So I went to the Specialty Coffee Association of America conference in Long Beach last weekend. Basically, it’s a conference for all people making yummy coffee — and the peeps who wanna influence or do biz with them — including fair trade peeps.
We’re talking coffee growers from all over the world, to low-carb pastry makers, to Acai sorbet peeps, to artisan tea lovers.
I walked around aimlessly for the most part. If you go without a specified purpose just to see what’s up, it’s a lil weird figuring out how you should spend your time, let alone explaining the whys and wherefores of your presence to people who’re there to sell choco-whip frosting with a chili pepper tang to give cupcakes that extra kick. I mean, clearly, that’s what’ll bring customers back to your coffee shop –
Which is to say I tried to be amenable to the over-friendly people running the booths, meaning I ended up walking around with a weird, unhealthy aftertaste in my mouth from all the synthetic low-carb, no-sugar substitutes geared toward attracting “health-conscious” customers….
I thought low-carb went out when that Atkins dude died.
But I realized I wasn’t the only undefinable person at the conference when I ran into a few people from Equal Exchange — a fair trade company based in Mass. These three peeps — all from the same company — each had completely different occupations listed on their name tags.
Phyllis’ version of Equal Exchange was “importer.” Rob Everts, one of the exec directors, apparently worked for a “roaster wholesaler.” Rodney North, the marketing PR dude, was part of a “roaster retailer” according to SCAA.
“We do all of these things!” was the impromptu rationalization the Equal Exchange peeps came up with for the diffs, though really, the main reason’s prolly b/c the check-in people at SCAA were pretty disorganized.
My role, according to my badge, was “other.”
More details later –
One of the main reasons for the “occupation” on the badge is for pre/post event mailers. If you put roaster, you are getting roasting mailers, etc, etc.
Other may very well be the best description for us all..
..be bold
Comment by Jason — May 8, 2007 @ 12:47 pm
From one “other” to another:
I am feeling your pain, Siel. This was my fourth year going as “other,” and it hasn’t gotten any easier to explain how I am (tangentially) connected to the whole SCAA extravaganza — as part of an international development agency that works with coffee farmers at origin and educates U.S. consumers about Fair Trade. Unless you are talking to a really progressive, 100% Fair Trade company (few of whom can afford booths at SCAA), most people glaze over. The pierced baristas covered with skin art pretend they’re down with it (”Right on, man”), but invariably after they learn what I do they worry a little less about nailing the foam art in my macchiato. And the sales people…forget it. They look over my shoulder the whole time waiting for someone who is looking to make a deal.
Hang in there! Everyone in the Fair Trade and sustainable coffee community knows how important your work is…
Peace.
Comment by Michael — May 9, 2007 @ 7:17 am
Did you go to the Intelligentsia thingy?
A friend has really recommended them, and I’m eager to try them out when they open.
Comment by Rafi — May 9, 2007 @ 12:01 pm
Hi Siel!
I was an “other” too; sorry to miss you at the show; I was in and out really quickly because I had to be back in SF.
I’m tempted to come back to LA just for the Intelligentsia opening…
Comment by gregory — May 10, 2007 @ 12:22 pm
Didn’t go to the Intelligentsia thing — Had plans that Friday night. But some Equal exchange people made it –
Michael — You’re so sweet. I felt less in pain though, than simply without purpose. That may just have more to do with me than SCAA.
gregory — I’ve been liking your flower articles! Have you read Flower Confidential?
Comment by Siel — May 11, 2007 @ 9:08 am