107309-February 2013

www.CofeeTalk.
com
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Cofee improves lives
See Cofee Fest
Listings page 26
Warming Up to a
Frozen Beverage
Program
page 10
This Month:
14
A Masters in Cofee
16
The Power of POS
22
Whats Your Legacy in
Cofee Going to Be?
February 2013
Vol. XXVI No. 2
Feature
Owners
CEO/Publisher/Advertising Director
Kerri Goodman-Small, ext 1 | 877.426.6410 | 206.795.4471
kerri@cofeetalk.com
Editor-in-Chief
Miles Small, ext 2 | 206.795.2835
miles@cofeetalk.com
International Development
Rocky Rhodes, 818.347.1378
rocky@cofeetalk.com
Design
Print Design
Marcus Fellbaum, ext 5
marcus@cofeetalk.com
Web Design
Justin Goodman, ext 6
justin@cofeetalk.com
Administrative
Administrative Director, Accounting,
Subscriptions
Sandra Hundacker, ext 4
sandra@cofeetalk.com
Mailing Info
Mail: HNCT, LLC, 25525 77th Ave SW
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Phone: 206.686.7378 Fax: 866.373.0392
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Copyright 2013, HNCT, LLC, All Rights Reserved
WHO WE ARE
7
What Is a Brand:
What Is your Story?
A Tip a Month
8
The View
10
Warming Up to a Frozen
Beverage Program
14
A Master's in Cofee
Part 1
16
The Power of POS
18
Social Media Madness
20
Retailer / Roaster Prole
A Taste of Italy in San Diego
22
What's Your Legacy in Cofee
Going to Be?
Raising a Glass to Ted Lingle
24
News Bites
26
Cofee Fest - New York listings
28
Advertiser Index
C
o
n
t
e
n
t
s
Professional
Memberships
14 A Masters in Cofee
16 The Power of POS
10 Warming Up to a Frozen Beverage Program
Warming Up to a Frozen
Beverage Program
4
February 2013
Professional
Memberships
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Be sure to visit our expanded version of this article
on our website:
magazine.cofeetalk.com/february13-branding-tip/
7

num.com
I
n November, we provided you the top
10 Tips to Avoid Expensive Mistakes
Before Signing a Lease. Each month
will focus on each tip in detail. For this
month, Tip 1 What is a Brand: What
is your Story? Why is it critical to have
a Brand? Why is your Brand inclusive
of your customer, your menu, and your
community? When launching a new caf
or re-launching an existing caf, a strong
Brand Story will connect you with your
customer, and connect your customer
with your Brand.
Think of Brand as a story you are sharing about your unique
elements, your unique purpose, and your unique products and
services. Also, having a Brand language provides a way to revise
and update your brand every 5-7 years in order to stay innovative
and ahead of the market trends to keep your Brand unique and
compelling. The language is an itemized group of brand elements
carefully created and grouped together to make a coherent and
compelling brand
Ideally, you will create your brand rst before searching for space
as that brand groundwork will provide you the site selection
checklist in order to make a good space decision.
Sustainability, community relationships, and overall purpose for
starting your caf, will be evident in the products you carry, your
customer service and operations, and overall experience. Integrate
your beliefs and values in these areas into your Brand Story.
Hiring the right team of experts at the beginning during the
Brand Creation Phase - can make all the diference in creating a
successful caf. From Marketing to Space Design to Site Selection,
all of these mindsets bring value to your vision from the very
beginning.
Your Brand is the foundation for your cafs success and longevity.
Your passion and vision, along with the right team of experts at the
beginning can make all the diference in creating a unique and
successful caf.
Stay tuned every month for valuable tips.
Melanie Corey-Ferrini, Experience Architect with
Dynamikspace ofers services from consulting to full
service caf creation. www.dynamikspace.com
L
ater this week, we are hosting a tour
to the cofee growing regions of Costa
Rica for about 50 C-level executives
from the Ofce Cofee Service sector of the
cofee world. A trip like this always revitalizes
me. It reminds me of how huge, and diverse,
and broad, and protable cofee is. The
OCS folks represent approximately 30% of
the total cofee sold in the United States.
Plus the OCS roasters also typically sell
products through multiple channels such as
commercial, grocery, and even specialty and
so represent an even larger proportion of
cofee sales.
This tour is, for most of these participants,
the rst time they will have visited an origin
country and experienced a specialty cofee
farm. The OCS operators and distributors
have started recognizing that greater
attention to quality cofee translates to
potentially higher customer satisfaction and
higher revenues.
It is easy to lose sight of the vast scope of
cofee when all you focus on is our day-
to-day businesses in the specialty industry.
But starting next month that all changes
as we enter into the tradeshow season
and participate at all levels in the industry.
Soon will be Cofee Fest NY, AFCA, the
International Restaurant and Foodservice
show, and the National Cofee Association
with the SCAA and the NAMA One Show
following hot on their heels. These shows
represent the key market segments that
comprise our industry other than grocery.
(And many in grocery will likely be at one of
these shows as well.)
Which leads me to wonder what this year
will bring? There are substantial challenges
that face Specialty Cofee not the least
of which is a denition of what specialty
cofee is. Many restaurant and foodservice
operators see specialty as a cofee beverage
with additives, such as alcohol or avorings.
Calendar
Feb 6-10 NAMA/CofeeTalk Roaster Origin Tour to Costa Rica
Feb. 7-9 IWCA III International Convention - Guatemala City,
Guatemala
Feb. 14-16 10th African Fine Cofee Conference & Exhibition!
- Kampala, Uganda
Feb. 15-17 World Tea & Cofee Expo - Mumbai, India
Feb. 28-Mar. 2 Tea & Cofee World Cup Exhibition - Singapore
Mar. 1-4 ACF Southeast Regional Conference- Louisville, KY
Mar. 3-5 Intl Restaurant and Foodservice NYC - New York, NY
Mar. 3-5 Ultimate Barista Challenge USA - New York, NY
Mar. 7-10 Natural Products Expo West - Anaheim, CA
Mar. 8-10 CofeeFest - New York, NY
Mar. 14-16 ICT Expo 2013 / Cafe Asia - Marina Bay Sands, Singapore
Mar. 17-20 ACF Northeast Regional Conference - Verona, NY
Mar. 21-23 NCA Convention - San Francisco, CA
Mar. 23-24 Cofee & Tea Expo NYC - New York, NY
Apr. 1-3 EXPO Finefood - Shanghai, China
Apr. 10-14 SCAA Event 2013 - Boston, MA
Apr. 12-15 ACF Western Regional Conference - Coeur dAlene, ID
Apr. 21-22 The Northwest Foodservice Show - Portland, OR
Apr. 22-28 UK Cofee Week
Apr. 24-26 NAMA OneShow - Las Vegas, NV
Apr. 25-28 The London Cofee Festival - London, UK
Many OCS operators see specialty as avored
cofee. Some cafes see specialty cofee as
a beverage made by a professional barista
using traditional methods. Some believe that
only espresso with no additives is special. Is
ice cofee special? Growers see specialty as
meeting the minimum SCAA cupping score
of 80 or above. And so on.
The industrys adherence to quality Arabica
cofees is being challenged by robusta
cofees and the mixed messages from some
is confusing our consumers. As Ric Rhinehart
said at the NAMA Cofee, Water, and Tea
show, Weve shifted away from those cofees
now, Rhinehart observed. Todays best
robustas and naturals are better than they
were a quarter of a century ago, but theyre
not as good as the better milds. Lets not
make the same mistake again. People want
to love cofee; lets not discourage them.
(Vending Times; December 2012) while at
the same time the SCAA and CQI are moving
rapidly to bring robusta into the specialty
tent.
I wonder if the apparatus of specialty cofee
is poised to collapse under its own weight?
There are the beginnings of rumblings
that barista jams, cool events, elaborate
international junkets, and self-congratulatory
preparation methods have not put a single
extra dime of prot into the rank and le
indie cafes cash drawer.
Then there is the problem of being top-heavy
in talent. As Nick Cho wrote in a recent blog,
What are we going to do with all these
twenty-somethings who we have convinced
that being a barista is a realistic long-term
career pathway? We have at growth in
cofee retailing and very limited opportunity
beyond barista. All these golden promises we
have made to aspiring cofee professionals
are likely empty. There simply is no room
in the retail side to absorb all this trained
talent.
According to Ric Rhinehart, the specialty
cofee market in the US has reached maturity
with anticipated growth of only 1 to 2%
annually. The majority of growth will be in
cofee producing countries. (Maybe aspiring
roasters and baristas would be better served
learning Portuguese and Spanish along with
pulling the most perfect shot?)
I wonder if we have simply lost sight of why
you should open a business in the rst place
business ownership is an investment strategy
pure and simple. If you are not in it to recover
your investment and make a tidy sum extra
for you and your loved ones, then you should
just put your money into a mutual fund. At
least there you are not likely to lose it all
overnight.
So this year I hope we can declare The Year
of the Protable Cafe. Without prots, all
of the other exciting elements of Specialty
Cofee are just distracting wastes of time and
money.
