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Copy of SCAA & COE

Lesson on the SCAA & COE Plus an explanation of Specialty Coffee

on 6 August 2013

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Transcript of Copy of SCAA & COE

Thank you for your attention!
Any Questions?
Cup of Excellence
What is the SCAA?
What does COE stand for?
A Scott Brown Presentation
Specialty Coffee Association of America
What is Specialty Coffee?
In 1974 it was defined by Erna Knutsen as high end limited-quantity green coffees she sold to small roasters.
Special geographic microclimates produce beans with unique flavor profiles, which she referred to as "specialty coffees".
Prior to the SCAA
Prior to 1850, most coffee in the U.S. was retailed by individual coffee shops, and dry grocers, most of whom sold their own brands that they roasted themselves or purchased from local wholesalers.
The first commercial coffee roaster machine that could load and unload beans without being withdrawn from the fire; dramatically increasing output and reducing production cost.
The New York Coffee Exchange opens (Now the ICE).
The first issue of The Tea and Coffee Trade Journal is made by William Ukers.
Coffee grinder that cuts rather than grinds or crushes coffee is created. Making a more uniform product and increasing production (now called a burr grinder).
All About Coffee, by William Ukers, is Published.
Bunn-o-Matic introduces a 5-station automatic drip coffeemaker utilizing paper filters.
First Starbucks opens in Seattle's Pike Place Market.
Erna Knutsen coins the phrase "specialty coffee".
SCAA's Timeline
August- 40 members of the coffee trade met and proposed a specialty coffee trade group that would focus on the promotion of specialty coffee.

October- 6 members met in San Francisco to write the SCAA Charter/By-laws.
SCAA begins providing service to its members, including the newsletter, In Good Taste.
Ted Lingle's "Coffee Cuppers' Handbook" is published (becomes an industry standard).
SCAA hires International Management Group to handle day-to-day activities.
Also goes on first origin trip to Jamaica with roasters/other members.
1st Annual SCAA Conference and Exhibition held in New Orleans.
Ted Lingle becomes SCAA's first executive director.
SCAA's 3rd Annual Conference and Exhibition in Seattle become the largest coffee show in history with 1,800+ attendees!
SCAA reprints Ukers' "All About Coffee".
Ted Lingle's "Coffee Brewing Handbook" is published and becomes an industry standard.
Roaster's Guild is
SCAA incorporates the U.S. Barista Championship into its annual conference for the 1st time.

Barista Guild Founded!
SCAA celebrates its Silver (25th) Anniversary
Major Dates for Cup of Excellence
The SCAA is the world's largest coffee trade association with nearly 3,000 company members. The SCAA seeks to set standards for growing, roasting, and brewing premium (specialty) coffees. Members of the SCAA include coffee retailers, roasters, producers, exporters, and importers, as well as manufacturers of coffee equipment and related products.

These members can rightfully be creditied for much of the growth and success the specialty coffee industry has experienced over the past 25+ years!
Ric Rhinehart takes it a step further stating that:

"Every step from the coffee tree to the end consumer has been carefully orchestrated, the final process must take place - the coffee must be brewed. Whether the coffee is to be prepared as an espresso, as drip coffee or in a steeping method like a French press, the exacting application of standards of water quality, brewing temperature, coffee to water ratio and extraction must be applied to create a specialty coffee beverage."
So Specialty Coffee as defined by the SCAA:
*Coffee that scores 80 points or above on a 100-point scale (see Cupping Protocols).
Coffee grown in special/ideal climates, that are distinctive because of their full cup taste and little to no defects.
The unique flavors/tastes are attributed to the special characteristics and composition of the soils in which they are produced.
"To discover and foster appreciation of exemplary quality coffees and reward those who produce them."
COE started in order to bring more appreciation to Brazil's coffees (where the Gourmet Project Failed).

Plan: Bring in respected cuppers (to Brazil) and hold a competition between the farmers. Then use an online auction format sell the COE winner!
The second competition really set the bar for the COE. It sparked more enthusiasm never before experience, and helped put COE on the map.

All thanks to the winning farmers who "knocked the socks off" the jury!
Non-profit Alliance For Coffee Excellence, Inc. was organized to manage the COE program in consistent manner under an international board of advisors.

In 2003 COE launched their own website and aution platform with the help of Commodities One.
The SCAA offers a wide array of benefits inclduing Barista/Roaster certification, standards and protocols for: Green Coffee Quality, Water for Brewing Specialty Coffee, Cupping Specialty Coffee, Grading Green Coffee, and Green Coffee Color Assessment.

The SCAA's benefits far exceed this brief summary!
The COE competition benefits not only the farmers in the competition, but the whole region. It has been shown that the increase in revenue (and media presence) generates an excessive of funds towards the winning area.

This incentive, in the form of monetary winnings and global respect, helps to push farmers to better their product, thus pushing forward the quality of specialty coffee everywhere!
Full transcript