A few years ago, no one in the specialty coffee world had heard of Thai grown coffees, and still today, there is little awareness for coffee from this region. The association in buyers’ minds between Thailand and Vietnam, as well as all of Indonesia is strong and abiding. The flooding of low quality Vietnamese Robustas into the market in 1999–2000, and ongoing issues of corruption, supply inconsistency, and fair trading practices in Indonesia have tainted the market’s perceptions.

And yet, in a pocket of what was once the infamous Golden Triangle of Thailand, an indigenous people, the Akha Hill Tribes have, for the last 20 years, been lifting themselves up from generational destitution through the cultivation of coffee.

The village of Doi Chang was, at one time, the center of the opium production trade in Thailand. Opium, which requires slash and burn agriculture methods, had destroyed the native jungle, brought death and desolation through addiction and enslavement, and eventually caused complete economic devastation. By the time the cultivation of opium poppies was made illegal and eradicated in Thailand, the culture of opium was so pervasive that the indigenous hill tribes were left with ruined soil, economic collapse, and abandonment by their government.

The culture of racism that defines the relationship of the hill tribes to the urban and governmental centers of Thailand descended upon the Golden Triangle and the Akha people. It was not until the Princess Srinagarindra, the mother of HRH King Bhumibol Adulyadej of Thailand withdrew from public life in Bangkok and retired to Chiang Rai, the northernmost province of Thailand that official government notice of the plight of the Akha Hill Tribes began to be understood.

Because opium was an economic crop, and not a core element of hill-tribe culture, her work to change the economic equation through crop substitution was more easily implemented. Coffee was a natural replacement for a cash crop but because of environmental damages, isolation, and the crushing need for subsistence farming, coffee did not effectively ‘take root.’

The evolution of sustainability

To understand the chain of events that have lead to this vital center of commercial success in the Thai mountains, one must first try to understand the cast of key characters who brought this together.

The term, “Golden Triangle” generally refers to an area where the borders of Laos, Myanmar, and Thailand converge and the point where the Sop Ruak tributary flows into the mighty Mekong River. Considered one of the world’s remaining wild places, the area remains largely inaccessible. The name conjures up alluring images of mist-shrouded mountains with forested slopes overlooking the mighty Mekong River, home of hill-tribe villages. Its mystical reputation attracts hundreds and thousands of tourists, year after year, particularly adventure seekers.

The Golden Triangle, however, has a darker side. It is one of the areas of the world where opium is grown, processed into heroin, and smuggled out, and is the source of half the world’s illegal heroin.

As impoverished hill farmers eek out a living from a rugged terrain through opium cultivation, mystery and danger surrounds drug production and trafficking, characterized by the outbreak of civil wars, clashes between the police and armed forces in a fight against smugglers, surprise raids on clandestine heroin factories, and donkey caravans along old jungle trade paths. The list reads like the stuff of mystery novels and action thrillers. Tragically, this is the stark reality of the drug trade.

First and foremost is “Wicha” Promyong. A very humble man who takes no credit for the work of Doi Chaang, nonetheless without Wicha, so much would have been different. Looking like an aging Asian hippie from San Francisco, Wicha is very well known throughout Southeast Asia and beyond. He literally has spent most of his life walking from village to village and country to country just to ‘see what he could see’ and in the process, this quiet, peaceful, and wickedly intelligent man gained the trust and admiration of village leaders, common ™people, and government officials. He still is called upon to travel to distant villages to help settle disputes. In different times, he would be considered an itinerate saint. But in today’s world he makes his living selling antiques and operating 20 owned cafes and licensing an additional 300 cafes throughout Thailand. So, it was natural that the headman of the village of Doi Chang came to Wicha for help lifting his village out of poverty through coffee.

At that moment, Wicha dedicated all his energy toward perfecting the cultivation and processing of coffee and increasing the welfare of the village of Doi Chang. Starting out with less than a hundred acres of land owned by the village, they now have 8000 acres with 3000 under coffee cultivation.

Wicha, who is an intense lover of plants had, as a key part of his plan the reforestation of the mountains. After the mountains had been clear-cut, there were no indigenous plants remaining – the mountains were barren. Raising trees in nurseries, all the coffee is now 100% shade grown under a dense canopy of trees hand planted by the farmers. Not only are there shade trees, but also alternative crop trees that bring additional income to the farmers. Where once the jungle was gone, there now rises a high and thick canopy of lush forest.

Looking for a pathway for increasing his sales and price of the coffee, Wicha attended a coffee expo in Bangkok where he happened to meet Pornprapa Bunmusik (Sandra). This powerful and interesting person in her own right happened to have a friend that could have an idea or two. That person was John M Darch, a successful mining executive from Canada. Together, they began to formulate a plan to move forward with Doi Chaang Coffee.

The pillars of “Beyond Fair Trade®”

It probably is unlikely that if a different cast of characters was assembled – younger or less financially successful – the results would have been so spectacular. To pull this off, there needed to be people that were ready to give back, but only in a meaningful and sustainable way. There were to be no handouts from this crowd.

In analysis, a key component of the Doi Chaang development was John Darch’s lifetime of experience as a mining executive. If he had any experience in the coffee world, his methods would have been very different. In the mining world, investors know that huge investments in equipment and infrastructure must be made before any revenues are seen.

You may have noticed that Doi Chaang keeps getting spelled two different ways – Doi Chang and Doi Chaang. The village in which the coffee company, Doi Chaang resides is spelled Doi Chang. Both mean Elephant Mountain but because of old trademark restrictions, the coffee company added an “a.” Congratulations to those who caught it, and shame on you to those who did not. Your fifth grade English teacher is glaring at you.

When John first visited Doi Chang village, the final 40 miles had to be travelled on mules over washed out tracks. There were no roads into the Doi Chang region making what he found there all the more remarkable. Under Wicha’s leadership, the village had built a modern fully washed wet mill, dry mill, and concrete patios. They had constructed a ‘coffee academy’ to train farmers in best practices through a curriculum design by a college professor from Chang Rai and had installed a 120kg roaster. All of this was brought up that same trail using only mules and strong backs.

Through continuous reinvestment of the money the village received for their coffee, several of the villagers were able to attend university, all receive health care, they feed all in the village who are hungry regardless of what they do, and they purchase additional land and equipment for coffee.

Darch saw immediately that Doi Chaang coffee required a rapid expansion of capacity and infrastructure, especially a road to connect the village with the world. And so was built the base of the idea of “Beyond Fair Trade®.”

Societal Capitalism and sustainability

The core of the idea of “Beyond Fair Trade®” is the firm belief in the power of Societal Capitalism. Darch formed a second company in Canada, Doi Chaang Canada for the sole purpose of purchasing and selling coffee from Doi Chaang Thailand. A price and quantity is struck between the two entities. Doi Chaang Canada agrees to buy, for example, 75% of the crop for a price above the Fair Trade premium. This provides enough revenues to aggressively build out the facility in Thailand and engage the social programs necessary to stabilize the community. Canada then sells the coffee in green and roasted form at a premium based on the Organic and Fair Trade certifications, plus the “Beyond Fair Trade® premium.

