Sofian Benkrid Email & Phone Number

With a career spanning over 6 years in the coffee industry with roles ranging from head barista to training co-ordinator, I am well seasoned in the service side of coffee however it was only a matter of time until the aroma of roasting coffee pulled me into the roastery, eventually making the career transition into production roaster then moving up to head roaster. With this combination of experience in hospitality, warehouse management, staff recruitment and training. the role of director of coffee at Lupo Bros was the perfect fit, during which time i took charge of every function coffee related strategically, operationally and tactically so that they combined together to deliver its products and services effectively and efficiently . Even though I am not an expert in all things finance, technology and sales I understand and am experienced in each area deep enough to know how each of them work and how to apply it to coffee products and services optimised to improve quality and increase revenue.When the opportunity to roast coffee for Harrods presented itself. I jumped at the opportunity to take on a new challenge, I gained experience working in a household name corporate institution and had the pleasure of roasting; Cup of excellence winning coffee lots and premium exclusive single origins on a daily basis. Through Collaborating with Production, food technology,commercial and creative teams for NPD on coffee for retail and coffee blends for pop up designer cafes and Michelin star restaurant launches at Harrods such as Studio Frantzen, Angelo Musa,Jimmy Choo cafe, Tiffany blue box cafe and Dior cafe I exercised my consulting skills with accounts all with a different set of requirements and unique criteria in the coffee that they wanted to represent their brand. When Alchemy came knocking on the door,for me it was a dream come true as I have always been a fan of what the brand stands for and how the company functions. I completely align with the founders vision and have a lot of respect for what they have achieved. So it gives me great pride in saying that I am now a part of the Alchemy coffee team and my coffee adventure continues….

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  Coffee Quality Institute (Cqi)

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