Credit where credit is due

I have been in coffee nearly 15 years.  For most of that time, I lived at origin, where I worked extensively with and on behalf of smallholder growers and farmworkers.  And frequently during those 15 years, I have been frustrated by how often the people who make our coffee delicious remain anonymous.  By how many people remain in the shadows, even in the most transparent supply chains.  Fortunately for me,  I am now in a position to do something about that.   

Today I am pleased to announce the Intelligentsia Coffee Credits, designed to give credit for our single-origin offerings where credit is due.  Just like the names that scroll up the screen after every film, our coffee credits are designed to be exhaustive, including the names of every smallholder grower whose coffee has found its way into our single-origin lineup, whether they dropped it in ripe cherry form at washing stations in Central Africa or delivered it as parchment to the organizations they belong to in Central America.  Every farmworker who harvested cherry at peak ripeness to optimize the sweetness and flavor of the best coffees on our menu.  

This measure is entirely consistent with long-standing commitment to supply-chain transparency that we share with our Direct Trade partners around the world.

The first iteration of our Coffee Credits comes from the Sierra Mixteca of Oaxaca in southwestern Mexico, the source of our current La Perla de Oaxaca Organic Mexico offering.   Peruse the names of every grower who contributed to that lot — more than 100 in all — here.

Look for Coffee Credits on select releases in our Southern Hemisphere lineup beginning next week.  By the time the next Northern Hemisphere buying season rolls around, we expect to publish these credits with every single-origin coffee we release.  For everything these growers and farmworkers do to deliver us the cleanest and sweetest coffees in the world, it is the least we can do.

The Intelligentsia Extraordinary Coffee Competition: Best in Inventory

Last month, we gathered our entire supply chain in San Francisco for the annual Intelligentsia Extraordinary Coffee Workshop. The event itself is nothing new: this is the ninth year in a row we have convened our Direct Trade partners from around the world for ECW, a week of talking and tasting coffee together with the growers, millers and exporters in our supply chain. What was new for 2017 was this: the Intelligentsia Extraordinary Coffee Competition.

A Coffee Battle Royale

We invited all our Direct Trade partners to send us just two kilos of the very best coffee they could produce. We received plenty of special submissions just for the occasion. Since many growers in our supply chain had already sent us their best coffees of the season, we put all the special submissions we received up against every one of the single-origin coffees already in our inventory. The end result was something like a coffee battle royale: nearly 60 coffees from 13 countries in the ring, all competing for the title Best in Show.

There were lots of other prizes based on different criteria, including geography (Best of the Americas, Best of Africa, Best Northern Hemisphere, Best Southern Hemisphere), farm size (Best Smallholder Coffee) and cup profile (Fruit Basket Award, Sugar Cane Award and Clarity Award). And we created a Best in Inventory Award so we could celebrate the most extraordinary coffee on our menu.

The Rules

The coffees were randomly assigned three-digit numerical codes and then randomly reassigned three-letter alphabetical codes as part of a double-blind procedure that kept nearly everyone involved in the process from unlocking the identities of the coffees until scoring was completed. The action progressed through multiple rounds, with competitors gradually eliminated along the way. The opening round took place at the cupping lab in our Chicago Roasting Works with a core Quality Control team that evaluated every sample using the Intelligentsia cupping form and narrowed the field of nearly 60 entries to 10 finalists based on overall score. Each entrant was eligible to send only one lot to the finals to maximize the diversity of the profiles on the 10-top table that would be cupped at ECW. Samples of each of those 10 coffees were transported to San Francisco by our Vice President Geoff Watts in advance of ECW in a locked briefcase that was handcuffed to his wrist. For real.

There, the panel for the finals consisted of our entire Direct Trade supply chain: growers, millers, exporters, importers, green coffee buyers, roasters and baristas. In keeping with the event’s focus on technology, the finals were scored on smartphones using the Cropster Cup app and a customized form specifically developed for the event by our friends at Cropster. That form included just four categories: sweetness, acidity, clarity and overall score. The three subcategories were selected as a kind of calibration and part of the joint sensory exercises that are an important part of every ECW event. These are the categories that carry the most weight as we evaluate coffees for purchase, and we wanted to underscore the relationship between these specific categories and our perception of overall quality. The results of that exercise were unambiguous: the coffee that had the highest overall score also had the highest score in each of these subcategories.  To determine a winner, the overall scores from both the Chicago cuppings and the finals at ECW in San Francisco were combined and averaged.

Best (and Second-Best) in Show

Best in Show was a stunning and beautiful Gesha varietal from the Gesha Village Estate in southwestern Ethiopia. It was a lot carefully assembled for purposes of the competition and not available for purchase. A close second, and Best in Show runner-up, was a coffee from our inventory:, a complex, crisp, clean coffee from Kenya that had been waiting patiently in the wings for its turn to fly on our menu under the Kunga Maitu banner.

We are delighted to make that coffee available to you as a special release: the ECW Best in Inventory Award Kunga Maitu Kenya. This outsized coffee represents the best of Intelligentsia. With huge flavors of candied grapefruit, chamomile and clove, we think you will understand why.  The ECW Best in Inventory Award Kunga Maitu Kenya is available now for purchase HERE, nd we are featuring it on the menus of all of our Coffeebars nationwide from Saturday, October 14 to Saturday, October 21.

The full list of winners from the inaugural Intelligentsia Extraordinary Coffee Competition follows:

 

Best in Show
Rachel Samuel Overton and Adam Overton
Gesha Village Coffee Estate, Ethiopia
washed Original Gesha

Best in Inventory
Intelligentsia Kunga Maitu Kenya
Kainamui lot
washed SL-28, SL-34, Riuru 11

Best of Africa
Rachel Samuel Overton and Adam Overton
Gesha Village Coffee Estate, Ethiopia
washed Gesha

Best of the Americas
Cielo y Nilson López
Fincal El Gallineral, Colombia
honey Geisha

Best Northern Hemisphere
Rachel Samuel Overton and Adam Overton
Gesha Village Coffee Estate, Ethiopia
washed Gesha

Best Southern Hemisphere
Mariana and Carlos Iturralde
Finca Takesi, Bolivia
washed Geisha (coming soon to the Intelligentsia menu!)

Best Smallholder Coffee
Mary Maina Manyeki
Manyeki Estates, Kenya
washed SL-28, SL-34

Fruit Basket Award
Rachel Samuel Overton and Adam Overton
Gesha Village Coffee Estate, Ethiopia
washed Gesha

Sugar Cane Award
Rachel Samuel Overton and Adam Overton
Gesha Village Coffee Estate, Ethiopia
washed Gesha

Clarity Award
Rachel Samuel Overton and Adam Overton
Gesha Village Coffee Estate, Ethiopia
washed Gesha

 

ECW 2017: Technology Tuesday

Today our ECW agenda is devoted entirely to the topic of technological innovation, mostly, but not exclusively, in the coffee sector.

Geoff Watts, our Vice President of Coffee, Intelligentsia’s first employee 22 years ago and one of the chief intellectual and material authors of the Direct Trade model, will open the day by officially inaugurating the annual party he started back in 2009: the Extraordinary Coffee Workshop.

He is followed by three guest speakers whose technological innovations are poised to reshape the coffee trade, and one whose paradigm-shifting technology is poised to change the world. IKAWA Business Development Manager for the United States O.M. Miles, Cropster Founder and CEO Norbert Niederhauser and Cafe X Founder and CEO Henry Hu tell the origin stories of their respective companies, and demonstrate how their technologies are accelerating the evolution of the specialty coffee supply chain: an electric sample roaster with infinitely customizable and endlessly repeatable roast profiles that is managed from a smartphone app, a web-based end-to-end supply chain data management platform that emerged from a research project and became an industry standard for specialty coffee in less than 10 years and a robotic café kiosk that delivers precision extraction, consistency and efficiency and represents a bid to evolve the role of service in the coffeebar. A fourth special guest will speak to innovations in energy storage that represent the promise of true sustainability in an era of accelerated climate change.

