What`s Brewing? - Pacific Coast Coffee Association

What’s Brewing?
PCCA 13TH ANNUAL PETE MCLAUGHLIN
CUPPING COMPETITION
The early morning light looked different to Jose Ramirez this day. Instead of heading south on the 110 towards his office in Torrance the newly installed
President of the PCCA was instead continuing west on the 105 towards LAX. The sun was not warm on his left cheek, the shadows not stretching to his
right. Instead, the light came from behind and he was now chasing his own shadow. Only eight years since attending his first PCCA event, Jose was now
heading to the first full official PCCA event as head of the Association — the Pete McLaughlin 12th annual PCCA Cupping Competition at the Annex
Warehouse Facilities in San Leandro, CA. He had a short plane ride from LAX to Oakland and he was going to arrive plenty early to help prepare for the
event. Or so he thought.
About an hour into the 80-minute flight, window seat vistas of the sunny golden rolling hills of Coastal California gave way to the similarly picturesque yet
ominously unsettling sight of what looked like a thick down comforter laid across the San Francisco Bay basin: The fog was in, and it was thick.
“Oakland Airport is experiencing extremely low visibility due to fog and the runways are unavailable for landing. We have been rerouted to Reno, Nevada,”
the pilot cheerily announced. “Please remain in your seats with your seatbelts fastened and try to not think about the appointments you are missing or
clients you are losing due to this change in plans!” After circling Oakland for 45 minutes, Marcus Young, Senior Trader and Relationship Manager at
Sustainable Harvest Relationship Coffee, the event’s featured speaker, heard a similarly disappointing announcement on his flight from Portland. His plane
was rerouted to San Jose.
Meanwhile, down at the Annex, the busy bee we all know as Lisa was buzzing around with stacks of this and boxes of that, some of these, and
Tupperware filled with those other things. With the help of volunteers from Inter-American Coffee - Brian Speckman, Dana Andrews, and Krista Katz - the
organizers and workhorses of this event, Dave Webber and Ian Kluse, were on task and on time. But, Lisa kept wondering, where are Jose and Marcus?
“No speaker, no President. Hmmm…”she mused.
Finally on the ground in their respective airports Jose and Marcus called Lisa to inform her of their detours and their intentions to arrive as soon as they
could. “Oh well, we’ll change the format and go with the cupping first and the presentation later,” Lisa decided. “Maybe, if we’re lucky, Jose and Marcus will
be here by then.” She notified the volunteers and went about her business, whistling while she worked.
The heart of the PCCA is the camaraderie, the friendships, and the sense of shared purpose: A change of plans? A glitch or snafu in the works? No
problem. While Ian and the other volunteers distributed the aroma of freshly ground coffees in cups – 10 to each cupper – Dave introduced the cupping
and explained how it works. Water was poured, spoons raised to nostrils, crusts were broken, and slurping commenced. Heads nodded, notes were taken,
cups were revisited, compared, and finally sage decisions were recorded and the score sheets turned into Lisa. Now we wait until the Convention 10
months hence to find out who is the champion cupper for 2013 Peru Coffee Cupping.
As volunteers cleared the tables Jose walked in, with Marcus soon following. Right on rescheduled time Jose introduced Marcus who then presented an
inspiring and informational talk on how his company works with farmers to improve their coffees and their lives. He reviewed the flavor profiles of the
various growing regions on the eastern slope of the Peruvian Andes and answered various cuppers’ questions. On behalf of the PCCA, thank you, Marcus,
for an excellent presentation. And to Lisa and all the volunteers, thank you for seamlessly adapting and making this cupping event a success!
Congratulations to the winning Peruvian Coffee for the PCCA 13th Annual Pete McLaughlin Cupping Competition.
This sample was submitted by Volcafe Specialty Coffee:
Name of producer: Maria Laban Carhuallocllo /
Name of farm: El Alizo (which translates as The Alder, a native tree species that is prevalent in the region.)
Bruce Ped
Varieties: Caturra, Bourbon / Grade: Grade 1
Region: Chinchiquilla / Province of San Ignacio / Region Cajamarca / Certifications: Fair Trade, Organic
About the producer: Maria is a member of base coop Sol de Oro (Sun of Gold), from the Huarapal sector
of Cenfrocafe. She has been a coop member for 12 years. She has six children and is a widow.
Special thanks to : The pre-judges, The Annex, Ian Kluse, Dave Weber, Pong Deewarat , Albert Scalla,
The Association Advisor
FEBRUARY 2014
A message from the President JOSE RAMIREZ
Dear Members:
I would like to thank you for the opportunity to serve as your PCCA president. I sincerely believe that Michael, the new
Board and I are ready to lead you ably in this coming year.
Your Board of Directors and I thank you for attending our successful 82nd annual Pacific Coast Coffee Association
Convention at Seascape Resort in Aptos, CA. This year's event has received great reviews from everyone in
attendance. Seascape provided our membership beautiful views and excellent environment to be a family. We once again
had fabulous speakers which gave us insights into the most pressing issues affecting our industry.
I would personally like to thank the sponsors of our event whom without them we this event could not be hosted at the
great level it was. A special appreciation to Marco Figueiredo our very own PCCA Artist and Board Member
from Ally Coffee for the donation of the “Café Art” oil painting which helped us bring in a substantial amount of
donations. Thank you everyone for your support!
The 13thPete McLaughlin Cupping Competition was held on November 8th celebrating coffees from Peru. This event was
planned and managed within a matter of weeks which shows how our membership can gather together to keep
tradition going. Thank you our cuppers and speaker Marcus Young who took the scenic route to get there due to
weather problems in Oakland.
Our Holiday Dinner held at The Waterfront Restaurant on December 6th provided amazing views of the Bay Area along
with delicious food and of course lots of fun! Great job Lisa for planning such a wonderful evening our the attendees.
The very sought after PCCA/Q-Grader test Preparation and Testing conducted by Michael and Frank Gaviña at F. Gaviña
& Sons is scheduled for later this year. The Gaviña family have been so supportive of the PCCA and we
appreciate it. Our PCCA/Commodity Futures and Risk Management Seminar will take place this year in May or June,
thank you Albert Scalla for once again enlightening us with such great information.
