The Chronicle Event Bonus Issue 2012

8/3/2019 The Chronicle Event Bonus Issue 2012

1/52

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On the Cover:Illustration by Damon Brown, the InkL

2012 event issue

Copyright 2011 Specialty Coffee Chronicle. All Rights Reserv

a publication

o the

specialty coee

association o

america

featu

res

h x Contributors:

Willem Boot

Jason Dominy

Tracy Ging

Ellie Matuszak

Chris Schooley

Tara Shenson

2010/2011BOARD OF DIRECTORSPrdn, tm OConnor

1 Vc Prdn, Max Qurn2nd Vc Prdn, Paul thornon

scrary/traurr, shawn Hamlon

Drcor:Mary Cur, Nahal gabbay, Al Lu,

Dr. tmohy schlln, And trndl,Wllm Boo, skp Fnly,

Hahr Prry

immda Pa Prdn:Pr gulano

SCAA330 Golden Shore, Suite 50

Long Beach, CA 90802TEL: (562) 624-4100FAX: (562) 624-4101

www.scaa.org

The Specialty Coffee Chronicle is publishedsix times a year by the Specialty Coee

Association o America as a orum or discussionand inormation on industry-related topics

and issues. The Chronicle welcomes and willconsider or publication articles, columns

or irsthand accounts o lie in the specialtycoee industry rom SCAA members. Opinions

expressed in articles and letters do notnecessarily represent the position o the SCAA,

its members or directors.

The Chronicle is printedon 100% recycled paper

containing 30% post-consumer waste.

excuv DrcorRc [email protected]

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[email protected]

Manan edorshanna grman

[email protected]

Ar Drcortany Howard

[email protected]

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2 The Specialty Coffee Chronicle


3/52

BOYDS

IS ANALOG.


4/52

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CAAMem

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TM


5/52

As a leading manufacturer of quality beverage equipment, we

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Features of our new beverage equipmentdesigns and packaging include:

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Thinsulate Tank Insulation

Sustainability Through Responsibility

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Help the environment and communicate with us electronically!! Friend Us Fan Us Follow Us


6/52

Exhibition 2012:

Why M o Yo

First and foremost, our aim is to promote quality standards and practices: the things thatmake a difference in the cup, to coffee drinkers, and that define specialty. This is an ongoingquest. Science and experimentation will always reveal more to the story. At The Event, youlllearn from leading researchers, benefit from findings by the Global Quality Coffee ResearchInitiative (a collaborative research program supported by SCAA and leading roasters), andwitness concepts in practice through our professional development programs. Providingknowledge and education is an equal partner to quality standards. Because it isnt enough toknow quality, you must know how to deliver it consistently.

Youll also see a greater emphasis on sustainable development. From a business and humanstandpoint, specialty coffee faces serious and complex challenges. Climate change is affectingour supply chain. Poverty persists as a structural issue. Carbon use at retail is high. There arebusiness reasons to address these issuesprotecting the supply chain, building reputations ofbrands, and lowering costsand of course, there is the human element. Specialty coffee wouldntexist if it werent for millions of dedicated people working to bring great coffee to market. Weneed to work in a manner that provides opportunities to prosper for all those involved.

In addition to numerous learning opportunitieson topics ranging from climate changeadaptation, to addressing food security, to retail strategies for reducing energy useThe Eventoffers a forum to connect with farmers and others with different perspectives. We believe theseexchanges translate to better business, richer stories, and greater consumer engagement. Theyserve to expand the definition of specialty coffee, to one that not only tastes better but alsodoes better.

While we all understand that the Exposition is a trade event, we also know that our eyes arealways on the end customer. That will be even more evident in Portland, where youll see someof the best brands in the business in action. From caf crawls to special tasting sessions, to pop-up cafs and new competitions, this years show will be filled with ideas and examples of how tobetter engage coffee drinkers and demonstrate all that is special about specialty coffee.

We adopted a new tag line this yearbecause great coffee doesnt just happenand it seemsparticularly appropriate as we prepare for what will likely be our largest show ever. Great coffeeinvolves science, research, training, education, good business practices, a global community,and people. Great coffee happens when smart people get together to learn and challenge oneanother to push even higher. Great coffee happens at The Event, and this year, great coffee willbe happening in an amazing coffee city. We look forward to seeing you in Portland.


This issue is filled with informationabout the many exciting eventswe have planned for The Event 2012

in Portland, but before introducing

those, wed like to reacquaint our

readers with the purpose of such a

gathering. Beyond the bustling show

floor and endless array of activities,

the SCAA Exposition is really a place

to connect with and more fully define

specialty coffee. The most importantthing we can offer our members and

the industry-at-large is a platform for

differentiation and The Event is a

showcase for those efforts.

because great coffee doesnt just happen.tm


7/52

78% of all attendeeseither authorize

or recommend

purchasing

decisions.

Attendees from 2011 state that

their toptwo reasons for

attending The Event are business

networkingand discovering

new productsandservices

on the trade show f loor.

The Specialty Coffee Chronic

86% of our surveyed Eventattendees state that the SCAA

Event is amust-attend

industry show.


8/52

Portland

When our great-grandfather, Percival

Dewe Boyd, arrived here from New

Zealand, something about Portland

made him decide to go into business

peddling coffee. (Maybe he realized

that with 155 rainy days per year,

Portlanders were going to need warm,

hearty cups to keep them going.)

Percival would be tickledthough perhaps not surprisedtosee that our small city has become one of the best places in theworld to get a great cup of joe. Were proud to be part of thatevolution, and we invite you to savor every drop of the RoseCitys coffee culture while youre here for the SCAA Event.

Portland wasnt always a mecca for coffee. When Boydsopened a coffee shop in 1964 in our original downtown roastery,it was pretty lonely; for quite a while, we were the only coffeeshop in the city (and one of only a handful in the entire country).

Boyd Cof

Roan tourBuses depart theOregon Convention

Center on SundayApril 22nd at 9:00am

and 11:00am. Spaceis limited.

Boyds Coee WelComes you To

Welcometo Portland,our stomping

grounds for thelast 111 years.



9/52

As late as the early 80s, when the SCAA was founded, it couldbe challenging to find a decent cup of coffee in Portlandor justabout anywhere else. And mochas and lattes? Forget it. Not even onthe radar yet. Even finding a shot of espresso was a rare treat thatinvolved elaborate equipment reminiscent of a pipe organ.

Back then, we spent many hours trying to convince grocery stores ofthe merits of carrying whole bean coffee, often without success.

Across the nation, roasters were realizing that quality coffee neededa boost, and a trade organization to elevate the industrythe SCAAwas born. We joined right away.

Fast-forward to today. There are hundreds of roasters and coffeeshops flourishing in Oregon: from tiny garage-based roasters to large

operators to everything in between. Now Portland is regularly at ornear the top of the lists for the best coffee citiesnot just in America,but in the world. Were pleased that the SCAAand youhave come tosee whats behind all the hype.

Portland author, Hanna Neuschwander, whose book Left CoastRoast (a guidebook to iconic and artisan coffee roasters from Seattle

to San Francisco), which will be published this summer, placesPortland at the top of her list.

I may be biased, but I think Portland has the best coffee culturein the U.S., she said. Its not always the flashiest, but its friendly andwelcoming and incredibly diverse. Nearly every pocket neighborhoodin the city has its own small roaster. The culture of baristas, gearheads,and aficionados is thriving, but what I love most is the way great coffeeis just wrapped into everyday life. Its approachable, its sociable, andits vibrant because its the rule not the exception.

We raise our mugs to you, Hannawe couldnt agree more.The same factors that make our coffee scene so compellingthe

attention to detail, the educated and adventurous consumers, and theinnovative and communal approachmake our citys food, wine, beerand spirits scenes just as phenomenal. Per capita, we have far morethan our fair share of culinary excellence, so while youre here, dontmiss the chance to explore those sides of Portland as well. We humblysuggest a few of our most notable customers: Oba! Restaurante foraward-winning Nuevo Latino cuisine; Ringside Steakhouse, nationallyrecognized as a top steakhouse; Fullers Coffee Shop for a real-dealdiner experience; and Hubers Caf, Portlands oldest restaurant and

the place to go for Spanish coffee. Or discover your own paththatwould be very Portland of you.

When you visit Portland, spend a minute (or many) talking to thebaristas, roasters, chefs and brewers who call Portland home. The highconcentration of great food and beverages in our small city can leadto some good-natured competition, but more often than not, it leadsto collaboration. Our community exchanges industry information,promotes new ideas and shares a sense of purpose; and as SCAAmembers, you already know a thing or two about that. Welcome toPortland, and cheers.

Sincerely,Katy, Matt and Michael Boyd

(Boyd Coffee Companys Director of Marketing,

Director of Information Systems and Coffee Buyer)

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The Specialty Coffee Chronicl


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11/52The Specialty Coffee Chronicl


12/5212 The Specialty Coffee Chronicle

y very favorite SCAA event of the year is

our annual Leadership Summit (SLS), heldevery fall in our upcoming Event city. This

two-day event consists of plenary sessions,

meetings, and of course, social time for SCAAscommittee volunteers, board, and staff to

interact, plan, strategize, pontificate,

challenge, and collaborate.

