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by Mike Dabadie

Marketing Miracles

Categories: 2014, NovemberTags: , , , , , , , , , Author:

By this time in the cal­en­dar year, some orga­ni­za­tions have already started to develop strate­gic and/or annual oper­at­ing plans. Some call these sales plans and in large orga­ni­za­tions there may be both long-range strate­gic plans as well as yearly plans that oper­a­tional­ize the long-term strate­gic plan. Some even have plans down at the team or depart­men­tal level.
For small busi­nesses, the plan for 2015 may just be ideas, scrib­bles on paper, or notes slapped on a com­puter screen. The “plan on a nap­kin” may even be present!
Still for oth­ers, there is no busi­ness plan. In fact, there may not be any type of plan! Without solid plan­ning a busi­ness car­ries more risk, misses oppor­tu­ni­ties, allows a com­peti­tor to seize advan­tages, slows down progress, and cre­ates con­fu­sion.
As General Eisenhower famously said, “In prepar­ing for bat­tle, I have always found that plans are use­less, but plan­ning is indispensable.”

So, what is strate­gic plan­ning and what are the impor­tant com­po­nents of a plan? First, let’s pull apart the term strate­gic planning.

I define strat­egy as the art and sci­ence of cre­at­ing a plan to bring about a desired out­come. Before you plan, you want to be strate­gic in order to reach an out­come. In your busi­ness or life; if you want to do some­thing, how are you going to do it? Strategy helps you to think about how to get there.

Planning can be defined as help­ing to iden­tify those strate­gies and accom­pa­ny­ing actions to guide you toward a desired out­come. Planning are the tac­tics and the ways to get there.

Taken together, these def­i­n­i­tions bring to life what suc­cess­ful orga­ni­za­tions do so well: strate­gic planning.

Over the years, we have observed and worked with many orga­ni­za­tions on their strate­gic plans.

We believe that strate­gic plans and the strate­gic plan­ning process should reflect and respect the fol­low­ing: the cul­ture of the orga­ni­za­tion, the peo­ple involved, the mission/vision/values of the orga­ni­za­tion, the need for real­is­tic and attain­able hori­zon goals, the resources that can be deployed for imple­men­ta­tion, and the desire for focused action.
At this point you may be ask­ing your­self where to start and what process to use. The best mar­keters use a “diver­gence and con­ver­gence” approach that cre­ates many ideas and then fil­ters those down against a set of cri­te­ria for suc­cess to arrive at a set of actions for their plan. I call this a “dou­ble dia­mond” and a typ­i­cal process is shown in this graphic that pro­duces hori­zons of initiatives:

dabadie copy

As such, the fol­low­ing are ele­ments of plans that have worked, and if you desire to do some plan­ning I would sug­gest that you imbed these in your work.
Successful strate­gic plans have sev­eral com­mon traits:

•    A plan based on the real­ity of today but is aspi­ra­tional: Stretch your­self to reach for a bold goal.
•    An exec­u­tive spon­sor and owner of the process: Someone has to lead these efforts and the CEO or owner can­not just dep­u­tize.
•    An exec­u­tive spon­sor and owner of imple­men­ta­tion: Plans are just that unless you do some­thing with them, and then the power of progress is unleashed.
•    Navigates the polit­i­cal real­i­ties of the orga­ni­za­tion: Agendas and cul­ture can get in the way, so accom­mo­date real­i­ties.
•    Goals, imper­a­tives, and tac­tics tied to spe­cific out­comes: Setting goals is nice, but be clear on the pur­pose.
•    Innovative tech­niques to reveal new oppor­tu­ni­ties and cre­ate an expe­ri­ence: Strategic plan­ning can be bor­ing, but the rev­e­la­tion and inspi­ra­tion of new ideas can be sparked by cre­at­ing inno­v­a­tive expe­ri­ences to open new ideas.
•    Clear and uni­fy­ing agree­ment of the brand promise: Your prod­uct makes a promise to a cus­tomer and in turn that cus­tomer has an expec­ta­tion on what they will get if they use your prod­uct. Define and deliver on that promise – it’s that sim­ple.
•    Collaborative input across the orga­ni­za­tion: The best ideas come from those vested in the results and through part­ner­ing.
•    Socialized through­out the orga­ni­za­tion for full under­stand­ing: Being famil­iar with the plan is not enough – insure that employ­ees and lead­ers under­stand it and that there is there align­ment around the plan.
•    Focused on 3–5 strate­gic objec­tives and a very clear plan of imple­men­ta­tion: Most orga­ni­za­tions try to cram too many ideas into a strate­gic plan. Focus. The best plans have 3–5 main ini­tia­tives.
•    Supports real-time strate­gic decision-making: Use the plan to take action and not win­dow dress.
•    Aligns resources to insure imple­men­ta­tion: It takes time and invest­ment to reach your goals.
•    Is a con­tin­u­ously improved plan against annual and long-term goals: While many strate­gic plans take a 3–5 year hori­zon view, they should roll annu­ally and there should be a yearly adjust­ment based on busi­ness and mar­ket changes.
•    Measures progress and imple­men­ta­tion over time: Hold your­self and oth­ers accountable.

