118638-April 2013

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Cofee improves lives
NAMA in Costa Rica
page 14
This Month:
7
Cofee of Grace
10
Single-Serve Cofee Makers:
Living Life One Cup at a Time
24
Latin American Cofee
Market 2012/2013
www.CofeeTalk.com
April 2013
Vol. XXVI No. 4
See SCAA & NAMA
Exhibitor Listings
page 26
7
Cofee of Grace
8
The View
8
Calendar
10
14
NAMA in Costa Rica
16
Grass Roots Marketing and
the Cost of Shoe Leather
18
A Master's In Cofee
Part 3
18
10 Tips to Jumpstart
Your Caf Success
TIP 3
20
Retailer / Roaster Prole
Take a Good Sip of Boston
22
Instilling a Commitment of
Sustainability from the Beginning
A Responsible Stevia Industry
24
Latin American Cofee Market
26
SCAA Listings
28
Cervical Cancer Prevention
Campaign Recognizes International
Women's Day
30
Imagine a Cofee Industry
Without Women
32
Cofee Market in Russia:
Foreign Companies' Investments
Provide Growth
34
Mother Parkers Innovates With New
Cofee Degassing Valve
36
News Bites
44
Advertiser Index
Feature
Owners
CEO/Publisher/Advertising Director
Kerri Goodman-Small, ext 1 | 877.426.6410 | 206.795.4471
kerri@cofeetalk.com
Editor-in-Chief
Miles Small, ext 2 | 206.795.2835
miles@cofeetalk.com
International Development
Rocky Rhodes, 818.347.1378
rocky@cofeetalk.com
Design
Print Design
Marcus Fellbaum, ext 5
marcus@cofeetalk.com
Web Design
Justin Goodman, ext 6
justin@cofeetalk.com
Administrative
Administrative Director, Accounting,
Subscriptions
Sandra Hundacker, ext 4
sandra@cofeetalk.com
Mailing Info
Mail: HNCT, LLC, 25525 77th Ave SW
Vashon, WA 98070
Phone: 206.686.7378 Fax: 866.373.0392
Web: www.cofeetalk.com
Disclaimer
CofeeTalk does not assume the responsibility for validity of claims made for advertised products and services. We
reserve the right to reject any advertising. Although we support copyrights and trademarks, we generally do not
include copyright and trademark symbols in our news stories and columns.
Postmaster: Send address changes to HNCT, LLC, 25525 77th Ave SW, Vashon, WA 98070
Subscription: The cost of a subscription in the U.S. is $47.50 per year; in Canada, the cost
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Publisher reserves the right to limit the number of free subscriptions. For subscription
inquiries, please call 206.686.7378 x1 or subscribe online at www.CofeeTalk.com.
Copyright 2013, HNCT, LLC, All Rights Reserved
WHO WE ARE
C
o
n
t
e
n
t
s
Professional
Memberships
10 Single-Serve Cofee Makers:
24 Latin American Cofee Market
7 Cofee of Grace
NAMA in Costa Rica
Luz Marina Trujillo Stewart and
Jim Stewart in Costa Rica
4
April 2013
Professional
Memberships
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7
Cofee of Grace
by Kerri Goodman-Small
It was September of 2011 when this all started. I had the pleasure of meeting
President Kagame of Rwanda at an intimate gathering at a friends house. I had
never heard anyone, in politics or not, speak so passionately about his people
and his country. Te simplicity he spoke was inspiring. Tis led Grace Hightower De
Niro to meet with the Rwandan ambassador in New York to learn more about Rwanda
and its people. Of course, one of the frst things to come to mind in conversations on
Rwanda is the genocide only a few decades ago.
Te ambassadors wife touched Grace with this phrase Tey had to move on.
Grace had asked How do you move on with someone who is standing next to you
who has killed your parents, or maybe your child or siblings? Te ambassadors wife
responded, Its simple. You either choose to live or not live. Grace continued, For
me that stuck with me because I know that we have a great deal of challenges here in
America and we think our challenges are so monumental (and some are), but nothing
by comparison, with what they have gone through. It really started to make me think
about my personal life and come to some realizations about living. Tese people really
do live. Tey really do live in the moment. Tis spurred Grace on to continue her
quest. Tough cofee had not been the focus of her thoughts initially, she told me,
Rwanda got into my spirit, into my soul. A friend of hers recommended she get into
cofee. Really? was her surprised response.
Grace continued brainstorming with the Rwandan ambassador. He explained
to me there would be a lot of benefts for education and healthcare by working
with Rwandan cofee farmers. She had never tasted Rwandan cofee and was
recommended by the ambassador to try the Rwandan cafe in New York called
Bourbon Cofee. Tough she was not familiar with the cafe, her husband was.
Grace continued, Something just stuck with me. I had seen the movie, Hotel
Rwanda, which also stuck with me, long before my meeting the president and my
heart went out. I couldnt quite fathom, how could this happen? And the world didnt
really stop it. Tat got into my soul as well.
I came to realize that it is far more rewarding to work your land with your hands than
to accept handouts. One of the things I was really impressed with was when President
Kagame said he did not want his county to be dependent upon aid. He wanted trade. I
like that idea. I think empowering people is the way to go. I dont think you empower
people when you give a handout.
My vision with the cofee project (and there is something added to it every day)
is that I would like to see women and more young girls given the opportunity (not
excluding males) to do business, to learn, to be educated, to have vision, to have
voice.
In the short time Cofee of Grace has been purchasing cofees and paying premium
prices more than 9,000 cofee families have been impacted. We were told by the
people in Rwanda that the sale of the cofee had helped build the local school.
Grace focused on trying to fnd washing stations and farmers that are providing
[social] services. However, she did emphasize, Quality comes frst. It has to be quality
certifed by us, meaning it has to be something we would want to personally consume.
All of the cofee is Q-Graded at 85 or above.
Troughout this journey in cofee, Grace has insisted on two guiding principles: Te
quality had to be really, really good. And it had to be sustainable. When asked about
expanding beyond Rwanda, Grace shared, I am very open to working in other cofee
origins and especially working with women farmers in these countries. Her parting
thought was, I would like to achieve success, sustainability, economic investment,
social awareness, and a new way of doing business while having a fabulous time. It is a
little bit of fun, and a little scary.
About Grace
Grace Hightower De Niro is an American mother, philanthropist, actress and singer.
As a board member of the New York Womens Foundation and a member of the
International Womens Cofee Alliance, Grace strives to empower women and their
communities to achieve meaningful and sustainable lives through their work. Graces
love of cofee and dedication to empowering women worldwide led her to launch Grace
Hightower & Cofees of Rwanda, with the mission of enhancing the lives of the Rwandan
people by providing opportunities to market their unique products to the world. Grace
also serves as a board member of the New York Fund for Public Schools, as well as a
member of Ronald Perlmans Womens Heart Health Advisory Council. Te New York
Womens Foundation and the American Cancer Society of New York City have honored
her for her work and dedication. Grace resides in New York City with her husband, actor
Robert De Niro, and their two children.
S
finum.com
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SCAA Boston
April 12
th
April 14
th
Booth No. 1019
S
ustainability and the road to meaningful working
relationships with growers in countries of
origin is clearly the topic of the day throughout
the cofee industry. Te foundation for this focus is
obvious ensuring a reliable supply of quality cofees,
predictable business modeling, and so forth. Te hard
part seems to be defning the meaning of sustainability
within an individuals ethical context.
It seems to me that the only acceptable defnition
of sustainability is a business model that ensures
economic stability and prosperity for all partners in
the supply chain. But then again, it also seems obvious
to me that the idea that growers are our equal partners
and therefore they are worthy of equal consideration
and support within our business models. Tis is
apparently not universally accepted.
At a round table I attended at the Roasters Guild
last summer, the topic was sustainability. Te room
leader stated that, Te only acceptable defnition
of sustainability was environmental sustainability,
as you all know! setting the tone of the discussion,
any mention of economic sustainability was not
considered. Now clearly the moderator was imposing
his agenda on the room and far be it for me to criticize
anyone for imposing their own agenda, I do it every
month in this editorial. However, this idea that
the only acceptable defnition for sustainability was
environmental policy was so outside my worldview
that I ultimately lef the room.
Te natural extension of the notion that the only
usable defnition of sustainability is environmental
sustainability is a lovely idea great swaths of land
dedicated to agriculture being allowed to return to
natural forest land and jungle, human impact reduced
to zero, fora and fauna happily eating and being eaten
under crystal clear skies is a beautiful thing and
completely imperialistic.
Taken to the logical conclusion, this guy at the
Roasters Guild, who is a roaster for a large company,
was saying in a single stroke that it is okay to impose
environmental policies that destroy the way of life
Calendar
Apr. 10-14 SCAA Event 2013 - Boston, MA
Apr. 12-15 ACF Western Regional Conference - Coeur dAlene, ID
Apr. 21-22 The Northwest Foodservice Show - Portland, OR
Apr. 22-28 UK Cofee Week
Apr. 24-26 NAMA OneShow - Las Vegas, NV
Apr. 25-28 The London Cofee Festival - London, UK
Apr. 27 - May 5 Kau Cofee Fest - Kau, Hawaii Island
Apr. 28 - May 1 ACF Central Regional Conference - Little Rock, AR
May 18-21 NRA Show 2013 - Chicago, IL
May 23-26 Melbourne International Cofee Expo 2013 - Melbourne,
Australia
Jun. 4-6 International Food Exhibition - Guangzhou, China
Jun. 5-8 UBC Indonesia - Surabaya, Indonesia
Jun. 7-9 CofeeFest - Chicago, IL
Jun. 7-9 World Tea Expo - Las Vegas, NV
Jun. 23-24 SW Foodservice Show - Dallas, TX
Jun. 30 - Jul. 2 Summer Fancy Food Show - New York, NY
Jul. 21-25 ACF National Convention - Las Vegas, NV
Aug. 18-20 Western Foodservice Show - Los Angeles, CA
Aug. 18-20 Ultimate Barista Challenge USA - Los Angeles, CA
Aug. 28-31 INTERFOOD INDONESIA 2013 - Jakarta, Indonesia
Sep. 10-11 11th Edition Expovending & OCS - So Paulo, Brazil
of vast numbers of people while at the same time
ensuring the end of cofee production and forcing
massive population relocation. All of this was based
solely on the decision of folks in consuming countries.
Interesting, albeit short sighted, worldview.
We make greater demands upon growers for quality
and care while pulling the pricing rug out from under
them and, when they strive to perform to our wishes
in spite of fnancial difculties, we switch to cheaper
beans or diferent species in the interest of ensuring
our bottom line.
So here is the thing. Are we as an industry willing
to accept growers as equals in all ways, or will we
continue to treat growers like indentured workers who
have no choice but to sell us our cofee at the price
we want? Do we think that growers are smart when
they hold back shipping green beans until the market
rises to an acceptable price, or do we think of them
as rebellious and ungrateful? Are we worried that the
sof dollar trading against our growers local currency
is cheating the grower or do we secretly think that
we scored because we got our cofee for less than we
should have?
Now we are in the middle of the tradeshow season
with sustainability being a main topic of discussion.
Just returning from the National Cofee Association,
discussions on sustainable business models were
dominant. And in a couple of weeks, the SCAA will
take up the question. Te roadblocks that both these
associations face is that they are trade associations.
By defnition, they represent the commercial interests
of their members.
Te problems start to develop when the inference
is that economic sustainability is exclusive of
environmental, or health, or property rights, or social,
or any other form of sustainability. It is not! Instead, an
efectively sustainable model must incorporate all these
and more.
I think it is time for a new idea, I believe that
importers, countries of origin, NGOs, roasters both big
and small as well as indie chains and multi-nationals
need to reassess the fundamentals of our procurement
models and the ways we interact with the communities
and countries from where our cofee comes. I think
we need to remove the restraints created by our
commercial enterprises that form a natural barrier
to fnding holistic sustainable solutions to the issues
facing our grower-partners and their communities.
We must develop a means of acting pre-commercial
in cooperation and in tandem with each other to form
permanent solutions to the grave questions we face as
an industry.
Growers have done all they can and now they are
becoming angry and disenchanted. Isnt it about time
we in the consuming world started to show some
leadership? Some backbone? How many of us complain
about the predatory buying practices of Wal-Mart and
yet we behave the same way with our most important
vendors cofee growers.
Roasters: Stop playing the system. Step up and start
paying a fair price to the growers a price that is not
determined by commodity traders on a computer
trading space, but is based on common sense and our
own intuition.
Caf owners, demand that your roaster do the right
thing, then honestly tell your customers about your
plan and that it may raise the cost of a shot by fve or
six cents. Tey will understand and even be proud to
be your customer.
So in the end, lets be honest. Lets not take the path
of least resistance. Lets not accept the conventional
wisdom. Lets do the right thing. Simple, and in the
end, simply sustainable.
I hope to look deeper at the concept of pre-
commercial cooperation and how it would work next
month.
Kerri Goodman-Small & Miles Small
The View
8
April 2013
Jun. 4-6 International Food Exhibition - Guangzhou, China
Jun. 5-8 UBC Indonesia - Surabaya, Indonesia
Jun. 7-9 CofeeFest - Chicago, IL
Jun. 7-9 World Tea Expo - Las Vegas, NV
Jun. 23-24 SW Foodservice Show - Dallas, TX
Jun. 30 - Jul. 2 Summer Fancy Food Show - New York, NY
Jul. 21-25 ACF National Convention - Las Vegas, NV
Aug. 18-20 Western Foodservice Show - Los Angeles, CA
Aug. 18-20 Ultimate Barista Challenge USA - Los Angeles, CA
Aug. 28-31 INTERFOOD INDONESIA 2013 - Jakarta, Indonesia
Sep. 10-11 11th Edition Expovending & OCS - So Paulo, Brazil
10
April 2013
by Richard Stein
S
ingle-serve cofee brewers are an intelligent alternative to drip cofee
machines in many situations. Tey can provide a fresh cup of cofee
whenever you desire, with very minimum mess and no fuss. Whether in
the ofce, at home, in hotels or in cafes, single-serve brewers are a great way
to go for valued convenience and consistency. Europeans have been enjoying
the advantage of single-serve brewers in their homes and workplace for years.
Because of the success there, the single-cup concept was introduced to North
America in the 1990s. Since then, single-serve brewers have gradually swept
their way into the hearts of American cofee lovers.
Keurig has been the most popular manufacturer to successfully introduce
a single brew machine to American consumers. Green Mountain Roasters
developed and marketed the K-Cup for use with the Keurig machine,
allowing single cups of cofee, tea and chocolate to be brewed one at a time.
Wilbur Curtis, Tassimo, Belmoca, Bunn, Senseo, and Krups, along with
others, have entered the market with their own brewers and systems.
Eric Lightheart from Canterbury Cofee, distributor of Singolo machines,
says that the business has been booming and single-serve is one of the few
industries in the cofee market that has so much growth. Spencer Turer from
Cofee Analysts agrees, stating everyone expects the market to continue to
grow and expand.
