The Chronicle Event Bonus Issue 2012

Schedule of Events Lectures & Skill Building Workshops National Coffee Championships 4th Annual Symposium Trade Show
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event issue
2012
a publication of the specialty coffee association of america
2012 event issue
a publication of the specialty coffee association of america
2012 event issue
6. 8.
exhibition 2012: Why it matters to you boyds coffee Welcomes you to portland from long beach to Greater earth: coffee, scaa and the Whole Wide World symposium 2012 schedule of events the cupping exchange lectures skill building Workshops roasters Guild special events barista Guild of america special events special events
30. 32. 34. 35. 36. 38. 39. 40. 41. 42.
us brewers cup, us cup tasters and united states barista competition specialty tea institute attendee success Kit best new product awards lessening our impact the scaa Goes mobile Get social event checklist hotel form sponsor listing
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12. 14. 16. 18. 20. 22. 24. 26. 28.
in the next issue the business of coffee

executive Director Ric Rhinehart ricr@scaa.org executive editor tracy ging tging@scaa.org Managing editor shanna germain shanna.germain@gmail.com Art Director tiffany Howard tiffany@tiffolio.com
Contributors: Willem Boot Jason Dominy Tracy Ging Ellie Matuszak Chris Schooley Tara Shenson
2010/2011 BOARD OF DIRECTORS President, tim OConnor 1st Vice President, Max Quirin 2nd Vice President, Paul thornton secretary/treasurer, shawn Hamilton Directors: Marty Curtis, Nathalie gabbay, Al Liu, Dr. timothy schilling, Andi trindle, Willem Boot, skip Finley, Heather Perry immediate Past President: Peter giuliano
SCAA 330 Golden Shore, Suite 50 Long Beach, CA 90802 TEL: (562) 624-4100 FAX: (562) 624-4101 www.scaa.org
The Specialty Coffee Chronicle is published six times a year by the Specialty Coffee Association of America as a forum for discussion and information on industry-related topics and issues. The Chronicle welcomes and will consider for publication articles, columns or firsthand accounts of life in the specialty coffee industry from SCAA members. Opinions expressed in articles and letters do not necessarily represent the position of the SCAA, its members or directors.
The Chronicle is printed on 100% recycled paper containing 30% postconsumer waste.
Copyright 2011 Specialty Coffee Chronicle. All Rights Reserved.
2 The Specialty Coffee Chronicle
On the Cover: Illustration by Damon Brown, the InkLab.
BOYDS IS ANALOG.
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RESPECT
Sustainability Through Responsibility
As a leading manufacturer of quality beverage equipment, we recognize that our business operation impacts the total environment. Respect Earth reflects a continual focus by BUNN on preserving Earth for future generations through responsible product design and our entire supply chain.
EARTH
Features of our new beverage equipment designs and packaging include:
Energy Saver Mode RoHS Compliance HFC-Free Insulation LED Lighting Biodegradable Packing Material Lead-free Solder Vacuum Servers Compostable Pods in the MY CAF Single Serve Systems
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Thinsulate Tank Insulation
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Exhibition 2012:
T
Why it Matters to You

his issue is filled with information about the many exciting events we have planned for The Event 2012 in Portland, but before introducing those, wed like to reacquaint our readers with the purpose of such a gathering. Beyond the bustling show floor and endless array of activities, the SCAA Exposition is really a place to connect with and more fully define specialty coffee. The most important thing we can offer our members and the industry-at-large is a platform for differentiation and The Event is a showcase for those efforts.
First and foremost, our aim is to promote quality standards and practices: the things that make a difference in the cup, to coffee drinkers, and that define specialty. This is an ongoing quest. Science and experimentation will always reveal more to the story. At The Event, youll learn from leading researchers, benefit from findings by the Global Quality Coffee Research Initiative (a collaborative research program supported by SCAA and leading roasters), and witness concepts in practice through our professional development programs. Providing knowledge and education is an equal partner to quality standards. Because it isnt enough to know quality, you must know how to deliver it consistently. Youll also see a greater emphasis on sustainable development. From a business and human standpoint, specialty coffee faces serious and complex challenges. Climate change is affecting our supply chain. Poverty persists as a structural issue. Carbon use at retail is high. There are business reasons to address these issuesprotecting the supply chain, building reputations of brands, and lowering costsand of course, there is the human element. Specialty coffee wouldnt exist if it werent for millions of dedicated people working to bring great coffee to market. We need to work in a manner that provides opportunities to prosper for all those involved. In addition to numerous learning opportunitieson topics ranging from climate change adaptation, to addressing food security, to retail strategies for reducing energy useThe Event offers a forum to connect with farmers and others with different perspectives. We believe these exchanges translate to better business, richer stories, and greater consumer engagement. They serve to expand the definition of specialty coffee, to one that not only tastes better but also does better. While we all understand that the Exposition is a trade event, we also know that our eyes are always on the end customer. That will be even more evident in Portland, where youll see some of the best brands in the business in action. From caf crawls to special tasting sessions, to popup cafs and new competitions, this years show will be filled with ideas and examples of how to better engage coffee drinkers and demonstrate all that is special about specialty coffee. We adopted a new tag line this yearbecause great coffee doesnt just happenand it seems particularly appropriate as we prepare for what will likely be our largest show ever. Great coffee involves science, research, training, education, good business practices, a global community, and people. Great coffee happens when smart people get together to learn and challenge one another to push even higher. Great coffee happens at The Event, and this year, great coffee will be happening in an amazing coffee city. We look forward to seeing you in Portland.
because great coffee doesnt just happen.

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78% of all attendees either authorize

or recommend
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Attendees from 201 state that 1 their top two
reasons for
attending The E vent are business
networking and discovering new products and services

on the trade show f loor.
86% of our surveyed Event

attendees state that the SCAA
industry show.
E vent is a must-attend
The Specialty Coffee Chronicle 7
Portland
Boyds Coffee
WelComes you To
our stomping grounds for the last 111 years.

When our great-grandfather, Percival Dewe Boyd, arrived here from New Zealand, something about Portland made him decide to go into business peddling coffee. (Maybe he realized that with 155 rainy days per year, Portlanders were going to need warm, hearty cups to keep them going.)
Percival would be tickledthough perhaps not surprisedto see that our small city has become one of the best places in the world to get a great cup of joe. Were proud to be part of that evolution, and we invite you to savor every drop of the Rose Citys coffee culture while youre here for the SCAA Event. Portland wasnt always a mecca for coffee. When Boyds opened a coffee shop in 1964 in our original downtown roastery, it was pretty lonely; for quite a while, we were the only coffee shop in the city (and one of only a handful in the entire country).
Welcome to Portland,
Boyds Coffee Roasting tour
Buses depart the Oregon Convention Center on Sunday April 22nd at 9:00am and 11:00am. Space
is limited.
As late as the early 80s, when the SCAA was founded, it could be challenging to find a decent cup of coffee in Portlandor just about anywhere else. And mochas and lattes? Forget it. Not even on the radar yet. Even finding a shot of espresso was a rare treat that involved elaborate equipment reminiscent of a pipe organ. Back then, we spent many hours trying to convince grocery stores of the merits of carrying whole bean coffee, often without success. Across the nation, roasters were realizing that quality coffee needed a boost, and a trade organization to elevate the industrythe SCAA was born. We joined right away. Fast-forward to today. There are hundreds of roasters and coffee shops flourishing in Oregon: from tiny garage-based roasters to large operators to everything in between. Now Portland is regularly at or near the top of the lists for the best coffee citiesnot just in America, but in the world. Were pleased that the SCAAand youhave come to see whats behind all the hype. Portland author, Hanna Neuschwander, whose book Left Coast Roast (a guidebook to iconic and artisan coffee roasters from Seattle
The oregon Convention Center was the first of its kind to receive the leed green buildingcertification by the u.s. Green Building Council. In 2008, the facility was recertified at the silver level.
to San Francisco), which will be published this summer, places Portland at the top of her list. I may be biased, but I think Portland has the best coffee culture in the U.S., she said. Its not always the flashiest, but its friendly and welcoming and incredibly diverse. Nearly every pocket neighborhood in the city has its own small roaster. The culture of baristas, gearheads, and aficionados is thriving, but what I love most is the way great coffee is just wrapped into everyday life. Its approachable, its sociable, and its vibrant because its the rule not the exception. We raise our mugs to you, Hannawe couldnt agree more. The same factors that make our coffee scene so compellingthe attention to detail, the educated and adventurous consumers, and the innovative and communal approachmake our citys food, wine, beer and spirits scenes just as phenomenal. Per capita, we have far more than our fair share of culinary excellence, so while youre here, dont miss the chance to explore those sides of Portland as well. We humbly suggest a few of our most notable customers: Oba! Restaurante for award-winning Nuevo Latino cuisine; Ringside Steakhouse, nationally recognized as a top steakhouse; Fullers Coffee Shop for a real-deal diner experience; and Hubers Caf, Portlands oldest restaurant and the place to go for Spanish coffee. Or discover your own paththat would be very Portland of you. When you visit Portland, spend a minute (or many) talking to the baristas, roasters, chefs and brewers who call Portland home. The high concentration of great food and beverages in our small city can lead to some good-natured competition, but more often than not, it leads to collaboration. Our community exchanges industry information, promotes new ideas and shares a sense of purpose; and as SCAA members, you already know a thing or two about that. Welcome to Portland, and cheers. Sincerely, Katy, Matt and Michael Boyd
(Boyd Coffee Companys Director of Marketing, Director of Information Systems and Coffee Buyer)
CoFFEE, SCAA and the WhoLE WidE WorLd

