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November 2016 | Vol. XXIX No. 11












TALES FROM ORIGIN Mexico – The Death Train Runs on Coffee 14


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The View

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Calendar Sustainable Organic Systems

Part 2 Building A Sustainable Organic Coffee System & Consumer Trust


What We Take for Granted

3 EASY STEPS TO MAKE SURE THOUSANDS OF INDUSTRY BUYERS CAN FIND YOU! 1. Login using your company’s domain name - we will then send you an email with a link to a pre-filled form with all of your current information on file. 2. Review your company’s phone, website, & business category for accuracy. 3. Customize your listing with a 25-word description.

illy Caffè Hosts First Ernesto Illy International Coffee Award

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Roaster's Rock

That’s it! You are done, and approved for another full year of listings in our online and printed Yellow Pages / Industry Buyers Guide.

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Perfection Process


Mexico – The Death Train Runs on Coffee


Lesson 3 : Calculating a “Cost of Goods”


Specialty Coffee is a Matter of Choice; Not a Beverage of Chance

Tales From Origin

Getting Profitable


Free Trees Give Costa Rican Coffee Farmers a Double Shot


Producer Profile: Single Origin Specialty Coffee (SHB) | Costa Rica

Cañuelas, Naranjo - West Valley | Cafe con Amor


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Sustainable Organic Systems

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 Copyright © 2015, HNCT, LLC, All Rights Reserved

4 November 2016


INTEGRATED SCALE AND TIMER The KitchenAid® Precision Press Coffee Maker has an integrated timer and scale that makes it simple to measure brew time and the precise ratio of coffee grounds to water all within the carafe to achieve a full-flavored and full-bodied French Press brew. VISIT KITCHENAID.COM/GETSOMETHINGBREWING

The View

Kerri Goodman


elcome to our Sustainability issue. Having just read all of the articles in this issue, I am inspired and invigorated by our industry. In this issue, you will find articles ranging from “Ending Poverty through Gender Equality,” thanks, Kelle Vandenberg, to the creating the "Perfection Process" of authentic craft coffee from Rocky Rhodes. As usual, much of the focus is on quality as well as sustainability with Tom Harding finishing up our two-part series on Building Sustainable Organic Systems. Spencer Turer makes a great contribution reminding us that "Specialty Coffee is a Matter of Choice; Not a Beverage of Chance." Ed Arvidson helps keep the focus on profitability by giving a primer on "Cost of Goods." And Dean Cycon's "Tales from Origin" reminds us of the incredible hardships faced by many. Wendy Burton of World Tree shows us a shining example of making a difference in the world.

The Legend Continues Twenty-five years ago, the coffee world was changed forever by a passionate visionary who had a dream to improve coffee quality and the lives of those who grow it. Dr. Ernesto Illy was the original pioneer of "Direct Trade" relationships, and a good friend and mentor to me as an Advisory Board member at the very beginning of CoffeeTalk. Adam Paige of illy caffe shares with us a bit of history behind the first Ernesto Illy International Coffee Award being held November 1st in New York at the United Nations. I am honored to have been selected to be a member of the international jury for the competition.

Making a Difference Winning Project Announced

Dr. Ernesto Illy & Kerri Goodman, mid 1990's

Congratulations go to The Coffee Trust and their project, The Food Sovereignty Cycle, the 2016 winner of CoffeeTalk's Making a Difference! As the most-read project in the year's issue, it will receive a direct donation from CoffeeTalk for $1000. I hope you get a chance to read about this project impacting families in Guatemala. You can view it online at kerrigoodman9/docs/ctmagazine.2016.07/30


For complete and updated show information visit our online calendar: November 13-19

ASIC's 26th International Conference on Coffee Science, Kunming, China

December 1-3

1st Café Chengdu 2016, 1st Franchise & Licensing Chengdu 2016, Century City New International Convention Centre, Chengdu China

The Speciality Food Festival, Dubai, UAE

December 15-17

HotelEx Guangzhou, Guangzhou, China

November 10-13

Seoul International Café Show, Seaoul, South Korea

January 12-14

November 11-16

Tea, Coffee, and Wine Expo; Taipei, Taiwan

3rd Café Malaysia 2017, MATRADE Exhibition & Convention Centre, Kuala Lumpur Malaysia

January 21-25

Sigep, Rimini Fiera, Italy

November 1

CAC’s 2016 Annual Conference, Toronto, Ontario Canada

November 2-4

NAMA CTW, Nashville, TN

November 2-4

International Coffee and Tea Festival, Dubai, UAE

November 3-4

ASOEXPORT Coffee Summit 2016, Cartegena Colombia

November 7-9

6 November 2016

Sustainable Organic Systems Part 2: Building A Sustainable Organic Coffee System & Consumer Trust


by Thomas B Harding Jr., President, Lehigh Valley Organic Growers, Inc.

n today's world of Product Labeling Schizophrenia (i.e. Organic, Non-GMO, Humane, Fair Trade, Farmer Justice, etc.) it is essential to engage in a legally recognized organic certification program that enforces organic product labeling claims through annual farm and handler plans, inspections, and re-certification by an accredited third-party certifier.

complete product traceability system, and with supporting documentation and verification, must be maintained for all parts of the organic system. It is inspected and re-certified annually by a USDA-NOP Accredited Certifier. This same system is required for all organic processors and handlers of organic coffee.

It is essential to point out that under the NOP Standards, the system is processed-based, which includes the whole system, from seed-to-shelf. Non-legal standards and/or residue testing and/or residue levels do not determine organic product certification. The NOP requires periodic residue testing and reporting of any residues found; the rule is that organic product cannot contain residue levels exceeding 5% of the EPA and/or FDA Residue Levels. The NOP now requires their accredited certifiers to pull annual residue samples as a percentage of their client base and report those findings.

Someday soon, some responsible organic coffee group and their consumers will trace their organic coffee from packaged lot #'s - and back to origin; including small growers. In fact, this system will provide complete organic product transparency, traceability, and authenticity to assure consumer and brand trust. Organic transparency is possible; it only awaits leadership. And when this leadership takes up this important challenge, it will forever change the paradigm for the organic coffee industry. What I have tried to do in both Part 1 & 2 is to convey to the organic coffee industry and our valued customer base a legally enforced set of high standards. Organic System Plans (OSP), inspections, and annual certification using a common seal (i.e. USDA ORGANIC) is where our development, production, marketing, and consumer education dollars should go.

