August-September 2018 | Vol. XXXI No. 6
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I S T H G INSI
10 Years in e ik L k o o stry Will L
ee Indu ff o C e h t What
Getting the Most out of the Coffee Roasters Guild Retreat 12 TIME TO GET-TO-KNOW THE FDA'S NEW REGULATION: FSVP 16
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Insights Into the Future
What The Coffee Industry Will Look Like In 10 Years
Getting The Most Out of The Coffee Roasters Guild Retreat
The Righteous Barista
Time to Get-to-Know FDA’s New Regulation: FSVP
Designation Of Origin In Coffee Revisited: 10 Years Later
Bean-to-Cup for Fresh Brewed Taste
Coffee Service Corner
Brokerage Representation, an Evolving Sales Solution
Profiles of Women and Coffee
The Heart and Soul of Burundi
Single Serve Pour Overs
Coffee Fest/LA Show Listings
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THE VIEW Kerri Goodman
Remembering Erna Knutsen
hanks to Sherri Johns for sharing this heartfelt tribute to our dear friend, Erna Knutsen.
Erna Knutsen was born on August 31st, 1921, in a small Norwegian village above the Arctic Circle. Her father Edwin emigrated from Norway to New York alone, working in the shipyards and saving his money for two years until he could bring his wife and daughters Clara, Erna and Anne to join him in 1927. Four more children would follow in the Depression years, all born in New York. She was very proud of her first job as a secretary for a Wall Street firm, one of the few office positions open to women at that time. After being told she would never make it as a trader in the coffee world, Erna proved the naysayers wrong. In the late 1970’s she began her career as the only woman green coffee broker in the United States founding Knutsen Coffees, Ltd. Through hard work and relentless dedication to quality, she became a worldwide name in the business, winning many awards and being recognized as coining the term “specialty coffees”. One of her most valued honors was the Golden Coffee Bean awarded her by Norway when she was in her 80’s. She received a Lifetime Achievement Award given to her in 1991 by the Specialty Coffee Association of America and in 2014 was honored at SCAA opening ceremonies. She passed away just short of age 97 on June 16, 2018, wearing her favorite shade of red lipstick and a snappy outfit.
Erna’s humor, intelligence and love of the finer things in life matched perfectly with a man she met through the coffee business in the 1980’s by the name of John Rapinchuk who later became Erna’s husband. John was born on Dec. 20, 1951. Together, John and Erna spent the next thirty years discovering new restaurants, traveling the world and ultimately working together at Knutsen Coffees. John passed away in 2016 of a heart attack. Erna and John loved traveling, good food and wine, good friends and of course the coffee business that brought them together. Lives well-lived. Erna will remain an inspiration to many of us. If you would like to donate in Erna’s name, please contact Café Femenino at www.cafefemeninofoundation. org.
6 August/September 2018
Insights Into the Future What The Coffee Industry Will Look Like In 10 Years
by Jim Watson, Senior Beverage Analyst for Rabobank, based in New York
rendspotting in the beverage industry is a tricky business, as it’s not always easy to anticipate the difference between a regional trend and one that will sweep a continent or even go global.
time when beverage consumers see massive innovation across all segments, the look and performance of most single-serve machines hasn’t changed significantly in 10-20 years. Consumers are looking for more innovation than Keurig and Nespresso have shown.
But massive changes are inevitable, and our insights about consumer behavior – drawn from across the entire beverage spectrum – help us make informed predictions about major shifts in the coffee industry
The cost of at-home bean-to-cup machines remains the biggest obstacle to widespread adoption. However, all of the technology for these machines already exists in a commercialized form, and the track record for machine costs to come down as new hardware moves from niche to wider rollout is well established.
We’ll start with the three fundamental consumer trends that are shaping all beverage segments: • The desire for natural, traceable and sustainable products • The blurring of lines across product categories • Our inability to look up from our phones These consumer trends will affect the coffee industry in the U.S. and Western Europe in notable ways: • Bean-to-cup machines capturing the high end of the at-home singleserve market • Decline of the regional roaster/decrease in unbranded foodservice coffee • Big coffee investments from global food & beverage companies like Coca-Cola • Decline of small coffee shops, especially the not-so-high-end, nonspecialty shops • Sale declines for brands and companies that lack a meaningful online presence Let’s take a look at each of these potential disruptions in the coffee industry: Bean-to-cup replaces pods and capsules One of the biggest trends across beverages is the shift towards drinks that are natural, traceable and sustainable. Consumers understand it’s more than just about the brand – it’s the ingredients, process, and environmental impact. Coffee is in a unique and wonderful place in this regard. Consumers can touch and smell coffee beans, and easily brew their own coffee. Furthermore, the path of the coffee bean from farm to cup is simple, and it represents a real marketing asset for the coffee industry. Yet, there is one area where coffee falls well short on the natural, traceable and sustainable front: coffee pods and capsules. Single-serve is here to stay, but we expect the mainstreaming of beanto-cup at-home machines to mark the beginning of the end for pods and capsules. The arguments for the ascendance of bean-to-cup machines are straightforward: • Coffee from whole beans is fresher and avoiding pods is more sustainable • Beans are the natural and more premium way to buy coffee, providing a much greater array of choices and this ties into to consumer perceptions of quality In a specialty coffee world, being able to access beans from any roaster in a brand-new, innovative machine will bring new excitement to consumers. At a
We believe that bean-to-cup machines can take 25 percent of the single-serve at-home market over the next 10 years, and in doing so will become one of the biggest growth platforms in coffee. This growth should come primarily at the high end of the at-home market, where the initial price is palatable, and the access to all roasters matters. Incremental improvements to pod/capsule systems will address some consumer needs and the very low price point of entry-level systems will help retain consumers within the existing Keurig and Nespresso ecosystems. This is a large market, but almost all of the value has been created in the last 10 years, which means current habits can more easily be broken. Major headwinds for unbranded coffee in foodservice In today’s fully branded beverage world, the idea of unbranded coffee is rather out of place. That’s why we expect the hotel, retail and café channel (HORECA) and broader foodservice coffee in the U.S. to move to more branding over the next 10 years, following the lead of the HORECA channel in Europe. Starbucks/ Illy/Lavazza have room for serious expansion in this space at more upscale establishments, but there is room for a Dunkin’ Donuts or Keurig/Green Mountain level brand below that. Following a Coca-Cola/Dunkin’ Donuts tie-up at the ready-to-drink (RTD) level, there may be room for Coca-Cola to make a significant play with Dunkin’ Donuts in the food service channel. Coca-Cola has a portfolio that can play to almost every beverage need in the foodservice channel, outside of hot coffee. This move toward branded coffee would have serious implications for regional roasters, especially those that sell to foodservice. The roasters that provide this coffee often deliver private label coffee or use local brands whose recognition with consumers lags far behind established national brands. Smaller roasters (outside of the specialty segment) will need to form partnerships with bigger brands that do not have the delivery structure to properly service the HORECA channel, buy brands with real consumer recognition, or attempt to develop their own. As we have seen in soft drinks, large branded companies prefer to work with larger distributors that can handle national accounts in a coordinated fashion. This gives motivation for a further round of consolidation among regional roasters. Buying or building brands will not be easy or cheap, and scale will be critical for roasters to navigate the change to a branded world.