The key element toward ensuring a long-term commercial relationship between Thailand and Canada is that the village in Thailand also owns 50% of the Canadian company!

The results at Doi Chaang – the coffee company – and Doi Chang – the village – are dramatic.

Because a great deal of money was now flowing into the village, Wicha recognized that the village had no experience at cash management. He regularly brings a financial expert to the Coffee Academy to educate the farmers on sound financial business practices. Instead of buying big screen TVs, everyone seems to own a new 4×4 pick-up. They found out that it is much easier and faster to drive the freshly picked cherries to the village owned processing plant than to walk them down. The government has built a two-lane heavy load highway to the plant, and the entire village is electrified. The farms all practice water waste management and are all certified organic. New capital investments have been made to add 25,000 kilo Penagos semi-washed processing mills. The village is using their Fair Trade premium to purchase advanced medical equipment for the local “hospital” and as a result, the Thai government has agreed to fully staff the facility with doctors (prior to this it was only staffed with nurse practitioners).

Doi Chaang Coffee grows premium coffee on farms all above 1200 meters that is processed in a state of the art plant owned by the growers of the village. They have expanded into organic honey from their own hives and are constructing a facility to produce organic coffee and honey based soaps, lotions, and cosmetics.

The next goal of Wicha and company is to construct an academy to service all the children in Doi Chang and the surrounding community. Ground has broken for a building that will serve 450 students including dormitories for students who have no home. The Doi Chaang Foundation in Canada is working hard to raise the funds for this new benefit to the community.

Wild Civets of Doi Chaang

One of the premier products of Doi Chaang is Wild Civet Coffee. I will spare us all from the jokes regarding these unique little “wet mill” processors except to say that the civets at Doi Chaang seem to do an especially fine job of it. I suspect that there is a “Garbage in-Garbage out” element to it. These civets are dining on some of the best coffee in the world.

What makes the civets at Doi Chaang especially unique however is that they are completely wild. Unlike some of their brethren, these little nocturnal guys have free range of the coffee farms once the sun goes down. You do not really understand the distinction of “wild” until you try to sleep in a hut in the middle of a coffee plantation while outdoors, the trees are alive with fully caffeinated wild animals that look to be a cross between a cat and a raccoon. Civet coffee has become so valuable that wild civets are rare. They typically are caged and fed coffee their entire lives. In truth, this probably is just fine with the civets since their entire life plan seems to be eating, and then poo’ing coffee. But it just feels better knowing that the civets at Doi Chaang are eating whatever coffee they choose and then returning to their dens and families at the end of a long night of work. Doi Chaang’s civet coffee consistently earns scores in the 90’s and has been picked up by some of the finest specialty retailers in the world.

Sometimes life really is strange.

Recently, at an event hosted by Fonté Coffee Roasters at their downtown café at the Harbor Steps (in Seattle), I was surrounded by happy, cupcake filled pre-schoolers. They were from the Pike Place Market Day Care Center just down the street. The reason for all of us being there was to celebrate a donation of $11,000 to cover the costs of supplies for the school for a year! Fonté contributed a part of their sales during the Christmas season toward this gift. The size of the check even surprised Paul Odom, the owner of Fonté, who was alive with pride at being able to help this local non-profit serve its students.

What surprised Odom was the enormous jump in sales at the café. It was a direct result of his customers’ favorable response to supporting this neighborhood daycare center. “We have never had holiday sales like this ever before,” said Odom.

Fonté is not a giant company; it has limited resources made all the more scarce by the abidingly high cost of green coffees. Odom has intentionally not sought the big-time instead driving an insatiable need for extreme quality for a truly discerning audience. This season, Odom wanted to give something back to the community but was confronted by a question of scale.

“Why the pre-school?” I asked Odom.

He thought for a moment, then he said that everyone in the coffee industry wants to give back in some way, but that most companies, especially roasters, are faced with choices that often are so big, so distant, and so daunting that small companies simply feel that their contribution would be too little to make a difference. The money that Fonté would potentially raise would not make a dent in a water project in Zambia, or a health care project in Guatemala. And, even though those types of projects are worthy and all contributions help, it was not soul satisfying for Odom and his small company. The scale was all wrong.

Odom is a cerebral guy; talking with him is like having a conversation with Steve Jobs. His thoughts range easily across the past, the now, and the future as if he might be strolling on a catwalk that is above our heads. You cannot lead a micro roaster for 20 volatile years without having a vision few others can fathom. The pathways he chooses to follow are often instructive, so a question like “Why the pre-school” can lead to new and valuable ideas for the rest of us.

It is that question of scale. We all want to make a difference, to move the dial a little toward a visible positive outcome. Odom saw that his small contribution would not have a lasting impression on his employees and himself if it were only a drop in the bucket toward some grand goal. He wanted to make a real impact, so when a retail customer approached him about supporting the Pike Place Market Pre-school a light went off. Here were possibilities. By focusing on buying supplies for the school, Fonté would make a firm positive impact on the lives of these small kids for the entire year.

It goes without saying that organizations with global reach and with large goals…alleviating poverty in Guatemala, malaria nets in Tanzania, and others also need contributions and help from everyone. They require our ongoing support and year-round contributions. But, during the holidays, is this the kind of contribution that will motivate local customers and employees of small companies? Maybe not.

By stopping and looking around at his own community, he discovered folks right here in Seattle that would think that his effort was huge and would have a lasting effect. By thinking local, Fonté was able to have a real and immediate impact. I think that this idea of looking for the correct scale for a contribution is important, not because it gives great press but because it gives meaning to the effort. Employees at the roastery and the café have a clear picture of what was accomplished, customers knew that kids right in the neighborhood would benefit from each cup of coffee, these urban kids will have a better quality of education and, who knows, maybe one day one of them will find the cure for malaria.

For small companies, maybe we should not only buy local and sell local, but also give local. Who knows…something to think about. Looking at these very much alive three and four year olds eating Holiday cookies, I have to say yes.

Cheers,
Miles & Kerri

The word Chai in Hindi means tea. What is referred to simply as “chai” in Western countries is what is known in India as Masala chai, literally meaning “Spice tea.” In Ancient days, Masala chai was used for medicinal purposes (in Ayurvedic practices), and was considered a remedy for minor illnesses. Early on, Masala chai was prepared in a variety of ways, served both hot and cold, and comprised of a wide array of spices.1

Surprisingly in earlier days, tea was not a very popular drink in India. It was not until the 1830’s, when the British East India Company became concerned about the Chinese monopoly on tea, which sustained the enormous consumption of tea in Great Britain. British settlers noticed the existence of the Assamese tea plants in India, and began to cultivate tea plantations locally.

