Massimo Zanetti Beverage USA Names Matthew Smith President Amid Strategic Growth Push
March 12 - 2026
Coffee Geography Magazine
Matthew Smith has been appointed President of Massimo Zanetti Beverage USA, a move that signals the company’s intent to accelerate its momentum in the competitive coffee and beverage landscape. Effective immediately, Smith transitions from his role as Senior Vice President of Sales & Marketing to take the helm of the organization’s strategic, commercial, and operational priorities across the United States.
Smith’s promotion comes on the heels of a period marked by significant transformation under his leadership. During his tenure as SVP, he was instrumental in modernizing the commercial structure of the business, which led to substantial gains in volume and distribution. By fortifying partnerships across retail, foodservice, and e-commerce channels, he helped solidify the company’s footprint in key markets. In his new capacity, Smith will partner closely with CEO Scott Meader to refine the company’s long-term vision, with a sharp focus on commercial excellence, innovation, and category leadership as the organization seeks to scale its national presence.
The appointment underscores a deliberate strategy to build on the foundation of the company’s rich portfolio. As one of the few vertically integrated coffee companies in the U.S., Massimo Zanetti Beverage USA boasts an impressive operational footprint that includes its headquarters and primary roasting facility in Suffolk, Virginia, as well as the largest coffee farm in the nation on Kauai, Hawaii. The company’s stable of iconic brands—ranging from Segafredo Zanetti and Chock full o’Nuts to Hills Bros. and Kauai Coffee—positions it uniquely across both in-home and away-from-home channels, and Smith’s leadership is expected to drive deeper consumer engagement while strengthening its core offerings.
CEO Scott Meader praised Smith’s impact on the organization, noting that his strategic vision and proven track record make him the natural choice to guide the company through its next chapter. Meader highlighted Smith’s ability to solidify operations while delivering meaningful performance gains, attributes that will be critical as the business looks to unlock new growth platforms and enhance customer relationships.
With more than 25 years of experience spanning the beverage and consumer packaged goods sectors, Smith brings a wealth of industry knowledge to the role. His career includes pivotal leadership positions at VOSS Water, where he accelerated the brand’s North American growth, as well as tenures at RNDC, Frito-Lay, and Nestlé Waters. Since joining Massimo Zanetti, he has already reshaped the sales organization, elevated cross-functional collaboration, and advanced portfolio initiatives that have increased household penetration.
Smith expressed enthusiasm for the opportunity, emphasizing the strength of the company’s foundation and the potential that lies ahead. He looks forward to working alongside the team and partners to drive sustainable growth and fully realize the potential of the company’s diverse portfolio, ensuring that Massimo Zanetti Beverage USA remains a dominant force from crop to cup.