the issues issue

8/6/2019 The Issues Issue

1/9publication of the specialty coffee association of america 2010 issue no. 6

Why Standards Matter

The Role o the Barista

2011 SCAASustainability

Award Finalists

StraightShots:

The IssuesIssue

Expo & SymposiumApril 28 May 1, 2011www.scaaevent.org

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4 The Specialty Co ee IndustryShows Initiative WorldwideBruce MullinsThe Global Co ee QualityResearch Initiative (GCQRI) haso cially been launchedbutwhat is it? And what will do it

or the uture o co ee? BruceMullins looks at how the GCQRIhopes to provide a betterunderstanding o the sciencebehind co ee quality and quantity.

Co ee and SustainabilityTracy GingThe co ee industry ocuses a lot about

sustainabilitywhat it means, where it comesrom and what the goals are. Now its time to ask the hardquestions: what have we truly accomplished?

8 Our Top Four: The 2011 SCAA SustainabilityAward FinalistsSCAAs Sustainability CouncilEvery year, the Sustainability Council present theSustainability Award to promote, encourage and honor thee orts o those doing great work in the felds o sustainability.Discover the our organizations that made this years fnalistlist and be inspired by their good works.

High Prices Jolt Co ee MarketMarvin G. Perez

Youve probably know that co ee prices have beenon the rise or a while, and that theyre predictedto continue their upward trend. With that in mind,Marvin G. Perez helps us make dollars and sense othe co ee commodities market.

Ca e Breve: We Ask, You AnswerWhats your passion?

Where do you get your morning cup?

4 Welcome to The Issues IssuePeter GiulianoPeter Giuliano has a ew things he wants to tell youabout the co ee industry and theyre not all nice. Buttheyre true and important, and they could shape the

uture o co ee or the better. Now is the time to listenand learn.

Why Standards Matter:The GFA ExampleMark InmanWhen non-co ee organizations want to promote andcelebrate specialty co ee, thats a good thing. Whentheir submission guidelines dont quite match their goal,it can create con usion or everyone, as it did duringthe recent Good Food Awards.

8 In Search o the Holy Grail: Mapping theEspresso LandscapeShanna Germain with Kyle Glanville, Tim OConnorand Carlo OdelloEspresso is many things to many people, and everythingto some people. Here, we pick the brains o threeespresso gurus and see what they think about thedrinks past, present and uture.

Important or Sel -Important?The Role and Infuence o a BaristaTracy Ging with signifcant contributionby James Ho manIn recent years, the industryas well asmany co ee drinkershave come torealize the importance o the baristasrole in creating fne co ee. Now thatthe pressures on, can they continueto succeed without giving in to sel -importance?

On the Cover: An illustration by Damon Brown, The InkLa

2010 issue no. 6

Copyright 2010 Specialty Coffee Chronicle . All Rights Reserve

a publicationof the

specialty coffeeassociation of

america

f e a t u r e s

Contributors:Tracy Ging

Peter GiulianoBruce MullinsMark Inman

Marvin G. Perez

2010/2011BOARD OF DIRECTORSPresident, Peter Giuliano

1st Vice President, Tim OConnor2nd Vice President, Max Quirin

Secretary/Treasurer, Shawn Hamilton

Directors:Marty Curtis, Nathalie Gabbay, Al Liu,

Ellen Rogers, Dr. Timothy Schilling, PaulThornton, Andi Trindle, Willem Boot

Immediate Past President, Mike Ebert

SCAA330 Golden Shore, Suite 50

Long Beach, CA 90802TEL: (562) 624-4100FAX: (562) 624-4101

www.scaa.org

The Specialty Coffee Chronicle is publishedsix times a year by the Specialty Co ee

Association o America as a orum or discussionand in ormation on industry-related topics

and issues. The Chronicle welcomes and willconsider or publication articles, columns

or irsthand accounts o li e in the specialtyco ee industry rom SCAA members. Opinions

expressed in articles and letters do notnecessarily represent the position o the SCAA,

its members or directors.

The Chronicle is printedon 100% recycled paper

containing 30% post-consumer waste.

