The Starbucks Effect

By Miles Small

What is the Starbucks Effect? It’s the impact that you observe when you go to
8
Convergence of coffee origin and see that every cooperative, every mill has a special holding area
Values- the NCA for cherries destined for Starbucks; where fincas proudly announce that their
Conference coffees are sold to Starbucks; where schools and medical centers have banners
proclaiming ‘Built by Starbucks Coffee’ in the local language. It is in the pride
8- with which Marco Antonio Batres, president of
Dunkin’ Brands- Cofinanzas, a producer in El Salvador speaks
aka humble The Coffee Crisis about Starbucks and the personal relationship
During the Reagan administration, the US
donut shop? he feels with the buyers and the company.
actively worked to abolish the International
Coffee Agreement (ICA) claiming that it stifled (Starbucks agreed to increase the price they paid
16- free and open markets.
Transforming
for his coffee, already bought at a premium, if
Without the protection of the ICA, coffee
the way Coffee producing countries where forced to design
Marco would set that extra money aside to build
does business their production policies around volatile free the community a new school.)
by Tracy Ging market factors based on commodity pricing. According to John Klunk, USAID in Central America specializ-
Seeing an opportunity for entry into this export ing in coffee, many in Central America believe that Starbucks is
cash crop market, Viet Nam aggressively directly responsible for saving the coffee industry from ruin during
20- the coffee crisis by assuring premium contracted pricing for shade
initiated a vast program of full sun lower
Rainforest grown specialty coffee. Starbucks kept many farmers operating and
elevation planting of coffees.
Alliance & When this crop reached maturity, the sudden
cultivating when others were abandoning their farms and destroy-
QAuctions ing their trees and the precious shade canopy.
introduction of Vietnamese coffee into the Since 2000, Starbucks has been engaged in a systematic process
market caused a collapse of the 'C' price, of developing standards that would ensure that the company would
20- ultimately hitting a low of 50¢ per pound. have access to a predictable and expanding source of coffee to feed
Remittances and Although the coffee industry is generally boom its aggressive growth engine. On the way, the company discovered
the impact on the or bust, the length of the crisis drove many that consistent supply was not only about coffee quality and price,
farmers worldwide into failure and bankruptcy. but also about sustainable small farms, business practices educa-
coffee growing tion, wide social responsibility, bio-diversity preservation, and
The coffee markets are only beginning to
regions transparency. In 2003, this process evolved into C.A.F.E. Practices.
recover but there remains lingering problems
(Coffee and Farmer Equity Practices)
as coffee supply appears to fall short of Growing out of the company’s
26- demand for many years to come. voracious appetite for expansion,
Coffee Brewers- Starbucks plunged into the ques-
its all about tion of sustained and predictable
quality supply. The coffee crisis at the turn of the century alerted the company to the
potential threat reduced supply of premium coffees posed to their business plan.
(Please see the ‘Coffee Crisis’ sidebar.)
36- The impact of the emerging awareness of Starbucks was vast. C.A.F.E.
Colombian Practices is a broad and ambitious initiative that engages the company and the
Cup of Excellence small growers in a mutually beneficial relationship. The key to understanding
C.A.F.E. Practices is, as Sue Mecklenburg, Vice-President of Business Practices
beneficiaries at Starbucks says, is thinking of the program as a set of
operating standards that two businesses agree to in order to do
36- business; it is a framework within which Starbucks and small In fiscal 2005, Starbucks purchased 312 million
InterAmerican farmers develop a mutually successful and profitable pounds of coffee and paid an average price of $1.28
transaction. Unlike certification agencies that provide a seal per pound, which was 23% higher than the average
Coffee Rwandan
Continued on page 6 New York 'C' market price during the same period.
radio project
SCAA BOOTH #224
Hospitality News featuring CoffeeTalk www.HospNews.com April 2006 CT 3

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The Starbucks Effect

Continued from page 1
to the grower which will assist in selling the product, C.A.F.E. Practices says that the
company has specific standards that it will accept, if you fulfill those standards then
you are eligible to be a pre-
The C.A.F.E. Practices criteria are... ferred vendor to Starbucks.
This, as Mecklenburg points
Economic Accountability out, is a very significant
Economic Transparency
difference. Starbucks
Equity of Financial Reward
Financial Viability appetite for product is so
voracious that compliance
Social Responsibility
Minimum/Living Wage/Overtime Regulation with the company’s
Freedom of Association/Collective Bargaining standards is a powerful
Vacation/Sick Leave Regulation incentive.
Child Labor/Discrimination/Forced Labot Starbucks is credited as
Access to Housing, Water, and Sanitary Facilities being one of those leading
Access to Education the way in ‘best business and
Access to Medical Care
Access to Training, Health, & Safety
agricultural practices’ in the
coffee growing regions. The
Environmental Leadership - Growers
Watercourse Protection
indirect result of Starbucks
Water Quality Protection policies is that the general
Controlling Surface Erosion health of the coffee industry
Improving Soil Quality has improved. Farmers are
Maintaining Coffee Shade Canopy and Natural Vegetation approaching their operation
Protecting Wildlife in a business like and
Conservation Areas and Ecological Preserves
sustainable way that ensures
Ecological Pest and Disease Management and Reducing
Agrochemical Use
long-term success. Through
Farm Management and Monitoring Practices access to credit, agricultural
Environmental Leadership - Processing training, environmental sup-
Wet port, and of course
Minimizing Water Consumption Starbucks vast buying
Reducing Waste Water Impacts power, small holders are able
Waste Management Operations/Beneficial Reuse to prosper and flourish in an
Energy Conservation/Impacts otherwise predatory buying
Dry
environment.
Waste Management Operations/Beneficial Reuse
Energy Conservation/Impacts Third party certification
programs have often
criticized Starbucks. In many ways this is extraordinarily disingenuous. Taken with-
in the context that Starbucks only purchases Arabica coffees, Starbucks buys nearly
one half of the entire crop of specialty Arabicas that are Fair Trade certified. Most
of the coffee certified by Fair Trade is Robusta, below Starbucks quality standards.
Starbucks also purchases Rainforest Alliance certified products, and in-country ver-
ifiers for Rainforest Alliance frequently act as compliance verifiers for C.A.F.E.
Practices as well.
The C.A.F.E. Practices program is unique in that a for-profit company operates it
for its own purposes. The fundamental agenda is different. Starbucks uses C.A.F.E.
Practices to ultimately ensure a continuous supply of high quality coffees for its
retail cafes. It believes that engaging in a broad program of partnership through
social responsibility and improvement at origin is the way to achieve this goal.
Considering the broad and positive impact the company has had at origin, they may
very well be right.
The Starbucks Effect revolves around 6 key approaches that form an integrated
and sustainable model for purchasing coffee.
• Pay premium prices so that farmers can make profits and support their families.
• Encourage participation in C.A.F.E. Practices.
• Purchase shade grown and certified coffees, including organic and Fair Trade.
• Provide funds for farmers to access credit.
• Invest in social development projects in coffee producing countries.
• Facilitate quality production and processing through the Starbucks Coffee
Agronomy Company, located in Costa Rica.
First and foremost says Mecklenburg is quality. This element differentiates
Starbucks from other certification programs. Before a supplier can be evaluated for
compliance with C.A.F.E. Practices, their coffee has to pass Starbucks quality
standards. Only after quality approval from Starbucks Coffee Trading Company in
Switzerland can a supplier begin the process of evaluation for the other criteria
required by Starbucks
As a follow-up to this story, next month CoffeeTalk will look closely at the NGO
third party certification
agencies that operate in
For a look at the complete documentation requirements
coffee. CT
and standards for Starbucks C.A.F.E. Practices, log on to
www.scscertified.com/csrpurchasing/starbucks.html.
SCAA BOOTH #963
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Convergence of values-
The NCA Annual Conference
An editorial by Miles Small
There are two worlds in coffee. This has always been most clear at the National Coffee
Association Conference. There are companies that believe that specialty coffee is a
drink made with espresso and there are those who believe that specialty coffee
describes a level of quality, consistency, and cultivation of the green beans
themselves.
Dunkin’ Brands- aka humble
donut shop?
By Miles Small
In a presentation at the National Coffee Association
Conference in Boca Raton Florida, Jon Luther, CEO of
Dunkin’ Brands, talked about the humble donut shop called
Dunkin’ Donuts. The way the company has been able to be
successful, he said was a clear vision and passion for what
they do. Founded in the 1940’s by Bill Rosenberg, this hum-
ble ‘donut shop that serves coffee’ has grown to 4400 stores in
the United States and 1700 stores internationally. Yes, that is
4400 stores in the US.
During this period, with the steady guidance of Ellen
Rogers (nee Walker), and others, the coffee beverage program
has advanced. Jon Luther now proudly proclaims that
Dunkin’ Donuts is a ‘coffee retailer that serves food’ (their
menu selections have gone far beyond donuts). In fact, he
announced that Dunkin’ is engaged in rolling out a new
concept that he terms “QCR” – Quick Coffee Restaurant. He
envisions a time in the not-to-distant future when specialty
coffee will be so fully integrated into the QSR category that
this segment of the coffee industry will dominate the specialty
coffee world. QSR customers will as likely walk through the
door looking for a cup of premium coffee as they will for a
burger and fries.
Statistical trends may provide support for this vision. Since
the early days of specialty coffee, back in the 90’s, coffee has
gradually moved inside. Carts and small kiosks, disappeared in
favor of small footprint coffee bars, that disappeared to the café
format, that is now giving ground to the café with fresh
foodservice. Is the QCR really that far away?
In case you are scratching your head as to the mix of Dunkin’
Hospitality News featuring CoffeeTalk
This distinction has always been a badge of superiority to the specialty coffee
industry. This veil of separation is rapidly falling. Specialty coffee has produced a
generation of educated consumers whose collective buying decisions have caused
fundamental changes in the public perception of coffee. Coffee is now in a virtual tie
with soft drinks as the preferred beverage choice and out-of-home consumption of
coffee has grown to the point that grocery sales of coffee have flat-lined,
effectively a loss of market share relative to the growth of US coffee
consumption. It therefore should come as no surprise to specialty coffee
retailers that the major coffee companies have embraced the principles of
specialty coffee.
The two quiet giants in the specialty side, Starbucks and Dunkin’ Brands,
have always straddled the line between the SCAA and the NCA. At this
conference however it was clear that the Big Four, the Multinationals, are
clearly coming on board. Nestle, Sara Lee, S&D, and Kraft are all engaged in
aggressive initiatives to stake positions in Specialty.
The specialty value set of sustainability, transparency, and quality are
now widely embraced by mainstream coffee. The result is that specialty
coffee is caught in a serendipitous world. On the one hand the on-going
success of specialty coffee has proven the business model and on the other
hand, this very success is bringing the companies that specialty loves to hate
right into their side of the debate. Big corporate coffee has always been the
world specialty loves to hate. Now that the value set is blurring, specialty is
losing their emotional foundation.
Many in Specialty have been scoffing at the efforts made by the
multi-nationals to enter into the FairTrade, Organic, Rainforest Alliance,
Utz Kapeh, et.al. certified world, saying that it is only a marketing ploy. Well
maybe, but they are buying coffee, lots and lots of coffee, and that means
that the quality of life is improving at origin. Hasn’t that, after all, been the
mission all along? CT
Donuts and Specialty Coffee, con-
sider this – in New England, the
area Jon Luther refers to as his
‘Fortress Market’, independent
surveys consistently show that the
number one brand of premium
coffee is Dunkin’ and that their
customers, more than 2.7 million a
day across the US, are fiercely
loyal. 100% of the coffee used for
espresso beverages is Fair Trade
Certified, making them one of the
largest supporters of Fair Trade in the
country.
It’s hard to imagine how they can be so
humble, but they are. Discussing Dunkin’s
success with Ellen Rogers, it is clear that she
believes that the trust customers place in the
company is precious and requires continuous
attention. The company has to earn the
customer’s loyalty every day. It is also clear that
she and the company understand that a huge debt
is owed the legacy of customers over the past 60
years; customers who have come into Dunkin’
Donuts everyday fully expecting to get a great cup of
coffee.
One thing should be clear from this to everyone in
Specialty Coffee, the Dunkin’ Donuts around the corner
from you is in the Coffee business, and it intends to just
keep getting better at it. CT
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Hospitality News featuring CoffeeTalk www.HospNews.com April 2006 CT 11

end result is a modern day café that captures the soul and depth of the coffeehouses
Defining your of the 17th century and the tradition of great tastes and experiences reminiscent of
New Orleans.

pilgrimage – While the core concept is offering hot, freshly brewed coffee and made to order
Beignets; the company will endeavor to make its product offerings sensitive to both
consumer trends and taste. The menu for all of the day parts will reflect that

product assortment sensitivity. In essence we have captured all the moments of the day and night that
one could want to indulge in fine cuisines and exceptional drinks. In addition, we will
target and promote these day parts with unique and exclusive events.
by Jamie Utendorf-Hagen
In last month’s article entitled, Masterminding the Journey to Building Your Brand, The French Market Dessert Café . . . Beignets & More Product Assortment
we determined that when creating your specialty brand it is important to go through • New Orleans Style Espresso Bar - This innovative Espresso Bar concept merges the
a step-by-step process that answers various topics by differentiating why and how you popular coffee shop menu with the panache of traditional alcoholic beverages;
are unique and special? We also outlined why and how to define your Vision and • Beignet Meals - A French Market Dessert Cafe … Beignets & More creation using the
Essence. In this month’s article we will share how to define your product assortment basic Beignet dough that is then mixed with ingredients;
and show an example of this process. • Dessert Walk and Pastry Tour - offering Cakes, Pies, Pastries, Dessert Bars and Ice
Cream
Defining your Product Assortment, this takes you on your pilgrimage • Prepared Food Section - Sandwiches, Soups & Salads, Drinks, and other home
• What is it that you will be offering in your new product line, your store, café or replacement specials;
concept as far as specialty products that your customers (wholesale or retail) can • Pre-Packaged Food Section offering FMDC Packaged Coffees, Beignet Mix,
take home, or enjoy on the premise or take-out?; Preserves & Spreads, Flavoring Syrups, Coffee Concentrate, Teas, Breads &
• If the planned products that you will be offering are broad then list by departments Muffins, Chocolate Sauces & Wine Sauces, Biscotti, Shortbread, Cookies, Mints,
or categories and even sub-categories of products rather then listing each sku; Truffles and Pralines;
• If you are considering offering services with your concept then list these by item or • Decorative Gift Retail Section - FMDC Mugs & Latte Cups, French Presses, T-shirts
category. & Caps and Fresh Flowers & Art.
• Coffee & Food preparation demos and classes.
Later you will use these products and/or combination of items to differentiate
your specialty brand concept from the How the Product Assortment Defines the Concept
rest. Central to the design is the exhibition kitchen to allow customers to view the
culinary staff preparing meals. Another important design element is the
Examples and ideas of categories are: espresso bar, which will allow customers to watch as the “Barista” prepares
• Prepared Specialty Beverages the specialty coffee drinks as well as preferred adult alcoholic libations. We
• Prepared Specialty Foods derive our service style from the training provided by ShowTenders, a high-
• Prepared Foods To Go Family Size style beverage service training organization. Finally, a fresh food market and
• Prepared Beverages To Go Office retail area will entice and enact customers as they enter the location.
Size
• Bulk Specialty Food Products All ideas and concepts are ©The French Market Dessert Café . . . Beignets &
• Packaged Specialty Food Products More® and ©Creative Concepts who developed the concept for them. CT
• Small Gourmet Appliances
• Specialty Housewares
• Decorative Gifts
• Services - such as Computer Training (software &
other), Aromatherapy, Homeopathic or Massage
Therapy, Barista or Coffee Training, Seminar Training
(course training), Catering Services, Culinary Training
or many Other’s.

