by Carlo Odello
Trainer and member of the board of the International Institute of Coffee Tasters
This year, the International Institute of Coffee Tasters is organising the fourth edition of ‘International Coffee Tasting 2012’, the only international competition among coffees. I have been working as a member of this Institute board of directors for years and I am proud to say that this is maybe the most important event of the association. It is an honour to work organizing it and, honestly, it is also a pleasure to be able to propose this showcase to coffee roasters from all around the world. There are some very good reasons for taking part to this event.
The first one: International Coffee Tasting is truly the only event which focuses on the preparation of coffee. There are other excellent events dealing with the coffee beans, others the baristas, other more or less original preparation methods. On the contrary, we focus our attention on the coffee for the market: the coffee which will be really used by baristas or by coffee lovers at home, in pods and capsules. Who wins the competition, wins the challenge of the market.
The second one: from this year, all winners are involved in the open-day the International Institute of Coffee Tasters will organise in 2013, the year of its 20th anniversary. A day in which all the winning products will be showed to the press and opinion-leaders. This extra visibility is combined with that already achieved by press releases, publishing the winners them on our website and, most importantly, by using the winner’s logo on the coffee bags.
Briefly, International Coffee Tasting 2012 is a competition among the coffees everyone of us can find on the real market, pointing spotlights on the best. We are not making anything up: in the wine world competitions are on the agenda, the big ones have thousands of participants. The returns for wine companies are unbelievable: winning a competition supports the trade policy in an excellent way, it represents an edge over all the others.
In the last three editions, we have helped winners in this very way: to highlight themselves and provide their customers another good reason to buy their products.
Please, find the participation form to International Coffee Tasting 2012 at: