Magazine article Management Today

Decisions: Andrea Illy - Illy Coffee, CEO of the Family-Run Coffee Giant

Magazine article Management Today

Decisions: Andrea Illy - Illy Coffee, CEO of the Family-Run Coffee Giant

Article excerpt

MY BEST ...

It also means we are able to sacrifice one part of the business for the sake of long-term gain. For example, we decided early on to have only one product. That meant we grew more slowly, but we believed, to be the best, you can only have one core product. It's about consistent quality And, being a family business allows us to experiment more.

Another good decision was to expand the value proposition beyond taste There are more than 500 years behind coffee, and from plant to cup there is an incredible amount of knowledge, more so even than with wine. What's more, art and literature have a very strong link with coffee. Events like our exhibition at the London Galleria are the best expression of what we are.

It was also a good decision to create our own official sustainability standards. There is a lot of talk of Fairtrade, but while Fairtrade is a good first step, it is not sustainable. …

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