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WITH CAFÉ NAJJAR, THE ORIENTAL COFFEE INDUSTRY REACHES INTERNATIONAL STANDARDS
9 COUNTRIES MEET IN BEIRUT TO DISCOVER THE GREAT INNOVATIONS OF CAFÉ NAJJAR

On the occasion of the opening of his new factory, renowned to be the greatest in the world for oriental coffee producing, Mr. Georges Najjar held an international seminar gathering the most important oriental coffee producers in the world, so as to discover the new installations and modern techniques he has developed, and which have given oriental coffee new parameters allowing to preserve the coffee aromas and genuine taste.

Mr. Georges Najjar, the undisputed leader in coffee making, has been working on improving the oriental coffee industry, by installing lately a fully new factory, equipped with the most sophisticated installations and state –of-the-art techniques.

Being the owner of the leading factory in the world for oriental coffee producing, Mr. Najjar’s main goal and perspectives have always been to reach perfection, while constantly seeking for new horizons and revolutionary ideas, so as to bring coffee processing to its ultimate top.

In that frame of work, Mr. Najjar has set his sights very high and associated with greatest coffee machinery manufacturers in the world, equipping his factory with super sophisticated techniques and installations, and providing consumers with a unique coffee taste.

Always heading to the very best and willing to develop extremely efficient machinery, Mr. Najjar has sought, in a first stage, Swiss and German advice and experience. But, in his permanent search for the best, Mr. Najjar did not get satisfied with the results and set higher stands by turning to the USA.

For five consecutive years, he has been working in close collaboration with the President of Modern Process Equipment (MPE) in Chicago, Mr. Daniel Ephraim, who happens to have a Lebanese-sounding name, while being 100% totally and of American origin. Together, messrs. Najjar and Ephraim have succeeded in developing a new revolutionary oriental coffee grinding machine, the "MPE 999", which is expected to change the whole parameters of coffee making.

In order to highlight this great achievement and to introduce this new machine on regional and international markets, Mr. Georges Najjar has invited a group of coffee leaders in the world to attend a special seminar held for the occasion at Café Najjar new factory (Nahr El Mot).

The Guest, gathered from different countries were:

Mr. Daniel Ephraim from MPE Chicago –USA
Mr. Dominique Crosnier Leconte from Gennevilliers – FRANCE
Mr. Haris Charlambous from Nicosia – CYPRUS
(Representative of the People’s Coffee Co. with 65% of the Cypriote coffee market)
Mr. Costas Costoglou from Athens – Greece
(Representative of Bravo S.A. with 42% of the Greek coffee market)
Mr. Johny Jabra from Bucharest – ROMANIA
(Representative of Noval Brasilia brand, with 65% of the Romanian coffee market)
Mr. Walid Ben Yedder from Tunis
(Representative of Café Ben Yedder, with 68% of Tunisian coffee market)
Mr. Majdi Abdel Maabound form Cairo – EGYPT
(Representative of El Yamani coffee, with 42% of the Egyptian coffee market.)
Mr. Samer Haddad from Syria.
It is worth mentioning here that, considering the importance if this event, Mr. Dominique Crosnier Leconte has specially come from France to present, on behalf of his company, a special machine that will assure the transportation of the coffee from the "MPE 999" machine directly to the packaging machine.

During the seminar, which is the first of its kind in the world, Mr. Najjar went through a detailed presentation of the new coffee grinding methods and the factors that alter the coffee taste and aromas, showing the way to control these factors thanks to the new machines he has developed. Following a tour in the very heart of the machinery room, where the guests had the opportunity of watching the different stages of the Café Najjar coffee processing.

In order to evaluate and compare the new product characteristics versus the traditional stone ground coffees, each one of the guests proceeded to a tasting of coffee brands he brought along with him, and were all unanimous as for the obvious difference between the old technique and the new sophisticated one, which provides innovative quality and aromas, coffee tasters have never known before.

As a result of this workshop, all agreed upon the advantages of this new technology, which allows coffee grinding at less than 50° C, and preserves all the aromas, while traditional technology grinding requires a much higher temperature up to 90° C, causing a complete loss of aromas.

With the "MPE 999" techniques, aromas are totally preserved, and thanks to its control panel, it gives the user a full control of the temperature throughout the grinding stages, which permits to obtain a variety of coffee tastes and colors.

By using this new technique, Café Najjar is the first in the world to exceed the limits of traditional coffee producing, thus reaching the ultimate in production of oriental coffee, which includes Lebanese, Armenian, Greek, Turkish,, and Arabian coffees, and offering to its clientele a perfect taste which will surely set the trend.

At Café Najjar, coffee making is not only a technique, it is an art.