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380 Cards in this Set

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What is Starbucks Coffee Trading Company and where is it located?
Starbuck's global green coffee purchasing organization

Lausanne, Switzerland
What percentage of the world's coffee supply does Starbucks purchase?
What are the two (2) dominant coffee species in the world?
Arabica and Robusta
Which type of coffee does Starbucks buy?
What percentage of the world's coffee production is Arabica?
What are the three (3) growing regions?
Latin America, Africa/Arabica, and Asia Pacific
Where does coffee grow?
Between the tropics of Cancer and Capricorn
The coffee belt
What is considered the 'birthplace' of coffee?
Starbuck's Mission Statement?
To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.
Starbuck's Guiding Principles?
1. Provide a great work environment and treat each other with respect and dignity.

2. Embrace diversity as an essential component in the way we do business.

3. Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.

4. Develop enthusiastically satisfied customers all the time.

5. Contribute positively to our communities and our environment.

6. Recognize that profitability is essential to our future success.
Six Guiding Principles help us measure the appropriateness of our decisions
Starbuck's Values?
1. Passion for everything we do

2. Integrity

3. Entrepreneurial spirit and drive

4. Pride and success

5. Respect for our partners
Starbuck's purpose
To provide an uplifting experience that enriches people's daily lives.
Starbuck's environmental mission statement
A commitment to:

1. Understanding of environmental issues and sharing information with our partners.

2. Developing innovative and flexible solutions to bring about change.

3. Striving to buy, sell and use environmentally friendly products.

4. Recognizing that fiscal responsibility is essential to our environmental future.

5. Instilling environmental responsibility as a corporate value.

6. Measuring and monitoring our progress for each project.

7. Encouraging all partners to share in our mission.
Where does Starbucks get its name?
The first mate in Herman Melville’s Moby Dick
When and where was Starbucks founded?
1971, Seattle, Washington's Pike Place Market.
What year did Starbucks introduce Starbucks® Christmas Blend?
What year did Starbucks introduce its Coffee Master program?
The program has been in use by Starbucks Coffee International (SCI) since 2000.
What are the four fundamentals of brewing coffee?
1. Proportion - two tablespoons of ground coffee (10 grams) for each six fluid ounces (180 milliliters) of water. If coffee brewed this way is too strong for your taste, you can add a little hot water to your cup of brewed coffee.

2. Grind - The shorter the brewing process, the finer the grind

3. Water - Fresh, cold water heated to just off the boil

4. Freshness - Use freshly ground coffee
What are the enemies of coffee?
oxygen, light, heat, and moisture
What year was the Eggnog Latte introduced?
What year did Starbucks introduce full health benefits for both its full-time and part-time employees?
Coffee of the Week
COW - Offering brewed coffees on a weekly, rather than daily schedule. Initially 3 coffees each week: one from our Mild and Medium coffees, one from among our Bold and Extra Bold coffees, and one decaffeinated coffee.

The main purpose of the program is to bring partner and customer focus to one whole bean coffee each week. The eye-catching displays and frequent sampling help everyone get involved with the coffee.
"Lifetime Value of a customer"
The amount of money a customer will spend with your business over the course
of their lifetime.
What is the general taste profile for the three main growing regions?
Latin America: Higher in acidity, light- to medium-bodied, and subtle, approachable flavors such as nuts or cocoa.

Africa/Arabica: Medium to high acidity, medium- to full-bodied, exotic flavors such as citrus or berry.

Asia/Pacific: Low acidity, medium- to full-bodied, earthy and herbal flavors.

Coffees grown in Latin America tend to have a “clean” finish and are known for their acidity. Coffees grown in East Africa and the Arabian Peninsula are known for their flavors, such as citrus. Coffees from Asia and the Pacific Islands are famous for their body, and they have an earthy taste and a very low acidity.
How does coffee processing affect flavor?
Coffees that have been processed using the washed method tend to be higher in acidity, with clean flavor and a crisp finish. Coffees that have been processed using he semi-washed method will have less acidity and a smoother mouthfeel. Naturally processed coffees will also have less acidity, a smoother mouthfeel with earthy or berrylike flavors.
Washed, Semi-Washed and Dry (Natural)
Starbucks Roast™
It's a philosophy. Each coffee requires a unique roast profile to create a cup that is at the peak of aroma, acidity, body and flavor. The high-quality, high-grown green coffee Starbucks purchases requires a darker roast to bring out that coffee's unique flavor profile.
What is the benefit of blending coffees?
To achieve an intriguing interplay of flavor and aroma. We can combine coffees from different regions and of different roast expressions to achieve a more complex end result.
C.A.F.E. Practices stands for?
Coffee and Farmer Equity
Why is much of the arabica coffee Starbucks offers grown organically?
When pesticides, herbicides, fungicides and chemical fertilizers are not used, this is what many people refer to as "organic." Arabica coffee is grown in mountainous areas that are significantly higher in altitude than where pests thrive, meaning there is less need for chemical control of pests.
Why is only a small percentage of coffee worldwide "certified organic"?
They have to be be legally recognized as being organic by a third party (separate from the coffee producer and the coffee buyer) has certified them as organic.

The process for a farm to become organically certified is quite lengthy, taking as many as three years for implementation. The farm's coffee yield can decrease by as much as 50% during the switchover. The result is that when a farm switches to organic farming, it is subject to a big financial and time consuming investment.
What are the benefits of growing shade grown coffee?
Protects biodiversity in ecologically sensitive, coffee-growing regions. Bird and wildlife friendly. Reducing soil erosion and the need for chemical fertilizers by naturally improving soil quality.
What is the benefit of Fair Trade certification to coffee farmers?
Fair Trade Certified(tm) coffee ensures that farmers receive a fair price for their coffee, enabling them to strengthen their farms for the future.

It benefits small-scale coffee farmers organized into cooperatives.

Starbucks is one of North America's largest purchasers of Fair Trade Certified(tm) coffee and the only company licensed to sell Fair Trade Certified(tm) in 23 countries.
Which organization does Starbucks have an agreement with to promote long-term Fair Trade relationships and economic development in origin countries?
Conservation International (CI)
What is "de-gassing?"
The natural process of releasing carbon dioxide.
What is the difference between single-origin coffees and blends?
Single-origin coffees showcase what is possible in individual coffess. Blends weave together coffees from different origins to create a tapestry for your tongue. Some ocffees are purcahsesd solely for blending while while other coffees are puchased as single-origin offerings. These decisions are made by the Green Coffee Quality team at the SSC in Seattle.
For what reasons does Starbucks seek to blend coffees?
Starbucks seeks to showcase the signature style of a particular growing region (House Blend, Gazebo Blend) or to combine various qualities found in different regions into harmonious, balanced whole. Each Starbucks blend offers a cup of coffee that no single-origin coffee can duplicate.
What is the benefit of a FlavorLock™ valve?
It allows roasted coffee beans to retain its freshness for months after the coffee has been roasted.

