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Cofee improves lives
Water Quality
Essential for a Quality Cup
page 10
This Month:
12
Commercial Cofee
Brewing Systems
14
Training in the 21st Century
24
Social Media for
Small Business
www.CofeeTalk.com
June 2013
Vol. XXVI No. 6
See Cofee Fest
Listings page 28
8
The View
10
Water Quality
Essential for a Quality Cup
12
Commercial Cofee Brewing Systems
14
Training in the 21st Century
16
Retailer Success
Take Time for Training
18
A Master's in Cofee
18
Top 10 Tips to Avoid Expensive
Mistakes Before Signing a Lease
20
Crimson Cup Cofee House
22
Cofee Education
24
Social Media for Small Business
26
Newsbites
28
Advertiser Index
28
Cofee Fest Exhibitor Listings
Feature
Owners
Publisher/Advertising/Owner
Kerri Goodman-Small, ext 1 | 877.426.6410 | 206.795.4471
kerri@cofeetalk.com
Editor in Chief/Owner
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
Administrative
Administrative Director
John Newman, ext 4
john@cofeetalk.com
Social Media
Odyssea Rowe, ext 9
odyssea@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
is $72.00. Free to qualied industry professionals. Non-qualied requests may be rejected.
Publisher reserves the right to limit the number of free subscriptions. For subscription
inquiries, please call 206.686.7378 x1 or subscribe online at www.CofeeTalk.com.
Copyright 2013, HNCT, LLC, All Rights Reserved
WHO WE ARE
C
o
n
t
e
n
t
s
Professional
Memberships
14 Training in the 21st Century
24 Social Media for Small Business
12 Commercial Cofee Brewing Systems
Water Quality
Essential for a Quality Cup
Web Design
Justin Goodman, ext 6
justin@cofeetalk.com
4
June 2013
Publisher Assistant
Lynn Douglas, ext 8
lynn@cofeetalk.com
Editorial Support
Jessica Tanski
jessica@cofeetalk.com
Professional
Memberships
2013 Vita-Mix Corporation.
ITS TIME FOR
PEACE
UNSURPASSED DURABILITY. AMAZING CONSISTENCY. AND MASSIVE HORSEPOWER.
All blended together in one of the quietest blenders working on professional countertops.
THE QUIET ONE.

Amplify your drinks without the noise.

Visit commercial.vitamix.com for more information or
call 800-4DRINK4 for a dealer near you.
2013 Vita-Mix Corporation.
ITS TIME FOR
PEACE
UNSURPASSED DURABILITY. AMAZING CONSISTENCY. AND MASSIVE HORSEPOWER.
All blended together in one of the quietest blenders working on professional countertops.
THE QUIET ONE.

Amplify your drinks without the noise.

Visit commercial.vitamix.com for more information or
call 800-4DRINK4 for a dealer near you.
T
his July, we once again make our magazine
available to NGOs and non-profts to strut
their stuf. Our Making a Diference
issue is one of those times that we give over our
audience to those organizations that are working
hard for all of our beneft to improve the quality
of life for folks across the cofeelands.
It seems like only a couple of months ago that we
last published the Making a Diference issue for
2012 and now once again, here it is. But really, so
much has changed in our world that is making life
more difcult for smallholders:
1. Climate Change probably no other danger
to growers is more compelling. In this last
year it has become apparent that the tropics
have reached a tipping point in the advance
of adverse climate.
a. Te Andean range is losing its snow
pack at an alarming pace as the average
temperature range rises and reaches
into higher altitudes. Snowmelt is the
lifeblood of the lush growing areas
of the eastern slope of the Andes
throughout Bolivia, Peru, Ecuador, and
Colombia.
b. Te rising temperatures in the tropics
are causing shifs in the high altitude
atmospheric rotation, which is pulling
frigid air from the poles closer to the
tropics. (Tink Brazil, Tanzania, and
Mexico)
c. Another record hurricane season is
predicated in the Atlantic that not only
will potentially cause increased damage
to crops during the blossom season for
cofee, but more importantly, massive
destruction of infrastructure and
heartbreaking loss of life and livelihood
Calendar
Apr 27-May 5 Ka'u Cofee Fest, Ka'u, HI
Apr 28-May 1 ACF Central Regional Conference, Little Rock, AR
May 7-9 Australian International Cofee Awards, Melbourne, Australia
May 18-21 NRA Show, Chicago, IL
May 22-26 Thaifex, Bangkok, Thailand
May 23-26 Melbourne International Cofee Expo, Melbourne, Australia
June 4-6 International Food Exhibition, Guangzhou, China
June 5-8 Ultimate Barista Challenge, Surabaya, Indonesia
June 6-8 China International Food Industry Trade Fair, Beijing, China
June 7-9 Cofee Fest Chicago, Chicago, IL
June 7-9 World Tea Expo, Las Vegas, NV
June 23-24 SW Foodservice Show, Dallas, TX
August 1-3 Cumbre Latinoamericana del Caf, Puebla, Mexico
August 15-18 13th Annual Roasters Guild Retreat, Roanoke, WV
August 18-20 Western Foodservice & Hospitality Expo, Los Angeles, CA
August 18-20 Expo Comida Latina, Los Angeles, CA
in the tropics, as well as signifcant
disruption of shipping in the Gulf.
d. Te cyclonic monsoon rains so
predictable in the past are now fercer
and more variable, missing some parts
of the world and drowning others.
(Tink India and ultimately Central
America)
e. Te typhoon season in the Pacifc is
shaping up to pound Indonesia, the
Philippines, and Southeast Asia with
the accompanying massive loss of life
and infrastructure. Te coming typhoon
season is compounded with an El Nino
that is predicted to be neutral increasing
rainfall in the South Pacifc and South
China Sea (which may actually be good
news to the western coasts of Latin
America but not so good news for the
Andean snowpack.)
f. Continuing reduced moisture and rising
temperatures in the Sub Sahara is not
only threatening average rainfall levels
in the highlands of Ethiopia and Uganda
but also water levels in the Great Rif
Valley lakes. Food security is a rapidly
growing issue as populations have little
fexibility and resilience against sudden
crop loss and reduced fsh stocks.
2. La Roya (leaf rust) changing conditions
have facilitated the rapid expansion of
leaf rust throughout Central America
decimating the current crop and potential
future crops by weakening the cofee trees
vitality. Te potential that the United States
leading cofee supplying region may no
longer be able to support cofee growing on
a macro scale has become possible.
3. Te rapid consolidation of cofee
production into four major supplier
countries threatens to shif the
prioritization lesser supplier countries place
on cofee as an export product and instead
focus on internal consumption. Tis year
four countries (Brazil, Colombia, Vietnam,
and Indonesia) account for 67% of all the
cofee exported this year. Tis gradual
shif toward a small club of producing
countries is made more dramatic when
one considers that the next six countries
on the list represent 23% of the cofee
exported this year that is 90% of all the
cofee produced this year came from only
10 countries! Te potential threat this poses
to the international supply chain cannot be
overstated. Political unrest, natural disaster,
infrastructure collapse, food insecurity,
and other potential events can have an
immediate negative efect on both large
and small growers, and of course on the
reliability of the supply chain.
So this year there is much to consider. Te human
cost of these and other potentialities is dramatic
and terrible to consider. Te organizations both
large and small that will present next month are
on the front line of these and other causes. Please
tune in next month to learn about their purposes
and goals and if you are moved to action donate
money or time (or both) toward them. Tey are
the heart of our industry.
As in past years, the organization that has the
most click-thrus from their article to their
website will receive a $1000 cash donation from
CofeeTalk Media so get clickin.
Kerri Goodman-Small & Miles Small
The View
8
June 2013
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.