cont. on page 10 August/September 2018
the Future There are, of course, foodservice or HORECA establishments whose own brand can replace that of the coffee company. This will continue. It is the hotel that simply pours coffee out of an unmarked pot into an unmarked cup – and the roaster that delivered that coffee – that will come under pressure. Look for large beverage companies to enter the coffee segment As we wrote in our report Coffee Joins the Beverage Party, coffee is no longer a standalone category within beverages, sold separately in dedicated coffee shops or in a different section of the grocery store. Coffee is now another beverage that must be included in the broader portfolio. For many larger non-alcoholic drinks companies, it is a white space to fill. Most importantly, younger consumers view coffee as another category competing for the same occasions as every other beverage brand. Over the next 10 years, we expect to see three things change in a blurred-lines world: • Tie-ups between coffee companies and non-coffee beverage companies will continue. Following the Keurig-Dr Pepper merger, we expect Coke and/or Pepsi to make a much bigger move in coffee, and we see room for Starbucks to expand further into tea and water, or even into milk and dairy alternatives. While big coffee brands might expand into new categories, we think it’s most likely that other powerful non-alcoholic brands will further expand into coffee. • RTD coffee volume to triple in the US, and finally reach critical mass in Europe. The U.S. increase would be driven by intense competition between Pepsi/Starbucks, Coca Cola/Dunkin’ Donuts, and Keurig/Dr Pepper. This growth would put RTD coffee just above the current size of the energy drink market and would likely benefit from the continuing shift away from soft drinks in general and colas specifically. • QSRs will compete more directly with coffee shops as they provide higher-quality offerings. McDonalds has over 15,000 locations in North America and serves McCafé in almost all of them. JAB companies have invested in numerous foodservice platforms, from Panera to Krispy Kreme and Einstein Bros Bagels. Starbucks has highlighted the importance of food offerings at its locations, looking to double food revenue in the next five years, and Dunkin’ Donuts may drop the ‘Donuts’ from its name. In this world, medium-sized coffee chains, and smaller, non-specialty, mom-and-pop coffee locations will suffer, as the number of locations where consumers can find both good food and coffee expand.
Mobile order-and-pay already accounts for 30 percent of in-store Starbucks revenue in the U.S. The company has seen 12-percent growth in its active rewards members, reaching 15 million customers, with sales per member up mid single-digits. Once in the app ecosystem, the time to pick up your coffee goes down, consumers get targeted promotions and discounts, and Starbucks learns how to tailor its offerings to boost sales at the store level. This makes it much harder for a mobile order and pay customer to switch to a new coffee shop. Starbucks seems to have the upper hand in this world, while smaller independent coffee shops and delis or convenience stores that use coffee to drive foot traffic will likely lose out. In the midst of all this change, those companies that build brands, create sticky consumer connections, and best leverage the healthy attributes of the coffee bean will be positioned to capture more than their share of the growth. For all the necessary focus on the coffee bean and supply chain, it is important to remember that changing consumer desires and a new consumer view of coffee are constantly redefining the segment. Coffee companies need to consider how to compete in a world where consumption patterns are completely different, and attention is harder to earn. Imagine a consumer whose entire coffee world consists of a Starbucks app, bean-to-cup machine app (for both brewing and re-ordering), the new JAB-backed website Trade for special beans and equipment and a six pack of RTD in the fridge. This consumer will not be walking up and down the roast and ground aisle of the grocery store – you will need new ways to reach them. Consolidation pressure will weigh heavily on those on the wrong sides of these trends, especially companies that lack relevant brands and channels to communicate directly with consumers. Developing brands is a long process, and acquiring them is expensive too – scale and partnerships are obvious ways to help. Scale and investment will be equally important in finding ways to communicate the natural, sustainable and healthy qualities of its products directly to consumers.
Loyalty apps and subscriptions will drive sales Beverage consumers, especially the younger ones, live online. An Experian study found that 40 percent of millennials spend more time interacting with their phones than with the people around them. Currently, having a strong digital presence is a strategic advantage for a coffee brand owner – but far from a necessity. This will change. Let’s look at two examples of digital interaction in particular: subscription services and loyalty apps. We have seen the usefulness of subscription services littered around the consumer space – from the success of the Dollar Shave Club to wine club memberships and Amazon Subscribe & Save. It’s a way to lock in consumers, drive repeatable sales and create an audience to learn from. Keurig revealed in its last conference call that it makes twice the amount of revenue from subscribers than it does from other customers, which helps explain why Blue Bottle acquired Tonx (subscription-only coffee) in 2014. Online sales are not necessarily the domain of the bigger companies, but more accurately of forward-thinking companies. According to One Click Retail, beverages accounted for nine out of ten bestselling grocery items on Amazon in Q1 2018, and coffee sales grew 44 percent YOY in the US, to USD 145m. As subscriptions pick up, there is a problem brewing for traditional roast and ground brands. Tired brands in a tired category have little to look forward to in a subscription model, as this is a model that takes a strong consumer connection and builds a structure around it. In that sense, it is more viable for a younger brand that is generating excitement in the market or as a venue for a new bean-to-cup company to drive revenue after an initial purchase.
10 August/September 2018
GETTING THE MOST OUT OF THE COFFEE ROASTERS GUILD RETREAT
here are few moments in the year where you can plan on enhancing your roasting craft in an intense, compressed format. The Coffee Roasters Guild (CRG) Retreat is exactly one of those moments.
Participate fully in your team challenge You will be put on a team when you arrive at Retreat. These will be your 9 new best friends. They will have a range of experiences from brand new to 30 years of roasting. There will possibly be importers, producers, home roasters and those that do what you do. You will be given a roasting challenge and have to work as a team to meet the challenge. There will be a lot of temptations to distract you but make sure you make time for your team. You will learn massive amounts in this effort. There are many late nights spent in the roasting tent by the winning teams.
Fifteen-ish years ago, a group of roasters thought it would be a great idea if they could all get together and share what they know about the craft with each other. In any other industry this would smell of some sort of interindustry conspiracy of collusion. But in the Specialty Coffee Industry it was seen as a way to grow the entire industry leaving no-one behind. A thought process of, “If I help enough others make great coffee, more people will demand better coffee and the size of my market will grow as well” permeates the group. Help each other and you will help yourself.
Use a roasting machine you are not familiar with There will be a large selection of roasters available to use for the roasting challenge. Spend time exploring other machines and asking why people like them. One day you will be in the market for another roaster. This is the only place on earth you will be able to use all of them in a single place in a learning environment.
If you are serious about roasting at all, you MUST go to the Retreat. There are some things you can do to get the most out of your Retreat experience. As with all things in life, you will only get out of this Retreat what you put into it. Or more accurately, you will get far more out of the Retreat if you plan ahead and go with a proper set of expectations.
Don’t worry about certificates and concentrate on learning Some classes taught at Retreat will count toward a roaster certification. Don’t take classes for the purpose of certificates on the wall. Take them to learn something then if you get the cert, that is all the better.
Take off your logo When you walk in the door you are EQUAL to all others because you share the common passion for roasting coffee. You are proud of your company but don’t wear it on your shirt. You don’t need to brand yourself to others. Also, if you are looking for certain logos you are not looking for the right thing. As you make friends you will share that information and you will get some networking done. Some attendees don’t want to be ‘targeted’ for whom they work. It is irritating to be hit up for a job when you are trying to learn something.
If you get asked to be on a Snipe Hunt Team, do it. An un-official event of the Retreat is the Snipe hunt. It’s all in good fun and no animals are hurt in the process so you can participate guilt free.
