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Welcome to Badgett's Coffee eJournal
"All the Coffee That's Fit to Print"™
Issue No. 50 November 2, 2001

In This Issue:

1. Welcome
2. Some Words from Our Sponsors
4. A Daily Dose of Wisdom from the Rebbe
5. Ground Rules for Grinding
6. Velvet Hot Chocolate
7. Lifestyle Events Inc.’s David Heilbrunn Named 2001 Show Manager of the
8. Coffee Shop Manager Point of Sale Software wins "Best New Product Award"
at Coffee Fest 2001 Seattle
10. Dear Editor
11. Links to My Friends
12. Feedback


1. Welcome

My friends, this is the Silver Issue, the 50th Issue of BCE. My
sincere thanks go to all of you who have subscribed and stayed
on with this journal. Thank you also to all of you who have
submitted articles. We all have not always agreed with every
article, but I know we have benefited from them. My goal here is
not to compete with the professionally published coffee trade
magazines. I am an amateur when it comes to publishing, but I
hope to cover topics many of the other publications miss. I
depend on my readers for articles and even when the articles are
self-serving we can still enjoy and learn from them.

My goal with this journal is to promote good coffee. I want to
learn, educate, and entertain. I publish every other Friday via
email and readers include coffee consumers, home roasters,
coffee geeks, retailers, growers, roasters, equipment dealers,
and anyone else who shares our passion for our most wonderful
beverage. If you want to learn more about the fascinating world
of coffee, this is the place. I don't sell anything and
subscription is free.

If you want to advertise here or submit an article please
contact me for the ad rates and deadline schedule.

DISCLAIMER: All information contained here is obtained by
Badgett's Coffee eJournal from sources believed to be accurate
and reliable. Because of the possibility of human and mechanical
error as well as other factors, neither Badgett's Coffee
eJournal nor its publisher, Robert L. Badgett, is responsible
for any errors or omissions. All information is provided "as is"
without warranty of any kind.

To subscribe or unsubscribe, click here:
If you have problems with subscribing or unsubscribing, please
contact me directly.


2. Some Words From Our Sponsors

Custom Imprinted Coffee Mugs
Fast Delivery - Competitive Pricing
For Details Call Doxpress: 800-999-3676

“Find expression for a sorrow, and it will become dear to you. Find
expression for a joy, and you will intensify its ecstasy.”
Oscar Wilde


Robert’s note: The following article first appeared in the
newsgroup, It is by Donald N. Schoenholt of Gillies
Coffee Company, Brookyn, New York, and is in response to a
statement by another posting that espresso in the U.S.A. is
"clueless." It appears here by permission of Mr. Schoenholt.

Espresso is a strong, heart-thumping jolt of coffee exploding in
your mouth. It is short, black, and powerful. Americans for the
most part do not drink espresso but a milk based beverage in
which coffee plays an important part. The form of espresso we
consume is based on an old Italian recipe of mixing a little
coffee with a lot of milk for small children, Then as now that
beverage is called "Latte" in Italy.

The American coffee idiom is still developing. In some respects
American espresso blends are more diverse and of better quality
than many espresso blends manufactured in Italy. America is a
vast country. Milk based espresso beverages are bringing
religion to the natives, but the proselytizing process is long
and arduous. It is ongoing now, in earnest, only about 15
years. Give us time.

The diversity of American tastes provides room for all kind and
manner of coffee blends, roasts, beverages, venues, and price
points. Espresso is only one of coffee's spheres of influence
in the USA. Indeed even in espresso there are several different
original espresso cultures here, Greenwich Village/Little Italy
in New York, New Orleans, and more recently Seattle, Boston, and
San Francisco.

The direct import Italian espresso coffee blends are for the
most part new to America, and in major degree only adequate in
terms of quality. There are some excellent Italian roasters
whose products rarely if ever see an American audience. One of
these, Orsini, an exquisite specialty roaster is unknown here.

Americans who drink black coffee still prefer Filter or
neopolitan drip, French Press, Vacuum siphon or moka brewed
beverage. A very few still cling to their stove top
percolators. They may cling to their can of Folgers, or their
bag of Green Mountain or Bustello but they will not add milk
come hell or high water.

