JEDDAH: There has been a sustained investment in manufacturing new technologies that make coffee better and quicker. Such investments are helping the manufacturers reap rich dividends with the continuing expansion of coffee culture.
“Manufacturers have been regularly making investments in their R&D to ensure coffee making is hassles-free with one-touch-button machines,” Rafat El-Azzeh, general manager Al-Soukya, Nespresso’s exclusive local distributor, told a press conference that was marked by the introduction of a new range of three coffee machines reflecting “the innovative” drive of the company. It’s difficult to say how much investment is being made in innovating and manufacturing new coffee making machines, “but the new machines reflect the technology advancement in the coffee industry, as well as making them affordable and useful at both home and offices,” he said.
“Nespresso’s R&D and design teams are obsessed about innovation, compulsive about the fine details and passionate about the fusion and intricate balance between the latest technology and cutting-edge design,” he said, adding that the launch of new machines is the culmination of the company’s ongoing R&D efforts.
The new machines were developed partly based on the feedback to provide new coffee options. The range contains the technologically advanced patented extraction and brewing system, which controls all of the elements needed to create the perfect coffee. The entire range is equipped with an automatic standby mode to reduce energy consumption, Jihad Karam, market director for Nespresso in the Middle East, North Africa, Turkey and Cyprus, said, adding that the Kingdom is characterized by a large and growing segment of sophisticated customers who enjoy the finest luxuries, which is clearly apparent in their consumption and shopping habits.
