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Morettino: What passion in a Cup of Coffee!

Morettino: What passion in a Cup of Coffee!

By Maria Lina Bommarito

Not everyone knows that in Palermo there is the most unique collection of pieces all about coffee. The collection of rare pieces as well as every-day items is exhibited at the Museo del Caffè Morettino within the production plant.A very interesting tour organized by Rita Cedrini, president of the FAI, Fondo Ambiente Italia delegation of Palermo and Mario Barbagallo, president of the Rotary Club Palermo, took place last week together with journalists and visitors.The group is greeted by Arturo Morettino, president of the firm Board of Directors, that offered an enticingly aromatic cup of expresso coffee. The tour began with tha fascinating story of the family firm told by Arturo, son of Angelo Morettino, founder of the firm.“ It’s a Sicilian story of an authentic passion for coffee-making”, says Arturo, “the firm is now at its fourth generation. In 1950 my father and my mother set up a coffee toasting factory within the family’s colonial spice shop. He dedicated his life to the production of toasted coffee beans beginning from the choice of quality raw material, the mixture of types of coffee, the toasting and the packaging. His choice of the best qualities has been handed down to me and my brothers Alberto and Alessandro, continues to be the firm’s philosophy. The quality of the final product begins with the raw material that we select directly in the coffee producing countries”.Today’s firm was set up in 1995 and is in continuous tecnological update to reach the best production process respecting the environment and the original characteristics of the coffee. The tour of the plant continues upon the balconies overlooking the production area where the guide explains the production processes.Reaching the museum area Arturo explains: ”The museum is another demonstration of the family’s passion for coffee and everything about it. Let’s call it a historic memory of which we are very proud of and want to share with all those visiting us. The idea of the museum is rather recent while the research and collection of all the objects had been started by my father. I should say it hasn’t been easy putting all this together. You must imagine that my father went to Paris to find mementos of Procopio Coltelli, the man from Palermo who founded the famous cafè “Le Procope”, spreading the coffee culture beyond the Alps.The museum exhibits more than 600 items that witness three centuries of uses and life styles related to the most popular beverage in the world. There are utensils, coffee toasters, grinders and coffee makers from all over the world. One of the rarest pieces of the collection is the famous Toselli locomotive coffee pot that dates back to the year 1860. There is also a reserved area called the barman’s corner where ancient expresso coffee makers, collected throughout Italy, tell the story of coffee since the 1900s.Arturo also explains the reason why Italy is so famous for its expresso coffee, practically unequaled worldwide. “The reasons”, he says “actually are two. First of all in 1933 it was in Italy that Alfonso Bialetti invented the “caffettiera” or coffeemaker, with the intent of bringing the delight of a cup of coffee in everyone’s home. In 1948 Achille Gaggia the owner of a bar in Milan, invented the bar coffee-maker using the pneumatic cylinder that substituted the steam system. The coffe was like no other and so the new machine was requested in many countries. The second reason”, he continues, “is that Italy was the first country that used to blend different coffees, the robusta and the aromatica, that give coffee a unique aroma and consistency.”After the visit at the museum the participants watched an interesting video about Columbia, one of the most important quality coffee producers where coffee is still harvested by hand. After the video Ligia Juliana Dominguez Barbagallo, a Columbian medical doctor spoke about the beauty of her country and specifically about the cafetera area where the soil, the territory and the climate determine the high quality in the production of their coffee.Arturo then tells the story of the origins of coffee. It is said that many, many years ago in Ethiopia a shepherd brought his goats to graze in a different area than the usual. That night the goats acted stangely, instead of resting they continued jumping around full of energy. The next day the shepherd went back to place where the goats had pastured the day before and noticed a bush he had never seen before. The plant had red beans unfamiliar to him but that the goats had certainly eaten. The taste of the beans was awfully bitter so the shepherd threw them in the fire. The enticing aroma of the toasted beans spread in the air and the shepherd decided to grind them and taste the infusion made with the dark powder. This is probably how the delicious coffee was discovered!To the question on how to make a good coffe, Arturo answerd: “You need the 5 M’s which are in Italian: Miscela (coffee blend), Macchina per il caffè (a well-maintained coffee maker), Macinatura (which is the right grinding of the coffee) and Mano (the hand of the barista)”. “And the fifth M?”, everyone asked. “Oh, yes”, answered Arturo, “I’ll say it in a single word…Mizzica! The expression used in Italian to say How good! Delicious! And for us that’s Customer Satisfaction!”

Previous article Palermo Celebrates “Cerasuolo Day”

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We Love Coffee – Caffè Morettino / We Love Coffee

  • Angelo Morettino, fondatore di Caffè Morettino.

