Coffee revolution in Iran; Saharchin Salamat launched a new and energetic experience with the Barista brand!

On the first day of the 11th International Exhibition of Beverages, Tea, Coffee and Related Industries in Tehran 1403, Saharchin Salamat Company unveiled its new products under the Barista brand.

Saharchin Salamat company, which first started by importing energy drinks from Germany and then became known as TNT with domestically produced energy drinks, has now unveiled the Barista brand, which is dedicated to the coffee production line of this company, at the 1403 beverage exhibition. is

In this event, Ismail Shahtahmasbi, CEO of the company, presented a brief history of the company’s activities. He mentioned that the company started its work by importing energy drinks and then decided to produce these products inside the country. Shah Tahamasbi also emphasized that the cultural and social developments related to energy drinks have led to the formation of reliable Iranian brands in this field and added that Saharchin Salamat with the TNT brand is committed to producing healthy energy drinks.

The CEO of Saharchain Salamat further pointed out the increase in coffee consumption and announced that the reason for launching the new product of this company under the Barista brand was the increase in consumption. Citing statistics, he predicted that coffee consumption will grow by 11% by 2030 and stated: “Coffee consumption is increasing all over the world and these cultural and social changes have also had an impact in our country and coffee consumption in Iran has increased drastically. “We have been looking to produce instant coffee for a long time, and after a long and specialized journey, we were finally able to produce this new product.”

Shah Tahamasbi pointed to the investigation of various types of instant coffee in the research and development unit of the company and explained that this research has led to the production of three new products, including instant espresso coffee, cappuccino and mixed coffee. He also mentioned the two years of effort in brand design and product packaging and instant coffee production with the help of experts and added: “We were able to launch the Barista brand with the advice of 14 designers over a year and a half and the use of expert staff.” He also addressed the perspective of the barista and expressed his hope that this brand will become one of the top five instant coffee brands in the world.

In the continuation of the unveiling ceremony, Hassan Sirani, a member of Saharchin Salamat’s board of directors, pointed out the difference between generations and the changing taste of new generations and said: “In the past, people were not familiar with anime, K-pop and new technologies, but now we see cultural differences in new generations.” Generations that drink coffee instead of tea and have their own culture. “This generation, which is more agile and progressive than previous generations, has developed an entrepreneurial culture.” He compared the current generation of entrepreneurs with the previous generations and stated that the main audience of the Barista brand is this new generation.

Hossam Rabiei, head of the Iranian Coffee Association, who was one of the speakers at the event, talked about the formation process of the Barista brand and said: “Due to the restrictions on coffee imports, several Iranian brands have emerged in this field, and I have witnessed the efforts of the Barista brand.” This brand has entered the market after two years of research and development and intends to play an effective role in the competitive coffee market. He also spoke about the six-fold increase in coffee consumption in the country and expressed hope that domestic products will develop in this area.

Mohammad Javad Nikbakht, the CEO of Energyim startup, continued to talk about the importance of entrepreneurship in the country and his startup, and Alireza Yunchi, an economic activist, also pointed to the development of the entrepreneurial ecosystem in the country and said: “I hope that baristas will market a variety of coffees like Starbucks.” Slow down.”