caffè vergnano 130 years of history

Caffè Vergnano today 

CAFFE’ VERGNANO 

130 YEARS OF HISTORY INDISSOLUBLY LINKED TO COFFEE 

Caffè Vergnano, the oldest coffee manufacturing company at national level, managed 

by the Vergnano family since 1882, has operated successfully for 130 years, in the name of 

tradition and innovation, promoting coffee culture in Italy and the world. The 

company is currently led by Chairman Carlo Vergnano and Managing Director Franco 

Vergnano. 

Today it is a solid business, capable of tackling new market challenges dynamically and 

skilfully, which has consolidated its position on the Italian market and gained new, important 

spaces on the international scene. Caffè Vergnano exports to over 60 countries in the world 

and has about 110 employees. The company’s success is due to constant effort to achieve 

qualitative perfection, which real connoisseurs of coffee have been appreciating and 

recognising in Caffè Vergnano for over a century. A mission pursued with passion, enthusiasm 

and spirit of initiative by the fourth generation of the family. 

With a plant occupying 13,500 square metres in Santena (Torino), 14 automated production 

lines, over 80 product references and two-figure growth since 2001, Caffè Vergnano closed 

2011 with a sales figure of 60,00,000 euros, 47% of which accounted by supermarkets, 33,5% 

by horeca and OCS (0,5%) sector and the remaining 19,5% by exports. 

This is an important result which highlights the growth trend and consolidates the brand as one 

of the main players in the coffee segment. 

Caffè Vergnano: the recipe of a successful product 

The distinguishing features of Caffè Vergnano are tradition, quality and constant 

innovation. 

The plus factors of the production of Caffè Vergnano: tradition 

The secret of the superior quality of Caffè Vergnano blends lies in the meticulous selection 

of the best coffee producers at world level. With this in mind, the most prized coffee beans are 

EURELAB PRESS OFFICE 

Diana Lisci - M. diana.lisci@eurelab.it T. +39 0110464611 C. +39 347 97 45 616

selected and purchased directly where they are grown. The Company Chairman Carlo 

Vergnano and his son Pietro personally visit the plantations and suppliers in the country of 

origin on a regular basis. 

The selection of high quality blends is joined by consolidated experience in processing coffee, 

which still takes place in the traditional way, using a slow roasting procedure. The slow 

roasting cycles are carried out with different times and at different temperatures depending on 

the origin of the coffee, making it possible to reach just the right level of roasting. High quality 

standards and strict certification regulations regulate the entire production process in order to 

guarantee high organoleptic quality, from the ingredients to the coffee in your cup. 

Distribution in Italy 

The Italian market: mass market 

As regards the mass market channel, Caffè Vergnano is confirmed as the sixth producer of 

coffee in Italy. In this sector, 2011 closed with an increase in volume of 2% (sell-in figures) 

and a sales figure of 28,000,000 euros. Concerning Èspresso® 1882, 25.000 kilos have been 

sold in 3 months, equal to 1 million of euros. In relation to the sell-out figures, the company 

has a total share of the Modern Distribution channel in Italy of about 2 points, equating to 

2,000,000 kg of coffee and 34,000,000 euros (excluding private brand). 

The best sales performances come from the northwest area where, with a share of about 4%, 

Caffè Vergnano is the fourth company on the market. 

In terms of profitability too, the results for 2011 were positive, despite the increase in the cost 

of raw materials by over 100%. 

As far as 2012 is concerned, Caffè Vergnano will be focused on the portioned market (capsules 

and pods); the most important objectives are on Èspresso®1882, with an estimated sales 

figure of 3,000,000 euros. 

The Italian market: horeca 

The company’s intention to develop business in the horeca segment continues, with a 

considerable investment in bars. There are more than 4500 Caffè Vergnano bars in 19 regions 

of Italy. 

The market figures also confirm the positive trend: since 2002, the sales figure 

relating to this channel has nearly quadrupled, reaching about 20,000,000 euros in 

2011, with a 25% increase on 2010. 



Particularly in recent years, investments in bars, which represent the privileged link between 

the company and the territory, have been developed on several levels: from innovative 

product solutions, such as the top of the range blend in clear Pet to guarantee maximum 

freshness and quality, to content in service and attention to detail. 

