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Elefin coffee Thai premium coffee challenger ROAD REPORT World Barista Championship 2007 in Tokyo
ë —¡¿“…≥å ‘√‘∑—¬ √—ß®—π∑÷° ®“° Blue Cup Coffee ·™¡ªá∫“√‘µâ“‰∑¬ 2007 ë Rabisca Coffee √â“π‡≈Á°„πÀâ“ß„À≠à ∑”Õ¬à“߉√®÷ß®–¡—¥„®≈Ÿ°§â“
bimonthly magaz ine • vol . 1 • november-december, 2007
I always say good thing that are still with me until this day is friendship I get from friends around the world even when I was work in and out of the country. As well as good networking, I also get their idea and per-spective which I can’t get from just reading books.
Today, our magazine has stepped up one more step by size expanding, more content and now is in Thai-English language which will be distributed to Asian countries under the new name Coffee T&I (CTI).
And because of there are many knowledge and news from coffee, tea and ice cream business in the world that didn’t release to this part of the world specially in Thailand, so we want to be the media that exchange the information and knowledge for you and your business.
With friendship that we have from the past to the present and generosity from new business associates, we quite sure that CTI can be your use full source for your F&B business.
Recently, I have talked to some of my old friends from Cambodia. I felt really happy for their business success. Chy Sila Group, who are doing well with their fastfood business included coffee house and they are now moving for new business adventure. Lucky Supermarket Group has started their business from supermarket to American burger restaurant and coffee house, today they are the first who introducing Gelato Italian Ice Cream to the Cambodian. They all young and talented businessmen whom seek the opportunity from the new market.
On the other side, some friends in Taiwan have recently complained about a decline of their businesses, especially coffee business. However, I saw many food and beverage businesses over there were still doing well. Many magazine continued to introduce new opening restaurants and coffee houses. Make me some time wondering where they find the location? even it’s true that some is replacement.
From my point of view, I think coffee and sweets are low price pleasure which urban residents can afford. Your job is to provide good food and drinks, comfortable room and chair make them enjoy their conversation among them. if you don’t do, somebody will. I think this same principle apply in every country.
Sam Tanadej Kamonchan
ED
ITO
R•T
ALK
4 • • 5
contributor Ct&I•society
Meechai Torpong Kobkul
Sutinee Chavamon Umaporn
National Body of WBC 2008Meechai Amornpathanakul, President of Barista Association of Thailand (BAT) meet Doug Zell Chairman of World Barista Championship (WBC) confirmed to appointe BAT as the authorized organizer for Thai Barista Championship 2008 and the right to send the champion to participate in WBC 2008 in Copenhagen, Denmark.
TurboChef on the Tonight show with Jay Leno Jay Leno poked fun at TurboChef’s 30. Double Wall Speedcook Oven’s ability to cook a rack of lamb in four minutes. The transcribed video is below or you can view the video online at youtube.com/watch?v=rAcm4TWaZ9I. “A Company called TurboChef Technologies just came out with a $6,000 oven that they say can cook a rack of lamb in 4 minutes. I don’t know, is that a big priority for people to cook a rack of lamb in four minutes? A lot of guys come home from work: ‘Honey, I’ve been here for four and a half minutes, where the hell is my lamb?’ ”
Basic Barista Skill Training by BATThe purpose of First Basic Barista Skill Training organized by Barista Association of Thailand (BAT) was to educate the coffee lovers through member baristas about Espresso and provide basic information to the public. (Hopefully, coffee drinkers would more appreciate their coffee and baristas) another activities is “Top Blend Award” which invited the spectators to taste and vote for their favorite coffee. Everyone was pleased and can’t wait for the next training. Get more information at www.thaibarista.org
Torpong Tantraporn [email protected] has been in the coffee business since he was in the younger age. He started as a barista for Starbucks then became coffee specialist for K2. experience in participated international barista competitions before started his own coffee house “60 Latte.” Currently with another role as the MD of Indy Espresso Supply whom consults and supplies coffee equipments and accessories. He is also one of the Barista Association of Thailand founders. Also known as “Espressoman” in the cyber space.
