The story begins
The sixty years of Caffé Mauro's history are rooted in the tireless activity of Mr. Demetrio Mauro. Born in 1905 in Reggio Calabria, he was only 10 years old when he started to work as cabin boy in the ships of the Strait, nurturing in the meantime the great dream of establishing his own business. In 1930, with many sacrifices, he bought his first boat, called "Salvatore Padre", and in 1936 he successfully moved his activities to Africa, to the lands than in that period were Italian colonies, where he established a travel agency. The Second World War events forced him to start from scratch. His adventure started again with a new passion: coffee.
Mauro's family was in Milan since 1946 to try to start a new coffee roasting activity, but homesickness brought them back to Calabria. When in November 1949 Demetrio Mauro established the Caffè Mauro company, there was only a small coffee roasting machine with a capacity of 20 kg placed in an old warehouse in via Florio, near to Reggio Calabria port. With his efforts and far-sightedness, Demetrio Mauro was able to start off a long series of successes, starting again from his land and from his roots of southern man.
Thanks to the first successes, already in 1958 Demetrio Mauro decided to take an important step: he left the old coffee roasting plant of via Florio, which by then was not enough anymore to ensure the production requirements, and decided to open a new factory in an area of 10,000 square metres, made of reinforced concrete, with four above-ground levels, in via Borrace. Just two years later, considering the remarkable demand of the market, it was necessary to build up the initial structure with a new building that led the total area to 15,000 square metres. In 1997 a more modern and adequate factory was inaugurated to replace the one of via Borrace. It lies in Villa San Giovanni industrial area and occupies 37,000 square metres looking on the strait. To this day it's one of the most modern production plants in Europe.
The choice to package coffee – which till then was sold loose – is not a secondary intuition. In the '60s Caffé Mauro was on the shelves of the main grocery stores and was available in the main supermarket chains, arriving into the houses of Italians thanks to the quality of the product and also to an innovative communication campaign. At a time when nobody spoke of marketing, the packages of its very first products showed a thorough attention to the brand, to the colours and shapes, which contributed to make Caffé Mauro renowned and familiar all over the world. In addition to the advertisements on the traditional medias, Caffé Mauro supported its sale network with continual promotions of great success. It's sufficient to think of the long-standing presence of Mauro's commercial in Carosello, whose main characters were the Mexican Chico and Manolo, now a cult. In 1986 the sales offices of Milan were opened, in order to meet the need of being closer to the advertising market and to the great centres of Organized Distribution.
Starting from the small coffee roasting machine with a capacity of 20 kg in 1949, Caffé Mauro in 1952 produced 3 hundred kilos of roasted coffee per day. In 1957 the quintals became 15, still insufficient to meet the market demand, so much so, that it was necessary to build the plant of via Borrace, where at the beginning of the '60s the daily production reached 300 quintals of different blends. An impressive success, which led also to the building of the modern factory of Villa San Giovanni, in 1997, and that is going to continue further on.
The production philosophy of the company ensures very high quality blends. The company imports coffee from Brazil, Africa, Central America and Asia to process it, adapt it to strict quality standards and market it in Italy and in the world, creating a diversified selection able to cover all the sectors of the global market. The passion for the taste and for the product drives Caffé Mauro to control every stage subsequent to the purchase: from the roasting to the composition of the selected blends, up to their packaging.