SCAA Lecture Series at The Event


by Anna Gutierrez, northwest regional sales manager, Gourmet Source and member SCAA Lectures Committee

Whether you’re just entering the coffee industry or are a well-seasoned veteran of the bean, you will be sure to gain useful information that you can take back with you and put into action in your business. Below is a snapshot of just a few of the lectures offered in the series. The wide array of lectures (40 lectures in all!) targets a diverse spectrum of attendees including retailers, roasters, producers, and those focusing on overall business development.

  • Effective Strategies for New Coffee Buyers: This presentation will offer the new green-coffee buyer some tips, tools and strategies to create a strong working relationship with the supply chain.
  • Developing a Business Plan for Your Coffee Business:  This session covers choosing a concept, developing a menu, finding a location, designing your concept, and understanding cost of goods with a well-articulated business plan. Includes how to best lay out your startup expenses and financial projections.
  • Coffee Price Volatility: This in-depth analysis will include a summary of the bullish (higher price) and bearish (lower price) elements that stimulate coffee price volatility; as well as a concise review of the tools available to all branches of the coffee world to manage this ever-present risk.
  • Direct Business, the Folks in the Middle, and You!: The direct business model, where roasters and producers negotiate price, quantity, and quality directly, is rapidly growing within specialty coffee. This seminar will briefly propose terminology for various direct business transactions, highlight pros and cons of the model, and specifically report on the state of a joint SCAA and GCA initiative to revise the GCA Green Coffee Contract with a goal to provide a legally binding instrument specific to transparent and traceable multi-party coffee purchases.
  • Molding Your Staff into All-Star Baristas:  This presentation will walk you through a step-by-step process for putting a training program together for your business, including the outline for basic espresso training, how to properly select someone with the correct skill set to run your training program, necessary barista testing, and optional advanced training techniques. It will also cover the best ways to achieve consistency in proper preparation of espresso-based drinks.

Make sure to arrive early and claim your seat. These lectures are first-come, first-served and they fill up quickly!

Additional Info: Information on SCAA’s Lecture Series at The Event is available at


anaAnna Gutierrez is the northwest regional sales manager at Gourmet Source. Beginning her coffee career in 1997, Anna joined Gourmet Source in April 2011.  Her experience includes marketing/branding, menu development, training, product selection, and overall business development.   She has authored articles in national coffee publications and serves on the SCAA Lectures Committee.  Anna is also a USBC judge, found success in Signature Drink Competitions and is the newest World Latte Art Judge.