"The Small-Mart Revolution" Author Michael Shuman Headlines Specialty Coffee Association of America Conference in May.

Localization Expert Relates His Theories to the Specialty Coffee Industry

LONG BEACH, Calif. -- Despite all the hoopla about globalization, the future belongs to all things local, according to Specialty Coffee Association of America (SCAA) keynote presenter, Michael Shuman, author of "The Small-Mart Revolution: How Local Businesses Are Beating the Global Competition." Shuman will headline SCAA's 20th Annual Conference & Exhibition (http://conference.scaa.org/), May 2 - 5 in Minneapolis, Minn. SCAA is the world's largest coffee trade association.

As a noted economist, attorney, author and entrepreneur, Shuman is widely recognized for his research into the economic advantages of small-scale businesses in an era of globalization, as well as the often overlooked benefits of building local economies in an era of dominant retail chains. His SCAA presentation, May 2 from 5:30 - 7 p.m., will address large and prevailing trends---the shrinking dollar, the Internet, fears about global terrorist disruptions of supply lines, niche-conscious consumers, worries about Chinese quality control---which are leading U.S. consumers to buy local, and what this means for the specialty coffee industry.

"The global character of a localized coffee industry, especially the growing of beans, underscores that localization does not have to mean disconnection from the world," said Shuman. "What the coffee industry is demonstrating already is that locally-owned businesses can contribute to their communities in many ways without unplugging from the planet. That's a nice model for other industries to learn from and follow."

Shuman's keynote presentation will help specialty coffee businesses and SCAA conference attendees realize dozens of ideas for improving their competitiveness in a local business economy.

"Even your large non-local players, like Starbucks, might learn a thing or two from my presentation about how they can improve their attractiveness to customers by increasing the localness of their advertising, operations, expenditures and so forth," said Shuman. "It boils down to this: Businesses embracing localization will thrive. Those that ignore it won't."

Shuman is also vice president for enterprise development for the Training and Development Corporation of Bucksport, Maine. He has authored, coauthored and edited seven books, including "Going Local: Creating Self-Reliant Communities in the Global Age" (Free Press, 1998). "The Small-Mart Revolution" was awarded a bronze medal for best business book by the Independent Publishers' Association. In recent years, Shuman has led community-based economic-development efforts in the United States, and he is currently preparing studies on state business subsidies for the Kellogg Foundation and on global models of local food businesses for the Gates Foundation.

Shuman's keynote address is just one of the many highlights at SCAA's 20th Annual Conference & Exhibition. As the industry's premier coffee event, the conference features in-depth educational sessions, hundreds of exhibit booths, the United States Barista Championship and the Coffee of the Year Competition.

Complete conference details are available at http://conference.scaa.org/. For a copy of the conference brochure, call 562-624-4100 or e-mail [e-mail].

About the SCAA

Celebrating 25 years of success, SCAA is the world's largest coffee trade association. SCAA members are located in more than 40 countries and represent every segment of the specialty coffee industry, from coffee growers to coffee roasters and 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 business services for members. The SCAA's annual conference is held in a different U.S. city each year and is the coffee industry's largest gathering and exhibition.

NOTE TO EDITOR: To register for the 2008 SCAA Conference & Exhibition, please visit http://conference.scaa.org/ or call Rick Havacko at 562-624-4100. Interviews and photos of Michael Shuman are available upon request.