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Nice, 1934, a small coffee roastery took form at the heart of the town : Malongo Café. After the war, the brand took up position on the airwaves. A radio series, La pastrouil de Tante Victorine, contributed to the regional reputation of the brand. Sales climbed in the surrounding 100 km, with annual production reaching 40 tons.
Start of Malongo brand
In 1952, the Compagnie Méditerranéenne des Cafés Malongo was born. The leading coffee roaster in the Alpes-Maritimes region, Malongo now sold its products throughout south-east France. Outlets opened in Marseille, Toulon and Aubagne. Its reputation was based on four products: l’Express, in its green packaging, the Goût Italien (Italian taste), in its purple packaging, the Goût Français (French taste) in its yellow packaging and Decaffeinated coffee in its pink packaging.
First roaster in the Alpes Maritimes
In 1962, at the initiative of its directors, Mr Fulconis and Mr Liprandi, the company tested out an audacious innovation: vacuum packed metal cans. However, consumers were not yet ready for this new approach. Sales fell. Turnover only returned to former levels two years later.
Vacuum-packed coffee
In 1968, the company took a new route. Mr Hugo Rombouts purchased the firm and boosted development. This was the starting point for the conquest of the hotel and catering market.
Purchase by M. Hugo Rombouts
1980 The success of the Pure Origins In 1980, the plant transferred to the route de Turin in the industrial area of Carros. Central management was entrusted to Mr Jean-Pierre Blanc. The 1980s were a tough time. Coffee prices were high, but the company preferred to keep its product prices stable.Success finally returned to the agenda with the launch of the single-origin, Grande Réserve and Suprêmo coffee cans. In Cannes and Nice, Malongo opened its first tasting boutiques and launched an ambitious research project in parallel: pod machines.
The success of the Pure Origins
1992 was a decisive year. In Mexico, Jean-Pierre Blanc met Padre van der Hoff, the founder of fair trade. Malongo henceforth worked with small growers and launched long-term investment in this field.
The beginning of the fair trade adventure
In 1995, Malongo organised the first Young Coffee Professional Contest. This reflected its intention to develop coffee training in catering schools.
Coffee training
Despite a struggling French market, growth was continuous in the 2000. The keys to success? The growing popularity of pod machines and Max Havelaar label coffee, and the marketing of a very wide range of quality coffees.
Continuous growth
CICADES opened its doors in Mexico in 2012 following on from a partnership between Chapingo university, the Ocozaca growers cooperative, and Malongo. This centre can offer training and research options which are unique worldwide, focusing on intensive organic farming techniques. Their motto is: “Nadie sabe todo, todos sabemos algo” (Nobody knows everything, everybody knows something).
CICADES OPENS ITS DOORS
Launch of the EK’OH espresso machine, a low-cost, eco-responsible, recyclable and repairable machine produced in France.
EK’OH launch
Five organic and fair trade Malongo coffees were elected Flavour of the year (Saveur de l’année) in 2017. Ground coffees: La Tierra, Déca Aqua, Purs Matins Coffee beans: La Tierra, Déca Aqua This award is intended to reflect Malongo’s commitment to quality, protecting the environment and respecting its teams. Taste wins it all!
ELECTED FLAVOUR OF THE YEAR IN 2017
Two Malongo Barista workshops have opened in the centre of Manilla, the capital city of the Phillipines. The first-ever Malongo boutiques to open abroad will allow the brand to share its values and expertise even further afield.
NEW FRANCHISE OUTLETS OPEN IN THE PHILIPPINES
