Appendix E-J

Summer is the time for blockbuster films. Blockbuster films are the time for blockbuster previews…previews that cost more to produce than I make in a year.

Intelligentsia Coffee & Tea is our blockbuster roaster of choice here at Everyday Joe’s, and they have released their blockbuster previews. Often, I find myself looking at Intelligentsia as our very cool and hip older sibling…and they’re kind enough to let us tag along and wear their hand-me-downs.Thankfully, the hand-me-downs are really, really good coffees.

This week, Intelligentsia’s “Nod” comes from Marc Johnson, their director of marketing. He has some exciting things to tell you about, so keep reading.

Greetings:

Geoff Watts (Intelligentsia’s Green Coffee Guru) is the usual author here, but even when he is in Chicago, he’s getting pulled in a million and one directions. It was really difficult to get him to do this on a weekly basis when we started this email three years ago (can you believe it’s been that long?), but he is pretty good about it when he is around. Today, sadly is not one of those days. Geoff is now in Rwanda and as hard as he works when he is there and as spotty as internet connections can be, I know not to expect anything. Of course, on the positive side, we’ll get lots of good information on African coffees when he returns.

Second choice? Doug Zell (Intelligentsia’s CEO) is always good for a post or two, but seeing how he just posted last week and was in New York working on a super-secret project for a while this week (we’ll tell you more when we know more), he gets a pass as well.

Third choice? Hmmmm, maybe KC O’Keefe? KC is our West Coast Director of Operations and he also does a lot of work sourcing coffee in Latin America and so always has something interesting to say about coffee. Well, I called LA this morning on another topic and was on hold for like 10 minutes, so I am going to assume our friends in LA are busy roasting coffee for both our Silver Lake coffeebar and the Wholesale Accounts on the West Coast.

Fourth choice, fifth, sixth? Kyle Glanville (winner of the United States Barista Competition and Manager of Espresso Research & Development) has written pages for me already this week. Sarah Kluth (Director of Quality Control) has also written a ton this week. Chris Hallien (our new Director of Roasting) does tons of work with coffee, but since this is first week, I am going to give him more time before I hit him up.

Where does that leave us? You’re hearing from the Marketing Guy.

Hey, don’t stop reading yet because we have a large number of really cool things coming up:

Intelligentsia In Season – I am not going to give away too much here, but let’s just say that no one is going to be able to offer any fresher, better tasting coffees than Intelligentsia. Keep checking www.inseasoncoffee.com for updates.

The Black Cat Project – Intelligentsia espresso is moving to a new and exciting place. Here again, details will be coming, but you should check www.blackcatcoffee.com for updates on our Black Cat Espresso and Kyle Glanville’s training for the World Barista Competition in June in Copenhagen.

New Crop Centrals – Today Sarah Kluth gave us the news that some old favorites will be returning to our coffee line-up in early June. Woo-woo.

El Machete, Panama – This coffee is a new Direct Trade offering that will be available in a week or so.

New Coffee Releases this week – Black Cat, Single Origin Espresso: Anjilanaka, Organic Bolivia; Los Inmortales, El Salvador Micro-Lot: Finca Matalapa; Fazenda do Sertão, Brazil. When one week gives you a Single Origin Espresso, a Micro-Lot from El Salvador, and a Reserve Offering from Brazil, you consider yourself lucky.

And lastly, the focus of this Nod…

This week, we are proud to release our Black Cat, Single Origin Espresso: Matalapa, El Salvador – United States Barista Competition, 1st Place. This is the coffee that Kyle Glanville used en route to his victory at the USBC. It is now available to pre-order, it will be offered web-only and we will only roast it once: Monday, May 26th. Get it while you can!

As always, find our Nods at:
http://www.intelligentsiacoffee.com/origin/offerings.

Cheers,

Marc Johnson
Director of Marketing
Intelligentsia Coffee & Tea

Popularity: 21% [?]

More from Geoff Watts, the roastmaster and green bean buyer for Intelligentsia Coffee & Tea, whose beans we brew with pride and love. Read more about Zirikana, Rwanda here.

Hola:

Just back to Chicago after a quick trip to Uganda and Kenya. My backyard is covered by a sheet of ice, reminding me that the equator is a long ways from here.

On the plane ride home I learned how to say “the president of the soy sauce factory is President Kang and the president of the bean-paste factory is President Kong” in Korean. Here goes: Kan-jang-kong-jang kong-jang-jang-eun kang kong-jang-jang-ee-go, dwen-jang-kong-jang kong-jang-jang-eun kong kong-jang-jang-ee-da. Now that is just plain great and a sure contender in the tongue-twisting Olympics.

The 5th Annual East African Fine Coffee Association Conference took place this past weekend. Kampala, Uganda hosted the conference this year, and it rotates annually among the member countries. Last year it was Ethiopia and in ‘09 it will move to Rwanda, to my great delight. (Kigali has started to feel like a second home after all the time I’ve spent there in the last four years.) The organization is an important one, for the simple reason that it is the first multinational institution focused on improving coffee quality and disseminating knowledge about Specialty Coffees in Africa.

Africa holds the future of Specialty Coffee, no doubt about it. Ethiopia, the birthplace of Arabica coffee, is home to a treasure trove of genetic diversity within the species. CIRAD, a French agro-science group, has been working at the Djimma research station (western Ethiopia, Kaffa area, probably the origin of the now famous Geisha coffee) to collect and begin to catalog as many different varieties as possible for future consideration. Who knows what might be discovered? No one has ever done a thorough enough investigation, and there is a great chance that some previously unheralded coffee types with unique and thrilling tastes and aromas will be identified. It will likely be decades before we see any real commercialization result from these efforts, but it is comforting to know that there is some effort underway to preserve these wild species that are disappearing at an alarming rate along with the forests.

In Latin America, rising land values that are a natural result of economic development and urbanization are making coffee farming less viable every year. Costa Rica is the best example of this as there are new shopping malls and residential communities now sitting on land that just three years ago was filled with coffee plants. Farmers in Panama are selling off parts of their coffee farms left and right to developers who are building condominiums and resorts. Labor is getting difficult to find as people emigrate to the cities and abroad.

These trends look to continue and accelerate, which bodes well for investment in coffee in other parts of the world. As the Specialty market keeps growing and becoming a larger and more meaningful percentage of overall coffee consumption, the efforts to find new coffee varieties and new sources for quality will get more intense.

Africa already grows a lot of Arabica coffee, but most of it goes into the commercial market because the quality is poor. It doesn’t need to be this way. There are just a few ingredients missing in the quality recipe, most importantly transportation infrastructure and access to technical assistance and capital resources… not to mention political stability. Very little can grow in the face of corrupt governments and ongoing civil unrest. Growers need more information about quality practices, they need sources of affordable credit, and they need reliable delivery systems in place. These things will improve and coffee may well become an important catalyst in East African economic development as both local businesses and governments recognize the potential that exists to transform their crippled coffee industries into major players in the increasingly attractive Specialty market.

I’m super-excited about what the future holds for African producers. It won’t be easy to reshape the coffee industries there, but necessity is a fairly reliable and time-tested driver of change. And reform there is most definitely necessary, more so each passing day.

We released it last week, and I am again asking you to read up on Zirikana, our Direct Trade offering from Rwanda. Truly an African success story.

Popularity: 22% [?]