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2013

WCLF 2013 Speaker List

Roberio Oliveira Silva (Brazil)

Executive Director
International Coffee Organization (ICO)

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Keynote Speech
  • Speech Title : "Global Coffee Market Issues and Trends"
Detail Profile

Career

  • Executive Director of the International Coffee Organization
  • Director of the Coffee Department in the Brazilian Ministry of Agriculture Livestock and Food Supply
  • Commodities Secretary in the Brazilian Ministry of Development Industry and Foreign Trade
  • Executive Secretary of the Brazilian Chamber of Foreign Trade (CAMEX)
  • Secretary-General of the Association of Coffee Producing Countries
  • Secretary-General of the Brazilian Federation of Coffee Exporters.

Profile

After graduating in economics from the Federal University of Minas Gerais in Brazil, Roberio immersed himself in the field of commodities, particularly coffee.
He has 25 years of experience in both the public and the private sectors. Mr. Roberio Oliveira Silva took up his post as the Executive Director of the International Coffee Organization on 1 November 2011.

Hidetaka Hayashi (Japan)

President
Hayashi Coffee Institute

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Session 1
  • Speech Title : "Overviews of Coffee Industry in Japan, for further sustainable development of coffee industry, what are necessary to be appreciated and supported by consumers."
Detail Profile
  • President of Hayashi Coffee Institute
  • Immediate Past President of SCAJ (Specialty Coffee Association of Japan)
  • Marketing Consultant of ITC (UNCTAD/WTO) Gourmet Coffee Potentail-Project, 1997-2000
  • Marubeni Corp. 1962-1990
  • Tokyo University BA of Agriculture
  • Started participating in Specialty Coffee Industry in 1998
  • Started participating in Coffee Industry in 1962

Dr. Soetanto Abdoellah Soeparto (Indonesia)

Scientific Board
Indonesian Coffee and Cocoa Research Institute

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Session 1
  • Speech Title : "Asian Coffee Market Insight - Producing"
Detail Profile

Career

  • Chairman of Indonesian Cocoa Board
  • Member of Scientific Board, Indonesian Coffee and Cocoa Research Institute
  • Head of Research Division, Indonesian Coffee and Cocoa Research Institute
  • Head of Soil Department, Indonesian Coffee and Cocoa Research Institute
  • Gadjah Mada University- Ph.D. in Soil Science
  • Gadjah Mada University- M.Sc. in Soil Science
  • Gadjah Mada University- B.Sc. in Soil Science

Profile

Growing up in Indonesia, Mr. Soetanto was exposed to coffee from a young age.
After completing his B.Sc. he pursued that passion for coffee by entering Indonesian Coffee and Cocoa Research Institute. Mr. Soetanto is currently Chairman of Indonesian Cocoa Board and also Member of Scientific Board of Indonesian Coffee and Cocoa Research Institute, focused on sustainability practices.

Lucy Bai Fang (China)

Vice President
China Coffee Association Beijing

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Session 1
  • Speech Title : "The Development of Specialty Coffee Market and Training in China in Recent Years"
Detail Profile
  • SCAE (Specialty Coffee Association of Europe) First AST & Certifier in mainland China;
  • School member of SCAA & CQI;
  • National Coordinator of WSC in China;
  • General Secretary & Vice President to China Coffee Association of Beijing;
  • Founder & Principle of China Barista & Coffee School;
  • One of the Founders & Judges of China Barista Championship since from 2004;
  • One of National Barista Guidebook framework organizers;
  • 1995 involved International Coffee Trading business. Imported China first barrel of Blue Mountain coffee;
  • 1998-2010 imported over 20 brands coffee machines from both Europe and United States of America;
  • 2010- International Resorts & Hotels Consultant for coffee shop start up;

Ellie Husdon (The United States)

Director of Professional Development
SCAA (Specialty Coffee Association of America)

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Session 2
  • Speech Title : "A Deeper Understanding of Specialty Coffee"
Detail Profile

Ellie Hudson is Director of Professional Development for SCAA.
After two terms of service to SCAA’s Board of Directors and serving as Chair of the SCAA Professional Development Committee, Ellie joined SCAA as full-time staff in February 2010.
Ellie’s experience in specialty coffee began at SCAA member company Intelligentsia Coffee & Tea, where she was Director of Training & Knowledge; and later at member company Coffee Solutions as Vice President of Training & Operations.
Ellie has participated extensively in SCAA’s training programs including the Instructor Development Program, the Barista Guild, and Coffee Corps, and finished a 4-year term of service to the Board of Advisors for World Coffee Events in 2013.
Ellie enjoys searching for ways to manage and develop the most meaningful educational content possible for SCAA’s members at SCAA’s North America-based events and throughout the world through management of the SCAA International Education Partnership Licensing Program.
When away from work, Ellie is an avid runner and enjoys playing volleyball and softball, and skiing.