In the afternoon, we put the entire event on wheels for a field trip to the flagship U.S. location of Cafe X, where this week is Intelligentsia Week: all the coffees on its four-item espresso-only menu are Intelligentsia offerings: a sparkling Tikur Anbessa Organic Ethiopia single-origin espresso, our Sapsucker seasonal espresso blend, our Analog blend, a year-round favorite, and a decaf Black Cat. For more on the Cafe X origin story, listen to my recent conversation with its founder and CEO Henry Hu on the Intelli Sourcing Sessions podcast here.

ECW 2017 is closed to the public Monday-Thursday.

But please join us Friday, September 29th for Public Day when we open the doors of our San Francisco Roasting Works (1125 Mariposa in Potrero Hill) from 10 am – 3 pm for coffee tastings, a coffee competition with a People’s Choice award (come, taste, vote and be counted!), a panel discussion with members of our Direct Trade network, food and live music by the Broun Fellinis.

ECW 2017 opens in San Francisco tonight

Tonight our ninth annual Extraordinary Coffee Workshop gets underway in San Francisco with when we welcome representatives over 30 supply chain partners – growers, millers, exporters, traders, non-profits and tech companies – from 15 countries to our San Francisco Roasting Works for a reception and guided wine tasting.

Every year we convene our supply chain partners from all over the world for a careful consideration of coffee: the coffee they grow, mill, export and trade and we source, roast and serve to our customers.  We discuss it in depth, taste it together, analyze how it performed last season and agree on plans to make it better next season.  But ECW is not all about coffee.  We also pause to explore and celebrate the culture of our host city and country.  In San Francisco, that means making room on the agenda for food and wine made from ingredients that are grown, sourced, prepared and served with as much intentionality and focus on quality and flavor as we take with our coffees.

Our welcome reception was designed in that spirit.  The gathering will feature food from Bi-Rite Catering and a tasting of natural wines curated by Diego Roig and Shaunt Oungoulian of the Living Wine Collective.

Bi-Rite

Bi-Rite Market opened in 1940 in San Francisco’s Mission District and has become an institution in a city celebrated for its ingredient-driven restaurants. Its focus on flavor and intrinsic quality, its belief in seasonality and commitment to freshness, its direct sourcing model, its commitment to long-term relationships and its faith in the power of food to create community make it a natural partner for our first meal together at the 2017 Extraordinary Coffee Workshop. Bi-Rite Catering and Events is part of the Bi-Rite Family of Businesses, which includes Bi-Rite Market, Bi-Rite Creamery & Bakeshop, Bi-Rite Farms and 18 Reasons, a community education center.

Living Wine Collective

The Living Wine Collective was formed by four friends who met studying in the celebrated viticulture and enology program at UCDavis.  After they graduated, they went to work for some of the world’s most decorated winemakers then reconvened in California to create the Living Wine Collective.  The co-op combines the best of old-world approaches to wine with a relentless spirit of innovation and experimentation that elevates terroir and natural winemaking techniques.  They source only organic grapes, they make all their wines in the basement of Shaun’s parents home in San Francisco and they are committed to producing affordable everyday wines.  But don’t mistake the start-up vibe for a lack of seriousness: the four pals behind Living Wine Collective has emerged as a leader in the recent movement in California to “lower-intervention” wines.

ECW 2017 is closed to the public Monday-Thursday.

But please join us Friday, September 29th for Public Day when we open the doors of our San Francisco Roasting Works (1125 Mariposa in Potrero Hill) from 10 am – 3 pm for coffee tastings, a coffee competition with a People’s Choice award (come, taste, vote and be counted!), a panel discussion with members of our Direct Trade network, food and live music by the Broun Fellinis.