Please note that you can choose a number of

categories noted above or have your own creative ideas.
Later we will divide these various categories into the
day parts that you will be addressing. The point is here
is where you write down every category/product that
presents an opportunity as a benefit and or point of
differentiation and defines your location/company, product
or service.
I always find the best way to explain this process is
to show an example. Not too long ago I worked on a
new brand concept idea, which was a hybrid of the
coffee café, dessert bar and home replacement meals
venue.

The French Market Dessert Café . . .

Beignets & More®
Mission
We are not another corner coffeehouse we are a dessert
café, a restaurant, a take out cafe of quality foods, a
community coffeehouse and a place to see and be seen.
Vision
We are positioned to address the coffee, dessert, snack
and light meal impulses of highly attended tourist and
destination bound consumers.
Essence
A modern day interpretation of the old world
coffeehouses, “A place when one enters they
automatically want to stay, to ponder the day’s events,
chat with a friend or meet a business colleague.” The
CT 12 April 2006 www.HospNews.com
Undervalued beauty:
The coffees of
Papua New Guinea
Papua New Guinea, the country that occupies half of the enormous island of New
Guinea just north of Australia, is certainly one of the least known and least
acknowledged of major coffee producers. Papua New Guinea coffees are very high
grown, at altitudes usually exceeding 5,000 feet. Nevertheless, they tend to be more
delicate in profile and softer in acidity than similarly high-grown coffees from Central
America. The most distinctive note that many (though certainly not all) Papua New
Guinea coffees display is a subtle, sweetly acidy fruit note that often resembles
grapefruit, sometimes a chocolaty grapefruit, if that is possible to imagine, or a
grapefruit with a whiff of fresh-cut cedar. There is a subtle difference in the typical
Papua New Guinea profile, however, depending on where and how the fruit has been
removed and the coffee dried. True village coffees have the skin and pulps removed by
hand in the village, and dried there. Owing to irregularities in fruit removal and
processing, these coffees often add a softly musty or mildewy note to the basic Papua
New Guinea profile, a flavor overlay that reads as earth (think moist fallen leaves) or
perhaps smoke or spice. When inserted into the gently fruity matrix of the Papua
New Guinea profile, this overlay promotes a sweet, earth-muted fruit, a variation on
the often more aggressively earthy character of traditionally processed Sumatra and
Sulawesi coffees. In this month’s review, the 91-rated Caffe Artigiano, 90-rated
samples from Paradise Roasters and Surf City, the 88-rated Supreme Bean, and the
86-rated Atomic Cafe all displayed variants of the gently earth-and-fruit character
that I associate with such village-processed coffees. CT
Americans are running away
from home?
Premium coffee cravings boost coffeehouse and donut shop sales;
store-bought coffee feels negative
American consumers are turning to premium coffee taste, while simultaneously
turning off their home coffeepots. A new report from Mintel shows that premium
coffee is driving success for national coffeehouses, donut shops and quick-service
restaurants, while causing a downturn in food, drug, and mass-merchandise (FDM)
sales of coffee.
Coffeehouses have more than doubled their U.S. sales in the last five years to an
estimated $8.3 billion. In another five years, the market is expected to reach a
staggering $18.8 billion. As a result of this growth, store-bought coffee
manufacturers are feeling the negative effects in their sales.
According to the National Coffee Association (NCA), the popularity of traditional
coffee, described as consumer-brewed coffee, has been declining since 2004. With one
coffeehouse for nearly every 14,000 Americans, coffeehouses are moving coffee sales
away from FDM retailers. Mintel’s exclusive consumer research reports that 35
percent of those who visited a coffeehouse in the last week purchased coffee beans
there; more than 67 percent of coffeehouse visitors listed quality at the top of the
needs list.
“Consumers are moving away from traditional coffee in favor of premium
specialty selections,” said Billy Hulkower, analyst for Mintel. “People have
developed a taste for inventive, upscale, premium-priced coffee. Starbucks and other
coffeehouses have effectively attracted people to their shops, and further flavor and
promotional innovations have the potential to continue negatively impacting
traditional coffee sales.”
Coffeehouses face potential competition from fast-food restaurants. McDonald’s
recently threw its hat into the premium coffee ring. Last week, the fast-food giant
rolled out premium roast coffee in restaurants across the U.S. They join Dunkin’
Donuts, Burger King and other food chains in capitalizing on the premium coffee
success generated by Starbucks and its coffeehouse counterparts.
Currently, these establishments present the biggest potential challenge to the
coffeehouse market.
Hospitality News featuring CoffeeTalk
The Roasterie
Papua New Guinea - Kimel Estate Reviewed: March 2006
Origin: Wahgi Valley, Western Highlands Province, Papua New Guinea
Sweet-toned, delicate aroma with butter notes and hints of chocolate and Mediterranean spice. Even sweeter in the cup, still
delicate but rich, softly acidy and quietly complex with distinct floral notes and a crisp, subtle fruit that suggests Riesling
table wine or perhaps black currant. The fruit notes turn toward cocoa in the long, continuing sweet finish.
Overall Rating: 93 points
Caffe Artigiano - 49th Parallel Roasters
Papua New Guinea - Bunum Wo Peaberry
Origin: Wahgi Valley, Western Highlands Province, Papua New Guinea
Reviewed: March 2006
Delicate but deep aroma, with chocolate, pipe tobacco and leather notes. In the cup earthy but richly sweet, almost sugary,
with cherry fruit notes that acquire a chocolate depth in the profoundly sweet finish.
Overall Rating: 91 points
Island Joe’s Gourmet Coffee
Beemer’s Papua New Guinea Reviewed: March 2006
Origin: Highlands of Papua New Guinea
Delicate aroma with softly pungent cedar and sweet tomato notes. In the cup gently and crisply acidy, with distinct floral
notes and coffee fruit that reads as a tart, chocolate-toned cherry. A simple but very pure coffee expression.
Overall Rating: 91 points
Paradise Roasters
Papua New Guinea Arokara Reviewed: March 2006
Origin: Kainantu district, Eastern Highlands Province, Papua New Guinea
Sweetly smoky, deep-toned aroma with fruit notes that suggest a sort of chocolaty papaya. In the cup deeply and
fundamentally sweet, with spicy, smoky tones and a lush fruit that again suggested chocolate, but with a sweet grapefruit
cast. Clean, rich, long finish.
Overall Rating: 90 points
Surf City Coffee
Fair-Trade Organic New Guinea Reviewed: March 2006
Origin: Okapa Valley, Eastern Highlands Province, Papua New Guinea
Softly low-toned fruit ? bananas, semi-sweet chocolate ? with a twist of cedar in the aroma. In the cup sweetly earthy with
a fruit that displays a hint of ferment. Together this package reads as an earthy orange or raisin with a lean toward semi-
sweet chocolate. Quietly rich, slightly rough finish with a pleasingly persistent earthy chocolate character.
Overall Rating: 90 points
“People want to have convenient access to
premium options,” said Hulkower.
“Chain restaurants that serve breakfast are trying
to present a better one-stop option for their
consumers. In addition to building coffee sales,
newer options are accentuating their current food
offerings.”
Pre-packaged, ready-to-drink (RTD) coffee
beverages also offer future growth competition
against the coffeehouse market. Manufacturers are
turning their sights to increased product innovation
to try to win consumers from the coffeehouse sector.
Home brewing is also aiming for coffeehouse sales
with the newly launched pod brewer, providing
one-cup brewing for consumers, one of the most
recent innovations to make its mark in the small
kitchen appliance market. CT
Mintel is a worldwide leader of competitive media,
product and consumer intelligence. For more than 35
years, Mintel has provided key insight into leading glob-
al trends. With offices in Chicago, London, Belfast and
Sydney, Mintel’s innovative product line provides
unique data that has a direct impact on client success.
For more information on Mintel, please visit their Web
site at www.mintel.com .
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SCAA BOOTH #1463

Hospitality News featuring CoffeeTalk www.HospNews.com April 2006 CT 15

Take a tip from

Starbucks
As Starbucks emerged in Seattle, a whole new social
scene was opened to teens. We checked it out, and
soon declared Starbucks a “cool” place to chill with
our friends. The artsy environment, cool cat music
and couches, and totally trendy drinks lured us in and
hooked us for good. But if Starbucks is the only cool
kid on the block, how do other cafes survive?
Well, every town has their unique, special, and hip
café. Starbucks is great for the million drinks it offers,
its predictable couches, stools, artwork, and ambience, whether I am in Seattle or I
am in New York, but Starbucks does not offer everything a teen is looking for.
Although my local café may be a little bit more expensive for knock off
Frappuccino® and is a bit more low key, it offers a more unique and yet hip place to
be. Teens are always looking for places that they can establish as their own place,
independent from the mainstream. Starbucks is great when you are looking for
something familiar and comfortable, whether you are just walking downtown or you
are visiting another city with your parents, either way, Starbucks will always be there
for you when you just need an already established, ‘socially accepted in the teen
world’ place to be.
Unfortunately for small café owners, it is very hard to set your café apart from all
the rest and convince the teen population to consider your café as the next place to
be. First off, we should take some tips out of the Starbucks guide to having a
successful café with teens. Starbucks has the colorful, charismatic atmosphere down
to a science, maybe even too much. The art on the walls is great, the colorful stripes
and polka dots are very eye grabbing, but it is all too generic. By taking the art, the
music, and eye-grabbing colors, and making it local, you will have a key success.
Starbucks succeeds by making their art and their atmosphere seemingly local, but
the truth is, although it makes you feel like you are at home, there are no connections
to the people or the community, and that is where local cafes have the upper hand
even as the under dogs.
Familiarity is a key component in making your café more successful. If you want
to draw local and out of town crowds, hold community events while following a bit
closely to the artsy atmosphere that Starbucks offers because then you have the killer
combination of familiarity and a unique independent personality for your café.
When you are looking for local attention, local events that anyone can be involved
in are where it’s at. Having children’s art contests, open mics, and artwork done by
local students that community members actually know of and can say, “Hey,
Johnny’s work is great! I’m so proud to see his art up here!” or “Claire finally got
some of her work recognized”. That is what gets people excited because they see their
friends, their community members get a little taste of fame in the community which
creates confidence and interest in checking out local events on a regular basis. Again,
you cannot get this at Starbucks. I know the owners of my favorite cafes and have
personal connections with them. These connections make me more comfortable and
I feel more special in their cafés.
There is nothing like having a personal connection to the people who work at your
favorite local café and no
Starbucks could achieve that. Yes,
when I am out of town and looking “I know the owners of
for a familiar atmosphere, I head to
Starbucks. But my real favorite my favorite cafes and
hang out place is the local café have personal
down the street. To make your café
more popular than the Starbucks connections with them.
in your area is to simply be These connections make
independent and unique, offer local
contests, art, singers, etc. Keep the me more comfortable
sophisticated, cool cat
environment with a comfortable
and I feel more special
feel which Starbucks offers, just in their cafés.”
make it your own and the teens will
come. CT
Meg can be reached at
seattlemeag@yahoo.com
SCAA BOOTH #542
CT 16 April 2006 www.HospNews.com Hospitality News featuring CoffeeTalk