David Veal (The United Kingdom)

Executive director
SCAE (Speciality Coffee Association of Europe)

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Session 2
  • Speech Title : "Trends in the Speciality Coffee Market in Europe"
Detail Profile

Career

  • Executive Director of the SCAE(Specialty Coffee Association of Europe)
  • 30 years of experience in coffee industry
  • Worked for Rombouts, Van Nelle, Douwe Egberts and Melitta

Profile

He has just celebrated 30 years in the coffee industry, initially involved with European brands such as Rombouts, Van Nelle, Douwe Egberts and Melitta, and then for 18 years running his own Speciality Coffee wholesale business in the UK.
He has been Executive Director of SCAE since January 2011, and has been responsible for reorganising and restructuring what was already a successful association to lead it forward in the future.
SCAE is undergoing a period of dynamic change and growth; it is an exciting time to be a member. He is passionate about coffee so it is a privilege to be in a position to make a difference to his industry and to fulfill his vision to be the authority in delivering coffee excellence.

Chris Ryan (The United States)

Editor
Fresh Cup

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Session 3
  • Speech Title : "Changes in the Coffee Consuming Market and the Emergence of Alternatives"
Detail Profile

Career

  • Editor of Fresh Cup Magazine, 2005-present
  • Copy editor at Statesman Journal, 2001-2005
  • University of Oregon, Eugene, Ore.-BA in Journalism, 2001

Profile

Chris Ryan is the editor of Portland, Ore.-based Fresh Cup Magazine.
The monthly publication and its digital arm, freshcup.com, provide marketing tips, cutting-edge business information and more to independent retailers and other specialty beverage professionals.
As editor, Chris assigns, writes and edits articles each month, and he represents Fresh Cup at events and conferences around the world.
Before joining the publication in 2005, he was a copy editor at the Statesman Journal, one of Oregon's leading daily newspapers.

Dr. Daniel Steffen (The United States)

Principal
A-D Policy Analysis, Inc.

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Session 3
  • Speech Title : "Update on Scientific Status of Coffee and Health Issues"
Detail Profile

Dr. Steffen joined Kraft Foods North America in the Basic Nutrition Research Group in 1976 after postdoctoral work at Shell Development Co. in Modesto, CA. Following successful completion of various assignments in basic research functions, he spent a year in coffee R&D in Food Service before joining Scientific Relations in 1990. Dr. Steffen completed his undergraduate work at the University of Notre Dame and holds a doctorate in Medical Physiology from the University of Missouri-Columbia.

Dr. Steffen's initial activities in the regulatory area were in response to the 1990 changes in U.S. food labeling regulations; he continued to be involved in ongoing issues related to labeling claims and their substantiation. He is an expert on coffee, caffeine and health issues, having represented Kraft on the Scientific Advisory Group of the National Coffee Association (and former chair of the group) and on other committees dealing with technical and communications issues concerning coffee and caffeine. During the early 1990’s, he also represented Kraft's European coffee interests in the Physiological Effects of Coffee group. Upon retirement earlier this year, he joined A-D Policy Analysis consulting with the food and beverage industry on nutrition, health, labeling and other regulatory issues.

Napoleón Matute (Honduras)

Manager of Las Lagunas Investigation Center
CAFé DE HONDURAS (IHCAFE)

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Session 4
  • Speech Title : "Coffee Leaf Rust: History, Crisis, and Response Research"
Detail Profile

Career

  • Editor of Fresh Cup Magazine, 2005-present
  • Manager, Experimental Center “Las Lagunas”; Marcala, La Paz
  • Consultant for COMUCAP (Group of women coffee growers); Marcala, La Paz
  • Coffee Farms technician (farmers training, early diagnose of coffee farms, etc.)
  • Executive Chief, Experimental Center “Linderos”, Santa Bárbara Farm mapping Technician

Profile

After graduating on Agricultural Engineering from Honduras National University, Napoleon, fully dedicated himself to the field of coffee. He has more than 17 years of experience working with farmers, helping them to improve their soil, their skills to have better crops. He has written six important technical documents, which vary from alternatives on drying coffee to good practices on coffee nurseries, alternatives on fertilization, and coffee production costs. He was speaker at the SCAA Symposium 2012: “Advances in Genetic Improvement of Coffee Farming in Honduras”.

Santiago Pardo (Colombia)

Director of Asia Region
Colombian Coffee Growers Federation

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Session 4
  • Speech Title : "Coffee Leaf Rust status of Central America and achievements on recovery with new varieties of coffee more resistant to coffee diseases in Colombia "
Detail Profile

Santiago Pardo is the Director for Asia of the Colombian Coffee Growers Federation in Asia, based in Tokyo. The Federation´s mission is supporting the wellbeing of Colombian coffee growers through an effective, democratic and representative organization. From his position Mr. Pardo has advanced the Colombian Coffee value added strategy in Asia.