You do not have to take all of these steps nor use a very rig­or­ous process, and per­haps the best place to begin is to just write it on a nap­kin. But I encour­age you to embrace this approach and through it you will find your own diamond.

Mike Dabadie is the founder of Heart+Mind Strategies, LLC, a research con­sul­tancy that con­tin­ues to pio­neer the use of personal-values insights and mar­ket­ing. He can be reached at mdabadie@heartandmindstrategies.com.

The Voice

Categories: 2014, MarchTags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , Author:

Hello SCAA Membership,

As a ded­i­cated SCAA mem­ber, I am hop­ing you also have an inter­est in mak­ing the Association be the best it can be. In the two min­utes it takes to vote in this year’s Board of Directors elec­tion, you have the power to have your voice heard and help set the direc­tion of this essen­tial association.

Who is Marty Curtis
As a ded­i­cated SCAA vol­un­teer since the early 1990s, Technical Committee Member for 8 years, Board of Directors Member for 4 years, and Senior Q-Grader Instructor who has taught and cer­ti­fied hun­dreds of ded­i­cated cof­fee pro­fes­sion­als in 13 coun­tries, I have per­son­ally seen the incred­i­ble dif­fer­ence this asso­ci­a­tion can make in the busi­nesses and lives of peo­ple around the world.

What My Colleagues Have to Say about Me
“I have known and worked with Marty Curtis for over 12 years and found him to be extremely pro­fes­sional with great integrity and hon­esty. He walks the talk and is straight­for­ward with no secret agen­das. He will put in the time to make the SCAA a valu­able orga­ni­za­tion for its mem­bers.”
Dan Cox
SCAA Past President
SCAA Lifetime Achievement Award recipient

I had the priv­i­lege of meet­ing Marty Curtis about 6 years ago when I was going through my orig­i­nal Q Grading/Cupping train­ing and qual­i­fy­ing. Marty proved to be an excel­lent instruc­tor who I would have cat­e­go­rized as “Hard but Fair“. The level of hon­esty and integrity that he dis­played as our coach, teacher and tester is an exam­ple that I con­tinue to fol­low in the devel­op­ment of our peo­ple here at Community Coffee Company, LLC. You only need to speak with Marty for a few moments before you real­ize that the level of com­mit­ment he shows for our indus­try is gen­uine. Marty truly places his heart and soul into every aspect of cof­fee which is the dri­ving qual­i­fi­ca­tion that he would carry as Second Vice President of the SCAA Board of Directors.”
Carl Leonard
VP Green Coffee & Tea Dept
Community Coffee Company, LLC

I’ve worked with Marty since the early 1970′s and I can say this about him with­out equiv­o­ca­tion — he is as hard-working and focused as any per­son with whom I’ve ever been involved. His ded­i­ca­tion to his work, whether that be busi­ness or per­sonal, is offered in one form, and that is with all of his heart, mind, and body.  And per­haps most impor­tant to anyone’s suc­cess, Marty’s com­mit­ment to following-through is both con­sis­tent and com­plete.”
Gary Ladd
Past CEO and mem­ber of the Board, Asian American Coal, Inc.
Past mem­ber of the Board, Trident Academy
Current mem­ber of the Board, Darkness to Light
Current mem­ber of the Board, Piney Woods Resources
Co-founder and President, Aerial Revolution Challenges, Inc.

I had the honor to serve on the SCAA Board of Directors with Marty for one year.  During that time Marty was a glad­i­a­tor for the mem­bers.  When the Board was faced with a deci­sion he was the one who asked two very impor­tant ques­tions:  How will this action make the asso­ci­a­tion bet­ter for our mem­bers and is the action con­sis­tent with our stated mis­sion and val­ues.”
Linda Smithers
North American Marketing for Daterra
SCAA Past President

Why It Is Essential YOU Take a moment to Vote
As cur­rent SCAA Board Member, Andrew Hetzel said in his recent Facebook Post, “This year’s elec­tion is the most impor­tant in recent his­tory.“ This is an unusual elec­tion year for the asso­ci­a­tion. In most years the board sim­ply selects the next slate of can­di­dates they wish to put for­ward on the bal­lot and only about one in one hun­dred mem­bers votes. There really is no need to vote in this case.