10
June 2013
Water Quality
Essential for a Quality Cup
by Jessica Tanski
T
he water pot bubbles to indicate that its contents are ready, the flter is
perfectly in place, and your favorite Chemex, Hario, Melitta, or other Pour-
Over brewer awaits underneath. Ready? Pour!
Te pour over method is becoming widely adapted around the world. From chain
cofee shops like Starbucks to independent cafes, the pour over method is being
utilized to its full potential with growing popularity. Tis method also allows java
junkies to craf a cup of cofee at home with a gourmet cofee shop feel.
However, while the method itself seemingly looks easy, its looks can be deceiving.
Tere are many factors and variables that need to be taken into consideration to
ensure the perfect pour over brew. Te most important variable: water.
When dealing with water, it is important to note that everyones water is diferent.
And I am not just talking about between cities and across states. You can live in
the same city and still have diferent water than your competing cofee shop just
three city blocks to the north.
Ronit Erlitzki, a marketing professional from Selecto Scientifc says, Since the
water path to everyones faucet is diferent, everyones water quality is diferent.
Tis leads me to my biggest argument. Since every cofee shops water is diferent,
one single machine will not conform to every shop. It is extremely important to
get your water tested to see what is hiding in your water. It is the most important
thing to getting a good pour over brew. Tere are a few ways you can do this.
Scott Guglielmino, a product manager from La Marzocco USA says, Never
purchase a flter or a water unit from someone who has not tested your water.
How will they know what they are fltering for? Guglielmino is the leader of the
water team at the company and will be speaking about the interactions between
water and cofee at the Nordic Barista Cup in September.
Tim Hibbs, a business development expert with OptiPure suggests making a
simple phone call to your water company. It is the best way to get a year-round
snapshot of specifc minerals, water characteristics, and seasonal changes.
OptiPure prefers to use a Hach Titration Kit, called Total Hardness Test Kit,
Model 5-EP when specifcally looking for the mineral content in water. It is
ofered on the Hach website for under $30.
However, Hibbs continues, Water chemistry is a complex blend of physical and
chemical reactions between the contaminants in each water source. Terefore, it is
important to look at the whole picture rather than only a portion.
Scott Burris from Pure Water Technology of South Louisiana suggests a total
dissolved solids (TDS) test. Tis is a test that will weigh the total amount of
dissolved solids, i.e. any minerals, salts, metals, etc., dissolved in your shops
water. If the TDS level is high, this tends to generally mean that the mineral
content is high, but not in every situation.
Afer fguring out what minerals and contaminants are in your shops water, it is
best to contact a professional to see which system is best for your water. Some
shops would be better with a reverse osmosis unit, others some kind of fltration
system.
Philip Fralix, a Certifed Water Specialist by the Water Quality Association, who
has more than 40 years in the water treating industry, makes a highly notable yet
simple comment. He says, Not one system will solve all of the problems.
Afer bombarding you with all of those technical terms, you are probably asking:
well, what kind of water quality is needed to ensure a good pour over cup of
cofee? Unfortunately, it is just not that simple. Some of these water variables
depend on the preferences of the cofee shop.
Te Specialty Cofee Association (SCAA) created water standards that they deem
necessary for a good brew. Te odor and color are the two things that you can
ensure without any testing. Te water should be odor-free and the color should be
clear. Te chlorine content must be 0 mg/L. As mentioned earlier, total dissolved
solids are important. Te target goal should be roughly150 mg/L. Te acceptable
rage for TDS is somewhere between 75-250 mg/L. Te calcium hardness should
be about 4 grains or 68mg/L. Again, the acceptable range here is between 1
and 5 grains. Te SCAA recommends the total alkalinity to be at or near 40
mg/L, the pH level to be at about 7 with a half a point range, and the sodium is
recommended to be at or near 10 mg/L.
Roy Parker, the senior marketing
manager at Everpure says, Some
minerals are good for cofee. It gives
it favor. Do not use distilled water,
ever. Minerals also help with the
extraction of the oils from the cofee
grounds.
Minerals act as a bufer, it keeps the pH levels in line.
Te lower the pH level, the more acidic the water is. Te
lack of minerals in the water will over extract the oil
from the grounds, especially in the pour over method.
If you extract too much oil, you will get bitter cofee and
you will actually be able to see an oil slick on top when
brewing your pour over cup of cofee. Too much mineral
content and you can end up with under extraction. Tis
means you are not pulling out enough oil, which leads to
a weaker cofee. Finding a balance depends on mineral
content and cofee shop taste preference.
In the pour over method it is evident that shops
must treat the water before brewing. Te pour
over is not similar to an espresso machine in that
the machine itself helps with the fltration of the
water. In a pour over, the water is brought up to
temperature and then simply poured over the
cofee grounds. Tere are companies that ofer
systems to accommodate water preferences.
Parker suggests, Depending on your input water, depends on which system to
use. A reverse osmosis unit with a blend capability is a good choice. Without the
blend, it will take out all of the minerals. A blend feature allows you to maintain
the minerals you want.
Fralix, from MAVEA recommends their PURITY Quell ST flter. It is A single
customized flter medium that targets ions in the crude water that cause lime scale
build-up. It results in partial demineralized water for use in areas where carbonate
hardness levels may be considered too high and the added mineral content in the
water is not considered critical.
Tis flter system comes in three diferent sizes and capacities depending on what
the cofee shop is interested in and what their cofee output is.
Global Customized Waters best asset is our ability to educate the customer to
show them the most cost efective solutions that retain their customers and give
them a return on their investment. Any water treatment system should make you
money, not cost you money, says Global Customized Water representative, David
Beeman.
Global Customized Water ofers a complete line of equipment to enhance and
improve the taste and quality of water for the pour over brewing method. Te
company ofers reverse osmosis systems, carbon flters, water sofening, no salt
water sofeners, and even custom water formulations.
Beeman continues, At Global we customize to the customers needs at the lowest
cost of ownership in the industry. Globals products can be installed and serviced
by anyone, they are just that easy.
At Global Customized Water, they utilize water analysis to specify based on
1-product quality 2-equipment protection 3-customer retention. Beeman says,
In this competitive environment a better tasting cup of cofee keeps the customer
coming back and the right water makes an incredible diference in the favor of
the cofee.
OptiPure provides Blended Water Systems (BWS) that allows the customer to
dial-in the precise TDS they desire in their water. Hibbs also recommended,
Additionally, ScaleX2 is a non-chemical scale inhibitor that allows the Calcium to
remain present in the water for good extraction, while minimizing potential scale
problems with the equipment.
Coming from a company that distributes espresso machines, Guglielmino raised
the awareness and importance of ethics for the buyer of water fltration systems.
Te Water Quality Association published a Code of Ethics with marketing
guidelines; a trade association for water fltration manufactures. Tere are a
number of bullets that the buyer should be made aware of to avoid being misled
into purchasing a unit that may or may not be suitable for their water.
While this article focuses strongly on the pour over method of cofee brewing, it
is also important to mention that specialty teas are also making their way to cofee
shop menus. Like cofee, tea is made up of about 98 percent water. Tus proving
that water quality for tea is just as important as cofee. With the season soon
turning to summer and iced cofee quickly growing in demand, the quality of
water for ice is also important to guarantee a nice frosty glass of iced cofee.
As the pour over method of brewing cofee is rapidly growing in popularity, cofee
shops must keep up and make sure that the water they are using is up to quality
standards.
A perfect specialty coffee requires the right water hardness for the best extraction, taste and
aroma. An expensive espresso machine requires control of the water hardness to protect it from
damaging limescale. The Everpure

Claris

Filtration System by Pentair

gives you both.

Innovative 5-stage filtration and carbonate hardness give you premium quality water ideal for brewing
Exclusive Duo-Blend

technology gives you precise hardness for perfect extraction

The result is specialty coffee with perfect crema, full flavor and pleasant aroma, along with brewing
equipment protection from mineral scale that can cost you money in maintenance and repairs. The
Everpure Claris is precisely what youve been looking for.
Contact us for a free water test at watertest@everpure.com, visit www.everpure.com or call 800.942.1153.
Premium quality water with a twist of the wrist.
THE NAME
IN PRECISION
HARDNESS CONTROL
EVERPURE

CLARIS

Official water filtration of the

World Barista Championship
Everpure by Pentair
WWW.PENTAIR.COM
Ad_EverpureClaris_rebranded.indd 1 10/26/12 11:04 AM
A perfect specialty coffee requires the right water hardness for the best extraction, taste and
aroma. An expensive espresso machine requires control of the water hardness to protect it from
damaging limescale. The Everpure

Claris

Filtration System by Pentair

gives you both.

Innovative 5-stage filtration and carbonate hardness give you premium quality water ideal for brewing
Exclusive Duo-Blend

technology gives you precise hardness for perfect extraction

The result is specialty coffee with perfect crema, full flavor and pleasant aroma, along with brewing
equipment protection from mineral scale that can cost you money in maintenance and repairs. The
Everpure Claris is precisely what youve been looking for.
Contact us for a free water test at watertest@everpure.com, visit www.everpure.com or call 800.942.1153.
Premium quality water with a twist of the wrist.
THE NAME
IN PRECISION
HARDNESS CONTROL
EVERPURE