The next year should begin to answer some
of these questions. The future lies in a refocus
on prots and good business decisions based
on local market realities. Having the most
expensive and highly rated equipment in
the expert hands of a highly trained barista
competitor is meaningless if as a result of
bad site selection your caf is only grossing
$135,000 a year. If you decided to open a
caf to make money, feed your family, and
save for the future instead of just buying a
job to have something to do for a few years
until you gure out what you really want to
do, then this coming Year of the Protable
Caf is for you.
The prot motive is built-in and natural to
those other segments the OCS operators
and the multi-million pound roasters; the
medium and large chains and the green
importers it is about time to get it back into
the specialty cofee industry.
Kerri Goodman-Small & Miles Small
The View
8
February 2013
from crop to cup. from eld to table.
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10
February 2013
Warming Up to a Frozen Beverage Program
by Richard Stein
I
t is now a given to say that in todays economy, times are
tough. Cofeeshop and cafe owners are experiencing a freeze
in revenue because of slow business. Therefore, they must
nd creative ways to not just make more moneythey need to
sometimes break even. But, what retailer doesnt want to boost
their revenue? They are always looking for ways to increase
sales. Why not give them a boost by applying a frozen beverage
program? When we talk about frozen beverages, of course, we are
referring to smoothies, iced cofee, shakes, frappes, lemonades
or creative concoctions designed by owners. Frozen beverages
have clearly moved from being a niche or specialty ofering
to a mainstream consumer expectation, notes Russ Arnold of
Blendtec. They are not only popular, but as Desiree Mimlitsch from
Cappuccine says, frozen drinks generally ofer the highest dollar
prot of any beverage excluding alcohol. Also, she says, frozen
drinks are popular during slow afternoons. And Michael Rice of
Follett says that frozen beverage programs ofer retailers another
avenue for revenue growth.

Competition is erce these days. Independent cofee houses and
cafes are continuously contending for customers attention. So,
if you like to shake things up and stay competitive, introducing a
variety of frozen beverages can be a great way to do it. Big Trains
Frank Lindsay agrees that all retail cofee house outlets would
greatly benet by ofering frozen drinks. But on the ipside, he
cautions, they risk losing core customers to competing cofee
houses, juice bars, and other foodservice outlets. Dont let that
discourage you from adding them on the menu, though. One thing
to consider is location. Paul Maxwell from Beyond the Bean says
that depending on your location, frozen drinks can be a year-
round menu listing.
One way to lure health-conscious customers to frozen beverages
is to advertise the health benets of frozen beverages--many
customers think of them being a healthy alternative. Mont Blancs
Michael Szyliowicz says they are healthful treats during the
warmer, spring and summer months and that capitalizing on their
healthy benets can be a plus for retailers. Another way to do this
is through supplements known as boosts, which are packets
lled with nutrient-rich powder that can be added to a frozen
beverages. Ellie Gross, Vice President at Juice Bar Solution, says
that frozen and iced beverages are easily converted to healthy
drinks with the addition of supplement-boosts. Another way to
emphasize healthy frozen drinks is to eliminate sweeteners, syrups
and creamers. The folks at Weldon Flavoring developed liquid
avorings that are pure sugar-free, containing no sweeteners or
syrups, calories, carbs, fats, sodium, creamer or cafeine. A cofee
alternative is chai, a blend of black tea and Indian herbs and spices.
Tipu Chais Chai Now is a complete instant product that uses an
organic, non-GMO soy milk powder, sweetened with organic cane
juice for a healthy, vegan product.
What about the ingredients? There is a broad rangeeverything
from from fresh fruit and vegetables, to frozen fruit and vegetables
to prepackaged smoothie mixes. What you choose for ingredients
depends much on your operations plan, customer expectations,
and other factors. Flavor is proven to be most important to a
beverage consumer, emphasizes Lani Peterson of Foodservice.
Operators should pay attention to avor above everything else.
Smoothies are always an easy beverage alternative. Because of
their nutritional value and ease of making, they are a very popular
drink around the world. Attention to the quality of ice is also very
important, as it is a staple ingredient in any frozen beverage. The
fresher the ingredients, the better tasting the beverage.
Steps to Smooth Success
The biggest challenge is not knowing exactly where to start. There
will denitely be start-up costs, overhead costs and possible
permits, licensing or franchise fees. Writing a business plan is
highly encouraged, as it will give you an outline of what to expect.
Estimating costs and consulting a frozen beverage rm is highly
recommended. Nadine VanDeventer, of Treehouse Brands, says,
Start up costs, which are
minimal, include a blender
($500 - $1,000) and cups/
lids to ofer your drinks.
Training employees is also
an important part of the
process once a frozen
beverage program has been
implemented. Andrew Dun
of Insight Beverages advices
retailers to incorporate a
comprehensive training
program to ensure that
employees know how
to properly maintain, ll
and clean the dispensing
equipment.
Additionally, a
comprehensive marketing
program is required to build
consumer awareness and
trial of frozen beverages.
It is especially important
that retailers market frozen
beverages outside of
their stores to attract new
consumers.
cont. on page 12
12
February 2013
Frozen Beverages
Here are a few additional tips from leaders in the beverage
industry:
Michael Szyliowicz of Mont Blanc: Sampling during busy times
will increase orders and encourage your employees to promote
the program with every order.
Frank Lindsey from Big Train: Maintain consistency: loyal, repeat
customers are comforted by the fact that they will get the same
great tasting drink made the same way, each and every time they
visit their favorite outlet.
Paul Maxwell from Beyond the Bean: Use POS to highlight the
range that you are ofering to tempt and entice customers to
consider a frozen drink from your business and not from the
international chain down the road.
Steve Christensen from Stoelting: Great customer service, great
quality of food and beverage, and an interesting and unique
store environment in a great location.
Gina Costello from Costellinis: We suggest always sample your
regulars for their input. Of course we supply the free product for
sampling.
Beverage company leaders also provide tools that can contribute
to retailers smooth success. For instance, Add a Scoop ofers
a free POS ip chart which includes ingredients and nutritional
information for all 19 of our products. Foodservice provides POS,
recipes, online training videos and equipment rebates. As far as
mixes, Cappuccine ofers a wide variety of frappe mixes that can
either be used as stand-alone avors or bases to make your own
signature drinks. For businesses looking for a more customized
program, PreGel America sales representatives and chefs work
closely together to design products and/or recipes suited to the
particular clients needs. Treehouse Brands has training materials
for product make up, posters, tubs, lids and scoops. At Stoelting,
monthly classes are held for end-users to learn practical methods
of making and promoting menu items including frozen beverage.
Blenders and ice machines
If you decide to ofer frozen beverages the choice of which
equipment to use in order to make or dispense your product
can be daunting. There are so many choices! Ellie Gross of
Juice Solutions believes that the right equipment makes a huge
diference. Many retailers dont realize how many options there
are beyond just a countertop blender. For example, Blendtec
has a full range of blender-dispensers that ofer varying degrees
of automation. Equipment like this can provide great efciency
and allow multitasking, which is key for smaller crews or busy
establishments. Key aspects of smoothie blending equipment
include power and durability: You need enough blending power to
demolish ice, frozen fruit and any other ingredients, as well as to
create a smooth texture. And you need a blender that can handle
dozens of blends per hour without overheating or breaking down.
Ice machines are of equal importance. Qualty ice results in quality
frozen beverages. Being a supplier of ice machines, Follett can
contribute to those retailers that ofer blended drinks, such as
smoothies or frozen lattes, as part of a frozen beverage program.
They specialize in ice machines that produce Chewblet ice, a
form of nugget ice that is softer than the typical hard cube-type.
Additionally, Manitowoc is unveiling their new ice machine, NEO,
an all-in-one, undercounter ice making and storage solution,
that ofers up to 33 lbs more of ice production within the same
footprint of their existing models.
As we see, when implementing a frozen beverages program, there
is much to consider. But, it can be rewarding. It is a great way for
retailers to diversify their product oferings and provide a very hot
trend in the industry. There are numerous resources for nding the
right program for your business.
We were not able to include all frozen beverage mix and
equipment vendors in this article, for a complete listing please go
to yellowpages.cofeetalk.com.
13
THE ART OF HYDRATION
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14
February 2013
I
t was a long journey, travelling from
Guatemala City, my hometown, to
Trieste, Italy. I arrived on a Wednesday
afternoon, which gave me enough
time to get settled in before classes
started that following Monday. I came
to Trieste to pursue a Masters in Cofee
Science and Economics, organized by the Ernesto Illy Foundation,
along with the Universities of Trieste and Udine, and other local
organizations. I heard about this program six months before it
actually started. According to the website, the Masters would
cover three main disciplinary areas: economical-administrative,
biological-agronomic, and technological, providing a holistic
learning opportunity regarding cofee and its production cycle.