  • La tostatura lenta ed ecologica ad aria calda pulita di Morettino

We Love Coffee.

We love coffee. 1950, Angelo Morettino establishes Caffè Morettino.

Coffee and all that it stand for are our family passion. Since 1950 Morettino daily pursues for excellence with tradition, dedication and enthusiasm. Caffè Morettino is a unique story of passionate love for coffee that lasts since 4 generations.

Slow Coffee. We like it slow.

Morettino is a slow coffee produced through own artisanal, eco-sustainable and respectful production process that enhances all the natural organoleptic potentials of our pure coffee.

We Love Coffeexperience. Your unique coffee experience.

A fully immersive and unique taste experience that we call “Morettino Coffee Experience

  • Excellence rewarded

    ICT Gold Medal 2016

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the arabica single origins rediscover the flavor of Slow Coffee – Caffè Morettino / We Love Coffee

Five single-origin 100% Arabica gourmet mountain coffees, to be tasted in all their purity using the most common filter brewing methods to enhance the aromas of the different countries of origin. From October 20th to the 24th, it will be possible to preview them at Host in Milan, the international expo dedicated to the Ho.re.ca. sector.

Palermo, October 19th – From the historic district San Lorenzo ai Colli in Palermo to the prestigious international coffee expo in Milan with the “Musa Nera” of coffee. Morettino, the artisanal coffee roasting plant from Palermo will present “La Musa Nera” for the first time at Host 2017, the new line of single-origin Arabica mountain coffees. “The Black Coffee Muse (La Musa Nera) guides us in selecting the most refined coffee origins in the world – according to Andrea Morettino, export manager of the historic coffee company from Palermo – and preserving the secrets of the artisanal production process that we have passed on for the past four generations, and inspires us in spreading the authentic quality coffee culture.”

“LA MUSA NERA” AND THE GUIDED TASTINGS

A selection of special coffees cultivated in mountainous regions with the unique microclimates of the hot tropical countries of origin, resulting from the best seasonal harvests by small local producers, rigorously respecting quality. With the new concept “Morettino Coffee Lab” (Pavilion 14 / D31) it will be possible to have a unique sensory experience: all the coffee lovers will be able to taste up to five pure Arabica coffees, filter brewed to enhance the characteristic aromas of the different origin countries. The coffees that will be previewed are: Costarica Sbh Tarrazù, harvested form the plantations at 1.500 meters in elevation and with a typical pronounced acidity; Colombia Supremo form the Popayan Cauca region, with a chocolate aroma with notes of honey, fresh butter and walnut; Ethiopia Yirgacheffe, without a doubt one of the best Ethiopian coffees, harvested at 2.000 meters in elevation and naturally processed; India Bababudan AA form the Karnataka region, with a good body and aromas of spices and almonds; Brasil Santons cultivated at more than one thousand meters in elevation in the Alta Mogiana region.

The single-origins will be filter brewed with the most widespread brewing techniques: from the Pour Over to Chemex, and the more innovative Cold Drip systems, for an authentic Coffee Experience.

BETWEEN NATURE AND SUSTAINABILITY: THE NEW “PURE ORGANIC COFFEE” LINE

At the expo in Milan, Morettino will also present the newest organic “Pure Organic Coffee” line, dedicated to Nature’s essential elements: Terrae, Naturae, Aquae that go beyond the traditional concept of organic. In fact, the Morettino “Pure Organic Coffees” are carefully selected directly in the origin countries, through the collaboration with the small local producers, respecting the local communities and the workers on the plantations. The berries are manually picked and selected using the Hand Picking method. The ethical respect of the raw material continues even when the green coffee arrives at the coffee roasting plant in Palermo, where a slow, artisanal and eco-sustainable processing guarantees its healthiness and superior quality. For Espresso and sustainability lovers, it will be possible to taste the organic coffees Naturae and Terrae 100% Arabica blends, or as a single-origin with Aquae, a Peruvian Arabica single origin decaffeinated with a natural method.

ARTISANAL QUALITY AND RESEARCH: “ESPRESSO AL QUADRATO” A RISING STAR

For the demanding customers and those who prefer the mono-portions, but want to support environmental sustainability, Host will also feature the “Espresso al Quadrato” system, recently awarded with the prestigious Compasso d’Oro. They are eco-sustainable artisanal and freshly ground coffee pods with an extremely light filter paper, completely biodegradable and therefore environmentally friendly. A unique system, patented by Morettino and created allowing the consumer to brew the perfect espresso. The system also includes a coffee machine with a dedicated extraction system, small, elegant and 100% made in Italy by Sicilian designers. A sort of “artisanal jewel” that has already become highly desired by many quality coffee lovers.