CLARIS

Official water filtration of the

World Barista Championship
Everpure by Pentair
WWW.PENTAIR.COM
Ad_EverpureClaris_rebranded.indd 1 10/26/12 11:04 AM
12
June 2013
by Lynn Douglas
T
he commercial cofee industry is hotter than ever. Cofee machines that were
once only seen in restaurants have migrated over into the everyday ofce and
home setting. Te reason is, commercial cofee makers are much more reliable
over longer periods of time and brew a much better cup of cofee. Commercial units
brew cofee at an optimum brewing temperature (10-20 degrees hotter than the made-
for-home models) extracting the cofee grinds to maximize taste. When it comes to
buying commercial cofee makers, you begin to understand that it is a big industry
and the process can be overwhelming.
Te frst step is to research the various models and fnd the type of commercial cofee
brewer that will best serve your needs. Technological advancements have improved
brewing precision. Cofee can be created using exact specifcations by just turning the
dial or pushing a button. Tese commercial cofee brewers can also be set to perform
tasks automatically.
Several commercial cofee brewers, most of whom are pioneers in the industry are all
launching new products that cater to specifc needs, including: FETCO, Bloomfeld,
Wilbur Curtis, Brazen, and Brew-Tek.
Curtis and the Gold Cup
Te Curtis Gold Cup (CGC) stands alone among open
source single brewers. Te CGC Brewer uses advanced
technology to ensure the perfect gold cup standard of cofee
and is very reliable, said Brant Curtis, Marketing Director at
Wilbur Curtis. With a touch of a button, the brewer is pre-
programed with exacting recipe settings. A group of twenty
can walk up to a barista and this machine is able to brew a
volume batch of gold standard cofee. Tis G4 controller is
much more than a fashy screen. Using the most advanced
manufacturing and programing processes, it is able to
exactly control water temperatures, water fow rates and water pulse sequencing to the
millisecond. In addition, the user also has the ability to completely customize their
own recipes. Tis machine will brew 12-20 ounces in a few minutes. With smaller,
precisely controlled brew volumes, higher quality cofees and varietals may be ofered
at a more proftable price point. An economical feature is the ability to brew one cup
at a time during non-peak hours, which eliminates the waste factor said Curtis.
Curtis has taken cofee brewing technology to new heights with the Generation Four
Gemini with Intellifresh, a digitally controlled and automated system that uses gentle
warmth to ensure the cofee stays its freshest, even when it is moved to a remote
warming station. Tis twin headed unit is designed to keep cofee at an optimum
serving temperature without degrading it, said Curtis. It is like an electric blanket.
Te G4 digital control is fast and features intuitive controls that make it easy to achieve
the best cofee possible by allowing complete control over temperature, time, volume,
pre-infusion, pulse-brewing and water bypass. Pre-set, one-touch global recipes
account for cofee type, grind and weight to help simplify the brewing process while
delivering gourmet results. Tis cofee maker from Curtis takes the guesswork out of
cofee: Press brew and it will remember to brew that golden cup of cofee in a large
batch, every time, said Curtis.
FETCO adds Intuitive Touch Screen
FETCO, one of the foremost commercial cofee
brewing equipment manufactures in the world is
re-launching their CBS-2130-XTS Series Airport
Cofee Brewer in August, now with an intuitive
touch screen. We listened to our customers and
went back to the drawing board to re-design this
brewing system. We are pleased with the outcome,
said Vince Kendzierski, Director of Marketing with
FETCO. Our consumer is typically the convenience
stores, cafeterias, and specialty cofee shops. We are a perfect hot beverage solution
for high volume self-service environments. Te
unit is small and compact making it an ideal choice
for break rooms, cafeteria countertops and lobby
service areas. Tis brewer is engineered for smaller
batch dispensing and is available in 1 gallon and 3
liter confgurations.
Bloomeld is Back
Bloomfeld, a long-time innovator in the industry,
is introducing its Dual Automatic Termal Cofee
Brewer. Tis brewer will allow the consumer to
brew cofee that is reliable and serve the needs
for high volume, said Greg Lofer, VP Sales and
Marketing at Bloomfeld. Tis electro-mechanical
brewer may be considered traditional, but its
superior engineering and proven technology is
timeless. Tis brewer will deliver an exceptional cup
of cofee every time. Te two brewing volumes of
1 gallon and 1 1/2 gallons will accommodate fuctuations in demand. Teir exclusive
design allows for easy access and makes for quick, efcient service. Te ready to
brew light indicates the proper water temperature to help eliminate the guesswork
in brewing. Te premium quality thermostat has a full-length stainless steel sensing
bulb that recognizes water temperature accurately and cycles less frequently. Te
independent front-mounted hot water faucet allows drawing of hot water without
afecting cofee taste or brewing cycle. Te superior spray head design spreads water
over the cofee grounds creating agitation and a foating action that completely
saturates the cofee to capture the full, rich essence of every bean.
Brew-Tek
Brew-Tek has come out with yet another dependable,
economical and reliable commercial cofee brewer. Te
ADJD-3 will be on the market in June and features 3
buttons on the front allowing the consumer to have a
brewer that is easy to operate. Te beauty of this brewing
system, is that you can use the same packet of cofee to
brew 3 diferent types of cofee: mild, medium or bold,
according to Steve Hyde, national Sales Manager with
Brew-Tek. What it boils down to is choice and bulk
brewing. Tat is what we believe makes more money for
the client and choice for the consumer.
Brazen an Automatic Pour-Over Solution
What started out as a way to brew a better cup of
cofee has turned into a passion for Joe Behm, owner
and inventor of the Brazen cofee brewer. I took a
look at what was available on the market and knew
we could do better, said Behm. Te Brazen took
four years to complete, but has received rave reviews,
including the 2012 Peoples Choice Award from the
SCAA and is Amazon.coms #1 cofee brewer. Te
Brazen is sold through Boyds cofee, one of the oldest
family owed cofee roasters in the USA. We were quite
pleased with what we have achieved, said Behm. We
have brought something new and innovative to the
market and we believe we have succeeded. Te Brazen
incorporates patent-pending temperature calibration
technology, coupled with proven techniques such as
pre-soak features, precise and accurate water delivery
temperatures to combine for the ultimate custom brewed cofee. Te Brazen puts you,
the user, in control of the brewing and temperature process. Most cofee makers dont
allow the customer to change the brewing temperature of their cofee, said Behm.
Before introduction of the Brazen, there were no consumer versions available with
a pre-soak function and almost all had poor extraction due to poor design of water
dispersion.
One of the key aspects of well-brewed cofee is making sure the grounds are evenly
saturated. Unlike most home brewers, which drip from the middle, Brazen saturates
the grounds in a shower of hot water, at the right speed and the right temperature.
Why is temperature control so important? Having control over the brew temperature
enables you to decide at what temperature you would like your cofee brewed.
Diferent brewing temperatures extract diferent favors from the grounds and can
greatly afect the character of the cup. We are the only brewer on the market that
can store your memory and data. For example, since no single brewing temperature
is right or perfect, hotter may not always be better. In simple terms, being able to
choose the brewing temperature gives you control over the favor of the cofee because
the temperature afects how much is drawn from the grounds. Draw too much and
it is bitter, draw too little and it is weak. By adjusting the grind, the quality, and the
temperature you have greater control.
Other features include a manual water release for teas, a pre-soak and adjustable rest
time, and altitude correction. It is going to be the gauge that others are judged by
because the user has complete control of the temperature, says Behm.
We are proud of what we have achieved. Te Brazen was designed to meet or exceed
the SCAA Gold Cup Standard. Be on the lookout for new products on the market. We
will have 3 new products on the market in the next 1-2 years. We want to be the leader
in doing things diferently but with precision and accuracy.
Everybodys taste in cofee is diferent. Tis brewer was designed to be a leader and
cost efective, allowing everyone to drink a great cup of cofee at an afordable and
economical price. For me, all that matters at the end of the day is that I have given
people the opportunity to have their own journey in cofee. I love what I do, for me its
a passion! What else sets the Brazen apart is their quality and customer service.
Whichever cofee brewer you choose, keep in mind, it is important that you make
the right choice for your business needs. Any one of these brewers will be a worthy
investment that will deliver a steaming cup of java every time!
Commercial Cofee Brewing Systems
Showcasing the Latest Products
13
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14
June 2013
Training in the 21st Century
by Mark Dallmeier
C
orporate training departments face an increasingly daunting task.
Not only because they are attempting to train and educate senior and
middle-age adult learners who, throughout their career, have been
forced to participate in class room, online or video based training that is not
engaging, not stimulating, inefective or is not even close to the reality of what
is experienced on the job but because every year younger, more tech-savvy,
electronically wired workers enter the workforce changing the functional
dynamics of the workplace and how employees are trained.
Training departments are attempting to recruit, retain, and develop cross-
generational workforces who ofen learn through diferent modalities and at
diferent paces. Te level of difculty in recruiting, retaining and training the
right type of talent for the right roles are growing, due to multigenerational
workforces.
A growing percentage of younger workers desire to learn on the job, instead of
sitting in a classroom listening to a teacher, or reading curriculum and studying.
But this is not ground breaking news; we have seen this trend growing for the last
10-15 years. 10 years ago, the Saratoga Institute completed a multi-year survey on
employee turnover. Over 60 percent of employees reported that they lef their job
because of a lack of feedback and coaching. How many organizations within the
retail and cofee industry have actually mastered the onboarding, mentoring or
coaching process for new hires?
Companies like Starbucks have implemented a variety of training and coaching
models over the years. Caribou is well known for its educational and training
system and has historically created a workforce that is revered. But how do
organizations truly win the war for talent and how do they educate such a broad,
diversifed multigenerational workforce?
Younger workers think, behave, act, and learn diferently because they have been
programmed to interact with information, knowledge, and each other using the
internet, computers, devices, and games. Tey like being challenged and they like
fguring out answers to questions or overcoming challenges on their own (if they
are rewarded for doing so) or in a team environment but only if they can pick
their own team.
Tese workers are not intimidated by electronic devices or computer applications
unlike a large percentage of the baby boomer workforce they are quick to master
devices with little training, they are comfortable communicating and connecting
with others electronically, and a growing percentage of these workers have been
trained to use computers to help them study, complete research, and learn.
K-12 schools are using computers and educational games to help educate and
form the minds of young students. Using games to infuence or accelerate the
development of rote memorization skills or learning is starting earlier that
kindergarten. ABCmouse.com is an online early learning academy that uses
games, simulations, and other methods to help preschool kindergarten children
to master color/art/music/reading/math/science and other topics.
I ofen hear many older workers and managers talk about their young peers
saying that Teir minds are wired diferentlythey are always on the phone,
on devices, constantlythey understand this tech stuf. I also hear these same
workers complain that younger workers lack verbal communication and critical
thinking skills, are too brash and rush into tasks, or ofen try to feel their way
