a eam magazine www.cof feetandi.com
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changes in Asia’s coffee culture published bimonthly for the Asian coffee communication
processing coffee in Brazil with Ross Bright
Editor Dane Wetschler
Design Suda Roonnok
pioneers in Malaysia’s coffee scene
starting a café business
how to make your menu stand out Uma Café: a creative café concept
Managing Editor Sam Tanadej Kamonchan
Blue Sky Books Team Sakuntala Samakkeetham Dane Wetschler Supatcha Thipsena Cece Cheng
Tony Ch Chen from Shanghai Guangz Guangzhou’s first coffee chain Greenery Café Greene
New Zealand Natural: guilt-free ice cream Mian Café
underground coffee by the sea
Phuket International Hospitality Show Specialty Coffee & Tea Convention FHC China 2009 in Shanghai FHV Vietnam 2009
HOSFAIR 2009 Guangzhou TRAFS 2009
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Whose Coffee Culture? Over the last few months I have been to several countries in Asia sampling coffees, meeting people in the café industry and promoting Coffee T&I Magazine. Every city I visited hosts distinct, dynamic coffee cultures. The always-crowded kopitiam of Kuala Lumpur, the ubiquitous sidewalk cafés of Hanoi, the highly conceptual cafes of Beijing: these are places that differ signiﬁcantly both in terms of style and substance. While there exists a diversity of coffee cultures in Asia, they are all in ﬂux. Unlike European coffee culture, espresso-brewed coffee is not the primary mode of coffee consumption in Asian coffee cultures. Most coffee consumers in Asia drink instant coffee or ﬁlter-brewed coffee with about as much sweetened condensed milk as coffee. These coffee brewing styles are cheaper and therefore more accessible to people than is espresso-based coffee. The change sweeping through coffee cultures in Asia is in no small part due to economic growth, more frequent interaction with foreign peoples and cultures, and the adoption of Western-inﬂuenced consumption behaviors. Espresso is, of course, a thing of European coffee culture. While in European coffee cultures espresso is considered quotidian, elsewhere around the world, and particularly in Asia, coffee drinking can reﬂect a consumer’s gustatory sophistication and socioeconomic status. This is not just my observation, but also the consensus of café owners I spoke with in Thailand, Malaysia, Vietnam, Laos, and China. Although understandable, it seems odd to me that coffee could come to signal wealth. My idea of coffee culture, like many Americans, connotes books, politics, music, art, board games and cigarettes more than it does ﬁnancial success. Aside from the taste and delightful biochemical consequences of drinking coffee, it was also the culture surrounding coffee that had me so hopelessly enamored. It is my wish that the growth of coffee culture in Asia does not just mean more people drinking more espresso-based coffee, but that the culture that surrounds it might also take root. You will ﬁnd in this issue of CT&I exemplars of coffee-culture building cafes in Asia. The cover story exploring coffee culture in Malaysia features Typica Café, an unpretentious café serious about making perfect cups of coffee. This issue’s Indy Voice takes a look at Uma Café of Guangzhou, a café that combines coffee with photography and fashion. These cafes bring more than just good coffee to Asia; they bring culture.
在过去的数月里，我去了亚洲的好几个国家，品尝咖啡样 品，与咖啡行业的人士见面，并为“咖啡茶和冰淇淋”杂志 促销。我访问的每个城市都拥有自己有个性的，有活力的咖 啡文化。那永远拥挤的吉隆坡咖啡屋，那无处不在的河内人 行道旁的咖啡店，那高度概念化的北京咖啡馆：这些喝咖啡 的地方不管是风格还是内容都是大不一样的。 不像欧洲的咖啡文化，由咖啡機煮出的咖啡在亚洲咖啡 文化是不占据消费者主流群的。在亚洲，大多数的咖啡消 费者是饮用速溶咖啡和过滤煮成的咖啡，外加同等量的煉 奶。这些形式的咖啡比较廉价，所以对人们来说它比濃縮 咖啡飲品更消费得起。 亚洲风靡一时的咖啡文化主要来源于经济腾飞，与外国人 和外来文化越来越多的交流，随之而来的受西方影响的消费 行为的采用和接受。濃縮咖啡当然是一种欧洲咖啡文化。在 欧洲，濃縮咖啡文化是认为很普通的，在世界的其它地方， 特别是在亚洲，饮用咖啡能够反映消费者味觉的微妙不同和 显示社会经济地位。这不仅是我的见解，也是我在泰国，马 来西亚，越南，老挝和中国与咖啡经营者谈话的认同点。 虽然可以理解，但对我来说喝咖啡可显示经济地位，实 在是有些奇特。我对咖啡文化的理解正如同许多美国人一 样，就像对政治，音乐，艺术，纸盘游戏及香烟等等的理 解一样，不会想到与经济事业上的成功有联系。饮用咖啡的 滋味和所產生的生化的舒适反應搁置不谈。单是围绕咖啡的 文化已足够让我深深迷恋。但愿在亚洲发展的咖啡文化不仅 仅是更多的人们饮用更多的濃縮咖啡，而是这种围绕咖啡的 文化能生根发芽。 在这期的CT&I你可以发现亚洲新建造的具有咖啡文化的 咖啡馆中的典范。封面故事讲述了马来西亚咖啡文化，一个 毫无娇柔做作，但把制作一杯完美的咖啡看得很重的Typica Café .这期 的Indy voice 展示了一个在广州与照相馆和时装店 开在一起的Uma咖啡馆。这些咖啡馆不仅仅是供应好咖啡， 而且还随之带来了咖啡文化。
Dane Wetschler email@example.com
Equal Regional Conference 2009 Merisant (Thailand) Ltd., as the hub for Asia, has organized “Equal Regional Conference 2009” among all distributors in Asia to review business performance and to have a team building session. In addition, K2 has conducted a workshop to show initiative ideas about Equal application to the meeting participants under concept “Low calorie” sauce, such as chocolate / green tea, syrup. All in low cal!! For more information please visit www.clubequal.com Merisant（泰国）有限公司作为亚洲活动中心，在亚洲所有的供应 商中组织了2009年平等交流的地区会议，来回顾商业运做，即一个建 立和谐关系的会议。另外，K2 进行了一个工作会议，显示了关于低卡 路里有创见的思想：让所有的参会者同样运用这个低卡路里思想的理 念，諸如巧克力，绿茶，糖浆。一切都使用低卡路里。如需要更多信 息。请查阅www.clubequal.com
Latte Art Training with Bluecup Coffee Bluecup Coffee and S&P arranged an exclusive latte art workshop led by some of Thailand’s most skilled baristas who work for Bluecup. The workshop was offered for free to those customers who had more than 400 points on their S&P Joy Cards, S&P’s customer loyalty program. A limited number of non Joy Card holders were admitted for 2,500 Baht per person. For more information about this event and other Bluecup activities, please call Bluecup’s customer relations department at 02-6646200-6, Monday – Friday, 9:00 - 17:00.
Blue Cup咖啡及S&P组织的一个独立无二的拿鐵拉花艺术坊是由 一些泰国最有经验的，为Blue Cup咖啡工作的咖啡師傅来引导。这 个艺术坊为那些积聚400多个点S&P Joy Cards的忠实顾客免费提供服 务。这个艺术坊为要想进入这个工作坊而不拥有Joy Card的顾客提供 有限名额，但一个人要支付2500泰铢。如想要知道有关这个拿鐵拉花 艺术坊及其他有关Blue Cup咖啡的活动，请打电话+662-6646200-6给 Blue Cup咖啡顾客关系部，星期一至星期五上午九点至下午五点。
Middle Eastern Coffee Experts to Compete at the Inaugural UAE Barista Championship The ﬁrst-ever National United Arab Emirates (UAE) Barista Championship will take place 10 – 12 November 2009 in conjunction with the Specialty Coffee & Tea Convention in Dubai, UAE. The WBC accredited event will follow the competition format and rules of the WBC: baristas will have to prepare and serve 12 coffee drinks—four espressos, four cappuccinos, and four signature drinks—within ﬁfteen minutes. The winner will represent the UAE at the World Barista Championship (WBC) June 2010 in London, England. 与在阿联酋Dubai杜拜的精品咖啡及茶会议同时举行的阿联酋咖啡 冠军赛的赛程时间是2009年11月10日至2009年11月12日。被国际咖啡 冠军赛（WBC）认可的这次比赛将以(WBC)比赛形式和规则作准则： 咖啡比赛参赛者将限定在15分钟内准备和制作12杯咖啡------4杯濃縮咖 啡，4杯卡布其諾，4杯創意咖啡.获胜者将会代表阿联酋参加2010年在 伦敦举行的WBC赛事。
Thai Barista Association of Thailand Conducts Japanese-Style Coffee Brewing Workshop Last July, the Barista Association of Thailand and F&B Association of Thailand held a training session for making Japanese-style coffee at the Thailand Retail, Food & Hospitality Services 2009 (TRAFS) exhibition at BITEC in Bangna, Thailand. This training aimed to provide an opportunity for people interested in making learning how to brew coffee using several methods, such as syphon, ﬁlter, and ﬂannel, or “Nel”, drip coffee. 今年七月，泰国咖啡大师協會和F&B泰国協會在泰国2009年酒店用设备 及用品展览会在BITEC，泰国的Bangna城市，举行了做日本式咖啡的课。 这门课为有兴趣用不同方法来调制咖啡的人提供了机会，像塞風壺, 濾式 和flannel或者Nel，冰滴咖啡，来调制咖啡。
Photography Contest with D’Oro Now Open D’Oro just launched the photo contest “Happy & Warm Memories with D’Oro”. The photography contest winner will receive a cash prize, a digital camera, and a Canon printer. The winner will also be invited to join an ecotour at Om-koy coffee estate in Chiang Mai to appreciate the traditional art, culture, environment and coffee of northern Thailand. For more information, please visit http://www.caffe-d-oro.com. Please submit photos to doro_ct@ yahoo.com before 31 October 2009. D’Oro 的“幸福，温暖，回忆“摄影竞赛刚开始。竞赛的获奖者这 将会获得的奖品有现金，数码照相机及佳能打印机。获胜者还可以被 邀请参加一次生态游，去泰国清邁的Om-koy 咖啡庄园领略泰国的传统 艺术，文化，环境及泰国北部的咖啡。如需要更多的信息，请查询网 站。http://www.caffe-d-oro.com .请在2009年10月31日之间把照片送至
Tea and coffee brewing training with professional baristas Barista Association of Thailand and F&B Association of Thailand have jointly conducted the tea and coffee brewing training. This training was aimed to educate and improve skills for hotel and restaurant members, with interested people included. It was took placed in Pattaya Food & hotelier Expo’ 09, running 28-29 August 2009. The respond of attendees were very satisfactory. This training was supported by K2 for coffee machines and Sumbydee for coffee beans and also Equal products. 泰国的食品飲料协会和泰国的咖啡師协会一起进行茶和咖啡沖泡方面 的训练。这个训练旨在为旅馆和餐馆的服务人员提供教育和改进技术， 同时也有其他感兴趣人员们的参加。训练时间是2009年8月28日和8月29 日，在2009年的Pattaya 饮食及酒店管理展览会里举行。从出席者们的反 应显示出了它的成功。这次活动的咖啡机由K2 提供，咖啡豆及其它材料 由Sumbydee 提供。
The Professional Barista Workshop Nestle Professional Ms. Veronique Cremades - Executive Director, NESTLE Professional for Indochina
Mr. Korsak Chairasamisak - CEO, CP All Plc
Jonh Miller â€“ Chaiman and CEO, Nestle (Thai) Ltd
The Professional Barista Workshop June 2009, Nestle (Thailand) Ltd. conducted The Professional Barista Workshop. Mr. Korsak Chairasamesak, president of CP ALL Company Ltd., Led the board of 7 Eleven to attend this workshop in order to share their opinions on the business and create a good relationship between the board members. The board members has paid close attention to many activities such as: 1. demonstration of brewing coffee and Latte Art by professional baristas 2. demonstration of how to sort the coffee beans and jointly have a coffee tasting 3. how to make a good coffee workshop with professional baristas
专业的咖啡作坊 在2009年6月，在泰国的Nestle Ltd.公司开展了专业的咖啡作 坊。 CP ALL 公司的总裁，Korsak Chairasamesak 先生，带领7 Eleven 的董事会，出席了这个作坊，以便于他们分享商业方面的建议及 在董事会成员之间建立一个良好的关系。 董事会成员对许多活动表示关切，例如： 1． 2． 3．
专业咖啡人员煮咖啡和咖啡拉花的展示 如何把咖啡豆分类和同时品尝咖啡的展示 专业咖啡師如何制做好咖啡的工作坊
Malaysia’s Changing Coffee Culture From traditional Malaysian kopitiam to syphon bars, coffee has come a long way in Malaysia. Kopitiam, the word for “coffeehouse,” comes from a combination of the Malay word for “coffee,” kopi, and the Hokkien word for “shop,” tiam. Kopitiam are ubiquitous in Kuala Lumpur. The unassuming atmosphere and fare distinguishes the kopitiam from Western inﬂuenced coffee culture. Although there are a number of chain kopitiam sprouting in shopping areas throughout Malaysia and catering to a young and trendy clientele, the majority of kopitiam maintain their traditional appeal: inexpensive meeting places for a small meal and coffee. Malaysian kopi is traditionally served sweet with condensed milk. The practice of adding condensed milk and sugar started as a way to mask the bitter and unpleasant taste of coffee served at kopitiam. The coffee is ﬁlter brewed and usually roasted with sugar and corn. The coffee used to be domestically produced, but now coffee roasters import very cheap robusta from Indonesia. At the very least, the menus include typical Malaysian Chinese breakfast foods—eggs, toast, and kaya, a jam made of coconut, milk and eggs. Malaysia’s coffee culture, however, is changing. There are coffee chains and indy shops serving espresso-coffee drinks at prices many times higher than those served at the traditional kopitiam. The number of kopitiam and shops that mimic such style in Malaysia attest to the diversity of coffee drinkers: some still prefer the unpretentious, classic atmosphere and utility of the kopitiam while other, more wealthy and generally younger consumers opt for the growing number of Western-style coffee shops serving espresso-based beverages. While Malaysia’s coffee tradition has a rich history in the kopitiam, the coffee culture is changing thanks to a rising number of coffee enthusiasts. Sum Leong, owner of Typica Café, is one of such pioneers of indy
coffee culture in Malaysia. She has spent over a decade devoted to raising Malaysian peoples awareness of coffee’s true potential, that one not need to drown coffee in sugar and milk, that drinking black coffee can actually be quite enjoyable. Like most Chinese Malaysians, Sum Leong grew up drinking kopi-o, Malaysian-style sweetened black coffee, at breakfast. From the small village of Kanpar, she went to Taiwan for her studies at university where she realized how good coffee could be. There are coffee shops everywhere [in Taipei]. Of course I was poor at that time so I could not go in and enjoy a coffee. I thought that if I really want to drink coffee, I needed to work inside. My second year of university, I started to work in a café. There were no cafes in Malaysia like Taiwanese cafes at the time, where coffee so fresh and well prepared it can be enjoyed without milk or sugar. “The experience opened my eyes. I started thinking that Malaysia, my home country, should have some cafes like that, to tell the story of coffee.” Sum Leong started reading every book about coffee she could get her hands on. Before Sum Leong had returned to Malaysia from Taiwan, the Singaporean chain The Coffee Bean & Tea Leaf, the ﬁrst coffee chain to enter the Malaysian market, opened a branch in 1996. This company brought into Malaysia an alternative to the traditional coffee culture: espresso-based drinks at much higher prices. People started to recognize the difference in quality and taste between kopi-o and Westernstyle coffeehouse coffee, getting used to the idea of paying more for the latter. This made it easier for small local businesses to enter the coffee industry. Three years after the Coffee Bean arrived, Ou café opened, one of the ﬁrst and most famous independent coffeehouses in KL, followed by several other small coffee shops in KL.
Ou café received a lot of attention in the Malaysian press, inspiring coffee lovers to start their own café businesses. There were no cafes like [Ou Café] at the time. Some people in Malaysia really like coffee, but couldn’t ﬁnd a coffee place to settle into in Kuala Lumpur. We have kopitiam and several chain stores, but the environment is too traditional or not really suitable for what these customers are looking for. Every Sunday night, the café would host music and art performances. Anybody could perform as long as they told me in advance so I could advertise the event. The boom in the independent café business in the late 1990s and early 2000s has receded over the last few years, largely in part due to staggering hikes in rent for retail space. Now only the most die-hard coffee devotees keep there doors open. Sum Leong’s current business, Typica Café, is located at the Shaw Parade shopping mall in Pudu, Kuala Lumpur. Sum Leong chose the location for two reasons: One reason is the rent, the other is Pudu. I wanted to bring in the coffee culture to Pudu people. All these old Chinese men here work hard their whole lives, but they don’t know how to treat themselves well. I want to bring to them the joy of good coffee. Typica serves some of the best coffee in Malaysia. The shop only serves syphon-brewed and ice-drip coffee. The coffee itself is blended by Sum Leong. Because she is also writing a book about coffee, Sum Leong often travels to origin and brings back small quantities of beans to roast herself. “If my life is meant to brew a cup of coffee, then I should do that—and I should do that well”.
从传统的马来西亚咖啡店到虹吸壺吧台，咖啡在马来西亚走了一个 很长的过程。 Kopitian词义为“咖啡店”，Kopi是马来西亚语，意味着“咖啡” ，tiam是闽南语，意味着：“店“。Kopitian这个词语在马来西亚首都 吉隆坡是到处使用的。这种随和的文化气氛Kopitian词语把马来西亚的 咖啡文化和西方的咖啡文化明显区别开来。尽管在整个马来西亚各处的 商场里有许多纷纷开张的咖啡连锁店，专为年轻的，赶时髦的顾客提供 服务，然而传统的咖啡店还是占据主流，还保持着它传统的吸引力：是 一个花费不多，吃点小食，喝点咖啡，与人见面的地方。 马来西亚传统的咖啡是即放糖又放浓缩牛奶的。这种传统的即放 糖又放浓缩牛奶的做法在于为遮盖咖啡店所提供咖啡的那种苦涩的滋 味。这种咖啡是过滤酿造，通常用糖和玉米来烘烤。咖啡过去通常是 马来西亚国内生产，但现在咖啡烘焙者们从印度尼西亚进口非常廉价 的原料。咖啡店除咖啡外还提供其它食物，其中包括典型的马来西亚/ 中国的早餐食品--鸡蛋和烤面包，外加一种叫做kaya的果酱，是由椰子 肉，牛奶和鸡蛋做成的。 然而，马来西亚的咖啡文化是在不断变化的。有很多咖啡连锁店和 用咖啡機煮咖啡的獨營咖啡店,这些店的价格比马来西亚传统的“咖啡 店”要高出几倍。很多在马来西亚的“咖啡店”和类似的店见证了咖 啡消费者的多种层次；有些喜欢Kopitian那种既朴素又传统的气氛，而 其它更为富有的阶层却更喜欢那些正在变得越来越多提供濃縮咖啡飲品
的西方咖啡店，一般来说他们是年轻的一代人。马来西亚的咖啡 传统具有深厚的文化底蕴，多亏不断增加的爱好咖啡者，使得咖 啡文化得以不断的变化发展。 Sum Leong 是经营Typica Café 的老板。她是獨營咖啡文化在 马来西亚的开拓者之一。她专门用了十多年时间来唤醒马来西亚 人们认识到咖啡真实及潜在的本质，那就是人们即使不加糖和牛 奶，饮用纯咖啡照样也会非常的好喝，有味道。 就如同许多马籍中国人一样，Sum Leong 是喝一种称之 为“kopi-o”的马来西亚早餐咖啡长大的。从一个叫做Kanpar的 小村庄，她来到台湾的大学学习，在那里她认识到咖啡是多么 的美好。 “在台北）到处都有咖啡店。当然，那时我很穷，没有钱去 买咖啡喝。那时我想如果我真想喝咖啡，我需要在咖啡店做工“ 。在我大学的第二年，我开始在一家咖啡店里工作“。那时候的 马来西亚，没有像台湾的咖啡店那样，具有那种可以不放牛奶 和糖而照样好喝，有味道的咖啡。“我的台湾经历为我开扩眼 界。我开始想马来西亚是我的故乡，也应该有这样的咖啡店， 可以讲述咖啡的故事“。Sum Leong 开始阅读任何可以获得咖啡 知识的书籍。 在Sum Leong从台湾回到马来西亚之前，在1996年新加坡的咖 啡连锁店Coffee Bean & Tea Leaf 首次在马来西亚开起了连锁店分 店。这个公司为马来西亚提供了一种与马来西亚传统咖啡不同的 产品；一种价格高出许多的濃縮咖啡。马来西亚的人们开始认识 到“Kopi-o”本地咖啡和西方咖啡屋咖啡两种不同质量和不同滋 味咖啡的区别，逐渐习惯价格不菲的西方咖啡。这为后来的小型
企业进入咖啡市场铺平了道路。在新加坡“Coffee Bean & Tea Leaf“ 连锁店进入马来西亚市场三年后，在首都吉隆坡名为“Ou Café“ 的咖啡店开张了，是吉隆坡最早期的，也是最著名的独立连锁咖啡 店之一。在“Ou Café“开张之后好几个其它小咖啡店也纷纷在吉 隆坡开张了。 Ou Café在马来西亚引起了新闻界的很大反响。Sum Leong说，“ 在那时，还没有像Ou Café那样的咖啡店。有些马来西亚人虽然非 常喜欢咖啡，但不能在吉隆坡找到这种类型的咖啡店。我们虽然有 Kopitian咖啡店和其他几个咖啡屋连锁店，但气氛太过传统，对那些 寻找不同气氛的人们来说已经不合适了。每个星期天晚上，咖啡店 会有音乐和艺术表演。任何人可以表演，只要他们事先通知我，以 便我发出广告“。在90年代末和2000年后数年内，独立的咖啡店有 了蓬勃发展，但最近经历了好几年的消退，主要原因是由于店面房 租的急剧上升。现在仅仅是那些最为热情的咖啡经营者还保持着店 面的开张。 Sum Leong现在的咖啡屋Typica Café坐落在吉隆坡市Pudu区的 ShawParade商场。她说挑选这个位置有两个原因：“一个原因是房 租，另外一个原因是在Pudu区。我想把咖啡文化带给Pudu区的人们。 这里所有的老华侨都努力工作了一辈子，但他们不懂得享受。我想让 他们获得品尝咖啡的乐趣“。 Typica咖啡店为马来西亚提供了一些最好的咖啡。这家店仅提供虹 吸壺和冰滴咖啡。这些咖啡本身是由Sum Leong 亲自调制。因为她现 在正在写有关咖啡的书，所以她经常去咖啡产地，带回少量的咖啡豆 并亲手加以烘焙。她说；“如果我的职业工作是煮咖啡，那么我不仅 要去做这件工作，而且要把它做好。”
Brazilian Coffee: Pulped Natural or Natural? By Ross Bright (Vice President of Singapore Coffee Association) Ross Bright of the Singapore Coffee Association shares his latest trip to the Rainforest Alliance certified Fazenda Da Lagoa coffee estate in Minas Gerais, Brazil. The famous Australian singer Rolf Harris summed it up with the words, “They got an awful lot of coffee in Brazil.” Having just returned from Minas Gerais, the southern growing region a little north from São Paulo, I can certainly vouch for the quantity of coffee there. If you desire to go to origin to really see coffee, Brazil is a must. I had to make a choice as to which direction to take, East or West. I ended up ﬂying Singapore Airlines to Johannesburg and then South African Airlines to São Paulo, breaking up the trip with a day stopover before the onward journey to Brazil, though that did not help; in the end it does not matter which way you go—you won’t avoid the jet lag. Brazil in June is like the Australian winter, at least in Perth: three degrees in the morning and blue, sunny skies. This time of year, coffee markets respond to the weather changes in Brazil. Investors predict the crop production for the coming year and speculate on the futures market. In Brazil mention the word “frost” or “drought,” and you get heads turning, traders scrambling, and the roasters trembling for fear of shortages on physical stocks. Such responses put pressure on other producing countries and unsettle the commodity market. Upon arriving to Fazenda Da Lagoa, I was greeted by Stephan Zwick who invited me in for coffee and a presentation on the farm’s values and certiﬁcations. Fazenda Da Lagoa is a Rainforest Alliance Certiﬁed farm, which is one of the reasons I visited.The farm is currently 3455 hectares, around 800 of which reserved as natural forest and native habitat. I was lucky to see toucans, among many other species of birds on my visit. Average rainfall per year is 1600 to 1800 mm, so irrigation is not needed. By comparison, the Cerrado region is characterized by more open, rolling hills, less protected land, and coffee as far as the eye can see. Fertilization is required on a constant basis as the soil in this region is not very fertile. In fact, most Brazilian coffee depends on fertilizers to sustain production. With only two hours sleep, I awoke in anticipation of the sunrise and the arrival of the workers for the day. Having snuck away at 5:30 in the morning, I was out on a photo shoot as the workers arrived. I met and chatted with the workers to ﬁnd out what life was like working on the farm. A typical day for them begins in town where they are picked up by a bus and arrive at the farm at 7 am. Then they are sent to one of several areas on the farm to work until 4 pm, only stopping for lunch which the farm provides. There are some night shifts until 4 am to maximize the use of the mechanized machine process, though this is only during the peak of harvesting season. When asked about the working conditions Carlos the picker told me they are provided with hats, uniforms, boots, protective glasses, and gloves for strip picking. Apparently it is a law that the pickers in Brazil be provided gloves, but I believe that the workers don’t always like to use them. The workers salaries are 465 Brazilian real per month, about $260 USD. I asked the workers if this was enough to house, feed, educate their kids, and live a com14
fortable lifestyle. They said it was and looked at me in disbelief when I told them the wages some coffee farmers in Asia earn. In most regions of Brazil, machine harvesting is typically applied, followed by subsequent hand picking. The machine picking is generally employed on the trees once they are about four years old so they can sustain the stress of the machine. The trees are able to grow to up to four meters in height, which the machine handles easily. The other method is called strip picking, which is employed on the younger plants. Strip picking involves reaching in to grab the base of a branch and pulling all the cherries (and leaves)—red (in this case yellow), green, and over ripe—to be caught by a tarpaulin under the tree. A good picker is one who pulls off as few leaves as possible, for the tree depends on the foliage for the next ﬂowering and cherry development. The leaves are separated to be returned as fertilizer and the rest is sent off for processing. This farm produces on average about 27,000 x 60 kg bags of natural unwashed coffee per year, expanding to an expected 55,000 bags per year by 2011. As of 10 August, the crop is 78% picked and 33 Million bags have been collected, thus the projected ﬁgure for the 2009/2010 crop is to be around 42 million bags. After processing, the coffee is sun dried on a huge patio and mechanically turned over every few hours with the use of mini tractors. From sun drying the moisture is lowered to around 23% where the coffee is then transferred into giant tumble dryers till the moisture is down to around 12% where then the coffee can be hulled, graded, sorted and bagged for Export. There are two common cherry-sorting processes that can be found in Brazil: the Natural process or the Pulped Natural. After cupping, the overall opinion was that the pulped natural faired better in the cupping results than its natural counterpart. Both coffees have their place in blends and it will always come down to what is available from your broker. Some of the varieties we encountered were Catucai, Catuai, Akaya, Novo Mundo, Topazio, Icatu, and of course, Yellow Bourbon.
