03 /2013 © Caffè Moak S.p.A.

EN
G
03/2013 © Caffè Moak S.p.A.
It may only look like a business choice to many, but as days
pass, I feel like certain choices are followed because they
belong to a philosophy of life that unwittingly reflects the
one of your own company. We decided to present the new
project dedicated to Bio Fair, our Organic and Fairtrade certified product, on the occasion of the International Host/Sic
Exhibition 2013 months ago. It’s obvious, we looked after
the blends, the graphic concept and the contents. Everything
is ready now, ready to be packed and shipped to our stand.
Then, I see and read these days’ news about the massacre
of Lampedusa, or the one even closer to us happened on the
shore of Sampieri, and I firmly believe that Moak also wants
to give a message of solidarity, of support for the less fortunate people. A message of love I hope you will be able to
grasp in “love generaction”.
The President
Giovanni Spadola
Love Generaction, Lanificio Leo for Moak - Article at pag. 5
EN
G
03/2013 © Caffè Moak S.p.A.
On the cover:
Organic meets Fair Trade
Partner
www.caffemoak.com
Mailing poste italiane – cod. sap. nr. 30907349- DCB Central/PT
Magazine Subscript. R.O.C. nr. 23325 – valid from 18/03/2013 Aut. Court. Modica nr.218/2013 VG - News nr.2/2013.
Responsible Director: Sara di Pietro
Editing: Annalisa Spadola, Sara Di Pietro, Corrado Barone,
Corrado Passarello
Pictures: for[me]moak.
Graphic Coordination: for[me]moak
Art work: for[me]moak
Publisher: Moak Holding S.p.A. Viale delle Industrie - 97015 Modica
(RG) tel.0932-904755 www.caffemoak.com, e-mail: sara.dipietro@
caffemoak.com Company with certified quality system by ISO
9001/14001 Exclusive printing for Moak Holding S.p.A. in Soverai
Mannelli (CZ) According to the article 7 of the law nr. 196/03 the
addressee can have access to his data, ask for changes or cancellation or object writing to: Moak Holding S.p.A. - Viale delle Industrie
without number – 97015 Modica (RG) - Italy
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Host 2013. Moak presents the new Bio Fair line
Love generaction
Winners of the Moak Literary and
Short film competitions 2013 proclaimed
Bar Vitelli
An open air set
A Haute Cuisine Cooking School opens in Sicily
16
Moakpeople contest
18
Chefs Mei and Simonato interpret Moak Coffee
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Cime presents the new line “Composition”
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Moak at Anuga 2013
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The style of furnishing
The world in one room
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Coffee meets barley, ginseng and guaranà.
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28
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Sicily in pink
Lucia Sardo, an actress without masks
Coffee to read
All crazy for ecoformecolours
Coffee and surroundings
[ the sign moak ]
03
Host 2013. Moak presents the new Bio Fair line
by Corrado Passarello
M
oak Bio Fair coffee protagonist at Host 2013, the
international Exhibition of the hospitality industry
held from October 18th to 22nd in Milan. Moak
wanted to spotlight the new line of Organic and Fairtrade
certified products, in support of a fair trade business and in
full respect of the environment. Such values fully meet the
ones of the company philosophy, which has always been
careful to quality and respect for labour, without neglecting
the commitment in support of a green economy. There are
two Bio Fair blends, made with old process methods: in the
first one, the taste of cocoa and hazelnuts predominates and
is available in 1 kg and 250 g packages, while the second
one, bio fair superior, is distinguished by the higher quantity
of Arabica and is offered in the 1 kg tin as well as in pads.
Solidarity and sustainability will also be topics of the humanitarian project “love generaction” between Moak and AMREF,
which will be promoted on the occasion of the exhibition.
AMREF (African Medical and Research Foundation) was established in Nairobi in 1957 thanks to three surgeons. Today,
it employs about 900 people and is present in 12 countries
between Europe, the United States and Canada, working hard
to contribute to increase health in Africa also thanks through
active community involvement and reinforcement, local em-
ployees and healthcare systems. The values being at the base
of AMREF’s activities are aligned with Moak’s ones: respect
for the land and local populations, transparency in the communication of all activities and initiatives, accuracy in the use
of resources and means, which help to achieve goals that have
been set, no forms of discrimination.
During the exhibition, visitors will be able to taste the Bio Fair
coffee free within the Moak stand (booth 9P-M16P23). Moreover, the “love generaction” project provides gadgets created
exclusively by for[me]moak, which proceeds – through free
donation - will be allocated by Moak to AMREF, in aid of
humanitarian initiatives for Ethiopian people.
Host is also going to be the occasion to present the new
“take me away” project, the new house line. Coffee and
items connected to it, through which the Moak universe
takes form. Instead, for restaurateurs and hotel managers, Moak launches the new blends in pods: Aromatik,
top blend of the vending line and Bio Fair Pod, certified
Organic and Fairtrade coffee. Moak introduces them together with the two-group espressa machine. A solution
dedicated to restaurateurs that want to offer their clients
aroma, taste and full-bodiness of real Italian espresso.
