The Global Coffee Quality Research Initiative Congress Agenda

Norman Borlaug Institute for International Agriculture
123 Teague Building, Texas A&M University

College Station, Texas 77843-2477
Email: mjroman@ag.tamu.edu • Tel: 979-862-2036
The Global Coffee Quality Research Initiative

Congress Agenda
Goal of Congress: To provide a forum where the Specialty Coffee Industry’s top
leaders and thinkers will dialog with top coffee research scientists and development
specialists on supply and quality issues facing the industry.
Objective: To construct and fund a Global Coffee Quality Research Initiative to act as
the industry’s R&D department to improve, grow and protect the supply of specialty
coffees to the market.
Expected Outcomes:
1. To achieve shared clarity on the problem – a challenged supply of quality coffee and
a paucity of research related to coffee quality
2. To achieve shared clarity on the benefits of the Collaborative R & D model to

industry, and on GCQRI as a feasible solution to coffee's looming supply problems
3. To present and gather input on key components of the GCQRI model: the financing
mechanism, structure and governance, and research priorities
4. To expand industry involvement and identify clear next steps in the areas of: raising
awareness of the program; launching Temporary Task Forces around financing,
structure and governance, and research priorities; increasing GCQRI's funding base
and funding opportunities
Format:
Subject matter session speakers and participatory discussion sessions, which together
will lead to the expected outcomes above.
Dress:
Business casual.
GLOBAL COFFEE QUALITY RESEARCH INITIATIVE CONGRESS PAGE 1

Global Coffee Quality Research Initiative Congress Agenda

All Sessions will be held in Room 301, Rudder Tower
October 27-29, 2010 • Texas A&M University
Wednesday, October 27
7:45 am Meet Texas A&M student volunteers at LaSalle hotel lobby for
transportation to campus.
Registration and all sessions will be held in Room 301, Rudder Tower
8:00 am Registration
Session One: Opening, Welcome and Keynote address

Moderator: Dr. Edwin Price, Executive Director for the Norman Borlaug Institute for
International Agriculture
8:30 - 9:00 Welcome addresses

Dr. William Dugas, Associate Vice Chancellor for Agricultural Sciences & Associate Dean,
College of Agriculture and Life Sciences, Texas A&M University
Mr. Ric Rhinehart, Executive Director of the Specialty Coffee Association of America (SCAA)
9:00 - 9:45 Keynote address

Dr. Vincent Petiard, Executive Vice-President of Business Development for Natural Source
Genetics and former Director of the Plant Science and Technology Center for Nestle, L’Oreal,
and Syntheloabo
9:45 - 10:00 Coffee Break
Session Two: The Problem: Supply of Quality Coffee

10:00 - 10:30 General Arabica shortages, market trends (macro)
Ric Rhinehart, Executive Director of the SCAA
10:30 - 11:00 Specific tightening in quality markets, differentiation (micro)

Peter Giuliano, President of the SCAA

11:00 - 11:30 Insufficient understanding of the mechanisms affecting quality

coffee and measuring quality – and potential for GCQRI to address these
Tim Schilling, Director for Enterprise Development, Borlaug Institute
11:30 - 12:00 Example of how research has been effective in addressing other
commodities’ production and quality concerns
Dr. Gary Williams, Department of Agriculture Economics, Texas A&M University
12:00 - 13:00 Faculty Club Luncheon
Session Three: The Solution and the Vision

13:00 - 14:30 How we can address these issues, how GCQRI can support us – real
world issues and expectations
Facilitated small group discussions on collaborative research and the future of coffee
14:30 - 14:45 Coffee Break
Session Four: Understanding How Collaborative R&D Works

Moderator: Peter Giuliano, President of the SCAA
14:45 - 15:15 Industry-driven research priorities

Dr. Vincent Pétiard, Executive Vice-President of Business Development for Natural Source
Genetics and former Director of the Plant Science and Technology Center for Nestle, L’Oreal,
and Syntheloabo
15:15 - 15:45 Governance and structure

Dr. Edwin Price, Executive Director for the Norman Borlaug Institute for International
Agriculture
15:45 - 16:15 Financing: commodity check-off funding

Dr. John Nichols, Department of Agricultural Economics, Texas A&M University
16:15 - 17:00 Reactions and questions: Facilitated discussion to identify the group’s
key questions related to GCQRI; results of this discussion will inform Thursday
morning’s discussion groups.
18:00 – 18:30 Optional: Meet other participants at cocktail hour - La Salle Hotel Bar
(Welcoming remarks by Mr. Jason Bienski, Mayor, City of Bryan)
Dinner on your Own (Walk to restaurants in downtown Bryan)

Thursday, October 28
8:30 - 9:00 Opening, overview of objectives and agenda, recap of key questions
from yesterday: Peter Giuliano, President of the SCAA
Session One: Developing the Model for GCQRI

