WHAT IS IT ABOUT COFFEE? � It’s the world’s 2nd most valuable commodity & consumed item.

� Yet, 180-90% of the worldwide coffee market is the lowest commercial quality, called ‘conventional’ coffee.

And, according to industry standards and experts, this means bad flavor, stale, toxic, & unsustainable.

� What is the highest quality, best flavor, fresh, healthy, & sustainable?

Jerry Holt, Coffeer specialtygrade@gmail.com

� The Big Coffee Market

� The Big Conventional Coffee Problem � The Real Specialty Coffee Solution

THE BIG COFFEE STORY

   coffee

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2COFFEE �World’s 2nd Most Valuable Commodity �World’s 2nd Most Consumed Item

2U.S. MARKET ‘$50 Billion’ #1 Importer & Consumer

� 375% OF U.S. adults drink coffee,360% daily,450% espresso � 350,000 CAFES IN U.S. & 200,000 In Italy � 3TOP 50 RETAILERS make 70% of sales � 1THE BIG 3 ROASTERS over 70% of green bean volume

2SPECIALTY SEGMENT ‘$27.5 Billion’ Fastest Growth � 3SPECIALTY SALES up 20% per year � 3COFFEE SHOP gross margin 85%

THE BIG COFFEE MARKET

1(Coffee Exporter’s Guide, ITC) 2(SCAA l 2014 l Coffee Facts and Statistics. ICO, NCA USA, Inc., SCAA Sector Report)

3(coffee shop 2012 research report- U.S. SBA SBDC Clearinghouse) 4(Economics Of coffee, Wikipedia)

1(Coffee Exporter’s Guide, ITC) 4(Economics Of coffee, Wikipedia)

5(World coffee trade (1963 – 2013), ICO)

THE BIG CONVENTIONAL COFFEE PROBLEM

80-90% Conventional Coffee 5-10% Specialty Coffee

180-90% OF COFFEE WORLDWIDE IS ‘CONVENTIONAL’ Low Quality, Bad Flavor, Stale, Toxic, Unsustainable

� 1The lowest commercial quality called mainstream. � 4Grown with more pesticides than any other agricultural crop.

� 5Global coffee supply crisis due to climate change & unsustainable social, environmental, technological, & financial economic practices.

� (So-called ‘specialty coffee’ does not refer to quality.) � Real Specialty Coffee is the highest of 5 coffee quality grades. * Coffee is fresh for 2 wks. after roasting & 15 min. after grinding.

5 COFFEE QUALITY GRADES 1.Specialty 2.Premium 3.Exchange 4.Below Standard 5.Off Grade

Fresh Coffee: For 2 Wks. After Roasting & 15 Min. After Grinding

Specialty Coffee: Many Nutrients, Antioxidants, & Health Benefits

Specialty Coffee: Highest Quality Is From Sustainable Methods

Specialty Coffee Has No Defects, Distinctive Character, & A Flavor Score Of 80 Points Of More Out Of 100.

(As Determined By Certified Coffee Tasters)

THE REAL SPECIALTY COFFEE SOLUTION

REAL SPECIALTY COFFEE Highest Quality, Best Flavor, Fresh, Healthy, Sustainable