Caffè Moak – Host/Sic 2013 Milan – booth 9P-M16P23
Recommended song for the reading of the present article: You are the sunshine of my life - Ella Fitzgerald
[ the sign moak ]
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Love generaction
I
n the DNA of Moak Generaction, there’s who loves
to invent and improve himself, who respects and supports the environment, who seeks justice and abolishes wars and violence, who acts with tenacity and who
strives for peace. It’s the ring of a chain for[me]moak
makes emerge in the new “love generaction” project.
The graphic concept is summarized in six symbols and
uses the language of ideograms, which represents an
immediate meeting point between people of different
languages. African tradition gives us back many of
these ideograms that don’t literacy in order to be understood and go straight to the meaning of basic values
of everyone’s life: friendship, love, solidarity. They are
valid in the West as well as in Ethiopia or in Ghana.
Examining them, they strike up for their strong ability
to synthesize, the pronounced symmetry and above all
the interpenetration of the double (where the sign consists of two units). The recovery and use of these signs
makes us get in touch with a culturally distant, but
emotionally very close world. It’s not just by chance
that the project is thought for the bio fair product line
in support of a fair trade business and in full respect of
the environment and working rights. Love generaction
includes the 100 g bio fair blend – the packaging in
ecological paper made with by-products of agroindustrial materials clearly shows its line and personality.
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Instead, the love cup package is cylindrical. Item with
versatile core, declinable in multiple uses (vase, glove
box, candle). The best ideas come while sipping a good
coffee; ideas to tell on a white book, without lines,
limits and boundaries, suitable to freely welcome any
thought and emotion or simple travel notes. Love generaction also signs the bracelet, a twine of refined and
selected fabrics, produced by Lanificio Leo, one of the
oldest textile factories in Italy. An accessory representing the ideal completion of a combination of products
that are so different from each other, but bound by a
common purpose, just like the new moak generation.
There are people that don’t need to speak in friendship
and those who would shout out their love to the four
winds. There’s who loves preparing coffee and who
wants it to be served. There are people that lay down
their arms and those who ask for justice with a look.
There’s who believes in fantasy and who swings into
action. There’s who wishes a good morning even if it’s
raining outside. There’s who lives on dreams and who
realizes his/her dreams with commitment. There are
people who always choose the same coffee with steadfastness. There are people who love without wanting
something in return. There’s a different generation.
love generaction.
Recommended song for the reading of the present article: I’m still in love with you - Al Green
Winners of the Moak Literary and
Short film competitions 2013 proclaimed
by Sara Di Pietro
“Coffee falls into your stomach, and straightway there is a
general commotion: ideas begin to move like the battalions
of the Grand Army of the battlefield” (Honorè de Balzac)
H
onorè de Balzac considered it great ally of mind.
And it might have also been so for the authors who
took part in the 2013 editions of Caffè Letterario
and Corto Moak. The winners of the two contests, whose
names were revealed on October 5th during the prize-giving
evening, certainly quoted it or made it be protagonist. Frame
of the event, presented by a lively Giuliana Ubertini, was the
soul of Moak production in the new office district. The best
short stories of the 12th edition of Caffè Letterario Moak
were chosen by a careful jury presided by columnist Gianni
Rotta, assisted by Gianni Casone (scriptwriter), Guido Conti
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(writer), Gianluca Morozzi (writer) and Susanna Tartaro
(redactor of Fahrenheit Radio 3 Rai). Instead the 8th edition
of Corto Moak, international Short film competition, boasted
eclectic Enrico Ghezzi as president of the panel, who was
able to catch the attention of the present audience with his
“non pre-recorded” intervention. Next to him were journalist
Cristina Borsatti, director Francesco Calogero and film producer Giannandrea Pecorelli.
Even this year, room was given to young writers and
filmmakers, who had the chance to express their creativeness, maybe between one coffee and the other, some with
words, some with images. And this is and will be main
purpose of the competitions promoted by Caffè Moak in
cooperation with Archinet: give young people the opportunity to popularize their works.
PRIZE “BEST DIRECTION”
Pentole & Coperchi (Pots & Lids)
by Giulio Poidomani (Modica)
Italy 2013, 15’45’’, HD, English/ with Italian subtitles
CAFFÈ CORTO MOAK 2013
Synopsis. Nick loses his dog Catullo and searches it in
the neighbourhood. He lives in a surreal world where
every woman carries a pot with her, and every man a lid.
When pot and lid perfectly correspond, man and woman
fall in love.
Giannandrea Pecorelli gives the award
“for how the suspect that the little cinema
devil could make both pots and lids is crept
into the apparent dramaturgical platitude”.
PRIZE BEST SHORT FILM 2013
La comediè d’un jour
by Emanuele Gaetano Forte (Latina)
Italy, 2011, 14’, Italian
PRIZE “BEST SCRIPT”
Ce l’hai un minuto (Do you have a minute)
by Alessandro Bardani (Rome)
Italy 2012-2013, 8’30’’
Synopsis. Matteo’s town is nice but badly lived in. Bars rise
like mushrooms. All good-looking, fashionable, with barmen
experts at doing cocktails, but no longer able to make a coffee.