Your Board is planning very informative and enjoyable Educational Seminars for this Spring and Summer to be held in
various areas to reach as any members as we can. They will lead us to our 83rd Annual Convention in Sunriver Resort in
Oregon - please join us at another great location with many activities for our members.
All these are promising events, designed to help bring the association together for exchange of ideas, while continuing to
keep the coffee trade on the west coast at the high level it has come to expect. I hope you will be able to support several
of these events with your attendance.
Sincerely yours,
Jose L. Ramirez
President, Pacific Coast Coffee Association
PCCA’S 83rd ANNUAL CONVENTION
September 18, 19, 20, 2014
Sunriver Resort
Sunriver, Oregon
The PCCA thanks our Gold Level Sponsors!
PCCA Croquet Facts and Definitions
Doug Welsh, Peet’s Coffee & Tea, Inc.
Gold Level Sponsorship
American Packaging Corporation
Annex Warehousing
Arianna Farms ‘Ono Kona Coffee LLC
East Bay Logistics Coffee Distribution
F. Gavina & Sons, Inc.
Farmers Brothers Company
Fres-co System USA
Greenwell Farms, Inc.
ICA USA Packaging
InterAmerican Coffee, Inc.
Peet’s Coffee & Tea, Inc.
Rogers Family Company
Scolari Engineering S.P.A.
Ultra Flex Packaging Corporation
Westfeldt Brothers, Inc.
Here are some PCCA Croquet Facts and Definitions for the 2013 Tournament, as well as for you to enjoy throughout the
year:
Roquet: If a striker hits another ball either directly or after glancing off a wicket, it has roqueted that ball. [We don’t play this rule.]
Croquet: To take croquet, the striker ball shall be placed on the ground in contact at any point with the roqueted ball. [We don’t
play this rule either.]
Au Lait: A coffee beverage with steamed milk.
Partay: A verb used by hip people.
Six Wicket Golf Croquet: This is the game we do play. No second shots. No croquet shots (smacking opponent’s ball into the
landscaping). Faster, much safer to play with drunk people.
Winners, First Place: Albert Scalla and Steve Sloat
Winners, Second Place: Felipe Isaza and Mathew Daks
Winner, Croquet Fashions: Frank Gaviña, no contest.
Losers: Well, you’ve heard the expression, those that can’t play, teach. So on behalf of Phil Maloney and myself, you’re welcome.
Thanks for another great tournament, with a bigger turnout than ever. We’ll see you next year!
Jose Ramirez Becomes New PCCA President
Jose Ramirez, Albert Scalla
Jose Ramirez, VP, Manufacturing - Farmer Brothers Co., assumed the
presidency of the PCCA at the association’s convention at The Seascape
Resort, Santa Cruz, California, in September from Albert Scalla INTL FCStone.
Jose Ramirez was born in El Salvador where his grandfather owned a coffee
farm for many years, he was too small to know he was going to be involved in
the industry later in life!
Jose graduated from Cal Poly San Luis Obispo with a degree in Agricultural
Business and Finance concentration. He has been in the coffee industry since
2000 when he joined Diedrich Coffee, Inc. as their Production Supervisor and
moved his way up to Director of Procurement overseen coffee buying, r&d
and QA, mentored by Steve Leach for 8 years.
Mr. Ramirez moved to Southern California in April 2009 to join Farmer Brothers Co. as their Director of Coffee.
He was given the opportunity to build a great team and get FBC more involved within the industry and is now
responsible for all three facilities as Vice President of Manufacturing. Jose has two great kids, Samuel Ray, 9 and
Emma Kathleen, soon to be 6 who are very involved in sports. In his time off time, he enjoys running and cycling.
When he is not training for a race or triathlon you'll find him riding his motorcycle.
He was previously vice president of the PCCA. Albert Scalla will remain on the PCCA board as immediate past
president and Michael Boyd, of Boyd Coffee Company is the new PCCA vice president.
PCCA
BOARD OF DIRECTORS 2010-2011
PCCA BOARD OF DIRECTORS 2013-2014
The 2013-2014 PCCA Board of Directors was installed at the September Convention
The PCCA thanks our
Bronze Level Sponsors!
The PCCA thanks our
Door Prize Sponsors!
Door Prizes
Bronze Level Sponsorship
Atlantic Specialty Coffee
TK Company
Boyd Coffee Company
Tryco Coffee Services, Ltd.
Bunn-O-Matic Corporation
Curwood, Inc.
The PCCA would like to express its gratitude to those whose
time, effort and assistance aided in making this year’s
convention an amazing success!
Descafeinadores Mexicanos S.A. De C.V.
Greenwell Farms, Inc.
Harold L. King Company, Inc.
Special thanks to:
Jose Ramirez, Albert Scalla, Michael Gavina,
Marco Figueiredo, Pete Rogers. Doug Welsh, Tim Kallok,
Sandra Muller, Heather Kenward, Susanne Muller
Dave Weber
The Inter Trade Company
Wipf America
Walker Coffee Trading, LP
PCCA Upcoming Events
2014: Dates to be Announced
PCCA/F.Gaviña & Sons, Inc.
Become a Q Grader! Limited to first 6 people!
CQI Grader Test Preparation and Testing to become a licensed Q Grader
F.Gaviña & Sons, Inc.
2700 Fruitland Avenue
Vernon, CA
May or June 2014: Dates to be Announced
PCCA/INTL FCStone
2 day Futures and Options Seminar
Venue to be determined
September 18, 19, 20, 2014
Pacific Coast Coffee Association • 83rd Annual Convention
Sunriver Resort, Sunriver, Oregon
www.sunriver-resort.com/
Patrick Stewart - Greenwell Farms, Lisa Muller - PCCA, Michael Boyd - Boyd Coffee Company,
Ian Kluse - Olam Specialty, Inc., Daniel Robles – Descafeinadores Mexicanos S.A. de C.V.,
Jose Ramirez – Farmer Bros., Frank Gaviña, Gaviña & Sons, Inc., John Hornung - Incasa Soluble Coffee,
Albert Scalla – INTL FCStone, not pictured: Marco Figueiredo – Ally Coffee and Carl Walker – Walker
Coffee Trading LP
November 2014
Pacific Coast Coffee Association • 14th Annual Cupping Competition
Annex Consolidation Center
1345 A Doolittle Drive
San Leandro, CA 94577
The PCCA thanks our Silver Level Sponsors!
