Caffè Vergnano has signed an agreement with Coca-Cola for the exclusive distribution of its products abroad. The agreement also provides for the sale of 30% of the Turin company to the beverage giant, but governance will remain in the hands of the family that has led it for 135 years. With this partnership, Caffè Vergnano intends “to strengthen the brand’s presence outside Italy – the coffee company explains in a note – by positioning the brand and its products in the premium segment within the Coca-Cola offer”.
“The signing of this agreement with Coca-Cola represents an important moment for the evolution of Caffè Vergnano: it is the confirmation of how a family business managed in a coherent and conscious way can achieve great goals without losing its nature and values”, commented Franco and Carlo Vergnano, respectively CEO and president of Caffè Vergnano.
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“It is in this perspective of continuity that we want to look to the future of our company and of all the partners and collaborators who have traveled this path with us over the years”.
The goal: to take the brand out of the domestic market
“We are very pleased to welcome Coca-Cola as our new strategic partner to help develop new growth opportunities and support our brand’s journey outside our domestic market – add Carolina Vergnano, Enrico Vergnano and Pietro Vergnano, fourth generation of family engaged in the board of directors of the company – Our expertise brings with it values that belong to a tradition that is rooted and rich in history; coffee is not just a product but a social ritual that crosses countries and continents. Combining the experience, the know-how of Coca-Cola with the quality of our blends and the deep knowledge of the sector, we are confident that this will prove to be an enlightened partnership to export the values and culture of authentic Italian espresso to the world ” .
Coca-Cola: “Respectful of 140 years of history”
“We are grateful for the trust placed in us by the Vergnano family and we are enthusiastic about the opportunities that await us with this fantastic brand”. Zoran Bogdanovic, CEO of Coca-Cola HBC, comments on the partnership with the Piedmontese company, whose products he will bring abroad. «With Caffè Vergnano we have the opportunity to build a complete coffee portfolio capable of satisfying the different preferences of consumers – he adds -. We remain respectful of the company’s 140-year history and the dedication and passion of the four generations who have created such a rich and renowned coffee brand, synonymous with the authentic Italian coffee experience. Our investment in Caffè Vergnano is aligned with The Coca-Cola Company since we have worked together on this opportunity ».