The Business Year

Nuno Moínhos Country Manager Angonabeiro

ANGOLA - Agriculture

Nuno Moínhos

Country Manager, Angonabeiro


With a degree in Business Administration and Management from the Portuguese Catholic University of Porto, he developed his career within the FMCG in Portugal (Unicer; Sogrape; Sociedade Central de Cervejas) and Angola (Refriango and Castel Group). His experience includes leading the sales and trade marketing area of the Companies he has worked for, leading teams of direct sales, distributors, wholesalers, and modern distribution in its Cash’n’Carry and Hyper and Supermarkets components. In Angola it also developed Auto Sales teams in informal markets. He is currently General Director of Angonabeiro—an Angolan company belonging to the Nabeiro Group—operating mainly in the so-called “coffee line“, but also in the representation of consumer goods brands well known to Angolan Consumers.

“We still have a lot of ground to cover to dispel the myth about coffee consumption in Angola, but the return was excellent this year, and we had some great consumer feedback.”
TBY talks to Nuno Moínhos, Country Manager of Angonabeiro, about coffee, other product categories, and the future of the company in Angola.
Your plan in 2021 was to change the mindset of the Angolan consumer with your campaign “Coffee is Angola’s new beat.” What has been the outcome of the “Café, a Nova Batida de Angola” campaign in the market?

We still have a lot of ground to cover to dispel the myth about coffee consumption in Angola, but the return was excellent this year, and we had some great consumer feedback. The consumption of coffee is growing, we are still increasing our sales in coffee and the feedback is great. The campaign in 2022 is to raise our visibility, but we are still in beginning with this. We have been insisting for years that coffee is a natural antioxidant, offering several benefits for human health; however, in Angola, consumption is connected to past negative perceptions, not only about the heart rate, but also about headaches and harmfulness during pregnancy, for example. It is a natural antioxidant, it focuses you, it helps you during exercise and when recovering energy. The feedback on this front, over the past year, has been excellent.

Angonabeiro is preparing the production of Angolan coffee capsules. Could you elaborate on that?

We started roasting Angolan coffee in 2001 under the brand Ginga, and we are now pursing an expansion. We have started to finalize the installation of our capsule machinery, the first one in the market. We have a team from Portugal here with us, putting everything together, so we can start and then expand our coffee business, not only in the traditional way of drinking, but with the capsules from which we drink of our coffee.

Angonabeiro is a multi-category company present in several product categories. What have been its the milestones within the wine, olive, and milk sectors?

Our origin is coffee, but we have expanded in recent years, and today have several brands in the group, including olive oil and wines from our wine cellar in Alentejo, Adega Mayor. The wines are selling well in Angola, and during the pandemic, we also expanded our business to other categories, not only from brands of the group, but also representing internationally known names. We expanded first to distributing brands in the food segment and later in non-food categories. We are always looking for opportunities within brands that make sense, and that have scalability. We are beginning next year with a new line of coffee-based products.

Are you prepared to become the principal coffee distributor in sub-Saharan Africa?

We are present with our own installations in Angola alone, and in other countries are local distributors directly from Portugal. We aim with Angolan operation not only to export Angolan coffee to Africa, but to the wider world. Angolan coffee is well known for its particular qualities. We want first to develop coffee production in Angola, stimulating production by buying all the coffee that we can and supplying it to the world is our goal.

The Angolan National Institute of Coffee (INCA) is looking in the right direction in supporting farmers. Are their initiatives helping the sector to grow?

The INCA is essential to the development of the coffee agriculture in Angola, mainly through educating farmers to better take advantage of the land, to sow the right plants, and know which variety in each area is adequate for pollination. They are helping the farmer increase not only production, but also the quality of coffee produced, which is essential to develop the local coffee business.

How do you see future of Angola’s coffee sector?

It needs to engage with new young people. They must be involved from farming to consumption. We have engaged in sponsorship activity, including that of an exhibition of local artists to bring the culture of coffee to the local mindset. We just need to find a way to push through the perception barrier and capture a younger market.

What is the future of Angonabeiro in the country?

The future of Angonabeiro is solid. Our future involves further sustainable growth and simulating the production of coffee. The latest step, a move to put our expertise in capsule form, confirms that innovation is in our hearts and proper the way to proceed.



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