How I Got Here
Coming from a cofee producing family, I have seen cofee since I
was a young child; but I became truly intrigued with cofee when
I was employed in the United States working with CofeeTalk
Magazine in Seattle. I had the opportunity to experience not only,
diferent cofees from around the world and their idiosyncrasies,
but learn about the complexity of the whole supply chain. During
my time at CofeeTalk I had the opportunity to attend multiple
cofee conferences, meet various industry professionals, and even
get my Q-grader certicate along with Kerri Goodman, Owner
and Publisher of the magazine. Working under Kerri was a great
experience, and the knowledge and skills I acquired during that
time are invaluable. I had been working at the magazine for around
13 months when I read about the Ernesto Illy Masters in Cofee
Science and Economics, and just by reading the curriculum I
could tell this would be the perfect next step in my career (Ok
and maybe the part about living in Italy for ve-months had some
inuence too.)
It was just before the application deadline. I applied for one of
the scholarships the Ernesto Illy foundation provides for several
individuals from cofee producing countries. The Illy family
established the Ernesto Illy Foundation in 2008; and their motto
since then has been Cultivating and developing knowledge,
ethics, and sustainability. While the Masters program has a cost of
15,000; every year, the Foundation grants seven full scholarships
and two partial scholarships to graduates worldwide with an
education in Economics, Engineering, Sciences, Agriculture,
Business, and other similar disciplines.
A few weeks after sending in the application, I got the exciting
news that I had been awarded one of nine scholarships to go to
Trieste for this Masters program. The Ernesto Illy Masters staf was
immensely supportive in helping us arrange our stay and x all the
A Masters in Cofee
by Ashley Prentice
Photography by Giuliano Koren
Part 1
details regarding applications, living, and transportation during
our stay. So after various months of paperwork and getting things
ready, nally arriving in Trieste seemed unreal.
Only the Beginning
Orientation day began with a press conference held by Dr. Andrea
Illy, Ms. Ana Illy, and faculty of the other participatory Universities.
They welcomed us to Trieste, and explained in detail the program
to all of those present. In a nutshell, the Masters degree in Cofee
Science and Economics is a ve-month program, composed of
400 hours of lessons and divided into 20 educational modules,
covering cofee from crop to cup. Ultimately, all the graduates
will be obtaining 60 formative university credits, which are fully
recognized by the Italian university system.
After the press conference, our class was introduced to the faculty
staf, as well as to some company staf. The program began in
2011, meaning that we will be the third edition of the Ernesto
Illy Masters program. We are a diverse group with very distinct
backgrounds. Individuals from all over the world are partaking in
this program: Kenya, Tanzania, Ethiopia, India, Brazil, Colombia,
Costa Rica, Italy, Peru, Germany, Italy, and a couple of us from
Guatemala. Our class is comprised of 18 students, all with diferent
qualications in everything from Business Administration to
Biomedical Science.
It has only been a week, but so far, it has been a great and unique
experience. Classes have begun, and already, it is a very intense
program. On the rst day of classes, we immediately began with
the rst module: Cofee Genetics. A few of us with Business
and Marketing Degrees were worried that we would fall behind
because of our lack of preparation in this subject, but the teachers
have done a great job explaining the material and even covering
some basics so everybody would comprehend the concepts.
(Nonetheless, we will have to study a lot for our exams.) We also
began other courses such as Industrial processing; International
sourcing; and Botany & Plant Physiology, where we are learning
everything about plant cells, cell reproduction, and cofee plant
morphology.
Nevertheless, it looks like this will be an exceptional ve months,
and this is only the beginning of this journey in Italy. This will
be the rst of six monthly articles that I will be writing on my
experience during the program. There is plenty to mention about
this wonderful cross-cultural experience, our classes, and of course,
lots to mention about Cofee!
Ciao,
Ashley
15
16
February 2013
The Power of POS
by Richard Stein
R
unning a service
business is not easy:
margins are tight and
you can never be too efcient
or know too much about
your business. Sophisticated
POS (Point of Sale)
systems provide reporting
that helps owners and
operators become more
successful. Data is king, if
you know what to do with it. Modern
POS systems can also share insight into customer buying
habits and patterns, control inventory and operation costs, labor costs
and manage online reservations. For instance, many POS systems
are able to manage a customer list, says Robert Bethge of Perka.
Understanding who your best customers are, how frequently they visit
and how much they spend when they do purchase is vital to being
able to recognize, and reward, your most valuable customers.
In order to get a better understanding of POS systems and their
potential, we asked several experts in the industry a few questions for
operating a lucritive POS system for your business.
As powerful as a good POS is as a way to collect money, what are
other key tips for either generating more income or providing cost-
savings to operators? Duessa Holscher of Cofee Shop Manager ofers
this valuable tip: To generate more income, you need to focus on
selling more to your customers during each transaction, bringing your
customers back more often, or gaining new customers. Attention to
the customers habits is a must, because you can specialize on each
individual customers favorite beverages.
Speaking of individualized attention, social media is another good
way to reach out to people. David J. Gosman from pcAmerica says
to be social. More than ever, social sites like Pinterest, Twitter and
Facebook are inuencing how people make choices. Also, he advises
to incorporate Online and Mobile Ordering, which can occur through a
computer, tablet device or even a mobile phone, allows customers to
order in the fashion most convenient to them, meaning more business
for you.
How does a POS system reduce operational costs?
Sophisticated software can improve accuracy of orders and track
inventory to reduce waste. But the system itself costs money, and
owners should put its cost into consideration. A store owner should
evaluate the cost of ownership which would include the cost of the
system, setup, maintenance/service contracts and annual software
fees, says Glenn Deal of Casio America.
But, after installing a POS system, it should pay of when owners begin
to see more money as a result of added efciency. For instance, Jason
Richelson of ShopKeep, points out that if designed right, POS systems
automate all of your reporting, so merchants can look at their store
data in ways that are actually meaningful. Likewise, Jef Schaefer
of Vivonet says that tighter control of product being sold, discounts
being given, increased accountability and safeguards that come with
a POS system can sometimes pay for itself. Monitoring and managing
labor costs is also critical to your restaurants protability. The cost of
labor is the second-highest cost in the restaurant business. Modern
POS systems give owners the ability to develop a more comprehensive
strategy for managing labor costs with precise forecasting software in
real-time.
How can a POS system help increase store trafc?
People dont like to wait in lines; the longer a customer has to wait in
line, the less likely it is that they will return to the store. A good POS
system will move the lines quickly. They can increases order accuracy,
helps decrease wait time, and can provide digital signage which
creates entertainment for customers while informing them about your
products and promotional items, emphasizes Louise Casamento from
MICROS Systems. Additionally, Jason Richelson from ShopKeep POS
believes that having an efcient and simple point of sale system allows
cashiers to do more transactions than normal, keeping the line short
and the customers coming back.
Both Robert Bethge of Perka and Mike Spence of SelbySoft agree
that POS systems can also be used as marketing tools to increase
customers. As part of an integrated store management program,
owners and managers can use todays POS to understand day parts,
vist patterns, and which are top selling items. Online ordering and
reservations solutions that are integrated to a POS can prove to be
highly efective in helping to increase sales. Another way to increase
trafc is to impliment a happy hour program, if you own a liquor
license. This way, you will bring new customers who want to wet their
whistles, and hopefully will want to return.
Shannon Arnold from MaitreD ofers 7 Tips to build better prots with
a POS system:
Control food costs
Monitor and improve kitchen productivity
Reduce theft and shrinkage
Manage labor costs
Boost up-selling
Save back-ofce efort
Manage multiple locations more efectively
How does a POS system related to a loyalty program?
Loyalty programs are incentives for customers who are just that loyal
customers. It is a win-win situation. Retailers acquisition of information
relating to their customers spending habits, while the customer
receives discounts for their continued patronage. Where do POS
systems t into loyalty programs?
Robert Bethge at Perka extolls the virtues of our digital age. Digital
and mobile loyalty programs are increasingly popular in all types of
small businesses and local shops, he emphasizes. When a merchant
uses a mobile loyalty system that connects to customer smartphones,
its possible to not just count how many visits each customer makes,
but very specic information about how much they spend and when.
Robert advices that merchants should learn how regular customers
behave diferent than VIPs or just the occasional visitor. With loyalty
programs, again we see that data is king. Managers who use numbers
to make decisions really value having the actual purchase amounts
associated with a customer visit, he says.
Customers love reward programs and are increasingly growing to
expect them in their favorite shops and restaurants, explains Duessa
Holscher of Cofee Shop Manager. With a loyalty system thats
integrated to your POS, its easy to record specic transaction data.
As Jef Schaefer of Vivonet points out, a retailer can identify what
and when an individual customer purchased through that transactional
data. Integrating this buyer behavior into a loyalty program allows
restaurants to deploy ofers that will have much greater appeal in a
more targeted manner.
Shannon Arnold explains that some POS Systems ofer a built-in
integrated loyalty program. But, she warns, the challenge with a loyalty
program is ensuring that it contributes incremental sales and does not
discount sales that you would have gotten without a loyalty program.
By using POS data, you can gather more accurate information
including specic times of day.
What factors should be taken into account when selecting a POS?