Pulped Natural vs. Natural The difference between the Natural and Pulped Natural drying processes is the separation of ripe and unripe cherries. Pulped Natural Pulped Natural, or “semi-washed” coffee, is ﬁrst mixed with water and to ﬂow into a milling station. In this process, ripe cherries typically sink and are channeled away from the unripe cherries and directed towards pulping machines. There the cherry and coffee in parchment are separated, and the coffee in parchment is distributed onto the patio for sun drying. Here the coffee is raked, either mechanically or by hand (depending on the size of the factory) every few hours, until the coffee’s moisture content is reduced to around 23%. The coffee is then collected and transferred into large tumble driers, where the moisture content of the coffee is further reduced to around 12%. This takes 12 to 48 hours depending on climate factors. Afterwards, the coffee is ready to be hulled from its parchment, graded, color sorted, and bagged or sent in bulk, 20-foot containers to the customer.
Natural Natural—also called “unwashed” or “dry”—processed coffee undergoes a similar process. The coffee dried on the trees will typically ﬂoat (though the unripe can sink as well) and the ﬂoaters are separated early in the process and transferred directly to the patio for drying without skinning the cherry, whereas the sinkers will pass through a pulping machine to remove the skin and pulp. The sinkers follow the same pulped natural process described above while the other cherries continue through the natural process, being sent to the patio directly for sun drying in-cherry. The biggest difference between the two processes is the continuous, though short contact with water, which removes some, but not all of the mucilage. This is why natural pulped is also called semi-washed, semi-dry, or semi-wet. This process does not include any fermentation associated with fully washed, fully fermented coffee such as New Guinea and EP (European Preparation) processes found predominantly in Central and South America. If your Brazilian coffee is “natural”, it basically means it was dried on the tree, dried in-cherry on patios, and dried in the mechanical dryer before further processing. If it is “pulped natural”, or semi-washed coffee, then the ripe cherry was separated from defects and over-ripe cherries and pulped before the beans dried in parchment on \ the patio and in the mechanical dryer.
I managed to visit a couple of model farms in the Varginha region and was surprised to know I was only the second Aussie to visit such farms the ﬁrst being Scott Bennett a year earlier. Normally, hundreds have come before. I guess we all have some traveling to do. So, I leave you with as Rolf would say: “All I want is a proper cup of coffee made in a proper copper coffee pot. If I can’t have a proper cup of coffee made in a proper copper coffee pot, I’ll have a cup of tea.” 著名的澳大利亚歌唱家Rolf Harris 是这样来描绘的“ 并使商品市场不稳定。 巴西有极其丰富的咖啡豆资源，从这个正在发展的巴西 南方Minas Gerais （在 Sao Paulo的北面）回来，我毫无疑 我一来到Fazenda Da Lagoa的咖啡豆农庄就受到Stephan Zwick的接待，喝了 问可以见证那里咖啡豆的种植数量。如果你想真正看到 咖啡。听了有关农庄价值和证书方面的介绍。Fazenda Da Lagoa是具有热带雨 咖啡豆的起源地，巴西是一个必须要去的地方。 林联盟证书的农庄。这也是我要去参观的原因之一吧。农庄现有3455公顷土 地，其中大约800公顷是原始自然森林和动物保护区。我很有幸看到了许多 我必须做一个决定，向西还是向东 我最后决定乘新 热带雨林鸟，其中包括巨嘴鸟。热带雨林每年平均降雨量是1600-1800毫米， 加坡航班到Johannesburg，然后换机乘南非航班到Sao 所以灌溉是不需要的。相比而言，Cerrado地区的特点是；一望无际，山脉 Paulo，休息一天再乘飞机去巴西。最终，不管你怎么乘 起伏，一眼望去咖啡树林尽在眼下。由于该地区土地很贫瘠，需要定时不断 坐飞机，你还是不能逃避时间差。 地施肥。事实上，巴西大部分地区需要靠施肥来保持产量。 6月的巴西就如澳大利亚的冬天，至少在Perth是这 样；早上仅摄氏3度，蔚蓝色的天空，太阳普照。一年 的这个时候，咖啡豆市场对巴西天气变化会做出反应。 投资者们对下一年的咖啡豆产量做出预测并对未来的市 场做猜测。在巴西，一说“霜降“，“干旱“就会使人 们谈虎变色。交易者们会为此奔跑。惟恐没有足够的库 存来烘焙咖啡豆。这些反应给其它咖啡产国带来压力，
仅仅睡了2个小时后。我在太阳升起，工人们到来时醒了过来。我静悄 悄地在早上5点半出了门，在工人们到来时拍了些照片。 我问了工人们在农庄上工作的情况。一般是早上由汽车带工人们在7点到 达农庄。然后他们被分派到农庄的不同地方，除了吃午饭外，一直不停地工 作到下午4点。有时，为了充分利用机械设备，工人们会上夜班至4点钟。不 过这仅仅是在收获季节里最忙的时候当我问起农庄的工作条件时， 15
采摘工Carlos告诉我农庄为采摘工提供帽子，工作服，靴子， 保护眼镜，手套。显而易见，在巴西，为采摘工提供手套是法 规。尽管我发现并不是所有工人采摘时都带手套。 工人们每月工资是465巴西利尔，大约是260块美金。我问工人 们这些钱是否够支付住房，食品，孩子的教育费用，过一种舒适 的生活？他们给我的答复是肯定的。然而，当我告诉他们在亚洲 咖啡工人们挣多少钱时，工人们都吃惊地望着我。 在巴西的大部分地区，咖啡豆的采摘是使用机器的，剩下的才 用手工采摘。树龄满4岁后能承受机械采摘的震动。当树长到4米 高的时候，机械采摘就显得容易了 另外一种采摘方法叫做剥采。这种方法是用在较幼小的树上。 剥采时树下铺一层油布，用手在树下方把所有的果子和叶子--红 的，（黄的--这时候），和过熟的，统统剥采下来。好的采摘工 会尽量少地把叶子剥采下来。因为咖啡树需要它们起光合作用， 为下一代开花结果服务。剥采后，树叶和果子分开，树叶作为肥 料放回田地，果子运回去加工。
去除果肉天然加工和天然加工法 这两种类型的区别在于烘干过程中成熟的和半成熟的咖啡 果的分开。 去除果肉天然加工法 去除果肉天然加工法， 或称之为“半洗”咖啡豆，它先和 水混合然后流进碾磨站。在这个过程中，成熟的果实一般沉 下去而未成熟的果实分开被引导入碾果实的机器。果肉和果 核也就是咖啡豆在那里分开来。带皮的咖啡豆被散放到平台 让太阳晒干，每隔几小时咖啡豆被人工或机械（取决于工厂的 规模）耙松，直至咖啡豆的水分降至23%。然后把它们收集 起来放在大型，上下滚动的烘干机中直至水份降至12%。取决 于天气因素，这个过程需12至48小时。最后，咖啡豆被去皮， 分等级，分颜色，装袋，用20英尺的集装箱运送往客商 散 地。 天然加工法 天然加工法。天然的----也称为“未洗得”或“烘干 的 “---- 以一种类似方法处理的咖啡豆。在树上已经干燥的咖
这个农庄每年平均生产27000袋没有加工，没有洗的咖啡豆， 每袋重60公斤。到2011年产量将增加至每年55000袋这样的咖 啡豆。至2009年8月10日止，78% 的巴西咖啡豆已被采摘，共 有3千3百万袋这样的咖啡豆。预计2009年至2010年可采摘的巴 西咖啡豆达4千2百万袋。 在咖啡豆被加工后，咖啡被放在一个巨大的平台上让太 阳晒干。用小型拖拉机每隔几小时把咖啡豆翻个身。晒了太 阳后，咖啡豆的水份降至23%，再被放进巨型烘干机烘干， 水份降至12%。然后，咖啡豆被去皮，编等级，分类，装袋 出口。 在巴西有两种较为普遍使用的果实分类加工过程。一种是 天然咖啡加工，另一种是去除果肉天然加工。总体来看去除 果肉的天然加工的咖啡比天然加工的咖啡更有市场。这两种 咖啡产品均在咖啡混合加工中有它的地位。你永远可以从咖 啡交易商中得到这两种方法加工的咖啡豆。其中一些产品我们 日常见到的有Catucai, Catuai, Akaya, Novo Mundo, Topazio, Icatu, and of course, Yellow Bourbon
啡果会漂浮（尽管未成熟果实也会沉下去）。这未沉下的果 实会早早在处理过程中区分开来，然后没有被去皮的果实被 放到平台上晒干。沉下的果实放进机器去除皮和果肉。这沉 下的咖啡果会使用上述去除果肉天然加工的方法，然而未沉 下的果实继续使用天然加工方法，果实被放到平台上直接用 太阳晒干。 这两种加工过程最大的区别在有继续的，尽管是短暂的和 水接触，这使得一些粘液，不是所有的粘液被去除了。这就是 为什么去除果肉天然加工被称之谓半水，半烘干， 半湿的过 程。这种过程并不包括和全水有关的任何发酵过程，如在中 美和南美洲非常流行的全发酵咖啡过程，这种发酵咖啡豆称 之谓New Guinea and EP（欧洲配方）。如果你说巴西咖啡豆 是用“天然加工法“做的，基本上意味着在进一步加工之前 果实是在树上自然干燥，然后放在平台上晒干，在机械化烘 干机里烘干。如果它是去除果肉天然加工的咖啡豆，或者说 是“半洗”咖啡豆，那么这成熟的果实是和坏的及过份成熟 的果实分开，在带皮咖啡豆烘干之前，放在平台上晒干之前， 及放在机械化烘干机之前，先除去咖啡豆的果肉。
我打算访问几个在Varginha地区典型的农庄，然而我很吃惊地知道我是参观这些农庄的第二位“Aussie“---那第一位是一年前 来参观的Scott Bennett。一般来讲，数百位已到此游览了。我想我们大家都有一些观光计划。所以我以Rolf的话语作为结束语：我 只想要喝上一杯装在一个合适的铜咖啡壶里的一杯合适的咖啡，如果我不能有这样一杯咖啡，我将喝一杯茶
Before you open that dream café, think about this… There are countless information centers, Internet sites, and books that guide new or prospective owners in the ‘how to’ of operating a successful business. If you take a good look at their proﬁles, the majority of the authors are legal or accounting professionals. And while these authors’ experiences and skills are important, formal information, there are many ‘on the ground’ necessities which need to be understood and carried out by a prospective business owner to not only put them in a better position to succeed, but also, if followed through in detail, put their business in an advantageous position within their local market in a very short time. Here are ﬁve key points for you to consider prior to commencing in business. These are borne out of real world experiences of working with over 1000 coffee focused businesses and necessary for a making a mark in any market. 1. Character Evaluation Believe it or not, this is one of the most overlooked critical points to a successful business operation. As a customer, everything you feel, see, and touch emanates from the top. More importantly, from the commitment and character of the people behind the business—whether they wish to admit it or not! The owner of a business is the head of the operation and regardless of whether he pretends otherwise, every outcome the business experiences is from and because of him. From my experience, this concept has been the hardest to convey to owners, and the most difﬁcult for them to understand. Too many of us like to play the ‘blame game’ and pass off poor performance, sales, customer service, and lack of cleanliness to their managers and staff. Owning a business means that you are responsible for everything. Your thoughts, actions, and inactions cause every result in your business. Liking or disliking the business you are in will greatly affect the success or failure of your business. Your degree of commitment, or lack thereof, will produce correlating results. That being the owner of a small business means that you must interact with people all the time, whether you like them or not, and be able to generate enthusiasm for your work every day, whether you feel like it or not. The business you aim to be in is a ‘people business’. Business is all about selling, and to be good at that you need to be good with people of all types, including managing staff. Again, from experience dealing with so many small business owners, I’ve encountered so many who did not realize that the above are important requirements, entering the business for money and then wondering why the money wasn’t coming in! So, do yourself a big favor and have yourself evaluated to see if you are skewed towards dealing with people. There are many such character evaluation tests on the Internet available for free. In his book E-Myth, Michael Gerber cites an example of a person who loved shoes so much she bought a shoe shop only to discover that she hated feet! Don’t make this mistake. Without loving what you are about to do, without knowing that your demeanor determines the character of your business, you will struggle to be proﬁtable. At best, you will make a small proﬁt. The businesses which zoom are those which are energized by the energy and enthusiasm of the leader. Are you such a person? 2. Decide On Your Degree of Entry Difﬁculty. There are three types of business models you can enter into. With each model there is an escalating degree of difﬁculty during the start-up phase. Don’t misunderstand me here. The ﬁrst few weeks in any business is difﬁcult and can seem overwhelming regardless of your level of experience in the game. However, there are some entry points which provide support, some which provide an existing market and others which provide neither. The following are ranked in order from least to most difﬁcult: Franchise Store Noted for their low failure rates, franchise chains are supposed to provide unparalleled support to a franchisee in exchange for their commitment to act and operate under a corporate banner and system. If the chain is well established, then there should be any number of internal ‘experts’ the franchisee can call on to assist in establishing a successful business in a local market. Also, leasing an ideal location is usually easier for a chain than for an individual, so more often
than not the franchisee will end up in an ideal location with a better than expected rental (not always the case, though). The brand and marketing of that brand should ensure a stream of customers willing to try out each franchised store. Having said this, a prospective franchisee must understand that the franchisor is not responsible for lack of customers, poor performance of staff, the franchisee’s poor attitude or performance, and the poor sales performance of the franchisees store. The franchisee is no less responsible for the success and failure of their business as any other business owner (re: Character Evaluation). All too often I have been witness to franchisees complaining about the franchisor in a way which was embarrassing purely because they did not realize everything they were complaining about was their responsibility. And that is the key here. Becoming a franchisee does not eliminate your responsibility as an owner – in fact, it increases it. Buying an Existing Business Lacking the support afforded by a franchise chain to a franchisee, this is a go-it-alone proposition with a slight advantage over starting a new business. Buying an existing business means tapping into an already developed customer base. Once again, it does not ensure success. Often I have seen customers leave in droves the moment a new owner took over a business for no other reason than they were loyal to the original owner. This is the risk: buying into a business whose success was dependent on the original owner. These are not the businesses I am interested in because they are certainly the riskiest. The existing businesses I would target are those which occupy great positions, in vibrant local markets, which are poorly run and poorly performing. They can be purchased cheaply and there is little need to purchase new equipment and incidentals. If you’re skilled enough, you can hit the ground running with these businesses and break-even very quickly. Starting Up a New Business This is the most capital intensive, headache-inducing, and risky approach, but not without its rewards. Certainly, I would recommend only those with previous experience in the same line of business to consider this option. Sometimes this approach can be cheaper to undertake in terms of capital investment as the previous option, but not often. The repayment schedule on a heavier investment means that this kind of business must also cover extra (and hefty) operational expenses being: start-up capital, a lease, and cash-ﬂow to underwrite the business in its early days. Being unproven also means that it will need to win over customers loyal to other businesses—the harder approach given the lack of marketing might, compared to the ﬁrst, and a preexisting customer base compared to the second strategy. I would consider this option only if there were an exceptional opportunity to take advantage of, such as the leasing of an unbelievable site no one is going for, or if there were just no existing businesses in the area I wished to be in.