This year I chose to peti­tion to be put on the bal­lot and was suc­cess­ful in hav­ing the required per­cent­age of vot­ing mem­bers take the valu­able time out of their day to write and sign a peti­tion and fax it to SCAA head­quar­ters, just to make sure I made it onto this bal­lot. Why would such busy peo­ple, like your­self do this? Because they know that I am ready, will­ing, and able to ded­i­cate myself to this orga­ni­za­tion to bring to it a greater focus on:

✓    Transparency
✓    Integrity
✓    Equal Voice
✓    Dedication
✓    Your Association
✓    Earned Leadership

This is YOUR Association
In 2008 I ran as a peti­tion can­di­date on these prin­ci­ples and proudly served on the board for the next four years. During this period I con­sis­tently fought to make the asso­ci­a­tion more open and respon­sive to mem­bers demand­ing the board meet­ing min­utes be more detailed and avail­able to the mem­ber­ship. This is your orga­ni­za­tion and you deserve to have a say in how it is run. Please take a moment to vote for me and I promise to work for you to have a greater voice and be heard in the lead­er­ship of the Association.

Please take a moment to VOTE NOW, the link is

specialtycoffee.wufoo.com/forms/2014-board-of-directors-election-official-ballot/

Remember only ONE vote per com­pany and you will need your mem­ber ID for the vote to be offi­cial. If you can’t find it, call SCAA Membership at 562.624.4100 and the dead­line is March 22, 2014.

Sincerely,
Marty Curtis

Marketing Miracles

Categories: 2014, FebruaryTags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , Author:

The term “mar­ket­ing mir­a­cles” is mirac­u­lous for mar­ket­ing pur­poses. I get it. And for those who are not aware of it, the best sell­ing book, Marketing Miracles, by Dan S. Kennedy is full of prac­ti­cal ideas, espe­cially for those in sales.

But, there is noth­ing mirac­u­lous about mar­ket­ing, or to be more pre­cise, mar­ket­ing mir­a­cles. That term is just an odd oxy­moron for me.

Why? Because while mar­ket­ing can result in an amaz­ing or unusual event, the word “mir­a­cle” implies that super­nat­ural forces out­side of our mor­tal con­trol gen­er­ate mir­a­cles. Or, per­haps the word sig­nals that an unex­pected and sur­pris­ing result occurred, pos­si­bly exceed­ing our expec­ta­tions because of some­thing not planned.

Marketing that achieves goals and ful­fills the needs of the cus­tomer is thought­ful and delib­er­ate, or at least it should be. As the English author, Sir Terry Pratchett, wrote, “Just because you can explain it doesn’t mean it’s not still a miracle.”

In this inau­gural arti­cle I want to put forth the prin­ci­ples that guide how mar­ket­ing mir­a­cles hap­pen. Because even if some­one just by chance stum­bled into a mar­ket­ing mir­a­cle and can’t explain how it hap­pened, my money is on the fact that one of the fol­low­ing five prin­ci­ples was in play.

1. Our deci­sions as humans have both ratio­nal and emo­tional com­po­nents. Coffee is not just a prod­uct with its attrib­utes of taste, smell, smooth­ness, caf­feine, etc.; it deliv­ers an expe­ri­ence. We con­sume cof­fee because of its prod­uct ben­e­fits, and these ben­e­fits ful­fill pow­er­ful emo­tional needs such as social­iz­ing, being pro­duc­tive, reduc­ing stress, and even ful­fill­ing the desire for rou­tine.
Application: Align the ben­e­fits of your prod­uct with con­sumer ben­e­fits; per­suade by rea­son, moti­vate by emotion.

2. Perceptions and expe­ri­ences with prod­ucts, ser­vices, or brands have both pos­i­tive and neg­a­tive dimen­sions. These per­cep­tions will vary by your audi­ence and by loy­alty. A few years ago research was con­ducted on a national cof­fee­house brand, and it revealed a strongly neg­a­tive per­cep­tion among infre­quent cof­fee drinkers that its prod­uct had a bit­ter taste because of its roast pro­file. Despite hav­ing a wide selec­tion of other choices and a strong, core loyal audi­ence, the learn­ing led to this com­pany launch­ing a blonde roast in order to con­vince these per­suad­able con­sumers to try a cup.
Application: Leverage your pos­i­tives and neu­tral­ize your neg­a­tives; know your loy­alty continuüm.

3. The choices we make are affected by the con­text in which they are made. Everyday we make deci­sions and we are pre­sented with choices. In the cof­fee cat­e­gory, these choices and deci­sions are made within day parts, occa­sions, loca­tions, our per­sonal needs, influ­ences from oth­ers, and a host of other fac­tors.
Application: Market your brand to match the con­text or sit­u­a­tion in which it is used or could be used.

4. Marketing and how we think about prod­ucts is not lin­ear. A con­sumer can go from being aware of your prod­uct to being loyal, even if they are not famil­iar with it. For exam­ple, how many peo­ple do you know always vote Democrat or Republican, but can they really explain why they are so loyal to these “brands”? Perhaps not all of them can do so, which demon­strates that they do not lin­early move along some mag­i­cal fun­nel from aware­ness to com­mit­ment. We see this often in cof­fee as well, where because of taste pro­files or geo­graphic pride, many peo­ple are loyal to cer­tain brands despite not know­ing that much about them.
Application: Brands must quickly engage across mul­ti­ple touch points and channels.

5. A mar­ket­ing strat­egy is only as good as its results. Marketing should ful­fill some larger objec­tive and goal. Not all mar­ket­ing cam­paigns are geared toward sales. Rather, some­times the objec­tive is to raise aware­ness. But even­tu­ally, that aware­ness should land sales and ulti­mately drive the busi­ness goal.
Application: Measure results to con­firm suc­cess and guide future efforts.

I believe in mir­a­cles. After 45 years of dis­ci­pline, reg­i­men­ta­tion, and edu­ca­tion from Jesuit priests, Holy Cross broth­ers, and St. Joseph sis­ters, you can trust that I believe in mir­a­cles. But even mir­a­cles, and mar­ket­ing mir­a­cles, hap­pen for a rea­son. The prin­ci­ples detailed in this arti­cle shed light on how you the reader can cause a mir­a­cle in marketing.

In future arti­cles, we’ll use these prin­ci­ples and this frame­work to go in depth and illu­mi­nate how peo­ple, prod­ucts, ser­vices, and brands made mar­ket­ing mir­a­cles happen.

Mike Dabadie is the founder of Heart+Mind Strategies, LLC, a research con­sul­tancy that con­tin­ues to pio­neer the use of personal-values insights and mar­ket­ing. He can be reached at mdabadie@heartandmindstrategies.com.

Publisher’s Prologue

Categories: 2013, DecemberTags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , Author:

Welcome to CoffeeTalk’s 2014 State of the Industry.

This new year brings with it a sense of excite­ment and hope. Change is all around us, and if we wish to sur­vive and thrive, we must embrace it. I am per­son­ally thank­ful for the amaz­ing oppor­tu­ni­ties the cof­fee indus­try has bestowed, and I hope to some­how give back in some mean­ing­ful way this year next year, 2014. And to begin, we share with you the wis­dom of some of the most respected pro­fes­sion­als in the industry.

Reading through each arti­cle I found myself hum­bled. Even after 20 years, I am just a “baby” in this indus­try. The com­bined wis­dom in this issue quite lit­er­ally has the power to change the world.

I hope to entice you to read all of the arti­cles by giv­ing you a brief glimpse with my favorite nugget of wis­dom in each arti­cle. However, there was one arti­cle that had just too many gems to limit it to a sin­gle quote. These con­cepts from one of our writ­ers* embody the spirit of this entire issue:

• Our indus­try con­tin­ues to pro­vide a means of expres­sion, hope, and income for a mul­ti­tude of peo­ple around the world.

• Our hard work and suc­cess does not come with­out strug­gle, and many chal­lenges await us as 2014 quickly approaches.

• […] This issue should not be left to the next gen­er­a­tion of roast­ers. It must be addressed.

• It is wrong to think there is noth­ing left to learn.

• As both mature and imma­ture mar­kets see new shops open­ing their doors, famil­iar ter­ri­tory is becom­ing any­thing but that.

• Learning from our past mis­takes and dis­cussing our future will help us sus­tain and survive.

So, cof­fee pro­fes­sion­als, remem­ber that knowl­edge is power… don’t miss out on the oppor­tu­nity to learn from the sea­soned souls who have cre­ated this 2014 State of the Industry.

Clearly, it’s been a chal­leng­ing year for cof­fee in the pub­lic pol­icy arena, and year-end won’t neatly wrap up these chal­lenges.”
Under The Microscope
John Boyle, National Coffee Association of U.S.A. Page #16

Once con­sumers start drink­ing bet­ter qual­ity cof­fee, they tend not to trade down. This puts greater pres­sure on roast­ers to main­tain and pre­serve qual­ity…”
One-Way Coffee Degassing
Alma Likic, Plitek, Llc. Page #18

For endur­ing suc­cess in the spe­cialty cof­fee busi­ness, it is a must to under­stand these processes and where qual­ity hap­pens or lacks…”
Game Changer: IT Supported Quality Management Systems
Andy Benedikter and Norbert Niederhauser, Cropster Inc. Page #20

There remains a mad scram­ble to get into the sin­gle serve busi­ness, with just about every roaster aspir­ing to pro­duce them, and most inde­pen­dent multi-store oper­a­tors eager to have their own pri­vate label Keurig® com­pat­i­ble line of cof­fee.”
The Borer And The Never Boring
Donald N. Schoenholt, Gillies Coffee Co. Page #22

Best of all it is grown by some of the kind­est, most gen­tle peo­ple any­where.”
Myanmar And Specialty Coffee: Critical Crossroads
Rick Peyser, Green Mountain Coffee Roasters Page #24

There are too few cof­fee sci­en­tists…”
The Art & Science Of Specialty Coffee
Spencer Turer, Coffee Analysts Page #26

I believe we’re in a Renaissance. Growth + Innovation = Renaissance.”
New & Views From NAMA Chair
Pete Tullio, NAMA Board Page #28

