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MEDIA PACK 2016Print | Digital | Events

MEDIA PACK 2016 PAGE 2

INSPIRING COFFEE EXCELLENCEThe Speciality Coffee Association of Europe

represents the heart of the coffee community.

Our mission is to create and inspire excellence in the coffee community through innovation, research, education and communication.

We have 3,000 members in 90 countries around the world and 30 National Chapters actively engaged in promoting

coffee excellence at ground level.

We communicate through the power of print, through dynamic digital media channels, and through world-class events.

We offer a direct route to market, providing you with a range of interactive platforms to promote your products and services

to the top purchasers, decision-makers and stakeholders in the global coffee industry.

To find out how our media can help you grow your business, contact Keith Amos, Business Development Executive

T: +44 (0) 1245 42 60 60, E: [email protected].

www.scae.com


SCAE COMMUNICATION CHANNELS

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WORLDOF COFFEE

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E-NEWS WEBSITEEVENT

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OFFICIALAPP

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caféeuropaTHE VOICE OF THE SPECIALITY COFFEE ASSOCIATION OF EUROPE


This quarterly publication is delivered directly to SCAE’s 3,000 members in print and digital format, giving you access to the industry’s most influential professionals and prolific purchasers. An additional 3,700 copies of each issue are distributed at leading trade events around the world, providing your brand with exposure in multiple markets.

The Coffee Professionals’ MagazinePublished by speciality coffee professionals for speciality coffee professionals, Café Europa is an essential tool for baristas, roasters, café owners, distributors, importers and coffee industry suppliers, providing vital information and advice on running a business, raising coffee standards and growing the speciality coffee market, while also keeping readers up-to-date of the latest trends and developments in speciality coffee worldwide.

Backed by SCAE’s considerable expertise and knowledge in all aspects of coffee production and delivery, Café Europa is the authority on coffee excellence, featuring thought-provoking content to engage readers, including must-read articles from leading industry experts and influential stakeholders.

Click here to view recent issues.

THE PAN-EUROPEAN SPECIALITY COFFEE INDUSTRY MAGAZINEFreshly brewed at the start of each season, SCAE’s Café Europa is a pan-European speciality coffee industry magazine, providing you with a crucial platform to target trade buyers at the heart of the world’s biggest coffee consuming markets.

Europe65%

Rest of World16%

Asia19%

SCAEMEMBERS

Baristas26%

Pro Individuals19%

Small Co26%

Medium Co6%

Large Co6%

Corporate8%

Coffee Lovers 5%

MEMBERSBY CATEGORY


CAFÉ EUROPA E-NEWSAlong with quarterly print and digital editions, Café Europa also produces a monthly ezine, keeping readers up to date with latest news and developments between issues. Café Europa E-News is delivered to 6,000 readers each month and promoted via scae.com, which receives 17,500 page views per month. We’re always looking for news from our members. To share your story please email [email protected].

CAFÉ EUROPA 2016 KEY FEATURESIn addition to its regular mix of news, trends, advice and interviews, Café Europa will publish the following special features in 2015.

SPRINGThe Hot List 2016 Reader Survey: The industry’s pick of the biggest trends and hottest products for 2016

Milking It The science of milk

SUMMERWorld of Coffee Preview The ultimate guide to World of Coffee Dublin 2016

Origin Report The most innovative origins on the planet

AUTUMNRoasting Special The latest trends in roasting plus top tips for creating a new roastery

SCAE Research Flat versus conical burrs

WINTEREquipment Focus The smartest new machines for 2017

Education Special The SCAE Coffee Diploma System

CUPPER’S GUIDECUPPER’S GUIDE

CAFÉ EUROPA | SUMMER 2015 | 4140 | SUMMER 2015 | CAFÉ EUROPA

It is not exactly known where the first plantations started in Ecuador, although historical research shows that in the Jipijapa (Manabí) area, coffee was cultivated around 1860. Initially only Arabica coffee was planted and it is almost a

century later that Robusta was introduced in 1943. Around the 1960s, Ecuador was experiencing major changes

in the production structure, as provinces which traditionally produced Arabica failed to overcome the problems with farm management and low yield of around 300kg per hectare. Thus Arabica lost importance and Robusta expanded in humid zones of the coastal provinces of Los Rios, Santo Domingo, Esmeraldas and the Amazon area, such as Sucumbíos, Morona Santiago, and Zamora Chinchipe.

In 1983, in an effort to control and regulate the coffee sector the National Association of Coffee Exporters, ‘ANECAFE’, was created by the private sector. In 1986, coffee generated Ecuador’s highest non-oil foreign exchange income, surpassing exports of shrimps and bananas.

