See you in Seattle - Artisan at SCAA

Looking forward to the great gathering of passionate, innovative, game-changer coffee people in Seattle next week!  www.scaaevent.org 
If you will be there, too, I hope we cross paths. Here are a few things to look for:

Learn new stuff! Attend one of the two panel lectures I am moderating:

Cost to Produce vs. Price: Producers Narrow Margins

Saturday, Apr. 11, 9:00 - 10:15am
The Conference Center (adjacent to the expo hall bldg.) - Room 304

• Presenter 1: Mark Lundy, International Center for Tropical Agriculture, CIAT
• Presenter 2: Saurin Nanavati, COSA (Committee on Sustainability Assessment)
• Presenter 3: Ben Carlson, Long Miles Coffee
• Moderator: Ruth Ann Church, Artisan Coffee Imports

Economics of Quality & Price: Insights From CoE Auction Data

Saturday, Apr. 11, 10:30 - 11:45am
The Conference Center (adjacent to the expo hall bldg.) - Room 202

• Presenter 1: Norbert Wilson, Auburn University
• Presenter 2: Adam Wilson, Thrive Supply
• Moderator: Ruth Ann Church, Artisan Coffee Imports

Roast Magazine -- Early Release of the May/June edition

Pg. 25, you'll find an article I wrote: "A New Focus on Farm-Level Economics" which reviews Rwanda and Burundi and research related to potato taste defect in those countries.

IWCA Breakfast - Saturday, April 11, 7:30 - 9:00am
With the theme: Inspiring Change: Make it Happen, this breakfast event will recognize, acknowledge, and celebrate the work and achievements of women in all aspects of the supply chain within the coffee industry. (Ticketed - $60)
I have just joined as a volunteer board member and co-chair of the Research & Education Relations committee, so I'm "all in"!

Roasters Guild Party:

Saturday, Apr. 11, 7pm - 1am -- Gameworks (World Sports Grille), 1511 7th Avenue

If you haven't been before, go! This is a great mixer and fun way to finish off the conference. I will look for you.

Hope to see you in Seattle!

New Instructor Development Program Co-hosted By Artisan in Ann Arbor

Jan. 2, 2014
Happy New Year!
Big News -- the SCAA's Instructor Development Program (IDP) and the all-new Advanced Instructor Development Program (A-IDP) will both be offered in beautiful Ann Arbor, MI on Feb. 8 & 9, 2014. Artisan Coffee Imports is co-hosting the educational program with local roasters, Zingerman's Coffee Co. and Mighty Good Coffee. Artisan is especially proud to be helping to bring this "train the trainers" course to Michigan. "It's a way to raise the bar for training and education at any coffee company," says Ruth Ann Church, Artisan's President. "To be in specialty coffee, you also really have to be about education."

The location will be one of Zingerman's classrooms, close to the roaster, which is near the Ann Arbor airport. (Yes! You can fly your little Sand Piper nearly up to the front door!)

The course will look a little like this... only with Ildi Revi as the instructor!

For all the details and registration, go to the SCAA website with a click here for the regular IDP, and a click here for the Advanced IDP.

The Advanced IDP is designed to help instructors refine the art of giving feedback to students. The SCAA is considering making this course a requirement for those teaching internationally.
Sign up today!

West Coast Cafes -- Stumptown's Decaf

Cupping @ Stumptown during SCAA

April 19, 2012
It was drizzling rain as I scooted out the door of the trolley-like train that had brought me into downtown Portland from the convention center this Friday morning. "Very appropriate," I thought, as I wound my way on the outskirts of Chinatown to third street. "I'm finally in Portland, OR, going to Stumptown's cafe and it's a perfect Portland rainy morning."

Inside the non-pretentious building the atmosphere was warm, welcoming and spacious. With high ceilings, and a long coffee bar, the cafe had the feeling of a large atrium. Near the back, the staff had set up a great selection of bourbons from 3 different continents for cupping. As I got started, other guests arrived for the cupping. A couple that had just opened a cafe near San Diego, and veteran roaster from Colorado who had been on the road for 8 weeks or so. Portland was just his latest stop.

The Stumptown staff was incredibly friendly and helpful. When I talked with the head trainer about decaf coffees, he generously pulled one of their bags off the shelf and gave it to me. "Cup it at home," he suggested.

Passed the QGrader - Summary of 4 Retakes

Hopedale, Mass., Saturday, Oct. 15, 2011
Passed! Yesterday at Coffee Solutions in Massechusetts I got the great news, I had passed the 4th of my 4 retakes needed to complete the QGrader certification.
Indonesian Cupping: took that first thing Thursday morning along with the other 10 people in the class and at least one of the other people doing re-takes. Challenging! The calibration cup was a washed PNG. So bright and clean it hardly seemed like an Indonesian. I gave it a higher score than the rest of the group. That's OK -- this is what calibration is for, right?