Words, use them wisely. Self, social, finan­cial, and eco­log­i­cal sus­tain­abil­ity…”
Making Sustainability Sustainable
Rocky Rhodes, International Coffee Consulting Page #30

‘Packaging Analytics’ is entirely new ter­mi­nol­ogy and intent to launch more inno­va­tions and appli­ca­tions aimed at pro­vid­ing a more sci­en­tific approach to the design and man­u­fac­ture of food and bev­er­age pack­ag­ing.”
It’s Time To Put Analytics Into Packaging
David Weiss, uVu Technologies LLC Page #32

The dri­ving force behind the health and well­ness move­ment is Opportunity. America is primed and ready. Would you like Repeat Customers? Give them what they’re look­ing for.”
Four Opportunities
David Gross, Add a Scoop Page #34

Coffee con­nois­seurs are nat­u­rally curi­ous infor­ma­tion seek­ing peo­ple who are loyal, inclined to seek con­ve­nience, and eas­ily con­nected to strong brand iden­tity and rep­u­ta­tion.”
Improving Your Product Sales
Torie Burke, Torie & Howard, Llc. Page #36

Is America really the land of the “pod” peo­ple? Can it really be true that the indi­vid­u­al­ism we’re so proud of can actu­ally be sat­is­fied by a ‘pod?’”
The Rise Of Single Cup Coffee
Mike Gronholm, Single Cup Accessories, Inc Page #38

Life is hard for farm­ers. Winston Churchill once said that, ‘If you are going through hell, keep going’… They did not give up on their love and pas­sion for their farm, and they never lost faith in the impor­tance of qual­ity.”
Colombian Coffee, A Story (Still) To Be Told
Juan Esteban Orduz, Colombian Coffee Federation, Inc Page #40

In retail, if it’s not mak­ing you money — it’s cost­ing you money.”
Cup Sleeve Marketing
Don Scherer, BriteVision Page #42

Big busi­ness is most cer­tainly bet­ting on tea.”
The Hottest Thing In Coffee Right Now Is Tea
Stefanie Makagon, TEAJA Office Page #44

Especially when con­sid­er­ing the inde­pen­dent owner, there is a com­mon thread that bonds these retail­ers. With all of the var­i­ous con­cerns vying for their atten­tion, typ­i­cally there is title time left to con­sider what is required to develop a suc­cess­ful retail mer­chan­dise pro­gram.”
Profit Building Merchandise Strategies For Coffee Houses
Erez Toker, Vessel Drinkware Page #46

We all like doing the things that we are com­fort­able doing, but it may be time to step out of our com­fort zone and not let our com­peti­tors beat us to the punch.”
Single Cup Solution, What Are You Waiting For In 2014?
Thomas G. Martin, Pod Pack International, Ltd. Page #48

Does the new gen­er­a­tion of cof­fee afi­ciona­dos embrace Direct Trade because of its hip and fancy appeal, or do they sell direct rela­tion­ships for the right rea­sons– to truly help the farm­ers?”
Changing Our Industry One Caring Soul At A Time
Karen Cebreros, Coffee Cares Page #50

I have this grow­ing con­cern that the spe­cialty cof­fee indus­try is bro­ken.”
The Fourth Wave Arrives In 2013: Collaboration To Fix A Broken Coffee Industry
David Griswold, Sustainable Harvest Specialty Coffee Page #52

From out­moded per­cep­tions of the “mobile con­sumer,” to evolv­ing cus­tomer habits, there’s much to learn about mobile, and the many ways you can profit from that knowl­edge.”
Mobile Usage Is Exploding. Is Your Coffee Business Ready?
Rob Bethge, Perka, Inc Page #54

The sus­tain­abil­ity of cof­fee lies in the hands of its farm­ers.”
Subsidy Programs: A Glimmer Of Hope For Struggling Coffee Farmers
Alexis Rubinstein, FCStone, LLC Page #56

[…] We are on a clear path toward a new way of doing busi­ness in the cof­fee world.”
The Fourth Wave And Functional Sustainability Models
Miles Small, CoffeeTalk Foundation Page #58

Unless mar­ket con­di­tions change, the strug­gles that farms are fac­ing to remain prof­itable will have seri­ous con­se­quences on cof­fee qual­ity […] Every voice should be heard, and every mem­ber should have an unequiv­o­cal oppor­tu­nity to con­tribute to the orga­ni­za­tion (SCAA).”
Think Global Time To Align
Marty Curtis, Combustion Systems Sales Service, Inc Page #60

Our indus­try should be hav­ing these con­ver­sa­tions, not because we are nec­es­sar­ily doing things wrong, but because we might be able to do things bet­ter.”
Discussing Coffee Quality Assessment Strengthens The Industry
Shawn Steiman, Daylight Mind Coffee Company Page #62

Data will become an equal­izer […] but it’s the busi­nesses that know how to use it well that will win.”
Why Data Matters
Jason Richelson, ShopKeep POS Page #64