Executive DirectorRic [email protected]

Executive EditorTracy Ging

[email protected]

Managing EditorShanna Germain

[email protected]

Art DirectorTiffany Howard

[email protected]

8in the next issue

4

t G m k

2 The Specialty Coffee Chronicle


3/9

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Are we having theimpact we intend?

by Tracy Ging

Co ffee and su sTaina biliT y



6/9

With sustainability firmly ingrained in the value structure,many forged aheadbuilding schools, digging wells, committing tocertification programs, developing partnerships and engaging in ahost of other activities. Larger players developed private standardsand say what you will about those approaches, the concept of self-regulation is pretty remarkable in comparison to other industries.Specialty coffee was also among the first to embrace market-orientedlabels, a handful of not-for-profit organizations emerged and havesince grown considerably, and it seems nearly everyone has a project.Specialty coffee has inarguably been vocal and prolific on issues ofsustainability, yet there are big, looming questions about impactarewe doing good, are we doing enough, and how do we know?

To some extent,those questions areunanswerable becauseas a collective, wesimply dont know.Certainly there areexceptions withinspecific program andprojects, but as awhole, specialty coffeehas lacked strongmetrics and tools togauge its impact. Inall fairness, that isa state not uniqueto coffee. The worldhas struggled withthis issue, but that ischanging. There is an increased focus on metrics and organizationsare dedicating themselves to the task. The Committee on SustainableAssessment (COSA), a volunteer-driven, global consortium ofinstitutions using participatory methods, is pioneering the scientificmeasurement of sustainability in agriculture. Other organizations suchas People 4 Earth are also developing frameworks. Also, the launch ofSCAAs Sustainability Tracking and Reporting Tool (START) will bringsix-figure technology to specialty coffee and profoundly address thetool side of things. It seems the industry is well poised to get a better

picture of how well its doing with regard to sustainability.Regardless of the findings, I think we all know the job is not yetdone. Given price trends over the last decade (with the exception ofthis year), relatively low market adoption of certifications (estimated atless than 10 percent according to The North American Organic CoffeeIndustry Report, 2010), and studies about hunger in the Coffeelands,we will likely confirm there is much, much more to do. With completereverence for what has been accomplished, this is also an opportunityto reassess. What have we learned? How can we be better? If wereally wanted to get our act together around standards, what wouldthat look like?

It is important to look at what new partnerships can be forged,examples that can be modeled, and what new goals should beestablished. As one example, SCAAs Sustainability Council isexamining the beer industry on the heels of an announcement by

British brewers, committing to reduce CO2 emissions by 17.5 percent

ustainability has been part of the discourse in the specialty coffeeindustry almost from the beginning and certainly for a better part ofthe past two decades. Early on, with vision and leadership bordering onradical, the industry made sustainability part of its mission.

The SCAA also encouraged total quality, inclusive of quality of life, qualityin the cup, and quality of the environment. To achieve this, the organizationoutlined more than 40 supporting attributes and actions to guide itscommitment to sustainabilityan inspiring but, no doubt, broad set of tasks. In2005, the SCAA set an even more ambitious goal by signing the United NationsGlobal Compact, joining the fight to eradicate global poverty. Specialty Coffeewas, and continues to be, determined to make a significant difference.

and increase water efficiency by 11 percent by 2020. Another potentialmodel is the wine industry, which is now studying use of certificationsand addressing consumer education, trying to reduce their confusionover the plethora of choices/claims relating to sustainable wine andstrengthen access to market for certified wines. And, of course, ourown foray into deeper research through the Global Coffee QualityResearch Initiative will likely unlock many new opportunities wheresustainability is concerned.

While there is cause for optimism, if for no other reason than theidea that issues as challenging and complex as these need a doseof faith, it is also important to be honest and open to the possibilitythat maybe specialty coffee didnt know enough about sustainability

and development toengage in some of theactivities it engagedin, that we set out ona very big task withouta proper definitionof success, that somebusinesses co-optedthe message withoutmaking due sacrifice,that our definitionsare murky, and thatmaybe we are in notposition to suggestwhat a farmer needs.These are the toughquestions well beaddressing at this

years Symposium in order toas Peter Giuliano referenced already inthis issuebreak down so we can break through.

With more than 15 years o marketing experience, TracyGing has spent the bulk o her career in the cofee industry,where she has worked on both sides o the supply-chain,developing a deep understanding o the market and the

trends driving it. Tracy currently serves as Deputy ExecutiveDirector o SCAA.

Specialty co ee has inarguablybeen vocal and prolifc on issues o

sustainability, yet there are big,looming questions about impact

are we doing good, are we doing enough,and how do we know?

registe Now fo THE EVENTExpo & Symposium

ap il 28 M y 1, 2011www.sc event.o g

The Specialty Coffee Chronicle


7/9

Caff Breve We Ask. You Answer.

Do you brew your owncofee every morning or

requent a avoritecofee shop?

I used to have an employee that made me a doppioristretto every morning and bring it to me in my o ice.Now I just jump on the bar make it mysel . You know, usco ee people get pretty dang picky. ~Jack Groot, JPs Co eeand Midwest Barista School, Holland, MI

I consider mysel extremely lucky to be able to makewonder ul co ee at home, and then go to work andmake more co ee all day. Co ee at home is always specialthough because I always make lattes or my husband in his

avourite mug, and nowadays my our-month-old daughtergets an espresso cup ull o oamed milk too so she can join in! That co ee is a amily ritual and tastes all thebetter or it. Ive even created my own blend, named a termy daughter - Mirandas Blend. ~Annabel Townsend, DoctorCo ees Ca , Darlington, UK

I love making my own each morning. The challenge opulling a great shot each morning is something that I look

orward to. ~Eric Williams, The Withered Fig

I make a shot o espresso every morning. -Phillip Yip,Oakland, CA

Both. I start my morning at home with a French press orK-cup o Tullys and then stop by a Tullys on my way to theo ice or a double short non! ~Tom T. OKee e, Founder and ormer head barista, Tullys

Roast (every 48 hours), grind, and then press. I like thelexibility o changing my co ee varietal based on how Ieel that week or day. ~Phillip Halley, San Jose, Cali .



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What are your passions(other than cofee o course)?

Giving back. I have been asked to set up a co ee station or Dress ForSuccess in the spring o 2011. It is a non-pro it organization that providesinterview suits, con idence boosts, and career development to low-incomewomen. I will give out ree co ee at this luncheon event. ~Sherry Dunbar,Co ee Guru, Manchester, PA

A ter 10 years in the co ee industry I have ound that passion is theoperative word in describing the complete lives o most o us who choosethis career path. It is rare to come across a co ee pro who doesnt throwhis or hersel at li e with reckless ervor. Im not sure whether the co eeindustry just attracts people o that creed or working with such a passiondriven product hones our edge so to speak.

Personally, I relish in my deep passion or anything I can make or do withmy hands. I become especially passionate about things that bring otherpeople joy. Food is my muse. I get lost in the process rom beginning toend. I spend hours in armers markets and specialty ood stores handpicking ingredients, developing recipes and lavor combinations thatwill excite the palates o my riends and amily. I plan ways to invokenostalgia, excitement, surprise, humor and whimsy just with a simpletaste. Food is a boundless palate o colors with which to paint and thereis no more personal way to a ect a person than creating something theyconsume. Food, like co ee and wine, brings people together and begetsconversation. Around these things we inherently become social and this

act lends to the passion surrounding them. Without over romanticizingthe point, our passion in general as co ee pro essionals brings us together,o ten to do the same things. The next time youre out enjoying yourpastime I challenge you to ask around, Im willing to bet youre not the onlybean slinger at the party! ~Stephen T Robertson, Blanchards Co ee, Co ee CultureRVA, and RVA Barista Jam, Richmond, Virginia

Its about the people. My passion or the people. The most commondenominator I have ound yet with my colleagues in this business. ~JosephRobertson, JoLindas Co ee and Wine Shop & Sasquatch Co ee Roasters, Stevenson,Wash.

I am passionate about excellence in general. Whether its doing upthe dishes, planting a garden, spending time with my amily, or runningmy business, I like or things to be done with excellence in e ort andenthusiasm. I wouldnt say that I am a per ectionist, but rather a li eenthusiast. ~Sarah Fey, Busy Bean Espresso, Shelton, Wash.

Passion is a heated word, and o ten accompanies things which yield

beauti ul and rewarding resultsas long as youre willing to sweat, bleed,and work hard or them. For the last year a ter discovering the Rose CityRollers o Portland, ORthe passion Ive developed or Roller Derby isimmeasurable. And it has taught me more about li e and success than I wasprepared or. The ability to hold mysel accountable or my own successesand weaknesses. The strength o body and mind to push mysel artherthan the last time I aced the same challenge. The power o community, andwhat I ind I am willing to do or the things and people I love. I the wordpassion could appear as more than 12-point ont on a computer screen,it would be throbbing, with the weight o loyalty, perseverance, love andrespect. Which seems to go hand in hand with the world o co ee. So Icant help but think Im on the right li e path. ~Karen DApice aka NapoleonBlownapart, World Cup Co ee Roasters, Portland, OR

The Specialty Coffee Chronicle


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