The International Coffee Convention (ICC) was established in 2023 to address the pressing issues facing the coffee industry. The inaugural ICC identified these challenges and highlighted the opportunities within them, setting the stage for actionable solutions. While there were originally no plans to hold a second ICC so soon after the first, Dr Steffen Schwarz, founder of the ICC, said the overwhelming response and the need for continuity in tackling these challenges led to the organisation of the second ICC in 2024.

The ICC 2024 program, the theme of which is ‘Coffee in Transition’, is designed to tackle pressing issues in the coffee industry. Key sessions include:
1. Future Landscape of Multiple Coffee Species: Addressing species such as Robusta, Racemosa, and Stenophylla within the context of the Nagoya Protocol.
2. Land Use and Coffee Farming Systems: Exploring deforestation policies and innovations in coffee fermentation and processing technologies.
3. Advancements in Coffee Preparation and Business: Covering the journey from roasting to creating the perfect café crème.
4. Sustainable Utilisation of Coffee By-Products: Discussing challenges and opportunities in utilising coffee by-products sustainably.
5. Coffee and Health: Examining the nutritional impacts, benefits, and substantiating health claims of coffee.

The event will also include unique cupping sessions to explore rare coffee species:
• Rare Species Cup tasting
• Liberica Cup tasting

Additionally, there will be a live research project on sensory coffee preference testing, providing attendees with hands-on experience in evaluating coffee maturity and freshness. Among the key scientific presentations, the ICC will showcase a groundbreaking study on the impact of post-roast maturation on the sensory experience of coffee, offering new insights into how aging affects coffee flavour and quality.

The Kaldi Awards, which celebrate significant advancements and research in the coffee industry, will be presented during the convention, recognising outstanding contributions in various categories such as lifetime achievement, green coffee cultivation and processing, roasting, and preparation.

The International Coffee Convention is designed to be an unparalleled gathering for ‘anyone passionate about coffee’ — from farmers and roasters to traders and researchers. By fostering collaboration and sharing cutting-edge research, the convention aims to drive the industry towards a sustainable and innovative future.

For the full programme, visit: coffee-convention.com/Program/.

For more information and to register for the event, please visit: International Coffee Convention.

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“The production environments are changing so fast that what we do today is not going to work 30 years from now,” said Hannah Neuschwander, director of communications and strategy, World Coffee Research (WCR). “So, you must have a pipeline that is continuously responding to those changes; the way of doing things in the past where the breeding program dissolves after you get one or three good varieties is no longer going to work.”

By 2030 ,WCR will release 100 new varieties. Currently, there are 119 registered varieties, including Arabica and Canephora varietals. However, there is the capacity to release an additional 100 every three years. “We are continuously taking the best and ditching the worst,” said Jennifer (Vern) Long, CEO of World Coffee Research. The pipeline that we have now activated includes nine government partners. It is going to change the narrative completely.” World Coffee Research has recently introduced speed breeding to allow farmers to add seeds instead of seedlings to their production, significantly reducing transportation challenges that some of the farmers faced with hybrids. The method of speed breeding accelerates the seed cycle, tweaking environmental factors, such as water, light, and temperature, to get a plant that flowers as soon as possible. “We will be releasing 100 candidates
in 2030 that will be available for trialling,” said Long. The intent is to provide farmers with several options to help determine which varietal they want for their production.

Dr Steffen Schwarz, director and founder of Coffee Consulate in Germany, is a passionate collector of coffee species and varietals. Currently, he has over 320 different varieties, from several species of coffee, that he cultivates with colleagues and over 120 in a living collection in a greenhouse in Germany. When exploring coffee, Dr Schwarz stressed the importance of understanding both the industry’s challenges and potential, which includes looking into the possibility of integrating a variety of coffee species into commercial production.

“The challenge we have, which impacts all agricultural crops, is climate change,” said Dr Schwarz. “Anything we’re using now has been adapted to other situations.” In coffee, most of the discussion about resiliency is centred on Arabica. However, he stressed that the coffee industry must also consider the challenges that Canephora faces. “Canephora has 90 percent of its roots in 30 centimetres of the soil, which means it’s super narrow, and if there’s a drought, there is no reservoir that Canephora can connect to.”

The changing climate impacts the microbiome and nutrients in the soil. The different environmental conditions, whether wet, dry, hotter or cooler, change which plants can live in that space. “Plants are not simple organisms. They have an active transport that goes by the microbes and bacteria that move into
it and carry the substances and nutrients into the plant,” Dr Schwarz explained, stressing that by investing the time to understand the various species, and in particular the root system of these plants, the industry can learn both about the resiliency of the plant, while also gaining insight into the flavour profile.

He pointed out that Canephora has a much more narrow, aromatic feel than the Arabica, whose roots go much deeper. “And Liberica’s roots go even deeper, which is why it comes out with wild notes that are incredible, but because it has so much sugar, it ferments,” shared Schwarz, adding, “so if you don’t control it after harvest, ideally within 30 minutes from picking, then you may end up with a coffee that has these strange wild flavours that are due to the uncontrolled fermentation.”

Root research can deepen the understanding of the various coffee species themselves and bring to
light the potential of bringing two species of coffee together through grafting. “One of the reasons we’re interested in root research is we see some really positive benefits from grafting Arabica and Robusta onto Excelsa because of its extensive root system,” said Aaron Davis, senior research leader, Crops and Global Change, Kew Gardens, Sussex, United Kingdom. “If you can swallow the costs of doing it, then grafting could be a viable and useful option for many farmers.”

Digging into Wild Species: Liberica, Stenophylla and Excelsa

Challenges with Robusta and Arabica crops, including pests, disease, and overall resiliency, have resulted in other countries looking at alternative species, specifically Excelsa and Liberica, both of which were planted as border crops to draw out pests. When coffee wilt devastated the Robusta plants in Uganda, shared Davis, the farmers discovered that the Excelsa species were resistant. In India, farmers also found that Excelsa appeared to survive drought episodes. There are several trial plots of Excelsa in Uganda, South Sudan, Sierra Leone, and India. “They needed something that is going to be viable, particularly when they’ve witnessed the drought episodes in Uganda in the last couple of years,” said Davis. “Farmers recognised that these species could help bridge production volumes.”

Excelsa’s growth has been rapid, with Davis’s team working with approximately 250 farms. In Uganda, an additional 100 farms, including cooperatives, are either growing or inquiring about acquiring Excelsa, and the government supports these investments. In South Sudan, approximately 1000 hectares are dedicated to growing Excelsa.

“People are flipping the script when it comes to Excelsa, shifting it from a cheap filler to a priced commodity with the potential of becoming a specialty coffee,” said Michael Mazzotta, co-founder, Excelsa Coffee, San Diego, California. “It’s finally getting the image that it deserves.”

Excelsa Coffee’s online shop, which launched earlier this year, immediately garnered consumer interest and quickly sold out the product. However, it has also resulted in several Excelsa producers from across the globe reaching out, hoping to export their products to America. “One of our biggest challenges is simply lack of consumer awareness and understanding,” said Olin Patterson, co-founder, Excelsa Coffee. “We’ll keep networking, having events and drinking Excelsa every day. We love it, but the reality is it will take several years for the market to understand that there are nuances in coffee.”

Excelsa Coffee can be purchased through several online channels in the United States, including Amazon, Walmart, and social media platforms, with plans to open its retail shop in early 2025. Patterson and Mazzotta are also working with producers in Central America and South Sudan and researchers at UC Davis and the University of Florida to deepen their understanding of Excelsa and its potential as a commercial product.

“Coffee is a very sophisticated field, with so many different varieties, said Dr Carmen Ablan Lagman, researcher and professor at De La Salle University, Manilla, Philippines. “But we are focusing on one group, Arabica, because that’s the high value item.

