Specialty Coffee Association of America Hosts Largest Worldwide Event Devoted to Coffee, April 23 – 26; U.S. Barista Championships to Uncover the Leader in the Art of Espresso Coffee-Drink Making

LONG BEACH, Calif. U.S.A. (Dec. 2, 2003)— The Specialty Coffee Association of America (SCAA) will hold its 16th Annual Conference & Exhibition at the Georgia World Congress Center in Atlanta, April 23 – 26, 2004. The premiere coffee event of the year is expected to attract more than 8,000 coffee professionals from over 40 countries.  The conference is also open to coffee connoisseurs who are registered as “cMembers” with SCAA. Attendees will include coffee producers, exporters & importers, roasters, retailers, manufacturers, baristi and coffee enthusiasts.
Attendees will discover more than 800 booths featuring coffee goods and equipment, espresso machines, new product launches, tastings, and retailer supplies. As the year’s largest and most educational coffee event, the conference curriculum will provide 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 and espresso basics, among others.
One highlight each year is the United States Barista Championships. Baristi from across the U.S. will compete and demonstrate the art of espresso making, creating some of the world’s finest coffee concoctions.  Heather Salisbury, a 21-year-old from San Dimas, Calif., was named the 2003 United States Barista Champion during a competition at last year’s conference.  She’ll participate again and vie for the coveted 2004 U.S. Barista Champion title.
This year’s conference theme is “Building Our Future in Balance: Quality, Marketing, and Sustainability.”  Keynote speakers include author John Elkington and Yasmin Crowther of “SustainAbility,” an international research and consultancy group that assists businesses in addressing issues of sustainability and corporate responsibility.
To request a brochure, inquire about exhibiting, or to register for the SCAA 16th Annual Conference & Exhibit, call 562-624-4100 or e-mail coffee@scaa.org. Online registration for the 2004 Conference & Exhibition is available at www.scaa.org beginning January 1, 2004. To become a member of SCAA, visit www.scaa.org.  Coffee enthusiasts can become consumer “cMembers.”

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 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.