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The International & Trusted Voice Of The Tea & Coffee Industries Since 1901

APRIL 2012www.teaandcoffee.net

Central American Rains DETER COFFEE GAINS

THE PREFERENCE OF PRIVATE LABEL

FILTER COFFEE’S FUTURE

PHILANTHROPY OFCOFFEE & TEA

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FeaturesContents( April 2012 Vol.184/No.4 )

ISSN 0040-0343

14 Editor’s Page

16 World News

20 Calendar

74 Product Showcase

76 Trade News

78 People News

80 Equipment & Packaging News

82 Advertisers Index & Marketplace

52

66

46

56

2222 Central America’s Coffee Harvest Ends

Down on Rains

By Maja Wallengren

34 Private Brands: Understand the Field,

Capture the Opportunity

By Aisha Kabani

46 The Long Pour

By Donald Schoenholt

53 Plato Blends, Aristotle Likes Single

Origins

By Paul Haworth

56 Doi Chang —

A Small Village with a Big Future

By Alexis Rubinstein

66 Modern Process: Getting the Grind

Right for Millions

By Kevin Sinnott & Lois Nelson

34

12 TEA & COFFEE TRADE JOURNAL | www.teaandcoffee.net

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We’ve moved!601 Corporate Woods Parkway

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Editor-in-Chief Alexis RubinsteinSpecialties Editor Donald N. Schoenholt

Art Director Lily LeeAssistant Art Director YiLing Yen

Production Coordinator Grace Guia

Correspondents Suzanne Brown -Marketing Correspondent;Timothy J. Castle -West Coast Correspondent;David DeCandia, Georgina Gordon-Ham, Harry Jones, Wendy Komancheck, Manfred Körner, Lon LaFlamme,Terry Mabbett, David Morris

Editorial Advisory Board Lon LaFlamme & Phil Beattie, Dillanos Coffee Roasters; Michael Cramer, Adagio Teas; Daniel Ephraim, Modern Process Equipment; Stephen Hurst, Mercanta; Stephen Schulman, S&D Coffee; Neal Robinson,BUNN; Melissa J. Pugash & Associates; Joseph Simrany, U.S. Tea Council/Specialty Tea Institute; Christian Wolthers, Wolthers America

Founding Editor William H. Ukers (1873 – 1954)

Bookkeeper Grace GuiaRoxanne Cordova-Melendez

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TEA & COFFEE TRADE JOURNAL26 Broadway, Floor 9M, New York, New York 10004 U.S.A. Tel: (1)(212) 391-2060, Fax: (1)(212) 827-0945Web Site: http://www.teaandcoffee.net, Inquiries: [email protected]

ANNUAL DIRECTORY & BUYERS’ GUIDEEach year, Tea & Coffee Trade Journal publishes the Ukers’ Tea & CoffeeGlobal Directory & Buyers’ Guide, a comprehensive reference guide to theindustry and its allied industries. Qualified companies are entitled to afree listing. Contact editorial offices for a listing form.

TEA & COFFEE TRADE JOURNAL (ISSN 0040-0343) is publishedmonthly by Lockwood Trade Journal Co., Inc., 26 Broadway, Floor 9M,New York, NY 10004 U.S.A. Tel: (1)(212) 391-2060, Fax: (1)(212) 827-0945, E-mail: [email protected]. Postage paid at New York, NYand additional mailing offices. Printed in the U.S.A. Copyright 2009 byLockwood Trade Journal Co., Inc.

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( from the )

Editor’sDesk

Alexis RubinsteinEditor-in-Chief

Drinking in the History

It is something special to be part of such mature industries. Tea and coffee

have been around for centuries, consumed by people across the world and

incorporated into almost every culture on the planet.

For fields with so much history, it is beneficial to research the progres-

sion, in order to better understand the future. Similar to other industries

with such a hefty past, like fashion, it is interesting to watch trends peak,

pass and peak again. My mom always tells me to hold on to my bell-bot-

tom pants, “cause you never know when they’ll be back in style.” Much

like tea and coffee, we are seeing older techniques reclaim their spotlight

in the 21st century.

The issue contains a lot of history for the tea and coffee trade. Our spe-

cialties editor, Donald Schoenholt, examines the complex world of filter or

drip coffee, in The Long Pour (page 46). What was once the preferred

method of coffee brewing was eventually replaced by trendier, more person-

alized extractions, such as the French press. However, it seems as though fil-

ter coffee is making a comeback. Will the coffee folks welcome back their

old friend with open arms? Or have we veered so far in the specialty com-

munity, that it no longer has a place?

With an industry as old as coffee, comes coffee companies that celebrat-

ing quite impressive anniversaries. In this issue, we pay tribute to Modern

Process Equipment, that has been providing its customers with industrial

grinders for 30 years. With today’s economical state, this is quite an

achievement.

What will the next 30 years of tea and coffee bring? Some people believe

single-serve will continue to grow and expand, some believe new methods of

processing and brewing will still be invented and some believe the old tried

and true methods will resurface. We’ll all just have to wait and see.

What Has the Green Coffee Association Been Up To?NEW YORK — Incorporated in 1923, the Green Coffee Association wasfounded by a group of coffee professionals with an early membership ofsome 100 members, among who were elected three officers and a 12 manboard of directors. These wise and prescient gentlemen laid out the prin-ciples of the association established in the association’s by-laws, whichdespite a number of updates over the years, remains remarkably and fun-damentally intact. They also drew up standard contract wording for themain types of contracts traded at the time. Once these contracts were for-mulated and established, there was an obvious need to set up a system toarbitrate disputes among its members and other contracting parties onissues relating to quality deficiencies and disagreements over technical con-tractual performance.

It was clear from the very beginning that the arbitration panels wouldadminister these hearings in a fair and unbiased manner regardless of theparties involved, their geographic location, or whether they were membersof the association or not. All arbitrators have historically been selected ontheir personal and professional integrity, their knowledge of the coffeecontracts and familiarity with general trade practices. This holds truetoday as the Green Coffee Association maintains a solid roster of seasonedprofessionals to participate in the standard three member panels to consid-er quality and technical arbitrations. Decisions of the arbitrators are sub-ject to appeal by a separate panel of five GCA arbitrators.

While the GCA contracts are subject to the laws of New York State andthus can be pursued through the court system, it is worthy to note thatcourts in New York and elsewhere generally do give substantial deferenceto the GCA arbitration process and the wisdom and integrity of its arbi-trators in deciding issues where these professionals are acknowledged to bethe experts in the coffee trade.

Over the past two decades, the coffee market appeared to be fairly freeof such trade disputes requiring arbitration. But over the last two years inwhich we have seen a run up in the coffee prices, the industry has encoun-tered a rash of contractual defaults by suppliers who found themselveseither unable or unwilling to deliver coffee at the previously agreed uponprices. This led many traders to the decisions to protect their interests andpursue relief through the GCA arbitration process as it was designed todo. There have been more technical arbitrations filed with the GCA dur-ing the last two years than there had been in the last two decades com-bined. So it is that the GCA, at the tender age of 89 and the contractsthat it administers are just as relevant and important now as they havebeen at any time in their history.

Besides the administration of contracts, the GCA is first and fore-most in its leadership on transportation and logistical matters. In thepost 9/11 era, there has been no shortage of security related issues thathas been confronting importers of all products into the U.S. The GCATraffic & Warehouse Committee has been vigilant over the years indealing with the many regulatory developments proffered by the U.S.

( Coffee and Tea Reports from the Front Line )

Publisher/Vice President Frederick A. Lockwood

Executive Director Rob Lockwood

Chief Financial Officer Sam Kowalski/Chief Operating Officer

Circulation Manager Mayuri Khemlani

President Robert M. Lockwood

World Cup Show Manager Mayuri Khemlani (U.S.)

World Cup Show Assistant Nancy Fang (U.S.)

Director of Exhibitions Frank B. Schuetze (Germany)Tel: +49 30 645 7212Fax: +49 30 6409 1350E-mail: [email protected]

ADVERTISING REPRESENTATIVES

Austria, Switzerland, Robert M. Lockwood Southern Germany, 26 Broadway, Floor 9M

United Kingdom New York, New York 10004France Tel: +1 212 391-2060

Fax: +1 212 827-0945E-mail: [email protected]

South America, Frederick A. LockwoodItaly, Portugal, Spain 26 Broadway, Floor 9M

New York, New York 10004 Tel: +1 212 391-2060Fax: +1 212 827-0945E-mail: [email protected]

Alaska, California, Rob Lockwood Jr. Oregon, Washington, 26 Broadway, Floor 9M

Western Canada New York, New York 10004Tel: +1 212 391-2060Fax: +1 212 827-0945Email: [email protected]

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Northern Germany, New York, New York 10004Scandinavia, Benelux Tel: +1 212 391-2060

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New York, New York 10004Tel: +1 212 391-2060Fax: +1 212 827-0945Email: [email protected]

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26 Broadway, Floor 9M, New York, New York 10004 Tel: +1 212 391-2060, Fax: +1 212 827-0945

Lockwood Publications produces the magazines: SMOKE, Smokeshop, Tobacco International, as well as the Ukers’ Global Directory & Buyers’ Guide

http://www.teaandcoffee.net


WorldNews

Department of Homeland Security,Customs & Border Protection, and theU.S. Food and Drug Administration.The committee has developed proce-dures for reporting foreign food facili-ties under the FDA’s Prior Notice sys-tem and designed a standardized for-mat for foreign suppliers to submitshipment data to importers for timelycompliance with Customs ImportSecurity Filings. The committee mem-bership has provided numerous com-ments to government regulatory agen-cies during their respective rule makingprocesses and provided GCA memberswith recommendations on how toaddress these new developments as therules came into final form and becameeffective.

Over the years, the GCA Traffic &Warehouse Committee has developedguidelines for coffee warehouse storagepractices, best practices for weighing ofgreen coffee, best practices for domestictransportation and a standard GCACharter Party form for shipments underchartered vessels (back when they weremore common). Each of these docu-ments is available to the public on theGCA website and serves as a valuableresource to its membership and the cof-fee industry in general.

In recent years the GCA Traffic &Warehouse Committee has grown insize and scope. The Traffic & WarehouseCommittee has been open to receivingnew members at the beginning of eachnew term, as there appears to be signifi-cant interest in membership participa-tion in the discussions on matters thataffect the day to day operations of allcoffee related companies. The commit-tee is currently made up of 25 logisticsprofessionals from importing and roast-er members along with associate mem-ber representation from warehouses,truckers, intermodal brokers, customsbrokers, insurance brokers, samplersand carriers alike. On occasions, it hasopened its committee meetings up toregistered attendees at other GCAevents. The December 2011 Traffic &Warehouse Committee meeting washeld at the historic Fraunce’s Tavern in

downtown New York City on the daybefore the GCA Annual Holiday Partyattracting over 40 meeting participantsincluding representatives from four sep-arate port authorities as well as theFederal Maritime Commission.Afterwards the allied members hosted adinner which attracted a similar atten-dance. For anyone involved in greencoffee logistics, this has truly becomethe event to attend before the holidayparty event.

The GCA social functions havebeen greatly successful over the yearsproviding members and non-membersalike the opportunities to meet andgreet their colleagues and trading part-ners in friendly, convenient and com-fortable settings. This past year’s FallGolf Outing and Holiday Dinner Partyattracted more attendance than at anytime in recent memory. There are cur-rent plans underway for the GCA 2012convention to be held this May inAtlantic City, New Jersey, and whichwill include educational sessions and anopen Traffic & Warehouse Committeemeeting.

So if you have to ask “What has theGreen Coffee Association been up to?” theanswer is “Quite a lot actually!” and youshould find out more by visiting its web-site at www.greencoffeeassociaton.org.

Don Pisano is Vice President ofAmerican Coffee Corp. and is a member ofthe Green Coffee Association Board ofDirectors.

New Tea Season Opens With High PricesKOLKATA — Dry weather and highcumulative inventory deficit haveensured better opening prices at tea auc-tions this year. Good quality tea wasquoted higher by Rs 60-80 a kg thisyear. Last year, good quality Assam teawas quoted at Rs 150-180 a kg and wentup to Rs 200 a kg. This year, prices areat Rs 220-280 a kg and may even go upto Rs 300 a kg.

“The new season tea has just comein. We have sold it privately at priceshigher by Rs 50-60 a kg,” said AdityaKhaitan, managing director of McLeod

Russel India, the world’s largest bulkproducer.

“Dry weather in the northeast, nocarryover stock and a high cumulativedeficit aided in getting high openingprices,” said Azam Monem, formerchairman, Calcutta Tea TradersAssociation.

While there was shortage in the sys-tem, the dry weather resulted in lessoutput at the beginning of the season.According to the Indian TeaAssociation, member-companies’ out-put in January was lower by almost 30%and in February, too, the crop scenariowas not good.

The cumulative deficit for the yearwas 50 million kg. The pipeline stock,which wasn’t much in the first place, wasexhausted by the end of February. Thoughproduction was a robust 988 million kg,higher by 2.3%, consumption increased3-3.5%.

More, global tea production tillDecember last year was also lower thanthe previous year. Excluding China, agreen tea producer, output was 26 mil-lion kg less. Till December, Kenya,world’s leading exporter, had lost five percent of output.

Tea prices in Kenya are also holdingout, with the sector hit by harsh weatherconditions early in the year. Indian teacompanies are expecting good exportscompared to last year, when these dippedabout 3%. A strong export market, a hugedeficit and increasing consumption in thedomestic market is expected to keep teaprices high.

“Normally, the crop picks up in thelater half of the year. Hoping that we getbetter rain in the coming months, priceswill stabilise at a level higher by Rs 25-30a kg over the corresponding period,”Khaitan said.

Packeteers are not particularly wor-ried. “For packet tea companies toreview rates, high prices will have to besustained. Normally, packet tea compa-nies don’t buy first flush tea and we can-not revise prices every now and then,” anofficial from a packet tea company said.All packet tea companies had revisedprices a year ago.

