Tag Archive for: business

by Rocky Rhodes

How to Reconcile 3rd Wave Coffee and Pumpkin Spice Lattes

Categories: 2013, NovemberTags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , Author:

A Snob, as defined in Free Dictionary:

1. One who tends to patron­ize, rebuff, or ignore peo­ple regarded as social infe­ri­ors and imi­tate, admire, or seek asso­ci­a­tion with peo­ple regarded as social superiors.

2. One who affects an offen­sive air of self-satisfied supe­ri­or­ity in mat­ters of taste or intellect.

A 3rd wave cof­fee shop has made a com­mit­ment to cel­e­brat­ing the unique fla­vors in cof­fee and brings their pas­sion for the prod­uct to their cus­tomers. So a snobby barista in a 3rd Wave cof­fee shop that hand-crafts a sin­gle serve Chemex for you, and then looks down at you for not being as cool or pas­sion­ate as them, can drive a per­son insane. Snoppy busi­ness own­ers will encour­age the cre­ativ­ity of its employ­ees and embold­ens their egos by giv­ing them a bit of train­ing and con­vinc­ing them that they are “socially supe­rior” and should be “admired.”

The cus­tomers, unfa­mil­iar with this new breed of rude baris­tas, enables the behav­ior by pay­ing $5 for a brewed cup and assumes that some­one so full of them­selves MUST know what they are doing. This ends up doing a dis­ser­vice for the entire indus­try. An indus­try built on the idea that peo­ple should come together in a cof­fee­house to openly share ideas and be social with their neigh­bors is being undone by snobs in fedo­ras serv­ing up atti­tude and treat­ing the patron as infe­rior. Who would want to hang out there?

One can be reminded at times of the Seinfeld episode fea­tur­ing the “Soup Nazi.” It’s like a Coffee Snob yelling from behind the counter, “NO COFFEE FOR YOU!” Don’t you dare speak to the barista or ques­tion what they do!

Thank good­ness not all, or even most of the good cof­fee shops do this. But there are enough to tar­nish the indus­try. One of the best expe­ri­ences you can have is to be treated to a hand crafted cof­fee and then be engaged by the barista as to why this cof­fee is spe­cial and who grew it and what to look for in a taste profile.

There has been a dis­cus­sion now among cof­fee folk about whether or not fla­vor­ings should be allowed in 3rd wave shops. Some will say they com­pletely ruin the cof­fee. If the idea is to cel­e­brate cof­fee why would you want a Coconut ½ caf ½ decaf cap­puc­cino with nut­meg on top? Why indeed? Others argue that if you do not offer this, you are a cof­fee snob. The irony here is that the same cap­puc­cino drinker could well be a cof­fee snob as they look down on those that would not serve them what they want when they want it.

So let’s break this down and use a great hol­i­day favorite in our example:

A guy walks into a cof­fee bar and orders a “Double Pumpkin-Spice Latte.” Let’s find the snobs.

1)    The barista says, “We don’t serve that here cause it ruins the cof­fee!” SNOB or NOT SNOB?

2)    The cus­tomer says, “It’s the hol­i­days and I always get these. Why are you guys so stuck up that you won’t serve it to me?” SNOB or NOT SNOB?

3)    The owner over­hears the customer’––s ques­tion and answers, “Look, the farmer put a lot of sweat and effort to get us this cof­fee and we would never alter the fla­vor of his work with a sugar syrup. Would you put sugar in wine to make it sweeter?” SNOB or NOT SNOB?


Everyone above has a valid point. Everyone wants what they want for valid rea­sons. The prob­lem with snob­bery is that they only see what they want and don’t stop to con­sider the other per­son. Here is another way the above could have transpired:

A guy walks into a cof­fee bar and orders a “Double pumpkin-spice Latte.” He is greeted in the fol­low­ing way:

1)    The barista says, “Oh I’m sorry. I love Pumpkin Spice lattes around the hol­i­days as well. Our shop, how­ever, has taken a posi­tion that the cof­fee is so del­i­cate in its fla­vors that if we add fla­vor­ing we will stop cel­e­brat­ing the hard work that got it here. Can I get you a reg­u­lar latte instead?”

2)    The cus­tomer says, “Oh bum­mer. I was really look­ing for­ward to that. I under­stand your posi­tion so I guess I will have to go some­where else to get one.”

3)    The owner real­iz­ing he is los­ing a cus­tomer says, “Hang on a minute! I will make you a deal! Let us make you a latte. Our espresso blend is awe­some and we directly sourced the beans from Ethiopia, Honduras, and Brazil. We think it has a great fla­vor in a latte, and I would love for you to expe­ri­ence that. So please have a latte and take a few sips and see if we did our job okay. If you don’t like it, it is on the house! After that, if you wish, I have a bot­tle of Pumpkin Spice and would be happy to mix it in. We both win; I want you to expe­ri­ence our cre­ation and you want a pump­kin spice latte.”

Welcome to a snob free zone! It would be even a bet­ter solu­tion if the owner had stayed with his com­mit­ment to qual­ity and devel­oped his own sug­ary spicy con­coc­tion made from organic pump­kins and fair trade spices. He would be set­ting him­self apart from every­one else and enhanced the expe­ri­ence of fla­vor­ing in a coffee.

So the debate asks the wrong ques­tion. Instead of, “Should a 3rd wave cof­fee shop serve pump­kin spice lattes?” it should be, “How could a 3rd wave cof­fee shop stretch its pas­sion for cel­e­brat­ing cof­fee find a com­pli­men­tary way to add pump­kin spice with­out com­pro­mis­ing its val­ues for quality?”

Snobs stand on elit­ist prin­ci­ples. Good cof­fee peo­ple and smart busi­ness own­ers will find a way to sat­isfy the needs of their cus­tomers with­out aban­don­ing principles.

Use the cre­ativ­ity of your staff to develop prod­ucts and ser­vices the patrons have been ask­ing for. The baris­tas hear it every day from their cus­tomers and they should be involved in the process of find­ing solutions.

By the way, if you are read­ing this and think­ing, “This Rocky guy is full of crap!”… You are prob­a­bly a snob!

Rocky can be reached at as well as

Retailer/Roaster Profile

Categories: 2013, NovemberTags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , Author:

Hey every­body! Today we are feel­ing kind of groovy, so we landed in Salem, OR to chat with Molly Wilkes, the owner of Toadally Joe Coffee. It is a col­or­ful spot that has won the heart of their com­mu­nity not only because of their great cof­fee, but also their deli­cious treats. Here she is, to tell us a lit­tle bit of her story:

V. Can you tell us how this whole adven­ture started?
W. I used to serve tables at Olive Garden before this. I have been in fine din­ing for most of my adult life, but this is my first time as a busi­ness owner.
My grand­mother is a baker and bak­ing is some­thing that has been a part of my fam­ily his­tory; so, every­thing started years ago when I offered her to open up our own place. I always thought that it would be great to not just have baked good­ies, but to also have a cof­fee shop to go with it. And I always wanted a drive through and a cute clean lit­tle build­ing. It just hap­pened that I came upon a loca­tion and my dream just sort of took off from there.

V. What is your style as far as the prod­uct and the image you present to your com­mu­nity?
W. I care­fully choose the cof­fee that I carry. I inter­viewed local roast­ers and ended up decid­ing on what I thought was the best choice, which is Pacifica Coffee. It is all organic, so all cof­fee and espresso that we serve here is organic and fair trade. I really wanted it to be my thing because it matches what my grandma’s cook­ies are about– all organic.
For every­thing that I try to do, for the most part, I try to stick with a local com­pany. I also have a wall space avail­able for local artists who are wel­come to hang their art at no charge. I like to sup­port other people’s entre­pre­neur­ship as much as I can with the space that I have. We also hold fundrais­ers here to help local com­mu­ni­ties as much as we can. I like to help out in any way that I can.

V. How has your expe­ri­ence with cof­fee been so far?
W. I have been self-trained, but I feel like I have become a pretty good barista. I can’t dec­o­rate a latte yet or do some­thing super fancy, but taste is every­thing and our cof­fee is amaz­ing. I feel like I am doing a pretty good job and I also have a super fun menu that I have cre­ated myself. We do some­thing that we call our Toadally Favorites, and there are 33 items on our menu at the time. All of our drinks can be served in any way you like – hot, cold, blended, etc., and we do not charge a dif­fer­ent price for it.

V. What kind of cus­tomers does Toadally cater to?
W. We have a vari­ety of peo­ple. Our mas­cot is a horned toad in a tie-dyed shirt with some glasses. I thought that my mas­cot and the tie-dye sign would attract mostly younger crowd, but we do have older groups of peo­ple that like to come in and have tea. We do every­thing – iced tea, hot tea, green tea, macha tea. We have the best chai in town and we have a lot of peo­ple com­ing here for my chai. I think our cus­tomers really like the cof­fee and espresso that we carry and the fun menu. They can also cre­ate any­thing they want here with all the high qual­ity ingre­di­ents that we have.

V. How is the busi­ness been going so far?
W. Economy could be bet­ter, but it seems like it is pick­ing up. When I started here, I was mak­ing a quar­ter of what I am mak­ing now. This was a sim­ple cof­fee house before, they weren’t doing well and they went under. Once we took over we made many changes. I included the term café in our name because we serve food now, which is another thing that brings more peo­ple in the door. We serve break­fast in the morn­ing and lunch with amaz­ing sal­ads and fresh organic sand­wiches. Not long ago I started mak­ing a salmon burger, which is pick­ing up in pop­u­lar­ity. As far as pro­mot­ing, I am kind of old-fashioned and Facebook is some­thing that I am still try­ing to fig­ure out.
We also do some­thing for the kids. If you are under 12 years old, you can pick any­thing you want off the drink menu for $1.50 with the pur­chase of the adult bev­er­age, of course with the child being present.

