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Martin Diedrich - Lifetime Achievement Award

In 2005, Martin Diedrich was honored with the Specialty Coffee Association of America's(SCAA) Lifetime Achievement Award. This is the highest award given by the SCAA, described as being in recognition of general career excellence, including inspiration, direction, and leadership, presented to one whose positive influence transcends the limits of 'company' and 'profit' per se, and whose work inspires others to contribute their best efforts toward attaining the 'specialty coffee ideal'—to provide consumers with the finest cup of coffee in the world.

In the 23 year history of the SCAA, this honorable award has been bestowed on only ten other distinguished coffee luminaries of the trade. They include, Alfred Peet the founder of Peet's Coffee, Jerry Baldwin the founder of Starbuck's, George Howell the founder of Coffee Connection in Boston, Dr. Illy the family patriarch of the Illy Coffee empire out of Trieste Italy and a handful of others. The significance of this has to be understood in the context that the SCAA is the single largest trade organization of its kind in the world of coffee. It significantly influences global trade policy on coffee which is all the more remarkable when you consider that coffee is the worlds second largest trade commodity in dollar terms only to oil. So, this was an enormous honor bestowed on Martin by his esteemed peers in the trade.

The award was presented to Martin at a special reception during the SCAA's 17th Annual Conference & Exhibition in Spring of 2005, which marked the single largest worldwide gathering of coffee professionals in history. More than 10,000 participants from more than 40 countries representing coffee producers, exporters & importers, roasters, retailers and manufacturers. Barista and specialty coffee connoisseurs were also in attendance. The exhibition featured over 850 exhibit booths and 500 specialty coffee companies showcasing their products and services. The conference curriculum provided over 200 hours of education on topics such as growing and processing, roasting, brewing and serving, quality standards, sustainability, industry trends, coffee cupping, business best practices and espresso basics, among many others.

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