through a problem before asking for direction and help or researching the topic
or issue before diving head on into the situation.
Is this behavior due to a lack of training or life experience or a lack of coaching
and mentoring? Or could it simply be the new normal a growing trend within
a younger workforce that is manifesting because of how technology and the
Internet are used as a crutch to replace a disciplined training and educational
process?
How are corporate training departments going to address this new normal while
still supporting baby boomer and Generation X workers? In my opinion, we
must face the reality that our legacy approaches to employee training and even
recruiting, rewarding, and retention must be examined and re-architected.
A week ago I was at a business conference where Hewlett Packards COO Bill
Veghte and K.C. Choi HPs Vice President, Americas Solutions Architecture,
were speaking about the velocity of technological change and how it is impacting
companies and workers globally. K.C. Choi referenced many quotes from author
Nicholas Carr who is one of the most prolifc authors of the 21st century. He has
become one of a handful of authors who observes the impact of technology on
society and constantly challenges and questions the status quo when it comes to
the usage of the internet and technology in our world.
In Carrs 2008 article, Is Google Making us Stupid? (http://www.theatlantic.
com/magazine/archive/2008/07/is-google-making-us-stupid/306868/) his main
argument is that the internet might have detrimental efects on cognition that
diminish the capacity for concentration and contemplation directly impacting
our ability to think critically, study, retain information, and perform over time.
Internet connected devices and computers have absolutely impacted 1) how
people access and think about information, 2) how they use that information in
their daily lives 3) how they use information and technology to behave, navigate
and function within our society to learn.
Corporate training departments need to harness the power of the Internet, mobile
devices, tablets, and even games if we are to efectively infuence and train the
next generation of workers. Rote memorization is the foundation of mastering a
game. Fun and rewarding games and simulations can be used to recruit the right
type of workers with the right types of skills. Tey can be used to help employees
master the basics of food service, safety, recipes, or even up selling and cross
selling.
We can have blended training modalities operating within the same learning
framework and experience! Young workers need help in developing customer
service, communication, critical thinking, and coaching skills. Competencies
that baby boomer and Generation X workers have developed over the last 20-40
years. A blended approach to training and coaching through gaming and live
simulations (accompanied by digital materials accessed on any internet enabled
device) can be designed so young workers can master the basics by leveraging
(and sharing) their tech savvy skills while baby boomers and Generation X
workers can leverage and share their communication, coaching and critical
thinking experiences with younger workers through these games or live
simulations.
As I said earlier, corporate training departments face a daunting task!
Re-architecting or transforming a corporations approach to training takes a
big commitment. But lets face it, the problem of training employees in a highly
productive, cost efective, and scalable way is not going away it will only get
larger as more young workers enter the market if we dont face the issue head on.
If a company is attempting to re-architect its approach to training I would
suggest: 1) frst focus on integrating the use of technology, gaming, the internet
and social networks into your assessment and recruiting process this an area
that is easy to measure and easy to quantify the impact; 2) develop a rewards
strategy that can be implemented and managed through technology this enables
you to implement changes that impact all employees in a positive way; 3) lastly,
re-architect how you can implement a blended training experience that helps
integrate multigenerational team members down to departmental or customer
levels using games, online learning, digital materials, and live simulations (group
role playing, learning or sharing).
Tis suggested approach should help to rapidly educate and ramp up new hires
as they enter the workforce and is expected to reduce turn over and improve
employee productivity while creating a well-rounded multigenerational
workforce.
Mark Dallmeier is the co-founder of LifeGames, creators of
BaristaLife a new social game for the cofee industry
(www.baristalife.net). Mark has co-founded a number
of sofware and services companies, is a well known
management consultant and has held Chief Executive,
Marketing, Strategy and Sales roles within multiple
companies.
North America: +1 877-256-8873
Latin America: +1 952-984-3617
Europe, Middle East, Africa: +41 227032816
Asia, Australia: +65 62951112
www.commoditypricerisk.com
Cargill Risk Management
creates customized pricing solutions
to meet your business needs
Serving customers in 60 countries across 55 commodity markets
2013, Cargill, Incorporated
16
June 2013
Take Time for Training
by Greg Ubert Crimson Cup Cofee
T
horough and
comprehensive
training for both
owners and baristas is
one of the most critical
factors in starting and
running a successful
cofee house. Training
sets your cofee shop
apart. A lot of places
serve a good cup of
cofee. Yours must be
better. Training is where
better begins.
Too ofen, new owners believe they can start with a free drink preparation
course from an equipment manufacturer or learn on the fy during their frst
weeks of operation. Tey think they know everything there is to know about
running an independent cofee house because they have read a book, watched
a video or attended a cofee conference. Whenever I hear this, I know
immediately that this future cofee house owner is headed for trouble unless
we can change their perception. Tink about it. Have you ever mastered any
subject just by reading a book or watching a video? Or learned a complicated
process while under pressure in an environment that is full of distractions?
In more than 20 years of working with independent cofee shops, I have
learned that customers who complete a comprehensive training program
experience substantially greater sales while decreasing their start-up costs.
Tis program should cover more than just making a great espresso-based
drink. It should educate the business owner in everything from A to Z
about running a cofee house, from pre-build out to post-grand opening. It
is a tall order to master all the elements of running a small business while
simultaneously learning the nuances of the specialty cofee business. My
advice: do not go it alone.
Here are some of the essential elements to cover in training to operate a
successful independent cofee shop:
Learn the dynamics of cofee. Begin with quality beans their origins and
characteristics. Find out what goes into cofee quality, and why it is so
important to the success of your business. Todays specialty cofee customers
are knowledgeable and discriminating in their tastes. You must know how
to source and serve the best to attract a loyal following. And you must know
how to discuss cofee with your more knowledgeable customers.
Understand the layout of the cofee bar. I cannot stress enough that
equipment must be placed in its most efcient location. Tis is vital to
serving customers quickly, while minimizing barista and cashier movement.
You cannot have them tripping over one another. You must have a place
for everything and keep it there to maintain consistency from shif to shif.
It is all about muscle memory, knowing where to reach for things while
not really having to think about it. You should almost be able to do the job
blindfolded.
Understand the equipment. Whether its your cofee brewer, espresso grinder
or the actual espresso machine, its important to know what each machine
does and how it works so that you can serve a consistently wonderful
beverage every time. You also need to learn proper equipment care and
maintenance. Remember that you will be out of business at least temporarily
if your espresso machine malfunctions due to improper maintenance.
Learn proper drink preparation. Making espresso manually is an exacting
skill that requires precise timing. A good training program walks the owner
and baristas through the brewing process to help them understand what
happens to the cofee at every stage of preparation. Toroughly trained
baristas should be able to recognize problems in the brewing process by
taste. Tey should be able to determine what part of the equipment and
brewing process is not making the grade. Drink training should teach SCAA
standards and should cover, at minimum:
Workings of the espresso machine
Water quality and its temperature
Freshness of the cofee
Grinding, dosing, and tamping the cofee
Brewing and pulling the perfect shot
Steaming and frothing the milk
Dosing syrups and chocolates
Pouring and serving the drink to the customer
Standard drink recipes
Hand-poured brewing methods
Proper iced-drink techniques
Proper frozen-drink techniques
Practice. Practice. Practice. Focus on making great drinks and satisfying the
customer.
Train everyone on your staf the same way. Customers expect consistent
quality no matter who is preparing the drink, so everybody should be using
the same technique. Even if you hire experienced baristas, they must be
trained in your drink recipes and to follow your quality standards.
Focus on customer service. Cofee drinkers are looking for more than
just great cofee when they visit your cofee house. Many seek a sense of
connection and belonging, a way to relax and relieve stress. Cofee drinkers
can be a fnicky crowd, so baristas must be trained to handle special
requests with ease and grace. Cofee houses succeed when friendly baristas
and cashiers remember customer names, standard orders, and yesterdays
discussion.
Brush up on business skills. From marketing to supervising employees to
ordering supplies and more, you are in charge. Make sure you are prepared
to manage all the backroom functions that will keep your cofee business
in business and dont throw that business plan out the door once you start.
Review the business plan at least once a month to ensure you are on the right
path to success.
Learn from industry experts. Look for trainers who not only know what they
are doing, but who also know how to teach their skills to others; and have a
true passion for cofee and for service.
Initial training, ideally comprehensive cofee house training, begins of-site
before your store opens in a more classroom type setting. Additional training
on-site in your location during the week of opening will give you a better
understanding of how to operate your machines, use your cofee and supplies
and learn the layout of your cofee bar. You should devote several days to
training, and your trainer should stay on site at least through opening day. In
fact, it is best if you can have an expert at hand for the frst week of operation.
Retrain as needed. Over time and with employee turnover people can slip
into bad habits without even realizing it. Refresher training at least every 6
months helps everyone get back on track again.
My experience has shown that cofee shop owners who make training a
priority create greater success with fewer headaches. Tey have more loyal
customers and happier employees. Te bottom line: time in training is time
well spent.
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.
17
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18
June 2013
T
his month we will be
focusing on Tip 5 in our
10 TIPS to Jumpstart your
Caf series.
Now that you have the language of
your brand, your space layout, and all of
your research complete (from Tips 1-4),
we can integrate that dynamic experience
into the physical space. We defne a
dynamik experience as a sustainable,
delectable, workable and memorable experience designed for humans, desks,
dogs, menus, and mannequins. An all-inclusive experience is the result of
a 360 degree viewpoint, which means knowing how to create a space that
achieves the right feeling when someone arrives for the frst time.
Te language of your brand
determines the language of your
material palette. Tis includes the
psychology of materials relative to
the human experience, color and
pattern trends, location vernacular
and preferences, material
availability, and budget. All of
these physical considerations will
be overlaid and analyzed based on
your brand story and guidelines,
logo mark, and taglines. Whether
you are looking to launch a new
concept or refresh, these areas should
be reviewed relative to your brand.
Your brand does not stop with your
name, website, and logo, it follows
through in everything a customer
sees, hears, touches, and smells. Te
color and materials of the interior
and exterior architecture and signage
