Suwelack: We’re At Vendex To Make Sales!

PICTURED: Klaus Pfaller and Wolfgang Lobermeier of Suwelack

 

One of the pioneers in freeze drying instant coffee, Suwelack was founded in 1969, in the west German town of Billerbeck, close to the Dutch border.

Suwelack
Wolfgang Lobermeier

‘We opened the first freeze drying ‘factory’ for coffee’, Wolfgang Lobermier told us at Vendex. ‘Freeze drying is better for one’s perception of coffee. It makes it longer lasting and the flavours are much better protected than they are under spray drying.

So, as it’s an exhibition, there’s a taste test – and very good it was, too. ‘We’ve made a lot of progress’, Wolfgang said. ‘People think instant is bad, but it isn’t! It’s about aroma and with our aroma protection system we protect all the aromas, so we’re as close as possible to fresh coffee.’

Asked about Suwelack’s objective in visiting Vendex? Well, ask a sily question… ‘Sales!’. Wolfgang says. ‘We produce 8,000 tonnes annually, but the UK is a major market for coffee and we’re intent upon increasing our market share.’

About the author

The Editor

Planet Vending’s Editor is Ian Reynolds-Young and it’s Ian’s unique writing talent that has made PV what it is today – the best read (red) vending blog in the world, and vending’s best read (reed). Ian ‘tripped and fell into vending’, in the capacity of PR executive, before launching a specialist agency, ‘reynoldscopy’, dedicated to the UK Vending business. The company continues to represent the interests of many of the sector’s leading brands.

‘It’s all about telling stories’, he says. ‘We want to make every visit to PV a rewarding experience. By celebrating the achievements of the UK’s operating companies, we’re on a mission to debunk the idea that vending is retailing’s poor relation.’

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