However, consumption of tea within India still remained low until an aggressive promotional campaign by the British-owned Indian Tea Association in the early twentieth century; which encouraged factories, mines, and textile mills to provide tea breaks for their workers.1

The official promotion of tea was to be served in the English style, adding small quantities of milk and sugar. But Masala chai remained a part of Indian culture and, in its present form, firmly established itself as a popular beverage, spreading beyond South Asia to the rest of the world with its multi-cultural influences.

Variations

In Western countries, a sweeter and creamier version Masala chai was created, such as the chai latte. The basic Masala chai is made mainly with a base of black, green, rooibos tea, or in some cases yerba mate, and an assortment of spices. In India, each recipe varies from region to region, and family to family. This continues to be true, as different families as well as companies have capitalized on chai, creating their own blends and selling them loose, in tea-bags, powders, and concentrates. According to Christopher Merry, President of The Chai Company, “Companies like ours use whole leaf tea that is steeped in hot water and then steeped again with spices. This brewing process means that all of the goodness in the tea and spices is captured in the final product. Our chai is made with whole spices – ginger, cardamom, black pepper, clove, cinnamon, and vanilla.”

According to Bipin Patel, President of Tipu’s Chai, “Our (Masala chai) is a third generation family recipe that has been tested by my family’s migrations from India to Africa to England and now to the U.S. I have stayed loyal to the recipe and not cut corners. It is a recipe that is bolder, spicier, and more robust than most other chai’s. It’s not bland and weak; it is invigorating, bold and soothing too!”

In contrast, Eva Wong from the Republic of Tea says, “Our Republic Green Chai is Green tea blended with spicy ginger, cinnamon and cardamom is finished with sweetness of fresh almonds. Our Republic Red Chai is rooibos and it has been blended with a delicious mélange of other herbs and spices: orange, cinnamon, ginger, coriander, cardamom, star anise, fennel, black pepper, pimento and cloves. It is more subtle in flavor than our traditional Republic Chai.” Juanita Joachim from Tea Packs USA says, “What differentiates us is not only our quality of tea and spices, it is the wide selection of chai blends that we offer.”
Furthermore, Bhakti Chai is the only fresh chai in the market. It contains no preservatives and is made with Fair Trade and Organic tea, fresh organic ginger (they press 1,000 pounds of ginger on a weekly basis!), Organic evaporated cane juice, cardamom, black pepper, fennel, and clove.

Nowadays, chai is not limited to only drinks. People have used the Masala chai blend to create various dessert recipes. For instance, chai cupcakes and cookies, chai rice pudding, pumpkin chai latte cake (Yes, I am hungry), chai ice cream, and I am currently munching on Cary’s Tea Toffee Chai, which is a milk chocolate with English toffee bar blended with Masala chai spices. Delicious!

Health Benefits

The Masala Blend was originated because of the individual healing properties of the spices. In addition, tea in itself has various health benefits and antioxidant properties. According to Dawn Lewis, President of Chaikhana Chai “Flavonoids and polyphenols are naturally occurring compounds in premium black and green tea. They function in the body as antioxidants and help neutralize the free radicals known to damage cells which can lead to diseases such as Cancer and heart disease. Also, by inhibiting the absorption of cholesterol in the digestive tract, tea helps prevent the forming of blood clots, which may cause a heart attack or stroke. Studies have also shown that black tea relaxes and expands your arteries, increasing blood flow to the heart, while improving the functioning of the blood vessels and lowering blood pressure.”

While chai could have a beneficial effect on adults, is it safe for children? Lewis says “Absolutely! Decaffeinated chai is usually an option and it is a great alternative to hot chocolate. Honey is energizing and good for the immune system, spices are good for tummies, and milk is full of protein, vitamin D and calcium.” Furthermore, Bipin from Tipu’s Chai adds, “I can only speak from personal experience. I grew up drinking chai and I think I was about 5 or 6 when I had my grandmother’s chai for the first time. I don’t think it did any permanent damage…except perhaps my addiction to chai!”

A Social Mission

Beyond their profitability goals, many businesses in today’s world have adopted a philanthropic and social awareness philosophy. This is the case with Brook Eddy, Founder of Bhakti Chai (Bhakti meaning devotion through social action). She believes in a “triple-bottom-line business,” based on profitability, and ecological and social responsibility. Her company philosophy is based on the Swadhyay movement originated in India; where a main motto is “compelling individuals to serve their community by donating two days a month for the good of their community.” Besides the fact, that her chai is Organic and Fair Trade, through her business, she donates 10% to Non-profits that invest in women, girls, and the environment (See their story at http://www.bhaktichai.com).

Growing Demand

Masala chai has spread around the world, and its popularity is increasing as people try it and become informed. “As consumers become more aware of chai as a beverage option, it simply offers them another choice when coffee may not be what they are looking for, but they still want a hot drink. The health properties of tea and spices are becoming more of a news topic as well, which inspires those who have yet to experience chai to give it a try.” Says the President of Chaikhana Chai.

Marketing is always an essential part of selling any type of product. In the same way, every retailer should promote chai. Christopher Merry, from The Chai Company suggests “Specialty tea is a rapidly growing market and cafes can do a much better job in capturing some of this growth by offering a higher quality range of premium teas. A premium authentic chai should be a big part of that. A coffee shop that prides itself on handcrafted quality coffee should have the same mentality with all of their allied products. Promote it with posters; create drinks with it – like Chai-nog or Chider. Offer more types – regular, spicy, caffeine free, unsweetened – and give people samples.” Exotic and trendy beverages such as chai are a great addition to your specialty tea menu. Especially since it is not only flavorful, but also healing. Find fun and flavorful blends; promote them; make a profit.

Cinnamon
–
Is thought to increase circulation and open breathing. In addition, it is used as a digestive stimulant and to treat joint pain.

Cardamom–
Is said to benefit the lungs, kidneys, and heart.

Cloves–
Have pain-relieving and antiseptic attributes.

Black Pepper–
Widely used to support circulation and metabolism.

Nutmeg–
Used for centuries to ease sciatica and promote the digestion of heavy foods. Ancient Arab physicians also used it to treat kidney and lymph problems.

Ginger–
Mainly known for its digestive properties; also used as a stimulant for the circulatory and immune systems.

Fennel–
Widely used to treat both kidney and ocular problems, as well as laryngitis.2

1. Masala chai. (2009, February 24). New World Encyclopedia. 
www.newworldencyclopedia.org/entry/Masala_chai?oldid=935168.
2. Chai Tea Health Benefits. www.chai-tea.org/benefits.html

As the coffee lovers that we are, the first thing that I should point out is that Iced coffee is on the top of the list; and this topic could be an entire article by itself. “Consumption of this cold caffeinated beverage in restaurants has heated up 20% percent in the last five years.”1 According to an independent survey conducted by Dunkin’ Donuts, “an overwhelming majority (84%) of iced coffee drinkers claim they are drinking more iced coffee this winter compared to last winter.” 2 Not only the interest in premium and specialty beans, but also all the advances in the cold brew technology, has influenced the growing demand. Everywhere, from McDonald’s to the local Café’s, operators are offering iced and frozen java drinks; even Starbucks with its new Via Iced Coffee is giving customers the means to make their own at home. As a café, it is important to focus on the quality of your brewing method, and make sure you differentiate your iced or frozen coffee from those of the big chains.

