Specialty Coffee Association of America’s 5th Annual Symposium 1

Welcome Welcome to the 5th Specialty Coffee Symposium. Take a moment to look around: colleagues who share your commitment to coffee, and who seek to build a better, stronger, more prosperous coffee industry surround you. The Symposium community is a collection of coffee leaders who seek to connect, learn, and discuss. Our team has worked hard to curate a program of talks to spark ideas, to inform the difficult task of pushing specialty coffee forward. However, Symposium isn’t just about listening to talks. It’s about interaction with your peers. Reach out to those who you encounter here, to process the information you’re presented with, to build the networks that will serve us all in the challenging years that lie ahead.

Our shared future for coffee is filled with possibilities, both positive and negative, and it’s those possibilities that we focus on this year. What might happen with the current outbreak of Coffee Leaf Rust and how might we fight back? What are the possibilities of coffee genetics, in plant conservation and breeding? What about collaboration, a recurrent Symposium theme that has already borne fruit? And the power of the marketplace and consumer research unlock even more options for us- what shall we do with this power?

This is why we are calling this Symposium “The Realm of Possibilities”. I’m honored to explore them with you all.

Forward,

Peter Giuliano, Director of Symposium

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Program Wednesday, April 10, 2013

7:30 – 8:30 Breakfast

9:00 – 9:40 Part I: Introduction, Symposium, and the Long View

We begin by looking at macroeconomic and global trends in coffee: Where are we going? How has our history shaped us, and in particular the past decade? What is the next decade likely to bring? The purpose of Symposium is to come together, exchange ideas, and prepare us for the challenges we face in specialty coffee. Leaders of the specialty industry will address the latest indicators for the future of coffee, and the way the Symposium community can best leverage our shared intellect and resources.

Welcome and Introduction Ric Rhinehart |Executive Director, Specialty Coffee Association of America

On Symposium Peter Giuliano | Director of Symposium, Specialty Coffee Association of America

9:40 – 11:00 Part II: Coffee Leaf Rust: History, Crisis, Response

The biggest coffee news of the year is the Coffee Leaf Rust outbreak in Central America, which is having a profound effect on coffee production in the region, and will have a particularly powerful impact on specialty coffee. We’ll examine the history of the disease, the nature of tropical agricultural diseases like Rust, and the best way to mitigate their effect on the specialty coffee industry.

Humans Vs. Pests: The Long View Steve Savage | PhD/Consultant/Blogger, Savage & Associates

Hemileia Vastatrix: What we Know, What Remains to be Learned Mary Catherine Aime | PhD/Associate Professor, Purdue University

Coffee Leaf Rust in Central America Alejandro Keller | Manager, Finca Santa Isabel

11:00 – 11:30 Coffee Break

11:30 – 12:30 Lunch

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12:30 – 1:50 Part III: Coffea Genetics: Unlocking the Possibilities

What is our current understanding of the coffea genus? What has led to the genetic restriction we see in coffee agriculture worldwide? How can we conserve coffee diversity, and use it to preserve, develop, and improve coffee in the future? A series of scientists will present on the subject, including a primer on coffee varieties, breeding, and biology.

Everything is Predetermined (for Plants) Emma Bladyka | Science Manager, Specialty Coffee Association of America

Arabica: From Origin to Extinction Aaron Davis | PhD/Head of Coffee, Royal Botanical Gardens, Kew

Strategies to Preserve Coffee Genetic Resources Chifumi Nagai | PhD/Sr. Research Scientist, Hawaii Agriculture Research Center

Discussion Moderated by: James Hoffmann | Owner, Square Mile Coffee Roasters

1:50 – 2:10 Coffee Break

2:10 – 5:00 Part III: Coffea Genetics (Cont.)

Arabica Varieties and their Limitations Christophe Montagnon | PhD/Director, RD2 Vision

The Environment-Gene Interaction: Impacts on Coffee Quality Antonio Chalfun-Junior | PhD/Assoc. Professor, Universidade Federal de Lavras

World Coffee Research: New Genetic Solutions Timothy Schilling | PhD/Executive Director, World Coffee Research

Discussion Moderated by: James Hoffmann | Owner, Square Mile Coffee Roasters

5:00 – 6:00 Cocktail Reception

6:00 – 10:00 Dinner: Jasper White’s Summer Shack (By Reservation) 50 Dalton Street, Boston, MA 02110 We’ve reserved the legendary Summer Shack restaurant in Boston for Symposium delegates to continue their engagement over lobster, seafood, and wine.

Please reference your Symposium badge for your dinner reservation time.

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Thursday, April 11, 2013

7:30 – 9:00 Breakfast

9:00 – 10:30 Part IV: Collaboration and Potential

This session will explore new and exciting collaborations that have recently emerged to address persistent challenges in specialty coffee. We’ll examine the potential of collaboration as a way to maximize effectiveness, and address the unique pros and cons of collective action. A series of thought leaders will share stories of their collective actions, and invite delegates to join the collaborations, or begin their own.

