August 2008

2 August 2008 CoffeeTalk

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3August 2008CoffeeTalk

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CalendarFeatures

Franchising,

Funding, and

Fit –

Page 8- Tracy Ging

explores coffee

franchising with

words of advise from

franchising experts.

NCA President’s

Column –

Page 10- Robert Nelson,

President of the National

Coffee Association updates us on the essential activities of the

association.

Big Coffee –

Page 12- David Haddock looks at industrial sized coffee brewers.

TOC

CoffeeTalk

Calendar 4

The View 6

Franchising, Funding, and Fit – by Tracy Ging 8

NCA President’s Column – by Robert Nelson 10

Big Coffee – by David Haddock 12

Ultimate Barista Challenge -

the Southwest Foodservice Show 14

Coffee Fest Seattle Show Listings 14

World Production Forecast – by Judith Ganes-Chase 16

Specialty Coffee Roaster Directory 18

Report from the Fields – by Joan Nielsen 22

Smart Marketing – by Lisa Olson 24

Passion, with Attitude – by Jimmy Sneed 24

Aug. 20-22 Boot Coffee Consulting, Roast Profiling & Cupping, Mill Valley, CA,

415.380.1999, [email protected].

Aug. 23-25 The Ultimate Barista Challenge USA, Los Angeles Convention

Center, Los Angeles, CA, www.ultimatebaristachallenge.com,

503.232.1016.

Aug. 25-27 Boot Coffee Consulting, Advanced Roasting Practices, Mill Valley,

CA, 415.380.1999, [email protected].

Sept. 04-05 Boot Coffee Consulting, Tasting Course: Exotic Flavors of Tea &

Coffee, Mill Valley, CA, 415.380.1999, [email protected].

Sept. 05-07 The Ultimate Barista Challenge USA, Orange County Convention

Center, Orlando, FL, www.ultimatebaristachallenge.com,

503.232.1016.

Sept. 05-07 Boot Coffee Consulting, Art & Science of Fine Coffee, Manhattan,

NY, 415.380.1999, [email protected].

Sept. 12-14 Coffee Fest/Seattle, Washington State Convention & Trade Center,

Seattle Wa, 425.283.5058, [email protected],

www.coffeefest.com.

Sept. 14-19 22nd International Conference on Coffee Science, The Royal Palm

Plaza, Campinas, Brazil, www.asic-cafe.org/asic2008,

+55 (11) 5090.3007, [email protected].

Sept. 24-26 11th Americas Food & Beverage Show, Miami Beach Convention

Center, Miami Florida, www.americasfoodandbeverage.com,


Oct. 08-10 Boot Coffee Consulting, Advanced Cupping Course, Mill Valley, CA,


Oct. 15-17 National Coffee Association Fall Conference, New Orleans,

Louisiana, www.ncausa.org. 212.766.4007.

Oct. 15-17 Boot Coffee Consulting, Espresso Blend Development, Mill Valley,


Oct. 22-24 Boot Coffee Consulting, Roast Profiling & Cupping, Mill Valley, CA,

415. 380.1999, [email protected].

Oct. 24-25 First International Women in Coffee Conference, Orosi, Costa Rica,

www.womenincoffee.org, [email protected].

Oct. 27-29 Boot Coffee Consulting, Advanced Roasting Practices, Mill Valley,


Nov. 07-09 Coffee Fest Hong Kong, Asia World-Expo, Hong Kong, 425-283-5058,

[email protected], www.coffeefest.com.

Nov. 12-15 4th edition of TriestEspresso Expo, Trieste, Italy,

www.fiera.trieste.it/espresso, [email protected].

Nov. 17-20 International Food Process Exhibition, Paris-Nord Villepinte,

Paris-France, [email protected].

Nov. 18-30 Elan’s Coffee Harvest Tours, Ethiopia, (206) 932-8352,

[email protected].

Nov. 19-21 Boot Coffee Consulting, Roast Profiling & Cupping, Mill Valley, CA,


Nov. 24-26 Boot Coffee Consulting, Advanced Roasting Practices, Mill Valley,


Dec. 04-06 FHC (Food Hospitality China), Pudong, Shanghai, www.fhccina.com.

Dec. 04-06 The Ultimate Barista Challenge China, Pudong, Shanghai.

503.232.1016. www.ultimatebaristachallenge.com,

[email protected].

Dec. 17-19 Crafting Quality at Origin Coffee Tour, Boot Coffee Consulting,

Panama Highlands, 415.380.1999, [email protected].

2009

Feb. 20-22 Coffee Fest Chicago, Navy Pier, Chicago, IL. 425-283-5058,

[email protected], www.coffeefest.com.

June 12-14 Coffee Fest Las Vegas, Las Vegas Convention Center, Las Vegas NV,

425-283-5058, [email protected], www.coffeefest.com.

June 14-16 FHC (Food Hospitality China), Beijing, China, www.fhcchina.com.


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The ViewThe month of July 08 certainly will go into the history books as real doozie. I am reminded of the ancient curse – “May you live in interesting times.” Well, these certainly are interesting times for the specialty coffee industry. However, if the start of August is any indication, we may be in interesting times for a while.

Starbuck’sWhether you love them, or hate them, when Starbuck’s sneezes the

international media thinks that the rest of the coffee world is dying. Granted, Starbuck’s closure of 600 underperforming stores, laying off 12,000 field workers, and 1,000 corporate workers is dramatic, but does this really signal the end of life as we know it?

Correct me if I am wrong but is this exactly what we all thought Starbuck’s should do a long time ago? A major pre-occupation with those who armchair analyze Starbuck’s is the saturation of stores regardless of performance. So, now they are cutting these stores out, making strategic growth decisions, and settling in for the long haul. This seems like sound business practices.

Frankly, the Starbuck’s experience is exactly what every coffee retailer in the US should be doing. In times of low growth, the smart business owner lowers growth expectations, reduces costs, increases efficiencies, and settles in to focus on the core business. The only difference between what an independent café and Starbuck’s should do to weather an economic downturn is that Starbuck’s is a publicly traded company so they get to display their dirty laundry to the whole world.

The unfortunate element of the Starbuck’s move, beyond the human costs, is the way it plays into the hand of those so-called financial experts who believe that the way to save enough money for gas is to stop drinking specialty coffee. Encouraging consumers to cut out this simple indulgence is the same as suggesting that we cut out haircuts, or ballgames, the kid’s dance lessons, or the offering at church. Here is a better idea, why not try driving less? If you want to save money on gas, do not drive so much!

By cutting out everything but the gas we use, consumers are choosing not to support local businesses and the people who work there. Instead, they support financial speculators and international oil corporations. That simply is not sensible.

The View

Interesting Times

Murky Coffee, murky waters. By now, everyone in coffee has learned either directly or indirectly about the pissing match Nick Cho, owner of Murky Coffee in Arlington VA, as well as a board member of the SCAA, and Jeff Simmermon, an over-stimulated blogger and former (I presume) customer of Murky, are mightily engaged in. Simmermon certainly captured his 15 minutes of fame, over 100,000 news and web-blog outlets have carried this non-story in the last 3 weeks. What is it about Nick Cho? Between his tax problems, his controversial behaviors, and now this, Cho appears to believe that all publicity is good publicity no matter the consequences. He has become the poster child for snotty elitism, customer loathing, and aloof behavior whether earned or not. His story is smeared across the entire media spectrum with all his tax issues, personality problems, childish behavior, and pre-teen taunts. (“I am going to punch you in your dick!” is that the best threat he could write?) The blogs on this story have taken a fierce turn toward the negative citing those elements of café life that many in America find tolerable but distasteful – snobby interior design, disaffected counter-culture baristas, table squatters spending hours on laptops (looking distinctly unemployed), indecipherable menus, and ‘what kind of music is that, anyway.’ Café owners across the country are having to apologize to their customers for the behavior of Cho. However much he believes that he is defending what is right and on the side of the angels, Nick Cho has damaged the future ability of Specialty Coffee to develop and educate our customers about gourmet coffee. His impulsive international outburst has made it more difficult for the rest of Specialty Coffee to defend itself against the encroachment of down-market coffee providers. Nick Cho, it is time for you to fade away; to go softly into that good night.

I should add that Sarah Allen, publisher of Barista Magazine, laid this down much better in a column in the Guardian. I earnestly suggest that you go to www.guardian.co.uk and read her comments on July 23rd.

So yes, we are living is interesting times. I have been here before and possibly, I take a longer view but hang tough, it will get better, or at least more interesting.

Cheers!

Kerri & Miles

CEO/Publisher Kerri Goodman-Small, ext 222 [email protected] 877 426 6410 - Direct Line 206 795 4471 - Intl. Line

EditorialEditor-in-Chief Miles Small, ext 277 [email protected] 206 795 2835 - Direct Line

AdministrationAccounting, Subscriptions and Laurie Veatch, ext 252 [email protected] Administration

AdvertisingMarketing Partner Tamera Figueroa, ext 245 [email protected] Partner Trudy Solberg, ext 242 [email protected] Coordinator and Libby Smith, ext 251 [email protected] Marketing Partner

ProductionDaily Dose Justin Goodman, ext 264 [email protected] Manager Marcus Fellbaum, ext 261 [email protected] Assistant Rene Eggert, ext 262 [email protected]

FounderFounder/CEO (Emeritus), retired Ed Sanders, ext 23 [email protected] Linda Sanders, ext 241 [email protected]

Since 1988

Mail: HNCT, LLC, 23712 49th Ave SW Vashon, WA 98070Phone: 206.686.7378 Fax: 206.463.0090 www.coffeetalk.com

Hospitality News 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.Circulation: Hospitality News (ISSN 1084-2551) is mailed monthly (10 times per year) with combined June/July and November/December issues, also bonus mailing/distribution for Education Guides and foodservice/hospitality and coffee conventions/shows throughout the year.Postmaster: Send address changes to HNCT, LLC, 23712 49th Ave SW, Vashon, WA 98070Subscription: The cost of a subscription in the U.S. is $47.50 per year; in Canada, the cost is $72.00. Free to qualified industry professionals. Non-qualified requests may be rejected. Publisher reserves the right to limit the number of free subscriptions. For subscription inquiries, please call 206.686.7378 x51 or subscribe online at www.HospNews.com.Copyright © 2006, Hospitality News, All Rights Reserved. (206) 762-2784 (877) 231-3470 www.katriinc.com [email protected], Inc.

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franchisingfunding

Franchising, Funding, and FitBy Tracy Ging

fitSome say it is the Golden Era for franchising…well, at least Leo Tudela, CEO of Daily Grind Unwind, Inc. says it is, “Information is being shared easier, faster and more thoroughly than ever before. Professional business practices are being explained, implemented, and enforced creating new business owners that are better and more proficient in their unit franchise operations.” There is definite growth in franchised coffee operations. The prevailing theory is that in a struggling economy franchising expands, because large chains contract, and according to Mick Rynning of Ellianos Coffee Company, when “a number of mid and upper-level managers and executives are downsized, many begin exploring franchising possibilities for a new career in their own business.” The flip side is that financing may be harder to come by, particularly for those individuals with limited business experience. However, a somewhat squeamish and risk-adverse financial market may actually bode well for those interested in franchising. According to the International Franchise Association, franchises are statistically proven to have a higher success rate than their “start from scratch” counterparts. Of course, a higher success rate implies there is a failure rate. So what does it take to be successful? Capital, for one. Adequate funding is an absolute necessity for getting off to the right start. Most franchisers recommend access to at least $250,000, although there are some smaller concepts, such as kiosks, that can be done with a smaller investment. In addition, there are typically buy-in costs that can range from $30-90,000. Royalties will add anywhere from 5-10% of gross sales on an ongoing basis. Richard J. DuBois, of Jo to Go America, Inc, has this simple advice for anyone considering a franchise operation, “find the right one, and be properly capitalized.” While the investment is significant, franchisers point out the many benefits of the route. On the Daily Grind Unwind web site, it is emphasized, “the decision to become a franchisee is a decision to follow a proven, verifiable business system gaining access to a complete support team.” That support will vary from company to company, but most concepts offer some level of marketing, operations and training, site selection, and product selection/purchasing service. While ongoing support is important, the foundation of it all is the store model. Much of the new growth in franchised coffee operations is a result of expanded options. Catitlin Harley of Java Detour explained their approach is to offer flexibility in the storefronts and options for stores with or without drive-through windows. Their focus has been on proving the models while reducing the costs to build them. Assuming the stars align, capital matched with the right concept and support, the work really only begins there. Michael Taylor of City Brew reminds potential franchisees to, “Work the front line. There is no substitute for the profitability that comes with hands-on management. And only after one has this experience, can they effectively manage others.” There is a lot of information on franchising, just Google “coffee franchising.” That much information can be a blessing or a curse and while it will certainly help to build a solid business plan, there is another key to success that everyone I interviewed emphasized, “fit.” Without a concrete formula for ensuring a good fit to your abilities, it is important to include experiential research into your process. Franchises offer a unique opportunity to sit in a good approximation of your future business, taste the products, talk to other owners, feel what it is like to be a customer, and measure how excited you are to be in the environment. Tom Townsend of Scooters Coffee, advised, “Understand the concept, make sure you are ready to join, and be prepared to give up a bit of autonomy.” At the end of the day, you are joining a team; so much of your potential success will be determined by how well you like the team. CT

Arabica Coffeehouse216.351.1000independence, OHwww.mrhero.com

Bad Ass Coffee801.463.1966Salt Lake City, UTwww.badasscoffee.com

BEANER'S COFFEE517.482.8145East Lansing, MIwww.beaners.com

Blenz Coffee604.682.2995Vancouver, BCwww.blenz.com

Brewster's Coffee800.251.6101Chicago,, ILwww.babcorp.com

Caribou Coffee Company, Inc.888.227.4268Minneapolis, MNwww.cariboucoffee.com/

City Brew Coffee & Cool River Roasters888.545.4675Billings, MTwww.citybrew.com/

Coffee Expressions254.776.2507Waco, TXwww.coffee-expressions.com

Coffee Perks Franchise, Inc.888.473.7571Jacksonville, FLwww.coffeeperks.com

Dazbog Coffee Company303.892.9999Denver, COwww.dazbog.com

Dunkin' Brands781.737.3000Canton, MAwww.dunkinbrands.com

Dunn Bros Coffee612.334.9746Minneapolis, MNwww.dunnbros.com

Ellianos Coffee Company386.755.5828Lake City, FLwww.ellianos.com

F.C. Dadson, Inc.920.757.1486Greenville, WIwww.fcdadson.com

Forza Coffee Co.253.380.2782Gig Harbor, WAwww.forzacoffeecompany.com

Gloria Jeans Coffees949.260.6700Irvine, CAwww.gloriajeans.com

It's A Grind Coffee Franchise, LLC562.594.5600Long Beach, CAwww.itsagrind.com

Java Detour530.756.8020Davis, CAwww.javadetour.com

Java Kai866.528.2524Murrieta, CAwww.javakai.com

Jo To Go America, Inc.920.884.6601Green Bay, WIwww.jotogo.com

Mocha Delites Inc.800.539.9532Atlanta, GAwww.mochadelites.com

Moxie Java International ,LLC866.676.6943Boise, IDwww.moxiejava.com

Panera Bread314.633.7100Richmond Heights, MOwww.panerabread.com

PJs Coffee & Tea800.749.5547 504.486.2827New Orleans, LAwww.pjscoffee.com

Port City Roasting Co.910.796.6647Wilmington, NCwww.portcityjava.com

Quikava800.381.6303Foxborough, MAwww.quikava.com

Scooter's Coffeehouse866.863.7266Omaha, NEwww.scooterscoffeehouse.com

Second Cup604.244.0119 800.569.6318Miss.,, ONwww.secondcup.com

Seekers Coffee House Franchise Company440.884.4888Cleveland, OHwww.seekerscoffeehouse.com

Stormann's Coffee, LLC954.474.1001Davie, FL

The Coffee Bean & Tea Leaf800.832.5323Los Angeles, CAwww.coffeebean.com

The Coffee Beanery888.385.2326Flushing, MIwww.coffeebeanery.com

Van Houtte800.361.5628Montreal, QBwww.vanhoutte.com

Franchising Directory


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NCA President’s ColumnBy Robert Nelson, President of the National Coffee Association

The NCA’s core purpose is to champion the well-being of the U.S. coffee industry

within the context of the world coffee community. That responsibility takes many

forms, one of which is the development and implementation of industry-wide

initiatives, not just for NCA members but for the industry overall.

