Share your coffee stories with us by writing to info@comunicaffe.com.
At Host Milano, we approached Andrea Pozzolini, CEO of Rhea Vendors Group, for an in-depth interview.
65 years of Rhea: what does it mean to bring them to such an international trade fair, in today’s global context?
“First of all, we’re proud to still be as fresh a company as when it was founded. We define ourselves as a 65-year-old start-up thanks to the enthusiasm of our people and the way we approach challenges and seek new solutions to bring to the market.
These 65 years are an important legacy, a wealth of experience that has allowed us to bring our machines to more than 140 countries around the world.
We have learned to make espresso even in Peru, perhaps different from ours, but in line with the local culture. Because we understand that it is this ability to interpret differences that makes us unique. We convey all this in our values, in our relationships with our customers and ultimately in the products we make to create a tool designed to offer a personalized coffee break experience around the world”.
The name Carlo Majer cannot fail to stand out on this occasion: what did he represent for the origins, development and, even today, as a legacy for the future history of Rhea?
“We wanted to dedicate our 65th birthday to Carlo Majer, an extraordinary figure for Rhea and for me personally. Carlo was a great friend, an exceptional person and, above all, a professional who brought value to the company, not only culturally, but also in its founding principles. He taught us to approach the market with respect for different cultures and tastes.
I’ll repeat an example he always used: a machine should be like a piano for a performer. Any piece of music is written by the artist but then changes depending on the interpretation of the performer. The piano is the means through which to express one’s identity in the melody of others. In the same way, our machines must allow everyone, everywhere in the world, to express their own idea of taste and hospitality. This respect for others and knowing how to offer a means of expression in the world of hospitality is Carlo Majer’s most precious legacy.
Around the cup of coffee, we express our way of making people feel at ease, provided that the machine does its job – with style, of course”.
What does the rhTT10 vending machine at HostMilano tell us about the near future of the sector?
“The rhTT10 represents the evolution of one of our machine lines and is the result of the continuous improvement of our technologies.
Equipped with a patented integrated milk system, the rhTT10 meets the needs of the HoReCa world, which requires the efficiency necessary for higher quantities and dispensing, meticulous attention to quality in the cup, and the ability to personalize any recipe and beverage designed for our customers”.
Environmental sustainability, service and product quality, technology: how does Rhea operate in these three areas to remain competitive?
“Our stand at Host is a summary of our commitment: for us, sustainability is linked to the concept of respect for the environment and for people. Since 2015, we have been using only green energy and have patented induction heating systems that save up to 80% compared to traditional boiler systems. We use recycled materials where regulations allow, for machines that can be easily disposed of in the future through material separation. Research starts right from the design stage and we are committed to constantly studying new materials.
For Rhea, sustainability goes beyond the environment; it starts with people. We are one big family, and our goal is to make everyone feel good by creating a healthy working environment where everyone can express their talent.
We often discover extraordinary skills, and being able to make the most of them is one of our greatest strengths”.
What were the figures for last year and do you already have forecasts for the future? Has vending now fully recovered?
“It depends on what you mean by vending. We have to accept that we need to find a different approach, otherwise the sector will passively suffer the changes of a rapidly evolving ecosystem. Over the last two years, development has been influenced by factors beyond the control and capacity of the players in the sector themselves. The major influencing factor is people’s general mistrust, in a context of economic crisis, redundancies and reduced consumption, which generate uncertainty without any effective recovery strategy being found.
Companies must, of course, be prepared to weather these critical times. This year’s figures are not record-breaking, but it is important for us to maintain a solid position in the market: we have always exported almost 98% of our production abroad, where we find greater receptivity to our products. In many areas of the world, especially outside Europe, economies are growing, and this offers us new opportunities, as was the case during the pandemic.
However, this is a period that requires daily commitment and constant presence. We can no longer sit still behind a desk, but need to move and build relationships on a global level”.
Can you explain the large space at Host without machines or products?
“It was not actually designed as an exhibition space, but as a venue for “Think Together”, an initiative that we periodically repeat to engage with people from every part of the industry on occasions such as HostMilano, to better understand trends and what is changing in our sector. This is a place for thinking and sharing ideas rather than trying to sell anything. On the contrary, we listen to ideas and needs that can generate new projects and collaborations.
This is consistent with our commitment to promoting a new way of providing hospitality through automation, with the aim of ensuring a higher and more sustainable level of service. Automation allows us to achieve high-quality results, often even better than manual extraction.
Automation integrates, assists and, where necessary, replaces the barista. This ensures greater consistency and uniformity of the in-cup result, guaranteeing an excellent experience every time. We consider the consumer experience to be fundamental, which is why we are committed to this approach”.
When will we see the results on the price list, website and catalogue of Rhea?
“The results will be seen in the projects carried out together with our customers, with whom we build automated and customized hospitality spaces tailored by Rhea to each customer, at any level, from the creation of a new machine to the redesign of existing ones”.