It's important to recognize the critical elements of organic systems; transparency, traceability, audit trail and product recall are required by the NOP for all certified entities. The question remains; why organic product transparency? Today's consumer is label smart. They read product labels before they buy, to make sure these products meet their principles and values. Price is important, but product quality, taste, and values exchanged are more important to today’s consumer. Millennial Parents, ages 18-34 (as reported by OTA Survey/ SFN-9/22/16), are more aware of the benefits of organic, place greater value on knowing where their food was grown and processed, and are deeply committed to supporting a food system that sustains and nurtures environmental, social, cultural, and economic principles of sustainability. In fact, they are demanding full transparency and product traceability form seed-to-shelf, and they will support nothing but food they can trust! I have had the privilege to work with small, medium, and large growers in many parts of the world, but organic is size-neutral and all farmers must meet the rigid organic standards and requirements. Small farmers make up most of the organic coffee production worldwide. It's a group I find the most challenging and rewarding, particularly when they are not formally organized as a legal entity, which is required. The organic community and governments have set up a special certification category - GROWER GROUPS. They are required to demonstrate and verify they have in place an Internal Control System (ICS), giving them management capability and administrative responsibility. They control and record farmers’ field maps, crops, planting stock/seed, fertilization, crop tools, pest management, materials labels, annual re-certification, schedule inspections, and records throughout the organic system. Also recorded are crop harvest, quality, quantity, gross/net organic coffee produced by grower, and, if they also produce both organic and non-organic coffee, they must prove they can keep organic separate from non-organic, otherwise they will not be certified records are essential here! They maintain post-harvest records like: coffee cherries harvested, processing location, wet/dry coffee and the final product sold and to whom. Waste management re-use/compost is critical too. This entire process is supported by detailed record keeping. The above audit trail system constitutes a

In order to build a sustainable, trusted, fair-priced and balanced organic coffee supply-chain, we as an industry must invest and change the current agriculture policy and subsidy programs, as we partner with family farmers of all sizes and community-based producer groups to transition to certified organic status, utilizing incentives, instead of subsidies. We need to assist in organizing and educating all family farmers on the benefits of organic farming, on proven methods and sustainable practices, to not only grow organic coffee for export revenues, but also to grow local sustainable foods for their communities. With the threats of climate change and limited natural resources - vital soil, water, and land we need to secure our future supply-chain through rewarding partners and building mutually beneficial models for our common good. For many years, organic products have been seen and labeled at a premium price, too expensive for the average consumer to buy - this has all changed in the last twenty years. Consider the real cost of food at the farm gate under the current heavilysubsidized and supported system, and the impact of the intensive chemical use, which flows downstream into our air and water systems, the cost to the environment, the health risks to our farmers and consumers, and the cost to clean up this externalization. Considering that sustainable and organic farmers internalize these cost at the farm gate, sustainable and organic products are a good investment in a values-based system, and a fair market price for all. By buying Certified Organic coffee you will be supporting a responsible system that supports family farmers, and rural communities and businesses that deliver these values-based products to the consumers who do give a damn, and it will be important to the next generation of organic coffee producers and consumers! Thank you.

8 November 2016

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What We Take for Granted by Kelle Vandenberg


en years ago, Al Gore’s documentary, An Inconvenient Truth, aired. The goal of the film was to raise the public’s awareness of the dangers of global warming. It was a call to action, a call for change, and an effective tool for beginning conversations about climate change, global warming, and sustaining the planet.

equality—they are absolutely connected. Women represent over 50% of today’s population, and gender inequality deteriorates the fabric of social and economic advancement. Without equal opportunity to education, training, and equal-paying jobs, women are unable to sustain their families, and communities slide further into poverty and generational decline.

In fact, in the first few years after the film, once mainstream media realized they could make money on fear-fed stories regarding global warming and climate change, they stopped trying to deny the existence of it and began reporting on rising sea levels. This at least continued the conversation, and global warming and climate change became household terminology.

Moreover, adding women to the supply chain has proven to be a profitable business strategy with economically sustainable results. Women tend to keep the money in the community, reinvesting in community food and health programs, with a focus on building strong families.

Continued exposure to the issue allowed people to transition their thinking from this as an overwhelming unsolvable problem to a real, right-infront-of-you problem that we could take action against. In September 2015, the UN adopted a resolution for sustainable development that had the ambitious task of targeting 17 sustainable development goals by 2030. Overall the goals were established to “end poverty, protect the planet, and ensure prosperity for all”1. We understand that climate change is a global issue. However, we cannot address it all equally, as many parts of the effected world live far below the basic level of human existence. Ending global poverty and hunger while offering good health and education to the planet’s peoples is critical to the success of global sustainability. By raising people up to a sustainable level, we will be better suited as a population to address the sustainability of the planet. AFFORDABLE AND CLEAN ENERGY: Sustaining the Lifeline of Connectivity Many areas of the world are without access to modern electricity. In fact, roughly three billion people rely on wood, coal, charcoal, or animal waste for heating and cooking.2 Energy is the lifeline of connectivity on the issue of global sustainability. It is critical that we understand that access to energy is pivotal to a sustainable economy. Think about all the times throughout your day that you use electricity. On the job, in your home, at the supermarket. Then expand that beyond you. What energy is needed to grow the global food supply and transport it to your local supermarket? How does energy or the lack of it effect production of goods and services? Without access to energy, the quality of life drops to the level of mere existence, rather than flourishing new opportunities. Without electricity, individuals must gather wood or animal waste for much of the day to maintain the family’s heating and cooking source. Drought, climate change, and population growth have affected the availability of fuel sources, and it takes longer and longer each day to obtain enough energy sources to sustain the family’s daily need. More often, it is the women and daughters that are sent out in search of fuel, limiting their access to education or opportunities, and decreasing a family’s chances for income and economic gain.


ENDING POVERTY: A Woman’s Issue Ending poverty on the planet must walk hand-in-hand with gender

GLOBAL CHANGE ON A SMALL SCALE: Being Inconvenienced How do we bring this large-scale issue back home and to the forefront of our everyday lives? By accepting that our consumer convenience is the driving demand in over-production of goods and services. By committing to reducing personal energy usage in every aspect of your day. By buying and/or growing food locally and eating with the seasons. Sustainability of our world starts at home, and it starts with being a little inconvenienced. TAKING SMALL STEPS TOWARD A MORE SUSTAINABLE HOME I. Reduce your product purchases and decrease overall global production. By eating less meat during the week, reusing glass jars for food storage instead of plastic bags, or buying second-hand clothing instead of new, you are decreasing the usage of:

A. Energy B. Water C. Carbon dioxide

If we can reduce the overall demand for products, especially those coming from around the globe, it will have a tremendous impact on reducing our carbon footprint on the planet. II. Reduce energy usage within your home and office. Use power strips for small appliances and switch them off when not in use. Hang clothes to dry—an indoor drying rack is easy to rig. Use task lighting in your office with CFL or LED low-wattage light bulbs. Shorten your showers—and skip the blow dryer. Sustainable development must be achieved peaceably or our social and economic panorama of people will only continue to decline worldwide. Already we have conflicts arising due to drought, land rights, and the fight to control natural resources at home and certainly abroad. This is larger than one industry or community. However, the coffee community is in a unique position, as we are a global industry relying on an agriculture crop, and global warming has a direct effect on our ability to sustain the industry we love. By helping farmers with access to clean water and working together to help reduce the effects of global warming, we can help to ensure that farms and the craft of coffee continue to be passed down to the next generation and their children yet to come. Sources: 1 2

November 2016

illy Caffè Hosts First Ernesto Illy International Coffee Award by Adam Paige


n November 1, 2016, illy caffè hosts the first annual Ernesto Illy International Coffee Award in New York City at the United Nations. A fitting title for the event named after the late visionary, Dr. Ernesto Illy, who was an international leader in the science of grading and choosing coffee; in promoting research on how coffee should be grown, and on engineering the machines and the way coffee is roasted and brewed. The award gives recognition to illy’s top quality growers, who produce the best beans throughout coffee paradises across the world for the family-owned Italian roaster. The competing producers flew in from countries including Brazil, Colombia, Costa Rica, El Salvador, Ethiopia, Guatemala, Honduras India and Nicaragua. Having pioreered direct trade over 25 years ago in Brazil, illy’s relationships with its growers run deep and on a symbiotic path with its core values heavily emphasizing respect for the environment and people that nurture coffee as a fundamental part of doing business. “It is truly an honor to name this industry award after my father, as coffee was his love and science gave him the power to sustain and grow coffee culture in every positive aspect,” stated Andrea Illy, Chairman and President of illycaffè s.p.a. Over a 10-month periord, the illy Quality Lab in Trieste, Italy identified 3 different coffee lots per 9 distinct and important coffee producing countries representing the best quality coffees from the 2015 crop. In total, 27 coffee

growers were invited to a special ceremony in New York City with the opportunity to be awarded as the best coffee from a jury of independent tasters that ranged from Michelin-stared chefs to coffee industry critics and journalists. While recognizing the best coffee growers from around the world, illy also emphasized the impact of climate change on quality Arabica during a conference with coffee producers in which data was shared from Columbia University’s Earth Institute, a global authoritative institution on the topic that is pursuing in-depth analysis on its effect on the coffee industry. “Climate change is the most severe threat facing agriculture production and the coffee sector especially high quality Arabica, which is more sensitive to weather than Robusta,” said Mr. Illy. “Any day in which the max temperature exceeds 95°F has a severe and damaging effect on Arabica coffee. Even small increases in temperatures under climate change can produce large decreases in yields, particularly in regions where temperatures are currently nearly optimal.” According to the Earth Institute, as elevation increases, the potential of coffee production increases too -- however, temperatures above 91.5°F at 3,280 feet above sea level are five times as damaging as they are at 830 feet above sea level. The higher elevations (average 2,296 feet) are where most coffee yields are derived.

Dr. Illy and family

Dr. Illy


Roasters Rock

Rocky Rhodes



ou sit down at your desk / cupping table / café table or wherever you taste the final product for your company. You / your lab assistant / barista hand you a cup of hot brown liquid. You put it to your lips, close your eyes, sit back in your chair and let out a long slow exhale with a silent word slowly escaping with your breath: “Woooooow!” This is not a word you normally use on your evaluation form. No, this is a euphoric experience of realizing that you have just tasted the ‘perfect’ expression of that coffee. Everything else you were doing fades away as you are consumed by this beautiful moment. As you reach the bottom of your cup your eyebrow starts to tense up and you sit up in your chair. This is the moment you realize that you have no idea how this happened or how to repeat it! It is time to invent your PERFECTION PROCESS. It has been said many times that roasting coffee is part art and part science. Let’s call the combination of these two things your craft. Anyone involved in a craft knows that the longer you are in it, the more fine-tuned you become at the nuances of your craft. To the ‘master craftsman’ it seems easy. To others just starting in the craft, the master seem like a magician as they do not understand how they get the results they do. In the coffee craft, ‘master roasters’ that have earned that title (as opposed to it being just given to them when they were hired), have something in common – a perfection process. They may call it something else, but they have one. It is time to start yours! DEFINITION: A perfection process in roasting is a way to plan, evaluate, execute, and repeat the ‘perfect roast’ for any particular coffee or blend. It is helpful to define ‘perfection’ in order to know when you have reached it. It is when the coffee can be no better for the purpose it is being used. The same coffee bean may have different ‘perfect’ roasts based on what it is being used for at the moment. An Ethiopian Yrgacheffe being served as a hand drip will likely have a different perfect roast than if it is being used as part of an espresso blend or being pre-ground into a pod or K-cup.

STEP 2: EVALUATION This is where the real ‘science’ of coffee roasting comes into play. You do not have to know all of the chemical interactions that are taking place inside the bean. What you really need to be is METHODICAL. This means you control a single variable at a time and test the outcome. Keep repeating this until you come up with the attributes you need. The variables you can control are COLOR, TIME, RATE OF HEAT ABSORBTION, and TYPE OF HEAT TRANSFER USED. For each variable, give yourself choices. To continue our example: Color 1

Color 2

Color 3




Fragrance / Aroma




























Uniform / Clean / Sweet








Finish Time




Finish Temp








Roast Profile Name





The master will know what needs to be different and why. The process will help them plan, evaluate, execute, and repeat the perfect roast for that Ethiopian coffee regardless of its final purpose. They know what they are doing and why. Be wary of the self-proclaimed master roaster that ‘can’t explain’ what they do but they just ‘feel it’ when it is right. Yeah…. OK… Perhaps they would do even better with a process!

In order to do this, you need discipline and many roasts. Note on the chart above, a record was kept of the roast profile, so if ends up being the perfect one you can repeat it. Note the subtle differences in body and acidity. Our Ethiopia example does not care about body, but needs BRIGHTNESS, FRAGRANCE, and BLUEBERRY. For this we choose the lighter COLOR and then move on to the other variables, executing the evaluation in the same way.

GETTING STARTED: All perfection processes contain the same fundamental elements: PLANNING, EVALUATION, EXECUTION, and DOCUMENTATION.

STEP 3: EXECUTION Do a final roast to prove it is repeatable.

