STiR coffee and tea magazine

Volume 4, Number 6

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20 STiR tea & coffee industry international / Issue 6, 2015 (December/January) K L O T H & K Ö H N K E N T E E H A N D E L G M B H K O N S U L - S M I D T - S T R A S S E 8 j SPEICHER 1 - D -282 17 BREMEN FON + 4 9 - 4 2 1 - 3 4 8 5 2 6 4 FAX + 4 9 - 4 2 1 - 3 4 7 7 7 2 0 W W W . K K T E E . D E M A I L @ K K T E E . D E IT SUITS ALL MERCHANTS TO TRADE FAIR AND QUALI-TEA ! Coffee Report: Jenny Neill Transparency Trending Being more open about where food comes from and how it's processed is a growing trend. Some regulation and oversight drives this trend, of course. The US Food and Drug Administra- tion and the Food Modernization and Safety Act (FMSA) and the European Food Safety Authority (EFSA) are just two of a number of bodies publishing rules and recommendations for the public in major consuming markets. In a Forbes article published this fall, the c.e.o. and co-c.e.o. of Whole Foods market weighed in on this trend towards demanding more transparency. Walter Robb, the co-c.e.o., noted "…the food industry is going through a 'tectonic shift'" because young adults want to know more about what they ingest. This trend has not gone unnoticed in the coffee sector. Royal Coffee, a coffee importer based in Emeryville, Calif., plans to open an experimental and collaborative facility in Oakland, Calif. next year. "The Crown" will include spaces for the public to learn about how green coffee progresses to the roasts consumers buy. This is one of many such interactive and educational spaces open now or coming soon in North America. Learn more: Asia Pacific New COO for CBTL in Asia Eric Foo Kok Cheng is now the c.o.o. of The Coffee Bean & Tea Leaf for the Asia Pacific region. According to a press release, he is tasked with increasing the brand's presence in Asia, including expanding operations in China, Japan, Singapore, Malaysia, as well as focusing on operations in the Middle East. Based in Singapore, he will report to John Fuller, the company's president and c.e.o. "We are very excited to have some- one with Eric's tenure in the restaurant industry as part of our executive team," said Fuller. "His experience will help us in our endeavors as we continue our growth in Asia Pacific." Foo served as executive vice president for International Dairy Queen LLC, vice president and general manager of Burger King in Greater China and Singapore, and held the position of c.e.o. for McDonald's China. "The Coffee Bean commands a strong reputation in many of the countries in Asia where we have established a foothold. The opportunity to expand the brand in Asia is tremen- dous," adds Foo. Learn more: BELARUS Coffee in Belarus If the future belongs to the organized the future for coffee in Belarus looks bright. After a slow start the coffee culture is now booming, mainly in the capital Minsk but the word is spreading. Coffee is seen as an affordable luxury and the coffee bars are the place to see and be seen while enjoying fine coffees, creative coffee beverages and local and interna- tional food. Coffee professionals recently established the first chapter of the Specialty Coffee Association of Europe (SCAE) with an ambitious program. More than 20 members are registered and elections will decide who will be in charge during an upcoming series of events including education and the first WBC sanctioned Barista Championship. This is not uncharted territory for the enthusiastic organizers. They have carefully monitored similar events in neighboring countries. Last year they did a trial run with international judges and WBC rules. There will also be a trial run for a Cup Tasting Competition and other competitions. More important is a broad educa- tional program to increase coffee skills and knowledge. Soluble coffee has been around for decades and roasted coffees have mainly come from neighboring countries including some award winning coffees from smallholders in Central America and East Africa. Local roasting is limited, but on its way. And with the SCAE initiative the future looks bright in Belarus - Alf Kramer

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