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on Business Start Up for coffee roasters and retailers, as well as professional
development for baristas and coffee enthusiasts. Roughly 90% of their students
are traveling from around the US and the globe. Their most popular course “5 or
6 Day Business and Barista Workshop” is jam packed with comprehensive coffee
education as well as professional development in fine tuning business skills.
Comparing to other education system, American Barista & Coffee School focus
more on empowering the coffee bar owners, and the small businesses roasting
and serving coffee. “I would say one change from 5 years ago is that we are seeing
more and more entrepreneurs interested in also starting a micro-roaster alongside
a retail coffee bar, or we see students opening their minds to developing a more
creative concept that fits their local market which may include serving more than
just coffee and pastries,” said Matt Milletto, Vice President and Partner of the school. Other recommendation
“Understanding the consumer and trends in our industry is a big part of what shapes Canadian Barista & Coffee Academy
our curriculum month to month. The evolution of consumer behavior is what every (Vancouver and Toronto, Canada),
coffee professional needs to understand and be aware of, and we should embrace and Boot Coffee School (San Rafael,
help drive the market locally based on our end consumers wants and needs.” California)

Europe

NO. NO.1 NO. 2 NO.3 NO.4 NO.5
Areas European Union United States Japan Canada Russia
Thousand 60-Kg Bags 44,500 25,000 8,325 4,400 4,375

(2015/16) Source: Foreign Agricultural Service/USDA Office of Global Analysis
Europe
We all know that fashion for coffee started in Europe; while nowadays
Europe is one of the biggest importer of coffee beans. According to ‘Europe
Coffee Market - Growth, Trends and Forecast’ made by Mordor Intelligence,
two main suppliers of Europe are Brazil and Vietnam, shipping around 946,000
and 720,000 tons of coffee beans and Italy has one of the largest share of
coffee imports in Europe. That is not a surprise, as Italy is well known for its
caffeinated drinks, which are classics of coffee culture.
European specialty coffee market is not exactly booming at the moment,
but it is easy to understand, as Europeans are more traditional in this sense and
tend to choose classics over trendy drinks. As Carlo Odello, the founder of Italian
Barista School (Ibs), said, “The idea of espresso was born in Italy and it is still
very well rooted in our culture. We do not say ‘espresso’, we just say ‘coffee’.
” So the school runs a complete system which is focused on true Italian flavor,
delivering courses like Great Italian Espresso & Cappuccino, Italian Coffee Art
and One-to-One Italian Barista Training. Ibs is based in Italy but with branches
in, Korea, Taiwan and China and working directly in other countries such as
Thailand, Germany, Spain, France. They enrolled hundreds of students and
are aiming at a consistent growth, “Abroad consumers do play a role in shaping
the offer and thus the training. This is not actually happening in Italy where
consumers are much more traditional and less demanding,” says Carlo Odello.
Coffee education in more traditional markets, such as the Mediterranean, is
developing slower than in new markets. That is why Europe is a perfect place to
master the art of an authentic espresso, latte or cappuccino. Although there is a big
number of new trainers entering the market and, of course, not each and every of Other recommendation
them is skilled enough to provide a professional coffee education. “I always suggest Università del Caffè (Trieste,
students not only to get information on the organization but on the specific trainer Italy), CoffeeMind (Copenhagen,
holding the courses inside that organization.” concluded by Carlo Odello. Denmark)

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