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The
story of Italian espresso begins in Reggio
Calabria. November 1949. Near the port of
Reggio Calabria, Demetrio Mauro installs a
second-hand, 20-liter-capacity roasting
machine in a warehouse at via Florio n. 101
and founds "Mauro Caffe`". During those
difficult post-war years, capital was
virtually nonexistent in this historically
depressed region.
 Demetrio Mauro, however,
was rich with tenacity, intiative and
courage. Over time, he had surmounted many
hardships, starting from childhood when his
vision was seriously impaired following a
severe case of conjunctivitis. Demetrio
Mauro would not be held bach. He worked
tirelessly with his family pursuite of a
dream that in only a few years would become
reality. This positive attitude injected
dynamism into his business efforts, enabling
him to shake off the historic and local
constraints of his beloved Reggio and
create an industrial-scale enterprise. This
"self-made man", as he was referred to, was
the first to think of packaging coffee
(until then sold loosely) under his own
trademark. With the help of relatives and
employees, whom he preferred to call
"my
collaborators", he rapidily increased
company productivity from just 3 quintals
per day of roasted coffee in 1952, to 15
 quintals per day in 1957. the market,
however demanded more. By 1958, the old
warehouse has been abandoned and production
moved to via Borrace in a space measuring
10,00 square meters. There Demetrio Mauro
joined by his there sons, Domenico, Pasquale
and Antonio, had his first factory built: a
concrete structure standing four stories
tall. This important step marked the start
of a new entrepreneurial period. Just two
years later it was necessary to expand the
original structure with construction and
equipment that occupied 5000 square meters
of surface area and was able to produce 300
quintals per day of the various top quality
blends. Quality was guaranteed by specially
compartmented silos for storing raw and
roasted coffee beans, processing units with
centralized planning stations, and cleaning, weighilg, roasting, selecting, blending and
packaging machines that ensured meticulous
higenic standards. By 1986, the third
generation of the Mauro family began to take
an active part in the business and the
commercial offices in Milan were opened.
This was done to be closer to the
advertising market and the large centers of
organized distribution, today a mayor
channel that Mauro was among the first in
the sector to take advantage of. As evidence
of its ongoing investments, in 1997 Mauro
Caffe` is inaugurating one of Europe's most
modern completely automated plants. Yet what
really makes this company unique is its
appreciation of its many customers, who each
day discover the incomparable flavour of the
most revered tradition of Italian espresso
in every sip of Caffe` Mauro.
Constant
dedication to quality at each step of the
production process and steadfast
determination to grow and embrace innovation
have made Mauro Caffe` a consummately Italian
corporate success recognized throughout the
world. It is solidly established in the
 European common market and beyond with a
structure active in all distribution
channels (including stores, cafes, and
restaurants), an extensive sales network in
Italy an overseas, and its own affiliate in
Germany, Caffe` Mauro Deutschland GmbH. For
the last few years, the company also has
achieved excellent results as co-packer for
the large organized distribution chains. |
