Illy looks to fill American coffee cups
Italian coffee marketer IllyCaffè SpA is trying out a new retail plan to reach U.S. coffee drinkers. The company is offering cafes that want to sell Illy coffee a certification program under which the businesses use Italian equipment, recipes, techniques and, naturally, Illy coffee. So far, 28 shops in the U.S. boast the "Artisti del Gusto" certification.
Wall Street Journal, The
| 11/3
This story published in POPAI SmartBrief on 11/03/2009
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