“Lagman stressed that Liberica, with its unique flavour profile, has the potential of moving into the specialty sector. “What we have to do now is convince [producers] that quality is very important,” said Lagman. “It’s difficult to get from normal to specialty, but then the ROI from that is a huge difference.”

Today, there are at least three substantial producers of Liberica in Malaysia, with production expanding
in the Philippines and India. “In the Philippines, we are not up against coffee versus some other plant or product; we’re talking about coffee versus subdivision or store fronts,” said Lagman. “We have to be strategic in a way that we develop coffee so that the return from doing this is bigger than people buying the land for subdivisions.” This includes considering both the benefits that these species provide, and their limitations.

Understanding the Alternate Species

“There are several intrinsic limitations with Liberica because of the biology of the plant; it has a very thick pulp, it also has very large seeds, and the out-turn from fresh cherry to clean coffee is very low,” said Davis. Left on their own, these plants can grow over 30 feet tall, making it difficult to harvest. Although there are several similarities between Liberica and Excelsa, Davis shared that next-generation sequencing methods confirm that these are, in fact, two distinct species. “They’re different not just on the molecular side, but also on the basic characteristics in terms of seeds, fruits, flowers,” he said.

Kew Research currently has three research projects on Excelsa and Liberica, including one large project focused on genotyping and DNA sequencing work. “I think there will be gains in breeding for both
Arabica and Robusta, with some being more resilient than others.” Davis wants to ensure that farmers have access to other species of coffee, especially when Canephora and Arabica may no longer be an option.

Understanding the story of these alternate species is vital to unearthing the possibilities in coffee and rewriting the coffee landscape. However, the future coffee story does not need to be an ‘either/or’ option; instead, the industry would benefit by considering how these species can become a part of the experience. “What’s really heartening and exciting is that people are really excited about the wild species,” said Neuschwander, “We want all of these species to be explored and utilised, to continue to provide that diversity that makes coffee interesting and an important livelihood option for many people.”

• Anne-Marie Hardie is a freelance writer, professor and speaker based in Barrie, Ontario. She may be reached at: annemariehardie1@gmail.com

The post Broadening the Vision of Coffee Through Alternative Species appeared first on Tea & Coffee Trade Journal.

Although cold brew coffee is often viewed as a contemporary trend, its origins can be traced back several centuries. The earliest known use of cold-brewing methods is believed to have originated in Japan during the 17th century. Dutch traders are credited with introducing the concept to Japan, where it
became known as ‘Kyoto-style’ coffee, named after the city where it gained popularity. This slow-drip method, now referred to as cold drip, became a staple in Japanese coffee culture, producing a delicate, aromatic coffee, distinct from the hot brews popular in Europe. In the United States, cold brew found its first significant commercial application in the 1960s with the introduction of the Toddy cold brew system, developed by Todd Simpson. This method, involving the steeping of coarse coffee grounds in cold water over extended periods, laid the foundation for the cold leach technique commonly used today. However, it was not until the early 21st century that cold brew truly surged in popularity, driven by a growing consumer interest in specialty coffee and innovative brewing methods.

Global Market Development

The global rise of cold brew coffee has been nothing short of remarkable, particularly over the last decade. In the United States, the cold brew market experienced explosive growth between 2011 and 2016, with sales increasing by over 580 percent. This surge was fuelled by factors such as the burgeoning specialty coffee movement, a shift towards healthier, less acidic coffee options, and the appeal of cold brew as a refreshing alternative to traditional hot coffee. In Europe, cold brew began gaining traction in the mid-2010s, particularly in the United Kingdom and Germany. Initially driven by
specialty coffee shops and roasteries, the trend gradually spread to larger chains and supermarkets. The European market has seen a steady increase in cold brew offerings, with consumers attracted by its unique flavour profile and versatility. In Germany, for example, cold brew is increasingly available in bottled form, catering to a growing demand for convenience. Asia has also embraced cold brew, albeit at a slightly slower pace. In countries like Japan, where cold brewing methods have a long history, the modern cold brew trend has been seamlessly integrated into the existing coffee culture. In South Korea and China, cold brew has become particularly popular among younger consumers who appreciate its smooth taste and lower acidity. The market in these regions has seen significant growth, with both
local cafés and international chains offering cold brew options.

