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HNCT, LLC

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NAMA in Costa Ricapage 14

This Month:7 Coffee of Grace

10 Single-Serve Coffee Makers: Living Life One Cup at a Time

24 Latin American Coffee Market 2012/2013

www.CoffeeTalk.com

April 2013Vol. XXVI No. 4

See SCAA & NAMAExhibitor Listings

page 26

7 Coffee of Grace

8 The View8 Calendar

10 Single-Serve Coffee Makers: Living Life One Cup at a Time14 NAMA in Costa Rica

16 Grass Roots Marketing and the Cost of Shoe Leather18 A Master's In CoffeePart 3

1810 Tips to Jumpstart

Your Caf SuccessTIP 3

20 Retailer / Roaster ProfileTake a Good Sip of Boston

22Instilling a Commitment of

Sustainability from the BeginningA Responsible Stevia Industry

24 Latin American Coffee Market26 SCAA Listings

28Cervical Cancer Prevention

Campaign Recognizes International Women's Day

30 Imagine a Coffee Industry Without Women

32Coffee Market in Russia:

Foreign Companies' Investments Provide Growth

34 Mother Parkers Innovates With New Coffee Degassing Valve36 News Bites44 Advertiser Index

Feature

OwnersCEO/Publisher/Advertising DirectorKerri Goodman-Small, ext 1 | 877.426.6410 | [email protected]

Editor-in-ChiefMiles Small, ext 2 | [email protected]

International Development Rocky Rhodes, [email protected]

DesignPrint DesignMarcus Fellbaum, ext [email protected]

Web DesignJustin Goodman, ext [email protected]

AdministrativeAdministrative Director, Accounting, SubscriptionsSandra Hundacker, ext [email protected]

Mailing InfoMail: HNCT, LLC, 25525 77th Ave SWVashon, WA 98070Phone: 206.686.7378 Fax: 866.373.0392Web: www.coffeetalk.com

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 columns.Postmaster: Send address changes to HNCT, LLC, 25525 77th Ave SW, Vashon, WA 98070Subscription: The cost of a subscription in the U.S. is $47.50 per year; in Canada, the cost is $72.00. Free to qualified industry professionals. Non-qualified requests may be rejected. Publisher reserves the right to limit the number of free subscriptions. For subscription inquiries, please call 206.686.7378 x1 or subscribe online at www.CoffeeTalk.com.Copyright 2013, HNCT, LLC, All Rights Reserved

WHO WE ARE

Cont

ents

Professional Memberships

10 Single-Serve Coffee Makers: Living Life One Cup at a Time

24 Latin American Coffee Market

7 Coffee of Grace

NAMA in Costa RicaLuz Marina Trujillo Stewart and Jim Stewart in Costa Rica4

April 2013

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7Coffee of Graceby Kerri Goodman-Small

It was September of 2011 when this all started. I had the pleasure of meeting President Kagame of Rwanda at an intimate gathering at a friends house. I had never heard anyone, in politics or not, speak so passionately about his people and his country. The simplicity he spoke was inspiring. This led Grace Hightower De Niro to meet with the Rwandan ambassador in New York to learn more about Rwanda and its people. Of course, one of the first things to come to mind in conversations on Rwanda is the genocide only a few decades ago.

The ambassadors wife touched Grace with this phrase They had to move on. Grace had asked How do you move on with someone who is standing next to you who has killed your parents, or maybe your child or siblings? The ambassadors wife responded, Its simple. You either choose to live or not live. Grace continued, For me that stuck with me because I know that we have a great deal of challenges here in America and we think our challenges are so monumental (and some are), but nothing by comparison, with what they have gone through. It really started to make me think about my personal life and come to some realizations about living. These people really do live. They really do live in the moment. This spurred Grace on to continue her quest. Though coffee had not been the focus of her thoughts initially, she told me, Rwanda got into my spirit, into my soul. A friend of hers recommended she get into coffee. Really? was her surprised response.

Grace continued brainstorming with the Rwandan ambassador. He explained to me there would be a lot of benefits for education and healthcare by working with Rwandan coffee farmers. She had never tasted Rwandan coffee and was recommended by the ambassador to try the Rwandan cafe in New York called Bourbon Coffee. Though she was not familiar with the cafe, her husband was.

Grace continued, Something just stuck with me. I had seen the movie, Hotel Rwanda, which also stuck with me, long before my meeting the president and my heart went out. I couldnt quite fathom, how could this happen? And the world didnt really stop it. That got into my soul as well.

I came to realize that it is far more rewarding to work your land with your hands than to accept handouts. One of the things I was really impressed with was when President Kagame said he did not want his county to be dependent upon aid. He wanted trade. I like that idea. I think empowering people is the way to go. I dont think you empower people when you give a handout.

My vision with the coffee project (and there is something added to it every day) is that I would like to see women and more young girls given the opportunity (not excluding males) to do business, to learn, to be educated, to have vision, to have voice.

In the short time Coffee of Grace has been purchasing coffees and paying premium prices more than 9,000 coffee families have been impacted. We were told by the people in Rwanda that the sale of the coffee had helped build the local school.

Grace focused on trying to find washing stations and farmers that are providing [social] services. However, she did emphasize, Quality comes first. It has to be quality certified by us, meaning it has to be something we would want to personally consume. All of the coffee is Q-Graded at 85 or above.

Throughout this journey in coffee, Grace has insisted on two guiding principles: The quality had to be really, really good. And it had to be sustainable. When asked about expanding beyond Rwanda, Grace shared, I am very open to working in other coffee origins and especially working with women farmers in these countries. Her parting thought was, I would like to achieve success, sustainability, economic investment, social awareness, and a new way of doing business while having a fabulous time. It is a little bit of fun, and a little scary.

About GraceGrace Hightower De Niro is an American mother, philanthropist, actress and singer. As a board member of the New York Womens Foundation and a member of the International Womens Coffee Alliance, Grace strives to empower women and their communities to achieve meaningful and sustainable lives through their work. Graces love of coffee and dedication to empowering women worldwide led her to launch Grace Hightower & Coffees of Rwanda, with the mission of enhancing the lives of the Rwandan people by providing opportunities to market their unique products to the world. Grace also serves as a board member of the New York Fund for Public Schools, as well as a member of Ronald Perlmans Womens Heart Health Advisory Council. The New York Womens Foundation and the American Cancer Society of New York City have honored her for her work and dedication. Grace resides in New York City with her husband, actor Robert De Niro, and their two children.

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Sustainability and the road to meaningful working relationships with growers in countries of origin is clearly the topic of the day throughout the coffee industry. The foundation for this focus is obvious ensuring a reliable supply of quality coffees, predictable business modeling, and so forth. The hard part seems to be defining the meaning of sustainability within an individuals ethical context.

It seems to me that the only acceptable definition of sustainability is a business model that ensures economic stability and prosperity for all partners in the supply chain. But then again, it also seems obvious to me that the idea that growers are our equal partners and therefore they are worthy of equal consideration and support within our business models. This is apparently not universally accepted.

At a round table I attended at the Roasters Guild last summer, the topic was sustainability. The room leader stated that, The only acceptable definition of sustainability was environmental sustainability, as you all know! setting the tone of the discussion, any mention of economic sustainability was not considered. Now clearly the moderator was imposing his agenda on the room and far be it for me to criticize anyone for imposing their own agenda, I do it every month in this editorial. However, this idea that the only acceptable definition for sustainability was environmental policy was so outside my worldview that I ultimately left the room.

The natural extension of the notion that the only usable definition of sustainability is environmental sustainability is a lovely idea great swaths of land dedicated to agriculture being allowed to return to natural forest land and jungle, human impact reduced to zero, flora and fauna happily eating and being eaten under crystal clear skies is a beautiful thing and completely imperialistic.

