August 2014

August 2014

www.CoffeeTalk.com Vol. XXVII No. 8

Connect. Grow. Prosper!

Introducing CoffeeTalk's "Virtual Roaster's Challenge" page 10

24

Listening to your ‘Inner-Roaster’Folly of a Roaster Geek

Change Service Requested

20

Post-Roast Dynamics and The Science of Packaging

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Alton McEwen- A Man of Talent and Dedication to the Industry

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8

The View

Contents

Finding Balance

10

Introducing CoffeeTalk's "Virtual Roasters Challenge"

12

Juan Valdez: Beyond the Bean

12 14 16

Cerrado Mineiro Region:

Shoulders of Giants

Alton McEwen- A Man of Talent and Dedication to the Industry

Linda Smithers- 2014 Rainforest Alliance Change Agent Award Recipient

Coffee Service Corner

18

Leadership from the Backroom to the Boardroom

24 26

20 Post-Roast Dynamics and The Science of Packaging

Rainforest Alliance Honors Industry Icon

17

22

14 Alton McEwen- A Man of Talent and Dedication to the Industry

Coffee with Origin and Quality for the World

A Bright Future for the NAMA Emerging Leaders Network

20

Connect. Grow. Prosper!

24 Listening to your ‘Inner-Roaster’Folly of a Roaster Geek

Marketing Miracles

Last Mile

Post-Roast Dynamics and The Science of Packaging

Profile

Chazzano Coffee Company’s Success Philosophy

Roasters Rock

Listening to your ‘Inner-Roaster’Folly of a Roaster Geek

Power of Good

GMO Foods— What Could Be Lurking in your Favorite Café Snacks…

28

NewsBites

30

Advertiser Index

Who We are

Phone: 206.686.7378, see extensions below

Owner

Editor/Feature Writer Jessica Tanski, ext 7 jessica@coffeetalk.com

Administration Laurie Veatch, ext 4 laurie@coffeetalk.com Researcher Libby Smith, ext 8 libby@coffeetalk.com

Introducing CoffeeTalk's "Virtual Roasters Challenge" 4

Proofing Mark Moser, ext 9 mark@coffeetalk.com

Design

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

Feature

Professional Memberships

Publisher Kerri Goodman, ext 1 kerri@coffeetalk.com

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

Mailing Info

Mail: HNCT, LLC, 25525 77th Ave SW Vashon, WA 98070 Phone: 206.686.7378 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.

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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.

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August 2014

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The View

Kerri Goodman

B

alance. With it, you can achieve greatness.

Without it, success is limited and failure is much more likely. But “balance” is a tricky thing. As a busy businessperson you are always thinking of what you can do better. What did you forget? You dream of the day when you will be “caught up.” The day when you can finally relax a bit. Be careful! Before you know it, your children are grown, your friends are mostly gone due to your complete and utter focus on your business goals, and you are still fighting the battle coffeeshopmanager.com/coffeetalk

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of to-dos, projects and things! So how do you get off the endless rollercoaster ride? How do you get “caught up”? How do you succeed?

You STOP. You take a break. You look at the bigger picture. And you redefine “success.” You accept that you will never be caught up and the list never ends. You make peace with that, and you learn to trust others. Yes, just maybe you can do X, Y, and Z faster and better than anyone else can (at least in your own mind), but is that really your best use of time? You learn to let go and do what is really important. AND, you define “important.” Is important making sales, or the perfect brochure; or the perfect wording or the perfect ANYTHING? You learn that there is no such thing as “perfect,” But there is success. And, success is waking up each morning proud of who you are and what you have achieved. Success is helping your employees to grow and become better at what they do.

Success is helping your customers in whatever it is you do to serve them. Success is realizing that people are more important than goals. Success is spending a good proportion of each day doing the things that will make you and your family happier and healthier. Success is the journey – one day at a time. Success is finding that balance between profit and people.

Today I wish for all of the CoffeeTalk readers and family, success.

866.447.0033 sales@coffeeshopmanager.com

With my grandson, Finn, at Wharaiki Beach, New Zealand July 2014

Calendar August 7-10

Roasters Guild, Skamania, WA

August 17-9

Western Foodservice, Anaheim, CA

August 22-24

Cumbre Latinoamericana del Café, Puebla, Mexico

September 20-21

Coffee and Chocolate Expo -Puerto Rico-, San Juan, Puerto Rico

September 23-26

Moscow Coffee & Tea, Moscow, Russia

September 24-26

Annapoorna World of Food India, Mumbai, India

September 24-26

COTECA Tea Coffee Cocoa Global Industry Expo, Hamburg, Germany

August 22-Sept 01

Best Coffee in Oregon Championship, Salem

September 4-6

The Coffee Experience, Sidney, Australia

September 10-11

Expovending & OCS - Latin America, São Paulo, Brazil

September 24-26

September 8-13

25th International Conference on Coffee Science - ASIC, Armenia, Colombia

SCAJ World Speciality Coffee Conference and Exhibition 2014, Tokyo, Japan

September 25-27

September 11-13

2nd “World Tea & Coffee Expo” ™ 2104, Mumbai, India

11th China International Vending & OCS Show 2014, Shanghai, China

September 18-20

Natural Products Expo East, Baltimore, MD

September 28-29

Canadian Coffee & Tea, Toronto, Canada

PCCA, Sunriver, OR

October 2-4

Canadian Automatic Merchandising Association Show, Toronto, Canada

September 18-20

8

For complete and updated show information visit our online calendar: http://magazine.coffeetalk.com/industry-calendar/

August 2014

Introducing CoffeeTalk's "Virtual Roaster's Challenge"

by Rocky Rhodes

F

Photo by Trish Rothgeb

or anyone who has been to a Roasters Guild retreat, you know that there are fun and creative challenges each year to stimulate your creative side and to challenge your team’s skills in the roasting field.

We have decided to try something new here at CoffeeTalk. Welcome to the first annual (or possibly the last depending on how it goes) Virtual Roaster’s Challenge!

‘MacGyver Roasting’ If you do not know what ‘MacGyvering’ is, then you are probably under 30!

In an 80’s television show, the lead character, Angus MacGyver, was able to find and use tools around him to do amazing things. If he had a stick of gum, a paperclip, a nine-volt battery, and his trusty penknife, then he could disarm a missile or take down a Sherman tank. He was that smart and creative. If you have been roasting for any time, you will have had to ‘MacGyver’ your roaster in some way to keep roasting—jumping a kill switch, duct taping the, well, ducting that of which is falling apart, etc.

For your challenge, we are going to present you with some items and you need to build, rather MacGyver together, a sample roaster. This is, of course, a virtual roaster because if any of you get a little TOO creative, a virtual roaster will not burn down your shop, and we do not have any liability issues!!!

Unlike the Roasters Guild Retreat, this is not group work. You are all on your own! You will have 30 days to submit your solutions. Here is what you have to work with: The MacGyver staples: 1) The pocketknife: (Think Swiss Army knife) 2) A stick of chewing gum with a foil wrapper 3) 20 feet of string 4) A fully charged nine volt battery A few challenge add-on items 1) Hair dryer (assume you have access to electricity) 2) A roll of tin foil 3) A can of extra chunky beef stew 4) A camp stove with fuel 5) 2 rolls of duct tape 6) 1 broken refrigerator (all of the parts are there, it just stopped cooling last week) 7) A pile of ¾ inch diameter sticks in three foot lengths 8) A smart phone with no reception or Wi-Fi (you can never get a signal when you need it) 9) A cast iron skillet 10) A 1-5 quart pot 11) A deck of playing cards 12) A 9 iron – right handed – Ping!

13) 1 large towel 14) An umbrella 15) 10 empty Coke bottles 16) Four coconuts

17) A Minnesota snipe (If you do not know what one is or how to use one, ask me at the next Roasters Guild Retreat in August. Skamania has snipe too.)

Tools nearby: 1) Hacksaw 2) Hammer 3) Small spot welder 4) And of course, the trusty pocketknife mentioned earlier.

Handy ‘other items’: 1) Anything you were wearing when you started the challenge. Things like shoelaces, glasses, a belt etc.

A couple of obvious ground rules: No you cannot ‘phone a friend’ and have them bring you stuff. Think of yourself as caught behind enemy lines and no one is coming to save you. The only way out is to build this sample roaster and roast your way out! It is a life or death situation and the only person you can trust is you!

No, you cannot have started this contest wearing a 1-kilo sample roaster.

Submitting a Solution Once you have a concept for a great sample roaster, you need to submit the following: 1) A 250-word description of your roaster design philosophy and how you ‘built’ it 2) A schematic of what your roaster looks like when it is functioning 3) Create PDF’s or word documents and submit to: roasterchallenge@coffeetalk.com 4) Include a short bio including how long you have been roasting, what you use, and a photo of you or logo for your company.

Fabulous Prizes CoffeeTalk will take the best designs and feature them over the next few months and share your brilliance with the world. Awards will be given for: • • • •

Most likely to work Most creative use of materials Most likely to be a spectacular mishap involving the fire department Best overall plan, philosophy, execution of design, and submission story

International Coffee Consulting is proud to sponsor the prize for “most likely to work!” The prize is five hours of Coffee Tech Support from their new service to the coffee industry. Think of it as a help desk at your disposal, where all coffee questions will get answered (for a fair price). Other sponsors will most likely come on board as well, but if not, then hey, you can have bragging rights as being the first ever to win the category!

Have fun and be creative!

10 August 2014

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*Source: AC Nielsen All Outlets, 52 weeks ending 10 May 2014

11

Juan Valdez: Beyond the Bean

by Alejandra Londoño

W

hen you hear the name Juan Valdez, you likely think of the image of the Colombian coffee farmer with his mule, Conchita. You might also think of Colombian coffee promotional campaigns that for many Americans were the first glance at where coffee originated. What you probably do not realize, however, is the richness and history behind Juan Valdez and the vast impact it has on both Colombia and, furthermore, across the globe. To fully grasp the evolution of a character into a brand, it is key to understand where it comes from and, more importantly, where it is going.

The Juan Valdez character was created more than 50 years ago in order to position Colombian coffee internationally. It was designed to represent one of the more than 500,000 Colombian coffee growers represented by the Colombian Coffee Growers Federation (FNC), which owns the Juan Valdez brand. The Colombian Coffee Growers Federation realized early in its history that one of the avenues to help these coffee growing families was to make sure that consumers valued the origin of the product and the quality associated with Colombian beans. This is why, for decades, it has supported 100 percent Colombian coffee brands in all continents. Today, there are nearly 1,000 brands of 100 percent Colombian coffee around the world carrying the Colombian coffee logo as an ingredient brand.

In 2002, in response to the “Latte Revolution,” -the establishment of specialized chains that sold premium coffee and changed the coffee retail market in the 1990’s, - Juan Valdez was re-launched as a Juan Valdez signature brand with the inauguration of the Juan Valdez® Cafés. This new concept also came about when prices were at their lowest and Colombian coffee growers felt that they deserved a higher share of the value associated with specialty coffees.

Thus, the Juan Valdez® Café business was originally designed as an inclusive business. It was meant to showcase the diversity of high end Colombian coffees and its different terroirs, generating interest among coffee industry members about the varied possibilities that Colombian coffee could offer in the high end segment. Ten years later, Colombian specialty and terroir coffees have become much more prevalent in the different offerings of independent baristas and well-known specialty brands.

Juan Valdez® Café also generates value to coffee growers in brand royalties. A portion of every sale made under this brand goes back to Colombia´s National Coffee Fund and is invested back into assistance programs that focus on sustainable and competitive practices for coffee growers.

The brand royalties generated by the business have now surpassed 20 million dollars. No other coffee brand has a similar track record of allocating a portion of its revenues into similar programs. In addition, the brand has paid quality premiums amounting to more than $6 million to producers for coffees that are sold under the brand. Furthermore, 18,000 actual farmers are shareholders and see additional profits through the individual shares they have purchased.

These figures have come about after overcoming a number of challenges associated with the world economic recession that affected most European and North American markets. During the last 10 plus years, the Juan Valdez® Café brand and retail chain has diversified its focus in a number of growing markets and is beginning to step up its presence in traditional coffee consuming countries. By the second semester of 2014, a total of 270 Juan Valdez® Cafés have opened to the public. While 191 of these cafés are located in Colombia, nearly 80 new outlets have now opened in Aruba, Chile, South Korea, Ecuador, Spain, the United States, El Salvador, Mexico, Peru, Panama, Kuwait, Bolivia, and Malaysia. Several Juan Valdez® Cafés are also about to open their doors in Miami, complementing its presence in certain United States airports.

From the perspective of its owners, the growers themselves, the brand is now very successful. The business is profitable, generating quality premiums to growing families and a larger portion of brand royalties for sustainability initiatives. The most significant benefit to coffee growers is no doubt the ability to showcase the differences within Colombian coffees to consumers and clients worldwide. In order to do so, Juan Valdez aims to highlight the origins of its coffee so that people can understand the authenticity and dedication of Colombian coffee growers, as well as the rich and vast geographic and cultural diversity of Colombia. Specialized buyers and baristas are now frequent visitors to the country´s different regions, as they have become discerning coffee connoisseurs who demand the best-quality coffee in the world. The Juan Valdez brand is now eliciting not only thoughts of a Colombian coffee farmer and his mule, but also notions of the origin, history and richness of a country that boasts the world’s best coffee.

Alejandra Londoño is the International Vice President, Procafecol-Juan Valdez.

Cerrado Mineiro Region: Coffee with Origin and Quality for the World

by Juliano Tarabal There is a substantial change in coffee drinking habits throughout the world.

Nowadays, the beverage is consumed not only for drinking high-quality coffee, but for social needs as well. The consumer has become extremely demanding and sophisticated and wants to have profound knowledge about all of the stages of the productive chain: the producer, how the coffee was cultivated, its variety, origin, how it has been marketed, and distribution. He or she wants to know if the consumption is generating value for the coffee producers. The Cerrado Mineiro Region has shown its potential, and it is prepared for this challenge: to make the Cerrado Mineiro Region a reference of “attitude” for the new world of coffee in terms of the producers, the region, and the products, and to also be relevant for the new consumers.

The Cerrado Mineiro Region is the first and only coffee-growing region in Brazil recognized with the Designation of Origin status. This achievement is recent and has been awarded by the Brazilian Regulating Agency, INPI, on December 31, 2013. The coffee produced in this Region, besides having unique characteristics, presents a complete traceability system focused on the coffee producer and origin. The primary aim of the system is to inform by whom, how, and where that coffee was produced. Much more than excellent coffee, the Cerrado Mineiro Region offers the world the opportunity to get to know those responsible for the quality and differentiation of the coffee.

The President of the Cerrado Mineiro Coffee Growers Federation, Francisco Sérgio de Assis, explains: "We have discovered that the search for innovation and technology is aligned to the consumers’ interests, and for that, we will seek to always disclose new tools and information to this public."

The control of the coffee produced within the Cerrado Mineiro Region is ensured by the Seal of Origin and Quality, attesting that coffee has been produced in the region and complies with quality standards, such as to have at least 80 quality points earned in the SCAA methodology. The Cerrado Mineiro Coffee Growers Federation makes the issuing of seals, as well as the evaluation of the coffee. There are two Seals of Origin: one for green coffee and another for coffee already processed (roasted), making its way to the final consumer.

To obtain the Seal of Origin and Quality the coffee is submitted to the already mentioned analysis process, and only after complying with all the requirements it becomes apt to receive the seal and thus becomes traceable anywhere in the world. This seal is sown to the coffee bags at the moment of shipping the lot. A code to be inserted in the Cerrado Mineiro Region site is printed on the seal allowing retrieval of all information about the product: the farm where it has been produced, the name of the grower, and also the beverage’s evaluation report and its roasting curve, which is helpful for the industrialization of coffee.

Whoever buys coffee with the Cerrado Mineiro Region Seal of Origin and Quality may use in their already processed coffee packages, a specific Seal of Origin and Quality, also issued by the Cerrado Mineiro Coffee Growers Federation. In this seal there is a QR Code, which is read through apps in smartphones, that shares with the consumer the grower´s history, the farm data and location, and information on the region. In other words, it is coffee that is totally traceable from its origin all the way to the cup. This is a strong demand from the new consumer market, thus completing the entire industrialization of coffee process.

The Cerrado Mineiro Region has made the international launch of the Designation of Origin at the SCAA 2014 Conference and Expo during a luncheon for 100 guests, which included the media, roasters, producers, and authorities, thus marking this achievement and presenting the region’s entire exclusive traceability system.

There was also a stand, which was frequented by multiple visitors, where the entire conference attendance could go and visit to obtain more detailed information and insight on the traceability tool that is exclusive of the Cerrado Mineiro Region.

12 August 2014

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On the Shoulders of Giants Alton McEwen- A Man of Talent and Dedication to the Industry

A

lton McEwen, a man truly dedicated to his work. He has come out of retirement multiple times because the industry needs his help and has called him back. His skill is too great to keep hiding in retirement, and in a time of need, he has always been there for this industry.

He is a man who guides, and he has guided multiple coffee companies to help revolutionize the specialty coffee sector into what it is today. His commitment to quality can be seen in the success of the businesses in which he has been involved.

You Must Pick Coffee First McEwen is a graduate of Macdonald College of McGill University with a Bachelor of Science degree in Food Management.

In the 80’s, McEwen bought the company, Second Cup. Having visited origin, he had great respect for end work that goes into the product from seed to cup.

Having witnesses how complex and difficult the entire process is to create the final cup, McEwen gained a vast appreciation. So much so that he took 129 franchisees to La Minita, Costa Rica prior to opening their shops to ensure their passion for quality as well.

“I always say that when you are in the business to understand it, you have to go to origin because no one can explain it to you.” explained McEwen.

Jessica Tanski

Since 2006, McEwen has been on the board of Distant Lands, a roasting company that also has mills, farms, and an green trading group. In fact they have been providing the roasted coffee to Panera for eighteen plus years. Their food-service oriented roasting plant in Texas also specializes in singe serve.

