This Month:: Water Quality

June 2013
Vol. XXVI No. 6
www.CoffeeTalk.com
See Coffee Fest

Listings page 28
Water Quality
Essential for a Quality Cup
page 10
Training in the 21st Century
24
Social Media for

Small Business
Change Service Requested
14
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This Month:
Contents
The View
10
Water Quality
12
Commercial Coffee Brewing Systems
14
16
12 Commercial Coffee Brewing Systems
Retailer Success
Take Time for Training
18
A Master's in Coffee
18
Top 10 Tips to Avoid Expensive

Mistakes Before Signing a Lease
20
Crimson Cup Coffee House
22
Coffee Education
24
Social Media for Small Business
26
Newsbites
28
Advertiser Index
28
Coffee Fest Exhibitor Listings
14 Training in the 21st Century
24 Social Media for Small Business
Who We are
Owners
Publisher/Advertising/Owner
Kerri Goodman-Small, ext 1 | 877.426.6410 | 206.795.4471
kerri@coffeetalk.com
Editor in Chief/Owner
Miles Small, ext 2 | 206.795.2835
miles@coffeetalk.com
International Development
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rocky@coffeetalk.com
Design
Print Design
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marcus@coffeetalk.com
Administrative
Web Design
Justin Goodman, ext 6
justin@coffeetalk.com
Administrative Director
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john@coffeetalk.com
Publisher Assistant
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lynn@coffeetalk.com
Social Media
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odyssea@coffeetalk.com
Editorial Support
Jessica Tanski
jessica@coffeetalk.com
Mailing Info
Feature
Water Quality
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4
June 2013
Professional
Memberships
ITS TIME FOR
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the Quiet One.
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Kerri Goodman-Small & Miles Small
The View
his July, we once again make our magazine

available to NGOs and non-profits to strut
their stuff. Our Making a Difference
issue is one of those times that we give over our
audience to those organizations that are working
hard for all of our benefit to improve the quality
of life for folks across the coffeelands.
It seems like only a couple of months ago that we
last published the Making a Difference issue for
2012 and now once again, here it is. But really, so
much has changed in our world that is making life
more difficult for smallholders:
1. Climate Change probably no other danger
to growers is more compelling. In this last
year it has become apparent that the tropics
have reached a tipping point in the advance
of adverse climate.
a. The Andean range is losing its snow
pack at an alarming pace as the average
temperature range rises and reaches
into higher altitudes. Snowmelt is the
lifeblood of the lush growing areas
of the eastern slope of the Andes
throughout Bolivia, Peru, Ecuador, and
Colombia.
b. The rising temperatures in the tropics
are causing shifts in the high altitude
atmospheric rotation, which is pulling
frigid air from the poles closer to the
tropics. (Think Brazil, Tanzania, and
Mexico)
c. Another record hurricane season is
predicated in the Atlantic that not only
will potentially cause increased damage
to crops during the blossom season for
coffee, but more importantly, massive
destruction of infrastructure and
heartbreaking loss of life and livelihood
in the tropics, as well as significant

disruption of shipping in the Gulf.
d. The cyclonic monsoon rains so
predictable in the past are now fiercer
and more variable, missing some parts
of the world and drowning others.
(Think India and ultimately Central
America)
e. The typhoon season in the Pacific is
shaping up to pound Indonesia, the
Philippines, and Southeast Asia with
the accompanying massive loss of life
and infrastructure. The coming typhoon
season is compounded with an El Nino
that is predicted to be neutral increasing
rainfall in the South Pacific and South
China Sea (which may actually be good
news to the western coasts of Latin
America but not so good news for the
Andean snowpack.)
f.
Continuing reduced moisture and rising

temperatures in the Sub Sahara is not
only threatening average rainfall levels
in the highlands of Ethiopia and Uganda
but also water levels in the Great Rift
Valley lakes. Food security is a rapidly
growing issue as populations have little
flexibility and resilience against sudden
crop loss and reduced fish stocks.
2. La Roya (leaf rust) changing conditions

have facilitated the rapid expansion of
leaf rust throughout Central America
decimating the current crop and potential
future crops by weakening the coffee trees
vitality. The potential that the United States
leading coffee supplying region may no
longer be able to support coffee growing on
a macro scale has become possible.
3. The rapid consolidation of coffee

production into four major supplier
countries threatens to shift the
prioritization lesser supplier countries place
on coffee as an export product and instead
focus on internal consumption. This year
four countries (Brazil, Colombia, Vietnam,
and Indonesia) account for 67% of all the
coffee exported this year. This gradual
shift toward a small club of producing
countries is made more dramatic when
one considers that the next six countries
on the list represent 23% of the coffee
exported this year that is 90% of all the
coffee produced this year came from only
10 countries! The potential threat this poses
to the international supply chain cannot be
overstated. Political unrest, natural disaster,
infrastructure collapse, food insecurity,
and other potential events can have an
immediate negative effect on both large
and small growers, and of course on the
reliability of the supply chain.
So this year there is much to consider. The human
cost of these and other potentialities is dramatic
and terrible to consider. The organizations both
large and small that will present next month are
on the front line of these and other causes. Please
tune in next month to learn about their purposes
and goals and if you are moved to action donate
money or time (or both) toward them. They are
the heart of our industry.
As in past years, the organization that has the
most click-thrus from their article to their
website will receive a $1000 cash donation from
CoffeeTalk Media so get clickin.
Calendar
Apr 27-May 5
Ka'u Coffee Fest, Ka'u, HI
June 6-8
China International Food Industry Trade Fair, Beijing, China
Apr 28-May 1
ACF Central Regional Conference, Little Rock, AR
June 7-9
Coffee Fest Chicago, Chicago, IL
May 7-9
Australian International Coffee Awards, Melbourne, Australia
June 7-9
World Tea Expo, Las Vegas, NV
May 18-21
NRA Show, Chicago, IL
June 23-24
SW Foodservice Show, Dallas, TX
May 22-26
Thaifex, Bangkok, Thailand
August 1-3
Cumbre Latinoamericana del Caf, Puebla, Mexico
May 23-26
Melbourne International Coffee Expo, Melbourne, Australia
August 15-18
13th Annual Roasters Guild Retreat, Roanoke, WV
June 4-6
International Food Exhibition, Guangzhou, China
August 18-20
Western Foodservice & Hospitality Expo, Los Angeles, CA
June 5-8
Ultimate Barista Challenge, Surabaya, Indonesia
August 18-20
Expo Comida Latina, Los Angeles, CA
8
June 2013
from crop to cup.
from field to table.
Coffee beans come from plants. So should your sweetener.

Serve Americas best-selling natural zero-calorie sweetener*
Available in 8 SKUs to fit your needs. Discover more at truvia.com/foodservice, contact
your Cargill Truvia foodservice representative, or call 1.855.855.2362 for more information.
*Source: AC Nielsen All Outlets, 52 weeks ending 24 Nov 2012
2013 Cargill, Incorporated.

All Rights Reserved. Truvia
and honestly sweet are registered
trademarks of the Truvia Company LLC.
Water Quality
by Jessica Tanski
he water pot bubbles to indicate that its contents are ready, the filter is
perfectly in place, and your favorite Chemex, Hario, Melitta, or other PourOver brewer awaits underneath. Ready? Pour!
The pour over method is becoming widely adapted around the world. From chain
coffee shops like Starbucks to independent cafes, the pour over method is being
utilized to its full potential with growing popularity. This method also allows java
junkies to craft a cup of coffee at home with a gourmet coffee shop feel.
However, while the method itself seemingly looks easy, its looks can be deceiving.
There are many factors and variables that need to be taken into consideration to
ensure the perfect pour over brew. The most important variable: water.
Ronit Erlitzki, a marketing professional from Selecto Scientific says, Since the
water path to everyones faucet is different, everyones water quality is different.
In the pour over method it is evident that shops

must treat the water before brewing. The pour
over is not similar to an espresso machine in that
the machine itself helps with the filtration of the
water. In a pour over, the water is brought up to
temperature and then simply poured over the
coffee grounds. There are companies that offer
systems to accommodate water preferences.
This leads me to my biggest argument. Since every coffee shops water is different,
one single machine will not conform to every shop. It is extremely important to
get your water tested to see what is hiding in your water. It is the most important
thing to getting a good pour over brew. There are a few ways you can do this.
Parker suggests, Depending on your input water, depends on which system to

use. A reverse osmosis unit with a blend capability is a good choice. Without the
blend, it will take out all of the minerals. A blend feature allows you to maintain
the minerals you want.
Scott Guglielmino, a product manager from La Marzocco USA says, Never

purchase a filter or a water unit from someone who has not tested your water.
How will they know what they are filtering for? Guglielmino is the leader of the
water team at the company and will be speaking about the interactions between
water and coffee at the Nordic Barista Cup in September.
Fralix, from MAVEA recommends their PURITY Quell ST filter. It is A single

customized filter medium that targets ions in the crude water that cause lime scale
build-up. It results in partial demineralized water for use in areas where carbonate
hardness levels may be considered too high and the added mineral content in the
water is not considered critical.
Tim Hibbs, a business development expert with OptiPure suggests making a