Next, consumers have become increasingly health conscious, and this trend will continue to be followed for years to come. Individuals are looking at labels that contain “Free-From,” “All– Natural,” and “Low-Calorie.” Consumers, especially women, are extremely aware of this last one. Therefore, when selecting what flavorings, syrups, and products to offer in your café, look for these labels. According to Brenda Weldon, Marketing Coordinator for Weldon Flavorings “We believe at Weldon Flavorings that health conscious customers are demanding
 more quality from all their beverages. They want their frozen treats to be healthier for them and have less sugar, fats, calories, sodium, and artificial sweeteners. Frozen treats made with Weldon Flavorings can increase the flavor of any drink without adding these unwanted ingredients.”

From enhanced waters and drinks, such as vitamin water, to made-to-order frozen beverages, consumers are looking to get extra vitamins and supplements from their thirst-quenchers. Specifically ones that will give a boost of energy; hence, the popularity of “5-hour” and other energy drinks. David Gross, CEO of Smoothie Essentials says, “Our product line includes twenty assorted blends that individually and together encompass the broad spectrum of whatever particular benefit a customer would be looking for. Whether for energy or for restful sleep; for protein or for fiber; for recovery from one too many drinks the night before or for an extra boost to the brain functions before school, the Smoothie Essential product line has a product to meet the benefit.”

According to an independent survey conducted by Dunkin’ Donuts, “an overwhelming majority (84%) of iced coffee drinkers claim they are drinking more iced coffee this winter compared to last winter.” 2

While many may think that offering sugar-free and low-calorie products will affect the taste of their beverages and limit their creativity, many suppliers have created great tasting flavorings, sweeteners, and syrups in order to meet this demand. Your frozen beverages can be unique and healthy at the same time. Gina Costello, CEO of Costellini’s says their most creative flavor is “the cinnamon bliss, it’s a show grabber every time, people are shocked when they taste it; then even more shocked when they learn it sugar free and fat free.”

Get Creative!

Creativity is critical to differentiate your café; and of course flavor. People are now demanding not only unique and exciting beverages, but customizable. Consumers want the do-it-yourself experience by being able to pick and choose from an array options. Syrups and flavorings will allow you to offer variety, while maintaining a high-profit margin. “There is high demand for frozen fruit based beverages. Lemonade and teas are very popular. Again, adding flavor offers a complete range of drinks. In fact, a café can create terrific tasting lemonade simply by using Monin Lemon as the base flavor.” Says Bob Hager, Vice president of Marketing at Monin Syrups.” While fresh and local is currently a big trend; using only fresh products can be expensive, and can limit your creativity. Combining syrups and flavorings with a few seasonal fruits and botanicals will allow you to mix flavors while keeping costs low, and also distinguish your Café with inventive drinks.

According to Jillian Hillard, Marketing Manager at PreGel AMERICA, “ Slushes, frappes and smoothies aren’t the only players anymore. Soft gelato and yogurt products (affogatos), exciting alcohol-infused drinks and more will all greatly expand the frozen beverage category.” Diversifying your product line does not only mean offering different flavored beverages, but also distinctive and original styles of cold drinks. “PreGel’s Caféttone, Fruittone and Yogurttone lines easily incorporate into an existing café model for a number of reasons. The concept blends well with the existing offerings of many cafés i.e. coffee, espresso, juices and fruits – meaning you can incorporate Caféttone, Fruittone and Yogurttone within a café’s current products (Salted Caramel Caféttone swirled with espresso).” Adds Hillard.

Quality

When a customer is purchasing a frozen or cold beverage they will expect it to be tasty; that it is well blended; and that the flavor lasts until the end. The type of blender you use will play an important role in the outcome of these factors. According to Tony Ciepiel, COO of Vitamix, “Our customers’ reputations are built on quality. Whether our products are being used in a coffee house, smoothie bar, or one of the finest restaurants in the world, we’ll continue to create value and versatility to help ensure success… Vitamix offers operators the ability to deliver a wide variety of superior blended beverages to their customers through a variety of features and benefits, including its program buttons with 34 optimized programs found on The Quiet One.”

Something that is ironically often neglected, considering it is the most prominent ingredient, is ice. According to Michael Rice, Senior Product Marketing Manager at Follett Corporation, “Studies have shown that people prefer Chewblet ice, generically known as nugget or extruded ice, by over 2:1 compared to conventional cube-type ice.” He continues by adding, “All Follett ice machines produce Chewblet ice. More than 50% of the population likes to chew ice and consumers prefer the texture, size, shape, and appearance of Chewblet ice. They often think Chewblet ice makes their drinks taste better and will go out of their way to get drinks with this type of ice.”

Frozen beverages are not just a summer trend. People enjoy frozen drinks as a snack drink; some as a meal replacement, or simply as a functional drink that allows them to get their daily fruit intake and other supplements (which helps justify the calories); others drink them because of the texture and because they are just plain fun! Regardless of the motive, the demand is present. Frozen Beverages are high-margin menu items that sell well, and they are easy to add to the menu with minimal investment and inventory. Do not miss an opportunity to diversify your menu and increase revenue; follow the industry trends.

1 www.foodchannel.com/articles/article/top-ten-beverage-trends-2011/
2 www.sacbee.com/2012/01/24/4210780/iced-coffee-drinkers-running-on.html

Regardless of where you are right now, here are some ideas for 2012 resolutions you should commit to in order to move your career or business forward. These resolutions will do two important things for you. First, it will get you thinking. You will need to find where you can apply these ideas in your life and business. Soul searching is a great exercise in ‘getting real’ and these suggestions will help you get there. Secondly, it will spark some motivation in you because that is what goals and resolutions do. Motivation comes from the inside and goals focus the effort.

Before I give you these suggestions, I need you to do something. Either go get a blank piece of paper or open a new Word document, or even bust out your journal. Seriously, go do this…. I’ll wait…

O.K. Since your reading this you have your means to write stuff down in front of you. We can continue. If you don’t write this stuff down, however, the result is going to suck for you because a written goal is 97% more likely to be accomplished. (I totally just made up that statistic to make my point that you should write this next part down.)

The intent of the exercise is to get you focused on contemplating what you will commit to do in the following three areas:

Quality. Marketing. Sustainability/Self Improvement.