McEwen has served on the Strategic Planning Committee of the Specialty Coffee Association and on the board as well.

The 80’s to Now McEwen entered the specialty coffee industry in the 80's. As with many things, the industry has evolved. When McEwen entered the industry, less than 10 percent of the market was specialty.

McEwen shares his observations, “When we first came into the coffee sector, specialty coffee was unclearly defined, it was really just five percent of the United States, it was definitely less than ten percent. Take Gloria Jeans as an example. The company is a good measure of how fast the industry grew. The first meeting of the Specialty Coffee Association of America (SCAA) in New Orleans there was about 200 attendees. Then the Berkley show and then finally we were in Seattle, serving 5,000 people just two years later. It turned from a specialty business into something else.”

To this day, every franchisee must pick coffee first, before opening their business doors.

Once the larger players, whom previously were not in the specialty sector, witnessed what was going on in the specialty industry, it, as a whole, transformed again.

McEwen served as a Director of The Second Cup Ltd. since 1988, and he also served as the President and Chief Executive Officer of Second Cup from 1988 to 1996 and from 2000 to 2004.

“They put on the ‘specialty’ hat and then specialty coffee was not as special.

It really turned from really a boutique specialty business to a mass specialty business. It helped accelerate the growth,” McEwen said.

During his time at Second Cup he was in charge of multiple United States acquisitions from 1997 to 1999. In July of 1999, McEwen decided to retire and travel to see the world. However, retirement did not last long. In October of 2000, McEwen returned to Second Cup for about 17 months after being asked to come back to help in a time of need. After Second Cup was sold to CARA in 2002, he stayed two more years and then retired for a second time.

Soon after, he retired for a second time in 2004, and moved to California.

McEwen has come out of retirement three times and is still going strong. The company had challenges and obstacles and McEwen was ready to respond.

Working Magic in Multiple Companies McEwen has been a Director of Franchising Corp., Gourmet Coffees since November 1995, a Director of Coffee People Inc. since 1998, and Director of Swiss Water Decaffeinated Coffee Income Fund and Swiss water Decaffeinated Coffee Company Inc. since July 19, 2004. He has also served as the President and Chief Executive Officer of Coffee People Inc. since May 1998.

A Trip to Origin Makes a Difference After McEwen's first origin trip, he repeated the venture and added other origin countries as well as industry conferences such as Sintercafe.

Hopes and Dreams McEwen hopes to soon see an increase in the quality of the coffee beans that are brought into the United States.

While the rise in coffee prices is frightening to some, McEwen embraces it.

“Coffee is not too expensive, there is tremendous value in it! I mean, sure there are expensive drinks served in coffee shops, but you can purchase good coffees and brew them at home. I do not have one favorite coffee. A good Central American or Colombian is always good. One that sticks out is Yiregechiffe.”

With home brewed coffees, the K-Cups are a popular topic talked about across the board. McEwen says, “K-Cups have been driven by a convenience motive. They will grow in its current state until it fills the convenience demand, which will never be 100 percent. Only then will there be an increase in quality, and not just in convenience.”

A Final Word McEwen left one great piece of advice behind. He said, “It is easy to start, but hard to stay. Study very carefully and visit lots of stores. Dig deep. Figure out what the real challenges are.”

14 August 2014

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roaster, we’ve grown over four generations

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You pour your heart and soul into your business. The least we can do is help pour the coffee.

Come visit us at Western Foodservice and Hospitality Expo, Booth # 1407.

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CT

From our beginnings as a small custom

15

Linda Smithers- 2014 Rainforest Alliance Change Agent Award Recipient

by Jessica Tanski

L

inda Smithers was recently awarded the 2014 Rainforest Alliance Change Agent Award. This award was presented to her at the Rainforest Alliance Sustainable Coffee Breakfast on April 25, 2014. The Rainforest Alliance Change Agent Award, presented at the annual Rainforest Alliance Breakfast at SCAA April 25th, 2014. This award honors sustainability champions that strive to make vast differences within the industry.

Smithers received this award in acknowledgement for her dedication to the industry, innovative efforts to promote producer best practices, her extensive leadership efforts in the Rainforest Alliance Cupping Events, and her dedication to coffee quality improvements.

“We are thrilled to honor Linda for her superior commitment to promoting sustainability in the coffee industry over the past decade,” said Alex Morgan, the Senior Manager of Sustainable Agriculture at the Rainforest Alliance.

Daterra Achieves Climate-Smart Verification Smithers, past president of SCAA is currently the head of the North American Marketing department for Daterra Coffee, a Brazilian coffee farm that achieved RA Certification in 2003 and was the country's first farm to meet comprehensive social, environmental, and economic standards of the Sustainable Agriculture Network.

The Rainforest Alliance works to conserve biodiversity and improve livelihoods of individuals with the implementation of their sustainability standards. These standards are designed to stimulate ecological, social, and economic benefits. Rainforest Alliance certification validates that all standards have been met, sustainability efforts are being achieved, and the parties involved are benefitting.

Daterra was also the second coffee farm in the world to achieve Rainforest Alliance climate-smart verification. The company gained this verification by meeting inclusive standards that help farms reduce emissions, increase carbon storage, and adapt to changes in the local climate. Climate-smart verification is achieved when farmers complete the requirement of conserving already existing forest on their farms, while also planting additional trees. Farms also adopt soil conservation methods that sequester carbon by utilizing organic matter as compost and burying fertilizer to help reduce emissions. By adopting such practices, coffee farms are preparing for the challenges that are caused by climate changes that are already evident throughout the CC-0579_MoveCoffee_BB-0729 4/9/14 3:16 PM Page 1 world.

Smithers and the Cupping for Quality Program Smithers has played a key role in various cupping events over the past decade, often serving as the lead-cupper herself. In 2003, Smithers helped to launch the Rainforest Alliance Cupping for Quality Program. This program is essential to establish great quality coffee uniformly throughout the world.

The Cupping for Quality program was developed in an effort to link sustainable farming practices with coffee quality. It was also created to recognize farmers for their hard work and dedication in adopting rigorous sustainability standards on their farms.

“Through Smithers’ efforts, our cupping for quality program has now developed into an invaluable tool for farmers, helping them improve crop quality, while championing the rigorous social, environment, and economic standards for Rainforest Alliance certification,” said Morgan.

The Cupping for Quality program is also useful to various farmers and their farms. This program can help to identify different areas that may need some improvement. This has translated to improvements in coffee crop quality, and of course, the cupping scores of the coffee has improved year after year because of this program. Farmers who adopt the practices for Rainforest Alliance certification are going above and beyond what is expected. They are greatly improving the quality of their beans, while simultaneously conserving natural resources, protecting wildlife habitat, and also supporting their local communities.

“Practices that are implemented on the farm level must translate to quality in the cup.

These cuppings are not a contest, but rather a way to provide farmers with invaluable feedback on the quality of their beans, while also linking sustainable farming practices to quality beans,” said Smithers in regards to the Rainforest Alliance 2014 cupping results.

Smithers has done great work in the sustainability efforts of Daterra Coffee, which reflects on the entire industry. She has aided the Daterra Coffee with the tools necessary to reach sustainable success. She has worked long and hard to not only better the Daterra Coffee Company, but also the industry as a whole. A big congratulations to Linda Smithers, the most recent recipient of the 2014 Rainforest Alliance Change Agent Award. You deserve it!

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Coffee Service Corner

A Bright Future for the NAMA Emerging Leaders Network

T

Jessica Tanski

he NAMA Emerging Leaders Network (ELN) is something very new to this industry. Its basic foundation is something that should be mirrored by other industries. It is one giant step in the right direction to making an industry ever lasting, and flourishing as new generations come and go and leave their marks in an organization.

In the Near Future The NAMA Coffee, Tea, & Water show will be held on November 11, 12, and 13. This year it is being held in Dallas, Texas. The NAMA ELN plans to meet at this conference and discuss current and future issues within the industry and how to handle them to properly generate a positive impact.

While the ELN is still in the works, it is already making a positive impact. This group is just that, a network. A network that is absolutely necessary in creating something spectacular. Here is what they have been up to recently!

The NAMA ELN is also getting involved in the Washington Public Policy Conference that is held in Washington D.C. in early September of this year. This event is a prominent and influential assembly for strategic face-to-face interchange with key members of Congress, their respected staff, and top regulatory officials.

Membership Since the original launch, membership has increased to roughly about 100 members. Their LinkedIn site has more then 71 followers. This site allows the ELN membership to stay up to date and receive information in a matter of seconds. Paul Tullio, ELN Chair, says, “Having the network allows us to address the issues on a broader scale both locally and nationally.”

The Launch of the Steering Committee Recently, The NAMA ELN has announced the formation of the Emerging Leaders Network Steering Committee. The committee was formed this year just before the NAMA OneShow in Chicago on April 9, 10, and 11. The show had over 4,300 people in attendance. So far, there are 14 members in collaboration to ensure that the implementation of this committee goes as smoothly as possible with the most beneficial impacts for the industry.

The committee’s goal is to provide broader ELN participation in various leadership-related events and activities for future ELN opportunities and developments. It is designed to guide the industry and the various leaders in the right direction to continued successes.

"I'm looking forward to working with our newly formed Steering Committee," Tullio said. "Many NAMA members are excited about the future of the ELN, and I want to ensure the group takes advantage of its considerable potential."

A monthly conference call is arranged for the committee to have the opportunity to interact and bounce ideas around to see what they can do to better the industry as a whole, what they personally can do for the industry, and how to accelerate forward. Their first conference call was held on May 20th and was greatly successful.

Last year, five NAMA members attended this conference. NAMA members joined board members to discuss the issues that are affecting the industry. These members gained a great deal of knowledge and met individuals to further network with. This conference is beneficial for everyone who attends.

“What our attendees can gain is this, more experience dealing with legislative issues in the industry, build a greater network, and strengthen ties with legislators and members,” says Tullio.

Five Years into the Future When asked, “Where do you see the NAMA Emerging Leaders Network five years from now?” Tullio answered, “Continuing to grow as a network and continuing to bring talented young people into the industry.”

Anyone that is involved can make new connections within the industry and even out of the industry.

Because of these newly formed connections, along with already existing connections, they have various additional people that they can turn to for their businesses and local and national legislatures.

They can work together in win-win situations to better the community, industry, and their businesses.

Tullio said, “Members can continue to grow and expand their network to give them additional information and have better help when an issue arises. They have a network to tap into.”

The NAMA ELN is marking milestones within the industry. Seeing that there is a need for change is the first step in making changes, and recognizing that there may be generation gaps is the initial phase in beginning to close them. We are in an industry where communication is always needed and change is an inevitably going to happen. With the recent installation of the NAMA ELN Steering Committee and the year’s future endeavors with congress, the ELN is bound to make history and progress to future successes.

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Marketing Miracles

Leadership from the Backroom to the Boardroom

S

Mike Dabadie

ustainability in the coffee category has become a sort of “greens fee.”

animals, and people from where the very beans of this coffee had been

You get the pun. Look around and one can see a mix of innovative

grown. It was his way of knowing that the consumer cared enough to buy this

businesses that are out front mixing with “first move” and “follower

sourced coffee.

brands” all equally telling stories about their environmental goodness and why it is important for a multitude of stakeholders to pay attention to these

The point was not the consumer purchase as the action to reveal that they

altruistic deeds. Many go beyond only focusing on something generally

cared. The point was that the coffee company buying this green coffee cared,

good for the environment to pursue sustainable policies that are

and in doing so, made a statement about its leadership style and

its own values. In the end, there was a great deal of caring for “He said friendly, among many others. that the consumer this issue. would never care Starbucks is under a lot of criticism for the recent In marketing, these activities often fall into the about bird issues in South announcement that the company would help defray classification of issues management, content marketing, thought leadership, building corporate America, and we would the cost of some college tuition for its employees. image or reputation, and connecting with never sell coffee that was The program may not be perfect, but at a time when the nation is in deep conversation about the rising consumers all for the goal of driving better business bird friendly, organic, cost of college tuition and mounting student debt, results. But for some companies, these practices sustainable, or stood here is a company that acted. And with that action, are woven into the very corporate cultural tapestry of their values and behaviors of leadership, no matter for the prevention of it never tied, at least not yet, a specific product to the what the business results may be. There are indeed deforestation.” education program. Sure, I get the intention and implied specifically fair trade, bird friendly, shade grown, and soil-

link between goodwill and building brand preference, but this

businesses in our category doing the right thing, not because

it will make them a buck, but because they believe in the governing

was classic leadership in execution.

paradigm of doing what is right.

Between these two coffee companies, what kind of leadership is on display?

However, it is not always this way. I can remember a CEO who had the best

What are the important dimensions of leadership? A mentor of mine worked

of intentions and was the personification of a successful businessman, but he

for every manner of leader in the world and distilled his thoughts to many

could not figure out why we would sell coffee from a particular region just

of the following elements of leadership. He was the type of leader that we

because it helped migratory fowl. He said that the consumer would never

wanted to follow, and not because he told us to, but rather because we were

care about bird issues in South America, and we would never sell coffee

better personally as a result.

that was bird friendly, organic, sustainable, or stood for the prevention of deforestation.

Below I distill what we observe as the behavioral elements most common in effective leadership. I have added some of my own elements based on recent

After much internal debate, he then agreed to sell this coffee when he learned

experiences with people and organizations that I admire.

of the bird’s migratory pattern – they rested in land and flew a pattern over the very state where his coffee was sold. So, even though it was sourced from a region that he should have cared about, but did not, the region that

Mike Dabadie is the founder of Heart+Mind Strategies, LLC,

mattered the most to him was the one where the coffee was sold and not

a research consultancy that continues to pioneer the use of

where it originated.

personal-values insights and marketing. He can be reached at mdabadie@heartandmindstrategies.com.

The metric of success that he always used for this program was how many bags of this coffee were sold, not that it was a good thing to help the land,

18 August 2014

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Step 2. Fill the grounds…

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Step 4. Steep for 4 minutes…

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Fill in the ground coffee (50g).

During the perfect marriage from grounds to coffee, please remember to warm your cup/pot to maintain the temperature.

A cup of excellent coffee is ready to serve. www.handybrew.com/DSF-HOT.html

19

The Last Mile

Post-Roast Dynamics and The Science of Packaging

I

t is tragic when good people do bad things to excellent coffee. Some just make me cringe, like storing beans in Lexan dispensers, leaving naked beans to soak up the sun, degrading by the second, while smearing the evidence – all those essential, beautiful oils – all over the plastic on display for the world to see. That is just no way to treat a bean, or any bean for that matter. Or, how about beans displayed in those huge open barrels, like prize pickles at a weekend farmer’s market. Ah, but those coffee aromas… so good! Make that, so bad, because those aromas delighting your nose are now gone forever, taking flavors with them on a nonstop flight to nowhere.

While knowing how little is understood about grinding outside of coffee professionals, who would ever turn over the keys to the store’s grinder to a once-a-month customer, just itching to over-rev that machine like a souped-up Vespa, turning everything in its path to dust? “Self-grindand-bag” should come with the risk of prosecution.

volatile aromas. Knowing that time is of the essence, some roasters, for example Intelligentsia, stamp roasting dates on bags, which is useful and noble if retail staff is vigilant about discarding post-prime bags. Date stamped or not, I tell my students to place the valve close to their nose and squeeze the bag gently to let just a little gas escape, then give a little sniff to see if good, fresh aromas are in evidence.

I could go on and on.

And now for that question for the ages: to chill or not chill to extend beans’ useful life? While I used to favor refrigeration under certain circumstances, my thoughts on this topic have recently evolved with research showing that the oxidation promoted by refrigeration outweighs the good it does to stunt degassing. Whole beans kept in airtight containers away from light in a dry place, is my new recipe. (Better yet, just invite over all of your friends, empty and grind the contents of a full, primo bag at peak potency, prepare it your favorite way, and enjoy. Coffee is, of course, a social beverage!)

Like so many things gone sour, these crimes to beans come down to a lack of knowledge; in this case, knowledge about the dynamics of roasting and what happens soon afterwards. When I lecture on this topic, I start by explaining that roasting, like any chemical reaction, neither destroys nor makes anything, but rather, it transforms just about everything. Subjected to heat, small, hard, green beans, with hardly a trace of aroma, metamorphose into bigger (yet more delicate), brown, fully aromatic creatures, kicking off lots of (in coffee’s case, precious) carbon dioxide along the way.

Assuming a good roast, the problems start there, with roasted coffee losing up to 40 percent of its essential, delightful aromas after only eight hours’ of exposure to air. As I have written before, how much degradation actually occurs stems from an epic battle between coffee’s own Cain and Abel: a pair of sibling processes with polar opposite effects. “A” is for aging (and Abel), the do-good brother inspiring positive, naturally occurring chemical and physical steps that, over time, optimize coffee’s aromas and flavors. And then there is staling – coffee’s Cain – which brings negative, yet still natural changes to aroma and taste, wreaking havoc on his brother’s good works.

For about the first 24 hours after roasting, coffee beans contain too much carbon dioxide to be brewed properly, especially if the brewing method is espresso, because their aromatic components are unstable, producing a less flavorful liquid than fully matured roasted beans. (Think about a Polaroid picture about 30 seconds before full development, it is just a tad out of focus.)

However, on the flipside, beans that are not properly preserved or used too long after roasting lose too much carbon dioxide, surrendering too many volatile aromas in the process and making for weakness in the cup.

Which brother wins any given post-roast cage match comes down to one thing: packaging. When it comes to bags, one-way valves are like good insurance policies; you should not go through life without them. Along with protecting its contents from moisture and light, like any opaque package, bags with valves allow coffee to be packed soon after roasting without forced degassing, which is never a good thing. The valves keep essential carbon dioxide in the bag that forms a barrier against oxygen and its degrading effects, slowing down staling.

Meanwhile, the valves do let out trace amounts of carbon dioxide to keep bags from exploding under normal rises in atmospheric pressure.

