Published on November 21, 2008
Zingerman’s Specialty Coffee Boot Camp Allen Leibowitz, managing partner Zingerman’s Coffee Company Andrew Hetzel, coffee taster Cafemakers, LLC
Coffee cupping is a helpful tool
Demand exists for better specialty coffee
Specialty food businesses are positioned to take advantage of this demand
Coffee is not achieving its full potential
We can learn from the specialty coffee industry
Coffee should be viewed as a prepared food
The coffee industry is making money Coffee is a global business
Coffee is the #2 commodity in the world behind…
The specialty coffee industry is worth over $12 billion annually
Starbucks introduced espresso to mainstream America
Consumers tastes are changing
We're undergoing a revolution of specialization
Lighter roasts are in demand
Coffee is the new wine
Origins are being recognized for unique flavor
Don't meet expectations, redefine expectations
How do we know what's good?
How we taste
Sweetness is caused by caramelized sugars
Bitterness is both desirable and undesirable
Sourness is caused by naturally occurring acids
Saltiness is caused by soluble mineral oxides
Try this at home…
75% of what we perceive as taste is actually smell
80% of coffee's 1500+ chemicals are volatile aromas
Acidity adds life to coffee
Fat lipids create mouth-feel
Aftertaste remains on the palate
"Cup" is also a verb
Arrange your supplies
Gather your colleagues
Grind each cup
Smell the fragrance
Pour the water
Sample the aroma
Break the crust
Record your experience
Cool and repeat
A pair of flavors are better than one
Putting it to work
What you get out of it depends on…
Water is 98.5% of your coffee
Dairy is a seasonal ingredient
Don't buy coffee where you buy janitorial supplies
Good ingredients taste bad when improperly prepared
It's hard to assemble a blank puzzle
Automation is a tool, not a crutch
Think individual, think immediate
Bigger is not better, better is
Do you serve a bottomless glass of wine?
Treat your coffee like you treat food
You can serve coffee as good as the best coffee shops
Allen Leibowitz Andrew Hetzel Your proof is in the cup www.zingermanscoffee.com www.cafemakers.com
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View Allen Leibowitz's business profile as Managing Partner at Zingerman's Coffee Company and see work history, affiliations and more.
Allen Leibowitz (shown here) and I were stunned when we happened upon a new coffee flavored cereal this weekend at the NASFT show in New York. The idea ...