Welcome to Seattle!

We look forward to welcoming the specialty coffee community to Seattle next week for the SCAA Expo and US Coffee Championships. Here is a sneak peek at what we have planned for the weekend – we hope you will join us!

Welcome Party

Welcome to Seattle! On Thursday April 24th, in partnership with 15 other Seattle-area coffee companies, we’re hosting a welcome bash from 8:00-12:00 at Von Trapp’s on Capitol Hill, just one mile from the convention center, following opening ceremonies for the show. Bring your SCAA badge for entrance. Stop by for food, drink, and bocce to celebrate your arrival in Seattle. More info on the event’s Facebook page.

Tradeshow Presence

Be sure to stop by our booth 3031 to see a host of roasters from around the US, as well as the newest additions to the La Marzocco USA product lineup: the La Marzocco Strada EE, the La Marzocco Vulcano Swift grinder, and the Mazzer Kold grinder. Look for details about the roasters who will be joining us for the “True Artisan Café” in a blog post next week. The tradeshow floor is open Friday and Saturday 11:00-5:30, and Sunday 11:00-4:00.

Skybridge Cafe

If you’re heading to the US Coffee Championships, be sure to visit the Skybridge Café, produced in partnership with Kalita USA, Marco, Baratza, Prima Coffee, and Global Customized Water. In addition to picking up a delicious coffee prepared by one of the roasting companies on bar, guests can receive one-on-one guidance to prepare their own espresso beverages on a fleet of customized La Marzocco GS/3 espresso machines. The Skybridge Café will be open Thursday-Saturday 8:00-5:00 and Sunday 8:00-4:00.

SCAA Lectures

Members of the La Marzocco USA team will be presenting a number of lectures at the show. Be sure to catch one or all of them:

  • Friday April 25th 9:00-10:15am, room 3A, CEO of La Marzocco International, Kent Bakke, will participate in a panel discussion on “The Evolution of Espresso Machines.”
  • Friday April 25th 10:30-11:45am, room 3A, Scott Callender, Senior Marketing Manager at La Marzocco USA will participate in a panel discussion titled “Capitalizing on Coffee at Home: Build Your Business by Supporting the Growing Interest in Specialty Coffee at Home.” Other panelists include Mark Hellweg of Clive Coffee, Nicholas Cho of Wrecking Ball Coffee Roasters, and Colby Barr of Verve Coffee Roasters.
  • Saturday April 26th 9:00-10:15, room 3A, Whitney Cornell, Marketing Director at La Marzocco USA presents “When Sparks Fly! Connecting With Your Customer, From First Impression to Lasting Relationship.”

Finally, if you have a chance to get out and about in Seattle during your stay, do stop by La Marzocco USA headquarters in the Ballard neighborhood of Seattle. Our showroom and learning lab will be open for visitors Monday-Friday 9:00-5:00 (we will not be open on Saturday or Sunday, April 26th or 27th).

We look forward to seeing you, and to a great weekend celebrating our specialty coffee community.

La Marzocco to Be Exclusive Espresso Equipment at the Coffee Experience TED2013

Seattle, WA (January 31, 2013) -La Marzocco USA, based in Seattle, Washington, is honored to once again support TED2013 and the Specialty Coffee Association of America (SCAA) and its Guilds by providing all of the espresso equipment for the Coffee Experience at this year’s conferences. The Coffee Experience installation will be set on TED campus Long Beach as well as TEDActive in Palm Springs, both taking place February 25-March 1, 2013. TED is a nonprofit devoted to Ideas Worth Spreading. Started in 1984, the conference brings together people from three worlds: Technology, Entertainment and Design.

La Marzocco will be providing nine different espresso machines, multiple Mazzer grinders as well as Marco precision hot water delivery systems at TED this year. This is the largest annual equipment showcase for the company, second only to SCAA’s Exposition, The Event, which takes place annually in April.

SCAA’s goal is to provide over 3,000 TED and TEDActive attendees a deeper experience of coffee delivering the caffeine that fuels conversations along with insights about coffee’s role as a culinary treasure and unique economic web that connects farmers, artisans, and coffee lovers all over the world. In addition to the Barista Guild bringing in 38 of the best coffee professionals from around the world to lead the experience, and actual service of coffee bars throughout the campuses, there will also be a slow bar where attendees may work hands-on with La Marzocco espresso machines and with one-on-one guidance from a Barista Guild representative to prepare an espresso beverage. There will also be heavy emphasis on sharing stories with TED attendees to grow their understanding of the world of specialty coffee: the processes that contribute to the finished cup; the economic web of coffee as an important world commodity.

