wwwCoffeeTalkcom

HNCT LLC25525 77th Ave SWVashon WA 98070

Change Service RequestedPRSRT STDUS Postage

PAIDPermit No 178

Salem OR

$475 Per Issue bull Com

plimentary to C

offee Professionals

Coffee improves lives

See Coffee Fest Listings page 26

Warming Up to a Frozen Beverage Programpage 10

This Month14 A Masterrsquos in Coffee

16 The Power of POS

22 Whatrsquos Your Legacy in Coffee Going to Be

February 2013Vol XXVI No 2

Feature

OwnersCEOPublisherAdvertising DirectorKerri Goodman-Small ext 1 | 8774266410 | 2067954471kerricoffeetalkcom

Editor-in-ChiefMiles Small ext 2 | 2067952835milescoffeetalkcom

International Development Rocky Rhodes 8183471378rockycoffeetalkcom

DesignPrint DesignMarcus Fellbaum ext 5marcuscoffeetalkcom

Web DesignJustin Goodman ext 6justincoffeetalkcom

AdministrativeAdministrative Director Accounting SubscriptionsSandra Hundacker ext 4sandracoffeetalkcom

Mailing InfoMail HNCT LLC 25525 77th Ave SWVashon WA 98070Phone 2066867378 Fax 8663730392Web wwwcoffeetalkcom

DisclaimerCoffeeTalk 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 columnsPostmaster Send address changes to HNCT LLC 25525 77th Ave SW Vashon WA 98070Subscription The cost of a subscription in the US is $4750 per year in Canada the cost is $7200 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 2066867378 x1 or subscribe online at wwwCoffeeTalkcomCopyright copy 2013 HNCT LLC All Rights Reserved

WHO WE ARE

7 What Is a Brand What Is your Story

A Tip a Month

8 The View

10 Warming Up to a Frozen Beverage Program

14 A Masters in CoffeePart 1

16 The Power of POS

18 Social Media Madness

20 Retailer Roaster Profile A Taste of Italy in San Diego

22 Whats Your Legacy in Coffee Going to Be

Raising a Glass to Ted Lingle

24 News Bites

26 Coffee Fest - New York listings

28 Advertiser Index

Cont

ents

Professional Memberships

14 A Masterrsquos in Coffee

16 The Power of POS

10 Warming Up to a Frozen Beverage Program

Warming Up to a Frozen Beverage Program

4

February 2013

Professional Memberships

38Peak HP

15Amps

1800Watts

300+Blendsday

38Peak HP

15Amps

1800Watts

300+Blendsday

00Peak HP Amps Watts BlendsdayP k HPPeak HPPeak HP AmpsAmpsAmps WWattsWatts BlendsdayBlendsdayBlendsday

They Come for your DrinksNot for the Noise

You bring the perfect bean Wersquoll bring the perfect blender The new Stealthreg has everything A powerful motor Easy programmability And intuitive controls

All in the machine that blends at sound of normal conversation

Blendtec StealthregThe Worldrsquos Quietest Commercial BlenderVisit blendteccomcommercial or call 800-BLENDTEC

Interrupted ConversationsInterrupted Conversations

Be sure to visit our expanded version of this article on our websitemagazinecoffeetalkcomfebruary13-branding-tip

7

finumcom

In November we provided you the top 10 Tips to Avoid Expensive Mistakes Before Signing a Lease Each month

will focus on each tip in detail For this month Tip 1 ndash What is a Brand What is your Story Why is it critical to have a Brand Why is your Brand inclusive of your customer your menu and your community When launching a new cafeacute or re-launching an existing cafeacute a strong Brand Story will connect you with your customer and connect your customer with your Brand

Think of Brand as a story you are sharing about your unique elements your unique purpose and your unique products and services Also having a Brand ldquolanguagerdquo provides a way to revise and update your brand every 5-7 years in order to stay innovative and ahead of the market trends to keep your Brand unique and compelling The language is an itemized group of brand elements carefully created and grouped together to make a coherent and compelling brand

Ideally you will create your brand first before searching for space ndash as that brand groundwork will provide you the site selection checklist in order to make a good space decision

Sustainability community relationships and overall ldquopurposerdquo for starting your cafeacute will be evident in the products you carry your customer service and operations and overall experience Integrate your beliefs and values in these areas into your Brand Story

Hiring the right team of experts at the beginning ndash during the Brand Creation Phase - can make all the difference in creating a successful cafeacute From Marketing to Space Design to Site Selection all of these mindsets bring value to your vision from the very beginning

Your Brand is the foundation for your cafeacutersquos success and longevity Your passion and vision along with the right team of experts at the beginning ndash can make all the difference in creating a unique and successful cafeacute

Stay tuned every month for valuable tipsMelanie Corey-Ferrini Experience Architect with Dynamikspace offers services from consulting to full service cafeacute creation wwwdynamikspacecom

Later this week we are hosting a tour to the coffee growing regions of Costa Rica for about 50 C-level executives

from the Office Coffee Service sector of the coffee world A trip like this always revitalizes me It reminds me of how huge and diverse and broad and profitable coffee is The OCS folks represent approximately 30 of the total coffee sold in the United States Plus the OCS roasters also typically sell products through multiple channels such as commercial grocery and even specialty and so represent an even larger proportion of coffee sales

This tour is for most of these participants the first time they will have visited an origin country and experienced a specialty coffee farm The OCS operators and distributors have started recognizing that greater attention to quality coffee translates to potentially higher customer satisfaction and higher revenues

It is easy to lose sight of the vast scope of coffee when all you focus on is our day-to-day businesses in the specialty industry But starting next month that all changes as we enter into the tradeshow season and participate at all levels in the industry Soon will be Coffee Fest NY AFCA the International Restaurant and Foodservice show and the National Coffee Association with the SCAA and the NAMA One Show following hot on their heels These shows represent the key market segments that comprise our industry other than grocery (And many in grocery will likely be at one of these shows as well)

Which leads me to wonder what this year will bring There are substantial challenges that face Specialty Coffee not the least of which is a definition of what specialty coffee is Many restaurant and foodservice operators see specialty as a coffee beverage with additives such as alcohol or flavorings

CalendarFeb 6-10 NAMACoffeeTalk Roaster Origin Tour to Costa Rica

Feb 7-9 IWCA III International Convention - Guatemala City Guatemala

Feb 14-16 10th African Fine Coffee Conference amp Exhibition - Kampala Uganda

Feb 15-17 World Tea amp Coffee Expo - Mumbai India

Feb 28-Mar 2 Tea amp Coffee World Cup Exhibition - Singapore

Mar 1-4 ACF Southeast Regional Conference- Louisville KY

Mar 3-5 Intl Restaurant and Foodservice NYC - New York NY

Mar 3-5 Ultimate Barista Challenge USA - New York NY

Mar 7-10 Natural Products Expo West - Anaheim CA

Mar 8-10 CoffeeFest - New York NY

Mar 14-16 ICT Expo 2013 Cafe Asia - Marina Bay Sands Singapore

Mar 17-20 ACF Northeast Regional Conference - Verona NY

Mar 21-23 NCA Convention - San Francisco CA

Mar 23-24 Coffee amp Tea Expo NYC - New York NY

Apr 1-3 EXPO Finefood - Shanghai China

Apr 10-14 SCAA Event 2013 - Boston MA

Apr 12-15 ACF Western Regional Conference - Coeur drsquoAlene ID

Apr 21-22 The Northwest Foodservice Show - Portland OR

Apr 22-28 UK Coffee Week

Apr 24-26 NAMA OneShow - Las Vegas NV

Apr 25-28 The London Coffee Festival - London UK

Many OCS operators see specialty as flavored coffee Some cafes see specialty coffee as a beverage made by a professional barista using traditional methods Some believe that only espresso with no additives is special Is ice coffee special Growers see specialty as meeting the minimum SCAA cupping score of 80 or above And so on

The industryrsquos adherence to quality Arabica coffees is being challenged by robusta coffees and the mixed messages from some is confusing our consumers As Ric Rhinehart said at the NAMA Coffee Water and Tea show ldquoWersquove shifted away from those coffees nowrdquo Rhinehart observed ldquoTodayrsquos best robustas and lsquonaturalsrsquo are better than they were a quarter of a century ago but theyrsquore not as good as the better milds Letrsquos not make the same mistake again People want to love coffee letrsquos not discourage them ldquo (Vending Times December 2012) while at the same time the SCAA and CQI are moving rapidly to bring robusta into the specialty tent

I wonder if the apparatus of specialty coffee is poised to collapse under its own weight There are the beginnings of rumblings that barista jams cool events elaborate international junkets and self-congratulatory preparation methods have not put a single extra dime of profit into the rank and file indie cafesrsquo cash drawer

Then there is the problem of being top-heavy in talent As Nick Cho wrote in a recent blog ldquoWhat are we going to do with all these twenty-somethings who we have convinced that being a barista is a realistic long-term career pathway We have flat growth in coffee retailing and very limited opportunity beyond barista All these golden promises we have made to aspiring coffee professionals are likely empty There simply is no room in the retail side to absorb all this trained talentrdquo

According to Ric Rhinehart the specialty coffee market in the US has reached maturity with anticipated growth of only 1 to 2 annually The majority of growth will be in coffee producing countries (Maybe aspiring roasters and baristas would be better served learning Portuguese and Spanish along with pulling the most perfect shot)

I wonder if we have simply lost sight of why you should open a business in the first place ndash business ownership is an investment strategy pure and simple If you are not in it to recover your investment and make a tidy sum extra for you and your loved ones then you should just put your money into a mutual fund At least there you are not likely to lose it all overnight

So this year I hope we can declare ldquoThe Year of the Profitable Caferdquo Without profits all of the other exciting elements of Specialty Coffee are just distracting wastes of time and money

The next year should begin to answer some of these questions The future lies in a refocus on profits and good business decisions based on local market realities Having the most expensive and highly rated equipment in the expert hands of a highly trained barista competitor is meaningless if as a result of bad site selection your cafeacute is only grossing $135000 a year If you decided to open a cafeacute to make money feed your family and save for the future instead of just buying a job to have something to do for a few years until you figure out what you really want to do then this coming ldquoYear of the Profitable Cafeacuterdquo is for you

The profit motive is built-in and natural to those other segments ndash the OCS operators and the multi-million pound roasters the medium and large chains and the green importers ndash it is about time to get it back into the specialty coffee industry

Kerri Goodman-Small amp Miles Small

The View

8

February 2013

from crop to cup from field to table

copy2013 Cargill IncorporatedAll Rights Reserved Truviareg

and honestly sweetreg are registered trademarks of the Truvia Company LLCSource AC Nielsen All Outlets 52 weeks ending 24 Nov 2012