FlavorLock packaging protects roasted coffee beans from being exposed to oxygen. FlavorLock is basically a one-way valve which allows roasted whole bean coffee to release carbon dioxide, but not to intake oxygen. No exposure to oxygen is important to roasted coffee because when coffee is exposed to oxygen, it quickly becomes stale. So, FlavorLock locks in the coffee's freshness protecting it from the dangers of oxygen.
What does this symbol on a FlavorLock™ bag mean?
Kosher (literally "ritually acceptable") foods are those that conform to Jewish dietary laws.
Where can you find the guided tasting sheets to assist you with creating coffee experiences for partners and customers?
Store Portal
What are the two categories of food pairings when sampling coffee?
Food pairings and pairings that teach
Why is selling coffee in our stores important to us?
The quality of our coffee is the single-biggest contributor to customer satisfaction. The more satisfied customers are, the more often they visit our stores and the more money they spend.
What is the Coffee Master's role in maintaining the COW program?
The Coffee Master is the point person in the store for Coffee of the Week, especially as it relates to sampling and being certain that all the partners in your store know about the Coffee of the Week and feel confident discussing the featured coffee with customers.
In fiscal year 2007, Starbucks purchased how many pounds of C.A.F.E. Practices certified coffee?
228 million pounds
Our renewed partnership with Conservation International will support environmental projects to replant trees in what two countries?
Mexico and Indonesia
What percentage of Starbucks total green coffee purchases is Fair Trade?
6 percent (20 million pounds)
What independent third party do we work with to verify C.A.F.E. Practices?
Scientific Certification Systems
In fiscal 2007, what percentage of coffee was purchased under C.A.F.E. Practices?
65 percent
Ethiopia Harrar, a naturally processed coffee, was the inspiration for what other Black Apron Exclusive coffee?
Ethiopia Sun-Dried Shirkina
In which two countries are our coffees decaffeinated?
Canada and Germany
SWP and Direct-Contact Method
What are the four steps to tasting coffee?
Smell: Smell the coffee.
Much of our sense of taste is created through the nose, not the mouth. When tasting a coffee, smell it first. What do you notice?

Slurp: Slurp the coffee.
Spraying the coffee across your palate enables the subtle flavors and aromatics to reach your nose.

Locate/Identify: Locate where and how the coffee hits your tongue. As you taste a coffee, think about where you are experiencing the favors on your tongue. How would you describe this experience to a friend?

Describe: Create a coffee description.
What words would you use to describe the aroma, the flavor or the way it felt in your mouth? What food or other experiences can you compare it to?
Why do we use a coffee press when brewing tastings?
A coffee press maintains the full flavor of a coffee better than any other method of brewing. While a paper coffee filter can soak some of the oils from the coffee, the metal mesh filter does not. This allows more of the coffee’s natural characteristics to shine through. The brewed coffee in a press is close in strength and character what is formally tasted in the cupping room.
What can influence a coffee's flavor?
Soil, climate and altitude
When starting a coffee press how long must the grinds steep for?
4 minutes
How long will a coffee press stay fresh for?
Up to two hours in a thermal press.
What are the five behaviors of the Starbucks Experience
1. Be Welcoming – Offer everyone a sense of belonging.

2. Be Genuine – Connect, discover, respond.

3. Be Knowledgeable – Love what you do. Share it with others.

4. Be Considerate – Take care of yourself, each other and our environment.

5. Be Involved – In the store, in the company, in the community.
What are the Green Apron behaviors and actions?
Be welcoming – Offer everyone a sense of belonging.

Be genuine – Connect, Discover, Respond.
Observe it!
1. Connect by using the Welcoming behaviors.
2. Discover more about your customers’ needs and the reasons for them. Anticipate what they need but may not have expressed – it may be their daily coffee, a gift, breakfast item, or beverage carrier. Remember your own customer experiences.
3. Respond to customers by providing what they need, and look for ways to exceed their expectations.

Be knowledgeable – Love what you do. Share it with others.

Be considerate – Take care of yourself, each other and the environment.

Be involved – In the store, in the company, in the community.
The "be's"
The LATTE model
Listen completely to the customer.

Acknowledge their feelings and/or the situation.

Take action to resolve the problem.

Thank the customer for bringing the situation to your attention.

Encourage the customer to return.
How often should a lobby slide be done?
Every 10 minutes or as needed
How soon should a customer be greeted upon entrance to our store?
Within 30 seconds
What is the 3 minute rule?
Our goal is to serve our customers within three minutes of their arrival in our stores.
What is the standard for accessibility in our stores?
Maintain 36" pathways
What are S.M.A.R.T. goals?
Time Sensitive
Ethos Water mission
Helping children around the world get clean water and raising awareness of the world water crisis.
For every bottle of Ethos Water sold, anywhere, any size, how much does Starbucks donate to sustainable water programs around the world?
Once a bag of whole bean coffee is opened and the coffee is exposed to air, the coffee is fresh for how long?
Seven days
Count the day you open it as day 1 then add 6.
Why is it that once a bag of organic whole bean coffee has been ground in store, the resulting ground coffee is no longer organic?
Any remaining grounds from non-organic coffees in the grinder will mix with the organic coffee when it’s ground, impacting the organic certification of that coffee.

The flavor and quality of the coffee are not impacted.
o Advise the customer that grinding the coffee at home is the best way to maintain its organic integrity.

Making our customers aware of this issue keeps us in compliance with the Organic Fair Trade Act.
What are the four fundamentals of C.A.F.E. Practices?
1. Product quality

2. Economic accountability

3. Social responsibility

4. Environmental leadership
How many cups of coffee does the world drink each year?
500 billion cups
only state of the United States in which coffee is commercially grown
Fair-Trade Certified
An international system for assuring farmers get paid a fair price for their work.
The lively, palate-cleansing characteristic of high-grown washed coffees.

It's the palate cleansing attribute. You'll taste and feel it on the tip and sides of your tongue much like you do with citrus. High acidity is described as bright, tangy, and crisp with a clean finish. Coffees with low acidity feel smooth in the mouth and tend to linger longer.
Aged coffees
Certain coffees from the Asia/Pacific region benefit from prolonged storage prior to roasting. After 3-5 years in warehouses in Asia, these coffees are used in select Starbucks(r) blends, including Christmas Blend.
The more refined of the two major commercially significant species of coffee, and the only one purchased by Starbucks.
A coffee that features a harmonious mix of flavor, acidity and body; no one characteristic dominates the cup.
A flavor and aroma note reminiscent of blackberries or blueberries. Some of the best coffees of East Africa and the Arabian Peninsula possess this characteristic.

Natural (dry) processed coffees yield berry as well as spice, cocoa, and earthy aromas. The flavor is developed from the cherry drying completely on the bean.

Coffees with berry notes include:
Arabian Mocha Sanani
Refers to a coffee such as Caffè Verona(r) that combines coffees from different countries in order to achieve a taste that no single coffee can offer.
The relative weight or thickness of a coffee on your tongue.

How does it feel in your mouth? Similar to the feel of whole milk versus nonfat milk on your tongue
An assertive flavor with a tangy acidity perceived at the front of the mouth; denotes high quality and a high-altitude coffee farm.
Caramelly (Caramel)
A subtle sweetness, particularly in blends given a deep, dark roast.

Smells like sweet burnt sugar.

The caramelly sweet characteristic of some coffees is developed through the roasting process. As the roast progresses, sugars begin to caramelize.

Coffees with caramel notes include:
Espresso Roast
Caffe Verona
An unmistakable lemon or grapefruit flavor note.

This is present due to the coffee's natural tanginess. It denotes quality and high-altitude growth.

Coffees with Citrus notes include:
Ethiopia Sidamo
Organic Serena Blend(r)
High-quality coffees that leave little aftertaste.
A texture and flavor reminiscent of unsweetened cocoa powder. It leaves a somewhat dry but very pleasant aftertaste in the mouth. Many coffees with cocoa scents are derived from Latin America and the Arabian Peninsula.

Smells like chocolate and spice.

Coffees with cocoa notes include:
Guatemala Antigua
Arabian Mocha Sanani
A coffee with an array of flavors rather than one dominant taste.
The process by which caffeine is removed from coffee. Starbucks offers coffee using the direct contact method and the Swiss Water Process(tm) (SWP) method. Both methods begin by immersing green coffee in warm water. Both are clean, safe processes.
Most often used to describe Indonesian coffees, earthy flavors remind people of fresh, fragrant soil or even mushrooms.

Smells like fresh, rich soil.

Earthy can sometimes refer to the aroma of mushrooms or dried leaves. Coffees processed with the natural (dry) and semi-washed methods often possess earthy aromas and flavors.

