A sales force for coffee enhances the taste sensation

Really good coffee. Surely, that is what every restaurateur and café owner want to offer their guests. Löfbergs Lila is first in Sweden to make their sales representatives certified brewmasters to help restaurants and cafés serving the perfect cup of coffee.

- We are coffee ambassadors and specialists with 100 years of tradition under our belt. It is fun to be able to have that on paper. Every day, a part of my work is to discuss and taste coffee together with our customers. Now, I will get a priceless knowledge when I adjust machines and give advice to cafés and restaurants, says Christian Johansson, sales representative at Löfbergs Lila in Göteborg.

The knowledge is put to the test
The sales representatives have been educated and absorbed in optimal degrees for grinding and different brewing methods, among other things. The participants had to show both theoretical and practical knowledge to pass the test. The certification is issued by SCAE, Speciality Coffee Association of Europe. Two independent supervisors determine whether or not the participants have passed.

 - Now, our sales representatives have an education that normally only the utmost coffee elite get. This is about us wanting to be even better at helping our customers to serve really good coffee, says Anna Nordström, speciality coffee manager, Out of Home at Löfbergs Lila.

As SCAE certified brewmasters, the sales force at Löfbergs Lila can give cafés and restaurants a certificate that shows that the coffee is prepared according to the prestigious Gold Cup standard.

Strike most people's fancy
SCAE have tested and blind tested what people think taste best. By changing the degree of grinding or the dosage, you can adjust the taste to strike most people's fancy. 

- I will carry both the taste profile of Löfbergs Lila as well as the SCAE's international profile with me. This allows me to give great recommendations to make the coffee taste just like the customer wishes, says Christian Johansson.

About SCAE
SCAE is a professional association for the part of the coffee industry that works with speciality coffee - coffee where great taste, high quality and the origin of the beans are as important as the commercial aspect. The association works with increasing the knowledge and the quality in the industry, and amongst the coffee consumers. Every year, SCAE SWEDEN arranges the Swedish espresso championships - Barista Cup.

For more information:
Anna Nordström, speciality coffee manager, Out of Home, Löfbergs Lila, +46 (0)54-14 01 76