When you think about thewaterfall in Horeca, we think about what to drink and the same thing happens, for most people, when we talk about Brita. Of course, Brita Italia immediately brings to mind its famous one filter jug but there is much, much more behind it.
In fact, the company deals with great attention to B2B market where, of course, with i dispenser, is able to provide excellent water in glass bottles. But not only that: in the water sector it also means coffee and ice, therefore mixology. One of the unstoppable trends of recent years.
But the applications of “better” water can be truly infinite and applied to every aspect of the food sector. He explains it to us in detail Elena Scordamagliawater sommelier and B2B Marketing Manager of Brita Italy.
Interview with Elena Scordamaglia, Marketing Manager B2B Brita Italia
When do you represent the B2B sector for Brita in Italy?
For Brita Italia the B2B segment, which includes the world of Professional Filters and Water Dispensers, represents approximately 40% of turnover. It is an important market that allows us to affirm our global leadership in the field of water filtration. But also to bring our Vision to the world “We will change people’s habits in drinking water in a sustainable way”.
Filters, dispensers… what exactly are the main applications of Brita filters in the Horeca sector?
Brita’s mission is to offer everyone the best possible drinking water experience tailored to their individual needs. An objective that is expressed perfectly in our B2B channels which cover bars, cafes and bakeries with professional filters. But also automatic distribution, catering and fine dining. And then, with the Water Dispensers, the whole world of the hotel industry, as well as haute cuisine.
Regarding the coffee shop: what type of filters are used?
Depending on the mains water we are able to offer a tailor-made water recipe for optimal coffee extraction. Mainly the solutions used for the coffee world work with filtration technology capable of intervening on the reduction of limestone or chalk. We also have filters that work in demineralization suitable for problematic and corrosive water. Depending on the type of incoming water, the preparation method and the coffee used we can offer ad hoc water thanks also to the possibility of bypass setting of the filter head. All our filters, unlike traditional softeners, ensure the filtration of chlorine and organic compounds, which are particularly negative elements in interaction with coffee. They are because they are oxidizing (they whiten the cream and create an astringent mouthfeel) and cause foreign flavors and odors in the cup.
What are the major benefits that result?
Water is the main ingredient of coffee. Just think that its percentage in the cup exceeds 95% in the case of an espresso, up to 98% in the case of a filter coffee. Using custom-made Brita filtered water allows you to achieve the perfect balance between acidity, bitterness and sweetness. Water also has a great influence on the body, color of the cream and aroma of the coffee.
And in mixology?
If previously the percentages exceeded 90%, when talking about ice the presence of water is, naturally, 100%. Ice in mixology is no longer just a cooler or an ornament of the cocktail, but becomes an ingredient in all respects. Among the most important. To obtain perfect ice it is necessary to remove all elements that can alter its visual appearance, such as limescale deposits that make the cubes white or grey. As well as substances that can alter the smell such as chlorine, micro metals and organic compounds.
What feedback do you have from operators?
The new generations of professionals are increasingly attentive to research in their work. We are therefore seeing great use of Brita filter solutions, as they guarantee quality, safety, efficiency and sustainability. We are talking about systems that do not waste water, allow us to reduce energy costs and, once used up, are recycled.
Have you ever thought about Brita filter jugs as a catering tool?
The iconic Brita filter jug is our flagship that remains dedicated to the home market. As far as catering is concerned, operators are moving towards our Water Dispenser solutions with glass bottles to be increasingly economically and ecologically sustainable. In fact, these are systems that allow us to eliminate the use of disposable plastic and create efficiency in the logistics and storage of the premises. They thus guarantee good water, always available and in different configurations: still, semi-effervescent and sparkling.
