Q: How do you assess the competitive landscape in the Romanian coffee industry? Given the global coffee market volatility, how are you preparing for potential disruptions? Can we talk about the geopolitics of the coffee market? Why or why not?
Mr. Marius Melesteu: We’re in the most dynamic period the coffee industry has ever seen—a time when both industry players and consumers are truly in the driver seat. On one side, fierce competition is fueling bold innovation and challenging traditional boundaries, making way for exciting possibilities. On the other, consumers are seeking richer experiences and a deeper understanding of coffee, pushing for more creativity in every cup. This beautiful category is being reimagined, and together, we’re shaping its future.
Q: Given the global coffee market volatility, how are you preparing for potential disruptions?
Mr. Marius Melesteu: The coffee supply chain crisis that started in 2022 is continuing to affect the market but for such loved category you can only put on the optimist’s hat. It is not the first and it won’t be the last. In the near future we’ll see a readjustment of the way clients, partners and consumers are looking towards coffee and at the end of the day we’ll see more value in the cup.
Q: Can we talk about the geopolitics of the coffee market? Why or why not?
Mr. Marius Melesteu: The geopolitics of the coffee market is complex and shaped by a web of economic, environmental and political factors that impact both producing and consuming countries.
The coffee market is thus in a delicate balance between production challenges, environmental concerns, political stability and the economic influence of both producing and consuming nations. The dynamics are constantly shifting as global attention focuses more on sustainable and ethical sourcing practices.
Q: What do statistics say about Romanians? Can you spot a trend or some shifts in the way Romanians are moving toward enjoying coffee compared to what is happening worldwide?
Mr. Marius Melesteu: We are lucky to live in a country like Romania where the consumers are tapping early into innovation and are eagerly trying new things.
In our 2024 Last Day Consumption Study the numbers are very clear: there are more moments of coffee every day, more espresso type and more consumption out of home.
500k more households are acquiring a new espresso machine at home each year and, as a consequence, beans and capsule consumption is increasing double digit.
Replicating the HoReCa experience at home is a clear trend that is driven not only by the coffee players, but by machines producers and electro retailers too.
Q: How is your company responding to the increasing trend of personalized products and services?
Mr. Marius Melesteu: Personalization is a trend to stay in this industry. Especially in the HoReCa business, clients tend to develop their own blends and brands and with intention to differentiate in the ocean of competition. They need professional partners because they need quality and consistency and Strauss has always had capabilities to fulfil their needs. We have a lot of big AFH partners that are collaborating with us and we feel that we’ve grown together not only in business, but in expertise also.
Q: What are the key factors driving customer loyalty in the coffee market in Romania, and how do you engage with customers to build brand loyalty?
Mr. Marius Melesteu: We are fortunate to have a factory located in Bucharest so we can produce fresh coffee close to the consumption moment. Two factors are definitely more important than others: quality of the product and service.
In our industry, being closer to the selling/consumption moment is an advantage. Fresh coffee means versatile range, faster delivery, rapid service and in the end a better experience for consumers.
Understanding their business, manifesting an empathic approach when they need support, helping them in time of turbulence, is the only way of building loyalty with your customers. At the end of the day our job is to convince them to say: we love to work with Strauss.
Q: What partnerships or collaborations (with retailers, cafes, or other industries) have been key to your success, and how do you see these evolving in the future?
Mr. Marius Melesteu: All our partners are definitory for Strauss success and I can assure you that is a double sense highway. Our partnerships with retailers, cafes and other partners have been vital in expanding our reach and delivering fresh coffee experiences directly to consumers. Cooperation with major retailers has helped us make our products widely accessible, while partnerships with Away from Home clients has allowed us to showcase the unique qualities of our brands in a setting that highlights craftsmanship and quality. Working with technology and sustainability-focused partners has also enabled us to innovate in production, packaging, machines and accessories, meeting consumer demands for both quality and environmental responsibility.
Looking forward, we envision these partnerships evolving into deeper collaborations focused on personalization, digital engagement, and sustainability.
By leveraging digital tools, we can create more tailored collaboration and we can engage clients in meaningful ways.
Q: How would you describe a long-term sustainable future for your business model in the context of the new rules regarding corporate sustainability (we know that Strauss has a much longer experience regarding ESG issues)? What is sustainable for the coffee market?
