You are on page 1of 32

November 2012

Vol. XXV No. 11

www.CoffeeTalk.com

Victrola
Coffee Roasters

See NAMA Exhibitor Listings
Page 24

page 20

When Water Is the Enemy

16

Cafe Jumpstart – A Tip a Month

18

International Food and the Café

Change Service Requested

14

HNCT, LLC
25525 77th Ave SW
Vashon, WA 98070

The Green Guide

PRSRT STD
U.S. Postage
PAID
Permit No. 178
Salem, OR

10

Coffee improves lives

$4.75 Per Issue • Complimentary to Coffee Professionals

This Month:

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 you’ve 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

Contents

7

In Memoriam

8

The View

10

The Green Guide

12

Custom Packaging

12

Branding for the
Business You Want

14

When Water Is the Enemy

16

Cafe Jumpstart

18

International Food
and the Café

20

Retailer / Roaster Profile

22
24

10 The Green Guide

Creating Retail Success

12 Branding for the Business You Want

– A Tip a Month

Old School, Fun, and Sophisticated
Victrola Coffee Roasters

Rocky Rhodes

Quality Equals Money in Indonesia

NAMA Listings

26

News Bites

28

Advertiser Index

14 When Water Is the Enemy

Who We are
Owners

CEO/Publisher/Advertising Director
Kerri Goodman-Small, ext 1 | 877.426.6410 | 206.795.4471
kerri@coffeetalk.com
Editor-in-Chief
Miles Small, ext 2 | 206.795.2835
miles@coffeetalk.com

Professional
Memberships

International Development
Rocky Rhodes, 818.347.1378
rocky@coffeetalk.com
Bill Kaprelian, ext 7
bill@coffeetalk.com

Design

Print Design
Marcus Fellbaum, ext 5
marcus@coffeetalk.com
Web Design
Justin Goodman, ext 6
justin@coffeetalk.com

Administrative

Administrative Director, Accounting, Subscriptions
Sandra Hundacker, ext 4
sandra@coffeetalk.com

Mailing Info

Feature

4

Victrola
Coffee Roasters

Mail: HNCT, LLC, 25525 77th Ave SW
Vashon, WA 98070
Phone: 206.686.7378 Fax: 866.373.0392
Web: www.coffeetalk.com

Disclaimer
CoffeeTalk does not assume the responsibility for validity of claims made for

advertised products and services. We reserve the right to reject any advertising.
Although we support copyrights and trademarks, we generally do not include
copyright and trademark symbols in our news stories and columns.
Circulation: CoffeeTalk (ISSN 1084-2551) is mailed monthly (10 times per
year) with combined June/July and November/December issues, also bonus
mailing/distribution for Education Guides and foodservice/hospitality and coffee
conventions/shows throughout the year.
Postmaster: Send address changes to HNCT, LLC, 25525 77th Ave SW, Vashon,
WA 98070
Subscription: The cost of a subscription in the U.S. is $47.50 per year; in
Canada, the cost is $72.00. Free to qualified industry professionals. Nonqualified requests may be rejected. Publisher reserves the right to limit the
number of free subscriptions. For subscription inquiries, please call 206.686.7378
or subscribe online at www.CoffeeTalk.com.
Copyright © 2012, HNCT, LLC, All Rights Reserved

November 2012

x1

What does your cup say
about your company?
Bland?

Brand!

Your coffee cup stays in front of your customers and everyone around them for an
average of 30 minutes. That’s about 50 hours of advertising per 100 cups served. What
kind of impression does your cup create? Does it build your business or just hold coffee?
Advertise your business 30 minutes per cup - Change your cup from bland to brand!

Call Visstun Today! (800) 401-2910 www.visstuncups.com
®

Big Brand Look... Boutique Brand Volume!
5

®

In Memoriam
SALIM JANNA - President
Exportadora de Café Condor

T

he coffee industry pays respect to and remembers with
great admiration the life of a man who played a very
formative role in the development and advancement of
specialty coffee. Salim Janna, or “Salo” as many of his friends
called him, started his coffee career by joining the Colombian
Coffee Federation in Bogotá in June, 1983. Shortly thereafter,
he received his first promotion and was transferred to the
Colombian Coffee Federation in New York where a few short
months later he was appointed President.

Salim was one of the pioneers and promoters of the 100% Colombian Coffee
program. He led an advertising and promotional campaign which positioned
Juan Valdez among the most recognized icons in the US, and Colombian Coffee
among the top quality coffees in the world.
In 1995, he and his wife Marcela decided to move their family back home to
Colombia. Salim wanted to continue his career in coffee and decided to invest
in Café Condor. In 1996, Salim became its CEO and majority investor and
under his leadership the company became a pioneering exporter of specialty
coffee.
Salim was actively involved with the SCAA where he participated in the
International Relations Committee as well as on the board of directors. He was
also one of the founders of the Colombian Specialty Association. His passion
for quality showed in his many contributions to the Coffee Quality Institute
(CQI), where he served as respected trustee for a period of thirteen consecutive
years, until he retired from the board two years ago. He was very instrumental
in helping CQI to attain many of its successes and his wisdom and counsel were
highly valued. He was a straight shooter whose commitment to quality was
unwavering.
Salim was a go-getter. He would breakfast in Bogotá, be seen at an afternoon
meeting in New York, and later dine with clients in L.A before taking the
red-eye back to Miami or Barranquilla. His intrinsic sense for opportunities
combined with his tenacity and determination made him a successful
entrepreneur at a very young age. He invested in the port of Barranquilla as
well as in coal mining in Colombia’s interior where he acquired a coal trading
company, serving as its CEO. He also served on several boards in the energy
industry and health care sector in Colombia. When Salim was engaged in an
industry he committed himself to making it better, and to making a difference.
He had an insatiable appetite for learning and would share with friends and
colleagues the case study learnings from his annual sojourns to Harvard
Business School’s executive education programs. He was very passionate about
the importance of lifelong learning and to working hard to achieve your goals.
He certainly modeled those values.
Yet, for all the accomplishments of his career, the single most important focus
of his life, and the only real measure of success that was important to him
was the love of his family. Salim’s wife Marcela and his three sons, Nicolas,
Julian and Gabriel were the center of his universe and the source of his joy and
inspiration. He beamed when he spoke of them and was so very proud of the
life they shared. Salim was a devoted and loving husband and father. He had a
heart that was bigger than his entire body and it overflowed with generosity and
warmth and acceptance.
And so, we pay tribute to the contributions of an industry leader who so many
of us had the privilege of calling friend. Let us honor his memory by our
steadfast pursuit of quality and in our understanding of what is really important
in life. We shall carry him our hearts always.

7

The View
A

s I am preparing this column for publication, about half the

requires providers to lug the gas tanks that weigh approximately 25 lbs

population is enduring the onslaught of Hurricane Sandy as it

each. These tanks are awkward and difficult to grasp because of their

comes ashore in New Jersey. The destruction is already extensive

cylindrical shape and lack of a handle. As a result, providers either roll

and we haven’t heard from the inland areas that are bound to experience wide

the gear on a dolly-like structure, or bear the weight on their own

ranging power outages, flooding, and loss of life and property. We sincerely

heads – all of which prove unfeasible in remote, mountainous areas.”

wish all our friends and business associates in the Mid-Atlantic, New
England, Great Lakes, and Canada God speed and good luck during these

We hope that our small contribution will help Basic Health International

terrible few hours and the days and weeks of cleaning up ahead.

deploy more of these needed tools to villages and women in need. We also
urge you to give as well. For more information on Basic Health International,

Congratulations!!!
Congratulations to Basic Health International for receiving the most clicks
in our Making A Difference issue that is published on-line every July. Basic
Health International will receive a $1000 donation from the CoffeeTalk
Foundation and our warm congratulations. Basic Health International
developed, along with students from Hampshire College in Massachusetts, a

you can call 212-241-0733 or email them at info@basichealth.org. Their
address is:
Basic Health International
Mount Sinai Medical Center
One Gustave, L. Levy Place, Box 1170
New York, NY 10029-6574

transportable lightweight gynecological exam table made from inexpensive
materials. The table folds up and can be carried like a backpack into remote

Thank you for making our raffle successful!

areas that may not have seen women’s medical care for generations. The frame

On behalf of the 5th graders of the West Seattle

also has pouches for carrying the cryotherapy tanks and supplies

Elementary School (a school with hope and heart), we

In the words of BHI…

would like to thank the generous Coffee Fest exhibitors

“Imagine painting a 5-story building without a ladder, or harvesting

and our dinner party guests for their contributions to

coffee without a container to store the beans? This is the situation that

our raffle fundraiser. Miles and I were amazed at the

many health care providers find themselves in when administering

contributions of so many friends and business partners,

cervical cancer screening in remote and rural areas. Health care

enabling us to successfully reach our goal to sustain the

providers often travel long distances to provide life-saving cervical

camp in Islandwood, where the students participate in

cancer screening and treatment to rural areas that do not have health

experiential and project-based fieldwork. For many of

clinics or gynecologic examination tables. Women have to be examined

these students, it is their first time being outside of the

on desks, tables, hard floors or low mattresses in community rooms

city and they come back changed, with a broader view of themselves and the

or private homes. These non-traditional facilities are often poorly lit

impact they have as members of a community. Keeping the program alive

and uncomfortable for women. In addition, to treat pre-cancerous

would not have been possible without your support!

cervical lesions, cryotherapy (freezing) of the cervix is employed. This

Calendar

8

Nov. 1-2

LXXV Congreso anual de ASOEXPORT - Cartagena, Colombia

Nov. 22-25

11th Seoul International Café Show - Seoul, Korea

Nov. 3-4

Coffee & Tea Festival - Atlantic City, NJ

Nov. 28 - Dec. 2

20th Encafé - São João da Mata, Brazil

Nov. 3-4

Coffee Fair - Portland, OR

Dec. 4-6

Dubai Drink Technology Expo - Dubai, UAE

Nov. 7-11

Sintercafé 26th Edition - San Jose, Costa Rica

Dec. 5-7

18th Asia International Coffee Conference - Ho Chi Minh City, Vietnam

Nov. 8-9

Ethiopian Coffee Exporters Association (ECEA) - Addis Ababa, Ethiopia

Dec. 14

Green Coffee Association Annual Holiday Party - New York, NY

Nov. 11-16

ASIC- 24th Int'l Conference on Coffee Science - San Jose, Costa Rica

2013

Nov. 13-15

Coffee Tea & Water - New Orleans, LA

Feb. 7-9

IWCA III International Convention - Guatemala City, Guatemala

Nov. 20-22

The European Coffee Symposium - Amsterdam, The Netherlands

Feb. 14-16

10th African Fine Coffee Conference & Exhibition! - Kampala, Uganda

November 2012

The Green Guide
by Chad Trewick, Senior Director of Coffee and Tea, Caribou Coffee

