer Contact Person: Brant Curtis: bcurtis@wilburcurtis.com

Costellini’s, not only does it have a smooth creamy mouthfeel, but the barista’s love it because the powder dissolves instantly. It allows your choice of premium bean to come through. When others are masked with coffee or

14 September 2013

ADDES13_Flexis_halfpage_Coffee_Talk_8.875x6.1325_082713.pdf

1

8/27/13

8:49 AM

- 30% - 50% cost advantage over button valves - Up to 30% increase in packaging machinery throughput - 90% less plastic versus button valves

C

M

Y

CM

MY

CY

CMY

K

Multi-layer degassing valve technology

Flexis@cclind.com

mtwfsusa.com

Overachieving undercounter Presenting NEO,™ the everywhere you need ice machine.

By providing increased levels in performance, intelligence and convenience, Manitowoc’s new ice machine offers an all-in-one solution to your undercounter ice cube needs.

Thirsty for more? Talk with Manitowoc® Ice. ©2013 Manitowoc Ice All Rights Reserved

1-920-682-0161 | ManitowocIce.com/NEO

15 Overachieve_8.875x6.3125.indd 1

1/28/13 3:55 PM

Keeping the Lid on Price Risk

by Cargill Risk Management

F

rom growers, to importers, to roasters, to retailers, everyone in the coffee supply chain must contend with a single and extremely impactful common denominator: the price of coffee. Indeed, all producers, manufacturers, and consumers of commodities face this challenge: how to manage the price volatility of a commodity to meet business objectives.

Whether you’re the proud owner of a new mom and pop coffee shop or have been tasked with creating next year’s procurement budget for a big brand manufacturer, trying to create an annual business plan and navigate the execution of that plan around a volatile and unpredictable factor, such as price, can be scary.

Today’s marketplace is increasingly global and complex. As a result, understanding what is driving price demands, along with additional factors such as weather, currency rates, import/export controls, government regulations, and energy costs can be tricky. But, even in this world, where coffee futures have spiked more than $1.50 per pound in one year and plummeted $1.50 per pound the next, you don’t have to lay awake at night worrying—IF you have a sound price risk management plan.

In Cargill Risk Management, we define price risk management as the process of using a structured approach to manage uncertainty through understanding the resources available and implementing strategies to achieve the desired results. Modern price risk management strategies typically incorporate a balanced, diversified portfolio that combines physical pricing/contracts, futures and options, and custom-tailored financial instruments that can help protect or capture market volatility.

Realistic and meaningful price risk management goals include: • Protecting your profit margins; • Securing your budget; • Minimizing the overall impact of price swings; • Eliminating surprises; and/or • Capturing additional revenues if and when the market moves in your favor.

Make Price Risk Management Work for You Many market participants are buying and/or selling futures, options, and other financial instruments to mitigate or capture market volatility and achieve their pricing objectives. However, some business owners view price risk management strategies as “confusing,” “too complicated,” or even “too risky.” And, as a result of these concerns, they don’t do anything. But, doing nothing might be the most risky strategy of all.

In real terms, a $1.50-per-pound move can have a significant impact on the value of your coffee. Do you produce or consume ten million pounds of coffee? This price move would create a value change of $15 million dollars.

Do you produce or consume one hundred million pounds of coffee? Now you’re talking about $150 million dollars of value created or lost! Can your business handle this type of value swing?

Fortunately, there are a number of experienced, trustworthy providers of price risk management services that can meet the needs of coffee business owners, big or small. These companies provide a spectrum of offerings including complete price risk management services to individual, customtailored products to help you achieve your business objectives, and price risk management goals.

Start at the Finish Line There is an old saying that goes something like this: “I’ve never met anyone who was able to always buy at the market low and always sell at the high—but I’ve met a lot of people who’ve gone broke trying.”

Prudent price risk management is about clearly defining where you want to go with your business—and then determining a price risk management solution that will help you meet those objectives.

We believe a sound price risk management policy should be grounded in what we call the DDC concept: Diversified, Disciplined, and Controlled.

Diversified. Because no single price risk management tool can counteract all possible market behaviors and achieve the desired results.

Disciplined. Once a strategy and course of action is determined, it should be executed according to the plan, regardless of market action.

Controlled. Reviewing and auditing strategies and results help ensure longterm success.

By itself, working with an experienced price risk management provider, and developing the right plan may not help you beat the market every time—and it won’t guarantee never missing market opportunities. But, it can help you obtain your business goals and desired profitability more consistently and predictably. And, it just might enable you to sleep a little better at night too.

16 September 2013

BPA-FREE & REUSABLE

PROGRAMS AVAILABLE Logo, Pre-decorated, & Co-branding.

INTRODUCING OUR NEW ITEMS!

We’re excited to introduce our new line of drinkware items, available just in time for the holiday season! Please call for more information.

VESSELDRINKWARE.COM | INFO@VESSELDRINKWARE.COM | 855.883.7735

17

Direct Trade: Relationships

by David Eldridge

W

hy get into the coffee business? Relationships. Seeking out likeminded people all over the coffee growing world and returning home with their hard work to share is what separates coffee as a business from coffee as a lifestyle. My colleague Brandon Bir and I were fortunate to find ourselves in Guatemala earlier this year amongst the finest of coffee and people.

We drop out of the sky and into the land of eternal spring. The weather in Guatemala, as advertised, is going to make our search that more enjoyable.

Brandon and I are here in search of that moment – hard to define but easy to spot once it happens – when we discover a coffee we just have to have. After cupping coffee together daily, Brandon and I know what we’re looking for.

At the airport gate, we’re met by a friend who has set aside a few days to guide us. He is no stranger to this journey; in fact, he has dedicated his life to it.

Once the youngest Q-grader in the world, Jorge Ovalle now spends most of his time looking for great coffee. We have arrived with the same purpose.

We quickly escape the airport and embark on our quest. We are headed to Antigua, a growing region of great tradition and renown. Some of the world’s most eloquent cups of coffee are born in Antigua every year, but this year’s harvest has come under attack. The region, like much of Central America, has fallen prey to Roya, or coffee rust, caused by the fungus hemileia vastatrix.

Even at drive-by speeds the effect is obvious. The once-lush green foliage usually adorning the hillsides has been replaced by spindly twigs, mere skeletons of their former grandeur. Some hold on to their dignity despite the plague and bravely manage clusters of bright crimson berries. The extent of the damage varies from one farm to another, as each utilizes its own practices.

Of course, the most vulnerable farmer is the organic farmer, who cannot use chemical fungicides to combat the plague.

Jorge takes us to Maria del Pintado, the only Antigua coffee farm that is certified organic. Standing in the shadows of a majestic 400-year-old hacienda, which once housed Mother Teresa for a visit, we are witness to a near-apocalyptic scene of denuded coffee trees. While Mad Max may have looked around, dusted himself off and moved on, the owner and managers here have shown more backbone. Within a few weeks, they must decide whether or not they are going to pull up all the plants and start over. If they do, there will be no yields for years to come. The other option is the use of non-organic fertilizers. After meeting Belarmino, the manager, I don’t believe that this was ever a consideration. While touring the grounds we learn of his fierce dedication to this land and the coffee on it. Every aspect of processing El Pintado coffee takes place on the farm and under Belamino’s oversight.

“This was to be the year,” Belarmino told us, “But for the rust.” The yield for this year’s harvest can’t be ignored. Only 60 bags.

When the meeting of minds takes place and the fate of El Pintado is determined, a key figure in the decision will be Jorge’s father, Jorge De Leon,

Sr. He started in coffee in 1981 at age 17. He got a job cleaning the cupping labs and organizing the results. He would blind cup the samples himself and compare his notes with cuppers’ records while no one was watching.

Jorge cleaned for years before he was offered the additional duties of roasting the samples. After work, he would go to the library and learn what he could about growing and processing coffee. He has since worked as a cupper for farms and labs throughout Guatemala, advising on all aspects of quality control: farming, milling, and cupping. In 2011 he won Guatemala’s national cupping competition and represented Guatemala in Amsterdam at the world cupping competition where he was a finalist. His work ethic remains unchanged 30 years later.