Mr. Marius Melesteu: I see a world of partnerships for good where every player from the coffee industry will aim for a smaller impact in the society. Sustainability will be a cornerstone of future partnerships, as we work with others in the industry to minimize our environmental impact, from sourcing to packaging. Through these evolving partnerships, we aim to bring even more value and memorable experiences to our consumers, continuously innovating to meet the needs of a changing world.
As concrete actions started long ago, we reduce the plastic content in our packaging with more than 25% and we are at the fourth stage of the solar panel development.
By converting organic waste into renewable energy and harnessing steam generated in our production process, we’re reducing our environmental footprint while creating a more energy-efficient operation. This approach not only helps us cut down on waste but also keeps our facilities running sustainably, as we use every resource responsibly to fuel our commitment to the environment.
Q: What leadership challenges have you faced in scaling the company, and how do you ensure that your vision and values are aligned with the day-to-day operations?
Mr. Marius Melesteu: As a company we have a purpose that reflects our passion for food. Nourishing a better tomorrow (our Purpose), embodies our commitment – to think long-term and to leave our legacy for generations to come by creating a better future for both people and the planet.
One of the primary leadership challenges we’ve faced in scaling the company has been maintaining alive the purpose as we grow.
As we expand, it’s crucial to ensure that every team, from production to marketing, aligns with our commitment to quality, sustainability, and customer-centricity.
By fostering a culture of accountability and purpose, we ensure that our growth doesn’t dilute our values but rather strengthens them in every aspect of our day-to-day operations.
Q: How did you foster a culture of innovation and continuous improvement within your company?
Mr. Marius Melesteu: At Strauss Coffee, fostering a culture of innovation and continuous improvement has been essential to maintaining our leadership position in the coffee industry. We’ve approached this by integrating innovation into every aspect of our operations, from product development to sales, service and supply chain management. Empowering employees along with continuous investment in R&D create a culture of challenge the norms in term of production, brands, way of reaching consumers and methods of consumptions. All with one role: to improve the coffee experience.
We also closely monitor consumer trends and preferences, ensuring that our innovations meet the evolving needs of the market. Listening to customer feedback allows us to stay ahead of the curve in terms of flavor profiles, ethical sourcing, and convenience in product delivery. This customer-first mentality drives continuous improvement.
Innovation at Strauss Coffee is also deeply tied to sustainability. We’ve invested in sustainable farming practices, waste reduction, and renewable energy sources. For example, we’ve worked on reducing our environmental impact by converting coffee waste into energy and optimizing the use of production steam for heating. These sustainability-driven innovations not only improve our bottom line but also align with our purpose: Nourishing a better tomorrow.
Q: What aspects of Strauss Romania’s contribution to the Romanian economy give you confidence in its current impact? Looking ahead, what milestones or achievements would further strengthen your sense of success?
Mr. Marius Melesteu: We are celebrating 30 years of production in Romania and our impact within the hearts of consumers should be defined by the way they are talking about us.
Since we are the first producer of packed coffee in Romania after the revolution, we are obliged to permanently challenge the norms: flavored coffee, fresh coffee, first coffee e-comm business, first AFH division, re-inventing Amigo brand, Beanz and Beans Republic.
We changed the life of many people, employees and collaborators, clients and consumers.
We, like our Amigo Brand is saying, ENERGIZE ROMANIA, DAY AND NIGHT.
Q: These were all our questions. Is there anything else you want to add?
Mr. Marius Melesteu: As we look to the future, I am filled with optimism and excitement for the incredible journey ahead. At Strauss Coffee, our commitment to excellence drives us every day to innovate, create, and excite people through the simple joy of day to day coffee. We remain dedicated to crafting exceptional coffee experiences, pushing boundaries, and continuing to lead in sustainability and quality.
Our Brands will be the messengers of the coffee world. Doncafe will tell you not to forget to make the most of YOUR COFFEE MOMENT. Amigo will fuel you with ENERGY.NOT WORDS. Beans Republic will encourage you to break the norms because the ENTIRE WORLD ISA REPUBLIC OF COFFEE.
We’re proud of what we’ve achieved, but we know the best is yet to come.
You can also find the full interview in the document below:
