Share your coffee stories with us by writing to info@comunicaffe.com.
MILAN, IT – Massimo Faravelli, CEO of Ekaf, tells us about their new brand, Joybreak, specifically conceived to enrich the offer and guarantee the quality of their products.
How do you see the development of the soluble coffee market in the HORECA sector, and what role can the roaster play?
The soluble segment in Horeca has grown significantly: today it represents about 20% of consumption, and the trend now appears well established. In the past, roasters paid little attention to this category, but we believe their role is central in bringing quality, innovation, and reliability to this segment as well.
In this direction, we have launched our Joybreak project, the new corporate brand dedicated to hot beverages, built on two pillars:
On one hand, a range of soluble products featuring the “most popular out-of-home specialties,” combined with an innovative machine capable of dispensing up to three different products, expanding the offering without operational complications.
On the other hand, single-serve capsules, a strategic solution for venues with low rotation or for those wishing to broaden their menu. Thanks to a portafilter integration developed exclusively for Joybreak, capsules can be used directly with a professional machine, introducing a versatile and cutting-edge system.
This initiative has been strongly supported by the company, which sees hot beverages as a natural complement to the barista’s offer: a way to enrich the service and capture new consumption occasions.
Quality in the cup is often overlooked when it comes to capsules and soluble products. How does EKAF ensure it?
For Ekaf/Cellini Caffè, a capsule is not just a container but a small laboratory. Each recipe is developed with specific roasting profiles, grinds, and dosages tailored to the format, ensuring the best possible extraction every time. We also use high-quality ingredients and carefully calibrated quantities—sometimes even above market standards—to guarantee body and persistence in the cup. Everything is enclosed in packaging designed to preserve aroma, and we source only from suppliers who meet the industry’s highest standards.
Finally, when products are intended for the Horeca sector, they are validated not only in the lab but also directly in venues, to guarantee consistency under real usage conditions. This is how we ensure capsule quality meets the expectations of both professionals and end consumers.
How is Ekaf and the Cellini brand developing, also considering the growth in the online market?
In recent years, online has been a key accelerator for us—not only in terms of sales but also in boosting brand awareness. Digital channels allow us to present and offer our top-quality products to consumers we could not otherwise reach through traditional channels.
This increase in visibility, combined with the steady work of our sales force, is also driving positive results in traditional channels: we are seeing significant growth both in out-of-home and in retail. In particular, in Italian mass retail, the Cellini brand recorded in the first eight months of 2025 a 22% increase in sell-out volumes compared to the same period last year, confirming the solidity of the path we have taken.
With the market under pressure, skyrocketing prices, and the EUDR: how is Ekaf responding to what many have called a “perfect storm”?
It is true—we are facing a highly complex phase: rising costs throughout the supply chain, raw material volatility, and new European regulations such as the EUDR on deforestation are reshaping the rules of the game. For us at Cellini Caffè, the response rests on two principles: transparency and resilience.
On one hand, we work closely with our suppliers to ensure secure and traceable sourcing, in compliance with increasingly strict environmental and social criteria. On the other, we continue to invest in product innovation and production efficiency, absorbing part of the pressures without compromising quality.
What many call a “perfect storm” is also, for us, an opportunity to demonstrate consistency with our values: offering high-end, sustainable, and accessible coffee that can instill confidence in both consumers and industry professionals. It is a complex balance, but we are convinced that those who can guarantee quality and responsibility today will be stronger tomorrow.
Are there investments planned by Ekaf, entry into new countries (also considering the tariff issue), or new business models?
We are currently implementing an investment plan on several fronts. On one hand, we are redesigning certain business processes to make them more efficient and to ensure ever-higher quality in our offering; on the other, we continue to focus strongly on exports, which remain a strategic growth driver. In particular, we are developing new opportunities in high-potential markets such as Asia and the Middle East, where interest in premium coffee and innovative solutions is growing.
At the same time, we are strengthening both our work on the Cellini Caffè brand and the development of private labels—two complementary dimensions: on one side the identity and values of a strong brand, on the other the production and service capabilities that allow us to collaborate with international partners and cover different channels.
Finally, what makes our business model distinctive is the strengthened role of our financial company, “Iniziative,” which actively supports the projects of our Horeca Italy clients. This support can make a real difference in such a complex period, enabling us to offer partners a truly comprehensive package that goes far beyond the product itself.
At HostMilano, will there be any new launches you can anticipate?
At Host Milano we will unveil a range of important innovations. Among these is Joybreak, our new brand dedicated to bar professionals, with a range of high-quality soluble products and single-serves such as Ginseng, Barley, and Hazelnut: a proposal designed to enrich the offer and respond to new consumption trends.
We will also present a new line of pods, developed to meet the needs of both the Horeca channel and modern distribution, and the renewal of our coffee beans line for bars, with new references and a packaging restyling that strengthens its identity.
Another major innovation will be Coffee Concentrate, designed to tap into an international market increasingly attracted by mixability. It is an intense, ready-to-use coffee base, ideal for creating cold beverages, signature non-alcoholic and alcoholic drinks, desserts, and contemporary milk-based recipes. It is a proposal that resonates with younger generations—fast and adaptable—while at the same time offering bars and retailers the chance to expand their range with consistent, repeatable preparations.
For us, Host will therefore be the occasion not only to showcase these innovations but also to strengthen dialogue with clients and partners, looking together toward the future of coffee.
