Shirato says Toby's not boutique

DoubleRistretto

Hi guys - picked up a business magazine while i was waitin in the airport last week [called 'the Deal'] and it had an article on Les Shirato criticising Toby's Estate for not being 'boutique' because it was owned by Cerebos.

He went on about how Vittoria is 'family owned' - seems pretty funny the head of a big corporate like Vittoria criticising Toby's for not being boutique enough :-\

admin

We had a piece on the forum about Toby's being [50%?] bought out by Cerebos last year, but for Vittoria to knock Toby's on that basis is pretty funny...

DoubleRistretto

The latest BEanscene has an article on Mr S. am surprised they're doing puff pieces on the big corporates - I thought they were supposed to be a magazine for the purists! dR :🙂

blanyon

Probably not enough purists to make money!! I am a little disappointed when I see articles like this but on the other hand they are a massive part of the Australian coffee culture and it would be remiss of a coffee magazine to leave them out.

admin

the true test will be whether we start seeing Vittoria ads in Beanscene in the next issue or two 😉

hazchem

most articles in Beanscene read like ads to me.

blanyon

True but read/listen to most media they are just repeating what they are told in press releases etc there is not the time to double check it all due to cost restraints (or so I have heard) it slaps of lazyness in most cases. Not that I am insinuating that about beanscene it must be difficult to fill a mag each issue.

hazchem

oh totally, lazy journalism is rife in many quarters and it drives me crazy. I should make it clear that I'm not at all suggesting this is the case with Beanscene, more that the style of writing sometimes reads to me like a longish PR piece rather than a straight interview or informative article. Its an issue of writing style rather than the substance of the article.

DoubleRistretto

Mmm, not sure - sometimes begin to wonder if it is a case of substance over style...