are important to consider. Fabric, tiles, artwork, murals, fooring, lighting,
seating, and table types should all correspond and relate to your brand.
DYNAMIK projects such as TJs Deli (refresh),
Te Spot (new concept), and Fanajeen (new
concept) have seen a marked value in creating a
unique experience relating to their brand and
bringing customers back again and again. Tis has
a substantial impact on ROI due to price/value
perception. Your space is your package and must
be created just as rigorous as your brand and logo.
Working with an expert in brand space creation is
well worth money and time for a successful long
term caf.
Having a well thought out brick and mortar experience is the basis for
customers returning consistently and creating the greatest value for your
products.
Our 10 Tips Jumpstart Caf pocket books allow you to write your thoughts in
one complete booklet and it also prompts questions to consider. 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: http://magazine.cofeetalk.com/june13-branding-tip/
A Masters in Cofee
Part 5
I
t was true when they told us
that afer the frst break time
would fy. Tis past month
went by incredibly fast. My parents
came for a visit and we were able
to travel around the various scenic
and charming places of the Amalf
Coast. My parents also had the chance to stay a few days here in Trieste. It
was nice to show them where I have been living and introduce them to some
of my friends from the Masters. Being cofee growers in Guatemala, it was
a unique experience for them (as it was for me at the beginning) to meet a
group of people from diferent countries and with diferent backgrounds,
where the conversation revolved around the topic we all have in common:
Cofee.
As we continued the segment on cofee and economics this past month,
we had a class with Dr. Omar Merlo, a Professor from the University of
Cambridge, who taught us about marketing strategies. Moreover, we had the
opportunity to spent a day at the MIB School of Management here in Trieste,
where we received a class with Wendy Wan on Chinese consumer behavior.
Tis was an extremely interesting class as we learned about the expanding
middle and upper class in this rapidly developing consumer market and
manufacturing powerhouse. I enjoyed that the lesson strayed away from the
typical textbook defnitions of Chinese culture and we analyzed the culture in
a behavioral, social, and psychological level based on her studies and real life
experience.
We have also begun to receive a risk management class where we started by
reviewing basic accounting concepts, and then, quickly advanced to learn
about types of risks businesses face, hedging techniques, and other topics
concerning options, forwards, and swaps. As many other lessons we have
received, these concepts concerning risk management and the stock market
are fundamental knowledge to have when working in our industry; and I am
happy to be acquiring a deeper understanding on the topic (Even though I
think this will be one of the most challenging fnal exams).
In our Strategic Management class, we had the opportunity to analyze a few
cases of diferent sized and structured companies that operate in the cofee
industry such as Nespresso, Illy, Starbucks, Juan Valdez, and Dimbulah. I
greatly enjoyed this class because we examined growth strategies that the
companies have applied; the opportunities and challenges of growth; and we
discussed and evaluated future strategies that the companies could engage in.
In addition, we deliberated on the topic of entrepreneurship and the qualities
needed to start a business. I think this was an imperative topic to address
because our class in composed of incredibly talented and smart individuals
that I believe have great potential to be successful in anything they do,
including starting and building businesses.
Tis last month will be extremely busy as we fnish our last classes, study for
our fnal exams, begin to prepare our thesis, and try to seize the last moments
we have here in Italy. It is sad to be getting to the end; I will defnitely miss
seeing everyone everyday.
Ciao,
Ashley
Ashleyprentice01
by Ashley Prentice
19
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20
June 2013
Want to brush up on cofee shop basics? Are you just starting out in the
industry and need expert advice? Well, look no further than Crimson Cup
Cofee Company. Tese guys wont just consult and teach you how to be
successful; they will demonstrate everything you need to know in their own
cofee shop and roasting facility. Lets hear from Crimson Cups marketing
director Melissa Rogner
V. Hi Melissa! Please give us a general overview of what Crimson
Cup Cofee Company does.
R. Hi Max! Our main focus is to supply the necessary tools for independent
business owners to open up their own cofee houses. We provide hands-on
training and consulting with business plan development, fnding locations,
and setting up the right layout and equipment. In addition to that, we have
Retailer / Roaster Profile:
Cofee House Basics and Way Beyond
Crimson Cup Cofee House
4541 North High Street
Columbus, Ohio 43214
(614) 262-6212
Melissa Rogner
www.crimsoncup.com
questions@crimsoncup.com
by Maxim Vershinin
our own cofee house. We have opened it in 2007 in Clintonville, OH to fully
understand and wrap our heads around the cofee shop business, so that we
knew how to teach and train independent business owners who want to be
successful in the cofee industry.
V. What is unique about your own shop?
R. What is really unique about Crimson Cup Cofee House is that we
consider it as a test kitchen, where we regularly try new things with our
customers to better understand the science of our industry. We test trends,
techniques, and equipment to be successful before we roll them out onto our
community. Tis way, we constantly get an insight from our customers about
what they like. For example, we try diferent brewing methods. About a year
ago, we created a brew bar in order to be able to ofer pour-over cofee, and
we have begun to share it with the community.
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Gentle, dust-free, energy-efficient conveying
of fragile coffee and tea with no separation
of blends
Single or multiple inlets and outlets allow a
wide range of layout configurations
Comprehensive range of components
4 and 6 in. (100 and 150 mm) diameter Discs
on Galvanized or 304/316 Stainless Cable
Sanitary Systems including Nylon-coated or
Uncoated Stainless Cable, and CIP accessories
Ideally suited to gently convey green, roasted and ground coffees, and all forms of tea and tea blends,
FLEXI-DISC Tubular Cable Conveyors are fully enclosed, preventing dust and product contamination.
Gently slide coffee and tea
through smooth stainless
tubing horizontally,
vertically or at any angle,
to single or multiple
discharge points
Offered as stand-alone conveyors, or as
engineered, fully automated systems integrated
with new or existing process equipment
N
E
W
Rugged cable/disc assemblies in 4 and
6 in. (100 and 150 mm) diameters
offered in sanitary and industrial designs.
System shown with (right to left):
Automatic Cable Tensioner;
Bag Dump Station; Clear
Inspection Tubing; and
Drive System with motor,
gear reducer, drive wheel
and discharge housing.
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B
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BB-0729 MoveCoffeeTeaGently_CoffeeTalk_0613_052213_21x7in_BB-0729 5/22/13 5:16 PM Page 1
V. What are some ways that you teach others?
R. We teach what we call our Seven Steps to Success program. Tese Seven
Steps are all pieces and parts that help the business owner to be efective
-such as how to choose the right location, equipment, ingredients, and
team among others. It might sound pretty basic, but when we start training
people that have an existing job not related to cofee, or when we retrain
current business owners, we fnd that many of these things seem to have been
forgotten. For example, maybe the portion sizes got out of control and no
one notices, or the fact that the menu has a drip cofee listed frst instead of
an espresso-based drink. In a nutshell, we teach to our 7 steps to success in
terms of opening and maintaining a proftable cofee shop business.
V. How many cofee shops do you currently support?
R. Right now we support about 260 independent business owners who run
their own cofee shops; however, we are not a franchise. We dont have any
franchise fees or royalty. We provide true support free of charge.
V. Where and how does the consultation process take place?
R. We do it two diferent ways: We bring people here to our main roasting
facility to train and teach them, or we go on-site to where they are located.
We have a training manager here that travels if needed to ofer permanent
support and education to make sure that every one of our businesses stay on
track. We also invite business owners to come in and visit our roasting facility.
Tere they can see where our passion lies and how we have the structure for
support. Ten we take them to the Crimson Cup Cofee House, and show
them the layout and the design that we have chosen. Tey communicate with
the staf and the customers, so it is absolutely a huge part for us.
V. Your company has been doing consulting for more than 20
years. What do you think has changed in the market over the
years?
R. Nowadays, people are doing more research to understand what it is like to
be a business owner. So, our goal is to help these people to be confdent and
gain their confdence through the support that they get from us. Te market
is more volatile now, and I think people are more serious about their cofee.
We defnitely see that the customers are demanding a higher quality and a
more ethically traded cofee. Tis is where our cofee focus is going. We are
working on developing our relationship with our farmers. We dont just want
their great cofee, we want to make sure their kids are going to school and
have the uniforms they need. And we pass that responsibility to our cofee
house novices as well.
Talking about change, we have noticed that blends are kind of fading out. It
also seems that cofee shops dont serve as many frozen drinks, or anything
with syrups. Straight origin cofee is a hot topic now. Te good thing in our
business model is that we have always done both. We have done great favored
cofee, we have done great origin cofee, and we see the value in both. You
cant appeal to everybody with just one product.
V. Dare to share a secret to success?
R. Efciency, which is our underlying consulting theme. It is doing things
in the most proftable way and in the most time sensitive way. Another
important top deals with new business owners purchasing new equipment
versus used equipment the consensus from who we speak with is that most
try to cut corners and buy used equipment solely based on cost. We teach that
it is better to start out with new espresso equipment to manage the product
quality from the start and to avoid unplanned maintenance expenses on a
used machine.
22
June 2013
B
ack in the day (Tis is what old timers say when about to make a
comparison to current changes in something) education in the cofee
industry had only one favor free peer-to-peer / mentor-to-mentee.
But times they are a-changin!
Our industry is interesting in that we all want our colleagues, and competitors,
to make good cofee so the industry is easily identifable as something better
than average. If the industry succeeds, then everybody can charge an artisanal
price rather than a commercial one. Education was given away to assist this
identity separation. Is it working? is a smart and insightful question to
evaluate. To do so requires peeling back a few layers of this education onion.
The Evolution of Education
Back in the day, people were just feeling their way through things like sourcing,
roasting, and pulling shots. We would pick up the phone to a friend in the
industry and declare something like I found that if I roasted a little slower
and a little lighter I got some interesting favors. Or I found that if a shot
of espresso takes longer than seven seconds to produce it can actually taste
complex and interesting. Te person on the other end would willingly share
their experiences and that became a collaborative learning experience.
As the collaboration became wider, guilds formed. Now we had organized
group collaboration for education. Te guilds found that it would be easier
for everyone if the information was organized into classes so curriculum was
developed for that level one type information. Te information was still free
but you needed to join one of the guilds and go to a retreat to get it. It was still
contained in the most passionate of the cofee enthusiasts who were willing to
join, share, participate, and pay to be a member.
Te word got out that there were organized classes for the industry. Demand
became extremely high for not only the Level One classes, but for deeper
knowledge for the early adopters who were looking to move up in their
learning. Volunteers were still developing curriculum, but at some point it
became clear that this service would be better served by the SCAA where
