FROM THE PUBLISHER

GPS, Google Earth, iPhones, Internet mapping. If you get lost these days, chances are you don’t want to be found (note: this does not apply to finding farms at origin or driving in a medieval European city). However, this fancy Web-mapping technology is dependent on one critical piece of information: you need to tell these machines where you want to go. Perhaps a corollary to “not all who wander are lost” could be phased, “not all who appear to be going somewhere, know where they are going.”
     The most important reason we have for running the Roaster of the Year contest is to open us all up to the possible destinations available to our businesses, whether large or small. Like photos of special places, our finalists and our winners offer us glimpses of places we want to be and an opportunity to pictures ourselves in those places. This year’s Roaster of the Year finalists in the micro category are 1000 Faces Coffee, Conscious Coffees and Kickapoo Coffee. In the macro category, the finalists are Dillanos Coffee Roasters, Equator Estate Coffees & Teas, and Portland Roasting.
     Although it is not as easy as putting a From and To address into an iPhone and waiting for turn-by-turn directions, this year’s winners—Kickapoo Coffee (micro category) and Equator Estate Coffees (macro category)—have done a masterful job of executing on their vision. I am sure their travels have taken them on paths they never intended, with many detours, but having a consistent destination has kept them moving in the right general direction. It’s not too different from the game of golf, where the goal is not to put the ball in the hole on every shot, but to progress (hopefully) closer to the hole with every shot.
     Of course, business is never one-dimensional, and what complicates our lives is that we are not just traveling from New York to St. Louis, to Denver, to L.A. We are responsible for moving our business in several directions, all at once. Our Roaster of the Year criteria reflect this reality; we look for businesses that have simultaneously arrived at socially sustainable practices, environmentally sound practices, and employee- and industry-improving practices, all while producing world-class specialty coffee. Try finding that with a GPS!
     Each one of these companies inspires us because they are exemplary stewards of the environment (at home and at origin), of the coffee, and of their employees. Every one of the finalists also inspires us because they are successful businesses. All of the finalists command a premium price for their products and all have shown significant growth in difficult economic times: signs that social and environmental goals are not exclusive of business goals. Once again, I thank Kickapoo and Equator for inspiring me to set off for new destinations and thank all of our entrants for their time and effort for making this a meaningful award.

     Warmest Wishes,
     Connie