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Sara Lee Foodservice Launches New Sales Program

SUFFOLK, Va. -- Sara Lee Foodservice, a leading supplier of coffee, tea, meat and bakery solutions, officially opened its doors today to the first North American Douwe Egberts Cafitesse Academy, the company reported.

Facilitated by Douwe Egberts' coffee experts, the Academy enhances education and raises awareness of the benefits of Cafitesse and will act as a training destination for hundreds of sales and service members to become experts on the Douwe Egberts liquid coffee system, Cafitesse.

"A great sales force needs to provide more than just information, they need to be trusted partners," said Jan Pieter Schretlen, general manager, Sara Lee Foodservice beverage unit. "The Cafitesse Academy's innovative approach brings participants together to learn, taste, smell and experience Douwe Egberts Cafitesse liquid coffee. Upon completion, participants will be better partners to their operators, helping them tackle the variety of coffee issues they face daily."

The Academy consists of a three-day intensive course that covers Douwe Egberts brand legacy, coffee cultivation and production, as well as sensory exercises. Additionally, common operator issues are addressed through coffee system comparisons that demonstrate Cafitesse as a user-friendly, efficient, and easy to maintain liquid coffee system that consistently delivers high-quality coffee, according to the company.

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