Ease and speed are key features of a single-serve cofee maker. You simply
insert the container into the machine, add water, press a button. Presto!
In just a few minutes you have a delicious brew of fresh, quality cofee with
minimal mess.
Don Melanson from Tassimo says that consumers look for a consistent cup of
cofee prepared fresh one cup at a time just for them. Quality as determined
by the individuals and taste preference is also important.
The Daily Grind
A huge portion of cofee consumed on a daily basis is in the ofce,
mostly serviced by OCS (Ofce Cofee Service) companies. OCS brewing
technologies have advanced considerably over the years. For instance,
Tassimo ofers either a high-capacity T-300 brewer or the more compact
T-65 CUL brewer for ofces that feature scannable T-discs and contain a
precise amount of premium ground cofee, tea or chocolate. Mother Parkers
RealCup capsules are 100% compatible with K-Cup single-serve brewers
and available to Ofce Cofee Services operators in a variety of cofee and tea
blends. Te fastest growing product line for Pod Pack is their OCS focused
line-up of pods. Tese pods can produce the highest quality cofees for any
single-cup delivery system.
Home Sweet Home
Te market for single-serve brewers reaches those who enjoy the convenience
of brewing a smaller serving of cofee, whether they live in a small apartment
and dont have room for a large drip machine or only brew cofee for one or
two people in the morning before work. In todays economy, many people are
on a budget, and making cofee at home means saving money compared to
regularly going to the cofeeshop.
Many people enjoy one cup of cofee at a time, where they believe that
making any more would just be wasteful. Although drip machines are still
the dominant method of brewing, single-serve machines are picking up in
the home market. Brant Curtis from Wilbur Curtis believes that in the home
market, convenience is king. But, he adds, If you are looking towards
single-cup options in retail establishments, quality is king.
Te French Press is one of the most popular methods of brewing cofee and
is an alternative to automatic single-serve machines in homes. Tomas Perez
says that Bodums single-serve brewers range from their entry-level French
Presses such as the Chambord to top brands like the Columbia. Aerobie, Inc.
also makes a product similar to a french press with its AeroPress. Consumers
who buy the AeroPress love the AeroPress, says Alex Tennant. Retailers that
sell the AeroPress will have happy customers, which are repeat customers.
cont. on page 12
Whats the Difference Between
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Other Brewers Have No Idea.
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coffee, tea, hot chocolate,
espresso, cappuccino, latte
or mocha and uses only real
liquid milk and real chocolate
syrup. Not powders.
To learn more, stop
by NAMA booth
#830 or visit
tassimopro.com.
Clearly, the barcode
brews it better.
2013 Kraft Foods
12
April 2013
Single-Serve Cofee Makers
On the Road and Abroad
Retailers are using consumer machines because they are low volume and dont
have any waste. Spencer Turer explains: Look at it from the perspective of the
retailer a pot of cofee can sit on the burner all day long. If you serve it, you
are giving someone a bad cup of cofee. By switching to a single-serve brewer,
they can increase their cost of goods per cup per serving but decrease waste.
If you can manage brewing, you can make a great cup. But, if you mess up the
process, it is easy to make a bad cup of cofee. When using single-cup brewing
systems in a closed system, it eliminates the possibility of making that bad
cup of cofee.
Wilbur Curtis delivers a high-end machine designed with the customers
success in mind. Te Curtis Gold Cup Brewer delivers a Golden Cup of
cofee with fresh ground cofee, says Brant Curtis. You can even change the
water temperature on the device.
Belmoca makes luxurious espresso single-serve machines that are available in
silver, red, or black.
Hotels are a perfect platform for single-serve cofee. People usually drink just
one or two cups of cofee in their rooms, so having a drip machine is wasteful
people end up tossing out much of the cofee they make. Hotels can beneft
because they save on energy and labor costs. Pod Pack, for instance, sells
In-Room single cup cofee pods. Besides producing higher cup quality, the
pods are compostable. Mother Parkers Single Serve Pods are also ideal for
hotels.
The Brews You Get!
Once you have your single-serve brewer, where do you get the cofee, tea or
chocolate? K-Cups, discs, capsules and pods: What is the most popular form
for making a single cup? I guess K-cups for flter cofee and paper pods for
espresso. says Bob Melikian of Automatic Brewers and Cofee Devices, Inc.
Tere are many options for making a convenient and high quality cup of
cofee and that is good for the consumer.
Tomas Martin from Pod Pack says that A pod is less messy and easy to
dispense of and in addition, Pod Pack pods are biodegradable. Pod Packs
are convenient and deliver a fresh brewed cofee one cup at a time.
Upshot is an eco-friendly, single-serve flter that is compatible with Keurig
and other single-serve brewers meaning roasters can package their own cofee
in K-Cup compatible brewers.
At Belmoca, they use freshly roasted Arabica cofee that is immediately cased
in a diamond-shaped aluminum capsule. Te rich aromas and 180 unique
tastes are optimally stored in this unique capsule, guaranteeing freshness.
Automatic Brewers and Cofee Devices, Inc. converts roasters cofees into
single cup servings for example, PodPerfect paper pods and SingleCupper
recyclable flters, that end-user customers brew in their Keurig/K-Cup
compatible brewers.
Te RealCup portfolio from Mother Parkers includes a wide variety of high-
quality single-serve cofees and teas that meet all consumer taste profles.
While they may never take over drip machines, single-serve brewers are here
to stay. Tey deliver excellent quality and convenience.
T-300
syrup. Not powders.
To learn more, stop
by NAMA booth
#830 or visit
tassimopro.com.
brews it better.
2013 Kraft Foods
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14
April 2013
NAMA in Costa Rica
by Miles Small
W
e have been to Costa Rica so ofen that it is almost a second home
to CofeeTalk. I certainly would not say that we are jaded by the
place, there is always something new waiting to transport your
mind or spirit into this amazing tropical paradise.
When we had the opportunity to lead a group of 56 industry leaders and their
families to Costa Rica for an intensive introduction to specialty cofee, we
were confdent that we could pull it of. Little did we know that as we led this
group we would also be transformed.
Te group was the board of NAMA (Te National Automated Merchandising
Association) and their families as well as NAMA members and OCS
operators. Most of the participants on the trip had never been to a cofee
growing country and some knew nothing at all about cofee. (Tey focus on
the Vending side of the business.) Tose of us who have been to a country of
origin remember that frst time we discovered cofee. For many of us it was
a life-changing event! Now consider what it would be like to have 56 highly
intelligent, enthusiastic, corporate leaders from some of the largest food and
beverage companies in North America on the bus. Truly amazing and in the
end a rich and empowering experience for Kerri and I as we saw cofee for the
frst time once again through their eyes and questions and excitement.
For our part of the itinerary, we knew that less would be more. So rather
than visiting several farms, we decided to visit one farm and deeply immerse
ourselves in the farming operation as well as the processing and business
side. We chose the beautiful single estate farm operated and family-owned by
Luz Marina Trujillo Stewart the Finca Santa Elena in Tarrazu. Beautifully
situated above 1500 meters with 750 ares in cofee cultivation, Santa Elena is
one of the oldest estate farms still operating in Costa Rica. Purchased by Luz
Marinas father and Uncle, who also owned farms in Colombia, Luzma took
over the operation while in her twenties and has been solely responsible for
the farm management and operation of Santa Elena for longer than I should
say.
Tis farm also includes a large benefcio primarily for processing the farms
cofees as well as a dry mill. Santa Elena is vertically integrated so that the
cherries grown on the farm are processed on the farm; dried and rested on
the farm; and ultimately bagged and containerized at the farms loading dock.
When the locking seal is applied to the full container the buyer knows that
the entire container only holds Santa Elenas prized specialty estate cofee.
Because of the complex and varied operations of the farm and benefcio, this
was the perfect place to bring a bus of 56 folks and provide a detailed cofee
farm experience. Beside the farm and processing facility, Santa Elena also has
an extensive nursery operation, a large vermiculture (worms) composting
operation, active social responsibility programs, and community health,
education, and social outreach programs.
Te tour participants from NAMA where able to totally immerse themselves
in the farm operation under the sparkling and energetic direction of Luz
Marina Trujillo Stewart and her farm staf.
Te following day we travelled to CICAFE, the national cofee research
and experimentation facility just outside of San Jose in Heredia. Operated
by ICAFE (Te Institute of Cofee) was founded in May 1997 in order to
consolidate agricultural and agro-business research into a single facility.
ICAFE and CICAFE are responsible not only for research in the cofee sector
but also maintenance and enforcement of Costa Ricas unique method of
ensuring fair and ethical transparency and compensation for all parties
throughout the supply chain.
CICAFE tests new technologies utilizing the latest farm and processing
equipment and scientifc methods from all industries and then provides
information to growers in all eight key growing regions of Costa Rica. In
addition, CICAFE operates a 10-acre farm for new varietal development as
well as certifed seed stock cultivation for farmers.
By focusing on these two venues, we were able to provide a great deal of
depth without a great deal of travel. Upon returning to the Los Suenos Resort
outside of Jaco, Costa Rica, the participants had a solid base of knowledge of
cofee cultivation and the romance and challenges of cofee life in countries of
origin.
We would like to thank all of the wonderful participants, the staf of NAMA,
Luz Marina Trujillo Stewart and her husband Jim Stewart (founder of Seattles
Best Cofee) and the staf of ICAFE and CICAFE without whom none of this
would have been possible.
16
April 2013
Grass Roots Marketing and the Cost of Shoe Leather
by Greg Ubert Crimson Cup Cofee
A
s a cofee house owner, you are running a community-based
business, where the majority of your customers live or work within
a few miles of your shop. To prosper, you need to become
involved in your community. Tats why grass roots marketing
is so important and why shoe leather is one of the best
investments you can make in marketing your cofee house.
Meeting other business owners and building
relationships with local schools, or what I call hitting
the pavement, is a great way to introduce your business
to the community, and less expensive and more
personal than advertising in the paper or on the radio.
You will fnd that investing a few dollars in printing
and your time walking the area, aka shoe leather
costs, will pay big dividends as you forge and strengthen
relationships within your community.
Afer Crimson Cup Cofee House opened in 2007, I spent one
day per week for six months visiting businesses within a one-mile radius.
I introduced myself, talked about our cofee and passed out special
promotional cards ofering $1 espresso-based drinks to incent folks to visit.
About 20 percent of these cards were redeemed. Our sales continued to grow
as we saw new faces become regulars returning for their delicious caf lattes
or mochas.
Some cofee shop owners are so nervous about winning customers that they
want to hand out free drinks when visiting other places of business. We
recommend against this, even in the beginning. People value what they pay
for. Giving away your delicious drinks erodes their value in the consumers
eyes as well as your profts, and most customers know that specialty cofee
drinks cost much more than $1. In addition, potential customers need to
experience YOUR place of business, and these promotions will get them in
your door. Also, never discount drip cofee, which is the most mundane and
least proftable drink on the menu. Your goal is to wow consumers with your
premium espresso-based drinks and hand-poured oferings.
In addition to talking about your new shop, you should listen to the other
business owners about their business and the community. Ask how you can
help increase their business. Discuss ideas for cross-promotion. Make sure
to set up a table or bulletin board in your shop that displays cards and fyers
from local business partners.
You should also join the local Chamber of Commerce and other business and
civic groups, such as a downtown merchants association or Rotary chapter.
Ten get involved. Volunteer to plan an event that brings more customers
into your area. Take advantage of networking opportunities. You will fnd that
you get as much out of your membership as you put into it.
While you are hitting the pavement, be sure to stop by local schools and ask
how you can help. Hiring high school students for part-time jobs, sponsoring
a Little League team, or placing ads (with $1-of discount coupons) in school
programs demonstrate that you are involved in the community.
Business owners like to talk to other business owners. So, you, as the cofee
shop owner, should be the one hitting the pavement and joining business and
civic groups. Youll fnd that networking with owners of the local insurance
agencies, restaurants, retail shops, automotive repair shops, hair salons and
other businesses will give you valuable insight into the character and needs of
the community.
If you are extremely reserved and fnd it too difcult to interact with
strangers, you can delegate hitting the pavement to another employee,
preferably someone in a management role. But it is difcult to run a
community-based business unless you are involved in the community.
It is easier to delegate residential outreach. Many of the cofee shops we
work with have seen great returns from going house to house and leaving
a promotional door hanger announcing their new shop. You can even hire
some local high school students to do this as long as they are polite and
presentable.
Be aware that hitting the pavement sounds easy at frst. Once
a business starts, however, we have found that a lot of
owners get so busy with other issues that this vital efort
loses its priority. I fully understand the entrepreneurial
struggle of handling multiple challenges and, frankly,
hitting the pavement can be very difcult. But, as I
discussed in my last column, you need to focus on the
big rocks, like marketing, if you want your business to
grow and prosper.
By being a valuable resource and connecting your business
objectives to the communitys needs, you can create a win for
everyone. Ultimately, this leads to loyal customers, enhanced
reputation, strengthened awareness, and increased sales.
Isnt that worth a little shoe leather?
Greg Ubert, founder and president of Crimson Cup Cofee
& Tea, has been roasting cofee in small batches since
1991 and has taught hundreds of business owners how to
run successful independent cofee houses. Te author of
Seven Steps to Success in the Specialty Cofee Industry can
be reached at greg@crimsoncup.com.
Social Media
Best Practices for Roasters
CofeeTalk is working with key industry contacts to conduct a brief survey
on your use of Social Media. We want to look at what works for you, what
doesnt, and who is really shining out there in the Social Media world.
It is a jungle out there in this new and ever-changing landscape. As I write
this, I am in Scottsdale at Infusioncon, the annual conference for the premiere
sofware tool in automated marketing. Social Media is, of course, a hot topic
here. Afer listening to the Social Media in 5 Easy Steps by Mari Smith and
Attract Fans and Grow Your List with Facebook Contests by Preston Smith
and numerous other experts, I am more excited than ever about the future of
marketing.
However, the key is to share this information. So, just like the amazing
sharing I have witnessed for seven years now at the SCAAs Roasters Guild
event, our goal is to facilitate that sharing of success, skills, and ideas that
work. Tus we have created this brief survey to check out how you roasters
are using Social Media, traditionally used in a B2C marketing campaign,
in a B2B way to connect with your retailer customers. If you are a roaster
selling wholesale, please take a moment to share your thoughts and success in
this less than two minute survey.
For all of you who choose
to share your thoughts in
the survey, you will be the
frst to receive a full report
of the results. And one
lucky roaster will also be
profled in an upcoming
issue of CofeeTalk with
your success secrets.
18
April 2013
T
his month we will be focusing on Tip 3 in our 10 Tips to Jumpstart
your Caf series.
From Tip 1 we created your Brand Experience (http://magazine.
cofeetalk.com/february13-branding-tip/). From this we have visuals and a
brand imagery visual collage from which to create your Identity.
From Tip 2 - (http://magazine.cofeetalk.com/march13-branding-tip/) we
learned how to understand your customer demographic. Now, we are ready
to create your cafs IDENTITY.
Identity is diferent
than your brand.
