Zingerman’s Specialty Coffee Boot Camp Allen Leibowitz, managing partner Zingerman’s Coffee Company Andrew Hetzel, coffee ...
Coffee cupping is a helpful tool
Demand exists for better specialty coffee
Specialty food businesses are positioned to take advantage of this demand
Coffee is not achieving its full potential
We can learn from the specialty coffee industry
Coffee should be viewed as a prepared food
The coffee industry is making money Coffee is a global business
Coffee is the #2 commodity in the world behind…
The specialty coffee industry is worth over $12 billion annually
Starbucks introduced espresso to mainstream America
Consumers tastes are changing
We're undergoing a revolution of specialization
Lighter roasts are in demand
Coffee is the new wine
Origins are being recognized for unique flavor
Don't meet expectations, redefine expectations
How do we know what's good?
How we taste
Sweetness is caused by caramelized sugars
Bitterness is both desirable and undesirable
Sourness is caused by naturally occurring acids
Saltiness is caused by soluble mineral oxides
Try this at home…
75% of what we perceive as taste is actually smell
80% of coffee's 1500+ chemicals are volatile aromas
Acidity adds life to coffee
Fat lipids create mouth-feel
Aftertaste remains on the palate
"Cup" is also a verb
Arrange your supplies
Gather your colleagues
Grind each cup
Smell the fragrance
Pour the water
Sample the aroma
Break the crust
Slurp away!
Record your experience
Cool and repeat
 
A pair of flavors are better than one
Putting it to work
What you get out of it depends on…
Water is 98.5% of your coffee
Dairy is a seasonal ingredient
Don't buy coffee where you buy janitorial supplies
Good ingredients taste bad when improperly prepared
It's hard to assemble a blank puzzle
Automation is a tool, not a crutch
Think individual, think immediate
Bigger is not better, better is
Do you serve a bottomless glass of wine?
Treat your coffee like you treat food
You can serve coffee as good as the best coffee shops
Allen Leibowitz Andrew Hetzel Your proof is in the cup www.zingermanscoffee.com www.cafemakers.com
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NASFT Cupping

2008 Presentation to the National Association for Specialty Food Trade annual conference in New York.
Published on: Mar 3, 2016
Published in: Education      Entertainment & Humor      Business      
Source: www.slideshare.net


Transcripts - NASFT Cupping

  • 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
  • 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