Barista Magazine is your home for the worldwide community of coffee and the people who make it.
Issue link: http://baristamagazine.epubxp.com/i/60686
FOAM NEWS STEAMING UP AROUND THE COFFEE WORLD THE MAN BEHIND THE BIRD CELEBRATES A MILESTONE I remember the first time I met Jem Rogers, the man behind Beyond the Bean, the international café bar supply company, which is responsible for brands such as Sweetbird, Zuma Beverages and Cosy Tea. I had just arrived for the Nordic Barista Cup in Copenhagen, Denmark, in 2006, and stopped into Café Europa for a gourmet snack. And there was Jem at the espresso bar holding his young son by the hand. I had exchanged a few emails with him prior to this, but we' d never met in person. I approached him. This Jem, back then, was quiet and even seemed somewhat shy and serious. The seriousness obviously not only paid off—his company is regarded today as one of the top distributors and smoothie companies in the world—but has been tucked out of the public eye. The Jem on display at coffee events and trade shows is as ebullient as the delightful Sweetbird character that graces his smoothie brand. I always delight when I see his mop of curls bouncing my way from across the aisles at a Coffee Fest event. But the serious, business-minded Jem is there underneath—it's apparent from the reach and success of the brand. And now, with distribution in over 40 countries worldwide and a newly opened office in the US, Beyond the Bean is celebrating its first 15 years—in style, of course. —Sarah Allen Sarah Allen: Jem, 15 years, congrats! What got you started in this industry? Jem Rogers: I started out on the other side, operating a coffee cart in a retail park. From this we opened another three coffee shops. As we couldn't find all the things that we wanted in a single supplier, the idea for Beyond the Bean (then known as Espresso Essentials) was formed. In the end it was a choice between coffee shops or the wholesale business, and the rest, as they say, is history. SA: What have been the highlights of your business over the last 15 years? JR: When we first started importing products from the U.S. it was because there wasn't anything else like them on the market. After a while, customers started to ask us for products that were more natural and didn't have any 'nasty' ingredients in them, so we took the plunge and started producing our own, more natural and cleaner ranges. First it was Zuma Beverages then Sweetbird and most recently Cosy Tea. We have been quite lucky to win a number of awards for our products, including the Specialty Coffee Association of America's (SCAA) Best New Product award for the Sweetbird range of Naturally Sweetened Smoothies; gold at the Great Taste Awards for Zuma Frappe and all the design awards that we have won for Cosy Tea. SA: You are probably best known for your Sweetbird brand. Where did the inspiration come from? JR: I would love to be able to tell you, but Sweetbird, being the international 18 barista magazine Jem Rogers of Beyond the Bean kicks back in the booth at the Caffe Culture show in London. Beyond the Bean is known for its colorful, lively and whimsical marketing and branding—and if you've met Jem, that makes perfect sense. SA: Your hair… people have come to know you for your crazy hair. Any tips? JR: Washed in mountain streams using a secret blend of alpine herbs. SA: Many people in the industry say that the U.S. market is hard to crack. How are you guys doing with it? JR: It has been difficult but we have a great team of staff and like-minded partners, which has gained us loyal customers. SA: Our industry has changed a lot in 15 years. What challenges do you see for Beyond the Bean? JR: Whatever the challenges in the 15 years ahead, our ethos will remain the same: great products, innovation, quality ingredients, great customer service, and an ability to be ahead of the game. New countries are opening up all the time, and people love our products. SA: So onwards and upwards then? JR: Yeah, we got a great team, great products, work hard, and play hard—let the fun continue... bird of mystery, likes to keep his past shrouded in secrecy. There are quite a few similarities between Sweetbird and myself: similar laugh, passion for surfing and our shared dream of owning a Antiguan beach hut. SA: What's next for Sweetbird? JR: I can tell you that he has teamed up with Coffee Kids to launch his first charity syrup which you can try at the SCAA show in Portland. Every bottle of this limited edition Chilli syrup will donate 15% to the vital work that Coffee Kids are doing for coffee growers and their families.