Coffee Bean International A closer look

We are Coffee Bean International,

a visionary coffee company from
the heart of the Pacic Northwest.
Experienced. Trusted. Respected
from coast to coast. We are
passionate fanatical, you could
even say about the coffee we
roast and the service we deliver.
From the farms to the roaster to
the retailer to the cup, we strive for
perfection every step of the way.
Big enough to support your growth,
small enough to give you the
attention you deserve, we are
your ideal partner. Well help you
become a coffee destination.
partners in your
success
We provide the coffee and the support. All the way through
to the cup

.
At Coffee Bean International, we pride ourselves on our
traditional artisan approach to roasting. In fact, were one of
the countrys largest and most respected specialty roasters.
But thats only half our story. All the other things we do for
you thats what really sets us apart.
Inside, we introduce you to our unique partnership approach,
and how our entire company is set up to help you become a
coffee destination. We think that once you get to know us,
you wont want to partner with anyone else.
Welcome to Coffee Bean International.
6
Trailblazers of
Specialty Coffee
14
Develop a
Coffee Culture
11
Coffee Thats
Uniquely Yours
18
Partners for the
Long Run
8
Specialty Coffee Your
Customers Love
16
Communicate and
Differentiate
12
Build Trust with
Your Customers
20
Go Green
trailblazers of coffee
Were a company of rstsand a company you can count on.
When Coffee Bean International rst began roasting in 1972,
most Americans had never seen whole bean coffee, let alone
tasted a latt. Founded by two coffee fanatics living in a small
Oregon town, the company has grown from a tiny storefront
operation into one of the largest and most respected wholesale
specialty coffee roasters in the country. Were a founding
member of the Specialty Coffee Association of America and one
of the rst roasters in the United States to promote dark roasts,
develop avored coffees, and offer certied organic and
Certied Fair Trade

coffees.
Patrick Criteser
President and CEO
We provide our customers
the dedicated service expected
from a national roaster in
harmony with the hand-crafted
quality coffees and market
insight that only a true specialty
roaster can achieve. Everything
we do reects this mission and
the strong internal values that
make it possible.
2002
Became Kosher
certied
2004
Named to Oregon
Governors Employer
Honor Roll for its
support of employees
with disabilities
2006
Named as one of
the top three specialty
coffee roasters in
the country by
Roast Magazine
1994
Won international
Clio

award for
its Panache coffee
packaging
1990
Initiated partnership
with Coffee Kids

in an on-going
relationship as a
corporate sponsor
1976
Company moved to
Portland, Oregon to
focus on developing
wholesale specialty
coffee business
2008
Designed and built
a new state-of-the-art
specialty coffee
roastery in Portland
Roastmaster,
Paul Thornton, elected
to SCAA board
1996
Predating fair trade, began
an ongoing nancially
supportive relationship
with Haitian Bleu

Caf
Natives coffee cooperative
Founding member of the
Northwest Shade Coffee
Campaign with Seattle
Audubon Society
1995
Won international
Clio

award for
its Xanadu

Exotic
Tea packaging
1991
Won the rst
Portland Cup for
the best cup of
coffee in our
hometown
1982
Founding member
of the Specialty Coffee
Association of America
(SCAA)
First specialty coffee
roaster in U.S. to be
organically certied
1972
Founded in Eugene,
Oregon as one of
nations rst specialty
coffee roaster-retailers
2000
One of the rst
Certied Fair Trade

coffee roasters in
United States
2003
Partnered with
Mercy Corps

to
benet coffee growers
in Central America
2005
Roastmaster,
Paul Thornton,
elevated to head
of Roasters Guild
in U.S.
2007
Acquired by Farmer
Bros. Co. of California

