• Friday Saturday Sunday
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    4/14/13 – LA VOLATILIDAD DE LOS PRECIOS, sus Causas, Efectos y como Defendernos



    • Location: 254A
    • Price: N/A
    • Target Audience:
    • Spanish Translation: no
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    • Time(s) on 4/14/13:
      • 10:30AM – 11:45AM 
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    • ONLY OFFERED IN SPANISH

      En los últimos años, las materias primas han sido expuestas a la nueva realidad de las volatilidades de los precios a nivel mundial. Los precios del café no han sido inmunes a esta nueva realidad y sus participantes han sufrido por la incertidumbre de este nuevo paradigma y expuestos a los nuevos riesgos. Esta presentación pondrá en perspectiva la situación del mercado, no solamente por el lado de la demanda y oferta pero también por el lado de las nuevas influencias Macro económicas que afectan a los precios. En la presentación se identificaran las fuerzas que actúan en los precios y los instrumentos e ideas para reducir estos riesgos.
    • Presenter 1: Albert Scalla, Executive Vice President, INTL FCStone
      Albert cuenta con una amplia experiencia en las operaciones de contratos de Futuros, Opciones y Productos Estructurados sobre las materias primas que operan de los mercados bursátiles internacionales. Albert se unió al Grupo Hencorp, y posteriormente INTL FCStone hace más de 21 años donde ha sido un pilar muy importante para la empresa en el desarrollo de los programas de Manejo de Riesgo para los operadores del Café, Cacao y Aceite de Palma; desde el productor hasta los consumidores finales. Graduado en Finanzas de la Universidad Internacional de la Florida, EE.UU. Presidente de la Asociación de Cafés de la Costa del Pacifico (PCCA) (Pacific Coast Coffee Association).
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    4/14/13 – Why Specialty Needs Robusta



    • Location: 251
    • Price: N/A
    • Target Audience:
    • Spanish Translation: Yes
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    • Time(s) on 4/14/13:
      • 10:30AM – 11:45AM 
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    • Can Robusta save specialty coffee from extinction? Leave your punch lines and prejudices at the door because this session will debunk the myths and half-truths that have stigmatized Robusta as a second rate coffee. Learn how the creation of a new market in the emerging category of Fine Robusta and the Coffee Quality Institute’s R Coffee system are offering new sources of income to improve food security in coffee farming communities and how Robusta’s genetic advantages may offer the best hope to protect the future of specialty coffee.
    • Presenter 1: Andrew Hetzel, Consultant, CafeMakers
      Andrew Hetzel is the founder of CafeMakers, a consulting firm based in Hawaii that provides guidance and quality improvement services for coffee producers and roasters. Since 2001 his work has served a diverse range of clientele, including in East Africa and emerging markets of Asia, India and Russia. Mr. Hetzel is an instructor and consultant for CQI and member of the SCAA professional development committee. His quotes have appeared in media including the New York Times, Time Magazine, CNN, Associated Press, BusinessWeek and Fortune Magazine; his work was profiled by the James Beard Foundation in 2009. From 2008-2012, Mr. Hetzel served as a board member of the World Barista Championship.
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    4/14/13 – Coffee Life in Japan



    • Location: 252B
    • Price: N/A
    • Target Audience:
    • Spanish Translation: no
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    • Time(s) on 4/14/13:
      • 10:30AM – 11:45AM 
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    • Merry White traces Japan’s vibrant café society over one hundred and thirty years from Japan’s coffee craze at the turn of the nineteenth to twentieth century, when Japan helped to launch the Brazilian coffee industry, to the present day, as Japanese ways with coffee – standards, techniques and equipment – surface in Europe and America. Merry White’s book takes up themes as diverse as gender, privacy, perfectionism and urbanism. Coffee and coffee spaces are central to the formation of Japanese notions about the uses of public space, social change, modernity and pleasure. White describes how the café in Japan, from its start in 1888, has been a place to encounter new ideas and experiments in thought, behavior, sexuality, dress and taste. It is where a person can be socially, artistically, or philosophically engaged or politically vocal. It is also, importantly, an urban oasis, where one can be private in public. Above all, it is a place to develop one’s taste as one savors the “kodawari” (reach towards perfection) of the coffee “master.” It’s not all green tea.
    • Presenter 1: Merry White, Professor of Anthropology, Boston University
      Merry White is Professor of Anthropology at Boston University specializing in Japan and food studies. She is the author of the new book, Coffee Life in Japan. Her research covers the history of the coffee industry in Japan and the social history of cafes, from the first cafe in 1888 to today’s diverse and local kissaten (coffeehouses).
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    4/14/13 – Emerging Markets: Korea — Does Specialty Coffee Have a Significant Future in Korea? Does Specialty Coffee have a signifi



