“Coffee is more than a product – it is part of a culture”
Interview with Pierluigi Tosato, Group CEO
With brands such as Segafredo, the Massimo Zanetti Beverage Group is among the most significant coffee companies worldwide. In conversation, Group CEO Pierluigi Tosato shares his views on the dynamics of the global coffee market, the challenges posed by climate change and speculation, and the importance of internationalization, corporate culture and digital transformation. It soon becomes clear that for him coffee is not just a business, but a cultural asset and a personal mission.
European Business: Mr. Tosato, since April 2024 you have been Group CEO of the Massimo Zanetti Beverage Group. What prompted you to take on this role?
Pierluigi Tasato: I have held many different positions during my career – from mineral water to canned food to olive oil. Coffee is, to me, the logical continuation of this journey. For almost 30 years I have led international companies, lived in five countries and learnt several languages. When Massimo Zanetti Beverage Group approached me, I saw the opportunity to lead a company steeped in Italian tradition into a new era. My aim is to unlock the full potential of this global brand.
European Business: What distinguishes the Massimo Zanetti Beverage Group?
Pierluigi Tasato: We generate annual revenues of around 1.2 billion EUR, operate 20 production sites worldwide and are present in over 100 countries. Our flagship is the Segafredo brand, which has its roots in Italy but today ranks among the best-known coffee brands globally. About 90% of our turnover is achieved abroad – proof of just how international we are.
European Business: Internationalization sounds like a major strength. How does it shape your business model?
Pierluigi Tasato: Coffee is popular everywhere, but the way it is consumed varies greatly. In Italy, espresso is the standard; in Germany, filter coffee prevails; while in Asia, coffee-to-go is increasingly widespread. That is why we rely on a ‘glocal’ model: we act locally, embedded in our markets, but with a global brand strategy. This gives us consistency in positioning while maintaining proximity to consumers.
European Business: What role does corporate culture play in this global approach?
Pierluigi Tasato: A very significant one. I have introduced a matrix organization that better integrates markets with central functions. At the same time, I rely on a mix of experienced professionals and new talent. For me, culture means living by certain values: flexibility, openness, and the readiness to view crises as opportunities. In that sense, we Italians perhaps have an advantage – we are used to coping with instability.
European Business: You have spoken of transforming the company. What does that involve?
Pierluigi Tasato: Partly the brand itself. Segafredo is an iconic name, but we want to infuse it with more emotion. Coffee is more than a product – it is part of a lifestyle. That is why we are working on refreshing the brand to appeal to younger consumers. At the same time, we are pushing ahead with digitalization. Direct contact with customers via e-commerce or digital platforms is crucial if we want to remain relevant in the future.
European Business: How do current market conditions – climate change, raw material prices, speculation – affect your business?
Pierluigi Tasato: In recent years we have experienced a ‘perfect storm’: the price of raw coffee rose at times by over 300%. The reasons lie in climatic changes in Brazil and Vietnam, but also in growing demand from emerging markets, where young people are increasingly replacing tea with coffee. Added to this is speculation on commodity exchanges, making the market extremely volatile. For us, this means ensuring stability along the entire value chain – for example through projects in producing countries that guarantee fairness and sustainability.
European Business: Sustainability is a key topic. How are you tackling it in practice?
Pierluigi Tasato: We want to work closely with farmers to ensure fair prices and long-term prospects. For me, sustainability is not only about ecological responsibility but also about social justice and economic stability. If farmers cannot make a living, the basis of our business collapses. At the same time, we invest in packaging and products that are more environmentally friendly, such as compostable coffee capsules.
European Business: You speak with palpable passion about your work. What drives you personally?
Pierluigi Tasato: In Japan I discovered the concept of Ikigai – the ‘reason for being’, the motivation to get up in the morning. For me, that is transforming companies and brands. I want to realign organizations and breathe fresh energy into them. If these brands are Italian, all the better. I see it as part of my mission to make Italian entrepreneurship a success on the global stage. We aim to grow profitably, reposition our brand globally and establish a culture of flexibility and innovation.