September 2015

September 2015

www.CoffeeTalk.com Vol. XXVIII No. 9

Connect. Grow. Prosper!

New World Coffee page 18

Work Hard, Play Hard

Electronic Service Requested

24

Coffee & Acidity

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

16

Retailer Tools & Technology

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

8

CONNECT. GROW. PROSPER!

$4.75 Per Issue • Complimentary to Coffee Professionals

This Month

The View

6

Calendar

Contents

6

8

Connect. Grow. Prosper!

Connecting the Dots

Retailer Tools & Technology

12

Building the Ticket, Building Profits

14

Costa Rica: Santa Lucia

8 Retailer Tools & Technology

Coffee Service Corner

Producer Profile

15

Exhibitor Highlights

16

Coffee and Acidity

18

New World Coffee

16 Coffee & Acidity

Coffee Fest Portland

Q&A

24 Work Hard, Play Hard

What if...

Need to update your subscription or address?

20

La Roya

A Farmer's Story

20

Newsbites

22

Roaster's Rock

Finding the Value in Roasting Classes

24

Work Hard, Play Hard

PCCA Style!

26

Advertiser Index

Visit coffeetalk.com/update-your-current-subscription/

Who We are

Phone: 206.686.7378, see extensions below Publisher / Advertising Inquiries Kerri Goodman, ext 1 kerri@coffeetalk.com

Managing Editor Libby Smith, ext 8 libby@coffeetalk.com

Ad Art & Accounting Laurie Veatch, ext 4 laurie@coffeetalk.com

Copy Editor Mark Moser, ext 9 mark@coffeetalk.com

Print Design Marcus Fellbaum, ext 5 marcus@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

Feature

New World Coffee

CoffeeTalk does not assume the responsibility for validity of claims made for advertised products and services.

We reserve the right to reject any advertising. Although we support copyrights and trademarks, we generally do not include copyright and trademark symbols in our news stories and columns.

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

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

Copyright Š 2015, HNCT, LLC, All Rights Reserved

4 September 2015

Professional Memberships

It pays to tend to your flock.

Over the past 5 years, employee out-of-pocket expenses have risen nearly 40%.1

Aflac can help protect your employees with cash to cover their bills in the event of a covered sickness or injury. And now employees’ claims can get paid in a day with Aflac’s One Day PaySM when they submit online.2 Small businesses like how easy it is to add voluntary coverage to their benefits at no direct cost. Especially when it is from Aflac, the number one provider of worksite/voluntary insurance sales for 13 consecutive years.3 Aflac may even be a pre-tax deduction, so when we say it pays to tend to your flock, it just might.

Call your local agent and visit aflac.com/smallbiz

2014 Employer Health Benefits Survey, The Henry J. Kaiser Family Foundation, September 10, 2014. 2One Day PaySM is available for most properly documented, individual claims submitted online through Aflac SmartClaim® by 3 PM ET. Aflac SmartClaim® not available on the following: Short Term Disability (excluding Accident and Sickness Riders), Life, Vision, Dental, Medicare Supplement, Long Term Care/Home Health Care, Aflac Plus Rider and Group policies. Individual Company Statistic, 2015. 3Eastbridge Consulting Group, U.S. Worksite/Voluntary Sales Report. Carrier Results for 2002-2014. Avon, CT. Coverage is underwritten by American Family Life Assurance Company of Columbus. In New York, coverage is underwritten by American Family Life Assurance Company of New York.

1

Z150001R

Worldwide Headquarters | 1932 Wynnton Road | Columbus, GA 31999

3/15

The View

Kerri Goodman

T

he Purple Cow, Seth Godin’s 2003 book on how success in the marketplace, was recommended to me this last week and though time has not been kind in some of his examples (The thought that cell-phones probably would never be successful as cameras; the concept of “Otaku” as a goal.), the basis of the book is solid: to succeed in business today your product must be “Remarkable.” A few of his thoughts really resonated: We’ve been raised with a false belief: We mistakenly believe that criticism leads to failure.1

The greatest artists, playwrights, car designers, composers, advertising art directors, authors, and chefs have all had significant flops— it’s part of what makes their successful work great.1 The Opposite of “Remarkable” is “very good.”1 Go for the edges.1 The lesson is simple— boring always leads to failure. Boring is always the most risky strategy. Smart businesspeople realize this, and they work to minimize (but not eliminate) the risk from the process. They know that sometimes it’s not going to work, but they accept the fact that that’s okay.1 I saw these lessons in place in my recent visit to Daterra Coffee in Brazil.

From the intense emphasis on quality at every step of the production process, to the extreme study of processes and equipment to create innovations taking the quality to an even higher level, and collaborations between Daterra, IAC, and Dr. Ernesto Illy in coffee science investigations; Daterra is truly remarkable.

In the vein of smart businesspeople minimizing risk, the CoffeeTalk team painstakingly puts together daily, weekly, and monthly publications with the goal of giving our readers distinct informational advantages so they may minimize risk and succeed in their businesses. In this issue, as always, we have a little something for every sector of the industry.

Calendar 6

“What if we could produce a more uniform crop of cherries, cherries of selected size, known quality, time of harvest or even increased choice of geographic location?” Page 18, New World Coffee by Gregory Lupton As a coffee shop or café, there are many ways to become more successful, and increasing your bottom line is no different. Although there are many factors that contribute to your business’s success, the first indicator to gauge your company’s success is typically the bottom line. Page 8, Connecting the Dots by Matthew Moseley “It is a no-brainer to conclude “we” need to both adapt & evolve with the fluidness of what is happening around us. Often these effects of “change” cause speculation seen as adverse characteristics on the things we currently do. Along with most climate-related industries, the coffee industry drinks these effects but equally swallows opportunities for innovation & industry development.” Page 19, New World Coffee by Gregory Lupton “So back in the day, I would have gladly paid to learn what I learned the hard way. Take advantage of the classes available to you. You will always learn something that will help you.” Page 22, Finding Value in Roasting Classes by Rocky Rhodes “And so it goes at many of the PCCA's events, where coffee professionals who belong to this West Coast based trade association realize that good business means making good friends; where sharing memorable experiences together creates bonds of friendship that form the basis of solid and trusting working relationships; where, “Work Hard, Play Hard” is a motto to be lived, and to be shared.” Page 24, Work Hard, Play Hard by John Hornung We hope you enjoy this month’s stories and find some gems that will make a difference in your business. And please, we welcome your criticism and encouragement. Our goal is to be “Remarkable” and we realize that constructive criticism is really only the opportunity for us to be better. Please help us find the “edges” to help you succeed.

1 Godin, Seth (2009-11-12). Purple Cow, New Edition: Transform Your Business by Being Remarkable

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

September 10-14

Let's Talk Coffee, Brazil

Septermber 28-30

Pack Expo, Las Vegas, NV USA

September 17-19

PCCA 84th Annuak Convention, Napa, CA

October 1-3

World Tea & Coffee Expo 2015, Mumbai, India

September 24-26

Wine and Gourmet Japan, Tokyo, Japan

October 4-5

Canadian Coffee & Tea Show, Vancouver, BC Canada

September 24-26

Eu'Vend & Cofeena, Cologne, Germany

October 9-13

September 24-26

International Coffee Week, Belo horizonte, Brazil

World Competition Education Program, St. Petersburg, Russia

September 26-27

Coffee & Chocolate Expo, San Juan, Puerto Rico

October 10-14

Anuga, Cologne, Germany

September 2015

�e Professional’s Guide to

Nitro Cold Brew The realities of serving nitro cold brew go far beyond press hype and internet buzz. If it’s on your menu, it needs to be available, consistent and profitable.

We’d like to offer some professional guidance to make the journey a little easier as you consider serving this amazing product to your customers.

Nitro CoffeeQ A 1. Will you have enough on hand?

Pre-nitrogenated kegs limit the amount of NITRO cold brew you can serve since charging a keg takes anywhere from 1 to 7 days. With the JoeTap, as long as you have cold brew and nitrogen, you’ll have as much nitro cold brew available as you want - instantly and without waiting.

2. Will you be able to dispense on-demand?

There are two methods for serving nitro cold brew - pre-nitrogenated kegs or infusing in-line. Only the JoeTap serves nitro coffee in-line and on-demand. Rather than infusing the cold brew with nitrogen over time (pre-nitrogenation), the cold brew is nitrogenated instantly, at the point of dispense.

3. Will your nitro be consistent throughout the day?

A common complaint with pre-nitrogenated kegs is inconsistency of nitrogenation from start to finish. Since the JoeTap infuses in-line, you achieve consistent and dependable quality assurance with each and every pour.

4. Is the amount of nitrogenation adjustable?

Pre-nitrogenating does NOT allow for adjustment. What you have in the keg is what you get. Because nitrogenating happens in-line, the JoeTap offers complete adjusting and the amount of nitrogenation can be changed instantly.

5. Can you adjust for different dilution rati�?

No other dispense solution offers the ability to change the amount of nitrogenation in real time. If you want more or less nitrogenation, you can easily and instantly adjust the PSI to"dial in" your desired nitro levels.

6. Is the dispense solution scalable?

Your customers expect that your advertised menu items are available all the time at every location you have now and in the future. One of the most common issues with pre-nitrogenated kegs is supply not meeting demand. Will your nitro solution grow with you? The JoeTap can!

7. Can the system deliver either still or nitro from the same keg?

Once a keg is “charged” you can only tap nitro from that same keg. Once again, because the nitrogenation happens in-line, the JoeTap system with a dual faucet allows you to pour either still or nitro cold brew from the same keg.

No other system can do this. One keg - two choices.

JT-HC-1

Come to Coffeefest Portland and see the Full Line of JoeTap On-Demand Nitro Coffee Dispense Systems

info@joetap.com or visit www.joetap.com

JT-2

Booth #113

A

s a coffee shop or café, there are many ways to become more successful, and increasing your bottom line is no different. Although there are many factors that contribute to your business’s success, the first indicator to gauge your company’s success is typically the bottom line. So, how do you improve your bottom line? At the most basic level, there are two ways to increase your bottom line; you can either increase sales or decrease costs. It is important to point out that these strategies are equally as effective, as long as the amounts are proportionate; $10 savings is just as valuable as $10 of additional sales.

You may be asking, “what’s your point?” This same concept should be considered in your evaluation of the products and tools you purchase for your shop. Not at all the products you purchase should be selected solely based on their direct impact on your sales. No matter what, there’s a cost of doing business which means some of the products you purchase will never be an item you resell to end consumer, yet the right products can add value to your business in addition to fulfilling their functional duty.

For example, every business need some form of transaction processing. The solution to this can be as simple as a cash box or it can be as sophisticated as a fully integrated point-of-sales software that tracks ingredient usage, waste estimates, and much more. Although a cash box will be less of an upfront investment, in the long run using a great point-of-sales software will make your shop more successful by helping you identify excessive waste, collect specific transaction data, and reduce management costs through simplifying inventory tracking and forecasting for your purchasing.

State of the art point-of-sales software is expensive and may not be a viable option for all shops, but what is a low-cost item that every single café worldwide has in common? Cups, every shop must have some type of container to serve their drinks in. Which means there’s no way around this cost, but why wouldn’t you search for a solution that adds value to your business? Selecting a company that offers custom printing fulfills your need for to-go cups and turns every to-go customer into a traveling billboard for your coffee shop, which is basically free marketing since the to-go cup is a necessary cost to begin with. On the other hand, merchandising reusable drinkware not only increases brand awareness by displaying your logo everywhere it goes, these items will also subsidize to-go cup usage, resulting in decreased costs for you. Or pass along the savings to your customers, in order to incentivize them to reuse your travel mugs and increase drink purchases from those patrons.

Now the hard part comes, it’s time to analyze your options and select the optimal products for your business. Luckily, this issue of Coffee Talk Media is dedicated to profiling some overlooked products that have the potential to be invaluable to your business as well as its future success. So, sit back relax and enjoy this issue with your favorite brew!

By Matthew Moseley of Barista Pro Shop

Add a Scoop Pea Protein

by Add A Scoop

addascoop.com | (415) 382-6535 Pea Protein, the new kid on the block, is the protein of choice for people with specific food allergies or sensitivities. Although soy protein has traditionally been the choice for non-dairy protein, the flavorless Add a Scoop Pea Protein boost is now available as well. Vegan, Kosher & Halal certified.

Bona Fide Craft Draft Nitro Coffee

by Caribbean Coffee Company

8

CaribbeanCoffee.com | (800) 932-5282 Say hello to the Best tasting NITRO coffee available. FairTrade, Organic, Cold Coffee goodness served "On Tap". Craft Draft is a spectacle to behold as the nitrogen cascades.

We Roast and Brew and Deliver Kegs to your door with a 90 day freshness guarantee refrigerated. Enjoy!

Coffee Fest's Drink Innovations Lab

by Coffee Fest Trade Show

coffeefest.com | (800) 232-0083 Your menu’s beverage strategy says a lot about your brand & business. Do you strive for your café drink menu to embrace current trends and appeal to a larger customer base? This hands-on workshop at Coffee Fest will teach you how to create multiple new drinks that will increase sales.

cont. on page 10 September 2015

Bag the Can!

What’s the TRUE Cost of Using Rigid?

Fres-co’s flexible packaging, combined with our industry-leading valves, will help keep your coffee fresh longer than rigid containers. Our wide panels make your graphics stand out on the shelves. Lower weight and less space add up to lower transportation costs to help reduce your carbon footprint. Flexible has it all over rigid.

Visit www.fresco.com or call 215.721.4600 to learn more about Fres-co’s flexible solutions for the coffee industry.

215.721.4600

•

fresco.com

Flexible Thinking

SM

Stop by Booth C-1441 for a very special giveaway!

Retailer Focus

Custom Printed Java Jacket

by Java Jacket

javajacket.com | (800) 208-4128 Custom printed Java Jackets™ the perfect way to advertise your business! Our custom printing department is dedicated to making sure that you get the product you want. Visit our Get Creative page to get a few ideas and don’t forget to fill out our inquiry form and ask questions.

Coffeevac

by Tightpac America Inc.

tightvac.com | (888) 428-4448 The Coffeevac keeps your delicious coffee fresh up to 3x longer.

The easy push button system allows the carbon dioxide gas to escape from your beans-but does not let oxygen in! Coffeevac uses a patented vacuum seal technology that works every time you open & close the container.

Nouveau Lotus- 12oz Porcelain Tumbler

by Vessel Drinkware

Planet+ Cups from Stalkmarket Compostables

vesseldrinkware.com | (855) 883-7735 Functional, stylish, and fun! Our collection features lifestyle driven artwork, offering custom and cobranding programs that speak to your customers.

Every oneVessel® product is BPA-free and printed domestically.

by Asean/Stalkmarket

stalkmarketproducts.com | (503) 295-4977 Whether it is stock print or your own custom print cup needs, Planet+ Compostable Hot Cups from Stalkmarket continue to be the leading sustainable choice of independent roasters for their coffee and tea retail beverage services. Contact us today at stalkmarketproducts.com

AeroPress coffee maker

by Aerobie, Inc.

aerobie.com | (650) 493-3050 The AeroPress coffeemaker is a new kind of coffee press that brews under ideal conditions: proper temperature, total immersion, and rapid filtering.

This results in amazingly delicious coffee without bitterness and with low acidity. Your customers will enjoy your coffee at home even more when they brew with an AeroPress.

Waffle Lite Sleeves

by Double Team Inc.

double-team.com | (877) 320-3880 Our printed GREEN Waffle Lite Sleeves are your choice. They fit 10-24 oz paper hot cups and 12-24 oz clear plastic cold cups. They are made of post consumer paper and are pre-assembled, recyclable and packed 1,000 pcs/case.

Dunkin Donuts

by Dunkin' Brands

dunkinbrands.com | (781) 737-3000

Dunkin' Donuts is the world's leading baked goods and coffee chain, serving more than 5 million customers per day worldwide, selling more than 1.8 billion cups of hot and iced coffee globally every year. Dunkin's coffee is made with 100% Arabica coffee beans grown, picked, and graded to a rigorous Dunkin' Donuts Quality (DDQ) specifications. Dunkin' Donuts offers more than 70 varieties of donuts and an array of coffee beverages as well as sandwiches for anytime of the day and other baked goods.

15 Series Ice and Water Dispenser

by Follett Corporation

follettice.com | (800) 523-9361 The 15 Series ice and water dispenser delivers customer-preferred Chewblet® nugget ice in a compact, drainless design that fits in spaces where other ice makers can’t go. The 15 Series is available in both countertop and freestanding models, and the sanitary, capacitive touch dispensing feature eliminates direct contact with ice.

Coffee Shop Manager

by Coffee Shop Manager

coffeeshopmanager.com | (800) 750-3947 An award winning specialty coffee point-of-sale solution created for coffee people, by coffee people. From basic point-of-sale technology to fully featured comprehensive business tools like online + mobile ordering and loyalty marketing, CSM has everything you need to grow your business.

Classy, Affordable Mugs Perfect for Retail Sales CoffeeTalk Magazine

by CoffeeTalk Media

magazine.coffeetalk.com | (206) 686-7378 CoffeeTalk Media is the most reliable source of coffee business news and informational articles available in the world today. Make sure to keep your competitive edge with our free subscriptions at coffeetalk.com.

10

by Grey Fox Pottery

greyfoxpottery.com | (612) 767-7407 We partner with you to put your brand into customers hands using Ceramic Scrimshaw process with your customized logo for a look that's a cut above everyday.

Ordering is easy. Always handmade in the USA, food, dishwasher and microwave safe. Visit our website to see the rainbow of styles/colors.

September 2015

Gentle Clean Quiet Reliable Conveying

Horizontal Transfer

Drive Unit

Over 30,000 Conveyors Installed More Than 65 Countries Served Over 40 Years of Tubular Cable & Disc Technology Conveying Experience Starts & Stops Under Load Continuous State-of-the-Art Research & Development

(641) 673-8451 www.cablevey.com Cablevey is a registered trademark of Intraco, Inc. 09/2015

11

Coffee Service Corner

Ken Shea

Building the Ticket, Building Profits

A

s an operator my primary focus was always account retention. There is nothing more painful in a route business than losing the recurring revenue of an established account and then having to incur the costs and headaches of a pull. But closely behind this primary retention focus is the need to drive sameaccount sales and profits. You have an asset in place and fixed costs are indeed that: fixed. Thus driving incremental profit becomes the objective.

Same-account profit can occur by four primary means: Reducing cost of goods; increasing prices; up-selling to a more profitable SKU in a given category and selling more “stuff.” All logical tactics, but certainly none of these are a lay-down.

With continual competitive downward pressure on pricing, random price increases are difficult to obtain. However, when an operator receives a price increase, the increase should not be absorbed but passed through with consideration given to the corresponding route persons’ commission bump. This is more of a maintenance process with the end game being profit stability.

While cost of goods reductions might occur with events such as a down coffee market as we are now in, those profit windfalls are usually short-lived as the market will eventually move northward again, and/or competitive pressures and public visibility of national brand price drops will drive selling prices downward to parallel the lower costs.

This leaves account menu management as the primary vehicle to drive same account profits.

Most every operator has reaped the financial rewards of converting a batch brew account to single cup system. I know of no one that has a problem with gross profit percentages dropping ten points when at the same time gross sales increase three or four fold, bringing with this more than a doubling of profit. But this conversion process also comes with a hefty bump in CAPEX (capital expenditure), right?

While few resist the opportunity to replace a brewer on location with this amount of upside, not every operator has taken consistent advantage of their opportunities to optimize profit by identifying what their accounts are buying now from other sources, or that might have an unfulfilled need or want. Many refer to this process as “building the ticket”.

Often times, a route representative can take a quick but thorough look into the pantries and drawers at a brew site and see the ticket building opportunities. The route professional is your primary point of contact with the decision makers and work force. Take advantage of their relationships and knowledge.

Most every operator has reaped the financial rewards of converting a batch brew account to single cup system.

One of the most valuable tools in an operator’s arsenal of reports is the product penetration report. This is a product-by-product sales summary that extracts sales data and then captures which customers do, or do not, purchase specific products or products in specific categories.

As an example, logic would tell you that if you were selling an account coffee, then you would be selling 100% of them cream and sugar. In my many years as an operator and also as a consultant, I have never seen evidence of any operator having 100% account penetration with the creamers and sugars where coffee is being sold!

new account placements. The second portion of the campaign would reward total dollar sales versus the prior season. Setting a minimum performance bar before monies are paid is a wise move. As with any promotion, the payout should be self-funding.

High-end hot teas and tisanes continue to grow in popularity. In an earlier article, I covered my personal experiences and impressions, all of which were positive. Providing alternative afternoon beverages for one’s employees is a moderate-cost amenity that will provide an up-lift in mood and hopefully an uptick in employee performance.

The list of revenue building new product sales is a long one. And though an operator must weigh out the downsides to an expanded menu, there is a legitimate opportunity at most every account to drive revenue well into the double-digit percentages range.

Good luck and good selling!

By Ken Shea

Speaking of the creamer category, I have always been intrigued by the opportunity that exists with liquid creamer conversion from powder.

Shelf stable, liquid whiteners in those nifty little tubs simply cost more, sell for much more per serving and generate more profit dollars than the powdered alternative. I encourage every operator to do the math and recognize how much more robust their bottom line would look if some level of powdered whitener volume began using the liquid.

And don’t be misled into thinking your level of penetration is high. For instance, if your product penetration reports show that 40% of your revenue is coming from the liquid creamer portion of the total creamer category, that percentage drops precipitously when the numbers are viewed from a consumption standpoint.

Artificial sweeteners represent another category with significant upside. Blue, yellow, pink and now green are seldom seen at a brew location as a full set. While brew-site real estate might not allow all four options to be sold in the 400-500 count display boxes, there is the option to place an organizer on location and offer the smaller 50-100 count sub packs. The lower price point also reduces the possibility of invoice shock.

Instant cocoa is a year-round seller though the colder season brings with it a spike in demand.

And while the demand (craving) for chocolate is about as universal as any product, the account penetration in my experience is rarely above 50%.

One option to increase sales is to conduct a twopronged campaign for your route professionals.