These three options tell you how much training you must undertake prior to entering the market. And that brings us to the next very important point to consider. 3. Training You need to gain invaluable work experience in the type of business you wish to own. This is a must for the uninitiated. You would be doing yourself a great injustice walking into a business without any prior experience. Let’s say your character evaluation told you that you are good for a ‘people’ based business and you’ve settled on the type of business—franchise, existing or start-up—you want to operate. Now, you should get out there and commit to training yourself in preparation for the big day when you hold those precious keys in your hands and are not left wondering what to do next. In general, I recommend the following at minimum depending upon your choice: Franchise – 6 months work experience Existing - 12 months work experience Start-up – 18 months work experience Yes, I can hear the howling! Can’t do it, right? Don’t have enough time, right? Well, there is nothing stopping you losing all your hard earned (or hard borrowed) money today. However, if you wish to prevent poor performance and increase the chances of success (rather than failure), I suggest that at the very least you commit to the above number of months working. I insist on this requirement purely because the majority of failed or non-proﬁtable operations are owned by people with no previous experience! You do not have to work full-time, part-time will do. If you want to enter a franchise, the best way to learn and increase your chance of success is to take up a job in one, two, or even three same-brand franchises. If you want to either take over an existing business or start your own, it would serve you well to work in the one you wish to take over (helps minimize customer desertion on take-over day), or work in a recognized leading business within the local market you aim to establish your business. At the very least you will be exposed on a daily basis to what it is like to drive sales and maintain other aspects of a healthy business. This is perhaps one of the most ignored recommendations I make. Everyone knows that experience and training is important to a sporting team. In fact, a coach would be laughed at if he/she was to recommend to a team that no experience or training was necessary to win their competition. That coach would be considered ‘mad’, right? Using this analogy then, the great majority of small business owners
are ‘mad’ because they did nothing to develop experience, or have in place any type of ongoing training system in their business.
4. Research, Research, Research You can never do enough of this. While you are building up your experience, it is equally important to keep tabs on everything the leading like businesses are up to in your chosen local market. It is true that great business owners don’t compete, they create. But that is not to say that you should not keep one eye on what the others are doing. So, in short, every ‘competitor’ needs to be assessed in the best way you know how. Whether you are an expert in your ﬁeld or not, when you go to these stores and try the product, the questions you must ask yourself are: (1) How can I provide a better product? (2) What do I have to do to ensure this? Answering these two questions will form the basis of your operations manual or training program. In many cases, you don’t even have to re-invent the wheel. If you ﬁnd an absolutely amazing product or service, you can copy it, and then deliver it in a unique way. There is always a way of being better. Researching your market should never stop until you exit the market. It is part and parcel of being in business, and integral to the character of a shrewd business owner. It is the basis for providing better a business to the market, thereby having a real and objective basis to drive up sales. 5. Have Oodles of Money at the Start It is not enough to only consider the purchase-price of a franchise or existing business, or the start-up cost of a new business. It is very important that you also calculate at least 12 months worth of cash-ﬂow to under-
write your business on the assumption that not one customer walks into the business. Experience has shown me that no matter what amount of cash (overdraft, savings, or borrowings) I think I will need to keep a business aﬂoat for a year, the actual amount usually ends up being double the amount because there are always unforeseen circumstances which arise to take out large chunks of money. The general rule I follow these days is to come up with a budget for what I need, then double it. The next question then is can I get a hold of this much money? Your answer here will determine just how much you can afford to pay up front for a franchise or existing/new business. Cash-ﬂow is the lifeblood of a business, and the more you have, the more sales you can generate. The less you have, the more focused you become on costs, the more interested you are in cut-backs, and the more you unwittingly ‘choke off’ your business’ ability to generate sales. It is a counter-productive approach from day one. On the other hand, having enough cash-ﬂow to survive the ﬁrst 12 to 18 months of business is a great relief to all involved in the business. Everything is better when there are fewer money concerns. Just like the very ﬁrst point I made, it has a great bearing on the character and vibrancy of your business. Gutting it by cutting back on everything will make your business appear lifeless, unfriendly, and unsatisfactory to customers. The opposite also applies. Conclusion These are but a handful of points to consider prior to getting into business. Yes, they do ask a lot of you, but I can assure you that more will be asked of you if you step into a business without at least having prepared yourself with respect to the points I suggested. As an owner of a business, there should never be a stop to learning, to gaining experience, to investigating your competition and striving for ways to always be better in everything your business delivers to the market, so that you continually grow sales! In the end, sales ﬁgures never lie. Sales growth is mostly driven by the internal strength and overall integrity of a business, while ﬂat or falling sales indicate the reverse. The choice of either option lies with you.
你只能在.有限的信息中心，网站及书上找到可用来指 导新的或潜在的开咖啡馆老板们“如何”来成功地经营 一家咖啡馆。 如果你仔细开一下这下信息来源的作者，他们大多数 都是些诸如律师和会计师等专业人士。尽管这些作者的 经验及技术是重要的，有正规途径的，但对于一个潜在 开咖啡馆老板来说有许多“基本知识”需要了解和执行。 取得成功，不但要有信息和技术，还要懂得在一个较短的 时间内，运用这些技术和信息，在本地市场让事业进入一 个有利地位。下面是开店之前的5个要点。这下 列 要点是 从现实生活中超过100家咖啡店总结出来的，可以在任何 市场运用。 1. Character Evaluation个人性格评估 相信与否，在一个成功的商业运作中。个人性格是最 为忽视的要点之一。对顾客来说，所有的感觉，视觉及 触觉均来自企业家。更重要的是来自商业后面的人们的许 诺和特点—不管人们想要承认或否认！企业家是商业运作 的领头羊。不管他承认与否，所有商业结果都来源于他和 取决于他。 从我的经验来看，这个理念是最难传递给企业家，也是 最难使他们理解得的。大多数人喜欢把不好的经营，不好 的销售服务及不好的清洁卫生说成是管理人员和工作人员 工作不善所造成的。 拥有一个企业意味着承担一切。你的思想和行为举止会 在商业经营中造成直接的后果。喜欢与不喜欢你所拥有的 企业，会极大影响你的企业成功与否。你的承诺程度，或 缺少承诺，也会产生相联系的后果。要成为一个小型企业
家，意味着你必须和人们自始自终地打交道，不管你是否 喜欢他们。每天你要能够对工作拥有产生热情的能力，不 管你是否愿意这样做。你目标所致的商业是一个“与人打 交道“的商业。商业的一切使有关销售，如果你想精于此 道，你必须精于与各种各样的人打交道，保括你的管理人 员。再说一遍，以我和小型企业家们打交道的经历，我遭 遇了许多人不懂得前面所说的要点，这些人进入了商界想 赚钱，然后不懂得为什么赚不到钱！ 所以 ，为你自己做点好事，评估一下自己，看看是否曲 解了与人们打交道的道理。网站上有许多免费对人的性格 评估的测试。作家Michael Gerber在所著的Myth,中描述了一 个妇人爱鞋爱至买进一个鞋店，然而结果是她唯一发现的 是最终连自己的脚也痛恨的不得了！不要犯同样的错误。 不想爱你所作的事业，不懂得你个人的微小过失会决定企 业的个性，你将会为赚钱而挣扎。于是你最好的可能也只 不过是赚一点点钱。欣欣向荣的企业只属于那些充满热 情，充满精力的企业领头羊。你是属于那种类型吗？
2.决定你的开创企业的难度 开创企业有三种不同的模式。在开创初始阶段，一种模 式并非比另一种更难。这里请不要误会。在企业开创的数 星期之内，不管你具有多少经验如何，还会是困难重重。 然而，有的在开创时期会得到支持，有的在开创时期具有 退出的机会，而有的在开创时期既无业务方面的支持又无 退出的机会。 下面讲的是从较容易至最困难的模式。
3.训练 你需要获得所想进入行业里的珍贵工作经验。这对一个 起步者来说训练是必不可少的。如果你跨入一个你没有任 何工作经验的行业队里工作是对极不公正。比方说，你的 性格评估告诉你是善于做与人打交道的行业，你已经着手 于连锁店，现存店或是开家新店得活动。现在你应该走出 去，接受培训，以便在开张的大喜日子里手握着钥匙，不 会手足无措。
连锁店 连锁店具有显著的较低的失败路，对分店承包者给与 大力支持。以此交换承包者们的承诺，在公司的旗号和 制度下运行操作。假设连锁店是良好运行的，那么承包 者可以在当地市场通过咨询连锁店内部的“专家门”建立 一个成功的企业。同时，连锁店比起个人来，更能租借一 个较好位置的店面（虽然并不是永远这样的）。连锁店的 品牌和市场广告应该可以确保一定的客流来尝试同样的分 店。说了这些话后，一个潜在的分店承包者必须懂得的是 连锁店是不对分店的缺少顾客，服务态度差，营业销售查 负责任的。分店承包这一点也不比其他任何商业经营者们 少负一点对成功和失败方面的责任。（请看个人评估）。 我遇见经常发生的例子时；承包者们埋怨连锁店名声和获 得的利益风马牛不相及，他们没有意识到所埋怨的事情本 来是他们自己的职责。这就是关键所在。成为一个连锁店 分店承包商并不可以躲避任何责任---事实上只是承担更多 的责任。 购买一个现成的企业 缺少那种连锁店作为分店的靠山支持。这是一种仅比开 一家新店好一些，没有靠山的做法。购买一个现有的企业 意味着进入了一个现有客户的范畴。再说一遍，这并不确 保成绩。我通常可见的是当企业换主人时，客户们纷纷离 去，不为什么，就是喜欢原来的主人。这个危险就是：买 进了一个企业，但是他的成功是取决于原来的主人。这就 不是我所感兴趣的企业，毫无疑问，危险太大。我所要获 取的目标是占据好的地理位置，在当地具有市场活力，没 有妥善经营的企业。这种企业可以便宜的被购买，不必再
创立一个新企业 这是一项投资最大，风险最高，最为头疼的项目。尽管 也有它好的方面。毫无疑问，我只会像那些已在同样行业 里积累了一定经验的人们推荐这种方法。有时候资本投资 会比前面讲的方法更便宜，但不具经常性。对重大投资的 支付还债意味着额外的（又是大数目）的运行开支：包括 企业开端投资，租房契约，企业刚开始时的流动资金。如 果没有市场力量，与第一种方法和第二种方法相比，，从 别的企业把客户拉过来，这是不能事先证实的，属于困难 的做法。我仅仅会在其特殊的情况下用这种方法。如利用 令人难以相信极好的地理位置，或在我用无法用第一，第 二种方法买进我想要得企业。 这三种不同的方法告诉你，你需要经过多少时间训练才 可“下海”。接下来又是一个重要的要点需要考验。
总之取决于不同的选择，我建议下面为最少工作经历: - 在连锁店實習—6个月以上 - 买现存店---12个月以上 - 开新店---18个月以上 是啊！我仿佛可以听到那反对的声音！不能做，对吗？ 没有足够的时间是吗？行啊，今天没有任何事可以防止你 失去你那辛苦挣来（或千方百计借来的）钱。然而，如果 你想避免不妥的经营之道增加成功的机会（不是失败的机 会），我提议你至少接受上面所述月份的工作实践。我对 这点的坚持完全因为大多数失败者或无利润经营者都与无 经验有关！ 你不必作全职，办职业也行。如果你想要进入连锁店这 个行业，最好的办法是通过学习来增加成功的机会。可以 在一个两个甚至三个统一店名的连锁店里工作。如果你想 要购买一个现成店或成立一个新店，你可以在那个要买的 店里工作）这样可以帮助减少成交后客流量下降。），或 者在你想要建立新店的当地，找一个有口碑的领头羊类型 的店去工作。通过这样，至少你可以天天面对那些影响销 售的原因和那些保持一个健康企业的因素。 这或许是我能做得最为人们疏忽的建议之一。大家多 知道经验和训练队以各运动队的重要性。事实上，一个 教练会被人嘲笑，如果他（她）向队员说要赢比赛不需要 什么经验和训练。那么这个教练用会被认为“发疯了，对 吗？”那么用同样的推拟，极大多数的小企业家是“发疯 了”，因为在企业里他们没有发展经验，及开展不断进行 的训练体系。
4.市场调研，调研，再调研 你永远不会做够市场调研。东尼建立你的经验时， 同样重要的是注意企业领头羊在你选定的本地市场所 作的一切。可以说伟大的企业家不竞争是真实的，他 们通过创新。但这并不是说你不应该注意开到其他人 在做些什么。 所以，总的来說，每一个“竞争者”需要被你所知道 的最好方法去评估。不管你是否是这行的专家，当你去 尝试他人产品时，你必须问自己：(1)我如何提供比他更 好的产品，（2）我如何认证这些产品？ .回答这两个问题将会形成你的操作手册和训练计划 的基本内容。 .直至你退出所在市场之前，对市场调研永远不应该停 止。调研是企业的一部分，是一个精明的企业家个人性 格的组成部分。调研为企业提供一个更好的市场，从而 为提高销售有一个现实和客观的基础。 5.在开始是有很多钱 单单考慮连锁店价格或者是购买一个现成店的价格 及开一家新店所需的价格是不够的。非常重要的是你 的计划2个月所需的现金周转来运行你的企业，假设没 有一个顾客前来光顾。 过去的经历显示出不管多少钱（通过透支的钱，储存 的钱，借贷的钱），这些钱我认为可以让企业运行一年 的时间，然而事实上用钱数目会加倍，往往由于没有预
料的情况发生而用去了大数量的钱。于是下一问题是我能 保持住这个数额的钱吗？这里的答案将决定多少钱你能拿 出来付给连锁店，购买现成店或成立新店。 现金周转是企业的生命线，有更多的钱周转，你就能 做更多的销售。反之你会把注意力转向减少成本，减少开 支，从而不明智地“窒息”了你企业运作销售能力。这是 企业第一天就开始的反生产力的途径。而从另一方面说， 如果有足够的现金周转能使头12个月至18个月的企业运转 成活则是企业的大幸也。如果有较少的为钱担忧之事，什 么事情都好办了。正如第一点我所指出的，这具有重要企 业的个性和生命力。现金周转出了问题，企业会变得无生 命力。对顾客来说，会呈现出一个非友好的，不能令人满 足的企业。现金周转决定企业走向哪一个方面。 结论 这些仅仅是在企业进入运作之前的几个要点。是的， 你必须要回答许多问题。但是，如果你不准备好我提出的 几个要点，你会在进入企业运作后遭遇更多问题。作为一 个企业家，永远也不要停止学习，获得经验，调查竞争状 况，永远努力在各方面找寻出传递给市场更好的东西，以 便能持续地增长销售！到最后，营业数是从不会说谎的。 营业增长大多数是靠企业内部力量和企业完善来驱使的， 而持续不上及频频下降的营业销售则相反。这两种选择取 决于你自己。
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Having trouble ﬁguring out how to make a standout menu? Let us help. Here are some simple recipes to help distinguish your café from the rest.
