Rosteriet - the name of Löfbergs Lila's café

Rosteriet (Swedish for roasting-house). That is the name of Löfbergs Lila's café. No less than five people had sent in the same name suggestion for the new place for experiencing coffee in Karlstad. The name also appealed to the jury. 

- We thought that it was a suitable name since the guests will acquaint themselves with the craft behind the coffee, and get close to the very core of our business as well as they can enjoy different coffee flavours and roasts. We will share our coffee knowledge and the passion that we have gathered for over 100 years, says Kathrine Löfberg, director of communications at Löfbergs Lila.

Five winners
389 name suggestions were sent in from all of Sweden and Norway via Facebook and the website. 

- We want to thank all the people who sent in great suggestions, and congratulate all the winners. There were actually five persons who sent in "Rosteriet" to our suggestion box. I also want to thank the other members of the jury, who helped picking out the name among all suggestions, says Kathrine Löfberg.

The winners are Lars Eriksson from Örebro, Sweden; Lisbeth Karterud Tiller from Norway; Robert Barath from Hjo, Sweden; Olle Gustafson from Kil, Sweden and Helena Nilsson from Karlstad, Sweden.

Among the jury members, we find radio profile Adam Alsing and the Municipal Chief Executive Anna Sandborgh. The winners get a dinner for two at one of the best restaurants in Sweden as well as accomodation for one night.

More knowledge about coffee and tea
The building of the new café is in progress, and by the end of August, the Löfberg family will open the doors to their headquarters in Karlstad's inner harbour. It is not just a café, but also a concept store where guests will be able to buy almost everything the café has to offer. 

- The café and the concept store will be a new experience where we offer inspiration, expertise and a wide product variety. Our guests will be able to choose between different sorts of coffee and tea with different origins and flavours. They can also get recommendations and learn more about how to prepare their hot beverages, says Kathrine Löfberg.

For more information, please contact:
Kathrine Löfberg, Director of Communications, Löfbergs Lila: +46 (0) 54-14 01 20

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The jury of the name contest

• Kathrine Löfberg, Marketing Manager at Löfbergs Lila
• Lars Appelqvist, CEO at Löfbergs Lila
• Pär Johansson, coffee expert and former café owner
• Anna Sandborgh, Muncipal Chief Executive for the municipality of Karlstad
• Adam Alsing, presenter in radio and TV

Facts

• The café will have a total of 30 seats and an open-air café with an additional 15 seats.
• The café will be open all year round and every day during peak season.
• The café will have a full-time employee with main responsibility as well as five people employed by the hour.