This is a no selling zone If you are going to Retreat to try and get your green coffee in front of some roasters, DON’T. A better plan is to build friendships and collect cards. AFTER the Retreat reach out and offer samples. People buy from people they like. Even the roaster machine manufacturers are not overtly selling. They understand that if the machines are available for you to use, and you have questions then they will answer them. If you have an interest in buying they will likely find you after the Retreat to give you a quote. They are even paying sponsorship money to be there and they are not likely to be ‘selling’ while there. Plan to share all you know – you know more than some and less than others You will arrive at Retreat with a certain level of experience turning coffee from green to brown. You will want to learn more. You will always learn more when you go there to share what you know. An interesting thing happens: You find out that you knew more than you thought and when you share it, others around you will have additional experiences that will add more clarity to what you know. Don’t assume that if someone on your team has 10 more years of experience than you in roasting that they have learned it all and you have nothing to offer them.
by Rocky Rhodes
Understand that manners are important but get over yourself There was a time when Retreat took on certain characteristics of a Frat party. It was the good part of building the bonds that will survive a lifetime. Often it developed some silly outcomes that would be considered ‘uncivilized’ by most standards. Due to safety and liability issues those activities have been severely curtailed, and that is a good thing. There is a pretty good chance there will be alcohol consumed by some of the attendees. As it goes with alcohol, some stupid things might be said. If you find yourself offended, take a deep breath and realize that this is a group of friends. Friends having fun. Feel free to call out stupid behavior, but then walk away and have fun with someone else. So that’s it! Go to Retreat and serve the needs of others by sharing your experience. You will learn more than you share. And don’t forget to have fun along the way! Rocky Rhodes is an 18 year coffee veteran, roaster, and Q-Grader Instructor, and his mission now is to transform the coffee supply chain and make sweeping differences in the lives of those that produce the green coffee. Rocky can be reached at rocky@ INTLcoffeeConsulting.com
Photo by Trish Rothgeb
The Righteous Barista by Eva Avenue, Publisher of the Nightly Noodle Monthly and Editor of the Sweetwater Morning Monthly Florida Coffee Zine for Sweetwater Organic Coffee Co.
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14 August/September 2018
Time to Get-to-Know FDA’s New Regulation: FSVP by Damon Piatek, President, Welke Customs Brokers USA
he U.S. Food & Drug Administration’s (FDA) new Foreign Supplier Verification Program (FSVP) for Importers of Food for Humans and Animals is in full force, and food importers must be compliant or face significant penalties. Unfortunately, many companies don’t know (1) that it exists; (2) that they fall under the regulation; and (3) what it means.
company is in the FDA’s database as an importer, you’re on the hook (for now). This leads to two paths, of course: (1) you’re actually a coffee importer, and need to take the necessary steps to become compliant with FSVP; or (2) you’re not a coffee importer, and need to get yourself removed from the list. What steps should companies be taking? If you’re the importer-ofrecord, there are a few options for determining your foreign suppliers’ compliance to FSVP, enabling import into the U.S. Those options include:
As nearly all coffee consumed in the United States is imported, FSVP is significantly relevant to the coffee industry. Coffee importers must be aware of the new regulation, and ensure that they’re compliant. “Educate to enforce” Like many new federal regulations, the FDA is offering companies time to learn what it means to them, and implement processes to become compliant. This period – where the regulation is in full effect, but isn’t being enforced yet – is commonly known as “educate to enforce.” While inquiries are already being made, the penalties for non-compliance aren’t being handed out yet. But they will be at some point soon, and Welke Customs Brokers USA has gone on a something of an educational tour, offering seminars throughout the country on how coffee importers must become compliant with FSVP. What’s the purpose of FSVP? On the surface, FSVP, a stipulation of the Food Safety Modernization Act (FSMA), which was signed into law in January, 2011, requires importers to have processes in place to ensure that food coming into the United States is produced in a manner that provides the same level of public health protection as U.S. regulations require. Hard to argue with, as U.S. regulations for the public good are as stringent as anywhere else in the world.
Importers have the flexibility to tailor supplier verification activities to unique food risks and supplier characteristics. The options include: • Annual on-site audits of the supplier’s facility – generally required for higher-risk foreign suppliers. However, the importer can choose another means of verification provided that the importer documents that the alternate choice provides adequate assurances that the foreign supplier is producing the food in accordance with applicable U.S. safety standards. • Sampling and testing • A review of the supplier’s relevant food safety records If you’re not an importer, but were somehow listed as an FDA importer at some point, unfortunately companies are experiencing a bit of a challenge trying to get their name off the list. Your first step is to contact FDA, though, which you can do through www.fda.gov.
Like most governmental regulations, much of the onus in the requirement is on those playing by the rules to implement compliance processes, to weed out bad actors. Under FSVP, every food import coming into the country must fall under someone’s responsibility – and it needs to be a legitimate entity, that is then liable for any malfeasance. We have not yet heard many instances of companies being identified as the problem, as the FDA is still in an educational phase on the regulations, but there are certainly a few, as in the Canadian “non-resident” importer whose address of record was a condo in Florida. As you can imagine, that operation was shut down fairly quickly.
What are the penalties, and when will they be enforced?
Who’s affected? Which companies fall under FSVP is the question that has caused significant confusion. The FDA’s web site lists tens of thousands of companies as “resident importers,” and we’ve found all kinds of problems with the list. There are companies that don’t import, companies that are out of business and companies whose role in the supply chain shouldn’t make them the FDA importer.
Penalties range from discontinuation of imports from the foreign supplier until the problem has been adequately addressed to seizure and injunction to significant fines. At the very least, non-compliance will create a roadblock in your supply chain, as FDA field staff have the authority to detain import entries that violate the rules – either the specific product, or the products of a specific foreign supplier.
That last category is the one to focus on, however, as we’ve learned that many of the companies listed as falling under FSVP are so only because somewhere along the line they were listed as the importer-of-record on an entry. Warehousing companies, trucking companies, Customs brokers, even retail franchisees have made the list, and are targets for an FSVP audit. Unfortunately, it doesn’t even have to be you who filled out the form. If your
For companies looking to follow the law, what if something goes wrong? There are varying levels of penalty for non-compliance, but it is important for importers to work on FSVP-compliant policies now. Yes, things happen, but having a compliance policy in place is the most effective way to mitigate stricter penalties in the event of a problem. Promptly taking corrective actions if you determine that a foreign supplier’s processes aren’t up to U.S. standards is critical.
While it’s not being fully enforced yet, FSVP is in full effect. Given the “educate to enforce” leeway that FDA has granted, the time is now for coffee importers to get to know the regulations, get a firm handle on your role in the supply chain, and make sure you – or your importers – have compliance processes in place. More information on FSVP is available at www.fda.gov.
Designation Of Origin In Coffee Revisited: 10 Years Later by Jessica Su and Jameson Pitts, Casa Brasil Coffees
018 marks the first year a Brazilian Designation of Origin coffee will be sold in the United States. This is also the first time a sole Designation of Origin coffee microlot will be sold on the shelves of major retailers Whole Foods Market and Central Market, making it a key time to revisit the concept of the DO classification system. Though they may not realize, most consumers are already familiar with the concept of Designation of Origin (DO). The DO classification system regulates geographical origin of agricultural products and gives credibility to an item’s quality and authenticity. The most popular example is likely Champagne. As the official Committee of Champagne says, “True Champagne only comes from Champagne, France.” Other familiar DO items include Mexican tequila, Scotch whisky, and French Roquefort cheese. These protected DO products cannot be marketed as such unless they are grown in and produced according to standards set by their namesake regions. Today, Designation of Origin is changing the coffee industry’s ability to regulate high-quality regional coffees. DO programs have also drastically improved coffee traceability, from Colombia’s virtual tour of coffee growing regions to Brazil’s traceable QR codes printed on each bag of Cerrado Mineiro Region coffee beans. The first country to obtain an official Designation of Origin for coffee was Colombia in 2007. As such, it set the precedent for following DO coffee programs. To illustrate the traceability of the product, Café de Colombia, Colombia’s DO brand, created “Viajes Virtuales,” or virtual trips, of notable coffee growing regions. These trips showcase places of interest in the region, tours of the coffee farms, insights on production techniques of each coffee and discuss how flavor attributes develop. This was the first time a country had created such in-depth traceability measures for coffee, revolutionizing the way people could learn the background of a product they purchased. By taking consumers on this virtual trip to the origin region, the Colombian Coffee Growers Federation created a tool that allowed them to educate and creatively interact with the coffee. While these Viajes Virtuales offer unique insight into the coffee’s background, recent updates to Café de Colombia’s virtual trips and traceability measures have been slow. On the other hand, traceability initiatives of Jamaican Blue Mountain Coffee, another DO coffee, embrace the technology of today. The coffee industry in Jamaica is characterized by a large number of small farmers whose livelihood is dependent on coffee. Traceability brings these farmers into the conversation and gives them an opportunity to speak to consumers, and Oubu, a supplier of Jamaican Blue Mountain Coffee, works to bring these coffee insights to the public.
Oubu offers a Coffee Insights platform on their website, accessible by registering an account. The platform features certain farms at different times of the year and offers in-depth processing overviews. The entirety of the coffee’s journey from the time it is received at for processing, up to the point where it is tested and approved for export by the Coffee Industry Board of Jamaica. From these insights, Oubu creates detailed lot-specific records for trading partners, retailers, roasters and eventually consumers. However, the number of steps required to trace Jamaican Blue Mountain Coffee’s process may deter an everyday consumer. So how can a DO region make it easier for consumers to learn about what they purchase? Casa Brasil Coffees, the U.S. ambassador brand for Brazil’s DO Cerrado Mineiro region tackled this by bringing coffee’s traceability directly to the shelves. Brazil is the latest country to officially launch a DO for coffee produced in the Cerrado Mineiro Region. DO stirrings began in Brazil as early as 2010, when the Cerrado Coffee Growers Federation was formed. Today, the Federation’s Origin and Quality Certification requires that a coffee meet eight conditions. The DO classification protects the flavors the terroir is known for and regulates the quality of all coffees produced with a Cerrado label. Eight years later, in April 2018, the Cerrado Mineiro Region launched its product in the US for the first time, a project in partnership with independent American roaster Casa Brasil Coffees. This Cerrado Mineiro coffee marks a milestone for coffee traceability. For the first time, individual DO microlots are being sold on the shelves of major retailers like Whole Foods and Central Market, and the region’s traceability program is created to extend to retail. Consumers can scan a QR code on the Cerrado seal of every retail bag to see detailed information about the grower, particular harvests and lot and size of the purchase. The official Cerrado Mineiro website presents another accessible traceability measure for consumers. The homepage features an interactive map on which site visitors can click to view all Cerrado Mineiro associated farms. Each pinned location on the map links to a page with pictures, farm facts and information about the Cerrado Mineiro Region, keeping with the educational and entertaining traceability motifs set by preceding DO regions. The introduction of protecting Designation of Origin coffees has continued to bring innovation to the industry. By combining traceability and technology, individual coffee-producing regions can now show their customers the intricate background details involved in making each coffee. From touring a coffee growing region online to scanning a QR code from the aisles of a grocery store, DO and traceability measures have generated demand, created consumer awareness and elevated perceptions of specialty single-origin coffees.
18 August/September 2018
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Coffee Service Corner
BROKERAGE REPRESENTATION, AN EVOLVING SALES SOLUTION
ince well before the dawn of Coffee Service in the 1960’s, manufacturers have sought efficient, cost effective solutions to represent their lines, develop customer relationships, make professional sales calls and ultimately gain market share. Some companies have developed vertically integrated direct sales networks while others have relied upon in-market brokerage companies for these services. Some companies have utilized a combination of the two solutions. Regardless of sales structure, operators have consistently reaped the benefits of interacting with well-trained and properly directed professionals. But like our industry, the account management needs of suppliers and operators have evolved and so too have the skills and tools of sales organizations. In the early days of “OCS”, only a few product and equipment manufacturers had identified this new class of trade, much less it’s potential. Consequently very few had sales representatives or “departments” dedicated to Coffee Service. There were some food brokers in the grocery industry that stumbled upon these newfound OCS opportunities but they were few in number. And the menu of office offerings consisted mostly of nationally known brands of coffee and allied products in retail packs. “Providing nickel per cup coffee and keeping your employees at their desks as opposed to leaving for the local diner” was an easy concept to sell. Competition was sparse. Subject Matter Expertise - As the industry expanded, there evolved a need to share product knowledge and industry insight on both the supplier and operator sides of the business. For years most everyone had been in pioneer mode and simply figuring things out as they went along. Manufacturers soon began seeking out and grooming OCS specialists and hiring representatives as well as brokerage companies to represent them. Eventually we began to see ground coffee in fractional packs, sugar and creamer in canisters, individual packs of hot tea and cocoa, private labeling opportunities and expanding equipment options. There was a growing need to spread the word and take advantage of invoice building opportunities. OCS specific brokerage companies began to proliferate since in many product categories there was not enough sales volume nor consistent profit to adequately fund direct sales representation. More Than Just Selling - When I first entered the OCS industry in the mid 1980’s as a novice distributor, I recall participating in my first trade association event, the Southern Coffee Break Association trade show and conference in Atlanta. This is when I first experienced the value of a top notch, industry specific broker. Doug Boone was this broker. He covered the Florida and Georgia markets representing lines such as Newco brewers, Hills Brothers Coffee, Dixie Crystals sugar and other essential lines. He needed expanded distribution for his products. Our distribution company needed more customers, sales volume, industry knowledge and training. Doug trained us well. He guided us through an appropriate OCS menu. He generated new customers and volume for us. He set the performance bar for Coffee Service brokerage companies. He made us relevant in the OCS industry. I eventually hired Doug and we worked together for six years. Value Add – Our distribution business, which was owned by Flowers Foods, focused primarily on the vending category and did very little in Coffee Service until we met Doug. Flowers had purchased the Sidwell family distribution business based in Orlando, Florida and they hired me to oversee the operation. That is when I met Greg Sidwell, a distribution veteran who had just launched a single market vending brokerage company, G&J. Like Doug on the OCS side of things, Greg was instrumental in guiding our
by Ken Shea
company around distribution land mines and was largely responsible for much of our vending success. Greg worked tirelessly. He intelligently guided us into expanding into pioneer lines by consolidating smaller, direct orders through our distribution system, giving his company and ours greater opportunities and reducing the inventory carrying burden of our operator customers. The thing that Doug and Greg had in common was understanding the meaning of “value add”. I should add that now in my encore career, I support G&J in their OCS efforts and that the company has grown into a national footprint. Much has changed during my thirty five plus years in this industry. While still largely fragmented, the national operators have become more powerful through acquisitions and aggressive organic growth, as have a number of progressive, regional operators. Consolidations and acquisitions also continue to affect the supply side of our business. My friend Dean Gilland of NAMA once jokingly shared a story about a recurring dream from which he would awake and realize that there was only one supplier and one operator. That is a frightening thought. But the reality is that the world of being a broker is a zero sum game. One market = one brokerage company. What is the key from distancing oneself from the competition? Manufacturers will always desire consistent, growing sales results, that is a given. So is professionalism, having meaningful relationships and robust territory coverage. Sophisticated, current data management and reporting capabilities continue to evolve. A contemporary broker evolves it’s capabilities with the needs of the market place and remains on the leading edge of change. But there is more. Think Like Your Customer – I believe that for any Coffee Service Industry broker to have success in today’s environment, one must put on the hat of one’s operator and distributor customers in order to assess their needs and recognize how best to add value, then provide that value. Can you help an operator benchmark their route performance? What are the key performance indicators? Can you provide industry insight into trends and offer success stories? Don’t assume that your customer knows the answers. Many are caught up in the rigors of running their businesses day to day and will derive benefit in an insightful business review and trend update from other parts of the country. There is value for a brokerage company to hire some of their representatives that have operator or distributor experience, in sales and/or operations. National and regional trade show participation is meaningful. Committee involvement will also fast track expanding one’s knowledge base while expanding networks. Brokerage contracts can be terminated with very little advance notice and for many reasons, some justified, some rather nebulous. Such is the nature of the business. The objective is to be the best that one can be, add specialized value and reinforce all of the reasons to maintain meaningful, lasting relationships. Until next time! Ken
20 August/September 2018
Ken is President of Ken Shea and Associates and also serves as V.P. of Coffee Service for G&J Marketing and Sales
Cup for Educationâ€™s mission is to help poor, rural coffee communities around the world build schools within their communities, and assist in providing them with teachers and the basic tools needed to educate the future generations of coffee farmers. Remember those back to school adventures shopping for your new loose-leaf or spiral notebook, the perfect pencil case, or the coolest book covers? In in these rural communities there are no pencils to put in those cases, nor books to cover. The children in these areas do not have the basics. With our help though, they can have the materials they need to study hard, create a better future, improve their coffees, their lives, and their countries. A little goes a long way in these countries. For $1,900 you can sponsor a teacher for an entire year in Nicaragua. You can put a roof on a school for $500. Imagine how many pencils $25 can buy. Books cost money, and many of the schools do not supply them to the students. These are just some of the ways your donations can help. Please join in our cause of improving the educational situation of our partners in this wonderful industry of coffee. As we send our kids off to school with their backpacks weighted down with books after downing our morning java, letâ€™s give a thought to who picked the beans, processed them, and helped create that wonderful brew.