Next to his house is his roasting and cupping lab. After visiting farms all day with Jorge Jr. we join Jorge Sr. at his house each night. We start cupping again between 8 and 9 p.m. Sometime after midnight Brandon and I have to call it a night. Our nerves are on overdrive from a steady diet of caffeine and we have new farms to see and new coffees to try first thing in the morning. You just can’t out-cup the De Leons.

It was in the De Leons’ private coffee lab where we had that moment for the first time in Guatemala. Brandon and I both know this is what we are looking for. It was a blend that Jorge Jr. had put together using beans from local small-lot farms. We dubbed this blend “Jorge’s Pick.” Jorge had already taken us to visit many of the farms where the coffee was grown. Unfortunately, none of them would be able to help export the unusual blend, and the De Leons don’t have an export license. Still, we had to have this coffee.

The next day we cupped some good coffees and a few that stood out when that moment hit us again. It was the quintessential Antigua, balanced and soft, rich with chocolate notes but still no real spikes. It is exactly what I want in an Antigua, and we have to have some of this too. As it turns out, this coffee is the product of El Pintado. But with such a small yield this year and regular customers in Korea, would there be any left for us? Obtaining the coffee would involve calling the owner, who was out of the country at the time. She made herself available for us and agreed to set aside some bags of coffee. We also were fortunate to make arrangements for exporting the two types of coffee. We have recently learned that the coffee trees of El Pintado will be spared. I hope we are able to join them next harvest, see their progress and shake hands again.

Coffee is a business of relationships. The trick, when it comes down to it, is do you trust who you’re doing business with? We traveled to Guatemala to find great coffee but more importantly, strengthen the relationships with the people behind the coffee.

Business Plan Basics: How to Wow! Your Banker

by Greg Ubert – Crimson Cup Coffee

M

18

ost coffee shop entrepreneurs begin with a dream. Perhaps they’re passionate about coffee and want to serve the finest coffee and espresso drinks. Or they envision creating a comfortable, inviting environment where friends and neighbors can gather to share the news of the day. Many seek an independent lifestyle as owners of their own business.

is losing money. After breakeven, every dollar brought in is profit. (Keep in mind, though, that income taxes will claim about 35 percent of profits.)

The dreams are as individual as the business owner, but they have one thing in common: none can be realized unless the business turns a profit. Without careful attention to the bottom line, the best coffee beans prepared by the most highly trained baristas will be wasted in a shattered dream.

It doesn’t have to be that way. By crafting a solid business plan and employing some simple management tools, you can ensure that your business generates the profit needed to support your dream.

Projecting Sales Established businesses project future sales based on their sales history. For a new business, a good rule of thumb is to count on around 1.5 percent of passing cars stopping to purchase your product. This assumes that you’ve done your homework, chosen a good location that is easily accessible to morning drive and/or pedestrian traffic, done your grass-roots marketing, have a drive-thru, and prominently and properly displayed business. Further, garnering 1.5 percent may take a little time to get established.

Building to Profitability How do you know when your business is profitable? By calculating the breakeven point! Breakeven is the point at which your business covers all its expenses and starts generating a profit. Below breakeven, your business

So, if 6,000 cars pass your coffeehouse between the hours of 7 and 10 a.m., plan to have 90 customers stop in (6,000 x 0.015). You can also expect to see about 5 percent of people working at businesses within a short walk of your shop, plus 5 percent of pedestrian traffic passing by.

Calculating breakeven is fairly simple. Begin by developing sales projections and identifying fixed and variable costs.

cont. on page 20

September 2013

RETHINK

#BATCHBREW Curtis Gold Cup® with Chemex® COFFEE FEST #527

“We thought about the need for an American-style single cup drip brewer, precise enough to craft Golden Cup quality with any brew method.

Our vision, the Curtis Gold Cup.” Brant Curtis, 4th Generation

wilburcurtis.com/

LOS ANGELES CA | WILBURCURTIS.COM | @WILBURCURTISCO

microsite/goldcupbrewer/

17819 hp4c Faces Brant Batch v5 CoffeeTalk.indd 1

8/14/13 2:27 PM

19

Business Plan Once you calculate the potential number of customers visiting your establishment, we suggest using $4.00 as an average price of what patrons will spend each time they visit. This is fairly conservative and will vary by market.

For the purposes of this article, let’s assume you’ve calculated that 200 patrons will visit your shop each day, spending an average of $4.00. That means daily sales will be $800, and sales during a 28-day month will be $22,400 or 5,600 transactions per month.

Counting Fixed Costs Fixed costs are expenses that do not vary with sales volume. Often called overhead expenses, they must be paid even if you make no sales at all. Some typical fixed expenses include: • • • • • •

Rent (no more than 15 percent of sales and should drive toward 7 percent) Payroll costs, including wages, benefits, payroll taxes, worker’s compensation, and costs of payroll processing (keep these below 35 percent of sales) Principal and interest costs (if you borrowed money to cover start-up or operating expenses) Business insurance Utilities Advertising

For the purposes of this article, let’s assume your fixed costs are $12,000 per month.

Adding up Variable Costs Variable costs fluctuate with sales. For most coffee shops, these will include equipment maintenance as well as your cost of goods sold (COGS): • •

Coffee beans, milks, syrups, and other drink ingredients Paper cups, napkins, and other consumable serving items

Breaking Even Calculating the breakeven point involves simple math: Breakeven transactions = (Fixed Costs + Variable Costs)/Dollars per transaction Using the numbers we developed above, the monthly breakeven point would be: Breakeven transactions = ($12,000 + $ 8,960)/ $4 Breakeven transactions = 5,240 per month So the breakeven point for this business is 5,240 transactions or about 187 customers / day. Since we projected that 5,600 customers (200 per day) would spend an average of $4 each month, the gross profit for this business each month would be $1,440 ($22,400-$20,960) or $17,280 per year.

Once you know your breakeven point, you can see how changes in business activity affect profitability. When changes occur, you can take steps to maintain a healthy bottom line. If, for example, the cost of coffee goes up, you might decide to raise your prices accordingly. However, raising prices might mean losing customers, especially if your competitors are holding the line. So you might, instead, decide to increase promotional efforts to bring in more customers. Running the numbers will help you decide on the wisest course of action.

Of course, breakeven analysis is just a small part of putting together a winning business plan. Next month, we’ll look at how you can put a plan together in a single working day.

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.

For the purposes of this article, let’s assume that variable costs average 40 percent of sales, or $320 per day, or $ 8,960 per 28-day month.

BB-0729 MoveCoffeeTeaGently_CoffeeTalk_0613_052213_21x7in_BB-0729 5/22/13 5:16 PM Page 1

W E

N

System can be fed from virtually any new or existing storage vessel or process equipment (Drum Dumper and Bulk Bag Discharger shown), and discharge at a single point, or selectively at multiple points.

20

Move coffee and tea gently, efficiently, dust-free Gently slide coffee and tea through smooth stainless tubing horizontally, vertically or at any angle, to single or multiple discharge points

FLEXI-DISC™ Tubular Cable Conveyors deliver unsurpassed efficiency, extreme durability and ultra-gentle product handling. Low friction, tighttolerance, high strength polymer discs glide within smooth stainless steel tubing, evacuating virtually all material and allowing easy cleaning.

Ideally suited to gently convey green, roasted and ground coffees, and all forms of tea and tea blends, FLEXI-DISC Tubular Cable Conveyors are fully enclosed, preventing dust and product contamination.

September 2013

Roya Coming to a Café Near You

by Pam Kahl

O

ver the last six months, news of the Latin American Roya crisis has slowly made its way through the coffee supply chain. The closer you are to origin, the more familiar the story: Governments declaring states of emergency; crop damage of up to 30-70% with particularly heavy losses in Guatemala, Honduras and El Salvador; Casualty of more than 500,000 coffee related jobs leading to concerns regarding social unrest. The latter was demonstrated just last week when independent coffee farmers in Peru organized a strike demanding forgiveness of debts and governmentfunded renovation to address the impact of Roya. Although short-lived (the strike lasted two days) the resulting road blockage had a significant impact on travel and movement of goods, including coffee headed to market.

