PezCycling News - What's Cool In Pro Cycling : coffeeRoots partnership with Team Katusha

Now On Pez
Daily Distractions!
Tech N Spec
Delft - Netherlands - wielrennen - cycling - radsport - cyclisme - James Callum Shaw (Lotto Soudal U23) pictured during Olympia’s 3M Tour 2015 stage 5a Time Trial Individual from Delft to Delft - photo Davy Rietbergen/Cor Vos © 2015
Bagnieres-de-Luchon - France - wielrennen - cycling - radsport - cyclisme - Thomas Voeckler (Fra) of Team Europcar  pictured during the 16e etappe - stage 16 (197 km) of the 99th Tour de France 2012  - from  Pau > Bagnieres-de-Luchon - foto Cor Vos ©2012
Pez Videos
<iframe id="ytplayer" type="text/html" width="280" height="150" src="" frameborder="0"></iframe>
Readers' Rigs
Tour de Pologne 2016 - 7a tappa Krakow - Krakow 25 km 18/07/2015 - - foto Ilario Biondi/BettiniPhoto©2016
<iframe id="ytplayer" type="text/html" width="280" height="150" src="" frameborder="0"></iframe>
coffeeRoots partnership with Team Katusha
logokatusha14 Team Katusha is happy to announce a partnership with coffeeRoots, a Belgian coffee and tea company. coffeeRoots is a coffee roaster that serves the retail sector, catering and supermarket branches worldwide from its home base in Antwerp, Belgium. Established more than 100 years ago in 1914 out of the love for ‘black gold’, this family business has developed into the coffee roaster with the most extensive range in the world.

As more than 90 percent of cyclists are coffee drinkers, the team welcomed the partnership with a lot of enthusiasm. A special blend has been developed for Katusha Team.

“Yes, we’ve developed a special blend for the Team,” explained CEO and Company owner Chantal Hoorens. “We made a well-balanced arabica mixture. We know that the riders are a demanding but also critical public with special needs. This is a welcome addition to our company philosophy. We work worldwide, and under the name ‘Cantate,’ we have more than 230 coffee shops and more than 120 tea shops in Russia so we have a special relationship with this team. The fact that we’ve already won two WorldTour races so early in the season convinces us of our choice to partner with this team. Moreover, we also hope that our coffee popularity in the Russian Federation will enforce the popularity of cycling over there.”

Team Manager Viatcheslav Ekimov agreed and reiterated the importance of coffee for riders: “It is not about the caffeine. On the contrary, coffeeRoots has just prepared a less caffeinated blend, but coffee and coffee drinking is a social happening. In the team we experience this every day. In the team bus everything is concentrated around the coffee machine. It is the most active part of the bus. We are happy to have joined coffeeRoots. This looks to be a long-term marriage. And we are proud of the special Katusha blend.”

Over the years, coffeeRoots has developed from a local business into an international player. From China to the United States and from Europe to Russia, coffeeRoots operates worldwide. coffeeRoots doesn’t only have a unique range of coffee beans in stock – the company is constantly always able to anticipate changing market conditions, as well.



Pez Comments

Related Stories