In a brick and
mortar concept
such as a caf,
restaurant, or wine
bar, identity is the
visual, tactile, and
sensorial aspects of
your brand. Usually
the identity is a set of guidelines that monitors how colors, fonts, layouts,
materials, patterns, sounds, and menu organization are set forth.
First impressions are everything. What is your cafs frst impression? From
the time a customer sees your website, hears about your caf from others, to
seeing your signs and banners, to touching and tasting your cup of cofee and
bites of food, having a strong and consistent identity guideline is key.
What identity messaging are you presenting in your
menu? Te content and layout of the menu also conveys
an identity.
Te following are identity devices:
A Logo (Te symbol of the entire identity &
brand)
Stationery (Letterhead, business card, envelopes, etc.)
Marketing Collateral (Flyers, brochures, books,
websites, etc.)
Products & Packaging (Products sold and the
packaging in which they come)
Apparel Design (Clothing items that are worn by
employees or sold)
Signage & Menus
(Interior & exterior
design)
Messages & Actions
(Messages conveyed
via indirect or
direct modes of
communication)
Other Communication
(Audio, smell, touch,
etc.)
All of these things make up an identity
and should support the brand. Te logo
however, is the caf identity and brand all
wrapped up into one identifable mark.
Our 10 Tips Jumpstart Caf pocket
books allow you to write your thoughts
in one complete booklet http://www.
dynamikspace.com/store.php5
Stay tuned every month for valuable tips.
Melanie Corey-Ferrini is the founder of
Dynamikspace (www.dynamikspace.com) and ofers services from
consulting to full service caf creation.
Be sure to visit our expanded version of this article on our
website: magazine.cofeetalk.com/april13-branding-tip/
A Masters in Cofee
Part 3
T
his past month has consisted of various
dynamic and interesting courses, as well
as some tough exams. We have been
learning everything about brewing methods
and technologies; chemical compounds present
in the bean; and post-harvesting methods. As I
mentioned last month, our classroom is located
on the premises of illy Caf. Besides being
able to eat the amazing food of the companys
cafeteria, we are very fortunate to be situated in
their headquarters as we are exposed to the latest
technology and practices of a company that has
been run by a family of legendary scientists and innovators.
A few weeks ago, for our brewing course, we had the chance to spend an
entire week receiving classes at Universit del Caf, which is also located at
the Illy headquarters. During this class, we were guided every step of the way
by a great team of experienced professors and professional baristas that taught
us excellent brewing techniques and all the factors involved in making the
perfect espresso.
I enjoyed our course at Universit del Caf so much that I decided to speak
with the Director, Mr. Moreno Faina, to get a little more insight on this
dynamic program and learn about its inception. Te Universit del Caf
was frst set up in Naples in 1999, and later moved to Trieste, to the Illycaf
headquarters. With 25 branches worldwide, they strive to be a center of
excellence created to promote, support and communicate the culture of
quality cofee worldwide, through training. I am sure I can speak for the
whole class in saying that we had a lot of fun practicing our latte art and
experimenting with diferent beverage recipes (Some classmates, whose
names I will not mention, had extra fun with all the recipes that involved
liquor.
Moreover, while most of our professors come from a wide array of
participating universities, there are also various industry professionals and
illy Caf employees that bring real case scenarios and experience to the
class. Additionally, many of our classes have consisted of learning outside
the classroom. In fact, Trieste contains a very important port for Italy and
the Mediterranean. Tis has given us the opportunity to visit a couple
of companies such as DEMUS, a decafeination plant; Sandalj, a trading
company; and Pacorini, a worldwide logistics company, which has made our
learning experience dynamic, while giving us an inside glance at prestigious
companies that operate within the cofee industry.
Tis past month, we also had the honor of receiving classes with Sunalini N.
Menon, an amazing teacher and passionate woman from India. Sunalini is
the founder of a consultancy frm based in Bangalore called Cofeelab Private
Limited. She taught us about post-harvesting processes as well as sorting and
cupping defects. Her class was not only informative, enjoyable, and insightful,
but without knowing, Sunalini also showed me what you can achieve when
you are truly passionate about something.
Te expertise that we are being exposed to, both from illy Caf as well as
from guest lectures, have defnitely added tremendous value to our courses. I
am looking forward to the remaining three months, as we continue to learn,
grow, and deepen our understanding in everything that is behind our daily
cup of Joe.
Ciao,
Ashley
Ashleyprentice01
by Ashley Prentice
REVISION: FA
DATE: February 13, 2013
DOCKET: #CC13-001 CLIENT: Club Coffee COLOUR: CMYK
PROJECT: Single Serve Coffee Cups Generic Ad TRIM SIZE: 10.5x 14
DESCRIPTION: Coffee Talk Magazine Ad BLEED SIZE: 11x 14.25
CONTACT: Barbara MacDonald DATE REQUIRED: February 2013 LIVE AREA: 9.5x 13
Brand Culture Marketing & Promotions
14-5250 Satellite Drive, Mississauga, Ontario L4W 5G5
T: 905 361 0305 F: 905 629 9305
20
April 2013
Retailer / Roaster Profile:
Take a Good Sip of Boston
Sip Caf
0 Post Ofce Square
Boston, MA, 02109
(617) 338-3080
www.sipboston.com
Jared Mancini
jaredmancini@gmail.com
by Maxim Vershinin
I
f you happen to be in the area, it is quite hard to miss Sip Caf, an all-glass caf
located in one of Bostons beautiful downtown parks. Im here to chat with the
owner Jared Mancini about this awesome place.
V. Hi Jared! How did you get into cofee industry?
M. Tis is going back to 10 years. I had no prior exposure to cofee whatsoever. Te
internet company I was working for went out of business, and I needed a job. So, I got
an interview at Torrefazione Italia, and thats what really started the love afair. I fell
in love with what they were doing and with the whole presentation; every once in a
while, we even used to wear suits to work back then. Te drip was nothing
too phenomenal, it was primarily blends. What I really learned at
Torrefazione was the whole caf experience, making people happy
and presenting a product. Tere are many business owners in the
industry who have a super pure style, but I want to do things
with the highest possible quality, while making people happy.
For example, if somebody comes in and orders a Starbucks
drink caramel macchiato, we wont have that, but we wont
have attitude about it. So we would say: You know what? We
dont have a caramel macchiato, but what I can do sir, is to
make you a vanilla latte, and I really think it would be better
than what you are used to, or at least something diferent, and
you can try that.
V. Your caf is absolutely stunning inside and out.
Who built it?
M. I wish I could take
more credit for it (laughs).
Te quick story is this is a square where
the caf is now, which was a big, ugly,
concrete parking garage around 20 years
ago. Ten this group came together,
tore the garage down, and made this
beautiful park, including this glass
structure where we are at now. Before
we found out about this place and
moved in, there was a caf located here
called Z Square, so I cannot take credit for the glass structure and some things inside.
But I can take credit for the aesthetics. We completely got rid of this gray, very sterile,
dull and cold feeling of the previous caf. Tey only lasted 6 months. We brought in a
lot of color, wooden furniture, and our espresso machinery. Tis caf represents our
vision now.
V. What attracts customers to your business?
M. We have a regular crowd of people and they come in just for the cofee. And once
in a while one of these people happens to have a lunch meeting here or something,
and they say Wow, I didnt realize you get a great lunch. So there is a split between
this whole group of people that come in just for cofee in the morning, and those
that come in just for lunch; but there are also those that come in for both now. Why
people like us? I think it is the product, but I also think it is a lack of attitude.
Tere are so many times I go into place and think God man, is it an
attitude extra today? Are you charging extra for your attitude? You
know what I mean. I think most people have experienced that.
Here it is diferent. I am always working with my staf trying
to make them passionate about the product, but what is more
important for me is for them to be more welcoming and
accepting and trying to make customers happy.
V. What tips can you give to those in the cofee
industry that start today?
M. Dont be naive and realize it is going to take time. I
defnitely thought that we would just start making money right
away. It took me a few years to even pay myself. Luckily my wife
had a good job. You have to have a passion for what you are doing
because you will most likely have to work without pay for a while. It
takes time business costs are high in big cities. Be patient, and plan for
the fact that you wont be bringing that much right away. Another thing is
that you have to encourage your staf and pay attention to what they are doing. Make
people feel appreciated and give them feedback. Try to build a team atmosphere from
the start, so that everyone can watch each others back when needed.
V. It seems that the current economy took its toll on many business
owners around the country. What about you?
M. Yup, we actually did start in the middle of this whole turmoil. It will be four years
in April since we are in business. However, Ive always thought, Hey, we are not
selling sports cars - it is cofee and sandwiches - and we arent even super fancy. In
fact I think we might have even benefted from people shying away from more luxury
establishments. We are more expensive than Dunkin Donuts, but I hope this is a
better experience.
In the United States, the average adult consumes about 22 teaspoons of sugar per day,
almost three times the recommended daily intake. Natvia wanted to ofer people a
healthy, natural way to enjoy a little sweetness in their lives. In 2009, they launched in
Australia seeking to inspire a better life in people around the globe. A few short years
later, they are very proud to be custodians of a product that their fans describe as the
worlds best sweetener.
To create Natvia they used only the freshest tips of Stevia plants, known as Reb A,
and carefully blended the stevia with a naturally occurring fruit nectar, known as
Erythritol, that is found in melons and grapes. Te result is a 100% natural pure,
clean, sweet tasting zero calorie sweetener. Natvia also has no impact on blood sugar
levels making it the ideal choice for diabetics to enjoy a sweet experience while still
managing their sugar intake.
In creating Natvia they focused not only on the health benefts for their customers,
but also on creating the best taste. To accomplish this they assembled a panel of cofee
industry experts, including roasters, caf owners, and baristas to help develop a clean
tasting profle that compliments cofee. Afer conducting 600 trials, they ended up
with a sweetener that had no bitter or chemical afertaste, did not leave any flm in the
cup, and did not mask the favors of cofee or espresso drinks.
Natvia has received praise from nutritionists, diabetics, health conscious consumers,
and cofee lovers for the clean taste and natural ingredients. Te worlds most
celebrated cofee roasters and cafes are serving Natvia to their customers. Natvia
believes they have created the worlds best natural sweetener.
Natvia, a key Stevia provider
22
April 2013
Instilling a Commitment
of Sustainability from the Beginning
A Responsible Stevia Industry
by Dr. Moiss D. Gonzlez, Ph.D. Stevia Breeding Manager for the Truvia business
T
odays global consumers are increasingly looking for products from a natural
origin to help them manage their daily caloric intake. Tese same people
care about where their food comes from and how the environment and the
people who grow these products are treated. Truvia brand. Truvia has answered
this consumer need with its calorie free sweetener whose sweetness is made from
the best-tasting part of the stevia leaf. Much as how cofee shops saw that consumers
were looking for a great tasting cup of cofee that was sourced responsibly, we saw the
demand for calorie free sweetness from nature. Today stevia-based products can be
found in over 56 million U.S. households.
When we started, stevia was grown on small farms scattered around Asia and in
some remote areas in South America. As we built a stevia supply chain on a global
commercial scale, we saw the rare opportunity to help shape the stevia industry from
the ground up in a responsible way.
We view the development of a best-practice stevia agricultural standard as a core
component of our strategy to set the bar for responsible practices in the stevia industry
and give producers a guide for the responsible cultivation of stevia.
Our stevia standard is applicable to small-scale farms globally. It aims to minimize
environmental impact, promote the health and safety of the producer, align with food
safety and traceability requirements, and ensure continuous improvement. We piloted
it with a cooperative group of farmers in Argentina, where agricultural technicians
worked with them to provide training and technical assistance on the stevia standard
as well as agricultural best practices.
One of the most rewarding aspects of my work is the collaboration I am fostering
between the stevia-growing programs in Asia and South America. In the past,
research was done in isolation. Now, we have integration, and by sharing our fndings,
we are seeing advances come more quickly. With the implementation of the standard
in China, the stevia farmers are benefting from the knowledge and experience of the
farmers in Argentina.
Similarly to how cofee is all about developing the best bean one that prospers in
various weather conditions, is resistant to diseases, and yet also delivers a consistent
taste when used alone or in blends - my research focuses on developing proprietary
stevia varieties. In collaboration with universities and partners worldwide, I lead
genetic improvement programs that rely on traditional breeding methods such as
selection and crossings. Tese programs focus on stevia traits like leaf yield, glycoside
content, drought tolerance and disease resistance, emphasizing certain attributes
depending on the environmental factors unique to each growing region.
Producing good crops depends on clean water, healthy soil, clean air and sunlight. As
a food brand, our awareness of the importance of taking care of natural resources over
the long term cannot be overstated. To ensure proper care of natural resources, we
undertook a life-cycle analysis to understand the major environmental impacts in the
stevia value chain. Te results brought four key areas to the forefront: greenhouse gas
emissions, water use, waste, and land management.
With that understanding of the environmental impacts, the Truvia business made
some signifcant commitments, including the following:
Reduce carbon footprint by 50% in 2015 from a 2010 baseline to become carbon
neutral in 2020. Truvia sweetener is the frst sweetener to receive certifcation of
its carbon footprint by the UK-based Carbon Trust.
Ensure all processed water is returned in the same quality in which it was taken
and reduce net depletion by 25% by 2020.
Reduce waste by 50% across the supply chain in 2015 in eforts to become zero
waste by 2020.
Ensure stevia in the Truvia supply chain is not grown on conservation or
protected land.
We believe the best way to ensure proper care is to implement a system that strives for
continuous improvement. I work with the families to form long-term relationships
and engage as a team to improve the communities where stevia is harvested and
the Truvia enterprise operates. We also provide support to producers to invest in
education, healthcare, farm improvements and technical assistance. Our goal for
these programs is that it will stimulate self-sufcient and thriving communities, using
education and schools as the portal to reach not just children, but also families and
farmers.
With an industry just in its infancy, we support the work of the International
Stevia Council, the industry group whose mission is focused on increasing the
understanding and awareness of stevia, afrming its safety and establishing consistent
analytical methods for stevia content. As with any new innovation in the food
industry, it is important that standards and practices be set to ensure accountability
and transparency among stevia producers.
We have built a sustainable feld to table stevia supply chain and committed to
important economic, social and environmental goals. Tis is a journey and one
that continues to evolve and improve as we learn from the practices that we have
implemented. As the demand increases for stevia-sweetened products around the
world, we see the work we do as setting the standard for the growing stevia industry.
Similar to the cofee industry, we made the decision to instill two core values into the
development of a sustainable stevia supply chain ethical practices and fair pricing.
Wherever we operate and whatever we do, we treat all people and business partners
with dignity and respect. Trough a system of self-assessments and third-party audits,
this ensures that the supply chains, which bring our product from feld to table, are
managed with integrity and transparency. We put a lot of care into each packet of
Truvia sweetener so each of our consumers can complement their cup of cofee with
Truvia sweetener to make their perfect cup.
from crop to cup. from eld to table.
2013 Cargill, Incorporated.
All Rights Reserved. Truvia
and honestly sweet
are registered
trademarks of the Truvia Company LLC. *Source: AC Nielsen All Outlets, 52 weeks ending 24 Nov 2012
Coffee beans come from plants. So should your sweetener.
Serve Americas best-selling natural zero-calorie sweetener*
Available in 8 SKUs to fit your needs. Discover more at truvia.com/foodservice, contact
your Cargill Truvia
foodservice representative, or call 1.855.855.2362 for more information.

24
April 2013
Latin American Cofee Market
by Mauro Nogarin
T
he presence of Hemileia Vastatrix (cofee rust fungus, aka La Roya)
in Central America (Costa Rica, El Salvador, Guatemala, Honduras,
Nicaragua and Panama) in conjunction with adverse weather
conditions, has been the main causes of the drop in cofee production in the
region. It estimated that a full 20% of the 2012-2013 cofee harvest has been
lost due to these two factors; a total of 3.7 million quintales (100 kilograms).
Peru
Te third largest producer of cofee in South America closed its 2012 harvest
with a drop over the previous years production due to low yields, scarcity of
labor and the spread of the cofee rust fungus. Tis troubling situation led the
Peruvian government to estimate a 25% drop over the production of 2011,
for an estimated 5.5 million 45 kg sacks. Production was reduced due to the
exhaustion of mature plants at the end of their natural cycle. 2011 was an
exceptional year with a record harvest of 7.2 million sacks of cofee.
Guatemala
As recently as September of 2012, Bangut (Banco de Guatemala) reported a
drop in cofee export sales of 17.9% compared to the same period in 2011.
Tis drop in export sales is despite having increased export volumes of cofee
which included 4.6 million quintales during the previous harvest and 4.8
million during the last harvest.
According to the Cofee Exporters Association (Anacafe), the drop in income
is due to market supply and demand, the international economic crisis and
increased production in Brazil and Vietnam. According to the department
of records and operations of Anacafe, the principal markets for Guatemalan
cofee were: United States (45%), Japan (13%), Canada and Germany (8%
each) and Belgium (6%).
Colombia
Te South American country had its smallest harvest in three decades in
2012. Te decrease in production was mainly due to the heavy rains in
the main cofee growing areas and a program of renovating the plantings.
Colombias cofee production was 7.74 million 60 kg sacks, down from 7.8
million in 2011. Colombia failed to meet its production goal of 8 million
sacks, even though production during December increased to 904,000 sacks,
a 23% increase over the previous years harvest of 735,000 sacs. Export sales
volumes dropped by 6.76% to 7.21 million sacks from the previous years
levels of 7.73 million.
Te association of cofee producers blamed the heavy rains during the end
of 2011 and excess humidity in the cofee growing regions for the drop in
production. Te expected production level was 11 million sacks, which was
not attained due to climatic factors and the slow incorporation of newly
planted cofee felds into production. Colombia replanted 110,000 hectares
during 2012.
Honduras
Honduras had a successful year during 2011-2012; export volumes reached
7.25 million quintales. Total revenue from cofee exports reached a
record US$ 1.4 million. National cofee production was a total 7.4 million
quintales, exceeding the previous years production of 5.2 million. Tese
new production levels make Honduras the largest cofee exporter in Central
America, according to data from the International Cofee Organization.
During the 2010-2011 cofee harvest, Honduras was ranked in sixth place
among cofee exporters and displaced Colombia. Te use of fertilizers and
an improvement in cofee quality have accounted for the dramatic increase
in production, allowing Honduras to increase exports to Germany and the
United States.
Costa Rica
Afer sufering a drop in cofee exports at the beginning of the decade, cofee
exports to South Korea took of in 2008 and kept increasing. In 2012, Costa
Rica exported US$ 8.5 million, which was a 43% increase over cofee export
revenues in 2011 and fve times what it was exporting just four years ago
when the upturn began. One of the major cofee exporters in Costa Rica is
Caf Capris, belonging to the Volcafe Group.
Despite these encouraging sales reports, national cofee growers in Costa Rica
have lost US$42.6 million from the 2012-2013 cofee harvest due to cofee
rust fungus, which has mostly afected lowland cofee growers.
Prez Zeledn has lost over 6,000 hectares and Coto Brus has over 4,000
hectares severely afected by the fungus.
El Salvador
El Salvador will produce 18.9% more cofee during the current harvest, which
began in October 2012, due to increased use of fertilizers and cofee planting
renewal. Tis small Central American nation expects to produce 1.45 million
60 kg sacks during the 2012/13 harvest. Production has been favored by the
twice yearly harvest of cofee and an improved agricultural technical support
program. El Salvador exports 90 percent of its cofee production, which is one
of its main exports.
Nicaragua
Although cofee has been Nicaraguas main export, this may change in 2013,
because large parts of Nicaraguas cofee plantations have been infected with
the cofee rust fungus. According to ACEN (Asociacin de Cafs Especiales
de Nicaragua), the country could forgo US$ 4.5 in cofee sales due to the
cofee rust fungus during the 2013-2014 production cycle. Te president
of the Nicaraguan Association of Cofee Exporters recently stated that
production may be down by as much as 400,000 quintales this harvest, due
to the fungus. Tis decrease in production would certainly afect exports and
impact on cofee prices worldwide due to the decrease in supply. According to
experts in the area, Nicaraguas total cofee exports may only reach US$ 130
million in 2013.
Mauro Nogarin can be reached at m.nogarin@mediasur.net
26
April 2013
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(650) 493-3050 www.aerobie.com
Aerobies AeroPress is a completely
new kind of press whose rapid, total
immersion process brews cofee with all the delicious favors but without
the bitterness.
Agtron SCAA - Boston #948
(775) 850-4600 www.agtron.net
Cofee Roast Analyzers, for determining your cofees
degree of roast, and Scientifc Cofee Roasting
Workshops instructed by Carl Staub focusing on
consistency and improved cup quality.
See our ad on page 33, 46
Avery Dennison Designed and Engineered Solutions
SCAA - Boston #1120
(440) 878-7130 www.averydennison.com
Designed and Engineered Solutions is
introducing a new pre-oiled one-way cofee valve
that eliminates inline oiling and utilizes 90% less
plastic than the leading hard-valve.
Blendtec SCAA - Boston #1037
(800) 253-6383 commercial.blendtec.com
Blendtec makes the worlds fnest blenders and blender
accessories.
BriteVision SCAA - Boston #249
(415) 374-8119 www.britevision.com
BriteVision provides colorful, eco-friendly cup
sleeves. Come by our booth to learn how to grow
sales or build your brand and image through cup
sleeve marketing!
Cablevey Conveyors SCAA - Boston #571
(641) 673-8451 www.cablevey.com
Cablevey Conveyors produces dust-tight tubular
conveyors moving your roasted whole bean cofee gently
using cables & discs. Tink Cablevey ? Te Gentle Way
to Convey!
Canterbury Cofee Corp. SCAA - Boston #319
(888) 273-8684 www.canterburycofee.com
Over the past 30 years Canterbury Cofee has strived to
become western Canadas leading roaster of specialty
cofees and provider of allied products.
Club Cofee NAMA ONE #851
(800) 387-4367 www.clubcofee.ca
Capitalizing on its 100 year history as a trusted business
partner, Club Cofees goal is to be the leading, high quality,
custom cofee roaster in North America.
Cofee Shop Manager SCAA - Boston #1033
(800) 750-3947 www.cofeeshopmanager.com
Cofee Shop Manager Point-of-Sale is designed specifcally
for cofee shops. Great features including tablets, integrated
online and mobile ordering, self-serve kiosks, and no-fee
pre-paid cards and loyalty make CSM the perfect business
partner for your shop.
CofeeNetwork.com SCAA - Boston #676
(305) 925-4822 www.cofeenetwork.com
CofeeNetwork, a product ofered by FCStone,
LLC is CommodityNetworks fagship network
and provides up to the minute information and
insight for the cofee industry.
Cofees of India SCAA - Boston #371
p: +91 (87) 2225557 www.indiacofee.org
Te Cofee Board of India serves as a friend, philosopher and
guide of the cofee industry in India.
Cofeetalk Media SCAA - Boston #201
NAMA ONE #349
(877) 426-6410 www.cofeetalk.com
CofeeTalk Media has been considered a bible of
the industry since 1994. We proudly deliver our
readers with the latest industry news, trends, and
products through our diferent products: Cofeetalk Magazine, Daily
Dose e-newsletter, and SCAA 2012 Award winner CofeeTalk Press.
Curtis SCAA - Boston #871
NAMA ONE #330
(800) 421-6150 www.wilburcurtis.com
Since 1941, Curtis has remained a family-owned
business committed to the principles of innovation,
quality and superior crafsmanship in gourmet cofee,
tea and specialty beverage systems.
Daterra Cofee SCAA - Boston #623
(330) 941-2555 www.daterracofee.com.br
Daterra means from the earth in portuguese, and
it is from there that we cultivate with respect to the
environment, techonolgy and good people, high quality
green cofee beans to be consumed all over the globe.
Diedrich Manufacturing, Inc. SCAA - Boston #727
(208) 263-1276 www.diedrichroasters.com
From a cofee farm in Guatemala to the chain of
Diedrich Cofee Roasteries to the building of cofee-
related machinery, cofee has been a part of the
Diedrich family culture for a long time.
Fair Trade USA SCAA - Boston #753
(510) 663-5260 www.fairtradeusa.org
Fair Trade USA, a nonproft organization, is the leading
third-party certifer of Fair Trade products in North
America. Visit www.fairtradeusa.org for more information.
Finum by Riensch & Held GmbH & Co. KG
SCAA - Boston #1019
p: +49 (40) 734240 www.num.com
fnum heads a product range which, alongside disposable
and permanent flters, includes several patented and
award winning brewers for tea and cofee.
Follett Corporation SCAA - Boston #201
NAMA ONE #740
(610) 252-7301 www.follettice.com
Follett icemakers and dispensers provide a
continuous supply of ice that is dispensed hands-free
to improve safety and sanitation and to support
green initiatives.
Fres-co System USA, Inc. SCAA - Boston #707
(215) 721-4600 www.fresco.com
Supplying Customers with pre-made bags, custom
printed rollstock, degassing valves, packaging
machinery, pod equipment and service. Fres-co
System USA has been the cofee industrys packaging expert for over 30
years.
Gavia Gourmet Cofee SCAA - Boston # 979, 981
NAMA ONE #747
(800) 428-4627 www.gavina.com
When it comes to superb cofee and exceptional service,
Gavia is the preferred cofee partner for retailers and
entrepreneurs everywhere. Gavia Cofee: Grounds for
Great Partnership.
Global Customized Water SCAA - Boston #1011
(805) 484-1589 www.globalcustomizedwater.com
Global Customized Water , developer of formulation water
for cofee and tea; the premier water treatment provider to
the specialty beverage industry now 30 years strong. Te
Formula?, used in homes, commercial applications, by
SCAA, US Barista Competitions, World Tea Expo, Cofee
Fest and top Cofee Chains in the World.
GoodDrinks SCAA - Boston #706
(800) 877-3811 www.getgooddrinks.com
Mont Blanc Gourmet ofers a versatile line of caf products
to meet all hot and cold beverage needs.
Grounds for Health SCAA - Boston #922
(802) 241-4146 www.groundsforhealth.org
Cervical cancer kills more women in developing
countries than any other form of cancer. Yet cervical
cancer is one of the easiest forms of cancer to detect
early and treat. We can stop these unnecessary deaths.
Join us at www.groundsforhealth.org
Group G SCAA - Boston #351
(225) 413-2333 guthriepcs@aol.com
Green & Roasted Cofee Broker for Exporters, Importers
and Roasters.
Java Jacket SCAA - Boston #1106
(800) 208-4128 www.javajacket.com
Te Original Green Cofee Sleeve. Comes in
100% Recycled Natural Kraf or White. Can be
custom printed with your design.
Kraft Foods Group, Inc NAMA ONE #830
(800) 537-9338 www.tassimopro.com
Kraf has an unrivaled portfolio of products that
serve the vending and OCS markets. Its iconic
brands include Planters, Crystal Light, MiO,
Gevalia, and Tassimo.
LBP Manufacturing SCAA - Boston #1313
NAMA ONE #848
(800) 545-6200 www.lbpmfg.com
LBP Manufacturing, Inc. specializes in designing and
converting a wide range of paper-based beverage and
food packaging.
Loring Smart Roast SCAA - Boston #925
(707) 526-7215 www.smartroaster.com
Lorings advanced technology and superior controls
consistently produce better tasting cofee while
dramatically reducing costs and eliminating smoke.
Roast your best, time and time again!
Marca Per SCAA - Boston #337
(511) 616-7300 www.peru.info
Peru, where quality means favor.
Mother Parkers Tea & Cofee
SCAA - Boston #422
(800) 387-9398 www.realcup.com
RealCup
TM
is a trademark of Mother Parkers Tea & Cofee,
one of the largest cofee and tea manufacturers in North
America.
Natvia SCAA - Boston #696
(480) 239-8778 www.natvia.com
Natvia is unique and not just a non-sugar sweetener. It is a
secret and special formulation of all natural sweeteners.
North Atlantic Specialty Bag SCAA - Boston #817
(877) 827-5270 www.northatlanticbags.com
North Atlantic Specialty bag is a division of
Diversifed Packaging Concepts inc. Our main
focus has been and will always be to give the same
attention to detail to all our customers big and small.
Pack Plus Converting SCAA - Boston #781
(909) 902-9929 www.packplus.com
Home of the widest selection of fexible packaging
products for the specialty cofee & tea industries.
Afordable and high-quality custom packaging
also available--call us frst for a FREE quote!
Perka Inc. SCAA - Boston #1156
(503) 427-1377 www.getperka.com
Perka is a mobile app for neighborhood merchants
thats as fast and familiar as an old-fashioned paper
punch card. Reward regular customers with custom
perks, learn their buying behavior, and get to know them by name.
Plitek SCAA - Boston #424
847-827-6680 www.plitek.com
PLITEK manufactures PLI-VALV one-way degassing
valves and valve applicators. Our patented valves and
valve applicators are the most efcient, reliable, and cost
efective solution for degassing freshly roasted cofee in its packaging.
Pod Pack International, LTD. SCAA - Boston #823
NAMA ONE #641
(225) 752-1160 www.podpack.com
Pod Pack is the leading manufacturer and distributor
of single cup brewing solutions for hotels, ofces, and
restaurants, with current focus on pods.
Service Ideas, Inc. SCAA - Boston #419
NAMA ONE #847
(800) 328-4493 www.serviceideas.com
Since 1946, Service Ideas has been a leader in the foodservice
industry ofering an extensive line of products for insulated
beverage service.
ShopKeep POS SCAA - Boston #1223
(800) 820-9814 www.shopkeep.com
Te simplest way to make smarter business
decisions.
Tightpac America inc. SCAA - Boston #916
(888) 428-4448 www.tightvac.com
Brands include - Cofeevac, Teavac - Patented Vacuum
sealed system protects your Cofee & Tea every time you
open and close the container. Simplicity that works!
uVu Lid Company SCAA - Boston #907
(561) 674-9415 www.uvulid.com
Te uVu Lid provides a safer and more secure customer
cofee drinking experience than any other lid in the
market today.