simple phone call to your water company. It is the best way to get a year-round
snapshot of specific minerals, water characteristics, and seasonal changes.
This filter system comes in three different sizes and capacities depending on what
the coffee shop is interested in and what their coffee output is.
When dealing with water, it is important to note that everyones water is different.
And I am not just talking about between cities and across states. You can live in
the same city and still have different water than your competing coffee shop just
three city blocks to the north.
OptiPure prefers to use a Hach Titration Kit, called Total Hardness Test Kit,
Model 5-EP when specifically looking for the mineral content in water. It is
offered on the Hach website for under $30.
However, Hibbs continues, Water chemistry is a complex blend of physical and
chemical reactions between the contaminants in each water source. Therefore, it is
important to look at the whole picture rather than only a portion.
Scott Burris from Pure Water Technology of South Louisiana suggests a total
dissolved solids (TDS) test. This is a test that will weigh the total amount of
dissolved solids, i.e. any minerals, salts, metals, etc., dissolved in your shops
water. If the TDS level is high, this tends to generally mean that the mineral
content is high, but not in every situation.
After figuring out what minerals and contaminants are in your shops water, it is
best to contact a professional to see which system is best for your water. Some
shops would be better with a reverse osmosis unit, others some kind of filtration
system.
Philip Fralix, a Certified Water Specialist by the Water Quality Association, who
has more than 40 years in the water treating industry, makes a highly notable yet
simple comment. He says, Not one system will solve all of the problems.
After bombarding you with all of those technical terms, you are probably asking:
well, what kind of water quality is needed to ensure a good pour over cup of
coffee? Unfortunately, it is just not that simple. Some of these water variables
depend on the preferences of the coffee shop.
The Specialty Coffee Association (SCAA) created water standards that they deem
necessary for a good brew. The odor and color are the two things that you can
ensure without any testing. The water should be odor-free and the color should be
clear. The chlorine content must be 0 mg/L. As mentioned earlier, total dissolved
solids are important. The target goal should be roughly150 mg/L. The acceptable
rage for TDS is somewhere between 75-250 mg/L. The calcium hardness should
be about 4 grains or 68mg/L. Again, the acceptable range here is between 1
and 5 grains. The SCAA recommends the total alkalinity to be at or near 40
mg/L, the pH level to be at about 7 with a half a point range, and the sodium is
recommended to be at or near 10 mg/L.
10
Minerals act as a buffer, it keeps the pH levels in line.

The lower the pH level, the more acidic the water is. The
lack of minerals in the water will over extract the oil
from the grounds, especially in the pour over method.
If you extract too much oil, you will get bitter coffee and
you will actually be able to see an oil slick on top when
brewing your pour over cup of coffee. Too much mineral
content and you can end up with under extraction. This
means you are not pulling out enough oil, which leads to
a weaker coffee. Finding a balance depends on mineral
content and coffee shop taste preference.
Roy Parker, the senior marketing

manager at Everpure says, Some
minerals are good for coffee. It gives
it flavor. Do not use distilled water,
ever. Minerals also help with the
extraction of the oils from the coffee
grounds.
Global Customized Waters best asset is our ability to educate the customer to
show them the most cost effective solutions that retain their customers and give
them a return on their investment. Any water treatment system should make you
money, not cost you money, says Global Customized Water representative, David
Beeman.
Global Customized Water offers a complete line of equipment to enhance and
improve the taste and quality of water for the pour over brewing method. The
company offers reverse osmosis systems, carbon filters, water softening, no salt
water softeners, and even custom water formulations.
Beeman continues, At Global we customize to the customers needs at the lowest
cost of ownership in the industry. Globals products can be installed and serviced
by anyone, they are just that easy.
At Global Customized Water, they utilize water analysis to specify based on
1-product quality 2-equipment protection 3-customer retention. Beeman says,
In this competitive environment a better tasting cup of coffee keeps the customer
coming back and the right water makes an incredible difference in the flavor of
the coffee.
OptiPure provides Blended Water Systems (BWS) that allows the customer to
dial-in the precise TDS they desire in their water. Hibbs also recommended,
Additionally, ScaleX2 is a non-chemical scale inhibitor that allows the Calcium to
remain present in the water for good extraction, while minimizing potential scale
problems with the equipment.
Coming from a company that distributes espresso machines, Guglielmino raised
the awareness and importance of ethics for the buyer of water filtration systems.
The Water Quality Association published a Code of Ethics with marketing
guidelines; a trade association for water filtration manufactures. There are a
number of bullets that the buyer should be made aware of to avoid being misled
into purchasing a unit that may or may not be suitable for their water.
While this article focuses strongly on the pour over method of coffee brewing, it
is also important to mention that specialty teas are also making their way to coffee
shop menus. Like coffee, tea is made up of about 98 percent water. Thus proving
that water quality for tea is just as important as coffee. With the season soon
turning to summer and iced coffee quickly growing in demand, the quality of
water for ice is also important to guarantee a nice frosty glass of iced coffee.
As the pour over method of brewing coffee is rapidly growing in popularity, coffee
shops must keep up and make sure that the water they are using is up to quality
standards.
June 2013
EVERPURE CLARIS
THE NAME
IN PRECISION
HARDNESS CONTROL
Premium quality water with a twist of the wrist.

A perfect specialty coffee requires the right water hardness for the best extraction, taste and
aroma. An expensive espresso machine requires control of the water hardness to protect it from
damaging limescale. The Everpure Claris Filtration System by Pentair gives you both.
Innovative 5-stage filtration and carbonate hardness give you premium quality water ideal for brewing
Exclusive Duo-Blend technology gives you precise hardness for perfect extraction
The result is specialty coffee with perfect crema, full flavor and pleasant aroma, along with brewing
equipment protection from mineral scale that can cost you money in maintenance and repairs. The
Everpure Claris is precisely what youve been looking for.
Contact us for a free water test at watertest@everpure.com, visit www.everpure.com or call 800.942.1153.
Everpure by Pentair
Official water filtration of the
World Barista Championship
WWW.PENTAIR.COM
Commercial Coffee Brewing Systems

Showcasing the Latest Products
by Lynn Douglas
he commercial coffee industry is hotter than ever. Coffee machines that were
once only seen in restaurants have migrated over into the everyday office and
home setting. The reason is, commercial coffee makers are much more reliable
over longer periods of time and brew a much better cup of coffee. Commercial units
brew coffee at an optimum brewing temperature (10-20 degrees hotter than the madefor-home models) extracting the coffee grinds to maximize taste. When it comes to
buying commercial coffee makers, you begin to understand that it is a big industry
and the process can be overwhelming.
The first step is to research the various models and find the type of commercial coffee
brewer that will best serve your needs. Technological advancements have improved
brewing precision. Coffee can be created using exact specifications by just turning the
dial or pushing a button. These commercial coffee brewers can also be set to perform
tasks automatically.
Several commercial coffee brewers, most of whom are pioneers in the industry are all
launching new products that cater to specific needs, including: FETCO, Bloomfield,
Wilbur Curtis, Brazen, and Brew-Tek.
Curtis and the Gold Cup
The Curtis Gold Cup (CGC) stands alone among open
source single brewers. The CGC Brewer uses advanced
technology to ensure the perfect gold cup standard of coffee
and is very reliable, said Brant Curtis, Marketing Director at
Wilbur Curtis. With a touch of a button, the brewer is preprogramed with exacting recipe settings. A group of twenty
can walk up to a barista and this machine is able to brew a
volume batch of gold standard coffee. This G4 controller is
much more than a flashy screen. Using the most advanced
manufacturing and programing processes, it is able to
exactly control water temperatures, water flow rates and water pulse sequencing to the
millisecond. In addition, the user also has the ability to completely customize their
own recipes. This machine will brew 12-20 ounces in a few minutes. With smaller,
precisely controlled brew volumes, higher quality coffees and varietals may be offered
at a more profitable price point. An economical feature is the ability to brew one cup
at a time during non-peak hours, which eliminates the waste factor said Curtis.
Curtis has taken coffee brewing technology to new heights with the Generation Four
Gemini with Intellifresh, a digitally controlled and automated system that uses gentle
warmth to ensure the coffee stays its freshest, even when it is moved to a remote
warming station. This twin headed unit is designed to keep coffee at an optimum
serving temperature without degrading it, said Curtis. It is like an electric blanket.
The G4 digital control is fast and features intuitive controls that make it easy to achieve
the best coffee possible by allowing complete control over temperature, time, volume,
pre-infusion, pulse-brewing and water bypass. Pre-set, one-touch global recipes
account for coffee type, grind and weight to help simplify the brewing process while
delivering gourmet results. This coffee maker from Curtis takes the guesswork out of
coffee: Press brew and it will remember to brew that golden cup of coffee in a large
batch, every time, said Curtis.
FETCO adds Intuitive Touch Screen
FETCO, one of the foremost commercial coffee
brewing equipment manufactures in the world is
re-launching their CBS-2130-XTS Series Airport
Coffee Brewer in August, now with an intuitive
touch screen. We listened to our customers and
went back to the drawing board to re-design this
brewing system. We are pleased with the outcome,
said Vince Kendzierski, Director of Marketing with
FETCO. Our consumer is typically the convenience
stores, cafeterias, and specialty coffee shops. We are a perfect hot beverage solution
for high volume self-service environments. The
unit is small and compact making it an ideal choice
for break rooms, cafeteria countertops and lobby
service areas. This brewer is engineered for smaller
batch dispensing and is available in 1 gallon and 3
liter configurations.
12
Bloomfield is Back
Bloomfield, a long-time innovator in the industry,
is introducing its Dual Automatic Thermal Coffee
Brewer. This brewer will allow the consumer to
brew coffee that is reliable and serve the needs
for high volume, said Greg Loffler, VP Sales and
Marketing at Bloomfield. This electro-mechanical
brewer may be considered traditional, but its
superior engineering and proven technology is
timeless. This brewer will deliver an exceptional cup
of coffee every time. The two brewing volumes of
1 gallon and 1 1/2 gallons will accommodate fluctuations in demand. Their exclusive
design allows for easy access and makes for quick, efficient service. The ready to
brew light indicates the proper water temperature to help eliminate the guesswork
in brewing. The premium quality thermostat has a full-length stainless steel sensing
bulb that recognizes water temperature accurately and cycles less frequently. The
independent front-mounted hot water faucet allows drawing of hot water without
affecting coffee taste or brewing cycle. The superior spray head design spreads water
over the coffee grounds creating agitation and a floating action that completely
saturates the coffee to capture the full, rich essence of every bean.
Brew-Tek
Brew-Tek has come out with yet another dependable,
economical and reliable commercial coffee brewer. The
ADJD-3 will be on the market in June and features 3
buttons on the front allowing the consumer to have a
brewer that is easy to operate. The beauty of this brewing
system, is that you can use the same packet of coffee to
brew 3 different types of coffee: mild, medium or bold,
according to Steve Hyde, national Sales Manager with
Brew-Tek. What it boils down to is choice and bulk
brewing. That is what we believe makes more money for
the client and choice for the consumer.
Brazen an Automatic Pour-Over Solution
What started out as a way to brew a better cup of
coffee has turned into a passion for Joe Behm, owner
and inventor of the Brazen coffee brewer. I took a
look at what was available on the market and knew
we could do better, said Behm. The Brazen took
four years to complete, but has received rave reviews,
including the 2012 Peoples Choice Award from the
SCAA and is Amazon.coms #1 coffee brewer. The
Brazen is sold through Boyds coffee, one of the oldest
family owed coffee roasters in the USA. We were quite
pleased with what we have achieved, said Behm. We
have brought something new and innovative to the
market and we believe we have succeeded. The Brazen
incorporates patent-pending temperature calibration
technology, coupled with proven techniques such as
pre-soak features, precise and accurate water delivery
temperatures to combine for the ultimate custom brewed coffee. The Brazen puts you,
the user, in control of the brewing and temperature process. Most coffee makers dont
allow the customer to change the brewing temperature of their coffee, said Behm.
Before introduction of the Brazen, there were no consumer versions available with
a pre-soak function and almost all had poor extraction due to poor design of water
dispersion.
One of the key aspects of well-brewed coffee is making sure the grounds are evenly
saturated. Unlike most home brewers, which drip from the middle, Brazen saturates
the grounds in a shower of hot water, at the right speed and the right temperature.
Why is temperature control so important? Having control over the brew temperature
enables you to decide at what temperature you would like your coffee brewed.
Different brewing temperatures extract different flavors from the grounds and can
greatly affect the character of the cup. We are the only brewer on the market that
can store your memory and data. For example, since no single brewing temperature
is right or perfect, hotter may not always be better. In simple terms, being able to
choose the brewing temperature gives you control over the flavor of the coffee because
the temperature affects how much is drawn from the grounds. Draw too much and
it is bitter, draw too little and it is weak. By adjusting the grind, the quality, and the
temperature you have greater control.
Other features include a manual water release for teas, a pre-soak and adjustable rest
time, and altitude correction. It is going to be the gauge that others are judged by
because the user has complete control of the temperature, says Behm.
We are proud of what we have achieved. The Brazen was designed to meet or exceed
the SCAA Gold Cup Standard. Be on the lookout for new products on the market. We
will have 3 new products on the market in the next 1-2 years. We want to be the leader
in doing things differently but with precision and accuracy.
Everybodys taste in coffee is different. This brewer was designed to be a leader and
cost effective, allowing everyone to drink a great cup of coffee at an affordable and
economical price. For me, all that matters at the end of the day is that I have given
people the opportunity to have their own journey in coffee. I love what I do, for me its
a passion! What else sets the Brazen apart is their quality and customer service.
Whichever coffee brewer you choose, keep in mind, it is important that you make
the right choice for your business needs. Any one of these brewers will be a worthy
investment that will deliver a steaming cup of java every time!
June 2013
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13