Transforming the
way coffee does
business
The Coffee Quality Institute Launches
qcoffeetrade.com
by Tracy Ging
The Internet has undoubtedly changed our lives in profound ways. It’s altered the
way we communicate, the way we do business, and the way we access information.
The Coffee Quality Institute (CQI) seeks to add one more item to the list…using the
Internet as a way to reward the extra effort it takes to produce higher quality coffee
and in turn, promoting the practices that create a more sustainable marketplace.
In 2004, CQI embarked on an ambitious path to use the Internet as a tool to
transform the way the specialty coffee industry does business. It started with the Q photo courtesy of the Coffee Quality Institute
Auctions. While not the first Internet coffee
auction, CQI’s approach was the first and only to
be enough to cover costs of production.
focus on full-container load volumes. In just two
The core issue is sustainability. Our industry
years, more than 2 million pounds of specialty
needs a sustainable supply of quality coffee and
coffee was transacted and through the
farmers need wages that allow them to sustain
community reinvestment fund, more than
their livelihoods and the livelihoods of the
US$50,000 was provided to coffee communities.
workers they employ. It is also important they be
While the Q Auctions have been successful in
able to reinvest in their farms and communities.
introducing large volumes of quality coffee to the
We need a system that rewards farmers for their
market, CQI always saw the auctions as a first
quality efforts and allows for everyone along the
step. The vision was never about auctions nor is
value chain to prosper and CQI believes that Q
it really about using the Internet to do business,
Coffee Trade is a key part of making that
it is about creating an alternative market
happen.
platform to the C-market, designed specifically
Q Coffee Trade is an innovative new approach
for the specialty coffee industry. CQI believes this
to coffee trade, combining existing business
alternative will help buyers find quality coffees
practices with technology built specifically for
more efficiently and encourage more farmers to
the coffee industry. It is designed to be an
make quality improvements in order to access
economically sustainable solution that moves us
this market.
away from a commodities reference to a quality
This vision is very much rooted in the coffee
reference, based on specialty coffees versus
crises. When coffee prices dropped because of photo courtesy of the Coffee Quality Institute
commercial grade.
over-supply, many farmers could no longer
Q Coffee Trade, at www.qcoffeetrade.com, is
sustain themselves. A large number of farmers were forced the leave the industry or
now the home of the Q Auctions as well as the new Q Market, which is the on-line
use lower-quality production techniques to cut costs and the result was lower quality
marketplace for Q Coffees. Unlike an auction which is scheduled around an event on
coffees. While prices have risen over the past couple of years, the market factors that
a certain day and time, the Q Market provides 24/7 access and is a bid-ask system,
allowed the coffee crises to happen are still in existence; specifically, the use of the
allowing buyers and sellers to negotiate sale terms directly.
commodities market, or C-market, as a price basis.
As part of the Q Coffee Program, all coffees have gone through a rigorous
It is commonly accepted that quality deserves a premium, but that premium is
evaluation process by an International panel of judges and Licensed Q Graders. All
defined as a differential based on the commodities market. So, if coffee on the
coffees meeting the minimum requirements of 80 or more points, using industry
C-Market is $1.00, specialty coffee might be sold for +10 or $1.10. But because
accepted standards as defined by the Specialty Coffee Association of America
quantity determines price in the commodities market, there is an inherent risk that
(SCAA) Technical Standards Committee, are eligible to participate in the Q Market.
prices could drop dangerously low as they did during the coffee crises. In that case,
On this platform, buyers may view a variety of coffees along with the cupping
even if a high quality producer is earning ten cents more than the C, it still may not
profiles, farmer information and the Q Certificate as well as request samples and
customize their own interest list. All transactions are subject to current GCA terms,
or other terms as mutually agreed to by the two parties.
As qcoffeetrade.com gets underway, the first selection of coffees featured are from
Central America. In addition, CQI has partnered with the Rainforest Alliance to
offer Q Grade Rainforest Alliance coffees from ten countries including Central
America as well as Brazil,
Colombia, México, and Peru.
CQI expects to offer more and
more coffees from a variety of
origins in the near future, but
this is an endeavor that will take
time. Creating a new
marketplace will be an ongoing
process, requiring the support
and involvement from the
industry to shape it in a way that
it truly serves its purpose in
helping to improve the quality of
coffee and the lives of the people
who produce it. The results could
not only transform the way
coffee business is done, but also
transform the future of our
photo courtesy of the Coffee Quality Institute industry. CT
Hospitality News featuring CoffeeTalk www.HospNews.com April 2006 CT 17

SCAA BOOTH #2059

CT 18 April 2006 www.HospNews.com
A problem of
gastronomic
proportion
Series Preview- CoffeeTalk welcomes Andrew Hetzel, who is
presenting a mini-series on issues and solutions for coffee in
foodservice.
The best restaurant in town has meticulously planned the evening’s entrées;
offering only the freshest available ingredients, arranged into an appetizing and
visually appealing original creation. Each dish has been thoughtfully paired with a
complimentary wine, served by a knowledgeable and friendly staff trained in the art
of catering to a customer’s every whim. So, you ask, why is this coffee at this place
so awful? With all of the time, money and effort that is invested in planning and
execution of every other area of foodservice at restaurants and hotels, why is only
“coffee” seemingly overlooked?
Naturally occurring oils in coffee create a long-lasting taste experience that
remains with most restaurant and hotel customers for several minutes or hours after
their departure. It is unnerving that any business would knowingly allow the final
perception of their brand experience to be a bitter one; and yet, it’s happening every
day in many of this country’s most celebrated dining spots and top hotels. All of this
is even before you stop to consider that specialty coffee is one of the most profitable
SCAA BOOTH #969
Hospitality News featuring CoffeeTalk
items on any menu. Serving good coffee makes good business sense in every way.
I do not believe this to be some kind of culinary conspiracy – at least, not that I
can prove - but rather, it is the result of a series of innocent mistakes and
misunderstandings that when compounded, have created A Problem of Gastronomic
Proportion. In my upcoming multi-part series of the same name for CoffeeTalk, we
will uncover not only these common problems and suggest some ways to fix them, but
also gauge what real financial impact improving the quality of coffee at any
hospitality business may bring – both in direct consumable sales and as the result of
association with a retail brand.
Thereafter, we will look at some of the new and exiting ways that a fresh batch of
enlightened restaurateurs and some of America’s rising culinary stars are using
specialty coffee as a welcome addition to their flavor palette. Finally, we will
interview some non-traditional retailers that are covering new grounds with specialty
coffee in locations that you may not expect.
There is much work ahead for each of us to be reasonably assured that the next
cup of coffee served after any meal out will be a good one; but never before has the
opportunity of achieving that goal been more real. Everyone benefits from serving
great tasting coffee suppliers earn better wages for their achievement, operators add
value to their products and consumers receive more enjoyment from their experience.
Earning more money from happy customers? Now, that’s something that we can all
drink to! CT
Andrew Hetzel is the President and Founder of Cafemakers, a specialty coffee business
consultancy based in Hawaii. Cafemakers assists coffee shops, hospitality businesses and
restaurants in North America and worldwide to improve customer satisfaction and
profitability by serving better quality coffee. Information is available online at
www.cafemakers.com or by writing to info@cafemakers.com.
Hospitality News featuring CoffeeTalk www.HospNews.com April 2006 CT 19

