‘beans to cup’ illycaffe, eyeing elite espresso connoisseurs

illycaffe_logoItalian, coffee major “illycaffe” (euro 205 mn. in turnover) in a tie up with Fresh & Honest Cafe Ltd. is planning to invest around US$ 20 mn. to install 6,000 coffee vending machines in the next five years, as well as to provide the taste of quality espresso coffee blends to elite consumers in India reports Business India.

“We plan to target high-end homes for our Espresso coffee blends which will hit the market some time in 2007,” said Andrea Illy, chairman and CEO, “illycaffe.” “By associating with Fresh & Honest, we have cornered a major chunk of the five-star hotel business and now are looking at extending it to cafes and restaurants, apart from corporates,” he added. “After selling to and servicing 50 five-star hotels last year, we have now extended our reach to over 150 hotels in the country,” he further informed.

As a part of coffee blend sales strategy, “illycaffe” will educate the trade and the consumers on the coffee culture and establish “Illy” brands in major coffee consumption regions in the country.

Internationally, “illycaffe” offers “beans to cup” integration for single blend of 100% pure Arabica coffee, which are available in 40,000 plus restaurants and bars, serving over five million cups of illy espresso coffee a day, across the world. “illy’s” passion for product perfection means uncompromising attention from beans to cup, informs company literature.

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