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A big crowd gathered, as we announced the
arrival of our special guest, the head roaster of
M2M coffee, Mr. Hongjie Wu, who immediately
started series of demo roasting session. The Roaster brands came to-
aroma of freshly roasted coffee filled SFC’s booth
for everyone to enjoy. gether to have their first for-
Elite Coffee Forum was another massively
successful event during the show, helping not mal talk in China
only shaken our taste buds, but also our minds.
During the 3-day show, the host invited 20 key
opinion leaders (KOLs) in coffee industry, show-
ing audience 8 fantastic presentations.
September 15, the first topic for the Elite rum, where three of the top roaster brands, Loring,
Coffee Forum was “From Seed to Bean”. There Probat and Diedrich came together to have their first
were 4 KOLs invited to the forum to share their formal talk in China. There we discussed what gave
understanding and forecast for China roastery our coffee soul, and how to perfect our roast further.
market and to discuss the performance and fea- Mr. Luke Lai, the head consultant of Shanghai
tures of different roasteries. The 4 KOLs are Fortunecaffe, also an experienced roaster himself,
Miguel Meza (founder of Paradise), Lingpeng shared a few of the strong points that highlighted
Wei (founder of Coffee Salon), Rong Zhang Loring’s eco-friendly initiatives, and its ease of
(founder of Fisher coffee) and Jeremy Zhang replicating roast profile due to its advance software
(founder of UNI UNI and M2M Roastery). design.
As the first customer of the official distribu- The trade show was finished successfully on
tion in China, Jeremy, founder of M2M, shared September 17th. From this trade show, we gained a lot
with us his story about Loring. He mentioned of customers from China Northern regions and got
Loring’s Flavor-Lock Roast Process Technology, positive feedback from customers. We realized the
its easy maintenance and eco-friendly features. rapid development of China roastery market and also
It was at the 2nd day of the Elite Coffee Fo- we found more opportunities and challenges as well!

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