Cristina Scocchia (illycaffè): 'Behind every bean hours of research and selection'

"Explaining why we make every choice is today an act of transparency and responsibility towards consumers," says Cristina Scocchia, managing director of illycaffè, presenting "Why We Make It", the new international campaign that the Trieste-based company will launch on the occasion of International Coffee Day on 1 October. The campaign, made with commercials shot in the Trieste plant and immersive pop-ups in Milan and New York, stems from the desire to symbolically open the doors of the illycaffè world. "This spot is made only with Illycaffè employees and allows us to tell the various whys behind each cup," explains Scocchia. "We explain that we select only the best 1% of Arabica beans to guarantee superior and sustainable quality, we explain our quality controls that are 350 every day, we care about excellence".

The decision to focus on transparency is not accidental, but responds to an increasingly complex market context. Coffee is in fact experiencing a perfect storm: historically between 2015 and 2021 it cost between 100 and 130 cents per pound, 'now we are at 430 cents, four times the historical cost,' stresses the CEO. 'It is an epochal change, due to a mix of climate change, speculation, tariffs and the economic context.

A situation that imposes on companies to 'squeeze margins', but also to 'raise prices'. "And at a time when people see that coffee is increasing, it is only right that they know the value of this bean, because behind a cup of coffee there is a story of competence, of quality.

Illycaffè's response to this perfect storm is therefore the acceleration of investment. Which is articulated along three lines. First, investment in innovation: 'We have launched the X-Caps, which is our proprietary, closed system, with a sustainable recycled aluminium capsule. In September, Coffee B, a capsule-free capsule, i.e. compressed coffee balls that become 100% compostable after use, will also arrive'.

The second lever is communication, with very important investments, after the summer collaboration with chef Massimo Bottura. The third concerns strategic investments, i.e. growth not by organic line but by M&A. In July, illycaffè acquired the Swiss distributor, while in September it announced an 80% stake in Capitani, a company from Como specialising in coffee machines. The acquisition of Capitani also responds to a positioning strategy to have more affordable machines. The aim is to offer 'no longer just coffee, but the illy system'.