It is wrong to think there is noth­ing left to learn. As both mature and imma­ture mar­kets see new shops open­ing their doors, famil­iar ter­ri­tory is becom­ing any­thing but that. And, Learning from our past mis­takes and dis­cussing our future will help us sus­tain and sur­vive.”
Roaster’s Resolutions
Andrew Russo, Roasting Expert Page #66

One of the more dif­fi­cult con­cepts for the cof­fee mer­chants to grasp is that sus­tain­abil­ity at ori­gin is not about cof­fee. It is about the farm­ers, their needs, their val­ues, their cul­ture, and their own com­mu­ni­ties, and it all must be long-term or it can­not be con­sid­ered sus­tain­able.”
Sustainability At Origin
Bill Fishbein, The Coffee Trust Page #68

The learn­ing curve of spe­cialty cof­fee has advanced dra­mat­i­cally, and the end con­sumer is now bet­ter edu­cated and curi­ous about the top­ics.”
A New Set Of Critical Questions
Josué Morales, Mayaland Coffee Page #70

We are lucky, for few jobs offer the fun, the com­mit­ment, and the pas­sion that we enjoy…”
A Roaster’s Checklist For Optimal Packaging
Jeff Beer and Chris Burger, Fres-co System USA, Inc. Page #72

*By the way, Andrew Russo has just moved to the area and is seek­ing oppor­tu­ni­ties within the cof­fee com­mu­nity in the Pacific Northwest. You can reach him at andrew.russo83@gmail.com.

Take the Initiative and Start Recycling

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

I’m sure all of you have heard that recy­cling that paper cup after you have con­sumed your dou­ble tall non­fat caramel latte will help save the planet. Recycling, how­ever, even more than that, is one of the best ways that you can make an impact on the planet on which we live. Utilizing and pro­mot­ing the use of sus­tain­able prod­ucts also aids in the life of our planet and the cof­fee industry.

According to ecocycle.org, “Nearly 90 per­cent of what we throw away could poten­tially be recov­ered through reuse, recy­cling, or com­post­ing.” So with that being said, I now ask those within the cof­fee com­mu­nity, what can we do to recy­cle and sus­tain resources that are impor­tant to the suc­cess and func­tion of our industry?

Gabe Post, Director of Innovation and lead for the SUSTAIN project for Pacific Market International, LLC talks about the impor­tance of recy­cling. Post says, “The Earth’s resources are finite. It is impor­tant for con­sumers to rec­og­nize their role in the prod­uct con­sump­tion cycle, and to recy­cle items appro­pri­ately at their end-of-life. It is the manufacturer’s respon­si­bil­ity to design prod­ucts that are eas­ily recyclable.”

Post expresses the idea that it is a team effort to make a dif­fer­ence in the world when recy­cling. He says, “Together, we can build prod­uct cycles that con­serve energy and reduce car­bon foot­print and envi­ron­men­tal impact.”

Excessive pack­ag­ing has made its way to the cof­fee indus­try. When you go to a cof­fee shop you usu­ally get a one-time dis­pos­able cup – which would be okay if the con­sumer prop­erly recy­cled their cup when fin­ished. But the real­ity of it is, along with that cup, you get a cup sleeve to pro­tect your hand, a wooden stick to stir in your sugar, and the paper waste that stems from the sugar packets.

Post says, “Despite the indus­try going through great lengths to source sus­tain­able cof­fee, almost all of it is still being served in single-use dis­pos­able cups. In America last year alone, we land­filled 16 bil­lion paper cof­fee cups.”

All of these items can be replaced with a more effi­cient prod­uct that is envi­ron­men­tally friendly. Instead of sugar pack­ets, you could use a sugar jar. Instead of the wooden sticks, you can use metal spoons that can be washed at the end of the day. Companies today offer decom­pos­able cup sleeves and reusable cups.

John A. Darch, President and CEO of Doi Chaang Coffee says, “Any effort we can make – whether it’s a com­pany, a fam­ily, or an indi­vid­ual – towards improv­ing our envi­ron­ment and the world we live in, is cru­cial. We can’t dis­card every­thing we use into one spot any­more; the world just can’t han­dle those kinds of actions.” He says, “Whether it’s recy­cling, com­post­ing or con­serv­ing water – every lit­tle bit helps. It’s a way of show­ing respect to the world we live in.”

While these may seem like rel­a­tively small changes, you have to start some­where. However, it is impor­tant to look at the big­ger pic­ture here. How can com­pa­nies and busi­nesses within the cof­fee indus­try start to make a dif­fer­ence and increase their sus­tain­abil­ity efforts?

Post says, “Sustainability efforts suc­ceed most com­monly when they are baked into the NDA of the com­pany. It should be a part of who you are, not just what you do. Sustainability should be a part of the busi­ness strat­egy along with other key growth initiatives.”

When you can set goals and are able to track them, you know that you are doing some­thing right. People feel a sense of pride and accom­plish­ment when they see that the goals the com­pany is set­ting are being accom­plished with a lit­tle bit of their effort.