The first segment of the campaign should reward

12 September 2015

Alliance partner of the

Bona Fide craft draft brewery NITRO COFFEE FLAVORS

Peru • Ethiopian Yirgacheffe • Hair Raiser Guatemala Quetzaltenango • Mexico Oaxaca–Decaf

KEGERATOR RENTAL PROGRAM AVAILABLE For more information about CRAFT DRAFT COFFEE: sales@caribbeancoffee.com (800) 932-5282 CaribbeanCoffee.com

A BETTER SINGLE SERVE SOLUTION

Tomlinson® No-Drip® Faucets

The UpShot™ Filter is a new, more eco-friendly singleserve filter that honors the quality of your roast.

Optimal coffee-to-water ratio, creating a better brew

SUSTAINABLE SOLUTION

Higher quality, more eco-friendly single-serve filter

SENSORY EXPERIENCE

See and smell the roast before brewing As part of the UpShot™ Solution, the UpShot Filter offers a better single-serve business opportunity.

Learn more at: UpShotSolution.com

TM

Facebook.com/UpShotSolution @UpShotSolution

©2015 0 LBP Manufacturing, Inc. The ‘Filter in Circle Design’ is a trademark of LBP Manufacturing. Patent(s) Pending.This product may not be recyclable in all areas. Check with local municipalities for recycling option

INNOVATIVE DESIGN

for all your coffee, tea and beverage dispensing

www.tomlinsonind.com 800-945-4589 ext. 279

Your Coffee .

Our Packaging.

The Turn-Key Solution for all Your Single-Serve Needs

630.422.1012 sales@pro-linepackaging.com www.pro-linepackaging.com

13 t

Roast MAgazine Full Pg w Bleed1 8 v.indd 1

5/15/15 3:18 PM

Producer Profile

Courtesy of COE

Costa Rica: Santa Lucia Santa Lucia Mr. Barrantes says, "Santa Lucía coffee farm has participated in all the COE events of Costa Rica since 2007. It is an organic farm, certified by Control Union under the NOP, EU and JAS standards, and we are also certified carbon neutral. We produce bananas, lemons and avocados besides coffee.

"Located at 1700 meters above sea level, the average Celsius temperature is 22º and the rainfall 2500 mm. We produce Caturra, Villalobos, Typica and Catuaí and are also making our way into the Geisha and Bourbon varieties.

We think we have significantly improved in quality as we have renovated 40% of the area and increased the inoculations of microorganisms resulting in a more consistent cup.

"We have worked in organic production for more than 15 years and we have gone through difficult situations to be able to implement it, but we have managed to go ahead and inculcate an environmental and sustainable awareness in the whole family.

"I was born with visual problems so I dedicated the farm to Santa Lucia. Also my oldest daughter is named Lucia. Our participation in CoE has been very enriching, because this project has introduced us to the world with our quality and particularities.

Nowadays, we are known and recognized everywhere. CoE has been a forefront for our sales and is very important to our customers that we take part in this contest. I hope someday to win CoE and give the satisfaction to my parents who have always supported me and given their life to coffee."

Coffee Information Farm:

Santa Lucia

Farmer:

Ricardo Pérez Barrantes

Region:

Valle Occidental

Country:

Costa Rica

Farm Size:

hectares

Altitude:

1700 masl

Certification

Variety: Organic

Processing System:

Natural

Competition and Auction Information Rank:

12

Score:

87.34

Jury Descriptors: Aroma/Flavor:

Mixed berry, kiwi, tangerine, dried cherry, orange, fruit cocktail, fruit punch, coffee cherry, Chambord, black currants

Acidity:

Acidic, malic

Other:

Juicy, fresh, long and layered finish, champagne-like, lively

Competition Code:

N/A

Lot Size:

23

Pounds:

1521

Auction Price:

$8.50

Winning Bidder:

Sulalat Coffee Trading

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

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

BB-0580

Gently slide coffee and tea through smooth stainless tubing horizontally, vertically or at any angle, to single or multiple discharge points

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

Please Make Sure to Visit these Coffee Fest Exhibitors Aerobie, Inc. 803 aerobie.com (650) 493-3050 Aerobie's AeroPress is a completely new kind of press whose rapid, total immersion process brews coffee with all the delicious flavors but without the bitterness.

See our ad on page 13

JoeTap 113 joetap.com (800) 325-5893 JoeTap, the world’s first and only standalone coffee cold brew tap system for nitro coffee. JoeTap delivers either still or nitro coffee, perfectly, consistently and deliciously with each and every pour.

See our ad on page 7

Coffee Fest Trade Show 100 coffeefest.com (800) 232-0083 Coffee Fest Trade Shows, classes, workshops, competitions and networking events have been driving the specialty coffee industry since 1992. For the best value, classes, workshops, networking events and competitions, mark you calendar and we will see you at Coffee Fest.

See our ad on page 21

Pacific Bag, Inc. 710 pacificbag.com (800) 562-2247 PBi has been a packaging resource to specialty coffee for over 25 years with quality product, outstanding service, and continued commitment to the coffee industry.

See our ad on page 19

Coffee Shop Manager 517 coffeeshopmanager.com (800) 750-3947 Coffee Shop Manager Pointof-Sale is designed specifically for coffee shops. Great features including tablets, integrated online and mobile ordering, self-serve kiosks, and no-fee pre-paid cards and loyalty make CSM the perfect business partner for your shop.

See our ad on page 25 CoffeeTalk Media 400 (206 686-7378 coffeetalk.com CoffeeTalk Media is the most reliable source of coffee business news and informational articles available in the world today. Make sure to keep your competitive edge with our free subscriptions at coffeetalk.com Java Jacket 303 javajacket.com (800) 208-4128 The Original Green Coffee Sleeve. Comes in 100% Recycled Natural Kraft or White. Can be custom printed with your design.

See our ad on page 13

The Coffee Trust 10 thecoffeetrust.org (505) 670-9783 See Web. See our ad on page 25 Tightpac America Inc. 719 tightvac.com (888) 428-4448 Brands include - Coffeevac, Teavac - Patented Vacuum sealed system protects your Coffee & Tea every time you open and close the container. Simplicity that works!

See our ad on page 26 Vessel Drinkware 701 vesseldrinkware.com (855) 883-7735 oneVessel by Vessel Drinkware provides retailers with high-quality, reusable drinkware featuring lifestyle driven artwork to capture the attention of your customers.

Please visit us at vesseldrinkware.com, or call (206) 763-0366 See our ad on page 17

with FLEXI-DISC® Tubular Cable Conveyors

Rugged cable/disc assemblies in 4 and 6 in. (10 and 15 cm) diameters offered in sanitary and industrial designs.

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

• Gentle, dust-free, energy-efficient conveying of fragile coffee and tea with no separation of blends • Single or multiple inlets and outlets allow a wide range of layout configurations • Comprehensive range of components • 4 and 6 in. (10 and 15 cm) diameter Discs on Galvanized or 304/316 Stainless Cable • Sanitary Systems including Nylon-coated or Uncoated Stainless Cable, and CIP accessories

USA sales@flexicon.com 1 888 FLEXICON

CHILE UK SPAIN AUSTRALIA SINGAPORE SOUTH AFRICA

+56 +44 +34 +61 +65 +27

2 2415 1286 (0)1227 374710 647 670 302 (0)7 3879 4180 6778 9225 (0)41 453 1871

©2015 Flexicon Corporation. Flexicon Corporation has registrations and pending applications for the trademark FLEXICON throughout the world.

DD-0933

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

Coffee and Acidity Q&A

“

Coffee and its acidity. Is less acidic coffee better? Worse? Does acidity change the taste? This is my deep burning question” — Joy

Acidity…it all depends on what you mean by it.

When you hear a 'coffee nerd' talk about acidity they’re generally talking about the flavor characteristics of the coffee, like it tastes like lemon or orange or even things like white grapes or peaches. This is what we are referring to when we score coffees here at roast ratings, which we consider to be a big part of the flavor balance of a coffee, alongside sweetness and bitterness. You will sometimes also hear this called “Brightness”.

Acidity, or “brightness” is that zippy zing of flavors like these Now, acid content is a different story. What I understand from my “nerd-ucation” is that coffee isn’t as heavy of a hitter in the acid department as many people think.

Scientifically, the pHs of most coffees are around 5 which does indeed mean that it is a bit on the acidic side. Keeping in mind that lemon juice has a pH of 2 and vinegar 3, it’s not off the charts. I have always been told that for those who have stomach problems with acid, a darker roast is better suited to their needs. Even better are coffees that were brewed in water for longer periods of time, methods like cold press (toddy) or Kyoto that brews for several hours.

As far as what’s good? That is up to you! If you like tasting fruit and brightness in your coffee, then you like what we call acidity. If you like something bolder or suited for cream and/or sugar, then acidity is probably not your bag. Either way it’s your coffee. Enjoy it!

“Why must I have my coffee black? What’s wrong with adding cream or sugar to it?”

-Stephanie This is one of my favorite questions.

The short answer? Absolutely nothing. It is your coffee and therefore your right to like what you like. No one should make you feel otherwise. Truth be told, I occasionally enjoy a creamy sweet brew.

by Holly Bastin There are tons of people who do it daily- 65% of the US makes it a majority.

Aside from popularity, there are times when this is just the appropriate move.

It mainly boils down to what kind of coffee you happen to be drinking. Just like other food and beverage items out there coffees have varying flavors and levels of quality.

Take wines for instance. There are some wines out there that are perfectly good, but you would consider using to make sangria in a pan for a wine sauce. But there are some wines that you wouldn’t dream of adulterating because, on their own, they’re incredibly tasty. Beef is another example. You might buy ground beef for taco night, but you probably wouldn’t sacrifice your filet mignon for the job. No way. That baby’s going to be juicy and delicious without much help at all!

While there is a certain element of “coffee is coffee” out there, there’s a movement in the “Specialty Coffee” sector of the coffee industry that is usually the one encouraging, albeit forcefully at times, the consumption of unadulterated coffee. Much like ground chuck compares to a prime filet, Specialty Coffee is a bit different from most of what you see out there. While the beans mostly come from the same places and are labeled similarly, the easiest thing to notice about it at first is that Specialty costs a bit more. But there's a lot more to it than that.

Nowadays Specialty Coffee makes up the top 20% of coffees in the world.

Like the aforementioned examples of fine wine and a great steak, it usually tastes pretty amazing on its own. The only way to achieve this consistently is through the work of a lot of people - from those who pick it off the trees to those roasting and serving it. The devil is in the details, and that takes many hands and a great deal of dedication to achieve.

The other thing to know about the cream or no cream quandary is that sometimes the suggestion to take it black is for your sake. Some Specialty Coffees are amazing on their own, but kind of terrible with cream and/or sugar. Ones with a lot of juicy acidity taste really funky, like adding milk to orange juice. But these same coffees, when tasted alone can really open your mind up to a totally new idea of coffee - of crazy flavors like berries and plums. It’s all part of the fun that is Specialty Coffee.

So, to go back to the beginning - nothing is wrong with adding cream and sugar, but if you find yourself in a specialty cafe just ask your friendly barista which coffee is best suited for cream. Or alternatively, walk on the wild side….

Your question could be next! If your have a Q for Roast Ratings, send it to us at info@roastratings.com or post it to one of our @roastratings social media sites.

By Holly Bastin

16 September 2015

We invite you to check out our programs: 1

2

3

VESSELDRINKWARE.COM | INFO@VESSELDRINKWARE.COM | 855.883.7735

17

New World Coffee What if...

by Gregory Lupton

N

ot unlike the wine growing industry of the 1960's & 1970's the coffee Industry is fast approaching major change.

This change, whether largely or partly influenced by climate change (or as I see it climate cycles), causes effects on static plantations of any one selection.

Despite the debate of whether this change is caused by global warming, global cooling, climate change or climate cycling, or whether this is with or without the influence of human intervention, the dependency on Arabica is increasing while supply of sustainable high quality beans are seen by many to be decreasing.

oC - 4.8 oC by the end of the century. It continued to report that in Brazil, a temperature rise of 3.0 oC would reduce suitable areas for growing by 66 percent in Minas Gerais & Sao Paulo & eliminate it in others. Similarly, in 2012 the International Coffee Organization (ICO) analyzed effects of climate change on wild indigenous Arabica in Ethiopia, suggesting that current production could disappear by 2080. World Coffee Research (A & M University Texas) points out that either rising temperatures, fluctuations in temperature, other weather conditions or pests would cause a deficiency of suitable highland mountainside on which Arabica flourishes.

It has been reported that temperatures above 23 oC can effect coffee plant metabolism, resulting in reduced yields, unbalance aromatic volatiles & increased levels of borer beetle & leaf rust. My findings between 2008 - 2014 supports this, though actual temperatures were found to be slightly higher at 25oC with relative humidity (RH) less than 65 percent.

It is clear that a rise in temperature would severely reduce existing growing regions & significantly effect cherry quality.

Map 1: Current coffee producing regions Map 1 (June2014) shows areas of coffee cultivation by type, robusta (r), robusta & Arabica (m), Arabica (a). Although some locations are absent, the general overlay of significant coffee growing areas characterizes both the degree of latitude perceived suited to current coffee production & highlights the potential industry vulnerability to change.

Mauricio Galindo (ICO) stated in 2012 that climate change was the biggest threat to the Industry, adding that if we don't prepare ourselves we are heading for a big disaster. In March 2014 (ICO) further cautions were expressed that climate change would have a negative impact on production in many countries unless urgent research is carried out on adaptation measures.

What if we could produce a more uniform crop of cherries, cherries of selected size, known quality, time of harvest or even increased choice of geographic location?

Otto Simonett illustrates (Map 2) the potential impact of global warming in one location on a variety least affected by ecological & meteorological conditions.

Map 2 A rise in temperature, shown by this map, will severely reduce total production, irrespective of additional adverse factors caused by this change. Changing climate conditions will inevitably have a higher impact in Arabica, which requires specific conditions with less variation to produce good quality cherries. In September 2014, the Intergovernmental Panel on Climate Change (IPCC) projected a global warming between 2.6

Figure 1: Effect of Pollination on cherry ripeness.

18 September 2015

Consistency of crop (Figure 1) is often a reflection of how each plant is in balance with its microclimate. This ecosphere, both above & below ground, which can differ from plant to plant, is crucial to understanding & delivering highquality consistent production.

To help understand the effects of these cycles on current Arabica plantings & ultimately cherry quality, I went into the under-story of South East Asia. For the past 9 seasons I have compared plant habitat, plant form, flora, fauna & physiological aspects of Arabica from Indonesia, Laos, Vietnam & Thailand.

Hortons Road Tasman, 43 km west of Nelson & 41degrees latitude south of the equator. Nelson is unique in its inherent nature of maritime influence, not only experiencing long sunshine hours but cool night temperatures. This diurnal factor of temperature is a fundamental key in both the fruitfulness (cherry/leaf ratio) but more importantly cherry physiological ripeness (CPR).

Cherry physiological ripeness (CPR) from observation & in my opinion correlates to (QNON) in Arabica. Initial trials over 7 seasons & a subsequent trial over 5 seasons have shown a single selection of 500 plants of Arabica has tolerated frequent temperatures of 0 oC with short periods as low as -1.5 oC measured at 1.5 meters above ground level. Furthermore flower numbers, cherry size, evenness of ripening & cup quality compared favorably with geographic locations from traditional Arabica coffee growing regions.