But the story is not just about the impact at origin. This year’s Roya crisis will have a lasting impact on everyone involved in the coffee supply chain. As we saw in Peru, governments are under pressure to support relief efforts via financing for renovation, debt reduction, or strengthening social safety nets.

NGOs are seeking ways to scale food security and income diversity programs.

Banks and other financiers are looking at new risk management strategies.

For roasters and retailers, quality is as much an issue as supply - both of which have significant influence on product development, packaging, and pricing.

In early April, Sustainable Harvest launched the Roya Recovery Project with the goal of getting the most credible and useful information in the hands of Roya-affected farmers and co-op leaders to enable them to make educated decisions on how to best mitigate the longterm impact of the disease.

The information is intended to be applicable to all producers, but places a particular emphasis on solutions for organic farmers who cannot adopt conventional, chemical-based treatment solutions.

The first deliverable under the Roya Recovery Project was the Roya Recovery Toolkit - a manual and DVD that aggregates insight and recommendations from the most credible sources in the Central American coffee industry. Our goal is to work with industry partners to get the content in the hands of as many farmers as possible. Already, we’ve received tremendous support from Birdrock, Cafe Moto, Cafe Mystique, Dillanos, and Green Mountain who either helped fund the development of the toolkit or who have purchased copies for distribution.

But working with farmers only helps address half the problem. As the Relationship Coffee Model demonstrates, the power is in connecting farmers with those on the other end of the supply chain to establish transparency and common understanding.

This what we are seeking to accomplish at Let’s Talk Roya- an open event for everyone across the global coffee supply chain with an interest in addressing the short- and long- term implications of Roya. Held November 3-6 at the Royal Decameron in El Salvador, the event will leverage the Let’s Talk Coffee® model of bringing coffee supply chain stakeholders together for direct conversations and collaborative problem-solving.

Of particular interest to roasters and retailers will be a unique opportunity to join others to detect and discuss Roya’s impact on taste and quality through a series of cupping sessions. We see this expectation-setting as critical in the conversations between suppliers, certifiers and roasters relative to market opportunity over the next two to three years. The event will also feature farm trips where participants can witness the impacts of climate change on coffee farms firsthand.

Here at Sustainable Harvest, we believe Let’s Talk Roya will bridge the information gap between producers and roasters and create the foundation for collaborative problem solving around the Roya challenge. With this mutual understanding, collaboration can flourish, ideas can spark, and a unified recovery canbe a reality. With Let’s Talk Roya, the ongoing Roya Recovery Project, Sustainable Harvest, and our partners aim to overcome the challenges of Roya and climate change in the long-term, strengthening the resiliency of the supply chain that Relationship Coffee is founded on. From there, we can continue to innovate, transforming the standard for responsible, quality sourcing.

Join us at Let’s Talk Roya. November 3-6, 3013 in El Salvador. More information about the event, including registration can be found at www.letstalkroya.com.

with FLEXI-DISC™ Tubular Cable Conveyors

Rugged cable/disc assemblies in 4 and 6 in. (100 and 150 mm) diameters offered in sanitary and industrial designs.

• Gentle, dust-free, energy-efficient conveying of fragile coffee and tea with no separation of blends • Single or multiple inlets and outlets allow a wide range of layout configurations • Comprehensive range of components • 4 and 6 in. (100 and 150 mm) diameter Discs on Galvanized or 304/316 Stainless Cable • Sanitary Systems including Nylon-coated or Uncoated Stainless Cable, and CIP accessories

System shown with (right to left): Automatic Cable Tensioner; Bag Dump Station; Clear Inspection Tubing; and Drive System with motor, gear reducer, drive wheel and discharge housing.

USA sales@flexicon.com 1 888 FLEXICON

CHILE UK AUSTRALIA SOUTH AFRICA

+56 +44 +61 +27

2 2415 1286 (0)1227 374710 (0)7 3879 4180 (0)41 453 1871

©2013 Flexicon Corporation. Flexicon Corporation has registrations and pending applications for the trademark FLEXICON throughout the world.

BB-0729

Offered as stand-alone conveyors, or as engineered, fully automated systems integrated with new or existing process equipment

21

Retailer / Roaster Profile: Wood-Fire Roasted Coffee

by Maxim Vershinin Wood-Fire Roasted Coffee Company 30 Ohm Place #2 Reno NV 89502 (775) 856-2033 Tim Curry www.woodfireroasted.com.com info@woodfireroasted.com

H

ola folks! This is something that may have never been thought about before – roasting coffee with wood! However, there are a handful of roasters in the United States who do just that with incredible results.

One of them is Tim Curry, the owner of Wood-Fire Roasted Coffee Company.

We have talked to him to find out what is up with all that wood in his back yard: V. Hi Tim! How did you get into the coffee industry?

C. Well, twelve years ago, I found myself underemployed. I was a manager in a restaurant and one day I was cut back. So I started thinking about what the future held, and I began researching the possibility of opening an espresso bar. In that research, I had to learn about what happened to the coffee prior to it arriving in the shop. I started reading about roasting, and found myself intrigued with it. When I finally was able to start my business, due to limited funding I had to choose only one direction – espresso bar or roasting. I opted to go with roasting. That is pretty much how it all got started.

V. Now I guess the most important question of all: Why wood?

C. I wanted to roast with wood just because it is so uncommon in the United States. I also thought it was a very good match for the community where I live in. Even though it is a larger metropolitan area now, Reno is a very traditional community with a Western atmosphere. So I had this vision that a wood roasted coffee would be a great match for this environment. After I decided that roasting was the way to go for me, I started shopping for a commercial roaster that would roast with wood. Believe me, that is hard work. It took me almost a year and a half to find the proper roaster. In the beginning I was roasting with a two-pound charcoal roaster. Doing that, I started to get some people more interested in my coffee, got some small restaurant accounts, and got my product out there in the market. Then I finally located my current roaster - a 15 kilo, Italian made roaster designed to roast with wood or natural gas. I had that roaster installed and have been operating it in this location for the past eleven years.

V. How different is roasting with wood compared to traditional fuel sources?

C. Roasting with wood is a trickier way to roast. The heat source is inconsistent, so I have to be more in touch with what is going on with the roasting process at every step and making sure it is properly fueled. As far as

22

profile differences that I am able to see, the acidity tends to be a little bit more muted in the wood roasted coffee, so you get all the character profiles for each region it comes from with a bit of a rounder, mouthful, bolder cup of coffee.

V. Do you require a large amount of wood for your production and what is your roaster’s make?

C. Actually, my roaster is very efficient. For example, last year I roasted about 20,000 pounds of coffee, and I used only about 2 cords of wood. As far as the company that made my roaster, I don’t think they are in business anymore, but it is called Ealestra and it was manufactured in Italy. It is a standard drum 15 kilo roaster. I have had almost no problems with it in the last 11 years and it is a great looking machine.

V. Does your unique operation cause any government supervision?

C. I am constantly monitored by our local air quality management division of the Health Department. They do their annual inspections, so I have to monitor the air quality on the regular basis. If you would like to roast with wood, my recommendation is to make sure that your roaster is in a very lowdensity population area, and that is what I have. I have an airport on one side of me and a farm on the other, so it works out.

V. Is there something you would like to address to our business owners and the public in general?

C. Absolutely. Know your market, know what people want in advance and be ready to adjust and accommodate. I have started out with five coffees of origin and about four different blends and over the years I have had requests to do other things, and I’ve worked many of these requests as best as I could. In a short time, I have risen to 16 different coffees of origins, dozens of blends, and 30 different coffee profiles with coffees from all over the world.

Also, what I have experienced recently is that there are an awful lot of coffee drinking people out there who go out to restaurants and coffeehouses who are so trained to drink poorly roasted, poorly stored, and poorly brewed coffee that they don’t even comment anymore that the quality isn’t to their satisfaction. They just expect to have a bad cup of coffee, as opposed to telling a management, “Hey your coffee is really lousy, you could use some help with it”. If people that are serving bad coffee aren’t getting that message, this is something that slows the progress of our industry.

photos in this row: Mayra Santiago September 2013

Photo by Trish Rothgeb

What Exactly do You do Here?

by Rocky Rhodes

Turning your company around in 30 days

F

resh eyes on a problem is always going to net some interesting feedback. If the new eyes understand what they are looking at, they can give insights as to the cause of the problem and suggest how to fix it.