( WorldNews )



( Calendar )April 9 – 12Expo Coffee & Tea 2012

Shangai, China

Tel: +86 21 64371178

Fax: +86 21 61154988


Web: www.expocoffeetea.com

April 17 – 20Food & Hotel Asia

Singapore, Singapore


Web: www.foodnhotelasia.com

April 19 – 2224th Annual SCAA Exposition

Portland, Oregon

Tel: +1 562 624 4100

Fax: +1 562 624 4101


Web: www.scaaevent.org

April 25 – 27NAMA ONEShow

Venetian/Sands Resort

Las Vegas, Nevada

Web: www.namaoneshow.org

April 27 – 29The London Coffee Festival

London, England

Tel: +44 0 20 7691 8836


Web: www.londoncoffeefestival.com

May 4 – 6

Melbourne International Coffee Expo

Melbourne, Australia

Tel: +614 2569 9891 / +613 9690 7022

Email: clint.hendry@internationalcoffee-

expo.com

Web: www.internationalcoffeeexpo.com

May 16 – 17

Caffe Culture

London, England

Tel: +44 0 207 288 6191

Fax: +44 0 207 288 6446

Web: www.caffecultureshow.com

June 1 – 3

World Tea Expo

Las Vegas, Nevada

Tel: +1 702 253 1893


Web: www.worldteaexpo.com

June 8 – 10

Coffee Fest Chicago

Chicago, Illinois

Tel: +1 425 295 3300

Fax: +1 425 295 3295


Web: www.coffeefest.com

September 9 – 10

Canadian Tea & Coffee Show

Toronto, Canada

Tel: +1 416 504 0504


Web: www.coffeeteashow.ca

September 17

3rd Annual International Coffee Forum

Moscow, Russia

Tel: +7 495 935 87 07


Web: www.coffeetea.ru

September 20 – 22

Pacific Coast Coffee Association 81st

Annual Convention

South Newport Coast, California

Tel: +1 925 858 2257


Web: www.paccoffee.com

September 21 – 23

Coffee Fest Seattle

Seattle, Washington

Tel: +1 425 295 3300

Fax: +1 425 295 3295


Web: www.coffeefest.com

October 25 – 27

TriestEspresso Expo

Trieste, Italy

Tel: +39 040 6701240

Fax: +39 040 365001


Web: www.triestespresso.it

November 21 – 22

European Coffee Symposium

Amsterdam, Netherlands

Tel: +44 0 20 7691 8800

Fax: +44 0 20 7691 8810 |


Web: www.europeancoffeesymposium.com

Contact: Tea Association USA (STI), 362 Fifth Avenue, Suite 801, New York, NY 10001. Tel: +1 212-986-0250, Fax: 212-697-8658, E-mail: [email protected], Web: www.teausa.org

Visit us online regularly for upcoming

TEA ASSOCIATION OF THE USA EVENTS & CLASSES

Check the website regularly for class schedule

updates and registration info.

WWW.TEAUSA.ORG

Central America’s Coffee Harvest Ends Down On

RAINS

( Spotlight: Central America )


Harvesting of the 2011-12 crop in Central America is coming to an end and once againthe region has suffered more than its full share of bad weather. At the beginning ofthe crop cycle last year hopes were high that this year the harvest would finally marka new trend of real recovery for the first time after 10 years of crisis and continuousweather problem. But after torrential rains in October caused havoc and death acrossthe region, the forecasts for Costa Rica, El Salvador, Guatemala, Honduras andNicaragua have one by one all come down, and the harvest now seems set to endbelow output in the last crop cycle. ( By Maja Wallengren )

APRIL 2012 23


It all started so well. After years of crisisthe Central American coffee regionslooked poised to produce a bigger crop

in the current 2011-12 harvest cycle forthe second year in a row. Then came therains in October. For a full two weeks tor-rential rains from no less than five tropicalstorms, including two hurricanes, pon-dered the region non-stop, dumping dou-ble the amount of rainfall than duringHurricane Mitch and leaving a trail ofdeath and disaster.

When the rains finally stopped, atleast 140 people were dead, hundreds ofthousands were left homeless and theUnited Nations had declared an emer-gency for over 2 million people affected inregions primarily known as coffee areas.And just like seen during HurricaneMitch in 1998 and Hurricane Stan in2005, the brunt of the damage took placein the coffee belt stretching from southernMexico’s Chiapas state all the way throughCentral America to Costa Rica in thesouth, with El Salvador and Guatemalathe worst hit.

“The harvest in Central America isoverall ending mostly below last year, withthe real big problems in El Salvador and

Guatemala which were hammered by therains,” said Jack Scoville, vice president ofThe Price Group in Chicago.

“In El Salvador a lot of cherries

dropped to the ground and we are seeingproduction there at a little over 1 millionbags, maybe 1.1 million in the best casescenario. Guatemala has also had real big


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problems with fungus diseases causes bythe excess humidity that really has affect-ed the crop a lot,” Scoville told the Tea &Coffee Trade Journal.

At the official start of the 2011-12crop year on Oct. 1st, 2011, the fiveCentral American countries were fore-cast to see production rise 1.9% to12.613 million bags, after producing12.378 million bags in the 2010-11 har-vest. And however small a boost in theoverall figures, this modest jump wasstill seen by the market as a welcomerecovery after the complete failure of the2009-10 harvest which ended at 10.524million bags.

By the end of March the forecastshad been lowered by 8% to 11.6 millionbags, and the Central American harvestis now seen closing 6.3% down on the2010-11 harvest. In comparison, 10years ago the five countries were produc-ing between 14 million and 15 millionbags in an average cycle.

After producing the best crop in a

decade last year, Central America’s tiniestproducer, El Salvador, suffered the worstimpact of the rains in October. As treesare still in recovery from the productionstress caused by the 2010-11 bumper crop

of 1.814 million bags, the SalvadoranCoffee Council had forecast the new har-vest to produce 1.41 million bags.

But that was well before the onslaughtof rains, which affected all the key pro-


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ducing regions of El Salvador, includingSanta Ana, Sonsonate, Ahuachapan, LaLibertad, San Salvador, La Paz, Usulutanand San Vicente; coffee regions that com-bined accounted for 83% of the

Salvadoran crop in the 2010-11 harvest,according to official figures.

According to El Salvador’s NationalService for Territorial Studies, SNET,over 1,500 millimeters of rain fell alone

in the nine days from Oct. 10-18, a vol-ume that compares to a historic averagefor the whole month of October of 207millimeters.

“By February 15th the total volumeof registered new harvest was at just over1 million bags and according to the latestforecast the harvest is projected to reach1.15 million bags,” said an official at theCouncil. This is in line with the forecastsreleased in the first weeks after the rainshit El Salvador last October, when agri-culture officials said initial field visitsindicated losses of up to 20% of theentire crop, or equivalent to about300,000 bags.

During a trip to El Salvador in the lastweek of October, the massive damage ofthe rains could be seen everywhere. Ruralroads were partially cut off or blocked bylandslides, massive craters had opened upin the middle of what used to be coffeefarms, and on a stretch of just 9 kilome-ters at least 52 mudslides could be count-ed cutting right through coffee farms in

APRIL 2012 27


the central coffee region of Comasaguas.The images were a mirror of the worst ofthe coffee damage seen in Nicaragua andHonduras during Hurricane Mitch whenthese countries lost between 20 and 30%of their entire coffee crops.

“The material damage is worse thanwhat we experienced during Mitch,” saidEl Salvador’s President Mauricio Funes ina live television broadcast at the height ofthe emergency.

In neighboring Guatemala, which tra-ditionally has been Central America’slargest grower, crop losses were from thebeginning seen reaching between 5 and7% of the total crop as the excess humid-ity led to a massive outbreak of rust fun-gus disease across most of the country’scoffee regions.

The Guatemalan National CoffeeAssociation (Anacafe) initially pegged thecrop to reach 3.68 million bags of“exportable coffee” in addition to between200,000 and 300,000 bags of lower gradebeans used for local consumption, a tadup on output in the 2010-11 harvest of3.53 million bags of “exportable” coffee.

“It is realistic to believe that total loss-es will reach between 5 and 7%,” saidAnacafe President Ricardo Villanueva inan interview in late October, whenaccording to initial estimates losses werealready calculated at between 100,000and 115,000 bags alone from cherriesfalling to the ground.

By March this year Anacafe hadalready lowered the official forecast twotimes and Villanueva said that all indica-tions now point to the harvest ending

down some 5% on the original forecast atabout 3.45 million bags, with total lossescaused by the rain reaching between180,000 and 250,000 bags.

But private exporters say the losses areon the higher end of the scale and thattotal production may end as low as 3.2million bags, as leaf rust is taking a muchhigher toll on the overall harvest, espe-cially in the northern Huehuetenangoprovince.

Villanueva also warns that if NewYork Arabica futures prices, which lastmonth were trading at 17-month lows atjust over $1.80 per pound, don’t start cor-recting upward soon the damage causedby the rains may continue to affectGuatemalan production well into the next2012-12 crop cycle as producers won’t beable to pay for pest management.

“We have seen an increase in thecost of production of 25% this year


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because of the need for much higherpest control,” he said, adding that ifproducers are not treating the farmsaccordingly the impact could rise by50% in the next harvest.

While Central America’s smallergrowers Costa Rica and Nicaragua wereless affected, the rains have also beenreported to cut into the harvest there.

The Costa Rican Coffee Institute,Icafe, is now expecting total productionfrom the 2011-12 harvest to reachbetween 1.5 million and 1.55 million

bags, below last year where Costa Ricaproduced 1.589 million bags, and downfrom the preliminary forecast for a har-vest of 1.617 million bags.

While coffee regions last year sufferedfrom an excess of El Nino-provokedrains, this year La Nina has provokeddrought conditions, said Icafe’s executivedirector Ronald Peters. September rain-fall in Costa Rica was 40% below theaverage for the month, which accordingto the country’s National MeteorologicalInstitute, making it one of the driest

September months on record.Particularly hard hit by dryness has been

the Central Valley region surrounding thecapital of San Jose and home to an impor-tant part of Costa Rican coffee farms, wherein most parts not a single drop of rain wasregistered in the last half of the month.

In Nicaragua’s coffee regions, mean-while, farmers had initially expected toharvest of as much as 1.7 million bags, upa healthy 30% from the 2010-11 crop of1.3 million bags, but after the Octoberrains the forecast is now down to between


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1.5 million and 1.6 million bags.“There have been some damage by the

rains, but at the same time we have alsohad new coffee from areas renovated inthe last few years that is now starting tocome into production so that has com-pensated for some of the losses,” said aNicaraguan grower.

With the weather increasingly play-ing the wild card in coffee cultivation inCentral America the rising productionfrom Honduras has been increasinglyeyed by roasters across the world inrecent years.

And while the harvest here is notturning out to be as high as the initialforecast for a crop of 4.6 million bags, thenew harvest is coming out as a bumpercrop with the Honduran Coffee Institute,or Ihcafe, today projecting productionfrom the 2011-12 cycle to end at 4.14million bags, up 5.9%t on output in the2010-11 harvest.

“This is a good harvest and we arevery happy with the result, even though

it’s not as high as many people thought itwas going to be,” Mario Ordonez, techni-cal manager for Ihacfe, told Tea & Coffee.

Honduran growers have benefittedfrom the combination of relatively goodyields, moderate debt and the boom in

prices from 2010-11 which encouragedfarmers who already had started renova-tion efforts to start planting new areaswith coffee.

And with the coffee boom inHonduras industry officials both locallyand abroad now believe that Honduras ison the verge of becoming CentralAmerica’s biggest producer.

“The one crop that does look good isHonduras. Honduras is definitivelyincreasing production,” said Scoville.

But despite the efforts of Honduranproducers, the overall recovery in produc-tion figures from Central America hasonce again been set back a few years.

Maja Wallengren started writing aboutcoffee 18 years ago and has continued to spe-cialize in coffee during her travels as areporter to over 40 coffee producing coun-tries in South-East Asia, East and WestAfrica and across Latin America. She isbased in Mexico City and can be reached [email protected]


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Eddy Kuhl in Nicaragua

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Private Brands Understand the Field, Capture the Opportunity

( Private Label )

APRIL 2012 35

The global recession of 2008 still has a grip on many countries around the world.However, regionally, there are hot spots of economic growth fuelled by a strongerthan expected economy, a rising middle class and general fiscal responsibility at theconsumer level. ( By Aisha Kabani )

Growth signs in the U.S. are prom-ising. In the retail segment, privatebrands weathered the 2008, 2009

and 2010 depressing recession. Retailersbacked their brands and manufacturerspushed innovation into private brands astraditional brands staggered under theirmarketing and distribution costs. As theeconomy in the U.S. starts to recover, tra-ditional brands are showing stronger signsof recovery and are bringing life back intotheir brands and flexing their marketingmuscle to gain consumer mindshareagain. But, has the damage already beendone to traditional brands. Are privatebrands going to outstrip traditionalbrands across the globe?

This article cannot answer that today.Readers of Tea & Coffee herald fromaround the world and in this 3-part seriesthe goal is to explore common influencersand trends in 5 key areas of private label.This first part deals with already collecteddata and research reports. Part 2, later thisyear, will launch a short survey to getanswers to the 5 key areas. Part 3, at theend of this year, will bring a summary ofanswers and help glean trends fromresponders. Ultimately, the goal is to helpthose in the tea and coffee industry mar-ket to consumers and gain their dollarsand loyalty.

In this article, we define 5 key areas ofprivate brands, influencers and trends.They are:1. Consumer Perception & Trends

2. Quality & Value Perception3. Market Segmentation by Consumers 4. Hurdles, Constraints & Barriers in

Tea and Coffee5. Industry Sustainability & Future

Growth of Private Brands

Consumer Perception & Trends Defining consumer perception trendsvaries between products and between cul-tures. Primary influencers include prod-uct profiles, packaging, marketing andbranding.