PCCA 82nd Convention: Seascape Beach Resort 2013
“ My life is like a stroll upon the beach, as near the ocean’s edge as I can go”
Thoreau
By Michael Gaviña,
Silver Level Sponsorship
Cascade Coffee, Inc.
Coffee Network
Coffee Resources, Inc.
Continental Terminals, Inc.
Curwood, Inc.
Descafeinadores Mexicanos S.A. de C.V.
Dupuy Storage and Forwarding LLC
Flavor Waves Inc.
Greenfolia
Incasa Instant Soluble Coffee
The Inter Trade Company
INTL FCStone
Louis Dreyfus Commodities
Marcel S. Garrigues Company
MauiGrown Coffee
Olam Specialty Coffee
P.W. Bellingall, Inc.
Plitek, LLC
Walker Coffee Trading, LP
Zephyr Green Coffee Importers
The Eighty-Second Annual meeting of the Pacific Coast Coffee Association convened at the seaside resort of Seascape in Aptos,
California on September 19 thru to the 21st.
It is a great opportunity to network with some of the finest members in the industry in an intimate setting. The conventions always
provides a warm and welcoming venue for its members allowing them to develop long lasting professional relationships on a personal
level.
The opening "Welcome Reception" was held on a beautiful bluff overlooking the spectacular Pacific Ocean. The cocktail hour was a fun
and casual evening with a beautiful sunset as our background while the sounds of conversations and laughter took place. Attendees
enjoyed the fabulous buffet and wonderful company.
In attendance were not only longstanding members but new members which included:
Darryl Miller: Fidalgo Bay Coffee
Richard Allen: RCMA Americas, Inc.
Kim Giroir: Atlas Coffee Importers
Jack Caughey: Oro Molido
Arianna Hartstrom: Costa Oro Intl
WIPF innovative Packaging
Welcome to the PCCA!
Felipe Isaza, Coffee Resources, Inc. &
Albert Scalla, INTL FCStone
Marco Figueiredo, Albert Scalla, Michael Boyd, Jose Ramirez
It was the start of an exceptional convention! Albert Scalla and Jose Ramirez welcomed everyone and provided a preview of what to
expect during our days together. Special thanks and recognition was paid to the “Supporter of the Year”, the one and only John Hornung
from Incasa Soluble Coffee. Thanks John for all that you contribute!!
The board takes pride in coordinating exceptional speakers for our Annual Business Meeting which focuses and highlights the issues
currently impacting the industry. This year’s presenters are all extraordinary professionals in their fields
The Annual Business meetings were highlighted by three distinguished speakers.
Mr. James Coughlin, President of Coughlin & Associates presented his views and input on the vital topics surrounding Prop 65 and the
“myths and facts” surrounding coffee roasting and the perception of coffee and caffeine within the consumer driven market place.
Mr. Roberto Marinelli, Executive Director of CAFCOM, S.A. outlined the current status of coffee production and cultivation within
Guatemala. This relevant topic was of interest to the PCCA given the current questions surrounding the growing dilemma of coffee leaf
rust not only within Guatemala but all of Central America today.
Mr. Mark Williams, Senior Vice President of Brown Brothers Harriman & Co. shed light on the current economic outlook for the US and
the coffee industry as a whole. These presentations are available on the PCCA website!
The Annual Business Meeting concluded and the members took off to put on their whites and compete in the infamous croquet
tournament held on the spectacular Seascape Lawn with the Ocean as our backdrop. We brought back the wildly popular wine tasting at
the croquet tournament. Many thanks to Marin Artukovich and his MJA Winery for the delightful wines for us all to taste. Special thanks
to Frank Gaviña for his inspiring croquet attire and for bringing back the championship mallet. More to come in Doug Welsh’s recap.
Following croquet, the “Sunset at Seascape” gathering offered members a wonderful and relaxing evening outside. When the sun set and
the heat of the day melted away, so did the rest of the world. The attendees gathered at the beach for a night of Bocce, drinks, dinner and
fun. We had beach fire pits with all the fixings for s ‘mores! Kids were free for this family friendly event and as the evening closed all the
kids in attendance were roasting marshmallows over the open fire pits to create our gooey desserts; the kids had a blast delivering the
desserts to the guests at their tables! They loved it! The setting was warm and cozy with the waves crashing in the background. For this
evening anyway, there was no job stress, no traffic jams, and no worries.
Saturday’s Golf Tournament was as fun as ever! From a second story vantage point, PCCA members gathered to heckle, I mean cheer on,
the courageous golfers who battled not only each other, but the stormy weather! Pete Rogers will give you all the details in his golf recap!
On Saturday evening, members gathered for cocktails and dinner. A hilarious slide show was prepared by Jose Ramirez that had everyone
laughing. Then onto the raffle! Raffle winners claimed their prizes and then the crowd hushed to hear the winner of our most spectacular
raffle prize —another signature painting donated by our very own Marco Figueiredo. Thank you, Marco! Murray Ross, Zephyr Green
Coffee was ecstatic to win it. Then a short film by Doug Welsh recounted the impressive tale of his historic bicycle ride to Seascape.
All in all it was a marvelous convention. Thanks to the PCCA Board members for devoting their time and tireless energy in organizing a
memorable convention once again! Thanks to all the members who continue to support the association and its events. We look forward
to seeing you all in Sunriver Oregon for the 83rd PCCA convention!