Library created through raffle held at SCAA 2003. Jinotega, Nicaragua
Cup for Education is a non-profit organization with 503(C) tax-exempt status. 100% of all donations go to our projects.
Donations can be sent to: Traveling Library in Chacaya 2013. The Traveling Library was created to bring story hours and book kits to rural schools in Santiago Atitlan.
Cup For Education 3475 Victory Boulevard Staten Island, NY 10314 Or Paypal at www.cupforeduction.org www.CoffeeTalk.com
The teacher on the right was sponsored by Coffee Holding Company (Brooklyn, NY) through a Cup for Education project
Profiles of Women and Coffee The Heart and Soul of Burundi
by Jeanine Niyonzima-Aroian
elping women coffee farmers in Burundi rise above poverty through the production of high-quality coffee stands as the heart and soul of JNP Coffee’s work. A native of Burundi, I founded JNP Coffee LLC, www. jnpcoffee.com, in 2012 to help coffee farmers in my homeland, one of the world’s poorest countries. By promoting quality and gender equity, we strive for social impact through education. We train women farmers on sustainable coffee production practices. We provide them with training in leadership and financial literacy. To do all this, I partnered with the Burundi chapter of IWCA, the International Women’s Coffee Alliance, a nonprofit organization of women and men in the coffee industry. Quality is the key to my work. JNP Coffee is a producer, promoter and trader of high-quality, direct-source specialty coffee. Some of our coffees have been awarded the coveted Cup of Excellence. I am the majority private shareholder in a Burundi conglomerate of nearly two-dozen washing stations, six of which process our women’s coffees. We also focus on sustaining the communities where the coffee beans are grown. The high elevations of the region contribute to the excellent quality of the coffee sourced by JNP. The dedicated, hard-working women who own the coffee farms care for the coffee trees and ensure that only red ripened cherries are harvested to yield the superior coffee. Cherries are handpicked every morning, sorted and delivered to the washing stations during the afternoon and early evening. The deliveries are processed daily in micro-lots that can be traced back to a specific hill. One of the things I love most about working with the women coffee farmers is rewarding them for their high-quality coffee beans by giving them a portion of all sales. In addition to money paid for the green coffee harvested, in 2017, JNP Coffee paid about $80,000 in premiums directly to the IWCA women farmers. That comes to about $40 in U.S. currency, or 71,000 Burundian francs, for each woman. Washing stations received another $35,000 in premiums from JNP Coffee to support our women’s coffee initiative and promote high quality throughout the supply/processing chain. The women coffee farmers use the premiums to create new economic opportunities and provide a better quality of life for their families, especially their children. Though it may not seem like much money, it can make a world of difference to people living in the countryside in Burundi. The women have told me the premiums enable them to provide their children with an education. They also use their payments to ensure the continued production of quality crops through the purchase of more coffee plants and fertilizer, and hiring help for the fields, which also benefits the community.
“The premiums help the women in many ways, particularly those who have children,” said coffee farmer Gaudance Nijimbere, who represents other women at the Kinyovu washing stations. “We can provide a better future for our children by sending them to school, buying them uniforms, and purchasing school supplies to enhance their learning.” The premiums “mean a lot of change for the farmers and their loved ones,” said Niyonzima Nastasia, a coffee farmer and supplier to the Kinyovu washing station. “We can purchase goods our families wouldn’t have otherwise.” I am hopeful the significant premiums the women receive also will help them afford better health care for themselves and their families. Managing this income wisely requires education. Working with Burundi Friends International, www.bufri.org, a non-profit I founded to fight poverty and educate youths, members of the IWCA Burundi chapter are involved in a financial literacy program. Some 130 women and 15 men in the Kayanza and Ngozi regions of Burundi now promote a culture of saving money to ensure a sustainable future. Though women make up 70 percent of the labor force, most still don’t own land or have bank accounts and are economically dependent on their husbands. The program teaches the students to take a little money from their earnings and save it regularly. Burundi Friends International represents another source of support for women coffee farmers. This organization is my contribution to this tiny east African country, which has suffered decades of civil war and genocide. In the future, I plan to work on approaches to improve water quality and other ways to ensure a healthy future for my homeland. The world is slowly learning more about the opportunities to help women in Burundi through their choice of coffee. In May, coffee sourced through JNP Coffee became available in Nordstrom department stores across the United States. In an effort to highlight the roles women play in the global coffee economy, Nordstrom sold for a limited time Karehe coffee and two other brands grown by women. Karehe coffee is harvested by women farmers in Ngozi Province. Though I was born and raised in Burundi, I have lived in the United States for 30 years. Applying the skills I have learned throughout my career, I am pleased to support the women farmers in my native land. Coffee, the main export of Burundi, has been key to rebuilding the country. Anyone buying or enjoying Burundi coffee joins me in my journey to make a difference in the lives of the people of Burundi.
22 August/September 2018
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Emerging Trends Single Serve Pour Overs
by Travis Gorney, President & COO, Coffee Blenders
here is a new trend emerging in specialty coffee that is beginning to take the US coffee industry by storm. Single serve pour over coffee is here and based on the numbers we believe it will be here to stay. With less impact on the environment, a lower cost to manufacture in comparison to a single cup, and the quality of coffee this delivery method brews, we believe the single cup coffee market might just have some new competition in town. No longer are the days where you need to own an expensive single cup machine to enjoy a single serve cup of coffee. With a single serve pour over you can brew the coffee anywhere, literally. Whether youâ€™re hiking through the mountains or out fishing in the middle of a lake, all you need is a thermos with hot water to brew a craft quality pour-over. With the explosion of cold brew, debut of functional coffees, and the launch of the portable pour-over the coffee segment is certainly firing on all cylinders and enjoying innovation from all directions. Although this delivery method for coffee may be something you have not yet heard of you will likely be seeing this product sold nationwide at a retailer near you very soon. I recently sat down with Masa Higashida, CEO of NuZee, Inc., dba pourovercopacking.com, a San Diego Based co-packer leading the movement here in the US for the production of single serve pour overs and I was excited to learn that this concept has existed in Asia for over 30 years. Japan is leading the global market in terms of volume and currently consumes over 2 Billion of the single serve pour overs annually. Even more surprising
is that the annual global volume for this product is 3.2 Billion pouches, equating to over 55 million pounds of coffee per year sold in these little filters. There are several US based early adapters currently marketing this innovative product. Virgin Islands Coffee Roasters (St. Thomas, USVI), Coffee Blenders (San Diego, CA), Hawaii Coffee Companyâ€™s Lion Coffee (Honolulu, Hawaii), Copper Cow Coffee (Los Angeles, CA), Alumbre Coffee (Renton, WA), Libra Coffee (San Diego, CA) and Twin Peaks Coffee (San Diego, CA) are just a few of the brands that have already gone to market. With over 60% of US consumers drinking coffee daily and 41% of consumers claiming to own a single serve cup machine it is no secret that the population loves their coffee. Also, they want it quickly and conveniently. This may not be the only reason consumers have made the switch from drip brewers to single serve machines. Many consumers consider it a waste to brew a full pot of coffee. Some people are apprehensive or intimidated by a drip coffee machine, so they find comfort in a pour over that is so easy to brew. What does this mean for the pour-over? A single serve pour over removes the intimidation of the machine while providing a quick, convenient, and great cup of coffee.
24 August/September 2018
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NewsBites Fuji Electric to Begin Shipping New Commercial Bean-To-Cup Coffee Machine to US Market in August Fuji Electric Corp. of America will ship their new Commercial Grade Bean-to-Cup Coffee Machine to the US Market in August 2018. The machine uses freshly ground beans for every cup, allowing for 24/7 access to gourmet coffee in locations such as offices, hotels, restaurants, and convenience stores. Our advanced grinding technology results in finely ground beans that are consistent in size for a smooth flavor. By producing only what is needed when it is needed and eliminating paper filters, with the mesh brewing system, the Fuji Electric system eliminates the tremendous waste associated with large batches of coffee and waste associated with traditional single serve options. The unit can function unattended with very little labor required. Over 20 brewing parameters can be set up to adjust to individual bean flavors and customization options are available to add company logos and graphics to create brand equity. For more information, visit https://fujiel. us/2KfmXKD. Call For 3rd National Coffee Quality Competition ‘Colombia, Land Of Diversity’ Is Open “Colombia, Land of Diversity,” recognizes excellence, quality and diversity of Colombia’s coffee. The competition aims to continue positioning Colombia’s specialty coffee in differentiated high-value market niches, honoring the dedication and perseverance of coffee growers that produce coffee of the highest quality. As part of its mission to work for the well-being of Colombian coffee growers and its strategy to improve their profitability, with the competition the Colombian Coffee Growers Federation (FNC) seeks to encourage production of specialty coffee and project it nationally and internationally. The best coffee lots in each category will participate in an exciting live auction before national and international bidders, which will take place in Bogotá on October 5 as part of “Cafés de Colombia Expo 2018.”
Probat and Brewed Behavior Partner on Roaster Training Brewed Behavior and Probat Burns are teaming up to offer roasters training at their coffee labs in Kansas City, MO. and Vernon Hills, IL, respectively. The roasting methodology developed by Brewed Behavior exclusively for Probat Burns includes in-depth lectures and hands-on skill building for roasters to improve their skills and learn new ones. Participants will also benefit from personal direction on flavorprofiles sample roasting to best suit their specific target demographics. “Brewed Behavior’s theory of precision roasting is the ideal fit for us,” says John Fortin, President of Probat Burns. “We believe we make the world’s best roasters, and to bring out the best in the machine and the roasting professional, we want to offer the best training possible. Brewed Behavior provides it.” Interested roasters can learn more at brewedbehavior.com, and email email@example.com to schedule their training. Costellini’s Is A Name To Remember For A Mocha You’ll Never Forget Our gourmet Premium Coffee Flavoring Products include powders, frappe mixes and sauces in many assorted chocolate, vanilla and sugar free flavors. Since 2002, our goal has been to provide consistent, premium products at competitive prices. Treat yourself today!” For more information, visit www.costellinis. com.
Thanksgiving Coffee Company Brings Coffee from the Yunnan Province to Online Store and Grocery Thanksgiving Coffee Company, 2017 Roaster of the Year, has been bringing unique origins to the table since 1972. CEO Paul Katzeff was one of the founding members of the Specialty Coffee Association, and has long been an on-the-ground advocate for guiding coffee producing countries into the world of specialty by helping farmers bring out the best in their coffee. The Manlao River project in the Yunnan Province of China began as a poverty alleviation initiative. The opportunity arose to use a 10,000 hectare lot in this area to help impoverished farmers with a new product — coffee. Thanksgiving Coffee first sourced coffee from Yunnan in the early 1980s, and now three decades later, they are excited to feature this unique single origin once again. Coffee from Yunnan has come a long way, and Thanksgiving is happy to support the continued growth of these new coffee farmers. This coffee is available online for $17 plus shipping through the Thanksgiving Coffee website, at www. thanksgivingcoffee.com It’s Not About the Coffee: Howard Behar to Keynote CTW 2018 NAMA has announced that Howard Behar, former President of Starbucks, will kick off the Coffee, Tea and Water Show 2018 (CTW) as the Opening
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We offer the largest selection Java Jacket provides the best of vacuum sealed containers in insulation of all sleeves on the the world! We have developed market. Protects customers a patented vacuum open and close system that acts exactly from hot or cold to-go the same way as a one-way beverages, and provides a degassing valve, allowing more grippable surface than natural gasses to escape without allowing oxygen other coffee sleeves. in. Perfect for Coffee & Tea, guaranteeing freshness & flavor. Simplicity that works.
Brewista designs, manufactures and distributes the finest specialty coffee equipment available. Visit us at www.mybrewista.com and at major coffee industry tradeshows. Contact: firstname.lastname@example.org for more information
Session keynote speaker, Monday, November 12 at 3:30pm in New Orleans. As a renowned business leader, author, speaker and mentor, Behar has influenced the lives of professionals at all stages of their careers and at all levels and roles. Shaped by his experiences working in his parents’ Seattle market, schooled in operations and management in a consumer-oriented retail business, and part of the leadership triumvirate that built the iconic Starbucks brand, Behar is the ultimate “servant leader” who is known for his memorable lessons. Register today at www. coffeeteaandwater.org to save big with early bird rates and special group rates for operators. Early Bird rates end September 12th. Italian Gelato Conquers America Sigep’s ‘debut’ at New York’s recent Fancy Food Show was a great success. Artisan gelato cont. on page 28
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NewsBites and coffee played star roles at an experiential stand that intercepted American buyers, distributors and importers. Rimini, 9th July 2018 – Italian gelato landed in the States meeting with immediate success. The experiential stand organized by Italian Exhibition Group’s Sigep at the recently closed Summer Fancy Food Show 2018 in New York, saw traders and enthusiasts lining up every day to taste the delicious flavors of gelato and real espresso coffee from renowned Made in Italy tradition, together with croissants and fantastic pastries. Numerous American buyers, distributors, importers and top sector experts were eager to try the products of Italian companies for themselves. Brewista® Does It Again, Again! Another Award At Denver Coffee Fest Brewista’s Cold Pro 2™ garnered a second place finish for Best New Product in the nonconsumables category at Coffee Fest. This is the fourth time Brewista has won an award in the competition. The Cold Pro 2™ is Brewista’s latest offering in their Cold Pro commercial cold brew lineup that started with the original system back in 2016. Still using the patented lift, twist and drain system from the original, the Cold Pro 2™ features a new brewing vessel. Designed and manufactured in USA and NSF certified, the Cold Pro 2™ eliminates the need for adaptor rings by incorporating supports in the brewing vessel. Translucent BPA free HDPE material reveals the level of cold brew. A tapered bottom eliminates the need to tip the bucket. The retaining well below the spigot ensures no grounds in the finished cold brew. For more information, visit www.mybrewista.com.
Bring Your Brand To Life With Identabrew C2 Imaging is proud to bring you IdentaBrew®, a comprehensive range of in-house and networked services dedicated to the food and beverage industry. IdentaBrew is a complete branding program developed specifically to help you sell your products by easily merchandising the equipment with high quality graphics. Our capabilities include digital and screen-print reproduction for all levels of in-store and external promotional materials. Our in-house production services include design, prepress, printing, die cutting, custom finishing, and fulfillment. Since 1997, IdentaBrew has prevailed as the leading resource for beverage brand exposure and merchandising. From wholesale to distribution to retail point of sale, we have the services, products, expertise, and experience
to improve your sales and drive your brand forward. Please visit: c2spark. com/beverage-dispenser-branding/. Brazil To Host Coffee World Championships For The First Time From November 7th-9th, 2018, Brazil will host the World Barista Championships. The face-offs are highlights in The International Coffee Week (ICW), the most relevant event in the Brazilian coffee industry. Over 40 countries compete in the craft of coffee in Belo Horizonte, MG. The championships will focus in different moments of coffee-making: The Latte Art Championship, Coffee in Good Spirits Championship, the Brewers Cup and the Cup Tasters Championship, these two later previously scheduled to Dubai, now part of the ICW program. The event also promotes coffee producing regions in Brazil. During the event, it is possible to attend cupping sessions and taste the finalists Arabicas and Robustas from “The Coffee of the Year” contest. ICW also presents lectures, workshops and masterclasses to all visitors. ICW 2017 registered 17 thousand attendees, 140 exhibitors and it was responsible for around R$ 35 million in turnover. Please visit, www.internationalcoffeeweek.com.br. Sigep Celebrates Its 40th Birthday And Italian Exhibition Group Is Preparing An Extraordinary Edition! The world’s great artisan confectionery expo at Rimini Expo Centre. Forty years of successes for artisan confectionery, forty years of SIGEP. From 19th to 23rd January, at Rimini Expo Centre, Italian Exhibition Group will celebrate the event along with the key players of the world of the great Italian and international trade of products and technology for gelato, pastry, bakery and coffee. After the record-breaking figures of the previous edition (with 135,746 Italian buyers and 32,202 foreign buyers from 180 countries), SIGEP is ready to accelerate further, in coherence with development strategies outlined by IEG’s five-year industrial plan. A plan under the banner of investments in structures, innovation and internationality, in order to confirm its role as the major international hub for the foodservice channel. Please visit www.sigep.it. illy Will Purchase Colombian Coffee Grown by Former Guerrilla Fighters illy has committed to purchasing coffee grown by former antigovernment guerrilla
fighters in territories formerly under their control. Much of that land had been used to cultivate the raw ingredients for the illegal drug trade that financed the insurgent group’s operations. The agreement also formalizes illy’s commitment to training the former FARC group, numbering 600, in techniques to raise coffee that meets the company’s industry-leading quality standards, after having provided training on less formal terms over the past 18 months. The agreement, signed by illycaffè Chairman Andrea Illy, is part of the country’s larger effort to reintegrate the group following the signing of a peace treaty in 2016 that put an end to four decades of violent insurgency. The parties to the agreement include the Colombian agency responsible for the reintegration process, known as ETCR, and the Association of Small Coffee Growers (Ascafe). Primera Introduces LX910 Color Label Printer Primera Technology, Inc., a leading manufacturer of specialized digital color printers, has announced LX910, its newest desktop color label printer. LX910 is Primera’s fastestever desktop color label printer. It can handle labels as wide as 8” and as small as 0.75”. This latest addition can print a 4” x 3” label with 50% coverage in less than 6 seconds. In addition, ink costs are the lowest ever from Primera. This is due to a new, ultra-high capacity ink cartridge. On the same 4” x 3” label, cost per label is around $0.03 (USD) each. Typical applications include product labels for coffee, wine, water, bakery, confectionary, meat, cheese and hundreds of other specialty and gourmet foods. The printer is also ideal for manufacturing, laboratory, security, government, retail, and a wide variety of other markets. For more information, email at sales@ primera.com. illy Pays Tribute to the Timeless Art of Andrea Bocelli Campaign illy, has brought its new international advertising campaign to North America that features, and is inspired by the art of the world’s most beloved tenor Andrea Bocelli. With Bocelli as muse, and now illy’s central brand ambassador, the campaign celebrates and illustrates a mutual belief that creating something unique, in every aspect, requires a daily, never-ending commitment to perfection; a commitment invisible to all others that serves the ultimate
goal of offering the world one’s best, always. A 60-second spot available for viewing on www.illy.com, translated from the original Italian version, pays tribute to the art and methodical professionalism of Mr. Bocelli. The Annual: Seoul Edition By World Aeropress Championship Is Now On Sale Weighing in at over 1kg, and clocking up more than 400 pages between the covers, The Annual: Seoul Edition is packed with AeroPress brewing recipes and event content, making it an excellent gift for coffee lovers, and a must-have item for anyone who competed. - An honest chat with 2017 World AeroPress Champion, Paulina Miczka - A guide to the best cafes in Seoul by one of the hippest locals you’ll ever know - A first-hand recount of the world final by bad-ass/potty-mouth emcee Michelle Johnson (*quoted above) - Photos, obviously. Seriously, a shittonne of photos - The story behind the brewing of the very first world championship coffee beer - A behind-the-scenes look into the making of the AeroPress Movie - And all 59 national championshipwinning recipes The Annual: Seoul Edition ($35 USD) is in stock and available for purchase now at aero.press/shop. Xeltron’s Camera Sorter Machine: High Volume Small Footprint Excellent Sort Renowned in the coffee business since 1974, Xeltron offers the latest in Camera Sorting Machines. The XV Model share the main qualities of our traditional sorters: Ease of Operation for minimal technical training, Robustness to operate in hostile environments and High-Quality Sort; adding Small Footprint to the equation. The XV comes in different sizes, sorting from 2 to 15 ton/hour, addressing the needs of the small, medium and large producers. It is the BEST price/ volume/footprint ratio option in the market, achieving a cleaner accepted grain and a rejection with less good grain in a single pass. Each tray can be programmed individually, allowing for different sorts to be made simultaneously. Use one tray for reprocessing, sort a different lot or just turn it off in case of failure or low production, without affecting your deliveries. Xeltron was born in coffee, let us help you achieve your goals. Every grain counts. For more information, email xeltron@xeltron. com.
Please Make Sure to Visit these Coffee Fest Exhibitors AeroPress Inc. 1845 aeropressinc.com (650) 493-3050 The AeroPress coffee maker utilizes a breakthrough in the coffee brewing process to yield the smoothest, richest coffee that you have ever tasted. See our ad on page #26
Java Jacket 1937 javajacket.com (800) 208-4128 The Original Green Coffee Sleeve. Comes in 100% Recycled Natural Kraft or White. Can be custom printed with your design. See our ad on page #15, 23
Brewista 1920 mybrewista.com (307) 222-6086 As a collaboration of engineers, designers, coffee aficionados and roasters with decades of experience, Brewista designs, manufactures and distributes the finest brewed beverage products available. See our ad on page #26, 29
Tightpac America Inc. 1727 tightvac.com (888) 428-4448 Patented coffee closure system that acts exactly the same way as one-way degassing valve, allowing natural gasses to escape without allowing oxygen in. See our ad on page #26
Coffee Holding Company 1712 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 #13 Fifty/Fifty Bottles 2126 Fiftyfiftybottles.com (800) 849-5185 Fifty/Fifty bottles manufactures and distributes high quality double wall vacuum insulated bottles. We also have in-house laser engraving capabilities. See our ad on page #27 Fuji Electric Corp. of America 1831 https://fujiel.us/2KfmXKD (732) 560-9410 Fuji Electric offers commercial grade single-serve bean-to-cup coffee machine with 20 adjustable parameters for your perfect cup and easy maintenance. See our ad on page #4
COSTELLINI’S 877.889.1866 WWW.COSTELLINIS.COM Delight your taste buds with our delicious Chocolate and Vanilla Frappes!
WATER PURIFICATION SYSTEMS
WATERLOGIC COMMERCIAL PRODUCTS, LLC 800.288.1891 WATERLOGICDEALERS.COM
Get unrivaled purity and peace of mind with our bottleless water coolers. Our breakthrough Firewall™ technology delivers 99.9999% bacteria free water reaching purification levels no one else can promise. We combine that with advanced filtration and BioCote antimicrobial protection to guarantee you even more confidence and selling features.
UPAC2 INC. 1602 upac2.com (612) 518-2240 100%compostable single serve K Cups Brand name Compo Cup See our ad on page #19 Vessel Drinkware 1643 vesseldrinkware.com (855) 833-7735 oneVessel by Vessel Drinkware provides retailers with highquality, reusable drinkware featuring lifestyle driven artwork to capture the attention of your customers. Please visit us at www.vesseldrinkware.com, or call (206) 763-0366 See our ad on page #23, 27 Walker Coffee Trading LP 1854 walkercoffee.com (713) 780-7050 Shop around for your beans! Visit www.walkercoffee.com to see our green coffee offering lists. Our reputation stands out for our great quality of beans and excellent customer service. See our ad on page #19 Wilbur Curtis Co., Inc. 1912 wilburcurtis.com (800) 421-5150 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 #5
IdentaBrew menu systems utilize lettering channels and rails, magnetic elements, cleated panels, and chalk surfaces for the ultimate menu board solution. Contact: Carol Andrews email@example.com Direct: (253) 893-1132 29
Advertisers Index Company.................................................. Phone.................... Web.................................................... Page...Coffee Fest Booth AeroPress Inc...........................................................(650) 493-3050............aeropressinc.com..............................................26...............................1845 Brewista...................................................................(307) 222-6086............mybrewista.com...............................................26, 29.........................1920 Buhler Inc................................................................(763) 847-9900............buhlergroup.com..............................................25 C2 Imaging/ Identabrew........................................(888) 872-7200.............c2spark.com/beverage-dispenser-branding/.........29 Cablevey Conveyors................................................(641) 673-8451..............cablevey.com....................................................17 Coffee Bags Outlet..................................................(614) 859-6125..............coffeebagsoutlet.com......................................29 Coffee Blenders.......................................................(760) 295-2408............coffeeblenders.com..........................................14 Coffee Holding Company.......................................(800) 458-2233............coffeeholding.com............................................13.................................1712 Colombian Coffee Growers Federation.................(305) 532-7950.............federaciondecafeteros.org...............................31 Costellinis.................................................................(877) 889-1866.............costellinis.com...................................................29 Cup For Education...................................................(718) 832-0800.............cupforeducation.org.........................................21 Don Pablo Coffee Roasting Company...................(305) 249-5628............cafedonpablo.com............................................15 Eastsign Int’l Ltd............................................................................................eastsign.com.....................................................19 Fifty/Fifty Bottles....................................................(800) 849-5185............Fiftyfiftybottles.com.........................................27................................ 2126 Fres-co System USA, Inc.........................................(215) 721-4600.............fresco.com.........................................................11, 15 Fuji Electric Corp. of America.................................(732) 560-9410.............fujiel.us/2KfmXKD ............................................4..................................1831 International Coffee Consulting Group.................(818) 347-1378...............intlcoffeeconsulting.com.................................25 Java Jacket..............................................................(800) 208-4128............javajacket.com..................................................15, 23.......................... 1937 Juice Solutions Inc/ Add a Scoop Supplements...(415) 382-6535..............addascoop.com.................................................25 North Atlantic Specialty Bag..................................(773) 504-2593.............northatlanticbags.com.....................................29 Primera Technology Inc..........................................(800) 797-2772.............primeralabel.com.............................................10 Shore Measuring Systems......................................(765) 769-3000............moisturetesters.com.........................................19 Square......................................................................(917) 344-3260.............squareup.com...................................................3....................................901 State Farm Insurance....................................................................................st8.fm/bizinsurance..........................................7 Texpak Inc | Scolari Engineering............................(856) 988-5533............scolarieng.net...................................................2, 32 Tightpac America Inc..............................................(888) 428-4448............tightvac.com.....................................................26................................1727 UPAC2 INC................................................................(612) 518-2240..............upac2.com.........................................................19................................1602
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Vessel Drinkware....................................................(855) 833-7735.............vesseldrinkware.com.......................................23, 27..........................1643 Vita-Mix Corporation..............................................(800) 437-4654............vitamix.com......................................................9 Walker Coffee Trading LP.......................................(713) 780-7050.............walkercoffee.com.............................................19................................1854 Waterlogic...............................................................(800) 288-1891.............waterlogicdealers.com.....................................29 Wilbur Curtis Co., Inc..............................................(800) 421-5150.............wilburcurtis.com...............................................5..................................1912 Xeltron SA................................................................(254) 935-8766............xeltron.com.......................................................29
For complete and updated show information visit our online calendar: http://coffeetalk.com/industry-calendar/
Latin America Coffee Summit, Centro de Convenciones Puebla, Mexico
Western Foodservice & Hsopitality Expo, Los Angeles, CA, USA
Coffee Fest, Los Angeles, CA, USA
Coffee Roasters Guild Retreat, Skamania Lodge, Stevenson, WA USA
Tea & Coffee World Cup Europe, Birmingham NEC, UK
Coffee Technicians Guild Summit, Los Angeles, CA, USA
Natural Products Expo East, Baltimore, MD, USA
Association for Science and Information on Coffee (ASIC)/Portland, OR, USA
Golden Bean North America, Portland, Oregon, USA
Sustainable Harvest® Let’s Talk Coffee® 2018, Huila, Colombia
COTECA, Hamburg Germany
Coffee Roasters Guild Camp, Évora, Portugal
Ninth TriestEspresso Expo, Trieste, Italy
82 Asoexport Cartagena 2018, Cartagena, Colombia
Allegra World Coffee Portal CEO Forum, Los Angeles, CA USA
The Los Angeles Coffee Festival, Los Angeles, CA USA
India International Tea & Coffee Expo, Kolkata, India
The NAFEM Show, Orlando, Florida USA
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