STEP 1: PLANNING It cannot be stressed enough that you have to know where you are going in order to figure out how to get there. For roasters, you have to ask a couple of specific questions: “How will this coffee be used?” and “What is expected from this coffee in that use?” Roasting coffee is really about creating the attribute mix that is appropriate for the coffee and usage. When deciding the answer to the above questions, much focus is placed on two attributes of the coffee; aroma and flavor. This neglects several other ones, namely fragrance, aftertaste, acidity, body, and balance. Each of these attributes can be measured through cupping. This means that a master roaster must also become a master cupper. (Getting a Q-Grader Certification is a great start for that.)


blueberry flavors, exciting fragrance, and fruit finish. This is a GREAT purpose statement as it defines not only the use, but the desired outcome for the coffee.

Let’s use the Ethiopian mentioned above for an example: For this coffee, the USE is a blend component of a ‘house blend’ that needs to remain exactly the same all year round. The Ethiopian component is in there to add brightness,

STEP 4: DOCUMENTATION If you have doing the evaluation in a way similar to the example above, you will be able to hand this info to another roaster and they should also be able to execute on it. If not, maybe you don’t have enough documentation for them. Do you have to do all of this to be a master roaster? No, just print it on your business card and wonder why you can’t get the same coffee twice! If you want to master your craft, this type of ‘perfect process’ is what you will need. 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@ November 2016

Photo by Trish Rothgeb

We invite you to check out our programs: 1





Tales From Origin Mexico – The Death Train Runs on Coffee

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


or coffee farmers in the Americas, the year 2000 was not the New Millennium, it was the Perfect Storm. Coffee prices were at historic lows - often below the cost of production (yet major roaster retailers were not dropping their prices to consumers). World Bank structural adjustment policies were hitting farmers hard as social welfare nets were slashed. Free trade agreements were flooding Central and South America with cheap, subsidized corn from the USA, taking away local markets and jobs. By the hundreds of thousands, farmers left or were thrown off their lands and migrated to bloated cities. Many headed north, in the hope of making it to the fabled El Norte.

It was raining pretty hard when we arrived at the depot. Half of a big, black train was waiting to be coupled with the Death Train, and already there were a hundred people between the cars or sitting on top. The uniform of the day was black plastic garbage bags for ponchos and baseball hats. The only light came from a gas lantern at a food stall. Francisco, head of the local migrant protection agency, BETA, pulled up to the tracks as people swarmed the BETA boys, waiting for food packets.

Lost in the statistics is the human story of the coffee farmers and many others who have tried, and often failed, to make it north. Many died in locked vans in the Texas and Arizona deserts, deserted by the “coyotes” they had paid so much money for the trip. Others climbed aboard La Bestia, El Tren de Muerte, the large bulk carrying trains that travel from Tapachula. They held on atop the train, holding each other to prevent falling off when sleeping. Nothing could protect them from rape and robbery from the gangs. I heard about the Death Train from Nicaraguan farmers and decided to investigate for myself ten years ago. Though this tale is dated, the Death Train still rolls on.

“Here,” Francisco said bluntly as he shoved a bunch of food packets into my gut. “Start tossing.” We frisbee’d the packets out into the darkness. When the food was delivered, Francisco announced that I was there to talk to coffee farmers

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about their experiences heading north. Some of the crowd took their food packets and scurried away to eat or hide the food, while several young men came forward. We wandered off toward an embankment where we could all sit together. I explained that I was trying to understand the situation of the coffee farmers in these hard times, and that I wanted to take this information to the United States to make people more aware of their plight. “So where did you guys come from?” I asked tentatively, aware that these young men needed anonymity and stealth to get north successfully. Two brothers were from Nicaragua; a sixteen-year-old from El Salvador; an older man from Honduras; and two others remained silent. “We are from Matagalpa,” stated Benny, as he put his arm around his younger brother, Pablo. They appeared about sixteen and thirteen but I couldn’t be sure, as the rain, the darkness, and the Houston baseball caps kept me at a respectful distance. “Our dad lost the farm a year ago. Pablo stopped going to school to help out. We couldn’t pay his fees anyway and he liked to play hide-and-seek with the girls instead of studying.” Benny whacked Pablo affectionately on the back of the head. Benny continued, “We protested to the government most of last year, marching around the country with other farmers. But nothing happened, so we came north.” Julio, the older man, had been a shopkeeper in an impoverished coffee village in Honduras. He shared a lesson in Survival Economics 101. “I have only fifty pesos. I am hungry but I can’t buy food. I need the money to give to the gangs, the Mara. If I don’t have money to give, they might throw me off the train. Even those police in the black clothes steal from us if we look like we have something worth stealing.” My education was disrupted by a deep rumble that shook the ground. We turned and saw a huge black shape edging up the tracks toward us. The Death Train had arrived.

The migrants scrambled to pick up their backpacks and near the train. In the dull light it was difficult to see the details of the train—but it was easy to feel that looming, menacing presence. The train screeched and banged as it backed up to grab the waiting freight cars. Men and women scrambled to get in between the cars, the best place from which to hang on and not get hit by branches. Others climbed to the top and straddled the middle of the cars. I ran to the train and tried to talk to some of the new riders, urging them to hold on and care for each other, warning them about the gangs and what could happen if they fell off. They were all aware of the risks, but each thanked me for the advice. Other voices of counsel came out of the night. “Ten cuidado! Be careful!” “Watch out for the cops!” “Jump on!” “Climb up here!” The train lurched forward with a sudden and loud jolt. People screamed; some laughed. A few fell off amidst scolding or laughter from their companions, then jumped back on. The metal gleamed wet and slippery. The steel wheels, three feet in diameter, sharpened themselves on the tracks, waiting like a butcher’s slicer for the unfortunate who would fall off, get sucked under by the vortex and lose limbs or life to the voracious Death Train. The train began to pick up speed, slowly, inexorably. In a minute it was swallowed up by the black night.

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©2016 Flexicon Corporation. Flexicon Corporation has registrations and pending applications for the trademark FLEXICON throughout the world.