Vessel Drinkware SCAA - Boston #794
(855) 883-7735 www.vesseldrinkware.com
Vessel Drinkware, Inc is a supplier of branded
Drinkware to independent retailers throughout
the U.S. and Canada. Please visit us at www.
vesseldrinkware.com, or call (206) 763-0366
Vita-Mix Corporation SCAA - Boston #880
(800) 437-4654 www.vitamix.com
Unsurpassed durability. Amazing consistency. And
massive horsepower. All blended together in one
brand renowned for maximizing productivity on
professional countertops.
Wipf, AG SCAA - Boston #817
(503) 791-6862 www.wicovalve.com
Wipf AG develops and produces one-way degassing
valves. State-of-the art infrastructure makes it
possible to develop innovative and cost-efective
valves for the cofee market.
Please Make Sure to Visit these
SCAA Boston and NAMA ONE Exhibitors
Introducing
The award-winning
Blendtec Stealth
Visit blendtec.com/commercial or call 800-BLENDTEC
3.8
Peak HP
15
Amps
1800
Watts
300+
Blends/day
3.8
Peak HP
15
Amps
1800
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0 0
Interrupted Conversations Interrupted Conversations
They Come
for your Drinks
Not for the Noise
You bring the perfect bean. Well bring the perfect
motor. Easy programmability. And intuitive controls.
All in the machine that blends at sound of
normal conversation.
Visit our booth #1037 at SCAA

to see the new Stealth in action.
REVISION: FA DATE: February 13, 2013
DOCKET: #CC13-001 CLIENT: Club Coffee COLOUR: CMYK
PROJECT: Single Serve Coffee Cups Generic Ad TRIM SIZE: 10.5x 14
DESCRIPTION: Coffee Talk Magazine Ad BLEED SIZE: 11x 14.25
CONTACT: Barbara MacDonald DATE REQUIRED: February 2013 LIVE AREA: 9.5x 13
Brand Culture Marketing & Promotions 14-5250 Satellite Drive, Mississauga, Ontario L4W 5G5 T: 905 361 0305 F: 905 629 9305
PLI-VALV
PACKAGE DEGASSING SYSTEM

by
S
finum.com
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SCAABoston
April 12th April 14th
Booth No. 1019

IoIuI IoIuI IoIuI IoIuI
Cu:!oD1zn ù!1 Cu:!oD1zn ù!1 Cu:!oD1zn ù!1 Cu:!oD1zn ù!1
T-300
syrup. Not powders.
To learn more, stop
by NAMA booth
#830 or visit
tassimopro.com.
brews it better.
2013 Kraft Foods
LORING
The Smarter Way To Roast
27
28
April 2013
Cervical Cancer Prevention Campaign
Recognizes International Womens Day
by Kayla Moore
Summary
On March 7, 2013 Exportadora Atlantic, ECOMs Nicaragua branch, teamed
up with Grounds for Health to carry out a cervical cancer prevention
campaign in Matagalpa, Nicaragua. Te campaign, which ofered same-day
screening and treatment for early signs of cancer, benefted women associated
with Exportadoras dry processing mill as well as other women in the
community of Sbaco and Matagalpa. 69 women attended the campaign and
received screening services, 8 of whom tested positive and were treated with
cryotherapy on the same day (100% treatment rate).
Funding for this activity was provided by ECOM Foundation as part of a two-
year grant awarded to Grounds for Health in 2012 to support collaborative
projects with cofee cooperatives to address the unacceptably high rate of
cervical cancer in these regions. Grounds for Healths model for addressing
cervical cancer builds long-term capacity in the health system and the
community and demonstrates an efective model for strengthening primary
care services in rural areas.
Description of Activity
Grounds for Healths collaboration with CECOCAFEN co-op and the local
Ministry of Health in Matagalpa from 2008 to 2011 contributed to a strong
and lasting network of community health promoters and providers dedicated
to improving cervical cancer screening and treatment services in the region.
Local partners assumed full responsibility for sustaining screening and
treatment services in 2011, and have remained active and responsive to the
needs of cofee communities in the region.
In March 2013, Grounds for Health and Exportadora Atlantic engaged
Ministry of Health partners in Matagalpa to beneft women associated with
Exportadora Atlantics dry processing mill in the nearby community of
Sbaco. Grounds for Health arranged permission for the use of four consult
rooms at the hospital Lacayo Farfan in Matagalpa and secured support from
four providers previously trained by Grounds for Health to conduct a screen-
and-treat campaign for women associated with Exportadoras dry processing
mill in Sbaco. Te date for the event was set for March 7, 2013, just as the
harvest was ending and in recognition of International Womens Day on
March 8th.
In preparation for the campaign, Dr. Barinia Osejo visited Exportadora
Atlantics mill in Sbaco and gave an educational talk on cervical cancer
prevention to men and women associated with the mill. Te talk provided
an opportunity for Exportadora Atlantics community to learn more about
Grounds for Health, the burden of cervical cancer in Nicaragua, and how to
prevent it. Women aged 30-50 who had not had a prior screening test, or who
had not been tested in three years or more, were invited to the campaign.
Personnel from across Exportadora Atlantic pitched in to help get ready
for the event and provided essential support throughout the campaign day.
ECOM vehicles transported supplies to the campaign site where additional
staf from the mill were standing by to set up tables and chairs, signs, and
stations for registration, high level disinfection, and counseling. During the
campaign, personnel from Exportadora Atlantic worked to register women
and provide refreshments for them and the volunteers.
Results of the Screen-and-Treat Campaign
A summary of campaign results is presented below.
*Of the 69 women screened, 13 women were not eligible for screening with
VIA due to their age and received a Pap test instead. Teir Pap tests are being
processed by the local lab and will be returned to the women within one month.
Screening and Treatment uptake from
campaigns*
# (%)
Women screened * 69
Women within target group (aged 30-50 or HIV
positive)
49 (71%)
Women screened with VIA* 54
Women with abnormal VIA result 8
Women with abnormal VIA result who met
treatment criteria
8
Women with abnormal result and eligible for cryo
who received treatment during the campaign
8/8 (100%)
Women with abnormal result not eligible for
cryo who were referred for further diagnostics or
treatment
(ex: suspicious for cancer, lesion too large)
0
In commemoration of International Womens Day, Exportadora Atlantic S.A. and Grounds for Health invite you to the Cervical Cancer Prevention
Campaign, March 7th at the Lacayo Farfan health center, starting at 8 am.
Grounds for Health in-country coordinator Dr. Barinia Osejo (center) with
staf from Exportadora Atlantic at the Lacayo Farfan Hospital on the day of the
campaign.
M E E T T H E F A C E O F
PRECI SI ON
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Golden Cup quality with any brew method.
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17625 Faces of Curtis Precision v3 COFFEETALK.indd 1 3/18/13 11:18 AM
Screening and Treatment uptake from
campaigns*
# (%)
Women screened * 69
Women within target group (aged 30-50 or HIV
positive)
49 (71%)
Women screened with VIA* 54
Women with abnormal VIA result 8
Women with abnormal VIA result who met
treatment criteria
8
Women with abnormal result and eligible for cryo
who received treatment during the campaign
8/8 (100%)
Women with abnormal result not eligible for
cryo who were referred for further diagnostics or
treatment
(ex: suspicious for cancer, lesion too large)
0
30
April 2013
Imagine a Cofee Industry
Without Women
B
efore you start typing the angry emails, the premise is only used to prove the
power and importance of women in this industry. It is also a way to start a
conversation about the diferences of the roles of women in consuming vs.
producing countries.
Lets start this experiment of the theoretical with the following parameters:
1. Women still exist, but do not work in cofee.
2. Women remain a primary consuming group to be targeted with marketing.
3. Te roles of women in other industries do not change; they are just excluded
from cofee.
To explore the changes to the industry this new reality would have, it is important to
know what the roles of women are now.
Women at Origin
At Origin is really too big of a generalization when looking at the status of women
in their roles in cofee all over the world. Some countries are still holding to older,
established roles of women being subservient to men and are actively barred from
decision-making, ownership, or progression in life status. Other countries are seeing
the beneft of promoting women but just getting started, while others are fully
embracing the role of women as essential and benefcial to all concerned.
International Trade Center (ITC, a unit of the United Nations), and the East African
Fine Cofee Association, EAFCA (now AFCA), sponsored some research into the roles
of women in cofee. Tere were a couple of countries that stood out as being outside
the norm, but for the most part, the chart below describes the current role of women
in cofee producing countries:
(Te researcher for this data, Mbula Musau, is a Keyan woman on the rise in the cofee
industry. She now runs a successful consulting company and has just tested to be
Africas frst Q-Grader Instructor.)
Te chart shows rather clearly that once you leave the farm or the hand sorting rooms,
the roles that are occupied by women are few and far between.
So lets imagine the world without women in their roles in cofee at origin. If you
really consider the consequences, it is quite shocking. Te efect on cofee itself would
probably be twofold:
First, prices for cofee would skyrocket and the quality in cofee would sufer
greatly. Men would want to be paid much more for the work than they are willing
to pay the women. Te increase in cost has to be passed to the buyer, which in
turn creates an increase in the cup price. Te price increase would be annoying
to the consumer, but bearable. Prices would, however, rise even further as a result
of lower supply because it would be difcult to fnd men to do the work at all
thus requiring farmers to move into other crops where women would still do the
work. Farms would rip out cofee and probably plant tea, bananas, or another
agricultural crops. One could even speculate that other illegal cash crops might
take cofees place. Cofee plantations that did adapt to this new reality would
probably be lower on the mountain where machines could do a lot of the work
now done by women.
Without women working the felds between harvests, trees would not be
maintained unless a man did it. Tis would result in crop yields diminishing and
pushing prices even higher.
Machines would now be replacing women. Machines are expensive so only the
largest farms or mills would get them. Small holders that segment quality lots
go away as the reward is too difcult to realize. If the farm is kept in cofee, the
farmer would just provide cherries to the large mills where it would be mixed
with the cherries from both the other small holders and the mechanized large
farms. Sorting of cofee would also be lef to machines. Color sorters and density
tables would do their best to provide the same level of care that the women do,
but defects would be getting through and probably make specialty cofee lots
harder to achieve. Te industry would forego the fnancial beneft of quality
cofee and hope to make it up in volume. Even though the price of cofee has
risen dramatically, this is only covering the increases in cost of the farms and
mills. Demand for cofee would go down as a result of quality going away.
Consumers that are conscious about favor would move to another beverage.
Second, the family units would be put under tremendous strain. Women will
now need to seek work outside the farm. Some will fnd work locally but others
will need to travel to the city to look for work. Urban centers would be overrun
by the infux of people making services strained. Unemployment would rise
and the demand for foreign aid would rise. Countries like the US would be
asked to contribute more to help solve the poverty issues at an ever-increasing
pace. Children would now be forced into situations where a few of the Women
remaining in the villages would look afer the children while the other mothers
were away in the city. Te family unit changes and eventually fails.
Women in Consuming Countries
More women are fnding independence by opening cofee houses, starting businesses,
and being employed in executive positions. Women are outpacing men in their
participation in trainings as baristas and QA cuppers. Opportunities abound.
So lets imagine the world without women in their roles in cofee in Consuming
Countries.
Tere would be men to fll those positions. Men, however would have a fairly two-
dimensional approach to the industry and lack the overall creativity that is brought to
the industry by women. Te local cofee shop would be less interesting with only men
behind the counter and only male infuences on the shops. Women would probably
not even go to shops that would exclude women from working there. Tey might
make cofee at home, but would likely fnd another beverage that was more socially
conscious. With half the customer base leaving, cofee shops would close and a bunch
of men would be out of work.
Now Lets Imagine the Opposite Women are fairly treated and respected throughout
the supply chain.
It is easy to imagine a world where women were properly recognized for their
contributions and supported in their eforts. It would be prosperous. It would improve
lives. Cofee would be better in quality and available in ways not yet imagined. Prices
might even go down as innovation increases.
Organizations Promoting Women in Cofee
To get to this vision, we need to support organizations that help in this efort. Please
visit the following sites (and there are many others), and fnd a way you can help bring
some change. Afer all, our cofee depends on it!
International Womens Cofee Alliance, IWCA, www.womenincofee.org
Caf Femenino Foundation, www.cafefemeninofoundation.org
Cofee Quality Institute Women in Cofee, http://cofeeinstitute.org/home/
women-in-cofee
Rocky can be reached at rocky@INTLcofeeConsulting.com
by Rocky Rhodes
Photo by Trish Rothgeb
Women in the workforce in % of
total
Variations
Low high
Typical
Field work 10 90 70
Harvest 20 80 70
Trading in-country 5 50 10
Sorting 20 95 75
Export 0 40 10
Others (certifcations, laboratories, ) 5 35 20
32
April 2013
Cofee Market in Russia:
Foreign Companies Investments Provide Growth
T
he total capacity of the cofee market in Russia is currently estimated at 223,000 tonnes,
with an average annual growth rate of about 2-3%. Te countys cofee market is highly
competitive and consists of several very diferent segments, each of which has its own
leaders narrowly focused in working in a particular area. About 75% of the Russian cofee market
in volume terms account for instant cofee - freeze-dried, granulated, powdered and cofee drinks.
Te remaining 25% is belonged to natural cofee, and in recent years, this percentage is gradually
increasing. Statistics show that cofee sales in the country over the past fve years almost doubled.
As a result, Russia has entered the top ten consuming countries in the world. Currently it occupies
7th place in the list of largest consumers afer the United States, Brazil, Germany, Japan, France,
and Italy. Russia also ranked frst place in the world in the consumption of instant cofee.
Russians changing their consumption habits
Traditionally, the Russians have consumed tea, but in the last decade the average Russian cofee
consumption has rapidly increased by 4 times in 2012 compared to the level of 2000, when only
68 million people in the country regularly consumed cofee. In 2014, this fgure, according to
numerous forecasts, will rise to 94 million people. Tis accounts for more than 60% of the Russian
population.
Tis trend came mainly by the developing of fast food chains, such as Starbucks or Cofee House.
However, at the same time, the country remains one the largest tea-consuming countries in the
world. According to the ofcial statics in 2012 about 94% of Russians drink tea, with only three
countries in the world being higher: India - 95%, Indonesia - about 96% and the United Arab
Emirates - about 98%.
It should be noted that in recent years, Russians are increasingly opting for cofees that are more
expensive. Tus, the share of the highest price segment in the Russian cofee market grew from 7%
of the total market in 2005 to 16% in 2012. Gradually, Russians are moving to the consumption of
natural cofee. Both these trends could be partly explained by the level of income growth in recent
years.
Experts pointed out that the segment of the freeze-dried cofee in Russia has already now reached
its saturation, resulting in volume growing very slowly. Te main growth of the industry in the
coming years will be the natural cofee sector. According to preliminary forecasts, the capacity of
the Russian cofee market will rise to 350,000 tonnes in 2020. At the same time the share of instant
cofee will decrease by 15% to 60% of the total market structure.
