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COFFEE LOVERS' BLISS
By Julie Cabatit-Alegre
Philippine Star Business Life Section
December 13, 2004 PAGE I-2
 ou will not find the brand name Boyd's on grocery shelves, but chances are, you have enjoyed a cup of coffee brewed from its freshly roasted beans, served in your favorite coffee house, hotel lobby or restaurant. Boyd Coffee Co. (Phils.) Inc. is a full-service coffee company that is the top local supplier of quality coffee beans, coffee machines and equipment, as well as coffee concepts and ideas, planning, training, maintenance and service. Formed in 1998 as a joint venture of San Francisco Coffee and Roastery, Inc., the country's pioneer in specialty coffee, and Boyd USA, one of the oldest in the industry, it is today the leading specialty coffee company in the country.
"Boyd USA has a hundred years history in Portland, Oregon," Roberto D.S. Francisco, founder of the company that bears his name, relates. "They saw some resemblance with us. They had an identical pattern of growth a hundred years before. San Francisco Coffee and Roastery does roasting and wholesale but not retail in groceries. It's the same with Boyd USA, until today."
 "I started my small roasting company in 1994. We were roasting and selling in bazaars back then," Francisco recalls. As they grew bigger, they went into wholesale, roasting specialty coffee, and selling to hotels, restaurants, and resorts. "Consumers can buy direct from us, but we are not a grocery product." What customers get is freshly roasted coffee, not packaged coffee that has been sitting on grocery shelves for weeks or months. There is a difference.
Freshness is key to the enjoyment of good coffee, since it can easily lose flavor and aroma at each step of the process, from roasting to grinding to brewing. "Roasting is the shortest of all the processes. IT takes only about 15 to 20 minutes, but it is very critical. It is primarily responsible for the coffee bean's flavor development," Francisco explains. Proper handling is also very important. If not properly packed and stored, it can deteriorate quickly.
Boyd's brew: "I took advantage of opportunities, stuck to it, and made sure it didn't leave me," says brewmeister Francisco.
"I will sell my product only to those who need it," Francisco remarks. "If you are a restaurant, and you want your coffee, I will send it to you freshly roasted." It can also be custom-blended. Moreover, what you read on the delivery pack is the manufacturing and sealing date rather than the expiration date. "The expiration date just tells when it will expire, say two years from now, but not when it was produced, say two years ago," Francisco adds. "On the other hand, the manufacturing date tells you the freshest date possible. It's up to you when you want to finish it. But what I give you is something very, very fresh." They also carry the following brands and trademarks adopted from Boyd USA.: Boyd's Barista Coffee, Italia d' Oro, Coffee House Roaster, Frescante and Viaggo.
Boyd Coffee Co. (Phils.) Inc. sells not only freshly roasted beans but also the finest coffee machines and equipment. "We carry the best names in coffee machines which are used in coffee capitals around the globe," Francisco says. These include Astoria espresso machines, Bravilor Bonamat coffee brewers, and Bialetti Industrie stove top mocha, name a few. All imported from Italy, these hardware assure you of a most authentic coffee drinking experience.
"A couple of years ago, when I visited some of the oldest coffee shops in Rome, I saw, by chance, one of them using my brand of espresso machine," Francisco relates.
And what makes a good espresso machine? A good boiler and a good grinder. " big boiler means good steam power to make good cappuccino," Francisco explains. "And your grinder much be able to give you a fine and consistent grind. Otherwise, what will happen is you will not get a very rich chocolatey brown coffee." How well the barista prepares the cup of coffee, paying attention to the grind and the right timing, also makes a big difference.
"Our coffee has always been sought after for its quality, and we have been teaching our customers how to improve and maintain the high standards," Francisco says. "Through our Coffeology seminar, we can teach you to make good coffee, how to run your coffee shop efficiently if you already have one, or help you start one."
"That is what makes us different from other suppliers," Francisco points out. "They are mostly distributors. They import and they sell. They usually don't know what they are selling except the producer tells them. For example, if it is Italian coffee, dark roast, good for espresso, that's all."
 "I can tell you what you need," Francisco says. "We will work with you. We can custom-make your own blend. We teach you how to maintain high quality standards. We go all the way, up to giving you some design suggestions for the bar, and installing the machine, if you buy the machines from us. We also give training on the use of the machines, repair and preventive maintenance. We have helped a lot of people and coffee store owners get started this way."
It's what they call the "Total Coffee Solution." Boyd's also provides excellent business opportunities through their espresso cart system, a turnkey business furnished with everything you need to begin your own coffee business. This all-in-one coffee cart system, which carries the Italia d' Oro brand, is equipped with an espresso machine, grinder, brewer, air pot, condiments organizer, fold out and convenience shelves, and umbrella. With this fully integrated mobile espresso cart, a first in the country, you're all set to give your customers an authentic Italian coffee experience, with espresso and espresso based drinks such as cappuccino, café latte, and mocha. All you need is to find a good location.
Mr. Bean: Boyd Coffee Co. (Phils.) Inc. founder Roberto D.S. Francisco offers the "Total Coffee Solution" for those who want to put up their own coffee business.
"I can see a boom," Francisco observes. Filipinos are a coffee-drinking people. In fact, we consume more coffee than we produce such that we've had to import to meet the local demand in recent years. "There are many new players in the market , but we were there from the very start," Francisco remarks. In fact, as the pioneer in roasting specialty coffee in the country, Francisco has earned a number of titles including brewmeister, coffee expert, coffee specialist, Mr. Bean, and coffee king. They are all appropriate and well deserved. But he is not about to rest on his laurels. He travels abroad regularly to keep himself updated on the latest trends. "We want to remain competitive with world standards," he says.
The formula appears to work and it can very well serve as a template for others to follow. But Francisco is the first to tell you that, "I am not a special person. I did not have high scores in UP." He studied Hotel and Restaurant Administration in UP, professional cooking and baking at CIA in New York, and financial management at the Ateneo de Manila University. "I had opportunities," he says "and I took advantage of it, stuck to it, and made sure it does not leave me. If you have that diligence and determination, I think anybody can succeed. You also have to have the stomach to face failure."
He admits to being a perfectionist. "Since we have a reputation to maintain," he says. That's comforting for genuine coffee lovers to know, that someone is watching out for them, that they may continue to enjoy that perfect brew. Only they can truly understand what is meant by a line in Johann Sebastian Bach's Coffee Cantata that says: "Coffee is my one and only bliss."
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