On September 10, NASCORE, the North American Specialty Coffee and Tea Retailers Exposition, celebrates its 10th anniversary at the Portland Convention Center in Portland, Oregon.

Over the years NASCORE has been held in Portland, San Francisco, Minneapolis and Secaucus, N.J., each show with its own flavor and tone. There have been blues bands, river cruises, salmon bakes, formal banquets and more celebratory events. But at its core NASCORE remains a place to share information about coffee and learn what it takes to succeed in specialty coffee retail.

This year the emphasis is on adding to your knowledge about profiting from other products besides coffee. The seminars, delivered by industry insiders, will teach you how to merchandise your shop, hold in-house tastings to draw in customers, win at guerrilla marketing, compete with major chains, train staff, negotiate leases-in short just about everything a retailer needs to know in order to get on top and stay there. Speakers include Bruce Milletto and Ed Arvidson of Bellissimo Coffee InfoGroup, Terry Davis of Ambex Roasters, Dr. Joseph John of Josuma Coffee, Mauro Cipolla of Caffe D'arte, Jennifer Peterson of Carnelian Rose Tea, and many more.

There are also useful seminars given by legal and financial experts that will help with the touchy aspects of wage negotiations, trademark regulations and gift cards.

Special presentations include films such as "The Passionate Harvest" by Bellissimo Coffee InfoGroup and "Improving the Lives of Coffee-Farming Families" by Coffee Kids, a panel of barista insiders giving tricks of the trade, and a coffee tasting facilitated by Batdorf & Bronson Coffee Roasters.

Tours are an important part of every NASCORE. This year's tours include the Boyd Coffee Company, a 104-year-old coffee success story; Tazo Tea, an innovator in sourcing, blending and branding; Portland Roasting, one of the nation's fastest growing progressive specialty coffee roasters whose Farm Friendly Direct program is changing the way roasters deal with origin farmers; and for those really interested in cutting-edge retail, the Tao of Tea. Owner Veerinder Chawla operates this unusual specialty teahouse business, where employees are schooled in Japanese, Chinese, Ceylonese, Indian and English brewing and serving traditions. Participants will visit his three completely distinct retail locations in different parts of the city, and learn how to successfully appeal to diverse niche markets.

Other new elements include hands-on barista training by Austin Gregory of the American Barista and Coffee School, barista workshops by the Seattle Barista Academy, and cuppings of Brazilian and El Salvadoran coffees that will help consumers and retailers learn more about these fascinating origins.

A high point of NASCORE is the Northwest Regional Barista Competition, the winner of which will go on to compete in Seattle for the national title at the United States Barista Championship.

Portland welcomes NASCORE visitors with predictable "Indian Summer" weather, historic hotels, notable restaurants and microbreweries, and renowned natural attractions such as the Columbia River Gorge and Mount Hood. Portland International Airport is served by all major carriers and selected international airlines. To register and to find out about participating hotels, please go to: www.nascore.net or call 800/548-0551. As a perennial perk, a drawing from among NASCORE visitors will be held for a free trip for two to Hawaii for the Kona Coffee Cultural Festival.

NASCORE is sponsored by Fresh Cup Magazine, the voice of the specialty beverage industry, bringing retailers the resources and expertise they need to flourish in specialty coffee.
   

New Book from Bellissimo!

Essential & Effective Marketing for the Specialty Coffee Retailer
by Bruce Milletto

Serving the best coffee in town won't help your business if no one knows about it! In Effective & Essential Marketing for the Specialty Coffee Retailer, Bruce Milletto gives you access to his vast knowledge of the specialty coffee industry and explains how thoughtful attention to promoting your business can mean the difference between becoming your community's "third place" and being in third place.

Effective marketing creates awareness of - and loyalty to - your brand in your community, even when the mega chains come to town. This book gives you the tools you need to use your passion for coffee and your distinct advantage as a local business to compete effectively against the corporate giants.

A successful marketing program doesn't have to be the brainchild of a highly trained professional. Nor do you need to throw big advertising dollars in front of potential customers with the hope they will stumble over them and into your store. With some expert guidance and your own commitment to success, you can develop a loyal clientele and outwit the competition.