Event details: Columbus and Detroit

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Earlier this week, we announced a new event series, which will take place in Columbus, Ohio on November 15 and in Detroit, MI on November 17.

Today, we’re excited to share a little bit more about the format for these events.

We’re also thrilled to announce that we will be partnering with our friends at Cafe Imports in both Columbus and Detroit.

We’ve put together a program that will enable people to come-and-go as they please, joining for the portions of the events that interest them the most.

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Morning & Early Afternoon – before 3pm

During the day, La Marzocco Home will be offering hands-on demonstrations, open house time, and barista basics classes for people who want to learn more about how to make great espresso at home. They’ll be sharing more about their agenda and the classes offered in the coming weeks.

Sign up for Espresso Basics Class – Columbus

Sign up for Espresso Basics Class – Detroit

Afternoon (3:00-6:00)

In the mid-afternoon, we’ll get started with presentations. Presentations will begin at 3:00 and conclude at 6:00, with six speakers presenting in each city. Our earlier blog post talked a bit about the format for these presentation.

If you have an idea and would like to apply to be a presenter, please tell us more about it in this application form.

Throughout the afternoon, Cafe Imports will be providing tastings of some of their fresh crop coffees, so make sure to stop by to see what’s new from their offerings.

Evening (6:00-7:30)

As the presentations wind down, we’ll be offering bites and beer for people to enjoy as we transition to live recorded sessions of the Café Imports Opposites Extract podcast. If you’re not already familiar with it, Opposites Extract is a weekly show featuring some of the brightest lights in the specialty coffee, aimed to raise different perspectives about various topics in the industry — but without raising blood pressures. The podcast follows a debate-club style format, with sides (pro/con) assigned by random coin toss, and co-hosts Joe Marrocco and Meister from Café Imports take turns facing off against a different guest debater each week. Like all great debates, the episodes don’t end with a win or loss, but hopefully with the continuation of a fresh and open-minded conversation. You won’t want to miss this live edition.

Later (7:30-9:00)

Stick around for the closing event – a BYOV (bring your own vessel) latte art battle to close the day. If you’d like to participate, be sure to bring along a vessel into which you will pour your latte art. There is only one rule: the vessel cannot be something you would normally eat or drink out of. So, no coffee cups, cereal bowls, etc. Prizes will be awarded for the top three finishers and/or whomever brings the most creative vessel!

To summarize, the schedule for each event will be as follows:

Daytime: La Marzocco Home classes and demonstrations
3:00-6:00 PM Presentations
3:00-6:00 PM Cafe Imports Fresh Crop Tastings
6:00-6:30 PM Happy (Half) Hour, with bites & beer
6:30-7:30 PM Opposites Extract Live
7:30-9:00 PM BYOV Latte Art Battle

Make sure you register to join us; there is no cost to attend, but space is limited.

For those considering joining us from areas outside of Columbus and Detroit, we are working to set up a group rate at hotels in the area. When we have more information on lodging, we will post it here, and on the Eventbrite registration pages linked below.

Columbus, Ohio – November 15, 2016
REGISTER HERE
The Vue
95 Liberty Street
Columbus, OH 43215

Hotel details: Fairfield Inn & Suites (near OSU campus) @ $137 per night. Deadline for booking is 10/31.

Detroit, MI – November 17, 2016
REGISTER HERE
Ladder 4 Detroit
3396 Vinewood
Detroit, MI 48208

Hotel details: Double Tree Suites. Deadline for special rate is now closed.

Strada EP

Thursday, January 15, 6PM

Stealth Coffee Systems

The majority of the espresso machines being used in the world today apply 9 bars (atmospheres) of pressure to the coffee as it is being brewed. Since the 1960’s, the pressure within the brewing process has usually been created by a rotary vane pump.

The rotary vane pump was a point of evolution in espresso technology. Prior to the rotary vane pump, espresso machines were commonly controlled by a piston lever, and before that, espresso machines brewed coffee with lower pressure, with almost no mechanical assistance. When the rotary vane pump was introduced, it allowed baristas to make coffee with just the flick of a switch.

As espresso machine technology has developed and changed over time, so has the beverage itself. Espresso started as a drink more similar to brewed coffee, then became more concentrated, and gained the gaseous foam we know as crema. As technology has continued to evolve, and more scientific study has been conducted about coffee, we are learning how to create various styles of espresso, introducing a variety of textures and flavor profiles.

Today’s baristas are far more aware of what goes into an espresso than the baristas of a few decades ago. Coffee origin, plant varieties, processing, and roasting all effect how a barista might approach turning coffee into espresso. Thus, it is the modern barista that has inspired the most recent espresso machine technology advances that are found in the La Marzocco Strada EP.

With the Strada EP, baristas are able to control all the variables of espresso extraction, including the stepless manipulation of pressure throughout the brewing process. We invite you to join us at Stealth Coffee Systems in Vancouver, British Columbia for an opportunity to explore and learn more about using pressure as a variable.

Thursday, January 15, 2015. 6PM

Stealth Coffee Systems

3727 2nd Ave Burnaby, BC V5C 3W6

  • Strada EP talk from Ryan Willbur
  • Explore multiple coffees with the Strada EP
  • Demo of the La Marzocco pressure profile editor
  • Pizza & beer!

Espresso: the Art of Extraction

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At La Marzocco, we’re passionate about both the tradition of espresso, and also the evolving nature of the craft of espresso. We’re fortunate to be part of the ongoing discussion, and to help share knowledge so that the preparation of great coffee can become more accessible to all.

Nearly two years ago we partnered with a small group of award-winning chefs, filmmakers, and engineers who were building a company around their commitment to inspiring creativity and encouraging expertise in the kitchen. ChefSteps was just getting started in their kitchen down the street from our office, in Seattle’s culinary heart, the Pike Place Market. Together, we knew that we could create exceptional coffee content.

The result was released this week. It is a first-of-its-kind, comprehensive class on all things espresso. Make no mistake: nothing like it exists on the Internet, or anywhere else. Beyond tons of tips and tricks for making espresso drinks, you’ll find all the inspiration you need to prepare espresso at home, order a great drink, buy equipment and beans, or find your new favorite café.

It’s available to all – for free – here.

This project was made possible by a large team, including Los Angeles-based business owner and barista Charles Babinski, who appears in the videos alongside La Marzocco Home Senior Marketing Manager Scott Callender.

This project is part of an ongoing La Marzocco initiative to help people experience great coffee at home. In the coming weeks we’ll be sharing more about La Marzocco Home. To be among the first to be notified about La Marzocco Home, visit home.lamarzoccousa.com

Noteworthy news coverage kicks off 2012

We’re honored that several local and national publications have recently profiled La Marzocco and our people.

In February CEO Kent Bakke was featured in the Seattle Times in a story detailing his contribution to the coffee community in Seattle and beyond. The Seattle Times profile was complemented by a company profile of La Marzocco on Gizmodo the same week. Read more…

Mid Atlantic/ North East Coffee Conference- MANE

Minded with mastery and no stranger to events Troy, of Cosmic Cup Coffee and Gerra, of New Harvest Coffee can add another successful gathering to their list of accomplishments.

Barista folk from all over the world gathered at a specialized 2 1/2 day event titled MANE.

According to attendees, speakers and a brief, lovely post from dear coffee i love you we’d like to offer a little recap.
With interviews from a short, but sweet DM twitter feed from an easy man to adore, Gwilym Davies and one of our very own attendee/instructor/all around cool guy, Scott Guglielmino.

Let’s start with the keynote speaker and 2009 World Barista Champion (apparently looking very good for his age according to the wikipedia definition, perhaps some shenanigans around his birth year). If you have met Gwilym you would agree he’s probably the most approachable person in the industry; kind, knowledgeable, and a professional learner. His keynote speech summed up felt a little something like this “we just don’t know much…and it’s time to drop the ego’s.” With an invitation like that you can imagine how the dynamic of a room can change opening up the lines of communication.

Scott G. (LM Solutions & specialized customer service tech.) came away with a similar feeling on the event. Scott spent his time doing what he does very well, explaining the intricate but very basic controls for finding great coffee; dose, grind, temperature. His message is the same whether he is here, abroad or at MANE, “…the correction extraction should also taste good.” (Thank you www.dearcoffeeiloveyou.com for that perfect quote). He is full of impactful one liners like that. Scott had another pretty inspiring moment that he put into these exact words,”The thirst for knowledge in the New England coffee community was refreshing.”

The event had great topics, full days of information sharing in an intimate layout which welcomed conversation and encouraged hands on learning.

Evenings were matched with a latte art competition, brew down event and what would be great fellowship leading into the wee hours of the morning.

Strada, lever machines and Marco boilers played supporting equipment roles in the production that attendees brag is the best coffee event to date!

An Espresso Analogy

So I came across an article titled What Happens During an Espresso Extractionby Erin Meister of Counter Culture Coffee and Nervous Cook. It’s an excellent primer for coffee newbies on what makes an espresso an espresso. But it’s this that caught my eye:

“Espresso sure is a complicated elixir for being so small. Like Barbara Stanwyck in Double Indemnity, a high-quality shot can be multilayered and complex: rich, sexy, sweet, but also fast and smooth—maybe even a little dangerous—with a hint of a bitter edge.”

I don’t know about you, but rich, sexy, sweet, fast, smooth, bitter, and dangerous is how I have my espresso everyday (especially the dangerous part, as it is my middle name as well). But Barbara Stanwyck and Double Indemnity? What the? Well, here’s the writeup according to Netflix:

“Smitten insurance man Walter Neff (Fred MacMurray) plots the perfect murder with femme fatale client Phyllis Dietrichson (Barbara Stanwyck): staging her husband’s “accidental” death to collect double indemnity on his life insurance and absconding with the loot. But before their scheme can pay off, the lethal duo must first get past a crafty claims investigator (Edward G. Robinson) who senses something isn’t kosher.”

While it does have a rating of 4.1 stars on Netflix, I wonder how many readers out there has even heard of this gem from 1944? Certainly not I. Erin, may I recommend this instead?

LM Out of the Box Coming to NYC

UPDATED INFO ON NEWEST POSTHERE

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

A Sneak Preview of SCAA New Products

Ok, this just can’t wait for two more weeks. Here’s a sneak peak of La Marzocco’s new iPad app!!This is the first iPad program to work in concert with the forthcoming Strada, controlling functions and parameters such as: time, temp, pressure, and cup profile. Yes, you get to edit and manage your desired cup profile and import it into the app as you wish. The built-in artificial intelligence, or “AI”, (co-developed by La Marzocco, Stanford, and Apple) takes the profile and automatically adjusts other parameters to replicate the profile in the resulting cup.

The app also has analytical tools to indicate: body (in viscosity measurements), spot TDS, and coffee origin (via a built-in DNA sequencer in the grouphead). Best of all, it has a pre-configured scoring system (also controlled by the AI) that analyzes the resulting espresso on the almighty God Shot scale (out of possible 10). I mean, how else would you know you’re drinking a God Shot if it wasn’t a computer with AI telling you so?

Since the recent development of this app, we’ve been just constantly amazed at the superb quality of espressos this tool is able to produce. Forget repeatability, the La Marzocco iPad app brings you the controls over parameters never before possible.

The La Marzocco app is also built to be on the bleeding edge of Apple technology. When future versions of the iPad comes out with a built-in camera, the app’s AI is already configured to immediately take advantage of that and it will know the barista via facial recognition and automatically brew up the barista’s favorite cup profile. Connect it to an additional external camera facing the cafe, and the AI will do the same with frequent customers.

Come see the demo at SCAA!

How to Chemex by Verve

Verve‘s Truby and Baca servin it up! La Marzocco”s picture book makes a cameo in the bg.

http://vimeo.com/8252380

Also featuring how to drink espressos in Santa Cruz:

http://vimeo.com/8284595

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