Mohamed Khirallah says networking was the key strategy in founding his coffee brand, Roticana Coffee.
Originally from Cairo, Khirallah came to Canada two years ago, and when he landed in Fredericton, New Brunswick, he began to introduce himself to the community.
“My sales force is Frederectionians themselves. They helped me a lot with sales and spreading the word and marketing for the product,” said Khirallah to Global News.
He used his graphic design skills to create his own branding, which helped offset the cost of the coffee roaster that enables him to roast the beans locally, giving them their distinctive flavour.