Ellie Matuszak, Director of Professional Development, SCAA
From LoNg BEACh To grEATEr EArTh:
y very favorite SCAA event of the year is our annual Leadership Summit (SLS), held every fall in our upcoming Event city. This two-day event consists of plenary sessions, meetings, and of course, social time for SCAAs committee volunteers, board, and staff to interact, plan, strategize, pontificate, challenge, and collaborate.
The work that these highly engaged individuals produce as a team is consistently impressive. Perhaps equally rewarding are the near-constant exclamations of I love you, man! To me, SLS, more than any other event, embodies the uniqueness and talents of the SCAA community and is an event that Im extremely proud to be a part of. My first SLS was September 2004 in Seattle, which I attended as a member of the new BGA Executive Council. At this event, I learned that SCAA had something
named the International Relations Council, or IRC, which is an advisory council whose work is to support SCAA members outside the U.S. The IRC advises members about government regulations and provides membership benefits to their own association members. In the following years, the Roasters Guild and Barista Guild of America launched their Certification Programs, designed to connect valuable workplace skills to SCAA educational courses. Students who completed requirements could be certified by SCAA and the Guilds, providing value to their position in the market and recognizing the role of craftsmanship in specialty coffee in a tangible way. With the emergence of these programs, IRC was one of the first entities to recognize the value of these and began to ask SCAA how we could make these Certification programs available in their home countries. Prior to the SCAA Event in Anaheim (2010), I joined SCAA as full-time staff in the position of Director of Professional Development. Coupled with the demand that the Certification programs had begun to create, this new position represented a whole world of resources for the design, development, implementation, and expansion of SCAA educational programs that had never before been available.
Accordingly, the IRC turned up the volume on their request for help abroad. A meeting with the IRC in Anaheim marked the first real opportunity to seriously say yes to the concept of serving SCAA members outside the U.S. by bringing SCAA education to new markets. I presented a brief summary draft proposal to the IRC, received some feedback, and went to work on crafting what was to become the SCAA International Education Partnership Licensing Program, or IEPL Program, which was launched officially at the 2011 SCAA Event in Houston. Through the IEPL, sister associations and SCAA member companies outside the U.S. are authorized to deliver SCAA educational content towards Certification, providing an unprecedented opportunity for Specialty Coffee Professionals the world over to be Certified by SCAA without having to travel to the United States. The IEPL Partner Organization subsidizes the cost of registration fees to SCAA up front and then is free to charge their own registration fees to recover costs. The IEPL Partner Organizations must meet nine pages of terms and conditions for the education to be valid and to qualify for SCAA Education Credit. The IEPL Program currently includes options to offer courses toward Certification in the Barista Guild, Roasters Guild and Golden Cup Technician Certification programs, with two more Certification programs scheduled to debut in 2012 (check SCAA social media for the most up-to-date information). Additionally, many IEPL partners choose to offer the SCAA Instructor Development Program, our wildly popular course designed to help subject matter experts in coffee develop skills to be great instructors, including applied adult learning skills, instructional design, testing, and presentation skills. To date, more than 100 new Certifications have been earned through the Barista, Roaster and Golden Cup Technician Certification Programs. In addition, 64 individuals have already earned the SCAA Lead Instructor Credential through the SCAA Instructor Development Program, with this number expected to reach more than 100 by the end of 2011, with IDP courses scheduled currently in New Zealand, South Korea, and China. (It is worth noting that in the same time frame, nearly 300 individuals have earned Certification in the U.S. at annual SCAA events such as the SCAA Event, Roasters Guild Retreat, and BGA Camp Pull A Shot. An additional 287 individuals are completing requirements for the IDP/SCAA Lead Instructor Credentialwith two more IDP courses still scheduledas I write this.)
Our acronym remains SCAA but this trend is clear: We are the Specialty Coffee Association of America, but also must responsibly serve our members in every country, where there is a great deal of demand for high quality education and opportunities to translate learning to advancing goals in the workplace. As specialty coffee consumption continues to grow in new markets such as Brasil, China, and Korea, SCAA membership reflects the necessary emergence of specialty coffee businesses to support markets throughout the world. But its not enough to export SCAA education from Long Beach to Greater Earth; the strength in SCAAs transition into a truly international community of coffee professionals means that our committees, councils, guilds, competitions, and even staff must begin to integrate the ideas and expertise of coffee professionals from all over the world. While there will always be a place for IRC, we are starting to see participation from outside North America on all SCAA committees, in the exhibit hall of The Event, and on the SCAA Board of Directors. The design and development of standards, education, and events must have an international perspective at their genesis if we are truly to embrace and thrive as an international business. It is as an entire global community that we truly can compete as an industry against our common enemy: bad coffee. In this spirit Id like to issue a challenge to each member of the community, whether based in Auckland or Oakland: Make your impression on the industry and represent your corner of the Earth by getting involved in SCAA education. SCAA education is based on the collaboration and input of hundreds of specialty coffee professionals all over the world, who work for companies that under most circumstances would be considered competitors. This collaboration (which certainly involves debate and dialogue) has been the backbone of our education program and must continue to grow and strive if we intend to influence and inspire the next wave of coffee professionals to embrace the SCAA mission and standards. We have instructional designers, subject matter experts, instructors, assistant instructors, standards review, certification review, and sustainability review as mandatory components of all SCAA education design and development. Of course, a great way to participate is to attend a course, pursue a certification program, or simply volunteer at a competition, showcase (such as Coffees of the Year or the BGA Caf), or one of our Skill Building Workshops. The fate of the specialty coffee world rests in each of our hands, even as the world becomes smaller. See you there!
Focus on solutions
SympoSium April 1819, 2012
Hilton Portland scaasymPosium.org
fter Symposium 2011 offered a more sobering look at some of the challenges we face in specialty coffeeclimate change effects on the supply chain, persistent poverty, rising prices, and confused consumersthis years Symposium will provide a more hopeful outlook, interjecting new research and with that, new reasons for optimism.
Symposium 2012 is designed to move us into more solutions, opportunities and ideas around specialty coffee quality, the consumer experience and supply-chain sustainability. Using a combination of short big idea style presentations, panel discussions, and question and answer sessions, the conversation will drive toward: Building comprehensive approaches to supply chain challenges, using scientific research and industry benchmarking. Broadening strategic possibilities for managing risk and volatility. Improving understanding of the specialty coffee customer and how to better engage them in retail settings and at home. We will be introducing findings from two new research studies, one aimed at deepening our understanding of the specialty coffee consumer and another exploring merchandising strategies for grocery. Perhaps even more revealing will be the integration of strategies from wine and craft beer. Wine and beer enthusiasts take classes, read magazines, go to festivals, and attend tastings, to learn more about the products and processes behind creating them. There is an enthusiasm worth striving for and tactics to be emulated. With that inspiration, we will dig into the process for creating a curious, engaged and exacting specialty coffee customer base. While important insights will be delivered from the Symposium stage, many others will emanate from the 400 thought-leaders in attendance. With the addition of conversation lounges and the return of small-group dining, there will be even more opportunity to discuss and share ideas with a group of bright and highly engaged coffee professionals. Symposium has quickly become an important source of inspiration for specialty coffee and this year will be no exception as we channel that energy towards new solutions.
SympoSium opeNiNg recepTioN

tuesday april 17tH 58 pm
sponsored by sustainable Harvest
SympoSium HoST SpoNSor
We at Coffee Bean International are delighted to welcome you to Portland for the 24th annual SCAA Exposition and 4th annual Symposium. As a founding member of the SCAA, our 40-year heritage as a roaster here in the Pacific Northwest has provided us with a unique perspective on the remarkable growth of specialty coffee. Just like you, weve labored for years to build our business within an industry focused on coffee quality and diversity, an industry that didnt exist before we collectively created it. Today, CBI is proud to have developed some of the nations leading specialty coffee retail programs. But in our hearts, we are still the scrappy start-up we were in 1972. Its a point-of-view intensely focused on quality which, as we showcase at our Public Domain coffeehouse in downtown Portland, is a belief that runs deep within our companys DNA. As Oregonians, we hope youll celebrate our unique cityone that fosters sustainability, quality, and creativity in so many ways, especially in our foods, beverages and, of course, our coffees. And as fellow coffee aficionados, we hope youll be inspired as you learn, engage, and share with fellow community members during the Symposium.
2012 SCAA EXPoSiTioN & SYmPoSiUm
SChEdULE oF EVENTS
Tuesday, April 17, 2012:
58 p.m. Symposium Opening Reception sponsored by Sustainable Harvest
Wednesday, April 18, 2012:

710 a.m. 8 a.m.5 p.m. 5 p.m. 7:30 p.m. 8 a.m.5 p.m. 8 a.m.6 p.m. 8 a.m.6 p.m. Symposium Registration Open Symposium Executive Series. Limited attendance event. Please visit scaasymposium.org for details and registration information Symposium Cocktails Symposium Dinner Event Specialty Tea Institute: Tea Certification Program Expo Registration Open (NEW EARLIER START) Early Exhibitor Movein for300sq. ft.+ Booths (NEW EARLIER START)
Thursday, April 19, 2012:

7 a.m.7 p.m. 8 a.m.3 p.m. 8 a.m.5 p.m. 8 a.m.7 p.m. 9 a.m.4:30 p.m. 5:30 p.m.7 p.m. 7 p.m.10 p.m. Expo Registration Open Symposium Specialty Tea Institute: Tea Certification Program Exhibitor MoveIn United States Barista Championship Opening Ceremonies Everyone Invited WelcomeReception & Thursday Night Throwdown Everyone Invited
Friday, April 20, 2012:

