Coffee Boom Shakes up the Specialty Coffee Scene in Italy
For International Coffee Day on October 1, doors of coffee shops, coffee roasters, and training centers were opened throughout Italy for an amazing new event: Coffee Boom. Businesses welcomed the public with masterclasses, coffee tasting, and educational activities, aiming to “detonate” a new passion for good coffee by sharing a slice of their world with the curious Italian community.
"It’s a revolution that can only happen thanks to a united and cohesive community, eager to offer the Italian consumer the best coffee possible and sharing the tools to appreciate and choose it consciously,” adds SCA Italy, who organized the event with the support of the Italian Exhibition Group – SIGEP. SCA Italy and SIGEP brought together over 50 leading companies, including many major brands as well as small local businesses who joined the first edition of the project with palpable energy.
Photo by @chiara_bergonzi
Coffee may be a cultural mainstay in Italy, but enduring myths about coffee and its quality are arguably as famous as the drink itself. Coffee Boom was created to reacquaint the Italian community with its most traditional beverage and provide them with the tools to recognize and appreciate its quality, beyond clichés and misconceptions. And by shining a light on the specialty coffee world and its production chain, still largely unknown and underappreciated in Italy, Coffee Boom hoped to help the public to rediscover the beverage for which the country is known.
The explosive event featured in a whopping 50+ locations nationally, raising awareness and changing the way consumers understand and experience specialty coffee. The open day followed a full schedule of free educational activities devised by SCA members and Authorized SCA Trainers (ASTs) to effectively capture the essence of specialty coffee culture and show consumers everything that goes into delivering that perfect cup of coffee to their hands. ASTs around the country taught masterclasses on the world of specialty coffee and its supply chain, also introducing further education opportunities offered by the SCA. Meanwhile specialty coffee shops and roasteries hosted their own educational activities such as live shows and coffee tastings.
Congratulations to SCA Italy, and all of the amazing businesses and training centers who got involved in Coffee Boom! Learn more about the event, or keep an eye out for future events, on the Coffee Boom website. And check out some photos from the event below!