Coffees with earthy notes include:
Starbucks most popular single-origin offering
Refers to coffees that have luxurious mouthfeel and intriguing flavors.
Unusual aromatic and flavor notes, such as floral, berry and sweet spice.
Fair Trade Certified(tm)
Coffees produced by democractically run cooperatives of small-scale, family-owned farms can be certified as Fair Trade. Starbucks is one of the largest purchasers of Fair Trade coffee. (23 countries)
A fresh, sweet aroma that is fleeting and delicate, but unmistakable.

Smells like a fresh bouquet of flowers.

Fleeting and delicate, floral is one of the many exotic aromas present in coffees from Africa and is absolutely unmistakable.

Coffees with floral notes include:
Ethiopia Sidamo
Organic Serena Blend
A heavier texture; the weightier the coffee on the tongue, the more body it has.
Whole milk vs nonfat
A singular, potent attribute - such as the earthiness of Sumatra or the smokiness of French Roast.
Less weighty on the tongue, with a fleeting aftertaste.
Nonfat vs Whole milk
A smooth, even texture, neither fleeting nor overwhelming.
An enjoyable flavor reminiscent of walnuts, almonds, hazelnuts or other nuts.

Many Latin American coffees possess nutty aromas and flavors.

Coffees with nutty notes include:
Colombia Narino Supremo
House Blend
Certified organic coffee is grown without the use of synthetic pesticides, herbicides or chemical fertilizers and helps maintain healthy soil and ground water. They must also be processed in mills and roasting facilities carrying organic certification.
One of the two major commercially significant speicies of coffee, grown at lower altitudes than arabica. The flavor is less refined and the caffeine content higher in robusta beans. Starbucks does not purchase robusta.
Shade Grown
Refers to coffees that are grown under a canopy of shade trees.
Refers to a coffee such as Kenya, which is made up of coffee entirely from one country and offered to showcase the distinctive character of that country's coffee.
The darker the roast, the more smoky the aroma and flavor.

Smells like a subtle wood-smoke.

Roasting coffees extremely dark produces smoky aromas and flavors.

Coffees with smoky notes include:
French Roast
Italian Roast
Medium- to full-bodied coffee with a balanced mouthfeel and no dominant characteristic.
The aroma or flavor of a spice, from sweet to savory.

Cloves, cinnamon, or pepper are all examples of coffees' spicy notes. Some Indonesian coffees, especially aged ones, evoke an association with sweet spices like cardamom.

Coffees with spicy notes include:
Komodo Dragon Blend(r)
Starbucks(r) Christmas Blend
Starbucks(r) Anniversary Blend
Refers to the basic taste sensation perceived primarly at the back of the tongue.
A smooth, rich flavor and texture, found in some Indonesian coffees.
A Clean coffee with bright acidity
refers to how a coffee tastes or the overall impression a coffee leaves in your mouth
Coffees that have a berry or tropical fruit-like flavor or Aroma. Kenya, Harrar and Sidamo are a few examples.
A coffee with osoft flavor characteristics
The sensation or weight you feel inside your mouth when tasting coffee.
A round-shaped bean that occurs when one of the two flat-sided beans in the coffee cherry fails to grow. The remaining small bean assumes a rounded pea shape. This occurs in about five percent of the beans of a typical arabica crop.
Low-acidity, mild flavored coffees
Coffee with a bright acidity that dances on your tongue before it quickly dissipates.
Coffee exposed to oxygen for extended periods of time loses acidity and becomes flat and cardboard tasting. This is the taste of stale.
Sweet is a positive coffee description that is associated with a pleasant flavor and mouthfeel.
A thick coffee with a lot of body that leaves a lingering aftertaste.
A lingering acidity
A botanical subheading of species. For example, Bourbon is a varietal of the species arabica.
Exotic flavors with extreme characteristics
A taste similar to that of red wine or having a fruit quality.
Why are Latin American and washed African coffees recommended for iced coffee?
Their acidity and flavor characteristics tend to be more mouthwatering or thirst quenching.
The lighter the roast, the more caffeine is present in a cup of coffee
Roasting Plants
Kent, Washington
Carson Valley, Nevada
York, Pennsylvania
"Roast Curve"
Finding the right amount of heat over the right amount of time. Our attention to the roasting process means that if another company purchased the same beans there is no guarantee that anyone could make coffee taste like ours.
Flavor profile
Two prerequisites for a coffee farmer to be considered a C.A.F.E. Pratices supplier
High quality coffee and social criteria
C.A.F.E. Practices
A set of socially responsible coffee buying guidelines.

These guidelines ensure high-quality coffee, promote equitable relationships with farmers, workers and communities, and they protect the environment.
When did the Coffee of the Week program begin?
The science and economics of crop production.

The application of soil and plant sciences to soil management and crop production.
Arrival Samples
When coffee arrives from origin at each of our roasting plants, samples from each lot are roasted and cupped by a green coffee specialist and tasting room assistant to ensure quality.

Third cupping of the minimum three throughout the buying process.
Number and variety of living organisms; includes genetic diversity, species diversity, and ecological diversity.
C.A.F.E. Practices
Coffee buying guidelines developed with the goals of ensuring the future supply of high-quality sustainable coffee and promoting equitable relatinships withe farmers.
Coffee Exporters
They receive or buy coffee beans from mills and cooperatives. They contract and arrange for shipment of the green coffee and sell the coffee to importers and roasters.
Coffee Producers
Coffee farmers
Coffee suppliers
Any of the following sources of green coffee:
Coffee Trading
Coffee buying
Cupping is the term used in the coffee industry for the process of tasting and defining coffees.

How coffee is tasted and evaluated in the coffee industry.
Step up from a Coffee Press (Similar/better)
Farmer Support Center (FSC)
Located in San Jose, Costa Rica. The partners based out of this office work directly with coffee farmers, cooperatives, mills, and exporters to advance the sharing of best practices as they relate to high quality sustainable coffee and selling coffee in a socially responsible way.
Offer Samples
Coffee samples that are sent to the SCTC from suppliers. The samples are roasted, cupped and evaluated by SCTC partners and considered for purchasing.

First cupping of the minimum three throughout the buying process.
Pre-shipment samples
The second round of coffee samples that are sent to SCTC from a supplier. When the coffee is ready to leave the origin country, a sample is sent for approval.

Second cupping of the minimum three throughout the buying process.
Starbucks Coffee Trading Company, our coffee purchasing office located in Lausanne, Switzerland.
Starbucks Support Center located in Seattle, Washington.
A method of using a resource so that the resource is not depleted or permanently damaged. In the case of farming, it refers to practices that can be sustained over the long term without adversely affecting the environmental conditions (soil, water, quality and climate) necessary to support future farming.
What year did Starbucks introduce Gazebo Blend as a summer exclusive?
One of the four basic qualities possessed by all coffees, aroma is the term used to describe the scent or bouquet of the coffee.
Refers to the packaging material and one-way valve that guarantee our coffee's freshness.

With the flavor lock valve we can preserve the coffee's freshness and offer our coffee all over the world. The flavor lock allows gases to escape without allowing oxygen in.
A coffee that features a harmonious mix of flavor, acidity, and body; no one characteristic dominates the cup.
What are the four coffee taste characteristics?
Our preferred supplier program ensures that Starbucks sources sustainable coffees by evaluating the quality, economical, social and environmental aspects of production.
Why does Starbucks have access to the highest quality arabica coffees in the world?
We've formed lasting relationships with the growers.

We pay premium prices.

Much of our coffee is purchased at outright prices, not prices based on the C market.
Coffee Industry is comprised of...
25 million people growing coffee in approximately 70 countries.
Top 10 coffee producing countries in the world
1. Brazil (25%)
2. Colombia (9%)
3. Vietnam (9%)
4. Indonesia (8%)
5. India (4%)
6. Mexico (4%)
7. Ethiopia (3%)
8. Uganda (3%)
9. Cote d'Ivoire (3%)
10. Honduras (2%)
International Coffee Organization
In what year did the double frost in Brazil cause the price of coffee to rise to $2.74 per pound?
When did Starbucks start its Preferred Supplier Program which outlines our philosophy of how we purchase coffee?
November 2002
Coffee Sourcing Guidelines
Coffee Quality
Economic Accountability
Environmental Impacts
Social Conditions
What is the Starbucks Coffee Agronomy Company and where is it located?
Opened in January of 2004 in San Jose, Costa Rica. This office was established to support our rapid growth plans and to help ensure the future supply of high-quality, sustainable green coffee from existing and potential sources in Central America.

Starbucks Coffee Agronomy Company will house a team of agronomists, cuppers and sustainability experts to ensure the future availability of high-quality, sustainable coffee from Central America. The office will manage Starbucks Coffee Trading Company's coffee sourcing guidelines and preferred supplier program, oversee regional social programs, and engage with local governments on sustainability issues. By being used in select Central America countries, agronomists will work directly with farmers implementing sustainable coffee production methods.
The price of coffe on the commodity market has been driven by severe weather and tremendous speculation between 1991 and 2003.
What has driven the price of coffee down in today's market?
The global oversupply of coffee
What are the two pre-requisites to be considered as a preferred supplier?
Meet Starbucks strict quality standards
Provide economic transparency
In order for coffee production to be sustainable, it must be economically viable at all levels of the supply chain.
Coffee flowers look and smell like
Star jasmine
5 pounds of coffee cherry equals
one pound of green coffee or one tree.
First pop
7 to 9 minutes. Also refered to as the cinnamon roast because of its color at this stage. Coffee that is roasted to first pop is very high in acidity, light in body and has under-developed, greenish flavors. Commerical coffee companies that can coffee will stop roasting after the first pop.
Second pop
11-13 minutes. After the coffee pops the second time, changes within the bean happen very quickly. Oils that are rising to the bean's surface cause a crackling noise. Some oil can be seen on the surface of the bean and the center crease opens wider. Since the first pop, acidity is decreasing and body and flavor are increasing. Many specialty coffee companies stop roasting right at the the second pop.

At this point the weight of the coffee has decreased by 18-25%, depending on the coffee.
Dark Roast
Our three dark roast coffees are Espresso Roast, Italian Roast and French Roast. By the time the coffee reaches our French Roast we have roasted out the acidity and body has decreased.
Our darkest roast
French Roast
Generally a big rain will trigger flowering on a coffee plant.
Characteristics of a coffee tree
A fruit tree
Flowers last 2 to 4 days
The bud becomes a cherry
The Starbucks Roast(tm) occurs within this timeframe.
between 11-13 minutes
Use the right proportion of coffee to water. The recipe is 2 tablespoons of ground coffee (10 grams) for each six ounces (180 milliliters) of water.

Use the proper amount of coffee to prevent over extraction. Over extraction is the leading cause of bitter coffee.
Leading cause of bitter coffee
Over extraction
The amount of time the coffee and water spend together affects the flavor elements that end up in the cup.

Different brewing methods have different grind requirements. If in doubt as to the brewing method or proper grind, always err on the coarse side.
Use water that tastes clean, fresh and free of impurities. A cup of coffee is 98% water.

Water heated to just off a boil (195 to 205F; or 90 to 96C) is perfect for extracting the coffee's full range of flavors.
What percentage of coffee is water?
The enemies of coffee are oxygen, light, heat and moisture. Once a flavorlock bag is opened, the coffee should be stored in an opaque, airtight container at room temperature.

For best results, coffee should be ground just before brewing. Whole bean coffee stays fresh longer because there is less surface area exposed to oxygen.

Once brewed, the flavors in coffee are very fragile. Brewed coffee is best held in a thermal carafe and if left on the burner should be consumed within 20 minutes.
The quality of Starbucks coffee is directly impacted by each and every store partner
What is the correct proportion of coffee to water?
2 tablespoons of ground coffee to 6 ounces of water
Different brewing methods will have the same grind requirements
Whole bean coffee stays fresh longer because there is less surface area exposed to oxygen
What is the Starbucks Coffee Master program?
An education program established to enhance Starbucks position as the leader in coffee by rewarding and recognizing those partners whose passion for our coffee sets them apart from their peers.
What are the four tasting terms we use when discussing how a coffee tastes?
The Starbucks Roast(tm) means roasting each coffee as dark as we can get it.
Starbucks offers a wide variety of both blends and single origin coffees.
Starbucks coffee buyers consider many factors besides priced when buying green coffee.
In what year did Starbucks team up with Conservation International (CI)?
Conservation International (CI)
An environmental nonprofit organization
Economic transparency
Documentation providing information on how much money the farmer received
Black Apron Exclusives(tm)
Represents Starbucks expertise in coffee and dedication to the farmers who grow it. Launched in April 2004, this new line features rare and intriguing coffees in very limited supply.

Black Apron Exclusives(tm) coffees are designed to appeal to coffee connoisseurs-people looking to experience truly unique and exotic flavors.

The expensive price reflects the rarity and the uniqueness of these coffees and the extraordinary efforts required to bring them to our customers.

Due to the limited quantity of these coffees, stores may run out within the first two or three weeks. With each offering, Starbucks awards farmers $15,000 to help fund projects that will improve their communities
How much does Starbucks award farmers for each Black Apron Exclusive(tm) to help fund projects that will improve their communities?
How do the beans taste?
Yellow (1 of 4)
Tart, sour not recognizable as coffee.

Coffee beans turn yellow after 5-7 minutes in the roaster. The aroma is enticing at this stage, often described as buttery or sweet. The flavor, however, is nothing like coffee and is dominated by the coffee's acidity.
How do the beans taste?
Light Brown (2 of 4)
Lemony acidity and a grassy or grainy taste.

Coffee at this stage is light brown and is beginning to look and smell a bit like coffee. However, for Starbucks drinkers the taste is still to tart and acidic and the coffee still has a ways to go before we'd call it "done."
How do the beans taste?
Brown (3 of 4)
Nice coffee flavor but dominated by acidity.

At this stage, which occurs at about 9 minutes, a lot is happening inside the roaster, and the flavor of the coffee is developing quickly. The coffee is drinkable but still not quite ready - the acidity is still dominant and the flavor not fully developed.
How do the beans taste?
Rich Brown (4 of 4)
Finely balanced acidity, flavor and body.

Depending on the coffee, the Starbucks Roast is reached between 11 and 15 minutes. The beans are a deep chestnut brown, with the coffee's oils sometimes visible on the surface. The flavor is deep and smooth, with a perfect balance of acidity, body, and flavor.
"Roast Curve"
Finding the right amount of heat over the right amount of time.
All Starbucks coffee is hand-roasted.
The way we roast coffee has not changed since we started.
Because all our coffees are roasted fairly dark, they all taste the same.
Any competitor can roast coffee and make it look the same as Starbucks coffee.
Even though our coffees all look similar, each is roasted with a unique roast curve to bring out the best flavor.
Our mission. The following statements make up our mission and guiding principles at Starbucks:

"Apply the highest standards of excellence to the purchasing, roasting, and fresh delivery of our coffee.
Our mission. The following statements make up our mission and guiding principles at Starbucks:

"Develop enthusiastically satisfied customers all of the time."
The pre-requisites for participation in C.A.F.E. Practices.
High-quality coffee and economic transparency
C.A.F.E. Practices are designed to:
Ensure high-quality coffee.
Promote equitable relationships with farmers, workers and communities.
Protect the environment.
Our Starbucks Roast(tm) produces a deep chestnut brown and is between 11 and ___ minutes.
For more than thirty years we've built long-term relationships with farmers we know and trust who give us direct and exclusive access to coffees they grow.
Aroma is the first hint coffee gives about its identity, and one of the things people like best about it.
When tasting, remember to gently slurp the coffee as this will allow the coffee to cover your whole tongue and make better contact with your sense of smell too.
Identify the experience on your tongue
Is it light or heavy? Does it seem tangy and acidic or smooth?
Create a description
Use your own words to describe the coffee - the resources you have in your store are meant to guide you, not to be a script.
The four tasting characteristics when evaluating coffee are:
When used as a coffee tasting term, acidity means:
The crisp, lively aspect of the coffee.
Bright, Sparkling, Tangy
Berry like
Starbucks Integrated Approach to sustaining coffee communities
Investing in social development projects
Paying premium prices to help farmers profit
Farm Support Center for technical support and training
Providing farmers access to affordable credit
Buying Fair Trade (Certified), Organic (Certified), and Conservation (Shade Grown) coffees for environmental and economic stability
C.A.F.E. Practices (Coffee and Farmer Equity Practices) Our coffee buying gidelines
In what year did Starbucks, Conservation International (CI), and Scientific Certification Systems, a third-party evaluation and certification firm develop C.A.F.E. Practices?
Conservation coffee
Protects biodiversity it ecologically sensitive coffee-growing regions.
Social development
Starbucks contributed more than $1.8 million for projects in coffee communities in 2004.

Worked with Carcafe to renovate and build homes in Colombia, impacting 700 families.
Partnered with Deli Cafe to fund a mobile dental unit in Costa Rica to educate children in dental health care prevention. The mobile dental unit serves 4,500 children
Worked with Rothfos Corp. to fund a hospital ward renovation project in Papua New Guinea, serving 3,000 patients in 2003

Funding for social projects is provided by Starbucks in a variety of ways including award money, nongovernmental organization partnerships, social premiums on coffee contracts and outright funding from market business units.
Access to Affordable Credit
Starbucks invests in loan guarantees, allowing thousands of farmers to have access to affordable credit. This credit enables farmers to invest in their farms and helps them through cash shortages during a crop cycle.

Through 2005, Starbucks has committed to dispersing more than $8.5 million in funding to nonprofit organizations to provide loans to coffee farmers, benefiting approximately 32,000 small-scale coffee farmers.

$1 million to Calvert Foundation
$2.5 million to Verde Ventures
$5 million to Ecologic Finance

This commitment is the largest of its kind for a specialty coffee retailer.
What are the three types of coffee tastings?
Guided tasting
food pairing
coffee seminar
There is a seminar planning form to use for planning a coffee seminar
Possible supplies you may need for a coffee seminar:
Fresh ground coffee
coffee press
seminar topic
Starbucks has a long-standing practice of paying premium prices for coffee.
Starbucks top 9 coffees????
Costa Rica
Coffee Excellence
How we present our whole bean coffee and who we make beverages.
The standard for active sampling
A least 3 times per day
The Coffee Floor Stand can be against a wall.
Where are residual promotional coffees merchandised?
In the floor basket
The Coffee Floor Stand can be in the seating area.
Where do you find presentation direction for coffees in promotional FlavorLock(tm) packaging?
Siren's Eye
"The Seven Satisfiers"
1. Preferred coffee taste/flavor
2. Highest quality coffee
3. Being treated as a highly-valued customer
4. Best-tasting espresso drinks
5. Pleasant atmosphere/ambiance
6. Friendly staff
7. Clean store

3 of the 7 relate directly to coffee!
What percentage of our customers drink coffee at home at some point during the week?

At home, 34% of our customers brew Folger's or Maxwell House most often.
Just 26% brew Starbucks coffee most often. And almost none of our customers brew only Starbucks at home.

41% of our customers have bought more than 5 brands of coffee in the past year.

Remember there are no CMs in the grocery isle!
Areas of focus within the Operational Excellence and Gold Standard Checklist (GSC) that a Coffee Master must focus on:
Whole bean coffee quality
Beverage quality
Recipe standards
Equipment cleanliness
Food Safety
We feature 3 different coffees each week
Stores can brew coffees other than COW after 2:00pm.
According to our Gold Standard (Operational Excellence) how many times is active sampling performed per day?
Promotional coffees, typically featured on the front of the floor stand, account for over 15% of sales. Company-wide, the ten coffees on the core side of the floor stand account for what percentage of our whole bean sales?
What are the FLAVOR categories into which our coffees are sorted?
Extra Bold
Our tools like the Siren's Eye and the Visual Presentation Standards Manual contain detailed information about coffee display for your store.
How much does a low satisfied customer spend during a visit?
Our research has shown that a highly satisfied customer will spend much more in their lifetime at Starbucks than one who is only slightly satisfied.
How often does a low satisfied customer visit a store?
4 times a month
How much does a highly satisfied customer spend during a visit?
How often do our most satisfied customers visit on average?
7 times per month
98oz water reservoir
Steel body construction
Soft touch programmable control pad
Auto shut off
Insulated brewing process
Pump driven system
Sloped bean chamber
Safety Switch
Made in Italy - home of espresso!
Coffee Press
French Press
Starbucks recommended method of brewing and delivers a rich, elegant taste, which first delighted patrons of European coffeehouses. Hot water, heated to just off a boil (bring water to a boil, remove it from the heat source and let it sit for a few seconds before dispensing) is poured over coarse-ground coffee (10 Tbsp for an 8-cup press; 16 Tbsp for a 12-cup press) and steeped for 4 minutes. A stainless steel mesh filter, which lets coffee retain the flavorful oils that paper filters absorb, is then plunged down to separate the coffee from the grounds. The distinctive result is an intense, flavorful cup.
Benefits of the Coffee Press (French Press)
This is Starbucks preferred brewing method because it makes pure, strong coffee, and there is no paper filter, which means all the coffee flavor is in the cup, not soaked up by the filter. Good cleaning is important, as oils can build up on the screen and become rancid, and ruin any other coffee you make. No brewing method better showcases the true quality of the coffee than the coffee press.
Automatic Drip Coffeemaker
The automatic drip coffeemaker continues to be among the most popular and convenient methods for brewing a quick, delicious cup of coffee. It heats the water for you to the ideal temperature of 195F to 205F/90C to 96C, allowing for full extraction of the coffee's flavors. Once brewed, coffee can be kept warm over a brewer for only about 20 minutes before the flavor becomes bitter. A thermal carafe will keep coffee hot and delicious for up to five hours.
Benefits of the Starbucks Barista Aroma(tm)
Drip brewing is by far the most common in North America. Good quality equipment and the right recipe can make a very good cup of coffee. The single most important thing about any drip brewer is its ability to get water hot enough to make good tasting coffee. Also, the thermal carafe keeps your coffee warm without cooking it like traditional hot plate glass carafe models.
Espresso Machine
The espresso machine is growing in popularity as coffee enthusiast are coming to recognize the pleasure of savoring their favorite espresso beverage at home, at their convenience. True espresso is a rapid method of brewing that forces hot water,under pressure, through finely ground coffee to produce a concentrated, aromatic and highly flavorful extract. Rich and caramelly-sweet, brewed espresso forms three distinct layers - the frothy crema, the billowing body and dark, intense heart - which are a visual cue that you've created a perfect shot.
Super Automatic Espresso Machine
A super automatic espresso machine is designed to deliver custom beans-to-epresso results with the touch of a button. Just before brewing, the espresso machine will grind only enough coffee for each cup being prepared.
Benefits of the Barista(tm)
Making espresso beverages at home has become a way of life for many of our customers. There are literally dozens of machines on the market, with more features and styles hitting the market all the time. While it's hard to duplicate what a machine costing thousands of dollars can do, it's very simple to make a great tasting latte at home.
Burr Grinders
Burr grinders deliver the most accurate and consistent grind - from coast to fine - for all brewing methods. Blade grinders spin the beans while grinding for consistent contact with the blade.
Benefits of the Burr Grinder
Burr grinders are the "professional" way to go, without a doubt. The grind produced by a burr grinder is more uniform than that of the blade grinder. They are easy to use, very fast, and very sleek. A great choice for any brewing method and a must for the customer that wants to freshly grind their own espresso.
Coffee Filters
Long-lasting, fine mesh filters let coffee retain its flavorful oils and, because they rarely need to be replaced, are environmentally friendly. Paper filters offer convenience and are easy to use.
Coffee Scoop
For consistently delicious coffee, we recommend using one scoop (2 Tbsp/10g) of coffee for every 6 fl oz (180mL) of water. Using a heaping measure for whole bean coffee, a level measure for ground coffee.
Espresso Measuring Scoop
With the Espresso Measuring Scoop use one scoop (1 1/2 Tbsp/7g) of finely ground coffee to create the ultimate shot (1 fl oz/30mL) of espresso.
Espresso Pods
Espresso Pods are a convenient option for brewing espresso. Coffee comes preground, premeasured and pretamped so there's no measuring, no grinding and no mess.
Knock Box
The Knock Box is useful for removing used coffee grounds from your espresso portafilter without damaging it.
Shot Glass
A Shot Glass helps you gauge the correct amount of espresso per shot (1 fl oz/30 mL)
Steaming Pitcher
The Steaming Pitcher's stainless steel conducts heat evenly for perfectly steamed milk and allows you to feel the milk's temperature as it heats up.
Tamper Tamping
Tamper Tamping is a gentle packing of ground coffee into the portafilter of your espresso machine. It creates a smooth, flat surface so water will flow through the grounds more slowly, assuring full extraction of flavor.
A Thermometer takes the guesswork out of steaming milk, without scalding it, to the optimal temperature - between 150F and 170F (66C and 76C).
Starbucks Sales Model
Connect: Greeting and conversing with the customer.

Discover: Learning what will meet the customer's needs.

Respond: Suggestive selling, asking for the sale, thanking the customer.
3 steps to connecting with the customer
1. Introduce yourself to the customer

2. Tell them you are available if they need help

3. Suggest at least one great coffee or coffee product in the store.
"Discover" Questions
How do you make coffee at home?
When do you like to drink coffee?
Are you interested in something for yourself today or is this a gift?
At home, do you enjoy drip coffee or another type of coffee drink?
Who will be using the coffee maker?
What kind of grinder do you use now?
"Ask for the sale" statements and questions
I'll bring these up to the register for you.
Will that be cash or charge?
Do you need a pound of coffee to go with that?
Which of these two would you like?
When selling anything, inquire if they customer needs coffee beans or tea bags for home.
Remind them of our available espresso accessories, flavorings, and tumblers.
Ask if they would like a beverage.
Always send them off with a thank you!
My coffee doesn't see hot enough when I make it at home - the older my brewer gets, the worse the problem.
Water - This is a WATER problem in all likelihood: the brewer isn't heating the water sufficiently. The water itself can cause problems for the brewer, so this customer probably needs a new machine and to use filtered water.
Hi. I made some coffee and it tasted like water. I used the 2 tablespoons that I was told to use when I bought beans yesterday. What am I doing wrong?
Grind - The coffee was fresh and the proportion of coffee was correct. It is probably a grind problem, although it is possible they used too much water.
Hello there. The first couple of cups from the pot always taste pretty good,but by the time I get to the last cup, the coffee has a nasty burned taste.
Freshness - The pot is sitting on the burner of the brewer too long, spoiling the coffee. What feature of the Aroma could you mention at this time?
Hi. I just tried using my espresso machine to make an iced latte and it was horrible. I made a double shot just like always, but it took forever for the coffee to pour.
Grind - Sounds like the grind was too fine. The special portafilter used by the Barista(tm) espresso machine can accommodate most grinds, but if you grind too fine, the shot won't pour.
Gazebo Blend always tastes great when I get it at the store, but at home, the taste is really weak and the coffee is very pale.
Proportion - This sounds like weak coffee caused by not using enough coffee.
I use a 10 cup coffee maker at home, and it takes almost 20 minutes to brew a full pot, and then it's bitter-tasting. What's going on?
Grind - This customer is grinding too fine - the grind of the coffee is slowing the flow of the water through the grounds, and over-extracting the coffee.
What are the three steps to connecting with your customers?
Introduce yourself, tell them you are available, suggest a coffee.
What percentage of customers brew coffee at home?
After you connect with a customer, what type of question would you ask to learn about your customer's needs?
When you use suggestive selling, ask for the sale, and thank the customer, you are using the Respond part of Starbucks sales model.
You use Connect-Discover-Respond when you are: on the register, at the bean counter, and at the beverage hand-off.
If a customer has a home brewing dilemma, what are the four fundamentals that you would use to discuss potential solutions for our customer?
What piece of brewing equipment is best for sampling in the store?
Coffee Press (French Press)
What type of brewing method is most common in North America?
What two categories of C.A.F.E. Practices are verified on the farms by a third party?
Environmental and social criteria
In what year did the Farmer Support Center (FSC) open in Costa Rica?
What three teams are a part of the FSC?
Agronomy Team - Suggests ways to improve the overall coffee quality and sustainable growing practices with the guidance of C.A.F.E. Practices.

Quality Team - Cupping coffee samples for quality assurance.

Sustainability Team - Helps agronomists implement C.A.F.E. Practices and oversee regional social programs. Receive and review C.A.F.E. Practices applications and send results to SCTC.
What makes up the Quality Team of the FSC?
A green coffee manager and a tasting room assistant
Farmer Support Center
Ensure long term availability of high-quality sustainable coffee in accordance with our guiding principles.
Sustainability Team
Implement C.A.F.E. Practices; oversee regional social programs and works with local governments.
The SCTC is responsible for all coffee purchasing, and working directly with our coffee suppliers to validate their participation in C.A.F.E. Practices. The two teams that are responsible for the pre-requisite areas of C.A.F.E Practices; quality and economic transparency are Green Coffee Trading and Operations and Green Coffee Quality.
The two teams that make up the SCTC
Green Coffee Trading and Operations Team - Responsible for managing all supplier relationships and purchasing coffee, all coffee contracts and future strategies. Tracks physical shipments. Responsible for evaluating the transparency documents submitted by suppliers participating in the C.A.F.E. Practices program.