For each area I will give you a brainstorming exercise to draw you toward a resolution that you know should make already. But at the end you will know WHY you should make it. If you get to this point you of knowing why, you are 633% more likely to see it through. ( I made that one up too but you get the point.)

Quality.

I had a customer pose a question to me early in my roasting career. “Why would you do anything in business if you were not committing to be the best at it?” I was struggling to make payroll, had just built out a roasting facility that was costing an arm and a leg and I was pounding money down a rat hole called my retail store that was attached to the roasting plant. My initial answer to the question was, “What good is quality if your business doesn’t survive? Cut the corners you have to in order to keep going and then become a student and purveyor of quality when things get better.”
Your brainstorming assignment is this: Please write a page or two on the following question:

What is right or wrong with my philosophy above?
Try to dig below the surface and really contemplate what you might have thought given the circumstances. Does offering the highest quality product always mean it will cost more to produce? Can you sell as many high quality products as average quality? What are some advantages to being just above ‘good enough’ but not necessarily ‘top in class’? Can you offer two levels of service or product?
So now do the following: Finish this paragraph; “It is important for me to be the best that I can be in _____________. I realize that it may take some time, like (x mos / yrs), but I will start today by doing the following things before the end of _____________. Action 1:_____________ Action 2:_____________ Action 3: _____________.

Marketing

I never studied marketing in school, but I’ll bet if you took all the textbooks and boiled them down to a simple premise about marketing it would be, “Tell people about the cool stuff you do and then ask them for something specific.” It does not matter whether you are a barista working for a large chain or an owner of that large chain, you still need to tell people about the great stuff you are doing and ask for something in return.

Coffee professionals are humble people and to some, the thought of ‘bragging’ about what you do is akin to being a used car salesmen. (No offense to used car salespeople; you just market differently than coffee people would!) Well, I have news for you. The rest of the world thinks that what we do is pretty cool. Coffee is so personal for so many people that they feel they can relate to you as soon as they meet you. Yet I’ll bet you have thought the following even as recently as this year: ‘What I do goes unnoticed, underappreciated and if the right people knew what I did they would be all over me because I do a good job. ‘ I have news…. We ALL feel that way! So what you have to do is decide to go ahead and tell those you want to do business with (whether a boss, customer or other business partner) about the great job you do, why it is important to them, and what you want them to do. Let’s try; here is your exercise:

Make a list of five ‘targets’ you want to know about what you do. (Yes, write them down. That is what the paper is for!)
Finish the following ‘marketing message’: I wanted to tell you about what I do, I produce _____________ and have been doing it for _____________. I would like you to hire / buy / promote etc. because I / my service / my product can do the following for you. Now list the top three things that finish the thought.

The next step is radical: Go deliver your message to the people on your list. Don’t be apologetic, shy or ashamed. Just do it! You will be amazed at what happens.

Sustainability / Self Improvement

Make a commitment right now that the most important sustainable project is YOU. After you take care of you, then you start on the rest of the world.

Complete the following: I will do the following things to make me stronger this year: list at least one in the following areas; Body, Mind, Soul, Relationships, Finance, and Profession. Be specific and add action items with due dates. Here is a format you can use:

BODY: I will move from being a sedentary person and get my heart rate above 140 for 20 mins at least three times per week starting today.

Now you will have a solid action plan. Now you will know why you are taking action. Make your almost New Year resolutions and go accomplish them.

Me… I resolve to stop making up statistics for at least 118.65% of the year. I better submit my article now.

Rocky can be reached at rocky@INTLcoffeeConsulting.com

“I had restaurants and hotels, but I sold them all to go up to the mountains and work with coffee farmers 12 years ago,” – replied Wicha Promyong, the Doi Chaang Coffee Co.’s president, when I asked him how he got into the coffee business.

It seems like success inevitably follows the footsteps of a talented businessman: Wicha sold everything to seek a quiet refuge in the Thai mountains, but 12 years later found himself running one the best coffee companies in the country. Wicha’s Doi Chaang now owns 20 coffee shops in Thailand, supplies coffee to 300 others, and his coffee consistently ranks among the top in the world.

Let’s talk to the man:

V. Many cafes in U.S. like to announce themselves as being green and organic as soon as they receive the first delivery of biodegradable coffee cups, but you guys are really taking it all the way. Look at this jungle that you have built here: waterfall, garden with plants all over, and lots of organic products for sale. This is a beautiful shop! What is its history?
W. Thank you (smiles). Well, this is our very first shop that got opened 9 years ago. I opened it so that people could try our coffee and know how it tastes; however, I have never predicted such rapid growth and popularity. A person would come in, try our coffee and tell 5 others – it is magic what word of mouth can do. As far as the design in this particular shop I have used a traditional Thai style of building that brings the nature inside and makes the atmosphere really peaceful.

V. Could you tell our readers a bit about coffee culture in Thailand – how did it progress over time?
W. In the old days in Thailand, people mostly drank instant coffee with condensed milk. Then Starbucks came along and introduced the culture of drinking fresh coffee, so now the majority of consumers turned to fresh brew. They know how to drink coffee, and instant coffee consumption has gotten lower and lower especially in the last 3 years.

V. How did you manage to acquire enough expertise and knowledge to open up and operate one of the best coffee shop chains in Thailand?
W. Simple. I just went around the world, looked at the way good shops were operated, and drank coffee here and there slowly learning day by day.

V. You have traveled the world extensively, what makes Doi Chaang coffee shops unique among others?
W. I think the biggest “unique” factor for us is that 100% of the coffee in our coffee shops comes from our own plantation in Doi Chang province. We sell only what we grow and process at the plantation. However, because of that we have a little problem now: our coffees are being sold really well, but the demand has gotten too high. From Malaysia to Australia people are coming to us, but we don’t have coffee to sell because we sell only what we produce.

V. How is your company planning on resolving this situation?
W. We have expanded by 8000 acres in the Doi Chaang area, but we have to wait for another 3 years for the plants to sufficiently grow. In the future, we will be able to produce about 2000 tons a year, so it’s just a matter of time.

V. You have mentioned that Starbucks contributed to coffee culture progress in Thailand, but do you see more and more people choosing Doi Chaang coffee shops over Starbucks in Thailand?
W. You know yes, independent coffee shops are becoming much more popular in Thailand, especially with locals. They try our coffee once and always come back again. Maybe around 8 percent of our customers are foreigners: the majority is still walking the floors of Starbucks.

V. Wicha I think what you have managed to create with Doi Chaang Coffee Company is absolutely genius! What is the secret behind it?
W. I think the secret behind it all is – happy farmers. We pay them $1 per kilo of cherries! It used to be 12 to 15 cents per kilo before, and now it is $1. Plus our farmers collectively own 50% of the company, so they receive part of the company’s profits in addition to their sales. This is the way coffee business should be – not just one man making all the money – farmers should make good money too because they are the ones who produce.

V. Having done so much for the company and the farmers, what is the biggest reward for you to be part of all this?
W. Maybe I am getting old, but I don’t need money anymore. The money that I make I use to build schools and hospitals. In this stage of my life, I am concerned about helping others to achieve their goals, and traveling the world to demonstrate that our model can be applied to any place around the world.

Doi Chaang Coffee Company

www.doichaangcoffee.com
Wicha Promyong
t: (+66) 86 071‑7403
miga@doichaangcoffee.com

An AHA! moment is that instant when clarity occurs. Sometimes, like with children learning a new math concept, just figuring it out for the first time can be an AHA! moment. Other times you will find someone says something that ties together loose ends like “The reason your back is hurting is due to your strained knee which is making you stand awkwardly. Fix your knee and you fix your back.” Still others are the ‘reality movers’ that undo a known fact. Examples here might be when your daughter discovers that Mickey Mouse at Disneyland is just a guy in a suit. (Yeah it’s true!)

The AHA! moment is important for the coffee industry for two main reasons. The first is personal; it proves you are still growing and learning. The second is financial; sharing these experiences and providing your clients with their own AHA! moments builds a bond. You are an expert willing to give away your experience. A deeper bond with clients means more loyalty and more word of mouth advertising.

Where you are in the supply chain also effects your AHA! moments. Listed below are moments that people shared for this article. The moments will be classified in segments of the supply chain. Some are ‘entry level’ that we all have had. Some much deeper.

AHA! Moments in the Coffee House
If you want to create loyalty with your retail customers, do this: Brew a natural process Ethiopian, an earthy Sumatran and a floral, balanced Guatemalan and put them on a self-serve table in your shop. Put down some forms and ask your customer to vote for their favorite. Here are the AHA! moments you will be providing for your customer:

• Not all coffee tastes the same. In fact they can be VERY different!
• I can taste the difference! Maybe I am better at tasting than I thought!
• I NEVER drink coffee without stuff in it. Maybe I hide the taste when I do that!
• If these taste different, what do OTHER coffees taste like?
• 
Maybe coffee can be enjoyed rather than just consumed.
• I really like this taste and not that one. Are there more that taste like this one?

Here is another good one you can do. Get a sequential picture array in the following order: Coffee tree with flowers, green cherries, yellow cherries, red cherries, coffee being picked, coffee being carried to the mill, coffee being pre sorted, coffee in holding tank, pulping coffee, fermentation tank, drying patio, raking, dry storage, hulling, screen sorting, gravity sorting, defect sorting, cupping table, green coffee in bag, bags in container, container on ship, coffee in warehouse, coffee near roaster, green bean, yellow bean, three more roast levels, cupping table, brewed coffee in a cup with a biscotti. The customer’s head usually starts spinning at this point! Here are some moments:

• Coffee is grown on trees!
• It’s not a bean, it’s a pit!
• It’s green not brown!
• It can be different shades of brown!
• 
It’s roasted!
• 
SO MANY HANDS! SO MANY STEPS! What if one person screws it up!

Assuming a picture is worth a thousand words, that is about 30,000 words without your staff saying anything! If you do this for your customers, you elevate the conversation beyond cost and focus on quality control points. This solidifies a customer for life! This is a customer that will want to share this information with others and thereby be ‘the expert’ to their friends. That’s more customers for you!

AHA! Moments at the Roasting Facility
Whenever you are discussing coffee with a prospect, put out a display with four different roast styles of a single origin coffee on it. Also prepare four pots of coffee made from the beans of the display. Ask the prospect to pick their favorite. Also show a roast profile spreadsheet and graph for each one. This is what is going through their mind:

• You can roast the same coffee different ways!
• There is a dramatic taste difference due to roast!
• Roasting is an art AND a science.
• The skill of the roaster adds value to the product.
• Which roast style is right for my customers?

You can do the same thing with blends. Take a prospect through an actual cupping. You get a special bond when they try this for the first time and:

• I learned a new skill to evaluate coffee I never knew existed.
• I am smarter than my friends about coffee because I know how to cup.
• Is there a common language between coffee professionals that use this tool?
• I can speak this language with practice but it is not an easy skill.

AHA! Moments with the Exporter / Importer
Different companies do different things to prepare, move, buy, track and warehouse coffee. The average roaster really does not understand the logistics involved, let alone the complexity of a commodities exchange and international contracts. There are things you can do to have the roaster appreciate your role even more. Start with a descriptive break out of a contract describing the main points: type, quantity, place, and quality. For the first time your roasters will be thinking:

• Risk management is crucial.
• There are more than only ‘shipping costs’ involved in this.
• Maritime insurance? Who knew?
• Price fluctuations against 37,500 pounds of coffee are SIGNIFICANT!
• That is why my spot price changes!
• Price fixing has stability AND risk associated.

Once that conversation ensues you can move to a conversation about hedging, multiyear contract benefits / pitfalls, and dispute resolution. Your customer should walk away with this:

• I will not attempt this on my own unless I have professional help. I love that I do not have to deal with this!

AHA! Moments at Origin
As a farmer you know that what you do requires science, experience, financial risk, luck of nature and the kindness of God. The average roaster or retailer can conceptualize what you do but do not feel it like you do.
Some of the things they will experience are:

V. Hi Dimitri! We can’t wait for the café to open up, when is the launch date?
T. We are still waiting on a couple of permits and inspections, but I think we will be open in the next two to four weeks.

V. I’ve heard that the condominium builders are really excited to have you in their building, how did you approach them?
T. Yup, it is a two year old building, but the bottom floor has been empty all this time. Nobody wanted to go in there, because although being a great place, it is a huge investment. I approached them with my concept, and they loved it. I told them that it would be the first building department that will have a room service delivery done by texting. This is how it works: you fill up your membership account with $150 to $200 dollars, and your cell phone and apartment numbers get linked to it. So, for example, if you text “two coffees Maxim 207”, you get a text back with your order confirmation, and whoever brings you the order will give you a receipt that says how much money is left in your account. Like I said, the condominium developers loved it, and even gave me six months free rent.

V. What are you trying to prove with your business?
T. You know, I guess I am just sick of people saying that we are a green café or a green restaurant, and all they do is put in a recyclable counter and a few garbage bins. There is no real commitment with money or anything else. I know that the coffee shop industry is not made up of culinary professionals – how many of them are food and beverage professionals or have a degree in resort management? The majority start a business because it is not hard to do, which means that they usually get bad leases and bad contracts, and as a result they are passing their ridiculous overheads on to customers. I ran some of the best hotels and restaurants around the world after getting my degree, and I am here to prove the point that doing things the “green way” is better and affordable both for the business owner and his customers.