Coffee beans come from plants So should your sweetenerServe Americarsquos best-selling natural zero-calorie sweetener

Available in 8 SKUs to fit your needs Discover more at truviacomfoodservice contact your Cargill Truviareg foodservice representative or call 18558552362 for more information

Later this week we are hosting a tour to the coffee growing regions of Costa Rica for about 50 C-level executives

from the Office Coffee Service sector of the coffee world A trip like this always revitalizes me It reminds me of how huge and diverse and broad and profitable coffee is The OCS folks represent approximately 30 of the total coffee sold in the United States Plus the OCS roasters also typically sell products through multiple channels such as commercial grocery and even specialty and so represent an even larger proportion of coffee sales

This tour is for most of these participants the first time they will have visited an origin country and experienced a specialty coffee farm The OCS operators and distributors have started recognizing that greater attention to quality coffee translates to potentially higher customer satisfaction and higher revenues

It is easy to lose sight of the vast scope of coffee when all you focus on is our day-to-day businesses in the specialty industry But starting next month that all changes as we enter into the tradeshow season and participate at all levels in the industry Soon will be Coffee Fest NY AFCA the International Restaurant and Foodservice show and the National Coffee Association with the SCAA and the NAMA One Show following hot on their heels These shows represent the key market segments that comprise our industry other than grocery (And many in grocery will likely be at one of these shows as well)

Which leads me to wonder what this year will bring There are substantial challenges that face Specialty Coffee not the least of which is a definition of what specialty coffee is Many restaurant and foodservice operators see specialty as a coffee beverage with additives such as alcohol or flavorings

CalendarFeb 6-10 NAMACoffeeTalk Roaster Origin Tour to Costa Rica

Feb 7-9 IWCA III International Convention - Guatemala City Guatemala

Feb 14-16 10th African Fine Coffee Conference amp Exhibition - Kampala Uganda

Feb 15-17 World Tea amp Coffee Expo - Mumbai India

Feb 28-Mar 2 Tea amp Coffee World Cup Exhibition - Singapore

Mar 1-4 ACF Southeast Regional Conference- Louisville KY

Mar 3-5 Intl Restaurant and Foodservice NYC - New York NY

Mar 3-5 Ultimate Barista Challenge USA - New York NY

Mar 7-10 Natural Products Expo West - Anaheim CA

Mar 8-10 CoffeeFest - New York NY

Mar 14-16 ICT Expo 2013 Cafe Asia - Marina Bay Sands Singapore

Mar 17-20 ACF Northeast Regional Conference - Verona NY

Mar 21-23 NCA Convention - San Francisco CA

Mar 23-24 Coffee amp Tea Expo NYC - New York NY

Apr 1-3 EXPO Finefood - Shanghai China

Apr 10-14 SCAA Event 2013 - Boston MA

Apr 12-15 ACF Western Regional Conference - Coeur drsquoAlene ID

Apr 21-22 The Northwest Foodservice Show - Portland OR

Apr 22-28 UK Coffee Week

Apr 24-26 NAMA OneShow - Las Vegas NV

Apr 25-28 The London Coffee Festival - London UK

Many OCS operators see specialty as flavored coffee Some cafes see specialty coffee as a beverage made by a professional barista using traditional methods Some believe that only espresso with no additives is special Is ice coffee special Growers see specialty as meeting the minimum SCAA cupping score of 80 or above And so on

The industryrsquos adherence to quality Arabica coffees is being challenged by robusta coffees and the mixed messages from some is confusing our consumers As Ric Rhinehart said at the NAMA Coffee Water and Tea show ldquoWersquove shifted away from those coffees nowrdquo Rhinehart observed ldquoTodayrsquos best robustas and lsquonaturalsrsquo are better than they were a quarter of a century ago but theyrsquore not as good as the better milds Letrsquos not make the same mistake again People want to love coffee letrsquos not discourage them ldquo (Vending Times December 2012) while at the same time the SCAA and CQI are moving rapidly to bring robusta into the specialty tent

I wonder if the apparatus of specialty coffee is poised to collapse under its own weight There are the beginnings of rumblings that barista jams cool events elaborate international junkets and self-congratulatory preparation methods have not put a single extra dime of profit into the rank and file indie cafesrsquo cash drawer

Then there is the problem of being top-heavy in talent As Nick Cho wrote in a recent blog ldquoWhat are we going to do with all these twenty-somethings who we have convinced that being a barista is a realistic long-term career pathway We have flat growth in coffee retailing and very limited opportunity beyond barista All these golden promises we have made to aspiring coffee professionals are likely empty There simply is no room in the retail side to absorb all this trained talentrdquo

According to Ric Rhinehart the specialty coffee market in the US has reached maturity with anticipated growth of only 1 to 2 annually The majority of growth will be in coffee producing countries (Maybe aspiring roasters and baristas would be better served learning Portuguese and Spanish along with pulling the most perfect shot)

I wonder if we have simply lost sight of why you should open a business in the first place ndash business ownership is an investment strategy pure and simple If you are not in it to recover your investment and make a tidy sum extra for you and your loved ones then you should just put your money into a mutual fund At least there you are not likely to lose it all overnight

So this year I hope we can declare ldquoThe Year of the Profitable Caferdquo Without profits all of the other exciting elements of Specialty Coffee are just distracting wastes of time and money

The next year should begin to answer some of these questions The future lies in a refocus on profits and good business decisions based on local market realities Having the most expensive and highly rated equipment in the expert hands of a highly trained barista competitor is meaningless if as a result of bad site selection your cafeacute is only grossing $135000 a year If you decided to open a cafeacute to make money feed your family and save for the future instead of just buying a job to have something to do for a few years until you figure out what you really want to do then this coming ldquoYear of the Profitable Cafeacuterdquo is for you

The profit motive is built-in and natural to those other segments ndash the OCS operators and the multi-million pound roasters the medium and large chains and the green importers ndash it is about time to get it back into the specialty coffee industry

Kerri Goodman-Small amp Miles Small

The View

8

February 2013

from crop to cup from field to table

copy2013 Cargill IncorporatedAll Rights Reserved Truviareg

and honestly sweetreg are registered trademarks of the Truvia Company LLCSource AC Nielsen All Outlets 52 weeks ending 24 Nov 2012

Coffee beans come from plants So should your sweetenerServe Americarsquos best-selling natural zero-calorie sweetener

Available in 8 SKUs to fit your needs Discover more at truviacomfoodservice contact your Cargill Truviareg foodservice representative or call 18558552362 for more information

from crop to cup from field to table

copy2013 Cargill IncorporatedAll Rights Reserved Truviareg

and honestly sweetreg are registered trademarks of the Truvia Company LLCSource AC Nielsen All Outlets 52 weeks ending 24 Nov 2012

Coffee beans come from plants So should your sweetenerServe Americarsquos best-selling natural zero-calorie sweetener

Available in 8 SKUs to fit your needs Discover more at truviacomfoodservice contact your Cargill Truviareg foodservice representative or call 18558552362 for more information

10

February 2013

Warming Up to a Frozen Beverage Programby Richard Stein

It is now a given to say that in todayrsquos economy times are tough Coffeeshop and cafe owners are experiencing a freeze in revenue because of slow business Therefore they must

find creative ways to not just make more moneymdashthey need to sometimes break even But what retailer doesnrsquot want to boost their revenue They are always looking for ways to increase sales Why not give them a boost by applying a frozen beverage program When we talk about frozen beverages of course we are referring to smoothies iced coffee shakes frappes lemonades or creative concoctions designed by owners ldquoFrozen beverages have clearly moved from being a niche or specialty offering to a mainstream consumer expectationrdquo notes Russ Arnold of Blendtec They are not only popular but as Desiree Mimlitsch from Cappuccine says ldquofrozen drinks generally offer the highest dollar profit of any beverage excluding alcoholrdquo Also she says ldquofrozen drinks are popular during slow afternoonsrdquo And Michael Rice of Follett says that frozen beverage programs offer retailers another avenue for revenue growth Competition is fierce these days Independent coffee houses and cafes are continuously contending for customersrsquo attention So if you like to shake things up and stay competitive introducing a variety of frozen beverages can be a great way to do it Big Trainrsquos Frank Lindsay agrees that all retail coffee house outlets would greatly benefit by offering frozen drinks But on the flipside he cautions ldquothey risk losing core customers to competing coffee houses juice bars and other foodservice outletsrdquo Donrsquot let that discourage you from adding them on the menu though One thing to consider is location Paul Maxwell from Beyond the Bean says that ldquodepending on your location frozen drinks can be a year-round menu listingrdquo

One way to lure health-conscious customers to frozen beverages is to advertise the health benefits of frozen beverages--many customers think of them being a healthy alternative Mont Blancrsquos Michael Szyliowicz says they are healthful treats during the warmer spring and summer months and that capitalizing on their healthy benefits can be a plus for retailers Another way to do this is through supplements known as ldquoboostsrdquo which are packets

filled with nutrient-rich powder that can be added to a frozen beverages Ellie Gross Vice President at Juice Bar Solution says that ldquofrozen and iced beverages are easily converted to healthy drinks with the addition of supplement-boostsrdquo Another way to emphasize healthy frozen drinks is to eliminate sweeteners syrups and creamers The folks at Weldon Flavoring developed liquid flavorings that are pure sugar-free containing no sweeteners or syrups calories carbs fats sodium creamer or caffeine A coffee alternative is chai a blend of black tea and Indian herbs and spices Tipu Chailsquos Chai Now is a complete instant product that uses an organic non-GMO soy milk powder sweetened with organic cane juice for a healthy vegan product

What about the ingredients There is a broad rangemdasheverything from from fresh fruit and vegetables to frozen fruit and vegetables to prepackaged smoothie mixes What you choose for ingredients depends much on your operations plan customer expectations and other factors Flavor is proven to be most important to a beverage consumer emphasizes Lani Peterson of Foodservice Operators should pay attention to flavor above everything else Smoothies are always an easy beverage alternative Because of their nutritional value and ease of making they are a very popular drink around the world Attention to the quality of ice is also very important as it is a staple ingredient in any frozen beverage The fresher the ingredients the better tasting the beverage

Steps to Smooth SuccessThe biggest challenge is not knowing exactly where to start There will definitely be start-up costs overhead costs and possible permits licensing or franchise fees Writing a business plan is highly encouraged as it will give you an outline of what to expect Estimating costs and consulting a frozen beverage firm is highly recommended Nadine VanDeventer of Treehouse Brands says ldquoStart up costs which are minimal include a blender ($500 - $1000) and cupslids to offer your drinksldquo