by Mark Dallmeier
orporate training departments face an increasingly daunting task.

Not only because they are attempting to train and educate senior and
middle-age adult learners who, throughout their career, have been
forced to participate in class room, online or video based training that is not
engaging, not stimulating, ineffective or is not even close to the reality of what
is experienced on the job but because every year younger, more tech-savvy,
electronically wired workers enter the workforce changing the functional
dynamics of the workplace and how employees are trained.
A week ago I was at a business conference where Hewlett Packards COO Bill
Veghte and K.C. Choi HPs Vice President, Americas Solutions Architecture,
were speaking about the velocity of technological change and how it is impacting
companies and workers globally. K.C. Choi referenced many quotes from author
Nicholas Carr who is one of the most prolific authors of the 21st century. He has
become one of a handful of authors who observes the impact of technology on
society and constantly challenges and questions the status quo when it comes to
the usage of the internet and technology in our world.
Training departments are attempting to recruit, retain, and develop crossgenerational workforces who often learn through different modalities and at
different paces. The level of difficulty in recruiting, retaining and training the
right type of talent for the right roles are growing, due to multigenerational
workforces.
In Carrs 2008 article, Is Google Making us Stupid? (http://www.theatlantic.

com/magazine/archive/2008/07/is-google-making-us-stupid/306868/) his main
argument is that the internet might have detrimental effects on cognition that
diminish the capacity for concentration and contemplation directly impacting
our ability to think critically, study, retain information, and perform over time.
A growing percentage of younger workers desire to learn on the job, instead of

sitting in a classroom listening to a teacher, or reading curriculum and studying.
But this is not ground breaking news; we have seen this trend growing for the last
10-15 years. 10 years ago, the Saratoga Institute completed a multi-year survey on
employee turnover. Over 60 percent of employees reported that they left their job
because of a lack of feedback and coaching. How many organizations within the
retail and coffee industry have actually mastered the onboarding, mentoring or
coaching process for new hires?
Internet connected devices and computers have absolutely impacted 1) how

people access and think about information, 2) how they use that information in
their daily lives 3) how they use information and technology to behave, navigate
and function within our society to learn.
Companies like Starbucks have implemented a variety of training and coaching

models over the years. Caribou is well known for its educational and training
system and has historically created a workforce that is revered. But how do
organizations truly win the war for talent and how do they educate such a broad,
diversified multigenerational workforce?
Younger workers think, behave, act, and learn differently because they have been
programmed to interact with information, knowledge, and each other using the
internet, computers, devices, and games. They like being challenged and they like
figuring out answers to questions or overcoming challenges on their own (if they
are rewarded for doing so) or in a team environment but only if they can pick
their own team.
These workers are not intimidated by electronic devices or computer applications
unlike a large percentage of the baby boomer workforce they are quick to master
devices with little training, they are comfortable communicating and connecting
with others electronically, and a growing percentage of these workers have been
trained to use computers to help them study, complete research, and learn.
K-12 schools are using computers and educational games to help educate and
form the minds of young students. Using games to influence or accelerate the
development of rote memorization skills or learning is starting earlier that
kindergarten. ABCmouse.com is an online early learning academy that uses
games, simulations, and other methods to help preschool kindergarten children
to master color/art/music/reading/math/science and other topics.
I often hear many older workers and managers talk about their young peers
saying that Their minds are wired differentlythey are always on the phone,
on devices, constantlythey understand this tech stuff. I also hear these same
workers complain that younger workers lack verbal communication and critical
thinking skills, are too brash and rush into tasks, or often try to feel their way
through a problem before asking for direction and help or researching the topic
or issue before diving head on into the situation.
Is this behavior due to a lack of training or life experience or a lack of coaching
and mentoring? Or could it simply be the new normal a growing trend within
a younger workforce that is manifesting because of how technology and the
Internet are used as a crutch to replace a disciplined training and educational
process?
How are corporate training departments going to address this new normal while
still supporting baby boomer and Generation X workers? In my opinion, we
must face the reality that our legacy approaches to employee training and even
recruiting, rewarding, and retention must be examined and re-architected.
14
Corporate training departments need to harness the power of the Internet, mobile
devices, tablets, and even games if we are to effectively influence and train the
next generation of workers. Rote memorization is the foundation of mastering a
game. Fun and rewarding games and simulations can be used to recruit the right
type of workers with the right types of skills. They can be used to help employees
master the basics of food service, safety, recipes, or even up selling and cross
selling.
We can have blended training modalities operating within the same learning
framework and experience! Young workers need help in developing customer
service, communication, critical thinking, and coaching skills. Competencies
that baby boomer and Generation X workers have developed over the last 20-40
years. A blended approach to training and coaching through gaming and live
simulations (accompanied by digital materials accessed on any internet enabled
device) can be designed so young workers can master the basics by leveraging
(and sharing) their tech savvy skills while baby boomers and Generation X
workers can leverage and share their communication, coaching and critical
thinking experiences with younger workers through these games or live
simulations.
As I said earlier, corporate training departments face a daunting task!
Re-architecting or transforming a corporations approach to training takes a
big commitment. But lets face it, the problem of training employees in a highly
productive, cost effective, and scalable way is not going away it will only get
larger as more young workers enter the market if we dont face the issue head on.
If a company is attempting to re-architect its approach to training I would
suggest: 1) first focus on integrating the use of technology, gaming, the internet
and social networks into your assessment and recruiting process this an area
that is easy to measure and easy to quantify the impact; 2) develop a rewards
strategy that can be implemented and managed through technology this enables
you to implement changes that impact all employees in a positive way; 3) lastly,
re-architect how you can implement a blended training experience that helps
integrate multigenerational team members down to departmental or customer
levels using games, online learning, digital materials, and live simulations (group
role playing, learning or sharing).
This suggested approach should help to rapidly educate and ramp up new hires
as they enter the workforce and is expected to reduce turn over and improve
employee productivity while creating a well-rounded multigenerational
workforce.
Mark Dallmeier is the co-founder of LifeGames, creators of
BaristaLife a new social game for the coffee industry
(www.baristalife.net). Mark has co-founded a number
of software and services companies, is a well known
management consultant and has held Chief Executive,
Marketing, Strategy and Sales roles within multiple
companies.
June 2013
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Take Time for Training

