Scarborough Group partners with former World No.1 squash sensation to promote coffee brand
The McCabe family’s Scarborough Group International, the real estate, leisure, retail and gaming software company, has signed former World No.1 and World Champion squash player Laura Massaro as a brand ambassador for the group.
Massaro will principally partner with eco-friendly coffee brand Novell, Scarborough’s UK joint venture with Spanish coffee group Cafés Novell and will carry the Novell branding on her kit.
Massaro will also work closely with Scarborough for the 2017/2018 season, helping to promote its major real estate developments, including Middlewood Locks in Manchester and Thorpe Park in Leeds.
Following the recent launch of Cafés Novell’s first compostable coffee capsule in Spain, this partnership sees another step forward in the expansion of the brand globally, the group said.
Scarborough in conjunction with Novell will soon be bringing its lifestyle coffee shops ‘Espuma’ to the UK, with openings planned in Manchester, Leeds and London. The brand is already successful in East Asia with four cafes in Hong Kong.
Massaro said: “I’m delighted to be teaming up with Scarborough as brand ambassador for Novell. I’m a coffee lover so it’s great to know that being eco-friendly doesn’t mean you have to compromise on taste, I’ll definitely be switching to the 100% compostable capsules.”
Simon McCabe, joint chief executive of Scarborough Group International, said: “Laura is a great brand ambassador for Scarborough. As an athlete who travels globally Laura understands the importance of environmental impact reduction. With over four billion cups of coffee consumed annually, switching your morning coffee to a brand that is environmentally responsible will have a significant impact. Through the expansion of our Espuma coffee shops we will continue to strengthen Novell’s commitment to the environment.”
Hannah Jobe, business development manager of Café Novell said: “We’re proud to be working with Laura to bring some extra flair to Cafés Novell’s activity. Since its beginnings in 1958 Cafés Novell has always excelled in its commitment to innovation and contribution to the culture of coffee. With such a high-calibre ambassador joining the brand we look forward to achieving the same world success within the foodservice industry.”