Training employees is also an important part of the process once a frozen beverage program has been implemented Andrew Dun of Insight Beverages advices retailers to incorporate a comprehensive training program ldquoto ensure that employees know how to properly maintain fill and clean the dispensing equipmentrdquo

Additionally a comprehensive marketing program is required to build consumer awareness and trial of frozen beverages It is especially important that retailers market frozen beverages outside of their stores to attract new consumers

cont on page 12

12

February 2013

Frozen Beverages

Here are a few additional tips from leaders in the beverage industrybull Michael Szyliowicz of Mont Blanc Sampling during busy times

will increase orders and encourage your employees to promote the program with every order

bull Frank Lindsey from Big Train Maintain consistency loyal repeat customers are comforted by the fact that they will get the same great tasting drink made the same way each and every time they visit their favorite outlet

bull Paul Maxwell from Beyond the Bean Use POS to highlight the range that you are offering to tempt and entice customers to consider a frozen drink from your business and not from the international chain down the road

bull Steve Christensen from Stoelting Great customer service great quality of food and beverage and an interesting and unique store environment in a great location

bull Gina Costello from Costellinirsquos We suggest always sample your regulars for their input Of course we supply the free product for sampling

Beverage company leaders also provide tools that can contribute to retailersrsquo smooth success For instance Add a Scoop offers a free POS flip chart which includes ingredients and nutritional information for all 19 of our products Foodservice provides POS recipes online training videos and equipment rebates As far as mixes Cappuccine offers a wide variety of frappe mixes that can either be used as stand-alone flavors or bases to make your own signature drinks For businesses looking for a more customized program PreGel America sales representatives and chefs work closely together to design products andor recipes suited to the particular clientrsquos needs Treehouse Brands has training materials for product make up posters tubs lids and scoops At Stoelting monthly classes are held for end-users to learn practical methods of making and promoting menu items including frozen beverage

Blenders and ice machinesIf you decide to offer frozen beverages the choice of which equipment to use in order to make or dispense your product can be daunting There are so many choices Ellie Gross of Juice Solutions believes that the right equipment makes a huge difference Many retailers donrsquot realize how many options there are beyond just a countertop blender For example Blendtec has a full range of blender-dispensers that offer varying degrees of automation Equipment like this can provide great efficiency and allow multitasking which is key for smaller crews or busy establishments Key aspects of smoothie blending equipment include power and durability You need enough blending power to demolish ice frozen fruit and any other ingredients as well as to create a smooth texture And you need a blender that can handle dozens of blends per hour without overheating or breaking down

Ice machines are of equal importance Qualty ice results in quality frozen beverages Being a supplier of ice machines Follett can contribute to those retailers that offer blended drinks such as smoothies or frozen lattes as part of a frozen beverage program They specialize in ice machines that produce Chewblet ice a form of nugget ice that is softer than the typical hard cube-type Additionally Manitowoc is unveiling their new ice machine NEOtrade an all-in-one undercounter ice making and storage solution that offers up to 33 lbs more of ice production within the same footprint of their existing models

As we see when implementing a frozen beverages program there is much to consider But it can be rewarding It is a great way for retailers to diversify their product offerings and provide a very hot trend in the industry There are numerous resources for finding the right program for your business

We were not able to include all frozen beverage mix and equipment vendors in this article for a complete listing please go to yellowpagescoffeetalkcom

13

THE ART OF HYDRATION Wersquore excited to be offering our customers Contigoreg branded drinkware VESSELDRINKWARECOM | INFOVESSELDRINKWARECOM | 8558837735

PROGRAMS AVAILABLELogo Pre-decorated

amp Co-branding

BPA-FREE amp REUSABLE

14

February 2013

It was a long journey travelling from Guatemala City my hometown to Trieste Italy I arrived on a Wednesday

afternoon which gave me enough time to get settled in before classes started that following Monday I came to Trieste to pursue a Masterrsquos in Coffee

Science and Economics organized by the Ernesto Illy Foundation along with the Universities of Trieste and Udine and other local organizations I heard about this program six months before it actually started According to the website the Masterrsquos would cover three main disciplinary areas economical-administrative biological-agronomic and technological providing a holistic learning opportunity regarding coffee and its production cycle

How I Got HereComing from a coffee producing family I have seen coffee since I was a young child but I became truly intrigued with coffee when I was employed in the United States working with CoffeeTalk Magazine in Seattle I had the opportunity to experience not only different coffees from around the world and their idiosyncrasies but learn about the complexity of the whole supply chain During my time at CoffeeTalk I had the opportunity to attend multiple coffee conferences meet various industry professionals and even get my Q-grader certificate along with Kerri Goodman Owner and Publisher of the magazine Working under Kerri was a great experience and the knowledge and skills I acquired during that time are invaluable I had been working at the magazine for around 13 months when I read about the Ernesto Illy Masterrsquos in Coffee Science and Economics and just by reading the curriculum I could tell this would be the perfect next step in my career (Ok and maybe the part about living in Italy for five-months had some influence too)

It was just before the application deadline I applied for one of the scholarships the Ernesto Illy foundation provides for several individuals from coffee producing countries The Illy family established the Ernesto Illy Foundation in 2008 and their motto since then has been ldquoCultivating and developing knowledge ethics and sustainabilityrdquo While the Masterrsquos program has a cost of euro15000 every year the Foundation grants seven full scholarships and two partial scholarships to graduates worldwide with an education in Economics Engineering Sciences Agriculture Business and other similar disciplines

A few weeks after sending in the application I got the exciting news that I had been awarded one of nine scholarships to go to Trieste for this Masterrsquos program The Ernesto Illy Masterrsquos staff was immensely supportive in helping us arrange our stay and fix all the

A Masterrsquos in Coffeeby Ashley Prentice

Photography by Giuliano Koren

Part 1details regarding applications living and transportation during our stay So after various months of paperwork and getting things ready finally arriving in Trieste seemed unreal

Only the Beginning Orientation day began with a press conference held by Dr Andrea Illy Ms Ana Illy and faculty of the other participatory Universities They welcomed us to Trieste and explained in detail the program to all of those present In a nutshell the Masterrsquos degree in Coffee Science and Economics is a five-month program composed of 400 hours of lessons and divided into 20 educational modules covering coffee from crop to cup Ultimately all the graduates will be obtaining 60 formative university credits which are fully recognized by the Italian university system

After the press conference our class was introduced to the faculty staff as well as to some company staff The program began in 2011 meaning that we will be the third edition of the Ernesto Illy Masterrsquos program We are a diverse group with very distinct backgrounds Individuals from all over the world are partaking in this program Kenya Tanzania Ethiopia India Brazil Colombia Costa Rica Italy Peru Germany Italy and a couple of us from Guatemala Our class is comprised of 18 students all with different qualifications in everything from Business Administration to Biomedical Science

It has only been a week but so far it has been a great and unique experience Classes have begun and already it is a very intense program On the first day of classes we immediately began with the first module Coffee Genetics A few of us with Business and Marketing Degrees were worried that we would fall behind because of our lack of preparation in this subject but the teachers have done a great job explaining the material and even covering some basics so everybody would comprehend the concepts (Nonetheless we will have to study a lot for our exams) We also began other courses such as Industrial processing International sourcing and Botany amp Plant Physiology where we are learning everything about plant cells cell reproduction and coffee plant morphology

Nevertheless it looks like this will be an exceptional five months and this is only the beginning of this journey in Italy This will be the first of six monthly articles that I will be writing on my experience during the program There is plenty to mention about this wonderful cross-cultural experience our classes and of course lots to mention about Coffee

CiaoAshley

15

15

16

February 2013

The Power of POSby Richard Stein

Running a service business is not easy margins are tight and

you can never be too efficient or know too much about your business Sophisticated POS (Point of Sale) systems provide reporting that helps owners and operators become more

successful Data is king if you know what to do with it Modern

POS systems can also share insight into customer buying habits and patterns control inventory and operation costs labor costs and manage online reservations For instance many POS systems are able to manage a customer list says Robert Bethge of Perka Understanding who your best customers are how frequently they visit and how much they spend when they do purchase is vital to being able to recognize and reward your most valuable customers

In order to get a better understanding of POS systems and their potential we asked several experts in the industry a few questions for operating a lucritive POS system for your business

As powerful as a good POS is as a way to collect money what are other key tips for either generating more income or providing cost-savings to operators Duessa Holscher of Coffee Shop Manager offers this valuable tip ldquoTo generate more income you need to focus on selling more to your customers during each transaction bringing your customers back more often or gaining new customersrdquo Attention to the customers habits is a must because you can specialize on each individual customerlsquos favorite beverages

Speaking of individualized attention social media is another good way to reach out to people David J Gosman from pcAmerica says to be social More than ever social sites like Pinterest Twitter and Facebook are influencing how people make choices Also he advises to incorporate Online and Mobile Ordering which can occur through a computer tablet device or even a mobile phone allows customers to order in the fashion most convenient to them meaning more business for you

How does a POS system reduce operational costsSophisticated software can improve accuracy of orders and track inventory to reduce waste But the system itself costs money and owners should put its cost into consideration ldquoA store owner should evaluate the lsquocost of ownershiprsquo which would include the cost of the system setup maintenanceservice contracts and annual software feesrdquo says Glenn Deal of Casio America

But after installing a POS system it should pay off when owners begin to see more money as a result of added efficiency For instance Jason Richelson of ShopKeep points out that if designed right POS systems automate all of your reporting so merchants can look at their store data in ways that are actually meaningful Likewise Jeff Schaeffler of Vivonet says that ldquotighter control of product being sold discounts being given increased accountability and safeguards that come with a POS system can sometimes pay for itself Monitoring and managing labor costs is also critical to your restaurantrsquos profitability The cost of labor is the second-highest cost in the restaurant business Modern POS systems give owners the ability to develop a more comprehensive strategy for managing labor costs with precise forecasting software in real-time

How can a POS system help increase store trafficPeople donrsquot like to wait in lines the longer a customer has to wait in line the less likely it is that they will return to the store A good POS system will move the lines quickly ldquoThey can increases order accuracy helps decrease wait time and can provide digital signage which creates entertainment for customers while informing them about your products and promotional itemsrdquo emphasizes Louise Casamento from MICROS Systems Additionally Jason Richelson from ShopKeep POS believes that having an efficient and simple point of sale system allows cashiers to do more transactions than normal keeping the line short and the customers coming back

Both Robert Bethge of Perka and Mike Spence of SelbySoft agree that POS systems can also be used as marketing tools to increase customers As part of an integrated store management program owners and managers can use todayrsquos POS to understand day parts vist patterns and which are top selling items Online ordering and reservations solutions that are integrated to a POS can prove to be highly effective in helping to increase sales Another way to increase traffic is to impliment a happy hour program if you own a liquor license This way you will bring new customers who want to wet their whistles and hopefully will want to return

