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SCAA’s 19th Annual Conference in Long Beach, California
Press release from SCAA, Date: March 14, 2007
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Chefs, Restaurateurs and Food Service Professionals Invited to Learn Why Great Restaurants Need Great Coffee

--For the Specialty Coffee Association of America (SCAA), it’s a no-brainer that great restaurants need great coffee. But, from May 4 – 7, the SCAA will go beyond the basics and present the culinary world with valuable specialty coffee intelligence at SCAA’s 19th Annual Conference & Exhibition at the Long Beach Convention & Entertainment Center, Long Beach, Calif. As the specialty coffee industry’s premier conference, the event will take an in-depth, educational approach to coffee and its significant relationship with cuisine. The conference’s “Culinary Pathway” track will feature renowned food writers, authors and experts to help businesses succeed. Chefs, restaurateurs and food service professionals are invited to attend the conference and join SCAA, the world's largest coffee trade association with member companies from over 40 countries.

Chef Jimmy Sneed, a presenter at the upcoming SCAA conference, said, “The difference between a good restaurant and a bad restaurant is easy to see. But the difference between a good restaurant and a great restaurant is in the details. Average coffee belongs to the same club as tap water and canned vegetables.” Sneed will turn up the heat on “Why Great Restaurants Need Great Coffee,” and set the stage for the SCAA’s “Culinary Pathway” track.

The SCAA session titled“Coffee and Its Place at the Table” will take a historical overview of the use of coffee in cuisine. The session will give a primer on how coffee can fit in with fine foods, which coffees to use and when to use them. Timothy James Castle, president of Castle & Co., and Joan Reis Nielsen, president of Nielsen & Associates, will present and focus on how coffee affects the taste of food with the same complexities as wine.

The session “Menus and Marketing: Spotlighting Specialty Coffee to Drive Sales” will show attendees how to use a menu and market coffee. Experts will cover how to train staff to describe coffees to customers and how to pair coffee with desserts. The class will also provide an overview of several key certifications. Ed Arvidson, Bellissimo Coffee InfoGroup, and Linda P. Smithers, Susan's Coffee & Tea/Daterra Coffee, will present.

Food service professionals will also learn how the coffee equipment in a restaurant can enhance presentation. During “Back of the House Equipment for Front of the House Presentation,” experts on filter-drip, espresso and French press brewing will discuss practical solutions. The session will cover: café layout; anticipated customer traffic; electrical supply; water quality; budget and menu; merchandising; barista theater; and new technologies. Presenters include: Greg Fisher, BUNN Corporation; Peter Kelsch, Espresso Services, Inc.; and Nils Göran Lindblad, Bodum USA.

According to the conference presenters for “Restaurant Seeks Roaster: Improving Your Coffee by Choosing the Right Roaster,” consumers are more coffee savvy, and treating coffee like a condiment is no longer acceptable for restaurants. The session will explain how the right coffee roaster is as important to a business as its source for meats. Conference delegates will learn the rules and hear a testimony of success. Speakers include Michael David of Sona Restaurant and Terry Davis of Ambex, Inc.

The “Culinary Pathway” sessions are just one of the many highlights at SCAA’s 19th Annual Conference & Exhibition. As the industry’s premier coffee event, the conference features over 200 hours of education on topics such as: growing and processing; roasting; brewing and serving; quality and standards; sustainability; industry trends; coffee cupping; business best practices; espresso basics; and more. International attendees--including coffee producers, exporters and importers, roasters, retailers, manufacturers and baristas--will discover more than 700 exhibit booths featuring everything relating to coffee.

Online registration and more information is available at www.scaa.org or www.scaashow.org.

About the SCAA

Founded in 1982, SCAA is the world's largest coffee trade association. SCAA members are located in over 40 countries and represent every segment of the specialty coffee industry, from coffee growers to coffee roasters and retailers. The SCAA's mission is to be the recognized authority on specialty coffee, providing a common forum for the development and promotion of coffee excellence and sustainability. The SCAA's dedication to excellence in coffee is realized through the setting of quality standards for the industry; conducting research on coffee, equipment and perfection of craft; and providing education, training, resources and business services for members. The SCAA's annual conference is held in a different U.S. city each year and is the coffee industry's largest gathering and exhibition.

Complimentary press registration for the conference is available to qualified media at http://scaa.org/press_registration.asp.

Specialty Coffee Association of America
Mike Ferguson, 562-624-4100
or ak PR Group
Aaron Kiel, 562-983-8113

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