It’s Founder Friday! Leaving a legacy and making an impact on the industry is something we all want for our businesses. Few companies get to the place where they can say they have not only achieved this but done so it a way that stays true to their values and traditions, while also artfully evolving with the changing landscape of coffee. Mr. Espresso in Oakland, CA is one such company.
Established in 1978 and now celebrating 45 years in business, Mr. Espresso is a specialty coffee roasting company that has stayed true to the Italian coffee culture and roots of founder Carlo Di Ruocco while embracing innovation to inspire the next generation of coffee drinkers. In keeping with the sensibilities of the modern coffee consumer, Mr. Espresso is committed to responsible sourcing, sustainable production and investment in community. Offering wholesale beans, premium commercial brewing equipment, and service and training support, Mr. Espresso made its mark as one of the first full-service, coffee roasting retailers in the U.S. and has since become a trusted supplier to noteworthy restaurants, cafes, bakeries and coffee houses around the San Francisco Bay Area and nationally. Additionally, Mr. Espresso has expanded its online presence and grown its retail customer base well beyond the Bay Area.
Today we are talking with Carlo Di Ruocco’s sons, John and Luigi Di Ruocco, who Co-Own and run Mr. Espresso.
Luigi Di Ruocco is Co-owner and Sales & Marketing Vice President of Mr. Espresso, and Co-owner of The Caffè by Mr. Espresso. An alumnus of Saint Maryâs College, Luigi earned a double major in Business Administration and Economics, followed by two years in portfolio accounting. However, in 2001 at age 24, Luigi returned to the family business, drawn by the opportunity to make a meaningful contribution to the family enterprise. Currently, Luigi is at the helm of the newly opened â The Caffè by Mr. Espresso, in the heart of Downtown Oakland.
John Di Ruocco is Co-owner and Vice President of Coffee for Mr. Espresso, and Co-owner of The Caffè by Mr. Espresso. After earning an undergraduate degree in architecture from UC Berkeley. After receiving his degree, he returned to the family business, learning the art of wood-roasting coffee from his father. John went on to become roastmaster in the early â90s, and eventually Vice President of Coffee. John has moved the company forward as a leader in both single-origin and blended coffees. John has been instrumental in expanding the offerings to reflect changing coffee preferences, adding distinguished lighter-roasted coffees, most often organic and fair trade in origin.
In this conversation we discuss the rich history of this iconic company, their values, traditions, and how they have grown and evolved over the past 45 years!
We discuss:
- The beginning of Mr. Espresso
- The importance of tradition and craft
- Creating an authentic product and brand
- Why wood roasting is unique in method and outcome
- How they source coffee and approach QC
- Evolving with the industry
- Knowing what to say no to and trusting your gut
- Advice for impact and longevity in coffee
- Offering a product that appeal widely but keeps tradition
Links:
Instagram: @mrespressooak  Â
Listen to these episodes next!
- 081 : Founder Friday w/ David Schomer of Espresso Vivace
- 205 : Inside Caffe Florian, the Worldâs Oldest Coffee Shop ! | Venice, Italy
- 380 : Founder Friday! w/ Cary and Cindy Arsaga of Arsagaâs Coffee Roasters
- 327: Founder Friday! w/ Phuong Tran of Lava Java
- 320 Founder Friday! w/ Francesco Sanapo of Ditta Artigianale, Florence, Italy
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