Aroma a Washout in more ways than one

admin · July 2004

Have just got back from this year's Aroma Festival at the Rocks and what a disappointing affair it was...

Apart from the poor crowds (presumably kept away by the weather) was an unprecedented amount of exhibitor unrest at the way the organising body - the Sydney Harbour Foreshore Authority - rode roughshod over the rights of a number of exhibitors - whether roasters or coffee machine manufacturers. All in all, a very disappointing day.

Question: what was the feedback from those of you who attended? Does the Aroma Festival still fulfil it's original objective of providing a forum for the consumer to get in touch with the small local coffee roaster industry?

Admin.

Unknown · July 2004

I was there - and there is no doubt the day was stuffed because of the weather. APparently the first time it has rained on the day, ever. I feel sorry for the little guys who wanted an event to get recognition - the only person to do well was the coffee company selling the wet weather ponchos. You cant blame the organisers - you know they are arrogant and have tough rules when you start dealing with them. Our company was knocked back when i tried to get a stand - boy, am i pleased. Doug

Reschsmooth · July 2004

I think the real winners were the larger companies who had sample bags, and offered sales of equipment. The rain obviously had an impact on people outside, and I believe that the overall set up does not assist interaction between the consumer and the local coffee roaster. It's great to see people become more interested in setting up home espresso machines and all, but there appeared to be little in terms of how to actually purchase, store, etc good fresh coffee. Ironically, the best coffee I had on the day was produced by the chap demonstrating the Giotto inside. Beautifully textured, silky milk. Outside, I had ordered a double espresso from one of the better known Sydney roasters (no names mentioned) which did taste a bit like very very strong instant. Perhaps the weather and setup had a lot to do with it. ;D P

Gonzo · July 2004

realistically... what can you possibly do with a "festival" that is nothing more than a bunch of cafe stalls set up side by side...except that they weren't which made for a very sparse looking set up....it would be better to have them all set up around the square, it might look like a smaller show, but would look much better, the more people you have in the space the more action it looks like there is ( even if there isn't)....how many cups of coffee can a punter keep down....how many coffee companies does it take for the public to finally realise that, it's only a smidgin of coffee plus a whole lotta marketing and image building...they all can buy coffee beans from the same places you know. The weather had nothing to do with it, the "festival" has to be able to stand on its own, and I dont think it offered anything to anyone other than the most naive punters. The weather just made it more obvious by cutting down on the number of lookers. Honestly, those that have given great reviews of previous years Aroma festivals, even coming from overseas and interstate....would you really? The singularly most disgusting thing I saw on the day was a so called "barista" with filthy hands "texturing" and pouring milk into coffee. I wouldn't put the cup to my mouth if it had been a coffee for me. He was from one of the highest profile cafes, and one that occasionally gets mentions in this forum. Reschmooth...if you want to taste a good espresso you do not need to order double strength. The double strength will mask that which you you are trying to judge...and in the case of companies favouring some types of coffess over others, could lead to just such a flavour as you have decribed. Javanese coffees (amongst others) have this effect...and double strength is not what is intended by the originators of the espresso thing. G.

Reschsmooth · July 2004

Gonzo - I didn't mention it originally (given previous comments on this forum about doing so), but I had in fact ordered a double ristretto because I like the additional strength in flavour compared to a single or double espresso. Now, whether it be because of weather, conditions, set ups or whatever else, it disappointed. Anyway, this forum thread is not to debate about whether a DR should taste like this or that, or my judgement was flawed or whatever. My real question is: what is the stated aim of Aroma? As a day in the Rocks, enjoying coffee in one of the best locations in Sydney? Or is it designed to attract people to better coffee out and at home? Patrick