V. What advice could you give to future busi­ness own­ers?
W. Be patient when you start a busi­ness because it takes time to be dis­cov­ered. Never give up and put a lot of thought into the prod­ucts that you carry. Price isn’t every­thing. It makes a big dif­fer­ence to your guests if you carry the high­est qual­ity of ingre­di­ents that sets you apart from your com­pe­ti­tion. I have made sure to be very accom­mo­dat­ing to my guests. When peo­ple come through the door and ask for some­thing that I don’t have, I try to incor­po­rate it; so that way the next time they come back it will be here.

Toadally Joe Café

1120 Royvonne Ave SE
Salem, OR 97302
(503) 584‑1725
Molly Wilks

What Happened to Our scaa and Appreciation? Part 2

Categories: 2013, NovemberTags: , , , , , , , , , , , , , , , , , , , , , , , , , Author:

Clearly last month’s col­umn has struck a nerve in our indus­try. In fact, the first indi­ca­tion was when the num­ber of Facebook “Likes” on this edi­to­r­ial out­num­bered the num­ber of cur­rent SCAA Members before the issue was even dis­trib­uted in print. Then the com­ments, calls, and emails started to pour in. Here are just a few…

  • Bravo for tak­ing the stand with SCAA to let them know how under appre­ci­ated we, the firms that have con­sis­tently paid dues and been trade show sup­port­ers are.  We have exhib­ited con­sis­tently, with­out miss­ing a show since 1988.  We’ve always taken 2–4 booths.  I can’t remem­ber any­one from the orga­ni­za­tion stop­ping by to even feign inter­est.  I have spo­ken in many ses­sions a fea­tured speaker and served on pan­els, yet the pat­tern of the organization’s sup­port­ers get­ting benign neglect is consistent.
  • I had to thank you for your October 2013 The View regard­ing the SCAA. Over the years I have been a sup­porter of the SCAA but I too feel that it has been off of the rails for a few years. I have been a vol­un­teer pre­sen­ter sev­eral times and have vol­un­teered in other ways. Two or three years ago I attempted to have a con­ver­sa­tion with the man­age­ment of SCAA regard­ing two spe­cific things, the joke that is called elec­tions and the chaos that is the vol­un­teer sup­port within the SCAA. After being blown off and spo­ken down to I gave up. It seems that the only options are to sup­port other cof­fee and related busi­ness groups or cre­ate a new one.
  • I hear those sen­ti­ments all too often. I, too, would love to get involved in a com­mit­tee again, but no one from SCAA will even acknowl­edge me. Even when I helped with the first two Symposium’s there was no thank you for the work – or fol­low up, or any­thing – Just a pompous atti­tude of we don’t need your help any longer (although they never said those words, their actions spoke for them). It’s a shame – it’s an insider’s club, and if they don’t want you in it, then for­get about it (to your point of being ‘invited’) I used to hear all about the call for com­mit­tee mem­bers – and yes, the board nom­i­nees are basi­cally future board mem­bers – all groomed to walk the walk and talk the insider SCAA talk.
  • I want to applaud you on the arti­cle that you wrote about the SCAA. I have to con­cur with you 100%. Being a long time mem­ber and exhibitor for that mat­ter, I feel that I have the cred­i­bil­ity to com­mend you on a well-written “rant.”
  • As I was read­ing the let­ter to the SCAA I went between think­ing it was I who was writ­ing it and becom­ing incensed. With some slight dif­fer­ences in details my expe­ri­ence over the last year plus has been the same: over 12 years serv­ing on a sub­com­mit­tee and not hav­ing the com­mon cour­tesy, man­ners, pro­fes­sion­al­ism nor appre­ci­a­tion to tell me there is no more need nor want of my vol­un­teer time. Over 12 years of time, money, effort and an evening before each class I was to teach of worry that the class I am giv­ing will go off well. A PAID class!! My vol­un­teer, unpaid time– all for the ben­e­fit of the SCAA! I won­dered if I was the only one. I won­dered if I was being petty. I won­dered if I should show more pro­fes­sion­al­ism. Well, there are many oth­ers like me. I will truly recon­sider where I spend my company’s dol­lars. Next year will the begin­ning of mak­ing the con­fer­ence a lower pri­or­ity. Many other areas I can put those lim­ited dol­lars if it is not as needed nor appre­ci­ated by the SCAA.
  • There are a few gems on the staff and vol­un­teer base of the SCAA that would lis­ten to me and agree. But NO ONE from a higher level of the SCAA staff or vol­un­teer base ever reached out.
  • It is about time they get a wake up call as to what they stand for and what is their respon­si­bil­ity to US, their membership.
  • Thank you for being the brave pio­neers to put this out there. I know for a fact that there are many more that feel the way we do.
  • I am an old timer around SCAA and I agree with many of your points, includ­ing the ben­e­fits and cer­tain indi­vid­u­als of SCAA. My expe­ri­ence and per­cep­tion is the SCAA has an elit­ist atti­tude that includes a lot of exclu­sion. If you don’t look the look and talk the talk you are dis­missed. The whole milieu smacks of an intel­lec­tual and cul­tural hubris, as opposed to hum­ble and help­ful ser­vice. I have made my per­cep­tions clear at a few SCAA: they lose good hard work­ing spe­cialty cof­fee com­pa­nies all over the coun­try because of this atti­tude. I hear it all the time from our cus­tomers. Nonetheless, we con­tinue to par­tic­i­pate in the hope we can cre­ate some change, but it ain’t easy.
  • I sup­pose I’d be hop­ing too much that some­one from the SCAA actu­ally said “Hey, you said some poignant things, let’s talk about it.”?

This last state­ment is a great ques­tion! In response I have sent emails with the hopes of start­ing a dia­log directly to SCAA:

  •  “My goal is truly to help the SCAA become a bet­ter and more respon­sive orga­ni­za­tion that sup­ports its mem­bers. We have had so much response to the edi­to­r­ial that it is very clear the issue should be dis­cussed. Would you like to talk?”

No word as of yet. However, the hope is still there! So here is one final quote from another member…

  • It’s never too late SCAA!!

What Happened to Our scaa and Appreciation — The View

Categories: 2013, OctoberTags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , Author:

Back in the early 1990’s, when I was much younger and extremely naïve, I was on the out­side of the SCAA look­ing in. I had heard some good things, but my per­sonal expe­ri­ence was that there was a lack of respect and car­ing. What did I do? Being a young, feisty new pub­lisher, I wrote an arti­cle about the orga­ni­za­tion express­ing my concerns.

Well that started my jour­ney into the inside of the asso­ci­a­tion. The result of my “rant” was being invited to the SCAA com­mit­tee meet­ings in Minneapolis, MN and get­ting to see first hand the pas­sion of the vol­un­teers. Then, as well as now, it is the vol­un­teers who are the heart and soul of this orga­ni­za­tion. It was an amaz­ing eye opener and I was sold. I became a ded­i­cated vol­un­teer next 15 years serv­ing on, co-chairing, and chair­ing committees.

Unfortunately, pol­i­tics hap­pen. Changes in lead­er­ship, changes in atti­tude hap­pen. Being a vol­un­teer is a tricky thing with the SCAA. One day you are on a com­mit­tee, or even co-chairing the com­mit­tee, and the next, you find out your com­mit­tee no longer exists and you are not invited to the annual meet­ings. Yes, you must be “invited”, or you are sim­ply not wel­come to attend. It doesn’t mat­ter if you have already pur­chased your non-refundable plane ticket, your name is “not on the list”, and you sim­ply are not invited. I know of at least three of us “old timers” who have expe­ri­enced this very thing, and I assume there are more of us out there.

Okay, I really do under­stand there comes a time to make way for the next gen­er­a­tion. New vol­un­teers who want to give back to the indus­try. New mem­bers who sim­ply want to become “involved.” Unfortunately, it appears that some things never change. Just this sum­mer, a brand new mem­ber of SCAA and Roasters Guild was excited about the oppor­tu­nity to vol­un­teer after I had encour­aged her to “get involved.” It went some­thing like this….

  • Call the SCAA and let them know you want to help! (She did, no response.)
  • I called the SCAA and let them know of this member’s desire. This mem­ber has a par­tic­u­lar set of skills and back­ground to be truly use­ful in the upcom­ing Seattle Events. I asked if some­one could call her, as she had no response from her first attempt to vol­un­teer. I was promised this would happen.
  • She was tele­phoned and told that no such com­mit­tee exists. She was not offered any sug­ges­tion for how she could become involved. She didn’t men­tion this to any­one, think­ing this is just how the orga­ni­za­tion is. I found out weeks later about this and was embar­rassed that she had been treated in such a way. I made another call to the SCAA staff mem­ber, again ask­ing she be invited to vol­un­teer (you know… give her time and money to help the asso­ci­a­tion). Result: one voice­mail and zero follow-ups again.
  • Finally, while I was at the com­mit­tee meet­ings this last week­end, I was able to find a staff mem­ber who actu­ally did appear to care about mem­bers and even appre­ci­ate the offer of help. Dorit, you rock! The end result, I believe she will now be allowed to vol­un­teer. Success! I promised her that once she was actu­ally involved, she would see the pas­sion of the vol­un­teers and it would be a reward­ing experience.

So how did I end up being invited back to a com­mit­tee? The same way I was invited to my first com­mit­tee expe­ri­ence back in 1995. I sent “rant” out into the SCAA uni­verse, but this time only as an email cc’ing the SCAA Board and Roasters Guild Council. It seems the only way to “help” the SCAA is to make a pub­lic com­plaint. I could go on for awhile with this topic, but thank­fully for all of you, our space is lim­ited. However, given my con­tact with so many mem­bers with this cen­tral theme of lack of appre­ci­a­tion and more, I would encour­age the SCAA lead­er­ship to explore this appre­ci­a­tion topic in greater depth.

Questions I would love to see addressed by the lead­er­ship of the SCAA:

Why is it so hard to vol­un­teer and what hap­pened to com­mon cour­tesy?
Here is a quote from another Old Timer I spoke with just yes­ter­day, “I was a com­mit­tee chair. I called the SCAA office… to find out when their plan­ning ses­sion was and I talked to a staff mem­ber. He said… oh, um, well it’s com­ing up on such and such but you are not on a com­mit­tee. I said oh really, I am on that com­mit­tee. He said no, we dis­banded that com­mit­tee. No notice, noth­ing. We worked our butts off on that com­mit­tee. Why would they get rid of the com­mit­tee and not notify the sit­ting members?”

As told to a cur­rent mem­ber think­ing about run­ning for the board by a cur­rent board mem­ber in the last 30 days: “If you think that get­ting on the board of direc­tors is a demo­c­ra­tic process that is elected by the mem­bers, you are wrong. The can­di­dates that run ARE the can­di­dates that are going to get elected.”

When was the last time the SCAA appre­ci­ated its Exhibitors… those com­pa­nies that account for the largest per­cent­age of your income?
Here is a com­ment from a for­mer exhibitor, “Not only were we an exhibitor,we were also a dues pay­ing, card car­ry­ing mem­ber of the SCAA. The cal­lous and cav­a­lier atti­tude of the SCAA staff forced us to decide never exhibit again with SCAA, nor con­tinue our allied mem­ber­ship. And this was after being a mem­ber and exhibitor for sev­eral years.”

A for­mer poten­tial exhibitor told us, “We have cho­sen not to join the SCAA because you would expect lead­er­ship in the indus­try. After sev­eral attempts, we were not able to find out within even a 10 per­cent mar­gin of error how many cof­fee shops there are in the USA. If any­one should know, it should be them. If they won’t pro­vide the lead­er­ship, we should. We will not be joining.”

How about this com­ment,“We have exhib­ited at many of the related Coffee and Food Service shows (not only the SCAA event) over the years, where the SCAA has had a booth exhibit­ing what they do, mem­ber­ship ben­e­fits and that sort of thing.  Not once, in all those years, despite our post­ing a printed place card show­ing our mem­ber­ship, did any­one from SCAA stop by the booth to just say hello, or ask if there was any­thing they could do for us, or just show their thanks for the sup­port­ing mem­ber­ship etc. Nothing.”

And this com­ment, “We have felt for a few years now that the orga­ni­za­tion really did not care too much about the exhibitors, despite exhibitors being the lifeblood of any tradeshow/convention. And now they want pay­ment two years in advance!!! No way. I run a busi­ness, I have my own bills to pay, salaries to pay etc. They think I am going to tie up money two years in advance to be a sim­ple exhibitor? Nope, not going to hap­pen here. NO show is that good!”

A past exhibitor shares their story: “Last year, our com­pany suf­fered a ter­ri­ble period of time where due to ill­ness and an acci­dent, our trade show staff was just dec­i­mated. We had to can­cel our show par­tic­i­pa­tion just prior to the can­cel­la­tion dead­line, as we were just not in a posi­tion to ade­quately staff our nor­mal booth. We sent in all the required paper­work etc., in the man­ner required etc. We never got a con­fir­ma­tion, or any reply back that the paper­work and can­cel­la­tion request was received, accepted, or any­thing for that mat­ter. The only way we were able to con­firm it, was that on the show floor plan lay­out, our booth had been reas­signed. But noth­ing sent to us con­firm­ing etc.  We had to con­tact repeat­edly to get any response. On top of that, the refund never came, and we were told we had to con­tact some­one else in account­ing in their office!And then the per­son we con­tacted, shuf­fled it off on some­one else. Incredible. We were already deal­ing with major has­sles due to the ill­ness and acci­dent recov­ery of our staff, and these clowns couldn’t even acknowl­edge a can­cel­la­tion as per their own require­ments, and they were too lazy to walk the paper­work across their own office.”

A mem­ber com­ments, “I belong to two other asso­ci­a­tions. When I need their help I can find staff more than will­ing to help. They make me feel like they are work­ing for me, what a great feel­ing right? When I call the SCAA, I feel like I have reached the wrong num­ber. As a “First Responder,” I gave to them even when it was hard for us to do so. But to give was what I felt was the right thing to do. Does any­one even know what a “First Responder” is any­more and what they did to save the SCAA? Why do I feel like I need to watch my back when I attend ‘The Event’?”

I think it is high time the asso­ci­a­tion lead­er­ship under­stands that SCAA’s “The Event” is NOT the only option out there. In fact, one for­mer exhibitor states, “I have exhib­ited as a Roaster in my own home town and it gen­er­ated lit­tle results. My impres­sion is the attendee at the SCAA show is the roaster and the attendee for Coffee Fest is the retailer. It just makes more sense to exhibit at Coffee Fest if you sell to retailers.”

SCAA: It is time to respect and appre­ci­ate your exhibitors, or lose them to another show.

And this par­tic­u­lar com­ment is very telling. Imagine how this cur­rent exhibitor must feel to have this response to my ques­tion of their opin­ion of the SCAA staff: “I can’t really go there. It’s a pretty bru­tal orga­ni­za­tion. Been there and learned that impetu­ous actions with folks like them bite you back. Next thing you know you’re in a booth between the bath­rooms and the food concession.”

Favoritism… Are you treat­ing your mem­bers equally and fairly?
Is it really okay give all of the expo­sure and/or oppor­tu­nity to one par­tic­u­lar mem­ber of the com­pany when there are 5 or 6, or more that are in the exact same cat­e­gory and can pro­vide the exact same ser­vice? Since when does the SCAA staff get to say, “We like that rela­tion­ship. We don’t have any record of how it hap­pened, but we like it and will not but out a bid or RFP, or even bring it up with the board. It is our deci­sion.” Even when asked about the oppor­tu­nity for the orga­ni­za­tion to review if this is the best fis­cal choice to be made for the SCAA Budget. This empow­ered atti­tude of “we will do what we please and there is noth­ing you can do about it” is a recipe for dis­as­ter and can only be fixed if the atti­tude changes from the top down.

SCAA Mission / Strategic Plan… when did it become all about the money?
I found the fol­low­ing on the SCAA web­site: “It’s impor­tant to remem­ber that SCAA is a non-profit, which exists solely for the ben­e­fit of its mem­bers.” And yet, at every turn what I actu­ally hear about is bring me the money. The cur­rent strate­gic plan pre­sented by the SCAA President of the Board had the fol­low­ing three top objec­tives: increase rev­enue, diver­sify income, and increase net assets. Sorry, but where was the focus on actu­ally ben­e­fit­ing mem­bers? I really do under­stand that the asso­ci­a­tion, or any orga­ni­za­tion, must be fis­cally respon­si­ble to be able to con­tinue to serve its mis­sion. However, with­out a focus from the top down on appre­ci­a­tion, the deci­sions seem to have become, how can the SCAA make money, not focus on its mem­bers. To me, this is very short-term think­ing. Without mem­bers, there is NO SCAA.

And as long as I seem to be on a once every 20-year rant, when did it become okay for a trade asso­ci­a­tion whose mis­sion is to ben­e­fit its mem­bers, to become com­pe­ti­tion to their own mem­ber­ship. It seems like more and more I am see­ing SCAA sell­ing things their mem­ber com­pa­nies used to sell. Again, it goes back to the atti­tude… If they exist to make money (funny for a non-profit?), that this makes sense. What was the strate­gic plan focus on again this year: increase rev­enue? What about increas­ing rev­enue for their members?

It would be easy to think, “oh the heck with them!” But then I expe­ri­ence a few staff mem­bers that actu­ally DO care. And I hear them speak directly about mem­ber value. Ildi Revi, just pre­sented an amaz­ing IDP class in Seattle, WA and her com­mit­ment to mem­bers is some­thing to be applauded. The resources of the SCAA are truly amaz­ing. Or rather, they can be, if you know how to find them and ask the cor­rect peo­ple. So no, it is not time to throw out the baby with the bath water. But rather, maybe it is time for lead­er­ship to exam­ine their atti­tudes so that the entire orga­ni­za­tion can be more like those few indi­vid­u­als that are ded­i­cated to ben­e­fit­ing membership.

And back to the begin­ning: Appreciation
Appreciation… CoffeeTalk truly appre­ci­ates all of the amaz­ing work being done in this indus­try to give back. This is pre­cisely why we began ded­i­cat­ing our July issue each year com­pletely to Making A Difference years ago. It is impor­tant to give back. Whether it is your organization’s mem­bers, groups within the com­mu­nity, and/or those in need.

The Making a Difference issue as you may know, high­lights the var­i­ous non­profit orga­ni­za­tions around the world striv­ing to make a dif­fer­ence in the cof­fee com­mu­nity. These orga­ni­za­tions put their own needs aside, and they help oth­ers first with­out expect­ing to receive some­thing in return. Each non­profit orga­ni­za­tion fea­tured in this issue sub­mit­ted a full-page story. This enabled them to not only spread the word about their cause, but it allowed read­ers and mem­bers of the com­mu­nity to join them in their mis­sion and help make a difference.

We are proud to announce the win­ner of our 2013 July Making a Difference view/click con­test and the recip­i­ent of a $1,000 per­sonal dona­tion for their cause from CoffeeTalk own­ers Kerri & Miles: Pueblo a Pueblo: Maternal Child Health and Education. This pro­gram is designed to reduce the excep­tion­ally high mater­nal and infant mor­tal­ity rates among the T’zutujil Maya in Santiago Atitlan region. MCH cre­ates a con­sis­tent, one-to-one part­ner­ship between inter­na­tional spon­sors and Guatemalan fam­i­lies, giv­ing moth­ers and their chil­dren cru­cial med­ical and edu­ca­tion sup­port.
You can check out these sto­ries, as well as the sev­eral oth­ers fea­tured in this year’s issue online in the back issues sec­tion of the website.

It is when a small spark is lit that a fire of change can spread. Please, be inspired and make a difference.

Kerri & Miles

It’s All About the Technology

Categories: 2013, OctoberTags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , Author:

Tech­nol­ogy has become an essen­tial part of our day-to-day lives. The inter­net has been made acces­si­ble just about every­where we turn. Airports, work facil­i­ties, uni­ver­si­ties, cof­fee shops, and some­times you can even sync up on the street.

Whether you have an iPhone, a Blackberry, or the Galaxy, our smart­phones allow us to gain access to just about every aspect of our lives – bank accounts, social media, and even var­i­ous forms of enter­tain­ment. I mean, let’s be hon­est – every­one feels a lit­tle lost with­out his or her smart phone.

This attach­ment is the same for the cof­fee indus­try. New prod­ucts, soft­ware, and tech­nolo­gies are con­stantly being invented. Technology eases the strug­gles of seem­ingly mean­ing­less, but nec­es­sary, tasks. It allows us to do things more effi­ciently and more effec­tively, usu­ally in lit­tle time. We have become so depen­dent on tech­nol­ogy that we are con­stantly look­ing for ways to improve cur­rent models.

Here is the scoop on the lat­est tech­nolo­gies within the cof­fee industry…

Diedrich Roaster Technology
Diedrich Manufacturing and Diedrich roast­ers uti­lize infrared burner tech­nol­ogy that offers effi­ciency in design and func­tion with greater con­trol­la­bil­ity dur­ing the roast­ing process. The infrared burn­ers, com­bined with cost-effective heat exchang­ers, pro­vide ther­mally sta­ble and extremely clean, hot air as the roast­ing medium.

The more com­mon atmos­pheric or blue flame burn­ers pri­mar­ily pro­duce hot, dirty air in the roast­ing process. In atmos­pheric burn­ers the blue flames are adjusted up and down cre­at­ing incon­sis­tent heat and greater tem­per­a­ture fluc­tu­a­tions. These fluc­tu­a­tions result in incon­sis­tent cof­fee profiles.

The infrared tech­nol­ogy in Diedrich roast­ers pro­vides the abil­ity to con­trol the roast­ing medium through con­duc­tive and con­vec­tive heat cre­at­ing con­sis­tent cup qual­ity, and increased “sig­na­ture” coffees.

The ben­e­fits of Diedrich Infra-red tech­nol­ogy are:
1)     The neg­a­tive effects of con­t­a­m­i­nated burner gases are min­i­mized.
2)     Heat exchang­ers pro­vide clean, hot air to ensure sta­ble tem­per­a­tures.
3)     The Diedrich roast­ing drum is an excel­lent con­duc­tor for trans­fer­ring heat into the coffee.

Every Diedrich roaster is a hand­crafted, indus­trial work-of-art blend­ing state-of-the-art tech­nol­ogy with inno­v­a­tive engi­neer­ing concepts.

Coffee Shop Manager
Coffee Shop Manager is an inno­v­a­tive point of sale soft­ware solu­tion that helps spe­cialty cof­fee retail­ers man­age their entire busi­ness– from inven­tory con­trol to mar­ket­ing. Designed specif­i­cally for the cof­fee indus­try, by ded­i­cated cof­fee pro­fes­sion­als, Coffee Shop Manager offers retail­ers a sys­tem to make order tak­ing quicker and eas­ier with con­ver­sa­tional order­ing, cus­tomiz­able menus, and line-busting self-serve order­ing kiosks.

Coffee Shop Manager empow­ers store own­ers and man­agers to make informed busi­ness deci­sions and stream­line man­age­ment with built-in inven­tory and employee time clock func­tion­al­ity.  With Coffee Shop Manager, Granbury Restaurant Solutions brings the cof­fee indus­try a com­pletely inte­grated and auto­mated loy­alty mar­ket­ing tool, allow­ing local busi­nesses to com­pete with com­pa­nies that mar­ket on a national level.

The auto­mated loy­alty mar­ket­ing tech­nol­ogy in Coffee Shop Manager enables busi­ness own­ers to strengthen their rela­tion­ships with their cus­tomers and build a com­mu­nity through per­son­al­ized email and text mes­sage marketing.

Coffee Shop Manager works on tra­di­tional point of sale sys­tems, tablets, and even smart­phone order­ing to pro­vide busi­nesses with flex­i­ble, easy-to-use ways to take an order, wher­ever the cus­tomer might be located.

Behmor, Inc.- The Brazen Home Coffee Brewer
The Brazen Home Coffee Brewer uses a new and inno­v­a­tive tech­nol­ogy that has not pre­vi­ously been used in a home cof­fee brewer. The tech­nol­ogy includes an excit­ing, patent-pending fea­ture that allows for onboard tem­per­a­ture cal­i­bra­tions with alti­tude cor­rec­tion for greater brew­ing accu­racy. The brewer, also offers adjustable set­tings for pre­soak, brew time, and temperature.

Their new tech­nol­ogy is the first of its kind to offer accu­rate tem­per­a­ture con­trol at all alti­tudes in a home cof­fee brewer. It is also the first con­sumer brewer with a pre-soak capa­bil­ity that emu­lates man­ual pour-over sys­tems. Once the Brazen is pro­grammed with spec­i­fied alti­tude, water tem­per­a­ture, and pre-soak set­tings, the brewer auto­mat­i­cally uses mod­ern elec­tron­ics to store the sys­tem set­tings to an on-board mem­ory and pro­duce a cup of coffee.

The Brazen allows con­sumers to tai­lor the cof­fee expe­ri­ence with their own cus­tomized set­tings based on the vari­ety and roast level of the cof­fee.  These options avail­able have never been offered in a home brewer and emu­late the cof­fee house expe­ri­ence for the per­fect cup of cof­fee at home!

NEO by Manitowoc Ice
Manitowoc’s NEO™ is the first under-counter ice machine to offer oper­a­tors feed­back, vital per­for­mance, and oper­a­tional infor­ma­tion at a glance.  Universally rec­og­niz­able dis­play icons and but­tons accom­mo­date mul­ti­ple dif­fer­ent lan­guages.  These icons are located on the front of the machine and are illu­mi­nated by long-life LED indi­ca­tor lights.  Indicators include:  power, delay, clean­ing, bin full, and ser­vice. The key­pad place­ment is ideal for view­ing and easy actu­a­tion – no bend­ing required.

NEO™ offers up to 33 pounds more of ice pro­duc­tion within the same foot­print of their exist­ing mod­els over a 24-hour period.  Extra ice pro­duc­tion helps oper­a­tors cover spikes in demand through­out the day.  NEO™ out­per­forms in energy con­ser­va­tion too. All of the NEO™ air-cooled mod­els meet or exceed ENERGY STAR V2.0 qual­i­fi­ca­tions. That rep­re­sents a 100 per­cent increase over Manitowoc’s exist­ing under-counter offer­ing.  With 10 per­cent less energy con­sump­tion and 22 per­cent less water usage, it adds up over time, which is money that can be put back into an own­ers’ business.

NEO™ means new, but not the kind of new that becomes old. It’s a new stan­dard, a new class, a new approach, and a new way for you to think about ice. By pro­vid­ing new lev­els in per­for­mance, intel­li­gence, and con­ve­nience, NEO™ offers an all-in-one solu­tion to your under-counter ice cube needs.

Loring Smart Roast, Inc.-Flavor-Lock Roast Process™
By cre­at­ing a tightly con­trolled atmos­phere in the roast cham­ber for baro­met­ric pres­sure, tem­per­a­ture, and humid­ity, and by using advanced dig­i­tal con­trols that can be read on the dis­play, or remotely on iPads and smart phones, roast­mas­ters now have greatly improved con­trol of every roast, and can cap­ture a roast pro­file that accu­rately repeats each time.

The data from the roast that is avail­able through the com­puter con­trol sys­tem allow roast­mas­ters to make sub­tle adjust­ments to the roast­ing envi­ron­ment in real time. For exam­ple, it’s pos­si­ble to increase or decrease the tem­per­a­ture within the roast cham­ber almost instan­ta­neously by chang­ing the burner in one per­cent incre­ments. No other roaster gives you this level of fine con­trol over the roast­ing envi­ron­ment, or the abil­ity to fully develop the sub­tle fla­vors in your beans. People crave bet­ter cof­fees, and the supe­rior fla­vor of cof­fee roasted in a Loring deliv­ers the cleaner, brighter cup.

Loring Roasters offer the ease of local or remote com­mu­ni­ca­tion for con­trol of the roast and access­ing reports. A roast­mas­ter can enjoy the free­dom to step away from the roaster yet stay in con­tact and con­trol with 6-second updates in real-time and the abil­ity to oper­ate the roaster from a smart­phone, com­puter, or iPad.

