The document provides information for participants of the World Coffee Leaders Forum being held on November 23, 2012 in Seoul, Korea. The forum will include sessions on global coffee industry trends, the challenge of Asian markets, climate change's effects on coffee production, and sustainability. It will feature speakers from coffee organizations around the world and cover topics like market trends, environmental issues, and the relationship between producers and consumers. The event aims to discuss emerging trends and responsibilities in the global coffee industry, with a focus on opportunities in the Asian market.

1. Inform ation for
Participants
November 23rd, 2012, Coex Hall E, Seoul, Korea

2. World Coffee Leaders Forum
November 23(Fri), 2012 / Coex Hall E, Seoul, Korea
Information for participants
World Coffee Leaders Forum will be held on 23 November, 2012 at the Coex, Seoul, Korea. This
document contains general information which may be helpful to participants. Additional information
will be provided in due course on the World Coffee Leaders Forum web-site http://www.wclforum.org.
1. Overview
m Title: World Coffee Leaders Forum
m Date: November, 23rd(Fri), 2012
m Venue: Coex, Hall E, Seoul, Korea
m Hosted by: EXPORUM, Monthly Coffee Magazine
m Organized by: World Coffee Leaders Forum Organizing Committee
m Main Theme : Global Coffee Industry Trend and Challenge of Asian Market
m Official Language: English, Korean
m Major Participants : Invited Speakers, Ambassadors in Korea, Representative of Corporations and
Coffee Associations, Experts etc
m Program: 11/22(Thu) - Welcome Reception
11/23(Fri) - Opening Ceremony, 3 Sessions, Lunch, Coffee Break Events, Seoul Night Tour
11/24(Sat) - Coffee Business Tour
m Website: www.wclforum.org
m Facebook: http://www.facebook.com/WorldCoffeeLeadersForum
※ World Coffee Leaders Forum is concurrent event with The 11th Seoul Int’l Cafe Show.
2. Organizing Committee
World Coffee Leaders Forum Organizing Committee,
4F Baekyoung Bldg, 151-2 Samsung-dong, Gangnam-gu, Seoul, 135-878, Korea
Tel: +82-2-6000-6678, 6711 / Fax: +82-2-2051-3326
E-mail: info@wclforum.org / wclforum@gmail.com
3. Venue of the Forum
World Coffee Leaders Forum will be held at Coex Convention Center, in Seoul, Korea at the
following address:
Coex, World Trade Center, Samseong-dong, Gangnam-gu, Seoul 135-731, Korea
Tel. +82-2-6000-0114
Website: www.coex.co.kr

3. 4. Program
November, 22nd(Thu), 2012
17:00~18:00 Invited Speaker’s Pre-Meeting
18:00~20:00 Welcome Reception
November, 23rd(Fri), 2012
09:00~10:00 Registration
10:00~10:40 Opening Ceremony / Welcome Speech I, II
10:40~11:00 Coffee Break (Event from Costa Rica)
Session Ⅰ Trend of Global Coffee Market and Position of Asian Market
Speech 1. Trend, History and the Future of World Coffee Market
11:00~12:10
Speakers - Mr. Robert F. Nelson (National Coffee Association, USA)
Speech 2. Colombian Coffee Experience and Perspective in Asia
Speakers - Mr. Santiago Pardo (Colombia Coffee Growers Federation, Colombia)
12:10~13:20 Lunch
Session Ⅱ Effect of Climate Change on Coffee and its Response
Speech 1. Green bean buyer's experience at producing countries
Speakers - Mr. Morten Wennersgaard (Nordic Approach Imports, Norway)
13:20~15:00
Speech 2. Global Climate Change Impact on Coffee Production(Case Study 1)
Speakers - Mr. Christian Bunn (International Center for Tropical Agriculture, Germany)
Speech 3. Global Climate Change Impact on Coffee Production(Case Study 2)
Speakers - Dr. Flavio Meira Borem (Federal University of Lavras, Brazil)
15:00~15:20 Coffee Break (Event from Colombia)
Session Ⅲ Sustainability Development between Producer and Consumer
Speech 1. Realistic relationship improvement between Producer and Consumer
Speakers - Ms. Cate Baril (Sustainable Harvest Coffee Imports, USA)
Speech 2. The rise of Sustainability, the rise of Asia, and the interdependencies between the two
15:20~17:20
Speakers - Mr. Mark Furniss (VolCafe, Switzerland)
Speech 3. Realistic data approach that COE programs
Speakers - Ms. Susie Spindler (Cup of Excellence, USA)
Speech 4. The problem and solution of relationship with Producer and Consumer
Speakers - Ms. Xinia Chaves Quiros (Ministry of Agriculture, Costa Rica)
17:20~17:30 Panel Discussion
November, 24th(Sat), 2012
09:30~19:00 Coffee Business Tour
* Interpretation service will be provided for all sessions.
5. Registration
Online Early-Bird Rate On-site Rate
Category
(by Nov. 15, 2012) (Nov 23, 2012)
General KRW 140,000 KRW 200,000
Group (Over 20 ppl) KRW 100,000 KRW 150,000
Cafe Show Exhibitor KRW 70,000 KRW 100,000
Student KRW 80,000 KRW 100,000
※ Registration fee includes: Access to all sessions of Forum (11/23), Access to Cafe Show Exhibition,
Lunch coupon, Coffee Break Event, Participants' Kit, Souvenir, Program Book

