Zingerman’s Specialty Coffee Boot Camp Allen Leibowitz, managing partner Zingerman’s Coffee Company Andrew Hetzel, coffee ...
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
Slurp away!
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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NASFT Cupping

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2008 Presentation to the National Association for Specialty Food Trade annual conference in New York.

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  • Transcript of "NASFT Cupping"

    1. 1. Zingerman’s Specialty Coffee Boot Camp Allen Leibowitz, managing partner Zingerman’s Coffee Company Andrew Hetzel, coffee taster Cafemakers, LLC
    2. 2. Coffee cupping is a helpful tool
    3. 3. Demand exists for better specialty coffee
    4. 4. Specialty food businesses are positioned to take advantage of this demand
    5. 5. Coffee is not achieving its full potential
    6. 6. We can learn from the specialty coffee industry
    7. 7. Coffee should be viewed as a prepared food
    8. 8. The coffee industry is making money Coffee is a global business
    9. 9. Coffee is the #2 commodity in the world behind…
    10. 10. The specialty coffee industry is worth over $12 billion annually
    11. 11. Starbucks introduced espresso to mainstream America
    12. 12. Consumers tastes are changing
    13. 13. We're undergoing a revolution of specialization
    14. 14. Lighter roasts are in demand
    15. 15. Coffee is the new wine
    16. 16. Origins are being recognized for unique flavor
    17. 17. Don't meet expectations, redefine expectations
    18. 18. How do we know what's good?
    19. 19. How we taste
    20. 20. Sweetness is caused by caramelized sugars
    21. 21. Bitterness is both desirable and undesirable
    22. 22. Sourness is caused by naturally occurring acids
    23. 23. Saltiness is caused by soluble mineral oxides
    24. 24. Try this at home…
    25. 25. 75% of what we perceive as taste is actually smell
    26. 26. 80% of coffee's 1500+ chemicals are volatile aromas
    27. 27. Acidity adds life to coffee
    28. 28. Fat lipids create mouth-feel
    29. 29. Aftertaste remains on the palate
    30. 30. "Cup" is also a verb
    31. 31. Arrange your supplies
    32. 32. Gather your colleagues
    33. 33. Grind each cup
    34. 34. Smell the fragrance
    35. 35. Pour the water
    36. 36. Sample the aroma
    37. 37. Break the crust
    38. 38. Slurp away!
    39. 39. Record your experience
    40. 40. Cool and repeat
    41. 42. A pair of flavors are better than one
    42. 43. Putting it to work
    43. 44. What you get out of it depends on…
    44. 45. Water is 98.5% of your coffee
    45. 46. Dairy is a seasonal ingredient
    46. 47. Don't buy coffee where you buy janitorial supplies
    47. 48. Good ingredients taste bad when improperly prepared
    48. 49. It's hard to assemble a blank puzzle
    49. 50. Automation is a tool, not a crutch
    50. 51. Think individual, think immediate
    51. 52. Bigger is not better, better is
    52. 53. Do you serve a bottomless glass of wine?
    53. 54. Treat your coffee like you treat food
    54. 55. You can serve coffee as good as the best coffee shops
    55. 56. Allen Leibowitz Andrew Hetzel Your proof is in the cup www.zingermanscoffee.com www.cafemakers.com

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