7 a.m.6 p.m. 711 a.m. 7:309:30 a.m. 89 a.m. 9 a.m.12 p.m. 9 a.m.1 p.m. 9 a.m.1 p.m. 9 a.m.5 p.m. 10 a.m.5 p.m. 10 a.m.5 p.m. 10:3011:45 a.m. 11 a.m. 11 a.m.5:30 p.m. 11 a.m.5 p.m. 5:30 p.m.6:30 p.m.
Expo Registration Open Exhibitor MoveIn Concludes Rainforest Alliance Sustainable Coffee Breakfast Ticketed Event First Time Attendees Coffee Reception Lectures Roasters Guild Coffees of the Year Competition Roasters Guild Roasters Choice Competition Skill Building Workshops United States Barista Championship USBC Brewers Cup Portrait Country Program Official Opening of Exhibits Hosted by SCAA BoD (NEW EARLIER START) Expo Hall Open to Registrants (EXPANDED SHOW HOURS) United States Cup Tasters Championship SCAA Awards Reception Everyone Invited
Saturday,April 21, 2012:

7:30.9 a.m. 8 a.m.5:30 p.m. 8 a.m.4:30 p.m. 9 a.m.11 a.m. 9 a.m.12 p.m. 9 a.m.1 p.m. 9 a.m.1 p.m. 10 a.m.5 p.m. 10 a.m.5 p.m. 11 a.m.5 p.m. 11 a.m.5:30 p.m. 121:30 p.m. 56 p.m. 7 p.m. IWCA Breakfast Ticketed Event Expo Registration Open Skill Building Workshops Expo Hall Open to Exhibitors Only Lectures Roasters Guild Coffees of the Year Competition Roasters Guild Roasters Choice Competition United States Barista Championship USBC Brewers Cup United States Cup Tasters Championship Expo Hall Open to Registrants (EXPANDED SHOW HOURS) CQI Luncheon Ticketed Event Roasters Guild Meeting RG Members and others interested in RG Roasters Guild Party Everyone Invited
Sunday, April 22, 2012:

8 a.m.1:30 p.m. 911 a.m. 9 a.m.12 p.m. 9 a.m.12 p.m. 9 a.m.12 p.m. 10 a.m.1:30 p.m. 11 a.m.4 p.m. 11:30 a.m.12 p.m. 123 p.m. 123 p.m. 2 p.m. 410 p.m. 7 p.m. Expo Registration Open Expo Hall Open to Exhibitors Only Lectures Roasters Guild Coffees of the Year Competition Roasters Guild Roasters Choice Competition Skill Building Workshops Expo Hall Open to Registrants (EXPANDED SHOW HOURS) United States Cup Tasters Championship Finals United States Barista Championship Finals USBC Brewers Cup Finals Roasters Guild Roasters Choice Finals Announcement Exhibitor MoveOut USBC/BGA Party Everyone Invited
Monday, April 23, 2012:

711 a.m. Exhibitor MoveOut Concludes
more than one third of event attendees have been working in the coffee industry for over a decade; more than half have been in the industry for 5 or more years.
Through Tasting sessions at the Cupping exchange

Willem Boot, SCAA Board of Directors
empower your Green Sales and Exports
hats the difference between presenting the features of your coffee program at a booth versus enticing cuppers and buyers with a true taste of your coffee repertoire? Time, attention, interaction and, perhaps most importantly, the increased potential for sales.
The Cupping Exchange was created by the SCAA to facilitate professionally orchestrated cupping sessions during the annual expo. At the 2012 Portland Expo, we will offer two separate cupping rooms that can be rented in 90-minute time slots. Each cupping room consists of all the necessary cupping tools and infrastructure, like hot water towers, cups, a grinder, scales, spoons, etc. During the past three years, more and more members have utilized the Cupping Exchange for different purposes: the promotion of green coffee export offerings, the comparison of single-origin flavor profiles, and the benchmark testing of different roasting systems. In 2010, the Ethiopian coffee industry hosted six successful cupping sessions at the Cupping Exchange with more than 100 participating coffee buyers. According to the Ethiopian delegates, the Cupping Exchange proved to be an ideal platform for the promotion of Direct Trade relationships and specifically for realizing sales results. In 2011, the Cupping Exchange hosted two sessions for the blind cupping comparison between prominent roasting systems. In addition, the 2011 Portrait Country (Brazil) organized a series of popular cupping sessions at the Cupping Exchange. A key benefit of the Cupping Exchange is the fact that these sites conform to all the stringent technical requirements as required by the SCAA for cupping labs. As a result, a prospective buyer and participating cupper will feel adequately at home and she/he will have no or little distractions during the actual cupping sessions. During the Houston SCAA Event, more than 200 cuppers attended the different cupping sessions that were programmed. At the 2012 Portland Event we expect to see a major increase in attendance at the Cupping Exchange. If youre interested in participating, it is highly recommended that you reserve your slot early, as the available capacity is limited. Most important is the timely promotion for the cupping Event itself. Ideally, prospective participants should be invited at least four weeks in advance. The roasting for the Cupping Exchange should be prepared not longer than 48 hours in advance. SCAA staff can assist you with any possible technical question about the preparation. Reservations for the Cupping Exchange are required and may be made by contacting Lisa Pacini at lpacini@ scaa.org or completing a reservation form at www.scaaevent.org.
Youmightbewondering,Whatdosnakesandbombshaveto dowithasingleorigincoffeefromLaos? ...ConditionsduringtheVietnamWaralteredthewaycoffeeisgrown intheneighboringcountryofLaos,whichledtoanadaptationofa uniquecoffeethatisconsideredtobetheonlycoffeeofitskind.
SnakeBombCoffeeoffersprogramsforfundraising,grocery,food nbeverage,cafsandroasters.Formoreinformation,pleaseemail usat:hello@snakebombcoffee.com Findoutwhatsnakeshavetodowithourcoffeeat snakebombcoffee.com.
LECTUrES
All registered attendees receive access to 35+ complimentary sessions in our Lectures Series on the days they attend The Event. Each year, our Professional Development Committee strives to source the most relevant and thought provoking subject matter led by our industrys most engaging and experienced presenters. These sessions are your opportunity to expand your understanding of the specialty coffee market place and bring new ideas directly back to your business immediately after the show. Be sure to schedule at least one session into your Event itinerary to make the most of your Expo experience!
= Skill Building Workshop
Friday, April 20th, 2012

subject Area global issues sustainability global issues Coffee Business Coffee grading / evaluation Roasting & Processing Coffee Business Coffee Business
910:15 am One Year Later: Hunger in CoffeelandsHow Can We Help?
START: State of SpeTracking and cialty Reporting your Efforts in Sustainability
Consulte con From Seed el Comprador to Roaster Verde

NOTE: This class is prerequisite for Skill Building Workshops GE103, GE201
Coffee Business Coffee Business
EnviornAvoidmental Air ing Legal Quality Man- Pitfalls agement: Mitigating Costs and Impact
Building your Business through Marketing and Social Media
subject Area
Featured Presentation
sustainability
global issues
Roasting & Processing
Coffee Business
Coffee grading / evaluation
10:30 11:45 am
Honduras: 2012 SCAA Portrait Country Presentation Series
START: A Global Collaboration in Sustainable Development
Microfinance Ask the Miracles: A Green Buyer Starting Point for Me
Are Baristas Preparing The Doors Water Winning over for Prop 65/ are Open, Quality and Customers? Acrylamide: Now What? Filtration How this Will Impact your Business
saturday, April 21st, 2012

subject Area sustainability global issues global issues Coffee Business global issues Coffee Business sustainability Coffee Business
910:15 am Innovations in Sustainability: Meet the Sustainability Award Winner

subject Area Featured Presentation
Defining Critical Issues at Origin
Coffee Benefits to Health
Ask the Experts: Answers You Need to Spec the Right Equipment
Coffee Business
Opening up the Relationship: Exploring True Relationship Coffee

global issues
Hedging from the Roasters Perspective
START: A Global Collaboration in Sustainable Development

Coffee Business
Molding Your Staff into All-Star Baristas
global issues
global issues
Roasting & Processing
Coffee Business
10:30 11:45 am
Honduras: 2012 SCAA Portrait Country Presentation Series
Changing with Climate Change: Helping Growers Adapt to a Changing Environment
Waste Not, Want Not: Water at Origin & Coffee Processing
Ask the Experts: Trends Across the Industry
Do Microlots Inventory The C Matter to Management Market & Producers? for a Roaster Hedging Tools
Brewing Success: Exploring the Growth of Portlands Remarkable Coffee Culture
sunday, April 22nd, 2012

subject Area Coffee Business sustainability sustainability / green issues sustainability / green issues Roasting & Processing Coffee Business Coffee Business
10:30 11:45 am
El Mercado C y las Herramientas de Cobertura contra Riesgos para Productores y Exportadores
START: Rastreo e Informe de sus Iniciativas de Sostenibilidad
Coffee and Honey: A Sweet Collaboration
Grafting, Cloning and the Future of Quality in Central America
Packaging 201: A Guide to Packaging for Roasters
Creating Sales in Front of the Bar
Collaborative Crafts: Specialty Coffee and Craft Beer
dont be afraid to introduce yourself to other students at these sessions; your attendance means that you already have at least one thing in common!
All registered attendees have the opportunity to add Skill Building Workshops towards professional certification for a fee. This is your opportunity to take advantage of world-class coffee business courses taught by leading instructors in our industry, all under one roof. The SCAA Event is the industrys largest one-stop opportunity to advance your career through internationally recognized certification programs.
FrIdaY, aPrIl 20, 2012

8:3011:30 a.m. GE153 Introduction to Le Nez du Caf: Aroma of Coffee
9 a.m.12 p.m. (Unless otherwise noted) CP101/CP102 GE201 CP151/CP152 GE151 RG Test Out 12 p.m. GE255 1:304:30 p.m. GE204 RP120 RP223 CB205 CP204 35 p.m. GE255 Organic Acids and the Chemistry of Coffee Defect Cupping Profile Roasting Prctices Sample Roasting Purchase, Finance and Green Coffee Contracts Use and Terms Espresso Equipment Preventive Maintenance Organic Acids and the Chemistry of Coffee (122 p.m.) Introduction to Espresso, Parts 1 & 2 (9 a.m.4:30 p.m. with 90-minute break for lunch) The SCAA Cupping Form & Peer Calibration Introduction to Brewing & Extraction, Parts 1 & 2 (9 a.m.3:30 p.m. with 90-minute break for lunch) Introduction to Green Coffee Grading Roasters Guild Certification TestOut
SatUrdaY, aPrIl 21, 2012