Private label brands used to be consid-ered the “poor man’s brand” but in the lastseveral years they have come into their own

and now rival established consumer brandsfor space and price. Private brands are nolonger less expensive than traditionalbrands. Creators and manufacturers havebegun to capitalize on the ability to bringto market a better product in a privatelabel. And consumers are embracing it.

The 2011 Neilson Report states that“consumers have embraced store brandswith open arms, and in turn, many retail-er’s products delivered on their qualityand value promises.” In the Nielsen study,about three quarters of shoppers viewedstore brands as a “good alternative toname brands,” and even more encourag-ing for retailers, almost four in ten buyers


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( Private Label )

felt that “some are higher quality thanname brands.”

Chart 1 shows the percent of individ-uals surveyed who said they agreed orstrongly agreed with the statement aboutprivate brands. Most noticeably, there isan increase in the percent agreeing orstrongly agreeing with the statement thatsome private brands are of higher qualitythan name brands. In the space of 3 years,there has been a 5% increase in quality ofprivate brands.

Quality & Value PerceptionThe geographical distribution of privatebrands as a percent of all total sales acrossthe globe is as follows:• Europe – 23%• North America – 15%• Asia Pacific – 4%• Latin America – 2%*Source: Data & Trends of the EuropeanFood and Drink Industry, 2010.

With Europe being the undisputedleader in private brands, it is no wonderthat they have learned to understand theirconsumers and target private brands tothat consumer. Tesco was one the earliestcompanies to launch private brands with-in their stores and today, they have over12,000 SKU’s of private brands compris-ing of over 50% of the company’s rev-

enue. They offer a variety of privatebrands to target each market segment thatshops their stores:• Premium Brands - the highest level

of quality; • Sub Premium Brands - “special”

products;• Commodity Brands - standard

products; and• Generic Brands - value or cost

driven products.Understanding how the market leader

has defined the tiers of private brands is key to understanding which product tooffer retailers when presenting a private label program.

Market Segmentation by ConsumersOffering different tiers of private brandshelps retailers connect with consumers. Tounderstand the consumer, it is importantto understand how consumers are seg-mented, as this affects their buying habitsor likelihood to consider purchasing pri-vate brands.

Damon Worldwide identified severalkey factors that influence market segmen-tation in private label and it’s effect onconsumers. Briefly, the seven key con-

( Private Label )

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Chart 1: % Responders saying theyagree/strongly agree with the followingstatements

*Source: The Neilson Company, 2011

sumer factors are:1. Consumers are postponing marriage

and there are now more single peopleliving independently than ever beforeand there are more single-parenthouseholds than in years past.

2. Consumers are increasingly demand-ing organic or all natural products

3. Consumers are increasingly engagedin diverse or bi-racial relationships.

4. Consumers are traveling more thanever before. Coincidentally, 40% ofdestinations selected are in Europe,where private brands are king.

5. Consumers are better educated andhave increased access to informationthan even 10 years ago.

6. Consumers are inundated with televi-sion food shows and the related mar-keting endorsements.

7. Consumers have increased their din-ing out experiences and are eating cul-turally more diverse meals and flavorsthan before.

Each one of these factors have a hugeimpact on decision making when pur-chasing private brands.

Hurdles, Constraints & Barriers inTea and CoffeeOne of the biggest hurdles in private labelspecific to the tea and coffee industry is apaucity of data. Sifting through data tofind information relative to tea and coffeecan be time consuming and expensive.There is a real need to understand thetrends in tea and coffee.

In the U.S., large retailers are embrac-ing retail brands of coffee, such as Peet’sTea and Coffee, Dunkin Donuts, GreenMountain Coffee and Starbucks. Privateretail brands are emerging alongside fight-ing for the same shelf space. Long stand-ing traditional brands, such as Nestle,Folgers and Maxwell are all looking ratherforlorn on the shelf as branded retailersare heavily pushing gourmet, single ori-gin, dark roast, light roast, medium roast,

APRIL 2012 39

www.rooibosltd.co.za







Table 1: Private Label Penetration Among Category Buyers

Private Label Penetration Among Category Buyers2008 2011

RTD Coffee/Tea 4.8% 7.9%Pet Supplies 2.9% 5.4%Baby Formula/Electrolytes 6.0% 5.3%Salty Snacks -2.3% 3.8%Frozen Pizza -0.6% 2.8%Mexican Foods -2.2% 2.7%Cookies 0.2% 2.7%Salad Dressing 0.4% 2.7%Dish Detergent 0.4% 2.6%Breakfast Meals -0.9% 2.5%

Source: SymphonyIRI Consumer Network


( Private Label )

Chart 2: Private Label CPG Regional Share of Sales (per cent)*Source: Private Label (Lincoln & Thomassen)

Chart 3: % Shoppers who agree/slightly agree that in the future a store could be Private Label ONLY

flavored roasts, only offered at this time ofyear roast and so forth. And the tea cate-gory is even more convoluted with flavorsrunning the gamut. It is appearing tobecome less about the brand or origin ofthe tea and more about flavor combina-tions. And a category driven by a high

number of SKUs with flavors have a hardtime in the private brand category. Highquality, everyday tea is much more appeal-ing for private label.

Tea and coffee historically has been acategory where the private label share ofdollars has been lower compared to the

national average. Table 1 shows that in2008, only 4.8% of category buyerslooked at private label for RTD coffeeand tea. In 2011, that number jumped3.1%. But it is still below the nationalaverage and there is work to be done inthis category.

Industry Sustainability & FutureGrowth of Private BrandsThere is no question among anyone in theprivate label category that private brands arehere to stay. 30% of all sales, worldwide, areto private brands, as shown in the Chart 2.Opportunity can be found around the worldand in established markets.

In Europe, the growth from 2001 to2011 has been quite remarkable. The totalvalue of sales of private label in Spain dou-bled from 2001 to 2011, from $13 billionto $31 billion. As a whole, Europe’sgrowth grew by 74%.

There is no doubt that private brandsthreaten national brands and perceptionaround the globe is changing regarding pri-

APRIL 2012 41

The Project People

Table 2: Private Label CPG European Country Data (per cent)

Penetration Sales Value $bn2001 % 2006 % 2011 % 2001 2006 2011

France 18 21 22 30 38 45

Germany 17 26 31 38 62 79

Italy 14 14 14 16 17 19

Holland 18 21 22 6 8 9

Spain 15 22 25 13 23 31

Sweden 12 14 15 4 5 6

UK 30 37 40 54 77 95

Europe 19 24 18 186 263 324

Source: CPG PL adapted from Datamonito

Returns to

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vate label opportunities and limits. InTable 3, s75% of brand owners in the UKbelieve there is no limitation to what prod-ucts can be private labeled. In the U.S.,that number is 29%, but the flipside is thatthere is 70% growth opportunity. InChina, 67% of brand owners believe thatprivate label is as innovative as nationalbrands. There is tremendous opportunityto capitalize on innovative products relativeto national brands.

And finally, Chart 3 illustrates in

China, Sweden and the U.S., over 42% ofshoppers agree or slightly agree that in thefuture a store could include private brandsonly. That shows tremendous optimismfrom the consumer, but also tremendousacceptance that private brands are relevant.

This article hopefully illuminatedsome key areas in private label and therelationship between private brands andconsumers. There is tremendous data ofretail private label, but one should alwaysbe on the lookout for growth in variety of

market segments, including the food serv-ice industry and the convenience storeindustry, both of which are growing atrapid rates. These two categories are sleep-ing powerhouses that have the potential totransform consumer expectations to awhole new level. Understanding con-sumers, developing a private brand withthem in mind and identifying marketopportunities around the globe can bridgethe gap between national brands and yourprivate brand.


( Private Label )

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Table 3: % brand owners who agree/slightly agree

China Sweden UK US

PL is growing 100 100 100 81

In the future there will be more PL 67 88 100 85

PL is damaging our profitability 67 78 50 52

There are no limits to what PL can become 33 55 75 29

“In the future, PL could become more expensive than a brand” – 66 75 48

There are no limitations as to what products can be PL 33 55 75 29

PL is as innovative as a brand 67 33 25 29

( Proper Preparation )


Much time is spent picking and choosing the perfect

bean to roast, or the perfect roast to sell, or even the

perfect roaster to perfect your craft. But how much

consideration is put into the preparation? Drip, or

filter coffee, has somewhat of a bad reputation in

the specialty coffee world. But when the prime

product is chosen and the proper practices are

carried through, this technique can deliver equally

stunning results. ( By Donald Schoenholt )

The Long Pour

In southern India, filter coffee means afoamy beverage made from acoffee/chicory blend of Arabica and

Robusta beans often from local in-countrycoffee districts. In western coffee culture, fil-ter coffee is a beverage produced when wateris introduced to a bed of coffee, passesthrough a filter and is collected in a vesselbelow. It sounds simple easy and cheap. Afterall, the U.S. Navy has been serving up riversof the stuff for years, but filter brewing hasbeen reborn in Japanese coffeehouses andnow is catching on in U.S. coffee bars wheretaking the time to please by making a dis-tinctly personal beverage is moving beyondthe espresso machine toward a brewingmethod that can weigh in at an equipmentcost under $20, and produces a beverage thatis sold at between $4 an $7 a serving. It istime we all took new notice of filter coffee.

Filter coffee (until recently referred to inthe U.S. as “drip” coffee) goes back a longway. The Neapolitan drip pot (with a coffeechamber containing a perforated metalfloor) and the French drip pot (made ofmetal or vitreous china; whose upper cham-ber contains a perforated floor) may pre-datelater filtering devices, but hand poured filtercoffee is most probably one of the oldestbrewing methods. In 1922, page 632 inUkers’ All About Coffee carried a photo fea-turing more than 30 dip coffeemakersoffered by American manufacturers. Themethod has been the primary brewingdevice for commercial coffee in the U.S. formore than a century, and the primary homebrewing device in the U.S. for over 40 years.

The filter itself is key to the success of thedevice. The first filters appeared in Europe inthe late 1600s when boiled coffee infusionwas strained prior to being brought to table.Around 1710 according to Edward and JoanBrahama in Coffeemakers, 300 years of art &Design, 1989, fine ground coffee was tiedinto a cloth bag and suspended by a string ina large coffeemaker, and boiling water waspoured over it. According to Bramah, “JeanBaptiste de Belloy, Archbishop of Paris and a

renowned epicure, is usually given credit forfirst popularizing filter coffee and even fordesigning the filter brewer.” The internet’sinsistence not withstanding, Dresden house-wife Melitta Benz, who started making paperfilters for coffee in 1908, did not invent thepaper coffee filter, for Frederick Cauchois’introduced the Private Estate coffeemaker inNew York in 1905 featuring Japanese “rice-paper” filter disks. It is uncertain if Couchoiswas the first. It is fair to say in Melitta’sdefense that the firm was among the first tosuccessfully promote disposable paper filterbrewers for coffee for U.S. home brewing,and that along with the U.S. Chemex cof-feemaker invented by Peter Schlumbohm,patented in 1941, they helped to improve thequality of coffee Americans were able to brewat home in their old stove-top percolators.

Flat filters, as Cauchois used, are oftencut from smooth filter paper and usuallyseen held in place by a frame at the bottomof a brewer’s cylindrical reservoir top. Cup-cake-paper shaped filters of fluted smoothpaper are found in brands of American man-ufactured automatic drip brewers for bothcommercial and home use. Filter tops maybe cylindrical or conical in shape, and are fit-ted with filters made specifically for thatshape. Conical shaped brew chambers are fit-ted with creped paper filters while cylindricalfiltering chambers accept cup-cake shapedfluted filters made from smoother surface fil-ter paper. The wrinkles of the creped paper,and the fluting of the smooth cup-cake filterpaper hold the filter away from the filterchamber walls (ridges on the interior of thefilter chamber or metal cages within thechamber prevent the filter from clinging tothe interior walls of the filter chamber, mak-ing for an easier flow of liquid through thefilter cone and into the vessel below). Theolder tradition of cloth filters is still used bysome; particularly those who are attemptingto be more environmentally sensitive in theirequipment choices. Filters are produced tofit the various standard size brew baskets ofbrewer manufacturers.

APRIL 2012 47

Most foodservice operators do not givefilters a thought. Their coffee supplier pro-vides them with paper filters and they usethem. Where the operator takes the time toanalyze and agonize over his choice of filterthought is given to beverage quality, costand environmental sensitivity in addition tocompatibility with the brewing system andease of use.

Hand-pouring an individual pot orserving of coffee is of ancient heritage.Choosing a kettle with a narrow spout pro-duces a thin precise steam of hot water to bedirected over the grounds at the cost of lostdegrees of temperature. Choosing a widermouth kettle increases water flow, cuttingtime and conserving temperature, but at theexpense of being able to micro-manage thewater stream. Individually controlling therate of flow, and the wetting of the groundsproduces a hand crafted individual cup ofcoffee. It takes several minutes to produce aserving. The results are often very delicious,but replicable cup after cup only withinwide parameters.

Paper filters are widely used in the culi-nary industry including in most coffee barswhere filter coffee is made on brewers madeby Bunn, Fetco, Grindmaster-Cecilwareand Curtis. Some coffee bars hand-pouringindividual cups of filter coffee are usingpaper filters while others use strainers ofman-made fibers (usually stainless steel ornylon) or cloth.

There are advantages and disadvantagesto each type of filter available, and differentfiltering materials produce a different tastein the cup. Paper filters and cloth filtersretain some natural oils of the coffee, whileman-made fibers let everything pass throughtheir mesh into the cup making a murkierbrew with a heavier body. Paper filters comewhite (often labeled “oxygen whitened”)and in natural kraft color. Some cuppersbelieve they can taste a paper filter in thecup, while others perceive a metallic tastefrom steel filters.