Like the two merchandising lines conceived for the Linea Classica and Linea 1882, with their 

recently renewed design, which clearly represent the brand’s elegant and modern image and 

comprise cups, teapots, glasses, sugar bowls, napkin holders and napkins. 

Foreign markets 

Caffè Vergnano exports to over 60 countries in the world with very positive results. 

Since 2004, the export department has grown by about 200% in terms of sales 

figure. The last years mark the entry into new countries, such as USA, Chile, Norway, 

Lebanon, Senegal, Tunisia, Sweden, Guyana, Guadalupe and Luxemburg and the 

consolidation of relations with the most important distributors (Poland, Germany, France, 

Greece, Romania and Russia). 

2011 closed with 18% growth in volume and 40% in value. An important sign of 

development. 

Japan is the fourth importer, as testified by Eataly Tokyo, where Caffè Vergnano is present 

with the dedicated “Made in Eataly” range and where the Japanese prinicple “high price for 

very high quality” reflects the positioning of the brand and the products on the Asian markets. 

Furthermore, with its Coffee Shops, the company is present in the main Italian, 

European and international cities (from Milan to London, from Paris to Hong Kong) 

with a chain of coffee shops where you can taste “the perfect espresso” and buy high quality 

products Made in Italy. 

For the Export sector growth in sales figures is expected to be up 15% on 2011. 



Caffè Vergnano in figures 

Company name: Casa del Caffè Vergnano Spa 

Established: 1882 

Business: purchase, roasting, packaging and sale of coffee 

Employees: 100 

Products: over 80 

Annual sales: 6,000,000 kg of coffee packaged per year 

Sales figure 2011: 60,000,000 euros 

Organisation 

Carlo Vergnano- Chairman 

Franco Vergnano- Managing Director 

Enrico Vergnano- Sales Manager 

Pietro Vergnano- Head Buyer of raw materials 

Carolina Vergnano- Export Department Manager, Coffee Bar 1882 

Enrico Inverso- Italian Sales Manager (mass market) 

Francesca Panucci- Marketing and Advertising Manager 



PRODUCT RANGES 

Caffè Vergnano “mass market” 

Blends, ground for stove-top or espresso machines, beans and pods for excellent coffee at 

home. 

� 100% Arabica 

� Vergnano Pods 

� Espresso Blends 

� Classic Blends 

� Vergnano Natura 

� Èspresso ® 1882 Capsules (NEW FOR 2011) 

Caffè Vergnano Horeca 

� 1882 Espresso Blend 

� Espresso Dolce ‘900 

� Espresso Crema ‘800 

� Espresso Ricco ‘700 

� Espresso Classico ‘600 

� Espresso Decaffeinated 

Caffè Vergnano Vending 

� Aroma mio Delicato 

� Aroma mio Robusto 

� Aroma mio Soave 

� Caffè Vergnano Capsules 

� Caffè Vergnano Pods 



NEW FOR 2011: ÈSPRESSO ® 1882 CAPSULES 

2011 has represented a moment of outstanding importance for the Caffè Vergnano range. 

From the second half of the year, the company is going to launch Èspresso ® 1882: a new 

range of capsules for use at home. 

Various strengths make Èspresso ® 1882 capsules a turning point in the reference segment: 

Technology and innovation: the first in Italy to be compatible with Èspresso ® 1882 * 

machines as well as Citiz, Pixie, Essenza and Lattissima Nespresso ®* brand coffee 

machines for home use. 

Mass market: they will be distributed by the main supermarket and hypermarket chains. 

Èspresso ® 1882 brings quality to a more accessible level released from the exclusive 

purchase in boutiques or on the Internet. 

Sustainability: Caffè Vergnano capsules reduce their impact on the environment because 

re made of Biodé® biodegradable plastic material** 

Italian quality: all the flavour of tradition and the experience of Caffè Vergnano are 

maintained in the Èspresso®1882 range. For perfect pleasure, Made in Italy. 

Èspresso ® 1882 is a pure representation of the company mission: in terms of innovation, 

quality and sustainability, every capsule designs a concentrate of the values that characterise 

the world of Caffè Vergnano and its evolution in time. 

* This trademark is not owned or controlled by Caffè Vergnano SpA. 

