FROM THE PUBLISHER

by Connie Blumhardt

ARE YOU READY for the biggest coffee trade show in the world? For a show as big as the 2005 Specialty Coffee Association of America Conference and Exhibition, you need to prepare in order to take full advantage of all the events designed specifically for roasters. Between roasting workshops, defect seminars and accreditation classes, the SCAA show has a lot to offer the coffee roaster.
    Here are a few tips on how to get the most from the show:
    First, decide what you want to get out of the show. Do you want to purchase a new piece of roasting equipment? Do you want to attend the educational seminars and workshops? (See page 84 for a complete list of roaster-orientated seminars and events.) Or do you want to connect with experts in the industry? Once you decide on what you want out of the show, it’s easy to break your visit down and navigate like a professional.
    Second, make sure you do your homework. Before the show, log on to the SCAA website, www.scaa.org, for information on exhibitors and seminars. Because of its size, the SCAA show can be intimidating. If you don’t plan ahead, you might not get everything out of the show that you were expecting. If you’re looking to buy a particular product, make a list of exhibitors who sell that type of product. Putting this list in order by booth number will help you cover the most ground in the least amount of time, something your feet will thank you for at the end of each day! As you visit each booth, make notes on the cost of the product, service provided, warranties, parts and any other information that may help you make a buying decision later.
    Finally, within a day or two after the show, while things are fresh in your mind, go through the literature and business cards you gathered and follow up. After a few days away from the office, it’s easy to put this activity off. However, the more time that passes after the show, the more difficult it will be to remember the faces and conversations behind each business card.
    Attending an industry show is one of the best things you can do for your company. Not only is it an excellent way to learn about new technology and products in the industry, but it is a great way to connect with other industry professionals who are just as anxious to talk to you as you might be to talk with them.
    I’d also like to introduce our new column, Diary of a Grower, by Edwin D. Martinez. We hope this column sheds light on the many challenges and rewards of life as a coffee farmer.
    I look forward to seeing you in Seattle. Make sure you add Roast to your list of trade show booths to visit. We’ll be at booth #506.

Regards,

Connie