What is gained and lost in taste qualitieswhen brewing with cloth filters to somedegree depends on the choice of cloth used.Brushed cotton, often called “flannel” filtershold back more than muslin or hemp clothfilters, and there are issues of rancid tastesthat can develop in cloth filter bags if not

handled and stored properly between uses.Under controlled conditions cloth does notimpart an off-taste to the beverage.

In my youth, when cloth was still the fil-ter of choice for commercial brewers be theySilex vacuum style, T. J. Topper urn typebrewers or Cory automatic drip coffeemak-ers, proper care of the filters bags could meanthe difference between a satisfied chef and alost customer. I remember that my Dad’s

supplier and friend Mr. Dick, of Royal UrnBag Co., now Urnex brands, counseled thatcloth filters stain with their first use, but willlast weeks, smelling fresh, if they are rinsedafter each use in fresh water, and stored infresh water when not in use, and overnight.He recommended letting his filter bags soakin a shallow pan of water, today a zip-lockbag will do just as well, for keeping the filterwetted, and preventing the oxidation of oils



FILTERS• Melitta unbleached white, and

natural tan paper filters, Eco-Filter cotton filters.

• Rockline / Brew Rite / Mr Coffeebrand paper filters and goldmesh filters.

• Riensch & Held stainless steeland nylon coffee filters

• SwissGold Gold Foil • Goldtone Filter Cone• Beyond Gourmet• Chemex• Hario Cloth Filters• Bradshaw International

(nylon/plastic) reusable filterbaskets

• Mr. Natural reusable hemp filters

FILTER CONES• Coava Kone Metal Chemex Filter• Hario Ceramic Coffee Dripper

V60-02• Chemex• Bee House Ceramic Coffee

Dripper• Melitta Plastic or Porcelain• Freling USA Cilio Porcelain• HIC Porcelain

ELECTRIC KETTLES• Brevelle Variable Temperature

Kettle• Braun Electric Kettle• Sunbeam Eletric Ketle• Cloer Electric Kettle• Dualit cordless electric Kettle• Cheff’s Choice Cordless Electric

Glass kettle• Kalorik Electric Jug Kettle

• Toastess Eletric Jug kettle• Westbend Cordless Electric

Kettle 53783• Presto• Hamilton Beach• Black & Decker• Aroma Electric Water Kettle• Proctor Silex Electric Kettle• Presto heat & Steep Electric

Kettle• Sanyo Electric kettle U-K170S• Saeco Electric water kettle

POUR KETTLES• Tiamo (various sizes)• Hario V60 Buono• Copco Cambridge Stainless-steel

Teakettle• Paico Coffee Tea Pot kettle• Caferry Industrial Ltd

SELECTED COFFEE BARS FEATURINGHAND-POURED COFFEE• Barefoot Coffee, Santa Clara CA• Blue Bottle Coffee, San

Francisco CA• Chinatown Coffee Co.,

Washington DC• CoffeeBar, Los Angeles CA• Coffee Commissary,

Los Angeles CA• Eternity Coffee Roasters,

Miami FL• Intelligentsia Coffee, Chicago IL• Ritual Coffee Roasters, San

Francisco CA• Steady Hand Pour House,

Atlanta GA• Jack’s Stir Brew, New York NY

SELECTIONS

that have collected in the fibers of the cloth.Refrigerating the soaking filter will also helpextend its fresh-life. Some wags recommendboiling the filter to help retain freshness for alonger period.

Cloth filters are believed by some toproduce a beverage that is less astringentthan paper or man-made filters, with littleif any sediment passing through the filterinto the beverage. Hemp is today’s fash-ionably green cloth filter choice as cottonis often grown using environmentallyquestionable chemicals. Cotton can begrown under organic farming conditions.

In 1945, The U.S. Navy, prodigious con-sumers of filter coffee, published their recipein Cook Book of the United States Navy.Basically, the Navy poured 2 gallons perpound, and then re-poured 4 gallons of thebrewed coffee again through the spentgrounds. I remember the clear very dark rubyred/brown color heavy body of brews of thatfamily, as better “tablecloth” restaurants andhotel kitchens in New York were still brewingwith recipes similar to this in the early 1960s.Restaurants and hotels served their coffeefrom heavy “hotel plate” silver servers, withheavy cream (36% butterfat) and light cream(18-36% butterfat) as whitening choices.The advent of automatic urns and paper fil-ters introduced by Cecilware, Topper,Continental and others in the early 1960sout-of-home beverage service in the U.S.changed dramatically. By 1970 the old “bat-tery” style and “combination” pour over urnswere a thing of the past. A lighter beverageemerged as the national standard, and thistrend continued until the influence of thespecialty coffee revolution, and the moveback to richer coffee to water ratios. You canfind the Navy’s filter brewing instructionsalong with those for other brew methods andthe care and feeding of coffee equipment athttp://www.seabeecook.com/cookery/recipes/navy_coffee.htm.

Around 50 years ago all industry effortswere on producing a consistent cup. Effortwas expended to eliminate the “human fac-tor” in coffee brewing for restaurant/institu-tional use as these were the largest purchasersof coffee. Then as now coffee preparationwas often left to less skilled kitchen workers.It was believed that anything that minimizedthe effect of potential human inconsistency

APRIL 2012 49

on the resulting beverage was a plus for thebeverage. Today many coffee bars are reintro-ducing an individual “craft brewed” beverageto their menu. In some cases the hand-brewed beverage is the only beverage offered.

The commercial automatic brewermanufacturers are adapting hand-brewtechniques to their equipment. Bunn callstheir system Pulse Brew, while FEDCOcalls their system Extractor.

Filter brewers for the home were over-shadowed by other brewing methods untilthe introduction of the automatic drip brew-er just before specialty coffee began to appearin bean shops and specialty food stores. Theautomatic drip brewer helped spur the dis-covery and acceptance of specialty coffee,and It continues to be an important brewingdevice in the home, along with its late 20thCentury cousin the Keurig coffeemaker, a fil-ter brewing device with added convenience,and additional controls to eliminate thepotential effects of human cup-to-cup incon-sistency in single cup brewed coffee.

The filter method today, as in the pour-over days, is to wet the grounds evenly, pause

to let the water percolate through thegrounds, and then continue to pour, in a cir-cular motion, wetting all the ground evenlyand filling the brew basket with freshlydrawn hot water. Stirring the slurry gentlewith a wood spoon or other implement notlikely to damage the filter facilitates a moreeven extraction of the grounds. Continuingthis process at intervals as the water passesthrough the grounds until all the measuredwater has passed through the brew basket.Remove the basket/cone and spent grounds,and stir the finished brew. Stirring the fin-ished beverage encourages consistency with-in the brew; a filter coffee collects in layers inthe receiving vessel, with the first brewingheaviest coffee at the bottom and the lightestbeverage at the top. There is one element ofthe hand-pour that does not appear to becarried into the present tradition, and that iscovering the filter cone between pourings toprevent the loss of aroma from the brew.

In today’s application, drama is oftenadded with the use of a long neck water pour-er held high above the waiting filter cone, andused to control a thin stream of hot water

into the grounds below. Today the pourer ofchoice is made by Hario with others offeredby Tiamo, Copco and others. The media’spick of coffeehouses to spotlight are thosethat choose the hand-pour trend as SteadyHand Pour House, Atlanta GA, Barefoot cof-fee, Santa Clara, CA, and Jack’s Stir Brew,New York, NY and where the media shinetheir spotlight, attention is paid. We canexpect to see more coffee venues adopt hand-brewed filter coffee to their cuisine.

It is de rigueur to say “filter” coffee, andnot “drip” coffee now, and hand-poured fil-ter coffee has come into its own as a special-ty brew in the last two years. It joins espres-so, and French press as the preferred deliverysystems for the cup with cache both in thehome, and at the coffee bar.

T&CTJ Contributing Gourmet/SpecialtiesEditor Donald Schoenholt, still recalls thegleaming battery of hand-pour urns in the greatunderground tiled kitchens of the Astor Hotel inNew York, where his father’s coffee was brewed.Mr. Schoenholt can be reached [email protected]



www.agtron.net

( Coffee Blending )


Plato Blends,Aristotle LikesSingle Origins

Iremember when I got my first roasting jobat a small batch roastery in Tucson. I wasa teenager and there were no Seattle based

coffee chains in our town yet. Our callingcard was a proprietary espresso recipe thatwas taught to my boss by a roaster in Milan.It was a super secret blend of 4 different cof-fees, including a pinch of a slightly expensiveRobusta from India. We also roasted a bitlighter than most at that time which inspiredmy boss to often share his favorite metaphordescribing roast philosophy with burnt toast.For anyone who hasn’t heard it: burnt toasttastes like burnt toast, no matter what kind ofbread it was to begin with. Granted, we stilloffered a “French Roast” option due todemand, but we really prided ourselves inwhat we called the “Milano Blend” and peo-ple were excited to realize that lighter roastedcoffee could actually make a balanced espres-so if it was made up of the perfect combina-tion of different coffees. But, green mermaidsmoved into town and my employer madesome unsustainable life decisions and thatroastery is a thing of the past.

That was the late 1990s. Since then, theindustry has made tremendous develop-ments in origin production, roasting and allforms of extraction. But what I really want totalk about is blending, which is the reasonfor my opening anecdote. What I find espe-

Some people are purists,

believing that a coffee is

best when unadulterated

and kept in its original

form. Others feel that com-

bining multiple coffees can

create a cup far superior to

a single origin. While there

is no right answer, there is

an art involved in the per-

fect blending of multiple

beans into one unified

taste. ( By Paul Haworth )

APRIL 2012 53

cially fascinating is the current resurgence ofthe art form. Some aspects of blending willprobably never return and for good reason.For instance, I think transparency is here tostay. Customers don’t want something thatcame from a black box. They want to engagewith every aspect of what they are consum-ing, which includes knowing all of the gos-sip about where something came from andwhat color the farmers eyes are, and so on.But roasteries everywhere are now abandon-ing the stubborn stance on exclusively singleorigin offerings and once again embracingthe craft of combining different coffees.

This has inspired some interesting fric-tion. The single origin folks scoff at blendersas they see this as a bastardization of qualityand the abandonment of the awareness theyhelped create; while the blenders think thesingle origin people are behind the timesand missing out on some great coffee expe-riences. I really see the debate as onebetween two needlessly opposed viewpoints.It really goes back to Plato and Aristotle and

the dialogue between forms and particulars.Are we to mold our craft into an idea wehave? Do we say, “Coffee should taste likechocolate (for example)” and then do every-thing we can to make it taste more likechocolate? Are we supposed to imagine theperfect cup or the most balanced espressoand then do whatever we can to realize ourimagination? Or are we better off taking allpossible pains from seed to cup to isolatevariables and maintain peculiarity? Shouldwe watch the journey our coffee goes onfrom the soil into the hand of the harvester,to the mills, to the roaster, to the purveyor,to the mouth and say, “every possible aspectof quality has been established and main-tained and so whatever this tastes like isquality—even if it isn’t what I imagined—and it is an ultimate expression of ‘coffee’”?Do we allow our confidence in quality (par-ticulars) to define our idea of coffee or do welet our idea of coffee (form) dictate what wedefend as quality?

To be honest, I see both inextricably

interwoven into the fabric of the specialtycoffee experience. We have to have an idea ofwhat quality tastes like and we have to havean idea of what coffee tastes like. The roasterwill be focused on isolating variables; theblender will be focused on combining andtherefore rearranging what has been isolated.These two crafts must be separated and oneshould never dictate the other. The fact thatthis debate is alive shows that we are at a crit-ical point in our industry. We are finallylearning what quality is and in some ways wealways will be. Every roaster will agree thatthe more variables we can isolate, the morecontrol we can have over our product. Inmany ways, the third wave has been anexpression of this desire for control as well asthe discovery of variables which had notbeen considered before. But I believe therewill come a time when the majority of vari-ables will have been isolated and the founda-tion for a deeper coffee rhythm will be laid.

It is really fun to think about what willcome next. As roasting “theory” becomesroasting “science,” purveyors will gain free-dom to be less involved with roasting andmore focused on palate development. I knowthere are a lot of concept shops that don’teven roast—they just buy and resell differentcoffees from all of the most popular roaster-ies, trusting those roasteries have perfectedtheir art. As far as I know, though, not one ofthese shops has tried blending these differentroasters together to create something totallyunique. Another possibility is in the relation-ships with farmers and roasters becomingmore exclusive. If you only roasted coffeefrom one farm, you could become an experton that particular farm alongside the farmer.In fact, a farmer and a roaster working as co-owners of an operation would be a really greatthing to witness.

As someone who has seen both sides ofthis debate, I simply want to appeal to allinvolved to recognize that single origin coffeeexperiences and blended coffee experiencesare both valid and should always be a part ofour imagination and our craft. As long as wetake what we have learned from the trend oftransparency and apply it to what we aredoing, it is never a bad thing to experiment.In fact, I would even argue that it is our onlyhope, if we want to see the specialty coffeeindustry reach maturity.


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Doi Chaang:

A Small Villagewith a Big FutureThe products vary from coffee, tea, honey, macadamia nutsand soaps — all of the finest quality. But it is not just the high-ly regarded flavors, nor the diversification of offerings that setsDoi Chang apart from other producers around the globe. It isthe business model, a story and set-up like no other, that isbreaking grounds and paving paths. ( Staff Report )

( Philanthropic Practices )

APRIL 2012 57

In order to understand Doi Chang in thepresent, it is important to grow familiarwith its past. A small village set in the

mountainous region of the Chang Raiprovince of Northern Thailand, Doi Chang(translation: Elephant Mountain) is hometo a hill tribe born of Akha heritage. Like somany indigenous cultures, poverty threat-ened to devastate the traditional way of lifeof the Akha people. Surviving a tumultuoushistory of isolation and a dependency onopium crop farming, their lives were forev-er changed in 1983 by their king, HisMajesty Bhumibol. In an effort to end hispeople’s suffering, he mandated the eradica- The beautiful coffee of Doi Chang Village being picked by a local woman

tion of opium crops in favor of viable alternative agricultural prac-tices. The Doi Chang farmers were provided with the highest qual-ity Arabica coffee plants, and guidance, as they fostered an expert-ise with the new produce.

