Boncafé’s Growth and Future: Aparna Barretto on Leadership and Innovation

For nearly two decades, Aparna Barretto has been at the helm of Boncafé Middle East, shaping its growth from a modest operation into a key player in the region’s coffee industry. As Managing Director of Boncafé Middle East, part of the globally renowned Massimo Zanetti Beverage Group (MZBG), she has overseen significant transformations in sourcing, sustainability, and consumer engagement. In this interview, Barretto shares insights on the evolving coffee landscape in the MENA region, the company’s commitment to innovation and sustainability, and her vision for the future of the industry.

When I finally visited her office, a visit I had been waiting for for a long time, and during our brief conversation about coffee, business, and community, I realized that I had to interview her to share her inspiring experience. Follow this wonderful conversation.

You have been leading Boncafé Middle East for nearly 20 years. What have been the key milestones in the company’s journey under your leadership?

The coffee industry in MENA has evolved rapidly. How has Boncafé adapted to these changes?

The past decade has witnessed significant shifts in the coffee sector, particularly in MENA. To stay relevant, we continuously reinvent ourselves, adapting to global trends and evolving consumer preferences.

What are the biggest challenges facing the coffee sector in this region today, and how do you navigate them?

Sourcing high-quality coffee has become increasingly challenging due to surging demand, climate change, procurement issues, and rising logistics costs. Navigating these challenges requires agility, innovation, and strong industry partnerships.

How have consumer preferences in the Middle East shifted in recent years? Are you seeing a stronger demand for specialty coffee or traditional blends?

Consumer preferences are evolving rapidly. While traditional blends continue to hold their place, there is a noticeable surge in demand for specialty coffee. People are becoming more discerning, seeking quality, traceability, and unique flavors.

With the rise of home brewing and specialty coffee culture, how is Boncafé positioning itself to cater to this trend?

The home brewing culture has expanded significantly, particularly post-pandemic. Boncafé is aligning itself with this shift by offering a diverse range of products that cater to both casual home brewers and specialty coffee enthusiasts.

What role does sustainability play in Boncafé’s sourcing and product strategy?

Sustainability is at the core of our operations. As part of MZBG, we conduct annual CSR audits and implement sustainable practices at both local and global levels. Our goals range from small-scale sustainable initiatives to measurable long-term environmental strategies.

Boncafé has been actively supporting the coffee community in various ways. Could you share some of the key initiatives you’ve led to uplift the industry?

We actively engage with local coffee communities, collaborating with roasters, manufacturers, and industry peers. We also support young professionals entering the coffee world, fostering knowledge-sharing and collaboration.

On International Women’s Day, Boncafé organizes events to highlight women’s contributions to the coffee sector. Why is this an important cause for the company, and how do you see women shaping the future of coffee?

Women play a crucial role in both the home and the workplace. I have been fortunate to have a strong support system throughout my career, from my father to my husband and mentors who encouraged me to take on leadership roles. I firmly believe in equal opportunities, and I am proud that many managerial positions at Boncafé are occupied by deserving women. Gender should never define capability.

What strategies have been most effective in expanding Boncafé’s footprint across MENA?

Expanding in MENA requires a balance between innovation and maintaining brand heritage. We focus on quality, consistency, and understanding local market dynamics while continuously introducing new offerings to meet evolving consumer expectations.

How do you balance innovation while maintaining the brand’s heritage and consistency in quality?

It’s a delicate balance, but we achieve it by staying true to our core values while integrating cutting-edge advancements. We embrace modern trends without compromising on our legacy of quality.

What new product developments or trends do you see shaping the future of the coffee industry?

he MENA coffee scene is evolving rapidly, with more local entrepreneurs and roasters entering the market. In the next five years, we expect increased competition, greater consumer choices, and a stronger emphasis on price, quality, and specialization.

How do you see the MENA coffee market evolving in the next five years?

The market is expanding, and competition is becoming more intense. Companies that focus on quality, sustainability, and innovation will thrive. Consumers will have more options tailored to their preferences, making it an exciting time for the industry.

What are your future goals for Boncafé in this region? Are there any expansion plans or new markets you’re eyeing?

Yes, something is definitely brewing! Stay tuned for exciting announcements in the near future.

If you could change one thing about the coffee industry today, what would it be?

I would advocate for more fair and transparent pricing, stronger sustainability practices, increased climate resilience efforts, and greater support for coffee farmers. Additionally, I would encourage more unity and collaboration among industry players to create a stronger and more sustainable coffee ecosystem.