Budget would probably be number one, says of Glenn Deal. Make
sure the systems you are evaluating meet your needs to run your
business efciently. David Gosman agrees with the idea of efciency
being priority: A good POS should ofer productivity tools that boost
efciency within the business. A POS system should also meet certain
criteria. Duessa Holscher thinks at it is critical that any system you
choose is PA-DSS certied for PCI Compliance, which means it handles
credit card data in an approved way. Jason Richelson suggests to do
your research and make sure that you can talk to your POS provider if
you have any questions. The last thing you want is to invest in a POS
system that stops working and you have no one to call and help you,
he advises. And Sean Connors emphasizes ROI (Return on Investment)
instead of PRICE. From a nancial standpoint, the buyer needs to
evaluate the potential ROI of the system instead of simply comparing
prices.
Adding a POS system can be pricey, but it can also lead to expanded
business and more revenue. Consider the following before installing
one into your store: Create a budget, identify your needs and know
your customers. Once you have made the right adjustments and
are ready to purchase a POS system, make sure you rst research
companies who sell them and request a demo. You can also nd
reviews online as well as other companies who use their systems. They
are powerful tools for rening your services as well as your bottom
line.
We were not able to include all point-of-sale and loyalty system
vendors and equipment vendors in this article, for a complete listing
please go to yellowpages.cofeetalk.com.
17
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COSTS AND CHALLENGES THAT COME
WITH A NEW POS SYSTEM?
Visit www.maitredpos.com to learn more about
MaitreD POS, or call 1-888-404-2662.
Download our FREE whitepaper
today to learn how to :
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18
February 2013
Marketi ng & Data as of January 2013
Coffee I ndustry
Marketi ng and
Soci al Medi a
Effecti veness
Adverti sers Per I ssue
Advertiser data was
taken directly from
the advertiser index of
each respective
publications most
recent available issue
on their website on
1/26/13. Issue dates
range from Jan/Feb
2013 Issue to
November 2012 issue.
Facebook Effecti veness
All data was pulled
from each respective
companys public
Facebook prole
within one 10 minute
period on January 26,
2013. Backup data
and info is available
upon request. Email
kerri@cofeetalk.com
for further details.
Total Advertisers in Most Recent Issue
CoffeeTalk
78
Tea & Coffee
36
Barista
39
Fresh Cup
53
Roast
63
SCR
13
People Talking on Facebook
CoffeeTalk 1,355
Barista 1,106
Roast 1,043
SCAA 670
Bunn 401
Roasters Guild 155
Fresh Cup 64
SCR 10
Tea & Coffee 1
90% 73% 69% 44% 26% 10% .04% .006% .0006%
Facebook Likes as of January 2013 CoffeeTalk
21,977
SCAA
15,671
Barista
13,807
Bunn
6,721
Fresh Cup
3,750
Roast
7,229
Roasters Guild
3,496
SCR
727
TeA & Coffee
108
Social Media Madness
H
ow many friends do you have? Do you Tweet regularly? What about
Yelp? And when was the last time you Pinned an image? If you are
scratching your head about now, its time for Social Media 101.
But wait! Isnt social media about selling to consumers you ask? Remember,
every business person to whom you sell is also a consumer! And, according
to the Edelman Trust Barometer 2012 Report
1
, businesses must broaden their
denition of leadership to execute on both the fundamentals of prot and
societal good. 2012 brought an unprecedented nine-point decline in trust in
government, the report goes on to say. And As government ofcials are being
seen as less credible, so are CEOs. More and more people are turning to their
peers. A person like me has re-emerged as one of the three most credible
spokespeople with its biggest increase in credibility since 2004.
B2C vs B2B
So how do you use
Social Media for your
business? Simply put,
business today is all
about relationships.
Social Media gives
businesses large
and small an even
playing eld to
build connections
and customer
loyalty. Facebook
is particularly useful to listen to your customers needs, create trust, establish
authority, and connect on a more personal level while remaining consistent
with your brand. You can also use it to build new leads and even check out your
competition.
Social Media makes us real to our customers. But remember, if you want
people to follow you and/or your company, you must go beyond the latest
product news and share your personality with them.
What is Social Media?
According to Wikipedia, refers to the means of interactions among people
in which they create, share, exchange contents among themselves in virtual
communities and networks. The most used and well-known examples include
Facebook, Twitter, Pinterest, YouTube, LinkedIn and Google+. However there
are dozens of Social Media sites and tools out there with millions of users.
Though this list is not comprehensive, here is a list of the most popular with the
number of users as of January 30, 2013 from (where else) the internet
2
!
- 1.06 Billion - Monthly Active Facebook Users
- 800 Million - YouTube Users (4 Billion Views per Day)
- 500 Million - Total Twitter Users (200 Million Active Users)
- 400 Million - Registered Google+ Users
- 280 Million - Skype Users
- 200 Million - LinkedIn Users
- 100 Million+ - Dropbox Users
- 90 Million - Instagram Users
Other SM Fast Facts:
- More people have digital identities than passports
- Asia now has surpassed Europe in Facebook users (278 million vs. 251
million)
- The Google+ button is used 5 billion times per day
- Student is the number one occupation of Google+ users
- 48 percent of Fortune Global 100 companies use Google+
- LinkedIn has 2 new signups per second
- 175 million Tweets are sent daily
- 4 billion hours of video are watched monthly on YouTube
- 51% of people aged 2534 used social networking in the ofce, more than
any other age group
- People continue to spend more time on social networks than any other
category of sites20% of their time spent on PCs and 30% of their mobile
time
- Social Media has overtaken pornography as the No. 1 activity on the web
- The popularity of various social networks will change but the desire to
communicate within a social network will not
- With growing skepticism, repetition has become even more important to
establish trust and credibility
So what does all of this mean to you and your business? The time has come to
rmly establish your companys online identity. With that in mind, here are the
top questions marketers are (or should be) asking
3
:
How do I measure the ROI of my social media marketing?
How do I fnd my target audience with social media?
What are the best ways to engage my audience?
How do I sell with social media?
How should I best use my time to maximize my social media results?
How do I create a social media strategy?
What social media tactics are the most efective?
What are the best social media management tools?
How much time is required to maintain an efective social media campaign?
Where can I fnd the answer to these questions?
Watch for our series on Social Media Tools for Success in future issues!
1
Edelman Trust Barometer 2012 Report - http://trust.edelman.com/
2
http://expandedramblings.com/index.php/
resource-how-many-people-use-the-top-social-media/
3
http://www.socialmediaexaminer.com/report/
by Kerri Goodman-Small
8 2012 | Tr ust Bar omet er
Social Media Surges as Skepticism Rises
New media sees biggest rise in trust, jumping by 75 percent
This years Barometer once again
looks at the number of times peo-
ple need to hear something to be-
lieve it. Against the backdrop of in-
creased skepticism, 63 percent say
between three and ve times (gure
12), which represents a four-point up-
tick over last year. In Japan, which
now sits second from the bottom of
the Trust Index, the number is 82 per-
cent (see page 2 for the Trust Index).
While traditional media sources are still
the most trusted, the diversication of
trusted media sources continues. In
fact, social media, which consists of
social networking sites, content-shar-
ing sites, blogs, and microblogging
sites, saw the biggest percentage in-
crease (75 percent) in trust among me-
dia sources (gure 13). Online multiple
sources, made up of search engines
and news/RSS feeds also saw a jump
of 18 percent.
In the U.S., trust in all media sourc-
es rose, with major jumps in the per-
ceived trustworthiness of television,
radio, and newspapers as sources of
information about a company (by 23,
13, and 11 points, respectively). In the
U.K., those same sources increased
by 25, 17, and 17 points, respectively.
By contrast, in France and Germany,
trust in television news and newspa-
pers fell by ten or more points.
China saw double-digit decreases in
television as a trusted source, plunging
from 74 to 43 percent. Newspapers in
that country didnt fare well either (down
by 20 points to 34 percent). But trust in
social media jumped: micro-blogging
sites and social-networking sites went
from virtual distrust at just one percent
each to being greatly trusted by a quar-
ter (25 percent) and 21 percent, respec-
tively a likely reection of the rapid
growth in social media usage within Chi-
na. At the end of 2010, Weibo (the Twit-
ter equivalent) had 60 million users. By
the end of 2011, 310 million users were
on Weibo, which broke major news sto-
ries, including the corruption of the Red
Cross and a high-speed train crash.
Figure 12: Skepticism requires repetition
How many times in general do you
need to hear something about a
specific company to believe that
information is likely to be true?
Figure 13: People now trusting multiple media sources
How much do you trust each of the following places as a source of information about a company?
Informed Publics ages 25-64 in 25 countries
Trust a Great Deal; Informed Publics ages 25-64 in 20 countries
35% THREE TIMES (3)
28%
FOUR OR FIVE TIMES (4-5)
6%
SIX TO NINE TIMES (6-9)
13%
TEN OR MORE TIMES (10+)
63% THREE TO FIVE TIMES
14% TWICE (2)
5% ONCE (1)
29%
32%
22%
26%
8%
14%
13%
16%
+23%
+75%
+18%
+10%
CORPORATE SOCIAL MEDIA TRADITIONAL ONLINE MULTIPLE SOURCES
2011 2012
19
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20
February 2013
Retailer / Roaster Profile:
A Taste of Italy in San Diego
Cafe Barbera
Hillcrest, 3614 5th Avenue,
San Diego, CA
(949) 735-5760
www.cafebarberausa.com
Phillip Arcidiacono
phila@cafebarberausa.com
I
have never been to Italy, so it was exciting to prepare this article
on the very rst US store by the Italian cofee company Cafe
Barbera and its American partner Cafe Barbera USA. Started
by Domenico Barbera in 1870 in Messina, Italy, Cafe Barbera is
now spreading across 5 continents and about 30 countries. Phillip
Arcidiacono is here with us today - co-owner of American caf.
