november 2015

November 2015Vol. XXVIII No. 11

page 10

This Month8 Preparing for an Origin Trip

14 Small Locations, Big Opportunities

18 Know Your Ingredients

Sustainable Choices

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6 The ViewTechnology, You Will be Mine!

6 Calendar

8 Roaster's RockPreparing for an Origin Trip

10 Connect the DotsSustainable Choices

14 Coffee Service CornerSmall Locations, Big Opportunities

16 Direct TradeIs it Real?

18 Know your IngredientsRead our Label

20 Producer ProfileHonduras: Yire

20 CTW Show Listings

22 Coffee Shop PhotographyCapture the Perk

24 Newsbites

26 Advertiser Index

Feature

Cont

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14 Small Locations, Big Opportunities

18 Know Your Ingredients

8 Preparing for an Origin Trip

Sustainable Choices

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November 2015

ConneCt. Grow. ProsPer!

WhO We ARePublisher / Advertising InquiriesKerri Goodman, ext 1 [email protected]

Ad Art & AccountingLaurie Veatch, ext [email protected]

Print DesignMarcus Fellbaum, ext [email protected]

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

DisclaimerCoffeeTalk does not assume the responsibility for validity of claims made for advertised products and services. We reserve the right to reject any advertising. Although we support copyrights and trademarks, we generally do not include copyright and trademark symbols in our news stories and columns. CoffeeTalk considers its sources reliable and verifies as much data as possible. However, reporting inaccuracies can occur, consequently readers using this information do so at their own risk.Postmaster: Send address changes to HNCT, LLC, 25525 77th Ave SW, Vashon, WA 98070Subscription: The cost of a subscription in the U.S. is $47.50 per year; in Canada, the cost is $72.00. Free to qualified industry professionals. Non-qualified requests may be rejected. Publisher reserves the right to limit the number of free subscriptions. For subscription inquiries, please call 206.686.7378 x1 or subscribe online at www.CoffeeTalk.com.Copyright © 2015, hNCT, LLC, All Rights Reserved

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A Vitamix Aha: blended perfection again and again.The Quiet One® is engineered to create smoother, quieter blends and global consistency acrossthousands of locations. That’s why one of the world’s largest beverage chains chose us to help

them save time, save money and help grow their business. Vitamix. Engineered to change your life. Let us help your business at vitamix.com/commercial.

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A Vitamix Aha: blended perfection again and again.The Quiet One® is engineered to create smoother, quieter blends and global consistency acrossthousands of locations. That’s why one of the world’s largest beverage chains chose us to help

them save time, save money and help grow their business. Vitamix. Engineered to change your life. Let us help your business at vitamix.com/commercial.

6

November 2015

Calendar

Kerri Goodman The View

For complete and updated show information visit our online calendar: http://magazine.coffeetalk.com/industry-calendar/

November 2-4 NAMA CTW, Washington D.C. USA

November 5-6 Asemblea LXXIX Coffee Summit, Cartagena Colombia

November 11-13 International Cofee & Tea Festival, Dubai, India

November 12-15 Sintercafe, Costa Rica

November 12-15 Seoul Int'l Café Show, Seoul, Korea

November 17 Coffee Association of Canada Annual Conference, Ontario, Canada

November 17-20 World Competition Education Program, Jakarta, Indonesia

November 25-29 World Competition Education Program, Copenhagen, Denmark

December 4-6 CAFÉ EXPO CHENGDU 2015 (CICCE), Chengdu, China

December 7-11 World Competition Education Program, Athens, Greece

Sixty-four days

Yup, we have just 64 days until Christmas which means we are

all entering that crazy busy time of year! Add to that three more

shows/conferences in the next 15 days, coordinating on our largest issue of

the year – the 2016 State of the Industry – and lest we forget, preparation for

the January Buyers’ Guide, and I would say it is a safe bet that I may be just

slightly insane. But wait, there’s more! Just for fun, let’s mix in the rebirth of

a brand. Yes, I think that aught to do it, insanity ensured! At least you know

that whatever your insanely busy schedule looks like winding down 2015, you

are not alone. As I like to say, our job is to make your job easier! And with the

upcoming changes, we want to make sure we are meeting our goal. So though

you are crazy busy, I would like to ask a favor of you. Please take a moment to

visit http://coffeetalk.com/WHY and give us your guidance.

Congratulations

Congratulations to A Heart for Guatemala, winner of this year’s Making a

Difference issue award. Our readers voted with views and clicks and though

it was really close, our prize of $1,000 goes to Literacy for All. You can

read all about the project in our digital issue at http://coffeetalk.uberflip.

com/i/534966/50 where you will see what Bethany Davidson-Widby and her

team is working on:

• ExpansionoftheWomen’sEducationandEmpowermentProgramto

two additional program sites

• Purchaseofbooksetsforpreschool—teenagereadinggroups

• CreationofalibraryfortheWomen’sEducationandEmpowerment

Program

• Creatingoflibrariesinelementary—highschoolsincoffee-growing

communities

• LaunchingofaMen’sLiteracyProject

It’s that time…

And finally, be on the watch for your email to verify your company’s free

listing in our 2016 Buyers’ Guide. Big changes are coming including a focus

on simplicity making this resource more user-friendly. Instead of more

than 100 different categories, we have narrowed them down to 20 mega-

categories organized into three directories: Resources for Retailers, Resources

for Roasters, and General Resources and only those companies that take a

moment to update their information will be included. If you’d like to make

sure your company is there, don’t wait! Just visit http://magazine.coffeetalk.

com/submit-listing/

Thank you, off to get ready for show travel!

Nitro Cold Brew�e Professional’s Guide to�e Professional’s Guide to

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4. Is the amount of nitrogenation adjustable?Unlike pre-nitrogenated kegs, the JoeTap is adjustable. Because infusion happens in-line, adjusting PSI for optimal nitrogenation can be done at any time.

5. Can you adjust for different dilution rati�?No other solution offers the ability to adjust for different dilution ratios. The amount of nitrogen for optimal infusion can be changed as needed.

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The realities of serving nitro cold brew go far beyond press hype and internet buzz. If it’s on your menu, it needs to be available, consistent and profitable. We’d like to offer some professional guidance to make the journey a little easier as you consider serving this amazing coffee product to your customers.