by Greg Ubert Crimson Cup Coffee
horough and
comprehensive
training for both
owners and baristas is
one of the most critical
factors in starting and
running a successful
coffee house. Training
sets your coffee shop
apart. A lot of places
serve a good cup of
coffee. Yours must be
better. Training is where
better begins.
Too often, new owners believe they can start with a free drink preparation
course from an equipment manufacturer or learn on the fly during their first
weeks of operation. They think they know everything there is to know about
running an independent coffee house because they have read a book, watched
a video or attended a coffee conference. Whenever I hear this, I know
immediately that this future coffee house owner is headed for trouble unless
we can change their perception. Think about it. Have you ever mastered any
subject just by reading a book or watching a video? Or learned a complicated
process while under pressure in an environment that is full of distractions?
In more than 20 years of working with independent coffee shops, I have
learned that customers who complete a comprehensive training program
experience substantially greater sales while decreasing their start-up costs.
This program should cover more than just making a great espresso-based
drink. It should educate the business owner in everything from A to Z
about running a coffee house, from pre-build out to post-grand opening. It
is a tall order to master all the elements of running a small business while
simultaneously learning the nuances of the specialty coffee business. My
advice: do not go it alone.
Here are some of the essential elements to cover in training to operate a
successful independent coffee shop:
Learn the dynamics of coffee. Begin with quality beans their origins and
characteristics. Find out what goes into coffee quality, and why it is so
important to the success of your business. Todays specialty coffee customers
are knowledgeable and discriminating in their tastes. You must know how
to source and serve the best to attract a loyal following. And you must know
how to discuss coffee with your more knowledgeable customers.
Understand the layout of the coffee bar. I cannot stress enough that
equipment must be placed in its most efficient location. This is vital to
serving customers quickly, while minimizing barista and cashier movement.
You cannot have them tripping over one another. You must have a place
for everything and keep it there to maintain consistency from shift to shift.
It is all about muscle memory, knowing where to reach for things while
not really having to think about it. You should almost be able to do the job
blindfolded.
Understand the equipment. Whether its your coffee brewer, espresso grinder
or the actual espresso machine, its important to know what each machine
does and how it works so that you can serve a consistently wonderful
beverage every time. You also need to learn proper equipment care and
maintenance. Remember that you will be out of business at least temporarily
if your espresso machine malfunctions due to improper maintenance.
Learn proper drink preparation. Making espresso manually is an exacting
skill that requires precise timing. A good training program walks the owner
and baristas through the brewing process to help them understand what
happens to the coffee at every stage of preparation. Thoroughly trained
baristas should be able to recognize problems in the brewing process by
taste. They should be able to determine what part of the equipment and
brewing process is not making the grade. Drink training should teach SCAA
standards and should cover, at minimum:

Workings of the espresso machine

Water quality and its temperature

Freshness of the coffee

Grinding, dosing, and tamping the coffee

Brewing and pulling the perfect shot

Steaming and frothing the milk

Dosing syrups and chocolates

Pouring and serving the drink to the customer

Standard drink recipes

Hand-poured brewing methods

Proper iced-drink techniques

Proper frozen-drink techniques
Practice. Practice. Practice. Focus on making great drinks and satisfying the
customer.
Train everyone on your staff the same way. Customers expect consistent
quality no matter who is preparing the drink, so everybody should be using
the same technique. Even if you hire experienced baristas, they must be
trained in your drink recipes and to follow your quality standards.
Focus on customer service. Coffee drinkers are looking for more than
just great coffee when they visit your coffee house. Many seek a sense of
connection and belonging, a way to relax and relieve stress. Coffee drinkers
can be a finicky crowd, so baristas must be trained to handle special
requests with ease and grace. Coffee houses succeed when friendly baristas
and cashiers remember customer names, standard orders, and yesterdays
discussion.
Brush up on business skills. From marketing to supervising employees to
ordering supplies and more, you are in charge. Make sure you are prepared
to manage all the backroom functions that will keep your coffee business
in business and dont throw that business plan out the door once you start.
Review the business plan at least once a month to ensure you are on the right
path to success.
Learn from industry experts. Look for trainers who not only know what they
are doing, but who also know how to teach their skills to others; and have a
true passion for coffee and for service.
Initial training, ideally comprehensive coffee house training, begins off-site
before your store opens in a more classroom type setting. Additional training
on-site in your location during the week of opening will give you a better
understanding of how to operate your machines, use your coffee and supplies
and learn the layout of your coffee bar. You should devote several days to
training, and your trainer should stay on site at least through opening day. In
fact, it is best if you can have an expert at hand for the first week of operation.
Retrain as needed. Over time and with employee turnover people can slip
into bad habits without even realizing it. Refresher training at least every 6
months helps everyone get back on track again.
My experience has shown that coffee shop owners who make training a
priority create greater success with fewer headaches. They have more loyal
customers and happier employees. The bottom line: time in training is time
well spent.
Greg Ubert, founder and president of Crimson Cup Coffee
& Tea, has been roasting coffee in small batches since 1991
and has taught hundreds of business owners how to run
successful independent coffee houses. The author of Seven
Steps to Success in the Specialty Coffee Industry can be
reached at greg@crimsoncup.com.
16
June 2013
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17
A Masters in Coffee
Part 5
by Ashley Prentice
t was true when they told us

that after the first break time
would fly. This past month
went by incredibly fast. My parents
came for a visit and we were able
to travel around the various scenic
and charming places of the Amalfi
Coast. My parents also had the chance to stay a few days here in Trieste. It
was nice to show them where I have been living and introduce them to some
of my friends from the Masters. Being coffee growers in Guatemala, it was
a unique experience for them (as it was for me at the beginning) to meet a
group of people from different countries and with different backgrounds,
where the conversation revolved around the topic we all have in common:
Coffee.
As we continued the segment on coffee and economics this past month,
we had a class with Dr. Omar Merlo, a Professor from the University of
Cambridge, who taught us about marketing strategies. Moreover, we had the
opportunity to spent a day at the MIB School of Management here in Trieste,
where we received a class with Wendy Wan on Chinese consumer behavior.
This was an extremely interesting class as we learned about the expanding
middle and upper class in this rapidly developing consumer market and
manufacturing powerhouse. I enjoyed that the lesson strayed away from the
typical textbook definitions of Chinese culture and we analyzed the culture in
a behavioral, social, and psychological level based on her studies and real life
experience.
We have also begun to receive a risk management class where we started by
reviewing basic accounting concepts, and then, quickly advanced to learn
about types of risks businesses face, hedging techniques, and other topics
concerning options, forwards, and swaps. As many other lessons we have
received, these concepts concerning risk management and the stock market
are fundamental knowledge to have when working in our industry; and I am
happy to be acquiring a deeper understanding on the topic (Even though I
think this will be one of the most challenging final exams).
In our Strategic Management class, we had the opportunity to analyze a few
cases of different sized and structured companies that operate in the coffee
industry such as Nespresso, Illy, Starbucks, Juan Valdez, and Dimbulah. I
greatly enjoyed this class because we examined growth strategies that the
companies have applied; the opportunities and challenges of growth; and we
discussed and evaluated future strategies that the companies could engage in.
In addition, we deliberated on the topic of entrepreneurship and the qualities
needed to start a business. I think this was an imperative topic to address
because our class in composed of incredibly talented and smart individuals
that I believe have great potential to be successful in anything they do,
including starting and building businesses.
This last month will be extremely busy as we finish our last classes, study for
our final exams, begin to prepare our thesis, and try to seize the last moments
we have here in Italy. It is sad to be getting to the end; I will definitely miss
seeing everyone everyday.
Ciao,
Ashley
Ashleyprentice01
his month we will be

focusing on Tip 5 in our
10 TIPS to Jumpstart your
Caf series.
Now that you have the language of
your brand, your space layout, and all of
your research complete (from Tips 1-4),
we can integrate that dynamic experience
into the physical space. We define a
dynamik experience as a sustainable,
delectable, workable and memorable experience designed for humans, desks,
dogs, menus, and mannequins. An all-inclusive experience is the result of
a 360 degree viewpoint, which means knowing how to create a space that
achieves the right feeling when someone arrives for the first time.
The language of your brand
determines the language of your
material palette. This includes the
psychology of materials relative to
the human experience, color and
pattern trends, location vernacular
and preferences, material
availability, and budget. All of
these physical considerations will
be overlaid and analyzed based on
your brand story and guidelines,
logo mark, and taglines. Whether
you are looking to launch a new
concept or refresh, these areas should
be reviewed relative to your brand.
Your brand does not stop with your
name, website, and logo, it follows
through in everything a customer
sees, hears, touches, and smells. The
color and materials of the interior
and exterior architecture and signage
are important to consider. Fabric, tiles, artwork, murals, flooring, lighting,
seating, and table types should all correspond and relate to your brand.
DYNAMIK projects such as TJs Deli (refresh),
The Spot (new concept), and Fanajeen (new
concept) have seen a marked value in creating a
unique experience relating to their brand and
bringing customers back again and again. This has
a substantial impact on ROI due to price/value
perception. Your space is your package and must
be created just as rigorous as your brand and logo.
Working with an expert in brand space creation is
well worth money and time for a successful long
term caf.
Having a well thought out brick and mortar experience is the basis for
customers returning consistently and creating the greatest value for your
products.
Our 10 Tips Jumpstart Caf pocket books allow you to write your thoughts in
one complete booklet and it also prompts questions to consider. http://
www.dynamikspace.com/store.php5
Stay tuned every month for valuable tips.
Melanie Corey-Ferrini is the founder of Dynamikspace (www.
dynamikspace.com) and offers services from consulting to full
service caf creation.
18
Be sure to visit our expanded version of this article on our

website: http://magazine.coffeetalk.com/june13-branding-tip/
June 2013
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19
Retailer / Roaster Profile:

Coffee House Basics and Way Beyond
by Maxim Vershinin
Crimson Cup Coffee House
4541 North High Street

Columbus, Ohio 43214
(614) 262-6212
Melissa Rogner
www.crimsoncup.com
questions@crimsoncup.com
Want to brush up on coffee shop basics? Are you just starting out in the
industry and need expert advice? Well, look no further than Crimson Cup
Coffee Company. These guys wont just consult and teach you how to be
successful; they will demonstrate everything you need to know in their own
coffee shop and roasting facility. Lets hear from Crimson Cups marketing
director Melissa Rogner
V. Hi Melissa! Please give us a general overview of what Crimson
Cup Coffee Company does.
R. Hi Max! Our main focus is to supply the necessary tools for independent
business owners to open up their own coffee houses. We provide hands-on
training and consulting with business plan development, finding locations,
and setting up the right layout and equipment. In addition to that, we have
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20
our own coffee house. We have opened it in 2007 in Clintonville, OH to fully

understand and wrap our heads around the coffee shop business, so that we
knew how to teach and train independent business owners who want to be
successful in the coffee industry.
V. What is unique about your own shop?
R. What is really unique about Crimson Cup Coffee House is that we

consider it as a test kitchen, where we regularly try new things with our
customers to better understand the science of our industry. We test trends,
techniques, and equipment to be successful before we roll them out onto our
community. This way, we constantly get an insight from our customers about
what they like. For example, we try different brewing methods. About a year
ago, we created a brew bar in order to be able to offer pour-over coffee, and
we have begun to share it with the community.
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V. What are some ways that you teach others?
R. We teach what we call our Seven Steps to Success program. These Seven
Steps are all pieces and parts that help the business owner to be effective
-such as how to choose the right location, equipment, ingredients, and
team among others. It might sound pretty basic, but when we start training
people that have an existing job not related to coffee, or when we retrain
current business owners, we find that many of these things seem to have been
forgotten. For example, maybe the portion sizes got out of control and no
one notices, or the fact that the menu has a drip coffee listed first instead of
an espresso-based drink. In a nutshell, we teach to our 7 steps to success in
terms of opening and maintaining a profitable coffee shop business.
V. How many coffee shops do you currently support?
R. Right now we support about 260 independent business owners who run
their own coffee shops; however, we are not a franchise. We dont have any
franchise fees or royalty. We provide true support free of charge.
V. Where and how does the consultation process take place?
R. We do it two different ways: We bring people here to our main roasting

facility to train and teach them, or we go on-site to where they are located.
We have a training manager here that travels if needed to offer permanent
support and education to make sure that every one of our businesses stay on
track. We also invite business owners to come in and visit our roasting facility.
There they can see where our passion lies and how we have the structure for
support. Then we take them to the Crimson Cup Coffee House, and show
them the layout and the design that we have chosen. They communicate with
the staff and the customers, so it is absolutely a huge part for us.
V. Your company has been doing consulting for more than 20

years. What do you think has changed in the market over the
years?
R. Nowadays, people are doing more research to understand what it is like to

be a business owner. So, our goal is to help these people to be confident and
gain their confidence through the support that they get from us. The market
is more volatile now, and I think people are more serious about their coffee.
We definitely see that the customers are demanding a higher quality and a
more ethically traded coffee. This is where our coffee focus is going. We are
working on developing our relationship with our farmers. We dont just want
their great coffee, we want to make sure their kids are going to school and
have the uniforms they need. And we pass that responsibility to our coffee
house novices as well.
Talking about change, we have noticed that blends are kind of fading out. It
also seems that coffee shops dont serve as many frozen drinks, or anything
with syrups. Straight origin coffee is a hot topic now. The good thing in our
business model is that we have always done both. We have done great flavored
coffee, we have done great origin coffee, and we see the value in both. You
cant appeal to everybody with just one product.
V. Dare to share a secret to success?
R. Efficiency, which is our underlying consulting theme. It is doing things

in the most profitable way and in the most time sensitive way. Another
important top deals with new business owners purchasing new equipment
versus used equipment the consensus from who we speak with is that most
try to cut corners and buy used equipment solely based on cost. We teach that
it is better to start out with new espresso equipment to manage the product
quality from the start and to avoid unplanned maintenance expenses on a
used machine.
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21
Photo by Trish Rothgeb
Coffee EducationIs the Certificate important?

by Rocky Rhodes
ack in the day (This is what old timers say when about to make a
comparison to current changes in something) education in the coffee
industry had only one flavor free peer-to-peer / mentor-to-mentee.
But times they are a-changin!
Our industry is interesting in that we all want our colleagues, and competitors,
to make good coffee so the industry is easily identifiable as something better
than average. If the industry succeeds, then everybody can charge an artisanal
price rather than a commercial one. Education was given away to assist this
identity separation. Is it working? is a smart and insightful question to
evaluate. To do so requires peeling back a few layers of this education onion.
Are the Certificates Worth It?

This is an interesting conundrum for the coffee industry. The answer to the
question in the U.S. is different than other countries. To answer we need to
understand the value to the learner.
The coffee professional in the US is still a passionate craftsperson set on
learning as much as possible. Their desire for a certification is only so they can
join the club rather than for professional advancement. The real goal of taking
classes is knowledge and craft improvement.
The Evolution of Education

Back in the day, people were just feeling their way through things like sourcing,
roasting, and pulling shots. We would pick up the phone to a friend in the
industry and declare something like I found that if I roasted a little slower
and a little lighter I got some interesting flavors. Or I found that if a shot
of espresso takes longer than seven seconds to produce it can actually taste
complex and interesting. The person on the other end would willingly share
their experiences and that became a collaborative learning experience.
The coffee professional in Asiatic consuming countries is motivated more

by the piece of paper. With an additional certificate, there is proof of some
specialized learning so there is more possibility to find a job or advance in
a company. Often the certificate is being sought and paid for personally, so
price is important, and return on investment is calculated. Further down the
list is the quality of that education. This is why you see a huge array of coffee
certifications in these countries.
As the collaboration became wider, guilds formed. Now we had organized

group collaboration for education. The guilds found that it would be easier
for everyone if the information was organized into classes so curriculum was
developed for that level one type information. The information was still free
but you needed to join one of the guilds and go to a retreat to get it. It was still
contained in the most passionate of the coffee enthusiasts who were willing to
join, share, participate, and pay to be a member.
In producing countries, they really have a focused goal; to sell their coffee and
improve the quality so they can sell it for even more. A certificate is valuable
in that it tells the potential buyer that there is an understanding of quality and
opens a line of communication. Often it is the exporters that will take classes,
as farmers generally cannot afford the classes now that they are fee based.
The good news is that people in Coffee Corps will volunteer their time and
expertise to deliver the classes free.
The word got out that there were organized classes for the industry. Demand
became extremely high for not only the Level One classes, but for deeper
knowledge for the early adopters who were looking to move up in their
learning. Volunteers were still developing curriculum, but at some point it
became clear that this service would be better served by the SCAA where
some staff could be added to apply a structure to the classes and help develop
the look and feel. At the same time, the concept developed of making this
education like that of other professions in that it could be a certified credential
stating your proficiency in the skills of that trade: Certified Barista, Certified
Roaster etc. Also, other organizations started offering similar classes that were
often based on the same materials so it was confusing as to who should be
running the classes and where you could take them.
Dilution and Dishonesty

The danger of a certification is that the industrys desire to make everyone
better is being subverted by a small percentage of people that only want to
claim that they know, and actually want to cut corners and cheat the consumer.
They want to claim to be coffee specialists but then serve some crappy coffee
that they can buy cheap. They have a disdain for the sophisticated coffee
drinker as well as third wave coffee houses. They think those people are foolish
and could not tell one cup of coffee from another. These are the folks our
industry must somehow police against as they will dilute the Special out of
Specialty and further confuse the consumer.
Coffee Quality Institute (CQI) developed the Q-Grader Certificate program

utilizing some of the work of SCAA education development and tech
standards. SCAE offered classes of their own that looked surprisingly like those
of SCAA private trainers jumped in, now there are lots of choices, several
quality levels of the delivery of those classes, and different credentials and cost
structures.
22
the information is controlled and sold by SCAA. We have come a long way
from that peer-to-peer collaboration.
SCAA decided to rein this in and create certification programs for the different
vocational groups of the industry. Now you can become a certified Roaster,
Barista and Cupper and do it at different levels that represent your mastery of
the skills. Volunteers continue to add technical input to the class materials but
The solution to this problem is to hold a certificate program to extremely

high standards. If you can get one for merely showing up for a class then
the certificate has no value. Have informational classes available for those
that just want to get started. Have certificate programs for those that want
actual expertise. To the SCAAs credit, there has been developed (as a part
of the certification) a criteria a number of hours that you must document as
developing your skills over a period of months. Bravo!
We have come a long way from Back in the day. Us old timers should take
some of these new-fangled certification courses. Maybe we can share some
peer-to-peer knowledge during the class!
Rocky can be reached at rocky@INTLcoffeeConsulting.com
June 2013
23
Social Media for Small Business