4. 6. Social Program & Tour
1) Welcome Reception
m Date/Time: November 22(Thu), 2012 / 18:00~20:00
m Program: Remarks, Dinner, Performance
m Participants: Invited Speakers & VIP
※ Those who receive an invitation Letter can only participate.
2) Coffee Break Event
m Date: November 23(Fri), 2012
m Event Time
- Costa Rica Coffee Event: 10:40~11:00
- Colombia Coffee Event: 15:00~15:20
m Participants: World Coffee Leaders Forum Participants
※ Coffee Break will be no charge to participants.
m Event: Luck Draw, Coffee from Costa Rica & Colombia
3) Seoul Night Tour
m Date/Time: November 23(Fri), 2012 / 18:00~21:00
m Course
- Tour 1: Coex → Seoul Tower → Dinner (BBQ) → Coex
- Tour 2: Coex →Insadong Antique Alley →Dinner (Gogung for Bibimbap) →Samcheondong coffee shop →Coex
- Tour 3: Coex → Gangnam → Samsung D’light → Dinner (BBQ) → Coex
m Participants: Invited Speakers, Participants from overseas
m Participation fee: KRW 50,000
m Participation fee includes: All entrance fee, Shuttle bus, Dinner, English Guide
m How to register: Please send email to Organizing Committee info@wclforum.org
4) Coffee Business Tour
m Date/Time: November 24(Sat), 2012 / 09:00~19:00
m Course: Lotte Posung Roasting Plant, Gangnam Angelinus, Gangnam Coffee Studio, I Do
coffee shop in Hongik University
m Participants: Invited Speakers, Participants from overseas
m Participation fee: KRW 50,000
m Participation fee includes: All entrance fee, Shuttle bus, Lunch, English Guide
m How to register: Please send email to Organizing Committee info@wclforum.org

5. 7. Seoul Cafe Show
Seoul Cafe Show is concurrent event with World Coffee Leaders Forum. Seoul Int’l Cafe Show is
the representative café exhibition in Korea. Almost 70,000 visitors enjoyed with 280 exhibitors
from 18 countries in Seoul Cafe Show 2011. Participate World Coffee Leaders Forum and visit
Seould Cafe Show 2012 with your registration badge. For detail information about Seoul Cafe
show visit: www.cafeshow.co.kr.
8. Press Registration
Media can register to World Coffee Leaders Forum as Press registration.
Those who wants to participate as press, please contact below:
World Coffee Leaders Forum Organizing Committee
Tel: +82-2-6000-6711 / Email: info@wclforum.org
9. Press Release
<Registration opens on first World Coffee Leaders Forum>
Registration is now open for the first World Coffee
Leaders Forum, taking place in conjunction with
the Seoul Int'l Café Show at the Coex Conference
Centre, Hall E, on 23 November 2012.
The event is among Asia’s first coffee-focused
forums dealing with market, environmental and
sustainability issues. Approximately 700 attendees
from around the world are expected to attend the
inaugural event. Speakers and attendees will include representatives from coffee organisations and
associations from around the world, including Brazil, Colombia, Costa Rica, Dominican Republic, El
Savador, Ethiopia, Honduras, Japan, Kenya, Korea, Peru, Rwanda, and the United States.
"Asian market growth represents a big part of the world coffee market," organisers said in a
statement. "In addition to established markets such as Japan – the third biggest coffee consuming
country in the world – Korea is an attractive emerging market, while China offers incredible
potential. Vietnam and Indonesia are huge exporting countries that also present opportunities as
consumers."
Organizers note that economic development in Asia is showing vast opportunities for market
growth. As such, the aim of the World Coffee Leaders Forum will be to discuss emerging trends
and create a proposed blueprint for the global coffee industry, outlining the responsibilities of
Asian countries.
The event will see presenters discuss environmental issues, sustainable development and other
session themes. For registration information visit www.wclforum.org.