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8

November 2015

Rocky Rhodes Roasters RockPREPARING FOR AN ORIGIN TRIP

Getting on a plane to go to a foreign country where you have never

been before can be intimidating. This article will contain important tips for convenience, safety, and getting the most out of your trip.

First: Decide WheRe you are going.A roaster should go to any country from which they source coffee. Start with a growing region – Africa, Central America, South America or Asia. Then start to take countries off the table. Sadly, unless you are a thrill seeker with a death wish, you may want to stay away from countries in upheaval like Yemen. If you need excellent hotel accommodations with handicap access you may want to take a large part of the third world off the list as well.

Second: Decide WhY you are going.To help you decide where to go, it is useful to decide why you are making a trip. There are many possible answers, all of which might steer you to one particular origin or another. Here are some popular reasons to go:1) Just to touch the earth where coffee is grown and learn about it. This is

totally a legitimate reason. You will probably want to go to an area from which you source coffee, but it is not mandatory.

2) I want to visit a farm I work with and really get to know the farmer. This is a great way to sell more coffee. If you can tell the story of your trip and your personal relationship with a producer, you will sell more coffee from that producer.

3) To get an education about the entire supply chain from farming to exporting. This will require a bit more on-the-ground support, but is a great goal! (See the fifth step below.)

Third: Plan AheadSo you picked a place. Now there are some important, time-sensitive items you will need to deal with before you can leave.

1) You must find out what, if any, VISAs you will need to travel to the country. If you are going as a tourist, many countries have a visa on arrival. If you are going to work (and get paid in any way) you may have to obtain a work visa which should be started about 60 days ahead of time. It will involve working with your in-country partner to write letters and perhaps visit the embassy on your behalf. Information about Visas can be found at: http://travel.state.gov/content/travel/en.html

2) Medical considerations for different countries need to be defined early on as well. Some countries, and even our own, require certain vaccines for different countries. It can sometimes take a while to get an appointment and some need to be taken well in advance of going. You can find out more at: http://wwwnc.cdc.gov/travel/

3) Have an up to date passport with several blank pages. If you go and look and find out your passport is or is about to expire and / or you only have 1 blank page and you are on your way to the airport, you might be turned away at immigration. You can find passport requirements for different countries at the same site for visa requirements.

Photo by Trish Rothgeb

Fourth: Make a safety planWhether it is fire, flood, political unrest or some other event, you need to have a safety plan. The first best way is to have a cell phone that will work in the country where you are going. Many of the cellular carriers offer an international roaming option. You can always turn off voice and / or data roaming while you are travelling and just turn it on in case of emergencies. Have a detailed itinerary with someone back home so they can find you when they need to. Also enroll in STEP to get safety updates wherever you are going: https://step.state.gov/step/

Fifth: Utilize partners and plan your tripMost coffee origins have a coffee association or two. Contact them

to help with some logistics of getting around and meeting some local folks. If you are travelling to a place you source from, trace your coffee back to the mill, cooperative or farm and set appointments that way. You will find that you will be welcomed everywhere. Also contact the US consulate there to get some tips on where to go (and not go) as well as an honest assessment of conditions in the country.

Stuff to take with you and stuff to leave behindMoney is necessary everywhere. Try to travel with an international credit card with no foreign transaction fees. Those add up pretty fast. Also bring some new, crisp, $100 bills. You get the best exchange rates that way. You can always exchange money when you get there and it is always helpful to have local currency in your pocket.

Attire is important for being functional for what you will be doing as well as blending in. Jeans are universal. Jewelry should probably be left at home. Shorts and a Hawaiian shirt are a big sign that says rob me! Cover up, blend in.

Drugs are a no-no with the exception of OTC or antibiotics and such. Your medical marijuana card does not work wherever you are going and you DO NOT want to end up in jail outside the U.S.

General etiquette is so simple and yet often forgotten when travelling. Familiarize yourself with local customs, traditions and religions so you don’t put your foot in it. Most locals like it when you put an effort to blend in.

So go have fun. Learn a lot. Make some friends and business connections. Once you shake somebody’s hand, you have a higher level of bonding. SAFE TRAVELS TO YOU!

Rocky Rhodes is an 18 year coffee veteran, roaster, and Q-Grader Instructor, and his mission now is to transform the coffee supply chain and make sweeping differences in the lives of those that produce the green coffee. Rocky can be reached at [email protected]

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November 2015

Another early morning and my mind betrays my body in waking me, making me restless and pushing me to the edge of the bed. Resistance runs through me only for a moment, then I give in to the inevitable, and embrace the start of my day.

These early mornings I have come to secretly enjoy the sense of solitude in an otherwise congested life. I am grateful for my inner alarm clock that pushes me and then gives me peace. I put the coffee on and walk out on the deck, watching life unfold in the last of the shadows. Cup in hand, I watch the rhythm of the morning and I am sustained.

What SustainsYou?There is much made of late surrounding the word “sustainable.” Some would make it to be this insurmountable mountain of doom, a thing we cannot undo. But in truth, it is simply a matter of our choosing. Making choices throughout our day that, individually, may not seem like much, but when viewed together, become habits that help sustain, not only the planet, but have an impact on our overall well being.

Working Green...Living GreenIt is not difficult to feel the effects of a “greener” life. What sustains us is the very thing that will sustain the planet; it is just a matter of making small everyday choices and finding that thing that you find sustenance in.

Eat seasonally and throw a “Meatless Monday” in the weekly menu. We have, through distribution, reduced the relative size of our planet and created a demand for out of season fruits and vegetables. Try when possible, to eat seasonally; eat locally. Not only is the food fresher, you are cutting back on the demand for out-of-season food, which in turn, will reduce the need to move food across the globe.

“Meatless Monday” is really about water, saving resources, and reducing demand. Al Gore’s Live Earth organization reports that “If everyone went vegetarian just for one day, the U.S. would save: 100 billion gallons of water, enough to supply all the homes in New England for almost 4 months and 70 million gallons of gas, enough to fuel all the cars of Canada and Mexico combined with plenty to spare.”1

Follow the money. This is the easiest and in fact, the most important way to live a “greener” life. As consumers, we are the key to the ongoing development of socially responsible buying and spending. Through consumer demand, we have the power to be socially and morally connected to our food supply, our manufacturing base, and consumer goods. We have an opportunity to create change without policy or politics, just by choosing to support companies, organizations and products that are like-minded, innovative, and just.