The climate, soil composition and geographical position lent thearea to producing world-class coffee. Cultivating coffee under acanopy of various shade trees enhances the micro-climate of the area,creating a balanced ecosystem that mirrors that of a natural forest set-ting. This cultivation method maintains soil quality, as the canopyprotects against the sun and rain. The base and roots of the trees pre-vent the soil from eroding which aids in moisture retention, while thefallen leaves provide nutrients to replenish the soil. A natural habitatis created for numerous plants and animals. Through hard work,sheer determination and dedication, the Akha people have cultivatedan outstanding quality of coffee that is already well established inThailand. The growers have achieved this success with no govern-ment assistance or donations. In fact due to the prolific nature oftheir plantation, production surpassed demand. However, limitedknowledge and resources would prevent the coffee from being mar-keted and sold to its fullest potential, to an international market. Ifthe new practice of growing coffee was going to be sustainable, thevillagers were going to need outside assistance. Securing global expor-tation for their coffee beans, at fair prices, was vital to obtaining nec-essary revenues to diversify their agriculture, afford greater supportfor their families, and improve their infrastructure. Selecting the right

alliance was crucial, as it would have to be one that valued theirlifestyle, protected their culture and allowed the Doi Chang farmerscomplete independence in managing their land and future. Underthe watchful eye of tribal leader Piko Saedoo, and village mentorWicha Promyong, a Canadian businessman, John Darch, was cho-sen and the Doi Chaang Coffee Company was created.

Better Business ModelThe spirit of the village was unique, the coffee they were producingwas unique, so it was no question that the business model needed tobe special and original. So much so, that they created the term“Beyond Fair Trade” to describe their practices. The farmers retaintotal ownership of the growing and processing operations inThailand, and the Vancouver affiliate company pays “beyond fairtrade” prices for their beans. In addition to exceptional pricing fortheir beans, the village receives a 50% share on profits from the salesand distribution made by the Canadian company. The Vancouverbased Doi Chaang Coffee Company assumes all expenses in gener-ating sales by providing 100% of the funding for market develop-ment; at no risk to the farmers. More revenues flow back to thefarmers, which substantially improves their lives. Doi ChaangCoffee is entitled to purchase up to 75% of the annual productionof the Thai Co-operatives coffee, which can be sold as roasted orgreen coffee primarily in North America and Europe. The companyhas demonstrated that it is not a charity but viable alternative capi-talism. The farmers are guaranteed independence in managing theirfuture. According to the Doi Chaang Coffee Company,

“We believe that the intent of the Fair Trade Organization is hon-orable, but the minimum prices specified to be paid for the coffeebeans is essentially specifying minimum wages. Therefore it does lit-tle to break the cycle of poverty for the coffee farmers. By our going‘beyond fair trade,’ we are endeavoring to demonstrate that it is pos-



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Picking the ripe coffee cherries

sible to be profitable in the coffee industry without exploiting thefarmers or environment. Instead, by investing in the farmers andenvironment, we believe we have created a balance, with growth andsustainability for both sides.”

In essence, the Thai farming family cooperative cultivates andprocesses the beans, while the Canadian team finances, roasts, mar-kets and distributes the coffee. Under the structure of the DoiChaang Coffee Company, the growers enjoy a carried position inwhat is essentially an equal partnership.

Beyond BusinessWhile the business model has proven beneficial for both partiesinvolved, there is a more expansive angle, outside of financial gain.The partnership has helped the village develop and prosper.Subsequent crop diversification has provided food and additionalproducts, which will help stabilize the community’s economy.

To date, Doi Chang and the surrounding area is home to 8,000people; all living and primarily working together to cultivate andproduce premium organic, single-origin Arabica coffee beans. Thevillage now has running water, electricity, a basic sewage system, amedical clinic, small school and improved road conditions for easi-er access to the city. The Doi Chang farmers have demonstrated acommitment to their community with the construction of a coffeeacademy. The academy has been built solely from profits of theircoffee sales. Teachings here emphasize methods of cultivation and

processing, along with education on personal health and finance forthemselves and their families. Special attention is given to matters ofcooperative business practices, diverse crop production, quality con-

APRIL 2012 59

The rolling coffee hills of Doi Chang village in Thailand

trol and sustainable agriculture. Farmers are invited to attend, free ofcharge, to learn about various coffee related business practices. Inaddition, they are taught the value of education, health, hygiene andpersonal finances. So far, over 1,000 farmers have been educated at

the academy and the benefit is already reflected in improved produc-tivity and personal well-being of other farmers in the region. As self-sufficient and self-directed coffee producers, the Akha people of DoiChang are able to maintain their heritage and cultural values whilegrowing towards economic stability and for their community. Aswith all the other facilities, the academy has been built solely fromthe profits made from their coffee company. The Akha hill tribe ofDoi Chang Village do not accept grants or donation. Additionally,many of the youth are now receiving higher levels of education andreturning to their Akha roots in Doi Chang Village to share in theprosperity of the coffee company.

In response to those who ask why, the answer is relatively simple.By giving more back to those who do the hardest physical work inundeveloped areas with few amenities we are “not draining the well”but constantly replenishing and improving the quality. By moreincome the lives and living conditions are dramatically improved. Bybetter water, electricity, roads, schools, educations and clinics the peo-ples’ health and ability to take care of themselves, plus grow bettercoffee, improves. Last but not least, it improves the bond between thegrower and the entrepreneur because the farmers’ interest (and finan-cial benefit) does not end with selling the green beans.

Each year the tribe plants over 100,000 trees to reforest theregion to provide shade for new coffee plants, which prevents soilerosion and encourages diversification. The farmers are now pro-ducing tea, coffee blossom honey, coffee soap and macadamianuts. Now that clear-cut sections from past crop productions arebeing filled with a variety of fruit and nut trees, bushes and plants,coffee cultivation will expand within a natural setting, and contin-ue to receive the benefits of growing under the protection of a for-est canopy. Fertilization for the crops is provided by the forestfoliage, plus the skin, mucilage and parchment of the coffee cher-ries; therefore, there is no chemical pollution of the ground,ground water or streams.



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Left: The breathtaking vistas of Doi Chang Village; Right: Hand sorting the beans

In 4 years, from beginning with a smallwashing facility and just 200 acres of coffeeplants, there are now 12 washing stationswith coffee planted in 8,000 acres, 3,000acres of which currently produce coffee. Theplants take 5 years to mature so productionincreases annually. The current production of1,000 tons per acre is anticipated to increaseto 4,000 tons per acre over the next 3 years.

Thai Government has identified thesuccess of Doi Chang as a role model toother Akha Hill tribe farmers. Many peoplefrom other Akha villages are brought bygovernment officials to view and learn fromthe Doi Chang farmers.

Beyond the Bean: Markting & MediaSeeing as Doi Chaang is the only single-ori-gin, 100% Arabica, USDA CertifiedOrganic, Fair Trade Certified, shade grown,Thai coffee produced for the NorthAmerican and European markets, it is nowonder it is turning out to be such a hugesuccess. In Canada, they are now listed inover 400 grocery stores and in over 200 cof-fee shops, restaurants and hotels primarily inthe West. Sales for the past 4 years in NorthAmerica have increased from $72,896 in thefirst year to over $1,300,000 in the past year.Sales are projected to increase to around$2,000,000 in the current year.



Doi Chaang Coffee Company redefines the world “specialty” withthe caliber of products it products.

Civet CoffeeDoi Chaang Wild Thai Civet (also known asKopi Luwak) coffee beans have been passedthrough the digestive track of a wild civet, asmall nocturnal animal that searches theDoi Chang Village for the sweetest andripest coffee cherries. There are three typesof civents that inhabit Doi Chaang Village;the Asian Palm Civet, the Masked PalmCivet and the Binturong, also known as theAsian Bearcat. The beans pass through thecivet whole after fermenting in the stomach giving the coffee its exceptional tasteand aroma, creating an exotic cup with a distinguished flavor. Doi Chaang WildCivet coffee contains only 100% organic, single?origin, premium Arabica beans

Peaberry CoffeeA coffee cherry typically produces two flat?sided beans, yet when the cherry pro-duces only one oval shaped bean, it is called a Peaberry. The Peaberry bean ismuch smaller, with a higher concentrated flavor and represents only 5% of DoiChaang’s annual crop. Rare and highly sought after, Piko’s Peaberry is slowly andcarefully roasted for a vibrant and distinctive taste. Piko’s Peaberry roast has anintense fruity floral aroma and a heavy full?bodied profile. The organic and FairTrade coffee is deep?toned with a hint of earthiness, contains 100% Arabic Beansand was awarded 93 points in the coffee review 2008.

Blue Tea (Wu Long Soft Branch)This tea is the only certified Organic tea in Thailand, USDA and Organic FarmingEU, and is in the beginning process of the Fair Trade application. The tea is knownbeing grown on approximately 25 acres, producing 4-5 tons per year, with anexpected growth of 8-10 tons in the future. As of now, the company havs 400 Kgsfrom last season and 500 Kgs of a new crop, with 80% of tea production can besent to Canada. The tea is half fermented for 36 hours and then machine rolledand packed in a location near Doi Chang call Wawi Village.

The tribal people of Doi Chang

U.S. distribution partners are to beidentified and marketing efforts are beingdesigned to affect the U.S. market and driveadditional sales. The Doi Chaang CoffeeCompany plans to mirror successful publicrelations and marketing campaigns beingfeatured in Canada. A comprehensive pro-gram was created to build brand awarenessby profiling the Akha people of Doi Changand their incredible story. In Canada, theresult was an award winning long formatfeature on Global TV entitled “Beyond FairTrade.” This 4-part series exposed the story,philanthropy and business model of thecompany. Doi Chaang has more Media(TV, newspapers, magazines and socialmedia) coverage than any other Canadiancoffee company, with new articles at leastweekly. The stories focus on the outstand-ing quality of the coffee and the uniquerelationship between Canada and the farm-ers, a clear and welcome indication of a shiftin consumer attitudes.

In August 2010, Doi Chaang formed astrategic alliance with Canterbury Coffee,the largest private coffee company in

Western Canada, and entered into an out-sourcing arrangement with Canterbury toroast, package, distribute, invoice and collectpayment for Doi Chaang Products.

The Doi Chaang Coffee Company re-defines a “win-win situation.” All partiesinvolved prosper from the hard work and

dedication. The environment benefits fromthe careful and cautious sustainable prac-tices. The village of Doi Chang can lookforward to a bright future with a securelivelihood. And John Darch andCanterbury Coffee can pride themselves onexposing the world to a special cup.



FUSO international

The smiling face of a village that has come so far


Modern ProcessGetting The Grind Right For MillionsIt’s been 30 years since Dan and PhilEphraim launched MPE, the global leader inthe industrial coffee grinding industry. Butas the brothers stride through their state-of-the-art headquarters, they are quick torecall the rich heritage of their family-owned operation.( By Kevin Sinnott and Lois Nelson )

( Company History )

APRIL 2012 67

With customers in over 50 coun-tries, MPE is the world’s stan-dard in industrial coffee grind-

ing systems. But their international baseof operation is firmly rooted in the soil ofChicago’s South Side — not far fromwhere the brothers grew up in a family ofnine children.

Dan was an executive in a coffee com-pany, and his brother, Phil, a mechanicalengineer for another manufacturing cor-poration, when they decided it would besmart to buy a company where they couldcombine their entrepreneurial and engi-neering expertise. When Dan first spotteda small company named Modern Processfor sale in 1981, he quickly recognized itcould be a big thing. He had no idea justhow big.

Modern Process was founded in 1957by Don Stage and Roger Fardig who reman-ufactured Gump Grinders, perhaps the bestgrinders of the day. Business was good – butthey never wanted to get too big, fearingthat large competitors would rise up andswallow them. Silently, they grew and cap-tured most of the grinder remanufacturingbusiness in North America. Just as quietly,they put the company up for sale.

“We always talked about going intobusiness together,” Phil says, “and Danknew the coffee business. I came downwith our father to look at the company.Dad turned to us said, ‘Boys, this lookslike a great business, buy it.’”

“So I said, ‘let’s jump.’”With their father’s blessing and sup-

port, Phil and Dan made the bold move tobuy in a depressed economic climate; inter-est rates were 21%, unemployment was10.5% and inflation had soared to over13%. The brothers received an industrialrevenue bond from the City of Chicago —and begged and borrowed the rest.

Within months, they moved into thesmall shop and started designing andbuilding equipment that would revolu-tionize the world of coffee grinding.

Constantly Changing Their GrindsAs the technology of grinding has changeddramatically during the past three decades,so has the company’s leadership.

As Dan begins, “When the company

first began, most of grinding was percola-tor, some was instant or soluble and theremainder vacuum, popularly called Silex.During the 1990s, Espresso grew from 2-3% to 5-10%, depending on how youmeasure it. Today, drip holds steady at 70-80% and other grinds at 20%.”

Lizzie Ephraim was only a year oldwhen her dad, Dan, launched MPE. Today,she’s the director of marketing and the com-pany’s spokesperson who can expound onthe evolution of the grinding business.

“With changing technology, demandscontinue to increase. Making a coarsegrind is relatively easy,” says Lizzie, whosetechnical knowledge clearly demonstratesher Ephraim DNA. “However, as youachieve a finer and finer grind, thedemand on a grinder is greater, and thesophistication of the grinder becomeshigher. So a grinder that is produced forcoarse grinds will last three or four timesas long between services and recondition-ing as one that’s grinding a fine grind.”

