April 2007 CoffeeTalk - CoffeeTalk Magazine

CoffeeTalk 

www.fgcoffeetalk.com 

HNCT, LLC 

23712 49th Ave SW 

Vashon, WA 98070 

$4.75 Per Issue • Complimentary to Hospitality Professionals 

April 2007 

Change Service Requested PRSRT STD 

U.S. Postage 

PAID 

Permit No. 178 

Salem, OR 

1

2 April 2007 CoffeeTalk 

www.fgcoffeetalk.com




3


Agtron 

- In Focus 

CoffeeTalk visits with Carl and 

Kim Staub of Agtron 

Features 

Towards a 

segmented quality 

coffee market – 

page 8- George Howell 

engages the debate on “fair 

pricing” and turns the mirror 

right back on us. So what are 

we going to do about it? 

The Barista Guild- 2007 – 

page 10- Ellie Matuszak, Chair- The Barista Guild of America reports on 

the BGA events for the conference and beyond 

The Roasters Guild Live… – 

page 18– Joel Starr of The Roasters Guild Communications Committee 

tells us what’s news 

ECO-Q – 

page 22– Elan Organics Coffee introduces the ECO-Q Certification 

program 

TOC 

Calendar 4 

The View 6 

The Brewer Refined by David Haddock 12 

Brewer Source Directory 14 

Coffee Review- by Kenneth Davids 16 

Meg’s Column 16 

Café Review by Joan Nielsen 20 

NCA President’s Column – Robert Nelson 24 

Guest writer Tom Palm – 

Your dream café, don’t let it become a nightmare 26 

SCAA Show Listings 28 

Roaster Directory 34 

Improving Coffee and Changing Lives 

The Role of Coffee Corps in Strengthening 

the Supply Chain - by Tracy Ging 38 

Vendor Solutions by Peter Guyer 40 

Guest writer Ian Knapp- Water, its all about money 40 

Smart Marketing by Lisa Olson 42 

Passion, with attitude – by Jimmy Sneed 44 


Calendar 

Jan.16-Jul. 7 What’s Cooking in New Orleans? The Historic New Orleans 

Collection, 504-523-4662, www.hnoc.org, marym@hnoc.org 

Apr. 01-02 Northwest Foodservice Show, Oregon Convention Center, Portland, 

OR, http://www.nwfoodserviceshow.com/2007, 800-645-7350 

Apr. 01-03 2007 New England Foodservice & Lodging Expo, Boston, MA, 

www.nefs-expo.com, 207-443-3083 or bschultz@divcom.com 

Apr. 13-15 2007 Tennessee Grocers & Convenience Store Association 

Convention & Expo, Nashville, TN, www.tngrocer.org/convention, 

800-238-8742, crandle@tngrocer.org 

Apr. 15-17 ACF 2007 Western Regional Conference, Coeur d’Alene, ID, 

http://www.acfchefs.org, 800-624-9458, acf@acfchefs.net 

Apr. 17-18 Oklahoma Restaurant Convention & Expo, Oklahoma City, OK, 

www.okrestaurants.com, loric@okrestaurants.com 

Apr. 23-24 Ecpo Comida Latina-Tx, Houston, TX, www.expo-comida-latina.com, 

207-842-5500, info@expo-comida-latina.com 

Apr. 29-May 01 ACF 2007 Southeastern Regional Conference, Sheraton Music 

City Hotel Nashville, TN, www.acfchefs.org, www.nashvillechefs.org, 

800-624-9458 

May 3-4 Specialty Tea Institute Tea Program @ SCAA Conference & Expo 

Long Beach, California, Renaissance Hotel (2 days prior to SCAA) 

Tel: (212) 986-0250, Email: komer@teausa.org, http://www.teausa.org 

May 4-7 Specialty Coffee Association of America Conference & Exhibition, 

Long Beach Convention Center, Long Beach, California, 

949-497-3673 x100, ccohn@jbsassociates.ws, www.scaashow.org 

May 06-08 The FMI Show 2007, McCormick Place, Chicago, IL, www.fmi.org, 

202.452.8444, fmi@fmi.org 

May 06-09 Organic Expo, McCormick Place, Chicago, Illinois.www.organicexpo.com/07 

May 12-14 Coffee Festival China 2007, Tel: 86-20-87746095, 87639852, 

www.faircanton.com, interfair@faircanton.com 

May 16-18 Commercial Food Equipment Service Association Spring 

Conference, Hotel InterContinental Chicago, IL, www.cfesa.com, 

336.346.4700 

May 19-22 NRA, Restaurant, Hotel-Motel show, McCormick Place, Chicago, IL, 

www.restaurant.org, (312) 853-2525 

Jun. 01-03 Coffee Fest – Atlanta, Cobb Galleria, Atlanta, GA. 800.232.0083, 

www.coffeefest.com, kathrynh@coffeefest.com 

Jun. 03-05 2007 International Dairy-Deli-Bake, Anaheim, CA, www.iddba.org, 

608.310.5000 , iddba@iddba.org 

Jun 06-09 31st Annual Monterey Wine Festival, MontereyCoference Center, 

Marriott Hotel and the MontereyBay Aquarium Monterey, CA, 

888-814-9463, montereywine@sbcglobal.net 

Jun. 09-11 World Tea Expo, Georgia World Congress Center, Atlanta, GA 

www.worldteaexpo.com, 702-253-1893, info@worldteaexpo.com 

Jun. 11-15 FITHEP Mercosur 2007, International Exhibition of Technology for 

Ice Cream, Confection, Chocolate, Bakery, Pasta, Pizza, and 

Convenience Products, Costa Salguero Center - Buenos Aires, 

Argentina, (54 11) 4903 9600, crisgalibert@xs4all.nl 

Jun. 12-13 Specialty Tea Institute Tea Certification Program @ World Tea Expo 

Professional Series – Level Three: Black Teas of China, India, Sri 

Lanka & the World, Atlanta, Georgia, Georgia World Congress 

Center (2 days post the WTE), Tel: (212) 986-0250, 

komer@teausa.org, http://www.teausa.org 

Jun 12-14 MAFSI Annual Marketing Conference & Sales Management Forum 

2007, The Boston Park Plaza Hotel & Towers, Boston, MA, 

www.mafsi.org, 770-433-9844, info@mafsi.org 

Jun. 19-20 COFFEE ASSOCIATION OF CANADA’s Annual Conference & Trade 

Display, The Granite Club, Toronto, Ontario, 416-510-8032, 

info@coffeeassoc.com 

Jul. 07-10 Specialty Tea Institute Tea Certification Program: New York, 

New York City Location: TBA, Tel: (212) 986-0250 

Email: komer@teausa.org, Website: www.teausa.org 

Jul. 21-23 PMA Foodservice Conference, Tours & Expo, Portola Plaza Hotel 

at Monterey Bay, CA, http://www.pma.com/foodservice/, 

302.738.7100 

Jul. 14-16 Coffee Fest-Feijing, China, China International Coffee Industry 

Exhibition 2007 (CICIE), 425-283-5058, www.coffeefest.com, 

kathrynh@coffeefest.com 

Jul. 20-23 ACF 2007 National Convention, Orlando World Center Marriott, 

Orlando, FL, www.acfchefs.org, 800-624-9458, events@acfchefs.net 

Jul. 31-Aug.02 Coffee Fest Japan, Tokyo, Japan, 800.232.0083 www.coffeefest.com, 

kathrynh@coffeefest.com 

Nov. 09-11 Coffee Fest-Seattle, Washington State Convention & Trade center, 

Seattle, WA, 800.232.0083, kathrynh@coffeefest.com, 

www.coffeefest.com




5


The 

View 

The IWCA Breakfast and Scavenger Hunt 

We would like to thank all of the generous sponsors and founding partners who 

have once again made the International Women’s Coffee Alliance Breakfast, as well 

as the Scavenger Hunt such a huge success. Part of the Breakfast sponsorships 

provide scholarships to women from origin who would not otherwise be able to 

attend. If you haven’t yet registered for the breakfast, it is not too late! All breakfast 

tickets are sold though the SCAA registration process. If you haven’t yet registered 

for your badge be sure to include the Sunday Breakfast on your registration. If you 

have already registered and want to add a breakfast ticket, simply visit https://www. 

smart-reg.com/web-reg/SCAA07/Update/index.cfm to add your breakfast ticket. 

Your generous donations help further the mission of the IWCA to provide 

connection between women in consuming countries and women in producing 

countries, strengthening the bonds of shared experience, education, professional 

skills, and opportunity. 

Because of the coffee crisis, violent conflict, economic hardship, and other 

difficulties much of the coffee production is now owned by single women with 

children. The IWCA clasps hands with women around the world. Sharing mutual 

strengths and possibilities, the IWCA works toward empowering women in all coffee 

lands to strive for business and personal success. 

The 25th anniversary of the founding of the SCAA 

On May 5th, we gather in Long Beach California 

for the Annual Specialty Coffee Association of 

America Conference and Exhibition. This year 

we will see the emergence of Dawn Jantsch, the 

newly appointed Executive Director of the SCAA. We are excied that Dawn has the 

integrity and experience to lead the SCAA into the future with strength, allegiance 

to its members and focus on collaboration. 

It will not be an easy road. The question is…are we as members grown up 

enough to allow her to get the work done? One might think that after 25 years, 

we would be mature enough to behave in the best interests of the membership; 

work toward collaboration and consensus; not seek advantage for personal career 

enhancement. One would think. 

It has been said that difficult challenges produce strong leaders. Dawn Jantsch 

certainly has the brains, the ‘smarts’, and the strength to make this association 

work if the shortsighted self-promoters can get out of her way. Dawn, as well as 


Mary Petitt and her Board face a monumental task; a task much larger than the 

past financial issues. They must unify and excite a dispirited national association to 

move beyond its sometimes narcissistic past into a future focused on growth and 

partnership. It’s time the leaders of this industry set aside personal preference and 

gain to focus on the betterment of the association. The SCAA is at a pivotal place to 

shape our industry’s future. 

It is time for the courageous and determined amongst us to rise up and help 

Dawn Jantsch and Mary Petitt save our association, now! 

Best of Show and Most 

Innovative Awards 

CoffeeTalk Magazine has initiated our 

awards program for the major US 

coffee tradeshows. This year we will be 

giving out two awards - one for best of 

show and one for most innovative at 

the SCAA Conference in Long Beach and the three Coffee Fest shows. 

If you would like to have one of these beauties on your desk, please visit www. 

fgcoffeetalk and full out our Show Award Submission form. The deadline for the 

Long Beach SCAA show is April 27th. Judging will be by independent panel prior 

to and during the show and the awards will be presented on Sunday, May 7th. 

Winners will be featured in the June CoffeeTalk Magazine. This is some serious 

tradeshow bling. 

Cheers! 

Kerri & Miles 

Since 1988 

Mail: HNCT, LLC, 23712 49th Ave SW 

Vashon, WA 98070 

Phone: 206.686.7378 Fax: 206.463.0090 


Publisher/CEO Kerri Goodman-Small, ext 2 Kerri@fgcoffeetalk.com 

Editorial 

Editor-in-Chief Miles Small, ext 7 Miles@fgcoffeetalk.com 

Advertising 

Marketing Partner Linda Sanders, ext 41 LindaS@fgcoffeetalk.com 

Marketing Partner Darcie Guyer, ext 42 Darcie@fgcoffeetalk.com 

Marketing Partner Libby Smith, ext 51 LibbyS@fgcoffeetalk.com 

Production 

Production Mgr., Hospitality News Marcus Fellbaum, ext 61 MarcusF@fgcoffeetalk.com 

Production Mgr., CoffeeTalk Rene Eggert, ext 62 ReneE@fgcoffeetalk.com 

Administrative 

Executive Assistant Libby Smith, ext 51 LibbyS@fgcoffeetalk.com 

Founder 

Founder/CEO (Emeritus) Ed Sanders, ext 3 EdS@fgcoffeetalk.com 

Hospitality News does not assume the responsibility for validity of claims made for advertised products and services. We reserve the right to reject any advertising. 

Although we support copyrights and trademarks, we generally do not include copyright and trademark symbols in our news stories and columns. 

Circulation: Hospitality News (ISSN 1084-2551) is mailed monthly (10 times per year) with combined June/July and November/December issues, also bonus mailing/ 

distribution for Education Guides and foodservice/hospitality and coffee conventions/shows throughout the year. 

Postmaster: Send address changes to HNCT, LLC, 23712 49th Ave SW, Vashon, WA 98070 

Subscription: The cost of a subscription in the U.S. is $47.50 per year; in Canada, the cost is $72.00. Free to qualified industry professionals. Non-qualified requests may be rejected. Publisher 

reserves the right to limit the number of free subscriptions. For subscription inquiries, please call 206.686.7378 x51 or subscribe online at www.HospNews.com. 

Copyright © 2006, Hospitality News, All Rights Reserved.




7


Towards a segmented quality coffee market 

Origins 

Coffee farmers across the world have faced crisis ever since the Berlin Wall came down 

in 1989. Just after, the US walked away from the ICO quota agreement established 

during John F. Kennedy’s presidency to help keep Latin America socially and politically 

stable. Prices collapsed and the market has never recuperated stability since. Today, a 

large part of the illegal immigration into the US has consisted of coffee farmers and their 

workers from Mexico and beyond. Throughout Latin America one can see depopulated 

valleys and abandoned farms. These losses have affected employment throughout 

their economies. Even though prices have risen in the past two years to somewhat 

more tenable levels, many farmers cannot find sufficient pickers to harvest their crop. 

Many of them remain in high debt: costly organic certification programs are a pipe 

dream. About three out of every five years since the elimination of the quota system 

have been years where the cost of production in Central America and other producing 

areas has been at or greater than the market price. 

In addition, there is a growing economic chasm between coffee growing areas 

suited to relatively inexpensive high volume mass production technology – or extreme 

low-cost labor, as in Vietnam - and areas permanently requiring large pools of human 

labor in challenging topographies that urgently needs addressing. As technology 

improves, mass-produced fair-average-quality will improve. Mechanical harvesters are 

getting faster and more precise; they are able to pass more than once over coffee trees 

and be more selective in picking. We have already seen a huge drop in production of 

lower grown prime arabicas in Guatemala and elsewhere. Even higher altitude coffee 

regions will go the same way, something no quality roaster wishes to contemplate, 

unless this gap is addressed. 

The argument is often brought up that green coffees purchased in the range of 

Fair Trade prices are unfairly resold roasted, at many multiples higher by roasters in 

developed countries and that producers should get a larger cut. First-time visiting 

growers are understandably shocked. Why does it seem no one is around to explain the 

basic economics of developed countries? Western labor, real estate and others costs, 

which also go for multiples higher than producer costs, make it impossible not to add a 

minimum dollar value on top of what is paid for the raw coffee. However, as the price of 

retail coffee rises over approximately $10 per pound, an ever greater portion should be 

going to the producer. This is the case with wine. The better values for consumers are 

to be found in the more expensive bottles, where a greater percentage of the total price 

goes back to the producer. Consumers are buying what fine coffees there are at bargain 

basement prices and don’t even know it. This is a failure to communicate on our part. 

It should be noted that while wine and tea cover a breathtaking range of qualities 

and prices, from a few dollars to hundreds per unit, forming a real pyramidal qualityprice 

structure, specialty coffee is better represented by a very squat trapezoid. The 

star-performing exceptions, dollar-wise, might be called insular coffees: they are 

protected from typical market pressures by being very rare (mostly from small islands, 

in fact) and having vintage histories: Napoleon’s St Helena, Jamaica, and Hawaii, in 

descending order of price. No aspersions are meant to be cast on their quality here; 

but the higher prices which they fetch have nothing to do with qualitative superiority 

over fine continental origins. Then there is the ultimate insular coffee, Kopi Luac. How 

ironically reflective of our coffee-romance-culture-trumps-quality is the fact that the one 

coffee that does go for over $100 a pound comes from the back end of a civet. Perhaps 

what comes with the beans could be served chilled as “specialty” gelato? 


By George Howell, President – Terrior Coffee 

What, after all, are we talking about? A twelve-ounce serving at home of a $10 dollar 

a pound coffee costs less than a can of 12 oz Coke, THE commodity beverage. In fact, for 

a pound of coffee to equal a 10 dollar “inexpensive” bottle of wine, ounce for ounce, a 

coffee consumer would have to pay $100 per pound of coffee! Yet we hear some people 

in the gourmet coffee business, who should know better, grumble when, each year, a 

handful of tiny exemplary prize-winning micro lots are rewarded with a quarter of such 

prices. How many consumers have any idea that fine coffee is as difficult and costly 

to produce as fine wines? The SCAA should be using its powerful annual conventions 

to wow the media and teach these realities to a thirsty public, gratis. It is in all our 

interests! We need to extrovert our annual celebration of quality coffee. It cannot be 

repeated enough: fine coffee at today’s prices, brewed at home, is a bargain-basement 

beverage. For farmers to benefit from the so-called specialty revolution, which most 

have yet to feel, we need to build above the basement! 

The current trapezoid quality-price model needs to be replaced with a fully 

developed pyramidal structure, with the top qualities commanding world-class 

prices for farmer and roaster alike. This does not happen overnight. A culture that 

celebrates exploring exemplary coffee expressions must be created in both consuming 

and growing countries. Indeed, coffee is a very youthful beverage when compared 

to wine and tea, both of which have ancient cultures that developed and sustained 

these products over millennia. Not so with coffee, a newcomer to the world of grand 

beverages. The technology to process and brew exemplary quality coffee is a product 

of the twentieth and twenty-first centuries. Espresso and drip coffeemakers are still 

undergoing improvements that directly enhance the appreciation of fine coffee. It is in 

our hands to create a coffee culture as the Chinese and Japanese did with tea and as the 

Middle East and Europe did with wine. 

There is a long way to go. The vast majority of coffee farmers with quality potential 

are still anonymous to the consumer, their coffees buried in blends which only put the 

roaster in the spotlight, or are lost in mere regional designations. Without real incentives 

to develop higher levels of quality, they aim for what is acceptable and this in turn fuels 

more mediocrity. Quality seekers then expend great energy trying to find needles in 

a haystack. From the farmer perspective the quality buying market is equally meager 

and tentative. Competition-auctions like Cup of Excellence and the Best of Panama 

are powerful search engines that put both groups in touch with each other and give 

unadulterated collective praise in scores, where merited, and later in price within an 

otherwise remorselessly grey commodity-dominated world where even rewards for 

miracles , producers are often told, must be “reasonable.” Competition-auctions are 

meant to be the tip of a specialty coffee arrow aimed at encouraging the development 

of both fragile sides of the quality producer-roaster equation. Both, frankly, are still rare 

– but growing – perhaps in an accelerating manner. They are certainly inspired. 

Visionary roasters, importers and a handful, so far, of exporters, who have 

participated in and understood the message of Cup of Excellence and Best of Panama 

have connected with winning farms and coops and are now working with them and 

others to create tiered qualities. This is the next step. Producers who successfully 

strive to create the highest possible quality naturally beget multi-tiered qualities in the 

process, each having its own market and commanding a different price. The pyramid 

begins. CT 

07


Roast Assured 

A slight variation in time or temperature makes the difference between ordinary and exceptional 

roasting. Ensure the success of your roast and your business — depend on the equipment that carries 

each bean through the process with care and control. Roast Assured with Probat Burns. 

Contact us about our L & G series 

roasters for the specialty coffee market. 

Visit us at SCAA Booth #827. 

Probat Burns, Inc. | 901-363-5331 | info@probatburns.com | www.probatburns.com 



07-PBAD001v2_4c_full_CoffeeTalk.1 1 3/14/07 2:26:38 PM 

9


Barista 

The Barista Guild- 2007 

By Ellie Matuszak, Chair- The Barista Guild of America 

Adapted from an originally published article in the SCAA Specialty Coffee Chronicle, October 2006, by Ellie Matuszak in March 2007 

The Specialty Coffee Association of America’s (SCAA) Conference and Exhibition in April In past years, the BGA also presented BGA jams in northern California, and Chicago, 

2006 in Charlotte, North Carolina, was an unforgettable experience for many attendees, Illinois. The BGA is continuously searching for hosts to present BGA jams in other areas 

and particularly special for the Barista Guild of America (BGA) as it celebrated its first 

full year as an official SCAA trade guild. The 2007 SCAA Conference in Long Beach, 

of the country. 

California, promises to be equally historic. 

Elections 

For the first time at the annual conference, the BGA will be presenting a Friday In January 2007, the annual BGA election took place, seeking 4 Directors of the BGA 

intensive barista training session. The hands-on lab course is titled “Professional Executive Council and 10 Regional Chapter Representatives, all volunteer positions. 

Development for the Working Barista.” This brand-new training class is geared toward The slates of nominees included a vast selection of qualified, dedicated, and passionate 

working baristas and existing retailers, and will include latte art training and palate individuals from all over the United States. After the ballots were counted, the following 

development through cupping and espresso preparation in tandem with roasters. 

Cupping is an important skill in specialty coffee, and many baristas may not have 

individuals were elected to these leadership postitions: 

the opportunity to visit the cupping table regularly, much less compare and contrast Nicholas Cho, Executive Council Director (2nd Term) 

traditional cupping with espresso preparation. The “Professional Development for the Chris Davidson, Executive Council Director 

Working Barista” course will feature two coffees each (blends or single origins) from 

three different roasters who will be on hand to discuss and provide insight into the 

Andy Newbom, Executive Council Director (2nd Term) 

Jeff Taylor, Executive Council Director 

coffees for the baristas. “The Professional Development for the Working Barista” course 

will be held at the SCAA headquarters twice on Friday, May 4, 2007. Space is limited and 

all BGA members receive a registration discount (individuals who concurrently register 

for the course and sign up for the BGA are eligible for the discount). 

In addition to this new Friday Intensive session, the BGA will, for the first time, 

Chris Deferio, North East Chapter Representative (2nd Term) (1-year Term) 

Aaron Ultimo, Mid-Atlantic Chapter Representative (2nd Term) (1-year Term) 

Thom Swain, South East Chapter Representative (2nd Term) (1-year Term) 

Sarah Kluth, Great Lakes Chapter Representative (2-year Term) 

Ryan Dennhardt, Midwest Chapter Representative (2-year Term) 

also present mini-trainings at the BGA Booth on the show floor during the Saturday Mike McKim, South Central Chapter Representative (2nd Term) (1-year Term) 

exhibition hours of the Conference. BGA members will be discussing and demonstrating Bill McCauley, South West Chapter Representative (2-year Term) 

espresso preparation, latte art, and the science of preparing the traditional cappuccino. Sean Kohmescher, Western Chapter Representative (2-year Term) 

All show attendees are invited to stop by and see the BGA members in action with their Phoung Tran, North West Chapter Representative (2-year Term) 

craft. More information and registration instructions are available at http://www.scaa. 

org/conference/sessions_list.asp?track=26&top=that&img10=_o#ID1. 

Susan Price, Mountain Chapter Representative (2nd Term) (1-year Term) 

Furthermore, the BGA is excited to announce three BGA members have recently been 

elected to the SCAA Board of Directors. Nicholas Cho (BGA Executive Council Member 

2005-07), Jeff Taylor (BGA Member and BGA Jam Host), and Ellie Matuszak (outgoing 

BGA Executive Council Chair) have all been elected to two-year terms of service, 

beginning May 8, 2007. Congratulations! 

United States Barista Championship 

Many BGA members also participate in the United States Barista Championship (USBC), 

and on Sunday at the conference, this year’s BGA Booth will feature some of the 2007 as 

well as pastUSBC participants creating their signature drinks and leading instructional 

demonstrations, sponsored by many quality-focused and barista-oriented companies. 

All show attendees are invited to visit and sample again and again during the exhibition 

hours on Sunday. 

BGA Party 

The BGA is thrilled to announce it will also host its annual “Barista Guild of America 

Party” on Sunday, May 6, at Cohiba Lounge on Broadway and Pine in downtown Long 

Beach, sponsored by Torani. This party is traditionally a time to celebrate the craft of 

the barista with the six USBC finalists who will have been announced earlier on Sunday. 

The BGA wishes the best of luck to all BGA members participating in the USBC. 

New Newsletter 

In mid-October, the first BGA Monthly Newsletter was released to all members Each 

newsletter is created by a rotating team of two from the BGA Executive Council and 

Chapter Representatives and features educational content as well as membership 

news and any industry buzz that is relevant to the barista community. As membership 

approaches 500, it is critical that BGA members can continue to be aware of and 

support one another’s achievements and learn about the specialty coffee industry’s 

opportunities for education and development for baristas. Notably, the BGA is thrilled 

to congratulate 2006-07 Regional Champions Nicholas Cho, Billy Wilson, Robin Seitz, 

Matt Riddle, and Heather Perry- all BGA members. Any BGA member is welcome to 

contribute, and anyone is welcome to submit an event for inclusion to the next and 

future newsletters. Please email all submissions, events, questions, or comments to 

[ematuszak@intelligentsiacoffee.com]Ellie Matuszak. 

Strong Presence 

As the SCAA focuses on increasing its presence and availability through regional 

programming, the grassroots nature of the BGA will allow for continued emphasis 

on quality barista events throughout the USA. In 2006-07 the BGA, along with host 

companies PT’s Coffee Company and Cosmic Cup, presented educational events called 

“BGA Jams” in Kansas City and Eastern Pennsylvania, respectively. At a Barista Jam, 

baristas, retailers and other industry professionals of all skill levels are brought together 

to share experience and expertise, learning about a variety of topics in specialty coffee. 

The purpose of any barista jam is to promote a high level of professional development 

for the quality-driven working baristas and retailers in a local area. 


Guild 2007 

Thank you to supporters 

The BGA has grown each month and is quickly becoming a driving force in the Specialty 

Coffee Industry for quality-focused Baristas and Coffee Professionals, and is grateful 

to our many sponsor companies and supporters who have made educational and 

networking events possible for this continued development. 

The current executive council of the BGA includes: 

Ellie Matuszak, Chair Jay Caragay 

Intelligentsia Coffee Jay’s Shave Ice 

Los Angeles, Calif. Timonium, Md. 

Sandy Hon, Vice Chair Nicholas Cho 

Java Jazz: Johnson County Community College murky coffee 

Overland Park, Kan. Washington, D.C. 

Bronwen Serna, Vice Chair-elect (2007-08) Andy Newbom 

Hines Public Market Coffee Barefoot Coffee Roasters 

Seattle, Wash. Santa Clara, Calif. 

Heather Perry 

Coffee Klatch 

San Dimas, Calif. 

Contact Details 

To become a BGA member, go to http://www.baristaguildofamerica.org and download 

the application. If your company is interested in sponsorship opportunities for the 

BGA 2007 SCAA conference programming, please e-mail Heather Perry at heather@ 

klatchroasting.com or Wendy Jensen of the SCAA at wjensen@scaa.org. If your 

company is interested in hosting a BGA Jam or providing a partner benefit to BGA 

members, please e-mail Sandy Hon at shon@jccc.edu or Michelle Campbell of the 

SCAA at mcampbell@scaa.org. CT 

Ellie Matuszak is the chair of the Barista Guild of America. She can be reached at 

ematuszak@intelligentsiacoffee.com.

�� 




�� 

�� 

800-4DRINK4 

It’s about the smoothies and frozen coffee drinks 

�� 

For a Dealer near you, phone 800-437-4654 or 440-235-0214 • E-mail: foodservice@vitamix.com 

www.vitamix.com/foodservice 

made with our blenders. It’s about the large crowd on 

Saturday night being served frozen bliss from our 

blenders. It’s about the perfect soups and sauces 

being created in our blenders. 

It’s about your business. It’s about your new menu 

made possible only with our blender. It’s about 

your new theme nights inspired by the frozen 

drinks made in our blender. It’s about your profits 

going up constantly by serving perfect drinks 

made with our blenders. 

Advantage: Vita-Mix ® 

. 

We have always designed and manufactured 

outstanding blending equipment. Blenders 

powerful enough for those tough to handle 

ingredients yet versatile enough to handle the 

most sensitive of recipes in the same machine. 

That still hasn’t changed. 

We are more committed now than ever to 

building the greatest blending equipment in 

the world. And, as we have seen recently, 

our competition is TRYING to catch up. 

In test after test, we make the best 

smoothies, shakes, frozen coffees, 

ice cream treats, sauces and more for 

your customers. Bottom line: 

Advantage: Vita-Mix. 

11


Brewers 

The Brewer Refined 

By David Haddock 

Time was, if you were sitting in a restaurant, coffee shop or diner and ordered a The Brewers 

standard cup of coffee it was drawn, not unlike grog from a keg, from an antiquated 

Fetco Corporation introduced the first reliably stable 

multiple gallon urn-style coffee brewer. Or worse, from a glass or acrylic pot which 

thermal dispenser in a large capacity. Coffee could be 

was sequestered like a kettle on a hot plate torturing what little flavor was left out 

held with minimal degradation in amounts from 1.5 to 24 

of what was going to be served to you. This era, whose remnants still exist today in 

gallons. Following that, Fetco introduced the first removable 

the uninformed or stubborn segments of the coffee industry, was ripe with horrible 

hopper portion control coffee grinder, programmable 

coffee; coffee served because it was a hot, brown liquid. 

pulse brewing and first true shower spray head for smaller 

coffee brewers. The Extractor series, pictured, is one of the 

History 

most popular brewers in specialty 

Better brewing was not unknown back then; Dr. Lockhart’s work had been undertaken, 

coffee today. The older style TPD 

surveyed, proven and implemented in the first life of the Golden Cup award. Perfect 

thermal dispensers are still in 

or near perfect coffee brewing was not enforced or supported by the consumers, 

service and fit under the newer 

who didn’t know any better, the roasters who didn’t know any better and the 

systems. 

manufacturers of the machines, who didn’t have to know any better. 

Bunn is probably the 

With the dawning of the new era of awareness of how good coffee could be most recognizable name in coffee brewer history. My first 

when properly prepared, the errant enforcers have found their way. Consumers, who experiences in brewing specialty coffee and learning brew 

finally got a good cup, started demanding better coffee. Roasters began sourcing theory were on the ubiquitous CWT-3. Needless to say, the 

better and better coffees, deepening their knowledge base and requiring better and engineers at Bunn have not been resting on their laurels 

more reliable machinery to handle their product at the retailer level. Manufacturers since then. 

slowly began responding to the ever-growing specialty market by learning about Their Dual Thermo Fresh brewer with Brew-Wise 

the work Dr. Lockhart accomplished and even taking the same courses offered at technology is the industry’s first inter-connected coffee 

the SCAA Conference and studying the works of icons like Ted Lingle, Don Holly, brewer and grinder systems. The genius behind this system 

Carl Staub and so on. These efforts led to dynamic changes in the machinery side rests in the Smart Chip imbedded both in the handles of the 

of the industry. With roasters and the larger specialty coffee industry demanding brew funnels and the chassis of the machines. After being 

machines that could adhere to the Golden Cup standard and with applied technology programmed, the funnel becomes the link between the 

advancing faster and faster, manufacturers entered their renaissance. 

brewer and the grinder by selecting the coffee to be ground, 

This period saw the arrival of thermal dispensers larger than an air pot, brew the programmed amount and upon its return to the brewer, 

baskets roomy enough to handle the higher weights required for the Golden Cup activating the programmed brew profile. Operators can have 

standard, Pulse Brewing, Pre-infusion and great big spray heads. Today, progress multiple varietals programmed in with their accompanying 

continues with even better technologies. 

profiles. 

The Standard 

Before we get to the new stuff, let’s review the Golden Cup standard of brewing 

coffee. 

1. Clean Coffee Brewing and Handling Equipment 

This includes coffee grinders, brew baskets, spray heads, seat cups in faucets and 

of course, containers and dispensers. Coffee oils form a residue over time on the 

surfaces of these components that will influence each and every batch of coffee it 

comes into contact with. 

2. Proper Grind 

Grind particle size is one of the determining factors of extraction. The roaster or 

coffee provider should be able to discern which grind is correct. 

3. Correct Water Temperature 

Brew water temperature should be within 195°-205°F. 

No exceptions. 

4. Good Water Quality 

Basically, if it tastes good and doesn’t form calcium deposits it’s good to go. 

Water analysis by a reputable filtration company is strongly recommended. 

Reverse Osmosis (unless it’s re-mineralized) and distilled water are unacceptable. 

5. Contact Time 

The amount of time water is in contact with the coffee varies with the type of brewer. 

Newer and more efficient brewing technologies are pushing the envelope but around 

five minutes of contact time is the norm. 

6. Coffee to Water Ratio 

3.25 – 4.25 oz. by weight to make 64 fluid oz. of coffee 

The reason there is a range is that different coffees extract differently. The coffee will 

taste wonderful somewhere in this range of 3.25-4.25 oz. 

Logically, the amounts of coffee to use increases as the batch size or amount of 

water increases. Again, the range of coffee comes into play according to taste. 


The Wilbur Curtis Company has 

been making coffee brewing systems for over 66 years 

and is another mainstay in the coffee industry. The Gemini 

system is probably their best known piece of equipment 

as well as the Alpha, Curtis’s small bottle brewer. Curtis 

has been adapting to the needs of the market as much as 

any manufacturer and this year the exciting new Milano is 

on the scene. 

This brewer takes into account the lessons learned 

from feedback from the industry including an angled LCD 

display for easier viewing, ergonomic handholds for their 

redesigned thermal servers and G3 technology for better 

brew profile control. 

Enter the Clover. The next step in the ‘best brewed 

coffee ever’ is represented in a machine that has no 

brew-in containers, spray heads nor does it even look 

like the traditional coffee brewer. This is a true bythe-cup 

brewer that is designed to give the operator 

ultimate control over the critical factors of the brew. 

Time, temperature, amount and extraction time are 

all controllable with this compact, unique machine. 

It also ushers in a more focused requirement for the 

operator to pay attention to the coffee during grinding, 

brewing and presentation, much like a skilled barista 

would. 

As the industry continues to evolve, we 

will doubtless be witness to some astounding 

advancements as it pertains to technology and 

convenience for the in-store operator and the consumer. As we progress, we must 

always remember that the renaissance of coffee brewing came about because proper 

standards were applied and consumers demanded a better cup. As long as we strive 

for the best quality, innovation and progress will continue to be made. CT 

144


SCAA booth #849 

AIRPOT BREWER GT PRIMO CAPPUCCINO GT-3 



Equip yourself 

for greater profits. 

The right equipment makes a profitable difference in your beverage 

program. With a full selection of innovative systems for today’s 

foodservice operations, Curtis can help you reduce labor, lower costs, 

and build sales by offering your customers consistently delicious 

gourmet flavor every day. 

Find out more. Log on to www.wilburcurtis.com, 

or call Toll Free: �� 

13 

�� 

CURTIS MILANO PRIMO CAPPUCCINO GT-5 ALPHA GT CAFE PC 

WILBUR CURTIS COMPANY • MONTEBELLO, CA USA • 323-837-2300 • fx: 323-837-2406 • www.wilburcurtis.com 

14490 Ad332 cofe talk.indd 1 3/20/07 11:22:44 AM


Brewer Directory 

Aerobie, Inc. 

650.493.3050 

http://www.aerobie.com 

Palo Alto, CA 

AquaBrew, Inc. 

714.432.8800 

http://www.aquabrew.com 

Santa Ana, CA 

The easy to use Caféjo pod brewing system features a patented pod 

auto-eject system along with a selection of 13 gourmet coffee pods. 

AZKOYEN 

887.431.JAVA +34948709709 

http://www.azkoyen.com 

Peralta-Navarra 

Bloomfield Industries 

800.777.0450 

http://www.wellsbloomfield.com 

Verdi, NV 

Bloomfield Simply Better. 

Bravilor Bonamat 

+31.0.72.57.751 

http://www.bravilor.com 

Brewmatic 

800.421.6860 

http://www.brewmatic.com 

Torrance, CA 

Bunn-O-Matic Corporation 

217.529.6601 

http://www.bunn.com 

Springfield, IL 

Since the company‚s founding in 1957, BUNN has become synonymous 

with exceptional quality in beverage equipment worldwide. The Bunn- 

O-Matic Corporation‚s quality beverage equipment includes coffee 

brewers and grinders; liquid coffee dispensers, iced tea brewers; 

cappuccino, granita, and juice machines; superautomatic espresso 

systems; hot water systems; water filters, and paper filters. 

Cecilware Corp. 

718.932.1414 

http://www.cecilware.com 

Long Island City, NY 

Cecilware Corporation, a pioneer in engineering high quality hot and 

cold beverage dispensing equipment, manufactures a host coffee 

brewers, cappuccino, granita, and cold beverage dispensers. 

Coffeecol Inc. 

305.665.5174 

http://www.coffeecol-usa.com 

Coconut Grove, FL 

Comobar 2000 Espresso Italia 

305.438.1254 

http://www.comobar2000.com 

Miami, FL 

Fantastic Cappuccino - Espresso Bar Service 

310.753.2364 

Redondo Beach, CA 

Fetco 

800.338.2699 

http://www.fetco.com 

Lake Zurich, IL 

The science of extraction meets the art of taste in the Coffee Brewing 

Systems from FETCO®. 

Filtron 

800.735.2261 

http://www.filtron.com 

Huntington Beach, CA 

Flavia Beverage Systems 

877.426.6410 

http://www.flavia.net 

West Chester, PA 

FLAVIA Beverage Systems offers a Tea menu which features six leaf 

teas from full-bodied blends to light and delicate brews. FLAVIA - a tea 

to suit all tastes. 

Franke Kaffeemaschinen AG 

+41 62 787 3131 

http://www.franke-cs.com 

Aarburg, SO 

Grindmaster Corporation 

800.695.4500 

http://www.grindmaster.com 

Louisville, KY 

The only source for your global beverage equipment needs. 

Hamilton Beach Commercial 

800.572.3331 

http://www.hamiltonbeach.com 

Glen Allen, VA 

HGZ AG 

41 44 487 57 57 

http://www.hgz.ch 

Dallikon/Zurich 

Keurig, Inc. 

888.287.2739 

http://www.keurig.com 

Wakefield, MA 

KMJ International, Inc. 

562.597.5973 

http://www.onefreshcup.com 

Long Beach, CA 

Lance Larkin/Brew Express 

866.268.5953 

http://www.brewexpress.com 

Portland, OR 

Leodoro Coffee Systems 

888.442.6333 

http://www.leodoro.com 

Jersey City, NJ 

Leodoro Coffee Systems offers the finest commercial Super Automatic 

and Traditional espresso solutions from JURA, EGRO and LA SAN 

MARCO, to fit any budget or operational need. Professional service and 

support throughout North America. 

Nespresso 

800.566.0571 

http://www.nespresso.com 

New York, NY 

Newco Enterprises, Inc. 

800.325.7867 

http://www.newcocoffee.com 

St. Charles, MO 

Royal Coffee Maker 

517.347.7983 

http://www.royalcoffeemaker.com 

Okemos, MI 

Saeco USA 

440.528.2000 

http://www.saeco-usa.com 

Glenwillow, OH 

Shieb PLC 

+25111.157.4108 

Techni-Brew International 

503.666.4545 

http://www.boyds.com 

Portland, OR 

The Coffee Equipment Company 

206.782.9472 

http://www.coeqco.com 

Seattle, WA 

VE Global Solutions, LLC 

800.321.2511 

http://www.veglobal.net 

Cleveland, OH 

VE Global Solutions offers the Koro and Korinto, American fresh brew, 

roast and ground and espresso-based, bean-to-cup coffee equipment. 

VEGS is a leading, solutions provider in the OCS, Vending and Food 

Service industries, providing unsurpassed quality products and service 

nationwide. 

Wilbur Curtis Company 

800.421.6150 

http://www.wilburcurtis.com 

Montebello, CA 

Curtis is a leader in the design and manufacture of premium 

commercial coffee and tea brewing systems and specialty drink 

machines featuring exclusive Generation Three (G3˙) digital control. 

WMF of America, Inc. 

954.583.2269 

http://www.wmf-usa.com 

Fort Lauderdale, FL 

The pioneering technology of the WMF combiNation makes even 

complicated, time-consuming coffee preparation possible, easily and 

quickly, at the touch of a button: Espresso, Ristretto, Café Crème, Filter 

Coffee, Latte Macchiato, Cappuccino or Caffe Latte ... there are no 

limits to the imagination. 


CoffeeTalk’s New 

Searchable Database 

Search by 

• company name • business site 

• state • city 

or any combination. 

Check it out today!


VISIT OUR BOOTH 

AT SCAA – #1858 

Customers will pour on the praise when 

you serve in a PerfecTouch insulated cup 

Make it a Dixie Day 

A leader in the insulated cup category for over ten years, 

PerfecTouch was the first insulated paper cup to offer: 

• Eliminating the need to double cup or use costly sleeves 

• A unique non-slip surface that feels more comfortable 

and secure 

• A great option for both hot and cold beverages 

• Patented process, made from paper not foam 

Experience for yourself! 

For more information about Dixie Foodservice products, call 

1-800-257-9744 or visit our website at www.dixiefoodservice.com. 

©2007 Dixie Consumer Products LLC. All rights reserved. Dixie, Dixie 

PerfecTouch and Make it a Dixie Day are trademarks of Dixie Consumer 

Products LLC. 


�� 

�� 


Ingredients: 

�� 

�� 

�� 

�� 

Distributed by: Mont Blanc Gourmet 

�� 

�� 

�� 

�� 

�� 

�� 

�� 

�� 

�� 

�� 

15


Meg’s 

Column 

by Meagan Goodman 

Tell teens, sell beans 

Today, teens are conscious about social and environmental issues all over the world. 

Most teens are familiar with fair trade, shade grown, and organic coffee, but don’t know 

what those things mean. I have found that teens are more than willing to pay the extra 

ten cents for their cup of coffee if they believe it is going to a good cause, but many 

don’t know what the cause is. Although it is everyone’s personal responsibility to find 

out what is going on around the world, not everyone actually does this, but when the 

facts are put in front of our faces, it is hard to ignore 

It is common knowledge, among teens that frequently drink coffee, that the beans 

come from third world countries and from coffee farmers that barely make enough 

money to survive. If the different types of certifications and how they benefit the 

farmers and environment were explained to teens, they would have more incentive to 

buy a quality cup of coffee. I know that economic issues and ecological issues around 

the globe are hot topics for teens. If it were advertised that buying a certain cup of 

coffee supported saving the rainforest or raising minimum wage for coffee growers, or 

even just raising the quality of the coffee we drink, I believe that teens would not only 

respond, but they would probably take the initiative to help and spread the word to their 

friends about the issues around coffee. I would brag to my friends saying, “Yeah, I paid 

an extra ten cents today on my cup of coffee so that the rainforest and all the animals 

that live in it can stay put and not get chopped down. I have done my good deed for the 

day.” Honestly, teens love to get involved if they can brag about what they did to benefit 

someone else. 

So, what does this mean for cafes? I think it would be beneficial for cafes to create 

some sort of pamphlet or mini advertisement for their coffees that supports ecological, 

chemical-free, or social benefits for the coffee growers and origin countries. Teens love 

to learn about things that we can tell other people, after all, we never stop talking so 

there must be something of interest to keep yakking about. If a café featured a blend 

of the week for its quality standards or because it is an organic coffee helping the 

environment and raising the amount of money the growers receive, teens would buy it. 

Even if the barista or cashier said they were having a special on this latte which featured 

beans that benefited schools in central and South America, not many people would say 

no to that sort of confrontation. 

Teens know they have a responsibility to the impoverished citizens of the world. 

Record numbers of teenagers are joining groups such as Amnesty International, 

Interact, Kiwanis, etc. and the more awareness that teens encounter, the more they will 

take initiative to do something about global problems. 

The volunteer program Amigos de las Americas sends teenagers to Central and 

South American countries to do service projects in small communities. To help them 

raise money they must sell coffee beans. This requires the applicants to learn about the 

coffee they are selling and the conditions of the farmers. This is just one example of 

how teens are becoming more and more involved in the coffee industry. 

By offering information about Fair Trade and Organic coffees, or programs such as 

Coffee Kids, Rainforest Alliance, and Smithsonian Bird Friendly and by offering specials 

on beans that are chemically-free or have higher quality standards, teens will become 

more active in the coffee world and not only buy more coffee, but know that the coffee 

they are buying supports the farmers. Everyone likes to do good things. When those 

good things are available every morning as we ‘tired teens’ go to our favorite cafes, we 

will invest in those good deeds and spread the wealth. It is not hard to convince people 

to support impoverished farmers, it just requires raising awareness and what better 

place is there to do that than cafes? CT 


Kenneth Davids, coffee expert, author, and co-founder of The Coffee Review, which 

reviews roasters’ coffees and rates them using the Coffee Review proprietary 100point 

rating system. To see the full reviews, visit www.coffeereview.com. 

Coffee growing regions strung along the rugged Andes from central Colombia south 

through Peru have much in common: high growing altitudes; a reliance on sturdy, 

simple varieties of arabica like typica and caturra; small-holding farmers whose 

struggle to produce fine coffee is challenged by daunting transportation problems 

and sporadic social and political conflict. As in so many other places in the world, 

potentially small lots of splendid coffees may end up buried in container-loads of 

ordinary coffees, victims to slow trucks (or no trucks), commodity thinking, careless 

handling, and the discouraging impact of low coffee prices. 

Countering all of these obstacles are efforts by development agencies, coffee 

federations, various non-governmental organizations and adventurous young coffee 

buyers aimed at raising the quality and prices of these coffees and leveraging the 

best ones out of the stream of the ordinary into the realm of the exceptional. 

A Best of Both Worlds Candidate 

As this month’s reviews attest, such efforts to identify, support and promote 

distinctive coffees from the Andean regions have generated by far the most success 

in southern Colombia. Coffees of similar potential probably ripen on trees in Bolivia 

and Peru, but the process of finding those coffees, meticulously processing them and 

getting them to market promptly in small, select lots is not nearly as well developed 

as in Colombia, with its better infrastructure, better consumer recognition, and long 

national focus on coffee production. 

One edge that Peru and Bolivia coffees do carry into the American specialty 

market derives from the same limitations in history and infrastructure that haunt 

them. All of the Perus and Bolivias submitted this month were certified organically 

grown, whereas none of the Colombias were. Quite simply, most producers in 

Bolivia and Peru probably never used chemical inputs or pest controls because 

they couldn’t afford to, giving those agencies helping to develop these coffees an 

opportunity to formalize and promote their organic status. CT 

Paradise Roasters Colombia Tolima Reynel Perez Micro-Lot 

Origin: Tolima growing region, south-central Colombia Review Date: February 2007 

Exhilaratingly intense but roundly sweet-toned aroma: black cherry, flowers, milk chocolate, with an underlying 

cedar-toned crispness. Sweet flowers and cherry dominate in the cup with an almost symphonic richness of 

tone. Medium bodied but silky mouthfeel. The floral notes linger into the farthest reaches of the finish. 

Overall Rating: 96 points 

Coffee Klatch Colombia Huila Supremo 

Origin: Huila Department, southern Colombia. Review Date: February 2007 

Quietly intense aroma, cedar and distinct butterscotch notes. Plushly heavy body in the sweet, deep-toned cup, 

with almost port-like red wine tones and rich hints of semi-sweet chocolate and roses anchored on a flinty, 

almost mineral-like base. 


La Golondrina by Counter Culture Coffe Colombia Cauca, Special Micro- 

Lot Selection Juvenal Penna 

Origin: Cauca Department, southern Colombia. Review Date: February 2007 

Sweet-toned, quietly complex aroma: cherryish, chocolate-toned fruit with a hint of herby cedar. In the cup 

softly acidy and richly and exquisitely balanced, with the fruit taking on a distinct black cherry character. A 

coffee whose excellence ultimately lies in its suave authority and completeness. 


Alterra Coffee Roasters Colombia El Castillo Micro-Lot Nelson Melo 

Origin: Cauca Department, southern Colombia. Review Date: February 2007 

An aromatically rather simple coffee with a tremendous relaxed and almost voluptuous structure. In the aroma 

low-toned and round with hints of flowers and cherry-toned fruit. Softly acidy and sweetly and deeply rich in 

the cup. Sweet, almost sugary finish. 


Atomic Cafe Coffee Roasters Colombia Hato Viejo Cup of Excellence 

Origin: Narino Department, southern Colombia Review Date: February 2007 

A classic cup: pure, simple, intense, refined. Sweet-toned but crisp aroma: tomato, cedar, cardamom, chocolate. 

Richly and sweetly acidy in the cup with the classic complex of flowers and fresh coffee fruit with rounding 

hints of chocolate. 

Overall Rating: 94 points




17


About us 

The Roasters Guild is a trade guild of the SCAA for members which earn their living 

by roasting coffee. This includes the production roasters that spend eight hours a day 

manning 220 Kilo roasters or the roasters at the offices of coffee traders, importers 

and brokers which roast small samples for cupping and quality control purposes. 

All professional coffee roasters in the guild should have one thing in common; an 

unquenchable passion for coffee and delivering the best possible roast outcome 

with each attempt. 

The Roasters Guild also provides classes, a web-based forum, annual retreats 

and origin trips that are open to all members. Earlier this year, the Roasters Guild in 

cooperation with Icafe conducted a tour of Costa Rica primarily for Roasters Guild 

members. A new trip to Colombia is being planned as you read this. 

NEWS!! 

LETTER FROM PAUL THORNTON – Chair, Roasters Guild Executive Council 

“One person has been instrumental 

in the quality and organization of 

the Roasters Guild events these past 

few years and we wish her luck as 

she moves on in her career. It is with 

sincere gratitude that we bid farewell 

to her as she leaves her positions at 

the SCAA and the Roasters Guild. 

Stacie Woods, your friends at the 

Roasters Guild want to thank you 

for the great work you’ve done in 

organizing the annual Roasters Guild 

retreats, origin trips, SCAA events 

and of course, your help in preparing 

the monthly communications with 

the Roasters Guild Communications 

Committee.” 

Stacy Woods 

DEMOCRACY IN FLAMES! 

The Roaster Guild Executive Council 

had six vacancies up for election this 

year- exactly the same number of 

nominees it received to fill them! To 

better serve the guild, it’s important 

to have a larger pool of candidates 

for the electors to choose from. Let’s 

motivate more members to flex 

their political muscles at the next 

opportunity! 

It’s still too early to confirm the 

election results, BUT congratulations 

to the newly elected and re-elected! 


The Roasters Guild 

Live… 

By Joel Starr of The Roasters Guild 

Communications Committee 

SCAA EVENTS 

The Roasters Guild will be presenting a multitude of workshops at 

the convention May 4-7. Including beginning and intermediate craft 

roasting, basic roasting equipment and operations and the ever popular 

and indubitably uproarious, purchasing, finance and green coffee contracts 

use and terms, just to name a few. Get the complete schedule of events at 

www.scaa.org or www.roastersguild.org. 