Taken to the logical conclusion, this guy at the Roasters Guild, who is a roaster for a large company, was saying in a single stroke that it is okay to impose environmental policies that destroy the way of life

CalendarApr. 10-14 SCAA Event 2013 - Boston, MA

Apr. 12-15 ACF Western Regional Conference - Coeur dAlene, ID

Apr. 21-22 The Northwest Foodservice Show - Portland, OR

Apr. 22-28 UK Coffee Week

Apr. 24-26 NAMA OneShow - Las Vegas, NV

Apr. 25-28 The London Coffee Festival - London, UK

Apr. 27 - May 5 Kau Coffee Fest - Kau, Hawaii Island

Apr. 28 - May 1 ACF Central Regional Conference - Little Rock, AR

May 18-21 NRA Show 2013 - Chicago, IL

May 23-26 Melbourne International Coffee Expo 2013 - Melbourne, Australia

Jun. 4-6 International Food Exhibition - Guangzhou, China

Jun. 5-8 UBC Indonesia - Surabaya, Indonesia

Jun. 7-9 CoffeeFest - Chicago, IL

Jun. 7-9 World Tea Expo - Las Vegas, NV

Jun. 23-24 SW Foodservice Show - Dallas, TX

Jun. 30 - Jul. 2 Summer Fancy Food Show - New York, NY

Jul. 21-25 ACF National Convention - Las Vegas, NV

Aug. 18-20 Western Foodservice Show - Los Angeles, CA

Aug. 18-20 Ultimate Barista Challenge USA - Los Angeles, CA

Aug. 28-31 INTERFOOD INDONESIA 2013 - Jakarta, Indonesia

Sep. 10-11 11th Edition Expovending & OCS - So Paulo, Brazil

of vast numbers of people while at the same time ensuring the end of coffee production and forcing massive population relocation. All of this was based solely on the decision of folks in consuming countries. Interesting, albeit short sighted, worldview.

We make greater demands upon growers for quality and care while pulling the pricing rug out from under them and, when they strive to perform to our wishes in spite of financial difficulties, we switch to cheaper beans or different species in the interest of ensuring our bottom line.

So here is the thing. Are we as an industry willing to accept growers as equals in all ways, or will we continue to treat growers like indentured workers who have no choice but to sell us our coffee at the price we want? Do we think that growers are smart when they hold back shipping green beans until the market rises to an acceptable price, or do we think of them as rebellious and ungrateful? Are we worried that the soft dollar trading against our growers local currency is cheating the grower or do we secretly think that we scored because we got our coffee for less than we should have?

Now we are in the middle of the tradeshow season with sustainability being a main topic of discussion. Just returning from the National Coffee Association, discussions on sustainable business models were dominant. And in a couple of weeks, the SCAA will take up the question. The roadblocks that both these associations face is that they are trade associations. By definition, they represent the commercial interests of their members.

The problems start to develop when the inference is that economic sustainability is exclusive of environmental, or health, or property rights, or social, or any other form of sustainability. It is not! Instead, an effectively sustainable model must incorporate all these and more.

I think it is time for a new idea, I believe that importers, countries of origin, NGOs, roasters both big and small as well as indie chains and multi-nationals need to reassess the fundamentals of our procurement models and the ways we interact with the communities and countries from where our coffee comes. I think we need to remove the restraints created by our commercial enterprises that form a natural barrier to finding holistic sustainable solutions to the issues facing our grower-partners and their communities. We must develop a means of acting pre-commercial in cooperation and in tandem with each other to form permanent solutions to the grave questions we face as an industry.

Growers have done all they can and now they are becoming angry and disenchanted. Isnt it about time we in the consuming world started to show some leadership? Some backbone? How many of us complain about the predatory buying practices of Wal-Mart and yet we behave the same way with our most important vendors coffee growers.

Roasters: Stop playing the system. Step up and start paying a fair price to the growers a price that is not determined by commodity traders on a computer trading space, but is based on common sense and our own intuition.

Caf owners, demand that your roaster do the right thing, then honestly tell your customers about your plan and that it may raise the cost of a shot by five or six cents. They will understand and even be proud to be your customer.

So in the end, lets be honest. Lets not take the path of least resistance. Lets not accept the conventional wisdom. Lets do the right thing. Simple, and in the end, simply sustainable.

I hope to look deeper at the concept of pre-commercial cooperation and how it would work next month.

Kerri Goodman-Small & Miles Small

The View

8

April 2013

Jun. 4-6 International Food Exhibition - Guangzhou, China

Jun. 5-8 UBC Indonesia - Surabaya, Indonesia

Jun. 7-9 CoffeeFest - Chicago, IL

Jun. 7-9 World Tea Expo - Las Vegas, NV

Jun. 23-24 SW Foodservice Show - Dallas, TX

Jun. 30 - Jul. 2 Summer Fancy Food Show - New York, NY

Jul. 21-25 ACF National Convention - Las Vegas, NV

Aug. 18-20 Western Foodservice Show - Los Angeles, CA

Aug. 18-20 Ultimate Barista Challenge USA - Los Angeles, CA

Aug. 28-31 INTERFOOD INDONESIA 2013 - Jakarta, Indonesia

Sep. 10-11 11th Edition Expovending & OCS - So Paulo, Brazil

10

April 2013

Single-Serve Coffee Makers: Living Life One Cup at a Time

by Richard Stein

Single-serve coffee brewers are an intelligent alternative to drip coffee machines in many situations. They can provide a fresh cup of coffee whenever you desire, with very minimum mess and no fuss. Whether in the office, at home, in hotels or in cafes, single-serve brewers are a great way to go for valued convenience and consistency. Europeans have been enjoying the advantage of single-serve brewers in their homes and workplace for years. Because of the success there, the single-cup concept was introduced to North America in the 1990s. Since then, single-serve brewers have gradually swept their way into the hearts of American coffee lovers.

Keurig has been the most popular manufacturer to successfully introduce a single brew machine to American consumers. Green Mountain Roasters developed and marketed the K-Cup for use with the Keurig machine, allowing single cups of coffee, tea and chocolate to be brewed one at a time. Wilbur Curtis, Tassimo, Belmoca, Bunn, Senseo, and Krups, along with others, have entered the market with their own brewers and systems.

Eric Lightheart from Canterbury Coffee, distributor of Singolo machines, says that the business has been booming and single-serve is one of the few industries in the coffee market that has so much growth. Spencer Turer from Coffee Analysts agrees, stating everyone expects the market to continue to grow and expand.

Ease and speed are key features of a single-serve coffee maker. You simply insert the container into the machine, add water, press a button. Presto! In just a few minutes you have a delicious brew of fresh, quality coffee with minimal mess.

Don Melanson from Tassimo says that consumers look for a consistent cup of coffee prepared fresh one cup at a time just for them. Quality as determined by the individuals and taste preference is also important.

The Daily GrindA huge portion of coffee consumed on a daily basis is in the office, mostly serviced by OCS (Office Coffee Service) companies. OCS brewing technologies have advanced considerably over the years. For instance, Tassimo offers either a high-capacity T-300 brewer or the more compact T-65 CUL brewer for offices that feature scannable T-discs and contain a precise amount of premium ground coffee, tea or chocolate. Mother Parkers RealCup capsules are 100% compatible with K-Cup single-serve brewers and available to Office Coffee Services operators in a variety of coffee and tea blends. The fastest growing product line for Pod Pack is their OCS focused line-up of pods. These pods can produce the highest quality coffees for any single-cup delivery system.

Home Sweet HomeThe market for single-serve brewers reaches those who enjoy the convenience of brewing a smaller serving of coffee, whether they live in a small apartment and dont have room for a large drip machine or only brew coffee for one or two people in the morning before work. In todays economy, many people are on a budget, and making coffee at home means saving money compared to regularly going to the coffeeshop.

Many people enjoy one cup of coffee at a time, where they believe that making any more would just be wasteful. Although drip machines are still the dominant method of brewing, single-serve machines are picking up in the home market. Brant Curtis from Wilbur Curtis believes that in the home market, convenience is king. But, he adds, If you are looking towards single-cup options in retail establishments, quality is king.

The French Press is one of the most popular methods of brewing coffee and is an alternative to automatic single-serve machines in homes. Thomas Perez says that Bodums single-serve brewers range from their entry-level French Presses such as the Chambord to top brands like the Columbia. Aerobie, Inc. also makes a product similar to a french press with its AeroPress. Consumers who buy the AeroPress love the AeroPress, says Alex Tennant. Retailers that sell the AeroPress will have happy customers, which are repeat customers.

cont. on page 12

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April 2013

Single-Serve Coffee Makers

On the Road and AbroadRetailers are using consumer machines because they are low volume and dont have any waste. Spencer Turer explains: Look at it from the perspective of the retailer a pot of coffee can sit on the burner all day long. If you serve it, you are giving someone a bad cup of coffee. By switching to a single-serve brewer, they can increase their cost of goods per cup per serving but decrease waste. If you can manage brewing, you can make a great cup. But, if you mess up the process, it is easy to make a bad cup of coffee. When using single-cup brewing systems in a closed system, it eliminates the possibility of making that bad cup of coffee.