Gonzo · July 2004

I think the organisers should answer this but it looks as though the original intention was for it to exist to showcase smaller roasters. This is an admirable brief, but I am not sure that presenting themselves as cafes to serve espresso is the way that it should be being done. Roasting coffee for espresso is just one part of the act of being a coffee roaster. Too much emphasis on espresso...in my honest opinion...just turns all the stallholders into a bunch of cafes...which they are not, during the normal course of their working day...They are about roasting all these wonderful and different types of coffee for you to try, ie coffee tasting in the true sense. So how do you showcase a small coffee roasting business? My comments about double strength should not be seen as somehow having a dig...it's just a fact of life that if you brew double strength, with the strongest method of brewing known to man at the moment (espresso), with some styles of blend using some particular types of coffee, that you can wreak havoc on the palate. The roasters should know this and in terms of producing espresso style blends, should keep away from certain types of coffee (except if they are in a market where that type of coffee is acepted). So in essence I wonder if this means that the roaster from whose stand you ordered the offending coffee, is not doing a very good job? And therefore I wonder if the Aroma Festival has successfully showcased a roaster to you as someone from whom you should not buy coffee beans because they dont actually know what they're doing...so the system worked? G.

john · July 2004

I am not sure about the objectives of the festival. It seemed to be all over the place. The hottest selling object was obviously the coffee company branded rain poncho. Wonder if they sold more ponchos than coffee? I had an interesting day wandering about with my wife. We were there for most of the day. Out of about 8 coffees sampled there was only one undrinkable. The milk was burnt beyond!! Apart from needing some exercise, we went for a number of commercial related reasons. We got what we wanted. I do not think it is looking too good for 2005. The industry is in in desperate need of a trade show and forum that devotes time for the industry and separate time for the public. The Aroma Festival is not it. JD

Reschsmooth · July 2004

Fair 'nuff. Interestingly, this roaster is well known (amongst 'coffee geeks') and has a good reputation. I wonder, however, why the Festival should only showcase roasters, rather than cafes as well?

FreshCoffee2 · July 2004

Hi Patrick, coffee can be quite a subjective thing. This is despite the obvious differences between what is good and what is not ( notice I didnt use the words "good and bad quality"). Dont overlook the incredible power that your mind plays in telling you that a flavour you are not familiar with is not good. What I am trying to say is, you become very familiar with what you normally drink and you compare other coffees to that. Something might be "good", but is not your aquired taste and therefore there is every chance you will not like it. That's great for the roaster of your usual blend! All the action was in the terminal with the coffee machines, this was probably helped by the rain. I am amazed at how the name brands will stop at nothing to feed the public frenzy over more and more varied coffee making appliances. This is the "lifestyle" thing, and the public will swallow it hook line and sinker. Who is going to repair all these gismos when they require service (with some of them, sooner rather than later). Like John however, I did get what I wanted out of it. Mind you, I didnt actually know what I wanted to get out of it when I went, just went along for the ride. That bit of networking with industry colleagues did the trick. You always come away with something. Where were you and John at the allocated time and lunch place? The rest of us had a nice lunch and a couple of ales (note, not coffee)! FC.

Reschsmooth · July 2004

I accept your point, FC, but I believe I have learnt what may taste like a variation (blend, roast, etc) of coffee used to make an espresso, but think I can also tell what is the 'wrong' method or process of extraction based on taste (perhaps I am just writing too many tickets on myself). By the time you kids had descended onto the Lowenbreau Keller (for some nice Franziskaner Dunkel, I presume), we had already left. By the way, Admin, is this a record for deviating away from the original topic? ;D P

FreshCoffee2 · July 2004

Ok so you know you've gone mad when you appear to be answering your own post but in reply to a private email from John I thought it might be amusing to answer here. I did have lunch with Admin and others at the Lowenbraw Keller, meeting up outside around 1.05pm yesterday. The person at the door said there was a 10 minute wait for a table, but Admin got us in immediately under false pretences by telling her that we were joining a party of people that had already gained entry (how were we to know if they were in there or not if they wouldn't let us in to have a look?). A legitimate scam I think. Unfortunately we recognized no one (where were all the "I am a member of the Crema Forum and love it" T Shirts?) but by that stage we were in and grabbed a table anyway. Admin then proceeded to try and get the waitresses attention by speaking to her in German as she strode by, she ignored us and kept walking, and later we found out she was Dutch! No wonder he got the cold shoulder, and I am not talking language barrier. If you want to have lunch and a drink (please, no coffee)with a decent crowd, meet up at the next coffee show thing. It might have been a washout outside, but it wasn't at the Crema Forum meet. Cheers, FC.