Shannon Arnold from MaitrersquoD offers 7 Tips to build better profits with a POS systembull Control food costs bull Monitor and improve kitchen productivitybull Reduce theft and shrinkagebull Manage labor costsbull Boost up-sellingbull Save back-office effortbull Manage multiple locations more effectively

How does a POS system related to a loyalty program Loyalty programs are incentives for customers who are just that ndash loyal customers It is a win-win situation Retailers acquisition of information relating to their customersrsquo spending habits while the customer receives discounts for their continued patronage Where do POS systems fit into loyalty programs

Robert Bethge at Perka extolls the virtues of our digital age ldquoDigital and mobile loyalty programs are increasingly popular in all types of small businesses and local shopsrdquo he emphasizes ldquoWhen a merchant uses a mobile loyalty system that connects to customer smartphones its possible to not just count how many visits each customer makes but very specific information about how much they spend and whenrdquo Robert advices that merchants should learn how regular customers behave different than VIPs or just the occasional visitor With loyalty programs again we see that data is king ldquoManagers who use numbers to make decisions really value having the actual purchase amounts associated with a customer visitrdquo he says

ldquoCustomers love reward programs and are increasingly growing to expect them in their favorite shops and restaurantsrdquo explains Duessa Holscher of Coffee Shop Manager ldquoWith a loyalty system thatrsquos integrated to your POS itrsquos easy to record specific transaction datardquo As Jeff Schaeffler of Vivonet points out a retailer can identify what and when an individual customer purchased through that transactional data Integrating this buyer behavior into a loyalty program allows restaurants to deploy offers that will have much greater appeal in a more targeted manner

Shannon Arnold explains that some POS Systems offer a built-in integrated loyalty program But she warns the challenge with a loyalty program is ensuring that it contributes incremental sales and does not discount sales that you would have gotten without a loyalty program By using POS data you can gather more accurate information including specific times of day

What factors should be taken into account when selecting a POSldquoBudget would probably be number onerdquo says of Glenn Deal ldquoMake sure the systems you are evaluating meet your needs to run your business efficientlyrdquo David Gosman agrees with the idea of efficiency being priority ldquoA good POS should offer productivity tools that boost efficiency within the businessrdquo A POS system should also meet certain criteria Duessa Holscher thinks at it is critical that any system you choose is PA-DSS certified for PCI Compliance which means it handles credit card data in an approved way Jason Richelson suggests to do your research and make sure that you can talk to your POS provider if you have any questions ldquoThe last thing you want is to invest in a POS system that stops working and you have no one to call and help yourdquo he advises And Sean Connors emphasizes ROI (Return on Investment) instead of PRICE From a financial standpoint the buyer needs to evaluate the potential ROI of the system instead of simply comparing prices

Adding a POS system can be pricey but it can also lead to expanded business and more revenue Consider the following before installing one into your store Create a budget identify your needs and know your customers Once you have made the right adjustments and are ready to purchase a POS system make sure you first research companies who sell them and request a demo You can also find reviews online as well as other companies who use their systems They are powerful tools for refining your services as well as your bottom line

We were not able to include all point-of-sale and loyalty system vendors and equipment vendors in this article for a complete listing please go to yellowpagescoffeetalkcom

17

Do you know how to avoiD hiDDen costs anD challenges that come with a new Pos system

Visit wwwmaitredposcom to learn more about MaitrersquoD POS or call 1-888-404-2662

Download our FREE whitepaper today to learn how to

keep operations running smoothly

keep staff productivy up

avoid the most common mistakes

save money

httphubam140taaJ

18

February 2013

Marketing amp Data as of January 2013

C o f f ee I n d u s t r y M a r k e t i n g a n d

S o c i a l M ed i a E f f e c t i v e n e s s

A d v er t i s er s P er I s s u e

Advertiser data was taken directly from the advertiser index of each respective publicationrsquos most recent available issue on their website on 12613 Issue dates range from JanFeb 2013 Issue to November 2012 issue

Facebook Effectiveness

All data was pulled from each respective companyrsquos public Facebook profile within one 10 minute period on January 26 2013 Backup data and info is available upon request Email kerricoeetalkcom for further details

Total Advertisers in Most Recent Issue

CoffeeTalk

78

Tea amp Coffee

36

Barista

39

Fresh Cup

53Roast

63

SCR

13

People Talking on Facebook

CoffeeTalk 1355Barista 1106Roast 1043SCAA 670Bunn 401Roasters Guild 155Fresh Cup 64SCR 10Tea amp Coffee 1

90 73 69 44 26 10 04 006 0006

Facebook Likes as of January 2013 CoffeeTalk

21977SCAA

15671Barista

13807

Bunn

6721

Fresh Cup

3750Roast

7229Roasters Guild

3496SCR

727TeA amp Coffee

108

Social Media Madness

How many ldquofriendsrdquo do you have Do you ldquoTweetrdquo regularly What about ldquoYelprdquo And when was the last time you ldquoPinnedrdquo an image If you are scratching your head about now itrsquos time for Social Media 101

But wait Isnrsquot social media about selling to consumers you ask Remember every business person to whom you sell is also a consumer And according to the Edelman Trust Barometer 2012 Report1 businesses must broaden their definition of leadership to execute on both the fundamentals of profit and societal good 2012 brought an unprecedented nine-point decline in trust in government the report goes on to say And As government officials are being seen as less credible so are CEOrsquos More and more people are turning to their peers ldquoA person like merdquo has re-emerged as one of the three most credible spokespeople with its biggest increase in credibility since 2004

B2C vs B2BSo how do you use Social Media for your business Simply put business today is all about relationships Social Media gives businesses large and small an even playing field to build connections and customer loyalty Facebook is particularly useful to listen to your customersrsquo needs create trust establish authority and connect on a more personal level while remaining consistent with your brand You can also use it to build new leads and even check out your competition

Social Media makes us ldquorealrdquo to our customers But remember if you want people to follow you andor your company you must go beyond the latest product news and share your personality with them

What is Social MediaAccording to Wikipedia refers to the means of interactions among people in which they create share exchange contents among themselves in virtual communities and networks The most used and well-known examples include Facebook Twitter Pinterest YouTube LinkedIn and Google+ However there are dozens of Social Media sites and tools out there with millions of users Though this list is not comprehensive here is a list of the most popular with the number of users as of January 30 2013 from (where else) the internet2 - 106 Billion - Monthly Active Facebook Users- 800 Million - YouTube Users (4 Billion Views per Day)- 500 Million - Total Twitter Users (200 Million Active Users)- 400 Million - Registered Google+ Users- 280 Million - Skype Users- 200 Million - LinkedIn Users- 100 Million+ - Dropbox Users- 90 Million - Instagram Users

Other SM Fast Facts- More people have digital identities than passports- Asia now has surpassed Europe in Facebook users (278 million vs 251

million)- The Google+ button is used 5 billion times per day- ldquoStudentrdquo is the number one occupation of Google+ users- 48 percent of Fortune Global 100 companies use Google+- LinkedIn has 2 new signups per second- 175 million Tweets are sent daily- 4 billion hours of video are watched monthly on YouTube- 51 of people aged 25ndash34 used social networking in the office more than

any other age group- People continue to spend more time on social networks than any other

category of sitesmdash20 of their time spent on PCs and 30 of their mobile time

- Social Media has overtaken pornography as the No 1 activity on the web- The popularity of various social networks will change but the desire to

communicate within a social network will not- With growing skepticism repetition has become even more important to

establish trust and credibility

So what does all of this mean to you and your business The time has come to firmly establish your companyrsquos online identity With that in mind here are the top questions marketers are (or should be) asking3

bull How do I measure the ROI of my social media marketingbull How do I find my target audience with social mediabull What are the best ways to engage my audiencebull How do I sell with social mediabull How should I best use my time to maximize my social media resultsbull How do I create a social media strategybull What social media tactics are the most effectivebull What are the best social media management toolsbull How much time is required to maintain an effective social media campaignbull Where can I find the answer to these questions

Watch for our series on Social Media Tools for Success in future issues

1 Edelman Trust Barometer 2012 Report - httptrustedelmancom2 httpexpandedramblingscomindexphp

resource-how-many-people-use-the-top-social-media3 httpwwwsocialmediaexaminercomreport

by Kerri Goodman-Small

82012 | Trust Barometer

Social Media Surges as Skepticism RisesNew media sees biggest rise in trust jumping by 75 percent

This yearrsquos Barometer once again looks at the number of times peo-ple need to hear something to be-lieve it Against the backdrop of in-creased skepticism 63 percent say between three and five times (figure 12) which represents a four-point up-tick over last year In Japan which now sits second from the bottom of the Trust Index the number is 82 per-cent (see page 2 for the Trust Index)

While traditional media sources are still the most trusted the diversification of trusted media sources continues In fact social media which consists of social networking sites content-shar-ing sites blogs and microblogging

sites saw the biggest percentage in-crease (75 percent) in trust among me-dia sources (figure 13) Online multiple sources made up of search engines and newsRSS feeds also saw a jump of 18 percent

In the US trust in all media sourc-es rose with major jumps in the per-ceived trustworthiness of television radio and newspapers as sources of information about a company (by 23 13 and 11 points respectively) In the UK those same sources increased by 25 17 and 17 points respectively By contrast in France and Germany trust in television news and newspa-pers fell by ten or more points

China saw double-digit decreases in television as a trusted source plunging from 74 to 43 percent Newspapers in that country didnrsquot fare well either (down by 20 points to 34 percent) But trust in social media jumped micro-blogging sites and social-networking sites went from virtual distrust at just one percent each to being greatly trusted by a quar-ter (25 percent) and 21 percent respec-tively ndash a likely reflection of the rapid growth in social media usage within Chi-na At the end of 2010 Weibo (the Twit-ter equivalent) had 60 million users By the end of 2011 310 million users were on Weibo which broke major news sto-ries including the corruption of the Red Cross and a high-speed train crash

Figure 12 Skepticism requires repetition

How many times in general do you need to hear something about a specific company to believe that information is likely to be true

Figure 13 People now trusting multiple media sourcesHow much do you trust each of the following places as a source of information about a company

Informed Publics ages 25-64 in 25 countries

ldquoTrust a Great Dealrdquo Informed Publics ages 25-64 in 20 countries

35 THREE TIMES (3)

28FOUR OR FIVE TIMES (4-5)

6SIX TO NINE TIMES (6-9)

13TEN OR MORE TIMES (10+)