SCAA BOOTH #468

CT 20 April 2006 www.HospNews.com
Rainforest Alliance Certified
Q Coffees Offered on
QCoffeeTrade.com
The Rainforest Alliance (New York City) has teamed up with The Coffee Quality
Institute (CQI) to offer Rainforest Alliance Certified Coffees on CQI’s new electronic
marketplace, qcoffeetrade.com. The Q Coffee Program, developed by CQI, defines
standards for quality, transparency, traceability and consistency and all coffees must
meet those requirements in order to be declared a Q Coffee and eligible for listing on
qcoffeetrade.com.
This collaboration comes on the heels of the 2005 Q Auctions where several
Rainforest Alliance Certified coffees were offered and were among those to earn the
highest prices of the season. “It
was a clear signal from the trade
that quality is an important
component in promoting
sustainability”, comments
Margaret Swallow, Executive
Director of CQI who goes on to
state, “The Rainforest Alliance
seal is important to coffee buyers
and consumers, as is the Q, and
Remittances and
the impact on
coffee growing
regions
By Miles Small
There is an issue emerging from the coffee regions that can potentially dwarf the best
efforts at sustainability, pricing, credit, bio-diversity, and all the rest. Yet, the issue is
so politically charged that it is often discussed in hushed voices. It is the issue of
immigration and remittances.
As with any highly controversial issue there are emotional elements to all sides of
the debate and, the issue is full of paradoxical elements that challenge us all. The core
of the controversy is that citizens of developing countries have migrated to developed
countries for a wide variety of reasons – political, social, and economic. Once the
emigrants are settled and find gainful employment, often they begin sending money
back home to contribute to the welfare of those left behind. These contributions are
called remittances in the verbiage of world economics.
Remittances are a noble and time-honored tradition that dates back through the
millennia. Courageous souls striking off to unknown and often hostile places in order
to improve the economic life of their families are a powerful economic force. Most
non-Native Americans in the US came here for this very reason. The Irish
immigration during the 1800’s relieved population pressures in Ireland during the
potato famine and remittances secured a sustainable middle class that ultimately rose
up against the tyranny of British rule.
So what is the problem? For all the positives associated with remittances, there is
one powerful negative. Remittances are pulling people off the coffee farms and into
urban areas. Small holder farmers are abandoning their crops and laborers are no
longer choosing to work in agriculture, putting the developing countries agricultural
based economies at grave risk.
According to the World Bank report “Global Economic Prospects; Economic
Implications of Remittances and Migration 2006”, measurable remittances through
formal channels was $167 billion in 2005 with an additional amount of perhaps 50%
sent through informal channels. This amount approximately equaled the foreign
investment internationally and was more than double all the governmental foreign
assistance globally in 2005.
The effect in coffee producing countries is far reaching. The average household
annual income in Central America is approximately US$2200 according to USAID.
The introduction of remittances into a family can have profound effects on labor
decisions, consumption decisions, and residency. The average weekly private
remittance from an immigrant to the north to a private recipient in Central America
Hospitality News featuring CoffeeTalk
having both creates a
compelling proposition for
coffee drinkers”.
Rainforest Alliance growers,
from ten countries, will be submitting coffees to go through a rigorous evaluation
process by an International panel of cuppers and Licensed Q Graders. Rainforest
Alliance Certified coffees are grown under strict standards designed to protect the
environment and improve the lives of workers and their families. Sabrina Vigilante,
Marketing Manager for Rainforest Alliance, remarks, “We’ve been consistently
impressed with the quality of coffees our partners produce and by going through the
Q Coffee Program, we can provide buyers with a tangible and reliable measure of
that. We expect some fantastic coffees to be available”.
The grading will be held at ANACAFE in Guatemala City on March 30 and 31,
2006. From that grading, it is expected that more than 30 full-container load lots will
be posted on qcoffeetrade.com in early April. Origins to be represented include
Brazil, Colombia, Costa Rica, El Salvador, Guatemala, Honduras, México,
Nicaragua, Panamá, and Peru. CT
is US$50, or an annual total of US$2600. American coffee producing countries are
experiencing an explosive rise in consumerism as US dollars, and currency from other
developed countries, flood their economies.
The fundamental paradox is that remittances have a profoundly positive effect on
poverty in developing countries, however the impact on indigineous agricultural
cultures is equally profound. The question becomes, ‘how are you going to keep them
down on the farm?’ El Salvador had to import migrant laborers from Nicaragua and
Honduras in order to get the coffee crop in. The growers were not able to solicit
enough labor from El Salvador who needed the money. The same is happening in
Costa Rica, Guatemala, and especially Mexico.
Gabriel Silva, CEO of the National Federation of Coffee Growers of Colombia,
said in a recent interview that Colombia was very fortunate to avoid many of the
problems associated with remittances. “Our country was already fully involved in an
economic upswing that was allowing for a lot of diversification and foreign
investment. The sudden inflow of remittances did not have the same impact that it
did in other countries” said Silva, “Colombia was very lucky, it could have gone the
other way like elsewhere.”
Although remittances have a positive effect in reducing poverty in developing
countries as well as fostering democratic institutions, these are macro-economic
results. The micro-economic results in the countries are both economic and social.
Remittances can cause the decline and collapse of indigenous wealth created through
harvesting and exporting natural resources. Remittances are non-productive;
nothing was produced in-country to create the offset to the cash. The result can be
the development of a false economy without productivity. Think of it as double entry
accounting. For every asset (cash), there has to be an offsetting liability (labor usage,
natural resource depletion, utility use, etc.). Without this offset, the local economy is
out of balance. It becomes cash rich with no creation of national wealth. The
problem with this is that national requirements for infrastructure continue on and so
the nation must borrow upon its national wealth to pay for the increasing demand for
roads, water, sanitation, electrification, security, and other mandates. If the
remittances are not entering the country through channels owned or controlled by
the receiving country’s government, the government can not increase its
international borrowing capability.
To create a simple illustration, if you had to send US$50 directly to a Nicaraguan
coffee laborer, how would you do it? There are no Nicaraguan banks in the US that
you can walk into and make a deposit to the pickers account. A bank transfer from
your bank to one inside Nicaragua would eat up all the money just in fees. Western
Union, maybe but that requires proximity to an office in-country. Let’s face it,
sending US$50 to Nicaragua would be very difficult. The easiest way is to just send
a check to your picker friend and let him sell it at a discount in the black market or
periodically travel to Nicaragua with an envelope full of cash. (Not so easy after 9/11)
Both these options short circuit the government link and provide no ability to
Nicaragua to leverage the foreign cash.
The result of all this is that farmers and laborers are leaving the rural areas
and migrating to urban areas so that they can take advantage of their newly
found consumerism. It is not difficult to envision a time, based on current trending
of remittances, when the new coffee crisis will be that no one wants to pick it
anymore. CT
This is a listing of current SCAA Wholesale Roaster members. If you would like to add or edit your listing, please use our online form at www.HospNews.com.
Alabama Ashlawn Farm Coffee Lyme 1 860 434-3636 Michigan
Prime-Time Roasters Birmingham 1 205 444-1446 Omar Coffee Co., Inc. Newington 1 860 667-8889 Zingermans Coffee Roaster Ann Arbor 1 734 945-4711
Red Mountain Coffee Roasters Birmingham 1 205 945-8970 Inter-Continental Imports Co., Inc. Newington 1 860 665-1101 The Evelyn Bay Coffee Company, Ltd. Brooklyn 1 800 216-7617
Royal Cup, Inc. Birmingham 1 205 849-5836 Barrie House Coffee & Tea Co. Old Saybrook 1 860 388-3605 Shadrach, Meshach & ABeanToGo Goodrich 1 248 819-7780
Higher Ground Roasters, Inc. Leeds 1 800 794-8575 Ferris Coffee & Nut Co. Grand Rapids 1 616 459-6257
Delaware
Schuil Coffee Co. Grand Rapids 1 616 956-6815
Alaska Delaware City Coffee Company Delaware City 1 302 832-3303
Paramount Gourmet Coffee, Ltd. Lansing 1 517 372-5500
Cafe Del Mundo Anchorage 1 907 562-2326
Florida Magnum Coffee Roastery Nunica 1 616 837-0333
K Bay Caffé Roasting Company, LLC Homer 1 907 299-0880
Z-Coffee Corporation Apopka 1 604 465-7323 Coffee Barrel Okemos 1 517 349-3888
Heritage Coffee Co. Juneau 1 907 586-1088
Coffee Millers and Roasting, Inc. Cape Coral 1 239 573-6800 Coffee Express Co. Plymouth 1 734 459-4900
Arizona Java Gold Gourmet Coffee Roasters Cape Coral 1 800 381-1752 Beanstro Specialty Coffee Roasters Waterford 1 248 674-5876
The Bisbee Coffee Company Bisbee 1 520 432-7931 Greenbrier Coffee Roasters & Tea Imports Crestview 1 904 807-8013
Minnesota
Coffee Reserve LLC Phoenix 1 623 434-0939 Amber Products Limited Ft. Lauderdale 1 876 905 0112
Asplund Coffee LLC Buffalo 1 763 682-6633
Espressions Coffee Roastery Scottsdale 1 480 946-9840 Condaxis Coffee & Tea, Inc. Jacksonville 1 904 356-5330
Custom Roasting, Inc. Buffalo 1 763 682-4604
Cortez Coffee Roasters Tempe 1 800 992-6782 Martin Coffee Co. Jacksonville 1 904 355-9661
Alakef Coffee Roasters, Inc. Duluth 1 218 724-6849
Arbuckle Coffee Tucson 1 520 790-5282 Zoe’s Coffee Roasting Company, Inc Jacksonville 1 904 854-0727
European Roasterie, Inc. Le Center 1 507 357-2272
Roaster X Tucson 1 520 791-0400 Sweetwater Organic Coffee Company Gainesville 1 352 372-8342
B & W Specialty Coffee Minneapolis 1 800 331-2534
San Giorgio Coffee Hollywood 1 888 253-6881
Arkansas Roastery, Inc. The Minneapolis 1 612 310-7873
Baby’s Place Coffee Bar, Inc. Key West 1 305 744-9866
Kennedy Coffee Roasting Company Bentonville 1 479 464-9015 Midnight Roastery Paynesville 1 320 333-0168
Bebidas y Alimentos S.A. (BASA) Miami 1 504 551-6909
Biff’s Coffee Roasting Co. Jacksonville 1 501 985-9595 White Rock Coffee Roasters Saint Paul 1 651 699-5448
Coffee Growers LLC Miami 1 305 421-0004
RoZark Hills Coffee Roasterie Rose Bud 1 501 556-5808 Bull Run Roasting Company St. Louis Park 1 952 285-4242
Colonial Coffee Roasters, Inc. Miami 1 305 634-1843
California Tom Becklund Coffee St. Louis Park 1 952 929-9027
Cafe Don Pablo N Miami Beach 1 305 249-5628
La Mill Coffee Specialists Alhambra 1 606 202-0100 Rodmac Coffee Company Pembroke Park 1 954 322-9100 Missouri
Commercial Cooling Anaheim 1 714 484-0000 Amavida Coffee and Trading Company Santa Rosa Beach 1 850 376-1650 Parisi Artisan Roasters Kansas City 1 816 455-4188
Trinidad Coffee Co. Anaheim 1 714 520-8410 One World Coffee and Tea Sarasota 1 941 400-2160 The Roasterie, Inc. Kansas City 1 816 931-4000
Surf City Coffee Company Aptos 1 831 685-8614 Joffrey’s Coffee & Tea Co. Tampa 1 813 250-0404 Dominic Coffee Lee’s Summit 1 816 525-9319
Pacific Coffee Roasting Company Scottsdale 1 831 685-2520 Valrico Bros. Coffee Co. Tampa 1 813 493-0579 River City Coffee & Tea Saint Charles 1 636 255-0855
Joebella Coffee Atascadero 1 805 461-4822 Kaldi’s Coffee Roasting Co. St Louis 1 314 727-9991
Georgia
Lingle Bros. Coffee, Inc. Bell Gardens 1 800 352-2500 Chauvin Coffee Corp. St. Louis 1 314 772-0700
Aroma Bean Coffee Roasters Inc. Acworth 1 770 917-0701
Kavanaugh Coffee Roasting Company Berkeley 1 510 843-3040 Ronnoco Coffee Co. St. Louis 1 314 371-5050
Imported Restaurant Specialties Alpharetta 1 770 777-6662
Uncommon Grounds, Inc. Berkeley 1 510 644-4451 Tesoros Del Sol St. Louis 1 314 570-9659
Cafe Campesino, Inc. Americus 1 229 924-2468
Rocky Roaster Canoga Park 1 818 347-1378
Martinez Fine Coffees Atlanta 1 404 231-5465 Montana
Carmel Coffee Carmel 1 831 624-5934
Atlanta Coffee & Tea Company Decatur 1 707 981-6774 City Brew Coffee & Cool River Roasters Billings 1 406 294-4620
City Bean Culver City 1 323 965-5000
St. Ives Coffee Roasters, Inc. Gainsville 1 770 287-3200 Cool Beans Coffee Pub Great Falls 1 406 454-8860
Daymar Select Fine Coffees El Cajon 1 619 444-1155
Viazza Coffee Sugar Hill 1 678 549-5014 Montana Roastery Group Inc. Great Falls 1 406 453-8443
McLaughlin Coffee Company Emeryville 1 510 428-2951
Rona Inc. Marietta 1 770 421-9600 FireTower Coffee House & Roasters Helena 1 406 495-8840
Humboldt Bay Coffee Co. Eureka 1 707 444-3969
Fieldhead’s Coffee, LLC Kalispell 1 406 249-5775
Thanksgiving Coffee Co., Inc. Fort Bragg 1 707 964-0118 Hawaii
Hunter Bay Coffee Roasters, Inc. Lolo 1 406 273-5490
Sujus Coffee & Tea Fremont 1 510 742-8880 Hoku Lani, Inc Captain Cook 1 808 328-9910
Morning Glory Coffee & Tea, Inc. West Yellowstone 1 406 646-7061
Roast de Gourmet, LLC Hayward 1 510 783-1010 Kena Pure Kona Coffee Captain Cook 1 808 328-0111
Montana Coffee Traders, Inc. Whitefish 1 406 862-7633
Flying Goat Coffee Healdsburg 1 707 433-9081 Lappert’s Coffee Hanapepe 1 808 335-6121
Diggs Coffee Janesville 1 530 253-1211 Hawaii Coffee Company Honolulu 1 808 847-3600 Nebraska
Strawhouse Organic Coffee Roaster Junction City 1 530 623-1990 Maui Coffee Roasters Kahului, Maui 1 808 877-2877 Harvest Roasting Bellevue 1 402 932-8856
South Coast Coffee Laguna Niguel 1 949 443-5113 Kona Joe Coffee LLC Kealakekua 1 808 322-2100 Midwest Custom Roasting Inc. Omaha 1 402 330-6368
Black Mountain Gold Coffee Lake Forest 1 714 730-2696 Maui Oma Coffee Roasting Co., Inc. Puunene 1 808 871-8664 Pear’s Coffee Omaha 1 402 551-8422
ECO Cafe & Los Pinos Long Beach 1 562 961-3109
Idaho New Hampshire
Apffels Coffee Co. Los Angeles 1 323 846-5500
Treasure Valley Coffee, Inc. Boise 1 208 377-8488 A&E Custom Coffee Roastery Amherst 1 603 578-3338
Bradford Coffee Los Angeles 1 323 268-2333
Café Avion Coeur d’Alene 1 877 432-7890 The Black Bear Micro Roastery Center Tuftonboro 1 603 569-6007
Groundwork Coffee Co. Los Angeles 1 323 930-3910
Doma Coffee Roasting Company Coeur d’Alene 1 208-699-0004 Piscataqua Coffee Roasting Co. Dover 1 603 740-4200
Mount Ararat Coffee Los Banos 1 209 826-4961
Purple Bean Coffee Co. Nampa 1 208 467-5533 Java Tree Gourmet Coffees, Inc. Manchester 1 603 669-7625
Jesus Mountain Coffee Manteca 1 209 823-3121
Two Loons Coffee Strafford 1 603 664-5722
Inland Empire Coffee Mentone 1 909 794-2255 Illinois
The Coffee Company Murrieta 1 909 677-0088 Superior Coffee Bensenville 1 630 860-6223 New Jersey
The Supreme Bean Coffee Roasters North Hollywood 1 818 506-6020 The Great American Coffee Company Bourbonnais 1 815 929-1230 MG Coffee Boonton 1 973 277-5693
Masterpiece Coffee Novato 1 415 884-2990 Columbia Street Roastery Champaign 1 217 352-9713 Corim International Coffee Bricktown 1 732 840-1670
Mr. Espresso Oakland 1 510 287-5200 Herriott’s Coffee Co. Champaign 1 217 352-9713 Talk N’ Coffee Deptford 1 800 597-2326
Peerless Coffee & Tea Company Oakland 1 510 763-1763 Intelligentsia Coffee Roasters & Tea Blenders Chicago 1 312 563-0023 Kobricks Coffee Co. Jersey City 1 201 656-6313
Coffee Brothers, Inc. Ontario 1 909 930-6252 Marquis Development/Dave Cooper & Assoc. Decatur 1 217 428-6664 Kaffe Magnum Opus, Inc. Millville 1 856 327-9962
Coffee Roasters of Pasadena Pasadena 1 626 564-9291 Casteel Coffee Evanston 1 847 424-9999 The Law Coffee Company Newark 1 973 344-2270
Gold Rush Coffee Petrolia 1 707 629-3460 Hearthware Home Products, Inc. Gurnee 1 847-775-8123 Coffee Roasters, Inc. Oakland 1 201 337-8221
Grounds For Enjoyment Redlands 1 909 793-2357 Chicago Coffee Roastery, Inc. Huntley 1 847 669-1156 Lacas Coffee Co. Pennsauken 1 856 910-8662
Signature Coffee Co. Redway 1 707 923-2661 Douwe Egberts Coffee Systems Itasca 1 630 775-9639 Orpha’s Coffee Shop Skillman 1 609 430-2828
Mountanos Bros. Coffee Co. S. San Francisco 1 650 952-5446 JavaMania Coffee Roastery, Inc. Loves Park 1 815 885-4661 World of Coffee Stirling 1 908 647-1218
Rodger Bories San Francisco 1 415 587-5187 Sidestreet Coffee Roastery Normal 1 309 454-4003
New Mexico
Java City Sacramento 1 916 565-5500 Coffee Fresh, Inc. North Chicago 1 847 578-0772
New Mexico Coffee Co. Albuquerque 1 505 856-5282
Terranova Coffee Roasting Co., Inc. Sacramento 1 916 929-1681 Fratelli Coffee Company Schiller Park 1 847 671-7300
Cafe Moto San Diego 1 619 239-6686 Coffee Masters, Inc. Spring Grove 1 815 675-0088 Nevada
Plantation Station Coffee Roasters San Diego 1 858 676-8306 Coffee Roasters of Las Vegas Las Vegas 1 702 435-9338
Indiana
Ryan Bros. Coffee, Inc. San Diego 1 858 751-0825 The Whole Bean Las Vegas 1 877 536-5662
Three Rivers Coffee Co. Fort Wayne 1 260 469-2233
Capricorn Coffees, Inc. San Francisco 1 415 621-8500 Agtron, Inc. Reno 1 775 850-4600
Julian Coffee Roasters Indianapolis 1 317 247-4208
JBR, Inc. Gourmet Foods San Leandro 1 800 645-4515 Stanton Coffee Indianapolis 1 317 280-1230 New York
LaDonna’s Coffee Roasting Co. San Luis Obispo 1 805 545-9539 Alliance World Coffees Muncie 1 765 282-1004 Parkside Coffee Bowmansville 1 716 681-3078
Equator Estate Coffees & Teas, Inc. San Rafael 1 415 485-2213 Noble Coffee & Tea Noblesville 1 317 773-0339 Gillies Coffee Co. Brooklyn 1 718 499-7766
Caribbean Coffee Co., Inc. Santa Barbara 1 805 962-3201 Hena Coffee Brooklyn 1 718 272-8237
Java Jones Coffee House Santa Barbara 1 805 962-4721 Iowa
Trade Marcs Group—Café La Sameuse Brooklyn 1 718 387-9696
Barefoot Coffee Roasters Santa Clara 1 408 248-4500 US Roasterie Des Moines 1 515-243-4409
McCullagh Coffee Buffalo 1 716 856-3473
Java Bob’s Coffee Roasting Santa Cruz 1 831 425-7143 Zanzibar’s Coffee Adventure Des Moines 1 515-244-7694
illy caffe North America, Inc. Elmsford 1 800 872-4559
Willow Tree Coffees San Jose 1 408 472-7086 Friedrichs Coffee Urbandale 1 888-612-5050
gimme! coffee Ithaca 1 607 273-0111
Clean Foods, Inc. Santa Paula 1 805 933-3027 Kansas ESSSE Caffe Linden Hill 1 800 348-6664
Limoneira Coffee & Tea Co. Santa Paula 1 805 525-5541x240 Z’s Divine Espresso, Inc. Lawence 1 785 842-7651 White Coffee Corp. Long Island City 1 718 204-7900
Ecco Caffe Santa Rosa 1 707 525-9309 PT’s Coffee Company Topeka 1 785 862-5282 Eldorado Coffee Ltd. Maspeth 1 718 418-4100
Taylor Maid Farms LLC Sebastopol 1 707 824-9110 Riffel’s Coffee Co. Wichita 1 316 269-4222 Danesi Caffe USA, Inc. New York 1 646 742-9798
Volcanic Red Coffees Sherman Oaks 1 818 995-1259 Irving Farm Coffee Company New York 1 212 206.0707
Mother Lode Coffee Roasting Co. Sonora 1 209 533-2750 Kentucky
Lavazza Premium Coffees Corp. New York 1 212 725-8800
Sonora Gold Coffee Roasters Sonora 1 209 589-9368 Cosumers Choice Coffee Louisville 1 502 968-4151
Longo Coffee & Tea New York 1 212 477-5421
Alpen Sierra Coffee Roasting Company South Lake Tahoe 1 530 541-1053 John Conti Coffee Co. Louisville 1 502 499-8600
R. P. Coffee Ventures New York 1 212 852-7726
Bay Area Coffee, Inc. Suisun 1 707 864-6264 Southern Heritage Coffee Co. Winchester 1 727 573-0101
B. K. Associates International Oneonta 1 607 432-1499
F. Gaviña & Sons, Inc. Vernon 1 323 582-0671 Louisiana Premium Coffee Roasters, Inc. Orchard Park 1 716 662-1788
Adore Espresso Vista 1 800 570-9101 Community Coffee Company, LLC Baton Rouge 1 225 368-4544 Dallis Coffee Ozone Park 1 718 845-3010
Pacific Bay Coffee Co. & Micro-Roastery Walnut Creek 1 707 751-0871 River Road Coffee, Ltd. Baton Rouge 1 225 751-2633 Grafton Hills Coffee Roasters, Inc. Petersburg 1 518 686-3336
Santa Cruz Coffee Roasting Watsonville 1 831 685-0500 New Orleans Coffee Works Kenner 1 866 766-6629 J.B. Peel Coffee & Tea Company Red Hook 1 845 758-1792
Colorado Cane River Roasters Natchitoches 1 318 354-7747 Spin Caffe Coffee Roasters Rochester 1 585 506-9550
Devil’s Backbone Coffee Roasters Berthoud 1 970 532-3510 American Coffee Company, Inc. New Orleans 1 504 581-7234 Paul de Lima Co., Inc. Syracuse 1 315 699-5282
Brewing Market Coffee Boulder 1 303 447-9523 Coffee Roasters of New Orleans New Orleans 1 504 827-0878 Coffee Labs Roasters Tarrytown 1 914 332-1479
Breckenridge Coffee Roasters Breckenridge 1 970 453-5353 Jelks Coffee Roasters Shreveport 1 318 636-6391 Hampton Coffee Roasters Water Mill 1 631 726-2633
Bongo Billy’s Coffees Buena Vista 1 719 395-4991 Maine North Carolina
Crow Foot Valley Coffee Castle Rock 1 303 814-0999 Benbow’s Coffee Roasters Bar Harbor 1 207 288-2552 Dilworth Coffee Charlotte 1 704 554-7111
High Rise Coffee Roasters Colorado Springs 1 719 633-1833 Wicked Joe Brunswick 1 207 725-1025 S & D Coffee Co., Inc. Concord 1 704 782-3121
Pikes Perk Wholesale and Roasting Co. Colorado Springs 1 719 265-6880 Carpe Diem Coffee Roasting Co. N. Berwick 1 207 676-2233 Broad Street Coffee Roasters Durham 1 919 688-5668
Boyer Coffee Company, Inc. Denver 1 303 289-3346 Coffee By Design, Inc. Portland 1 207 879-2233 Counter Culture Coffee, Inc. Durham 1 919 361-5282
Cafe Cartago Denver 1 303 297-1212 Rock City Coffee Roasters Rockland 1 207 594-5688 Carolina Coffee Roasting Company Greensboro 1 800 457-2556
Cafe Novo Coffee Roasters, LLC Denver 1 303 295-7678 Java Estate Roastery, Inc. Hampstead 1 910 270-0266
Kaladi Coffee Denver 1 720 570-2166 Maryland
Caffe Pronto, Inc. Annapolis 1 410 626-0011 Eighth Sin Coffee Company Raleigh 1 919 832-8898
Purewater Dynamics, Inc. Denver 1 303 922-4383 Larry’s Beans, Inc. Raleigh 1 919 828-1234
The Scottish Roaster, LLC Denver 1 303 922-3104 The Daily Roast Coffee Co., Inc. Annapolis Junction1 301 498-7787
Orinoco Coffee & Tea, Ltd. Laurel 1 301 953-1200 Stockton Graham & Company Raleigh 1 919 881-8271
Mountain State Golden Roast, LLC Englewood 1 303 868-4454 Tradewinds Coffee Co., Inc. Raleigh 1 919 878-1111
Cafe Richesse Fort Collins 1 970 484-1979 Massachusetts Cape Fear Roasters, LL Wilmington 1 910 254-9277
Vail Mountain Coffee & Tea Company Minturn 1 970 827-4008 Galapagos Coffee Roasters Chicopee 1 413 593-8877 Kaldi Gourmet Coffee Roasters Wilmington 1 910 350-0990
Steamboat Coffee Roasters Steamboat Springs1 970 879-4276 Barrington Coffee Roasting Co., Inc. Great Barrington 1 413 528-0998 Port City Roasting Co. Wilmington 1 910 796-6647
Allegro Coffee Co. Thornton 1 303 444-4844 New England Coffee Co. Malden 1 781 324-8094 Krispy Kreme Coffee Company Winston-Salem 1 336 726-8845
Connecticut Comfort Foods, Inc. N. Andover 1 978 557-0009
Indigo Coffee Roasters, Inc. Northampton 1 800 447-5450 North Dakota
Willoughby’s Coffee & Tea Branford 1 800 388-8400 MoJo Java, Inc. Westhope 1 701 245-8080
Coffee-Tea-Etc., LLC Goshen 1 860 491-9920 Armeno Coffee Roasters, Ltd. Northborough 1 508 393-2821
Baronet Coffee Inc. Hartford 1 860 527-7253
This is a listing of current SCAA Wholesale Roaster members. If you would like to add or edit your listing, please use our online form at www.HospNews.com.
Ohio South Carolina Honduras Coffee Company Stuart 1 877 466-3872
Susan’s Coffee and Tea Akron 1 330 733-3444 Turtle Creek Coffee Columbia 1 803 419-2020 Cape Henry Coffee Virginia Beach 1 866 242-6333
Coffee Break Roasting Company Cincinnati 1 513 841-1100 Coffee Roasters of Charleston Mount Pleasant 1 800 677-KAFE
Washington
Caruso’s Coffee, Inc. Cleveland 1 440 546-0901 Island Coffee/ICCB, Inc. Ravenel 1 843 889-2448
Attibassi Bellevue 1 425 319-9393
Crimson Cup Coffee & Tea Columbus 1 614 252-3335 Little River Roasting Company Spartanburg 1 864 582-7900
Moka Joe Bellingham 1 360 714-1953
Stauf’s Coffee Roasters Columbus 1 614 487-6050 Leopard Forest Coffee Company Travelers Rest 1 864 834-5500
Tony’s Coffees & Teas, Inc. Bellingham 1 360 733-6319
Seven Hills Coffee Company Lebanon 1 513 489-5220
South Dakota Fidalgo Bay Roasting Coffee Burlington 1 360 757-8818
Berardi’s Fresh Roast, Inc. N. Royalton 1 440 582-4303
Dry Creek Coffee Hill City 1 605 209-4999 La Crema Roasting Company Burlington 1 360 333-1035
Boston Stoker Vandalia 1 937 890-6401
Bully Blends Coffee & Tea Inc. Rapid City 1 605 342-3559 Pioneer Coffee Roasting Company Cle Elum 1 509 674-4100
Drake’s Fine Coffee Roasting Sylvania 1 419-882-0800
Dark Canyon Coffee Co. Rapid City 1 605 394-9090 Jousting Penguin Clinton 1 877 278-0175
A Coffee Affair, LLC West Chester 1 513 759-4906
D&M Coffee Company Ellensburg 1 800 264-JAVA
Queen City Coffee Company West Chester 1 800 487-7460 Tennessee
Urban City Coffee Roasters Everett 1 425 265-1610
Bluff View Art District, Inc. Chattanooga 1 423 265-5033
Oklahoma Camano Island Coffee Roasters Camano Island 1 360 387-7493
Stone Cup Roasting Chattanooga 1 423 698-4404
Neighbors Coffee and Tea Oklahoma City 1 405 236-3932 McCauley Coffee Roasters, LLC Kent 1 253 859-4303
The Chattanooga Coffee Company Chattanooga 1 423 624-4999
Prima Oklahoma City 1 405 525-0006 Raven’s Brew Coffee Roasters Kirkland 1 425 576-9495
Summit Coffee Company Hermitage 1 615 391-5493
Alpine Coffee Roasters Leavenworth 1 509 548-3313
Oregon Vienna Coffee Company, LLC Maryville 1 865 567-2058
Java! Java! Coffee Co., Inc. Maple Valley 1 425 432-2184
Allann Bros. Coffee Co., Inc. Albany 1 541 812-8000 Bongo Java Roasting Co. Nashville 1 615 777-2572
Mukilteo Coffee Co. Mukilteo 1 425 348-9692
La Dolce Vita Coffee Roasters Baker City 1 541 663-1306
Texas Batdorf & Bronson Coffee Roasters Olympia 1 360 754-5282
Uncle Bob’s Coffee Baker City 1 541 523-2128
Addison Coffee Roasters Addison 1 972 404-1145 Martin Henry Coffee Roasters Puyallup 1 253 848-6427
RayJen Coffee Company Bandon 1 877 347-1144
Los Armadillos Coffee Austin 1 512 472-3838 Java Trading Co. Renton 1 425 917-2920
Mellelo Coffee Roasters Central Point 1 541 779-9884
Texas Coffee Traders Austin 1 512 476-2279 Caffe D’arte Seattle 1 800 999-5334
Full City Coffee Roasters Eugene 1 541 344-4829
Trianon the Coffee Place Austin 1 512 328-4033 Caffe Luca Seattle 1 206 275-2720
BJ’s Coffee Company Forest Grove 1 503 357-1195
Texas Coffee Co. Beaumont 1 409 835-3434 Caffe Umbria, Inc. Seattle 1 206 762-5300
Rogue River Coffee Co. Grants Pass 1 541 474-2200
Globex America Dallas 1 214 353-0328 Fonte Coffee Roasters Seattle 1 888 783-6683
Motley Brew Coffee Company Joseph 1 541 432-2326
Tyler Distant Lands 1 800 346-5459 Tully’s Coffee Seattle 1 206 695-7664
Caravan Coffee Newberg 1 503 538-7365
El Paso Coffee Roasters, LLC El Paso 1 915 587-7526 Zoka Coffee Roaster Seattle 1 206 217-5519
Oregon Coffee Roaster, Inc. North Plains 1 503 647-5102
Cafe Maison Coffee Houston 1 713 529-2314 Lowery & Co. Inc. Snohomish 1 360 668-4545
Boyd Coffee Company Portland 1 503 666-4545
Jumel Leasing Houston 1 713 516-8750 Craven’s Coffee Company Spokane 1 509 747-6424
Coffee Bean International, Inc. Portland 1 503 227-4490
Katz Coffee Houston 1 713 864-3338 Dillanos Coffee Roasters Sumner 1 800 234-5282
Portland Roasting Co. Portland 1 503 236-7378
Lola Savannah GP Houston 1 713 222-9800 Fox Hollow Coffee, Inc. Sumner 1 253 891-0500
Ristretto Roasters Portland 1 503 281-4234
Segafredo Zanetti USA, Inc. Houston 1 281 821-3717 Dominic’s Coffee Co. Tumwater 1 866 759-9036
World Cup Roasters Portland 1 503 228-5503
AAH! Coffee Irving 1 214 636-6790 Raven’s Brew Coffee Tumwater 1 800 917-2836
Pennsylvania DeCoty Coffee Co. San Angelo 1 915 655-5607 Firehouse Coffee Company University Place 1 253 606-4134
Main Line Coffee Roasters Ardmore 1 610 642-3066 Cuvee Coffee Roasting Company Cuvee 1 866 688-6608
Wisconsin
Hometown Coffee and Food Co. Bridgeville 1 412 221-7200 Coffee City USA, Inc. Tyler 1 888 583-9526
La Java a Roasting House Green Bay 1 920 662-0500
Cohveca Coffee Collegeville 1 877 COHVECA Distant Lands Coffee Roaster Tyler 1 800 346-5459
Victor Allen Coffee Little Chute 1 930 788-2280
The Harbour Coffee Co. Hershey 1 717 534-2439
Utah Ancora Coffee Roasters, Inc. Madison 1 608 255-2900
College Coffee Roasters Lancaster 1 717 293-0605
Caffe Ibis Coffee Roasting Co. Logan 1 888 740-4777 Kaldi’s Best, LLC. Madison 1 608 252-9700
Lancaster County Coffee Roasters Lancaster 1 717 392-2080
Millcreek Coffee Roasters Salt Lake City 1 801 595-8646 Steep & Brew Madison 1 608 223-0707
The East Indies Coffee & Tea Company Lebanon 1 717 228-2000
Salt Lake Roasting Co. Salt Lake City 1 801 363-7572 Alterra Coffee Roasters, Inc. Milwaukee 1 414 273-3747
Ellis Coffee Company Philadelphia 1 215 537-9500
Vermont Anodyne Coffee Roasting Company Milwaukee 1 414 276-8081
Blue Water Coffee Philadelphia 1 215 848-3498
Speeder & Earl’s Inc. Burlington 1 802 660-3996 Door County Coffee & Tea Co. Sturgeon Bay 1 920 743-8808
La Colombe Torrefaction Philadelphia 1 215 426-2011
Green Mountain Coffee Roasters Waterbury 1 802 244-5621 Berres Brothers Inc. Watertown 1 920 261-6158
La Prima Espresso Company Pittsburg 1 412 565-7070
The Reading Coffee Roasters Reading 1 610 373-7323 Vermont Artisan Coffee Tea Waterbury 1 866 882-7876 Wyoming
Electric City Roasting Co. Scranton 1 570 499-5739 Virgina Great Northern Coffee Co., Inc. Jackson Hole 1 307 733-5323
Arbuckle Coffee Co. Inc. Verona 1 412 653-8378 Shenandoah Joe Coffee Roasters Charlottesville 1 434 295-4563 Coal Creek Coffee Co. Laramie 1 307 745-0165
Morning Star Coffee, Inc. West Chester 1 610 701-7022 Lexington Coffee Roasting Co. Lexington 1 540 462-3990 James Smith Sheridan 1 307 672-1744
Rhode Island First Colony Coffee & Tea Co. Norfolk 1 757 622-2224 International
Autocrat Coffee and Extracts Lincoln 1 401 333-3300 Orange Roasters Orange 1 866 739-5282 Amore Coffee Australia 61 7 5593-4000
Custom House Coffee Middletown 1 401 842-0008 Mountain View Coffee Roasters Ruckersville 1 434 985-1563 New York Coffee Bahrain +973 1762-3584
Excellent Coffee Company Pawtucket 1 401 724-6393 Kiari’s Coffee Source Sterling 1 703 904-0777
New Harvest Coffee Roasters Rumford 1 401 438-1999

SCAA BOOTH #669

Hospitality News featuring CoffeeTalk
Fonté Coffee Roaster
announces new iced tea line
Fonté Coffee Roaster, Seattle’s premium
coffee roaster, today announced a
custom line of iced-teas, adding to its tea
offerings and creating an introductory
line of its exclusive tea products.
Dubbed the Select Series, the three new,
hand-crafted teas include: Classic Iced, a
black tea with unique flavors drawn from
a blend of several Asian teas; Mango
Tropical, a blend of vanilla, mango and
other tropical fruits; and Citrus Peach,
which blends herbs, flowers, fruit and
black tea. These exquisite teas, featuring
the best natural flavors and ingredients
in the world, allow Fonté’s hotel,
restaurant and coffee bar clients to add a
refreshing coffee-alternative to their
summer beverage menu, creating a new
revenue opportunity. The Select Series
teas are available today at a wholesale
price of $14.95 per pound. Fonté super-
premium coffee blends and teas are
online at www.fontecoffee.com or by
calling 1-888-783-6683.
Pickwick® Tea brews better
for Mother’s Day
Pickwick® Chamomile Caffeine Free
Herbal Tea adds a soothing touch to
Mother’s Day menus. The finest pure
herbs and botanicals make for a delicious
herbal infusion with PickwickR
Chamomile Caffeine Free Herbal Tea.
Each PickwickR tea bag is packaged in
foil for maximum freshness. Pickwick
offers top quality teas with a European
heritage that dates back more than 200
years. For more information, visit
www.saraleefoodservice.com or call
1-800-682-SARA (7272).
www.HospNews.com April 2006 CT 25
Mobile
Payment
Processing
fully
integrated
with
Restaurant
Manager™
POS System
Simple, secure
tableside payment
processing is the
latest in the long line of mobile benefits
offered to customers who dine in estab-
lishments using the latest version of
ASI’s Restaurant Manager POS System.
ASI’s new mobile payment processing
addresses the mounting issue of credit
card fraud by allowing the complete
payment transaction to occur in front of
the customer without the customer ever
losing sight of their credit card. Mobile
payment processing is most ideally
suited for full service restaurants,
stadiums, cocktail bars and other
hospitality environments where
payment is currently processed away
from the customer, but it also works well
SCAA BOOTH #1547
in fast food establishments who wish to
implement “line busting” services.
New coffee company
generating business in
Western New York
Parkside Coffee is a new gourmet coffee
roastery based in Western New York.
What sets Parkside apart from other
mail order coffee companies is that they
roast-to-order the worlds finest green
coffee beans in small batch roasts
ensuring the freshest cup of coffee you
can get delivered at home. The secret
behind Parkside’s impressive cup is
Roastmaster Thomas Hodges. He’s truly
an artisan who’s devoted his life to coffee
and genuinely loves his craft. Parkside
currently provides coffee to local dining
establishments, offices and private clubs,
in addition to their superior home
delivery. For more information contact
the company at 716.681.3078.
Continued on page 34
SCAA BOOTH #1043,127
CT 26 April 2006 www.HospNews.com Hospitality News featuring CoffeeTalk

SCAA BOOTH #2038

Coffee brewers, its all about quality

In all things, quality counts, so why do so many restaurants and coffee shops pay
so little attention to brewed coffee? Coffee is not a ‘throw-away’ to the customer.
We have spent enormous time, energy, and money as an industry educating our
consumers to expect and demand the best. Why would a professional restaurant
owner accept any coffee simply because the vendor gave him a free coffee maker?
Would a chef use any oven given to him simply because the foodservice distributor
gave it to him? No! His career depends on having the right equipment to ensure
his customers a quality meal. Yet many think through their coffee programs in
just that way. With so many new technologies and innovations on the market, its
time to view your coffeemaker as the professional equipment that it is.
Today’s brewers have digital brew time and temperature controls that
continuously monitor and micro-adjust water temps based on the programmed
settings from the operator.
Some have automatic grinders that grind and measure the exact amount
necessary for the brew. No guesswork, or food waste.
The shuttles (read pots) are now highly engineered containers that ensure
temperature control without reheating and let you know when the coffee has
drifted beyond twenty minutes or so and the coffee “freshness” has begun to dull.
The Thompson valve! This little design wonder ensures that coffee stays down
with its warm friends rather than up in the chilly spout.
Highly engineered shower heads ensure even water coverage throughout all the
grounds.
For years, this element of the coffee business was largely ignored, a step-child
to espresso drinks, but not anymore. These new brewers are highly engineered
necessary equipment in any café or restaurant. Your customers are becoming more
sophisticated, your brewed coffee program better be too!
Use these suppliers to build you information base and then make an informed
decision on the system that suits your operation. CT

AquaBrew, Inc. Bunn Corporation Grindmaster Corporation Royal Coffee Maker

714.432.8800 217.529.6601 800.695.4500 800.546.8394
www.aquabrew.com www.bunn.com www.grindmaster.com www.royalcoffeemaker.com
Santa Ana, CA Springfield, IL Louisville, KY Okemos, MI

Bloomfield Industries Cecilware Corp. Keurig, Inc. Wilbur Curtis Company

775.689.5700 718.932.1414 888.287.2739 800.421.6150
www.wellsbloomfield.com www.cecilware.com www.keurig.com www.wilburcurtis.com
Verdi, NV Long Island City, NY Wakefield, MA Montebello, CA

Bravilor Bonamat FETCO(r) Nespresso X Cafe LLC

+31.0.72.57.751 847.719.3000 800.566.0571 978.464.8010
www.bravilor.com www.fetco.com www.nespresso.com www.x-cafe.com
Lake Zurich, IL New York, NY Princeton, MA
Brewmatic
800.421.6860
www.brewmatic.com
Torrance, CA
Hospitality News featuring CoffeeTalk www.HospNews.com April 2006 CT 27

SCAA BOOTH #224

CT 28 April 2006 www.HospNews.com Hospitality News featuring CoffeeTalk

Dr. Smoothie
SCAA Company Highlights Enterprises
888.466.9941
www.drsmoothie.com
Armeno Coffee Roasters Bunn Corporation Coffee Holding Co. Fullerton, CA
508.393.2821 217.529.6601 800.458.2233 Bar Mix, Chai, Coffee Concentrate, Frozen
www.armeno.com www.bunn.com www.coffeeholding.com Bev Mix, Functional Beverages, Hot Drink
Northborough, MA Springfield, IL Brooklyn, NY Mixes, Smoothie/Frozen Bev
Chai, Coffee Roaster, Coffee Brewer Manuf, Frozen Bev Equip, Coffee Roaster, Green Coffee 100% Crushed Fruit Smoothie
Grinding Equipment, Syrups, Teas Granita Equip/Supplies, Grinding Dealers/Brokers Concentrates contain vine ripened fruits
Equipment, Iced Tea Equipment SCAA Booth #542 and NO corn syrup. Shelf stable purees are
Bear Creek Coffee BUNN’s quality beverage equipment all natural and vitamin/mineral fortified.
317.272.1446 includes coffee brewers and grinders; Creative Concepts Café Essentials is a complete selection of
www.bearcreekcoffee.com liquid coffee dispensers, iced tea brewers; 719.395.9263 mocha/latte/chai/vanilla blends.
Avon, IN cappuccino, granita, and juice machines; www.mugconcepts.com SCAA Booth #2038
Carts, Coffee House precise temperature water and water filter Buena Vista, CO
Products, Coffee Retailer, Coffee Roaster, systems; and paper filters. Consulting Services F. Gaviña & Sons, Inc.
Retail Merchandise, Training Resources SCAA Booth #1555 800.428.4627
Cup for Education www.gaviña.com
Big Train Inc. Cafe de El Salvador 800.458.2233 Vernon, CA
800.244.8724 503.2267.6600 www.cupforeducation.org Coffee Roaster
www.bigtrain.com www.salvadorancoffees.com Brooklyn, NY Gaviña offers over 150 quality coffees in
Foothill Ranch, CA San Salvador, Coffee Roaster whole bean and ground, light and dark
Bar Mix, Chai, Frozen Bev Green Coffee Dealers/Brokers SCAA Booth #542 roasts, in bulk, brick, cans, portion
Equip, Frozen Bev Mix, Granita Proud of our heirloon varietals, we packs, pods and now organic, too! Call
Equip/Supplies, Hot Drink Mixes, recognize the evolution in market Da Vinci Gourmet for our Free shipping policy
Smoothie/Frozen Bev, Syrups requirements. Through research and 800.640.6779 SCAA Booth #1547
Your #1 Manufacturer of Blended-Ice standards improvement, the Salvadoran
coffee industry is committed to the www.davincigourmet.com
Coffees, Powdered and Liquid Chai Tea, Waukesha, WI Fiorenzato USA
Fruit Tea Smoothies, Low Carb Drink delivery of higher quality and value 888.899.0008
Mixes, Gourmet Hot Chocolate, Flavor added service to our consumers. Bar Mix, Chai, Chocolate, Confections,
Frozen Bev Mix, Hot Drink Mixes, Low www.fiorenzatocs.com
Syrups and more! SCAA Booth #863
Carb, Retail Merchandise, Hackensack, NJ
SCAA Booth #545 Smoothie/Frozen Bev, Spirits,
Café La Semeuse Espresso Machine Manuf,
718.387.9696 Sweeteners/Toppings, Syrups, Teas Grinding Equipment
BJ’s Coffee Co
www.CafeLaSemeuse.com Da Vinci Gourmet® provides products SCAA Booth #224
503.357.1195
specially formulated for the specialty cof-
www.bjscoffee.com Brooklyn, NY fee industry. We offer the most extensive Great Northern Coffee Co.,
Forest Grove, OR Coffee Roaster line of flavored syrups in the industry. Da Inc.
Coffee Roaster For 100 years in Europe and 20 years Vinci Gourmet also provides turnkey mar- 800.216.5323
here, our signature roast has been laud- keting support services and programs, www.greatnortherncoffee.com
Boyd Coffee Company ed for its noticebly full flavor with available on our website at www.davin-
absolutely no bitterness. Four 100% Jackson Hole, WY
503.666.4545 cigourmet.com/retailer.
Arabica blends. 2-Time Winner: Fancy Chai, Coffee Roaster, Distributor
www.boyds.com SCAA Booth #1663 Espresso Machines/ Equipment, Frozen
Portland, OR Food Show Award. Highest Preferred
Rating: NY Times. Bev Mix, Hot Drink Mixes, Iced Tea,
Chai, Coffee Brewer Delaware City Syrups
Manuf, Coffee Roaster, Espresso Coffee Company
Machine Manuf, Frozen Bev Mix, Caffé Pronto 302.832.3303 Gruppo Cimbali
Gourmet Food, Granita Equip/Supplies, Coffee Roastery www.delawarecitycoffeecompany.com +39.02900.491
Grinding Equipment, Hot Drink Mixes, 888.697.7668 Delaware City, DE www.cimbali.it
Retail Merchandise, Smoothie/Frozen www.caffepronto.com Coffee Roaster, Green Coffee Binasco, MI
Bev, Soups, Syrups, Teas Annapolis, MD Dealers/Brokers, Grinding Equipment, Commercial Kitchen Equipment,
Boyd Coffee Company is the Pacific Coffee Roaster Roasting Equipment Espresso Machine Manuf, Grinding
Northwest’s only family owned and Craft Roasters of the World’s Finest Coffees - We offer a variety of the finest quality Equipment, Water Filtration
operated authentic coffee company with Single Origin Estates -Master Blends & coffee from around the world, roasted
100 years of experience. We continue SCAA Booth #457
Espresso -Organics & Sustainables -CO2 daily under the highest quality control
our grandfather’s commitment to Decafs standards. Our goal is to deliver the
creating the finest specialty coffees, Gruppo Cimbali/Faema
SCAA Booth #778 freshest roasted coffee directly to your +39.02900.491
equipment and food and products. door.
SCAA Booth #1255 www.cimbali.it
Cirqua Customized Water
Dominic’s Coffee Co. Binasco, MI
805.987.7372
BriteVision 866.759.9036 Coffee Brewer Manuf, Commercial
www.cirqua.com Kitchen Equipment, Espresso Machine
877.479.7777 www.dominicscoffeeco.com
Camarillo, CA Manuf, Grinding Equipment, Water
www.britevision.com Tumwater, WA
Bottled Water, Water Filtration Filtration
San Francisco, CA Coffee Roaster, Distributor
SCAA Booth #351, 550 SCAA Booth #463
Coffee House Products Espresso Machines/Equipment,
In 1999, BriteVision invented the Coffee Fest Drive Thru Equipment, Higher Grounds
Ad-Sleeve™. Today, BriteVision is 800.232.0083 Flavoring Equip/Supplies, Granita Equip/
revolutionizing the cup sleeve industry Roasters Inc.
www.coffeefest.com Supplies, Hot Drink Mixes, Low Carb,
with a new product line that enhances Shipping/ Transportation, 800.794.8575
the consumer experience and a unique Bellevue, WA Smoothie/Frozen Bev, Syrups www.highergroundroasters.com
membership program that helps Tradeshow/Seminars/ Leeds, AL
coffeehouse owners minimize their cup Workshops, Training Resources Double Wrap Cup & Coffee Roaster, Consulting Services,
sleeve costs year round. SCAA Booth #2059 Tradeshow/Seminars/Workshops,
Container Co. Inc
SCAA Booth #468 Training Resources
312.337.0072
www.comfortgripwrap.com illy caffè North America, Inc.
Chicago, IL 800.872.4559
Paper Products, Serving Supplies www.illy.com
Rye Brook, NY
Coffee Roaster
Continued on page 30
CT 30 April 2006 www.HospNews.com Hospitality News featuring CoffeeTalk

SCAA Company Highlights Continued from page 28

Innovated Products Pacific Bag, Inc. Roaster x Viazza Coffee

Manufacturing Inc. 800.562.2247 520.791.0400 678.549.5014
888.297.1747 www.pacificbag.com roasterx.com www.viazzacoffee.com
www.innovatedproductsmfg.com Woodinville, WA Tucson, AZ Suwannee, GA
Toronto, Ontario Packaging Equip/Supplies, Roaster Coffee Roaster Chai, Chocolate, Coffee Concentrate,
Display Equipment Supplies Coffee Roaster, Distributor Espresso
We manufacture all metal coffee display PBi is a full-line flexible packaging San Giorgio Coffee Machines/ Equipment, Frozen Bev Equip,
bins, many plastic accessories for the company that services the Specialty 888.253.6881 Frozen Bev Mix, Granita Equip/Supplies,
food industry including lid/cup holders, Coffee, Specialty Foods, Holistic Pet www.sangiorgiocoffee.com Grinding Equipment, Hot Drink Mixes, Iced
syrup racks, etc. wire cup racks / books Food, Natural Products, and Hollywood, FL Tea, Iced Tea Equipment, Signage /
and more. Special designs available. Promotional Packaging. Give us a call, Coffee Roaster, Iced Tea, Iced Tea Menus, Smallwares, Smoothie/Frozen Bev,
SCAA Booth #1940 we make packaging simple. Equipment, Smoothie/Frozen Bev, Syrups, Teas
SCAA Booth #1043, 127 Syrups, Teas Viazza Coffee is a mircro roasting
Java Jacket Three generations in growing, importing company providing fresh roasted coffees
800.208.4128 Parkside Coffee and roasting only the finest coffee’s along with the finest allied products. Give
www.javajacket.com 716.681.3078 available set us apart in quality and us a try! Free Shipping!
Portland, OR www.parksidecoffee.com passion. Visit our web site and see what
Vita-Mix Corporation
Paper Products, Serving Supplies Bowmansville, NY has made us the fastest growing
gourmet coffee company today. 800.437.4654
Java Jackets puts customer’s comfort Coffee Retailer, Coffee
Roaster www.vitamix.com/foodservice
and satisfaction first. We sell to the
Parkside Coffee is a simple Scooters Coffeehouse Cleveland, OH
corner espresso stand as well as some of
the biggest coffee chains. luxury...Artisan crafted coffees 866.863.7266 Commercial Kitchen Equipment, Food
passionately roasted on antique cast-iron Preparation Equipment, Frozen Bev
SCAA Booth #1849 www.scooterscoffeehouse.com
machines ensures an extraordinary Equip, Frozen Dessert, Granita
Omaha, NE Equip/Supplies, Smoothie/Frozen Bev
LBP Manufacturing experience. We guarantee the quality and
Franchisor With over 80 years in business, Vita-Mix
800.545.6200 freshness of every bean we sell.
Scooter’s Coffeehouse is a franchisor of is a recognized leader and is considered
www.lbpmfg.com premium coffee stores, featuring the blending expert in the foodservice
Primera
Cicero, IL convenient locations, superior quality industry.
Technology, Inc.
Packaging Equip/Supplies, Paper and fresh roasted flavor. Scooter’s also SCAA Booth #1757
800.797.2772 serves specialty lattes, espressos mocha
Products, Serving Supplies
www.primera.com/lx810 beverages, blended smoothies, and
Coffee Clutch sticks to the cup with heat- Webb Company
activated adhesive. Beverage on the Plymouth, MN pastries. 651.322.8214
Move insulates 96 oz. of a hot or cold Packaging Equip/Supplies
Specialty Coffee Roasters www.webbcompany.com
beverage up to three hours. Primera Technology, Inc. manufactures
the LX810 Color Label Printer. The 800.900.JAVA Rosemount, MN
SCAA Booth #1749
LX810 is an affordable labeling solution www.specialtycoffeellc.com Serving Supplies
Millrock for all your short-run products and Irvine, CA RetailMugs.com formally Webb Company
800.645.7625 private label goods. Print your own labels Coffee is the leader in insulated drink ware
Coffee Roaster
on-demand! with the largest stock, lowest minimums
www.millrock.com and highest quality. Be sure to check out
West Bridgewater, MA SCAA Booth #1983 Susan’s Coffee & Tea
our new website!
Carts, Commercial Kitchen Equipment, 800.237.9056
Probat Burns, Inc.
Consulting Services, Design / www.susanscoffee.com WEBbeams
901.363.5331
Furnishings, Display Equipment, Akron, OH 888.932.2326
Refrigeration, Retail Merchandise, www.probatburns.com
Carts, Chai, Chocolate, Coffee Roaster, www.webbeams.com
Signage / Menus Memphis, TN Consulting Services, Flavoring
Roasting Equipment Milwaukee, WI
Equip/Supplies, Grinding Equipment,
SCAA Booth #1463 Computers and Software (not pos), WiFi
Mont Blanc Gourmet Iced Tea, Iced Tea Equipment, Syrups,
Teas SCAA Booth # TT 2381
303.755.1100
Quikserv Corp
www.montblancgourmet.com Wilbur Curtis Company
800.388.8307 Sympatea USA
Denver, CO 800.421.6150
www.quikserv.com 201.337.4930
Chocolate, Coffee Concentrate, Flavoring www.wilburcurtis.com
Equip/Supplies, Frozen Bev Mix, Hot Drive Thru Equipment www.sympateausa.com
Quikserv’s “hands-free” drive-thru Franklin Lakes, NJ Montebello, CA
Drink Mixes, Low Carb, Smoothie/Frozen Coffee Brewer Manuf, Iced Tea
Bev, Sweeteners/Toppings, Syrups windows ensure that your drive-thru Teas
speed of service will be second to none! Equipment
Mont Blanc produces Cold Fusion, an Curtis is a leader in the design and
all-natural, liquid concentrate for making We put more in so that you can get more The Roasterie, inc.
out! 800-388-8307 or fax 713-849-5708. 816.931.4000 manufacture of premium commercial
frozen blender drinks and now, coffee and tea brewing systems and
introducing No Moo, a non dairy liquid SCAA Booth #779 www.theroasterie.com
specialty drink machines featuring
blender drink concentrate. Kansas City, MO exclusive Generation Three (G3™)
SCAA Booth #768, 583 Radiant Systems, Inc. Coffee Roaster digital control.
- featuring the Aloha product suite Enjoy award-winning specialty coffee SCAA Booth #963
Mountain Thunder Coffee/ 770.576.7055 roasted by The Roasterie, inc. We’ll be
Plantation Int’l Inc. www.radiantsystems.com located in BOOTH 1078 at the 2006
808.325.2136 Alpharetta, GA SCAA Conference in Charlotte. We
www.mountainthunder.com POS custom air-roast, blend and ship daily to
Kailua-Kona, HI Radiant Systems enables restaurant oper- our customers around the world. Visit us
Coffee Roaster ators to increase sales, control costs and at www.theroasterie.com.
build customer loyalty through innovative SCAA Booth #1078
Oro Caffe North America technology including point-of-sale, back
866.676.2233 office, enterprise reporting, gift card, Trade Fixtures/Newleaf Designs
www.orocaffe.com loyalty programs and hardware. Radiant 501.664.1318
Woodbridge, Ontario features the easy to use, award-winning www.tradefixtures.com
Coffee Roaster suites of Aloha and MenuLink software Little Rock, AR
products coupled with its reliable, Display Equipment
SCAA Booth #224 industry-proven hardware products. SCAA Booth #969
SCAA Booth #669
Hospitality News featuring CoffeeTalk www.HospNews.com April 2006 CT 31
CT 32 April 2006 www.HospNews.com Hospitality News featuring CoffeeTalk
Hospitality News featuring CoffeeTalk www.HospNews.com April 2006 CT 33

SCAA BOOTH #545

SCAA BOOTH #1749

CT 34 April 2006 www.HospNews.com Hospitality News featuring CoffeeTalk

NewsBites
Continued from page 25

Monin debuts Maple Spice
and Butterscotch flavors at
SCAA
Monin Gourmet Flavorings, the world's
leading producer of premium flavorings
for beverage and culinary applications,
unveils two brand new flavors, Maple
Spice and Butterscotch at the 18th
Annual Specialty Coffee Association of
America Conference and Exhibition at
the Charlotte Convention Center, April 7-
10. Two new sugar-free alternatives also
debut at the #1 coffee industry
exhibition.
Scooter’s
Coffeehouse
announces plans
for Country Club
Plaza location
Scooter’s Coffeehouse
is bringing its
signature flavor and
style to one of Kansas City’s premier
entertainment districts - Country Club
Latte art, New Product
Award winners announced
following Coffee Fest – DC
Coffee Fest Washington DC 2006, held
February 24 through 26, 2006, at the
Washington, DC, Convention Center,
showcased more than 175 service and
supply booths and more than 65 free
educational sessions. In addition, several
winners were crowned in competitions
including the Millrock Latte Art
Competition and the Best New Product
Awards. Final attendance (not including
exhibitors and staff) was nearly 2,750, a
solid turnout for this biannual East
Coast trade show.
La Marzocco FB/80 debuts
at SCAA Charlotte
Espresso Specialists, Inc. introduces the
La Marzocco FB/80 espresso machine
line to the U.S. at the Specialty Coffee
Association of America (SCAA) Show in
Charlotte, April 8-10, 2006. Based on the
platform of La Marzocco’s GB/5 line –
the espresso machine selected for the
World Barista Championship - FB/80
escalates the design element. It suits
high-end retail applications with
ambitious espresso quality goals.
Recognizing its roots, FB/80 is named
“FB” for “Fratelli Bambi” (Bambi
brothers), the founders of La Marzocco
in 1927, and “80” since 2006 is La
Marzocco’s 80th year. For more
information, visit www.esiespresso.com
or www.franke-cs.com.

Plaza. The Country Club Plaza location
will reflect all the characteristics
Scooter’s Coffeehouse customers have
come to love: premium coffee and
beverages, free wireless internet,
comfortable seating and a relaxed, yet
contemporary atmosphere. In addition
to the new 1700-square-foot Plaza
location at 446 West 47th Street,
Scooter’s will be opening two more
franchises in the Kansas City area later
this year, including one in downtown
Kansas City, Mo., at 929 Walnut Street
and in the Blue Springs, Mo., area at
1104 South US Highway 7. Visit
www.scooterscoffeehouse.com for more
information and franchise opportunities.
Kudos!
We applaud these industry
achievements and actions.
Congratulations to Design and Layout Services on their 10th year anniversary.
We are certain that all wish them many more years of success.
Parkside Coffee has announced a donation of more than 20,000 fractional packs
of coffee valued at $21,240.00 to the National Guard. Several cases of single-pot
fractional packs were sent in five different flavors. The National Guard will send
the coffee to American Troops serving in Iraq. “We hope that this coffee will
bring enjoyment to our troops while they are serving overseas,” said
Roastmaster Thomas Hodges. “All of us at Parkside Coffee await their safe
return home and thank them for their sacrifices.” Parkside Coffee is a small-
batch artisan coffee roastery in Western New York specializing in home delivery.
SCAA BOOTH #779
Hospitality News featuring CoffeeTalk www.HospNews.com
Bulk coffee bins,
polycarbonate is the future
By John Pingel
In the past, coffee shops and retailers utilized acrylic bins to merchandise their coffee
beans, which came with some drawbacks. Acrylic can be very brittle, and after some
use and being handled a few times, has the tendency to crack or break. Also, it is
easily affected by the oils that roasters use to flavor coffee beans, and after being
exposed to these flavored beans, the bins will usually yellow or craze.
To combat this problem some manufacturers chose to switch to polycarbonate.
Unlike acrylic, polycarbonate is inherently durable (virtually indestructible), more
resistant to chemical attack, and less apt to craze or yellow. It can also include an
added UV protectant, which aids in protecting the coffee beans from light. Since
polycarbonate is more expensive than acrylic, this added an additional cost to the
bin, around 20 –30% more than its acrylic counterpart.
Currently, the manufacturers have gone from fabricating the bins to a more
SCAA BOOTH #1983 SCAA BOOTH #1940
April 2006 CT 35
complex, but better way, molding them. There are two methods used to mold a
polycarbonate bin, blow molding and injection molding, both utilize a pre-made tool
which is then filled with polycarbonate resin. After a cooling period the resin will
then take on the shape of the sculpted tool.
Molding allows for the bins to have tight lid seals, seamless bodies, and curved
surfaces. All of which help to make them more attractive, along with making the bin
easier to clean, by not having sharp corners for residue to become stuck or built-up.
Another benefit of polycarbonate is because of all of these attributes, the bins are
able to be NSF (National Sanitation Foundation) certified; proving that they are food
safe and very sanitary.
One of the largest advantages of polycarbonate bins is since they are much more
durable, the initial investment is offset by the lack of breakage, and their ability to
have a longer length of service, than acrylic. Most polycarbonate bins, if well taken
care of, can be used to merchandise Bulk coffee for up to six years, on average.
So in the future when shopping for a new bin to merchandise your Bulk coffee, be
sure to remember to find out the material the bin is manufactured out of, along with
choosing it based on it’s overall look and functionality. CT
Jon Pingel is Director of Marketing and Advertising for Trade Fixtures, an Industry
Leader in Bulk Coffee Merchandising Solutions; 501-664-1318; www.tradefixtures.com
SCAA BOOTH #2381
CT 36 April 2006 www.HospNews.com Hospitality News featuring CoffeeTalk

Beneficiaries of Colombian Specialty Coffee Program

triumph in 2006 Cup of Excellence®
In Colombia’s third Cup of Excellence competition, coffee produced by Luis Alberto
Jojoa, a beneficiary of ACDI/VOCA’s Colombian Specialty Coffee Program, was
named the country’s best. In all, coffee from five beneficiaries of the USAID-funded
project in the Department of Huila made it into the top 23 lots out of 605 entries.
This year’s prestigious jury was made up of 24 representatives of international
importing firms, roasters and coffee chains, and as always there was fierce competition
in this coffee-proud country for top honors. Winners fetch high prices in the ensuing
internet auction where 85 percent of the prices go back to the producers. Previous Cup
of Excellence winners have received up to 19 dollars per pound, an almost unheard of
price for coffee at the point of origin.
Besides recognizing excellence, the competition is cultivating a new demographic of
customers who appreciate exceptional quality and are willing to pay for it. The
competition’s award label also assures consumers that the farmers have been well
compensated.
Jojoa, whose farm is in the municipality of Pitalito, Huila, is a 36-year-old married
father of four and a member of the Coomagro Cooperative. With only two years of
formal education and lacking land of his own, he worked for years on other coffee
farms. Finally he got his break when an employer who appreciated his effort and
believed in his success, sold him two hectares on credit.
Jojoa is grateful for the help received from the Coffee Growers’ Committee of Huila,
which supplied him with the dryer, and the Specialty Coffee Program, which
supported his washing and other processing improvements. He said, “I feel great joy
for having obtained this victory. I didn’t expect it.”
In Colombia ACDI/VOCA has worked since 2002 to improve producers’
socioeconomic status. Alongside the Specialty Coffee Association of America (SCAA),
the Coffee Quality Institute, and Federación Nacional de Cafeteros de Colombia
(FEDERACAFE), ACDI/VOCA provides extension services to farmers, advising them
on production, post-harvest handling, processing and exporting. The program has also
provided processing and storage facilities and research to identify profitable export
markets.
Almost 60 Colombian cuppers and technicians have received cupping training at
SCAA headquarters in Long Beach, Calif. Now, they are passing on their powers of
discernment to their peers, and the heightened awareness of coffee quality is a boom
to the entire industry.
So far ACDI/VOCA’s 5-year, $9.8 million effort has reached over 6,000 beneficiary
families/farms in 93 municipalities and 858 villages. It has conducted 1,169 educational
workshops and installed over 4,700 de-pulping units and more than 4,000 coffee-drying
facilities.
ACDI/VOCA is a full-service international economic development firm dedicated to
improving lives and livelihoods worldwide. Since 1963, ACDI/VOCA has worked in 145
countries. It currently has coffee projects in four countries. Funded by USAID, the
USDA, the World Bank, regional development banks, UNDP and other sources,
ACDI/VOCA currently implements more than 90 projects in almost 40 countries. In
2004 ACDI/VOCA earned over $90 million in revenues. Visit http://www.acdivoca.org
for more information. CT

InterAmerican Coffee sponsors radio project to assist

coffee farmers in Rwanda
The Freeplay Foundation announced today that InterAmerican Coffee, Inc. is the
sponsor of the new Coffee Lifeline pilot project in Rwanda. This initiative is the first
link in a planned global communication chain among coffee producers who often live
in isolated areas. Utilizing self-powered Freeplay Lifeline radios, the Coffee Lifeline
project will provide these remote communities with access to timely market
information, agricultural and other technical advice, and weather bulletins, thereby
enabling sustainable economic progress.
“Rwandan farmers grow some of the finest coffee beans in all of Africa, indeed in
all the world,” said Alan B. Odom, vice president of sales for InterAmerican Coffee.
“We are gratified to be able to assist these important partners in accessing vital
information that will advance productivity and promote economic and social
sustainability for their communities.”
Lifeline radios have been distributed to farmers’ cooperatives, where they will serve
as “information centers,” allowing almost 15,000 farmers access to coffee market infor-
mation broadcast by the National University of Rwanda’s Department of Journalism.
Using patented wind-up and solar technology, Lifeline radios do not require electricity
or batteries.
“InterAmerican Coffee’s contribution helps deliver critical information to farmers
working hard to revitalize Rwanda’s coffee industry, and we are deeply grateful,” said
Kristine Pearson, executive director of the Freeplay Foundation. “This donation calls
attention to the fact that the private sector can make an enormous difference in the
growth of many interdependent industries around the world.”
Peter Kettler, a trader in the Specialty Coffee Industry, conceived the Coffee Lifeline
project. “This donation from InterAmerican is integral in developing a project model
that will be implemented in a number of different coffee producing regions, linking
farmers for the first time through this simple, elegant technology,” said Mr. Kettler.
Dr. Tim Schilling is the country director for the Partnership to Enhance Agriculture
in Rwanda through Linkages (PEARL) and is Coffee Lifeline’s primary partner in
Rwanda. “For the first time ever in the lives of Rwandan coffee farmers, they are now
starting to understand the complex nature of the international coffee market, thanks
to the Lifeline radio,” said Dr. Schilling. “InterAmerican Coffee has funded a program
that will enable farmers to avoid the traps of the past, where they were lured to sell
their coffee at very low prices. This is like a ‘miracle’ in the hills where farmers have
been growing coffee for 100 years.”
InterAmerican Coffee imports and distributes high-quality green coffee to roasters
and dealers throughout North America. Working directly with coffee producers and
exporters, InterAmerican has supported coffee growers in Rwanda for years. The
company has offices in Houston, Oakland, and Seattle. In 1995, InterAmerican
joined forces with the world’s largest coffee company, Neumann Kaffee Gruppe, based
in Germany.
The Freeplay Foundation is a registered U.S. 501 (c) (3) nonprofit, and is a registered
charity in South Africa and the United Kingdom. With offices in Cape Town and
London, the Foundation works in more than a dozen countries in Africa and around the
world. CT
Hospitality News featuring CoffeeTalk www.HospNews.com April 2006 CT 37

Advertiser Listing
Company Phone Web Page Page# NW Food SCAA
Alcohol Controls Inc. 800.285.2337 www.alcoholcontrols.com 19
Armeno Coffee Roasters 508.393.2821 www.armeno.com C21
Astoria-General Espresso Equipment Corp. 336-393-0224 www.astoria.com 3 1957
Bear Creek Coffee 317.272.1446 www.bearcreekcoffee.com C11
Big Train Inc. 800.BigTrain www.bigtrain.com C33 545
BJ’s Coffee Co 503.357.1195 www.bjscoffee.com C35
Boyd Coffee Company 800.545.4077 www.boyds.com C21 1255
BrandedCups.com 800.965.0626 www.brandedcups.com 3 1381
Bridge Specialty Carts 888.666.0966 www.bridgecarts.com 3 1643
Bridgford Foods 800.527.2105 www.bridgford.com 13 1242
BriteVision 877.479.7777 www.britevision.com C13 468
BriteVision 877.479.7777 www.britevision.com C19 468
Bunn Corporation 800.637.8606 www.bunn.com 2 1555
Cafe de El Salvador 503.2267.6600 www.salvadorancoffees.com C31
863Café La Semeuse 718.387.9696 www.CafeLaSemeuse.com C21
Caffé Pronto Coffee Roastery 888.697.7668 www.caffepronto.com C21 778
Cash & Carry Smart Foodservice 800.662.4242 www.smartandfinal.com 11 149
Cirqua Customized Water 805.987.7372 www.cirqua.com C37 351, 550
Coffee Fest 800.232.0083 www.coffeefest.com C17 2059
Coffee Holding Company 800.458.2233 www.coffeeholding.com C15 542
Colorado Mountain College 800.621.8559 www.coloradomtn.edu/programs/culinary.shtml 19
Comark 800.555.6658 www.comarkltd.com 9
Comfort Grip Wrap 312.337.0072 www.comfortgripwrap.com C34
Commercial Refrigeration see ad www.cri-pdx.com 12 815
Commercial Refrigeration see ad www.cri-pdx.com 16 815
Creative Concepts 719.395.9263 www.mugconcepts.com C34
Cup for Education 800.458.2233 www.cupforeducation.org C34
Da Vinci Gourmet Syrups 800.810.3752 www.davincigourmet.com C5 1663
Dabney S. Lancaster CC 540.863.2902 www.dslcc.edu 19
Delaware City Coffee Company 302.832.3303 delawarecitycoffeecompany.com C21
Design & Layout Services 800.471.8448 www.designlayout.com 3 1055
Dominic’s Coffee Co. 866.759.9036 www.dominicscoffeeco.com C21
Dr. Smoothie 888.466.9941 www.drsmoothie.com C26 2038
Duck Delivery see ad www.duckdelivery.com 13 740
Eagle Web Press 800.800.7980 www.eaglewebpress.com 13
Eastside Ice 206.248.0770 12 816
Espresso Specialists, Inc. 800.367.0235 www.esiespresso.com 3 1457
Everpure 800.323.7873 www.everpure.com 3 1638
F. Gaviña & Sons 800.428.4627 www.gavina.com C21 1547
F. Gaviña & Sons 800.428.4627 www.gavina.com C25 1547
Faema +39.02900.491 www.cimbali.it C4 463
Fiorenzato USA 888.899.0008 www.fiorenzatocs.com C2 224
Fiorenzato USA 888.899.0008 www.fiorenzatocs.com 3 224
Franz Family Bakeries see ad www.usbakery.com 7
Great Northern Coffee Company 800.216.5323 www.greatnortherncoffee.com C21
Higher Grounds Roasters Inc. 800.794.8575 www.highergroundroasters.com C35
Hoky West 800.767.4992 www.coastwidelabs.com 12
illy 877.455.9347 www.illy.com C21
Indian River Merchant Services 866.515.4767 www.irmsfl.net 3
Innovated Products Manufacturing Inc. 905.799.8197 www.innovatedproductsmfg.com C35 1940
It’s A Grind Coffee Franchise, LLC 562.594.5600 www.itsagrind.com C3
Java Jacket 1.800.208.4128 www.javajacket.com C6 1849
Johnstone Supply 800.541.5418 12
LaCimbali ++39.02900.491 www.cimbali.it C24 457
LBP 800.545.6200 www.lbpmfg.com C33 1749
Magic Seasonings Blends 800.457.2857 www.magicseasonings.com 6 645
Manville’s 805.499.5565 16
Micros of Colorado 303.338.9994 www.microsofcolorado.com 19
Millrock 800.645.7625 www.millrock.com 3
Millrock 800.645.7625 www.millrock.com 15
Millrock 800.645.7625 www.millrock.com C17
Mont Blanc Gourmet 800.877.3811 www.montblancgourmet.com C10 768, 583
Mountain Thunder Coffee 808.325.2136 www.mountainthunder.com C21
Nemco Food Equipment 419.542.7751 www.nemcofoodequip.com 9 555
Oregon Salmon Commission 541.994.2647 www.oregonsalmon.org 9
Orkin 800.675.4666 www.orkin.com/commercial 17 322
Oro Caffe North America 866.676.2233 www.orocaffe.com C27 224
Pacific Bag, Inc. 800.562.2247 www.pacificbag.com C25 1043, 127
Pacific Coast Systems 425.827.5399 www.pacificcoastsystems.com 11 655
Pacific Seafood 503.657.1101 www.pacseafood.com 17 445
Pacific Seafood 503.657.1101 www.pacseafood.com 17
Pacific Seafood /Ca 503.657.1101 www.pacseafood.com 17
Parkside Coffee 716.681.3078 www.parksidecoffee.com C21
Portionables 866.676.9140 www.portionables.com 11 341
Prentice Hall see ad www.prenhall.com/pineapple 19
Primera Technology, Inc. 800.797.2772 www.primera.com/lx810 C35 1983
Probat Burns, Inc. 901.363.5331 www.probatburns.com C14 1463
Quikserv 800.388.8307 www.quikserv.com C34 779
Radiant Systems, Inc. -
featuring the Aloha product suite 770.576.7055 www.radiantsystems.com C23 669
Roaster X 520.791.0400 roasterx.com C35
Ron’s Service 800.851.4118 www.ronsservice.com 9
San Giorgio Coffee 888.253.6881 www.sangiorgiocoffee.com C21
Scooters 866.863.7266 www.scooterscoffeehouse.com C27
Service Ideas, Inc. 888.999.8559 www.serviceideas.com 3 1673
Silver King 800.328.3329 www.silverking.com 3
South Seattle Community College 206.764.5344 www.chefschool.com 19
Specialty Coffee Roasters 800.900.JAVA www.specialtycoffeellc.com C35
Sullivan University 800.844.1354 www.sullivan.edu 19
Susan’s Coffee & Tea 800.237.9056 www.susanscoffee.com C21
Sympatea USA 201.337.4930 www.sympateausa.com C34
Taylor Company 800.630.7695 www.taylor-company.com 3 1378
Techni-Brew International 800.223.8211 www.boyds.com 3 846
The French Culinary Institute 888.324.2433 www.frenchculinary.com 19
The Roasterie, inc. 816.931.4000 www.theroasterie.com C21 1078
Trade Fixtures/Newleaf Designs 501.664.1318 www.tradefixtures.com C18 969
University of Wisconsin Stout 800.447.8688 www.uwstout.edu/programs/bshrtm/ 19
Viazza Coffee 678.549.5014 www.viazzacoffee.com C21
Vita-Mix Corporation 800.437.4654 www.vitamix.com/foodservice C9 1757
Vita-Mix Corporation 800.437.4654 www.vitamix.com/foodservice 5 1757
Vita-Mix Corporation 800.437.4654 www.vitamix.com/foodservice 3 1757
Washington State University 800.239.4095 www.cbe.wsu.edu 19 1144
Washington State University 800.239.4095 www.cbe.wsu.edu 18 1144
Webb Company 651.322.8214 www.webbcompany.com C29
WEBbeams 888.932.2326 www.webbeams.com C35 2381
Wilbur Curtis 800.421.6150 www.wilburcurtis.com C7 963 SCAA BOOTH #351, 550