Delta aims to be among the 10 largest coffee brands in the world
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At 42, Rui Miguel Nabeiro took over leadership of Grupo Nabeiro – Delta Cafés with the mission of preserving the legacy of his grandfather, Commander Rui Nabeiro, and planning the brand's national expansion into the future. "I didn't take over my grandfather's legacy or place," says the CEO, emphasizing that the responsibility is shared by the entire team. "I'm just the one who provides guidance from time to time."
Tradition remains the foundation of the brand born in Campo Maior, but innovation is the engine of growth. In 2024, the group once again surprised the market by launching plant-based snacks and investing in ice cream, proving that there's more to life than just coffee. "We have a culture of innovation that deeply involves people in the process," explains Rui Miguel Nabeiro, referring not only to the brand but also to the Delta Mind Lab program, in which employees, who so desire, present ideas in seven-minute pitches .
An example of this is the RISE system, a machine that brews coffee "backwards," born from the creativity of a company engineer and designed by renowned designer Philippe Starck. "When you see the coffee rising, the first impression is always 'wow.' That was exactly my reaction," says the CEO, who reveals that the machine has been well-received in the market segment it targets, although the challenge is to democratize this technology so that the pleasure of brewing coffee backwards can reach a greater number of users.
Internationally, Delta currently operates in over 40 countries. France, Spain, Luxembourg, and Angola are, however, its strategic markets. "Our main objective is to continue growing. We aspire to reach the top 10 coffee brands globally," explains Rui Miguel Nabeiro. In other parts of the world, such as the US and China, the brand is focusing on gaining notoriety. "Today, we clearly communicate Portuguese identity everywhere," he states, emphasizing pride in its origins.
Sustainability is another pillar of the strategy. The group leads the International Coffee Partners consortium and develops projects in Angola, Cape Verde, and the Azores. "We don't just want to provide the fish, but the sugarcane," says the CEO, who emphasizes the social and environmental impact of these initiatives. "The project in Angola is fascinating: widowed women who managed to turn their lives around, who are now entrepreneurs, and make their living from coffee."
Furthermore, Delta Ventures – the Group's investment arm – supports startups that share its vision. The first startup supported was Nãm Mushroom, which produces mushrooms from coffee grounds, but the focus on diversification didn't stop there. Today, Delta Cafés offers healthy food through plant-based Unboring Snacks and vegan ice cream – Swee, guilt-free ice cream – without sugar, milk, or cream. The idea, reveals Rui Miguel Nabeiro, is to diversify without losing its identity. "We live in a time when competitors emerge from where we least expect them. We have to be vigilant both inside and outside the home," he says.
When asked where he'd like to see Delta Cafés in 2030, the CEO has no doubts. "I envision a group that's increasingly international, but where people still enjoy being there." His personal goal, which he'd like to achieve within a decade, is also clear: "I want to make Delta one of the top 10 coffee brands."
And if you could go back and give yourself one piece of advice? "Be cautious, but don't be afraid to take risks. Not everything always goes well, but only through failures do opportunities arise."
Delta thus remains true to its origins, but unafraid of the future, "always with one foot firmly planted on the ground and the other always ready to move forward," as Commander Rui Nabeiro would say. A principle that guided his grandfather's life and now inspires his grandson.
Jornal Sol