Named Food Vendor
of the Year by Target

,
an award never before
given to a private-label
supplier
6 7
specialty coffee your
customers love
Today, more than ever, your customers are looking for quality.
A new great cup is what gets customers talking. It enables
repeat businessday after day, year after year.
Coffee Bean International understands that quality is the
cornerstone of your destination coffee program. We are passionate
about handcrafting authentic specialty coffee. We believe every
step has to be perfect: from selecting the best beans, to roasting,
to packaging and distribution, presentation and brewing. Its a
high standard to reach, but we do it every day.
8 9
PREMIUM COFFEE: Comprised of avored
coffees, some single-origins, and off-the-
shelf blends.
MARKET: It is served at donut shops, popular
fast food chains, and some mid-level coffee house
chains. Drinkers typically add cream and sugar
and move on with their day.
SPECIALTY COFFEE: High-grade single-origins and
hand-crafted blends that command a higher price.
ACCREDITATION: Specialty coffee adheres to the
strictest industry standards set forth by the Specialty
Coffee Association of America. Specialty coffee is
an ongoing shared passion for quality, from close
relationships at origin to close relationships with
your customers.
MARKET: Specialty coffee is served at the best
coffeehouses. Its complex avors and aromas are
savored by coffee enthusiasts every day. It is the
cornerstone of a coffee destination.
TRADITIONAL COFFEE
Cupping Score: Below
standard grade
Beans: Robusta and
low- grade Arabica
commodity
at avor
inconsistent
SPECIALTY COFFEE
Cupping Score: 80 100
Beans: 100% Arabica
highest quality
distinct avor
consistent
TRADITIONAL COFFEE: Flat coffee with no
complexity. Limited distinction in avor, body,
acidity or aroma. Inconsistency and greater
amount of bean defects allowed.
MARKET: Drinkers are migrating away from
this category seeking a better cup.
PREMIUM COFFEE
value
neutral avor
some inconsistency
Cupping Score: < 80
Beans: 100% Arabica,
with some exceptions
Coffee Bean International buys coffee here higher grade premium and specialty coffees.
Paul Thornton Roastmaster & Green Coffee Buyer
Chairperson for the Technical Standards Committee of the
Specialty Coffee Association of America, co-founded the Northwest
Regional Roasters Group, certied Q Grader, founding member of the
SCAA Roasters Guild, Roasters Guild Executive Council member
Leader in the
coffee industry:
27 years Years at company:
Roastmaster, Green Coffee Buyer, Plant Manager, Roasting Manager,
Roaster, Flavoring and Blending, Coffee Packer
Positions held
at company:
Sweet melon...
dried fruit...
apricot...plum... All three of these
coffees are consistent in
aroma, avor and body...
excellent!
Rwandan
Guatemala
San Guayaba
AROMA
Spicy
BODY
Mild
FLAVOR
Sweet
citrus
coffee thats
uniquely yours
Well help you customize your product offering so you stand out
in your market.
Customers want quality and selection. Coffee Bean International
delivers both. We offer a wide variety of truly unique coffees
from around the globe, all roasted by hand. We currently
produce over 180 different coffees, including single-origins,
blends, certied organic and Certied Fair Trade

, direct trade,
avors and espressos. Well help you build a custom product
offering that meets your gross margin objectives and exceeds
your customers expectations for quality.
2 Tablespoons
Freshly roasted ground coffee
Silver Plated Spoon
Tasting coffees
6-ounce Cup
55 g coffee per liter of water
Spitoon
Funnel-shaped cup
Coffee
Roasted light (Agtron 60)
Rinsing Cup
Rinse spoon for each coffee
Hoping for
excellent body...
for balance...
Cupping Score
91.2.
The tools for
CUPPING COFFEE
10 11
5
10
Flavor
(9.1)
Balance
(9.2)
Fragrance/
Aroma
(9.4)
Acidity
(9.5)
Uniformity
(8.6)
Aftertaste
(8.9)
Clean cup
(9.2)
Sweetness
(9.4)
Overall
(9.1)
Body
(8.8)
1
Clean Heat: By cleaning smoke and
recycling heat, our Regenerative Thermal
Oxidizer (RTO) signicantly lowers natural
gas usage (by 70%), reducing our impact
on the environment.
4
Bean Integrity: Cablevey