Industry-Wide Initiatives

Think Tank

Coffee industry leaders, including NCA members and non-members, gathered

in New York City earlier this summer in a two-day “Think Tank” to identify

assumptions about the future, their potential impact on the US coffee industry

and outline the strategic initiatives needed to address them.

In their discussion, participants incorporated feedback via industry-wide

needs analysis and focus groups conducted by the NCA earlier this year. The focus

group included discussions with key stakeholders from various industry segments

throughout the coffee industry.

The NCA is in the process of utilizing the Think Tank results to develop core

strategic initiatives that we believe will be a key component in strengthening the

effectiveness of the Association on behalf of the entire industry.

Issues Management Forum

The NCA is on track with its industry initiative to host a Global Issues

Management Forum September 8-9 with the goal of bringing together industry

leaders from the global coffee sector to identify and prioritize emerging issues for

the global supply chain and develop an issues management strategy for the most

important issue. NCA is hosting the Forum in partnership with Anacafe.

During a just concluded two-week period, participants, engaged in an on-line

brainstorming session, designed to help uncover the key emerging issues that

the global coffee industry expects to confront in the next one to three years or

beyond. Every response to the brainstorming session is being prioritized with the

objective of creating a concise list of issues for the Forum.

The Forum will be a two-day hands-on strategic development session

using both large and small group facilitated discussions. Business For Social

Responsibility (BSR) is partnering with the NCA to facilitate the discussion.

Participants will attend a follow-up meeting subsequent to the Forum for the

purpose of discussing accountabilities and execution of the strategy. This one day

meeting will take place in Antigua, Guatemala on February 5, 2009.

Bringing together a diverse group of stakeholders to identify emerging issues

is imperative to ensure a strong, vibrant and sustainable future for the industry.

Equally important is developing a strategy to proactively confront the future. It

is unquestionable that change will be constant; it’s the industry’s responsibility

to drive constructive change, in part, by effectively, collectively and proactively

identifying and managing emerging issues.

C-TPAT

The NCA is the first trade association to undertake an initiative to support

industry wide participation in the Customs Trade Partnership Against Terrorism

(C-TPAT) program through the recent launch of a proprietary internet-based supply

chain security shared information portal that will function as a registry of foreign

suppliers and their C-TPAT related security practices for industry members.

The groundbreaking program, which will make C-TPAT compliance a more

achievable goal for many in the coffee industry, is designed in part to lower the

cost of participation for US -based coffee companies and coffee exporters in the

producing world. The C-TPAT program is also a valuable tool that enables the

industry to partner with government to enhance homeland security while easing

potential burdens on commerce.

In addition to the supplier registry, the portal is designed to provide valuable

information and tools to users to facilitate application to the C-TPAT program

and facilitate importers’ and suppliers’ participation and compliance with C-TPAT

requirements.

Importers who are already C-TPAT compliant can also benefit greatly from

the NCA C-TPAT portal, because it will make the mandatory continued compliance

an on-going requirement to maintain supplier security profiles up to date and

therefore much more efficient and cost-effective. They will also have easier

access to updated security information of their participating suppliers, and their

participation in the NCA program will allow them to demonstrate their continued

commitment to implementing C-TPAT requirements throughout the international

supply chain. Suppliers will have the ability to select importers with whom they

have a business relationship for sharing of data and results.

Recently at Anacafe’s offices in Guatemala an event was held where nearly

100 coffee industry exporters and producers from Central America attended to

learn more about using the portal and about C-TPAT in general.

Government Relations

The NCA held a second meeting with the Commodities Future Trading

Commission (CFTC) in July as the next step in the process begun by the Association

in April. The purpose of the meeting was to ensure that CFTC focuses on coffee as

it explores commodity market issues related to fund involvement.

During the meeting, the NCA requested that the CFTC clearly state the

definition of a commercial trader versus a non-commercial trader, as used in the

Commitment of Trader Report, develop a separate “Commitment of Traders”

type report that re-classifies traders with a more narrowly focused definition of

commercial versus non-commercial traders, and create a report which provides as

aggregate breakdown of the number of non-commercial traders that hold various

gross positions. Additionally, the NCA asked the CFTC for an in-depth analysis of

the volatility in the coffee market during the first quarter of 2008.

The CFTC has begun the process of requesting and obtaining information on

positions in underlying markets from reportable futures traders via a special call

made to swap dealers and index funds. In broad terms, the special call should

generate greater transparency and information on the underlying OTC positions

and clients of swap dealers, e.g. the value and size of transactions, the nature of the

clients’ business (commercial versus noncommercial), and swap dealers’ clients

identities. The report will present some of the data collected in an aggregated

format. The CFTC is still in the process of gathering data from the swap dealers

and commodity index funds and expects to have a report to deliver to Congress in

September. CT


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BIG CoffeeBig Coffee

By David Haddock

It is always a challenge to do anything in large quantities. Just try moving more than two children from point A to point B. Therefore, while most of the public and most in the culinary world are oblivious as to how to brew good coffee, they have even less knowledge in regards to how to brew it well in Olympic quantities. That is why banquet coffee tastes a lot like what the galley served when I was in the Navy. Today’s brewer technology affords the large property operator great solutions to make great coffee and have it be worth the $3.50 per cup banquet price.

I would like to introduce you to the scourge – in my opinion – of coffee.

This is a commercial coffee urn. You have probably seen them in diners, restaurants and back-of-the-house hotel operations, or anywhere the operators are treating coffee like a condiment. Many manufacturers make them to satisfy an antiquated idea (they have been around since the 1940’s) of how to brew coffee and how to keep it hot. They range in capacity from 3 gallons to 10 gallons. The brewing method is relatively simple and effective; the holding method is insidious. The brew style is a drip system where a loaded paper filter (formerly a cloth, reusable filter) is placed in a basket that is suspended over an internal stainless steel container, which is surrounded by

a water jacket…more on that later. A swivel spray head assembly is positioned over the waiting coffee and the button is pushed. After the brew cycle is complete, which can take up to 10 minutes, the coffee is then held for any amount of time, 15 minutes to 3 days; piping hot. This is accomplished by the aforementioned water-jacket. Water is maintained in a secondary hull surrounding the coffee container and at a constant temperature. Now as we all know, coffee after it is brewed must be held at a stable to slightly decreasing temperature gradient while in service to avoid overdevelopment of sugars and chlorogenic acids that result in a nasty, burnt taste. This information, even in the age of the iPhone 3G, is not making it out to the folks that need to hear it. Why are they still around? Well, they are cheap, significantly cheaper than the newer, better technology. Moreover, commercial coffee vendors that provide equipment like this are always trying to keep costs down regardless of what it does to their coffee. The operators do not have to think about the coffee until they do not see any in the sight gauge, regardless of how long that takes. In the end, the ones this chain of errors hurts the most are the ones that are actually paying for the coffee, that is right, the customers. But for those who have heard of the promised land of perfectly brewed, large quantity coffee and actually care about the quality of coffee they are serving there are some great machines out there.

Wilbur Curtis The Wilbur Curtis Company has in its formidable arsenal this baby. The G3 Mercury system incorporates the greenest approach to large volume brewing in the industry. This is truly and on-demand brewing system. When coffee preparation is desired, the 10-Gallon SuperSatellite Vessel is wheeled over to the wall-mounted brewing station. The unit then brews 3, 6, or 10 gallons of coffee into the container. After the brew cycle is finished, the coffee is then positioned closest to the actual service area. This is a huge advantage to the servers because instead of hand-carrying trays of coffee to the service area, the coffee is already there. In addition, while the SuperSatellite is a heated serving system, it is still better than having a volume of heated water overheating your coffee for who knows how long. Kevin Curtis told me that in the Hilton, Las Vegas, 80 carts are in service and during the down times, there is virtually no energy used to maintain the system. He said that compared to other brewing systems that maintain the volume of water at temperature, the Mercury system effectively goes to standby mode when not in use, keeping only the controls active. In an order of magnitude in regards to capacity, if the Hilton Las Vegas put all of its Mercury systems online and filled all of the SuperSatellites on its property, they would be able to serve oh, around 12,800 8 oz. cups of coffee. All on mobile servers and brewed properly. How cool is that? Bunn-O-Matic Bunn-O-Matic Corporation’s Doug Bishop, Director of New Product Development, informed me about some of the advances they have been working on. “One of our newest products, the Titan, reflects our commitment to customer needs. The Titan uses a gravity brewing system and is essentially a traditional drip brewer. However, the Titan, like the rest of the innovative BUNN BrewWISE® line, allows the operator to optimize taste profiles, creating superior coffee using pre-infusion, pulse brew, variable by-pass, and digital temperature control. The Titan includes our unique BUNN BrewMETER™ that allows automatic programming of pulse routine. Operators can brew up to 34.3 gallons (129.8 liters) of perfect

coffee per hour. By offering these sophisticated technologies in a large volume of coffee per, the Titan expands the ability to serve superior coffee in a variety of situations.” Now for those of you thinking that this is a copy of the FETCO CBS-62H, think again and take a closer look. The 62 does not have the flexibility of Pulse Brewing or the capabilities of the BrewWISE technologies. Things like pre-infusion on a three-gallon batch of coffee are a big deal. The more manufacturers give control of the taste profile to the operators who care, the better the overall coffee industry will become.

Fetco In May of 2001, then Midwest regional manager for FETCO Corporation, Bill Kelly and I were tasked to help Krispy Kreme Doughnut Corporation with their national rollout on the New York Stock Exchange. The requirements were like an episode of “Dinner Impossible.” We would have to brew 100,000 cups of coffee for their daylong rollout. We figured out the details and came up with the solution. We decided to employ the FETCO CBS-72 AC brewing system. We figured that we could brew in the 3-phase configuration, using two CBS-72s, up to 192 gallons per hour and stay ahead of demand. Oh, we were also grinding every batch and holding the coffee in the mobile 24-gallon thermal containers. When the crush of the crowd came even though we were prepared with equipment, coffee,

personnel, and p ro fess iona l c o f f e e k n o w l e d g e , we still started to fall behind. It was not because the m a c h i n e s could not brew as advertised, there were just that many people straining to get doughnuts and coffee. In the end, we hand brewed to Golden Cup standards and served over 1000 gallons of coffee in less than 8 hours. Properly brewed coffee for a large audience is not impossible to pull off or even a lot of work. It simply takes an operator that has a desire to provide his customer with the best possible brew; coming out of the coffee brewing dark ages and embracing the technology that is being developed by very forward thinking manufacturers. CT

Brew Express/Lance Larkin866.268.5953Portland, Brew Express/Lance Larkinwww.brewexpress.com

Brewmatic800.421.6860Torrance, Brewmaticwww.brewmatic.com

Bunn-O-Matic Corporation217.529.6601Springfield, Bunn-O-Matic Corporationwww.bunn.com

Cafection/Avalon-Whole Bean Single Cup Brewers800.561.6162Quebec, Cafection/Avalon-Whole Bean Single Cup Brewerswww.cafection.com

Cafejo714.432.8800Santa Ana, Cafejowww.cafejo.com

Franke Coffee Systems North America800.367.0235Seattle, Franke Coffee Systems North Americawww.franke-cs.com

Franke Kaffeemaschinen AGÊ+41 62 787 3131Aarburg, Franke Kaffeemaschinen AGwww.franke-cs.com

Hamilton Beach Brands, Inc.800.572.3331Glen Allen, Hamilton Beach Brands, Inc.www.commercial.hamiltonbeach.com

HGZ AG41 44 487 57 57Dallikon/Zurich, HGZ AGwww.hgz.ch

Liquid Coffee Inc.904.823.9106Ponte Vedra, Liquid Coffee Inc.www.liquidcoffee.com

Mars Drinks, North America888.693.5284West Chester, Mars Drinks, North Americawww.myflavia.com

Nespresso800.566.0571New York, Nespressowww.nespresso-pro.com

Newco Enterprises, Inc.800.325.7867St. Charles, Newco Enterprises, Inc.www.newcocoffee.com

Royal Coffee Maker517.347.7983Okemos, Royal Coffee Makerwww.royalcoffeemaker.com

Same Day Distributing, Inc. dba: Filtron800.735.2261Huntington Beach, Same Day Distributing, Inc. dba: Filtronwww.filtron.com

Techni-Brew International503.666.4545Portland, Techni-Brew Internationalwww.boyds.com

The Coffee Equipment Company206.782.9472Seattle, The Coffee Equipment Companywww.coeqco.com

VE Global Solutions, LLC800.321.2511Cleveland, VE Global Solutions, LLCwww.veglobal.net

Wilbur Curtis Company800.421.6150Montebello, Wilbur Curtis Companywww.wilburcurtis.com

Brewer Directory


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America's Food Technologies,

Inc./AMFOTEK

Cafe de El Salvador

Cafe Imports, LLC

Cimbali USA, Inc

Coffee Fest

Coffee Holding Company

Da Vinci Gourmet Syrups

Equator Estate Coffee & Teas

Everpure

Fres-co System USA, Inc.

