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The Specialty Coffee Association of America held its 16th Annual Conference & Exhibition in Atlanta April 23–26, 2004, welcoming nearly 8,000 coffee professionals from around the world in addition to coffee connoisseurs registered as cMembers.
John Elkington, ecological sustainability expert and principal with SustainAbility, a consultancy dedicated to cutting-edge research and to working with businesses on sustainable and corporate social responsibility agendas, delivered the keynote address Friday evening. During the keynote, Elkington discussed how those agendas relate to the specialty coffee industry, a topic that aligned well with the conference theme of "Building our Future in Balance: Quality, Marketing, and Sustainability."
Conference highlights included the 2004 United States Barista Championship during which baristas from across the U.S. competed for the title. Following several days of competition, Bronwen Serna from Hines Public Market Coffee in Seattle was crowned the 2004 champion. Serna won a $1,000 prize and a trip to Trieste, Italy, to represent the U.S. at the World Barista Championships June 18–20.
The SCAA also recognized those who have made outstanding contributions to the specialty coffee industry. They include: Lifetime Achievement Award, Michael Sivetz; Service to the Association, Jamie Utendorf-Hagen; Special Recognition, Jeremy Woods and Martin I. Elkin; and Distinguished Author, Maja Wallengren.
During the exhibition, nine companies were honored with SCAA's annual Exhibitor Awards program. The Best of Show winners include:
Best New Product, Food -- Rainforest Exquisite Products, chocolate-covered beans
Best New Product, Tea & Tea Products -- Trade Fixtures
Best New Product, Beverage Accompaniment -- Monin
Best New Product, Cold/Frozen Beverage -- Dr. Smoothie, cherry cranberry
Best New Product, Coffee Accessories -- (tied) Porter Products, otto press, and DrinkWorks!, steel drinking vessel
Best New Product, Educational Training Product -- Roast Magazine
Best New Product, Packaging -- TAZO Tea Company
Best Exhibit Booth -- Teaology
Best New Product, Coffee Preparation Equipment -- FETCO
Coffee goods and equipment ranging from jewelry to commercial espresso machines, from green coffee to coffee with a cause were showcased in the exhibition. Following is a sampling of some of the latest introductions from the show.
Timolino introduced a vacuum-insulated stainless steel teapot that featured an infusion basket for easy tea steeping. The elegant teapot also features padding on the bottom to prevent it from marring surfaces or slipping.
Metropolitan Tea also showcased a variety of stainless steel tea items, including a new collection of teapots and cups and saucers with a matte brushed finish, and some with polyresin handles that mimic wood.
For those seeking a fresh new fruit flavor, Sambazon showcased their Açaí Palmberry Puree whose flavor is an intense blend of berries and chocolate. Packed full of antioxidants, amino acids, and essential omegas, the fruit drink also joins the company's Acerola, the Amazon Cherry. The fruits are available in several packaging options, including ready-to-drink or frozen packs that are easy to use in fruit smoothies and other beverages.
Monin unveiled its raw Southern-Style Praline and Guava flavors, along with a full range of Certified Organic syrups. The Praline Syrup combines pure cane sugar with a natural roasted pecan flavor, caramel, and pure vanilla. The result is a creamy-texture and a rich authentic flavor that is ideal for flavoring coffee, espresso, or desserts. Guava adds a tropical and exotic twist to any chilled or frozen beverage.
Philibert Routin debuted new flavors in their Flavors of Summer line, which features all-natural flavors -- Chai, Chocolate, Cinnamon, Irish Cream, and Roasted Hazelnut. Also available was the Moulin de Valdonne line of premium syrups "(sirops") from Provence. Flavors include Orange-Mandarin, Peach-Apricot, Almond, Raspberry, Blackcurrant, Melon-Watermelon, Green Mint, Fig, and more.
Fabbri introduced a variety of fresh and natural flavorings for a variety of applications from beverages to desserts.