Getting Profitable Lesson 3: Calculating a “Cost of Goods”


o make money in the coffee business, you must control “cost of goods,” along with all your other expenses, and you must also increase sales. For this and the next month’s article we’ll concentrate on cost of goods, also referred to as your “cost of sales.” To put it simply, cost of goods (COG) is the money you spend on beverage and food ingredients, paper & chemical products, and retail merchandise. COG is usually analyzed monthly as a percentage of the sales those items create. For example, if you generate $30,000 in sales for a month, and use $10,000 of those items to create your sales, then your COG represents 33.33% of sales ($10K ÷ $30K = .3333 or 33.33%). Most profitable coffee businesses maintain a COG between 30% & 35%. This means that 30¢ to 35¢ out of every dollar earned in sales, will go back to pay for consumable products, a significant portion of your revenue! Items included in your cost of goods calculations are: beverage and food ingredients, ready-to-serve beverages and food items (bottled beverages, pastries from the bakery, etc.), paper and plastic goods (cups, lids, Java Jackets, napkins, trash bags, cellophane wrap, etc.), cleaning chemicals, and retail merchandise (including whole bean coffees to be sold by the bag or pound). To calculate your COG, you’ll need to count all the consumable ingredients left on your shelves after you close for business on the last day of the month. You will then need to multiply the total number of each item by its corresponding cost (what you paid for it), and then add together all the item totals. This will provide you with the dollar value of your month-end inventory. Your ending inventory dollar value will also be the value of your inventory the next morning, (your beginning inventory for the following month). Next, you’ll need to record the dollar value of all the consumable products you purchase over the following month. And finally, at the end of that month you’ll need to take another store inventory. With this information in hand, simply run the numbers through the cost of goods formula, which is: Cost of Goods Formula Beginning Inventory + Purchases - Ending Inventory = COG ($) ÷ Sales = COG (%) When you have generated your COG as a percentage of sales, the next question you need to ask yourself is: is this a good number, or a bad number? To answer this question, you’ll need to determine your “ideal cost,” which is what your COG should have been if it were a perfect world. In other words, if you experienced absolutely no waste, over-portioning, unauthorized

by Ed Arvidson

employee consumption, or theft, what would your cost of goods be as a percentage of sales? To determine your ideal cost, you’ll need to calculate the exact cost for every item you serve from your menu, in all sizes. As you determine the ingredient cost for each item, be sure to use the most current prices you paid for those ingredients. Then at the end of the month, record how many of each item was sold, multiply the total of each item by its perfect cost, and then add together all the extended totals. This will represent the dollar value of product that should have been used… if it were a perfect world. Divide that number by your actual sales to see your cost as an ideal percentage. (If your ideal cost ends up being over 35%, then it’s a good indicator that your prices probably need to be increased.) Now, simply compare the two numbers: your actual COG% vs. your ideal COG%. Understand that you should never actually achieve or come under your ideal percentage. This would require never making any mistakes in preparation or portioning, never losing any product to waste, spoilage or employee consumption, which of course is impossible! What becomes important is the variance between your actual and ideal percentages. Years ago, when I worked in the corporate restaurant industry, a variance of 1% to 1½% was considered normal, and acceptable. So, if you generated sales of $45K in a month ($1,500 per day), a loss of product valued at $450 to $675 would be expected ($15 to $22.50 per day). This may seem like a lot of money slipping away, and it is, but when you consider the scalded pitcher of milk, the two drinks left over at the end of the rush, the five day-old pastries you had to dispose of, and the two pots of drip coffee your employees dumped because the holding time had expired, it becomes more understandable. What you need to be on the look out for is a huge deviance from you ideal cost. What if you are 6% over your ideal? In the above example this would represent a monthly loss of product of $2,700 or $90 a day! At this point you would know you have problems far beyond a few erroneously prepared drinks, and a scalded pitcher of milk! Sadly, some coffee businesses are running a COG 5%, 7% or even 10% over what would be ideal, but the owners don’t even know that they have a problem. They might not be able to pay themselves, yet $2K, $3K, or more is hemorrhaging from their business every month. You have to calculate the numbers to know where you are at, and to determine if you have a problem! Next month we will examine why your COG might be inflated, and how to fix those problems. Ed Arvidson is a 25-year veteran consultant to the Specialty Coffee industry, and President of E&C Consulting. Elements of this article are from his new book, “How to Get Profitable in the Coffee Business.”

16 November 2016


Specialty Coffee is a Matter of Choice; Not a Beverage of Chance by Spencer Turer, Vice President, Coffee Analysts


reat care must be taken to ensure the intrinsic quality of the coffee, from farm to cup, is not destroyed by the process or the person preparing the beverage.

CLEANLINESS: The simplest way to improve coffee quality is to clean the brewing equipment. Natural coffee oils and fine coffee particles coat the equipment and will cause burnt, bitter and sour tastes to transfer from dirty equipment into a new brew. You don’t cook food in dirty pots – don’t make coffee in dirty brewers! Urnex brand cleaners are food-safe and recommended as part of a daily cleaning regiment of coffee brewers, grinders, and carafes. WATER: comprising 98%-99% of the finished brew, it is critical for the water to be neutral, at the proper temperature, and the right volume. Optimum water for brewing coffee is free from any flavors or aromas that are unpleasant: The Specialty Coffee Association of America recommends water purity at 50-100 ppm total dissolved solids, no iron and free of any taste, odor and particulates, with a pH of 6.5 – 7.5. Temperature plays a key role in extraction. Heated to between 195-205 F (90.5 – 96.1 C), all the intoxicating aromas and delicious taste will be extracted from the coffee. Cool water will not allow enough flavor to extract, while water too hot will burn the grounds and produce a flat, bitter brew. Volume is critical in controlling the coffeeto-water ratio. For drip brewers the ratio is 64 ounces of water to between 3.25 – 4.25 ounces of freshly ground fine-grind coffee as directed for Gold Cup Standard* brewed coffee. (This ratio, water temperature, and purity will allow extraction of 18% - 22% of the soluble material from the coffee, yielding a brewed coffee concentration (brew solids) at 1.15% – 1.35% solubles concentration) FRESHNESS: Roasted coffee is highly perishable and must be treated with care and stored correctly. Whole bean coffee can stay at optimum freshness for up to 2 weeks, while ground coffee will only stay at optimal freshness for

less than 1 hour in an ambient environment. Increased surface area of ground coffee facilitates the rate of staling. Store coffee in a cool, dry place away from light, heat, moisture and strong odors to maintain quality. Grind in a burr grinder immediately before brewing to retain flavor and aromatics; stale coffee will lose aromatics, sweetness, and taste malty, papery and mild. GRIND: Grinding coffee reduces the particle size, increasing the surface area. This plays a primary role in developing aromatics and taste in the brew. The level of grind must match the brewing method and is predicated on the length of the brewing cycle. Short brewing times, as in espresso and column brewers, require super-fine grind coffee for immediate and instant extraction, while longer brew times in the French press and immersion brewers require courser ground coffee due to the longer steeping extraction. Burr grinders produce a more uniform particle size then spinning blade-type grinders, which will produce a richer more complexly flavored cup of coffee. SERVICE: Brewed coffee is highly perishable; coffee specialists recommend serving coffee immediately after preparation. Holding brewed coffee should be for only 30 minutes in glass carafes or 60 minutes in thermal sealed carafes. Long holding times allow the aromatics to dissipate, reducing the sweetness and acidity of the coffee. Also, the solubles continue to cook in the brew, creating a flat, heavy, sour and bitter brew. *Gold Cup Standard – originating in the 1950’s, the Golden Cup Award recognizes excellence in brewed coffee awarded annually to retailers and restaurants whose specialty coffee is properly ground and brewed using scientific standards of quality, as administered by the Specialty Coffee Association of America. Are you drinking coffee at Gold Cup Standard and following the 5 key elements for coffee quality, or drinking the coffee of best intentions?