Garden Gourmet Fine Foods

Heavenly Hawaiian Farms

illy

Java Jacket

Michaelo

Millrock

Organic Products Trading Co.

Palazzolo's

Rovema Packaging Machines, L.P.

S&D Coffee Inc

Superior Imaging Group/

Identabrew®The Good Cow Company

Theta Ridge Coffee

Torn Ranch

Vita-Mix Corporation

Wega USA

Wilbur Curtis


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Oregon Chai888.874.2424www.sellchai.comOregon ChaiÆ offers a full line of Chai tea concentrates and dry mixes. Our products are made with all-natural and organic ingredients and are easy to prepare. A full line of materials is available to help merchandise Oregon Chai.Coffee Fest Booth #711see advertisement on page 32

Selbysoft, Inc.800.454.4434www.selbysoft.comSelbySoft is a leading provider of POS Systems to the Coffee & Tea market. SP-1 For Coffee & Tea is the easiest to use, most powerful POS system you will ever need. With the graphical, picture oriented Zero Training order screen to the From our free gift and loyalty system to our comprehensive reporting system, you will quickly see the benefits. Call SelbySoft at 800-454-4434 to see how we can help you!Coffee Fest Booth #1105see advertisement on page 27

Silver Cup Coffee800.311.7275www.silvercupcoffee.comCoffee Fest Booth #517see advertisement on page 19

Solo Cup Company800.367.2877www.solocup.comCoffee Fest Booth #902see advertisement on page 5

The Good Cow Company208.884.8654www.goodcow.comGood Cow produces fresh and aseptic concentrated milks and beverages for the coffee industry. Our milks have no added hormones, have the highest quality standards, are direct farm sourced, space efficient, and cost effective. Our milks achieve a 30 day fresh and 180 day aseptic shelf life.We have our own proprietary dispensing technology which includes program-mable portion control for improved management of milk usage.Coffee Fest Booth #317see advertisement on page 15

Vita-Mix Corporation800.437.4654www.vitamix.com/foodserviceSince 1921, the Vita-MixÆ Corporation has been a leader in blender technology. As a recognized leader and ìthe blending expertî in the foodservice industry, operators have come to rely on the Vita-Mix brand name for the very best in blending equipment. Our innovative commercial drink, ice-portioning, and food blenders are used in major restaurant chains, smoothie shops, nightclubs, coffee shops, hospitals, culinary art schools and institutions. Reliable, powerful Vita-Mix blenders will improve your speed of service to reduce customer wait-time, handle dense ingredients quickly and easily, and provide a consistently smooth drink that enhances your customersí experience.Coffee Fest Booth #633see advertisement on page 30

Wega USA336.662.0766www.wegausa.comCoffee Fest Booth #501see advertisement on page 23

Wilbur Curtis800.421.6150www.wilburcurtis.comCurtis is a leader in the design and manufacture of premium commercial coffee and tea brewing systems and specialty drink machines featuring exclusive Generation Three (G3ô) digital control.Coffee Fest Booth #1116see advertisement on page 11

Coffee Holding Company800.458.2233www.coffeeholding.comCoffee Holding Company provides Green Coffee Solutions for discriminating specialty coffee roasters, offering an extensive global menu, from one bag to a full truck. We now have sales offices on both coasts! Call 503.07.0667 for West Coast sales and 800.458.2233 for East Coast sales.Coffee Fest Booth #1023see advertisement on page 23

Costellini's888.889.1803www.costellinis.comOur goal is quite simple— To provide consistent Premium product's ALWAYS and at competitive prices. We understand that gourmet Espresso shops feature a Premium Bean their roaster of choice and they want that flavor to STAND ALONE.They don't want to taste like all the shops down the street. They want to keep their unique flavor profile..With Costellini's they can—. Clean Smooth Finish—. No funky after taste to mask the their premium coffee! We listened to our Barista's!!! Visit www.costellinis.com today to see whatís what they had to say!Coffee Fest Booth #425see advertisement on page 27

Cupcoat Expressions Inc905-277-3313www.cupcoats.comREDUCE your footprint...REUSE your Cupcoat! ECO-Friendly, Washable, reusable fabric Cupcoats! Reduce double cupping and paper cup covers. Help us divert Million's of pounds of garbage, reuse your Cupcoat! Insulated for hot and cold beverages, they fit most 12,16,20 oz cups. Available in a wide selction of fabrics, FASHION, seasonal, holiday, childrens, positive expressions and more. Make a statement and CUSTOMIZE them with your company logo. Gift card Cupcoats now avialable, with gift/coffee card pockets. All Cupcoats also come with STIX TO GO. It's only a small thing, but at least it's something. [email protected] Fest Booth #844see advertisement on page 27

Design & Layout Services800.471.8448www.designlayout.comSince 1996, Design & Layout Services has worked with over 600 clients inter-ested in opening a cafÉ or starting a coffee shop. Services include floor plan design, health department coordination, construction documents, cabinetry and equipment sales. Services available nationwide.Coffee Fest Booth #606see advertisement on page 30

Double Team Inc.650.997.3168www.double-team.comCoffee Fest Booth #1205see advertisement on page 27

Elevation Coffee Traders303.922.3104www.elevationcoffeetraders.comExpect more from your Coffee Roaster. Award-winning coffee is only the beginning. Quality, consistency, and experience create the long-term loyalty that fuels your success. When you partner with Elevation Coffee Traders you are teaming with a long line of coffee experts that understand every aspect of your business. Consider us your one-stop resource for helping with the everyday challenges of operating a successful independent coffee house. So whether coffee is the primary focus of your business or simply a finishing touch, we can help you compete against the big guys. We donít just sell beans, we deliver coffee shop success.Coffee Fest Booth #1317see advertisement on page 27

Everpure800.323.7873www.everpure.comCreating a perfect cup of coffee requires careful brewing, and the best ingredients. You know the quality of your beans. But do you know the quality of your water? Itís easy to find out, and we can help. We know water, and we know foodservice. In fact, weíre the worldwide leader in water treatment for the foodservice industry. We combine our extensive knowledge and experience with water testing and analysis, so we can provide you with a customized solution. The result is you will have the most consistent, cleanest, best-tasting water, anywhere. Water is serious business. Let us manage it for you.Coffee Fest Booth #306see advertisement on page 30

Please visit these CoffeeTalk advertisers at Coffee Fest Seattle

Ultimate Barista NYC fends off 2 of 4 Challengers at the 2008 UBC Americas “Showdown” in Houston! The Ultimate Barista Challenge Americas in Texas previews

its first event in Latte Art, Espresso Frappe, Espresso

Cocktail, and Best of Brew Challenges at the Southwest Foodservice Expo in

Houston, Texas! June 22 – 24th Texas Challengers & the Ultimate Barista USA

NYC matched their coffee artistry against one another in a unique dueling barista

format. This no holds barred espresso & brewed coffee competition where taste,

talent, and speed found two of the Lone Star State’s baristi holding their own

against the Ultimate Barista NYC!

UBC founder Sherri Johns and Danny Johns (MC) of WholeCup Coffee

Consulting, LLC presided over the Ultimate Barista Challenge Americas in

Texas with play-by-play commentary as the SWFE show attendees & audience

members watched in fascination and cheered for their favorite challenger!

This year's Finalists and UBC Champions were Clancy Rose of Cuvee Coffee

Roasting in Spring taking the Gold Medallion in the Latte Art Challenge; Austin’s

own Lorenzo Perkins of Caffe Medici taking the Espresso Frappe Championship

Medallion; and fighting off 2 Qualifying Finalist for 2 Gold Medallions in the

Espresso Cocktail and Best of Brew Final Challenges was New York’s UBC

Ultimate Mike Love of Coffee Labs Roaster’s in Tarrytown!

For more info, to register, or inquire about available sponsorships, please

visit www.ultimatebaristachallenge.com or call 1-503-232-1016.

Astoria-General Espresso Equipment Corp.336-393-0224www.astoria.comAstoria General Espresso is a subsid-iary of CMA of Italy, which is one of the largest manufacturer of commercial espresso coffee machines worldwide. CMA has been certified ISO 9001 for the highest quality standards applied to all aspects of the manufacturing process, making its espresso machines the most dependable on the market.Coffee Fest Booth #900see advertisement on page 27, 30

Blendtec800.253.6383www.commercialblendtec.comCoffee Fest Booth #723see advertisement on page 31

Boyd Coffee Company800.545.4077www.boyds.comBoyd Coffee Company provides specialty coffees, espresso, rare estate coffees and teas, and related equipment for restaurants and other foodservice operations nationwide and abroad. Boyd Coffee Company, privately held by the Boyd family since 1900, offers more than 650 coffee and food items, and is headquartered on a 30-acre site east of Portland, Oregon. For more information visit: www.BOYDS.com.Coffee Fest Booth #511see advertisement on page 19

Cafe de El Salvador503.2267.6600www.salvadorancoffees.comEl Salvador has resurged as a top-quality coffee origin. Its unique status as guardians of heirloom Bourbon and exotic Pacamara coffee varietals, produced under artisan and sustainable practices, is widely recognized by specialty coffee connoisseurs around the world.Coffee Fest Booth #1201see advertisement on page 17

Cafetto USA8772632567www.cafetto.comCafetto specializes in premium cleaners for all makes and models of espresso machines and other coffee equipment. We carry custom tablets for each type of super-automatic machine as well as powders, and products certified for use with organic systems.Coffee Fest Booth #529see advertisement on page 30

Carrie Cups800.319.8906www.CarrieCups.comCarrie Cups.com: Your online source for ìto goî cups and eco-friendly disposable foodservice items. Introducing our environmentally friendly A.I.R. Insulated Cup made from 42% post-consumer recycled material and our GreenGoodÆ line of eco-friendly, biodegradable and compostable Cups and Lids, Bowls, Boxes, Cutlery, Containers, Plates, and Trays. See our NEW reus-able CPLA biodegradable coffee mug. Carrie Cups caters to the independent Coffee House or Roaster with low minimums, free shipping and excellent customer service with a personal touch. Visit our product offering at SCAA Minneapolis at GreenGood USA Booth #1854 or online at www.CarrieCups.com Coffee Fest Booth #1216see advertisement on page 25

Cimbali USA, Inc312.265.8100www.cimbali.usEstablished in 1912, Cimbali has significantly contributed to the history of professional coffee and cappuccino machines. Its passion for quality and for innovation has led the company to become the worldwide market leader. La Cimbali offers a full-line of equipment, from elegant, innovative, traditional machines, to patented, feature-rich superautomatics. With pioneering technolo-gies and exclusive patents, every machine exceeds your expectation ñ as well as your customers. Cimbali will surely prove themselves as one of your most valued partners; by offering a comprehensive customer care package that includes service and training, the success of your specialty coffee program is guaranteed.Coffee Fest Booth #322see advertisement on page 30

F.C. Dadson, Inc.920.757.1486www.fcdadson.comCoffee Fest Booth #204see advertisement on page 20

Georgia Pacific-Dixie800.257.9744www.dixiefoodservice.comGeorgia-Pacific Food Services Solutions (GP FSS) has developed a suite of beverage products that identifies with growing consumer demands for pre-mium coffee products. The company maintains its popular Dixie PerfecTouchÆ insulated paper cup, and has more recently brought to market the triple-layer, environmentally conscious cups in the Dixie InsulairÆ EcoSmartÆ line. And for on-the-go convenience, the Smart Topô Reclosable Lid is equipped with a built-in sliding mechanism for easy opening and closing, offering added benefits of heat retention and increased mobility. See these and more GP FSS products at SCAA Show booth #1936 and NRA Booth #2479, or call 1-800-257-9744 or locate our section of the www.gp.com Web site.Coffee Fest Booth #740see their ad in the Daily Dose

International Paper Foodser-vice Business800.537.4141www.ipfoodservice.comWe can meet all of your disposable foodservice packaging needs - stop by and see us at the show or viisit our virtual stock room at JavaStock.com. It's the one-stop location where independent coffeehouse operators can easily order hot cups and lids, as well as other disposables, anytime around the clock.www.ipfoodservice.com/JavaStockCoffee Fest Booth #630see advertisement on page 21

Java Jacket800.208.4128www.javajacket.comJava Jacket is the best insulating coffee sleeve on the market and comes in white and natural Kraft. Our sleeves fit 8-20oz. cups with several custom printing options available. Our Sleeves are recyclable, reusable, and earth-friendly. In addition we also make casino wraps, soup sleeves, and joe to go boxes, and can do some special custom print sizes. Our Jackets are great for advertising as well.Coffee Fest Booth #922see advertisement on page 17

Katri Inc.877.231.3470www.katriinc.comCoffee Fest Booth #828see advertisement on page 6

Laranzato - Lara Distributing800.748.7538www.laranzato.comCoffee Fest Booth #1200see advertisement on page 29

Michaelo800.545.2883www.michaelo.comCustomers have relied upon Michaelo Espresso for top quality commercial espresso machines, espresso carts, distinguished national service, and barista accessories for 25 years. Michaelo imports world-renowned La San Marco espresso machines & grinders and the award-winning Cafina c5 Superautomatic espresso machine. Visit www.michaelo.com to order genuine factory parts online! Established. Dedicated. Versatile. Uniquely Michaelo.Coffee Fest Booth #917see advertisement on page 21

Millrock800.645.7625www.millrock.comMILLROCK is the premier US designer and fabricator of service lines and food cases for kiosks, cafes, and foodservice facilities. MILLROCK designs and fabri-cates stock and custom with over 20 models of refrigerated food cases and the Modular CafÉ Casework Systemô. MILLROCKís display cases boast powerful features like triple-zone with grab-n-go, to promote increased impulse sales for dry and refrigerated baked goods, food items, and beverages. MILLROCK offers free store layout for cafes and food service retailers and has completed more than 1000 cafÉ projects. MILLROCKís expert designers create cafes that assure outstanding customer experience, rapid transactions, and operational efficiency for greatest in-store profitability and customer retention.Coffee Fest Booth #611see advertisement on page 7


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Good cow. Great milk.

It’s a milk revolution. Join the mooovement!

208.884.4299 goodcow.com

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Judy Ganes' latest

comprehensive report– "The Global Soluble Coffee Market" is

available for purchase. Visit www.JGanesConsulting.com

for more information

By Judith Ganes-Chase, President, J Ganes Consulting, LLC

www.jganesconsulting.com

Seasonally, this is the time of year when coffee prices should be falling, but a delay in

the onset of the Brazilian 2008-09 harvest has kept the market from cascading lower

and instead the market felt the pinch in supplies from the pipeline being stretched

too thin. The new crop is starting to come in and with that some downward pressure

could be noted, but in all likelihood the market will not fall nearly as much as one

would think given Brazil is expecting the second largest crop ever at just over 51

million bags. The recent run-up in prices, bucking the normal down turn that is seen,

underscores how delicate the market balance has become.

I am a firm believer in the fundamentals and feel that the price rise to $1.55 was

certainly justified. Back in the 1980’s producers and consumers, after all, agreed on a

price band of $1.20-$1.40 as a level that was comfortable for the coffee market to trade

in. For that time, the price range proved too high: production expanded and world

stocks accumulated. Since then, however, inventories have been depleted. The large

overhang that had been built up no longer exists as demand has been climbing.

Meanwhile, the dollar has been falling erasing much of the benefit of the price

advance for many producing countries, including top producers, Brazil and Colombia.

Most concerning is that costs have been going up. Farming is not cheap these days

and everything, from labor to fertilizer prices, has increased dramatically. The price

of coffee needs to reflect this to assure continued supplies of quality coffee to meet

market demand.

The market should be able to withstand much of the seasonal pressure as

coffee needs to maintain its value, encouraging farmers to continue investing in

their farms. As it is, even with record production expected in 2008-09, the balance

could become rather precarious again in 2009-10. According to the USDA, producers

made a further dent in their stocks to sustain a strong export pace this season, and

as a result, inventories in producer hands are expected to fall to an all-time low and

significantly below the level indicated in the June USDA report. The implications of

this are exceedingly bullish.

While world production is expected to climb to a new all time high of 140.566

million bags in 2008-09 and exceed the prior record output by nearly 7.1 million bags,

this will be barely sufficient to replenish pipeline supplies let alone keep pace with

growing world consumption. The build in stocks expected in 2008-09 will not bring

producer stocks back to levels where they started in 2007-08. Similar to this season,

the 2009-10 crop year will be the down year in the production cycle. Due to immense

pressure to cut costs, yields could be negatively impacted and the downturn in

production could start to reflect this. As a result, even greater stocks will be necessary

to carry the market through this period of uncertain production prospects rather than

reduced holdings, especially since consumption would expect to be modestly higher

as well. To prevent an acute shortfall, the price needs to rise to ration demand and

allow farmers to have the financial wherewithal to maintain good production practices

and allow world output to keep expanding. CT

Judy Ganes

World Production Forecast at Record

Highs Next Year, but is it High Enough?

World Coffee Production Forecast at Record Highs

Source: USDA

Producer Stocks are Exceedingly Tight

Source: USDA

CoffeeTalk August 2008 17

www.CoffeeTalk.com

CoffeeTalk18 August 2008

www.CoffeeTalk.com

AK Juneau Heritage Coffee Co. 800.478.5282AK Ketchikan The Green Coffee Bean Company 907.247.5621AK Little Rock River City Coffee & Tea 800.661.1496AK North Pole North Pole Coffee Roasting Company 907.488.7190AL Birmingham Prime-Time Roasters 205.444.1446AL Birmingham Royal Cup Coffee Roasters 800.366.5836AL Birmingham Red Mountain Coffee Roasters 205.945.8970AL Leeds Higher Grounds Roasters Inc. 800.794.8575AR Fort Smith Silver Joe’s Coffee Company 866.558.6333AR Fort Smith Fresh BeanZ Coffee 479.452.2404AR Jacksonville Biffs Coffee Roasting Co. 800.438.2433AR Little Rock The Ultimate Coffee 267.620.3218AZ Phoenix Coffee Reserve, Inc. 888.755.6789AZ Phoenix Espressions Coffee Roastery 480.946.9840AZ Phoenix Lindsey Coffee Co. 800.345.1984AZ Scottsdale Village Coffee Roastery 480.905.0881AZ Scottsdale Volcanic Red Coffees 480.922.3674AZ Scottsdale Mokarabia, USA 480.998.8807AZ Tempe Lost Dutchman Coffee Roasters 623.217.1304AZ Tempe Cortez Coffee Roasters 800.992.6782AZ Tempe Momentto Coffee Roasting Company 480.948.8501AZ Tucson Arbuckle Coffee 800.533.8278AZ Tucson Desert Rain Coffee 520.297.0246AZ Tucson Roaster X 520.791.0400Bahrain Manama New York Coffee WLL +973 17623584BC Richmond Canterbury Coffee Corp. 604.270.2326CA Alhambra La Mill Coffee Specialists 606.202.0100CA Aptos Surf City Coffee Company 831.430.9112CA Atascadero Joebella Coffee 805.461.4822CA Baldwin Park Tropical Premium Coffee 866.813.1006CA Bell Gardens Lingle Bros. Coffee, Inc. 800.352.2500CA Berkeley Pacific Bay Coffee Co. & Micro-Roastery 510.845.2324CA Berkeley Kavanaugh Coffee Roasting Company 510.843.3040CA Canoga Park Rocky Roaster 818.347.1378CA Canoga Park Froid Coffee Company 818.313.8661CA Carlsbad Hawaii Coffee Company/ca 800.338.8353CA Carmel Joy Brazil Coffee, Inc 831.625.1426CA Carmel Carmel Valley Coffee Roasting 831.624.5934CA Ceres Chatz Roasting Company 800.792.6333CA Ceres Zoe’s Coffee Roasting Company, Inc. 209.541.3877CA Coronado, Blue Bridge Coffee 619-435-5300CA Culver City City Bean 323.965.5000CA Davis Java Detour 530.756.8020CA El Cajon Renegade Roaster Design Group 619.590.3600CA El Cajon GROW a LOT 619.997.5006CA El Cajon Daymar Select Fine Coffees 619.444.1155CA Emeryville Peaberry’s Coffee & Tea Co. Inc. 510.420.0473CA Emeryville Peet’s Coffee & Tea 510.594.2100CA Emeryville McLaughlin Coffee Company 510.428.2951CA Eureka Humboldt Bay Coffee Co 800.787.5282CA Fort Bragg Zona Alta Coffee 707.964.8200CA Fremont Sujus Coffee & Tea 510.742.8880CA Gardena Family Food Company, Inc. 310.715.2698CA Hayward Roast de Gourmet, LLC 510.783.1010CA Irvine Specialty Coffee, LLC 800.900.5282CA Irvine Danesi Caffe USA Inc. 646.742.9798CA Irvine Halo Brand 949.551.2588CA Junction City Strawhouse Organic Coffee Roaster 530.623.1990CA Laguna Niguel South Coast Coffee 949.443.5113CA Lake Forest Black Mountain Gold Coffee 800.487.8445CA Long Beach It’s A Grind Coffee Franchise, LLC 562.594.5600CA Los Angeles Groundwork Coffee Co. 323.930.3910CA Los Angeles The Coffee Bean & Tea Leaf 800.832.5323CA Los Angeles Mocha Kiss Coffee 323.512.9800CA Los Angeles Start-up / 704.564.9679CA Los Angeles Bradford Coffee 323.268.2333CA Manteca Jesus Mountain Coffee 209.823.3121CA Menlo Park Josuma Coffee Company 650.366.5453CA Mentone Inland Empire Coffee Company 909.794.2255CA Murrieta Java Kai 866.528.2524CA Murrieta Cafe Bravo Coffee Roasting Co. 951.691.5420CA Newport Beach Kean Coffee 949.642.5326CA North Hollywood The Supreme Bean Coffee Roasters 818.506.6020CA Novato Masterpiece Coffee 415.884.2990CA Oakland Bartlett Coffee Company 510.697.1234CA Oakland Mr. Espresso 510.287.5200CA Oakland Peerless Coffee & Tea Company 510.763.1763CA Oakland Scarlet City Roasters 510.708.1402CA Ontario Coffee Brothers, Inc. 909.930.6252CA Orangeville Badda Bean 916.410.0314CA Pasadena Coffee Roasters of Pasadena 626.564.9291CA Pasadena Jones Coffee Roasters 626.564.9488CA Pasadena Jones Coffee Roasters 800.729.8114CA Redwood City CoffeeTec Roastery Development 650.556.1333CA Sacramento Java City 877.528.2289CA Sacramento Beantrees Organic Coffee Co. Inc. 916.444.1164CA San Diego Plantation Station Coffee Roasters 858.676.8306CA San Dimas Coffee Klatch Roasting 877.455.2824CA San Francisco Jeremiah’s Pick Coffee 877.537.3642CA San Francisco House Of Coffee 415.681.9363CA San Francisco Capricorn Coffees, Inc. 415.621.8500CA San Jose Willow Tree Coffees 408.472.7086CA San Leandro Roger’s Family Company 800.829.1300CA San Rafael Equator Estate Coffees & Teas, Inc. 800.809.7687CA Santa Barbara Hair Raiser Coffee 866.972.4737CA Santa Clara Barefoot Coffee Roasters 408.248.4500CA Santa Cruz Pacific Espresso 831.429.1920CA Santa Fe Springs Apffels Coffee Co. 800.443.2252CA Santa Paula Clean Foods, Inc. 805.933.3027CA Santa Paula Limoneira Coffee & Tea Co. 866.321.8953CA Santa Rosa Ecco Caffe 707.525.9309CA Santa Rosa Loring Smart Roaster 707.526.7215CA Sebastopol Taylor Maid Farms LLC 707.824.9110CA Sonora Sonora Gold Coffee Roasters 209.589.9368CA South Lake Tahoe Alpen Sierra Coffee Roasting Company 530.541.1053CA South San Francisco Mountanos Brothers Coffee Company 800.624.7031CA Suisun Bay Area Coffee, Inc. 707.864.6264CA Truckee Truckee Coffee Roasters 530.587.2583CA Vernon F. Gaviña & Sons, Inc. 800.428.4627

CA Vista Adore Espresso 800.570.9010Cape Cape Town Origin Coffee Roasting +27214211000CO Berthoud Devils Backbone Coffee Roasters 866.776.5288CO Boulder Brewing Market Coffee 303.447.9523CO Breckenridge Breckenridge Coffee Roasters 970.453.5353CO Buena Vista The Buena Vista Roastery 719.395.4991CO Colorado Springs High Rise Coffee Roasters 719.633.1833CO Colorado Springs Buy Well International 877.294.6246CO Denver Gourmet Reserve LLC 720.849.3213CO Denver Boyer Coffee Company, Inc. 800.452.5282CO Denver ink! Coffee 303.296.8216CO Denver Dazbog Coffee Company 303.892.9999CO Denver Cafe Novo Coffee Roasters, LLC 303.295.7678CO Denver Cafe Cartago 303.297.1212CO Denver The Scottish Roaster, LLC 303.922.3104CO Denver Kaladi Coffee 720.570.2166CO Durango Durango Coffee Company 800.748.2275CO Englewood Mountain State Golden Roast, LLC 303.868.4454CO Fort Collins Cafe Richesse 970.484.1979CO Grand Junction Colorado Legacy Coffee 866.344.6558CO Inglewood Elevation Coffee Traders 303.922.3104CO Minturn Vail Mountain Coffee & Tea 970.827.4008CO Pueblo Solar Roast 719-544-2008CO Steamboat Springs Steamboat Coffee Roasters 970.879.4276CO Thornton Allegro Coffee 303.444.4844CT Branford Willoughby’s Coffee & Tea 800.388.8400CT goshen coffee-tea-etc,llc 860.491.9920CT Hartford Baronet Coffee Inc. 860.527.7253CT Lyme Ashlawn Farm Coffee 860.434.3636CT Newington Omar Coffee Co., Inc. 860.667.8889CT Old Saybrook Barrie House Coffee & Tea Co. 860.388.3605DE Delaware City Delaware City Coffee Company 302.832.3303FL Boca Raton 30 West Gourmet Coffee 561.367.0405FL Cape Coral Java D’Oro Gourmet Coffee Roasters 800.381.1752FL Clearwater Cinnamon Bay Coffee Roastery 727.466.9200FL Clearwater Melitta Usa, Inc. 888.635.4882FL Cocoa Beach Wahoo Coffee Co 321.799.2464FL Coral Gables Cafe Bom Dia 888.470.8010FL Deerfield Beach Boca Java 888.262.2528FL Fernandina Beach Latitudes Coffee Roasters & Tea Merchants 904.277.8081FL Fort Lauderdale Javalution Coffee Company, Inc. 800.260.6114FL Gainesville Sweetwater Organic Coffee Company 352.372.8342FL Hollywood San Giorgio Coffee 888.253.6881FL Jacksonville Martin Coffee Co. 904.355.9661FL Key West Island Joe’s Coffee 305.294.1190FL Key West Baby’s Place Coffee Bar, Inc. 305.744.9866FL Melbourne Carmo Specialty Coffee 321.298.0805FL Miami Cafe Don Pablo 305.249.5628FL Miami Bebidas y Alimentos S.A. (BASA) 504.551.6909FL Miami Colonial Coffee Roasters, Inc. 305.634.1843FL Miami Cafiver, S.A. De C.V. 866.511.1051FL Port Charlotte Mrs. McDougalls Roasting House LLC 941.276.0381FL Santa Rosa Beach Amavida Coffee and Trading Company 850.376.1650FL Sarasota Latitude 23.5 Coffee & Tea 877.260.9212FL Sarasota One World Coffee and Tea 941.400.2160FL South Miami Abecafe Plantations LLC 786.385.5945FL St Augustine Mystic Bean Coffee Company 904.669.7610FL st petersburg Kahwa Coffee Roasting 727-388-1340FL Tampa Valrico BROS. Coffee Co. 866.792.3267FL Tampa Javamo Coffees Inc. 877.282.7066FL Tampa Bay Coffee & Tea Company 813.841.3149FL Tampa Joffrey’s Coffee 813.250.0404GA Americus Cafe Campesino, Inc. 229.924.2468GA Atlanta Partners Coffee Company 404.344.5282GA Atlanta Atlanta Coffee Roasters 404.636.1038GA Atlanta Beanealogy 678.296.1770GA Atlanta The Buckhead Coffee Company 866.407.3090GA Atlanta, Martinez Fine Coffees 800.642.5282GA Chamblee BlackGold Coffee Company 678.315.5717GA Decatur Atlanta Coffee & Tea Company 770.981.6774GA Duluth Coffee Coffee Coffee!!!, Inc. 678.473.1400GA Gainsville St. Ives Coffee Roasters, Inc. 770.287.3200GA Griffin Safehouse Coffee and Tea 770.228.6611GA Marietta Rona Inc 770.421.9600GA Marietta Queensport Coffee 800.747.1984GA Roswell Viazza Coffee 770.664.5176GA Senoia Jungljava Coffee Co. 678.463.7836GA Smyrna Lakehouse Coffee 404.799.7774GA Smyrna Atlanta Coffee Supply Group 404.799.7774GA Woodstock Zambia Coffee Growers Association 800.803.7774Heredia Barrio Mercedes Norte Cafe Britt 800.462.7488HI Capt. Cook Captain Cook Coffee Co 808.322.3501HI Captain Cook Fike Farms 808.328.2265HI Captain Cook Koa Coffee Plantation 808.328.8803HI Captain Cook Hoku Lani, Inc. 808.328.9910HI Hanapepe Lappert’s Hawaii 808.335.6121HI Holualoa Sugai Kona Coffee 808.322.7717HI Holualoa Buddha’s Cup 808.322.6712HI Honolulu Hawaii Coffee Company 808.847.3600HI Kahului, Maui Maui Coffee Roasters 808.877.2877HI Kailua-Kona Kona Brothers Coffee Roasting Inc. 808.331.0800HI Kailua-Kona Hula Bean Coffee Inc. 808.329.6152HI Kailua-Kona Mountain Thunder Coffee/Plantation Int’l Inc. 808.325.2136HI Kalaheo Kauai Roastery 808.346.7244HI Kauai Kauai Coffee Co. 808.335.3440HI Kealakekua Greenwell Farms Inc. 808.323.2862HI Kealakekua, Kona Kona Joe Coffee LLC 808.322.2100HI Kualapuu Coffees of Hawaii 808.567.9490HI Puunene Maui Oma Coffee Roasting Co., Inc. 808.871.8664IA Cedar Rapids L & L Coffee Company 319.361.4787IA Des Moines US Roasterie 515.243.8805IA Urbandale Friedrichs Coffee 888.612.5050ID Boise Treasure Valley Coffee, Inc. 208.377.8488ID Coeur d’ Alene Cafe Avion 877.432.7890ID Sand Point Monarch Coffee Inc. 208.265.9382IL Bourbonnais Moon Monkey Coffee Company 815.304.1922IL Champaign Columbia Street Roastery 217.352.9713IL Chicago Intelligentsia Coffee Roasters & Tea Blenders 312.563.0023IL Chicago The Coffee and Tea Exchange 866.266.1936

