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Cofee improves lives
See NCA Exhibitor
Listings page 26
A Brave New World
Embracing Tomorrows
Technology
page 10
This Month:
7
A Call to Action
12
Cofee Necessities: Sleeves,
Cups, Mugs and Lids
16
To Build a Mountain of
Prots, Focus on
the Big Rocks
www.CofeeTalk.com
March 2013
Vol. XXVI No. 3

Produce a brighter, cleaner cup with our Flavor-Lock Roast Process Technology
Reduce fuel costs up to 80% compared to conventional roasters
Achieve true consistency with agile digital controls and repeatable roast profiles
Reduce space with the smallest footprint in the industry
Feature
Owners
CEO/Publisher/Advertising Director
Kerri Goodman-Small, ext 1 | 877.426.6410 | 206.795.4471
kerri@cofeetalk.com
Editor-in-Chief
Miles Small, ext 2 | 206.795.2835
miles@cofeetalk.com
International Development
Rocky Rhodes, 818.347.1378
rocky@cofeetalk.com
Design
Print Design
Marcus Fellbaum, ext 5
marcus@cofeetalk.com
Web Design
Justin Goodman, ext 6
justin@cofeetalk.com
Administrative
Administrative Director, Accounting,
Subscriptions
Sandra Hundacker, ext 4
sandra@cofeetalk.com
Mailing Info
Mail: HNCT, LLC, 25525 77th Ave SW
Vashon, WA 98070
Phone: 206.686.7378 Fax: 866.373.0392
Web: www.cofeetalk.com
Disclaimer
CofeeTalk 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 98070
Subscription: The cost of a subscription in the U.S. is $47.50 per year; in Canada, the cost
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Copyright 2013, HNCT, LLC, All Rights Reserved
WHO WE ARE
7
A Call to Action
8
The View
8
Calendar
10
A Brave New World
Embracing Tomorrows Technology
12
Cofee Necessities: Sleeves,
Cups, Mugs and Lids
16
To Build a Mountain of Prots,
Focus on the Big Rocks
18
10 Tips to Jumpstart
Your Caf Success
TIP 2
18
A Masters in Cofee
PART 2
20
Retailer / Roaster Prole
Rocking with Kevin Brennan and his
Rockn Joe
22
At Origin It Takes a Village
And a Mill, a Cofee Board, an
Exporter, and...
24
The Caf Femenino
Foundation Story
26
NCA Exhibitor listings
28
Unlocking Capital:
A Double Shot
30
A Travelers
Cautionary Tale
32
News Bites
36
Advertiser Index
C
o
n
t
e
n
t
s
Professional
Memberships
12 Cofee Necessities:
Sleeves, Cups, Mugs and Lids
16 To Build a Mountain of Prots,
Focus on the Big Rocks
7 A Call to Action
A Brave New World
Embracing Tomorrows Technology
4
March 2013
Professional
Memberships
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by Rick Peyser
addressing the SCAA Sustainability Council
7
A Call to Action
by Rick Peyser
addressing the SCAA Sustainability Council
I
n looking at our supply chain issues, there are many that deserve our attention. Given the
urgency of La Roya, I believe that there are some immediate steps that we as a Council
should be thinking about. I mentioned to a number of Council members a book, written
by Bill McKibben, entitled: Eaarth: Making a Life on a Tough New Planet. McKibben is a
Vermonter, and has an organization called 350.org (www.350.org). He is an environmentalist
who has done his homework. In the frst 20-30 pages of the Eaarth he describes how just 5
years ago, climatologists had made a number of predictions of events that would unfold in the
next 25, 50, and 100 years due to climate change. His hypothesis is that over just the past few
years, many of these predictions that were recently made, have already come to pass. We are
now on a diferent planet than we were just a few years ago, and there is no return (hence the
spelling of Eaarth with two as). Te climate changes that are taking place are taking place at
a much faster pace than anyone had predicted. Why is this important?
Many farmers and agronomists I have spoken with have suggested that the recent
proliferation of La Roya is directly related to the increase in temperature in cofee growing
areas just by a degree or two. Modeling that CIAT has done in Central America shows
that with a very small margin of error, that by 2050 the land area suitable for specialty cofee
in Nicaragua, will be reduced by 70%, and that specialty cofee will be grown at higher and
higher altitudes. La Roya has ofen been associated with cofees growing at somewhat lower
altitudes. It is moving up the mountain, agronomists have told me, due to climate change.

I believe that the sustainability of our industry is at risk, and that our focus as a Council
should be to help encourage collaborative eforts to help small-scale cofee farmers build
resiliency, so that they can survive La Roya and other events that may be headed their way.
Tis involves supporting their eforts to enhance farm productivity and reduce the impact of
La Roya, as well as supporting their eforts to reduce their dependency on cofee as their only
source of income. Our partners (cofee farming families) are so vulnerable because so many
have virtually all of their eggs in one basket a basket that they can fll, but have very little
control of since the price for their production is largely set thousands of miles away. Like any
of us, they deserve a quality of life that meets basic needs, and more, allows them and their
children the stability needed to advance in life.

Where do we start?
Tere are two fronts that need immediate support: 1) agronomy support to renovate
parcels, along with the training to keep their cofee plants healthy and productive. And 2)
helping to provide farming families with the tools that they need to develop resiliency to
SURVIVE in a rapidly changing environment and an ofen harsh market. We all need the
basics food, water, shelter, etc. to survive. Encouraging our own companies to take steps
to support these two areas is something that we as a Council can take on together, while
encouraging others to join us by advocating for needed collaboration.

When I was in Guatemala last week, traveling daily between Santiago Atitlan and San Lucas
Toliman, approximately 80% of the cofee I saw showed visible signs of La Roya. Some of the
plants had weathered-looking yellow leaves that were gradually falling to the ground, while
most looked frighteningly like skeletons with bare branches, with just a few branches having
a handful of immature cherries hanging on for dear life. I had the opportunity to speak with
a Mayan agronomist working in the area. He said that on average 40% of the crop will be lost
this year, and next year he believes the loss will be closer to 80%. Tats also an 80% loss of
income for these families who have been struggling to survive in better timers. How will they
survive now? Te agronomist said that families will do their best to cope with the situation.
Te frst step many will take is to keep their children home from school and to have them
work on their farms to save and use the money that would have been used for books and
uniforms to buy necessities like food. Even with this, he does not know how many families
will feed themselves.

I believe that we are dealing with a natural and human disaster that is
gradually unfolding before our eyes that may have an unprecedented
impact on our businesses and our partners. Big thinking is required.
Collaboration is required. Silos have to be torn down, and we need
to work together as members of this Council and as responsible
members of our industry, to help our business partners develop the
resiliency they need to survive and to PROSPER. If they are unable
to weather this storm and others that are almost sure to follow,
neither will we.

Best,
Rick
In Dominican Republic
hundreds of people in white
gathered to raise their voices
and commitment to the
climate crisis. Te message
conveyed was the threat of sea
level rise to an island nation
as Dominican Republic and
was part of one of the 350
EARTH events happening
worldwide, a week before the
climate negotiations. Tis day,
November 21st, will always be
remembered as the day that
Dominicans came together for
Planet Earth, our only home.
La Roya at Santiago Atitlan,
Guatemala; Photo by Rick Peyser
La Roya
La Roya, also known as Cofee Rust fungus has moved
from a minor irritation in Latin America into a plague
of massive proportions. Why now? And, why at all?
Without going all pseudo scientifc, it would seem that
the looming threat of climate change has fnally shown
itself and, as predicted, cofee agriculture is the canary
in the coalmine.
Tis is one of my pet phrases and it seems that a
surprising number of folks have no idea what it means
so, never letting a chance to be pedantic pass me by
without a fght, I will explain it.
In England, before modern sensing equipment,
coalminers used to take canaries in small cages down
into the pits. Canaries are much more sensitive to
dangerous gases such as methane, a common byproduct
of coal. If the canary drops dead it is time to leave the
mine, fast.
Cofee, particularly Arabica cofee, is very sensitive to
changes in its environment and growing conditions.
When the tropical climatic conditions started to change
fve or so years ago, the temperature started to go up
and the usually predictable rain cycles began to be
erratic. Cofee started to show the harmful efects.
In the thoughts of a few of us doom and gloom
predictors, the question was not whether the resulting
loss of yields would happen, but rather how it would
frst manifest itself. My money was on wide spread
Borer Beetle infestation (and in some respects that
was correct); but what seems to be killing the canary is
Cofee Rust.
Cofee Rust seems so fragile and simple but in the real
world, it is the single most deadly catastrophe Mother
Nature can throw at cofee. It is a fungus, the least
sophisticated of the higher orders of plants, but with a
ferce will to survive expelling billions of spores into the
wind and quickly spreading across a large area of cofee
trees.
Calendar
Mar. 3-5 Intl Restaurant and Foodservice NYC - New York, NY
Mar. 3-5 Ultimate Barista Challenge USA - New York, NY
Mar. 7 Direct Trade Event - Joe Pro Shop - New York, NY
Mar. 7-10 Natural Products Expo West - Anaheim, CA
Mar. 8-10 CofeeFest - New York, NY
Mar. 14-16 ICT Expo 2013 / Cafe Asia - Marina Bay Sands, Singapore
Mar. 17-20 ACF Northeast Regional Conference - Verona, NY
Mar. 21-23 NCA Convention - San Francisco, CA
Mar. 23-24 Cofee & Tea Expo NYC - New York, NY
Apr. 1-3 EXPO Finefood - Shanghai, China
Apr. 10-14 SCAA Event 2013 - Boston, MA
Apr. 12-15 ACF Western Regional Conference - Coeur dAlene, ID
Apr. 21-22 The Northwest Foodservice Show - Portland, OR
Apr. 22-28 UK Cofee Week
Apr. 24-26 NAMA OneShow - Las Vegas, NV
Apr. 25-28 The London Cofee Festival - London, UK
Apr. 27 - May 5 Kau Cofee 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 Cofee Expo 2013 - Melbourne,
Australia
Jun. 5-8 UBC Indonesia - Surabaya, Indonesia
It has always been manageable, since the conditions
to support Cofee Rust only occurred in small
microclimate pockets. However last year conditions
across the Andean and Central American cofee regions
all hit that temperature and rain sweet spot that La
Roya loves so much.
Te reason that Cofee Rust is such a fearful problem
is that once it hits a plant, it spreads rapidly unto
the leaves blocking the plants ability to carry
out photosynthesis. Te leaves wither and drop
prematurely, carrying the fungus to the leaf clutter
below the tree. As new leaves form to replace the loss,
the cofee rust reasserts itself upon the next rainy
season. Unlike other pests and diseases that can hit
cofee, the damage is not limited or selective. It does not
just wreck a few cherries, or shrivel a branch or two.
Cofee Rust is homicidal and if lef unchecked, depletes
and may eventually kill the host tree. Use of expensive
and potentially toxic fungicides as well as quarantine
and preemptive plant removal seem to be the prime
defense against Cofee Rust. Eradication however seems
to not be possible. And there is the problem! By even
the most conservative estimates, this current weather
pattern is going to remain for at least the next year,
which means that the potential exists for a continuing
destruction of cofee plants. Tis potentially means total
destruction, not a temporary inconvenience.
Why does this mean destruction? It is the human
factor. It does not matter if the current weather
patterns last for fve years or fve thousand years let
the scientists and politicians argue that out. From a
practical aspect, once a farmers trees drop below a
consistent minimum yield to support the family, the
farm will cease to exist.