Convention: Seascape Beach Resort
September 19 – 21, 2013
Convention:
Seascape
Beach Resort
Convention At
Hyatt Regency
Maui
September
21,2011
2013
September 19
15 –-17,
The Waterfront Restaurant
“Nearly picture-perfect…Embarcadero restaurant offers food as spectacular as the views.“
Michael Bauer, SF Chronicle Food Editor
In 1969, Al Falchi converted a former San Francisco longshoremen's bar into a restaurant called The Waterfront. A mile from
Fisherman's Wharf, and with a view that eclipsed that famous tourist hub, And, in time, local and foreign visitors were drawn by
its breathtaking Bayscape. It might have been stormy outside, but inside our cozy tent we were toasty warm and enjoying the
FABULOUS views and delicious fare. John Hornung even got the entire group to raise our glasses in salute to the absent Albert
Scalla with a shot of tequila to end the evening!
A night to remember and thanks to all that attended!
82nd Convention Seascape Beach Resort
September 19 - 21, 2013
One last look: Seascape Hill 2013
Convention: Seascape Beach Resort
September 19 – 21, 2013
The PCCA thanks our Silver Level Sponsors!
PCCA 82nd Convention: Seascape Beach Resort 2013
“ My life is like a stroll upon the beach, as near the ocean’s edge as I can go”
Thoreau
By Michael Gaviña,
Silver Level Sponsorship
Cascade Coffee, Inc.
Coffee Network
Coffee Resources, Inc.
Continental Terminals, Inc.
Curwood, Inc.
Descafeinadores Mexicanos S.A. de C.V.
Dupuy Storage and Forwarding LLC
Flavor Waves Inc.
Greenfolia
Incasa Instant Soluble Coffee
The Inter Trade Company
INTL FCStone
Louis Dreyfus Commodities
Marcel S. Garrigues Company
MauiGrown Coffee
M.J. Nugent & Company, Inc.
Olam Specialty Coffee
P.W. Bellingall, Inc.
Plitek, LLC
Walker Coffee Trading, LP
Zephyr Green Coffee Importers
The Eighty-Second Annual meeting of the Pacific Coast Coffee Association convened at the seaside resort of Seascape in Aptos,
California on September 19 thru to the 21st.
It is a great opportunity to network with some of the finest members in the industry in an intimate setting. The conventions always
provide a warm and welcoming venue for its members allowing them to develop long lasting professional relationships on a personal
level.
The opening Welcome Reception was held on a beautiful bluff overlooking the spectacular Pacific Ocean. The cocktail hour was a fun and
casual evening with a beautiful sunset as our background while the sounds of conversations and laughter took place. Attendees enjoyed
the fabulous buffet and wonderful company.
In attendance were not only longstanding members but new members which included:
Darryl Miller: Fidalgo Bay Coffee
Richard Allen: RCMA Americas, Inc.
Kim Giroir: Atlas Coffee Importers
Jack Caughey: Oro Molido
Arianna Hartstrom: Costa Oro Intl
WIPF innovative Packaging
Welcome to the PCCA!
Felipe Isaza, Coffee Resources, Inc. &
Albert Scalla, INTL FCStone
Marco Figueiredo, Albert Scalla, Michael Boyd, Jose Ramirez
It was the start of an exceptional convention! Albert Scalla and Jose Ramirez welcomed everyone and provided a preview of what to
expect during our days together. Special thanks and recognition was paid to the “Supporter of the Year”, the one and only John Hornung
from Incasa Soluble Coffee. Thanks John for all that you contribute!!
The board takes pride in coordinating exceptional speakers for our Annual Business Meeting which focuses and highlights the issues
currently impacting the industry. This year’s presenters are all extraordinary professionals in their fields
The Annual Business meetings were highlighted by three distinguished speakers.
Mr. James Coughlin, President of Coughlin & Associates presented his views and input on the vital topics surrounding Prop 65 and the
“myths and facts” surrounding coffee roasting and the perception of coffee and caffeine within the consumer driven market place.
Mr. Roberto Marinelli, Executive Director of CAFCOM, S.A. outlined the current status of coffee production and cultivation within
Guatemala. This relevant topic was of interest to the PCCA given the current questions surrounding the growing dilemma of coffee leaf
rust not only within Guatemala but all of Central America today.
Mr. Mark Williams, Senior Vice President of Brown Brothers Harriman & Co. shed light on the current economic outlook for the US and
the coffee industry as a whole. These presentations are available on the PCCA website!
The Annual Business Meeting concluded and the members took off to put on their whites and compete in the infamous croquet
tournament held on the spectacular Seascape Lawn with the Ocean as our backdrop. We brought back the wildly popular wine tasting at
the croquet tournament. Many thanks to Marin Artukovich and his MJA Winery for the delightful wines for us all to taste. Special thanks
to Frank Gaviña for his inspiring croquet attire and for bringing back the championship mallet. More to come in Doug Welsh’s recap.
Following croquet, the “Sunset at Seascape” gathering offered members a wonderful and relaxing evening outside. When the sun set and
the heat of the day melted away, so did the rest of the world. The attendees gathered at the beach for a night of Bocce, drinks, dinner and
fun. We had beach fire pits with all the fixings for s ‘mores! Kids were free for this family friendly event and as the evening closed all the
kids in attendance were roasting marshmallows over the open fire pits to create our gooey desserts; the kids had a blast delivering the
desserts to the guests at their tables! They loved it! The setting was warm and cozy with the waves crashing in the background. For this
evening anyway, there was no job stress, no traffic jams, and no worries.
Saturday’s Golf Tournament was as fun as ever! From a second story vantage point, PCCA members gathered to heckle, I mean cheer on,
the courageous golfers who battled not only each other, but the stormy weather! Pete Rogers will give you all the details in his golf recap!
On Saturday evening, members gathered for cocktails and dinner. A hilarious slide show was prepared by Jose Ramirez that had everyone
laughing. Then onto the raffle! Raffle winners claimed their prizes and then the crowd hushed to hear the winner of our most spectacular
raffle prize —another signature painting donated by our very own Marco Figueiredo. Thank you, Marco! Ross Murray, Zephyr Coffee was
ecstatic to win it. Then a short film by Doug Welsh recounted the impressive tale of his historic bicycle ride to Seascape.
All in all it was a marvelous convention. Thanks to the PCCA Board members for devoting their time and tireless energy in organizing a
memorable convention once again! Thanks to all the members who continue to support the association and its events. We look forward
to seeing you all in Sunriver Oregon for the 83rd PCCA convention!