Wilbur Curtis delivers a high-end machine designed with the customers success in mind. The Curtis Gold Cup Brewer delivers a Golden Cup of coffee with fresh ground coffee, says Brant Curtis. You can even change the water temperature on the device.

Belmoca makes luxurious espresso single-serve machines that are available in silver, red, or black.

Hotels are a perfect platform for single-serve coffee. People usually drink just one or two cups of coffee in their rooms, so having a drip machine is wasteful people end up tossing out much of the coffee they make. Hotels can benefit because they save on energy and labor costs. Pod Pack, for instance, sells In-Room single cup coffee pods. Besides producing higher cup quality, the pods are compostable. Mother Parkers Single Serve Pods are also ideal for hotels.

The Brews You Get!Once you have your single-serve brewer, where do you get the coffee, tea or chocolate? K-Cups, discs, capsules and pods: What is the most popular form for making a single cup? I guess K-cups for filter coffee and paper pods for espresso. says Bob Melikian of Automatic Brewers and Coffee Devices, Inc. There are many options for making a convenient and high quality cup of coffee and that is good for the consumer.

Thomas Martin from Pod Pack says that A pod is less messy and easy to dispense of and in addition, Pod Pack pods are biodegradable. Pod Packs are convenient and deliver a fresh brewed coffee one cup at a time.

Upshot is an eco-friendly, single-serve filter that is compatible with Keurig and other single-serve brewers meaning roasters can package their own coffee in K-Cup compatible brewers.

At Belmoca, they use freshly roasted Arabica coffee that is immediately cased in a diamond-shaped aluminum capsule. The rich aromas and 180 unique tastes are optimally stored in this unique capsule, guaranteeing freshness.

Automatic Brewers and Coffee Devices, Inc. converts roasters coffees into single cup servings for example, PodPerfect paper pods and SingleCupper recyclable filters, that end-user customers brew in their Keurig/K-Cup compatible brewers.

The RealCup portfolio from Mother Parkers includes a wide variety of high-quality single-serve coffees and teas that meet all consumer taste profiles.

While they may never take over drip machines, single-serve brewers are here to stay. They deliver excellent quality and convenience.



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14

April 2013

NAMA in Costa Ricaby Miles Small

We have been to Costa Rica so often that it is almost a second home to CoffeeTalk. I certainly would not say that we are jaded by the place, there is always something new waiting to transport your mind or spirit into this amazing tropical paradise.

When we had the opportunity to lead a group of 56 industry leaders and their families to Costa Rica for an intensive introduction to specialty coffee, we were confident that we could pull it off. Little did we know that as we led this group we would also be transformed.

The group was the board of NAMA (The National Automated Merchandising Association) and their families as well as NAMA members and OCS operators. Most of the participants on the trip had never been to a coffee growing country and some knew nothing at all about coffee. (They focus on the Vending side of the business.) Those of us who have been to a country of origin remember that first time we discovered coffee. For many of us it was a life-changing event! Now consider what it would be like to have 56 highly intelligent, enthusiastic, corporate leaders from some of the largest food and beverage companies in North America on the bus. Truly amazing and in the end a rich and empowering experience for Kerri and I as we saw coffee for the first time once again through their eyes and questions and excitement.

For our part of the itinerary, we knew that less would be more. So rather than visiting several farms, we decided to visit one farm and deeply immerse ourselves in the farming operation as well as the processing and business side. We chose the beautiful single estate farm operated and family-owned by Luz Marina Trujillo Stewart the Finca Santa Elena in Tarrazu. Beautifully situated above 1500 meters with 750 ares in coffee cultivation, Santa Elena is one of the oldest estate farms still operating in Costa Rica. Purchased by Luz Marinas father and Uncle, who also owned farms in Colombia, Luzma took over the operation while in her twenties and has been solely responsible for the farm management and operation of Santa Elena for longer than I should say.

This farm also includes a large beneficio primarily for processing the farms coffees as well as a dry mill. Santa Elena is vertically integrated so that the cherries grown on the farm are processed on the farm; dried and rested on the farm; and ultimately bagged and containerized at the farms loading dock.

When the locking seal is applied to the full container the buyer knows that the entire container only holds Santa Elenas prized specialty estate coffee.

Because of the complex and varied operations of the farm and beneficio, this was the perfect place to bring a bus of 56 folks and provide a detailed coffee farm experience. Beside the farm and processing facility, Santa Elena also has an extensive nursery operation, a large vermiculture (worms) composting operation, active social responsibility programs, and community health, education, and social outreach programs.

The tour participants from NAMA where able to totally immerse themselves in the farm operation under the sparkling and energetic direction of Luz Marina Trujillo Stewart and her farm staff.

The following day we travelled to CICAFE, the national coffee research and experimentation facility just outside of San Jose in Heredia. Operated by ICAFE (The Institute of Coffee) was founded in May 1997 in order to consolidate agricultural and agro-business research into a single facility. ICAFE and CICAFE are responsible not only for research in the coffee sector but also maintenance and enforcement of Costa Ricas unique method of ensuring fair and ethical transparency and compensation for all parties throughout the supply chain.

CICAFE tests new technologies utilizing the latest farm and processing equipment and scientific methods from all industries and then provides information to growers in all eight key growing regions of Costa Rica. In addition, CICAFE operates a 10-acre farm for new varietal development as well as certified seed stock cultivation for farmers.

By focusing on these two venues, we were able to provide a great deal of depth without a great deal of travel. Upon returning to the Los Suenos Resort outside of Jaco, Costa Rica, the participants had a solid base of knowledge of coffee cultivation and the romance and challenges of coffee life in countries of origin.

We would like to thank all of the wonderful participants, the staff of NAMA, Luz Marina Trujillo Stewart and her husband Jim Stewart (founder of Seattles Best Coffee) and the staff of ICAFE and CICAFE without whom none of this would have been possible.

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April 2013

Grass Roots Marketing and the Cost of Shoe Leatherby Greg Ubert Crimson Cup Coffee

As a coffee house owner, you are running a community-based business, where the majority of your customers live or work within a few miles of your shop. To prosper, you need to become involved in your community. Thats why grass roots marketing is so important and why shoe leather is one of the best investments you can make in marketing your coffee house.

Meeting other business owners and building relationships with local schools, or what I call hitting the pavement, is a great way to introduce your business to the community, and less expensive and more personal than advertising in the paper or on the radio. You will find that investing a few dollars in printing and your time walking the area, aka shoe leather costs, will pay big dividends as you forge and strengthen relationships within your community.

After Crimson Cup Coffee House opened in 2007, I spent one day per week for six months visiting businesses within a one-mile radius. I introduced myself, talked about our coffee and passed out special promotional cards offering $1 espresso-based drinks to incent folks to visit. About 20 percent of these cards were redeemed. Our sales continued to grow as we saw new faces become regulars returning for their delicious caff lattes or mochas.

Some coffee shop owners are so nervous about winning customers that they want to hand out free drinks when visiting other places of business. We recommend against this, even in the beginning. People value what they pay for. Giving away your delicious drinks erodes their value in the consumers eyes as well as your profits, and most customers know that specialty coffee drinks cost much more than $1. In addition, potential customers need to experience YOUR place of business, and these promotions will get them in your door. Also, never discount drip coffee, which is the most mundane and least profitable drink on the menu. Your goal is to wow consumers with your premium espresso-based drinks and hand-poured offerings.

In addition to talking about your new shop, you should listen to the other business owners about their business and the community. Ask how you can help increase their business. Discuss ideas for cross-promotion. Make sure to set up a table or bulletin board in your shop that displays cards and flyers from local business partners.

You should also join the local Chamber of Commerce and other business and civic groups, such as a downtown merchants association or Rotary chapter. Then get involved. Volunteer to plan an event that brings more customers into your area. Take advantage of networking opportunities. You will find that you get as much out of your membership as you put into it.

While you are hitting the pavement, be sure to stop by local schools and ask how you can help. Hiring high school students for part-time jobs, sponsoring a Little League team, or placing ads (with $1-off discount coupons) in school programs demonstrate that you are involved in the community.

Business owners like to talk to other business owners. So, you, as the coffee shop owner, should be the one hitting the pavement and joining business and civic groups. Youll find that networking with owners of the local insurance agencies, restaurants, retail shops, automotive repair shops, hair salons and other businesses will give you valuable insight into the character and needs of the community.

If you are extremely reserved and find it too difficult to interact with strangers, you can delegate hitting the pavement to another employee, preferably someone in a management role. But it is difficult to run a community-based business unless you are involved in the community.

It is easier to delegate residential outreach. Many of the coffee shops we work with have seen great returns from going house to house and leaving

a promotional door hanger announcing their new shop. You can even hire some local high school students to do this as long as they are polite and

presentable.

Be aware that hitting the pavement sounds easy at first. Once a business starts, however, we have found that a lot of

owners get so busy with other issues that this vital effort loses its priority. I fully understand the entrepreneurial struggle of handling multiple challenges and, frankly, hitting the pavement can be very difficult. But, as I discussed in my last column, you need to focus on the big rocks, like marketing, if you want your business to grow and prosper.

By being a valuable resource and connecting your business objectives to the communitys needs, you can create a win for

everyone. Ultimately, this leads to loyal customers, enhanced reputation, strengthened awareness, and increased sales.

Isnt that worth a little shoe leather?

Greg Ubert, founder and president of Crimson Cup Coffee & Tea, has been roasting coffee in small batches since 1991 and has taught hundreds of business owners how to run successful independent coffee houses. The author of Seven Steps to Success in the Specialty Coffee Industry can be reached at [email protected].

Social Media Best Practices for Roasters

CoffeeTalk is working with key industry contacts to conduct a brief survey on your use of Social Media. We want to look at what works for you, what doesnt, and who is really shining out there in the Social Media world.

It is a jungle out there in this new and ever-changing landscape. As I write this, I am in Scottsdale at Infusioncon, the annual conference for the premiere software tool in automated marketing. Social Media is, of course, a hot topic here. After listening to the Social Media in 5 Easy Steps by Mari Smith and Attract Fans and Grow Your List with Facebook Contests by Preston Smith and numerous other experts, I am more excited than ever about the future of marketing.

However, the key is to share this information. So, just like the amazing sharing I have witnessed for seven years now at the SCAAs Roasters Guild event, our goal is to facilitate that sharing of success, skills, and ideas that work. Thus we have created this brief survey to check out how you roasters are using Social Media, traditionally used in a B2C marketing campaign, in a B2B way to connect with your retailer customers. If you are a roaster selling wholesale, please take a moment to share your thoughts and success in this less than two minute survey.

For all of you who choose to share your thoughts in the survey, you will be the first to receive a full report of the results. And one lucky roaster will also be profiled in an upcoming issue of CoffeeTalk with your success secrets.

18

April 2013

This month we will be focusing on Tip 3 in our 10 Tips to Jumpstart your Caf series. From Tip 1 we created your Brand Experience (http://magazine.coffeetalk.com/february13-branding-tip/). From this we have visuals and a brand imagery visual collage from which to create your Identity. From Tip 2 - (http://magazine.coffeetalk.com/march13-branding-tip/) we learned how to understand your customer demographic. Now, we are ready to create your cafs IDENTITY.

Identity is different than your brand. In a brick and mortar concept such as a caf, restaurant, or wine bar, identity is the visual, tactile, and sensorial aspects of your brand. Usually the identity is a set of guidelines that monitors how colors, fonts, layouts, materials, patterns, sounds, and menu organization are set forth. First impressions are everything. What is your cafs first impression? From the time a customer sees your website, hears about your caf from others, to seeing your signs and banners, to touching and tasting your cup of coffee and bites of food, having a strong and consistent identity guideline is key.

What identity messaging are you presenting in your menu? The content and layout of the menu also conveys an identity. The following are identity devices:

ALogo(Thesymboloftheentireidentity&brand)

Stationery(Letterhead,businesscard,envelopes,etc.) MarketingCollateral(Flyers,brochures,books,

websites, etc.) Products&Packaging(Productssoldandthe

packaging in which they come) ApparelDesign(Clothingitemsthatarewornby

employees or sold) Signage&Menus

(Interior&exteriordesign)

Messages&Actions(Messages conveyed via indirect or direct modes of communication)

OtherCommunication(Audio, smell, touch, etc.)

All of these things make up an identity and should support the brand. The logo however, is the caf identity and brand all wrapped up into one identifiable mark.

Our 10 Tips Jumpstart Caf pocket books allow you to write your thoughts in one complete booklet http://www.dynamikspace.com/store.php5Stay tuned every month for valuable tips.

Melanie Corey-Ferrini is the founder of Dynamikspace (www.dynamikspace.com) and offers services from consulting to full service caf creation.

Be sure to visit our expanded version of this article on our website: magazine.coffeetalk.com/april13-branding-tip/

A Masters in CoffeePart 3

This past month has consisted of various dynamic and interesting courses, as well as some tough exams. We have been learning everything about brewing methods and technologies; chemical compounds present in the bean; and post-harvesting methods. As I mentioned last month, our classroom is located on the premises of illy Caff. Besides being able to eat the amazing food of the companys cafeteria, we are very fortunate to be situated in their headquarters as we are exposed to the latest technology and practices of a company that has been run by a family of legendary scientists and innovators.

A few weeks ago, for our brewing course, we had the chance to spend an entire week receiving classes at Universit del Caff, which is also located at the Illy headquarters. During this class, we were guided every step of the way by a great team of experienced professors and professional baristas that taught us excellent brewing techniques and all the factors involved in making the perfect espresso.

I enjoyed our course at Universit del Caff so much that I decided to speak with the Director, Mr. Moreno Faina, to get a little more insight on this dynamic program and learn about its inception. The Universit del Caff was first set up in Naples in 1999, and later moved to Trieste, to the Illycaff headquarters. With 25 branches worldwide, they strive to be a center of excellence created to promote, support and communicate the culture of quality coffee worldwide, through training. I am sure I can speak for the whole class in saying that we had a lot of fun practicing our latte art and experimenting with different beverage recipes (Some classmates, whose names I will not mention, had extra fun with all the recipes that involved liquor.

Moreover, while most of our professors come from a wide array of participating universities, there are also various industry professionals and illy Caff employees that bring real case scenarios and experience to the class. Additionally, many of our classes have consisted of learning outside the classroom. In fact, Trieste contains a very important port for Italy and the Mediterranean. This has given us the opportunity to visit a couple of companies such as DEMUS, a decaffeination plant; Sandalj, a trading company; and Pacorini, a worldwide logistics company, which has made our learning experience dynamic, while giving us an inside glance at prestigious companies that operate within the coffee industry.

This past month, we also had the honor of receiving classes with Sunalini N. Menon, an amazing teacher and passionate woman from India. Sunalini is the founder of a consultancy firm based in Bangalore called Coffeelab Private Limited. She taught us about post-harvesting processes as well as sorting and cupping defects. Her class was not only informative, enjoyable, and insightful, but without knowing, Sunalini also showed me what you can achieve when you are truly passionate about something.

The expertise that we are being exposed to, both from illy Caff as well as from guest lectures, have definitely added tremendous value to our courses. I am looking forward to the remaining three months, as we continue to learn, grow, and deepen our understanding in everything that is behind our daily cup of Joe.

Ciao,Ashley

Ashleyprentice01

by Ashley Prentice

REVISION: FA DATE: February 13, 2013DOCKET: #CC13-001 CLIENT: Club Coffee COLOUR: CMYK

PROJECT: Single Serve Coffee Cups Generic Ad TRIM SIZE: 10.5 x 14

DESCRIPTION: Coffee Talk Magazine Ad bLEED SIZE: 11 x 14.25

CONTACT: barbara MacDonald DATE REqUIRED: February 2013 LIVE AREA: 9.5 x 13

Brand Culture Marketing & Promotions

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T: 905 361 0305 F: 905 629 9305

20

April 2013

Retailer / Roaster Profile: Take a Good Sip of Boston

Sip Caf0 Post Office Square Boston, MA, 02109(617) 338-3080www.sipboston.comJared [email protected]

by Maxim Vershinin

If you happen to be in the area, it is quite hard to miss Sip Caf, an all-glass caf located in one of Bostons beautiful downtown parks. Im here to chat with the owner Jared Mancini about this awesome place. V. Hi Jared! How did you get into coffee industry?M. This is going back to 10 years. I had no prior exposure to coffee whatsoever. The internet company I was working for went out of business, and I needed a job. So, I got an interview at Torrefazione Italia, and thats what really started the love affair. I fell in love with what they were doing and with the whole presentation; every once in a while, we even used to wear suits to work back then. The drip was nothing too phenomenal, it was primarily blends. What I really learned at Torrefazione was the whole caf experience, making people happy and presenting a product. There are many business owners in the industry who have a super pure style, but I want to do things with the highest possible quality, while making people happy. For example, if somebody comes in and orders a Starbucks drink caramel macchiato, we wont have that, but we wont have attitude about it. So we would say: You know what? We dont have a caramel macchiato, but what I can do sir, is to make you a vanilla latte, and I really think it would be better than what you are used to, or at least something different, and you can try that.

