Marcela Zuchovicki of Jalima Coffee will be presenter at the 3rd Annual Coffee & Tea Festival held at the Metropolitan Pavilion in New York City on April 12 and 13th. Overall, the Coffee & Tea Festival attracts a large audience from New York City and beyond as coffee and tea aficionados continue an ever-increasing appreciation and “thirst” for knowledge about the world’s finest coffees and their characteristics.

New York, NY (PRWEB) March 12, 2008 — Jalima Coffee (http://www.jalimacoffee.com/) in conjunction with Gillies Coffee will host a coffee cupping at the upcoming third annual Coffee and Tea Festival at the Metropolitan Pavilion in NYC on April 12-13, 2008. Attendees will experience a once in a lifetime opportunity to witness a coffee cupping; something quite spectacular, something that most consumers have never, ever seen.

On Sunday, April 13th, 2008, Marcela A. Zuchovicki of Jalima Coffee will lead an interactive coffee cupping and tasting session at the 3rd annual Coffee and Tea Festival NYC. Similar to wine tasting, and rarely seen in public, cupping allows the participant to evaluate and compare different coffees on five major characteristics: flavor, acidity, aftertaste, fragrance, and body.

Ms. Zuchovicki, seen recently on the Food Network hit show Unwrapped: Caffeinated will be using some of the very best coffees from around the world, including beans from Africa, Indonesia, Mexico, Hawaii, and others. This demo will deliver a rare opportunity for consumers to see what goes on behind their favorite cup of Joe.

The two day festival will feature everything related to coffee and tea and will offer attendees the opportunity to sample different coffees and teas from around the world. Jalima Coffee was started 3 years ago by three women and lifelong friends, each professionally successful and all at a crossroad looking for a new challenge. A business idea was launched to start a specialty coffee venture to capture the most delicious flavors in the world: high altitude, organically grown coffee, bird friendly from the cloud forests of Mexico and to build a company committed to bio-diversity: social responsibility, economic sustainability and support of preservation of ecological projects and the environment.

Since August of 2005, the Jalimas (Janet, Libe and Marcela) have placed their line of exceptional 100% Arabica specialty coffees in approximately 250 specialty stores and gourmet food markets throughout Northeast, Florida, and the Mid Atlantic region of the USA. Jalima Coffee products can be found in some of the renowned gourmet food destinations in New York City such as Amish Markets, Garden of Eden, Georgia’s Bake Shop and Zabar’s in New York City; all 26 King’s Super Markets in New Jersey; some of the Whole Foods Markets in VA, MD, DC, OH, and specialty stores in the west coast of Florida to mention a few.

Since 2006 Jalima Coffee has been available at Amazon.com (http://www.amazon.com/s/ref=nb_ss_gw/105-9716309-8166819?url=search-alias%3Daps&field-keywords=Jalima+Coffee&x=22&y=18) and through www.jalimacoffee.com, making Jalima Coffee available anywhere in the U.S. and beyond. Through the company’s website and internet catalog, Jalima Coffee is also sold to members of the Hispanic Association of Colleges and Universities at over 400 member campuses and their students, faculty, staff and alumni in the US. Quite an impressive start for the new kid on the block!

To compete with the big guys, naturally, no small order but these three women entrepreneurs will accept nothing less. Their focus these days is on building brand awareness, loyalty and expansion of their products, origins and distribution network regionally and nationally. Making Jalima Coffee a household name in the competitive specialty coffee industry will take unyielding belief in their product, their mission and themselves.

Tickets are on sale now for the 3rd Annual Coffee & Tea Festival: NYC will help raise funds and awareness for Cup for Education, the official charity of the event. Cup for Education helps the poor and rural coffee communities of Central and Latin America build schools within their communities and provide the basic tools needed to educate the future generations of coffee farmers. Visit www.coffeeandteafestival.com for more details. Limited exhibitor opportunities remain. Inquiries should be made immediately to 631-940-7290.

Jalima Coffee plans to continue its outreach to consumers through exhibitions and seminars to raise awareness of not only the exceptional quality of high altitude Mexican arabica coffees, but also the important mission of social and environmental responsibility in the coffee industry. Jalima Coffee (www.jalimacoffee.com) was conceptualized in December 2004. Since its inception, Jalima has partnered with several organizations to support social, sustainable, educational and ecological projects such as the El Triunfo Conservation Fund in Chiapas, Mexico, the Hispanic Association of Colleges and Universities (HACU) to support their educational initiatives, Andares, A.B.P. that provides work opportunities for the disadvantaged, and many others. Jalima Coffee has a line of three biodiverse coffee products from Mexico: Jalima Certified Organic Coffee from Chiapas, and H&A Gourmet Coffee, Regular and Decaffeinated from Veracruz.

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Tea comes in three primary ‘colors’: green, oolong and black (though white tea exists, too). But the different shades are not the result of using different varieties. They stem from the amount of oxidation the leaf undergoes before being further processed.

Black tea certainly exists in China today, as it has for hundreds of years. But 90% of it is exported to the rest of the world. Green (and, to a much lesser extent, oolong) remains the favored style. The Chinese are known as a wise people and evidence for this can certainly be found from this choice. Green tea is not only delicious, but very healthy.

Green tea is rich in antioxidants. Those help cleanse the blood stream of free radicals (charged atoms that can damage cells), aiding greater heart health. Green tea is also rich in Vitamin C, isoflavones and other healthy ingredients.

But tea is not drunk in China only as a boon to good health. The Chinese are not frenetically obsessed the way Americans are with every twitch of the health meter. Tea is considered a pleasing drink, one that adds to a meal and also provides an opportunity for socializing. They don’t as often spend hours preparing and serving tea in a ritual as elaborate as their Japanese cousins. Nevertheless, tea in China is part of a way of life.

It also provides an important adjunct to a fine style of dining known as dim sum.

Dim sum provides a large variety of small foods that are often selected off a cart. Selections might consist of dumplings stuffed with meats or vegetables, or one might be a small cake for dessert. But whatever the food chosen, tea is an essential component of the dim sum dining experience.

Carefully brewed and typically served in a cup with no handles, drinking a fine tea completes a Chinese meal. Unlike its British counterpart it is served plain, without milk or sugar. It serves to cleanse the palette between choices. It soothes and refreshes. But, like its ritual-pair in Britain, it provides a moment of civilization in a chaotic world.

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