Melitta SystemService (MSS) is implementing a revised growth strategy for its UK business after recently acquiring the UK sales organisation of its local distributor and hiring a new managing director.
The Maidenhead-based coffee machine maker now consists of 20 employees and is led by Steve Penk (pictured), who has been hired to manage the realigned company.
Penk has more than 20 years‘ experience of the sector, developing a number of coffee related businesses throughout the UK and Europe, and serving as a board member of the Speciality Coffee Association of Europe (SCAE).
Although Penk’s background has seen him focus heavily on traditional espresso coffee preparation methods, he has quickly got to grips with the benefits of the automatic technology developed by Melitta and its Swiss subsidiary Cafina.
“I‘m amazed by the quality of the espresso and milk texture that the Melitta/Cafina machines can produce and would even describe these highly engineered machines as computers capable of producing perfect coffee specialities at the press of a button,” he says.
Penk’s role will be to develop the Melitta and Cafina brands in the UK, and it is understood he is reasessing the manufacturer’s routes-to-market strategy as he bids to grow the business.
He is keen to open up the market for products such as the Cafina Alpha F range and is currently in discussion with several coffee wholesalers and equipment distributors.