S

o much talk everywhere we look about
“going green” these days, and for good
reason. This year U.S. electricity prices are
estimated to average 10.48 cents per kilowatthour, a 1.1 percent increase from 2011. And
natural gas is estimated to average $9.21 per
thousand cubic feet in 2012, a 2.2 percent
increase over 2011. So, that’s incentive to reduce energy consumption in
coffee shops even when you consider the bottom line alone. Thankfully,
Energy Star estimates that by simply focusing on energy use our category
of business can expect a 10-15 percent savings in utility costs. It is tough to
dispute that energy conservation efforts make good business sense when
approached from that tack.
But let’s look at it from another angle for a moment. We are close to our
supply chain in the coffee world – closer, perhaps, than in many other
industries. We know the places our coffee beans come from and, in many
cases, the people whose lives depend on them. We work collectively as an
industry toward a sense of connectedness and understanding of the impact
of our decisions. I still remember Paul Hawkin applauding our leadership
in responsibility in at the SCAA Expo in San Francisco already in 2001. We
know, too – if we’re paying attention – that the partners we depend upon
in coffee-producing origins face increasingly challenging climate volatility
making each crop year an unpredictable adventure wrought with newly
arrived plagues, too much or too little water, wind-damaged plantings, etc.
Pricing is impacted by these swings in climatological patterns to be sure.
Whether or not you subscribe to the notion that the changing climate today
is a result of human activity is not important here. What is important is that
we look at our own business behaviors and find the ways that we can make
an impact toward overall reduction of the energy we consume – the carbon
footprint that we leave. Dare I say the contributions we make to greenhouse
gasses? To make sure that we are all on the same page (and feeling a sense
of responsibility) that can hopefully inspire us to act, I offer the following
tidbit: in multiple life cycle analyses of coffee it has been stated that cafes
consume more energy than any other part of the life cycle of coffee. More
than growing, processing, transport, or even roasting. That is because it takes
heaps of energy to make water hot, air condition shops, and refrigerate all the
goods we want to keep from going bad in order to sell them. But mostly it is
heating water; whether that is done in a coffee shop or in your home.
So what do we do? The Barista Guild of America (BGA) approached
the SCAA’s Sustainability Council during annual leadership meetings in
2011 with a very specific challenge: How can we guide cafe operators to
make sustainable and more responsible choices in the ways they run their
businesses? When the leadership of BGA left the room, we on the council
struggled for a bit trying to figure out how on earth we could possibly deliver
on such a seemingly overwhelming request in a reasonable amount of time.
But then we recalled the great work of Kirstin Henninger at the Green Cafe
Network. Henninger partners with The Food Service Technology Center
to help guide the practices she recommends from a scientific angle. The
Sustainability Council partnered with Henninger and embarked on the
yearlong process of creating the Green Guide, which is a component of the
Green Your Cafe campaign, launched by SCAA this year.
The Green Guide is a multi-module digital tool meant to empower café
operators to ease into reducing the negative impact imparted by café
operations. In order to endorse this tool, as the SCAA, we worked diligently
to ensure that none of the practices encouraged could have a negative impact
on quality. The guide is completely accessible (both in price, at about $25,
and in actionable items); it is designed to empower operators to do as much,
or as little, as they want at the onset. Clear step-by-step guidance minimizes
confusion and, importantly, a sense of being intimidated by how much we
can do. The first module focuses on energy. The next module will focus on
water management and future modules will discuss waste reduction and
recycling, purchasing strategies, offsets, and reduction of toxins and pollution
production.

10

And more comes with the Green Guide. With the purchase of the guide,
SCAA members will receive a one year subscription to START. “START is a

powerful online database
that allows retailers to
input data related to their
business and discover the
impact of their efforts,”
notes Sarah Beaubien
from Farmer Brothers
who serves on the
Sustainability Council.
She adds: “Providing
accessibility to this reporting tool is an important show of support of the
SCAA’s strategic vision to help incorporate sustainability into everyday
behaviors among its members.” From a pragmatist’s perspective, there can be
no progress if it is not recorded and reported – encouraging people to utilize
the energy module of START is a step in the right direction of reporting on
our behaviors as an industry. Once we start gathering data, our hope is that it
will inspire more actions.
And while we do need to focus on our energy consumption, we need to
look at the products that are a part of our businesses. Take single-use cups
and plastic ware as an example. With many estimates buzzing around our
industry telling us that as much as 90 percent of the business we do is for take
away, we are generating an enormous amount of trash. And shouldn’t it be
“more responsible” trash if it can be? Technology for compostable single-use
drinkware has advanced significantly in recent years yielding impressive
hot-beverage-holding performance and lightening the load on our quickly
disappearing landfill space.
While still an imperfect solution today*, removing that layer of nonbiodegradable plastic that has historically lined hot cups is another great step
in the right direction. Now we just need to keep on track to buy more and
more of these products so that we can reduce the pricing premiums that still
exist in many cases today. Or, we could also simply decide that expenditures
that bolster our responsibility are a planned upon part of our business models
and not look back. The future is now, you know, there is no sense waiting
until we are told to do what we know we should do today. A suggestion: use
the savings resulting from smarter energy use to help to pay for the purchase
of more responsible products for your business.
And some more good news to leave you with: the Federal Trade Commission
(FTC) recently released a new Green Guide of their own
www.ftc.gov/os/2012/10/greenguides.pdf insisting that “green” claims on
products be founded on real, verifiable, and measurable data to avoid the
“greenwashing” rampant as businesses recognize how more responsible
behavior increasingly resonates with their customers. Good stuff for those
who really want to make sure that their purchasing decisions are having a
more positive impact overall.
* Many compostables require commercial composting operations to break
down completely which can be tough to find in some communities. Plus it is
hard to get compostable cup manufacturers to guarantee that the corn-based
polymers that make their products compostable are not a result of GMO
products.
Chad Trewick, senior director of coffee and tea, began his career with Caribou
Coffee in 1993 as a barista. His charge today is to uphold quality standards
while encouraging farmers to engage in Rainforest
Alliance certification to comply with Caribou’s
commitment to 100%. He strives to strengthen
the supply chain through prioritizing mutually
beneficial relationships at origin. Chad travels
in search of the world’s finest coffees, to support
key supply relationships, and to identify where
positive impacts can be made. Chad serves on the
SCAA’s Board of Directors and is liaison to the
Sustainability Council. He works to mainstream
responsible practices and is passionate about
coffee and sustainability—preserving the planet’s
people and places for future generations.
November 2012

Custom Packaging Creating Retail Success

I

by Mike Mead, Roastar

t’s an often-overlooked fact that over 70% of

industry spectrum in need of custom printed pack-

purchasing decisions are made at the store shelf,

aging, there is one successful brand that stands out in

a reality that supermarkets, small grocers and

it’s goal of being a regional coffee roaster working to

retailers are keenly aware of. When combined with the

gain a foothold and traction in local markets, grocery

sheer volume of brand choices and options available to

and retail chains: New Roots Coffee Company and head

the consumer today, there is little question as to why so

roaster Joseph Zimmerman. Based out of the rural

much value is placed on well-designed and functional

Central Wisconsin town of Ringle, Joseph has devel-

packaging.

oped an exceptional line of fine, fresh roasted coffees,
which are now available in independent local markets

When it comes to packaging coffee for retail, the

up to larger grocers like Whole Foods.

formula is relatively simple. Coffee packaging needs to
strike a balance between communication of the brand

As a relatively new roaster, the path to retail success for

message, while preserving and facilitating the use of

New Roots took time, patience, and an understanding

the product. Author James Pilditch made this argument

of perspective from both the retail buyer and end

back in 1957, in his book titled The Silent Salesman.

consumers of his coffee. “The initial sale does involve

Choices in how you package your coffee serve to reflect

some risk for the buyer,’” said Zimmerman. “We don’t

your brand’s values, and can be your biggest asset when

have a café or our own storefront to reinforce the brand

it comes to communicating the brand message on an

experience, an advantage that other larger roasters on

initial purchase. Successful coffee packaging also serves

the same shelf sometimes have. For us, the packaging

as a flag for your brand in crowded retail spaces, thus

needed to convey total transparency from the source

the importance placed on quality packaging when

for the green coffee to the quality and freshness of the

trying to get in the door with grocers at any level.

finished product.”

Having worked with roasters from all ends of the coffee
Referring to his own experience in selling New Roots
Coffee into major grocers, Joseph went on to explain
the importance of shelf stable packaging both from
a presentation and product quality standpoint. “The
quality of our coffee is what got us in the door with the
buyer, but ultimately having well developed packaging
which included a unique identity for each of our roasts
complete with UPC’s made the process easier, without
a doubt.”

Visit magazine.coffeetalk.com/packagingchecklist to see
Mike’s Top 5 Success Strategies for Custom Packaging.

Branding for the Business You Want
by Paula Piano, Visstun Director of Sales & Marketing
Do you have a business or a brand? You have a name,
a product, and an address. But, do they all tie together
to make a lasting, memorable impression on your customers? A brand is the impression in your customer’s
mind that links them to who you are, what you do, and,
often, where you do it. Your customer’s use it to decide
whether to buy from you or from your competitor. In
the long run, it can mean the difference between ultimate success and failure.
Branding, the process you go through to create your
business personality, is similar to getting dressed every
morning. What is your personal style? Think of your
hairdo, your clothes, and your shoes. What do they say
about you? These are elements of your personal style.
Branding is dressing your business and creating its
personality. Will it wear a pin-striped suit and burgundy
tie or tie-dyed t-shirts and head-bands?
Everything your customer sees, touches, hears, tastes,
and smells when they interact with your business creates your brand. To create the right impression and a
strong brand in the process, you must consciously think
about and control how your business looks and feels to
your customers. Develop your business colors and use
them consistently and everywhere. Your store front,
signs, tables, chairs, menus, flyers, business cards, coffee
cups, napkins, employee clothing, and anything else
you can think of should contain some elements of your
company’s color and style.
You will also need a logo. Logos must be read to be
remembered! Often, logos sacrifice readability for style.
Style is great but being able to easily read your company name from across the street is better. Adding a
graphic element to a readable name is helpful as long as
it doesn’t overpower the important name. For example,
if your business name is ”Phoenix Coffee”, adding an
impressive bird on fire would be cool as long as the
flame doesn’t consume the name.
And, finally, don’t forget to brand your cups. You will
undoubtedly need to spend money to advertise your
new brand with its crisp colors and cool (but readable)
logo. As a primary advertising medium, branded cups
are often overlooked by new and smaller coffee houses
and roasters; yet, branded cups are always part of successful larger operations. A coffee cup is seen by your
customer and everyone around them for an average of
30 minutes. That’s 50 hours of advertising per 100 cups
served! While branded cups may cost a little more
than bland, generic cups, the advertising benefit to your
business is worth every cent or, in the words of a wellknown brand, its Priceless!
There is an old adage that applies to successful dressing
in the business world – “Dress for the job you want not
the job you have.” In branding, it is – “Brand for the
business you want ...”