The work that these highly engagedindividuals produce as a team is consistentlyimpressive. Perhaps equally rewarding arethe near-constant exclamations of I loveyou, man! To me, SLS, more than any

other event, embodies the uniqueness andtalents of the SCAA community and is anevent that Im extremely proud to be a partof.

My first SLS was September 2004 inSeattle, which I attended as a member ofthe new BGA Executive Council. At thisevent, I learned that SCAA had something

From LoNg BEAC To grEATEr EArT:

CoFFEE, SCAA and theWoLE WidE WorLdEllie Matuszak, Director o Proessional Development, SCAA

named the International Relations Council, or IRC, which is an

advisory council whose work is to support SCAA members outsidethe U.S. The IRC advises members about government regulations anprovides membership benefits to their own association members.

In the following years, the Roasters Guild and Barista Guild ofAmerica launched their Certification Programs, designed to connectvaluable workplace skills to SCAA educational courses. Students

who completed requirements could be certified by SCAA and theGuilds, providing value to their position in the market

and recognizing the role of craftsmanship in specialtycoffee in a tangible way. With the emergence of

these programs, IRC was one of the first entitiesto recognize the value of these and began to a

SCAA how we could make these Certificatioprograms available in their home countries

Prior to the SCAA Event in Anaheim(2010), I joined SCAA as full-time staff in

the position of Director of ProfessionalDevelopment. Coupled with the demandthat the Certification programs had begunto create, this new position represented awhole world of resources for the design,development, implementation, andexpansion of SCAA educational programs

that had never before been available.


13/52The Specialty Coffee Chronicle

Accordingly, the IRC turned up the volume on their request forhelp abroad. A meeting with the IRC in Anaheim marked the firstreal opportunity to seriously say yes to the concept of servingSCAA members outside the U.S. by bringing SCAA education tonew markets. I presented a brief summary draft proposal to the IRC,received some feedback, and went to work on crafting what was tobecome the SCAA International Education Partnership LicensingProgram, or IEPL Program, which was launched officially at the 2011SCAA Event in Houston.

Through the IEPL, sister associations and SCAA member companiesoutside the U.S. are authorized to deliver SCAA educational contenttowards Certification, providing an unprecedented opportunity for

Specialty Coffee Professionals the world over to be Certified bySCAA without having to travel to the United States. The IEPL PartnerOrganization subsidizes the cost of registration fees to SCAA up frontand then is free to charge their own registration fees to recover costs.The IEPL Partner Organizations must meet nine pages of terms andconditions for the education to be valid and to qualify for SCAAEducation Credit.

The IEPL Program currently includes options to offer coursestoward Certification in the Barista Guild, Roasters Guild and GoldenCup Technician Certification programs, with two more Certificationprograms scheduled to debut in 2012 (check SCAA social media forthe most up-to-date information). Additionally, many IEPL partnerschoose to offer the SCAA Instructor Development Program, our wildlypopular course designed to help subject matter experts in coffeedevelop skills to be great instructors, including applied adult learning

skills, instructional design, testing, and presentation skills. To date,more than 100 new Certifications have been earned through theBarista, Roaster and Golden Cup Technician Certification Programs.In addition, 64 individuals have already earned the SCAA LeadInstructor Credential through the SCAA Instructor DevelopmentProgram, with this number expected to reach more than 100 by theend of 2011, with IDP courses scheduled currently in New Zealand,South Korea, and China. (It is worth noting that in the same timeframe, nearly 300 individuals have earned Certification in the U.S.at annual SCAA events such as the SCAA Event, Roasters GuildRetreat, and BGA Camp Pull A Shot. An additional 287 individualsare completing requirements for the IDP/SCAA Lead InstructorCredentialwith two more IDP courses still scheduledas I write this.)

Our acronym remains SCAA but this trend is clear: We are theSpecialty Coffee Association of America, but also must responsiblyserve our members in every country, where there is a great deal ofdemand for high quality education and opportunities to translatelearning to advancing goals in the workplace. As specialty coffeeconsumption continues to grow in new markets such as Brasil, Chinaand Korea, SCAA membership reflects the necessary emergence ofspecialty coffee businesses to support markets throughout the world

But its not enough to export SCAA education from Long Beachto Greater Earth; the strength in SCAAs transition into a trulyinternational community of coffee professionals means that ourcommittees, councils, guilds, competitions, and even staff must begin

to integrate the ideas and expertise of coffee professionals from allover the world. While there will always be a place for IRC, we arestarting to see participation from outside North America on all SCAAcommittees, in the exhibit hall of The Event, and on the SCAA Boarof Directors. The design and development of standards, education,and events must have an international perspective at their genesis ifwe are truly to embrace and thrive as an international business.

It is as an entire global community that we truly can compete asan industry against our common enemy: bad coffee. In this spirit Idlike to issue a challenge to each member of the community, whetherbased in Auckland or Oakland: Make your impression on the industand represent your corner of the Earth by getting involved in SCAAeducation. SCAA education is based on the collaboration and inputof hundreds of specialty coffee professionals all over the world,who work for companies that under most circumstances would be

considered competitors. This collaboration (which certainly involvesdebate and dialogue) has been the backbone of our educationprogram and must continue to grow and strive if we intend toinfluence and inspire the next wave of coffee professionals to embrathe SCAA mission and standards. We have instructional designers,subject matter experts, instructors, assistant instructors, standardsreview, certification review, and sustainability review as mandatorycomponents of all SCAA education design and development. Ofcourse, a great way to participate is to attend a course, pursue acertification program, or simply volunteer at a competition, showcas(such as Coffees of the Year or the BGA Caf), or one of our SkillBuilding Workshops. The fate of the specialty coffee world rests ineach of our hands, even as the world becomes smaller. See you there



After Symposium 2011 offereda more sobering look at someof the challenges we face

in specialty coffeeclimate changeeffects on the supply chain, persistentpoverty, rising prices, and confusedconsumersthis years Symposiumwill provide a more hopeful outlook,interjecting new research and withthat, new reasons for optimism.

Focus on solutions

SympoSium

April 1819, 2012

Hilton Portland

scaasymPosium.org



SympoSium HoST SpoNSor

We at Coee Bean International are delighted to welcome youto Portland or the 24th annual SCAA Exposition and 4th annualSymposium.

As a ounding member o the SCAA, our 40-year heritage asa roaster here in the Pacic Northwest has provided us witha unique perspective on the remarkable growth o specialtycoee. Just like you, weve labored or years to build ourbusiness within an industry ocused on coee quality anddiversity, an industry that didnt exist beore we

collectively created it.Today, CBI is proud to have developed some o the nations

leading specialty coee retail programs. But in our hearts, weare still the scrappy start-up we were in 1972. Its a point-o-viewintensely ocused on quality which, as we showcase at our PublicDomain coeehouse in downtown Portland, is a belie that runsdeep within our companys DNA.

As Oregonians, we hope youll celebrate our unique cityonethat osters sustainability, quality, and creativity in so many ways,especially in our oods, beverages and, o course, our coees.And as ellow coee acionados, we hope youll be inspired asyou learn, engage, and share with ellow community membersduring the Symposium.

Symposium 2012 is designed to move us into moresolutions, opportunities and ideas around specialty coffeequality, the consumer experience and supply-chainsustainability. Using a combination of short big ideastyle presentations, panel discussions, and question andanswer sessions, the conversation will drive toward:

Building comprehensive approaches to supply chainchallenges, using scientific research and industrybenchmarking.

Broadening strategic possibilities for managing risk andvolatility.

Improving understanding of the specialty coffee

customer and how to better engage them in retail settingsand at home.

We will be introducing findings from two new researchstudies, one aimed at deepening our understanding ofthe specialty coffee consumer and another exploringmerchandising strategies for grocery. Perhaps even morerevealing will be the integration of strategies from wineand craft beer. Wine and beer enthusiasts take classes,read magazines, go to festivals, and attend tastings, tolearn more about the products and processes behindcreating them. There is an enthusiasm worth striving forand tactics to be emulated. With that inspiration, we willdig into the process for creating a curious, engaged andexacting specialty coffee customer base.

While important insights will be delivered from the

Symposium stage, many others will emanate from the400 thought-leaders in attendance. With the additionof conversation lounges and the return of small-groupdining, there will be even more opportunity to discussand share ideas with a group of bright and highlyengaged coffee professionals. Symposium has quicklybecome an important source of inspiration for specialtycoffee and this year will be no exception as we channelthat energy towards new solutions.