I was able to pick out that reference cup on the table when there were 6 coffees to cup blind. Of those 6 one was bad. I got that one, too, but thought (after the review with Rob Stephen, the instructor) that I hadn't dinged it hard enough. On the rest, I surmized that I had scored each relatively low compared to the scores Rob said he would have given them. I had over corrected on the scoring! But it must be that others had scores in a broad range also, because I did still pass. (One's cupping scores have to be within the range set by the group.)

Matching Pairs: This is one of those tests that takes place in a darkened room with red lights. Very Halloween-like! Each cupper faces a table with 8 or 10 sets of 4 coffees. Two of the coffees have an acid added to them, two of them don't -- they're just the same standard coffee that's in every cup. So the test is to 1) pick the 2 cups that have the acid and 2) name the acid that's been added.

Roasted Grading: This is the easy test -- note that one does not necessarily pass the first time just because it's easy. Like me! I honestly did not know what a quaker was the first time I took the QGrader, so I incorrectly identified some light-roasted beans as quakers. I studied up on it in the meantime, though, and this time was able to pass!

Aromatics - dry distillation: I think there are 4 aromatics tests, where one has to name the smell contained in each of 9 different little vials. The dry distillation set includes such things as cedar, clove, pepper, coriander, malt, maple, tobacco and roasted coffee. Again, having the opportunity to focus my study only on these aromas helped me pass this one the 2nd time around.

It's a rigorous test to pass, but it achieved a goal for me -- not so much having the certificate, but having a much more in-depth appreciation for the SCAA cupping form and the skill and craft of cupping. I'd been to many of the cupping classes at SCAA events. They were good introductions to cupping, but even the advanced ones do not have enough time and intensity to force a comprehensive understanding of how we cup and evaluate coffees. There's so many questions and nuances that get questioned and answered when a group of 10 - 12 coffee professionals work through the QGrader exam agenda over the course of a week.

Once completed, one has to say -- "you were right on, Ted!" (Lingle). And to all the QGrader instructors -- especially the two that tolerated and trained me a VERY BIG THANK YOU -- Rob Stephen and Kelly Amoroso, you guys are the best.

Coffee & Cocoa International Shines Spotlight on Decaf

July 2011:
This month's issue of Coffee & Cocoa International has two features of interest to those pursuing high-end decaf coffee. Pgs. 26-27 review the presentation given at a workshop at the SCAA convention in Houston, May 1, 2011. The presentation, "Dissecting Decaffeinated Coffee" was given by Jose Ramirez of Farmer Brothers Coffee and Ruth Ann Church, of Artisan Coffee Imports.

Further in is a "Trader Profile" on Artisan Coffee Imports with quotes from Ruth Ann Church and photos from her trips to origin, like the one posted here. (Pgs. 44-45)

You can download a .pdf of both articles by clicking here, to go to Artisan Coffee Import's press page.

SCAA Houston - Day 3 - Benefit Breakfast, Lunch & Show Floor

Apr. 30, Started off today with the breakfast benefiting the non-profit International Women's Coffee Association (IWCA). I've attended these breakfasts ever since my first SCAA 5 years ago in Long Beach. Each year I find them so inspirational. They have speakers with fascinating stories and the women around the table are usually like a mini United Nations. It was so great to see Elvy again - an exporter and friend from my trip to El Salvador in 2009.

At an Utz hosted cupping that morning, we cupped Brazils, 2 from Honduras and 1 from Guatemala. I liked the Honduras Cocafelol the best.

For the first time at SCAA, I went to the Coffee Quality Institute (CQI) lunch. Since CQI does the Q Grader courses, I feel like I've become part of this circle. Like IWCA, it was impressive to hear about the ways they are working around the globe to assist coffee farmers. I accidentally sat down at a "sponsored" table -- the sponsor being Deli Cafe from Costa Rica. Many thanks to Grace Mena, President of Deli Cafe, who graciously welcomed me, ignoring my faux paux!

After lunch I finally got to the trade show floor. It was a bit of a whirlwind - a mix of pre-planned meetings and visits to booths I'd been planning to visit for weeks. Thanks to Theta Ridge who agreed to have Artisan's decaf Kenyan-Meru sample on display along with their other fine coffees.

After the show floor closed, I was on to my first Roaster's Guild annual meeting. I just joined this year, which apparently is a milestone year. Long time chair, Beth Dominick, was stepping down after an incredible run. There was lots of anticipation for the upcoming retreat in W. Virginia. First time on the "right" side of the Mississippi!

