C OFFE
E
WIN $100
Details Inside
Increasing Revenues and Profits by Turning
Your Coffee Into a Great Gift
Wild About Service - A Checklist for
Keeping Your Customers
Merchandising Tea as an Art Form

Middle layer is 99% post-consumer recycled paper
12%
Look for our unique tapered base.
1-800-257-9744
www.insulair.com
©2008 Dixie Consumer Products LLC. All rights reserved. Dixie, Insulair and EcoSmart are registered trademarks of Dixie Consumer Products LLC.
1402 GP Insulair Ad_8.375x10.875.indd 1 11/22/08 1:39:00 PM

VOLUME I, NO. 1 2010
30
After nearly two decades of immersion in the specialty coffee business,
Coffee Fest has helped countless specialty coffee retailers get their start, and nudged established retailers to increase their bottom line, refine their business practices and gain a depth of knowledge of their product.
21
Many businesses often confuse marketing versus advertising.
Both components are important but also very different. Know the difference of marketing versus advertising and how to effectively utilize both elements in your funeral business for success.
28
Numi is an Organic & Fair Trade tea company specializing in premium, full-leaf teas, fresh pure herbs and an innovative line of Flowering Teas.
32
The Finum brand includes products from permanent filters for coffee and tea, to their Hot Glass Systems and Bistro Systems, to clever patented conical tea filters which converts coffee makers into tea makers.
Find the and win $100
Cup shown is the ACTUAL SIZE as the “hidden cup.”
“Find the Cup” hidden in each issue of our magazine and win $100 from Coffee Business Solutions Magazine. Search our ads thoroughly to find the hidden coffee cup somewhere in the magazine. Find the cup and submit an entry and you will be entered into a drawing for $100. Three winners will be randomly drawn each issue and announced in the following issue of
Coffee Business Solutions. We will list and post the picture of the winner(s) in the next issue of Coffee Business Solutions.**
Enter to win by either faxing your response to 502-254-7022, or go to www.CoffeeBusinessSolutions.com and “click” on the Contest Entry link to enter immediately. All fax entries must include business name, contact name, phone number. In addition, you must include the page number and the name of the ad where the cup is hidden. For this issue, all entries must be received by January 11th, 2009 to qualify.
‘
*Special Restrictions: Only specialty coffee retailers and suppliers may apply. Entries are limited to one per person, per issue. All Winners agree to have their names listed in our monthly winners column.
4 Coffee Business Solutions |
Digital Issue 2010 www.CoffeeBusinessSolutions.com
NEWLEAF DESIGNS

VOLUME I, NO. 1 2010
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INDUSTRY
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TM
6 Coffee Business Solutions |
Digital Issue 2010 www.CoffeeBusinessSolutions.com

P
V
C OFFE
BUSINESS SOLUTIONS
E
C OFFE
BUSINESS SOLUTIONS
E
Digital Issue 2008
Coffee Fest
Setting the Standard for Specialty Coffee
With great pride I would like to introduce everyone to the inaugural issue of Coffee Business
Solutions magazine. We bring you this digital version a prelude to our first print issue that will begin as a bi-monthly publication in July 2010 It is my sincere hope that what you will find between the covers of this magazine is resource that you can use to help you in the day to day operation of your business. What we plan to bring are business building ideas and strategies from people who are just like you – professionals in the specialty coffee industry and tea industry whose sole desire is to bring the world a better cup of coffee. We would like to extend our deepest gratitude to our contributing writers because they represent some of the best minds in the specialty coffee and tea industry. They are the suppliers, manufacturers, and businesses that have committed themselves to the specialty coffee and tea industry, and they have agreed to share their knowledge with you; the coffee shop and tea retailer. Coffee
Business Solutions magazine will strive to bring you a quality publication for many years to come.
So, as we get ready to progress towards our goals, I like most of you now reflect on the great number of challenges and changes we have faced in previous years. I personally enter this this new venture with cautious optimism. My optimism stems from the excitement of what makes life challenging and fun. For me personally, I find it exciting to think about the new challenges in my life and I hope all of you have similar thoughts. As we all move forward with our endeavors we’re all going to look back and evaluate where we’ve been the past few years. Most us will look ahead and wonder where we are going. Because of this, I am reminded of a quote I once heard by hockey legend Wayne Gretzky: “While others are going to where the puck is, I’m going to where the puck will be.” This captures what I believe to be the essence of the human spirit because most business owners have a strong competitive drive. As we enter a challenging new venture that drive is going to be tested if we only look at where we are at, instead of where we want to go.
So I challenge you to think about where you want your business to be and what you would like to accomplish over the next 12 months. Whether it is your personal life, or you business endeavors, please take the time to set new goals for the years ahead. Think about what you have in the past year that has been successful and think about those things that you could have improved upon.
In closing, I would like to say good luck to everyone on all of your endeavors in the coming year, both personal and business. I hope all of you approach the future with the same cautious optimism as I. Remember as you make your journey, “don’t go to where the puck is, go to where the puck is going to be.” I sincerely hope that by reading this and future issues of Coffee Business Solutions magazine, we can have a small part in helping you succeed in your business So dig in, I hope you enjoy this issue!
8 Coffee Business Solutions |
Digital Issue 2010
WIN $100
PLUS:
Wild About Service - A Checklist for Keeping
Your Customers
Merchandising Tea as an Art Form
Digital Issue 2008
|
Coffee Business Solutions
1
Coffee Business Solutions Magazine
A Business Marketing Resources
Publication
211 Townepark Circle, Suite 200
Louisville, KY 40243
Fax: 502.254.7022
www.BusinessMarketingResources.com
Michael L. Manley, Publisher
Michael@CoffeeBusinessSolutions.com
Iris Hernandez, Associate Publisher
Iris@CoffeeBusinessSolutions.com
Linda Marcukaitis, Marketing Director
Linda@CoffeeBusinessSolutions.com
Coffee Business Solutions Magazine is published bi-monthly (6 Issues per year) by Business Marketing Resources, LLC. / 211 Townepark Circle / Suite
200 / Louisville, Kentucky 40243.
Subscriptions are free to qualified U.S. subscribers. Single copies and back issues are $7.99 each (United States) and $10.99 each (International). United
States Subscriptions are $54.00 annually. International Subscriptions are
$75.00 annually.
Visit www.CoffeeBusinessSolutions.com for fresh content updated frequently and to access articles on a range of coffee industry topics. Business Marketing Resources provides its contributing writers latitude in expressing opinions, advice, and solutions. The views expressed are not necessarily those of
Business Marketing Resources and by no means reflect any guarantees that material facts are accurate or true.
Business Marketing Resources accepts no liability in respect of the content of any third party material appearing in this magazine. Copyright 2009. All rights reserved. Coffee Business Solutions Magazine content may not be photocopied or reproduced or redistributed without the consent of publisher.
For questions regarding subscriptions, please call 502.254.7018 or email us at
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ARTICLE REPRINTS
For high quality reprints of articles in this issue, contact Michael Manley at
502.254.7018 or via email at Michael@
CoffeeBusinessSolutions.com.
www.CoffeeBusinessSolutions.com
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Atlanta, GA - Georgia-Pacific Food Services Solutions unveils Viridian, the cup with a new stock design and the latest addition to the company’s Insulair line of environmentally responsible cups, featuring a minimum 25 percent post-consumer recycled fiber.
The attractive alternative to double-cupping or added sleeves, the Viridian cup features a triple-wall construction and insulative middle layer that keeps beverages hot while staying cool to the touch. The addition is intended to help operators who want to support long-term sustainability goals and provide quality design to environmentally-conscious customers.
The Viridian cup’s stock design includes dual shades of cool green accented by soft foliage impressions and underscores the cup’s environmental message. Insulair provides picture perfect printing and can produce stunning custom designs, which have won
Bronze, Silver and Gold at the 2008 Flexography Awards, the
Flexographic Technical Association’s international design competition.
“Offering Insulair with a minimum 25 percent recycled fiber option demonstrates our commitment to responsible manufacturing, and is just one of the ways we’re working to bring sustainability to customers, consumers and society,” said Chuck Knudsen, senior category manager, Georgia-Pacific Food Services Solutions.
The full line of Insulair hot cups is offered in 12 percent or 25 percent post-consumer recycled fiber and available in all popular sizes (8-, 12-, 16-, 20- and 24-ounce). Customers can choose from stock designs or pair the cup with their own branded custom graphics.
For additional information about Viridian or any of the Georgia-
Pacific Food Services Solutions products, please call 1-800-257-
9744 or locate our section of the www.gppro.com Web site.
About Georgia-Pacific Professional
Georgia-Pacific Professional is a provider of hygienic dispensing systems, towels, tissues, soaps, air fresheners, wipers, cups, cutlery and napkins. Two business groups operate under the Georgia-
Pacific Professional business. The Washroom and Wiper Solutions group provides the full range of products to market segments including office buildings, healthcare, manufacturing, and lodging facilities. The Food Services Solutions group focuses on such segments as restaurants, coffee shops, and convenience stores. The
Georgia-Pacific Professional business features such well-known product brands as enMotion®, Compact®, Dixie®, EasyNap®,
SmartStock® and Brawny Industrial™. For more information on Georgia-Pacific Professional, please call 1-866-HELLO GP
(435-5647) or visit us at www.gppro.com.
10 Coffee Business Solutions |
Digital Issue 2010
Boca Raton, FL - JavaFit Coffee, the first in caffeine and fat burning coffee products, has enhanced their gourmet coffee line to include support for specific functions. Consumers have been enjoying their coffee with the added benefits of energy drinks and multi vitamins for over five years. The company’s offerings of brewed coffee include; Energy Extreme, Diet Plus, Focus Plus
Multi-Vitamin, Immune Plus Multi-Vitamin and Original.
JavaFit develops functional coffees targeted to health clubs, convenience stores, vending machines and office coffee service distribution. Each blend is made with 100% pure Arabica beans and consists of healthy ingredients such as green tea extract,
Advantra z, Echinacea and multi-vitamins.
“Many companies offer extra caffeinated coffees and try to achieve the same benefits as energy drinks. These drinks do not give your body the nutritional values it needs, whereas the JavaFit products offer true caffeine and fat burning functional benefits that will contribute to your overall wellness,” said Scott Pumper, Co-
Founder and President of JavaFit “We Don’t Do Flavors, We Do
Functions!”
JavaFit also provides a coffee club called Java Club, which allows a customized delivery schedule, so customers will always have
JavaFit coffee on hand when they are craving a functionally supportive energy drink. Benefits of being part of the Java Club include discounts and automatic delivery on 4, 6 or 8 week intervals.
About JavaFit: JavaFit is the leading brand in functional, fortified gourmet coffee and a leading developmental brand in ready to drink fortified coffee shakes with energy drink benefits. Javalution
Coffee Company, a 6 year old Florida based company, owns the
JavaFit brand and develops JavaFit’s products via its renowned science team.
JavaFit branded coffee and ready to drink products not only taste great, but offer true caffeine and fat burning functional benefits, as well as multi-vitamins that will contribute to your overall wellness.
Javalution Coffee Company maintains consistency and freshness of its coffee by producing JavaFit in a roasting facility that is owned and operated by CLR Roasters, a sister company of Javalution
Coffee Company. Javalution Coffee Company’s roasting division also produces regular, decaf, flavored and espresso coffees under other owned brands and on a private label basis.
For more information visit us at www.JavaFit.com.
www.CoffeeBusinessSolutions.com
BLEED
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C M Y K
Piña Colada
Smoothie
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Made with whole organic soybeans, Pearl is the natural choice: cholesterol-free and lower in fat and calories than regular milk, with a rich, creamy taste everyone loves. Six great flavors add instant menu variety and creative inspiration for specialty coffees, chai, smoothies, bubble tea and more.
Health and joy. That’s the pearl of inspiration.
Six On-Trend Flavors
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Kikkoman/Pearl Soymilk
“Headline”—please drop in actual headline
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On-Campus Hospitality, Fresh Cup
Starting September 2008
Prepared by Ketchum West, SF, CA
With production questions please call:
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PACIFIC DIGITAL IMAGE • 333 Broadway, San Francisco CA 94133 • 415.274.7234 • www.pacdigital.com
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Operator: SpoolServer Time:
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08-08-22
NOTE TO RECIPIENT: This file is processed using a Prinergy Workflow System with an Adobe Postscript Level 3 RIP. The resultant PDF contains traps and overprints. Please ensure that any post-processing used to produce these files supports this functionality. To correctly view these files in Acrobat, please ensure that Output Preview (Separation Preview in earlier versions than 7.x) and Overprint Preview are enabled. If the files are re-processed and these aspects are ignored, the traps and/or overprints may not be interpreted correctly and incorrect reproduction may result. Please contact Pacific Digital Image with any questions or concerns.
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BOULDER, CO — According to the 2005
“Shopping for Health” study by the Food
Marketing Institute, more than 56 percent of
Americans believe that proactively managing diet with healthful choices is better than taking medications to manage illness. Given the popularity of everyday staples like tea and espresso lattes in the American diet, the significance of healthy beverage choices cannot be overlooked. But not all lattes are created equal.
With its high antioxidant content, the yerba maté (pronounced
MAH-tay) latte is the only latte that offers all three of the attributes
Americans are looking for in a café setting: energy, taste and a wallop of wellness.
“When it comes to comparing drinks on the basis of their health benefits, the important thing to look at is the number of antioxidants they contain,” says T.J. McIntyre, co-founder of Pixie Maté, a leading purveyor of mate lattes. “When you realize that one
16-ounce serving of Pixie Maté’s Original Latte contains nine times more antioxidants than a standard serving of green tea, it’s hard not to question your choices the next time you’re in line at the coffee shop,” McIntyre adds.
Americans switching to maté for its health benefits need not worry about giving up their daily shot of caffeine. Pixie Maté’s lattes deliver 165 milligrams of caffeine per 8 ounces — as much as a strong brew of drip coffee and three times as much as black tea. An espresso latte provides approximately 100 milligrams of caffeine per shot. But what truly sets maté lattes apart from other lattes is that they contain the feel-good ingredients theobromine (found in chocolate) and theophylline (found in green tea). Combined with caffeine, these elements offer a balanced, nonjittery energy boost that other caffeinated drinks can’t beat. No wonder, then, that in its native land of Argentina, maté consumption outranks coffee eight to one.
Health and energy aside, indulgence is the key reason most people crave lattes. The maté latte is no slouch in the taste department:
Pixie Maté’s Original Latte has a slightly sweet taste profile that is enhanced with a touch of cardamom, vanilla and clove. It’s also lower in sugar than other drinks: While a serving of Tazo Green Tea
Latte has 35 grams of sugar, Pixie Maté’s Original Latte has just 15 grams. A serving of Oregon Chai contains 18 grams of sugar.
“Ultimately, the maté latte is the only beverage that offers healthconscious Americans the wellness, energy and taste they’re looking for,” says McIntyre. “By introducing the maté latte to cafes and supermarkets across the U.S., we’re offering people an everyday element of wellness that no other drink can match,” he notes.
Pixie Maté’s lattes are available in Original Maté Latte, Dark Roast
Maté, Latte Maté Mocha Latte and Maté Chai Latte. All four 32-ounce latte concentrates are available in aseptic packages, contain eight servings and have a suggested retail price of $4.79. A range of bagged teas (suggested retail price of $4.59) and loose leaf maté blends are also available. Product samples and photos are available upon request. For more information visit www.pixiemate.com.
®
Chicago, IL – Heeding the call of foodservice operators to provide a more efficient and environmentally friendly reverse osmosis (RO) water filtration system, Everpure, LLC, announces the MRS-Envi-RO 600 High
Efficiency Reverse Osmosis System, the highest efficiency RO system available. The system drastically reduces water waste and consumes less energy, while still providing premium water. Plus, due to its compact design, the system takes up little space, making it perfect for operations with limited room.
“The MRS-Envi-RO was developed to help operators produce more usable water without compromising its quality,” says Roy
Parker, marketing manager of Everpure. “Unlike conventional RO systems that are usually only about 20% efficient in producing pure water, the MRS-Envi-RO provides as high as 80% efficiency. This means operators can avoid sending thousands of gallons annually down the drain.”
Water Waste Reduction - On average, four gallons of water are wasted for every one gallon that is produced with traditional RO systems. Everpure’s MRS-Envi-RO system, however, produces only one gallon of water waste for every four gallons of pure product water produced. Additionally, the system significantly reduces water waste while still retaining the capability to produce
600 gallons per day of permeate water. As a result, the burden is reduced on booster systems, which, compared to other RO systems, results in less energy being used.
Saved Location Space - In direct contrast to RO systems that require large, bulky floor storage tanks, the MRS-Envi-RO’s wallmount design, with integrated 6-gallon tank, requires less room.
With a flow rate as high as 0.7gpm, an integrated six-gallon tank and a high capacity RO membrane, the system can keep up with peak water demands and eliminate the need for a bulky reserve floor tank, freeing up valuable operation space.
Dual Capabilities - The MRS-Envi-RO system features dual outputs cable of producing two qualities of water: pure and blended. The pure RO water is designed to ensure that applications, such as steamers and boilers, receive maximum equipment life, while the blended RO water can be custom tailored to meet each operator’s water recipe, providing the highest quality water for those applications that require specific mineral quantities, such as espresso and coffee. The tailored blending process removes just the right amount of mineral solids from the incoming tap water to achieve the desired water quality. The system also has a digital controller capable of giving the operator instant readout of important data like pump run-time and TDS levels.
About Everpure: Everpure, a leading foodservice industry supplier, celebrates its 75th year of continued innovation in the foodservice industry. The company has been manufacturing commercial water treatment products, solutions and services worldwide since 1933.
Industry leaders around the world rely on Everpure for quality water treatment. In 2004, the company became part of the Water
Technologies Group of Pentair, Inc. (NYSE: PNR). For more information on Everpure and its Envi-RO High Efficiency Reverse
Osmosis System, visit the www.everpure.com.
12 Coffee Business Solutions |
Digital Issue 2010 www.CoffeeBusinessSolutions.com
CUR-4546 Coffee Full Ad_CBS:Layout 1 12/1/08 12:07 PM Page 1
Stop by for market-leading coffee packaging that will change the status quo… redefine your customer’s experience…and pour on the growth opportunities.
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San Diego, CA— A unique company geared towards providing entrepreneurs an alternative to franchising by offering design services, consulting and fabrication in various avenues of opening and operating a new business, launched in December of 2007. Advanced-
Fabrication jumped onto the scene with great stride and has already done business with the likes of Better Buzz Coffee Co., Makana
Coffee & Tea, Le Coffee House, Marcella June’s Coffee Lounge, the US Government, and Starbucks® licensors nationwide.
Advanced-Fabrication works to earn your business every step of the way. You aren’t required to purchase a full café build out from the beginning or pay franchise fees and royalties. “Every customer gets the same treatment until the end, whether they spend $3,000 or $300,000. Start with the first step. If you’re satisfied, continue to the next. We work for you,” quoted Stephanie Garden, Vice
President of Advanced-Fabrication. She continued to say that many new entrepreneurs are blown away by upfront franchise costs and royalty fees and as a result, were turning away from the market. Advanced-Fabrication can act as a happy medium between franchising and building a business from the ground up with no experience in the industry.
Advanced-Fabrication’s services and products include:
• Café and Drive Thru construction for every industry, not just coffee
• Project Management for each individualized project
• The expertise of an incredible design team
• Individual 3D renderings
• Complete business packages
• Marketing materials and consulting
• Coffee products and opening inventory consulting
• Specialized equipment and competitive pricing
Advanced-Fabrication’s consultants will walk you through every step of opening a new business from business plans to barista training, from site selection to leases, from permits to contractors, and from construction to opening day.
For more information, please contact Tim Langdon at 866-512-
6747 or visit our website at www.advanced-fabrication.com.
Brookfield, WI – Mainstreet Menu
Systems now offers a new line of drive-thru menu boards called
Drive-Thru Choice. A wide variety of sizes and colors make it the most versatile outdoor product line.
Major restaurant chains now enjoy 50% or more of their sales through their drive-thru lane, and with drive-thru traffic increasing every year, independent and small chains alike cannot ignore the
14 Coffee Business Solutions |
Digital Issue 2010 added sales realized by this sales tool. To accommodate increasing drive-thru traffic, Mainstreet Menus has expanded its line of drive-thru menu board options. The Drive-Thru Choice is the most versatile illuminated drive-thru menu board available.
Customers can choose their size, color and panels in the Drive-
Thru Choice. Configurations of one, two, three, four or five doors with a combination of 18” and 27” wide menu panels are available.
Red, silver, copper, black, white and tan are the stock options while custom options are also offered. Customized graphics are provided in easy-to-change pictures and text strips. Other options include wall mount, in-board speaker and microphone, door locks and high temperature fan kits. Innovative magnetic doors end the need for keys, wrenches or screwdrivers. The Drive-Thru Choice is UL listed and wind load rated for up to 150 mph.
Mainstreet Menu Systems’ product line includes outdoor drivethru, indoor back-lit and magnetic menu systems and food merchandising products for the restaurant and hospitality industry.
For more information, please contact The Howard Company, Inc. at 800-782-6222 or email info@howardcompany.com.
Many Partners Focus on Food Security as Food Prices Rise
Santa Fe, NM – Entering its 21 st year of helping coffee-farming families improve their quality of life, Coffee Kids is proud to support 12 project partners in 2008-2009. Coffee Kids partners work in health care, education, microcredit and other community-based programs; many have added food security components this year to address rising food costs.
Many families in coffee-farming communities served by Coffee
Kids’ partners cited an almost 100% increase in prices of food staples over the past year.
“As populations grow and the demand on land skyrockets, many families are forced to forego education and health care just to feed their families. Our partners are working to address this issue and alleviate poverty in a variety of ways,” said Carolyn
Fairman, executive director of Coffee Kids.
Some of the efforts include:
• Self-Managed Development (AUGE), a partner working in microcredit and savings programs in Veracruz, Mexico, will educate their members of the current food crisis and encourage the creation of small businesses that provide locally-grown food.
• The Union of Independent Workers of Alianza Property
(STIAP) used Coffee Kids funds to expand their biodiesel program in the past year, but will create a permaculture gardening project to supply their community with fresh, organic produce.
• The Association of Northern Cooperatives of Nicaragua
(CECOCAFEN) in various parts of Nicaragua will complement their microcredit efforts with a new “Alternative
Markets” program to help small business owners commercialize their products.
For more information on Coffee Kids partners and their projects, please visit www.coffeekids.org/aboutus.
www.CoffeeBusinessSolutions.com