SympoSium

opeNiNg

recepTioN

sponsored by

sustainable

Harvest

tuesdayapril 17tH

58 pm



Tuesday, April 17, 2012:

58 p.m. Symposium Opening Reception sponsored by Sustainable Harvest

Wednesday, April 18, 2012:710 a.m. Symposium Registration Open

8 a.m.5 p.m. Symposium Executive Series. Limited attendance event. Please visit

scaasymposium.org or details and registration inormation

5 p.m. Symposium Cocktails

7:30 p.m. Symposium Dinner Event

8 a.m.5 p.m. Specialty Tea Institute: Tea Certiication Program

8 a.m.6 p.m. Expo Registration Open (NEW EARLIER START)

8 a.m.6 p.m. Early Exhibitor Movein or 300 sq. t.+ Booths (NEW EARLIER START)

Thursday, April 19, 2012:

7 a.m.7 p.m. Expo Registration Open

8 a.m.3 p.m. Symposium

8 a.m.5 p.m. Specialty Tea Institute: Tea Certiication Program

8 a.m.7 p.m. Exhibitor MoveIn

9 a.m.4:30 p.m. United States Barista Championship

5:30 p.m.7 p.m. Opening Ceremonies Everyone Invited

7 p.m.10 p.m. Welcome Reception & Thursday Night Throwdown Everyone Invited

Friday, April 20, 2012:7 a.m.6 p.m. Expo Registration Open

711 a.m. Exhibitor MoveIn Concludes

7:309:30 a.m. Rainorest Alliance Sustainable Coee Breakast Ticketed Event

89 a.m. First Time Attendees Coee Reception

9 a.m.12 p.m. Lectures

9 a.m.1 p.m. Roasters Guild Coees o the Year Competition

9 a.m.1 p.m. Roasters Guild Roasters Choice Competition9 a.m.5 p.m. Skill Building Workshops

10 a.m.5 p.m. United States Barista Championship

10 a.m.5 p.m. USBC Brewers Cup

10:3011:45 a.m. Portrait Country Program

11 a.m. Oicial Opening o Exhibits Hosted by SCAA BoD (NEW EARLIER START)

11 a.m.5:30 p.m. Expo Hall Open to Registrants (EXPANDED SHOW HOURS)

11 a.m.5 p.m. United States Cup Tasters Championship

5:30 p.m.6:30 p.m. SCAA Awards Reception Everyone Invited

2012 SCAA EXPoSiTioN & SYmPoSiUm

SCEdULE oF EVENTS



Saturday, April 21, 2012:

7:30.9 a.m. IWCA Breakast Ticketed Event

8 a.m.5:30 p.m. Expo Registration Open

8 a.m.4:30 p.m. Skill Building Workshops

9 a.m.11 a.m. Expo Hall Open to Exhibitors Only



9 a.m.1 p.m. Roasters Guild Roasters Choice Competition

10 a.m.5 p.m. United States Barista Championship

10 a.m.5 p.m. USBC Brewers Cup

11 a.m.5 p.m. United States Cup Tasters Championship

11 a.m.5:30 p.m. Expo Hall Open to Registrants (EXPANDED SHOW HOURS)

121:30 p.m. CQI Luncheon Ticketed Event

56 p.m. Roasters Guild Meeting RG Members and others interested in RG

7 p.m. Roasters Guild Party Everyone Invited

Sunday, April 22, 2012:8 a.m.1:30 p.m. Expo Registration Open

911 a.m. Expo Hall Open to Exhibitors Only



9 a.m.12 p.m. Roasters Guild Roasters Choice Competition

10 a.m.1:30 p.m. Skill Building Workshops

11 a.m.4 p.m. Expo Hall Open to Registrants (EXPANDED SHOW HOURS)

11:30 a.m.12 p.m. United States Cup Tasters Championship Finals

123 p.m. United States Barista Championship Finals

123 p.m. USBC Brewers Cup Finals

2 p.m. Roasters Guild Roasters Choice Finals Announcement

410 p.m. Exhibitor MoveOut

7 p.m. USBC/BGA Party Everyone Invited

Monday, April 23, 2012:711 a.m. Exhibitor MoveOut Concludes

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ewr yr Green Saes a ExprtsThrgh Tatig si at th Cig exchag

Willem Boot, SCAA Board o Directors

hats the differencebetween presenting thefeatures of your coffee

program at a booth versus enticingcuppers and buyers with a truetaste of your coffee repertoire?

Time, attention, interaction and,perhaps most importantly, theincreased potential for sales.

The Cupping Exchange was created by theSCAA to facilitate professionally orchestratedcupping sessions during the annual expo.At the 2012 Portland Expo, we will offer twoseparate cupping rooms that can be rentedin 90-minute time slots. Each cupping roomconsists of all the necessary cupping tools andinfrastructure, like hot water towers, cups, agrinder, scales, spoons, etc.

During the past three years, more and moremembers have utilized the Cupping Exchange for different purposes: the promotion of green

coffee export offerings, the comparison of single-origin flavor profiles, and the benchmarktesting of different roasting systems.

In 2010, the Ethiopian coffee industry hosted six successful cupping sessions at theCupping Exchange with more than 100 participating coffee buyers. According to theEthiopian delegates, the Cupping Exchange proved to be an ideal platform for the promotionof Direct Trade relationships and specifically for realizing sales results. In 2011, the CuppingExchange hosted two sessions for the blind cupping comparison between prominent roastingsystems. In addition, the 2011 Portrait Country (Brazil) organized a series of popular cuppingsessions at the Cupping Exchange. A key benefit of the Cupping Exchange is the fact thatthese sites conform to all the stringent technical requirements as required by the SCAA forcupping labs. As a result, a prospective buyer and participating cupper will feel adequatelyat home and she/he will have no or little distractions during the actual cupping sessions.

During the Houston SCAA Event, more than 200 cuppers attended the different cuppingsessions that were programmed. At the 2012 Portland Event we expect to see a major increasein attendance at the Cupping Exchange.

If youre interested in participating, it is highlyrecommended that you reserve your slot early, asthe available capacity is limited. Most importantis the timely promotion for the cupping Eventitself. Ideally, prospective participants should beinvited at least four weeks in advance. The roastingfor the Cupping Exchange should be prepared notlonger than 48 hours in advance. SCAA staffcan assist you with any possible technicalquestion about the preparation.

Reservations for the CuppingExchange are required and may be madeby contacting Lisa Pacini at [email protected] or completing a reservationform at www.scaaevent.org.


19/52

Youmightbewondering,Whatdosnakesandbombshaveto

dowithasingleorigincoffeefromLaos?

...ConditionsduringtheVietnamWaralteredthewaycoffeeisgrown

intheneighboringcountryofLaos,whichledtoanadaptationofa

uniquecoffeethatisconsideredtobetheonlycoffeeofitskind.

SnakeBombCoffeeoffersprogramsforfundraising,grocery,foodnbeverage,cafsandroasters.Formoreinformation,pleaseemail

usat:[email protected]

Findoutwhatsnakeshavetodowithourcoffeeat

snakebombcoffee.com.



LECTUrES

All registered attendees receive access

to 35+ complimentary sessions in our

Lectures Series on the days they attendThe Event. Each year, our Professional

Development Committee strives to source

the most relevant and thought provoking

subject matter led by our industrys most

engaging and experienced presenters.

These sessions are your opportunity

to expand your understanding of the

specialty coffee market place and bring

new ideas directly back to your business

immediately after the show. Be sure to

schedule at least one session into yourEvent itinerary to make the most of your

Expo experience!

= Skill Building Workshop

Frday, Aprl 20h, 2012

subjcAra

global iu suanably global iu CofBun

Cofgradn /evaluaon

Roan &Procn

CofBun

CofBun

910:15 am One YearLater:Hunger inCoee-landsHowCan WeHelp?

START:Tracking andReportingyour Eortsin Sustain-ability

State o Spe-cialty

Consulte conel CompradorVerde

From Seedto Roaster

NOTE: Thisclass is pre-requisite forSkill BuildingWorkshopsGE103,GE201

Enviorn-mental AirQuality Man-agement:MitigatingCosts andImpact

Avoid-ing LegalPitalls

Build-ing yourBusinessthroughMarketingand SocialMedia

subjcAra

FaurdPrnaon

suanably global iu CofBun

CofBun

Roan &Procn

CofBun

Cofgradn /

evaluaon10:3011:45 am

Honduras:2012 SCAAPortraitCountryPresenta-tion Series

START: AGlobal Col-laboration inSustainableDevelop-ment

MicronanceMiracles: AStarting Pointor Me

Ask theGreen Buyer

Are BaristasWinning overCustomers?

Preparingor Prop 65/Acrylamide:How this WillImpact yourBusiness

The Doorsare Open,Now What?

