I am welcoming and introducing Florence Vézina, who joined me as a Sales Manager, based in Montreal and Quebec City, Quebec.

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"My name is Florence, and I’ve been working in specialty coffee since 2021. What began as a simple curiosity quickly turned into an obsession with detail, flavor, and the human stories behind every cup. I’ve had the opportunity to compete on the coffee stage through the Brewers Cup and the AeroPress Championships, twice each. These experiences taught me to think about coffee differently, to challenge standards, and to always aim higher.

Today, I’m joining Change of Tone as Sales Manager with a clear energy: to make things move. I work alongside Damian to support the expansion of our activities in Eastern Canada by building strong, honest, and lasting relationships, because great coffee deserves to be represented with conviction.

My goal is simple: to create meaningful connections, help coffees that speak for themselves circulate, and contribute to moving the conversation around specialty coffee forward. If you’re ready to change the tone, I’m already at the table."

I could not be happier. I was judging Florence few years back during her routine at Canadian Brewers Cup and we have had a really great conversations, almost immediately. We met only few times after the competition but we always knew that our conversations have no filter, no judgment, we have similar energy when we speak and most importantly, we share similar values. I think it all got really clear during my visit in Quebec City. We spend a day together and touched a point or two about change of tone and possible expansion to Quebec, my favourite province in Canada (right after BC).

I deeply believe Florence will shape change of tone. to something even more meaningful and personal. Plus she is the second woman at change of tone which I am grateful for.

Florence's email is growth@changeoftone.coffee

Don't hesitate to reach out directly!

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