Coffee Production:

1

• Coffee Production
• Sustainability
• Eco-Friendly Practices
• Social Impacts

info. taken from www.starbucks.com
2

3

4
The History of Coffee

• Dates back more than a thousand years
• The first coffee plants are said to have come
  from the Horn of Africa on the shores of the Red
  Sea
• Originally coffee beans were taken as a food and
  not as a beverage
• East African tribes would grind the coffee
  cherries together, mixing the results into a
  paste with animal fat
• The mixture was said to give warriors much-needed
  energy for battle
• Later, around the year 1000 AD, Ethiopians
  concocted a type of wine from coffee berries,
  fermenting the dried beans in water
• Coffee also grew naturally on the Arabian
  Peninsula, and it was there, during the 11th
  century that coffee was first developed into a
  hot drink.

5
The Legend of the Coffee Bean

• Two prominent legends emerged to explain the
  discovery of this magic bean
• A goat-herder noticed that his herd became
  friskier than usual after consuming the red
  cherries of a wild coffee shrub. Curious, he
  tasted the fruit himself. He was delighted by its
  invigorating effects, and was even spotted by a
  group of nearby monks dancing with his goats.
  Soon the monks began to boil the bean themselves
  and use the liquid to stay awake during all-night
  ceremonies.

6
The Legend of the Coffee Bean

• Muslim dervish who was condemned by his enemies
  to wander in the desert and eventually die of
  starvation. In his delirium, the young man heard
  a voice instructing him to eat the fruit from a
  nearby coffee tree. Confused, the dervish tried
  to soften the beans in water, and when this
  failed, he simply drank the liquid. Interpreting
  his survival and energy as a sign of God, he
  returned to his people, spreading the faith and
  the recipe

7
Cultivation

• Coffee began sometime in the fifteenth century,
  and for many centuries to follow, the Yemen
  province of Arabia was the world's primary source
  of coffee
• Although restrictions existed on exportation of
  the coffee plant from Yemen, Muslim pilgrims from
  across the globe during their pilgrimages to
  Mecca managed to smuggle coffee plants back to
  their homelands, and coffee crops soon took root
  in India
• Coffee also made its way into Europe around this
  time through the city of Venice, where fleets
  traded perfumes, teas, dyes and fabrics with
  Arabic merchants along the Spice Route

8
Cultivation

• By the middle of the 17th century the Dutch
  dominated the world's merchant shipping industry,
  and they introduced large-scale coffee
  cultivation to their colonies in Indonesia on the
  islands of Java, Sumatra, Sulawesi and Bali
• Coffee arrived in Latin America several decades
  later, when the French brought a cutting of a
  coffee plant to Martinique.
• But when a rare plant disease spread through the
  coffee fields of Southeast Asia in the mid 19th
  century, Brazil emerged as the world's foremost
  coffee producer, an honor the country still holds
  today.

9
Production

• The coffee bean begins its life as the prize
  inside a bright red coffee cherry
• It takes about five years before a coffee tree
  produces a harvestable crop of cherries, and each
  tree only produces the equivalent of a pound of
  roasted beans per year
• To prepare the pebble-like green coffee beans for
  roasting, growers process them using either the
  natural or the washed method
• Through the natural method, ripe coffee cherries
  are allowed to dry on the tree or on the ground
  before the beans are removed by hulling

10
Production

• Through the washed method, the beans are
  immediately separated from the cherries,
  submerged in a vat of water, and then dried on
  large patios or with modern equipment.
• Green coffee beans are heated in a large rotating
  drum, then their transformation begins
• After about 5 to 7 minutes of intense heat, much
  of their moisture evaporates
• The beans turn a yellow color and smell a little
  like popcorn
• After about 8 minutes in the roaster, the "first
  pop" occurs. The beans double in size, crackling
  as they expand they are now light brown

11
Production

• After 10-11 minutes in the roaster, the beans
  reach an even brown color, and oil starts to
  appear on the surface of the bean
• At this roasting time (different for each
  coffee, but usually somewhere between 11 and 15
  minutes), the full flavor potential begins to
  develop in the beans, bringing all of their
  attributes into balance
• The "second pop" signals that the coffee is
  almost ready

12
Growing Regions

• Three main regions exist Africa and Arabia,
  Latin America, and the Pacific

13
Growing Regions

• Latin America
• Central and South America produce more coffee,
  by far, than any other growing region. The beans
  grown here are generally light- to medium-bodied
  with clean, lively flavors. They are prized for
  their tangy brightness and consistent quality.
  Both these features make them ideal foundations
  for blending. Single-origin coffees from this
  region typically include coffees from Mexico,
  Guatemala, Costa Rica, Panama and Colombia.

14
Growing Regions

• The Pacific
• Often called Indonesian coffees because most of
  the beans from this region are grown in that
  country. These coffees are on the opposite end of
  the taste spectrum from the Latin American
  coffees. They are typically full-bodied, smooth,
  earthy, and occasionally feature herbal flavor
  notes. These are the 'heavyweights' of the coffee
  world, providing deep, sturdy 'low notes' when
  used in blends. As single-origin coffees, they
  are perennial favorites.

15
Coffee Trees Beans

• Like many other fruits, coffee cherries grow on
  trees
• Some coffee trees have the potential to grow to a
  height of 30 to 40 feet
• However, most are kept much shorter for ease of
  harvest
• The average coffee tree bears enough cherries
  each season to produce between 1 and 1½ pounds of
  roasted coffee
• The soil, climate, altitude, and surrounding
  plants that a coffee tree is exposed to during
  growth affect the flavor of the beans it produces.

16
Arabica vs. Robusta Coffee Beans

• There are two commercially important coffee
  species coffea arabica and coffea canephora
  (robusta)
• Arabica coffee (about 75 percent of world
  production) grows best at high altitudes, has a
  much more refined flavor than other species, and
  contains about 1 percent caffeine by weight
• As the name indicates, robusta coffee is a
  robust species, resistant to disease, with a high
  yield per plant
• It flourishes at lower elevations and produces
  coffee with harsher flavor characteristics
• Starbucks buys only the highest quality arabica
  coffees available, beans whose flavor develops
  fully through the Starbucks Roast.

17
Harvesting Coffee

• At harvest time, coffee trees are laden with
  bright red coffee cherries. Ripe coffee cherries
  are cranberry. An unroasted coffee bean is
  simply the pit of the coffee cherry.
• The skin of the coffee cherry is very thick, with
  a slightly bitter flavor. The fruit beneath the
  skin, however, is intensely sweet. The texture of
  this layer of fruit is similar to a grape.
• Beneath the fruit is the parchment, covered with
  a thin, slippery, honey-like layer called
  "mucilage."

18
Harvesting Coffee

• The parchment of the coffee cherry serves as a
  protective pocket for the seed, much like the
  small pockets that protect the seeds of an apple
• Removing the parchment, two translucent bluish
  green coffee beans are revealed, coated with a
  very thin layer called the "silverskin
• While most coffee cherries contain two beans, 5
  to 10 percent of the time, only one bean is
  produced in the cherry. This is called a "peaberry

19
Buying Coffee for Starbucks

• The coffee we buy is truly special,
  spectacular coffee. The coffee buying team
  evaluates over one thousand "offer samples" each
  year. The evaluation process includes roasting
  small batches of coffee and tasting these batches
  in a process called "cupping." Only a very few of
  these sampled coffees make it into our
  warehouses. Starbucks coffee buyers spend
  approximately 18 weeks per year traveling to
  countries of origin. The purpose of these travels
  is not to directly buy coffee. The goal is to
  continue to learn about coffee and to strengthen
  relationships with growers and suppliers. These
  relationships are critical to our future success
  - they solidify our role as champions of quality
  and progress at every level of the coffee
  business. It is because of these relationships
  that Starbucks gets the first pick of the best
  crops worldwide.

20
Connection to Farmers

• Our connection with coffee farmers Purveying
  quality coffees means much more than selecting
  the finest beans on the market. It means
  protecting a way of life for our farmers by
  supporting social, economic and environmental
  issues that are crucial to their livelihood.
  Commitment to Origins is dedicated to creating a
  sustainable growing environment in coffee origin
  countries.

21
Fair Trade Certified

• A fair price  
• The Fair Trade Certified label certifies that
  the farmers who grew the coffee received a
  premium price above the prevailing market prices.
  Internationally, independent organizations
  provide supervision of the Fair Trade system by
  working closely with small-scale farmers to
  certify their product. By joining cooperatives,
  the farmers can then sell their beans directly to
  importers, roasters and retailers at favorable
  guaranteed prices. The cooperatives, which are
  democratically run by the participating farmers,
  help contribute to the social and economic
  stability of their communities.

22
CARE

• An international leader As the worlds largest
  private nonprofit international relief and
  development organization, CARE works in more than
  60 developing countries to address the underlying
  causes of poverty and provide emergency relief in
  times of disaster. Starbucks is proud to be one
  of CAREs largest North American corporate
  supporters.
• Reaching around the globe Our twelve-year
  alliance with CARE has given us the opportunity
  to touch the lives of nearly 3 million people in
  coffee- and tea-origin countries where our
  support has helped to improve the quality of life
  in their communities. In 2002 and 2003, Starbucks
  contributed a total of 300,000 to CARE for an
  emergency response fund

23
CARE

• Starbucks Emergency Response Fund When a disaster
  strikes in coffee-and tea-origin countries,
  Starbucks support is there. Weve appointed CARE
  as our official agent for disaster response.
  Together, we established the Starbucks Emergency
  Response Fund to ensure our immediate support in
  a crisis.In 1998, Hurricane Mitch swept through
  Central America killing 10,000 people and
  devastating the lives of millions. Starbucks
  responded immediately with a 100,000 cash
  donation to support CAREs relief efforts to
  provide shelter, food, medicines and safe
  drinking water to victims.

24
What is Shade-Grown Coffee?Sun vs. Shade Coffee

25
Shade-Grown Coffee

• The site where Shade Grown Mexico coffee is
  produced The El Triunfo Biosphere Reserve in
  Chiapas, Mexico, where Shade Grown Mexico coffee
  comes from, is a region CI considers to be one of
  the worlds most environmentally sensitive. CI
  and Starbucks support farmers who grow coffee
  under the protection of shade, creating and
  maintaining a forested buffer zone around the
  Reserve. Results so far In 2001, farmers
  producing Shade Grown Mexico received a 60
  percent price premium over local prices for their
  coffee, and exported 50 more than the previous
  year. Since 1998, the number of cooperatives
  involved in the project doubled. Today there are
  nearly 700 farmers and more than 2000 hectares
  involved in the program.

26
Why choose shade grown-coffeevs. sun-grown
coffee?What does sustainability mean?What
factors influence sustainability?What is
sustainable agriculture?
27
Tasting Coffee

• Ultimately, tasting is comparing and
  contrasting. Tasting only one coffee at a time
  does not create any context. But if you taste two
  or three coffees, you can compare them in terms
  of your personal preference, but also in terms of
  aroma, acidity, body, and flavor. (A tip When
  tasting more than one coffee, always taste
  lighter bodied coffees first and work up to
  fuller bodied coffees.) Aroma is the first hint
  of how your coffee will taste. In fact, most of
  your sense of taste actually comes from your
  sense of smell - which is why coffee can taste so
  satisfying and sublime. Acidity, in tasting
  terms, doesn't mean sour or bitter it's a
  lively, tangy, palate-cleansing property, ranging
  from low to high. Think of the range from still
  water to sparkling water, and you'll get the
  idea. Body is the weight or thickness of the
  beverage on your tongue. Body ranges from light
  to full. Flavor is the all important melding of
  aroma, acidity, and body that creates an overall
  impression.