IL Chicago Specialty Coffee Retailer 832.444.7675IL Chicago Metropolis Coffee Company 773.764.0400IL Deer Park HealthWISE Gourmet Coffees LLC 800.984.0000IL Downers Grove Sara Lee Foodservice 800.682.7272IL Edwardsville Goshen Coffee Company 618.659.0571IL Evanston Casteel Coffee 847.424.9999IL Geneva Cafe Navilu 866.339.1004IL Gurnee Hearthware Home Products Inc. 888.689.2831IL Hanover Coffeemaria 630.768.2043IL Huntley Chicago Coffee Roastery, Inc. 847.669.1156IL Lake Forest PACTIV Corp 847.482.2700IL Loves Park JavaMania Coffee Roastery Inc. 888.280.5282IL North Chicago Coffee Fresh, Inc. 847.578.0772IL Palos Hills South Chicago Coffee 708 228.0873IL Plainfield Kingdom Coffees, Inc. 815.609.6982IL Schiller Park Fratelli Coffee Co. 847.671.7300IL Spring Grove Coffee Masters, Inc. 800.334.6485IL Wilmette Link’s Sweet Bean 847.920.9260IL Woodridge Sun Rich International 630.972.0306IN Avon Bear Creek Coffee 317.272.1446IN Fort Wayne Three Rivers Coffee Co. 260.469.2233IN Greencastle, Jameson Coffee 800.694.9559IN Indianapolis Hubbard and Cravens Coffee Company 317.251.3198IN Indianapolis Julian Coffee Roasters 317.247.4208IN Indianapolis Stanton Coffee 866.280.1230IN Indianapolis Harvest Cafe Coffee Roasters 317.585.9162IN Muncie Alliance World Coffees 765.282.1004IN noblesville Noble Coffee & Tea 317.773.0339KS Lawence Z’s Divine Espresso, Inc. 785.842.7651KS New Century Danisco USA, Inc. 913.764.8100KS Topeka Cuppa Jane Coffee and Tea 800.227.3662KS Wichita Corsair Coffee Roasters 316.941.9995KS Wichita Riffel’s Coffee Co. 316.269.4222KY La Grange Safai Enterprises DBA Java Brewing Company 502.222.8922KY Louisville john conti Coffee Co. 502.499.8600KY Louisville Heine Brothers Coffee 502.456.5108KY Winchester Southern Heritage Coffee Co. 727.573.0101LA Baton Rouge Community Coffee Company, L.L.C. 225.368.4544LA Baton Rouge River Road Coffee, Ltd. 225.751.2633LA Covington New Orleans Coffee Works 866.766.6629LA Kenner Coffee Roasters of New Orleans 800.344.7922LA Metairie C.E. Colomb Co., LLC 504.304.1224LA Natchitoches Cane River Roasters 318.354.7747LA New Orleans French Market Coffee 800.554.7234LA Shreveport TheArtofCoffee.org 318.347.3205LA Shreveport Jelks Coffee Company, Inc. 800.235.7361MA Acton Terroir Coffee 866.444.5282MA Canton Dunkin’ Brands 781.737.3000MA Chicopee Galapagos Coffee Roasters 413.593.8877MA Lee Barrington Coffee Roasting Co., Inc. 800.528.0998MA Malden New England Coffee Co 800.225.3537MA Northampton Indigo Coffee Roasters 800.447.5450MA Northborough Armeno Coffee Roasters 508.393.2821MA Sommerville Coffeelands Landmine Trust 800.325.3008MA West Newbury Invalsa Coffee 978.363.8100MA West Wareham Jim’s Organic Coffee 800.999.9218Managua Managua Cisa Exportadora S.A. 505.255.9200MD Annapolis Caffé Pronto Coffee Roastery 410.626.0011MD Bethesda Arawak Coffee, LLC 301.365.3383MD Crofton Chesapeake Bay Roasting Company 800.927.6885MD Laurel Orinoco Coffee & Tea, Ltd. 410.312.5292MD Millersville The Cosmic Bean Coffee Company 410.370.1782MD Nottingham Keffa Coffee LLC 410.369.8997MD Rockville Mayorga Coffee Roasters, Inc. 877.526.3322ME Bar Harbor Benbow’s Coffee Roasters 207.288.2552ME Brunswick Wicked Joe 207.725.1025ME N. Berwick Carpe Diem Coffee Roasting Co. 207.676.2233ME Rockland Rock City Coffee Roasters 207.594.5688ME Westbrook The Freaky Bean Coffee Co 877.278.0175MI Ann Arbor Zingermans Coffee Roaster 734.929.6060MI Bay City The Harvest Coffeehouse & Beanery 989.893.0872MI Brooklyn The Evelyn Bay Coffee Company, Ltd. 800.216.7617MI Farmington Hills Chazzano Corp 248.737.9154MI Flushing The Coffee Beanery 888.385.2326MI Goodrich Shadrach, Meshach & ABeanToGo 248.819.7780MI Grand Rapids Schuil Coffee 616.956.6815MI Grand Rapids Ferris Coffee & Nut Co. 616.459.6257MI Jackson Jackson Coffee Co. 517.990.6770MI Kalamazoo Water Street Coffee Joint 269.373.2840MI Lake Leelanau Higher Grounds Trading Co. 877.825.2262MI Lansing Paramount Coffee Company 800.968.1222MI Nunica Magnum Coffee Roastery 616.837.0333MI Okemos Coffee Barrel 517.349.3888MI Plymouth Coffee Express Co. 734.459.4900MI Troy Enchantment Coffee 734.945.4037MI Walled Lake Java Master 248.669.1060MI Waterford Beanstro Specialty Coffee Roasters 866.239.1212MN Anoka Paradise Roasters 877.229.6336MN Buffalo Custom Roasting, Inc. 763.682.4604MN Buffalo Asplund Coffee LLC 763.682.6633MN Duluth Alakef Coffee Roasters, Inc. 218.724.6849MN Le Center European Roasterie, Inc. 507.357.2272MN Minneapolis Flamenco Organic Coffee Co. 612.728.7208MN Minneapolis Caribou Coffee Company, Inc. 888.227.4268MN Mpls B & W Specialty Coffee Co. 800.331.2534MN Paynesville Midnight Roastery 320.333.0168MN Saint Paul White Rock Coffee Roasters 651.699.5448MN St. Louis Park Tom Becklund Coffee 952.929.9027MO Chesterfield LGC, LLC 314.277.9585MO Kansas City Parisi Artisan Roasters 816.455.4188MO Kansas City The Roasterie, inc. 816.931.4000MO Laurie Omega Coffee Co. 866.855.3267MO Raytown Puddin’ Head Coffee 816.868.5581MO St Louis Mississippi Mud Coffee Roasters 314.369.0432MO St. Louis Ronocco Roasters 800.428.2287MO St. Louis Chauvin Coffee Corp. 800.455.5282MO St. Louis Ronnoco Coffee Co. 314.371.5050MT Billings Rock Creek Coffee Roasters 406.896.1600MT Billings City Brew Coffee & Cool River Roasters 888.545.4675

Specialty Coffee RoastersSpecialty Coffee RoastersThis is a listing of current SCAA Wholesale Roaster members. If you would like to add or edit your listing, please use our online form at www.CoffeeTalk.com.


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MT Billings Beartooth Coffee Roasters 877.777.5282MT Great Falls Cool Beans Coffee Pub 406.454.8860MT Great Falls Morning Light Coffee 800.290.8443MT Great Falls Montana Roastery Group Inc. 406.453.8443MT Kalispell Fieldheads Coffee Company 406.249.5775MT Lolo Hunter Bay Coffee Roasters, Inc. 406.273.5490MT West Yellowstone Morning Glory Coffee & Tea inc. 406.646.7061MT Whitefish Montana Coffee Traders 800.345.5282NC Asheville Asheville Coffee Roasters 828.253.5282NC Carrboro Carrboro Coffee Company 919.968.4760NC Cary Mr. Toad’s Coffeehouse & Roasters 919.462.3320NC Charlotte Dilworth Coffee 704.554.7111NC Concord S&D Coffee Inc 800.933.2210NC Durham Counter Culture Coffee, Inc. 888.238.5282NC Durham Broad Street Coffee Roasters 919.688.5668NC Greensboro Carolina Coffee Roasting Company 800.457.2556NC Hampstead Java Estate Roastery, Inc. 800.573.5282NC Hillsborough Joe VanGogh 919.644.0111NC Raleigh Stockton Graham & Co. 919.881.8271NC Raleigh Eighth Sin Coffee Company 919.832.8898NC Wilmington Port City Roasting Co. 910.796.6647NC Wilmington Cape Fear Roasters, LLC 910.254.9277NC Winston-Salem Krispy Kreme Coffee Company 336.726.8845ND Westhope, MoJo Roast, Inc. 701.245.8080NE Bellevue Harvest Roasting 402.932.8856NE Lincoln The Mill Coffee and Tea 402.475.5531NE Omaha Scooter’s Coffeehouse 866.863.7266NE Omaha Midwest Custom Roasting 402.330.6368NE Omaha La Rue Coffee 800.658.4498NE Omaha Pear’s Coffee 402.551.8422NH Amherst A&E Custom Coffee Roastery 603.578.3338NH Canterbury Granite Ledge Coffee 603.267.9444NH Center Tuftonboro The Black Bear Micro Roastery 603.569.6007NH Dover Piscataqua Coffee Roasting Co. 603.740.4200NH Manchester Java Tree Gourmet Coffees, Inc. 603.669.7625NH Strafford Two Loons Coffee 603.664.5722NJ Avon Coffees and Teas of Yesteryear 732.500.7377NJ Boonton MG Coffee 973.277.5693NJ Bricktown Corim Coffee 732.840.1670NJ Deptford Talk N’ Coffee 800.597.2326NJ Forked River Davan Espresso, Inc. 609.693.8822

NJ Hackensack Oro Caffe’ 201.343.1793NJ Hackettstown Nashville Coffee Company, Inc 908.852.1619NJ Jersey City Leodoro Coffee Systems 888.442.6333NJ Jersey City Kobricks Coffee Co. 201.656.6313NJ Lambertville Rojo’s Roastery 609.397.0040NJ Maywood Moon Doggie Coffee Roasters 201.556.0111NJ Mickelton Crescent Moon Coffee Raosters 856.832.0626NJ Millville Kaffe Magnum Opus, Inc. 800.652.5282NJ Newark The Law Coffee Company 973.344.2270NJ Pennsauken Lacas Coffee Co 856.910.8662NJ Skillman Orpha’s Coffee Shop 609.430.2828NJ Titusville Coffee Bean Direct 888.232.6711NJ Toms River Wien & Bald Coffee Farms 848.333.9241NM Albuquerque Red Rock Roasters 800.873.9793NM Albuquerque New Mexico Coffee Co. 505.856.5282NM Albuquerque New Mexico Pinon Coffee 505.298.1964NM Santa Fe Zulu Brew 505-310-0929NSW Kiama (Sydney) South Coast Coffee and Tea Company 614.252.7943.7NV Las Vegas The Whole Bean 877.536.5662NV Las Vegas Organic Planet Coffee & Tea 866.814.6728NV Las Vegas Keoki’s Donkey Bean Coffee Company 702.216.0982NV Reno Wood-Fire Roasted Coffee Co. 775.856.2033NV Reno Agtron, Inc. 775.850.4600NY Binghamton Java Joe’s Roasting Co., Inc. 607.348.0444NY Bowmansville Parkside Coffee 716.681.3078NY Brooklyn Café La Semeuse 718.387.9696NY Brooklyn Gillies Coffee Co. 718.499.7766NY Brooklyn Hena Coffee 718.272.8237NY Corning Soul Full Cup 607.936.9030NY Flushing Ch Group Corp 718.762.3479NY Ithaca gimme! coffee 607.273.0111NY Kingston Monkey Joe Roasting Co. Inc. 845.331.4598NY Long Island City White Coffee Corp. 800.221.0140NY Long Island City Fresh Direct 718.928.1195NY Maspeth Eldorado Coffee Ltd. 718.418.4100NY Melville 7-Eleven Inc. 631.421.7809NY New York Joy Brazil Coffee Inc. 212.874.6906NY New York Nespresso 800.566.0571NY New York LavAzza 800.466.3287NY New York Colombian Coffee Federation, Inc. 212.421.8300NY New York Porto Rico Importing Co. 800.453.5908

