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mitment to delivering authentic Italian coffee flavour in
every cup.” We can feel the appeal of Barsetto, not only
from its more than 100 years of professional experience,
but also its strong global supply system, which has a strict
inspection and testing system for raw beans and has imple-
mented the FTO (Fair Trade-Organic) cooperation pro-
gram for the benefit of coffee farmers. Every detail in the
chain is meticulously overseen, from the supply of raw
materials to logistics and delivery.

Barsetto Asia-Pacific

business aims to create an

urban coffee ecosystem.

Building on inheritance, continuing the
innovation

In shaping the urban coffee ecosystem, Barsetto is
striving to achieve a very ambitious goal: to get Italian
A global vision, a strategy of urbanization coffee to where it is wanted. It is easy to see that Barsetto
is happy to explore and shape the future of Italian coffee
development with an innovative model. Focusing on a
As an integrated supplier of Italian coffee, Barsetto strategy of differentiation and personalized products,
specializes in manufacturing and selling coffee machines, Barsetto will continue to inject new vitality into tra-
coffee beans and coffee accessories. “Currently Europe, ditional Italian coffee culture in the hope of attracting
China, Southeast Asia, North America are the key areas of more young people. Last year the company launched
our business, while we are actively moving into emerging the Tripresso portable capsule coffee machine, and this
markets.” Michael Kowk said in an interview that Bar- year they are expanding the range of accessories, which
setto will implement a global strategy of urban differen- includes the portable Tripresso PACK and accompanying
tiation based on the characteristics of different cities. insulated cup. This range of accessories makes taking
Localization of the business will begin based on local Barsetto Italian coffee with you out the door even more
conditions and the company will strive to become a easy and convenient.
global brand by working with the local communities on
sustainable development.
Unlike the main individual coffee consumption mar-
kets of Europe and America, which are already mature and
where coffee drinking is ubiquitous, Asian people’s enthu-
siasm for coffee drinking and the pace of growth in demand
has presented Barsetto with a different opportunity. In
2012, Barsetto entered the Asia Pacific region for the first
time, with OCS & HoReCa commercial coffee serving as
the focus of development in the region. Greater China
Brand Manager Jacky Chen said: “The vision of the Bar-
setto Asia-Pacific business is to create an urban coffee
ecosystem. We hope that in the next 3-5 years, Italian
coffee will penetrate into Asia’s first and second-tier cities,
covering the whole industry, all channels, and even the
whole lives of people living there, so that more people who
pursue taste and fashion can conveniently enjoy authentic
Italian coffee.”

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