18 November 2016


Free Trees Give Costa Rican Coffee Farmers a Double Shot by Wendy Burton, CEO, World Tree


osta Rican coffee farmers are planting 10,000 free trees as part of an initiative to tackle climate change launched by Canadian company World Tree. The specially selected Empress Splendor trees provide much-needed shade for their organically grown coffee and a new revenue stream for the farmers. World Tree chose the Empress Splendor for planting because it is the fastest growing tree in the world (source: The Guinness Book of World Records). Within just 6 months, the trees can grow 10 feet or more, providing critical protection for the coffee plants which need shade for optimal growth. The Empress Splendor trees not only create shade for the coffee, they also provide a second revenue stream to farmers. The trees grow so fast that they can be harvested for lumber within 7-10 years. They produce a valuable lightweight, straight-grained hardwood that can be used for finishings,

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furniture, veneers, sailboats, surfboards and many other applications. World Tree takes a hands-on approach, helping the farmers manage and grow the trees, providing ongoing education, and finally brokering the sale of the lumber. Half of the revenue from the sale of the wood is given to the farmer. When the tree is harvested, it re-grows from the stump and will continue to provide both shade and income to the farmers for 50 years or more. In Costa Rica, shade-grown coffee plants are twice as productive as sun-grown and consistently yield higher prices for their higher-quality beans. However, farmers sometimes struggle to find the best trees to plant. For example, the eucalyptus tree has a shallow root system that competes with the coffee plant. Another popular choice is the poros tree, however farmers complain that it requires a lot of maintenance. The Empress trees not only protect the coffee, but their deep root systems also bring nutrients and water to the surface of the soil to feed the coffee plants. “I’ve heard that the Empress Splendor has many benefits for the environment and for us as coffee growers,” says Mauro Solis, a farmer participating in the program. “The carbon capture is important for our sustainability, and we are also very happy to get the benefit of extra income in 10 years.”

The project is backed by Canadian investors who want to offset their carbon footprint. The exceptional growth rate and large leaves of the trees makes them carbon sponges, absorbing 11 times more carbon than any other tree. When the NOVEMBER ISSUE trees are harvested they 2016 re-grow from the stump continuing the cycle of carbon sequestration.

Don Francisco’s son José and granddaughter Lisette, perfecting the roast at the family’s cupping table.

“These trees are amazing," says company founder, Wendy Burton, "They are not genetically modified, DATE 9/28/16 REVISE they are non-invasive and respond wellr0 to the organic farming used 1116 OCS CTin Costa Rica." FILE NAME/ methods TITLE

The coffee farmersDon haveFrancisco’s embraced the program, Coffee BRAND/ which has receivedFamily the support of Juan Luis Chaves, Reserve PRODUCT the mayor ofPUB Naranjo, oneTalk of the most important Coffee coffee growing regions in Costa Rica. They have NOV 2016 ISSUE by also been planted Coopedota, known by coffee na their Dota coffee. LIVE for lovers worldwide TRIM 5.833" x 6.3125"

“I am happy to think na not only about the benefit BLEED that I can experience here on my farm, but also the COLORS 4c bigger benefit, the change that we can do for the THE SHIPYARD AGENCY Solis. world,” remarks

For over 143 years, the Gaviña family has crafted coffee with the finest Arabica beans from around the world. Now, the signature Don Francisco’s Coffee Family Reserve® roasts are available for offices and break rooms as well. We offer a tradition of quality that encourages offices everywhere to join our family.

AGENCY Dale Cavazos PRODUCTION World Tree has been promoting the properties of

the Empress tree since 2002 and launched their 118 Advertising MEDIA Carbon Offset Program in 2015. This year they have planted over 50,000 trees with farmers in the United States, Canada, and Costa Rica, which will offset over 2 million tons of carbon over the next 50 years.

Come see us at Booth #413 at the NAMA Coffee, Tea & Water Show.

The ‘Free Tree’ program is expanding next year with World Tree aiming to plant more than 300,000 trees. They are currently looking for farmers with suitable land. Information is available in both English and Spanish on the World Tree website (

© F. Gaviña & Sons, Inc.

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21 116-12 FRC Coffee Talk Ad-10.5x14-v2.indd 1

6/11/14 4:35 PM

Producer Profile: Single Origin Specialty Coffee (SHB) | Costa Rica | Cañuelas, Naranjo - West Valley | Cafe con Amor

Cupping Notes

Semi Washed: Bittersweet chocolate up front, sweet and savory cranberry finish. Honey process: Floral and dried fruit aroma, sweetness of brown sugar and nougat.

Region Cañuelas, Naranjo - West Valley

Arabica Variety Villa Sarchi, Caturra, Geisha

About the Farm

The story of Cafe con Amor began 2 years ago and 3190 miles away from Costa Rica. Jon, a Nebraska native and Marianella, from Costa Rica, met while attending the University of Nebraska. After earning their degrees, Jon followed a career in college athletics while Marianella began a corporate career. Enjoying the American Dream, life was good, but their adventurous spirit and deep desire for a new challenge drove them to dream big. After careful planning, they left their successful careers and comfortable lifestyle and purchased a coffee farm in the mountains of Naranjo, Costa Rica. Embracing the risks and challenges of what lay ahead, they set out to listen, labor and learn, in hopes of carving their own small niche in the wonderful world of specialty coffee. Rolling up their sleeves, alongside the professional expertise of their coffee engineer, Adrian, and the 40 yeas of hard-earned wisdom of their loyal farm worker, Chevo, the team began to pursue the best coffee growing practices with the goal to produce the best coffee possible. “We value hard work, genuine relationships and a relentless commitment to quality”, says Jon. Our goal is to utilize our skills to connect with Roasters who appreciate the same values. On the other hand, we want to help other farmers obtain better pricing for their beans, so we created Farmers Project, an initiative based on direct relationships and trust. This is a team approach, explains Marianella, it encompasses learning together, sharing best practices, and exporting our coffee as a group, guaranteeing 100% of the chain of custody of the fruit of our labor, our precious beans. A farmer’s goal should not just be about being “sustainable”, it should be about being successful, after all that is what we all aim for in life, and farming should not be any different. The Josts, are passionate about coffee farming, learning and helping others. The journey has been long and filled with challenges as well as rewards, but we are glad to have embarked in this coffee journey, says Marianella, because the future for Café con Amor is looking very bright.

