For the third year in a row, Mrs. Fields has excelled in the annual CSR Sugar Golden Bean roaster competition, despite making major changes to their coffee program in 2011.
Andrew Benefield, Managing Director of Mrs. Fields Australia, couldn’t be happier with the result.
“Coffee is one of the best accompaniments to our range of sweet treats. Australians are some of the most sophisticated coffee consumers in the world, so we are committed to providing them with the best coffee possible.”
During the last year, Mrs. Fields broke its relationship with Melbourne based Daily Roast and moved coffee roasting in-house to its own facility in Sydney. They retained the consulting services of World Champion barista judge Justin Metcalf to keep an eye on the program under the capable services of master coffee roaster, Leigh Collien, and Yvette Schroeder, barista coach.
“We also implemented more training for our baristas in store, and are reaping the rewards of our Prepare and Serve Espresso Coffee training programs, based on the national training framework”, said Benefield.
This year’s award reflected these commitments, with the Mrs. Fields blend winning a bronze medal in the competitive Milk Based Coffee (franchise chain) category. The prestigious competition has grown rapidly, and had more than 1000 entries in 2011. It is not only the premier coffee roasting event in Australia, but one of the largest in the world.
At the start of 2011, the team also presented their coffee offer at the Mrs. Fields conference in Las Vegas, resulting in contracts to supply new Mrs. Fields markets in Pakistan and China. They are now the preferred coffee supply partner for Mrs. Fields internationally and will export to more countries this year as the brand expands globally.
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