
from josh....
After a few weeks of reflecting on my experience at this year’s Annual Specialty Coffee Association of America (SCAA) Conference in Anaheim, a renewal of energy, ideas and commitment to grow the specialty industry runs top of mind. Each year I’m reminded of the diversity and complexity of this great industry and why it is important we stay involved with the SCAA.
My first reminder came as I sat in conversation next to two Kenyan coffee farmers at the Symposium opening round table discussion. I was challenged to focus on their introduction and business explanation as my eyes wandered around this large room of industry leaders.
The opening round table discussion was made up of top executives Dub Hay, Senior Vice President of Coffee for Starbucks Coffee Company, Larry Blanford, President and CEO of Green Mountain Coffee Roasters, Nathan Herszkowicz, head of the Brazilian Coffee Industry Association (ABIC), and James Hoffman, founding partner of Square Mile Coffee and World Barista Champion 2007.
Conversation circled around the effects of a sluggish global economy and how new innovations such as the K-Cup and Starbucks Via are seeing strong growth. After listening to their well rehearsed sales pitch, for a split second, I almost agreed that these methods of coffee delivery could in fact be considered specialty. Instant coffee couldn’t produce quality in the cup or could it?
Due to an over committed schedule, juggling the United State Barista Championship (USBC) and preparing for the Manual Brewing Methods class CP254, my symposium experience was mostly limited to Wednesday. To my disappointment the two classes I attended, Single Serve Market, and Carbon and Coffee weren’t as enlightening as expected. The symposium highlight for me was a 60ft brew bar that lined a hallway outside the lecture rooms. Between each session attendees paused for a coffee break where skilled baristas made drinks using a manual brewing method of choice.
During a small break from the USBC action, Friday morning notables Frank McGinty and Dan Streetman assisted me in the first ever three hour Manual Brewing Methods lecture. The class seemed to be a success, so look for a level two version to be offered next year. With a slice of pizza in hand, Frank and I hurried back to our judging duties for the afternoon.
First round of the USBC gave Joe Marrocco and Micah Svejda a chance to showcase months of practice and years of experience behind the espresso machine. Both competitors represented the company well with Joe getting a bid to join Mike Marquard and eight other regional champions in the semi-final round. The caliber of semi-finalists left those in the audience uncertain as to whom the six final competitors would be. Mike’s performance earned him a spot in the final round on Sunday where he finished with a very honorable six place.
After the USBC winner was announced, the 2010 conference was officially over. The conclusion of conference always feels like the end of a long year, mostly due to the multiple over caffeinated 15-hour days. Unfortunately, I never found time to fully walk the conference floor, so I will need to read up on new coffee gadgets, teas, smoothie mixes, and so much more in industry publications. Remember, as I previously stated, this is arguably the most diverse industry in the world.
With a few weeks of rest, we are now in 2011 Conference/USBC mode searching for sites to host the Midwest Regional Barista Competition, applying new ideas learned in 2010, and working hard to grow this great industry within our region. See you next year in Houston.
Labels: coffee, kaldi's, scaa conference 2010, symposium, usbc