 

ECW 2017 Preview: San Francisco

Tomorrow we welcome supply chain partners, friends and special guests from around the world to our ninth annual Extraordinary Coffee Workshop in San Francisco. The event’s content will be shaped in important ways by its setting, and that is by design.

ECW is a moveable feast that takes place in a different location every year. So far, it has traveled to seven different countries on three continents. ECW participants explore the coffee culture of its host countries to better understand the unique contributions each one makes to global coffee culture.   Most ECW events have been held in coffee-growing countries and have focused on production and post-harvest exploration. ECW 2017 will be held in San Francisco and will seek insight and inspiration from engagement with leaders from three sectors that make San Francisco a world-class city: food, wine and technology. While the focus of this cultural exploration varies from year to year, the engagement with local traditions and tastemakers is a pillar of ECW.

ECW is also part coffee seminar, part sensory exercise, part Direct Trade supply chain summit and part family reunion.

Coffee seminar

ECW features provocative presentations on coffee agronomy, processing and quality by leading coffee researchers, coffee scientists and coffee innovators who present cutting-edge data, analysis and actionable insight to our team and growers in our Direct Trade network. In 2017, ECW will pick up where we left off in 2016, with a discussion of experimental approaches to fermentation, including the use of commercial yeasts in coffee processing.  But ECW isn’t just about information.  It is about actionable information that our Direct Trade partners can put to use when they return to their countries of origin.

Sensory experience

ECW creates a unique opportunity for chain-wide sensory calibration: we cup and taste a diverse array of coffees together with our Direct Trade partners from around the world to more tightly align our understanding of quality throughout our supply chains. In 2017, Vice President of Coffee Geoff Watts and QC Director Sam Sabori will lead a chain-wide calibration exercise focused on the links between post-harvest processing and cup quality.

Direct Trade supply chain summit

ECW is an exercise in supply chain transparency during which we bring our collaborators from around the world together to confer with one another and participate actively in conversations about the future of Intelligentsia. President James McLaughlin will assess the State of Intelligentsia and lay out our vision for 2018, Vice President of Coffee Geoff Watts will give a sensory State of the Union, QC and Roasting Director Sam Sabori will lay out a new set of quality protocols, Cold Coffee R+D Director Bailey Manson will update the group on our cold coffee project and Director of Sourcing Michael Sheridan will present innovations in our sourcing program.

Family reunion

Finally, and perhaps most importantly, ECW is a coffee family reunion for the Intelligentsia team and the quality-focused growers and progressive traders we partner with from around the world. In many cases, we have been working with our current supply chain partners for more than a decade. Over the past year, we have worked with 36 Direct Trade partners in 14 countries around the world, all of which will be represented at ECW 2017 in San Francisco. Our Direct Trade partners are not just trading partners, but true partners in our business and dear friends. We cherish these opportunities to gather them in one place, and celebrate the fact that ECW has created a global network of growers that has taken on a life of its own: the ECW Champions group has become a mutual support network comprised of some of the world’s most accomplished and committed farmers whose shared commitment to coffee quality inspires us all.

Look for daily updates on ECW 2017 activities and follow our social media feeds for live coverage of the event on our Instagram feeds at @IntelligentsiaCoffee and @IntelliSourcing, and on our Twitter accounts at @Intelligentsia and @IntelliSourcing.  Use the hashtag #IntelliECW for both feeds.

And mark your calendars now for Public Day on Friday, September 29th, when we open the doors of our San Francisco Roasting Works (1125 Mariposa in Potrero Hill) from 10 am – 3 pm for coffee tastings, a coffee competition with a People’s Choice award (come, taste, vote and be counted!), a panel discussion with members of our Direct Trade network, food and live music by the Broun Fellinis.