    • Location: 253C
    • Price: N/A
    • Target Audience:
    • Spanish Translation: no
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    • Time(s) on 4/14/13:
      • 10:30AM – 11:45AM 
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    • Korea is a market that finds itself becoming obsessed with its phases: Instant Coffee, Ready to Drink and now Coffee Shops. Korea now has more certified Q Graders than any other country, or even continent, but consumer population is flooded with cheap, heavily marketed, non-specialty products. Will education of coffee professionals change decades of ingrained consumer culture driven by large companies, and a history of low grade coffees? Led by a panel of experts, including 2013 WCE chair Carl Sara, and Korean coffee writer Kyonghee Shin.

    • Presenter 1: Jun-Ho Choi, CAFFE BENE
      Jun-ho Choi is the head of the coffee division at Caffe Bene. He is responsible for green bean selection, barista training, and quality control for Caffe Bene roasted coffee production. He is a licensed Q Grader obtained in Arkansas, United States in 2009.
    • Presenter 2: Kyonghee Shin Coffee Writer
      Kyonghee Shin is a freelance coffee writer living in California, originally from Korea. She covers specialty coffee culture and cafes around the world for Korean coffee magazines including Coffee T&I and Coffee Look. She is a licensed Q-grader, and is the apprentice roaster for Wrecking Ball Coffee Roasters.
    • Presenter 3: BK Kim, Specialty Coffee Buyer, Coffee Libre
      BK Kim is the specialty coffee buyer, roaster, and managing director of Coffee Libre. Coffee Libre is a coffee roaster in Seoul, Korea. Pioneer of Specialty coffee Industry of Korea. Travel 6 months per year for best green coffee. Also for coffee events like Nordic Barista Cup, SCAA Exposition, CoE as an international judge. 2013 WBC Korea national judge as well. And BK Kim can control every single part of coffee chain just after farmer. Still love Lucha Libre.
    • Presenter 4: Youngmin Lee, CEO/Coffee Consultant, CBSC International
      2004 Established CBSC in Korea; 2005 Set up "Korea Barista Certification" level 2 by Korea Coffee Education Society; 2006 Winner of Tea & Coffee Worldcup Barista Championship in Shanghai; 2008 Winner of Coffee Fest Latte Art Championship in Hongkong; 2011 Established CBSC Roasting Factory in Korea 2008-now Korea National Barista Championship Operator & Trainer; 2010-now Head Editor of "coffee t&i Korea" magazine Published Books: 2002 “Coffee Training” in Korea 2004; “Best Coffee 77” in Korea, Chinese version; 2007 “Latte Art” in Korea, English & German version
    • Moderator: Carl Sara Managing Director Crafted Coffee Company Ltd

      Carl lives in Christchurch, New Zealand, and owns Crafted Coffee Company (Retail and Wholesale) and MTC New Zealand (Green Importer). Carl serves as Chair of World Coffee Events (WCE) and Vice-Chair of New Zealand Specialty Coffee Association (NZSCA). Carl has won the New Zealand Barista Championships 4 times. Through coffee Carl has travelled extensively in both consuming and producing countries. He has a particular interest in understanding the ways in which the different markets evolve as they develop and the ways in which specialty coffee can best thrive under a myriad of different variables and dynamics.
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    4/14/13 – Packaging, Presenting, and Protecting Coffee Flavor