WE’VE GONE CUPPING CRAZY! 

In addition to these fine classes, the Roasters Guild will also be presenting two 

events where coffee cupping is of the utmost importance. First of all, the 2007 

Roasters Guild Cupping Pavilion competition is open to origin countries that are 

in a cooperative relationship with the SCAA, and to roaster and importer SCAA 

Members. The Cupping Pavilion is an event intended to provide roasters and green 

coffee buyers the opportunity to blind-cup carefully vetted and exceptional coffees 

in a controlled environment. Coffees will be ranked after competition based on 

the scores provided by the participating cuppers. Those who would like to submit 

coffees should send ten pounds of unroasted coffee to SCAA offices in Long Beach 

by April 23, 2007. Please include an email address with your submission. Visit www. 

scaa.org for more info and our mailing address! The second cupping event is The 

Roasters Choice Tasting Competition. 

This event is intended to highlight the craft of roasting while providing attendees 

the opportunity to taste some exceptional coffees in a relaxed environment. All 

exhibition attendees will be provided a ballot with their registration badge allowing 

them to vote for their favorite; the tasting will be blind. While a “winner” will be 

announced, based on the results of the balloting, the chief aim of this event is to 

celebrate the craft of roasting and to enjoy great coffee during the Conference & 

Exhibition. If you are a current Roasters Guild member and would like to submit 

coffees for the competition please contact Tina Landavazo at tinal@scaa.org and 

include “Roasters Choice Competition” in the subject line. This year’s theme will be 

“House Blends”. Make sure your entries have no expression of oil! This year we ask 

that contestants submit thirty pounds as their first AND final submission by May 2, 

2007 (this year there will be no “vetting” round). We recommend that you roast your 

coffee on April 30, 2007 or on May 1, 2007 and that you express your coffee to us 

for arrival on May 2, 2007, in any event, it will be assumed that all submitted coffees 

were roasted on the recommended dates. 

Whether you’re a Roasters Guild member or not, be sure to come to our Roasters 

Guild Annual Membership Reception and take our “Free Personality Test”… It’ll be 

Sunday, May 6 – 6:00 PM – 7:00 PM in Grand Ballroom B. 

Immediately following the annual Membership Meeting stick around for a 

meet & great reception. If you are not currently a member but are interested in 

the Roasters Guild, this is a great time to come talk to current members to see how 

they benefit from being a member. There will be light appetizers provided and an 

assortment of beverages for you to purchase… including coffee! Make sure to grab 

a copy of our Roasters Guild Origin Trip Handbook as well. It will be available the 

SCAA resource center at the convention! 

RETREAT! 

The 7th Annual Roasters Guild Retreat will take place August 16-19, 2007 at Sugar 

Lake Lodge in Grand Rapids, Minnesota. To those of you have never attended because 

of the perceived “remoteness” of the Roasters Guild retreats, you are missing out! 

Sugar Lake Lodge has worked closely with the Roasters Guild in order to perfect this 

event that requires so much special planning. There will be, as always a roasters 

pavilion which will feature the latest and greatest of coffee roasting technology for 

you to try your hand at and question the designers of the machines in person. Visit 

www.roastersguild.org for more retreat info. 

The Roasters Guild hopes you have a wonderful visit to Long Beach! CT 

The Roasters Guild Communications Committee is comprised of George Bregar, 

Timothy J. Castle, Timothy Chapdelaine, Shawn Hamilton, Joel Starr, Paul Thornton 

and Geoff Watts.




19


REPORT 

FROM THE FIELDS: 

By Joan Nielsen 

Artisanal Farms, Roasters 

and Independent Shops 

STATS: 

JOE’S ESPRESSO 

2500 30th Street 

Boulder, CO 80301 

Shop 303. 444.4207 

Joe Zerber, Owner 

Jason Calloway, General Manager 

ENVIRONMENT: Edgy, intellectual, 

high energy environment, serving 100 to 

300 coffees a day. Tastefully displayed local 

artwork that changes with the season and 

reasons. The few customers that walked in on 

this very quiet Sunday afternoon clearly knew 

the staff and were there for the camaraderie and 

quality of the coffee they ordered. On other days of 

the week, as many as 300 drinks may be served, but today 

the staff seemed appreciative of the relative peace and quiet. 

SHOP GOALS: Bringing people together with coffee and art, culture and 

communication. Serving the best coffees available (from Allegro Coffee Company) 

combined with highly informed baristas who pride themselves on customer relations 

and in-depth info on the coffees they serve. (They go over to nearby Allegro offices 

for on-going informational seminars on origin specific coffees.) 

PERSONAL GOALS OF JOE ZERBER: “I want to be a ‘Master of Aesthete!’ 

I see the coffee bean as visual art and all that that infers. We eat with our eyes first, 

don’t we?” 

COFFEE SOURCING: With his existing drink volume, Joe is aware that he could 

be roasting his own coffee instead of buying roasted coffee from Allegro Coffee 

Company, but, “I know Allegro has the depth on their buying team to ensure that 

I get some really great coffees, so until I have someone that is willing to devote all 


their energy to sourcing the type of coffees I’ve grown used to, I think I’ll be working 

with the folk at Allegro.” 

Zerber also pointed out that he appreciates the buying practices in place at Allegro, 

“I’m very aware of the care that they take to acquire their coffees in a way that is 

equitable both to the farmer, to my shop and ultimately to my customers as well. I am 

also aware of the intense origin trips the buyers take. I can verify to my satisfaction 

that they’re practicing what they preach and therefore, so am I.” 

COMMENTS: Upon meeting Joe Zerber, one can’t help but remark on his style, 

energy and passion. There’s the complex and ambivalent awareness of an expat 

circling around him. (Zerber was born in Mexico City and his father is Mexican. 

He jokingly indicated that he and Frida Kahlo were “like this.”) These personal 

attributes resonate in his shop, from the quality of his coffees to the art on the walls. 

His background is rooted in historical academia and, perhaps not coincidentally, in 

an origin of coffee (Mexico is one of the world’s top coffee producers for any given 

year). Zerber quickly adds, however, “if a background in history taught me anything, 

it was to break away from the status quo.” Joe himself is a hard taskmaster on his 

staff, for whom he has high expectations (“they should be knowledgeable experts 

with lots of energy”) and for himself. As he floated a delicate piece of latte art on a 

cappuccino, he promptly deemed it not up to his own standards, throwing it out and 

doing it over. Top-notch skill behind the bar counts for a lot here; the barista aspect 

of the shop is an obvious strength. 

COMMUNITY OUTREACH: JOE’S ESPRESSO is gearing up to host a 

“Second Annual Barista Jam” in their (spacious) parking lot on June 3rd 2007. This 

extraordinary Jam will cater to the tastes of the consumer by including not only great 

tasting coffees, but local music and visual art, too. Joe notes that besides constantly 

working on his barista’s skills, “we are working toward increasing the awareness 

of local coffee drinkers that the barista is as much a 

craftsperson, if not an artist, as the musicians and 

artists that will be presenting their work that 

afternoon.” 

CONCLUSION: The Annual Barista 

Jam that JOE’S ESPRESSO will be 

sponsoring is consistent with his 

overview and concern for the local 

market. When asked if Boulder had 

anything more to offer the passionate 

and knowledgeable coffee drinker, 

Zerber’s generously stated, “There 

are a lot of businesses serving great 

coffee here. I think it’s a very dynamic 

market I’m not just referring to my 

shop, but several other local Boulder 

businesses too.” However, this report 

recommends that you “DRINK (coffee) AT 

JOE’S!” CT 

Joe Zerber, Owner




21


ECO-Q 

ECO-Q 

By Elan Organic Coffees 

For those of us on a mission to deliver bean. He and his farm must become an administrative manifesto of organizational 

superior coffees to our clients, an importer prowess, because not only does he have to supply the commodity, but he is held 

who understands coffee quality and its accountable to proving to the world that he can manage every certification. ECO-Q 

value added is magnificent to work with. is proposing one program, one inspection, one cost and three documents; organic, 

We know the end consumer hardly ever 

realizes we exist. But the traceability 

shade grown and socially responsible. 

that a well organized importer brings Why ECO-Q? 

to the market leads the way to powerful Imagine finding the best Italian restaurant in your city after years of dreaming about 

efficiency and successful sales. 

that little romantic restaurant in Rome that you and your newly wed partner ate at 

the first night of your honeymoon. Now imagine that you like the restaurant so 

What is ECO-Q? 

much that you begin to meet your friends there, and take all out of town guests 

ECO-Q is an inspection, certification and verification by independent third party to taste their amazing pizza. Lastly, imagine that you make reservations to take 

accredited agencies. ECO-Q will be approved by USDA, NOP, EurepGap and your grandmother there for her 86th birthday, but on that day you arrive to find the 

JAS. 

restaurant is closed and going out of business because they did not understand their 

In its simplest terms, ECO-Q is Elan Code Of Quality, which is a green coffee costs or because they didn’t pass their inspection. No more dinners …no more pizza. 

quality certification which upholds the highest bar on environmental and social This is what we have seen with many wonderful coffees that we have imported 

standards world wide while creating strategic relationships to lower the impact using all different certifications offered by the market. We never want to say to our 

on stakeholders from tree to cup. ECO-Q’s certification is organized by 4 pillars clients again that no we do not have this coffee because their certification was taken 

of sustainability, in which each activity defines responsibility, highlights key steps away or the price at origin was higher then than the price they needed to maintain 

and identifies outstanding qualities. At its core, ECO-Q is Elan Organic Coffees’ their production or simply because the quality of the coffee was not acceptable. 

commitment to quality coffees. 

ECO-Q is important in order to consistently deliver superior coffees to 

discriminating clients. Because marketing campaigns and production schedules are 

Now Offering ECO-Q Coffees of the Lake 

created based on costs and planning, it is vital to provide reliable quality green 

Working with grower groups as well as individual farmers from all around the 

world ECO-Q is the basis of a production schedule which represent cup quality, 

coffee sources. 

social responsibility, biodiversity and traceability. In fact ECO-Q is detailed 2007 marks the first year of ECO-Q 

planting, harvesting, milling, exporting and importing scheduling. Each component During a year when other certifications are experiencing growing pains and the 

has multiple steps and when done correctly these components heighten the specialty coffee industry is increasingly aware of the challenges to consistently 

characteristics of not only the relationship from tree to cup but offers the highest procuring quality coffees; ECO-Q has been born. For the past decade Karen Cebreros 

quality coffees in the world. 

has created a business during exponential demand for traceable quality coffees 

In practice, another certification might seem like a dubious idea. However in from every type of farm from all parts of the world. The coffee industry continues 

light of endless challenges which face producers, exporters, roasters and importers to have a critical impact on both the environment and farmers everywhere. Ending 

like ourselves; there is a space in the certification market for a certification which up on the decertified or suspended FLO list or not being able to afford the costs of 

is simple, cost effective and inclusive of all high quality coffees. It is important to 100% external inspection to grower groups in order to be USDA NOP certified will 

remember that ECO-Q is exposed to the world after Elan Organic Coffees has not stop ECO-Q coffees from providing the highest cup quality which promotes 

moved along with other certifications which mean that we understand intimately the biodiversity and social excellence while guaranteeing sourcing and origin. 

positives and negatives of all certifications as well as the process of getting there. It is an ironic fact that this new consciousness by customers and their 

We are farther along the learning curve. 

willingness to vote with their dollars 

What we have experienced during the 

comes during a time when certifications 

last 18 years of importing and developing 

have begun interpretation of their own 

certified and cause related coffees is that 

standards which demonstrates severe 

some certifications only work with certain 

growing pains. ECO-Q will ensure 

types of farmers, other certifications 

the coffees that you want uphold social 

don’t imply quality and sometimes a 

and environmental standards as well as 

certification doesn’t add value to the end 

delivers the cup quality that makes the 

consumer. Most importantly we have 

specialty coffee industry what it stands 

witnessed that many certifications have 

for because from Tree to Cup we are 

created many stories and partnerships 

making sure that Every Bean Counts. 

that often are jeopardized when their 

During March of this year, the 

certification becomes too costly or 

first ECO-Q certified El Salvadoran 

worse, too complicated. 

coffees landed in Oakland, California. 

For example, some of the growers 

Please let us know if you are interested 

that we work with hold eight certification 

in information about this coffee, ECOlicenses. 

This just goes to show that no 

Q or the ECO-Q Guatemalans which 

longer is the coffee producer just the 

will be landing in Kearny, New Jersey. 

guy who plants the tree and picks the 

Lake Atitlan, Guatemala 

CT 





Display Cases & Modular Cafés 

23 

�� 

�� 

Dreams...to RealityTM 

Clipper’s Tea Express 

Cedric Fichepain • Omaha, NE • www.clipperstea.com 

© 2000 - 2006 Modular Brand Group, LLC All Rights Reserved. 

Let us help you build your 

winning concept today! 

�� 

�� 

Our store designers will tailor the modular café system to create 

a winning layout for any size space and menu while you focus 

on choosing colors and finishes to complete your customized 

café interior that will maximize your customer’s experience. 

sales@millrock.com www.millrock.com 800.645.7625


NCA President’s Column 

By Robert Nelson, President of the National Coffee Association 

Coffee travels a tough road from farm to cup. It’s a long and circuitous supply chain C-TPAT 

that links remote hillsides with your corner café. Many, disparate links make up that In line with minimizing the burden on commerce, the CBP introduced a voluntary 

chain. Yet, they must converge seamlessly and securely to deliver the lifeblood of our government-business initiative to strengthen international supply chain and US border 

industry. 

security. The program, known as Customs-Trade Partnership Against Terrorism (C- 

A safe and uninterrupted supply chain is critical not only to importers, but to every TPAT), is designed to support the Bioterrorism Act’s protections while easing the burden 

roaster, retailer and even consumer throughout the US. Particularly in today’s climate on shipping. Under program rules, participants’ supply chain security practices must 

of heightened awareness of coffee quality and origins, a defined and traceable supply comply with strict C-TPAT guidelines. Once certified, participants qualify for expedited 

chain is critical to every sector of the US coffee industry. 

inspection and shipping procedures. 

In the post-September 11 world, securing the coffee supply chain has taken on In 2006, C-TPAT was codified as part of an omnibus Safe Port Act. NCA worked with 

new meaning. Keeping consumables safe from potential terrorist attacks must parallel key Congressional committees to minimize the legislation’s impact on the coffee supply 

sustaining product flow across mountain paths, national borders and ocean passages. chain. Among results was bill language stressing industry incentives for participation in 

In fact, protecting the food supply has become an important prong of the larger US war C-TPAT’s voluntary security measures. 

on terror. 

NCA also achieved adoption of alternative language eliminating a provision 

prejudicial to the coffee supply chain. General guidelines took the place of proposed 

legislative requirements that specific commercial data be provided prior to loading. 

In the coffee trade, that data typically remains with the exporters, leaving importers 

and roasters with no control over timely data submission and excluding them from the 

expedited security procedures C-TPAT can provide. 

Bioterrorism Act 

Strict rules govern the movement of coffee and other foodstuffs to and within the 

US. Among them is advance notice of shipments and submission and retention of 

commercial documentation. In 2002, the US Congress beefed up such requirements for 

food items by passing the Public Health Security and Bioterrorism Preparedness and 

Response Act of 2002. 

The Bioterrorism Act was enacted 

to protect the US food supply from 

possible terrorist attacks. It expanded 

prior-notice rules, requiring additional 

information submission to the US Food 

and Drug Administration (FDA) under a 

stricter timeframe than what had been 

required by the US Customs and Border 

Protection agency (CBP) of the Department 

of Homeland Security. The FDA uses the 

advance information to review, evaluate 

and assess the information and determine 

whether to inspect the imported food. 

The Act also requires all foreign 

facilities that hold, process or pack food 

for shipment to the US to register with the 

FDA. Facility owners must also appoint 

a US-based agent as a domestic liaison 

for immediate contact by the FDA. NCA 

provides this service free to members. 

Other Act provisions cover retaining commerce-related documents and 

administrative detention of non-complying shipments. Documentation, including food 

specifications, shipping details and contact information, must also be captured from 

facilities “one back” and “one up” in the supply chain – that is, from the immediate 

previous source and subsequent recipients of the food. The rule spans the entire supply 

chain, meaning roasters need to hold information about their distributors and any 

subsequent purchasers. 

To voice industry commitment to national security and minimize the burden on 

the coffee supply chain, NCA engaged its government affairs expertise during the 

rulemaking process. NCA’s efforts contributed to getting prior-notice periods reduced 

from as much as a full day in draft regulations to as little as two hours in the final rule. 

Advanced Trade Data Elements 

Currently, the NCA is also working with the Department of Homeland Security to infuse 

industry input into its development of proposed rules requiring importers to give notice 

of trade data elements 24 hours before a ship is loaded. Data proposed to be included 

in this notification are: manufacturers, sellers, consolidators, buyers and ship-to names 

and addresses, importer of record, and the consignee number. 

Due to the nature of the coffee business, this requirement could significantly impede 

the supply chain. NCA is working with key Department officials to ensure that any new 

rules do not interrupt the supply of coffee. 


NCA Web Portal 

To support the C-TPAT program, NCA is introducing 

a program for importers, exporters and roasters 

of all sizes. NCA’s C-TPAT Portal will provide 

information and tools to help companies qualify 

for C-TPAT certification. With this program, NCA 

becomes the first trade group to target achieving 

100% C-TPAT participation by all members of an 

industry and its supply chain. 

The Internet-based portal is being 

developed in partnership with trade management 

and assurance services firm Intertek and in direct 

consultation with CBP. Scheduled for launch in July 

2007, the portal will provide valuable information 

and tools to facilitate C-TPAT application and 

qualification. 

The Internet platform combines NCA’s extensive 

membership reach and knowledge of industry 

needs with Intertek’s expertise in security 

inspection services and online security data 

collection in support of C-TPAT applications. 

The portal aims to deliver a central, online repository of C-TPAT information, easy 

access to C-TPAT-required security information on participating suppliers, exchange of 

information among business partners including C-TPAT initiatives and best practices, 

and registry of foreign suppliers. 

For smaller companies, these tools provide a security capability that would be 

impractical and expensive to duplicate in house. Instead, the portal provides shared 

services designed by experts that deliver enormous economies of scale. Operators of 

all sizes also realize cost savings via the portal’s consolidated information on security 

practices of companies throughout the coffee supply chain. 

Non-Competitive Effort 

Trade associations like the NCA are uniquely positioned to spearhead activities of this 

kind that enable all members of the coffee industry to work together, non-competitively, 

toward shared goals. NCA believes that its efforts will have a positive and long-lasting 

impact on national security while protecting industry interests. 

In this way, NCA delivers value not only to current members, but to every member 

of the US coffee industry. As the menu of coffee options expands, the industry’s focus 

converges. As consumer tastes broaden, the industry’s purpose and goals become 

more aligned. 

A secure supply chain is just one of those shared goals. But, as the lines continue 

to blur between old definitions of traditional and specialty coffees, that list continues 

to grow. With that, we can pool our individual efforts and energies against the real 

competition – other beverages. CT

CoffeeTalk April 2007 25 


what I wish 

26 April 2007 


Opening your dream café 

don’t let it become a nightmare! 

By Tom Palm 

Opening a café or coffee shop can be a very challenging process. Every week, I talk 

to people who have just signed the lease and are very excited to get their café open 

as soon as possible. Over the last ten years in the café design business, I have heard 

the good, the bad and the ugly. The part that always seems to cause problems with 

new retailers is the two month time period from signing the lease to getting the 

building permit. Once permitted, it usually takes another two months for the 

contractor to build-out your space. So on average it takes four months to open your 

cafe from lease signing. The first two months of this process have all the variables 

and unknowns that can cause your dreams to become nightmares. 

Many of the problems that occur in the first two 

months are not due to lack of effort but rather lack of 

experience and knowledge. Most new coffee shop 

owners have never signed a commercial lease, hired a 

commercial contractor or dealt with the local building 

and health department. 

The following story is hypothetical. However, it 

has been experienced by far too many people in one 

way or another. Hopefully it will help a few new 

coffee shop owners open on time, stay on budget and 

avoid some very costly mistakes. 

If I only knew then what I know now 

I had been searching for the ideal location for my new coffee shop for almost a year. 

I heard that the flower shop was going to expand and move to a new larger location 

down the street. Their old 1500 square foot space would be perfect! The leasing 

agent has several others interested in the space so it will not be available for very 

long. Afraid that I might miss out on this rare opportunity, I sign the lease. I cannot 

believe that the dream of owning my own coffee shop is about to come true! The 

flower shop will be out in about a month and the lease gives me an additional two 

months of free rent for the build-out. I figure that I will easily be open in three 

months. 

Over the next few weeks, I finish my business plan, apply for a loan, work on the 

logo, design my floor plan, and look for a general contractor. This is hard to do while 

still working my regular job. Time is running out. With the $2,800 rent payments 

starting in just over two months, I quit my job. Now things are moving along nicely, 

the loan is approved, the logo looks great and the floor plan is almost complete. 

Finding a general contractor is the hard part. Everyone seems to be so busy, but they 

promise to give me a bid when the plans are completed. One contractor, who had 

built several restaurants in town, saw some problems with my plans. He asked if I 

had talked to the building and health department about parking, restrooms, fire exits, 

ADA codes and grease traps. I became worried and took my plans down to the city. 

The nightmare was about to begin! I met first with the plumbing inspector. The 

flower shop had only one restroom. It was up to code and handicapped accessible. 

However, the plumbing codes required that I have two. I figured that there was room 

in the budget for the extra restroom but did not like losing the space for my seating. 

I also did not like spending $6,000 of my money on a restroom that was really the 

landlords. Then the fire marshal looked at my plans and said I needed a second exit 


I knew 

in case of a fire. This was strange; the flower shop only had one door, why should 

I need two? He explained that there would be more people in a coffee shop than in 

a flower shop which he referred to as occupancy load. This was going to be a 

challenge. There were tenants on both sides, and across the back of my space was 

the kitchen and storeroom. I really began to feel I was in trouble when the building 

inspector said that the front door needed to swing out, and the two steps at the 

entrance needed to be removed and replaced with a handicapped ramp. How big a 

ramp I asked? He figured about 15 feet long by 4 feet wide. Wow, between the 

extra restroom, another door and the wheelchair 

ramp, I was going to lose half my seats! The elec- 

trical inspector wanted to have his input as well. He 

mentions that the current panel is not up to current 

codes and the amp load would need to be increased 

for all the equipment my coffee shop required. The 

health department was the best; all they wanted 

was a $2,200 grease trap! They explained that the 

waste water department required all food 

establishments with a three compartment sink to 

install one. As I was about to leave, the city plan- 

ner was looking at his site plans in the area where 

my coffee shop was located. It turns out that the flower shop only needed five park- 

ing spaces; however my coffee shop needed 14 due to that higher occupancy load 

issue. There was no way I could find nine more parking stalls! If I wanted to apply 

for a parking variance it would take about two months and the odds were against 

me. The people at the city were all very helpful and felt bad about all the time and 

money I had already spent. My begging, pleading and even a few tears did not help. 

Their job was to enforce the codes, not make them. 

I wish this was all a bad dream but it wasn’t. This nightmare was a reality. In less 

than an hour, I found out that I would need a second restroom, another fire exit, a 

handicapped wheelchair ramp, upgraded electrical panel, new grease trap and nine 

additional parking spaces. These improvements were way beyond my budget, even 

if I could solve the parking issue. I was also told that the lead time for getting my 

health department approvals and building permit was around a month. By the time I 

revised my plans and allowed the contractors a two month build-out, I would pay 

over $5,000 in rent and still not be open. How could this be happening to me? How 

could I sign a lease that did not even have enough parking spaces? 

After discussing the parking issue with the landlord, he let me get out of the 

lease. I am back looking for that perfect location again. I also got a job selling flowers 

at the new shop down the street! But before I sign another lease, I am going to bring 

my floor plan down to the building department and spend an hour talking with my 

new friends at city hall. CT 

Andrew Jensen, Erin Gonzalez-Bardzinski and Tom Palm are with Design & Layout 

Services. Since 1996, Design & Layout Services has worked with over 600 clients 

interested in opening a café or starting a coffee shop. Services include floor plan 

design, health department coordination, construction documents, cabinetry and 

equipment sales. Tel. 800-471-8448 E-mail: tpalm@designlayout.com 

www.designlayout.com

CoffeeTalk April 2007 27


SCAA Show Listings 

Action Pac Scales & 

Automation 

www.actionpacscales.com 

805.487.0403 

Oxnard, CA 

Packaging Equip/Supplies 

ACTIONPAC has been designing and manufacturing quality 

automated filling systems for over 25 years. One out of 

three coffee roasters worldwide is already using our simple, 

economic coffee scale. Our ME-1094 coffee scale is easy 

to use: fill the hopper with ground coffee, beans, or tea and 

access a preprogrammed target weight. The scale 

automatically delivers the product to the weigh bucket. 

Then step on the foot pedal and the product drops through 

the funnel into a hand-held bag. As you reach for another 

bag, the ME-1094 refills the weigh bucket (to 1/100 oz), 

and waits for your next bag. 