810 a.m. GE154 9 a.m.12 p.m. CP202 GE202 CP158 RP216 RP223 GE206 CP103 11 a.m.12 p.m. GE154 12:304:30 p.m. CP190 CP290 1:304:30 p.m. GE303 CP255 RP112 CB206 RP104 GE261 Triangulation Cupping Brewing Technologies Introduction to Roasting Concepts Coffee Market Strategies Decaffeination Le Nez du Caf: Olfactory Identification and Matching BGA Level 1 Testing (Tests Offered Hourly) BGA Level 2 Testing (Tests Offered Hourly) The Sensory Skills Test, Parts 1, 2, and 3 Espresso Bar Efficiency and Workflow Comparative Cupping Golden Cup Fundamentals Identifying Roast Defects Sample Roasting Grinding and Particle Size Analysis Customer Service The Sensory Skills Test, Parts 1, 2, and 3
In 2011, more than 1100 students attended a skill Building Workshop.
SUndaY, aPrIl 22, 2012

10:00 a.m.12:00 p.m. (Unless otherwise noted) GE255 CP291 CP203 10:30 a.m.1:30 p.m. GE103 RP112 Introduction to Cupping Introduction to Roasting Concepts Organic Acids and the Chemistry of Coffee Golden Cup Technician Certification Test Latte Art (10:00 a.m.1:00 p.m.)
Special eventS
Christopher Schooley, Chair, Roasters Guild Executive Council
To say the least, this has been a very exciting year. With the further actualization of our Certification Program, weve been able to create more and better opportunities for people to take certification courses and workshops. The Instructor Development Program, along with the RGECs Certification Task Force, and the SCAAs Professional Development Committee have made the process for class development and instructor training the strongest its ever been. This has led to the building of our first ever Master Level classes, and also the fine-tuning of our older classes in order to make them fit into this topnotch program. Weve also held test-out sessions for the Apprentice Level Certification, recognizing the importance of getting experienced roasters and those who have accumulated the necessary knowledge through this first stage of our program. All of this has resulted in our first ever Certified Roasters, and we have participants close to completing the Journeyman Level as well. The Roasters Guild Executive Council has also restructured our committees in an effort to better serve our membership. We are focusing on membership, certification, and communication, with projects attached to specific goals in each category; our objective being to engage our membership to be active participants in this organization and in the specialty coffee community at large. What does active participation in the Roasters Guild look like? It should reflect the two most important aspects of our organization: professional development, and the growth and fortification of the roasting community. Heres how we broke it down. Enrollment and participation in the Roasters Guild Certification Program Participation on the Roasters Guild Forum Promoting sustainable coffee practices Attendance at retreat/expo/origin trips Creating connections between producers/importers/roasters/ manufacturers and consumers Volunteering at events and through subcommittees Participation in the Member Referral Program Performing tests and experiments, gathering information to be shared with the community Involvement in regional roaster and other specialty coffee groups Hosting and participating in public coffee events Alignment/interaction/collaboration with the producers of other craft products
roaster guild is operating at full tilt boogie!
The Roasters Guild Retreat was a resounding success! For the first time ever it sold out, and the response from attendees has been glowing and has encouraged us to continue on the path we set with this years retreat to make it even better. This event is one of the biggest undertakings each year for the Roasters Guild. Each year it has been the preeminent event for roasters and very much reflects the two pillars of the Guild: professional development and the growth and fortification of the roasting community. With the Guild in its 11th year, we saw this as an opportunity to take what the event has been in the past and to expand and help it evolve. It is clear that we need to use the opportunities posed by this event to offer our certification classes, and by developing a tracking system weve created the opportunity to successfully offer a much broader range of classes to our membership without losing the opportunities for community building and fellowship. And as more and more options for delivering these classes come to fruition we also recognize the need to offer not just our best and most challenging certification classes at the retreat, but also to perform labs and experiments that will lead to new class development as well as a deeper understanding of our craft in general. With programs like the Global Coffee Quality Research Initiative (GCQRI) we need to look at how we can help further that work, which we all know is important and desperately needed. We also need to understand that while the GCQRI is working on the impacts on coffee quality on the supply side, we can be doing work on better understanding the impacts on quality during roasting, storage and preparation. We are poised as a Guild to be a very positive influence on our industry and our consumers. At the very first Roasters Guild Retreat, there were a number of attendees that had never cupped a coffee before, or who had done it once or twice but not with any regularity. Now coffee professionals cup at every level and the way we analyze and grade coffees has evolved considerably. There is plenty of impetus to take this level of discourse and evolve it even further. With the programing at this years retreat we looked at and discussed some of these impacts on quality on both the supply and end-user side of the industry, while also talking about how we can better analyze and describe coffee quality. It is very important to note that the SCAA has put together a phenomenal staff of professional and enthusiastic individuals who have played a significant role in the planning and execution of these programs and events. Without the support of this staff it would be impossible for the Roasters Guild to continue to expand and evolve not just the Retreat and Certification Program, but also our communications, special events, and the way we interact with our membership. And the Roasters Guild is very excited about the addition of the Coffee Science Manager, who will help us to actualize the projects we have been looking at to further research the science of roasting and coffee quality. With these projects, we can create
more opportunities for our members to perform tests, experiments, and research into coffee quality. Having our membership actively involved in answering important questions and coming to a better understanding of our craft is an incredible way to add real, tangible value to membership in the Roasters Guild. One other item on the list for Roasters Guild involvement that you may have noticed is alignment, interaction, and collaboration with producers of other craft products. This is really something that we feel can spell out the future of our craft and our industry at large. In collaborating with the producers of other craft products as peers, we can create more awareness of the uniqueness and scale of our craft. But in identifying these craftspeople and the guilds and associations that represent them as possible consumers as well, we can greatly expand our consumer base with people who understand the importance of craftsmanship, quality ingredients and materials. This understanding allows us to have a conversation about specialty coffee at an elevated level. Not only this, but increased interaction between the producers of various craft products also makes it easier for consumers who arent involved in a sympathetic industry to make the connection between quality, premium ingredients and materials, and craftsmanship. Many of our members are already engaged in collaborations with craft breweries, fine dining establishments, bakeries, and other like minded businesses. Its no coincidence that many of the roasters who are involved in these type of collaborations are the leaders in our industry. We believe that alignment and collaboration on a guild and association level could move our entire industry into a new level of discourse, and we are moving fully forward with creating these connections and relationships. The true state of our guild is in the hands of our membership. I urge all Roasters Guild members to continue to further involve themselves in Roasters Guild activities and in the specialty coffee community at large. Post on the forums and connect with other members through other social media outlets. We have all chosen to take part in an industry thats expansiveyet accessible and community driven. Our mutual success is assured through our actions and interaction. Stay Gold, ces
The 2012 Coffees of the Year competition is a prestigious annual event that recognizes the best specialty coffees from around the globe from the 2011/2012 crop. Certified coffee graders choose the winning coffees by cupping and thoroughly evaluating the sensory and physical attributes of each sample entered in the competition. Attendees are welcome and encouraged to sample the winning coffees at The Event. Deadline to submit a sample is March 15, 2012 (Coffee must arrive at SCAA by this date). Please visit roastersguild.org for more information on submission guidelines and entry fee.
Coffees of the Year
The annual Roasters Choice Competition is held in conjunction with the SCAA Event and is designed to highlight the art and craft of coffee roasting. To compete in the challenge, members of the Roasters Guild must submit a roasted coffee. The coffees are vetted and the top five coffees are selected in advance of The Event. The coffees are then brewed and presented to exposition attendees to judge in a blind tasting. Please visit roastersguild.org for more information on submission guidelines as they are made available.
Roasters Choice Competition
Roasters Guild Party Sponsor
This is our yearly opportunity to provide live updates about the state of the guild, discuss new initiatives, and present information about upcoming events like the Annual Retreat. Member input is valued and critical to the success of the Roasters Guild, so members are encouraged to bring questions and concerns to be shared with the group.
Roasters Guild Meeting
Come hang out with the Roasters Guild! Grab a bite to eat and a drink at this great venue and get connected with the members and friends of the Roasters Guild. You wont find a better way or a crazier bunch to relax with and unwind after a long day at The Event.
Roasting Workshop Sponsor
Roasters Guild Party
SPECiAL
Jason Dominy, Chair, BGA Executive Council
evenTs
Greetings fellow Baristas!