WaterQuality andFiltration



dt b arai t itrc r

t thr tt at th i;

r attac a that

ara ha at at

thig i c!

saurday, Aprl 21, 2012

subjcAra

suanably global iu global iu CofBun

global iu CofBun

suanably CofBun

910:15 am Innovationsin Sustain-ability:Meet theSustainabil-ity Award

Winner

DeningCriticalIssues atOrigin

CoeeBenets toHealth

Ask theExperts:Answers YouNeed to Specthe RightEquipment

Opening upthe Relation-ship: Explor-ing TrueRelationshipCoee

Hedgingrom theRoastersPerspective

START: AGlobal Col-laboration inSustainableDevelop-ment

MoldingYour Stainto All-StaBaristas

subjcAra

FaurdPrnaon

global iu global iu CofBun

global iu Roan &Procn

CofBun

CofBun

10:3011:45 am

Honduras:2012 SCAAPortraitCountryPresentationSeries

Changingwith ClimateChange:HelpingGrowersAdapt to aChangingEnvironment

Waste Not,Want Not:Water atOrigin &CoeeProcessing

Ask the Ex-perts: TrendsAcross theIndustry

Do MicrolotsMatter toProducers?

InventoryManagementor a Roaster

The CMarket &HedgingTools

BrewingSuccess: Exploring theGrowth oPortlandsRemark-able CoeeCulture

sunday, Aprl 22nd, 2012

subjcAra

Cof Bun suanably suanably /grn iu

suanably /grn iu

Roan &Procn

Cof Bun Cof Bun

10:3011:45 am

El MercadoC y lasHerramientasde Cober-tura contraRiesgos para

Productores yExportadores

START:Rastreo eInorme desus Iniciativasde Sostenibi-lidad

Coee andHoney: ASweet Col-laboration

Grating, Clon-ing and theFuture o Qual-ity in CentralAmerica

Packaging 201:A Guide toPackaging orRoasters

Creating Salesin Front o theBar

CollaborativeCrats: Speciaty Coee andCrat Beer



All registered attendees have the opportunity to

add Skill Building Workshops towards professional

certification for a fee. This is your opportunity to

take advantage of world-class coffee business courses

taught by leading instructors in our industry, all under

one roof. The SCAA Event is the industrys largest

one-stop opportunity to advance your career through

internationally recognized certification programs.

FrIdaY, aPrIl 20, 2012

8:3011:30 a.m.

GE153 Introduction to Le Nez du Ca: Aroma o Coee

9 a.m.12 p.m. (Unless otherwise noted)

CP101/CP102 Introduction to Espresso, Parts 1 & 2 (9 a.m.4:30 p.m. with 90-minute break or lunch)

GE201 The SCAA Cupping Form & Peer CalibrationCP151/CP152 Introduction to Brewing & Extraction, Parts 1 & 2 (9 a.m.3:30 p.m. with 90-minute break or lunch)

GE151 Introduction to Green Coee Grading

RG Test Out Roasters Guild Certication TestOut

12 p.m.

GE255 Organic Acids and the Chemistry o Coee (122 p.m.)

1:304:30 p.m.

GE204 Deect Cupping

RP120 Prole Roasting Prctices

RP223 Sample Roasting

CB205 Purchase, Finance and Green Coee Contracts Use and Terms

CP204 Espresso Equipment Preventive Maintenance

35 p.m.

GE255 Organic Acids and the Chemistry o Coee



SatUrdaY, aPrIl 21, 2012

810 a.m.

GE154 The Sensory Skills Test, Parts 1, 2, and 3

9 a.m.12 p.m.

CP202 Espresso Bar Eciency and Workfow

GE202 Comparative Cupping

CP158 Golden Cup Fundamentals

RP216 Identiying Roast Deects

RP223 Sample Roasting

GE206 Grinding and Particle Size Analysis

CP103 Customer Service

11 a.m.12 p.m.

GE154 The Sensory Skills Test, Parts 1, 2, and 3

12:304:30 p.m.

CP190 BGA Level 1 Testing (Tests Oered Hourly)

CP290 BGA Level 2 Testing (Tests Oered Hourly)

1:304:30 p.m.

GE303 Triangulation Cupping

CP255 Brewing Technologies

RP112 Introduction to Roasting Concepts

CB206 Coee Market StrategiesRP104 Decaeination

GE261 Le Nez du Ca: Olactory Identication and Matching

SUndaY, aPrIl 22, 2012

10:00 a.m.12:00 p.m. (Unless otherwise noted)

GE255 Organic Acids and the Chemistry o Coee

CP291 Golden Cup Technician Certication Test

CP203 Latte Art (10:00 a.m.1:00 p.m.)

10:30 a.m.1:30 p.m.

GE103 Introduction to Cupping

RP112 Introduction to Roasting Concepts

I 2011, r tha

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rase gul s pean a ull l be!To say the least, this has been a very exciting year. With the

further actualization of our Certification Program, weve been able to

create more and better opportunities for people to take certificationcourses and workshops. The Instructor Development Program,along with the RGECs Certification Task Force, and the SCAAsProfessional Development Committee have made the process for classdevelopment and instructor training the strongest its ever been. Thishas led to the building of our first ever Master Level classes, and alsothe fine-tuning of our older classes in order to make them fit into thistopnotch program. Weve also held test-out sessions for the ApprenticeLevel Certification, recognizing the importance of getting experiencedroasters and those who have accumulated the necessary knowledgethrough this first stage of our program. All of this has resulted inour first ever Certified Roasters, and we have participants close tocompleting the Journeyman Level as well.

The Roasters Guild Executive Council has also restructured ourcommittees in an effort to better serve our membership. We are

focusing on membership, certification, and communication, withprojects attached to specific goals in each category; our objectivebeing to engage our membership to be active participants in thisorganization and in the specialty coffee community at large.

What does active participation in the Roasters Guild look like? Itshould reflect the two most important aspects of our organization:professional development, and the growth and fortification of theroasting community. Heres how we broke it down.

Enrollment and participation in the Roasters GuildCertification Program

Participation on the Roasters Guild Forum

Promoting sustainable coffee practices

Attendance at retreat/expo/origin trips

Creating connections between producers/importers/roasters/manufacturers and consumers

Volunteering at events and through subcommittees

Participation in the Member Referral Program

Performing tests and experiments, gathering information to beshared with the community

Involvement in regional roaster and other specialty coffeegroups

Hosting and participating in public coffee events

Alignment/interaction/collaboration with the producers ofother craft products

The Roasters Guild Retreat was a resounding success! For thefirst time ever it sold out, and the response from attendees has beenglowing and has encouraged us to continue on the path we set with

this years retreat to make it even better. This event is one of thebiggest undertakings each year for the Roasters Guild. Each year ithas been the preeminent event for roasters and very much reflects thtwo pillars of the Guild: professional development and the growth anfortification of the roasting community. With the Guild in its 11th yeawe saw this as an opportunity to take what the event has been in thepast and to expand and help it evolve. It is clear that we need to usethe opportunities posed by this event to offer our certification classeand by developing a tracking system weve created the opportunity tsuccessfully offer a much broader range of classes to our membershiwithout losing the opportunities for community building andfellowship.

And as more and more options for delivering these classes come tfruition we also recognize the need to offer not just our best and mochallenging certification classes at the retreat, but also to perform la

and experiments that will lead to new class development as well as adeeper understanding of our craft in general. With programs like theGlobal Coffee Quality Research Initiative (GCQRI) we need to lookat how we can help further that work, which we all know is importanand desperately needed. We also need to understand that while theGCQRI is working on the impacts on coffee quality on the supplyside, we can be doing work on better understanding the impacts onquality during roasting, storage and preparation.

We are poised as a Guild to be a very positive influence on ourindustry and our consumers. At the very first Roasters Guild Retreatthere were a number of attendees that had never cupped a coffeebefore, or who had done it once or twice but not with any regularity.Now coffee professionals cup at every level and the way we analyzeand grade coffees has evolved considerably. There is plenty of impetto take this level of discourse and evolve it even further. With theprograming at this years retreat we looked at and discussed someof these impacts on quality on both the supply and end-user side ofthe industry, while also talking about how we can better analyze anddescribe coffee quality.

It is very important to note that the SCAA has put togethera phenomenal staff of professional and enthusiastic individualswho have played a significant role in the planning and executionof these programs and events. Without the support of this staff itwould be impossible for the Roasters Guild to continue to expandand evolve not just the Retreat and Certification Program, but alsoour communications, special events, and the way we interact withour membership. And the Roasters Guild is very excited about theaddition of the Coffee Science Manager, who will help us to actualizthe projects we have been looking at to further research the scienceof roasting and coffee quality. With these projects, we can create

Special eventSChristopher Schooley, Chair, Roasters Guild Executive Council



25/52

more opportunities for our members to performtests, experiments, and research into coffeequality. Having our membership actively involvedin answering important questions and coming to abetter understanding of our craft is an incredibleway to add real, tangible value to membership in theRoasters Guild.

One other item on the list for Roasters Guildinvolvement that you may have noticed is alignment,interaction, and collaboration with producers ofother craft products. This is really something thatwe feel can spell out the future of our craft and ourindustry at large. In collaborating with the producersof other craft products as peers, we can createmore awareness of the uniqueness and scale ofour craft. But in identifying these craftspeople andthe guilds and associations that represent them aspossible consumers as well, we can greatly expandour consumer base with people who understand theimportance of craftsmanship, quality ingredientsand materials.