9:00 - 11:00 Focused discussions on key components of the GCQRI model
Participants will divide into three roughly even groups and choose to participate in two
successive discussion groups of approximately 60 minutes each.
Structure & Governance – Discussion leaders: Ben Pitts (Royal Cup), Ed Price (Borlaug
Institute)
Finance/Funding – Discussion leaders: Shawn Hamilton (Java City), Patrick Criteser
(CBI)
Determining Research Priorities – Discussion leaders: Lindsey Bolger (GMCR), Carlos
Brando (P&A Marketing), Peter Giuliano (Counter Culture)
Goal: To gather input on key elements of the GCQRI model, with the intention of
identifying what will make the model work well in specialty coffee
Materials: a fact sheet on each subject will be provided
11:00 - 11:15 Break
11:15 - 12:00 Moderated Panel by Small Group Discussion Leaders: “What We

Heard: Insights and Implications for the Governance, Financing and Determination of
Research Priorities for GCQRI”
12:00 - 13:00 Lunch at the University Club
Session Two: Identifying Research Projects
13:00 - 13:30 Potential research themes

Dr. Christophe Montagnon and Dr. Tim Schilling will provide background on potential
coffee “research themes” for 2011.
Mr. Carlos Brando will discuss partnership opportunities at origin – between origins, and
between origin and roasters.

13:30 – 15:30 Identifying coffee research projects: This interactive, facilitated

discussion will identify and roughly prioritize the research projects GCQRI will pursue –
to issue the “industry’s marching orders”
15:30 – 15:45 Coffee Break
Session Three: Moving Forward – What’s Next

Moderator: Ric Rhinehart, Executive Director of the SCAA
15:45 - 16:45 GCQRI Moving Forward – What’s Next
• Research: scope, funding and results – Dr. Ed Price (Borlaug Institute) and Ben
Pitts (Royal Cup)
• Communication and outreach – informing and involving more of the industry
• Developing GCQRI – use input of conference to finalize GCQRI in November
and December; launch pilot projects in January
• Opportunities to be involved: Temporary Task Forces – Structure/Governance,
Financing, Research Priorities
16:45 - 17:00 Close
19:00 - 21:00 Texas Dinner at the Brazos Cotton Exchange

Located next to LaSalle Hotel. Hosted by the Borlaug Institute.
21:00 Optional: Hall of Fame (Country Western dance hall)

Friday, October 29
8:30 - 8:45 Opening Reflections on Day Two, overview of today. Peter Giuliano,
President of the SCAA
Session One: Launching GCQRI

8:45 - 10:15 Launch and First Meetings of Temporary Task Forces (TTF)
(1) Structure/Governance
(2) Financing/Funding
(3) Research Priorities
TTF Chair will lead members in first meetings; develop 3-month plan to identify what
needs to be delivered, by when, by whom, to whom.
10:15 - 10:45 Coffee Talk: TTF report outs to large group by TTF leaders.
10:45 - 11:00 Appreciation and Close: Ric Rhinehart, Dr. Tim Schilling, Dr. Ed Price

Event Logistics
Dates: October 27-29, 2010
Venue: Texas A&M University: Rudder Tower Conference Center, Room 301
College Station, Texas 77843
Tel: 949-845-8904 (Hospitality & Events Office)
Transportation: College Station/Bryan is located about 1.5 hours north of Houston.

Transportation to and from the Houston International Airport (IAH) was coordinated by
the Congress organizer upon request for participants that provided their flight details.
Please contact the Ground Shuttle service to make sure your transportation
arrangements have been confirmed:
Ground Shuttle (http://groundshuttle.com/)

Tel 979-739-2836, (979) 739-2824 • Email: reservations@groundshuttle.com
COST: One-way transportation fees from the airport to your hotel is $30.98
each way. Please make sure you bring cash to pay the shuttle driver.
Pick up spot for the Ground Shuttle:

IN HOUSTON: At the Houston Airport: Go to Terminal C by the baggage
claim area and exit through the "Limousines" door. You will find a white
GroundShuttle van (15-passenger van) with GroundShuttle logo on the side.
IN COLLEGE STATION: At the Easterwood Airport main exit door or at your

hotel or Rudder Tower upon request. Please be ready 45 minutes before your
schedule departure time if staying at La Salle Hotel in Bryan, or 30 minutes
before at the Holiday Inn Express in College Station.
Lodging: Most participants have confirmed reservations at La Salle Hotel in Bryan,

Texas. Several others are staying at the Holiday Inn Express and Holiday Inn Hotel and
Suites in College Station, TX.
The LaSalle Hotel by Magnolia Hotels

120 South Main Street • Bryan, Texas 77803
Toll Free Reservations: (888) 915-1110
Phone: (979) 822-2000 • Hotel Fax: (979) 779-4343
www.lasalle-hotel.com

