Magazine article Management Today

Family Coffee Baron Massimo Zanetti Is Looking East for the Next Big Espresso Market

Magazine article Management Today

Family Coffee Baron Massimo Zanetti Is Looking East for the Next Big Espresso Market

Article excerpt

Cafe culture is quintessentially Italian and the country's north-east is a coffee powerhouse and home to Illy, Lavazza and Segafredo. Italy's re-exports of beans, usually roasted, have more than doubled in the last decade. Eyebrows were raised recently by Starbucks, which announced it will open its first shop in Milan next year.

Massimo Zanetti from Treviso is one of the country's leading coffee barons and has been downing espresso since the age of five. He fell out with his father over strategy for the family firm and went his own way in the early 70s. His empire is unusual in that it is vertically integrated, from plantations all the way to the steaming espresso machine. The Group owns cafes all over the world including the Puccino's chain familiar to UK rail travellers. Although he now has a non-family Swiss CEO, Zanetti's children have followed him into the business - 'I didn't insist on it. …

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