Author: Silvia Risitano

HostMilano is considered the international point of reference in the world of coffee. Once again this year Bazzara will participate in the renowned food&beverage sector fair to be held from 13 to 17 October 2023 in fieramilano (Rho) for its 43rd edition.

Always export oriented, so as to be classified as a leading company in exports for the year 2023 according to the renowned ranking drawn up and published by Il Sole 24 Ore and Statista – an independent German research institute, Bazzara will be present together with other big names in the sector with a dedicated stand in pavilion 22, aimed at the world of coffee.

At the fair it will be possible to taste the Dodicigrancru blend and the other coffees produced with rigorous artisanal methods by the historic roasting company, with the opportunity to touch the entire range first-hand, meet the team in person, old and new friends, customers and visitors from all over the world. Once again there will be the opportunity to personally meet the managers of the large companies that have been part of Bazzara’s history for over half a century and to “network” making them protagonists thanks to new communication formats that will be created at the fair.
Host is a unique opportunity for the company which has always addressed international markets with its high quality products, also undertaking to spread the culture of espresso coffee also through various editorial initiatives and the organization of events, such as the Trieste Coffee Experts, the summit created by the roasting company which will be held this year for its sixth edition on 25 and 26 November and which will be dedicated to innovation and sustainability in the world of coffee by bringing together important figures in the sector to discuss the future of the compartment. As usual, Bazzara, driven by the strength to disseminate the culture of quality coffee, will also give space within its stand to the books of the Bazzara Coffeebooks saga and to the Bazzara Academy, the first SCA Training Campus in Italy that offers training courses professionalizing.

In fact, we remind you that HostMilano is the biennial trade fair dedicated to the world of catering and hospitality worldwide with an in-depth look at the latest trends, technologies and innovations. An imposing layout divided into macro-areas to represent the entire HoReCa, food service, retail, large-scale distribution and hotel sectors. Inside, events of highly innovative and artistic content with the participation of great chefs, professionals from the world of coffee, but also masters of ice cream, chocolate and pastry. A unique exhibition concept that combines vertical specialization with supply chain affinities and offers an international cross-section of changes, consumption models and new hospitality formats to allow operators to direct their business and enhance international relations. An important opportunity for Bazzara which has always been involved in keeping up with the challenges offered by the market. There will be many innovations that will be presented by the roasting company during the international event, including many on the theme of research and development and other initiatives related to the culture of coffee.

Dodicigrancru is a blend that offers an extraordinary balance in the cup between 12 of the best Arabica coffees in the world in which floral fragrances melt harmoniously in delicious exotic sensations. A spicy aftertaste alternates with flavors that recall candied orange peel covered in dark chocolate.

Trieste is a tourist city that has always welcomed its visitors with excellent coffee to be tasted in its bars, in the evocative historic cafés and in the numerous roasteries present. A strong link that was celebrated by PromoTurismoFVG with the creation of a video to narrate the indissoluble link between the black elixir with this splendid border area and its people, shaping its customs and traditions since ancient times. A particular relationship that all Trieste feel and experience as a moment to dedicate to themselves, a moment of indispensable pleasure, an invaluable value that represents them and unites different cultures.

Coffee is the narrative voice in the storytelling of the video and, scrolling through the wonderful views of the city, it tells its bond with Trieste that has lasted for hundreds of years. The different ways of ordering a drink, the historic places and a widespread culture of the ritual of a tasteful break in the images of the video made by PromoTurismoFVG which also promotes some of the most exciting views of the capital of Friuli Venezia Giulia “I was born here, where the wisdom of distant traditions intertwine and the old meets the new. I owe a lot to this land because it has understood the best of my essence (…)”, the protagonist reveals himself amidst views of the wonderful Trieste coast and historic cafés.

Not just an energizing and heart-warming drink, coffee is much more, it is a symbol of Made in Italy and of the Italian lifestyle; it means value, culture, sharing and tradition. As can be seen from the video and as the narrator tells us, Trieste is in fact internationally recognized as the historic capital of espresso coffee. This recognition was won with effort and passion, in three centuries of coffee tradition carried out by an entire sector of the supply chain present in the city, always ready to innovate but lovingly preserving the ancient traditions.