The big roasters, Procter & Gamble, Kraft, Sara Lee, Mother
Parker roast for the common taste. There are few darker roast
blends produced, fewer still are properly ground for use in an
espresso-maker. On balance the bigger roasters here are making
comparable quality products to those made big comparatively
like-sized roasters in European markets including Italy. There
is only one large roaster specializing in commercial production
of dark roast coffees in the United States, Rowland Coffee
Roasters Inc, Miami Florida. They produce Pilon, Bustello,
Medaglia D'Oro, El Pico etc.

Smaller US roasters usually reach out to the food service
industry as their market. Here blends offered usually top out
at 100% Colombian, and drop off significantly in value as the
price/value demand curve dictates. Black coffee is no longer an
afterthought, but it is not a specialty of the house. Retailer
support in the espresso area is still relatively undeveloped.

US Specialty roasters have been working with many origins,
blends and roast colors for some time now. The trade dates
itself from 1970 (but the specialty movement is actually deeper
in history than that). because many of the specialty pioneers
in the US began life in college town environments, and ethnic
neighborhoods espresso has developed along with US specialty

It is delightfully glib, but equally as delightfully silly to
say that American espresso as epitomized by the US specialty
trade is clueless. The trade is organized, Specialty Coffee
Ass'n of America, Specialty Coffee Institute and The Roasters'
Guild. It studies, and experiments, encompasses ideas from the
world over, develops programs, resource materials (written,
audio, and video) provides seminars, field trips to origins, and
a yearly conference and trade show that is the largest and best
attended in the world, and publishes for its members a
newsletter of value and substance. Specialty coffee is nothing
if not committed to raising the standard of coffee in this land.

I am a roaster. In my youth I was also a retailer. The
toughest burden in the fight for a better cup is on the
shoulders of the retailers for they alone are on the firing line
facing consumers every day. It is a hard burden to bear. It is
easier sometimes to just give-in and brew the coffee weaker, or
buy a lighter roasted or blended pound than have to fight the
good fight day in and day out. They are doing the very best
they can. The proof is that the quality of beverage served over
the counter in the US has markedly improved during the last 20
years. Improvement is always desirable. Improvement will
continue as the public becomes more savvy about what coffee
qualities to value.

The American version of cappuccino was invented in New York's
Cafe Reggio in the mid-50's. 50 years later there is still only
one Reggio. Its original cappuccino took 25-years to become a
national craze. It took Starbucks only about a decade to go from
25 to 2000 company owned retail outlets. As for espresso at
Starbucks whatever else may be said it is a historic truth that
without Mr. Schultz' introduction of espresso beverages at
Starbucks and his subsequent success at Il Giornali in the late
80's the espresso revolution as we have seen it (milk and all)
may have waited another generation, or might never have come at
all in North America. After all espresso had been around, even
in the US since the early days of the last century but it had
basically stayed an ethnic novelty enjoyed by Italian Americans.
beatniks, and European visitors (when they could find it).
Starbucks has made a significant contribution to the
popularization of espresso beverages in North America.


“Never think that you’re not good enough yourself. A man should never think
that. People will take you very much at your own reckoning." Anthony

4. A Daily Dose of Wisdom from the Rebbe
-Words and condensation by Tzvi Freeman

The Choice

Ultimately, Darkness will meet its end. Our choice lies only in
the form of its demise.

If we meet nothing but success in every stage of our mission,
Darkness will helplessly surrender. When we fail, however, we
have taken upon ourselves to wrestle it face-to-face to its
utter destruction.

Brought to you by

“In choosing a friend, go up a step.” Jewish Proverb

5 Ground Rules for Grinding

Why bother to find the freshest roasted beans if you are just
going to throw the flavor away at home? That’s what you are
doing if you grind your beans well ahead of time. It is
tempting. You have the beans and it only takes a few minutes to
grind them all up into a nice, aromatic powder. But as the days
go by the flavor in the cup will begin to fade. The scientific
explanation is oxidation, a natural process that begins as soon
as you open up each bag of roasted beans and expose it to the
air. Ground beans offer exponentially more surface area than
beans alone, so by grinding ahead of time you are accelerating
the oxidation of the entire bean.