New eyes can be a consultant, a trusted friend, or even better, someone who has dealt with your problem before. The new eyes can also be you. You just need a new prism to change the angle of how you are looking.

Semi-Hypothetical Case Study A coffee shop owner had a problem. Let’s call him ‘David’ and his shop ‘Roasting Co’. The business is a coffee roasting company with 3 retail outlets and a wholesale roasting facility. Business is good and it is expanding.

Employees are loyal and are being promoted as the company grows. So far, this is a company without a problem. David is proud of his growth and has dealt with the expected pains of expansion well.

Brian reached out to a trusted consultant friend and said, “Something is wrong inside my company and I can’t put my finger on it. I am fully engaged with my employees. They say this is a great place to work. I have lower than average turnover. But I can feel the discord in both my employees and myself.

Could you please spend a couple of days in my company and poke around?

You have complete access to anyone and anything you want.”

On the first day, the consultant went as a secret shopper to the different retail outlets. It was interesting to see that the culture of celebrating the coffee was a top-of-list priority for almost all of the employees. Later in the day the consultant observed the operations of the roasting plant. In 24 hours the consultant was able to make a pretty strong conclusion as to why there was discord in the company. Now the task was to get the owner to see the solution.

The second day started with interviews of key personnel. The key question was, “What exactly do YOU do here?” The answers were very telling.

Barista 1: “I am responsible for the customer experience. We make espresso and hand drip coffees.” He then went on to explain step by step how he completed his tasks.

Manager 1: “I do all of the scheduling of shifts, initiate training, manage consumable inventories, and monitor the quality of our drink making and customer service.” She then went on to tell the consultant, “There are a lot of other things that seem to be getting piled on but my team handles it ok.”

Roaster / Production Staff 1: “I get the roast schedule for the day and then weigh, roast, weigh again and do an inventory check to make sure we don’t run out of stock on anything.”

Operations and QC Manager: “It seems like I do everything around here. I oversee the retail mangers, the roasting staff, equipment maintenance, staff trainings and run the cupping room to ensure the consistency and quality of our coffee. I create roasting profiles and blends. I never seem to get everything done though because priorities keep changing on me.”

24

Owner: “I try to move the company forward in both sales and quality by delegating responsibility to the management team and then following up.

I don’t get good reporting so I often don’t know about simple problems until they are big problems. I am trying to concentrate my time on growing wholesale so we can continue to grow. That seems to be going ok. Retail, though, grabs my attention all the time because as an owner I will walk through the shop and see trash on the floor and dirty counters. It drives me

crazy so I tell the ops manager to figure it out with the retail manager. That never happens so I just go take care of it.”

Does any or all of this sound like where you work? Well it should because most small businesses, as well as departments of large businesses suffer from employees not knowing the answer to, “What exactly do you do here?” So what is the problem with this company? Why are they frustrated? EASY! Only the lowest ranking employees know what they are supposed to be doing because there job is well documented. They have checklists, forms and structure. Expectations have been set and they strive to exceed them.

Upper management does not hold themselves to the same rigor of purpose and transparency of job tasks. They don’t know exactly what they do in the company.

On the last half of day 2, the consultant called in the Owner and the Ops Manager and said, “Congrats! The top two most experienced, loyal and dedicated people in the company are the cause of the problem. You have over the years created checklists for your stores and roasting operations, and nothing for the new and more complex management tasks you are facing.

You have no idea what to do, when to do, it or priorities. You work on what’s in front of you. The good news is, you are empowered to be the ones to fix it.

Now role up your sleeves because this is going to be a 30 day job and you will have changed everything.

Step 1: Document what you do down to the granular level. Everything must be reduced to tasks with a beginning, middle and end. Also write the actual time per week in minutes or hours it takes to accomplish each task. No task is trivial; nothing done during your work week should be ignored.

Step 2: Arrange these tasks into logical groups like Meetings, Roast Production, Retail Store etc. Now add up how much time you are spending on each group for which you are responsible.

Step 3: For each group you need to make a checklist that you will actually check off each day and week. On the checklist will be the name of the activity, when it must be executed and a checkbox where it can be marked done.

Step 4: Review each week the tasks that got done and those that didn’t. Try to place the undone tasks in next week’s schedule such that they are likely to get done. Redo your checklist to better match your current priorities.

What happened to David and Roaster Co.?

The Ops Manager figured out that by being promoted, he didn’t really have a job. The Owner never gave clear job functions to the Ops manager without the tools to organize the chaos. When his task list was complete he discovered he did not actually have many real responsibilities. He merely over managed others to fill time. David discovered that his actual day to day tasks only accounted for about 55 hours per week. When he put them in an organized, time activated checklist he was able to give about 30 hours to his Ops manager in an organized way with expected results. He was then able to focus efforts where he wanted to grow. And the company did.

For more detailed suggestions for fixing your business; suggested reading is ‘The E-Myth Revisited’ by Gerber.

Rocky can be reached at rocky@INTLcoffeeConsulting.com

September 2013

25

Got Expertise? Share It

by Matt Cook

M

att Cook, President of LBP Manufacturing, offers insights into the booming single-serve category, discusses the art of building business relationships, and proposes ways to nurture those relationships within the social media realm and beyond…

Take a Taste of Our “Business Blend” The entrepreneurial core of LBP is deeply rooted in two central business practices – building quality, lasting relationships with our clients and innovating solutions based on their needs. With the development and launch of our UpShot™ Single-Serve Solution, we quickly learned a lot about the coffee roasting community – likes, dislikes, processes, goals, etc. As our engagement within the single-serve category continues, learning how to grow and engage on a digital scale is an essential part of our business strategy, a strategy we would like to share with you…

Be “Bold” Online Exuding passion, delivering innovation, and connecting with others is done every day in business, at LBP, and of course within your roasting facilities.

The addition of social media to the marketing mix provides an avenue to reach larger audiences. With a simple click of the mouse, an update to your profile picture, or a post containing hash tags, you can share special pieces of your brand beyond promotional coupons or flavors of the week. Use social media as a platform, have actual conversations with your customers, take in what they have to say, and work to become a better business.

occurring online. Now that we know the majority of you are out there on Facebook, Twitter, and LinkedIn, look to us as a helpful industry resource in those channels.

We understand the roasting process takes your attention away from your computer screens, many of you are online for less than an hour each day.

We promise to deliver concise, rich content that will fuel your business. As decision makers, we know you see value in social media and are searching for innovation.

Overall, I hope always to continue to learn, to cultivate lasting relationships amongst roasters, and to ensure that our online strategies are designed in your favor.

Legal: ©2013 LBP Manufacturing, Inc. The ‘Filter in Circle’ Design is a trademark of LBP Manufacturing. Patent(s) Pending.

In a similar fashion, with the launch of the UpShot Solution, we outlined a social media strategy to deliver messages apart from our packaging capabilities. As mentioned, the essence of our business is centered on identifying needs and working closely with our clients to enhance their operations. We are an all-around solutions provider, not a simple packaging manufacturer, and our goals were to create profile pages that demonstrate expertise, promote trends, and bring us closer to potential clients. Now, take a moment to ask yourself what some of your communication objectives are?

If stuck, I think I have some information to help. Through research, and better yet, observation, we know consumers enjoy talking about coffee online – its health benefits, their preferences, their caffeine addictions, their brand allegiances…they review every aspect. Within the specific single-serve category, we know discussions are being had about choice, variety, quality, and sustainability. The desire for a better brew is out there! Ultimately, as a roaster using social media, you have the ability to get customers closer to your roasts by exposing your processes and becoming a source for important industry news. What you do day in and day out is an interesting mystery to consumers, so share it!

Think of social media as a give and take, a push and pull. Push out good information and pull in feedback, dialogs, and motivation. Give your consumers a virtual taste of your signature coffee blends. Beyond the bean, help them understand the planting, picking, and roasting processes with enticing, exciting visuals. The more transparent and exposed you become, the more business advantages you will gain. In return you receive a dedicated peer base, a group to bounce ideas off of, to introduce new products to, and a group to share your journey with.