Specialty market is actively developing with the roadside cafeterias
At the same time the specialty cofee market in Russia is projected to boom in coming years. As
it has been forecasted in the international forum Cofee and Tea in 2012, organized with the
by Vladislav Vorotnikov
support of the Specialty Cofee Association of Europe (SCAE) with new types of advertisement
and promotions, the total volume of sales of cofee houses and retailers could grow 8% per year at
least until 2016.
At the forum, it was announced that market players are currently seeing the most promising area
for further development in the creation of roadside cafeterias. Already two large cofee houses in
2012 announced plans for the expansion in this segment of the market: American cofee house
chain Starbucks Cofee Company and the Russian cofee house Cafeine. According to some
reports, the other market players in Russia have similar plans in various stages of consideration.
Starbucks Cofee Company is expanding its Seattles Best Cofee chain the frst restaurants
appearing in the country by the end of the year. Such restaurants will be able to serve up to
36 thousand visitors - a huge amount by the standards of Russia, which has the potential to
signifcantly increase the consumption of cofee.
According to the head of a network of cofee houses Cafeine Eugene Kogan, development of
roadside cafeterias has a great potential in Russia. Right now we have no culture of drinking
cofee in the car, but previously no one knew about Japanese sushi, but now theyre selling all
over the place, - says Kogan. According to him, large investments in this segment could result in
seriously changing the culture of drinking cofee in Russia within the coming fve years.
Network Cafeine is also planning to develop and launch the concept of roadside cafeterias It
is in our long-term plans. In the meantime, we are expanding the geography of our work with the
opening of cafeterias in Surgut, Ufa, Tyumen, Kazan and St. Petersburg.
Natural cofee segment has bright future
In the market of natural cofee, dominance of foreign companies is not absolute. Here, the main
players are the following companies: Orimi trade, Russia - 25-30% of the market; Paulig Group
Finland - from 15.5% to 17%; Strauss Group, Israel 13.5%.
Te share of Russian companies in the total market structure is 50%. In 2012 in Russia, about
68,000 tonnes of natural cofee was sold. It is projected that in coming years, this fgure will grow
4-5% per year. As a result, natural cofee may reach 100,000 tonnes by 2020.
However, according to experts, the proftability of small Russian companies in the segment of
natural cofee can be only half a percent, which is much lower than in the instant cofee segment
as well as the level of proftability of large companies. Tus, according to experts the growth of the
volume of natural cofee market will go in parallel with the consolidation of the industry.
SERVICE IDEAS, INC.
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3 Liter 2.5 Liter 2.2 Liter 1.9 Liter 2.2 Liter 2.5 Liter 3.7 Liter
Flavor tabs
snap under
spigot and by
rear handle
when not in
use
Flavor tabs
snap under
spigot and by
rear handle
when not in
use
3 Liter
33
34
April 2013
Mother Parkers Innovates With New
Cofee Degassing Valve
Leading Cofee Manufacturer realizes cost, throughput and freshness benets
T
he largest private label cofee roasting company in North America is
upgrading its degassing process for fexible packaged cofee with a
new degassing valve that contributes to product freshness, eliminates a
step in the packaging process and is helping to generate savings and increased
efciencies during its frst two stages of implementation.
Te company is Mississauga-based Mother Parkers Tea and Cofee, whose
passion for innovation has helped make the family-owned business the cofee
supplier of choice to some of the worlds largest retailers and food service
providers. Indeed, the motto that underscores the companys logoA Better
Beverage Experienceis derived from a history of innovation that now
spans over a century.
Recently, a drive to improve the packaging process at Mother Parkers
sprawling Fort Worth, Texas manufacturing plant led to the testing and
adoption of the Avery Dennison Flexis Cofee Pre-oiled valve, one of the
most signifcant degassing valve innovations in the cofee industry in the past
decade.
We found through our internal testing that the valve was less prone to failure
than our existing fexible valves, says Kelly Harber, the plants Maintenance/
Manufacturing Projects Manager.
Te testing was a six-month process that evaluated the new valve against the
plants existing fexible and heat seal-applied hard button valves. Tests covered
O2 resistance, extended shelf life performance, adhesion, and dispensability.
Te tests were conducted on Accraply valve applicator systems equipped
with an Avery Dennison ALS 204 dispensing head. Te Flexis valve
performed with little to no failures or leakage. In addition to running faster
and degassing with greater efciency than the existing degassing valves, the
pre-oiled Flexis valves also made for a cleaner running and more efcient
packaging operation.
Te pre-oiled feature eliminates a step in the packaging operation, Harber
explains. Te previous fexible valves required us to apply oil during the
valve application process. Tis entailed keeping inventory of oil and keeping
our equipment calibrated for dispensing the correct
amount onto an exact valve location. Te Flexis
valve is pre-oiled with food-grade silicone oil when
it is manufactured. Plus, the pre-oiled valve makes
for a cleaner running applicator and production
environment because theres no need for online oil
application.

The Flexis Cofee Pre-oiled Valve
According to Bill Hartman, the Avery Dennison business development
manager who worked with Harber on the conversion to Flexis, valve
degassing has been an overlooked efciency opportunity. Innovative
businesses like Mother Parkers are now capitalizing on a relatively simple
process improvement. Te new valve ofers freshness, packaging and cost
efciency advantages compared to other types of valves. Its also ofen a
preferred alternative to bin degassing, which involves a major capital outlay
and can take 8-24 hours or longer to complete, tying up inventory and
robbing the cofee of freshness.
Te one-way valve permits us to package straight into a bag, adds Harber.
If you dont have a valve, the cofee will degas and the bags will balloon.
One-way valves contribute to freshness by letting gas out and not letting
oxygen in. All cofee valves are one-way, but some perform better than
others.
Te new Flexis valve has a tri-layered construction that allows the escape
of CO2 while inhibiting the entry of O2. As packaged beans degas CO2
pressure builds and then enters and escapes through the top bafe layer. Once
degassing is complete, the valve re-seals to prevent oxygen from re-entering
the cofee package. Te construction generally keeps residual oxygen at two
percent or less, a fgure that equals industry standards.
Throughput
Mother Parkers previous valve packaging speed was 55 valves per minute
with the old fexible valves and 45 valves per minute with hard button valves.
Stage one of our conversion to Flexis involved ramping up on the new
Accraply machines, Harber says. Te transition, once testing and
qualifcation runs where certifed, only took a day. Te implementation
of stage two went seamlessly as well.
Flexis Cofee valves can be applied using Accraply labeling systems at speeds
more than 30% faster than heat seal-applied hard button degassing valves.
Tat capability of throughput means fresher cofee and higher order fll rates
for their customers.
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35
Overachieving
undercounter
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36
April 2013
consulting on product development,
Quality Control, Statistical Process
Analysis, Equipment selection
and Manufacturing process fow.
We have consulted on electric eye
sorters at source, roasting and
processing equipment for small
roasters to the largest equipment
manufactured. We have participated
in the design and implementation of
warehouse and distribution systems
including equipment re-furbishing
centers. If your company has a
problem, we would like to consult
and help solve it. Call George at
225-413-2333 or e-mail
guthriepcs@aol.com
Fit Frapp Spiced Chai Latte
is the newest addition to Big
Trains protein drink line.
Big Train, a
worldwide
leading
manufacturer
and distributor
of gourmet
beverage mixes
is introducing
a brand new
favor to their
great tasting
protein line Spiced Chai Latte. Fit
Frapp was successfully introduced
in 2011 and is a complete line of
cofee and non-cofee protein drink
favors that can be made blended,
over ice, or hot. With the addition
of Spiced Chai Latte, Fit Frapp
now ofers a good-for-you, gourmet
favor for any specialty beverage
drinker. Te calming favors of
spiced chai, honey, vanilla, black
tea and exotic spices in Spiced Chai
Latte are just the beginning. Tis
drink also contains the same great
nutritional make up as the rest of
the Fit Frapp product line. Because
the favor tastes just like Big Train
Spiced Chai, chai drinkers will love
this drink warm, iced or blended.
Fitness enthusiasts as well as weight
loss surgery patients will appreciate
the nutritional benefts of protein,
low sugar and calories in a great
tasting beverage. To place your
order for Fit Frapp Spiced Chai
Latte from Big Train, call your local
distributor or 800 BIG TRAIN (244-
8724) today! For more information,
go to www.BigTrain.com .
Don Franciscos Cofee
Launches Family Reserve
Single-Serve Cofees
Don Franciscos
Cofee, one
of the top 10
national leading
cofee retail
quality cofee and only uses 100%
Arabica cofee, which requires the
right climate, elevation and care
to grow. Don Franciscos Family
Reserve Single-Serve Cofees will
be available in four popular favors.
For more information on Don
Franciscos Single-Serve Cofees visit
Facebook.com/DonFranciscos, or
go to www.donfranciscos.com.
Iced Tea Control 1.8 l / 65 oz
Iced Tea Control
1.8 is a brew-
control Tea Maker
for loose tea as
well as tea bags.
Particularly suitable
for preparing Iced
Tea or a juice, its
the ideal jug for
your pic-nic, walk in the park or any
other activity outdoors! Fill the Iced
Tea Control 1.8 to just below the
flter insert with crushed iced (or
ice cubes). Insert the flter and add
3-5 teaspoons of tea. Pour in hot
water to fll the entire pitcher, place
the lid into the flter and let the tea
brew. Enjoy your refreshing, fresh
iced tea! Remember! You dont have
to remove the flter. Just turn the
lid clockwise when the tea is strong
enough and the brewing process will
slow down. No dripping, no waiting;
just enjoy nearly 2 liters of delicious
ready-to-drink iced tea.
1.8 l / 65 oz (USA)
One brew: 6 glasses
Colors: black, red, amber
High quality PC ideal for outdoor
use
One jug per gif box; 6 pcs. /
carton
www.fnum.com
Tasting the Belmoca sensation
begins with your eyes
Belmoca took
the best espresso
technology and
made it better. It
challenged the
best designers
and made
a high-end
espresso
machine. Te result is a diamond
to the eye, a modern, stylish
design just like the new refned
Belina espresso machine. Belmoca
developed a unique diamond
shaped aluminum capsule and flled
it with 20% more cofee to get the
ultimate taste sensation. On top
of those fve favors, the exclusive
Latte capsule grants every cofee
enthusiast to even brew the perfect
Cappuccino. Now thats Belmoca, a
diamond in your cup. Retailers and
cofee enthusiasts who are interested
will fnd more information on
www.Belmoca.com or can send and
e-mail enquiry to
sales@belmoca.com.
Helping your business be more
efcient.
Group G helps many companies to
sell their products and many others
to purchase more efciently. Cofee
NewsBites
brands, today announced the launch
of Don Franciscos Family Reserve
Single-Serve Cofees. Carefully
selected by Don Franciscos team
of certifed Q-Graders from the
worlds fnest growing regions, Don
Franciscos Family Reserve Single-
Serve Cofees come in four of the
top-selling favors and are currently
available in 12-count packs. Te
company places great emphasis on
37
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Featured Roaster
FEBRUARY
CR-25
38
April 2013
NewsBites
Insight Beverages Introduces Flavors for
2013
Insight Beverages , is
proud to introduce the
2013 Limited-Time Ofer
favors in its Caf Supreme
product line, providing
operators on-trend favors
and high quality soluble
cappuccino and cocoa
beverages at an afordable
price point. A brand new
favor, Double Mocha, is also being launched as
part of Insight Beverages core line of products.
All products are available for order immediately.
For Spring, theres Carrot Cake Cappuccino
and Salted Caramel Mocha. Like a carrot cake
fresh from the oven, Carrot Cake Cappuccino is
reminiscent of the traditional dessert with the
aromatic spices of clove, cinnamon, nutmeg, and
ginger. Te Salted Caramel Mocha combines the
harmonious favors of rich smooth chocolate, sof
buttery caramel and the unexpected hint of salt,
creating the perfect indulgence. Also available
for immediate orders are favors for Summer:
Bananas Foster Cappuccino, Chocolate Almond
Biscotti Cocoa; Fall: Pumpkin Spice Latte, Maple
Walnut Cappuccino and Winter: Smores Cocoa,
Peppermint Mocha. To obtain a free sample kit of
these limited-time ofer favors, contact Sabrina
Payton (spayton@insightbeverages.com). For
more information on Insight Beverages, please
visit www.InsightBeverages.com
ShopKeep POS Nabs Stevie Award for
Best Customer Service
ShopKeep POS
was presented
with a Bronze
Stevie Award
for Front-Line
Customer
Service Team
of the Year in
the Computer Hardware, Services & Sofware
category at the seventh annual Stevie Awards for
Sales & Customer. With over 5,000 customers
nationwide, ShopKeep POS is the leading cloud-
based iPad POS system for small businesses in
the specialty retail and quick serve industries. Te
companys merchant onboarding and training
process is incredibly simple, allowing businesses
to get started in minutes. Once that happens,
product updates and feature enhancements
are primarily driven by merchant requests and
merchants are empowered to provide feedback
publicly on the companys Get Satisfaction
community board. Sign up now and start ringing
up sales in minutes at http://www.shopkeep.com
or call us today at 800-820-9814.
Perka Named to Fast Company
Magazines Most Innovative Companies
for 2013
Perka Inc., a mobile loyalty solution for local
merchants, has been recognized by Fast Company
as one of the ten most innovative companies in
the local category. Te magazines annual list
highlights businesses whose innovations have
made the greatest impacts across their respective
industries, including robotics, healthcare, big
data and retail. For their part in impacting local
businesses, Perka shares the 2013 shortlist with
notables like American Express, Target, Yelp and
Foursquare. Te Fast Company announcement
follows the recent introduction by Perka of an
API for solution developers, and the launch
of Perka Flexpoints, a more versatile mobile
loyalty program designed for all types of retail
businesses. With its enterprise-class technology
platform, Perka enables independent operators
and regional chains alike to implement advanced
mobile loyalty programs. Since the launch of
its punch card alternative in 2011, Perka has
been implemented by hundreds of cafes, retail
shops and small businesses across the U.S. and
worldwide. Perka is based in Portland, Oregon
and New York City. To learn more about Perka,
visit www.getperka.com.
Tipus Chai Reduces Carbon Footprint
Tipus Chai founder Bipin Patel uses an heirloom
family recipe for his chai spice blend, and
evaluates each of his business practices through
the lens of how it can contribute to a healthier
environment. Before launching his newest
product Tipus Chai Now Sweet & Spicy, Patel
and his team wanted to fnd a way to create a
liquid concentrate without the liquid. Liquid
concentrate production and consumption
generates huge numbers of plastic bottles and
tetra packs each year, many of which will end
up in landflls, said Patel. By shipping a liquid
product, producers are essentially transporting
water around the country. In an efort to
reduce Tipus carbon footprint and maintain the
companys commitment to sustainability, Patel
created a dry product that caf owners can use
to make their very own Tipus Chai concentrate.
Tipus will provide the reusable bottle and the
chai you just add water. For more information,
visit tipuschai.com.
