cocotea 2015

How can science help to create new value in coffee?

elp to coffee?

Nespresso is delighted to invite you to the 2nd Coffee Conversation on the theme

« The quality of the experience »

On stage we will have a panel of experts in coffee and related fields, all strongly connected to aspects of

consumption.

All participants to the Cocotea conference are welcome to join in the conversation.

June 21, 2015Aveiro University, Portugal

For more information about the symposium pleasecontact britta.folmer@nespresso.com

Nespresso

About

Created in 1986, pioneered the portioned coffee segment and has been continuously innovating to deliver the highest quality coffee experiences to consumers worldwide. The company has transformed coffee culture and become the reference for highest quality portioned coffee worldwide. Headquartered in Lausanne, Switzerland, operates in 62 countries and has more than 10,500 employees. In 2014, it operated a global retail network of over 400 exclusive boutiques.

For more information, please visit www.nestle-nespresso.com

Welcome by Karsten Ranitzsch, Dean Sanders,

GoodBrand; and Professor Manuel Coimbra, University of Aveiro

The scientific context

We will kick off with four informative presentations to set the context for the conversation.

Peter Giuliano, Director of the SCAA Symposium, USAThe experience of holistic quality

What do we mean when we talk about the ‘quality of the experience’? While the coffee community may define quality by way of scorecards, the beverage itself is just one component of quality. Peter will lead us towards the idea of looking at quality as more holistic, from the cup to the surroundings when we enjoy that cup, the human interaction and the deeper meaning of consumption.

Silvia Rocha, Professor of Chemistry

at Aveiro University, PortugalUnveiling wine and coffee aromas: the molecules, their origin and impact on aroma properties

Silvia will explore how molecular analysis helps to understand the way aroma compounds depend on the plant variety, and consequently play an important role in the differentiation of products. We will hear how this knowledge in combination with appropriate processing methods can help producers to optimise product sensorial aspects. Parallels between wine and coffee will be drawn.

Melissa Caldwell, Professor of Anthropology

at University of California, Santa Cruz, USASafe spaces and dangerous grounds: The place of morality in coffee cultures

Melissa will take us on a journey of coffee consumption in the world and help us understand that the settings in which we enjoy the beverage are profoundly ‘cultural spaces’, where various concerns come to the fore. She will explore how different historical and socio-cultural contexts shape the character of coffee spaces in different countries. Melissa pays particular attention to the way that this influences how people consume coffee together and their total coffee experience.

Coffee break

Rick Schifferstein, Professor of Industrial Design

at Delft University, NetherlandsUnderstanding and creating consumer experiences

Rick will conclude the presentations by focusing on the understanding and creation of the consumer experience. Rick will describe how elements such as the food presentation, packaging materials, tableware, and consumption situation impact both the consumer experience as well as preference.

Panel discussion

Panel discussion with Luís Sottomayor, Sogrape Vinhos, Portugal;

Georg Riedel, Riedel, Austria; and Karsten Ranitzsch,

, Switzerland

After the presentation part of the symposium Dean Sanders, founder of GoodBrand, will take on the role of moderator of the 'Conversation'. In order to broaden the discussion, a panel of 3 industrial experts in the fields of coffee and wine will be invited to join the speakers, Each of these experts has direct experience of what it takes to create powerful and meaningful consumer experiences. The highly reputed winemaker Luís Sottomayor heads the Œnology team for Casa Ferreirinha and all Sogrape Port Wine brands. Luís will contribute to the discussion with his experience of producing high quality port wines. Georg Riedel, 10th generation owner of Riedel Glassworks, is a passionate glassmaker, with over 40 years experience and specialisation in sensory evaluation, and the research of how the shape and size of a vessel influences our perception of hot and cold beverages. He is the creator of varietal specific stemware. Karsten Ranitzsch is Head of Coffee at and has managed most aspects of the

coffee value chain, from coffee sourcing, to sustainability, product development and sensory. Karsten’s experience will allow us to relate the various insights we will have gained through the Coffee Conversation back to our favorite beverage: coffee.

Debate open to the audience

End of the 2nd Coffee Conversation

Continue the conversation over drinks

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Agenda

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