The importance of “Italianness”

“In terms of value, brand “Italy” is ranked in third place worldwide. “Italianness” is a really important concept and is one reason for me pursuing my dream”

“Among the many initiatives connected to the region, we’re planning a Trulli Coffee Camp . The idea is to let people immerse themselves in the coffee experience, and to enjoy many local specialities as well: *bombetta, *bruschetta, *orecchiette and many other local products”

*bombetta = delicious bite-sized meat rolls, stuffed with bacon and cheese
*bruschetta = toasted bread soaked in garlicky olive oil served with tomatoes on top
*orecchiette = “little ears” typical ear-shaped pasta from the region

“Espresso is an Italian invention. We’re a fantastic people with an innate ability to solve problems and our day-to-day pragmatism has led to some fantastic inventions.”

What makes an Italian espresso?
“Italian espresso has a very clear profile: it must have a controlled amount of bitterness, a subtle acidity, be full-bodied and leave a lasting mouthfeel sensation. And this is what I want to take around the world.”

“In 2016, Italy campaigned to have Espresso included in the Unesco Intangible Cultural Heritage of Humanity list. The aim was to promote real traditional Italian espresso and to protect a beverage that has profound roots in Italian culture and tradition.”

A real Italian espresso requires the right amount of coffee with different characteristics and from different origins (Brazil, Ethiopia, Colombia, Costa Rica, Honduras, India and Indonesia, each individually roasted) to be blended together, thus creating a unique taste.

Each coffee bean is ground into roughly 3,500 grounds and the right amount to use is approximately 7.35g per cup.

NB: Oxygen is the enemy of freshly roasted coffee, so after the bag is opened, the coffee should be kept, well sealed in the fridge and used as soon as possible.

Once ground, the delicious coffee aroma remains intact for only ten minutes. After that the coffee starts to deteriorate.

Water temperature should be between 88° and 93°. Once extracted (which only takes 25 seconds), it should be served in a porcelain coffee cup (approx 60ml), that’s not too wide at the top to get the best crema consistency. Ideally, the cup should be preheated to 40° and the coffee in the cup should not exceed 25ml, crema included.

Always stir the espresso, even if you don’t take sugar (see why here) and drink it immediately.”

Source: Morola