The Specialty Coffee Association (SCA) is a nonprofit organization representing coffee professionals around the world, from roasters and baristas, to the farmers who start it all. This organization formed in 2017 when the Specialty Coffee Association of America (SCAA, established in 1982) and the Specialty Coffee Association of Europe (SCAE, established in 1998) unified under the same mission: “to engage, inspire, and expand a sustainable global specialty coffee trade through leadership in events, education, and research.” The SCA has dedicated itself to assisting in the growth of a fair and diverse coffee industry.
Each spring, SCA hosts a large expo in Seattle, Washington to aid in industry education and prosperity. This Specialty Coffee Expo (commonly referred to as the SCA Expo) allows industry manufacturers and producers to showcase their products and give coffee operators, distributors, and enthusiasts alike the chance to peruse the newest and greatest offerings. Over the years, the show as grown “expo-nentially,” selling out exhibition space that now fills three halls of the Seattle Convention Center.
The overall focus of this year’s show was diversity, featuring coffees grown/produced in countries around the world, with Asia and South America as some of the most prevalent. Countries such as China and Brazil were particularly popular with booths that were made to impress.
While Houston’s does not exhibit at the expo, we do attend each year. The show provides us with the opportunity to meet with vendors and customers, and to get an idea of what to expect from the future of the coffee industry. Many of our manufacturer/vendor partners exhibit at the show including Torani, Monin, Dr. Smoothie, David Rio, Urnex, Kerry Foodservice, and Two Leaves and a Bud, as well as newer Houston’s vendors like Pacific Foods, Califia Farms, and ITO EN.
Monitoring current and upcoming trends in the coffee industry is crucial, and SCA Expo is always a perfect opportunity to assess the crowd. With the busy summer season in mind, many exhibitors at SCA Expo 2018 opted to offer taste tests of cold beverages from iced coffee and frappes, to non-coffee beverages like lemonade and flavored sparkling water. The absence of previously popular oatmeal products was painfully obvious this year, but made way for other healthier trends that ranged from convenient grab-and-go products, to handcrafted, premium products. Turmeric offerings seem to be surging with David Rio’s latte powder leading the pack. All natural, sugar-free, and/or low-calorie beverage options also seem to be on the rise, as are dairy/milk alternatives. While nut milks have been popular in years’ past, it appears oat milk will be giving the ever-popular almond milk a run for its money in 2018.
Contributing to the theme of diversity, Torani showcased its new Asian fruit-inspired Longan Syrup, among other products, by serving up Butterfly Lemonade that combined the syrup with Lemonade Real Fruit Smoothie mix. The vibrant purple color and sweet Longan flavor paired with the tart lemonade for a perfect summer offering.
Monin served its new Brown Butter Toffee Syrup in frappe, but most notable was the flavored sparkling water. Monin’s new, all-natural Concentrated Flavors line provides sugar-free, low calorie flavor to any drink, but the Strawberry Basil and Watermelon Jalapeno Sparkling Water offered expo attendees a light, yet flavorful beverage.
Celebrity Latte Artist, Melannie Aquino showed off her skills in booth #2100, drawing pictures with foam and chocolate on the tops of various lattes prepared with David Rio chai products. After attendees were wowed by the latte art, many were also impressed with the authentic turmeric flavor in David Rio’s Turmeric Lattes, Turmeric macaroons, and turmeric cupcakes provided by a local bakery and made using David Rio’s powdered product. The philanthropic organization also used the show as an opportunity to introduce Nalin, the white tiger and newest adoptee under the company’s endangered species initiative.
While many exhibitors utilize SCA Expo to introduce new product, Dr. Smoothie (a Bevolution Group brand) took this year’s show as an opportunity to reintroduce itself entirely, launching a rebrand of the 1997 logo. The new logo has opted away from retro and moved towards simplistic, yet refined. All of the brand’s packaging will have a consistent, clean look, featuring photos of fresh fruit and color-coded frappe categories. Watch for a soft rollout of the new branding sometime this summer.
Each year, SCA Expo exhibitors are given the opportunity to enter their products in a new product showcase, with the chance to win “Best New Product” bragging rights for the year. Our friends at Pacific Foods took home top honors in the Specialty Beverage Flavor Additive Category by winning Best New Product for their new Barista Series Oat, a plant-based dairy alternative that will be released this summer. Crowds gathered around the Pacific booth while attendees (including our own Rebecca Phillips and Amanda Hackathorn) tried their hands at latte art in the exhibitor’s Latte Art Throwdown. The winner of the competition got a chance to pour the latte art featured on the Pacific Foods’ new product packaging, also due out later this year. Sadly, neither Rebecca nor Amanda won the honor, but they certainly gave it their all!
As Houston’s shifts its focus towards the rapidly growing coffee segment, these vendor relationships and industry/product insights are key to our continued growth and success. With many coffee-based vendor partnerships, Houston’s controls a unique niche as a redistributor to the specialty coffee industry, providing access to hundreds of ancillary products sold and used by roasters and baristas across the country. It’s no secret that coffee’s popularity and progress will continue to grow, making events such as this more and more valuable. That’s why we can’t wait until next April when SCA Expo 2019 tackles Boston, Massachusetts! Will we see you there?