JavaSuits are the newest, eas­i­est, and most cost-effective way to extend the life of your cof­fee Air-Pots. The JavaSuit is the most sim­ple way to extend the use­ful life of your Air-Pot.  JavaSuits will pro­tect and enhance Air-Pots whether they are brand new or well used.  They can even make a ‘well used’ Air-Pot look­ing like new.

JavaSuits extend the usable life­time of your equip­ment, reduce replace­ment costs, and add a bit of pizazz to your pre­sen­ta­tion. The JavaSuit is envi­ron­men­tally friendly and it can make an impres­sion on guests while simul­ta­ne­ously sav­ing the user money.

With JavaSuits, you can have a good-looking Air-Pot while sav­ing money. It is a win-win!

Scolari Engineering S.p.A.- Coffee Roasting and Grinding Technology
This technology’s impact is a more over­all con­sis­tent cup. They spe­cial­ize in qual­ity roast­ing and their roast­ers are gen­er­ally bought by peo­ple inter­ested in deliv­er­ing a qual­ity cup. Once the qual­ity roast is iden­ti­fied, the roaster can do a fan­tas­tic job of repeat­ing it batch after batch. Being the first com­mer­cial roaster to fol­low a com­put­er­ized pro­file, they had decades of devel­op­ment in their soft­ware; which, not only cares for the roast­ing process, but they watched machine para­me­ters to see if the roaster is work­ing will or try to explain its fault.

While their roaster can roast man­u­ally, no one who has their con­trols ignores them, once they are made avail­able. Much of the same can be said about their grinders. They can add vari­ance in par­ti­cle shape, as well as size and adjust­ment in the amount of ‘dust’ with­out inter­fer­ing with the mid­point of the distribution.

The enjoy­ment of a great cup of cof­fee is a won­der­ful impact on soci­ety.  Consistency in the cup with no dis­ap­point­ments is a goal for all roast­ers.  While the cof­fee beans may be a com­mod­ity, adjust­ing for their dif­fer­ences lot-to-lot and tak­ing out vari­ances in the process are key steps in main­tain­ing this con­sis­tency, while rais­ing the over­all qual­ity level.

Not only does Scolari work hard to have the high­est cur­rent tech­nol­ogy, but oppor­tu­nity exists to peri­od­i­cally upgrade the roast­ers, as their devel­op­ment is ongoing.

Bloomfield World Wide– E-MAX Brewing System
With a menu-driven, easy-to-read dis­play, you can pro­gram and mon­i­tor any and all aspects of the brew­ing cycle includ­ing: Four vol­ume or recipe set­tings; tem­per­a­ture con­trol: E-Max main­tains the water tem­per­a­ture within 1 degree; patented spray head design will bathe the cof­fee bed in a shower of hot water for the utmost in fla­vor; pre– infu­sion and Pulse brew; you can mon­i­tor total brew cycles, brew counts on a 7-day rota­tion; water vol­ume processed: It alerts you when your water fil­ters need to be changed; brew time, includ­ing drip out time, will also be shown.

You can save on power and pre­vent floods with this brew­ing sys­tem. Service tech­ni­cians have found their E-Max brewer com­po­nents are eas­ily acces­si­ble and can be ser­viced or replaced in min­utes. The unique sole­noid valve com­bines the inlet water sys­tem and flow con­trol, sim­pli­fy­ing instal­la­tion and ser­vice. Plus, the E-Max has self-diagnostic fea­tures that will shut down the brewer and imme­di­ately show a diag­nos­tic mes­sage on the dis­play to assist the tech­ni­cian to take quick cor­rec­tive action.

The E-Max Test Program will turn on each of the valves and heat­ing ele­ments indi­vid­u­ally, as well as mon­i­tor the read­ings on the liq­uid level sen­sor, the tem­per­a­ture probe, lights, and key­pad. This allows you to iso­late and check key com­po­nents, tak­ing the guess­work out of service.

The Curtis Thermal FreshTrac™
The key to a well-executed cof­fee pro­gram is serv­ing con­sis­tently hot and fresh cof­fee every time. Monitoring the hold­ing time and amount of cof­fee in the dis­penser is cru­cial to fresh­ness and cof­fee. The Curtis Thermal FreshTrac™ is a sim­ple, – active not pas­sive – LCD visual sys­tem that com­mu­ni­cates time and vol­ume at a glance even from across the room. The sys­tem is acti­vated the moment the cof­fee is brewed into a dis­penser to keep suc­cess­ful cof­fee pro­grams on track.

Thermal FreshTrac™ couldn’t be easier—even for the busiest oper­a­tion.  Through high-tech sen­sors, the sys­tem is acti­vated and vol­ume mea­sured the moment cof­fee starts flow­ing into the dis­penser.  LCD vol­ume bars elim­i­nate guess­ing how much cof­fee is left.  A dig­i­tal numer­i­cal timer counts up or down to show how long the brew has been on the burner.  Plus, an array of sta­tic and flash­ing green and red lights help servers track cof­fee fresh­ness and vol­ume at a glance.

The result is that oper­a­tors can eas­ily see when it’s time to brew new cof­fee, or more cof­fee, and keep cus­tomers happy and com­ing back again.

Technology is essen­tial to mak­ing our day-to-day rou­tines eas­ier. It pro­vides us with high qual­ity soft­ware, instru­ments, and prod­ucts that are key to run­ning cof­fee oper­a­tions smoothly and effectively.

The One-Day Business Plan

Categories: 2013, OctoberTags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , Author:

Putting off writ­ing your busi­ness plan just delays the day you can open your own cof­fee busi­ness. If you’ve done your home­work and fol­low some basic guide­lines, writ­ing a busi­ness plan is not that dif­fi­cult. In fact, you can put together a rough draft in a sin­gle day.  Here’s how!

Get Organized. Before you sit down to write your busi­ness plan, you need to assem­ble back­ground infor­ma­tion about your busi­ness, start­ing with the loca­tion and terms of your lease.

You’ll also need to gather infor­ma­tion about the cof­fee indus­try, includ­ing details about con­sumers, con­sump­tion pat­terns and indus­try trends. Much of this is avail­able from indus­try groups such as the Specialty Coffee Association of America and from peri­od­i­cals such as CoffeeTalk.

After you spend a cou­ple of hours col­lect­ing and orga­niz­ing this infor­ma­tion, you’re ready to get started writ­ing the plan.  Your plan should con­sist of six sec­tions, as described below.

Executive Summary. The first sec­tion should be the last page that you write. It high­lights and con­denses the key points from each sec­tion of the plan into a few sen­tences that tell the story of your busi­ness. Next to the finan­cial data, this is the most impor­tant part of your busi­ness plan. Most bankers tell me they review the exec­u­tive sum­mary, and then turn to the finan­cials if they are interested.

Business Description. Keep the busi­ness descrip­tion brief. In this sec­tion, you need to supply:

  • The name of the business
  • Its loca­tion
  • A list of items to be sold
  • Pictures of the business
  • A floor plan
  • Leasing arrange­ments
  • Architect/contractor esti­mates
  • The name of the law firm you are using to review your lease and other contracts.

Management Profile. If you are the pri­mary man­ager, include a sum­mary of your resume. If you plan to hire man­agers or have a part­ner, you should include their edu­ca­tion, employ­ment record, skills, and accom­plish­ments. You should also include details about the cof­fee busi­ness con­sul­tants who will be assist­ing with over­all busi­ness strat­egy and staff train­ing. Investors will have added con­fi­dence in your abil­ity to suc­ceed if you work with advi­sors with a proven track record.

A Statement about the Coffee Industry. Include infor­ma­tion about:

  • Major com­peti­tors
  • Industry trends
  • Customer demo­graph­ics
  • Sales sen­si­tiv­ity to eco­nomic cycles
  • What makes you bet­ter (sets you apart from others)
  • Key finan­cial mea­sures in the indus­try (profit margin).

Marketing Plan. Your mar­ket­ing plan outlines:

  • The loca­tion of your business
  • The prod­ucts you plan to sell (includ­ing a copy of your menu)
  • A descrip­tion of your tar­geted customers
  • Why cus­tomers will buy from you
  • How you will attract poten­tial customers

Financial Data. The finan­cial sec­tion of your busi­ness plan requires three doc­u­ments: a cash flow state­ment, an income state­ment (also known as a profit & loss state­ment or P&L) and a bal­ance sheet.

Cash Flow Statement. The cash flow state­ment helps to deter­mine the short-term via­bil­ity of a com­pany, par­tic­u­larly its abil­ity to pay bills. This doc­u­ment outlines:

  • Your ini­tial invest­ment (begin­ning cash)
  • The level of sales needed to break even (as dis­cussed in last month’s CoffeeTalk)
  • What expenses to expect, and
  • How much money (if any) will be needed from out­side sources

The cash flow state­ment also reflects invest­ments in your busi­ness. Ending cash is the money in the bank at the end of the month after expenses have been paid.

The Income Statement/Profit & Loss Statement (P&L). In sim­plest terms, it rep­re­sents Total Sales for the year – Expenses for the year. Most of the infor­ma­tion needed to pop­u­late the income state­ment comes from the Cash Flow state­ment (sales, COGS, expenses). The only fig­ures that you may need to obtain from an accoun­tant are depre­ci­a­tion and taxes.

