To launch your own coffee brand in Italy, lock down compliance, supply, and channels in this order. Form your company, obtain a Partita IVA and EORI (if importing), file a SCIA with the SUAP, and register your food premises with the ASL and HACCP plan; join CONAI for packaging EPR and assign GS1 barcodes. Start lean with an Italian contract roaster (conto terzi) to develop SCA-scored profiles for espresso and filter; specify green origin, moisture 10–12%, Agtron color targets, water activity, and OTA testing, and insist on nitrogen-flushed, one-way-valve bags (250 g/1 kg). Decide SKUs by channel: whole bean/ground for HoReCa and e‑commerce; compatible capsules only if MOQ and tooling fit your cash flow. Label in Italian per EU 1169/2011 (name, net weight, ingredients, allergens, best‑before, storage, origin if claimed, lot, operator address), apply the correct VAT rate, and confirm MOCA compliance for packaging. Price using ex‑works cost, logistics, and trade terms (ex: 40–60% retail margin; slotting fees in GDO); secure a 3PL and cool, dry storage. Protect your brand via UIBM/EUIPO. Launch with barista training, cupping events, subscriptions, and HoReCa placements; scale via Amazon.it and marketplace partnerships while monitoring returns, COGS, and reorder cadence, and cash conversion cycle tracking.
