Issue link: http://www.e-digitaleditions.com/i/673312
Editor-in-Chief/ Vanessa L. Facenda Director of T&CTJ Special Events Specialties Editor Donald N. Schoenholt Editorial Assistant Zachery Bridgeman Art Directors Lily Lee YiLing Yen Production Coordinator Melinda Ayala Contributing Editor Aaron Kiel Contributing Writers Timothy J. Castle Barbara Dufrêne Emily McIntyre Rachel Northrop Maja Wallengren Founding Editor William H. Ukers (1873 – 1954) Editorial Advisory Board Lon LaFlamme & Phil Beattie, Dillanos Coffee Roasters; Michael Cramer, Adagio Teas; Daniel Ephraim, Modern Process Equipment; Stephen Hurst, Mercanta; Stephen Schulman, S&D Coffee; Melissa J. Pugash, U.S. Tea Council/ Specialty Tea Institute; Christian Wolthers, Wolthers America FOR SUBSCRIPTION & CIRCULATION INQUIRIES CONTACT: subscribe@teaandcoffee.net or call 1-800-766-2633 Subscription Rates U.S.: $49 (1 year), $74 (2 years), $109 (3 years) Canada: $59 (1 year), $89 (2 years), $134 (3 years) Other Areas-Surface: $89 (1 year), $139 (2 years), $199 (3 years) Other Areas-Airmail: $129 (1 year), $199 (2 years), $289 (3 years) Back issues: $15 per copy TEA & COFFEE TRADE JOURNAL 3743 Crescent Street, 2nd Floor, Long Island City, New York 11101, U.S.A. Tel: +1-212-391-2060, Fax: +1-212-827-0945 Website: www.teaandcoffee.net, Inquiries: editor@teaandcoffee.net ANNUAL DIRECTORY & BUYERS' GUIDE Each year, Tea & Coffee Trade Journal publishes the Ukers' Tea & Coffee Global Directory & Buyers' Guide, a comprehensive reference guide to the industry and its allied industries. Qualified companies are entitled to a free listing. Contact ukers@teaandcoffee.net for a listing form. TEA & COFFEE TRADE JOURNAL (ISSN 0040-0343 print; ISSN 2331-8546 online) is published monthly by Lockwood Trade Journal Co., Inc. Postage paid at New York, NY and additional mailing offices. Printed in the U.S.A. Copyright 2014 by Lockwood Trade Journal Co., Inc. POSTMASTER: Send address changes to Tea & Coffee Trade Journal, P.O. Box 416, Congers, New York 10920-0416, U.S.A. CPC agreement number 1477749 Member: National Coffee Association, Green Coffee Association, Pacific Coast Coffee Association, Coffee Association of Canada, Specialty Coffee Association of America, Specialty Coffee Association of Europe, Specialty Tea Institute, Tea Association of USA, Tea Council of Canada. A whiter and brighter future. Tea & Coffee Trade Journal has teamed up with delfortgroup to deliver to you the finest in thin print paper. The Tea & Coffee Trade Journal editions are printed exclusively on delfortgroup's Thinstar Plus HB 60 g/m 2 . delfortgroup thin print papers are created to promote sustainability by continuous reduction of the environmental footprint. delfortgroup's thin print paper offers a range of ultra-lightweight paper solutions, both in coated and uncoated paper. Imagine your on-pack or off-pack promotion printed on this paper! 14 Tea & Coffee Trade Journal | www.teaandcoffee.net from the Editor'sDesk Not Sweating the Small Stuff, But Appreciating the Beauty of Small "If you're not getting shot at, your day is probably not that bad," said former Navy SEAL officer and one of the NCA Convention's keynote speakers, Jason Redman. (He conducted over forty capture/kill missions with his men in Iraq, locating more than 120 al-Qaida insurgents.) With those words, Redman set the tone for his speech. While he highlighted aspects of one of his most dangerous missions in Iraq, Redman's speech focused on leader- ship—a theme carried over from the NCA's pre-conference symposium. He outlined several principals of elite performers, and asked the audience what kind of leaders we would want to go into battle with and what type of leaders we want to be. "Do people follow you because they want to or because they have to," he asked. Redman also discussed putting things into perspective and not "sweating the small stuff." Once you've been riddled with bullets, and survived, he said, things like heavy traffic, or long lines at coffee house are minor inconveniences. Redman is correct in that it is important not to "sweat the small stuff." However, "small" is certainly not insignificant. As we head to the SCAA Symposium and Exposition in Atlanta, we know that "small" has a lot of mean- ing in the coffee (particularly specialty) industry. There are small-holder farmers, small companies, small-batch roasting, small-scale roasters or micro roasters… But what is an actual "micro roaster" in our current coffee landscape? In our cover story, Timothy J. Castle examines the term and suggests a new definition. New England Coffee is celebrating its 100 th anniversary this year, and the company still maintains its small company approach and old world method of cupping and roasting, while continuing to stay on trend and relevant, as this month's profile reveals. Donald Schoenholt touts the notion of staying small regarding the proposed merger of the SCAA and SCAE in his guest column. He asks, what happens to the small, independent American roaster if the merger is approved? We round out our coffee coverage with two stories on Indonesia, which is the Portrait Country for the upcoming SCAA Expo, and of which the majority of farmers are small holders. The first story outlines the many diverse coffee regions throughout Indonesia and their unique flavor profiles. The second story, Part III in our series on Indonesia, focuses on the controversy surround- ing, yet the delicacy of, Kopi Luwak coffee, the world's most expensive beans. So, if the lines at TSA are painfully slow en route to Atlanta, or the hotel doesn't have the type of bed you requested, or the Wi-Fi in the Georgia World Congress Center is spotty, try not to "sweat it." Jump on line at one of the hundreds of booths at SCAA offering samples of extraordinary coffees (stopping by Indonesia's booth would be a good start), many of which were grown by small-holder farmers and roasted in small batches by small companies. Vanessa L. Facenda Editor-in-Chief v.facenda@teaandcoffee.net @TCTradeJournal