LA MARZOCCO – Towards the 19th Specialty Coffee Assosiation of America, Conferance & Exhibition (Scaa)

Interview with Guido Bernardinelli*

What are the origins of Scaa and what does it represent?

“It was established 19 years ago by the will of a small group of green coffee wholesalers, roasters and other Americans involved in the coffee industry who were aspiring to reintroduce coffee and in particular specialty coffee within the internal market.  The efforts lead to the expansion of coffee selection and the marketing of different coffee drinks in the U.S. and, as a result, strongly contributed to the education of consumers, who became more sophisticated and grew used to cappuccino and at times espresso coffee and other drinks throughout the Anglo communities and others throughout the world.  Scaa facilitated the reintroduction of quality, and as a consequence margins and profits grew at every level in the coffee industry.  Positive features, previously lost to the standardization of filtered coffee which had dominated the American market place for more than half a century and favoured high volume in place of price and quality, were gained”.

Why is Scaa’s Conference & Exhibit considered one of the most important events in the specialized espresso coffee industry, especially for those who work in the industry?

“Because no other meeting includes seminars, courses, marketing and social activities within its own program, linked to an itinerant tradeshow that seeks to bring its importance closer to the market by moving to a different city every year.  There are no other events that can boast so many initiatives aimed directly at every aspect involved in the coffee trade: from the bean to the cup.  Scaa is a great organization that works very well.  Moreover, by successfully promoting specialty coffee from its origin to the cup, SCAA represents a concrete service within the market place.  I believe it is possible to affirm that today, at nearly 20 years since its foundation, SCAA is the only organization at its level and of its type operating globally”.

Which initiatives has La Marzocco organized at SCAA’s Conference & Exhibit to celebrate its 80th anniversary and what projects does it have in mind for the World Barista Championship (WBC) in Tokyo as the sponsor of the machines to be used at the tournament?

“Celebrations began this year by publishing a book reserved for our clients and titled:  “La Marzocco 80th Anniversary Collection”, which represents a photographic journey witnessing the handmade production of machines since 1927.  At the SCAA Conference & Exhibit in Long Beach, California La Marzocco’s booth is called “La Marzocco 80th anniversary Lounge” where some of the most important vintage machines will be displayed (courtesy of Kent Bakke’s collection), each representing important moments in the history and evolution of La Marzocco.  Naturally, machines that are currently in production will be on display, in addition to 2 “concept” machines that anticipate the prototype stage and illustrate guidelines that may inspire future products by La Marzocco.  The environment of the booth itself is like a lounge, representing La Marzocco’s final client, a café where coffee and quality in the cup are treated very seriously.  Machines can be tried, images of our history can be observed and new gadgets and merchandise will be available.

La Marzocco will be sponsoring the World Barista Championship (WBC) again.  This year’s competition will take place at the end of July in Tokyo, with special edition espresso coffee machines marking this occasion and La Marzocco’s 80th anniversary.  We’re expecting a lot of enthusiasm by competitors in light of the large investment and important commitment on behalf of the WBC organization, in addition to an important boom in the world of quality coffee lovers.  Since the event is being held in Japan, it is evident that espresso, cappuccino and other specialty coffee drinks are appreciated throughout the world today.  In fact, there will be 55 countries sending their national champion to Tokyo, including a top Italian Barista”.

Why have you invested so much in the SCAA Conference & Exhibit in spite of alternative events, such as HOST in Milan?

“For a company that produces a high quality handmade product like La Marzocco, the evolving market, which has moved beyond the initial trend for espresso (such as the U.S. market, which represents one of the largest markets in the world today), offers an important occasion for those who can seize the opportunity.  La Marzocco is especially appreciated within the small niche at the top of the market pyramid, which is proportionally greater in the U.S.  Further, La Marzocco has played an important role in the U.S., especially at the level of the “new” market, the one made up of radical, high quality roasters as well as coffee shop chains.  It seems appropriate to bring La Marzocco’s inspiration and passion, in virtue of its 80 years, closer to American clients at the SCAA show, to Asiatic clients at the WBC and to the rest of the world at HOST in Milan (which in any case represents the most important event in the sector).  Finally, La Marzocco is historically closer to coffee than to the commercial restaurant sector and related events.  It is coffee that motivates our sector, therefore we will always be close to any event that is related to coffee, as long as it is professional”.

Does La Marzocco plan on continuing to direct its energies towards the American market even in the presence of the important economic growth in China and India?

“We expect a lot from sophisticated parts of China which include, as far as La Marzocco is concerned, the cities of Shanghai & Beijing.  As far as India is concerned, we are equally attentive to the evolution of the coffee culture there today, a factor that I would define as “incredible” when considering its history, culture and in particular, consumer habits and traditional tastes.
We realize, however, that our product, in light of the market position that it occupies, will affirm itself well in any new market when it can make the difference in respect to other brands, and for diverse reasons manage to export greater quantities of equipment at the beginning, creating the foundation for a top slot.  We are very happy to be part of the growth in China, in India and in any new market that we have the privilege to get to know.  La Marzocco (www.lamarzocco.com )should, in any case, also maintain and possibly gradually increase its market share even in consolidated markets”. 

Guido Bernardinelli*
Sales & Marketing Manager of La Marzocco – Handmade espresso coffee machines in Florence

Contact: guido@lamarzocco.com  +39 02 36534109; Website:  www.lamarzocco.com