LONG BEACH, Calif. (July 28, 2003)-To launch its innovative consumer membership program and celebrate its new headquarters, the Specialty Coffee Association of America (SCAA) hosted an Open House & Coffee Connoisseur Experience July 19-20. The interactive event utilized SCAA's new coffee labs, where founding consumer members and leading industry experts experimented with specialty coffee roasting, tasted some of the best brews and shared coffee secrets. Over 70 coffee lovers and professionals participated in the weekend's activities.

"SCAA's new consumer membership program offers valuable benefits and recognizes the most important group in our industry - customers. The event was a exciting way to launch the program and welcome members to our new 6,000 square-foot headquarters and coffee labs," said Ted Lingle, executive director of the SCAA. "We're pleased to have upgraded our facility to better serve the needs of our members, and we look forward to more events in the future."

SCAA's basic consumer membership is $18 and premium membership is $45. Some of the basic member benefits include a monthly e-newsletter and a discount on Resource Center products. Premium members also receive a "Basics of Cupping" booklet, access to coffee celebrity online chats and the Green Coffee Sample Store, and a discount on the SCAA annual conference, among other benefits.

During the event, 2003 U.S. Barista Champion Heather Perry showcased the art of espresso, cappuccino and latte techniques, as well as her signature drink, the Naked Verbena, which includes two shots of espresso, lemon wedges, lemon verbena leaves, simple syrup, ice and lemon rind.

Also at the celebration, Chuck Jones of Dona Mireva Estate Coffee presented on "Growing Coffee."  Kevin Holt of Supreme Bean shared his wisdom as a coffee roaster. From Groundwork Coffee Company, Ric Rhinehart conducted a tasting on the darkness of roast.  The founder and CEO of CIRQUA Customized Water, David Beeman, bestowed the importance of water. A Retailers Roundtable closed the event with Mike Sheldrake of Polly's Gourmet Coffee and Mike Perry of Coffee Klatch.

SCAA's new address is 330 Golden Shore, Suite 50, Long Beach, CA 90802. Visit www.scaa.org.

About the SCAA

Founded in 1982, SCAA is the world's largest coffee trade association with over 2,500 member companies. 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 services for members. The SCAA's annual conference is the coffee industry's largest gathering and exhibition. SCAA's 16th Annual Conference & Exhibition will be held in Atlanta, April 23-26, 2004.

Contact: Mike Ferguson/ Aaron Kiel
Phone: (562) 624-4100 / (562)-983-8113
E-mail: mferguson@scaa.org / akiel@akprgroup.com