caffè vergnano 130 years of history

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