“Coffee Symphony”—Multicafé tunes its instruments

Here is an excerpt from the interview:

The world consumes two billion glasses of coffee on a daily basis, 50% of which is instant coffee and the other half is brewed coffee. There will still be a market for brewed coffees, but there is also room for new coffee types. It is certain that coffee with an Iranian formulation will soon be available on the global market.

Sanctions have hampered our progress. In the past twelve years, we experienced two periods of crippling sanctions. It is extremely difficult for a manufacturer to export and maintain the export market and customer base.

Support from government officials to establish favorable business conditions: At times, our only request is that they let us work and produce. Customs tariffs are also other concerns. As the sole coffee producer in Iran, we have frequently requested an increase in customs tariffs, at least on branded and fully packaged imported goods. Unfortunately, it has not yet been accomplished.

We operate in a market where we are the only manufacturer competing with foreign brands that do not stipulate prices on their products and do not see the need to. This puts us in a difficult position because salespersons can sell foreign products at any price without being held accountable.

Our consistent presence on the market has enabled us to provide consumers with fresh coffee. We will serve our fellow citizens better-quality and more diverse products, particularly by providing a variety of brewed coffees and our new instant green coffee product. According to our market research, when we remove the brand factor and present products to the consumer (blind test), the Iranian product is the one that is selected.