Did you know that 70 per­cent of cof­fee con­sump­tion is rou­tine? It is when this rou­tine becomes a more respon­si­ble rou­tine with the incor­po­ra­tion of recy­cling and the uti­liza­tion of sus­tain­able prod­ucts, where we will start to see last­ing impacts on the environment.

Post says, “Improving sus­tain­abil­ity in the cof­fee indus­try will help reduce the envi­ron­men­tal impact of the indus­try and con­tinue to influ­ence con­sumer aware­ness and ulti­mately behav­ior change in a pos­i­tive way.”

Darch explains his expe­ri­ence with becom­ing sus­tain­able, “It is reward­ing to engage in sus­tain­able prac­tices. To be able to pro­duce a prod­uct that is high qual­ity, but also pro­duced through eth­i­cally respon­si­ble steps will not only make you feel good – it will make your cus­tomers feel good about what they are drinking.”

Pacific Market International, LLC is just one of the many com­pa­nies striv­ing to make a dif­fer­ence. They have devel­oped a sys­tem whereby their reusable cups are recy­cled at the end of their life and then col­lected and reen­tered into their mate­r­ial sup­ply. The idea is to some­day have their cups be made out of old cups.

Beyond their SUSTAIN effort, Pacific Market International, LLC (PMI) has made sus­tain­abil­ity a part of their cor­po­rate strat­egy, includ­ing Environmental Stewardship as one of five busi­ness strat­egy pil­lars. Since 2005, year-on-year improve­ment has been achieved via con­certed efforts to improve the sus­tain­abil­ity of both man­u­fac­tur­ing processes and prod­ucts. In 2012, the PMI Joinease fac­tory that cur­rently man­u­fac­tures SUSTAIN cups reduced their per-unit green­house gas emis­sions by 25 per­cent while increas­ing pro­duc­tion by 37 percent.

Doi Chaang Coffee Company is also push­ing efforts to be more sus­tain­able. With the Keurig being a pop­u­lar and con­ve­nient machine to brew cof­fee, it is inevitable that kcup con­sump­tion, which is in the bil­lions, has a neg­a­tive envi­ron­men­tal impact. Doi Chaang Coffee has “just devel­oped the first ever “Beyond Fair TradeTM” sus­tain­able 90 per­cent biodegrad­able sin­gle serve aroma cup. The cups are Keurig com­pat­i­ble and will break down in any land­fill or dump­ster,” accord­ing to Darch.

StalkMarket is a com­pany that is talk­ing com­postable prod­ucts to a new level. Their core line of prod­ucts is made from a sug­ar­cane fiber-based paper­board called bagasse. The mate­r­ial is made from upcy­cled sug­ar­cane waste recov­ered from sugar refiner­ies. The crushed stalks are taken to a pro­cess­ing plant where they are con­verted into paper­board in much the same way as wood pulp is used for card­board. All of StalkMarket’s prod­ucts are 100 per­cent com­postable. Their prod­ucts are avail­able to con­sumers at major gro­cery chains, office sup­ply stores, organic and nat­ural food retail­ers and online. These prod­ucts would be a great asset to a café that is look­ing to become more green.

As a cof­fee lov­ing indi­vid­ual, who is con­stantly grab­bing and con­sum­ing cof­fee on the go, I will make sure that I will prop­erly recy­cle my latte cup every time I con­sume my favorite cup of cof­fee. Or, bet­ter yet, I will pur­chase a reusable cup and elim­i­nate the waste all together. What are you going to do?

If there are more indi­vid­u­als on the con­sum­ing end and more busi­nesses on the sup­ply­ing end that can come together to increase recy­cling and sus­tain­abil­ity efforts, the cof­fee indus­try would flour­ish in envi­ron­men­tal means.

Revisit your company’s busi­ness strate­gies, think about if you prop­erly deposit your to-go cup in the recy­cling bin, and imag­ine an indus­try work­ing together to make a dif­fer­ence on the envi­ron­ment. Make your next cus­tomer rela­tion­ship with the environment.

Permitting Essentials: Preventing Nasty Surprises

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

Header_Tip7

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 www.dynamikspace.com/store.php5

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

Echoes of Sustainability

Categories: 2011, DecemberTags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , Author:

Sustain­able com­pa­nies come in many forms. Traditionally they adhere to spe­cific prac­tices meant to ben­e­fit the greater good. They are busi­nesses that con­sider the impact their activ­i­ties have on the envi­ron­ment, soci­ety, indi­vid­u­als, and the com­pany as a whole. They engage in respon­si­ble con­sump­tion prac­tices and con­cern them­selves with the labor con­di­tions under which their prod­ucts are made. They mon­i­tor car­bon foot­prints and ago­nize over closed-loop pro­duc­tion sys­tems. They are busi­nesses that, like trees, pro­duce more ben­e­fit than they con­sume. However, this arti­cle is not about any of those things.

