KONA COFFEE COUNCIL MINUTES
Thursday, May 6, 2004
The meeting was called to order at 4:05 pm by President Roger Dilts.
SCAA Report:
Roger reported for George and Jean Fike. There were two main comments. The quality of coffee in specific areas is increasing and we need to be diligent in maintaining the image of Kona coffee. Also, there were several parties at the show who were interested in buying small quantities of green coffee, in the 100 to 200 pound range.
Last Month’s Minutes:
There were three corrections. Regarding the property tax assessment, there is a class action law suit against the county, not the Mayor. The lawyer representing the Kona Coffee Council is Francis Jung. Thunder Mountain was cleared of all "allegations", not "charges."
The minutes were approved as amended.
Treasurer's Report:
Reconciled bank balance of $35,127.11 on March 31, 2004. Unreconciled bank balance of $34,237.51 on April 30, 2004. Included in the balances is the Leasehold Legal Fund with its current balance of $1,595.33.
COMMITTEE REPORTS
Education:
Ken announced there would be a vertical selection workshop on June 5, 2004 at 8:30 AM at Cedar House B&B.; Bob Smith will be the selector.
Coffee Talk:
The next Coffee Talk is scheduled for May 12, 2004. The subject will be Web Marketing Experiences.
Promotions:
The committee decided to reduce the scope of the web site project in 2004. That would include creating a new web site modeled on the Napa Valley Wineries web page; a new name, KonaCoffeeCouncil.org; and the introduction of significant content. In 2005 we would begin a more aggressive marketing program.
The printed promotions plans will be revisited next Fall.
Seals:
Jean Fike turned the program over to Christine while Jean was on the mainland. (As of now, the contact for seals is Bryce Decker.)
Restaurant Recognition:
Bruce announced that two new restaurants have been added to the program. They are Café Pesto in Kawaihae and The Orchid Isle Café.
Bruce is considering including mainland restaurant recognition on our web site for an annual fee of $35.
The Cream of the Crop Kona Coffee extravaganza and cupping contest will be held at the Kona Village Resort on July 17, 2004. The cupping contest will have both a Chef’s Choice and a People’s Choice for all of the categories.
Festivals:
The Kona Coffee Cultural Festival will be held from November 5 to November 14, 2004. Farm and Mill tours will be on November 9 and 12. The Cupping Finals will be on November 10. The KCC Dinner and Benefit Auction will be on November 11.
The Big Island Festival will be held November 1 through November 7, 2004. There will be a tasting seminar at the Hapuna Prince.
Fund Raising:
At the Made In Hawaii Festival there will be a tasting of Kona Coffee, and an opportunity for the KCC to sell donated coffee either in mixed bags or individual farm packages. There will be a Kona Coffee education booth as well.
Web Business
Ed created a one page handout for distribution to groups that are not familiar with the KCC. It is intended to inform potential members of the KCC, and to give them the names of the Officers if they wish to join. Roger pointed out that will also have the KCC brochures for distribution at these events.
The Promotions Committee recommended the KCC secure a new name for our web site without the "-" between the words. Also, they recommended acquiring several site names and interlinking them to create more web traffic. Ed has purchased www.konacoffeecouncil.org, .com, .net, .info, .biz, and .us. KonaCoffeeCouncil.org will become our new site. The other URLs will point to it. When it is ready to replace our existing site, then Kona-Coffee-Council.com will point to it. This will make the change transparent to all of our existing visitors.
Ed has recommended that we need more sizzle on the web site and more content. The sizzle to get people’s attention to visit the site, and the content to get them to keep coming back. The content side would be divided into a members only area and an area for everyone. The members only would have a significant amount of useful information so it could be used to induce more members to join.
Ed has created a "straw man" for the new site for your critical comments. It emphasizes the three words of our mission statement, Education, Promotion, Protection. Each of these three words would be a link to appropriate content and all content would be under one of these categories. For example, under Promotion we would have the Events page; under Education we would have the Coffee Talk schedule.
The home page of the KCC starts off by saying, "Welcome to the home page of the Kona Coffee Council. From growth to cup we are your one source for education, promotion, and protection of 100% Kona Coffee. The picture of Pele was left to add continuity from the old site. On the left side of the page there is room for sponsors of the KCC site. We would charge a significant fee for being a sponsor.
None of the design is cast in concrete. All ideas are welcome. However, we have begun this project. We are using the Napa Valley Wineries web page as a model. This leads to new possibilities of marketing Kona Coffee. For example, we could have Estate blends. A mauka farm blends their coffee with a makai farm to create a new taste of 100% Kona Coffee.
A concern was voiced about using the word "blend" in conjunction with Kona Coffee. The response was maybe we need to make "blend" a wonderful word not a dirty one.
Ed emphasized that the committee needs your feedback. Doors are opening. Do you want to go through them?
The current project is building the infrastructure to house the content. This will give the KCC its own Intranet that will have ancillary features like video conferencing.
Ed has made a unilateral decision to not post "controversial" issues on the web site. This would include things like the Ka’u coffee issue, and anything that is more rumor than fact or anything that could cause us any harm. There are issues that should not be the world’s business until they are solved, and then we can decide to post the results.
The members list is being migrated to our Intranet. It will provide a single source for all members and friends, past and present. Once this is done we will be able to get information out to our members in a timely and efficient manner. We will also have the capability of doing joint distributions with other organizations if we all agree.
Last, Ed put in a request for backup for the web business position. He fears that he may be attacked by his chickens and then no one would know the user names and passwords for all the web sites.
Legislative:
Bruce reported on the legislative issues, primarily on the protection of ag lands. For the twenty seventh straight year, the legislature failed to pass any legislation on the protection of ag lands.
Roger talked with Howard Yamasaki, President of the Kona County Farm Bureau, and they agreed to start working at the local level to attempt to get some action.
Membership:
Grace reported that we have 175 members, 60 of those do not have e-mail addresses on file, and 90 members from 2003 have not renewed yet.
There was some confusion about who gets on the e-mail list. It was explained that only paid members with e-mail addresses get the newsletter. Past members can get it but that needs to be a Board decision.
Grace proposed a membership card, and she passed around several samples she had created.
There was a proposal to establish a "life time membership" category. This is under consideration.
Nancy Griffith made a recommendation that we capture information about the member and the farm at the time of joining or renewal. This information would include specifics about production, acreage, number of trees, pounds of cherry, parchment, green, roasted. All of this to build our knowledge of Kona Coffee so we can present a more compelling argument for Kona Coffee.
Estate:
Bob reported that the new supply of coffee bags would be ready for distribution before the season begins. Also, if we want to change the design, it will cost between $800 and $1,200.
There are two new applications for the Estate program; Hubbard & Sons, and Hope Family Coffee Farm.
The number of Estates is approaching 70, and Bob is working on the program to require the use of the KCC seals as a condition for being in the Estate program.
OLD BUSINESS
Kamehameha Schools Lease:
There will be a meeting with the new, outside lawyers representing Kamehameha Schools on May 11, 2004 in Honolulu. Roger will represent the KCC, Howard Yamasaki will represent the Kona County Farm Bureau, and Larry Baird will represent the Kona Farmers Alliance.
Property Tax Assessment:
The county is now requiring an active ag plan for all ag properties. This is viewed as harassment by the county and could provide grounds for a new law suit.
The number of appeals filed is in the hundreds, including several large ranches.
GM Coffee:
Una Greenaway has been working toward a "one voice" position from all interested organizations to present to the Department of Agriculture and the Governor. The HCA has issued a new statement. The three main parts are: 1. No GM coffee is grown in Hawaii. 2. No GM coffee should be grown commercially or field tested at this time. 3. The HCA is to be part of the decision process with the state regarding GM coffee.
The Board voted to support the HCA statement.
Strategic Planning:
Roger proposed that we circulate the questionnaire, summarize the results, and have a follow up meeting.
Ed added that the previous focus was on Promotion and we need to revisit the Education and especially the Protection strategies. He proposed that we keep the process moving along by developing a 3-5 year plan and then a one year plan by December so we would have a basis for next year’s budget.
NEW BUSINESS
IRS
Bryce completed the taxes for the KCC, and we owe the IRS $29.96 more than was budgeted. The Board voted to pay the bill.
Epilogue
The meeting was adjourned at 5:37 PM.
The next meeting of the Kona Coffee Council will take place on
Thursday, June 3, 2004 at CTAHR/Ag extension office in Kainaliu at 4 PM.
Membership in the Kona Coffee Council is on a yearly, January through December, basis. The dues are $20 no matter what time of year you join (except Nov and Dec memberships will count as next year memberships).
Please send to PO Box 2077 Kealakekua, HI 96750: your name, your farm or business name, your mailing address, your phone number and if you have An E-MAIL ADDRESS and/or a WEB Address, please write it in. In addition to the newsletter, e-mails of new events/activities/reminders are sent during the month between meetings. Having an e-mail address and updating it as necessary will help to keep you more informed.
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