It is clear that a rise in temperature would severely reduce existing growing regions & significantly effect cherry quality.

During this time, accompanied with 14 years (1984-1998) analyzing government climate data, it is a no-brainer to conclude “we” need to both adapt & evolve with the fluidness of what is happening around us. Often these effects of “change” cause speculation seen as adverse characteristics on the things we currently do. Along with most climate-related industries, the coffee industry drinks these effects but equally swallows opportunities for innovation & industry development.

To ensure fundamentals of sustainable cherry quality in cycles of change, we need to consider nature’s rhythm & diversity. Nature is a wise teacher with a long history of perseverance whom we need to realign with, draw awareness from, and understand what she is already preparing & implementing.

Geographic locations on the fringes of current natural adaptation are often the first to notice subtle indicators as a result of change.

Why continue to drink a reduced 'quality nectar of nature' (QNON) when nature has provided the APPS to make things easy!

Stimulated with this cup of knowledge I travelled to the South Island of New Zealand (Aotearoa o Te Waipounamu) to investigate Arabica plant function & cherry quality as effected by cool temperate climate. Trials were located in

In conclusion, findings suggest that there are possible alternative Arabica coffee-growing locations outside those currently planted. Whether these 'new world' locations are linked more closely with current microclimate, forecasted using predicted climate models or diversified with genetic selection, there are opportunities for increased plantings away from current growing regions experiencing climate cycle challenge, environmental sensitivity or unsustainable production. Additional advantages of plantings outside existing coffee growing regions includes the absence of established pests & disease.

More 'fluidly attune' plantings will ensure consistent high-quality crops with increased ecologically adaption & biological sustainability, ensuring the delivery of life's essence.

By Gregory Lupton, Plant Physiologist

100% protection with only 65% of the plastic.

With an advanced and streamlined design, the PBi valve has replaced millions of older designed valves over the past decade. Roasters all over the world, from some of the largest to boutique specialty houses, have made the switch.

Protection and functionality are key and their testing has shown that the PBi one-way degassing valve keeps oxygen away from their product in accordance with the most stringent industry standards. The PBi one-way degassing valve provides this world class performance while using 35% less plastic than other

See us at Coffee Fest booth #710

valves that have been on the market unchanged for nearly 50 years.

Use a valve designed with tomorrow in mind.

15300 Woodinville Redmond Road NE, Suite A • Woodinville, WA 98072 • www.pacificbag.com • bags@pacificbag.com • (800) 562-2247

19

La Roya A Farmer's Story

by Bill Fishbein

T

he La Roya Recovery Project assists smallscale farmers with training to eradicate the coffee fungus "la roya", and improve coffee crops and soil conditions.

There are now 541 farmers participating in the program, producing effective micro-organisms or EMs, a probiotic for plants, up from 383 and 95%, over 500 of them, are spraying with Effective MicroOrganisms. EM applications began in 2014 and we will be monitoring results for the next harvest starting October 2015 to March 2016. We are happy to report the coffee plants receiving EMs have begun to flower, indicating a good future harvest! We have also started pruning, pulp application, and land contouring practices, and will keep you up to date as we progress.

MAGDALENA RIVERA RAMÍREZ "I wasn’t motivated when I first started receiving training. I felt as if it was a waste of time. However, with encouragement from the promoters and coordinator, I continued. I started preparing my garden, and with the help of my promoter I sowed my vegetable seeds. Now I don’t buy vegetables. I only use the vegetables in my garden. And my son and I eat six eggs a week from my two hens."

FRANCISCO MATOM IJOM "During the 2014 harvest, production was so low and nearly all my plants lost their leaves.

I harvested about 600 lbs of coffee in total for that year. This year I have applied EMs to half my crops, pruned my shade trees, applied pulp and carved terraces. During only January and February of the 2015 harvest, I have already harvested 500 lbs of coffee and much more is expected in March and April. I am very happy with all this as my income supports nine children."

ROYA RECOVERY Having just returned from Guatemala I am happy to report that the leaves on the coffee plants that were sprayed with the Effective Micro-organisms are full, moist and with no signs of La Roya. There are small, medium and large buds appearing on the branches of the trees that had been sprayed with EMs previously. It appears as if La Roya has been arrested at least on those farms that employed the EMs. Now, attention is being paid to replenishing the soil.

Rich compost and ash provide nutrients and minerals lost from the harvest.

“Live Barriers” such as fruit trees and shade plants protect against high winds and rain. “Hard Barriers” such as rocks divert leakage from the runoff of nonorganic farms. Level curves and terracing protect against erosion and cover cropping will reintroduce nitrogen into the depleted soil.

By Bill Fishbein

NewsBites

20

Marley Coffee Announces Retail Availability of New Recyclable EcoCup The recyclable EcoCup is a clear capsule compatible with most Keurig® K-Cup® machines that allows consumers to see both the coffee grounds and the filter through the capsule exterior while also preventing oxidation. Marley Coffee recyclable EcoCup capsules are easy to recycle: peel off the lid of the pod, compost the grounds, discard the lid and filter, and recycle the outer cup. With the introduction of the recyclable EcoCup, all current Marley Coffee RealCup® single-serve capsules will begin transitioning to the new recyclable EcoCup format in the new refreshed packaging, allowing for improved shopability, and will remain at the same price point as the current Marley Coffee RealCup® single serve capsules. For more information on Marley Coffee and the new recyclable EcoCup, visit marleycoffee.com or contact Jessica Weeg at 646-7628724 or Weeg@havasformula.com

Calling All Coffee Houses - We Need Your Help The Coffee Trust is reaching out to local coffee houses and cafes all over the US to support the La Roya Recovery Project. This roaster-toroaster fundraising effort unites specialty coffee roasters, retailers, and customers throughout the US. Local coffee retailers are given, at no cost, educational materials to share with customers. Videos are provided for customers to watch and learn about La Roya and the complexities of life where coffee is grown.

Online donation keys are given to participating cafes to encourage their customers to support the effort online.

Colorful “Tip your Barista –Tip your Farmer” posters are offered along with brochures. With a few local coffee houses already offering tip jars for customers and a night of conversation with Bill Fishbein, the momentum is increasing. Help us build a coffee community that’s Stronger than Rust!

For more information or to donate visit: http://thecoffeetrust.org/ la-roya-recovery-project/ September 2015

F

i

d

e

A

FT

Cr

the best tasting NITRO coffee available!

™

om aft . c f t Dr

D R AFT

af

tDraf

m

Cr a

CR

Bo

e Fi d na

a n

C

Bo

B

2014

A ,C

™

e v

t de f i F a r ona raft D

A R A

S ED IN ANTA BA EW R BR B de with a m lo

c t.

o

BONA FIDE ALLIANCE DEAL FOR ROASTERS - $99 Lets Be allies!

Send us 2.5 lbs of your favorite beans, we'll do basic R&D and ship you back a 5.16 gallon Sankey D keg of your coffee brewed to perfection with our proprietary brewing and kegging process.

A SENSIBLE SOLUTION -Stable 90+ day refrigerated shelf life -Free shipping to most locations for orders of 40 kegs+ -Contract and volume discounts available.