The Kids Take Over
PCCA 2013 Golf Tournament Re-Cap
John Hornung – PCCA Supporter of the Year 2013
By Pete Rogers, Rogers Family Co.
It was a day a lot like my golf game, hot…cold…hot and finally really cold but the PCCA golfers braved the weather to turn in one of the
most memorable days in PCCA history. Memorable for many reasons…
For years I have been hearing the same thing ‘I’d play in the golf tournament but I don’t want to embarrass myself because I have never
played before. Well I had the pleasure of playing with Shabbir Ezzi who just arrived from Yemen. Shabbir had never swung a golf club in
his life, we had to tell him how to hold the club, tee up the ball and what the different clubs were used for around the golf course. He had
no idea what a putter was but Shabbir played all 18, hit the ball really well, never got frustrated and by the end of the day was not the
worst golfer of the group…It was a great experience and pleasure to play with Shabbir and watch him enjoy his first round of golf.
It was also great to see all second generation on the course. Winning the tournament was Ben Greenwell (Tommy Greenwell’s son),
coming in second was Morgan Rogers (son of Regina Rogers from Flavor Waves) and winning closest to the pin on #8 was JonJon Rogers
II. Ben is playing golf for a living and trying to make the pro tour, Morgan has decided he wants to be a professional golfer and Jon… I
have decided can’t be related to any members of the Rogers family because he is too good of a golfer.
Rounding out the prizes for the day was the smooth and silky swing of Mr. John Visbal 3rd place, the power drives of Dave Considine 4th
place and the ever witty Mr. Murray Ross finishing in 5th place. Our shortest drive on #1 went to Mr. Mike Brown (23 feet) but the
shortest drive overall was a 1 inch drive by Mr. Todd Addison. Todd walked away with the big stick award and a strong desire to take
more lessons at the club.
The final winners were Mr. Murray Ross winning closest to the pin on number 6 but lost the hanging chad vote to Jose Rameriz, Ben
Greenwell won the closest to the pin on number 12 and Bob Forcillo hit the best shot of the day driving up the hill 218 yards over sand
trap to land 8 feet away from the hole and win the closest to the pin on 14.
It was a great convention with incredible views, whales, dolphins, beautiful sunsets, great golf and of course great company. We will see
you next year in Oregon.
This year’s PCCA Supporter of the Year is John Hornung Vice President, Purchasing and Sales, Incasa Soluble Coffee.
John has been a hardworking and loyal supporter of the Association.
This from John: “Coffee runs in the Family blood. Now that I am working the
business, it feels good to be walking in my ancestor's footprints and journeying
ahead. Sailing, mountains, theater, and music are my games.”
“My dream is to own a small coffee plantation in the hills above a cooperative villa
overlooking the ocean where a sailboat is docked!”
John has volunteered his time and knowledge to ensure the success of a major
PCCA committee effort and without his support could not have been accomplished.
John has consistently gone above and beyond to support The Pacific Coast Coffee
Association and continuously demonstrates a willingness to give back to the coffee
industry. Thank you John, the board and all PCCA members have benefitted from
your hard work.
John Hornung
This award was presented to John by Jose Ramirez and Albert Scalla, at this years’ 82nd Convention at The
Seascape Beach Resort in Santa Cruz, California.
Congratulations to John!
PCCA: The Next Generation
By Arianna Wood
My family’s Kona coffee farm and I have grown up together. What started out as acres of land overgrown with invasive
shrubs when I was a toddler, has blossomed into a verdant landscape of healthy coffee trees, native Hawaiian plants and
trees, and a vibrant grove of 100+ year old ‘Old Hawaiian’ coffee trees that were buried treasure under masses of
‘predator’ shrubs. As our farm evolved, so did my family’s and my understanding of our piece of the coffee business, and at
16 years old now, I realize what has remained constant is the application to business of the basic values I was taught about
becoming a person of character. These include treating others fairly, fostering win-win, long-term relationships, doing a
deal on a handshake, and having an unwavering focus on producing something of high quality.
I sent out a questionnaire to the PCCA adult mentors of PCCA-The Next Generation, inquiring what the mentors believe
are vital for our generation to know as we move forward. There were three recurring themes. First, “honesty, loyalty, and
keeping one’s word” is paramount, with a person’s word being “… his or her bond and often treated as good as a contract.
Second, “hard work, dedication, integrity, and passion,” were seen as keys to success in business (and in life); and with so
many aspects to business, to “focus on what you really enjoy doing,” and to “follow your dream.” The third is all about
learning, with mentors advising to always look “…. for how you can learn more and be better at what you do,” and to “try
to learn every aspect of the business.” Mentors found that they learned invaluable lessons by listening to the generation
before them, which is what PCCA-The Next Generation is also endeavoring to do!
“It’s business.” Over the years, I have heard that this phrase is supposed to be a way to separate how we behave in our
professional lives compared to how we behave in our personal lives; that somehow we are allowed to get by with things in
business that we would never do “personally.” I never understood this inconsistency, since people are people; only the
setting is different, and each business field is like a small world where one’s reputation means everything. PCCA echoes the
same values, which isn’t surprising when we think of how PCCA members talk about being a ‘family.’ As the next generation
in this family, thank you, mentors for generously sharing your wisdom. If you would like to become a mentor, please email
me at [email protected] -- Arianna Michelle Wood
Convention: Seascape Beach Resort
September 19 – 21, 2013
Convention:
Seascape
Beach Resort
Convention At
Hyatt Regency
Maui
September
21,2011
2013
September 19
15 –-17,
The PCCA thanks our Gold Level Sponsors!
PCCA Croquet Facts and Definitions
Doug Welsh, Peet’s Coffee & Tea, Inc.
Gold Level Sponsorship
American Packaging Corporation
Annex Warehousing
Arianna Farms ‘Ono Kona Coffee LLC
East Bay Logistics Coffee Distribution
F. Gavina & Sons, Inc.
Farmers Brothers Company
Fres-co System USA
Greenwell Farms, Inc.