FreshCoffee2 · July 2004

"Franziskaner Dunkel" you say? I dont know what it was but it was mighty fine. Some kind of dark thick soup with sausage, someone else's recommendation. And the lowenbraw wasn't bad either. FC.

admin · July 2004

Actually Patrick, seeing as I was enjoying a Lowenbrau or three I really can't complain about you deviating from the topic...and for the record FC, the particular waitress chased after me as I left and begged me to marry her... Anyway, while you've all been postulating your admin. has been busy working and after much frustration, I have managed to get some shots of the day posted under the 'Events' section on the Cafe Scene website: http://cafescene.sitesuite.ws/page/events1.html Cheers -Admin PS there's actually nothing wrong with postulating - actually i'm going to contact Gary Try (the original organiser of Aroma) for his view as to the objectives of the event, when he was running it.

Reschsmooth · July 2004

FC, Franziskaner (spelling may be wrong) Dunkel, is a dark wheat lager - very very nice......dunkel is German for dark, and Franziskaner is german for, well, Franziskaner, I guess. And Admin, I wonder who Mrs Admin would take to you carousing with Dutch waitresses (was it the tall blonde one?) in a German restaurant! P

pab · July 2004

Just don't mention the war!!! I enjoyed a cold wintery day at home with my new baby boy watching the much needed rain and the Swans replay!!!

Unknown · July 2004

The Aroma Festival was more than a Wash out >:( >:(It was Sell out !!!!! >:( >:( Can somebody please explain to me what a motor vehicle a juicer and a toaster have to do with coffee..? I understand the event like this has to be financially viable to ensure its continued existence. But I do not understand why these products were given preference over major coffee and coffee equipment suppliers as major sponsors. I think it is time the organizers started to give some support back to the industry for the support we have given the festival over the past 5 years. With out the support of the coffee industry there would not be an Aroma Coffee Festival.

over_extracted · July 2004

Hi you all well what can i say the whole event was a wash out :-[

,but most disappointing was the bad coffee that i got from a couple of master companies,then again the chap selling the giotto machine made a lovely espreso for me and i was very impressed with the new nonno espresso coffee good to see that someone out west is doing it right.but iam over the festival its not about coffee anymore ,i think that the industry should put out their own show it would be so much better for everyone.no cars no juicers no just good coffee.see ya OE ;D

john · July 2004

OE You are right. The coffee industry is in desperate need of its own show. A trade only show alongside a domestic/public

FreshCoffee2 · July 2004

hi, OE, John & others. Depends on what you mean by a "trade show". The system for a coffee trade show is simply flawed no matter which way you look at it and it could turn out no different to the aroma show. ie, a bunch of stands all with espresso machines acting like cafes, making larteh's for anyone & everyone. This doesnt prove much I'm afraid. If I was a cafe owner trying to select a roaster supplier on the basis of this kind of thing I would have to select everyone, or no-one. How can you select a supplier on the basis of one espresso based driNK, WITH ALL THE ACCOMPANYING CLICHES, at A TRADE SHOW? OOPs there goes the caps lock. You cannot select a supplier on the basis of this unless you are extremely naive ( not tHAT there's anything wrong with being refreshingly naive in a business full of attitude and aggression). This subject is far too big for me to take on here, I'm jack of 5 page posts. As to showcasing yourself to the publ;ic, that's another and far easier matter, and that s what Aroma is about, isn't it? Someone else? Cheers, FC.

admin · July 2004

Hi John - thought i'd post a brief answer to your thought on the Crema Trade show idea. To be honest it's something i've thought of from time-to-time, and a number of people have suggested it to me.

john · July 2004

Admin I understand where you are coming from. Especially about spousal dependant. I think much of it comes back to another thread about the fragmented industry. There are now a number of coffee mags out there (another one about to start up). A number of B competitions. The industry is all over the place, going in a million different directions. The coffee industry participating in dribs and drabs at various shows. Maybe something could be done by starting an industry focus group! It should be open to the whole industry. The A's, the B's the L's, the V's et al. Without some of the bigger boys and girls involved, it will not go very far. Fresh By a trade type of show, I mean something where the coffee companies can display their goods and services. Not for the cafes to be there pumping out kofghay laties Roasters, equipment, packaging, milk etc. Something that would showcase the industry. That is there is a coffee industry, isn't there! JD

admin · July 2004

Thought I'd make this important post on behalf of one of the original organisers of Aroma; it makes interesting reading: 'Who else has watched what was a fantastic and visionary concept from SHFA just lose it's direction and soul? The original concept of the festival was to give local roasters an opportunity to raise their profile and give some exposure to the cafes in The Rocks. The hope being that people would then come back and make The Rocks a coffee destination. The first SHFA crew [Leanne & Jo] who put Aroma on the map balanced the commercial requirements with a real passion for making the festival a big event.