CONTACT US TODAY!

bonafide@caribbeancoffee.com (800) 932-5282

Coffee fest Portland

October 23-25 2015 • Oregon Convention Center 250 Exhibition Booths • 90 Classes & Workshops Best Espresso, Best Coffeehouse & Latte Art Competitions

NEW FOR 2015: VIP Attendee Package • Drink Innovations Lab Successful Coffeehouse Seminar

Register Today: www.coffeefest.com 800-232-0083 Mark Your Calendars!

Coffee Fest New York: March 11-13, 2016 Coffee Fest Dallas: June 10-12, 2016 21

Roasters Rock

Finding the Value in Roasting Classes

Rocky Rhodes

B

ack in the day… (All old roaster stories start like that) there were no, none, nada, zero classes for the professional roaster. Everybody was on their own.

revenue for your company? Will you be able to get a raise? A promotion? Will you gain a skillset that makes you more valuable to your employer?

The answer is yes to all of the above!

Roasting classes, especially those that have been created by multiple experts in the field as opposed to a single source, squish tons of good info into them. The combined knowledge and skills make these classes really come alive. Imagine the decades of experience that went into Roasting 101. Even if you have been roasting for a while, you will benefit from the insights of others.

Large companies had internal ‘roaster operator’ classes that moved people up the ranks of production to run the roasting machine. The first goal of these classes; don’t burn down the building. The second goal; produce exactly the same coffee over and over again as efficiently as possible.

Back in the day… If you wanted to be an ‘artisan’ roaster you had two choices for learning the trade. The first was to find a mentor that would share industry secrets and allow you to apprentice with them for a while. The second was to figure it out for yourself by just getting started and hope for the best.

The first approach is only as good as your mentor. A mentor that probably taught himself. The second approach was fun, like being in the Wild West, but was probably an expensive learning curve and VERY time consuming.

Luckily for the rest of you youngsters, (Another thing old roasters say) you don’t have to take either of the above paths. You owe a lot of the availability of knowledge to an industrious group of volunteers that formed the Roasters Guild.

These professionals thought it would be a great to be able to teach the newbies as well as experienced roasters alike. This would be a knowledge transfer of the things that go into creating and improving their roasting craft. They combined their collective experiences with research from SCAA and others to create the first roasting classes.

Over the years, SCAA has been able to add professional educators to staff and really focus on being able to deliver consistent, professional material. The roasters guild members are still called upon as subject-matter experts and their knowledge is fit into a teaching structure that is repeatable.

Taking a class can have two levels of value. First is the knowledge you acquire. Just remember, you can learn a lot of this stuff by yourself by just doing it. But every good businessman will tell you that if you can pay to learn something it will always be a better value than trying to learn it on your own.

The second level of value is the opportunity for growth, the improvement of your product or the savings in expenses that you can achieve after learning the content of the class.

Every roaster I know has told me that they have benefitted in their business and personal growth by taking the classes far above and beyond what they paid for the class.

So back in the day, I would have gladly paid to learn what I learned the hard way. Take advantage of the classes available to you.

You will always learn something that will help you.

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

Back in MY days as a young(er) roaster I took my first roasting class at the SCAA show in Anaheim. I was VERY intimidated to say the least. I had a mentor that taught me everything he knew. I had about 5 years of roasting under my belt. I was supposed to know what I was doing. As it turned out I was doing the best job I knew how, and that job was just a wild guess as to how it generated the results I wanted.

I took a roasting level 1 course. I remember thinking “Holy Cow! That is what’s going on inside the bean?!?” My table lead, Kathi Zollman made me feel so great about learning that I forgot about being embarrassed. I became a devout student of the craft and tried where I could to add to the content of classes being formed.

22

So where is the value in taking roasting classes? If you shell out a couple thousand dollars to get your Roaster Level 1 certification will it result in more September 2015

23

Work Hard, Play Hard PCCA Style!

by John Hornung

A

lbert Scala, financial guru of the coffee-trading world, spends time in the mountains of Brazil, the government offices of Colombia, and cooperative farms in Peru. Mostly, though, he’s hunkered over phones in his office at IFC Stone in Miami, Florida, watching the coffee futures markets and advising his clients on trades, puts, and calls.

This past September of 2014, however, found Albert with the spray and roar of the Deschutes River nigh on his right hip, shoulders bent over the handlebars of a rented mountain bike, exhilarating down the ruts and jumps of an 18% grade riverside trail. Right behind him, grinning ear to ear, was Daniel Robles Muguira, a coffee farmer from a family steeped in Mexico’s rich coffee culture. Daniel’s family runs coffee farms, a decaffeination facility, as well as a soluble coffee production plant in Veracruz. At this moment these two respected members of our coffee tribe were not thinking of Roya, the New York C market, or drought in Brazil; they were instead cutting tracks on a dirt bike trail, focused on hanging on ‘till they could skid their steel stallions to a halt at the base of a waterfall marked on their route map, and take a refreshing plunge in the still pool at its base.

Just downriver from Albert and Daniel’s journey, Leanne and Murray (The Silver Fox) Ross, of Dreyfus in New Orleans, and Arianna Hartstrom of Costa Oro Green Coffee Warehousing & Distribution in Portland, Oregon were riding horseback through the high desert splendor of central Oregon.

23 miles to the west, Johnny Hornung and Robin Gittins of Incasa Coffee in Berkeley, California, the longest running importer of wholesale soluble coffee in the US, were riding a chairlift up the north slope of the majestic volcano, Mt. Bachelor - one in a series of towering volcanic peaks that form the Cascade Range extending northward for more than 700 miles (1,100 km) from northeastern California, through Oregon and Washington, into southern British Columbia. Robin and Johnny's summer chairlift ride was taking them above tree-line to a wonder of majestic views and a beautiful downhill, scent-filled, vista-rich hike back to their rental car.

Other coffee professionals were rafting the Deschutes, playing golf, or sharing a beer or cup of coffee over lunch with newfound friends.

And so it went that Saturday at the Pacific Coast Coffee Association’s 83rd annual convention in SunRiver, Oregon. Greg Thayer of Cascade Coffee in Seattle, Washington, had this to say about his time that afternoon: “I had lunch scheduled with one of our film suppliers and a joint customer to discuss business opportunities. It was a beautiful day at the hotel restaurant overlooking the golf course and Mt. Bachelor. Another

film supplier was about to be seated near us so we invited him to join us at our table.

He brought with him an equipment manufacturer and a competitor to our customer. We sat around the table and made introductions, and got to know one another. We had a terrific lunch together! We were able to lay aside our sense of business competition and corporate ‘boundaries’ to just be human, laugh, and make new friends. We met people in the industry that we never would have known if it weren’t for the PCCA gathering us together. To this day, I stay in touch with all the parties I met at our ‘spur of the moment lunch.’”

And so it goes at many of the PCCA's events, where coffee professionals who belong to this West Coast based trade association realize that good business means making good friends; where sharing memorable experiences together creates bonds of friendship that form the basis of solid and trusting working relationships; where, “Work Hard, Play Hard” is a motto to be lived, and to be shared. And hey, even if you don't end up making the sale to your newfound friend, you've rafted the Deschutes!

To find out how much being a part of the PCCA can benefit you, your company, and your good times, join us at this year’s convention, Sept. 17-19, 2015, during the wine grape harvest season in California’s incomparable Napa Valley. www.paccoffee.com/ John “johnny” Hornung is Vice President of Incasa Instant Soluble Coffee, the country’s longest running wholesale soluble coffee importer and distributor. He lives in Berkeley, California, and is happy to be a part of the coffee world after years as a musical event producer, professional sailor, and home builder. He is nominated to become the next President of the PCCA at the September, 2015 convention, joining his father Jack Hornung, uncle Ernie Kahl, and cousin Steve Kahl in that role.

