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May 2016

www.CoffeeTalk.com Vol. XXIX No. 5

CONNECT. GROW. PROSPER!

The Role of Packaging

See Exhibitor Highlights page 22

page 8

20

Big Business & Corporate Social Responsibility— Five Reasons the Coffee Industry Needs CSR Programs

Electronic Service Requested

14

Tales From Origin— Peru - How to Make Friends and Influence People

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

Producer Profile — Santa Elena, Costa Rica

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

10

CONNECT. GROW. PROSPER!

$4.75 Per Issue • Complimentary to Coffee Professionals

This Month


Contents

6

The View CONNECT. GROW. PROSPER!

6

Calender

8

Connecting the Dots The Role of Packaging

10

10 Producer Profile — Santa Elena, Costa Rica

Producer Profile

Santa Elena, Costa Rica

14 Tales From Origin— Peru - How to Make Friends and Influence People

Roaster's Rock

12

Compassion, Caring, and Kindness in Coffee / How and Why to Build a Giving Program

14

Peru - How to Make Friends and Influence People

18

One Produder's Journey

Tales From Origin

20 Big Business & Corporate Social Responsibility — Five Reasons the Coffee Industry Needs CSR Programs

Cows to Coffee

Big Business & Corporate Social Responsibility

20

Five Reasons the Coffee Industry Needs CSR Programs

22

Cup of Excellence

Expanding the Reward for Farmers

Need to update your subscription or address? Visit http://coffeetalk.com/forms

WHO WE ARE

Phone: 206.686.7378, see extensions below

22

Coffee Fest Show Listings

24

NewsBites

26

Advertiser Index

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

The Role of Packaging

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. CoffeeTalk considers its sources reliable and verifies as much data as possible. However, reporting inaccuracies can occur, consequently readers using this information do so at their own risk. 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 © 2015, HNCT, LLC, All Rights Reserved

4 May 2016


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The View

Kerri Goodman

T

he View this month is dedicated to the Coffee Industry of Costa Rica. Thank you for a beautiful, memorable, amazing coffee tour...

Calendar May 12-14

6

Indonesia International Cafe, Coffee, Tea & Chocolate Festival; Senayan, Jakarta

May 13-22

Ka'u Coffee Festival, Ka'u, Hawaii

May 16-20

World Competition Judge Certification, Europe (Location TBD)

May 16-21

Gather Coffee Company Q-Grader Exam Course, Chicago, IL

May 21-24

National Restaurant Association Show, Chicago, IL

For complete and updated show information visit our online calendar: http://magazine.coffeetalk.com/industry-calendar/ May 25-29

World of Coffee & Tea, Bangkok, Thailand

June 5-9

World Competition Education Program, Seoul, South Korea

June 6-11

Gather Coffee Company Q-Grader Exam Course, Tulsa, OK

June 8-10

Vietnam International Coffee & Dessert Fair, Ho Chi Minh City Vietnam

June 9-12

Singapore Coffee Festival, Singapore

June 10-12

Coffee Fest Dallas, Dallas TX USA

May 2016


W

hat are the components that go into choosing the best packaging for your product? There are so many choices and understanding the needs of your product is the first step in understanding what should your packaging do. Yes, good packaging should be eye-catching, but it also needs to trigger an emotional response. It is the emotional response that becomes the “call to action,” and ultimately a purchase of the product. Are you taking the best advantage of marketing your product through your packaging choice? When is the last time you conducted a packaging audit? Perhaps it is time to look at your current packaging and see if you have taken everything you should have into consideration when choosing your packaging. Packaging has many roles, and to explore those roles we must first understand what you should expect from your packaging. The base, most fundamental purpose of packaging is to be a vessel for containment to carry, keep, and hold product(s) until it is purchased by the end user. Sounds simple, but depending on the needs of your product, there is an entire world of science behind packaging. Choosing a type of packaging must first begin with what type of product you are selling. What is the weight and format of your product? Is it a single nonconsumable item, is it a dry, free-flowing product, or is it liquid? What are similar products in the market place packaged in? Do you want to follow suit and do something similar, or do you want to step away from the norm? Before you decide to break away from the norm, keep in mind, there are usually solid practical reasons behind the “norm”. For example, some reasons to consider are shelf space allowances, portability, and distributional needs.

Whether you are using a bag, a pouch, a box, a can, or a carton—the need is the same; protection. If you are packaging a consumable item or an item that has a more unstable nature, the protection requirements of packaging goes to another level. You must now rely on your packaging to be food-grade in nature and protect against contaminants, while holding your product shelf stable. Take flexible packaging for coffee for example. Coffee, once roasted, needs to be in an environment with as little oxygen as possible. A traditional 3-ply foil laminated coffee bag will provide a great barrier of protection against oxygen permeation. However, keep in mind, as fresh roasted coffee is packaged and sealed, it is still releasing CO2. The CO2 will build up the pressure in the bag and you will need a functioning one-way degassing valve to release it. Looking beyond protection, your packaging has to sell your product. It must provide the ability to promote and display in such a way that it inspires the consumer into purchasing. In packaging, we have a saying, “it is the package that gets that first sale, what’s inside the package, brings them back.” It is the billboard for your brand that sets you apart and conveys a story. It allows you to showcase your product, highlight the benefits, and trigger an emotional response for your consumer. It needs to help position your brand for resale. Careful, thoughtful planning has gone into the creation of your product; give it the best stage for its debut as possible through the same careful planning in choosing the concept of your packaging.

Product needs to be protected and the packaging surrounding that product has a responsibility to keep the integrity of the contents inside of the packaging. Regardless of what you are packaging, this is critical. If the consumer purchases your product and it is damaged, you have lost. If this happens to a first time customer, you may or may not get the opportunity for a resale. If this happens to a long-term customer, hopefully they make you

Packaging serves multiple roles and helps define your spot in the market. It is a useful tool that allows for full functionality, preservation, and advertising of your product. However, the final role of packaging is the one we strive for above all others; portability. In the end and with simple practicality, it needs to be able to be carried off the shelf.

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Connecting the Dots

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Producer Profile: Costa Rica | Santa Elena | Tarrazu

Region Tarrazu

Cupping Notes

Arabica Variety

Full round mouth, dry, brown sugar, dark fruit, sweet aftertaste.

Caturra

About the Farm

Santa Elena is an estate Costa Rica Tarrazu coffee run by the third generation, Luz Marina Trujillo. I grew up playing with coffee, "not dolls"! From the tree to your cup it's a chain that can't be broken! When you become a client of Santa Elena, you are not just buying coffee, you are becoming part of the family, promoting and maintaining a tradition of high standards. In short, as owner I take care of the land and the workers, the workers take care of the customers and the customers take care of me. We welcome your visit, "come and hear the singing".

More Information sanelena@hotmail.com

Altitude (meters) 1500 Processing Method Honey, picked ripe, floated, pulped, and sun dried

Certifications Cafe Practices

Aroma Spicy, cocoa, caramel, panela

Flavor Chocolate, raspberry, citrus

Body Syrupy, smooth, and satiny

Acidity Grapefruit, lively

10 May 2016


Roasters Rock

COMPASSION, CARING, AND KINDNESS IN COFFEE

Rocky Rhodes

How and Why to Build a Giving Program

C

ommon decency. In order for this to exist, it must be common. In many parts of daily life you are met with the unfriendly, possibly rude, and often inconsiderate people that are not even acknowledging anyone other than themselves. It is tough to blame them, as they were probably never educated in the fine art of being of service to others around them. This is exactly the opposite of the Specialty Coffee Professional. If you are reading this, you can count yourself among the group. This group is made up of individuals that understand they are part of a greater community. They also believe that members of this community deserve respect. They handle themselves, and act, with common decency. The Higher Calling – and how to make it profitable If you ask anyone in this coffee group, “Who in the industry is in most need of help?” you would be told that the farmers and/or pickers of the coffee are suffering most. But they would also tell about the homeless in their own neighborhood or the kids without school supplies etc., etc., etc. It is because they are built with a gene that wants to do good in the world and serve others. They are compassionate, caring and kind. From the outside this sounds more like a mission outreach or a service club of some kind. But it is not. It is better because it is also a group of entrepreneurial risk-takers that understand the ‘value’ of service. It is precisely this sense of financial awareness, combined with the mindset of entrepreneurial self-preservation, that drives the creative service that can be self-sustaining. There are a couple of ‘fundamentals’ at play. One is practical and one is more metaphysical. It seems that the coffee industry understands them both: 1) You can help more people if you take care of yourself first. 2) You always get back more than you give. Business owners that understand these two concepts tend to build reasonably-sized and well thought-out giving programs. Some companies exist for the sole purpose of doing good work and others support programs that are near and dear to them. Here are some examples: Pure Service Focused Groups: • Coffee Kids: Training and mentoring young coffee farmers • Grounds for Health: Performing cervical cancer screening for women of our coffee growing regions. • Cafe Femenino: Supporting women and families in our coffee growing regions. Social Economic groups / Marks: • Root Capital: Lending capital, delivering financial training, and strengthening market connections for agricultural small and growing businesses. • Rainforest Alliance: Conservation of biodiversity and ensuring sustainable livelihoods. • Fair Trade: Cultivates an equitable trade model by certifying and monitoring sales of coffee from participating farms. Small, Impactful Individual Programs • Hacienda La Esmeralda: Scholarship program for full time workers on the farm. • Better Barista: Training at risk youth and assisting in job placement.

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All of the examples above recognize the ‘fundamentals’ listed above and they make sure that they are first and foremost healthy organizations. They take care fiscally so they can remain in service to others. Secondly, they serve their community with no expectation of reward and yet get rewarded constantly. The programs grow because they are leading by example. So what can you do to help your community and your business? The answer seems a little obvious at this point: do something to give back to your community. The real question is how can you do it in such a way as to have maximum impact KNOWING that it will also have a positive impact on your business? Hint 1: Start small. Giving is like muscle building. If you strain too hard at the beginning, you are going to pull something! Build up a habit of doing good. Maybe a collection jar on the counter that will be used to buy food for the local pet shelter. When that works out, start building your giving muscle. Hint 2: Let everyone you know participate. Lead by example. Decide what you are going to do and then ask others to come along with you. This is good for several reasons. One is that there is comfort in numbers. It is way easier to do something when others are helping. Another is accountability. If you said you are doing something and others know, there will be an expectation that you will actually finish what you start! Hint 3: Tell everyone about it. Think of the old “pebble in the pond” analogy. You need to let people know what you are doing and what you have accomplished. The returning ripples will astound you! You will find support and encouragement from places that you never considered. And guess what? They associate your good works to the business you are in and are likely to not only support your charity but also your business. Hint 4: Treat it as a business. Hold regularly scheduled meetings to discuss the success and setbacks of your program. Set up an advisory board to help guide strategic thinking. Produce a P & L just for the program and make sure it can be self-sustaining and grow. Hint 5: Expect nothing and accept everything. When you set out on your new adventure, do it with love in your heart and a pure desire to help others. When you do this, things start flowing back to you. Often this will be admiration, publicity and even money. Accept these things. They are being presented to you as a direct reaction to your efforts. They are other people’s way to say thank you and play a role in the success of the program. So live your life with compassion, caring and kindness. Treat others with common decency. Start a giving program, run it like a business and be ready for great things to come your way. It always works! 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 May 2016

Photo by Trish Rothgeb


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Tales From Origin Peru - How to Make Friends and Influence People

by Dean Cycon, Founder and CEO, Dean's Beans Organic Coffee Co.

M

y first visit to Pangoa Co-op in Peru in 2003 marked the first time an American roaster had come to the co-op. Because of my background as an indigenous rights lawyer, I was particularly interested in visiting some of the more distant native grower communities of Pangoa. All of the cooperative’s directors and office staff wanted to come, as did many farmers from other towns. In the morning, our three-truck convoy carried on over the mountains. This was the Amazonian side, where the mountain streams drained into that incredible river and flowed on to its Brazilian and Ecuadorian tributaries. The roads were considerably degraded here, and what towns we passed were miserable and small. We were headed to Boka Kiatari, an Ashaninkas settlement of about sixty families. “It’s really wonderful that all of the directors came along,” I remarked. “This is the first time for any of them to visit Boka Kiatari,” Esperanza replied. “They haven’t visited their own members’ lands? Just because it’s so far from Satipo?”

The Pangoa Board of Directors make the trip!

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the village leader. He patted my shoulder warmly and welcomed me to the land of the Ashaninkas. He introduced his sons, Fredi and Adolfo, and the other men. Then Don Nyako looked long and hard at the trucks. After an excruciating silence, he nodded and walked back toward the village. Esperanza told everybody it was safe to come out now. The Pangoans piled out of the trucks and walked quietly behind the Ashaninkas men. The village was a small compound of 10 three-sided huts arranged in a semicircle. The walls and roofs were made of saplings strapped together, and the walls were adorned with skins, feathers, bows, and arrows. In one of the huts, five women and several small girls worked over a huge metal pot plunked down onto a well-stoked fire. An armadillo leg bobbed up and down in the stew. Don Nyako called to the oldest woman, who came grudgingly over to his side. She wore the same maroon shroud, the lower half of her face a dark red. Her eyes were black, but they burned with the intensity of the coals in the wood fire. Talking story with Ashaninkas farmers.

“No, they are not allowed by the Ashaninkas. They might get shot if they came uninvited. Thirty years ago, colonos invaded the territory with the approval of the government. They really tore up the land. They logged all of the oldest trees and dammed some rivers. So a lot of the Ashaninkas sided with the Shining Path rebels up here. It’s kind of a dangerous place.” As we rolled into the first hamlet within the indigenous territory, ten short, stocky men stood in the road. They were barefoot and dressed in red ochrecolored shrouds. The bottom half of their faces were painted a deep red and their straight black hair was covered with feathers. Some carried rifles, others had bows and arrows. Esperanza, Evaristo, and I got out of the first truck. Nobody else moved. Esperanza waved hello to the oldest man and introduced him as Don Nyako,

The men and women of the co-op and the tribe were talking in small groups, getting to know each other. Occasional bursts of laughter or shouts of approval rang through the compound. Cameras appeared and group shots were organized. After the photos, Don Nyako called everybody to sit for the formal greetings. He invited Esperanza to speak first. She recited the long and painful struggle of the cooperative, ending with the good news of their first Fair Trade sale to Mr. Beans (nobody ever gets my name right!). She passed around the little green foil bag of Pangoa’s Pride that I had brought, the first time anyone at the co-op had ever seen their coffee roasted and packaged - and with their name on it! The Ashaninkas fondled it lovingly, sniffing the aroma through the gas valve in the bag. Esperanza explained the description on the bag. The men smiled and nodded approvingly. She also told the crowd that I had delivered a profit share to the co-op to fund needed development projects. Don Nyako spoke next. He told the history of the Ashaninkas and how they had resisted Spanish colonizers and kept their culture into this modern age. He spoke evenly about the land invasions of the recent past and the damage done. He ended brightly that it was a new day, as the colonos and the cont. on page 16

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Origin

Ashaninkas women preparing the meal.

Dona Nyako tells it like it is!

Ashaninkas were gathered together for the first time. Don Nyako turned to his wife and asked her to speak. She looked at the ground, shook her head, and mumbled something sharply. Don Nyako asked her again and a third time before she finally consented to speak. She walked into the middle of the assembly and stood next to me. I smiled at her. She looked slowly around, her eyes burrowing into each face she focused upon. We waited expectantly. She took a deep breath and spoke. The words exploded out of her fiery red mouth.

Although I was taken aback by her accusation and the intensity of her short speech, I recognized that she was right.

“You people stole our land! Now you are here to steal our coffee! Get away from here!” She looked straight at me. “Get away from here now!” She folded her arms and glared at Don Nyako.

Dona Nyako stared at me for a long time. Then she grunted, turned, and stomped off toward the cooking hut. Don Nyako smiled at me.

The crowd was dumbstruck. Esperanza turned to me and said pleasantly, “It is now your turn to speak.”

“My friends, Dona Nyako is correct. In the past, people came and stole the land and abused the people. And we come here with promises that it will be different. So I ask Dona Nyako not to judge us on our words, but to judge us on our deeds.”

“She really likes you.”

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Cows to Coffee One Producer’s Journey

by Jems Brynestad

I

t’s been two months since I left the Campos family and their coffee farm in San Jeronimo and my back still hurts—I certainly got the work I asked for, and more. I went to Costa Rica with a list of things that I wanted to learn, but I was abruptly shown just how much I don’t know. I was able to check things off my list, but the most valuable lessons I learned during my time in Costa Rica were not what I expected. San Jeronimo is not part of any famous coffee region like Yirge Cheffe, Ethiopia or Antigua, Guatemala. It’s in the south part of the country, a good distance away from the renowned Costa Rican coffee regions of Tarrazu and Naranjo in the West Valley. I knew that at this new coffee project I would be able to work with a new mill and new specialty coffee in San Jeronimo, but I was expecting to learn more in the famous regions I had heard of and tasted coffee from before. My new boss Senel Campos was not always a coffee farmer. He originally raised cows and also spent some years working in construction in the States. The Campos family started in coffee just seven years ago and began producing specialty coffee only three years ago when they sent a sample to my friend Ricardo. I met Ricardo Azofeifa while working as a barista in New York. He is a former barista competitor and currently exports specialty Costa Rican coffees with 100 Libras Exporters and consults for farmers like Senel. Regardless of his background, Senel cares for his plants like a specialist. As soon as the harvest began to slow down he brought me to prune plants with him. This turned out to be more complicated than I expected—there’s all sorts of rules! You can’t cut a trunk too low, and you can’t cut it too high. There can’t be too many trunks, and there can’t be too few. Certain branches need to be pruned, but others should stay. It was a great combination of hard labor and extreme attention to detail. In other other regions I found coffee plants that were four meters tall. Many of them were bent over from the weight of the leaves, their branches resting on the ground. I called Ricardo and asked him why Senel spends so much time pruning his plants when I saw so many other plants in other parts of the country that were not treated in the same way. The answer really impacted

me. Ricardo explained that Senel has had a few different professions and is new in coffee. Because of this, he is great at adapting and humble enough to accept advice from people who offer it. Senel gathers knowledge from agronomists, exporters, and his neighbors and puts it all into practice. This often requires many more hours of work and higher expenses. The Campos family is now producing some of the best honey process and natural process coffee in the Brunca region. Senel is a true specialty coffee man because he takes pride in his work, but not so much pride that it hinders an open mind. To me, that’s the key to good coffee.

18 May 2016


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Big Business & Corporate Social Responsibility Five Reasons the Coffee Industry Needs CSR Programs

A

re big corporations singularly focused on profitability with little social conscience? Cynicism exists when it comes to big business and corporate social responsibility. Large corporations should be welcomed to the table for discussions if we are to create a sustainable coffee industry. Some of our favorite brands are being folded into publically-traded companies. The coffee industry, like many others, is consolidating. As I sat in Professor Jane Nelson’s CSR class at the Harvard Kennedy School last spring, my eyes were opened to the challenges major corporations face. I learned the complexity in building a credible CSR program; it’s not as simple as you may think. My favorite diagram showed a multitude of stakeholders, with consumers being a primary force. Not-for-profits, researchers, and academics must provide awareness to social, economic, and environmental ills. Others stakeholders must signal business to act including governments, financial advisors, CSR professionals, hedge funds, and many more. Business must then develop a credible program as it considers all risk factors both socially and economically. Basically we need consumers, financial markets, and many other stakeholders to push towards the need for CSR. We are fortunate that stakeholders in coffee are pushing more and more towards CSR and sustainability.

“Consumption is the sole end and purpose of all production; and the interest of the producer ought to be attended to, only so far as it may be necessary for promoting that of the consumer.” Adam Smith, Scottish Economist 1723-1790 While many may question the motives of big corporations and their commitment to CSR, here’s why we should not give up: 1.) Big Impact We need the power of big business to help solve supply chain inequities, climate change, and other huge challenges. Big corporations have the capacity to foster change. Many do, and we tend to overlook their positive actions. Large corporations can engage large financial institutions, for example a World Bank organization. The International Finance Corporation (IFC), a private sector financer, considers social and environmental impact as part of its engagement with clients. Linking big corporations with financial institutions that offer tools, support, and data to assist in implementation of social programs has merit and can move the needle on responsible business. Several coffee companies are engaged in programs with the IFC. 2.) Coalitions Can Work Relax a little on gaining a competitive edge and find ways to collaborate. A pre-competitive coalition can take on systematic social and environmental challenges. Alignments must offer meaningful and necessary change, not collaboration for the sake of collaborating. Special interest groups may be challenging for large corporate engagement. Special interest groups tend to have a narrow focus around specific and important issues; large corporations operate in a much more comprehensive environment, where a narrow focus in a particular area of social responsibility may not be feasible in comparison to a broad-scale approach.

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3.) Patience Pays Off It takes time and effort to change course. Systems are in place to receive the intended outcome and any change requires new systems and time for team members to come onboard. Change can

by Phyllis Johnson

happen over time. Unlike with small companies, where small changes may have little to no impact, small changes in large corporations can have much greater impact in the short term. Change necessitates longer lead times for implementation. Slow and steady movement in the right direction yields incredible impact.

At the end of the day, we’re all just people. Responsible thinking people work for big corporations 4.) Responsible Thinking People Work for Big Corporations Often we think of corporations as big heartless profit-seeking monsters without any sense of social conscience. Smart and talented individuals work for corporations and seek to engage in socially responsible actions. A small group of individuals within a large organization can be effective change agents. 5.) Stakeholder Demands While coffee farmers may be among the first to communicate the need for responsible business, it takes many more voices and activities to join the conversation before change takes place. While there are many challenges with every system, there are still actions that show the need for responsible change in our industry. We need engagement by governments, financial markets, national coffee boards, special interest groups, and others. Often we are too close to our own issues to step back and realize the challenges others face. In summary, we need big business because no one entity can make the necessary changes. We are a part of a supply chain that’s connected in a way that operates at its best when we are all engaged around common themes. Our challenges are interlocked. In addition to Jane Nelson’s class, a personal business experience helped in shaping my opinion about big corporations and CSR. Success was possible due to patience and willingness for individuals with common interest to develop solutions. As a result, we’ve experienced not only a business relationship, but insight and appreciation between a small and large corporation focused around responsible business. Positive outcomes resonate throughout the entire supply chain.

Women’s Empowerment in the Coffee Supply Chain at Radisson Hotels Phyllis Johnson is the Co-founder and President of BD Imports, and has sourced coffees for some of the most notable coffee companies, as well as hospitality brands in the US. She is dedicated to promoting sustainability and responsible sourcing throughout the global coffee community with emphasis on empowering women in coffee supply chains. Phyllis is a keynote speaker and consultant to organizations including the United Nations, International Trade Centre, Economist Intelligence Unit, and board member, National Coffee Association. She graduated from the University of Arkansas with a Bachelor of Science degree in Microbiology and, most recently, from the Harvard Kennedy School with a Master’s degree in Public Administration. She is recipient of many awards on the subject of women’s economic empowerment including the 2015 Barbara Jordan’s Women’s Leadership Award from the Harvard Kennedy School Women in Public Policy Program. May 2016


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Cup of Excellence — Expanding the Reward for Farmers by Susie Spindler, Founder & Executive Director When beautiful coffees remain undiscovered, everyone loses. What is the solution then? Introducing the new 2016 Alliance for Coffee Excellence National Winner program, giving more farmers a chance to be recognized. Farmers that have great coffees but that did not win Cup of Excellence – farmers that, even last year, would have been winners – now have an opportunity to hope for a premium and build a marketplace relationship. These national winning coffees have been deemed the best by the national jury and are perfect for roasters wanting to find high quality, specialty milled, farmer-identified coffees for their line up. Buying a national winner can help create a new farmer relationship giving many more farmers hope that by entering Cup of Excellence there is a reward even if they do not win. Listed on its new online platform, ACE now provides easy access to these excellent semi-finalist coffees.

O

n any given day a coffee farmer works, waits and wonders. He and his family hope that this is the year that his coffee rewards him with a price that gives him a leg up, allowing him to do more than just feed his family; he hopes this is the year that life will be better with more opportunities for his children; he hopes that just one roaster or importer loves the quality of his coffee enough to pay the extra premium and make his efforts worthwhile. This has been Cup of Excellence. It has been the shining hope for farmers that their coffees will be good enough to impress the judges, inspire the bidders and change their future. For thousands of farmers COE has turned hope into reality and it still continues to do just that. But what happens when Cup of Excellence demands ever-higher quality and a coffee must score very high points? What happens when too many small farmers do not believe they can win? They may not take the chance, they may not enter, and they may sell their coffees at a much lower price elsewhere.

Cup of Excellence buyers will remain focused on the best of the best with prices reflective of their uniqueness. Global coffee leaders and members of The Alliance for Coffee Excellence will continue to support extraordinary farmers, advances in infrastructure, transparency and will keep breaking through the barriers of what is possible. As fewer coffees win Cup of Excellence, buying an ACE national winner, in addition to Cup of Excellence, will usher in a new level of economic sustainability for the now famous competition and auction. Becoming an ACE member and supporting both programs is easy. Log in to AllianceForCoffeeExcellence.org to register for membership, receive samples, participate in the auction, bid on the coffees and support a deserving farmer’s hope and wonder.

Please Make Sure to Visit these Coffee Fest Exhibitors

Coffee Fest Trade Show 112 coffeefest.com (800) 232-0083 Coffee Fest has been fortunate to educate, entertain and serve more than 300,000 specialty coffee pros since its inception in 1992. Your Events www.coffeefest.com See our ad on page 13 Coffee Holding Company 310 coffeeholding.com (800) 458-2233 From one bag to a full truck, Coffee Holding Company provides green coffee solutions to specialty roasters including exclusive Daterra Estate and Organic Certified coffees. See our ad on page 27

CoffeeTalk 901 coffeetalk.com (206) 686-7378 INFORMATION IS POWER - Do you know as much as your competition? Do NOT give them the competitive advantage! CoffeeTalk makes it easy to stay on top of industry news, new products, industry trends, and profit-building strategies. Subscribe to CoffeeTalk’s three publications FREE at http://coffeetalk.com CoffeeTalk - Industry Intelligence for Smart Business People. Java Jacket javajacket.com The Original Green Coffee Sleeve. Comes in 100% Recycled Natural Kraft or White. Can be custom printed with your design. See our ad on page 19, 26

801 (800) 208-4128

Prana Chai 418 us.pranachai.com (914) 433-0301 The original, award-winning fresh chai blend. Hand-crafted with premium spices, tea, fresh ginger, organic honey. All-natural ingredients only. Nothing artificial. Voted #1 Coffee Fest 2015. See our ad on page 24

22 May 2016

Promac - USA 507 promac-usa.com (844) 776-6221 Promac: since 1982 in the espresso coffee machines sector. We produce professional espresso coffee machines technologically GREEN advanced, easy to use CLUB and with a high competitive quality / price relationship. See our ad on page 16 Vessel Drinkware 706 vesseldrinkware.com (855) 833-7735 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 www.vesseldrinkware.com, or call TECHNICAL FEATURES CLUB is a line of single-unit professional (206) 763-0366 espresso coffee machines with reduced dimensions and high performances. See our adAvailable oninpage the versions ME19 (automatic), PU (semiautomatic) and PU/S (semiautomatic with integrated water tank and water softener). Auto leveller, single scale manometer for visualization of boiler pressure, volumetric pump (except for the PU/S version which has a vibration pump).

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Walker Coffee Trading, LP 207 walkercoffee.com (713) 780-7050 COLOURS Shop around for your beans! Visit www. walkercoffee.com to see our green coffee offering lists. Our reputation stands out GROUPS for our great quality of beans and excellent customer service. TECHNICAL DATA See our ad on page 23 Grey

“The producer reserves the right to change product specifications without notice”

Brew Global 911 mybrewista.com (307) 222-6086 BrewGlobal (www.brewglobal.com) is the international distribution house of Brewista® (www.mybrewista.com) and Caffewerks® (www.caffewerks.com) brewed beverage products, Cafetto® cleaning products (www.cafetto.com), and Rhinowares® barista tools (www.rhinowares.com). See our ad on page 26

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NewsBites 2016 United States AeroPress Coffee Brewing Championship Results – Atlanta, Georgia Ben Jones of Ristretto Roasters (Portland, OR) won the 2016 United States AeroPress Championship on April 16th after a night of hot competition in Atlanta, Georgia. 40 competitors from around the United States, competing in heats, brewed coffee using AeroPress coffee makers for star judges Michael Phillips, Matt Perger, and Amanda Juris. Chattahoochee Coffee hosted the event at their Westside location at 790 Huff Rd. NW, where enthusiastic emcees Jared Truby and Chris Baca kept the energy level high. A carnival atmosphere prevailed with an Aerobie ring toss, free tattoos, and hot dogs and cotton candy on offer. Jones also won a ticket to Dublin, Ireland to compete in the 2016 World AeroPress Championship to be held on the 23rd of June. Mike Cannon of Velton's Coffee (Seattle, WA) took second place and Nelson Icenhower (Nashville, TN) of Slayer Espresso took third place. The Best Coffee Brewer in America Last weekend, 37 of the top brewers in the country competed for the title of United States Brewers Cup Champion held in Atlanta, GA. The U.S. Brewers Cup highlights and celebrates the fine art of manual brewing. After months of hard work and dedication to the craft, our very own Todd Goldsworthy came up on top… for the second time! They key ingredient - a blend of passion and unparalleled attention to detail. “When I walked off the stage, I had said everything I wanted to say,” he said. “Everything went the way I had hoped it would.” - Todd Goldsworthy Moving forward, Todd will go on to compete and represent the U.S. once more for the World Brewers Cup in Dublin, Ireland this June.

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Burke Brands LLC Expands to Accommodate Private Label Demand Burke Brands, LLC recently expanded their coffee roasting capacity to accommodate the increasing demand for their small batch roasted specialty coffees for private label clients. "We have seen tremendous growth with

the recent addition of several private label clients," said Owner and CEO Darron Burke. "What sets us apart is our experience; we have a dedicated supply of the highest quality green coffee available, and can offer excellent wholesale pricing. We roast to order, so the coffee is consistently delivered as fresh as possible. We also are able to offer trending Organic coffees, being a certified Organic production facility." Burke added: "We are a one-stop shop for anyone interested in selling high quality, small batch roasted specialty grade coffee in their own packaging." Yunnan Coffee: Green Coffee Competition – Record Auction Price Hot new Origin – Cool new Buying Platform. The Yunnan Coffee Exchange sponsored the Best of Yunnan Green Coffee Competition and Auction. A panel of both local and international judges was seated and used the Q-Grading system developed by the Coffee Quality Institute to grade the coffees. From over 100 micro-lot samples submitted, the panel picked the top 12 coffees. The final 12 coffees were auctioned off this week in Shanghai, where the top lot garnered a record $126.38 USD / pound. These coffees will be featured in the YCE booth at the SCAA show in Atlanta. The Yunnan Coffee Exchange (YCE) is now online and hopes to be the predominant coffee exchange in Asia. It is an online coffee auction open to any bidder in the world. The trading will only involve traceable lots or ‘Farmer Identified’ coffee. All will be micro-lots with a Q-Grade of 80+.

quality and positively impacts their perception of the establishment. Portable Espresso takes Coffee Fest New York's Peoples Choice Award Also new at Coffee Fest was the chance for attendees to cast their vote for their favorite new product. Attendees chose from the 29 new products that participated in the New Product Showdown, which were also displayed in the Product Showcases all weekend. It was a close race, with only three votes separating first and second place, but Portable Espresso proved victorious with their Minipresso Portable Espresso Maker. POS System Built for Coffee Shops Finally, a point of sale system that is built for Coffee Shops. Cash drawer, printer, scanner, and credit card reader are all included in one beautiful package. Our favorite feature is the flip that allows customers to select a tip and sign. Receipt choices are text, print or none. Use text numbers later to offer a free cup of coffee or say thank you. Credit card rates are competitive and we can help you transfer your merchant account seamlessly. Reporting helps you manage your business and is available from any

S&D Coffee & Tea, in partnership with Datassential, has released a second study on young coffee drinkers (YCD). The study, “Millennials: The Language of Coffee and the Role of Sustainability,” outlines key purchase drivers and the impact of sustainability on those purchasing decisions. YCDs continue to be a key demographic for away-from-home coffee consumption and growth; approximately 30 percent of coffee consumed by YCDs is purchased away from home. Highly engaged with the coffee category, YCDs are also more concerned with the entire coffee supply chain — making sustainability an important value that indicates high

May 2016

computer or you can simply view in the Datio POS iPad App. We offer free support via phone, text and email. Learn more by visiting our web site or give us a call. Datio POS, datiopos.com 408-643-0990 (text or call). Sign up today and get the software for free for 2 years. LMI Packaging Solutions Celebrates Community A team of LMI employees worked to “turn” LMI blue for the month of April to increase awareness of child abuse and neglect prevention programs in their community. Activities included tying symbolic blue ribbons around the grounds, wearing blue apparel, and participating as a team in Kenosha’s 2nd Annual Turn the Town Blue 5k Family Fun Run/Walk. This work is a demonstration of LMI’s commitment to one of its core values, Community. LMI supports employees in the time and resources they dedicate to community service, reflecting a culture of giving back to their communities and keeping service to others a priority. “We are proud of how our employees make our community a priority, shown in the time they’ve recently volunteered with United Way events like Readers are Leaders and Turn the Town Blue, as well as the Polar Plunge for Special Olympics,” shares Meg King, Human Resource Manager.