20

Giorgio Milos

However, that escaping gas, minute as it may be, takes with it some essential,

Non-valve bags are essentially containers without seals; for all intents-andpurposes open, rendering forced degassing unnecessary. Coffee can be put in bags soon after roasting, and indeed, some purveyors, such as Blue Bottle, bag and ship coffee the day it is roasted. But beware: too young and carbon dioxide-rich beans will produce overabundant crema in the cups of espresso lovers – yes, there can be too much of this good thing – while beans degassed too long are degraded and weak, producing insufficient crema.

Which finally brings us to cans, the most misunderstood of all coffee storage vessels. It is a shame that vacuum packing has gotten a bad rap because it outperforms any bag at protecting roasted coffee from moisture, oxygen damage, and light. However, vacuum packing carries one damaging, inescapable requirement: the need to completely degas coffee before sealing to keep the can from expanding or possibly even exploding. Essentially, shelf life’s gain is aroma and flavor’s loss. (For the record, I think that vacuumpacked “brick” bags are the best application of this method. Look for bags that have somewhat lost their brick-like shapes: a good thing, indicating that some flavor-preserving gas remains inside.)

Some innovation-minded roasters use a pressurized canning method invented by Francesco Illy more than 80 years ago that, in my opinion, still reigns supreme. After drawing out air, his schema introduces inert nitrogen gas to push out residual oxygen, while upping pressure in the can. This process creates a natural, flavor-retaining barrier that is far stronger than any in a valve bag, trapping the vital volatiles that normally escape into nothing.

The key period is the first 10 to 15 days after packaging, when a strong aging effect takes place that actually improves coffee quality, the high internal pressure spreading natural oils around the coffee cells (see photo). Flavors are, in effect, infused into those oils, ready to be extracted during the brewing process.

OK, so I am partial, but I can tell you in good faith that my position on pressurization is supported by sound science and years of validating research.

Bag, can, Grecian urn…you name it…understanding the dynamics of freshly roasted coffee is critical to making sound decisions about packaging.

Giorgio Milos is illy’s award-winning Master Barista and illy’s North American Barista in Residence who regularly ventures beyond the cup to study the biology and chemistry of the coffee bean, continually striving to master the beverage that is his passion and profession.

August 2014

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21

Retailer/Roaster Profiles Chazzano Coffee Company’s Success Philosophy Chazzano Coffee Company 1737 E Nine Mile Rd Ferndale, MI 48220 +1 (248) 691 - 4256 Frank Lanzkron-Tamarazo www.chazzanocoffee.com

H

ey guys! Today we are talking to one of the most accomplished and unique business owners in the industry - Frank Lanzkron-Tamarazo. Read our interview with him below:

V. You have a book called “God Cries and An Angel Loses its Wings.”

Catchy name! Please tell our readers what it is about and how did the idea for it come along?

L. Well, wine has 750 different flavor profiles and coffee has over 1,500 notes. We roast 20 different single origin coffees fresh every day. I never understood why anyone would put sugar or cream in coffee. If the coffee does not enrich your life and you need sugar, it is either not fresh or roasted poorly. So, when someone asks for sugar or cream in his or her non-espresso based beverage, we say, “You should try it first! This is the best cup of coffee you will ever taste.” I pause, there is quiet in the cafe, and I state, “Do you know what happens when you put sugar or cream in Chazzano Coffee? God cries and an angel loses its wings.” That is where the name of my book originated. However, I wrote the book about creating community in your business and building relationships with your customers. Even though we have over 200 wholesale accounts, retail is 60-70 percent of our revenue. When a new customer visits us, we interview them about what kind of coffee they want. Do you want something bold, something rich, chocolaty, fruity, or nutty? We will have them smell 10-15 different coffees and then we will ask them if they want it brewed as a French Press, Vacuum Syphon, Turkish, Pourover, Espresso, Iced, Cold Brew, or Aeropress. After we have destroyed their will to live because of the sheer amount of choices, we will ask, “What do you do for a living? What is your target market?” If the new customer just moved into town, we will let them know that we know some great plumbers, insurance agents, landscapers, pediatricians, dentists, etc. If a CPA is looking to hire more accountants, I will look for accountants who are not happy in their present jobs and refer them to the CPA. As a coffee roaster and coffee shop owner, I have tremendous power to do good in the world. Sure, it is impossible to get better coffee anywhere, but the true value that we give is teaching our customers and business friends how to grow their lives and their businesses. The book discusses the various techniques that will help you grow your business and create a balanced life for you and your family.

V. What kind of advice/secrets would you give to those starting this kind of business now, both roasting and retail?

L. Make sure that you are special. Read the Blue Ocean Strategy. The strategy is that if you create a business that is unique, you will not have competition. Your business should seem like it is on an island surrounded by blue ocean and that the sharks are unable to touch you.

Figure out how much money you truly need. I have seen many cafes quickly go out of business because they did not realize the amount of money they needed for payroll for the six months before people know that you even exist.

The most important advice is to buy high quality coffee. Buy from a coffee roaster that you trust. The coffee roaster should be crazy passionate about coffee and his/her business. Do not look for inexpensive products. Look for products that will make your customers proud.

Buy local, organic, or Fair Trade for all of your products.

Educate your customers constantly. They will never become bored if you speak with passion in your eyes and voice. You, the owner, must be present all of the time during the first year, at least. You do not really know who and what you are until you are in business for a year. Train your employees by example. They need to hear you speak to customers, see how quickly they need to move, and you need to gently critique them so that they know what is expected of them.

Unfortunately, the old saying, you need to spend money to make money, is true. Spend copious amounts of your money on smart branding and marketing in the beginning. It

Maxim Vershinin

produces quick visibility and credibility, which will lead to greater profitability.

Plan on your successor before you open the business.

If you are baking cupcakes after three years until 3 o’clock in the morning and you do not get a chance to spend quality time with your family, you will hate your life and you will hate your business.

V. What is unique about you? What separates you from others?

L. We roast over 20 different single origin coffees fresh to order. After 2.5 weeks past the roast date, we buy back coffee that is on specialty market shelves, replace it at no additional cost, grind it up, and donate it to homeless shelters and low-income housing. We call all of our 200 wholesale accounts weekly. We provide them with enough coffee for just a week and a half at the most. We train every account how to sell and brew our specialty coffee. All coffee is roasted to order. None of the coffee on our shelves is more than two days old. For all of our restaurant and cafe accounts, we pair the coffee selection with their menu. If your Italian restaurant has a special caramel/ fennel gelato, we will pair our coffee with the notes of the dessert. If your bar sells a lot of Mt. Veeder cabernet, I will find a coffee that will cut through the bold, rich mouth feel of that wine.

You could starve to death in our cafe. We do not offer a bite to eat because we want you to enjoy the 1,500 possibilities that coffee offers. Will I ever serve food in my cafe? Never. We have organic loose-leaf tea that we purchase from Zen Tea Traders. It is difficult to find anything of higher quality than our coffee or tea. My passion is in coffee roasting, business, and referral marketing. I love food, but my wholesale accounts employ some of the greatest chefs in the area. I cannot possibly provide the same quality. We are about the coffee – that’s all.

In the cafe, we offer a flight of coffee. Four different coffees brewed as a French Press with cupping forms. In addition, we have frequent coffee cupping parties where you will be involved in violent sipping and sniffing of four different coffees. Finally, I trademarked, “Drinking for the Cycle.” You may have heard about “Hitting for the Cycle,” where a baseball player hits a single, double, triple, and home run in the same game. At Chazzano, we drink for the cycle by trying the same single origin coffee as a French Press, Iced, Vacuum Syphon, Espresso, Pourover, and Turkish. Again, we speak about the various flavor profiles that occur from brewing the coffee differently.

We have been breaking the paradigm of traditional coffee roasters. We do not supply the equipment to our wholesale accounts. If you love our coffee and understand how much you can profit by having our product and customer service, you should buy your own equipment. I want to ensure that if you stop loving us, then you can break the partnership immediately. We only want accounts that love us and will brew the coffee correctly. You purchased your furniture, your cooking utensils, and the artwork on your walls, why would you not purchase the coffee equipment?

V. What kind of roasting equipment do you use, brand and model?

L. We use a US Roaster 5K roaster. It is fire engine red and it looks like something from Willy Wonka's Chocolate Factory. I was happy to find an American manufacturer of roasters. In addition, the roaster is electric. I wanted to do without a large purchase of an afterburner.

V. At last, is there something else you would like to communicate to our readers?

L. If you live your life with passion and joy, and you love what you are doing, then the money will follow. Treat everyone around you with compassion and find reasons to smile.

Spend your life learning about everything you can get your hands on. Look for that balance in your life between business, personal, and family.

Maxim Vershinin has been a columnist for CoffeeTalk for the last few years highlighting various roasters and retailers in the industry. He has lived in Peru for the last few years and is now furthering his education at Columbia University seeking a B.A. in economics.

22 August 2014

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23

Roasters Rock

Listening to your ‘Inner-Roaster’

Rocky Rhodes

Folly of a Roaster Geek

“

when the beans were ‘dark and oily.’ Not much help; just go for it. As it turns out, in about 9:30 minutes smoke poured from the roaster so I dumped the ‘dark and oily’ beans. I gave this coffee to my neighbor who does not know any better and tried again. This time I used the Ov-Glove to sneak peeks inside and got a nice 11:30 roast into the 1st crack.

Dang it! I am out of coffee at home. I need to roast something.” And that is how it started. What happened next was an unfolding of roaster geekness that only those of us that roast will understand.

I needed to roast some coffee. Simple enough. Go get a green sample from the stack in the corner left over from old projects and torch it up. A caffeine fix is needed and the beans are green. Green to brown, grind, steep, press, drink.

But alas, I distracted myself.

The compettitors

I was recently in Taiwan and visited an Aboriginal village that is reinventing itself as a third wave coffee community.

They bring coffee tourists in and allow them to pulp, wash, dry, roast, and prepare coffee in their processing center / tourist house. To roast the coffee they had a terracotta pot that was modeled after some hundreds of years old thing they used to use to roast coffee over the fire. It is a modern piece now with enhancements in the structure and glazing, but ultimately, it feels like a step back in the past. I bought one of these roasters and brought it back to my home office where it looked pretty on a shelf.

It is about time I test this roaster! So I got an ‘Ov-glove’ (a hot pad you wear like a glove) since the pot will get freakin’ hot and decided to roast some coffee over the flames of my gas stove. I decided that I would use this very large sample of coffee I had left over from a small farm in Concordia, Colombia where I had done a project. The coffee has both a brightness and body so it would be a good test.

24

1800's Hearth Roaster

But wait… I should compare this terracotta roaster with another roaster to see how they compare! I think I will get the old Hearthware air roaster out and compare a convective heat roaster with the almost 100 percent conductive heat roaster in the pot. That will be interesting to cup the results if I can control the devices enough to match roasting parameters. I decided to use the roasting protocol for samples being graded by The Coffee Quality Institute (CQI): Between 8 to12 minutes at whole bean Agrtron 58 +/- 1 and ground color of Agtron 63 +/- 1.

Taiwan Clay Pot

But wait, if I have a convective roaster and a conductive heat roaster, I should get a drum roaster to see what the difference is when I add a little radiant heat. Since I have not got a Probatino handy in my home lab, I wondered what I could do. I KNOW! I bought an antique roaster from the 1800’s off Ebay about ten years ago and I always wanted to try it. The design is quite simple. Picture a soup can with a slider door cut into the side. Get a metal rod with a wood handle and stick it into the can and then you essentially had a little barrel roaster. There is a baffle inside of ‘the can’ and when you spin it, you get action of the beans being moved and tumbled. Add a wire hook to the outside so you can hang it on the hearth in the fireplace and there you have it, an 1800’s home barrel roaster.

Air Roaster

Time to Roast!!! I started with the 1800’s roaster. First problem with this roaster, you cannot see the beans once they are inside. Oh well, roast by sound. I also consulted “The Frugal Housewife,” published in 1820, which explained that the proper way to roast coffee was to stop

Next up was the Taiwan terracotta pot. There is a hole in the top of the pot about the size of a sight-glass on a conventional roaster. The handle is hollow. I first thought this was for smoke to be carried away. As I approached the end of the roast I realized that this was actually for dumping the beans. You just lift the pot and they dump out of the handle. I found that by adding a 21st century iPhone with a flashlight app that I could get a good look at roast development inside the pot. I got this roast out in 9:45 just into 1st crack.

Last was the roaster I was most familiar with. I set up the Hearthware outside since I modified it a bit. In order to get a roast, even approaching eight minutes, I had taken off the chaff collector on top so the air just flows straight through the beans and carries the chaff all over the place.

I also periodically switch to cool mode to slow it down. I also manually agitate the machine the whole time to get an even roast. This roast came out in 8:45 minutes just into the 1st crack.

Time to Cup!!! I stole a little of my samples for the days coffee, but waited 24 hours to officially cup my results. I got my daughter to ‘blind’ the coffee for me. I used the SCAA form and was surprised at how different they were.

A: Bright and thin: 83.5 B: Flat and a bitter finish: 81.25 C: Nice balance of acidity and body: 85.25 Then the reveal surprised me.

A=Hearthware. I pretty much guessed that A was the air roaster due to the brightness and lack of sugar development.

B=Taiwan Pot. Wow! I did not expect that. With all of the agitation I did to keep the coffee moving I thought it would have developed nicely rather than take on such a baked profile.

C=1800’s roaster. Well I will be damned! Sometimes older is better. It has more technology than a pot but a far cry from an electric air roaster. I was totally impressed with the results!

I do wish I had not burned my thumb checking roast color development though! My inner roaster geek is going to try a few more experiments now…

The results are in...

August 2014

Rocky Rhodes is an 18 year coffee veteran, roaster, and Q-Grader Instructor, and his mission now is to transform the coffee supply chain and make sweeping differences in the lives of those that produce the green coffee. Rocky can be reached at rocky@INTLcoffeeConsulting.com

Photo by Trish Rothgeb

Batch Brew Re-Imagined WWW .SERAPHIM . COFFEE 18339 Hp4c Seraphim v2CT.indd 1

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The Power of Good

Siri Khalsa

GMO Foods

What Could Be Lurking in your Favorite Café Snacks…

After the insertion takes place, the changes are not stable. In other words, as the genome continues to adapt, changes are idiosyncratic and continue to happen. This is how two ears of corn from the same stalk may vary in nutritional content, or even appearance.

Editor’s Note With healthy living and healthful foods constantly being brought to the market, it is important that the following topic gets addressed. We understand that the majority of our readers are in the coffee industry.

However, some of our advertisers are promoting this healthy lifestyle trend. Many cafes and coffee shops serve food with the label non-GMO printed on it, and some people may not understand what it means.

Well, this article is here to help explain the meaning behind the label.

Splice ‘n’ Dice The public perception of this technology is that genes are like Lego blocks, independent pieces that snap into place.

W

For centuries, gardeners, farmers, and ranchers have crossbred plants or animals to increase the odds of getting desired traits. This is a technique (hybredizing) that relies on reproduction to pass on genes. A simple example is crossing apple varieties to insure sweet and hardy fruit. Sometimes these experiments work out; sometimes they do not.

e all eat and, intuitively, most of us do not trust food if we know somebody has tampered with it.

What would be your response if you learned that genetically modified (GM) foods have been totally untested for their effects on our health? That it is industry influence, not sound science, which has put them into our mouths? Further, overwhelming scientific research indicates that the foods should never have been approved.

On the other hand, genetic modification is extremely haphazard. There is nothing precise about it. When genetic crops are engineered, a gene is “inserted” randomly into a code sequence that has evolved over hundreds of millions of years.

Having discovered the truth for themselves, our European neighbors have outright refused our genetically modified foods. In essence, the EU has told the World Trade Organization and the United States, “We will pay the fines, but we will not buy the poison.” More startling, even hungry African nations will not accept GM foods.

Most frequently a gene from one species is inserted into the gene sequence of a different species. It is a random insertion because we have neither the techniques nor the understanding to place the genes. Using the word insert as though we exert some control is grossly misleading.

Thus far, the producers of these foods have avoided labeling because they know it would decrease sales. How do you like that?

According to the Center for Disease Control (CDC), food is now responsible for twice the number of illnesses in the United States that scientists originally thought seven years ago.

We’re Eating Genetically Modified Food. Is it Safe?

There has not been a single animal or human study demonstrating that these foods are safe for consumption.

Yet today, in the US, they are present in 60-70 percent of processed foods. (This is bound to increase since GM potatoes are now in supermarkets.)

The above quote is from an article about contaminated food, which appeared in the New York Times (March 18, 2001). Over the seven years referred to, there were 35,000 deaths, over two million hospitalizations, and 500 million illnesses related to food. And, these are only the reported cases.

Today, most non-organic US corn, soy, cotton, and sugar beets are genetically modified organisms (GMO).

Combined, these provide a vast portion of the sweeteners, fats, and additives used by food manufacturers. Plus, they comprise nearly all of the feed used by the meat industry.

In 1990, before GM foods, not one state population had over 19 percent obesity. Now, 20 percent or more citizens are obese in every state. Twelve states have 30 percent obesity!!!

The American Academy of Environmental Medicine takes the stand that GM foods actually cause adverse health effects. They ask that physicians advise patients to avoid GM food. In fact, the GM foods most of us eat every day were mutated with the same process recounted above.

The Fix is In In the early 1990s, the scientific consensus at the FDA was that GM foods were inherently dangerous and might create hard-to-detect allergies, poisons, gene transfer to gut bacteria, new diseases, and nutritional problems.

Those scientists recommended rigorous long term testing of these new foods!

Your Right to Know. What can you Do? 1. Demand Labeling. The overwhelming majority of U.S. Citizens want GMOs indicated on food labels.

2. Call, Write, or Visit your elected representatives to ask for their support in labeling.

3. Buy local, organic, or foods that are labeled non-GMO. Knowing your food is safe makes a difference.

GM “foods” have been creeping into our food supply since the mid-1990s. Unless you buy only certified organic or Label Project foods and eat only foods made from scratch, then you are eating GM foods and so is your family.

What is Genetic Engineering?