Kobkul Promayon [email protected] pretty banker who altered herself to started her own coffee house as she always dream of since she was study and sleepless in Seattle, the coffee house capital. Realize for how good she is after open 6 suc-cesful coffee houses by become a consultant for many coffee houses project. Today she still make time to enjoy a cup of good coffee and an active director for Barista Association of Thailand.
Sutinee Amornpatakul [email protected] programmer who never program herself to fall in love with coffee. After many years of practicing included training from the lady coffee guru in India. she now can share her knowledge for all coffee fan. Besides the hard working sales career she also make time as the reporter for CTI.
Chavamon Boriboontanawat [email protected] multifunctional girl, webmaster and graphic designer, not only designs beautiful websites for CTI but, our congenial photographer, also shares our coffee encounter through her photographs for CTI readers.
Umaporn Hutthawong [email protected] a cooking student to a coffee teacher and K2 customer support team - a shy teacher who make many students dream of, her role is to develop and cre-ate new drink recipes for her customers but never forget to share her creation to CTI reader.
Meechai Amornpathanakul [email protected] engineer who is passionate in coffee knowledge. By spent most of his time traveling from Chiang Rai, India, Germany, Italy, to the USA. Study from farm-ing, processing, roasting, cupping and brewing to bring back coffee knowledge to develop Thai coffee industry and teaching in K2 as he is the principle and operation director. And another role as the President of Barista Association of Thailand.
Because Miss Numfon Cheunpakwan loves and en-joys drinking coffee, for these reason it has pushed her to open a coffee house “Rabisca Coffee.” She now has 2 branches serving customers for more than 4 years and it aims for expansion and continue serving quality coffee.
Motivation to Open Coffee HouseI love coffee but most of the coffee house here in Thailand are franchised and they are expensive, majority of Thai people can’t afford it. So I want Thai people to drink good quality coffee with cheaper price. Plus, I know some people who related to this department store (Future Park Rangsit); otherwise, I would be difficult to open a shop here because we are not well-known.
Branches and Shop’s DesignWe now own 2 branches; one at Future Park Rang-sit and another one at CAT Tower, Bang-Rak. We designed our shop in both traditional and modern Thai coffee house. However, the shop design is also depend on department store or building re-quirements.
Customers and DrinksOur customers are various, they are drivers to office workers, we also have foreigner customers. The popular drinks are Ice Cappuccino and Ice Espresso. We did not have these two drinks at first but customers often come in and order so we decided to put it in the menu.
Difficulty and ProblemsHigh employee turn over is our major problem. We have to carefully hire our employees because we have to train them but what happen was they left after a few years. Another concern is that there are now many coffee houses opened in the mall. I think there is about 20-30 shops right now at
Future Park Rangsit. It didn’t have this many when we first opened our shop here.
Secret of SuccessWe focus on the quality of the drinks, customer service, and customer satisfaction. We freshly brew our coffee cup by cup. We also have ice maker ma-chine here because it is much cleaner than buying ice. We always ask our customers about the taste of their drink, what their personal preferences, no matter they want it very sweet or less sweet. They can order anything they want. We train our barista to memorize our regular customers and remember what their favorites. We sell our drink at reason-able price; therefore, we can continue serving our existing customers and at the same time attracting new customers.
Business Perspective and Expansion PlanThai coffee house business is still growing, I will continue to expand Rabisca Coffee in different lo-cation. We plan to open our next store at Central World Changwattana.
Franchise ExpansionWe never thought of selling franchise because it is difficult to control quality of our coffee. If you are coffee drinkers, you will be able to tell that taste of coffee in franchise coffee house are different. We don’t want our coffee to taste like that. I want customers to go to any Rabisca Coffee and get same quality coffee.
Suggestion to New InvestorNot only know how to brew a perfect cup of coffee, anyone who is interested should have basic coffee knowledge. They should know different type of coffee beans, roasting process, and storing. In ad-dition, they should also understand their customer needs. Luckily, I consulted by the expert from the beginning which is very helpful.
