After the last blog post I received a lot of emails and tweets from various people asking about selling the Atlas in their cafe, in their online shop etc, from around the world. So – if you’re a coffee business of any kind then hopefully this will be of interest to you…
I should be clear that I’m just the author, not the publisher – so I have limited control over somethings. However, it would mean a lot to me to have cafes supporting the book and I definitely want to do whatever I can to enable this and get distributors access to good pricing, to make this worthwhile. I want this to be useful to any coffee business in every way possible.
Worldwide the English language edition will be out in October. Translations won’t be out until June next year, though the English version will be available via distributors. There are currently translations planned (but not confirmed) for French, Spanish, Dutch, Czech, Portuguese, Japanese, Korean and Chinese. Hopefully more to follow!
To help make all this easier I had a quick chat with the publisher and figured I would start with collecting the information of companies that would be interested. I can hopefully work with distributors and my publisher to sort out direct access to books. There will likely be a minimum order to get wholesale pricing, but I don’t know what that is yet.
There are a couple of boxes to check, relating to potential events. Nothing is confirmed yet, but I travel a lot and (while most authors tell you to avoid book signings) there may be a chance to do something creative if I am a town or city where people are stocking it. I am also working on an idea for a launch event that I’d like to try and coordinate nationally (and internationally if possible) that could be a more interesting way to do a book launch, and also get consumers a little more excited and curious about the possibilities of coffee. Nothing below is a commitment of any kind – just collecting contact info at this stage. Thanks again to those who’ve gotten in touch, the response has been lovely and I’m grateful that so many people want to support the book.
In around two months time, on October 6th, my first book will be released. I’m very excited, and maybe just a tiny bit nervous too. The book is titled “The World Atlas of Coffee”, and I want to talk a little bit about how this happened and what it is.
I remember a moment, very early on in my time in coffee, when I had been cupping coffees and was trying to understand exactly where they were from. I remember the coffee that triggered the question, something from Kalossi. More than that, I remember the feeling of being both stunned and annoyed when I asked which book I should buy to look up where this coffee came from and being told there was nothing. This was astonishing to me, considering how rich the world of coffee was and is.
While I always wanted to be the person to write that book, for a long time I never really felt it was my place to do so. (And I expect to hear that criticism in the future too.)
What changed was very simple: I was approached by a major publisher, already well known and respected for books like “The World Atlas of Wine“, and have a reputation for producing beautiful, high quality titles. They asked if I would be interested in writing this book, and I thought I would be a fool to pass up such an opportunity. So I jumped at it.
What followed was full of all the necessary clichés, best summarised by Douglas Adams, “I love deadlines. I like the whooshing sound they make as they fly by.” I don’t mean to be dramatic but this book is undeniably one of the most difficult things I’ve ever done. (I know people say that, but there’s a good reason they say that. Listening to Oliver Strand talk about how difficult it is on the portafilter podcast was hugely reassuring.)
I had one unusual challenge in writing this – focusing on exactly who I was writing this for. I wanted to produce something valuable to those coming into the industry who want to learn, and also something that’s a useful reference for those of us who’ve worked in coffee for some time. More than both of this, I wanted to write something for all our customers – the people who go out and buy, brew, drink and enjoy coffee every day. I believe that understanding something more can make it more enjoyable, and I wanted to make more of coffee accessible rather than make it more mysterious and exclusive. I want to help people to understand what they like, explore what they don’t know yet, and feel more confident in the somewhat intimidating world of specialty coffee.
The book isn’t about me, or about Square Mile Coffee, but just about coffee. The book is divided into three sections: an introduction to coffee in general, a section on brewing techniques (aimed at making professional standards accessible and worthwhile to home users) and then the atlas section, with individual countries divided by continent.
This third section was the killer. Finding accurate, credible information and facts that can be double checked felt nigh on impossible sometimes. I’m aware that the moment we publish the book some facts will be wrong, or be disputable. This is why I am hopeful this does well enough for a second edition (which will also be out of date the moment it is published!).