63 THREE TO FIVE TIMES

14 TWICE (2)

5 ONCE (1)

2932

22

26

8

14 1316

+23+75

+18+10

CORPORATESOCIAL MEDIATRADITIONAL ONLINE MULTIPLE SOURCES

2011 2012

19

8 0 0 - 4 2 1 - 6 1 5 0

cupbrewercoffeetalk

wilburcurtiscomgold

Brewing perfection

For over four generations CURTIS has designed brewing

From our batch brewing G4 GEMINIreg with IntelliFreshtrade to the

new CURTIS GOLD CUPtrade Single Cup Brewer yoursquore assured

perfect golden cupWith CURTIS great co ee is in our genes

17541 Hp4c CGC DNA ad v2 COFFEE TALKindd 1 12413 356 PM

Overachieving undercounter

Thirsty for more Talk with Manitowocreg Ice1-920-682-0161 | ManitowocIcecomNEOcopy2013 Manitowoc Ice All Rights Reserved

Presenting NEOtrade the everywhere you need ice machineBy providing increased levels in performance intelligence and convenience Manitowocrsquos new ice machine o ers an all-in-one solution to your undercounter ice cube needs

mtwfsusacom

Overachieve_8875x63125indd 1 12813 355 PM

20

February 2013

Retailer Roaster Profile A Taste of Italy in San Diego

Cafe BarberaHillcrest 3614 5th Avenue San Diego CA(949) 735-5760wwwcaffebarberausacomPhillip Arcidiaconophilacaffebarberausacom

I have never been to Italy so it was exciting to prepare this article on the very first US store by the Italian coffee company Caffe Barbera and its American partner Caffe Barbera USA Started

by Domenico Barbera in 1870 in Messina Italy Caffe Barbera is now spreading across 5 continents and about 30 countries Phillip Arcidiacono is here with us today - co-owner of American cafeacute Letrsquos see what he says

V How did the cafeacute here in the US come to existA Hi Max Well we opened this one in June mostly as a concept store to determine whatrsquos going to work and whatrsquos not going to work because the style of our store is very Italian ndash nice tabletops comfortable chairs elegant but also casual at the same time Hill Crest San Diego is an area that I would say is more neighborhood friendly than it is commercial friendly We are around many great restaurants and great little local businesses which means that there are tons of customers who are ecstatic about the quality and the flavor of the coffee I think what really does it for us and is helping us with our business is the fact that we are roasters We know coffee we have been roasting it for over 140 years so we are 5 generations of coffee roasters and it is still held by the same family and managed in a very close way The coffee is just fabulous V I can feel a classy and traditional atmosphere in this store How did the American market react to your conceptA All of our cafes around the world are usually really beautiful With this cafeacute here in the US initially it was very hard to see inside and it felt closed in so we broke the front of the building down and put in all glass It seemed like the elegant look was a little bit much at the beginning but once people got in and saw how comfortable and relaxed the setting was with Italian music in the background they became really comfortable and made us their little destination They like to come in and sit down use Wi-Fi and enjoy coffee What makes us very different is that we serve in porcelain ndash we want the customer to enjoy a true experience This is how we do it in Italy There are a lot of Italians in San Diego and many of them drive for 20-30 miles from around the city just to have an espresso from us V For those of us who have never had an authentic Italian coffee experience could you tell me more about the difference between an average American shop and yoursA The biggest difference for us is that we always want the customer to sit down and enjoy the coffee served in porcelain the customers like that We also ask the customer to watch us make the coffee If they come to the counter they can see the coffee being made and our baristas do a very nice job in explaining what

is happening ndash starting from the extraction process all the way to the presentation They like to watch us It is very much a show to some degree but it is also an example of the way it is done in Italy and that bonds the customers to us Also another important aspect is that when someone orders something other than espresso for example a cappuccino we take care to make sure that when you taste the cappuccino you taste the coffee in your drink first without the need to dig through all the cream and ending up with a moustache before you get to actual coffee It is all about the right way of preparing it

V What kind of customers do you getA We get the full spectrum from teenagers up to the elderly A lot of business people that work in the area are coming in now not only for their coffee in the morning but also for their midday coffees sandwiches and salads V What kind of food do you serve A Everything is prepared fresh and all done in the store except pastries We try to prepare our food in the traditional Italian style So ham and cheese for example it is not just a regular ham - itrsquos Italian ham and good provolone cheese All of our croissants come from the best bakery in San Diego

V As the quality of coffee and skills of roasters and baristas increase it seems as if the American market is also warming up to the idea of drinking more and more of straight espresso without the need for milky additives are you also trying to promote straight espresso A Yup some people cringe remembering their experiences with espresso because they are used to tasting something that is bitter with a strong smell However we blend different beans each type of beans are roasted separately then we put our blend together So the blend is more traditionally Italian ndash caramel-like in color and very smooth taste ndash no bitterness whatsoever When you taste our coffee it goes around the tongue and then it reaches the tonguersquos back side where the flavor really gets absorbed and it is very pleasant You love the aftertaste

V What is the next step for Caffe Barberarsquos US conquestA We are currently putting all our franchise documentation in place and we plan on opening hundreds of places in the US in the next couple of years Right now we are just very excited to have opened the first store and have started sharing the coffee with our customers We are also starting a large distribution business and we already got quite a few cafes around San Diego that are using our coffee and just loving it

by Maxim VershininPhotography by

J Katarzyna WoronowiczJ Kat Photo Inc

20

February 2013

Retailer Roaster Profile A Taste of Italy in San Diego

Cafe BarberaHillcrest 3614 5th Avenue San Diego CA(949) 735-5760wwwcaffebarberausacomPhillip Arcidiaconophilacaffebarberausacom

I have never been to Italy so it was exciting to prepare this article on the very first US store by the Italian coffee company Caffe Barbera and its American partner Caffe Barbera USA Started

by Domenico Barbera in 1870 in Messina Italy Caffe Barbera is now spreading across 5 continents and about 30 countries Phillip Arcidiacono is here with us today - co-owner of American cafeacute Letrsquos see what he says

V How did the cafeacute here in the US come to existA Hi Max Well we opened this one in June mostly as a concept store to determine whatrsquos going to work and whatrsquos not going to work because the style of our store is very Italian ndash nice tabletops comfortable chairs elegant but also casual at the same time Hill Crest San Diego is an area that I would say is more neighborhood friendly than it is commercial friendly We are around many great restaurants and great little local businesses which means that there are tons of customers who are ecstatic about the quality and the flavor of the coffee I think what really does it for us and is helping us with our business is the fact that we are roasters We know coffee we have been roasting it for over 140 years so we are 5 generations of coffee roasters and it is still held by the same family and managed in a very close way The coffee is just fabulous V I can feel a classy and traditional atmosphere in this store How did the American market react to your conceptA All of our cafes around the world are usually really beautiful With this cafeacute here in the US initially it was very hard to see inside and it felt closed in so we broke the front of the building down and put in all glass It seemed like the elegant look was a little bit much at the beginning but once people got in and saw how comfortable and relaxed the setting was with Italian music in the background they became really comfortable and made us their little destination They like to come in and sit down use Wi-Fi and enjoy coffee What makes us very different is that we serve in porcelain ndash we want the customer to enjoy a true experience This is how we do it in Italy There are a lot of Italians in San Diego and many of them drive for 20-30 miles from around the city just to have an espresso from us V For those of us who have never had an authentic Italian coffee experience could you tell me more about the difference between an average American shop and yoursA The biggest difference for us is that we always want the customer to sit down and enjoy the coffee served in porcelain the customers like that We also ask the customer to watch us make the coffee If they come to the counter they can see the coffee being made and our baristas do a very nice job in explaining what

is happening ndash starting from the extraction process all the way to the presentation They like to watch us It is very much a show to some degree but it is also an example of the way it is done in Italy and that bonds the customers to us Also another important aspect is that when someone orders something other than espresso for example a cappuccino we take care to make sure that when you taste the cappuccino you taste the coffee in your drink first without the need to dig through all the cream and ending up with a moustache before you get to actual coffee It is all about the right way of preparing it

V What kind of customers do you getA We get the full spectrum from teenagers up to the elderly A lot of business people that work in the area are coming in now not only for their coffee in the morning but also for their midday coffees sandwiches and salads V What kind of food do you serve A Everything is prepared fresh and all done in the store except pastries We try to prepare our food in the traditional Italian style So ham and cheese for example it is not just a regular ham - itrsquos Italian ham and good provolone cheese All of our croissants come from the best bakery in San Diego

V As the quality of coffee and skills of roasters and baristas increase it seems as if the American market is also warming up to the idea of drinking more and more of straight espresso without the need for milky additives are you also trying to promote straight espresso A Yup some people cringe remembering their experiences with espresso because they are used to tasting something that is bitter with a strong smell However we blend different beans each type of beans are roasted separately then we put our blend together So the blend is more traditionally Italian ndash caramel-like in color and very smooth taste ndash no bitterness whatsoever When you taste our coffee it goes around the tongue and then it reaches the tonguersquos back side where the flavor really gets absorbed and it is very pleasant You love the aftertaste

V What is the next step for Caffe Barberarsquos US conquestA We are currently putting all our franchise documentation in place and we plan on opening hundreds of places in the US in the next couple of years Right now we are just very excited to have opened the first store and have started sharing the coffee with our customers We are also starting a large distribution business and we already got quite a few cafes around San Diego that are using our coffee and just loving it

by Maxim VershininPhotography by

J Katarzyna WoronowiczJ Kat Photo Inc

21

SEE US ATCOFFEEFESTNYC BOOTH 909

22

February 2013

Whatrsquos Your Legacy in Coffee Going to Be

Raising a Glass to Ted Lingle

One of the early adopters of the idea to view ldquoSpecialty Coffeerdquo as a separate segment of the coffee industry was Ted Lingle It could be argued that he was one of the most

influential people in driving the industry forward He has created a legacy of changing the coffee industry for the better Ted is retiring and it seems appropriate to examine his legacy and how he has influenced all of us that still have a few years before our own retirement

Coffee is rich in history Since its discovery in Africa it has appealed to us on many levels To some it is just a morning fix necessary to start the day To others it is a moving experience with roots in exotic lands that creates a link to our own lives Hundreds of years of cultivation research and consumption variations make it an important part of almost every culture

Specialty coffee is new It has been just a few decades since Erna Knutsen coined the term lsquoSpecialty Coffeersquo and a small group of folks started to change our focus on the product They told us that coffee does not have to be just a consumption product It can also be a quality product In just a few short years an industry was born and we operate in that world now It is an industry view that has a firm belief that if you improve the quality of a product there will be a market prepared to pay more for it If the market pays more then the entire supply chain will benefit

