2010 World Barista Championship to be Held in UK

Competitors from more than fifty countries vie for world title

LONG BEACH, California, June 2, 2010 - The World Barista Championship organization will hold the 11th Annual
World Barista Championship in London, in conjunction with the Caffe Culture
Show taking place at the Olympia Exhibition Centre, 23-25 June 2010. This
event, founded by the Specialty Coffee Association of Europe (SCAE) and the
Specialty Coffee Association of America (SCAA), brings competitors together
from over fifty (50) nations who will each prepare 4 espressos, 4
cappuccinos, and 4 original signature drinks to exacting standards in a
15-minute performance set to music as they vie for the world title.

The World Barista Championship is the culmination of yearlong activity
among nearly sixty (60) officially licensed partner countries. Competitors
are professional baristas who train and compete extensively. For many, the
championship represents an opportunity to advance in the coffee industry.
Many past champions have gone on to pursue careers in training and consulting
or open their own businesses. Executive Director, Cynthia Chang, explains,
"The event is designed to promote and recognize professional excellence with
the understanding that exceptional baristas create extraordinary coffee
beverages. This event allows those who enjoy coffee to view the passion and
dedication behind their favorite beverages."

This year, several national champions will return and among the favored
competitors are Michael Phillips from the United States, Colin Harmon from
Ireland, Soren Stiller Markussen from Denmark, Raul Rodas from Guatemala, and
Oda Misje Haug from Norway. Countries competing for the first time include
Bulgaria, Indonesia, Romania, and the United Arab Emirates. The winner will
receive a lineup of top coffee equipment from sponsors, as well as many trips
to visit coffee producing countries and various manufacturers in the
industry.

This is the first time the event has been held in London and the location
holds special significance as several of the more recent champions used and
won with coffee from roasters in the United Kingdom, highlighting the
impressive and growing coffee culture in the region. The London event is set
to attract in excess of 10,000 international visitors from the global coffee
community over the three days.

Note to Editors

The World Barista Championship schedule and links to information on the
full event programme may be accessed at
www.worldbaristachampionship.org.

The event may also be viewed via video stream, accessible through the
World Barista Championship web site.

The World Barista Championship is the preeminent international coffee
competition. The organization - founded by the Specialty Coffee Association
of Europe and the Specialty Coffee Association of America - focuses on
promoting excellence in coffee, advancing the barista profession, and
engaging a worldwide audience with an annual championship event that serves
as the culmination of events held in more than 50 member nations around the
globe.

Jenni Bryant, jenni at worldbaristachampionship.org