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New low priced roaster entering the market - at $12kg

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  • New low priced roaster entering the market - at $12kg

    Well for those who like to buy their coffee roasted it seems there is a new player entering the market, definitely at the bottom of the price curve! From this mornings paper:



    The Reject Shop (ASX code TRS) is entering the retail coffee market and aims to be a big player. Newly appointed F&B Director, Ron Hollowforth, announced ‘We aim to bring quality coffee to everyone. Coffee in Australia has been shrouded in mystery, trendy ambience, hipster beards and a cult of personality. We will be providing quality roasted coffee for as low as $11.99 per kilo. This will be lovingly roasted in small artisan batches in our two new state of the art 320kg roasters. We want to make Reject Coffee the name on everyone’s lips’.

    Andre Reich, CEO, says ‘This is not a profit making venture for us, it is our way of thanking the hundreds of thousands who regularly visit our 350 shops Australia wide. Of course, if they decide they want to pick up something else while picking up their coffee that is good news for us. We expect Reject Coffee will become one of the most popular coffees in Australia. There are a lot of people who care most about price when choosing a coffee.’

    The Reject Shop has 350 shops Australia wide and $820M in sales last financial year and believe this background will ensure they produce quality coffee. They also have a lowest price guarantee which will also apply to coffee. – Reject Coffee


    To be honest I would be tempted top try it myself at that pricepoint.

  • #2
    I'd almost buy it just because of the name 🤣
    at that price point I think a lot of people would give it a go. Also I'd like to see what a 320kg roaster looks like!

    Comment


    • SanderP
      SanderP commented
      Editing a comment
      Yep that's where my brain went to as well. Plenty of. budget roasters out there but I'm also thinking what the heck does a 320kg roaster look like and what are the logistics around its use.

      Cheers

  • #3
    Yeah. That's gonna work well for "quality" green beans and even more so for "quality" of life for the farmers and their workers who will be taken for granted.

    The only winner is the $11.99/kg tight arse- who is actually a loser.

    Comment


    • Mono
      Mono commented
      Editing a comment
      Caffeinator, very valid thoughts.....

  • #4
    Wow....wouldn’t have thought that price point was doable, won’t be Yemen ​​​​​​ Will certainly give it a try as we have a RS about 3km from home.....not risking a lot

    Comment


    • Mono
      Mono commented
      Editing a comment
      Oops........

  • #5
    I do believe it's April 1st.


    Java "Artisan batches of 320kg indeed" phile
    Toys! I must have new toys!!!

    Comment


    • #6
      I take it that some of you chaps have now observed today's date?

      Comment


      • #7
        Originally posted by Javaphile View Post
        I do believe it's April 1st.


        Java "Artisan batches of 320kg indeed" phile
        Was just thinking the same thing......”snap”

        Comment


        • #8
          Originally posted by Cammo23 View Post
          IAlso I'd like to see what a 320kg roaster looks like!

          Well here's a 240kg roaster.
          Click image for larger version  Name:	tkmx240_coffee_roaster_bb629.png Views:	0 Size:	576.3 ** ID:	861914


          Click image for larger version  Name:	tkmx240_coffee_roaster_bb629.png Views:	0 Size:	576.3 ** ID:	861913

          Comment


          • #9
            Great post
            still think reject coffee is a great name haha!

            Comment


            • #10
              Sorry guys, my take on the excitement generated every time it is announced Ikea, Bunnings, etc is entering the coffee market

              Comment


              • Andy
                Andy commented
                Editing a comment
                classic effort 338 - loved it.
                The CEO not wanting profit on something was the giveaway for me though.

            • #11
              Hahaha that’s gold!

              Comment

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