    • Location: 254B
    • Price: N/A
    • Target Audience:
    • Spanish Translation: no
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    • Time(s) on 4/14/13:
      • 10:30AM – 11:45AM 
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    • This lecture will discuss how to use packaging to protect coffee flavor and present your product to your customers. We will review the types of packaging available and details on the most prevalent type (the flexible coffee bag with one-way degassing valve), sustainable packaging options, and popular sizes and styles. Different materials will be discussed specifically, including flexible bag compositions and why that particular material is used. We will also include a summary of the studies available on protecting coffee flavor with packaging. Finally, equipment options for a range of roaster sizes will also be discussed.
    • Presenter 1: William Walters, Vice President of Technical, Pacific Bag, Inc.
      William J. Walters is Vice President Technical for PBi Pacific Bag, Inc in Woodinville, WA. He holds a B.S. in Mechanical Engineering from The Pennsylvania State University and has worked 24 years as a packaging engineer in product development and quality control. Through his work at Fres-co System USA, Honeywell, Avery Dennison, and PBi as well as studies at Michigan State University and Clemson University, he has gained a wide range of knowledge in flexible packaging. His focus has been in developing barrier packaging and one-way degassing valves for the specialty coffee market.
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    4/14/13 – Coffee Certifications Viewpoints: Farmers and Inspectors



    • Location: 252A
    • Price: N/A
    • Target Audience:
    • Spanish Translation: Yes
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    • Time(s) on 4/14/13:
      • 10:30AM – 11:45AM 
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    • Please Note: Interpretation headsets are needed for English speakers.

      This unique panel brings together three small farmer co-ops and three actual field inspectors from some of the most popular certifications: FLO-Cert/Fairtrade International, Rainforest Alliance, and UTZ Certified. Roasters and consumers recognize the virtues of these certified coffees; however, we look at the grassroots level—the actual certification process at the farm and cooperative. These certifications require hard work and are not cheap. An investment in a certification does not guarantee a buyer for the coffee. Co-ops can lose their certifications. Learn about the challenges of producing certified coffees direct from the farmers and inspectors.
    • Presenter 1: Nelson Guerra, Productor, COPROCAEL
      en los ultimos ultimos 12 años e estado al frent la la cooperativa coprocael como productor y gerente en la cual emos trabajdo en un modelo de desaroyo basado en le cafe difernsiado especialmete por cafe certificado
    • Presenter 2: Gerardo Alberto De Leon, Marketing Manager, Fedecocagua
      Born in Guatemala on May 26, 1962. Since 1981 has been the Marketing Manager of Fedecocagua, since 2001 Director of Asociacion Nacional del Café -ANACAFE. He has represented FEDECOCAGUA in different campaigns such as: Fairtrade Forum, Campaign Le Commerce Equitable, Oxfam Campaign, Saint André Notre Dame, Comercio Justo, CCC, 4C. He had several other positions, such as: Exportation Coffee Assistant – Conventional & FT (1984-1986), Exportation Bee Honey Assistant – FT (1981-1984), and worked for different Companies: Cargill Coffee, Trading Desk in Guatemala (1989–1990), Unilever Group/ P.T. Demeire, General Manager / Operations Manager in Guatemala (1990–1994), ITC Global Holding (British Tobacco), “Coffee Trading” in London, England (1995).
    • Presenter 3: Gerardo Medina, Ingeniero, Rainforest Alliance
      Gerardo Medina, Ingeniero con estudios de Maestria en Agricultura Sustentable, desde 1992 está vinculado al sector cafetalero, asesorando a pequeñas fincas de café, en la implementación de buenas prácticas sostenibles y organizándolas para acceder a mercados diferenciados por certificación; desde 1996, en América Latina, ha inspeccionado más de 3,000 mil fincas de café orgánico, para diferentes empresas certificadoras. Desde abril 2005 trabaja con Rainforest Alliance, y ha posicionado a Perú como el principal origen de café certificado bajo las Normas de la Red de Agricultura Sostenible, que tienen como objetivo integrar a una agricultura productiva, con la conservación de la biodiversidad y el desarrollo humano.
    • Presenter 4: Dioni Suarez Yurivilca, Licenciada En Administracion, Asociacion De Productores Agrarios Agro Cafe
      LICENCIADA EN ADMINISTRACION DE EMPRESAS. SRTA. DIONI SUAREZ YURIVILCA. TRABAJO COMO GERENTE GENERAL EN AGRO CAFE HACE MAS DE 7 AÑOS LA CUAL EMPEZAMOS CON 25 PRODUCTORES Y EN LA ACTUALIDAD CONTAMOS CON 85 PRODUCTORES ORGANICOS SOSTEBNIBLES Y DE COMERCIO JUSTO.
    • Presenter 5: Leonardo Sánchez Hernández, Ingeniero Agrícola, ACERES Consultores
      Ingeniero Agrícola de la Universidad de Costa Rica. Graduado con distinción del programa de Alta Dirección del INCAE Business School. Además es un auditor interno certificado de ISO en calidad y ambiente Desde 1999 ha trabajado en la evaluación, implementación, capacitación y monitoreo de programas de certificación en buenas prácticas agrícolas para café, cacao, banano, miel y sandía entre otras, para programas como GLOBAL GAP, UTZ Certified, Fair Trade, C.A.F.E Practices, Rainforest Alliance, Orgánico y FT USA. Miembro del Comité de Estándares de UTZ Certified. Especializado en el tratamiento de desechos para café y la generación de biogás para la producción de energías limpias (Proyectos en biomasa)
    • Presenter 6: Cesar Portillo, Ingeniero Agronomo, Mayacert
      Inspector para sistemas de Certificación Orgánicos y sostenibles con 15 años de experiencia en el ramo, actualmente Gerente de Mayacert para la región de Honduras-Nicaragua- Costa Rica, radicado en la república de Honduras en la ciudad de Siguatepeque, Departamento de Comayagua.
    • Moderator: Warren E Armstrong, General Manager, Asociacion Aldea Global Jinotega

      Warren E. Armstrong has worked in coffee for 32 years, including 25 years as a coffee farmer in Nicaragua. In 1981, he started as a Peace Corps volunteer working with two Cooperatives: Cerroazul and Pilangosta in Guanacaste, Costa Rica. Since 2000, Warren is the general manager for Asociación “Aldea Global” Jinotega, a small farmer association in Northern Nicaragua. In 2001/2002, Aldea Global entered the specialty coffee market with two members taking first place in Nicaragua’s first Cup of Excellence competition. Today, this Association exports: Specialty SHB/EP, Fair Trade, Organic and Rainforest coffees; tropical root crops, as well as promotes gender equality via economic alternatives and education, benefiting 1,424 members.
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    4/14/13 – Staying Relevant in Retail Specialty Coffee-Fresh Blueprint to Menu and Experiential Retail Branding



    • Location: 253B
    • Price: N/A
    • Target Audience:
    • Spanish Translation: no
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    • Time(s) on 4/14/13:
      • 10:30AM – 11:45AM 
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    • Whether you have one or one hundred coffee houses and/or drive-thrus, it is critical to evolve and adapt to a maturing and demanding customer marketplace. This new SCAA seminar is grounded in key trend insights from industry publication editors, natioinal consultants and successful independent and chain owners. This seminar reveals the top 20 menu and marketing trends that assure a profitable and sustainable business.
    • Presenter 1: Lon LaFlamme, Director of Marketing, Dillanos Coffee Roasters
      Branding and retail specialty coffee expert Lon LaFlamme is Director of Marketing for Dillanos Coffee Roasters. Lon has over 20 years of hands-on experience in serving the marketing and business development needs of Starbucks, Seattle’s Best Coffee, Torrefazione Italia as well as independent and chain retail coffee businesses from coast to coast. This author of business books and seven fiction novels was Chief Executive Officer of Publicis/Seattle, one of the largest marketing communications companies in the western U.S. Lon has received numerous national advertising and public relations awards. He also served as marketing professor at the nation’s largest private university.