24 September 2015

Add a Scoop Supplement-Boosts TM

Call today to learn how Add a Scoop Supplement-Boosts can help you promote wellness and increase profits.

415.382.6535 | www.AddaScoop.com

Need a Boost?

KOSHER, VEGETARIAN, & GMO FREE

Coffee Shop Manager Everything You Need to Manage Your Coffee Business

•

Tablet & Traditional POS Options

•

Online & Mobile Ordering

• Photo: Alessandro Ciapanna

•

for the Ixil Region of Guatemala Uniting coffee cafes, coffee drinkers and coffee farmers to ensure the future of specialty coffee and the people who grow it.

A nationwide campaign enlisting coffee retailers and customers to support a safe, organic and sustainable solution to stop the spread of coffee rust, recover coffee production and help coffee farmers feed their families.

www.TheCoffeeTrust.org/La-Roya-Recovery-Project

Purchase Online! www.ShopMoistureTesters.com

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

Moisture test calibrations available:

Print and Apply Coffee Labels to Your Products.

Integrated Loyalty & Gift Card Features Enterprise Reporting

Call or click today for a FREE Coffee Shop Manager demo:

800.750.3947

www.coffeeshopmanager.com Come visit our booth at SCAA in Seattle, April 10-12

Big on ice Small in size

Watch a case study video at www.primeralabel.com/PeaceCoffee

www.primeralabel.com | 1-800-797-2772

Take your coffee roasting to a new level. Experience the innovation of the Roastmaster™20 for yourself.

Schedule a private roasting trial today.

iceforcoffee.com www.buhlergroup.com T 763 847 9900

, Fast e ra t Accu lts!

Resu

• Green coffee • Ground roast • Naturally dried coffee

M ME EA AS SU UR R II N NG G S SY YS ST TE EM MS S

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

M ME EA AS SU UR R II N NG G S SY YS ST TE EM MS S

800-837-0863

A Division of CTB, Inc.

www.MoistureTesters.com CTB ADVERTISING Ad No. S-7029/201312 Shore Measuring Systems

25 CT Ad_Sept.indd 1

8/4/2015 8:49:08 AM

Advertisers Index Company..............................................................Phone.....................................Web..................................................... Page... Coffee Fest Booth Add a Scoop Supplements...................................... (415) 382-6535.........................addascoop.com........................................25 Aerobie, Inc................................................................... (650) 493-3050.......................aerobie.com...............................................13....................................... 803 Aflac................................................................................. See Web......................................aflac.com/business.................................5 Alliance for Coffee Excellence............................... (406) 542-3509.......................allianceforcoffeeexcellence.org..........26 Asean/Stalkmarket..................................................... (503) 295-4977........................stalkmarketproducts.com.....................25 Bloomfield Industries................................................. (314) 678-6336.........................bloomfieldworldwide.com....................21 Buhler Inc....................................................................... (905) 754-8389........................buhlergroup.com......................................25 Burke Brands / Cafe Don Pablo............................ (305) 249-5628........................cafedonpablo.com...................................25 Cablevey Conveyors................................................... (641) 673-8451..........................cablevey.com.............................................11 Caribbean Coffee Company................................... (800) 932-5282........................CaribbeanCoffee.com............................21 Caribbean Coffee Company................................... (800) 932-5282........................CaribbeanCoffee.com............................12 Coffee Fest Trade Show........................................... (800) 232-0083.......................coffeefest.com..........................................21........................................100 Coffee Shop Manager................................................ (800) 750-3947.......................coffeeshopmanager.com......................25........................................517 Daterra Coffee.............................................................. +551937288010.........................daterracoffee.com.br..............................11, 15 Double Team Inc.......................................................... (877) 320-3880........................double-team.com....................................20 Dunkin' Brands............................................................. (781) 737-3000.........................dunkinbrands.com...................................2 Flexicon Corporation................................................. (610) 814-2400.........................flexicon.com...............................................14 Follett Corporation..................................................... (800) 523-9361.........................follettice.com.............................................25 Fres-co System USA, Inc.......................................... (215) 721-4600..........................fresco.com..................................................9 Grey Fox Pottery......................................................... (612) 767-7407..........................greyfoxpottery.com................................20 International Coffee Consulting Group............... (818) 347-1378...........................intlcoffeeconsulting.com......................25 Java Jacket.................................................................... (800) 208-4128........................javajacket.com..........................................13....................................... 303 JoeTap............................................................................. (800) 325-5893........................joetap.com..................................................7............................................113 Lbp Manufacturing Inc.............................................. (800) 545-6200.......................upshotsolution.com................................13 Lee Hays & Associates.............................................. (712) 246-3301..................................................................................................26 LMI Pacakaging Solutions........................................ (262) 947-3300........................lmipackaging.com...................................11 Mother Parker's Tea & Coffee Inc.......................... (800) 387-9398........................realcup.com................................................17 NAMA.............................................................................. (312) 346-0370.........................vending.org................................................23 Orleans Coffee Exchange........................................ (800) 344-7922........................orleanscoffee.com...................................21 Pac Coffee Consultants, Ltd................................... (425) 512-9478.........................paccoffeeconsult.com............................26 Pacific Bag, Inc............................................................. (800) 562-2247........................pacificbag.com.........................................19........................................ 710 Plitek, Llc........................................................................ (847) 827-6680........................plitek.com...................................................3 Pod Pack International, LTD.................................... (225) 752-1160...........................podpack.com.............................................22 Primera Technology, Inc........................................... (800) 797-2772........................primeralabel.com.....................................25 Pro-Line Packaging.................................................... (630) 422-1012..........................pro-linepackaging.com..........................13 Scolari Engineering.................................................... (856) 988-5533........................scolarieng.com..........................................28 Shore Measuring Systems........................................ (217) 892-2544.........................moisturetesters.com...............................25 State Farm Insurance................................................. See Web......................................st8.fm/bizinsurance.com.......................27 The Coffee Trust.......................................................... (505) 670-9783........................thecoffeetrust.org....................................25..........................................10 Tightpac America Inc................................................ (888) 428-4448.......................tightvac.com..............................................26........................................719 Tomlinson Industries.................................................. (866) 269-1303.........................tomlinsonind.com....................................13 Vessel Drinkware......................................................... (855) 883-7735.........................vesseldrinkware.com..............................17........................................ 701

AllStar Tools Coffee PROCESS ConsultING

PAC Coffee Consultants, Ltd. Kurt Eichmeier 425.512.9478

keichmeier@comcast.net

‑ Need to increase capacity? ‑ Add products to production? ‑Improve production costs? ‑ Want to explore options?

Vacuum Container

Tightvac 888.42.TIGHT www.tightvac.com

Tightvacs are the ultimate Coffee & Tea container!

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

Tightvacs guarantee the smooth flavor your customers pay for.

Coffee Producer

Sleeves

Coffee Engineering Consultant

Alliance for Coffee Excellence Cup of Excellence® 503.208.2872

Java Jacket 800.208.4128

Lee Hays & Associates 712.246.3301

AllianceForCoffeeExcellence.org

The Alliance for Coffee Excellence is a U.S.based nonprofit global membership organization that advances excellence in coffee through its flagship Cup of Excellence competition and auction.

www.javajacket.com

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

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

26 September 2015

Specializing in capacity analysis, green coffee handling & storage, roasting, roasted handling and storage, grinding, degassing, and packaging equipment.

Call for references from satisfied clients!

“Thanks to Lee, our new plant is working flawlessly.

Lee’s meticulous facilities and equipment planning and execution saved us a fortune.”

William H. Kirkpatrick, C.E.O. Cameron’s Coffee

27