The new history
In the recent past, the Company faced a very difficult period where, to an uncertain strategic planning lasting for a medium-long time, added a disputed and complex intergenerational transfer. Such problems didn’t allow to continue the previous route towards excellence and the sense of responsibility that had always characterized the company. For this reason, Caffé Mauro met Mr. Fabrizio Capua, a serious and skilled entrepreneur, whose professional path was bound to the leadership of the family company specialized in food & beverage and one of the biggest Italian companies in that field.
In June 2008, the Independent Investments, an investments holding company founded by Fabrizio Capua, took over Mauro Demetrio SpA.
Fabrizio Capua became the Managing Director and took into the company a team of professionally skilled managers to ensure the management and development in accordance with the planned project: a sustainable industrial plan, characterized not only by a consistent and practicable strategic and economic planning, but also and above all by the “common sense” and the “policy of doing”. The objective of the new management, today, is strengthening the presence of the company in the Italian market and widening still further its distribution in the foreign markets, counting on the undiscussed quality of the product and on the experience consolidated by more than 65 years of activity. Already present in more than 35 Countries of the world, Caffé Mauro is facing a new challenge: strengthening its presence in the foreign markets, enlarging the international market share. Caffé Mauro, maintaining unchanged all the values that belong to its history, is a company projected towards the future, led by entrepreneurs and managers joint by an important objective: taking the excellence of espresso coffee to the consumers all around the world.
Caffé Mauro’s brand has developed itself over and over again and has been able to maintain its brand awareness with time, keeping up with the changes in the advertising language. In 2008, after an expansion strategy aimed at a further enhancement of the brand, the company developed a new communication plan, which included the brand restyling, with an original and elegant reddish purple, and the creation of a new packaging for all the lines of product. The new communication campaign, marked by the claim: “Caffè Mauro a tostatura lenta. Se aspetti, c'è più gusto” (“Caffé Mauro, slow roasted. If you wait, it's more tasteful”), expresses the aptitude, typical of Caffé Mauro’s traditions, to follow the pace of nature, for the sake of a better quality of life and coffee.
Combining tradition and innovation, the distinctive values of the company have been reinterpreted in a modern version in order to convey, once again, the undisputed quality of a brand become symbol of excellence and Italian style in the world. Another stage to communicate the new strategy is the review of the names of the different lines of product and of the packaging, with a more modern graphic look and a lot of room dedicated to informative notes, which clearly explain the features of the blend and the values of the slow roasting.
Caffè Mauro’s exportation and diffusion in the world started at the beginning of the '60s. Today Caffé Mauro, operating in more than 35 Countries, is a company full integrated in the international markets, with a structure operating in all the distribution channels, from the alimentary one to bars and restaurants. The company develops a special range of products for the foreign market, with readability codes, specific packaging and advertisements based on the different market realities. But that’s not all. thanks to its qualities, the company can spread the “culture of espresso coffee”, a typical Italian tradition, and convey the Made in Italy in the world.