by Jake Leonti
am more of a Paul Bunyan or John

Henry fan myself, but we cannot
deny that we live in the age of digital
communication and Social Media is the
new word of mouth. You can keep swinging
that heavy axe of handing out flyers,
dropping coupons in peoples shopping
bags, and sending direct mailers, or you
can admit to the decade were in, belly up,
and start competing at the same level as
everyone else.
Social Media is a necessary aspect of every business, especially start-ups

focusing on locally driven retail. It is one of the most inexpensive marketing
plans possible with undeniable results. The only problem is, you have to
actually do it! Like hitting the gym or taking a vitamin, you have to actively
update at least one of your social channels each day to have any effect.
I know this sounds daunting, especially to the anti-social misanthropes that
would much rather take comfort in the solitude of their drum roaster or
basement kitchen. The truth is, Facebook and Twitter are your customers
guilty pleasures, little indulgent snacks to keep them going through their
workday. And if they are not indulging in your pages and updates, they will
be indulging in your competitors.
The idea is to give a behind the scenes, insider look into your business, with
each social media outlet allowing for varying levels of formality. For instance,
Facebook and Twitter would be your most casual and candid outlets, great for
fun off-topic posts that shed light on the personality behind your business.
Where as your blog (if you choose to have one) should be more content heavy
and appropriate to your companys message, giving customers more insight
into your business than what might be available on your website. Direct
marketing emails are a must and should be the most focused and professional
of all your customer communication. See them as an opportunity to actually
promote your business the old fashioned way, through sales, new product
announcements and the like- remembering to always have a call to action.
At F+B Therapy, I have always had a diverse offering. From my 12 years

experience in coffee to my 9 years of filmmaking and writing, social media
has been a great way to integrate all my passions and talents into a focused
effort for my own business and for my clients. I try to share my love of food,
beverage, and the service industry. I also want business owners to know they
are not alone, so I offer free tips on improving their businesses. These are all
brand-building activities that come from an honest place.
So, be honest about your own passions, get out there, and start writing your
own story! The first step is, Just. To. Start!
Jake Leonti is a writer and food + beverage advisor
working in New York City. He has worked in the food
+ beverage industry for over 12 years. His true focus
is coffee, having worked in every capacity from barista
to sales to roaster to origin. Jake has built retail coffee
programs for restaurants, hotels, cafes and bakeries, as
well as wholesale programs for roasters and catering
companies.
You can contact Jake at F+B Therapy: jake@fnbtherapy.com
And follow him at:
www.fnbtherapy.com
http://fnbtherapy.wordpress.com/
http://www.facebook.com/fnbtherapy/timeline
https://twitter.com/fnbtherapy or @fnbtherapy
Tweets, Vines and Roasters?

Oh My!
In the end, if you still are not having fun with it, then you should hire or
assign someone that will because consistency is the key to social media
success!
The 2013 Social Media Usage
Getting started
First, start your accounts. Begin with a Facebook page, it is easy and will
connect you to the largest audience. Then, when you are feeling more
enthusiastic, turn to twitter. It is quick and easy, but requires constant activity
for success. Read up on it so you get the most from your tweets and are less
likely to abandon it. When you are ready to get creative, look into establishing
an email marketing campaign that will drive traffic to your website or blog.
Set achievable goals so you do not get overwhelmed. It is like gardening
start with tomatoes and herbs, because they are easy and gratifying.
Earlier this year, CoffeeTalk teamed up with LBP Manufacturing, the designer
of UpShot Solution, a new, more eco-friendly single-serve solution, to ask
roasters about their personal and business social media routines. More than
300 roasters and industry professionals from around the world responded,
providing insights into the ever-changing social media landscape. Funny
enough, even the timeliness of the survey questions wasnt quick enough;
Vine, a video-sharing app, launched in the iOS App Store during question
development. Just four months later, it is now one of the most downloaded
free apps available and is continuing to grow.
Now that your profiles are set up, hopefully your narcissistic instincts will
take over and you will not be able to take your eyes off your beautiful home
or profile page. With great narcissism comes great sharing! If you are still
having trouble starting, sit down once a week to outline a few Facebook posts
in advance, as well as a blog topic or two. This exercise should help you get
over writers block and make posting every few days easy. Once you have your
planned posts, you will start getting more comfortable with the task and find
that you actually have lots to share with your customers, even on a daily basis!
I was resistant to the idea of instant connectivity when I started as well, but
then it got fun! I was sharing favorites spots around town, reposting articles
that I enjoyed and interacting with people I never would have been in contact
with otherwise. Whats more, I started offering the service to my F+B Therapy
client base, including Grace Hightower & The Coffees of Rwanda. I jumped
at the chance to develop their social media presence, because Coffee of Grace
has a great story to tell, which makes it all the more interesting to share.
24
With this in mind, consider your companys story and what it is that you
would like to communicate to your customers. Not just promos and daily
activities, but what your company stands for and why you do what you do.
Survey Results are IN
Based on the responses we received from the survey, roasters see the
excitement that comes with new social media channels, and they are slowly
launching channels to connect with customers and fans. They have a strong
desire to use channels, like Vine and others yet to be developed, to build
their brands and in turn, create bigger followings for their beans and their
businesses.
From the responses, here are top findings:

When respondents utilize social media, they are concentrated on a

handful of channels, including Facebook, Twitter and LinkedIn.
Key business decision makers are interested and engaged in what social
media can do for their businesses.
Few respondents dwell for long periods of time on social media.
Emerging platforms include YouTube, Pinterest and Instagram.
Be sure to check out the August issue of CoffeeTalk for full analysis of survey
result data!
June 2013
25
NewsBites
The Alliance for Coffee Excellence,
Inc. Elects Three New Board
Members
The Alliance for Coffee Excellence
membership has voted in three new Board
members. Bruce Mullins, VP of Coffee
Culture for Coffee Bean International and
Farmer Brothers; Joe Hsu, General Manager
of Orsir Coffee; and Chris Jordan, CFO
of Verve Coffee were chosen to fulfill a
three-year term beginning in June. These
three will join ACE Board members Kentaro
Maruyama - Japan, Jason Long - USA,
Geoff Watts USA, Flori Marin - UK, Mark
Dundon - Australia and Aida Batlle - El
Salvador. The Alliance for Coffee Excellence
is a global non-profit that fosters appreciation
for exemplary coffees and farmers through
its Cup of Excellence program, training and
other complimentary auction programs. For
more information log on to
www.AllianceforCoffeeExcellence.org
Service Learning Trip to Honduras
Helps Smallholder Coffee Farmers
International service-learning trips
originating at The Ohio State University are
renowned for the positive experiences they
provide to undergraduates and those they
seek to serve. Thanks to funding from Greg
Ubert, president of Crimson Cup Coffee &
Tea, a Columbus based roasting company
and coffeehouse, five Ohio State students
will trek to a remote farming village of El
Socorro de la Penita, Honduras, where the
coffee served in coffee shops on campus
is grown. The goal of the service trip is
to grow relationships and contribute to
sustainable solutions for the farming poor.
Ubert tapped Stephan Erkelens, president
of AXIOM Coffee Ventures, to assist in
planning the trip. AXIOM is active in coffee
communities in several countries and works
with NGOs, coffee industry partners, and
social impact investors to deliver a marketbased pathway out of poverty for smallholder
families. For more information visit: www.
axiomcoffeeventures.com and www.
crimsoncup.com
ShopKeep POS Wins Technology
Innovation of the Year Award
ShopKeep POS,
the leader in
iPad point of
sale to brick and mortar merchants across
the U.S., announced that the company is the
winner of the Technology Innovation of the
Year Award given annually by the Electronic
Transactions Associations (ETA) Star
Awards Committee. In addition, ShopKeep
POS has been selected to be one of only
four companies included on the 2013 ETA
Technology Tour. The announcement closely
follows the launch of the ShopKeep POS
Surround 360 Program designed specifically
for credit card processors, indirect sales
organizations, and other reseller partners to
offer innovative cloud-based iPad point of
sale technology to small and medium size
businesses. Partners can generate significantly
more revenue and provide value added
services by offering merchants an easy-to-use
POS system. ShopKeep POS has over 6,000
active merchants nationwide. Learn more
about our innovative Surround 360 program
at www.shopkeep.com/partners.
26
Arthritis Foundation approves uVu

Technologies lid container for
first Ease of Use Commendation in
beverage lid category.
In 2012, the uVu hot beverage lid received
the SCAA (Specialty

Coffee Association of
America) Peoples Choice
Award for Best 2012
New Packaging. More recent, this truly
intuitive and innovative lid received the
Arthritis Foundations first ever Ease of Use
Commendation for a beverage lid, following
a four month independent (Georgia Tech
University) engineering and arthritis patient
panel review. (See, e.g., http://www.youtube.
com/watch?v=DjFXKHW48sc for video
on the Arthritis Foundations collaboration
with Georgia Tech Universitys Engineering
Department for the Ease of Use Study
program). Over 50 Million Americans report
their physician has diagnosed them with
some form of Arthritis making the Ease of
Use Commendation extremely relevant as
both a value added and consumer directedchoice for intuitive products, such as the uVu
Lid, in the market. For more information visit
www.uvulids.com or call 561.674.9400
Gavia Blueberry Coffee is Back!
Like ripe blueberries
fresh off the vine, Gavias
Blueberry Coffee is a rich
medium roast, accented
with authentic fruit flavor.
With its sweet aroma and smooth aftertaste,
this coffee is a favorite among consumers
everywhere. Delicious served hot or cold!
Available in 5lb. whole bean, or ground in
2.5 oz. portion packs. Get your sample today!
For more info contact Yolanda Sanchez at
orderdesk@gavina.com.
Ken Waithman, General Manager
for Canterbury Coffee, trades
commodities for retirement
Canterbury stops to bid farewell to long-time
General Manager Ken Waithman, who retires
after 31 years in the coffee industry. From
Dicksons to Kraft and then to Canterbury,
Ken knows just about everyone in the
industry. His insight, understanding, and
colorful humor will be missed. That being
said, hell still be drinking coffee but in
cafes in Europe, or wherever the winds
take him. Canterbury Coffee is a Canadian
owned company with its roasting facility and
corporate headquarters located in Richmond,
British Columbia, Canada. Founded in 1981,
the company employs over 140 people and
is recognized as the largest specialty coffee
roaster in Western Canada.
www.canterburycoffee.com
Blendtec and Lancer team up
Blendtec, a top manufacturer of high-end
blending equipment and Lancer, a leading
manufacturer of beverage dispensing systems,
have entered into a joint development
agreement and will be showing a prototype
of their first joint product offering at the
National Restaurant Association (NRA)
show this month. The new platform is an
automated blended ice beverage station for
making smoothies, frozen coffee drinks
and other beverages using refrigerated
bag-in-box (BIB) ingredients. This gives
restaurants and other foodservice operators
a fast, efficient, fully-contained system to
expand their menus with popular smoothies
and other frozen beverages. When released,
the beverage station will be commercially
available for a unit price of under $9,000 with
qualifying volumes. For more information go
to blendtec.com/commercial, or call Blendtec
directly at 800-BLENDTEC.
Perka Selected to Support the

Customer Loyalty Program for The
Melt
Perka announced today that its
mobile loyalty platform is being
utilized by the fast growing
grilled cheese restaurant
chain, The Melt, to power an integrated
customer rewards program. The fast casual
eatery is using Perka to power The Melt
Perks which launched earlier this year.
Customers who prepay on The Melt website
or by using a smartphone, are able to pick
up a freshly cooked meal by scanning a
code at any The Melt store or mobile bus
location. Regular guests that place orders
using the app or website will receive their
10th order free automatically, conveniently
and without punch cards. Restaurants and
retail businesses that build customer loyalty
experiences upon the Perka enterprise
platform are able to extend functionality
beyond a standard Perka loyalty subscription.
To learn more about Perka, visit
www.getperka.com.
Roastar announces new Fractional
Pack custom line
Roastar is proud to announce
the newest addition to our
coffee packaging line, custom
printed 2oz. flat pouches.
These pouches are produced
using the same high barrier coffee film
used in the production of our 1/2lb and
1lb bags, and are available with the same
low minimum order quantities and fast
turnaround Roastar is known for. Our flat
pouches measure 4.82 x 6.25 and feature an
adjustable tear notch for perfect placement
and easy opening. For more information on
pricing, free samples, or flat pouch proofs
contact us at info@roastar.com or by calling
866-516-7247.
Erika Lowery joins Coffee Fest
Coffee Fest, a division of
Lifestyle Events Inc., is pleased
to announce the newest addition
to their team. Erika Lowery
has been chosen as the new
Exhibitor Support Manager for
the organization. Erikas job is to
support of the needs of exhibitors, vendors
and sponsors at Coffee Fest, including
exhibitor acquisition, marketing, floor plan
management, and related communications.
Erika began her coffee career in 1990 with
Austin Chase Coffee located in Gig Harbor,
Washington. She quickly moved from barista
to trainer before overseeing new store
start-ups. In 2011, she was hired by Forza
Coffee Company as the Director of Business
Development overseeing 22 locations in
the Seattle area.Coffee Fest, the leading
national and regional specialty coffee and tea
trade shows for retailers, roasters and allied
partners, approaching its 68th event, has
proven to be an excellent venue for education,
training, and new product releases.
Weldon FlavoringsCoconut Iced
Coffee! ! !
If you like Iced Coffee and you
love coconut, you are in for a
real treat this summer when
you try Weldon Flavorings
newest Coffee Flavoring,
Coconut, in your Iced Coffee.
Not only will you love the flavor but also it
can be enjoyed with your sweetener of choice.
These flavorings are completely free of sugar,
June 2013
artificial sweeteners, creamers, powders, and

syrups. Weldon Flavorings is the healthier
way to enjoy an Iced Treat without adding
a lot of extra calories or fat to clog your
arteries. These flavorings are the perfect
solution to serving Flavored Iced Coffee,
cappuccino, and lattes without all the calories,
carbohydrates, fats, and sodium. And if that
doesnt get your attention they are Glutenfree and non-allergenic. Each bottle comes
with a pre-measured pump, which allows
for quick and accurate flavoring of each cup.
Ideal for coffee shops, drive-thrus, office
coffee service, convenience stores, or any
place coffee is served. For more information,
please contact Weldon Flavorings at
info@WeldonFlavorings.com
Insight Beverages Stays on Trend
with High Energy French Vanilla
Frozen Cappuccino
As the weather heats
up, the beverage
segment is cooling
down. Frozen
coffee beverages are leading the pack as a
growing category, and drinks like Insight
Beverages High Energy French Vanilla
Frozen Cappuccino are satisfying customers
cravings for a delicious pick-me-up any time
of day. According to Technomic, frozen
coffee beverage sales are up 11 percent from
2008-2011, and are expected to see another
11 percent increase from 2011-2014. The
companys latest frozen carbonated beverage
flavors range from the traditional Sour
Apple and Blue Raspberry to the bold and
trend-setting Strawberry Lemonade and
Tea with Honey. Insight Beverages frozen
uncarbonated beverages are available in a
wide variety of fun flavors: Pina Colada,
Melon Berry, Island Splash, Mango Lime,
Margarita, Horchata, and Green Tea with
Honey. Coffee-flavored frozen uncarbonated
beverages include French Vanilla
Cappuccino, Caramel Latte, Cappuccino and
Mocha Cappuccino. Products are available in
bag-in-box and dry mix formats. To place an
order or request free samples, contact Sharon
Porter at sporter@insightbeverages.com or
visit www.insightbeverages.com.
The Quiet One
Vitamix , the
world leader in
high-performance
blending
equipment, offers The Quiet One. Thanks
to its dramatic sound reduction capabilities,
The Quiet One is ideal for any front-of-thehouse environment. The Quiet One is up
to four times quieter than the competition,
due to advance vibration dampening
technology, providing high-quality drinks in
a more enjoyable atmosphere. Its compact,
magnetically secured sound enclosure
significantly reduces cleaning time by
eliminating the need to remove screws or
disassemble the machine. In addition to
improved noise levels and innovative design,
The Quiet One offers six program buttons
with 34 optimized programs for ease-of -use
and consistent beverage preparation. The unit
is also fully programmable to create custom
blending programs for signature drinks,
smoothies and blended coffees. The Quiet
One also features an Advance container with
a unique design and built-in dripless spout. A
powerful 3 peak output horsepower motor
improves reliability and reduces down time.
Visit www.vitamix.com for more information.
927-11 FRC Fres Bag 2.7197x12.875 Coffee Talk Ad_SCAA A
Bag the Can.

With enhanced freshness
preservation and significant cost
savings, the Fres-co Fres Bag
is a superior alternative to the
antiquated coffee can.
Compared to metal cans,

our Fres Bag delivers*
84% weight reduction
47% reduction in energy
consumption
84% reduction in solid waste
Smart Solutions For
Your Shop
67% less greenhouse

gas emissions
Corner Seal technology
maximizes shipping and
shelf space
Scan this code or visit

www.fresco.com/fresbag
for more information.
Coffee Shop Manager is a

life-saver: Simplicity with
everything you need to know
about your business
- SUZANNE BERNAL, AXUM COFFEE, WINTER GARDEN, FL.
Read more about how Axum Coffee

puts Coffee Shop Manager to work
improving shop efficiency, customer
loyalty, and analyzing their business.
The Freshest Ideas in Flexible Packaging
TM
3005 State Road | Telford, PA 18969-1021