He previously served as Chief Negotiator for Colombia's Free Trade Agreements. He led the FTA negotiations with the EU, and the negotiations with Korea, Panama and Turkey.

He is an Economist from Universidad de Los Andes in Bogota Colombia, with a Masters Degree in International Affairs from Columbia University in New York. He has extensive professional and academic experience in areas related to foreign trade and coffee.

Christopher L. Gilbert (The United Kingdom)

Econometrics/Professor
University of Trento

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Session 5
  • Speech Title : "Coffee Price Discovery, Volatility Management and Forecast"
Detail Profile

Christopher Gilbert is Professor of Econometrics at the University of Trento, Italy. Prior to moving to Italy in 2003, Gilbert was Professor of Finance at the Free University, Amsterdam. He studied at Oxford (from where he has his doctorate) and LSE. His previous university positions were at London (both Queen Mary and Birkbeck), Oxford and Bristol universities. He has consulted extensively for the EC, FAO, IADB, ICO, IMF, OECD, UNCTAD and the World Bank. He works on commodity futures markets, agricultural, energy and metals markets, food security issues and financial econometrics. He has followed the world coffee market over a thirty year period.

Geoff Watts (The United States)

Vice President
Intelligentsia Coffee & Tea

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Session 5
  • Speech Title : "Creating Extraordinary Coffee: A Story and a Recipe"
Detail Profile

Career

  • Vice President of Coffee, Intelligentsia Coffee(1995_present)
  • Vice---Chair, Alliance for Coffee Excellence(2013_present)
  • Member, International Relations Committee(2011_present)
  • Chairperson, Roaster’s Guild of America(2006-2007)
  • Editorial Board, Roast Magazine(2004_present)

Biography

Geoff has spent the last 18 years in pursuit of better coffee as a co-owner of Intelligentsia. Over that time he’s worked as a barista, a roaster, and most of all as a green buyer and coffee development specialist. He’s served as an official judge in over 30 international coffee competitions and is a well-known and outspoken advocate for quality in coffee as a mechanism for advancing sustainability in coffee production systems and creating opportunity for farmers to escape the constraints of the commodity market. As a pioneer of the Direct Trade approach and consultant for several research and development organizations he has spent more than 50% of his time over the last decade traveling and working closely with coffee growers in East Africa and Central/South America to improve quality and build systems for ensuring trace ability and transparency in the supply chain. More than anything else, he wants to see great tasting coffee become a worldwide standard and contribute to making the coffee industry a more sustainable and rewarding place for both consumers and coffee farmers.

David Piza (Colombia)

Relationship Coffee Manager
Sustainable Harvest

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Session 6
  • Speech Title : "The Relationship Coffee Model: Impact at Origin."
Detail Profile

Career

Relationship Coffee Manager Regional Manager at Sustainable Harvest Let's Talk Coffee 2012 Coordinator at Sustainable Harvest Economic Advisor for the Coffee Sector to the Governor of Antioquia, Colombia Project Coordinator at the Coffee Quality Institute ( CQI) Market Researcher and Trends Analyst at the Specialty Coffee Association of America (SCAA) Bachelor of Science in Industrial Engineering from the Universidad de Los Andes in Colombia.

Profile

Raised in Colombia, David brings expertise in value chain analysis, sustainability and marketing strategies for international trade in the coffee sector. David currently works at Sustainable Harvest Coffee Importers as Relationship Coffee Manager, and run the largest and most successful Let’s Talk Coffee conference in 2012. He previously worked at the Coffee Quality Institute (CQI) and the Specialty Coffee Association of America (SCAA). David is a trained cupper and has served as barista judge in national and international competitions. He speaks Spanish, English, Italian, French, and Portuguese.

Mario Arroyo (Costa Rica)

Promotion Director
Cafe de Costa Rica

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Session 6
  • Speech Title : "Strengthening the Supply Chain: Building Relationships, Partnerships"
Detail Profile

Career

Promotion Director, Instituto del Café de Costa Rica, Café de Costa Rica® Univ. Udine, Master in Coffee Science and Economics “Ernesto Illy”, Italy Univ. Latina, MBA, Costa Rica Industrial Engineer, Univ. Internac. Américas, Costa Rica

Profile

He started on the professional world at age eighteen. Marketing, logistics, international commerce, have been some areas in which he has been involve in the past 21 years. Today, he is Promotion Director at the Costa Rican Coffee Institute (ICAFE), and oversees programs for national coffee consumption and international promotion of the Geographical Indication Café de Costa Rica® and, nearly in the future, the eight Origin Denominations of the producing zones.

