Exclusive interview with Alberto Lusini, marketing director Massimo Zanetti Beverage Group.

It is called Segafredo Storia and is the latest addition to Massimo Zanetti Beverage Group, available on the market from April in 11 markets including Italy. Segafredo Storia is a 100% Arabica mono-origin coffee, totally transparent and traceable. In the sense that, thanks to blockchain technology, the new packaging is able to reveal to the consumer the story behind each cup. By framing the QR Code on the package, in fact, the consumer will be able to know the entire history of the product, mapping the path of the coffee from the place of cultivation to the cup, thanks to a platform designed to provide absolute traceability of all the steps.

"The passion, commitment, professionalism and seriousness we employ every day have always been hidden behind the preparation of each coffee in order to guarantee a unique experience and to offer quality coffee, produced with respect for people, communities and territories - explains Massimo Zanetti, president and CEO of Massimo Zanetti Beverage Group - Thanks to the implementation of systems capable of monitoring every phase of the value chain, we ensure full traceability and transparency. And today, thanks to the Farmer Connect platform, which uses IBM Blockchain technology, we are able to further refine control over the supply chain and contribute to the development of increasingly sustainable products. Our international presence makes us aware of the potential influence we can generate in promoting the culture of sustainability along the entire value chain: this is why we intend to do our best to reduce our environmental impact and promote sustainable development. Segafredo History - adds Zanetti - is not just a new series of products, but represents a symbol of the group's values. We have always believed that the integration of the supply chain, from the plant to the cup, can guarantee not only excellent quality, but also ethics and attention to the environment".

Segafredo Storia saw the involvement of 51 farmers from the areas of Lempira and Intibuca in Honduras. The group's collaboration with local farmers is based on development and long-term cooperation in support of quality, productivity and sustainability, with the certification of the Rainforest Alliance and Organic programs: precisely in Honduras, the group has been promoting for many years social initiatives to support the well-being and education of children.

Premium coffee certified Organic and Rainforest Alliance, Segafredo Storia will be available in espresso and filter versions, in beans and ground, both for the catering world and for retail distribution. Massimo Zanetti Beverage Group is among the world leaders in the production, processing and distribution of roasted coffee in about 110 countries: the group manages the various activities, from procurement to consumption, operating with 20 plants active in Europe, Asia and the Americas and through an international network of around 400 coffee shops in 50 countries. Furthermore, Massimo Zanetti Beverage Group produces and sells La San Marco professional coffee machines and completes its range of products with tea, cocoa, chocolate and spices of the highest quality. The details of the initiative are described in Efanews' interview with the marketing director of Massimo Zanetti beverage group, Alberto Lusini.

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