12
November 2012

When Water Is the Enemy
by Richard Stein

W

ater is essential to life. It is also essential to
the coffee industry. Since a cup of coffee is
predominately water – about 98% - one would
want it to be clean, safe, and free of nasty odors. Here in the
United States, municipalities add chlorine and chloramine in
local drinking water systems to combat diseases. But recently,
people have been taking a second look at these components.
What is chloramine? According to the EPA, chloramine is a
water additive used to control microbes. It is formed when
ammonia is added to water containing free chlorine. It is
an alternative disinfectant to chlorine. The EPA says that
chloraminated water is safe to use, although they also point
out that there are health risks with water containing an excess
of the maximum level. For instance, one could experience
irritating effects to their eyes and nose, stomach discomfort,
or anemia.

(CCRs) provide information about your local drinking water
quality. Or you can visit this website: water.epa.gov/drink/local
If well water is used, how often should they have their water
tested?

“Effects could be damage to pumps, valves, boilers o-rings and
seals,” says Brian Conroy. “Filtration is very important for the
life of your equipment. Using a water filter system will insure
great coffee or espresso.”
How often should equipment be cleaned?

Well water may change seasonally. It is recommended to test
it every six months. According to David Beeman, “The whole
meaning of proper water treatment is to put less money into
the water treatment device.” And David points out that “you
usually don’t have to deal with high levels of chloramine, but
iron and sulfates can be found in wells, which are removed by
municipalities.” Skip Finley advises that a qualified water well
system contractor can determine if your water well system
needs cleaning as it can harbor microorganisms not found
in municipal water systems. A good source for finding a well
system contractor is www.wellowner.org.

At Melitta USA, they advise that coffee carafes should be
well-rinsed after each coffee brew. “Approximately every two
weeks, all equipment that comes in contact with brewed coffee
should be cleaned with hot water and a very small amount of
detergent. Make sure that following cleaning with detergent,
all items are repeatedly rinsed so that no residual tastes of
detergent remain.” Wilbur Curtis advises: “Regular cleaning
of your coffee brewer will maintain the highest quality coffee
your equipment is capable of producing.”
How, and how often, should one de-lime their equipment?

Many cities are switching from using chlorine to chloramines
due to costs and EPA regulations. One in five Americans have
chloramines added to their water. But, the problem is that the
health effects of its usage have not been thoroughly considered.
Consequently, some municipalities have either stopped, or
reconsidered its use. It is a controversial issue with many
faucets.
Besides the health hazards it is costly and time consuming to
filter. It does not dissipate easily and it is difficult to remove
by boiling or distilling. They can give beverages an offensive
taste or smell and can cause equipment damage. It is necessary
to use an extensive carbon filter to remove the chlorine part
of the chloramine molecule followed by reverse osmosis to
remove the ammonia.

Asking The Experts
How can we not only ensure health, but also deliver a pleasant
cup of coffee or tea to ensure costumer satisfaction? To answer
these questions, we asked a few water and equipment experts
about water testing, filtration, and effects on machines.

I. The Water We Use
How and where can one get their water tested?
Contact your local water treatment center for a free test. You
can contact them through your water bill invoice. You can
also get water tested through an independent agricultural
consulting firm, advises Skip Finley of Cirqua Customized
Water.
David Beeman says that his company Global Customized
Water - as well as other water filtration companies - can
conduct a free standard water test that includes testing
hardness, alkalinity, pH and chlorine. They can also test for
arsenic, lead nitrate, silica and iron upon request.
OptiPure Filtration Systems provide thorough tests as well as
in-depth information to help customers understand waterrelated concerns, Keefe Aldstadt responds.
Roy Parker of Everpure offers a free water test kit through their
website that includes strips to test your water, plus a disposable
electronic TDS Meter (Total Dissolved Solids, the total of
all dissolved minerals in water) and an iron test that uses a
reagent.
How do I get my municipal water report?

14

Every city sends out a water test report annually and even
small communities provide a water analysis upon request.
These annual reports, called Consumer Confidence Reports

What are the hazards of drinking water treated with
chlorine?
Chlorine is a main disinfectant but may cause health risks
which is why contamination from chlorination by-products
have resulted in numerous hygenic studies. David Beeman
agrees with the assertion: “Yes, the nature of the product and
what makes it so effective at killing germs is in itself what
people should be concerned about.” That is why the safe
drinking act mandates chloramine in areas where they exceed
certain limits.
And what about chloramine?
Chloramine is a weaker germicide than chlorine. But there
are concerns that chloramine may be carcinogenic and
conclude in additional mandates by the EPA. Also people
with suppressed immune systems should be cautious when it
comes to the use of chloramine disinfected water.
David Beeman says, that “the ammonia in chloramine seems
to cause people the most problems and is difficult to remove.”
For more information Skip Finley mentioned reading
the content of the website of Citizens Concerned About
Chloramine (CCAC) at www.chloramine.org.
Should I pre-filter tap water?

“Every six months the inside of the heating tank should be
de-limed,” according to Wilbur Curtis website. But they warn
that a qualified service technician must perform the de-liming
procedure.
Expert Brian Conroy says that de-liming an espresso machine
or brewer is actually not normal. “It is only needed if the
machine was not properly filtered. It also depends on the
location of the machine from an above ground water supply
or well water supply. If using hard water and the equipment
is not filtered, one will need to have this done often.” Brian
recommends knowing your water type and filter to reduce
service problems and having to replace equipment before its
time.
What is the difference between water hardness and softness?
Water hardness is the measurement of calcium carbonate in
the water. Soft water can mean two different things. Natural
soft water is often considered water that has less than one grain
of hardness. Softened water is any type of hard water that has
been softened by used of a resin type softener.
Does coffee or tea taste better with filtered water?

“Always!” is the consensus. All experts agree that tap water
in homes should go through a pre-filter. “Pre-filters are
inexpensive, and they help the more expensive fine filters last
much longer.” Roy Parker of Everpure recommends.

According to Melitta, one should use only filtered tap water
or bottled water. “We do not recommend using distilled water
which is missing minerals that contribute to the water’s taste
and aid in extraction.” Water should be fresh and be cold since
hot water may have picked up minerals or solubles from your
pipes.

II. How Water Effects Equipment

What are the effects of water quality on ice machines?

What are some components in water that could severely
damage the equipment?
Brian Conroy of Espresso Me Service lists scale formation,
cysts, bacteria, sediment and chlorines as some components
that can severely damage equipment. “It all starts with water,”
he says. “All of these in water will affect the taste and quality of
brewing coffee or making an espresso.”
What effect would components in water have on the
equipment and what are ways to prevent damage?
While chlorine and chloramine make water safe for drinking,
Keefe Aldstadt of OptiPure states that “Chlorine imparts an
unpleasant taste and odor which can not only ruin coffee
beverages but also can be corrosive to boilers, heating
elements and other wet surfaces. That increases maintenance
costs and reduces equipment life.”

November 2012

Michael Rice of Follett Ice Machines says that water quality
will, of course, have an effect on the ice.
“High mineral content in water, particularly hardness, will
adversely impact most ice machines by forming scale as the
minerals concentrate when the pure water is frozen into ice.
That is why scale inhibitors are often used to treat the water
being used to make ice and sometimes advanced technologies
such as reverse osmosis and Claris are used to remove
minerals.”
Mike’s bottom line is that “good tasting, high quality water will
result in good tasting, high quality ice.”
And so does coffee and tea!

STOCK UP FOR WINTER

LIMITED TIME – SEASONAL SLEEVES FROM BRITEVISION!
TWO THEMES · THREE UNIQUE FULL COLOR SLEEVES MIXED IN EACH CASE
$43.50/case (1200/case) · Order by the Case · Free Shipping

Bird Theme

Snowman Theme

Check out our full line of stocked sleeves at www.britevision.com
To Order Call 877.479.7777 x2

15

After reading all 10 Tips, you
will be ready to jumpstart
your Café brand, design, and
build-out with confidence.
If you think you can open a
café without these tips – think
again!
Opening a café takes a plan,
diligence, hard work, and many
times surrounding yourself
with experts that know the
pitfalls to avoid – before you
sign a lease, commit to a space,
and open. Firms that have a
Top 10 Tips to Avoid Expensive Mistakes BEFORE Signing a Lease – A Tip

holistic approach to in-house to

a Month

branding, design, permitting,

There is more than making a good cup of joe to a successful opening or

and construction will guide you

remodeling of your café. You have a dream and I am sure you want to be

in the areas you do not have

a success! These 10 Tips to Jumpstart your café are proven to make you

time or knowledge in.

succeed.
Set your ego to the side – I
Over the next year, we will provide you a Tip a Month to help you be a

know all of you can probably

success in opening or remodeling your café. Understanding what you do not

do the whole project yourself.

know and learning all the tips for success are key in starting or remodeling

Or at least you think so.

your café.

Developing a successful café
means setting your ego to the side and consulting with experts. These tips will

As the saying goes… ”You don’t know what you don’t know”. Based on case

save you time, money, and create a lasting concept for years to come.

studies, client feedback, and observations of what works and what doesn’t,
we have created succinct and sound 10 Tips to Jumpstart your Café. The first

Stay tuned every month for valuable tips.

7 tips are to have strategized and completed with your team before you find

Melanie Corey-Ferrini, Experience Architect with Dynamikspace

a location and sign a lease. The last three tips are ready to go by your team.

offers services from consulting to full service café creation.

