Espresso Company Australia on bringing the coffee community together and showcasing Anfim’s latest grinder technology.
Events bring people together over a shared passion or common interest. Whether they take place online or in person, overseas or in a back garden, events serve as a platform for ideas to be exchanged, interests ignited, and experiences shared.
For Espresso Company Australia (ECA), the newly launched Anfim Roadshow was all about showcasing the products of its long-term partner and bringing the coffee community together around the table.
Establishing their partnership almost two decades ago, coffee equipment supplier ECA and Italian grinder manufacturer Anfim bonded over their joint endeavour to produce a well-built grinder that could deliver incredible flavour.
“Our company tagline is ‘roast, grind, pour’ because the equipment we supply does exactly that. At our core, we live coffee and love people. We offer our support and build long-standing relationships with a national network of coffee roasters, equipment resellers, and service technicians,” says ECA CEO Charles Stephens.
“When ECA was founded in 2000, Anfim was one of the first brands I developed a relationship with. I was impressed by its classic Milanese heritage, yet the thing that drew me to the company most was the quality and pride it held to its identity. I’m not Italian by birth but I am at heart, so I think this is another element that attracted me to the initial partnership.”
Charles recognised the potential value Anfim grinders held for both roasters and baristas in Australia, and how the brand’s products had the ability to produce espresso with great flavour.
“The grinders have always held a strong presence on the bench. The Anfim SPII+ was an incredibly popular grinder, developed specifically for the high-volume Australian market,” he says.
Charles and team have seen significant developments and modernisation of the Anfim brand since it became part of Hemro Group. In 2023, Anfim launched the Next Generation series, consisting of the low-mid volume Luna grinder and flagship commercial model Alba.
“The Next Generation series is something we are very proud to be sharing. Both models are strategically developed to offer a grinding solution for set tiers in the market. By minimising the range, Anfim offers clarity and simplifies the decision-making process,” says Charles.
“A high-volume espresso grinder, Alba presents as an all-rounder for the roaster, barista, and technician. An active cooling system comprises dual fans that regulate the internal temperature for consistent grinding. Baristas have access to programming recipes and data collection via the 3.5-inch touch-screen display and simplified cleaning in features such as the removable spout and simplified burr access.”
To demonstrate the grinders’ features and engage roasters and technicians, the Roadshow series was held in Melbourne, Sydney, and Brisbane. Each event featured technical and sales workshops hosted by Hemro Group Head of Product Development Asia Pacific Markus Zobel and Ross Quail, Head of Sales Asia Pacific.
“The technical workshop was an opportunity for technicians to see the components within the equipment. Markus delivered a presentation that gave insight into the product development and then, alongside our technician Dave, stripped down the grinders so everyone could have a good look inside,” says Charles.
The workshop was designed to break down the technical aspects of operating the grinder. The other goal was to show how easily it is to program and maintain.
“Anfim have made the new models very tech friendly. Through the workshops we wanted to showcase this and teach baristas and technicians how to program, clean, and maintain the grinders. We demonstrated how accessible they are and, in partnership with Cafetto, how cleaning can increase the longevity of the products,” he says.
The sales workshop delved into the features and functionalities of the grinders, such as burr geometry, manufacturing process, and the updates between the new models and their predecessors. It was an opportunity to educate on how the Luna and Alba can be adopted into a café and wholesale network.
“The sales workshop provided people with a chance to see the grinder, speak to the manufacturer, and get as much knowledge as possible through asking as many questions as they needed to feel confident in the series. We also encouraged roasters to trial it and the feedback has been very positive. People were really impressed by the performance and all that the new series has to offer,” says Charles.
“Right now, education in the industry is a powerful thing. When you’ve got access to the manufacturer you can talk about your own experiences, what is loved about the brand, if there have been challenges faced, and ask for tips on how to solve them. It was special to see coffee companies come together and engage in open conversations.”
Keeping true to Anfim’s Italian heritage, ECA wanted to reflect the manufacturer’s roots and hosted an Italian style lunch at the events. Wine, food, and, of course, coffee were enjoyed by all.
“The Festa in Famiglia, or Italian long lunch, aimed to connect roasters and their teams who have been part of the Anfim family. It also served as an opportunity to introduce new businesses to Anfim and the team behind ECA. We loved sharing an experience with them,” says Charles.
“Each event had an Italian menu and we had beautiful long dining tables, so it was all very connected. Good wine, good food, and a good time with great people: that’s what the Italians say and that’s what we did.”
On the back of its success, Charles says the company will continue to bring together the community at similar events.
“Everyone loved the concept and the balance it brought in terms of education and social. It was a great collaboration and heartwarming to see people catch up and bond over coffee,” says Charles.
“There are many good products in the market, but we know Anfim has loyalty behind it. We’re also incredibly loyal to the brand and know there’s a passion for the product. Its grinders make a great espresso and give you the flavour you want – that’s why we love it so much.”
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This article appears in the October/November 2024 edition of BeanScene. Subscribe HERE.