To maximize flavor in the cup, refrain from grinding until the
last possible moment. Some coffee makers have built-in grinders
so that, as soon as the bean is ground, the brewing begins. If
you have a stand-alone grinder we suggest having it positioned
near your coffee maker. Prepare everything else ahead of time
and then, at the last moment, grind your beans and start

Here are other practical tips for home grinding:
1. Keep the grinder clean.
2. Never grind pre-flavored beans.
3. Grind just prior to brewing.
4. To achieve a more consistent grind gently shake the apparatus
while grinding.
5. Use the correct size for your equipment. Burr grinders allow
you to pre-select the proper grind. With blade grinders timing
is critical:
a. Course Grind –for electric percolators grind for 5-10 seconds
b. Medium Grind –for electric drip or French press 10-15 seconds
c. Fine Grind –for espresso machines grind approximately 30

Of course in matters of taste there is no one recipe for
success. Experiment with your equipment, timing, and ingredients
to achieve results that satisfy you.

BetterBeans.Com: Our Reason for Be'an

Small coffee roasters are perking up all over the country,
recreating styles and blends which were nearly impossible to
find just a few years ago. The quality of these blends remains
unparalleled by those of the giant coffee companies. However,
it is difficult to experience these wonderfully fresh roasted
coffees because the roasters are scattered all over the country.
That is until now!

BetterBeans.Com is committed to finding the best coffee roasters
in the nation and delivering their coffees fresh to your door
each month. Visit our site at BetterBeans.Com to learn more
about our coffee adventure.
Support your local roaster!

Copyright 2001

“Fear not that life shall come to an end but rather that it shall never have
a beginning." John Henry Cardinal Newman

6 Velvet Hot Chocolate

Amount Measure Ingredient -- Preparation Method
-------- ------------ --------------------------------
500 ml milk
125 ml cream (35 per cent fat)
100 g dark chocolate
1 length orange peel -- (10 cm) pith removed
60 ml strong hot espresso

Place the milk, cream, chocolate, and orange peel in a heavy
based saucepan over a low heat.

Stir gently, until the chocolate has melted.

Increase the heat and whisk until the chocolate milk is hot
enough to drink.

Discard orange peel.

Pour into warmed bowls or mugs.

Tip: Chocolate must be melted gently over
a low heat, if the heat is too high the chocolate
will burn, become grainy and have to be discarded.

"It is not the fear of death, illness, hardship, or poverty that crushes the
human spirit; it is the fear of being alone and unloved in the universe."
Anthony Welsh

7. Lifestyle Events Inc.’s David Heilbrunn Named 2001 Show
Manager of the Year

MERCER ISLAND, Wash. – October 30XX, 2001 – Lifestyle Events
Inc.’s vice president and general manager, David Heilbrunn, has
been named show manager of the year by The Expo Group, a leading
tradeshow and event services group. Heilbrunn earned The Expo
Group Show Manager of the Year award for managing Coffee Fest, a
tradeshow for the specialty coffee and gourmet tea industries
that attracts up to 300 exhibitors in each of three cities –
Atlantic City, Las Vegas and Seattle. Coffee Fest has been
produced by Lifestyle Events’ parent company, Festivals Inc.,
since 1991.

“The Expo Group Show Manager of the Year Award is presented to
people who are passionate about providing their customers with a
first-rate experience,” said Ray Pekowski, founder and president
of the ExpoGroup. “To be recognized by peers and customers says
a great deal about the winners’ talents and abilities.”

Peers and exhibitors nominated award recipients for their
innovative show management style, incorporation of new
technology and ability to overcome obstacles. Heilbrunn will
receive a trophy and a $1,000 donation is being made by The Expo
Group in David’s name, which he has chosen to donate to Coffee
Kids, an international organization dedicated to improving lives
in coffee-growing regions.