Tedrsquos path to quality coffee started in the family business Lingle Brothers started by his grandfather in 1920 saw Ted working in it for 20 years His prominence in the industry carried him to senior levels of industry organizations This made him a natural choice to be the founding co-chair of the SCAA In his role at SCAA he drove technical research to help quantify and identify quality in coffee He wrote lsquoThe Coffee Cuppers Handbookrsquo and followed it with lsquoThe Coffee Brewing Handbookrsquo He drove innovations in evaluation science all in pursuit of enhancing the supply chain from grower to roaster to retailer

The body of research required addition resources to move forward including staff volunteers and grant money Coffee Quality Institute was formed under his watch as Executive Director at SCAA Ted would later leave his post at SCAA to become the Executive Director of CQI Many that know Ted thought this was a terrific move for him as he truly enjoys the nuts and bolts of coffee science and he saw a potential to really start changing the coffee world

At CQI Ted created the Q coffee system whereby well trained and calibrated cuppers could accurately identify and quantify the attributes of coffee By training cuppers from farms to retail stores a common language of quality arose This lessened the ambiguity and frustration of discussions in the supply chain A formal system of calibrating cuppers was developed A person could be taught this system and if they passed a series of 22 tests became a certified Q-Grader

The set of services offered by CQI were all designed to increase quality in the supply chain and be able to quantify that improvement objectively Over and over it has been proven now that quality improves sales prices for each member of the supply chain Much of the improvements were taught by CQI and verified by Q-Graders in the cup The number of Q-Graders in the market now numbers over 2000

R-GraderThe Q-program was so successful that it is being given a makeover for Robusta coffee Sales of Robusta tend to be a bulk blend of coffee where quality is more of an accident than on purpose Some farmers however choose to patio dry their coffee and hold them as small lots Some of this coffee is quite wonderful and deserves more study It has already been proven at specialty coffee auctions that quality in Robusta garners a super-premium Ted has been putting a ton of energy into this and it will keep him busy in his retirement continuing to improve this new offering

Q 40The latest step to improve the Q program at CQI is by creating version 40 of the course This is another project that has Ted working in his retirement to finish the remaining details It is a vastly improved rewrite of the Q-Grader certification class in that it focuses on teaching students critical control points of quality and how to improve them This version should be out in April before the SCAA Conference in Boston It really pushes the training to the next level by utilizing best practices created by Q-Instructors in the field The training modules are getting more sophisticated and the tests are being revamped to better reflect the skills needed in the marketplace

His LegacyTed was asked ldquoWhen you look back at your career in coffee is there one thing that stands out as being the thing you were most proud ofrdquo His answer was ldquoI think it would have to be the creation of the coffee flavor wheelrdquo He explained that the body of work that went into that poster that most of us have hanging in our businesses somewhere set the development stage for a great deal of the Q-Grader program It analyzes tastes aromas and defects and puts them into categories that help discover their origins It is even color coded to show how aromas tastes and defects intersect each other and gives names to them Many people have seen it but few have any ability to articulate its significance It is good to see that SCAA is creating a class specific to the wheel so us mere coffee mortals can understand its complexity When you are done with this article go look at that poster on the wall and see if you can find deeper meaning (Then go take the class)

Ted will be remembered for a vast number of contributions to the industry including some he is still working on completing He has left a mark on the world and has indeed changed the lives of those in the coffee industry for the better

Your LegacySo what are you going to do today this year and the rest of your career until you retire to improve the coffee world Like Ted you should not be doing it to become famous but by following your passion you may become infamous Strive today to become a great coffee citizen and make your mark

Ted we raise our glass to you We owe you a full container load of 90+ gratitude May you have great coffee wherever retirement leads you Cheers

Rocky can be reached at rockyINTLcoffeeConsultingcom

by Rocky RhodesPhoto by Trish Rothgeb

23

Diedrich Manufacturing Inc(877) 263-1276

diedrichroasterscom

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is a superior alternative to theantiquated coffee can

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Scan this code or visitwwwfrescocomfresbag

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Source LCA comparison analysis using SavvyPackreg LCA software

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24

February 2013

NewsBitesTEA CONTROLtrade 04 - FinumThe Good Design awarded Tea Controltrade 04 is a most elegant non-electric tea maker and part of the Permanent Design Collection in the Museum of Architecture and Design in Chicago Its brew-stop filter basket is made of Tritantrade (BpA-free) providing an attractive appearance functionality durability and dishwasher safety The stainless-steel knob on the lid completes the exquisite design A turn of the lid slows the brewing process keeping the taste uncompromising Tea Controltrade 04 won the Good Design Award 2010 (Chicago Athenaeum) and was nominated for German Design Price (Designpreis Deutschland 2012) For more information visit wwwfinumcom

Latest MaitrersquoD Release Offers Tools to Boost ProfitabilityWith the past few years being marked by a tough economy and modest sales growth businesses face an economic recession and increasing food prices These complex market conditions mean restaurant operators must look inward to eliminate excess spending minimise waste and streamline operations to help build a stronger bottom line The latest version of MaitrersquoD EPOS Software is designed to help restaurants achieve these goals with several new features including the ability to take orders on a mobile device or Android tablet key performance indicators forecasting tools alerts dashboards and business intelligence reporting When combined with the softwarersquos perpetual real-time inventory management capabilities and intelligent reporting services restaurants gain greater financial control and the accountability they need to make their mark in the restaurant space this year For more information visit wwwposeracom

Weldon Flavorings offers 1 oz Sampler bottles for ValentinersquosWeldon Flavorings is now offering their unsweetened Coffee and Tea Flavorings in 1 oz sample sized bottles for Valentinersquos Customers can choose for their special Sweetheart a 4 pack or 8 pack sampler Weldonrsquos Coffee Flavorings come in 12 flavors and the Iced TeaWater Flavorings come in 6 flavors with the addition of 2 new flavors Blueberry and Mint This sample sized bottle allows coffee and tea lovers the chance to sample a variety of these flavorings before ordering the larger pump bottles They make a perfect gift for your ldquoon the gordquo Sweetheart since they are small enough to be carried in your pocket or purse All of Weldon Flavoringsrsquo are sugar free as well as free of any artificial sweeteners creamers powders and syrups Because these pure liquid flavorings are not pre-sweetened each coffee or tea beverage can be made unsweetened or sweetened to each individualrsquos taste They are also non-allergenic and gluten free Weldon Coffee amp Iced TeaWater Flavorings

can be purchased online at wwwWeldonFlavoringscom For additional product information contact Weldon Flavorings at infoweldonflavoringscom or (502) 797-2937

NCA 2013 Convention Added Sessions More Confirmed SpeakersThe NCArsquos 102nd Convention has moved west to San Francisco and the iconic Palace Hotel a landmark property in downtown San Francisco Well-known for its exceptional standard of hospitality and as a world-class destination for international conferences the Palace features such timeless creations as its Garden Courtrsquos stained glass dome and the 1909 Maxfield Parrish mural of ldquoThe Pied Piper of Hamlinrdquo located in the Pied Piper Bar and Grill As always the 2013 Convention will feature a strong educational program numerous opportunities for networking and plenty of fun for all For those who have attended in the past ndash and others contemplating attending for the first time ndash the NCA annual Convention is the coffee industryrsquos premier annual event You will not want to miss it For more information visit wwwncausaorg

Fourteen Eastern Coffeehouses Shooting For Americarsquos Best Title Fourteen coffeehouses from the eastern United States have been chosen for the 30-day preliminary round of the DaVinci Gourmet Americarsquos Best Coffeehouse Competition During the field qualification period each coffeehouse will undergo an assessment by secret shoppers to be rated on customer service drink quality store cleanliness atmosphere and ambiance Additionally an anticipated 15000 votes from coffeehouse patrons and fans will be collected The combination of voting results and secret shopper scores will determine seven semifinalists to compete for the title at Coffee Fest New York March 8-10 2013 The video and photo submissions from the competing coffeehouses as well as the voting form are available online at coffeefestcom Voting will be open until midnight February 13th We encourage you to show your support for your favorite

OLAM launches improved websiteOlam Specialty Coffee launched a new eCommerce enabled website to bring more convenience and transparency to green coffee procurement On the website wwwolamspecialtycoffeecom roasters can create orders whether it is a pallet with 6 different coffees or full containers and then receive an instant price quote One other perk is that roasters can request samples for any available coffee On the other end of the chain producers that work with Olam will eventually be able to create profiles on their forward coffees and update FOB differentials as the market adjusts This will allow roasters to easily see real-time prices (that include shipping to their preferred warehouse) and then book forward orders for specialty coffees currently on the tree whether they want one bag or multiple containers Visit wwwolamspecialtycoffeecom and have a look

ShopKeep POS iPad Mini Register Helps Merchants Move Through Lines FasterShopKeep POS the simplest way to make smarter business decisions announced the launch of its new iPad mini register to help improve merchant operations The new feature is a breakthrough in POS system technology Designed to dramatically reduce wait times and enhance efficiency the ShopKeep POS iPad mini uses the MagTekreg uDynamo credit card swiper and allows merchants to take orders from customers right as they walk in the store The cashier can go down the line ringing up orders accepting credit cards for payment printing them to the kitchen and emailing receipts to customers Customers can go straight to the pick-up counter for their order Priced at $49month the ShopKeep POS iPad mini register is a remarkable breakthrough for small business and quick-serve restaurants that grapple with long lines especially during morning rush hour and lunchtime Sign up now and start ringing up sales in minutes at httpwwwshopkeepcom or call us today at 800-820-9814

UBC NYC Challenger InvitationWould you like to attend the New York City Barista Challenge in this Ultimate East Coast barista event This is the only Dueling Barista format in the world and is now in 5 countries The UBC started in 2005 amp also has 3 shows in the USA NYC California amp Florida The New York event will take place at the International Restaurant amp Foodservice Show of New York Sunday March 3 ndash Tuesday March 5 2013 at the Jacob Javits Convention Center Manhattan NYC Challenger Calibration amp Practice Sessions held prior to competitions will be at 830 am on each day prior to the opening of the show The UBC has 3 challenge categories this year Latte Art (it must taste as good as it looks) Espresso Frappe (cold blended espresso amp other ingredients) and the Best of Brew Challenge (Pourover - Coffee straight up) Contact Danny Johns at Tel 5032321016 For general information go to wwwultimatebaristachallengecom or wwwinternationalrestaurantnycom