We face the prospect of hillsides covered with the
skeletal remains of cofee trees for as far as the eye
can see. Sound apocalyptic, not really. Remember the
American Elm, the Chestnut, and soon the Lodge Pole
Pine forests of the Rocky Mountains? All were too
specialized and fell victim to changing conditions.
Within three years, farmers may be pulling out their
cofee trees and replacing them with a new, more
viable, agricultural, pastoral, or real estate development
enterprises.
It is sad that there is very little we can do. All the
fuel-efcient cars and recycling programs in the world
even if there was the political will to change today
cannot change this situation quickly enough.
So are we simply done? Well probably not. Tere
will still be cofee, albeit very expensive cofee and
ultimately new varietals are coming on-line that are
resistant to this plague. According to Peter Baker of
CABI, the renowned scientifc research institute in
London, Resistant varietals are already available. But
many farmers havent planted them because specialty
roasters say the cup quality is inferior. But some of
them, like Castillo in Colombia for example, seem to
have a pretty good cup profle. Hopefully researchers
will be proactive enough to also anticipate the next
plague coming down the pipeline one can hope.
One thing is certain however. Te world of cofee in
Mexico, Central, and South America will look very
diferent than it does now. Te Great American drought
that created the dust bowl in the 1930s ended forever
the 40 acre and a mule farm family in the USA and
ushered in the era of corporate farming. Corporate
farming is able to be more resilient to lose caused by
weather or pests because the farms are so much more
vast. A hailstorm can destroy 100 acres of wheat and
barely efect the total farm yields on todays agro-
business farms
I predict that the same will happen in cofee. Te
smallholder farm will give way to the large corporate
estate as big international money interests purchase
and consolidate the ravaged lands once held by small
families. Only big money will have the fnancial
oomph to invest what it will take to re-establish cofee
production in Latin America to the scale that it has
been.
Is this a terrible thing? I do not know maybe, maybe
not. It may be an inevitable and natural progression that
is only precipitated by La Roya. I hope though that I am
wrong.
Kerri Goodman-Small & Miles Small
The View
8
March 2013
Apr. 12-15 ACF Western Regional Conference - Coeur dAlene, ID
Apr. 21-22 The Northwest Foodservice Show - Portland, OR
Apr. 22-28 UK Cofee Week
Apr. 24-26 NAMA OneShow - Las Vegas, NV
Apr. 25-28 The London Cofee Festival - London, UK
Apr. 27 - May 5 Kau Cofee 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 Cofee Expo 2013 - Melbourne,
Australia
Jun. 5-8 UBC Indonesia - Surabaya, Indonesia
from crop to cup. from eld to table.
2013 Cargill, Incorporated.
All Rights Reserved. Truvia

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10
March 2013
A Brave New World
Embracing Tomorrows Technology
by Mark Dallmeier, Co-Founder of LifeGames
O
ver the last 36 months social networks,
social media and social gaming have become
fundamental mediums for communicating,
sharing, entertaining and even driving business. For
many consumers and working professionals, Facebook
and other social networks such as LinkedIn have
become a direct extension of their daily lives. Social
networks and communication platforms like Twitter
capture and infuence how, what and when groups of
people communicate, how large social groups of people
are entertained via social games and video, and provide
a platform for how consumers share information about
their buying experiences and preferences.
Current research shows that 91% of mobile internet
access is to socialize; women ages 35-54 are the
most active group in mobile socialization and 29%
of all mobile users surveyed are open to scanning a
mobile tag to get coupons. Tese are powerful trends
that many corporations are trying to tap into and they
are directly impacting how companies are marketing,
selling and branding themselves to consumers and to
business partners.
Most companies are seeking ways to gain greater
insight into customer purchasing patterns, preferences
and needs. At the same time todays tech-savvy, mobile
consumers and working professionals expect to be
informed, collaborated with, and entertained while
they perform their day to day activities. Tis is causing
many companies to rethink legacy sales and marketing strategies and many
companies are now attempting to integrate social media, social networking, social
gaming and mobile advertising techniques into existing marketing, sales, branding
and customer service eforts.
Some retailers are redesigning certain locations in order to
appear to be more community based or to become physical
representations of a social network where large groups of
consumers can go to socialize and spend money while they
share, collaborate, and are entertained.
According to BIA/Kelseys U.S. Local Media Forecast
(2011-2016), social media advertising in the United States
will grow from $3.8 billion in 2011 to $9.8 billion in 2016.
Te frm projected the local segment of social advertising
to grow from $840 million in 2011 to $3.1 billion in 2016,
representing a CAGR of 29.8 percent. Additionally, the
report forecasted a $4.8 billion social media ad spend in
2012.
eMarketer recently reported that a larger percentage of corporate and
product marketing budgets are being spent on social media, social and
mobile advertising and video.
While social media spending is increasing, the trend of integrating corporate and
product advertising and marketing into social and casual gaming also continues
to grow. Facebook reports over 1 billion monthly users, controls 57% of all social
network media advertising and one of the largest most dominant providers of
social and casual gaming in the world.
Between 2009 and 2012 the worldwide social gaming market grew from $1.84
billion to over $6.2 billion. Te market is expected to be $7.49 billion in 2013, and
$8.64 billion in 2014. Tis represents not only massive consumer adoption but
corporate adoption as well.
For over 10 years many global corporations have tested
the impact of using video games and simulations to
train employees. Now they are beginning to integrate
corporate and product branding, product advertising,
product placements and coupons into social and casual
games.
Utilizing games to entertain, educate and inform
consumers and working professionals appears to
be a growing trend that is not going away. Highly
entertaining, addictive, social communication devices
like tablets and smartphones are utilized by hundreds
of millions of people on a daily basis to complete
personal and business tasks and social networking,
social gaming and social media are integrated directly
into these devices.
Why not integrate a few highly addictive ingredients
like cofee, social gaming and social networking into a
single marketing and sales experience?
Tere are hundreds of millions of ipads, tablets
and smartphones that have been adopted within
the consumer market. Tose devices are highly
entertaining and are highly efective communication
and presentation devices. Tese devices provide users
with an integrated work-play-social experience that
users get addicted to and now they are beginning to
proliferate within corporate workforces.
Companies like UPS, McDonalds, Cisco and Marriott are beginning to utilize
social and casual games to recruit talent, train and enable employees and business
partners, distributors etc. Multiple companies like Selleration Games and
LifeGames are attempting to integrate new hire assessment and screening practices
into social and casual games so they can more efectively identify candidates
who demonstrate the right stuf.
Schools at the K-12 levels are utilizing video games to teach
students a variety of topics and major Universities like Harvard
and Oxford have reportedly developed fun exciting video
games to teach undergrads math, business and fnancial
topics. Major Universities are ofering free classes via Apple
iTunes; you can now access Ivy League quality curriculum,
education, lectures via video etc. all through iTunes on your
iPad or iPhone.
Every level of society, from children to professors to CEOs
appear to be engaged with some aspect of social networks,
social media or social gaming. I can see a future where
corporations distribute training to consumers and working
professionals through iTunes, deliver product training, marketing
and advertising via highly addictive, entertaining social games that can be
delivered on any tablet, PC or smartphone or accessed via a social network like
Facebook or Linkedin.
Its a brave new worldperhaps it is time to rethink how we are using social
networks, social media and social gaming to attract and engage consumers and
business partners within each of our industries. Te results
should be quite powerful!
Mark Dallmeier is the co-founder of LifeGames, creators of
BaristaLife a new social game for the cofee industry (www.
baristalife.net). Mark has co-founded a number of sofware and
services companies, is a well known management consultant and
has held Chief Executive, Marketing, Strategy and Sales roles
within multiple companies.
Why
not integrate a
few highly addictive
ingredients like cofee,
social gaming and social
networking into a single
marketing and sales
experience?
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12
March 2013
Cofee Necessities: Sleeves, Cups, Mugs and Lids
by Richard Stein
E
ntering a cofee shop
is an experience.
People come to you
not only for their favorite
beverage, but because
they enjoy the ambiance:
the interior, the smells,
the smiling faces that
greet them. Te entire
ensemble of the store
is intertwined in their
minds, even the most
mundane components
everything from the
irresistible aroma of
cofee to how convenient,
clean, and presentable your
condiment station is kept.
Creating a pleasant cofee
shop experience is akin to
a theatrical performance:
Te important work happens
behind the scenes, where
the set is thoughtfully
crafed. How do you want
to be remembered afer your
customer exits your theatre?
Tis is true for those items
that most customers take for
granted sleeves, mugs, cups,
lids and even straws and napkins
those necessities of every cofee
shop retailer. What products
you provide your customers will
make as much of an impression
as the setting. But, there are many
considerations when you purchase
these items: Are they cost-efective?
Are the cups pleasing to the eyes as
well as to the hand? Can they retain
heat without burning hands? Is the
lid spill-proof? Do the sleeves have
a good grip? From what material are
they made to ensure quality? Is the
product eco-friendly? And more.
Tere are many choices in the
marketplace. It is difcult to choose
items that suit both customers
expectations and the retailers budget.
Every customer is diferent when
it comes to marketing to them. A
key to fnding the best products is to
understand your customer; retailers
must communicate with their customers
to see what product features are
important to them.
Choosing the right sleeves, cups,
lids or mugs
Te largest challenge to fnding the
right products is choosing the right
combination of cups, lids, mugs, and
sleeves to accommodate the largest
number of people and preferences. A
retailer is also thinking about costs
everything from brewing to storage. But
one area that is ofen less considered
is the message they are sending when
promoting their brand on a mug or cup.
Retailers need to match the promotion of
a high-quality brew with a high-quality
cup. As Kevin Blaser from JavaJacket says,
Building a relationship with a reliable
and knowledgeable full service distributor
plays a key role in that process.
Stalkmarket/Asean, operated by Buzz Chandler, is an international leader
in the development and manufacture of compostable cups, lids, packaging,
and utensils. Te global market for earth friendly disposable products in the
cafes and in foodservice is rapidly expanding, says Buzz. Tis is a refection
of the level of consumer demand for better solutions to disposing of serving
items such as cups, lids, and to-go containers.
Moducup, who distributes the iconic Greek cofee cup, found throughout
New York City, is an example of a business that builds strong relationships.
Tey are still family-owned and depend on customer relationships. Because
were still small enough, we can print a lower quantity of cups for smaller
shops, says Moducups Dean Kalamaras. If we can help, we will!
Afer getting the basics for their business, to-go cups and basic C handle cups
that hold liquid, its picking the right specialty cups for in-store retail and
service, adds Mitch Bangert of Ofero.
Michelle Kafo from Snarky Sleeves explains that retailers want to choose a
sleeve to get customers talking about the product and returning to their shop
to purchase. Reusable sleeves are perfect for that function.
As for cup lids, customers defnitely realize the necessity but may not be
aware of their options. In his experience, David Pensak from Vaporiety fnds
that although retailers can name where they purchase their lids, they usually
do not know who made them. Lids are essential to keep the cofee from
spilling, as well as retaining the taste and aroma.

Reusable mugs continue to be popular and eco-friendly. Erez Toker from
Vessel Drinkware says that his company would like to see more people
using portable mugs, which is a customer-conscious way to stay sustainable.
Personal, portable mugs are distinctive and people like to have that personal
touch.
Dawn Miracle at Hot Straw says that hot-beverage straws have been
something that has been overlooked from both an environmental and a
health aspect for quite some time. A cost advantage of their products is that
they are re-useable. Being dishwasher safe, customers will not have to pay for
a new one each time they want to use a straw.
cont. on page 14
13
14
March 2013
Cofee Necessities
Quality is incredibly important to retailers.
Teir products are a refection of their business
and the image they portray to customers.