Rabisca Coffee Small coffee house in the big mall. How she magnetize customer? √â“π°“·ø‡≈Á°„πÀâ“ß„À≠à ∑”Õ¬à“߉√®÷ß®–¡—¥„®≈Ÿ°§â“ by Sutinee Amornpatanakul
passion for coffee of Sirithai Rangjunthuenk (Pum)
from S&P Blue Cup has paid off by winning Thailand
Barista Championship 2007 and the opportunity to
compete in World Barista Championship (WBC) in
Japan. Today, Coffee t&i has a chance to talk about
her Barista experience and competition.
barista career starting pointFirst of all, I would like to thanks S&P for giving me opportunity to become one of their Barista. When I first started here, I didn’t even know what is Barista, what we supposed to do. I have grown into Barista because I got excellent training. I have fun with my work and I want to create new drinks. I can develop my organizational skills. I’m happy to talk to customers and see them smile.
barista experienceI have been working for S&P as their Barista for 4 years. I have developed many skills working here but there is still a lot more that need to be learned.
preparation for TBC 2007 and WBC 2007Preparation for TBC was about 2 months prior to the competition, the competition was in April 2007. After I have won TBC’s title, it took me a little bit over a month to prepare for WBC in Japan which held in July. I trained about 5-6 hours daily.
favorite coffeeBlue Cup coffee is my favorite because it has perfect combination of body and acidity with chocolate flavor. I like Latte as well. Latte has smooth and its sweetness. Plus, I like to do Latte Art.
experience in barista competitionThe first competition was TBC 2006 at Amarin Plaza, I was really nervous and didn’t know what to do. After that I went back and practiced for TBC 2007 and I won on my second TBC competition. Winning TBC 2007 got me a chance as the Barista winner from Thailand to compete in WBC 2007 in Japan. I have participated in 3 competitions so far.
impression on TBC 2007 and WBC 2007It was fun but excited. They got a lot of spectators and it made me nervous, stressed, anxious, pressure, and many more. I was nervous that I won’t be able to finish it on time but I still managed to have fun. Competition in Japan had doubled my excitement because they got spectator from around the world. Even though, I’m not fluent in English but I represents Thailand, I have to do my best. I felt relief after I had completed the competition but I still wanted to participate in another competition if I have a chance.
signature drink for TBC and WBC 2007“Golden Sunshine” was my signature drink for TBC 2007. The competition was held during mango season so I used mango as one of the ingredients in the Espresso. I served it hot. For WBC 2007, I wanted to make something that reflected Thailand so I used coconut and coconut milk as ingredients. These two ingredients are quite famous fruit and found in the southern region of Thailand. My drink was refreshing.
future PlanI would love to continue learning about coffee. I might open my own coffee house, I will work as a Barista myself, train new Barista, and give advice to anyone who interested.
recommendation to New BaristaPractice, a lot of practice, love and have fun at what you do. Working as a Barista is not hard, you just have to work hard and understand your custom-ers. That will make you a successful Barista.
(you can see Sirithai performance VDO clip at http://zacharyzachary.wordpress.com/2007/07/31/competitor-18-thailand/ )
16 • • 17
emc•gallery
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WBC 2007 & SCAJ 2007Tokyo, japan July 31 - August 2, 2007
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WBC 2007 & SCAJ 2007 is coffee and coffee
equipments trade show. It was the first time that
World Barista Championship and Specialty Coffee
Association of Japan co-organized this event with
many coffee company participation.
28 • • 29
SCAA (Specialty Coffee Association of America)
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SCAA (Specialty Coffee Association of America) is
a biggest annual specialty coffee trade fair. This
year event held at Long Beach Convention Center
in California, USA. The exhibition presented Green
Beans from many international coffee plant grow-
ers to Espresso machines, Ingredients and other
coffee related products. They got visitor from all
over the world. The seminars session and work
shop including coffee Roasting, Cupping, Brewing,
and Coffee Business Marketing and Management
Conference.
trade•show•tour
SCAA 2007 Long Beach, Ca, usa
march 4-7, 2007
30 • • 31
road•report
World Barista Championship (WBC) is organized
annually rotating between Europe and America.
However, this year competition was held in Tokyo,
Japan. It was my great opportunity to participate
and observe this world class event as one of the
representative from Barista Association of Thailand.
As the Asian countries representative and the host
country, we were expecting that Japan would
perfectly hold the event just like Europeans and
Americans did in the past. Therefore, I couldn’t
miss this competition.
From my observation, I think there were many
interesting things at the event so let me share them
with you.
Japan geared upThere were 5 of us going for this event. Meechai,
President of Barista Association of Thailand, Miss
Sirithai (Poom), the Thai Barista Champion from
S&P/ Blue Cup coffee to compete at this event, Miss
Porntippa, Coordinator, Miss Bua-Roy, Trainer, and
I. We arrived in Japan late morning 2 days prior to
the competition. We were really exhausted from
the traveling but after we checked in the hotel, we
decided to go see the Tokyo Big Sight, the event
location because we wanted to find out how long
it would take to get there. When we arrived at the
site, they were still working on building the stage.
The stage’s size and the lighting made us feel like
we were performing a concert. There were 3 L
shape counters on the stage. All three counters
got bright orange La Mazocco FB80 with 3 group
heads Espresso machines along with Compak K10
grinders waiting for barista from around the world
to compete in a few hours. I couldn’t stop my hand
from touching FB10 and checked it out because the
beauty of it. The counter bars were strongly and
perfectly built to meet the WBC standard measure-
ment, even though they would only be used just
once. The counter bar’s height seemed to be little
problem for Miss Siritai, I thought, but she told me
there was no problem. Inside the counter bar, there
was 2 electrical outlets (could ask for more), 1 small
refrigerator, 1 large garbage bin, and 1 small garbage
bin hiding underneath. I wanted to see the back
stage where it was used for practice but I could not
get permission. Later, I found out that there were
4 Espresso machines for practice, 2 refrigerators
for baristas who brought their own milk and other
ingredients. There was also milk from sponsors
sitting in other refrigerator. There was ice making
machine, a sink in 2 locations, the special area for
barista to place their equipment before entering
the stage, and barista dressing room. The size of
backstage was larger than up front.
It took about 45 minutes by train plus 600
meter walk from our hotel to Tokyo Big Sight. It was
1,000 yen (300 baht) per person. We were really
exhausted after visited the sight so we ended up
having dinner at one of the Udon place near by.
All Barista in the Planet Earth Day two, we were hurry to get to Tokyo Big Sight
for orientation given by, Michelle Campbell, WBC
Coordinator. The practice timetable and other
arrangement had been prepared for us when we
registered. Competition participants were asked
to get up on the stage to introduce themselves and
notify their stage set up one by one. They were
asked what side they would like to put their grind-
ers, any other additional equipment, or even the
size of the WBC souvenir T-shirt.
This year there was 48 countries requested
their participation but there was only 45 countries
show up for orientation. From my observation, this
year competition became more world wide, there
was barista from many countries around the world
participate at the event especially, African countries.
There were also barista from coffee plant grower
like Kenya, Nicaragua, Brazil, Columbia, and Thai.
This is WBC’s success that can attract more barista
association around the world to be more energetic
and want to participate in the competition.
These made us realize that we are now compet-
ing in the world class event which has no boundary.
And it is time to step up and learn new things in
order to develop our Thai Barista.
Signature DrinkThere were no comparison of how each barista brew
Espresso and Cappuccino. They were all done very
well. It was pretty difficult to see their error only a
few from first timer Overall I think they all did well.
There were 2 signature drinks that caught my eye
(as the spectator), one from Spain by Chiara Nicolini
and another one from New Zealand by Carl Sara.
However, James Hoffman, won the best signature
drink and won this year competition, his drink was
not on my poll (but the song he used was surely
the winner). I only judged this as the spectator.
Basic judging was on the taste of the drink which
I didn’t have a chance to do so. Therefore, I can
only narrate you my visual interest.
Let start with Spain’s signature drink, I
couldn’t remember the name of her drink but she
played with the concept “Coffee with candy.” She
brought quiet a bit of extra equipments such as 2
cotton candy maker machine, 2 large bowls, and
2 strange looking pitchers. She was one of the
World Barista Championship 2007 Tokyo by espresso man
¡“¥π‘Ë߇§√àߢ√÷¡¢Õß Troels Overdal Paulsen, World Barista Championship 2005 ºŸâ¡“°§«“¡“¡“√∂ ™“«‡¥π¡“√å° ‡¢“¬—߇ªìπ presenter ¢ÕߺŸâº≈‘µ‡§√◊ËÕß∑”°“·ø‡Õ‡æ√‚´àπ«µ°√√¡„À¡à Dalla Corte
Serious look of Troels Overdal Poulsen, World Barista Championship 2005 from Copenhagen, Denmark. He is also a Barista presenter for Dalla Corte, new technology Espresso Machine.
Japanese Mascot sang “We Love Coffee,” a song wrote for this special event, with the dancers who were in Asian traditional costumes that matched the theme “Asia Night Gala Dinner.”
contestants who got a lot of spectator’s attention.
Because of the tricky process and technique, she
couldn’t make coconut milk ball and lost track of
her time. Even though she could save the situation
but she went over for about a minute. So she didn’t
make it to the final.
The other interesting signature drink was by
Carl Sara from New Zealand. Carl Sara came to
Thailand in 2005 as the barista champion from
New Zealand. He came as one of the WBC judges,
training and conference for Thailand National
Barista Championship 2005 (TNBC 2005) by Bon
Café. I got certificate from this training as well. I
named Carl’s signature drink “Octopus” after the
special accessories he use for serve his signature
drink. He always contributed his experience into
barista competition. He seemed to understand what
people want in term of taste and scent, that’s why
he brought his special glass that connected to the
spice container. The drink itself contained one
Espresso shot mixed with some spices and car-
bonated it with carbon dioxide before it had been
served in the special glass. This signature drink
looked simple but eccentric at the same time. But
trust me before Carl pressurized the oxygen into
the spice container, judges must had been very
excited at this experience Carl about to give them.
I even smelled and could taste the flavor of it even
though I was quite far away. Carl’s signature drink
didn’t win the prize but he was the second runner
up for this competition.
Thailand Sirithai’s signature drink is Samui
Holiday. A taste of this tropical drinks is mixing
espresso and coconut milk from Samui island, a
famous beach resort and also the best coconut in
Thailand. I didn’t have a chance to taste it yet but
I surely try after see her again in Bangkok.
At this competition making the signature
drinks, there was only few barista that used flavored
syrups, most of them real spices or even made their
own spices in front of judges. I wanted to see Thai
barista use some kind of spices in drinks because
Thailand is known to have many kinds. How about
“The Shot of Tom Yum Essence.”
World Class Barista in ActionOne thing that I wanted to see at the competition
is the barista’s movement when they were in action.
As a barista myself ; it was fun to watch difference
technique from barista champion around the world
so do some barista who understand the rule.
Barista’s performance that impressed the most was by Costas Pliatsikas
from Sweden. He made 2 Espresso shots at the same time by using only
one hand holding 2 portafilters. His tamping technique was the best of the
tournament and his working steps was excellent. His technique did not win
any award but it surely won the heart of the audience.
Barista from Thailand, Miss Pum performed and show her technique
well just like everybody else. Her Espresso shot was perfectly brewed out
of the Espresso machine. Serving cappuccino was not a problem as well.
Miss Pum chose to make the shape of heart for her Latte Arts which got the
big applause from the audience.
There was also barista from the host country, Miyuki whom packing
technique represented Japanese women characteristic, it was tidily packed.
Besides, the technique that each barista presented to the judges were popular
technique, for example, Lin Dong Yuan, barista winner from Taiwan presented
his new Latte Arts by pouring and explaining his idea in front of the judges.
His technique was accepted throughout the West.
road•report
2007 WBC Ranking Order1st James Hoffman from UK
2nd Heather Perry from USA
3rd Carl Sara from New Zealand
4th Miyuki Miyamae from Japan
5th Anna Kaeppeli from Switzerland
6th Silvia Magalhaes from Brazil
Special AwardsBest Espresso Heather Perry from USA
Best Cappuccino Miyuki Miyamae from Japan
Best Signature Drink James Hoffman from UK
Congeniality Barista Ingibjorg Jona Sigurdardottir
(Imma) from Iceland
ConclusionIt was difficult to predict the result for this competition because many of the
barista who I thought was good did not pass the first round. The eliminated
semi final round so they could complete the event it within 3 days.
I must admit that barista who participate at this year competition
had developed their skills and technique well. They all have good basic
skill which did not differ much from the others. What make them win the
competition are preparation, determination, and motivation. These could
be seen when they are on stage completing. Some barista had been par-
ticipating in many competitions within their countries and collecting their
experience. Why do they think barista competition is important? I don’t
want to leave this question to the Thai government, but my beloved barista
brother and sister, and you.