Lets see what he says:
V. How did the caf here in the U.S. come to exist?
A. Hi Max! Well, we opened this one in June, mostly as a concept
store to determine whats going to work, and whats not going to
work because the style of our store is very Italian nice tabletops,
comfortable chairs, elegant but also casual at the same time. Hill
Crest, San Diego is an area that I would say is more neighborhood
friendly than it is commercial friendly. We are around many great
restaurants and great little local businesses, which means that
there are tons of customers who are ecstatic about the quality
and the avor of the cofee. I think what really does it for us and
is helping us with our business is the fact that we are roasters.
We know cofee, we have been roasting it for over 140 years, so
we are 5 generations of cofee roasters, and it is still held by the
same family and managed in a very close way. The cofee is just
fabulous.

V. I can feel a classy and traditional atmosphere in this store.
How did the American market react to your concept?
A. All of our cafes around the world are usually really beautiful.
With this caf here in the U.S., initially it was very hard to see
inside and it felt closed in, so we broke the front of the building
down and put in all glass. It seemed like the elegant look was a
little bit much at the beginning, but once people got in and saw
how comfortable and relaxed the setting was with Italian music
in the background, they became really comfortable and made us
their little destination. They like to come in and sit down, use Wi-Fi
and enjoy cofee. What makes us very diferent is that we serve in
porcelain we want the customer to enjoy a true experience. This
is how we do it in Italy. There are a lot of Italians in San Diego, and
many of them drive for 20-30 miles from around the city just to
have an espresso from us.

V. For those of us who have never had an authentic Italian cofee
experience could you tell me more about the diference between
an average American shop and yours?
A. The biggest diference for us is that we always want the
customer to sit down and enjoy the cofee served in porcelain, the
customers like that. We also ask the customer to watch us make
the cofee. If they come to the counter, they can see the cofee
being made, and our baristas do a very nice job in explaining what
is happening starting from the extraction process all the way
to the presentation. They like to watch us. It is very much a show
to some degree, but it is also an example of the way it is done in
Italy and that bonds the customers to us. Also, another important
aspect is that when someone orders something other than
espresso, for example a cappuccino, we take care to make sure that
when you taste the cappuccino you taste the cofee in your drink
rst without the need to dig through all the cream and ending up
with a moustache before you get to actual cofee. It is all about the
right way of preparing it.
V. What kind of customers do you get?
A. We get the full spectrum from teenagers up to the elderly. A
lot of business people that work in the area are coming in now,
not only for their cofee in the morning, but also for their midday
cofees, sandwiches and salads.

V. What kind of food do you serve?
A. Everything is prepared fresh and all done in the store except
pastries. We try to prepare our food in the traditional Italian style.
So, ham and cheese for example, it is not just a regular ham - its
Italian ham and good provolone cheese. All of our croissants come
from the best bakery in San Diego.
V. As the quality of cofee and skills of roasters and baristas
increase, it seems as if the American market is also warming up to
the idea of drinking more and more of straight espresso without
the need for milky additives, are you also trying to promote
straight espresso?
A. Yup, some people cringe remembering their experiences with
espresso because they are used to tasting something that is bitter
with a strong smell. However, we blend diferent beans: each type
of beans are roasted separately then we put our blend together.
So the blend is more traditionally Italian caramel-like in color and
very smooth taste no bitterness whatsoever. When you taste our
cofee it goes around the tongue and then it reaches the tongues
back side where the avor really gets absorbed and it is very
pleasant. You love the aftertaste.
V. What is the next step for Cafe Barberas US conquest?
A. We are currently putting all our franchise documentation in
place, and we plan on opening hundreds of places in the US in the
next couple of years. Right now, we are just very excited to have
opened the rst store and have started sharing the cofee with our
customers. We are also starting a large distribution business, and
we already got quite a few cafes around San Diego that are using
our cofee and just loving it.
by Maxim Vershinin
Photography by
J. Katarzyna Woronowicz/J. Kat Photo, Inc.
21
SEE US AT
COFFEEFEST
NYC
BOOTH #909
22
February 2013
Whats Your Legacy
in Cofee Going to Be?
Raising a Glass to Ted Lingle
O
ne of the early adopters of the idea to view Specialty
Cofee as a separate segment of the cofee industry was
Ted Lingle. It could be argued that he was one of the most
inuential people in driving the industry forward. He has created
a legacy of changing the cofee industry for the better. Ted is
retiring and it seems appropriate to examine his legacy and how he
has inuenced all of us that still have a few years before our own
retirement.
Cofee is rich in history. Since its discovery in Africa, it has
appealed to us on many levels. To some it is just a morning x,
necessary to start the day. To others it is a moving experience with
roots in exotic lands that creates a link to our own lives. Hundreds
of years of cultivation, research and consumption variations make
it an important part of almost every culture.
Specialty cofee is new. It has been just a few decades since Erna
Knutsen coined the term Specialty Cofee and a small group of
folks started to change our focus on the product. They told us that
cofee does not have to be just a consumption product. It can also
be a quality product. In just a few short years, an industry was born
and we operate in that world now. It is an industry view that has a
rm belief that if you improve the quality of a product there will be
a market prepared to pay more for it. If the market pays more, then
the entire supply chain will benet.
Teds path to quality cofee started in the family business. Lingle
Brothers, started by his grandfather in 1920, saw Ted working in it
for 20 years. His prominence in the industry carried him to senior
levels of industry organizations. This made him a natural choice
to be the founding co-chair of the SCAA. In his role at SCAA, he
drove technical research to help quantify and identify quality in
cofee. He wrote The Cofee Cuppers Handbook and followed
it with The Cofee Brewing Handbook. He drove innovations in
evaluation science all in pursuit of enhancing the supply chain from
grower to roaster to retailer.
The body of research required addition resources to move forward
including staf, volunteers and grant money. Cofee Quality
Institute was formed under his watch as Executive Director at
SCAA. Ted would later leave his post at SCAA to become the
Executive Director of CQI. Many that know Ted thought this was a
terric move for him as he truly enjoys the nuts and bolts of cofee
science and he saw a potential to really start changing the cofee
world.
At CQI Ted created the Q cofee system whereby well trained and
calibrated cuppers could accurately identify, and quantify, the
attributes of cofee. By training cuppers from farms to retail stores
a common language of quality arose. This lessened the ambiguity
and frustration of discussions in the supply chain. A formal system
of calibrating cuppers was developed. A person could be taught
this system and if they passed a series of 22 tests became a
certied Q-Grader.
The set of services ofered by CQI were all designed to increase
quality in the supply chain and be able to quantify that
improvement objectively. Over and over it has been proven now
that quality improves sales prices for each member of the supply
chain. Much of the improvements were taught by CQI and veried
by Q-Graders in the cup. The number of Q-Graders in the market
now numbers over 2000!
R-Grader
The Q-program was so successful that it is being given a makeover
for Robusta cofee. Sales of Robusta tend to be a bulk blend of
cofee where quality is more of an accident than on purpose. Some
farmers however choose to patio dry their cofee and hold them
as small lots. Some of this cofee is quite wonderful and deserves
more study. It has already been proven at specialty cofee auctions
that quality in Robusta garners a super-premium. Ted has been
putting a ton of energy into this and it will keep him busy in his
retirement continuing to improve this new ofering.
Q 4.0
The latest step to improve the Q program at CQI is by creating
version 4.0 of the course. This is another project that has Ted
working in his retirement to nish the remaining details. It is a
vastly improved rewrite of the Q-Grader certication class in that it
focuses on teaching students critical control points of quality and
how to improve them. This version should be out in April before
the SCAA Conference in Boston. It really pushes the training to the
next level by utilizing best practices created by Q-Instructors in the
eld. The training modules are getting more sophisticated and the
tests are being revamped to better reect the skills needed in the
marketplace.
His Legacy
Ted was asked, When you look back at your career in cofee, is
there one thing that stands out as being the thing you were most
proud of? His answer was, I think it would have to be the creation
of the cofee avor wheel. He explained that the body of work
that went into that poster that most of us have hanging in our
businesses somewhere set the development stage for a great deal
of the Q-Grader program. It analyzes tastes, aromas, and defects
and puts them into categories that help discover their origins.
It is even color coded to show how aromas, tastes, and defects
intersect each other and gives names to them. Many people have
seen it but few have any ability to articulate its signicance. It is
good to see that SCAA is creating a class specic to the wheel so
us mere cofee mortals can understand its complexity. When you
are done with this article, go look at that poster on the wall and
see if you can nd deeper meaning. (Then go take the class!)
