Issue link: https://maltatoday.uberflip.com/i/1037099
| SUNDAY • 7 OCTOBER 2018 maltatoday 19 COMMERCIAL history and an even brighter future the family but also one for the whole country," Bugeja says. He says that every day he is amazed at how many foreign- ers say they knew of Caffe Cor- dina before even stepping on the island. "The family has always been committed to building a busi- ness that the whole country could be proud of," he says. "Every day we strive to achieve that vision." That effort also involved a broad rebranding exercise in the past 18 months, particu- larly in preparation of Valletta becoming the European capital of culture for 2018. The rebranding did not mere- ly involve changing the logo, but also a total redesign of all the company's branded mate- rial, with an emphasis to retain the heritage feel yet conceiving a contemporary identity. The Caffe Cordina presence on Pjazza Regina also under- went a major overhaul. "Our vision was to have a state-of-the-art open air cater- ing area in the square," Bugeja explains. "That included up- grading all the furniture and décor, making the space more amenable and comfortable." But it was much more than that. In what is probably a first for Malta, Caffe Cordina took upon itself – and at no small cost – the complete regenera- tion of Pjazza Regina, making it entirely cable- and clutter-free. The project found the official backing of all entities involved and it was completed on sched- ule and to plan. Caffe Cordina now organises regular music events in the square, featuring top-tier local talent. "That does not mean that we can now sit back and relax," Bugeja says. "We are always aiming higher and trying to raise the bar, for ourselves, for the industry, but also for what our brand can mean to our country. Looking around, we see many good business pro- jects evolving and we there- fore strive to make ourselves better." An expansion of the compa- ny's logistics base seems to be in the making, providing a larger factory and kitchen to allow the company to continue expand- ing its product and service line. Taking the brand abroad also seems like a logical next step but Bugeja and the Cor- dina family are tight-lipped about what plans exist along those lines. Now, as 2019 looms closer, Caffe Cordina is gearing up to celebrate 75 years at its present location in Valletta. "Every day, we do not merely sell products, but we promote our brand, the brand that is Caffe Cordina, but also brand Malta, as more and more tour- ists choose to take some of our products – as well as their fa- vourable experience of our ser- vices – back home with them," Bugeja says. "Exporting our brand, di- rectly or indirectly, is a crucial element of our business ethos. We continue wanting to make Malta proud, because we are as much about Malta as we are Caffe Cordina." "Exporting our brand, directly or indirectly, is a crucial element of our business ethos. We continue wanting to make Malta proud, because we are as much about Malta as we are Caffe Cordina" Cilio Bugeja Caffe Cordina CEO Caffe Cordina products are the best-selling item in the MIA departures lounge