Booth #150 

Agtron, Inc. 

www.agtron.net 

775.850.4600 

Reno, NV 

Coffee Roaster 

Many major coffee roasters are finding the Agtron E20-CP 

and M-Basic/II Coffee Roast Analyzers invaluable in controlling 

the quality and consistency of their coffee. These bench 

top units are the most accurate analyzers available for 

determining your coffees exact degree of roast. Agtron also 

hosts innovative Scientific Coffee Roasting Workshops 

focusing on consistency and improved cup quality. These 

classes are taught by Mr. Carl Staub, known around the 

globe for his knowledge in coffee roasting science, he is 

also a recipient of the SCAA’s Outstanding Contributions 

Award and a member of the SCAA’s Technical Standards 

Committee. Visit us as www.agtron.net. 

Booth #1037 

America’s Food 

Technologies, Inc./ 

AMFOTEK 

www.amfotek.com 

708.532.1222 

Tinley Park, IL 

Frozen Bev Mix 

Since its founding in 1998, AMFOTEK® has been dedicated 

to the development and manufacture of premium quality 

beverages. AMFOTEK® has the proven expertise to take 

you from initial product concept to ultimate finished 

product with the speed your business needs in today’s 

marketplace. AMFOTEK® is a 100 % Woman – Owned 

Business Enterprise (WBE) and is recognized as a best–inclass 

manufacturing partner to some of the world’s most 

respected brands. Our state-of-the-art manufacturing plant 

and stringent process control capabilities are at the heart of 

our production competency. Our reputation for service, ontime 

delivery, product innovation and commitment to 

quality is unparalleled. 

800-824-9092 

see our website 

Anchor Free 

www.anchorfree.com 

877.869.4731 

Sunnyvale, CA 

WiFi 

Booth #483 

Astoria- 

General Espresso 

Equipment Corp. 

www.astoria.com 

336.393.0224 

Greensboro, NC 

Bar Equipment and Supplies, Catering Equipment and 

Supplies, Coffee Brewer Manuf, Distributor Espresso 

Machines/Equipment, Griddles and Grills, Grinding 

Equipment 

Astoria General Espresso is a subsidiary of CMA of Italy, 

which is one of the largest manufacturer of commercial 

espresso coffee machines worldwide. CMA has been certified 

ISO 9001 for the highest quality standards applied to 

all aspects of the manufacturing process, making its 

espresso machines the most dependable on the market. 

Booth #1643 

Big Train Inc. 

www.bigtrain.com 

800.244.8724 

Foothill Ranch, CA 

Bar Mix, Beverages- Non-Alcoholic, 

Blenders, Chai, Frozen Bev Equip, 

Frozen Bev Mix, Granita Equip/ 

Supplies, Hot Drink Mixes, Smoothie/Frozen Bev, Syrups 

Your #1 Manufacturer of Blended-Ice Coffees, Powdered 

and Liquid Chai Tea, Fruit Tea Smoothies, Low Carb Drink 

Mixes, Gourmet Hot Chocolate, Flavor Syrups and more! 

Booth #730 

Boyd Coffee Company 

www.BOYDSCOFFEE.com 

800.545.4077 

Portland, OR 

Chai, Coffee Brewer Manuf, Coffee 

Roaster, Espresso Machine Manuf, 

Frozen Bev Mix, Gourmet Food, 

Granita Equip/Supplies, Grinding Equipment, Hot Drink 

Mixes, Retail Merchandise, Smoothie/Frozen Bev, Soups, 

Syrups, Teas 

Boyds Coffee is the flagship coffee brand of the only 

authentic, Pacific Northwest, coffee roaster with 100 

years of experience: Boyd Coffee Company. This specialty 

brand, made specifically for your consumer, is comprised 

of 21 blends and single origin coffees with different roasts 

and taste profiles, designed to satisfy the demanding, yet 

varying palates of today’s sophisticated coffee enthusiast. 

Booth #1020 

BriteVision 

www.britevision.com 

877.479.7777 

San Francisco, CA 

Coffee House Products 

BriteVision is the leader in printing the highest quality, fullcolor 

custom cup sleeve in the industry. We cater to roasters, 

distributors, chains and cafes - providing large and 

small orders at the best rates. Are you tired of using boring 

brown sleeves? Want to showcase your company beyond 

the confines of your store? Visit our booth, (#1948), at 

SCAA and learn more about branding your business on cup 

sleeves! Not going to the show – check out our website, 

www.britevision.com. BriteVision – Coffee Sleeves 

Redefined! 

Booth #1948 

Brugo Mug by Jolex 

www.brugomug.com 

708.952.4700 

Oak Lawn, IL 

Smallwares 

Named Best New Product at Chicago’s 2007 Coffee Fest, 

the BRUGO Travel Mug has quickly become a must have 

for all coffee lovers. The mug’s revolutionary cooling chamber 

cools hot beverages one sip-sized portion at a time, 

delivering peak freshness and flavor while keeping the 

remainder of the beverage at its hottest. In addition, three 

easily adjustable lid settings (lock, tip & cool, and sip) allow 

for optimum convenience, eliminating splashes, spatters 

and scalding burns. Find out what all of the hype is about 

by visiting www.brugomug.com today! 

Booth #1457 

Cafe de El Salvador 

www.salvadorancoffees.com 

503.2267.6600 

San Salvador 

Green Coffee Dealers/Brokers 

El Salvador has resurged as a top-quality 

coffee origin, and its unique status as keeper of heirloom 

and boutique varieties, produced under traditional practices 

and constant evolution of processing techniques, is widely 

being recognized, along with its willingness to work hand 

in hand too meet the specialty buyer’s needs. 

Booth #1435 

Café Femenino Foundation 

optco.com/cafe_fem/ 

CF_foundation_sumatra.html 

360.666.8725 

Vancouver, WA 

Non-Profit Resource 

Booth #643 

Coffee Fest 

www.coffeefest.com 

800.232.0083 

Bellevue, WA 

Tradeshow/ Seminars/ Workshops, 

Training Resources 

Booth #736 

Coffee Holding Co. 

www.coffeeholding.com 

800.458.2233 

Brooklyn, NY 

Coffee Roaster, Green Coffee 

Dealers/Brokers 

Booth #1307 

Cup for Education 

www.cupforeducation.org 

800.458.2233 

Brooklyn, NY 


Booth #1307 

Cup of Excellence 

www.cupofexcellence.org 

406.542.3509 

Missoula, MT 

Green Coffee Dealers/ Brokers, 

Non-Profit Resource 

Booth #1652 

Da Vinci Gourmet 

www.davincigourmet.com 

800.640.6779 

Waukesha, WI 

Bar Mix, Chai, Chocolate, 

Confections, Frozen Bev Mix, Hot Drink Mixes, Low Carb, 

Retail Merchandise, Smoothie/ Frozen Bev, Spirits, 

Sweeteners/ Toppings, Syrups, Teas 

Da Vinci Gourmet® provides products specially formulated 

for the specialty coffee industry. We offer the most extensive 

line of flavored syrups in the industry. Da Vinci 

Gourmet also provides turnkey marketing support services 

and programs, available on our website at 

www.davincigourmet.com/retailer. 

Booth #1339 

Design & Layout Services 

www.designlayout.com 

800.471.8448 

Wayzata, MN 

Design / Furnishings 

Design & Layout Services is a national leader in the design 

of specialty coffee cafes. Services include floor plan 

design, restaurant equipment specification, custom cabinetry/ 

millwork, plumbing/ electrical plans, health department 

coordination, and restaurant equipment sales. Their 

services are available internationally. 

Booth #1553 

Double Wrap Cup & 

Container Co. Inc 

www.comfortgripwrap.com 

312.337.0072 

Chicago, IL 

Paper Products, Serving Supplies 

Booth #2061 

Dr. Smoothie Enterprises 

www.drsmoothie.com 

888.466.9941 

Fullerton, CA 

Bar Equipment and Supplies, Catering Equipment and 

Supplies, Chai, Coffee House Products, Frozen Bev Mix, 

Functional Beverages, Granita Equip/ Supplies, Hot Drink 

Mixes, Smoothie/Frozen Bev 

Famous for a healthy approach to specialty beverages, Dr. 

Smoothie formulates products with the consumer’s good 

health in mind!Dr. Smoothie 100% Crushed Fruit Smoothie 

Concentrates contain premium vine-ripened fruits, and contain 

NO corn syrup. Each 16 oz. smoothie provides 3+ 

servings of fruit. Fat free, non-dairy and fortified with vitamins 

and minerals. Shelf stable, just add ice & water! Café 

Essentials are incredibly smooth and delicious mochas, 

lattes, chai(s), vanillas, bases, decaffs and flavored blends. 

Soy based, no trans fats and reduced calorie blends 

available.Bio Bars are healthy and delicious whole foods 

nutrition bars; the perfect snack! 

Booth #668 

Elan Organic Coffees 

www.elanorganic.com 

619.235.0392 

San Diego, CA 

Green Coffee Dealers/Brokers,Organic 

Booth #1314 

Espresso Specialists, Inc. 

www.esiespresso.com 

800.367.0235 

Seattle, WA 

Espresso Machine Manuf, 

Grinding Equipment, Water Filtration 

Espresso Specialists, Inc. offers La Marzocco and Rio 

traditional espresso equipment from Italy and Franke superautomatic 

equipment from Switzerland. ESI provides 

technical expertise, parts support and genuine passion for 

espresso. 

Booth #719 

Everpure, LLC 

www.everpure.com 

800.323.7873 

Hanover Park, IL 

Bar Equipment and Supplies, Beverage Dispensing 

Equipment, Filters - Foodservice, Kitchen Accessories, Tea 

Making & Dispensing Equipment, Water Filtration 

Booth #1503 

F. Gaviña & Sons, Inc. 

www.gavina.com 

800.428.4627 

Vernon, CA 


Gaviña offers over 150 quality 

coffees in whole bean and ground, light and dark roasts, in 

bulk, brick, cans, portion packs, pods and now organic, 

too! Call for our Free shipping policy 

Booth #449 

Frey-Moss Structures 

www.frey-moss.com 

800.366.6385 

Conyers, GA 

Drive Thru 

Booth #256 

Georgia Pacific-Dixie 

www.dixiefoodservice.com 

800.257.9744 

Atlanta, GA 

Dispensers, Packaging Equip/Supplies, 

Paper Products, Serving Supplies, Smallwares, Table Top 

DIXIE FOODSERVICE OFFERS TRIFECTA OF PREMIUM 

CUP SELECTIONFor operators looking to maximize coffee 

and hot beverage service, it’s time to take inventory – of 

your customers. Dixie understands and wants to make it 

easy for operators to afford their coffee and hot beverage 

program the flexibility of servicing customers with a unique 

beverage packaging solution. With a selection of all three 

options, Dixie offers distinct advantages over other product 

offerings with Insulair – a premium cup with a built-in thermal 

sleeve, PerfecTouch® – Celebrating ten years as a 

leader in the insulated cup category, keeps hands comfortable 

to the touch while eliminating double-cupping and 

Java Hot Cup – redesigned with ultra-durable side wall and 

reinforced leak-proof seams. For more information, call 

800-257-9744, or visit www.dixiefoodservice.com 

Booth #1858 

Grand Avenue Chocolates 

www.grandavenuechocolates.com 

877.934.1800 

Concord, CA 

Chocolate, Confections 

Grand Avenue Fine Chocolates are richly satisfying, premium 

confections of uncompromised quality and exceptionally 

delicious taste. We offer a complete line of chocolate 

enrobed cookies and grahams. Our unique program allows 

the retailer to place their label on the package, creating a 

customized offering to their customer. Together Peppermint 

Perfection, Raspberry Divine, and Strawberry Delight make 

up our cookie line. The grahams are available in both milk 

and dark premium chocolate. Each and every product is 

individually wrapped to seal in all the goodness for you. We 

invite you to sample our great tasting assortment. 

Booth #248 



Gruppo Cimbali SPA - 

FAEMA 

www.faema.it 

+39.02900.491 

Binasco, MI 

Bar Equipment and Supplies, Beverage Dispensing 

Equipment, Catering Equipment and Supplies, Coffee 

Brewer Manuf, Espresso Machine Manuf, Grinding 

Equipment, Water Filtration 

Established in Milan in 1945, today Faema is part of the 

leading group in espresso and cappuccino commercial 

machine production and distribution. It operates in more 

than 100 countries through a highly qualified distribution 

and service network. The group has ISO 9001 certification 

for the highest quality standards applied to all aspects of 

the manufacturing process. All products have important 

quality certification such as: NSF, ETL, UL, ULc. In addition, 

Faema coffee machines and coffee grinders have been 

recognised by the I.N.E.I (Istituto Nazionale Espresso 

Italiano) with its certificate of compliance for the preparation 

of true Italian espresso. Faema ‘s products stand out 

since ever for their professionalism, high technology and 

elegant design. Faema wide product range (more than 40 

traditional and superautomatic espresso coffee machines) 

is able to meet all types of your coffee business need. 

Faema: THE PROFESSIONAL CHOICE 

Booth #1049 

Java Jacket 

www.javajacket.com 

800.208.4128 

Portland, OR 


Java Jackets puts customer’s comfort and satisfaction 

first. We sell to the corner espresso stand as well as some 

of the biggest coffee chains. 

Booth #727 

JoeGlo & Co. 

www.joeglo.com 

415.381.2079 

Mill Valley, CA 

Cleaning Supplies 

Booth #2063 

LBP Manufacturing 

www.lbpmfg.com 

800.545.6200 

Cicero, IL 

Packaging Equip/ Supplies, Paper Products, Serving 

Supplies 

LBP Manufacturing, Inc. is a manufacturer of innovative 

packaging for the foodservice industry. We specialize in 

creating packaging for the Coffee and Catering segments. 

Our packaging includes the signature hot cup sleeve, 

Coffee Clutch(r). The Coffee Clutch(r) is a patented, preassembled 

sleeve with a heat-activated adhesive that 

allows thesleeve to stick to the cup. Another key item is 

the disposable,Beverage on the Move(tm). It is a patented 

package that insulates 96 ounces of coffee (or cold beverage), 

which can fill 12 eight-ounce cups or 10 twelveounce 

cups for up to 3 hours. 

Booth #2028 

Monin Gourmet 

Flavorings 

www.monin.com 

800.966.5225 

Clearwater, FL 

Bar Mix, Chai, Iced Tea, Sauces, Syrups, Teas 

Made of natural green tea, pure cane sugar and spices, 

delicious Monin Chai Tea is highly concentrated. Ideal 

either hot or chilled, just add milk! 

Booth #819 

Mont Blanc Gourmet 

www.montblancgourmet.com 

800.877.3811 

Denver, CO 

Beverage Dispensing Equipment, 

Beverages- Non-Alcoholic, Chocolate, Coffee Concentrate, 

Dessert Products, Extracts and Flavorings, Flavoring 

Equip/Supplies, Frozen Bev Mix, Hot Drink Mixes, Kosher 

Foods, Smoothie/ Frozen Bev, Sweeteners/ Toppings, 

Syrups 

Mont Blanc Gourmet offers a complete product line for the 

specialty coffee and beverage industry. Our Classique 

syrups and sauces are available in regular and sugar-free 

varieties. Cold Fusion, offers a cost effective, liquid base 

for frozen mochas and lattes. Also on the menu is Haute 

Chocolat, a decadent and versatile drinking chocolate that 

can be warmed and served or used as a base for countless 

drink and dessert menu items. Call Mont Blanc for high 

quality products with less waste and preparation time for 

your staff and great taste for your customers. 

Booth #1140 

Organic Products 

Trading Co. 

www.optco.com 

360.573.4433 

Vancouver, WA 

Green Coffee Dealers/ Brokers, 

Importer- Food & Beverage 

Booth #941 

Pacific Bag, Inc. 

www.pacificbag.com 

800.562.2247 

Woodinville, WA 

Packaging Equip/Supplies, Roaster Supplies 

PBi is a full-line flexible packaging company that services 

the Specialty Coffee, Specialty Foods, Holistic Pet Food, 

Natural Products, and Promotional Packaging. Give us a 

call, we make packaging simple. 

Booth 

#826 

Continued on page 30



COME VISIT ELAN at the SCAA in Booth # 1314


SCAA Show Listings Continued from page 28 

Probat Burns, Inc. 

www.probatburns.com 

901.363.5331 

Memphis, TN 

Roasting Equipment 

Probat Burns, Inc. designs, manufactures and installs 

quality equipment for processing coffee, green to ground. 

Our cutting-edge technologies ensure economic and 

environmentally safe processing systems that exceed 

international standards of excellence. Probat Burns, Inc. 

manufactures roasters for laboratories, shops, gourmet and 

industrial applications. 

Booth #827 

Quikserv Corp 

www.quikserv.com 

800.388.8307 

Houston, TX 

Drive Thru, Security 

Systems 

Quikserv is a manufacturer and distributor of pass through 

systems. Attention to detail combined with expert 

craftsmanship and quality components have made us the 

leader in the industry. Quikserv specializes in stainless steel 

and aluminum fabrication of Drive-Thru Windows, 

Transaction Drawers, Air Curtains, Deal Trays, and Bullet 

Resistant products. Quikserv offers “hands-free” fullyautomatic 

and semi-automatic windows that are perfect for 

the coffee industry. Our FM-54E, FM-1 and PW-1 and PW- 

2 offer a large staging area for your product and transactions 

and our PW-54E and BPS-5440 offer one of the 

largest counter spaces on a pass-thru window. 800-388- 

8307 or fax 713-849-5708 

Booth #641 

Service Ideas, Inc. 

www.serviceideas.com 

888.999.8559 

Woodbury, MN 

Serving Supplies, Smallwares, Table Top 

Booth #1055 

SMD 

Trading Co. Ltd. 

www.smdtrading.com 

800.319.8906 

Irvine, CA 

Food Preparation Equipment, 


Booth #2262 

SMD Trading Co. LTD 

Stauf’s Coffee 

Roasters/Cup O’ Joe 

underconstruction 

800.778.2837 

Columbus, OH 


Through a combination of art 

and science, Stauf’s roast 

masters have custom-roasted 

our beans in small batches, 

each varietal to its most desirable characteristics, for nearly 

twenty years. We are obsessed with the entire process of 

achieving the finest coffee showcasing each varietal’s 

unique flavor profile to create the best balanced blends. 

Beans are roasted to order, exclusively on gas-fired 

roasters. Stauf’s Coffee Roasters is Certified Organic and 

all of our coffees are Certified Kosher! Our service doesn’t 

stop there! Visit www.staufs.com to discover our “Coffee 

from the Ground Up” program and begin to build your 

complete coffee program and success! 

Call us at 800.778.2837 

Strategic 

Alternatives, LLC 

www.baristaworks.com 

800.965.0626 

Collierville, TN 

Serving Supplies 

BaristaWorks.com focuses solely on the independent 

specialty coffee roaster and retailer. We offer a broad 

assortment of “to go” packaging from leading 

manufacturers including International Paper, Insulair, 

Huhtamki and more. BaristaWorks.com offers fast, free 

shipping direct to your shop with small minimums (1 case). 

Orders in by 5:00 p.m. central time (M-F) ship same day via 

FedEx Ground. 

Booth #637 

Techni-Brew International 

www.boyds.com 

503.666.4545 

Portland, OR 

Coffee Brewer Manuf, Espresso 

Machine Manuf 

Booth #1021 

Tetra Pak Inc 

www.tetrapak.com 

940.565.8927 

Denton, TX 

recipe 

Packaging Equip/ 

Supplies 

Booth #462 

4 ounces (113 ml) cold espresso or strong coffee 

2-3 ounces (60-90 ml) chocolate syrup 

1 1/2 teaspoons (7 ml) vanilla-flavored syrup 

4 ounces (113ml) milk 

3 cups (675 g) crushed ice 

Vanilla-flavored syrup or 

simple sugar syrup, for rim/garnish 

Crushed chocolate shavings, for rim/garnish 

Chocolate syrup, or creme de cacao liqueur, 

for inside glass garnish 

Whipped cream, for garnish 

1 ounce (30 ml) coffee-flavored 

syrup or liqueur, for garnish 

Milk chocolate shavings, for garnish 

Coffee beans, for garnish 

Recipe courtesy of Susan Zimmer, 

author of “I Love Coffee! 

Over 100 Easy & Delicious Coffee Drinks” 

The Roasterie, inc. 

www.theroasterie.com 

816.931.4000 

Kansas City, MO 

Beverages- Non-Alcoholic, Blenders, 

Books- Educational and Technical, 

Coffee Roaster, Condiments and 

Relishes, Stirrers- Wood or Plastic, Tea 

Making & Dispensing Equipment 

Enjoy award-winning specialty coffee 

roasted by The Roasterie, inc.We custom air-roast, blend 

and ship daily to our customers around theworld. 

Visit us at www.theroasterie.com. 

Booth #1636 

Torani/ 

R. Torre & 

Company 

www.torani.com 

800.775.1925 

South San Francisco, CA 

Chocolate, Coffee House 

Products, Dessert 

Products, Flavoring Equip/ Supplies, Frozen Bev Mix, 

Smoothie/ Frozen Bev, Sweeteners/ Toppings, Syrups 

Torani imparts bold, authentic flavor. Torani Syrups are 

available in over 80 flavors, including Sugar Free. Frusia, 

shelf-stable whole-fruit smoothie bases blend into rich 

smoothies, Caffioco creates the ultimate frozen coffee 

drinks, Torani Sauces add flavor to every beverage and 

Pure Flavor is the revolutionary line of fresh herb, spice and 

botanical flavors. 

Booth #549 

Visions Espresso 

Services 

www.visionsespresso.com 

206.623.6709 

Seattle, WA 

Coffee House Products, Coffee 

Roaster, Display Equipment and 

Cases, Distributor Espresso Machines/ Equipment, 

Grinding Equipment, Smallwares 

Booth #642 

Vita-Mix Corporation 

www.vitamix.com/foodservice 

800.437.4654 

Cleveland, OH 

Blenders, Commercial Kitchen Equipment, Food Preparation 

Equipment, Frozen Bev Equip, Frozen Dessert, Granita 

Equip/Supplies, Smoothie/Frozen Bev 

With over 80 years in business, Vita-Mix is a recognized 

leader and isconsidered “”the blending expert”” in the 

foodservice industry. 

Booth #1310 

Zimmer’s Frappetini 

Intoxicating, addictive and perfectly legal! 

1. Dip the rim of a chilled martini glass into a 

small,flat dish of vanilla-flavored syrup, to form a 

sticky rimmed base. 

2. Then dip the sticky glass rim into a plate of 

crushed chocolate shavings, to achieve a 

decorated rimmed martini glass. 

3. Drizzle the chocolate syrup inside the glass. 

4. In a blender frappe together the cold espresso 

(or strong coffee), chocolate syrup, vanillaflavored 

syrup, milk and crushed ice. Pour this 

frappe mixture into the prepared glass until it is 

filled to the brim. 

5. Top the drink with whipped cream. 

6. Drizzle the coffee-flavored syrup 

randomly over the whipped cream. 

7. Sprinkle chocolate shavings on top of the 

liqueur-laced cream. 

8. Stud the crown of this sippable 

with 2 or 3 coffee beans. 



WEBbeams 

www.webbeams.com 

888.932.2326 

Milwaukee, WI 

Computers Systems- Hardware 

and Supplies, Menu Boards and 

Signage, POS and Cash Register Systems, WiFi 

WEBbeams is a Wi-Fi service provider that helps coffee 

shop and café owners understand how Wi-Fi increases 

traffic, creates loyal customers, and increases sales 

revenues. Owners can give away free access in a way that 

doesn’t clog-up their tables by controlling the length of 

time each customer can surf for free. They can offer Wi-Fi 

completely for free or free with a purchase, while having 

potential to earn revenue and see more new customers by 

being part of a Wi-Fi subscriber roaming network. 

WEBbeams provides 24x7, user friendly, toll-free, 

customer service and technical support. 

Booth #2332 

Wilbur Curtis 

Company 

www.wilburcurtis.com 

800.421.6150 

Montebello, CA 

Coffee Brewer Manuf, 

Iced Tea Equipment 

Curtis is a leader in the design and manufacture of premium 

commercial coffee and tea brewing systems and specialty 

drink machines featuring exclusive Generation Three (G3) 

digital control. 

Booth #849 

Zoka Coffee Roaster 

www.zokacoffee.com 

206.217.5519 

Seattle, WA 


Zoka Coffee Roaster and Tea 

Company sources exemplary coffees 

at origin and hand roasts 

them to order. In addition to providing 

business consultation services, Zoka offers world 

famous barista training. Rounding out the “Zoka Way” is 

the finest equipment available. La Marzocco and Fetco are 

the pros’ choice in properly preparing artisan coffees. 

Renowned as a pioneer in espresso preparation, coffee 

culture, and building sustainable relationships worldwide, 

Zoka celebrates its ten year anniversary this year. 

Booth #2037 

NOTE: Coffee Author Zimmer demonstrated this drink on the 

Celebrity Kitchen Theater stage/2007 International 

Housewares Show. Now she’s sharing it with you to enjoy! 

SOURCE: Recipe/Photo with permission courtesy of I Love Coffee! Over 100 Easy 

& Delicious Coffee Drinks by Susan Zimmer (2007/Andrews McMeel Publishing)




Wizards in the Desert 

Carl and Kim Staub of Agtron 

dalla macchina, arte 

From the machine, art. 

in focus 


- in focus 

This is Carl Staub’s position when criticized, as he frequently is, that he is 

turning roasters into robots enslaved to the machine. To Staub, the art of roasting 

comes once the roaster has mastered the controllable mechanical variables. He has 

a legitimate point. 

First however, to understand Carl and Kim Staub, you must understand Agtron. 

Based in Reno, Agtron manufacturers spectrophotometers 

for the food industry. Spectrophotometers are calibrated 

to measure predictable changes in light refraction based on 

certain conditions. In coffee, for example, the Agtron 

spectrophotometers measure the changes in color in the near infrared as chemical 

processes develop through the roasting processes. By using an Agtron, roasters are 

able to much more accurately measure the chemistry of the roast and therefore 

accurately predict the qualities of the final product. The Agtron system far surpasses 

visual color evaluation as a predictor of the end results. 

The Agtron system for coffee is really the tip of the iceberg for the company. 

Agtron spectrophotometer analyzers are the dominate standard throughout the food 

industry, ensuring consistent color and flavor in the potato, tomato, fruit, snack, and 

many other industries. 

Therefore, Carl Staub, an electrical engineer has inevitably become a master of 

the chemical processes of food and wine. But, only a vast passion can fully explain 

his enthusiastic approach to coffee. 

I freely admit that much of the details of the chemical processes are way beyond 

me. One thing that is perfectly clear however is that the chemistry of coffee is much 

more complex than I assumed and that complexity can be destroyed through mis- 

management of the roasting processes. This fact is not lost on Staub. As a man of 

science, he perhaps is more aware of the distinction between craft and art than 

most. Craftsmen have the technical skills to construct the correct physical 

equipment to perform a task, but art is the ability to use those tools to create a 

masterpiece. 

When asked for his response to the robot/artisan question, Staub said, “When 

an artist steps up to a blank canvass and begins applying paint, he understands that 


By Miles Small 

he must fit his vision unto the canvass. He can’t paint off the edge and on to the 

walls and ceiling. Using monitors and sensors to control the technical elements of 

the roasting process defines the outer edges of the canvas. The art is controlling the 

variable elements inside of the canvas to execute the roaster’s vision.” 

Staub has sought to master the roasting process. His fascination with coffee has 

led him to the SCAA, where he was honored in 1998 with the Association’s 

Outstanding Achievement award. He is an active member of the Technical Standards 

Committee of the SCAA and is the developer of the Brew 

Master’s Analysis Kit, the SCAA Roast Classification 

System, and is a technical instructor for the Golden Cup 

Technician’s Certification Program. 

Considered something of an icon, since 1991 when he took the helm of Agtron, 

Straub, 54, has influenced many of the important technical innovations in the coffee 

industry. His influence is felt in board rooms and roasting rooms around the world. 

Developer of the Kinetic Roasting Method, he maintains a roasting lab with two 

heavily modified roasters, Staub hosts the Academy of Coffee Science monthly at 

Agtron. With classes of no more than eight students, Staub has more that 1500 

graduates worldwide who are applying his methods to produce some of the finest 

roasted coffee available. 

It is clear however that a story about Agtron and Carl and Kim Staub would be 

incomplete with out an understanding of the driving force behind the innovation. My 

sense from our time together is that the Straubs are driven to a fundamental quest 

for information, a pure science, and the intent to find some method of application. 

Electrical engineering lead to food chemistry, that lead to applied electronic tools, 

that lead to greater analytical power, that lead to better engineering, that lead to 

additional innovation. What is striking about the Staubs is that they seem to have a 

democratically applied intellectual energy that services all their interests equally. 

Engage them in a conversation about wine, or cars, or boats, or global warming, or 

food, or aviation, or audio technology, or any number of subjects and you are met 

with the same level of fact based enthusiasm and knowledge. 

Staub’s latest innovation, Lumenautix, is a extremely low wattage lighting 

system that solves many marine and nautical concerns, but also leaves a taste of 

extraordinary possibilities. I am certain that this will be something to watch. 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.fgcoffeetalk.com. 