This understanding allows us to have aconversation about specialty coffee at an elevatedlevel. Not only this, but increased interactionbetween the producers of various craft productsalso makes it easier for consumers who arentinvolved in a sympathetic industry to make the

connection between quality, premium ingredientsand materials, and craftsmanship. Many of ourmembers are already engaged in collaborationswith craft breweries, fine dining establishments,bakeries, and other like minded businesses. Itsno coincidence that many of the roasters who areinvolved in these type of collaborations are theleaders in our industry. We believe that alignmentand collaboration on a guild and association levelcould move our entire industry into a new level ofdiscourse, and we are moving fully forward withcreating these connections and relationships.

The true state of our guild is in the hands of ourmembership. I urge all Roasters Guild membersto continue to further involve themselves in

Roasters Guild activities and in the specialtycoffee community at large. Post on the forums andconnect with other members through other socialmedia outlets. We have all chosen to take part inan industry thats expansiveyet accessible andcommunity driven. Our mutual success is assuredthrough our actions and interaction.

Stay Gold,ces

Coffees of the YearThe 2012 Coees o the Year competition is a prestigious annual event that

recognizes the best specialty coees rom around the globe rom the 2011/2012crop. Certiied coee graders choose the winning coees by cupping andthoroughly evaluating the sensory and physical attributes o each sample enteredin the competition. Attendees are welcome and encouraged to sample the winningcoees at The Event.

Deadline to submit a sample is March 15, 2012 (Coee must arrive at SCAAby this date). Please visit roastersguild.org or more inormation on submissionguidelines and entry ee.

Roasters Choice CompetitionThe annual Roasters Choice Competition is held in conjunction with the SCAA

Event and is designed to highlight the art and crat o coee roasting. To competein the challenge, members o the Roasters Guild must submit a roasted coee. Thecoees are vetted and the top ive coees are selected in advance o The Event.The coees are then brewed and presented to exposition attendees to judge ina blind tasting. Please visit roastersguild.org or more inormation on submissionguidelines as they are made available.

Roasters Guild MeetingThis is our yearly opportunity to provide live updates about the state o the

guild, discuss new initiatives, and present inormation about upcoming eventslike the Annual Retreat. Member input is valued and critical to the success o theRoasters Guild, so members are encouraged to bring questions and concerns to beshared with the group.

Roasters Guild PartyCome hang out with the Roasters Guild! Grab a bite to eat and a drink at this

great venue and get connected with the members and riends o the RoastersGuild. You wont ind a better way or a crazier bunch to relax with and unwindater a long day at The Event.

The Specialty Coffee Chronicle

Roasters Guild PartySponsor

Roasting WorkshopSponsor


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Greetings fellow Baristas!

What an honor it is to not only write this article, but also to havethe opportunity to represent one of the fastest growing communitiesin the specialty coffee industry. As we come together to deliver acommon message of respect for the product we serve, the people whoproduce it, and the consumer who purchases it, Id like to take thismoment to update our community about some recent Guild activitiesthat help shape the barista presence.

The BGA is focusing heavily on programs designed to supportbaristas all over the country. This year the BGA and the SCAAannounced the first Healthcare Group Plan benefit made available toBGA members. The plan provides BGA members access to affordable

healthcare through their current coffee jobs. The response has beengreat, and I look forward to hearing how this benefit is making liveseasier for our members. We also continue to support jams, workshops,throwdowns, brew battles, cuppings, and the like. We love supportingour members efforts to build better communities where they are,from Seattle to Savannah. Its out of this desire to support more eventsin more communities that weve created a new program called theMember Driven Events, which works to make it easier for members tocreate events in their areas with full BGA support. Its really as simpleas contacting your Regional Chapter Rep, who will guide you andsupport you from there.

This year, weve worked to strengthen our Regional ChapterRepresentative roles and provide more support for them in what

theyre being asked to do, which is to represent their regionalcoffee community and further develop initiatives that work in theirrespective areas. To that end, we also created the Regional ChapterCommittee, which will be a five person team under the RegionalChapter Rep charged with supporting the Chapter Rep in their role.They become webs of influence, able to reach more places and createa larger network for BGA community and education.

We also ran a very successful second annual BGA Caf duringExpo, a great place for Expo attendees where they could sample someamazing coffees and espresso. The BGA Caf is run 100 percentby volunteer baristas that come to Expo wanting to learn fromone another and demonstrate their abilities to thousands of coffeeprofessionals. It is an incredible opportunity for baristas to highlightsuccessful service elements happening in their hometown cafs to anaudience of truly engaged consumers. We would love for you to join usnext year in Portland at the BGA Caf!

Another thing we did last year was an event called Camp Pull-A-Shot. The first Camp Pull-A-Shot was held at El Capitan Canyon justoutside Santa Barbara, CA in October. The event hosted around 120baristas, coffee professionals, and coffee farmers for three days ofeducation and fun. Baristas were inspired and led by some amazinginstructors focusing on extraction, cupping technique, milk and latteart, and many other relevant subjects. We have just wrapped up thesecond annual Camp Pull-A-Shot, again held at El Capitan Canyon,which sold out at 160 attendees. Camp Pull-A-Shot 2011 furtherexpanded our approach to overall education of coffee professionals.The event also provided baristas access to amazing coffee brewingequipment thanks to the overwhelming support of our sponsors! Theresponse has been so positive that in 2012 we will have both an East

and West Coast camp, in order to make the event available to morebaristas.

Weve continued building on the success of our BGA CertificationProgram, which now includes courses aimed at three levels ofcertification. The program has been successful in producing moreskilled coffee professionals, who are more well-rounded in coffeeas a whole, not just espresso. From the beginning, weve workedto incorporate a good deal of coffee knowledge thats related toespresso, from our origins class to cupping, brewing and everythingin between. To date we have more than 300 certified baristas activein the program and are further developing programs to make classes

available to more baristas on a regional level. We are also finalizingLevel 3 Certification content, and will have the Certification Programfinished by the end of the year.

As we say goodbye to 2011 and move into 2012, we are excited tocontinue supporting our group at upcoming regional events and at thSymposium and Expo in Portland this coming April. We encourageour membership to learn, demonstrate and compete through themany SCAA programs like USBC, Brewers Cup, US Cup Tasters, BGLectures & Classes and the BGA Caf.

I thank you for helping direct the growth the BGA has seen frominception. There continues to be so much potential in what ourcommunity can achieve and I invite you to join me and the rest ofthe BGA membership in directing the future of our guild. I encourageach of you to call, write or take a moment to enjoy coffee with oneanother and further the discourse and activity of our very remarkabcommunity.

Hoping to see you soon,Jason Dominy, Chair, BGA Executive Council


Jason Dominy, Chair, BGA Executive Council

SPECiALevenTs


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Opg CmoThursday, April 19, 5:30 p.m., Portland Ballroom

This years opening ceremonies will be unlike any other. Join us as wecelebrate the international community that comprises our specialtycoee amily, congratulate the winner o the 2012 Sustainability Awardand get to know Portland with the help o our host sponsor, BoydsCoee! Dont orget to stay around or the welcome receptionthebiggest social gathering o The Event. Immediately ollowing the openingceremonies, the welcome reception includes tasty hors doeuvres, acash bar and a couple thousand o your ellow Expo attendees. Markyour Outlook calendar, iPhone, paper planner or whatever you use tokeep organized because this is one party you dont want to miss! Andremember, unlike Las Vegas, what happens at the welcome receptionWILL be shared on Facebook and Twitter!

Wlcom rcpoThursday, April 19, 7:00 p.m., Portland Ballroom & Lobby

The un doesnt stop at the opening ceremonies; a cash bar, rereshmentsand a riendly crowd will be waiting or you at the SCAA Welcome

Reception, immediately ollowing the end o the opening ceremonies.This is the irst and largest social event o the show. Entry into thewelcome reception is ree to all registered attendees and is a greatopportunity to catch up with old riends and network with other attendees.

f-tm ad Co rcpoFriday, April 20, 8:00 a.m., Skyview Terrace

First-time attendees are invited to participate in a special welcome coeereception to introduce you to some new colleagues. Meet SCAA sta andindustry leaders and learn how to have a great irst-time experience at TheEvent.

ro BkFriday, April 20, 7:30 a.m., Portland Ballroom

The Rainorest Alliance invites you to join us or a delicious breakast, liveentertainment, the latest updates on our work, and the results o our Cuppingor Quality events. This year marks the 25th Anniversary o our organizationand we would love to show you where we are headed next! Order ticketsonline now at www.rainorest-alliance.org/scaa. Sign up earlythis event is always a sellout.

sCaa awd rcpoFriday, April 20, 5:30 p.m., Portland Ballroom

Every year, the SCAA recognizes coee proessionals who have made signiicant contributionsto our industry. Make sure to attend this important event to ind out who has won thesecoveted titles and to congratulate them or making a dierence to our communities.

iol Wom Co allc BkSaturday, April 21, 7:30 a.m., Portland Ballroom

Please join us in celebrating the 10th Anniversary o the International Women in CoeeAlliance at our annual breakast! Our theme this year is Empowerment through Connection.All industry members are welcome and encouraged to attend and ind out what we are aboutand how you can become involved. Proceeds will be used to support quality-o-lie and otherprojects or women in coee producing countries. The IWCA is a global peer network thatadvocates or disadvantaged women rom seed to cup. IWCA not only provides access toresources but also promotes a orum or connection.