With rapidly depleting natural resources and pollution infiltrating the air and soil at a frightening rate, many companies are now looking to natural materials rather than synthetic for eco-friendly manufacturing.
This year Novus Tea has brought this ecominded approach to their family of teas, bringing their customers the goodness of loose leaf tea blended with the convenience of a tea bag created with 100% bio-degradable Soilon.
“In (the) wake of the mass production and mass consumption life style of the 20 th century, we are being faced with the serious environmental problems of exhaustion of natural resources and management of industrial wastes on a global scale,” says Novus representative Patrick Reynolds.
Biodegradable Soilon might offer a solution. Soilon, a biodegradable polylactic acid with a corn starch base, works just like Novus’s original pyramid shaped tea bag; however, it offers a number of advantages over the original. Made entirely of reproducible material from vegetables rather than limited fossil resources, Soilon decomposes completely into carbon dioxide and water within a month after its last cup of tea and releases no harmful gases during incineration, making it safe for use with any method of waste treatment.
Soilon has already been approved for use as a wrapping material by Japanese Food Laboratories and the base material has been inspected and approved by the United States Food and Drug
Administration, reassuring consumers that completely natural also means completely safe.
“(Our tea bags are) born from nature, and (they) go back to it,” says
Reynolds.
The team at Novus Tea has combined over 150 years of tea blending to challenge traditional methods of tea preparation.
For more information on Novus Tea and their innovative Soilon tea bags, visit www.novustea.com.
Aisle 9 is pleased to announce that on February 20, 2009, the company will be speaking at
Coffee Fest in Chicago on the subject of “The Psychology of Retail Shopping”. The presentation will address how to harness key consumer in-store trends to maximize sales. Coffee shops can benefit from the same expertise that drives large retail stores. The consumer landscape is affected by trends in the economy, technology, psychology, demographics, and more. In-store dynamics, communication vehicles, and messaging are key to engaging customers and generating repeat business.
16 Coffee Business Solutions |
Digital Issue 2010 www.CoffeeBusinessSolutions.com
The discussion will address how to tap into these trends to make marketing efforts most effective.
Aisle 9 is a custom provider of solutions for all in-store packaging, merchandising, and branding needs. Speaking at Coffee Fest will be President of Aisle 9, Greg Feinberg. Initially trained in law, Greg has extended his reach to a wide range of successful entrepreneurial ventures in marketing, branding, design, packaging, medical sciences, and more. He will share his insights and consistent success formula for large and small businesses alike.
Aisle 9 is also pleased to announce the addition of Susan Steinberg as VP Marketing. Susan comes to the company with a broad background in Marketing and Brand Strategy. She has been integral in the development of programs for large consumer packaged goods companies. Classically trained in Food & Beverages, she is happy to apply her “big brand” expertise to help smaller, independent organizations tap into what makes brands successful.
For more information, please contact Aisle 9 at 310.857.1065 or email info@aisle9group.com.
Dallas, TX - La Crème Coffee & Tea, known for its high quality specialty coffee and tea products has just launched a line of Ready-to-Drink
Organic Iced Teas. The USDA Certified Organic
Teas do not contain artificial colors, flavors or preservatives thus maintaining the teas natural levels of healthy antioxidants. A proprietary brewing process and patented bottle technology enhance product quality making the tea shelf stable and the bottle highly recyclable. Available in
7 varieties: Sweet and Unsweet Black Tea, Sweet and Unsweet
White Tea, Sweet and Unsweet Green Tea and Peach Mango.
La Crème Coffee & Tea is the premier specialty coffee roaster and fine tea purveyor located in Dallas, TX. For more information, please contact La Crème Coffee & Tea at 877-493-2326, or visit www.lacremecoffeeandtea.com.
San Marcos, Ca— Coffee Cart Biz Inc is known across the country as being the leading innovator in cart and kiosk design and fabrication. Coffee Cart Biz and its team members have already worked with many mainstream coffee companies, to build their brand name.
Coffee Cart Biz has created custom designs for well-known companies, notably Starbucks® licensors, Cuppy’s Coffee
Smoothies & More!®, and Bad Ass Coffee Company®! In addition to building for big names in the industry, Coffee Cart
Biz has assisted hundreds of entrepreneurs in building their own business from the ground up by offering consulting, training, assistance with health departments, and much more! They are always willing to share their knowledge of the coffee industry, as well as business experience, with any customer!
Coffee Cart Biz custom designs and fabricates the best carts and kiosks in the nation and recently expanded its product to four other countries! Every cart and kiosk configuration is built to the customer’s specifications, while referencing budget, health codes, menu, and the overall business personality.
Beginning in July 2007 all California Coffee Businesses are required to have an operational 3 compartment sink cart with any configuration selling blended drinks. Coffee
Cart Biz pioneered the development of multiple types of
3 compartment sink carts fabricated to this specific health code. They were the first to have these designs approved in various California health departments including San Diego county, San Bernardino county, Los Angeles county, and various Northern California health departments.
For more information about Coffee Cart Biz, please call 888-239-9155 or visit at www.coffeecartbiz.com.
www.CoffeeBusinessSolutions.com
Digital Issue 2010
| Coffee Business Solutions 17

Looking for that something special for somebody special? Want to impress your guests with a sweet treat that won’t set you back either in time or effort? How about a delicacy that has been served at the White House, Buckingham Palace, and
Eiffel Tower and has been ordered by, and for, some of the most famous people in
Hollywood?
Look no further than delectable and succulent coffee cake from
My Grandma’s! My Grandma’s of New England ® started an industry in 1993 with their original Cinnamon Walnut Coffee
Cake and with good reason. These decadent, dinner-worthy cakes are made from the finest and freshest ingredients available. The moistness and flavor of the cake are unmatched. All cakes are handmade and certified Kosher under Orthodox supervision.
And there really was a Grandma! My Grandma’s Of New England
® started baking coffee cakes in a modest 250 square foot bakery in a remote section of Newton, Massachusetts. Baking her famous
Cinnamon Walnut coffee cake, business grew steadily by word of mouth. Soon, customers were driving from locations as far away as one hour to buy one of her cakes that were still warm from the oven. Around major holidays, word quickly spread that if you wanted a cake for your family to enjoy, you had to place your order at least one week in advance.
After moving to Dedham, Massachusetts in 1994, they expanded their flavor selection to include the Granny Smith Apple, Golden
Raspberry and Cappuccino flavored coffee cakes. Today their line includes the New England Blueberry, Ted Williams Chocolate,
Banana Walnut, and Cape Cod Cranberry flavors. Their special- order ‘lower fat” cakes (available in all flavors but the chocolate) are a popular line for My Grandma’s. All cakes may also be special-ordered without walnuts.
The cake is packed in a plastic freezer bag that preserves freshness whether fresh or frozen. Shelf life in the bag is 10 to 12 days when unrefrigerated and 4 to 6 months if frozen. Cakes are shipped via
UPS to arrive at their destination within 3 days of shipment.
The cake is also available through upscale groceries, gourmet and specialty vendors and gift shops throughout the United States, through their website at www.mygrandma.com and at their retail store located at 1636 Hyde Park Avenue in Boston, Massachusetts.
You may also place a phone order at 800-8-GRANDMA (800-847-
2636) or email sales@mygrandma.com.
San Angelo, TX - DeCoty Coffee
Company has just completed a
$150,000.00 expansion of their spice blending and packing department. The expansion has a focus on reducing
From Mainstreet Menus and The Howard Company
Contact one of our menu board specialists today for a
FREE consultation and design.
18 Coffee Business Solutions |
Digital Issue 2010 www.CoffeeBusinessSolutions.com
overhead and manufacturing costs while maintaining the high quality standards DeCoty is recognized for. The company has increased its production capacity to facilitate growing demand for the DeCoty Spice and Seasoning line as well as private label and contract packaging programs for other companies.
Founded in 1929, DeCoty provides customers with customized beverage programs and service. From specialty coffees and teas to spices and foodservice products, DeCoty serves a diverse customer base ranging from restaurants, hotels and coffee houses to offices, convenience stores and healthcare facilities. DeCoty…
Because You Demand Quality. For more information, contact
DeCoty Coffee Company at 800-588-8001 or visit their website at www.decoty.com.
Coffee industry partners, JavaFit and CLR Roasters, increase retail opportunities for fresh roasted fortified coffee.
Fort Lauderdale, FL - JavaFit
Coffee, the first in caffeine and fat burning fresh roasted coffee products, has formed a partnership with CLR Roasters. The opportunities for this partnership in the coffee industry will push the JavaFit brand into many households. It will further expand JavaFit into the vitamin infused coffee sector as CLR roasts coffee for a number of companies throughout the state of Florida and markets its own Café La Rica brand of Espresso to retailers. This new agreement will give JavaFit 85% control over CLR Roasters as opposed to 50% previously.
Dave Briskie, JavaFit’s CEO, said, “We are very excited to be in control of the fresh roasted coffee for our JavaFit Coffee
Brand. We can now put in place Javalution Coffee Company’s ultra high standards of quality control throughout our own roasting operation. This not only will insure continuous quality of the JavaFit brand, but will guarantee the highest quality standards for all the customers of our roasting operation.”
CLR Roasters has been the manufacturer of Javalution Coffee
Company’s line of fortified vitamin infused coffee which consists of JavaFit Energy Extreme 62, Javafit’s popular Diet
Plus 62 and JavaFit’s fastest growing product JavaFit Focus
Plus Multi-Vitamin. The Company operates out of a very efficient 20,000 square foot facility located in Miami, Florida.
The facility is capable of providing all types of packaging including various size bags, various size frac packs, brick packs and even will open up a can line later this year.
About JavaFit: JavaFit is the leading brand in functional, fortified fresh roasted coffee and a leading developmental brand in ready to drink fortified coffee shakes and vitamin infused coffee with energy drink benefits. Javalution Coffee Company, a 6 year old Florida based company, owns the JavaFit brand and develops JavaFit’s products via its renowned science team.
www.CoffeeBusinessSolutions.com
NOVUS TEA LIMITED, LLC | FAIRFIELD, CT 06825-5512 | TEL: 1-800-235-7072 | WWW.NOVUSTEA.COM
No Sugar, 0-Calories, 0-Carbs
Toll Free: 1-877-659-5110 www.sassafrastea.com
H & K Products Inc.
10246 Road P
Columbus Grove, OH 45830
Digital Issue 2010
| Coffee Business Solutions 19

M
Click to listen or download this editorial in MP3 format
T o create an effective growth plan, understanding how marketing and advertising differ from one another is important. Let’s take a look at the formal definitions of the two.
MARKETING is the systematic planning, implementation and control of a mix of business activities designed to present products in such a way as to make them desirable. In other words, it is the intent to bring buyers and sellers together for the mutually advantageous exchange or transfer of products or services. The essence of marketing is to understand your customers’ needs and develop a plan that can meet those needs. By doing this, you create an effective way to grow and expand your business. A marketing strategy helps you achieve greater growth by (1) acquiring more customers, (2) persuading a customer to buy more products, (3) persuading a customer to buy more expensive products or up selling a customer, and (4) persuading each customer to buy more profitable products.
ADVERTISING is the public promotion of something such as a product, service, business or event in order to attract or increase interest in it.
After reading both of the definitions it is easy to understand how the difference can be confusing to the point that people think of them as one-in-the same, so let’s break it down a bit.
Advertising is a single component of the marketing process.
It’s the part that involves getting the word out concerning your business, product or the services you are offering. It involves the process of developing strategies such as ad placement, frequency, etc. Advertising includes the placement of an ad in such mediums as newspapers, yellow pages, magazines, direct mail, billboards, television, radio and of course the Internet. Advertising is the largest expense of most marketing plans, with public relations following a close second and market research not falling far behind.
The best way to distinguish between advertising and marketing is to think of marketing as a pie, inside that pie you have slices of advertising, market research, media planning, public relations, product pricing, distribution, customer support, sales strategy and community involvement. Advertising only equals one piece of the pie in the strategy. All of these elements must not only work independently but they also must work together towards the bigger goal. Marketing is a process that takes time and can involve hours of research for a marketing plan to be effective. Think of marketing as everything that an organization does to facilitate an exchange between company and consumer.
According to Small Business Administration, five percent of an entrepreneur’s gross sales should be budgeted for advertising. A www.CoffeeBusinessSolutions.com
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| Coffee Business Solutions 21

five percent small business advertising budget can only help if you understand the laws of advertising.
1. Use One Message: A high response rate ad usually conveys a single message.
2. Add Credibility: It has become human nature to distrust advertising. Claims need to be real and credible. Any claim made in your advertising which your customer does not perceive as the truth is a waste of ad dollars.
3. Test Everything: Test only one item at a time and one medium.
Testing can be as simple as asking every family or customer for several weeks how they heard of your business.
4. Be Easy to Contact: Every single brochure, box, email and all company literature should have full contact information including: website and email address, phone and fax numbers and company address. It seems simple but is forgotten by most companies – Be everywhere.
5. Match Ads to Target Market: Successful business advertising speaks to one target market only. An ad for smoothies or specialty drinks should target your desired audience and focus the message to the target group.
6. Create Curiosity: Successful business advertising does not sell a product or service. Create ads that generate interest and make the customer want more information.
Having a poor response is not necessarily the medium’s fault.
Often the problem is the message. Small business advertising is not a quick fix solution to marketing your company. It takes planning, testing and constant exposure to have an impact on your small business. Done correctly, small business advertising can be a winning strategy.
When you do spend money on marketing, do not forget to create a way to track those marketing efforts. You can do this by coding your ads, using multiple toll-free telephone numbers and asking prospects where they heard about you. This enables you to notice when a marketing tactic stops working. You can then quickly replace it with a better choice or method.
Once you have determined your audience you want to reach and the message you wish to deliver, the next step is to determine which method of advertising is most appropriate for your business.
To do this, you must understand the options:
Print campaigns include newspaper, yellow pages and magazine advertising. This form of advertising typically focuses on carrying a message designed to either enhance a brand or to create a direct response. Print advertising is also effective when you want to focus on a particular audience based on the demographic of who reads the publication. For example, if you are wanting to promote a
“unique” experience that your business offers, then you may select
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Digital Issue 2010 a publication that most closely matches your desired audience. For example, if your target audience is college students or young adults, you would look for publications designed for that audience. Some examples may be college directories, university newsletters, or publications designed to reach this demographic. While print advertising can be very effective, because many publications print weeks or months in advance, it requires planning to ensure that deadlines are met. And while print advertising can be economical because it can reach a large number of people, in can also be considered expensive if the right message is not projected or the right audience is not reached. Trial runs and testing is critical to determine the effectiveness of this strategy.
Direct mail campaigns consist of postcards, letters, brochures and flyers that are sent through the mail and generally contain a direct response call-to-action. Direct mail can be effective because it can be highly targeted to a demographic, but can also be costly when considering the cost to print, mail and purchase a qualified mail list.
Some believe direct mail has seen its better days, but there is still some life in this powerful and traditional form of advertising. Many people still look to the mail for information and opportunities, and this strategy cannot be completely ignored.
While TV and Radio advertising afford the opportunity to reach the largest number of people in the shortest amount of time, it is also considered to be the costliest of all the strategies. Another disadvantage of the strategy is its inability to target a demographic with precise accuracy. However, the prestige and image associated with television and radio advertising can elevate a business in ways that the other strategies can’t.
It is worth nothing that many businesses are abandoning the more traditional print forms of marketing in favor of reaching out to the rising star in the world of marketing – ONLINE marketing.
As print and direct mail see their numbers decline, more and more businesses are choosing the cost effective, highly targeted marketing options found online. The web continues to explode and along with it so do the advertising opportunities. Billions and billions of advertising dollars are spent every year online as businesses try to find ways to tap into the Internet user.
While there are hundreds of online marketing strategies, the simplest and most important is having a website for your business.
Creating a professional website is critical. A website can often be the first impression that a consumer has about your business. A website is an effective way to introduce the world to you, your business and the services you provide. Websites are generally inexpensive and with the help of a professional, easy to set up and maintain.
Have you heard of Search Engine Optimization (SEO)? Having a website is only the beginning. Make it easy for them to find you!
Using search engine optimization to rank high on Google and
Yahoo! In your given area of business this can be very effective.
This is achieved by manipulating the copy on a website and the
HTML code that www.CoffeeBusinessSolutions.com
www.brewmatic.com
(800) 421-6860

forms the backbone of the web pages. By doing so, you can greatly improve the chances that a future customer finds you first.
In addition to your website, there are many websites that provide you the ability to create a listing, much like a listing in the yellow pages. These sites make their listing searchable and provide a single resource for the consumer to research and select a coffee business that best meets their needs. These sites are often free and require only a registration.
Other forms of effective advertising include; trade associations, newsletters, business cards, vehicle advertising, bench/bus stop signage, LED signage, billboards, sponsorships and community involvement to name just a few. All have the advantages and disadvantages, but the one common theme is not any one strategy may work best or be the most cost effective for you. “Coffee shop owners need to diversify their marketing and expand their efforts to include email blasts, web sites and social media to name just a few,” said Kanet.
Depending on your location, community and demographic of the person you are trying to attract, each method should be evaluated to determine which works best for you. There are strategies that are less expensive, but they can sometimes come with less than desirable results. Determine what it is you desire in return before deciding to make an investment in advertising. Find which strategies will work for you and the most desirable cost. While it is not always a steadfast rule, remember sometimes there is often a direct correlation between cost and results. Low cost sometimes means poor results and high cost can sometimes mean great results. Time considerations to achieve a desired result are also a factor. Typically, the quicker the result, the more expensive it may be to achieve. For example, TV advertising reaches a massive audience, and does it very quickly, but at a high cost. On the other hand, internet marketing and social media takes longer to receive a desired result, but done so with a less expensive cost.
One of the fastest growing, least expensive and perhaps the most effective forms of advertising is the growth of social media.
Social media sites such as Facebook, Twitter and Linkedin have exploded over the past few years. “Social networking is definitely a marketing tool to utilize. It’s particularly effective for people that operate a retail business because it can be a gentle, compassionate way to reach them and can offer interaction among before of a certain age group,” Kanet said. “While some think of Facebook and Twitter only as a means to reach a young audience, statistics indicate that the fast growing segment of social media users are age 45-64.”
More and more businesses are starting to understand the value of utilizing these tools to connect with friends and people in their community. The viral aspect of these sites can quickly spread information about your business, and at a cost that is much less than other forms of internet marketing.
“Coffee shops are looking to find an affordable way to maintain and/ or grow their customer base. Each client faces unique challenges in their local market, so while one client might need help competing against corporate chain or franchise, another might be struggling to overcome a poor location or many other scenarios,” said Doug
Clery with Adfinity.
Small businesses typically have a limited marketing budget if any at all. Does that mean you can’t run with the big boys? Absolutely not. It just means you have to think a little more creatively. How about launching your marketing campaign by doing one of the following:
1. Call your vendors or associates and ask them to participate with you in co-op advertising.
2. Take some time to ask your customers for referrals by offering them incentives.
3. Have you thought about introducing yourself to the media? Free publicity has the potential to boost your business. By doing this you position yourself as a community contributor, and it can help promote your business throughout the community.
4. Invite people into your place of business for an event or seminar.
By being diligent in your marketing and creating an effective marketing strategy and you can reap tremendous rewards. The great thing is it may not take a large marketing budget to make it happen if you explore the options.
Small business advertising is a science and an art. Companies often miss the fundamentals of advertising. Regardless of the size of your business, understanding the differences between marketing and advertising can reap huge rewards.
In the end, if you have a desire to grow your business, it is up to only you. And this desire will require your willingness to make a diligent effort and to work hard creating success. Vince Lombardi once said, “The Dictionary is the only place that success comes before work. Hard work is the price we must pay for success. I think you can accomplish anything if you’re willing to pay the price.” Ask any successful business executive or business owner and they will tell you. The key to their success was surrounding themselves with great people who knew more than them. Don’t take on these initiatives without doing the same. Most importantly, keep in mind that this effort and work does not have to be tackled alone. There are many professionals that can help you, including marketing consultants, advertising agencies, website developers, and experts in the realm of online marketing and social media.
Good luck on climbing the ladder of success. CBS
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www.CoffeeBusinessSolutions.com
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| Coffee Business Solutions 25

sales
ON
Marisa China
Click to listen or download this editorial in MP3 format
I n these economic times, all businesses are looking for additional revenue sources and ways to improve their product’s marketability. With the multitude of choices that consumers are inundated with it seems to be increasingly more difficult to develop a product that stands out. The gourmet food industry has especially become overrun with a countless number of new brands in recent years. However, satiating the consumers’ need for a good coffee is not always just about the quality of the coffee. We also have to consider packaging, customer base and price point to name a few. One growing area that can be focused on is gifting. Consumers have been increasingly turning to gourmet foods for their gifting needs.
This article will help you to take advantage of this trend, and transform your everyday product into an attractive and profitable gift item.
Food has always been a great gifting item, whether it is home baked cookies for a neighbor during the holiday season, an exotic gift basket purchased for a corporate gift or the old reliable bottle of wine given as a hostess gift, you somehow cannot go wrong.
In recent years as overall gifting has decreased, food gifting has increased. Despite the economy, recent studies have continued to indicate that certain gourmet food gift items are still growing as they are affordable, unique and have a high-perceived value.
With a little imagination, there are so many different wraps, ribbons, bows and baskets and complimentary accents that can be used to create a beautiful gift in any variety of looks.
Depending on the materials used and your imagination, you can invest a little or a lot. Either way, you should be able to increase the retail price by an additional 50 to 100%.
For a lower cost investment you can use a cellophane wrap with a complimentary ribbon and possibly a decorative accent.
Gift baskets can be costly and more involved, but can result in higher revenues. A gift basket allows you to couple your product with a range of complimentary products to determine the end cost, look and experience for your client.
There are also other gift packaging options that are mid-ranged price that allow you to slip your product into the bag and you have an instant gift. You can then choose to either further enhance the gift bag.
Whatever method you choose, the options are limitless. When determining how much time and money you should invest, you should consider the following:
1. Your Product’s Price Point – the price point of your product
26 Coffee Business Solutions |
Digital Issue 2010 is important as you should try to make your gift item no more than 2 times more expensive than your standard price point.
For example, if your standard retail price point is $10. Adding an additional $1 to $2.50 in gift packaging costs will result in a
$14.99 to $19.99 gift retail price point.
2. Your Client Base – If you are located in an affluent area, this may call for more extravagant gifting options. Offering a gift basket with a variety of goodies, where your product is the main event, would be appropriate. You can include a variety of your items in different flavors, nestled by complimentary gourmet foods and accessories. The ultimate price point can be higher.
3. Your Location – Incorporating any themes in your location make it appealing for out of town visitors, and for gifting ideas. If you are located in a beach area, you can use sea shells, sand and other nautical type themes. If you are located in the
Southwest, incorporating chili peppers, kokopellis and other southwestern accents will increase sales. Incorporating accents and décor that is completely unrelated, although attractive, may be a slow seller. For example, if you personally love beach themes, but you live in the desert, stay away from nautical accents, etc…
4. Universal Appeal – Creating a few different gifts that are well priced and have a universal appeal is how to get the best bang for you buck. These will be your quickest sellers and will be appropriate for all occasions, whether it is a birthday, wedding or anniversary. You can always add extra cost to the product and have a box with a variety of small adhesives or gift cards that the buyer can select for ‘free’ and easily personalize it.
Consumers always like to feel like they are receiving something for free. Start out slowly and you can see what works best for you. You can always add as you go and do not be afraid to ask your customers what they like.
The bottom line is ultimately the most important thing to consider. Therefore it is important to focus on your increased profit margins. The idea is to create value and additional revenue sources. A little creativity will go a long way to make your product a fun gifting item and an overall pleasant shopping experience. Take advantage of this growing trend and you will be pleased to see the results. CBS
Marisa China is Co-Owner of Bella Vita Bags and has a has an MBA from Thunderbird University (American Graduate
School of International Business). She can be contacted at
877-827-3638, or by email at marisa@bellavitabags.com, or visit www.bellavitabags.com. www.CoffeeBusinessSolutions.com

N u m i
O r g a n i c T e a
Location:
P.O. Box 20420
Oakland, CA 94620
866-972-6879
Contact: info@numitea.com
www.numitea.com
What is Numi?
Numi is an Organic & Fair Trade tea company specializing in premium, full-leaf teas, fresh pure herbs and an innovative line of Flowering Teas. In 2007, NUMI increased its Fair Trade
Certified teas to 17 and introduced a line extension (Organic
& Fair Trade) of new blends with real freeze dried fruits and herbs. Numi’s whole leaf teas are never treated with added flavors, colorings or essences common to the market; resulting in a rich and pure flavor. Numi is committed to global consciousness and sustainability through packaging and business practices.
How did Numi get evolve and get its start?
After spending many years apart traveling the world and pursuing interests in art, brother and sister,
Ahmed and Reem Rahim met up during a family vacation to the Grand
Canyon, and discussed starting a tea business. Ahmed had been living abroad and had owned and operated teahouses in Europe while Reem had been studying art in Northern
California. They wanted to create an entity that would encompass both of their passions. In 1999, after observing that competing brands in the U.S. tea market differed little from one another in quality, consistency, and selection, Numi was created in a tiny 750 sq/ft apt in
Oakland, CA; an inspiration of art and exotic teas. Reem &
Ahmed created a company whose hallmark is super premium,
Fair Trade, Organic full leaf teas and herbal teasans.
Numi pioneered the introduction of exotic herbs such as
Rooibos, Lemon Myrtle, Honeybush and Dry Desert Lime that were popular in Europe but were completely unknown in the United States. Numi also is known for their innovative line of Flowering Tea, handsewn tea leaves that blossom open when steeped. Numi is responsible for commercializing this beautiful artisan trend from China.
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Digital Issue 2010
How had Numi been recognized in the industry?
To date, Numi has won over 15 awards for their premium tea, innovative packaging and efforts in environmental sustainability. These include #24 Top 100 Fasting Growing
Inner City Companies, INC Magazine, Best Flavored & Best
Commercially Brewed Iced Tea,
Word Tea Expo, WRAP of the Year
(Waste Reduction Awards Program),
Outstanding Food Gift, NASFT and
Most Innovative & Best Packaging,
Natural Product Expo.
What is the Numi’s mission and vision for the art of tea?
Numi’s mission is to be the most innovative tea company in the world dedicated to quality, sustainable values and a commitment to community.
Numi’s vision is to inspire wellbeing of mind, body and spirit through the simple art of tea.
Numi elevates the tea experience through innovation, quality, and a commitment to the environment and our global community. Numi hopes to educate and influence others to make a difference in their contribution to society. Numi is an organization that celebrates difference and creativity; a vibrant space that invites all to find their own thoughts and visions and take the tea transformation.
Where is Numi sold?
Numi is sold nationally in Whole Foods, Wild Oats, Safeway’s
Organic Marketplace, other independent natural food stores and natural sets within conventional grocery stores. Check numitea.com for a store locator:
For any further information please visit www.numitea.com, or email info@numitea.com, or call 866-972-6879. www.CoffeeBusinessSolutions.com
CBS - Taste 2008.indd 1
s
&
s
&
11/25/2008 12:09:45 PM

I t all began as a modest celebration of coffee, an invitation for Seattle coffee lovers to visit the Seattle Convention
Center and enjoy the first inklings of what has become a coffee revolution. That initial gathering of 2,500 coffee sippers morphed into a consumer/trade show hybrid for a couple of years before becoming a full-fledged trade show in 1998. Since then, Coffee Fest has served up the best education, networking opportunities and a Latte Art Competition that has sought to and accomplished the goal of increasing the fortunes of specialty coffee and tea retailers throughout the country.
With this powerful triad of tools to help build specialty coffee businesses, Coffee
Fest spread out to all four corners of the country – hosting shows from Atlanta to
Las Vegas, Chicago to Washington, D.C., and off the mainland to Hawaii -- with their hometown show in Seattle serving as the anchor event.
After nearly two decades of immersion in the specialty coffee business, Coffee
Fest has helped countless specialty coffee retailers get their start, and nudged established retailers to increase their bottom line, refine their business practices and gain a depth of knowledge of their product – from where, how and by whom their coffee is grown, to how it is roasted, brewed and fancied up, to the care and maintenance of all its accoutrement.
“From the start, our mission has been clear,” says David Heilbrunn, president of Coffee Fest. “To make specialty coffee and tea retailers, roasters, and all involved in this burgeoning industry, hone their craft, better their business dealings and become successful at what they do. Their success is our success.”
Coffee Fest became the “go-to show” over the years by perfecting and refining its educational program which seeks to provide attendees with practical knowledge, hands-on skills and industry information that they can directly apply to their everyday business practices.
Heilbrunn knew the key to a stellar education program, and thus a successful show was providing attendees what they asked for.
Feedback is taken seriously at Coffee Fest and much of their survey information is incorporated into the show program. Coffee
Fest is ground zero for training and creating generations of specialty coffee and tea retailers, says Heilbrunn.
“I like to think that on a certain level, we take on the role of marketing partners with our exhibitors,” explains Tamara Smith, vice-president of sales and marketing at
Coffee Fest. “We take pride in not being a corporate monolith here to just make a buck. We truly care for the success of those who participate with us.”
Latte Art: Gathering Steam
This includes helping the baristas of the industry -- the front line of specialty coffee -- succeed. As the specialty coffee industry has matured, its drink purveyors have followed suit. Baristas have shot to the forefront of the specialty coffee industry, not content with just serving coffee. These coffee professionals began to learn their craft and refine their skills. Designs amidst the foam were no longer the doodling of a bored barista – latte art was being born. Competitions were sure to follow. Coffee Fest introduced the first Free Pour Latte Art Championship in
1999 inviting the best baristas from around the world to test their skills with stainless steel pitchers as tools, foamy lattes as their medium. Today the Millrock Free Pour Latte
Art Championship is held at each domestic mainland show and 40 competitors vie for a chance to win $5,000. Second and third place winners take home tidy sums of $1,000 and $500, respectively. Blindjudging has been instituted to preclude any favoritism and a leader board, trumpeting competitor’s immediate scores adds a level of sophistication to the contest.
In addition to Millrock, Coffee Fest garners indusry support and sponsorship from
Dillanos Coffee Roasters who provide coffee , Nuova Simonelli who provides the espresso machines and Barista Magazine, the media sponsor, whose publisher also takes a judge’s seat perusing the final pours.
Educating, entertaining and engaging –
Coffee Fest has refined its recipe for success and looks forward to another two decades of bringing out the best of coffee industry professionals.
Heilbrunn weighs in on the specialty coffee industry:
What are some of the biggest changes you have seen in the Northwest coffee culture since Coffee Fest started in 1992?
Coffee consumers have become savvy,
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knowledgeable consumers of their product.
They want to know where their coffee is grown, who grows it and how it’s grown.
A caffeine high is no longer the only expectation from a cup of coffee. Coffee drinkers know what truly makes a good cup. This bodes well for specialty coffee retailers as their customers keep them on their toes - evolving, learning and refining their coffee business.
A disappointing shift in the coffee shop landscape is the second biggest change
I’ve witnessed over the past 17 years producing Coffee Fest. At our Seattle show, we used to provide a walking tour map of 20 or so independent coffee shops in the downtown area. Today, our downtown district, once an independent coffee shop mecca has given way to massproduced corporate coffee everywhere you look. It will be interesting to see if this trend reverses itself over the next decade.
What piece of advice would you give someone entering the specialty coffee industry?
Make sure you focus on quality first and foremost. Specialty coffee retailers and roasters should create a taste sensation in every cup of coffee they serve. Each and every cup that crosses your counter needs to be the best cup of coffee you have ever delivered. Attack each with a sincere passion for your business and customers will be drawn back for both the exemplary coffee and the authentic experience that you provided. CBS
What began with 65 exhibitors and more than 2,500 attendees sharing coffee with the general public has blossomed into shows that sport more than 300 booths with close to 10,000 attendees serving the coffee trades. The “little coffee show that could” boasts a track record of 16 years and more than 50 shows of consistently and confidently pushing specialty coffee retailers to be the best.
1992
Coffee Fest hosts its first consumer coffee show and welcomes
2,500 people, in spite of a snowstorm that hampered transportation for the surrounding areas. People traveled from all over the country to attend the event. This first success helped Coffee
Fest organizers understand that the coffee industry was being underserved and as show manager Heilbrunn says, “We knew we were on to something.”
1993
Coffee Fest fills its venue at the Washington State Convention and Trade Center to capacity.
1994
Coffee Fest goes on the road to Philadelphia and Chicago.
Coffee Fest graduates their hometown show to the Seattle
Center Venue.
Coffee Fest launches the Specialty Coffee Business Seminar, a
3-day soup-to-nuts course for entrepreneurs opening up coffee shops.
1995-7
Coffee Fest morphs into a trade-consumer show with two days dedicated to trade and the final day open to the public.
1998
Coffee Fest decides to make their shows trade only starting with their hometown Seattle show.
2000
Coffee Fest plants their show in three separate regions of the country -- Las Vegas, Seattle and Atlantic City, to better serve their national audience.
2001
Show Manager David Heilbrunn earns the Expo Group Show
Manager of the Year award.
2002
As trade shows around the country saw reductions across the board, Coffee Fest realizes a 30% increase in attendance and exhibitor space.
2004
Coffee Fest is named one of the 50 fastest growing trade shows in North America by Tradeshow Week Magazine .
The company creates the International Academy of Specialty
Coffee to create world-class barista training and certification.
2005
Coffee Fest is named one of the 50 fastest growing trade shows in North America by Tradeshow Week Magazine .
KC and Sunshine Band graces the Coffee Fest stage at Seattle show. Coffee Fest puts on a party for show attendees and exhibitors that is hard to top.
2006
Coffee Fest is named one of the 50 fastest growing trade shows in North America by Tradeshow Week Magazine .
2008
Coffee Fest celebrates its 50 th show in Washingon, D.C., and hosts first show off the mainland near the coffee-growiing region of
Kona, Hawaii. They also host their first international show in
Hong Kong.
www.CoffeeBusinessSolutions.com
Digital Issue 2010
| Coffee Business Solutions 31

Who is Finum?
Finum is the brand of German filter manufactured by Riensch
& Held Co. KG from Hamburg, Germany. Although the company Riensch & Held has been around for over 160 years it has never lost its personal touch insisting that their customers are their business partners. Their extensive line of high quality accessories for tea and coffee in combination with their flexibility towards their customers reflects why this company is being seen and heard from internationally.
What is the Finum brand and what do they offer to the specialty coffee and tea industry?
The Finum brand includes a wide range of products from permanent filters for coffee and tea in various sizes, to their
Hot Glass Systems and Bistro Systems (ingenious single cups with permanent filters, and top hats that double as drip trays), to clever patented conical tea filters which converts coffee makers into tea makers. Undoubtedly the Finum range of disposable paper filters is worldwide unmatched.
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Digital Issue 2010
F i n u m
Company:
Riensch & Held GmbH & Co. KG
Hans-Duncker-Strasse 1
D-21035 Hamburg, Germany
+49/40/73424-183
Contact: www.finum.com
info@finum.com
What is Finum flagship product?
Finum’s revolutionary invention is its award winning Tea
Control Series. These patented non-electric tea makers include a brew-stop filter. They offer the consumer complete control over the brewing process and the taste of the tea. A simple turn of the Tea Control’s lid interrupts the brewing process to keep the taste uncompromised. With this, there is no longer the need to remove the filter in order to prevent the tea from turning bitter. And no longer will a tea connoisseur have to put up with spillage at the table. The stylish glass pot allows you to monitor the expansion of the leaves and the spreading of the color to stop the brewing at any desired point. This works with loose teas and tea bags alike, resulting in clear, delicious tea made to personal taste.
What is Finum’s newest innovation?
Because Finum prides itself on constant innovation, the new option for this model is the Iced Tea Control which is becoming the highlight of the upcoming season. With all the benefits of the traditional TC series, the iced tea version comes in a robust and elegant 1,8L pitcher (61 oz.) which leaves enough room for glass after glass of Iced Tea for those hot summer days.
With its robust material, the Iced Tea Control will quickly become a favorite amongst families who enjoy having a cold glass anywhere. There has never been a simpler way to brew and enjoy natural iced tea.
What are Finum’s other unique products?
If the Tea Control series is the novelty of Finum, their evergreen are the disposable tea filters, necessary and incredibly delightful. These biodegradable filters are not only known for their various designs with expanding base and easy-fill flap, but also for their true flavor guarantee. Their various sizes
(single cup size – extra large) opens the customer range from private consumers to food service buyers and it proves to be working since Finum is the world’s leading manufacturer of biodegradable tea filters. Furthermore, these disposable filters allow each tea drinking experience to be unique as the users can prepare their own tea bags with their favorite teas. With this combination of quality and convenience, it is not difficult to see why Finum appeals to cultures from North America to
Europe and to Asia.
For any further information please visit www.finum.com, or email info@finum.com, or call +49/40/73424-183. www.CoffeeBusinessSolutions.com

sales
ON
Ahmed Rahim
Click to listen or download this editorial in MP3 format
T ea has been around for hundreds of years. Actually it has been around for thousands of years but during the past hundred years it has evolved and grown throughout the world with its various ceremonies, traditions, varieties and methods of preparing and presenting. Even the evolution of the tea bag has only been around for roughly one hundred years. So you might wonder how tea has developed throughout the years and what ways people have merchandised and presented their tea service. There is no one way to offer tea, but there are a few simple ways to merchandise your tea service and demand an increase in cost. Many tea companies over the past 20 years have gotten very creative with various types of chests, display racks and other vessels to present and store your tea selection. Whether it is tea bags, loose teas, spa blends, flowering teas, iced teas or a combination, you can elevate your merchandising into a beautiful and elegant art form.
To start with the basics, if your tea offering is via tea bags, there is the standard wooden tea chest with compartments to hold the different flavors of tea bags. The chests vary from types of wood like mahogany, cherry, oak, and even bamboo. Many of them are lined with velvet or other material to enhance the style and presentation. Depending on the varieties you are offering you can find chests of various sizes from single compartment for room service to 12 compartment chests that are ideal for table side presentation. Also readily available for tea bags are unique amenity cards that can be placed in your rooms next to your coffee service. These amenity cards tend to offer a bed time herbal teasans like chamomile and a breakfast tea for the morning hours to wake up and relax in the room.
If you need a storage vessel to hold large quantities of tea bags you can request various display racks and bins to hold a box of tea or up to 100 tea bags. This will allow you an easy step to refill the various chests. Many companies offer an iron display rack with self dispensing boxes usually containing anywhere from 18 to 30 tea bags per flavor.
These racks generally hold 8 to 12 different types of teas and herbal teasans. Glass, tin and bamboo bins can be used to hold up to 100 tea bags, which is needed for very busy establishments that refill their chests more then once a day.
These racks and bins, if designed nicely can be displayed within the hotel lobby, restaurant bar or on the coffee shop counter to elevate your tea offerings and create impulse purchases.
When it comes to Loose Teas and Flowering Teas, you want to be careful with the type of bins and containers used for storage and presentation. Since Loose and Flowering teas are very sensitive to light, air and heat, you want to find vessels that keeps the loose teas and flowering teas away from sunlight and heat. Also look for storage bins that have a tight seal not to allow any air to be exposed to the tea. All of these factors will slowly deteriorate the quality of the tea flavor and freshness of the herbs. These storage bins can be used to showcase the teas within your establishment if their design is appropriate for your interior decor. Although glass containers with a tight seal are one of the nicest ways to showcase and entice the consumption of tea, if the teas are stored for a long period of time (over a month) the quality and freshness will not be as good. Highly recommend storage bins that are made of tin or bamboo that keeps the tea away from sunlight and heat. If the loose tea is enclosed in a bag with a seal, then the container does not need a tight seal.
For a tableside presentation of loose teas and flowering teas, ask your tea provider or for a chest that has a glass top
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G R I N D M A S T E R I N T R O D U C E S
™
PB-8303E