Cold Brew: Beyond a Beverage

Cold brew is often mistakenly seen merely as a chilled coffee beverage, but in essence, it is a sophisticated extraction technique. Unlike hot brewing methods that rely on heat to quickly extract flavours and compounds from coffee grounds, cold brew relies on time and lower temperatures. This process results in a coffee that is noticeably smoother, sweeter, and less bitter, due to the reduced solubility of certain acidic compounds at lower temperatures. Cold brew can be categorised into three
primary extraction methods, each offering unique operational advantages and flavour profiles:

• Cold Leach (Maceration): This method involves steeping coarsely ground coffee in cold water for an extended period, typically between 14 and 26 hours.
• Cold Drip: This technique slowly drips cold water through coffee grounds using gravity,
with the entire process typically taking 3 to 12 hours.
• Cold Press: This method uses pressure, either positive or negative, to enhance the extraction
process, often reducing the required time significantly.
Cold Leach: The Art of Patience and Depth Cold leach, or maceration, is the most widely used
cold brew method. It involves immersing coarse coffee grounds in cold water and allowing them to
steep for a period ranging from 14 to 26 hours. This extended extraction time enables a thorough
dissolution of coffee solubles, resulting in a rich, full-bodied coffee with minimal acidity and bitterness.

Practical Tips for Cold Leach
• Coffee-to-Water Ratio: The standard ratio suggested by the study is 50-100 g/L. Adjust the ratio based on your desired strength and the specific characteristics of the beans.
• Grinding: Use a coarse grind to prevent overextraction. The particle size is crucial in the extraction process; too fine a grind can lead to an overly intense brew.
• Temperature: Extraction should ideally occur at refrigerator temperatures (around 8°C) to inhibit microbial growth while allowing sufficient extraction of flavours. Room temperature extraction (20°
C) is also common but may require stricter controls on extraction time and storage.
• Extraction Time: The study indicates that most extraction occurs within 7 hours but extending
the time to 14 -26 hours can enhance flavour without significantly increasing bitterness.
Exceeding 26 hours may lead to over-extraction, where unwanted bitter compounds become
more prominent.

Taste Profile

Cold leach typically yields a coffee with a fullbodied, smooth taste and lower acidity. The prolonged steeping time extracts a higher quantity of lipids and oils, contributing to a rounder, more velvety mouthfeel.

Cold Drip: Precision and Clarity

Cold drip, also known as Kyoto-style coffee, is more labour-intensive than cold leach but offers a unique flavour profile characterised by clarity and brightness. This method involves slowly dripping cold water over coffee grounds, with gravity driving the extraction. The drip rate is critical, as it directly influences the extraction process. The entire process can take anywhere from 3 to 12 hours, depending on the setup and desired flavour intensity.

Practical Tips for Cold Drip:

• Equipment: Invest in a reliable cold drip tower or system that allows precise control over the drip rate. This equipment can also serve as an attractive focal point in your coffee shop.
• Drip Rate: Aim for a drip rate of about one drop per second. Faster rates may result in under-extraction, while slower rates could lead to over-extraction and a more bitter flavour.
• Coffee-to-Water Ratio: Start with a 1:10 ratio, adjusting based on the desired strength. Cold drip tends to highlight the more delicate and nuanced flavours of the coffee, so using high quality beans is advisable.
• Monitoring: Regularly check the drip rate and water temperature to ensure consistency throughout the extraction process.

Taste Profile

Cold drip coffee is known for its clarity and pronounced acidity. It has a lighter body compared to cold leach and often exhibits more complex and subtle flavours, making it an excellent method for highlighting the unique characteristics of single-origin beans.

Cold Press: Speed and Intensity

Cold press extraction methods, such as using a French press or an AeroPress with cold water, employ pressure to speed up the extraction process. This method can reduce the time required to make cold brew to as little as two to four hours. The use of pressure enables the extraction of more intense flavours and higher caffeine content, making it a popular choice for those who prefer a stronger brew.

