Assaggia is an Australian-based importer and distributor of premium Italian products, specializing in gourmet coffee, artisanal food, and select lifestyle goods. Headquartered in Docklands, Melbourne, Assaggia has positioned itself as a key player in introducing authentic Italian experiences to Australian consumers, both through retail and wholesale channels. The company is the official Australian distributor for globally renowned coffee brand Caffè Borbone, alongside a curated selection of culinary and fragrance products.
Core Business
Assaggia’s operations span multiple business lines:
- Exclusive Import and Distribution of Italian coffee, particularly Caffè Borbone.
- Gourmet Food Retail through their e-commerce platform and select stockists.
- Wholesale Supply to hospitality businesses, specialty grocers, and retailers.
- Brand Representation for premium Italian labels in Australia.
The company combines digital retail with B2B sales to provide widespread access to Italy’s most beloved coffee and food products.
Product Portfolio
Assaggia offers a carefully curated range of Italian imports:
-
Coffee (Caffè Borbone):
- Caffè Borbone Crema Superiore Blend Coffee Beans
- Caffè Borbone Espresso Intenso 1kg Coffee Beans
- Caffè Borbone Nespresso-Compatible Pods (Arabica, Blu, Oro blends)
-
Tea:
- Nescafe Dolce Gusto Compatible Lemon Tea Capsules
-
Artisanal Food:
- Easy 'Nduja – Nduja Sac A Poche (spicy, spreadable salami in squeeze packs)
-
Fragrances:
- Select scents from Eolie Parfums (luxury Mediterranean fragrance brand)
These products are available for purchase through their own e-commerce website and through aligned café and gourmet retail partners.
Specialisation and USP
Assaggia’s unique value proposition lies in:
- Exclusive Australian partnership with Caffè Borbone, one of Italy’s top-selling coffee brands.
- Focus on authentic, hard-to-source Italian products, such as Easy 'Nduja and boutique Mediterranean fragrances.
- Integrated branding experience, with packaging, customer education, and product storytelling tailored for Australian consumers.
- Multi-channel reach, combining online retail, physical distribution, and event activation.
Their offering appeals to a growing Australian market seeking authentic international taste experiences with minimal compromise on quality or convenience.
Financial and Market Footprint
While Assaggia’s financials are privately held, notable market indicators include:
- Consistent online store activity with seasonal promotions and bundle deals.
- Engaged social media presence driving product visibility and customer education.
- Growing wholesale partnerships, particularly in Victoria and New South Wales.
Caffè Borbone is a major market player in Italy and Europe. Its strategic introduction into Australia via Assaggia has captured the attention of consumers seeking premium Italian espresso with convenience and affordability.
International Shipments
Assaggia imports all Caffè Borbone products directly from Italy:
- Products are shipped in compliance with Australian food import regulations.
- Assaggia manages container-level imports and local distribution logistics.
- Warehousing and inventory management in Melbourne supports B2B and D2C operations.
Caffè Borbone itself produces over 800 million pods annually, suggesting scalable supply to meet Australian demand as the brand gains momentum.
Target Market
Assaggia serves both retail and trade clients:
- Coffee Lovers and Home Baristas seeking European-style coffee.
- Cafés and Espresso Bars adopting Caffè Borbone beans or pods.
- Italian Grocers and Specialty Retailers offering niche gourmet foods.
- Gift Buyers and Lifestyle Consumers exploring Mediterranean lifestyle products like fragrances.
Their branding and packaging resonate strongly with young professionals and urban food enthusiasts.
Capabilities
- E-commerce Fulfillment with Australia-wide delivery.
- Wholesale Distribution Network focused on cafés, delis, and foodservice.
- Product Education and Sampling Programs to drive adoption.
- Customised Retail Displays and POS Materials for B2B partners.
- Responsive customer service and bilingual product support.
Certifications & Compliance
- Imported food products meet FSANZ and DAFF regulations for food safety and labeling.
- Coffee products are compliant with food-grade packaging standards.
- E-commerce and wholesale practices are aligned with Australian Consumer Law.
Customer Testimonials
Online reviews and social engagement show positive sentiment:
- “Caffè Borbone is the best espresso I’ve had outside Italy.” – Verified Buyer
- “Super quick delivery and beautifully packed.” – Melbourne Customer
- “Love the nduja—easy to use and incredibly flavorful.” – Gourmet Food Reviewer
Major Achievements
- Sole distributor of Caffè Borbone in Australia, an Italian brand with over 25% market share in Italy’s pod coffee sector.
- Successfully launched multi-product Italian retail range, blending coffee, food, and fragrance into a lifestyle experience.
- Rapid growth of digital presence and e-commerce performance through assaggia.com.au and SquareSpace storefront.
- Featured in Melbourne’s coffee and food community for promoting authentic, high-quality imports.
Assaggia continues to build its identity as a trusted ambassador for Italian excellence in Australia, blending heritage, taste, and modern convenience through a thoughtfully curated product range.
