| Italy

Segafredo to enter European vending market via Selecta Group partnership

The Italian coffee brand, owned by Massimo Zanetti Beverage Group, joins Nescafé, Zoégas, We Proudly Serve Starbucks, Lavazza, Pelican Rouge and Miofino in Selecta Group’s coffee line-up

The partnership is key to growing Segafredo in the on-the-go and vending segments | Photo credit: MZB Group


Massimo Zanetti Beverage (MZB) Group has announced an agreement with Selecta Group to expand its Segafredo coffee brand across key European markets. 

The Italian holding company said the partnership is key to growing Segafredo in the on-the-go and vending segments and forms part of a larger strategy to build brand presence and awareness in the travel retail sector. 

“We believe that this preferred partnership will consolidate our leadership in the food service professional business in the main European markets and enable us to grow the Segafredo brand in the vending channel. Furthermore, the partnership with Selecta increases our ability to offer support to our European customers in large organisations,” said Alberto Lusini, CEO of Massimo Zanetti Beverage USA. 

Cham-based Selecta Group’s coffee and vending business currently comprises 365,000 machines across 16 European markets. 

Its self-serve coffee offer includes Nescafé, Zoégas, We Proudly Serve Starbucks, Lavazza and its own brands, Pelican Rouge and Miofino. 

“We are delighted to welcome Segafredo as a new addition to our portfolio of companies in the coffee sector. This exciting and preferred partnership allows us to further satisfy the diverse tastes of our clients and consumers in the private and public sector,” said Jens van Beusekom, Chief Procurement Officer, Selecta Group. 

Selecta Group achieved 3% sales growth to reach €307.2m ($338.5m) in its second quarter, with a 21% increase in EBITDA to €55.6m ($61m).   

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