To improve coffee education.
De’Longhi has appointed Craig Simon – three-time Australian Barista Champion, World Barista Championship competitor (4th) and Australia’s first Q-Grade instructor – as brand ambassador. Simon will work alongside De’Longhi to help consumers navigate the range of machines available and help educate and guide coffee drinkers in bean selection.
The 2019 De’Longhi National Coffee Snapshot revealed the need for coffee education with a real disconnect between coffee consumption and coffee appreciation. The Snapshot found that over one third of Aussie coffee drinkers (35%) proactively research or listen to their baristas for beans, and half like to experiment with new bean brands or flavours. However, almost half know beans are important, but don’t know much about them.
The Snapshot also found that 91% of Australians drink coffee and a considerable 40% of those claim they wouldn’t give it up for anything.
Simon said he loves the diversity of Australian coffee culture and is proud to be partnering with De’Longhi who has the best interest of coffee drinkers, coffee communities and the industry at heart.
“We collectively recognise that there is simply no right or wrong with coffee. The secret is simply about finding the style of coffee that suits you, and getting the equipment to deliver that for you, day in and day out. That is where the joy is, and I look forward to working with De’Longhi to help spread the word.”
De’Longhi Group ANZ marketing director Caroline Bonpain welcomed Simon to the De’Longhi family. “We are excited to formally announce our partnership with Craig Simon and we look forward to bringing this collaboration to life over the coming months.