Cristina Scocchia, at the helm of Illycaffè since 2022, reflects on a tumultuous weekend spent analyzing news regarding new tariffs and raw material price increases. She describes the situation as being akin to a captain navigating through a double storm, with looming threats of additional tariffs alongside the surge in raw material costs which only began to ease after a significant delay of 12 months. These challenges arise in the wake of the reciprocal tariffs imposed during the recent Liberation Day.

Scocchia highlights that the coffee industry is facing considerable pressure, not just from the immediate effects of tariffs but also from the long-term impact of fluctuating material expenses that affect pricing and operations. This environment has made the reimbursement process difficult, indicating a complex financial landscape for companies in the coffee sector. As they navigate this dual storm, it raises questions about the sustainability of pricing strategies and the overall health of the industry moving forward.

As Illycaffè reassesses its operations and financial strategies in this climate, the broader implications for the industry may lead to potential shifts in consumer prices and availability of products. Scocchia's remarks underscore the interconnectedness of global trade policies and local business operations, emphasizing the need for robust planning and adaptability in an unpredictable market.