ORINK COFFEE to Participate in China’s Largest Coffee & Restaurant Expo – TV Recording at Café Robuchon
An agreement has been signed with Western Coffee to participate in China’s largest annual coffee and restaurant expo, held in the 18-million-resident city of Guangzhou. We will join forces to present ORINK COFFEE in a specially designed exhibition booth. The expo attracts approximately 500,000 industry professionals and receives coverage across all major media platforms in […]
New Board of Directors at Prorector AB – Jan Ageheim Appointed Chairman
A new board of directors has been elected for Prorector AB (publ). Jan Ageheim has been appointed as the new chairman (previously a board member), while Tommy Sundqvist remains a board member and CEO. Newly elected board members include Richard Hårdänge, Suzan Stenberg, and Christer Eklund. Gunnar Christiansson, former chairman of the board, resigned due […]
Strong Partnerships and Exclusive Agreements – 150 ORINK COFFEE Cafés Planned
Through Prorector Shanghai, Prorector has secured several long-term strategic partnerships and exclusive distribution agreements, creating strong opportunities for 2025. Together with Western Coffee Group, we are planning to open 150 cafés under the brand ORINK COFFEE, primarily in Northwestern China. The opening of Café Robuchon by ORINK in Shanghai was a great success, with around […]
New Sales & Marketing Director in China – Welcome Joyce Ding
Starting in August, our China team will be strengthened by the addition of Sales & Marketing Director Mrs. Joyce Ding, who has extensive experience at the management level.
Strategic Agreement Signed with Western International Trading Co. Ltd – ORINK Expands in China
Prorector has recently signed a “Strategic Cooperation and Distribution Agreement” with Western International Trading Co. Ltd, one of the largest distributors in China, dominating approximately one-third of the market. They have a strong presence in coffee baristas, ice cream, and milk, which is increasingly being replaced by plant-based beverages. According to the agreement, they are […]
Spring is approaching and with it also a growing optimism
The competition is fierce, but we work according to a sales strategy that has begun to pay dividends in selected segments. We see great opportunities opening up towards the gigantic market, primarily in China. In 2024, we will launch some new products, two of which are already being tested and have received a lot of […]
Good continuation of the leap year and the year of the Dragon in China
We see the light at the end of the tunnel after a difficult start-up phase. We can clearly see how we are starting to gain market share. In the Swedish market, we continue to work persistently on entering cafes and bakeries in addition to the retail trade. In 2023, around 30 demonstrations were carried out […]
Christmas greetings with positive signals
The clocks are soon ticking for a new year, a new year with new challenges and opportunities. We have achieved control over the pandemic and inflation and interest rates are moving in the right direction. We have continued our determined work to find accessible routes into the large market segments in both China and Sweden. […]
Strengthened marketing and expanded market in China
Our collaboration with VEGO during the year has yielded results with many new posts on Instagram and advertisements in their magazine. During the year, we have also started doing more and more demos at mainly the biggest ICA stores, such as Flygfyren in Norrtälje. Anders Limpàr and Tommy Söderberg have participated as well as Dan […]
National Day celebration at the Swedish Embassy in Beijing
We participated with ORINK at the largest Food fair in Shanghai on May 18-21 in collaboration with the Swedish Embassy and Business Sweden under the slogan Try Swedish. The fair was very successful with great interest. We developed our collaboration with the Swedish Embassy in Beijing and were hired as a supplier for the big […]