215.721.4600 | contact@fresco.com
*Source: LCA comparison analysis using
SavvyPack LCA software.
Call or click for a demo today.
800.750.3947
www.coffeeshopmanager.com
Winner of Peoples
Choice Best New
Product - Sustainability
24th SCAA Expo 2012
27
Advertisers Index
Company......................................................................................... Phone..................................Web...................................................................Page..........Coffee Fest Booth#
Alliance for Coffee Excellence/Cup of Excellence.......................................(406) 542-3509.........................AllianceForCoffeeExcellence.org................................29
Barista Life...........................................................................................................................(602) 803-0176...........................baristalife.net...........................................................................19
BeanSafe..............................................................................................................................(212) 244-5505............................beansafe.com.........................................................................29
Big Train................................................................................................................................(800) 244-8724..........................bigtrain.com............................................................................7..............................................................600
Blendtec................................................................................................................................(800) 253-6383..........................commercial.blendtec.com...............................................30
Bloomfield Industries....................................................................................................(314) 678-6336............................wellsbloomfield.com..........................................................27
BriteVision...........................................................................................................................(415) 374-8119...............................britevision.com......................................................................17...............................................................719
Cablevey Conveyors......................................................................................................(641) 673-8451.............................cablevey.com..........................................................................13
Cargill Risk Management............................................................................................(877) 256-8873...........................commoditypricerisk.com/...............................................15
CoffeeCares........................................................................................................................(619) 546-5400..........................tracktheimpact.com...........................................................30
Coffee Fest..........................................................................................................................(800) 232-0083.........................coffeefest.com.......................................................................13
Coffee Shop Manager...................................................................................................(800) 750-3947..........................coffeeshopmanager.com.................................................27............................................................606
CoffeeNetwork.com......................................................................................................(305) 925-4822..........................coffeenetwork.com.............................................................29
Costellinis............................................................................................................................(877) 889-1866............................costellinis.com........................................................................29
Curtis......................................................................................................................................(800) 421-6150............................wilburcurtis.com....................................................................17
Daterra Coffee...................................................................................................................(330) 941-2555............................daterracoffee.com.br.........................................................13
Eagle Web Press..............................................................................................................(800) 800-7980.........................eaglewebpress.com............................................................13
Espresso Me Services....................................................................................................(360) 213-0715.............................espressomeservice.com...................................................30
Everpure...............................................................................................................................(800) 942-1153............................everpure.com..........................................................................11
Flexicon Corporation.....................................................................................................(610) 814-2400............................flexicon.com............................................................................20-21
Follett Corporation.........................................................................................................(610) 252-7301.............................follettice.com..........................................................................30
Fres-co System USA, Inc.............................................................................................(215) 721-4600............................fresco.com................................................................................27
Global Customized Water..........................................................................................(805) 484-1589...........................globalcustomizedwater.com.........................................30
Grounds for Health.........................................................................................................(802) 241-4146............................ groundsforhealth.org........................................................30
Insight Beverages, Inc...................................................................................................(847) 847-3109............................insightbeverages.com........................................................29
International Coffee Consulting..............................................................................(818) 347-1378..............................intlcoffeeconsulting.com.................................................23
Java Jacket.........................................................................................................................(800) 208-4128...........................javajacket.com.......................................................................25, 30...................................................400
Knutsen Coffees, Ltd.....................................................................................................(800) 231-7764...........................knutsencoffees.com...........................................................30
Loring Smart Roast........................................................................................................(707) 526-7215.............................smartroaster.com.................................................................3................................................................414
Mother Parkers Tea & Coffee....................................................................................(800) 387-9398..........................realcup.com.............................................................................23
North Atlantic Specialty Bag....................................................................................(877) 827-5270...........................northatlanticbags.com......................................................23..............................................................818
Orleans Coffee Exchange...........................................................................................(800) 344-7922..........................orleanscoffee.com...............................................................27
Pack Plus Converting....................................................................................................(909) 902-9929.........................packplus.com..........................................................................29
Perka Inc...............................................................................................................................(503) 427-1377............................getperka.com.........................................................................25..............................................................921
Plitek.......................................................................................................................................(847) 827-6680..........................plitek.com.................................................................................31
Pod Pack International, LTD......................................................................................(225) 752-1160..............................podpack.com..........................................................................27
Rocket Man Equipment...............................................................................................(800) 921-0199............................rocketman.com.....................................................................23
Scolari Engineering S.p.A./Texpak Inc.................................................................(856) 988-5533...........................scolarieng.com.......................................................................32
Service Ideas, Inc.............................................................................................................(800) 328-4493.........................serviceideas.com..................................................................30
ShopKeep POS.................................................................................................................(800) 820-9814..........................shopkeep.com........................................................................5................................................................919
Stalkmarket Products (Asean Corporation)....................................................(503) 295-4977..........................stalkmarketproducts.com...............................................30
The Coffee Trust..............................................................................................................(505) 670-9783..........................thecoffeetrust.org................................................................29
The Dynamik Group.......................................................................................................(206) 686-2525..........................dynamikspace.com.............................................................29
The Truvia Company LLC...........................................................................................(855) 855-2362...........................truvia.com/foodservice....................................................9
Tierra Nueva Fine Cocoa & Chocolate Specialists........................................(786) 364-4444.........................coffeethins.com.....................................................................29
Tightpac America inc....................................................................................................(888) 428-4448..........................tightvac.com...........................................................................30
uVu Lid Company...........................................................................................................(561) 674-9415.............................uvulid.com................................................................................2
Vessel Drinkware..............................................................................................................(855) 883-7735...........................vesseldrinkware.com..........................................................19
Vita-Mix Corporation.....................................................................................................(800) 437-4654.........................vitamix.com/...........................................................................6
Weldon Flavorings..........................................................................................................(502) 797-2937...........................weldonflavorings.com.......................................................23
White Coffee Corp.........................................................................................................(800) 221-0140...........................whitecoffee.com...................................................................30
Please be sure to visit these CoffeeTalk Advertisers at Coffee Fest
28
Big Train
Booth 600
(800) 244-8724
bigtrain.com
The foodservice market leader in Blended Ice Coffee and
Chai beverage mixes, Big Trains product portfolio now
includes over 200 diverse products, the most complete in
the industry.
See Our Ad On Page # 7
CoffeeTalk Media
Booth 713
(206) 686-7378
coffeetalk.com
CoffeeTalk Media has been considered a bible
of the industry since 1994. We proudly deliver
our readers with the latest industry news,
trends, and products through our different
products: Coffeetalk Magazine, Daily Dose e-newsletter, and SCAA 2012
Award winner CoffeeTalk Press.
North Atlantic Specialty Bag

(877) 827-5270
North Atlantic Specialty bag is a division
of Diversified Packaging Concepts inc.
Our main focus has been and will always
be to give the same attention to detail to
all our customers big and small.
BriteVision
(415) 374-8119
BriteVision provides colorful, ecofriendly cup sleeves. Come by our booth
to learn how to grow sales or build your
brand and image through cup sleeve
marketing!
Java Jacket
(800) 208-4128
The Original Green Coffee Sleeve. Comes
in 100% Recycled Natural Kraft or White.
Can be custom printed with your design.
Perka Inc.
(503) 427-1377
Perka is a mobile app for neighborhood
merchants thats as fast and familiar as an
old-fashioned paper punch card. Reward
regular customers with custom perks, learn
their buying behavior, and get to know
them by name.
Booth 719
britevision.com
Coffee Shop Manager

Booth 606
(800) 750-3947
coffeeshopmanager.com
Coffee Shop Manager Point-of-Sale is designed
specifically for coffee shops. Great features including
tablets, integrated online and mobile ordering, self-serve
kiosks, and no-fee pre-paid cards and loyalty make
CSM the perfect business partner for your shop.
Loring Smart Roast

(707) 526-7215
Lorings advanced technology and superior
controls consistently produce better tasting
coffee while dramatically reducing costs and
eliminating smoke. Roast your best, time and
time again!
Booth 400
javajacket.com
Booth 414
smartroaster.com
June 2013
ShopKeep POS
(800) 820-9814
The simplest way to make smarter
business decisions.
Booth 818
northatlanticbags.com
Booth 921
getperka.com
Booth 919
shopkeep.com
Thinking of
opening or
remodeling
a cafe?
FEASIBILITY /
BRAND / DESIGN /
LAYOUT / SITE
ANALYSIS /
PERMITTING /
And MORE...
START HERE.
Call us TODAY
for a free consult.
206.686.2525
dynamikspace.com
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June 2013

Vol. XXVI No. 6

See Coffee Fest

Training in the 21st Century

Social Media for

Change Service Requested

Coffee improves lives

$4.75 Per Issue Complimentary to Coffee Professionals

Essential for a Quality Cup

Commercial Coffee Brewing Systems

Training in the 21st Century

12 Commercial Coffee Brewing Systems

Take Time for Training

Top 10 Tips to Avoid Expensive

Crimson Cup Coffee House

Social Media for Small Business

Coffee Fest Exhibitor Listings

14 Training in the 21st Century

24 Social Media for Small Business

Mail: HNCT, LLC, 25525 77th Ave SW

Essential for a Quality Cup

ITS TIME FOR

UNSURPASSED DURABILITY. AMAZING CONSISTENCY. AND MASSIVE HORSEPOWER.

the Quiet One.

Amplify your drinks without the noise.

2013 Vita-Mix Corporation.

Kerri Goodman-Small & Miles Small

his July, we once again make our magazine

in the tropics, as well as significant

Continuing reduced moisture and rising

2. La Roya (leaf rust) changing conditions

3. The rapid consolidation of coffee

Ka'u Coffee Fest, Ka'u, HI

China International Food Industry Trade Fair, Beijing, China

ACF Central Regional Conference, Little Rock, AR

Coffee Fest Chicago, Chicago, IL

Australian International Coffee Awards, Melbourne, Australia

World Tea Expo, Las Vegas, NV

NRA Show, Chicago, IL

SW Foodservice Show, Dallas, TX

Thaifex, Bangkok, Thailand

Cumbre Latinoamericana del Caf, Puebla, Mexico

Melbourne International Coffee Expo, Melbourne, Australia

13th Annual Roasters Guild Retreat, Roanoke, WV

International Food Exhibition, Guangzhou, China

Western Foodservice & Hospitality Expo, Los Angeles, CA

Ultimate Barista Challenge, Surabaya, Indonesia

Expo Comida Latina, Los Angeles, CA

from crop to cup.

from field to table.

Coffee beans come from plants. So should your sweetener.

*Source: AC Nielsen All Outlets, 52 weeks ending 24 Nov 2012

2013 Cargill, Incorporated.

In the pour over method it is evident that shops

Parker suggests, Depending on your input water, depends on which system to

Scott Guglielmino, a product manager from La Marzocco USA says, Never

Fralix, from MAVEA recommends their PURITY Quell ST filter. It is A single

Tim Hibbs, a business development expert with OptiPure suggests making a

Minerals act as a buffer, it keeps the pH levels in line.

Roy Parker, the senior marketing

Premium quality water with a twist of the wrist.

Commercial Coffee Brewing Systems

Best Customer Service