Green Coffee Quality Team - Tastes and evaluates "offer" and "pre-shipment" samples to see if they are acceptable as "Starbucks Quality" Works closely with the FSC and the SSC Green Coffee Quality team to determine quality standards and blend recipe formulation. Works with the GCTO team to develop new origins and promotional coffees.
Taste and evaluate "offer" and "pre-shipment" samples.
SCTC Green Coffee Quality Team
Work closely with the SSC Green Coffee Quality Team to determine quality standards and blend recipe formulation.
SCTC Green Coffee Quality Team
Evaluates the transparency documents submitted by suppliers participating in the C.A.F.E. Practices program.
SCTC Green Coffee Trading & Operations Team
Work with the FSC to communicate best practices and evaluate potential quality improvements.
SCTC Green Coffee Quality Team
Travel to coffee producing countries to maintain, develop and improve supplier relations.
SCTC Green Coffee Trading & Operations Team
Responsible for managing all supplier relationships and purchasing coffee for Starbucks.
SCTC Green Coffee Trading & Operations Team
SSC Green Coffee Quality Team
Ensure the quality of our coffee once it reaches the roasting plants. Manage recipes, create blends, and set roast curves for all our coffees to maintain flavor profiles.
SSC Teams
SSC Quality and Roasting Plant Green Coffee Specialists - At each of the 4 roasting plants, a green coffee specialist and a tasting room assistant can cup up to several hundred cups of coffee each day. They are the last quality check point before the coffee is roasted, packaged, and shipped to stores.
Take "arrival samples" from each green coffee lot as it arrives from origin to ensure quality.
Roasting Plant Green Coffee Specialists (SSC)
Manage recipes, create blends and set roast curves.
Green Coffee Quality (SSC)
Cup coffee in the tasting room and discuss upcoming coffees and quality issues with the Trading and Quality teams at SCTC.
Green Coffee Quality (SSC)
They are the last quality check point before the coffee is roasted, packaged, and shipped to stores.
Roasting Plant Green Coffee Specialists (SSC)
Which partners spends most of their time visiting farms having conversations about coffee trees, soil, mill operations, and C.A.F.E. Practices?
Agronomists (FSC)
Which partners is responsible for managing our blend recipes and roast profiles?
Green Coffee Quality (SSC)
Which partner spends a large portion of their time traveling to origin countries to build relationships and determine new suppliers?
Green Coffee Trading Operations (SCTC)
Which partners cups arrival samples to ensure the quality of green coffee has been maintained during shipment from origin?
Green Coffee Specialist
Which partner works with agronomists to implement C.A.F.E. Practices and oversees regional social programs?
Sustainabilty specialist, FSC
Which of these partners joined Starbucks as a green coffee specialist and now leads the team with experts in soil management and field-crop production?
General manager, FSC
Which of these partners formerly worked for a coffee exporter and currently leads the team that purchases coffee for Starbucks?
Coffee and managing director, SCTC
Each office has a coffee quality team. Which partner cups offer and pre-shipment samples?
director, Green Coffee Quality (SCTC)
Our coffee buyers, located at the Starbucks Coffee Trading Company (SCTC) in Lausanne Switzerland spend approximately how much of their time traveling to coffee growing countries to build relationships and find the highest qualiity coffees the world has to offer.
At least how many cups of coffee are tasted or "cupped" each day by our experts to ensure quality is maintained through buying, roasting, blending, and packaging, and our customers are receiving coffees that are worthy of the Starbucks name?
What are the two decaffeination processes that Starbucks uses?
Swiss Water Process (SWP) used for Decaf Komodo Dragon Blend

Direct Contact Method (Starbuck's preferred method)
Swiss Water Process
Originated in Switzerland in 1930s. But now only in Vancouver

100% Chemical Free. USDA Certified Organic process.

a batch of green beans is soaked in hot water, releasing caffeine. This process is done until all the caffeine and coffee solids are released into the water. These beans are then discarded. Next, the water passes through a carbon filter which traps the caffeine molecules but allows the water and the coffee solids to pass through. The caffeine-free water which comes through, known as "flavor-charged" water, is then put in a similar filtration device, and new coffee beans are added. However, since the flavor-charged water cannot remove any of the coffee solids from the new beans, only the caffeine is released. The process repeats, filtering out all the caffeine until the beans are 99.9% caffeine free. These beans are removed and dried, and thus retain most if not all of their flavor and smell.
Direct Contact Method
This is the original decaffeinating process (Germany) and still widely employed. The green beans are first softened by steam for about 30 minutes. Then they are repeatedly rinsed - for about 10 hours - with methylene chloride solvent that soaks through the beans (comes in direct contact with the bean). Caffeine in the beans is drawn out, and bonds with the solvent, leaving the coffee 97 - 99% caffeine free. The solvent is drained off, the beans are steamed a second time, for 8 to 12 hours, then heated and blown dry, evaporating all traces of the methylene chloride.

The Caffeine is separated from the methylene chloride and the methylene chloride is used again.

Much of the caffeine removed from coffee is sold by the decaffeination facilities to pharmaceutical and soft drink companies for use in their products.
Breakdown of taste buds
(four basic taste sensations)
At the front of the tongue we find the taste buds particularly sensitive to sweetness and on the front edges of the tongue we find a sensitivity to saltiness. Farther back on the sides of the tongue we find taste buds with a sensitivity to sour or acidity and at the back of the tongue we find a particular sensitivity to bitterness.

The logical placement of these taste buds reflects a time past when mouth was the last protection against poison or harmful foods. If food or drink in nature were sweet it was generally all right to consume. If, however, it were sour or tart this was cause for question and the possibility of not swallowing it. Were the food or drink to get past the sweet, salt, and sour or acid taste buds and trigger the bitter taste buds then the mouth would gag as a last defense to prevent the body from ingesting anything that might be harmful to it. Because the body needs a certain amount of salt, the salt taste buds located towards the front of the tongue are in a position to taste salt early like sweetness and accept it into the body as a good and needed food.
Breakdown of a coffee cherry
Ripe Cherries are just slightly larger than a cranberry. The unroasted green coffee bean is actually the pit or seed of the coffee cherry. The skin of the coffee cherry is thick with a slightly bitter flavor. The fruit beneath the skin, however is quite sweet. The texture of this layer of fruit is similar to that of a grape. Beneath the fruit is the parchment, covered with a thin, slippery, honey-like layer called mucilage. The parchment of the coffee cherry servers as a protective layer for the coffee bean. Removing the parchment will reveal two bluish-green coffee beans that are coated with with a very thin layer called silverskin. While most coffee cherries contain two beans, 5-10% of the time only one bean is produced in the cherry. This is called a peaberry.
What are the three primary methods for coffee processing?
Washed (wet)
Semi-Washed (Semi-Dry)
Natural (Dry)
Wet process
Ripe red coffee cherries are picked and quickly taken to a processing station (wet mill). Cherries are loaded into a receiving tank where water and gravity are used to help preliminarily sort the coffee. Cherries that are not fully ripe will float to the top and be skimmed off. Next the coffee cherries go through a pulping machine where the bean is seperated from the fruit. The beans will remain coated with a sticky, honey-like substance called mucilage.

Beans are then mo ed through a washing channel to a fermentation tank. These tanks are often open concrete receptacles which vary in size depending on the volume of the mill. The coffee remains in the tanks from 18-48 hours depending on a number of factors including climate, altitude, and tradition. During fermentation a series of enzymatic reactions occur, which break down the mucilage layer and help develop the bean's acidity, flavor and aroma.

This process, along with the regional characteristics such as soil, three variety and microclimate, influences the final flavor of the coffee. Washed coffees are known for their crisp flavor and acidity. The majority of Starbucks purchases are coffees produced using this process method.
Semi-Washed process
Used primarily in the Asia/Pacific region, the semi-washed process method is most often associated with the coffees of Indonesia.

Ripe cherries are washed and cleaned then pulped using small hand-pulping machines. Unlike many larger mills found in Latin America, most semi-washed Indonesian coffee is produced in small backyard mills. Once the fruit is removed, the coffee is washed thoroughly then laid out to dry in the sun.

There is no fermentation used in this process method. After the coffee has partially dried and is still a bit soft to the touch, the parchment skin is removed and the green coffee is laid out again for a final drying. Once dried, the green coffee is sorted and graded before bagging and export.

Semi dry is a hybrid process in very limited use in Brazil and Sumatara/Sulawesi. The cherry is passed through a screen to remove the skin and some of the pulp like in the wet process but result is dried in the sun and not fermented or scrubbed.
Natural process
Normally associated with Brazil.

Does not rely on fermentation to develop flavor. Flavor is developed from the cherry drying completely on the bean. Coffee cherries are harvested or collected then allowed to dry on patios or tarpaulins before the cherry skin, dried fruit, and parchment are removed.

Because of the varying degrees of ripeness and harvesting techniques, natural process coffees can be unpredictable and inconsistent. This processing method yields flavors such as berry, spice, cocoa and earthy.

Natural process coffees have also been used when a lack of water has necessitated an alternative method of production. Most of the world's robusta coffees are processed using this method.
Dry Milling
Following fermentation and a final washing, the coffee is dried by placing it on a concrete patio or in a mechanical drum dryer. During patio drying, the coffee in parchment is raked or pushed along to ensure uniform, even drying. This process is highly dependent on the weather and can take from three days to more than a week. In mechanical drum dryers, coffee is placed in a tumbling cylindrical drum where heat is applied to dry the coffee. This process is generally faster than patio drying but must be carefully managed to avoid damaging the coffee.