Dan continues, “Today’s brewingmethods can be more efficient. The brew-ers are better and the controls are betterso that you can make your coffee some-what finer, getting extra extraction for thesame amount of ground coffee, even

urns. Yesterday’s urns used a coarsergrind, more towards a French Press grind.Today, when you see an urn in a facilitylike McDonald’s, it typically takes a finer,drip grind.”

Staying Ahead Of The GrindThere are other brewing methods thatchallenge grinding technologies such asthe new pod brewing business, which hasenormous consumer appeal.

“To us, the pod business has becomevery significant,” Dan continues. “You’renow taking the brew method that typical-ly takes four minutes and saying, ‘Okay,I’m going to have a pod coffee in 20 sec-onds.’ It’s incredible how much moresophisticated the grind has to be.”

Phil adds, “With pods, the size getssmaller, but so do tolerances. We have to becareful because the brew time and portionsize gets very specific. It is truly a science.”

Phil points to an ancient method astaxing as any domestic grind, in fact moreso. “The finest grinds we do are neitherpods nor espresso. Turkish grinding is aspecialty for us too.”

MPE sells to industrial users who eval-uate product efficiences with very tighttolerances. Dan is quick to point out that


( Company History )

An early photo of Phil and Dan with one of the original Gump-Style units

industrial evolution, not a specific brew-ing method, is responsible. “Grinds ingeneral keep getting finer, and peoplewant zero waste. People won’t deal withsomething that’s 60% efficient anymore.They want 95 – 100%.”

The Clear FrontrunnerWith the fact that every cup of coffeerequires grinding coffee, when it comes toindustrial grinding, Modern Process isclearly out front.

“In the United States, we are the solemanufacturer of industrial coffeegrinders,” states Lizzie. “How much ofour business a number of years ago wasoverseas? Minimal. Now, it’s a very signif-icant portion.”

Dan cites an early startup customer:“When the leading coffee shop brand wasjust a three-shop operation, we were theirsupplier. We sold them their first grinder.”Phil fires the punch line, “And they’re still

our customer.”“Internationally, grinding for instant

coffee continues to be a big business andwe continue to make the special grinders

for this market. In fact, last week weshipped an entire system for a company inVietnam that’s building an instant coffeeproduction plant.”

More Than A Cup Of CoffeeMPE builds and develops a myriad of sys-tems supporting coffee grinders, includ-ing conveying systems.

“Now, our customers want us todesign, incorporate and integrate all themoving parts. So, we integrate the silos,weighing systems, blending systems aswell as the other parts of a factory. We’vebuilt the process systems for some of thebiggest factories in the country.”

But the business extends beyond thegrinding of coffee beans. In fact, anythingthat’s ground or ‘granulized’ is a potentialModern Process customer. This includessalt and spices – and extends to other foodand chemical products.

Service Makes The DifferenceParamount to being the technology leaderis catering to a global network of customerswith ever-demanding needs for service.

“We don’t have a service department thatjust kicks it down the road,” says Phil. “Wetake it very personally when somebody callsus up to report an issue. We know them andwe want to to fix it. Whether that’s a$10,000 grinder or $300,000 grinder, wewant that problem to be solved.”

Phil motions to a suitcase partially


( Company History )



obscured by a cubicle wall. “Today I’mheaded to Israel, with 2,000 pounds ofparts to help a customer. We paid forthose to be flown over.”

Dan adds, “They’re our customer andwe want to take care of them.”

Lizzie sums it up: “In business, peoplelike dealing with us and have a high levelof confidence in us.”

Considered by many to be the U.S.’Boeing equivalent in the coffee industry,Dan says, “We never forget the impor-tance of our customer relations.”

A Gentler Way To Move A BeanSo how does an industrial coffee grindingcompany expand its market reach? By cre-ating a new market opportunity, of course.

MPE makes no secret that their loveof new products and ratchet tweaking hasled to their newest breakthrough technol-ogy — one suited to coffee, as well asother products. It’s called Chain-Vey, andDan describes the potential for this prod-uct line in one word. Tremendous.

“It’s significant,” Dan adds, “because

it’s an enclosed tube and a really gentleway to move products around. It’s greatfor whole bean, green and roasted, as wellas ground coffee. The idea of a sealed, air-less container traveling around a plant isvery attractive for a lot of products.”

Lizzie snaps a coffee bean between herfingers showing how easy it is for effect,“It doesn’t break up the whole bean”

It’s Their Kind Of TownThe one thing that isn’t changing anytimein the foreseeable future at ModernProcess is the company’s loyalty to itshometown manufacturing base.

Dan doesn’t hedge, “All our manufac-turing is done right here in the U.S., andwe want to keep everything here.”

“Right here in Chicago,” adds Lizzie,again without hesitation.

For two decades, her grandfather, MaxEphraim, served as chairman of the boardand provided wise counsel. After he retiredas chief engineer for a General MotorsDivision, he spent every Thursday at thefactory. “He knew more about our workersand their families than we did,” says Phil.

Max passed away 10 years ago, butthe values he instilled in his sons andgranddaughter continue to produceamazing results.

Lizzie continues, “Dan and Phil comefrom a family of nine. But when it comes

to large families, there’s no contest here.We have guys in the plant who come fromfamilies even larger. We didn’t plan it thatway, but we love big families and we thinkthat our focus on family fosters growthwithin our organization.”

To encourage their employees’ healthand wellness, MPE recently installed astate-of-the art workout and fitness area.And holidays celebrations — completewith grab gifts, turkeys and hams — are ahighlight for the entire company.

Dan smiles broadly, “Every year, wethrow a Christmas party and honor ouremployees with a great dinner, bonusesbased on performance and gifts. This pastChristmas, I think we were all looking inamazement as we saw how many peoplehave been here for a long tine. They are apart of all this success and our vision forthe future.”

“The same place for 30 some years,”Phil reflects. “I remember when the firstemployee hit 15 or 20 years. Nowthere’s a number of them with 25 yearsright here in our building. They’re partof our family.”

“This has always been a family-orient-ed business,” Dan responds. “It’s such apart of who we are – and it’s key to oursuccess.”

“It always has been, and always willbe,” says Lizzie with a smile.

( Company History )

Max, Dan and Phil Ephraim






Mauigrown Coffee Reports Record Harvest With Maui Mokka ItsShining StarMauiGrown Coffee reported a record harvest of their Arabica coffee varietiesgrown at the 500-acre Kaanapali Estate. MauiGrown Coffee is the largest indi-vidually operated coffee grower in the U.S. and the original and only majorproducer of 100% Maui Origin Coffee in the world.

Since MauiGrown Coffee was established in 2003, the company has beenworking on revitalizing the coffee plants abandoned by the old Pioneer MillCompany, which closed its doors in 2001. Today, the fruits of their labor canbe seen and measured.

The cherries of MauiGrown Coffee’s four coffee varieties – Yellow Caturra,Red Catuai, Typica and Maui Mokka – have increased in size due to better nutri-tion received by the coffee trees over the years. The plants are much healthier andin better condition thanks to the ongoing efforts of veteran farmers and grower Kimo Falconer, president of MauiGrown Coffee, whoalso serves as current president of the Hawaii Coffee Growers Association. MauiGrown Coffee stores the dried cherry raisin for sixmonths before milling the coffee. This technique enhances the body and brings out the hearty plum, cherry, and dark chocolate notesand accentuates the characteristics of this particular varietal – what coffee connoisseurs expect from a superb cup of coffee.

MauiGrown Coffee Distributors, LLC, PO Box 10428, Lahaina, Maui, Hawaii 96761; Tel: + 1 808 357 1204, Fax: +1 808661 4165, Web: www.MauiGrownGreenCoffee.com

Coffee-Mate Introduces Sugar-Free French VanillaLiquid Creamer Singles Nestlé Coffee-Mate has announced the introduction of Sugar-Free French Vanilla Liquid Creamer Singles — another Coffee-

Mate exclusive for foodser-vice. Now operators can offerthe same rich, creamy, deli-cious taste in a single-servewith 40% fewer calories thanregular French Vanilla.Today’s health-conscious con-sumers are driving thedemand for “better-for-you”beverages out of home. Infact, 42% of consumers saythat a low-sugar option high-ly influences their decision topurchase a beverage. Intoday’s coffee-savvy world,offering popular flavoredcreamers can deliver a com-petitive edge and help opera-tors appeal to a wider range

of customers—including those watching their weight, lookingfor ways to limit their sugar intake or just trying to find choic-es that are better for them.

With only 15 calories per serving, new Coffee-Mate Sugar-Free French Vanilla is also cholesterol-free, lactose-free andgluten-free.

Nestle Coffee-Mate, PO Box 2178, Wilkes-Barre,Pennsylvania 18703; Tel: +1 800 637 8534, Web: www.coffee-mate.com

Pour Haiti (From Haiti/For Haiti) CoffeeThere is a new coffee coming to Floridathat not only tastes great, but it does agreat deal of good. Par Haiti/Pour Haiti(From Haiti/For Haiti), launched byHaiti Originale LLC, tastes great becausethis hand-roasted coffee is made withtop-quality, all-natural 100% HaitianArabica beans. It does good because thedollars generated by sales of the coffeehelp to increase income for Haitian farm-ers and workers while supporting rein-vestment into the Haitian economy.

Par Haiti/Pour Haiti coffee willlaunch in the U.S. in select Whole Foods Markets in Florida inMarch. Haiti Originale was established following the devastatingJanuary 12, 2010 earthquake to provide a platform for sustainabledevelopment and create jobs in Haiti. Products marketed in part-nership with internationally recognized consumer brands are iden-tified with the Par Haiti/Pour Haiti logo, allowing consumers andmarket partners alike to recognize that the mere purchase of suchproducts provides Haitian farmers and workers the dignity ofemployment. The Par Haiti/Pour Haiti program extends acrossmany categories including apparel, artisan crafts, coffee, cocoa,rum and fresh produce.

The full-bodied coffee has a rich aroma of caramel andfruit with a flavor profile that is deep and complex with a hintof chocolate.

Haiti Originale LLC, Tel: +1 305 753 8613, Email:[email protected], Web: www.parhaitipourhaiti.com

( Product Showcase )

Two leaves and a bud Paisley Tea Co.Two leaves and a bud tea company, a seven year veteran of the organic,whole leaf tea business, is excited to announce it is venturing into theworld of traditional English style tea with the creation of Paisley Tea Co.

British by way of India, the paisley pattern, like tea, became popular inthe 17th century. The Paisley blends are inspired by premium English tea— rich, robust, dark in the cup and delicious with or without milk. As twoleaves and a bud Founder and CEO Richard Rosenfeld says, “It’s bold, it’sstrong, and you don’t think, you just drink it. Brew it up, add some milkand there you have it.”

Rosenfeld’s goal in creating Paisley is “to offer premium quality tea thatisn’t often seen in the world of affordable, everyday tea.” With more bags in each box (24 tea bags), 10% more tea in each bag, andmore robust flavor, Paisley lives up to its tagline: “more than one might expect.”

In addition to being value priced, Paisley Tea maintains the same commitment to values as two leaves and a bud. All of the teais certified organic, Fair Trade and Non-GMO Project verified. The company will continue its mission to add value from crop tocup, from grower to consumer, by ensuring that growers and the environment are treated with respect, while providing consumerswith an exceptional cup of tea.

Paisley Tea Co. will offer four varieties of tea — Organic English Breakfast, Organic Double Earl Grey, Organic DecafEnglish Breakfast and Organic Ginger Green.

Two Leaves and a Bud, 23400 Two Rivers Road, #45, Basalt, Colorado 81621; Tel: +1 970 927 9911, Web: www.paisleytea.com

Monin Blender-Ready Fruit Smoothie MixesMonin Gourmet Flavorings is launching a new line ofconvenient, blender ready fruit smoothie mixes.Conveniently pre-sweetened, Monin Fruit Smoothie Mixesare made with real fruit and other natural ingredients andare now available. The five popular flavors—Mango,Peach, Wildberry, Strawberry and Strawberry Banana—canalso be blended with any fruit flavored syrups from Moninto create a nearly endless variety of choices for your moreadventurous customers.

The 46 oz. resealable aseptic containers are airtight,until opened, to preserve freshness and flavor. Unopenedsmoothie mixes have a 12-month shelf life and do notrequire refrigeration, making them ideal for operators withlimited cooler space.

Fresh frozen drinks are now fast and easy. Simply pour overice, blend, and serve. Monin offers over 200 specialty syrup,sauce, purée and smoothie products designed to add flavor andprofit to specialty beverages.

Monin, 2100 Range Road, Clearwater, Florida 33765; Tel:+1 727 461 3033, Fax: +1 727 461 3305, Email: [email protected], Web: www.monin.com

Hain Celestial Announces New Product Offerings —Celestial SeasoningsA leader in specialty tea since 1969, Celestial Seasonings brand isproud to introduce Sleepytime Vintage Packaging with a speciallimited edition 40th anniversary vintage box for 2012 featuringcaptivating heritage artwork and a retro layout for the iconic brand.The best-selling specialty tea has expanded its product offerings forchildren of all ages with the introduction of new Sleepytime KidsGoodnight Grape herbal tea. Starting with the Sleepytime blend ofbotanicals and naturally sweetened with stevia, Sleepytime KidsGoodnight Grape herbal tea is an excellent source of antioxidantVitamin C per serving. Also new to celebrate 40 years ofSleepytime herbal tea, Celestial Seasonings brand is launching a fla-vor extension, Sleepytime Peach herbal tea. The blend combinesthe time-honored Sleepytime blend with the delicious flavor ofripe, juicy peaches. Also new to Celestial Seasonings brand offer-ings is Jammin’ Lemon Ginger herbal tea featuring an invigoratinglemon aroma and a sweet and spicy lemon ginger flavor enhancedwith ingredients traditionally known to aid in digestion includingroasted chicory, ginger extract and lemon verbena. Lastly, CelestialSeasonings introduced Sweet Harvest Pumpkin Black Tea, thenewest holiday tea blend featuring the flavor of pumpkin and a

variety of spices including cinnamon andginger, a treasured aroma and spicy fla-vor of homemade pumpkin pie that willextend the holiday tea season.

