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The Face Of Costa Coffee In The West

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A Cheltenham resident is about to get a taste of fame after being selected to star in Costa Coffee’s in-store advertising campaign – despite never having touched coffee until he joined the company.

Joel Collacott, 23, will see his photograph in hundreds of Costa Coffee stores in the West, after being chosen from thousands of baristas in the UK, because of his passion for coffee and his achievements in the 15 months he has worked for the coffee chain.

Having never touched coffee until he joined the Costa store on the Promenade in Cheltenham, the Sports and Exercise Science graduate soon developed a taste for serving the perfect drink. Despite being a newcomer to the drink and the industry, he made the international finals of Costa’s Barista of the Year competition, demonstrating a superior coffee knowledge, technical skills, and flair for creativity.

“When I went into the first round of the competition, I’d only been making coffee for a few months having just graduated from Cardiff University, so it was a big surprise. I discovered hidden talents I never knew I had. It was my speciality drink that got me there: a macchiato with chilli and chocolate, with lemon grass foam. My brother’s a chef and knows all about flavour combinations, so he helped with that”.

Joel, who lives in the centre of Cheltenham with friends, said he was excited about being involved in the campaign: “It’s very flattering. I was whisked down to London and had a photo shoot together with two other guys who made the Barista of the Year finals, so it was good fun.

Having just been promoted to assistant store manager, there is obviously no such thing as the daily grind for Joel. “I originally joined Costa as a stop gap after graduating, but now I see it as something I can stick with for a while.

“It’s a great company to work for and good fun – being part of a team and with customers is great. I’ve never worked in the service industry before, but it turns out I’m pretty good at it. Having started out part time, I became Assistant Manager at Christmas, so it’s all going in the right direction. I hope to be running my own store in a year.”

Founded by Italian brothers Sergio and Bruno Costa in 1971, Costa currently employs 95 people in 10 stores across Gloucestershire (including two in Cheltenham).

Costa Coffee was the first UK coffee shop to commit to sourcing beans from Rainforest Alliance (RFA) Certified farms. All Costa coffee comes from 100% RFA certified farms.