Sanremo Coffee Machines announces new Brand Ambassador

Sanremo Coffee Machines

Sanremo Coffee Machines has announced Martin Shabaya as its new Brand Ambassador.

Martin was the first African barista to reach the semi-finals at the 2021 World Barista Championship (WBC).

According to Sanremo Coffee Machines, Martin’s commitment, team spirit, enthusiasm, and passion for specialty coffee make him an ideal Brand Ambassador and confirms the Veneto-based company’s commitment to closely following the industry’s future.

“I would like to provide all the support that the baristas involved in this field need in their daily work including equipment that allows them to create any type of recipe, expressing their individual personalities, to explore the nuances of coffee at a higher level,” says Martin.

Martin began his professional career in a Nairobi coffee shop nearly 10 years ago. He has won the Kenyan Barista Championship three times, and qualified for the semi-finals of the 2021 WBC, placing fifth overall.

Martin and Sanremo Coffee Machines’ partnership marks the beginning of a journey that will involve other young baristas and operators in the sector. This will include scheduled events and seminars in several African countries to increase awareness and education about specialty coffee.

“Team Sanremo is like a family to me. There is a propensity in this family to look toward the future, constantly seeking ways to improve and innovate. I am happy to be a part of it and serve as its representative in my country,” Martin says.

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