V. Could you tell our readers a bit about the extent of your “green” concept?
T. The level of my commitment has not yet been seen in the coffee shop industry. Whatever my electricity bill is every month, I will go to the Parks Department of Oakland and give them the same amount to keep our air clean. I will have a compostable machine on site, and my cups will cost me an astonishing 15 cents because they are 100% recyclable within 90 days. I will be using the most expensive organic milk, and 90% of our main ingredients will come from within a 200 miles radius. Each and every one of my interior suppliers gives me a certificate that their products are 100% sustainable. For example, my high-end reclaimable wood tables cost $700 each, although I could have paid $150 for a regular coffee table. The same with the lights for the café; I could have bought all for $5,000, but I have spent about $17,000 because of their electricity-saving characteristics. Still I am not here to be a non-profit: this is business, and I am planning on tripling my initial investment in 6 years.

V. What is your relationship with coffee, and how is it going to be reflected in the Noble cafe?
T. I am an avid coffee drinker, and coffee for me is four things: machine, grind, tamping, and beans. Take tamping for example, nobody in the U.S. is serious about it. If you are 250 pounds, and I’m 150, our tamping pressures are going to be different, and so are our coffee drinks. In Noble Café, we will use Macap (http://www.macap.it/) lever operated espresso tampers to keep our drinks consistent. As far as our coffee supply, it will come from the Blue Bottle Coffee Company that only roasts organic, pesticide-free, shade-grown beans.

V. What espresso machine will you be using?
T. I will be using a Plus 4 You manufactured by Astoria. So far, I am the only owner in the U.S. of the newest model in a gorgeous red color, which you can differentiate from the older ones, which have the carbon fiber finish. Plus 4 You groups have separate boilers, and you can switch them on/off and set them to different temperatures. It is the only machine in the world that is certified to save electricity by 47%. Also Astoria has the biggest repair network in the U.S., so if something breaks, somebody can come in the same day – really quick service is important in our business as you know.

CofeeTalk wishes all the luck to Dimitri Thompson and his “truly green” Noble Café. Don’t just talk, walk your “Green” talk.

Noble Café

Dimitri Thompson
100 Grand Avenue, Suite 111,
Oakland, CA, 94612
www.noblecafeoakland.com
info@noblecafeoakland.com

Reacting to the changing demands of their customers, and their customers’ employees, OCS operators are exploring ways to translate the specialty coffee experience into the office.

Drinking trends are shifting as the workplace environment changes. Bottled and filtered water is experiencing a substantial uptick in consumption as the market moves toward healthy and functional beverages. Also rising is alternative caffeine delivery methods – Red Bull and others. As these trends continue, the fundamental elements of the OCS business model changes.

Consumers are more educated about coffee quality and specialty coffee. Especially in some venues, specialty brewed coffee is essential. At the conference, one operator explained that his customers no longer have low expectations but demand high quality coffees from very specific roasters. He no longer has a private label ‘frac-pack’ business. He delivers specialty coffees roasted by local roasters, along with other upscale products and equipment to a very discerning group of customers. He reports that he does not have to prospect. His company markets by word of mouth and referrals.

OCS operators are under increasing pressure from both the specialty coffee café culture and the single serve phenomenon. Additionally, new and powerful players are entering the marketplace such as Staples, as well as other office product retailers. As a response to the entry of the ‘self-service’ competitors, operators are emphasizing and expanding the key element that drives their businesses – great service. Many operators said that the thing that differentiated their company from the down-market alternatives presented by the Keurig and big-box coffee programs was the face time spent with the customer and the regular maintenance and servicing of brewing equipment and water filtration systems.

The take-away from the show is that the OCS operator can no longer think that their business model is ironclad. Innovation is the name of the game now in OCS. Decide what your true strengths are and build them up. Look at the resources you currently have and think how they could be put to other uses.

In one conversation, the suggestion was made that OCS operators are fundamentally coffee product distributors; possibly, they could look for other venues to do related deliveries. As we all know in the specialty café world, there are very few regional distributors that provide bi-weekly service to coffeehouses and cafes for their “everything but coffee” needs. This is a big problem for café owners. The drops are usually too small for the food distributors. OCS operators make small drops to individual locations everyday. You have delivery vans, why not put syrups, cups, paper products, pastries, milk, smoothie mixes, and other things necessary for the small café operator and then deliver to them, too. What a cool idea! Instead of blaming Specialty Cafes for causing your problems, why not embrace them and make them part of your business model.

The point here is that the OCS industry has great reach and penetration throughout all America. Operators should take a careful inventory of their skills, resources, and abilities and then think about different business models these abilities can work in. It is the old lemon and lemonade chestnut – but it works.

In an industry as large as coffee, there is a lot of waste. For this reason, it is important to recognize the role that businesses play in leading the way for social change. A business adopting the green initiative will affect it’s customers actions on a daily basis, because they will be “going green” alongside. As a coffee shop owner, you have the ability to reduce the carbon footprint of hundreds of individuals (at least in one aspect of their daily lives); which in consequence will save trees, diminish the amount of harmful gases emissions, decrease waste, and reduce the growth of landfills. Even if you are skeptical about the “Greenhouse effect” and it’s impact on climate change, investing in making your practices more sustainable can substantially cut down operating costs for any business. Simple actions like turning off lights or appliances when they are not being used can make a difference. As a business, you have the power to generate change; but it all commences with someone that is willing to take initiative. So here are tips & tricks that can make your café more sustainable and reduce your carbon footprint:

Tip # 1 – Encourage customers to bring their own mugs to your café every morning.
Encouraging customers to bring their own mugs to the café every morning is one thing. Getting them to actually adopt the habit is another. When your customer finds the perfect design to fit her personality, she’ll bring it in every day. We call it: “The Art of Hydration™.”The way that our products improve sustainability above alternatives is very simple; people find a piece of their personality in the design they choose for themselves. That alone makes it easy to remember to take it with them in the morning.
Submitted by Erez Toker, Owner of OneVessel by Vessel Drinkware, 
www.vesseldrinkware.com

Tip # 2 – Use and promote reusable filters for Keurig brewers.
By offering alternative devices, like the Ekobrew, to heavily used and ecologically damaging products, the coffee retailer can gain new customers and have access to otherwise untapped revenue streams. The Ekobrew is a reusable filter that works in almost all of the Keurig brewers. Not only can the customer now use their own favorite coffee in their Keurig machine, they can save significant money over the cost of K-Cups. Over 5 billion K-Cups will be sold, used and thrown away in the next calendar year. The Ekobrew can be used hundreds of times and every time it is used, one less non-biodegradable, plastic-and-foil K-Cup goes in our landfills.
Submitted by Ron DeMiglio, President, Eko Brands, LLC. www.ekobrew.com

Tip # 3 – Market your brand with single-serve pods.
Soft paper pods are the green solution to single cup brewing, and are more environmentally friendly than throwing a plastic K-cup into the landfills every time you brew a cup of coffee. Spent pods from brewing cups of coffee are compostable. Simply break the soft paper pods apart and spread them around your gardens and flowerbeds.
Submitted by Tom Martin, Executive Vice President /COO of Pod Pack International, LTD. www.podpack.com

Tip # 4 – Start using eco-friendly packaging for your roasted coffee.
With many Organic, Fair Trade coffee brands looking for the right solutions, ours is the only one recommended by the Environmental Biology Department of the University of Milan, Italy. It is Omnidegradable, in that it will compost in a backyard, and Biodegrade in any landfill, river, lake or ocean. 5 years of testing at Case Western University showed it will not harm plants, insects or soil. It leaves behind, Water, CO2, and a small amount of Organic Biomass; all beneficial to plant growth. It is the only Bio Film that will not break down on the store shelves or customers homes.