V. Your caf is absolutely stunning inside and out. Who built it?

M. I wish I could take more credit for it (laughs). The quick story is this is a square where the caf is now, which was a big, ugly, concrete parking garage around 20 years ago. Then this group came together, tore the garage down, and made this beautiful park, including this glass structure where we are at now. Before we found out about this place and moved in, there was a caf located here

called Z Square, so I cannot take credit for the glass structure and some things inside. But I can take credit for the aesthetics. We completely got rid of this gray, very sterile, dull and cold feeling of the previous caf. They only lasted 6 months. We brought in a

lot of color, wooden furniture, and our espresso machinery. This caf represents our vision now.

V. What attracts customers to your business? M. We have a regular crowd of people and they come in just for the coffee. And once in a while one of these people happens to have a lunch meeting here or something, and they say Wow, I didnt realize you get a great lunch. So there is a split between this whole group of people that come in just for coffee in the morning, and those that come in just for lunch; but there are also those that come in for both now. Why

people like us? I think it is the product, but I also think it is a lack of attitude. There are so many times I go into place and think God man, is it an

attitude extra today? Are you charging extra for your attitude? You know what I mean. I think most people have experienced that.

Here it is different. I am always working with my staff trying to make them passionate about the product, but what is more important for me is for them to be more welcoming and accepting and trying to make customers happy.

V. What tips can you give to those in the coffee industry that start today? M. Dont be naive and realize it is going to take time. I

definitely thought that we would just start making money right away. It took me a few years to even pay myself. Luckily my wife

had a good job. You have to have a passion for what you are doing because you will most likely have to work without pay for a while. It

takes time business costs are high in big cities. Be patient, and plan for the fact that you wont be bringing that much right away. Another thing is

that you have to encourage your staff and pay attention to what they are doing. Make people feel appreciated and give them feedback. Try to build a team atmosphere from the start, so that everyone can watch each others back when needed.

V. It seems that the current economy took its toll on many business owners around the country. What about you? M. Yup, we actually did start in the middle of this whole turmoil. It will be four years in April since we are in business. However, Ive always thought, Hey, we are not selling sports cars - it is coffee and sandwiches - and we arent even super fancy. In fact I think we might have even benefited from people shying away from more luxury establishments. We are more expensive than Dunkin Donuts, but I hope this is a better experience.

In the United States, the average adult consumes about 22 teaspoons of sugar per day, almost three times the recommended daily intake. Natvia wanted to offer people a healthy, natural way to enjoy a little sweetness in their lives. In 2009, they launched in Australia seeking to inspire a better life in people around the globe. A few short years later, they are very proud to be custodians of a product that their fans describe as the worlds best sweetener.

To create Natvia they used only the freshest tips of Stevia plants, known as Reb A, and carefully blended the stevia with a naturally occurring fruit nectar, known as Erythritol, that is found in melons and grapes. The result is a 100% natural pure, clean, sweet tasting zero calorie sweetener. Natvia also has no impact on blood sugar levels making it the ideal choice for diabetics to enjoy a sweet experience while still managing their sugar intake.

In creating Natvia they focused not only on the health benefits for their customers, but also on creating the best taste. To accomplish this they assembled a panel of coffee industry experts, including roasters, caf owners, and baristas to help develop a clean tasting profile that compliments coffee. After conducting 600 trials, they ended up with a sweetener that had no bitter or chemical aftertaste, did not leave any film in the cup, and did not mask the flavors of coffee or espresso drinks.

Natvia has received praise from nutritionists, diabetics, health conscious consumers, and coffee lovers for the clean taste and natural ingredients. The worlds most celebrated coffee roasters and cafes are serving Natvia to their customers. Natvia believes they have created the worlds best natural sweetener.

Natvia, a key Stevia provider

22

April 2013

Instilling a Commitment of Sustainability from the Beginning

A Responsible Stevia Industry

by Dr. Moiss D. Gonzlez, Ph.D. Stevia Breeding Manager for the Truvia business

Todays global consumers are increasingly looking for products from a natural origin to help them manage their daily caloric intake. These same people care about where their food comes from and how the environment and the people who grow these products are treated. Truvia brand. Truvia has answered this consumer need with its calorie free sweetener whose sweetness is made from the best-tasting part of the stevia leaf. Much as how coffee shops saw that consumers were looking for a great tasting cup of coffee that was sourced responsibly, we saw the demand for calorie free sweetness from nature. Today stevia-based products can be found in over 56 million U.S. households.

When we started, stevia was grown on small farms scattered around Asia and in some remote areas in South America. As we built a stevia supply chain on a global commercial scale, we saw the rare opportunity to help shape the stevia industry from the ground up in a responsible way.

We view the development of a best-practice stevia agricultural standard as a core component of our strategy to set the bar for responsible practices in the stevia industry and give producers a guide for the responsible cultivation of stevia.

Our stevia standard is applicable to small-scale farms globally. It aims to minimize environmental impact, promote the health and safety of the producer, align with food safety and traceability requirements, and ensure continuous improvement. We piloted it with a cooperative group of farmers in Argentina, where agricultural technicians worked with them to provide training and technical assistance on the stevia standard as well as agricultural best practices.

One of the most rewarding aspects of my work is the collaboration I am fostering between the stevia-growing programs in Asia and South America. In the past, research was done in isolation. Now, we have integration, and by sharing our findings, we are seeing advances come more quickly. With the implementation of the standard in China, the stevia farmers are benefiting from the knowledge and experience of the farmers in Argentina.

Similarly to how coffee is all about developing the best bean one that prospers in various weather conditions, is resistant to diseases, and yet also delivers a consistent taste when used alone or in blends - my research focuses on developing proprietary stevia varieties. In collaboration with universities and partners worldwide, I lead genetic improvement programs that rely on traditional breeding methods such as selection and crossings. These programs focus on stevia traits like leaf yield, glycoside content, drought tolerance and disease resistance, emphasizing certain attributes depending on the environmental factors unique to each growing region.

Producing good crops depends on clean water, healthy soil, clean air and sunlight. As a food brand, our awareness of the importance of taking care of natural resources over the long term cannot be overstated. To ensure proper care of natural resources, we undertook a life-cycle analysis to understand the major environmental impacts in the

stevia value chain. The results brought four key areas to the forefront: greenhouse gas emissions, water use, waste, and land management.

With that understanding of the environmental impacts, the Truvia business made some significant commitments, including the following: Reducecarbonfootprintby50%in2015froma2010baselinetobecomecarbon

neutralin2020.Truviasweeteneristhefirstsweetenertoreceivecertificationofits carbon footprint by the UK-based Carbon Trust.

Ensureallprocessedwaterisreturnedinthesamequalityinwhichitwastakenandreducenetdepletionby25%by2020.

Reducewasteby50%acrossthesupplychainin2015ineffortstobecomezerowasteby2020.

EnsuresteviaintheTruviasupplychainisnotgrownonconservationorprotected land.

We believe the best way to ensure proper care is to implement a system that strives for continuous improvement. I work with the families to form long-term relationships and engage as a team to improve the communities where stevia is harvested and the Truvia enterprise operates. We also provide support to producers to invest in education, healthcare, farm improvements and technical assistance. Our goal for these programs is that it will stimulate self-sufficient and thriving communities, using education and schools as the portal to reach not just children, but also families and farmers.

With an industry just in its infancy, we support the work of the International Stevia Council, the industry group whose mission is focused on increasing the understanding and awareness of stevia, affirming its safety and establishing consistent analytical methods for stevia content. As with any new innovation in the food industry, it is important that standards and practices be set to ensure accountability and transparency among stevia producers.

We have built a sustainable field to table stevia supply chain and committed to important economic, social and environmental goals. This is a journey and one that continues to evolve and improve as we learn from the practices that we have implemented. As the demand increases for stevia-sweetened products around the world, we see the work we do as setting the standard for the growing stevia industry.