6. 10. Invited Speakers Information
1) Mr. Robert F. Nelson(NCA)
Present Session 1 "Trend of Global Coffee Market and Position of Asian Market"
ㆍSpeech Title: Trend, History and the Future of World Coffee Market
- President of National Coffee Association(NCA)
- Harvard University’s Institute of Politics Global Food Policy Advisory Board
- Recipient of the Colombian Manuel Mejia Medal of Merit
2) Mr. Santiago Pardo
Present Session 1 "Trend of Global Coffee Market and Position of Asian Market"
ㆍSpeech Title: Colombian Coffee Experience and Perspective in Asia
- Director of Asia Region Colombia Coffee Growers Federation
- Chief negotiator for Colombia FTA with EU, Korea, Panama, Turkey
- Technical Vice President, National Association of Foreign Trade
3) Mr. Morten Wennersgaard
Present Session 2 "Effect of Climate Change on Coffee and its Response"
ㆍSpeech Title: Green bean buyer`s experience at producing countries
- Founder of Nordic Approach Imports
- Former, Product Manager/Greenbean Buyer of Solberg & Hansesn Coffee Roasters,
2003 ~ 2011
4) Mr. Christian Bunn
Session 2 "Effect of Climate Change on Coffee and its Response"
ㆍSpeech Title: Global Climate Change Impact on Coffee Production(Case Study 1)
- Researcher from Humboldt University of Berlin
- Researcher at International Center of Tropical Agriculture
5) Dr. Flavio Meria Borem
Present Session 2. "Effect of Climate Change on Coffee and its Response"
ㆍ Speech Title: Global Climate Change Impact on Coffee Production(Case Study 2)
- Federal University of Lavras (Brazil)
- Doctor in Crop Production
- Post Doctorate in Engineering of Processing of Agricultural Products

7. 6 Ms. Cate Baril
Present Session 3 "Sustainability development between Producer and Consumer"
ㆍSpeech Title: Realistic relationship improvement between Producer and Consumer
- Director of Business Development of Sustainable Harvest Coffee Company
7 Mr. Mark Fruniss
Session 3 "Sustainability development between Producer and Consumer"
ㆍSpeech Title: The rise of Sustainability, the rise of Asia, and the interdependencies
between the two
- Director of Sustainablility and business development at Volcafe
- Green Coffee Trade representative of 4C Association Executive Council
8 Ms. Susie Spindler
Present Session 3 "Sustainability development between Producer and Consumer"
ㆍSpeech Title: Realistic data approach that COE programs
- President of COE(Cup of Excellence)
- Create International Quality Standard COE program
- Woman Leader of World Coffee Industry
9 Ms. Xinia Chaves Quiros
Session 3 "Sustainability development between Producer and Consumer"
ㆍSpeech Title: The problem and solution of relationship with Producer and
Consumer
- Vice Minister of Agriculture and Livestock of Costa Rica
- President of Institute of Coffee of Costa Rica (ICAFE)
- Former advisory of BID/CERFE Project
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Contact Us
World Coffee Leaders Forum Organizing Committee,
4F Baekyoung Bldg, 151-2 Samsung-dong, Gangnam-gu, Seoul, 135-878, Korea
Tel: +82-2-6000-6678, 6711 / Fax: +82-2-2051-3326
E-mail: info@wclforum.org / wclforum@gmail.com