如果你在为制定咖啡馆的不同凡响的饮料而深感烦恼的话， 不妨尝试一下下列的饮料配方，以便把你的咖啡馆和其它的区 别开来：
Butterscotch Latte This is a creamy and buttery, yet not overpoweringly sweet beverage. Easy to fall in love with. 这是一种含有奶油和白脱油的口感并不是太甜的饮料，很易被人们接受 。
Ingredients 1. Espresso shot 30 cc. 2. Da Vinci Butter Scotch Syrup 7.5 cc. 3. Pasteurized milk 180 cc. Preparation 1. Pour DaVinci Butterscotch Syrup into an 8 oz. 2. Add freshly brewed espresso, and mix 3. Add steamed milk 4. Top with foamed milk
制作过程 1. 把DaVinci白脱苏格兰糖浆倒入一 个12盎司的容器 2. 加入新鲜煮的濃縮咖啡，调匀 3. 加入蒸过的牛奶 4. 上面加上奶泡
Irish Mocha Latte This drink is perfect for novice coffee drinkers. A sugary treat. 这种饮料对初喝咖啡者来讲是完美无缺。这是一种甜饮料。 Ingredients 1. Espresso shot 60 cc. 2. DaVinci Chocolate Sauce 20 cc. 3. DaVinci Irish Cream Syrup 15 cc. 4. Pasteurized milk 120 cc. 5. Ice 16 oz. Preparation 1. Mix syrup, sauce and milk in a glass 2. Pour espresso shot into a glass full of ice 3. Top espresso with mixture
制作过程 1. 把糖浆，巧克力浆和牛奶倒入第 一个玻璃杯内调匀 2. 把濃縮咖啡倒入装满冰块的另一 个玻璃杯 3. 把第一个玻璃杯的混合液也倒入装 有濃縮咖啡那个杯的上面
Mixed Fruit Soda Prepare yourself for a ﬂavor explosion. 来制作一个很有特色的饮料吧！ Ingredients 1. DaVinci Cranberry Syrup 15 cc. 2. DaVinci Strawberry Syrup 15 cc. 3. DaVinci Passion Fruit Syrup 7.5 cc. 4. Soda 150 cc. 5. Ice 16 Oz. Preparation 1. Mix DaVinci Strawberry, Cranberry and Passion Fruit Syrup 2. Pour the mixed syrup into a glass full of ice 3. Fill up the glass with soda
制作过程 1. 把Davinci 草莓,酸果蔓和百香果糖 浆混合倒在一起调匀 2. 把这一混合液倒入一杯装满冰块的 玻璃杯中 3. 再把苏打注入这装满混合液及冰块 的玻璃杯中。
Peach Soda The peach ﬂavor comes through brightly and clearly. The mango smoothie mix gives the drink body and the taster the sensation of eating real fruit. 这个饮料有鲜明清沏的桃子香味。那芒果味的冰沙浆给于这个饮料以特色， 犹如同吃真实水果的那种滋味。 Ingredients 1. Palm Bay Mango Smoothie 20 cc. 2. DaVinci Peach Syrup 15 cc. 3. Soda 150 cc. 4. Ice 16 oz. Preparation 1. Pour Palm Bay Mango Smoothie into a 16 oz. glass full of ice 2. Add Davinci Peach Syrup and ﬁll up the glass with soda
制作过程 1. 把PalmBay 芒果冰沙浆倒入装有 16盎司冰块的玻璃杯中 2. 然后加入Davinci 桃子味糖浆，再 加入苏打饮料
Hazelnut Frappe’ Candy you can drink. Sure to please anyone with the smallest sweet tooth. 可口的冰品,就像糖果一樣誘人。肯定沒有人會想錯过它! Ingredients 1. Espresso Shot 60 cc. 2. DaVinci Chocolate Sauce 30 cc. 3. DaVinci Hazelnut Syrup 15 cc. 4. DaVinci Frappease Powder 2 tbsp. 5. Pasteurized milk 30 cc. 6. Ice 16 oz. Preparation 1. Add all the ingredients into a blender 2. Blend and pour into a 16 oz. glass
制作过程 1. 把所有原料放入搅拌机 2. 搅拌后放入一个16盎司的玻璃杯
Butter Rum Frappe A deceptively rich alternative to a milkshake 它的香濃可以使人误解为奶昔的一种厚味的替代品 Ingredients 1. DaVinci White Chocolate Sauce 30 cc. 2. DaVinci Butter Rum Syrup 15 cc. 3. DaVinci Frappease Powder 2 tbsp. 4. Pasteurized milk 90 cc. 5. Ice 16 oz. Preparation 1. Add all the ingredients into a blender 2. Blend and pour into a 16 oz. glass
制作过程 1. 把所有原料放入搅拌机 2. 搅拌后放入一个16盎司的玻璃杯
UMA Café: A Creative Coffeehouse Concept Independent coffee houses rarely start by accident. They tend to be the product of a coffee connoisseur’s undying passion for that curious bean and brew. Should such a person endeavor to open a café business without some knowledge, experience, and passion about coffee, the business is likely to ﬂounder. Though this is the trend, it is not without exceptions. Uma Café in Guangzhou is one of such exceptions where a concept so good gave life to a successful café business. Coffee T&I Magazine takes you to Uma Café, the waiting room that became a popular and high-quality café. Xie Hui graduated from art school in Guangzhou and opened a photo studio, shooting stylized portraits. She opened the cafe seven years ago along with two to other businesses. The café was ﬁrst conceived as an extension of the two other businesses, Bazaar, a clothing boutique, and Lemon Tree, a stylized portrait photography studio. The concept was to provide a space for friends to enjoy coffee while other friends were shopping in the clothing boutique. When the photography studio opened, the concept proved to be majorly successful. While customers were waiting for their friends
to take photos in the studio, they would order a coffee. Uma offers espresso-based beverages in addition to single origin, siphon brewed single-origin coffee. Because coffee is the kind of drink that once you’ve actually experienced a very good cup, it is hard not to love it. The café as waiting room concept introduced coffee to a group of consumers who may not have been familiar with enjoying the real taste of coffee. Uma Café enjoys an ideal location. The three shops form a corner on the third ﬂoor of Yinzuo Plaza shopping mall on Beijing Lu Road, a crowded shopping street in Guangzhou. In contrast to the neon signs and concrete landscape outside, the interior is painted in earth tones and the walls are littered with portraits, photographs and paintings. The natural light and black wicker furniture are the distinguishing characteristics of this urban oasis. After establishing a loyal customer base interested in good coffee, the café expanded its menu and now receives crowds who come just for the café. Xie Hui is currently looking for suitable locations to open two more Uma Cafés elsewhere in Guangzhou this year.
独立的咖啡屋很少有无准备而成立的。他们往往是来源 于咖啡行家对咖啡豆和咖啡酿造所倾注的持久的热情。如 果一个力图开一家咖啡屋的企业家没有具备有关咖啡的知 识经验和一些热情，那么这个咖啡屋往往会误入歧途。尽 管这是一种普遍现象，但也不是没有例外。在广州的Uma 咖啡屋就是一个例外。在那里，咖啡的概念是那么普及， 这为一个成功的咖啡企业提供了机会。咖啡茶和冰淇淋杂 志把你带到了Uma咖啡屋，带到了它那成为一个热门，高 质量的咖啡屋的侯客厅。 谢晖从 广州的一个艺术学校毕业，开了一家照相馆，拍 时髦的艺术照。7年前她开了家咖啡屋，还开了二家其他 的商店。咖啡屋开张时被认为是其他两家电的延伸—一家 是在商场的Bazaar时装店，另一家是拍时髦照片的时髦照 相馆。这个理念是当其他朋友们在服装店购物的同时，提 供一个地方為不愿意曲服装店的人们去欣赏一杯咖啡。 当照相馆开张时，这个理念被证明是成功的。在顾客们 在等待他们的朋友拍照时，他们喜欢买一杯咖啡，边喝边 等。Uma咖啡除了提供single-origin coffee ，siphon brewed single-origin coffee外还提供具有espresso特色的饮料。因为
咖啡是一种一旦你喝了一杯真正的好咖啡你会情不自禁地 喜欢上他的好东西。原本作为侯客厅的咖啡屋，引进了一 批懂得欣赏咖啡滋味的顾客。 Uma咖啡屋拥有一个理想的地理位置。三个店面在广 州热闹的北京路银座商场三楼占据了一个角落。与街面 上的霓虹灯水泥路面相比，这店内的装潢充满了生活气 息，墙上挂 着图片照片及画。那自然灯光及黑色藤条编 制的家具显示出与这繁华城市生活脱形而出的品质。在 获得了对好咖啡有兴趣的忠实顾客后，这家咖啡屋扩大 了咖啡品种范围。现在慕名而来的顾客是专为喝咖啡而 来这个咖啡屋的。 谢晖 现在正在寻找合适的地点，今年在广州其它地点 再开上两家UMA咖啡屋。 UMA Café 3/F, Yinzuo Plaza, 194 Beijing Road, Guangzhou, Guangdong, 广州市北京路194号银座广场3楼 510030 Yuexiu District + 86 20 8336 2189
Tony Chen: A Top Chinese Barista Tony Chen is one of the most committed and talented baristas in China. His passion and dedication is only matched by his deep knowledge of coffee. Coffee T&I Magazine is pleased to introduce this very talented barista and his signature drink: “Seventh Love Letter”. How did you become a barista? On Wu Dao Kou Lane, in the Hai Dian District in Beijing, there is a coffee shop called Sculpting in Time Café. That is where I met two former Chinese barista champions: 2006 champion Mu Feng and 2008 champion Lin Jin Bao. In 2003, I was working with both, but my teacher at the time was Liu Bin - an ordinary coffee maker. Even though Liu Bin has never won any championships, he has persistency, carefulness, and a sense of responsibility that has inﬂuenced me greatly. With the aim of having the best independent coffee shop in China, everyone in Sculpting in Time Café worked hard, and all of their efforts engraved in me the importance of honesty, communication, concentration, and originality. Although I wasn’t an expert coffee-taster at the time, I had already learned how to be a barista. Why did you participate in the competition? The reason was very simple: to improve myself! Because I am a barista, I want to express myself through coffee, and at the same time, use my thoughts to inﬂuence the presentation of my coffee. I hoped to use the ﬁfteen minutes to demonstrate the knowledge I had accumulated over years of making coffee, to hear the judges’ critique, and to meet more people in the industry. How did you prepare for the China Barista Championship? I had competed twice before, so this time I started preparing for the competition by testing coffee beans six months before using different recipes. Here, I want to earnestly thank my raw coffee bean supplier Mr. Yuan. Mr. Yuan was also the roaster for the beans I used in the East China competition. At that time, he let me use almost his entire inventory of Ethiopia's Ya Jia Xue Fei coffee beans to help me get the best roasting points. I also want to thank Mr. Huang Wei of Bei Jing Hua Jia Coffee Shop. Mr. Huang Wei was my roaster, and he is one of few roasters in China who are members of the American Elite Coffee Masters Association. Before we arrived at the coffee blend (Ka Bu Nuo coffee) I used, we tried at least seven blends, each roasted at three different temperatures, and almost got stomachaches because of all the coffee we drank! What is the biggest obstacle for you on the road to the China Barista Championship? Understanding to the origin of coffee beans, the characteristics of the beans, and being able to control the roasting. What is story behind signature beverage in the ﬁnal competition? My signature drink is called the “Seventh Love Letter", and the idea originated from a Taiwanese movie called “The Seventh Sea Cod”. The difference from the movie is that what I want to express is not love story—it is a thought that comes from my bottom of my heart: I mixed the seven coffee beans, using baked sugar, 30% Ya Jia Xue Fei beans, 40% Wei Di Ma Lai beans, 30% Costa Rica's mixed beans. I extract standard four 25second shots for the base, resulting in a rich tobacco taste, and two ristretto shots, which have a red wine acidic taste. Then I add a cup of dairy (2/5 fresh cream, 3/5 whole milk), fresh lemon grass, Bai Li Xiang cream, all fermented together in a container to obtain the right taste. I blend the coffee, combining the two types of extraction methods, which enlarges and mixes the ﬂavors—The Seventh Love Letter, directed by myself.