Cafe X: This is not a joke

Henry Hu is the Founder and CEO of Cafe X, the robotic café that opened to curious customers in San Francisco in January.  It has earned rave reviews from publications in the tech and finance sectors, and raised concern in coffee circles of a future without baristas.

Today, we publish a conversation with Henry Hu on technology and the future of coffee in the latest episode of the Intelli Sourcing Sessions podcast.

“Is this a joke?”

When Hu pitched the idea of a robot barista to celebrity angel investor Jason Calacanis via email, it was a good news-bad news scenario.  The good news?  Calacanis responded immediately.  The bad news?  The response was a one-line email that read, “Is this a joke?”

Hu sent video of a working prototype to assure Calacanis it was not, and soon Hu found himself on stage at the 2016 Launch Festival, a forum for matchmaking between venture capitalists and entrepreneurs founded and hosted by Calacanis, pitching the Cafe X concept before a panel of investors and an audience of thousands.

Cafe X won, and went on to raise more than $5 million in capital to build out the concept.  The San Francisco kiosk is the second, but the first in the United States.  The original is located in Hu’s native Hong Kong, and there are more on the way.  What the format may lack in human warmth it looks to make up in hyper-efficiency: most customers order their coffee on the Cafe X app as they approach the store, and it is ready when they arrive.

“The end of hipster baristas?”

If you have been to the Launch Festival or seen videos on YouTube, you know Calacanis is a hands-on host: he introduces the pitches, facilitates the question-and-answer sessions that follow, and sometimes delivers tips in real-time to the entrepreneurs he brings on stage.  When Hu and his partner finished their pitch for the Cafe X concept, Calacanis proclaimed it “the end of hipster baristas.”

That is a hard pill to swallow for a company like ours, which invests mightily in barista training and has produced more competition champions than any other roaster in the world.

To be sure, when I invited my barista colleagues at Intelligentsia to submit questions for my interview with Henry, they all related in one way or another to the value baristas add to the coffee experience.  In my conversations with Henry, both on the air and off, I don’t think he sees his robotic format and our analog one as incompatible.

The inspiration for Cafe X, as Hu describes in our interview, was the realization he had during a frustrating café experience that the baristas were mostly “moving cups around and pressing buttons,” adding little discernible value to a process that, as far as he could tell, was already almost entirely automated without being particularly efficient.

That is not, of course, the case in coffeebars like ours, where service is efficient, attentive and decidedly analog.  Our baristas perform the full range of back-of-house functions, including blend development, menu-setting, dialing in grind and extraction, and of course, manually brewing coffee to order, while also discreetly curating all aspects of the front-of-house experience.  On both sides of the divide, their expertise and discretion are vital to our ability to consistently deliver an elevated experience for our guests.  But Hu hasn’t positioned Cafe X to compete with this kind of fully realized retail service.  He understands that most people buy their coffee from retail shops where baristas don’t add that kind of value but simply operate automated platforms.  He is betting that the fully automated Cafe X format can deliver more value to those customers by trading human interaction for the promise of a coffee you barely need to break stride to build into your daily routine.

Productivity and quality

The other thing that distinguishes Cafe X from other automated platforms is its commitment to coffee quality.  Unlike other delivery systems that make a strong convenience play and relegate quality to a lower priority tier, Hu’s says the “Big Idea” of Cafe X is to improve on current standards of productivity in the café without compromising on cup quality.  He has built roasters with a reputation for quality into the four-item espresso-only Cafe X menu.

ECW and Intelligentsia Week at Cafe X

Next week, when we convene our Direct Trade partners from around the world in San Francisco for our ninth annual Extraordinary Coffee Workshop, Henry and members of his team will be our guests, sharing with our supply chain partners their vision for Cafe X and the future of service in the coffee industry.  Then we will be their guests at the Cafe X kiosk at Metreon in SoMa, where it is Intelligentsia Week: from 25-29 September, every coffee on the menu will be from Intelligentsia.  Our year-round Analog blend anchors the lineup, with a sparkling Tikur Anbessa Organic Ethiopia single-origin offering, a seasonal Sapsucker Blend whose sweetness is worthy of the name and a decaffeinated version of our popular Black Cat in the decaf slot.  If you are in San Francisco next week, stop by and try an Intelligentsia espresso drink from Henry’s Cafe X kiosk.

