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SCAA Announces Addition of New Members to Board of Directors and Slate for 2014

The Specialty Coffee Association of America (SCAA) announced today that Willem Boot has stepped down from the SCAA Board of Directors and thanks him for his efforts and significant contributions to the industry. Aida Batlle, a notable coffee producer from El Salvador with SCAA member company Everest S.A., will fill this open spot on the …

Questions and Answers | Being a Good Mentor for Coffee Lovers

By Sarah Leslie, Regional Manager and Trainer, Gimme! Coffee “The Specialty Coffee Experience” is a topic that I find very exciting—but also overwhelming. With each new barista I train or coffee that I taste, I am always thinking: How can I ensure that specialty coffee is attainable and approachable? How can I provide opportunities for …

Show and Tell | Why and How You Should Talk to Consumers About Roasting

By Christopher Schooley, Coffee Shrub How do you talk about roasting with your customers? This is a question I’ve asked a number of coffee roasters over the years. Some roasters talk about profiles and development of flavors, some talk about the roasting machine and technology, and some simply don’t talk about it and focus more …

Atmospherics: Delivering More than a Cup

By Emma Sage Scientifically speaking, drinking a cup of coffee is what is called a multimodal sensory experience. This means that it’s the interaction of our five senses, and all the external factors influencing them (called “multisensory interactions”), which underlie our perception of flavor (Auvray and Spence 2008). There is also research (and lots of anecdotal …