Practical Tips for Cold Press

• Pressure Settings: Whether using a French press or more advanced equipment, ensure even and consistent pressure throughout the extraction. This helps avoid over-extraction, which can lead to bitterness.
• Coffee-to-Water Ratio: Start with a ratio of 1:7 to 1:9. Cold press methods often produce a more concentrated brew, which can be diluted to taste or used as a base for other coffee beverages.
• Grind Size: A grind size slightly finer than that used for cold leach but still coarser than espresso is recommended to facilitate better extraction under pressure.
• Temperature: Cold or room-temperature water can be used. Cold water is generally preferable as it results in a more balanced extraction, while room-temperature water may introduce more acidity.

Taste Profile

Cold press produces a concentrated brew that is bold and intense, with a rich and syrupy body.
The use of pressure can extract more robust flavours and higher levels of caffeine, resulting in a brew that is strong yet smooth. This method is ideal for creating coffee concentrate that can be served as-is or used in various creative beverage applications.

Understanding Extraction and Time: Key Compounds

The extraction time significantly impacts the concentration of key compounds in cold brew coffee. In one of our studies, we provide detailed insights into how these compounds behave over time:
• Chlorogenic Acid: This compound, which contributes to bitterness and astringency, continues to increase up to about 120 minutes. However, its extraction largely stabilises after this point.
• Caffeine: The caffeine content increases steadily during the first 140 minutes of extraction but remains relatively stable thereafter.
• Acetic Acid: Acetic acid, which adds to the acidity of the coffee, shows minimal changes after 40 minutes of extraction.
• Lactic Acid: Lactic acid stabilises quite early, within just 40 minutes, contributing to the coffee’s acidity and smoothness.
• Trigonelline: This compound, known for its role in the formation of flavour and aroma, ceases to increase significantly after around 40 minutes.
• 5-Hydroxymethylfurfural (HMF): The presence of HMF remains relatively constant throughout the extraction process, indicating its stability. These findings suggest that, while the majority of extraction occurs within the first few hours, extending the time allows for the complete dissolution of specific compounds, which can enhance the overall flavour profile.

Ensuring Quality and Safety: Shelf Life Considerations

One of the key challenges in cold brew production is ensuring the product’s safety and shelf life. Unlike hot brewed coffee, which is typically consumed immediately after preparation, cold brew is often stored for later use, making it susceptible to microbial contamination.

Our studies found that improper handling and extended storage times can lead to the growth of spoilage organisms, including Bacillus cereus, which can pose health risks.

Best Practices for Shelf Life & Safety:

• Sanitisation: Thoroughly clean and sanitise all equipment before each use, including storage containers, grinders, and utensils. Cold brew’s long extraction time and lack of a heating step make it particularly vulnerable to contamination.
• Water Quality: Use filtered or bottled water to minimise the risk of contamination. Soft water is often preferred for cold brew as it prevents mineral build-up that can affect the flavour.
• Storage Conditions: Store cold brew in airtight containers and keep it refrigerated at all times.
The study indicates that cold brew should ideally be consumed within 24 to 48 hours.
Beyond this period, the risk of spoilage increases, and the flavour may degrade.
• Batch Testing: Regularly test batches for pH and microbial activity. A pH below 4.6 can inhibit the growth of many pathogens, making it a good benchmark for ensuring safety.
• Shelf Life: While some commercial products may claim longer shelf lives through pasteurisation or other preservation methods, for freshly prepared cold brew, limiting storage to a maximum of three days under refrigeration is advisable. Any signs of off-flavours or changes in aroma should prompt immediate disposal of the product.