Over the next few pages, you will find various products and organizations that are working green. They are doing their part whether through production, products, or development that offer more choices to a greener way of living.

1 Save the Planet: Eat Less Meat by Piper Hoffman, April 18, 2012

by Kelle Vandenberg

cont. on page 12

LMI Packaging Solutions Lidding Productsby LMI Pacakaging Solutionslmipackaging.com | (262) 947-3300

With over 4 decades of manufacturing experience LMI Packaging Solutions has a proven line of lidding products used for food and beverage packages. Through our efficient production processes, high-speed machinery, extensive product tooling, responsive customer service, and high end graphics we offer competitive pricing without compromising quality.

Travel Mug 20 ozby Grey Fox Potterygreyfoxpottery.com | (612) 767-7407

Grey Fox Pottery now has a travel mug with lid to keep to-go cups out of landfills. Patrick Dugan's Coffee House in Garden City, KS is the exclusive distributor. "They sell as quickly as we get them!" says General Manager Cassie Gonzales. It will be for sale nationwide in 2016.

11VESSELDRINKWARE.COM | [email protected] | 855.883.7735

We invite you to check out our programs:

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November 2015

Choices

Biotrē Packagingby Pacific Bag, Inc.pacificbag.com | (800) 562-2247

Biotrē Film is made from 60% (by weight) renewable wood pulp and will biodegrade in several months in a backyard composter. The remaining 40% of the bags is Polyethylene from fossil fuels with an additive designed to make it breakdown over five to ten years, significantly better than standard packaging.

Roya Recovery Projectby The Coffee Trustthecoffeetrust.org | (505) 670-9783

The Coffee Trust supports self-empowerment for coffee producers through the peer-to-peer, shared learning principles of Campesino a Campesino. The Coffee Trust works in the impoverished, war-ravaged, Ixil region of San Gaspar Chajul, Guatemala on sustainable, organic food sovereignty and healthcare projects, and economic diversification, education and organic Roya Recovery projects.

The New Super Podby Pod Pack International, LTD.podpack.com | (225) 752-1160

Pod Pack International continues to innovate with the Super Pod, designed to provide high quality options for hotel, and food service. The hotel pod is used in current single cup equipment with a new reusable tray. The food service pod will brew up to 20 ounces for a large drink.

Training and Consultingby International Coffee Consulting Groupintlcoffeeconsulting.com | (818) 347-1378

ICC has a team of instructors that can deliver Q Arabica and Q Robusta classes as well as the SCAA certification curriculum. We can work in your certified lab or arrange a classroom for you.bWe also offer consulting to every level of the supply chain; especially roasters!

Waffle Lite Sleevesby Double Team Inc.double-team.com | (877) 320-3880

Our Printed GREEN Waffle Lite Sleeves are your choice. They fit 10-24 oz paper hot cups and 12-24 oz clear plastic cold cups. They are made of post consumer paper and are pre-assembled, recyclable and packed 1,000 pcs/case.

UpShot Single Serve Capsuleby Pro-Line Packagingprolinecoffee.com | (630) 422-1012

Pro-Line Packaging exclusively uses the UpShot single-serve capsule, and is proud to now introduce the fully compostable UpShot program! Pro-Line is the paramount solution for eco-friendly ways to package single-serve. Both the compostable and recyclable UpShot capsules give you an unsurpassed brew every time – with the environment in mind.

Don Francisco’s Family Reserve® Portion Packsby Gavina Gourmet Coffeegavina.com | (800) 428-4627

Each Don Francisco’s Family Reserve® coffee is carefully roasted to reveal its unique flavor, aroma, and overall taste to ensure you’ll get a rich and flavorful cup every time. Our portion packs are perfect for your office break room or anywhere you brew coffee! Get your free a sample today!

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Don Francisco’s son and grandson, Pedro and Michael, inspecting green co ee at the

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For over 143 years, the Gaviña family has crafted coffee with the fi nest Arabica beans from around the world. Now, the signature Don Francisco’s Coffee Family Reserve® roasts enjoyed by consumers for decades are available for offi ces and breakrooms as well. A smarter choice, offering a tradition of quality that encourages offi ces everywhere to join our family.

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DATE 9/22/15 REVISE r2

FILE NAME/TITLE

1115 OSC

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Don Francisco’s Coffee Family Reserve

PUB Coffee Talk

ISSUE November 2015

LIVE na

TRIM 5.833" x 6.3125"

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COLORS 4c

AGENCY

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November 2015 ISSUE

Ken SheaCoffee Service CornerSMALL LOCATIONS, BIG OPPORTUNITIES

at the supermarket or big box store, buying from an internet commerce site or bringing from home. Most likely the majority are not having a Coffee Service route professional provide a brewer and products.

Some readers will rightfully opine that many of these small offices DO purchase from an internet source and are content with that process. Many most likely prefer it. Even if the number of satisfied, active internet purchasers is one half of the opportunity, that still leaves a very large number of under-served or non-served small offices.

With my operator hat firmly in place, coupled with strong capitalist tendencies and the weariness of the downward pressure on my prices and profits caused by a mature and highly competitive market place, I want to grow the business but hesitate to expand my service area, recognizing that profitability will likely come only with a mature, new route. So I look within my current footprint

For as long as I can remember, Coffee Service operators in general have resisted providing direct service to accounts with populations

of less than 25 employees. In some occasions, the head count rule of thumb would decrease if there was a measurable amount of transient traffic coming through said location. Either way, the decision to serve has been based upon an algorithm that factored in numbers of people and projected amounts of consumption producing satisfactory revenue to justify stopping a delivery vehicle at a prescribed interval. Said another way, “no profit, no delivery.”

