Al Sterling

Male

Laguna Niguel, California

United States

Profile Information:

What is your position in the coffee industry?
coffee enthusiast, consultant
Where are you located? ( City and Country )
Laguna Niguel, California and Goias & Minas Gerais, Brazil
How many years have you been in the industry?
5+ years
If you are a barista or shop, are you interested in a barista exchange with another coffee shop/barista?
no
What cities or countries are you interested in traveling to?
"To the Moon Alice......to the Moon!"
About Me:
Enough about me, let's hear more about you and how your day will effect my week?
About My Company:
Family based coffee connections in the state of Minas Gerais, Brasil. Buying and business representation in Brasilia, Goiania, Uberlandia, Bambui, Sao Paulo and Rio.
What is your favorite thing about the coffee industry?
Opportunities for growth in US retailing
Website:
http://www.sterlingespresso.com

Comment Wall:

  • Mike

    Hi Al Sterling, My desire is to develope friendship through out the coffee world. Welcome to Barista Exchange. When I was a fourth grade child my family lived in mission viego and my father worked at saddleback memorial hospital. I am currently living in redlands california about two hours from you.
  • Matt Milletto

    Thanks Al, welcome to the site!
  • Alun Evans

    Like the videos...always good to see how espresso culture, in particular, is in producer countries.
  • Alun Evans

    Hey Al, we have quite a few common interests in that case! Sadly I do not get to the West Coast as often as I would like. I MAY be going to Detroit around Christmas to visit my bro-in-law, but it depends somewhat on what transpires economically over the next month I would guess. Spent a year in the US back late 89 and 90- in Colorado. Spent a bit of time during that stint in Southern CA. Great country, very welcoming folks everywhere I travelled. Would like to visit for sure next year, so I will for sure keep in touch.

    As mentioned I really like looking at the retail side of the business in other producing countries. In Indonesia we are a wee bit behind the 8 ball, especially with the Indy scene.
  • Alun Evans

    Sounds like your son's mother-inlaw is most likely from Wellington or around there (bottom of the North Island). You know NZ is such a small place I may even know the family!
  • Alun Evans

    Hey Al, thanks for the comments. My home town is Wellington, bottom of the South, which is actually further south than the top of the South Island... its like an enourmous "overbite". Top of the South is beautiful- cities and towns like Blenheim, Nelson, Richmond and Picton. Famous wine country as well as tobacco an whale watching. The coffee accross the strait in Wellington city is also quite something.

    Regarding the Indonesian question, indeed it is a sensitive one. Poverty is still a problem in Indonesia- and the racial question is one somewhat linked into this problem. Historically the Chinese make up a small % of the population, around 5-8%. Most came to Indonesia in the 1800's. Like expatriate Chinese populations in many countries, the tight wok ethic meant that they enjoyed economic success here (as well as in neighbouring Malaysia and Singapore). However, I think due to the way the Colonial Dutch Government ran Indonesia the Chinese were used as a buffer between the local population and the Europeans. After the Dutch departed a lot of the wealth, maybe as much as 85%, ended up being controlled by Chinese business interests. This of course has ultimatley caused a lot of problems that areas much economcally driven than racially motivated. In the economic collapse of 97/98 it was hard for all groups.

    The coffee industry, both up and down stream has a fairly diverse level of people involved- chinese, europeans, javanese, sundanese, baliese,Papuans, Floranese, Timorese, Torajaans etc. The export buiness has perhaps a higher level of chinese Indonesian involvement, primarily because they are and have always been traders.
  • Alun Evans

    Chatting would be GREAT! We have just got a high-speed broad connection here so SKYPE could be an option. I think a lot of people in the coffee industry have talents leading towards anthropology and social/ethical relationship building. Its an incredibly diverse group of people in the industry, thats what makes working within it so unique and rewarding.
  • Marista

    Hi! Yeah Barefoot is a great place to work, I love it. I'm actually not Brazilian, "Marista" is a play on words; a combination of my name, Marie and Barista. Anyway, let me know if you ever head down to the coffee works or cafe, take care!
  • Marista

    Great I'll make sure to tell Chris that you enjoyed the Ghimbi. Let me know the next time you stop by the foot! Take care.
  • Alun Evans

    Al, my skype is alun_evans_merdeka .
  • Alun Evans

    no problem Al. I am on the road myself now until monday. After that try buzzing me. generally with the time difference might be best in your evening tjme I would guess. regarding currency fluctuations, it is scary. the strengthening $ at this stage helps no one.
  • J.P. Oughtred

    good show Al.
  • Alun Evans

    Hey Al, thanks for the note and good luck for the upcoming road trip. I can fully and sympathetically understand your espresso story. Here in Indonesia an "espresso" is anything black, extracted from a bean and of 30ml-180ml in a cup, via an espresso machine. The 30ml may resemble and espresso, but normally any resemblance is purely. coincedental!!! The 180ml obviously is more like an "Americano" than an espresso!

    Over here we are all wishing the US Presidential and House Elections were tomorrow and not still a week away. Economic malaise is beinning to take root here, as in most other Asian countries. It makes business planning difficult for everyone.For instance the Indonesian Rupiah has devalued against the dollar about 20% in the last 5 days. You can obviously hedge currencies only so much and memories of what happened in 97 (a roughly 1000% change in a few months vs the US$) are still fresh enough in peoples minds to make everyone a tad nevous. The hope is a change will be good. Politics are a closed book to many living here, so comments about who should win are few and far between. Probably Obama has the edge as he spent 2 or3 years here in Jakarta as a kid. I like the way he talks- but American politics suprises me in the fact that neither candidate has to present a full, factural plan (read "concrete") before the election. In NZ politicans must roll out a pretty indepth manifesto of their plans- including who they would put into key positions. Pity the politican who does not live up to his/her promises in NZ.

    Thanks for the comments on the photos. Most are of Indonesia, with perhaps 4 or 5 of Australia, Singapore and Italy.

    Looking forward to chatting more in the future!
  • Ed Ishida

    Hi Al,

    You can call me anytime you want @ +55-11-8203-3345

    Nice to hear from you again.

    Best regards
  • Andy Newbom

    Awesome to hear that you loved the coffee that Bevalo is serving up. They work their hands to the bone making sweet coffee love.
  • Ben Lanoha

    Al, hey, sorry I wasn't able to get in touch with you. You're correct in assuming that I have been well beyond the point of busy. Construction is already under way, lots and lots of decisions to be made. I'm glad you were able to go to Bevalo and Caffe de Bola. I've met John and Andrea at Bevalo, both awesome people and their coffee offerings are great. De Bola also has great coffee. I do hope you stay in touch. I'd love to have you out to the shop. Looks like we'll be open in January! Take care.
  • Ed Ishida

    Hi Al, next week I'll go to Brasilia (25th) and Goiania (26~28/11) coming back to Sao Paulo friday night (28) in a business trip. If u need something from there, just email me..

    Take care
  • Matt Milletto

    Hey, yes that was me in Long Beach on the Queen Mary. That as during a Freshcup Roasdshow I believe. Glad things are going well for you. Keep in touch and let me know if we can help you in anyway.

    - Matt
  • Rast Family

    I'm sorry that we aren't open...yet. Hopefully in the beginning of the New Year. Little more to do yet, but we're on our way.
  • Rast Family

    Thank you for stopping in, and for your kind words of encouragement to our family's endeavor. We hope to live up to expectations. Right now, it is sometimes overwhelming to jump through hoops and red-tape, but we're almost there. I'm sorry to have missed your visit - many thanks from Frank and Jas.
  • Rast Family

    Thank you for the encouragement. I think Jas spoke to you about our getting fresh pastries delivered every morning, and a neighbor also delivering fresh sushi to us, too. Jas' specialty had always been making special occasion desserts for friends. A certified kitchen is being built a block away, so perhaps she can get baking again. Time will tell. Thanks again.
  • Brendon Parsons

    Yes Al, I have spent a lot of time trying to focus my energies on a career path. It actually keeps me up at night sometimes, as dreams sometimes do. In addition to my chemistry studies, I try to learn as much as possible about coffee outside of the classroom. The biggest challege I face is getting the on-the-job experience I need to place in the coffee industry. I'm hoping to find such an experience this summer.

    For five weeks, I will be studying abroad in Guatemala, learning Spanish and some cultural studies. I hope afterwards to spend the rest of my summer vacation learning the coffee trade at origin. Do you have any recommendations? I am fairly financially independent, and should be able to afford at least a month of living abroad. My biggest interests would probably be shadowing a coffee buyer, or actually living on a farm and learning what exactly goes on.

    PS: please excuse my rambling...final exams and term papers have killed me this week. My writing ability is somewhat exhausted at the moment.
  • Brendon Parsons

    Also, by the way, very nice espresso bar set-up! I have a similar set up, but am severely limited by the space constraints of my dorm room.
  • Rast Family

    In-Laws or Out-Laws, there are enough of us to go around. We'll keep you posted on how everything goes...
  • Edgard

    Dear Al,

    I am sorry for not replying earlier but I haven't had the chance to visit my page at baristaexchange.

    Thank you for your comments regarding the site. I like it too.

    You can send me an e-mail to edgardbsca@uol.com.br or contact me +55 35 3299-2702.

    Regards,

    Edgard Bressani
  • Steve MacDowall

    hello Al, greetings from Canada - Steve
  • Steve MacDowall

    thanks for adding me - have a great weekend - Steve
  • Steve MacDowall

    "You speak Canadian, right?" - I love it - thanks
  • Alun Evans

    Hey Al, hope the drive downtown went well. I am around for Christmas, so will try and catch up online during that time. Best to you and yours, Alun
  • Kat Nunez

    You're cool with me Al! I'm from Philly...I wished the Eagles had beat the Cards in the first place. The Eagles and the Steelers...that would have been an interesting game!
  • Julie

    Hi Al,
    Thanks for adding me as a friend. I recently went to Brasil and fished on the Agua Boa. (Catch and release fly fishing). I enjoyed Manaus. My husband and I are going back in January to fish some more. I'm sorry you didn't stop by while you were in town!
    Julie
  • Flavia Celidonio Pogliani

    Hi Al!
    That farm is located in Byron Bay hinterland, one of the largest in Australia. Beautiful isn´t it? The photo was taken end of February. When I remember the name I'll let you know.
    Ed Ishida, I haven't met him yet, why...?
  • Flavia Celidonio Pogliani

    From Santo Grão I know Thiago Trovo only. He used to work there actually, now he´s about to leave to Toronto. I'll ask him about Edson anyway, I'm sure they know each other.
    I haven´t met any Cassiano either...
    Carmo and Sao Lourenço, I´ve heard about the coffee from those places, but I haven't been there yet. Southern Minas Gerais is beautiful, I can understand why that area is one of your favorites. And they have some of the best coffee in Brazil as well.
    I´ve been to coffee farms in Franca (High Mogiana), Ourinhos (Parana), Bragança (Low Mogiana), Galia and Garça (western Sao Paulo), it´s very interisting seeing coffee growing in such different areas; once a friend of mine, permaculturist and horti-culturist, said that coffee in Brazil is like weed, growing everywhere.
    I just came back. I'm living in Sao Paulo but my family is also based in Cascaiz (Portugal) and Guaruja (on the coast). I'm by myself at the moment, what actually gives me plenty of time to write and study more about coffee.
    I read you have a Krups. I have one here at home as well. My father bought in 1985, but I just got to know it! I think he was afraid his children would damage it, so he kept it hidden somewhere, for all these years. It still works, but it’s probably untunned. I can´t get a decent espresso out of it. As my father just went back to Cascaiz, I think I’ll open the machine and see what I can do.
    Al, have you been to Sao Paulo lately? In the past few years they have opened coffee shops selling great espressos. And some old ones are changing their coffee beans for gourmet ones. It wasn’t like that at all when I left! Specialty coffee industry here is growing quite fast. I’m happy to be back and see it happening.
  • Flavia Celidonio Pogliani

    Indeed, Al! I wish I was mineira so I'd be a ggod cook naturaly! Back in Australia one of my flatmates was mineira and I was always asking her to cook dinner. When she moved out we were always organizing churrasco at her place. Her boyfriend was also mineiro, so we were in good hands. And I want to say that rosca rocks! You're a lucky man!
    About the pictures, I actually have a very simple digital camera. I had to buy in a hurry in Toronto, just got the best deal in a shop: it´s a pentax optio E10, 6megapixels, 3xzoom, 5.5mm - 16.5mm. I think, as I know that I don't have a great camera, I try to use the light the best I can. I actually don't know anything about Photography, only a bit of framing and light... Al, I guess I was just lucky when I took them.

    A combat photografer in Vietnam?? Serious?! What an experience... Have you got any other website where you share your photos? By the way, I saw the videos. You have a very good accent, just keep on practicing. Fresh black brazilian coffee and a bit of conversa em português early in the morning, and you´ll be fine:-). Reading also helps a lot. If you want to read about coffee in portuguese, try coffeetraveler.net, from Ensei Neto. Most of the things he posts you probably already know, but he's one of the best regarding coffee here in Brazil.
    Interesting videos, Al! I was a bit jealous when watching your cupping session set up. By the way, have you noticed how hard it is to find women in this industry? I took a cupping course in 2007 in São Paulo and I was the only women there. I hope things change in the future because in a cupping session like the one in your video, some of the men don't feel comfortable in having a woman around.

    Al, could I let you know when I upload photos? As you are a professional, it would be nice to hear your opinion. Maybe I'll start taking photography more seriously, because I really like it. About the book, I hope the publisher (when I find one :-)) will be willing to put some of my pics in the book...

    Brazilians are everywhere, aren't they? I guess I'll have to include South Orange County in a trip I'm planning with a friend, Thiago Trovo, also crazy about coffee. We want to drive from Vancouver down to California, stopping by at Seattle and some other places, to check out the coffee culture all along the way, from Canada maybe to Mexico. Brazil might be the largest producer, but thanks to the Western America´s coffee culture (and Italian immigration ;-) ) (and Starbucks fad...) specialty coffee here in Brazil is becoming more and more available and affordable.
    But this trip is still only an idea...

    Well, let me know when you post something new! This week I'll be full time working on the book, so I'll be offline. Otherwise...

    Cheers!
  • Eldon Hooley

    Well, that's too bad! It's the way it goes sometimes....... this old car is in super good shape, interior redone nicely and runs good.
  • Mandoline Medina

    ...I actually enjoy the stop-motion effect and storyline of the video more than anything.
  • Mandoline Medina

    ...simply said, nice choreography no? You're welcome. I'm not even sure how I came across that artist guess I lucky.
  • Pablo Castaneda

    Ola prezado Al. como voce esta? Thank you for your great information regarding coffee fest Vegas.- Hope to meet you in person indeed.- Obrigado por sua informacion.-

    Pablo
  • Ray

    Yeah...the blog is pretty awesome.
  • Pablo Castaneda

    Hola Al, that sounds great, Ill give you a call when I get to Vegas, ta entao poso falar voce.

    Bom dhia, bom dhia prezado amigo.-
  • Pablo Castaneda

    Al I'm flying to LAX and I will be in the area as well before I go to Vegas.-
    I will be going to San Diego before I go to Vegas.
  • Pablo Castaneda

    Hola Al, just to refresh things, Ill give you a call once I get to the USA, so if you get a call from a weird number problably that will be me calling you from somewhere, I will be meeting with Matth problably at his booth on friday.- I'm bringing some coffee samples for you as well, have a lot of plans for our plantation roasted coffee, perhaps you can help me.- Obrigado pela sua atencoa.
  • Pablo Castaneda

    sounds like a plan, saturday can work even better indeed, what's your seminar about??, hey do you know what's this BXchange advertise about making $100 a day using Bxchange site??? I guess we all are getting that message.-
  • jon stovall

    hey al.

    where have you been?
    have you gotten over the SARS yet?
    if you get back to SLC please say hello.

    cheers.
  • Alun Evans

    Yes, candy here is cheap...cheap...cheap. Basically one candy here sells for arounf US$0.01 (1 cent). Torabika, KopiKo, KapalApi all make versions of these sweets. Indonesia has plentiful supplies of robusta which is made into essence for these sweets as well as sugarcane....all make for a thriving sweets biz.
  • Mike Spence

    Hey Al, it was good to talk with you at the coffee fest in vegas!
    Mike@SelbySoft.com
  • Mike Spence

    Awesome! There is always coffee fest in september!
  • Jarred Hoffpauir

    Hi Al,
    We do not really have set territories exactly. We are a small and friendly bunch though. We all just want to get these machines out and in use because we all love them so much and really believe that it will be a huge asset to many business owners. It seems like you have already spoken with Steve about a machine and of course I would say call him up today and get your machine ordered! However if you have any questions anyone on the Chef Stack team would be more then willing to help you out.
    Jarred
  • Moto-Espresso Coffee Carts

    Al- Thanks for the encouragement and nice comments about the Monterey Event. Sorry that you were unable to make it, but we'll catch up with you sooner or later!