What an honor it is to not only write this article, but also to have the opportunity to represent one of the fastest growing communities in the specialty coffee industry. As we come together to deliver a common message of respect for the product we serve, the people who produce it, and the consumer who purchases it, Id like to take this moment to update our community about some recent Guild activities that help shape the barista presence. The BGA is focusing heavily on programs designed to support baristas all over the country. This year the BGA and the SCAA announced the first Healthcare Group Plan benefit made available to BGA members. The plan provides BGA members access to affordable healthcare through their current coffee jobs. The response has been great, and I look forward to hearing how this benefit is making lives easier for our members. We also continue to support jams, workshops, throwdowns, brew battles, cuppings, and the like. We love supporting our members efforts to build better communities where they are, from Seattle to Savannah. Its out of this desire to support more events in more communities that weve created a new program called the Member Driven Events, which works to make it easier for members to create events in their areas with full BGA support. Its really as simple as contacting your Regional Chapter Rep, who will guide you and support you from there.
Another thing we did last year was an event called Camp Pull-AShot. The first Camp Pull-A-Shot was held at El Capitan Canyon just outside Santa Barbara, CA in October. The event hosted around 120 baristas, coffee professionals, and coffee farmers for three days of education and fun. Baristas were inspired and led by some amazing instructors focusing on extraction, cupping technique, milk and latte art, and many other relevant subjects. We have just wrapped up the second annual Camp Pull-A-Shot, again held at El Capitan Canyon, which sold out at 160 attendees. Camp Pull-A-Shot 2011 further expanded our approach to overall education of coffee professionals. The event also provided baristas access to amazing coffee brewing equipment thanks to the overwhelming support of our sponsors! The response has been so positive that in 2012 we will have both an East and West Coast camp, in order to make the event available to more baristas. Weve continued building on the success of our BGA Certification Program, which now includes courses aimed at three levels of certification. The program has been successful in producing more skilled coffee professionals, who are more well-rounded in coffee as a whole, not just espresso. From the beginning, weve worked to incorporate a good deal of coffee knowledge thats related to espresso, from our origins class to cupping, brewing and everything in between. To date we have more than 300 certified baristas active in the program and are further developing programs to make classes
This year, weve worked to strengthen our Regional Chapter Representative roles and provide more support for them in what theyre being asked to do, which is to represent their regional coffee community and further develop initiatives that work in their respective areas. To that end, we also created the Regional Chapter Committee, which will be a five person team under the Regional Chapter Rep charged with supporting the Chapter Rep in their role. They become webs of influence, able to reach more places and create a larger network for BGA community and education. We also ran a very successful second annual BGA Caf during Expo, a great place for Expo attendees where they could sample some amazing coffees and espresso. The BGA Caf is run 100 percent by volunteer baristas that come to Expo wanting to learn from one another and demonstrate their abilities to thousands of coffee professionals. It is an incredible opportunity for baristas to highlight successful service elements happening in their hometown cafs to an audience of truly engaged consumers. We would love for you to join us next year in Portland at the BGA Caf!
available to more baristas on a regional level. We are also finalizing Level 3 Certification content, and will have the Certification Program finished by the end of the year. As we say goodbye to 2011 and move into 2012, we are excited to continue supporting our group at upcoming regional events and at the Symposium and Expo in Portland this coming April. We encourage our membership to learn, demonstrate and compete through the many SCAA programs like USBC, Brewers Cup, US Cup Tasters, BGA Lectures & Classes and the BGA Caf. I thank you for helping direct the growth the BGA has seen from inception. There continues to be so much potential in what our community can achieve and I invite you to join me and the rest of the BGA membership in directing the future of our guild. I encourage each of you to call, write or take a moment to enjoy coffee with one another and further the discourse and activity of our very remarkable community. Hoping to see you soon, Jason Dominy, Chair, BGA Executive Council
speCIAl EVENTS
Opening Ceremonies
Thursday, April 19,5:30 p.m., Portland Ballroom This years opening ceremonies will be unlike any other. Join us as we celebrate the international community that comprises our specialty coffee family, congratulate the winner of the 2012 Sustainability Award and get to know Portland with the help of our host sponsor, Boyds Coffee! Dont forget to stay around for the welcome receptionthe biggest social gathering of The Event. Immediately following the opening ceremonies, the welcome reception includes tasty hors doeuvres, a cash bar and a couple thousand of your fellow Expo attendees. Mark your Outlook calendar, iPhone, paper planner or whatever you use to keep organized because this is one party you dont want to miss! And remember, unlike Las Vegas, what happens at the welcome reception WILL be shared on Facebook and Twitter!
Welcome reception
Thursday, April 19, 7:00 p.m., Portland Ballroom & Lobby The fun doesnt stop at the opening ceremonies; a cash bar, refreshments and a friendly crowd will be waiting for you at the SCAA Welcome Reception, immediately following the end of the opening ceremonies. This is the first and largest social event of the show. Entry into the welcome reception is free to all registered attendees and is a great opportunity to catch up with old friends and network with other attendees.
first-time attendee Coffee reception

Friday, April 20, 8:00 a.m., Skyview Terrace First-time attendees are invited to participate in a special welcome coffee reception to introduce you to some new colleagues. Meet SCAA staff and industry leaders and learn how to have a great first-time experience at The Event.
The best way to meet other event attendees prior to the show is through our Twitter hash tag feed at #sCAA2012 and by following us at
rainforest Breakfast
Friday, April 20, 7:30 a.m., Portland Ballroom @specialtycoffee The Rainforest Alliance invites you to join us for a delicious breakfast, live entertainment, the latest updates on our work, and the results of our Cupping for Quality events. This year marks the 25th Anniversary of our organization and we would love to show you where we are headed next! Order tickets online now at www.rainforest-alliance.org/scaa. Sign up earlythis event is always a sellout.
sCaa awards reception

Friday, April 20, 5:30 p.m., Portland Ballroom Every year, the SCAA recognizes coffee professionals who have made significant contributions to our industry.Make sure to attend this important event to find out who has won these coveted titles and to congratulate them for making a difference to our communities.
international Women in Coffee alliance Breakfast

Saturday, April 21, 7:30 a.m., Portland Ballroom Please join us in celebrating the 10th Anniversary of the International Women in Coffee Alliance at our annual breakfast! Our theme this year is Empowerment through Connection. All industry members are welcome and encouraged to attend and find out what we are about and how you can become involved. Proceeds will be used to support quality-of-life and other projects for women in coffee producing countries. The IWCA is a global peer network that advocates for disadvantaged women from seed to cup. IWCA not only provides access to resources but also promotes a forum for connection.
Coffee Quality institute Luncheon

Saturday, April 21, 12:00 p.m., Portland Ballroom The 14th Annual Coffee Quality Institute (CQI) Luncheon will take place from 12:00 to 1:30 pm in the Portland Ballroom. For 16 years, CQI has dedicated itself to improving coffee quality and the lives of people who produce it. We hope you can attend our lunch to show your support of our programs and to see the presentation of this years Leadership Medal of Merit recipient.
United States Barista Competition

The USBC is an exciting competition used to encourage and recognize professional achievement in the art and skill of espresso beverage preparation and service. Watch as competing baristas move through a maze of judges and photographers, maintaining composure while preparing and serving 12 coffee beveragesone espresso, one cappuccino, and one signature drink of their own creation, for each of the four sensory judges in the space of 15 minutes. Baristas from across the country will compete in one of 6 regional competitions throughout 2011-2012 to qualify and vie for the title of 2012 United States Barista Champion.
US Brewers Cup
The USBC Brewers Cup is meant to recognize and celebrate the art of manual coffee brewing. The competition is presented by the Specialty Coffee Association of America and the United States Barista Championship. Contestants are judged in two rounds of manual brewing with a score sheet that is a modified version of the SCAA cupping form. First, there is a tasting round in which all competitors brew the same coffee for a panel which will score based on taste alone. Those who advance to the final round will be challenged to brew and present their own coffee. The judges, who are licensed Q-Graders, will then score on taste and presentation. The winner will go on to Vienna, Austria, to represent the U.S. in the 2012 World Brewers Cup Championship.
Brewers Cup National Sponsor
US Cup Tasters
Recognizing that different taste preferences are found in coffee cultures around the world, the U.S. Cup Tasters Championship does not ask contestants to judge or identify coffee. Instead, participants in the competition tested their skills to discriminate between tastes in a triangulation format. Tasters receive eight sets of three-cups, or triangles, where two cups were identical and one was different. Competitors identify the one cup that is different, testing their ability to smell, taste, recall and concentrate on the task at hand against the clock. The competitor with the most correct answers in the shortest amount of time is named the champion.
TEA CErTiFiCATioN ProgrAm

