"Getting Back to Our Roots" is the catch phrase in our industry this spring. It's a warm and fuzzy notion that evokes the lofty goals of originality, creativity, authenticity and simplicity in preparing and selling coffee. Howard Schultz, Starbucks chieftain, has promised Wall Street he will take the company back to its roots. He's even reissued the original logo, which is definitely a warmer, fuzzier (not to mention rounder, fishier, chestier) version of the stylized mermaid. The Specialty Coffee Association of America is holding its annual conference in Minneapolis right now, featuring the "Roots" theme and another hairy hippy-trippy logo. Many of our guys are there right now, attending cupping and roasting labs, listening to lectures on sustainability, meeting coffee growers. And two -- Mike Marquard and Alex McCracken --are competing in the United States Barista Competition (USBC.) Two other Kaldi's folk, Josh Ferguson and Howard Lerner, are judging the competition. You might be able to see them live. We caught Alex's show. The internet is amazing. Go to conference.scaa.org, and click on the Live Blog link. Then, click on the USBC Live Video On link. You will be watching the national barista competition. The competition runs today and tomorrow, with finals on Sunday.