Genetic engineering involves blasting DNA arbitrarily into an established gene sequence. This crude insertion process interrupts the genome’s programming in unpredictable ways. It can: 1) Mutate or permanently turn genes on or off 2) Alter RNA or proteins in plants 3) Produce allergies or toxicities 4) Trigger further impacts, which continue to occur through time

Additional Resources: The NON GMO Project Siri Khalsa is the editor of Nutrition News, and she has been writing for the publication for many years. She has the passion and dedication to educate readers on the health benefits on tea and coffee.

azul

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THANK YOU! Daterra farm staff for making 2014 an exciting and exceptional crop year.

We can’t wait to share it with the whole world.

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NewsBites Vitamix President and CEO Jodi Berg Receives EY Entrepreneur of the Year™ 2014 Award Jodi Berg, president and CEO of Vitamix, has received the EY Entrepreneur Of The Year™ 2014 Award in the Family Business Category in the Northeast Ohio region. Vitamix, a fourthgeneration family-owned manufacturer of high-performance blending equipment for home and commercial use, was founded by Berg’s great grandfather in 1921. The award recognizes outstanding entrepreneurs who demonstrate excellence and extraordinary success in areas, such as innovation, financial performance, and personal commitment to their businesses and communities. As a Northeast Ohio award winner, Berg is now eligible for consideration for the Entrepreneur Of The Year 2014 national program. Award winners in several national categories, as well as the Entrepreneur Of The Year National Overall Award winner, will be announced at the annual awards gala in Palm Springs, California, on November 15, 2014. The awards are the culminating event of the EY Strategic Growth Forum®, the nation’s most prestigious gathering of high-growth, market-leading companies. Now in its 28th year, the EY Entrepreneur Of The Year program encourages entrepreneurial activity among those with potential and recognizes the contribution of people who inspire others with their vision, leadership, and achievement. For more information, please visit www.vitamix.com.

Coffee Fest is coming to Portland to Discover the Best in America Coffee Fest is coming to Portland, Oregon at the Oregon Convention Center on October 17-19, 2014. Some of the industry’s finest brands will be exhibiting, as well as local companies. Coffee Fest Portland is gearing up to host this year’s final rounds for America’s Best Espresso, DaVinci Gourmet’s America’s Best Coffeehouse. America’s Best Espresso Competition and America’s Best Coffeehouse are conducted annually for three regions of the United States and Canada. Every coffee roaster in America and Canada are welcome to participate during the Coffee Fest in their region. There are three winners chosen from each region, and the first place winners (Coffeehouse) and the top four (Espresso) are moving on to the national competition in Portland this October. In America’s Best Espresso competition, contenders go head to head pulling their best shot of espresso to impress the judges. For DaVinci Gourmet’s America's Best Coffeehouse Competition, the six regional champions will come together with each of the six serving the customers and judges on Friday and Saturday. The top three will earn a shot at the championship with first, second and third being determined by the competition on Sunday. Come be the first to know who has America’s Best Espresso and the Best Coffeehouse in all of North America!

For more information, please visit www.coffeefest.com.

Coffee Fest St. Louis ’14: Winners and Accolades Coffee Fest St. Louis 2014 is thrilled to announce the results of its just completed show.

Below are the winners of these events!

Coffee Fest Latte Art World Championship Open: first place: Cole McBride – Publicus, Las Vegas, NV, second place: Simeon Bricker – The Roasterie, Kansas City, MO, and third place: Kazuma Ozaki – Air Café, Nagoya, Japan.

DaVinci Gourmet America’s Best Coffeehouse: first place: Palace Coffee Company – Canyon, TX, second place: Sump Coffee – St. Louis, MO, and third place: Blacksmith Coffee - Houston, TX. America’s Best Espresso’s: first place: Sump Coffee – St. Louis, MO, second place: Goshen Coffee Company – Edwardsville, IL, and third place: Thirty-Thirty – Peoria, IL. New Products/NonConsumables: first place: Coffee Shop Manager for Coffee Shop Manager for Microsoft Surface PRO, second place: America Barista & Coffee School for OnlineBaristaTraining.com, and third place: XTRA LLC for the Brewing Capsule for Kuerig K-Cup Brewers.

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New Products/Consumables: first place: Torani’s Sweet Heat Syrup, second place: Island

Rose’s Island Rose Tea Shandy Half Tea/ Half Lemonade, in third place: Cappuccine’s Lemon Velvet Mix. For more information, please contact Veronica Welch at Ronnie@cwrpartners.com.

Coffee Shop Manager Wins 1st Place New Product Award at Coffee Fest Coffee Shop Manager, a Granbury Solutions Company, won first place in the New Products Awards this year at Coffee Fest.

Coffee Shop Manager took the lead in the non-consumables category with its fully featured tablet based point-of-sale and loyalty technology. The New Products Award is a prestigious honor that the hosts of Coffee Fest present to an exhibitor for the most innovative new product that also has mass retailer appeal. Attendees of Coffee Fest vote on their favorite new product at each Coffee Fest Event. “We are greatly honored to be recognized by the specialty coffee community in this way,” commented Granbury’s CEO Tom Bronson. “We strive to provide fully integrated solutions that simplify ordering and help coffee shops build a stronger relationship with customers. This award confirms that our innovative approach is in line with the needs of coffee retailers.”

Coffee Shop Manager for Microsoft Surface Pro Tablets empowers specialty coffee retailers to easily handle everything- from complex drink orders to customer loyalty. For more information, please visit coffeeshopmanager.com.

Holiday House Distributing Introduced New Vice President of Sales!

Holiday House Distributing is proud to announce the addition of Roger Stewart as Vice President of Sales.

Previously, Roger had been the NAMA Director of Coffee and Water service since 2003. Prior to his employment at NAMA, Roger was Vice President of Sales for a large office supply wholesaler in Grand Rapids, MI. US Office Products (USOP) acquired that company in early 1997. That same year, Roger relocated to Seattle, WA, and he was appointed as VP of Business Development between US Office Products (USOP) and Starbucks coffee. Roger was later selected as the President of AAA Coffee in Seattle, WA. AAA Coffee was a $13 million office coffee service company and was a division of USOP. Later he became VP of Operations with USRefresh (OCS/Vending division of USOP), as well as President and owner of his own coffee service operation in Grand Rapids, MI. Melitta USA Increases Northeast Distribution of Newest Single-Serve Option Melitta USA furthers its reputation for innovation and quality with its newest single-serve option, Melitta Café de Europa Gourmet Coffee for Keurig-style machines. Reminiscent of a true coffee brewing experience – and unique to the single-serve category – consumers can see and smell their coffee from the moment they remove the cup from its individually sealed freshness pack. With the recent addition of Stop & Shop, Giant in Pennsylvania, Giant in Maryland, and Martin’s, Melitta’s gourmet single-serve coffees now have distribution in most major retailers in the Northeast.

August 2014

Based on steadily climbing same-store sales and positive word-of-mouth, further geographical expansion is highly likely. “Once consumers try our single-serve gourmet coffee and realize they no longer have to choose between great flavor and convenience, they’re hooked,” says Vice President of Marketing Chris Hillman. “Designed with the environment in mind, our cups are the first 100 percent recyclable single-serve option in the market.” Melitta’s Café de Europa Single Serve Gourmet Coffees are available in four delicious varieties, including Classique, Vienna Roast, Blanc et Noir, and Espresso Toscana. For more information, please visit www.melitta.com.

PROBAR® Protein Bars Change Names & Add Flavors PROBAR®, maker of delicious, convenient, healthy, plant-based food products, is excited to add two more delicious products to its popular lineup of protein bars, recently re-named PROBAR BASE™. Previously known as “CORE,” PROBAR’s new BASE™ bars will feature the same delicious flavor and nutritional benefits as before, but with the addition of two new flavors: Frosted Peanut Butter and Chocolate SuperGreens.

PROBAR’s BASE™ Protein bars have been rapidly growing in popularity since their initial release as “CORE” in spring 2013.

PROBAR’s BASE™ bars are packed with 20g of plant-based protein, a chia and flax seed blend, and are certified glutenfree and non-GMO Project Verified. The category name change comes as PROBAR is undergoing a company-wide brand refresh.

The brand refresh includes refining key visuals and branding elements, as well as the name change. The change to PROBAR BASE™ will serve to avoid any potential confusion in the marketplace with existing products using the name “CORE.” Additionally, the name PROBAR BASE™ is more closely aligned with the demographics and positioning of the product.

Torie & Howard is Introducing a New Flavor Torie & Howard is adding to its line of organic, kosher, and Non GMO hard candy with a lusciously tart and berry sweet Meyer Lemon & Raspberry flavor. The new flavor is being introduced at the 2014 Summer Fancy Food Show. Torie & Howard Meyer Lemon & Raspberry will be available for shipment in early fall. The new flavor is light, bright, and clean with the right balance of sweet and sour.

Meyer Lemon & Raspberry is the company’s first line extension since it launched with four flavors at the 2012 Winter Fancy Food Show. Torie & Howard Meyer Lemon & Raspberry is crafted with natural flavors, and the jewel-shaped candy gets its color naturally from red cabbage, purple carrots, and organic carrot, apple and blackcurrant, Burke said. The candy is USDA organic and kosher certified and contains no GMOs, preservatives, artificial dyes, casein, soy or gluten, and each candy is just 12 calories. For more information, please visit www.TorieAndHoward.com.