Heilbrunn and his team currently are brewing a new creation –
The Lifestyle Technology Show (LTS). Exhibitors and sponsors of
LTS have the benefit of working with a company recognized for
delivering quality in 20 years of show management experience.
The first open-to-consumer technology show will take place May
31 – June 2, 2002 at the Anaheim Convention Center in Anaheim,

“I am honored to be recognized by my peers because they
understand what it takes to organize these shows,” said
Heilbrunn. “This award really acknowledges the entire staff’s
hard work and dedication to all of our events. Their energy and
enthusiasm breed success, and we’re looking forward to making an
impact in the consumer electronics arena next year,” he added.

About Lifestyle Events, Inc.
Lifestyle Events, Inc. and parent company, Festivals Inc., are
premier independent consumer and trade show/special event
production and management companies. They have been creating
and producing special events, consumer shows, festivals and
trade shows throughout the United States since 1982. Lifestyle
Events Inc. is headquartered in Mercer Island, Wash. Visit
Lifestyle Events’ Web site at

About ExpoGroup
The Expo Group, headquartered in Irving, Texas is the only
nationwide general service contractor that offers a Single
Source Solution® in the tradeshow industry. The Single Source
Solution provides exhibitors a single point of contact for all
required exhibitor services and an exclusive online ordering
system, cyberservices. Please visit for
more information.

“Perfect courage is to do without witnesses what one would be capable of
doing before all the world."
Francois Duc de La Rochefoucauld

8. Coffee Shop Manager Point of Sale Software wins "Best New
Product Award" at Coffee Fest 2001 Seattle

Coffee Shop Manager is an Award Winning Point of Sale (POS) cash
register replacement software program, specifically designed for
espresso, coffee shops and drive thru retailers. A touch screen
computer provides easy ordering of all your espresso, food,
drinks and other items. Many great features including; prepaid
customer accounts, frequent buyer loyalty tracking, inventory
control, employee scheduling and a link to Quickbooks or
Quicken, make this a perfect high tech replacement for your old
cash register. Visit us at and
download a fully functional product demonstration.

Coffee Shop Manager
17530 Spruce Way
Lynnwood, WA 98037

David Johnson
(425) 743-5158

Lee Alexander
(206) 948-6248

“The chief problem about death, incidentally, is the fear that there may be
no afterlife. . . Also, there is the fear that there is an afterlife but no
one will know where it's being held." Woody Allen


Fort Bragg, CA (October 29, 2001) - Thanksgiving Coffee Company,
an environmentally responsible business based in northern
California, has been named a recipient of the state's 2001 Waste
Reduction Award Program (WRAP) for outstanding efforts to reduce
waste and protect the environment.

The award, presented each year by the California Environmental
Protection Agency since 1993, recognizes companies that
implement innovative programs to reduce the amount of waste they
send to landfills. Efforts range from changing production
methods and recycling waste materials to buying materials with
recycled content and educating employees about the impact of
their actions at work and home.

Thanksgiving Coffee is a leader in the gourmet "specialty"
coffee industry, which includes big names such as Starbucks and
Equal Exchange. Thanksgiving imports coffee beans from more than
15 countries around the world, roasts them, and then distributes
them to stores, cafes, restaurants, and individual customers in
the U.S. and around the globe.

In 1999, Thanksgiving conducted an "environmental audit" that
identified eight areas in which it could cut waste and reduce
its impact on the Earth. This resulted in several new
initiatives, including switching to a more efficient roasting
oven to save propane, installing low-power compact fluorescent
bulbs throughout its 15,000-square-foot plant, creating a worm
farm to compost biodegradable waste, and partnering with a non-
profit organization to plant more than 21,000 trees in Africa to
offset the carbon dioxide emissions from its operations.

Businesses generate almost half of California's 66 million tons
of solid waste each year, and have an important role to play in
state efforts to cut waste. By reducing the amount they throw
away, re-using materials, and increasing purchases of recycled
products, they can reduce demand for raw materials, the energy
used to process them, and new landfills, which contain toxic
chemicals. California currently sends about 58 percent of its
solid waste to landfills.