26

Research Is Key In pursuit of discovering our audience base and to better understand the overall coffee roasting community, my team worked with CoffeeTalk, for their extensive roaster database and industry expertise, to execute an online survey - centered on roasters’ business involvement in the digital space. Together, we distributed the survey to roaster professionals nationwide to learn what they thought was compelling content and where business conversations were September 2013

927-11 FRC Fres Bag 2.7197x12.875 Coffee Talk Ad_SCAA A

Bag the Can. With enhanced freshness preservation and significant cost savings, the Fres-co Fres Bag™ is a superior alternative to the antiquated coffee can.

Compared to metal cans, our Fres Bag™ delivers* • 84% weight reduction • 47% reduction in energy consumption • 84% reduction in solid waste • 67% less greenhouse gas emissions • Corner Seal® technology maximizes shipping and shelf space

Scan this code or visit www.fresco.com/fresbag for more information.

COFFEE FEST SEATTLE OCTOBER 4-6, 2013

WASHINGTON STATE CONVENTION CENTER

the best business relationships begin in person

SHOW HIGHLIGHTS INCLUDE 300 ExHIbITION bOOTHS OvEr 75 CLaSSES & WOrkSHOpS Davinci Gourmet, aMErICa’S bEST COFFEEHOUSE COMpETITION aMErICa’S bEST ESprESSO WESTErN CHaMpIONSHIp

The Freshest Ideas in Flexible Packaging

TM

3005 State Road | Telford, PA 18969-1021 215.721.4600 | contact@fresco.com *Source: LCA comparison analysis using SavvyPack® LCA software.

LaTTE arT WOrLD CHaMpIONSHIp OpEN FrESHMaN CLaSS – 1 ST TIME aTTENDEE prOGraM SOUrCE NEW prODUCTS

REGISTER TO ATTEND, COMPETE OR EXHIBIT AT COffEEfEST.COM OR CALL 800-232-0083

Winner of People’s Choice Best New Product - Sustainability 24th SCAA Expo 2012

27

N

ow that you completed Tips 1-6, you can start your search for the perfect location!

Your location is the physical creation of your experience.

The following are key items to consider when looking for a space: — Analyze your important business hours and co-tenancy: • Co-tenancy is an important consideration in the amount of customer traffic to your location.

• Morning Hours – Consider the direction of the morning commute autos, buses, and neighborhoods with commuters.

• Lunch Hours – Consider being located in an area with a heavy business, college, or other lunch time customer base.

• Happy Hour and Evening Hours – Consider being located in areas with a customer base looking for a casual after work drink and bite to eat.

— Determine the infrastructure you need inside your space to accommodate your menu.

— Tenant Improvements, Allowances, and Lease Start: • The amount of tenant improvements can vary with markets. Ask the landlord to pay for all core and shell expenses.

• Ask for Free Rent - Remember to start your free rent AFTER you are open and occupied according to the permitting agencies.

— Lease Rates – Typically retail or café spaces will be a NNN (triple net lease).

— Is a brick and mortar OR drive thru kiosk or “container” space the right decision for your first location?

• Consider the surge of drive-thru stands, kiosks, food trucks, and shipping “containers” (Dynamik is creating new shipping container concepts with a new division).

• Less than a brick and mortar space and potentially less of a lease commitment.

— Architectural Character – Character and details are important in providing a memorable experience.

Working with a team of consultants is key to assessing location options.

Our 10 Tips Jumpstart pocket books provide more useful tips http://www. dynamikspace.com/store.php5 Stay tuned every month for valuable tips.

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/september13-branding-tip/

28 September 2013

visit us at booth # 426 at coffEE fEst sEattlE

EuropE’s favoritE cookiE with coffEE Every coffee needs a

20

2-paCks

NEW! Biscoff XL 2-pack Counter Display Caddy.

Delectably crunchy, with a caramelized flavor, Biscoff cookies are the perfect treat for the time out that you deserve. foodservice@biscoff.com 800-422-2924 • Biscoff.com

29

Decoding Terroir

by Josué Morales, Master Roaster and Cupper, Mayaland Coffee

offee is a magnificent agricultural product. It’s a vehicle, a means of

C

When using terroir as the quality basis for attracting customers, there are

expression, its one of those amazing products that nature uses to

various steps to follow:

the coding of this message, a combination of geography, geology, climate, and

1. To have knowledge on the traceability of the coffee. Specialty Coffee can

latitude are all imprinted into the coffee and this is what we’ve come to know

only be defined if we know where it comes from and who produced it. Terroir

as terroir. I’ve come to believe that nature is so purposeful that it doesn’t stop

is about the combination of these two factors.

embed its mysterious ways. There are many factors that influence

at the obvious and goes into pursuing the botanical surrounding, the process, handling, and even the human characters it interacts with in order to fully

2. Are these notes or is this terroir? There’s a thin line that separates this

express the message.

confusion, and often we make the mistake of taking notes present under a specific roast profile and certain brewing-cupping condition as the actual

Those of us working in coffee are often mesmerized at the amazing and

meaning and discovery of terroir. A coffee’s true character will be that

uncommon way in which we discover this expression of grandeur, as the

combination of attributes, aromatic, structural, sweetness, acidity, mouthfeel,

message is often heavily coded and it takes dedication in order to finally

and flavors, that become established within a coffee profile year after year.

begin to grasp it. Once we believe we have taken an interesting approach and “figured out” a coffee, there’s still a gigantic gap that separates a sample in a

3. Build Relationships. When you purchase a coffee year after year, not only

cupping table from its final outcome in production roasting.

are you becoming familiar with it and learning how to develop it properly, you are making a commitment with those who produced it. By committing to

We’ve come a long way in the process of terroir decoding (if you will), starting

work with a specific farm or region you are providing the necessary economic

with the wide proliferation and popularity the market has demanded from

incentive for development which ultimately ends in better farming practices

different origins and producing countries. Among these we have seen

and the constant pursuit of excellence that will distinguish what you are

amazing progress in narrowing producing countries into coffee producing

roasting and serving.

regions, such is the case of Guatemala, Brazil, El Salvador, and many other countries that have decided to recognize and promote their diversity. Slowly

4. Educate. You are enthusiastic about your coffee and the many underlying

within this trends we’ve seen Single Estates and Micro Farms begin to surface

relationships that bring you coffee, share your enthusiasm with your

as names that are synonymous with quality, and we’ve seen them become very

customers. By committing to feature some of the same coffees year after year

popular because there is something very special about them.

you will also garnish a following and further commitment on behalf of your customers who will continue to buy these coffees for very much the same

“But what exactly is so special about these coffees? And what exactly

reasons they continue to seek the same wines or dine at the same restaurant:

determines a remarkable cup of coffee on the table?” I like to see it in a very

it’s personal.

simple way, along the line of terroir coding there is a chain of perfection that was followed flawlessly. It means that somewhere down the line, a particular

In the same manner in which we choose or find our friends and stick with

coffee received the right conditions of climate, nurture, and process, paired

some over the years, the exact same way some coffees appeal or not to the

with exactly the right handling, so by the time its seating in our table its

people that choose them. It becomes then a matter of relationship and as in

shouting in aromatic expression the story of all that process it had to go

any relationship one needs to understand and know one another and that

through.

takes time. Learn, engage, and challenge yourself; just as a French vigneron takes pride in giving its signature to the blending of his wine, develop

In terms of knowing your coffee, the best way you can do this is at the

your coffee so that together you may tell its story and the signature you’re

cupping table. A methodical, constant and critical evaluation of your coffee

imprinting on its final coding.

will allow you to know it better. More than this, it will allow you to discover and to decode it.

josue@mayalandcoffee.com

30 September 2013

31

Please be sure to visit these CoffeeTalk Advertisers at Coffee Fest Add a Scoop by Smoothie Essentials Supplement-Boosts 806 (415) 382-6535 www.smoothieessentials.com

Curtis 527 (800) 421-6150 www.wilburcurtis.com

Pack Plus Converting (909) 902-9929

NEED A BOOST? 18 Unique Powdered Boosts Healthy Blended Beverages = Healthy Profits See our ad on page 37

Since 1941, Curtis has remained a family-owned business committed to the principles of innovation, quality and superior craftsmanship in gourmet coffee, tea and specialty beverage systems.