Tea Forum April 1819, 2012 8 a.m.5 p.m. Levels 1, 2 & 3 Black Teas (2-Day Class)
Oregon Convention Center: Portland, OR (APRIL 18th) As the first course in STIs expanding education and certification program, Foundations of Tea: Level One will provide attendees with a strong understanding of the five basic tea types and the two traditional styles of orthodox tea production used to create them. Topics also include the essential components of teas, where and how teas are grown, the stages of processing and what differentiates the different types and classifications of tea. Attendees will have the opportunity to taste representative samples of each of the five tea types, discuss tea steeping methods, and examine the basic characteristics of different teas.
FOUNDATIONS OF TEA: LEVEL ONE
78:00am: 88:15am: 8:159:45am:
Registration Introductions and Orientation Section 1The World of Specialty Tea Section 2Introduction to Stages of Processing and Manufacturing Section 3Stages of Processing and Manufacture Chinese method
9:4510:15am: 10:15am11:30am: 11:30am1:30pm: 1:303:00pm:
Break Section 4Introduction to Tea Tasting Section 5White and Green Teas Lunch Section 6Oolong Teas Section 7Stages of Processing and ManufactureBritish Method Section 8Stages of Processing and ManufacturePuerh
3:003:30pm: 3:304:15pm: 4:155pm:
Break Section 9Tasting Both Black and Puerh Section 10Review and Test
A manual will be provided at the beginning of each Level. Passing the exam (minimum passing score of 80%) will be mandatory for those wishing to be certified and to be able to advance to the next class level. Reading the manual (an electronic version will be provided upon registration) in advance of the seminar is mandatory. If you do not receive the manual in advance via e-mail, please contact Ellainy Karaboitis.
PRICING: Level One Only: STI Member Rate $375 STI Non-Member Rate $475 Level Two Only: STI Member Rate $375 STI Non-Member Rate $475 Discount Package: Level 1 and Level 2: STI Member Rate $650 STI Non-Member Rate $850 Level Three: STI Member Rate $675 STI Non-Member Rate $850
EACH SEMINAR PURCHASE OR PACKAGE INCLUDES ONE SCAA EXHIBIT HALL PASS.
REGISTER TODAY THROUGH SCAA REGISTRATION or with Ellainy Karaboitis at (212) 9860250 or ekaraboitis@teausa.org
(APRIL 19th) Building on the essential groundwork presented in Level One, Foundations of Tea: Level Two will examine CTC tea production and manufacture, as well as post- manufacturing processes. Also included are the principles of grading and naming teas by country of origin. In this seminar participants will examine and taste six pairs of teas as they are guided through the basics of a comparison cupping. Participants will demonstrate their command of this information at the end-of-day examination.
FOUNDATIONS OF TEA: LEVEL TWO
78:00am: 88:15am: 8:159:45am:
Registration Introductions and Orientation Section 1Introduction to Stages of Production and Manufacture Section 2Grading and Naming Break Section 3Blending Section 4Flavoring and Scenting Section 5Intro to Sensory Section 6Tasting White Teas
9:4510:15am: 10:1511:30am:
11:30am1:30pm: 1:302:30pm: 2:303:00pm: 3:004:15pm:
Lunch Section 7Tasting Green Teas Section 8Tasting Oolong Teas Break Section 9Tasting Two Black Teas Section 10Tasting Loose Leaf and CTC Black Teas Section 11Tasting Puerh Teas
4:154:30pm: 4:305pm:
Review Test
(April 1819th) This intensive twoday course is devoted to black teas from three of the five traditional countries of origin: China, India and Sri Lanka. The tremendous diversity in flavor and style spanning centuries of craft and thousands of miles of geography and terroirwill be explored through the evaluation of at least two dozen teas. As with all Level 3 courses, some basic science of what is happening inside the leaf to make these teas unique will be covered. Orthodox and Crush, Tear, Curl (CTC) teas will both be cupped for comparison. The course focus is on important classic standards and discussion on what defines quality tea of these types for the U.S. market and abroad. All Participants must successfully complete Levels One and Two before taking Level Three.
PROFESSIONAL SERIES: LEVEL 3 Black Teas
Day One: 88:15am: 8:159:30am: 9:3010:00am: 10:0011:30am: 11:30am1:30pm: 1:303:00pm: 3:003:30pm: 3:305:00pm: Day two: 88:15am: 8:159:30am: 9:3010:00am: 10:00am11:30am: 11:30am1:30pm: 1:303:00pm: 3:003:30pm: 3:305pm: 5:30pm: Introductions and Orientation Section 1Black Teas of China Break Section 2Black Teas of China Lunch Section 3Black Teas of China Break Section 4Review and Test Graduation Ceremony
Introductions and Orientation Section 1Overview of Teas Section 2 Black Teas of India Break Section 3Black Teas of India Lunch Section 4Black Teas of Sri Lanka Break Section 5Black Teas of Sri Lanka
ATTENdEE suCCess KiT:

How to get the out of your show floor experience!
most
ets face it: No matter how advanced Internet technology becomes, nothing can replace the face-to-face marketing opportunities you find at the annual SCAA Event. The chance to see and compare firsthand the products and services your company needs, to talk with companies about new products and services they have developed, and to speak with your peers about solutions to common problems in the industry is an experience that cant be duplicated online. The SCAA Event Show Floor allows you to:
See the latest in technology and new products and services Visit all key vendors in one location Sample products and get answers directly from vendor representatives on the show floor Do comparison shopping and actually make purchases Talk with others who are using or considering a product or service you are researching
Plan your schedule before you get to the show. Being the largest show in the industry, youll want to plot who and what you want to see when you arrive. We offer numerous ways to access event schedule information, exhibitor information and professional development opportunities prior to the showtake your pick! The new SCAA Smartphone appsee page 38 for information about how to download The SCAA Event website: scaaevent.org Via our registration portal Connect online: The best way to meet other event attendees prior to the show is through our Twitter hash tag feed at #SCAA2012. Tweet ups and other social opportunities get planned here days or weeks prior to the show, plus if you network on the SCAAs Facebook and Twitter pages prior to The Event, youll already have the names of some new colleagues to meet. Packing: Knowing what to wear at the trade show is important. You will be doing a lot of walking so make sure you pack comfortable shoes. Its also smart to double check that you have enough business cards, pens and notepaper and your preferred digital device before walking out the door. Dont forget to leave a little room in your suitcase for all the product giveaways and promotional items youll be bringing home with you, too!
Getting Prepared: Pre-Show Planning

Register and book your hotel room early. By registering early, you can take advantage of early-bird pricing. Waiting often means you will pay more and the rooms you want or those nearest to the convention center will be sold out. Visit page XX for the hotel reservation form and be sure to note Portlands unique and free Max trains from most anywhere in the city.
On-Site: Tips to Make Your Days on the Floor Successful

Familiarize yourself with the floor plan. By downloading the free Event app or visiting scaaevent.org, you can review the layout of the show floor and plan your booth visits. The SCAA show floor has more than 700 booths; its smart to plan ahead.
(tips courtesy of CompuSystems, Inc., the SCAAs official registration company)

Knowledge is powergather as much information as you can. Look for products and services that can help your company expand its business and increase productivity. Visit the New Products Showcase: The New Product Showcase, located on the exhibit hall floor, is a prominent display area where you can review the newest, most innovative products available at The Event. Request digital handouts from exhibitors: To lessen your load and go a paperless route, ask exhibitors if they have digital information available through their Event App profile or if they are offering a QR code link to their website. Remember to favorite exhibitors in the Event App by clicking on the green favorite icon located next to their company name so that youll be able to find their information easily after the show. Schedule appointments at the Cupping Exchange: For green buyers looking to sample new coffee varietals for their company, there is no better place to meet with producers than the Cupping Exchange. Stop by the Exchange, located in Meeting Room B117 and B118.
Grab a copy of the Expo Guide: The Expo Guide has everything you need to know about the show. Its free, and you can find it at Registration and in numerous kiosks throughout the show floor and entryways. Take a break! Dont forget to schedule downtime to refresh, have a snack and get some air. Be sure to stop by an SCAA coffee break or satellite caf each day as well.
Finally, dont forget to share your experience at the SCAA Event with your company after the show. Prepare a report about how great your experience was and what you learned at The Event. Place special emphasis on things you learned that can be applied immediately to save money for your company, products and services that can take your company to the next level or concepts you discovered to make you more productive at your job. Trade shows like the SCAA Event are ideal vehicles to help you obtain the knowledge you and your company need to remain competitivemake sure youre planning ahead to make the most of your SCAA Event experience!
The Specialty Coffee Association of Americas
BEST NEW PRODUCT COMPETITION

recognizes new products judged on their quality and value to the specialty coffee and tea industry. Exhibitor Awards will be presented during the SCAAs 24th Annual Exposition. Judging will take place on the Expo floor Friday, April 20 and Saturday, April 21. Products must have been introduced into the marketplace between May 1, 2011 and April 19, 2012 and must not have been exhibited, displayed, promoted or distributed at the 2011 SCAA Expo in Houston. Categories include: Coffee & Tea preparation or serving equipment (consumer & commercial), Specialty Beverage, Packaging, Food, Open Class, Sustainability and our new category Equipment for Origin. NEW for 2012: The Peoples Choice Award! This year SCAAs inviting attendees to vote on their favorite new products too! Using a text your vote system, anyone with a cell phone on the show floor will be able to cast their vote for their favorite new product! Only BNP entries will be eligible for voting.
lessenInG
oUr imPACT
How to Contribute to a greener Event
By 2030, we will need two planets to sustain our demand on this one.
From the World Wildlife Foundation Living Plant Report, 2010.
s you might imagine, trade shows like the SCAA Event require a significant amount of coordination in the months leading up to the show. Travel, shipping, power usage and waste are unavoidable elements of conferencesbut the quantities of these elements and the extent of our own personal impact are things we can control.
Together with the SCAA Sustainability Council, weve developed a new program for our 2012 Event that offers options throughout the show that empower each attendee to contribute to a greener overall Event by eliminating, reducing, recycling and offsetting impact. We believe that the actions of one person are incredibly powerful, but when more than 8,000 people choose to reduce their footprint a significant change can occur! Its extremely easy to participate. Heres how:
ideas, concepts, and action plans in partnership with the specialty coffee community, we as an industry can continue to lead in this arena.
Other Sustainable Initiatives to be Aware of:

START: The Sustainability Tracking & Reporting Tool is the first of its kind. This data tracking and reporting system is built specifically to highlight the companies and organizations that work in coffee and showcase their many efforts towards a more sustainable future for all of earths inhabitants. First announced at the 2010 SCAA Event, START gives users the opportunity to report their efforts via the system or on their own website with specialized reports ready to drop into website code. Furthermore, the collection of this type of data will enable the SCAA to report on the activities, achievements, and progress that the coffee industry is making towards seeing these goals realized. If youd like to become a START user, visit www.scaa.org/start or email us at start@scaa.org. Lessen your booths impact: The SCAA Sustainability Council is collecting sustainable exhibitor booth design, building and exhibition best practices. These best practices, and the companies undertaking them, will be featured in a story in the post-conference SCAA Chronicle edition. Consider our suggestions at www.scaaevent.org, get creative on your own and share your success stories with us! Send an email to Sustainability Council members Samantha Veide, samantha. veide@effem.com and Meredith Taylor, meredith.e.taylor@gmail.com to share your story. Although making more sustainable choices and having to rethink your habits may seem daunting, we want to remind all of our Event participants that this type of journey can begin with a single step. Whether you are already active in sustainable practices or just beginning to explore how to get started, we want to remind you that the change can begin with a single conscious choice. We encourage each and every one of our Event participants to push their efforts a little farther in 2012 and together we can create a less impactful Event.
Look for the Logo
Throughout the show, youll find a simple green logo that denotes an opportunity to make a more sustainable choice. Take an extra moment when you see the logo to understand the choice and see if it is something you can incorporate into your show experience. Some examples of these types of options at the show include: Public and alternative transportation options Local businesses who have adopted more sustainable practices Digital handouts and paperless choices SCAA store products that will reduce waste and provide opportunities to recycle Sponsors who have sourced recycled or sustainably-produced products for attendee giveaways
Become an Active Participant in a Greener Event!