** Product which complies with European Directive 94/62 on the basis of ISO 14855 test results (24.43% 

biodegradability in 180 days; total biodegradability in 965 days estimated from a mathematical model). The capsules, 

which are certified as biodegradable, cannot be classified as suitable for composting under current legislation; for this 

reason they should be treated as biodegradable, non-recyclable waste. 



PROJECTS 

CAFFE’ VERGNANO 1882 COFFEE SHOPS: worldwide ambassadors of Espresso and all 

things Made in Italy 

Caffè Vergnano 1882 is a project that witnesses the development of a network of 

Italian coffee shops all over the world, from London to Hong Kong, from Milan to Paris, as 

far as Saudi Arabia, with spaces dedicated to the cult of coffee, where you can enjoy the perfect 

Espresso Made in Italy. 

The Coffee Shops represent an important project for the promotion and definition of the brand 

image in the world. 

In 2011, an ambitious restyling of the concept of the coffee shops has begun, developing 

the interior design in relation to furnishings and product displays, and also with regard to the 

products and services offered inside the coffee shops. The general guiding thread: eco- 

compatibility considered all-round, envisaging the use of ecological materials, recyclable 

products and sustainable policies for the reduction of the impact on the environment. 

The over 50 coffee shops already existing in 15 countries in the world, the latest to have been 

opened in Casablanca and Doha (Qatar), with new openings scheduled for Rome and 

London, are the ideal place for discovering the aroma and the atmosphere of coffee or for 

taking a lunch break with the unprecedented flavours of the 1882 Menu, which comprises a 

selection of traditional Italian dishes. 



Coffee shops in the world 

Italy 

AGIRA (EN) – Outlet SiciliaFashion Village, Contrada Mandre Bianche, 94011 Agira (EN) 

ALASSIO (SV) - Via S. Giovanni Bosco, 19 

ALBA (CN) – Outlet del Caffè – Via Cavour 11 

BARI – Via Amendola, 128 

BARI (carbonara)– Via G. Petroni, 2 

CASELLE (TO) - Centro Commerciale Bennet 

CHIERI(TO) – Centro Commerciale “Il Gialdo” – Via Conte Rossi di Montelera, 51 

CHIERI (TO) - Via Vittorio Emanuele II, 32 Torrefazione,Caffetteria 

CIVATE (LECCO) – Centro commerciale Iperal 

DESIO (MB) - C.so Italia, 49 

IMPERIA – Via Giuseppe Berio, 19 

MESTRE (VE) - Via Palazzo, 56 

MILANO - Via Speronari, 3 Torrefazione,Caffetteria 

MOLFETTA – Bari - centro commerciale “La Mongolfiera” 

MONZA - Via Napoleone, 2 Caffetteria, Lounge Bar 

REGALBUTO (EN) – Via Don Giuseppe Campione, 2 

ROMA – Eataly (June 2012) 

TORINO - Sport club RonchiVerdi - Corso Moncalieri, 466/16 

TORINO – Via Lagrange 3 

TREVISO – Piazza S. Leonardo 

TROFARELLO - Via Torino 100, 10028 Trofarello (TO) 

VENEZIA - Piazza dell’Erbaria 

VENTIMIGLIA (IM) - Via Chiappori, 6 



World 

BAHRAIN - Manama City Centre 

CANADA – VANCOUVER 

FRANCE - NIZZA - 11, Rue Halèvy 

GERMANY - MUNICH - Karlstadt Mall Oberpollinger, Neuhauserstrass, 18 

GERMANY - MUNICH - International Airport 

GERMANY – MUNICH – Dachauerstrasse 25 

GERMANY – MUNICH – KAUFHOFF Marienplatz 

GIORDANIA - AMMAN - Mecca Mall 

HONG KONG - Element Mall 

HONG KONG – The One Mall 

KUWAIT - Kuwait City - Olympia Mall 

MAROCCO – Casablanca - Angle Rues Jabir Attabari et Al Jounaid Maarif Extension 

MAROCCO - CASABLANCA – Morocco Mall 

OMAN - MUSCAT - Building N.481 

QATAR – Doha - Lagoona - Zig Zag Towers 

QATAR - DOHA - Qatar Sport Club 

QATAR - DOHA - Villaggio Mall 

QATAR - DOHA – The Pearl 

SAUDI ARABIA - ALKOBAR - Rashid Mall 

SAUDI ARABIA - ALKOBAR - Rashid Mall 

SAUDI ARABIA - DAMMAM - AL GOSAIBI 

SAUDI ARABIA - DAMMAM - DAHRAN MALL 

SAUDI ARABIA - JEDDAH - Mall of Arabia 

SAUDI ARABIA – Ryahd 

SPAIN – Palma de Mallorca – Paseo del Born 

UK - LONDON - 62, Charing Cross Road 

UK London – High Holborn 

UK – LONDON – New Street Square 

UK - LONDON - South Bank, Royal Festival Hall 

USA- NY – Eataly - 200 5th Ave 



VERGNANO ACADEMY: “COFFEE SCHOOL” 