See our ad on page 19

Home of the widest selection of flexible packaging products for the specialty coffee & tea industries. Affordable and high-quality custom packaging also available--call us first for a FREE quote!

See our ad on page 37

Aerobie Inc (650) 493-3050

403 www.aerobie.com

Aerobie's AeroPress is a completely new kind of press whose rapid, total immersion process brews coffee with all the delicious flavors but without the bitterness.

See our ad on page 29

Espresso Me Services (360) 213-0715

Blendtec 111 (800) 253-6383 www.commercial.blendtec.com Blendtec makes the world's finest blenders and blender accessories.

See our ad on page 38

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.

See our ad on page 38 Fres-co System USA, Inc. (215) 721-4600

BriteVision 416 (415) 374-8119 www.britevision.com BriteVision provides colorful, ecofriendly cup sleeves. Come by our booth to learn how to grow sales or build your brand and image through cup sleeve marketing!

See our ad on page 17 Cafe Femenino Foundation 127 (360) 576-5045 www.cafefemeninofoundation.org See our ad on page 37 Silent Auction 102 Booths 127-137 Coffee Fest Seattle www.coffeefest.com October 4-6, 2013

Coffee Fest (800) 232-0083

C Coffee Fest Trade Shows, classes, workshops, competitions and networking events have been driving the specialty coffee industry since 1992.

For the best value, classes, workshops, networking events and competitions, mark you calendar and we will see you at Coffee Fest.

See our ad on page 27

www.coffeecan.org

O M E

B I D

Register for the auction and find out more about A Coffee Child’s Christmas!

All auction items donated by the generous Coffee Fest Seattle exhibitors; funds raised will help fund A Coffee Child’s Christmas and other grants received directly from the women and families in the remote coffee producing communities.

Coffee Shop Manager (800) 750-3947

902 www.espressomeservice.com

619 www.coffeeshopmanager.com

Coffee Shop Manager Point-of-Sale is designed specifically for coffee shops. Great features including tablets, integrated online and mobile ordering, self-serve kiosks, and no-fee pre-paid cards and loyalty make CSM the perfect business partner for your shop.

See our ad on page 33 CoffeeTalk Media (206) 686-7378

Supplying Customers with pre-made bags, custom printed rollstock, degassing valves, packaging machinery, pod equipment and service. Fres-co System USA has been the coffee industry’s packaging expert for over 30 years.

See our ad on page 27 Global Customized Water (805) 484-1589

607 www.globalcustomizedwater.com

Global Customized Water , developer of formulation water for coffee and tea; the premier water treatment provider to the specialty beverage industry now 30 years strong. The Formula?, used in homes, commercial applications, by SCAA, US Barista Competitions, World Tea Expo, Coffee Fest and top Coffee Chains in the World.

See our ad on page 38 Java Couture (206) 795-5414 One of a kind, hand-made jewelery with real green coffee!

See our ad on pages 33, 37, 38 Java Jacket (800) 208-4128

Loring Smart Roast (707) 526-7215 310 coffeetalk.com

Costellini's 907 (877) 889-1866 www.costellinis.com

PBFY supplies a wide range of packaging products geared to better promote coffee, tea, and other specialty items. Increase brand awareness without breaking the budget with our hot stamp service!

See our ad on page 36 Perka Inc. (503) 427-1377

302 www.getperka.com

Perka is a mobile app for neighborhood merchants that's as fast and familiar as an old-fashioned paper punch card. Reward regular customers with custom perks, learn their buying behavior, and get to know them by name.

See our ad on page 28 Plitek 15 (847) 827-6680 www.plitek.com See our ad on page 13

310 javacouture.com

The Dynamik Group (206) 686-2525

Java Couture

See our ad on page 37

Hand-made, one of a kind jewelery

from real green coffee beans...

• Perfect as corporate gifts • Retailers add easy upsell and instant profits at your checkout

910 www.dynamikspace.com

Tightpac America inc.

(888) 428-4448

821 www.tightvac.com

Brands include - Coffeevac, Teavac - Patented Vacuum sealed system protects your Coffee & Tea every time you open and close the container.

Simplicity that works!

See our ad on page 38

www.javacouture.com (206) 795-5414

320 www.smartroaster.com

uVu Lid Company (561) 674-9415

203 www.uvulid.com

The uVu Lid provides a safer and more secure customer coffee drinking experience than any other lid in the market today.

See our ad on page 2

426 www.biscoff.com

See our ad on page 29 Maven Distribution (503) 544-3511

425 www.pbfypkg.com

Stalkmarket is the leading supplier of 100% compostable plant-based coffee cups, lids, tableware, cutlery and food packaging. "Simple Elegance - 100% Compostable - It's all we do!"

See our ad on page 38

Loring’s advanced technology and superior controls consistently produce better tasting coffee while dramatically reducing costs and eliminating smoke. Roast your best, time and time again!

See our ad on page 3 Lotus Bakeries (415) 956-8956

PBFY Flexible Packaging (877) 224-7496

Stalkmarket Products (Asean Corporation) 411 (503) 295-4977 www.stalkmarketproducts.com

811 www.javajacket.com

The Original Green Coffee Sleeve.

Comes in 100% Recycled Natural Kraft or White. Can be custom printed with your design.

See our ad on pages 25, 38

CoffeeTalk Media has been considered a bible of the industry since 1994. We proudly deliver our readers with the latest industry news, trends, and products through our different products: Coffeetalk Magazine, Daily Dose e-newsletter, and SCAA 2012 Award winner CoffeeTalk PowerPress.

A name to remember for a mocha you'll never forget. Premium Sauces and powders to delight your patrons taste buds and they will return for more.

See our ad on page 37

830 www.fresco.com

535 www.packplus.com

430 www.frizzusa.com

Vessel Drinkware (855) 883-7735

824 www.vesseldrinkware.com

Vessel Drinkware, Inc is a supplier of branded Drinkware to independent retailers throughout the U.S. and Canada. Please visit us at www.vesseldrinkware.com, or call (206) 763-0366 See our ad on page 17 Walker Coffee Trading Company (713) 780-7050

See our ad on page 29

Shop around for your beans! Visit www. walkercoffee.com to see our green coffee offering lists. Our reputation stands out for our great quality of beans and excellent customer service.

See our ad on page 31

32 September 2013

920 www.walkercoffee.com

Java

Couture Hand-made, one of a kind jewelery

from real green coffee beans...

• Perfect as corporate gifts • Retailers add easy upsell and instant profits at your checkout

www.javacouture.com (206) 795-5414

Our Reputation Stands The

Smart Solutions For Your Shop

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

“Coffee Shop Manager is a life-saver: Simplicity with everything you need to know about your business” - SUZANNE BERNAL, AXUM COFFEE, WINTER GARDEN, FL.

Read more about how Axum Coffee puts Coffee Shop Manager to work improving shop efficiency, customer loyalty, and analyzing their business.

Call or click for a demo today.

800.750.3947 www.coffeeshopmanager.com

EagleWebPress.com • 800-800-7980

33

NewsBites Torani’s Annual Art for Kids Limited-Edition Syrups

For the ninth consecutive year, Torani invites customers to celebrate and support its Art for Kids program by purchasing its two limitededition artist series bottles to benefit afterschool arts programs for children in the U.S. Launched in 2005, the program combining creativity and customer support has allowed Torani and its fans to raise more than $560,000 for the Afterschool Alliance, a non-profit organization dedicated to promoting affordable, quality afterschool programs for children nationwide. This year’s winners are 11-year-old Lizzie, from the Farmington Public Library afterschool program in Farmington, New Mexico and 8-year-old Emilia from the Young Rembrandts program in Cleveland, Ohio. For more recipe ideas and inspiration, please visit www.torani.com, sales inquiries call 800/775-1925.

Boyer’s Coffee Proud Coffee Partner of the Denver Broncos

Boyer’s Coffee is proud to be a partner of the Denver Broncos for the 20132014 football season. Denver based Boyer’s Coffee will be the provider of coffee at all concessions stands throughout Sports Authority field and will have two additional espresso bars on the club level. Just in time for the first home pre season game, Boyer’s Coffee will be the primary coffee brewed at Sports Authority Field. All concessions stands throughout the stadium will be brewing and selling Boyer’s Premium Rocky Mountain Slow-Roasted Coffee. For fans that have access to the club level, there will be a Boyer’s Coffee Kiosk in both the East and West clubs.Each of these kiosks will feature handcrafted espresso drinks, a variety of hot brewed coffees, and a premium canned cold-brew coffee.

