Coffee adventure

Coffee adventure
Magazine: March 2008

It must be said, the Vergnano company is a true dynasty. If aristocratic labels existed they would be the princes aspiring to the throne. Caffé Vergnano started out at the end of ‘800 in a grocery shop in Chieri, in the Turin area, where today the Vergnano factory stands. One glance at the entrance lobby says it all. A motorcycle dated from ‘900 sits in front of the reception. The message is clear: tradition, origins, and quality in prime position. Nowadays, presented with a younger approach, just like the four people who run the company. The marketing manager, Francesca Vergnano, is not much older than 30. «My great-grandfather - says Francesca - had the good sense to introduce coffee into the family concern. He would buy it raw, toast it and sell it loose. But it was with my grandfather Enrico that this activity became the main family concern. It was his idea to own a plantation in Kenya». The turnaround took place in the ‘70’s with Franco and Carlo Vergnano. «They were difficult times», explains Francesca. «The roasters were originally over 3,000, now there are only about 750. Of those, about 15-20 reached large scale distribution, out of those we are the sixth ».

Challenges and successes

Vergnano hasconserved one originalshop in Alba where stilltoday they toastand sell loose blends.At Santena, a largeenterprise has been setup and has commencedthe conquestof foreign countries.The establishment hasquickly expanded.Francesca sawit spring to life and wasfascinated by thecandour that coffeeoffers. «It is a beveragethat boasts its owndistinct convivial aspectof socialising. Plus,it has an exotic andhistorical significance.It arrives from far awayand it goes a longway». On the subjectof globalisationit is impossiblenot to mentioncommunicationstrategies. TheVergnano campaignwas a winner; it backedthe quality of theproduct with classyand simple packaging.The Miscela 1882Espresso is the starof many Coffee bars,the first Italian coffeechain. There are already25, and they predict anincrease to 40 beforethe end of the year.Then there is the jewelin the crown: theVergnano Academyinaugurated in 2005,is a location that offersperfection techniquesto Italian barmen,guaranteeingthe highest qualityfor the discerningclientele.