Tony Chen 是中国最具有事业心和最富有才华的咖啡師之一。他对咖啡的热情和奉 献精神是同时伴随着他对咖啡的深沉文化知识的了解。Coffee T&I 杂志很高兴地介绍这 位才华横溢的咖啡師，以及他那名为：“第 7封情书”的经典饮料。 如何成为一名咖啡师的？ 在位于北京海淀区五道口，一家叫”做雕刻时光”的咖啡馆（sculpting in time Café）里，我遇到了两届百瑞斯塔中国区的冠军：2006年冠军穆峰及2008年冠军林金 豹。我们一起工作是在2003年，但当时教我如何调咖啡人是刘兵，一名很平凡的咖啡 师。他没有取得过冠军，但他做事的坚持、仔细、负责，这几点影响了我很多。可以 说在”雕刻时光”的“做中国本土原创最优秀的咖啡馆”这一目标下，我身边所有人 努力工作的点点滴滴，在我的内心雕刻下了，真诚、沟通、专注、创新的烙印，而那 时我还不会品鉴咖啡，但我已经学会如何去做咖啡师。 你参加比赛的原因？ 原因很简单，不断的提高自己！因为我是咖啡师，我要用咖啡这个载体表达我的思 想，同时也用我的思想赋予咖啡另一种呈现方式，更希望能在十五分钟比赛能显示出 我在场下数个月、数年的对咖啡知识积淀，得到本专业资深人士（评委或同行）的教 导，以及结交更多其他专业的朋友。 为了百瑞斯塔中国区决赛，你是怎么做准备工作的？ 我之前曾参加过2届比赛，这次我提前6个月就开始积极的准备我的比赛用豆，不 断的试新的配方，在这里我真的要谢谢我的生豆供应商珈璐梦的袁先生，他也是我华 东区比赛时的烘焙师，为了找到一款埃塞俄比亚耶加雪菲在意式拼配中的的最佳烘焙 点，几乎用掉了他所有的库存，（他自己经营的咖啡馆也要使用耶加雪菲，当时埃塞 俄比亚的咖啡豆因为农药残留问题很难进口），同时也要感谢北京华嘉咖啡的黄伟先 生，他是我决赛时的烘焙师，也是国内少有的美国精品咖啡师协会认证的烘焙师，为 了制作一款在卡布基诺咖啡的拼配綜合咖啡豆，我们尝试了至少7种配方，各3种烘焙 度，最终闹到差点得胃病（咖啡喝的过多）后定的最终配方。 对你来说，WBC的路途中最大的障碍是什么？ 咖啡原产地豆源、豆性的理解的及烘焙的掌控能力。 你决赛时创意咖啡背后的故事是什么？ 我的创意咖啡叫“第七封情书”，创意源自一部台湾电影“海角七号”，与电影 不同，我想表达的并不是爱情故事，但也是一段心思的凝结，是我拼配的第七款咖 啡豆，创意咖啡中使用烘焙用喷枪焦糖化细砂糖，并利用30%耶加雪菲、40%危地马 拉、30%哥斯达黎加拼配的咖啡豆，标准25秒萃取4杯做为基底，基底会呈现浓郁的 烤烟味，再调解研磨粗细，加大研磨量，短暂萃取，得到2杯 Ristretto咖啡，它有强 烈的红葡萄酒酸，加上2/5的鲜奶油、3/5全脂牛奶，新鲜的柠檬草、百里香煮制的奶 油，一同在奶油枪中发泡，得到装饰用风味奶油，1种拼配咖啡豆的两组萃取方式及 与风味相近的辅料配合，使其风味放大，并恰当组合，就是我所编导制作的“第七 封情书”。
Greenery Café: Guangzhou’s Oldest Coffee Chain History In 1989, Greenery Café opened in Guangzhou’s ﬁrst consumer shopping area, Beijing Row. Though the café was only 18 square meters large, it enjoyed a great location in the center of Guangzhou. The café served civil servants and business owners who, like the owner of Greenery Café, were Guangzhou’s early entrepreneurs during the liberalization of China’s economy. The concept of a privately owned café was very rare at the time in Guangzhou. Initially the café offered instant coffee. Ten years ago, the business started serving espresso made by fully automatic machines. Last year Greenery switched to semi-automatic machines in response to growing consumer awareness about coffee. The Business Shop sizes vary from 300 to 1,000 square meters. The concept of each shop is different depending on the target group for each shop. There are 28 outlets in Guangzhou and 71 elsewhere throughout China. Greenery works with a roaster and offers its own blend of coffee to its customers. Unlike other coffee chains, Greenery Café offers an extensive food menu, catering to consumer behavior particular to southern China. Compared to the more rushed cafe culture in northern China, customers in southern China tend to spend an hour or two socializing with friends and business colleagues after meals with coffee. China’s Burgeoning Coffee Culture International coffee chains came to Guangzhou ﬁve years ago. Before that, it was primarily hotels that offered coffee. These chains began to raise consumer knowledge about coffee, encouraging Greenery to focus on the development of its coffee products. Last year coffee consumption comprised 25% of Greenery’s total beverage sales. In 2007, the total coffee sales from shops in Guangzhou were RMB 3 million, and in 2008, 5 million. This remarkable increase was made possible in no small part by the use of better machines, incorporation of barista training, and several special promotions. Promotional Activities Last year, one of Greenery’s baristas won the regional barista competition, qualifying him to compete at last year’s China National Barista Championship. Greenery ran a promotional campaign in support of the barista throughout all its chains, educating consumers about the barista trade and concept of the World Barista Championship. Greenery Café has worked with travel agencies by offering free coffee vouchers in tourists’ travel packages. Greenery has also run a charity drive, donating a percentage of revenue generated from coffee sales, 300,000 RMB, to relief efforts for the victims of the Szechwan earthquake. Coffee Market Greenery is optimistic about the coffee market. Greenery Café plans to open ten branches in Guangzhou this year and several others through franchise partnerships elsewhere in China and abroad. Overall coffee consumption is growing. There are more and more baristas joining competing at coffee events, which signals to exhibition goers that operating a coffeehouse is a viable business. Unlike in Shanghai, where there existed for a long time a coffee market of expatriates working for multinational corporations, cafés in Guangzhou had to work harder to create a market through promotions and educational activities. This kind of marketing has been and will be crucial for the sustained growth of the coffee industry in southern China.
历史 1989年，绿荫阁在广州的第一商业区的北京街开张了。 虽然咖啡 馆只有18平方米大，但它地处广州的黄金地段。 它的客户来自公务 员和企业家，象绿荫阁的老板一样，是广州早期在中国的经济改革开 放后涌现出来的企业家。 当时的广州很少有人会想到经营咖啡馆。 最初时，咖啡馆只提供速溶咖啡。 十年前，咖啡馆开始用全自动咖 啡机做的浓縮咖啡。随着咖啡消费者对咖啡的认识不断增长， 去年 绿荫阁换成半自动咖啡机做咖啡以满足咖啡消费者的要求。 生意 商店的店面大小从300到1,000平方米不等。 每家商店的经营方法 根据不同消费群体而作出相应调整。。绿荫阁在广州有28家分店， 还有其它71家分店遍布全国各地。绿荫阁有自己的烘焙商向消费者 提供自己品牌的咖啡。 不同于其它咖啡连锁店的是，绿荫阁还提 供品种多样的食品，以迎合消费者社会活动的需要。与中国北方匆 匆忙忙喝咖啡的文化相比，在中国南方喝咖啡往往是餐后与同事及 朋友一起消磨一至二小时的社交活动。 萌芽状态的中国咖啡文化 五年前国际咖啡连锁店来到广州。 以前，主要能提供咖啡的是酒 店旅馆。 这些连锁店的到来，开始提高客人对咖啡的认识，推动了 绿荫阁咖啡产品的发展。 去年咖啡消售额是绿荫阁整个饮料销售的 25%。在2007年，咖啡店在广州的整个销售额是人民幣3百万，在2008 年增至5百万。 这显著的提高很大一部分取决于使用更好的设备，训 练专业咖啡師並配合好几种促销的手段。 企业宣传活动 去年，绿荫阁的咖啡師赢取了區域咖啡師之间的竞争，而有资格 参加去年的全国范围的咖啡師冠军竞赛。绿荫阁为支持咖啡師冠军 竞赛，对所有它的连锁店开展了一场宣传活动。就咖啡行业和咖啡 師竞赛冠军活动向消费者进行宣传。 绿荫阁咖啡馆还与旅行社一起联手在旅行计划中提供免费咖啡 券。。绿荫阁也展开慈善活动，从咖啡销售额里捐赠百分之一给四 川地震的受灾者，共计有 300,000 人民幣。 咖啡市场 绿荫阁对咖啡市场的前景乐观。绿荫阁在广州计划今年再开十个 新店，还计划和其他公司一起合作在中国的其它地方和海外开拓新 点。 整个咖啡消耗量还在增长。 越来越多的人参加咖啡師的竞赛， 它向旁观者显示出运做一家咖啡店是可行之事。与上海不同的是， 上海有长期与国际接轨的咖啡市场。而广州必须努力通过促销和宣 传活动创建咖啡市场。对于持续发展的咖啡行业来说，中国南方这 样的咖啡市场现在已经是，将来也会是非常重要的。
New Zealand Natural: All-Natural Premium Ice Cream How did a homemade ice cream maker in New Zealand create the largest ice cream brand in Australia? A Good Start The founder of New Zealand Natural started making small quantities of ice cream in Christchurch, New Zealand in the early 1980s. His business expanded signiﬁcantly after a serendipitous encounter with an Australian businessman on an airplane. The businessman’s wife was allergic to artiﬁcial colors and ingredients, so she was often deprived the simple pleasure of eating ice cream. The businessman saw a market for all-natural and high-quality ice cream in Australia and opened the ﬁrst branded NZN ice cream shop in Bond Eye Beach in 1985. Now there are NZN branded franchise outlets in twenty-one countries around the world. Green Grass = Great Ice Cream Why is New Zealand Natural’s ice cream so awesome? Because ice cream is primarily made of milk, the quality of ice cream ultimately depends on the cow, furthermore, the grass cows eat—the healthier the cow, the better the milk. New Zealand’s dairy products enjoy international repute namely because its climate is suitable for the year-round growth of green, healthy-cow-sustaining grass. Well-fed cows will yield high-quality milk, quality you can taste in the bucket, so to speak. But New Zealand Natural is much more than its milk. All-Natural Goodness New Zealand Natural’s products are made exclusively with natural ingredients. The brand targets the ever-growing health-conscious consumer. As such, there is a full juice bar at every outlet. Customers can order smoothies made with 97% fat-free yogurts and low-fat ice creams. The mango sorbet, for example, is 99% fat free and received the Supreme Award by the New Zealand Ice Cream Manufacturers Association. The premium ice creams also consistently win awards. There are 23 ﬂavors of ice cream, the largest combined range of premium products ﬂavors and packaging options in Thailand. Hokey Pokey (butterscotch candy), Chocolate Ecstasy, Cookies & Cream, Vanilla Classic, and Strawberry are some of NZN’s most popular and award-winning premium ice creams. Target Consumers NZN is positioned as a middle-income consumer’s product. At 55 Thai baht (USD $1.61) per scoop, the ice cream is about 20-30% cheaper than other brands importing ice cream. The primary target consumers are 18 to 35 years old. Seventy percent of customers are women, and frequently mother with their children.
Operational Challenges All premium ice creams, sorbets and frozen yogurts are produced in New Zealand and exported to over 600 branded outlets in 21 countries. Francois Dupuis, Managing Director of NZN in Thailand, purchased the license in 2005 and opened the country’s ﬁrst NZN outlet. Although Thailand’s political instability was not helpful to the businesses growth, the ice cream market in Thailand was getting mature. There was clearly more demand for higher quality products and a greater variety of ﬂavors and brands, but it was difﬁcult to anticipate what exactly would work in the Thai ice cream market. “At the beginning we tried to deﬁne our selection of ﬂavors according to what was working well in Asia, and that was a mistake. The expectations and tastes of Thai people were totally different [from other Asian consumers], and where we expected Chocolate Ecstasy to be a big hit like in any other market, the Hockey Pokey took the lead immediately.“ Because there is a limit to the size of the freezers, it is important that an appropriately sufﬁcient quantity of each ﬂavor of ice cream be ordered so that there is neither waste nor insufﬁcient supply. Mr. Dupuis was able to quickly recognize what would be selling best speciﬁcally in Thailand and placed orders accordingly. Future Plans New Zealand Natural’s focus for 2009 is to develop the wholesale segment in Thailand and introduce new products. NZN will shortly launch White Chocolate & Rasberry and two new ice-blended Chillo drinks and ten new ﬂavors to launch throughout the year. There are currently 6 outlets in Thailand and 38 supermarkets in Bangkok, Pattay, and Hua Hin, but the strategy is to concentrate on supermarkets and expand distribution throughout the country before opening anymore branches. NZN is actively looking for distributors in the southern (Phuket, Krabi and Samui), northern and northeastern regions of Thailand.