Cup Of Excellence First Time Entry WinsJesimar de Oliveira Sandi walked away with the top prize for the Brazil Late Harvest (Naturals) Cup of Excellencereg competition Never having entered the contest before he was overwhelmed to be named the first place among the 22 winners at the recent celebration held in Varghina Brazil His final score of 9213 ranked him almost 2 points over the next contender Sweet notes of caramel honey and brown sugar with fruity notes of stone fruits raisins wine berries and tamarind dominated the flavor descriptors for the 22 winners The highest quality naturals have very creamy body and these were no exception All 22 of these unique Brazil winning coffees will be auctioned to the highest bidder on March 14th 2013 on the new Alliance for Coffee Excellence website To register for samples of the incredible winning coffees and renew or sign up for your complete 2013 membership log on to wwwallinaceforcoffeeexcellenceorg For more information log in to wwwallianceforcoffeeexcellenceorg or call Jon Lewis at 406-542-3509

25

wwwcoffeeholdingcom | wwwiaccoffeecom

wwwoptcocom | wwwthetaridgecom1-800-652-5282 bull wwwKMOcoffeecom

Visit us at Coffee Fest NY 2013 Booth 1105

100 Customer SatisfactionGuaranteed

100+ Straights amp Blends middot 250+ Flavors Organic middot Fair Trade middot Espresso

Private Labeling middot Custom Roast Profiles

KMOsmile1-13indd 1 13113 955 AM

26

February 2013

Rocket Man continues its growthRocket Man Equipment the most recognized leader in portable backpack beverage dispensers continues to widen its product distribution globally With the new Fair Trade Agreement with Colombia and the United States Rocket Man is now able to sell its products in Latin America more competitively Rocket Man is perfect for new store openings off-site promotion new product introductions and many other fun and exciting uses These custom identified backpack style beverage dispensers keep cold beverages cool and hot beverages hot delivering the highest quality products with confidence and excitement For more information contact Rocket Man at wwwrocketmancom or email them at salesrocketmancom

Vitamix ndash The Quiet OneregThe Quiet One is a powerful premium blender designed to create a more enjoyable customer environment and

atmosphere for coffee shops high-end bars or front-of-the-house-establishments The machine provides exceptional blending capabilities for a consistently superior product significantly improved speed of service and unparalleled sound reductionndashup to four times quieter than any other commercial blender Six function settings with 34 optimized programs consistently prepare countless blends with absolute precision allowing operators the ability to deliver a wide variety of perfectly blended beverages to their customers including signature drinks smoothies and blended coffees For more information on The Quiet One visit wwwvitamixcom or call 1-800-4DRINK4

Scott Reed Joins Walker Coffee TradingWalker Coffee is proud to welcome Scott Reed as a member to its teamScott began his coffee adventures 20 years ago serving coffee at PJrsquos Coffee in New Orleans Since then he has done everything from cafe and QC management to roasting green coffee buying green

coffee trading and quality consulting He has written for numerous industry publications and given many presentations at trade shows He has travelled extensively to producing countries and has been a judge at several international cupping competitions Besides being an avid cupper Scott places high value on developing and maintaining the relationships that make our business so unique Scottrsquos knowledge and history are an excellent complement to the companyrsquos culture and business Walker Coffee is a family owned business that values people for who they are and helps them use their talents in the best way possible The commitment to our customers of providing excellent service and delivering top quality green coffees is what sets us apart Scott will work from his homeoffice in New Orleans and can be contacted there on his cell phone (504)582-2264 or by e-mail scottwalkercoffeecom Walker Coffee Trading can be found on the internet at wwwwalkercoffeecom

NewsBites

Please be sure to visit these CoffeeTalk Advertisers at Coffee FestAdd a Scoop by Smoothie Essentials Supplement-Boosts Booth 416(415) 382-6535 wwwsmoothieessentialscom

NEED A BOOST 18 Unique Powdered Boosts Healthy Blended Beverages = Healthy ProfitsSee Our Ad On Page 28

Big Train Booth 300(800) 244-8724 wwwbigtraincom

The foodservice market leader in Blended Ice Coffee and Chai beverage mixes Big Trainrsquos product portfolio now includes over 200 diverse products the most complete in the industrySee Our Ad On Page 11

BriteVision Booth 909(415) 374-8119 wwwbritevisioncom

BriteVision provides colorful eco-friendly cup sleeves Come by our booth to learn how to grow sales or build your brand and image through cup sleeve marketing See Our Ad On Page 21

Cappuccine Booth 204(800) 511-3127 wwwcappuccinenet

Cappuccine first invented the all-in-one powdered frappe mix nearly 20 years ago and now offers over 25 unique flavors Our award-winning frappe mixes can be used as stand-alone flavors or base mixes to blend the richest most delicious frappe drinksSee Our Ad On Page 13

Coffee Fest Booth 90(800) 232-0083 wwwcoffeefestcom

Coffee Fest Trade Shows classes workshops competitions and networking events have been driving the specialty coffee industry since 1992 For the best value classes workshops networking events and competitions mark you calendar and we will see you at Coffee FestSee Our Ad On Page 27

Coffee Shop Manager Booth 304(800) 750-3947 wwwcoffeeshopmanagercom

Coffee Shop Manager Point-of-Sale is designed specifically for coffee shops Great features including tablets integrated online and mobile ordering self-serve kiosks and no-fee pre-paid cards and loyalty make CSM the perfect business partner for your shopSee Our Ad On Page 21

CofeeTalk Media Booth 501(206) 686-7378 wwwcoffeetalkcom

CoffeeTalk Media has been considered a bible of the industry since 1994 We proudly deliver our readers with the latest industry news trends and products through our different products Coffeetalk Magazine Daily Dose e-newsletter and SCAA 2012 Award winner CoffeeTalk Press

Curtis Booth 1016(800) 421-6150 wwwwilburcurtiscom

Since 1941 Curtis has remained a family-owned business committed to the principles of innovation quality and superior craftsmanship in gourmet coffee tea and specialty beverage systemsSee Our Ad On Page 19

Global Customized Water Booth 817(805) 484-1589 wwwglobalcustomizedwatercom

Global Customized Water developer of formulation water for coffee and tea the premier water treatment provider to the specialty beverage industry now 30 years strong The Formula used in homes commercial applications by SCAA US Barista Competitions World Tea Expo Coffee Fest and top Coffee Chains in the World See Our Ad On Page 29

Java Jacket Booth 1001(800) 208-4128 wwwjavajacketcom

The Original Green Coffee Sleeve Comes in 100 Recycled Natural Kraft or White Can be custom printed with your designSee Our Ad On Page 25

Kaffe Magnum Opus Inc Booth 1103(800) 652-5282 wwwkmocoffeecom

Kaffe Magnum Opusreg specialty coffee roaster since 1991 Our talented artisan roasters are committed to achieving excellence - every order every day 100 Customer Satisfaction GuaranteedSee Our Ad On Page 25

Perka Inc Booth 1108(503) 427-1377 wwwgetperkacom

Perka is a mobile app for neighborhood merchants thatrsquos as fast and familiar as an old-fashioned paper punch card Reward regular customers with custom perks learn their buying behavior and get to know them by nameSee Our Ad On Page 17

ShopKeep POS Booth 1109(800) 820-9814 wwwshopkeepcom

The simplest way to make smarter business decisionsSee Our Ad On Page 3

Stalkmarket Products Booth 1009(Asean Corporation) (503) 295-4977 wwwstalkmarketproductscom

Stalkmarket is the leading supplier of 100 compostable plant-based coffee cups lids tableware cutlery and food packaging ampquotSimple Elegance - 100 Compostable - Itrsquos all we doampquotSee Our Ad On Page 2

Vessel Drinkware Booth 110(855) 883-7735 wwwvesseldrinkwarecom

Vessel Drinkware Inc is a supplier of branded Drinkware to independent retailers throughout the US and Canada Please visit us at wwwvesseldrinkwarecom or call (206) 763-0366See Our Ad On Page 13

Walker Coffee Trading Company Booth 822(713) 780-7050 wwwwalkercoffeecom

Shop around for your beans Visit wwwwalkercoffeecom to see our green coffee offering lists Our reputation stands out for our great quality of beans and excellent customer service See Our Ad On Page 21

White Coffee Corp Booth 613(800) 221-0140 wwwwhitecoffeecom

Exclusive roaster KahluaRocky Mountain coffees Colombian Primaveral Estate Fair TradeOrganicNSF certified Customized blends and packaging Entenmanns and Juniors 70+ years experience Foodservice and retail optionsSee Our Ad On Page 30

27

REGISTER TO ATTEND COMPETE OR EXHIBIT COFFEEFESTCOMOR CALL 800-232-0083

THE BEST BUSINESS RELATIONSHIPS BEGIN IN PERSON

SHOW HIGHLIGHTS INCLUDE

200 EXHIBITION BOOTHS

OVER 75 CLASSES amp WORKSHOPS

AMERICArsquoS BEST COFFEEHOUSE EASTERN CHAMPIONSHIP

AMERICArsquoS BEST ESPRESSO EASTERN CHAMPIONSHIP

LATTE ART WORLD CHAMPIONSHIP OPEN

TEST DRIVE THURSDAY

FRESHMAN CLASS ndash 1ST TIME ATTENDEE PROGRAM

SOURCE NEW PRODUCTS

Our Reputation

EagleWebPresscom bull 800-800-7980

Stands The Test of Time

bull Best Customer Servicebull High Quality Printingbull Affordabilitybull Versatility CoatedUncoatedbull Friendly Staffbull Latest Technologybull On Time Deliverybull Environmentally Conscious

Catalogs bull Newsletters bullTabloidsClass Schedules bull DirectoriesNewspapers bull Books bull Magazines Digests bull Bus Schedules

Printing Quality Publications

Since 1970

27

REGISTER TO ATTEND COMPETE OR EXHIBIT COFFEEFESTCOMOR CALL 800-232-0083

THE BEST BUSINESS RELATIONSHIPS BEGIN IN PERSON

SHOW HIGHLIGHTS INCLUDE

200 EXHIBITION BOOTHS

OVER 75 CLASSES amp WORKSHOPS

AMERICArsquoS BEST COFFEEHOUSE EASTERN CHAMPIONSHIP

AMERICArsquoS BEST ESPRESSO EASTERN CHAMPIONSHIP

LATTE ART WORLD CHAMPIONSHIP OPEN

TEST DRIVE THURSDAY

FRESHMAN CLASS ndash 1ST TIME ATTENDEE PROGRAM

SOURCE NEW PRODUCTS

Our Reputation

EagleWebPresscom bull 800-800-7980

Stands The Test of Time

bull Best Customer Servicebull High Quality Printingbull Affordabilitybull Versatility CoatedUncoatedbull Friendly Staffbull Latest Technologybull On Time Deliverybull Environmentally Conscious

