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Event

Story/ClayZ

RE:VERB

Global elite coffee forum

in China

Kalle Freese
Thanks to active collaboration of WCE and JAS-
CAFFE, the widely known elite coffee forum Re:verb
is finally in China. Re:verb is a platform for people
who love coffee to gather and share their insight and
thoughts on coffee industry development and oppor-
tunities. Different ways of interaction is what makes Finding new possibilities and markets
Re:verb unlike any other forum, it does not claim to
be educational, on the contrary, it is more like a salon: Kalle Freese is one of the founders of Sudden Cof-
stage is full of coffee products, while people off stage fee, this good quality tube instant coffee was described
constantly ask questions and make notes. in New Your Times as “instant coffee you’ll actually
want to drink”.
Before giving a speech, Kalle agreed to tell us his
coffee story. He fell in love with coffee in high school,
since then he has won Finnish Barista Championship
twice and had 9th result in World Barista Champion-
ship. First he opened his own coffee shop in Helsinki,
which with time became coffee lovers’ destination. But
Kalle was still not satisfied, so he was ready to take a
risk and do something different. So he combined tech-
nology of Silicon Valley and his own knowledge to cre-
ate a new brand of coffee, Sudden Coffee. After care-
fully roasting the best beans and manually extracting
espresso goes dry compressing to create a coffee pow-
der. Using all those steps makes flavors to be locked in
coffee granules, what means that it does not matter if
you make it with hot water, cold water, juice, milk or
alcohol, you will still enjoy a rich taste of coffee.
During his speech Kalle highlighted that one
should not be scared and worried about his product,
instead needs to be brave to launch it and let it enter
the market as soon as possible, and if it is possible to
get the feedback, do not stop improving the product.

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