We've been brewing up would-be baristas for years, but customers kept asking us for a one stop shop for training. So in 1996, Coffee School opened its doors. Since then, thousands have graduated from the basic and advanced courses. Both offer plenty of the hands-on-portafilter training people tell us they find really useful - and an opportunity to play "my latte art's better than yours" with the pros. But we want to do more. Much more.

That's why we're doubling the intake - with even more sessions throughout the country. We're also giving Coffee School a smart new corporate uniform. After all, there's nothing more important than telling the nation how to make great coffee, is there?

We've designed the new classes from scratch, based on your feedback over the years. Our experts have provided the science. We've translated it into layman's terms, added the real-life experience of our staff and customers and mixed with a pinch of chalkdust to create an interesting and practical learning experience. Everything's covered - from the botany of beans to the finer points of milk preparation.

It's important stuff. More and more consumers are demanding top-notch coffee - and they know when they're being served up poor quality. Of course, it's a great opportunity for attracting and retaining consumers simply by serving great coffee every time. And that means - guess what? - training.

It also means keeping the best people in your business. High staff turnover can destroy the quality of your coffee. But great training can help lock-in your best people, offering them real development - and the chance to share their skills with the rest of your team.

We're not saying Coffee School will make you a better person. Well, maybe just a little. A few hours spent with our expert trainers will have you and your team extracting, steaming and generally serving as never before. Your customers will be happier. Your profits will be bigger. And you get a nice certificate too.

Even the Allegra report makes the point that training is at the heart of great coffee. Sometimes it seems as if all the evidence is pointing you in a particular direction. All you have to do now is sign up your team for the lesson of their lives.

To secure your place, call us from the UK on 0800 COFFEE (263333), or from Ireland on 1 800 626220 or email training@matthewalgie.com.

This article originally appeared in Fresh 18