#welovecoffee #welovesicily

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The historic literary café of the Teatro Massimo reopens. Morettino presents the exclusive “Theater Coffee Menu” – Caffè Morettino / We Love Coffee

In occasion of the 120th anniversary of the theater’s foundation and Palermo’s nomination as the next Capital of Culture in 2018, the historic literary café of the Teatro Massimo was re-opened during the cultural project “Palermo’s Café”: an artistic and cultural journey where the Teatro Massimo’s Café and Caffè Morettino meet, two significant realities of our territory.

The fascinating project took place in the magical location of the once Caffè of the Belle Époque, a place for chatting and entertainment for the aristocrats of the beginning of the 20th century. Afterwards, the café became the headquarters for Press Society, where many of Italy’s most important journalists and writers spent time. A unique location, Palermo’s memorable history and soul, given back to the citizens, who now have a chance to experience through a program of cultural, artistic and culinary events.

The “Theater’s Coffee Menu” was created exclusively by Morettino for Teatro Massimo. “Coffee sets our daily rhythm, it highlights its moments and feelings, meetings and thoughts” according to Arturo Morettino. “Like a perfect composition, its sensory notes are composed in harmony, in a symphony of flavor that surrounds us. Each coffee has its own time, rhythm and melody, for this reason it gives us a different feeling each time”.

 

In the center of the city, at one of the garden tables or one of the fresco covered rooms in the Café, it is possible to rediscover the authentic pleasure of coffee based on personal preference, the time of day or even mood, through one of the 8 coffee selections on the Menu picked by Morettino: 5 selected blends as an “Ensemble”, the Reserve 1897 (year the theater was founded) which will be a Moderato, the Cremaroma Vivace con Brio, the Mediterraneo a Vivace, or a Decaffeinated Mediterraneo an Adagio; 3 single-origin Arabica’s as a “Solo”, Vivacissimo from Ethiopia Sidamo, the Allegro from Brazil Santos or Andante from Nicaragua Matagalpa.

“We strongly believe that doing business implies a great responsibility in promoting and telling the story of the territory, of its treasures and its excellences – according to Andrea Morettino, who represents the fourth generation of the Morettino family. Sicily has a great natural beauty, which is a gift that needs to be nurtured and promoted. I hope that this cultural project, which starts from the center of our city, is an ambassador of beauty worldwide, and a new incentive to attract an international public, like the tourists that come to admire it, but most importantly the citizens, in a moment of deep cultural change, which should be lived with contagious enthusiasm.”

“Congratulations to Caffè Morettino – the Mayor Leoluca Orlando tweets – that once again, through the cultural project “Palermo’s Coffee”, is able to blend culture with entrepreneurship.”

“We are thankful to the Morettino company – Francesco Giambrone, supervisor of the Teatro Massimo – which was one of the first companies to support the Theatre with the Art Bonus. Palermo’s heritage isn’t only its extraordinary monuments and artistic texture, but it also includes its historic companies. Therefore, this initiative at the Theatre’s Café is the combination of two excellences, entrepreneurship and culture.”

The program will feature some of the city’s major representatives of the different art forms tied to culture and coffee – Giuseppina Torregrossa for literature, Gaetano Basile for history, Giuseppe Milici for music, Alessandro Bazan for art, Antonio Cappadonia for traditional ice-cream, and Pucci Scafidi for creative photography – accompanied by a gastronomic tasting by Chef Ferdinando Napoli, created around “art” for each event. The launch featured the historian Gaetano Basile, who presented the event “From Coffee to Cafés”, which covered over 1000 years of history of coffee and cafés, and their cultural significance as a sign of the city’s dynamism.

Giovanna Marano – councilor for Palermo’s Department of Labor – was also enthusiastic and said: “a great initiative for rediscovering a historic productive calling for the city”“Spreading the coffee culture is in the soul of the Morettino family – Arturo Morettino concludes. The exclusive Coffee Museum and the Morettino School of Coffee symbolize gathering, spreading and education, and are located at our coffee plant in S. Lorenzo Colli.

The cultural project that features our company at the Teatro Massimo Café, during the event of Palermo’s nomination as the next Capital of Culture, is an expression of our commitment to promote the authentic coffee culture, with its deep historical, social and cultural significance connected to the territory. Our mission is founded on the respect of our four pillars, which we call the “four capital C’s”: Coffee, Culture, City and Consumer”. We want to rediscover the Theater’s magical Café, starting this intense journey from the heart of our beloved city”.

Press Release

Presskit Photo Morettino Caffè Teatro Massimo 08042017

Palermo, April 10th, 2017 

Press Office Caffè Morettino | [email protected] | +39 091 6883736

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