Reschsmooth · July 2004

I obviously don't know anything about the trade side of coffee, and there wanted to ask, with all due respect, is there a coffee industry at all? Based on previous forum threads (namely 'fragmented industry'), it appears that there are a number of small to large players in the coffee import/roasting/equipment trade/cafe style of business, but little organisation and therefore no industry. It appears the main problem is that there is more competition than cohesion to improve the perception of espresso and roasting in this country. I have seen this first hand in other areas where egos get in the way of development. One option (again which I have seen first hand) is for one or two big players to come in and buy production through to distribution and be done with it. Anyway, just a reaction to the trade comments I noticed. P

john · July 2004

Hey there Maybe if the Aroma gig was put together with a bit more gusto, a trade type of expo could be put on at the same time. Maybe even cover a full weekend or Sunday for the public and Monday for the trade. Maybe even a B competition. There's that word again) Just a thought 8) Maybe the Aroma organisers should sit down with a few within. Going on the comments from some of the exhibitors, many may not return next year. JD

FreshCoffee2 · July 2004

John, re your comment that many participants may not return next year. Trouble is, they themselves are also at fault. Are they roasters, or are they cafes. Would they please make up their minds whether the tool of their trade is a coffee roaster, or an espresso machine with all the other trappings that go with it. A roaster should be able to present itself with lots of great coffees. If you run an espresso machine, you are basically stuck with one type of coffee for convenience, and you are being judged on the capability of your operator. There is more to the coffee industry than an espresso machine, attitude, and "baristas". Is this the cafe industry, or the coffee industry? FC. FC.

john · July 2004

FC Fair comment JD

fad · July 2004

Actually Patrick, seeing as I was enjoying a Lowenbrau or three I really can't complain about you deviating from the topic...and for the record FC, the particular waitress chased after me as I left and begged me to marry her... Anyway, while you've all been postulating your admin. has been busy working and after much frustration, I have managed to get some shots of the day posted under the 'Events' section on the Cafe Scene website: http://cafescene.sitesuite.ws/page/events1.html

"Charles from ECM demonstrating the finer points of the Giotto" should really be "Charles from ECM watches Paul selling his Giottos for him" I had fun chatting with punters about coffee machines. The guys in the photo (4 of them) were from Adelaide. They picked me as a coffee geek from my caffeine t-shirt and we talked roasting for about 1/2 an hour. The coolest thing at the show was the keyring portafilters Charles had for buying customers. And helpers

Almost as cool was the Reg Barber tamper I got from a friend who is now selling them at his cafe. For more photos of the day: http://www.haddon.org/Images/Coffee/Rocks04/ Cheers Paul

john · July 2004

Did not see Paul 8) But saw ;D Charles slugging away trying to keep the punters informed and smiling. :o JD

Reschsmooth · July 2004

Hey, I was just upset that they didn't like my offer to buy a Giotto off them for $300 cash. '$300 for that, you must be mad' :o P ;D

fad · July 2004

Did not see Paul 8) But saw

FreshCoffee2 · July 2004

I get a lot of tyre kickers, but if you scare them away they NEVER buy anything off you in the long run, in fact they will be your worst enemies and will bag you around to all their frineds, some of whom might have also been interested to buy something from you. A classic case is one person that has been tyre kicking in my establishment for over 3 years, and every time he lands in there, he's there for atleast an hour without buying something. A month ago he came in and finally purchased a high end machine and grinder... about $2600.00 worth...one of our Diadema JUNIORS and a very good grinder, for himself and spouse. A stand holder is merely doing his job properly if he is still smiling at everyone at the end of the day, and it's not as hard to do as you think. In any case these events really are purpose held tyre kicking events for the general public. That's how they do their homework for their future purchase. Sure you might sell a small number of machines on the day, but it's the sales that come in as a result even up to a year later that you and the tyre kickers are there for. Keep Smiling (even in the face of adversity) FC.

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