Submitted by Robert Pocius, President of TekPak Solutions,
www.tekpaksolutions.com

Also…

At PBi, we understand the challenge with packaging has been offering a true sustainable option that offers a barrier protection. Our Biotre film and stock Biotre side gusset bags will do just that. Made from 60% wood pulp that will biodegrade in about 90 days and the other 40%, by weight, is made up of a treated plastic that will biodegrade within 4–5 years, significantly less than standard plastics and barrier bags. Additionally, tins and compostable paper tin-tie bags make great reusable options for retail stores and often many retailers/roasters will offer a discount to customers for reusing the packaging.

Submitted by Kelle Vandenberg, Director of Marketing, PBi. www.pacificbag.com

Tip # 5 – Offer a compostable coffee cup to serve your next cup of coffee.
Compostable coffee cups perform the same way a conventional coffee cup does but with out any of the drawbacks. Compostable coffee cups eliminate the use of any petroleum based materials that are not sustainable, and in some instances can take up to 100 years to completely break down. Conventional coffee cups are non– recyclable, meaning they end up in our landfills, parks, and oceans. With Americans consuming over 20 billion coffee cups, can you imagine the impact that could make if cafés would switch to compostable cups that will fully break down in less than a year? Leave the old in the past, compostables are the future.
Submitted by Alonso Ortega, Sales Manager at Pacific Green Products, 
www.PacificGreenProducts.com

Also…

When we did our study for Carbon Trust certification, we found that despite what would seem to be a common sense answer to avoiding single use tableware, like using a ceramic mug and rewashing it, the carbon footprint of the mug was much higher in terms of carbon emissions. Once you calculate in how much energy is being consumed to first make the ceramic or steel mug at the factory, which is a very large amount; then the repeated washing with the requisite energy for water pumping, heating the water, cleaning the water; and the manufacturing of the soaps and the transport of them; the carbon emissions for a 100% pct biobased or bioresin compostable hot cup was much, much lower. It even surprised us.
Submitted by Buzz Chandler, President of Asean Corporation (Stalkmarket, Planet+ and Jaya brands), www.stalkmarketproducts.com

Tip # 6– Don’t settle with only the cup – offer a compostable lid to go with it!
Ask yourself, does it make sense to serve your customer a compostable hot beverage cup topped with a polystyrene lid? Avoid the petroleum altogether! Biodegradable Food Service offers an attractive kraft cup lined with a bio-based inner coating, capped with an equally attractive bamboo fiber lid, all of which comprises a 100% compostable drink package. We call it the Earth Cup.
Submitted by Kevin Duffy, CEO of Biodegradable Food Service, LLC, www.Earth-To-Go.com

Tip # 7 – Reduce power consumption and save money with a Green Line espresso machine.
Let’s face it, we all know you’re supposed to leave your espresso machine turned on, but what about your power bill? The first born of our Green Line, Plus 4 You, dramatically reduces power consumption with its standby and nighttime shutdown modes. The self-learning software can optimize the energy savings by powering down part of the machine during slow periods as well. Compared to a traditional espresso machine, the Plus 4 You grants energy savings from 30% to 47.6%.
Submitted by Courtney Baber, Sales & Marketing, Astoria/General Espresso Equipment, www.usa.astoria.com

Tip # 8 – Create your menus, gift cards, brochures, signage, and business cards out of recycled material.
As a highly visible and tactile product, Kona Paper offers many easy and simple ways for cafés to create more meaningful messages about the environment that really resonate with customers. Since the paper is made out of recycled coffee bean bag fiber, the mere mention of Kona Paper’s “story” as a tagline on a menu, table tent, gift card/gift cardholder or bag visibly demonstrates your café’s commitment to going green. More importantly, using Kona Paper positively repurposes a significant portion of the coffee industry’s waste stream in a fresh, new way.
Submitted by Greg Johnson,Sales & Marketing Vice President of Kona Paper, 
www.konapaper.com

Tip # 9 – Acquire the adequate icemaker to reduce utility consumption.
Use Chewblet® icemakers to reduce utility consumption. In addition to providing consumer-preferred ice, Chewblet icemakers will consume up to 25% less electricity and up to 40% less water compared to traditional cube-type icemakers, depending on the size of the machine. Upgrading, old inefficient icemakers to current standards is usually a good choice from a utility consumption perspective.
Submitted by Mike Rice, Senior Product Marketing Manager of Follett Corporation, 
www.follettice.com

Tip # 10 – Seek to make partnerships with producers and purchase green coffee from farms that support sustainable practices.
A green cup of coffee starts with the grower. Supporting farms that promote green agricultural practices, and paying farmers a better price for their coffee will not only have a beneficial effect on the environment, but on communities and families as well. The Doi Chaang Coffee Company has a unique partnership between the Akha hillside tribe of Doi Chang Village, located in the Chiang Rai Province of Northern Thailand, and a small Canadian group of coffee enthusiasts. The Thai farming family co-operative cultivate and process 100% Arabica, organic, single-origin coffee beans while the Canadian experts roast, market and distribute the coffee.
The coffee is cultivated in small family gardens with everyone committed to maintaining sustainable agriculture and having minimal impact on the natural habitat. Doi Chaang Coffee is labeled “Going Beyond Fair Trade” because the farmers are paid in excess of the price recommended by the Fair Trade Organization for their green beans. In addition, the Thai farmers have a 50% registered ownership in the Canadian company, Doi Chaang Coffee Company, which is funded 100% by the Canadian Group.
Submitted by John M. Darch, President and CEO of Doi Chaang Coffee Company, www.doichaangcoffee.com

Taking the necessary steps to “go green” will have positive effects not only on the environment, but on your profits as well. Inform your customers about your efforts on going green; you might be surprised by the positive response you get from the public. While this should not be your primary motivation on supporting the matter, it can be a beneficial side effect. People are always looking to support a cause, and going green is one that is widely recognized. By offering eco-friendly products and showing consumers your efforts, you will strengthen your customer loyalty and enlarge your clientele. Furthermore, engage your employees in you efforts to go green. Ask them for ways you can reduce waste, use resources more efficiently, and save money. Every company should constantly strive to improve not only their business practices but their community and environment as well. Make a difference, one green cup at a time.