–From: “les kuan” <*&^%$#@!@yahoo.com>To: <*&^%$#@rocky-mountain.com>Sent: Mon, Aug 14, 2006 at 11:44
Subject: Canadian Barista Championships/Coffee Tea Expo
Hello Jean, Here is a summary of our telephone conversation regarding cross marketing opportunties with the Coffee Tea Expo/ Canadian Barista National Championships, and BTAC.
The Canadian National Barista Championships ( CNBC), is a series of contests held in Vancouver, Toronto, and Montreal annually, to determine regional barista champions who will go on to compete in the National Championships, thus crowning a Canadian Barista Champion.
The CNBC was created, along with the Canadian Barista Academy, to help educate the consumers and the coffee industry, on the proper methods to prepare specialty coffee drinks such as espresso, cappuccino and caffe latte.
The specialty coffee had become rather fragmented with respect to technique and extraction principles, so it was time to introduce some guidelines into the art of making these coffee based drinks.
It was decided that the best way to do this was to create a world barista championship. So that countries could train and send their national champions.
The first world’s championship was held in the year 2000 at Monte Carlo, and was won by Robert Thorenson of Norway.
This past May, the 2006 WBC was held in Berne Switzerland, with 40 countries involved. China, Italy, France, Brasil, even smaller countries like Slovenia, Lebanon and Guatemala were represented, so it is truly a global championship.
Canada didn’t enter the competitions until 2004, but in the last three years, our national champions, have medalled, winning silver, bronze and silver
To put this in perspective, until this past year no American had medalled in any of the previous championships. No Italian has ever been on the podium, which has been dominated largely by scandinavian countries, who have the highest per capita coffee consumption in the world.
The 2007 world’s will be held in Tokyo, and Canada will determine its National representative on September 24,35 at the Trade and Convention Center in Vancouver, during the Coffee and Tea expo.
As per our telephone conversation, we have secured the interest of a new TV series that will air on the Food Network Canada, Fine Living in the United States, BBC Canada, as well as further European distribution. The series is called “Glutton for Punishment”, featuring Bob Blummer from the “Surreal Gourmet” series. They will be filming at the contest Sept 24/25.
(Just as a side note, Bob Blummer might be an interesting person for your industry, as he just recently competed in the leg of the tour de France, fimling for ” Glutton for Punishment”, riding on a sponsored bike for a French Manufacturer, the name escapes me at the moment ).
The TV exposure was only confirmed last minute, and we are now scrambling to create a stage that is truly television worthy, as the shows will be aired during primetime, January 2007.
The stage setup requires us to build three L-shaped competition set-ups.
Each set up is basically comprised of two tables:
36″ high, 36″ Deep and 72″ long and sturdy enough to support the espresso machine, without side to side movement. Side table 36″ high, 24″ wide and 72 ” long. ( see attachment)
In the past, conference tables were raised/reinforced/braced with a fabric drape, to hide the hideous truss structure. This worked well, however it was not a reusable alternative nor lightweight enough for shipping from province to province.
It was suggested to the plywood industries, structural metal truss companies, or trade show booth manufacturers for possible permanent solutions; but then someone suggested using this opportunity to showcase canadian aluminum and the bicycle industry.
The concept of using painted ( and obviously branded) bicycle frames, either stock or modified, as table supports seems to have hit a resonant chord with all the organizers and would make for great television.
Our budget is limited, as much of the events run on a high percentage of volunteers, so obviously there is no room for a series of competition lightweight bicycle frames. However, we are hopeful that the media package we have put together, and the international exposure possibilities will convince a manufacture or BTAC to consider joining into our fray.
The tables will become the official and permanent tables for all future events across Canada, and will open up all sorts of possibilities for two way cross promotion across the bicycle and Specialty Coffee industries.
In Europe this symbiotic relationship between cycling and racing has a history, but in Canada/USA, it is under developed. We feel this is a positive brand association pathway, that is has a good lifestyle and demographic overlap.
