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Primo Enters 2024 with New Roasting Tools and Commerce-In ProgramDaily Espresso Information by Roast Journal

Primo Roasting Equipment

The 70-kilo-capacity Primo Xr70 mixed with one of many firm’s new destoners. All photos courtesy of Primo Roasting Tools.

Southern California-based Primo Roasting Tools has launched the biggest machine in its flagship Xr line of business espresso roasters, the 70-kilo-capacity Americano-Xr70.

The 30-year-old tools firm, which was acquired by entrepreneurs Brandon Miller and  Christian Longnecker in 2020, additionally not too long ago rolled out new management panels, design tweaks and different upgrades throughout all its Xr fashions, in addition to new destoners and an tools trade-in program.

The latter program, which provides reductions to previous Primo roaster homeowners, is designed to maintain prospects whereas eliminating outdated tools from the resale market.

The Primo Xr70 and New Unified Controls

Earlier this month, Primo technicians put in the primary Americano-Xr70 roaster for a shopper in close by La Puente, California. The set up included one in all Primo’s new destoners, which the corporate says are appropriate for pairing with machines from 15 to 70 kilos in capability.

“We did a whole lot of prototyping with this one,” Longnecker, who serves as Primo’s chief advertising and marketing officer, instructed Every day Espresso Information of the destoner. “Seventy kilos working by that factor took three minutes. It’s so fast, and we’ve riveted the whole factor with chrome steel building. It’s only a actually seamless, good design.”

Primo Coffee Equipment destoner

Options on the Americano-Xr70 roaster are according to the remainder of Primo’s smaller Xr machines, and all fashions now function the identical management panel.

“We standardized the machines throughout each single measurement, so from 3 kilos all the way in which as much as 70 kilos, it’s the identical management panel and a uniform expertise,” stated Longnecker. “In the event you ever go from a 5-kilo to 30 kilos, it’s the very same roasting course of.”

Together with controlling machines’ drum rotation pace, airflow and different capabilities, the management panels function built-in USB ports for software program connections. Full roast profile automation capabilities can be found as an add-on choice.

Primo Roasting Equipment Xr70

The Xr70 launch follows the latest launch of two machines close to the opposite finish of the capability vary, Primo 3-kilo and 5-kilo Xr machines.

Cooling Tray and Cyclone Upgrades

Throughout all fashions, Primo has redesigned its cooling tray encasements, leading to smaller general footprints and a extra angular look. Its cyclones have additionally been redesigned for smaller footprints, and are related to roasters through straighter, extra environment friendly paths.

“Our cyclones are actually gathering about 95% of the chaff, if not 100%,” stated Longnecker. “We’ve made a smaller footprint, and it’s a straight shot on prime of the drum popping out of the hopper connecting proper to the again of the cyclone. We’ve eradicated two 90-degree elbows, and improved the airflow drastically on all of our machines.”

The Commerce-In Program

A key part of Primo’s reinvention as an organization started late final yr with a trade-in program aimed toward eradicating outdated Primo tools from the market, and changing it with new-generation Primo design and expertise.

Whereas additionally open to homeowners of newer tools searching for to improve, this system is principally aimed toward permitting anybody with a Primo roaster that was constructed previous to the 2020 acquisition to return the machine to the corporate in change for a steep low cost on new tools.

Primo roaster and destoner

“We’re simply getting all these outdated machines off the market and getting everybody on this new expertise with all these new standardized panels and all of the bells and whistles,” stated Longnecker. “We’re seeking to take Primo into the long run and never maintain it up to now.”

Clients may maintain their older machines, if they like, ought to they agree to not resell it.

“I’ve solely really taken one machine again from a buyer,” Longnecker stated of the roughly 15 trade-ins to this point. “You’ll be able to Frankenstein it, take it to the scrapyard, maintain it as a showpiece, or you possibly can run two machines if the outdated machine nonetheless runs. The settlement is simply that you simply can’t resell the machine. We would like it off {the marketplace}.”

Reductions are based mostly on what new tools the shopper is searching for, not on the dimensions, price or working situation of their legacy Primo machine. Longnecker stated reductions sometimes vary from $10,000-$15,000.

Primo Xr70 coffee roaster

“You have been a Primo buyer at one time, and we’d wish to maintain you within the Primo household,” stated Longnecker. “Brandon and I do know — previous to getting concerned in Primo after we had our personal espresso firm — it’s a little bit of a nightmare to go from a 5 kilo to a 30 kilo. It prices some huge cash and it’s exhausting to get loans. On the finish of the day we’re simply making an attempt to empower the small enterprise.”

Longnecker stated that by the top of this yr, Primo plans to introduce its personal roast profiling and automation software program. Moreover, the corporate plans to advance the design of bigger fashions, whereas constructing extra distribution and repair partnerships.

“We’re simply getting higher,” stated Longnecker. “We’re actually simply getting began. Final yr was an incredible yr, attending the SCA present and every thing else. We’ll be there once more this yr. We’re going to drag up one in all our new 5-kilo items and actually present individuals what we’re doing and what we’re about.”

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