WHY THIS BLOG
In the last twenty years the Italian coffee way, espresso, cappuccino, latte macchiato and so on, has become so famous in every corner of the world. We can find coffee shop with “cappuccino” written outside everywhere, from San Francisco to Tokyo passing from Trondheim!
Yet this great growth of consumption is not supported by an equivalent growth in culture of coffee.
So happens that we end up thinking (even in Italy) that the best coffee brand is the one that screams stronger in advertising and that the coffee is like a soft drink that just need to be open to find always the same quality, and don’t mind about preparation, about how to grind coffee, how to make the Espresso machine maintenance or about how to steam cappuccino.
So we end up thinking to achieve high-quality only in the large advertising of the major brands that want to take all the country’s market. In fact now the world we can find (mainly) only three brands of Italian coffee.
But the Italian coffee, like many other products around the world, often has its own higher quality productions in the small craft (you can put photos of the production?) Where the roasting is not machine controlled and where every bag of coffee is tested.
The culture is really important to learn how to distinguish the quality beyond the impositions of the market, learning how to taste espresso. And the culture is important also because even a good coffee blend is nothing if it is not properly prepared.
ABOUT US AND OUR COMPANY
The idea of this blog was born during a meeting in our company where we were discussing how to transmit the Italian coffee culture.
Me (Gabriele) and Michele feel ready to write this blog.
About me I have to say that among my duties there are: teaching in our coffee school Espresso Academy, be the trainer in the projects abroad of our company, follow the location, the feasibility studies and business plans for the opening of the franchise Chiaroscuro; too much work, always I say!
Michele is the expert of communication and new potential of the web. He’s young and ‘grunge’ as expected is a character so (but I know that I’m too old to understand)!
Our company: Mokaflor is a coffee roasting company that from Florence, Italy, carry Italian coffee blend to half of the world: Germany, Scandinavia, Japan, Ireland, Australia and so travelling. Mokaflor coffee can be found aboard of Lufthansa e Baltic airplane and even in the duty free of Cairo, in Egypt.
In addition to producing coffee, Mokaflor has opened and is running from more than 10 years the two coffee shop Chiaroscuro, located in the centre of Florence. Given the success of this model Chiaroscuro concept has been transformed into a concept, which has so far led to the opening of locations in Romania, Malta, Luxembourg, Latvia and Qatar.
As I said talking about me the company follows a school cafeteria, the Espresso Academy, where we have courses ranging from tasting coffee to latte art (or milk art).
Now this blog, another effort for Michele and me, Poor us!
Of course thanks to those who leads and supports this blog in (country and name)… .. without him this project would not have life.
LINKS:
MOKAFLOR: Site, Products, Youtube Channel, CoffeeMagazine
CHIAROSCURO: Site, Brochure, Wikipedia
CHIAROSCURO CONCEPT: Site, Facebook Group
ESPRESSO ACADEMY: Site
gabriele