What I have tried to do for each country, in writing a summary of its history of coffee production is to try to explain why its past makes it the way it is. The existence of smallholders and garden coffee in Ethiopia is the result of a very different history than that of Brazil – with single estate businesses that can produce more coffee than all of Bolivia put together. So along, with the history I’ve tried to explain where a customer’s expectation of traceability should be. I’ve done my utmost to get harvest times, altitudes and typical varieties for each region within each country that I’ve covered. Inevitably a source of some contention – there are some very basic guidelines for how coffees from a producing country may taste. (I’m aware that this seems reductive and negative but please wait to judge me until after reading them.)
I haven’t covered every single country that produces coffee. I’ve covered those with a focus on arabica and the capacity for speciality. In some cases I’ve decided not to include a country because I don’t feel the data available is accurate enough. (Haiti, for example, is a difficult place to write confidently about post earthquake.) Equally, this is not a project without constraints of size and word count. If it is successful then it will be expanded in future editions, and the work is already done on some additional countries.
My greatest hope for this book is that it becomes a genuinely useful tool for us to communicate better with our customers, to help make coffee more engaging, and more valuable. I’m proud of the work I have done, I’ve given it my best, and I hope that you’ll either enjoy it, support it – or both! I’m going to promote the book as widely as I can, and I will be working hard to do it in an interesting way – rather than just ramming it down people’s throats until you unfollow me on twitter and block me on Facebook!
I am going to post more about it in the next couple of months – about its availability around the world (Including various translations), about reselling (if people/cafes/roasteries/coffee businesses around the world are interested), to say thank you to those that have helped me, and about any events I may be doing to promote it (come and say hello!).
It’s actually available to preorder on amazon already (and has been for a month already, despite the fact that I’ve yet to hold a physical copy – such is the nature of modern publishing). While I’m deeply conflicted about amazon, I can’t deny it is probably the cheapest place to buy it and if preorders are decent the price actually drops (which is why the US price is already lower than RRP)! The book will only be available as hardback (the digital version I dream of requires some physical sales first) and it is both fabric bound and without a dust jacket! (I just really, really hate dust jackets so this makes me very happy!). Here are some links:
The World Atlas of Coffee - Amazon UK
The World Atlas of Coffee – Amazon US
Today was the day the Barista Guild of Europe launched, at the SCAE show in Rimini, and they started selling tickets to the first event organised under the BGE banner: Barista Camp in Greece.
I’ve been a fan of barista camps since I got to attend one in the USA a couple of years ago, organised by the Barista Guild of America. While I’m obviously a fan of barista competitions, they are expensive affairs that don’t necessarily have an even distribution of value to all involved (this is the nature of competition of course!).
Barista Camps are interesting to me because everyone who attends can have an amazing experience, you can’t really “win” a barista camp…
I’m a little bit involved in this event, I’m the chair of a working committee, but I’m not for a second claiming any credit for making it happen. Isa Verschraegen is doing all the very hard work, with great support from people like Dale Harris, Kalle Freese, Andrew Tolley and others from the working group.
You can read a bit more about the camp on the website here: www.baristaguildofeurope.com (You can buy tickets there too!)
I just wanted to post a few things about the ideas behind the camp:
- We wanted it to be as accessibly priced as possible. For food, drink, accommodation and education (with certification too) it starts at €400 right now. I think that is great value, and I hope this price point encourages some cafes to buy a ticket for a staff member – or at least support them financially if they want to go.
- There are three different education tracks available, but also group lectures for everyone. I think it is going to be great to mix up more specialised education with moments where everyone comes together to learn and taste things.
- There are opportunities to volunteer. You can offer to volunteer on the website. You’ll need to get yourself there (which isn’t too expensive at that time of year), but otherwise you won’t pay anything. We expect to get more offers than we can accommodate, so don’t be afraid to sell yourself a little bit if you’re applying.
- The full program isn’t published yet, so keep an eye out as we announce various speakers and other fun stuff!
I hope I’ll see a lot of people there. The opportunity to get together always results in great things. I like the idea of 150 baristas going back to 150 shops afterwards, and then making better drinks and giving better experiences to hundreds of thousands of people across Europe. Grab your ticket here!
This video was uploaded a few days ago, and is worth watching if you use a Moka pot (or have customers who do). I appreciate the tiny little hat tip at the start, and who doesn’t love modding coffee brewing kit to have 4 thermocouples in it for logging data…? I also learned a few interesting things! Worth just under 8 minutes of your time: