North Bay Area, Cali.-based Loring has added to its management team, appointing longtime brand developer Dennis Vogel to the new position of director of marketing and sales. Vogel, who has a breadth of experience in tech product development and branding, seems an ideal fit for Loring, which since its founding in 2008 has occupied space on the cutting edge of roasting technology.
The company has steadily been adding to its client list in more than 20 countries around the world, recently including big names such as Blue Bottle (Tokyo roastery) and Counter Culture (Emeryville, Calif., roastery). The roasting machines themselves are known for their all-stainless-steel design, Loring’s patented Flavor-Lock Roast Process Technology, parametric profiling systems, and significant fuel savings due to the elimination of a traditional afterburner.
Vogel comes new to the coffee business, following some 20 years in product management and brand-building, including management roles at technology companies Cisco Systems and Linksys, and at solar power systems startup Zep Solar.
“We conducted an exhaustive search for someone who would further strengthen our management team’s breadth of talent and background,” Loring President and CEO Bob Austin said in an announcement of the hire. “Dennis shares our values and our focus on innovation, and he places the same strong emphasis as we do on the customer experience. He has a proven track record that will be extremely valuable as Loring continues to grow around the world.”