We believe small changes can produce big results, and if each of us becomes more aware and more willing to take simple steps to lessen our individual impact, we will make a difference. The SCAA is committed to sustainable development in specialty coffee. Through the guidance of the Sustainability Council, who creates and promotes
1700+ attendees pledged to bring their own reusable coffee mugs and water bottles in 2011 to reduce waste.
everything you need to Know About our New Smartphone App!

Tara Shenson, Marketing & New Media Manager, SCAA
ThE SCAA GoES MobilE
echnology is front and center this year at the SCAA Event with the launch of our first ever Event App! Offered as a free app download to iPhone users and as a free mobile website to Android and BlackBerry users, the app will literally put the biggest coffee show in the world in the palm of your hand.
Why We Chose This Platform

There are quite a few app developer companies out there, and we looked at several of them before deciding who to work with to develop the first ever Event App. Our major concerns were ensuring that our app would function in a way that was of the greatest value to our attendees and our exhibitors, while also making sure we kept the costs low so that we could offer this app for free. We finally landed on a company that we already worked to manage our Expo database information, which was ideal. Their app is a licensed product, currently offered as a native app for iPhone; however we expect to be able to launch native versions for Android and Tablet users for our show in Boston in 2013. Although Droid and BlackBerry users will access our app as a mobile website in 2012, the functionality will be nearly identical.
So, what does this app do? you ask. Want to have an entire show schedule listing including all Skill Building Workshops, lectures and competitions? Check. How about a way to explore the show floor and find exhibitors by product category or name? Check. Want to build your own custom itinerary that includes all your classes, social events and favorite exhibitor booths? Done. When we developed this app, we wanted to ensure that it wasnt just for show; but that it was something that was genuinely helpful and aided attendees in having the best Event experience to date. Here is a detailed list of all the app functionality available to attendees: Detailed show floor map with zoom-in capability Full listing of exhibitorssearch by product type or company name Ability to save exhibitors by adding them to your favorites Listing of all Skill Building Workshops and free tradeshow lectures, including speaker information and digital handouts The hugely popular SCAA Twitter hash tag feed #SCAA2012. Ability to create your own schedule of classes & social events A local info section that has lists and links to all SCAA Portland member coffee shops, craft breweries, distilleries, and farm-to-table restaurants The Buzz feature that gives you up-to-date information on whats happening at The Event (Sync regularly to be in the know)
An Easy Way to Navigate the Show Floor

The SCAA Event app not only lists every single exhibiting company by both name and product category, it also allows attendees to map out their show floor plan ahead of time and save their favorite exhibitors with one click. This way, you can create a saved list of all the booths youd like to visit before you even reach Portland. Plus, if you discover a company while at the show, simply add them to your planner by clicking the green plus sign next to their app profile and theyll be instantly saved alphabetically in your exhibitor folder for future reference. Another exciting feature designed to help you find your way through our 700+ booths is the show floor map. As you zoom in, youll be able to see booth numbers and company names to help orient you and show you the clearest path to your next planned booth visit.
iPhone
BlackBerry / Android
Discover Portland in the App

Portland is an amazing city with a strong affinity for culinary expertise. We wanted to make it easy for our Event attendees to be able to find incredible restaurants, craft brewers and distilleries while staying in Portland. Of course, a local section of our App wouldnt be complete without a page devoted to our Portland SCAA member coffee houses! We encourage every Event attendee to try at least one member coffee shop over the course of The Event.
Technologically Challenged? Look for the App Squad.

If you have any trouble at all figuring out how to download and use the App, were here to help. Well have a detailed download instruction sheet available on the Event website, as well as our own app squad on-site to help everyone take advantage of the Event App features. The App Squad will be hanging out at the SCAA Event Information Booth (near registration) as well as at some of our larger social events. Were pretty excited to offer this to our attendees and we want to make sure everyone is able to access it! Think youve got what it takes to join the App Squad? Its a new volunteer position this year, so be sure to apply if youre interested (qualifications listed on the volunteer page of scaaevent.org).
Congratulations to the SCAA for launching a state-of-the art Smartphone app for their 2012 Expo! BUNN proudly supports this initiative that promises to enhance the attendee experience at the Portland event. As an active brand in digital space, BUNN understands the power of the communication tools available in todays business climate. Offering a complete line of dispensed beverage equipment from locations around the globe, BUNN manufactures coffee brewers and grinders; liquid coffee dispensers; iced tea brewers; cappuccino, granita, and juice machines; superautomatic espresso systems; precise temperature water systems; water quality systems and paper filters. A passion for quality epitomizes BUNNs commitment to providing customers with the best in beverage equipment and comprehensive service so they can enhance their profits. Visit us www.bunn.com.
mAKiNg digiTAL CoFFEE CoNNECTioNS
gET SoCiAL:
e have a feeling that theres going to be an explosion of online connections happening when we bring The Event to Portland. After all, Portland has so many amazing member coffee shops, bars and restaurants how could TweetUps not be plentiful? Get in on the action early and start building up your connections now so youll have a list of locals and other attendees to enjoy the city with once you arrive. And dont forgetwe want to see your photos and videos live from the Expo link, tag, tweet and post to the SCAA pages and hash tags or just drop us a note to say hi at Twitter handle @specialtycoffee!
twitter The official SCAA twitter hash tag, #SCAA2012 will be updating on The Event starting now and continuing throughout the show. Were sure Event sponsors, exhibitors and attendees will be filling in many more details all the way up to April 19th. Dont wait to join the conversation, stop by today! SCAA Twitter: @specialtycoffee BGA Twitter: @baristaguild Event Tweets from Everyone: #SCAA2012
facebook Make sure youve said Im in! on the Facebook invite page. Remote attendees, you can catch some of the expo action by following the SCAA on Facebook. And youve already liked us, right? SCAA Expo Event Page: Search 24th Annual SCAA Event on Facebook, or go to our Events tab on our last year, our facebook official Facebook page. SCAA on Facebook: facebook.com/ posts received more than specialtycoffeeassociation
other places to Get event updates on-site: Via the Event Smart Phone App: Sync your app and check the Buzz feature regularly for Event announcements and special promotions. Be Sure to Follow our Partner Sponsors Too! Theyll be tweeting and posting updates directly from the show floor. Boyds: @BoydsCoffee Bunn: @BUNN & @trifecta_ Public Domain (Coffee Bean International): @pdcoffee Kerry Foods: @oregonchai & @CAFFEDAMORE
81,000 views from expo attendees and their friends.