ICA Quality Packaging, Inc.
InterAmerican Coffee, Inc.
Peet’s Coffee & Tea, Inc.
Rogers Family Company
Scolari Engineering S.P.A.
Ultra Flex Packaging Corporation
Westfeldt Brothers, Inc.
Here are some PCCA Croquet Facts and Definitions for the 2013 Tournament, as well as for you to enjoy throughout the
year:
Roquet: If a striker hits another ball either directly or after glancing off a wicket, it has roqueted that ball. [We don’t play this rule.]
Croquet: To take croquet, the striker ball shall be placed on the ground in contact at any point with the roqueted ball. [We don’t
play this rule either.]
Au Lait: A coffee beverage with steamed milk.
Partay: A verb used by hip people.
Six Wicket Golf Croquet: This is the game we do play. No second shots. No croquet shots (smacking opponent’s ball into the
landscaping). Faster, much safer to play with drunk people.
Winners, First Place: Albert Scalla and Steve Sloat
Winners, Second Place: Felipe Isaza and Mathew Daks
Winner, Croquet Fashions: Frank Gaviña, no contest.
Losers: Well, you’ve heard the expression, those that can’t play, teach. So on behalf of Phil Maloney, Heather Kenward, and
myself, you’re welcome.
Thanks for another great tournament, with a bigger turnout than ever. We’ll see you next year!
The Kids Take Over
PCCA 2013 Golf Tournament Re-Cap
John Hornung – PCCA Supporter of the Year 2013
By Pete Rogers, Rogers Family Co.
It was a day a lot like my golf game, hot…cold…hot and finally really cold but the PCCA golfers braved the weather to turn in one of the
most memorable days in PCCA history. Memorable for many reasons…
For years I have been hearing the same thing ‘I’d play in the golf tournament but I don’t want to embarrass myself because I have never
played before. Well I had the pleasure of playing with Shabbir Ezzi who just arrived from Yemen. Shabbir had never swung a golf club in
his life, we had to tell him how to hold the club, tee up the ball and what the different clubs were used for around the golf course. He had
no idea what a putter was but Shabbir played all 18, hit the ball really well, never got frustrated and by the end of the day was not the
worst golfer of the group…It was a great experience and pleasure to play with Shabbir and watch him enjoy his first round of golf.
It was also great to see all second generation on the course. Winning the tournament was Ben Greenwell (Tommy Greenwell’s son),
coming in second was Morgan Rogers (son of Regina Rogers from Flavor Waves) and winning closest to the pin on #8 was JonJon Rogers
II. Ben is playing golf for a living and trying to make the pro tour, Morgan has decided he wants to be a professional golfer and Jon… I
have decided can’t be related to any members of the Rogers family because he is too good of a golfer.
Rounding out the prizes for the day was the smooth and silky swing of Mr. John Visbal 3rd place, the power drives of Dave Considine 4th
place and the ever witty Mr. Murray Ross finishing in 5th place. Our shortest drive on #1 went to Mr. Mike Brown (23 feet) but the
shortest drive overall was a 1 inch drive by Mr. Todd Addison. Todd walked away with the big stick award and a strong desire to take
more lessons at the club.
The final winners were Mr. Murray Ross winning closest to the pin on number 6 but lost the hanging chad vote to Jose Rameriz, Ben
Greenwell won the closest to the pin on number 12 and Bob Forcillo hit the best shot of the day driving up the hill 218 yards over sand
trap to land 8 feet away from the hole and win the closest to the pin on 14.
It was a great convention with incredible views, whales, dolphins, beautiful sunsets, great golf and of course great company. We will see
you next year in Oregon.
This year’s PCCA Supporter of the Year is John Hornung Vice President, Purchasing and Sales, Incasa Soluble Coffee.
John has been a hardworking and loyal supporter of the Association.
This from John: “Coffee runs in the Family blood. Now that I am working the
business, it feels good to be walking in my ancestor's footprints and journeying
ahead. Sailing, mountains, theater, and music are my games.”
“My dream is to own a small coffee plantation in the hills above a cooperative villa
overlooking the ocean where a sailboat is docked!”
John has volunteered his time and knowledge to ensure the success of a major
PCCA committee effort and without his support could not have been accomplished.
John has consistently gone above and beyond to support The Pacific Coast Coffee
Association and continuously demonstrates a willingness to give back to the coffee
industry. Thank you John, the board and all PCCA members have benefitted from
your hard work.
John Hornung
This award was presented to John by Jose Ramirez and Albert Scalla, at this years’ 82nd Convention at The
Seascape Beach Resort in Santa Cruz, California.
Congratulations to John!
PCCA: The Next Generation
By Arianna Wood
My family’s Kona coffee farm and I have grown up together. What started out as acres of land overgrown with invasive
shrubs when I was a toddler, has blossomed into a verdant landscape of healthy coffee trees, native Hawaiian plants and
trees, and a vibrant grove of 100+ year old ‘Old Hawaiian’ coffee trees that were buried treasure under masses of
‘predator’ shrubs. As our farm evolved, so did my family’s and my understanding of our piece of the coffee business, and at
16 years old now, I realize what has remained constant is the application to business of the basic values I was taught about
becoming a person of character. These include treating others fairly, fostering win-win, long-term relationships, doing a
deal on a handshake, and having an unwavering focus on producing something of high quality.
I sent out a questionnaire to the PCCA adult mentors of PCCA-The Next Generation, inquiring what the mentors believe
are vital for our generation to know as we move forward. There were three recurring themes. First, “honesty, loyalty, and
keeping one’s word” is paramount, with a person’s word being “… his or her bond and often treated as good as a contract.
Second, “hard work, dedication, integrity, and passion,” were seen as keys to success in business (and in life); and with so
many aspects to business, to “focus on what you really enjoy doing,” and to “follow your dream.” The third is all about
learning, with mentors advising to always look “…. for how you can learn more and be better at what you do,” and to “try
to learn every aspect of the business.” Mentors found that they learned invaluable lessons by listening to the generation
before them, which is what PCCA-The Next Generation is also endeavoring to do!
