ConneCting with

the Consumer

Peter Giuliano

n coffee, everything that we do leads up to one single, important moment: when someone drinks a cup of coffee. This is the moment that we all work towardsits when the flavors we seek to reveal are appreciated, savored and celebrated. The economic activity that occurs in anticipation of this moment is what drives every aspect of our industry, and allows us to build a thriving, sustainable specialty coffee trade.

This is also one of the great things about coffee. We dont think of the drinkers of specialty coffee as apathetic, anonymous consumers. We think of them as integral parts of the coffee chain, as collaborators in the task of creating and appreciating great coffee, as individuals with individual desires and tastes. As a community, weve developed a culture of engagement with the consumer, inviting every coffee drinker into the story that is specialty coffee. I discovered this when, at 18, I got my first job as a barista. I quickly learned that not only were people eager to receive their coffee, they were eager to learn about it and understand the experience of drinking it. My job wasnt just to take their money and hand them their beverage. My job was also to tell stories about the Italian coffee menuwhere the cappuccino came from or the meaning of macchiatoand to remind people that their cup of java might be from the island of Java itself, or nearby Sumatra, or far-away Ethiopia. I learned to guide consumers through the flavor experiences that they might expect from Specialty Coffeethe sweetness of a well-crafted Bourbon from El Salvador, the jasmine and lemon of a magnificent Yirgacheffe. This moment of interaction between barista and consumer was the key to giving specialty coffee meaning to these consumers. This meaning, when joined with quality, is a huge part of what makes specialty coffee so valuable, and what drives consumers to use their dollars to fuel our industry. Three years ago, when the volunteers and board were crafting the SCAAs strategy for connecting with the consumer, we realized the vital role our coffee professionals play, especially baristas, the sommeliers of our craft. Every day, thousands of baristas prepare coffee beverages, sell coffee beans, and educate and illuminate coffee consumers about the specialness of the coffee they consume. In recognition of this, we adopted a strategy of focusing on the barista as the point of contact with the consumer. Its important to remember that a baristas job is not only behind the counter. Baristas are coffee educators, coffee retailers, and coffee evangelists. I still consider myself a barista first and always; its the skill I have that allows me to reveal a coffees quality, and communicate its story to whoever will consume it. Through this recognition of the coffee drinkers various and important roles as consumer, student, supporter and aficionado, the SCAA is engaged in an all-out effort to enhance and support the consumption of specialty coffee through education, deploying skilled professionals to reveal and celebrate specialty coffee to consumers all over the world. You hold in your hands one tool in this campaigna set of articles designed to avail our members of some of the tools we use to relate to our consumers, differentiate specialty coffee, and promote it to coffee drinkers everywhere. And its workingspecialty coffee has never been more relevant, available and valuable than it is today.
Peter Giuliano is director of coffee and coowner of Counter Culture Coffee, a specialty coffee roasting company based in Durham, N.C. Giuliano has worked with fine coffees since 1988. He is the president of the Specialty Coffee Association of America (SCAA).

4 The Specialty Coffee Chronicle

The Specialty Coffee Chronicle 5

The Teaching Triangle

: Educating Consumers Geographical Indicati ons: The Science and

Steps Behind Different ation Building Personal Con nections Is the Single-Serve Market for You

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Peter Giuliano

As we all know, coffee is a uniquely global product.

Grown only within the tropics and typically consumed outside of them, coffee is one of the rare luxuries that transcends boundaries and cultures. This unique element creates a deeply, completely global industry where we regularly use names and words from a number of different languages. We also tend to feel we are on a first-name basis with coffee producers half a globe away, and spend an unprecedented amount of time and resources interacting with the entire supply chain, from barista to roaster to coffee buyer to farmer.
However, it is likely to be immediately obvious to everyone that conditions are not uniform throughout the vast network of coffee. The nations where coffee is produced are largely still developing. Many face serious socio-political and human issues including hunger, disease and deprivation. The ironies abound: a luxury crop grown in places where luxuries are few; coffee as the fuel of the progressive movement, produced in a system that sometimes echoes a colonialist past; a beverage that is extolled as one of the great culinary experiences but is produced as a mere cash crop by many. These ironies lead to some stark realities: food insecuritya polite phrase for hunger and a problem that has largely been solved in developed countriesis still widespread in the developing nations where much of our coffee is grown. Preventable diseases such as malaria still affect many of these same countries. Environmental protection, long-term agricultural planning, monetary systems, land title, family planning, and accessible health systems are all too often restricted to the places where coffee is consumed, not where it is produced. Occasionally, this reality comes into sharp focus in surprising ways: the screening of After the Harvest: Fighting Hunger in the Coffeelands at the most recent SCAA Event shocked many, reminding us that access to food cannot be taken for granted even within the most thoughtfully executed supply chains. Continued on pg. 6

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We have an opportunity that no other industry hasto make major change in agricultural sustainability, in international economic policy, in solving the most basic and pervasive human problems.

4 The Specialty Coffee Chronicle

The Specialty Coffee Chronicle 5

Media Kit

with Consumers

Connecting

T he Wo

The Specialty Coffee Chronicle is published by the

Specialty Coffee Association of America (SCAA) as a forum for discussion and information on coffee industry topics and issues. This publication has been the source of important industry news for over 25 years to thousands of member companies representing over 40 countries around the world.

Wed like to

introduce you to a world-wide community of

coffee professionals.

Our readers are not passively engaged with our association content; in addition to membership, they are actively taking classes, attending events and participating in discussions about the very issues we cover. Since The Specialty Coffee Chronicle is an professional association publication focused on marketplace trends and practices, we keep our advertising limited, which ensures that your message isnt lost in a sea of ads but rather perfectly complements the content in each issue.

In addition to our nearly 3,000 member subscribers and a rapidly growing online community of coffee professionals visiting our websites every day we also offer advertisers additional impressions through bonus distribution at coffee and food & beverage industry events to further ensure that your message is being seen by the right audience. By supporting The Specialty Coffee Chronicle, you will have a unique opportunity to be visible to this highly engaged, dedicated group of professionals.

Circulation
Traditional issue impressions:

Digital & Industry Amplification:

Single article preview (and all ads) are re-posted to Facebook/Scribd/scaa.org/Twitter Free and open e-zines: Issue no. 6, The Event over 70,000 impressions! Issues are also distributed freely at ALL SCAA regional and annual events, as well as numerous food & beverage industry conferences.

10,500+ combined
Free issue views:

70,000+
Newsletter circulation:

20,000+
Online views:

45,000+ monthly combined

Readership Demographics
Roaster Wholesaler/Retailer

20.9% 17.3% 13.7%

26.6% 21.2%

Coffee Retailer (includes carts/kiosks/drive-thrus) Importer/Exporter/Grower

Allied products & services/Distributor

Other

23.7% International Members

from countries including:

Canada, Brazil, Australia, Colombia, Costa Rica, El Salvador, Guatemala, Honduras, Italy, Japan, Mexico, Nicaragua, Taiwan

Editorial Calendar

2011

Issue No.6: The Event (free ezine) Reserve Space by: November 1, 2011 Submit Artwork by: November 10, 2011 The Annual SCAA Exposition and Symposium, The Event, is the largest international conference and trade show dedicated to specialty coffee. Find out what is in store for the 2012 show with this look-ahead guide. Also includes regular features and articles. Event distribution: Free and open ezine; also distributed in print form to all SCAA member companies & subscribers

Exposition Lectures & Ski Workshops ll Building Trade Show US Barista Ch ampionship 3rd Annual Sym (The Executive posium Series)

a publi catio

n of the speci alty coffe e assoc iatio

Attendee Brochu
n of amer ica

re

for 20 & Sy 11 Expo www. mposium scaaev at ent.o rg

Regis teR

2010 bonu s issue

2012
Issue No.1-February: The Business of Coffee Reserve Space by: January 1, 2012 Submit Artwork by: January 10, 2012 Rising prices, increased competition, and confused customers the challenges and opportunities of a new marketplace. Issue No.2-April: Sustainability Issues Reserve Space by: March 1, 2012 Submit Artwork by: March 10, 2012 Definitions, interpretation, and guides for better business. A look into carbon metrics, reporting methods, and impact. Event distribution: 2012 24th Annual SCAA Event Issue No.3-June: Defining Specialty Reserve Space by: May 1, 2012 Submit Artwork by: May 10, 2012 In this issue we explore the meaning of specialty from sensory work, to the further development of quality standards, and with input from coffee drinkers themselves leading us to to a more defensible definition of specialty. Event distribution: Coffee Fest Chicago, SW Foodservice Show Issue No.4-August: The Evolution of Coffee Retail Reserve Space by: July 1, 2012 Submit Artwork by: July 10, 2012 A look at how the composition of a cafe has changed in the past 20 years. Is it still the third place and if so how have customer expectations changed? This issue reassesses the traditional format by spotlighting some new ideas & mapping out new territories in retail. Event distribution: 2012 12th Annual Roasters Guild Retreat, Coffee Fest Seattle Issue No.5-October: Coffee & Travel Reserve Space by: September 1, 2012 Submit Artwork by: September 10, 2012 Almost synonymous with specialty coffee is a wanderlust, an insatiable appetite for the new, the tastiest, and unique. Travel along as this issue explores coffee in various cities around the worldwith maps, reviews and plenty of visuals to offer the next best feeling to actually being there. Event distribution: 2012 3rd Annual Barista Guild of America Camp Pull-A-Shot Issue No.6-December: The Event (free ezine) Reserve Space by: November 1, 2012 Submit Artwork by: November 10, 2012 The Annual SCAA Exposition and Symposium, The Event, is the largest international conference and trade show dedicated to specialty coffee. Find out what is in store for the 2013 show with this look-ahead guide. Also includes regular features and articles. Event distribution: Free and open ezine; also distributed in print form to all SCAA member companies & subscribers

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Just finished reading the Chronicle from coffee-to-cover and feel this is a stellar issue with great information and opinions. The quality of the writing you have all contributed as well as the content make it a collectors issue. Its extremely gratifying to see the next generation excel and surpass the knowledge we had and tried to disseminate in the early years of the association. I am filled with admiration for all of you. KEEP WRITING and Ill keep reading. Dan Cox, President, Coffee Enterprises

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