Choosing items that are well made from
quality materials, and are also available at an
afordable price, is important. Larger retailers
tend to look for the best price over quality and
smaller shop owners tend to look for quality
in products over the best price. Tis is due to
the fact that owners interact with customers on
an almost daily basis, whereas larger retailers
dont have the consistent face time.
Melissa Wallum of StyroChem says that foam
cups are the best value option on the market,
and their performance for insulation and strength cannot be beat.
Simply Lids ofers a two-piece lid that costs less than current two-piece lids
on the market.
Consumers have a choice in their purchases and they fnd the cost aligns
with the quality they are receiving. Higher end design of sleeves, cups, lids,
and mugs that use more eco-friendly materials are appearing in the beverage
industry. And to be eco-friendly and sustainable is very important.
Sustainability is a huge trend, and customers frequently look for recyclable
cups, sleeves, and lids, but these sustainable products are not always the
most cost efective for retailers. Te demand for environmentally friendly
products is defnitely here to stay, says Michelle Kafo of Snarky Sleeves.
Retailers need to be able to fnd a happy medium, which can get confusing
with so many size and material options when choosing between price and
sustainability. Tere is also a push for compostable food service products, but
there is unfortunately minimal infrastructure across the US for composting as
of yet.
Tere are many sustainable products out there. Here are just a few of those.
John Gillespie of GreenGood explains that solid food wastes, as well
as disposables, are major problems for landflls around the world.
GreenGoods compostable and recyclable products help to eliminate
waste. At GreenGood all their products with the it are made from 100%
biodegradable materials. Teir products are environmentally friendly,
disposable foodservice products.
Simply Lids uses materials that are sustainable, recyclable, reusable, and
have anti-microbial and anti-bacterial properties.
Consumers today are careful about spending, explains Tomas Perez of
Bodum, and instead of buying a less expensive product that will need to
be replaced repeatedly, they are looking to invest in quality merchandise.
Bodums products are reusable, which is a very sustainable way to curb
waste.
P&P International provides recyclable plastic packaging to the fresh-cut
produce, food service, bakery and deli industries.
Don Scherer of BriteVision says his companys investment in a
manufacturing plant that recycles almost all of its paper waste is a
keystone of their commitment to an industry focused on support of
environmental practices.
At Vu Lids, they use Virgin Polypropylene, a petroleum-based lid
that features some of the lowest carbon footprint of all materials being
used by cofee lid manufacturers. Also, at uVu, their lids are colored to
complement your brand.
Sunset Hills products can last for generations if used properly. All
reusable cofee mugs are eco-friendly because they eliminate the need for
disposables.
Many sleeves, cups, and mugs can be used as promotional material.
Companies are able to add logos, scratch & wins, QR codes, promotions,
coupons or use as collector items. Sleeve manufacturers, such as Java Jacket
and BriteVision, can be used to advertise, promote, or communicate on many
levels. Cups are also vehicles for advertising. Cup manufacturers such as
Pacifc Pulp Molding and StyroChem, and many others ofer custom printing,
as well as manufacturers of reusable containers from companies such as
Vessel, Sunset Hill, and others.
Retailers should never underestimate the power of their customers. You will
be surprised how much of a positive experience they will have when they
know their sleeves, cups, lids, or mugs are sustainable, attractive, accessible,
and dependable. Te more creative you are, the more customers will
appreciate the whole experience of your shop. Your audience will applaud
youand, more importantly, return for more.
15
16
March 2013
To Build a Mountain of Prots, Focus on the Big Rocks
by Greg Ubert Crimson Cup Cofee
A
fer working with independent cofee house owners for more than 20
years, Ive found that one consistent, major weakness is the lack of
focus on marketing. Many business owners neglect this vital function
because they dont know where to start, are put of by the perceived expense,
or are distracted by the thousands of small details involved in running a
successful enterprise. Yet marketing is one of what I call the big rocks. Te
term comes from a story attributed to time management guru Stephen Covey.
It starts with a business professor who takes out a big glass jar, flls it to the
top with fst-sized rocks and asks his students if the jar is full. Yes! they
answer. Not so fast, the professor cautions. He then takes out a previously
hidden container of small pebbles and pours them into the jar, flling the
spaces between the big rocks. He asks again if the jar is full. Tis time the
students respond, Probably not. Te professor then pulls out a bucket of
sand and dumps it into the jar. Te sand sifs into the spaces between the
pebbles. Tis time when he asks if the jar was full, the students all say, No!
Finally, he grabs a pitcher of water and flls the jar to the brim. Afer the
students agree that the jar fnally is full, he asks, What is the point of this
demonstration?
Tat you can always ft more into your life, says one of the students.
No, says the professor. If you dont put the big rocks in frst, youll never get
them in at all.
Marketing is one of the big rocks of running a cofee shop. If you dont put a
sound marketing program in place, you may never get to the other items on
your to do list because you may not have a shop for long. Fortunately,
efective cofee shop marketing doesnt require spending a lot of money. A
well-focused marketing plan that employs signage, grass roots strategies,
social media, events, and in-store promotions can deliver a growing stream of
customers without breaking the bank.
Here are some marketing tips that cofee house owners have used to turn
their big rocks into abundant profts.
Dont get stuck on your name. Many cofee shop owners spent hours fretting
about the name of their business, but its not a big rock. Just choose a name
that quickly communicates who and what you. Be sure to tack on Cofee
House or Cofee Bar to the title, because people are not going to stop their
cars to fnd out what your business is about. And do your research to make
sure the name hasnt been trademarked by anyone else before you invest in
signage or promotional materials.
Stake Your Claim. Prominent signage is as important as the name of the
shop. Again, make sure the words Cofee House, Cofee Bar or Cofee
Shop are displayed in very large letters. Steer clear of fancy, script fonts.
Potential customers arent going to circle around the block to take a second
look at a sign they cant read.
Make Your Menu Sell. Lay out your menu in a way that entices customers
to try your most popular and proftable drinks. As a general rule, consumers
read advertisements from top down and lef to right. Put your hot espresso
drinks at the top lef, iced and blended espresso drinks on the right.
Invest in a Website. Your website is your online storefront. Customers can
check it 24 hours a day for your business hours, specials and events. Web
platforms such as Wordpress make it easy to establish an inexpensive website
that can be updated regularly.
Grow Your Business with Grass-Roots Marketing. Te best form of
marketing doesnt take a lot of money. You have a community-based business,
so dont start with a radio spot or by placing ads in a city-wide paper.
People are not going to drive across town for a cup of cofee. Instead, hit the
pavement to meet other business owners and build relationships with local
schools and community organization. As your business grows, you may
become so busy that hitting the pavement loses its priority. Again, focus on
the big rocks and it will pay big dividends.
Strike a Partnership with Local Business Owners. Ask local business
owners for referrals, and then give them and their staf a $1 espresso-based
drink. Local restaurants, retail shops, salons and other businesses in the area
are good places to network.
Join the Chamber of Commerce. Become a member of your local Chamber
of Commerce and take advantage of the services they ofer, including
networking sessions and annual events. Tis is a great way to meet your
neighbors and get involved in the community.
Hold a Grand-Opening Event. Plan a grand opening about a week afer your
sof opening. Make some inexpensive signs and fiers inviting neighbors to
come in for great espresso-based drinks for $1. An espresso-based drink costs
about $1 to make, so youre not losing money by selling it for $1. Ask area
business neighbors if you can post signs or leave fiers with them, and leave
fiers at area homes.
Create Weekly Specials and Seasonal Promotions. Encourage your
customers to try something new with posters, counter mats, table tents and
other point-of-purchase materials featuring a picture of a delicious drink.
Tese point-of-purchase materials also usher in the holidays in a fun and
inviting way.
Activate Your Customer Base. Building relationships with your customers
encourages repeat sales and referrals the lifeblood of any small business.
Encourage customers to bring friends in for a buy one, get one free special.
Gather customer e-mails and send them regular news and specials.
Get Social. Starting a social media program is another inexpensive way to
engage with customers and prospects. With todays array of social networking
platforms, its easy to get overwhelmed, so start out slowly. Open only a
Facebook account or only a Twitter account. Once you have mastered that
account, branch out to others. Keep these things in mind as you set up your
social media program:
1. Make a plan. Know what you hope to achieve and how you will measure
results.
2. Be interactive. Listen to your customers, respond to their questions or
concerns, and ask for their opinions. Te more engaging you are, the
more likely people will be to visit your page, website, and ultimately, your
cofee house.
3. Be consistent. Social media is a long-term investment; you have to post
regularly to see the payof.
Celebrate Your Anniversary. Every year, celebrate your business anniversary
with a one-day special, such as $1 drinks.

We have just scratched the surface of the marketing big rocks in this column.
Next time, we will look at the real costs of shoe leather in grass roots
marketing campaigns.
Greg Ubert, founder and president of Crimson Cup
Cofee & Tea, has been roasting cofee in small
batches since 1991 and has taught hundreds of
business owners how to run successful independent
cofee houses. Te author of Seven Steps to Success
in the Specialty Cofee Industry can be reached at
greg@crimsoncup.com.
18
March 2013
T
his month we will be
focusing on Tip 2 in our
10 Tips to Jumpstart your
Caf series.
You are creating a new caf with
a wonderful menu, drinks, and
atmosphere. And, your goal is to
attract a high level of customer
trafc on a consistent basis. Before
you go too far with your project,
research and defne your customer.
Who is your ideal customer?
Knowing your ideal customer and
creating a personality or avatar
to design your caf experience
around, is a key element to caf
success.
How do you defne this unique
customer? And, afer you defne this customer, be ready to adjust your
concept to attract this customer?
If you are opening a new caf and do not have a location selected, look for
demographics that closely match your menu and vision. For instance, if your
mission and goals are to create a remarkable cup of cofee that your customer
will pay above the average price/cup, you will need to locate a demographic
population with enough density to support a caf with remarkable cofee.
If you are re-inventing your caf, re-look at your existing customers and
look at ways to attract new customers in the market. Learn about these
new customers through visits to other cafes, as well as, local demographic
research.
How do you research demographic and economic trends?
Te best way is a combination of sources. Data that you will want to gather
is generally located in Economic Profles for the City or County. Tis data
ranges from age, income, employers, vacancy, and design trends. Having a
customer that returns consistently and tells others about your caf is what
will make you a success in your region or city. Designing your retail caf
experience to attract this customer is the Business of Experience.
Melanie Corey-Ferrini is the founder of Dynamikspace (www.
dynamikspace.com). She has created the 10 Tips to Jumpstart
your Caf workbooks and speaks at industry conferences on how
to create a successful caf.
Be sure to visit our expanded version of this article on our
website: magazine.cofeetalk.com/march13-branding-tip/
A Masters in Cofee
Part 2
I
t has been a little over a month
now and I have been enjoying
everything from the food to
walking around the plazas at night.
Many of us from foreign countries
are learning to eat new foods, interact
with the new culture, and drink
authentic Italian espressos everyday.
At moments, I think some of us are
starting to miss home and our loved
ones. However, sometimes while I sit in class, I realize how grateful I am for
this opportunity. Not many people in our industry have the education we are
acquiring, or have the opportunity to leave their everyday life to learn about
what they love in a new country.
I am pretty sure that when I mentioned enrolling in a Masters in Cofee
Science and Economics, people immediately assumed that this would be a
relaxed fve month program consisting of heavy cofee dinking and learning
how to make lattes. However, it is quite the opposite (except maybe for the
heavy cofee drinking). Te classes are quite loaded in Science, Agronomy,
and Economics. In the frst month we have been immersed in intense classes
of Genetics, Botany and Physiology, Industrial Processing, International
Sourcing, Complex Systems Management, and Soil Chemistry.