Juliette Caulkins (United Kingdom)

Emerging Sustainable Markets Director
UTZ Certified

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Session 7
  • Speech Title : "Tracing Sustainability "
Detail Profile

As Director of Emerging Sustainable Markets at UTZ Certified, Juliette Caulkins is a key player in global efforts promoting social, environmental and economic needs for sustainable farming while driving consumer demand through advocacy. Working closely with some of the world's top brands and food manufacturers, Juliette's primary focus is to create long-term sector change and unlock market solutions to sustainable agriculture needs. Her passion is empowering people while creating social value with a goal towards economic viability. Her dedication to development and sustainable business takes her around the world, most recently to Australasia.

Based in Amsterdam, The Netherlands, Juliette's background includes 15 years in commercial, marketing, and leadership development roles at Nike, AKZO, MCC and IKEA.

Sugumar Raman (India)

Director of Operations - FLO-CERT GmbH
FLO-Cert

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Session 7
  • Speech Title : "Fair Trade Coffee Trading System and the Effect of Partnerships"
Detail Profile

Career

Director of Operations-FLO-CERT GmbH
Alumni of the Indian Institute of Management Bangalore (Management) & Bharathiar University, Coimbatore(Agriculture)

Profile

Mr. Raman has extensive experience in the Agri Sector, having worked in India & Africa managing a wide range of crops, from Tea, Coffee, Roses, Maize, Wheat etc. His exposure to the benefits of Fairtrade during his tenure in Africa, led him to choose Sustainability & Fairtrade Certification as his career path. Mr. Raman is currently the Director of Operations in FLO-CERT GmbH, having previously held the position of the Regional Manager Asia Pacific in the same organization.

Sarah Allen (The United States)

Editor/Co-founder
Barista Magazine

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Session 2
  • Speech Title : "What is the Constructive Way to Sustainable Development for Coffee Industry"
Detail Profile

Sarah Allen is the editor-in-chief and co-owner of Barista Magazine, an internationally-distributed business and educational journal for the specialty coffee industry founded in 2005. Sarah earned a Bachelors degree in English from the University of California in 1995, and went on to earn a Masters in journalism with honors and distinctions from the University of Oregon in 2000. She worked as a staff writer at daily newspapers-The Oakland Tribune in the San Francisco Bay Area (1995-1998), and The Oregonian (2000-2002) in Portland, Oregon-after which she accepted an editor position at Fresh Cup Magazine and began her career as a coffee journalist. Along with her partner Kenneth R. Olson, Sarah founded Barista Magazine in 2005, and it quickly rose to become the most well-read coffee publication in the world, and is today distributed in 80 countries, and has more than 10,000 paid subscribers. Sarah has delivered keynote speeches at coffee events in such locations as Paris, Tokyo, El Salvador, Brazil, Vancouver, B.C., San Francisco, and Boston. She is a regular speaker for the Specialty Coffee Association of Europe, Barista Nation, and other international coffee conferences. Sarah contributes on the topic of specialty coffee to The Wall Street Journal, The Guardian U.K., The San Francisco Chronicle, The New York Times Magazine, and The Los Angeles Times Magazine.

Bailey Manson (The United States)

Intelligentsia Coffee
Barista

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Session 1
  • Speech Title : "Deeper Understanding of Brewing and the Know-how & Technique to become a Global"
Detail Profile
  • Educator of Intelligentsia Coffee

Mr. Pete Licata (The United States)

Pete Licata Consulting, LLC
Founder

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Session 2
  • Speech Title : "A Journey to WBC"
Detail Profile

Pete Licata began his coffee career as a cafe barista in 2003. Late in 2004, after spending some time in a special training session with then World Barista Champion Tim Wendelboe, Pete had his first aspirations of competing. Throughout his competitive career he has taken part in 16 competitions at multiple levels, gaining 13 top 3 finishes and ultimately winning 8 of them. After winning the United States Barista Championship in 2011 with his “one man supply chain” presentation he went on to be runner up in the 2011 World Barista Championship. In the 2012 season he turned his attention to judging, with little intention of competing again. But after his experience judging, as well as traveling and gaining new perspective he decided to throw his hat in the ring one more time. In 2013 he returned to the scene determined to deliver his new message of partnership and trust within the supply chain, celebrating the individual roles of each set of hands along the way. Upon his second USBC win, he gratefully took the opportunity to share his message with the world and became the 2013 World Barista Champion.

While his roots are in the retail sector, Pete has gained experience at multiple levels in the supply chain. In his role as Quality Assurance Manager with Parisi coffee, he makes their green coffee purchasing decisions, influences roast development and assists in retail staff training and development.