Massimo Zanetti Beverage USA Promotes Matthew Smith to President Role

Massimo Zanetti Beverage USA promoted Matthew Smith to president on March 12, effective immediately, placing the former head of sales and marketing in charge of all commercial, operational and organizational priorities across the Suffolk, Virginia-based company's U.S. business.

Smith steps into the role alongside CEO Scott Meader, who described the move in terms that left little ambiguity about the internal regard for Smith's tenure. "Matthew has been a transformative force within our organization," Meader said in the company's announcement. Smith, for his part, framed the moment as one of momentum rather than transition: "We have a strong foundation, iconic brands and tremendous opportunities ahead. I look forward to continuing to work alongside our teams and partners to drive sustainable growth, strengthen our customer relationships, and unlock the full potential of our portfolio."

As senior vice president of sales and marketing, Smith modernized MZB-USA's commercial organization, strengthened customer partnerships, and drove volume and distribution gains across retail, foodservice, mass, club and e-commerce channels. He also improved planning and coordination across sales, marketing and revenue management, according to the company. Before joining MZB-USA, he spent more than a decade at Voss Water, rising to vice president of sales and expanding the brand's national footprint across multiple distribution channels. Prior to that, he held leadership roles at Republic National Distributing Company, Frito-Lay and Nestlé Waters, accumulating what the company describes as more than 25 years of experience in the beverage and consumer packaged goods industries.

MZB-USA is the North American operating unit of Italy-based Massimo Zanetti Beverage Group, and its portfolio spans some of the most recognizable names in the coffee aisle: Chock full o'Nuts, Hills Bros., MJB, Chase & Sanborn, Segafredo Zanetti and Kauai Coffee. The company describes itself as one of the largest private-label coffee providers in North America, with roasting facilities in Suffolk and Moonachie, New Jersey, plus four distribution hubs. It also licenses Segafredo Zanetti Espresso Cafés throughout North America and, perhaps most distinctively, operates what it calls the largest coffee farm in the U.S. on the island of Kauai, Hawaii.

That Kauai operation is where the appointment lands with particular weight. Kauai Coffee issued WARN notices affecting 141 workers in January, with potential layoffs initially flagged to begin March 14. Those layoffs have since been rescheduled to start April 18, after MZB-USA and landowner Brue Baukol Capital Partners extended negotiations over the property. The farm also operates a roastery and visitor center on the island, making it both a production asset and a consumer-facing landmark.

Smith has been tasked with strengthening MZB-USA's core brands while scaling new platforms and driving deeper customer and consumer engagement, according to the company. In the Hampton Roads business community, the promotion carries additional significance: MZB-USA is a key user of the Port of Virginia, and the Hampton Roads Chamber has noted the company's role as a vital employer in the region, operating one of the nation's largest coffee roasting facilities in Suffolk as it scales what the chamber called its "crop-to-cup" model nationally.