The face of the operation

[Misakim]

Hi,

This is from an article titled Ristretto | Tokyo Coffee (December 16, 2011 issue) in Tmagazine in the NY Times. Can you please tell me the meaning of "face" in this sentence?


Streamer Coffee Company

The face of the operation is Hiroshi Sawada, a former latte art champion who collects sponsors like a Nascar driver. (To date they are Clif Bar, Espresso Parts, G-Shock and Nike SB.) Order a latte, try to count the paper-thin number of leaves on the fern. A second location opened recently in Harajuku.

[JohnParis]

This means the "person behind the Streamer Coffee Company," probably either the owner or managing director of the operation.

[Gillnetter]

This means the "person behind the Streamer Coffee Company," probably either the owner or managing director of the operation.

I thought it would be more the person who represents the company to the public. Something along the lines of George Forman who represents a company which makes cooking devices. Forman probably has little to do with the actual operation of the company but he is "the face" of the company - the person people associate the company with.

[JohnParis]

Hello Gillnetter,
Yours was such a good answer that I went back and re-read the article just to make certain the author was referring to the owner rather than a spokesperson. He was, but your answer could be equally correct in other contexts.
Under many circumstances, I would favor your interpretation over mine.
John