According to Andrew Benefield, Managing Director of Mrs Fields Australia, coffee is one of the best accompaniments to their range of sweet treats. Australians being some of the most sophisticated coffee consumers in the world, the company is committed to serving them with the best coffee possible.
A key change made in their coffee program last year involved moving from the Melbourne based Daily Roast to an in-house coffee roasting facility in Sydney. Mrs Fields retained the consulting services of World Champion barista judge Justin Metcalf to keep an eye on the program under the capable charge of master coffee roaster, Leigh Collien and Yvette Schroeder, barista coach.
Benefield adds that Mrs Fields has implemented more training for their baristas in-store, and are reaping the rewards of their Prepare and Serve Espresso Coffee training programs, based on the national training framework.
The annual CSR Sugar Golden Bean roaster competition is a prestigious event that has grown rapidly, attracting more than 1000 entries in 2011. Mrs Fields’ coffee blend won a bronze medal in the competitive Milk Based Coffee (franchise chain) category at the premier coffee roasting event.
The team had also presented their coffee offer at the Mrs Fields conference in Las Vegas early last year, resulting in contracts to supply new Mrs Fields markets in Pakistan and China. They are now the preferred coffee supply partner for Mrs Fields internationally and will export to more countries this year as the brand expands globally.