Paula gets out and about among consumers all over Finland, keeps a blog and also has a presence on Facebook. She holds coffee training sessions and meets stakeholders in cafés, restaurants, educational institutes, shops, trade fairs and many kinds of events. Paula serves consumers with coffee lore and also brings word from them to Paulig. In 2013 a new Paula, the 18th, will be chosen to begin her reign in June. The job gives a grandstand view of the world of coffee and an opportunity to become a professional in customer service, training and presentation skills.