Altitude (meters) N/A Processing Method Honey, Semi Washed, Sun Dried

Certifications N/A

Aroma sweet dry fruit

Flavor Honey Almond Chocolate

Body Clean Medium body

Acidity Bright and balanced

More Information

Please Make Sure to Visit these NAMA Exhibitors Coffee Fest Trade Show 826 (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 See our ad on page 23 CoffeeTalk 221 (206) 686-7378 CoffeeTalk - Industry Intelligence for Smart Business People. Subscriptions free to Industry Professionals @ See our ad on page 3


Curtis 622 (800) 421-6150 A leader in the industry for over 70 years, the Wilbur Curtis Company is a premier manufacturer of stateof-the-art specialty coffee and tea brewing equipment. See our ad on page 7

Gavina Gourmet Coffee 413 (800) 428-4627 When it comes to superb coffee and exceptional service, Gavina is the preferred coffee partner for retailers and entrepreneurs everywhere. Gavina Coffee: Grounds for Great Partnership. See our ad on page 21

Follett Corporation 313 (800) 523-9361 Follett ice machines feature chewable, bitesized ice that adds a new dynamic to drinks. Preparing iced coffees, teas and smoothies has never been easier. See our ad on page 25

Holiday House Distributing 500 (800) 443-4318 From airpots to cleaners...fittings to filters we truly are your "Single Source Supplier" for your Vending and OCS needs. Contact us today with your order. See our ad on page 9

November 2016

Mother Parkers Tea & Coffee Inc. 518 (800) 387-9398 RealCupTM is a trademark of Mother Parkers Tea & Coffee, one of the largest coffee and tea manufacturers in North America. See our ad on page 13, 17, 27 Service Ideas, Inc. 521 (800) 328-4493 Service Ideas is a worldwide provider in the service industry. We strive to bring quality products and services to the food, beverage and hospitality markets. See our ad on page 25






Visit us at

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Women in Bloomberg Philanthropies’ Economic Development Program Secures Largest Commercial Deal Yet with Marriott Hotel Women in Bloomberg Philanthropies’ Economic Development program secured a major deal for the women participating in the business training program with the Marriott International’s first hotel in Rwanda. This signals that the women who have been provided business training through Bloomberg Philanthropies have now entered into Rwanda’s growing hospitality, crafts, and agriculture industry on a larger scale. The graduates of the training program through the non-profit, Bloomberg Philanthropiessupported Relationship Coffee Institute are providing the Marriott with locally-grown coffee from their own coffee cooperatives, serving their own brand of coffee at the Q Cafe within the hotels, and working as staff at the hotel providing guest services. Crafts from Bloomberg Philanthropies-supported artisans have been prominently placed throughout the hotel for a truly local Rwandan experience for the global hotel. For more information, please visit or follow us on Facebook, Instagram, Snapchat, and Twitter @ BloombergDotOrg.


stated “Winning both America’s Best Espresso and America’s Best Cold Brew on the same weekend was a monumental accomplishment that I would be surprised to see repeated for many, many years to come.” The trade show community was tasked to Show Some Love for outstanding show managers with a nomination for The Expo Group Show Manager of the Year Award (SMOTY,) and the five honorees have been chosen. One of this year’s recipients is being recognized for a second time. David Heilbrunn, this year’s tier two recipient was recognized at the inaugural SMOTY awards in tier one also for Coffee Fest show management 15 years ago in 2001. David represents just the second show manager to be honored with a second SMOTY award. The unsung heroes are honored with a donation in their name to the charity of their choice as well as the iconic SMOTY obelisk trophy. The official presentation of the 2016 SMOTY Awards took place Oct. 29 at the TSNN Awards, an annual gala that celebrates success in our industry as a whole. For more information please contact Erika Lowery at 1-425 295 3300 ext. 126 Erikal@

the lives of sick and hungry children across the country by providing the simple joys of childhood to children whose lives are compromised by health and hunger issues. To celebrate the rebranding, the Joy in Childhood Foundation (formerly The Dunkin’ Donuts & Baskin-Robbins Community Foundation) teamed up with nearly 70 Feeding America® member food banks nationwide to host volunteer events to fight children’s hunger during the third annual Week of Joy (formerly the Week of Service), October 17-21. “The rebrand of our Foundation allows us to channel the incredible work of our operators into a mission that so closely aligns with the values of Dunkin’ Brands, our franchisees and our guests to make a meaningful difference in our communities,” said Nigel Travis, Chairman and CEO of Dunkin’ Brands. To learn more about Dunkin’ Donuts, visit or follow us on Facebook (www. and Twitter (www.twitter. com/DunkinSoCal) for real time updates. To learn more about Baskin-Robbins, visit or follow us on Facebook (www. and Twitter (www.twitter. com/BaskinRobbins). For media inquiries, contact dunkindonuts@havasformula. com.

and a visionary in the industry who is passionate about coffee and willing to share their passion to educate and help others succeed. Each year an honoree is selected by NAMA’s Coffee Service Committee.

