Page 52 - #57 English

Cover Story

CTI: How do you think, is it better to stick to
coffee classics while competing or try to create
something new and unexpected?
SBG: Hmmm…it all depends on the participant.
The rules are open for creativity and stretching
but all actions on stage needs to be related to
the cup quality.
CTI: How do you think, what does the championship
teach a barista?
SBG: The championships opens mind of
everybody who are involved, not only baristas
but roasters, growers, marketing people, con-
sumers and all other coffee lovers. The possi-
bilities are endless when the mind is open. One
of the most valuable lessons is discipline and
respect. Many baristas have made business out
of their success in the championships. Many
baristas have open roasteries, coffee shops or
other companies related to coffee. Champion-
ships help to point out our interests in the cof-
fee industry and direct us to the right path that
suits each and every barista. Some baristas stay
in the industry, others leave but with a great CTI: How do you think, how are rules going to
knowledge of quality cup of coffee – and they change in the nearest future?
turn into our best consumers.
CTI: How and why rules change every year? SBG: If I could see into the future, there would
not be fun to live from day to day and enjoy the
SBG: The championships (World Barista present, that is why it is exciting to be a part of and
Championship, World Coffee in Good Spirit, to see how the championships will change in the
World Latte Art, World Brewers Cup, World near future.
Cup Tasters, World Roasters) are always in CTI: What advice would you give to coffee
development and every year committees of competitions newcomers?
professionals in each championship meet to
review the rules. The championships, trends SBG: To know the rules by the heart, be
and standards are in constant development, open minded and brave, practice-practice-prac-
which makes the championships so interesting tice, have as much fun as possible on the journey
and challenging. to the championship.

Coffee industry is in constant development while industry professionals also have a lot to learn. Competi-
tions give chances to participants not only to challenge themselves, but also to gain opportunities, knowledge
and experience, that they are not able to gain anywhere else. Moreover, WBC is the world platform that gives
participants cultural exchange opportunities and better understanding of the world’s top technologies. Since
the beginning of WBC the rules have been changed 8 times, starting in 2009, which is caused by ongoing
changes in market’s demands, to make competitions more challenging and exciting, which also means that
people involved baristas and judges need to keep up to date all the time. But most important is that you are
not competing with other people there, but with yourself, by learning, practicing and showing your best.
As WBC goes hand in hand with third wave of coffee, we can also consider it as a training tool and part
of educational process. Coffee education is an important asset for the whole industry, as it does not only train
professionals to work with coffee, but also to pass their knowledge to customers. Probably the most important
reason for learning is growing consumer’s demand, as in Digital Age any knowledge is extremely available
via the Internet, that is why professionals always need to be one step ahead. One more very important part
of coffee culture is customer service, which is crucial, as people tend to spend a lot of time in coffee shops
and expect special treatment.
Last year Bloomberg reported that coffee has reached its peak in China, Japan and India, showing new
open markets for coffee itself and coffee education. And in fact, we see more and more cafés and coffee
schools opening in Asia, that is why coffee education in new markets is the only way to develop the industry,
keep it sustainable and make your customers aware of what exactly you do.

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