A recent project led me to fresh data from a report from “Packaged Facts” that was compiled from the U.S. Bureau of Labor Employment Dynamics data that addressed numbers of offices broken down by numbers of employees in those offices. According to the report, there are 3,754,006 private sector firms with employee numbers ranging from 1 – 19 people! Certainly these folks are consuming beverages (and other things) that they are buying

and realize that my delivery trucks are driving by numerous small locations. Should I reconsider lowering the office population bar?

What has happened in the last ten years that might have changed the viability of this opportunity?• Thecoffeeandteaconsumingpublichave

accepted brew-by-pack product costs in the 60 - 80 cent per cup range. This translates into a doubling of the profit opportunity for the operator.

• Millennialdemandforhigherend,sustainably badged varietals and blends reopens the door for selling the more costly (more profitable) fractional packs. Will you take a drop in GP percentage for a lift in GP dollars? I will!

• Howmanyidlebatchbrewsystemsdoyou have sitting in your warehouse? The proliferation of brew-by-pack systems have put many of these brewers back on the rack.

BB

-0580

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• Gentle, dust-free, energy-efficient conveying of fragile coffee and tea with no separation of blends

• Single or multiple inlets and outlets allow a wide range of layout configurations

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Galvanized or 304/316 Stainless Cable• Sanitary Systems including Nylon-coated or

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Ideally suited to gently convey green, roasted and ground coffees, and all forms of tea and tea blends, FLEXI-DISC Tubular Cable Conveyors are fully enclosed, preventing dust and product contamination.

Gently slide coffee and tea through smooth stainless tubing horizontally, vertically or at any angle, to single or multiple discharge points

Offered as stand-alone conveyors, or as engineered, fully automated systems integrated with new or existing process equipment

Rugged cable/disc assemblies in 4 and 6 in. (10 and 15 cm) diameters offered in sanitary and industrial designs.

System shown with (right to left): Automatic Cable Tensioner;

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Drive System with motor, gear reducer, drive wheel

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DD

-0933

©2015 Flexicon Corporation. Flexicon Corporation has registrations and pending applications for the trademark FLEXICON throughout the world.

System can be fed from virtually any new or existing storage vessel or process equipment (Drum Dumper and Bulk Bag Discharger shown), and discharge at a single point, or selectively at multiple points.

DD-0933_MoveCoffee_20150820.indd 1 8/20/15 12:13 PM

cont. on page 15

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SOUTH AFRICA

+56 2 2415 1286+44 (0)1227 374710+34 647 670 302+61 (0)7 3879 4180+65 6778 9225+27 (0)41 453 1871

• Gentle, dust-free, energy-efficient conveying of fragile coffee and tea with no separation of blends

• Single or multiple inlets and outlets allow a wide range of layout configurations

• Comprehensive range of components• 4 and 6 in. (10 and 15 cm) diameter Discs on

Galvanized or 304/316 Stainless Cable• Sanitary Systems including Nylon-coated or

Uncoated Stainless Cable, and CIP accessories

Ideally suited to gently convey green, roasted and ground coffees, and all forms of tea and tea blends, FLEXI-DISC Tubular Cable Conveyors are fully enclosed, preventing dust and product contamination.

Gently slide coffee and tea through smooth stainless tubing horizontally, vertically or at any angle, to single or multiple discharge points

Offered as stand-alone conveyors, or as engineered, fully automated systems integrated with new or existing process equipment

Rugged cable/disc assemblies in 4 and 6 in. (10 and 15 cm) diameters offered in sanitary and industrial designs.

System shown with (right to left): Automatic Cable Tensioner;

Bag Dump Station; Clear Inspection Tubing; and

Drive System with motor, gear reducer, drive wheel

and discharge housing.

DD

-0933

©2015 Flexicon Corporation. Flexicon Corporation has registrations and pending applications for the trademark FLEXICON throughout the world.

System can be fed from virtually any new or existing storage vessel or process equipment (Drum Dumper and Bulk Bag Discharger shown), and discharge at a single point, or selectively at multiple points.

DD-0933_MoveCoffee_20150820.indd 1 8/20/15 12:13 PM

• Ifyoudonothaveidleassets,manymanufacturers and distributors offer low-cost, high-performing UL and NSF approved batch brewers.

• Thereisagrowingnumberofsingle-cupsolutions for the smaller office. Look at all of the cups, sachets, pods and other products and systems available now. The small volume in-room brewers are popping up in small offices. Even the popular Café Valet in-room system is now available in offices, coupled with the ability to have the Caribou and Marley blends.

• Anddon’texcludeotherconsumables.Remember, these small offices in many cases are not in large buildings with access to vending machines and micromarkets.

• Inmylastarticle,buildingtheticketwasthetheme. Ticket-building opportunities can make the difference when considering the small office placement.

• Lastly,considerbeginningwithproviding water. $500 in annual rent revenue is not uncommon for a point of use machine. The water category continues to grow.

Do the math. Determine what revenue target it would take to warrant stopping your truck. Consider the minimum service cycle frequency it would take to satisfy your customer and your bottom line.

Reach out to your suppliers, brokers, distributors and equipment providers to explore this big, small opportunity.

All the best!Ken Shea

16

November 2015

Movements are like honey. They start out sweet but eventually draw lots of flies. We have certainly seen that in fair trade and organics, with poseurs putting the meaningless “More than Organic” on

their packaging. So it has already become with Direct Trade.

Personally, I think Direct Trade was started by a few companies that either didn’t want to pay farmers the Fair Trade price, didn’t want to deal with cooperatives (although they all do,) or just had a more libertarian bent of not wanting to be told what to do. Some of the companies were honorable, although most made the hopefully unconscious move of representing that all of their coffees were Direct Trade when only a few were. Some were downright bogus.

There is no such thing as Direct Trade, actually. It is a self-declared and self-created “certification” made to look like some sort of official approval. Again, some of the companies are well-intended, but already in the short life of the supposed Direct Trade model there are many phonies and poseurs.

Theoretically, Direct Trade means that the company has a real and direct relationship with the farmer, whether a small farm, large farm or a cooperative. They buy direct, not using brokers and intermediaries (who have such a bad name out there, whether deserved or not.) Almost all of them claim to pay “well in excess of Fair Trade pricing” but since the Fair Trade price is either a minimum in the bad times or a floating price daily, that’s a hard claim to verify. In my experience, however, many of these guys don’t buy direct at all. It is nearly impossible to buy less than a full container directly, as shipping costs on a few bags would add several dollars per pound to the price alone. Rather, they buy through brokers in business as usual, but since they may have visited a farmer or coop for a day or two, they claim to have a direct relationship. I think some of these guys really believe they are doing something special, and while it makes great marketing, it makes no significant difference in the farmers’ lives.

A few weeks ago I was having a long back and forth email thread with a farmer we work with in Indonesia, Ghair. We were talking about our fathers, and how they are aging and slipping into early-stage Alzheimer’s. We shared the heartbreak for our families and talked about strategies for retaining dignity but putting safety in place for our beloved dads.

Direct Tradeby Dean CyconIs it Real?

As I actually know and have spent time with his father, it was a profound correspondence. Soon thereafter I got a call from a reporter who wanted me to comment on a company that said it was Direct Trade, and how superior their program was to Fair Trade. He told me that the owner was proud to know the farmer, and knew his name and even his wife’s name. “Big deal,” I thought, “but let’s see where this is going.” I asked the reporter if he would call back the company and tell the owner he was really interested in his story and needed background. What was the farmer’s name and what was his wife’s name? A few hours later he called me back laughing. When asked the farmer’s name, the owner hesitated and then said “Manuel.” When asked the wife’s name there was a silence and finally the owner said “I’ll get back to you on that.” An hour later a woman from the company called the reporter to tell him that the farmer’s wife’s name was “Maria.” This would have been a joke, except that after my correspondence with Ghair it seemed like a rude marketing ploy.

Direct Trade is not new. Lots of companies like us, Equal Exchange and Cooperative Coffees have been engaged in this kind of trade for decades. It is what our business models are based on. To us, Direct Trade means really knowing farmers we work with on an intimate level. We understand their economic, social, and ecological struggles and aspirations. We work with them on a very long-term basis to address those – not just by giving more money for one year and finding some other farmer to be “direct” with the next year. We are not importers. We use the great services of Royal Coffee

for that. We identify and visit the coops, make the connections and relationships, and Royal does the paperwork and physical importing. Our relationships with farming communities are real, long-term and have meaningful and measurable impact in the field.

I applaud anybody who tries to break the old system of abuse in world trade, whether through formal Fair Trade, sincere Direct Trade or personal relationships with integrity and real impact. But a self-serving declaration that a company is “Direct” doesn’t meet that standard. Don’t take their word for it (especially as there are no regulations or standards whatsoever beyond self-declared ones.) Ask the hard questions, like …what’s the farmer’s name?

by Dean Cycon

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November 2015

The foodservice business is highly competitive. In an environment where real growth will remain at one percent or less, building a customer base, controlling costs, and serving high-quality food at

a competitive price in a clean and inviting environment are not enough to ensure success. Operators are looking for cost effective ways to differentiate themselves with an increasingly diverse customer base.

Key TrendsPaper Poised for Continued Growth. Over 70% of LSR traffic is “to-go” as is nearly 16% of FSR traffic.1 Until very recently, off-premise traffic was growing faster than overall restaurant traffic and fueling demand for creative, functional packaging. At the same time, increased use of disposable packaging puts the spotlight on sustainability. According to the EPA, nearly a quarter of all landfill waste is packaging – and that includes foodservice packaging.2 Public sentiment and municipal governments are driving LSRs to remove EPS foam packaging in favor of paper or reusable options, especially with beverages. How do we know? The paper cup market has grown up to 5% per year since 1999, with production up 16% over the past five years.3 High-profile players including McDonald’s, Starbucks and Dunkin’ Donuts are actively addressing substrate issues and finding paper is a viable alternative to foam or plastic.

Food Safety is Risky Business. Food safety is a top concern for the foodservice industry. There are 48 million food-borne illnesses each year in the US and 40% of them are traceable to poor hand hygiene.4 A new report issued by the CDC suggests food handlers, such as cooks and waiters, cause about 70% of norovirus outbreaks (a leading cause of foodborne illness in the US.)5 The economic burden of food-borne illness is estimated between $51B and $77B per year. The cost of a food-borne illness to an individual establishment has been estimated to be $75,000.6 However, the impact of a tarnished reputation could cost even more. Across all segments, cleanliness matters most to patrons when choosing a restaurant. Further, cleanliness is a factor in 4 of the 8 restaurant attributes rated most important including the restaurant interior, tableware, visible kitchen/food prep areas and the bathrooms, according to the most recent Technomic Consumer Brand Metrics study.7

Insights1. On sustainability, operators have the opportunity to walk before they have to run. Research shows that the majority of patrons want to know more about sustainability but need it in “bite-sized” and familiar terms. Only one in five patrons feels knowledgeable about sustainability, and the word itself is ill-defined within the foodservice context.9 No one expects this to last. There is an opportunity to use sustainability as a differentiator now, before it becomes just another competitive requirement. Forward-thinking operators will take advantage of the opportunity to partner with suppliers to test ideas, and see what resonates most with patrons. Leveraging digital marketing strategies can keep the costs of experiments manageable.

2. Like food sourcing, an operator’s sustainability story is often a local one. Operators have access to different recycling and composting resources in different communities. Likewise, patrons have locally-influenced expectations and information about sustainability. Operators have the opportunity to establish frameworks for sustainability programs and communications that

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address local differences. Operators can also be knowledge sources and sustainability activists in their local communities. “Localized” concepts can be incubators for testing what resonates with patrons and what proves cost effective for operators.

3. The restaurant experience starts long before patrons enter the front door. Patrons apparently do their online homework. Researching new restaurants (55%), reviewing menus (58%), searching for nutritional information (34%), reading independent restaurant reviews (27%), and checking out social media pages (22%) are all part of their decision process.9 All of these online activities are opportunities for operators to communicate with patrons and differentiate themselves from the competition.