The Quiet One® from Vitamix® Vitamix ®, a world leader in highperformance blending equipment for home and commercial use, offers The Quiet One®. A powerful, premium blender, The Quiet One offers advanced vibration dampening technology, delivers exceptional blends for a consistently superior product and significantly improves speed of service. Specifically created for coffee shops and high-end bars, it’s ideal for any front-of-the-house environment, thanks to its noise-reducing qualities. The Quiet One utilizes exclusive technology that sets it apart from the competition in the arena of noise reduction. An innovative door seal design, coupled with patent-pending floating technology, significantly reduces vibration transmission and improves airflow. The combination reduces the amount of sound produced during blending, while maintaining the drink quality expected from a Vitamix. The Quiet One also offers an innovative design unlike any other product on the market. A compact, magnetically secured sound enclosure reduces cleaning time, while eliminating the need to disassemble the whole machine and remove screws.

This helps to prevent cracking of the sound enclosure and ultimately extends the life of the machine. Lisa Klein, vice president of Commercial Sales, Vitamix says, “Where Vitamix blenders, including The Quiet One, consistently outperform is in the total cost of ownership. Other blenders may cost less in the initial purchase, but cost more over the life of the blender due to early end-of-life failures, higher repair expenses and lower reliability resulting in lost sales.”

For more information, please visit www.vitamix.com.

Volcafe Remains Major Supporter of Grounds for Health Volcafe announces its continued support of Grounds for Health, an international nonprofit organization dedicated to establishing sustainable cervical cancer prevention programs in coffee growing countries-where this remains the #1 cause of cancer deaths for women.

Volcafe is dedicated to sourcing and promoting the production of high quality and single origin coffees from smallholders, cooperatives, and estates worldwide. Plans are to become a major sponsor supporting the activities of Grounds for Health. “We continue to be greatly impressed with the accomplishments of Grounds for Health,” stated Volcafe GM, Heinz Zipsin. “As an industry supporter, we join many of our customers in this effort and are proud to continue our donations to this worthwhile cause.” August Burns, Executive Director of Grounds for Health, noted, "We are thrilled to have a company such as Volcafe continue their strong support in combatting the challenges of cervical cancer. Grounds for Health is grateful to have an industry leader like Volcafe commit to preserve the health of women coffee growers.” For more information, please visit volcafespecialty.com.

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Weldon Coffee Flavorings at the Good Food & Wine Show in New Zealand When Bruce Jordan of Just Flavours decided to demo Weldon's unsweetened Coffee Flavorings at the Good Food & Wine Show in New Zealand, he had no idea the overwhelming reaction he would get. Jordan said, " I thought the show would be busy because it was open to the public." Bruce continued, "However, I was unprepared for the number of people that were there, let alone the number that wanted to look at the product. The more people at the stand, the more people that came. It got crazy, people wanted to see this sugar free flavoring that all of these other people were looking at and trying. The aisle got blocked several times.” To put it mildly, Just Flavours is sold on Weldon Coffee Flavorings. They are completely free of sugar, artificial sweeteners, creamers, powders, and syrups, making them the perfect solution to serving Flavored Coffee, Cappuccino, and Lattes without all the calories, carbohydrates, fats, and sodium. Each bottle flavors 118 (8oz) servings and comes with a pre-measured pump, which allows for quick and accurate flavoring. Ideal for office coffee service, restaurants, coffee shops, hotels, drive-thrus, convenience stores, or any place good coffee is served. For additional product information, please contact info@weldonflavorings.com.

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Company............................................................................................Phone..................................................Web.............................................................................................Page 1stPayPOS......................................................................................................... (888) 638-7867....................................... 1stPayPOS.com...........................................................................................30 Add a Scoop Supplement Boosts........................................................... (415) 382-6535........................................ addascoop.com........................................................................................... 31 Bloomfield Industries.................................................................................... (314) 678-6336........................................ wellsbloomfield.com.................................................................................. 15 BriteVision......................................................................................................... (415) 374-8119........................................... britevision.com............................................................................................ 21 Buhler Inc.......................................................................................................... (905) 754-8389....................................... buhlergroup.com.......................................................................................29 Cablevey Conveyors...................................................................................... (641) 673-8451......................................... cablevey.com..................................................................................................7 Cargill Risk Management............................................................................ (877) 256-8873........................................ commoditypricerisk.com......................................................................... 13 Cascade Coffee, Inc...................................................................................... (800) 995-9655...................................... cascadecoffee.com.................................................................................... 15 Coffee Fest....................................................................................................... (800) 232-0083...................................... coffeefest.com............................................................................................ 27 Coffee Shop Manager................................................................................... (800) 750-3947...................................... coffeeshopmanager.com.......................................................................... 8 Curtis................................................................................................................... (800) 421-6150........................................ wilburcurtis.com......................................................................................... 25 Daterra Coffee................................................................................................. +551937288010........................................ daterracoffee.com.br................................................................................26 Diedrich Manufacturing, Inc....................................................................... (208) 263-1276........................................ diedrichroasters.com................................................................................. 31 E. K. Int'l Col, Ltd............................................................................................ +886 2 2720 6058 ext.11....................... handybrew.com...........................................................................................19 Espresso Me Services................................................................................... (360) 213-0715......................................... espressomeservice.com..........................................................................30 Flavor Right Foods Group.......................................................................... (888) 464-3734....................................... flavorright.com........................................................................................... 27 Flexicon Corporation.................................................................................... (610) 814-2400........................................ flexicon.com............................................................................................16, 17 Follett Corporation........................................................................................ (800) 523-9361........................................ follettice.com............................................................................................... 27 Fres-co System USA, Inc............................................................................. (215) 721-4600......................................... fresco.com.................................................................................................... 27 Gavina Gourmet Coffee............................................................................... (323) 582-0671........................................ gavina.com.................................................................................................... 15 InterContinental Coffee............................................................................... (619) 338-8335........................................ ictcoffee.com................................................................................................ 31 International Coffee Consulting............................................................... (818) 347-1378.......................................... intlcoffeeconsulting.com..................................................................30, 31 Intuit, Inc............................................................................................................ (800) 446-8848...................................... intuit.com...................................................................................................... 23 Java Jacket....................................................................................................... (800) 208-4128....................................... javajacket.com.............................................................................................19 LBP Manufacturing........................................................................................ (800) 545-6200..................................... lbpmfg.com ................................................................................................... 9 Mother Parkers Tea & Coffee..................................................................... (800) 387-9398...................................... realcup.com................................................................................................. 25 PBFY Flexible Packaging............................................................................ (877) 224-7496........................................ pbfypkg.com............................................................................................... 26 Perka Inc............................................................................................................ (503) 427-1377......................................... getperka.com.................................................................................................3 Plitek................................................................................................................... (847) 827-6680....................................... plitek.com....................................................................................................... 6 Pod Pack International, LTD....................................................................... (225) 752-1160.......................................... podpack.com................................................................................................ 15 Primera Technology, Inc.............................................................................. (800) 797-2772....................................... primeralabel.com........................................................................................ 31 Scolari Engineering S.p.A./Texpak Inc................................................... (856) 988-5533....................................... scolarieng.com............................................................................................ 32 Service Ideas, Inc........................................................................................... (800) 328-4493...................................... serviceideas.com........................................................................................ 31 Shore Measuring Systems........................................................................... (217) 892-2544........................................ moisturetesters.com.................................................................................. 31 Single Cup Accessories, Inc....................................................................... (855) 621-1222.......................................... singlecupaccessories.com....................................................................... 31 Stalkmarket Products (Asean Corporation)........................................ (503) 295-4977....................................... stalkmarketproducts.com........................................................................ 31 TEAJA Office................................................................................................... (778) 840-4832....................................... teajaoffice.com........................................................................................... 28 The Coffee Trust............................................................................................. (505) 670-9783....................................... thecoffeetrust.org...................................................................................... 31 The Truvia Company LLC............................................................................ (855) 855-2362....................................... truvia.com/foodservice............................................................................. 11 Tightpac America inc................................................................................... (888) 428-4448...................................... tightvac.com................................................................................................30 Ultimate Barista Challenge......................................................................... (503) 232-1016......................................... ultimatebaristachallenge.com............................................................... 29 UpShot............................................................................................................... (800) 545-6200..................................... upshotsolution.com.................................................................................... 9 uVu Lids............................................................................................................. (855) 468-8883....................................... uvulids.com.....................................................................................................2 Vessel Drinkware............................................................................................ (855) 883-7735........................................ vesseldrinkware.com................................................................................. 21 Vita-Mix Corporation.................................................................................... (800) 437-4654...................................... vitamix.com.....................................................................................................5 Walker Coffee Trading Company............................................................. (713) 780-7050........................................ walkercoffee.com........................................................................................ 15 Weldon Flavorings......................................................................................... (502) 797-2937........................................ weldonflavorings.com.............................................................................. 26

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