SCAA Seeks ''Coffee of the Year''

Specialty Coffee Association of America Pursues World's Best
Coffee at 2008 Roasters Guild Coffee of the Year Competition, May 3 -
5, Minneapolis, Minn.
LONG BEACH, Calif.--(Business Wire)--
The Specialty Coffee Association of America (SCAA), the world's
largest coffee trade association, is on an international quest for the
best coffee of the year during the upcoming 2008 Roasters Guild Coffee
of the Year Competition. Expert SCAA cuppers will evaluate and rank
the world's finest specialty coffees. More than 120 producers
throughout the globe will compete in the prestigious annual event
(formerly known as the Cupping Pavilion Competition) for an
opportunity to earn a Gold Award for producing the world's best
specialty coffee.

Producers finishing second and third in the event take home Silver
and Bronze Awards. The three-day competition begins on May 3 at SCAA's
20th Annual Conference & Exhibition in Minneapolis, Minn. Judges will
determine the winner of the event after the final cupping, or tasting,
on May 5.

More than 30 experienced judges choose the winning coffee by
cupping or thoroughly evaluating the sensory attributes of each coffee
sample entered in the competition. The judges specifically assess the
distinctive qualities of the coffee samples, including: fragrance,
aroma, taste, flavor, aftertaste and body.

Cupping is a systematic method of evaluating the aroma and taste
of coffee and is used by growers, buyers and roasters to evaluate the
quality and flavor profile of coffee. To properly gauge the taste of
the hot beverage, the judges slurp and swirl a soupspoon-sized portion
evenly over their palate, then spit out the sample without swallowing.
By saturating as many sensory nerves as possible, cupping participants
are better able to evaluate a coffee sample.

The winner of the last three competitions, Panama coffee producer
Hacienda La Esmeralda, competes again this year, vying against
contenders representing a geographically diverse range of coffees.

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Coffee of the Year Competition Schedule:

Saturday, May 3: Round One, 9 a.m. - 5 p.m.
Sunday, May 4: Round One cont., 9 a.m. - 5 p.m.
Monday, May 5: Finals, 9 a.m. - 12 p.m.; Awards ceremony, 1-1:30 p.m.
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The Coffee of the Year Competition is just one of the many
highlights at SCAA's 20th Annual Conference & Exhibition. As the
industry's premier coffee event, the conference features in-depth
educational sessions, hundreds of exhibit booths, a keynote
presentation from Michael Shuman, author of "The Small-Mart
Revolution," and the United States Barista Championship.

In accord with SCAA's mission of promoting sustainability in the
specialty coffee industry, the association has created a carbon
neutrality program to help offset emissions related to conference
travel, lodging and energy consumption. Conference attendees will pay
a small tariff to participate in the program. The funds collected will
be donated to sustainable agroforestry non-profit organization, Trees
for the Future, for the purchasing and planting of new trees. SCAA and
specialty coffee importer, Sustainable Harvest representatives will
provide oversight on funding the project.

Complete details for SCAA's 20th Annual Conference & Exhibition
are available at http://conference.scaa.org/. For a copy of the
conference brochure, call 562-624-4100 or e-mail coffee@scaa.org.

About the SCAA

Celebrating 26 years of success, SCAA is the world's largest
coffee trade association. SCAA members are located in more than 40
countries and represent every segment of the specialty coffee
industry, from coffee growers to coffee roasters and retailers. The
SCAA's mission is to be the recognized authority on specialty coffee,
providing a common forum for the development and promotion of coffee
excellence and sustainability. The SCAA's dedication to excellence in
coffee is realized through the setting of quality standards for the
industry; conducting research on coffee, equipment and perfection of
craft; and providing education, training, resources and business
services for members. The SCAA's annual conference is held in a
different U.S. city each year and is the coffee industry's largest
gathering and exhibition.

Note to Editor: Press registration is online at:
http://conference.scaa.org/. Interviews with Coffee of the Year
Competition contestants and judges before, during and after the event
are available. Photos of the competition will be attainable upon
conclusion of the competition. Images of last year's event are
currently attainable upon request.

Specialty Coffee Association of America
Rick Havacko, 562-624-4100
rhavacko@scaa.org

Copyright Business Wire 2008