NY Oneonta B. K. Associates International 607.432.1499NY Penn Yan Keuka Lake Coffee Roasters / JAVA-GOURMET 888.478.2739NY Port Chester Waterfront Roasters 800.690.7230NY Red Hook J.B. Peel Coffee & Tea Company 845.758.1792NY Rochester Spin Caffe Coffee Roasters 585.506.9550NY Syracuse Cafe Kubal Coffee Roasters 315.278.2812NY Troy Grafton Hills Coffee Roasters, Inc. 518.686.3336NY Water Mill Hampton Coffee Company 631.726.2633NY Woodside Shock Coffee 888.337.4625OH Akron Susan’s Coffee & Tea 800.237.9056OH Akron Angel Falls Coffee Company 330.376.5282OH Berea Red Cedar Coffee Co., LLC 440.260.7509OH Brecksville Caruso’s Coffee 440.546.0901OH Cincinnati P&G 513.983.1000OH Cleveland Berardi’s Fresh Roast, Inc. 800.876.9109OH Columbus Crimson Cup Coffee & Tea 888.800.9224OH Columbus Stauf’s Coffee Roasters/Cup O’ Joe 800.778.2837OH Kettering The Fine Grind 937.293.2925OH Lancaster Chief Cooker 877.916.6537OH Malvern Rosta’s Roast 330.863.1726OH mentor Java Express Coffee Co. 440.974.5119OH Rockbridge Hocking Hills Roasters, Inc. 740.994.0454OH Sylvania Drake’s Fine Coffee Roasting 419.882.0800OH Vandalia Boston Stoker 937.890.6401OH West Chester A Coffee Affair L.L.C. 513.759.2200OH West Chester Queen City Coffee Company 800.487.7460OK Oklahoma City US Roaster Corp./Roasters Exchange 405.232.1223OK Oklahoma City Neighbors Coffee 800.299.9016ON Oakville Reunion Island Coffee 800.565.5950Ontario Georgetown The Ultimate Bean Coffee Roasting Co. 905.702.7728Ontario Windsor Colonial Coffee Co. Limited 519.966.9733Ontario Woodbridge Oro Caffe North America 866.676.2233OR Albany Allann Bros. Coffee Co., Inc. 541.812.8000OR Ashland Noble Coffee Roasting 541.326.1382OR Bandon Rayjen Coffee Company 541.347.4065OR Central Point Mellelo Coffee Roasters 541.779.9884OR Eugene Cafe Mam/Royal Blue Organics 888.223.3626OR Joseph Motley Brew Coffee Company® 541.432.2326OR Newberg Caravan Coffee 503.538.7365

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OR North Plains Oregon Coffee Roaster, Inc. 503.647.5102OR Portland Coffee Bean International 503.227.4490OR Portland Great Coffees of America 503.223.0033OR Portland K&F Select Fine Coffees 800.558.7788OR Portland Nossa Familia Coffee 800.525.1610OR Portland Provenance Hotels 503.395.2122OR Portland Stumptown Coffee Roasters 503.758.2251OR Portland Bridgetown Coffee Company 503.224.3330OR Portland Portland Roasting 800.949.3898OR Portland Kobos Coffee Company 503.222.2302OR Portland Boyd Coffee Company 800.545.4077OR Stayton Tico’s Coffee Roasting Co. 503.999.8426PA Ardmore Main Line Coffee Roasters 610.642.3066PA Beach Lake Beans, Inc 570.575.6500PA Collegeville Claddagh Coffee Company 610.416.1534PA Delaware Water Gap Watergap Coffee Company 570.897.6898PA Hershey The Harbour Coffee Co. 717.534.2439PA Lancaster College Coffee Roasters 717.293.0605PA Langhome Bucks County Coffee Company, LLC 215.741.1855PA Lewisburg Cafe Latte 570.546.6501PA Philadelphia Blue Water Coffee 215.848.3498PA Philadelphia La Colombe Torrefaction 215.426.2011PA Reading The Reading Coffee Roasters 610.373.7323PA Royersford Ellis Coffee Company 215.537.9500PA Verona Arbuckle Coffee Co. Inc. 412.653.8378PA West Chester Morning Star Coffee 888.854.2233PA Wynnewood Quaker Coffee Co. 610.642.0544PR Jayuya Hacienda San Pedro 787.828.2083PR Canovanas Cafe Porto Rico 787.701.6188PR Canovanas Torrefazione Roma Inc. 787.701.6188Qld Burleigh Heads Amore Coffee 617.559.34000Qld Hamilton Island Whitsunday Gold Coffee +614.087.76311RI Providence Coffee Exchange 401.273.1198RI Rumford New Harvest Coffee Roasters 401.438.1999RI West Greenwich Paravisini Coffee Company 401.623.8775SC Blythewood Iron Brew Coffee Co. 888.448.1441SC Charleston Charleston Coffee Roasters 843.266.7444SC Columbia Mac’s Java Coffee Roasters 803-233-1368SC Columbia Turtle Creek Coffee 803.419.2020SC Greenville Upstate Coffee Roasters 864.275.0442SC Orangeburg Orangeburg Coffee Roasters 803.536.9684SC Travelers Rest Leopard Forest Coffee Co. Inc. 864.834.5500SD Hill City Dry Creek Coffee 605.209.4999SD Rapid City Bully Blends Coffee & Tea Shop 605.342.3559SD Rapid City Dark Canyon Coffee Co. 605.394.9090TN Chattanooga Greyfriar’s Coffee, Rarecoffee.com 423.648.9267TN Chattanooga Stone Cup Roasting 888.698.4404TN Chattanooga Bluff View Art District, Inc. 423.265.5033TN Knoxville Goodson Bros Coffee Company, Inc. 800.737.1519TN Maryville Vienna Coffee Company, LLC 865.567.2058TN Nashville Bongo Java Roasting Co. 615.777.2572TN nashville Gridge’s Coffee & Roasting Co. 931.525.3900

TX Addison Addison Coffee Roasters 972.404.1145TX Arlington Mawker Coffee 469.569.6718TX Austin Kohana Coffee 512.904.1174TX Austin Caffe Sanora 512.732.8300TX Beaumont Texas Coffee Co. 409.835.3434TX Brenham Independence Coffee Co. 979.836.3322TX Carrollton Aah! Coffee 214.636.6790TX Cedar Park Waterfall Gourmet Beverages 512.258.5281TX Dallas Globex America 214.353.0328TX El Paso El Paso Coffee Roasters, LLC 915.587.7526TX Euless Java Nights 469.682.5355TX Fort Worth Rodak’s Custom Roasted Coffee 817.924.6821TX Fort Worth Mother Parker’s Tea & Coffee Inc. 800.387.9398TX Houston Cadeco Industries Inc 713.670.0700TX Houston Voyava Republic 713 579.4963TX Houston Lola Savannah GP 713.222.9800TX Houston R. Dalton Coffee Co. 713.934.8234TX Houston Jumel Leasing 713.516.8750TX Nacogdoches Java Jack’s Coffee House Brand 936.560.3975TX Oak Point Fair Farms Coffee Roasters and Tea Company 972.294.1266TX San Angelo DeCoty Coffee Co. 800.588.8001TX San Antonio Aspen Beverage Group 210.684.6363TX Spring Cuvee Coffee Roasting Company 866.688.6608TX Tyler Distant Lands Coffee Roaster 800.346.5459TX Tyler Coffee City USA 888.583.9526UT Logan Caffe Ibis Coffee Roasting Co 888.740.4777VA Charlottesville Shenandoah Joe Coffee Roasters 434.295.4563VA Lexington Lexington Coffee Roasting Co. 800.322.6505VA Luray Kiariz Coffee 703.434.2844VA Luray Kiariz Coffee Source 540.743.3280VA Norfolk First Colony Coffee & Tea 800.446.8555VA Orange Orange Roaster 866.739.5282VA Portsmouth Massimo Zanetti Beverage USA, Inc 757.215.7366VA Ruckersville Mountain View Coffee Roasters 434.985.1563VA Salem Mill Mountain Coffee 540.989.7749VA Salem Nova Roast 540.239.2459VA Stuart Honduras Coffee Company 877.466.3872Victoria Mornington Five Senses Coffee Victoria 035.975.5221VT Bristol Vermont Coffee Company 802.453.2776VT Burlington Speeder & Earl’s Coffee 800.849.6041VT Waterbury Vermont Artisan Coffee & Tea 866.882.7876VT Waterbury Green Mountain Coffee Roasters 800.545.2326WA Bainbridge Island Bainbridge Island Coffee Roasters 877.807.7207WA Bainbridge Island Fogwoman Coffee 206.855.9061WA Bellevue Stellar Breeze Organics, Div CPG Inc. 800.213.6463WA Bellevue Attibassi 425.319.9393WA Bellingham Onyx Coffee 360.739.2693WA Bellingham Moka Joe 360.714.1953WA Burlington Fidalgo Bay Coffee 800.310.5540WA Camano Island Camano Island Coffee Roasters 360.387.7493WA Camano Island, Black Dot Coffee/Hendrix Brother Coffee 877.262.3706WA Cle Elum Pioneer Coffee Roasting Company 509.674.4100

WA Ellensburg D&M Coffee Company 800.264.5282WA Everett Urban City Coffee Roasters 866.797.5282WA Gig Harbor Jake’s Brew Company 866.417.0876WA Kent McCauley Coffee Roasters, LLC 253.859.4303WA Leavenworth Alpine Coffee Roasters 800.246.2761WA Lynnwood Silver Cup Coffee 800.311.7275WA Maple Valley Java! Java! Coffee Co. 425.432.2184WA Mt. Vernon La Crema Roasting Company 360.333.1035WA Olympia Batdorf & Bronson Coffee Roasters 800.955.5282WA Olympia Olympia Coffee Roasting Co. 360.753.0066WA Seattle Pangaea Organica 206.226.5012WA Seattle Fonte’ Coffee Roaster 888.783.6683WA Seattle Caffe D’Arte 800.999.5334WA Seattle Caffe Luca Coffee Roasters 206.575.2720WA Seattle CAFFE VITA Coffee Roasting Co. 206.709.4440WA Seattle Caffe Umbria, Inc. 206.762.5300WA Seattle Tully’s Coffee 206.233.2070WA Seattle Zoka Coffee Roaster 866.965.2669WA Seattle Starbucks Coffee Co* 206.318.6937WA Seattle Pura Vida Coffee 877.469.1431WA Shoreline Seattle Gourmet Coffee 206.417.5599WA Shoreline Giday’s Coffee 206.407.4163WA Shoreline Soft Coffee 800.428.2637WA Snohomish Lowery & Co. Inc. 360.668.4545WA Spokane Craven’s Coffee Company 800.214.2326WA Spokane Thomas Hammer Coffee Roasters 509.535.4806WA Sumner Dillanos Coffee Roasters 800.234.5282WA Sumner Fox Hollow Coffee, Inc. 253.891.0500WA Tacoma Valhalla Coffee Co. 253.752.7178WA Tumwater Raven’s Brew Coffee-WA 800.917.2836WA Tumwater Dominic’s Coffee Co. 866.759.9036WA University Place Firehouse Coffee Company 253.606.4134WA Vancouver BJ’s Coffee Roasters 503.357.1195WA Vashon The Vashon Island Coffee Roaster 206.463.9800WA Woodinville Isle Of Granelli 425.487.6824Western Australia East Perth Punch Coffee Company 618.922.5565.7WI Appleton Jacques Cafe 920.707.4896WI Beloit The Broaster Company 800.365.8278WI Elkhart Lake Wild Grove Roastery 414.807.3699WI Green Bay La Java a Roasting House 920.662.0500WI Lake Mills Coast-to-Coast Cafe, LLC 866.648.8244WI Madison Johnson Brothers Coffee Roasters, Inc 608.256.5282WI Madison Ancora Coffee Roasters 608.255.2900WI Madison Ancora Coffee Roasters, Inc. 608.255.2900WI Madison Kaldi’s Best, LLC. 608.252.9700WI Milwaukee Alterra Coffee Roasters, Inc. 414.273.3747WI Pepin Great River Roasters 800.984.5282WI Sheboygan Wild Carrot Cuisine LLC/Vida Coffee 920.207.7672WI Sturgeon Bay Door County Coffee & Tea Co. 800.856.6613WI Watertown Berres Brothers Coffee 920.261.6554WV Ellenboro Happy Trails Cafe 304.869.3635WY Jackson Hole Great Northern Coffee Co., Inc. 800.216.5323WY Laramie Coal Creek Coffee Co. 800.838.7737WY Sheridan James Smith 307.672.1744

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BACKGROUND: Chocolate and Coffee: an ideal marriage between two foods of thegods! And the minister of this perfect union is a talented, charming woman who under-stands the challenge and passion inherent in getting this pair together. Not just anotherpretty face however, Ginger Elizabeth Hahn has a rock solid, professionally trained back-ground in the dessert field of cuisine. She studied pastry for two and a half years at TheCulinary Institute of America in Hyde Park, went on to intern with master chocolatier,Jaques Torres, and even served her pastries at The James Beard House. All this, beforeshe became pastry chef for a number of prestigious restaurants in Chicago and finally backhome in California. Yet Ginger always had a guiding directive that kept her movingforward, working and saving to open Ginger Elizabeth’s Chocolates. And here she resides,in a trendy downtown neighborhood of Sacramento, near the State Capitol Building, as anartisanal chocolatier extraordinaire in her ownchocolaterie!

CAFÉ ENVIRONMENT: Cool, clean and sleek,befitting the environment that fine qualitychocolate demands, Ginger Elizabeth’s doorsopen into a mouth watering world of filledchocolates and truffles, pastries and cakes,chocolate bars and barks, pate de fruits andcookies called Parisian Macarons (not amacaroon). With the help of her husband TomHahn, she has designed a shop that allows hercustomers a window into her kitchen—a bravemove that exposes herself and her staff toscrutiny that not many chocolatiers welcome!The upside however, is the feeling that you aretruly getting a whole chocolate experiencewhen ordering; you not only see the gleamingglass shelves lined with temptations, you see the labor going on behind those tasteful bites.

FLAVOR PROFILES: The welcome surprise amongst all of this delicious enticement is the strong andgrounding presence of coffee. Besides serving Espressos to compliment her confections, the flavors ofcoffee within her individual chocolates and pastries shine through. Coffee on its own, chocolate on itsown—wonderful stuff. However, it is rare indeed, to find a balanced combination of two of the world’smost popular flavors. Four of Ginger’s offerings fill that bill. First, there is a most intriguing confection:a Yirgacheffe White Chocolate. This is made by infusing whole Yirgacheffe coffee beans in cream,mixing the strained infusion (she calls white coffee), into white chocolate that has been boosted witha little finely ground and brewed coffee, Kahlua and butter. After and letting the resulting ganache restuntil solid, it is cut into squares that are enrobed with a fine dark chocolate coating and marked witha signature swirling white chocolate top. WOW! The taste is a creamy, subtle, precious blending ofthose two lovely flavors of chocolate and coffee. Can it get any better? Wait, there’s the premierepastry offering: Café Crèmeux. This chilled dessert is a whipped chocolate Crème Anglaise—denserthan a mousse but lighter than a pudding—molded around an espresso dark chocolate flourless cakecenter that sits atop an orange scented shortbread cookie. Then the whole decadent thing is enrobedwith a milk-chocolate-coffee-flavored shell. Not enough chocolate and coffee? How about thissatisfying indulgence on a hot day: a Parisian Chocolate Macaron Sandwich with Espresso Ice Cream.(The ice cream is homemade too, of course.) Or maybe try something light: a Coffee Caramel Macaron.This petite treat is an ethereal, fragile, and delectable almond “cookie” filled with a soft coffee andcaramel flavored center. WHEW! (As if all of this were not enough, during this visit, her mother broughtin fresh plums for a tart-sweet Family Plum Tree Macaron!)

