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Liquid International
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Who we are…

A Brief History

2000:  Operations began with only 2 staff members. Principal area of activity was importing and selling of coffee equipment spare parts – limited to 10 bands.

2005:  LI became an importer and distributor of specialized coffee equipment, by becoming the agents for the Iberital and Ascaso ranges of machines, as well as our own brand, FIEL, (filter coffee machines). Our spare parts range was expanded to include an additional 7 brands of machines.

2011:  LI partnered up with Fiamma (Portugal), to be their sole agents in South Africa – adding new espresso machines and grinders to our basket.

2012:  We added to our home brand of FIEL, the addition of a small domestic machine, Fiel 210 1GR traditional machine,effectively replacing the Ascaso range.

2014:  Signed agreements with Jura and Phillips Saeco to distribute their products.

The Management Team

Victor Feliciano is the sole Director of Liquid Spares CC. Having worked many years in the food service industry with
a previous start-up, he decided to break away on his own and launched LI. He holds a Diploma in mechanical engineering, is a Certified Espresso equipment technician and has 20 years experience in the espresso equipment sales/service/repair field. Victor is the final decision maker in matters pertaining to our strategic goals.

Claudia Feliciano holds a BCom (Honous) in Industrial Psychology. She returned to South Africa after living in Europe for many years, where she consulted privately as well as being Director at a geriatric facility. She joined LI after her marriage to Victor, in 2010. Claudia manages our creditor accounts, administers our Facebook account, and liaises with our accountants in matters regarding company finances, payroll and HR.


Current marketing channel is primarily the Digital Out of Home (DOOH), to roasters for spares whilst equipment is by word of mouth through numerous dealers and independent food/coffee outlets.

Our Network

While LI may have a small base that we operate from, our network is vast and extends beyond the border s of South Africa into Mozambique, Botswana, Swaziland and Namibia. It comprises of 48 roasters and coffee suppliers, 24 catering equipment suppliers, 7 franchises and 33 independent dealers and technical service providers.

Management and

Organizational Structure

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