CHeCKList
December 1, 2011 HOTEL RESERVATIONS Reserve your hotel room online at scaaevent. org to ensure the best selection and rates. Once SCAAs block of rooms is sold, higher rates and longer commutes to the Oregon Convention Center (OCC) may apply Complete your Expo and/or Symposium registration online at scaaevent.org. Its fast and easy! Pick up your badge on-site. For international guests, apply for visas and take advantage of better airfares at least 120 days prior to departure. For domestic guests, make your travel reservations at least 60 days prior to departure for best fares. There is 1 major airport serving Portland: Portland International Airport (PDX), 11.5 miles from OCC January 29, 2012 SPECIAL EVENT TICKETS Purchase tickets for Skill Building Workshops, the IWCA Breakfast CQI Lunch, and STI Forum to ensure space at these limited-capacity events Complete your Expo and/or Symposium Registration online at scaaevent.org or use the Registration form posted here to secure early bird discounts. Pick up your badge in the Registration Area near the main entry to the Exhibit Hall. Plan to take the MAX Light Rail everywhere. MAX runs every 15 minutes, everyday. Take the Red Line from PDX to hotels in the downtown area or the Convention Center. The trip takes approximately 30 minutes and the fare is $2.35. MAX is free in the downtown area and to/from the OCC. Make childcare arrangements at your hotel as there is no on-site childcare at OCC. Children under 16, including infants, are not allowed in the Expo or Activity Halls during move-in and moveout; children under 12, including infants, are not permitted entry to the Expo or Activity Halls, Lectures or Skill Building Workshops at any time. December 1, 2011 ONLINE REGISTRATION OPENS AIR TRAVEL
December 1, 2011 International guests
January 29, 2012 Domestic guests
March 13, 2012
EARLY BIRD DISCOUNT REGISTRATION DEADLINE
March 13, 2012
GROUND TRANSPORT
April 1, 2012
CHILDCARE
SCAA has done the legwork so you don't have to. We invite you to take advantage of our exceptional hotel & travel programs. Please be sure to support SCAA by utilizing the special rates and booking through our hotel reservation department at (800) 826-0143 or (310) 590-4711 or https://resweb.passkey.com/go/SCAA2012.
Hilton Portland & Executive Tower
921 SW Sixth Ave
Standard
$179.00
Symposium 2012 will be held at the Hilton Portland. Only a block away from the MAX Light Rail system, you will have easy access to many of Portland's premier attractions. This hotel is located 12 blocks away, a free 6 stop MAX Light Rail ride or a 30 minute walk to the Oregon Convention Center.
Hotel Name Courtyard by Marriott Lloyd Center Address 435 NE Wasco Street Standard Rates $149.00 *
The Courtyard Lloyd Center hotel in downtown Portland has newly renovated rooms with free high-speed Internet and 10% off at Charley's on Grand restaurant. This hotel is located 3 blocks away, just a short 5 minute walk from the Oregon Convention Center. Crowne Plaza Downtown Portland 1441 NE 2
nd
Avenue
Standard
$137.00
**
The Crowne Plaza Downtown Portland offers free wireless internet. This hotel is located 2 blocks away, a free 1 stop MAX Light Rail ride or a 5 minute walk to the Oregon Convention Center. DoubleTree by Hilton 1000 NE Multnomah Standard 1 Queen Premium 1 King or 2 Queen $119.00 $139.00
The DoubleTree Hotel Portland has newly renovated rooms with 10% off at all outlets and 50% off of parking. This hotel is located 4 blocks away, a 2 stop free MAX Light Rail ride or a 10 minute walk to the Oregon Convention Center. Embassy Suites Portland Downtown 319 SW Pine Street Standard $183.00 Embassy Suites Portland Downtown offers daily free cooked to order breakfast, free cocktail reception each evening, and free wireless internet for your entire stay. This hotel is located 8 blocks away, a 4 stop free MAX Light Rail ride or a 15 minute walk to the Oregon Convention Center. The Heathman Hotel 1001 SW Broadway Standard $165.00 * The Heathman Hotel offers free high speed internet access in each guest room, reduced rate for valet parking and free in room French Press Coffee and Tea Service. This hotel is located 12 blocks away, a 6 stop free MAX Light Rail ride or a 30 minute walk to the Oregon Convention Center. Hotel Fifty 50 SW Morrison Standard $129.00 Hotel Fifty offers free internet access, free access to the fitness center, and a 15% discount at H5O bistro & bar. This hotel is located 9 blocks away, a 5 stop free MAX Light Rail ride or a 15 minute walk to the Oregon Convention Center. La Quinta Inn Portland Convention Center 431 NE Multnomah Standard $109.00 La Quinta Inn Portland Convention Center offers free internet, free breakfast, and free parking during your entire stay. This hotel is located 2 blocks away, just a short 5 minute walk to the Oregon Convention Center. Monaco Portland 506 SW Washington St Standard $169.00 Monaco Portland offers free wireless internet, discount valet parking, in-room safes, coffee & tea service, morning paper, and 5% off at Red Star Tavern, Roast House, & Room Service. This hotel is located 9 blocks away, a 4 stop free MAX Light Rail ride or a 15 minute walk to The Oregon Convention Center. theNines, A Starwood Luxury Hotel 525 SW Morrison Standard $179.00 The Nines offers free high-speed internet access and discounted valet parking. This hotel is located 10 blocks away, a 6 stop free MAX Light Rail ride or a 15 minute walk to The Oregon Convention Center. The Paramount Hotel 808 SW Taylor Street Standard $149.00 The Paramount Hotel offers free wireless internet, and a complimentary bottle of water and welcome card upon check-in. This hotel is located 12 blocks away, a 6 stop MAX Light rail ride or a 20 minute walk to the Oregon Convention Center. Red Lion Portland 1021 NE Grand Ave Standard $109.00 *** Red Lion Portland offers free wireless internet and discounted parking. This hotel is located 2 blocks away, a free 1 stop MAX Light Rail ride or a 5 minute walk to the Oregon Convention Center. Residence Inn Portland Lloyd Center 1710 NE Multnomah Street Standard $142.00 Residence Inn Portland Downtown/ Lloyd Center offers free wireless internet, free access to the fitness center, free parking and free buffet breakfast during your entire stay. This hotel is located 1 block away, a free 2 stop MAX light Rail ride or a 10 minute walk to the Oregon Convention Center. *Early Bird rate until January 20, 2012. After January 20, rate will be $10.00 higher **Early Bird rate until January 20, 2012. After January 20, rate will be $18.00 higher ***Early Bird rate until January 20, 2012. After January 20, rate will be $9.00 higher
Make it all Possible
Our sponsors
ne of the major contributing factors to the success of our show is the generous support of our sponsors. It is through their contributions, no matter how big or small, that The Event can be the incredible show that it is. Our sponsors get numerous opportunities to share their involvement at the show from special events, to product placement to signage and beyond. If youre thinking about becoming one of our valued sponsors, wed love to introduce you to how to get started and how partnering with the SCAA at coffees biggest show of the year can help your company succeed. Email sponsorship@scaa.org for more info.
Download the full sponsorship brochure at scaaevent.org.
Boyds Coffee is passionate about making coffee a significant part of their customers success. Thats why they dont just deliver coffeethey deliver everything a specialty beverage program needs, especially satisfied guests. Boyds Coffee is your one-stop, at-your-service coffee partner, and works hard to ensure every sip contributes positively to your patrons experience. And your bottom line. Boyds Coffee is great coffee made exactly how you like it, as well as equipment and service provided exactly how and when you need it. SCAA could not be happier to have Boyds Coffee as the Host Sponsor for our Annual Event in Portland. Be sure to stop by Booth #7097 at the Event!
It is our distinct pleasure to introduce Honduras as this years Portrait Country! Honduras is a country just beginning to realize its great potential for the increased production of top-quality washed Arabica coffees, and we should all be encouraged by its public-private partnerships, which are working together to expand both the value and volume of high quality coffees. As supplies of washed Arabica coffees shrink in other parts of the world, Honduras is becoming an increasingly important partner for specialty. We welcome the Honduran coffee industry to Portland as one important step toward a long and mutually prosperous future and encourage you all to explore the offerings of exceptional Honduran coffee that will be available throughout the Event.
Platinum sponsors
Gold sponsors
Coffee Break sponsor
Official natural sweetener sponsor
Official espresso Machine sponsor
Official Origin trip sponsor
Official Grinder sponsor
Official Cleaning Products sponsor
Say hello to our brand new website and database

Visit us at co eeinstitute.org
Review newly certified Q Coffees Find upcoming Q Grader Courses ...and so much more!
Co ee Quality Institute | Improving the quality of co ee and the lives of people who produce it
Editorial Calendar for 2012

Issue No.1-February: The Business of Coffee Reserve Ad 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 Ad 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. Issue No.3-June: Defining Specialty Reserve Ad 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. Issue No.4-August: The E volution of Coffee Retail Reserve Ad 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. Issue No.5-October: Coffee & Travel Reserve Ad 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. Issue No.6-December: The E vent (free ezine) Reserve Ad Space by: November 1, 2012 Submit Artwork by: November 10, 2012 The Annual SCAA Exposition and Symposium, The E vent, 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.
For Advertising Inquiries Contact:

Katy Goulding, SCAA kgoulding@scaa.org
Just nished reading the 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 lled with admiration for all of you. KEEP WRITING and Ill keep reading.
5
SCAA members receive a complimentary subscription to The . View the digital edition at: scaa.org/chronicle
SWP MythicalLand_SC.pdf
2/2/11
11:27 AM
/ are trademarks of Swiss Water Decaffeinated Coffee Company Inc.
Find out at swisswater.com or call 800.668.9981
Fantasy or reality?

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Schedule of Events Lectures & Skill Building Workshops National Coffee Championships 4th Annual Symposium Trade Show

i teR Reg01s Expo 2 2

t for sium a Sympo t.org & n

a publication of the specialty coffee association of america

2012 event issue

a publication of the specialty coffee association of america

2012 event issue

12. 14. 16. 18. 20. 22. 24. 26. 28.

in the next issue the business of coffee

Copyright 2011 Specialty Coffee Chronicle. All Rights Reserved.

2 The Specialty Coffee Chronicle

On the Cover: Illustration by Damon Brown, the InkLab.

hip} bers Mem

Thinsulate Tank Insulation

Help the environment and communicate with us electronically!!

Why it Matters to You

because great coffee doesnt just happen.

78% of all attendees either authorize

Attendees from 201 state that 1 their top two

attending The E vent are business

networking and discovering new products and services

86% of our surveyed Event

The Specialty Coffee Chronicle 7

our stomping grounds for the last 111 years.

Boyds Coffee Roasting tour

The Specialty Coffee Chronicle 9

The Specialty Coffee Chronicle 11

CoFFEE, SCAA and the WhoLE WidE WorLd

From LoNg BEACh To grEATEr EArTh:

12 The Specialty Coffee Chronicle

The Specialty Coffee Chronicle 13

14 The Specialty Coffee Chronicle

SympoSium opeNiNg recepTioN

SympoSium HoST SpoNSor

2012 SCAA EXPoSiTioN & SYmPoSiUm

Wednesday, April 18, 2012:

Thursday, April 19, 2012:

Friday, April 20, 2012:

Saturday,April 21, 2012:

Sunday, April 22, 2012:

Monday, April 23, 2012:

Through Tasting sessions at the Cupping exchange

empower your Green Sales and Exports

Youmightbewondering,Whatdosnakesandbombshaveto dowithasingleorigincoffeefromLaos? ...ConditionsduringtheVietnamWaralteredthewaycoffeeisgrown intheneighboringcountryofLaos,whichledtoanadaptationofa uniquecoffeethatisconsideredtobetheonlycoffeeofitskind.

SnakeBombCoffeeoffersprogramsforfundraising,grocery,food nbeverage,cafsandroasters.Formoreinformation,pleaseemail usat:hello@snakebombcoffee.com Findoutwhatsnakeshavetodowithourcoffeeat snakebombcoffee.com.

= Skill Building Workshop

Friday, April 20th, 2012

910:15 am One Year Later: Hunger in CoffeelandsHow Can We Help?

START: State of SpeTracking and cialty Reporting your Efforts in Sustainability

Consulte con From Seed el Comprador to Roaster Verde

Building your Business through Marketing and Social Media

Roasting & Processing

Coffee grading / evaluation

Honduras: 2012 SCAA Portrait Country Presentation Series

START: A Global Collaboration in Sustainable Development

Microfinance Ask the Miracles: A Green Buyer Starting Point for Me

20 The Specialty Coffee Chronicle

saturday, April 21st, 2012

910:15 am Innovations in Sustainability: Meet the Sustainability Award Winner

Defining Critical Issues at Origin

Coffee Benefits to Health

Opening up the Relationship: Exploring True Relationship Coffee

Hedging from the Roasters Perspective

START: A Global Collaboration in Sustainable Development