The Balance Sheet. This is the piece to the finan­cial puz­zle. It deter­mines how much you’re worth! This is cal­cu­lated with a basic for­mula: Total Assets (what you own) – Liabilities (what you owe) = Net Worth. Once you’ve com­pleted the cash flow and income state­ments, the bal­ance sheet mainly requires fill­ing in the blanks. Total Assets con­sist of Assets (Cash and Inventory) plus Fixed Assets (Equipment minus Depreciation).  Liabilities con­sist of Accounts Payable and Long-term Debt.

By the end of the day, you should have a solid draft of your busi­ness plan. Over the next week or so, pol­ish your draft and fill in any miss­ing infor­ma­tion. You’ll then want to share your plan with cof­fee busi­ness con­sul­tants and other advi­sors to get feed­back and fur­ther refine the plan.

Greg Ubert, founder and pres­i­dent of Crimson Cup Coffee & Tea, has been roast­ing cof­fee in small batches since 1991 and has taught hun­dreds of busi­ness own­ers how to run suc­cess­ful inde­pen­dent cof­fee houses. The author of Seven Steps to Success in the Specialty Coffee Industry can be reached at

Permitting Essentials: Preventing Nasty Surprises

Categories: 2013, OctoberTags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , Author:


From Tip 1 – We cre­ated your Brand Experience

From Tip 2 – We learned about your Customers

From Tip 3 – We explored your Identity

From Tip 4 – We cre­ated your Space

From Tip 5 – We cre­ated your Physical Space

From Tip 6 – We cre­ated your Business Plan

From Tip 7 – We ana­lyzed your Location and Customers

Now that you com­pleted Tips 1–7, you can start to per­mit your location!

Permitting is com­pleted through your local State, County, and Local juris­dic­tions. Before you start any busi­ness, it is best to con­sult with an attor­ney and CPA on the legal entity that you want to cre­ate – i.e. Corporation, LLC, or Sole Proprietorship. Then, your attor­ney can assist with all state and local licens­ing and fil­ings or many states have great online tools.

Once you have set-up your busi­ness and have received the nec­es­sary busi­ness licenses, that name will be used to cre­ate your per­mit doc­u­ments and appli­ca­tions for your new café.

The fol­low­ing are the typ­i­cal per­mits that are nec­es­sary to own and oper­ate a café (it is best to check with your city or county to con­firm all doc­u­ments that will be nec­es­sary) to insure suc­cess! And once you have a time­line and list of per­mits, it is best to pre­pare a sched­ule in order to deter­mine your lease start date.

  • Permitting3_FINALBuilding Permit – This is a per­mit with the City or County to build-out your space or build­ing. An archi­tect would typ­i­cally pre­pare the build­ing depart­ment per­mit draw­ings and have knowl­edge of restau­rants or cafes.
  • Land Use Review or Change of Use Permit – This per­mit is required when the space occu­pancy is not indi­cated for restau­rant or café use (if it is a mer­can­tile or retail use, or office or indus­trial use)
  • Mechanical, Electrical, and Plumbing Permits – These are per­mits that are often applied for by the con­trac­tor, but in some juris­dic­tions, they require that these draw­ings be sub­mit­ted with the Building Department per­mit drawings.
  • Sidewalk or Patio Permit – This may be a sep­a­rate per­mit with the Building Permit.
  • Health Dept. Permit – This per­mit is for the han­dling and prepa­ra­tion of food. If you are pur­chas­ing pre-packaged food, this per­mit is typ­i­cally also required. Any cook­ing of food on an open flame or fryer would require a Class 1 Hood. For a café con­cept, it may not be fea­si­ble to install a Class 1 hood if pro­vid­ing a small menu. There are many new pieces of equip­ment that are hood­less and are able to pro­vide an exten­sive menu for cafes.
  • Wine and Beer Permit and License – This is often a sep­a­rate per­mit from the Health and Building Permits – and may require an exten­sive appli­ca­tion and finan­cial screen­ing depend­ing on your state.
  • Signage Permit – When nego­ti­at­ing your lease, it is impor­tant to iden­tify all of your signs – includ­ing win­dow sig­nage and sand­wich boards for a landlord’s approval. For a sig­nage per­mit, it may also be nec­es­sary to per­mit all of the sig­nage you will have on your space, your build­ing, and on the sidewalk.
  • When look­ing for space, it is a good idea to also con­sult with an archi­tect and local juris­dic­tions in order to assess your need for the var­i­ous per­mits. An archi­tect that designs and per­mits restau­rants will be able to assess the need for the var­i­ous per­mits in your area. There are many times that per­mits are not nec­es­sary – as the changes that you are mak­ing are not affect­ing struc­ture, health, or safety. In this case, still make your land­lord aware that a per­mit is not nec­es­sary and receive their approval as well.

If you are look­ing to lease a cur­rent retail space – that is being used for a cloth­ing store or office or other uses, you may need to apply for a change of use or land use change per­mit. These per­mits can take longer and juris­dic­tions may not even allow for a restau­rant use. Parking would also be reviewed to insure the park­ing adheres to the new use.

Permitting can be an eas­ier process if you have the right team, know your menu, and under­stand that plan­ning ahead is the key to suc­cess!
Working with a team of con­sul­tants is key to assess­ing loca­tion options. Our 10 Tips Jumpstart pocket books pro­vide more use­ful tips

Stay tuned every month for valu­able tips. Melanie Corey-Ferrini is the founder of Dynamikspace ( and offers ser­vices from con­sult­ing to full ser­vice café creation

Retailer/Roaster Profile

Categories: 2013, OctoberTags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , Author:

Hi reader! Hope you are well. Today we will sit down with Dripp Coffee Company from Chino, California. Rabih Sater is the boss, and we have him with us:

V. Hi Rabih! How did you become a part of cof­fee indus­try?
S. Hi Maxim! I used to be a petrol engi­neer and had my own com­pany. Due to eco­nomic reces­sion, we expe­ri­enced a severe down­turn. We couldn’t keep up with the loss of fund­ing to projects that we were part of, and I had to make a quick career change As a hobby, I am a big ‘foodie’, and I love good food, good cof­fee, and good wines and good beer. I love food so much; I thought the best thing to do would be open­ing my own cof­fee bou­tique. I didn’t have much expe­ri­ence in hos­pi­tal­ity indus­try, but I had a lot of pas­sion for it, so I thought I would do it step-by-step. I started to do my own research, closed my engi­neer­ing com­pany, and opened Dripp. My idea was to only serve spe­cialty cof­fee from spe­cialty roast­ers. I didn’t think so far ahead as roast­ing my own cof­fee. Dripp opened up about three years ago, and only after about a year we have started roast­ing our own cof­fee. Our sis­ter roast­ing com­pany called Espresso Republic, which I also own. Right now we have a total of four loca­tions. We are small com­pany that is grow­ing super quick, and things are going really fast for us.

V. Amazing! How did you man­age to grow so fast?
S. I have had a lot of oper­at­ing expe­ri­ence with my pre­vi­ous job. Even though it was a dif­fer­ent indus­try, I man­aged and oper­ated busi­nesses and employ­ees. The pro­duc­tion of cof­fee is like fab­ri­ca­tion and devel­op­ment in my engi­neer­ing work. I just took the expe­ri­ence and the tal­ent that I had in engi­neer­ing and just changed the prod­uct. It has been great. We have got a really strong brand, great prod­uct, and we are offer­ing more than most other spe­cialty cof­fee bars offer in spe­cialty cof­fee indus­try. We also have a corky fun feel­ing to our stores, unlike an intim­i­dat­ing feel­ing that you get in most spe­cialty cof­fee bars. This allows the con­sumer to tran­si­tion to spe­cialty cof­fee much more com­fort­ably and eas­ier. We always keep in mind that we are in a cus­tomer ser­vice indus­try; we are not just serv­ing cof­fee, we are also serv­ing cus­tomer service.

V. From what I can see, your brand seems to have already been com­pletely defined. How did you achieve that?
S. We put in a lot, a lot of time. When I had my engi­neer­ing com­pany, I was very suc­cess­ful and happy doing what I was doing. I always like to get things done right the first time. I learned that tech­nique of work­ing and mak­ing things right the first time in my pre­vi­ous indus­try because you can’t leave room for error. So I took that abil­ity and tran­si­tioned it to this indus­try. We spent night and day from day one devel­op­ing and trans­form­ing our image. And if you look at our brand and our image, we don’t look “mom and pop” like many spe­cialty cof­fee stores out there. We look like we are a national brand, and that is what we want. We want that and we want to become that. Some say you can’t become national in spe­cialty cof­fee indus­try. You can have a few here and there, and that is about it. I dis­agree with all of that because I believe you can, if it is setup right, if it has a cor­rect image and if it has been devel­oped from the ground up. At this point our busi­ness model is set up to allow us to be ready for a full-on expan­sion in the near­est feature.

V. Did you apply any­thing from your Middle Eastern back­ground to your busi­ness here in the U.S.?
S. Sure, for exam­ple, we have our own brand of Turkish cof­fee, and we do sell a lot of that. Because my fam­ily has a Middle Eastern back­ground, I used the infor­ma­tion that I grew up with, and used it to develop our own Turkish cof­fee drinks served at our stores. I don’t think any­one else is mak­ing bet­ter Turkish cof­fee than us. I actu­ally trav­eled to Tukey last year to buy sev­eral spe­cial grinders designed for grind­ing just Turkish cof­fee. We take things seri­ously around here.