Catalogs bull Newsletters bullTabloidsClass Schedules bull DirectoriesNewspapers bull Books bull Magazines Digests bull Bus Schedules

Printing Quality Publications

Since 1970

28

February 2013

Add a ScoopSupplement-Boosts

tradeAdd a Scoop

Supplement-Boosts

Call today and let Add a Scoop by Smoothie Essentials help boost your profits and increase customers4153826535 | wwwAddaScoopcomKosher Us Vegetarian amp non-gMo

From Antioxidants to Womenrsquos Boost add a scoop of supplement boosts to

smoothies frappes and oatmeal Generate more profits and better yet

more smiles from your customers

Company Phone Web Page Coffee Fest Booth

Add a Scoop by Smoothie Essentials Supplement-Boosts (415) 382-6535 wwwsmoothieessentialscom 28 416Agtron (775) 850-4600 wwwagtronnet 30Big Train (800) 244-8724 wwwbigtraincom 11 300Blendtec (800) 253-6383 wwwcom mercialblendteccom 5BriteVision (415) 374-8119 wwwbritevisioncom 21 909Cappuccine (800) 511-3127 wwwcappuccinenet 13 204Coffee and Tea Festival NYC (631) 940-7290 wwwcoffeeandteafestivalcom 29Coffee Fest (800) 232-0083 wwwcoffeefestcom 27 90Coffee Shop Manager (800) 750-3947 wwwcoffeeshopmanagercom 21304CoffeeNetworkcom (305) 925-4822 wwwcoffeenetworkcom 29Costellinirsquos (877) 889-1866 wwwcostelliniscom 29CupBarn (855) 428-7766 wwwcupbarncom 23Curtis (800) 421-6150 wwwwilburcurtiscom 19 1016Daterra Coffee (330) 941-2555 wwwdaterracoffeecombr 25Diedrich Manufacturing Inc (208) 263-1276 wwwdiedrichroasterscom 23Eagle Web Press (800) 800-7980 wwweaglewebpresscom 27Espresso Me Services (360) 213-0715 wwwespressomeservicecom 29 30Finum by Riensch amp Held GmbH amp Co KG +49 (40) 734240 wwwfinumcom 7Follett Corporation (610) 252-7301 wwwfolletticecom 30Fres-co System USA Inc (215) 721-4600 wwwfrescocom 23Global Customized Water (805) 484-1589 wwwglobalcustomizedwatercom 29 30 817GoodDrinks (800) 877-3811 wwwgetgooddrinkscom 6Grounds for Health (802) 241-4146 wwwgroundsforhealthorg 29 30International Coffee Consulting (818) 347-1378 wwwintlcoffeeconsultingcom 28Java Jacket (800) 208-4128 wwwjavajacketcom 25 30 1001Kaffe Magnum Opus Inc (800) 652-5282 wwwkmocoffeecom 25 1103Knutsen Coffees Ltd (800) 231-7764 wwwknutsencoffeescom 30MaitrersquoD by Posera Software (888) 404-2662 wwwmaitredposcom 17Manitowic Ice (800) 545-5720 wwwmanitowocicecom 19Mother Parkers Tea amp Coffee (800) 387-9398 wwwrealcupcom 15National Coffee Association of the USA (212) 766-4007 wwwncausaorg 29Orleans Coffee Exchange (800) 344-7922 wwworleanscoffeecom 27Pack Plus Converting (909) 902-9929 wwwpackpluscom 29Perka Inc (503) 427-1377 wwwgetperkacom 17 1108Plitek (847) 827-6680 wwwplitekcom 15Pod Pack International LTD (225) 752-1160 wwwpodpackcom 23Rift Valley Trading LLC (310) 356-6626 wwwriftvalleytradingcom 21Rocket Man Equipment (800) 921-0199 wwwrocketmancom 28Scolari Engineering SpATexpak Inc (856) 988-5533 wwwscolariengcom 32Service Ideas Inc(800) 328-4493 wwwserviceideascom 30ShopKeep POS (800) 820-9814 wwwshopkeepcom 3 1109Stalkmarket Products (Asean Corporation) (503) 295-4977 wwwstalkmarketproductscom 2 30 1009The Dynamik Group (206) 686-2525 wwwdynamikspacecom 29The Truvia Company LLC (855) 855-2362 wwwtruviacomfoodservice 9Tightpac America inc (888) 428-4448 wwwtightvaccom 30Tipursquos Chai Inc (406) 883-4500 wwwtipuschaicom 30Track the Impact(619) 889-1997 wwwtracktheimpactcom 30Ultimate Barista Challenge (503) 232-1016 wwwultimatebaristachallengecom 27US Roasterie (515) 243-8805 wwwusroasteriecom 29uVu Lid Company (561) 674-9415 wwwuvulidcom 31Vessel Drinkware (855) 883-7735 wwwvesseldrinkwarecom 13 110Vita-Mix Corporation (800) 437-4654 wwwvitamixcom 30Walker Coffee Trading Company (713) 780-7050 wwwwalkercoffeecom 21 822Weldon Flavorings (502) 797-2937 wwwweldonflavoringscom 28White Coffee Corp (800) 221-0140 wwwwhitecoffeecom 30 613

Advertisers Index

29

wwwpackpluscom

Home of the widest selection of packaging

products for coffee tea food and other

specialty items

Call us for a FREE quote on customized packaging

Toll Free 18777225888

E infopackpluscom

Thinking of opening or remodeling a cafeacute

Before you sign a lease purchase our 1o Tips workbook amp call us for a free consult

2066862525 bull wwwdynamikspacewordpresscom

bull BRANDINGbull LAYOUTbull PERMITTINGbull SITE ANALYSIS

bull FEASIBILITYbull DESIGNbull CONSTRUCTIONbull AND MORE

followour blog

Risk Management

Forecasts and Analysis

wwwintlfcstonecomwwwcoeenetworkcom

Commodity trading involves risks and you should fully understand those risks before trading

Why settle for ordinaryYou deserve extraordinary coffee amp extraordinary service every time

OCS C-Store FoodserviceCoffee Shops

Proudly serving

Des Moines IA q 5152438805wwwusroasteriecom q salesusroasteriecom

CoffeeTalk_2013 adindd 1 13013 409 PM

30

February 2013

AllStar Tools

Java Jacket8002084128

wwwjavajacketcom

Java Jacket provides the best insulation of all sleeves on the market

Protects customers from hot or cold to-go

beverages and provides a more grippable surface than other coffee sleeves

SLEEVES

Want a free listingVisit our website to add

your company freewwwcoffeetalkcomsubmit-listing

Used by Over 50000Buyers Every Year

Updated Online Every 24 HoursSearch by Name Location or

over 100 Business Categories

Includes a Live Link to your Website

And itrsquos FREE

FREE LINK

StalkMarket Products5032954977

wwwstalkmarketproductscom

StalkMarket Products a leading provider of

compostable products offers the worldrsquos first certified compostable Ingeotrade hot cup and lid system from Planet+

that meets the rigorous composting requirements

of Biodegradable Products Institute (BPI)

CUPS amp LIDS

BLENDER

Tightvac88842TIGHTwwwtightvaccom

Tightvacs are the ultimate Coffee amp Tea container

Our unique patented Tightvac closure system

allows the gasses from the beans to escape ndash without letting oxygen back into

the container Tightvacs guarantee

the smooth flavor your customers pay for

VACUUM CONTAINER

Follett Corporation8005239361

wwwfolletticecomct

bull The right ice for coffeebull Crunchy Chewbletreg icebull People love itbull Great for blendersbull Wide selections of

ice machines and dispensers

bull Sanitary hands-free dispensing

ICE MACHINES

Knutsen Coffees Ltd8002317764

wwwknutsencoffeescom

Award winning purveyors of the finest green coffees in

the world Call us about our exclusive 100 Estate Grown

Jamaican Blue Mountain grown at over 4000 feet

on a farm established over 200 years ago Supplies

EXTREMELY limited Erna Knutsen

President amp Founder

GREEN COFFEE IMPORTERS

GlobalCustomized Water

8054841589wwwglobalcustomizedwatercom

98 of your product is water so make sure

this essential ingredient is the best it can

be With over 30 years experience Global

Customized Water can handle all your

customized water needs

WATER TREATMENT

Service Ideas Incorporated

8003284493 wwwserviceideascom

Introducing the Color Me SVAC

4 sizes 22 25 30 amp 37 Liter NSFreg Approved 4-6 Hour Insulation Designate

contents with 5 colors available

Black Blue Brown Green amp Orange

AIR POTS

Espresso Me Service87721507153602130715

wwwespressomeservicecom

Espresso Me Service is your one stop for sales and service We offer service on many types

of commercial espresso machines and brewing

equipment in Washington and Oregon

ESPRESSO MACHINES

White Coffee Corp8002210140718 204 7900

wwwwhitecoffeecom

White Coffee creates customized blends and packaging for industry leaders Wide variety

of varietals and flavors available Exclusive

licenseeof Kahlua Entenmannrsquos amp MoonPie flavored coffees

Fair Trade Organic Kosher

NSF certified

ROASTED COFFEE

Track the Impact6195465400

wwwtracktheimpactcom

CoffeeCareshellipthe simple cloud-based tool for charitable giving and

reporting

bull Save time and moneybull Easily create reportsbull Socially brand your companybull Increase employee loyalty amp retention

CHARITABLE GIVING SOFTWARE

Tipursquos Chai Inc 8885062424wwwtipuschaicom

Tipursquostrade Chai is a bold alternative to coffee tea and American Chai Stop shipping water by using

our Chai Nowtrade food service product to make your own chai tea concentrate We supply the reusable bottle

and the chai - you just add water

CHAI

Grounds for Health8022414146

wwwgroundsforhealthorg

Grounds for Health works with coffee-growing

communities to establish sustainable cervical cancer

prevention programs Together with our coffee cooperative partners we break down the barriers

that stand between women and preventive

care

NON-PROFIT

Coffee Analyzers7758504600

wwwagtronnet

THE TOP ROASTERS WORLDWIDE CHOOSE

AGTRONTrust the consistency and

quality of your roasted coffee Made in the USA simply the

most accurate and repeatable Roast Analyzers available And

remember only an Agtron reads like an Agtron Support

and roasting instruction provided by Carl Staub

COFFEE ANALYSIS

Vitamix800-4DRINK4

wwwvitamixcomthequietone

Well known for delivering incomparable versatility and

value through its revolutionary product performance Vitamix

once again delivers an industry first The Quiet Onetrade

Engineered to provide dramatic sound reduction world-class reliability unparalleled speed of service and a perfect blend

every time

31