conveyors
transport coffee gently and directly, both
vertically and horizontally. This increases
freshness and reduces bean breakage.
Our system eliminates the chance of
avor or non-organic comingling.
2
Coffee in Hi-Def: Our new, green
coffee cleaning system removes dust,
dirt and other non-coffee materials
prior to roasting, improving your
coffees quality.
5
Quality & Freshness: This dual-lane
packaging line with automatic check
weighing feedback guarantees precise
package weights.
3
Artisan Roasting: Five roasters of
varying sizes allow us to match the scale
required by any customer. This allows us
to provide limited edition micro-lots and
custom blends without compromising
daily throughput.
6
Capacity to Grow: Finished goods
warehouse with 6,900 bin locations
accessed by automated forklifts.
build trust through
reliability and consistency
We have the technology, artistry and efciency to consistently
deliver uncompromising coffee.
When it comes to keeping your customers happy, consistency
is king. Your coffee must be fresh and deliciousalways.
Teaming up with a coffee company that you can trust to deliver
nothing but the best day in and day out is key.
Our brand new, state-of-the-art, LEED-certied production
facility integrates artisan roasting with the most current best
practices in quality control and efciency. Your coffee is
delivered on time and fresh, packed in one-way structural
valve packaging, and free of impurities.
Robert Reed
Vice President Supply Chain
We carefully built our new
facility to practice World Class
Manufacturing: delivering
awless execution for the
most demanding customers.
Coffee quality and freshness
are at their best levels in our
companys history. Weve more
than doubled our capacity.
And, weve reduced our carbon
footprint signicantly.
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Coffee 101
Coffee Roasting
Blended Coffees
Sustainable Coffees
Coffee Brewing
Espresso 101
History of Coffee
Dark Roasts
Tea 101
Coffee Tasting
Product
Selection
Equipment &
Fixture Design
Product
Presentation &
Consistency
Coffee Passion
New Product
Development
Coffee Expertise
PROPRIETARY: Train-the-Trainer Modules
Coffee
Culture
Major Big Box Retailer
SITUATION
The client was relying too much on branded
products to drive store trafc. There was a
clear opportunity for a higher-quality line of
private label coffees to steal share of the
specialty coffee category. At the time, the
clients specialty own brand program was
still in its infancy.
SOLUTION
We concepted a destination offering for their
coffee aisle. We consulted on merchandising,
packaging, SKU assortment, signage, and how
to strategically position their brand in the fast-
changing coffee category.
We also introduced
the Reserve Roast
program: an aspirational,
exclusive offering to
lift up the brand:
Coffees that were better
than what customers
could get at coffee
shops; some of the best
coffees in the world.
RESULT
The clients own brand has achieved a share of
the coffee aisle that is over twice the national
average, adding credibility to their private label
in other store categories. Additionally, their
coffee offering has gained respect within the
Specialty Coffee Association of America, as well
as among the top growers in the world. Truly a
destination coffee program.
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develop a
coffee culture
The Internal Brand
Developing, starting and maintaining a destination coffee
program can be daunting. Coffee is complexfrom the
bean All the way through to the cup

. With Coffee Bean

International, you dont have to go it alone. We can help you
and your team through every step of the process. Well share our
passion and teach you everything you need to know through
training sessions, program launches, employee education and
coffee colleges, ongoing maintenance programs, corporate
retreats at our roasting facility, newsletters and more.
14 15
Bruce Mullins Vice President of Coffee Culture
Cup of Excellence

Cupping Judge, Coffee Quality

Institute (CQI) Trustee
Involvement in the
coffee industry:
26 years Years at company:
VP of Coffee Culture, VP of Product Development, Director
of Training, Brand Director, Director of Customer Service
Positions held
at company:
Major Luxury Department Store
SITUATION
They were buying from Starbucks

and not getting

priority treatment. The buyer was looking for:
a service oriented partner that shared
their values
coffee quality that was equal or better,
and fresher

