Seeing Huge Growth Potential, ColorTrack Opening Shanghai Office

ColorTrack’s “Realtime” system in action.

ColorTrack, the makers of numerous laser analysis and color monitoring systems for coffee roasters, is opening an office in China, expanding on the company’s business development efforts in Asia. The company is in the process of opening a Shanghai office for the growing Chinese market that will be led by Sean Tseng.

The decision came about following ColorTrack’s sponsorship involvement at the World of Coffee event earlier this year in Gothenburg, Sweden.

“We’ve been talking a lot about China,” ColorTrack’s Matt Weisberg recently told Daily Coffee News. “Over the past year, everything has broken wide open and we’ve gotten Counter Culture, Blue Bottle and all these medium roasters, and those are the kinds of roasters we’re finding overseas. There’s a huge market over there, and we’re having a lot of fun with it.”

ColorTrack already operates an office in Seoul, which Weisberg says has similarly “taken off” and the company now has large roaster clients in virtually every coffee-consuming country.

“China is really big right now,” Weisberg said. “People don’t realize how big it is.”