Food Security and Collective Impact Shauna Alexander Mohr | Coordinator, Coffeelands Food Security Coalition

Information and the Power of Unintended Collaboration Peter Kettler | Director, Radio Lifeline

Let’s Talk Coffee: Collaboration for a Healthy Supply Chain David Griswold | President, Sustainable Harvest Coffee

Discussion Moderated by: Kim Elena Ionescu | Counter Culture Coffee

10:30 – 11:00 Coffee Break

11:00 – 12:00 Part V: The Power of Innovation and The Market

Small, craft business has been the core of the specialty movement since the beginning, and we still learn lessons from entrepreneurs who share their experiences and motivations with the Symposium community. In this session, we’ll take a critical look at how market forces influence small coffee producers, young specialty coffee economies, and other specialty foods.

Able Brewing and the Kone Story Keith Gehrke | Owner, Able Brewing

Building a Business from Coffee Waste: The Back to the Roots Story Alejandro Velez | Co-Founder, Back to the Roots

Taza: A Craft Chocolate Company Alex Whitmore | Managing Director, Taza Chocolate

12:00 – 1:00 Lunch

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1:00 – 2:30 Part V: Innovation and The Market (Cont.)

Traceability and Geocertify: A Story of Innovation Arthur Karuletwa | Director of Global Traceability, Starbucks Matthew Hodges | Founder and CEO, GeoCertify

Mo’ Money, Mo’ Quality, and Other Myths About Micro Lots Kim Elena Ionescu | Buyer and Sustainability Manager, Counter Culture Coffee

The Asian Coffee Market for Dummies Al Liu | Trader & Certified Coffee Specialist, Atlas Coffee Importers

Discussion Moderated by: Peter Giuliano, Director of Symposium, SCAA

2:30 – 3:00 Coffee Break

3:00 – 4:00 Part VI: A Deeper Understanding of the Specialty Coffee Consumer

In 2012, Symposium began a series dedicated to consumer research, giving Symposium delegates a cutting-edge glimpse into the mind of the coffee consumer. Building on the findings from SCAA’s first round of research, we’ll present and analyze the findings of a new multi-city consumer study with a particular focus on understanding growth opportunities and how to develop meaningful messaging for consumers in the “specialty growth zone” to assist their movement up the learning curve. This will be an unprecedented and invaluable look for those who seek to build their businesses around how consumers really value the coffee experience.

Meet the Specialty Coffee Consumer Video by Nicholas Cho | Co-Owner, Wrecking Ball Coffee Roasters

SCAA Consumer Research: An Analysis Tracy Ging | Director of Sustainability and CSR, S&D Coffee

5:30 – 10 The Event Opening Ceremonies and Welcome Reception for 25th Annual SCAA Exposition

The SCAA’s 25th Annual Event will be held immediately following Symposium, April 11-14, 2013 at the Boston Convention Center. Join us for the Opening Ceremonies of The Event for a look back at 25 years of the SCAA Exposition.

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Join the Conversation During Symposium

Please feel free to contact us during Symposium if you require any assistance or would like to provide feedback. We can be reached at symposium@scaa.org at any time throughout the event for questions or comments.

Post questions or comments on Twitter @specialtycoffee

Official event hashtag: #SYMP2013

Conversation Lounges | In addition to lectures in the main room, two environments at the Harvard Club will be dedicated to interaction and connection, allowing Symposium delegates to interact and discuss the topics of the day while watching live-broadcasts of the Symposium talks in the main room. Maximize understanding by discussion with colleagues while never missing a moment of the larger conversation.

Sensory Experience Room | This year, we’ve added a tasting room, designed to explore the subjects addressed in the Symposium main room. We’ll taste a number of unique coffee varieties, adding depth and understanding to the coffea genetics series. We’ll explore other foods and flavors, since flavor is the essential underpinning of specialty coffee and the experience that drives the industry. Use your Coffee Biology Handbook to take notes on the varieties that you sample, and be sure to share your thoughts with fellow Symposium attendees.

After Symposium Videos | Select session videos will be made available after the event in the Symposium Video Gallery. Check back throughout the year for newly added videos from the 2013 event.

News | Look for articles on Symposium related topics in The Specialty Coffee Chronicle (articles available online at scaa.org/chronicle) and on the Symposium website (visit the news section at scaasymposium.org).

Feedback | Share your impressions of the program by completing a short survey, which will be emailed the week following the event.

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Credits

Peter Giuliano, Director of Symposium Ric Rhinehart, Executive Director

Lily Kubota, Content & Communications Melissa McGuinness, Event Management

Sarah Moss, Event Management Katy Goulding, Business Development

Emma Bladyka, Coffee Science Christopher Schooley, Coffee Design & Experience

Temsy Chen, Video Director Sarah Dooley, Barista Lead

Special Thanks Colleen Anunu

David Piza-Cossio Mike Ebert

Molly Laverty Luz Stella Artajo Medina

Stephanie Ratanas

Content Development Jesse Bladyka

Tim Castle Hanna Neuschwander

Trish Rothgeb

Audio/Visual Audio Visual One (AV1)

Sprudge.com

Program & Media Nicholas Cho

James Hoffmann Kim Elena Ionescu

Shauna Alexander Mohr Matt Riddle

Thanks to the entire SCAA staff for all their efforts throughout the year to make this event possible.