THE WORLD ECONOMIC FORUM THIS
WEEK.
DO YOU HAVE YOUR CUP OF OF
COFFEE THIS WEEK.
FAMILY BUSINESS, CONTINUING
WITHIN THE FAMILY, JOINING ME
RIGHT NOW IN A FIRST ON FORKS
INTERVIEW, IS ANDREA   ILLIE.
WE LOVE YOUR COFFEE.
IT'S DELICIOUS.
TELL US HOW THE MARKET LOOKS AND
THE BUSINESS IN TERMS OF COFFEE.
ARE YOU SEEING STRONG DEMAND OR
ARE YOU FEELING THE EFFECTS OF
WHAT WE'RE HEARING TO BE A
GLOBAL SLOWDOWN.
>> THE DEMAND IS CONSTANT.
IT WILL NOT BE IMPACTED BY THE
ECONOMY SLOWDOWN.
STILL GROWING.
2%, SOMETHING LIKE THAT.
IT'S GOOD BUT NOT GOOD ENOUGH
BECAUSE WE ARE IN THE GROWING
SIDE IN OVER-SUPPLY.
SO WE WOULD NEED TO BOOST THE
COFFEE CONSUMPTION IN ORDER TO
MAKE UP THE DIFFERENCE.
THE INDUSTRY'S STILL DYNAMIC
WITH A LOT OF TECHNOLOGICAL
INNOVATION AND CONSOLIDATION.
THERE HAVE BEEN NEARLY
50 BILLION U.S. DOLLARS IN THE
LAST FIVE YEARS TO CONSOLIDATE
LET'S SAY THE TOP POSITION IN
THE MARKET AND THIS IS BECOMING
-- I THINK IT'S COMING TO AN
END, BECAUSE THE LAST MOVE HAS
BEEN COCA-COLA ENTERING THE
MARKET, STARBUCKS HAS BEEN
PARTIALLY ACQUIRED BY NESTLE AND
SO ON AND WE'LL SEE WHERE WE GO.
MARIA:  WE WERE TALKING WITH THE
NEW CEO OF COCA-COLA.
>> YES, JAMES QUINCEY.
MARIA:  HE SAID HE WAS EXCITED
TO BE ENTERING THE COFFEE
MARKET, SAID IT'S A BIG
OPPORTUNITY.
YOU'RE KNOWN ON FIVE CONTINENTS,
OBVIOUSLY AND ARE EXPORTING
ACROSS THE WORLD.
HAVE THE TARIFFS BEEN A BIG I'M
A PACT FOR YOU?
>> NO.
ZERO.
MARIA:  WHY?
>> IT DIDN'T IMPACT OUR CATEGORY
AND SO FAR, SO GOOD, I WOULD
SAY.
AND IT DIDN'T IMPACT
CONSUMPTION.
I WOULD SAY IF WE SHOULD BE
AFRAID IN THE MAYBE MEDIUM, LONG
TERM OF THIS NEW DEGLOBALIZATION
OR NEW GLOBALIZATION IS IF
CONSUMERS STARTED TO LOOK MORE
INTO THEIR LET'S SAY NATIONAL
PRODUCTS RATHER THAN IMPORTED
ONES.
BUT THIS I DON'T THINK IS
SOMETHING IT WOULD IMPACT LET'S
SAY THE GLOBAL CONSUMER WHICH
ARE INTERNATIONAL TRAVELERS AND
LUXURY, ALL THESE WILL PROBABLY
BE NOT IMPACTED.
MARIA:  AND YOUR BUSINESS GOES
BEYOND JUST THE HIGH QUALITY
COFFEE, INTO PREPARATION
MACHINES, DESIGNER CUPS,
ACCESSORIES.
HOW ARE THOSE BUSINESSES GOING?
>> THIS IS ALSO A BUSINESS WHICH
IS CONSOLIDATING.
NOW THERE IS A NEW BIG MARKET OF
COMPATIBLE CAPSULES, THE
REGIONAL SYSTEM WAS THE NESTLE
ONES.
THERE ARE HUNDREDS OF THESE
SYSTEMS.
WE DECIDED TO ENTER ONLY LAST
BECAUSE WE REALLY NEEDED TO FIND
THE PERFECT SOLUTION FOR THE
QUALITY POINT OF VIEW AND WE
FOUND IT WITH JAB, THE BIG
GROUP.
THEY HAD COMPATIBLE CAPSULES,
SUPER PREMIUM QUALITY WHICH IS
CALLED LORE IN FRANCE AND WE
WILL LICENSE THEM, THE RIGHT TO
PRODUCE, MANUFACTURE AND
DISTRIBUTE COMPATIBLE CUPS WITH
THE BRAND.
MARIA:  ANYBODY WHO DRINKS
COFFEE KNOWS WHEN HAVE YOU THAT
DELICIOUS HIGH QUALITY COFFEE,
THERE'S NOTHING BETTER.
WHAT SETS ILIY APART FROM OTHER
COFFEE BRANDS?
>> FIRST, WE HAVE IN OUR
STRATEGY TO BE THE QUALITY
LEADER GLOBALLY.
THIS IS WHAT WE WANT.
WE ARE SO SERIOUS ABOUT THAT WE
DECIDED TO LIMIT OUR OFFER TO
ONLY ONE, BECAUSE IF IT IS THE
BEST, IT CAN BE ONLY ONE.
SO THE SINGLE BLEND IS DIFFERENT
IN A WAY THAT IS THE SAME TASTE
ACROSS AS MANY POSSIBLE
CONSUMPTION OCCASIONS, BE IT
BREAKFAST, HOME, HOSPITALITY,
TRAVEL.
WE ARE REALLY WIDESPREAD IN
TERMS OF CONSUMER TOUCH POINTS.
WITH THAT, WE ARE THE MOST
GLOBAL COFFEE BRAND WITH A
PRESENCE IN OVER 145 COUNTRIES.
WE ARE QUALITY LEADER AND
INNOVATION LEADER, A COMPANY
WITH THE HIGHEST AMOUNT OF
INNOVATION PATENTS AND ALSO WE
HAVE BEEN RECOGNIZED AS TO BE
THE MOST SUSTAINABLE COFFEE
BUSINESS.
THIS IS WHAT WE DO, QUALITY.
MARIA:  CONGRATULATIONS.
