What Musetti does

Musetti S.P.A. (Caffè Musetti) is an Italian family-owned coffee roaster and distributor founded in 1934 and headquartered in Pontenure (Piacenza). It manufactures and distributes a portfolio of 16+ coffee blends spanning a B2C home line (Armonico, Intenso, Gentile, Deca) and a B2B professional line (Gold Cuvée, Grand Cru, Absolute 100, 100% Arabica, Paradiso, Cremissimo, Select, Rainforest, Rossa, Bio Midori, Fair Trade, Decaffeinato) in beans, pods, capsules (including Nespresso-compatible aluminum capsules launched November 2023), and grind formats. Core technology centers on roasting and blending expertise developed across nine decades, reinforced by a TrackIT blockchain traceability platform (built with ICE Agency and EZ Lab) that lets consumers verify provenance via QR codes.

The company makes money through four revenue streams: (1) HORECA direct sales — selling coffee blends, equipment (loaned or sold), and ongoing supply contracts to bars, cafés, hotels, restaurants, offices, and gelaterie/pasticcerie; (2) B2C e-commerce via musettishop.com (recognized for European expansion at the E-commerce Food Conference, +29% in 2023); (3) retail through 'La Casa del Caffè Musetti' stores in Piacenza and Alassio; and (4) training and consultancy services through the Coffee Academy (founded 2003), SCA Diploma System modules, branded materials, and zero-impact packaging as a sustainability-led recurring offer. Distribution is multi-channel: domestic B2B field sales, international export partners (notably De'Longhi Japan for 20+ years and HANOS in Benelux), and trade-show-driven lead generation across Gulfood, Anuga, HOST, TUTTOFOOD, HOFEX, HOTELEX, Sial, Sirha, and Espacio Food Service in Chile.

Customer segments span HORECA professionals (primary), ice cream/pastry shops, hotels, offices, restaurants, B2C consumers, and export markets; the customer base runs into thousands of HORECA establishments in northern and central Italy, supplemented by enterprise distributors. In 2020, Bonomi Spa joined to form the Musetti Group, consolidating a 240-year combined heritage. Revenue reached approximately €41M in 2023 (EBITDA €4.6M, +7.5% YoY), with the e-commerce channel growing fastest. Pricing is not publicly tiered; B2B contracts are quote-based through account managers and the HORECA channel grew 12% in 2023.

Name

Musetti

Legal name

Musetti S.P.A.

Website

https://musetti.it

Company type

Private

Founded year

1934

Operating status

Operating

Headcount range

11–50 employees

Short description

Musetti is a 90-year-old Italian family-owned coffee roaster in Piacenza serving HORECA professionals and consumers through wholesale, retail stores, and e-commerce with espresso blends, capsules, and academy training.

Ownership category

akta.pro rank

Product category

Roasted Coffee Manufacturing

NAICS

Coffee and Tea Manufacturing (31192)

SIC

Beverages (2080)

akta.pro primary industry

Coffee (Roasted, Ground, Whole Bean) (CRADAHAG)

akta.pro secondary industries

Single-Serve Coffee (Pods, Capsules) (CRADAHAH), Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA)

Keywords

• Coffee roasting
• Espresso blends
• Hor coffee
• Barista training
• Sustainable packaging

Headquarters

HQ city

Pontenure

HQ country

Italy

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. B2B Coffee Products (HORECA): Sale of coffee blends, pods, capsules, and beans to professional customers including bars, restaurants, hotels, offices, ice cream and pastry shops. Revenue from equipment loans and ongoing product supply contracts.
2. B2C E-commerce: Direct consumer sales through musettishop.com. Includes coffee blends, accessories, and merchandise. Won 'Best food e-commerce with European expansion' award at E-commerce Food Conference.
3. Retail Store Revenue: Revenue from company-owned 'La Casa del Caffè Musetti' retail locations in Piacenza and Alassio, featuring freshly roasted coffee and café experience.
4. Training Services (Coffee Academy): Professional barista training courses at Musetti Coffee Academy, founded 2003. Free for Musetti customers; courses include basic, advanced, SCA Coffee Diploma System modules, and special events. Contact: [email protected]

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Musetti is an Italian coffee roaster that manufactures and distributes a portfolio of espresso and specialty coffee blends in beans, ground, pods, and aluminum capsules, sold both to HORECA professionals and home consumers. The company also operates the Musetti Coffee Academy (founded 2003) providing professional barista training, including SCA Diploma modules, and supports HORECA customers with equipment loans, branding, and financial consultancy services.

Product overview

Musetti is an Italian coffee company founded in 1934, offering a comprehensive portfolio of coffee products and services. The B2C home segment features four blends (Armonico, Intenso, Gentile, Deca), while the B2B professional segment offers twelve specialty blends (Gold Cuvée, Grand Cru, Absolute 100, 100% Arabica, Paradiso, Cremissimo, Select, Rainforest, Rossa, Bio Midori, Fair Trade, Decaffeinato). Beyond coffee products, Musetti provides professional services including the Musetti Coffee Academy (training), equipment provision, branding support, and financial consultancy. The company also operates an e-commerce platform (MusettiShop.com) and has pioneered blockchain traceability technology for product authenticity. Sustainability initiatives include the Zero Impact rechargeable bell system and Rainforest Alliance/Fair Trade certifications.

Differentiator

Problem solved

Functional benefit

Products and services

• Armonico (Home Blend) House blend for home consumption featuring a balanced aromatic profile with harmonious taste characteristics, part of the refreshed 2023 B2C Miscele line.
• Intenso (Home Blend) Bold and full-bodied blend for home consumption with intense aromatic notes and strong flavor, part of the refreshed 2023 B2C Miscele line.
• Gentile (Home Blend) Delicate and smooth 100% Arabica blend for home consumption with fine acidity and pleasant sweetness, part of the refreshed 2023 B2C Miscele line.
• Deca (Home Decaffeinated Blend) Decaffeinated blend for home consumption offering full traditional coffee taste without caffeine, part of the refreshed 2023 B2C Miscele line.
• Gold Cuvée (Professional Blend) Premium B2B/HORECA blend crafted from exquisite coffees from Kenya and Central America, created for Musetti's 80th anniversary.
• Grand Cru (Professional Blend) Premium B2B/HORECA blend based on Founder Achille Musetti's original recipe, featuring precious sweet and aromatic coffees.
• Absolute 100 (Professional Blend)
• 100% Arabica (Professional Blend)
• Paradiso (Professional Blend)
• Cremissimo (Professional Blend)
• Select (Professional Blend)
• Rainforest (Certified Blend)
• Rossa (Professional Blend)
• Bio Midori (Organic Blend)
• Fair Trade (Certified Blend)
• Decaffeinato (Professional Decaffeinated Blend)
• Musetti Aluminum Capsules (Nespresso-compatible) Aluminum coffee capsules compatible with Nespresso machines, offered with premium packaging for both HORECA and home consumers.
• Musetti Coffee Academy (Training Service) Professional coffee training service offering barista courses (basic, advanced, SCA Diploma modules, espresso extraction, milk frothing, bar skills) at the Pontenure facility, free for Musetti customers.
• HORECA Equipment and Assistance
• Communication and Branding Support
• HORECA Financial Consultancy
• Zero Impact Rechargeable Bell System Reusable rechargeable coffee bell packaging system that replaces disposable cans, reducing material use, transport emissions, and waste for HORECA customers.
• MusettiShop E-commerce Platform

Quantifiable outcome

• Eliminates 100,000 coffee cans per year
• +2 more outcomes

Named customers5 records

Segments7 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

15 partnerships are on record, tiered major, core and minor.

• HANOS Internationale Horeca GroothandelmajorChannel Partner/ Reseller/ Distributor · 21 March 2023Participated in opening of new HANOS largest store in Maastricht, Netherlands (March 21, 2023) with almost 40,000 m² of space. Partnership for wholesale distribution to HORECA professionals in Benelux.
• Bonomi SpacoreStrategic or Co-development Partner · 1 January 2020Bonomi Spa joined the Musetti project in 2020, bringing 150 years of quality and professionalism. The partnership resulted in Musetti Group formation, combining forces for joint trade show presence (HOST, Cibus, Gulfood, Anuga) with shared vision of quality, innovation, and tradition.
• De'Longhi JapancoreChannel Partner/ Reseller/ Distributor · 1 January 2003De'Longhi Japan has been a valued customer and distributor for over 20 years, sharing passion for excellence and love for high-quality coffee. President Atsuo Sugimoto and Marketing Manager Naomi Ohyama visited Musetti headquarters in May 2023.
• Consorzio Piacenza AlimentaremajorStrategic or Co-development PartnerCollaboration with Consorzio Piacenza Alimentare at Cibus 2024 and Sirha Lyon, promoting quality and innovation of Made in Italy together with regional producers.
• Il Buon Gusto ItalianomajorStrategic or Co-development PartnerExhibition partnership at Anuga 2023 (Hall 7.1, Stand A020) and Anuga 2025 within consortium of Italian excellence for joint international presence.
• Rentokil Initial ChileminorChannel Partner/ Reseller/ DistributorExhibition partner for Espacio Food & Service Chile (September 2022) at Centro y Convenciones Espacio Riesco, Santiago.
• ICE Agency (Agency for the promotion abroad and internationalization of Italian companies)minorGTM or Marketing PartnerPartnership for TrackIT blockchain project enabling full product traceability from green coffee to finished product through blockchain technology.
• SCA (Specialty Coffee Association)minorStrategic or Co-development PartnerSCA Coffee Diploma System courses offered at Musetti Coffee Academy, with authorized SCA Trainers (AST) providing modules in Introduction to Coffee, Sensory Skills, Green Coffee, Barista, Roasting, and Brewing.
• Aicaf Academy (Accademia Italiana Maestri del Caffè)minorStrategic or Co-development PartnerGianni Cocco, Aicaf lecturer and Italian Coffee Trainer, participated as special guest at HOST 2023 fair for barista demonstrations.
• FairtrademinorOthersLong-term membership in Fairtrade certification for fair trade coffee, supporting agricultural producers in addressing climate emergency.
• Rainforest AllianceminorOthersRainforest Alliance certified coffee products ensuring sustainable farming practices and environmental protection.
• Il Forno delle MeraviglieminorStrategic or Co-development PartnerPremium Sardinian pastry shop (founded 1970) selected Musetti as coffee partner. Their pastry chef Marco Deidda won Campionato Italiano di Pasticceria Seniores 2024 using Musetti products.
• MHR Voice of Hospitality and TravelminorGTM or Marketing PartnerFeatured in Talking Suite TV show episode discussing innovative hotel services, with Key Account Manager Sara Locatelli representing Musetti.
• Theodora Onlus FoundationminorOthersParticipated in 'Theodora's Picnic' charity event (May 6) supporting hospitalized children through Dream Doctor visits at Milan hospitals.
• Volumnia (Art Exhibition Space)minorOthersSponsorship of 'Alfredo Casali: The Memory of Things' exhibition at Palazzo Gotico, Piacenza, supporting local art and culture.

Scale indicators10 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Caffè Borbone: Fast-growing Naples-based coffee company whose core business is compatible coffee capsules/pods — direct competitor to Musetti's November 2023 aluminum Nespresso-compatible launch and similar B2B/HORECA channel orientation.
• Lavazza: Italy's largest coffee roaster with a deeply overlapping product portfolio (beans, ground, pods, capsules) and parallel HORECA + retail + e-commerce GTM; directly competes with Musetti in the Italian mid-premium tier and across export markets.
• Pellini Caffè: Verona-based Italian coffee roaster with parallel blended-roast product line, pod/capsule offering, and mixed B2B-HORECA/B2C-retail distribution — comparable mid-sized peer in the Italian market.
• Kimbo: Neapolitan heritage coffee roaster (est. 1963) with very similar mid-tier HORECA positioning, B2B field-sales model, and Naples/southern-Italy distribution — directly comparable in scale, channel mix, and competitive set.
• Costadoro: Historic Italian coffee roaster (Turin, 1890) with comparable mid-tier HORECA positioning, B2B field sales, and growing direct-to-consumer/retail presence — closest direct head-to-head competitor in the specialty Italian roast space.
• illy caffè: Premium Italian coffee brand operating in the same 100% Arabica and espresso-blend HORECA segment; competes head-to-head with Musetti's Gold Cuvée, Grand Cru, and Paradiso blends in upscale bars and hotels globally.
• Segafredo Zanetti: Mass-market Italian coffee-to-go and HORECA brand owned by Massimo Zanetti Beverage Group; competes with Musetti's bar-channel offering and has similar capsule and traditional blend portfolios.

Broad incumbents

• Bialetti: Iconic Italian coffee brand (Moka pot, capsules including Espresso Allegro). While more equipment-led, it shares Musetti's heritage-driven D2C/retail playbook and competes in capsule and ground coffee at consumer level.
• Massimo Zanetti Beverage Group: Largest Italian coffee group (Segafredo, Boncafé, Chock full o'Nuts) covering the same blended-roast and capsule categories at materially greater scale; competitive overlap but at a broader portfolio and global distribution level.

Others

• La Marzocco: Premium Italian espresso machine manufacturer that serves the same upscale HORECA barista community Musetti targets through its Coffee Academy and B2B field sales — adjacent value-chain participant and shared customer ecosystem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/user/MusettiTorrefazione
• Facebookfacebook.com/caffemusetti
• Instagraminstagram.com/caffemusetti

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Subsidiaries1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Musetti