一个新西兰制冰淇淋的自創者是如何成为澳大利亚最大的冰淇淋品 牌的？ 良好的开端 在80年代初期，New Zealand Natural (NZN)公司的创建人在新西兰一 个名叫Christchurch的城市开始生产少量的冰淇淋。在一次意外地与一 位澳大利亚商人在飞机上相遇后，该公司有了一个巨大的发展机会。 商人的太太对色素和食物添加剂有过敏反应。所以她失去了享用冰淇 淋好味道的机会。这个商人看到了澳大利亚无污染，高质量冰淇淋市 场的前景，于是，1980年在Bond Eye Beach 开了第一家以NZN 为名的 冰淇淋店。现在世界各地有二十一個國家开着以NZN 为名的连锁店分 店。 绿草=好冰淇淋 为什么NZN的冰淇淋那么完美无缺？因为冰淇淋的制作主要依靠牛 奶，而这意味着冰淇淋的质量主要依靠奶牛，再进一步来说，奶牛靠的 是吃绿草，------而奶牛越健康，产出的牛奶就越好。新西兰的奶制品 誉享全球，在于它的气候适合为硕壮的奶牛所准备的绿草以全年候， 持续的生长。喂养好的奶牛生产出高质量的牛奶，这种品质的牛奶可 在存放挤出来的牛奶桶中一望而知。然而NZN远远不止只是拥有它的 优质牛奶。
一切自然的完美 NZN的产品成分是自然的，无污染的。它的品牌目标是对那些日 益增长健康意识的消费者。为此，每个NZN分点都有一个完整的水果 饮料吧台。消费者们可以买仅有3%脂肪的酸奶和低脂肪的冰淇淋。举 例来说，其中的芒果汁饮料，仅1%脂肪，获得新西兰冰淇淋制造业协 会的最高奖状。 优质的冰淇淋源源不断的获奖。在泰国，有23种不同风味的冰淇 淋，是泰国种类最多的，具有不同风味及包装的优质产品。Hokey pokey （白 脱苏格兰糖），Chocolate Ecstasy, Cookies & Cream, Vanilla Classic, 和Strawberry 是NZN 的最受欢迎和得奖最多的优质冰淇淋产品。 目标所向的消费群 NZN产品目标是对着中产阶级消费群。一匙售价55泰铢（合美金 ￥1.61），它的冰淇淋价格比起其它的进口冰淇淋要便宜20%至30%。 目标所向的主要消费者的年龄是18至35岁。70%的消费者是妇女，通 常是妈妈带着孩子。
營運上的挑战 在新西兰生产的所有冰淇淋，果汁饮料和冰冻酸奶被 运往世界各地的21个国家，600多个连锁店分店。Francois Dupuis 是NZN 在泰国的管理部门主任，在2005年买下了 连锁店分店的营业执照，在泰国开了第一家NZN 连锁店 分店。尽管泰国的政治局势不稳定给商业发展带来困难， 但在泰国的冰淇淋市场还是日趋成熟的。毫无疑问，对更 高质量的产品和更多种风味和品牌的需求日益增长。但是 要预期泰国的冰淇淋市场的运作是困难的。
在开业初期，我们想把在亚洲已运作很好的系列风 味引进泰国，显然行不通。泰国人的想法和口味和其他 亚洲国家的消费者完全不同。在泰国，我们本以为像别 的国家一样Chocolate Ecstasy 会大受欢迎，而事实是Hokey Pokey 替代了它 ，最受泰国人欢迎。 由于受到冰箱尺寸大小限制，所以适量的不同风 味冰淇淋的订货是极为重要的，以免多了会造成浪费而 少了又不能满足消费者的需求。Dupuis 先生能够马上认 识到具体何种产品在泰国可以卖得最好，相应的根据需 求来订货。 将来的计划 NZN 在2009年的重点是在泰国发展批发生意，引进新 产品。NZN 将马上整年发动宣传White Chocolate， Rasberry ，两种伴有冰块的冷饮料及10种新的风味。目前泰国 有6个连锁分店，在Bangkok, Pattay ,和Hua Hin 有售於38个 超级市场，而市场战术是在开任何连锁店分店之前，先把 目标集中在整个泰国的超级市场上，增加产品批发。NZN 目前正积极在泰国南部(Phuket, Krabi,和Samui) 及泰国北 部，东北部寻找批发点。
For more information about New Zealand Natural Ice Cream (Thailand) Contact: Francois Dupuis at francois@nzn-thai-com
Mian café The café was conceived in 1997 in Hong Kong. After two years, they introduced Chinese food and noodles to the menu. Mian means noodles in Cantonese. Started selling noodles. Apart from the noodles and drinks, Mian café sells a gathering space, gives an opportunity for friends to gather. In Hong Kong, Mian Café is more of a typical restaurant, but in Guangzhou, it is more of a café, targeting younger consumers. Compared to the shop in Hong Kong, the design is trendier, the menu offerings are more innovative, and there is WiFi Internet at the Mian Café in Guangzhou. Opened in January earlier this year, the shop in Guangzhou is Mian Café’s ﬁrst in China. The prices at this branch are similar those of the Hong Kong branch, but the menu is more developed and interesting.
Mian café specializes in milk tea drinks. This style of tea originates in Taiwan. Taiwan
is a very hot region, so the drinks are iced. The menu is catered to the climate and consumer preferences found in southern China, but if and when Mian Café expands to northern china, it will adjust its menu offerings to suit the colder climate and different customer group’s tastes. Some of Mian Café’s most popular dishes are its Taiwanese beef noodles, spare ribs, and noodles made with red wine. People tend to eat spicier food in the north because of the cold, but in the south where it’s hot, people would rather eat more mild and heartier food.
Developing the Concept
In the mid ‘90s, consumers started showing hygienic concerns when they dined. There were several scares about the food quality and lack of sanitary standards in food’s preparation in Chinese restaurants. People also become price conscious. Mian Café, like many chain food service operations, responded to these trends by ensuring uniformity of good sanitary standards. As such Chinese consumers eventually developed conﬁdence in the sanitary standards of chain stores. The brand identity is a little different in Guangzhou. From the beginning, the target was to increase brand awareness among young working people. This was pursued through media exposure on certain websites and publications frequently read by such consumers. In Guangzhou, Mian Café has positioned itself as the ideal spot for the young and afﬂuent to meet friends, work or relax. Mian Café will focus on expanding outlets in southern China. Beyond creating this solid foundation, Mian Café intends to develop a franchise system.
Mian 咖啡馆的经营者曾亲眼目睹了随着中国中产 阶级的崛起而造就中国消费者文化的一种局势，而 这种文化局势正由中国的中产阶级不断地改变着。 当老一代的消费者们必须考虑省下钱来维持家庭生 活，这些近来毕业的大学生们心甘情愿地花着他们 的钱。Mian咖啡馆向人们显示了它如何通过适应外 省的市场而获得成功。 从香港到广州 在1997年，这家咖啡馆的构思形成于香港。两年 后他们开始提供中国食品和面食。中国广东话Mian 意味着面条。于是开始卖面条。除了卖面条和饮 料，Mian 咖啡馆还提供了人们聚集的场所。在香 港，Mian咖啡馆更像一个典型的餐馆，而在广州， 它更像一个年轻消费者们相聚的场所。 与香港的店相比较，在广州的咖啡馆的门面装 潢更赶潮流，菜单上提供的内容更具创新，咖啡馆 里可以利用WiFi上网站。Mian 咖啡馆今年10月份 在中国大陆广州首次开张。这家在广州的分店， 价格和他在香港的差不多，但是菜单是更为讲究和 有趣味。 商品 Mian咖啡馆专门供应奶茶饮料。这种风味起源于 台湾。由于台湾很热，所以它的饮料往往是带冰块
的。这个菜单是专门用于中国南方的气候及中国南方消费者们的。如果Mian 咖啡馆要想在中国北方发展，那么，它将要调整它的菜单以适应北方较冷的 天气和不同消费者们的口味。 Mian咖啡馆最受人喜爱的菜单包括它的台湾牛肉面，肋条肉，及红酒拌面。 中国北方的人们由于天气较冷而喜欢较辣的食物，而中国南方不冷，所以人们 往往倾向于吃少辣或不辣的食物。 形成一种概念 在90年代中期，中国的消费者们开始对饮食卫生关心起来。在中国的餐馆有 好几起有关食品质量带来的问题和缺少食品加工方面的卫生标准。同时，人们 对食品的价格也越来越注意。Mian 咖啡馆，正如其它的服务性行业一样，对 确保食品卫生标准的实施作出努力。通过努力，中国消费者逐渐对连锁店的 卫生标准有了信任。 在广州，品牌的认识与别地方有所不同。开始的时候，目标是让年轻的打工 阶层对品牌有不断增加的认识。这个目标可以通过某些网站媒体及经常可以让 这个消费阶层阅读的出版物来达到。在广州，Mian 咖啡馆用店面场所来为那些 年轻的及富有的人们提供一个遇见朋友，上网做事，或休闲聊天的好场所。 Mian咖啡馆将把重点放在在中国南方发展分店。它已具备现有的良好基础， 再进一步去发展和形成一个连锁店系统。
For more information about Mian Cafe Contact: firstname.lastname@example.org
LA KASCIA Railway Tunnel as Restaurant Along where an old railway used to stretch along the breathtaking coast of Arenzano, Italy, a tunnel dating back to the early 1900s was recently renovated into a café, restaurant, lounge bar, and nightclub— La Kascia. \Though the site received substantial redevelopment, the restaurant maintains a natural appearance. Studio AMW designed the concept for the space while a team of young architects and Costa Group designed the furnishings. The design concept aimed to maintain the natural irregularities of the tunnel and topography to highlight the unique location. The entrance of the old railway tunnel serves as the entrance to the pub, the balcony of which serves as a heavenly corner overlooking the sea cliff. The balcony is furnished with unpolished wooden tables and benches, pergolas, gazebos, a cocktail counter and several internally lit seats. A private beach was also created, giving the clientele the opportunity to comfortably sit on the sand and sip on a drink. The interior of the tunnel consists of a bar-counter and a simple but comfortable restaurant. The bar-counter is made of rough wood chunks asymmetrically superimposed, mimicking the surrounding rocky surface of the bare interior wall, accentuated by indirect lighting. In the show kitchen, a creative mix of Mediterranean and Eastern cuisine is prepared, while the cellar includes 300 French and Italian ﬁnely selected wines.
沿着意大利Arenzano景色迷人的海湾，有一条20世纪初 建造的隧道。近来被改造成一个名为La Kascia. 餐馆。它集 咖啡馆，酒吧和夜总会于一体。 尽管对隧道作了大量的重新开发，这个餐馆还是保持 了它的原来的自然风貌。AMW画室策划了这个地方的轮 廓，而Costa Group设计了店面的装潢。这个设计理念的 重点在于保持这个隧道的自然独特性，以及他那无与伦 比的外形。 旧隧道的进口作为餐馆的入口处，隧道的阳台用来作 为眺望海崖的观景台。未油漆的木头桌子长凳，棚架，亭 子,鸡尾酒吧台，及几个内部装灯光的座椅点缀了阳台的景 色。还特为餐馆建了一个海滩，给来宾们提供了舒适地坐 在沙滩上，手捧饮料观赏景色的机会。 隧道内部拥有酒吧和朴素而舒适的餐馆。酒吧台由粗 糙，不对称的大木块砌成。模拟着周边裸露的岩石表面， 由曲射灯光打照的内墙。在用以演示的厨房里，摆放了参 合了地中海和东方风味的佳肴，而酒窖里放着精选的300瓶 法国和意大利葡萄酒。
La Kascia Via Aurelia - Arenzano tel-fax: 010.9125066 Project and restoration: Studio AMW Design and furniture: Costa Group, arch. Filippo Scorza Pictures: MorenoCarbone©costagroup.net www.lakascia.com www.amwgenova.com www.costagroup.net
Grinder Generally, making perfect cups of espresso not only depends upon the skill of experienced baristas. There are 4 elements comprising the ways baristas can affect the coffee’s taste. In Italian, this is called “the 4M rule”: 1. Miscela (blend): Blending coffee beans 2. Machinazion (mill): Milling coffee beans 3. Machina(machine): Espresso coffee machine 4. Mano (man): Barista 一般来讲，要煮出几杯好的(用蒸汽加压的)濃縮咖 啡不仅仅需要有技术，有经验（称之谓barista的专业咖 啡師)，还需要有另外4个因素，称之为4M方法（这是 意大利式样的风格，每个方法词语开头都是字母“M”）。 这些方法将会大大影响咖啡的滋味。 1. 混合豆種方法:
2. 研磨方法： 研磨咖啡豆 3. 机器方法： 用蒸汽加压煮咖啡的机器 4. 人工调制方法：称之谓“Barista“的专业咖啡師
In this issue, we explore how the grinder’s role in the 4M rule. The size of ground coffee is determined by burr-setting. The ground size then dictates speciﬁc brewing methods. The coffee machine should always be kept clean and in good repair: 在这一期刊物里，我们将会发现这4M方法中的一个重要组成成分：磨豆机。咖啡豆研磨后的大小颗粒主要取决于磨豆机的调整。 不同大小的咖啡豆颗粒需要不同的煮咖啡的方法。咖啡机应永远保持干净，得到好的维护和修理。
1. The hopper should always be kept clean. Every time you open a coffee bag, dark roasted or beans that had been stored for a long period of time have been exposed to too much oxygen and naturally turn rancid. Putting coffee beans like these in the hopper will coat it with an unpleasant odor. The hopper should be washed daily.
1. 磨豆机的豆槽应该永远保持干净。 每次当你打开咖啡的包装袋，里面的深色 的烘烤过或长期储存的咖啡豆就会暴露在 氧气中，会自然而然地变腐。在放入咖啡 后，豆槽会沾有咖啡的气味 。每天刷洗豆 槽是很有必要的。
2. The doser should also always be kept clean. It is better to wipe and brush all ground coffee away every time after using the machine or closing the cafe. Coffee can be considered as a food. Improper maintenance can spread germs, so you should clean inside and around the doser everyday.
2. 咖啡分量器应该永远保持干净。每次 在使用机器后或者停止制作咖啡后要用抹 布和刷子把咖啡分量器刷擦干净。咖啡可 以被认做食物。如不弄干净会传播各种病 菌，所以应该把咖啡分量器的里里外外都 保持干干净净。
3. Baristas or users should learn in detail how to examine the condition of their grinders’ burrs. The burr’s life span has been speciﬁed in each brand and model of grinders. It should be changed according to the date of expiry because dulled burrs’ edges will adversely affect uniformity of ground size. In addition, dullness increases friction and will heat the coffee, resulting in smoky smelling coffee. It is usually appropriate to change burrs after grinding 300 kg of coffee beans.
3. 咖啡師或咖啡机的使用者应该具体 学会如何查明磨盤 的状态 。 每个不同型 号和品牌的磨盤的寿命都不一样。磨盤应 定期调换，因为这磨损的磨盤会影响所磨 出的咖啡豆颗粒大小的一致性。如果磨盤 磨损，磨擦率增加会引起高温。其结果会 引起咖啡有焦味的感觉。（通常是在打了 300公斤的咖啡豆后需调换磨盤）。
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Trade Show Calendar 2009 1. Food & Hotel Thailand 2009 September 2-5, 2009 Bangkok, Thailand http://www.ifhs.net/ 2. Asia Food Expo Philippines 2009 September 23-26, 2009 World Trade Center, Metro Manila, Philippines http://www.afex.com.ph/ 3. PHUKET INTERNATIONAL HOSPITALITY SHOW September 24-26,2009 Royal Phuket Marina International Exhibition & Conference Center Phuket, Thailand http://www.phukethospitalityshow.com/ 4. Viet Hotel’09 September 24-26, 2009 Hanoi, Vietnam http://www.viethotelexpo.com/
5. Food And Hotel Vietnam 2009 October 1 - 3, 2009 Ho Chi Minh, Vietnam http://www.foodnhotelvietnam.com/
6. SCAJ 2009 October 14 - 16, 2009 Tokyo Big Sight, Tokyo http://www.scaj.org/e/index.html
7. Host Expo 2009 October 23 - 27, 2009 Milan, Italy http://www.host.ﬁeramilanoexpocts.it/ 8. ICECREAM CHINA 2009 October 30 - Nov 2, 2009 Tianjin.China International Exhibition Center http://www.icecreamchina.cn
9. Specialty Coffee & Tea Convention 2009 November 10 - 12, 2009 AI Bustan Rotana Convention Centre, Dubai, United Arab Emirates http://www.coffeeandteaconvention.com 10. FHC China 2009 November 18 - 20, 2009 Shanghai, China http://www.fhcchina.com
Phuket International Hospitality Show 2009 24 - 26 September 2009 Royal Phuket Marina International Exhibition & Conference Center Phuket, Thailand The Phuket International Hospitality Show is the ﬁrst international exhibition of food and beverage, hotel, bakery, restaurant and food service equipment, supplies, and services for the hospitality industry in Phuket and surrounding region. Running 24 - 26 September2009, the show will combine a trade exhibition featuring suppliers from all sectors of the hospitality industry, a demonstration forum—the Phuket Culinary Fair—and various industry-speciﬁc seminars at The Hospitality Series during the three day Show. For information, visit www.phukethospitalityshow.com.
普吉岛国际服务性行业产品展览会，是有关食物。饮 料、旅馆、面点、餐馆和食品供应设备的首次国际展览 会。它的产品均供应和服务于普吉岛和周围的区域的服务 性行业。 在2009年9月24日-至26日这三天时间里，该展览 会暨显示出一个具有普吉岛烹饪市场平台和不同服务性行 业的供应商行业展览，又提供了以各种具体服务性行业内 容为话题的系列的研讨会。
For more information please visit www.phukethospitalityshow.com
Specialty Coffee & Tea Convention for the Middle East 10 – 12 November 2009 Al Bustan Rotana Convention Centre Dubai, United Arab Emirates The ﬁrst-ever Specialty Coffee & Tea Convention for the Middle East takes place 10 – 12 November 2009 in Dubai, United Arab Emirates (UAE). The conference is co-organized by the Specialty Coffee Association of America, the world’s largest coffee trade association, and International Conferences & Exhibitions LLC. The Specialty Coffee & Tea Convention is expected to draw the largest gathering of coffee and tea traders from the Middle East and other international markets. The program features in-depth educational lectures and workshops, a focused coffee and tea exhibition, and a wide range of opportunities for networking, business sourcing and market intelligence.
在中东地区阿联酋的杜拜将首次召开精品咖啡和茶会议，时间是2009年11月 10日至2009年11月12日。会议的参与者由美国精品咖啡协会----世界上最大的咖 啡贸易协会，还有国际会议展览公司。 此次精品咖啡和茶会议预期会吸引中东和其他国际市场最多的咖啡和茶贸 易商的聚集。会议的计划包含有一定深度的教育讲座和作坊，有重点的咖啡 展览，有广泛范围的网络性合作机会，商业资源的合作机会，以及市场信息 的合作机会。
For more information visit www.coffeeandteaconvention.com or contact firstname.lastname@example.org
FHC China 2009 18 – 20 November 2009 Shanghai New International Expo Centre Shanghai, China FHC China is the longest running and largest imported food and beverage trade show in China. A unique feature of this show is that 98% of all exhibitors are international companies. This year’s show will feature several product zones to assist buyers easily identify their target industries: ice cream, wine and spirits, tea and coffee, canned food, meat, and bakery. Tea & Coffee China 2009, China’s leading international tea and coffee exhibition, will take place at FHC China 2009. China’s coffee sale s grew by 90% from 1998 to 2003 to 6,504.5 tons and continued to grow at an exponential rate reaching approximately 11,000 tons in 2008. Companies are seeing their local sales increase between 50 to 100% annually as afﬂuent Chinese consumers develop a taste for coffee and its culture. Tea & Coffee China 2009 is China’s meeting place for new-to-market companies, importers, distributors and industry professionals. For more information, visit www.fhchina.com.
第十三届国际食品,饮料,酒店设备,餐饮设备, 烘烤及零售设备供应及服务展览 会，是中国该行经历时间最长，也是最大的进口食物和饮料的展览会。 这个展 览会的一个独特的特点是98%参展者均是国际公司。 今年的展览颇具特色， 冰 淇凌、葡萄酒、烈酒，茶叶，咖啡、罐头食品、肉和面制品，被划分成不同展 区。使购物者很容易地找到所想要的商品 2009年上海国际咖啡节（咖啡与茶叶展览会），是中国主要的国际茶叶与咖 啡的展览会。也将在此举行。从198年至2003年，中国的咖啡销售量增加了90%， 达到6,504.5吨。在2008年，中国的咖啡销售量快速增长至大约11,000吨。。随着 富有中国消费阶层的形成和他们对咖啡文化的认同，销售商们眼看着当地营业 额每年增幅达百分之五十至百分之一百。所以说2009年上海国际咖啡节（咖啡与 茶叶展览会），是那些新近加入这个市场的公司，进口商，批发商及行业人必 到之处。想了解更多的信息请查阅网站www.fhchina.com。
For more information visit www.fhchina.com
Food & Hotel Vietnam 2009 1 – 3 October 2009 Saigon Exhibition & Convention Center Ho Chi Minh City, Vietnam Food & Hotel Vietnam, Vietnam’s premier food and hospitality sourcing and networking trade event, receives at least 70% of its exhibitors from overseas. The event will bring industry professionals in Vietnam highest quality equipment, services, and solutions currently available in the global market. For the ﬁrst time, Franchising Vietnam 2009, Vietnam’s premier franchising trade event, will be held alongside Food & Hotel Vietnam 2009. The event is organized by Singapore Exhibition Services and co-organized by VCCI Exhibition Service Co Ltd. For more information about the events, please visit www.foodnhotelvietnam.com. 越南食品展览会是越南主要食品供应商及网络商业活动的展 览。大约百分之七十的参展者来自海外。这展览向行业专家们 显示了越南最优质的设备，最优良的服务，以及提供了在全球 市场中现行可获得解决问题的答案。Franchising Vietnam2009是 越南主要的专利行业活动，它首次与Hotel Vietnam 2009一起参 展。这次活动由新加坡展览服务中心和越南商业论坛展览服务 有限公司共同主办。要想知道更多的信息，请浏览 www.foodnhotelvietnam.com。
For more information visit www.foodnhotelvietnam.com
HOSFAIR 2009 30 June - 2 July, 2009 China Import & Export Fair Complex Guangzhou, China There was no slowdown at the 7th International Hospitality and Equipment Supplies Fair in Guangzhou. The 30,000 square meter exhibition area hosted more than 1,600 booths from 694 companies from ten countries and regions. The number of exhibitors compared to last year’s exhibition grew by 26.4%. The number of coffee and wine exhibitors in particular grew by 50%. In three days, 30 June - 2 July, 2009, the exhibition received 35,273 visitors, 1,435 of whom were from overseas.
今年在广州的第七届广州国际酒店设备及用品展览会没有任何经济发 展减缓的迹象。30,000平方米的展厅内陈列着从十多个国家和地区的694家 公司来的产品，摊位多达1600个。参展者的数量与去年比较增长了26.4% 。特别是 咖啡和酒的参展者的数量增长50%。 在6月30日- 7月2日这三天 内，展厅接受了35,273人次的访客， 其中有1,435人来自海外。
TRAFS 2009 Thailand Retail, Food & Hospitality Services 16-19 July 2009 BITEC Bangkok, Thailand TRAFS 2009, the most considerable fair of hospitality and retail of the year, was ﬁnished successfully. There are over 15,000 visitors from 36 countries. The total sales was over 100 million Bath. Although this fair was confronted with the local and global economic recession, and also swine ﬂu, the consequences were satisfying. The visitors from hospitality section are hotel-owners, Gms, chefs, F&B, housekeepers, and laundry. Besides, There are also plenty of the target group from cafes, bakeries, ice-creams, reataurants, and catering services came over this fair. Prepare yourself for the 4th TRAFS 2010; (Thailand Retail, Food & Hospitality Services 2010), which will be bigger and better, on 15-18 August 2553, at Bangkok International Trade and Exhibition Center (BITEC). For more information, please call 02-861-4013. 受到大家极为关注的在泰国曼谷举行的2009年零售食品和酒店服务贸易会议 成功结束了。由来自世界上36个国家共计有15000个人参加了此次贸易会。整个 销售共计达到了2个亿的泰铢（合约5百90万美金）。尽管这次贸易会正赶上本 地及全球性经济不景气，但贸易会的结果还是令人满意的。酒店服务行业方面 来的参会者有旅馆老板，总经理，厨师，食物及饮料服务员，打扫服务员，及 洗涤工作人员。第四届的泰国零售食品和酒店服务会将于2010年8月15日至2010 年8月18日为期4天在泰国曼谷的国际贸易展览中心举行。 如需更多信息，请打电话：02-861-4013。
Twist: Portable Espresso Machine The Twist is powerful, lightweight and easy to use. IT produces high-quality espresso, rivaling traditional equipment while giving espresso-lovers unparalleled convenience and portability. The TWIST’s unique pneumatic engine ensures the enjoyment of incredible espresso even where there is no external power source. Just add hot water and get ready to forever change how—and where—you enjoy high-quality coffee. Please contact www.mypressi.com for more information.
是一种輕型,很容易使用的手携式濃縮咖啡机。它可以做出标准的濃縮咖啡， 不比传统的濃縮咖啡机差。而给予濃縮咖啡的咖啡爱好者无可比拟的携带方便。只 要加入热水后，Twist的独一无二的压液空气推动的机器会确保你在无电源情况下 照样享用咖啡。只要加熱水，現在起，你隨時隨地就可以準備享受一杯高品質的咖 啡。如需要更多信息，清查阅网站www.mypressi.com
Jack And The Bean Specialty Coffee by World Latte Art Champion Jack Hanna The dominant characteristic of this coffee is its fruitiness, which comes from a careful selection of Central American coffees. The range of deeper ﬂavored and full-bodied coffees from South America, East Africa and India bring balance to the blend. These coffees provide chocolate and dark cocoa butter characteristics when in milk. Jack And the Bean coffee is blended by Jack Hanna, 2007 World Latte Art Champion and Australian Barista Judge, and was used in the 2007 World latte Art Championships. Contact email@example.com for more information.
这种咖啡的主要特点是它的水果味。这种有香味的咖啡来自精选的中美咖啡 豆。来自南美，东非和印度的系列有浓厚味的咖啡为调制带来了平衡。这些咖啡 在放入牛奶后，有巧克力和黑巧克力可口白脱味的特点。杰克特种咖啡是由杰克汉 纳，2007年的世界拿鐵拉花冠军/澳大利亚 Barsta鉴定人，在2007年的世界拿鐵拉花冠 军赛中调制而成的。如需要更多信息请联系jack@jackandthebean.com
BERYL’S GOURMET CHOCOLATE A chocolate man launched Beryl’s new gourmet ﬁne chocolate range at the recent Food & Hotel Malaysia exhibition at KLCC, Malaysia. The chocolate-painted mime offered to trade visitors Beryl’s new chocolates such as the unique Beryl’s White-Coffee Chocolate that will appeal to coffee and chocolate lovers alike. Beryl’s wide range of gourmet ﬁne chocolate caters to professional users—chocolatiers, pastry chefs, bakers, and restaurant, hotel, and café managers. This variety is supplemented by BERYL’S ability to customize gourmet ﬁne chocolate products to suit speciﬁc requirements. For more information, please contact firstname.lastname@example.org
最近在马来西亚吉隆坡的食品旅馆会展上，一个装扮成巧克力人的滑稽演员 为Beryl公司的新系列美味巧克力做促销。巧克力人向观众推出Beryl的新品种，独一 无二的Beryl白巧克力。这种巧克力对即喜欢巧克力又喜欢咖啡的人们来说很具有吸 引力。Beryl 的范围涉及面很大的系列美味精致巧克力为各种各样的专业人士提供产 品，例如巧克力加工者，面包师，糕饼师，餐馆，旅馆和咖啡馆的经营者们。Beryl 不但具有系列产品的多样性, 还有那种为满足各界人士具体需要而“投其所好”地制 作美味精致的巧克力产品的能力。如需更多信息请联系tckuan@berylsgourmet.com
Coffee Roaster Retro - RCR 50 from Hario The Hario coffee roasting machine has been built and design in compact size, to ensure the coffee lovers that they can roast coffee by themselves easily with 50 g/ each time. With the high quality of heat-resistant glass and stylish design, it can also be used as an interior decoration. For more information visit www.harioglass.com
Hario 的咖啡烘焙机小巧玲珑地制成手携式，确保咖啡喜爱者们的方便使用，每 次做50克的咖啡。 该咖啡机具有高质量的高温玻璃，时尚 的设计，使之同时也具备 有室内装饰摆设的特点。如需更多的信息，请查阅网站www.harioglass.com 48