Once dry, the cofee is stored or 'rested' in its parchment to develop a consistent, uniform flavor. Just prior to shipment, he coffee is hulled to remove the parchment skin from the outside of the bean. After hulling, green coffee is sorted using specialized machinery designed to seperate beans according to their density and size. In some dry mills electronic laser sorting is employed to remove beans with brown, black or other unacceptable color variations from the programmed green color standard. After final sorting has been completed in the dry milling process, coffee is batched, placed in jute sacks, weighed and readied for export in ocean-going containers.
How do the people in the Farmer Support Centers in Latin America and Africa help the farmers?
Experts at the Farmer Support Centers (FSC) work with coffee farmers to develop responsible ways to grow quality coffee.
How can we build and maintain relationships with our coffee farmers?
-Regular farm visits
-Experts at the Farmer Support Center (FSC) help farmers develop techniques for growing coffee in responsible ways
- Constant quality checks via cupping and tasting
- Work with organizations to protect the environment in coffee growing regions
Starbucks only buys high quality ...
Arabica beans
Starbucks(tm) Shared Planet(tm) is our commitment to doing business responsibly, in ways that are good to the earth and to each other. What three commitments does Starbucks(tm) Shared Planet(tm) focus on?
We demonstrate our commitment through:
-The way we buy our coffee (Ethical Sourcing)
- Minimizng our environmental footprint and being more earth friendly (Environmental Stewardship)
- Being involved in local communities (Community Involvement)
What does Starbucks hope to ensure by ethically sourcing our coffee?
-Long-term supply of high-quality coffee
-Limit use of pesticides used in growing coffee
-Protection of natural resources through sustainable agricultural pratices
-Provide access to education and medical care for coffee growing communities
-Help farmers earn the higher prices that high-quality coffee deserves
Under Starbucks(tm) Shared Planet(tm) commitment to ethically sourced coffee, our goal is to have 100% of our coffee grown and ethically traded by what year?
By 2015, every cup we serve should be grown under our high standards of quality. It should be ethically sourced and responsibly grown, because we believe it helps create a better future for our farmers, and a more stable climate for the planet.
We developed the Starbucks(tm) Shared Planet(tm) Ethical Sourcing principles with ...
Conservation International (CI)
As of 2009 we are committed to being the world's largest purchaser of ...
Fair Trade Certified(tm) coffee
You can find experts that develop techniques for responsibly grown, ethically sourced coffee at a ...
Farmer Support Center (FSC)
True or False?

Fair Trade is an organization and a system aimed at improving the lives of people by promoting responsibility for their businesses. Fair Trade Certified(tm) coffee is purchased for a required minimum price via Fair Trade cooperatives. Fair Trade also makes sure that social and environmental standards are upheld.
Washed processing method
De-pulping, fermentation, drying
Semi-washed processing method
De-pulping, drying
Natural processing method
Nutty, cocoa flavors, bright acidity and light to medium body are characteristics of ...
the growing region and the washed processing method
Earthy, herbal flavors, low acidity and full body are characteristics of ...
the growing region and the semi-washed processing method
Berry, spice, cocoa and earthy flavors, low acidity and full body are characteristics of ...
the growing region and the natural processing method
True or false:

The washed processing method is used for most Asia/Pacific coffees.

The washed processing method is used for most Latin American coffees.
What step that is included in the washed process is NOT present in the semi-washed or natural/dry process.
What would you tell a customer about the taste characteristics of most Latin American coffees?
- You can feel the coffee on the sides of your tongue
- The coffee does not have a long aftertaste
- The coffee may have a nutty flavor
The seasonal Starbucks(r) coffee processed with the natural processing method is ...
Arabian Mocha Sanani
An organic coffee Starbucks offers is ...
-Organic Serena Blend
-Yukon Blend
A single origin Starbucks(r) coffee from the Asia/Pacific region is ...
The coffees from this growing region are all processed with the washed processing method ...
Latin America
A single origin Starbucks(r) coffee from the Latin America region is ...
Guatemala Antigua
How do you respond to a customer's question "What coffee would you recommend?"
Start with "What coffee are you drinking now?""
Continue with "What flavors do you like?" Give examples.
Suggest a coffee that matches the customer's preference.
What levels are Arabica beans grown at?
High Altitudes, about 3,000 feet, 900 meters
Is the roasting process the same for all of our coffees?
No, each of our coffees have a different roast curve (profile)
lighter roast
-Higher acidity
-Lighter body
Example: Breakfast Blend
darker roast
-Less acidity
-More body
Example: Espresso Roast
Extra bold roasts
-After a certain roasting point body and acidity are roasted out.
-Taste the roast more than the flavors of the growing region.
Example: French Roast
Where is the FlavorLock(tm) Valve located on a bag of coffee?
Under (in) the Starbucks logo
Do all our coffees require the same roasting times?
Green beans
Start of the roasting process
Yellow beans
Color of the beans after 5-6 minutes of roasting
Light brown beans
Beans pop about 8 minutes after the roast
Dark brown beans
Finished roast after 2nd pop
True or false?

In general, lighter roasted coffees have a higher acidity and a lighter body, while darker roasted coffees have more body and less acidity. After a certain point on the roasting curve, body and acidity are roasted out and you taste the "roast" more than the flavors of the growing region.
Why was the FlavorLock(tm) valve such an important innovation for Starbucks?
It increased the shelf life of packaged coffee beans.
Starbucks Roast
A philosophy to create a cup of coffee at its peak of aroma, acidity, body, and flavor, not just a time, temperature or color
Roasting curve
Unique roast profile for each of our high quality coffees
FlavorLock(tm) valve
Invention that increased the shelf life of the packaged beans
What are the taste characteristics for coffee?
A customer asks you:

"I love bold coffees but I would like to try a coffee that is mild. What would you recommend?"

Depending on Connect - Discover - Respond, what coffees from our line-up can you recommend?
-Breakfast Blend
A customer asks:

"A friend told me that Starbucks uses ethical sourcing for buying coffee. What does that mean?"
Ethical sourcing means that coffee farmers and millers have undergone thorough third-party inspections to help ensure that the coffee we buy is produced in a way that protects and helps the farmers, their workers, and the environment.
A customer asks:

"Are the coffee farmers Starbucks purchases from paid properly for their products?"

What would your answer focus on?
Ethical sourcing. Our Ethical Sourcing Goal is to have 100% or our coffee responsibly grown and ethically traded by 2015.
A customer asks:

"Are there any secrets to making great coffee at home?"

Your answer should reflect the four fundamentals of brewing great coffee. What are they?
What does it mean when a coffee has the Starbucks(tm) Shared Planet(tm) logo?
Our coffee supplier followed Starbucks(tm) Shared Planet(tm) ethical sourcing principles.
A customer asks:

"Where does your coffee come from?"
We buy coffees from Latin America, Africa/Arabia and Asia/Pacific. Latin America is our main supplier of coffee.
A customer asks:

"What is the difference between coffee from Latin America and coffee from Indonesia?"
Latin American coffees have a light to medium body, bright acidity and flavors of cocoa and nuts while Indonesian coffees have full body, low acidity and flavors of earthy, herbal and spice.
A customer asks:

"When I started buying whole bean coffee beans, I had to use the coffee within a week. Now the expiration date is more like 6 months. How did that happen?"
Starbucks introduced the FlavorLock(tm) valve, a plastic valve that you can feel under the Starbucks logo on the bag. The valve allows gasses to escape while keeping oxygen out. This extended the expiration date.

Keep in mind to let your customer know they should store the opened bag in a sealed container, and use the beans within a week after opening the bag.