Therefore, the day you sign the lease you are all set to move forward. With

http://dynamikspace.wordpress.com/

these tips, you will save time and money.

Why settle for ordinary?

You deserve extraordinary coffee & extraordinary service, every time.
Proudly
serving:
OCS

C-Store

Vending

Foodservice

Des Moines, IA q 515.243.8805
www.usroasterie.com q sales@usroasterie.com

16
November 2012

Brew your roast your way.
Every time.
One Golden Cup at a time.

With the wide range of exotic growing regions and craftsmanship of artisan roasters, there’s no end to the unique coffee
profiles available today. Ensure each brew is Golden Cup quality with the Curtis Gold Cup . Its revolutionary Generation 4
intelligence sets this drip-style single cup brewer apart… extracting impeccably perfect, unforgettable flavor, every time.

cupbrewer/coffeetalk

TM

Learn how you can achieve brewing perfection the Curtis Gold Cup. A new generation of open source, single cup brewers.

wilburcurtis.com/gold

W I L B U R C U R T I S C O M PA N Y • M O N T E B E L L O , C A • 8 0 0 - 4 2 1 - 6 1 5 0

17
17188 Hp4c CGC Rec Ad v17 COFFEE TALK.indd 1

10/16/12 10:48 AM

International Food and the Café
by Miles Small

T

his month, I attended the international
Expoalimentaria in Lima, Peru. This
expo brought together food product
and equipment producers from all corners of
the South American continent to showcase
their companies to the world. Attended by
international buyers from not only Latin America,
but also North
America and the
world, the displays
were striking in
their familiarity
to American
consumers. Tropical
fruits of course, and
exotic vegetables
known only to Latin
chefs but also every
product found in a
traditional grocery
or restaurant.
South America
is of enormous
importance to North
American foodservice and grocery companies. It
is the mirror image growing season from North
America that makes so much of what we take for
granted in fresh food seem commonplace. And,
unlike Europe to Africa, South America has vast
areas of similar growing conditions and support
infrastructure. As a result, American consumers –
North, Central, and South – are able to enjoy fresh
agricultural products year round. Because of this
synchronicity of seasons and growing conditions,
all the ingredients required to prepare a fresh
marinara sauce are easily available year round,
whether you are in Chicago or Santiago.
This relationship is even more enhanced by
the recently finalized Free Trade Agreements
between the US and Canadian governments and

individual nations throughout Latin America and
the regional trade alliances throughout South
America. South America is the United States’
fastest growing regional trade partner. Between
1998 and 2009, total U.S. merchandise trade
(exports plus imports) with Latin America grew
by 82% compared to 72% for Asia (driven largely
by China), 51% for the European Union, 221% for
Africa, and 64% for the world.
The United States has implemented
comprehensive bilateral or multi-lateral reciprocal
trade agreements with most of its important trade
partners in Latin America. These include the
North American Free Trade Agreement (NAFTA),
the Dominican Republic-Central America-United
States Free Trade Agreement (CAFTA-DR), and
bilateral FTAs with Chile and Peru. FTAs with
Panama and Colombia have been signed but not
implemented, pending congressional action.
The Expoalimentaria in Lima initiates a
new moment in South America agricultural
international trade outside of Latin America.
Since 1991, with the Treaty of Asuncion, the
organization know as Mercosur, a trading alliance
between Brazil, Paraguay, Argentina, and Uruguay
– as well as recently Venezuela – has been
emerging to form the “Common Market of the
South.” It is an economic and political agreement
to promote the free movement of goods, services,
and people among member states. Mercosur’s
primary interest has been eliminating obstacles
to regional trade, such as high tariffs and income
inequalities. Mercosur is the fourth largest trading
bloc in the world with 260 million people and
over $2.9 trillion collective GDP.
Additionally, Mercosur has five associate member
countries, the CAN (Andean Community of
Nations) countries – Chile, Bolivia, Ecuador,
Colombia, and Peru. These additions in essence

form a unified
trading bloc of
nations with
standardized
tariff and trade
requirements.

In the café

Although some
in the coffee
world would hotly
debate this truth,
a coffeehouse is
generally considered
a foodservice retail
operation with an emphasis on the preparation
of coffee: very similar to an Irish bar being a
foodservice establishment that specializes in Irish
beer and whisky. Besides the weather, the big
reason that all those coffee carts moved indoors
was to remove the limitations of space and sales
potential. The carts found that by limiting their
operation to only the preparation of coffee, the
ability to make a living was thin at best. The savior
was food and associated products. Food sales
typically represent 16% of the total sales in a café,
but an operator cannot ignore the bounce having
food present gives to overall sales and traffic. If
only one person on a four-drink ticket orders
food in your café, that is actually four drinks that
otherwise may not have happened if you didn’t
serve at least some food.
Café owners generally source their food products
one of two ways – either locally sourced and
produced or through general food product
vendors. If you source your food products
through traditional venues such as wholesale
clubs, foodservice distributors, allied product
distributors, and the like, you likely are buying
products from South America for at least part of
the year.
Consider your specialty juices, fresh fruits,
bananas, avocados, and salads: even processed
meats, flour, cheese, and nut items. These may
have found their way to you from the same
countries that also send you your coffee. (At least
if it is winter in North America)
As an industry, specialty coffee has been sensitive
to the way it sources coffee since well before
the SCAA was founded. However, how much
attention do we give to the other products we sell?
Social responsibility is not just about the coffee,
and if that is where it stops for you then perhaps
you might give this some thought. Much of the
fresh and frozen food products we import from
South America start out in similar places as coffee
– small farms, orchards, dairies, and ranches.
Poor and exploited farmers are as significant a
part of the food we eat as they are in the coffee we
drink.
Take a moment to review your total product
presentation and reassess your practices to ensure
that you are ethically well grounded in all you sell.

18
November 2012

THE BEST BUSINESS RELATIONSHIPS BEGIN IN PERSON

SHOW HIGHLIGHTS INCLUDE
200 EXHIBITION BOOTHS
OVER 75 CLASSES & WORKSHOPS
AMERICA’S BEST COFFEEHOUSE EASTERN CHAMPIONSHIP
AMERICA’S BEST ESPRESSO EASTERN CHAMPIONSHIP
LATTE ART WORLD CHAMPIONSHIP OPEN
TEST DRIVE THURSDAY
FRESHMAN CLASS – 1 ST TIME ATTENDEE PROGRAM
SOURCE NEW PRODUCTS

REGISTER TO ATTEND, COMPETE OR EXHIBIT @ COFFEEFEST.COM
OR CALL 800-232-0083

Retailer / Roaster Profile:
Old School, Fun,
and Sophisticated Victrola Coffee Roasters
by Maxim Vershinin
V. We know that Victrola was named after the

V. You have acquired two cafes in 2007 and 2009.

popular home phonograph of the 1920s, and that

Both once again seem to reflect on the comforts

you have wanted to transcend the exuberant and

of the past. Has it been hard for you to connect

fun Jazz atmosphere of the 1920s into our modern

to a younger clientele who nowadays carry two

lives through your place. Why were you inspired

smartphones in their hand and perhaps have no

by the lifestyle of the 1920’s and Jazz music, and

idea what a “phonograph” is?

what are some key features of your business that

O. Victrola’s heart and soul has been created

helps to successfully communicate this spirit and

around a comfortable space, with the community

B

time in history to the present?

in mind. Victrola’s original founders were tied to

ack in Seattle, and today we are visiting

O. Well, we believe that Jazz was about innovation

Seattle’s Capital Hill and we have continued on

Victrola Roastery and Café’s owner Dan

and the creation of something new. We find the

that path. We have not limited ourselves to just

Ollis. This man is one of the legends of

parallel in our connection to people at our coffee

one community or place in time. So far, we have

the Seattle coffee scene, and we are happy to have

shops – a comfortable social place, interestingly

added a store on Beacon Hill and located another

him for our conversation:

eclectic music, unique and great coffee, great

within Amazon.com’s world headquarters.

people, great conversations, and finding how they

Centered in artistic communities and in

V. Hi Dan! Nice to meet you! Please tell our

all connect. Our innovation comes from roasting

proximity of several colleges and Universities, we

readers how you got into coffee business?

and blending these unique coffees with the same

are intertwined into the lives of many younger

O. Hello Max! My story begins in 1989 traveling

passion for excellence as those Jazz musicians

people. Macbooks and iPads, and yes a PC or two,

from Fair to Festival selling coffee. This helped

from the past.

abound in our shops and our new Victrola Coffee

Victrola Coffee Roasters
310 E. Pike St., Seattle, WA
(206) 462-6259
www.victrolacoffee.com
info@victrolacoffee.com

app is soon to launch.

finance my first drive thru, which in three quick
years went from one to three. Fast forwarding

V. How did a decision to roast on your own come

23 years, I now operate and manage 15 locations

along in 2003, how did you learn and what is

V. For you, what has been a major key to running

that included drive thru’s stands and store-front

your idea of sourcing good coffee? What roaster

a successful coffee business?

cafes as well as two wholesale divisions under two

do you use?

O. Listening, learning, and laboring. We listen to

separate brands: Whidbey Coffee being the first

O. For the longest time I was focused on making

our customers and our employees. We learn from

and Victrola Coffee which was added in 2007.

sure we had great coffee roasted by others, but

our experience as much as from industry trade

Interestingly, getting into coffee was supposed

as time progressed and my desire to pursue “the

groups. And frankly, we work as hard at roasting

to be a means to get me to Law School. Clearly, I

bean” became even more intense, I had to have

and training our people as we do running a

have yet to make into law, but what I have gotten

more knowledge, I had to understand origins.

successful business.

into instead has become my passion. My days are

This desire propelled me to get on an airplane and

now consumed with great coffee, great people,

take an amazing eye opening tour of a Finca in

V. What is your 2nd biggest passion after coffee?

and even better conversations. In the process,

the Northwest corner of Guatemala, I returned

O. Besides the coffee, I would have to say that

I met the love of my life, Kristen, and have two

from this trip and I purchased Victrola Coffee

it would be finding ways to improve. Being a

wonderful children, Mia and Max.

from the original founders. Now five years later,

part of a company that is growing and watching

I have two IR-12’s and a new CR-50 Diedrich

the development of the people within the

Coffee Roasters. Our passion for coffee has led

organization is inspiring. The most foundational

to multiple 90 plus scores on Coffee Review.

aspect: Family.