some staf could be added to apply a structure to the classes and help develop
the look and feel. At the same time, the concept developed of making this
education like that of other professions in that it could be a certifed credential
stating your profciency in the skills of that trade: Certifed Barista, Certifed
Roaster etc. Also, other organizations started ofering similar classes that were
ofen based on the same materials so it was confusing as to who should be
running the classes and where you could take them.
Cofee Quality Institute (CQI) developed the Q-Grader Certifcate program
utilizing some of the work of SCAA education development and tech
standards. SCAE ofered classes of their own that looked surprisingly like those
of SCAA private trainers jumped in, now there are lots of choices, several
quality levels of the delivery of those classes, and diferent credentials and cost
structures.
SCAA decided to rein this in and create certifcation programs for the diferent
vocational groups of the industry. Now you can become a certifed Roaster,
Barista and Cupper and do it at diferent levels that represent your mastery of
the skills. Volunteers continue to add technical input to the class materials but
Cofee Education-
Is the Certicate important?
the information is controlled and sold by SCAA. We have come a long way
from that peer-to-peer collaboration.
Are the Certicates Worth It?
Tis is an interesting conundrum for the cofee industry. Te answer to the
question in the U.S. is diferent than other countries. To answer we need to
understand the value to the learner.
Te cofee professional in the US is still a passionate crafsperson set on
learning as much as possible. Teir desire for a certifcation is only so they can
join the club rather than for professional advancement. Te real goal of taking
classes is knowledge and craf improvement.
Te cofee professional in Asiatic consuming countries is motivated more
by the piece of paper. With an additional certifcate, there is proof of some
specialized learning so there is more possibility to fnd a job or advance in
a company. Ofen the certifcate is being sought and paid for personally, so
price is important, and return on investment is calculated. Further down the
list is the quality of that education. Tis is why you see a huge array of cofee
certifcations in these countries.
In producing countries, they really have a focused goal; to sell their cofee and
improve the quality so they can sell it for even more. A certifcate is valuable
in that it tells the potential buyer that there is an understanding of quality and
opens a line of communication. Ofen it is the exporters that will take classes,
as farmers generally cannot aford the classes now that they are fee based.
Te good news is that people in Cofee Corps will volunteer their time and
expertise to deliver the classes free.
Dilution and Dishonesty
Te danger of a certifcation is that the industrys desire to make everyone
better is being subverted by a small percentage of people that only want to
claim that they know, and actually want to cut corners and cheat the consumer.
Tey want to claim to be cofee specialists but then serve some crappy cofee
that they can buy cheap. Tey have a disdain for the sophisticated cofee
drinker as well as third wave cofee houses. Tey think those people are foolish
and could not tell one cup of cofee from another. Tese are the folks our
industry must somehow police against as they will dilute the Special out of
Specialty and further confuse the consumer.
Te solution to this problem is to hold a certifcate program to extremely
high standards. If you can get one for merely showing up for a class then
the certifcate has no value. Have informational classes available for those
that just want to get started. Have certifcate programs for those that want
actual expertise. To the SCAAs credit, there has been developed (as a part
of the certifcation) a criteria a number of hours that you must document as
developing your skills over a period of months. Bravo!
We have come a long way from Back in the day. Us old timers should take
some of these new-fangled certifcation courses. Maybe we can share some
peer-to-peer knowledge during the class!
Rocky can be reached at rocky@INTLcofeeConsulting.com
by Rocky Rhodes
Photo by Trish Rothgeb
23
24
June 2013
Social Media for Small Business
I
am more of a Paul Bunyan or John
Henry fan myself, but we cannot
deny that we live in the age of digital
communication and Social Media is the
new word of mouth. You can keep swinging
that heavy axe of handing out fyers,
dropping coupons in peoples shopping
bags, and sending direct mailers, or you
can admit to the decade were in, belly up,
and start competing at the same level as
everyone else.
Social Media is a necessary aspect of every business, especially start-ups
focusing on locally driven retail. It is one of the most inexpensive marketing
plans possible with undeniable results. Te only problem is, you have to
actually do it! Like hitting the gym or taking a vitamin, you have to actively
update at least one of your social channels each day to have any efect.
I know this sounds daunting, especially to the anti-social misanthropes that
would much rather take comfort in the solitude of their drum roaster or
basement kitchen. Te truth is, Facebook and Twitter are your customers
guilty pleasures, little indulgent snacks to keep them going through their
workday. And if they are not indulging in your pages and updates, they will
be indulging in your competitors.
Te idea is to give a behind the scenes, insider look into your business, with
each social media outlet allowing for varying levels of formality. For instance,
Facebook and Twitter would be your most casual and candid outlets, great for
fun of-topic posts that shed light on the personality behind your business.
Where as your blog (if you choose to have one) should be more content heavy
and appropriate to your companys message, giving customers more insight
into your business than what might be available on your website. Direct
marketing emails are a must and should be the most focused and professional
of all your customer communication. See them as an opportunity to actually
promote your business the old fashioned way, through sales, new product
announcements and the like- remembering to always have a call to action.
In the end, if you still are not having fun with it, then you should hire or
assign someone that will because consistency is the key to social media
success!
Getting started
First, start your accounts. Begin with a Facebook page, it is easy and will
connect you to the largest audience. Ten, when you are feeling more
enthusiastic, turn to twitter. It is quick and easy, but requires constant activity
for success. Read up on it so you get the most from your tweets and are less
likely to abandon it. When you are ready to get creative, look into establishing
an email marketing campaign that will drive trafc to your website or blog.
Set achievable goals so you do not get overwhelmed. It is like gardening
start with tomatoes and herbs, because they are easy and gratifying.
Now that your profles are set up, hopefully your narcissistic instincts will
take over and you will not be able to take your eyes of your beautiful home
or profle page. With great narcissism comes great sharing! If you are still
having trouble starting, sit down once a week to outline a few Facebook posts
in advance, as well as a blog topic or two. Tis exercise should help you get
over writers block and make posting every few days easy. Once you have your
planned posts, you will start getting more comfortable with the task and fnd
that you actually have lots to share with your customers, even on a daily basis!
I was resistant to the idea of instant connectivity when I started as well, but
then it got fun! I was sharing favorites spots around town, reposting articles
that I enjoyed and interacting with people I never would have been in contact
with otherwise. Whats more, I started ofering the service to my F+B Terapy
client base, including Grace Hightower & Te Cofees of Rwanda. I jumped
at the chance to develop their social media presence, because Cofee of Grace
has a great story to tell, which makes it all the more interesting to share.
by Jake Leonti
With this in mind, consider your companys story and what it is that you
would like to communicate to your customers. Not just promos and daily
activities, but what your company stands for and why you do what you do.
At F+B Terapy, I have always had a diverse ofering. From my 12 years
experience in cofee to my 9 years of flmmaking and writing, social media
has been a great way to integrate all my passions and talents into a focused
efort for my own business and for my clients. I try to share my love of food,
beverage, and the service industry. I also want business owners to know they
are not alone, so I ofer free tips on improving their businesses. Tese are all
brand-building activities that come from an honest place.
So, be honest about your own passions, get out there, and start writing your
own story! Te frst step is, Just. To. Start!
Jake Leonti is a writer and food + beverage advisor
working in New York City. He has worked in the food
+ beverage industry for over 12 years. His true focus
is cofee, having worked in every capacity from barista
to sales to roaster to origin. Jake has built retail cofee
programs for restaurants, hotels, cafes and bakeries, as
well as wholesale programs for roasters and catering
companies.
You can contact Jake at F+B Terapy: jake@fnbtherapy.com
And follow him at:
www.fnbtherapy.com
http://fnbtherapy.wordpress.com/
http://www.facebook.com/fnbtherapy/timeline
https://twitter.com/fnbtherapy or @fnbtherapy
Tweets, Vines and Roasters?
Oh My!
The 2013 Social Media Usage
Survey Results are IN
Earlier this year, CofeeTalk teamed up with LBP Manufacturing, the designer
of UpShot Solution, a new, more eco-friendly single-serve solution, to ask
roasters about their personal and business social media routines. More than
300 roasters and industry professionals from around the world responded,
providing insights into the ever-changing social media landscape. Funny
enough, even the timeliness of the survey questions wasnt quick enough;
Vine, a video-sharing app, launched in the iOS App Store during question
development. Just four months later, it is now one of the most downloaded
free apps available and is continuing to grow.
Based on the responses we received from the survey, roasters see the
excitement that comes with new social media channels, and they are slowly
launching channels to connect with customers and fans. Tey have a strong
desire to use channels, like Vine and others yet to be developed, to build
their brands and in turn, create bigger followings for their beans and their
businesses.
From the responses, here are top fndings:
When respondents utilize social media, they are concentrated on a
handful of channels, including Facebook, Twitter and LinkedIn.
Key business decision makers are interested and engaged in what social
media can do for their businesses.
Few respondents dwell for long periods of time on social media.
Emerging platforms include YouTube, Pinterest and Instagram.
Be sure to check out the August issue of CofeeTalk for full analysis of survey
result data!
25
26
June 2013
the SCAA (Specialty
Cofee Association of
America) Peoples Choice
Award for Best 2012
New Packaging. More recent, this truly
intuitive and innovative lid received the
Arthritis Foundations frst ever Ease of Use
Commendation for a beverage lid, following
a four month independent (Georgia Tech
University) engineering and arthritis patient
panel review. (See, e.g., http://www.youtube.
com/watch?v=DjFXKHW48sc for video
on the Arthritis Foundations collaboration
with Georgia Tech Universitys Engineering
Department for the Ease of Use Study
program). Over 50 Million Americans report
their physician has diagnosed them with
some form of Arthritis making the Ease of
Use Commendation extremely relevant as
both a value added and consumer directed-
choice for intuitive products, such as the uVu
Lid, in the market. For more information visit
www.uvulids.com or call 561.674.9400
Gavia Blueberry Cofee is Back!
Like ripe blueberries
fresh of the vine, Gavias
Blueberry Cofee is a rich
medium roast, accented
with authentic fruit favor.
With its sweet aroma and smooth afertaste,
this cofee is a favorite among consumers
everywhere. Delicious served hot or cold!
Available in 5lb. whole bean, or ground in
2.5 oz. portion packs. Get your sample today!
For more info contact Yolanda Sanchez at
orderdesk@gavina.com.
Ken Waithman, General Manager
for Canterbury Cofee, trades
commodities for retirement
Canterbury stops to bid farewell to long-time
General Manager Ken Waithman, who retires
afer 31 years in the cofee industry. From
Dicksons to Kraf and then to Canterbury,
Ken knows just about everyone in the
industry. His insight, understanding, and
colorful humor will be missed. Tat being
said, hell still be drinking cofee but in
