Fresh Cup Magazine, providing specialty coffee and tea professionals with unique insight into the trends, ideas, products and people that shape their world.
Issue link: http://freshcup.epubxp.com/i/43236
TRAINING GROUNDS continued from page 43 While some may debate the merits of in- house versus third-party certification, Harwood says that conversation should take a backseat to the ultimate goal of any formal certification program: creating more knowledgeable, confident and proficient baristas. He believes certifica- tion of any type allows best practices to flow from industry veterans to those eager to know and do more. "Your skills are only as encompassing as you allow your ring of teachers to be," he says, noting that certification's primary purpose is to ensure a barista's work is correct, current and con- sistent. VALUE FOR THE CAFE From Starbucks to suc- cessful independents, the competitive nature of the coffee business has many operators seeking ways to get ahead of the curve. When customers see certifications, posi- tive marketing buzz can follow. "Displaying certi- fications shows that people care about their work and that the café is invested in its people and a quality product," says Tommy Thwaites, co-founder of Coda Coffee in Denver and the head IASC trainer at Coffee Fest trade shows for the past six years. Coffee Fest producer David Heilbrunn believes certified baris- critical to have guidelines as well as expectations." And while customers might not have the slightest clue about cer- tification or what a spe- cific designation means, Conary believes the con- sistency and quality that come from certification will inspire return visits. "The customer craves a consistent product, and certification helps get us there," says Conary, who is a BGA Level 1 tes- ter and standing chair of the United States Barista Championship Competition Committee. VALUE FOR THE BARISTA Though baristas may ASHLAND, ORE.'S Noble Coffee Roasting uses a certification system that rewards baristas with pay raises as they move up the ladder. once have been derided as "button pushers," the role has shifted in more recent times into an artisan title on par with baker or pas- try chef, and it's a job coffee lovers are proud to hold. Certification helps to further increase the level of respect customers bestow upon their drink creators. "The certifica- tion can give a profes- sional designation that shows a barista is committed to his craft and that the job has merits," Heilbrunn says. Thwaites, who has worked hands-on with hundreds of baris- tas lend validity to a café and a seal of approval that sparks trust. "Simply put, people are more comfortable spending money at places that give them quality and consistency," Heilbrunn says. "Certification is a strong step in that direction." In addition to creating a systemized way to hold people account- able, Noble Coffee's Peterson believes certifications help to create a consistent product that benefits the café as well as the customer. "If there's no understanding of quality or if it's not articulated in a formal manner, then an ambiguity exists that lends itself to inconsistency," says Peterson, himself a BGA Level 2 barista. "It's 44 Fresh Cup Magazine freshcup.com tas at Coffee Fest over the years, believes certification provides baristas a confidence and passion for what they do. "Someone has signed off on their proficiency, and that gives these baristas a morale boost," he says. Though an expense for baristas, certification can heighten self- worth, purpose and professionalism. Heinz of Jolts & Juice says he has witnessed changes in employees' confidence and commit- ment after they received their certification at Coffee Fest. "They start to see the job as more than something behind a counter, and as a job that has value and real skill," Heinz says. "They see how vast the industry is, which lends enthusiasm to the work." Certification often produces tangible benefits as well. At Noble NOBLE COFFEE ROASTERS