Bringing these stories to the consumer is a key focus for La Marzocco; the company is honored to participate and help provide the finest technology and tools to help facilitate the learning experience for TED attendees. La Marzocco finds it important and exciting that TED attendees this year will be able to work directly on their machines and equipment. “TED is such a unique experiential learning opportunity. In our past participation we’ve found that attendees are curious and hungry to learn more about coffee and the equipment used to prepare coffee. We look forward to providing that experience again in 2013,” says Kent Bakke, CEO of La Marzocco International.

TED, SCAA and La Marzocco share the same business value of collaboration and dissemination of knowledge and skill. This important program being offered at TED will help reinforce the idea of relationships between farmers, artisans and coffee lovers across the world.

TED and TEDActive run from February 25-March 1, 2013. For more information on TED, go to www.TED.com

 

About La Marzocco

Named after the symbol of Florence, Italy – the lion – La Marzocco has been the leader in espresso machine innovations since 1927 – with the first dual boiler, the first saturated grouphead, the first commercial use of PID controllers, and the first to introduce fully programmable pressure profiling. All La Marzocco espresso machines are assembled by hand in Florence, Italy. Since the 1980’s, La Marzocco has helped to build the specialty coffee community into the robust, quality-driven industry it is today. La Marzocco USA, based in Seattle, WA, distributes La Marzocco, Marco, and Mazzer coffee equipment, offering sales, technical support, training, and highest level of customer satisfaction one can expect from the industry leader. www.larmarzoccousa.com  @lamarzocco

About  SCAA
The Specialty Coffee Association of America (SCAA), is a non-profit trade organization and the world recognized leader in coffee knowledge development. With over 9,000 members located in more than 40 countries, including member companies and their employees, SCAA members represent every segment of the specialty coffee industry, including producers, roasters, importers/exporters, retailers, manufacturers, baristas and other industry professionals. For over 30 years, the SCAA has been dedicated to creating a vibrant specialty coffee community, recognizing, developing and promoting specialty coffee by setting and maintaining quality standards for the industry; conducting research on coffee consumption, brewing and perfection of craft; and providing education, training, resources and business services for its members. Visit www.scaa.org. @specialtycoffee

For La Marzocco USA press inquiries, please contact Diana Bianchini, Di Moda Public Relations, 310.288.0077, diana@dimodapr.com .

###

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…

Coffee Common X NYC

From January 19th through 22nd, Coffee Common held their first public event in North America at A Startup Store in Chelsea. A selection of the world’s best baristas gathered to make delicious coffee and help people understand how they can too. Demand for quality coffee is on the rise, but a market filled with strange devices and alien vernacular can sometimes be intimidating. Read more…

Uber Grinder: What It Is & What It Isn’t

Continuing on in our Pulitzer-qualifying “What It Is & What It Isn’t” series, covering some of our newer, lesser known products, we continue on with the Marco Uber Grinder.

 

Grinding hotness
What is the Uber Grinder?

With the delicious madness that is manual brewing sweeping the land of specialty coffee, there hasn’t been quite a performance driven grinder to match the level of thought and input that manual brewing requires. This is quite worrisome, as you spend 3-5 minutes (or more!) on a preparing a single cup of brewed coffee to only result in maddening quality variance, over/underextraction, and, above all, a sub par cup of coffee.

As part of Marco’s UBER PROJECT (a continuous endeavor to pursue the very best in coffee equipment), the Uber Grinder is designed to achieve what’s technologically and practically possible in grinding for manual brewing. Marco’s main focus is the burr set, which provides the key to an incredibly narrow grind particle distribution curve that results in maximized clarity in the cup. The Uber Grinder burrs feature:

  • Magnets to hold it in place (instead of screws, which their screw holes would trap coffee grinds)
  • Custom profile optimized for 750-800 microns
  • Optimized glass pearl blasting
  • Titanium plating

How the Uber Grinder works

Properly BREWED coffee is a function of an appropriate amount of coffee surface area exposed to hot water and time. Done correctly and you get 18-22% extraction (percent of coffee mass removed from coffee grounds) with 1.15-1.55% brew strength (concentration of coffee solubles in brewed coffee), depending on your preference. Grinding is a critical link in this equation in that it determines the total surface area of the coffee being exposed to the hot water. The finer the grind, the more the surface area, and the more the extraction. The coarser the grind, the less the surface area, and the less the extraction. From here on, it gets a bit more complicated.