Can a com­pany or prod­uct have a soul?

Most of us are aware of or are even loyal cus­tomers of sus­tain­ably dri­ven com­pa­nies or prod­ucts that feel authen­tic, alive, and vibrant. Yet, we have also seen com­pa­nies or prod­ucts whose mes­sage of sus­tain­abil­ity some­how feels arti­fi­cial and hol­low. Slick brand­ing mes­sages and lofty mis­sion state­ments aside; some com­pa­nies and prod­ucts just come across as less than gen­uine. Although the feel­ing can at times be a lit­tle hard to define or put a fin­ger on, I am not sure the root cause is quite so elusive.

I believe that most peo­ple can dis­tin­guish between the pub­lic ethics of sus­tain­able busi­ness mod­els and the over­ar­ch­ing ethics that per­me­ate the orga­ni­za­tion, peo­ple, and all. I call these sec­ond tier proofs Sustainable Echoes. Sustainable Echoes are the fruit and/or the accom­pa­ny­ing sup­port of the core busi­ness activ­ity. They may not define the busi­ness but they can be the silent arbiters when it comes to pub­lic per­cep­tion of the busi­ness model.

Sustainable Echoes come in two pri­mary forms: prof­its and proof; how a com­pany han­dles these two issues can deter­mine whether the busi­ness is strength­ened or under­mined by them. Many sus­tain­able busi­nesses oper­ate from the belief that what their busi­ness does takes place in a vac­uum. They fail to rec­og­nize the dete­ri­o­rat­ing effects that sec­ond tier actions can have on the pri­mary cor­po­rate goals. There is no mid­dle ground and every sus­tain­able busi­ness either rein­forces its core mes­sage in these two areas or they inval­i­date it.

Profits: Simply put, if the rev­enue derived from the sus­tain­able busi­ness is not used in a way that mir­rors the busi­ness phi­los­o­phy, then the com­pany and its employ­ees have merely shifted the inequity. Profits and salaries from any sus­tain­able enter­prise should be spent in a way that hon­ors the intent of the busi­ness ethics. Anything less than a rea­son­able effort to spend those prof­its respon­si­bly will reflect on the sin­cer­ity of the endeavor. Every dol­lar spent from the net rev­enue of a sus­tain­able busi­ness model either con­firms the core con­vic­tion or sub­si­dizes other busi­ness mod­els that are con­trary to their belief set. It is dif­fi­cult to under­stand how a com­pany that claims to use sus­tain­able prac­tices can in good con­science enjoy prof­its accrued with­out con­sid­er­ing the impact of where those prof­its go.

Proof: A well con­ceived, sus­tain­able busi­ness model will have a trans­par­ent sim­plic­ity about it. It will not require loads of accom­pa­ny­ing pro­pa­ganda in order to under­stand it. The core mes­sage and intent will be oper­a­tionally ele­gant and with­out pre­tense. If your busi­ness model requires a thirty-minute tour or a never-ending stream of lit­er­a­ture to explain it, you might want to rethink what you are actu­ally sell­ing. Embellishing any mes­sage with mis­lead­ing accom­plish­ments or exag­ger­ated influ­ence is a tell­tale sign of a mar­ket­ing strat­egy, and not a true believer in the mis­sion. Some might think that this type of vic­ar­i­ous cred­i­bil­ity will make a com­pany look more capa­ble, but I think it does tremen­dous harm.

The impact and pub­lic per­cep­tion of a sus­tain­able busi­ness model will to some degree rise or fall based on these two ele­ments – prof­its and proof. I believe that most peo­ple want to sup­port sus­tain­able busi­nesses and do well by oth­ers. They just do not want to be duped into sup­port­ing sur­face level benevolence.

If a com­pany is truly com­mit­ted to integrity in their mes­sage of sus­tain­abil­ity, it might be wise to ask these ques­tions. What are the echoes that reach the lives of those unin­volved with the busi­ness, ser­vice, or prod­uct? Do they mimic the core beliefs of the com­pany or do they form a mon­e­tary and eco­log­i­cal tune of dis­cord? Is your busi­ness truly about the integrity-based use of prof­its and proof?

Ron Demiglio is the President of Eko Brands, LLC. He is a Specialty Coffee indus­try pro­fes­sional with over 20 years of experience.

Going Green: Tips and Tricks That Can Make a Difference

Categories: 2011, NovemberTags: , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , Author:

Over the past few years, research and facts regard­ing the effects of global warm­ing have become a con­cern; var­i­ous stud­ies have emerged that sup­port the neg­a­tive effect of green­house gases on the envi­ron­ment. Individuals, as well as cor­po­ra­tions, have cho­sen to sup­port, pro­mote, and fight for the reduc­tion of man’s impact on the envi­ron­ment. Eventually, the nat­ural resources we depend on will become scarce; and cli­mate change could affect the very com­mod­ity we base our busi­ness on: Coffee.

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.