Reborn Coffee, Inc. announced it has signed a Memorandum of Understanding with COLLECTIVE PROJECT SDN BHD on January 15, 2023 to establish an equity joint venture to expand and develop Reborn's coffee brand throughout Southeast Asia. COLLECTIVE has been sourcing, roasting and distributing specialty coffees for more than 7 years to cafes throughout Malaysia, establishing itself as leading specialty coffee roaster by sourcing transparent, traceable, and sustainable coffees from farmers, and providing exceptional coffee experiences to consumers. COLLECTIVE's expansion plan includes long-term partnerships with processing facilities and farms at origin, most recently in Indonesia, that will ensure a consistent supply of high-quality coffees and volume for the Southeast Asian market.

This partnership includes improving processing methods and introducing innovations such as anaerobic and aerobic fermentation to increase quality score and flavor. In retail, COLLECTIVE is partnering with other artisanal producers specifically in gelato and pastries to expand their specialty product offerings. The company is opening its first store in Damansara Heights, an upscale suburb of Kuala Lumpur, Malaysia, in February, with plans to open three additional outlets in Kuala Lumpur and Jakarta later this year.

Barrie Nasim, Founder and CEO of COLLECTIVE, has over 10 years' experience in specialty coffee and distribution. Educated at the London School of Coffee, he founded COLLECTIVE to focus on educating, roasting and supplying quality coffees to independent cafes and consumers. In its first year, he had expanded his customer base to more than 50 cafes across Malaysia.

Certified by SCAE (Specialty Coffee Association of Europe) in Roasting and Sensory science and a Q Arabica Grader by CQI (Coffee Quality Institute), Barrie continues to work closely with practitioners on industry developments in the sensory field.