cafes in Europe, or wherever the winds
take him. Canterbury Cofee is a Canadian
owned company with its roasting facility and
corporate headquarters located in Richmond,
British Columbia, Canada. Founded in 1981,
the company employs over 140 people and
is recognized as the largest specialty cofee
roaster in Western Canada.
www.canterburycofee.com
Blendtec and Lancer team up
Blendtec, a top manufacturer of high-end
blending equipment and Lancer, a leading
manufacturer of beverage dispensing systems,
have entered into a joint development
agreement and will be showing a prototype
of their frst joint product ofering at the
National Restaurant Association (NRA)
show this month. Te new platform is an
automated blended ice beverage station for
making smoothies, frozen cofee drinks
and other beverages using refrigerated
bag-in-box (BIB) ingredients. Tis gives
restaurants and other foodservice operators
a fast, efcient, fully-contained system to
expand their menus with popular smoothies
and other frozen beverages. When released,
the beverage station will be commercially
available for a unit price of under $9,000 with
qualifying volumes. For more information go
to blendtec.com/commercial, or call Blendtec
directly at 800-BLENDTEC.
artifcial sweeteners, creamers, powders, and
syrups. Weldon Flavorings is the healthier
way to enjoy an Iced Treat without adding
a lot of extra calories or fat to clog your
arteries. Tese favorings are the perfect
solution to serving Flavored Iced Cofee,
cappuccino, and lattes without all the calories,
carbohydrates, fats, and sodium. And if that
doesnt get your attention they are Gluten-
free and non-allergenic. Each bottle comes
with a pre-measured pump, which allows
for quick and accurate favoring of each cup.
Ideal for cofee shops, drive-thrus, ofce
cofee service, convenience stores, or any
place cofee is served. For more information,
please contact Weldon Flavorings at
info@WeldonFlavorings.com
Insight Beverages Stays on Trend
with High Energy French Vanilla
Frozen Cappuccino
As the weather heats
up, the beverage
segment is cooling
down. Frozen
cofee beverages are leading the pack as a
growing category, and drinks like Insight
Beverages High Energy French Vanilla
Frozen Cappuccino are satisfying customers
cravings for a delicious pick-me-up any time
of day. According to Technomic, frozen
cofee beverage sales are up 11 percent from
2008-2011, and are expected to see another
11 percent increase from 2011-2014. Te
companys latest frozen carbonated beverage
favors range from the traditional Sour
Apple and Blue Raspberry to the bold and
trend-setting Strawberry Lemonade and
Tea with Honey. Insight Beverages frozen
uncarbonated beverages are available in a
wide variety of fun favors: Pina Colada,
Melon Berry, Island Splash, Mango Lime,
Margarita, Horchata, and Green Tea with
Honey. Cofee-favored frozen uncarbonated
beverages include French Vanilla
Cappuccino, Caramel Latte, Cappuccino and
Mocha Cappuccino. Products are available in
bag-in-box and dry mix formats. To place an
order or request free samples, contact Sharon
Porter at sporter@insightbeverages.com or
visit www.insightbeverages.com.
The Quiet One
Vitamix , the
world leader in
high-performance
blending
equipment, ofers Te Quiet One. Tanks
to its dramatic sound reduction capabilities,
Te Quiet One is ideal for any front-of-the-
house environment. Te Quiet One is up
to four times quieter than the competition,
due to advance vibration dampening
technology, providing high-quality drinks in
a more enjoyable atmosphere. Its compact,
magnetically secured sound enclosure
signifcantly reduces cleaning time by
eliminating the need to remove screws or
disassemble the machine. In addition to
improved noise levels and innovative design,
Te Quiet One ofers six program buttons
with 34 optimized programs for ease-of -use
and consistent beverage preparation. Te unit
is also fully programmable to create custom
blending programs for signature drinks,
smoothies and blended cofees. Te Quiet
One also features an Advance container with
a unique design and built-in dripless spout. A
powerful 3 peak output horsepower motor
improves reliability and reduces down time.
Visit www.vitamix.com for more information.
The Alliance for Cofee Excellence,
Inc. Elects Three New Board
Members
Te Alliance for Cofee Excellence
membership has voted in three new Board
members. Bruce Mullins, VP of Cofee
Culture for Cofee Bean International and
Farmer Brothers; Joe Hsu, General Manager
of Orsir Cofee; and Chris Jordan, CFO
of Verve Cofee were chosen to fulfll a
three-year term beginning in June. Tese
three will join ACE Board members Kentaro
Maruyama - Japan, Jason Long - USA,
Geof Watts USA, Flori Marin - UK, Mark
Dundon - Australia and Aida Batlle - El
Salvador. Te Alliance for Cofee Excellence
is a global non-proft that fosters appreciation
for exemplary cofees and farmers through
its Cup of Excellence program, training and
other complimentary auction programs. For
more information log on to
www.AllianceforCofeeExcellence.org
Service Learning Trip to Honduras
Helps Smallholder Cofee Farmers
International service-learning trips
originating at Te Ohio State University are
renowned for the positive experiences they
provide to undergraduates and those they
seek to serve. Tanks to funding from Greg
Ubert, president of Crimson Cup Cofee &
Tea, a Columbus based roasting company
and cofeehouse, fve Ohio State students
will trek to a remote farming village of El
Socorro de la Penita, Honduras, where the
cofee served in cofee shops on campus
is grown. Te goal of the service trip is
to grow relationships and contribute to
sustainable solutions for the farming poor.
Ubert tapped Stephan Erkelens, president
of AXIOM Cofee Ventures, to assist in
planning the trip. AXIOM is active in cofee
communities in several countries and works
with NGOs, cofee industry partners, and
social impact investors to deliver a market-
based pathway out of poverty for smallholder
families. For more information visit: www.
axiomcofeeventures.com and www.
crimsoncup.com
ShopKeep POS Wins Technology
Innovation of the Year Award
ShopKeep POS,
the leader in
iPad point of
sale to brick and mortar merchants across
the U.S., announced that the company is the
winner of the Technology Innovation of the
Year Award given annually by the Electronic
Transactions Associations (ETA) Star
Awards Committee. In addition, ShopKeep
POS has been selected to be one of only
four companies included on the 2013 ETA
Technology Tour. Te announcement closely
follows the launch of the ShopKeep POS
Surround 360 Program designed specifcally
for credit card processors, indirect sales
organizations, and other reseller partners to
ofer innovative cloud-based iPad point of
sale technology to small and medium size
businesses. Partners can generate signifcantly
more revenue and provide value added
services by ofering merchants an easy-to-use
POS system. ShopKeep POS has over 6,000
active merchants nationwide. Learn more
about our innovative Surround 360 program
at www.shopkeep.com/partners.
Arthritis Foundation approves uVu
Technologies lid container for
rst Ease of Use Commendation in
beverage lid category.
In 2012, the uVu hot beverage lid received
NewsBites
Perka Selected to Support the
Customer Loyalty Program for The
Melt
Perka announced today that its
mobile loyalty platform is being
utilized by the fast growing
grilled cheese restaurant
chain, Te Melt, to power an integrated
customer rewards program. Te fast casual
eatery is using Perka to power Te Melt
Perks which launched earlier this year.
Customers who prepay on Te Melt website
or by using a smartphone, are able to pick
up a freshly cooked meal by scanning a
code at any Te Melt store or mobile bus
location. Regular guests that place orders
using the app or website will receive their
10th order free automatically, conveniently
and without punch cards. Restaurants and
retail businesses that build customer loyalty
experiences upon the Perka enterprise
platform are able to extend functionality
beyond a standard Perka loyalty subscription.
To learn more about Perka, visit
www.getperka.com.
Roastar announces new Fractional
Pack custom line
Roastar is proud to announce
the newest addition to our
cofee packaging line, custom
printed 2oz. fat pouches.
Tese pouches are produced
using the same high barrier cofee flm
used in the production of our 1/2lb and
1lb bags, and are available with the same
low minimum order quantities and fast
turnaround Roastar is known for. Our fat
pouches measure 4.82 x 6.25 and feature an
adjustable tear notch for perfect placement
and easy opening. For more information on
pricing, free samples, or fat pouch proofs
contact us at info@roastar.com or by calling
866-516-7247.
Erika Lowery joins Cofee Fest
Cofee Fest, a division of
Lifestyle Events Inc., is pleased
to announce the newest addition
to their team. Erika Lowery
has been chosen as the new
Exhibitor Support Manager for
the organization. Erikas job is to
support of the needs of exhibitors, vendors
and sponsors at Cofee Fest, including
exhibitor acquisition, marketing, foor plan
management, and related communications.
Erika began her cofee career in 1990 with
Austin Chase Cofee located in Gig Harbor,
Washington. She quickly moved from barista
to trainer before overseeing new store
start-ups. In 2011, she was hired by Forza
Cofee Company as the Director of Business
Development overseeing 22 locations in
the Seattle area.Cofee Fest, the leading
national and regional specialty cofee and tea
trade shows for retailers, roasters and allied
partners, approaching its 68th event, has
proven to be an excellent venue for education,
training, and new product releases.
Weldon FlavoringsCoconut Iced
Cofee! ! !
If you like Iced Cofee and you
love coconut, you are in for a
real treat this summer when
you try Weldon Flavorings
newest Cofee Flavoring,
Coconut, in your Iced Cofee.
Not only will you love the favor but also it
can be enjoyed with your sweetener of choice.
Tese favorings are completely free of sugar,
27
Read more about how Axum Coffee
puts Coffee Shop Manager to work
improving shop efficiency, customer
loyalty, and analyzing their business.
Smart Solutions For
Your Shop
Call or click for a demo today.
www.coffeeshopmanager.com
800.750.3947
Coffee Shop Manager is a
life-saver: Simplicity with
everything you need to know
about your business
- SUZANNE BERNAL, AXUM COFFEE, WINTER GARDEN, FL.
Bag the Can.
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*Source: LCA comparison analysis using
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Winner of Peoples
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24th SCAA Expo 2012
927-11 FRC Fres Bag 2.7197x12.875 Coffee Talk Ad_SCAA A
28
June 2013
Company ........................................................................................ Phone .................................Web ..................................................................Page .........Cofee Fest Booth#
Alliance for Cofee Excellence/Cup of Excellence ...................................... (406) 542-3509 ........................AllianceForCofeeExcellence.org ...............................29
Barista Life .......................................................................................................................... (602) 803-0176 ..........................baristalife.net ..........................................................................19
BeanSafe ............................................................................................................................. (212) 244-5505 ...........................beansafe.com ........................................................................29
Big Train ............................................................................................................................... (800) 244-8724 .........................bigtrain.com ...........................................................................7 .............................................................600
Blendtec ............................................................................................................................... (800) 253-6383 .........................commercial.blendtec.com ..............................................30
Bloomeld Industries ................................................................................................... (314) 678-6336 ...........................wellsbloomeld.com .........................................................27
BriteVision .......................................................................................................................... (415) 374-8119 ..............................britevision.com......................................................................17 ..............................................................719
Cablevey Conveyors ..................................................................................................... (641) 673-8451 ............................cablevey.com .........................................................................13
