Last week, Christina Meinl, Vice President and Group Strategies & Corporate Communication at Julius Meinl Coffee Group, visited Chișinău.

Before we begin the interview with Christina, let me briefly introduce Julius Meinl.

Julius Meinl is a family-owned company producing coffee, cocoa, and tea, headquartered in Vienna. Interestingly, the street where the company is located is also named Julius Meinl-Gasse.

Julius Meinl is among the top three premium coffee brands in more than 40 countries, especially in the HoReCa segment (hotels, restaurants, cafés). The company is a market leader in Austria, Central, and Eastern Europe.

As of 2022, the company had an annual turnover of approximately €250 million, with a projected growth to €300 million by 2025 and €500 million by the end of the decade.

In Moldova, the Julius Meinl brand is represented by Provitus Grup.

Speaking of leadership continuity — Christina Meinl is the fifth generation of the Meinl family managing the company.

Christina, good afternoon. Your visit to our country is marked by a significant occasion: Julius Meinl is introducing a new specialty microlot, Congo Muungano, in Moldova. From what I know, this coffee is not launched in every market. Why was Moldova chosen?

Because Moldova is one of our key partners — not just regionally, but in our overall export portfolio. It’s a dynamic market, and we’re seeing coffee consumption grow rapidly here. Moldova is becoming a bridge between Western and Eastern Europe. Thanks to our partnership with Provitus Grup, we see stable growth in both sales and interest in high-quality coffee. That’s why we decided to present our microlot Congo Muungano here — a coffee that represents the passion and dedication of more than 4,300 Kenyan farmers.

The Julius Meinl brand has a history of over 160 years — a monumental time span during which humanity has faced numerous upheavals. And even now, the coffee industry is grappling with new challenges — climate change, price increases, logistical issues. How does your company manage to maintain balance between quality and growth under such conditions?

Indeed, these are challenging times. We’re seeing a reduction in plantations, rising costs, pressure across the entire supply chain. But for us, sustainability isn’t just a word. It all starts with the farmers. We invest in them — ensuring they receive fair pay, can support their families, and continue their work. That’s our first level of care.

Next comes processing. Our suppliers are also required to meet standards — in terms of wages and environmental responsibility. We oversee everything: from bean to cup. For example, in Austria, we’ve switched entirely to electric vehicles for coffee delivery. We're cutting CO₂ emissions. And it’s not just for reports. We want future generations to live on a healthy planet and enjoy high-quality coffee.

You speak about farms, ethics, and ecology. Julius Meinl coffee is now always certified as both BIO and Fairtrade. How important is it for the company to meet both certifications?

It’s very important. BIO is a guarantee that the coffee is grown according to strict organic farming standards — without chemicals and with respect for the ecosystem.

Fairtrade is more than just a label. It’s a program that guarantees a minimum price for coffee — covering production costs and providing a social premium. This means a farmer can buy medicine, send a child to school, or invest in their farm.

Fairtrade also includes a ban on child labor, safety standards, and environmental protection. For us, it’s a guarantee that farmers aren’t sacrificing their health for volume. And for the consumer, it’s a guarantee that their coffee was produced according to the principles and values of sustainability.

Moldova is clearly a small market. Why is Julius Meinl focusing on specialty coffee here?

Because there’s a real response to this kind of coffee in Moldova — your consumers are increasingly appreciating taste and aesthetics. We support coffee lover communities around the world, and Moldova turned out to be an incredibly receptive audience. Plus, we have a strong local partner here. That combination — passion and structure — is essential. That’s why we’re proud to offer in Moldova a coffee that’s currently available in only a few countries worldwide.

You grew up in a “coffee family.” Was there ever a cup of coffee in your life that stood out the most?

You know, I’ve never told this story before. In January of this year, we organized a trip to Honduras for barista champions. One of the winners was, in fact, from Moldova. These champions prepared coffee and created latte art together with the children of the farmers who grow coffee.

Previously, many farmers had told us: “We grow coffee, but we don’t know who drinks it or how people react to it.” Suddenly, they saw their coffee in the hands of champions, and their children were making latte art with them. The kids were laughing, absolutely overjoyed. The parents stood by, watching. It was an extraordinary moment of shared unity.

That cup I shared with those children became very personal for me. The parents looked at their kids and said they hoped they’d continue the family tradition of growing coffee. For me — as the fifth generation in our “coffee family” — continuity is a deep family value. And there, in Honduras, I saw a shared belief that the family craft will live on.

Christina, thank you for this conversation. What impression has Moldova and its people left on you?

Moldova is a passionate nation with tremendous potential. I felt your energy and your pursuit of excellence without compromise. In everything you do — from service to product quality — there’s soul and attention to detail. That’s inspiring. I’m proud that Julius Meinl and our family are represented in Moldova so honorably. And I’m confident: together, we can achieve even more.