Walking through the narrow streets and among the elegant historic cafes, it is very easy, even for a distracted tourist, to pleasantly come across the local coffee culture, in talks about the quality of the espresso served in the bars, but it is also possible to meet curious characters who, technicians of the matter, they professionally taste, analyze and make the blends. Trieste boasts an invaluable tradition which currently translates into a thriving coffee business. But it’s not just a question of data, but of culture, of city experience: the aroma of coffee can be breathed in the air, transported by the Bora. The culture of coffee really has distant roots, many opportunities for tourists who after a visit remember the city with pleasure thanks to the long tradition of Trieste coffee.

Trieste is in fact a city that has so much to offer and tourists have noticed this for some time. The increase in flows is constantly growing and the experiential aspect of the local cultural heritage is of particular interest: among these, the culture of Trieste coffee with its unmistakable “special coffees” is inevitable. “The city of Trieste has had a very close relationship with this drink for centuries – says Franco Bazzara, President of the homonymous Trieste roasting company -. This is why the Italians, and the people of Trieste in particular, are holders of a heritage that must be valued as a collective good”.

Bazzara, which has always supported the “network” between people and institutions, together with the Friuli Venezia Giulia Region has promoted Trieste as a “City of Coffee” also in support of the candidacy of the “Rite of Espresso Coffee” as intangible heritage of humanity for UNESCO. Companies and institutions do their part, which is why even today it is possible to support the candidacy with a simple signature through this link, a signature that also means promoting and supporting this wonderful city. “It is an opportunity that we cannot afford to miss – continues Franco Bazzara – and Trieste, the capital of coffee, will do its part because our city, this territory, is a scientific pole, it is sea, it is Barcolana, but it is also coffee . And coffee will contribute to the future development of the city, to its growth, without forgetting that coffee also contributes to the growth of tourism”.

“I always think that if tourism equals relaxation, or conviviality, or everyday life, then coffee always fits. I am sure that tourists recognize the cappuccino espresso as one of the symbols of the Bel Paese, and therefore look for it, to enjoy its benefits, and we know that if it is made to perfection with a quality blend… it is a small great moment of joy” concludes Franco Bazzara.

The video of the success registered during the presentation of the TCE preview thanks to important guests of the field coming from all over Italy. Key topic: sustainability.

The summit organised by Bazzara and dedicated to the coffee world will be finally live on its 6th edition at the end of November with a wide range of participants both national and international. Many companies have already joined and confirmed their presence as exclusive partners. An example, Clubhouse with Carlo Barbi, CEO and CDO of the company, this year again our partner as diamond sponsor. “Networking and creating a shared knowledge is a very difficult task in our country, Italy, where we can find 8000 municipalities. The Bazzara family, with the kindness and skills that characterise it, has been able to design over the years an event, the TCE, which involves the entire coffee industry through the participation of many renown names of the sector with the aim of creating a community able to make the entire sector grow. We are really pleased and honoured of having the opportunity to participate in this initiative since the very beginning”.

(FOTO: Cosimo Libardo, treasurer of the International Board of the Specialty Coffee Association on the occasion of the TCE Preview at the TriestEspresso Expo).

Bazzara is ready to present the Trieste Coffee Experts – TCE, the unique biennial summit which will come back at the end of 2023 with important news concerning especially the topics of sustainability and innovation. After the great success registered during the preview organised by the historical Trieste roasting company on the occasion of the TriestEspresso Expo, many partners have already joined the project.

This success was also thanks to the participation of the main Italian coffee sector representatives who took part in the opening event in October. Just to name some of them: Luigi Morello, President of the Italian Espresso Institute (IEI); Michele Cannone and Edoardo Cucco, Global Brand Director and Brand Manager of Lavazza; Massimo Renda, President of Caffè Borbone; Giuseppe Biffi, Digital Enterprise Siemens and Cosimo Libardo, Treasurer of the International Board of the Specialty Coffee Association.