The Hain Celestial Group, Inc.,4600 Sleepytime Dr., Boulder, Colorado80301; Tel: +1 303 530 5300, Web:www.celestialseasonings.com

APRIL 2012 75

American Coffee Corporation American Coffee Corporation of Jersey City, NJ is celebrating its20th anniversary. The green coffee trading company was estab-lished in New York City on April 24, 1992 by Jeremy Woods inpartnership with the German trading company Hamburg CoffeeCompany Hacofco mbH to service the U.S. specialty coffee mar-ket. American Coffee has since become a wholly owned sub-sidiary of Hacofco and expanded its product line to cover the fullscope of commercial, gourmet and sustainable qualities. In 2004,the company moved to its current location in Jersey City andnow acts as the North American agents for Hacofco. We wouldlike to express our gratitude to all of our customers, suppliers andservice providers for two decades of continued support, statedCEO Bent Dietrich.

For more information, email at [email protected] or call +1201 433 2500.

Coffee Fest New York City Highlights The Northeast and New York City in particular may be one ofthe most vibrant and thriving markets in the specialty coffeeindustry if Coffee Fest New York is any indication. Over 2,349coffee shop retailers, restaurateurs and other specialty coffee pro-fessionals sampled the latest in specialty coffee, tea and relatedproducts at Coffee Fest New York, March 9, 10, & 11, 2012. Inaddition to the competition, attendees sampled from over 150exhibition booths and could attend over 65 classes and work-shops. In addition to the 2,349 attendees, the Coffee FestExhibitors accounted for an additional 800 badges bringing thetotal attendance to just less than 3,300.

Awards were given to the top three new products for con-sumable and non consumable to the following: non-consumable:1st place: Coffee Talk & The Daily Dose –The New Coffee TalkPower Press “Giving your press releases the attention theydeserve”; 2nd place: Pacific Bag – 12oz-16oz Biotre Sid GussetBag with Valve; 3rd place: European Gift & Houseware - LaPavoni Rapid Delivery Espresso/Cappuccino Pod System.Consumable: 1st place: Torie & Howard - Organic Hard Candy;

2nd place: Alicia’s Artisan Edibles – Farm Fresh Milk Caramels;3rd place: Effie’s Homemade - Effie’s Homemade Tea Biscuits

The Coffee Fest Latte Art Championship was an amazingevent featuring head to head competitions with 64 phenomenalcompetitors. 1st place went to: Kim Yeung of Holly BrownCoffee – Hong Kong. $2,500.00. 2nd place went to: RyanSoeder of Counter Culture Coffee – Boston, MA. $1,000.00.3rd Place went to: Nick Van Slett of JP’s Coffee & Espresso –Holland, MI. $500.00.

For more information, visit www.coffeefest.com

Sethuraman Estate Coffee is First Robusta Certifiedby the Coffee Quality InstituteSethuraman Estate’s Robusta Kaapi Royale (RKR) has becomethe first Robusta coffee certified by the Coffee Quality Institute’sR Coffee System. In a blind evaluation performed last month,the coffee achieved a score of 82.76 to receive the first RCertificate issued in the organization’s recently launched FineRobusta initiative.

“CQI’s mission is to improve the quality of coffee and thelives of the people who produce it, including those who growRobusta,” commented CQI executive director Ted Lingle.“Robusta farmers have not enjoyed the higher coffee prices of thepast several years, as low (or no) standards for Robusta coffeeshave rendered them an inferior substitute for their Arabicacousins,” he continued. “The R Coffee System was established toset an industry standard and independently identify high quali-ty Robustas so that these coffees may receive the acknowledg-ment and market differentiation they deserve.”

In a process similar to the industry standard Q CoffeeSystem, R Coffees are evaluated by three Licensed R Gradersunder the Coffee Quality Institute’s R Grading System at CQIor one of its authorized in-country partners. Coffees successful-ly meeting the standards to be considered Fine Robusta asdefined by the Fine Robusta standards receive an R Certificate.Those that do not meet the minimum requirements receive atechnical report.

“We are truly honored to receive the first quality certificatefor a Robusta coffee from CQI,” said Sethuraman Estate man-aging partner Nishant Gurjer. “This is not only an importantachievement for the people of Sethuraman Estate, it is a his-toric moment for all Robusta coffee growers. We hope that thisprogram will go far to change Robusta’s reputation in the spe-cialty coffee industry and to inspire all Robusta farmers toimprove quality.”

For more information, visit www.coffeeinstitute.org

New Product Launches Signify Continued Growth inSustainable Sourcing at Expo WestThe Natural Products Expo West – the nation’s largest tradeshow in natural, organic and healthy products – just con-cluded, and this year’s exhibit features numerous productlaunches from companies committed to sourcing sustainably

( Trade News )


from Rainforest Alliance Certified farms. The RainforestAlliance is seeing an increasing number of companies makeserious commitments to sustainability, and five companieshighlighted their new commitments and product launches atthis year’s Expo.

“Expo West is the go-to show for the natural foods industryand provides an important venue for companies to highlightsocial, environmental and economic responsibility,” said AlexMorgan, senior manager of sustainable agriculture at theRainforest Alliance. “These new commitments and productlaunches reflect the growing recognition of the RainforestAlliance Certified green frog seal as a global symbol of sustain-ability, with 500 new companies registering to buy or sell certi-fied products in 2011.”

Clif Bar & Company announced that 100% of cocoa ingre-dients for CLIF Bar will be sourced from Rainforest AllianceCertified farms, making the energy bar line the first in its cate-gory to commit to certification for all of its cocoa-based ingredi-ents. CLIF Bar energy bars carrying the Rainforest AllianceCertified seal on packaging will be available in 2013.

Dagoba Organic Chocolate announced that its completeline of USDA Certified organic chocolate products will bemade with cocoa beans from Rainforest Alliance Certifiedfarms. By mid-year consumers will be able to purchase DagobaOrganic Chocolate products that bear the Rainforest AllianceCertified seal.

NibMor announced that it will expand its current offering ofchocolates made with Rainforest Alliance Certified cocoa, withthe addition of Daily Dose of Dark — small chocolate squaresmade with 72% cocoa, perfect for snacking anytime.

The Republic of Tea announced the launch of a new ”BeActive Teas” collection, including five organic green rooibos-based teas: Get Restored, Get Hydrated, Get Limber, GetBurning, and Get Active. Each tea is blended with organicgreen rooibos, sourced from Rainforest Alliance Certifiedfarms. The Republic of Tea also launched a collection of“Green Rooibos Teas” made with rooibos from RainforestAlliance Certified farms.

Yogi Tea announced the launch of three new teas madewith organic rooibos from Rainforest Alliance Certified farms— Soothing Caramel Bedtime, Caramel Apple Spice SnackTea and Honey Lavender Stress Relief. Consumers can spotthe Rainforest Alliance Certified green frog seal on the frontof packaging.

Other companies already working with the RainforestAlliance and exhibited at Expo West include: EndangeredSpecies Chocolate, Naked Juice, Back to Nature, Seth Ellis andJustin’s Nut Butter.

For more information, visit www.rainforest-alliance.org

Juice Bar by StarbucksStarbucks Corp will open the first store in its new EvolutionFresh juice bar chain, its biggest move outside coffee and one ithopes will boost the company’s position in the $50 billion healthfood sector.

The juice bar business is, however, fragmented and intenselycompetitive and some analysts say the Evolution Fresh shopscould have lower margins than Starbucks’ coffee shops.

With Starbucks yet to detail how many juice bars it plansto open, the popularity of its first shop, located in Bellevue,Washington, an upscale city just east of Seattle, will be close-ly watched.

It will sell fresh and bottled fruit and vegetable juices,smoothies and food, such as wraps, salads and soups. The menuwill include vegan and vegetarian options.

The world’s biggest coffee chain bought Evolution Fresh for$30 million in cash in November and at the time, Starbuckschief executive Howard Schultz said successful independent juicebars have annual sales of well over $1 million per unit.

Analysts have said that is a bit less than an average U.S.Starbucks cafe but more than a typical store for rival Jamba Inc,a publicly held juice and smoothie chain which has struggled inrecent years after Starbucks and McDonald’s Corp introducedcompeting products. The Evolution Fresh store opening comesjust ahead of Starbucks’ annual shareholder meeting.

Investors in Seattle-based Starbucks have seen shares in thecompany soar since it restructured by slashing costs and clos-ing nearly 1,000 stores around the world. The stock, whichwas trading at just under $10 in February 2009, closed at$53.21 on recently.

Starbucks’ purchase of Evolution Fresh was in line with itsstrategy to sell a broader range of branded products through itsown cafes, grocery stores and other retail outlets. Since purchas-ing the company, Starbucks has expanded distribution of its bot-tled juices beyond a handful of retailers that included WholeFoods Market Inc to more grocery sellers. The juices will also besold in Starbucks’ company-owned stores this year.

For more information, visit www.starbucks.com

APRIL 2012 77

Coffee Analysts appoints Spencer Turer as Director of Coffee OperationsCoffee Analysts is pleased to welcome Spencer Turer to the man-agement team as director of coffee operations. Turer’s dutiesinclude overseeing daily operations of the physical and sensorytesting labs, serving as lead cupper/taster, operations manage-ment, and business development.

Turer began his coffee career in 1994 as a barista/cafémanager and began roasting coffee in 1995. His managementexperience includes coffee quality testing and product devel-opment, green coffee sourcing and supply relationships, greencoffee trading and commodity market analysis, retail market-ing, menu development and barista training. He has traveledto coffee producing countries throughout Central and SouthAmerica, touring farms and mills, sourcing the world’s finestcoffees. “Spencer’s diverse coffee industry experience will bean asset to Coffee Analysts,” stated Dan Cox, president ofCoffee Analysts.

Spencer is a member of several coffee industry commit-tees with the Specialty Coffee Association of America andthe National Coffee Association of the U.S., including theEditorial Advisory Board for Roast Magazine. He is afounding member of the Roasters Guild and is a frequentspeaker and presenter at trade conferences. Spencer haspublished articles on coffee topics in trade and consumermagazines, assisted book authors on coffee industry opera-tions, and is a respected coffee taster (cupper.) He is anexperienced coffee competition judge and has worked withthe United States Barista Championship, Cup of Excellenceand Q-Auction events.

Spencer is a Magna Cum Laude graduate of Johnson &Wales University, earning degrees in Culinary Arts andFoodservice Management.

Coffee Analysts is a private, independent laboratory thatspecializes in testing, analyzing and evaluating green androasted coffee, new coffee product development, and coffeespecification programs. Coffee Analysts does not sell coffee.We analyze, test, and evaluate coffee products for producers,exporters/importers, roasters, foodservice operators and pri-vate label brands. We use the best possible scientific equip-ment to ensure quick, clear, and precise results.

Sara Lee Names Van Pelt, Minvielle Operating Chiefs Sara Lee Corp. named its international coffee and tea companyD.E Master Blenders 1753 and appointed insider Harm-Jan vanPelt and former Unilever PLC executive Eugenio Minvielle aschief operating officers to lead the business, which is being spunoff later this year.

The packaged-food company said Douwe Egberts is one ofthe best-selling brands in Europe and the D.E Master Blenders1753 name reflects the company’s heritage while emphasizingits future.

“With a brand that is beloved worldwide and has been for

centuries, this new name and brand identity is the logical nextstep in our strategy,” said International Beverage chief executiveMichiel Herkemij in a release.

Once the spinoff is completed, the company plans to launchan aggressive global campaign to promote the new company.

Sara Lee said Van Pelt will oversee the business in easternEurope, Australasia and Latin America. His appointmentbecomes effective April 30, and he will continue as chief operat-ing officer rest of world once the international coffee and teabusiness is spun off.

Van Pelt, 49 years old, joined Sara Lee in 1998 and is a mem-ber of the company’s executive committee. He has held a num-ber of international marketing and general management roles inboth the household and body care business and the coffee andtea business.

Minvielle, 47, was previously chief executive of NorthAmerica, overlooking Unilever’s operations in the U.S., Canadaand the Caribbean. Sara Lee said he has more than 20 years ofexperience in the consumer packaged goods industry, primarilyin the coffee industry.

Minvielle will be chief operating officer of Sara Lee’sinternational coffee and tea developed markets division, pri-marily focused on Western Europe, and a member of theexecutive committee.

The company reported last month its fiscal second-quarterearnings fell 44% on charges as an 11% jump in coffee and teasegment sales contributed to a 6.3% revenue increase. Sharesrecently traded 11 cents lower at $21.43.


( People News )Obituaries

Bob WeiskopfThe Tea Association of the USA has informed the com-munity that, Bob Weiskopf, a veteran of the tea industryhas recently passed away. Bob died on Monday, February13, 2012 at his home in Pennsdale, PA. He was 89 yearsold. A Harvard graduate, WWII veteran and ColumbiaMBA, Bob was well known in the Tea Trade, havingworked for James Fyfe Co., Stein Hall Co. prior to join-ing North American Crop Services, a subsidiary ofEastern Produce, in 1980. During his career he was onthe Board of Directors of the Tea Association as well asserving on many of its committees. Bob was also knownas a great tennis player, having captured many a TeaConvention Trophy with his aggressive net play andsteady baseline strokes. He and his wife Nancy raisedtheir children in Larchmont, NY before moving toWilton, CT. Upon leaving the Tea Trade, he establishedhis own business called REW Consulting, importers oftropical products, Tea, Coffee and Essential Oils. Bob waspredeceased by his wife of 61 years, Nancy and is survivedby his four children and 8 grandchildren.

