the Virtual Coffee Staff:
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Virtual Coffee Staff:
Bruce Milletto is President of Bellissimo, Inc. and Founder
of The American Barista and Coffee School. His early involvement
and insights into the American gourmet coffee movement have been
written about in numerous national and international industry trade
publications, where Bruce has been hailed as a pioneer of the American
espresso industry and dubbed "Mr. Espresso USA."
Bruce is recognized by the press and the coffee industry internationally
as “the voice of North America’s specialty coffee industry”.
Next to Starbucks founder Howard Shultz, no specialty coffee professional
is quoted more in the national press than Bruce Milletto.
The media frequently call upon Bruce for information about the
specialty coffee industry. He has been interviewed by, or quoted
in, The New York Times, Time Magazine, Newsweek (U.S. and International
Editions), The Washington Post, The Wall Street Journal, Entrepreneur
Magazine, Kiplinger's, Forbes Magazine, The San Francisco Chronicle,
Harvard Management Update, Crain's Business Review, The Seattle
Times, and The Oregonian as well as hundreds of other publications.
His expert commentary has been heard on the radio, including “Coffee
Talk” on National Public Radio. In 2003-2004, Bruce appeared
on an HGTV (Fine Living Network) television series that aired on
the cable station and on the United Airlines in-flight service
network. In 2005, he appeared on the History channel program “Modern
Marvels,” in an episode about coffee.
Bruce holds an undergraduate degree from Northern Arizona University
and a master’s degree from the University of Oregon, where
he taught in subsequent years in the MBA department.
Bruce is often described as a renaissance man, as he is also an
accomplished composer, fine arts collector and has worked for various
corporations and government agencies in marketing and teaching
positions. He has owned three successful retail gourmet coffee
operations and has assisted numerous clients in creating new coffee
start-ups worldwide. As a consultant, he has worked with individual
and corporate clients in Asia, Mexico, Europe, the Middle East
and North America.
In 2003, the Specialty Coffee Association of America (SCAA) named
Bruce one of its 20 “Coffee Luminaries,” and in 2004,
he appeared on The Gourmet Retailer’s list of the 25 individuals
who helped shape the specialty coffee industry in the magazine's
25th anniversary issue. Bruce serves on, and is the former Vice
Chair of, the SCAA Communication Committee and is Chairman of the
Advisory Board of Coffee Kids.
Bruce is also the recipient of the SCAA’s Distinguished Author
Award in 1999. He serves on the prestigious editorial board of
the Specialty Coffee Journal, covering the marketing segment of
the specialty coffee industry, and a coffee-product review panel
for NSF International, an independent, not-for-profit, third party
standards development and certification organization specializing
in public and environmental health.
Underscoring his role as “voice for the specialty coffee
industry,” Bruce wrote a column for many years for Fresh
Cup Magazine, the specialty coffee industry’s leading publication.
He continues to frequently author articles for the magazine as
well as provide articles and interviews for such trade publications
as Specialty Coffee Retailer Magazine, Fancy Food Magazine, Coffee
and Beverage Magazine (Canada), Euro Coffee (Italy) and Coffeenet
Bruce was the keynote speaker at the first Greek Coffee Industry
Forum in 2001 and has provided keynote speeches and led seminars
at all of North America’s major coffee trade shows as well
as coffee events and trade shows in Europe.
Bruce is the author of Effective & Essential Marketing for
the Specialty Coffee Retailer, which was named Best New Educational
Product at the 2005 SCAA Conference and Exhibition, and co-author
of Bean Business Basics, Bellissimo's 740-page start-up/operational
manual. Bruce is also an award-winning film producer/director of
coffee-industry films. In 2001, the Bruce Milletto/Kenneth David’s
production, "The Passionate Harvest," won Best of Show
at Coffee Fest Las Vegas and Best New Product at the 2001 Specialty
Coffee Association of America Conference and Exhibition. The film
won a Bronze Award at the 22nd Annual Telly Awards, a Silver Award
at the 2001 Summit Awards, the Award of Distinction at the 2001
Videographer Awards and a Platinum Award at WorldFest Houston 2001.
In 2005, Bruce won a Gold Award from WorldFest Houston for "Advanced
Barista Training: Extreme Pours."
Kris Larson is vice-president of Bellissimo, Inc. She has extensive
experience developing and implementing strategic marketing,
public relations and promotional programs through her work in
both the public and private sectors. Ms. Larson's financial
includes managing and administering publications and advertising
budgets, and projecting financial data for new business startups
She has developed an extensive understanding of the specialty
coffee industry/retail business, and has assisted numerous individuals
in many aspects of the creation of their businesses. She is a
speaker at Coffee Fest Trade Shows and the Fresh Cup Road Show.
Ms. Larson holds degrees in English and Political Science from
State University in Minnesota.
Matt Milletto is Bellissimo's Consulting Director. He is responsible
for coordinating Bellissimo's individual and corporate consulting
programs, acting as liaison between Bellissimo clients and consultants
while improving the operation efficiency of the company's consulting
division. He is also responsible for the company's Web Design,
Graphic Design and Internet solutions.
Matt has extensive
experience in retail coffee and has managed multiple coffeehouses
and worked as a barista since 1994. Matt is an instructor at
Barista & Coffee School and is one of four lead
barista's in Bellissimo's newest Advanced
Barista Training/Fancy Pours video. Matt is a speaker at CoffeeFest Trade Shows and
has been quoted in numerous newspapers and industry magazines.
He also sits of the SCAA Training Committee and the Espresso