Bellissimo Coffee Advisors Launches the 2nd Edition “Effective & Essential Marketing for The Specialty Coffee Retailer”

34

Bellissimo Coffee Advisors is excited to announce the release of the second edition of “Effective & Essential Marketing for The Specialty Coffee Retailer” by Bruce Milletto, The book that won “best educational product” by the Specialty Coffee Association of America. This updated,

new version brings the reader all the essential marketing tools and practices that must be accomplished by the independent coffee retailer to compete with coffee chains to be truly successful! “Effective & Essential Marketing for The Specialty Coffee Retailer” is a must have reference for any new or existing business owner in the specialty coffee industry. Order online at www.coffeebusiness.com

Boyd’s Coffee® Becomes First U.S. Roaster to Offer Harvested By Women™ Certified Coffee

Women play a major role in coffee production throughout the world, but they often have little or no control over the economics of coffee transactions. This all changes with the new Harvested

by Women™ certification. This gives women in coffee-producing countries more financial investment in the production process from bean to cup. Boyd’s Coffee is proud to be the first coffee roaster in the United States committed to purchasing the new Harvested by Women™ Certified Coffee. Boyd’s will sell ¡Café Libre!, a Costa Rican single-origin coffee, in select grocery stores, such as Lamb’s Thriftway and New Seasons Market, as well as on the Boyd’s Coffee website and in select foodservice accounts.

A 25-cent donation from each retail package of ¡Café Libre! goes directly to non-profit organizations in coffeeproducing countries, in addition to an initial donation made at the time of purchasing the bulk green coffee beans.For information about Boyd Coffee Company’s products and services, call 800-545-4077 or visit www.boyds.com.

Sales Growth for AeroPress®

Sales of the AeroPress® coffee maker continue to grow by leaps and bounds around the world. The product is now sold in over 50 countries where it excites coffee aficionados with the control it permits of the brewing process. The AeroPress® has even inspired its own increasingly popular annual World AeroPress® Championship. This year at the 6th annual Championship, national champions from 14 countries went head to head during the International Coffee Expo in Melbourne, Australia

to see who could produce the tastiest cup of AeroPress®-brewed coffee. The panel of judges awarded the firstprize “golden AeroPress” trophy to Jeff Verellen of Belgium, the “silver AeroPress” for second place to Wille Yli-Luoma of the USA, and the “bronze AeroPress” for third place to Tibor Várady of Hungary. The AeroPress® coffee maker produces one to four cups of coffee using a rapid total immersion brewing process that makes amazingly smooth, rich coffee without bitterness.

Coffee Fest Welcomes Best Water Technology Group and Precision Installation Products as New Official Sponsors.

Coffee Fest, the preeminent American trade show for Coffee Retailing, Roasting, and everything related is pleased to announce its newest sponsorship partners, BWT and PIP. The Coffee Fest Seattle 2013 and each of the 2014 shows sponsorship includes on site water preparation and delivery for all exhibitors, competitions, and workshops. As Coffee Fest and the industry gear up for the 69th Coffee Fest, which is in Seattle October 4-6, 2013, categories like water are paramount to great coffee and essential to the industry. To register for the show or learn more, please go to www.coffeefest.com.

The Tower-Cold Drip Coffee System.

Pure Coffee USA introduces its cold drip system... The Tower. The flavor profile of coffee from their machine is rich, bold, sweet, and complex. The slow brew brings out all the flavor in the grounds, but leaves behind the bitterness from too much acid. The system uses only laboratory grade glass in a precision cut and welded steel frame. The filter itself allows more body and flavor than a standard paper or steel filters, thus never needing to be replaced.

From here pure coffee falls into the carafe where it gathers for 8 to 10 hours waiting for you to ice, heat, or store it in the refrigerator. One brew makes 4-6 servings. The Tower creates no unnecessary waste and uses no electricity. You can visit their website at www.purecoffeeusa.com, call 800-597-0920, Monday through Thursday 8 A.M to 5 P.M. and Friday 8 A.M. To 3 P.M. CST. or Email info@purecoffeeusa.com for more information.

September 2013

Fall Favorite Returns to Weldon Flavorings!!!

Cooler weather is just around the corner and Weldon Coffee Flavorings is bringing back their Fall Favorite, Pumpkin Spice to their product line. Every year the popularity of this seasonal favorite has grown.

Production will be starting soon and flavors should be available for purchase by September 1st. Holiday favorite, Peppermint Stick will also return for the Christmas season.

Weldon Coffee Flavorings are pure liquid flavor completely free of sugar, artificial sweeteners, creamers, powders, and syrups. They are the perfect solution to serving Flavored Coffee, cappuccino, and lattes without all the calories, carbohydrates, fats, and sodium. They are also Glutenfree, contain no sodium benzoate, and are non-allergenic. Each bottle comes with a pre-measured pump, which allows for quick and accurate flavoring of each cup. Ideal for coffee shops, drive-thrus, office coffee service, convenience stores, or any place coffee is served. For more information please contact Weldon Flavorings at info@WeldonFlavorings.com or (502) 797-2937.

ABCD®, Inc. And LBP Build Lasting Partnership

ABCD has partnered with LBP Manufacturing, Inc. to co-pack Upshot single-serve coffee filters, for customers looking for a new and innovative option. LBP, a leader in sustainable packaging, recently launched the UpShot Solution, a line of ecofriendly, single-serve filters paired with a flexible production model that allows roasters, office coffee service, foodservice, retailers and brands to take advantage of the booming single-serve beverage market. The UpShot Filter is compatible with Keurig® and other single-serve brewers and is made from 100 percent polypropylene, making it recyclable along with other #5 plastics.

LBP and ABCD have launched the Single Cupper® co-packing process, which involves grinding whole coffee beans, packing the grinds in individual UpShot Filters, and properly sealing the filters to ensure consistency of quality and flavor. For more information about LBP, visit lbpmfg.com. For more information on the UpShot Solution, find us on Twitter @UpShotSolution, Facebook/UpShotSolution or visit upshotsolution.com TM

TM

35

Advertisers Index

Company......................................................................................... Phone........................................Web...............................................................Page.............................CoffeeFest Booth#.............PACK Expo Booth Add a Scoop by Smoothie Essentials Supplement-Boosts.................... (415) 382-6535....................................smoothieessentials.com..............................................37...............................................806 Aerobie Inc.......................................................................................................................... (650) 493-3050.................................aerobie.com.......................................................................29...............................................403 Agtron.................................................................................................................................... (775) 850-4600.................................agtron.net............................................................................38 American Barista & Coffee School........................................................................ (800) 655-3955..................................coffeebusiness.com.......................................................37 Avery Dennison Designed and Engineered Solutions............................... (440) 878-7130...................................averydennison.com........................................................15............................................................................................................................................. S7062 BeanSafe.............................................................................................................................. (212) 244-5505...................................beansafe.com....................................................................37 Behmor Inc.......................................................................................................................... (775) 833-3363...................................behmor.com.......................................................................39 Best Coffee in Oregon.................................................................................................. (541) 944-6050..................................bestcoffeeinoregon.com............................................31 Blendtec................................................................................................................................ (800) 253-6383..................................commercial.blendtec.com.........................................38...............................................111 Bloomfield Industries.................................................................................................... (314) 678-6336...................................wellsbloomfield.com.....................................................33 BriteVision........................................................................................................................... (415) 374-8119......................................britevision.com.................................................................17................................................416 Cablevey Conveyors...................................................................................................... (641) 673-8451.....................................cablevey.com.....................................................................31.............................................................................................................................................. S7109 Cafe Femenino Foundation...................................................................................... (360) 576-5045..................................cafefemeninofoundation.org...................................37...............................................127 Cargill Risk Management............................................................................................ (877) 256-8873...................................commoditypricerisk.com...........................................5 Coffee Fest.......................................................................................................................... (800) 232-0083.................................coffeefest.com..................................................................27...............................................102 Coffee Shop Manager................................................................................................... (800) 750-3947.................................coffeeshopmanager.com...........................................33...............................................619 CoffeeNetwork.com...................................................................................................... (305) 925-4822..................................coffeenetwork.com.......................................................37 Costellini's............................................................................................................................ (877) 889-1866....................................costellinis.com...................................................................37...............................................907 Curtis...................................................................................................................................... (800) 421-6150...................................wilburcurtis.com..............................................................19................................................527 Daterra Coffee................................................................................................................... (330) 941-2555...................................daterracoffee.com.br....................................................29 Diedrich Manufacturing, Inc...................................................................................... (208) 263-1276....................................diedrichroasters.com....................................................25 Eagle Web Press.............................................................................................................. (800) 800-7980................................eaglewebpress.com.......................................................33 Espresso Me Services.................................................................................................... (360) 213-0715....................................espressomeservice.com..............................................38...............................................902 Flexicon Corporation..................................................................................................... (610) 814-2400...................................flexicon.com.......................................................................20 Follett Corporation......................................................................................................... (610) 252-7301.....................................follettice.com.....................................................................6, 38 Fres-co System USA, Inc............................................................................................. (215) 721-4600....................................fresco.com..........................................................................27...............................................830 Global Customized Water.......................................................................................... (805) 484-1589...................................globalcustomizedwater.com....................................38...............................................607 Grounds for Health......................................................................................................... (802) 241-4146....................................groundsforhealth.org....................................................38 International Coffee Consulting.............................................................................. (818) 347-1378......................................intlcoffeeconsulting.com............................................36 Java Couture...................................................................................................................... (206) 795-5414...................................javacouture.com..............................................................33, 37, 38 Java Jacket......................................................................................................................... (800) 208-4128..................................javajacket.com..................................................................25, 38.......................................811 JavaSuits.............................................................................................................................. (714) 240-1314......................................javasuits.com.....................................................................38 Knutsen Coffees, Ltd..................................................................................................... (800) 231-7764...................................knutsencoffees.com......................................................38 Loring Smart Roast........................................................................................................ (707) 526-7215....................................smartroaster.com............................................................3..................................................320 Lotus Bakeries................................................................................................................... (415) 956-8956...................................biscoff.com.........................................................................29...............................................426 Manitowic Ice..................................................................................................................... (800) 545-5720.................................manitowocice.com.........................................................15 Maven Distribution.......................................................................................................... (503) 544-3511....................................frizzusa.com.......................................................................29...............................................430 Moscow Coffee and Tea Expo................................................................................. 8 (495) 637-9440.............................expocoffeetea.ru.............................................................35 Mother Parkers Tea & Coffee.................................................................................... (800) 387-9398..................................realcup.com........................................................................19 National Coffee Association of the U.S.A.......................................................... (212) 766-4007...................................ncausa.org...........................................................................14 Opem - Gpi......................................................................................................................... +3900521607501...............................opem.it..................................................................................29 Orleans Coffee Exchange........................................................................................... (800) 344-7922..................................orleanscoffee.com..........................................................33 Pack Plus Converting.................................................................................................... (909) 902-9929.................................packplus.com....................................................................37...............................................535 PBFY Flexible Packaging............................................................................................ (877) 224-7496...................................pbfypkg.com.....................................................................36...............................................425 Perka Inc............................................................................................................................... (503) 427-1377....................................getperka.com....................................................................28...............................................302 Plitek....................................................................................................................................... (847) 827-6680..................................plitek.com............................................................................13 Pod Pack International, LTD...................................................................................... (225) 752-1160.....................................podpack.com....................................................................27 Rocket Man Equipment............................................................................................... (866) 470-4150...................................rocketman.com................................................................36 Scolari Engineering S.p.A./Texpak Inc................................................................. (856) 988-5533..................................scolarieng.com.................................................................40 Service Ideas, Inc............................................................................................................. (800) 328-4493................................. serviceideas.com.............................................................38 Sixto Packaging................................................................................................................ (305) 662-7144...................................sixtopack.com...................................................................33 Stalkmarket Products (Asean Corporation).................................................... (503) 295-4977..................................stalkmarketproducts.com..........................................38...............................................411 State Farm........................................................................................................................... (800) 782-8322..................................statefarm.com...................................................................9 Sustainable Harvest Specialty Coffee................................................................. (503) 235-1119......................................sustainableharvest.com...............................................23 Teasano................................................................................................................................. (604) 345-8128...................................Coming Soon....................................................................27 The Coffee Trust.............................................................................................................. (505) 670-9783..................................thecoffeetrust.org..........................................................37 The Dynamik Group....................................................................................................... (206) 686-2525..................................dynamikspace.com........................................................37...............................................910 The Truvia Company LLC........................................................................................... (855) 855-2362...................................truvia.com/foodservice...............................................11 Tightpac America inc.................................................................................................... (888) 428-4448.................................tightvac.com......................................................................38...............................................821 Track the Impact.............................................................................................................. (619) 889-1997.....................................tracktheimpact.com......................................................38 Ultra Flex / ICA USA...................................................................................................... (718) 272-9100....................................ultraflex.com......................................................................7...............................................................................................................................................S5606 uVu Lid Company........................................................................................................... (561) 674-9415.....................................uvulid.com...........................................................................2..................................................203 Vessel Drinkware.............................................................................................................. (855) 883-7735...................................vesseldrinkware.com.....................................................17................................................824 Walker Coffee Trading Company.......................................................................... (713) 780-7050...................................walkercoffee.com...........................................................31................................................920 Weldon Flavorings.......................................................................................................... (502) 797-2937...................................weldonflavorings.com..................................................36 White Coffee Corp......................................................................................................... (800) 221-0140...................................whitecoffee.com..............................................................38

36 September 2013

Boost profits by promoting wellness

Thinking of opening or remodeling

a cafe? visit us at

coffee fest

booth 910

Add a Scoop

Gluten Free GMO Free Taste Free

™

206.686.2525 • www.dynamikspace.com

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

Supplement-Boosts Kosher • Vegetarian • Halal

Add a Scoop™ by Smoothie Essentials ™ www.addascoop.com 415.382.6535

Java

Couture Hand-made, one of a kind jewelery

from real green coffee beans...

• Perfect as corporate gifts • Retailers add easy upsell and instant profits at your checkout

www.javacouture.com (206) 795-5414

Silent Auction Booths 127-137

Coffee Fest Seattle October 4-6, 2013 www.coffeecan.org

C O M E

B I D

Risk Management Forecasts and Analysis

www.intlfcstone.com www.coffeenetwork.com Commodity trading involves risks and you should fully understand those risks before trading.

Register for the auction and find out more about A Coffee Child’s Christmas!

All auction items donated by the generous Coffee Fest Seattle exhibitors; funds raised will help fund A Coffee Child’s Christmas and other grants received directly from the women and families in the remote coffee producing communities.

37

AllStar Tools Water treatment

Air Pots

Design / Furnishings

Sleeves

Cups & Lids

Global Customized Water 805.484.1589

JavaSuits 714.240.1314

http://javasuits.com

Java Jacket 800.208.4128

www.javajacket.com

StalkMarket Products 503.295.4977

www.globalcustomizedwater.com

Service Ideas Incorporated 800.328.4493

www.serviceideas.com

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.

Introducing JavaSuits a patented protective neoprene sleeve for Coffee Air-Pots. Shields new AirPots or conceals old dents, dings & scratches. All for less then half the cost of replacing. www.JavaSuits.com

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).

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.stalkmarketproducts.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.etsy.com/shop/ COFFEECATJEWELRY

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

38

September 2013

www.agtron.net

“Maybe the best coffee dripped from a machine” — Gizmodo Design and techology blog

Precise control through smarter technology The Brazen™ Coffee Brewer offers an incredible solution for people who want rich tasting, smooth coffee at home by automating pour over brewing techniques in a home drip brewer.

Brazen’s ‘precise control’ allows you to set brewing temperature, pre-soak time and even altitude calibration for a very accurate extraction.

Available at Boyd’s Coffee and other select retailers. Visit Behmor.com for more information.