3rd Wave Coffee Concept Launches into New Markets
A Californian-based roasting company, Caffé CaLabria Coffee, has unveiled plans to extend its coffee culture into new geographical territory outside its home market of the US.
Among those countries, the coffee roasting business has identified its most desirable targets in its international expansion to be South Korea, Asia-Pacific and the Middle East.
Company CEO, Arne Holt, said that what was initially a simple search for coffee “become the foundation on which Caffé CaLabria stands today.” After sampling numerous types of coffee across the country, Holt made it his mission to bring coffee of a high standard to California and, over fifteen years’ endless effort, numerous visits to Italy and a significant amount of coffee samples later, has become known as a first class roaster.
Unlike high street coffee chains, Caffé CaLabria claims to be at the leading edge of a so-called 3rd Wave Coffee, which seeks to achieve the most elevated form of fine coffee appreciation. Connoisseurs savour it for the idiosyncrasies of flavour between blends, the variety of beans and an understanding for their growing regions, in much the same manner as they would other complex food and drink items, including chocolate, tea and wine.
To drive its launch on an international level, Caffé CaLabria has enlisted the support of a global consulting firm, Bridging Culture Worldwide. Whilst exact requirements may differ from country to country, Holt’s business prefers to meet potential developers face-to-face before entering into any licensing or partnership agreement.