Taking coffee to China

Article from: The Daily Telegraph

A NICHE coffee-roasting company in Sydney is taking on the extraordinary task of selling coffee to China, which is a nation of tea drinkers.

Erskinville-based CoffeeMasters will be part of a blitz by 19 Australian companies organised by Austrade, to raise the profile of Australia's food and beverages in China at the Shanghai Food Hospitality China 2007 convention, next month.

But coffee to China? Surely that's like trying to convince Spaniards to replace their paella with pavlova.

Managing director Geoff Suranyi admits the company is starting from scratch by telling the Chinese what to look for in coffee.

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