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Di Bella Coffee brews new corporate identity
DI BELLA is set to become the second largest roast and ground coffee enterprise in Australia as it brings three related coffee brands from the Retail Food Group portfolio into the fold: Roasting Australia, Di Bella USA and Evolution Roasters
Di Bella Coffee, created in 2002 by Australian coffee trailblazer Philip Di Bella, has developed into the country’s largest speciality coffee roaster and is renowned for its ‘crop to cup’ program of ethical sourcing of specialty coffee beans.
According to Di Bella CEO, Darren Dench, the company decided to restructure and consolidate so that it was better positioned to continue its growth trajectory. He said the new model allowed Di Bella to scale up for new markets, opportunities and partnerships without losing their core focus on craft roasting. 
A combined Di Bella, he said, would be able to continue offering clients their bespoke customised blending services and micro-roasting capabilities across the company’s key channels: independent food service, office market and in-home market.
“Di Bella has always been a coffee-of-choice for discerning coffee drinkers,” Mr Dench said. “As a brand, our unique selling proposition has been both our Crop to Cup philosophy and our bespoke roasting capabilities.
“Bringing these together into one larger entity means we can leverage larger roasting capabilities from our different plants, as well as ensuring that the product and service, the true star of our brand, is more widely available as we expand into new markets and new market segments,” Mr Dench said.
Phil Di Bella, founder of Di Bella Coffee in 2002, supported Mr Dench’s announcement, re-iterating that it would boost the brand he fostered.
“I am excited about the new possibilities that this merger offers and I believe that the integrity of the bean and the authenticity of the Di Bella coffee range will create exceptional opportunities for this new unified and integrated coffee company to grow, expand and diversify,” Mr Di Bella said.
Mr Dench said the company continues to work hand-in-hand with a number of communities sourcing the pure green beans from leading growers around the world that deliver beans farmed under ethical and sustainable conditions.
“We know that coffee is similar to wine in that individual characteristics work together to create blends with different notes and tones. Without skilled roasting, the coffee bean doesn’t shine and flavour complexities collapse or disintegrate,” Mr Dench said.
“For us at Di Bella, our focus is on bringing these different blends to the discerning consumer whether at home, at work, or when out dining at restaurants and cafes.”
Di Bella currently produces 3,480 tonnes of coffee a year which equates to about 150 million cups of coffee served.
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