Enhancing the Customer Experience

In addition to perfecting your cold brew techniques, consider how you can enhance the overall customer experience:
• Education: Educate your customers about the differences between cold brew methods. This can create a more engaging and informative purchasing experience, fostering customer loyalty.
• Tasting Flights: Offer cold brew tasting flights, allowing customers to compare different methods or single-origin cold brews side by side. This not only showcases the versatility of cold brew but also highlights the distinct characteristics of your offerings.
• Seasonal Variations: Experiment with seasonal cold brew variations, such as adding spices in
winter or citrus in summer. Nitro cold brew, with its creamy texture and visual appeal, is another excellent option that can attract attention and set your product apart.
• Sustainability: Incorporate sustainability into your cold brew offerings by using lower-grade beans or leftover coffee grounds for certain methods, thus reducing waste. Offering refillable bottles for regular customers can also align with the growing demand for eco-friendly practices.

Elevating Your Cold Brew Craft

Cold brew is more than a trend: it is a sophisticated coffee extraction technique which, when executed well, can elevate your coffee shop’s offerings and help you stand out in a crowded market. By understanding the nuances of cold leach, cold drip, and cold press methods, and by implementing rigorous quality control and safety practices, you can create a cold brew coffee that not only meets but exceeds customer expectations. Whether you are perfecting a traditional cold brew, introducing the precision of cold drip, or exploring the intensity of cold press, success lies in the details — from grind size and water quality to extraction time and storage conditions. By focusing on these elements and continuously refining your process, your cold brew can become a signature offering that sets your business apart and keeps customers coming back for more.

Dr Steffen Schwarz is the director of the Mannheim, Germany-based Coffee Consulate, which he founded in 2005 to meet the increasing demand for training. In addition to extensive workshop programmes, the company is engaged in research and product development, and manufactures
barista tools, teaching and analytical materials.

• Dr Steffen Schwarz is the director of the Mannheim, Germany-based Coffee Consulate, which he founded in 2005 to meet the increasing demand for training. In addition to
  extensive workshop programmes, the company is engaged in research and product development, and manufactures barista tools, teaching, and analytical materials.

The post Mastering Cold Brew: A Practical Guide for Small Roasteries and Coffee Shops appeared first on Tea & Coffee Trade Journal.

The digital Tea & Coffee World Cup (TCWC – hashtag #TCWorldCup21 on social media) is a combination of lectures and skill-building classes, as well as a virtual exhibition hall. Our speakers (their full bios are available here) all have highly informative, engaging and enlightening presentations planned. Presenters include:

• Rona Tison, executive vice president of corporate relations at ITO EN’s North American operations. ITO EN is Japan’s leading green tea brand and the world’s leading purveyor of premium and sustainably grown green tea and healthy beverages. Tison’s presentation, entitled “The Evolution & Globalization of Japanese Green Tea,” discusses the surging global popularity of green tea and matcha.
• William “Bill” Murray, president and chief executive officer (CEO) of the National Coffee Association, U.S.A. (NCA). His presentation, “Coffee, The Original Superfood: Challenges and Opportunities Communicating the Coffee & Health Message,” examines the overwhelming scientific research evidencing coffee’s healthy attributes and the stigmas and misinformation that continually surround the beverage.
• Matthew Barry, senior consultant at global market intelligence firm, Euromonitor International, specializing in global beverage industry trends, with a particular focus on coffee, tea and alcoholic spirits. While the pandemic did not stifle consumers’ love of coffee and tea, it did change how and where the drinks were consumed — and purchased. His presentation, “The Lasting Effects of Covid-19 on Coffee and Tea,” analyzes the change in consumer consuming and purchasing behaviour and offer a post-pandemic outlook for the beloved beverages.

Of course, our popular skill-building classes also return to the digital TCWC. The coffee classes will be run by Coffee Consulate and CVUA Karlsruhe and the tea, by the UK Tea Academy.

Dr Steffen Schwarz is managing director of the Hamburg, Germany-based Coffee Consulate, which he founded in 2005 to meet the increasing demand for training. In addition to extensive workshop programs, the company is engaged in research and product development, and manufactures barista tools, teaching and analytical materials.

Dr Dirk W Lachenmeier is state-certified food chemist, toxicologist, and director of the official coffee control laboratory for the German State Baden-Württemberg. He joined the Chemical and Veterinary Investigation Agency Karlsruhe (CVUAKA), Germany in 2003, and has served as director of the department of plant-based food since 2012.

Dr Schwarz and Dr Lachenmeier are hosting two skills classes for TCWC. The first, “Myths about Cold Brew Coffee” explores why there are so many wrong ideas and beliefs on cold brew and how to create a good one. The second, “Innovative Coffee Products made from Coffee By-Products,” highlights how other parts of the coffee plant can change the life of the farmer and the consumer.

Carri Hecks is the head of brewing and a tutor for the UK Tea Academy, where she currently teaches a sensory and practice online course, and part of the tea sommelier course. For TCWC, Hecks is hosting, “Creative Cocktails and Marvellous Mocktails,” which shows participants how to create a variety of fun cocktails – and mocktails – all of which use tea as a base. A second skills class, “The Art of Brewing,” teaches proper brewing methods for a variety of teas (black, green, white, etc).

Additional presentations are being offered by Petra Overall, export manager, Oxalis and Amaia Cowan, Futamura.

We hope you will be able to join us today – 8 September – for Tea & Coffee World Cup’s launch, or over the course of the following month. It’s not too late to register so please visit: www.tcworldcup.com so you may have 24/7 access through 8 October.

• Vanessa L Facenda, editor, Tea & Coffee Trade Journal.
  Keep in touch via email: vanessa@bellpublishing.com
  Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal.

The post Tea & Coffee World Cup kicks off today! appeared first on Tea & Coffee Trade Journal.

Our stellar speakers all have highly informative, engaging and enlightening presentations planned. The roster includes:

• Rona Tison is the executive vice president of corporate relations at ITO EN’s North American operations. ITO EN is Japan’s #1 green tea brand and the world’s leading purveyor of premium and sustainably grown green tea and healthy beverages. Tison also serves on the Board of the Tea Association of the USA and the Tea & Health Committee, the US-Japan Council and Advisory Board of the Global Tea Initiative at University of California, Davis, was the first woman to receive the John Harney Lifetime Achievement Award and is fluent in Japanese. Her presentation, entitled “The Evolution & Globalization of Japanese Green Tea,” will discuss the surging global popularity of green tea and matcha.
• William “Bill” Murray is president and chief executive officer (CEO) of the National Coffee Association, U.S.A. (NCA), a role he has held since June 2014. He leads NCA’s advocacy, regulatory, and member support activities on behalf of the hundreds of coffee-focused organisations that comprise NCA’s membership. Prior to joining the NCA, Bill was CEO of the Public Relations Society of America (PRSA). Previously, Bill worked in Hollywood for more than 20 years, including as executive vice president and co-chief operating officer at the Motion Picture Association of America (MPAA), which represented the multinational entertainment industry in more than 70 countries. Murray’s presentation, “Coffee, The Original Superfood: Challenges and Opportunities Communicating the Coffee & Health Message,” will examine the overwhelming scientific research evidencing coffee’s healthy attributes and the stigmas and misinformation that continually surround the beverage.
• Matthew Barry is a senior consultant at global market intelligence firm, Euromonitor International, where he specialises in global beverage industry trends, with a particular focus on coffee, tea and alcoholic spirits. While the pandemic did not stifle consumers’ love of coffee and tea, it did change how and where the drinks were consumed — and purchased. His presentation, “The Lasting Effects of Covid-19 on Coffee and Tea,” will analyse the change in consumer consuming and purchasing behaviour and offer a post-pandemic outlook for the beloved beverages.

Our popular skill-building classes also return to TCWC, digitally, of course, but still educational and entertaining. The coffee classes will be run by Coffee Consulate, and the tea, by the UK Tea Academy.

