Massimo Zanetti—From Field to Cup
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Massimo Zanetti Beverage USA, headquartered in Portsmouth, VA, is a division of Massimo Zanetti Beverage Group, Bologna, Italy, a privately-held, vertically integrated organization that grows, processes, trades, roasts and distributes coffee throughout the world with annual sales of around US $1.2 billion. The Massimo Zanetti Beverage Group owns more than 20 consumer brands worldwide, operates 11 roasting plants throughout the world, and has a worldwide distribution network of subsidiaries and authorized dealers in 100 countries.
The following is a brief Q & A with Massimo Zanetti Beverage Group USA.
1. What do you think are some of the reasons for the increase in Specialty Coffee demands?
The food service channel is driving the increase in specialty coffee demands at retail shelf. We have seen a shift in at home consumption, a lot of this due to the economic downturn. Consumers are shopping sales and using coupons. Gourmet is now mainstream. According to the National Coffee Association, gourmet coffee now accounts for 40% of all cups of coffee consumed. At least 55% of the new product growth is coming from specialty coffee. Consumers are trading up to gourmet beverages, which is boosting overall category consumption and accounting for the new product growth and line extensions this year that we are seeing in store brands. Quality gourmet store brand coffee products are affordable and appeal to a broader younger consumer base, which is driving growth in the category.
2. How does Massimo Zanetti help store brand retailers market and merchandise their store brand product lines?
Our focus is on the consumer’s needs to provide a quality product and packaging that meets their consumer’s demands and results in overall long term category growth. As a vertically integrated, internationally owned company and part of the largest privately held group of global beverage companies worldwide, MZB-USA is able to spot emerging coffee trends in commodities (bean type, blend trends, origins, processing) and leverage product development across our entire portfolio in foodservice, retail, café and retail store brands for the US market. As a result, we are able to drive cost efficiencies for our retail customers by logistically bundling brands and store brands with invoicing and transportation.
3. Why is organic coffee so important to consumers?
We have seen an increase in organic fair trade gourmet coffee this year with consumer demand on organic food sales. At least a third of consumers are aware of Fair Trade Certifications such as TransFair. Organic certifications like QAI and USDA Organic Seal have worldwide recognition and thus are important to store brand coffee development. All of our organic coffees are certified through QAI (Quality Assurance International). QAI ensures organic quality set by the guidelines of the USDA and audits certification verification for new organic product compliance. There is a strong association with Fair Trade and Organic coffee as being better for you, better quality, and better for the environment.
4. What kind of Quality Control program does Massimo employ?
Due to our large customer base and multi-channel distribution in North America, Massimo Zanetti Beverage USA as a coffee manufacturer is HAACP certified, Food Safety certified, and Silliker certified. We will be certified through SQF Level II by the end of 2010.
For more information visit www.mzb-usa.com or call Tel. (757) 215-7300.