“When you are a small company, how can you face the market? You have to start from the foundations, from the creation of a system of shared values which must be clear inside the company”, says Cosimo Libardo. “This means creating a clear identity. The system of values are more and more important and they represent a possibility for small and medium enterprises in the coffee field, if they work in a certain way and with a certain mindset”.

During the event, Giuseppe Biffi of Siemens also said, “We are putting ourselves in the game as far as sustainability is concerned. Our plants will be “0 impact” within 2030 and we already have done much. However, we also want to help our partners, our customers, the companies we work with”.

On the occasion of the preview the most current topics were dealt with, especially those concerning the entire coffee production system, with a specific focus on sustainability. It was an opportunity to think and to share which through dialogue allowed to identify the best way to face the challenges of the market and highlighted the need of “networking”: unite the strengths of the entire sector, support the exchange of knowledge and expertise to improve each professionalism. These are the objectives that Bazzara has been pursuing since always in its communication and culture divulgation job, uniting the powers of professionals and enthusiasts.

The preview of the TCE was a wonderful occasion not only to know and understand the clearer direction that the companies of this sector are going, with huge improvements and with environment and sustainability always in the foreground, but also it allowed a better knowledge and a media launch: many participating partners got a greater exposure for them and their logo thanks to the 360 degrees event presentation.

Mauro Bazzara, CEO of the company, underlined in his speech especially the need of a cultural change and a change of the business model which takes us from a linear pattern with a no limit extraction to the awareness of the need of a circular pattern which ideally freezes the extraction state at the minimum level needed. “Our reference point is the Agenda 2030. The purpose of our company can, thus, be summarised in the words Coffee for Pleasure, People & Planet. This means for us, also as a Benefit Society, not only offering a sustainable product but also being a sustainable company. Among our new goals of common benefit enlisted in our statute, indeed, some stand out, especially those concerning the compromise for the environment from different perspectives, the development of sustainable innovation practices and processes, the attention to have a positive impact on people and the will of supporting collaborations and synergies with all the stakeholders”.

The event Trieste Coffee Experts has always aimed at talking, understanding, gathering, discussing, contrasting, imagining, dreaming and thinking about… What can happen in the coffee system?

This is how we anticipate for the 6^th edition of the TCE 20 among the most well-known coffee experts: in an exclusive video realised by the company itself, available also on the Youtube channel and which collects the main ideas and the focus of the summit.

Here there are three short excerpts.

“The future of coffee is positive and extremely interesting. The main reasons for this are the new generations around the world who appreciate more and more this drink. There are new consumers who see coffee not only as a product, but as a lifestyle element”, Michele Cannone states, Global Brand Director of Lavazza and one of the many speakers.

Simone Marzoroli, Business Owner Coffee Tree, and Carlo Barbi, CEO and WOner of Clubhouse conclude, “in these years coffee has fully entered the food and beverage system. It is an invaluable heritage which we must safeguard”.

Many experts were present at the preview of the event which took place during the TriestEspresso Expo, international coffee exhibition. It was not only an occasion of reflection and debate to deal with the most current topics connected with the entire coffee system but also a moment to live thanks to workshops and conferences where through dialogue allowed to identifly the best ways to face the challenges of the market underlying the need of networking and supporting the exchange of knowledge and expertise to improve each other’s professionalism.

The event Trieste Coffee Experts is part of the hard work by the historical Trieste roasting company Bazzara, which has been promoting for years a 360° enhancement of high-quality coffee and of what turns around it, with the aim of giving value and promoting the culture of espresso coffee as an invaluable heritage symbol of Italy, the Bel Paese. Another reason to organise events like this is to support the creation of new synergies among the protagonists of Italian coffee. The main topic of this new edition, again live in November, will be innovation inevitably connected to the idea of sustainability, a paramount topic in a constantly changing world.