24 April 2017
Faro Roasting House positions itself as a specialized coffee roaster
PRESS RELEASE – Sherbrooke enterprise Brûlerie FARO Roasting House has purchased a new coffee roaster that will allow it to increase production capacity to meet growing demand and become more competitive. With this purchase, FARO intends to consolidate its position as a specialty coffee brand throughout North America.
To install the new roaster, which has been up and running for several weeks, the business had to completely revamp its production floor. The project required a total investment of over $700,000 and resulted in the hiring of two new employees and the consolidation of 22 existing jobs. FARO also plans to create two new job openings in 2017.
“This roaster is a beast in terms of output, technology and consistency. In addition to being energy efficient, it allows roasting curves to be adjusted from a smartphone and permits real-time validation. It also adjusts automatically to the quantity required. This is a great advantage for our type of production. It nevertheless retains the personalized artisanal touch which is the essence of the art of coffee roasting,” explains owner Maxime Fabi.
“Innovation is a better way of doing things that benefits everyone. Through innovation, businesses can grow and create quality jobs for the middle class. FARO Roasting House understands that an investment in innovation is an investment in its future. That is why Canada Economic Development for Quebec Regions (CED) is pleased to support the purchase of this new roaster through a repayable contribution of $200,000. I wish Mr. Fabi and his team every success,” declared the Honourable Navdeep Bains, Minister of Innovation, Science and Economic Development and Minister responsible for CED.
Not only did the redesign process enable FARO to recoup 30% of its floor space, but the business also took the opportunity to make its plant greener by working out an energy efficiency plan with Gaz Métro.
“FARO Roasting House is proof that giving thought to a project before it starts can lead to wise choices that result in greater energy efficiency while creating economic growth. The decision to go with natural gas allowed Mr. Fabi to benefit from a source of energy that not only provides him with economic and environmental advantages but, at the same time, helps to ensure that his business will continue to grow in the years to come. In 2001, Gaz Métro became the first Quebec energy distributer to submit a Global Energy Efficiency Plan that suggests projects and provides guidance for its customers, as it did in this case,” says Vincent Pouliot, Carbon Market and Energy Efficiency Manager at Gaz Métro.
FARO also received guidance from the Ministre de l’Agriculture, des Pêcheries et de l’Alimentation (MAPAQ) and Sherbrooke Innopole. “It’s a pleasure to work with energetic and decisive entrepreneurs like Mr. Fabi. Sometimes a little helping hand is all it takes to complete a major project. FARO Roasting House is at a key stage in its growth and we are delighted to have been able to use our knowledge and our network to meet its specific needs. The FARO brand will undoubtedly soon become a force to be reckoned with on the market. We wish the entire team every success,” says Josée Fortin, Director General of Sherbrooke Innopole.
From private production to specialized brands
Founded in 1982, the business is now well established in terms of its private brands, which go out to a variety of restaurant chains and food distributers. Since 2013, the business has also developed its own specialized coffee recipes, sold under the FARO name. This high-end product division is central to FARO’s growth strategy.
“Our ultimate goal is not only to introduce people to our brand of coffee, but also to share our passion and our knowledge of the coffee industry. We want our clients to take the time to savour their coffee, in the same way they would taste a fine wine,” adds Mr. Fabi.
Already well positioned in Quebec and the United States, FARO’s goal in the medium term is to consolidate its shares of the US market and continue to expand in the Canadian food sector, as is demonstrated by a major contract with Métro grocery stores across Canada. In addition to its plant on Blais Street, the enterprise has two shops in Sherbrooke and three espresso bars in Québec City and Montréal. FARO is also the official supplier of coffee for the ICI Radio-Canada Télé program Entrée principale, hosted by André Robitaille.
SOURCES: Brûlerie FARO Roasting House, Canada Economic Development, Gaz Métro
and Sherbrooke Innopole
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