This executive took the operation one month ago and his focus will be on increasing illy’s presence in Brazilian homes
Frederico Canepa, 52 years old, has an old relationship with illy, which dates back to 1991, when he started his partnership with the company as a consultant. He’s helped illycaffè to establish and start its green coffee purchase operations in Brazil, directly from producers, by personally managing the entire process until the year 2005. He was also responsible for the company’s coffee shipment operations to its headquarters in Italy.
“Everything started with the first edition of the Ernesto illy Sustainable Coffee Quality for Espresso Prize. We purchased 11 thousand bags, exclusively for that prize. After that, we extended it to other coffee varieties illy works with, and that business just kept growing,” Mr. Canepa remembers.
“illy is the only Italian company ranked in the list of the most ethical companies in the world”
Mr. Canepa has played an important role in the operations of illy’s chocolates brand, Domori. He devised their Latin American high-quality cocoa supply system in 2007. “I also have a great affection for the Domori brand, which has a complete synergy with illy,” he said.
His parents came from Genoa, in Italy, and settled in Santos, which, as he points out, helps understand the company’s essence. “On the other side, Brazil is not an easy country to do business. I think that union of different DNAs will be good for illy,” he explained.
Plans
During his term in office, Mr. Canepa will strive to increase illy brand’s share in Brazilian homes. “We’ll change the company’s lineup, by bringing new machines, including some of the cheapest ones, such as the Y3.2 model, with a technology that enables making expresso or filtered coffees. I believe Brazilians, overall, don’t like to have an espresso in the morning, after waking up. This machine will enable them to make those two kinds of coffees. You just have to select which pad you want to use,” he said. The idea is to make it available to consumers until December, at an estimated price below R$ 500.
Máquina de Café Expresso – illycaffè
Another novelty illy plans to launch in Brazil is instant coffee, in two packages: individual sticks and canned. Prices have not been defined yet by the businessman and his team.
Despite so many news, Mr. Canepa will not relinquish the work that has already been developed by illy in the Hotel, Restaurant and Cafeteria market, with brand Horeca. “That market is primordial for us, and we’ll continue to offer the best solutions. We also intend to intensify the actions before our main distributors in Rio, Sao Paulo and other state capitals, as well as our partnership with Amazon, at www.amazon.com, which is arriving in Brazil with a strong project,” he added.
Frederico Canepa
Damman Frère
Another Group company, Damman Frère, a very traditional tea company, originally from France (read the full article on Damman in the link), will obviously also receive their deserved full attention from Mr. Canepa. “Our teas are a success, and they don’t have any competitor in Brazil. We’ll work on other ways of consuming Damman’s teas, including in alcoholic beverages with gin and vodka. Palácio Tangará, for example, is already offering a menu of drinks exclusively made with Damman’s teas. In addition to, of course, our teas being served as a part of that hotel’s tea service,” he concluded. (read the full article on this subject here)
