Banking on long-term growth in the Asian market throughout its brand spectrum, Massimo Zanetti Beverage Group has cut the ribbon on a multimillion dollar roasting facility outside Ho Chi Minh City, Vietnam.
The 5,000-square-meter (approximately 58,000-square-foot) facility represents a massive consolidation of Massimo Zanetti’s roasting operations in Southeast Asia, after the company bought a 100 percent stake in the Singapore-based Boncafé Group earlier this year for $85 million.
With an annual production capacity of 3,000 tons (approximately 50,000 sacks) of coffee, the facility will support the Segafredo brand and the company’s other traditional value-based brands, as well as other brands throughout Asia that MZB Group says may have higher-quality specialty market potential.
“With the production capacity of this new plant, we will be able to support our growth in these high-potential markets, where by 2017 we estimate growth rates of between 6 and 15 percent, depending on the country,” company chairman Massimo Zanetti said in an announcement today.
A global coffee giant with numerous hands in production, distribution, roasting and packaging, MZB Group owns more than 20 coffee brands throughout the world, including Chock full o’Nuts, Chase and Sanborn, MJB and Hills Bros.
This play in Vietnam follows similar efforts from other of the world’s largest coffee brands hoping to capitalize on predictions of growth throughout Southeast Asia. Last year, Mondelez International announced a Vietnam farmer training and coffee processing center as part of its $200 million Coffee Made Happy program.