Ted will be remembered for a vast number of contributions to the
industry including some he is still working on completing. He has
left a mark on the world and has indeed changed the lives of those
in the cofee industry for the better.
Your Legacy
So, what are you going to do today, this year, and the rest of your
career until you retire to improve the cofee world? Like Ted, you
should not be doing it to become famous, but by following your
passion you may become infamous. Strive today to become a
great cofee citizen and make your mark.
Ted, we raise our glass to you! We owe you a full container load
of 90+ gratitude. May you have great cofee wherever retirement
leads you! Cheers!
Rocky can be reached at rocky@INTLcofeeConsulting.com
by Rocky Rhodes
Photo by Trish Rothgeb
23
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(877) 263-1276
diedrichroasters.com
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February 2013
NewsBites
TEA CONTROL 0.4 - Finum
The Good Design awarded
Tea Control 0.4 is a
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Its brew-stop lter basket is made of
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appearance, functionality, durability and
dishwasher safety. The stainless-steel knob
on the lid completes the exquisite design.
A turn of the lid slows the brewing process
keeping the taste uncompromising.
Tea Control 0.4 won the Good Design
Award 2010 (Chicago Athenaeum) and
was nominated for German Design Price
(Designpreis Deutschland 2012). For more
information, visit www.num.com
Latest MaitreD Release Ofers Tools to
Boost Protability
With the past few years
being marked by a
tough economy and
modest sales growth,
businesses face an
economic recession
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latest version of MaitreD EPOS Software
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with the softwares perpetual real-time
inventory management capabilities and
intelligent reporting services, restaurants
gain greater nancial control and the
accountability they need to make their
mark in the restaurant space this year. For
more information visit
www.posera.com.
Weldon Flavorings ofers 1 oz Sampler
bottles for Valentines!!
Weldon Flavorings is now
ofering their unsweetened
Cofee and Tea Flavorings
in 1 oz sample sized
bottles for Valentines.
Customers can choose
for their special Sweetheart a 4 pack or 8
pack sampler. Weldons Cofee Flavorings
come in 12 avors and the Iced Tea/
Water Flavorings come in 6 avors with
the addition of 2 new avors, Blueberry
and Mint. This sample sized bottle allows
cofee and tea lovers the chance to
sample a variety of these avorings before
ordering the larger pump bottles. They
make a perfect gift for your on the go
Sweetheart since they are small enough
to be carried in your pocket or purse. All
of Weldon Flavorings are sugar free, as
well as free of any articial sweeteners,
creamers, powders, and syrups. Because
these pure liquid avorings are not pre-
sweetened, each cofee or tea beverage
can be made unsweetened or sweetened
to each individuals taste. They are also
non-allergenic and gluten free. Weldon
Cofee & Iced Tea/Water Flavorings
can be purchased online at www.
WeldonFlavorings.com. For additional
product information, contact Weldon
Flavorings at info@weldonavorings.com
or (502) 797-2937.
NCA 2013 Convention: Added Sessions,
More Conrmed Speakers
The NCAs 102nd Convention
has moved west to San
Francisco and the iconic
Palace Hotel, a landmark
property in downtown San
Francisco. Well-known for its
exceptional standard of hospitality and as
a world-class destination for international
conferences, the Palace features such
timeless creations as its Garden Courts
stained glass dome and the 1909 Maxeld
Parrish mural of The Pied Piper of Hamlin
located in the Pied Piper Bar and Grill. As
always, the 2013 Convention will feature
a strong educational program, numerous
opportunities for networking and plenty
of fun for all. For those who have attended
in the past and others contemplating
attending for the rst time the NCA
annual Convention is the cofee industrys
premier annual event. You will not want to
miss it! For more information, visit www.
ncausa.org.
Fourteen Eastern Cofeehouses Shooting
For Americas Best Title
Fourteen cofeehouses from the eastern
United States have been chosen for the
30-day, preliminary round of the DaVinci
Gourmet, Americas Best Cofeehouse
Competition. During the eld qualication
period, each cofeehouse will undergo an
assessment by secret shoppers to be rated
on customer service, drink quality, store
cleanliness, atmosphere, and ambiance.
Additionally, an anticipated 15,000 votes
from cofeehouse patrons and fans
will be collected. The combination of
voting results and secret shopper scores
will determine seven seminalists to
compete for the title at Cofee Fest New
York, March 8-10, 2013. The video and
photo submissions from the competing
cofeehouses as well as the voting form are
available online at cofeefest.com. Voting
will be open until midnight, February 13th.
We encourage you to show your support
for your favorite.
OLAM launches improved website
Olam Specialty Cofee launched a new
eCommerce enabled website to bring more
convenience and transparency to green
cofee procurement. On the website,
www.olamspecialtycofee.com, roasters
can create orders, whether it is a pallet
with 6 diferent cofees or full containers,
and then receive an instant price quote.
One other perk is that roasters can request
samples for any available cofee. On the
other end of the chain, producers that
work with Olam will eventually be able to
create proles on their forward cofees
and update FOB diferentials as the market
adjusts. This will allow roasters to easily
see real-time prices (that include shipping
to their preferred warehouse) and then
book forward orders for specialty cofees
currently on the tree, whether they want
one bag or multiple containers. Visit www.
olamspecialtycofee.com and have a look!
ShopKeep POS iPad Mini Register Helps
Merchants Move Through Lines Faster
ShopKeep POS, the simplest way to make
smarter business decisions, announced the
launch of its new iPad mini register to help
improve merchant operations. The new
feature is a breakthrough in POS system
technology. Designed to dramatically
reduce wait times and enhance efciency,
the ShopKeep POS iPad mini uses the
MagTek uDynamo credit card swiper
and allows merchants to take orders from
customers right as they walk in the store.
The cashier can go down the line ringing
up orders, accepting credit cards for
payment, printing them to the kitchen, and
emailing receipts to customers. Customers
can go straight to the pick-up counter
for their order. Priced at $49/month,
the ShopKeep POS iPad mini register
is a remarkable breakthrough for small
business and quick-serve restaurants that
grapple with long lines especially during
morning rush hour and lunchtime. Sign up
now and start ringing up sales in minutes
at http://www.shopkeep.com or call us
today at 800-820-9814.
UBC NYC Challenger Invitation
Would you like to attend the New York
City Barista Challenge in this Ultimate
East Coast barista event? This is the only
Dueling Barista format in the world and
is now in 5 countries. The UBC started
in 2005 & also has 3 shows in the USA;
NYC, California & Florida. The New York
event will take place at the International
Restaurant & Foodservice Show of New
York, Sunday, March 3 Tuesday, March
5, 2013 at the Jacob Javits Convention
Center, Manhattan, NYC. Challenger
Calibration & Practice Sessions held prior
to competitions will be at 8:30 am on
each day prior to the opening of the show.
The UBC has 3 challenge categories this
year; Latte Art (it must taste as good as
it looks!), Espresso Frappe (cold blended
espresso & other ingredients) and the
Best of Brew Challenge (Pourover - Cofee
straight up!). Contact Danny Johns at: / Tel:
503.232.1016. For general information go
to
www.ultimatebaristachallenge.com or
www.internationalrestaurantny.com.
Cup Of Excellence First Time Entry Wins
Jesimar de Oliveira Sandi
walked away with the top prize
for the Brazil Late Harvest
(Naturals) Cup of Excellence
competition. Never having
entered the contest before, he
was overwhelmed to be named
the rst place among the 22 winners at the
recent celebration held in Varghina, Brazil.
His nal score of 92.13 ranked him almost
2 points over the next contender. Sweet
notes of caramel, honey and brown sugar
with fruity notes of stone fruits, raisins,
wine, berries and tamarind dominated the
avor descriptors for the 22 winners. The
highest quality naturals have very creamy
body and these were no exception. All
22 of these unique Brazil winning cofees
will be auctioned to the highest bidder on
March 14th, 2013 on the new Alliance for
Cofee Excellence website. To register for
samples of the incredible winning cofees
and renew or sign up for your complete
2013 membership, log on to
www.allinaceforcofeeexcellence.org.
For more information log in to
www.allianceforcofeeexcellence.org or call
Jon Lewis at 406-542-3509.
25
1-800-652-5282 www.KMOcoffee.com
Visit us at Coffee Fest NY 2013 Booth #1105
100% Customer Satisfaction.
Guaranteed.
100+ Straights & Blends 250+ Flavors
Organic Fair Trade Espresso
Private Labeling Custom Roast Proles
KMOsmile1-13.indd 1 1/31/13 9:55 AM
26
February 2013
Rocket Man continues its growth
Rocket Man
Equipment, the most
recognized leader in
portable backpack
beverage dispensers,
continues to
widen its product distribution globally.
With the new Fair Trade Agreement with
Colombia, and the United States, Rocket
Man is now able to sell its products in Latin
America more competitively. Rocket Man
is perfect for new store openings, of-site
promotion, new product introductions, and
many other fun and exciting uses. These
custom identied backpack style beverage
dispensers keep cold beverages cool and
hot beverages hot delivering the highest
quality products with condence and
excitement. For more information contact
Rocket Man at
www.rocketman.com or email them at
sales@rocketman.com.
Vitamix The Quiet One
The Quiet One is a powerful, premium
blender designed to create a more
enjoyable customer environment and
atmosphere for cofee shops,
high-end bars or front-of-the-
house-establishments. The
machine provides exceptional
blending capabilities for a
consistently superior product,
signicantly improved speed of
service and unparalleled sound
reductionup to four times quieter than
any other commercial blender. Six function
settings with 34 optimized programs
consistently prepare countless blends with
absolute precision, allowing operators the
ability to deliver a wide variety of perfectly
blended beverages to their customers,
including signature drinks, smoothies and
blended cofees. For more information on
The Quiet One visit www.vitamix.com or
call 1-800-4DRINK4.
Scott Reed Joins Walker Cofee Trading
Walker Cofee is proud to welcome Scott
Reed as a member to its team.
Scott began his cofee adventures 20
years ago, serving cofee at PJs Cofee
in New Orleans. Since then he has done
everything from cafe and QC management,
to roasting, green cofee buying, green
cofee trading and quality
consulting. He has written
for numerous industry
publications and given many
presentations at trade shows.
He has travelled extensively
to producing countries
and has been a judge at
several international cupping
competitions. Besides being
an avid cupper, Scott places
high value on developing and maintaining
the relationships that make our business so
unique. Scotts knowledge and history are
an excellent complement to the companys
culture and business. Walker Cofee is a
family owned business that values people
for who they are and helps them use
their talents in the best way possible. The
commitment to our customers of providing
excellent service and delivering top quality
green cofees is what sets us apart. Scott
will work from his home/ofce in New
Orleans and can be contacted there on his
cell phone: (504)582-2264 or by e-mail;
scott@walkercofee.com. Walker Cofee
Trading can be found on the internet at
www.walkercofee.com.
NewsBites
Please be sure to visit these CofeeTalk Advertisers at Cofee Fest
Add a Scoop by Smoothie Essentials
Supplement-Boosts Booth 416
(415) 382-6535 www.smoothieessentials.com
NEED A BOOST? 18 Unique
Powdered Boosts Healthy
Blended Beverages = Healthy
Prots
See Our Ad On Page # 28
Big Train Booth 300
(800) 244-8724 www.bigtrain.com
The foodservice market leader in
Blended Ice Cofee and Chai beverage
mixes, Big Trains product portfolio now
includes over 200 diverse products, the
most complete in the industry.
BriteVision Booth 909
(415) 374-8119 www.britevision.com
BriteVision provides
colorful, eco-friendly cup
sleeves. Come by our booth
to learn how to grow sales or build your brand and
image through cup sleeve marketing!
Cappuccine Booth 204
(800) 511-3127 www.cappuccine.net
Cappuccine rst invented
the all-in-one powdered
frappe mix nearly 20
years ago and now ofers
over 25 unique avors.
Our award-winning frappe mixes can be used as
stand-alone avors or base mixes to blend the
richest, most delicious frappe drinks.
Cofee Fest Booth 90
(800) 232-0083
www.cofeefest.com
Cofee Fest Trade Shows, classes,
workshops, competitions and networking
events have been driving the specialty
cofee industry since 1992. For the best
value, classes, workshops, networking events and
competitions, mark you calendar and we will see
you at Cofee Fest.
Cofee Shop Manager Booth 304
(800) 750-3947 www.cofeeshopmanager.com
Cofee Shop Manager Point-of-Sale
is designed specically for cofee
shops. Great features including tablets,
integrated online and mobile ordering,
self-serve kiosks, and no-fee pre-paid
cards and loyalty make CSM the perfect business
partner for your shop.
CofeeTalk Media Booth 501
(206) 686-7378 www.cofeetalk.com
CofeeTalk Media has
been considered a bible
of the industry since
1994. We proudly deliver our readers with the
latest industry news, trends, and products through
our diferent products: Cofeetalk Magazine, Daily
Dose e-newsletter, and SCAA 2012 Award winner
CofeeTalk Press.
Curtis Booth 1016
(800) 421-6150 www.wilburcurtis.com
Since 1941, Curtis has remained a
family-owned business committed
to the principles of innovation,
quality and superior craftsmanship
in gourmet cofee, tea and specialty beverage
systems.
Global Customized Water Booth 817
(805) 484-1589 www.globalcustomizedwater.com
Global Customized Water , developer
of formulation water for cofee and tea;
the premier water treatment provider
to the specialty beverage industry now
30 years strong. The Formula?, used
in homes, commercial applications, by SCAA, US
Barista Competitions, World Tea Expo, Cofee Fest
and top Cofee Chains in the World.
Java Jacket Booth 1001
(800) 208-4128 www.javajacket.com
The Original Green Cofee
Sleeve. Comes in 100%
Recycled Natural Kraft or
White. Can be custom printed with your design.
Kafe Magnum Opus, Inc. Booth 1103
(800) 652-5282 www.kmocofee.com
Kafe Magnum Opus, specialty
cofee roaster since 1991.
Our talented artisan roasters are committed to
achieving excellence - every order, every day.
100% Customer Satisfaction. Guaranteed.
Perka Inc. Booth 1108
(503) 427-1377 www.getperka.com
Perka is a mobile app for
neighborhood merchants
thats as fast and familiar
as an old-fashioned paper
punch card. Reward regular customers with custom
perks, learn their buying behavior, and get to know
them by name.
ShopKeep POS Booth 1109
(800) 820-9814 www.shopkeep.com
The simplest way to
make smarter business
decisions.
Stalkmarket Products Booth 1009
(Asean Corporation)
(503) 295-4977 www.stalkmarketproducts.com
Stalkmarket is the leading
supplier of 100% compostable
plant-based cofee cups, lids,
tableware, cutlery and food
packaging. "Simple
Elegance - 100% Compostable - Its all we
do!"
Vessel Drinkware Booth 110
(855) 883-7735 www.vesseldrinkware.com
Vessel Drinkware, Inc is a
supplier of branded Drinkware
to independent retailers
throughout the U.S. and
Canada. Please visit us at www.vesseldrinkware.
com, or call (206) 763-0366
Walker Cofee Trading Company Booth 822
(713) 780-7050 www.walkercofee.com
Shop around for your beans! Visit
www.walkercofee.com to see
our green cofee ofering lists.
Our reputation stands out for
our great quality of beans and
excellent customer service.
White Cofee Corp. Booth 613
(800) 221-0140 www.whitecofee.com
Exclusive roaster Kahlua/Rocky
Mountain cofees, Colombian
Primaveral Estate. Fair Trade/
Organic/NSF certied. Customized
blends and packaging. Entenmanns
and Juniors. 70+ years experience.
Foodservice and retail options.

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27
REGISTER TO ATTEND, COMPETE OR EXHIBIT @ COFFEEFEST.COM
OR CALL 800-232-0083
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28
February 2013
Add a Scoop
Supplement-Boosts
Add a Scoop
Supplement-Boosts
Call today and let Add a Scoop by Smoothie Essentials
help boost your profits and increase customers.
415.382.6535 | www.AddaScoop.com
KOSHER, US VEGETARIAN, & NON-GMO
From Antioxidants to Womens Boost
add a scoop of supplement boosts to
smoothies, frappes and oatmeal.
Generate more profits and better yet
more smiles from your customers.
