10,000 Leaders Shape the Future of Specialty Coffee May 4 - 7, 2007 in Long Beach, Calif.

Professionals from 40 Countries Gather for Worlds Largest Coffee Event: The Specialty Coffee Association of Americas 19th Annual Conference & Exhibition

LONG BEACH, Calif.--(BUSINESS WIRE)--The Specialty Coffee Association of America (SCAA), the world's largest coffee trade association with over 2,700 member companies, will unite more than 10,000 professionals from 40 countries to shape the future of coffee during its 19th Annual Conference & Exhibition. The event will take place May 4 - 7, 2007 at the Long Beach Convention & Entertainment Center, Long Beach, Calif. As the largest annual coffee assembly, international attendees will include coffee producers, exporters and importers, roasters, retailers, manufacturers and baristas. The conference theme is Celebrating Our LegacyShaping Our Future. The National Federation of Coffee Growers of Colombia is the official host sponsor.

As the industrys premier coffee event, the SCAA conference features over 200 hours of education on topics such as growing and processing, roasting, brewing and serving, quality and standards, sustainability, industry trends, coffee cupping, business best practices, espresso basics and more. Attendees will discover more than 700 exhibit booths featuring everything relating to coffee -- green and roasted specialty coffees, commercial and home brewing equipment, espresso machines and grinders, coffee roasting equipment, coffee drinks and mixes, and flavorings and syrups, just to name a few of the highlights. The exhibition is open beginning Saturday, May 5, 12 - 5 p.m.; Sunday from 12 5 p.m.; and Monday from 12 - 3:30 p.m.

SCAA Conference Committee Chair Mary Petitt said, Our industry has completely changed the way consumers perceive coffee worldwide. Before, coffee was a commodity. Today, coffee is a specialty product, marketed in creative ways that confer value never before imagined in our industry. This years SCAA conference will help set the stage for the industrys next evolution, shaping the future of tomorrows coffee marketplace.

New to the Conference

Conference delegates will experience the new Pathways to Success, an educational track that includes: culinary, newer retailer, established retailer, international and roaster/wholesaler. Attendees will create their own Pathways by attending the specific sessions and topics that address their goals. Some of the topics within each Pathway include:


  • Why Great Restaurants Need Great Coffee
  • Improving Your Coffee by Choosing the Right Roaster

Newer Retail

  • Understanding and Marketing Decaffeinated Coffee
  • What the Heck Do I Charge?

Established Retailer

  • Finding and Keeping Your Customer
  • How to Compete with the National Chains


  • Marketing Certified Coffee Around the Globe
  • Undiscovered Coffees from The Dominican Republic, Guatemala and Ecuador

Roaster/ Wholesaler

  • Packaging Solutions for the Micro-Roaster
  • How and Why to Get Your Roastery Certified Organic

United States Barista Championship

SCAAs 2007 United States Barista Championship, hosted by Krups, will also take place at the conference and exhibition. Baristas from around the country will compete for the title and demonstrate the art of being a barista, creating some of the worlds finest coffee concoctions.

SCAA Recognition Awards

SCAA will also recognize outstanding achievements in the specialty coffee industry and unique contributions to the association. The awards are a tribute to the collective value of entrepreneurs within the specialty coffee trade who create value from seed to cup for everyone in the supply chain.


Online registration is available now at www.scaa.org or call 562-624-4100 for a conference brochure. The conference is open to all SCAA members, professionals in the coffee industry, and coffee connoisseurs who hold consumer membership status in the association.

About the SCAA

Founded in 1982, SCAA is the world's largest coffee trade association with over 2,700 member companies. SCAA members are located in over 40 countries and represent every segment of the specialty coffee industry, from coffee growers to coffee roasters and retailers. The SCAA's mission is to be the recognized authority on specialty coffee, providing a common forum for the development and promotion of coffee excellence and sustainability. The SCAA's dedication to excellence in coffee is realized through the setting of quality standards for the industry; conducting research on coffee, equipment and perfection of craft; and providing education, training, resources and business services for members. The SCAA's annual conference is held in a different U.S. city each year and is the coffee industry's largest gathering and exhibition.

NOTE TO EDITOR: Complimentary press registration for the conference is available to qualified media. E-mail akiel@akprgroup.com.


Specialty Coffee Association of America
Mike Ferguson, 562-624-4100

For Specialty Coffee Association of America
Aaron Kiel, 562-983-8113

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