The Specialty Coffee Association of America's (SCAA) 13th Annual Conference & Exhibition will be held at the Miami Beach Convention Center April 20-23, 2001. The largest and most educational coffee event in the world, SCAA's Conference offers 170 hours of education on a wide range of topics, from "How to Prosper Next to a National Chain" to "The Physics and Chemistry of Roasting Coffee."

Over 8,000 coffee professionals from over 40 countries are expected to participate. The exhibition includes 800 booths featuring coffee products and coffee-related products. Attendees include representatives from every sector within the coffee industry: coffee producers, exporters, importers, roasters, retailers, and coffee-related vendors. The theme for this years Miami Beach event is "Café Cabana—Hot Hot Hot!"

Jay Conrad Levinson, one of the most sought after marketing geniuses in the world, will give the opening keynote address at the conference. He is the author of the best-selling marketing series in history, Guerrilla Marketing, plus 24 other business books. His guerrilla concepts have influenced marketing so much that today his books appear in 37 languages and are required reading in many MBA programs worldwide.

Dr. Ray Oldenburg, a social psychologist, will give the closing keynote address. He has held positions in state universities in Minnesota, Wisconsin, Nevada, and Florida. His book on the subject of informal public life, The Great Good Place, was published in l989, and gained a full-page, rave review in The New York Times. He is currently working on an anthology entitled Celebrating the Third Place that will include chapters written by coffeehouse owners who also see themselves as contributors to the life of the community.

Special events include the "2001 Barista World Championship" and parties at the Fontainebleau Hilton and on Lincoln Road. Information is available at scaa.org.

About the SCAA
Founded in 1982, SCAA is the world's largest coffee trade association with 2,500 members. SCAA members are located in over 40 countries and represent every aspect of the specialty coffee industry, from coffee growers to coffee retailers. The SCAA's mission is to be the recognized authority on specialty coffee, providing a common forum for the development and promotion of coffee excellence and sustainability. The SCAA's dedication to excellence in coffee is realized through the setting of quality standards for the industry; conducting research on coffee, equipment, and perfection of craft; and providing education, training, resources and services for members. The SCAA's annual conference is held in a different U.S. city each year and is the coffee industryıs largest gathering and exhibition


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