Marley Coffee Announces New Sales Leadership in CanadaMarley Coffee, a sustainably grown, ethically farmed and artisanroasted gourmet coffee, announced the addition of RaymondPahlad as vice president of sales, Canada.

In his new role, Pahlad will be responsible for Canadiansales and marketing as Marley Coffee continues its interna-tional expansion. Based in Vancouver, British Columbia,Pahlad will spearhead sales and marketing programs across allchannels, including retail distribution, foodservice and officecoffee service. Prior to joining Marley Coffee, Pahlad wasdirector of business development at Canterbury CoffeeCorporation, Western Canada’s first and largest premiumcoffee roaster. He managed Canterbury’s turnaround of itsbase grocery business, driving double-digit increases in bothsales and volume over the last six years. While at Canterbury,Pahlad worked with Marley Coffee on the brand’s Canadianintroduction.

“With Ray’s extensive background in consumer productmanagement and his existing knowledge of our brand, we’rethrilled to have him join the Marley Coffee team,” said BrentToevs, CEO, Marley Coffee. “We see tremendous growth oppor-tunity in Canada and Ray knows the market as well as anyone inthe industry. We’re grateful to our friends at Canterbury Coffeefor supporting Ray’s decision to join us and we look forward toworking with them on continued success.”

“I’ve always admired and enjoyed working with Ray as heunderstands the vision behind why we started Marley Coffee,”said Rohan Marley, chairman of Marley Coffee. “I’m really excit-ed to see how he will help to shape the brand as we continuegrowing worldwide.”

In addition to his work with Marley Coffee, Pahlad was a keyexecutive at Canterbury Coffee in developing go-to-marketstrategies for the ReSIProcate and Coastal Coffee brands. In hismore than 25 years in grocery management and consumer pack-aged goods, Pahlad has helped lead purchasing, market analysis,forecasting, brand development, marketing, tasting and sourcetours. Pahlad has previously held positions with OverwaiteaFood Group, Ocean Fisheries and Osram Sylvania.

“When you work with Rohan, you can see the passion forcoffee and his family,” said Pahlad. “I appreciate Rohan’s dedica-tion to his father’s dream and legacy, and I’m excited to helpbuild on that dream by expanding the availability of MarleyCoffee. I’m also a lifelong soccer player, so Marley Coffee’s sup-port of Kicks for Cause and creating playable fields for youth inJamaica is a tremendous bonus.”

In Canada, Marley Coffee currently offers six varieties ofits Whole Bean coffee packed in 12oz. bags as well as Single-Serve Pods for home, office and foodservice. The companyexpects to expand distribution of its Marley Coffee OrganicGround line into Canada in 2012. Marley Coffee OrganicGround is certified to meet standards of USDA Organic andCanada Organic Biologique.

APRIL 2012 79

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Starbucks New Milk Steaming PitcherStarbucks customers expect high-qualityespresso beverages. From pulling the per-fect shot of espresso, to creating velvetysteamed milk, and connecting with cus-tomers, Starbucks baristas constantlystrive to exceed these expectations bymaking delicious, handcrafted beverages.

This spring, Starbucks introduces aninnovative new milk steaming pitcher thatenables Starbucks highly-trained baristasto consistently steam milk with a velvetytexture and help ensure that high-qualityespresso beverages are handcrafted per-fectly every time.

As part of Starbucks commitment toespresso excellence, our product andR&D teams always look for ways toenable consistent beverage quality. Afterseveral months of development and test-ing, Starbucks created a new milk steam-ing pitcher that raises the bar for perfect-ing handcrafted espresso beverages.

This new innovative pitcher designwill allow Starbucks baristas to handcraftespresso beverages more efficiently andconsistently, so they can continue to deliv-er great customer service.

The narrower, dome?shaped bottomensures perfectly steamed milk for alltypes and sizes of Starbucks hot espres-so beverages consistently every timewhen the steaming wand is submergedinto the new steaming pitcher. Newpitcher shape creates a “whirlpool”effect that creates tiny microfoam bub-bles and minimizes large “soapy” bub-

bles. Microfoam created by Starbucksbaristas will enhance both the textureand taste of every handcrafted espressobeverage – the perfect foam tastessweeter and creamier and has a shinyand meringue-like appearance.

The new milk steaming pitcher will bein use at Starbucks stores in the U.S.,Canada and throughout Europe.

Starbucks Coffee Company, 2401Utah Ave. South, Seattle, Washington98134; Tel: +1 206 447 1575, Fax: +1 206447 0828, Web: www.starbucks.com

The New SG120 from CapressoCapresso introduces the new 12-CupStainless Steel Coffee Maker (SG120),with a stylish and space-saving design.This advanced model offers high valuewith attractive features including a 24-hour programmable timer, gold tone fil-ter and an Aroma setting to extract thecoffee’s full flavor. At only 6 inches wide,its compact footprint makes it ideal forkitchens of any size.

Designed to offer the best extractionof flavor and aroma, the CapressoStainless Steel Coffee Maker brews upto 12 cups in less than 10 minutes. Amultiple spray nozzle ensures that wateris distributed evenly over the grounds,saturating them for maximum brewingquality. The drip-stop feature gives theuser the ability to interrupt the brewing

cycle to pour a cup, with no spills. Thehandy Aroma setting slows down thebrewing process to maximize flavorwhen brewing a full pot, and it ensuresthat the best taste is extracted whenbrewing just a few cups at a time.

Easy to use, the large buttons makeprogramming simple and straightforward.The 24-hour programmable timer fea-tures an illuminated display that can beeasily viewed day or night. The internalwater level indicator clearly displays 2 to12 cup markings.

Featuring a design that transcendsclassic and contemporary, the attractivebrushed stainless steel housing is com-plemented with a 12-cup glass carafewith an ergonomic handle, brew-through lid and drip-free pouringspout. Black accents add a stylish touch.As an added safety feature, the coffeemaker comes equipped with a two-hoursafety shut-off.

Capresso, PO Box 775, Closter, NewJersey 07624; Tel: +1 800 767 3554, Fax:+1 201 767 9684, Email: [email protected], Web: www.capresso.com

Jura Impressa J9 One Touch The Jura Impressa J9 One Touch TFTmakes it easy to prepare the best in spe-cialty coffee beverages: simply turn therotary dial to choose your coffee bever-age, press the button and enjoy. Thishandsome one-touch automatic coffeecenter can prepare specialty coffee bev-erages from latte macchiato to ristrettoat the touch of a button, without mov-ing the cup.

This is the first model in the line tofeature the new state-of-the-art TFTcolor display, offering state-of-the-art“technology for today.” This large 3.5-inch-square display combines graphicsand text to showcase the type of beverage,number of ounces, coffee strength andamount of milk, making it easier thanever before to personalize your brew. Usethe TFT display to view the options andselect your choice, and then just press thebutton for a delicious cup of crema cof-fee, espresso, latte cappuccino or lattemacchiato in less than 60 seconds.

( Equipment & Packaging News )


Another Jura innovation ensureshigh-quality foamed milk with a fine,feather-light consistency, guaranteed toplease today’s sophisticated coffee lovers.Jura’s revolutionary fine foam technolo-gy adds the finishing touch to specialtycoffee drinks with the best in steamed orfoamed milk.

Jura-Capresso Inc., 81 RuckmanRoad, Closter, New Jersey 07624; Tel: +1201 767 3999, Fax: + 1 201 767 9684,Web: www.us.jura.com

Frieling French PressIn response to consumer demand, Frielingis adding a new a 51 fl. oz. Stainless SteelFrench Press to its best-selling FrenchPress line.

Frieling’s Stainless Steel French Pressdelivers fresh, rich-tasting coffee in ele-

gant housing, featuring a beautiful andstylish mirror finish. Made of 18/10 stain-less steel, the line is valued for its beauty,durability and easy maintenance. Thepress features double-wall constructionfor optimal temperature retention afterbrewing, a very handy feature when brew-ing larger quantities.

Naturally BPA free, all componentsare dishwasher safe, with no plunger dis-assembly needed.

Frieling’s Stainless Steel French Press isalso available in 8, 16, 23 and 36 fl. oz.,and the line also includes a creamer,sugar/condiment bowl, tray frother andtea maker.

Frieling USA, Inc., The FrielingBuilding, 1920 Center Park Drive,Charlotte, North Carolina 28217; Tel: +1704 329 5100, Fax: +1 704 329 5151,Web: www. frieling.com

Thermo Fisher Scientific Apex Metal Detector Thermo Fisher Scientific Inc., launchedYES!, a new global rapid availability pro-gram for its line of APEX metal detectors.

The company has developed the pro-gram to address a variety of time-criticalissues ranging from crisis response forrecalls to production disruptions due toequipment failure. The Thermo ScientificAPEX metal detector line is knownworldwide for its sensitivity, accuracy,durability and high-level performance.

Until now, food processors have hadto either try to find a used metal detectoror borrow one from a different manufac-turing line or facility to address animmediate product contaminationinspection requirement.

In most countries around the world,food processing facilities will now beable to take delivery of a new APEXmetal detector in less than 48 hours,versus the industry standard of four-to-six weeks.

“Food processors do not have the lux-ury of waiting several weeks to receiveequipment to address a foreign objectcontamination issue. When a problempresents itself, it is critical that a solutionbe found immediately. As a result, we’ve

established YES!, the first global rapidresponse program for metal detectors,”explained Bob Ries, lead product manag-er, metal detection and x-ray inspection,Thermo Fisher.

In addition to addressing crisisissues, the YES! rapid availability pro-gram helps minimize the impact of pro-duction line shutdowns due to a metaldetector going offline. With more gro-cery chains and big box retailers man-dating foreign object contaminationinspection for the food products sold ontheir store shelves, the rapid availability

program is also ideal for last-minutecustomer audits.

“In today’s cost-sensitive manufactur-ing environment, food processors cannotafford any unplanned production disrup-tions. Downtime not only negativelyaffects productivity, it also affects busi-ness relationships with those furtherdown the supply chain,” added Ries.

Thermo Scientific APEX metaldetectors are available in a wide rangeof types and aperture sizes includingthe advanced, conveyor-based APEX500 metal detector; the streamlinedand economical conveyor-based APEX100 system; as well as the drop-throughAPEX 300.

Thermo Scientific, 46 Jonspin RoadWilmington, Massachusetts 01887; Tel: 1978 642 1132,Web: www.thermoscientific.com

APRIL 2012 81


( Marketplace )Agtron Inc. ....................................................51

Ahlstrom ......................................................19

American Coffee ..............................................4

Ancap Cups & Mugs......................................49

Buencafe ........................................................3

Buhler ............................................................55

Bunn-O-Matic ................................................15

Cablevey ....................................................6, 7

Cimbria ........................................................24

Coffee Holding ................................................8

Coffee Kids ....................................................72

Cup For Education ..........................................9

Daewon GSI ..................................................65

Descamex......................................................10

Deutsche Extrakt Kaffee GmbH ..................29

Dillanos ..........................................................50

Display Café/Innovated Products Mfg. Inc. ....C3

Doi Chaang Coffee International ..................79

E.K. Int’l Co., Ltd. ..........................................61

Eland Inc........................................................77

Flair Flex ........................................................26

Florapharm ............................................60, 79

Fresco Systems USA ..................................C2

Fuso ........................................................31, 64

Gea Niro ......................................................27

Henry P. Thomson ........................................58

IMA ..............................................................63

INTL FCStone Inc. /

FCStone Latin America, LLC ....................21

John Larkin ....................................................30

Kloth & Kohnken Teehandel GmbH ..............36

Maximus Coffee Group ................................59

Modern Process Equipment ........................11

Nasa Corporation ..........................................44

Novozymes A/S ............................................25

Oliver Manufacturing......................................45

Pod Pack International ..................................C4

Probat Burns..................................................13

Quality Espresso SA......................................32

Rekerdres & Sons ........................................28

Rooibos ........................................................39

Scolari Engineering ................................33, 73

SSP (Pvt.) Ltd. ..............................................41

Tea & Coffee World Cup Singapore 2013....42, 43

Tea Association..............................................20

Teamac ........................................................69

Teepack ........................................................37

Theta Ridge Coffee ......................................76

Tomlinson ......................................................26

Tsubakimoto Kogyo Co. Ltd. / Twinkle ..........17

Ultra Flex / Quality combo ..............................5

Velteko S.R.O ................................................71

Walker Coffee Trading L.P. ............................38

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Roasted to perfection, not beyond recognition.

Tel: 212-348-5400Fax: 212 348-6292

[email protected]@orensdailyroast.com

2012 UKERS’ TEA & COFFEE GLOBAL DIRECTORY

& BUYERS’ GUIDE

Ukers’ is the #1 reference tool in the worldwide tea and coffee industries.

Email [email protected] for a copy now.

ORDER NOW!

to show them off....and I’ll show you how

Come see the

Quick-Drip

in action and other

innovated solutions

for one-cup brewing

Com

e se

e us

at

SCAA

Boot

h No. 1

0057

1365 Mid-Way Blvd. Unit #11Mississauga, Ontario, Canada, L5T 2J5

s h o w m e y o u r b e a n s @ g m a i l . c o m

Toll Free: 1-888-717-BEANTe l : ( 905 ) 564 -1184Fax : (905 ) 564 -1187

Display Café Ltd. / Innovated Products Mfg. Inc.

Come see the

Quick-Drip

in action and other

innovated solutions

for one-cup brewing

Com

e se

e us

at

SCAA

Boot

h No. 1

0057

For samples, please contact us at 225-752-1160

or at [email protected].

11800 Industriplex Boulevard, Ste. 9

Baton Rouge, Louisiana 70809

225-752-1160 fax: 225-752-1163

[email protected] • Specialists in Private Label and National Branding • www.podpack.com

26 Tower Hill Lane

Kinnelon, New Jersey 07405

973-492-3244 fax: 973-283-1316

Come see us at

SCAA Booth #9043

NAMA OneShow Booth #629

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