Needless to say, we are passionate about the bean.

20
November 2012

STOCK UP FOR THE HOLIDAYS
LIMITED TIME – SEASONAL SLEEVES FROM BRITEVISION!
THREE SEASONAL THEMES · UNIQUE FULL COLOR SLEEVES MIXED IN EACH CASE
$43.50/case (1200/case) · Order by the Case · Free Shipping

Candle Theme

Ornament Theme

Holiday Theme

Check out our full line of stocked sleeves at www.britevision.com
To Order Call 877.479.7777 x2

BPA-FREE & REUSABLE

PROGRAMS AVAILABLE
PRE-DECORATED, LOGO,
& CO-BRANDING

MIX & MATCH - VARIETY SELLS!

Build your own assortment using your logo, cobrand with oneVessel® and choose products from the
oneVessel® collection. Combine these programs to offer vartiety and keep your products moving!
VESSELDRINKWARE.COM | INFO@VESSELDRINKWARE.COM | 855.883.7735

21

Quality Equals Money
in Indonesia
by Rocky Rhodes

photo: Trish Rothgeb

I

t has been said by many in the coffee industry that if we can just improve
the quality of the coffee, the farmer can get more money and improve
their lot in life. The frustrating part is that so few in the industry have the
ability to follow the money and really feel the impact. It leads one to wonder if
it really works at all.
This question was answered definitively this week at the second specialty
coffee auction of Indonesia. The results were dramatic. But some background
will help put the success in perspective.
The Specialty Coffee Association of Indonesia (SCAI) has been in formation
since 2009. Many organizations of this age are still floundering and trying to
find their way. SCAI is a great exception as they have grown their membership to a self-sustaining level and receive AID money to help with quality
programs in Indonesia as well as marketing Indonesian coffees. They are a
small but energetic and efficient team dedicated to the improvement of coffee
quality and producer livelihood.
Indonesia is a producer of both Arabica and Robusta coffees. In fact, they are
the 3rd largest producing country when counting both varieties. To look at
the improvement of coffee in this country you must examine what is happening in both types of coffee.
Robusta coffee is being treated like a commodity where volume is the goal
and quality of the coffee has a fairly low bar. This is how Robusta is treated
pretty much anywhere it is grown in the world. There are a few segmented
lots and the result is outstanding. As you will see in the auction results below,
if the quality of Robusta rises, so will the prices that roasters are willing to pay
for it. Specialty is specialty regardless of the varietal.
Arabica coffee is incredibly diverse in Indonesia for a number of reasons. To
get a feel for the situation let’s examine the growing and processing conditions. Indonesia is a series of Islands that stretch as wide as the United States.
Each Island has microclimates, volcanic activity, and soil conditions that
can be very different from each other. The farming technology varies from
extremely sophisticated at the state run mega plantations to the kotekawearing people of Papua trying to operate their new pulping machine. Often
the time and distance the coffee has to travel from the farm to the exporter is
hundreds of Kilometers and several days. As a result, coffee is partially dried
and wet hulled along the way so it will not be a lost cause when it gets to a
major city. Also, it has to travel through as many as six different transporters
from the start of its journey to the end.
The question for Indonesia becomes this, How in the heck can you improve
quality, educate the supply chain and make sure the farmer gets rewarded
for their efforts? The answer has to be a comprehensive strategy. This is what
SCAI is providing for their country. It comes down to Education, Marketing,
and Reward.
SCAI knew that in order for the quality to rise, quality must be understood.
It also needs to be communicated to consuming countries in a way that provides both marketing and feedback for the association and its members. So,
step one was to engage Coffee Quality Institute (CQI) to provide Q-Grader
and R-Grader classes in country. This has produced a group of people that are
able to communicate fluently about the quality of coffee both amongst themselves and with the consuming world. In addition an ‘education roadshow’

was provided to several very rural farmers to show how simple improvements
increases quality and that they can be rewarded for it.
This effort has paid off for Indonesia. It paid off both in Arabica and Robusta.
The auction of specialty lots brought record prices and validated the premise
that Higher Quality = Higher Rewards. The following is an auction recap.
Over 60 lots were submitted to SCAI for consideration in the auction. About
half did not pass either the green grading standard and/or the cupping
standard of 82+ on the CQI grading scale. A selection of 24 samples made it
to the auction in three categories: Robusta, Arabica, and Luwak processed.
Before the auction an international panel of judges from Indonesia, Australia,
Korea, Taiwan, and The United States evaluated the lots. Under the leadership
of Ted Lingle as the head judge the coffees were scored, ranked and the top
were selected to be in a final round of twelve coffees to be re-evaluated by the
panel. The top-top coffees were picked and ranked. The coffee was now ready
for auction.
SCAI did run into a problem where the auctioneer they were planning on
had to drop out at the last minute. Your humble author was asked to step in.
(Speaking only for myself, I thought I did a damn good job!)
On auction day the C market for Arabica was $1.61/lb and the LIFFE price
for Robusta was at $.94/lb.
The proof that quality pays is this: The top Robusta got $3.18 per pound!
The top Arabica got $20.45 per pound! The Luwak got $45.45 per pound!
The overall Arabica average was $5.11 per pound for the entire auction. If
that is not proof that quality pays, it would be hard to say what is!
Perhaps even more impressive and important is that of the top 5 coffees, all
were submitted by cooperatives. This means that the money is flowing back
to the people that produce it. It is often frustrating as a consumer because
you do not really know if the producer is being compensated for improved
quality. In this auction they did! Also significant is that the top Arabica and
the top Robusta were purchased by an Indonesian roaster and the coffee will
be consumed in country! Indonesians have not had coffee this good to drink
in, well, ever!
The other beautiful thing that happened at the auction is that the buyer and
seller got to meet, shake hands, and even hug at the conclusion of bidding for
each lot.
ONGOING QUALITY IMPROVEMENT: It is now a week after the auction
and there is a Q-Grader training in Jakarta. One of the students is a member
of the cooperative that submitted the Arabica that garnered the second
highest price at the auction. Another is the roaster - retailer ‘my Kopi O!’
owned by Darma Santoso that purchased both the highest priced Arabica
and the highest priced Robusta. Both are committed to understanding how to
communicate about quality in the supply chain. With their efforts and all of
the work being done by SCAI, quality in Indonesia will continue to improve,
and the producers are certainly getting the benefit!
Rocky can be reached at rocky@INTLcoffeeConsulting.com

22
November 2012

MEET THE SMART PUNCH CARD
Perka is a customer loyalty app for neighborhood merchants that’s as fast
and familiar as an old-fashioned paper punch card. When customers make
a purchase, you award them a punch with a few quick taps on the Perka
Merchant app. Regular customers earn increasingly better perks, so you
reward the customers who matter most to your business.

✓ Bring customers back with a custom loyalty program
✓ Grow your business with social networking features
✓ Measure results with an intuitive dashboard
✓ Greet your customers by name

Learn more and see a demo at

Speak with a loyalty advisor

GETPERKA.COM/DEMO

CALL (888) 957-3752

SMS

Works on any phone!

Registration Deadline Soon For
Costa Rica Coffee Origin Tour
Finalize plans to join industry colleagues
and the NAMA Board of Directors at the
first-ever coffee origin tour in Costa Rica,
February 6 – 10, 2013. For the first of two
coffee farm tours, Jim Stewart and Luz Marina
Trujillo Stewart, founders of Seattle’s Best
Coffee, will lead a comprehensive exploration
through their Santa Elena coffee farm in the
Tarrrazu Cloud Forest. The second coffee tour
will take the group to the leading Scientific
Coffee Farm and Laboratory in Costa Rica,
including a hands-on cupping and aroma
training In addition, a half-day, interactive
education session presented by Miles Small,
Kerri Goodman-Small and Café de Costa
Rica titled “The Journey of Coffee,” will be
featured during the 5-day event. In addition
to these educational opportunities, there will
be a designated day for exploration or exciting
adventure activities. The event will end with
a closing reception for information-sharing
and continued networking. The package price
($1999 for first person; $1299 for second person
sharing a room) includes all in-country costs,
including lodging, transportation, education,
coffee farm tours and most meals. Please note:
flight arrangements and incidentals, including
a booking fee and adventure activities, are not
included. Los Suenos Marriott Ocean and Golf
Resort, an ocean-front property, will serve as
the host hotel; room upgrades are available for
an additional cost. For itinerary details and
registration information, visit
http://www.vending.org/index.php/coffee-service

Single serve brewing just got a whole
lot classier.
Ekobrew introduces
the stainless steel Elite
reusable filter for Keurig
TM

TM

®

www.ekobrew.com
Neither Eko Brands, LLC nor Ekobrew has any affiliation with Keurig® or K-Cup®. Keurig® and K-Cup® are registered trademarks of Green Mountain Coffee Roasters, Inc.

23

NAMA 2012 Show Exhibitors
365 Retail Markets

520

888-365-7382 www.365smartshop.com

3M Purification

1012

5-hour Energy

620

888-218-2866 www.mmm.com
248-560-0467 www.fivehour.com

Allstate Insurance Co.

1025

847-402-4892 www.allstate.com

Alpine Coolers

770-242-2995 x102

The Automatic Coffee Company

706

www.alpinecoolers.com

1008

888-369-5369 www.autocoffee.net

Automatic Merchandiser

808

920-568-8386 www.vendingmarketwatch.com

Avanti Markets, Inc.

917

Bank of America Merchant Services

618

888-937-2826 www.avantimarkets.com
404-890-3244 www.bankofamerica.com/merchantservice

Berwyn Systems

519

610-715-3479 www.berwynsystems.com

Best Beverage Equipment

619

501-681-1393 www.bestbeverage.com

Betson Enterprises

1010

201-438-1300 www.betson.com

Bigelow Tea Company

912

720-851-9788 www.imsfoods.com

Brew Tek

709

813-929-0909 www.brewtekbrewers.com

Bunn 708
217-303-3040 www.bunn.com

Burdette Beckmann, Inc.

921

Cafection Enterprises

517

The Chester Paul Company

913

Coffee Parts Plus

816

Coffee Talk Magazine

603

954-983-4360 www.bbiteam.com
800-561-6162 www.cafection.com
805-733-3045 www.chesterpaul.com

256-582-2589 www.coffeepartsplus.com
877-426-6410 www.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.

