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CoffeeFest attendance tops 5,000 buyers |
03.12.2010
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By Anna Wolfe
SEACAUCUS, N.J.-With a winning combination of new products, educational seminars and networking, 5,000 retailers, coffee shops and food service establishments were on hand for CoffeeFest New York/New Jersey here at the Meadowlands Convention Center March 5-7.
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"Our East Coast show was an energizing shot in the arm," said Greg Hartlein, CEO, in a statement. "This was a buyer-heavy show that boded well for the exhibitors. It supports our thesis that the specialty coffee industry is vibrant and thriving."
More than 75 educational seminars-included in the affordable registration fee of $30-$20 for early birds-attracted large crowds, even early morning educational seminars were packed. Linda Smith co-founder of Divintea, a blender of organic teas based in Schenectady, N.Y, wondered if anyone would attend her seminar, How to Develop a Tea Menu and a Profitable Tea Business, at 8 a.m. on a Saturday, four hours before the tradeshow floor opened. Smith needlessly worried. For her seminar and others, it was standing-room only. "The free educational seminars are a big draw," Smith said.
Bruce Milletto, president of the Bellissimo Coffee InfoGroup and founder of the American Barista and Coffee School, crammed vital marketing tips into his seminar, A Fresh Marketing Strategy for this Economy. With a part how-to, part motivational approach, Milletto told the attendees they can compete with the large chains and how to do it. Milletto said most retailers fail to market their businesses appropriately.
On the tradeshow floor, more than 200 companies exhibited dozens of new products as well as best sellers. The New Product Showcase Tinker's Minute was New to the show this year. On March 5-one hour before the show's opening-participating exhibitors took to the stage, outside the exhibit hall, to deliver their one-minute pitch of their new product.
Dozens of products for food service and retail sales were featured. Deborah Hodgson of Caffe D'Amore gave the low down on its Bellagio All Natural Sweet Ground Chocolate and Cocoa, and Chic Kelty showed how the Tambaroo's The French Kiss works as an insert with any French press pot to hold the grounds and make clean up a breeze. Michael Solomon of Yohay Baking & Fudge Co. pitched the Yohay Finished Fudge, which is available in slabs as well as pre-packaged, single serve pieces in a point-of-sale display. Dana Robinson at Tightpac showed Coffeevac containers for half- and one-pound coffee bags. The air-tight containers create a vacuum-seal when the cap is pushed down. Chris Sheehan of Ghirardelli Chocolate Co., talked about the new Ghirardelli Sweet Ground Chocolate and Cocoa with Peppermint Flavor. Michael Lannier of Teasource showed off the TeaSource Iced Tea Pouches, and Rich Schaafsma talked about Paramount Coffee Co.'s new Joe Coffee line.
To determine the show's new product award winners, attendees voted by secret ballot, and Specialty Coffee Retailer and Coffee Fest judges weighed in with scores that awarded top three places in both consumable and non-consumable categories. Non-consumable winners included first place Tambaroo's The French Kiss, second place went to Coffee Vac Containers from Tight Pac, and third place to Acrylic Pour-Over Station, from Visions Espresso. In the consumable division, Caffe D'Amore won with its Bellagio All Natural Ground Chocolate and Cocoa, second place went to Hint Mint's Classic Pomegranate Acai, and Counter Culture's Single Origin Espresso and Seasonal Selection, won third place.
In other show news, Jeremy Sterner of Peregrine Espresso, in Arnold, Md., won the Mid-Atlantic Regional Barista Competition and the Coffee Fest Free Pour Latte Art Championship at its $2,500 prize.
Pacific Natural Foods brought back its popular soymilk competition-the Top Cup Soy Open-right at their booth. Contestants created their own recipes using soymilk as the main ingredient. Anna Gutierrez of Dillanos Coffee Roasters won the hot category and $300 for her Simple Caramel Goodness drink, while Brett Barker won $300 for his cold Kali Latte.
Coffee Fest is at the Minneapolis Convention Center June 4-6, and then in Seattle Oct. 29-31.
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