CoffeeTalk

The ICO State of the Industry for 2008    16

By Nestor Osorio; President, The International Coffee Organization

Weathering the Economy            18

By Dub Hay; Senior Vice-President, Coffee and Global Procurement; Starbuck’s Coffee Company

It’s Not All Bad, Is It?      20

By Judith Ganes-Chase, Commodity Specialist and President of J. Ganes Consulting, LLC

Green Revolution at any price Sell Sustainability!           22

By Karen Cebreros, CEO, Elan Organic Coffees

The State of the Industry – SCAA              24

By Ric Rhinehart; Executive Director of the Specialty Coffee Association of America

State of CQI        20

By Ted Lingle; President of the Coffee Quality Institute

The NCA State of the Industry   22

By Robert Nelson; President, The National Coffee Association

Credit Crunch…Subprime…those buzzwords are              24

no longer strange to us.

By Alain Najar; Professor at Ecole hôtelière de Lausanne (EHL), Switzerland.

A Birds Eye View of the Financial Turmoil from the         28

Top of the Quality Pyramid

By Susie Spindler, Executive Director-The Alliance for Coffee Excellence, Inc.

Remembering the Fundamentals            30

By Rick Peyser

Looking at the hard data, 2008 views from Pacific Bag    32

By Mark Howley

Are We Really Recession Proof?              36

By Terry Davis; President, Ambex Roasters.

Integrating Sustainability: A Green Revolution for Coffee           40

By Tensie Whelan; Executive Director of the Rainforest Alliance

Fair Trade Certified™ and Our Times      44

By Paul Rice, CEO, TransFair USA

Production Automation for Coffee Roasters       46

By Karl Seidel, Cablevey

Making ‘compostable paper products’ work       48

in the real world - Finally a solution to the

increasing landfill crisis

Carrie Anderson; Managing Director of Carrie Cups

Online Community for Specialty Coffee               50

By Matt Milletto; Founder of BaristaExchange.com

State of the Industry: A Year End Report from the Fields              54

By Joan Nielsen

Are We Really Recession Proof?              58

By Terry Davis; President, Ambex Roasters.

A report on the International Women’s Coffee Alliance first      62          

International conference

By Launtia Taylor; Specialty Sales & Marketing Director for Probat Burns, Inc.

Organic Coffee 2009: Stirred, but not Shaken     66

By Sandra Marquardt, Coordinator, Organic Coffee Collaboration, a project of the Organic Trade

Association.

Table of Contents and Contributors

2- Welcome

4-How to use this document

8-Sponsor’s Index

10- The State of the Industry – 2008

By Donald N. Schoenholt

SCAA 2007 Lifetime Achievement Laureate

16- Report From the Executive

Director Desk at The SCAA

By Ric Rhinehart

18- CQI

By Ted Lingle

What has CQI accomplished in 2007 and what does 2008 promise for CQI?

20- Runnin’ with Dunkin’

By John Luther

22- Quality endures

By Ellen Jordan Reidy

24- Commodity Primer - Why it is imperative for Specialty Retailers to understand commodity markets ?

By Judith Ganes-Chase

26- Cup of Excellence® - 2007

By Susie Spindler

28- Los Meses Flacos

By Rick Peyser

30- Investing in the Future:

Coffee Kids and a Changing Industry

By Bill Fishbein, Founder of Coffee Kids

32- 11 years, 12,000 lives: Reflections on a decade with Grounds for Health

By Dan Cox, co- founder

34- Big year for TransFairUSA

By Paul Rice, CEO, TransFair USA

36- Organic Coffee Market Continues It’s Dramatic Growth

By Sandra Marquardt, President of On the Mark Public Relations.

37- State of the Industry – an equipment company’s view

By Ric Martin, Vice President, Espresso

38- Taking the Higher Road, Guatemala’s commitment to quality pays off

By Mr. Christian Rasch, President – Guatemalan National Coffee Association

39- The State of the Industry – a growers view

By Dr. Maria Ruiz

4 How to use this document

8 Sponsor’s Index

10 Editors Prologue

14 SCAA has lots to be proud of in its 25 year history

By Ted Lingle, Executive Director – Coffee Quality Institute

18 The National Coffee Association’s impact on the coffee world

By Robert Nelson, President - The National Coffee Association

22 Best Practices Versus an Asterisk

By Donald N. Schoenholt

26 A Commitment to Ethiopia

By Tracy Ging

30 Global Coffee Connections

By Phyllis Johnson, President, BD Imports

34 Marketing Meets Technology & Lives Happily Ever After

By Krista Reddington-Telios - Marketing Director, FETCO®

38 Conference Empowers Coffee Industry Affiliates to Help Landmine Victims

By Rebekah L. Fraser

Coffee-as-Cuisine by Linda Smithers

What’s in our future: The Case for Geographical Indications by Gabriel Silva

The trend of ‘Specialty’ quality by Kenneth Davids

‘Specialty’ coffee and QSR by Jon L. Luther

Roasters corporate social responsibility in the 21st Century by Rick Peyser

CQI Moving Forward by Ted R. Lingle

A history of quality; How to ensure quality coffee from soil to cup by Andrea Illy

CQI by Ellen Jordan Reidy

Balancing Customer and Coffee Producer Interests by Dub Hay

Allied Products in Specialty Coffee by Donald Harrell

Building quality from the ground up by Grace Mena

India, the Emerging Asian Powerhouse by Sunalini Menon

Future trends in coffee roasting by Shawn Contreras

Brand Building in International Markets by Peter Guyer

Africa-Dropping the Veil by Phyllis Johnson

The business of Organics by Karen Cebreros

 What is in store for 2007-BricksandMortar by Shaun Weston and David Stackhouse

The future is wired (or is it?) by Brian Van Lieshout

Specialty Coffee’s Place in the Future of Foodservice by Andrew Hetzel

Advances in brewing technology by Hy Bunn

State of the Industry Projections: Roasters-2007 by Terry Davis

Single Serving Coffee-The Real Scoop by Robert Melikian

Cup for Education by Karen Gordon

How the Coffee-Farming Family’s Pursuit of a Sustainable

Community Relates to Specialty Coffee’s Pursuit of a Sustainable Line of Supply by Bill Fishbein

The IWCA by Andi C. Trindle

The Growing Organic Coffee Market by Caren Wilcox

The Rainforest Alliance by Tensie Whelan

Café Feminino: The Silent Voice of Women by Gay Smith

State of the industry on Barista Competitions–No longer a Lungo by Sherri Johns

TransFair USA (Fair Trade) by Paul Rice

The State of Cup of Excellence® by Susie Spindler

Grounds for Health by August Burns