Grace Hightower DeNiro Gives Rwandan
Cofees to Help NYC Charity
Services for the UnderServed (SUS) hosted the
Inaugural Dinner for a Better New York on
Wednesday, March 6th at Riverpark Restaurant,
450 East 29th Street, Manhattan. Joined by
leaders in the food, business and entertainment
industries, the event celebrated the eforts of
SUS human service programs in helping to make
New York a better city for all who live, work and
enjoy it. Cofee was provided by Grace Hightower
and Cofees of Rwanda. Attendees included
Amanda Green, award-winning composer-lyricist
whose Broadway show Hands on Hardbody is
currently in previews; Maggie Norris, Designer,
Maggie Norris Couture; Grace Hightower De
Niro, philanthropist; and SUS Board Chair
Andrew Hurwitz, Partner, Frankfurt Kurnit Klein
& Selz.
AeroPress Cofee Maker Buzz Continues
to Build
Sales of the AeroPress cofee maker continue to
grow by leaps and bounds
around the world. Te
product is now sold in 56
countries where it excites
cofee afcionados with the
control it permits of the
brewing process.
Te AeroPress has
even inspired its own
increasingly popular
series of Championships.
At this years US AeroPress Championship, 18
competitors from across the country will go
head to head in Boston, Massachusetts during
the April SCAA Event to see who can produce
the tastiest cup of AeroPress brewed cofee.
In May at the 6th annual World AeroPress
Championship, participants will compete in
Melbourne, Australia during the International
Cofee Expo. A panel of expert judges will award
a frst-prize golden AeroPress trophy, a second-
place silver AeroPress, and a third-place bronze
AeroPress. Te AeroPress cofee maker produces
one to four cups of cofee in one minute using a
unique brewing process which makes amazingly
smooth, rich cofee without bitterness. For more
information, email constance@aerobie.com
Vitamix The Quiet One
Vitamix, the world leader in high-performance
blending equipment for home and commercial
use, ofers Te Quiet One.
Te Quiet One is a powerful,
premium blender designed
to create a more enjoyable
customer environment
and atmosphere for cofee
shops, high-end bars or
other front-of-the-house
establishments. Tanks
to its advanced vibration
dampening technology, its
up to four times quieter
than the competition. In
addition to improved noise levels provided by its
innovative design, it ofers exceptional blending
capabilities for a consistently superior product
and signifcantly improved speed of service. Six
function settings with 34 optimized programs
consistently prepare countless blends with
absolute precision, allowing operators the ability
to deliver a wide variety of perfectly blended
beverages to their customers, including signature
drinks, smoothies and blended cofees. For more
information on Te Quiet One visit
www.vitamix.com or call 1-800-4DRINK4.
39
Flexis@averydennison.com
www.des.averydennison.com
C
M
Y
CM
MY
CY
CMY
K
ADDES13_Flexis_halfpage_Coffee_Talk_8.875x6.1325_031213.pdf 1 3/12/13 11:20 AM
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40
April 2013
NewsBites
Signa-Air Airpots ,The Signature
Collection
Upgrade your cofee service
with our newest NSF additions
the Signa-Air airpots.
Available with both glass &
stainless liners, they ofer
a sleek brushed fnish and
a distinctive spout design.
Glass-lined series is available
in: 1.9, 2.2, 2.5 and 3 Liter
capacities. Stainless-lined
series is available in: 2.2, 2.5,
3 and 3.7 Liter capacities. Te Glass-lined airpots
come with a plastic suction pipe for added safety.
Te Stainless-lined airpots ofer a 5-year warranty
on vacuum insulation. Both feature snap-on favor
indicator tabs that store by the back handle when
not in use. Available in Black, Brown, Green and
Orange, they easily snap on the front under the
spout to clearly display what youre serving. For
more information or to request a catalog of their
full ofering, please contact Service Ideas, Inc. at
1-800-328-4493.
UNCorporate your Work Space
Weve all seen a growing trend for collaborative,
mixed-use ofce spaces. From start-ups, to big
corporations, to the indie entrepreneur, a new bar
has been set in ofce design. Seattlites have long
ago traded in their dress slacks for jeans, and now
ofces are following suit. Weve realized that work
no longer means clocking in for a 9-5, but rather
collaborating in a space that feels just as homey as
our homes or favorite cofee shop. With amenities
like ping pong tables, self-serve wet bars and high
end lounge furniture, these trending ofces cater
to the 20 somethings who value comfort, fexibility
and lifestyle working. Te idea? If you have
access to the daily comforts you experience in your
home and social life, you generate more creative
thought, personal motivation, and will feel more
interested in sticking around and working harder.
Implementing comfortable, modern furniture and
billiard games is the perfect set up for less formal
meetings. Te blending of these aspects makes
the workplace more familiar, more approachable.
Visit Dynamikspace.wordpress.com for more
information.
Peruvian cofee among the nest in the world
Peru is the leading exporter of organic cofee in
the world. Te demand of organic cofees in the
international market is growing steadily, since
people all over the world prefer to consume
natural and healthy products. Peruvian growers
have taken advantage of this opportunity
certifying their plants and products under
international ecological standards. Most cofee
farms are certifed by sustainable and fair trade
standards. Cofee growers are required to take
care of environment and the life of the workers
involved in the production. Peruvian cofee
regions are blessed with fertile soils which
determine the exceptional characteristics of a
specialty cofee. Te beans obtained present
organoleptic features that assure an aromatic and
delicious brew, complying with the requirements
of the most demanding markets. Peru is expected
to be the 2014, portrait country in the 26th
edition of Te Specialty Cofee Event in Seattle.
Cofee Fest has now completed production of the 67th Cofee Fest trade show, the annual return
to New York. Although Cofee Fest is well established with more than 21 years under its belt,
it remains a top priority and primary objective to keep the programming extremely fresh and
innovative. Cofee Fest New York 2013 debuted two professional competitions to the eastern US;
Americas Best Espresso Competition and the DaVinci Gourmet Americas Best Cofeehouse
Competition. Additionally, Cofee Fest New York featured the Eastern debut of Cofee Fests
new Freshman Class; First Time Attendee Orientation Program, which had more than 150,
preregistered. Te New Product Showcase received a face-lif and the educational program
included 19 brand new classes.
Attendees from all over the U.S. and the world came to the Javits Center to partake in the
educational oferings, the networking events, the Latte Art World Championship Open
competition and sampled from over 170 exhibition booths. Once totaled, actual attendance was
just over 3,200.
Te Cofee Fest Product Showcase has received an online facelif and attendees now determine
the Best New Product winners. Voting occurred online at www.cofeefest.com and the results
were announced on Friday afernoon with awards presented to these manufacturers:
CONSUMABLE PRODUCTS
1
st
DaVinci Gourmet Fruit Innovations Lemonade Concentrate
2
nd
Ceremony Cofee Roasters Barrel Conditioned Series
3
rd
Monin Gourmet Flavorings Pina Colada Smoothie Mix
NON-CONSUMABLE PRODUCTS
1
st
Avid Tap Avid Tap
2
nd
Visions Espresso Service Powder Coated Steaming Pitchers
3
rd
BeanSafe - Te Cofee Storage Solution
Cofee Fests Latte Art World Championship Open featured 64 baristas in a head-to-head,
bracket style, free pour latte art showdown. Tis 2013 World Championship Open had an
Olympic feel with an astounding 26 competitors who traveled from Australia, Canada, Japan,
China, Germany, Israel, Korea and Mexico to compete in New York. Afer three days of intense
competition, the champions were named:
1
st
Winning $2,000 and a 1st place Trophy Cabell TiceTinking CupBoston,
Massachusetts
2
nd
Winning $1,000 and a 2nd place Trophy Kenny Smith-Sunnergos Cofee Louisville,
Kentucky
3
rd
Winning $500 and a 3rd place Trophy - Shimoyama Nobumasa from Melbourne,
Australia
Cabell Tice had never competed in Cofee Fests Latte Art World Championship Open
competition previously. To win this competition is truly like scaling the mountain, it is difcult,
the level of expertise of all 64 of the competitors is of the charts said Cofee Fest Show manager
David Heilbrunn. To come from out of nowhere and win this competition on your frst attempt is
unheard of, the odds had to have been astronomical Heilbrunn continued.
Te Davinci Gourmet presents Americas Best Cofeehouse Competition winners are as follows:
1
st
place Winning $2,500 and a 1st place Trophy
Klatch Cofee, Inc.from San Dismas, CA
2
nd
place Winning $1,000 and a 2nd place Trophy
Heart Cofee Roasters from Portland, OR
3
rd
place Winning $500 and a 3rd place Trophy
Dog River Cofee Co. from Hood River, OR
Te Americas Best Espresso Competition winners are as follows:
1
st
place Winning a 1st place Trophy
Blue Star Cofee Roasters of Twisp, WA
2
nd
place Winning a 2nd place Trophy
Conduit Cofee Company of Seattle, WA
3
rd
place Winning a 3rd place Trophy
Bowen Island Roasting Co. Ltd of Bowen Island, BC, Canada
Te NEW Americas Best Espresso Competition presented for cofee roasters is also a head-to-
head, bracket style competition in which cofee roasters from the Eastern region of the U.S. and
Canada showcased their espresso. A panel of Latte Art Competitors judged and evaluated one
shot from each competitor based on the virtues of 1) Flavor Complexity, 2) Mouthfeel & Appeal,
and 3) Afertaste. Once the 124 shots were extracted, consumed, and evaluated the winners were:
1
st
Winning a 1st place Trophy Ceremony Cofee Roasters Annapolis, Maryland
2
nd
Winning a 2nd place Trophy Cofee Labs Roasters Tarrytown, New York
3
rd
Winning a 3rd place Trophy Flat Black Boston, Massachusetts
Finally, the NEW DaVinci Gourmet, Americas Best Cofeehouse Competition Eastern
Championship culminated at Cofee Fest New York. Afer undergoing a 30 day process of
elimination by secret shopper evaluation and public vote, seven semifnalist cofeehouses
from the eastern U.S. were chosen to come to compete in an on-site pop-up cofeehouse. Each
cofeehouse brought a team of three to perform for thirty carefully selected and prepared judges.
Te emerging victors were:
1
st
Winning $2500 and a 1st place Trophy Peregrine Espresso from Washington, DC
2
nd
Winning $1000 and a 2nd place Trophy Mudhouse from Charlottesville, VA
3
rd
Winning $500 and a 3rd place Trophy Muggswigz Cofee & Tea co. from Canton, OH
All three professional competitions will continue at every Cofee Fest starting in Chicago June
7-9, 2013. Chicago will serve as the U.S. and Canada Central Regional Championship. Cofee
Fests Latte Art World Championship Open will remain open to competitors both domestically
and internationally. To apply for any of our upcoming competitions or for more details, visit the
www.cofeefest.com.
Cofee Fest is a trade show catering to the specialty cofee and gourmet tea industries. For more
about our shows or on the winners of our competitions present and future, visit www.cofeefest.
com or become a fan at www.facebook.com/cofeefest. Cofee Fests next show is slated for
Chicago, June 7-9, 2013, at the Chicago Navy Pier.
Cofee Fest New York 2013 Highlights
Introducing the new standard for single-serve espresso
www.singolo.ca
18+ Bars of pressure
Biodegradable capsules
Espresso & Americano
Temperature control
Professsional results
Singolo Ad Feb Coffee Talk.indd 1 13-01-07 1:03 PM
41
SHOW HIGHLIGHTS INCLUDE
200 EXHIBITION BOOTHS
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42
April 2013
roasters, and retailers in the major
consuming markets of U.S., Japan, and
Europe. She will also work with CQIs
technical staf and project managers to
execute training and technical services,
and other educational projects in
producing countries.
Trish is also the owner and roastmaster
of Wrecking Ball Cofee Roasters in San
Francisco, CA. She began her cofee
career as a barista in the late 80s and has
been roasting for more than 20 years,
working at renown specialty cofee
roasters including Kafa (Norway),
Taylor Maid Farms, and Zoka. An avid
traveler in cofee growing regions, she
currently teaches cupping and roasting
to cofee professionals worldwide,
and is credited with conceiving the
third wave of cofee concept. Trish
is a credentialed Q Instructor for
Cofee Quality Institutes Q Grader
program. She is a credentialed SCAA
instructor, served on the Roasters Guild
Executive Council, the World Barista
Championship Board of Directors, and
was a founding member of the BGA.
She has served on cupping juries around
the world, including Cup of Excellence,
Taste of Harvest, Good Food Awards,
and SCAA Cofee of the Year. Trish has
also judged US Barista Championship
and US Brewers Cup competitions, and
helped to develop the new World Cofee
Roasting Championship.
Roukiat Delrue has worked with
CQI for over a year as Q Services
Manager. She can be
reached at rdelrue@
cofeeinstitute.org.
She will continue to
work directly with
CQI Instructors to
coordinate Q and R
CQI Announces new team
members
Te Cofee Quality
Institute (CQI) is
pleased to announce
that our Q Program
team is growing. Trish
Rothgeb is joining
CQIs staf to assist with program
management, development, and
oversight. She will be working with staf
members Roukiat Delrue and Rosangela
Mancilla.
Te Q Program is part of CQIs Q Cofee
System, an internationally recognized
program for evaluating cup quality,
and is based on a standardized system
using the Specialty Cofee Association
of America (SCAA) protocols.
Worldwide, there are currently 2314 Q
Graders (Arabica cofee graders), 89 R
Graders (Robusta cofee graders), 33
Q Instructors and 6 R Instructors. CQI
works with in-country partners in 18
cofee producing countries to coordinate
Q and R training, and green grading
cofees for export.
Trish is assuming the position of
Director of Programs Q and
Educational Services. She can be reach
at trothgeb@cofeeinstitute.org). She
will be responsible
for develop and
implementation
CQIs activities and
strategies to increase
the number of
students enrolled in
Q Training Services
Programs internationally through
both CQI initiated and private sector
programs. She will work to build
demand and purchase of Q and R
graded cofees among cofee traders,
NewsBites
instruction, certifcation and calibration,
as well as with In-Country-Partners to
manage training and grading Services.
She also disseminates and administers
protocols and requirements related to
the Q Cofee System and grading Q
Cofees, as well as monitors the training
and development of Q & R Assistant
Instructors.
Roukiat, a veteran CQI Instructor and
Cofee Corps volunteer, is well respected
in the barista community. She currently
serves as head judge for WBC and
WLAC, is the national bodies manager
for WCE, and is on Barista Magazines
Advisory Council.
Rosangela Mancilla will continue to
ofer Q Database Administrative support
for CQIs Long Beach ofce. She can
be reached at info@cofeeinstitute.org.
Her duties continue to be daily function
of CQIs Q Cofee Database, and
communication with Q and R Graders
and Instructors to ensure the Database is
used correctly and records are in order,
and reconciles course.
Sarah Rankin Headlines Win
Networking Event At Oneshow
Sarah Rankin,
President and Chief
Operating Ofcer of
Cantaloupe Systems
and NAMA Board
Member, will headline
the Women of the
Industry (WIN)
education and
networking event at
the OneShow. Held Tursday, April 25
at 4:30 p.m. at the Venetian Room 605,
the complimentary event will kick of
with a discussion led by Rankin followed
by networking and refreshments.