“It’s business.” Over the years, I have heard that this phrase is supposed to be a way to separate how we behave in our
professional lives compared to how we behave in our personal lives; that somehow we are allowed to get by with things in
business that we would never do “personally.” I never understood this inconsistency, since people are people; only the
setting is different, and each business field is like a small world where one’s reputation means everything. PCCA echoes the
same values, which isn’t surprising when we think of how PCCA members talk about being a ‘family.’ As the next generation
in this family, thank you, mentors for generously sharing your wisdom. If you would like to become a mentor, please email
me at [email protected] -- Arianna Michelle Wood
Jose Ramirez Becomes New PCCA President
Jose Ramirez, Albert Scalla
Jose Ramirez, VP, Manufacturing - Farmer Brothers Co., assumed the
presidency of the PCCA at the association’s convention at The Seascape
Resort, Santa Cruz, California, in September from Albert Scalla INTL FCStone.
Jose Ramirez was born in El Salvador where his grandfather owned a coffee
farm for many years, he was too small to know he was going to be involved in
the industry later in life!
Jose graduated from Cal Poly San Luis Obispo with a degree in Agricultural
Business and Finance concentration. He has been in the coffee industry since
2000 when he joined Diedrich Coffee, Inc. as their Production Supervisor and
moved his way up to Director of Procurement overseen coffee buying, r&d
and QA, mentored by Steve Leach for 8 years.
Mr. Ramirez moved to Southern California in April 2009 to join Farmer Brothers Co. as their Director of Coffee.
He was given the opportunity to build a great team and get FBC more involved within the industry and is now
responsible for all three facilities as Vice President of Manufacturing. Jose has two great kids, Samuel Ray, 9 and
Emma Kathleen, soon to be 6 who are very involved in sports. In his time off time, he enjoys running and cycling.
When he is not training for a race or triathlon you'll find him riding his motorcycle.
He was previously vice president of the PCCA. Albert Scalla will remain on the PCCA board as immediate past
president and Michael Boyd, of Boyd Coffee Company is the new PCCA vice president.
PCCA
BOARD OF DIRECTORS 2010-2011
PCCA BOARD OF DIRECTORS 2013-2014
The 2013-2014 PCCA Board of Directors was installed at the September Convention
The PCCA thanks our
Bronze Level Sponsors!
The PCCA thanks our
Door Prize Sponsors!
Door Prizes
Bronze Level Sponsorship
Atlantic Specialty Coffee
TK Company
Boyd Coffee Company
Tryco Coffee Services, Ltd.
Bunn-O-Matic Corporation
Curwood, Inc.
The PCCA would like to express its gratitude to those whose
time, effort and assistance aided in making this year’s
convention an amazing success!
Descafeinadores Mexicanos S.A. De C.V.
Greenwell Farms, Inc.
Harold L. King Company, Inc.
Special thanks to:
Jose Ramirez, Albert Scalla, Michael Gavina,
Marco Figueiredo, Pete Rogers. Doug Welsh, Tim Kallok,
Sandra Muller, Heather Kenward, Susanne Muller
Dave Weber
The Inter Trade Company
Wipf America
Walker Coffee Trading, LP
PCCA Upcoming Events
2014: Dates to be Announced
PCCA/F.Gaviña & Sons, Inc.
Become a Q Grader! Limited to first 6 people!
CQI Grader Test Preparation and Testing to become a licensed Q Grader
F.Gaviña & Sons, Inc.
2700 Fruitland Avenue
Vernon, CA
May or June 2014: Dates to be Announced
PCCA/INTL FCStone
2 day Futures and Options Seminar
Venue to be determined
September 18, 19, 20, 2014
Pacific Coast Coffee Association • 83rd Annual Convention
Sunriver Resort, Sunriver, Oregon
www.sunriver-resort.com/
Patrick Stewart - Greenwell Farms, Lisa Muller - PCCA, Michael Boyd - Boyd Coffee Company,
Ian Kluse - Olam Specialty, Inc., Daniel Robles – Descafeinadores Mexicanos S.A. de C.V.,
Jose Ramirez – Farmer Bros., Frank Gaviña, Gaviña & Sons, Inc., John Hornung - Incasa Soluble Coffee,
Albert Scalla – INTL FCStone, not pictured: Marco Figueiredo – Ally Coffee and Carl Walker – Walker
Coffee Trading LP
November 2014
Pacific Coast Coffee Association • 14th Annual Cupping Competition
Annex Consolidation Center
1345 A Doolittle Drive
San Leandro, CA 94577
What’s Brewing?
PCCA 13TH ANNUAL PETE MCLAUGHLIN
CUPPING COMPETITION
The early morning light looked different to Jose Ramirez this day. Instead of heading south on the 110 towards his office in Torrance the newly installed
President of the PCCA was instead continuing west on the 105 towards LAX. The sun was not warm on his left cheek, the shadows not stretching to his
right. Instead, the light came from behind and he was now chasing his own shadow. Only eight years since attending his first PCCA event, Jose was now
heading to the first full official PCCA event as head of the Association — the Pete McLaughlin 12th annual PCCA Cupping Competition at the Annex
Warehouse Facilities in San Leandro, CA. He had a short plane ride from LAX to Oakland and he was going to arrive plenty early to help prepare for the
event. Or so he thought.
About an hour into the 80-minute flight, window seat vistas of the sunny golden rolling hills of Coastal California gave way to the similarly picturesque yet
ominously unsettling sight of what looked like a thick down comforter laid across the San Francisco Bay basin: The fog was in, and it was thick.
“Oakland Airport is experiencing extremely low visibility due to fog and the runways are unavailable for landing. We have been rerouted to Reno, Nevada,”
the pilot cheerily announced. “Please remain in your seats with your seatbelts fastened and try to not think about the appointments you are missing or
clients you are losing due to this change in plans!” After circling Oakland for 45 minutes, Marcus Young, Senior Trader and Relationship Manager at
Sustainable Harvest Relationship Coffee, the event’s featured speaker, heard a similarly disappointing announcement on his flight from Portland. His plane
was rerouted to San Jose.