But reducing waste is not only good for the environment; it's
good for the bottom line. On an annual basis, Thanksgiving
Coffee now saves more than 8,000 gallons of propane and over
43,000 kilowatt hours of electricity, and pays less to dispose
of waste. Collectively, the 2000 WRAP award winners cut the
amount of waste sent to landfills by more than 5.6 million tons.
"It's great to see how creative and innovative California
businesses can be when it comes to reducing waste," said Linda
Moulton Patterson, chair of the California EPA's Integrated
Waste Management Board, the state's primary recycling agency.
The board works with industry, local governments, and the public
to reduce waste disposal and ensure environmentally safe

For more information about Thanksgiving Coffee's commitment to
environmentally responsible business practices, contact April
Pojman at or (707) 964-0118 x30,
or visit The WRAP logo and other
information can be found at

“Choose your friends by their character and your socks by their color.
Choosing your socks by their character makes no sense, and choosing your
friends by their color is unthinkable."

10. Dear Editor

The letters in this week’s edition from Nina Luttinger of
TransFair, and Kim Winters of the Songbird Foundation, while on
differing subjects, raised a similar thought in my mind. It may
be that neither of these very worthy organizations are fully
familiar with how the majority of coffee is grown in Kona,

Ms. Luttinger stresses that their mission is to "improve the
economic viability of small family farms". Ninety per cent of
Kona coffee is grown on farms of typically five acres, worked by
a couple (and their children if still at home), with occasional
harvest help. Most of these farmers have to have additional
part-time or even full-time jobs in order to make it, typically
Hawaii's low paying jobs in the tourist industry
(hotel/restaurant workers etc). Or they supplement their income
by offering B&B "farm-stay" rooms to tourists. Hawaii has the
highest unemployment rate in the U.S., however our expenses are
the highest in the U.S. Water, electricity, and food are all
more expensive here. When we DO employ harvest workers, they are
paid a proper U.S. wage.

The tragic events of September 11th have hit Hawaii very hard.
Tourism is down to 40% of normal, huge numbers of hotel and
restaurant workers have been laid off, coffee sales are down due
to the turndown in the economy. It is harvest time, but some
farmers have not had the cash to pay pickers, so crop is being
left to shrivel on the tree, further reducing the income for
next year. Some farms are being abandoned.....

Ms. Winters states, "Please do buy, and encourage others to buy,
sustainable coffees - shade grown, organic, fairly traded. Your
cup of coffee does make a world of difference."
I thoroughly agree! Your cup of Kona coffee would make a world
of difference to American farmers here in Kona. Our coffee has
ALWAYS been shade-grown and fairly traded. Many of us don't use
pesticides or herbicides. Our songbirds flourish on our green
mountain-slopes covered with coffee trees inter-planted with
papaya, macnuts, avocado, and all manner of beneficial trees.
When farmers cannot make a living here, the land is often
snapped up by developers who bulldoze all the natural vegetation
and put in golf course resorts.

While I sympathize with poor farmers all over the world, can we
not spare a thought for those in America, and buy American? Kona
coffee is not only one of the worlds best coffees, it is also
100% American.

Submitted with aloha

Christine Sheppard
Dragon's Lair Coffee Farm

"These are the times that try men's souls. The summer soldier and the
sunshine patriot will, in this crisis, shrink from the service of their
country; but he that stands it now, deserves the love and thanks of man and
woman." Thomas Paine

11. Links to My Friends

Visit the links page on our website to get the latest links to
both coffee related and unrelated sites of interest. Check it
out. You might find some old friends and make some new ones.

“It is no use saying, 'We are doing our best.' You have got to succeed in
doing what is necessary." Winston Churchill

12. Feedback

Tell me what you think. What do you want more of..less of...what
would you change, add, or delete?

Please direct all inquiries, comments, article submissions and
suggestions to: Robert Badgett

ISSN: 1534-4614 - Library of Congress, Washington D.C., USA

This journal was made from 100% post-consumer, recycled, non-polluting, and
non-trashcan filling electrons.

(c) Copyright 2001 Robert L. Badgett. All Rights Reserved.

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