Coffee Tea International 2-2012 EN-FREE

HOT DRINKS IN FINLAND&BALTICS
THE ABCS OF SPECIALTY COFFEE
T.I.A. — THIS IS AFRICA,
OR ETHIOPIAN PROCEEDINGS
FUTURE GLOBAL COFFEE TRENDS
# 2 (98) 2012
contents
№ 2’2012
8
10
Tea&Coffee World Cup Europe
Best Coffee Vending
22
The ABCs of specialty
coffee
6 CALENDAR OF EVENTS
REVIEW&STATISTICS
30
Future global coffee trends
Hot drinks in Finland.
32
Improve your business
News
Tea‹based gastronomical
compositions and the informational
structure of the tea carte
44
46
«Your cup will reveal you to me...»
Turkish tea for dummies
52 ADVERTISER INDEX
PRIVATE VIEW
Consumer curiosity,
global price hikes and
36
40
or Ethiopian proceedings
chamber knotted teabags
Hot drinks in the Baltics.
HoReCa
T.I.A. ‹ this is Africa,
opportunity with double
dominate hot
20
Your cup will reveal you to me…
ECONOMICS
26
Coffee continues to
44
Tea based gastronomical compositions and
the informational structure of the tea carte
2 EDITORIAL
18
India to declare tea national drink in 2013
40
34
Smile, gentlemen, smile!
4 NEWS
13
34
Smile, gentlemen, smile
Economic recovery drive
The growth of the baltic
Hot drinks markets
1
EDITORIAL
L
Lately I have been thinking a lot about
the calls to increase coffee and tea
consumption that are often heard
during promotional campaigns for these bever
ages. Population growth and increasingly high
standards of living in many populous countries
push technological developments and lead to
increased mass production of coffee and tea. But
quantity seems to have eclipsed quality as a goal:
I can remember the time (in the early 1990s)
when fresh Darjeeling tea brewed in a regular
teapot could fill the whole room with an incompa
rable aroma.
Who can claim to be so lucky today?
№ 2‘2012
Establisher
ZAO INTERNATIONAL TEA HOUSE
Publisher
ZAO INTERNATIONAL TEA HOUSE
Chief Editor
RAMAZ CHANTURIYA
Deputy Chief Editor
SVETLANA BELIKOVA
KATERINA ALEKSEEVA
Advertising Director
JULIA CHANTURIYA
Advertising Manager
ANNA ANTONOVA
Promotion Manager
OLGA DOLGACHEVA
As part of my job, I get to taste coffee and tea produced in different countries.
I often tell consumers about the differences between varieties of tea and coffee
and about the unique properties of each variety. But it is becoming harder and
harder in practice to convince people that those differences exist. Mass
produced foods are becoming increasingly indistinguishable. You will agree
that today not every professional, let alone regular consumers, will be able to
tell the BOP from South India from the BOP from Indonesia, Jamaica Blue
Mountain from Guatemala Antigua… This may be the reason why novelty is in
such high demand, and new, more and more original types of beverages come
onto the market – for example, tea produced using panda droppings, etc.
People want to taste something different, but… high demand can “kill” every
new idea. For example, Kopi Luwak used to be a truly unique variety, but now
you can find it in every respectable coffee shop.
THE EDITORIAL BOARD
Chairman of the Editorial Board
R.O. CHANTURIYA,
general director of Rusteacoffee Association
Members of the Editorial Board
S.G. BELIKOVA,
PhD of Philology, Editorial Board Secretary
S.V. KASIANENKO,
chairman of the board of directors of Orimi Trade company
I.V. LISINENKO,
general director of May Company
A. MALCHIK,
chief executive of Montana kofe company
R.D. PANZHAVA,
Georgian Tea Producers Association
M. PEYRIS,
What made this possible?
International Tea Committee
EDITORIAL
V.A. TUTELIAN,
The answer is that these beans used to be picked up by hand, one by one,
deep inside the jungle habitat of wild palm civets, where animals ate
only those coffee berries that appealed to them; today in Indonesia there
are farms where civets are bred in captivity and fed a diet of coffee
berries. And I think it is time to admit that people today often buy this
coffee not for its unique quality, but for an attractive name.
What’s my point?
G.V. SMIRNOV,
general director of SDC FOODS company
A.V. ELSON,
general director of KLD Coffee Importers
Photo on a cover:
Darya Tsurkina. Wanna coffee?
Editorial Address:
It is that in order to preserve the uniqueness of coffee and tea we must
change our priorities. Instead of aiming to increase consumption, we
should strive to decrease it, so that quality doesn’t fall victim to mass
demand. Let coffee and tea become inaccessible again, let people pay
high prices for them – but, at least, every consumer will know what he or
she is paying for…
And for the mass consumer maybe we can create in the future a new,
hybrid beverage – coffeetea? It can combine all the beneficial ingredi
ents of both plants, its taste and aroma will be original, but at the same
time uniform. It will necessarily be a blend, not ‘single origin’, and so
mass production will not be able to destroy its personality.
Our magazine is ready to start a discussion about the future of coffee
and tea, and I invite all interested parties to send us their thoughts and
articles on this topic.
Ramaz Chanturiya
EditorinChief
2
Head of the Institute of Nutrition of Russian Academy
of Medical Sciences, Member of the Academy
Russia, 123060, Moscow,
Berzarina str., 36, building 2, of. 214
tel./fax: +7 495 935Ž87Ž07
www.coffeetea.ru
Printed in
Union Print, Nizhny Novgorod
Distributed worldwide among coffee and
tea producers, wholesale companies, shops, and
restaurants. Printed in Russia.
According to the registration certificate of mass
Reprinting of materials is allowed only by permission
of the magazine. The reference to the magazine
«Coffee and tea in Russia» is obligatory. The editors
don't bear any responsibility for reliability of data
placed in advertising blocks or announcements. The
editor's point of view may not coincide with the
author's point of view. All provided materials will not
be returned or reviewed.
Coffee&Tea International magazine has been included
Vserossiisky Institut Nauchnoi i Tekhnicheskoi
Informatsii (VINITI)) list of synopsis journals and the
institute's data base.
Information about the magazine will be annually pub
lished in the «Ulrich's Periodicals Directory»,
international handbook of periodic magazines and
ongoing publications.
Coffee&Tea International is an appendix to the
Coffee&Tea in Russia magazine.
A Ž advertising materials
Official coffe
Bronze sponsor
Technical sponsor
By support
3
NEWS
News from the Moscow International
Coffee Forum 2012 (MICF)
Developments in coffeeproducing countries and their impact on world market
coffeetea.ru
The Forum will host a roundtable with the topic ‘Developments in coffee
producing countries and their impact on world market’. Among the partici
pants will be heads of companies from coffeeproducing countries, well
known European coffee traders, representatives of the Russian coffee
community. The roundtable is supported by SFT Trading, Ltd.
coffeetea.ru
A workshop on ‘Green Coffee Quality Grading’
One of the central events of the MICF2012 is the workshop titled ‘Green
Coffee Quality Grading’. This workshop will introduce Qgrading, a
universal international system for grading coffee quality that has already
become widely popular in professional circles, in coffeeproducing coun
tries as well as among professional roasters. Developed by SCAA
(Specialty Coffee Association of America), this system allows profession
als from all over the world to speak to each other using the single “coffee”
language. The workshop will be led by Rob Stephen from Interamerican
Coffee (Houston, USA), who is the founder and head of Coffee Business
Solutions (Boston, USA) and a certified QGrader and grading instructor.
Assisting him will be leading specialists from KLD Coffee Importers,
Interamerican Coffee and Neumann Kaffee Gruppe’s Quality Control
Department. The workshop is sponsored by KLD Coffee Importers.
Developments in coffeeproducing countries and their impact on world market
coffeetea.ru
This topic – ‘Shall coffee shops invest in training baristas or acquire automatic
equipment?’ – will be discussed at a roundtable during the Forum. Among the
participants are Gleb Neveikin, Director of the Barista Department, CoffeeMania
(a coffeeshop chain); Anna Zfasman, Executive Director, Caffein (a coffee
shop chain); Nikolai Gotko, Chief Technology Officer, Ideal Cup (a coffeeshop
chain); Denis Yachno, General Director, Yachno Project (restaurant consulting);
Vera Ivanovskaya, Manager, McCafe (a coffeeshop chain); Igor Petrukhin,
Director of Business Development, Unitex, 'Anna Ambarova, Director, Franko.
The main objective of the roundtable is the discussion of the most likely directions
of the development of coffee shops given the rapid progress of automated
coffee preparation technologies, and the outlook for the barista profession.
Black Card is the official coffee of MICF2012
coffeetea.ru
Black Card, one of the largest Russian coffee
brands that closely watches industry trends
and innovations, made the decision to
sponsor such an important event as MICF
2012. The owner of Black Card, Strauss
Group, is a multinational food and beverage
producer; it is also one of the 5 largest coffee
companies in the world.
From the moment the company acquired the
brand in 2008, Strauss has considerably
4
expanded it and put the emphasis on quality,
convenience and attractive retail prices. The
slogan ‘Coffee ‘Black Card’ will make you
happy!’ appeals to women and helps main
tain the popularity of the brand.
During registration and presentations at the
Forum and during breaks between various
seminars the guests will be able to enjoy the
taste and aroma of the Black Card coffee and
to see the brand’s new products.
NEWS
Alternative methods of coffee brewing
coffeetea.ru
A seminar titled ‘Alternative methods of coffee brewing’ will teach
you how to expand your establishment’s coffee carte and make it
more interesting without a lot of expense; it will also show you ways
to brew coffee that will bring out the whole flavor spectrum of the
coffee bean.
The seminar will feature Tatyana Elizarova, an independent expert,
winner of multiple barista competitions, and Tatyana Guliaeva,
head of the education department of the ‘Coffee Bean’ chain. The
topics will include:
When to use alternative ways to brew coffee
The brewing process and factors that affect extraction
Alternative ways to brew coffee and the differences
between them
Methods of promoting alternative ways to brew coffee
coffeetea.ru
Coffee: secrets of roasting
If your business is coffee roasting and you want to know how the
properties of coffee change during the roasting process, you need
to attend the seminar titled ‘How grinding and roasting affect
physical properties of coffee’. The seminar, organized by Buhler
AG, will take place as part of the MICF2012.
The seminar will teach its participants about the various physical
and chemical aspects of coffee roasting and their impact on physi
cal characteristics and flavor of coffee.
Buhler AG is a supplier of lines of equipment and service for the
food industry, including roasting and sorting equipment for the
coffee sector. Its professional competence and 150year history
enable it to develop innovative customized solutions for its clients,
giving them additional market advantages.
Fresh look at coffee taste: flavour as a solution
coffeetea.ru
As part of the Moscow International
Coffee Forum (MICF) on September
17, 2012, Sjors Peters, Category
Manager
Beverages,
Givaudan
Holland, will make a detailed presen
tation on the prospects and technolo
gies for using flavor additives to
improve the taste of coffee bever
ages.
Today consumers are exposed to an
increasing number of coffee
varieties, and they are more and more
demanding when it comes to taste
and aroma. The TasteEssentials™
Coffee program, developed by
Givaudan, helps producers create
ideal beverages that fully meet
consumers’
expectations.
At
Givaudan’s booth visitors will be able
to taste interesting new coffee
flavors.
5
CALENDAR OF EVENTS
August 2012—March 2013
6
All materials are provided by support of
WWW.COFFEETEA.RU
1618 August 2012
25–28 September 2012
2122 November 2012
HONG KONG
INTERNATIONAL
TEA FAIR
PIR.