to expose the samples of the teas for visual and smelling purposes. This will allow your guest the ability to use their senses in choosing the perfect tea. There are some chests with various compartments that have a glass lid instead of a wooden top to allow the teas to be exposed. This is one of the fanciest ways to showcase your tea offerings. This can be accompanied with a tea menu booklet that is placed either in the chest or within your dessert and coffee offerings. There are also chests available with small glass test tubes or tester jars that can be opened tableside so your guest can take a quick smell to help in their decision process.
Iced Tea is a large category that every hotel, resort and restaurant needs to satisfy their guests. Although it is generally served in a glass poured through a pitcher at the table, there are many unique
Spa blends are best showcased in glass containers. Although glass is not the best choice for loose teas for a long period of time, Spa blends tend to have a range
of various flowers, herbs and other exotic ingredients like
Lavender, Chamomile, Jasmine, Rose petals, etc that need to be seen and smelled to sooth the senses. Many tea companies offer glass jars with a supporting display rack to hold the glass jars. This is the ideal way to display and offer Spa blends in any environment.
and creative ways to contain the finished Iced Teas. Typically there is a large stainless steel container attached to the brewing machine that dispenses the finished Iced
Tea which is then served over ice.
This method is not so enticing to the eyes or the senses as the color of the machine and dispenser are typically very industrial and meant for the back of the kitchen. To really show off your Iced Tea, try using a glass container to hold the finished product. The glass containers can have any shape or design and can be placed on the bar counter, next to the entrance or in an area that is easily exposed to your guests. Some large glass containers allow you to put various fruits and herbs in the center (within another exposed glass), alluding to the flavor that is inside. This again allows your guest to use their senses to imagine what the Iced Tea would taste like. These glass containers need to be cleaned often due to condensation and spillage, but the result is extremely refreshing and eye catching. If you do use the stainless steel dispenser, ask your tea provider for a colorful label to cover up the stainless steel dispenser. These labels generally have colorful images of fruits and glasses filled with Iced Tea, releasing a refreshing sensation and convincing your guest to consume the beverage.
Lastly, if you are retailing your various tea products in your gift shop or coffee shop, think about a free standing display to give your tea a special home to showcase the products.
These displays are made of various materials like wood, bamboo, iron and other creative ways. They tend to have the companies logo and feature the product better then placing them on your shelf or counter. The result is more sales and gives your customers the idea of how important your tea products are. With guests visiting your establishment for a few days, they are always looking for a special gift for their friends and loved ones, and tea, if beautifully packaged, can be the perfect choice.
All of these various tools to smell, display and sample your tea offerings will allow you to charge an additional cost for this service, but more importantly, will elevate your establishment into a true tea sensation, that is, at the end of every meal, the last taste your guests remember. CBS
Ahmed Rahim is the CEO and Co-founder of Numi Organic
Tea. He can be contacted at (510) 534-6864 or by email at customerservice@numitea.com.
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MONT_400_FINALoutlines.indd 1
Job Number: MONT_400
Version: FINAL
11/25/08 9:05:50 AM
File Size: 00” x 00”
Printed At: 000%
2881 N. Speer Blvd. Denver, CO 80211
303.839.1415 www.cohnmarketing.com

ON marketing
Sandra Evans
Click to listen or download this editorial in MP3 format
“80% of success is showing up” - Woody Allen
W hen attending trade shows, sales presentations and any important marketing and sales opportunities…Are you doing all you can to take care of the other 20%?
One of the most common mistakes and missteps that companies make is to not spend adequate time on planning and strategy for their events, conferences and product launches. Often day to day operations take priority and forecasting is overlooked when planning successful trade shows, conference, sales meetings, product launches and sales presentations.
In this three – part series I am going to explore some ways for you to get the most out of your marketing dollars and benefit from your staff or a freelancer or firm if you decide to hire one to aid you with your launch or conference.
Consider that your trade show, advertising, travel and payroll budget for these events and product launches can account for some of your largest expenditures for the year. It makes sense to develop a plan, outline goals for each department and discuss how to best achieve the results from your trade show or product launch spend.
Let’s address these three important questions first:
1. Have You Determined Goals For Members of Your Sales
Team For Your Upcoming Event or Product Launch?
Whether you have a sales team complete with regional divisions or just a two person sales team, you need to decide what your goals are for sales for the conference. While some conferences are key to actually taking sales leads and turning them into actual business opportunities, other conferences are more designed to allow you to network with others in your industry. Sometimes these conferences don’t necessarily lead to direct sales, however both types of conferences are important. Networking is one of the best tools that your sales force can use. Have your sales team contact those prospects with whom they’ve had contact with throughout the year and try to get face to face contact with these individuals before the event, during or after.
Some of your sales staff may be more focused on business to business networking opportunities, while your other sales staff may be busy trying to close deals with large customers. For those new on your sales force, use this event or launch as an opportunity to provide on the job training and have them “man” your booth with one of your more experienced sales staff. And remember that you really have at minimum four core target “customers” and all are equally important:
Distributors and brokers who you need to make part of your team; buyers and retailers who purchase your products from brokers, the media and “experts” who review your products and lastly the
38 Coffee Business Solutions |
Digital Issue 2010 actual consumers who purchase your product from the retailers.
All of these relationships are worth nurturing and the conference or product launch venue is a terrific place to help enhance these relationships.
2. Have You Defined Your Messaging Strategy For The
Conference Attendees or Launch?
Developing the tag lines, communications materials and having this consistent across all of your marketing and advertising materials is very important. This is your brand. Every time your product is mentioned in a news article, that is branding, each time a photo is printed on a blog about your product, this is branding. Make sure that all your materials represent your current branding and are consistent throughout. Determine the key message or talking points around this event and develop your messaging strategy from this. Say you are introducing a new, smaller size and less expensive version of an existing product to reach new customers. Focus your messaging on the new product. This message will be of particular interest to your distributor, broker and retail “customers” because they can use this information to sell more of your product.
Decide who is the most important target audience for this messaging: Distributors, brokers, retailers, other sales channels or direct to the consumer.
Does your photography and sales material communicate the new product’s messaging accurately? Is the packaging done? Will there be samples available in time for the trade show or launch?
3. Have You Defined Your Messaging Strategy For the Media?
And finally make sure that your messaging is consistent when you send information and communications or talk with the media about your product. The media reviews and experts review your product.
Your “storyline” and background information should be ready for the media when they ask for it. It makes sense to hire an expert to craft a good press kit and press release to help tell your product and company story.
If you answered don’t know or no to some of these questions, then you may want to consider adding the help of an outside firm to aid you with keeping goals and timelines on track while you and your team manage the marketing and daily operations of the company.
Another alternative is to assign one person as the “go to” task person but often in-house staff are either too busy or not experienced in all the elements needed to manage a successful conference or product launch: advertising, operations, logistics, media relations, marketing, direct mail and management of personnel. CBS
Sandra Evans is the Principal of & Associates, a full service marketing, design and public relations firm. She can be contacted at sandra@andassociates-ca.com or visit www.andassociates-ca.com.
www.CoffeeBusinessSolutions.com

sales
ON
James Weldon
Click to listen or download this editorial in MP3 format
E ver think that focusing on “out-servicing” the competition is nothing more than a convenient slogan… something that can’t possibly work in a price-oriented market like the one in which you work? reported learning that, no matter where you go, the principles of superior service remain the same. He and his fellow travelers didn’t have to wonder whether their comfort and safety were their guides’ top priority – “the quality of their service said it all”.
As restaurateurs and other foodservice operators increasingly feel the pressure to perform or close their shops, I could not help but think again of some sound advice I came across the last time we went through an economically challenged time.
The same is true for a Foodservice Operator, especially in these challenging times. Providing great service translates into more customers, more repeat business and more referrals. Here’s a simple set of lessons learned from Ken Blanchard’s trip halfway around the world:
My experience then (and since) strongly suggests that by using the following checklist to make certain that your customers are receiving top-quality service, you will build rapport, long-term loyalty and sales.
On a safari to Tanzania, the legendary Ken Blanchard once
1.
Believe in yourself and your product: Gary Clarke, who organized Blanchard’s safari, had been the director of the Topeka
Zoo in Kansas for many years. When he first took over the zoo, he told the telephone operator to identify the zoo as “the world-famous Topeka Zoo,” whenever she answered a call. His reasoning was that you have to believe and act as though you are.
Once you feel like part of a world-class organization (no matter how big or small you actually are), odds are you’ll feel more of a responsibility to uphold your reputation by acting accordingly.
Take pride in your operations and what you sell. Set extremely high standards of conduct and professionalism for yourself and do your best to live up to them. The reason why customers opt to leave can overwhelmingly be traced to their perception of being treated with indifference!
SP-1 For CoFFee is the eaSieSt, MoSt
PowerFul PoS SySteM You’ll ever have
2.
Tailor service to the customer: Since none of your customers is exactly the same, the service you provide to them shouldn’t be either. When Blanchard’s safari guides discovered that the group included three vegetarians, without being asked, they provided them with fresh vegetables, salad and toast instead of meat.
Don’t be content just to know each of your customers’ unique needs – act on your knowledge. Make the extra effort to provide each of them with the kind of treatment that makes them feel like they are special and that their patronage is most appreciated. By communicating with your customers you’ll learn more about their specific needs and how best to satisfy them in a personalized way.
3.
Anticipate needs: Providing truly outstanding service means knowing what your customers want before they do.
“Knowing that we’d be hot and tired at the end of a long day, our guides broke down the campsite every morning after we left at 7:00
AM, then packed everything up, traveled to the next camp and set everything up again in time for our early evening arrival.” Keeping up with changes in your customers’ unique needs minimizes the opportunity for them to defect.
Try to provide solutions to problems that are on the horizon before
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your customers have to worry about them. Use what you know about your customers to provide what they want or need before they ask for it.
4.
Be honest: Above almost anything else, the successful sales professional (and Foodservice Operators are above all sales professionals) needs to be scrupulously honest. One safari member misplaced several hundred dollars. The money was soon returned to her with an apologetic note from one of the guides explaining that he’d ironed the clothes before discovering the money, and that he hoped the customer didn’t mind ironed bills! The guide knew that the money wasn’t worth having a guilty conscience and tarnishing the company’s reputation.
5.
Always be up-front with your customers:
When problems arise, tell your customers as soon as you find out about them and explain what went wrong and how you plan to fix it.
Guard your good name carefully. If prospects have any reason not to trust you, then they have every reason not to buy from you.
6.
Know your business: Only by knowing your customers, their preferences, your offerings and those of your competitors can you expect to meet your customers’ needs effectively.
The safari guides’ first language was Swahili, but they also spoke English fluently and knew every bird, animal and plant in sight. How well do you speak your customers’ language? Knowing the terminology, problems and challenges they feel comfortable with, helps build their trust in you as a caring, customer-focused operator and reliable advisor. Reading (industry publications, company literature, etc.) is an important part of your job, so don’t neglect it. Train your wait staff to keep their listening skills polished. It will pay dividends… and likely increase the check size as well.
7. Practice teamwork: You may not always be around when your customer needs you.
According to Dr. Blanchard, every guide at
Tanzania Guides Limited was cross-trained, so everyone knew everyone else’s job and all were willing and able to jump in if their help was needed. When you know someone is not going to be available for a while, make sure your team members know how to handle your customers’ questions and problems.
One dedicated member of a wait staff can provide great service, but when customers know there is a dedicated team in place to look after them, they won’t easily be tempted to take their business elsewhere.
There are lots of ways to close sales, but only providing superior service will keep your www.CoffeeBusinessSolutions.com
customers coming back. By giving your customers service they can’t find anywhere else, chances are they’ll never go looking. CBS
James Weldon is the Founder and currently CEO of Strategic
Directions Associates (www.stratdir.com) – a Business-Building
Consultancy focused on identifying growth strategies and the tactical plans to cost-effectively implement them. He has also co-authored numerous timely and insightful research reports which can be found on the web site of Corporate Development
Associates (www.cdaresearch.com) – a sister company headed by his partner and long-time collaborator.
Digital Issue 2010
| Coffee Business Solutions 41

ON management
Click to listen or download this editorial in MP3 format
Lisa Matlovich
I n this day of “green” products it can be confusing and difficult to make correct choices. It seems as if everyone is touting their wares as green. To better understand, and encompass, “green” business it is important to also investigate many of the claims by ware advertisers. This educational necessity sadly results from
O
N
The name says it all!
R
-D
IP
.
®
®
©2006 Tomlinson Industries
Tel: 216/587-3400 Ext. 279
Fax: 216/587-6192 www.tomlinsonind.com
World Class, Worldwide the fact that all too often it is buyer beware today as far as “green” products are concerned. Sadly some unscrupulous suppliers have distorted and latched onto the new catch phrases of “green” utilizing it simply as a marketing ploy.
So thus to be truly a “green” business, manufacturers, retailers, and consumers must undertake a full investigation as well as a deep commitment to the environment. This level of commitment requires the business investigate all avenues from manufacturing to storage to shipping. And this even holds true for the specialty coffee and tea retailer.
To better understand being “green” one must first recall the green mantra of “ reduce, reuse and recycle ”. Note the order in which I have stated those and you will better understand where some “green” movements fall short. Being “green” does not just entail having or selling a recyclable product; particularly if that product is so disposable as to not permit any form of reusing it. Although recycling is a great environmental advancement one must first remember recycling takes energy. This is something that many people fail to remember. Simply purchasing wares that are recyclable is not enough to be a fully green company.
Purchasing durable, long lasting goods is firmly the better choice when trying to be “green”.
When planning to manufacture our product we looked at many different materials and came to some startling conclusions. We found that making a durable reusable product could ultimately reduce some of the frivolous use of resources. Producing a product that could be reused over and over again we found was a conscientious use of precious resources. One product, produced in a conscientious way versus the same product made to be disposable/recyclable. Which is the better use of resources??
Further we found that good green products should include the usage of recycled content and ultimately be recyclable at the end of an extended product life span. Is it not better to have a product that you could theoretically reuse 600 times versus another product that, even when recyclable, would require 600 new items? It is pretty obvious that recycling plastic for six hundred uses is more of an energy drain than producing one durable product. In addition, one must also consider the transportation of that recyclable material adds more CO2 into the environment each time the blue box is picked up!
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A good example of a sustainable green product would be perhaps reusable coasters versus paper ones? One reusable plastic coaster is certainly a more judicious use of our resources when compared to dozens upon dozens of disposable paper ones. In addition, cafes can make a little extra money by selling customized reusable coasters rather than disposable plastic ones.
Water bottles are another good example. Consider one stainless steel bottle, with a life span of years, versus hundreds of plastic recyclable bottles. It is pretty clear which requires the least amount of energy.
A further concern, of green conscientious companies, and one that is typically overlooked, is shipping. Shipping long distances is something that hardly anyone ever thinks of--other than just the cost factor of said shipping. It only stands to reason that long distance container shipping pumps more CO2 into our environment than does manufacturing locally. This impact must be considered when looking at the life cycle analysis of utilizing goods that are manufactured locally-or at least nationally.
Choosing manufacturing methods is also a very pivotal point. When we started our company we looked at many current printing methods but quickly dismissed many of these current methods. For example standard pad printing (on the material we produce with) required the usage of a very caustic etching agent and heat. When speaking with many printing equipment suppliers the standard response we heard was ‘ that was the way it has always been done’ . That was not good enough for us. We wanted a method of printing that was safe for the worker, the environment and the end user. We ended up choosing a heat transfer that requires no harsh chemicals utilizing heat equal to that of a hot iron in conjunction with safer inks. There is no odor in our printing and thus there is no danger to the worker or the end user.
Something that was also really important to us was to have a product that had no smell. For one thing odor usually denotes chemical vapors which can be dangerous or at the very least can detract from the fine aroma of coffee! It took a little more research but we were confident that our end product is well worth the extra effort.
Ultimately what these two points clearly set out is that manufacturers and retailers can, and should, make conscientious choices about their manufacturing methodologies. Simply stating that this or that is the way it is usually done is just not good enough in this day and age. Manufacturers and retailers have an obligation to investigate the safest and best methodologies that have the least impact on the environment, the worker and ultimately the consumer.
Otherwise they are not moving into the new “green” age of doing business.The choice and the responsibility is ultimately up to you! CBS
Lisa Matlovich is the CEO and founder of Cup-A-Round. She can be contacted by phone at 519-541-9132, or by emailing at
Lisa_Matlovich@cuparound.com, or visit www.cuparound.com.
www.CoffeeBusinessSolutions.com
Digital Issue 2010
| Coffee Business Solutions 43

ON management
Lorenzo Gonzales
Click to listen or download this editorial in MP3 format
M any coffee business entrepreneurs are asking themselves and their consultants the same question… “Should I start my new coffee business with a franchise corporation or work with a coffee business design and development company?”
Coffee entrepreneurs in the process of business planning and creating the foundation of their new coffee business are often faced with this question. Working with a franchise, business owners are awarded brand recognition, a brand specific menu and detailed training. At the same time they face significantly higher start up and operating costs due to large initial investment requirements and continuous franchise royalties and fees. Coffee franchises typically grant their franchisees use of the franchise name, trademark, operating systems, training procedures and marketing programs. In addition to the support a franchise will offer new business owners, there are also limitations such as product use, pricing requirements, equipment guidelines and corporate service contracts that must be adhered to. In addition to these limitations, there may be individual franchise inspections, branding upgrades and other franchise competition which can lead to additional operating expenses.
For ambitious coffee business entrepreneurs who would like more freedom, control, and self-direction there are several coffee business design and development companies; many of which specialize in location selection, conceptual design including branding, layouts, menus, logos, coffee business training, coffee business fabrication and project management.
These companies work with business owners to create a unified vision for their business. Design and development companies will assist entrepreneurs in deciding what type of coffee business is right for the business owner… a coffee shop or a coffee cart. Decisions are made based on the business owner’s location, investment, and business goals. Design and development companies have highly experienced consultants and project managers that will assist new business owners in completing business plans that define a strategic path. Business consultants will work with the new business owners in branding a concept around the new business. Branding includes designing
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Digital Issue 2010 www.CoffeeBusinessSolutions.com
a logo, a menu, advertising strategies, building materials and every aspect of the business that is going to make for a unique coffee business. Specialized location selection and negotiation consultants will work with new business owners to locate and evaluate potential locations. In some cases, consultants can assist in lease negotiation and occupancy guidelines.
Working with a design and development company, new business owners begin to work with a project manager after a location is secured. A project manager will assist the business owner in creating several conceptual layouts and designs based on the space and the business concept. The project manager is crucial in this process because the layouts and design are a direct correlation with the project’s construction and operation budget. Once a layout, design, and budget are agreed upon the project manager will work hand and hand with an architect. The architect and project manager work together in order to create and design an accurate set of plans specifically to obtain local municipality approval as well as finding a general contractor for the build. The project manager is the key contact between the general contractor, the business owner, and all other personnel.
The project manager will correspond with the general contractor in regards to orders, time line, budgeting, as well as millwork and equipment installation.
Different design and development companies offer different services. Companies that offer millwork and equipment manufacturing and distribution typically have an advantage.
Companies that have a fabrication division are able to ensure that the process is accurately executed from start to finish, ensuring a smooth process. Using a company with fabrication division can help eliminate common problems such equipment fitting, counter top height compliance, POS accessibility along with overall espresso bar functionality.
Once the new business construction is complete, the equipment is installed, and the final health and building department approvals are obtained, the business is ready for grand opening.
The entire three to six month process of planning, locating, building and branding the new business is in preparation for the first day of business. In preparation for the grand opening the consulting team from the design and development company guides the business owner through many aspects of operating a new coffee business, from creating a menu, finding a location, creating recipes, hiring a team, selecting a POS system. The top design and development companies will assist you in Grand
Opening Management. The business consultant may work alongside the new owner for their grand opening, assuring minimal problems while providing the business owner and managers guidance for the future. Having an experienced consultant on site in the beginning will make certain the new business makes a great first impression, laying the foundation for a steady, consistent, and loyal customer base for many years to come. CBS
Lorenzo Gonzales is the Senior Project Director with
Advanced Fabrication. He can be contacted at 866-512-6747, or by email at Lorenzo@Advanced-Fabrication.com, or visit www.CoffeeBusinessSolutions.com
At Kanet Marketing & Advertising we recognize that in advertising, just as in life, one size doesn’t fit all. Whether a business is small but growing or already large and robust, we provide custom-made solutions tailored to fit its marketing needs.
If your business would benefit from an ad agency that sees your big picture, and attends to the small details, give us a call.
430 Reading Road, Suite 100
Cincinnati, Ohio 45202
513.241.2874 • www.kanetadvertising.com
ckanet@kanetadvertising.com
Digital Issue 2010
| Coffee Business Solutions 45

sales
ON
Barry Boehme
Click to listen or download this editorial in MP3 format
I f you are not participating in the growth and profit opportunities that the smoothie segment offers, you are missing the boat! Smoothie sales have soared from $1 billion in 2001 to over $2 billion today. And, growth expectations project that the away-from-home smoothie segment will become a $3.8 billion beverage segment in three to five years 1 . These frozen wonders didn’t just burst onto the scene; they’ve slowly earned their popularity over time with steady, above- average category growth and profitability, and you can be sure that this is no fad.
Smoothies are here to stay, and the evidence supports it.
Smoothies are a versatile beverage appropriate for a wide range of usage occasions which is why they are popular with consumers of all ages and demographic groups. Men, women, teenagers, athletes and non-athletes consume smoothies for their nutritional, ‘on-the-go’ and convenience attributes, and many people with time-crunched lives find smoothies to be the perfect solution for a quick meal, snack or an after workout replenishment. Whether its fruit, chocolate or coffee, the flavors and flavor combinations are inexhaustible, and if consumers are looking to add some vitamins and protein to their diets smoothies are a natural choice.
The timing of smoothie popularity also makes sense given increased attention and efforts to address the obesity crisis in the United States, and a more intense focus on healthy eating.
Real-fruit smoothies can be made with low-fat or no-fat mixes that can offer a truly nutritious food and beverage option – and one that’s tasty too!
Smoothies are clearly securing a spot as a staple in the
American diet and research indicates there’s a lot of untapped
Environmentally
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46 Coffee Business Solutions |
Digital Issue 2010 potential out there. In a recent survey 2 , nearly 45% of the respondents claimed that they had consumed a smoothie in the last six months, and 24% said that they consume one or more a week. Making smoothies more available to these consumers would clearly create even more consumption. Specifically, when asked if they would consume more smoothies if they were more available to purchase outside of the home, one third of respondents said they would. And, this would be mostly incremental since one third of the respondents indicated that
“adding smoothies to the menu would increase the number of times that I visit the restaurant during the day” while one quarter said, “adding smoothies to the menu would change the time of day that I visit the restaurant (I would visit the restaurant earlier or later than I usually would).” With consumers willing to pay $3.00 or more for a smoothie, these results demonstrate a compelling case for incremental sales potential.
As a foodservice operator there may be reservations about committing to a smoothie program due to potential concerns about the time and money required to incorporate one. Contrary to what most might expect, ramp up requires surprisingly little.
Ultimately, all that is needed is the right blender to meet the needs of your establishment (if one is not already in place), and a relatively small amount of counter and storage space for product. Blend in some point-of-sale and marketing materials, and the proper training, and the operation is pretty much up and running, and profitable.
As a result of the business opportunities and increasing success realized over the years within the smoothie segment, competition has intensified and is still on the rise. Accordingly, like in most growing categories, the need to be innovative and continuously diversify and develop new products has become imperative. A wider range of options and choices will continue to help grow the segment by increasing current consumer usage, especially away-from-home sales, while also attracting new consumers. Recognizing this and delivering a top-quality smoothie program that meets your customer’s needs for taste, nutrition and convenience, is a formula for success. A quality smoothie program can be incorporated into a business with relative ease and can quickly deliver growth and profitability.
Don’t miss the boat! CBS
1 Mintel International, 2007
2 Island Oasis Research: Online survey of 1133 participants,
April 2008
Barry Boehme is the Vice President of Marketing of Island
Oasis. He can be contacted at 508-553-3426, or by email at bboehme@islandoasis.com, or visit www.islandoasis.com.
www.CoffeeBusinessSolutions.com


ON management
Click to listen or download this editorial in MP3 format
Lorrie McCullaugh
A s a trainer, my time is mainly spent teaching others about the majesty of coffee. I try to impart my love of the life of a coffee bean on the baristas and new shop owners that I spend my days teaching. At the end of our five days together, days spent learning how and when to adjust the grind, the intricacies of a perfect espresso shot, milk steaming and the techniques for pouring a beautiful rosetta, business planning and strategy, and successful implementation of a whole bean program, I send them back out into the world to succeed, my heart swelling with pride, and a small amount of jealousy.
My life as a trainer does not afford me many opportunities to work behind an espresso bar. I love training a new generation of coffee shop owners and professional baristas, but at times the desire to be behind a bar calls to me. I sometimes miss the day to day challenges of pulling shot after shot, steaming perfect milk, and flourishing the top of a drink with my latest latte art design. Once a barista, always a barista, some would say.
That is why I jumped at the chance to fill in for a friend at her chocolate and coffee shop. Having fallen on hard economic times, my friend was forced to let some of her staff go, and saw this as an opportunity to bring the trainer back into her shop, if only for a temporary position. She, as I am sure many others, has seen a steady decline in her customer count. Customers that used to come daily for their morning mocha have been coming less frequently. Consummate latte drinkers have switched to brewed coffee. People are beginning to cut the affordable luxuries from their lives in an effort to cut back, especially as it is the holiday season. She wondered what could be done?
I thought back to her opening. In the weeks before the stores official opening, she had decided to hire barista trainers to come to her shop and spend a few days with her original staff.
We worked relentlessly, and at the end of our time together, her staff was working efficiently and effectively. They had not spent enough time yet as baristas to have the level of profound respect for the coffees as the most dedicated of the world’s professional baristas, but were well on their way.
They understood the importance of minimizing waste, not only out of respect for the thousands of hours of labor that went into the finished product, but also for the shop’s bottom line. Most importantly, they understood that taking the time to craft a high quality drink was the shop’s main source of differentiation, and thus it’s key to customer retention.
As I’ve spent time behind her bar, I’ve worked to instill this ethic in a new generation of baristas in her shop. I’ve shown that as we tighten our collective belt, it is even more important that our little luxuries are of
the highest quality. When we do go out for our now once-weekly latte, the disappointment of just one not-so-good drink is enough to send us forever from her proverbial door.
As consumers, we continue to head into an uncertain future. As baristas, quality focused coffee shop owners, and industry professionals, we face pressure from the other segments of the coffee market. Perhaps the deli across the street has started to offer dollar cups of drip. Perhaps a coffee shop near you is using coupons, discounts or some other gimmick to get bodies into the door. The certainty we face is that a cheap cup of coffee may get one of your regular customers into another shop, but the quality of your drinks will bring those regulars right back.
Investing in training is one of the most important decisions that a coffee shop owner faces. The quality of training that you provide your staff is as important as the espresso machine and grinders that you buy, as the décor you choose, as the ambiance that your shop portrays. A highly trained, efficient and courteous staff is a key to greater customer loyalty and retention. When a staff is knowledgeable and passionate it shows, and it encourages your regular customer base to demand excellence. It encourages them to take the time to know why your coffee always tastes better than someone else’s. And most importantly, it encourages them to keep coming back. CBS
Lorrie McCullaugh is the Head Trainer at the Seattle Barista
Academy. She can be contacted at lorrie.mccullaugh@gmail.com, or by visiting www.seattlebaristaacademy.com.
48 Coffee Business Solutions |
Digital Issue 2010 www.CoffeeBusinessSolutions.com
8 oz
10 oz
12 oz
16 oz
20 oz
24 oz

ON management
Rickey Schwed
Click to listen or download this editorial in MP3 format
O nce upon a time, if you wanted whipped cream you had to beat heavy cream and sugar by hand until it reached the desired consistency. Since then, there have been many innovations in the field of whipped cream production. As with all fairy tales, there is much more to the story that needs to be told. In order to know the whole story one needs to shed light on the various options available.
1. The Aerosol Can
This is obviously the most convenient method of serving whipped cream, as all you need to do is open the cap and dispense. However, in a commercial application, this is probably the most wasteful method. A facility that utilizes aerosol cans most likely deposits the empty can in a trash receptacle.
Inevitably, millions of aerosol cans end up in our landfills annually. In addition, an aerosol can of whipped cream can be purchased anywhere, so when ordering a gourmet product, is that really the topping of choice?
2. Bags of Non Dairy Topping
These bags are pre-filled, offering the user convenience. However, once the product has been dispensed, the bags are be flavored and colored for a truly unique end product. While these disposable chargers may be recycled, the reality of the situation is that many of these chargers are simply thrown away. Using a bulk gas delivery system is an environmentally friendly alternative to discarding disposable chargers. It is also much more cost effective to buy your food grade n2o in a cylinder. In addition, food grade gas cylinders can be refilled, so that there is nothing thrown away.
usually discarded in the trash. But the environmental issue aside, the question remains; can this product really be considered “whipped cream”? Although I do sympathize with those that are lactose intolerant, or choose to not eat dairy for whatever reason, but there has to be a more natural alternative.
In addition, a bag also requires two hands to dispense, which can get a little messy at times.
4. Stationary Whipped Cream Dispensers
Stationary whipped cream dispensers are probably the most cost effective method of making your own gourmet whipped cream. A stainless steel container can be purchased in a variety of sizes depending on the volume of your facility, and are optimal for facilities using a case of aerosol cans or more a week. These dispensers are charged using a bulk gas
delivery system, and have the highest yield in the industry, so you are saving money on both the gas as well as the cream product. A stationary whipped cream dispenser typically yields up to 6 quarts of whipped cream for every quart of cream product used. In addition to the savings, there are a number of features that make this type of product most advantageous. The cream is dispensed through a flexible hose, which allows for operational efficiency in high volume locations. In addition, a spring trigger allows for flow control, a feature unique to this type of product. Stationary whipped cream dispensers are
100% self recycling resulting in no waste, and therefore has a tremendously positive environmental impact.
3. Hand Held Whipped Cream Dispensers
There are many manufacturers that provide the convenience of a portable hand held whipped cream dispenser. These dispensers are charged with food grade n2o that can be delivered in one of two ways. The traditional method requires the operator to screw a cartridge containing a disposable food grade n2o charger onto the hand held dispenser each time the product is made. An alternative method uses a bulk gas delivery system, so that an adapter is screwed onto the hand held whipped cream dispenser, where it remains for the life of the unit. A cylinder of food grade n2o supplies the gas via a quick connect hose that snaps onto the adapter to charge the dispenser. In both of these scenarios, the operator must first premix a cream product and fill the dispenser prior to charging it, allowing for a gourmet whipped cream that can
Understanding the different options available will better help you select the right product for your store. When selecting your method, consider the public appreciation for a coffee shop that produces a consistently delicious product, as well as one that concerns itself with the impact it has on the environment.
In summary, not only do you need to think about providing quality products for your customers, but showing that you are socially responsible can have many benefits to the public perception of your business. CBS
Rickey Schwed is Director of Sales and Marketing at
Gruenewald Manufacturing Company. She can be reached at
978-777-0200 ext.45, or email rickeyschwed@whipcream.com, or visit www.whipcream.com.
50 Coffee Business Solutions |
Digital Issue 2010 www.CoffeeBusinessSolutions.com
The new EXUBERApro system eliminates throw-away bottles, but keeps the quality drinking water and even the revenue. Find out more at www.exuberapro.com
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Chilled Still,
Chilled Sparkling or Ambient Still

sales
ON
Larry O’Connor
Click to listen or download this editorial in MP3 format
A lthough vice presidents, engineers, military personnel and scholars all claim to have “invented the internet,” no one can claim to have foreseen what happened during the
“DotCom” boom of the 90s. The internet grew from an exotic data exchange tool to an every person’s e-Commerce tool. Few people reading this today can say they’ve never purchased an item on Amazon.com, Ebay or perhaps ITunes.
Restaurants began making forays into the online marketplace starting with traditional delivery organizations like pizza places. A number of early web providers used a browser based interface to capture the order and send a fax to the site that was requested to deliver the product to the happy stay-at-home customer. More modern web based tools are now capable of communicating the customer web order directly to your in house point-of-sale system.
Despite the rapid evolution into this business discipline as a growth model, coffee shops remain largely oblivious or immune to this new opportunity. This article is intended to suggest that the time is in fact more than ripe for the coffee retailer to consider the online model for business growth.
Who Uses Online Ordering
In commodity retailing (shirts, shoes, CDs, etc.) the user base of web ordering tools is extremely broad with a tendency toward young users. In foodservice, by contrast, it is still relatively uncommon for a home-for-the-evening family to order via the web. How many people reading this article know from easy memory the phone number of your favorite local pizza place?
Rather, the short term gold in the web ordering market for coffee retailers is in the business and youth communities. If your location is in a downtown business district, there can be no more important goal than for your web site to be one of the receptionist’s “favorites” in his/her web browser.
When managements asks for coffee break, refreshments, or lunch foods to be delivered at 11 a.m., your web site being just a click away is a huge win. For example, mature web to
POS ordering can facilitate an order placed on Tuesday for
Thursday fulfillment, or at 8:20AM for 11:15 a.m. pickup. At the appropriate time, production monitors, cup labels, and/or kitchen prep tickets will automatically occur.
The youth market (college towns, etc.) is just as adroit at using a browser as a phone, and it is common for groups of friends to get together to order.
Why Accept Web Orders?
Reasons to accept orders are many:
52 Coffee Business Solutions |
Digital Issue 2010
1. Web orders are typically prepaid and represent extra income at little or no monetary risk to the coffee retailer. Since payment is received with order, “pranking the system” is unlikely.
2. Web orders tend to be larger than walk in orders. Groups of friends or work associates prefer to place the order ahead of time via a web interface rather than wait in line for large orders.
3. Orders can be placed hours, days, or even weeks in advance and will trigger print to your barista and prep stations automatically at the appropriate time. Since the ticket prints the pickup/delivery time and you determine how far in advance to print the ticket, you can stage the order based on what items can be assembled in advance and which maintain highest quality when produced at the last minute.
4. Do you sell whole bean coffee, t-shirts, and other retail items? Why not run “web specials” on these items (as well as holiday gift cards) for everyone logging in to order coffee and pastries? Web specials are as good as a sign on the front counter advertising your focus items.
5. Modern web sites are made to very precisely replicate your in store motif by using your color schemes, your graphics, and your menu board designs. Web customers literally experience the atmosphere of your shop while preparing to experience the flavors of your products.
6. Your web site is a broad based communication platform.
People logging onto your home page to order items via the web can be informed about the musical event, poetry reading, charitable endeavors, and other significant news important to how you position your shop in the local community.
7. How often do your call in orders come in the early morning
PRECISELY when the AM rush is at its peak? Who gets priority, the customer waiting patiently in line, or the call in customer who hangs up when the answering message begins. With a web order interface, the customer is ALWAYS accommodated.
In a well run operation, there is little to no downside to adding customer web ordering to your coffee business. While harvesting orders that aren’t going to your competitors, you are cultivating loyal, repeat customers, by providing yet another way to choose YOUR shop as their order location of choice. CBS
Larry O’Connor is the President of Vital Link POS. He can be contacted by phone at 877-448-5300, or by email at
OConnor@VitalLinkPOS.com, or visit www.VitalLinkPOS.com.
www.CoffeeBusinessSolutions.com

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54 Coffee Business Solutions |
Digital Issue 2010
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Digital Issue 2010
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60 Coffee Business Solutions |
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