Our fundamental mission is to share the distinctive Neapolitan coffee experience with the world, leveraging our 60 years of dedicated research for quality and authentic local heritage: Mario Rubino of Kimbo Coffee, USA

“We have always invested in research, and today we believe more than ever in the necessity of spreading a true coffee culture, similar to the longstanding efforts made in the world of the wine industry.”

Founded by the Rubino Brothers (Francesco, Gerardo, Elio) in 1963, Kimbo is a revered name that conjures visions of exotic locales where coffee beans flourish. Since 1994, it has secured a steadfast position as the second-ranking entity in Italy’s retail sector for packaged coffee, a testament to its enduring commitment to tradition and unwavering dedication to quality, and a global presence in over 100 countries around the world.

With a mission to share the essence of Italian coffee globally, Kimbo is driven by the inspiration of Neapolitan tradition, creating an authentic product with state-of-the-art technology while upholding values of environmental sustainability and respect for people. Their relentless efforts aim to preserve and elevate the distinctive characteristics of Neapolitan espresso coffee.

Kimbo aspires to be the go-to reference for Coffee Lovers worldwide, delivering an unparalleled experience rooted in the uniqueness and tradition of Neapolitan espresso. Their coffee is crafted not for everyone, but for those who appreciate the intricate flavors, differences, and nuances—a dedication to individuals who hold profound respect for each cup of coffee, every single day.

Mario Rubino, President of Kimbo Coffee, USA spoke exclusively to The Silicon Review about how his company is crafting a unique coffee experience, turning every moment into a celebration of taste and tradition.

From Heritage to Horizon: Establishing a Foothold in the US Market

Kimbo is a cherished brand among many Italians residing abroad, particularly in the New Jersey and New York areas, where over 4 million first and second-generation Italians call home. Consequently, these regions naturally emerged as prime locations for the brand’s rapid development.

After a decade of primarily distributing within ethnic channels, the demand continued to surge, providing the company with a clearer understanding of the significant business potential in the US market. Consequently, in 2021, the company took a significant stride forward by establishing a local subsidiary, marking the commencement of a long-term plan.

Navigating Challenges and Forging Success

“Setbacks are an inherent part of any journey, and for a new business, ensuring the availability of resources is crucial for recovery and redirecting efforts toward more strategic goals,” says Mario Rubino.

“Establishing a legal entity in a different country demands a robust structure to meet specific local legal and quality parameters. For instance, our strategic decision to concentrate on key U.S. cities and states, as opposed to the entirety of the United States.”

He also emphasizes that the necessity for market-specific products brought about various adjustments, including the implementation of UPC codes and GMA pallets. “Analyzing local consumer trends prompted the incorporation of New Product Development (NPD) to introduce new product formats tailored to retail and foodservice channels. The imperative to cater to both offline and online businesses propelled us to embrace the challenge of developing a robust Kimbo e-commerce presence. Furthermore, adapting product visuals and campaigns to the local market became essential to effectively communicate specific messages or consider particular products.”

Blending Neapolitan Coffee Tradition with Global Coffee Innovation

“Our fundamental mission is to share the distinctive Neapolitan coffee experience with the world, leveraging our 60 years of dedicated research for quality and authentic local heritage. This connection extends beyond the territory of Naples, embracing new solutions across diverse markets,” says Mr. Rubino.

Projects like drip coffee, cold-brew coffee, and K-cups exemplify this commitment—three noteworthy cases of New Product Development (NPD) that seamlessly blend local consumer trends with Kimbo’s Neapolitan roasting and blending expertise. Offering a simple yet well-suited range of products, each line provides multiple possibilities to meet various business needs, encompassing whole beans, ground coffee in different formats, and single-serve solutions.

At the heart of Kimbo’s identity lies the Neapolitan Master Roasting, an authentic local tradition that resonates in every sip. It’s this hallmark that distinctly defines Kimbo’s unparalleled coffee legacy. 

Pioneering Quality, Transparency and Sustainability in the Global Coffee Landscape

In response to the global challenges witnessed in recent years, coffee consumers, like food enthusiasts in general, have grown increasingly sophisticated. This demand requires manufacturers to ensure high-quality standards and provide comprehensive information about their products, including details about their life cycle, production process, health implications, and sustainability features.

Competition within the industry has shifted towards these aspects, and Kimbo is actively contributing by adhering to the latest quality standards. Looking ahead to 2024, Kimbo plans to showcase the behind-the-scenes of coffee production in Naples, with a particular focus on local social sustainability.

Through the Lens of President Mario Rubino

“At Kimbo il Caffe di Napoli, we believe that coffee transcends mere craftsmanship and technique; it is a social ritual. It serves as an excuse to share moments of pleasure and conversation with friends, reminding us that life’s true essence lies in appreciating the little things. Our mission at KIMBO is to transform this seemingly ordinary moment into something extraordinarily special.”

“Since the establishment of our company as Caffè Kimbo in Naples, Italy, we have dedicated our efforts not only to integrate this unique beverage into the daily Neapolitan routine but also to bring it into homes worldwide. Kimbo Coffee, USA proudly upholds this tradition, representing Kimbo il Caffè di Napoli in the USA.”

“Embracing creativity and passion, initially in beans and ground coffee, and later in single-serve options, our commitment is to provide coffee of excellent quality and unmistakable flavor, rooted in the finest Neapolitan tradition. Offering a diverse range of products to meet the unique demands of consumers, we aim to spread the culture of espresso globally. This mission has been the guiding force for Caffè Kimbo over the last 60 years,” extols the President.

Road Ahead

“We have always invested in research, and today we believe more than ever in the necessity of spreading a true coffee culture, similar to the longstanding efforts made in the world of the wine industry. For this reason, in December 2023, we opened our new Training Center, where, through the skills and expertise of our coffee experts, we will promote Neapolitan coffee culture.”

“Our ambition is to stay true to its Neapolitan heritage while exploring new trends to uncover innovative solutions that can rejuvenate and elevate the coffee experience. The Rubino family’s innate openness to the world is a constant, and 2024 is set to witness new product launches and a revitalized brand positioning,” concludes Mario Rubino.

“At Kimbo il Caffe di Napoli, we believe that coffee transcends mere craftsmanship and technique; it is a social ritual. It serves as an excuse to share moments of pleasure and conversation with friends, reminding us that life’s true essence lies in appreciating the little things.”