Co Qly i LchoSaturday, April 21, 12:00 p.m., Portland Ballroom

The 14th Annual Coee Quality Institute (CQI) Luncheon will take place rom 12:00 to 1:30 pmin the Portland Ballroom. For 16 years, CQI has dedicated itsel to improving coee quality andthe lives o people who produce it. We hope you can attend our lunch to show your support oour programs and to see the presentation o this years Leadership Medal o Merit recipient.

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speCIAl EVENTS


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Une SaesBasa Cpen

The USBC is an exciting competition used to encourage andrecognize professional achievement in the art and skill of espressobeverage preparation and service. Watch as competing baristasmove through a maze of judges and photographers, maintainingcomposure while preparing and serving 12 coffee beverages-

one espresso, one cappuccino, and one signature drinkof their own creation, for each of the

four sensory judges in the space of15 minutes. Baristas from acrossthe country will compete in one of6 regional competitions throughout

2011-2012 to qualify and vie for thetitle of 2012 United States Barista

Champion.



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US Bewes CupThe USBC Brewers Cup is meant torecognize and celebrate the art of manualcoffee brewing. The competition is presentedby the Specialty Coffee Association ofAmerica and the United States BaristaChampionship. Contestants are judged intwo rounds of manual brewing with a scoresheet that is a modified version of the SCAAcupping form. First, there is a tasting round inwhich all competitors brew the same coffeefor a panel which will score based on tastealone. Those who advance to the final roundwill be challenged to brew and present theirown coffee. The judges, who are licensed

Q-Graders, will then score on taste andpresentation. The winner will go on to Vienna,Austria, to represent the U.S. in the 2012World Brewers Cup Championship.

Brewers CupNational Sponsor

US Cup TasesRecognizing that different taste preferences are found in coffee cultures around the world,

the U.S. Cup Tasters Championship does not ask contestants to judge or identify coffee.Instead, participants in the competition tested their skills to discriminate between tastes in atriangulation format. Tasters receive eight sets of three-cups, or triangles, where two cups wereidentical and one was different. Competitors identify the one cup that is different, testing theirability to smell, taste, recall and concentrate on the task at hand against the clock. The competitorwith the most correct answers in the shortest amount of time is named the champion.

The Specialty Coffee Chronicle



A manual will be provided at the beginning of

each Level. Passing the exam (minimum passing

score of 80%) will be mandatory for those wishing

to be certified and to be able to advance to the

next class level. Reading the manual (an electronic

version will be provided upon registration) in

advance of the seminar is mandatory. If you do not

receive the manual in advance via e-mail, please

contact Ellainy Karaboitis.

TEA CErTiFiCATioN ProgrAm

PRICING:Level One Only: STI Member Rate $375 STI Non-Member Rate $475Level Two Only: STI Member Rate $375 STI Non-Member Rate $475

Discount Package: Level 1 and Level 2: STI Member Rate $650 STI Non-MemberRate $850 Level Three: STI Member Rate $675 STI Non-Member Rate $850

EACH SEMINAR PURCHASE OR PACKAGE INCLUDES ONE SCAA EXHIBIT HALL PASS.

REGISTER TODAY THROUGH SCAA REGISTRATION or with Ellainy Karaboitis at(212) 9860250 or [email protected]

Tea Forum April 1819, 2012 8 a.m.5 p.m. Levels 1, 2 & 3 Black Teas (2-Day Class)Oregon Convention Center: Portland, OR

FOUNDATIONS OF TEA: LEVEL ONE(APRIL 18th)

As the irst course in STIs expanding educationand certiication program, Foundations o Tea:

Level One will provide attendees with a strongunderstanding o the ive basic tea types and

the two traditional styles o orthodox teaproduction used to create them. Topics also

include the essential components o teas,where and how teas are grown, the stages o

processing and what dierentiates the dierenttypes and classiications o tea. Attendees will

have the opportunity to taste representative

samples o each o the ive tea types, discusstea steeping methods, and examine the basic

characteristics o dierent teas.

78:00am: Registration

88:15am: Introductions and Orientation

8:159:45am: Section 1The World o Specialty Tea

Section 2Introduction to Stages o Processing andManuacturing

Section 3Stages o Processing and ManuactureChinese method

9:4510:15am: Break

10:15am11:30am: Section 4Introduction to Tea Tasting

Section 5White and Green Teas

11:30am1:30pm: Lunch

1:303:00pm: Section 6Oolong Teas

Section 7Stages o Processing and ManuactureBritishMethod

Section 8Stages o Processing and ManuacturePuerh

3:003:30pm: Break

3:304:15pm: Section 9Tasting Both Black and Puerh

4:155pm: Section 10Review and Test



FOUNDATIONS OF TEA: LEVEL TWO(APRIL 19th)

Building on the essential groundwork presentedin Level One, Foundations o Tea: Level Two willexamine CTC tea production and manuacture,

as well as post- manuacturing processes. Alsoincluded are the principles o grading and

naming teas by country o origin. In this seminarparticipants will examine and taste six pairs

o teas as they are guided through the basics

o a comparison cupping. Participants willdemonstrate their command o this inormation

at the end-o-day examination.

78:00am: Registration


8:159:45am: Section 1Introduction to Stages o Production andManuacture

Section 2Grading and Naming

9:4510:15am: Break

10:1511:30am: Section 3Blending

Section 4Flavoring and Scenting

Section 5Intro to Sensory

Section 6Tasting White Teas


1:302:30pm: Section 7Tasting Green Teas

Section 8Tasting Oolong Teas

2:303:00pm: Break

3:004:15pm: Section 9Tasting Two Black Teas

Section 10Tasting Loose Lea and CTC Black Teas

Section 11Tasting Puerh Teas

4:154:30pm: Review

4:305pm: Test

PROFESSIONAL SERIES: LEVEL 3Black Teas

(April 1819th)

This intensive twoday course is devoted toblack teas rom three o the ive traditional

countries o origin: China, India and Sri Lanka.

The tremendous diversity in lavor and stylespanning centuries o crat and thousands o

miles o geography and terroirwill be exploredthrough the evaluation o at least two dozen teas.

As with all Level 3 courses, some basic scienceo what is happening inside the lea to make

these teas unique will be covered. Orthodox andCrush, Tear, Curl (CTC) teas will both be cuppedor comparison. The course ocus is on important

classic standards and discussion on what deines

quality tea o these types or the U.S. marketand abroad. All Participants must successullycomplete Levels One and Two beore taking

Level Three.

Day On:


8:159:30am: Section 1Overview o Teas

Section 2 Black Teas o India

9:3010:00am: Break

10:0011:30am: Section 3Black Teas o India


1:303:00pm: Section 4Black Teas o Sri Lanka

3:003:30pm: Break

3:305:00pm: Section 5Black Teas o Sri Lanka

Day two:

88:15am: Introductions and Orientation8:159:30am: Section 1Black Teas o China

9:3010:00am: Break

10:00am11:30am: Section 2Black Teas o China


1:303:00pm: Section 3Black Teas o China

3:003:30pm: Break

3:305pm: Section 4Review and Test

5:30pm: Graduation Ceremony



Lets face it: No matter how advanced Internettechnology becomes, nothing can replace theface-to-face marketing opportunities you find

at the annual SCAA Event. The chance to see andcompare firsthand the products and services yourcompany needs, to talk with companies about new

products and services they have developed, and tospeak with your peers about solutions to commonproblems in the industry is an experience that cantbe duplicated online. The SCAA Event Show Floorallows you to:

See the latest in technology and new products and services

Visit all key vendors in one location

Sample products and get answers directly from vendorrepresentatives on the show floor

Do comparison shopping and actually make purchases

Talk with others who are using or considering a product orservice you are researching

Getting Prepared: Pre-Show Planning

Register and book your hotel room early. By registering early, youcan take advantage of early-bird pricing. Waiting often means you willpay more and the rooms you want or those nearest to the conventioncenter will be sold out. Visit page XX for the hotel reservation formand be sure to note Portlands unique and free Max trains from mostanywhere in the city.

Plan your schedule before you get to the show. Being the largestshow in the industry, youll want to plot who and what you want to sewhen you arrive. We offer numerous ways to access event scheduleinformation, exhibitor information and professional developmentopportunities prior to the showtake your pick!

The new SCAA Smartphone appsee page38 for informationabout how to download

The SCAA Event website: scaaevent.org

Via our registration portal

Connect online: The best way to meet other event attendees priorto the show is through our Twitter hash tag feed at #SCAA2012. Tweups and other social opportunities get planned here days or weeksprior to the show, plus if you network on the SCAAs Facebook andTwitter pages prior to The Event, youll already have the names ofsome new colleagues to meet.

