Primo Enters 2024 with New Roasting Apparatus and Business-In ProgramDaily Espresso Information via Roast Mag

The 70-kilo-capacity Primo Xr70 mixed with one of the most corporate’s new destoners. All pictures courtesy of Primo Roasting Apparatus.

Southern California-based Primo Roasting Apparatus has introduced the most important gadget in its flagship Xr line of business espresso roasters, the 70-kilo-capacity Americano-Xr70.

The 30-year-old apparatus corporate, which was once received via marketers Brandon Miller and  Christian Longnecker in 2020, additionally lately rolled out new regulate panels, design tweaks and different upgrades throughout all its Xr fashions, in addition to new destoners and an apparatus trade-in program.

The latter program, which gives reductions to previous Primo roaster homeowners, is designed to stay consumers whilst getting rid of old-fashioned apparatus from the resale marketplace.

The Primo Xr70 and New Unified Controls

Previous this month, Primo technicians put in the primary Americano-Xr70 roaster for a shopper in within sight L. a. Puente, California. The set up incorporated certainly one of Primo’s new destoners, which the corporate says are appropriate for pairing with machines from 15 to 70 pounds in ability.

“We did a large number of prototyping with this one,” Longnecker, who serves as Primo’s leader advertising officer, informed Day by day Espresso Information of the destoner. “Seventy pounds operating via that factor took 3 mins. It’s so fast, and we’ve riveted all of the factor with chrome steel building. It’s only a truly seamless, great design.”

Options at the Americano-Xr70 roaster are in step with the remainder of Primo’s smaller Xr machines, and all fashions now function the similar regulate panel.

“We standardized the machines throughout each unmarried dimension, so from 3 pounds the entire approach as much as 70 pounds, it’s the similar regulate panel and a uniform generation,” mentioned Longnecker. “When you ever cross from a 5-kilo to 30 pounds, it’s the very same roasting procedure.”

In conjunction with controlling machines’ drum rotation pace, airflow and different purposes, the regulate panels function integrated USB ports for tool connections. Complete roast profile automation functions are to be had as an add-on choice.

The Xr70 unlock follows the new unlock of 2 machines close to the opposite finish of the ability 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 total footprints and a extra angular glance. Its cyclones have additionally been redesigned for smaller footprints, and are attached to roasters by the use of straighter, extra environment friendly paths.

“Our cyclones are actually amassing about 95% of the chaff, if now not 100%,” mentioned Longnecker. “We’ve made a smaller footprint, and it’s a directly shot on best of the drum popping out of the hopper connecting proper to the again of the cyclone. We’ve eradicated two 90-degree elbows, and progressed the airflow greatly on all of our machines.”

The Business-In Program

A key part of Primo’s reinvention as an organization started overdue final 12 months with a trade-in program geared toward doing away with old-fashioned Primo apparatus from the marketplace, and changing it with new-generation Primo design and generation.

Whilst additionally open to homeowners of more moderen apparatus in the hunt for to improve, this system is principally geared toward permitting any person with a Primo roaster that was once constructed previous to the 2020 acquisition to go back the gadget to the corporate in change for a steep cut price on new apparatus.

“We’re simply getting these types of previous machines off the marketplace and getting everybody on this new generation with these types of new standardized panels and the entire bells and whistles,” mentioned Longnecker. “We’re having a look to take Primo into the longer term and now not stay it previously.”

Shoppers too can stay their older machines, if they like, must they agree to not resell it.

“I’ve best if truth be told taken one gadget again from a buyer,” Longnecker mentioned of the roughly 15 trade-ins to this point. “You’ll Frankenstein it, take it to the scrapyard, stay it as a showpiece, or you’ll be able to run two machines if the previous gadget nonetheless runs. The settlement is solely that you can not resell the gadget. We would like it off {the marketplace}.”

Reductions are in response to what new apparatus the customer is looking for, now not at the dimension, price or operating situation in their legacy Primo gadget. Longnecker mentioned reductions generally vary from $10,000-$15,000.

“You have been a Primo buyer at one time, and we’d love to stay you within the Primo circle of relatives,” mentioned Longnecker. “Brandon and I do know — previous to getting enthusiastic about Primo after we had our personal espresso corporate — it’s just a little of a nightmare to move 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 seeking to empower the small trade.”

Longnecker mentioned that via the tip of this 12 months, Primo plans to introduce its personal roast profiling and automation tool. Moreover, the corporate plans to advance the design of bigger fashions, whilst construction extra distribution and repair partnerships.

“We’re simply getting higher,” mentioned Longnecker. “We’re truly simply getting began. Remaining 12 months was once an ideal 12 months, attending the SCA display and the whole lot else. We’ll be there once more this 12 months. We’re going to drag up certainly one of our new 5-kilo gadgets and truly display folks what we’re doing and what we’re about.”

[Note: This story has been updated. The original version incorrectly stated that Brandon Miller and  Christian Longnecker acquired Primo in 2022. They acquired the business in 2020.]

Feedback? Questions? Information to proportion? Touch DCN’s editors right here.