Fresh Cup Magazine, providing specialty coffee and tea professionals with unique insight into the trends, ideas, products and people that shape their world.
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Coffee Roasting, baristas receive a pay increase when they attain B2 status (the first in-house credential) and another raise when they earn the B1 designation (the store's full-fledged barista cer- tification). The increased pay arrives with enhanced benefits and perks, including prime shifts. "I want our people to see growth and possibility, which helps bring in employees that want to stick around," Peterson says. BARISTA CERTIFICATION can lead to well-executed, consistent drinks, which can inspire return visits. VALUE FOR THE INDUSTRY As cafés across the country battle for customers, credibility and marketplace differentiation, many believe certification sparks cus- tomer-satisfying consistency and higher expectations. As baristas invest in their work, the certification can create greater stability in the café world, thereby reducing turnover and increasing compe- tency. "People are like water," Heinz says, "and they tend to gravi- tate to the area of least resistance. If we can set up parameters and train in a high-quality way, then the whole industry can benefit from improved standards and more capable baristas." Conary is similarly convinced that a widespread application of best practices enhances the level of professionalism throughout the ranks and spurs a broader impact on the entire industry. "What we're ultimately doing with certification is getting our customers to have greater expectations—and that's a good thing," he says. For certification to take the next step, however, Thwaites believes some level of standardization must occur. "There are all these questions about which certification is the best," he says. "Is it the one that costs the most? The one with the toughest stan- dards? The longest?" Harwood agrees. As third-party certification in particular gains footing, Harwood believes shop owners will hire baristas based on the credibility of certifications, putting more stock in those that boast firm, documented guidelines. "That standardization could help every shop owner move through applicants and ensure the skills of staff," he says. "And more skilled baristas in the world can only help the industry." freshcup.com October 2011 45 NICOLE O'BANION