With the industrys growth trajectory,
the event is an excellent opportunity
for women at all stages of their careers
to exchange ideas and network, said
Sue Ralston, administrator of WIN
and NAMAs Director of Meetings and
Events. Tis is only year two for us
and we are thrilled with the response
weve had from the industry overall
including our sponsors and are
looking forward to broad participation
and a dynamic discussion.
Te event will feature a presentation
- combining humor and inspiration
with business counsel led by Rankin
for the frst half hour, immediately
followed by a reception in the same
location. Sponsors for the event include
Holiday House Distributing; MEI and
U-Select-It.
Te WIN Advisory Council, chaired by
Carla Variglotti, Te Cuyahoga Group,
includes: Janette Carter, Focus 365;
Heidi Chico, U-Select-It; Shivani Gupta,
Canteen Vending; Angela Olson, Seaga;
Jenny Pemberton, Te Pepi Companies
and Barbara Russell, Holiday House
Distributing.
All are welcome to attend! Connect to
WIN online through the Women of the
Industry-NAMA LinkedIn group or
email Sue Ralston at sralston@vending.
org for more information.
Founded in 1936, NAMA is the national
association representing the $42 billion
U.S. vending and refreshment services
industry. With more than 1800 member
companies including many of the
worlds most recognized brands
NAMA provides advocacy, education
and research for its membership
43
44
April 2013
Company ............................................................................. Phone ..................... Web .............................................................. Page ......... SCAA ....... NAMA
Add a Scoop by Smoothie Essentials Supplement-Boosts ....(415) 382-6535 .......... www.smoothieessentials.com ..............................39 ....................813
Aerobie Inc ..........................................................................................................(650) 493-3050 ....... www.aerobie.com ........................................................36 ....................943
Agtron ....................................................................................................................(775) 850-4600 ........ www.agtron.net ............................................................33, 46 ............948
Alliance for Cofee Excellence/Cup of Excellence .......................(406) 542-3509 ........ www.cupofexcellence.org .......................................45
Avery Dennison Designed and Engineered Solutions ...............(440) 878-7130 ......... www.averydennison.com ........................................39 ....................1120
Blendtec ................................................................................................................(800) 253-6383 ........ commercial.blendtec.com .......................................5 .......................1037
BriteVision ...........................................................................................................(415) 374-8119 ............. www.britevision.com ..................................................27 ....................249
Cablevey Conveyors ......................................................................................(641) 673-8451 ........... www.cablevey.com ......................................................17 .....................571
Canterbury Cofee Corp. ............................................................ (888) 273-8684 ..... www.canterburycofee.com ......................... 40 ............... 319
Club Cofee .........................................................................................................(800) 387-4367 ........ www.clubcofee.ca ......................................................19 .......................................................851
Cofee Fest ..........................................................................................................(800) 232-0083 ....... www.cofeefest.com ...................................................41
Cofee Shop Manager ...................................................................................(800) 750-3947 ........ www.cofeeshopmanager.com ............................37 ....................1033
CofeeCats Jewelry ........................................................................................(206) 795-5414 .......... www.etsy.com/shop/COFFEECATJEWELRY .........45, 46
CofeeNetwork.com .....................................................................................(305) 925-4822 ......... www.cofeenetwork.com ........................................45 ....................676
Cofees of India ................................................................................................+91 (87) 2225557 ...... www.indiacofee.org ..................................................31 .....................371
Cofeetalk Media ..............................................................................................(877) 426-6410 .......... www.cofeetalk.com ...................................................46....................201 ........................ 349
Costellinis ............................................................................................................(877) 889-1866 .......... www.costellinis.com ...................................................45
Curtis ......................................................................................................................(800) 421-6150 .......... www.wilburcurtis.com ...............................................29 ....................871 ........................ 330
Daterra Cofee ...................................................................................................(330) 941-2555 .......... www.daterracofee.com.br .....................................39 ....................623
Diedrich Manufacturing, Inc. .....................................................................(208) 263-1276 .......... www.diedrichroasters.com .....................................37 ....................727
Eagle Web Press ..............................................................................................(800) 800-7980 ....... www.eaglewebpress.com .......................................41
Espresso Me Services ....................................................................................(360) 213-0715 ........... www.espressomeservice.com ..............................46
Fair Trade USA ..................................................................................................(510) 663-5260 ......... www.fairtradeusa.org .................................................45 ....................753
Finum by Riensch & Held GmbH & Co. KG .......................................+49 (40) 734240 ..... www.num.com ............................................................7 .......................1019
Follett Corporation .........................................................................................(610) 252-7301 ........... www.follettice.com ......................................................46....................201 ........................ 740
Fres-co System USA, Inc. ............................................................................(215) 721-4600 ........... www.fresco.com ...........................................................6 .......................707
Gavina Gourmet Cofee ..............................................................................(800) 428-4627 ........ www.gavina.com ..........................................................41 .....................979, 981 .............. 747
Global Customized Water ..........................................................................(805) 484-1589 ......... www.globalcustomizedwater.com .....................46....................1011
GoodDrinks .........................................................................................................(800) 877-3811 ........... www.getgooddrinks.com ........................................25
Grounds for Health .........................................................................................(802) 241-4146 ........... www.groundsforhealth.org ....................................46....................922
Group G.................................................................................................................(225) 413-2333 ...............................................................................................................45
Insight Beverages, Inc. ..................................................................................(847) 847-3109 .......... www.insightbeverages.com ...................................45
International Cofee Consulting ..............................................................(818) 347-1378 ............ www.intlcofeeconsulting.com .............................36
Java Jacket .........................................................................................................(800) 208-4128 ......... www.javajacket.com ...................................................9, 46 ..............1106
Knutsen Cofees, Ltd. ....................................................................................(800) 231-7764 .......... www.knutsencofees.com .......................................46
Kraft Foods Group, Inc .................................................................................(800)-537-9338 ........ www.tassimopro.com ................................................12 ..................................................... 830
LBP Manufacturing .........................................................................................(800) 545-6200 ....... www.lbpmfg.com .........................................................11 ......................1313 ....................... 848
Loring Smart Roast ........................................................................................(707) 526-7215 ........... www.smartroaster.com .............................................3 .......................925
Manitowic Ice .....................................................................................................(800) 545-5720 ........ www.manitowocice.com ..........................................35
Marca Per ..........................................................................................................(511) 616-7300 ............ www.peru.info .................................................................43
Mother Parkers Tea & Cofee ....................................................................(800) 387-9398 ........ www.realcup.com ........................................................33 ....................422
Natvia .....................................................................................................................(480) 239-8778 ......... www.natvia.com ...........................................................21 .....................696
North Atlantic Specialty Bag ....................................................................(877) 827-5270 .......... www.northatlanticbags.com .................................45 ....................817
Orleans Cofee Exchange ...........................................................................(800) 344-7922 ........ www.orleanscofee.com ...........................................38
Pack Plus Converting ....................................................................................(909) 902-9929 ........ www.packplus.com .....................................................45 ....................781
Perka Inc. ..............................................................................................................(503) 427-1377 ........... www.getperka.com .....................................................35 ....................1156
Plitek .......................................................................................................................(847) 827-6680 ......... www.plitek.com .............................................................42 ....................424
Marca Per ..........................................................................................................(511) 616-7300 ........... www.peru.info .................................................................43 ....................337
Pod Pack International, LTD. .....................................................................(225) 752-1160 ............ www.podpack.com .....................................................37 ....................823 .........................641
Rocket Man Equipment ...............................................................................(800) 921-0199 .......... www.rocketman.com .................................................39
Scolari Engineering S.p.A./Texpak Inc. ................................................(856) 988-5533 ......... www.scolarieng.com ..................................................48
Service Ideas, Inc. ............................................................................................(800) 328-4493 ........ www.serviceideas.com .............................................32, 46 ............419 .........................847
ShopKeep POS .................................................................................................(800) 820-9814 ......... www.shopkeep.com ...................................................15 .....................1223
Stalkmarket Products (Asean Corporation) ....................................(503) 295-4977 ......... www.stalkmarketproducts.com ...........................2, 46
The Dynamik Group .......................................................................................(206) 686-2525 ......... www.dynamikspace.com .........................................45
The Truvia Company LLC ...........................................................................(855) 855-2362 ......... www.truvia.com/foodservice ................................23
Tightpac America inc. ...................................................................................(888) 428-4448 ........ www.tightvac.com .......................................................46....................916
Track the Impact ..............................................................................................(619) 889-1997 ........... www.tracktheimpact.com .......................................46
uVu Lid Company ...........................................................................................(561) 674-9415 ............ www.uvulid.com ...........................................................47 ....................907
Vessel Drinkware ..............................................................................................(855) 883-7735 .......... www.vesseldrinkware.com ......................................37 ....................794
Vita-Mix Corporation .....................................................................................(800) 437-4654 ........ www.vitamix.com .........................................................13 .....................880
Walker Cofee Trading Company...........................................................(713) 780-7050 .......... www.walkercofee.com .............................................41
Weldon Flavorings ..........................................................................................(502) 797-2937.......... www.weldonavorings.com ...................................36
White Cofee Corp. ........................................................................................(800) 221-0140 .......... www.whitecofee.com ...............................................46
Wipf, AG ................................................................................................................(503) 791-6862 .......... www.wicovalve.com ...................................................12 .....................817
Advertisers Index
45
Thinking of opening
or remodeling a caf?
Before you sign a lease, purchase
our 1o Tips workbook & call us
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BRANDING
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follow
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Join Us at Our
Annual
ACE Open House!
Saturday, April 13, 2013
9 am - 12 noon
Room 257B
Boston Convention Center
ACE is a global organization
dedicated to advancing
excellence in coffee. You may
know us already as
Cup of Excellence
. See all the

new ground-breaking programs
were doing at:
AllianceForCoffeeExcellence.org
Your Partner for
Credible, Cost Effective,
Simple Certication
To learn more and join
the Fair Trade USA
Partner Network, please
contact us at
coffee@fairtradeusa.org
or call us at
(510)844-1410
46
April 2013
AllStar Tools
Java Jacket
800.208.4128
www.javajacket.com
Java Jacket provides
the best insulation of all
sleeves on the market.
Protects customers
from hot or cold to-go
beverages, and provides
a more grippable surface
than other cofee sleeves.
SLEEVES
Want a free listing?
Visit our website to add
your company free:
www.cofeetalk.com/submit-listing
Used by Over 50,000
Buyers Every Year
Updated Online Every 24 Hours!
Search by Name, Location, or
over
100 Business Categories.
Includes a Live Link to your
Website!
And, its FREE!
FREE LINK
StalkMarket Products
503.295.4977
www.stalkmarketproducts.com
StalkMarket Products,
a leading provider of
compostable products,
ofers the worlds rst
certied compostable
Ingeo hot cup and lid
system from Planet+
that meets the rigorous
composting requirements
of Biodegradable
Products Institute (BPI).
CUPS & LIDS
BLENDER
Tightvac
888.42.TIGHT
www.tightvac.com
Tightvacs are the ultimate
Cofee & Tea container!
Our unique patented
Tightvac closure system
allows the gasses from the
beans to escape without
letting oxygen back into
the container.
Tightvacs guarantee
the smooth avor your
customers pay for.
VACUUM CONTAINER
Follett Corporation
800.523.9361
www.follettice.com/ct
The right ice for cofee
Crunchy Chewblet ice
People love it
Great for blenders
Wide selections of
ice machines and
dispensers
Sanitary, hands-free
dispensing
ICE MACHINES
Knutsen Cofees, Ltd.
800.231.7764
www.knutsencofees.com
Award winning purveyors of
the nest green cofees in
the world. Call us about our
exclusive 100% Estate Grown
Jamaican Blue Mountain
grown at over 4,000 feet
on a farm established over
200 years ago. Supplies
EXTREMELY limited.
Erna Knutsen,
President & Founder.
GREEN COFFEE IMPORTERS
Global
Customized Water
805.484.1589
www.globalcustomizedwater.com
98% of your product is
water so make sure
this essential ingredient is
the best it can
be. With over 30 years
experience Global
Customized Water can
handle all your
customized water needs.
WATER TREATMENT
Service Ideas
Incorporated
800.328.4493
www.serviceideas.com
Introducing the Signa-
Air Airpots: available
with Glass or Stainless
Vacuum Insulation, NSF
Certication and feature
snap-on avor indicator
tabs. Available in 1.9,
2.2, 2.5, 3 and 3.7 Liter
capacities.
AIR POTS
Espresso Me Service
877.215.0715
360.213.0715
www.espressomeservice.com
Espresso Me Service is
your one stop for sales
and service. We ofer
service on many types
of commercial espresso
machines and brewing
equipment in Washington
and Oregon.
ESPRESSO MACHINES
White Cofee Corp.
800.221.0140
718 204 7900
www.whitecofee.com
White Cofee creates
customized blends and
packaging for industry
leaders. Wide variety
of varietals and avors
available. Exclusive licensee
of Kahlua, Entenmanns &
MoonPie avored cofees,
Emerils and White Cofees
Organic Single Serve
Cofees. Fair Trade, Organic,
Kosher, NSF certied.
ROASTED COFFEE
CofeeCares
619.546.5400
www.tracktheimpact.com
CofeeCaresthe simple
cloud-based tool for
charitable giving and
reporting.
Save time and money
Easily create reports
Socially brand your
company
Increase employee
loyalty & retention
SUSTAINABILITY TRACKING TOOLS
CofeeCat Cofee Jewelry
206.795.5414
www.etsy.com/shop/
COFFEECATJEWELRY
Real Green Cofee Beans
in beautiful, hand-made
jewelry makes the perfect
corporate gift or give-away.
Wide selection of earrings,
necklaces, and more. And
every sale a percentage
of the item is donated to
projects at origin!
COFFEE JEWELRY
Grounds for Health
802.241.4146
www.groundsforhealth.org
Grounds for Health works
with cofee-growing
communities to establish
sustainable cervical cancer
prevention programs.
Together with our cofee
cooperative partners, we
break down the barriers
that stand between
women and preventive
care.
NON-PROFIT
Coffee Analyzers
775.850.4600
www.agtron.net
THE TOP ROASTERS
WORLDWIDE CHOOSE
AGTRON
Trust the consistency and
quality of your roasted cofee.
Made in the USA, simply the
most accurate and repeatable
Roast Analyzers available. And
remember, only an Agtron
reads like an Agtron. Support
and roasting instruction
provided by Carl Staub.
COFFEE ANALYSIS
Blendtec
1-800-BLENDTEC
blendtec.com/commercial
The new Blendtec Stealth is
the quietest, most advanced
commercial blender in the
world. With 42 preprogrammed
blend cycles, capacitive touch
controls and an online Blend
Wizard programming tool,
making the perfect blend has
never been easier!
Proudly Made in the USA
47

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Visit our booth #1037 at SCAA

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Visit our booth #1037 at SCAA

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