32cup, MTC Group, and Sucafina North America, subsidiaries of global green bean trader Sucafina, will rebrand as Sucafina Specialty in their respective markets.
Sucafina says it has spent the past decade developing its worldwide specialty offerings. In 2009, it launched 32cup in Europe. By 2017, Sucafina founded Sucafina North America, and in 2019, purchased the MTC Group in Asia.
“Sucafina Specialty is simultaneously merging our resources and expanding our impact. As a global specialty brand, we will improve efficiency, allowing us to offer better services and information to customers and suppliers alike,” Sucafina CEO Nicolas A Tamari says.
The company says unifying the specialty businesses under one name with one approach will allow it to scale up its efforts to redefine how specialty coffee impacts the industry.
“For us, specialty is an approach to live by. Our rebrand highlights how important specialty is to who we are as a company. Specialty coffee—and Sucafina Specialty—add meaningful value that resonates throughout the supply chain,” says Cory Bush, Managing Director of Sucafina Specialty in Europe.
Sucafina Specialty will continue to build sustainable supply chains that share profits equitably among all parties. Innovation through technology and digitisation throughout the supply chain are core components of this long-term project. It says when put into practice, these shared goals will result in better traceability, increased transparency, improved efficiency, a more diverse selection of coffee for customers, higher returns for farmers, and strengthened reciprocal relationships for everyone.
Sucafina says customers will be able to manage their positions through an online portal that will also feature easily accessible and comprehensive traceability information and marketing materials.
For more information, visit www.sucafina.com