• Dr Steffen Schwarz is managing director of the Hamburg, Germany-based Coffee Consulate, which he founded in 2005 to meet the increasing demand for training. In addition to extensive workshop programs, the company is engaged in research and product development, and manufactures barista tools, teaching and analytical materials. Dr. Schwarz is the author of numerous scientific journals and regularly teaches as a guest lecturer of food management-related studies at the Cooperative State University in Heilbronn and at the University of Hohenheim.
• Dr Dirk W. Lachenmeier is state-certified food chemist, toxicologist, and director of the official coffee control laboratory for the German State Baden-Württemberg. He studied food chemistry and carried out his PhD research in Forensic Toxicology at the University of Bonn. Dr. Lachenmeier joined the Chemical and Veterinary Investigation Agency Karlsruhe (CVUAKA), Germany in 2003, and has served as director of the department of plant-based food since 2012. He regularly contributes to working groups of the monographs program of the World Health Organization’s International Agency for Research on Cancer (IARC), including the working group on coffee consumption.
• Dr Schwarz and Dr Lachenmeier will host two skills classes for TCWC. The first, “Myths about Cold Brew Coffee” will explore why there are so many wrong ideas and beliefs on cold brew and how to create a good one. The second, “Innovative Coffee Products made from Coffee By-Products,” will highlight how other parts of the coffee plant can change the life of the farmer and the consumer.
• Carri Hecks is the head of brewing and a tutor for the UK Tea Academy. She currently teaches a sensory and practice online course, and part of the tea sommelier course. Her interest in all things culinary has led to a keen knowledge of tea use in cooking and cocktails. She is also judge for the Guild of Fine Food’s ‘Great Taste Awards.’ For TCWC, Hecks is hosting, “Creative Cocktails and Marvellous Mocktails.” The class will show participants how to create a variety of fun cocktails – and mocktails – all of which use tea as a base. (I audited a similar class she held in July for the UKTA—it was a lot of fun and it made me thirsty!) A second skills class, “The Art of Brewing,” will teach proper brewing methods for a variety of teas (black, green, white, etc.)

We hope you will be able to join us on 8 September, or throughout the following month (ending 8 October) for Tea & Coffee World Cup. To register, or for more information, please visit: www.tcworldcup.com.

There is still time to exhibit or sponsor, so if interested, please contact Chris Seldon: chris@bellpublishing.com.

• Vanessa L Facenda, editor, Tea & Coffee Trade Journal.
  Keep in touch via email: vanessa@bellpublishing.com
  Twitter: @TCTradeJournal or LinkedIn: Tea & Coffee Trade Journal.

The post The digital Tea & Coffee World Cup is fast approaching appeared first on Tea & Coffee Trade Journal.

Our presenters are all highly acclaimed within their fields. The keynote speaker for coffee will be Thomas Linemayr, CEO of Tchibo Coffee. Headquartered in Hamburg, Germany, Tchibo is one of Europe’s leading coffee roasters and just entered the US market in 2020 — during the height of the Covid-19 pandemic. Rona Tyson, executive vice president, corporate relations & PR, ITO EN, will be the keynote speaker for tea. Tokyo-based ITO EN is Japan’s largest green tea and matcha supplier and is a global leader in ready-to-drink green tea and matcha beverages. Matthew Barry, senior beverages consultant at London-based global market intelligence firm, Euromonitor International, will offer an outlook for the global coffee and tea industries in the post-pandemic world.

Our popular skill-building classes also return to TCWC, but digitally, of course. The coffee classes will be run by Dr Steffen Schwarz and Dr Dirk Lachenmeier of the Karlsruhe, Germany-based, Coffee Consulate, while the tea classes will be run by the London-based UK Tea Academy.

We will share full presentation details including topics and session times at a later date on our TCWC website so stay tuned!

For more information or to register for the virtual Tea & Coffee World Cup, please visit: www.tcworldcup.com.

Booths and sponsorship opportunities for Tea & Coffee World Cup, are still available so please contact our events manager, Kyra O’Sheen (kyraosheen@bellpublishing.com) or our exhibitions manager, Chris Seldon (chris@bellpublishing.com) for more information.

The post Speakers announced for Tea & Coffee World Cup 2021 appeared first on Tea & Coffee Trade Journal.