VALET Program Helps Massimo Zanetti Beverage Share Coffee with the World

Massimo Zanetti Beverage (MZB) is the largest privately held, family owned coffee company in the world. Major brands include Chock Full ‘o Nuts coffee, Hills Bros Coffee, Hills Bros Cappuccinos, MJB coffee, and Chase & Sanborn. With coffee expertise that dates back to 1871, MZB provides a world-class coffee solution to all channels and segments of the industry. From the company’s fields to your cup – MZB is ALL about coffee.

In 2012, MZB reached out to a regional VEDP International Trade Manager for assistance with the customs and licensing documents needed to export its coffee products into China. VEDP-International Trade utilized its representative in China who was instrumental in helping MZB overcome cumbersome labeling and licensing issues across the company’s portfolio of brands. With VEDP’s help, MZB now has 27 different products licensed for import into China.

MZB Explores New International Markets 

After the initial assistance in China, it was determined that MZB would be a good fit for VEDP’s two-year Virginia Leaders in Export Trade (VALET) program, which assists companies in the Commonwealth that are committed to international exporting as a growth strategy. The VALET program offers export planning services and assistance from a team of experienced global service providers, including attorneys, web designers, bankers, translators, accountants, and freight forwarders who contribute essential expertise to assist companies in executing export plans.  

MZB joined in July 2012, and preliminary research provided by the VALET team determined which target markets MZB should pursue. The results showed that coffee consumption in the Czech Republic, Poland, and South Korea was growing significantly from year to year, making these markets particularly attractive opportunities for the company. In addition, MZB’s major competitors, which include Starbucks, Dunkin Donuts, and Maxwell House, had already or were planning to enter these markets in a big way, demonstrating that they too saw upside potential in the countries. 

MZB knew that international travel was key to a successful expansion, and had the opportunity to participate in VEDP global trade missions to its target markets. According to the company, VEDP’s network of in-country consultants proved to be ‘invaluable in breaking down the barriers to entry, as well as skillfully putting together impactful trade missions there that have resulted in incremental sales for us.’ Since participating in the VALET program, MZB has established three new international distributor partners who are actively placing orders for their products.