Meanwhile, down at the Annex, the busy bee we all know as Lisa was buzzing around with stacks of this and boxes of that, some of these, and
Tupperware filled with those other things. With the help of volunteers from Inter-American Coffee - Brian Speckman, Dana Andrews, and Krista Katz - the
organizers and workhorses of this event, Dave Webber and Ian Kluse, were on task and on time. But, Lisa kept wondering, where are Jose and Marcus?
“No speaker, no President. Hmmm…”she mused.
Finally on the ground in their respective airports Jose and Marcus called Lisa to inform her of their detours and their intentions to arrive as soon as they
could. “Oh well, we’ll change the format and go with the cupping first and the presentation later,” Lisa decided. “Maybe, if we’re lucky, Jose and Marcus will
be here by then.” She notified the volunteers and went about her business, whistling while she worked.
The heart of the PCCA is the camaraderie, the friendships, and the sense of shared purpose: A change of plans? A glitch or snafu in the works? No
problem. While Ian and the other volunteers distributed the aroma of freshly ground coffees in cups – 10 to each cupper – Dave introduced the cupping
and explained how it works. Water was poured, spoons raised to nostrils, crusts were broken, and slurping commenced. Heads nodded, notes were taken,
cups were revisited, compared, and finally sage decisions were recorded and the score sheets turned into Lisa. Now we wait until the Convention 10
months hence to find out who is the champion cupper for 2013 Peru Coffee Cupping.
As volunteers cleared the tables Jose walked in, with Marcus soon following. Right on rescheduled time Jose introduced Marcus who then presented an
inspiring and informational talk on how his company works with farmers to improve their coffees and their lives. He reviewed the flavor profiles of the
various growing regions on the eastern slope of the Peruvian Andes and answered various cuppers’ questions. On behalf of the PCCA, thank you, Marcus,
for an excellent presentation. And to Lisa and all the volunteers, thank you for seamlessly adapting and making this cupping event a success!
Congratulations to the winning Peruvian Coffee for the PCCA 13th Annual Pete McLaughlin Cupping Competition.
This sample was submitted by Volcafe Specialty Coffee:
Name of producer: Maria Laban Carhuallocllo /
Name of farm: El Alizo (which translates as The Alder, a native tree species that is prevalent in the region.)
Bruce Ped
Varieties: Caturra, Bourbon / Grade: Grade 1
Region: Chinchiquilla / Province of San Ignacio / Region Cajamarca / Certifications: Fair Trade, Organic
About the producer: Maria is a member of base coop Sol de Oro (Sun of Gold), from the Huarapal sector
of Cenfrocafe. She has been a coop member for 12 years. She has six children and is a widow.
Special thanks to : The pre-judges, The Annex, Ian Kluse, Dave Weber, Pong Deewarat , Albert Scalla, and Jose Ramirez.
The Association Advisor
FEBRUARY 2014
A message from the President JOSE RAMIREZ
Dear Members:
I would like to thank you for the opportunity to serve as your PCCA president. I sincerely believe that Michael, the new
Board and I are ready to lead you ably in this coming year.
Your Board of Directors and I thank you for attending our successful 82nd annual Pacific Coast Coffee Association
Convention at Seascape Resort in Aptos, CA. This year's event has received great reviews from everyone in
attendance. Seascape provided our membership beautiful views and excellent environment to be a family. We once again
had fabulous speakers which gave us insights into the most pressing issues affecting our industry.
I would personally like to thank the sponsors of our event whom without them we this event could not be hosted at the
great level it was. A special appreciation to Marco Figueiredo our very own PCCA Artist and Board Member
from Ally Coffee for the donation of the “Café Art” oil painting which helped us bring in a substantial amount of
donations. Thank you everyone for your support!
The 13thPete McLaughlin Cupping Competition was held on November 8th celebrating coffees from Peru. This event was
planned and managed within a matter of weeks which shows how our membership can gather together to keep
tradition going. Thank you our cuppers and speaker Marcus Young who took the scenic route to get there due to
weather problems in Oakland.
Our Holiday Dinner held at The Waterfront Restaurant on December 6th provided amazing views of the Bay Area along
with delicious food and of course lots of fun! Great job Lisa for planning such a wonderful evening our the attendees.
The very sought after PCCA/Q-Grader test Preparation and Testing conducted by Michael and Frank Gaviña at F. Gaviña
& Sons is scheduled for later this year. The Gaviña family have been so supportive of the PCCA and we
appreciate it. Our PCCA/Commodity Futures and Risk Management Seminar will take place this year in May or June,
thank you Albert Scalla for once again enlightening us with such great information.
Your Board is planning very informative and enjoyable Educational Seminars for this Spring and Summer to be held in
various areas to reach as any members as we can. They will lead us to our 83rd Annual Convention in Sunriver Resort in
Oregon - please join us at another great location with many activities for our members.
All these are promising events, designed to help bring the association together for exchange of ideas, while continuing to
keep the coffee trade on the west coast at the high level it has come to expect. I hope you will be able to support several
of these events with your attendance.
Sincerely yours,
Jose L. Ramirez
President, Pacific Coast Coffee Association
PCCA’S 83rd ANNUAL CONVENTION
September 18, 19, 20, 2014
Sunriver Resort
Sunriver, Oregon
The Waterfront Restaurant
“Nearly picture-perfect…Embarcadero restaurant offers food as spectacular as the views.“
Michael Bauer, SF Chronicle Food Editor
In 1969, Al Falchi converted a former San Francisco longshoremen's bar into a restaurant called The Waterfront. A mile from
Fisherman's Wharf, and with a view that eclipsed that famous tourist hub, And, in time, local and foreign visitors were drawn by
its breathtaking Bayscape. It might have been stormy outside, but inside our cozy tent we were toasty warm and enjoying the
FABULOUS views and delicious fare. John Hornung even got the entire group to raise our glasses in salute to the absent Albert
Scalla with a shot of tequila to end the evening!
A night to remember and thanks to all that attended!
82nd Convention Seascape Beach Resort
September 19 - 21, 2013
One last look: Seascape 2013
Convention: Seascape Beach Resort
September 19 – 21, 2013