FIELD NOTES: Besides making everything from scratch, (no extracts or artificial flavors allowed),Ginger uses freshly roasted coffees from a neighboring coffee roaster/retailer, Old Soul Company. Herchoice supports local coffee friends and insures that she gets exactly the coffees that she wants. (Sheis currently working out a chocolate bar made with the addition of roasted espresso beans, experi-menting with different single origins.) As I contemplate the teeth-scrape-marks left through the silkycenters of Ginger Elizabeth’s chocolate and coffee confections (a sign of a perfect ganache), I sigh withthe sad knowledge that I do not live in Sacramento. Dear Ginger: please keep up the great work so youcan open closer to all of us chocolate and coffee fanatics!

OLD WORLD ARTISAN COFFEE:Introducing an old world artisan coffee product into the 21st Century cannot be an easy task. The myriadstyles of American espresso have confused the American palate to a degree that, when confronted withtraditional Italian espresso, the first time sipper may be mystified by the experience. WHAT? This drinkis smooth, flavorful, and aromatic (as opposed to sharp, angular and too often bitter). This is espresso?!Yes, Virginia, this is Miscela d’Oro espresso, “blend of gold.” But the road to American acceptance isstill bumpy for this small artisan company, and so here’s their story… and their challenge.

The Urbano family business began operating in 1946 in Messina, Sicily, where the company’s

founders, Umberto and Emanuela, began roasting smallamounts of meticulously chosen coffee for their localmarket. By the 70’s, the next generation, FrancescoUrbano, focused the company’s strategic interest onmarkets across Italy and newer distribution segments:specialty stores and supermarkets. In the 1980’s theyexpanded with automated storage, roasting and packingsystems. At the end of the 90’s, with the arrival of thethird generation, a commercial strategy evolved, in orderto serve foreign markets. Now under Umberto Urbano,

the company image was completelyrestyled, the logo changed and thepackaging redesigned. In 2000, theUrbano family opened a new plant,equipped with state-of-the-art technolo-

gy and improved storage, roasting andpacking capacities. Over the past 60 years, they have evolved from a small workshopto a modern facility, but the typical characteristics of a family-run, artisan business arestill in place.

THE THIRD GENERATION SPEAKS:Umberto Urbano tells us, “My father – who still roasts every day in our factory – hasthe soul of an artist. And he has passed this to me. We feel responsible for protectingthe beauty of the product: how it is made and handled and packaged.

I see success in any market as coming from three main factors. First, is theespresso good enough to convince someone to pick it up? When we pull a shot foranyone who’s serious about espresso, the coffee sells itself. We have a very strongtrack record of quietly turning chefs and cafés onto Miscela d’Oro as a beautiful,artisan espresso product that’s very authentically Italian, and a welcome alternative toindustrial Italian espresso brands.

Second, there is, of course, the question of price. For an artisan Italian espresso,we’re priced well, so I don’t fear the question of price. We have been very careful tokeep our pricing competitive — even in these times when the dollar-to-Euro exchange

is putting pressure on us.And third, there is the question of market reach. We know North Americans are becoming very

sophisticated about what great espresso really means in terms of flavor profile and consistency. In2007 we hired a sales team focused on selling outside the New York area, and we are just beginningto talk to people in other key markets – Vancouver, Chicago, Las Vegas, Los Angeles. And we nowhave the team, the infrastructure, in place to uphold Miscela d’Oro’s commitment to quality in salesand customer service.”

NEW WORLD ART:“Quality, elegance, simplicity” is Miscela d’Oro’s motto, and it was in high evidence at the SCAA 2008Convention in Minneapolis. Their booth was centered in the middle of giant boards of “coffee art”photographs, hung from high metal scaffolding, swinging slightly in the indoor breeze of the conventioncenter. This exhibition, called “Facce e Fiori” (faces and flowers) caused a minor sensation, a buzz ofinterest among the usual displays. Was this about “art” or “coffee?” It was both!

In 2006, the company decided that the time had come to radically change its image, entrustingthis change to a master of creativity, Oliviero Toscani. An international designer most well known forhis United Colors of Benetton ads, Toscani was hired to design a 60th anniversary image for Miscelad’Oro. And his wild “bean art’ marked their entrance into the American market with a creativeexplosion! He captured the very essence of their brand – a modern company with an artisanal mentality– working grounds, beans, and pods of coffee into fanciful and luminescent designs.

THE COFFEES:As apparent in the strongly flavored foods of Sicily (think Grilled Swordfish with Raisins and Olives),the espresso coffees of Miscela d’Oro are equally complex and rich. Their velvety Grand’Aroma (apredominance of premium Arabica from Central/South America and selected Robusta coffees from Asia)is aromatic, floral, delicate, and fragrant, with a mildly acidic, superb aftertaste. The Gran Crema (ablend of coffees from Central/South America and selected Robusta from Asia and Africa) has an intenseflavor and a thick velvety crema. The most popular Gusto Classico (a balanced Arabica and Robustablend from South America and Africa) is a traditional Italian blend with a strong body, a thick crema,and a strong, chocolaty, pleasant, and lingering aftertaste. Surprisingly, their Espresso Decaffeinato(another well-balanced and calibrated blend) is a dead ringer for its caffeinated cousins. All of theseespressos are available in whole bean, ground, pods, single and double servings and more.

FIELD NOTES:From Umberto’s mouth… “Many people in North America are doing very interesting work creating newpersonalities and flavors in the espresso category. But I can’t be a micro-roaster from Seattle or Mr.Peet from Berkeley. I am what I am: an artisan from Sicily who’s bringing a very unusual and authenticflavor from the birthplace of espresso — Italy. My dream for North America is to bring people into theMiscela d’Oro family who understand this principal, who care passionately about authentic espressoand who get excited about discovering this special Sicilian espresso that surprises them with its quality,its flavor and its personality.” Bravo, Miscela d’Oro! CT

Report- from the fieldsArtisanal Farms, Roasters and Independent Shops

Chocolate Loves Coffee!By Joan Nielsen

STATS:Ginger Elizabeth’s Chocolates1801 L Street, Suite 60Sacramento, CA 95811916.706.1738www.gingerelizabeth.com

Ginger Elizabeth Hahn,Chocolatier / Owner


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As we work hard to keep our product offerings and our brands fresh and relevant,it is very tempting to jump on the latest trends and fads. Particularly when timesget harder as our economy slows, it is tempting to reinvent ourselves to fit whatwe think the customer is looking for today. You know, new slogans and taglines...new product packaging—all playing to the latest pop-cult phenomena, hot colors,and new vibes.

But is that really the solution? The short answer is “no.” And especially “no”in an uncertain economy.

If anything, jumping on the latest trends will have the opposite effect. Brands,including your own, cannot and should not be all things to all people. Nor shouldit be diluted by constantly going after whatever is trendy at the expense ofconsistently reinforcing their core values and assets.

If your brand is becoming less relevant than it should be, then your corevalues, and the way they are aligned and projected—or not—should be examinedand addressed.

Consumers respond to values they identify with more than they do passingtrends particularly if those values are culturally ingrained and have deep personalmeaning for them as human beings.

Brands should have the ring of authenticity and conviction. They shouldpossess and express:• A reason for being• A definitive point of view and/or unique position• A system of beliefs• Clearly defined values and assets

The unearthing of a brand’s core values and truths must then be consistentlyacted upon in everything that companies communicate and in every decision thatis made. There has to be complete alignment at every touch point so that the brandis consistently and faithfully portrayed to employees, business partners, stake-holders, and customers.

It is still true that consumers choose products based on price, quality, andcachet. Yet to a considerable degree brands with deeply significant culturalmeaning override these aspects of marketing. When strong brands like Starbuck’s,Coca Cola, and Nike are marketed, their core values are leveraged in a consistent,targeted manner that does not respond to every trend or fad.

Since consumer culture continues to change and evolve, brands must changewith it, but without losing their essences in the process. Companies no longeroperate autonomously behind impenetrable walls. So why do some continue tomarket in that manner?

We are smart to realize that we no longer have absolute control over ourbrands through carefully crafted external images. Consumers have wrested a size-able share of control away from us. Everything about our companies and ourbrands are becoming transparent now. Consumers play an active role in the shap-ing of brands, thanks to...• The Internet• Social media• YouTube• A significant increase in WOM (word-of-mouth)• Consumer attitude of ownership

The way your customer attributes specific meaning to your brand, helps deter-mine your brand’s evolution. So, over time, our brands are increasingly slipping outof our hands and becoming shaped by our customers who identify with what westand for and the way they benefit from what we offer.

Actively engage your customer bases, seeking their input on company-sponsored blogs, even asking for submissions of ideas. Plug into the free-flowingconversations among consumers to learn more. Pay attention to what WOM isconveying about your brand and your competitor’s brand.

Jumping on superficial, passing trends would only muddy the brand and causeconfusion and disconnects. However, by making changes that are responsive tothe ways customers’ view the brand and how they want to use it, the brandremains viable, relevant, and meaningful.

The idea of letting consumers internalize the brands they identify with in adeeply, more personal way, and dictating gradual changes is orchestrating brandnew thinking. Result: the consumer is more in tune with culturally significantbrands more than ever.

And when it comes to brands, ongoing cultural relevance trumps the latestfads and trends hands down. CT

Lisa Olson is the President of Smart Marketing, Inc.Have a marketing question? Submit it to Lisa at [email protected].


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by Lisa Olson

Trends aretempting...should you jump on onewith your Brand?

I’m exhausted. Saving souls is sucking the energy out of me. I can’t wait to startcooking again.

I’m about to open a sh*t hot restaurant in Naperville, IL. September 12th tobe exact. We’re racing toward the finish line. How do I know it’s going to be good?Well, staffing for starters. Actually, that’s probably the most important element.Ok, that and the fact that it’s in a small, luxury hotel. The name of the restaurant?SugarToad. SugarToad at the Arista, to be exact. Why SugarToad? Because all theother names have been taken: Bread, Salt, Tomato, Basil, Butter, Olives, Fig,Arugula, Peppercorn. They’ve all been taken. But not SugarToad. We’re the first.Actually, a sugartoad is a small blowfish (northern puffer) from the ChesapeakeBay. Sweet as sugar they are, and ugly as a toad. We figured we’d get everyone’sattention.

So why am I so tired? G*dd*m job fairs and interviews, that’s why. If I getone more mortgage broker with no restaurant experience applying for my GMposition, I’m gonna flip out. But that’s not the worst. The worst is the kids, thepoor misguided souls that think that being a sous chef is more important thanlearning to cook. The term ‘sous chef’ actually means ‘dumb cluck’ in French.Really. And these poor kids think it’s some kind of badge of honor. Dumb clucks.

My favorite so far, in the world of stupid, is the kid who worked at CharlieTrotter’s for a few months (his dad got him in) and then took a job at TGI Friday’s.When I asked him about it, he replied, with a smugness I had not seen before, “atTrotter’s I was at the bottom. So I did an ‘end run’ and became a sous chef at

Friday’s.” He was so proud of himself. Dumb cluck.I felt compelled to save his soul. First, I told him how pathetic he was for

wanting to be called Chef without ever learning to cook. Then I gave him the ole‘elevator’ speech.

“Think of your career as an old fashioned elevator where you have to turn acrank to get up a floor. You struggle and struggle to make it up a floor. It’sexhausting, but you make it up yet another floor, and maybe another. Then some-one offers you a job paying $18 an hour and gives you a title, like say Chef. So,you get off the elevator. In this industry, the floor you get off on is most likely thefloor where you’ll stay. Almost nobody gets back on the elevator (pay cut, abuse,cheaper chef coats).”

Then I offer my perception that of all the cooks in the country, one out of athousand is great. So figure that within 15 miles of your house there are 3,000cooks, are three of them great? I go on to explain that as cooks, we’re blue collarworkers, ditch diggers if you will. We come to work to dig the best ditch we canand at the end of the day, we climb out to admire it. But these kids, I tell ya, thinkit’s about getting on TV, or having your picture show up in a magazine. It’s notabout celebrity, it’s about cooking. Is that really so hard to grasp?

I’m here for you. My mission is to save souls. If you want to be a stonecutter,pick up a hammer and move that mountain. In ten years, you’ll be the best stonecutter in the world. If you want to be a great cook, start stirring grits. Watch themas they develop, watch them as they start to shine, taste the corn, the salt, thebutter. When they’re great, you’ll know it. It’s not about being famous. It’s aboutbecoming the best cook you can be.

That’s my secret to hiring the best team. If you inspire them at hiring, get

them to see what it takes to learn to cook, set high standards, and never, ever

compromise them, you will have saved souls and opened a great restaurant. CT

Jimmy Sneed was chef/owner of The Frog and the Redneck in Richmond, Virginiaand a two time James Beard nominee. He currently operates SugarToadManagement, a restaurant and product development consulting business.Email Jimmy [email protected].

by Jimmy Sneed


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El Salvador plansbright coffee future withCup of Excellence® resultsAs El Salvador coffee farmers prepare toship their award winning Cup ofExcellence® coffees across the globethey are basking in the recognition thattheir coffees are considered world classby any standard. The country enjoyed arecord breaking price for this years’ Cupof Excellence auction and with theaverage price per pound well over$5.00lb the country cemented its quali-ty reputation. Ernesto “Neto” Menendezis the owner of La Illusión, whichfetched the highest price ever paid for aCOE El Salvador coffee. A group ofroasters successfully bought the firstplace coffee, La Illusión, for $20.10lb onJune 5, 2008. For more information visitwww.cupofexcellence.org.

iSi® Thermo Whip hot and coldpresentation made easyThe iSi Thermo Whip is truly aprofessional kitchen tool. NSF certified,it is the first whipper with thermalcapabilities. The iSi Thermo Whip cankeep cold contents cold for up to 8hours. No refrigeration needed. Inaddition, the iSi Thermo Whip can keepingredients warm—for up to 3 hours—without reheating. The iSi Thermo Whipis easy to handle and can travelanywhere in your facility keeping thecontents fresh and at the right temper-ature. The iSi Thermo Whip provides aone-pint capacity and is powered by theindustry standard iSi N2O chargers. Formore information visitwww.isinorthamerica.com.