Packing: Knowing what to wear at the trade show is important.You will be doing a lot of walking so make sure you pack comfortableshoes. Its also smart to double check that you have enough businesscards, pens and notepaper and your preferred digital device before

walking out the door. Dont forget to leave a little room in your suitcafor all the product giveaways and promotional items youll be bringinhome with you, too!

On-Site: Tips to Make Your Dayson the Floor Successful

Familiarize yourself with the floor plan. By downloading thefree Event app or visiting scaaevent.org, you can review thelayout of the show floor and plan your booth visits. The SCAAshow floor has more than 700 booths; its smart to plan ahead

ATTENdEE suCCess KiT:Hw t gt th t t

r hw fr xric!

(tips courtesy o CompuSystems, Inc., the SCAAs ofcial registration company)



The Specialty Coee Association o Americas

BEST NEW PRODUCT COMPETITIONrecognizes new products judged on their quality and value to

the specialty coee and tea industry. Exhibitor Awards will be

presented during the SCAAs 24th Annual

Exposition. Judging will take place on

the Expo loor Friday, April 20 and

Saturday, April 21. Products must

have been introduced into themarketplace between May 1, 2011

and April 19, 2012 and must not have

been exhibited, displayed, promoted

or distributed at the 2011 SCAA Expo

in Houston. Categories include: Coee

& Tea preparation or serving equipment

(consumer & commercial), Specialty Beverage,

Packaging, Food, Open Class, Sustainability and our new

category Equipment or Origin.

NEW or 2012: The Peoples Choice Award! This year

SCAAs inviting attendees to vote on their avorite new

products too! Using a text your vote system, anyone with

a cell phone on the show loor will be able to cast their

vote or their avorite new product! Only BNP entries will

be eligible or voting.

Knowledge is powergather as much information as you can.Look for products and services that can help your companyexpand its business and increase productivity.

Visit the New Products Showcase: The New Product Showcase,located on the exhibit hall floor, is a prominent display areawhere you can review the newest, most innovative productsavailable at The Event.

Request digital handouts from exhibitors: To lessen yourload and go a paperless route, ask exhibitors if they have

digital information available through their Event App profile orif they are offering a QR code link to their website. Remember

to favorite exhibitors in the Event App by clicking on thegreen favorite icon located next to their company name so thatyoull be able to find their information easily after the show.

Schedule appointments at the Cupping Exchange: For greenbuyers looking to sample new coffee varietals for theircompany, there is no better place to meet with producersthan the Cupping Exchange. Stop by the Exchange, located inMeeting Room B117 and B118.

Grab a copy of the Expo Guide: The Expo Guide haseverything you need to know about the show. Its free, and yocan find it at Registration and in numerous kiosks throughoutthe show floor and entryways.

Take a break! Dont forget to schedule downtime to refresh,have a snack and get some air. Be sure to stop by an SCAAcoffee break or satellite caf each day as well.

Finally, dont forget to share your experience at the SCAA Eventwith your company after the show. Prepare a report about how greatyour experience was and what you learned at The Event. Place spec

emphasis on things you learned that can be applied immediately tosave money for your company, products and services that can takeyour company to the next level or concepts you discovered to makeyou more productive at your job. Trade shows like the SCAA Eventare ideal vehicles to help you obtain the knowledge you and yourcompany need to remain competitivemake sure youre planningahead to make the most of your SCAA Event experience!



As you might imagine, trade shows like theSCAA Event require a significant amountof coordination in the months leading up to

the show. Travel, shipping, power usage and wasteare unavoidable elements of conferencesbut thequantities of these elements and the extent of ourown personal impact are things we can control.

Together with the SCAA Sustainability Council, weve developeda new program for our 2012 Event that offers options throughout theshow that empower each attendee to contribute to a greener overallEvent by eliminating, reducing, recycling and offsetting impact. Webelieve that the actions of one person are incredibly powerful, butwhen more than 8,000 people choose to reduce their footprint a

significant change can occur! Its extremely easy to participate.Heres how:

Look for the Logo

Throughout the show, youll find a simple green logothat denotes an opportunity to make a more sustainablechoice. Take an extra moment when you see the logoto understand the choice and see if it is somethingyou can incorporate into your show experience. Some

examples of these types of options at the show include:

Public and alternative transportation options

Local businesses who have adopted more sustainable practices

Digital handouts and paperless choices

SCAA store products that will reduce waste and provideopportunities to recycle

Sponsors who have sourced recycled or sustainably-producedproducts for attendee giveaways

Become an Active Participant ina Greener Event!

We believe small changes can produce big results, and if each ofus becomes more aware and more willing to take simple steps tolessen our individual impact, we will make a difference. The SCAA iscommitted to sustainable development in specialty coffee. Throughthe guidance of the Sustainability Council, who creates and promotes

ideas, concepts, and action plans in partnership with the specialty

coffee community, we as an industry can continue to lead in thisarena.

Other Sustainable Initiativesto be Aware of:

START: The Sustainability Tracking & Reporting Tool is the first ofits kind. This data tracking and reporting system is built specificallyto highlight the companies and organizations that work in coffee andshowcase their many efforts towards a more sustainable future forall of earths inhabitants. First announced at the 2010 SCAA Event,START gives users the opportunity to report their efforts via thesystem or on their own website with specialized reports ready to drointo website code. Furthermore, the collection of this type of data

will enable the SCAA to report on the activities, achievements, andprogress that the coffee industry is making towards seeing these goarealized. If youd like to become a START user, visit www.scaa.org/staor email us at [email protected].

Lessen your booths impact: The SCAA Sustainability Council iscollecting sustainable exhibitor booth design, building and exhibitiobest practices. These best practices, and the companies undertakingthem, will be featured in a story in the post-conference SCAAChronicle edition. Consider our suggestions at www.scaaevent.org, gcreative on your own and share your success stories with us! Send anemail to Sustainability Council members Samantha Veide, [email protected] and Meredith Taylor, [email protected] share your story.

Although making more sustainable choices and having to rethinkyour habits may seem daunting, we want to remind all of our Event

participants that this type of journey can begin with a single step.Whether you are already active in sustainable practices or justbeginning to explore how to get started, we want to remind you thatthe change can begin with a single conscious choice. We encourageeach and every one of our Event participants to push their efforts alittle farther in 2012 and together we can create a less impactful Eve

By 2030, we will need two planets to sustain our demand on this one.From the World Wildlife Foundation Living Plant Report, 2010.

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Technology is front and center this year at theSCAA Event with the launch of our first everEvent App! Offered as a free app download

to iPhone users and as a free mobile website toAndroid and BlackBerry users, the app will literallyput the biggest coffee show in the world in the palmof your hand.

So, what does this app do? you ask. Want to have an entire showschedule listing including all Skill Building Workshops, lectures and

competitions? Check. How about a way to explore the show floor andfind exhibitors by product category or name? Check. Want to buildyour own custom itinerary that includes all your classes, social eventsand favorite exhibitor booths? Done. When we developed this app,we wanted to ensure that it wasnt just for show; but thatit was something that was genuinely helpfuland aided attendees in having the best Eventexperience to date. Here is a detailed list of allthe app functionality available to attendees:

Detailed show floor map with zoom-incapability

Full listing of exhibitorssearch by producttype or company name

Ability to save exhibitors by adding them toyour favorites

Listing of all Skill Building Workshops andfree tradeshow lectures, including speakerinformation and digital handouts

The hugely popular SCAA Twitter hash tag feed#SCAA2012.

Ability to create your own schedule of classes &social events

A local info section that has lists and links toall SCAA Portland member coffee shops, craftbreweries, distilleries, and farm-to-table restaurants

The Buzz feature that gives you up-to-date informationon whats happening at The Event (Sync regularly to bein the know)

Why We Chose This Platform

There are quite a few app developer companies out there, andwe looked at several of them before deciding who to work with todevelop the first ever Event App. Our major concerns were ensuringthat our app would function in a way that was of the greatest value tour attendees and our exhibitors, while also making sure we kept thecosts low so that we could offer this app for free. We finally landedon a company that we already worked to manage our Expo databaseinformation, which was ideal. Their app is a licensed product,currently offered as a native app for iPhone; however we expect tobe able to launch native versions for Android and Tablet users for ou

show in Boston in 2013.Although Droid and BlackBerry users will access our app as a

mobile website in 2012, the functionality will benearly identical.