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Tightpac America wins Best New Product Award Tightpac America, a manufacturer of a coffee storage Primera Introduces container called LX500 Color Label CoffeeVac, won Printer first place in Coffee Primera Technology, Fest’s Best New Products at the Inc., one of the Anaheim show held October 1-2. world’s leading CoffeeVac storage container has manufacturers of a unique patented vacuum open specialty printers, has announced & close coffee storage system its new LX500 Color Label that acts in exactly the same way Printer. LX500 is Primera’s as a one-way degassing valve, newest and most affordable allowing natural gasses to escape desktop color label and tag without allowing any oxygen into printer. Its high-yield, tri-color the container. Justin Tarlowe, ink cartridge keeps cost per label company founder of Tightpac low. Fast print speeds and an America, states, “As a pioneer in optional built-in guillotine-style this industry, it is affirming to cutter allow users to quickly receive this award.” “It confirms and easily print and cut their our belief that we are on the short-run labels. In addition, right track in providing coffee LX500 has a lower MSRP price customers with a storage system than the printer it replaced which that will keep their coffee fresh was called LX400, and is up to for a longer period of time 270% faster on labels printed compared to anything else out on with comparable print quality. the market.” More information LX500’s MSRP price is $1295 is available by calling 1-888-428while the LX400 was priced 4448 or online at www.tightvac. $200 higher, at $1495. Complete com product details are available at Follow Kyuemon Filter On the Primera on Facebook at www. Way and Sunbridge Innovative Dunkin’ Donuts on Twitter at Products Ltd. is Announcements primeralabel. pleased to officially Dunkin’ Donuts, announce that the America’s SIGEP/AB Tech Expo – Kyuemon Ceramic all-day, everyday The Sweetest Worlwide Filter is finally on its way to stop for coffee Hub American shores. Sunbridge and baked goods, and BaskinDean Gilland Named 2016 Rimini, Italy will Innovative Products Ltd. is Coffee Fest Anaheim Robbins, the world’s largest chain NAMA Coffee be playing host the exclusive importer for Announcements of ice cream specialty shops, Legend to five days of the Kyuemon products into the Coffee Fest has brought Orange County’s first “Throughout his world artisanal sweet product North American marketplace. now completed Dunkin’ Donuts and Baskintenure at NAMA, show, from January 21 to 25, SunbridgeIP is now actively production of Robbins multi-brand drive-thru Dean has made a 2017. Increasingly more ‘Horeca seeking retailers, roasters, shop the 78th Coffee restaurant to Foothill Ranch on tremendous impact oriented’, SIGEP will include owners and both tea and coffee Fest trade show, October 4. The Foothill Ranch on the coffee service coffee among its lineup, making industry distribution networks the 1st held in Dunkin’ Donuts restaurant channel,” said Karen Webster, it The International Exhibition for its Kyuemon Ceramic Filter the greater Los is also the brand’s 100th DD Coffee Service Committee for the artisan production product and wire dripper stand. Angeles marketplace. Coffee Green™ Achievement location, Chair. “From his leadership in of gelato, pastry and bakery For all inquiries pertaining to Fest Anaheim 2016 debuted a designed with energy-efficient developing CTW and launching products and coffee. There will commercial entity wholesale new professional competition; and sustainable elements. A the Coffee Service Committee, be a number of international orders, please contact Andrew America’s Best Cold Brew milestone originally planned to his warm and friendly style events, such as: Camp at filter@sunbridgeip. Competition. Additionally, for the end of 2016, Dunkin’ in forging relationships, he 4th Junior Pastry World com for details and pricing Coffee Fest Anaheim featured Donuts is ahead of schedule has earned the respect and Championship, to be staged in for shipping options right the launch of Coffee Fest’s with integrating this program admiration of the industry. We the spectacular Pastry Arena. The to your door. Find us online new culinary workshop; Food into its new restaurants are delighted to honor Dean Star of Sugar, International Sugar at Integration Lab and the brand nationwide. The Foothill Ranch as the 2016 Coffee Legend.” Art contest, a competition which index_en.html and on Facebook new Cold Brew U workshops. establishment features specialty Gilland joined NAMA in 2000, invites all the confectioners to at Once the dust had settled and and quickly made his mark, free their imaginative sides. But sunbridgeip/. The introduction all the attendee and blind judge lighting to reduce energy use, high-efficiency mechanical developing services to the coffee, SIGEP is more than this. It is also of the Filter at Coffee Fest ballots had been counted, units, water reduction features tea and water channel from the a platform for observing new Anaheim was an overwhelming Klatch Coffee of San Dimas and more. With the newlyground up following NAMA’s trends, seeking inspiration and success. We’d like to take this California took top honors. merger with the former National novelties which also become a opportunity to thank everyone Amazingly enough, Klatch also rebranded Joy in Childhood Foundation, Dunkin’ Donuts Coffee Service Association. moment of professional training for their interest in, and their took home the Championship and Baskin-Robbins franchisees, About the Coffee Legend: a thanks too to the acquisition of orders of, The Pinnacle of Pour title in the Anaheim America’s crew members, and employees NAMA Coffee Legend is a extensive know-how as regards Over Evolution. Best Espresso competition. pioneer, an innovator, a leader the artisanal sweet product Show manager David Heilbrunn are committing to improving November 2016

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Advertisers Index Company.........................................................Phone...................... Web............................................................................................. Page......... CTW Booth Add a Scoop Supplements................................(415) 382-6535......... 25 Brewista....................................................................(307) 222-6086....... 23 Buhler Inc.................................................................(905) 754-8389....... 20 Cablevey Conveyors.............................................(641) 673-8451......... 23 Caffe Cagliari..........................................................(403) 612-0762........ 23 Coffee Fest Trade Show.....................................(800) 232-0083...... 23................................ 826 Coffee Holding Company..................................(800) 458-2233....... 19 Coffein Compagnie..............................................(212) 813-0800......... 9 Curtis..........................................................................(800) 421-6150........ 7................................... 622 Don Pablo Coffee Roasting Company..........(305) 249-5628....... 25 Dunkin' Brands.......................................................(781) 737-3000........ 2 E&C Consulting, Inc..............................................(541) 408-8626........ 25 Flexicon Corporation...........................................(610) 814-2400........ 14 Follett Corporation...............................................(800) 523-9361........ 25..................................313 Fres-co System USA, Inc....................................(215) 799-8032........ 21 Gavina Gourmet Coffee......................................(800) 428-4627...... 21.................................. 413 Grey Fox Pottery...................................................(612) 767-7407......... 25 Holiday House Distributing...............................(800) 443-4318....... 9..................................500 Huhtamaki Foodservice, Inc. - Chinet...........(800) 244-6382...... 27 International Coffee Consulting Group.........(818) 347-1378.......... 25 Java Jacket..............................................................(800) 208-4128....... 17 JoeTap.......................................................................(855) 456-3827....... 3 KitchenAid Craft Coffee.....................................(800) 541-6390....... 5 LMI Packaging Solutions....................................(262) 925-8145........ 19 Mother Parkers Tea & Coffee Inc.....................(800) 387-9398....... 13, 17, 27..................... 518 Primera Technology, Inc.....................................(800) 797-2772........ 25 Service Ideas, Inc..................................................(800) 328-4493...... 25..................................521 Shore Measuring Systems..................................(800) 837-0863....... 25 Sunbridge Innovative Products Ltd...............(250) 896-0556....... 23 Texpak Inc | Scolari Engineering.....................(856) 988-5533....... 28 The Coffee Trust....................................................(505) 670-9783....... 25 Tightpac America Inc..........................................(888) 428-4448....... 23 Vessel Drinkware...................................................(855) 833-7735........ 13

26 November 2016

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Publication: COFFEE TALK Date Produced: 06/16/2016 Insertion Date: 11/01/2016 Live Area: 8.875” x 6.3125” Trim: N/A Bleed: N/A Color: 4C

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6/23/16 3:55 PM

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