As a class we have gotten to know each other much better and we have really
connected. I can say that I have met some incredibly kind and genuine
people here, and made some great friends. So far, one of my favorite parts
has been the interaction of various cultures in one place, and constantly
learning from one another. In class discussions, we learn about each others
countries and cofee practices; but outside the class, as we regularly interact,
we can actually experience a little of each others countries, traditions, and
individual characteristics. I have already learned so much simply by having
conversations with my classmates. On a daily basis, if discussing a topic, I am
able to hear the perspective from a classmate from the United States, as well
as hear the viewpoints from my classmates from Brazil or India. It is truly a
unique experience.
Even though we have had our share of fun since arriving to Italy, you can
defnitely feel the stress rising as we have started to have tests every week and
the material is accumulating. Having a degree in Business Administration,
I can tell you that the toughest day so far, was the frst soil chemistry class.
I was completely lost. Tankfully one of our classmates is a Chemist, and
already doing her P.H.D., which involves the research of a certain compound
in cofee, and she will help all of us that do not have a Chemistry background
to get prepared for the test (Tanks Elena!) My primary incentive for this
class is that this will be a basis for our other Agronomy classes that hopefully
will teach us how to understand soil analysis, and what nutrients to apply
to cofee plants in diferent situations. You never know, this might be useful
someday!
Almost everyday, we receive classes at the Ernesto Illy Foundation
establishment, which is right besides the IllyCaf headquarters. Just learning
at the premises of a respected company such as Illycaf is a great advantage,
but I will talk a little more about this next month. In case you did not get
a chance to read the frst part of this series you can check out CofeeTalks
February issue to learn more about this Masters in Cofee and how I got here.
And keep tuned for next months article as I continue to share a little more
about my experience here in Italy.
Ciao,
Ashley
Twitter @Ashleyprentice01
by Ashley Prentice
REVISION: FA
DATE: February 13, 2013
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CONTACT: Barbara MacDonald DATE REQUIRED: February 2013 LIVE AREA: 9.5x 13
Brand Culture Marketing & Promotions
14-5250 Satellite Drive, Mississauga, Ontario L4W 5G5
T: 905 361 0305 F: 905 629 9305
20
March 2013
Retailer / Roaster Profile:
Rocking with Kevin Brennan and his Rockn Joe
Rockn Joe Cofeehouse and Bistro
5 Eastman Street, Cranford, New Jersey 07016
(908) 276-4983
www.rocknjoe.net
franchise@rocknjoe.net
by Maxim Vershinin
T
oday we have the pleasure to speak with
Kevin Brennan, owner of Rockn Joe, an
awesome and successful cofee chain in
New Jersey. Lets get right to it:
V. Hi Kevin, thanks for being with us here
today. Please tell us, How did it all start
for you?
B. Hi Max! We are actually in our 20th year of
business now. Before I started this, I used to
manage a big supermarket, and it was a fantastic
retail experience to prepare me for this business.
However, at the same time, it was tremendously
stressful and I had to work a lot of hours. I
decided I needed to think of doing something
on my own, and I had a real passion to be an
entrepreneur. I was on vacation in San Diego
back in 1989 and that is probably when the
whole West Coast cofee scene really started to
take of and there were a bunch of cofee houses
around. Tere was one particular cofeehouse
there that I went in everyday and just thought
Wow! How great it would be to have a place
like this back on the East Coast.
To put it into perspective Starbucks didnt come
to the East Coast until 96, so there really werent any cofeehouses. So I
decided ok, it is novel enough, it looks simple enough and cofee is something
I really do love. Ten 1992 came and one morning Im in the shower and I
had that knot in my stomach that I always had before going to work, knowing
there was more work than there was time in the day and I decided, I cannot
do this a year from now. I have to change; I have to do something diferent. I
went back to the West Coast to do some research, came back here and started
looking for a location which I found in the early summer of 93 and by the
end of that same year we were open for business.

V. Why is your business called Rockn Joe?
B. Well, frst of all, I am a huge music fan and amateur musician. As the East
Coast cofee scene was gaining momentum, I knew that I would have to be
unique in order to stand out from everybody else. Te music theme here is
about giving our business a personality; it is really more of a background
kind of thing secondary to the cofee and the cofeehouse experience. We
dont do any live shows here - we have tried, but it doesnt really work. Tere
are people that drink cofee and there are people that go out to listen to live
music, and it actually is kind of rare that those are the same kind of people.
Since cofee is the economic driver of the business, that is who we need to
cater to. At the same we have a great mix of music playing all the time and the
walls are covered with Rockn Roll memorabilia, so that is kind of fun to look
at. And then we really play that whole rock theme into the cofee and all of
our cofee blends have a relationship with music; for example, our espresso is
called Black Dog espresso, so it is a little play on a Led Zeppelin song, and so
on.
V. It seems like younger kids are into a
diferent type of music nowadays. Does
your concentrating on classical rock hurt
your business in any way as far as your
younger customers?
B. I still am a huge music fan, so I go to way too
many shows and try to stay very current on the
music scene. So the music that we are playing
is a music that they are listening to, but we are
mixing it with a lot of classic stuf too. You know
what is really funny is that kids nowadays are
really digging into classic rock. A lot of high
school kids all of a sudden are into Jimi, the
Doors and the Beatles, for example. However,
our playlist is very up-to-date, so whatever else
they are listening to, we got it.
V. Do you roast your own cofee and if
not, who is your supplier?
B. We have a partnership with Dillanos in
Seattle. Im so happy with them; they are really
an awesome company! Tey work with us closely
to come up with the blends and the whole
approach to us is fantastic.
V. You are cofee business veteran. Dare
to share your secrets on how to be successful?
B. Sure, frst you start by being really passionate about the product that you
selling. It has got to start there. Ten second is something that took me a
while to learn - you have to run the business by the numbers and not just your
passion - maintain good bookkeeping, control your labor, and control food
costs. Te passion has to coexist with the logical side of the business. Ever
since the crash of the economy in 2008, average is over. You really have to be
great at what you are doing. You really have to do a good amount of volume
in order to make this a worthwhile business and the only way you can do this
is to be efcient. Keep moving people in and out fast because a person in the
morning is not going to wait 5 minutes for a cup of cofee. I still see that in a
lot of independent shops where they dont pay a lot of attention to operations.
Tey just cant get the volume that they need. Tat is a big thing.
And last, just follow the basics of good old school business practices. Saying
hello to your customers and engaging with them on a personal level goes a
long way toward making sure that they are going to come back day afer day
afer day. I focus all my energy on what is going on within the walls of this
store. Whenever I hear a business owner getting into a lot of marketing and
internet stuf, I just say Tey dont get it. Just put these old business practices
to work. Tey used to work before and they still work now.
21
22
March 2013
At Origin it Takes a Village
And a Mill, a Cofee Board, an Exporter, and..
W
hen thinking about cofee at origin, we think in terms of favor
profles, processing methods and price. But cofee at origin is
really about an industry made of people. Good people pulling
together can make a great product. Tis article explores the eforts in one
origin country, Kenya, to get the cofee to market and to us. Tey tend to
work together well as a team, and the result is, as expected an outstanding
selection of truly special cofees.
The Farmer and His Family
Meet Mr. Muchomba. He has had this cofee farm near Mt. Kenya for the last
few decades. He moved his family here when he was able to buy the farm.
He has 12 children and has managed to raise them with good values and an
appreciation for hard work. Mr. Muchomba knows that he has done better
than some of his neighbors because he studied about cofee, agronomy, and
understands that quality cofee will garner a higher price at market. He is
looked up to in his community as a leader.
He remains the head of the communitys
cofee cooperative even though he has tried
to retire. He knows that the community
needs him. His children have grown so he
hires a lot of the work done on the farm and
keeps a watchful eye.
Cooperatives
A strong cofee community has a strong
organization. In many of the communities
this is a cooperative where a member owns
a portion of the organizations profts based
directly on the production volume they bring
from their own farm. Most of the cofee
will be mixed together rather than held as
separate lots. To a Western observer, this may
seem a little unfair where people like Mr.
Muchomba whose cofee could be a lot more proftable by itself is mixed with
all of his neighbors cofee to raise its overall value for the community. But
values are a little diferent because the needs of the village outweigh the needs
of any one individual farmer.
Cooperatives have additional responsibilities other than just collecting
and processing cherries. One of the most important roles is the sharing of
information on best practices for everything from seedling selection, pruning,
selective picking and processing techniques. Another responsibility is fnding
buyers for the cofee. In Kenya this is done through the cofee auction. Te
path to the cofee auction can be tricky so help is needed from other entities.
Cofee Traders Association of Kenya
Tis group was formed by its members to assist the traders to build
connections with cooperatives and to assist in the education of its members
on how to deal with the diferent lots that are being brought forth from the
felds. It is also a group that does some marketing to the consuming world
that wants to build better relationships in Kenya with the various exporters.
One of Mr. Muchombas sons went of to college and found himself back in
cofee, but not at the farm. He now works in Nairobi as the Executive Director
of the Kenya Cofee Traders Association. He takes his role extremely seriously
because he knows that his eforts will build a stronger cofee supply from
Kenya, and, by default, help his family achieve even more money for their
lots. One way he helps cooperatives is building relationships between the
farmers / cooperatives and the agents that can get their cofee into the Kenya
Cofee Auction.
Marketing Agents
Tis person does not own any cofee to buy or to sell. Teir function is to
be the eyes and ears for their clients, the farmers, to know when to put their
cofee onto the auction platform. Tey watch supply and demand and can
suggest what price can be expected for the various grades of cofee. In the end
the decision is up to the farmers themselves as to when to send the cofee, but
a good marketing agent will work to get the highest price for their client.
Government Auction
Cofee sold from Kenya comes through a weekly auction in Nairobi.
Marketing Agents bring the lot information to the auction. Samples are
provided to exporters who might be interested. Tey have the opportunity to
evaluate the cofee on behalf of the auction (and for themselves) to help the
cofee realize a quality level when it is submitted to the auction. Information
is shared among the limited number of exporters.
Te auction is an electronic version of the
open outcry auction. It is held in a room, but
the participants have computer screens and
bid electronically. Te cooperatives, through
the marketing agents, have set a foor price
for the lots that the cofee will not sell below.
Tis is a very strategic price and a good
Marketing Agent will know both when to put
the cofee into the auction and what the best
foor price should be to get the highest fnal
price.
Exporters
Exporters at the auction bid on lots that
they know a little bit about. Tey have tasted
the cofee, know how much is available and
where the cofee is coming from. Tey also
know what orders they need to fll for their clients and go into the auction
searching for the right mix of lots. Now they have to bid against the other
exporters for the lots they need. Tis mechanism creates an even playing feld
for the Kenya cofee industry as it favors quality and is very transparent.
Cofee Research Foundation
In an efort to keep the quality of cofee high in Kenya, tax money is used to
fund the Cofee Research Foundation. It is here that for decades research has
been done on plant husbandry, pest eradication, disease control and process
improvement. Tey share this information with anyone and everyone in an
efort to increase quality, stability and health of the cofee crop.
African Fine Cofee Association
AFCA acts as marketing and promotion for African cofees. It also helps
spread some best practices throughout the continent. For Kenya they assist by
helping to supply experts from the outside world and share information. Tis
is done in cooperation with both Kenyan government agencies as well as with
groups such as USAID.
In the end, it takes a village to increase the value of cofee for Kenya. One of
the most signifcant reasons that Mr. Muchomba can provide for his family
and help his community is because his actual village is worldwide. Te entire
world village also wants him to be successful because if he is, we will continue
to get great cofee from Kenya.