Finished off the evening at Armadillo Palace and the Roaster's Guild party. It was great to see Connie Blumhardt of Roast Magazine and a big crew of SCAA staff.

Caribou: "We don't like to punish our decaf customers."

I had the chance last week to chat with Brett Struwe, fellow Roasters Guild member and Director of Coffee Operations at Caribou Coffee Co. The topic was Caribou's relatively unique and ground-breaking move 5 years ago to upcharge $.1o for a cup of decaf coffee. It says it plain as day on each menu board. Decaf whole bean bags get an upcharge of $1.00.

I asked Brett why. He answered that there was a strategic decision made at the time that they would upgrade the quality of their decaf offering. To them, that meant serving only water-process decaf and toll-decaffeinating green coffee they sourced from trusted vendors (i.e. instead of buying "off the shelf" decaf from a decaffeinator). To cover the costs of this quality upgrade, they had to charge more. A standard "upcharge" per cup and per pound seemed simplest. "Seems to be working, or we wouldn't be doing it, " Brett said.

He commented further on how they are dedicated at Caribou to offering a certain level of quality, even if it means they lose a percentage of the market. Then he made the comment that was so perfect I had to ask if I could quote him in my blog, "we don't like to punish our decaf customers."

Thanks Brett and the crew at Caribou!

4th Day of the Q Grader Exam

Long Beach, CA. SCAA headquarters (also CQI headquarters). Just finished the 4th day of the Q Grader exam. There's 10 of us in the class, an instructor (Kelly Amoroso) and an assistant instructor from Korea, Paul Kim. We're all exhausted at this point in the week. It's as tough as they say -- I'll have to re-take several parts. But well worth it -- I'll be a more educated and confident cupper regardless of whether I get the certificate this time around.

Skill Building Workshop in Ann Arbor a hit!

The SCAA Skill Building Workshop, May 13-14, in Ann Arbor, MI was a treat for coffee professionals and a watershed for the coffee industry in southeastern Michigan. Maybe even for the Midwest as a region.

Tom Isaia and the crew from Coffee Express as well as Allen Leibowitz from Zingerman's and Greg Miricle from Great Lakes Coffee were all instrumental in getting the event together. As if those 3 names aren't big enough, the event also brought in Trevor Corlett from Madcap Coffee Roasters in Grand Rapids, Jack Groot frim JP Coffee and the Midwest Barista School, and a large contingent of Canadians, such as Richard Ottenhof, of Multatuli Coffee in Kingston, Ontario.

I was the only green coffee importer represented, as far as I know amongst this crowd of ~ 100 top notch coffee professionals. As Artisan Coffee Imports I cupped some amazing coffees during Allen's Comparative Cupping course (see video). As a generic SCAA member, it was fun for me to be a porter for Trevor's Milk & Latte Art class (see video).

The informal Motown Barista throwdown of latte art at the Plymouth Bean coffee company was my first throwdown. Three judges (Allen, Jack Groot and Sherry from JP Coffee) quickly gave a thumbs up or thumbs down as two baristas at a time competed to create delicate rosettas in the foam and crema of the lattes they pulled. The excitement and suspense created a wonderful and fun atmosphere -- collegial even.

Roasters question: is great decaf really feasible?

"Is it really feasible for a roaster to offer a high-end decaf (i.e. Micro-lots/with certifications), when the demand for it is only part of an already small market segment (all decaf being 15% of total)?" This was on one of the great questions during the Q&A part of my co-presentation for the Roaster's Guild seminar on decaffeination at the SCAA conference in Anaheim. Reuben Mood of Signature Coffee was the "asker" and he was right on target -- this is also one of the most challenging and frequently asked questions I get as an importer of specialty green decaf.

My answer in brief, "niche marketing and niche pricing". One may ask a car manufacturer, "is it really feasible to sell an outrageously fast sports car with no room for luggage and only 1 passenger?" If your entire system is geared up to manufacture and sell low cost, high volume automobiles, it probably isn't feasible to add the high end, branded coup. But if your current business is selling high end SUVs (like Hummers), it might be a profitable expansion of your business to also sell high end sports cars. [Analogy; if you're already promoting high-end regular coffees that are selling for a premium, it won't take much to include high end decaf.]

To bring the analogy a little closer to home, I believe some crazy guys at Peet's wondered one day if they could build a franchise on coffee that costs $3 a cup instead of a $1 a cup. America was very used to $1/cup coffee. But here we are 15 years later with Starbucks on nearly every corner. They used marketing savvy and the let the consumer decide. The same will be true for decaf. Find a great decaf, promote it as premium and make sure you put a price on it that earns you, the roaster, a profit. Our data show that decaf consumers are extremely price elastic and loyal.

Stay tuned for the next question in this series...