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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.

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


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  • Transcript

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