V. Could you please explain what Turkish cof­fee is in basic terms?
S. Well, we believe that Turkish cof­fee is the first kind of cof­fee. It is the way cof­fee was orig­i­nally drank before the Italians began to brew it under pres­sure to make espresso. That is why I thought it was a very impor­tant piece of our menu. Turkish cof­fee is cof­fee that is grounded super, super fine, almost like a paste-like grind, that is much finer than espresso. When it is brewed, it is brewed with the cof­fee grounds, so it is unfil­tered – there is no fil­ter sep­a­rat­ing the grinds and the cof­fee. We have got sev­eral dif­fer­ent vari­a­tions of our Turkish cof­fee, and all of them are delicious.

V. In your opin­ion, is Turkish cof­fee some­thing that should be offered in more places? Why isn’t it?
S. Actually, I def­i­nitely think that it is some­thing that should be done in the spe­cialty cof­fee indus­try as a stan­dard, and it is some­thing that they are miss­ing. Just like you have a latte on a menu in every sin­gle cof­fee shop, you should have Turkish cof­fee there as well. It is the ori­gin of cof­fee, it should be there. Why many spe­cialty cof­fee bars don’t have it? I don’t know, maybe because it is Middle Eastern and that seems like an issue for some of them. They don’t want to carry some­thing that is Middle Eastern. I think they for­get that the pas­sion should be for the prod­uct, not for the cul­ture. Turkish cof­fee is easy to make, it just needs some rules. I think it should always be there, and we have it on our menu, and peo­ple love it.

Thanks Rabih. Can’t wait to see what you will achieve in the next two years. And for all cof­fee shops out there – get started with Turkish cof­fee ASAP!

Dripp Coffee Company

4300 Edison Ave.
Chino, CA 91710
(909) 465‑4101
Rabih Sater

There Are Not So Many Bad Guys in the Supply Chain

Categories: 2013, OctoberTags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , Author:

There are not so many bad guys in the sup­ply chain; just a bad process.How many times have you heard some­one, well inten­tioned, look at a retail cof­fee drink and accuse the café owner of exploit­ing the farm worker by charg­ing so much and not shar­ing the prof­its? Frankly, it is sad­den­ing to see the shal­low­ness of thought that some are capa­ble of achiev­ing before point­ing a fin­ger and call­ing some­one “not fair.” A thought­ful response for the café owner might be to offer their accuser $10,000 if they can track down the farmer and deliver the money. It is a safe bet because 9.9 times out of 10 it sim­ply can’t hap­pen due to lot mix­ing and the labyrinth of trans­ac­tions it takes to get cof­fee from the farm to the roaster. One step deeper into the pool of thought would show that the sup­ply chain is dys­func­tional and needs an overhaul.

One com­pany has dis­cov­ered a way to change every­thing and reward the farmer up front. It is a sys­tem that will make us in the indus­try rethink the way we do busi­ness. It also puts the con­sumer in con­tact with the farmer of the cof­fee they are drink­ing. They will be able to hold us account­able. The shift has begun…

Logistics Latin America has looked at the sup­ply chain model and turned it on its head. In order to see the bril­liance of their solu­tion we must clearly define the prob­lem to solve and the cur­rent system.

Problem: Exploitation and worker con­di­tions of the aver­age cof­fee farmer cre­ate an unsus­tain­able sit­u­a­tion. They need to make more for their crop. Every trans­ac­tion in the sup­ply chain needs a profit com­po­nent when in some cases the value is not that high.

Current System: The farmer is paid for his cof­fee based off of the C mar­ket pric­ing. Here is a hypo­thet­i­cal trace of a pound of cof­fee from farm to cup:

Table 1

1)    It costs a farmer about $1.65 in Colombia to pro­duce the cof­fee. Farmer is going out of business

2)    Intermediaries per­form an essen­tial role, but raise the price of the cof­fee 63 per­cent over costs in this example

3)    Roasters in the US whole­sale roasted cof­fee to oth­ers who will brew it. A well run roaster will oper­ate at about 15–20 per­cent margin

4)    If the retailer can sell the pound of cof­fee for $2 a cup it seems like a great deal, but a well-run store will oper­ate at about 10–15 per­cent Margin


Logistics Latin America (LLA) is think­ing out­side the sup­ply chain and has devel­oped a new model with another fund­ing com­po­nent. It pays the farmer right up front and then tells the con­sumer about it so they can share in the suc­cess. The solu­tion has two parts: A) Change the sys­tem  and B) Reward qual­ity even more.

Solution Part A: Change the sys­tem
Buy the farm and save it from fore­clo­sure or at the very least a slow death. Hire back the res­i­dent farmer and pay them a nice salary with health benefits.

Partition the farm into ½ acre, deed-able lots. Sell these lots to for­eign investors look­ing for agri­cul­tural land out­side of the U.S.

If the owner ‘Opts in’ then the prop­erty will be man­aged by a pro­fes­sional team that will increase the pro­duc­tion of the farm by invest­ing in the plant­ing of non-producing areas with high value vari­etals. Hire agron­o­mists and pro­duc­tion staff, and build needed infra­struc­ture such as pulp­ing sta­tions, fer­men­ta­tion tanks and dry­ing patios. All of this invest­ment  will be in an effort to improve both yield and qual­ity of the coffee.

Create and own the inter­me­di­aries such as dry miller, exporter, and importer.

Add tech­nol­ogy to the mix which can bond the con­sumer to the farm directly with a sys­tem known as Virtual Direct Trade TM.

A log­i­cal exten­sion of this process would be to own a roaster and retail shops, but that is not cur­rently the model.

Using our exam­ple from above the sup­ply chain will now look like this:

Table 2

At $2/lb the dynam­ics shift a lot. The import com­pany will pay a ‘price point that mat­ters’ no less than $2 and then just tack on the actual costs of busi­ness to the price.

Anything the import com­pany can sell the cof­fee for above the $2 + Costs gets split in a profit shar­ing between the investors and the res­i­dent farm staff.

Solution Part B: Reward qual­ity even more
By mak­ing smart deci­sions on the farm, the qual­ity of the cof­fee could raise as much as 10 points or more on the CQI scale. Roasters will be asked to pay more for higher scor­ing cof­fees and his­tory proves they will do it.

In addi­tion, LLA is adding tech­nol­ogy to the sup­ply chain so con­sumers can reach out directly and in a mean­ing­ful way to the farmer. The can see a live stream­ing video as well as par­tic­i­pate in farmer chat tex­ting. They can even take a vir­tual tour of the farm while they are enjoy­ing a cup of cof­fee from that farm. A roaster and or retailer would pay more for a cof­fee that comes with this tech­nol­ogy and a fan­tas­tic story to tell.

I was skep­ti­cal if LLA and their inde­pen­dent com­pa­nies: Cima Land Sales, Tierra Cafetera Farm Management, and Coffee LatinAmerica could pull this off. Not only have they bought three farms, they have sold out two of them. The money has been invested in qual­ity improve­ments and their entire 2013 crop has been sold to a roaster at a pre­mium. Plans are to have 10,000 acres under man­age­ment in 13 coun­tries through­out Latin America and other sig­nif­i­cant grow­ing parts of the world within five years. I am so excited about the dif­fer­ence they will make in our indus­try that I joined the com­pany as CEO of the US based entity Coffee LatinAmerica. If you know me, you will con­firm that I would not do this for just any com­pany. I believe in what these guys are doing. The model is changing!

Rocky can be reached at as well as

15 Tools for Retailer Success

Categories: 2013, SeptemberTags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , Author:

Retail­ers are the engine source in the cof­fee indus­try loco­mo­tion train. They sup­ply the lat­est and great­est prod­ucts and keep cus­tomers in the loop of cur­rent hap­pen­ings and com­pe­tent ser­vices. Here are 15 Retailer Tools we love here at CoffeeTalk.

1: BriteVision Media: Custom, Stock, and Generic 4-Color Printed Cup Sleeves.

Custom printed cup sleeves pro­vide the cof­fee house with full color brand­ing and pro­mo­tional oppor­tu­ni­ties. Made from eco-friendly mate­ri­als, BriteVision sleeves fit your bud­get as well as help grow your busi­ness. Their stock and generic sleeves are ideal for the small or start up café. Prices are based on quan­tity and eco-friendly paper. Everything else is free. That includes cre­ative sup­port, full color print­ing, and even ship­ping. Fast turn around time means that you can get your sleeves in under a month.

BriteVision offers a CoffeeTalk spe­cial every month. So, check them out!

Contact Person: Don Scherer:

2: Follett®: Chewblet® Ice

This ice is uni­formly shaped pieces of chew­able com­pressed nugget ice. It is higher in qual­ity than other nugget ice and more reli­ably dis­pensed. While sur­veys show that 70 per­cent of con­sumers pre­fer Chewblet Ice, it is an impor­tant tool to have within your café. Iced cof­fee and blended bev­er­ages are becom­ing increas­ingly pop­u­lar and you can­not have a per­fect cup of iced cof­fee with­out the per­fect ice.

This ice keeps the fla­vor pro­file of your cof­fee and will not taint with unfil­tered water like other ice dis­pensers. This ice will keep your cus­tomers happy know­ing that their ice cof­fee will be con­sis­tent every time, as will the ice nuggets swim­ming inside the cup!

Contact Person: Mike Rice:

3: Aerobie®:AeroPress® Coffee & Espresso Maker

This maker is the smoothest, rich­est, purest, and fastest. It is the smoothest using the ideal water tem­per­a­ture and gen­tle air pres­sure brew­ing yields rich fla­vor with lower acid­ity and with­out bit­ter­ness. The micro fil­ter allows for grit free cof­fee– unlike other press-type cof­fee makers.