Holiday Inn Express

COLLEGE STATION • 1203 University Drive • College Station, Texas 77840
Hotel Front Desk: 979-846-8700 • Hotel Fax: 979-260-8709
http://www.hiexpress.com/hotels/us/en/college-station/cllud/hoteldetail
Holiday Inn Hotel and Suites

2500 Earl Rudder Freeway And Hwy 6 • College Station, Texas 77840
Hotel Front Desk: 979-485-8300 • Hotel Fax: 979-485-0535
http://www.holidayinn.com
On-Campus Parking at Texas A&M University
You may park at the University Parking Garage, which is attached to Koldus Building.
After parking you may just cross the street to Rudder Tower, the venue of the Coffee
Congress. Parking garage instructions, fees, and other information may be found at:
http://transport.tamu.edu/parking/visitor.aspx?UCG
A campus map showcasing visitors' parking garages may be printed from:

http://transport.tamu.edu/parking/maps/visitor.pdf
Congress Organizers:
Johanna Roman, Borlaug Institute, tel. 979-862-2036, cell: 979-255-8616,
mjroman@ag.tamu.edu
Brian Howard, Borlaug Institute, tel. 979-845-4164, cell: 979-571-9486,
nme8177@neo.tamu.edu
Tim Schilling, Borlaug Institute, tschillingfrance@gmail.com, tel. 979-422-1697
The Borlaug Institute, tel. 979-845-4164

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Norman Borlaug Institute for International Agriculture

123 Teague Building, Texas A&M University

The Global Coffee Quality Research Initiative

2. To achieve shared clarity on the benefits of the Collaborative R & D model to

GLOBAL COFFEE QUALITY RESEARCH INITIATIVE CONGRESS PAGE 1

Global Coffee Quality Research Initiative Congress Agenda

October 27-29, 2010 • Texas A&M University

Session One: Opening, Welcome and Keynote address

8:30 - 9:00 Welcome addresses

9:00 - 9:45 Keynote address

9:45 - 10:00 Coffee Break

Session Two: The Problem: Supply of Quality Coffee

10:30 - 11:00 Specific tightening in quality markets, differentiation (micro)

GLOBAL COFFEE QUALITY RESEARCH INITIATIVE CONGRESS PAGE 2

11:00 - 11:30 Insufficient understanding of the mechanisms affecting quality

12:00 - 13:00 Faculty Club Luncheon

Session Three: The Solution and the Vision

14:30 - 14:45 Coffee Break

Session Four: Understanding How Collaborative R&D Works

14:45 - 15:15 Industry-driven research priorities

15:15 - 15:45 Governance and structure

15:45 - 16:15 Financing: commodity check-off funding

Dinner on your Own (Walk to restaurants in downtown Bryan)

GLOBAL COFFEE QUALITY RESEARCH INITIATIVE CONGRESS PAGE 3

Session One: Developing the Model for GCQRI

11:00 - 11:15 Break

11:15 - 12:00 Moderated Panel by Small Group Discussion Leaders: “What We

12:00 - 13:00 Lunch at the University Club

Session Two: Identifying Research Projects

13:00 - 13:30 Potential research themes

GLOBAL COFFEE QUALITY RESEARCH INITIATIVE CONGRESS PAGE 4

13:30 – 15:30 Identifying coffee research projects: This interactive, facilitated

15:30 – 15:45 Coffee Break

Session Three: Moving Forward – What’s Next

15:45 - 16:45 GCQRI Moving Forward – What’s Next

16:45 - 17:00 Close

19:00 - 21:00 Texas Dinner at the Brazos Cotton Exchange

21:00 Optional: Hall of Fame (Country Western dance hall)

GLOBAL COFFEE QUALITY RESEARCH INITIATIVE CONGRESS PAGE 5

Session One: Launching GCQRI

GLOBAL COFFEE QUALITY RESEARCH INITIATIVE CONGRESS PAGE 6

Dates: October 27-29, 2010

Transportation: College Station/Bryan is located about 1.5 hours north of Houston.

Ground Shuttle (http://groundshuttle.com/)

Pick up spot for the Ground Shuttle:

IN COLLEGE STATION: At the Easterwood Airport main exit door or at your

Lodging: Most participants have confirmed reservations at La Salle Hotel in Bryan,

The LaSalle Hotel by Magnolia Hotels

GLOBAL COFFEE QUALITY RESEARCH INITIATIVE CONGRESS PAGE 7

Holiday Inn Express

Holiday Inn Hotel and Suites

On-Campus Parking at Texas A&M University

A campus map showcasing visitors' parking garages may be printed from:

GLOBAL COFFEE QUALITY RESEARCH INITIATIVE CONGRESS PAGE 8

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