πâÕߪÿÑ¡ ‘√‘∑—¬ √—ß®—π∑÷° ·™¡ªá∫“√‘µâ“‰∑¬°—∫¡ÿ¬ŒÕ≈‘‡¥¬å Signature Drink ÷Ëß√â“ß√√§å‚¥¬ S&P Blue Cup Coffee
Miss Pum (Sirithai Rungjanthuk), Thai Barista champion and her signature drink “Samui Holiday” created by S&P Blue Cup Coffee
∫“√‘µâ“π“π“™“µ‘√à«¡„®°—π∑”°“·ø‡æ◊ËÕ°“√°ÿ»≈‚¥¬¡’ºŸâ®‘µ»√—∑∏“Õÿ¥Àπÿπ‰¡à¢“¥“¬ Barista from around the world were brewing espresso coffee for charity benefit.
∑’¡∫“√‘µâ“‰∑¬ (®“°´â“¬ §ÿ≥¡’™—¬-𓬰¡“§¡∫√‘µâ“‰∑¬, §ÿ≥∑‘æ·≈–§ÿ≥∫—«≈Õ¬ ®“° S&P, πâÕߪÿÑ¡ ‘√‘∑—¬ ·™¡ªá∫“√‘µâ“‰∑¬ ®“° Blue Cup Coffee ·≈–§ÿ≥µàÕæß»å °√√¡°“√¡“§¡∫“√‘µâ“‰∑¬)
Thailand Barista team (from left Meechai Amorpatha-nakul, president of Barista Association of Thailand, Porntipa and Buaroy from S&P, Sirithai, Thai Barista champion from Blue Cup Coffee, and Torpong Tan-traporn, Barista Association of Thailand committee.)
ª√¡“®“√¬å∫“√‘µâ“∑’Ë¡’™◊ËÕ‡’¬ß®“°Õ‘µ“≈’ Luigi Lupi (∑’Ë 3 ®“°´â“¬) World famous Italian Barista Master, Luigi Lupi (3rd from left)
Victor Mah (´â“¬) 𓬰¡“§¡ Singapore Coffee Association ·≈– Ross Bright (¢«“) Master Coffee Roaster & Wholesale Manager ®“°∫√‘…—∑ Spinelli Coffee ¢π“∫¢â“ß“««¬, Yuki Itabashi ®“° UCC √à«¡‰ª„Àâ°”≈—ß„®·°à Eleen Cai Yi Jie ·™¡ªá∫“√‘µâ“ ‘ߧ傪√å
Victor Mah (Left, Singapore Coffee Associationûs Chairman), Ross Bright (Right, Master Coffee Roaster & Wholesale Manager from Spinelli Coffee Company), and Yuki Itabashi from UCC were there to support Eleen Cai Yi Jie, Singapore Barista Champion 2007
Latte Arts ·π«„À¡à¢Õ߇¢“„À⇪ìπ∑’ˬա√—∫„πÀ¡Ÿà∫“√‘µâ“
™“«µ–«—πµ°µàÕ‰ª ‚¥¬¬°Õÿª°√≥剪‡∑„Àâ°√√¡°“√¥Ÿ
µàÕÀπâ“·≈–Õ∏‘∫“¬∂÷ß·π«§«“¡§‘¥¢Õ߇¢“‰ª¥â«¬
1 Miyuki Miyamae ·™¡ªá∫“√‘µâ““«æ√“«‡πàÀå„Ê·π«≠’˪ÿÉπ¢≥–·π–π”µ—« °àÕπ°“√·¢àߢ—π√Õ∫ÿ¥∑⓬ Sweet and beautiful Japanese Barista champion, Miyuki Miyamae, introduced herself on final round.
2 ¡“¥ª√“≥’µ∫√√®ß∑ÿ°¢—ÈπµÕπÕ¬à“߇ªìπ∏√√¡™“µ‘¢ÕßÀ≈‘π µß À¬«π ·™¡ªá ∫“√‘µâ“ 2 ¡—¬®“°‰µâÀ«—π´÷Ëß¡’§«“¡“¡“√∂∑” Latte Art ‰¥â¡“°°«à“ 50 ≈“¬ Two times Barista Champion from Taiwan, Ling Dong Yuan in his smooth performance who also can make more than 50 designs of Latte Art
3 Heather Perry ·™¡ªá∫“√‘µâ“®“°Õ‡¡√‘°“ ∑’ˬ°°—π¡“∑—Èߧ√Õ∫§√—«‡æ◊ËÕ¡“‡ªìπ °”≈—ß„®°—∫≈Ÿ°“«§π‡°àß ÷Ëߧ«â“µ”·Àπàß√Õß™π–‡≈‘»Õ—π¥—∫ 1 ·≈–√“ß«—≈ Espresso ¬Õ¥‡¬’ˬ¡‰ª§√Õß Whole family came along to support their talented daughter, Heather Perry, Barista champion from the USA., who won the first runner up and Best Espresso this year.
4 ¡’™—¬ Õ¡√æ—≤π°ÿ≈ °—∫ Carl Sara ·™¡ªá∫“√‘µâ“ New Zealand 3 ¡—¬∑’Ë™“«‰∑¬ √Ÿâ®—°°—π¥’ Meechai Amorpathanakul and Carl Sara, famous 3 times Barista champion from New Zealand.
5 ¡’™—¬°—∫ James Hoffman ·™¡ªá‚≈° WBC §π„À¡à™“«Õ—ß°ƒ… Meechai and James Hoffman, the newest WBC champion 2007 from England
“¡“√∂™¡§≈‘ª¢Õß∫“√‘µâ“®“°∑ÿ°™“µ‘‰¥â∑’Ë View Barista clip video at http://zacharyzachary.wordpress.com/2007/07/31/competitor-18-thailand
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38 • • 39
Last week, I went to a dull coffee kiosk located on ground floor, outdoor area of an in town office Building. Four years ago, this is where I used to wake myself up with a cup of coffee every morning before I went to work up on 13th Floor. To start the day, I normally visited my Barista for my cup and greeted few old faces who came for their morning cup like me as well. As I’ve never been back there for 4 years, I don’t expect to see any familiar faces. Surprisingly, my Barista was standing behind the kiosk with another 2 barista girls. His name is Tong. He looks the same as before, an over 40 something awkward man whose appearance has no charm at all. However, his greeting character and service attitude are on the contrary. He actively greeted “where have your been, Miss Thailand?” That was the fun name he used to called me and only both of us know. I replied “hi, how are you, may I have my coffee” I just said that to challenge the old man whether he still remember my drink. He then turned to his staff, a teenage good looking girl and ordered “one Hot House Special Blend, please” He then turned to hand me “here is your brown sugar” I stood still, smiled and deeply impressed that he can remember his “Miss Thailand”, her favorite drink, and even her coffee condiment after 4 years.
We had small conversation afterward. The impression on him went on when he said “Your ex-boss is probably not in the office today, I have not seen her since morning”. In fact, I already called my ex-boss before I came and knew that she had a meeting outside all day. But this guy he knew it by instinct, which remind me of another story which happened many years ago when he had a sick leave for 2 weeks and his company sent a new freshy boy to look after his kiosk. Every morning this boy repeated the same sentence as customers asked for Tong “he is in hospital for a surgery, now getting better, and will be back soon”. Two weeks after, Tong came back. I met him next morning. After he told me about his surgery, he asked me “didn’t your boss come to the office lately?” I questioned him “how do you know?” He said “your boss is the only person who drinks Iced Mocha Java and I’ve not seen any selling records on this drink during the past 2 weeks. So I wonder if she goes to the other coffee shop across the street while I was away” I stopped 5 seconds and told him. “No, she didn’t change her mind, but she was also away for a business trip to Singapore for 2 weeks and probably will be back for her Iced Mocha Java tomorrow”. He smiled and talked to himself while I was leaving the kiosk “Our company brews the best coffee, I would feel sorry if she goes to the other”. These stories confirmed me that he is not just a coffee brewing guy who passively wait for
customer to come, but concerns about the absence of his regular customers even while he was not on duty.
Tong continued updating me those familiar faces whom I usually met while I was working in this building. A friend of mine has been married for few years, no children. My other friend who always smoking while having her coffee has resigned recently to open her own restaurant. My colleague who used to sit next to me in the office is on diet and has been skipping coffee for few months now (he always knows the reason of his customerûs absence). Another colleague of mine is dating with a Super Star and brought her to his kiosk. But he smiled and told me that “you’re more beautiful, my Miss Thailand”.
As a few customers were on a queue, I went to an unoccupied table. I rested and thought of my old days while having coffee and chatting with my colleagues. This kiosk is where my dream of having a coffee shop sparked. In fact, Iûm passionate in coffee for decades and was dreaming to have a cozy shop in the neighborhood for many years. I finally had a chance to make it happens and it was the reason I put in my resignation letter 4 years ago. Without hesitation, I used to ask Tong to join my coffee shop since the beginning. I still remembered he told me nicely that he wonût go any-where but here. “I worked for this company for long, and my mind is here with my customers. I wonût go even you hire me more.”
Tong is still my Barista Role Model for Barista even though I have 6 cof-fee shops with more than 30 staffs on my own now. I’m definitely sure that I can’t teach one of them to have similar service mind with good knowledge in customer behavior and able to build regular customers like Tong. He used to be by himself in the kiosk, now he has 2 more staffs, and shop has been extended from 2 coffee tables to 10 coffee tables all around the outdoor area. I believe the growth of this kiosk is coming from his contribution, his instinct, and his “Born to Be Barista”.
Relax in a Quiet DaySipping a cup of coffee after morning walk with man best freind, talking to old friends in a beautiful day are the kind of living that we all imagine at a small village resort, Weggis, Switzerland
Coffee House in Small Town (Moderna, Italy)Coffee has become a part of every Italian’s life in small town or big city. How does a good conversation start? Starting a morning with a cup of cappuccino will make they feel energetic and be ready to begin their day.
Coffee WorldThe inspiration comes from the name “Coffee World” of
brand and the slogan “Where the world meets” that is Coffee
and World. Due to this reason we have the concept that
coffee is belong to everyone because it’s the international
beverage; three coffee beans that will change to world at
last, it tries to say that Coffee World will be known by
people around the world at the end by the good quality
of food and beverage.
The colors used for this brand is yellow that mean the
loveliness and relaxing and blue mean the luxury simple,
so these two color mean “The luxury living room” that
customers will enjoy and relax although they are in the
luxury room.
By the way, this logo born with the name brand for
10 years and we never change to another logo.
Elefin CoffeeElefin is a German word means elephant. We selected
this name because it pronounces similar to “elephant” in
English. Elefin’s goal is to create a new Thai coffee brand.
Our logo consists of elephant and lotus in red color and
these three symbols represent different meanings. In
Thailand, elephant is an auspicious animal, it represents
Thailand. Lotus means respect and it is often used in
Buddhist ceremonies. It also represents the goodness of
Buddhism and Thailand. Red is an ancient classic color of
Thailand. By adding these three symbols together with a
unique design makes our logo easy to recognize. Elefin’s
logo was designed in both Thai and English for our Thai
Coffee House in a City (Milan, Italy)Same coffee in same cafe can have different prices. Drinking coffee at espresso bar is the cheapest and the price getting up when you have a seat but the highest price of a cup of coffee is when you sit out door. Nice view and better service are there for anyone who pay more in exchange with a moment of happiness in their busy life.
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Elefin beans are hand-selected and roasted daily using 100% Arabica from Northern Thailand. As one of Thailand's premeire boutique-roasters, we specialize in producing
coffee with the perfect balance of flavor, body and aroma. We hope you enjoy our coffee as much as we enjoyed bringing it to you.
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Elefin coffee Thai premium coffee challenger ROAD REPORT World Barista Championship 2007 in Tokyo
ë —¡¿“…≥å ‘√‘∑—¬ √—ß®—π∑÷° ®“° Blue Cup Coffee ·™¡ªá∫“√‘µâ“‰∑¬ 2007 ë Rabisca Coffee √â“π‡≈Á°„πÀâ“ß„À≠à ∑”Õ¬à“߉√®÷ß®–¡—¥„®≈Ÿ°§â“
bimonthly magaz ine • vol . 1 • november-december, 2007