HOSPITALITY
INDUSTRY
EUROPEAN
COFFEE
SYMPOSIUM
Country: Hong Kong
City: Hong Kong
Company Page: www.hkteafair.com
Country: Russia
City: Moscow
Company Page: www.exhibition.pir.ru
Country: Netherlands
City: Amsterdam
Company Page:
http://www.europeancoffeesymposium.com
17 September 2012
2527 October
29 January 1 February 2013
3d MOSCOW
INTERNATIONAL
COFFEE FORUM
TRIESTESPRESSO
EXPO
UPAKOVKA/
UPAK ITALY 2013
Country: Italy
City: Trieste
Company Page: www.triestespresso.it
Country: Russia
City: Moscow
Company Page: http://www.upakowka.ru/
30 October–
2 November 2012
1115 February 2013
THE MIDDLE EAST
COFFEE & TEA
CONVENTION
PRODEXPO 2013
Country: Russia
City: Moscow
Company Page:
http://www.prod expo.ru/ru/registration/
Country: Russia
City: Moscow
Company Page: www.coffeetea.ru
Country: United Arab Emirates
City: Dubai
Company Page: www.coffeeteafest.com
17–20 September 2012
30 October–
2 November 2012
WORLD FOOD
MOSCOW
WORLDFOOD
UKRAINE 2012
Country: Russia
City: Moscow
Company Page: www.world food.ru
Country: Ukraine
City: Kiev
Company Page: www.worldfood.com.ua
Country: Uganda
City: Kampala
Company Page: http://www.eafca.org/wwc/
conference/index.htm
20–22 September 2012
79 November 2012
21 23 March 2013
COTECA
INDIA
INTERNATIONAL
TEA CONVENTION
TEA & COFFEE
WORLD CUP
SINGAPORE
Country: Germany
City: Hamburg
Company Page: coteca hamburg.com
Country: India
City: Goa
Company Page: www.iitc2012.com
Country: Singapore
City: Singapore
Company Page: http://www.tcworldcup.com/
14 16 February 2013
10TH AFRICAN
FINE COFFEE
CONFERENCE
& EXHIBITION
NEWS
The Coffee Industry to
converge
at TriestEspresso Expo
on 25 – 27 October 2012
representative quality MadeinItaly product, and
amplifies its international dissemination. Several months
ahead of the event, 80% of the exhibition space has
already been confirmed and shows a significant share of
international exhibitors. Green coffee producers are well
represented and several exporting Countries that are key
players in the international market in terms of either
quantity or quality have already confirmed their
participation, including Vietnam, Colombia, India,
Indonesia and Guatemala. Further evidence of the
international scope of the event can be derived from the
exhibitors’ list, which includes, along with domestic
exhibitors, also entries from Israel, Australia, Germany,
Arab Emirates, United Kingdom, United States, Poland
and Russia.
The beautiful seatown of Trieste provides an ideal
venue: the entire coffee industry is present in this city
located in the northeasternmost tip of Italy. Leading
companies in the processing and consumer sector are
located there, as are renowned decaffeination and
roasting plants like illycaffè. Ancillary industries are also
present, providing complementary products and
Research & Development services, like the analysis
laboratories of the AREA Science Park, a top technology
park in Italy.
Why has the coffee business been traditionally so strong
in Trieste? In the past Trieste came to play a crucial role in
the coffee trade thanks to its port that provided an access
to Central European countries. This favourable
geopolitical location has helped Trieste become the ideal
gateway to Europe and more specifically to Central and
Eastern Europe.
The most important event in Italy with an
exclusive focus on the espresso supply chain.
The Coffee Industry to converge at
TriestEspresso Expo on 25 – 27 October 2012.
80%
of
stands
already
confirmed:
international exhibitors from 13 Countries
The sixth edition of the most significant
businesstobusiness trade fair dedicated exclusively to
the espresso coffee industry will be held in Trieste (Italy)
from 25 to 27 October 2012. TriestEspresso Expo, the
biennial fair organised by Aries – Trieste Chamber of
Commerce, is the mustattend exhibition dedicated to
the espresso coffee trade industry, hosted by one of the
most important European coffee cities. The expo
showcases more than 200 exhibitors from the entire
supply coffee chain: coffee machine manufacturers,
green and roasted coffee producers, roasting machine
manufacturers, producers of coffee cups and packaging,
as well as accessories and service suppliers.
More than a simple brand, this is an event with a
significant added value that enhances espresso, a
TriestEspresso Expo is characterised not only by the
presence of leading international brands, but also by a
dense agenda of parallel events, which shall focus on the
most relevant trends and dynamics of the coffee
industry. Also, the opening conference will see the
participation of relevant actors coming from green
coffee producing countries, the hundredth anniversary
of the Cimbali Group, the SCAE (Speciality Coffee
Association Europe) certified workshops, during which
visitors will be able to deepen their knowledge on
espresso through practical seminars, and a series of
activities centered around coffee that will take place in
the city of Trieste during those days.
Facts and figures from the last edition are self
explanatory: 230 exhibitors, 70% domestic and 30%
from the rest of the world, have filled up the 11.000 sqm
wide area of the fair complex. During the three day
event, almost 9000 business representatives from 85
Countries visited
the fair with a +41% increase.
These data clearly reflect the original vocation of
TriestEspresso as the international showcase of Italian
espresso, an appointment not to be missed for those
operating in the coffee sector keen to see latest novelties.
www.triestespresso.it
7
TEA & COFFEE
WORLD CUP
VIENNA 2012
Julia Chanturiya
There are a lot of interesting events in tea and coffee
industry, but Tea & Coffee World Cup Europe can be
defined as a central event, which combines key market
participants every two years. We traditionally take part
in the exhibition with our English version of the maga
zine «Coffee & Tea International». This year, like last
time, the exhibition took place in Vienna and attracted
over 125 exhibitors displayed their colorful teas, robust
coffees, stateoftheart equipment and a multitude
of other related products and services. Over 2,000 visi
tors perused the exhibition, getting a first look at new
and emerging technologies and trends.
For the tea trade professional, there was access to tea
boards, certifications, new teas and infusions, tea
processing and packaging machinery, teabag material
manufacturers and allied products and accessories.
Aside from the exhibition, there were also numerous
tea special events. Highlights included a tea tasting of
PGI (protected geographical indication) teas, where
participants got to sample rare and unique teas from
throughout Asia. The Tea Board of India held their
8
everpopular Indian Tea Auction. A tea market panel
informed participants of everything from branding
and marketing trends, origin updates and market
reports.
The coffee industry was also strongly represented at
Tea & Coffee World Cup. The exhibitors ranged from
producers and exporters to roasters, machinery manu
facturers and coffeerelated accessories. On the show
floor, there was something for everyone; no matter
what segment of the coffee industry. The special
events were also a major draw, bringing in participants
from all four corners of the world. The interactive
blending and cupping workshops were a huge success,
with people getting to taste numerous types of cof
fees and learn the proper way to roast, blend and brew
each.
The next coming event Tea & Coffee
World Cup Asia
takes place in Singapore
March 2123, 2013.
9
NEWS
Best Coffee Vending in Russia
coffeetea.ru
March 14, 2012 in the 6 th International Exhibition "Vending
technologies of XXI century»  VENDEXPO2012 (Russia,
Moscow) held professional competition "Best Vending drink."
This competition has been conducted already for the 4th time,
the assessment of product quality, as in previous years, was
carried out by experts of the Central Industry Tasting Committee
(CITC) formed by the Association "Rusteacoffee". This competi‚
tion is the promotion of vending technologies, ethical standards,
improving operator responsible for the quality of beverages.
The "Best Vending drink" was awarded to the following
nominees in different categories:
Floor vending machines category:
‚ "Natural coffee ‚ espresso" ‚ "PASS COMM"
‚ "Natural coffee ‚ cappuccino" ‚ "SIBA‚Vending"
‚ "Hot Chocolate" ‚ GC "Vending Babylon" (LLC "Future Technolo‚
gies).
Table Top vending machines category:
‚ "Natural coffee ‚ espresso" ‚ "Ria Vendorz East"
‚ "Natural coffee ‚ cappuccino" ‚ "Professional and vending
machines"
‚ "Hot Chocolate" ‚ "Ria Vendorz East."
HoReCa professional machines HoReCa category:
‚ "Natural coffee ‚ cappuccino" ‚ "Professional and vending
machines"
All of the winning companies received the right to place a sign
"Best Vending Beverage" at the vending machines or the ingredi‚
ents used in the process of competitive tests.
The sign "Best Vending drink" is valid for one year.
Bloomberg Business News
Brazil Robusta Coffee Trades at Premium
as Crop Gathered
Buyers of robusta coffee from Brazil, the world’s
second‚biggest grower of the variety, are paying a premium
for the beans even as up to 30 percent of this year’s crop has
been harvested.
Conillons, as Brazilian robusta coffee is known, were
trading at a premium of 3 cents a pound ($66 a metric ton)
to the price on the NYSE Liffe exchange in London for June
and July shipments, compared with a premium of 2 cents a
pound a week earlier.
Growers in the South American country will pick 12.3 million
bags of conillons this season, up from 11.3 million bags last
year, according to the government. Estimates from the
private sector are higher, with Terra Forte Exportacao e
Importacao de Cafe Ltda., the country’s second‚biggest
exporter, forecasting 16.5 million bags.
Tea industry disappointed with Budget deprivation
articles.timesofindia.indiatimes.com
Assam's tea industry, which contributes
more than 50 per cent of the production
in the country, was disappointed with
the Union budget 2012‚13.
Though the tea sector has overcome the
difficult phase now, it is going through a
period of stagnancy at present. For rising
input costs and policy bottlenecks, the
10
tea industry in the state in not in a
comfortable position yet. Last month,
NETA, Assam Tea Planters' Association
(ATPA) and Bharatiya Cha Parishad
submitted a memorandum to the Parlia‚
mentary Standing Committee on
commerce, highlighting a slew of
measures for the state's tea sector.
NEWS
Bengal tea workers may come under MGNREGA
india.nydailynews.com
The West Bengal government is planning to bring the state's impoverished tea gardens
workers under the ambit of the 100days' employment guarantee scheme, said Chief
Minister Mamata Banerjee here Friday.
"We are planning to bring the workers of the tea gardens under the MGNREGA
(Mahatma Gandhi National Rural Employment Guarantee Act) in order to improve their
living conditions. This will enable them to get employment under the 100days' job
scheme," she said.
The government has also decided to give 16 acres of land to St. Xavier's College and 10
acres to Presidency University for campus extension.
"The land will be given to St Xavier's College will be provided at a price much below the
market rate. The land to Presidency University will be purchased by the government since
it is a government institution," Banerjee said.
When asked about the agitation over the forceful eviction of slumdwellers from the
Nonadanga area, Banerjee said: "There was a Maoist hand behind the protests. We are
against forceful land acquisition."
Many residents of Nonadanga were injured and several protesters arrested while they
were resisting the eviction drive on April 8.
Popular coffeemaker recalled due to injury risk
cnn.com
The distributor of a popular coffee
maker sold under the Black & Decker
label is voluntarily recalling the product
after 68 people reported suffering cuts
and burns, according to the US
Consumer Product Safety Commis
sion.
Nearly 1,300 consumers also have
reported the handle on the coffee pot
breaking during use, the agency said.
The coffeemaker was sold in the USA
from July 2008 until last month, when
the recall was deemed necessary.
Nine models of the Black & Decker
Spacemaker coffeemaker are involved
in the recall.
11
NEWS
Caffeine in diet of nursing mothers
would not hurt the baby to sleep
vitals.msnbc.msn.com
For years, pediatricians forbade women to drink beverages
containing caffeine, claiming that it will negatively affect the
child and break his sleep. However, recent surveys of the Federal
University of Pelotas proved the opposite, according to MSNBC.
Children are pregnant or nursing mothers do not wake up at
night, the survey 885 children born in Brazil in 2004. It turned
out even on caffeine in very large quantities did not affect the
sleep quality of children aged 3 months, according to the report
of the journal Pediatrics. Thus, the researchers interviewed the
mothers immediately after birth and checked the health of
children. Three months later the mother again took the
interview. Thus, the researchers wanted to know about
children's sleep for the last time and the amount consumed by
mothers of caffeine. Almost 20% of women consumed caffeine
in large quantities (more than 300 milligrams per day, equivalent
to 3Ž4 cups of coffee, even though the American Academy of
Pediatrics does not recommend drinking more than three cups).
Approximately 14% of the children waking up frequently Ž three
or more times per night. However, the relationship between
caffeine consumption and frequent sleep disorders in children
was not. However, it is possible that children of mothers who
love coffee, simply develops immunity to caffeine.
Seattle Times
Greencoffeebean extracts shows potential
for weight loss
In a study presented at the American Chemical Society's spring
national meeting in San Diego, 16 overweight young adults took,
by turns, a low dose of greenŽcoffeeŽbean extract, a high dose
of the supplement, and a placebo. Subjects lost an average of
17.5 pounds in 22 weeks and reduced their overall body weight
by 10.5 percent.
Joe Vinson, the University of Scranton chemist who conducted
the pilot study, said the findings should pave the way for more
rigorous research on coffeeŽbean extract's effects. A larger trial
involving 60 people is being planned.
The trial was conducted in India and paid for by Applied Food
Sciences of Austin, Texas, a manufacturer of greenŽcoffeeŽ
bean extract.
Coffee shown to prevent brain damage in diabetics,
protect against memory loss
NY Daily News
Researchers in Portugal have found that
the consumption of caffeine could
protect against memory loss associated
with advanced diabetes.
For their study, released this week and
published on PLoS One, researchers
compared four groups of mice: diabetŽ
ics, normal, with and without caffeine.
12
The results showed that pumping
caffeine Ž equal to eight cups of coffee a
day Ž in the diabetic mice accomplished
several things: reduced weight gain,
lowered blood sugar levels and
prevented memory loss specifically in the
hippocampus, an area of the brain that
often atrophies in diabetics.
NEWS
India to declare tea national drink in 2013
dnaindia.com
India will declare tea as the national drink by April next year, the
country's top planner has said.
"The drink would be accorded national drink status by April 17
next year to coincide with the 212th birth anniversary of first
Assamese tea planter and Sepoy Mutiny leader Maniram
Dewan," Planning Commission Deputy Chairman Montek Singh
Ahluwalia was quoted by local media, as saying Saturday.
Ahluwalia made the remarks in his address at the Platinum
Jubilee celebrations of the Assam Tea Planters Association in
Jorhat in Assam.
Maniram Dewan was the country's first indigenous tea planter
who also took part in India's struggle for the freedom move…
ment, he said.
India is the largest producer and consumer of black tea in the
world, with 83% households consuming the beverage consid…
ered to be the cheapest in the world after water.
bloomberg.com/
Tanzania’s Tea Production May Increase
to Record on New Factory
Tanzania, Africa’s fourth…largest tea producer, may boost output to a
record next year after a new factory is built, the Tanzania Tea Board said.
Production of the leaves may increase to 36 million kilograms (79 million
pounds) in the 12 months through June 30, 2013, from 34 million to 35
million kilograms this fiscal year, Director…General Mathias Assenga said
today by phone from Dar es Salaam, the commercial capital. A new factory
is being built in southern Tanzania with the capacity to process 1.5 million
kilograms of tea a year, he said.
“It is supplies from this factory which may boost output because produc…
tion factors may remain the same next season,” Assenga said.
Tanzania’s tea output ranks behind Kenya, Malawi and Uganda on the
continent, according to the United Nations’ Food and Agricultural Organi…
zation. Four…fifths of the leaves are sold to buyers from the U.K.,
Germany, India and the United Arab Emirates. Tanzania’s previous record
crops was 35 million kilograms in the 2007…08 season, Assenga said.
Colombia coffee chief sees output doublingby 2020
Reuters
Colombia, one of the world's top coffee
exporters, could more than double
production by the end of the decade if
its drive to tap new markets such as
Russia and China prove successful, said
the head of the Columbian coffee
federation.
The world's top producer of high quality
arabica beans aims to churn out a record
18 million bags for export by 2020,
federation chief Luis Genaro Munoz told
Reuters.
Munoz, who expects production next
year to hit 9 million sacks, is betting that
young, affluent Chinese and Russian
consumers will develop a taste for
Colombian coffee, bolstering overseas
sales that last year reached 7.7 million
sacks.
Colombia exports most of its beans to
the United States and Japan, but the
Andean nation has made inroads into
China and Russia and shipments to these
markets are on the up.
13
Ahmad Tea always fills
your sails with wind!
The traditional Ahmad Tea regatta, by now an
eagerly anticipated event in the Russian tea world,
once again took place in Croatia, the land of clear
waters, beautiful cliffs and delicious wines.
The Russian team, made up
of representatives of the
largest distributors of the famous English tea brand, landed in Split at the end of May.
The teams, fitted out with Ahmad brand uniforms,
were ready for battle – but not with the weather.
During the first half of the week the weather conditions made boat racing impossible, but the competitive spirit found other, equally exciting outlets: a
bike trip, a rafting expedition, a cooking competition. It’s always smooth sailing for the Ahmad
Tea team, even when the weather
doesn’t cooperate!
14
But when the skies cleared, the
boats sailed into the open sea and the
competition that brought everyone
together finally started. At times like
these you forget everything, except possibly for one thought in between the races:
why is everything so magical here, why
can’t I get enough of this place? Before
the start of each race, the crowds stir up
a storm of unforgettable experiences,
fueled by the enthusiasm of professional skippers… I’ll bet that these 5
minutes are the reason why thousands of people become diehard
fans of sailboat races.
15
Intense competition, monotonous work and sweet
relaxation – that is a brief but fitting description
of a typical day of any sailboat race. Add to this
being surrounded by colleagues, friends and other
great people – and you have practically no time
to sleep!
After you return home, you continue to walk like
a sailor for a while, with your heart full of great
memories… and you are already waiting for the
next race, ready to jump back into the action.
16
ANNOUNCING
Organized by:
Singapore
Returns to
Suntec International Convention
& Exhibition Centre
MARCH 21– 23, 2013
Mainstream coffee roasters and tea packers will visit Tea & Coffee
World Cup to meet with the leading suppliers of equipment, goods,
and services. Visitors will experience working machines and
equipment on the show floor.
Singapore is at the center of a massive region of coffee and tea drinking,
producing, exporting, and importing countries, including India, China,
Indonesia, Malaysia, Vietnam, Thailand, Hong Kong, and Philippines.
Singapore is the ideal central meeting place for your business.
Tea & Coffee World Cup is proud to welcome you back to Singapore for
another successful industry event!
WWW.TCWORLDCUP.COM
Tea & Coffee World Cup Exhibitions & Symposiums
26 Broadway, Floor 9M, New York, NY 10004, USA • Tel: +1-212-391-2060 • Fax: +1-212-827-0945 • Email: [email protected]
17
REVIEW&STATISTICS
in Finland
Finland remained in 2011 the
world’s most coffee thirsty country despite
slightly falling volume sales. The
overwhelming popularity of coffee means
there is relatively little market left for other
hot drinks. However, more and more people
are
interested
in
tea,
especially
non­standard tea variants.
Per capita coffee volume in Finland
remains the highest in the world
Per capita coffee consumption in different
regions and Finland
12
8
6
4
2
2011
Total volume (kg)
10
0
18
By Pasi Hannonen, Senior Research Analyst at Euromonitor International
COFFEE CONTINUES TO DOMINATE HOT
HOT DRINKS
*Source: Euromonitor International
ONLY FOR SUBSCRIBRES
REVIEW&STATISTICS
Coffee companies in Finland
Market shares (%). Retail Value, 2011
4
19
6
55
17
*Source: Euromonitor International
ONLY FOR SUBSCRIBRES
Number of specialist coffee shops and
coffee consumption in Finland
54
180
160
53
140
120
52
100
20
0
20
21
010
40
20
209
08
60
20
207
06
80
51
50
49
*Source: Euromonitor International
19
REVIEW&STATISTICS
20
Entrenched habits are hard to
change, as was proven once again in recent
years in the Baltics where consumers still
start their days with cups of coffee or tea
without putting them away for longer
periods throughout the day. Hot drinks
registered monetary gains in retail sales in
all three Baltic countries in 2011, with
Latvia’s growth being the most dynamic
(12%), followed by Lithuania (6%) and
Estonia (5%). Of all the countries, Lithuania
remains by far the largest market of both
coffee and tea, with combined on†trade and
off†trade volume sales reaching of nearly 12
thousand tones, whilst Latvia’s total market
was 6.1 thousand tones and Estonia’s 6.7
thousand tones, registering growth rates of
0.9%, 2.2% and †1.2% respectively in 2011.
By Roberta Kniuipyte, Research Analyst for the Baltic States at Euromonitor International
HOT DRINKS
CONSUMER CURIOSITY, GLOBAL PRICE HIKES AND
ECONOMIC RECOVERY DRIVE THE GROWTH OF THE BALTIC
HOT DRINKS MARKETS
in the Baltics
Consumption of Tea and
Coffee in the Baltics, 2011
tonnes
12 000
Coffee
Tea
10 000
€ mn
35
Sales of different tea types,
2011
30
25
20
15
10
5
0
Other Tea
Fruit/Herbal Tea
Green Tea
Black Tea
*Source: Euromonitor International
8 000
6 000
4 000
2 000
0
*Source: Euromonitor International
ONLY FOR SUBSCRIBRES
REVIEW&STATISTICS
ONLY FOR SUBSCRIBRES
21
ECONOMICS
THE ABCs OF
SPECIALTY COFFEE
1
I have written many times about the specialty coffee
segment in my articles on Sumatra2. But, despite my firm
conviction that most facets of this complex segment have been
explored and understood, I keep realizing how many are still
waiting to be discovered. This is what inspires me to keep writing.
And every time I write, I feel as if I have to break through a glass
barrier in order to make my thoughts clear to the reader. Whether I
succeed this time is for you to decide, dear colleagues. But I’d like to
begin by making a serious and provocative claim: there isn’t, and
has never been, a specialty coffee segment in Russia. And there is
no need to assign blame and pass judgment: let’s accept this fact
and try to understand whether conditions exist for such a segment
to appear and what we need to do to make it happen.
Andrey Elson
General Manager, KLD Coffee Importers
(Company of Neumann Kaffee Gruppe)
THE DEFINITION OF ‘SPECIALTY’
Every discussion (yes, I am inviting you to a discussion)
begins by agreeing on the meaning of key terms, so I’d like to
begin by defining the term ‘specialty’. In doing so we need to
remember that the product itself is only one part of the
market; there are also suppliers and consumers, and the
interactions between them. We need to understand how all
these components are connected, even though the connec
tions are often difficult to see from the outside. But let’s do
one thing at a time.
We begin with the definition. There are many specialty
coffee associations, and their very diversity and specializa
tion were not conducive to arriving at a single definition. I am
not going to discuss their approaches and business models,
but I assume that my own experience gives me the right to
propose my own definition. During my ten years in this
segment I have come to define specialty coffee as follows:
Specialty coffee is the coffee that has outstanding
organoleptic characteristics and such that during its delivery
from the branch to the cup the following conditions have
been met:
• The beans have been grown correctly
• Harvested in time
• Processed correctly
• The coffee has been delivered fresh to the
consumer
• The beans have been roasted correctly, so that all
their flavor characteristics have been preserved
• The end product has quality packaging
• The beverage has been prepared with love
• At every stage of this long process the parties
involved have observed all moral norms
1
The editors would like to thank the author for his permission to use this article about specialty coffee, first published in Russian in “Coffee
and tea in Russia”, Vol.3, 2012. The analysis and the conclusions therein will, no doubt, be of interest to our international readers as well.2
The author is referring to his earlier publications in “Coffee and Tea in Russia” (Vol.2, 2011, pp.2628; Vol.2, 2012, pp.2426) and “Coffee and
Tea International” (Vol.2, 2011, pp.2224) – Eds.
22
ECONOMICS
coffee to a location with
a more favorable climate
(moving it out of the
tropics before the start
of the rainy season) and
ensuring
appropriate
storage conditions with
constant quality control.
Internal dangers allow
for only one remedy:
timely
roasting
and
consumption. Thus, the
coffee
has
to
be
delivered to the roaster
on time. If air transporta
tion is necessary, then
ship it by air. All this
means that the lifespan
of coffee is not deter
mined by the time
between harvests or
between shipments. This
interval depends on the
characteristics
of
individual batches and
has to be carefully
studied.
This means also that all these efforts
should make specialty coffee recogniz
able in the cup. Not just by the label on
the shipping bag or the name of the
brand, but by its flavor and aroma,
body and aftertaste. So that even if the
consumer doesn’t guess the correct
variety, he or she will simply say, “I love
this coffee!...”
Is it possible for such a product to
exist? Most definitely, yes. In order to
convince ourselves of that, let’s look at
each stage of the process and think
about what happens there.
Coffee beans have been grown
correctly…
The world coffee community today
spends a lot of effort helping farmers
grow the coffee beans correctly. This
means that the coffee plant must get
full attention regardless of what is
happening, for example, in Greece.
The farmer must pick only fully ripe
berries even if this takes 5 passes with
the harvesting equipment or crew… or
7. At the same time, the beans must be
processed correctly. Contact with
water must be reduced to the neces
sary minimum, if it is necessary at all.
Sorting must focus on the removal of
defective beans rather than on
separating the beans by size. Only the
best beans must be picked for
shipment to the consumer. Today more
and more growers are interested in
meeting these requirements. Do you
know why? – Because they are getting
paid for it! Farmers follow these
requirements to the letter, and these
practices are slowly taking root and
becoming part of the coffeegrowing
culture. Does this benefit other players
down the line? – No doubt about it.
The beans are harvested in time,
processed correctly, delivered fresh
Coffee loses its flavor characteristics
very fast, and the better the flavor, the
faster the loss. And this attack on
quality comes both from the inside and
from the outside. You can protect the
coffee from the external dangers by
using modern packaging materials (for
example, special GrainPro bags that
preserve the quality of the contents by
reducing contact with air), moving the
The beans are roasted correctly
and timely, preserving all distin
guishing characteristics
The way from the roaster to the cup
deserves a separate paragraph. And
this is not because I doubt the profes
sionalism of our roasters and their
desire to get the best possible quality.
But I want to emphasize that roasted
coffee must fully retain all its flavor
characteristics. Even without govern
ment standards, it is clear that this is
not a place for compromises.
The end product receives quality
packaging
As you have no doubt already
noticed, at every stage of the produc
tion process the coffee must retain all
its flavor characteristics. And this stage
is not an exception. The packaging
must preserve EVERY BIT of quality. In
my opinion, high quality multilayered
foil packaging using inert gas and
pressure relief valves preserves coffee
much better than nonairtight dispens
ers made of “mystery materials”.
23
ECONOMICS
Here I would like to dwell once again
on the shelf life of coffee. We need to
distinguish between two formulas:
‘BEST BEFORE’ and ‘EXPIRATION
DATE’. The latter marks the date before
which the product is safe to use, while
the former signifies the interval during
which the product retains its best
characteristics. If the coffee must be
consumed within a month of the roast„
ing date and no later than 3 days after
the package has been open, then the
package must have a statement to that
effect. And two more points need to
be emphasized. First, some varieties of
specialty coffee cannot be available to
the retail consumer 365 days a year,
and they should be positioned on the
market as seasonal products. Second,
one should only buy as much product
as can be sold before the expiration
date and avoid buying too much coffee
and keeping it around for too long.
The beverage must be prepared
with love
All food preparation, in general,
must be done with love. Especially
coffee. We cannot affect every
individual consumer and lift his or her
spirits with every cup we brew. But, at a
minimum, we can manage not to spoil
their mood. The consumer must not
regret spending money on a product
that is 10 or even 200 times more
expensive than the “mass market”
varieties. Moreover, he or she must
experience genuine satisfaction from
consuming high quality beverage.
And here is where questions arise.
Does the quality of the beverage
depend on who makes it and how? Is it
true that only a professional barista can
bring out the true taste of coffee?
These are hard questions; all I want to
say here is that we need to open more
“coffee schools” where anyone who
wants can learn how to prepare good
coffee, and where baristas can hone
their skills. And these are very impor„
tant skills. But I also think that a coffee
lover, even without taking classes, can
still extract the very essence of coffee
beans if he or she is interested in the
brewing process, is not afraid to
experiment, to compare, to read about
24
coffee and, in the end, to produce his
or her own unique brew.
The main thing is to put your soul
into the preparation process and not to
be stingy when buying quality coffee.
About prices
It is important that the specialty
coffee consumer does not get baffled
by the fact that 100g of this coffee
cost more than 2 kg of coffee on the
next shelf. In order for this to happen,
we need to have the courage to admit
and to say clearly that specialty coffee
is not for everyone. It is an expensive
product, because every stage of the
production process requires manual
labor. The changing flavor characteris„
tics of this coffee can lead to it being
sold at a price that is considerably
lower than what was expected. And
this risk must be factored into the price
in order to avoid deception about
quality. Acceptance of the high price of
specialty coffee is also important
because it ensures that players at each
stage of the production process feel
secure about the future.
A consumer who can say, “I wish I
had never spent my money on this
junk” doesn’t need this coffee in the
first place. Any sommelier can tell you
that you do not serve gourmet wine to
someone who does not appreciate
wine; the same is true about coffee.
Are there consumers in our country
who can correctly and sincerely appre„
ciate specialty coffee? I am sure that
there are!
At every stage of this long proc
ess the parties involved have
observed all moral norms
For the majority of the requirements
listed above, no document can certify
that they have been met. But this does
not make them less important. So we
now face a question: how do we
convince the consumer (and everyone
of us is a consumer at some time or
other) that the product is unique and
authentic?
The most important thing here is
absolute trust among all parties
involved. How do we achieve this?
Ideally, we need a legislative founda„
tion for the luxury segment. But this
complex question requires close coop„
eration with other industries, and as far
as I can see, neither the legislature nor
the industry itself is ready for this step.
We need to create our own framework
from within, and base it on the princi„
ples of Accessibility, Openness and
Transparency. The first steps on this
path must be the shift towards institu„
tionality and the rejection of opportun„
ism. Of course, we cannot ban oppor„
tunistic companies outright, but we are
more than capable of creating a system
of “regulation by public opinion”.
European countries have had experi„
ence with this: public opinion plays an
enormously important role there.
Will we be able to make public the
names of those who resort to unfair
means of competition, from so called
“customs optimizations” to the
switching of varieties? Will we have
enough strength to become open and
accessible to the end consumer? How
much longer will we be saying to each
other, “None of your business”, and
allow ourselves not to interfere,
because… we don’t care? As a conse
quence of this “neutrality”, Robusta is
sold at specialty prices, the stores sell
products off the books and the
customer seeks “savings”.
The answers depend on us and on
our realization that the suppliers,
roasters, retailers and end consumers
are all in the same boat. And since we
are all links in this chain and cannot
exist without each other, we need to
work together and recognize each
other’s rights. Only when we come to
an agreement and make ethical stand
ards a part of everyday practice, will
we be able to start talking about the
creation of a specialty coffee market.
I do not know how we will get there,
and I am not sure that everyone wants
it to happen, but I care.
Do you?
Text prepared by Alyona Velichko
25
ECONOMICS
T.I.A. — THIS IS AFRICA,
OR ETHIOPIAN PROCEEDINGS*
V.Savinov, S.Boganov, SFT TRADING LTD.
If coffee were a religion then Ethiopia
could be called the promised land.
And the Ethiopians could have
proudly called their country “a good
and broad land, a land flowing with
milk and honey” from as early as the
9th century AD, from that very time,
when Kaldi noticed the unusual
behavior of his goats having enjoyed
the unknown cherry. But what is
brought about by the XXI century, is
Ethiopia developing and what is the
direction of its development? This is
what SFT TRADING team thought of
when going to EAFCA, the second
Mecca of the coffee world, in
February 2012.
Production of coffee in 2007/2012
CATCH UP AND OUTDO COLOMBIA?
One of the news thrilling the coffee society well before
EAFCA was the forecast of a peak crop in Ethiopia in
2011/12. We have to outline here that Ethiopia has always
been among the leading producers of coffee in Africa. In
2010/11, the volume of production of Arabica and Robusta
in Africa was comparable with that of Ethiopia. At the same
time we have to keep in mind that Ethiopia grows only
Arabica, whereas its neighboring rivals—Uganda,
Cote€d’Ivoire, and Cameroun—are fabulous primarily for
their Robustas. The crop of 2011/12 was in line with the
expectations: Ethiopia produced some 500,000 tons of
Arabica (8,312,000 bags according to ICO statistics). It was
the second time in the XXI century when Ethiopia was in
advance of Indonesia which produced 8,250,000 bags.
Ethiopia approached Colombia which produced some
8,500,000 bags.
* “T.I.A.—This is Africa…” From the folklore of Mzungu—European expats in Africa.
26
(thousand bags of 60 kilo)
14000
12000
10000
8000
6000
4000
2000
0
2007/08
2008/09
Africa without Ethiopia
(Arabica & Robusta)
Ethiopia (Arabica)
2009/10
2010/11
2011/12
Indonesia (Arabica &
Robusta)
Colombia (Arabica)
ECONOMICS
Colombian & Ethiopian coffee exports 2007/12
(thousand bags of 60 kilo)
12000
11104
10000
8000
7264
6000
4000
3721
3073
6698
4117
7123
7100
4929
According to different experts, some
90% of the coffee produced in Ethio pia is sold through ECX.
1901
2000
0
2007/08
2008/09
2009/10
officials this time: under the pressure
of some local exporters and interna tional trading companies the Govern ment was forced to recall its ban.
Nevertheless we couldn’t help paying
special attention to the export proce dures of the country as well as to the
mechanism of the Ethiopian Commod ity Exchange (ECX).
2010/11
Does it mean that a new coffee giant
is grown in front of our very eyes? Is it
a new competitor of Colombia? The
answer to these questions resides,
strange to say, in the very process of
the Ethiopian coffee ceremony. In
Ethiopia, a coffee ceremony is more
than a mere formality but, still, slightly
less than religion. An invitation to a
coffee ceremony speaks of high level
of respect and friendship shown to the
guest and may be treated as a
spectacular example of Ethiopian
hospitality. It is considered impolite if a
guest leaves the ceremony without
having had at least three cups of
coffee. It looks like the major part of
Ethiopia’s
population
venerates
traditions because nearly a half of
Ethiopian’s harvest is consumed locally.
But, still, a decent part of the crop is
exported, and if the recent trend of
acute growth of production and creep ing growth of consumption continues,
we will be able to assert in a two or
three year period that Ethiopia is one
of the leading producers and exporters
of Arabica in the world.
2011/12
PRO ET CONTRA OF ETHIOPIAN
COMMODITY EXCHANGE
What is a state without bureauc
racy? A mere oxymoron. In Ethio
pia, the redtape jungle of paper
work enjoys close, if not to say
excessive, attention. As the
phrase goes, “This Is Africa…”
The ban of the Ethiopian government
on export of coffee in 60 kilo jute bags
in the late 2011 brought Ethiopia to the
first lines of coffee news. Traders a
nd roasters thought of the gloomy
prospect of renunciation of mixed
containers and installation of special
capacities for handling green coffee
coming in big bags or in bulk. A univer sal conspiracy has been spoken of once
again—that
is,
of
Ethiopian
government’s
links
with
large
businesses and their struggle against
small roasters representing the
specialty coffee industry. However
God didn’t take the side of Ethiopian
Activity of the participants during
trading hours (the organizers of our
trip gave us the unrivalled opportunity
to visit the main trading floor of the
exchange in Addis Ababa for which we
are deeply grateful), the twinkling of
quotes and symbols of coffees traded,
as well as the quantity of deals made
every minute allow us to trust such
statistics. This seeming chaos of abrupt
gestures and shouts in Amharic is in
fact well directed and managed.
In theory, the procedure of the goods’
movement from a farmer in a small
Ethiopian village to the export customs
point in the port of Djibouti looks as
simple as that: the coffee arrives at a
certified warehouse where it is graded
by exchange specialists, then it is sold
during trading hours to exporter who
pays the farmer and issues export
documentation—and farewell, coffee!
But, as usually, the devil is in detail.
The certified warehouses of ECX —
called the delivery centres—are spread
throughout Ethiopia in a way so that
Skeptics will object that such a
forecast is way too optimistic, that
apart from the above on the agenda
there are resumption of growth of
Colombian
coffee
production
(however expected for 3 years
already), and the growth of production
of other Arabica producers aiming to
head the list of the leading exporters —
Peru, Mexico, and Honduras. In any
case, we believe that conductive condi tions in Ethiopia as well as investments
in the infrastructure of the country
made by Chinese and European
companies will help Ethiopia to take its
place in the list of the top coffee
producing countries.
27
ECONOMICS
coffee from one region is collected in
one warehouse. Say, coffee from Yrga
Cheffe, Wenago, Kochere and Gelena
Abaya is collected in the delivery centre
of Dilla, coffee from Sidama region—in
delivery centres of Hawassa and
Soddo, and coffee of Harar—in Dire
Dawa. Exchange warehouse guaran
tees that the farmer receives timely
payment from his buyer and therefore
the farmer doesn’t need to control if he
receives his payments in time. The
warehouse will also give to the farmer,
apart from receipt note, information
on current prices and harvest in other
regions of Ethiopia. Exchange ware
houses are thus disseminators of infor
mation which is extremely important
for small producers who are not well
informed about the overall situation in
the country.
Once the coffee is delivered by the
farmer to the warehouse, all informa
tion about its origin becomes confiden
tial, and the future of a given lot is in
the hands of the exchange warehouse
specialist. We have to underline that
the system of grading in the exchange
warehouses of ECX is overcomplicated
and at the same time relies on personal
assessment. The good thing is that the
warehouse specialists deal only with
coffees from their “home” region
where they possess exclusive empiric
knowledge. However the result of their
activity is wellknown to the whole
coffee drinking world: Ethiopian
coffee grading stereotypes are left in
the past. It is outdated to refer to first
and second grades as representing
washed coffee and to fourth and fifth
grades—as
representing
natural
coffee. Today the grade is likely to
specify not the processing method but
the number of defects, shape and color
of beans and the twolevel assessment
of quality of the beverage.
28
So, when a coffee receives its grade,
the warehouse sends a note to the
exchange showing quantity of the
coffee, its grade and region of origin.
Unfortunately the exporter will be able
to cup the coffee and evaluate the
quality of the warehouse’s specialist
work only after having purchased the
lot. What is happening therefore is that
the final buyer purchases the lot
blindly, and the most important
element of assessment of coffee—
cupping — is excluded from the process
of purchase. Furthermore, detailed
information on the lot’s origin will
remain unavailable for the buyer even
after he has purchased the lot, which is
hardly understandable—T.I.A…
Let us briefly summarize the above.
On the one hand, the Ethiopian
Commodity Exchange is a generally
accepted tool for controlling the
quality of the coffee which serves its
turn well, and in the world market
there is no coffee capable of depreci
ating the brand of Ethiopia. Exchange
becomes the guarantee of transpar
ency of transactions and timeliness of
payments and coffee deliveries
between the buyer and the seller. Also,
the exchange is responsible for filling
the Ethiopian budget with coffee
money. But on the other hand, the
procedures adopted by the exchange
for coffee grading do not allow the
exporter and his counterparts to fully
evaluate the coffee before buying it.
Still there are some ways to minimize
the harm inflicted by the exchange
procedures to the final buyer. A
beneficial strategy is to interact with
those Ethiopian partners who have
significant experience and well
established links with all the coffee
growing areas of the country. In Ethio
pia, no one hesitates that once it’s
known when a coffee is set for an
auction, a professional will have little
difficulty in revealing its hidden
attributes: botanical variety of coffee,
exact origin, and, what is most impor
tant, the taste profile of the lot.
SAY “EAFCA”—MEAN “AFCA”
The hospitable hosts of the confer
ence prepared another surprise for the
participants: according to the results of
the conference, EAFCA will transform
to a panAfrican coffee union of 11
countries, thus it is more reasonable to
call it AFCA today. What is remarkable
is that today the association is formed
not only by familiar to us all coffee
producing countries from East Africa
but also by so rarely mentioned coffee
countries as SouthAfrican Republic
producing some 5 containers of coffee
per year, and the Democratic Republic
of Congo. Those seeking for rare
coffees shouldn’t trouble: as we were
told, all the coffee produced in the
SouthAfrican Republic is consumed
domestically. T.I.A.!..
THE FUTURE OF THE ETHIOPIAN
COFFEE
We said much about the volume of
production of Ethiopian coffee, about
the panAfrican integration and the
internal Ethiopian bureaucracy. But an
inquisitive reader is likely to ask: “But
what is the future of Ethiopia, after
all?”
We learned the answer when we got
acquainted with local enthusiasts ready
to do their job irrespective of interna
tional environment or decisions of their
governments. One of such meetings
was truly unforgettable, when we met
one of the Ethiopian coffee profes
sionals, Mr. Abdullah Bagersh. We
talked to him during cupping when the
conference was over. When we tried to
assess together the diversity of tastes
and feelings which Ethiopian coffee
can bring about we suddenly realized
afresh that if there are no profession
als who do their job with love and joy
there can be no excellence in quality of
the product. Which in its turn means
that devoted professionals are the
basis of that high quality coffee future
where Ethiopia strives to land up.
See more about grading of Ethiopian coffee at ECX
website at http://www.ecx.com.et/downloads/
Contracts/Coffee/CoffeeContracts.pdf
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29
ECONOMICS
FUTURE GLOBAL
COFFEE TRENDS
While the amount of tea that consumers drink is around twice that of coffee, coffee generates by far the
most retail value. Coffee's dominance of hot drinks in retail value terms is set to remain unchallenged as the
category is being driven by different coffee formats which have focused on convenience and premium innovations.
By Richard Haffner, Head of Beverages Research, Euromonitor International
Over 20112016 coffee is set to be
the fastest growing of all hot drinks catego
ries in every region except Asia Pacific and
North America. In Asia Pacific, coffee retail
value growth is projected to slightly trail
that of tea (23% for coffee compared to
26% for tea in constant US$ terms). In
North America, the tea category is growing
from a much smaller base. Only around one
dollar in tea retail value was generated for
every five dollars in coffee in 2011. Over
20112016, tea is projected to grow by 13%
compared to 9% for coffee.
Convenience and premiumisation
drive growth
Coffee is gaining value in the
teadominated region of Eastern Europe
thanks to the instant coffee category which
includes premeasured amounts of creamer
and sweetener. Although North America is
a mature coffee market, the convenience
and premium nature of the pod format,
which has been growing in popularity in
Western Europe for several years, is now
generating excitement in North America.
In fact, coffee retail value in Eastern Europe surpassed that
of North America in 2010. Over 20112016 Eastern Europe will
increase its lead over North America in terms of coffee value
sales, growing by US$2 billion compared to around US$1
30
billion for North America. Perhaps surprisingly, over 75% of
coffee value growth is projected to come from Russia,
traditionally a teadrinking country. It is the convenience of the
instant format that will be the main contributor to growth.
ECONOMICS
In the mature North American market coffee retail
value in constant terms is projected to grow by only 9% over
20112016. However, over twothirds of this growth is
projected to come from pods, a category which is expected to
achieve a 77% increase over this period. The growth of coffee
pods is being driven not only by the convenience of preparing
an individual cup of coffee but also by providing coffee
house quality at home at a better price than in a foodservice
outlet.
Fresh ground coffee pods will also drive future
growth in Western Europe. As recently as 2006, fresh ground
coffee pods accounted for just a 10% share of coffee retail
value sales. By 2011, this share had risen to 21% and by 2016
coffee pods are expected to command a 26% share of coffee
value.
lowpriced alternative to Nespresso, the cost of the coffee
machine is still proving to be something of a problem for the
Brazilian consumer.
Successful innovations mean a bright future
Coffee's different formats offer consumers a range
of benefits, and it is these benefits, ranging from the
convenient preparation of instant coffee to the premium pod
format, which are supporting coffee growth. Coffee is
penetrating traditional tea markets and is also able to grow in
mature markets because of these valueadded consumer
benefits. Despite large mature markets, the future profitabil
ity of coffee is likely to increase almost as quickly as in the
past.
Over
20112016,
coffee pods will account for
around 75% of coffee value
growth. Clearly, the conven
ience and quality of this
relatively new format can be
perceived as a valueadded
addition to a mature coffee
category by consumers in
developed markets.
Rising incomes in devel
oping
markets
also
contribute to growth
In Latin America,
coffee is the dominant hot
drinks category and is also
projected to be the fastest
growing
over
20112016.
Although coffee is more than
double the size of other hot
drinks, the next largest
category due to the popularity
of mate primarily in mountain
ous regions, it is also expected
to grow at a faster rate,
posting 29% retail value
growth
over
20112016
compared to 21% for other hot
drinks. Brazil will account for
the majority of this growth
(almost two out of every three
US dollars).
Showing the versatil
ity
of
different
coffee
formats, growth in Brazil is
being driven by standard fresh
ground coffee. A strong
coffee culture and rising
incomes are supporting the
growth of standard fresh
ground coffee. While Nestlé
recently introduced the Dolce
Gusto pod system as a
31
WHO IS WHO?
IMPROVE YOUR BUSINESS
OPPORTUNITY WITH DOUBLE
CHAMBER KNOTTED TEABAGS
TEAMAC
Located in the well known packaging valley in the Bologna area, Teamac S.r.l
is representing a reality in the vibrating world of tea. The new idea of MD20
filter bag is a synthesis of tradition,innovation and competition. Starting from
the traditional non heat sealable double chamber bag, the MD20 guarantees,
for the first time, a pure and natural flavor of tea with an ecological tea bag
and a faultless thread's fixing.
TeamacÖ teabagsÖ innovationsÖ inÖ theÖ
teaÖmarket:
• Company
Teamac has been established in 2002,
after having been previously developed
by an Italian entrepreneur Alberto Daunisi,
who applied the right ideas for a new
revolutionary ecological tea bags. Today
Teamac belongs to the Marchesini Group,
one of the biggest industrial group for
packaging machines, with 18 companies
and 1000 employees in the world
producing and selling since 1974 high
technology for food, pharmaceutical and
cosmetic markets.
versatility and realistic price. For this
reasons we are currently producing two
machines models: the new MD20 and
the new versatile MD20 Plus.
MD20 is the simple way to produce
double chamber teabags with string and
tag wrapped into 3 side heat sealed outer
envelope. Machine can be equi pped with
customized exit system (sli pway channel,
counting system and manual removal) or
with the automatic cartoning attachment.
MD20 Plus called “versatile machine” can
produce on the same machine naked
bags, heat sealed outer envelope and
crimped outer envelope (Picture 2).
Picture 1
Picture 2
Picture 3
• Idea of innovations
Teamac idea born to give to the market
the opportunity to produce double chamber teabags without using any metal
staples or other additional or contaminating materials, the MD20 fixes the top
fold of the bag by two subsequent
knots made by the same connecting
thread (without auxiliary thread). This
innovative feature offers to the tea
packers the most competitive manner to
satisfy the new market's demands.
Because two knots on the filter bag are
much stronger and much better than one
single knot or one single loop (Picture 1).
The success of Teamac machines has
been immediate and growing year by
year, today the company has installed
almost 120 machines in all over the world
(from Europe to USA, Asia and Africa).
Teamac teabags feature is without aluminum staple, without thermoplastic mylar
and without heat sealable filter paper.
Machine is equi pped with standard
carousel able to fill the stack of teabags
inside the pre-glued cartons in single or
multi rows. If required, it is possible to
attach at any time the standard cartoning attachment unit that can run flat
blanks cartons in complete automatic
way.
Cartoning unit of both MD20 and MD20
Plus can be easily adapted to run all of
the major carton box style, from standard tuck-in, to fli p-top closure system, till
the top and lateral tear-off (Picture 3).
The production speed of both machines
is 200 bags per minute with naked bags,
heat sealed envelopes and crimped
envelopes. In order to guarantee for
customers high quality standard, all of
the machines parts are manufactured in
Italy inside specialized factories of
Marchesini Group , with direct consequence in term of efficiency,reliability and
top quality.
Teamac machines by means special
knotting system can allow customer save
money on both raw material and spare
parts costs compared to the main
the main spare parts components are
stored for a rapid delivery in all over the
world and team of highly specialized
mechanic and electronic technicians are
always available for an immediate assistance. S ervice are available in most of the
worldwide countries with focus on
customer satisfaction. Not only, but in
many countries Teamac can supply a
local technical service through specialized
technicians trained in Italy. Teamac
presence in Russian market are well
represented by an exclusive agent
located in Moskow, the Company
OOOKAYAN, contact Mr. Anupam
Tel: +79857685571
E-mail: [email protected]
• Machines
Considering the strong nowadays market
Teamac has developed different solution
to meet customers need in both way:
32
competitors.
• Sales & After sales
Teamac is close to each customer with
representative offices in more than 20
worldwide countries that, working
together with Teamac and subsidiary,
everyday can provide the right solution to
meet the customer needs. Often
happens to help the customers to
develop packaging alternative and
solutions. Besides the best price per value
available on the market nowadays
Teamac is boasting very well efficient
customer after sales service built on solid,
lean and prompt-reactive structure. All of
• Finally why Teamac?
- For supplying good and quick after
sales service.
- For saving costs in raw materials.
- For saving costs in spare parts and
maintenance.
- For having a competitive product with
the best price per value and (why not?)
a touch of friendshi p.
33
PRIVATE VIEW
SMILE,GENTLEMEN,
SMILE!
Prepared by Alyona Velichko
Jerry
Ruditzer’s
resumé
includes many facts, but three will
stand out (in reverse chronological
order): he is the owner of the ‘Simple
Pleasures’ restaurant, the founder of
the first Russian coffee chain “Coffee
Bean” and he is a son of people who
emigrated from the former USSR who
chose to return to his homeland. Few
people know that he enjoys spending
time with children, appreciates good
food, the sea, the sun and smiles.
Some may think that he is a
man of contradictions: he drinks coffee
to get energized but also to relax and
be in the moment; he is flexible when it
comes to considering alternatives but
firm when it is time to choose the right
one; he’s made it to the top but this never shows in his relations with people. But, really, all these characteristics
contribute to the colorful personality of an extraordinary man who generously agreed to share his personal views
on life with C&TI.
I believe religiously in the democratic ideal of
the equality of all people, and this makes it easy for me
to use the informal pronoun ‘you’ with strangers right
away.1 This puts me on the same level as the person I am
talking to, thus removing any presumption of a hierarchy.
Another reason for this is that in English, the pronoun ‘you’ is
used as both a formal and an informal form of address,
which suits me perfectly.
When you are in charge, the inequality is there,
of course, primarily with respect to the responsibility for
your decisions. The leader bears most of the responsibility,
which explains the fact that sometimes he or she has to be
firm when making decisions and acting on them. People
often complain that I am inflexible in my decisions. But they
sometimes fail to realize that the leader sees the big picture,
bigger than the other team members. He or she may see
things that are invisible to others. There is never a shortage
of opinions, but the decisions must be made by those who
see the big picture and who will bear responsibility for the
consequences. It is only later that people start realizing that a
particular decision was the correct one.
Besides confidence in my decisions, another
component of success for me – seemingly in contradic
tion to what has been said before – is flexibility. Flexibil­
1 In Russian, there are two secondperson pronoun forms: singular and plural. The plural pronoun is also used as a polite or formal way of
addressing an individual. – Eds.
34
PRIVATE VIEW
ity, most importantly, in your approach to life. If you are
flexible, you can always find a way out of any tough
situation.
And the third component of success for me is
QUALITY. Quality of the product, quality of the relation
ships, quality of service. Leadership in quality has a price:
persistence and patience. It is easy to give up striving for
quality: after all, quality requires constant effort. These
three approaches to life – confidence, flexibility, quality –
allow me to be successful at what I do and to enjoy myself
doing it.
But work is always just work. Although inter
esting and exciting, it cannot be all that there is to life. I
admit that children are the most important part of my
life. They taught me many things, but first and foremost –
to love and to be patient. A friend of mine said once, ‘You
realize that you love your children not when they are born,
but when you watch, in silence, as your son puts butter on
his bread and then drops the bread on the floor several
times.’ When my children taught me to be patient, it
changed my attitude towards my work and towards my
employees.
Employee training has always been a primary
goal for me. When we first opened our doors what seems to
be ages ago, in 1996, our first customers were shocked to
see our friendly and smiling personnel. Many patrons would
leave the shop only to come back to ask the barista, ‘Why in
the world did you say ‘hello’ (or ‘goodbye’) to me?’ The
owners of other restaurants used to bring their managers to
us and tell them: ‘Look at how everyone is smiling! This is
what customer service should be like!’ Today people forget
that service with a smile has not always been the norm, and
young people take friendly and polite service as a given. I
think that Coffee Bean can take credit for the emergence of
customer service culture in Russia. Or I’d better say
‘reemergence’, since before the Russian revolution of 1917
this culture had already existed. I see my personal contribu
tion in this. It is important to me to do what makes people
happy and improves their lives, in Moscow or in any other
city.
I have never made it my goal to be a trailblazer,
this is not the most important thing to me. I simply had an
idea that came to fruition as a quality coffee retail store and
then as a coffee house. To be the first in quality in your
business, to get recognition from customers – this is what is
truly important to me.
Relatively recently I made a very interesting
discovery about the educational process. Many people
know that we are very serious and meticulous about educat
ing our personnel. The employees should know WHAT they
serve to the customers and also know HOW to do it. Some
times I had to be quite firm in trying to teach people the
fundamentals of customer service. For many years I
attempted to have every little detail under my personal
control, and it was very difficult. But 4 years ago we decided
to expand from Moscow to the regions, and I realized that I
would not be able to control everything because of the
distances involved. Then I started building a framework with
greater freedoms for the employees. Gradually, I let go of
the reins and the people that we have groomed took on a
larger share of responsibilities. It turned out that the more
freedom you give people, the more responsibility they take
on and the greater the quality of their work. Of course, it
does not mean that you “throw a person overboard” and
watch them swim to shore by themselves. This was the
purpose of all the preliminary work that we have done.
I believe that everything happens the way it
was supposed to happen. This is not fatalism, but rather
faith in life. This is why I do not regret anything and have no
desire to change things. What happened happened, and it
could not have happened otherwise. I prefer to think about
how I am right now and what I would like to see in the
future. And I strive to be maximally aware of WHAT I do and
HOW I do it.
My formula for success – “global stupidity” (as
it may look to someone from the outside) plus the confi
dence that I can do anything I want in life. This is what
gives me the ability to do the things that I do. For example,
my desire to come to Russia and start doing business here. I
did not for a moment think that something was impossible.
If I had an idea or a thought or a desire, I never had any
doubts about whether I can make things happen.
Sticking to your own ideas and vision is more
important than satisfying every request of your
customers. People often say, ‘It would be great if you had …’
And many establishments rush to meet these requests. But I
have seldom seen this work. Rather, the opposite happens: it
almost never works. I am more and more disposed to believe
that what works is a small but well thoughout proposal. This
is the reason I like Apple so much. They are maximally
focused on a certain category of products, and they really
stick to their style. And their quality is superb exactly because
they do not spread their efforts.
More often than not, consumers do not know
themselves what they want, and you have to be able to
make demand follow supply. If someone in the 1980s
were shown a cell phone and asked if he or she wants one,
you would most likely hear the reply, ‘Looks amusing, but
what do I need this for? Whom am I going to call?’ And look
what happened 30 years later: even children cannot go to
school without a cell phone. When we opening our coffee
house, we would tell our friends about it, and they would
ask, ‘What else besides coffee are you going to sell?’ And
when they would hear, ‘Nothing, just coffee!’, they would
be surprised and say, ‘This is impossible! No one will come to
your place. Why would anyone go and drink coffee in a café
when they can drink it in their own kitchen with friends?’ But
look at the world today: how much coffee is sold today in
coffee houses. And if you had told someone that customers
would pay $4 for a cup of coffee, no one would have
believed you.
But without quality product and quality service
the longterm prospects of a business are dim. Many
people make big and quick money selling substandard
goods. But this kind of business will never last. And we
should remember this when we build ours.
35
HORECA
SCAE World of Coffee
called champions
The four day SCAE World of Coffee event
took place in the Messe Wien Convention
Centre, Vienna (1215 June) attracting
four and half thousand visitors. In those
days Vienna gathered the best of those
who made coffee their profession.
During the exhibition was held the 13th in
a row Barista World Championship (WBC
2012), which brought together the best
representatives of the barista profession.
The competition was attended by 50
participants from 50 countries, and only
six finalists had a chance to win the
desired title. World Barista Champion was
named Raul Rodas from Guatemala.
Three further world championships were
hosted during SCAE World of Coffee:
 World Brewers Cup  1st: Matt Perger,
Australia;
 World Cup Tasters Championship  1st:
Cory Andreen, Germany;
 Cezve/Ibrik Championship  1st: Zoltan
Kis, Hungary.
This year also saw an introductory event,
the Coffee Roasting Challenge, this is the
precursor to the 2013 World Coffee
Roasting Championship. This competitive
event is designed to feature the talent
and skill of individuals involved in the
artisan craft of roasting speciality coffee.
During the SCAE World of Coffee were
conducted not only the exhibition and
competitions, but took place many
interesting activities: conference "Coffee
Business",
the
Speciality
Coffee
Photo: Rick Forrestal www.rickforrestal.com
36
HORECA
Association of Europe staged several
awards ceremonies over the four days
including the SCAE New Product of the
Show Awards, SCAE Awards for
Excellence and the SCAE Photography
Competition Awards. The workshops
attracted
hundreds
of
attendees,
offering courses in Roasting, Barista
Skills, Setting up a Coffee Bar, to Sensory
and Cup Tasting, and Green Coffee, to
name a few.
The coffee community also gathered at
the many social events designed to
celebrate success, reward excellence,
relax and network. Particular highlights
were the Welcome Party and the Coffee
Kids reception, with great auctions,
beverages and abundant feast. Austrian
Coffee Company, Julius Meinl celebrated
their 150th Anniversary and celebrations
took place throughout the week ending
with a high profile party in a bespoke
‘giant espresso machine’ located in the
heart of the city. As part of these
celebrations last year’s World Barista
Champion,
Alejandro
Mendez
accompanied
by
Brazilian
dancers
entertained the excited crowd of
spectators and guests.
The social events concluded with the final
night Sweet Fantasy Barista party, an
opportunity for baristas, volunteers and
show staff to toast a hugely successful
week for all.
It’s planned that SCAE World of Coffee
2013 will take place in the spectacular
location of Nice on the Cote d’Azure,
France. The WCE also announced that
they will be bringing the World Latte Art
Championship, World Coffee in Good
Spirits Championship, World Cup Tasters
Championship and brand new World
Coffee Roasting Championship to SCAE
World of Coffee, Nice 2013.
37
NEWS
Queen reopens Greenwich tea clipper
BBC
The Queen has reopened the Cutty Sark in Green
wich. The clipper, which has been restored at a cost
of about £50m after being closed for six years, was
hit by a fire in May 2007 which caused damage put
at £10m.
After the Queen unveiled the restored Cutty Sark,
Richard Doughty, director of the Cutty Sark Trust,
described the vessel as "spectacular" and said: “We
have a ship fit for the Queen and we're very proud
Her Majesty and the Duke of Edinburgh have come
to open the site.”
The Cutty Sark Trust, which received funding from
the Department for Culture, Media and Sport and
the Heritage Lottery Fund, as well as donations from
the public, aims to present the tea clipper as it would
have looked when it was launched in 1872.
Starbucks elects Robert Gates to board
NY Daily News
Starbucks has appointed former U.S. Defense
Secretary Robert Gates to its board of
directors, the coffeehouse chain said Wednes
day.
Currently the chancellor of the College of
William & Mary in Virginia, Gates was elected
to Starbucks’ board and will serve on the
nominating and corporate governance
committee.
The move comes at a time when Starbucks is
rapidly growing its presence overseas, particu
larly in China.
“We are honored and humbled to be adding
this distinguished American leader to
Starbucks’ board of directors,” said Howard
Schultz, Starbucks’ chair, president and chief
executive, in a statement. “Secretary Gates has
devoted his life to serving our country and our
next generation of leaders and public servants.
His unique global perspective and more than
four decades of distinguished public service
will complement and strengthen our board as
we accelerate our global growth and expand
our commitment to the communities where
we do business all around the world.”
Gates, a Presidential Medal of Freedom
winner, served as Secretary of Defense from 2006 to 2011. He
was the first defense secretary to serve under presidents
representing both political parties: George W. Bush and
President Obama.
He also served as president of Texas A&M University between
2002 and 2006, and was head of the Central Intelligence Agency
38
from 1991 to 1993.
Gates, in a statement, said, “I have Starbucks to thank for
keeping me caffeinated through many long days and nights
during my years in Washington and couldn’t be more proud
about the opportunity to play a part in helping the company
navigate our increasingly complex world in the years ahead.”
NEWS
Make mine a skinny cappuccino!
London’s Daily Mail
Measuring just 5ft across and with space
enough for only two seats and a ledge for a
table, this could just be the world's smallest
coffee shop.
Owner Adam Lowiss, 28, says his Little
Espresso Co can accommodate just four
people at any one time  two seated and two
in the queue.
He currently serves just 35 customers a day in
Lincoln city centre with clients clamouring
for space on two stools and an 80cm ledge in
the the 2m sq area.
Guinness World Records have received his
application for the record and is set to beat
off competition from a shop in East Anglia.
A chartered surveyor will now confirm its
dimensions to Guinness and the record is set
be verified within two weeks.
READ MAGAZINES
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39
TASTER`S CHOICE
HoReCa
All previously considered
approaches to planning the
tea service in a restaurant
relied on the wildly implau
sible assumption that the
restaurateur can always
find the tea and the equip
ment that ideally suits his or
her
vision.
These
approaches are fine and
even desired theoretically,
but in real life the restaura
teur has to design the tea
service using a limited
number of components.
Thus, the first task is to
select the teas, the teaware
and other accessories.
НОВОСТИ РЫНКА
The choice should be guided
by two kinds of considera
tions: consumer and profes
sional. Consumer qualities
of tea (or of teaware, etc.)
are qualities that are attrac
tive to the customers of the
establishment. Professional
qualities are not important
for the guests, but impor
tant for the restaurateur.
Usually, qualities of the two
kinds simply complement
each other, but sometimes
they may conflict.
Denis Shumakov,
Specialist, Turquoise Tea Group
40
40
TEABASED
GASTRONOMICAL
COMPOSITIONS AND THE
INFORMATIONAL
STRUCTURE OF THE TEA
CARTE
TASTER`S CHOICE
1. CONSUMER QUALITIES OF TEA
We will consider these qualities in the order in which the
customer typically encounters them: he or she first learns
about the tea (from the tea carte or from an employee), then
looks at the tea, then drinks it and, finally, either remembers or
forgets it.
1.1. INFORMATIONAL ATTRACTIVENESS OF TEA
Informational attractiveness of tea is the set of natural and
acquired formalized qualities of tea that allow the customer to
select a beverage according to its name and description.
Natural characteristics are most frequently connected with the
place of tea in gastronomical culture and culture in general.
Such characteristics include the fame of the tea, its fashiona
bleness and its uniqueness. Typical examples of famous teas are
Earl Grey and (to a lesser extent, of course) Darjeeling. Great
examples of fashionable teas are Tie Guan Yin, Da Hong Pao
and Puer (and Milk Oolong, of course). With uniqueness things
are a bit more complicated. In order for the uniqueness to be
attractive, it must be easily recognizable by someone without
any special knowledge of tea. Take for example, black tea
produced in Japan: it is unusual, but this unusualness will be
recognized only by specialists and is unlikely to attract a guest
of the restaurant without special explanations – and, perhaps,
even with them. But the uniqueness of the black tea made from
leaves bitten by greenwinged Leafhoppers (Cicadellida) on the
surface and is suitable for immediate commercial use.
The acquired characteristics of the informational attractive
ness of a tea are created by the sellers of the tea and by restaura
teurs themselves. These include a description of the tea that
goes beyond its formal characteristics, gastronomical recom
mendations on how to use this tea, advice and warnings about
the impact of this tea on health. In other words, all the things
that should be included in a welldesigned tea carte.
Thus, when the suitability of a tea for use in a restaurant is
being determined, one must evaluate its natural informational
attractiveness and evaluate the possibilities for creating an
acquired attractiveness. It needs to be pointed out, also, that
the acquired attractiveness of a tea is a significant component
of the value added by the seller and the restaurateur. Of course,
this doesn’t mean that in order to increase the profitability of a
tea it is enough to make up pretty stories about it (fortunately,
this method woks less and less often). Quality information
always depends on quality products and quality service – a good
quality tea and an interesting tea service (the design of which is
not only a significant, but the main component of the above
mentioned profitability).
1.2. THE VISUAL IMPACT OF TEA
The visual impact of a tea fully depends on the way the tea is
served. Even visually optimal teas (bundled “blooming” teas)
make no sense without suitable teaware. That’s why, when
evaluating the visual impact of a tea, the restaurateur has to
immediately determine which teaware and which way of
serving the tea will maximize its visual impact. The impact can
even be created from nothing, since many good teas are not
visually attractive to the average consumer.
1.3. TASTE, AROMA AND AFTERTASTE OF TEA
At first sight, the requirements for the organoleptic character
istics of tea are simple: the taste, aroma and aftertaste of tea
must be great, and that’s all. But this “that’s all” is crushed by
the reality of different people having different habits and
tastes. Plus, tea often requires high precision during the
brewing process, reacting to small deviations by drastically
changing its flavor characteristics. From the reliability and
automation perspective, tea is a fairly problematic product for
restaurants.
It seems to me that it was the desire to always get the same taste
that led to the proliferation of “uncompromisingly flavored”
teas. They are impossible to brew incorrectly. Wild strawberry,
orange, piña colada flavors are guaranteed to stay strong, so
strong, in fact, that individual taste preferences of different
consumers will not matter anymore. These overflavored bever
ages are one way to solve the taste stability problem. But let’s
assume, shall we, that the restaurateur doesn’t think that his
guests are idiots, that he is striving for perfection and is
planning to make money off it. In other words, he prefers to
work with good tea, and has already resolved all the taste stabil
ity issues.
Good tea is almost always a product with delicate and diverse
taste and flavor characteristics. And in order to allow restau
rant patrons to fully enjoy these characteristics, their experi
ences must be directed. We are back to the idea that every tea
served at a restaurant must be accompanied by a description.
This information can be included on the label, on the tea carte
or conveyed directly by the tea sommelier – it doesn’t matter.
The main thing is to make sure that guests know that the tea
they are drinking has a flowery note with hints of wild herbs
and a pleasant buttery flavor (this example is fictitious). This
verbalization will allow the tea drinking experience to be more
deliberate and will give the restaurateur one more point of
contact with the guests.
1.4. MEMORABILITY AND COMMUNICABILITY
The memorability of tea is the result of all the aforementioned
consumer characteristics. It is obvious that if a guest is
interested in a tea, impressed by its appearance and delighted
by the taste, he will remember this tea. And next time he will
order it again (and this is good). Or try a different tea, because
he already trusts the establishment (this is also good). And,
given a chance, he will tell other people about this tea (and this
is simply wonderful). But here we need too keep a small but
important point in mind.
Tea served in a restaurant must have a name or a distinguishing
characteristic that is easy to remember and communicate to
others. A name like 'Mi Lian Xian Dan Tsun' will, no doubt,
impress and amuse the guests, but reordering this tea and
telling other people about it will present an obvious problem.
The same tea named ‘Honey Orchid’ (however ostentatious the
name may sound) becomes more “communicable”.
The description of a tea should not have too many complicated
names and terms: when choosing between professional termi
nology (which certainly adds respectability to the tea carte) and
pleasant human words, the latter should be reasonably more
numerous.
1.6. THE PRICE OF TEA
The price of tea (of the tea experience) has to be attractively
high, and not just for the restaurateur, but also for the guests.
High price of tea is most often taken as one more sign of quality
and sophistication, and one should not be ashamed of this price
or try to hide it. And to ensure that customers are not turned
off by the high price of tea, we need one last consumer criterion
of quality.
41
TASTER`S CHOICE
HoReCa
1.7. THE PERSUASIVENESS OF TEA
The persuasiveness of tea is the allinclusive
subjective criterion of quality which, essen
tially, determines the answer to the question,
‘Will the guest order this tea (this tea service) at
this price?’ The persuasiveness of tea is the sum
total of all the abovementioned factors and it
can, to a large extent, be controlled – first and
foremost, by increasing the informational
attractiveness of tea and its visual impact.
2. PROFESSIONAL QUALITIES OF TEA
As mentioned above, professional qualities of tea
most often complement its consumer qualities,
although sometimes the two come into conflict.
The ideal tea, of course, would not have any such
conflicts and would be liked without reservations
by the guests as well as by the restaurateur.
Unfortunately, I have never seen such a tea, so
we need to look for compromises. Luckily, they
are not hard to find.
chooses between a high profit margin with no
extra effort and a high amount of profit earned
by turning tea into a teadrinking experience.
2.2. THE EASE OF ACCOUNTING, CONTROL
AND PLANNING
The restaurant business, as is well known, is
built on accounting, control and planning.
Therefore, when buying a kilogram of tea, the
restaurateur needs to be certain that this tea will
make 330 servings (the number is arbitrary, but
the concern is very real).
Traditional looseleaf tea is, unfortunately,
naturally illsuited for accounting, control and
planning.
Much
more
convenient
are
premeasured teas and tea bags.
2.3. THE TASTE STABILITY OF TEA
This quality is simple. If the tea is stored, brewed
and served under standard conditions, the
resulting beverage should have a stable, predict
able taste.
2.4. THE ROBUSTNESS OF TEA
The robustness of tea is its key profes
sional characteristic that is an exten
sion of its taste stability. Unfortu
nately, in reallife restaurant condi
tions it is not always possible to achieve
consistency of the brewing and serving
methods (storage is usually not a
problem). That’s why good restaurant
grade tea has to be highly “foolproof” –
regardless of who the fool is. As long as
deviations from the correct methods of
brewing and serving this tea are not
critical (most often we are talking about
overheating and waiting too long before
serving), the tea should retain its good
taste.
2.5. EASE OF USE OF TEA
The tea should be easily removable from
the brewing container. Bagged tea is
way ahead of the competition here, so if
the tea service is being optimized for
ease, the choice is clear. Various deriva
tives of tea bags are also convenient,
and there are a good number of them on
the market. Looseleaf tea is the least
convenient from this point of view; this
makes various kettle brewing inserts so
popular in restaurants.
2.1. THE PROFITABILITY OF TEA
***
In order for the tea service to make a profit, we
can go to one of the two obvious extremes: either
serve very cheap tea or else offer a very expen
sive tea service (the all too real option of using
cheap tea and expensive tea service will not be
considered for obvious reasons).
The good tea/expensive tea service option is
more attractive because it brings more profit (in
terms of money, not percentage), but it will also
require more effort on the part of the restaura
teur. Therefore, when choosing between cheap
and good tea, the restaurateur, essentially,
42
These are all the major criteria for evaluating
tea to be served in restaurants. A good number of
them can be checked without getting your hands
dirty: you just need to look at the tea and find
out its price and formal description. And here’s
a simple method of testing tea under “combat
conditions”: brew the tea in a standard
container and hold it over a candle for 1520
minutes. If, after such a harsh ordeal, the tea
retains its good taste – it’s a keeper!
Have a pleasant tea experience!
NEWS
«Mimì and
Bimbumbam»
by Maurizio Duranti
A first lady and three funny
characters
Maurizio Duranti signed smart shapes for the
coffee break
CREATED AND MADE IN ITALY
Mimì and Bimbumbam are a mix of Italian design and fantasy.
The designer Maurizio Duranti has created some beautiful
CREATED AND MADE IN ITALY
CREATED AND MADE IN ITALY
CREATED AND MADE IN ITALY
shapes that are perfect for tasting a good Italian espresso or a
delicious cappuccino.
CREATED AND MADE IN ITALY
Both Mimì and Bimbumbam are eyecatching!
But who is Mimì? First of all it is a cup! Ancap has transferred
its knowhow in this shape combining technique, design and
quality. The inside of Mimì has been studied by expert of
coffee and modeler of Ancap in order to enhance the aroma of
your coffee.
Why the name Mimì? Because it is truly Italian! Maurizio
Duranti was inspired by a famous character of Puccini operas
during his studies on the cup.
Performance and style: this is the real summery of what Mimì
is.
Together with Mimì Ancap presents Bimbumbam: three
smart objects that are designed to be trendy. You can use them
in several ways! Try to store tea bags or sugar: you will discover
how practical and cool they are. You can also enjoy
Bimbumbam for an “happy hour”: you will find it very useful.
Bimbumbam: three shapes made to catch your senses
E IN ITALY
MAD
CREATED AND
Designer Maurizio Duranti created the shapes in white; then
he gave a sophisticated touch of color. MISTERO, FIL NOIR
AND SPIAGGIA are the three minimal decoration that
complete the range of Mimì and Bimbumbam.
For more information, please, visit our
website: www.ancap.it
43
HORECA
«Your cup will reveal
you to me…»
Santa Malinovskaya
For every coffee or tea house, and, indeed, for every restaurant, it is critically important to have
its own circle of faithful patrons. Coffee and tea are now sold practically everywhere, and
establishments always compete with each other. Knowledge of your customers’ psychology will
allow you to offer them something unique, and knowing a client will make it easier to understand
him, settle a conflict and anticipate his wishes. This, in turn, will always boost client loyalty. We
will show you how to use techniques based on the knowledge of modern psychology,
physiognomy and ‘body language’ (socalled “nonverbals”) to determine the personality of a
client by the way he or she places an order, holds a cup, drinks coffee, etc.
PLACING AN ORDER
People order coffee or tea for a variety of
reasons: to chat with friends or to conduct
negotiations, to get warm in cold weather or to
get a break from daily routine. Enjoyment and
relaxation always accompany the aroma of
coffee and the fragrance of tea. Besides,
people order desserts and baked goods with
their coffee and tea, and this always lifts their
spirits.
Let’s take a look at how people place orders and
what we can tell about a person by the way he
or she waits for the order.
Reserved, cold individuals call waiters by a slight
nod of the head. This is also common in those
who have power and status. Loud calls heard
throughout the whole restaurant reveal a
presumptuous and rude personality. As a rule,
these people are impatient, they cannot wait
and demand immediate attention. People who
lack selfconfidence and initiative try to catch
the eye of the waiter and “speak through their
eyes”. Calm and selfconfident clients are
patient and can wait for the waiter to approach
them (unless they are in a hurry). Spoiled and
egoistic personality reveals itself in a whiny or
arrogant tone of voice; such people tend to
scold the waiters for being too slow. Once the
order is placed, we can watch the client who is
waiting for his or her cup of coffee.