In 1994 the National Coffee Council, ‘COFENAC’, emerged through Anecafé and governmental approval to support and develop the coffee sector. Up to 1995 a governmental census showed there were approximately 435,000 hectares of coffee in Ecuador, covering almost 20% of all cultivated land in the country. Since then, there has been an important reduction in the cultivated acreage, caused by the diversification of crops due to low yield, destruction of plantations by the El Niño, broca infestation and coffee leaf rust (roya) outbreaks. This all led to a serious supply concern both for the domestic and foreign markets.

In 2008 the USAID institution implemented a project to aid underdeveloped countries that had experienced or were exposed to narcotics, in which Ecuador was included. They chose one anchor private company in each agricultural sector through which USAID helped producers with financial and non-financial resources in order to improve agricultural techniques and knowledge to obtain a higher quality produce. The aim of this project was to prevent producers from cultivating

psychotropic or narcotic leaves and focus on producing coffee and other agricultural crops. Millions of dollars were invested in coaching, technology, materials and financing for thousands of coffee producers and associations. Many of which were able to obtain excellent quality coffee and even export through this programme. Although the programme finished in 2014, leaving good bases for production to flourish, many producers were left without resources to continue.

Geography and Regions Lying in the centre of the world, Ecuador poses a promising future for the speciality coffee market. Crossed by the equator, it experiences little variation in daylight hours during the course of the year, so 21 out of 24 provinces provide great environmental conditions for growing outstanding speciality coffees. Four regional zones divide Ecuador into Coast, Highland, Amazon and Insular Regions; where coffee grows with special tastes and cupping notes. The Galapagos Islands’ volcanic soil and the cold ocean Humboldt Current provide distinct conditions for coffee to be cultivated in.

ECUADOR EMBRACES SPECIALITY COFFEE

Government agencies and stakeholders in Ecuador’s coffee industry are committed to raising standards in an effort to counteract falling volumes, writes GONZALO ROMERO.

The Galapagos Islands’ volcanic soil and the cold ocean Humboldt Current, provide distinct conditions for coffee to be cultivated in.

»42


DISPLAY ADVERTISINGWith prime positions available throughout the magazine, Café Europa’s advertising is displayed to create maximum impact for our clients.

SPONSORSHIPThere are a select number of high-profile sponsorship opportunities available in the magazine, all designed to align brands with premium content.

ADVERTORIALSCafé Europa’s editorial and art departments are available to create bespoke content for your business, providing a tailored message to help you engage with readers.

INSERTSWe carry loose and bound inserts.

PROMOTIONSWe partner with clients on reader surveys, events and promotional campaigns.

PRODUCT NEWSCafé Europa features a regular Product News section, providing you with an opportunity to promote your products and services to readers. To submit news please email [email protected].

CAFÉ EUROPA COMMERCIAL OPPORTUNITIESCafé Europa’s commercial and editorial departments work closely with clients to tailor engaging campaigns that deliver on their marketing objectives. Our services include:

WOMEN IN COFFEE + WATER RESEARCH + ROSS KOPI + COLAB + PERNILLA OLOW-GARD

ISSUE 61

GOTHENBURG REPORT

The Champions, The Products,

The Parties

PAUL STACKSCAE’s new President talks growth, succession

and alignment with the SCAA

caféeuropaTHE VOICE OF THE SPECIALITY COFFEE ASSOCIATION OF EUROPE AUTUMN 2015


CAFÉ EUROPA 2016 RATESMAGAZINEPremium Positions Standard Members (10% discount) Outside back cover €2,890 €2,601 Inside front cover €2,520 €2,268 Inside back cover €2,520 €2,268

Run of Page Positions Standard Members Double page spread €3,620 €3,258 Full page €2,080 €1,872 Half page €1,250 €1,125 Quarter page €800 €720

Advertorials Standard Members Double page spread €4,750 €4,275 Full page €2,550 €2,295

Inserts Standard Members Loose sheet POA POA

Multiple Bookings Standard Members Annual magazine 10% discount 20% discount(four issues) on standard rate on standard rate

For more information about advertising in Cafe Europa please contact: Keith Amos, Business Development Executive, T: +44 (0) 1245 42 60 60, E: [email protected]

INTERVIEWINTERVIEW

46 AUTUMN 2015 | CAFÉ EUROPA

How did you get started in coffee?I’ve always loved coffee. When I was a kid, I would drink my mother’s Nescafé when she wasn’t looking. When special people visited, we would have a cafetiere and we would leave the ground coffee in the fridge for months, but it still tasted great to me.

I got serious about coffee in 2009. I was having a meal in Japan, at an amazing restaurant where the meal comprised delicacies and the coffee was terrible! I asked where it was from and they said ‘it’s from Italy’. I was amazed that these restaurants could pay such attention to detail when it came to food, but then it didn’t carry through into the coffee. I thought to myself, in my wisdom of not knowing anything about coffee, ‘I’m going to make that delicacy coffee’.

That year I took a trip to Banda Aceh, Indonesia, and I realised that kopi luwak, on paper, could be the delicacy coffee I was after. I set up a company with a couple of partners and after a couple of years, what began as an interest became just… everything. I left Hong Kong and banking and moved to Sumatra, living on and off, for two years, in Banda Aceh and Tanjung.

I started living my coffee and it was fantastic! I lived in a very small house, renting it for $6 a month, and I learned ‘bahasa’ [Indonesianlanguage] and about the wonderful people of Sumatra.

Making a real Luwak is extremely hard and difficult. There are challenges everywhere – not just challenges with the beans, but also challenges socially and geographically. It’s flooded with challenges and I only realised this when I was way too heavily submerged in it. At a certain point, with Kopi, you can only lose what nature’s given you. Safeguarding that bean is really hard with Luwak, but ultimately, very enjoyable.

What made you choose luwak? You can have excellent speciality coffee much easier than luwak and some might say it tastes just as well or even better.You can, of course, but for me it was the perfect delicacy I was looking for. I remember Dan Barber doing a speech about a guy in Spain who was making a natural version of foie gras without the gavage. I thought this was amazing. I think for a delicacy to have rarity it has to be artisan. There has to be a mysterious element of how it’s made which conjures up a bit of magic and I thought that luwak had that.

What do civets do to coffee that it makes it so special?First, the cat has an amazing sense of smell and you can see through the jungle that there are coffee trees and guava fruits

uneaten because they only eat the exact amount of what they want. When I was living in Banda Aceh there was a papaya that a luwak kept for over five days, so they choose just the best coffee to start with. When it gets through their stomach, there are enzymes in there that change the peptone. This takes the bitterness out of coffee because the actual biological mechanics of the civet cat changes the chemistry of the bean, which is part of the cat’s fermentation process. I think there’s a lab in Korea trying to replicate this fermentation process, to obtain the same coffee. There is a real reason why there is no animal like it.

What about its bad reputation? Animal activists argue that the civets are cruelly farmed.Kopi luwak's popularity fell off a cliff in about one week. Tony Galindo did an expose for the BBC on luwak production in Northern Sumatra and that didn’t help. The challenge was there. The camera doesn’t lie. What they exposed was happening, but it was a very small size, in my opinion. You can find this in a couple of places, but you cannot say the whole industry is like that. It wasn’t nice what they saw – I think it was quite rough. Luwak was mis-sold in places, but that’s not where I’m coming from in this line of business. I was I tarred with the same brush and I didn’t think that was very fair on me – they put me back for months.

I met Neal D’Cruze and Tony at WSPA and we started working on certification with the government. It’s something that needs to be done. This coffee needs to be registered and certificated – the burden of proof is on the producer. If these farms can prove it’s real, then they should do it.

What’s the perception of kopi luwak in the countries you trade in?Since I’ve been selling it, the perception has been that it’s cruel, especially given the fact that I launched my business two months before the BBC documentary aired. Talk about timing! And then, of course, the actual process of getting it isn’t exactly inviting you to drink it… I’d like to think that we’re changing that by educating the client with our traceability and our story.

How can consumers know that they are drinking the real deal?It comes down to traceability and being able to track your products source. If it’s just a bag of coffee with a sticker on it, who knows where the coffee came from? Food production is so mass market now that everyone is slapping a sticker on packaging and sending it out. I think we need to go back and start rewarding our farmers for a product that’s well made, that’s traceable and that tastes good. »

SAVING THE CIVET Sourcing Ethical Kopi Luwak

Civet coffee, or kopi luwak, has caused controversy due to the unscrupulous farming practices of some producers, which were highlighted in a BBC documentary in 2013. But not all kopi luwak should be tarred with the same brush, argues Matthew Ross, who has worked hard to create a sustainable and ethically sourced kopi luwak, collected from wild civets that are free to roam the Indonesian jungle. SCAE’s ANDRA VLAICU met the man behind the Ross Kopi brand at the Nordic World of Coffee this summer to find out more about this unusual coffee.

