The Morola philosophy is to make great coffee by paying attention to detail at every stage, from production right through to the consumer.It all started in Martina Franca. Pino Fumarola decided to start his business in his native Puglia, when economically it might have made sense to start off elsewhere. But in Puglia, food and drink are a way of life – a pleasure more than a necessity, where you don’t eat to live, you live to eat.

People are extremely proud of and loyal to their local produce. Ubiquitous Fast Food restaurants, whose world famous burgers couldn’t compete with the local Altamura focaccia, were unable to survive and ultimately ended up closing down. (https://www.repubblica.it/2007/05/sezioni/spettacoli_e_cultura/panettiere/panettiere/panettiere.html)

In the past three years, Morola’s business has doubled! Word has spread and coffee-loving visitors are happy to travel a few extra kilometres to visit our bar and sample a coffee made just as it should be.

The bar is where we find Pino chatting to customers about their coffee. He’s happy to talk about how each blend was created and likes to listen to what they’re telling him; their invaluable feedback helps him get things just right. To give an example, one customer comment about the Ginseng led to a machine reset which improved the quality and resulted in a 60% increase in sales!

Pino likes to understand the customer’s own taste so he can guide them towards the right coffee: “What have you been drinking up to now? What are you looking for in a coffee? What type of coffee do you prefer: espresso, moka, pod, capsule, or something else?”

Rather than trying to influence the customer, he’ll point them towards a well-produced and perfectly roasted quality blend, which makes an excellent cup of coffee. After that, it’s a question of which flavours appeal to the individual palate.

And as the perception of quality is subjective, he’ll always try to figure out what a customer likes first before narrowing down the choice so they can make the decision for themselves.