LET’S GET SOME HELP FROM A
SPECIALIST
French psychologist and physiognomist
JeanBaptiste Delacour reveals the following
correlations between personality types and
body language: ‘If a man has a habit of putting
his palms together and lacing his fingers, he is
content and confident. If palms are together
but fingers are not laced, he is a gambler,
boastful and impulsive. If someone always uses
his index finger during a conversation, he is
bold and presumptuous, confident of his own
success or trying to convince others of it. When
a person gesticulates a lot during conversation,
44
we can tell that he is nervous, doesn’t care
about good manners and rules of etiquette.
In a critical situation he easily “explodes”.
Those who rarely use their hands tend to
think things through before they act. People
who keep their hands under the table are
hiding something or are uncertain and
doubtful. Such people do not like being
closely observed. A person who puts his
palms together, rubs them or clasps his hands
during conversation shows that he is
uncertain or dishonest. When a man puts his
hands on the table or uses them to support
his head, he is ready for a candid
conversation. Finally, if a person who is
talking or waiting is nervously playing with
something, such as a napkin, a corner of the
tablecloth, a spoon or a fork, if he breaks his
bread into little pieces or keeps moving things
on the table – then we know that he is
nervous about something and feels
uncomfortable .’
How can we use this knowledge? If you can
quickly learn some traits of a client’s
personality, it will be easier to find common
ground with him, better meet his needs; for
the establishment, this means higher level of
client satisfaction and, consequently,
increased loyalty. Besides, you can anticipate
problems before they occur by identifying a
potential “problem” client or table. Finally,
you can calm a nervous client, offer a tasty
desert to a client who seems insecure, give
speedy service to those who are in a hurry.
OUR CHOICES DEFINE US
British scientists uncovered an interesting
correlation between personality type and the
kind of coffee or tea the person prefers.
Smart, confident, strongwilled people as a
rule choose natural beverages: brewed
coffee, loose leaf tea brewed in a teapot.
Those who have integrity but are
coldhearted, uncompromising, unable to
forgive, borderline egoistic, prefer brewed
black coffee (espresso) without sugar.
Coffee with sugar appeals to people who
always think before they act and are capable
of selflessness. Coffee with cream (or milk)
and sugar reveals a kind, optimistic
personality, willing to compromise and
always looking at the bright side of life.
Romantics, people drawn to extremes tend
to order café glassé. Instant coffee indicates
that the client is conservative and rational,
often dependent on someone else’s opinion.
Latte appeals to creative types, aesthetes,
sociable and cheerful. Those who trust
emotions more than reason ask for
cappuccino. They are always open for dialog
and conversation. Café Viennese is often
requested by those who don’t have enough
joy in their lives and are looking for a
celebration. Preference for oriental (Turkish)
coffee points to a secretive person, one who
may resort to deception, possibly even
doublefaced. People who are pragmatic and
stingy, willing to compromise, choose
American coffee. Irish coffee appeals to
people who are tired and overworked, and
using alcohol as a necessary stimulant. Café
Mocha betrays a client who is carefree,
doesn’t think things through, is inclined to
gossip. Serious people who are interested in
new things and capable of loving someone
like FlatWhite coffee, currently popular in
Europe (double or triple espresso, milk
warmed to an almost creamy texture, served
with heartshaped foam).
But if a client chooses tea over coffee, you
can be sure that this is an open and sociable
person. Rational pragmatics prefer black tea,
mature and spiritual people – green tea.
Bergamot tea appeals to those who have
high levels of stress. People who care about
their health choose herbal teas; those who
are refined and artistic choose green tea with
jasmine. Green oolong is requested by those
who lack inner warmth, while puer tea
appeals to people with extravagant
personalities. Finally, preference for rooibos
tea indicates elevated nervousness and
excitability.
HORECA
IN SPITE OF THE SEEMING SIMPLICITY OF THE QUESTION, THERE ARE MANY WAYS TO HOLD A CUP.
The most typical way is to hold it by the handle using
three fingers: the thumb and the index grasp
the handle, the middle finger supports it
from underneath. The ring finger and the
little finger help the middle one support the
cup. This way of holding the cup reveals a person who
is balanced and wellmannered, neat and conservative.
The next method: the same three fingers hold
the cup, but the ring and the little fingers
are pulled away from the cup, especially the
little finger. This immediately shows that the
person is haughty and unwilling to show emotions, but
conscientious. If the person in question is a woman,
you can expect temper tantrums.
The cup is held by both hands – this way of
holding points to a friendly, sociable, candid people
who like to gossip. It may also indicate someone who is
feeling cold or has a cold and is not feeling well. Such
people try to get warm by holding a warm teacup.
Another way is to use the same three fingers
of one hand and use the other hand to
support the cup from underneath. It may
look like the cup is standing on the palm of
the hand. This is common to clients whose lives are in
need of balance and grounding, especially in the
emotional sphere.
A slightly unnatural way of holding a cup – with the
handle pointing away from the person – points
to those who are upset or irritated at something but
forced to hide their true feelings.
We have glimpsed into some secrets of psychology,
the knowledge of which will allow you to better
understand your customers and quickly and
accurately determine their personality traits that will
influence your interaction with them.
45
HORECA
TURKISH TEA FOR DUMMIES
Alyona Velichko
Turkish tea is a variety of black tea prepared from tea leaves that are grown in Turkey; it is very popular in
Near Eastern countries. The Turkish tea tradition has many facets: it is an addiction, a sign of hospitality,
an excuse to start a conversation and to slow down for a rest, a ritual and an everyday routine. People in
Turkey drink so much tea and do it so often that one may think that tea drinking is their main pastime.
There is even a whole profession called ‘çaycı’ (pronounced ‘chaiji’) – a person who works in a café and
serves tea to those who work in nearby shops and offices. Big offices sometimes have a person who makes
tea for the employees and guests. And the kettle is kept warm all day on a low flame…
It must be said that the new generation is keeping up with the old: a lot of young people drink tea, even
more than coffee. So – what kind of beverage is hiding behind the thin walls of a delicate, tulipshaped
glass vessel with a narrow waist?
A little bit of history
The secrets of taste
Tea consumption in Turkey is growing steadily, and the
Turkish tea market is considered one of the largest in the
world. But this passionate love for tea is a relatively recent
development. Because of the crisis at
the beginning of the 20th century
that led to a significant rise in coffee
prices, tea came to be considered a
viable
alternative
to
coffee,
especially given favorable climate
conditions. In 1938 the Turks started
their own tea production, creating
plantations in a mountainous region
near the Black Sea, by the town of
Rize, with fertile soils, very mild
climate and abundant rainfall – great
conditions for the cultivation of tea.
In 1947 the first tea factory was built
in Rize, and in 1965 the tea produc„
tion grew so much that it could
basically meet the domestic demand.
In fact, ‘rize’ is now one of the
Turkish names for tea, in honor of
the region that produces the tea
leaves.
Many tourists who return home with purchased packages of
tea and try to recreate the same taste as they experienced in
Turkey are disappointed and have doubts about the quality
of the tea they had bought. But the
real reason for the lack of taste is the
wrong brewing method.
Tea harvesting and processing usually happens during the
period from May to October, when weather conditions are
the most favorable. The processing technology includes the
usual processes of withering, rolling, fermentation, drying
and sorting. One of the frequently cited disadvantages of
Turkish tea is the fact that it is too dry after fermentation
and lacks tea„tips; but these can be overcome by using the
local brewing method.
46
One of the distinguishing features of
Turkish tea is that the simple teapot„
brewing process does not bring out
the full taste spectrum. This is why
the Turks developed a simplified
version of samovar (a traditional
Russian tea„brewing vessel) that
consist of two teapots with one
standing on top of the other: it’s
called ‘çaydanlık’. The bottom pot is
for boiling water and the top one for
brewing tea.
There are several methods of brewing
tea in a çaydanlık.
The first method calls for filling the
top pot about halfway with cold water and brewing the tea
by letting this water get heated up by the steam from the
bottom pot which is heated on the fire.
The second method brews the tea faster and brings out more
of its flavor. First you boil water in the bottom pot and then
pour it over the tea leaves in the top pot, which is then put on
low heat and brought almost to a boil. Then the bottom pot
is filled with cold water and put on the fire again, and the top
HORECA
Sometimes the tea leaves are rinsed before brewing with a
little bit of cold or lukewarm water.
The tea is poured from the top pot into the transparent glass
(‘armud’) up to the narrowest point and then hot water is
added. The tea is served very hot and glasses are refilled
several times; when the teadrinking is over, the çaydanlık is
removed from heat.
If you do not have a çaydanlık, you can take a standard tea
kettle (the best is made of a fireresistant glass), boil the
water in it, then add tea leaves and boil for no longer than
3040 seconds. Then remove the kettle from heat and let
steep for 5 minutes with the lid tightly closed.
Different strokes…
pot is placed on top of it. By the time the water in the bottom
pot boils, the tea in the top pot has been brewed to perfec
tion and the tea leaves have settled to the bottom.
If you are short on time, you can simply put the tea into the
top pot and warm the leaves by the steam from the bottom
pot which is being heated on the fire. When the bottom pot
boils, heat the tea leaves in the top pot a bit longer and then
pour the boiling water over them. Then fill up the bottom pot
with cold water; by the time the water boils again, the tea in
the top pot is ready to drink.
Tea in Turkey can be served in many ways; the two extremes
are koyu (dark and strong tea) and açık (light and weak).
Sometimes it can be an insult to your guests to serve them
tea that is too weak. And as a guest, you should know a
couple of Turkish words so that you can tell your host how
strong you like your tea.
While coffee is always served sweetened here, tea is served
with sugar on the side, so you can decide for yourself when
to add sugar and how much.
Just as everyone of us can choose which tea to drink and
how to prepare it.
Have a pleasant teadrinking!
47
ADVERTISER INDEX
AHMAD TEA LTD.
GLATFELTER COMPOSITE FIBERS BUSINESS UNIT
AHMAD TEA LTD.
Tel: +44(0)23 8027 8900
Fax: +44(0)23 8025 5867
www.ahmadtea.com
Official distributor in Russia:
«SDCFOODS» Ltd.
www.ahmadtea.ru
[email protected]
Moscow: Tel: +7(495) 234 69 91
Fax: +7 (495) 234 69 95
ELISENTAL
Worldwide contact:
GLATFELTER Gernsbach
GmbH & Co. KG
Phone: +49 7224 66 0
[email protected]
Russian contact:
GLATFELTER Russia
Phone: +7 495 775 69 22
[email protected]
www.glatfelter.com
TEAMAC S.r.L.
TEAMAC S.r.L.
ViaMenghini,1
40054 Budrio(BO), Italy
Tel.: +390516926276
Fax: +390516926277
[email protected]
Agent in Russia:
TEA HOUSE TONUS
St. Dubininskays – 90
Office #402, 115093, Moscow
Tel.: 007 (495) 9527154
Fax: 007 (499) 2379908
[email protected]
DRAHTWERK ELISENTAL
W. Erdmann GmbH & Co
Werdohler Str. 40
58809 Neuenrade
P.O. Box 1260, 58804
Neuenrade, Germany
Phone: +49 2392 69731
Fax: +49 2392 69739
[email protected]
www. elisental.de
ZWIRNEREI A.D. WUTACH GmbH
ANCAP S.p.A.
Ancap S.p.A. — via Libia, 1
37066 Sommacampagna (VR)
Tel. 045.82.93.088
[email protected]
www.ancap.it
Zwirnerei a. d. Wutach GmbH
P.O. Box 1163,
..
79780 Stuhlingen/ Germany
Phone +49 7744 93960
Fax +49 7744 939620
info@zwirnereiwutach.com
www.zwirnereiwutach.com
KLD COFFEE IMPORTERS
KLD COFFEE IMPORTERS
9 Pushkarev Pereulok
Moscow, 107045, Russia
Tel.: +7 (495) 223 0347
Fax: +7 (495) 223 0349
office@kldcoffee.ru
www.kldcoffee.ru
48
ORIMI TRADE, Llc.
ORIMI TRADE, Llc.
3, Tobolskaya str., St. Petersburg,
194044, Russia
Tel: (812) 346 82 40
Fax: (812) 542 15 01
[email protected]
www.orimitrade.ru
49
50