Toby's & Cerebos!

admin

Sydney-based roaster Toby's Estate and Cerebos [owner of Mocopan] have got together in a distribution agreement that will see the Mocopan sales force distribute Toby's as their premium brand.

Will give more detail for those who are interested.

-A

psaigh

Not sure whether to jump for joy, or cringe  :-[

DoubleRistretto

sounds like a 'sell-out' to me!

askthecoffeeguy

sounds like stepping up to the plate to me - why not take it to the big boys when it comes to product and service?   A bit more competition at the high end of the time never goes astray Pat

Unknown

I agree with pat here. take it to them. Tobys is a phenominal brand. What people need to understand is that larger distribution doesn't reduce quality. It is when people lose faith in your brand and you begin to make quality compromises, ie; cheeper beans to make up the percentages. Or the biggest of evils, blend roasting rather than single origin roasting. A big O.....M......G. Good luck to them. They will (unfortunately) lose some industry cred. But its damn good coffee, so let em go for it. The other thing to think about is, they probably started roasting 20 kg a week, I'm sure its enormous now. Unless they compromise, I dont see that things (tastewise) will change that much.

DoubleRistretto

I don't know whether it will affect quality or not, but I heard it was more than just a distribution agreement - sounds like Cerebos got a majority share!

Koffee_Kosmo

I have not tasted Toby's Estate coffee If someone offers a fantastic hand up you grab it Its time to grow But an association such as this may result in some growing pains I suggest they stick to the original dream and look to the future with small but necessary tweaks along the way Congrats to them KK

alun_evans

I was lucky enough to have Toby visit me up here in Jakarta last month. We touched on the Cerebos issue- Cerebos-Greggs have also brought stakes (or outright  Kiwi  roasters) Atomic and L'affare. Essentially one of the key elements to all three of these succesful roasting businesses is the founders- keeping them on board in more of a brand development roll should see all three continue to grow and of course take advantage of Cerebos's infrastructure in untapped markets