The buyer did not want the transition to be
perceived internally as a value play.
SOLUTION
Up front, we executed a perfect match on coffee
and packaging by conducting live, unannounced
rollouts to select regions with zero notice by
customers or managers.
To grow the line, we introduced Cause Coffees
with product rotation, including certied organic
and Certied Fair Trade coffees. This increased
the value of the coffee line, both internally
and externally, and appealed to our customers
discerning customer.
RESULT
They have eliminated any reliance on Starbucks

.
In addition, their proprietary brand, internationally
celebrated as #1 in customer service and quality,
transitioned perfectly from fashion to coffee
without compromising any of its core values.
They have created a destination coffee program.
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communicate and
differentiate
The External Brand
The days of solely relying on national brands to drive trafc
are over. Your own brand can win on quality and make a more
personal connection with your customers. You can build a
destination coffee program that is world-class.
Partner with the creativelab

to design a brand that owns

your customers perception of quality. Mix and match program
elements like sustainability, interactivity, innovation and
variety. Create an image with memorable appeal, one that
stands out with clear differentiation. From packaging design
to in-store signage and everything in between, well create
a brand strategy that combines our category expertise with
your brands core values.
Whether you are looking for an extension to
an existing brand, an upgrade or an entire
new brand, we will work with you to meet your
goals and connect you with your customers.
17
BRAND AUDIT
A review of your current brand, how
it communicates to your customers
and measures up to the competition.
During this process we help you
envision the opportunities.
BRAND STRATEGY
The plan to position your brand with
maximum personality and promise,
increasing your customers loyalty
and telling your story.
IDENTITY
Whether a logo, an iconic image or
a distinct color scheme, when your
customers see it, they will think of
your brand. This is why it is impor-
tant that you communicate what you
stand for and deliver it with clarity.
IN-STORE PROMOTIONS
An experience that invites your
customer to engage and react
while building brand presence
and promise.
PACKAGING
We create packaging that stands
out, gets noticed. It is always
fresh, smart and on target.
MANAGING ASSETS
Create a strong brand presence
by maintaining consistency and
effectively implementing and
managing the execution of the
elements across all media.
ADDITIONAL SERVICES
Industry Market Research
Market Trends
Fixturing and Display Design
Merchandising
Brand
Audit
Brand
Strategy
Design
Concepts
Analyze
the Options
Refine /
Produce
Manage
Assets
Creative
Process
Copy Writing
Name Generation
Collateral
Signage
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partners for the
long run
With non-stop innovation, well help you achieve
long-term growth.
The world of coffee never stops changing, which means you
cant either. You must innovate if you want to stay in stride
with coffee drinkers ever-changing tastes. You must be willing
to think fresh and try new things to generate excitement,
attract new customers and win hearts.
Coffee Bean International knows all about innovation. Our
entire organization is designed to support your needs in growing
your category, with your dedicated account manager right by
your side.
ON CALL
Your National Account Team is on call 24/7. Need help with
a presentation? How about a new store opening? Coffee Bean
International is structured to help you execute your coffee
program with ease.
SUPPLY CHAIN CONSULTATION
Need to re-route a shipment to your Florida distribution
center? No problem. Our National Account Managers (NAMs)
are supported by National Account Coordinators (NACs) that
provide real-time info on the ow of products and services
around the country.
PROMOTIONALS & MERCHANDISING
Looking to beat a tough comp? Need to hit a monthly number?
Want to make a splash with a new product introduction?
Our NAMs have tremendous experience in building in-store
marketing programs that are proven to work.
MARKET INSIGHTS
To stay ahead of the market, you have to shift program strategy.
Your NAM can deliver market insights that are relevant to your
channel, so you can make informed decisions.
NEW PRODUCT DEVELOPMENT
Seasonal offerings, limited editions, meeting regional
preferences or new custom coffees. NAMs make category
innovation easy for you.
PROGRAM EVOLUTION
NAMs are business consultants. Theyll periodically analyze
your program with modeling frameworks so you can evolve and
continue to manage your business with a fresh perspective.
Gourmet Specialty Retailer
SITUATION
The companys offering was stale, lacking
excitement and focus. The buyer wanted to
increase coffee sales while continuing to appeal
to the gift-buying nature of her business.
SOLUTION
After starting with exact matches across the
line, we quickly noticed unique sales trends.
We transitioned focus to avored coffees and
then executed an in-store sampling program
to take advantage of the strong aromas of
avored coffee. We sent airpots and brewers
to each store and followed up with new
avors each month.
RESULT
This specialty retailer has developed a long list
of proprietary avors that they showcase during
seasonal promotion and for cross-marketing
purposes. Their avored coffee program is arguably
the best in the world. They have experienced
eight years of increased sales, strong gift
concepts and better performance year-round.
Their offering creates a coffee destination.
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Margaret Crow Sr. Vice President of Customer Development
Working with operators who truly invest in making an exceptional
cup of coffee
What she likes
about the industry:
17 years Years at Company:
Sr. VP Customer Development, President & CEO, VP National
Accounts & Marketing, Director of National Accounts, Customer
Service Manager, Purchasing Manager, Account Executive
Positions held
at Company:
National Account
Manager
+
Customer
VP of Supply Chain
Quality Assurance Manager
Trafc Coordinator
Plant Manager
VP of Sales
Director of Business Development
Business Development Coordinator VP of Marketing
Product Innovation Manager
creativelab

VP of Product
Coffee Culture
Roastmaster/
Green Coffee Buyer
President/CEO
SVP of Customer Development
Program Implementation Manager
National Account Coordinator
FAIR TRADE & ORGANIC
Differentiate your own brand with
a strong focus on organic or fair
trade coffees. Proudly the rst
roaster to market certied organic
coffees and among the rst roasters
to offer Fair Trade Certied

coffees,
we can deliver off-the-shelf or
new coffees that will broaden and
elevate your offering.
DIRECT TRADE
It is the perfect blend of fair
pricing, sustainability, personal
relationships at origin, and high-
quality coffee. Help support
specic farms in developing
countries by purchasing directly
from farmers that we work with.
Project Direct

ensures that a
premium is paid to farmers that
produce high-quality coffees.
Project Direct is the ultimate in
social responsibility at origin.
COLLABORATIVE COFFEE
Tie your brand to Mercy Corps

or Coffee Kids

, two organizations
dedicated to community-based aid
in coffee growing regions around
the globe.
LEED CERTIFICATION
Coffee Bean International is the
rst roaster in the Northwest to
achieve LEED Certication, a third-
party verication that our facility
meets the highest green building and
performance measures, including
reduced waste sent to landlls,
energy and water conservation,
reduced emissions, and overall
environmental stewardship.
the power of green
Well incorporate sustainability into your own brand for stronger
sales and a stronger planet.
Green is goodfor your planet and your bottom line. Today,
customers dont just expect your coffee and your business
practices to be sustainablethey demand it.
Coffee Bean International has a strong heritage of supporting
specialty coffee sustainability, both in countries of origin and in
our domestic business practices. As your partner in sustainability,
well support your own brand and add a point of differentiation
you can proudly leverage in the marketplace. Your own brand
can be greener than the competitions.
20 21
Coffee Bean International

9120 NE Alderwood Road, Portland, Oregon 97220

tel (503) 227 4490 | toll free (800) 877 0474 x239
www.coffeebeanintl.com
Designed by
As your partner, well provide you
with the freshest hand-crafted
specialty coffee that only a true
artisan roaster can deliver. Of equal
importance is our servicewell
make it easier for you to run your
coffee business. It doesnt matter if
youre big or small. We are set up
to give you the personal interaction
and expertise youve been seeking.

We look forward to learning more
about your business and helping
you become a coffee destination.