Similar to the coffee industry, we made the decision to instill two core values into the development of a sustainable stevia supply chain ethical practices and fair pricing. Wherever we operate and whatever we do, we treat all people and business partners with dignity and respect. Through a system of self-assessments and third-party audits, this ensures that the supply chains, which bring our product from field to table, are managed with integrity and transparency. We put a lot of care into each packet of Truvia sweetener so each of our consumers can complement their cup of coffee with Truvia sweetener to make their perfect cup.

from crop to cup. from field to table.

2013 Cargill, Incorporated.All Rights Reserved. Truvia

and honestly sweet are registered trademarks of the Truvia Company LLC.*Source: AC Nielsen All Outlets, 52 weeks ending 24 Nov 2012

Coffee beans come from plants. So should your sweetener.Serve Americas best-selling natural zero-calorie sweetener*

Available in 8 SKUs to fit your needs. Discover more at truvia.com/foodservice, contact your Cargill Truvia foodservice representative, or call 1.855.855.2362 for more information.

24

April 2013

Latin American Coffee Marketby Mauro Nogarin

The presence of Hemileia Vastatrix (coffee rust fungus, aka La Roya) in Central America (Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua and Panama) in conjunction with adverse weather conditions, has been the main causes of the drop in coffee production in the region. It estimated that a full 20% of the 2012-2013 coffee harvest has been lost due to these two factors; a total of 3.7 million quintales (100 kilograms).

PeruThe third largest producer of coffee in South America closed its 2012 harvest with a drop over the previous years production due to low yields, scarcity of labor and the spread of the coffee rust fungus. This troubling situation led the Peruvian government to estimate a 25% drop over the production of 2011, for an estimated 5.5 million 45 kg sacks. Production was reduced due to the exhaustion of mature plants at the end of their natural cycle. 2011 was an exceptional year with a record harvest of 7.2 million sacks of coffee.

GuatemalaAs recently as September of 2012, Bangut (Banco de Guatemala) reported a drop in coffee export sales of 17.9% compared to the same period in 2011. This drop in export sales is despite having increased export volumes of coffee which included 4.6 million quintales during the previous harvest and 4.8 million during the last harvest.

According to the Coffee Exporters Association (Anacafe), the drop in income is due to market supply and demand, the international economic crisis and increased production in Brazil and Vietnam. According to the department of records and operations of Anacafe, the principal markets for Guatemalan coffee were: United States (45%), Japan (13%), Canada and Germany (8% each) and Belgium (6%).

ColombiaThe South American country had its smallest harvest in three decades in 2012. The decrease in production was mainly due to the heavy rains in the main coffee growing areas and a program of renovating the plantings. Colombias coffee production was 7.74 million 60 kg sacks, down from 7.8 million in 2011. Colombia failed to meet its production goal of 8 million sacks, even though production during December increased to 904,000 sacks, a 23% increase over the previous years harvest of 735,000 sacs. Export sales volumes dropped by 6.76% to 7.21 million sacks from the previous years levels of 7.73 million.

The association of coffee producers blamed the heavy rains during the end of 2011 and excess humidity in the coffee growing regions for the drop in production. The expected production level was 11 million sacks, which was not attained due to climatic factors and the slow incorporation of newly planted coffee fields into production. Colombia replanted 110,000 hectares during 2012.

HondurasHonduras had a successful year during 2011-2012; export volumes reached 7.25 million quintales. Total revenue from coffee exports reached a record US$ 1.4 million. National coffee production was a total 7.4 million quintales, exceeding the previous years production of 5.2 million. These new production levels make Honduras the largest coffee exporter in Central America, according to data from the International Coffee Organization. During the 2010-2011 coffee harvest, Honduras was ranked in sixth place among coffee exporters and displaced Colombia. The use of fertilizers and an improvement in coffee quality have accounted for the dramatic increase in production, allowing Honduras to increase exports to Germany and the United States.

Costa RicaAfter suffering a drop in coffee exports at the beginning of the decade, coffee exports to South Korea took off in 2008 and kept increasing. In 2012, Costa Rica exported US$ 8.5 million, which was a 43% increase over coffee export revenues in 2011 and five times what it was exporting just four years ago when the upturn began. One of the major coffee exporters in Costa Rica is Caf Capris, belonging to the Volcafe Group.

Despite these encouraging sales reports, national coffee growers in Costa Rica have lost US$42.6 million from the 2012-2013 coffee harvest due to coffee rust fungus, which has mostly affected lowland coffee growers.Prez Zeledn has lost over 6,000 hectares and Coto Brus has over 4,000 hectares severely affected by the fungus.

El SalvadorEl Salvador will produce 18.9% more coffee during the current harvest, which began in October 2012, due to increased use of fertilizers and coffee planting renewal. This small Central American nation expects to produce 1.45 million 60 kg sacks during the 2012/13 harvest. Production has been favored by the twice yearly harvest of coffee and an improved agricultural technical support program. El Salvador exports 90 percent of its coffee production, which is one of its main exports.

NicaraguaAlthough coffee has been Nicaraguas main export, this may change in 2013, because large parts of Nicaraguas coffee plantations have been infected with the coffee rust fungus. According to ACEN (Asociacin de Cafs Especiales de Nicaragua), the country could forgo US$ 4.5 in coffee sales due to the coffee rust fungus during the 2013-2014 production cycle. The president of the Nicaraguan Association of Coffee Exporters recently stated that production may be down by as much as 400,000 quintales this harvest, due to the fungus. This decrease in production would certainly affect exports and impact on coffee prices worldwide due to the decrease in supply. According to experts in the area, Nicaraguas total coffee exports may only reach US$ 130 million in 2013.

Mauro Nogarin can be reached at [email protected]

26

April 2013

Add a Scoop by Smoothie Essentials Supplement-Boosts SCAA - Boston #813(415) 382-6535 www.smoothieessentials.comNEED A BOOST? 18 Unique Powdered Boosts Healthy Blended Beverages = Healthy ProfitsSee our ad on page 39

Aerobie Inc SCAA - Boston #943(650) 493-3050 www.aerobie.comAerobies AeroPress is a completely new kind of press whose rapid, total immersion process brews coffee with all the delicious flavors but without the bitterness.See our ad on page 36

Agtron SCAA - Boston #948(775) 850-4600 www.agtron.netCoffee Roast Analyzers, for determining your coffees degree of roast, and Scientific Coffee Roasting Workshops instructed by Carl Staub focusing on consistency and improved cup quality.See our ad on page 33, 46

Avery Dennison Designed and Engineered Solutions SCAA - Boston #1120(440) 878-7130 www.averydennison.comDesigned and Engineered Solutions is introducing a new pre-oiled one-way coffee valve that eliminates inline oiling and utilizes 90% less plastic than the leading hard-valve.See our ad on page 39

Blendtec SCAA - Boston #1037(800) 253-6383 commercial.blendtec.comBlendtec makes the worlds finest blenders and blender accessories.See our ad on page 5

BriteVision SCAA - Boston #249(415) 374-8119 www.britevision.comBriteVision 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 27

Cablevey Conveyors SCAA - Boston #571(641) 673-8451 www.cablevey.comCablevey Conveyors produces dust-tight tubular conveyors moving your roasted whole bean coffee gently using cables & discs. Think Cablevey ? The Gentle Way to Convey!See our ad on page 17

Canterbury Coffee Corp. SCAA - Boston #319(888) 273-8684 www.canterburycoffee.comOver the past 30 years Canterbury Coffee has strived to become western Canadas leading roaster of specialty coffees and provider of allied products.See our ad on page 40

Club Coffee NAMA ONE #851(800) 387-4367 www.clubcoffee.caCapitalizing on its 100 year history as a trusted business partner, Club Coffees goal is to be the leading, high quality, custom coffee roaster in North America.See our ad on page 19

Coffee Shop Manager SCAA - Boston #1033(800) 750-3947 www.coffeeshopmanager.comCoffee 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 shop.See our ad on page 37

CoffeeNetwork.com SCAA - Boston #676(305) 925-4822 www.coffeenetwork.comCoffeeNetwork, a product offered by FCStone, LLC is CommodityNetworks flagship network and provides up to the minute information and insight for the coffee industry.See our ad on page 45