An Easy Way toNavigate the Show Floor

The SCAA Event app not only lists everysingle exhibiting company by both name andproduct category, it also allows attendees tomap out their show floor plan ahead of timeand save their favorite exhibitors with oneclick. This way, you can create a saved list ofall the booths youd like to visit before youeven reach Portland. Plus, if you discovera company while at the show, simply addthem to your planner by clicking the greeplus sign next to their app profile andtheyll be instantly saved alphabetically your exhibitor folder for future referenc

Another exciting feature designed tohelp you find your way through our 70booths is the show floor map. As youzoom in, youll be able to see boothnumbers and company names to helporient you and show you the clearespath to your next planned booth vis

ThE SCAA GoES MobilE

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Tara Shenson, Marketing & New Media Manager, SCAA

iPhone BlackBerry /Android



twThe official SCAA twitter hash tag,#SCAA2012 will be updating on The

Event starting now and continuing throughoutthe show. Were sure Event sponsors,exhibitors and attendees will be filling inmany more details all the way up to April 19th.Dont wait to join the conversation, stop bytoday!SCAA Twitter: @specialtycoffeeBGA Twitter: @baristaguildEvent Tweets from Everyone: #SCAA2012

k

Make sure youve said Im in! onthe Facebook invite page. Remote

attendees, you can catch some of the expoaction by following the SCAA on Facebook.And youve already liked us, right?SCAA Expo Event Page: Search 24thAnnual SCAA Event on Facebook,or go to our Events tab on ourofficial Facebook page.SCAA on Facebook: facebook.com/specialtycoffeeassociation

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We have a feeling that theres

going to be an explosion

of online connections

happening when we bring The Event

to Portland. After all, Portland has so

many amazing member coffee shops,

bars and restaurants how could Tweet-

Ups not be plentiful? Get in on the

action early and start building up your

connections now so youll have a list oflocals and other attendees to enjoy the

city with once you arrive. And dont

forgetwe want to see your photos and

videos live from the Expo link, tag,

tweet and post to the SCAA pages and

hash tags or just drop us a note to say

hi at Twitter handle @specialtycoffee!

opGeudo-:Via the Event Smart Phone AppSync your app and check theBuzz feature regularly for Eveannouncements and specialpromotions.Be Sure to Follow our PartnerSponsors Too! Theyll be tweetinand posting updates directly frothe show floor.Boyds: @BoydsCoffeeBunn: @BUNN & @trifecta_Public Domain (Coffee Bean

International): @pdcoffeeKerry Foods: @oregonchai &@CAFFEDAMORE

Congratulations to the SCAA or launching astate-o-the art Smartphone app or their 2012 Expo!BUNN proudly supports this initiative that promisesto enhance the attendee experience at the Portlandevent. As an active brand in digital space, BUNNunderstands the power o the communication toolsavailable in todays business climate.

Oering a complete line o dispensed beverageequipment rom locations around the globe, BUNNmanuactures coee brewers and grinders; liquidcoee dispensers; iced tea brewers; cappuccino,granita, and juice machines; superautomatic espresso

systems; precise temperature water systems; waterquality systems and paper ilters.

A passion or quality epitomizes BUNNscommitment to providing customers with the best inbeverage equipment and comprehensive service sothey can enhance their proits. Visit us www.bunn.co

Discover Portland in the App

Portland is an amazing city with a strong affinity for culinary expertise. Wewanted to make it easy for our Event attendees to be able to find incrediblerestaurants, craft brewers and distilleries while staying in Portland. Of course,a local section of our App wouldnt be complete without a page devoted to ourPortland SCAA member coffee houses! We encourage every Event attendee to tryat least one member coffee shop over the course of The Event.

Technologically Challenged?Look for the App Squad.

If you have any trouble at all figuring out how to download and use the App,were here to help. Well have a detailed download instruction sheet available onthe Event website, as well as our own app squad on-site to help everyone takeadvantage of the Event App features. The App Squad will be hanging out at theSCAA Event Information Booth (near registration) as well as at some of our largersocial events. Were pretty excited to offer this to our attendees and we want tomake sure everyone is able to access it!

Think youve got what it takes to join the App Squad? Its a new volunteerposition this year, so be sure to apply if youre interested (qualifications listed onthe volunteer page of scaaevent.org).

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CHeCKListDecember 1, 2011 HOTEL

RESERVATIONS

Reserve your hotel room online at scaaevent.

org to ensure the best selection and rates. OnceSCAAs block o rooms is sold, higher rates and

longer commutes to the Oregon Convention Cen-

ter (OCC) may apply

December 1, 2011 ONLINE REGISTRATION

OPENS

Complete your Expo and/or Symposium registra-

tion online at scaaevent.org. Its ast and easy! Pick

up your badge on-site.

December 1, 2011

International guests

January 29, 2012

Domestic guests

AIR TRAVEL For international guests, apply or visas and take

advantage o better airares at least 120 days prior

to departure.

For domestic guests, make your travel reservations

at least 60 days prior to departure or best ares.

There is 1 major airport serving Portland:

Portland International Airport (PDX),

11.5 miles rom OCC

January 29, 2012 SPECIAL EVENT TICKETS Purchase tickets or Skill Building Workshops, the

IWCA Breakast CQI Lunch, and STI Forum to

ensure space at these limited-capacity events

March 13, 2012 EARLY BIRD DISCOUNT

REGISTRATION DEADLINE

Complete your Expo and/or Symposium Registra-

tion online at scaaevent.org or use the Registration

orm posted here to secure early bird discounts.

Pick up your badge in the Registration Area near

the main entry to the Exhibit Hall.

March 13, 2012 GROUND TRANSPORT Plan to take the MAX Light Rail everywhere. MAX

runs every 15 minutes, everyday. Take the Red Line

rom PDX to hotels in the downtown area or the

Convention Center. The trip takes approximately30 minutes and the are is $2.35. MAX is ree in

the downtown area and to/rom the OCC.

April 1, 2012 CHILDCARE Make childcare arrangements at your hotel as

there is no on-site childcare at OCC. Children

under 16, including inants, are not allowed in the

Expo or Activity Halls during move-in and move-

out; children under 12, including inants, are not

permitted entry to the Expo or Activity Halls, Lec-

tures or Skill Building Workshops at any time.



SCAA has done the legwork so you don't have to. We invite you to take advantage of our exceptional hotel & travel programs.Please be sure to support SCAA by utilizing the special rates and booking through our hotel reservation department at(800) 826-0143 or (310) 590-4711 orhttps://resweb.passkey.com/go/SCAA2012.

Hilton Portland & Executive Tower 921 SW Sixth Ave Standard $179.00

Symposium 2012 will be held at the Hilton Portland. Only a block away from the MAX Light Rail system, you will haveeasy access to many of Portland's premier attractions. This hotel is located 12 blocks away, a free 6 stop MAX Light Raride or a 30 minute walk to the Oregon Convention Center.

Hotel Name Address Rates

Courtyard by Marriott Lloyd Center 435 NE Wasco Street Standard $149.00 *

The Courtyard Lloyd Center hotel in downtown Portland has newly renovated rooms with free high-speed Internet and 10% off aCharley's on Grand restaurant. This hotel is located 3 blocks away, just a short 5 minute walk from the Oregon Convention Center.

Crowne Plaza Downtown Portland 1441 NE 2nd

Avenue Standard $137.00 **

The Crowne Plaza Downtown Portland offers free wireless internet. This hotel is located 2 blocks away, a free 1 stop MAX Light Raride or a 5 minute walk to the Oregon Convention Center.

DoubleTree by Hilton 1000 NE Multnomah Standard 1 Queen $119.00

Premium 1 King or 2 Queen $139.00The DoubleTree Hotel Portland has newly renovated rooms with 10% off at all outlets and 50% off of parking. This hotel is located blocks away, a 2 stop free MAX Light Rail ride or a 10 minute walk to the Oregon Convention Center.

Embassy Suites Portland Downtown 319 SW Pine Street Standard $183.00

Embassy Suites Portland Downtown offers daily free cooked to order breakfast, free cocktail reception each evening, and free wirelessinternet for your entire stay. This hotel is located 8 blocks away, a 4 stop free MAX Light Rail ride or a 15 minute walk to the OregoConvention Center.

The Heathman Hotel 1001 SW Broadway Standard $165.00 *

The Heathman Hotel offers free high speed internet access in each guest room, reduced rate for valet parking and free in room FrencPress Coffee and Tea Service. This hotel is located 12 blocks away, a 6 stop free MAX Light Rail ride or a 30 minute walk to thOregon Convention Center.

Hotel Fifty 50 SW Morrison Standard $129.00

Hotel Fifty offers free internet access, free access to the fitness center, and a 15% discount at H5O bistro & bar. This hotel is located blocks away, a 5 stop free MAX Light Rail ride or a 15 minute walk to the Oregon Convention Center.

La Quinta Inn Portland Convention Center 431 NE Multnomah Standard $109.00

La Quinta Inn Portland Convention Center offers free internet, free breakfast, and free parking during your entire stay. This hotel ilocated 2 blocks away, just a short 5 minute walk to the Oregon Convention Center.

Monaco Portland 506 SW Washington St Standard $169.00

Monaco Portland offers free wireless internet, discount valet parking, in-room safes, coffee & tea service, morning paper, and 5% off aRed Star Tavern, Roast House, & Room Service. This hotel is located 9 blocks away, a 4 stop free MAX Light Rail ride or a 15 minutewalk to The Oregon Convention Center.

theNines, A Starwood Luxury Hotel 525 SW Morrison Standard $179.00

The Nines offers free high-speed internet access and

Documents

The Chronicle Event Bonus Issue 2012