Read the full Starwood press release from Businesswire

Mega-kudos go out to talented consultant, co-World Barista Championship board member Fritz Storm, who was today named the latest “family member” for Le Meridien hotels LM 100 luxury design concept. Storm joins Illycaffe Chairman and CEO Andrea Illy to head up coffee effort.

“LM100 is not a club, it’s a family of international creators that are reinventing Le Méridien with the vocabulary of their challenging experience,” said Jérôme Sans. “This group will grow naturally in order to keep the dimension of dialogues, discoveries and creations.”

I have heard rumors that Kaldi, the Ethiopian goat herder fabled to have discovered coffee 1,500 years ago has also been in discussions with Le Merdien to join the consulting team, but calls were not immediately returned by his agent in Century City.