Coffees of India SCAA - Boston #371p: +91 (87) 2225557 www.indiacoffee.orgThe Coffee Board of India serves as a friend, philosopher and guide of the coffee industry in India.See our ad on page 31

Coffeetalk Media SCAA - Boston #201 NAMA ONE #349(877) 426-6410 www.coffeetalk.comCoffeeTalk 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. See our ad on page 46

Curtis SCAA - Boston #871 NAMA ONE #330(800) 421-6150 www.wilburcurtis.comSince 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 systems.See our ad on page 29

Daterra Coffee SCAA - Boston #623(330) 941-2555 www.daterracoffee.com.brDaterra means from the earth in portuguese, and it is from there that we cultivate with respect to the environment, techonolgy and good people, high quality green coffee beans to be consumed all over the globe.See our ad on page 39

Diedrich Manufacturing, Inc. SCAA - Boston #727(208) 263-1276 www.diedrichroasters.comFrom a coffee farm in Guatemala to the chain of Diedrich Coffee Roasteries to the building of coffee-related machinery, coffee has been a part of the Diedrich family culture for a long time. See our ad on page 37

Fair Trade USA SCAA - Boston #753(510) 663-5260 www.fairtradeusa.orgFair Trade USA, a nonprofit organization, is the leading third-party certifier of Fair Trade products in North America. Visit www.fairtradeusa.org for more information.See our ad on page 45

Finum by Riensch & Held GmbH & Co. KG SCAA - Boston #1019p: +49 (40) 734240 www.finum.comfinum heads a product range which, alongside disposable and permanent filters, includes several patented and award winning brewers for tea and coffee.See our ad on page 7

Follett Corporation SCAA - Boston #201 NAMA ONE #740(610) 252-7301 www.follettice.comFollett icemakers and dispensers provide a continuous supply of ice that is dispensed hands-free to improve safety and sanitation and to support green initiatives.See our ad on page 46

Fres-co System USA, Inc. SCAA - Boston #707(215) 721-4600 www.fresco.comSupplying Customers with pre-made bags, custom printed rollstock, degassing valves, packaging machinery, pod equipment and service. Fres-co System USA has been the coffee industrys packaging expert for over 30 years.See our ad on page 6

Gavia Gourmet Coffee SCAA - Boston # 979, 981 NAMA ONE #747(800) 428-4627 www.gavina.comWhen it comes to superb coffee and exceptional service, Gavia is the preferred coffee partner for retailers and entrepreneurs everywhere. Gavia Coffee: Grounds for Great Partnership. See our ad on page 41

Global Customized Water SCAA - Boston #1011(805) 484-1589 www.globalcustomizedwater.comGlobal 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 46

GoodDrinks SCAA - Boston #706(800) 877-3811 www.getgooddrinks.comMont Blanc Gourmet offers a versatile line of caf products to meet all hot and cold beverage needs.See our ad on page 25

Grounds for Health SCAA - Boston #922(802) 241-4146 www.groundsforhealth.orgCervical cancer kills more women in developing countries than any other form of cancer. Yet cervical cancer is one of the easiest forms of cancer to detect early and treat. We can stop these unnecessary deaths. Join us at www.groundsforhealth.orgSee our ad on page 46

Group G SCAA - Boston #351(225) 413-2333 [email protected] & Roasted Coffee Broker for Exporters, Importers and Roasters.See our ad on page 45

Java Jacket SCAA - Boston #1106(800) 208-4128 www.javajacket.comThe Original Green Coffee Sleeve. Comes in 100% Recycled Natural Kraft or White. Can be custom printed with your design.See our ad on page 9, 46

Kraft Foods Group, Inc NAMA ONE #830(800) 537-9338 www.tassimopro.comKraft has an unrivaled portfolio of products that serve the vending and OCS markets. Its iconic brands include Planters, Crystal Light, MiO, Gevalia, and Tassimo.See our ad on page 12

LBP Manufacturing SCAA - Boston #1313 NAMA ONE #848(800) 545-6200 www.lbpmfg.comLBP Manufacturing, Inc. specializes in designing and converting a wide range of paper-based beverage and food packaging.See our ad on page 11

Loring Smart Roast SCAA - Boston #925(707) 526-7215 www.smartroaster.comLorings advanced technology and superior controls consistently produce better tasting coffee while dramatically reducing costs and eliminating smoke. Roast your best, time and time again!See our ad on page 3

Marca Per SCAA - Boston #337(511) 616-7300 www.peru.infoPeru, where quality means flavor.See our ad on page 43

Mother Parkers Tea & Coffee SCAA - Boston #422(800) 387-9398 www.realcup.comRealCupTM is a trademark of Mother Parkers Tea & Coffee, one of the largest coffee and tea manufacturers in North America. See our ad on page 33

Natvia SCAA - Boston #696(480) 239-8778 www.natvia.comNatvia is unique and not just a non-sugar sweetener. It is a secret and special formulation of all natural sweeteners.See our ad on page 21

North Atlantic Specialty Bag SCAA - Boston #817(877) 827-5270 www.northatlanticbags.comNorth Atlantic Specialty bag is a division of Diversified Packaging Concepts inc. Our main focus has been and will always be to give the same attention to detail to all our customers big and small.See our ad on page 45

Pack Plus Converting SCAA - Boston #781(909) 902-9929 www.packplus.comHome of the widest selection of flexible packaging products for the specialty coffee & tea industries. Affordable and high-quality custom packaging also available--call us first for a FREE quote!See our ad on page 45

Perka Inc. SCAA - Boston #1156(503) 427-1377 www.getperka.comPerka is a mobile app for neighborhood merchants thats as fast and familiar as an old-fashioned paper punch card. Reward regular customers with custom perks, learn their buying behavior, and get to know them by name.See our ad on page 35

Plitek SCAA - Boston #424847-827-6680 www.plitek.comPLITEK manufactures PLI-VALV one-way degassing valves and valve applicators. Our patented valves and valve applicators are the most efficient, reliable, and cost effective solution for degassing freshly roasted coffee in its packaging.See our ad on page 42

Pod Pack International, LTD. SCAA - Boston #823 NAMA ONE #641(225) 752-1160 www.podpack.comPod Pack is the leading manufacturer and distributor of single cup brewing solutions for hotels, offices, and restaurants, with current focus on pods.See our ad on page 37

Service Ideas, Inc. SCAA - Boston #419 NAMA ONE #847(800) 328-4493 www.serviceideas.comSince 1946, Service Ideas has been a leader in the foodservice industry offering an extensive line of products for insulated beverage service.See our ad on page 32, 46

ShopKeep POS SCAA - Boston #1223(800) 820-9814 www.shopkeep.comThe simplest way to make smarter business decisions.See our ad on page 15

Tightpac America inc. SCAA - Boston #916(888) 428-4448 www.tightvac.comBrands include - Coffeevac, Teavac - Patented Vacuum sealed system protects your Coffee & Tea every time you open and close the container. Simplicity that works!See our ad on page 46

uVu Lid Company SCAA - Boston #907(561) 674-9415 www.uvulid.comThe uVu Lid provides a safer and more secure customer coffee drinking experience than any other lid in the market today.See our ad on page 47

Vessel Drinkware SCAA - Boston #794(855) 883-7735 www.vesseldrinkware.comVessel Drinkware, Inc is a supplier of branded Drinkware to independent retailers throughout the U.S. and Canada. Please visit us at www.vesseldrinkware.com, or call (206) 763-0366See our ad on page 37

Vita-Mix Corporation SCAA - Boston #880(800) 437-4654 www.vitamix.comUnsurpassed durability. Amazing consistency. And massive horsepower. All blended together in one brand renowned for maximizing productivity on professional countertops.See our ad on page 13

Wipf, AG SCAA - Boston #817(503) 791-6862 www.wicovalve.comWipf AG develops and produces one-way degassing valves. State-of-the art infrastructure makes it possible to develop innovative and cost-effective valves for the coffee market.See our ad on page 12

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28

April 2013

Cervical Cancer Prevention Campaign Recognizes International Womens Day

by Kayla Moore

SummaryOn March 7, 2013 Exportadora Atlantic, ECOMs Nicaragua branch, teamed up with Grounds for Health to carry out a cervical cancer prevention campaign in Matagalpa, Nicaragua. The campaign, which offered same-day screening and treatment for early signs of cancer, benefited women associated with Exportadoras dry processing mill as well as other women in the community of Sbaco and Matagalpa. 69 women attended the campaign and received screening services, 8 of whom tested positive and were treated with cryotherapy on the same day (100% treatment rate).