Company .................................................................................................. Phone .................................... Web .................................................................. Page .............. Cofee Fest Booth#
Add a Scoop by Smoothie Essentials Supplement-Boosts ...................(415) 382-6535 ......................... www.smoothieessentials.com .........................28 ....................................................... 416
Agtron ........................................................................................................................(775) 850-4600 ....................... www.agtron.net ....................................................30
Big Train .....................................................................................................................(800) 244-8724 ....................... www.bigtrain.com ................................................11........................................................ 300
Blendtec .....................................................................................................................(800) 253-6383 ....................... www.com mercial.blendtec.com ....................5
BriteVision .................................................................................................................(415) 374-8119 ........................... www.britevision.com ..........................................21....................................................... 909
Cappuccine ...............................................................................................................(800) 511-3127 ........................... www.cappuccine.net ..........................................13 .......................................................204
Cofee and Tea Festival NYC .............................................................................(631) 940-7290 ........................ www.cofeeandteafestival.com ......................29
Cofee Fest ...............................................................................................................(800) 232-0083 ...................... www.cofeefest.com ...........................................27 ......................................................... 90
Cofee Shop Manager ...........................................................................................(800) 750-3947 ....................... www.cofeeshopmanager.com .......................21........................................................304
CofeeNetwork.com .............................................................................................(305) 925-4822 ....................... www.cofeenetwork.com ..................................29
Costellinis .................................................................................................................(877) 889-1866 ......................... www.costellinis.com ............................................29
CupBarn .....................................................................................................................(855) 428-7766 ........................ www.cupbarn.com ..............................................23
Curtis ...........................................................................................................................(800) 421-6150 ......................... www.wilburcurtis.com ........................................19 ...................................................... 1016
Daterra Cofee .........................................................................................................(330) 941-2555......................... www.daterracofee.com.br ...............................25
Diedrich Manufacturing, Inc. ..............................................................................(208) 263-1276 ......................... www.diedrichroasters.com ...............................23
Eagle Web Press .....................................................................................................(800) 800-7980 ...................... www.eaglewebpress.com .................................27
Espresso Me Services ...........................................................................................(360) 213-0715 ......................... www.espressomeservice.com .........................29, 30
Finum by Riensch & Held GmbH & Co. KG ...................................................+49 (40) 734240 .................... www.num.com ....................................................7
Follett Corporation ................................................................................................(610) 252-7301 .......................... www.follettice.com ..............................................30
Fres-co System USA, Inc. ....................................................................................(215) 721-4600 ......................... www.fresco.com ...................................................23
Global Customized Water ...................................................................................(805) 484-1589 ........................ www.globalcustomizedwater.com ................29, 30 ................................................ 817
GoodDrinks ...............................................................................................................(800) 877-3811.......................... www.getgooddrinks.com ..................................6
Grounds for Health ................................................................................................(802) 241-4146 ......................... www.groundsforhealth.org ..............................29, 30
International Cofee Consulting .......................................................................(818) 347-1378 .......................... www.intlcofeeconsulting.com .......................28
Java Jacket ...............................................................................................................(800) 208-4128 ........................ www.javajacket.com ...........................................25, 30 .............................................. 1001
Kafe Magnum Opus, Inc. ....................................................................................(800) 652-5282 ....................... www.kmocofee.com ..........................................25...................................................... 1103
Knutsen Cofees, Ltd. ...........................................................................................(800) 231-7764 ........................ www.knutsencofees.com .................................30
MaitreD by Posera Software .............................................................................(888) 404-2662 ....................... www.maitredpos.com ........................................17
Manitowic Ice ...........................................................................................................(800) 545-5720 ....................... www.manitowocice.com ...................................19
Mother Parkers Tea & Cofee .............................................................................(800) 387-9398 ....................... www.realcup.com ................................................15
National Cofee Association of the U.S.A. ....................................................(212) 766-4007 ........................ www.ncausa.org ....................................................29
Orleans Cofee Exchange ...................................................................................(800) 344-7922 ....................... www.orleanscofee.com ....................................27
Pack Plus Converting ............................................................................................(909) 902-9929 ....................... www.packplus.com .............................................29
Perka Inc. ...................................................................................................................(503) 427-1377 ......................... www.getperka.com .............................................17 ....................................................... 1108
Plitek ...........................................................................................................................(847) 827-6680........................ www.plitek.com ....................................................15
Pod Pack International, LTD. ..............................................................................(225) 752-1160 .......................... www.podpack.com .............................................23
Rift Valley Trading LLC .........................................................................................(310) 356-6626 ........................ www.riftvalleytrading.com ...............................21
Rocket Man Equipment .......................................................................................(800) 921-0199 ......................... www.rocketman.com ..........................................28
Scolari Engineering S.p.A./Texpak Inc. ..........................................................(856) 988-5533 ........................ www.scolarieng.com ..........................................32
Service Ideas, Inc....................................................................................................(800) 328-4493 ....................... www.serviceideas.com ......................................30
ShopKeep POS ........................................................................................................(800) 820-9814 ....................... www.shopkeep.com ............................................3 ........................................................ 1109
Stalkmarket Products (Asean Corporation) ................................................(503) 295-4977 ........................ www.stalkmarketproducts.com .....................2, 30 ...............................................1009
The Dynamik Group ..............................................................................................(206) 686-2525 ....................... www.dynamikspace.com ..................................29
The Truvia Company LLC ....................................................................................(855) 855-2362 ........................ www.truvia.com/foodservice ..........................9
Tightpac America inc. ..........................................................................................(888) 428-4448 ....................... www.tightvac.com ...............................................30
Tipus Chai, Inc ........................................................................................................(406) 883-4500 ...................... www.tipuschai.com .............................................30
Track the Impact.....................................................................................................(619) 889-1997 .......................... www.tracktheimpact.com .................................30
Ultimate Barista Challenge .................................................................................(503) 232-1016.......................... www.ultimatebaristachallenge.com .............27
US Roasterie .............................................................................................................(515) 243-8805 ......................... www.usroasterie.com .........................................29
uVu Lid Company ..................................................................................................(561) 674-9415 .......................... www.uvulid.com ...................................................31
Vessel Drinkware ....................................................................................................(855) 883-7735 ........................ www.vesseldrinkware.com ...............................13 .........................................................110
Vita-Mix Corporation ............................................................................................(800) 437-4654 ....................... www.vitamix.com .................................................30
Walker Cofee Trading Company .....................................................................(713) 780-7050 ........................ www.walkercofee.com ......................................21........................................................ 822
Weldon Flavorings .................................................................................................(502) 797-2937 ........................ www.weldonavorings.com .............................28
White Cofee Corp. ................................................................................................(800) 221-0140 ........................ www.whitecofee.com ........................................30 ....................................................... 613
Advertisers Index
29
www.packplus.com
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30
February 2013
AllStar Tools
Java Jacket
800.208.4128
www.javajacket.com
Java Jacket provides
the best insulation of all
sleeves on the market.
Protects customers
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beverages, and provides
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503.295.4977
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CUPS & LIDS
BLENDER
Tightvac
888.42.TIGHT
www.tightvac.com
Tightvacs are the ultimate
Cofee & Tea container!
Our unique patented
Tightvac closure system
allows the gasses from the
beans to escape without
letting oxygen back into
the container.
Tightvacs guarantee
the smooth avor your
customers pay for.
VACUUM CONTAINER
Follett Corporation
800.523.9361
www.follettice.com/ct
The right ice for cofee
Crunchy Chewblet ice
People love it
Great for blenders
Wide selections of
ice machines and
dispensers
Sanitary, hands-free
dispensing
ICE MACHINES
Knutsen Cofees, Ltd.
800.231.7764
www.knutsencofees.com
Award winning purveyors of
the nest green cofees in
the world. Call us about our
exclusive 100% Estate Grown
Jamaican Blue Mountain
grown at over 4,000 feet
on a farm established over
200 years ago. Supplies
EXTREMELY limited.
Erna Knutsen,
President & Founder.
GREEN COFFEE IMPORTERS
Global
Customized Water
805.484.1589
www.globalcustomizedwater.com
98% of your product is
water so make sure
this essential ingredient is
the best it can
be. With over 30 years
experience Global
Customized Water can
handle all your
customized water needs.
WATER TREATMENT
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800.328.4493
www.serviceideas.com
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contents with 5 colors
available:
Black, Blue, Brown, Green
& Orange.
AIR POTS
Espresso Me Service
877.215.0715
360.213.0715
www.espressomeservice.com
Espresso Me Service is
your one stop for sales
and service. We ofer
service on many types
of commercial espresso
machines and brewing
equipment in Washington
and Oregon.
ESPRESSO MACHINES
White Cofee Corp.
800.221.0140
718 204 7900
www.whitecofee.com
White Cofee creates
customized blends and
packaging for industry
leaders. Wide variety
of varietals and avors
available. Exclusive
licensee
of Kahlua, Entenmanns &
MoonPie avored cofees.
Fair Trade, Organic,
Kosher,
NSF certied.
ROASTED COFFEE
Track the Impact
619.546.5400
www.tracktheimpact.com
CofeeCaresthe simple
cloud-based tool for
charitable giving and
reporting.
Save time and money
Easily create reports
Socially brand your
company
Increase employee
loyalty & retention
CHARITABLE GIVING SOFTWARE
Tipus Chai, Inc.
888.506.2424
www.tipuschai.com
Tipus
Chai is a bold
alternative to cofee, tea,
and American Chai. Stop
shipping water by using
our Chai Now
food service
product to make your own
chai tea concentrate. We
supply the reusable bottle
and the chai -
you just add water!
CHAI
Grounds for Health
802.241.4146
www.groundsforhealth.org
Grounds for Health works
with cofee-growing
communities to establish
sustainable cervical cancer
prevention programs.
Together with our cofee
cooperative partners, we
break down the barriers
that stand between
women and preventive
care.
NON-PROFIT
Coffee Analyzers
775.850.4600
www.agtron.net
THE TOP ROASTERS
WORLDWIDE CHOOSE
AGTRON
Trust the consistency and
quality of your roasted cofee.
Made in the USA, simply the
most accurate and repeatable
Roast Analyzers available. And
remember, only an Agtron
reads like an Agtron. Support
and roasting instruction
provided by Carl Staub.
COFFEE ANALYSIS
Vitamix
800-4DRINK4
www.vitamix.com/thequietone
Well known for delivering
incomparable versatility and
value through its revolutionary
product performance, Vitamix
once again delivers an
industry rst, The Quiet One.
Engineered to provide dramatic
sound reduction, world-class
reliability, unparalleled speed
of service and a perfect blend
every time.
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and honestly sweet

foodservice representative, or call 1.855.855.2362 for more information.

the everywhere you need ice machine.

is a superior alternative to the

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