Different burr designs – blade, flat, conical, roller – result in different shape of the grind. Unless you have an electron microscope, the shape is probably not as big of a concern for most practical applications. What is of greater concern is the uniformity of the grinds – that is, the consistency of the grind sizes. This is translated into particle size distribution, expressed in sieve sizes, microns, or, most pragmatically, particle size distribution graph.

 

Uber Grinder’s particle size distribution chart (in RED).

There are two predominant methods in coffee to analyze particle size distribution. One is with lasers and obviously more restricted to a dedicated lab setting. You get a nice graph seen above. The other is with sieves. There’s Ro-Tap but, due to its exorbitantly high cost, very few are frequently used in the coffee industry. Then there’s the mini grind sizer from coffeechemistry.com, a hand-shaken portable sieve set great for everyday use. Not only can it help you to brew a better cup of coffee, you can also shake and dance around in the process of doing so.

Coffee grind sizerCoffee grind sizer

The key to proper extraction in BREWED coffee is grind uniformity. For manual brew, the optimal grind size is around 800 microns. If you have a less uniform batch of grinds, the smaller grind size portion of it will be overextracted (resulting in bitterness) while the larger grind size portion will be underextracted (resulting in peanutty, grassy tastes). All else being equal, a more uniform grind will produce a cup with more clarity and more representative of the coffee being used. The ideal shape of a particle size distribution graph for brewed coffee would be one that’s very tall and narrow.

(The exception here if grinding for ESPRESSO. The ideal espresso grind needs the tiny grind fragments (fines) in addition to larger grinds in order to produce the necessary pressure and solubles. The resulting particle size distribution graph would exhibit either a slant towards the finer side, or multiple peaks.)

Uber Grinder burr (in BLUE) vs. a typical cast burr (in RED)

Compared to common drip coffee grinders, the result is something you can literally taste. The difference in particle size distribution can be clearly seen in the contrasting lines in the above graph.

Pros

  • Incredibly uniform and consistent grind particles
  • Fast grinding
  • Near zero residual grinds in housing
  • Easy chute cleaning tapper
  • 110V

Cons

  • No programmable timer
  • 1.6lb hopper (good if you use different coffees cup to cup but not so if you just want one)

Conclusion

First of all, stop using Robur or Kony E’s for drip brewing! They are designed for espresso! Second, Uber Grinder is excellent for drip coffee grinding, particularly for single cup brewing applications. If you focus so much on sourcing the best and the latest coffees to feature at your bar, why let something as simple as grinding mess it up?

The Uber Grinder may command a price premium over typical retail coffee grinders but considering the consistency and additional quality in the cup you can achieve, it may be well worth your consideration.

UBER BOILER: What It Is & What It Isn’t

The Uber Boiler is part of Marco’s “UBER PROJECT“, a continuous endeavor to pursue the very best in coffee equipment. Whereas typical products go through the standard product development cycle – research, concept, develop, test, and launch – the Uber Project inherently loops itself indefinitely. As we speak, Marco has the next generation in development. Read more…

Marco is Here!

UPDATED 10/21: The Uber Grinder is 110V

La Marzocco USA is excited to introduce Marco and their advanced line of coffee equipment to the USA!

Uber Boiler – You probably have heard of it before. It is the result of an engineering collaboration between James Hoffman, Anette Moldvaer, Stephen Morrissey, and Marco – a precise water delivery system designed to deliver exact volumes of water at exact temperatures to meet the needs of uncompromising manual coffee brewing. When Hoffman’s Penny University opened, it was the only piece of brewing equipment used. Download brochure here.

Uber Grinder – The other product in Marco’s Uber Project and a result of collaboration between Marco and Mahlkonig. It has the body of a Mahlkonig Tanzania but with a proprietary, unique burr set that produces an amazingly narrow grind particle distribution curve. Download brochure here (UPDATED: the Uber Grinder is 110V).

Ecosmart 10L – An electronically controlled, insulated hot water tower with a digital temperature display and programmable features. Unlike typical hot water towers that immediately displaces every cup of hot water you use with incoming cold water and thereby lowering the temperature of the entire vessel, the Ecosmart prioritizes temperature stability by controlling when and how much cold water can enter. Also features an “Ecomode” for saving energy use during off peak hours. Download brochure here.

Ecoboiler 5L and 10L – Same as Ecosmart but no digital display. Insulated and made with 95% recyclable materials. “Ecomode” available on 10L model only. Same brochure as Ecosmart.

La Marzocco USA is Marco’s exclusive distributor in the USA and can sell to Canada as well. Visit La Marzocco USA’s booth (#625, 627, right next to Barista Magazine and Espresso Parts) at Coffee Fest Seattle!

Courtesy of Marco:

Archives

Flickr

Categories