ImplicationsKnow your ingredients.• Patronswanttoknowwherefoodserviceoperatorsstandon

sustainability. Surveys indicate that 60% of consumers want foodservice venues to publicize their initiatives more aggressively.10 Recycling, composting, source reduction and “foam vs. paper” are issues patrons respond to. Georgia-Pacific is a partner with a strong, demonstrated commitment to sustainability. With Georgia-Pacific as a partner, operators can take credit for using products that have earned third-party certifications for sustainable practices, for finding alternatives for polystyrene foam and for choosing products that are produced with a minimum of 95% recycled fiber. Perhaps more impactful, Georgia-Pacific offers reliable, high capacity, one-at-a-time dispensing systems that help reduce waste by 25% or more.11

• Socialmediaandon-lineaccesstoinspectionscoresputarestaurant’sreputation on the line every day. That makes maintaining high food safety standards, meeting patron expectations for cleanliness, and implementing cost effective solutions critical to success. Choose a partner that brings the capability and expertise to help reduce food-borne illnesses as well as costs in restaurants or anywhere food is handled. Choose Georgia-Pacific. Take advantage of the benefits of touchless soap/sanitizer and towel systems that help minimize the risks of cross contamination as well as control waste and costs. The results will be improved hygiene and higher efficiency in all operations areas.

Our foodservice solutions are designed to help you reduce consumption and waste, demonstrate your commitment to sustainability, help improve guest and staff hygiene, and increase operational efficiency. Because your reputation means everything, we help enhance your image with high-quality branded products your patrons know and trust.

1 NDP/CREST 2014 2 Technomic: Multi Sustainability Report, 20133 NPD/CREST 20144 Ibid.5 CDC: Vital Signs, Preventing Norovirus Outbreaks, 20146 NDP/CREST 20147 Technomic: GP Quarterly Segment CBM Update, March, 20148 Technomic: Multi Sustainability Report, 20139 NRA: Restaurant Industry Forecast, 201410 Technomic: Multi Sustainability Report, 201311 GP proprietary research

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November 2015

Please Make Sure to Visit these NAMA exhibitors

Courtesy of COeProducer ProfileHONDURAS: YIRE

honduras #17, Yire - Juan Carlos Manueles Ventura• Farm: Yire• Farmer: JuanCarlosManuelesVentura

In the highest and coldest part of the southwestern border between Honduras and El Salvador is Finca Yire in the community of Aguacinga, municipality of Santa Elena, department of La Paz. The farm is owned by Juan Carlos Manueles Ventura, and contributes to the economy of 12-15 neighboring families who work in the maintenance, picking, hauling and processing of coffee.

Juan Carlos, helped by his wife and their two children, has planted Pache variety at a height of 1770 meters above sea level. Treated well at all stages, the coffee regularly gives excellent quality results. This is Yires’ second COE competition, and the first time to win. Juan Carlos is sending his oldest son to study agronomy and continue the family tradition.

As for crop care and processing, Juan Carlos emphasizes regular weeding of his farm, as well as careful selective picking. Fermentation is carried out for 36 hours, after which the coffee is washed using water from a natural source. Then, it is dried on screens to a 40% humidity level, and finally moved the coffee solar dryer to complete the drying. The total process takes between 17 and 20 days.

Coffee Information Farm: YireFarmer: Juan Carlos Manueles VenturaRegion: La PazCountry: Honduras Farm Size: hectares Altitude: masl

Competition and Auction Information Rank: 27Score: 86.46 Jury Descriptors:

Aroma/Flavor: Heavy sugars, red berries, vanilla, peppercorn, buttery, blackberry, raspberry, orange marmalade, passion fruit

Acidity: Tartaric, citric, finger limeOther: Lemonade mouthfeel, enzymatic

Lot Size: 19Pounds: 1254 Auction Price: $4.5 Winning Bidder: Coffee Libre

Bloomfield Industries 1339bloomfieldworldwide.com (314) 678-6336Brew your perfect cup of coffee every time.See our ad on page 19

CoffeeTalk Media 528coffeetalk.com (206) 686-7378CoffeeTalk Media is the most reliable source of coffee business news and informational articles available in the world today. Make sure to keep your competitive edge with our free subscriptions at coffeetalk.com

Follett Corporation 1037follettice.com (800) 523-9361Follett icemakers and dispensers provide a continuous supply of ice that is dispensed hands-free to improve safety and sanitation and to support green initiatives.See our ad on page 25

Gavina Gourmet Coffee 239gavina.com (800) 428-4627When it comes to superb coffee and exceptional service, Gavina is the preferred coffee partner for retailers and entrepreneurs everywhere. Gavina Coffee: Grounds for Great Partnership.See our ad on page 13

Lbp Manufacturing Inc. 243upshotsolution.com (800) 545-6200The UpShot? Solution is a line of Eco-friendly, single-serve filters paired with a flexible production model that allows roasters to take advantage of the booming market.See our ad on page 23

Mother Parker's Tea & Coffee Inc. 539realcup.com (800) 387-9398RealCupTM is a trademark of Mother Parkers Tea & Coffee, one of the largest coffee and tea manufacturers in North America.See our ad on page 17

Pod Pack International, LTD. 439podpack.com (225) 752-1160Pod Pack is a single cup coffee & tea copacker that specializes in private labeling and national branding with focus on single cup brewing solutions for hospitality, foodservice, OCS, and homes.See our ad on page 24

Wilbur Curtis Co. Inc. 622seraphim.coffee (800) 421-6150Since 1941, Curtis has remained a family-owned business committed to the principles of innovation, quality and superior craftsmanship in gourmet coffee, tea and specialty beverage systems.See our ad on page 27

21Visit magazine.coffeetalk.com/WHY to find out what happened.

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22

November 2015

Photography is my passion. I love to use photography to explore the world, and record the fleeting memories of what I consider to be worth keeping. Another great passion of mine is drinking

delicious coffee and visiting interesting coffee shops. I have found combining the two passions can produce some pleasing results!

So today we will look at photographing coffee, particularly shooting coffee within the coffee shop context. I’ll highlight 5 helpful areas to consider the next time you’re over at your local coffee shop with your camera in hand.

1. Shoot the coffee itselfThe most obvious place to start taking photos is the coffee itself. It’s easy to think producing photos of coffee will mean they wind up boring and uninteresting like many others. That’s definitely the wrong attitude. The beauty of photography is that if you can think of something a bit creative, then any subject can become more appealing to the eye.