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Advertisers Index Company............................................................................ Phone.....................................Web..................................................... Page.............Coffee Fest Booth Add a Scoop Supplements.......................................................(415) 382-6535......................... addascoop.com........................................25 Ahlstrom..........................................................................................(860) 654-8300....................... ahlstrom.com............................................17 Brewista|Brew Global.................................................................(307) 222-6086........................ mybrewista.com.......................................26.................................................... 911 Buhler Inc........................................................................................(905) 754-8389........................ buhlergroup.com.....................................25 Cablevey Conveyors....................................................................(641) 673-8451.......................... cablevey.com.............................................13 Coffee Fest Trade Show............................................................(800) 232-0083....................... coffeefest.com..........................................13......................................................112 Coffee Holding Company.........................................................(800) 458-2233........................ coffeeholding.com..................................27................................................... 310 Costellini's.......................................................................................(877) 889-1866......................... costellinis.com..........................................26 Coteca | Hamburg Messe..........................................................see web....................................... hamburg-messe.de.................................21 Curtis.................................................................................................(800) 421-6150......................... wilburcurtis.com......................................3 Datio POS........................................................................................(408) 643-0990...................... datiopos.com............................................16 Don Pablo Coffee Roasting Company.................................(305) 249-5628........................ cafedonpablo.com..................................25 Flexicon Corporation..................................................................(610) 814-2400......................... flexicon.com..............................................14 Follett Corporation......................................................................(800) 523-9361......................... follettice.com............................................25 Fres-co System USA, Inc...........................................................(215) 799-8032......................... fresco.com..................................................9 Giesen USA.....................................................................................(888) 814-4347......................... giesenusa.com..........................................23 Grey Fox Pottery..........................................................................(612) 767-7407.......................... greyfoxpottery.com................................13, 16 Holiday House Distributing / Kook Tek / Brew Tek........(800) 443-4318........................ hhdonline.com..........................................23 Huhtamaki Foodservice, Inc. - Chinet..................................(800) 244-6382....................... us.huhtamaki.com...................................5 International Coffee Consulting Group................................(818) 347-1378........................... intlcoffeeconsulting.com......................25 Java Jacket.....................................................................................(800) 208-4128........................ javajacket.com..........................................19, 26.............................................801 JoeTap..............................................................................................(855) 456-3827........................ joetap.com.................................................11 Kettle Kups.....................................................................................(818) 757-7152........................... kettlekups.com.........................................13 Klatch Coffee Roasting..............................................................(877) 455-2824........................ klatchroasting.com.................................16 LMI Packaging Solutions...........................................................(262) 925-8145......................... lmipackaging.com...................................21 Plitek.................................................................................................(847) 827-6680........................ plitek.com...................................................2 Prana Chai.......................................................................................(914) 433-0301......................... us.pranachai.com.....................................24................................................... 418 Primera Technology, Inc............................................................(800) 797-2772........................ primeralabel.com.....................................25 Promac - USA................................................................................(844) 776-6221......................... promac-usa.com......................................16................................................... 507 Roblesabana Coffee....................................................................(281) 261-8070.......................... roblesabanacoffee.com.........................26 S&D Coffee & Tea.........................................................................(800) 933-2210........................ sdspecialtycoffee.com...........................25 Scolari Engineering.....................................................................(856) 988-5533........................ scolarieng.com.........................................28 Service Ideas, Inc.........................................................................(800) 328-4493....................... serviceideas.com.....................................25 Shore Measuring Systems.........................................................(800) 837-0863....................... moisturetesters.com...............................25 Smoke Dog | Inproheat..............................................................(888) 684-6776........................ inproheat.com/.........................................24 State Farm Insurance..................................................................see web....................................... st8.fm/bizinsurance.com......................7 The Coffee Trust...........................................................................(505) 670-9783........................ thecoffeetrust.org...................................25 Tightpac America Inc.................................................................(888) 428-4448....................... tightvac.com..............................................26 Vessel Drinkware..........................................................................(855) 833-7735......................... vesseldrinkware.com..............................19................................................... 706 Walker Coffee Trading, LP........................................................(713) 780-7050......................... walkercoffee.com....................................23.................................................. 207

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May 2016