Swiss global green coffee trader Sucafina will rebrand various coffee merchant brands 32cup, MTC Group, and Sucafina North America as ‘Sucafina Specialty’ in their respective markets.
Sucafina, it spent the past decade developing its international specialty offerings. In 2009, it launched 32cup in Europe, 2017, founded Sucafina North America, and in 2019, it acquired the MTC Group in Asia.
Sucafina Specialty is simultaneously merging our resources and expanding our impact. As a global specialty brand, the company will improve efficiency, allowing it to offer better services and information to customers and suppliers.Sucafina’s CEO, Nicolas A Tamari
The company said that uniting the specialty businesses under one name with one approach will expand its efforts to redefine how specialty coffee influences the industry.
Cory Bush, Managing Director of Sucafina Specialty in Europe, stated that specialty is an approach to live by. The rebrand highlights how vital the specialty market is. Specialty coffee and Sucafina Specialty add significant value that resonates during the supply chain.
According to Sucafina Specialty, the company will continue to build sustainable supply chains that share profits equitably among all parties. Innovation through technology and digitisation throughout the supply chain are fundamental components of this long-term project.
When put into practice, these shared aims will result in better traceability, increased transparency, improved efficiency, a more diverse selection of coffee for customers, higher returns for farmers, and increased reciprocal relationships for everyone.
Sucafina said that customers would be able to manage their positions through an online portal that will also feature quickly accessible and complete traceability information and marketing materials.