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Listen to my conversation with Cafe X Founder and CEO Henry Hu here.

Subscribe to the Intelli Sourcing Sessions podcast on iTunes or Soundcloud and never miss another Intelligentsia podcast.

ECW 2014: Ethiopia

By 2014, our Extraordinary Coffee Workshop had done two turns in the United States and visits to Brasil, Colombia and El Salvador.  It was time for the primal return to the place where it all started: Ethiopia.

The ECW format by then had settled comfortably into a format it mostly maintains today, including exploration of the host country’s culture, joint sensory exercises, field visits and conversations about quality.

final-logo-2014

Cultural Anthropology

ECW provides participants an opportunity to explore the culture of coffee’s origins, including its art, dance, food and drink.  These cultural markers do not affect coffee’s intrinsic quality, but they are symbols we draw on, consciously or unconsciously, when we enjoy coffees from a specific place.  Ethiopia’s cultural markers are so distinctive and ancient that they weigh heavily on our minds as we enjoy its exceptionally sweet and complex coffees.

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ECW also explicitly considers each host country’s coffee culture, and the contributions it has made to global coffee culture.  And there can be little argument with the idea that no country has given more to global coffee culture than Ethiopia, which gave us Arabica coffee itself, as well as the most ancient and elegant of all coffee ceremonies.  The country’s forests are the source of coffee’s greatest genetic diversity, a source of inestimable flavor and wealth; it coffee ceremony is captivating and rich, even when led by a Bolivian.

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Cupping

When you work through three dozen Direct Trade partners scattered across more than one dozen countries, the opportunity for chainwide sensory calibration doesn’t come around very often.  That’s why we seize the opportunity at ECW to cup, and cup and cup some more together with our partners.  Cupping in Ethiopia, with easy access to its unrivaled diversity of varieties, refracted through the lenses of varied post-harvest processes to create a dizzying array of flavors, was too good to be true.

 

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Field visits

And of course, there is no better place to be with a collection of some of the world’s most accomplished coffee farms than on coffee farms.  Something magical happens when growers from different countries get together in a coffee field.  The distances between their own farms somehow evaporate and they are transported to some strange interstitial space bound by their knowledge of and passion for coffee.  A former colleague used to tease me about the use of the term “origin” to describe the universe of places where coffee is grown.  He said it sounds a little like “Narnia.”  In this respect, maybe he was right: when ECW participants step onto a farm together, it is as if we had passed through the back of a supernatural wardrobe into a place where only coffee matters.  Adrenaline surges, attention is focused and conversations flow naturally about how things are done at home, how they are done in Ethiopia and the merits of each approach.   The same goes for the mill, where we buyers layer in our own perspectives on green coffee and processing practices to enrich the conversation even further. The experience was especially surreal in Ethiopia, where the coffee plants, unkempt, old and downright decrepit in comparison to the manicured farms of Brasil and Colombia, incongruously produced flavors sweeter and more floral than anything people produced back home.  Adding to the mystique were the outsized distanced participants traveled together to get there.

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Communications

Communications are something it is easy to talk about but exceedingly hard to do well.  In a business like ours, which is centered on a commitment to continue to push the outer bounds of innovation and flavor in coffee to redefine the concept of quality, it is especially hard.  When you further consider that we source coffee from more than a dozen countries on three continents, communications become precarious indeed.  I like to think how many times communications break down in a parlor game of telephone among as few as six or eight family members or friends.  Now imagine communicating around elusive concepts of coffee quality across time zones, borders, cultural differences and language barriers.  Yikes!  Just as we do with our cupping exercises during ECW, we use the event to communicate as clearly as possible to achieve alignment around a shared definition of quality and other items relevant to our business and our trading relationships.  So we spend lots of time talking and listening, teaching and inspiring one another around an evolving concept of quality.  Ethiopia was unique in the diversity of ECW presenters and arguably had more content driven by members of our Direct Trade network than any other ECW event.

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Also, THIS happened at ECW 2014 in Ethiopia.

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For more information on the origins of ECW, listen to Episode 103 of the Intelligentsia Sourcing Sessions, titled “ECW: The Magic Bus.”

Subscribe to the Intelli Sourcing Sessions podcast on iTunes or Soundcloud and never miss another Intelligentsia podcast.

ECW 2013: Brasil

I find the photos from our fourth annual Extraordinary Coffee Workshop in Brasil so beautiful, I don’t want to detract from them with words.

Behold, ECW 2013:

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For more information on the origins of ECW, listen to Episode 103 of the Intelligentsia Sourcing Sessions, titled “ECW: The Magic Bus.”

Subscribe to the Intelli Sourcing Sessions podcast on iTunes or Soundcloud and never miss another Intelligentsia podcast.

ECW 2012: Farm Friday in Chicago

In 2011, we hosted our annual Extraordinary Coffee Workshop in Los Angeles.  It was the first time we had convened our Direct Trade partners from around the world in the United States, and we wanted to seize the opportunity to flip the script: instead of Intelligentsia buyers walking their farms asking them lots of questions about how they grow and process their coffee, we turned our roasters over to them and let them ask us lots of questions about how we roast their coffee as they got their hands on the controls.

In 2012, when ECW returned to the United States, we decided to take it one step further.  We wanted to close the circle and bring both ends of our supply chain together, so we put our Direct Trade partners behind the bar to brew coffee and pull shots in our coffeebars in Chicago for our retail guests.  We called it Farm Friday, and Intelli staff who were part of it tell me today, five years later, that it was still one of the greatest experiences they have had in coffee.  As the photo suggests, the growers were kind of into it, too.

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This was quintessential ECW: illuminate coffee by helping growers see it from different perspectives.  Catalyze big leaps forward in how growers understand coffee by taking them out of the contexts they know and thrusting them into new environments.  Usually this means temporarily relocating them to the origin countries that host our ECW events.  That is perhaps only mildly disorienting.   There are big differences between how coffee is grown, processed and brought to market in Ethiopia and El Salvador, of course, but it is still coffee, after all.  In this case, it meant growers moved for a day from one end of the supply chain to the other — maximum disorientation.  These deliberate shocks are meant to help growers understand how what they do fits into the whole and to experience how we bring their coffees to market.

And sometimes we move beyond coffee altogether, seeking insight from industries that bear some similarities to coffee, or from companies in industries that have nothing to do with coffee but share the values and commitment to quality that we share with our Direct Trade partners.  In Chicago, that meant visiting with our neighbor and collaborator Goose Island Beer and tasting teas with our colleagues from Kilogram Tea.

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Sometimes, our partners emerge from experiences like these reaffirmed in the way they go about their business.  On other occasions, they come to see their way of doing coffee as constrained by tradition, and pursue innovations inspired by ECW.

That’s another important aspect of ECW: inspiration.  We believe our Direct Trade partners are some of the most talented coffee growers in the world.  And we aren’t the only ones: there are many Cup of Excellence winners in their ranks, as well as Good Food Award winners and growers who have fetched astronomical prices at auction.  Bringing together growers of this caliber is a big part of the draw of ECW: participants come in large measure to interact with and learn from other participants.  The inspire one another to do more and to continue to innovate in the name of quality, and we are all better off because of it.

For more information on the origins of ECW, listen to Episode 103 of the Intelligentsia Sourcing Sessions, titled “ECW: The Magic Bus.”

