“We specialize in coffee and its knowledge. There is a lot of discussion as to whether that is an advantage or not. Personally I think it is a big advantage because there is a lot to learn. We aim for deep knowledge and expertise,” says Amir Levin, Managing Director of Norddeutsche Kaffeewerke GmbH.
This passion, shared equally by the company’s employees, drives Norddeutsche Kaffeewerke, like all other SCBV companies and employees, to continually develop technologies that yield only the finest products for coffee lovers around the world.
Mr. Levin, who has worked in the industry since 1995, is also COO of Strauss Coffee B.V. Norddeutsche Kaffeewerke was operated by SCBV from 2012, before recently becoming a wholly-owned subsidiary. Strauss Coffee ranks among the ten largest coffee companies in the world, and gaining the backing and reputation that the name Strauss Coffee provides has been a great boost for Norddeutsche Kaffeewerke.
Unlike some other companies that produce a wide range of products, Strauss Coffee focuses solely on coffee. The relationship between Strauss Coffee and Norddeutsche Kaffeewerke has certainly been beneficial. Strauss Coffee is active in several countries, including Israel, Russia, Poland, Romania, Serbia and Brazil, which greatly expands Norddeutsche Kaffeewerke’s reach.
Likewise, Strauss Coffee has profited greatly from Norddeutsche Kaffeewerke’s technological expertise. SCBV puts its team of coffee technologists to work by reinventing traditional methods of coffee production and preservation.
“The location in Germany is not only a factory for us, but also our technological center for instant coffee. NDKW and SCBV are engaged in a new instant technology called microgrinding which consists of combining small particles of roasted and ground coffee, injecting them into liquid and freezing the mixture. This process preserves the coffee’s aroma much better than any other process,” explains Mr. Levin. “Freeze-dried coffee is a superior technology to instant powder because it uses less heat during the process. Freeze-drying is a complex and expensive process to operate, and there are not many companies who can achieve this.”
Norddeutsche Kaffeewerke’s employees confidently stand behind their product for coffee-pure properties. “However you brew it, it’s just coffee and water – no additives. That’s why it is so natural and healthy,” Mr. Levin highlights.
At the German manufacturer, SCBV is also involved in sustainability projects all over the world. “There is more involvement from the processing industry in the farming itself. Sustainability is an issue. In Romania, for example, we just issued capsules that are traceable to the very field the coffee comes from. There is a lot of development in the way coffee is presented, and we try to give the farmer a face. Traceability is an important issue right now. Consumers are more interested in what they are drinking. Coffee is less of a commodity in that sense. It possesses more personal qualities now,” Mr. Levin explains.
Norddeutsche Kaffeewerke can credit a great deal of its success to its strategic location in Germany. “The approach of the German authorities to the industry is very helpful, and that is not the case everywhere. The technology industry is very welcome in Germany, and we feel very welcome here. That is highly encouraging for us from an investor’s point of view,” says Mr. Levin.
He is excited about the future and has no doubt that Norddeutsche Kaffeewerke will contribute to the continually evolving industry. “Coffee is now being consumed in many ways. 20 years ago in Germany, it was mostly ground coffee. Now there is capsule coffee, microground coffee, espresso, specialty coffees and more. We are always looking for new trends,” says Mr. Levin optimistically.