Company Profile
Company Profile
Before 2010:
ITALIAN COFFEE SUPPLY
Apart from the well-known brands including: LAVAZZA – illy – La Semeuse any brands were distributed at that time.
LAVAZZA:
Due to its international famous brand as well as acceptable aroma and taste of market, LAVAZZA is the most demanding coffee in Iran. At our desire time frame (before 2010) it has been imported by so many traders.
Illy:
In 2009 considering to his personal interest in coffee sprits , A friend of mine established a B to B distribution after having an exclusive distribution contract with illy done. However, a random stock of 250gr tins were available which have been imported without registration, due to low consumption in HORECA segment ,3kg tins which consider as a high quality packaging, , didn’t find persuadable by consumers.
La Semeuse:
After cafe Viuna ( most expanded café chain ) opened up its second branch, the funder who was a film director, decided to develop his business with:
first: incorporating with a young famous actor (Bahram Radan). therefore, people could come over and meet their popular celebrity.
Second: Import cafe La Semeuse for their own consumption only.
Summarize:
As per demand and supply are two engaged factors, due to low consumption, coffee supply didn’t consider as a high potential business idea back to those days and yet. on the other hand, most popular daily hot drink is black tea which means coffee consumption is low. Last but not least, as per Iran’s poor truism industry, which is the most important factor in coffee consumption, we need to be in the same page regarding PCC, to have more realistic expectations and understanding of each other.
2010 - 2018
LEO GLORY
When my brother and I decided to choose HORECA distribution as a new career move after many years of getting involve in shipping industry, a childhood friend who was happened to be working in a cafe, complained against lack of constant supply in HORECA market in Iran and recommended us to develop this idea.
Then we started our study regarding how we could cover deficiencies. The whole idea was to open up a one stop shop to create an opportunity for people in this segment to buy all their needs once.
We started our negotiations first with Italian coffee roasters, all started with caffe Molinari and later we expanded this idea with tea, syrup, equipment’s, Barista accessories, coffee cups, washing materials, coffee grinders and espresso machines and so on. finally, it ended up to a full basket of products including:
- Caffe Molinari
- Toschi
- Tea Drop
- Mypressi
- Metallurgica Motta
- Ascaso
- Orchestrale
- Club House
- Acme & Co
- Rattle Ware
- Hario
- Anfim
- Hey Cafe
- Quamar
- Casadio
- Caffe Cagliari
With possession of never seen package full of any need contributed by a young motivated team, in addition to very recent knowledge of coffee in the world, Rightfully, Leo Glory turned to a market leader far surpasses any competitor.
In a collaboration with cafe Molinari for certification, we scheduled training courses to level up knowledge of coffee, and to creating consumption on our products courses was held by our sales manager.
Since we achieved many targets for the first time in HORECA history in Iran, Leo Glory decided to gather all knowledge and experiences in Sam cafe start-up together. Sam cafe which transferred Italian coffee culture, offered a menu inspired by Café Florian in Venice. Menu was including more than 20 coffee base hot drinks.
Sam Cafe special coffee, was a cappuccino, containing a Jamaican blue mountain double shot espresso, which was extracting on the table in front of clients by Mypressi portable handy espresso machine. Of course, late art presentation that hadn’t been seen so far, made it more special.
Living Room
Our second successful project focusing on interior design
In 2012 when we decided to continue coffee distribution and café owning at the same time, my brother focused on distribution and due to my passion in socializing I went for café management. Grate performance resulted we were approached by many companies which decided to get involve in HORECA and so many land lords to rent their shops for our coming projects. For instance, your previous distributor Khosh Noosh Jahan CO. Owned by Mr. Mehdi Ajzachi, tried to make his offer tempting by handing over their exclusive distribution right locally to our company. since he didn’t have any experience in this field. Basically, it was all Leo Glory which to distribute Lavazza products. However, we were not involved in ordering. Frankly speaking it was tough sometimes to work on a stock that you never had any chance to choose according to your understanding of market.
We also toured your region sales manager during his visit of market 9 years ago.
2018 - Present Day:
Economic crisis happened. Value of the Rls start crashing day by day, rules and regulations in custom changed focusing on limit import. Purchasing power of end users decreased. Reform process in taxing and trading rules which had started in 2016 and hadn’t completed yet in 2018, made it more complicated to import and last to disappointment of traders in many field as well as coffee, Italian brands left the market and a huge demand shifted over to local roast products. Despite the fact that, they will not get satisfied with quality, consumers accept the new supply due to their lower purchase power.
Following new rules and regulations 1kg and smaller packages got banned therefore the only remained solution was 3kg tins.
As per you know, even many well-known brands don’t produce 3kg tins for HORECA consumers, but we were so lucky to cooperate with a supportive supplier such as café Molinari, which were so flexible to customize every blend in 3kg packaging. on the other hand, due to low margin and other aforementioned difficulties which resulted, coffee traders didn’t find this business profitable anymore, we are the only steady supplier with annual average of 45tons a year with café Molinari products. Café Vergnano with less than 5 tons a year consider as only competitor and that’s all.
IMPORTANT POINT:
Recently as I travel on regular bases to Milan in order to expand my business, I have noticed in which you started to produce 2 or 3 kg packaging. Since this is the only solution to be able to import coffee in Iran, we are pleased to approach you to start our negotiations regarding the right of exclusive distribution of your products in Iran, optimistically as soon as applied limitation on import will be removed, we will be ready to supply a portion of consumption in our market with your packaging of 1 kg and less.
Last but not least:
Please note that we need an exclusive contract to register your products in food and drugs administration. The contract should be signed between our company on Lavazza SPA. However, if you are not willing to receive money from Iran or invoice any company in Iran we are able to buy your stock either locally in Italy through our trading company based in Milan, or our partner in Dubai. Of course in both ways you will receive money from anywhere but Iran.
Again, contract between Leo Glory and Lavazza SPA is not something we could skip.