Richard Wolak interviews James Hoffman, Winner World Barista Championship of 2007.
How long did you train for the World Barista Championship?
I first began competing back in 2005, so I guess it has been on and off for the last three years. Whilst the dedicated training time might only last a few weeks or months each year, you are constantly thinking about it and trying to innovate and improve.
What inspired you to become a leader in the coffee industry as a barista?
I am not sure at what point I got bitten by the coffee bug, but once it got me it set me down the path of never being satisfied (in a good way). I always wanted to know more, learn more, taste new things. The more I enjoyed it the more possibilities there seemed.
Where and when was the first Barista championship you competed in?
I entered the London/Midlands combined heat back in 2005, which I won. I had learned about it from the 2003 Champion - Simon Robertson.
I understand you have previously won two U.K. Championships, when were those held? And do you have any experiences from those championships you would like to share with our readers?
I won in 2006 and this year in 2007. Both times the finals were held at ExCel in East London.
How did it feel to win 1st place at the World Barista Championship in Tokyo, both on a personal and professional level?
I was delighted, though a little surprised. I had approached the competition with a very open attitude. Having competed on a world level the year before I knew what to expect, and I knew that the standard was very high and always tougher with every passing year. I had reached 5th place last year so I figured that took pressure off me. I think my relaxed attitude and aim of just enjoying it worked in my favour.
Describe the drink you created as your "custom" drink in the World Barista Championship in 2007.
I create a ganache using a tobacco infused cream and chocolate. This was then mixed with espresso and then topped with a foam I had made to taste like biscotti. It was all about marrying flavours carefully, as well as using ingredients that we associate with drinking coffee for pleasure, not just for the caffeine kick.
What was it like competing in the barista competition? Was it fun or stressful, or both?
It can be very stressful, as it is very different to working behind a cafe bar. I think it surprises a lot of people who enter, and you can't really prepare for it. I enjoy it, though it can get stressful when there is a weight of expectation upon you.
Tell our readers about the Barista culture and coffee scene in England?
In truth we are still a long way behind countries like Denmark, Norway, Australia, New Zealand or Italy. I think the proliferation of chains does nothing to advance quality, but there are a few exceptional cafes and roasters in amongst the pack who are passionate and skilled. We just need more!
What advice/tips do you have for Baristas just getting started?
Taste as much as you can, it is the quickest way to learn about techniques or coffee itself. Try as many different blends as you can, learning to cup helps a lot.
Tell our readers what was involved in your training for the World Barista Championship in 2007.
The hardest part was working on the coffee I used. I chose to use single estate coffees - one for my espresso, one for my cappuccino (I used both for my signature drink). My girlfriend, and fellow coffee world champion (this time in Coffee Tasting) Anette Moldvaer roasted the coffee. There would then be a lot of run throughs, working to correct flaws in my technique and refining the presentation. Stephen Morrissey, an Irish barisa or repute who will be working with us in our future project, worked on the routine with us as well.
What is your favorite food to complement your favorite espresso beverage?
I am fairly simple when it comes to food an coffee - a good pastry works very well for me, perhaps a great almond croissant.
What did you do before becoming a Barista?
I did all sorts of everything - sales, croupier, a little time in the wine industry.
Do you have any mentors in the coffee industry and if so, who and why?
I don't think mentors is quite the right word. I am lucky to have many friends in the industry and many past champions have been great and very helpful.
What interests do you have outside of the coffee business?
I enjoy photography and also write and release music when coffee finally lets me have some spare time.
POSTED: Tuesday, August 21, 2007