Consider snapping a photo of your drinks before, during, and after you’ve flooded your veins with a dose of caffeine. Try different angles, both above and to the side. Arrange and re-arrange things, and take a number of shots from each new perspective. You can always delete the bad photos later on.

I have found the key to capturing eye-catching coffee photos is to capture the drink in such a way that it makes the viewer want to reach out and grab at the picture. In order to achieve this, you need to get up nice and close, and capture all the minute details.

2. Get some customer shotsAnother obvious subject to shoot is the customers dotted around the shop itself. This requires a little bit of discretion as people are there to relax and enjoy themselves. Be polite and merge in with the environment and you should be just fine.

Consider moving around to take photos from different perspectives. In the above example I used ornaments as foreground objects, and the wooden shelves to frame the subject. This helped it become a more unique and

interesting shot.

Also try out a black and white shot if you feel the background colours are too distracting. Sometimes

a nice soft B&W shot is very appropriate for this type of location.

Coffee Shop Photographyby Dave CosseyCapture the Perk

3. Remember the cashier & workersIf you’ve bought a cuppa already, then taking a shot or two of the cashier is often well-received. Remember to interact and see if you can capture a smile.

Alternatively, a more candid shot can work well too, especially if you manage to catch the interaction between customer and worker. It all helps to give a more complete picture of what happens in the life of the shop.

Consider the workers out at the front, but also those slaving away further back. A sneaky shot over the shoulder is fine, but something more close-up feels far more relational.

4. Get behind the scenesBe especially nice, and if the staff aren’t too busy, you may even be allowed behind the counter for some behind the scenes coffee shop photography. If you’re invited in, remember you are a guest, and don’t do anything to hinder them from making sales.

Behind the counter there are opportunities for macro photos everywhere. Be sure to get up nice and close to the various gadgets and machinery used to produce the coffee, and incorporate the staff into a shot or two if you can. Machinery is great, but add people and it then tells a story.

5. Notice the environmentI find coffee shop environments to be a goldmine of interesting people and things. The shop owner knows a big part of the success of their business comes down to how well-kept and aesthetically pleasing the shop

environment appears.

You can either incorporate the context of the shop into your photos of customers, or instead produce shots that just focus upon the environment

itself. If there is something interesting enough, try also to capture a few sneaky close-up shots to show what the eye may easily miss.

Each location will have a different feel to it. Maybe it’s a bit of a dark smoke-filled area, or maybe it’s a bright quirky place. Find things that reflect this, and capture it.

by Dave Cossey

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November 2015

Sofia Vergara Partners with Ninja® to Launch the Ninja Coffee Bar™SharkNinja is proud to announce its collaboration with coffee connoisseur and Emmy-nominated actress, Sofia Vergara, and unveil the Ninja® brand’s new coffee machine, the Ninja Coffee Bar™ brewer. It features revolutionary Thermal Flavor Extraction™ technology, which delivers a variety of sizes and styles while achieving the perfect brew richness level every time. According to Luis Balaguer, CEO of Latin World Entertainment, “SharkNinja is a company known for innovation, market dominance, and customer satisfaction. They truly share Sofia's passion for both coffee and creating products that enhance the lives of their customers. A perfect partner for the Sofia Vergara lifestyle brand." The Ninja Coffee Bar is available at major retailers nationwide, starting at $149 MSRP. For more information about the Ninja Coffee Bar brewer and additional SharkNinja products, please visit www.ninjacoffeebar.com

Alaskan Brewing Offers a New Take on Coffee Beer.Heritage Coffee Brown Ale uses radical technique to bring rich flavor. Alaskan Brewing Company teamed up with Juneau-based Heritage Coffee Roasting Co. to craft a new beer that accentuates the richness of coffee and the smoothness of premium malts. They decided to use Heritage’s signature Brazilian blend “Paixao” (Portuguese for passion) which was cold-brewed to reduce acidity. The result is Alaskan Heritage Coffee Brown Ale, the latest of the Pilot Series of beers, available starting in October in 22-ounce bombers and on draft in the 17 states where Alaskan Brewing is distributed. First sampled at this year’s Great American Beer Festival, Alaskan Heritage Coffee Brown Ale is already garnering rave reviews, with at least one reference to it being part of a “next level” of coffee beers. For more information, check out Alaskan Brewing’s website at www.alaskanbeer.com. Contact: Andy Kline, Communications Manager, [email protected]

Bühler Collaborates with African Processors

As part of continued commitment to support the needs of both small and large coffee processors in Africa, Bühler hosted a training, knowledge and discussion forum which took

place at the Bühler African Milling School, Nairobi, 17-18th September 2015. Lawrence Kuhn, Head of Market Development, Middle East and Africa says: “With investment in optical sorting technologies currently on the increase in this region, the SORTEX Coffee Forum was the perfect opportunity for coffee processors to meet with other local businesses, and to watch live sorting demonstrations of Bühler’s SORTEX A MultiVision™ and the new cost-effective YJT W range of sorters, all of which are capable of removing discolored and immature beans plus foreign materials from Arabica and Robusta green coffee varieties.”Contact for the media:Tracey Ibbotson, PR Executive, The Buhler Group, London, England Phone +44 (0)1992 537421, e-mail [email protected]

LMI Packaging Recognized as Green ProfessionalLMI Packaging has performed actions in nine sustainability areas and earned more than 200 points. "LMI Packaging's commitment to the environment has grown over the years with strong buy-in from employees at all levels," said Randy Troutman, Vice President of Technology and Business Development. "The Green Masters Program has helped us identify and quantify efforts we have made toward sustainability, which supports our Triple Bottom Line (3BL) business approach – People, Planet, and Profitability." "LMI Packaging makes every effort to manage resources wisely," said Troutman. "We are pleased to be part of the growing number of Wisconsin organizations who

NewsBitesare integrating sustainability into all aspects of business operations."The Green Professional designation is the second-highest tier in the Green Masters Program established by the Wisconsin Sustainable Business Council. For more information, or a complete list of Green Masters Program participants, please visit www.greenmastersprogram.com/

New Drinkware!We are pleased to announce the official release of our top-of-the-line porcelain tumbler. The textured base makes it pleasing to the eye, holding 15.2 oz. of your favorite drink. This new tumbler comes in both black and white, featuring double wall porcelain with push on sliding-cover thumb tab sip opening. OneVessel by Vessel Drinkware provides retailers with high-quality, reusable drinkware featuring lifestyle driven artwork to capture the attention of your customers. We offer custom, co-branding, and pre-decorated programs. We look forward to continuing our great relationships with existing customers and establishing new working relationships with future ones. Interested in partnering in one of our programs? Please visit us at www.vesseldrinkware.com, or call (206) 763-0366.

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November 2015

Company .............................................................Phone ....................................Web .................................................... Page ........... NAMA BoothAdd a Scoop Supplements ..................................... (415) 382-6535 ........................addascoop.com .......................................25Alliance for Coffee Excellence .............................. (406) 542-3509 ......................allianceforcoffeeexcellence.org .........26Asean/Stalkmarket .................................................... (503) 295-4977 .......................stalkmarketproducts.com ....................25Bloomfield Industries ................................................ (314) 678-6336 ........................bloomfieldworldwide.com ...................19 ..................................... 1339Buhler Inc ...................................................................... (905) 754-8389 .......................buhlergroup.com .....................................17Burke Brands / Cafe Don Pablo ........................... (305) 249-5628 .......................cafedonpablo.com ..................................25Cablevey Conveyors .................................................. (641) 673-8451 .........................cablevey.com ............................................23Caribbean Coffee Company .................................. (800) 932-5282 .......................CaribbeanCoffee.com ...........................13, 17Coffee Fest Trade Show .......................................... (800) 232-0083 ......................coffeefest.com .........................................19Coffee Shop Manager ............................................... (800) 750-3947 ......................coffeeshopmanager.com .....................25Daterra Coffee .............................................................551937288010 ..........................daterracoffee.com.br .............................23Double Team Inc. ........................................................ (877) 320-3880 .......................double-team.com....................................25Flexicon Corporation ................................................ (610) 814-2400 ........................flexicon.com ..............................................14Follett Corporation .................................................... (800) 523-9361 ........................follettice.com ............................................25 .................................... 1037Fres-co System USA, Inc. ........................................ (215) 721-4600 .........................fresco.com .................................................19Gavina Gourmet Coffee ........................................... (800) 428-4627 ......................gavina.com ................................................13 .......................................239Georgia-Pacific Food Services Solutions (Dixie) ..(866) 435-5647 .......................gppro.com/brand_perfectouch.aspx ...2Grey Fox Pottery ........................................................ (612) 767-7407 .........................greyfoxpottery.com ...............................24International Coffee Consulting Group .............. (818) 347-1378 .......................... intlcoffeeconsulting.com .....................25Java Jacket ................................................................... (800) 208-4128 ....................... javajacket.com .........................................11, 26JoeTap ............................................................................ (800) 325-5893 ....................... joetap.com .................................................7Lbp Manufacturing Inc. ............................................ (800) 545-6200 ......................upshotsolution.com ...............................23 ......................................243LMI Pacakaging Solutions ....................................... (262) 947-3300 ....................... lmipackaging.com ..................................13Mother Parker's Tea & Coffee Inc. ........................ (800) 387-9398 .......................realcup.com ...............................................17 .......................................539Plitek ............................................................................... (847) 827-6680 .......................plitek.com ..................................................3Pod Pack International, LTD. .................................. (225) 752-1160 ..........................podpack.com ............................................24 ..................................... 439Primera Technology, Inc. ......................................... (800) 797-2772 .......................primeralabel.com ....................................25Pro-Line Packaging ................................................... (630) 422-1012 .........................prolinecoffee.com ...................................24Scolari Engineering ................................................... (856) 988-5533 .......................http://scolarieng.com ............................28Shore Measuring Systems ....................................... (217) 892-2544 ........................moisturetesters.com ..............................25State Farm Insurance ................................................See web ......................................st8.fm/bizinsurance.com ......................9The Coffee Trust ......................................................... (505) 670-9783 .......................thecoffeetrust.org ...................................25Tightpac America Inc. .............................................. (888) 428-4448 ......................tightvac.com .............................................26Vessel Drinkware ........................................................ (855) 833-7735 ........................vesseldrinkware.com .............................11Vita-Mix Corporation ................................................ (800) 437-4654 ......................vitamix.com ...............................................5Wilbur Curtis Co. Inc. ................................................ (800) 421-6150 ........................seraphim.coffee .......................................27.......................................622

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Tightvac888.42.TIGhTwww.tightvac.com

Tightvacs are the ultimate Coffee & 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 flavor your customers pay for.

VACUUM CONTAINeR

Java Jacket800.208.4128

www.javajacket.com

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

Protects customers from hot or cold to-go

beverages, and provides a more grippable surface than other coffee sleeves.

SLeeVeS

Alliance for Coffee excellence

Cup of excellence®503.208.2872

AllianceForCoffeeexcellence.org

The Alliance for Coffee Excellence is a U.S.-

based nonprofit global membership organization that advances excellence

in coffee through its flagship Cup of Excellence competition and auction.

COFFee PRODUCeRCOFFee PROCeSS CONSULTING

PAC Coffee Consultants, Ltd.

Kurt Eichmeier425.512.9478

[email protected]

- Need to increase capacity?

- Add products to production?

-Improve production costs?

- Want to explore options?

INSIDeR NeWS

coffeetalkNeWSdailydose.coffeetalk.com

The freshest, most complete daily coverage of coffee news globally. Subscribe

FREE to receive daily email updates or visit us online.

Kevin Curtis, CEO3rd Generation

Who can provide the perfect system to meet your unique specialty co� ee needs...

“From single cup brewers and hot water towers to thermal batch brewers, our line of specialty

co� ee equipment provides precision control with simpli� ed operation. Get the most out

of your specialty co� ees... Curtis delivers the quality brewing you demand and the

enhanced experience that brings your customers back again and again.

Ask how we can help you.”

can.

W I L B U R C U R T I S CO M PA NY, LO S A N G E L E S C A | 800-421-6150 | W I L B U R C U R T I S .CO M | @ WilburCur tisCo

Perfecting the art of brewing since 1941

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november 2015

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