scaa12-feat

SCAA Portland

Wow, we can hardly believe SCAA is almost here! Here are the details:

WHO/WHAT:

Specialty Coffee Association of America Exposition, La Marzocco exhibiting

WHEN:

4/20: 11-5:30pm

4/21: 11-5:30pm

4/22: 11-4pm

WHERE:

Booth #3101: Oregon Convention Center: 777 NE ML King Blvd. Portland, OR 97232

WHY:

Because we all like the opportunity to talk, taste, brew and compete with coffee!
Read more…

Roasted & Toasted

Of course we don’t mean to be a tease, but we are pretty excited for the Cuvee party coming up Saturday of  SCAA.  I mean, what more do you need – 20 taps, awesome event space (see link below) and most likely some pretty cool coffee geeks.

http://www.saintarnold.com/brewery/rentals.html

There will be 2 raffle items: a La Marzocco MP GS/3 and a Mahlkonig K30; proceeds benefiting Houston’s Ronald McDonald House.

The doors will close at 400 people, so “fashionably late” probably won’t work so well – see ya at 6:30.

 

Strada EP Special Edition

Ok the secret’s been out for a while now so here’s a sneak peek into the Strada EP Special Edition that will debut at SCAA Houston.

 

Beyond Electronic

The La Marzocco engineers did not stop at the jog wheel programming, quick temperature change, and real-time temperature, pressure, and chrono readouts. Thanks to feedback from leading baristas from around the world, the new Strada EP Special Edition is taking it to a whole new level.

 

Android Inside

With the near ubiquity of smartphones, the technology has surely trickled down. For the first time ever in the coffee industry, La Marzocco has incorporated a touch screen interface and Android operating system.

1 GHz proprietary ARM processor
8 GB internal memory
Android 2.4 Gingerbread (with custom user interface)
Mini audio jack out
USB 2.0
Wifi 802.11n
Pressure Profiling is Only The Beginning
A barista has more than pulling quality shots to worry about. What about the numerous emails that s/he must answer in the name of coffee quality? With Android, checking your Gmail is now possible. Through Gmail, it is also just as easy to transfer pressure profile settings from machine to machine.

 

Apps & More
Built in apps include Music, Messaging, Google Talk, and Marketplace. At SCAA launch, the graphical user interface for pressure profiling will be available as a companion app. New apps will soon follow.

Serrano Social Club GS/2

Tony’s christening the new Serrano Social Club GS/2 (with a mini bottle of Maker’s Mark)

SCAA last week marked the first time Tony’s new restored and souped up GS/2 was shown to the world (and to Tony). A creation of Espresso Parts’ customization arm, the GS/2 sports a gold-bronze color finish and a fully functional, old school variable pressure brewing mechanism. Best of all, it features a fancy tiara, right up Tony’s alley.

The “Serrano Social Club” tiara on the GS/2

This machine will be featured in Tony’s new cafe in Modesto, CA, opening sometime later this year (?).

Click here to see the full Flickr set by Espresso Parts.

What a Weekend! A Big Thanks to Everybody!

Large crowds at the La Marzocco booth at SCAA

The new Stradas were a huge hit at this year’s SCAA in Anaheim! Our booth was packed from hours before the show floor opened to after the floor has closed on all three days. Unfortunately, this also meant that I had no time at all to walk the show floor. Based on what people have been telling me, however, our booth was THE most popular booth at the show! Well, a big thanks to all who took the time and the patience to navigate the crowd and get a chance to play on the Stradas!

Tony showing his sign of love

Not only did we have the Strada, we had TWO!! The red Strada EP (electronic paddle) is the version that uses a proprietary variable speed pump to control pressure 0-14 bar, and has the ability to record and play back pressure profiles. The yellow Strada MP (mechanical paddle) features a modified version of the current mechanical paddle to allow mechanical control of pressure 0-9 bar.

This year’s SCAA was also a new experience for me – pulling thousands of shots on the yellow Strada MP – since I’ve never been a working barista before. Sure, I know all the proper techniques and got the palate to match. But it’s definitely something else to continuously pull shots while so many people are waiting for a drink, all the while I had to give an overview of the machine hundreds of times over. Perhaps the most nerve wrecking moments were when I had to pull shots for James Hoffman, Stephen Morrissey, Gwilym Davies, and Heather Perry’s parents. Good thing, Scott had the other machine (the red Strada EP) covered.

You can view a collection of pictures on our new Flickr site here.

La Marzocco Presents Party @ Intelligentsia LA

Strada Debut @SCAA

This is an informational preview of the Strada debut at SCAA. No, it’s not about the iPad app, though we do have something similar to that in the works. What will be shown are stage 3 prototypes of 2 models of Strada.

You can download the information here.


TOTAL CONTROL PLUS REAL PRESSURE PROFILING

Advancing espresso brewing technology to new frontiers, La Marzocco introduces the Strada, a new machine that allows the barista, for the first time, to have absolute and direct control of pressure throughout the extraction.

DESIGNED FOR & BY BARISTAS

Strada is the first espresso machine created with continuous design involvement by the La Marzocco Street Team, comprised of the world’s top baristas and barista champions, overseeing such topics as:

  • Machine design and ergonomics
  • Extraction and quality in the cup
  • Programmability and serviceability

Combined with La Marzocco’s industry leading engineering and 6 years of R&D, Strada is for the serious barista.

