The Coffee Addiction. September 29th Go inside an amazing Journey Scott Wapner Reports, “stakes are very high”, as CNBC tracks a single coffee harvest from the tropical rain forest to the concrete jungle, “a CNBC Original”…to the coffee shop on the corner. Discover the raw manpower, the incredible expense, and the intricate logistics behind “The Coffee Addiction”   a CNBC original Premieres September 29  only on CNBC 9:00 PM ET/PT coffeeaddiction.cnbc

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The Coffee Addiction

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 I don’t think a day goes by where I’m not asked, “What’s your favorite coffee?” I suppose I’m always a little flattered that people trust my subjective notion of “taste” , but for me coffee is about infinitely more than taste. For me the cup is a great thing to embrace while reflecting, and planning. It induces imagination, dreams, and even action. I almost always have a cup in hand while in the sphere of social media or Business

I have tasted about every origin of coffee in the world, and I’ve built a thriving business by always offering coffee from the top ten growing regions of the world, artfully roasted, and fresh on-demand.
That said, when I reach for my favorite cup I personally favor Brazilian coffee.

I can enjoy about any cup, but I love the sweet berry flavors, the rich creamy body, and the citric acidity of a Brazilian coffee. 

I don’t think I have ever tasted a more balanced, or bright cup of coffee.

Brazil Coffee

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My Favorite Cup

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People often ask, “How has JumpinGoat achieved such a strong following using social media and internet marketing?” and “How can we achieve the same thing?”  Well, I thought it best to go straight to the source to find out.  According to Forrest Graves, CEO of JumpinGoat Coffee Roasters, it starts with a social media marketing strategy which takes to heart their customers, their organic coffee and their brand.  Graves works hard to develop these elements into a symbiotic online and offline relationship which cohesively integrates into this dual marketing approach.

 As part of their routine quarterly marketing strategy sessions, JumpinGoat leverages best of breed marketing analytics to track and measure Marketing ROI.  “We are looking at our marketing dashboard on a regular basis and making continual adjustments,” says Graves.  Graves goes on to add, “Our quarterly marketing dashboard tells us how well our strategy is lining up with quantitative goals and we find that this keeps us in close touch with our user community; that’s important to me.”

Through the use of tools like Google Analytics, Constant Contact, Voice for Small Business PR endeavors through www.v4sb.com and most recently, www.GoGoCMO.com , JumpinGoat demonstrates their effectiveness at managing and executing successful marketing campaigns.  According to Graves, the new iPhone app for marketing professionals, www.GoGoCMO.com , proves to be a unique and useful tool which “…keeps us on top of the marketing metric and dashboard discussions we have with our advertising and branding agency.”  This newly discovered relationship already demonstrates a mutual fondness, as Graves goes on to say, “I believe GoGoCMO and Constant Contact have added great value to our marketing process.  And hey, they love our Costa Rican coffee too!”

A holistic approach to integration of multiple media components, to include social media sites like www.Facebook.com and http://www.Twitter.com/jumpingoat , as well as other social media platforms and traditional internet SEO, appears to be the key to JumpinGoat’s successful online marketing approach.  As the well-known authority on social media, Graves sums it up perfectly with the statement, “We believe blending multiple elements into a harmonious media plan can create thousands of fans for our socially conscious coffee brand and best of all, it helps keep our customers involved in what JumpinGoat is up to.” 

So how has JumpinGoat achieved such a strong following?  By making sure to include the customer.  Period.  JumpinGoat is displaying to their clients that they do care about their opinions and want to know what they think.  Integrating online marketing tools to achieve that purpose is just one step in the right direction.  It’s often joked that “everyone is a Chief Marketing Officer at JumpinGoat!”

Contributed by

Oliver Thomas

Business Writer

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Everyone is a Chief Marketing Officer (CMO) at JumpinGoat Coffee!

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There is just something about “corporate retail coffee” that just makes my skin crawl. Nobody can deny the success of corporate coffee, but doesn’t it  just seems cold and “less connected?

My notion is…they push a button, add several oz. of hot milk, and then ask me to hand over my legal tender.

I suppose that’s why I quietly question the cups real value.

It’s easy to pick on the big guys, and in some small way (very small)…we all wish for that level of success, but what about when they do something right?

Okay, they are still “corporate”, and perhaps some day the taste of the culture will change, but let’s face it…this Groupon move is priceless, and the social media value will be overwhelming.

Good Move Howard !

• Starbucks CEO Joins Groupon Board (chicagoist.com)
• http://www.JumpinGoat.com

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Coffee is at the center of so many good ideas. It is in the middle of every break room table and front and center on the desk of the most efficient assistant. Coffee rings, coffee stains, no mind. A little coffee smudge on the corner of the monthly P&L report just shows how much effort went into it.

Here is a great heading for your next office newsletter or e-mail blast, “Organic Coffee Now Offered to Show Our Appreciation for Your Hard Work.” There is nothing like pampering your employees to show them how much you care. You do care, don’t you? I surely hope the office coffee services you are offering do not come in a generic black and white bag.

The coffee culture goes beyond the corner café. It goes beyond the poetic open mic nights and the political banterings of the coffee shop get together. Where the water cooler stands for gossip and the “things that should have been left out of the office,” the coffee station stands for ideas, staying up late, getting going in the morning, consulting and productivity;  what business would not want to cater to this?

More businesses are being eco-conscious these days. They are saving paper, recycling paper, watching their carbon foot-prints and recycling cans in the break-room. The big coffee conglomerates care nothing about the eco-system. They tear down trees to grow coffee trees that normally thrive under the tender shade of naturally growing trees. Coffee beans grown in the full sun are bitter and sprayed with pesticides for insects that would not normally attack them. When a plant is grown in abnormal conditions, it is more susceptible to diseases and insects.

Whether it is for the image of your business as an eco-friendly provider, a treat for your well deserving employees or to stimulate those money- making ideas in the conference room, think of the office coffee services you are providing. It just might make a difference to offer organic JumpinGoat Coffee or Tea next time.

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Office Coffee Services for Your Hardworking Employees

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JumpinGoat would like to offer its hand in hospitality by offering you a cup of tea. Tea? Yes, tea. Jumpingoat Coffee Roasters also sells loose leaf tea. We are not just about Coffee and caffeine filled goats we also have a more hospitable side and offer many blends of Rooibos Herbal Tea among many others.

In its’ native country, South Africa, it is customary to drink Rooibos Tea without milk and with only a slice of lemon. Rooibos Tea is said to be naturally sweet. A ‘Red Espresso’ drink in South Africa is actually made from Rooibos Tea. Try a Red Latte or a Red Cappuccino next time you are in the area.

Offering someone tea is the ultimate expression of hospitality. It puts your guests at ease and lets them know you have their welfare in mind. Offering your customers tea lets them know it is about their needs. This was the original idea behind the Japanese Tea Ceremony; they were ceremonies of hospitality.

The afternoon tea in England was originally for the wealthy. It was a status symbol to drink and offer tea and it was done in quiet settings away from the kitchen after meals.

It is absolutely not socially acceptable to stir your tea with a tea spoon in large sweeping circles! Instead place your spoon in the liquid and fold it over three or four times. There seem to be a lot of strange etiquettes and customs that revolve around tea. I hope we can train our goats to follow suite.

Here is a great idea for your next marketing mind extravaganza event or quality control meeting. Call it a Tea Cupping meeting instead. Tea Cupping and Coffee Cupping is used to determine the quality, taste, aroma, briskness, body and color of tea or coffee. Instead of examining Tea maybe you can use it to examine your marketing ideas.  Tea is the drink of hospitality, grace and putting others at ease. Maybe you could offer it to your competitors and get them to spill their latest business plan ideas.

Let us know how it goes – feel free to leave a comment below,

JumpinGoat Coffee Roasters

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JumpinGoat Coffee Roasters is proud to announce its newest fundraising effort, as it launches an ongoing partnership with Habitat for Humanity of Northeast Georgia.  The partnership with Habitat for Humanity centers around a signature blend designed for the annual charitable Hogpen Hillclimb Run which commences in Helen, Georgia and aids in raising awareness for Habitat for Humanity’s mission.  The signature coffee blend will be recognizable by its Hogpen Hillclimb logo and Habitat for Humanity branding.  As production is finalized in the near future, you can acquire the product by visiting Habitat for Humanity of Northeast Georgia or the Hogpen Hillclimb Run website and following the appropriate links.  Habitat for Humanity proceeds from the sale of the Hogpen Hillclimb blend from the Habitat for Humanity website will directly benefit the projects of the Northeast Georgia chapter.  

JumpinGoat is honored to work with an organization that directly contributes to the local community and anticipates great things to come.  With additional fundraising campaigns in the near future in conjunction with other associations, JumpinGoat would like to inform the public that the fundraising does not stop here, but is offered to any church, school, sport or civic organization in need of fundraising.  Fundraising information can be found on the JumpinGoat website, http://www.jumpingoat.com/Fundraising.html, or by calling Karen Hall toll free to 1-877-797-4628.  JumpinGoat Coffee Roasters – They’re not just a business in the community, but a part of the community.

Rachel Rogers 

Independent Business Writer 

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Through the combined efforts of JumpinGoat Coffee Roasters and Ken Landers, the San Rafael Sustainable Coffee Initiative (SRSCI) is off the ground and running.  With the goal of restructuring the current seed-to-cup value chain that exists in coffee farming, the SRSCI aspires to positively impact the lives of the Costa Rican coffee farmers, implementing the four pillars of sustainability: social, cultural, economic and environmental.  With current co-op methods ineffectively aiding the farmer, the SRSCI is laying the foundation for direct trade from the San Rafael coffee farmer to the consumer.  The astonishing facts of the current value chain demonstrate a net profit for some Costa Rican farmers of $0.39 (39 cents!) per one pound of coffee.  Compare this to the average $250 net profit the coffee retailer receives for the SAME one pound of coffee.   JumpinGoat Coffee Roasters and the SRSCI believe the consumer should have the choice to go directly to the source, the Costa Rican farmers themselves.  The San Rafael Sustainable Coffee Initiative opens this window for choice, offering direct communication with the farmer, direct purchase and revealing a world of possibilities for the consumer and the farmer that do not exist in the current market.  JumpinGoat will be returning to Costa Rica with the Costa Rica Eco Tour scheduled for January 2011 to further investigate coffee at its source, the SRSCI’s venture in coffee sustainability measures and how to accomplish this with the other local coffee farmers.  Coffee and non-coffee industry personnel are encouraged to join. 

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7 Days- 6 Nights

January 15-21, 2011

Hosted by:

Forrest Graves, CEO – JumpinGoat Coffee

Roasters –

Contact JumpinGoat

Included Features:

Eco-Adventure Tour including deluxe hotel accommodations, select meals and excursions.

Pura Vida! Join us for a week filled with excitement and adventure as we travel to Costa Rica on our amazing eco-adventure.   Explore Costa Rica’s natural beauty and diverse ecosystem while hiking in rainforests, ziplining through jungles, walking amongst tree canopies and sailing along the Pacific coast.  Discover how coffee is grown straight from the source as we visit a coffee plantation and examine its operations.

DON’T MISS THIS ADVENTURE OF A LIFETIME!

Four nights in Monteverde Rain Forest region;   Two nights Guanacaste region.  Five breakfasts, one lunch and five dinners.

Included:

Transportation as noted in itinerary. Airport transfers from/to San Jose Airport.* Sightseeing and excursions as scheduled, including all specified admissions – weather, time and road conditions permitting.  Baggage handling. Tax and sales charges for local services. Arrangements can be made for additional pre and post tour options.

*Liberia Airport can be accommodated for an additional fee.

Hotels:

El Establo Hotel, Monteverde, Costa Rica January 15-19 – 4 nights

Tamarindo Diria, Tamarindo, Costa Rica January 19-21 – 2 nights

MICRO-COFFEE ACADEMY – Sunday, January 16,  2011 (Optional – Add $85.00)

Learn and practice coffee tasting technique, including how to properly evaluate the coffee aroma, body, acidity, taste and aftertaste from a variety of coffee samples. Experience coffee flavor profiling, entailing coffee fragrance and flavoring via professional cupping methods.  Also covered will be Coffee Grading and Coffee Roasting (process and technique). Proper cupping table and sample preparation will also be demonstrated.  This is an optional class and accepts novice or experienced coffee cuppers.  Questions regarding the cupping class?  Email Forrest Graves at costarica@jumpingoat.com or call 706-809-0143.

Travel insurance is recommended in cases of trip cancellation, unforeseen sickness, accidents or travel-related delays.  Contact us for a quote. Please advise us of any specific physical conditions, allergies or dietary needs.  To truly experience the program and destination, you must be able to walk over uneven terrain, climb stairs, hike in slippery areas and be able to stand for periods at a time.  Itinerary subject to change.

Not Included:

Meals not specified, laundry, daily beverages, shopping or sightseeing not included in the itinerary, room service, mini-bar, telephone calls, tips to drivers and local guides.  Roundtrip airfare from the USA (we will gladly quote the best airfare available at time of reservation).

Departure tax of approximately $28 is required.  You will able to pay this departure tax upon your arrival into Costa Rica by CASH or VISA only.

Payments can be made with American Express, Visa, Mastercard or check. Final payment is due by October 15, 2010. Registration form must be completed and signed by each participant. Minimum age of participant is 16. Minimum participant requirement is 20 passengers with maximum 36.  Passports are mandatory and must not expire before June 30, 2011.  Please do not hesitate to contact us for further questions and more details.

Contact and Sign-Up Information:

VIP Travel info@vipalpinetours.com

www.vipalpinetours.com

(706) 348-8747
Get directions

January 15-21, 2011

Tour #0111

Costa Rica Tour

Land Price $1595 per person based on double occupancy.

Sign up by June 18, 2010 and receive $25 off per person

Single supplement $295 additional

Limited number of upgraded rooms- $1845 per person, based on availability

Deposit $500 per person is required upon sign-up and final payment due by October 15, 2010. Interim payments can be made. Airfare and insurance are additional, contact us for more details.

Limited space available.  Please sign up early to reserve your spot today!

Join JumpinGoat Coffee Roasters for an …
Adventure of a Lifetime!

Day 1, Saturday, January 15

Depart USA for Costa Rica. We will meet you at the San Jose Airport. Transfer to Monteverde region for late afternoon arrival at our hotel, El Establo. Free time to relax and explore the region before getting together for our welcome dinner. (D)

Day 2, Sunday, January 16

After breakfast, we will walk atop the trees in the Cloud Forest and explore the diverse surrounding environment.  We will then return to the hotel. Free afternoon or meet with Forrest Graves for his coffee seminar. We will meet again for dinner at our hotel, El Establo. (B, D)

Day 3, Monday, January 17
What an exciting day! Our host will be Ken Lander of The Common Cup in Costa Rica who will demonstrate the inner-workings of a Costa Rican coffee farm and the coffee Benificio.

Day 4, Tuesday, January 18

Adventure awaits as we visit Selvatura Nature Park. Selvatura holds the opportunity to zipline through the forest canopy and listen to the sounds of nature as hundreds of birds and monkeys call in the distance. We will then visit the magnificent butterfly garden, one of the largest in the Americas. Finally, we will be guided on a tour through the tree tops along suspension bridges, a leisurely stroll through the heart of the rain forest.  We will return for dinner at our hotel. (B, D)

Day 5, Wednesday, January 19

Today, we depart for the Pacific coast.  Along the way we will stop in La Fortuna. Views of Arenal Volcano are seen from all over town.  You will have the opportunity to pick up some wonderful Costa Rican handicrafts here and have lunch.  We will then continue to the coastal town of Tamarindo where we will check into our hotel, Tamarindo Diria. Dinner on your own.  (B, L)

Day 6, Thursday, January 20

This morning will be free for adventure, exploring and shopping. We will meet in the early afternoon for a wonderful catamaran sunset sail tour. A light lunch will be provided, as well as snorkel gear and kayaks. There will be an open bar.  The beautiful sunsets of Costa Rica are best seen from the ocean and what a wonderful way to end our great tour! We will return to the hotel in plenty of time for our farewell dinner.  (B, D)

Day 7, Friday, January 21

Early transfer to San Jose Airport. Flights should be no earlier than 12:30 p.m., as the ride to the airport will be approximately 5 hours.  We also offer arrangements for pre and/or post tour add-ons in San Jose and surrounding areas.

KEY:         (B) – Breakfast          (L) – Lunch          (D) -Dinner

Rachel Rogers

Independent Business Writer

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