Community Coffee

825

225-368-3900 www.communitycoffee.com

CompuVend 813
504-620-2255 www.compuvend.com

Crane Merchandising Systems

616

De Jong Duke

609

Diversified Foods, Inc.

919

Domino Foods

506

803-266-5000 www.cranems.com
734-403-1711 www.dejongduke.com

734-536-7921 www.diversifiedfoods.com
480-759-1491 www.dominofoods.com

DreamPak 821
703-751-3511 www.dreampak.com

Ellis Coffee Co.

716

800-822-3984 www.elliscoffee.com

Everpure 800

800.942.1153 www.everpure.com
Everpure is the leading global brand of
water filtration, ensuring foodservice
operations serve their customers food
and beverages made with the highest
quality water.
See our ad on page 3

Excelso Coffee

710

EZ World Distribution

724

Paramount Coffee Co.

Follett Corporation

910

Parker Hannifin Corp. (Fluid System Connectors Div.) 1011

819-694-0505 www.ezway.ca

610-252-7301 www.follettice.com
Follett icemakers and dispensers provide
a continuous supply of ice that is
dispensed hands-free to improve safety
and sanitation and to support “green”
initiatives.
See our ad on page 25

Gavina Gourmet Coffee

909

Green Mountain Coffee Roasters

606

Herr Capital Management, LLC

721

323-582-0671 www.gavina.com
802-882-2240 www.gmcr.com

312-697-1600 www.herrcapital.com

Holiday House Distributing

707, 713

813-929-0909 www.hhdonline.com

Hostess Brands

920

www.hostessbrands.com

Isuzu Commercial Trucks of America
770-740-1620 x256

521

www.isuzu.com

J. Traders/AquaChoice

819

The J.M. Smucker Company

701

727-785-0066 www.aquachoicefiltration.com

330-684-7390 www.folgersofficecoffee.com

Javaflow, LLC

1013

Jofemar USA

702

985-863-7792 www.javaflow.com

305-468-0302 www.jofemarusa.com

John Guest USA, Inc.

811

Keurig, Incorporated

608

973-808-5600 www.johnguest.com

781-439-9981 www.keurig.com

Klearbar

511, 513

www.klearbar.com

Kool Tek

711

813-929-0909 www.kooltekcoolers.com

Kraft Foods, Inc.

801

www.tassimopro.com

LBP Manufacturing, Inc.

1024

708-329-1505 www.lbpmfg.com
LBP Manufacturing, Inc., a leader in
packaging technology, recently launched
the UpShot™ Solution – eco-friendly,
single-serve filters compatible with
Keurig®/other brewers. Paired with a flexible production model, the UpShot Solution helps roasters, brands and
retailers take part in the booming single-serve beverage market.
See our ad on page 11

MarketReach Inc.

518

Mars Drinks

611

609-448-6364 www.mreach.com

610-719-2363 www.myflavia.com

Massimo Zanetti Beverage USA

1009

757-215-7343 www.mzb-usa.com

MEI 610
610-430-2736 www.meigroup.com

Merisant/Equal 817
312-813-2060 www.equal.com

NAMA Government Affairs

509

678-916-3852 www.vending.org

NCS&V

508, 510, 512

954-298-3050 www.ncsv.net

Nestle Professional

717

949-679-9829 www.nestleprofessional.com/officecoffee

Newco Enterprises, Inc.

906, 908

314-422-6345 www.newcocoffee.com

Newtech Beverage Systems Ltd.

1017

800-459-2882 www.newtechbeverage.com

Omnipure Filter Co.

712

208-454-2597 www.omnipure.com

810

517-853-2447 www.paramountcoffee.com

269-694-9411 www.parker.com

Peet’s Coffee & Tea

809

510-594-2988 www.peets.com

PHSI/Purlogix 516
847-201-3300 www.purlogix.com

Pod Pack International, Ltd.

802

Prism Visual Software, Inc.

1021

225-752-1160 www.podpack.com
Pod Pack is the leading manufacturer and
distributor of single cup brewing solutions
for hotels, offices, and restaurants, with current focus on pods.
See our ad on page 23
516-944-5920 www.prismvs.com

Reunion Island Coffee

916, 918

905-829-8520 www.ricoffee.com

Revolution Tea

924

S&D Coffee, Inc.

617

630-841-1223 www.sbcglobal.net
800-933-2210 www.sndcoffee.com

SalesGravy.com 504
706-664-0810 www.salesgravy.com

Sam’s Club
824
Seaga 607
815-297-9500 www.seagamfg.com

Shasta Foodservice

818

Starbucks Coffee Company

507

803-957-2302 www.shastabeverages.com

317-423-5760 www.starbucks.com/business/office-coffee

Sugar Foods

1018 & 1020

912-966-1005 www.sugarfoods.com

Tomlinson Industries

1016

216-587-3400 www.tomlinsonind.com

TSYS Merchant Solutions

725

904-261-7614 www.tsys.com

Twinings North America

Why1019settle for or

973-405-6980 www.twiningsusa.com

Unified Strategies Group “USG Co-Op”

719 coffee & extraord
You deserve extraordinary
724-838-8977 www.usgvend.com
United Food Group

806

847-622-1803 www.unitedfoodgroup.net
Proudly
serving:

US Roasterie

601

515-243-8805 www.usroasterie.com
OCS
We are an award-winning, full service roaster that
roasts coffee for the OCS, convenience store, foodservice, specialty coffee and retail markets.
See our ad on page 16

USA Technologies

720

800-633-0340 www.usatech.com

Validata 625
CoffeeTalk_Jan Buyers Guide Ad.indd 1

www.validata.com

VE Global Solutions LLC

807

216-706-7359 www.veglobal.net

Vending Times, Inc.
516-442-1850 x1008

718

www.vendingtimes.net

VendSys 925
617-922-3040 www.vendsys.com

Vertex Water Products

613

909-626-2100 www.vertexwater.com

Vistar 700
303-662-7100 www.vistar.com

Wallingford Coffee

612

Waterlogic Commercial Products LLC

827

Willis Group

522

513-771-3131 www.wallingfordcoffee.com
908-966-0323 www.innowave.com

205-868-0233 www.willis.com

770-449-8140 www.excelso.com

Do you know the 10 Essential
Keys to roasting profitability?*

VINEGAR
with your

COFFEE?
Learn how mixing
the two saves
women’s lives.

groundsforhealth.org/vinegar

24

Recognized for more than 30 years of expertise in every
facet of the coffee roasting industry, the Diedrich name is
synonymous with excellence. Every Diedrich roaster is a
handcrafted, industrial work-of-art blending cutting edge
technology with innovative engineering concepts.

*Call us and ask about
“State of the Art Automation”
and profitability!
Diedrich Manufacturing, Inc.
(877) 263-1276
diedrichroasters.com
November 2012

Featured Roaster
NOVEMBER
CR-140

C-Store

Ve

Des Moines, IA q
www.usroasterie.co

927-11 FRC Fres Bag 2.7197x12.875 Coffee Talk Ad_SCAA A

Our Reputation
Stands The
Test of Time

Bean
Scenes
“Often imitated,
never duplicated”

by Plastic Parameters Inc.

Printing Quality
Publications

Whole bean and brewed coffee
merchandising systems and accessories

Since 1970

FF 704 Chrome

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.

• Best Customer Service
• High Quality Printing
• Affordability
• Versatility Coated/Uncoated
• Friendly Staff
• Latest Technology
• On Time Delivery
• Environmentally Conscious

Catalogs • Newsletters •Tabloids
Class Schedules • Directories
Newspapers • Books • Magazines
Digests • Bus Schedules

FF 715 Chrome

Patented
Dispensing
Ball

Tel: (905) 944-0805 • Toll Free: 1-877-594-0805

E-mail: plasticparameters@rogers.com
EagleWebPress.com • 800-800-7980

www.plasticparameters.com

Compared to metal cans,
our Fres Bag™ delivers*
• 84% weight reduction
• 47% reduction in energy
consumption
• 84% reduction in solid waste
• 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.

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.

Winner of People’s
Choice Best New
Product - Sustainability
24th SCAA Expo 2012

25

NewsBites
The Tea Control™ Range By Finum®
finum® offers a unique product range
of accessories for tea and coffee. As
Managing Partner of German filter
manufacturer Riensch & Held GmbH
& Co. KG, Christian Justus not only
founded the finum® brand, but also
designed most of finum’s® award
winning and patented products.
finum®´s revolutionary invention, the
award-winning Tea Control™ series consists of three different
non-electric tea makers including a patented Tea Control™
mechanism: a simple turn of the lid slows the brewing
process keeping the taste uncompromising. The tea leaves
or tea bags can stay in finum ’s tea maker, avoiding any mess
and spillage . Great taste for less hassle, from the first to the
very last cup. The Tea Control™ 0.4, available in black, was
awarded the Good Design Award by the Chicago Athenaeum
in November 2010 and is part of the Permanent Design
Collection in the Museum of Architecture and Design.
For more information, visit www.finum.com.

Call DYNAMIK before you sign your lease
The DYNAMIK Group is known for custom branded design, layout, and construction creation for start-up and
remodel cafes. Our in-house team of architects, designers,
graphic design, and project managers are ready to provide
consulting or full services to cafes large and small – all
around the world. In addition, DYNAMIK has created a 10
Tips workbook with valuable must know tips before you sign
a lease. When you purchase a workbook you also receive a
complimentary 30 minute phone conference or meeting.
DYNAMIK has been developing café and restaurant
concepts throughout the world since 2000.
http://dynamikspace.com/store.php5 and
phone 206 686 2525

Diedrich Manufacturing Announces the Addition of
Michael Paquin as CEO
Seeking to
capture a
larger share of
the coffee and
nut roasting
industry,
Diedrich
Manufacturing recently added Michael Paquin as Chief
Executive Officer to oversee operations. Bringing over 35
years in general executive management and consultant
expertise, Michael is expanding Diedrich’s reach both
nationally and globally. Paquin oversees operations at
the Sandpoint, ID headquarters where several models of
in-store and industrial roasters are manufactured. Along
with roasting equipment of varying capacities, Paquin
will provide direction in manufacturing of ancillary
equipment such as destoners, loaders, and energy-efficient
afterburner systems. “Diedrich is a family owned company
that brings three generations of expertise to their products
and consulting services. From small batch roasters to coffee
roasting courses, Diedrich offers a full line of products
and services. I intend to develop and promote Diedrich
Manufacturing to its full capacity and seize a larger share
of the market,” states Paquin. For more information on
Diedrich Manufacturing roasting equipment and services
call 1-877-263-1276 or email info@diedrichroasters.com

Melitta Selects The Upshot™ Solution For Entry Into
Single-Serve

26

Coffee roaster Melitta®USA has selected the UpShot™
Solution to enter the booming single-serve market.
Developed by LBP Manufacturing, Inc., the UpShot Solution
features an eco-friendly, single-serve filter that Melitta will
fill with coffee. The pre-filled coffee filter is compatible with
Keurig® and other single-serve brewers. Under the terms of
this agreement, Melitta will install customized equipment
at its state-of-the-art facility in Cherry Hill, N.J., to offer a
variety of customers roasting, filling and packaging services
in the UpShot filter technology. The UpShot filter features a
unique proprietary mesh that delivers a heightened sensory

appeal to the brewing process. Consumers can see and smell
their coffee or tea from the moment they open the Fresh Seal
(outer package). The filter is composed of 100% recyclable
polypropylene, and the fresh seal can be made with
recyclable materials. Melitta plans to install equipment by
year-end and will begin offering single-serve packs using the
UpShot Solution technology through national and regional
grocery chains by early 2013. For more information about
the UpShot Solution, please visit www.upshotsolution.com.

Spiroflow Systems Acquires New Manufacturing
Facility
Spiroflow Systems, Inc. announces the acquisition of a
new 109,000 square foot manufacturing facility. Located
at 1609 Airport Road, Monroe, NC and adjacent to the
Charlotte Monroe Executive Airport, this expansive new
building will house manufacturing, engineering, test lab,
executive, sales, service and administrative departments.
This significantly larger facility provides Spiroflow Systems
with the increased space required for their current and
future needs. The company’s line of material handling
solutions will be manufactured here including their
Cableflow™ and Dynaflow™ Tubular Drag Conveyors.
The property also provides for Spiroflow’s expanding
production of the Pacepacker range of bagging and robotic
palletizing solutions. Spiroflow’s primary markets include
the industrial, chemical, plastics, minerals, cement, food,
dairy, snack food, confectionary, beverage, pet food,
pharmaceutical, packaging, water treatment, environmental,
waste, and recycling. To learn more about Spiroflow, visit
spiroflowsystems.com

Peppermint Stick Flavoring returns for the Holiday
season!!
Weldon Flavorings’ Peppermint Stick is now available for
your coffee and tea this Holiday season. With Thanksgiving
and Christmas just around the corner, this creamy mint
flavoring is ideal for adding that special Holiday feeling to
any occasion. Weldon Coffee Flavorings are sugar free and
contain no artificial sweeteners that allow each customer
to add their condiments of choice!! They are the perfect
solution to serving Flavored Coffee, cappuccino, and lattes
without all the calories, carbohydrates, fats, and sodium.
They are also Gluten-free, contain no sodium benzoate, and
are non-allergenic. Each bottle comes with a pre-measured
pump, which allows for quick and accurate flavoring of each
cup. Ideal for office coffee service, coffee shops, drive-thrus,
convenience stores, or any place coffee or tea is served. For
more information, please contact Weldon Flavorings at
502-797-2937 or visit them online at
info@WeldonFlavorings.com

Pastry Chef Rises To The Top In Vitamix® Chef
“Blend Off”
Chef Philip Speer Wins The 2012 Vitamix Challenge
Philip Speer, executive pastry chef at Uchi restaurant in
Austin, Texas, came out on top during The 2012 Vitamix®
Challenge, while battling it out against five other top chefs
from across the country in a one-of-a-kind “blend off.”
Contestants were tasked with creating a dish that showcased
the Vitamix blender in an innovative, creative, and delicious
way. Speer teamed with the Vita-Prep® 3 to recreate his
scallop chorizo, fried egg emulsion, and corn crumble
before a panel of judges. Named the Grand Prize winner,
he received the ultimate Vitamix package containing a
Vita-Prep® 3, a Vitamix® XL™, The Quiet One®, and a $500
American Express gift card. Closely following Speer was
Tyler Anderson, owner and executive chef, Millwright’s
Restaurant & Tavern, Simsbury, Conn. Those interested in
learning more about Vitamix’s support of StarChefs.com can
visit http://www.starchefs.com/cook/icc-sponsor/vitamix/
vitamix-challenge/2012 to view partnership information,
product information, chef recommendations and
testimonials, as well as recipes using Vitamix equipment.

November 2012

Hit Show Perks Bold Beans: White Coffee Teams Up
with ‘Hell’s Kitchen’ TV series
New York’s White Coffee has acquired the licensing rights
from ITV Studios Global Entertainment (ITVS GE) to create
Hell’s Kitchen branded coffee, inspired by ITV Studios
America’s hit competition show hosted by superstar chef
Gordon Ramsay on FOX Network. The “HK” branded
coffee line includes four rich exclusive blends that capture
the fire and sophistication evoked by the Hell’s Kitchen
TV series, which has a huge adult audience with a coveted
demographic. Hell’s Kitchen, produced by ITV Studios
America, is in its 10th season and regularly draws over 6
million viewers per episode. The nationwide distribution
of two dark and two medium HK blends is just underway.
Packaged in 12 oz. white bags with a fiery border and
ubiquitous trident pitchfork Hell’s Kitchen logo, the coffee is
sold in retail outlets nationwide. These items are available in
retail outlets throughout the United States, on-line at
www.whitecoffee.com or call (800) 221-0140 for more
information.

Avery Dennison Introduces Sustainability And
Shelf Appeal Innovations
Avery Dennison Corporation builds on its industry
leadership and history of innovation with the introduction
of several groundbreaking labeling, facestock and
adhesive technologies at Pack Expo 2012. At the show,
Avery Dennison demonstrated a variety of new products,
technologies, and services, including the new Bottle-toBottle (B2B) Film portfolio, Prime Film Portfolio, Avery
Dennison™ Shrink PS, Fasson Curvy™ labels, Wash-Off
labels, MultiCycle™ labels, Plasma Labels, and Z3338
Adhesive. Many of these innovations deliver sustainable
solutions for brand owners. “We have heard very clearly
about the importance of innovations focused on improving
sustainability,” said said Don Nolan, president, Materials
Group. “As a market leader, we have a responsibility to
develop branding, packaging and supply chain solutions
that contribute to a more sustainable planet. Today we
are utilizing collaborative innovation across key industry
disciplines to place our company and our customers at the
center of a new wave of innovations. It is a very exciting time
for our industry.” Learn more at www.averydennison.com.

Managing Water Just Got Faster And Easier
Expanding operator beverage menus mean more equipment
than ever is being used in foodservice operations today. This
creates water management challenges such as more lines
to manage, and more time spent identifying and tracing
those lines back to equipment during maintenance. With
Everpure SimpliFlow Systems, you will spend less time
identifying and tracing lines, and those lines can be easily
shut off for servicing. Your customers will appreciate the
organization and efficiency in their back of house operation,
as well as how easy it is to add new beverage equipment in
the future. A variety of system configurations are available
to meet your specific needs. For more information on
the Everpure SimpliFlow Water Management Systems,
contact your Pentair Everpure Distributor or Pentair Everpure Customer Service at cseverpure@pentair.com or
800.942.1153/630.307.3000.

Innovative way to grow your business and support
Coffee Kids
Perka is a new app
that will help you
track and grow your
business. Using Perka
is simple: customers
check in, introduce
themselves by name, and you “punch” their phone from
the Perka Merchant app. Now here is a special offer for
Coffee Kids supporters, You get three months of Perka for
free. In addition, Perka will donate $35.00 to Coffee Kids
for every new business sign up. Please use discount code:
CKIDS3 For additional information see www.getperka.com/
foryourbusiness or call (888)957-3752 or email dsaltzman@
getperka.com

THE ELEGANT WAY TO
MOVE COFFEE >>>
Spiroflow Systems Proudly
Donates a Portion of All Coffee Sales to

Pure Artist
Steve Smith, Master Roaster

Tubular Drag Conveyors
Proven over 40+ years

24/7/365 reliability

Cable, chain and solid link options

Multiple inlets and outlets

Cable models offer long cable life

No filters or cyclones

Replacement and spare parts available for most competitor models

Pure Art

Roasted and shipped the same day
206.762.0760

TEL: 877-298-9595
E-MAIL: info@spiroflowsystems.com
WEB: www.spiroflowsystems.com

5412 6th Avenue South, Seattle
www.fontecoffee.com

27

Advertisers Index

Company.................................................Phone....................................Web........................................................ Page......... NAMA #

Agtron......................................................................................................775.850.4600....................................................... www.agtron.net ...................................................................................30
Avery Dennison Designed and Engineered Solutions......................440.878.7130....................................................... www.des.averydennison.com ............................................................13, 30
Bridge Brand Chocolates......................................................................415.677.9194....................................................... www.bridgebrandschocolate.com ...................................................30
BriteVision................................................................................................415.374.8119....................................................... www.britevision.com ...........................................................................15, 21
Cablevey Conveyors.............................................................................641.673.8451....................................................... www.cablevey.com .............................................................................6
Canterbury Coffee Corp......................................................................888.273.8684....................................................... www.canterburycoffee.com ..............................................................28
Coffee Adventure Travel......................................................................206 686 7378....................................................... www.magazine.coffeetalk.com/CAT/# .........................................30
CoffeeFest...............................................................................................800.232.0083....................................................... www.coffeefest.com ...........................................................................19
Curtis........................................................................................................800.421.6150....................................................... www.wilburcurtis.com/goldcupbrewer/coffeetalk ......................17
Daterra Coffee......................................................................................330.941.2555....................................................... www.daterracoffee.com.br...............................................................9
Descafeinadores Mexicanos SA de CV.............................................522.717.127.066................................................. www.descamex.com ...........................................................................30
Diedrich Manufacturing, Inc.................................................................208.263.1276....................................................... www.diedrichroasters.com ................................................................24
Eagle Web Press....................................................................................800.800.7980....................................................... www.eaglewebpress.com .................................................................25
Ekobrew...................................................................................................206.571.0289....................................................... www.ekobrew.com .............................................................................23
Espresso Me Services............................................................................360.213.0715....................................................... www.espressomeservice.com ............................................................29
Everpure..................................................................................................800.942.1153....................................................... www.everpure.com .............................................................................3..............................................800
Finum by Riensch & Held GmbH & Co. KG.......................................49.407.34240....................................................... www.finum.com ....................................................................................7
Follett Corporation................................................................................610.252.7301....................................................... www.follettice.com .............................................................................25...........................................910
Fonte Coffee Roasters...........................................................................888.783.6683 ......................................................www.fontecoffee.com .........................................................................27
Fres-co System USA, Inc........................................................................215.721.4600....................................................... www.fresco.com ..................................................................................25
Global Customized Water...................................................................805.484.1589....................................................... www.globalcustomizedwater.com ...................................................29, 30
Grounds for Health................................................................................802.241.4146....................................................... www.groundsforhealth.org ...............................................................24, 30
International Coffee Consulting Group.............................................818.347.1378....................................................... www.intlcoffeeconsulting.com ...........................................................28
Java Jacket.............................................................................................800.208.4128....................................................... www.javajacket.com ..........................................................................17, 30
Knutsen Coffees, Ltd..............................................................................800.231.7764....................................................... www.knutsencoffees.com ...................................................................30
LBP Manufacturing.................................................................................800.545.6200....................................................... www.lbpmfg.com ................................................................................11........................................ 1024
Madres.....................................................................................................707.479.7789....................................................... www.madresjewelry.org ...................................................................29
Melitta SystemService USA, Inc..........................................................847.717.8900....................................................... www.melittasystemservice.com ........................................................15
OptiPure..................................................................................................800.333.2556....................................................... www.optipurewater.com ....................................................................29
Orleans Coffee Exchange....................................................................800.344.7922....................................................... www.orleanscoffee.com ....................................................................29
Pacific Bag, Inc........................................................................................800.562.2247....................................................... www.pacificbag.com ..........................................................................29
Pack Plus Converting.............................................................................909.902.9929....................................................... www.packplus.com .............................................................................29
Perka Inc..................................................................................................503.427.1377....................................................... www.getperka.com ............................................................................23
Plastic Parameters Inc............................................................................877.594.0805....................................................... www.plasticparameters.com .............................................................25
Pod Pack International, LTD..................................................................225.752.1160....................................................... www.podpack.com .............................................................................23...........................................802
Scolari Engineering S.p.A.....................................................................856.988.5533....................................................... www.scolarieng.com ...........................................................................32
Service Ideas, Inc...................................................................................800.328.4493....................................................... www.serviceideas.com .......................................................................30
Smoothie Essentials Supplement-Boosts.............................................415.382.6535....................................................... www.smoothieessentials.com ............................................................28
Spiroflow Systems, Inc...........................................................................704.291.9595....................................................... www.spiroflowsystems.com ...............................................................27
Stalkmarket Products (Asean Corporation).......................................503.295.4977....................................................... www.stalkmarketproducts.com .........................................................2, 30
The Dynamik Group...............................................................................206.686.2525...................................................... www.dynamikspace.com ...................................................................29
Tightpac America inc.............................................................................888.428.4448....................................................... www.tightvac.com ...............................................................................30
Tipu’s Chai, Inc........................................................................................406.883.4500....................................................... www.tipuschai.com .............................................................................30
Track the Impact.....................................................................................619.889.1997....................................................... www.tracktheimpact.com ..................................................................27
US Roasterie...........................................................................................515.243.8805....................................................... www.usroasterie.com .........................................................................16...........................................601
UVu Lid Company..................................................................................561.982 7770....................................................... www.uvulid.com ..................................................................................31
Venco Business Solutions.......................................................................800.762.9962....................................................... www.vencosolutions.com ....................................................................29
Vessel Drinkware....................................................................................855.883.7735....................................................... www.vesseldrinkware.com ................................................................21
Visstun......................................................................................................800.401.2910....................................................... www.visstuncups.com ..........................................................................5
Vita-Mix Corporation............................................................................800.437.4654....................................................... www.vitamix.com/thequietone ........................................................30
Weldon Flavorings.................................................................................502.797.2937....................................................... www.WeldonFlavorings.com ............................................................28
White Coffee Corp...............................................................................800.221.0140....................................................... www.whitecoffee.com ........................................................................30
Wired Waffles.......................................................................................425.239.3017....................................................... www.wiredwaffles.com ......................................................................29

Introducing the new standard for single-serve espresso
•18+ Bars of pressure
•Biodegradable capsules
•Espresso & Americano
•Temperature control
•Professsional results

28

www.singolo.ca
November 2012

Bags with a conscience
Over the course of the rest of 2012 and into 2013, we
have three programs you can help us with; the National
Breast Cancer Foundation (NBCF), Pancreatic Cancer
Action Network and Homeward Pet Adoption Center.
Call to find out which bags are part of the program
and how you can give, just by buying bags.

Thinking of opening
or remodeling a café?



BRANDING
LAYOUT
PERMITTING
LOCATION ANALYSIS




DESIGN
SITE ANALYSIS
CONSTRUCTION
AND MORE!

call us for a free consult &
purchase our 1o Tips workbook
before you sign a lease!

follow
our
blog!

www.pacificbag.com • bags@pacificbag.com • (800) 562-2247

206.686.2525 • www.dynamikspace.wordpress.com

www.packplus.com
Toll Free: 1.877.722.5888

Home of the widest
selection of packaging
products for coffee,
tea, food and other
specialty items.

Call us for a FREE quote on
customized packaging!
E: info@packplus.com

98% of your product is water so make sure
this essential ingredient is the best it can
be. With over 30 years experience Global
Customized Water can handle all your
customized water needs.

Easy AB Formulator™

Come cup the difference at
Coffee Fest Seatle booth #824
*We sell all Cirqua equipment and parts*

805-484-1589
info@gcwater.com
www.globalcustomizedwater.com

29

AllStar Tools
Water treatment

Air Pots

Decaffeination

Sleeves

Cups & Lids

Global
Customized Water

Service Ideas Incorporated

Descafeinadores
Mexicanos SA de CV

Java Jacket

StalkMarket Products

805.484.1589

800.328.4493
www.serviceideas.com

+522.717.127.066
www.descamex.com
Finally you can drink a
great tasting water decaf.
Our process that has been
organic certified since
2003, preserves the original
characteristics of aroma and
flavor of the green coffee
beans.

800.208.4128
www.javajacket.com

Java Jacket provides
the best insulation
of all sleeves on
the market. Protects
customers from hot or
cold to-go beverages,
and provides a more
grippable surface than
other coffee sleeves.

503.295.4977
www.stalkmarketproducts.com
StalkMarket Products,
a leading provider of
compostable products,
offers the world’s first
certified compostable
Ingeo™ hot cup and lid
system from Planet+
that meets the rigorous
composting requirements
of Biodegradable Products
Institute (BPI).

Vacuum Container

Green Coffee Importers

www.globalcustomizedwater.com

98% of your product is
water so make sure
this essential ingredient is
the best it can
be. With over 30 years
experience Global
Customized Water can
handle all your
customized water needs.

Introducing the
Color Me SVAC!
4 sizes: 2.2, 2.5, 3.0 &
3.7 Liter; NSF® Approved
4-6 Hour Insulation.
Designate contents with
5 colors available:
Black, Blue, Brown,
Green & Orange.

Blender

Coffee Travel

Chocolate

Vitamix

Coffee Adventure Travel

800-4DRINK4
www.vitamix.com/
thequietone

8800 662 5406
www.coffeetalk.com/cat

Bridge Brands Chocolates

Tightvac

Knutsen Coffees, Ltd.

Explore the birthplace
of coffee, Ethiopia on
this amazing 11 night,
14 day journey with
hosts Miles and Kerri
Small of CoffeeTalk
Media. Our first trip
leaves November
30th! Visit our web for
complete details.

888.732.4626
www.bridgebrands.com

800.231.7764
www.knutsencoffees.com

Coffee Lover’s
Chocolate pairs
irresistible quality
chocolate with coffee,
and irrefutably drives
up retail sales.
Private label options
make a good concept
even better.

888.42.TIGHT
www.tightvac.com
Tightvacs are the ultimate
Coffee & Tea container!
Our unique patented
Tightvac closure system
allows the gasses from the
beans to escape –
without letting oxygen back
into the container.
Tightvacs guarantee
the smooth flavor your
customers pay for.

Roasted Coffee

Packaging

Non-Profit

Chai

Coffee Analysis

White Coffee Corp.

Avery Dennison

Grounds for Health

Tipu’s Chai, Inc.

Coffee Analyzers

802.241.4146
www.groundsforhealth.org
Grounds for Health works
with coffee-growing
communities to establish
sustainable cervical cancer
prevention programs.
Together with our coffee
cooperative partners, we
break down the barriers that
stand between women and
preventive care.

888.506.2424
www.tipuschai.com

775.850.4600
www.agtron.net
THE TOP ROASTERS
WORLDWIDE CHOOSE
AGTRON
Trust the consistency and
quality of your roasted coffee.
Made in the USA, simply the
most accurate and repeatable
Roast Analyzers available.
And remember, only an Agtron
reads like an Agtron. Support
and roasting instruction
provided by Carl Staub.

Well known for delivering
incomparable versatility and
value through its revolutionary
product performance, Vitamix
once again delivers an industry
first, The Quiet One™. Engineered
to provide dramatic sound
reduction, world-class reliability,
unparalleled speed of service and
a perfect blend every time.

800.221.0140
718 204 7900
www.whitecoffee.com
White Coffee creates
customized blends and
packaging for industry
leaders. Wide variety
of varietals and flavors
available. Exclusive licensee
of Kahlua, Entenmann’s &
MoonPie flavored coffees.
Fair Trade, Organic, Kosher,
NSF certified.

440.878.7130
www.des.averydennison.com
Flexis@averydennison.com
Avery Dennison Designed
and Engineered Solutions new
Flexis™ Air for Coffee pre-oiled
one-way degassing valve
offers up to 30 percent – 50
percent cost advantage over
hard button degassing valves
and up to 30 percent faster
application speed than hard
button valves. Low-profile
valve design conforms to
package contours.

Tipu’s™ Chai is a bold
alternative to coffee, tea,
and American Chai. Stop
shipping water by using
our Chai Now™ food service
product to make your own
chai tea concentrate. We
supply the reusable bottle
and the chai you just add water!

Award winning purveyors
of the finest green coffees in
the world. Call us about our
exclusive 100% Estate Grown
Jamaican Blue Mountain
grown at over 4,000 feet
on a farm established over
200 years ago. Supplies
EXTREMELY limited.
Erna Knutsen,
President & Founder.