Funding for this activity was provided by ECOM Foundation as part of a two-year grant awarded to Grounds for Health in 2012 to support collaborative projects with coffee cooperatives to address the unacceptably high rate of cervical cancer in these regions. Grounds for Healths model for addressing cervical cancer builds long-term capacity in the health system and the community and demonstrates an effective model for strengthening primary care services in rural areas.

Description of Activity Grounds for Healths collaboration with CECOCAFEN co-op and the local Ministry of Health in Matagalpa from 2008 to 2011 contributed to a strong and lasting network of community health promoters and providers dedicated to improving cervical cancer screening and treatment services in the region. Local partners assumed full responsibility for sustaining screening and treatment services in 2011, and have remained active and responsive to the needs of coffee communities in the region.

In March 2013, Grounds for Health and Exportadora Atlantic engaged Ministry of Health partners in Matagalpa to benefit women associated with Exportadora Atlantics dry processing mill in the nearby community of Sbaco. Grounds for Health arranged permission for the use of four consult rooms at the hospital Lacayo Farfan in Matagalpa and secured support from four providers previously trained by Grounds for Health to conduct a screen-and-treat campaign for women associated with Exportadoras dry processing mill in Sbaco. The date for the event was set for March 7, 2013, just as the harvest was ending and in recognition of International Womens Day on March 8th.

In preparation for the campaign, Dr. Barinia Osejo visited Exportadora Atlantics mill in Sbaco and gave an educational talk on cervical cancer prevention to men and women associated with the mill. The talk provided an opportunity for Exportadora Atlantics community to learn more about Grounds for Health, the burden of cervical cancer in Nicaragua, and how to prevent it. Women aged 30-50 who had not had a prior screening test, or who had not been tested in three years or more, were invited to the campaign.

Personnel from across Exportadora Atlantic pitched in to help get ready for the event and provided essential support throughout the campaign day. ECOM vehicles transported supplies to the campaign site where additional staff from the mill were standing by to set up tables and chairs, signs, and stations for registration, high level disinfection, and counseling. During the campaign, personnel from Exportadora Atlantic worked to register women and provide refreshments for them and the volunteers.

Results of the Screen-and-Treat CampaignA summary of campaign results is presented below.

*Of the 69 women screened, 13 women were not eligible for screening with VIA due to their age and received a Pap test instead. Their Pap tests are being processed by the local lab and will be returned to the women within one month.

Screening and Treatment uptake from campaigns* # (%)

Women screened * 69Women within target group (aged 30-50 or HIV positive) 49 (71%)

Women screened with VIA* 54Women with abnormal VIA result 8Women with abnormal VIA result who met treatment criteria 8

Women with abnormal result and eligible for cryo who received treatment during the campaign 8/8 (100%)

Women with abnormal result not eligible for cryo who were referred for further diagnostics or treatment(ex: suspicious for cancer, lesion too large)

0

In commemoration of International Womens Day, Exportadora Atlantic S.A. and Grounds for Health invite you to the Cervical Cancer Prevention Campaign, March 7th at the Lacayo Farfan health center, starting at 8 am.

Grounds for Health in-country coordinator Dr. Barinia Osejo (center) with staff from Exportadora Atlantic at the Lacayo Farfan Hospital on the day of the campaign.

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Screening and Treatment uptake from campaigns* # (%)

Women screened * 69Women within target group (aged 30-50 or HIV positive) 49 (71%)

Women screened with VIA* 54Women with abnormal VIA result 8Women with abnormal VIA result who met treatment criteria 8

Women with abnormal result and eligible for cryo who received treatment during the campaign 8/8 (100%)

Women with abnormal result not eligible for cryo who were referred for further diagnostics or treatment(ex: suspicious for cancer, lesion too large)

0

30

April 2013

Imagine a Coffee Industry Without Women

Before you start typing the angry emails, the premise is only used to prove the power and importance of women in this industry. It is also a way to start a conversation about the differences of the roles of women in consuming vs. producing countries.

Lets start this experiment of the theoretical with the following parameters: 1. Women still exist, but do not work in coffee.2. Women remain a primary consuming group to be targeted with marketing.3. The roles of women in other industries do not change; they are just excluded

from coffee.

To explore the changes to the industry this new reality would have, it is important to know what the roles of women are now.

Women at OriginAt Origin is really too big of a generalization when looking at the status of women in their roles in coffee all over the world. Some countries are still holding to older, established roles of women being subservient to men and are actively barred from decision-making, ownership, or progression in life status. Other countries are seeing the benefit of promoting women but just getting started, while others are fully embracing the role of women as essential and beneficial to all concerned.

International Trade Center (ITC, a unit of the United Nations), and the East African Fine Coffee Association, EAFCA (now AFCA), sponsored some research into the roles of women in coffee. There were a couple of countries that stood out as being outside the norm, but for the most part, the chart below describes the current role of women in coffee producing countries:

(The researcher for this data, Mbula Musau, is a Keyan woman on the rise in the coffee industry. She now runs a successful consulting company and has just tested to be Africas first Q-Grader Instructor.)

The chart shows rather clearly that once you leave the farm or the hand sorting rooms, the roles that are occupied by women are few and far between.

So lets imagine the world without women in their roles in coffee at origin. If you really consider the consequences, it is quite shocking. The effect on coffee itself would probably be twofold:

First, prices for coffee would skyrocket and the quality in coffee would suffer greatly. Men would want to be paid much more for the work than they are willing to pay the women. The increase in cost has to be passed to the buyer, which in turn creates an increase in the cup price. The price increase would be annoying to the consumer, but bearable. Prices would, however, rise even further as a result of lower supply because it would be difficult to find men to do the work at all thus requiring farmers to move into other crops where women would still do the work. Farms would rip out coffee and probably plant tea, bananas, or another agricultural crops. One could even speculate that other illegal cash crops might take coffees place. Coffee plantations that did adapt to this new reality would probably be lower on the mountain where machines could do a lot of the work now done by women.

Without women working the fields between harvests, trees would not be maintained unless a man did it. This would result in crop yields diminishing and pushing prices even higher.

Machines would now be replacing women. Machines are expensive so only the largest farms or mills would get them. Small holders that segment quality lots go away as the reward is too difficult to realize. If the farm is kept in coffee, the farmer would just provide cherries to the large mills where it would be mixed with the cherries from both the other small holders and the mechanized large farms. Sorting of coffee would also be left to machines. Color sorters and density tables would do their best to provide the same level of care that the women do, but defects would be getting through and probably make specialty coffee lots harder to achieve. The industry would forego the financial benefit of quality coffee and hope to make it up in volume. Even though the price of coffee has risen dramatically, this is only covering the increases in cost of the farms and mills. Demand for coffee would go down as a result of quality going away. Consumers that are conscious about flavor would move to another beverage.

Second, the family units would be put under tremendous strain. Women will now need to seek work outside the farm. Some will find work locally but others will need to travel to the city to look for work. Urban centers would be overrun by the influx of people making services strained. Unemployment would rise and the demand for foreign aid would rise. Countries like the US would be asked to contribute more to help solve the poverty issues at an ever-increasing pace. Children would now be forced into situations where a few of the Women remaining in the villages would look after the children while the other mothers were away in the city. The family unit changes and eventually fails.

Women in Consuming Countries More women are finding independence by opening coffee houses, starting businesses, and being employed in executive positions. Women are outpacing men in their participation in trainings as baristas and QA cuppers. Opportunities abound.

So lets imagine the world without women in their roles in coffee in Consuming Countries.

There would be men to fill those positions. Men, however would have a fairly two-dimensional approach to the industry and lack the overall creativity that is brought to the industry by women. The local coffee shop would be less interesting with only men behind the counter and only male influences on the shops. Women would probably not even go to shops that would exclude women from working there. They might make coffee at home, but would likely find another beverage that was more socially conscious. With half the customer base leaving, coffee shops would close and a bunch of men would be out of work.

Now Lets Imagine the Opposite Women are fairly treated and respected throughout the supply chain.

It is easy to imagine a world where women were properly recognized for their contributions and supported in their efforts. It would be prosperous. It would improve lives. Coffee would be better in quality and available in ways not yet imagined. Prices might even go down as innovation increases.

Organizations Promoting Women in CoffeeTo get to this vision, we need to supp

Documents

118638-April 2013