Subscribe to the Intelli Sourcing Sessions podcast on iTunes or Soundcloud and never miss another Intelligentsia podcast.

ECW 2011: Food and Family in Los Angeles

Each year over the past eight years, we have convened our Direct Trade partners from around the world for our Extraordinary Coffee Workshop.

During those events, we have shot tens of thousands of photos, most of which are still in our digital archives.  There are action shots that illustrate the agronomic or post-harvest practices we have found to contribute to improvements in cup quality: harvesting only bright red cherry, immaculate sorting, shaded raised-bed drying, etc.  There are stirring coffee landscapes.  Striking portraits of farmers, alone or in unlikely groups of people drawn together by ECW from countries that lie half a planet apart.  And of course, plenty of the kinds of silly photos we take when we are with good friends and lower our guard.  Of all the amazing ECW images in our files, this may be my favorite one of all.  I love it because it embodies the essence of ECW and of our trading model more broadly, while also hinting at one of the dominant themes of the 2011 ECW in Los Angeles.

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WE ARE FAMILY

We recently concluded our Northern Hemisphere buying season.  More than 70 percent of all the Northern Hemisphere coffee we purchased was sourced through relationships that are five years old or older.  More than 60 percent from relationships that are 10 years old or older.  And a handful of our longest-standing Direct Trade relationships turned 15 over the past year.  That’s a long time.

Think about the people in your life you have seen at least once (and usually two or three times) a year for a period of 15 years.  People with whom you have shared intimate moments, set goals, taken risks, celebrated successes and coped with failures.  We have seen each other’s businesses and families grow.  We consider the growers in our Direct Trade network more than merely commercial partners, and ECW more than just a business meeting.  They are family, and ECW is an annual family reunion.  This photo of everyone in our Direct Trade family breaking bread together during ECW in Los Angeles may be more illustrative of the spirit of our Direct Trade model and ECW than all the coffee photos we have.

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COFFEE IS CULINARY

From its origins, Intelligentsia has advanced the idea that coffee is a culinary product, just as complex as wine and just as worthy of wine’s position in the culinary landscape.  Over the past 20 years, as we have worked to position coffee that way, we have learned more and more about where great coffee comes from, and we have invested all along the supply chain in the people who make it great, from the farms where our Direct Trade coffees are grown to the coffeebars where they are brewed to order.  Our goal isn’t just to unlock all the latent potential for sweetness and flavor in our coffees, but to elevate them by giving them the presentation they deserve and changing the way consumers think about coffee.  At ECW 3 in Los Angeles, we partnered with chefs — the rock stars in our food systems — to make that point for us through a six-course tasting menu that featured a fresh-crop single-origin coffee from our menu with each dish.  This shot for me is a nod to our aspiration to elevate the way our coffee is sourced, served and perceived in a marketplace that values terroir, traceability and flavor.

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ECW 2011 @ SPRUDGE

For more on our 2011 Extraordinary Coffee Workshop in Los Angeles, read the Sprudge event recap here.  Still want more detail?  Click on the titles below to read all the stories Sprudge filed during its wall-to-wall coverage of the event:

  • IntelliLA: Extraordinary Coffee Workshop
    The Sprudge introduction to ECW, with this summary conclusion: “We’ve been doing this for a long time, so please, believe us when we say that this event is utterly unique and special.”
  • IntelliLA: ECW International Roast-Off
    We wanted to use the first ECW ever held in the United States to give our Direct Trade partners a better sense of what we do at our end of the supply chain, so we handed them the keys to our roasters as the Sprudge scribes looked on.

For more information on the origins of ECW, listen to Episode 103 of the Intelligentsia Sourcing Sessions, titled “ECW: The Magic Bus.”

Subscribe to the Intelli Sourcing Sessions podcast on iTunes or Soundcloud and never miss another Intelligentsia podcast.