The Perfect Cup of Coffee
Interview with Ingo Swoboda, Managing Director of Julius Meinl Deutschland GmbH
Drinking coffee is a tradition in Germany. In recent years, new international coffee brands have revitalized the market. Julius Meinl Deutschland GmbH in Ratingen, a subsidiary of the traditional Austrian coffee specialist Julius Meinl, successfully faces the competition with a combination of tradition and high-quality contemporary products.
Wirtschaftsforum: Mr. Swoboda, Julius Meinl has significantly expanded its product range over the years. Is coffee still the main product?
Ingo Swoboda: Coffee and tea are by far the most important in our assortment, with coffee being our core product. In addition, we offer jams, sweet pastries, and also cocoa. Of course, our coffee is available in various forms, such as beans, capsules, or ground coffee. For businesses, we offer not only tailor-made product assortments but also equipment related to coffee and tea, high-quality porcelain, a wide selection of coffee machines, from traditional espresso machines to fully automatic machines, coffee grinders, and capsule machines, as well as all the associated utensils and barista tools.
Wirtschaftsforum: What trends are currently emerging in the market?
Ingo Swoboda: Organic, fair trade, and sustainability are the dominant themes. With our new range, we are setting standards in the market. We offer a complete range of organic and simultaneously fair trade certified products to the HORECA market. The 'Vienna Line' was specifically developed for the retail market and its needs. Very new this year, we also have an organic fair trade blend variety for enjoying at home. Moreover, we are one of the first providers of home-compostable coffee capsules, i.e., capsules that end consumers can compost at home themselves. Companies from abroad have also introduced new coffee trends such as Flat Whites or customized beverages in Germany. We are closely monitoring the U.S. market, as it is often the birthplace of new trends. Currently, Cold Brew is already a big topic there. That's why we developed a special device with an American partner that allows coffee to be cold-brewed. This basis can also be used to create long drinks and cocktail variations. Particularly young people are very receptive to this.
Wirtschaftsforum: How does Julius Meinl respond to the increasing demand for sustainability with product innovations?
Ingo Swoboda: As a family business, now run by Christina and Thomas Meinl in the fifth generation, sustainability has always played a major role for us, being a part of our DNA. Even before sustainability became a buzzword, we launched the Julius Meinl ‘Generations Program’, which focuses on building lasting relationships with coffee farmers and local communities in the countries of origin. We support local businesses in building their operations sustainably and in passing their knowledge on to subsequent generations. Regarding our products, for instance, we respond with our previously described organic Fairtrade certified HoReCa blends, the 100% home-compostable capsules, and the Vienna Line, which has also been certified organic Fairtrade since this year.
Wirtschaftsforum: The coffee market in Germany is highly competitive, contested by traditional German brands as well as international providers. What sets Julius Meinl apart in this competition?
Ingo Swoboda: We are a premium brand. We remain true to this strategy, even though the major players in the German coffee market perpetually have offers in retail. Julius Meinl represents tradition and expertise in coffee. We have a feel for the product. Last but not least, we are literally close to our customers through our regional strategy and find out in constant dialogue what moves them and where the shoe pinches. Moreover, our company has always moved with the times. We have always maintained our values and traditions, but were also open to new ideas. This strategy has made us resilient. Thus, we have survived two world wars and various crises.
Wirtschaftsforum: What goals have you set for Julius Meinl Germany in the near future?
Ingo Swoboda: Since the beginning of the year 2024, we have expanded our retail network in Germany from 300 selling points to 1,000. We also aim to further strengthen our presence in the coming period. However, it is especially important to us to maintain our high quality level. Here we will make no compromises. We are currently also growing very well in the gastronomic sector in Germany. Overall, our network here already includes around 1,200 customers. In addition, we have developed many international concepts lately, which we want to implement next year, for example our Barista Challenge with a final in Vienna.
Wirtschaftsforum: Where do you see Julius Meinl in Germany in the long term?
Ingo Swoboda: We want to conquer the German grocery retail market, starting from the South and moving to the North. We will gradually build up the various regions. Also in the HORECA market, which is dominated by some big names, we want to become more relevant. When a restaurateur needs a coffee partner for high-quality coffee, they should think of us.