Again, apologies for the short notice, but we did not expect the television coverage to come so quickly. If you feel this is an opportunity for mutual benefit please or require any more information please feel free to contact me.
Looking forward to your response and future cooperation between BTAC and the CNBC/ Coffee Tea expo.
Sincerely, Les Kuan
Take part in the Canadian Western Regional Barista Competition & Coffee Fair. This year’s location, the historic Heritage Hall, an elegant 3,300 sq foot ballroom in downtown Vancouver will feature coffee vendors exhibiting roasted coffee, coffee accessories, confections and allied products as well as the excitement of the Canadian Western Regional Barista Competition.
The event is open to the public on June 19th & 20th. For information visit our website www.coffee-expo.com or call 416 784-5210.
Schedule of Events
Location: Heritage Hall
3102 Main Street at 15th Avenue, Vancouver, BC
Coffee Fair & Barista Demonstrations
Wednesday, July 19, 2006
1 p.m. – 7 p.m.
Coffee Fair & Western
Regional Barista Competition
Thursday, July 20, 2006
9 a.m. – 7 p.m.
The above events are open to the public.
Admission: $2.00 donation to Coffee Kids Charity.
Draw for Prizes courtesy of Coffee Fair Table Rentals
The Canadian Western Regional Barista Competition and Coffee Fair table rentals are offered to vendors of roasted coffee, tea, accessories and allied products. We have limited spacing on a first come first serve basis.Table top vendors are supplied with a 3 ft x 6 ft table (not draped) and access to kitchen/servery for water, a hot water tower for french press coffee and tea. Power is limited on-site so vendors cannot bring their own espresso machines. Vendors must bring all supplies including any special water requirements and table coverings or skirtings… Learn More here:
June 10-14, 2005
Canada’s largest city and business centre will play host to retail, foodservice, chain store, institutional and hospitality buyers and new entrepreneurs from across North America as they come to see and sample the latest products from over 70 exhibiting companies from across Canada and around the world.
This year’s attendees will be drawn to the action on the trade show floor at the third annual Canadian National Barista Championship where the country’s best compete for the Canadian title and a trip to the World Barista Championships in Berne, Switzerland in 2006. We thank this year’s Platinum Sponsor Krups for hosting the event. An “olympic games” for those actively practicing the craft of espresso preparation, the world event showcases the talents of top representatives from several countries.
To satisfy the thirst for knowledge in the beverage business, an exciting line-up of over 20 information packed seminars and workshops presented by the industry’s leading experts will cover everything from how to open a retail shop to creating a profitable menu with the hottest new beverages. Hands on barista training, cupping and tasting workshops offer attendees the best value for their limited professional development dollar. Insightful industry updates will be offered at the Coffee Association of Canada and Tea Council and great networking opportunities await all at the Monday evening welcome reception at the Strip House/Filet of Sole Restaurant courtesy of Cappuccine, Kerry Foodservice, Morala Trading and Calories desserts.
For the first time in Eastern Canada, all day start-up classes will be held on Saturday June 11 led by the industry’s top professionals offering newcomers to the trade an invaluable learning forum for how to open their own businesses.
There are some great prizes to be had. In the smoothies and blender workshop on Tuesday, Hamilton Beach will give-away a blender to one of the participants. This year’s platinum show sponsor, Krups will be having a draw each hour of the trade show for Krups FME4 coffee machine (Value = $150) for information visit: http://www.krups.ca Be sure to visit the Krups ballot box on the trade show floor to fill out an entry form.
June is the perfect month to visit Expo 2005. I invite you to take in all this great city has to offer including its many retail beverage establishments at this year’ tours of coffee and tea hot spots to be held on Sunday, June 12. You will discover a thriving culture of espresso bars and teashops — as well as the city’s wonderful scenery.
There is much to see and do at this year’s Expo. Thanks to our many exhibitors and sponsors who help make it all possible, and to you our visitors. I am sure that it will be a great experience for everyone who attends. Hope you have a great show!