Aroma of legacy

With a legacy that runs across six generations and over a span of almost 150 years, it is one of the oldest working roasteries in Italy offering coffee of the highest quality. That’s what Caffè Barbera stands for and by following ancient family recipes reverently passed down from one generation to the next each cup of Barbera coffee attests to the history of one family’s unique love of coffee.

The magic of coffee that Caffè Barbera brews is exceptional and that why’s we got talking with the Enrico Barbera, Chief Executive Officer and a fifth-generation member of the Barbera family to understand more about the brand’s international expansion and growth plans.

Brewing magic

The history of Caffè Barbera began all the way back in 1870, when Domenico Barbera decided to settle in Southern Italy, and began producing coffee with a small handcrafted roasting machine.

“Our journey began with a modest street-side roaster in southern Italy. Despite the limited clientele, the aroma of our coffee earned our founder the nickname ‘the magician’. Hence, our logo features a magician, a nod to our humble beginnings. It’s fascinating how many Italian brands, such as Gucci and Ferrari, bear family names. Similarly, Barbera reflects our family heritage, symbolising our roots in the industry. Our dedication to quality is unwavering. We prioritise our reputation over profit, ensuring that every product maintains our high standards. It’s a matter of pride and integrity. In essence, our story mirrors the timeless allure of a magician’s box of wonders, rooted in tradition yet adaptable to changing times,” Erico explained.

Holding to the roots

The modern market thrives on innovation and every brand must reinvent their approaches to reign supreme and stand tall among the clutter.

Asked how they do it at Caffè Barbera, Erico shared, “Indeed, innovation is crucial in today’s market, but we’ve found that some traditions are worth preserving. While technology has evolved over the years, our roasting process remains largely unchanged since the days of my great-grandfather. We believe that roasting is akin to cooking – rushing the process sacrifices quality. Our roasters, now powered by electricity, still rely on the expertise of human judgment. There’s no computer dictating when the coffee is ready; it’s the discerning palate of our third-generation master roasters that decides. Even though technology aids in understanding coffee aromas better, our quality control relies on a panel of human tasters. And yes, we do have a secret blending recipe, known only to three individuals, passed down through generations. It’s a tradition that ensures consistency and upholds our reputation for excellence.”

Staying on-trend

While holding fast to the traditional roasting methods, the team also recognises the importance of embracing modernity. Today, customers can purchase Caffè Barbera products online, even using digital currencies like Bitcoin. Moreover, the coffee shops cater to diverse payment methods, reflecting the brand’s penchant to embrace technological advancements. However, at the heart of it all, coffee remains a timeless beverage intertwined with daily life and culture.

“We see a global shift towards coffee, even in countries traditionally known for tea consumption. Coffee’s rich history and versatility continue to captivate consumers worldwide, driving our commitment to quality and innovation in every cup. It’s not just a drink; it’s an experience worth sharing,” Erico added.

Differentiating with perfection

“Competition is fierce, especially with emerging players from Spain and potentially China. However, we believe in investing heavily in branding. Beyond just a product, consumers seek an experience and a story, particularly with coffee. It’s a beverage of choice, not necessity, and quality and history often drive that choice. While competition pushes us to excel, coffee remains a traditional product, impervious to technological advancements. Despite this, our global growth signifies a growing appreciation for quality over quantity in coffee consumption worldwide,” Erico mentioned.

With roots running deep in Italy and despite being one of the 150 roasters in Italy, Caffè Barbera has managed to thrive. Many of their competitors have been in business for over 50 years, some even surpassing the century mark like them. And this longevity has earned them recognition from the government as a historical brand, which speaks about their enduring legacy.

Today, Caffè Barbera’s core business is centred around roasting, and they currently serve over 6,000 clients globally. However, in certain markets, such as the Middle East, they’ve adopted a strategic approach to expansion. Recognising the importance of not competing with their clients, they have focused on developing their franchise business in the region. In just three months, they are set to establish 50 new locations, a testament to their commitment to growth and urge to cater to the evolving demands of consumers in the Middle East.