Rocky can be reached at rocky@INTLcofeeConsulting.com
by Rocky Rhodes
Photo by Trish Rothgeb
23
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24
March 2013
The Caf Femenino Foundation Story
T
he Caf Femenino Foundation was frst conceived in 2004 through
the inspiration of a group of women in Peru who decided to change
their situation in life and create their own organization and their own
cofee product. Women in most cofee communities throughout the world
have no rights, they are uneducated, they are poor, and live in isolated rural
communities. Without rights, living in poverty and isolation, women are
ofen abused, and they have no voice in their family. So the Caf Femenino
Foundation was created to beneft women and their families in cofee
communities around the world.
Te foundation was licensed by the IRS as a 501(c)(3) in December 2004. A
week later, the tsunami hit in Sumatra, so the frst thing the foundation did
was work to raise funds to help the victims in the rural cofee communities
in Aceh, Sumatra. Funds went directly to cofee cooperatives that used the
funds to purchase water, rice, and funeral cloths for those who lost their lives.
Since that time, the foundation has funded grants in Kenya, Rwanda, Peru,
Bolivia, Colombia, Mexico, Nicaragua, Guatemala, Dominican Republic, and
Haiti. Te foundation works to raise funds to be able to fund grants that are
received directly from cofee organizations in all these countries. Te door is
open to hear the needs of these impoverished small producers. Te requests
are as varied as the countries they live in. Over the years, the foundation has
funded grants for health training programs, sanitation, cancer screenings,
schools, libraries, water projects, school books, food security that involves,
animal breeding programs, quinoa production, community gardens, and
canning. Te foundation has funded income diversifcation such as weaving,
embroidery, roasting and selling their own cofee, micro-lending programs,
candy production, and fruit tree production. Te Caf Femenino Foundation
listens to the needs of these small producers and is open to funding all types
of aid projects. Te funds are generally overseen by the cofee organizations
themselves or by local NGOs. Construction projects such as schools
or irrigation projects are done by the producers and the communities
themselves keeping project cost to a minimum and allowing the foundation
to accomplish a great deal with the smallest cost possible.
Te Caf Femenino Foundation is an all-volunteer organization. Funds
come from donations and fundraising by companies and individuals working
within the cofee industry. Other organizations such as churches and
Soroptimists have also been donors to the foundation. Cofee Fest, which
puts on several regional trade shows each year, graciously donates show foor
space in every show to enable the foundation hold a Bid for Hope Silent
Auction to help raise funds. All items in this auction are donated by the
companies that are exhibitors at each of the show. Tis year, for the frst time,
the Specialty Cofee Association of America (SCAA) is also donating show
foor space to hold the Call to Auction silent auction to help support the
Caf Femenino Foundation. All volunteers in the foundation even pay their
own way to each of the trade shows. So the only money that the foundation
spends is for marketing, allowing the foundation to be able to donate most
of the funds to fund the many grant requests that come into the foundation
every year.
Te reward for all the work that the foundation does every year to help
these poverty stricken communities comes directly from these communities
when we can see a home that now has clean running water or a child that
now can speak because he had clef pallet surgery through the relationship
the foundation maintains with the Faces Foundation, located in Portland,
Oregon. We have seen the level of poverty improve, and weve seen cultural
changes where women are now being respected because the woman now is
able to generate her own income. Girls go to school where once they did
not. A community where all children failed school because of a lack of any
resources or books now has its own library and a trained librarian is there to
help the children learn. So many wonderful things are happening in so many
countries due to the work of the Caf Femenino Foundation. But there are
still so many families around the world that need help; there is still so much
work to do. We hope the cofee industry will continue to help and support
the work of the Caf Femenino Foundation.
by Marilyn Dryke, Executive Director
26
March 2013
Please Make Sure to Visit these NCA Exhibitors
NCA Sponsors
American Packaging Table #8
515-733-1407 www.ampkcorp.com
American Packaging is a fexible packaging converter
specializing in 10-color Flexographic and Rotogravure
printing, multi-ply Extrusion and Adhesive laminated
specifcations for rollstock, lidding, and preformed pouch
applications.
Avery Dennison Table #10
440-878-7341 www.averydennison.com
Avery Dennison Designed and Engineered
Solutions introduce a new patented one-way
cofee valve ofering better adhesion and leak
resistance versus conventional rigid cofee
degassing valves.
Buhler Sortex Table #33
209-983-8400 www.buhlergroup.com
Bhler SORTEX advanced, high precision
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processors demanding the highest standards of
product quality and food safety.
Cimbali USA Table #20
203-254-6046 www.cimbali.us
Celebrating 100 years of excellence, Cimbali has become an
ambassador of espresso Cofee Culture world-wide. Gruppo
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Cofee Board of India Table #40
011 - 91-87-2225557 www.indiacofee.org
Cofee Board, as nodal agency for cofee sector in India, is
the friend, philosopher and guide and carries out Research,
Extension & Development, Quality Control, Market
Development and Promotion of Cofee.
See our ad on page 33
CofeeNetwork.com Table #38
305-808-9868 www.cofeenetwork.com
CofeeNetwork provides in-depth commentary
from the leading experts, breaking news, key
weather information, real time prices for all
futures markets and charting with technical analysis tools.
See our ad on page 37
CofeeTalk & the Daily Dose Table #3
877-426-6410 www.cofeetalk.com
Bible of the industry since 1994. Free subscriptions
for all industry professionals.
Dreampak Table #37
703-751-3512 www.dreampak.com
DreamPak is a leading innovator of single-serve
liquid cofee concentrates. Our patent-pending
DreamBrew technology delivers shelf-stable,
preservative-free cofee in various packaging formats.
DTN Table #11
952-882-4337 www.telvent.com
DTN is a global, industry-leading provider of trading tools
and information for clients focused on trading of commodity
futures and options. www.dtn.com/trading
Espresso Supply Table #7
206-388-1751 www.espressosupply.com
Espresso Supply is a highly respected smallwares supplier
serving the specialty cofee industry. From cafes to corporate
programs, our customers rely on our broad product mix
to improve their cofee quality, operations and customer
satisfaction.
Eximware Table #2
914-909-5264 www.eximware.com
EximWare, Inc. (eximware.com) is a leading
provider of internet-based commodity trade,
risk management, certifcation and traceability
sofware serving global cofee importers, exporters,
processors, traders and sustainability agencies.
Flavorchem Table #21
630-620-9724 www.avorchem.com
Flavorchem Corporation specializes in creating and
manufacturing favor and color solutions for food
and beverages. Flavorchem will showcase the latest
in cofee favors and concentrates.
Fres-co System USA Inc. Table #36
215-721-4600 www.fresco.com
Supplying Customers with pre-made bags,
custom-printed rollstock, degassing valves,
packaging machinery, pod equipment and service.
Fres-co System USA has been the cofee industrys
packaging expert for over 30 years.
See our ad on page 6
Green Good USA (SMD Trading Co) Table #22
949-552-0405 www.greengood.com
SMD Trading Co. dba GreenGood USA ofers Single-Wall,
Double-Wall and Triple-Wall PE and Bio Paper Hot Cups;
PET, PP, Ingeo PLA and Double-Poly Cold Cups; and other
disposable food service products.
See our ad on page 21
Grounds for Health Table #14
802-241-4146 www.groundsforhealth.org
Since 1996, Grounds for Health has helped establish
sustainable cervical cancer prevention programs in
cofee producing countries where cervical cancer,
though preventable, remains the #1 cause of cancer
death for women for lack of access to care.
See our ad on page 37, 38
Hermann Ultrasonics Table #32
630-606-1626 www.herrmannultrasonics.com
Herrmann Ultrasonics PACKAGING division
ofers packaging sealing solutions that utilize
Ultrasonics to create hermetic seals in bags,
pouches, blisters and spouts, with a focus on high throughput and
supports sustainability initiatives.
Innovia Films Table #25
770-818-3022 www.innovialms.com
Innovia Films is a leading producer of fexible
packaging including NatureFlex, an award-
winning line of renewable, compostable flms
that are very well-suited for cofee, tea and a
variety of applications.
Loring SmartRoast Table #4
707-526-7215 www.smartroaster.com
Loring roasters utilize cutting edge technology,
the exclusive Flavor-Lock Roast Process, and
intelligent controls to consistently produce
the favor you want roast afer roast while
dramatically reducing energy and maintenance
costs and greenhouse gas emissions.
See our ad on page 3
Pacic Bag Table #16
800-562-2244 www.pacicbag.com
PBi has been a packaging resource to specialty cofee for
over 25 years with quality product, outstanding service, and
continued commitment to the cofee industry.
Plitek Table #12
847-827-6680 www.plitek.com
PLITEK manufactures PLI-VALV one-way
degassing valves and valve applicators. Our
patented valves and valve applicators are the most
efcient, reliable, and cost efective solution for
degassing freshly roasted cofee in its packaging.
Pod Pack International Table #9
225-752-1160 www.podpack.com
Pod Pack International strives to be the most innovative
manufacturer and distributor of single cup brewing
solutions for hotels, ofces, restaurants, and homes.
See our ad on page 29
Portco / WIPF AG Table #31
503-791-6862 www.portco.com
WIPF Wipf AG develops and produces one-way
degassing valves. State-of-the art infrastructure makes
it possible to develop innovative and cost-efective
valves for the cofee market. Portco Packaging prints
and laminates fexible packaging. Recent investments new technology
keep us ahead of the curve on packaging innovation for the cofee
industry.
Printpack Inc. Table #23
404-460-7327 www.printpack.com
Founded in 1956 and headquartered in
Atlanta, GA, USA, Printpack is a privately-held
manufacturer of fexible and specialty rigid
packaging. Employing 4,220 associates worldwide, the company operates
28 manufacturing facilities in the United States, Mexico, the United
Kingdom, Poland and China.
Roastar Table #34
866-576-7247 www.roastar.com
Roastar is the cofee industrys frst and only
manufacturer focused on quick turn, short run
cofee packaging. Based in Wisconsin, Roastar
utilizes digital print technology to produce fully
customized cofee packaging in just 7 days.
Sintercaf Table #30
011-506-2231-3528 www.sintercafe.com
SINTERCAFE: annual event known worldwide; involves
both producers and consumers. Costa Rica becomes the
meeting place for key decision makers from the most
important cofee companies in the world.
Sonoco Table #39
843-383-7343 www.sonoco.com
Founded in 1899, Sonoco today serves many of the worlds
largest consumer and industrial products companies with
packaging and services including rigid paper and plastic
containers, printed fexible packaging, ends and closures
as well as point-of-purchase displays and supply chain
management.
Tea & Cofee Trade Journal Table #27
347-730-5194 www.teaandcofee.net
Published 12 times per year, since 1901, Tea &
Cofee Trade Journal has been reporting on all
aspects of the worldwide cofee and tea industries, from seed to cup.
TranPak Inc. Table #13
800-827-2474 www.tranpak.com
TranPak specializes in stocking the broadest selection
of Plastic Pallets for Roasting Operations, Hopper
Bins for Bean Processing and Plastic Pallets for
Distribution.
Ultra Flex Packaging Table #26
718-272-9100 www.ultraex.com
Ultra Flex Packaging Corporation are suppliers of fexible
packaging for the cofee industry. Specializing in high
barrier foil and non-foil structures. Can provide quick
turnarounds. Printing capabilities of up to 10 colors
Upshot by LBP Table #24
708-329-1505 www.upshotsolution.com
LBP Manufacturing, Inc., a leader in packaging technology, recently
launched the UpShot Solution eco-friendly, single-
serve flters compatible with Keurig/other brewers.
Vicam
Table #19
508-482-3140 www.vicam.com
VICAM, A Waters Business, is dedicated to developing USDA and
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of mycotoxins. Trusted in over 100 countries
and supported by world class customer service,
VICAM products are designed for real world testing
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LORING
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27
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Unlocking Capital: A Double Shot
28
March 2013
by Lisa Lindgren and Gina Manis-Anderson
T
hink you cant aford to increase your corporate philanthropic
involvement and cause marketing? Maybe you cant
aford not to. Corporate Social Responsibility, or
CSR, is more than just a feel-good trend: its a smart
business strategy, as well. And these days, there
are a variety of tools that can help make your
CSR eforts more afordable and more efective
sometimes without costing you a cent
allowing your savings to fuel your giving.
87% of your customers want you to
give back.
Giving back to the community is not
a new concept for most companies.
Altruistic and forward-thinking
organizations have been supporting
community and non-proft causes for over
a century. What is new is the importance
of that support to both employees and
customers.
Customers want to know you are looking at more
than profts when you run your business. In fact,
according to the 2012 Goodpurpose Study by Edelman
Inc., 87% of consumers expect companies to give the interests
of society equal weight to business concerns. And they will put their
money behind that belief: 73% of consumers are willing to switch from one
brand to another brand that is about the same in price and quality, if the
other brand is associated with a good cause. Furthermore, 71% are willing
to promote a brand associated with a cause they support, and 72% will
recommend that brand to others.
Its not just your customers who want you to do good: your employees are
looking for a socially responsible workplace. According to a 2010 study by
the Kenexa Research Institute, employees who see their company investing
in a successful CSR campaign are more than three times more likely to
positively rate their pride in the organization, willingness to recommend it as
a place to work, and overall satisfaction. Since it is these inside stakeholders
who can truly create a company that fourishes, a successful CSR campaign
will pay for itself in terms of increased productivity, retention, and a positive
corporate culture.
CSR can help you outperform competitors.
Tere is proof that a successfully run CSR campaign translates to your
bottom line. Te Good Company Index (http://www.goodcompanyindex.
com/) ranks the Fortune 100 companies based on each ones actions with
respect to their employers, customers, and as a steward of the community and
environment. Tey each are assigned a Good Company grade, from A to F.
In the 24 months afer the index was created, companies that earned a full
letter grade or higher than their industry peers on the index in other words,
those that behaved better outperformed those competitors by an average
of 30 percentage points. A 30% advantage for doing something that makes
everyone feel good is a pretty compelling reason to make sure your CSR
program is the best it can be.
Why cause marketing matters.
Championing a cause is just part of the equation. Its equally important to
educate your current and potential customers about your eforts in a clear
way. According to the 2011 Cone/Echo Global CR Study, 93% percent of
consumers want to know how companies are working to improve the world,
but 71% say they are confused by the message companies use to convey their
eforts.
Your company may already be running a CSR program through
local partnerships, giving campaigns or employee service
programs, but unless you are advertising that support
in an easily understandable way, consumers may
not know about it. When you use your marketing
dollars to highlight your patronage of a cause,
you arent just tooting your own horn. You
are also raising awareness of the cause itself,
which is another signifcant way to support
it.
Finding Savings to Fuel Giving
Of course, all this takes capital, which
is precious even when the economy is
booming. Luckily, there are experts out
there who can help you fnd places to
save even where you thought you were
running as lean as possible. An audit of
your shipping costs may uncover a way to
negotiate better rates with your carriers, or a
review of insurance costs may point to a more
afordable solution for your business. By hiring an
outside consultant to look for hidden capital, you can
free up money to spend on CSR and cause marketing.
Most of these consultants work on a contingency basis, taking
their fees only from savings they fnd for you. In other words, theres
no down side for your company.
Tracking CSR efectiveness
You can also save money by investing in new sofware tools which allow your
employees to easily measure your CSR programs impact, translating raw data
into powerful stories. Are you like most companies, tracking your program
and reporting goals using Excel, Access and e-mail? While these were
cutting edge technology not long ago, they are now antiquated, cumbersome
and time-consuming tools compared to what is available in 2013. New
cloud-based technologies that allow ubiquitous access and powerful data
organizing capabilities are revolutionizing all areas of company operations.
Just as business management solutions for manufacturing or sales have
revolutionized the way you make decisions, CSR programs beneft greatly
from these efciencies. Not only will you have clear metrics to gage your CSR
eforts, you free your employees from the work of collecting the data from
multiple spreadsheets and emails. Instead of crunching the numbers and
fguring out what they mean and how to communicate the impact of your
CSR eforts, employees can be setting new goals and working towards them.
No excuses
So if its going to win you customers, energize your employees, and improve
your bottom line, why isnt your CSR program in high gear? If your answer
has always been that you dont have the money, thats no longer good enough.
An efective, efcient CSR program will increase your bottom line, and the
tools to make it succeed will provide the savings to accelerate your giving.
Gina Manis-Anderson, owner of Savii Group, uses her cost savings expertise to
help companies free up capital to fund the programs that really matter. Learn
more at www.saviigroup.com.
Lisa Lindgren, co-founder of CofeeCares, helps companies, large and small,
optimize the benefts of their CSR program by providing a simple sofware tool
for charitable giving and reporting. Contact her at lisa@tracktheimpact.com.
29
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MARCH
CR-350
30
March 2013
A Travelers Cautionary Tale
by Erez Toker, Vessel Drinkware
L
ooking back now I fnd it both dark and humorous that the day afer
I turned in my last CofeeTalk editorial I would fnd a new topic for a
CofeeTalk editorial- Travel Insurance.
As a frequent traveler, I like to think of myself as pretty well prepared for a
myriad of situations just in case sh@t happens along the way; especially when
I travel abroad. Ive been known to pack a few seemingly goofy extras along
like water purifcation tabs (hurricanes happen on the island of Hispaniola
and in Cancun), a compass (you never know), and an external phone battery
(would hate to need it and not have it). My traveling companions have come
to count on me to bring along a small pharmacy including dehydration
tabs, Imodium, and for my wife and I, we are sure to pack a dose of antibiotics
in the event of travelers diarrhea. I probably get the most fack for the fact
that my frst stop is always the cellular store to get a local SIM card... Yeah, Ill
never live that one down- but it comes in handy every now and again.
Which leads me to my story: On the fateful day of 12/12/12, I was visiting
with my wifes family having a good time. Tis particular day for whatever
reason we ended up at a mall. While the family sits down to lunch, Im
franticly making calls to get our primary travel credit card working again
turns out it was a communication problem between the Philippine BDO bank
and ours. I fnished up about the time that everyone was fnishing lunch. I
sat down and practically inhaled my lunch as to not hold up everyone. At one
point, I literally choked on my food, and forced it down with a healthy gulp of
water... that may have been my frst mistake.
Several hours later, we are about 1.5 hours outside of Manila back in the
village where my father-in-law grew up as a boy hanging out with our
awesome, fun, extended family. Its about that time that I turned to my wife,
Nancy, and let her know Im really not feeling well.
A few minutes later I pass out. Over the next hour or two Im slipping in
and out of consciousness. Im severely dehydrated which strikes me as odd
because dehydration is my primary concern when traveling and I am mindful
to drink a lot. As time passes things go from bad to worse and Ive lost all
strength. I cant support myself on my own; I pass out if I sit up for more than
a minute or two. Nancy helps me to the restroom and thats where all hell
breaks loose. Its like a scene out of a horror movie. I know well enough to
know that I was in bad shape before, but using the trash can in the corner that
was full of my blood as a gauge, I knew I was in bad shape and frankly I was
scared. I vividly recall turning to our godson Lloyd, a nurse, and asking Am
I going to be ok?
Te next thing I know Nancy, Lloyd and I are passengers in a car whirling
down the rural roads piloted by Ron, the glue of our cousins, headed for the
provincial hospital about 15 minutes away. For a moment, I feel like once the
devil inside was released, I started feeling better... but now Ive lost so much
blood that upright isnt even an option. Ive gotta stay fat.
Afer a barrage of questions, the doctor treating me at the provincial hospital
fnally agreed to administer oxygen, IV, took blood to check my counts
all without gloves (they didnt have any... I asked). She recommended that
I be admitted to the ICU immediately. Tere I would undergo a blood
transfusion, but no family or guests were allowed there. I would be separated
from my family. Tis sounds wrong to me and visions start running through
my head. I wonder about the ages of the people about to receive my kidneys,
liver, and retinas... charge more for the retinas, I was lucky to get my moms
eyes. Te nurses bring over a gown and a diaper and start undressing me, I
order them to stop. I turn to Lloyd in disbelief and ask there must be a better
place than this, isnt there? Tere is, but it is over an hour away. Meanwhile,
Nancy was on the phone with my sister who got our family doctor on the
phone (yay SIM card). He recommends that we get to one of the main
hospitals in Manila, provided that I can remain stable for the transport. He
made it clear that with major blood loss the challenge would be to keep me
alive along the way. Teres no Ambulance, no 911, just us- as far as we know.
Next thing I know the IV fuids are dangling from a hanger swaying back and
forth connected to the rear passenger roof handle, Im laid across Nancys lap-
legs up against the other side of the SUV and Ron is dodging Jeepneys, trikes,
dogs, and mopeds on the way to Asian hospital, Manila.
We pulled the entire family together and we found a few family members
which are the same blood type as me. Tey all donated blood and the
bloodbank held it in my name, just in case.
Ive always been a realist. I make a brief call to my middle sister just to tell
her I love her and to let our folks and oldest sister know whats going on. I
email my best friend, just in case and concentrate on keeping my eyes open.
We checked in to the ER, I asked Nancy to call my sister, our family doctor
and Amex Travel Medical Insurance. Te hospital ran tests, blood counts
really low, borderline for a transfusion by my U.S. docs standard. We set up
an AM endoscopy. Nancy is on the phone with Amex. Teir frst question:
Do you want us to arrange an airlif to get you out of there? It was good to
know we had them there for us just in case.
Te care at Asian Hospital was good. Te doc there kept trying to push
a blood transfusion but I recall reading that 20% of the blood donated in
the Philippines is infected with HIV even though they use the Red Cross
standard. We kept my primary care physician in the loop the whole time and
he kept tabs on my blood counts.
Once I was released, Amex helped arrange for in-fight oxygen with the
airline in the event that my blood counts were too low to fy without.
Personally, my experience with them was great. I cant speak for any other
situations, just my own.
I got lucky. I am so grateful and appreciative for our family that took such
great care looking out for me. If not for them, I may not have been so lucky.
Tis experience made me realize that when I/we travel, although I prepare for
some common and predictable situations, I need to do more. Going forward
I will research the names and numbers for the good local hospitals when
traveling internationally. Always make sure your cell phone works and allows
you to make local calls when traveling internationally.
As for travel insurance, Ive become a believer. Personally afer reviewing the
several diferent types of medical/trip/travel insurances they ofer, I opted
for their American Express Travel Medical Protection. In my opinion, it is
seriously worth considering your travel insurance options when you travel.
If I was traveling alone or just with my wife on this trip my frst phone call
would have been to American Express. I never thought that I would end up
in a situation like the one I described. If sharing my experience helps just one
person in a bad situation, it would make sharing this story worthwhile.
31
32
March 2013
NewsBites
Traveler Zita by num
A rocking innovation:
fnums multifunctional
TRAVELER ZITA, is a
double-walled tumbler
for cold and hot drinks. It
includes the world-wide
patented Tea Control
Kit (as well as further
pending patents), avoiding the poor tea and over
packaged tea bags. By simply screwing the lid on
the tumbler the tea is trapped, thereby containing
the brewing of the tea and keeping its taste
uncompromised. TRAVELER ZITAs exceptional
and appealing look is largely owed to its lid, which
resembles a tea cup. Tis durable and elegant
tumbler is made from BpA-free Tritan (FDA
approved material). Its brand new Corkmec
closes the spout with a silicone cork. As a result,
tea leaves can be re-brewed just by adding hot
water! Delicious tea is now made to everyones
personal taste and the waste of over packaged tea
bags is avoided. For more information visit
www.fnum.com
Follett Ice Machines Awarded The Energy
Star
Follett Corporation is
pleased to announce
that all Horizon self-
contained air-cooled
ice machines are now
ENERGY STAR
qualifed. In addition,
single phase remote condensing units of the 1000,
1400, and 1650 series models are qualifed. Tis
represents the broadest ofering of extruded ice
machines in the industry that have been awarded
the ENERGY STAR. Follett ice machines have
led the industry in energy and water efciency
through advanced technology. Horizon ice
machines utilize an industry-exclusive aluminum
bronze evaporator thats twice as conductive as
stainless steel. Te unique horizontal evaporator
design reduces the load on the gear motor. With
continuous ice production, the cycle is never
reversed for ice removal like cube icemakers,
and it uses 40% less water than comparable
cubers. Founded in 1948, Follett Corporation is
a leading manufacturer of ice-related equipment,
including ice machines, ice storage and transport
equipment, ice and beverage, ice and water
dispensing equipment and medical grade
refrigeration equipment for foodservice and
healthcare markets worldwide.
Don Franciscos Cofee Launches Family
Reserve Single-Serve Cofees
Don Franciscos Cofee, one of the
top 10 national leading cofee retail
brands, today announced the launch
of Don Franciscos Family Reserve
Single-Serve Cofees. Don Franciscos Family
Reserve Single-Serve Cofees come in four of
the top-selling favors and are currently available
in 12-count packs. Te company places great
emphasis on quality cofee and only uses 100%
Arabica cofee, which requires the right climate,
elevation and care to grow. For Don Franciscos
Family Reserve Single-Serve Cofees, we adjusted
the roast and grind to allow the proper favor
extraction for a faster brew cycle. For more
information on Don Franciscos Single-Serve
Cofees visit Facebook.com/DonFranciscos, or go
to www.donfranciscos.com.
Correction: Scott Reed Joins Walker
Cofee Trading
Te wrong phone number was
given for Scott Reed in the
February issue. His correct
phone number is 504-284-
0558. Walker Cofee is proud to
welcome Scott Reed as a member
to its team. Scott will work from
his home/ofce in New Orleans
and can be contacted there on
his cell phone 504-284-0558 or
by e-mail; scott@walkercofee.com.
LBP introduces new
to-go container
LBP Manufacturing, Inc.
introduces Twin LockTM
gusseted containers,
engineered to meet
operators packaging
needs for both cold
and warm food storage.
Providing superior functionality, these takeout
solutions optimize the consumer experience with
integrated locks that ensure a tight closure and
built-in, push-to-open vents that preserve food
integrity. Our portfolio includes a range of sizes
and 3 colors, allowing for fexible menu planning
and helping operators build up their brands
within the emerging takeout category. For more
information, please visit www.lbpmfg.com.
Kerry Adds Big Train To Its Line Of
Beverage Brands
Kerry has announced the
acquisition of Big Train, a
specialty beverage company.
Based in Lake Forest, Calif., Big
Train joins a host of elite brands
including DaVinci Gourmet
syrups and sauces, Jet smoothies and frozen
beverage mixes, Cafe D Amore premium dry
beverage mixes, and Oregon Chai chai tea latte
mixes which are all committed to delivering the
highest quality products and customer service
in the industry. Te acquisition was born out of
our desire to enhance the customer experience.
Te addition of Big Train signifcantly expands
our beverage product solutions, manufacturing
expertise and global reach. Big Train is a strong
brand with an unparalleled commitment to
customer satisfaction. We are committed to
strengthening that reputation under the Kerry
umbrella. - Corrie Byron, Vice President of
Brands for Kerry. For more information, visit
www.mydrinkworks.com or www.bigtrain.com.
ShopKeep POS and LevelUp Launch
Integrated Mobile Loyalty Platform for
iPad POS
ShopKeep POS, the fastest growing iPad point of
sale solution for small businesses, and LevelUp, a
leader in mobile loyalty payments, have launched
an integrated solution that lets a merchant process
mobile payments and build loyalty right from the
stores POS system.
With this new integration, merchants can now
ring up sales and accept LevelUp payments
right from their ShopKeep POS iPad register
without switching devices. ShopKeep POS
consolidates the LevelUp transactions with all
other transaction information into one simple
report that can be accessed anywhere. Merchants
beneft from LevelUps 0% payment processing
fees, and can participate in loyalty programs to
retain customers. To learn more about accepting
LevelUp on ShopKeep POS, visit
http://www.shopkeep.com/levelup.
Cofee Fest Welcomes Newest
Sponsorship Partner
Cofee Fest is pleased to welcome its newest
sponsorship partner, ShopKeep POS at the
upcoming New York show. ShopKeep POS, the
leading iPad POS system for small and medium
businesses, will now
interact with show
attendees on each
of these levels. On
the exhibition foor
attendees are invited
to see ShopKeep POS
innovations by visiting them at booth #1109 in
Hall E. Jason Richelson, the CEO and Founder
of ShopKeep POS is presenting an educational
program at Cofee Fest New York on Friday
morning titled Running your Cofee Shop
with your Head in the Clouds. To top all of
that ShopKeep POS has partnered with Cofee
Fest to present the Opening Night Reception at
Heartland Brewery, Port Authority location.
White Cofee Introduces Castle Cofee
Blends
White Cofee Corporation of Long Island, NY
is introducing a new cofee line inspired by TVs
hottest crime drama, ABC-TVs Castle. Te new
cofee line, Castle Cofee Blends, is available
now for ordering, directly through White Cofee
Corporation. Te three new varieties of Castle
Cofee Blends include Morning is Murder,
a bold Colombian roast that is favorful and
ruggedly handsome, like the main character,
Richard Castle. Writers Roast is a dark, French
roast; a dramatic potboiler of impeccable taste
and Brewing Storm is a lighter bodied cofee
with a seductively rich, dangerously smooth
taste of cinnamon. To place an order, or for more
information, please contact (800) 221-0140.
34
March 2013
Weldon Tea/Water Flavorings Back Again
to Cool Of this Summer!
Weldon Flavorings is
once again ofering its
Innovative, Natural and
Unsweetened favorings
for your Iced Tea and
Water program. With
Spring and Summer just
around the corner Cofee
and Tea shops can ofer
their customers great tasting Iced Tea and Water
in six diferent favors. Your customers can enjoy
wonderfully refreshing Flavored Iced Tea or
Water. Tese unique Flavorings are Natural and
contain no added sugar or artifcial sweeteners.
Weldons concentrated Tea and Water Flavorings
add pure liquid favor. Tey now come in 6
favors: Blueberry, Guava Passion Fruit Mango,
Mint, Raspberry, Mango Orange Passion Fruit,
and Peach. Tey can be purchased individually
or with an attractive counter caddy, Te Weldon
Gourmet Flavor Station, to hold your customers
three favorite favors. Te pre-measured pump
dispensing system allows for quick and accurate
favoring. Just add 1 pump to each 4 oz. of
beverage. Te 4 oz bottle favors approximately 59
sixteen oz. cups of iced tea or water. Tey are also
available in 16 oz bottles for reflling or favoring
larger quantities. Weldon Tea/Water Flavorings
can be purchased online at
www.WeldonFlavorings.com.
New Blendtec Stealth Blender Sees
Success In Commercial Settings
In 2012 Blendtec released its new Stealth blender
to a limited number of test operations, declaring
the Stealth as the quietest, most advanced
commercial blender anywhere. Afer months
of real-world operation and testing, Blendtec is
pleased to announce that the Stealth has met or
exceeded every expectation and is now available
for full-scale distribution. Te new blender ,
which will be on display at industry trade shows
such as the NAFEM Show in Orlando, FL, gives
foodservice professionals the best of both worlds:
the strongest, most versatile blender on the
market that can also be used in environments
where sound is an important consideration.
Te Stealth blender ofers new opportunities
for eateries, cafs, cofee shops, and commercial
kitchens everywhere, allowing them to expand
their menus without disrupting their customers
experience.
Blendtec customers can customize the Stealth
using the Blend Wizard web app to create unique
blend cycles for specifc recipes. Te cycles can
then be quickly loaded onto one or an entire feet
of Stealth blenders via a USB drive. For more
information go to blendtec.com/commercial, or
call Blendtec directly at 800-748-5400.
New Manitowoc Ice NEO is the
everywhere you need ice machine
Manitowoc Ice has built its reputation on
developing the most innovative and reliable
ice solutions for the foodservice industry. Our
newest ice machine - NEO - is an all-in-one,
undercounter ice making and storage solution,
that provides a new level of performance,
intelligence and convenience, as it meets your
demand for ice. Perfect for restaurants, bars,
cafs, cofee shops, stadium boxes and ofces
NEO delivers the ice you needwhere and
when you need it. NEO ofers up to 33 lbs more
of ice production within the same footprint of
our existing models over a 24 hour period. Extra
ice production helps operators cover spikes in
demand throughout the day. NEO outperforms
in energy conservation too. All of the NEO air-
cooled models meet or exceed ENERGY STAR
V2.0 qualifcations. Tat represents a 100%
increase over Manitowocs existing undercounter
ofering. With 10% less energy consumption and
22% less water usage, adds up over time, which
is money that can be put back into an owners
business. To learn more about NEO or the full line
of ice machines from Manitowoc Ice, visit:
www.manitowocice.com/neo
Red Diamond Cofee Joins Industry
Leaders to Support Grounds for Health In
an Efort to Prevent Cervical Cancer
Women in the
developing world
whose livelihood
depends on the
cultivation of cofee
are among the most
vulnerable in the world
when it comes to dying from cervical cancer.
Tanks to Grounds for Health and the cofee
companies who support their mission, many
lives are being saved. Red Diamond is proud to
support Grounds for Health. We believe in the
mission of this program: to create sustainable and
efective cervical cancer prevention and treatment
programs in cofee-growing communities. Tis
will help improve the lives of the female cofee-
farmers and their families and that in turn will
better their communities. We are pleased to
support our farmers and their families. For more
information about Grounds for Health, please go
to www.groundsforhealth.org and to learn more
about Red Diamond visit www.reddiamond.com.
Sharon Porter to Join Insight Beverages as
Director, National Sales
Insight Beverages is pleased
to announce that Sharon
Porter will join the company
as Director, National Sales
efective February 25, 2013.
Porter is an accomplished
Executive with exemplary
sales, marketing and business development
experience. She has a track record of increasing
sales and proftability, with specifc expertise in
launching businesses and new channel solutions
to generate revenue opportunities. Prior to
Insight Beverages, Porter worked for the Royal
Buying Group for several years, most recently as
Executive Vice President, Business Development.
In this capacity, she led operations and strategic
direction with full responsibility for bottom-line
factors, including long-range planning, change
management, sales management, high level
negotiations, channel positioning and marketing
direction
ACE launches Origin Training in Honduras
Te Alliance for
Cofee Excellence,
Inc (ACE) is
pleased to present a
unique opportunity
for professional
cofee education at origin March 17th-23rd in
Honduras. ACE, the organization that brings
you Cup of Excellence is focusing its energy
once again at origin to bring to its members
and other cofee professionals an unparalleled
skill building experience. Troughout the 7-day
course students will gain valuable expertise in
intermediate roasting and cupping by utilizing
multiple Honduras cofees from the 2013 harvest.
Te course will help students gain technical
skills and an understanding of the requirements
and nuances of roasting diferent processes and
varietals and recognizing their sensory qualities.
To add to the hands-on experience students will
visits farms and processing facilities while getting
to know Honduras cofees. Members of ACE
receive a generous 10% discount. To learn more
about ACE Training programs, and to register,
please visit: www.alliacnceforcofeeexcellence.
org. For more information about this course
call Sherri at +1 303-472-9577 or email sherri@
cupofexcellence.org Class size is limited so
register today.
Direct Trade Event for Independent
Roasters, March 7
On March 7, the Direct Trade
Event is bringing together
farmers and roasters in one place
via Skype and video creating a
forum for producers to directly
sell their cofee and for roasters
to connect with the producers
to start building the foundations for long-term,
sustainable relationships from abroad. Ten
farmers from Costa Rica will participate. Some are
COE winning farms. Te roasters who attend will
have the opportunity to cup the cofees, meet the
farmers and buy directly. Te Direct Trade Event
is on March 7 (the evening before Cofee Fest),
6-8pm at the Joe Pro Shop. 131 W. 21st St., New
York, NY 10011. Tis is Terra Bean Cofees pilot
project to achieve its mission of making direct
trade easy and accessible to independent roasters
and providing producers with new opportunities
to directly sell their cofee. Te event is sponsored
by Dallis Bros Cofee and Joe Cofee. Te event
is directed towards cofee buyers, but all cofee
enthusiasts welcome. For more information, email
tamara@terrabeancofee.com. To RSVP, email or
sign up at www.cofeeally.com.
Tipus Chai Reduces Carbon Footprint
Tipus Chai founder Bipin Patel uses an heirloom
family recipe for his chai spice blend, and
evaluates each of his business practices through
the lens of how it can contribute to a healthier
environment. Before launching his newest
product Tipus Chai Now Sweet & Spicy, Patel
and his team wanted to fnd a way to create a
liquid concentrate without the liquid. Liquid
concentrate production and consumption
generates huge numbers of plastic bottles and
tetra packs each year, many of which will end
up in landflls, said Patel. By shipping a liquid
product, producers are essentially transporting
water around the country. In an efort to
reduce Tipus carbon footprint and maintain the
companys commitment to sustainability, Patel
created a dry product that caf owners can use
to make their very own Tipus Chai concentrate.
Tipus will provide the reusable bottle and the
chai you just add water. For more information,
visit tipuschai.com.
NewsBites
35
SHOW HIGHLIGHTS INCLUDE
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SOURCE NEW PRODUCTS

REGISTER TO ATTEND, COMPETE OR EXHIBIT AT COFFEEFEST.COM OR CALL 800-232-0083
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JUNE 7-9, 2013
36
March 2013
Add a Scoop
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Company ................................................................................................ Phone ............................Web ............................................................................ Page ...........................NCA Table #
Add a Scoop by Smoothie Essentials Supplement-Boosts ................ (415) 382-6535 .............. www.smoothieessentials.com .....................................36
Agtron ..................................................................................................................... (775) 850-4600 ............ www.agtron.net ................................................................31, 38
Blendtec .................................................................................................................. (800) 253-6383 ............ www.commercial.blendtec.com/ ...............................5, 38
BriteVision .............................................................................................................. (415) 374-8119 ................ www.britevision.com .......................................................21
Cablevey Conveyors ........................................................................................... (641) 673-8451 ............... www.cablevey.com ..........................................................17
Cafe Femenino Foundation ............................................................................. (360) 576-5045 ............ www.cafefemeninofoundation.org ............................37
Club Cofee ............................................................................................................ (800) 387-4367 ............ www.clubcofee.ca ...........................................................19
Cofee Fest ............................................................................................................ (800) 232-0083 ............ www.cofeefest.com ........................................................35
Cofee Shop Manager ........................................................................................ (800) 750-3947 ............ www.cofeeshopmanager.com ....................................27
CofeeCats Jewelry ............................................................................................ (206) 795-5414 ............. www.etsy.com/shop/COFFEECATJEWELRY ........29, 38
CofeeNetwork.com .......................................................................................... (305) 925-4822 ............. www.cofeenetwork.com ..............................................37 ..........................................................38
Cofees of India .................................................................................................... +91 (87) 2225557 .......... www.indiacofee.org ........................................................33 ........................................................ 40
Costellinis .............................................................................................................. (877) 889-1866 .............. www.costellinis.com ........................................................37
CupBarn .................................................................................................................. (855) 428-7766 ............. www.cupbarn.com ...........................................................29
Curtis ........................................................................................................................ (800) 421-6150 .............. www.wilburcurtis.com ....................................................23
Daterra Cofee ...................................................................................................... (330) 941-2555 .............. www.daterracofee.com.br ...........................................21
Diedrich Manufacturing, Inc. ........................................................................... (208) 263-1276 .............. www.diedrichroasters.com ...........................................29
Eagle Web Press .................................................................................................. (800) 800-7980 ........... www.eaglewebpress.com ..............................................27
Espresso Me Services ........................................................................................ (360) 213-0715 ............... www.espressomeservice.com .....................................38
Finum by Riensch & Held GmbH & Co. KG ................................................ +49 (40) 734240 .......... www.num.com ................................................................7
Follett Corporation ............................................................................................. (610) 252-7301 ............... www.follettice.com ..........................................................38
Fres-co System USA, Inc. ................................................................................. (215) 721-4600 .............. www.fresco.com ...............................................................6 ............................................................36
Global Customized Water ................................................................................ (805) 484-1589 ............. www.globalcustomizedwater.com .............................38
Green Good ........................................................................................................... (949) 552-0405 ............ www.greengood.com .....................................................21...........................................................22
Grounds for Health ............................................................................................. (802) 241-4146 .............. www.groundsforhealth.org ...........................................37, 38 ................................................... 14
Hypercat Advanced Catalyst Products ...................................................... (610) 692-3490 ............. www.hypercat-acp.com .................................................37
Insight Beverages, Inc. ...................................................................................... (847) 847-3109 .............. www.insightbeverages.com .........................................37
International Cofee Consulting .................................................................... (818) 347-1378 ................ www.intlcofeeconsulting.com ....................................36
Java Jacket ............................................................................................................ (800) 208-4128 ............. www.javajacket.com ........................................................35, 38
Knutsen Cofees, Ltd. ........................................................................................ (800) 231-7764.............. www.knutsencofees.com .............................................38
Loring Smart Roast ............................................................................................ (707) 526-7215 ............... www.smartroaster.com ..................................................3 .............................................................. 4
Manitowic Ice ........................................................................................................ (800) 545-5720 ............ www.manitowocice.com/ ..............................................23
Moducup, Llc ........................................................................................................ (973) 785-7790 ............. www.moducup.com ........................................................13
Mother Parkers Tea & Cofee .......................................................................... (800) 387-9398 ............ www.realcup.com .............................................................31
NAMA ...................................................................................................................... (312) 346-0370 ............. www.vending.org ..............................................................25
Orleans Cofee Exchange ................................................................................ (800) 344-7922 ............ www.orleanscofee.com ................................................35
Pack Plus Converting ......................................................................................... (909) 902-9929 ............ www.packplus.com ..........................................................37
Pod Pack International, LTD. ........................................................................... (225) 752-1160 ............... www.podpack.com ..........................................................29 ........................................................... 9
Rocket Man Equipment .................................................................................... (800) 921-0199 .............. www.rocketman.com ......................................................36
Scolari Engineering S.p.A./Texpak Inc. ....................................................... (856) 988-5533 ............. www.scolarieng.com .......................................................40
Service Ideas, Inc................................................................................................. (800) 328-4493 ............ www.serviceideas.com ...................................................38
ShopKeep POS ..................................................................................................... (800) 820-9814 ............. www.shopkeep.com ........................................................15
Shore Measuring Systems ................................................................................ (217) 892-2544 .............. www.moisturetesters.com ............................................37
Stalkmarket Products (Asean Corporation) ............................................. (503) 295-4977 ............. www.stalkmarketproducts.com ..................................2, 38
State Farm ............................................................................................................. (800) 782-8322............. www.statefarm.com ........................................................11
TekPak Solutions ................................................................................................. (416) 505-3839.............. www.tekpaksolutions.com ............................................37
The Dynamik Group ........................................................................................... (206) 686-2525 ............. www.dynamikspace.com ...............................................37
The Truvia Company LLC ................................................................................. (855) 855-2362 ............. www.truvia.com/foodservice .......................................9
Tightpac America inc. ....................................................................................... (888) 428-4448 ............ www.tightvac.com ...........................................................38
Track the Impact.................................................................................................. (619) 889-1997 ............... www.tracktheimpact.com .............................................38
uVu Lid Company ............................................................................................... (561) 674-9415 ............... www.uvulid.com ...............................................................39
Vessel Drinkware ................................................................................................. (855) 883-7735.............. www.vesseldrinkware.com ............................................27
Walker Cofee Trading Company .................................................................. (713) 780-7050 ............. www.walkercofee.com ..................................................27
Weldon Flavorings .............................................................................................. (502) 797-2937 ............. www.weldonavorings.com .........................................36
White Cofee Corp. ............................................................................................. (800) 221-0140.............. www.whitecofee.com ....................................................38
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March 2013
AllStar Tools
Java Jacket
800.208.4128
www.javajacket.com
Java Jacket provides
the best insulation of all
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Protects customers
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503.295.4977
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CUPS & LIDS
BLENDER
Tightvac
888.42.TIGHT
www.tightvac.com
Tightvacs are the ultimate
Cofee & Tea container!
Our unique patented
Tightvac closure system
allows the gasses from the
beans to escape without
letting oxygen back into
the container.
Tightvacs guarantee
the smooth avor your
customers pay for.
VACUUM CONTAINER
Follett Corporation
800.523.9361
www.follettice.com/ct
The right ice for cofee
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Wide selections of
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ICE MACHINES
Knutsen Cofees, Ltd.
800.231.7764
www.knutsencofees.com
Award winning purveyors of
the nest green cofees in
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exclusive 100% Estate Grown
Jamaican Blue Mountain
grown at over 4,000 feet
on a farm established over
200 years ago. Supplies
EXTREMELY limited.
Erna Knutsen,
President & Founder.
GREEN COFFEE IMPORTERS
Global
Customized Water
805.484.1589
www.globalcustomizedwater.com
98% of your product is
water so make sure
this essential ingredient is
the best it can
be. With over 30 years
experience Global
Customized Water can
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WATER TREATMENT
Service Ideas
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AIR POTS
Espresso Me Service
877.215.0715
360.213.0715
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Espresso Me Service is
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ESPRESSO MACHINES
White Cofee Corp.
800.221.0140
718 204 7900
www.whitecofee.com
White Cofee creates
customized blends and
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leaders. Wide variety
of varietals and avors
available. Exclusive licensee
of Kahlua, Entenmanns &
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ROASTED COFFEE
CofeeCares
619.546.5400
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CofeeCaresthe simple
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SUSTAINABILITY TRACKING TOOLS
CofeeCat Cofee Jewelry
206.795.5414
www.etsy.com/shop/
COFFEECATJEWELRY
Real Green Cofee Beans
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Wide selection of earrings,
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every sale a percentage
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Grounds for Health
802.241.4146
www.groundsforhealth.org
Grounds for Health works
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sustainable cervical cancer
prevention programs.
Together with our cofee
cooperative partners, we
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women and preventive
care.
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Coffee Analyzers
775.850.4600
www.agtron.net
THE TOP ROASTERS
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Blendtec
1-800-BLENDTEC
blendtec.com/commercial
The new Blendtec Stealth is
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39