Elevation’s “Trek-to-Success”can lift your coffee business toa higher groundExpect more from your coffee roaster.Award-winning coffee is only thebeginning. Quality, consistency, andexperience create the long-term loyaltythat fuels your success.When you partner withElevation Coffee Tradersyou are teaming with along line of coffee expertsthat understand everyaspect of your business.Consider us your one-stopresource for helping withthe everyday challenges ofoperating a successfulindependent coffee house.Product versatility enablesyou to adapt your menuaround your customersand your unique location.Increase sales withindustry targeted market-ing. Introduce programsthat build awareness and

loyalty in your community. Knowingwhat your customers want is the singlemost important element of bringing inmore business. So whether coffee isthe primary focus of your business orsimply a finishing touch, we can helpyou compete against the big guys.For more information visitwww.elevationcoffeetraders.com.

Taylor® Company launches itsSlushosity™ slushmerchandising programTaylor® Company introduces Slushosity™a new merchandising program developedto help operators capitalize on theever-growing frozen carbonated bever-age market. Taylor’s frozen carbonatedbeverage machines now have graphicsthat are as “cool” as the refreshingfrozen beverages they dispense. Thesenew, bright and exciting graphics createa sizzle that will help build business withnew and existing customers. When youcombine Slushosity™ with any popularFCB slush product and the Equiflex™financial package, you have a fun andaffordable total program. All you have todo is visit www.taylor-company.com toget started.

Coffee Fest gets new look inweb site revampCoffee Fest has put on a new face andit’s more than just a pretty one. Therevamped web site offers streamlinedonline event registration and securepayment options, among otherfeatures, that will vastly simplify theprocess by which Coffee Fest attendeesand exhibitors make their way to theshow. Efficiencies aside, the CoffeeFest web site also sports a sleek,

modern design more aptly reflecting thelook and feel of the show. Rich, coffeeand chocolate-hues support the logobedecked with some new flourishes ofits own. As Coffee Fest gears up for itshometown show in Seattle this fall,they expect close to 10,000 attendeesand exhibitors combined, hence thetiming for a site re-do. The new website goes live and welcomes registrantsthis month at www.coffeefest.com.

Jim La Rosa named CEO ofForesTrade, Inc.ForesTrade, Inc. a leading supplier oforganic tropical spices, vanilla, essentialoils and Fair Trade coffee, is pleased toannounce that Jim La Rosa has beenrecently named CEO and President. LaRosa has worked with ForesTrade forover four years as Vice President ofSales & Marketing, having also servedas Co-CEO in 2005-2006. His 30 yearsof experience in sales, marketing, andbusiness management runs thespectrum of the U.S. food ingredientsmarket. Over the years, La Rosa hasworked for industry leaders, such asGhirardelli Chocolate, Bunge Foods, andSuiza Foods. La Rosa’s broad industryexperience in both the conventional andorganic markets is further comple-mented by his deep appreciation of theorganic industry and dedication toForesTrade. For more information visitwww.forestrade.com.

Concordia launches first smallfootprint integrated, quick-service beverage systemConcordia Coffee Systems, the worldwideleader in quick-serve espresso systems,announced the Integrated BeverageSystem 4, a 19 inch wide integrated sys-tem that can deliver 164 different hot andcold specialty drinks at the touch of a but-ton. The small-footprint IBS4 system isdesigned for quick service restaurants,convenience stores, andother barista free environ-ments. The system featuresthe proprietary; patent pend-ing EspressJet™ FlavorSystem that infuses multipleflavor options into the bever-age during milk preparation.For more information visitwww.concordiacoffee.com.

Solo introduces Bare™Eco-forward™ productsSolo® is meeting the growing demandfor sustainable disposable cups with thefoodservice industry’s first single usepackaging brand with a broadenvironmental platform. Fromcompostable to post-consumer recycledmaterial to renewable content, Solonow offers the largest breadth ofsustainable, disposable cup solutions.An operator’s use of Bare™ brandedproducts communicates to patrons theycare about the environment. For moreinformation on Bare™ BringingAlternative Resources for theEnvironment call 1-888-488-7539.

New Topping Tunnel™ offerseasy whipped toppingdispensingThe Topping Tunnel™ is a cone-shapedholder designed to mount onto a shakemachine or wall with the use of asuction cup bracket. The durablepolycarbonate holder accepts either an8 or 16 oz. pastry bag of Rich’sdelicious whipped topping. It offersexcellent product evacuation – 95%,vs. 60% with aerosol cans. Easy-to-useand clean, the Topping Tunnel™ alsohelps alleviate food safety concerns byprotecting the bag tip from countertopcontamination. For more informationvisit www.topping-solutions.com.

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The Chai Company launchesnew websiteThe Chai Company has launched itsbeautifully redesigned website atwww.chaico.com. The websitefeatures information on the process andingredients that go into brewing thechai, The Chai Company’s philosophy,chai history, recipes and of courseinformation on how to purchase thechai as a wholesale customer or adistributor.

Biodegradable / compostablecoffee & pastry bags added @BaristaWorks.com®BaristaWorks.com has added 1 lb.biodegradable & compostable coffeebags and pastry bags to its “green” lineup. These EcoCraft® products are man-ufactured by BagcraftPapercon andemploy natural, totally chlorine free(TCF) pulp. Independent roasters andretailers now have easy access to theseproducts via BaristaWorks.com.BaristaWorks.com focuses solely onthe independent specialty coffeeroaster and retailer by offering a broadassortment of disposable “to go”packaging, low (one-case) minimums,24/7/365 ordering, easy credit cardpayment and fast, FREE shipping viaFedEx Ground. For more informationemail [email protected].

Stephen Morrissey of Ireland iscrowned 2008 World BaristaChampionStephen Morrissey has won the 2008World Barista Championship inCopenhagen, Denmark. Nationalchampions from 51 countriesconverged in Copenhagen to competefor the title of world’s top barista infront of a live audience of severalhundred spectators and thousands ofonline viewers worldwide. As thewinner of the 2008 Competition, Mr.Morrissey receives a highly sought afterLa Marzocco GS/3 espresso machineand a Compak K�10 WBC espressogrinder in addition to his prestigioustitle. For a complete list of winners visitwww.worldbaristachampionship.com.

Dutch Bros. Coffee openssecond location in Oregon CityDutch Bros. Coffee, a fun-loving andfeisty private coffee company foundedby two Southern Oregon dairy farmingbrothers, opened its second OregonCity location in May. The drive-throughis located at 19131 Beaver Creek Roadnear Clackamas Community College.This is the 130th location for DutchBros. and is the second Oregon City

location for local franchisee AbeMenshenfriend. For more informationon franchising or to learn more aboutDutch Bros. visit www.dutchbros.com.

Boyd Coffee Companyintroduces the next generationof brewing equipmentAt the 2008 National RestaurantAssociation’s annual trade show, BoydCoffee Company introduced arevolutionary brewing machine calledThe Coffee Profiler®. As evidence ofthe ground-breaking nature of this pieceof equipment, the Specialty CoffeeAssociation of America (SCAA)automatically grants Golden Cup Awardcertification – the coffee industry’sstandard for recognizing excellence inproperly brewed coffee – to anypurveyor that has The Coffee Profiler®.The Coffee Profiler® was the first coffeebrewing system to score more than a90 percent uniformity of extractionrating by the SCAA – its 91.3 ratingeclipsed the previous highest score everof 85.6. For more information visitwww.boyds.com.

Ditting sets a benchmark indesign and technology byintroducing the new KR 805Ditting continues to set standards highin design and technology with the newKR 805 coffee grinder. The new modelrepresents perfect coffee culture inevery detail, right down to its attractive,compact design. Don’t be mislead by itsappearance, though - the performanceof the grinder is extremely impressive.The key design success is the magneticmounting system of the grinding discs.Screws are a thing of the past. Due tothis innovation and the modular designof the KR 805 cleaning and mainte-nance are faster and easier than ever,saving the operator or service technicianinvaluable time. The combination ofcompact design, state-of-the-arttechnology and safety features makesthe KR 805 a perfect fit for small- andmedium sized coffee shops. For moreinformation email [email protected].

The San Francisco ChocolateFactory is stirring up newproductsThe San Francisco Chocolate Factoryhas introduced what is believed to bethe first chocolate straw designed forUS youngsters. The new straw isdesigned with “fun packaging” that isattractive to both parents and children.Chocolate has also emerged recently ashaving many health benefits, accordingto various studies. Also debuting is thenew Booklovers Chocolate, with itsunique leather-bound book-in-a casepackaging and available in milk and darkand dark espresso chocolate varieties.The factory uses only the finest qualitycocoa beans, gathered and importedfrom three different continents. Only thebest beans are selected for consistentlysuperior flavor. For more informationvisit www.sfchocolate.com.

NewsBites Continued from page 26 AAddvveerrttiisseerr LLiissttiinnggCompany .........................................Phone .................Web Page ...............Page #

Agtron, Inc.........................................................775.850.4600 ............www.agtron.net.....................................29

Alcohol Controls Inc...........................................800.285.2337 ............www.alcoholcontrols.com......................29

Allann Bros. Coffee Co., Inc. ..............................541.812.8000 ............www.allannbroscoffee.com....................30

Ampac Flexible...................................................800.543.7030 ............www.ampaconline.com ..........................27

Astoria-General Espresso Equipment Corp. .........336-393-0224 ............www.astoria.com ............................27, 30 ..............900

Blendtec ............................................................800.253.6383 ............www.commercialblendtec.com...............31 ..............723

Bodum USA, Inc.................................................877.992.6386 ............www.bodumusa.com..............................30

Boyd Coffee Company .......................................800.545.4077 ............www.boyds.com ....................................19 ..............511

Cafe de El Salvador............................................503.2267.6600 ..........www.salvadorancoffees.com .................17 ............1201

Café Femenino Foundation .................................360.666.8725 ............www.cafefemininofoundation.org ..........29

Cafetto USA ......................................................877.263.2567 ............www.cafetto.com..................................30 ..............529

Canadian Coffee & Tea Expo .............................416.784.5210 ............www.coffee-expo.com ...........................23

Carrie Cups........................................................800.319.8906 ............www.CarrieCups.com ............................25 ............1216

Cimbali USA, Inc ................................................312.265.8100 ............www.cimbali.us .....................................30 ..............322

Coffee Fest........................................................800.232.0083 ............www.coffeefest.com .............................21

Coffee Holding Company....................................800.458.2233 ............www.coffeeholding.com ........................23 ............1023

Comfort Grip Wrap.............................................312.337.0072 ............www.comfortgripwrap.com ...................27

Costellini’s .........................................................888.889.1803 ............www.costellinis.com..............................27 ..............425

Cupcoat Expressions Inc ....................................905-277-3313 ............www.cupcoats.com ...............................27 ..............844

Design & Layout Services ..................................800.471.8448 ............www.designlayout.com..........................30 ..............606

Double Team Inc. ...............................................650.997.3168 ............www.double-team.com ..........................27 ............1205

Eagle Web Press ................................................800.800.7980 ............www.eaglewebpress.com ......................29

Elevation Coffee Traders....................................303.922.3104 ............www.elevationcoffeetraders.com...........27 ............1317

Entner-Stuart Premium Syrups ...........................800.377.9787 ............www.entnerstuartsyrups.com................30

Everpure ............................................................800.323.7873 ............www.everpure.com................................30 ..............306

F. Gavina & Sons...............................................800.428.4627 ............www.gavina.com ...................................19

F.C. Dadson, Inc.................................................920.757.1486 ............www.fcdadson.com ...............................20 ..............204

Fabri-Kal ............................................................267.385.8052 ............www.f-k.com.........................................27

First Colony Coffee & Tea .................................800.446.8555 ............www.firstcolonycoffee.com...................19

Flair Flexible Packaging......................................920.574.3121 ............www.flairpackaging.com .......................30

Fresh Roast Systems, Inc ..................................650.325.1795 ............www.freshroastsystems.com...................2

Garden Gourmet Fine Foods ...............................604.607.1208 ............www.privatelabelsyrups.com .................27

Globex America..................................................214.353.0328 ............www.cavallinicoffee.com.......................30

Great Northern Coffee Company ........................800.216.5323 ............www.greatnortherncoffee.com ..............19

International Paper Foodservice Business...........800.537.4141 ............www.ipfoodservice.com.........................20 ..............630

Java Jacket.......................................................800.208.4128 ............www.javajacket.com .............................17 ..............922

JavaMania Coffee Roastery Inc. ........................815.885.4661 ............www.javamaniacoffee.com....................19

Katri Inc.............................................................877.231.3470 ............www.katriinc.com....................................6 ..............828

Laranzato - Lara Distributing ..............................800.748.7538 ............www.laranzato.com...............................26 ............1200

Latitude 23.5 Coffee & Tea...............................877.260.9212 ............www.latitudecoffee.com........................19

Michaelo ............................................................800.545.2883 ............www.michaelo.com................................21 ..............917

Millrock .............................................................800.645.7625 ............www.millrock.com .............................7, 30 ..............611

Oregon Chai .......................................................888.874.2424 ............www.sellchai.com..................................32 ..............711

Probat Burns, Inc. ..............................................901.363.5331 ............www.probatburns.com.............................9

Radiant Systems, Inc. - featuring the Aloha product suite ...................770.576.7055 ............www.radiantsystems.com......................15

Rovema Packaging Machines, L.P. .....................770.513.9604 ............www.rovema.com..................................21

Scooters ............................................................866.863.7266 ............www.scooterscoffeehouse.com .............25

Selbysoft, Inc. ...................................................800.454.4434 ............www.selbysoft.com...............................26 ............1105

Service Ideas, Inc...............................................888.999.8559 ............www.serviceideas.com ..........................30

Silver Cup Coffee...............................................800.311.7275 ............www.silvercupcoffee.com......................19 ..............517

Solo Cup Company.............................................800.367.2877 ............www.solocup.com....................................5 ..............902

Stauf’s Coffee Roaster ......................................800.778.2837 ............underconstruction...................................19

Sterling Capital Leasing, LLC..............................631.414.7570 ............www.sterlingcap.net..............................27

The Good Cow Company....................................208.884.8654 ............www.goodcow.com ...............................15 ..............317

The San Francisco Chocolate Factory ................415.677.9194 ............www.sfchocolate.com ...........................29

Torn Ranch ........................................................800.721.1688 ............www.tornranch.com ..............................17

Ultimate Barista Challenge.................................503.232.1016 ............www.ultimatebaristachallenge.com........20

Vita-Mix Corporation ..........................................800.437.4654 ............www.vitamix.com/foodservice ...............30 ..............633

Wega USA .........................................................336.662.0766 ............www.wegausa.com ...............................23 ..............501

Weldon Flavorings ..............................................502.797.2937 ............www.WeldonFlavorings.com ..................30

Wilbur Curtis......................................................800.421.6150 ............www.wilburcurtis.com...........................11 ............1116

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