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  1. Newbie
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      • Native Language:
      • Japanese
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      • Japan
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    • Join Date: Dec 2011
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    #1

    The face of the operation

    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.

  2. JohnParis's Avatar
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    #2

    Re: The face of the operation

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

  3. JohnParis's Avatar
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    #3

    Re: The face of the operation

    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

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