While other cof­fee mak­ers drip hot water on the bed of grounds, over extract­ing at the cen­ter and under extract­ing at the edge, this one by Aerobie® uni­formly extracts every time. In one minute, lit­er­ally, you can enjoy a beau­ti­ful cup of brewed cof­fee.
Contact Person: Constance Adler:

4: Lotus Bakeries: Biscoff Cookies

They don’t call it “Europe’s favorite cookie with cof­fee” for noth­ing! By adding these cook­ies to your retailer shelves, you are giv­ing your cus­tomers an expe­ri­ence. Since 1932, Biscoff cook­ies have been Europe’s cof­fee break favorite. They com­ple­ment cook­ies won­der­fully. Your cus­tomers can enjoy a European expe­ri­ence in your shop.

These cook­ies are made with all-natural ingre­di­ens, no arti­fi­cial color, or arti­fi­cial preser­v­a­tives. There is 0 grams of trans fat per serv­ing and 0 cho­les­terol. They are made with non-GMO ingre­di­ents, no nuts, and no ani­mal by-products. The unique taste stems from the sugar’s carameliza­tion dur­ing the bak­ing process. A hint of cin­na­mon and other spices add that spe­cial some­thing to Biscoff Cookies. For more infor­ma­tion about their cook­ies and whole­sale visit:

5: Perka: Turning Occasional Customers into Loyal Fans
Perka puts your busi­ness right in your cus­tomers’ pock­ets. Reward your reg­u­lar cus­tomers, cre­ate incen­tives to bring back new ones, and increase traf­fic dur­ing slow peri­ods. Perka allows you to get per­sonal with your cus­tomers and improve cus­tomer ser­vice to insure that your cus­tomers are con­tin­u­ally happy. With spe­cial offers, your cus­tomers will want to come to your shop to redeem them.

Perka allows you to stay con­nected to cus­tomers, any­where they are by an app on their phones. It is designed to work for any­one, but tai­lored to fit you. You can keep up and stay on top of things with the dash­board that gives you the big pic­ture of the sta­tis­tics. You can sign up on line for just $35 a month. Visit their web­page and check them out!

Contact Person: Rob Bethge:

6: Java Jacket®: Custom Prints

While JavaJacket® has been sup­ply­ing retail­ers across the coun­try with those paper sleeves to pro­tect your hand from hot cof­fee, their cus­tom print com­po­nent is really the tool that every retailer needs. It is the per­fect way to show off your logo and get brand recog­ni­tion when the drinks are on the go. They offer up to 4 col­ors on their white or nat­ural kraft paper, and up to 6 col­ors on their glossy clay­coat paper.

Contact Person: Jay Sorenson:

7: Tightpac America Inc.: “Coffee” Labeled CoffeeVac Storage Container

This “cof­fee” labeled CoffeeVac keeps your deli­cious cof­fee fresh up to three times longer. The easy push but­ton sys­tem allows the car­bon diox­ide gas to escape from your beans and does not let oxy­gen in! Designed with a wide mouth, CoffeeVac has a patented vac­uum seal tech­nol­ogy that works every time you open and close the con­tainer. Not to men­tion, these con­tain­ers are BPA free.

Designed for 1 pound of beans or grounds, the CoffeeVac will eas­ily fit into most cup­boards, looks great on the counter, and is designed to last bean loads. Whether you are stor­ing ground cof­fee or whole beans, you can taste the fresh­ness. See your beau­ti­ful beans by pur­chas­ing the clear body style. This cof­fee stor­age con­tainer is truly one-of-a-kind.

Contact Person: Justin Marquis:

8: uVu Technologies: uVu Lids

uVu Lids pro­vide an upgraded cof­fee expe­ri­ence for your cus­tomers and baris­tas alike. The unique design tech­nolo­gies ensure fewer spills and a bet­ter cus­tomer expe­ri­ence. The dou­ble inner seal and eye­let slots on the rim ensure the lid is on securely. Coffeehouses can also cus­tomize the look of their own lids with new col­ors like red and black. CoffeeTalk read­ers, con­tact us for a free sam­ple in red or black.

Everyone ben­e­fits from the safety fea­tures that help pre­vent spills like the uVu win­dows. These win­dows are four holes along the rim that visu­ally con­firm he snug fit of the lid to the cup at a glance. Double Inner Seal grips both sides of the rim for a much tighter seal. Not to men­tion the lid’s Deep Reservoir helps save your favorite shirt from drip stains. Go to for more information.

Contact Person: Stefan Ebert:

9: oneVes­sel: Tritan®Mason Jars

The first item intro­duced in our fall col­lec­tion is our sin­gle wall Tritan® Mason Jar with col­ored lid. The ini­tial sales on this item have been through the roof! It’s a great cold size and a very pop­u­lar shape– every­one loves a cool mason jar! Companies can choose the color lid that com­ple­ments their own color scheme. It is a trendy way for retail­ers to have their con­sumers devour their favorite cof­fee beverage.

Contact Person: Erez Toker:

10. Weldon Flavorings: Weldon Coffee Flavorings

Weldon Coffee Flavorings are pure liq­uid fla­vor­ings com­pletely free of sugar, arti­fi­cial sweet­en­ers, cream­ers, pow­ders, and syrups. Because they are not pre-sweetened, cof­fee lovers can enjoy fla­vored cof­fee unsweet­ened or sweet­ened to taste. They are the per­fect and sen­si­ble way to serve fla­vored cof­fee. Just add 1 pump for each 4oz of coffee.

Customers finally have a choice. They no longer have to be sat­is­fied with syrup fla­vored cof­fee or the fla­vor of the day. Weldon Flavorings pro­vides qual­ity unsweet­ened fla­vored cof­fee for cus­tomers who don’t want a lot of added calo­ries or sweet­ness in their cof­fee. Customers can have their fla­vored cof­fee the way they like it, some days sweeter than others.

Contact Person: Brenda Weldon:

11: Maven Distribution Llc: Frizz Coffee

Maven Distribution is an importer and dis­trib­u­tor of niche prod­ucts. Located in Oregon, Maven Distribution strives to seek out unique prod­ucts from around the world. Their newest dis­cov­ery – Frizz Coffee.

Frizz Coffee is a sweet, bub­bly, espresso soda pro­duced in south­ern Italy. This small-batch soda has a sim­ple ingre­di­ent list, yet a com­plex and rich fla­vor. Frizz Coffee is best enjoyed cold, and is deli­cious straight from the bot­tle. It can also be enjoyed poured over ice with half & half or cream.

Check them out online for more Frizz Coffee prod­ucts and Maven Distribution Llc itself.

12: Gamila Products: Impress Coffee Brewer

A  single-cup cof­fee brewer to enjoy deli­cious, hand­crafted coffee.

No waste or has­sle of paper fil­ters, elec­tric mech­a­nisms, or fussy plungers—just great cof­fee you can take with you. This is the per­fect prod­uct for col­lege stu­dents, camp­ing or hik­ing, mom (or dad) on the go, and even just a sin­gle after­noon cup.

The aspect that really sets this brewer apart from oth­ers is its carry-ability, no trou­ble­some com­po­nents. You can press, brew, and drink from the entire device. Not to men­tion the fine cof­fee grinds eas­ily wash out and can be poured down the drain of any bath­room, work facil­ity, or kitchen.

13: American Barista & Coffee School: Business & Barista Training, Consulting, and Educational Materials.

The American Barista & Coffee School, [ABC’s] is the pre­mier pro­fes­sional facil­ity in the world for cof­fee busi­ness entre­pre­neurs who want to start up and oper­ate a spe­cialty cof­fee busi­ness. At ABC’s, we work hard to ensure that our entre­pre­neur­ial clients walk away with a com­pre­hen­sive under­stand­ing of the retail cof­fee indus­try and the con­fi­dence to open their own suc­cess­ful cof­fee operations.

With more than 25 years of expe­ri­ence behind us and uncount­able cups of cof­fee before us, American Barista & Coffee School knows coffee—and the cof­fee indus­try. More impor­tantly, we know how to share our knowl­edge, expe­ri­ence and solu­tions to best help you cre­ate, build, and grow your spe­cialty cof­fee business.

By call­ing 800−655−3955  you can receive $100 off any of their 5 Day Classes by men­tion­ing CoffeeTalk $100 off.

Contact Person: Matt Milletto:

14: Costellini’s: White Chocolate Powder

Costellini’s, not only does it have a smooth creamy mouth­feel, but the barista’s love it because the pow­der dis­solves instantly. It allows your choice of pre­mium bean to come through. When oth­ers are masked with cof­fee or fla­vors stand alone, your sig­na­ture drink that your patrons desire exudes qual­ity, and con­sis­tency. Using your own superb choice of pre­mium bean along with the power, your cof­fee will not taste like all the oth­ers down the street. It will put a spark in your coffee.

At the time of order­ing, men­tion CoffeeTalk and receive 5 per­cent off of your first three cases.

Contact Person: Gina Costello:

15: Wilbur Curtis Company: Curtis Gold Cup™ Single Cup Brewer

The Curtis Gold Cup™, an American-style, drip fil­tered cof­fee brewer that pro­duces a per­fect “Golden Cup” of cof­fee, every time. State-of-the-art com­po­nents and G4 tech­nol­ogy set this remark­able brewer apart from every other sin­gle cup machine.

The Curtis Gold Cup™ offers pre­cise con­trol over cru­cial vari­ables that result in brew­ing a true SCAA stan­dard Golden Cup of cof­fee. Instinctive touch screen and icon-driven inter­face pro­vides users with enhanced pro­gram­ming options and seam­less oper­a­tion.
For more infor­ma­tion go to:

Contact Person: Brant Curtis: