Vienna, 25 Feb. (askanews) – Fairy tales have the power to transport us to magical places, where in this case tradition merges with dreams and innovation. We are in the Imperial Palace of Vienna, at the Ball of the Caffetterie: an event that celebrates the unique atmosphere of the historic Viennese coffee shops, an intangible cultural heritage of UNESCO.
On the notes of Strauss we dance in honor of the places where artists and thinkers sought inspiration by sipping a cup of coffee. And here we find Christina Meinl, a fifth generation of a family business that has 162 years of history. Just in front of a cup of coffee he had told us just before the importance of a legacy not only cheap but also cultural.
“Julius Meinl is a family business. Our inheritance in Vienna is where we come from, where we are and with which we grew up, with our quality coffees; It now also connects to the dance which is obviously a fairy tale of past times but still very current today, “says Christina Meinl, Vice President Group Strategies & Corporate Communication.
And as in every dance, there are many combinations.
“The combination of quality and ethics, together with innovation, is the most important thing. The quality in the cup is what we represent. Ethical supply and responsible for the products, always remaining in step with the tastes of people, remaining faithful to our values ”, explains Christina Meinl.
European traditions resist, but the world is changing.
“Personally I come from a trip to Honduras: I saw climate change having a real impact on farmers. A real sustainability in the world of coffee is essential, without giving up innovation and taking into account the needs of the consumer. But there is no alternative to sustainable coffee, “adds Christina Meinl.
Moreover, Julius Meinl has an asset and strategic production center in Italy: the Vicenza plant, for over 85% of the production. But Italy is also a key market for the global growth of the company. In short, like a waltz, where the Viennese identity is combined with Italian manufacturing excellence.
“Italy is a key market for the future growth of the Julius Meinl group. We want to double our total activity from 250 million to 500 million by the end of the decade, therefore by 2030. And some of the key markets for this growth are the United States, Germany and Italy. Where we feel quite at ease because we already have good roots in Italy, “says Marcel Loeffler, CEO and president of the Julius Meinl group.
On the notes of Strauss between sustainability, ethics and commitment, Julius Meinl is among the first 10 players in the sector Ho.re.ca. In Italy, VII per value and VIII by volume based on the data on competitiveness 2024 compared to 2023.
“I think we have a lot to offer to consumers from all over the world. Our ambition is to develop not only the company, but also culture, this part of the European culture of cafés, expanding it all over the world, with a focus certainly in the United States, but also in Asian markets. In Europe, Italy is one of our maximum priorities to expand the culture and competence of coffee: consumers are experiencing many new things, from innovations to the different ways of preparing coffee, up to the different aesthetics of coffee “, concludes Marcel Loeffler.
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