Ewen Litchfield is one of the quiet achievers of the Australian café industry. Introduced into the café world when he worked in the family business, which was a hotel and club hospitality supplier. He then moved from the family business to Kimberly Clark, looking after Sydney and regional NSW distribution.
Ewen is now best known in the industry for his role at Clorox, where he is well known to be passionate about the company brands, one of which is Chux. Ewen started at Clorox in 1998 as NSW State Sales Manager and worked in that position for 5 years before earning a promotion to Commercial Business Development Manager.
He is now the National Customer and Category Development Manager, with his job including the management of accounts such as Costco and PFD Foodservice. His role also includes developing new products, new packs spelling out consumer benefits on packaging and controlling advertising in the Foodservice Market via trade magazines and tradeshows etc. Ewen’s marketing role also includes researching new distribution channels for the Clorox range of Away From Home products, that incorporates the café industry.
Ewen met Café Culture five years ago with the introduction of the Chux Espresso Cafe Superwipe, and he knew it was going to be a big hit with baristas for, amongst other things, wiping the steam arm in the coffee making process. The wipe has been extremely well recieved and complements the other colour coded wipes that Clorox produces specifically for hospitality.
Through Ewen, Clorox and Café Culture have now teamed up to create an endorsement program to promote innovative ideas and concepts with proven longevity in the market place. These products will be rewarded by an industry endorsement. The café wipe has fitted into this classification as a must have product across the whole café/coffee making system.
We believe Ewen’s passion is one of the reasons that the Chux brand is now a generic noun … we now don’t reach for a wipe; we reach for a “Chux”.