Cargill Risk Management ........................................................................................... (877) 256-8873 ..........................commoditypricerisk.com/ ..............................................15
CofeeCares ....................................................................................................................... (619) 546-5400 .........................tracktheimpact.com...........................................................30
Cofee Fest ......................................................................................................................... (800) 232-0083 ........................cofeefest.com ......................................................................13
Cofee Shop Manager .................................................................................................. (800) 750-3947 .........................cofeeshopmanager.com ................................................27 ...........................................................606
CofeeNetwork.com ..................................................................................................... (305) 925-4822 .........................cofeenetwork.com ............................................................29
Costellinis ........................................................................................................................... (877) 889-1866 ...........................costellinis.com .......................................................................29
Curtis ..................................................................................................................................... (800) 421-6150 ...........................wilburcurtis.com ...................................................................17
Daterra Cofee .................................................................................................................. (330) 941-2555 ...........................daterracofee.com.br.........................................................13
Eagle Web Press ............................................................................................................. (800) 800-7980 ........................eaglewebpress.com ...........................................................13
Espresso Me Services ................................................................................................... (360) 213-0715 ............................espressomeservice.com ..................................................30
Everpure .............................................................................................................................. (800) 942-1153 ...........................everpure.com .........................................................................11
Flexicon Corporation .................................................................................................... (610) 814-2400 ...........................exicon.com ...........................................................................20-21
Follett Corporation ........................................................................................................ (610) 252-7301 ............................follettice.com .........................................................................30
Fres-co System USA, Inc. ........................................................................................... (215) 721-4600 ...........................fresco.com ...............................................................................27
Global Customized Water ......................................................................................... (805) 484-1589 ..........................globalcustomizedwater.com.........................................30
Grounds for Health ........................................................................................................ (802) 241-4146............................ groundsforhealth.org .......................................................30
Insight Beverages, Inc. ................................................................................................. (847) 847-3109 ...........................insightbeverages.com .......................................................29
International Cofee Consulting ............................................................................. (818) 347-1378 .............................intlcofeeconsulting.com ................................................23
Java Jacket ........................................................................................................................ (800) 208-4128 ..........................javajacket.com.......................................................................25, 30 ..................................................400
Knutsen Cofees, Ltd. ................................................................................................... (800) 231-7764 ..........................knutsencofees.com ..........................................................30
Loring Smart Roast ....................................................................................................... (707) 526-7215 ............................smartroaster.com.................................................................3 ...............................................................414
Mother Parkers Tea & Cofee ................................................................................... (800) 387-9398 .........................realcup.com ............................................................................23
North Atlantic Specialty Bag ................................................................................... (877) 827-5270 ..........................northatlanticbags.com .....................................................23 .............................................................818
Orleans Cofee Exchange .......................................................................................... (800) 344-7922 .........................orleanscofee.com ..............................................................27
Pack Plus Converting ................................................................................................... (909) 902-9929 ........................packplus.com .........................................................................29
Perka Inc. ............................................................................................................................. (503) 427-1377 ...........................getperka.com ........................................................................25 .............................................................921
Plitek ...................................................................................................................................... (847) 827-6680 .........................plitek.com ................................................................................31
Pod Pack International, LTD. .................................................................................... (225) 752-1160 .............................podpack.com .........................................................................27
Rocket Man Equipment .............................................................................................. (800) 921-0199 ...........................rocketman.com.....................................................................23
Scolari Engineering S.p.A./Texpak Inc. ............................................................... (856) 988-5533 ..........................scolarieng.com ......................................................................32
Service Ideas, Inc. ........................................................................................................... (800) 328-4493 ........................serviceideas.com .................................................................30
ShopKeep POS ................................................................................................................ (800) 820-9814 .........................shopkeep.com .......................................................................5 ...............................................................919
Stalkmarket Products (Asean Corporation) ................................................... (503) 295-4977 .........................stalkmarketproducts.com ..............................................30
The Cofee Trust.............................................................................................................. (505) 670-9783 .........................thecofeetrust.org ...............................................................29
The Dynamik Group ...................................................................................................... (206) 686-2525 .........................dynamikspace.com ............................................................29
The Truvia Company LLC .......................................................................................... (855) 855-2362 ..........................truvia.com/foodservice....................................................9
Tierra Nueva Fine Cocoa & Chocolate Specialists ....................................... (786) 364-4444 ........................cofeethins.com ....................................................................29
Tightpac America inc. .................................................................................................. (888) 428-4448 .........................tightvac.com ..........................................................................30
uVu Lid Company .......................................................................................................... (561) 674-9415 ............................uvulid.com ...............................................................................2
Vessel Drinkware ............................................................................................................. (855) 883-7735 ..........................vesseldrinkware.com .........................................................19
Vita-Mix Corporation .................................................................................................... (800) 437-4654 ........................vitamix.com/ ..........................................................................6
Weldon Flavorings ......................................................................................................... (502) 797-2937 ..........................weldonavorings.com ......................................................23
White Cofee Corp. ....................................................................................................... (800) 221-0140 ..........................whitecofee.com ..................................................................30
Advertisers Index
Please be sure to visit these CofeeTalk Advertisers at Cofee Fest
Big Train Booth 600
(800) 244-8724 bigtrain.com
Te foodservice market leader in Blended Ice Cofee and
Chai beverage mixes, Big Trains product portfolio now
includes over 200 diverse products, the most complete in
the industry.
See Our Ad On Page # 7
BriteVision Booth 719
(415) 374-8119 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!
See Our Ad On Page # 17
Cofee Shop Manager Booth 606
(800) 750-3947 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.
See Our Ad On Page # 27
CofeeTalk Media Booth 713
(206) 686-7378 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.
Java Jacket Booth 400
(800) 208-4128 javajacket.com
Te Original Green Cofee Sleeve. Comes
in 100% Recycled Natural Kraf or White.
Can be custom printed with your design.
See Our Ad On Page # 25
Loring Smart Roast Booth 414
(707) 526-7215 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!
See Our Ad On Page # 3
North Atlantic Specialty Bag Booth 818
(877) 827-5270 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.
See Our Ad On Page # 19
Perka Inc. Booth 921
(503) 427-1377 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.
See Our Ad On Page # 23
ShopKeep POS Booth 919
(800) 820-9814 shopkeep.com
Te simplest way to make smarter
business decisions.
See Our Ad On Page # 5
29
Add a Scoop
Supplement-Boosts

Add a Scoop
Supplement-Boosts
Call today and let Add a Scoop by Smoothie Essentials
help boost your profits and increase customers.
415.382.6535 | www.AddaScoop.com
KOSHER, US VEGETARIAN, & NON-GMO
From Antioxidants to Womens Boost
add a scoop of supplement boosts to
smoothies, frappes and oatmeal.
Generate more profits and better yet
more smiles from your customers.
FEASIBILITY /
BRAND / DESIGN /
LAYOUT / SITE
ANALYSIS /
PERMITTING /
And MORE. . .
printed
pdf
206. 686. 2525
dynami kspace.com
Thinking of
opening or
remodeling
a cafe?
START HERE.
Call us TODAY
for a free consult.
Rewarding
the WORLDS
FINEST
Coffee Farmers
El Salvador June 6
Honduras June 13
Costa Rica June 19
Guatemala July 2
Mexico July 10
AllianceForCoffeeExcellence.org
CUP OF EXCELLENCE

AUCTIONS
30
June 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