REAL PRESSURE PROFILING

Pressure profiling is able to bring out different flavor components to effect the balance and body of the shot, and tends to produce a rounder, softer espresso that highlights brightness, sweetness, and delicate notes.

Strada is the only espresso machine that gives the barista direct control of pressure at any point during an extraction. This opens up infinite possibilities for varying the quality of extraction and is the most exciting advancement in espresso machines today.

Strada can record and replay the desired pressure profiles indefinitely, a key feature that allows efficiency, quality, and consistency in a busy bar environment.

2 MODELS

Strada is a completely new platform from La Marzocco, available in two versions: Mechanical Paddle and Electronic Variable Pump.

Mechanical Paddle

Direct control of water flow and pressure mechanically via an internal valve, thus allowing pressure profiling.

 

Electronic Variable Pump

Precise progressive pressure control via proprietary gear pumps*. Programmable and repeatable pressure profiles for infinite possibilities.

FEATURES

Design

  • Engineered based on feedback from the La Marzocco Street Team, an elite group of the world’s top baristas and barista champions
  • Low machine profile and minimalistic design
  • Stainless steel body panels with exposed groups
  • Fully articulated, lever actuated steam wands
  • Cast aluminum side panel with glass inserts

Usability

  • All new, barista-friendly & ergonomic design
  • Real time actual brew pressure gauge per group
  • Paddle controls increasing or decreasing brew pressure at any point during the extraction from 0 to 12 bar
  • Wider drain tray with adjustable height
  • Back-lit gauges and displays

Tech

  • One pump, one pre-heater, one mix valve, one coffee boiler, one PID, and one real time brew pressure gauge PER GROUP
  • Paddle controlled motor speed for variable pressure*, programmable and infinitely repeatable
  • Jog wheel programming interface
  • Internally mounted pumps
  • ETL and NSF approved

[u/ all gone] Free SCAA Guest Passes!

Update: No more.

Yes, that’s right. We’re giving away free guest passes to our blog readers for the SCAA show next week in Anaheim! Each pass is good for two day of the show, and you can upgrade to include classes, etc.

Email info (at) lamarzoccousa.com while the passes last.

A Quick Post…

Been a bit behind on posting here. Not due to lack of topics but lack of time. Plenty of blogging ideas: pressure profiling experiments, data logging with modified Scace with a transducer, SO espresso tasting evaluation tool, etc. With the SCAA rapidly approaching in two weeks, there’s little time to do much else. All I can say is, definitely come check out our booth (#2477) at SCAA! There will be many surprises and eye candy!

Tuesday Night – Barista Round Table – Be There

Visions Espresso‘s Coffee Enhancement Lounge will be hosting round 3 of Barista Round Table, an interactive and highly involved forum for coffee professionals – managers, baristas, roasters, techs, et al. Wonderfully hosted by Sarah Dooley and Jared Mockli, the BRT is a means for all to come together, unencumbered, and simply geek out on all things coffee.

While some may argue that Seattle’s coffee scene has been lagging behind other progressive specialty coffee markets such as SF, NYC, and Portland, it does not necessarily represent all of us here in Seattle. Granted, there are indeed plenty of people (consumers and professionals alike) ok with the status quo of dark(er) roasted coffees or mysterious blends and defend tirelessly of Seattle’s “coffee city” repute. At the same time, however, there are also many of us that are actively working to further our understanding and appreciation of specialty coffee, collaborating with each other as well as many other leading establishments elsewhere. BRT is such a place where these people come together.

Perhaps it is a confluence of the economy, bad public policy, stagnant demand, a dash of complacency, and Seattle’s passive aggressive culture that have discouraged many progressive Third Wave cafes from opening up. Nonetheless, there are a handful of relatively new (within the past 1-2 years or so) and excellent places that are worthy of at least a visit by the most discerning amongst us.

  • Urban Coffee Lounge – Baristas Andrew and Laila came in 2nd and 3rd at 2010 NWRBC. Features Stumptown coffee prepared with care and precision.
  • Zoka Kirkland – Their new cafe is a daring departure, with two machines (one dedicated to single origin espressos) in a sexy urban setting.
  • Tougo Coffee – Serves Stumptown and Ritual (only place in Seattle!).
  • Dubsea Coffee – New cafe serving Stumptown coffee, bringing specialty coffee to an area of town (White Center) not previously accustomed to specialty coffee.
  • Stumptown Seattle – Always pushing the quality above all else, of course.
  • Makeda Coffee – Little shop in a sleepy neighborhood of Phinney Ridge, serving Seven Roasters coffee

This is not a comprehensive list of course (let’s not forget Aster, Trabant, and many more but keeping it short here to get to the point). Perhaps it is due to Seattle’s inherent culture of understatedness and avoidance of attracting attention to oneself that most of these establishments are not very well known (Zoka and Stumptown notwithstanding).

The point is, the BRT is a manifestation of the kind of progressive efforts a dedicated group of us in Seattle are actively pursuing. If you’re in town, this is your chance to geek out.

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