Can you believe it? Its already spring! Where did the time go? I guess when it's busy, that's what happens, and believe me, we've been busy! This issue of the Wave highlights a lot of new and exciting things that have been happening at Swiss Water Decaffeinated Coffee Co., including a new processing line, new offerings and a new POS item. I hope you enjoy this issue and I look forward to seeing you all at the upcoming SCAA convention in Charlotte.
-- Ben Hieltjes, VP Business Development
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| June 2005 |
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| March 2006 |
We're proud to announce the opening of our second SWISS WATER® Process decaffeination line, doubling our decaffeination capacity. Early in 2004, we realized that a second production line would be needed to meet growing customer demand for 100% chemical free coffee decaffeination. The addition of Line 2 means that means that we will be able to not only supply the long-term needs of the specialty coffee market, but also better accommodate the immediate requirements of all of our customers.
According to the 2005 NCA drinking trends study, decaf now accounts for 18% of all coffee sales in the US, which in fact, is greater than Fair Trade and Organic combined. This growth represents an almost 50% increase from 2003, creating the need for Line 2. Jeff MacVicar, Plant Manager at Swiss Water Decaffeinated Coffee Co. (SWDCC), states "This expanded capacity will enable quick turnaround of customer coffee, allowing customers to grow their decaf categories with less advance planning and more flexibility, especially during the busy Q4 period. This will also allow roasters to decaffeinate special and/or small lots whenever they wish!"
The major construction project, involving significant capital investment and roughly 112,000 man-hours of labor, commenced March 2005 and ended early January 2006. In developing Line 2, our engineers found several opportunities for process refinement in both lines. MacVicar, as well as Chief Engineer Kurt Dyck, wanted to ensure that both lines were producing identical coffees, so they made the move to improve Line 1 at the same time.
Frank Dennis, SWDCC's President and CEO, concludes "We've forecasted that the market for chemical free decaffeinated coffee will double over the next five years and are therefore convinced that this segment is worthy of our further investment. The opening of our second line is evidence of that commitment-the wait is finally over."
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Inspired by customer request, we're pleased to be adding two new offerings to our green coffee portfolio, SWISS WATER® House Blend and Organic Espresso Blend Fair Trade. Both blends, while full, sweet and delicious, also show a little raciness and class.
SWISS WATER® House Blend
A full-bodied, well-balanced blend selected for consistency in quality and supply, while reaching for a lively profile with a nuanced finish. Our House Blend is well rounded, with loads of character and smooth, full body. Its pleasing acidity will take a range of roast colors very well. This contains a blend of our finest arabica coffees from Central and South America.
Organic Fair Trade Espresso Blend
A bold and daring team of coffees that complement each other, and allow each others' individual character to come through in the blend. USDA Organic, Fair Trade Certified™ and Shade Grown, our newest Espresso blend produces a wonderful crema, and has great body and the right amount of acidity to cut through a milk-based drink. It is versatile with different roast colors, and will lend itself well to a house blend. This contains a blend of our best single origin in a combination that might surprise you. You definitely want to try a shot of this decaf espresso!
The blends will be available following the SCAA Conference & Exhibition. To order, please contact your broker.
 Sample our blends at the SCAA Conference & Exhibition!
If you're coming to Charlotte, please stop by our booth (#1142) to try these great tasting new offerings.
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 We would like to announce an important move in our ranks. Jodi Foutch, formerly Business Development Manager in the San Francisco/Bay area, will be further developing the east coast region for the SWISS WATER® brand by moving to the home of the Liberty Bell - Philadelphia. We have long wanted to provide more personal service to our loyal customers in this important market and this is something Jodi will help us achieve. Jodi will be responsible for Minnesota, Iowa, Missouri, Arkansas, Louisiana and all parts East.
 At the same time, Jason Remmer, who was the Business Development Manager for Washington/Oregon, will now assume responsibility for all of California and the rest of the Western US, including North Dakota, South Dakota, Kansas, Oklahoma and Texas and all states West.
Jodi can be reached at (510) 761-5300, while Jason can be reached at (503) 806-0667. Congratulations to both Jason and Jodi on their new responsibilities.
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 Let your customers know that you're proud to carry SWISS WATER® Process decaffeinated coffee! We're excited to launch of our newest Point of Sale item, a SWISS WATER® branded sign. The lightweight tin sign, 11" x 15", is ideal for display as a backdrop in cafés. Licensed Vendors will be able to order the sign from our website, www.swisswater.com, following April 17.
For those not familiar with our Licensed Vendor Program, the program provides customers with access to our logo and trademark, free high quality POS materials, and registration in our 'Where to Buy' search engine, which enables consumers to locate brands or retail outlets that use the SWISS WATER® Process. To register, please visit our website or contact Nicole Charles at 1.800.667.6181 ext. 145.
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 Ten years ago, Marisa and Vince Piccolo were owners of a highly regarded restaurant in Vancouver, B.C., but wanted a more "regular" schedule when they decided to start their family. So, they sold their restaurant and opened a coffeehouse, with daily hours only. Today, the Piccolos own five coffeehouses and a wholesale roasting business that supplies those shops. Sammy Piccolo, Vince's brother, has won national barista championships in Canada and also prevailed in international competitions…he may be the world's most decorated barista! And, two of Vince's brothers and a sister-in-law also work for the company-truly, a family business!
During its years of operation, Caffè Artigiano has become known for some of the best espresso drinks in the world, offering SWISS WATER® decaffeinated coffees to their customers, letting them know their drinks are Swiss Water decaf at the point of sale. "Choosing Swiss Water decafs is a no-brainer!" Vince tells us. "The quality is second to none, it's chemical free, something our decaf customers care deeply about, and, for us here in Vancouver, Swiss Water is on the home team!"
We are very proud to have Caffè Artigiano and 49th Parallel as exclusive decaf customers, and we like to think we're a fundamental ingredient in their phenomenal success.
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The Irony of Blending
In developing the two new blends we're introducing with this issue of the Wave, I tasted a number of coffees both from our existing portfolio and from the many offerings we get from around the world. What struck me in going through these coffees is that in most cases my expectations were met for each coffee I tasted from each origin. In other words, each coffee tasted like that coffee has tasted in the past: the Guatemalan coffee tasted like a "guat" and the Sumatran coffee tasted like a "sumatra." What was more interesting, though, was the errant coffee that tasted off type-the incredibly clean, slightly acidic Sumatran coffee that still had the deep, sweet body we expect from this coffee but also with a bright, silky sweetness. Or a thunderously full bodied "guat" that might, conceivably, be mistaken, blind, for an incredibly well prepared coffee from Sulawesi.
Click here to read more.
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