AK Anchorage Cafe Del Mundo 907.562.2326 

AK Girdwood Glacier Valley Roasters 907.783.2912 

AK Homer K Bay Caffé Roasting Co., LLC. 907.299.0880 

AK Juneau Heritage Coffee Co. 800.478.5282 

AK Kenai Coffee Roasters 907.262.8760 

AK Ketchikan The Green Coffee Bean Co.y 907.247.5621 

AK Little Rock River City Coffee & Tea 800.661.1496 

AK North Pole North Pole Coffee Roasting Co. 907.488.7190 

AL Birmingham Prime-Time Roasters 205.444.1446 

AL Birmingham Royal Cup Coffee Roasters 800.366.5836 

AL Birmingham Roaster 205.945.8970 

AL Leeds Higher Grounds Roasters Inc. 800.794.8575 

AR Bentonville Kennedy Coffee Roasting Co. 479.464.9015 

AR Fort Smith Fresh BeanZ Coffee 479.452.2404 

AR Jacksonville Biffs Coffee Roasting Co. 800.438.2433 

AR Little Rock The Ultimate Coffee 267.620.3218 

AR Rose Bud RoZark Hills Coffee Roasterie 501.556.5808 

AZ Bisbee The Bisbee Coffee Company 520.432.7931 

AZ Maumelle Guillermo’s Gourmet Grounds 870.404.6789 

AZ Phoenix Rocket Coffee Roasters 602.548.2259 

AZ Phoenix Coffee Reserve, Inc. 888.755.6789 

AZ Phoenix Lindsey Coffee Co. 800.345.1984 

AZ Scottsdale Gare Clark 866.462.8733 

AZ Scottsdale Volcanic Red Coffees 866.462.8733 

AZ Scottsdale Espressions Coffee Roastery 480.946.9840 

AZ Scottsdale Coffee Roasters of Arizona 480.948.1419 

AZ Scottsdale Village Coffee Roastery & Ferrari Kona Coffee 602.739.9503 

AZ Scottsdale Mokarabia, USA 480.998.8807 

AZ Scottsdale Coffee Roasters of Arizona 480.948.1419 

AZ Tempe Lost Dutchman Coffee Roasters 623.217.1304 

AZ Tempe Cortez Coffee Roasters 800.992.6782 

AZ Tempe Momentto Coffee Roasting Co. 480.948.8501 

AZ Tucson Arbuckle Coffee 520.790.5282 

AZ Tucson Desert Rain Coffee 520.297.0246 

AZ Tucson Roaster X 520.791.0400 

CA Alhambra Jasa Bumi Coffee 626.310.1248 

CA Alhambra La Mill Coffee Specialists 606.202.0100 

CA Anaheim Trinidad Coffee Co. 714.520.8410 

CA Anaheim Commercial Cooling 714.484.0000 

CA Aptos Pacific Coffee Roasting Co. 831.685.2520 

CA Aptos Surf City Coffee Company 831.430.9112 

CA Arcata Sacred Grounds Organic Coffee Roasters 800.425.2532 

CA Atascadero Joebella Coffee 805.461.4822 

CA Badger Sierra Roasting Co. 559.337.0708 

CA Bell Gardens Lingle Bros. Coffee, Inc. 800.352.2500 

CA Berkeley Uncommon Grounds, Inc 510.644.4451 

CA Berkeley Kavanaugh Coffee Roasting Co. 510.843.3040 

CA Burlingame Captain Cook Coffee Co., Ltd. 650.697.4515 

CA Canoga Park Rocky Roaster 818.347.1378 

CA Canoga Park Froid Coffee Company 818.313.8661 

CA Capitola Capitola Coffee Roasters 831.476.5422 

CA Capitola Capitola Coffee Roasters 831.476.5422 

CA Carlsbad Hawaii Coffee Company/ca 800.338.8353 

CA Carmel Carmel Coffee 831.624.5934 

CA Ceres Zoe’s Coffee Roasting Co., Inc. 209.541.3877 

CA Chico Sweet Brew Coffee Roasters 530.892.2914 

CA Chula Vista West Coast Coffee Roasters 619.424.7881 

CA Crestline Paradise Mountain Coffee 909.338.6467 

CA Culver City City Bean 323.965.5000 

CA Davis Java Detour 530.756.8020 

CA El Cajon Renegade Roaster Design Group 619.590.3600 

CA El Cajon Daymar Select Fine Coffees 619.444.1155 

CA Elverta Pyramid Espresso Bar 916.991.1775 

CA Emeryville Peet’s Coffee & Tea 510.594.2100 

CA Emeryville McLaughlin Coffee Company 510.428.2951 

CA Eureka Humboldt Bay Coffee Co 800.787.5282 

CA Fort Bragg Zona Alta Coffee 707.964.8200 

CA Fremont Sujus Coffee & Tea 510 742 8880 

CA Gardena Family Food Company, Inc. 310.715.2698 

CA Hayward Roast de Gourmet, LLC 510.783.1010 

CA Healdsburg Flying Goat Coffee 707.433.9081 

CA Highland Grounds For Enjoyment 909.793.2357 

CA Irvine Specialty Coffee Roaster 949.551.2588 

CA Irvine Specialty Coffee, LLC 800.900.5282 

CA Irvine Danesi Caffe USA Inc. 949.724.9847 

800.461.2900 

CA Irvine Diedrich Coffee Inc.-CA 949.260.1600 

CA Junction City Strawhouse Organic Coffee Roaster 530.623.1990 

CA Laguna Niguel South Coast Coffee 949.443.5113 

CA Lake Forest Black Mountain Gold Coffee 800.487.8445 

CA Lodi Java Stop Drive Thru and Roasting Co. 209.369.9381 

CA Long Beach It’s A Grind Coffee Franchise, LLC 562.594.5600 

CA Long Beach ECO Cafe & Los Pinos 562.961.3109 

CA Los Angeles Groundwork Coffee Co. 323.930.3910 

CA Los Angeles Mocha Kiss Coffee 323.512.9800 

CA Los Angeles Village Coffee Roaster 323.665.7170 

CA Los Angeles Antigua Traditional Roasters 323.539.2233 

CA Los Angeles Bradford Coffee 323.268.2333 

CA Los Angeles Amadeo’s Mist 323.258.3743 

CA Los Banos Mount Ararat Coffee 209.826.4961 

CA Manteca Jesus Mountain Coffee 209.823.3121 

CA Mentone Inland Empire Coffee Company 909.794.2255 

CA Murrieta Java Kai 866.528.2524 

CA Newport Beach Kean Coffee 949.642.5326 

CA No. Hollywood The Supreme Bean Coffee Roasters 818.506.6020 

CA Novato Masterpiece Coffee 415.884.2990 

CA Oakland Mr. Espresso 510.287.5200 

CA Oakland Peerless Coffee & Tea Company 510.763.1763 

CA Ontario Coffee Brothers, Inc. 909.930.6252 

CA Orangeville Badda Bean 916.410.0314 

CA Pasadena Coffee Roasters of Pasadena 626.564.9291 

CA Pasadena Dona Mireya Estate Green Coffee 626.564.9488 

CA Pasadena Jones Coffee Roasters 800.729.8114 

CA Petrolia Gold Rush Coffee 707.629.3460 

CA Poway Kona Ken’s Coffee 808.937.5367 

CA Redway Signature Coffee Co. 707.923.2661 

CA Redwood City CoffeeTec Roastery Development 650.556.1333 

CA Richmond Catahoula Coffee Co. & Roastery 510.235.0525 

CA Running Springs Mountain Brew Roasters 909.867.4804 

CA Sacramento Java City 877.528.2289 

CA Sacramento Terranova Coffee Roasting Co., Inc. 916.929.1681 

CA Sacramento Beantrees Organic Coffee Co. Inc. 916.444.1164 

CA San Diego The Earth’s Choice Organic Coffee Roaster Co. 619.235.0392 

CA San Diego Cafe Moto 619.239.6686 

CA San Diego Plantation Station Coffee Roasters 858.676.8306 

CA San Diego Caffe Calabria 619.683.7787 

CA San Francisco Ritual Coffee Roasters 415.641.1024 

CA San Francisco Jeremiah’s Pick Coffee 877.537.3642 

CA San Francisco Capricorn Coffees, Inc. 415.621.8500 

CA San Francisco America’s Best Coffee 415.285.5556 

CA San Jose Willow Tree Coffees 408.472.7086 

CA San Juan Bautista Feral Rooster Roastery 831.623.9153 

CA San Leandro Roger’s Family Company 800.829.1300 

CA San Rafael Equator Estate Coffees & Teas, Inc. 800.809.7687 

CA Santa Barbara Java Jones CoffeeHouse 805.962.4721 

CA Santa Barbara Hair Raiser Coffee 866.972.4737 

CA Santa Barbara Caribbean Coffee Company 805.962.3201 

CA Santa Clara Barefoot Coffee Roasters 408.248.4500 

CA Santa Fe Springs Apffels Coffee Co. 800.443.2252 

CA Santa Paula Clean Foods, Inc. 805.933.3027 

CA Santa Paula Limoneira Coffee & Tea Co. 866.321.8953 

CA Santa Rosa Ecco Caffe 707.525.9309 

CA Santa Rosa Loring Smart Roaster 707.526.7215 

CA Sebastopol Taylor Maid Farms LLC 707.824.9110 

CA Sherman Oaks The Coffee Roaster 818.905.9719 

CA Sonora Sonora Gold Coffee Roasters 209.589.9368 

CA So. Lake Tahoe Alpen Sierra Coffee Roasting Co. 530.541.1053 

CA So. San Francisco Mountanos Brothers Coffee Co. 800.624.7031 

CA Suisun Bay Area Coffee, Inc. 707.864.6264 

CA Temecula Cafe Bravo Coffee Roasting Co. 951.491.7790 

CA Truckee Truckee Coffee Roasters 530.587.2583 

CA Van Nuys Moonlight Coffee 818.785.5582 

CA Vernon F. Gaviña & Sons, Inc. 800.428.4627 

CA Vista Adore Espresso 800.570.9010 

CA Walnut Creek Kerry Laird 707.751.0871 

CA Walnut Creek Pacific Bay Coffee Co. & Micro-Roastery 707.751.0871 

CO Berthoud Devils Backbone Coffee Roasters 866.776.5288 

CO Boulder Brewing Market Coffee 303.447.9523 

CO Breckenridge Breckenridge Coffee Roasters 970.453.5353 

CO Buena Vista Bongo Billy’s High Country Coffees 719.395.4991 

CO Castle Rock Crow Foot Valley Coffee 303.814.0999 

CO Cedaredge Coldwater Coffee & Tea Co. 970.856.4225 

CO Colorado Springs High Rise Coffee Roasters 719.633.1833 

CO Colorado Springs Firedance Coffee Co 719.577.4398 

CO Denver Boyer Coffee Company, Inc. 800.452.5282 

CO Denver Scottish Roaster 303.922.3104 

CO Denver Dazbog Coffee Company 303.892.9999 

CO Denver Cafe Novo Coffee Roasters, LLC 303.295.7678 

CO Denver Cafe Cartago 303.297.1212 

CO Denver The Scottish Roaster, LLC 303.922.3104 

CO Denver Purewater Dynamics, Inc. 303.922.4383 

CO Denver Kaladi Coffee 720.570.2166 

CO Durango Durango Coffee Company 800.748.2275 

CO Englewood Mountain State Golden Roast, LLC 303.868.4454 

CO Fort Collins Cafe Richesse 970.484.1979 

CO Grand Junction Colorado Legacy Coffee 866.344.6558 

CO Minturn Vail Mountain Coffee & Tea 970.827.4008 

CO Salida Cowgirl Coffee Company 719.539.4337 

CO Steamboat Springs Steamboat Coffee Roasters 970.879.4276 

CO thornton Allegro Coffee Co 303-920-5400 

CO Thornton Allegro Coffee 303.444.4844 

CT Branford Willoughby’s Coffee & Tea 800.388.8400 

CT goshen coffee-tea-etc,llc 860.491.9920 

CT Hartford Baronet Coffee Inc. 860.527.7253 

CT Lyme Ashlawn Farm Coffee 860.434.3636 

CT Newington Inter-Continental Imports Co, Inc. 860.665.1101 

CT Newington Omar Coffee Co., Inc. 860.667.8889 

CT Old Saybrook Barrie House Coffee & Tea Co. 860.388.3605 

CT Stamford Raus Coffee Co 203.322.5809 

DE Delaware City Delaware City Coffee Company 302.832.3303 

FL Apopka Z-Coffee Corporation 604.465.7323 

FL Boca Raton 30 West Gourmet Coffee 561.367.0405 

FL Cape Coral Java Gold Gourmet Coffee Roasters 800.381.1752 

FL Clearwater Cinnamon Bay Coffee Roasters 727.466.9200 

FL Clearwater Ambex Coffee Roasters, inc. 727.442.2727 

FL Clearwater Cinnamon Bay Coffee Roastery 727.441.8672 

FL Clearwater Melitta Usa, Inc. 888.635.4882 

FL Coral Gables Cafe Bom Dia 888.470.8010 

FL Coral Gables The Matche Group 786.303.8888 

FL Crestview Greenbrier Coffee Roasters & Tea Imports 904.807.8013 

FL Fernandina Beach Latitudes Coffee Roasters & Tea Merchants 904.277.8081 

FL Ft. Lauderdale Amber Products Limited 876.905.0112 

FL Gainesville Sweetwater Organic Coffee Co. 352.372.8342 

FL Hollywood San Giorgio Coffee 888.253.6881 

FL Jacksonville Wandana International Coffee & Tea, Inc. 904.992.4596 

FL Jacksonville Martin Coffee Co. 904.355.9661 

FL Jacksonville Condaxis Coffee & Tea, Inc. 904.356.5330 

FL Key West Island Joe’s Coffee 305.294.1190 

FL Key West Baby’s Place Coffee Bar, Inc. 305.744.9866 

FL Melbourne Carmo Specialty Coffee 321.298.0805 

FL Miami Cafe Don Pablo 305.249.5628 

FL Miami Bebidas y Alimentos S.A. (BASA) 504.551.6909 

FL Miami Colonial Coffee Roasters, Inc. 305.634.1843 

FL N. Miami Beach Custom House Coffee Roasters 888.563.5282 

FL Orlando First Roasters of Central Florida 407.839.1881 

FL Santa Rosa Beach Amavida Coffee and Trading Co. 850.376.1650 

FL Sarasota Latitude 23.5 Coffee & Tea 877.260.9212 

FL Sarasota One World Coffee and Tea 941.400.2160 

FL South Miami Abecafe Plantations LLC 305.669.9014 

FL St Augustine Mystic Bean Coffee Company 904.669.7610 

FL St. Cloud Beanerz Coffee 407.319.0312 

FL Tallahassee Javaheads Coffee & Roasters 850.350.3725 

FL Tampa Strategic Equipment and Supply Corp. 813.873.2402 

FL Tampa Valrico Bros. Coffee Co. 866.792.3267 

FL Tampa Joffrey’s Coffee 813.250.0404 

FL West Palm Beach Steve Dunefsky 914.934.1100 

FL Weston Veronica Solorzano 954.384.8940 

GA Alpharetta Queensport Coffee 800.747.1984 

GA Americus Cafe Campesino, Inc. 229.924.2468 

GA Atlanta Partners Coffee Company 404.344.5282 

GA Atlanta Atlanta Coffee Roasters 404.636.1038 

GA Atlanta JavaJoe Java Co. 678.315.5717 

GA Atlanta Imported Restaurant Specialites 404.325.0585 

GA Atlanta Martinez Fine Coffees 800.642.5282 

GA Decatur Atlanta Coffee & Tea Company 770.981.6774 

GA Duluth Coffee Coffee Coffee!!!, Inc. 678.473.1400 

GA Gainsville St. Ives Coffee Roasters, Inc. 770.287.3200 

GA Marietta Rona Inc 770.421.9600 

GA Martinez Abbi’s Coffee Mill & Roastery 706.651.9111 

GA Roswell Viazza Coffee 770.664.5176 

GA Smyrna Atlanta Coffee Supply Group 404.799.7774 

GA Stone Mountain Stone Mountain Coffee Roasters 770.469.2225 

GA Woodstock Zambia Coffee Growers Association 800.803.7774 

HI Captain Cook Kena Pure Kona Coffee 808.328.0111 

HI Captain Cook Koa Coffee Plantation 808.328.8803 

HI Captain Cook Hoku Lani, Inc. 808.328.9910 

HI Hanapepe Lappert’s Coffee 808.335.6121 

HI Holualoa Sugai Kona Coffee 808.322.7717 

HI Holualoa Tiare Lani Coffee, Inc. 808.324.1495 

HI Holualoa Buddha’s Cup Coffee 808.322.6712 

HI Honolulu Hawaii Coffee Roasters 808.839.3219 

HI Honolulu Hawaii Coffee Company 808.847.3600 

HI Kahului, Maui Maui Coffee Roasters 808.877.2877 

HI Kailua-Kona Kona Brothers Coffee Roasting Inc. 808.331.0800 

HI Kailua-Kona Hula Bean Coffee Inc. 808.329.6152 

HI Kailua-Kona Mountain Thunder Coffee/Plantation Int’l Inc. 808.325.2136 

HI Kauai Kauai Coffee Co. 808.335.3440 

HI Kealakekua Greenwell Farms Inc. 808.323.2862 

HI Kealakekua, Kona Kona Joe Coffee LLC 808.322.2100 

HI Kualapuu Coffees of Hawaii 808.567.9490 

HI Puunene Maui Oma Coffee Roasting Co., Inc. 808.871.8664 

IA Ames Burgie’s Espresso Café 515.203.6159 

IA Cedar Rapids L & L Coffee Co 319.361.4787 

IA Des Moines US Roasterie 515.243.4409 

IA Des Moines Coffee Concern Inc. Zanzibar’s Coffee Adventure 515.244.7694 

IA Hiawatha Roasters Coffee House 319.393.6001 

IA Jewell Coffee Gems Roastery 515.827.5920 

IA McGregor McGregor Coffee Roasters 563.873.3563 

IA Pella Fireside Coffee Co 641.628.9052 

IA Urbandale Friedrichs Coffee 888.612.5050 

ID Boise Treasure Valley Coffee, Inc. 208.377.8488 

ID Boise Dawson Taylor Coffee Roasters 208.830.0889 

ID Boise Treasure Valley Coffee/The Roastere 208.377.9203 

ID Boise Dawson Taylor Coffee Roasters 208.830.0889 

ID Boise Treasure Valley Coffee/The Roastere 208.377.9203 

ID Coeur d’ Alene Cafe Avion 877.432.7890 

ID McCall McCall Coffee Roasters 208.634.3249 

ID McCall McCall Coffee Roasters 208.634.3249 

ID Moscow Red Finn Roaster 208.883.5593 

ID Nampa Purple Bean Coffee Co. 208.467.5533 

ID Sand Point Monarch Coffee Inc. 208.265.9382 

IL Bensenville Stan Carpenter Account 630.860.6046 

IL Bourbonnais The Great American Coffee Co. 815.929.1230 

IL Bourbonnais Moon Monkey Coffee Company 815.304.1922 

IL Champaign Columbia Street Roastery 217.352.9713 

IL Chicago Metropolis Coffee Co 773.764.0400 

IL Chicago Chicagoland Beverage Company 312.455.1955 

IL Chicago Intelligentsia Coffee Roasters & Tea Blenders 312.563.0023 

IL Chicago Julius Meinl 773.883.1862 

IL Chicago Specialty Coffee Retailer 832.444.7675 

IL Deerfield Kraft Foods 847.734.2871 

IL Downers Grove Mother Parkers Tea and Coffee 630.724.1205 

IL Downers Grove Sara Lee Foodservice 800.682.7272 

IL Edwardsville Goshen Coffee Company 618.659.0571 

IL Evanston Casteel Coffee 847.424.9999 

IL Geneva Cafe Navilu 866.339.1004 

IL Gurnee Hearthware Home Products Inc. 888.689.2831 

IL Gurnee Hearthware Home Products Inc 847.775.8123 

IL Hanover Coffeemaria 630.768.2043 

IL Huntley Chicago Coffee Roastery, Inc. 847.669.1156 

IL Kankakee The Great American Coffee Co 815.693.9443 

IL Lake Forest PACTIV Corp 847.482.2700 

IL Loves Park JavaMania Coffee Roastery Inc. 888.280.5282 

IL Loves Park Java Mania 815.885.4661 

IL Normal Sidestreet Coffee Roastery 309.454.4003 

IL No. Chicago Coffee Fresh, Inc. 847.578.0772 

IL Palos Hills South Chicago Coffee 708 228.0873 

IL Plainfield Kingdom Coffees Inc 815.609.7241 

IL Plainfield Blue Otter Coffee 312.327.1970 

IL River Grove La Capannina Coffee 708.453.5840 

IL Rockford Rock River Coffee Company 815.874.9570 

IL Rockford Guiltless Chocolate Café 815.713.7296 

IL Schiller Park Fratelli Coffee Co. 847.671.7300 

IL Spring Grove Coffee Masters, Inc. 800.334.6485 

IL Washington Just Beans Coffee Co. 309.219.2326 

IL Watseka Da Vinci Coffee House 815.383.8500 

IL Wilmette Link’s Sweet Bean 847.920.9260 

IL Wilmette Chazzano Corp 847.370.4021 

IN Avon Bear Creek Coffee 317.272.1446 

IN Bloomington Quarrymen Coffee Roasting Co 812.824.6747 

IN Bonners Ferry Far-North Coffee 208.267.5547 

IN Fort Wayne Crazy Sisters Coffee Roasters 260.435.1300 

IN Fort Wayne Three Rivers Coffee Co. 260.469.2233 

IN Greencastle Jameson Coffee 800.694.9559 

IN Indianapolis Julian Coffee Roasters 317.247.4208 

IN Indianapolis Stanton Coffee Roasters & Tea 866.280.1230 

IN Indianapolis Tim Stanton 317.280.1230 

IN Indianapolis Hubbards and Cravens 317.251.3198 

IN Indianapolis Harvest Cafe Coffee Roasters 317.585.9162 

IN Indianapolis Hubbard & Cravens Coffee Co 317.251.3198 

IN Muncie Alliance World Coffees 765.282.1004 

IN noblesville Noble Coffee & Tea 317.773.0339 

IN Valparaiso Lifestyles 219.464.9167 

IN Wabash Old Canal Coffee Roasters 260.969.8659 

KS Lawence Z’s Divine Espresso, Inc. 785.842.7651 

KS New Century Danisco USA, Inc. 913.764.8100 

KS Topeka Cardona Coffee 785.862.1680 

KS Wichita Corsair Handrafted Coffees 316.729.4949 

KS Wichita Corsair Coffee Roasters 316.941.9995 

KS Wichita Riffel’s Coffee Co. 316.269.4222 

KY Louisville john conti Coffee Co. 502.499.8600 

KY Louisville Consumer’s Choice Coffee 502.968.4151 

KY Louisville Heine Brothers Coffee 502.456.5108 

KY Winchester Southern Heritage Coffee Co. 727.573.0101 

LA Baton Rouge Community Coffee Company, L.L.C. 225.368.4544 

LA Baton Rouge River Road Coffee, Ltd. 225.751.2633 

LA Covington New Orleans Coffee Works 866.766.6629 

LA Kenner Coffee Roasters of New Orleans 800.344.7922 

LA Natchitoches Cane River Roasters 318.354.7747 

LA New Orleans American Coffee Co. 504.581.7234 

LA Shreveport TheArtofCoffee.org 318.347.3205 

LA Shreveport Jelks Coffee Company, Inc. 800.235.7361 

MA Acton Terroir Coffee 866.444.5282 

MA Canton Dunkin’ Brands 781.737.3000 

MA Chicopee Galapagos Coffee Roasters 413.593.8877 

MA Florence Indigo Coffee Roasters 800.447.5450 

MA Hopkinton Red Barn Coffee Roasters 508.435.5333 

MA Lee Barrington Coffee Roasting Co., Inc. 800.528.0998 

MA Malden New England Coffee Co 781.844.3566 

MA Mashpee Cape Cod Coffee Roasters 508.477.2400 

MA Nantucket Nantucket Coffee Roasters 508.228.6862 

MA Northborough Armeno Coffee Roasters 508.393.2821 

MA Orange Coffeelands Landmine Trust 800.325.3008 

MA Whitman Bean Town Coffee Roasters 617.818.5926 

MD Annapolis Caffé Pronto Coffee Roastery 410.626.0011 

MD Baltimore Kicks & Coffee 443.278.3679 

MD Laurel Orinoco Coffee & Tea, Ltd. 301.953.1200 

MD Millersville The Cosmic Bean Coffee Company 410.370.1782 

MD Rockville Mayorga Coffee Roasters, Inc. 301.315.8093 

ME Bar Harbor Benbow’s Coffee Roasters 207.288.2552 

ME Brunswick Wicked Joe 207.725.1025 

ME N. Berwick Carpe Diem Coffee Roasting Co. 207.676.2233 

ME Portland Coffee By Design, Inc. 207.879.2233 

ME Rockland Rock City Coffee Roasters 207.594.5688 

MI Ann Arbor Zingermans Coffee Roaster 734.929.6060 

MI Ann Arbor Amazing Beans Coffee Roasters 734.794.7102 

MI Berrien Springs Tokomak 248.670.4290 

MI Brighton Java Roasters of Brighton 810.844.0085 

MI Brooklyn The Evelyn Bay Coffee Company, Ltd. 800.216.7617 

MI Flushing The Coffee Beanery 888.385.2326 

MI Goodrich Shadrach, Meshach & ABeanToGo 248.819.7780 

MI Grand Rapids Schuil Coffee 616.956.6815 

MI Grand Rapids Beanbin Coffees 616.617.6759 

MI Grand Rapids Ferris Coffee & Nut Co. 616.459.6257 

MI Grand Rapids Fool.of.Beans 616.334.8597 

MI Jackson Jackson Coffee Company 517.990.6770 

MI Kalamazoo Water Street Coffee Joint 269.373.2840 

MI Lake Leelanau Higher Grounds Trading Co. 877.825.2262 

MI Lansing Rudy Baggs Coffee Roasting Co 517.886.3704 

MI Lansing Paramount Coffee Company 800.968.1222 

MI Maple City Cherry Country Coffee Roasters LLC 231.228.2002 

MI Nunica Magnum Coffee 616.837.0333 

MI Nunica Magnum Coffee Roastery 616.837.0333 

MI O’Fallon Little Moutain Enterprises 636.262.8566 

MI Okemos Coffee Barrel 517.349.3888 

MI Plymouth Coffee Express Co. 734.459.4900 

MI Stevensville 8th Day Coffee LLC 269.470.1130 

MI Sturgis Great Lakes Chocolates & Coffee Co. 269.651.7677 

MI Troy Enchantment Coffee 734.945.4037 

MI Upsilant The Ugly Mug Café & Roastery 734.484.4684 

MI Walled Lake Gourmet Coffee Roasters 248.669.1060 

MI Walled Lake Java Master 248.669.1060 

MI Waterford Beanstro Specialty Coffee Roasters 866.239.1212 

MI Ypsilanti Perk & Brew Corp 734.484.1375 

MN Anoka Paradise Roasters 877.229.6336 

MN Brooklyn Center Roastery 7 877.884.7463 

MN Buffalo Custom Roasting, Inc. 763.682.4604 

MN Buffalo Asplund Coffee LLC 763.682.6633 

MN Duluth Alakef Coffee Roasters, Inc. 218.724.6849 



MN Le Center European Roasterie, Inc. 507.357.2272 

MN Minneapolis Caribou Coffee Company, Inc. 888.227.4268 

MN Minneapolis The Roastery, Inc. 612.325.5750 

MN Minneapolis Bull Run Roasting 952.285.4242 

MN Mpls B & W Specialty Coffee Co. 800.331.2534 

MN Paynesville Midnight Roastery 320.333.0168 

MN Saint Cloud JavaLogica Corp 320.492.5491 

MN Saint Paul White Rock Coffee Roasters 651.699.5448 

MN St. Louis Park Tom Becklund Coffee 952.929.9027 

MO Kansas The Roasterie 816.931.4000 

MO Kansas City Parisi Artisan Roasters 816.455.4188 

MO Kansas City The Roasterie, inc. 816.931.4000 

MO Kansas City Broadway Café & Roasting 816.531.2432 

MO Lee’s Summit Dominic Coffee 816.525.9319 

MO Raytown Puddin’ Head Coffee 816.868.5581 

MO Springfield Oaxacafe Coffee Company 417.831.1492 

MO St Louis Tesoros Del Sol 314.570.9659 

MO St. Louis Ronocco Roasters 800.428.2287 

MO St. Louis Chauvin Coffee Corp. 800.455.5282 

MO St. Louis Ronnoco Coffee Co. 314.371.5050 

MO St. Louis Mid-America Coffee 314.422.9201 

MO St. Louis Kaldi’s Coffee Roasting Co 314.727.9991 

MS Laurel Live Oak Coffee Company 601.323.1636 

MS Ridgeland Cups an Espresso Cafe 601.832.9788 

MT Billings Rock Creek Coffee Roasters 406.896.1600 

MT Billings City Brew Coffee & Cool River Roasters 866.880.2489 

MT Billings Beartooth Coffee Roasters 877.777.5282 

MT Bozeman Rocky Mountain Roasting Co. 800.428.5282 

MT Great Falls Cool Beans Coffee Pub 406.454.8860 

MT Great Falls Morning Light Coffee 800.290.8443 

MT Great Falls Montana Roastery Group Inc. 406.453.8443 

MT Helena FireTower Coffee House & Roasters 406.495.8840 

MT Kalispell Fieldheads Coffee Company 406.249.5775 

MT Kalispell Fieldhead’s Coffee Co 406.249.5775 

MT Lolo Hunter Bay Coffee Roasters, Inc. 406.273.5490 

MT Missoula Liquid Planet 866.663.4820 

MT Stevensville Bitterroot Coffee Roaster 406.777.9896 

MT W. Yellowstone Morning Glory Coffee & Tea inc. 406.646.7061 

NC Aberdeen Cactus Creek Coffee Roaster 910.944.1543 

NC Carrboro Carrboro Coffee Company 919.968.4760 

NC Cary Kenya Fair Traders 919.771.7907 

NC Cary Mr. Toad’s Coffeehouse & Roasters 919.462.3320 

NC Charlotte Dilworth Coffee 704.554.7111 

NC Concord S&D Coffee Inc 800.933.2210 

NC Durham Counter Culture Coffee, Inc. 919.361.5282 

NC Durham Broad Street Coffee Roasters 919.688.5668 

NC Greensboro Carolina Coffee Roasting Company 800.457.2556 

NC Hampstead Java Estate Roastery, Inc. 800.573.5282 

NC Hillsborough Joe VanGogh 919.644.0111 

NC Raleigh Stockton Graham & Co. 919.881.8271 

NC Raleigh Larry’s Beans Inc. 919.828.1234 

NC Raleigh Eighth Sin Coffee Company 919.832.8898 

NC Raleigh Tradewinds Coffee Co., Inc. 919.878.1111 

NC South Mills Relative Roasters 

NC Wilmington Port City Roasting Co. 910.796.6647 

NC Wilmington Kaldi Gourmet Coffee Roasters 800.221.5368 

NC Wilmington Port City Java Coffee Houses and Roastery 910.251.2552 

NC Wilmington Cape Fear Roasters, LLC 910.254.9277 

NC Winston-Salem Krispy Kreme Coffee Company 336.726.8845 

ND Westhope MoJo Roast, Inc. 701.245.8080 

NE Bellevue Harvest Roasting 402.932.8856 

NE Lincoln The Mill Coffee and Tea 402.475.5531 

NE Omaha Midwest Custom Roasting 402.330.6368 

NE Omaha Pear’s Coffee 402.551.8422 

NH Amherst A&E Custom Coffee Roastery 603.578.3338 

NH Canterbury Granite Ledge Coffee 603.267.9444 

NH Center Tuftonboro The Black Bear Micro Roastery 603.569.6007 

NH Dover Piscataqua Coffee Roasting Co. 603.740.4200 

NH Manchester Java Tree Gourmet Coffees, Inc. 603.669.7625 

NH Strafford Two Loons Coffee 603.664.5722 

NJ Avon Coffees and Teas of Yesteryear 732.500.7377 

NJ Boonton MG Coffee 973.277.5693 

NJ Bricktown Corim Coffee 732 840-1670 

NJ Carteret Caffe Bristot/Procaffe USA 732.802.9400 

NJ Deptford Talk N’ Coffee 800.597.2326 

NJ Forked River Davan Espresso, Inc. 609.693.8822 

NJ Hackensack Oro Caffe’ 201.343 .1793 

NJ Hackettstown Nashville Coffee Company, Inc 908.852.1619 

NJ Jersey City Kobricks Coffee Co. 201.656.6313 

NJ Lambertville Rojo’s Roastery 609.397.0040 

NJ Maywood Moon Doggie Coffee Roasters 201.556.0111 

NJ Mickelton Crescent Moon Coffee Raosters 856.832.0626 

NJ Millville Kaffe Magnum Opus, Inc. 856.327.9962 

NJ Newark The Law Coffee Company 973.344.2270 

NJ Oakland Coffee Roasters, Inc. 201.337.8221 

NJ Pennsauken Lacas Coffee Co 856.910.8662 

NJ Skillman Orpha’s Coffee Shop 609.430.2828 

NJ Stirling World Of Coffee 908.647.1218 

NJ Titusville Coffee Bean Direct 888.232.6711 

NM Albuquerque New Mexico Coffee Co. 505.856.5282 

NM Albuquerque Flying Star Cafe, Inc./Satellite Coffee 505.255.1128 

NM Albuquerque New Mexico Pinon Coffee 505.298.1964 

NM Las Cruces Milagro Coffee y Espresso, Inc. 505.532.1042 

NM Santa Fe Rio Grande Coffee Roasters, Inc. 888.989.7380 

NV Las Vegas The Whole Bean 877.536.5662 

NV Las Vegas Coffee Roasters of Las Vegas 702.435.9338 

NV Las Vegas Organic Planet Coffee & Tea 866.814.6728 

NV Las Vegas Keoki’s Donkey Bean Coffee Co. 702.216.0982 

NV Logandale Red Rock Coffee Roasters 702.354.3298 

NV Reno Wood-Fire Roasted Coffee Co. 775.856.2033 

NV Reno Agtron, Inc. 775.850.4600 

NV RENO Comstock Coffee Roasters 775.337.1006 

NY Binghamton Java Joe’s Roasting Co., Inc. 607.348.0444 

NY Bowmansville Parkside Coffee 716.681.3078 

NY Brooklyn Café La Semeuse 718.387.9696 

NY Brooklyn Gillies Coffee Co. 718.499.7766 

NY Brooklyn Coffee Holding Co. 800.458.2233 

NY Brooklyn Hena Coffee 718.272.8237 

NY Brooklyn Cup for Education 800.458.2233 

NY Buffalo McCullagh Coffee 716.856.3473 

NY Ithaca gimme! coffee 607.273.0111 

NY Kingston Monkey Joe Roasting Co. Inc. 845.331.4598 

NY Long Island City White Coffee Corp. 800.221.0140 

NY Long Island City Fresh Direct 718.928.1195 

NY Maspeth Eldorado Coffee Ltd. 718.418.4100 

NY Melville 7-Eleven Inc. 631.421.7809 

NY Memphis Shamballa Cafe & Coffee Roasters 315.635.6499 

NY New City David’s Bagels & Coffee Roasters 845.639.1664 

NY New York Irving Farm Coffee Company 212.206.0707 

NY New York Nespresso 800.566.0571 

NY New York LavAzza 800.466.3287 

NY New York Colombian Coffee Federation, Inc. 212.421.8300 

NY New York Longo Coffee & Tea 212.477.5421 

NY New York R. P. Coffee Ventures 212.852.7726 

NY New York Gallo D’Oro Enterprises, Inc 631.246.8035 

NY Newburgh Hudson Valley Coffee Roasters, Inc. 888.822.6333 

NY Oneonta B. K. Associates International 607.432.1499 

NY Orchard Park Premium Coffee Roasters, Inc. 716.662.1788 

NY Ozone Park Dallis Bros. Coffee 718.845.3010 

NY Pittsford Canaltown Coffee Roasters 716.248.0390 

NY Port chester Todd Good 914.934.1100 

NY Port Chester Empire Coffee Co. Inc. 800.642.7272 

NY Port Chester Waterfront Roasters 800.690.7230


NY Red Hook J.B. Peel Coffee & Tea Company 845.758.1792 

NY Rochester Spin Caffe Coffee Roasters 585.506.9550 

NY Rye Brook illy Caffe North America, Inc. 800.872.4559 

NY Syracuse Cafe Kubal Coffee Roasters 315.278.2812 

NY Syracuse Paul De Lima Co., Inc. 315.699.5282 

NY Tarrytown Coffee Labs Roasters 914.332.1479 

NY Troy Grafton Hills Coffee Roasters, Inc. 518.686.3336 

NY Water Mill Hampton Coffee Company 631.726.2633 

NY Woodside Shock Coffee 888.337.4625 

NY Yonkers Barrie House Gourmet Coffee 800.876.2233 

OH Akron Susan’s Coffee & Tea 330.733.3444 

OH Akron Angel Falls Coffee Company 330.376.5282 

OH Berea Red Cedar Coffee Co., LLC 440.260.7509 

OH Brecksville Caruso’s Coffee 440.546.0901 

OH Cincinnati P&G 513.983.1000 

OH Cincinnati William Cortner 513.983.4801 

OH Cincinnati Chuckroast Coffee Company 513.470.0594 

OH Cincinnati Coffee Break Roasting Company 513.841.1100 

OH Cincinnati The Folger Coffee Company 513.983.1100 

OH Cincinnati Chix Fon Alley Roasterie 513.541.0481 

OH Cincinnati Luckman Coffee Company Inc 513.231.1040 

OH Cincinnati Millstone Coffee, Inc. 513.634.6624 

OH Cleveland Berardi’s Fresh Roast, Inc. 800.876.9109 

OH Columbus Crimson Cup Coffee & Tea 888.800.9224 

OH Columbus Scottie Mac Bean Roastery, Inc. 

OH Columbus Stauf’s Coffee Roasters/Cup O’ Joe 800.778.2837 

OH Lebanon Seven Hills Coffee Company 513.489.5220 

OH Lebanon Four Oaks Coffee Co. 859.801.4895 

OH Malvern Rosta’s Roast 330.863.1726 

OH Mechanicsburg Hemisphere Coffee Roasters 937.834.3007 

OH Rockbridge Hocking Hills Roasters, Inc. 740.994.0454 

OH Sylvania Drake’s Fine Coffee Roasting 419.882.0800 

OH Toledo Flying Rhino Coffee & Chocolate 419.244.6100 

OH Vandalia Boston Stoker 937.890.6401 

OH Wauseon Red Rambler Coffees 419.335.2000 

OH West Chester A Coffee Affair L.L.C. 513.759.2200 

OH West Chester Queen City Coffee Company 800.487.7460 

OK Oklahoma City Those Guys Coffee, LLC 405.922.4576 

OK Oklahoma City US Roaster Corp./Roasters Exchange 405.232.1223 

OK Oklahoma City Neighbors Coffee 800.299.9016 

OK Oklahoma City Prima 405.525.0006 

OR Albany Allann Bros. Coffee Co., Inc. 541.812.8000 

OR Ashland Noble Coffee Roasting 541.535.6825 

OR Baker City Uncle Bob’s Coffee 541.523.2128 

OR Bandon Rayjen Coffee Company 541.347.4065 

OR Central Point Mellelo Coffee Roasters 541.779.9884 

OR Estacada Reedsport Coffeehouse & Roasters 503.630.3024 

OR Eugene Full City Coffee Roasters 541.344.4829 

OR Eugene Viridian Coffee Roasters 541.607.2792 

OR Eugene Cafe Mam/Royal Blue Organics 888.223.3626 

OR Grants Pass Rogue River Coffee Co. 541.474.2200 

OR Hood River Pacific Rim Coffee Roasters 541.387.2326 

OR Hood River Pacific Rim Coffee Roasters 541.387.2326 

OR Joseph Motley Brew Coffee Company 541.432.2326 

OR Newberg Caravan Coffee 503.538.7365 

OR Newberg Conerstone Coffee Roasters 

OR North Plains Oregon Coffee Roaster, Inc. 503.647.5102 

OR Pendleton Dark Canyon Coffee Roasters 541.276.2242 

OR Portland Coffee Bean International 503.227.4490 

OR Portland Great Coffees of America 503.223.0033 

OR Portland K&F Select Fine Coffees 800.558.7788 

OR Portland Nossa Familia Coffee 800.525.1610 

OR Portland Stumptown Coffee Roasters 503.740.4480 

OR Portland Bridgetown Coffee Company 503.224.3330 

OR Portland Portland Roasting 800.949.3898 

OR Portland Kobos Coffee Company 503.222.2302.EX 25 

OR Portland Boyd Coffee Company 800.545.4077 

OR Portland Ristretto Roasters 503.281.4234 

OR Portland Porcelli Roasters 503.866.8977 

OR Salem Governor’s Cup Coffee Roasters 503.581.9675 

OR Springfield McKenzie River Roasting 541.746.5791 

PA Ardmore Main Line Coffee Roasters 610.642.3066 

PA Beach Lake Beans, Inc 570.575.6500 

PA Collegeville Claddagh Coffee Company 610.416.1534 

PA Collegeville Maca Cohveca, Inc. 877.COHVECA 

PA Franklin Summer House Coffee Roasters 814.432.5959 

PA Grove City Wolf Creek Coffee Company 412.266.4360 

PA Hershey The Harbour Coffee Co. 717.534.2439 

PA Lancaster Lancaster County Coffee Roasters 717.392.2080 

PA Lancaster College Coffee Roasters 717.293.0605 

PA Langhome Bucks County Coffee.com 215.741.1855 

PA Lewisburg Cafe Latte 570.546.6501 

PA Philadelphia Ellis Coffee Company 215.537.9500 

PA Philadelphia Blue Water Coffee 215.848.3498 

PA Philadelphia La Colombe Torrefaction 215.426.2011 

PA Reading The Reading Coffee Roasters 610.373.7323 

PA Scranton Electric City Roasting Co. 570.499.5739 

PA Verona Arbuckle Coffee Co. Inc. 412.653.8378 

PA West Chester Morning Star Coffee 888.854.2233 

PA West Mifflin The Coffee Tree Roasters 412.326.0075 

PR Jayuya Hacienda San Pedro 787.828.2083 

RI Cranston Hottop USA 401.497.1008 

RI Lincoln Autocrat Coffee and Extracts 401.333.3300 

RI Middletown Custom House Coffee 401.842.0008 

RI Middletown Ocean Coffee Roasters 800.598.5282 

RI Pawtucket Excellent Coffee Company 401.724.6393 

RI Providence Coffee Exchange 401.273.1198 

RI Rumford New Harvest Coffee Roasters 401.438.1999 

SC Blythewood Iron Brew Coffee Co. 888.448.1441 

SC Columbia Turtle Creek Coffee 803.419.2020 

SC Mt Pleasant Charleston Coffee Roasters, Inc 843.971.2060 

SC Orangeburg Orangeburg Coffee Roasters 803.536.9684 

SC Travelers Rest Leopard Forest Coffee Company 864.834.5500 

SD Hill City Dry Creek Coffee 605.209.4999 

SD Rapid City Bully Blends Coffee & Tea Shop 605.342.3559 

SD Rapid City Dark Canyon Coffee Co. 605.394.9090 

SD Sioux Falls Prairie Brew Coffee Co. 605.362.0757 

TN Chattanooga Greyfriar’s Coffee, Rarecoffee.com 423.400.8929 

TN Chattanooga Stone Cup Roasting 888.698.4404 

TN Chattanooga Bluff View Art District, Inc. 423.265.5033 

TN Chattanooga The Chattanooga Coffee Company 423.624.4999 

TN Hermitage Summit Coffee Company 615.391.5493 

TN Knoxville Goodson Bros Coffee Company, Inc. 800.737.1519 

TN Maryville Vienna Coffee Company 865.681.0517 

TN Maryville Vienna Coffee Company, LLC 865.567.2058 

TN Nashville Bongo Java Roasting Co. 615.777.2572 

TN nashville Gridge’s Coffee & Roasting Co. 931.525.3900 

TX Addison Addison Coffee Roasters 972.404.1145 

TX Amarilla Roasters Coffee 806.359.7099 

TX Amarillo Roasters Coffee & Tea Company 806.359.7099 

TX Arlington Mawker Coffee 469.569.6718 

TX Austin Trianon The Coffee Place 512.328.4033 

TX Austin Mozart’s Coffee Roasters 512.698.5834 

TX Austin Coffee Traders, Inc 800.345.5282 

TX Austin Caffe Sanora 512.732.8300 

TX Austin Texas Coffee Traders 512.476.2279 

TX Beaumont Texas Coffee Co. 409.835.3434 

TX Brenham Independence Coffee Co. 979.836.3322 

TX Carrollton Aah! Coffee 214.636.6790 

TX Cedar Park Waterfall Gourmet Beverages 512.258.5281 

TX Dallas Globex America 214.353.0328 

TX Dallas Coffee Eiland 972.991.0100 

TX Dallas The Daily Java 214.821.8818 

TX El Paso El Paso Coffee Roasters, LLC 915.587.7526 

TX Euless Java Nights 469.682.5355 

TX Fort Worth Rodak’s Custom Roasted Coffee 817.924.6821 

TX Fort Worth Mother Parker’s Tea & Coffee Inc. 800.387.9398 

TX Houston Katz Coffee 713.864.3338 

TX Houston JavaVoo 713.974.1773 

TX Houston Red River Roasters 713.249.1613 

TX Houston Voyava Republic 713 579.4963 

TX Houston Segafredo Zanetti USA Inc./La San Marco 281.821.3717 

TX Houston Lola Savannah GP 713.222.9800 

TX Houston R. Dalton Coffee Co. 713.934.8234 

TX Houston Jumel Leasing 713.516.8750 

TX Lubbock Day Break Coffee Roasters 806.687.6887 

TX Nacogdoches Java Jack’s Coffee House Brand 936.560.3975 

TX Oak Point Fair Farms Coffee Roasters and Tea Co. 972.294.1266 

TX San Angelo DeCoty Coffee Co. 915.655.5607 

TX San Antonio Aspen Beverage Group 210.684.6363 

TX Spring Cuvee Coffee Roasting Company 866.688.6608 

TX Tyler Distant Lands Coffee Roaster 800.346.5459 

TX Tyler Coffee City USA 888.583.9526 

UT Logan Caffe Ibis Coffee Roasting Co 888.740.4777 

UT Park City Park City Coffee Roaster 435.701.1457 

UT Salt Lake City Millcreek Coffee Roasters 801.595.8646 

VA Charlottesville Escalera Roasters Inc. 434.971.3842 

VA Charlottesville Shenandoah Joe Coffee Roasters 434.295.4563 

VA Falls Church Beanetics Coffee Roasters 703.256.3117 

VA Lexington Lexington Coffee Roasting Co. 800.322.6505 

VA Luray Kiariz Coffee Source 540.743.3280 

VA Norfolk First Colony Coffee & Tea 757.622.2224 

VA Orange Orange Roaster 866.739.5282 

VA Ruckersville Mountain View Coffee Roasters 434.985.1563 

VA Salem Mill Mountain Coffee 540.989.7749 

VA Stuart Honduras Coffee Company 877.466.3872 

VT Bristol Vermont Coffee Company 802.453.2776 

VT Burlington Speeder & Earl’s Inc. 802.660.3996 

VT Waterbury Vermont Artisan Coffee & Tea 866.882.7876 

VT Waterbury Green Mountain Coffee Roasters 800.545.2326 

WA Bellevue Attibassi 425.957.1725 

WA Bellingham Moka Joe 360.714.1953 

WA Bellingham Tony’s Coffees & Teas 360.733.6319 

WA Bonney Lake Dillanos Coffee Roasters 253.863.0595 

WA Burlington Fidalgo Bay Coffee 360.757.8818 

WA Burlington Sono Fresco/Coffee Roaster 360.757.2800 

WA Camano Island Camano Island Coffee Roasters 360.387.7493 

WA Camano Island Camano Island Coffee Roasters 360.722.7453 

WA Camano Island Black Dot Coffee/Hendrix Brother Coffee 877.262.3706 

WA Cle Elum Pioneer Coffee Roasting Company 509.674.4100 

WA Clinton Whidbey Coffee Company 360.331.8121 

WA Edmonds WP Coffee Co. 206.777.1600 

WA Ellensburg D&M Coffee Company 800.264.5282 

WA Everett Vitos Trading Co 425.258.4361 

WA Everett Urban City Coffee Roasters 866.797.5282 

WA Everette Jousting Penguin 877.278.0175 

WA Kennewick Buzz Joy 509.628.8300 

WA Kent McCauley Coffee Roasters, LLC 253.859.4303 

WA Langley Mukilteo Coffee Roasters 360.221.3092 

WA Leavenworth Alpine Coffee Roasters 509.548.3313 

WA Leavenworth Leavenworth Coffee Roasters 509.548.1428 

WA Longview Guse Coffee Roasters 360.425.8940 

WA Lynnwood Silver Cup Coffee 800.311.7275 

WA Maple Valley Java! Java! Coffee Co. 425.432.2184 

WA Mt. Vernon La Crema Roasting Company 360.333.1035 

WA Mukilteo Mukilteo Coffee Co. 425.348.9692 

WA Olympia King Coffee Ltd 360.943.2646 

WA Olympia Batdorf & Bronson Coffee Roasters 800.955.5282 

WA Olympia Olympia Coffee Roasting Co. 360.753.0066 

WA Puyallup Endicott Coffee Roasters 888.520.BEAN 

WA Puyallup Martin Henry Coffee Roasters 253.848.6427 

WA Redmond Darryl’s Roasterie 425.788.6743 

WA Renton Java Trading Co. 425.917.2920 

WA Richland Steve A Stoneking Account 509.943.3753 

WA Richland Todd Lee Account 509.366.5219 

WA Seattle Pangaea Coffee Inc 206.226.5012 

WA Seattle DC3 Entertainment 206.622.0490 

WA Seattle Fonte’ Coffee Roaster 888.783.6683 

WA Seattle Visions Espresso Services 206.623.6709 

WA Seattle Caffe’ D’Arte 800.999.5334 

WA Seattle Caffe Luca Coffee Roasters 206.575.2720 

WA Seattle CAFFE VITA Coffee Roasting Co. 206.709.4440 

WA Seattle Caffe Umbria, Inc. 206.762.5300 

WA Seattle Tully’s Coffee 206.233.2070 

WA Seattle Zoka Coffee Roaster 206.217.5519 

WA Seattle Starbucks Coffee Co 206.318.6937 

WA Seattle Caffe Luca 206.575.2720 

WA Seattle Victrola Coffee Roasters 206.325.6520 

WA Seattle JC Roaster’s Co. 206.244.2448 

WA Seattle Vivolo Coffee Roasters 206.547.0097 

WA Seattle AAA Liquidating and Auction Service Inc. 206.246.7253 

WA Seattle Victrola Coffee Roasters 206.325.6520 

WA Seattle JC Roaster’s Co. 206.244.2448 

WA Seattle Vivolo Coffee Roasters 206.547.0097 

WA Seattle Pura Vida Coffee 877.469.1431 

WA Shoreline Seattle Gourmet Coffee 206.417.5599 

WA Snohomish Lowery & Co. Inc. 360.668.4545 

WA Spokane Craven’s Coffee Company 509.747.6424 

800.214.BEAN 

WA Spokane Thomas Hammer Coffee Roasters 509.535.4806 

WA Sumner Dillanos Coffee Roasters 800.234.5282 

WA Sumner Fox Hollow Coffee, Inc. 253.891.0500 

WA Tukwila Rainier Roaster 

WA Tumwater Raven’s Brew Coffee-WA 800.917.2836 

WA Tumwater Dominic’s Coffee Co. 866.759.9036 

WA University Place Firehouse Coffee Company 253.606.4134 

WA Vancouver BJ’s Coffee Roasters 503.357.1195 

WA Wenatchee Apple Hills Coffee Roasters 509.741.9900 

WA Wenatchee Apple Hills Coffee Roasters 509.741.9900 

WA Woodinville Isle of Granelli 425.487.6824 

WI Appleton Jacques Café 920.707.4896 

WI Beloit The Broaster Company 800.365.8278 

WI Cedarburg Cedarburg Coffee Roastery 262.375.4321 

WI De Pere Seroogy’s Chocolates 920.336.1383 

WI Eagle River Northern Harvest Gift Baskets 715.479.3995 

WI Eagle River Cranberry Gift House/Eagle River Roaster 

WI Green Bay La Java a Roasting House 920.662.0500 

WI Little Chute Victor Allen Coffee 920.788.1252 

WI Lodi Lodi Coffee Roasters, Inc. 

WI Madison Steep & Brew Coffee 800-876-1986 

WI Madison Ancora Coffee Roasters, Inc. 608.255.2900 

WI Madison Kaldi’s Best, LLC. 608.252.9700 

WI Madison Ancora Coffee Roasters Inc 608.255.2900 

WI Madison Johnson Brothers Coffee Roasters 

WI Marinette River Cities Coffee Roastery 715.735.6032 

WI Milwaukee Wild Grove Roastery 414.807.3699 

WI Milwaukee Alterra Coffee Roasters 414.765.9873 

WI Milwaukee Anodyne Coffee Roasting Co 414.489.0765 

WI Milwaukee Anodyne Coffee Roasting Company 414.276.8081 

WI Milwaukee Alterra Coffee Roasters, Inc. 414.273.3747 

WI Milwaukee Stone Creek Coffee Roasters 414.270.1008 

WI Neenah Fox River Coffee Co 920.720.0066 

WI Pepin Great River Roasters 800.984.5282 

WI Racine 2GYZ Coffee Co LLC 262.553.9038 

WI Sheboygan Wild Carrot Cuisine LLC/Vida Coffee 920.207.7672 

WI Sheboygan Wild Carrot Cuisine LLC 920.207.7672 

WI Sturgeon Bay Door County Coffee & Tea Co. 800.856.6613 

WI Watertown Berres Brothers Coffee 920.261.6554 

WI Watertown Berres Brothers Coffee Roasters 920.261.6158 

WV Ellenboro Happy Trails Cafe 304.869.3635 

WY Jackson Hole Great Northern Coffee Co., Inc. 800.216.5323 

WY Laramie Coal Creek Coffee Co. 800.838.7737 

WY Sheridan James Smith 307.672.1744 



Correction 

In a newsbyte last month 

announcing the introduction of 

Keiko Green Tea Chocolates, 

their website was incorrect. 

The correct website for 

Keiko Green Tea Chocolates 

is www.keiko-tea.us. 

We apologize for the error. 

Dallis Coffee Sold to Brazilian 

Investor Group, Octávio 

Specialty Coffees 

Dallis Coffee of Ozone Park, NY was 

acquired yesterday by Octávio Specialty 

Coffees of Sao Paulo Brazil, who will 

continue to operate the business at its 

current location and under the Dallis 

Coffee name through their subsidiary, 

Octavio, Inc. Dallis Bros. was founded in 

1913 by Abe and Morris Dallis and was 

managed until the sale by third 

generation owner David Dallis. Mr. 

Dallis will continue with the business as 

a consultant and advisor. Dallis Coffee 

currently serves the New York and 

Washington DC markets directly and 

ships its roasted coffees to 35 states 

and 12 countries. David Dallis served as 

President of the Specialty Coffee 

Association of America from 1994 to 

1995 and was awarded the Outstanding 

Contributions to the Industry Award by 

the SCAA in 2004. Mr. Dallis currently 

sits on the Board of Directors of the 

National Coffee Association. For more 

information, please contact Dallis Coffee 

directly at (718) 845-3010, ext 211. 

Queen of Coffee hails from 

Southern California 

Heather Perry of Coffee Klatch Roasting 

defended her title as “Best Barista in the 

West” for the fourth straight year at the 

Western Regional Barista Championships 

held in Petaluma CA, March 16-18. 

Heather partnered with fellow co-worker 

and coffee roaster Nick Griffith to create 

a special competition espresso blend 

specifically for this event. Heather 

chose to use the same hand crafted 

espresso blend for her signature drink, 

“Espresso tre la Novela,” which 

translates from Italian to: “Espresso in 

the Clouds.” The judges loved the 

drinkable dessert and can’t wait to see 

Nick at the United States Barista 

Championships to be held in conjunction 

with the Specialty Coffee Convention in 

May. According to Nick, the Blend will 

be available on-line and at all Coffee 

Klatch locations while he and Heather 

practice for the United States 

Championships. 

For more information contact Mike at 

1-877-455-2824 (877- 4 KLATCH) or 

mike@klatchroasting.com. 

Ted Lingle Awarded Bwana 

Kahawa Lifetime Achievement 

Award by the Eastern African 

Fine Coffees Association 

Ted Lingle, Executive Director for the 

Coffee Quality Institute (CQI) was 

awarded the Bwana Kahawa Lifetime 

Achievement Award by the Eastern 

African Fine Coffees Association 

(EAFCA) at the 4th Annual EAFCA 

Conference held in Addis Ababa, 

Ethiopia. The EAFCA Board of Directors 

honored Ted based on his role in the specialty 

coffee movement, his support of 

EAFCA, and his commitment to both the 

Specialty Coffee Association of America 

(SCAA) and the CQI. In his acceptance 

speech, Ted commended the group 

saying, “I hope that in my new role, as 

Executive Director for CQI, I can be a 

part of that future as well. Quality is the 

answer. Through quality, we can 

improve the value of coffee and the lives 

of the people who produce it.” 

Hoffman 

retains 

UKBC title 

The UK Barista 

Championship 

2007 came to an exciting end on 

Sunday 18th of March at the IFE at the 

Excel Centre Docklands with James 

Hoffman of La Spaziale once again 

wowing the judges and taking the much 

coveted title. James’s high standards in 

both the technical and sensory areas 

were matched by his signature drink, 

using a centrifuge to extract doughnut 

flavoured “milk” to combine with 

espresso – as we have said previously, 

creativity was high! All thoughts now 

turn to the Caffé Culture Show on 22nd 

& 23rd May where the SCAE UK will be 

organising a series of workshops and 

lectures. 

S&D Coffee launches updated 

Buffalo & Spring web site 

National coffee and tea manufacturer 

S&D Coffee, Inc. 

announced the 

re-launch of 

their Buffalo & 

Spring Coffees of 

Distinction Line Web site with expanded 

content, www.buffaloandspring.com. 

The updated Web site includes a “Coffee 

Sommelier” section to help users pair 

their dessert offerings with the right 

Buffalo & Spring coffee to bring out the 

best flavor in both coffee and dessert. 

For more information on S&D Coffee, 

please visit www.sndcoffee.com, 

or for Buffalo & Spring, visit 

www.buffaloandspring.com. 

FETCO® launches updated 

www.FETCO.com 

FETCO® announced the launch of their 

newly redesigned web site at 

www.FETCO.com. “The site has a 

contemporary design with improved 

navigation to provide a content-rich 

environment that is easy to use, search 

and download information.” said 

Karalynn McDermott, Vice President of 

Marketing and Sales for FETCO®. “The 

web site’s new features include a Quick 

Search that lets users find our Service 

Directory, components information and 

product details efficiently plus we’ve 

add updated brochures and a photo 

gallery with product images that are 

easy to download.” Designed specifically 

to be a resource center for technical support, 

the new site features an expanded 

area for technical guides, references, 

drawings, training videos, and service 

guides. 

X Café LLC obtains 

Halal certification 

X Café recently obtained Halal 

Certification, a dietary standard for 

Muslims. Halal is an Arabic word 

meaning ‘lawful’ or ‘permitted.’ The 

Certification requires a qualified 

independent third party to supervise the 

production of consumables, attesting 

that they were produced in conformance 

with the Standards of Halal. The Islamic 

Food and Nutrition Council of America 

(IFANCA), a non-profit Islamic organization 

dedicated to the promotion of Halal 

Food, has developed a documented 

procedure that is consistent with HACCP 

and other quality assurance standards. 

The certification requires the review 

of a company’s HACCP, Good Manufacturing 

Practices, Sanitation and 

Operating Procedures, Shipments and 

Records. X Café’s corporate office is 

located in Princeton, Mass., and can be 

reached at 877-492-2331 or by visiting 

www.x-café.com. 



Ultimate Barista Ryan 

Dennhardt and Ultimate 

Barista Heather Perry triumph 

The Ultimate Barista Challenge® USA, a 

competitive coffee and espresso event 

designed to showcase talented barista, 

creative espresso beverages, delicious 

brewed coffee, entertain and educate 

brewed its way to the top at the 

International Restaurant and Foodservice 

Show of New York. with 18,000 

attendees. Ron Mathews, Event 

Director, International Restaurant & 

Foodservice Show of NY comments 

“The Ultimate Barista Challenge was 

well received which was no surprise. 

The event brings an element of 

excitement to the show floor, increasing 

coffee awareness all around. The 

Ultimate Barista Challenge is the 

preeminent coffee and espresso 

showcase and we are proud to include 

them in all our shows.” 

Baristi, plural of barista, someone 

who expertly prepares espresso and 

coffee drinks, from New York, Maryland 

and Pennsylvania converged on the 

Jacob Javits Convention Center to take 

their turns in qualifying rounds of Latte 

Art, Espresso Cocktail, Espresso Frappe 

and Best of Brew to attain a position as 

“challenger.” Once secure as a 

challenger, the barista, selected one of 

two Ultimate Baristi, either Ryan 

Dennhardt, Barista’s Daily Grind, 

Nebraska or Heather Perry, Coffee 

Klatch, California, in a one on one face 

off, ala Iron Chef, of stiff competition in 

dueling portafilters, steamy milk pitchers 

and twirling tampers each vying for the 

title “Ultimate Barista”. 

Latte Art Challenger Barista Greg 

Suekoff, of Caffe Pronto in Annapolis, 

MD was the only challenger to 

successfully garner an Ultimate Barista 

medal during the three days of 

Challenges. Ultimate Barista Ryan 

Dennhardt, successfully defeated the 

challenger in Espresso Cocktail 

Challenge, with his espresso cocktail 

comprised of espresso, vodka, fresh 

apple essence and cream served in an 

adorned martini glass. For more information, 

please visit their website at 

www.ultimatebaristachallenge.com 

continued on page 43




Developed in 2003 in response to the Coffee Crisis, Coffee Corps has become an established 

and integral part of the Coffee Quality Institute’s (CQI) model for sustainability. With a primary 

goal of increasing producer capability to grow and market to the specialty coffee industry, 

Coffee Corps naturally contributes to a robust supply chain that benefits not just the farmer 

but also the entire industry. 

Implicit in the programs’ goal, is the objective of helping small to medium farmers produce 

higher quality coffee and subsequently be rewarded for their efforts with higher remuneration. 

Often this remains a difficult concept to grasp, as it is unusual for an industry to work to 

increase the price of their inputs, but specialty roasters and retailers understand the necessity 

of helping ensure farmers earn enough to sustain their livelihoods and make investments in their 

futures. Otherwise, our industry may face supply shortages and everyone loses. Coffee Corps 

is unique in that it is literally the industry itself at work to ensure a prosperous future for us all. 

It is truly a win-win. 

About Coffee Corps 

Coffee Corps is a volunteer based program, matching industry experts with producers seeking 

technical assistance. As more and more volunteers complete assignments at origin, an increasing 

number of companies are recognizing the value of this unique program. By supporting 

assignments through direct investments and time contributions, there is an opportunity to give 

back while helping to build a sustainable supply of the type and quality of coffees needed in 

order for their businesses to succeed. 

Since its inception, Coffee Corps has provided direct assistance to more than 3000 farmers 

and other individuals working in the coffee industry. With an emphasis on training and education 

and “train the trainer” programs, many of these individuals have gone on to teach others 

in their communities; helping to expand Coffee Corps’ reach to tens of thousands of producers. 

Coffee Corps was initially developed with support of the United States Agency for 

International Development (USAID). The approach of USAID is to fund the first stages of a 

program with the ultimate goal of it living on its own. A significant measure of success is a 

program’s ability to continue and Coffee Corps is thriving with more assignments completed 

each month than ever before. 

Success Stories 

There are 168 Coffee Corps volunteers who have collectively logged more than 30,000 hours. 

With 136 assignments in 22 producing countries under its belt at the end of 2006, the impact 

of the program is evident in improved coffee quality and even more importantly, a greater focus 

and passion for quality in individuals throughout the value chain. 

An additional measure of success is present in the evolution of Coffee Corps from a beginning 

where there was a series of unrelated requests to its current state as a program with a 

well-developed infrastructure and focus on regional and national strategies for quality improvements 

and competitiveness. This strategic approach can be seen most clearly with Coffee 

Corps efforts in Eastern Africa, which have been some of the most significant in terms of the 

scope and scale of the work. Collaborating with the Eastern African Fine Coffees Association 

(EAFCA), CQI designed an extensive training program that has benefited thousands of coffee 

industry members in the ten countries represented by EAFCA. Additional examples of the 

impact of Coffee Corps include: 

Ethiopia 

Ethiopia is very important to the long-term quality improvement programs for Eastern Africa as 

well as the world. Holding the greatest diversity of coffee genetics in the world, Ethiopia is 

capable of providing a wide variety of quality coffees, many of which have yet to be 

discovered. 

Coffee Corps interventions in Ethiopia began through a partnership with ACDI/VOCA, a 

non-governmental organization (NGO) also working in the region. The work focused on coffee 


Improving Coffee and Changing Lives 

The Role of Coffee Corps in Strengthening the Supply Chain 

By Tracy Ging 

processing, in particular on natural (unwashed) processing. This turned out to be a strategic 

advantage for Ethiopia that translated into increased sales and higher prices as well as becoming 

a marketable attribute utilized by leading roasters. 

Coffee Corps volunteers went on to provide training that led to the successful establishment 

of the eCAFE auction, which has enabled buyers to purchase small lots of exceptional 

coffees and more importantly identify quality producers. Work continues to expand quality 

knowledge deeper within the value chain. CQI will be assisting in the first Ethiopian barista 

competition as well as an open outcry auction. 

Coffee Corps volunteers on assignment in Ethiopia include Willem Boot, Jim Cleaves of 

Dunkin’ Brands, and Chris Hallien of Coffee Enterprises. 

Kenya 

Kenya has very high standards for their coffee and through Coffee Corps cupping training, they 

have integrated basic Specialty Coffee Association of America (SCAA) cupping protocols into 

their systems. Just as important, they have changed the coffee trading law, which enables 

them to differentiate specialty coffees and to sell coffee directly to the marketplace. 

CQI, The World Bank, EAFCA, the Central Bank of Kenya and industry members are currently 

in the process of developing a two-year program called the “Know Your Cup Road 

Show”, with the purpose of instituting quality training deeper throughout the Kenyan producing 

regions. 

Coffee Corps volunteers on assignment in Kenya include Peter Giuliano of Counter Culture 

Coffee, Duane Sorenson of Stumptown Coffee Roasters, and Geoff Watts of Intelligentsia 

Coffee & Tea. 

Rwanda 

Rwanda has become the poster child for what can be achieved in a developing coffee origin, 

even more remarkable in the wake of the country’s recent violent history. Coffee Corps has 

played an integral part in rebuilding Rwanda’s coffee industry after much of the knowledge and 

expertise had been literally wiped out in the genocide. Partnering with Michigan State 

University’s PEARL Project, Coffee Corps sent its largest group of volunteers to improving 

improve processing techniques and train cuppers on quality standards. 

These assignments not only helped Rwanda become more competitive in the world marketplace, 

but they served as the catalyst for a renewed industry interest in Rwandan coffees. 

These volunteers were among the first to start buying more coffees from the country and at 

premium prices. 

Coffee Corps volunteers on assignment in Rwanda include Mane Alves of Coffee Lab 

International, Lindsey Bolger of Green Mountain Coffee Roasters, Willem Boot of Coffee 

Consulting & Training, Peter Giuliano of Counter Culture Coffee, Steve Leach of Diedrich 

Coffee, Ric Rhinehart of Groundwork Coffee, Jeremy Torz of Union Coffee Roasters, Timothy 

Tulloch of The the European Roasterie, Bob Stephenson of Kavanaugh Coffee, and Geoff Watts 

of Intelligentsia Coffee & Tea. 

The Future 

With eleven new contractual partnerships and industry investments, Coffee Corps is slated for 

ongoing work in Colombia, Ethiopia, Kenya, Malawi, Mexico and regional Central America and 

Eastern Africa. These broader-based initiatives are positioning Coffee Corps as an even more 

significant partner to the industry. With an emphasis on quality and a proven model of effectiveness, 

Coffee Corps is serving a dual role of creating a sustainable supply of quality coffee 

for the industry and improving the lives of those who produce coffee. Coffee Corps has thus 

become a program that has tremendous value to the industry today, as well as helping to 

secure a prosperous future. CT 





by Peter M. Guyer Water 


Water 

“Hey, it’s all about Money” 

Cause 

Marketing 

Is it Right for Your Business? 

By Ian M. Knapp 

Your water decisions will lead you to one place and that place is all about 

money. You have probably heard a lot of talk about water - water for brewing, 

ingredient water, recipe water and all the very expensive ways to get truly 

spectacular water for the best coffee, tea or beverage flavor profile. 

Companies large and small are linking their brand to a charitable organization or a worthy cause in Well, yeah… those of us who spend a lot of time expecting to serve fabulous 

hopes of raising brand awareness while simultaneously improving their company image. From autism to beverages are barraged by water equipment companies that have a vested interest 

breast cancer, aids to human rights, it seems nearly every enterprise has a cause. Many for-profit enterprises 

– including coffee, beverage and food marketers – are embracing cause-related marketing. Is this 

a strategy you should employ for your business? 

Cause Marketing can be defined as “a commercial activity by which businesses and the wider community 

derive direct societal and commercial benefits through marketing led activity.” In other words, 

in selling you a, what I like to call, “a water wall…an expensive water wall”. 

When I think of a good example of a wall, I enjoy visualizing The Great Wall of 

China! History buffs will know that the Great Wall was built as a defense against 

invaders. And how does this relate to water you might ask…well, let me explain, 

both the business and society prosper. 

grasshopper! Water is not a global problem, water is a local problem. Water is a very 

Some of the benefits derived from cause marketing include: 

aggressive solvent and can be the worst invader you will encounter in the world of 

• Access to non-profit’s membership list 

beverages. Tame bad water, make it your friend not your enemy. You want water 

• Joint branding opportunities 

• Celebrity testimonials and endorsements 

• Event participation 

• Increased consumer loyalty to the brand 

The key success factor in implementing a cause related marketing strategy is to apply all available 

resources to solving the problem at hand, and not on making a huge marketing splash. An appropriate 

that will complement your flavor choices. So regardless of how many business units 

you operate your water issues will be specific to each single unit site. I know 

everyone would like one answer for his or her water choices however, that is 

impossible. 

The best answer? Let’s start with certain questions that can and should be 

and comprehensive answer to the problem has the potential to generate a higher ROI, sales leads and asked before you make decisions for each site. Based on these questions you can 

goodwill. 

learn what you really need. These questions are your defensive wall, like the Great 

Cause marketing will succeed if you choose a non-profit partner with a strong resemblance in goals, 

intentions and strategy. Both the business and the cause must be aligned. If not, then maintaining a high 

level of integrity is difficult. Integrity is very important because it enables both the business and the nonprofit 

cause to focus on their charitable or societal objectives and not in making good public relations or 

higher sales. 

Wall. 

First, ask all of your beverage equipment makers; what are the parameters for 

water for the best flavor profile and preservation of your beverage machineries 

integrity. Remember your beverage equipment is very expensive and the last thing 

Here are 10 steps to developing and implementing an effective cause marketing program: 

you want to do is blow the warranty on a piece of valuable equipment. The company 

• You can’t fake concern; keep in mind that cause marketing is only worthwhile – and only effective – 

when your passion is sincere. Marketing gimmicks will backfire. 

• Choose your cause strategically. Search for a single charitable cause that you and your employees 

believe in, as well as one that helps advance your business objectives. For instance, a company may 

choose an educational cause to ensure it has a continuing pool of well-educated workers. Microsoft, for 

that sells you your beverage equipment is one of your strongest allies…they want 

you to be happy and serving exquisite drinks, not discussing chronic maintenance 

issues and serving you with big service bills. 

Second, call your local water authority and ask them for all the water science 

example, heavily supports education causes. Endangered Species Chocolate, which sources its cocoa analysis of the potable water program where your business is, or will be, sited. Ask 

beans in Nigeria, promotes its “ethically traded coffee.” A portion of their profits are returned to the the water authority how often and when they change wellheads, ask them if they 

farmers for school supplies and village water pumps. Other companies seek issues that align with their 

products, services or geographic service area. Others look for issues that resonate with niche audiences 

or that differentiate them in the marketplace. You may want to consider choosing an emerging issue. 

This way, your company will be a pioneer rather than just another in a list of companies. 

• Create a plan of action that targets real problems and brings benefit. 

change the chemicals used seasonally because of rain, runoff or melting snow. If 

you do not understand, call the government water specialists and tell them your 

equipment parameters and they should be able to help you! 

Your expectation for excellent flavor is reflected in constant flavor decisions; 

• Perform due diligence. Once you have identified the cause, check out the individual charities involved in great beans and roast, great machinery and knowledge, the best tea leaves and a 

that cause just as you would any other strategic ally. Do they deserve your support? What is their pub- need and a desire for clear ice. So should you include water knowledge in that 

lic perception? Are they well run? What are their objectives, goals, successes and failures? Who are their 

executives and board members? Do they have any complaints lodged against them? How much of their 

money goes to salaries and overhead and how much actually gets to those it serves? Are they capable 

of helping you access intended target markets? 

process? Of course! 

Water knowledge can assist you in picking a site. If you have two sites with 

similar demographics pick the one with the best water! Be defensive about water, 

• Establish Goals. Now that you have selected your charity, determine what it is you want to accomplish choose an independent lab, test your water for TDS, pH, chlorine and alkalinity, do 

with your involvement from a business perspective. There are tangible and intangible goals you can this often, and test according to the information your local water authorities give 

reach through cause marketing. Set your goals and then determine what resources, both time and 

money, to budget for the cause. 

• Don’t be afraid of entering into a short-term cause-related marketing campaign if it makes sense for your 

business. In general, however, a long-term cause-related marketing campaign can give your brand more 

credibility. 

you. The end result is that you may find you will need a simple carbon filter for the 

removal of excess chlorine or you may find you need more complex solutions. 

I always suggest that if you start feeling like you are getting overwhelmed with 

high dollar equipment quotes, hire an independent water consultant. Water 

• Communicate. Develop a simple, direct and compelling message that not only explains the cause but consultants should get no commission for representing equipment. Water 

the reason your company is involved. Then, promote the cause in customer mailings and in your adver- consultants have years of water science experience. Water science is not a new 

tising. Create joint events with your nonprofit partner to attract customers, prospects and media coverage. 

• Encourage employee participation in your campaign, as research shows that cause marketing’s success 

is tied directly to the enthusiasm of those working on it. 

• Remember, cause-related marketing is still about marketing. Keep your business objectives in mind and, 

science; the answers to all problems are available. However, the equipment you 

require may include several companies’ equipment as there is no universal answer 

from any one water equipment company. Your water consultant will be able to 

connect you to the best service organization for your situation and do not be 

even though you are working with a nonprofit, don’t neglect your bottom line. For example, many surprised if the service organization or service person is not affiliated to a water 

banks link their brands to the affordable housing cause. This makes good business sense, since banks equipment company. Some of the biggest water equipment companies have no 

offer home mortgages. They do well by doing good. 

• Walk the talk. Do not deviate from your original cause and principles. Maintain your integrity. 

Selecting and supporting the right cause for your company can build profit, brand equity, as well as 

employee and customer loyalty, while improving the world. Consumers are very sophisticated, however, 

service organizations and rely on independent service specialists. So in fact, water 

consultants are your advocates and they will be your best defense in a complicated 

water situation. The water consultant who specializes in the beverage industry is 

and cannot be fooled by insincere marketing campaigns. Support a cause passionately and help it achieve your “Great Wall”. 

its goals, and you too will be rewarded. CT 

Don’t wait and end up fouling your machinery because you did not know about 

Peter M. Guyer is the Founder and President of ATHENA MARKETING 

INTERNATIONAL (www.athenaintl.com), an international marketing, consulting 

your water, get real answers about your water and save big money. CT 

and business development firm serving food and beverage manufacturers. 

Ian Knapp is a water Consultant and Director of Intrusion Solutions, Inc., 

Tel. (206) 749-9255. 

www.intrusol.com, and sponsors of the Ultimate Barista Challenge. 





by Lisa Olson 

The Power 

of Direct Mail 

Q. What can you tell me about direct mail? We’re considering doing some mailers 

but aren’t sure how to get the most out of it. - John Keller, Santa Fe, New Mexico 

A. First let me dispel a couple myths and ways to avoid getting trapped by them and then I’ll 

give you eight fundamentals to guide you. 

Myth #1 - Direct mail does not work. This ingenious conclusion is arrived at by the fact 

that you and I throw most of the mail we receive in the recycling bin. The truth is that 90 out 

of 100 people may throw your mailing in the bin, but if five people glance at it, five more read 

it and one of those five buys from you - you may well have a highly profitable mailing. 

Big companies bombard you with mailings because they work. These companies have 

spent a fortune testing and fine-tuning their mailings - they know what works and what does 

not. It is true that a significant amount of direct mail does not work - and that tends to be the 

mailings conducted by people who just buy a list and send something out without really 

understanding whydirect mail works. 

Myth #2 - There is a magical percentage that you can expect to respond to your mailing. 

First of all, the price of what you are offering plays a significant factor. If you are selling CDs 

at $9.95, you will probably get a different response rate than if you are selling million dollar 

yachts. In that same vein, less expensive items usually require fewer touches in the sales 

process to make the sale than more expensive items that often require more touches and from 

different sources. Secondly, it is not the percentage response that counts - it is whether the 

mailing is profitable or not. Thirdly, and perhaps most importantly, nobody can ever predict 

the response from a direct mail campaign. This is why TESTING is absolutely imperative in 

direct mail. 

You should never embark on a direct mail campaign without testing it on a small scale 

first because 1) the beauty of direct mail is that it is statistically very predictable and 2) there 

are many variables that can be changed that will change response. 



If you send out 2000 letters and get 20 responses - you can predict with some certainty 

that if you send out 4000 letters (to the same group with the same mailer) you will get 

somewhere in the region of 40 responses. Consider if you change the offer, do a self-mailer 

instead of an envelope, etc. each can change how many people will respond. 

Far too many people spend a fortune on a glossy brochure, mail out 10,000 copies to a 

dodgy list, get a terrible result then say that direct mail did not work and blow their full 

budget. So always test your mailing on a small scale first. It needs to be small enough to be 

an amount of money you can afford to lose if it does not work out - but large enough to be 

able to hopefully generate at least enough responses to make it worthwhile. 

Any mailings you consider will fall into two categories: existing customers and potential 

new customers. 

You have a list of past and existing customers, so start by mailing to them first. This list 

becomes your database and therefore a goldmine of untapped profits. 

Using direct mail to attract new customers is an art and science in itself - and you may 

want to bring in outside help - but there are some fundamentals that you will want to follow. 

• Test any direct mail campaign for new customers on a small scale before 

rolling it out. 

• Consider testing rented mailing lists relevant to your target group. There are thousands of 

highly accurate mailing lists that can be a great way of reaching new people. Tap into trade 

associations or businesses that have complimentary products. 

• Always include a letter with any brochure you send – typically it will increase the response 

rate. 

• Make sure that the contents of your mailing focus on the benefits of your product or service. 

You want it to be about your potential customer and what you can do for them rather than 

just being about you. 

• Do not limit direct mail to pure selling. You can use it to say ‘thank you’ to customers. You 

can use it to ask for referrals or to introduce your customers to a company you have partnered 

with. Newsletters are a great way to “touch” your customers. Just be sure you give 

fresh information, rich information, not a story about staff changes. 

• If you repeat a successful mailing three weeks later, you can expect a response rate around 

50% of the original. 

• Test mailing postcards - they are cheaper than a normal mailing and in some cases will 

produce a higher response rate. 

If you follow up a mailing with a phone call you can increase the response rate by up to 

1000% 

Direct mail is a huge subject - but these principles should help you get a start on your 

next campaign and avoid costly mistakes in the future. CT


NewsBites Continued from page 36 

Big Train launches Sereno TM 

Organic Liquid Chai Big Train®, Inc. 

announced the 

launch of 

SerenoTM, a 

p r e m i u m 

organic liquid 

chai concentrate 

targeted 

towards the coffeehouse and foodservice 

segment. With a balanced blend of 

spices and tea, Sereno TM delivers the 

classic chai taste served both hot and 

over ice. The product will be offered 

nationwide in a 32 ounce Tetra Pak. The 

May 2007 Sereno organic chai 

concentrate launch will be supported 

with a integrated marketing program 

that includes national print advertising, 

point-of-purchase displays, an interactive 

Web site at www.serenochai.com, 

sampling programs and tradeshow 

exhibits. SerenoTM will launch its 

tradeshow sampling program at the 19th 

Annual SCAA Tradeshow Conference at 

the Long Beach Convention Center May 

4 – 7, 2007. SerenoTM will be available 

by calling Big Train at 800-244-8724 or 

through your distributor. 

IndependentCoffee.Org 

Stanton Coffee Roasters & Tea in 

Indianapolis announce the launch and 

development of the website 

IndependentCoffee.Org. The first fully 

focused website with forums directed 

specifically to help Independent Coffee 

Shops. IndependentCoffee.Org was 

created with the mission to promote 

communications between Independent 

Coffee Shop Owners on topics that 

affect us all – from finding the perfect 

cup to use in your café to how the ‘C’ 

Market affects the price of coffee. If you 

are interested in listening to the podcast 

or joining the IndependentCoffee.org 

forum go to the website and sign up. 

The forums are open for all to view but 

to post you must be a member 

Maestro and Maestro Plus 

grinders just got better 

Baratza, LLC is happy to announce that 

the Maestro and Maestro Plus 

grinders along with the Virtuoso will be 

sold under the Baratza brand. The 

Maestro and Maestro Plus have been 

crowd pleasers since they were 

introduced in 2001 and 2003 

respectively, and now they have been 

upgraded with many new features. The 

stylish design, conical burrs, and the 

ability to grind for any style of coffee 

will still be trademarks of these popular 

grinders. 

Sheldon Bass, CDC, retires 

Coffee Distributing Corp. of Garden City 

Park, New York announced today the 

retirement of Sheldon Bass, one of the 

firms sales managers. Mr. Bass, a 

Harvard University graduate, became a 

significant figure in the office coffee 

industry in 1988 when he was appointed 

President of Dell Coffee Service, a 

leading New York area OCS firm. He 

served as President of the National 

Coffee Service Association (since 

merged with NAMA). Mr. Bass was 

instrumental in introducing Flavia 

Beverage Systems to the U.S. market. 

CDC President Bob Friedman credits 

Bass with contributing invaluable advice, 

leadership and keeping order in a sometimes 

unruly sales department. He stated: 

“CDC has enjoyed tremendous 

growth over the past decade and we 

owe much of our success to the insights 

and leadership of Shel Bass. Everyone 

at CDC will miss him dearly.” 

Culinary World at SCAA Annual 

Conference 

For the Specialty Coffee Association of 

America (SCAA), it’s a no-brainer that 

great restaurants need great coffee. But, 

from May 4 - 7, the SCAA will go 

beyond the basics and present the culinary 

world with valuable specialty coffee 

intelligence at SCAA’s 19th Annual 

Conference & Exhibition at the Long 

Beach Convention & Entertainment 

Center, Long Beach, Calif. As the specialty 

coffee industry’s premier conference, 

the event will take an in-depth, 

educational approach to coffee and its 

significant relationship with cuisine. The 

conference’s “Culinary Pathway” track 

will feature renowned food writers, 

authors and experts to help businesses 

succeed. Chefs, restaurateurs and food 

service professionals are invited to 

attend the conference and join SCAA, 

the world’s largest coffee trade association 

with member companies from over 

40 countries. 



by Jimmy Sneed 

The 

Jean-Louis 

Palladin Foundation 

FG! NewsBites 

Primera Technology’s new 

LX400 Color Label Printer 

Print labels with Primera Technology’s 

new LX400 Color Label Printer. The 

LX400 inkjet prints full-color images and 

photos on labels. Print resolution is 

photo-quality at 4800 

dpi and printed 

labels are waterproof 

and scratchproof! 

Many food 

service restaurants 

and shops are using 

the LX810 to 

print custom 

product labels for salads, water bottles, 

desserts, pasta and more.LX400 comes 

equipped with printer drivers for 

Windows and Macintosh along with 

label design software called NiceLabel 

SE, Primera Edition. Primera’s LX400 

sells for just US$1495.00 (MSRP). For 

more information, contact Primera 

Technology; Phone: 800-797-2772, 

www.primeralabel.com. 

Most chefs can tell the difference between good and bad product. Surprisingly 

few can tell the difference between good and great. And that number seems to be 

shrinking, as evidenced by the amount of awful ingredients being sold by the big 

suppliers. Thus, this may be one of the most important columns I have written. It’s 

about the incredibly important bond between the producer and the chef. 

I learned my lesson early in the kitchen of Jean-Louis Palladin of Jean-Louis at 

Watergate, as purveyors paraded through the tiny kitchen. One foraged for 

mushrooms. Another grew micro greens and herbs before the industry knew what 

they were (he put each handful into a plastic bag and blew it up to form a protective 

bubble). Heart of palm was delivered in the form of logs. Scallops, still in the shell, 

were hand harvested by divers in Maine wearing those huge bell helmets. Foie gras 

was being produced in California, with Jean-Louis’ help, and squid ink became more 

important than the squid. Product was king and the producers were our heroes. 

Much of this you take for granted today, but in the early 80’s it was new, and 

exciting. 

From there the food supply has grown in two directions: There’s the really 

Hatco’s newest 

mini display 

warmer has 

magnetic 

appeal 

Hatco® has introduced 

its Model 

good, and the really bad. Sure, you can buy unbelievable artisanal cheeses but 

MDW, a Mini 

chances are good that your pizza is topped with imitation cheese product. You can 

have carrots that spent 80 nurturing days in the soil or you can have Chernobyl 

Display Warmer 

with an attractive twist: Its three 

shelves are magnetically adjustable for 

carrots that look like they should be cooked on a spit. And try finding a pungent horizontal and slanted display. This gives 

truffle, even in France. 

owners more flexibility in displaying 

products like sandwiches, cookies and 

Jean-Louis understood that the bond between producer and chef must be croissants, scones, and muffins. The 

preserved. Whenever he came across a great product he would get on the phone units are designed to draw attention and 

and start calling other chefs, encouraging them to buy it. He wanted these great 

spur profits in convenience stores, 

coffee shops, restaurants, recreational 

craftsmen to thrive. Many purveyors today will tell you that Jean-Louis was facilities, and theme parks–anywhere 

instrumental in their success. When he couldn’t find what he needed here he, um, with limited counterspace. For added 

finessed it. Ok, he smuggled it in: Ortolan by the suitcase full, feeding machines to 

visual appeal, an optional hood with 

backlit sign cutout can be rotated to 

help the ducks produce foie gras, and melon seeds that gave us what is now known face any side. The new Mini Display 

as the Palladin melon. 

Jean-Louis died five years ago, but what he left behind is vital to fine dining. 

Warmer is available in 6 Designer colors 

on the top, posts, and bottom trim: 

Warm Red, Gray Granite, White Granite, 

To make sure his legacy endures, friends and grateful chefs have formed the Jean- Navy Blue, Hunter Green, and Black. For 

Louis Palladin Foundation (www.jlpfoundation.org.). Its mission is to educate and 

inspire cooks to seek out the best product available. To accomplish this, the 

more information, contact Hatco 

Corporation at (800) 558-0607 or (414) 

671-6350 or visit their web site at 

foundation offers internships with producers. Qualifying cooks are sent out for 

weeks at a time to learn about the foods that they may have taken for granted. 

Imagine what happens when an enthusiastic cook spends a month with John and 

Suky Jamison, raising some of the best lamb on the planet. How much do you think 

a cook can learn by spending months growing vegetables, organically, with Farmer 

Jones, or going out for two weeks at a time on a scallop boat? These cooks will 

return to their kitchen with an enthusiasm and knowledge of the product that cannot 

be taught in school. They will become lifelong proselytizers of great ingredients. 

This may very well be the cure in the battle against crap product. 

Jean-Louis forever changed how we view and respect that which the growers 

work so hard to produce. He was much more interested in finding a new ingredient 

than he was in winning awards. The Jean-Louis Palladin Foundation needs your help 

and support. By joining you will be part of the solution. Make a donation, hold a 

fund raiser. Nominate a cook for an internship, or apply for one yourself. Learn 

www.hatcocorp.com. 

good from great and for god’s sake, do not accept mediocrity. CT 

the web: www.structuralconcepts.com. 



American Metalcraft offers a bit 

of the bubbly 

American Metalcraft is expanding its 

Glacier line of colored glass bowls and 

platters to include some intricately 

designed platters that feature bubbled 

glass. Tinted an elegant green, each 

piece is truly a work of art and is 

designed to enhance all types of banquet 

tables and buffets. For more information 

on American Metalcraft’s new Glacier 

Bubble Glass Platters, contact American 

Metalcraft, 2074 George Street 

Melrose Park, IL 60160; (800)333-9133 

www.amnow.com 

Three promotions announced at 

Ventura Foods, LLC 

Brea, CA Ventura Foods, LLC announces 

three promotions within their sales 

organization effective January, 2007. 

Brian Brintle has been promoted to 

Director Strategic Sales Development – 

National Accounts Department. Brian 

has been with Ventura for over 8 years 

and has worked in both distributor and 

operator sales. Pete Goldsberry and Don 

Meyer have each been promoted to Vice 

President – Corporate Chain Accounts, 

East and Central Regions, respectively. 

Mr. Goldsberry has been with Ventura 

for nine years and Mr. Meyer for eleven. 

Both have previously served as 

Marketing Business Development 

Manager as well as a Director of 

National Accounts in their regions. 

Dannon® Company 

launches Danactive 

in foodservice 

Following the successful 

launch of Activia® in 2006, 

The Dannon Company, Inc. 

announced today the introduction 

of DanActive to 

U.S. foodservice. The 

newest addition to 

Dannon’s line of probiotic cultured dairy 

products, DanActive helps to strengthen 

the body’s defenses when consumed 

daily. Available in Strawberry, Vanilla, 

Blueberry and Cranberry Raspberry, 

DanActive, is a 3.3 fl. oz. cultured dairy 

drink that can be enjoyed as part of a 

balanced breakfast or anytime throughout 

the day. For more information, 

please visit www.dannon.com. 

Harmony® display cases fit through 

36” door openings. 

The new Harmony® series from Structural 

Concepts is a line of narrow—less than 34” deep—bakery merchandising display 

cases, designed to glide easily through standard door openings. The line includes 

refrigerated and non-refrigerated service cases. Harmony also offers combination 

cases with an innovative baffle system that converts refrigerated display areas to 

non-refrigerated, creating the ultimate in merchandising flexibility. For further 

information, please contact Structural Concepts at 888 Porter Road, Muskegon, MI 

49441. Phone: 231-798-8888 or toll free 800-433-9489; fax: 231-798-4960. On




Advertiser Listing SCAA 

Company ..................................Phone .................Web Page....................Page # .........Booth# 

Action Pac Scales & Automation.........805-487-0403..........www.actionpacscales.com..............46 .................150 

Agtron, Inc. .........................................775.850.4600..........www.agtron.net .............................17 .................1037 

Alcohol Controls Inc.............................800.285.2337..........www.alcoholcontrols.com...............43 

America’s Food Technologies, Inc./ 

AMFOTEK”.......................................708.532.1222..........www.amfotek.com .........................33 .........see our web 

Anchor Free.........................................877.869.4731..........www.anchorfree.com......................17 .................483 

Armeno Coffee Roasters......................508.393.2821..........www.armeno.com...........................35 

Astoria-General Espresso 

Equipment Corp................................336-393-0224..........www.astoria.com ...........................47 .................1643 

Aviva Tea ............................................877.255.1473..........111.yerba-mate.com .......................37 

Barista Works......................................800.965.0626..........www.baristaworks.com..................25 .................637 

Big Train Inc........................................800.BigTrain.............www.bigtrain.com ..........................48 .................730 

Boyd Coffee Company .........................800.545.4077..........www.BOYDSCOFFEE.com...............35 .................1020 

Bridge Specialty Carts.........................888.666.0966..........www.bridgecarts.com.....................47 

BriteVision...........................................877.479.7777..........www.britevision.com ......................39 .................1948 

Brugo Mug by Jolex.............................708.952.4700..........www.brugomug.com.......................27 .................1457 

Cafe de El Salvador .............................503.2267.6600........www.salvadorancoffees.com ..........33 .................1435 

Café Femenino Foundation...................360.666.8725..........optco.com/cafe_fem/CF_foundation_sumatra.html 

42 .................643 

Coffee Fest .........................................800.232.0083..........www.coffeefest.com ......................23 .................736 

Coffee Holding Company .....................800.458.2233..........www.coffeeholding.com .................33 .................1307 

Coffee Hows .......................................919.771.7752..........www.coffeehows.com....................25 

Comfort Grip Wrap ..............................312.337.0072..........www.comfortgripwrap.com ............46 .................2061 

Cup for Education................................800.458.2233..........www.cupforeducation.org...............46 .................1307 

Cup of Excellence ................................406.542.3509..........www.cupofexcellence.org ...............46 .................1652 

Da Vinci Gourmet Syrups.....................800.810.3752..........www.davincigourmet.com...............2 ...................1339 

Design & Layout Services....................800.471.8448..........www.designlayout.com...................47 .................1553 

Dr. Smoothie .......................................888.466.9941..........www.drsmoothie.com .....................29 .................668 

Eagle Web Press..................................800.800.7980..........www.eaglewebpress.com ...............31 

Elan Organic Coffees ...........................619.235.0392..........www.elanorganic.com.....................29 .................1314 

Espresso Specialists, Inc......................800.367.0235..........www.esiespresso.com ....................47 .................719 

Everpure ..............................................800.323.7873..........www.everpure.com.........................47 .................1503 

F. Gaviña & Sons.................................800.428.4627..........www.gavina.com ............................35, 37...........449 

FAB/ Frosty Acres Brands....................678-356-5408..........www.frostyacres.com ....................41 

Faema ................................................. +39.02900.491.....www.faema.it.................................27 .................1049 

Frey-Moss Structures ..........................800.366.6385..........www.frey-moss.com.......................19 .................256 

Georgia Pacific-Dixie............................800.257.9744..........www.dixiefoodservice.com .............15 .................1858 

Grand Avenue Chocolates....................877.934.1800..........www.grandavenuechocolates.com ..21 .................248 

Great Northern Coffee Company..........800.216.5323..........www.greatnortherncoffee.com .......35 

Java Jacket.........................................800.208.4128..........www.javajacket.com ......................31 .................727 

JavaMania Coffee Roastery Inc...........815.885.4661..........www.javamaniacoffee.com.............35 

JoeGlo.................................................866.563.4567..........www.joeglo.com .............................47 .................2063 

LBP .....................................................800.545.6200..........www.lbpmfg.com............................21 .................2028 

Millrock ...............................................800.645.7625..........www.millrock.com ..........................23, 43, 47 

Monin Gourmet Flavorings ...................800.966.5225..........www.monin.com.............................5 ...................819 

Mont Blanc Gourmet............................800.877.3811..........www.montblancgourmet.com..........15 .................1140 

Nature’s Best Coffee...........................506.239.2773..........www.naturesbestcoffee.com ..........3 

Organic Products Trading Co. ..............360.573.4433..........www.optco.com .............................29 .................941 

Pacific Bag, Inc. ..................................800.562.2247..........www.pacificbag.com ......................46, 47...........826 

Probat Burns, Inc.................................901.363.5331..........www.probatburns.com....................9 ...................827 

Quikserv Corp......................................800.388.8307..........www.quikserv.com .........................37 .................641 

Service Ideas, Inc. ...............................888.999.8559..........www.serviceideas.com ...................47 .................1055 

SMD Trading Co. Ltd...........................800.319.8906..........www.smdtrading.com.....................25 .................2262 

Stanton Coffee....................................866.280.1230..........www.stantoncoffee.com.................35 

Stauf’s Coffee Roaster........................800.778.2837..........underconstruction ...........................31 

Techni-Brew International....................800.223.8211..........www.boyds.com.............................47 .................1021 

Tetra Pak Inc.......................................940.565.8927..........www.tetrapak.com.........................37 .................462 

The Roasterie, inc................................816.931.4000..........www.theroasterie.com....................35 .................1636 

Torani..................................................800.775.1925..........www.torani.com .............................7 ...................549 

Visions Espresso Services....................206.623.6709..........www.visionsespresso.com/ .............46 .................642 

Vita-Mix Corporation............................800.437.4654..........www.vitamix.com/foodservice ........11, 45, 47.....1310 

Wilbur Curtis .......................................800.421.6150..........www.wilburcurtis.com....................13 .................849 

Zoka Coffee Roaster ...........................206.217.5519..........www.zokacoffee.com .....................14 .................2037

April 2007 CoffeeTalk - CoffeeTalk Magazine

You also want an ePaper? Increase the reach of your titles

Delete template?

Save as template?