Specialty Coffee Association of Japan to Host World Barista Championship, July 31 to August 2, 2007

TOKYO, Japan (July 30, 2007)  Preeminent baristas from around the globe take a shot at becoming the world's best barista at the 2007 World Barista Championship (WBC) in Tokyo, Japan, which is hosted by the Specialty Coffee Association of Japan on July 31 - Aug. 2.  The event features 45 of the most accomplished baristas from around the globe who will demonstrate their mastery of the espresso machine while competing for the honor of becoming the world's best barista.  

Heather Perry from Coffee Klatch Roasting in San Dimas, Calif. who won the 2007 United States Barista Championship in May represents the United States in the event.  Klaus Thomsen of Denmark won last year's WBC in Berne, Switzerland.  

The WBC, which is owned by the Specialty Coffee Association of America (SCAA) and Specialty Coffee Association of Europe (SCAE), encourages and recognizes professional achievement in the art and skill of espresso preparation and service.  SCAA is the world's largest coffee trade association with member companies in more than 40 countries.  The SCAE is a fast-growing association dedicated to raising awareness of quality coffee throughout the marketing chain from seed to cup with members in more than 70 countries.

Round one of the three-day WBC held at the Event & Convention House, Inc. in Tokyo begins on July 31.  The final round to determine the 2007 World Barista Champion occurs on Aug. 2 with an awards ceremony to follow.  

WBC competitors must maintain their composure while impressing judges and tolerating photographers as they prepare and serve 12 coffee beverages, including four espressos, four cappuccinos and four original signature drinks of their own choosing all within 15 minutes.  Seven WBC-certified judges, including one head judge, two technical judges and four sensory judges evaluate the entrants on station cleanliness, taste, beverage presentation, technical skills and total impression. All event participants will use a 3-Group La Marzocco, which is the official espresso machine of the 2007 WBC.

In addition to earning the coveted title of world;s best barista, the 2007 World Barista Champion receives a trophy, $3,000 cash prize and a Compak Grinder.  

WBC Schedule of Events. (free and open to the public and press).

Tuesday,  July 31  
Round One, 9 a.m. to 7 p.m.

Wednesday Aug 1
Round One continued, 9 a.m. to 7 p.m.
Finalists announced, 7:30 to 8 p.m.

Thursday Aug 2        
Finals, 11 a.m. to 2 p.m.
Awards Ceremony, 2:30 to 3 p.m.

About the WBC
The World Barista Championship was created initially by the Specialty Coffee Association of Europe.  The first WBC took place in Monte Carlo in October 2000.  The Specialty Coffee Association of America quickly joined and the WBC is now a joint venture between the two sister organizations.  The WBC Corporation is headquartered in the United Kingdom with a shared ownership between the SCAE and SCAA.

About the SCAA
Celebrating its silver anniversary in 2007, SCAA is the world's largest coffee trade association. SCAA members are located in more than 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 the coffee industry's largest gathering.

About the SCAE
The SCAE is a fast-growing association dedicated to raising awareness of quality coffee throughout the marketing chain from seed to cup with members in more than 70 countries.  SCAE is an association dedicated to raising the awareness of quality coffee throughout the marketing chain from seed to cup. The SCAE has more than 1,000 members who network and share views on the  latest developments in the specialty coffee industry.  SCAE has national chapters in a growing number of countries to meet the diverse needs of its members.

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Media Contact:      Rick Havacko
Phone:      (562) 624-4100  
E-mail:      rhavacko@scaa.org