Matthew Ross pictured in London’s famous Harrods department store with a display of Ross Kopi

Lake Laut Tawar in the Gayo Highlands of Northern Sumatra, where Matthew sources kopi luwak


CAFÉ EUROPA 2016 DEADLINESMAGAZINE Issue Editorial

Submission Deadline

Advertising Booking Deadline

Artwork Submission Deadline

Published

Spring 2016 30 November 2015 11 January 2016 28 January 2016 29 February 2016

Summer 2016 21 March 2015 13 April 2016 27 April 2016 30 May 2016

Autumn 2016 20 June 2016 13 July 2016 27 July 2016 30 August 2016

Winter 2016 19 September 2016 10 October 2016 26 October 2016 30 November 2016

For bookings please contact: Keith Amos, Business Development Executive T: 044 1245 42 060 60, E: [email protected]

E-NEWSCafé Europa’s monthly e-newscast is emailed directly to 6,000 subscribers on the last Friday of every month. There are two tower banners available per e-cast. The artwork deadline is the last Monday of every month.

To secure your space please contact: Keith Amos, Business Development Executive T: +44 (0) 1245 42 60 60, E: [email protected]

MAGAZINE DISTRIBUTIONPrint and digital editions of Café Europa are distributed directly to SCAE’s 3,000 members each quarter. An additional 3,700 copies of the magazine are circulated by SCAE at leading trade events around the globe and local networking events throughout the year. Here is a sample of where Café Europa will be distributed in 2015:

Sigep (Italy)

Sirrah (France)

Gulfood (UAE)

SCAA Event (USA)

World of Coffee (Ireland)

Coffeena (Germany)

Istanbul Coffee Festival (Turkey)


ARTWORKFinished artwork is to be supplied as high resolution (300dpi) PDF or EPS files.

* Full page adverts that run to the full page sizerequire a 3mm bleed on all sides.

SUBMISSIONSend your artwork to [email protected]

For technical queries please contact Mark Nally, T: +353 87 934 9972, E: [email protected]

For technical queries please contact: Keith Amos, Business Development Executive T: +44 (0) 1245 42 60 60, E: [email protected]

CAFÉ EUROPA MAGAZINE SPECIFICATIONS

Double-Page SpreadBleed

303mm x 426mm (H x W)Trim

210mm x 420mm (H x W)

Full PageBleed

303mm x 216mm (H x W)Trim

210mm x 297mm (H x W)

Half-Page HorizontalTrim

128 mm x 185 mm (H x W)

Half-Page VerticalTrim

265 mm x 90 mm (H x W)

Quarter PageTrim

128 mm x 90 mm (H x W)



CAFÉ EUROPA TERMS & CONDITIONS

The Speciality Coffee Association of Europe (SCAE) reserves the right to decline or reject any advertisement if the content of same is deemed inappropriate.

The advertiser is solely responsible for supplying suitable copy (including any artwork which may be required to be reproduced appropriate to the printing process)

to SCAE and its agents within a reasonable time before the publication date and prior to the copy deadline date.

Reproduction quality is at the advertiser’s risk if specifications are not met or if material is received after the copy deadline. SCAE does not accept liability

for any damage or loss to artwork or imagery whilst in its custody nor during transit.

SCAE reserves the right to include an index to the advertisements in the publication and will not be responsible to any advertiser for any error or omission there from.

SCAE reserves the right to position the advertisement as it sees fit notwithstanding any preferred position requested by the advertiser.

SCAE does not accept liability for delays in publication. It is hereby agreed that delays in publication will not constitute a breach of this contract.

Payment for any advertisement is to be made on receipt of invoice which will be issued by SCAE on receipt of order.

Cancellations must be in writing and received prior to the ad copy deadline. If bookings are not cancelled prior to the ad copy deadline, the advertiser/agent agrees that it will be responsible for the cost of such cancelled advertisement.



CAFÉ EUROPA CONTACTS

EDITOR For editorial contact:

Sarah Grennan T: +353 87 686 1272 | E: [email protected]

SALES TEAM For advertising enquiries and to book space contact:

Keith Amos T: +44 (0) 1245 42 60 60 | E: [email protected]

PRODUCTION For technical queries, please contact:

Mark Nally T: +353 87 934 9972 | E: [email protected]

ONLINE For editorial and advertising in Café Europa’s monthly e-newscast and web page, contact:

T: +44 (0) 1245 42 60 60 | E: [email protected]

Speciality Coffee Association of Europe Oak Lodge Farm, Leighams Road, Bicknacre, Chelmsford, Essex CM3 4HF, UK

T: +44 (0) 1245 42 60 60 | E: [email protected] | W: scae.com


NOT A MEMBER? SCAE members get discounted rates on all sponsorship,

advertising and event opportunities.

Join the SCAE Community now and start saving.

Please contact the SCAE Membership Team for more details.

T: +44 (0) 1245 42 60 60E: [email protected]

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