Set up in 2005 as a school for training bar staff to make the perfect espresso the 

Vergnano Academy is becoming a reference point in Italy and abroad with the aim of 

promoting a veritable culture of the Italian style coffee shop. After the success of the Vergnano 

Academy in Santena in Piedmont, at the company’s production plant, the model can be 

exported to other regions of Italy or abroad by request. 

The Vergnano Academy is set up around a programme arranged into different training 

activities: special lessons, seminars, new tastings of products held by professionals in the 

sector, who can transfer not only the art of making a good espresso, but also the ritual of a 

special cup of coffee. 

CAFFE’ VERGNANO FOR THE ENVIRONMENT 

Caffè Vergnano has activated an environmental policy that envisages the progressive 

elimination of aluminium and the growing use, in wrapping and packaging, of recyclable 

materials capable of preserving the quality and aromas of Vergnano coffee. 

The programme is called “Caffè Vergnano for the Environment” and is summarised by a 

logo that informs the consumer that the package purchased is made of disposable and 

recyclable materials. 

The testimonial of Vergnano’s commitment to the environment are the Pods. The range of 

pods is the first with a complete low environmental impact: the boxes are made of 

recycled and recyclable cardboard and the wrapping is aluminium-free for the first 

time in Italy in the coffee sector. The pod is eliminated along with the wet waste. 

Caffè Vergnano pods are just waiting to be discovered: an increasingly broad range of 

prestigious blends, for a creamy coffee, like that made in the coffee shops, and a new, easy- 

to-open pack to open and reseal, practical to keep and with lots of useful information on the 

product. 

The 2 x 250 g and 4 x 250 g packs of coffee also have external packaging made 

entirely of disposable aluminium-free plastic material, while work is underway to 

eliminate and replace this component from the interior wrappings too. 

This decision by Caffè Vergnano will save about 15,000 kg of aluminium over a year. 



All the production processes have been adapted to comply with the environmental 

commitment pursued consistently and constantly by Caffè Vergnano. Continuous 

improvement strategies have been implemented to achieve maximum competitiveness, end 

quality and operating flexibility, with complete respect for the environment. Caffè Vergnano 

has attained ISO 14001 certification and adopted the procedures to comply with the national 

and international standards on environmental matters. From the purification of the water used 

in the production processes to the reduction of waste and emissions of CO2, and the 

optimisation of energy resources and specific waste management. 

Caffè Vergnano “1882 MADE IN EATALY” 

Caffè Vergnano has developed “1882 Made in Eataly”, a range of products dedicated 

exclusively to the Eataly points in Italy and the world 

The year in which the company was established, 1882, is used in the name of the product 

range created exclusively for Eataly with the most prized variety of coffee, Arabica. 

In the whole world, the “1882 Made in Eataly” range represents a distinctive sign of 

continuity with tradition and attention to the highest quality, and comprises: 250g Tin of 

100% Arabica, 250g Tin of Decaffeinated 100% Arabica, 125 g box of 100% Arabica 

Pods. 

This range of products also participates in the Caffè Vergnano project for the environment: 

constant research into materials, in observance of the international quality standards, to offer 

packaging with an increasingly low environmental impact. Caffè Vergnano 1882 Made in 

Eataly is on sale at Eataly in Bologna, Milan, Turin, Pinerolo, Genoa, Tokyo and New 

York. 

Coffee&News: a world of news 

Caffè Vergnano publishes a magazine dedicated to the world of coffee and beyond. 

Read it comfortably seated in a chair or at the coffee shop while enjoying a delicious cup of 

coffee. 

Coffe&News is the newsletter on coffee, which offers the company’s viewpoint with a passion 

that has lasted more than 4 generations.

caffè vergnano 130 years of history

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