In an exclusive licensing agreement with the Diane Fossey Gorilla Fund International (DFGFI), Thanksgiving Coffee Company will donate up to 20 percent of the retail sale of their new Fair Trade Certified Gorilla Fund Coffee to DFGFI. The donated money will help support programs like healthcare, technical training, micro-credit, as well as further enhance mountain gorilla protection. "Our vision is simple -- create partnerships that help farmers become self-reliant, pay a fair price for excellent coffee, and develop new models for protecting the environment," said Paul Katzeff, Thanksgiving's co-founder and CEO.
The Colombian Coffee Federation, Inc. outlined its program for promoting Colombian Specialty Coffees. In an effort to build upon the continued success of the 100-percent Columbian campaign, the federation is focusing on promoting the variety of taste profiles that Colombian coffees from the country's vast coffee-growing region have to offer. Starting with Microclimate Tasting, the federation has been working to identify areas that create distinct microclimates, with a goal of creating a flavor map that catalogues the different flavor characteristics.
Kiry Coffee showcased its coffee from Naranjo, Costa Rica, in light, medium, and espresso roast varieties.
Caffe D'Amore presented the smooth caramel-and-sweet cream combination of Dulce de Leche, which is designed for use in hot, iced, or frozen applications.
Grindmaster Corporation showcased their new Single Cup Precision Pod Brewing System. Using PrecisionBrew, an innovative pod brewing and infusion technology that provides the ideal cup every time, the machine accepts a variety of pod sizes and brands. BrewControl allows the user to adjust brew strength and fine-tune their flavor preferences, while the machine's programmability enables the user to control the volume of beverage dispensed into the cup.
Teaology introduced its new concept for enjoying tea on the go. The Teaology sachets filled with antioxidant-rich green tea extracts only need to be mixed with water. Available in four refreshing flavors -- Osmanthus Flower, Rosemary Citron, Hawthorne Berry Sage, and Lavender Mint.
Community Coffee highlighted its line of single-cup filter pod products. Including seven varieties of premium coffees, the pods contain premeasured portions of ground coffee sealed in round, flat paper filters. Providing convenience, consistency, and choice, the pods give consumers coffeehouse convenience in their offices or homes.
Bodum showcased their Granos Automatic Espresso Machine, winner of the Good Design 2003 Award from the Chicago Anthenaeum, Museum of Architecture & Design.
The fragrant aroma of Florapharm teas emanated from The East Indies Company booth. A wide variety of exciting teas were available, including teas from certified organic cultivation, rooibos, honeybush, herbal teas, green, jasmine, white, black, and many more.
The Sweetery featured Couple Cakes and Tea Breads, perfect choices for consumers who don't wish to give up sweets but want something a bit smaller. The Couple Cakes based on traditional Southern recipes are available in four flavors -- cinnamon pecan, chocolate truffle, and butter pecan, and a sugar-free pound cake. The tea bread flavors include zucchini, strawberry, and sweet potato.
Wally's Biscotti showcased their new Happy Trails biscotti made from trail mix filled with nuts, fruits, and M&Ms. Coming soon will be a sugar-free Shortbread that boasts 33-percent lower carbohydrates.
Krups showcased an array of coffee machines, espresso machines, and kettles. Among the offerings was Orchestro Dialog (FNF2), a machine for the ultimate espresso connoisseur. Featuring a digital interface and a scrolling menu, all the guesswork in making an espresso is eliminated. The FNF2 may be preprogrammed to suit individual preferences and the auto-cappuccino system delivers perfectly frothed milk for delicious cappuccinos and lattes every time.
Dr. Smoothie introduced Bio Bars, cold-pressed bars made from nutritious plant-based whole food ingredients that are high in fiber, low glycemic index, and contain Omega 3 and Omega 6 along with essential fatty acids. The two available flavors are Chocolate Almond and Peanut Butter Crunch.
Oregon Chai debuted new Ready-to-Drink Chai Tea Lattes and The Original Tea Smoothie Base. The lattes available in single-serve glass bottles offer grab-and-go convenience -- simply chill, shake, and serve. The Tea Smoothie Base makes preparation quick and easy. Fill a cup with ice, then add the smoothie base and milk or dairy substitute, blend, and serve.