And Matteo, who is a great coffee drinker, decides to go away.
Where? Matteo says to go far away, in a nicer town where coffee tastes better!
President Enrico Ghezzi gives the award “for the
great intensity and passion the film is projected
beyond a profile of Vitellonismo, changing colours in a crooked melancholy among landscapes
of the heart and hearts without landscapes”.
Synopsis. ”Do you have a minute?” this is what Oreste,
a Roman man, asks Madhi, a young Palestinian guy, before providing him with the necessary directions to arrive
from the Roman suburb to Palestine. A long trip enriched
by funny anecdotes and gloomy memories; the escape
from loneliness turning into a surreal and ironic encounter of the two protagonists.
Francesco Calogero gives the prize “For the
naturalness the play of the actors becomes
screenplay, in the misunderstanding between
words and space of commonplace”.
[ the sign moak ]
09
CAFFÈ LETTERARIO MOAK 2013
2° PLACE
Il centro del mondo (Centre of the world)
by Norma Rosso (Genoa)
A serious, sincere short story on a contemporary topic, such
as the new emigration and the lacerations of those who
leave, no one knows where, and those who stay in an asphyctic province, well narrated and without rhetoric. From
Murder, she Wrote Jessica Fletcher to grandmother’s coffee,
you go to the other side of the ocean. It is also awarded for
the proper use of the topic of coffee and the simple and
modern style, never sweetish or captivating at all costs.
Awarded by Gianluca Morozzi
1° PLACE
Un caffè dell’altro mondo (A coffee of the other world)
by Francesco Randazzo (Catania)
3° PLACE
Le femmine come me restano sole (Women like me stay alone)
by Marta Riccobono (Palermo)
Awarded for the original structure, with hilarious bright
ideas, such as the tap-dancing alien, the picture of circles
in the wheat in erotic-ironic key that is more Sicilian than
American, and the protagonists’ ability to even absorb
the scent of things he loves. Successful ambiguity, excellently kept and unsolvable, between the visionarity of the
contact of the child with aliens and the reality of childhood meningitis.
Awarded by Giovanni Spadola Livia Spadola
The short story is forceful, with coffee becoming a love potion
including some drops of menstrual blood and with the intense
solution of suicide as tragic consequence of a horrible violence: despite the retro and almost realist setting, the subject of
intolerance stand out for its newness. Considerations on social
gossipy and prig hypocrisy are not predicted.
The profiles of Chichì, homosexual shop boy of the brothel
and unhappy affectionate Rosellina are done very well.
Awarded by Gianni Cascone
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III EDITION BELGIORNO AWARD
COFFEE, A SHORT STORY
Norma Rosso also wins the Belgiorno Award, in memory of writer Franco Antonio Belgiorno and dedicated to
the youngest and most skilful writer of the contest. Prize
awarded by Enrico Maria Belgiorno, nephew of the famous writer of Modica.
For the 2013 edition, Caffè Moak wanted to involve also
young students, promoting a lab of creative writing “Coffee,
a short story”, guided by writer Gianni Cascone. “Nicholas”,
the composition written with several hands, was read out by
the captivating voice of actress Lucia Sardo.
The ten short stories chosen by the Caffè Letterario panel will be published, as every year, in the anthology “Stories about coffee”.
www.caffe-letterario.it
Recommended song for the reading of the present article: In un palco della Scala - Pavarotti & Mancini
[ the sign moak ]
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Bar Vitelli
An open air set
by Sara Di Pietro
I
n Savoca, few kilometres from Taormina, one of the
most beautiful villages of Italy, you cannot but visit
the historical Bar Vitelli. From the picturesque Fossia
square, you look out onto the Palazzo Trimarchi from
the 17th century, which hosts the shop that shaped the
history of the Sicilian village since 1963. After a long
series of hairpin turns, we feel almost out of context,
catapulted in a place where time stopped. No cars,
semi-desert roads and a brushed wooden sign shining
on the building’s façade: Bar Vitelli, while the gaze at
our back gets lost in the valley cut by the glimpse of
the Gulf of Taormina. Lorenzo Motta, nephew of Mrs
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Maria, who is known as the one that made the history
of Savoca, welcomes us in the small veranda under a
pergola. He talks with great admiration about her and
tells us some of her anecdotes. The one that strikes me
most is the anecdote about coffee: she also served the
sugar bowl and asked every guest “how much sugar?”,
pouring and mixing the coffee in cup. During our chat,
he makes us serve lemon granite, with the citrus fruits
tasting like pulled out “rà maccia” (from the tree), accompanied by “zuccarate”, typical local biscuits. While
he’s telling me about the history of Bar Vitelli, there’s
the soundtrack of “The Godfather” by Francis Ford
Coppola in the background. Actually, the American director turned this small gem into a going and coming of
tourists and visitors from all over the world. Indeed, the
bar is the emblem of the small hamlet hosting only 700
inhabitants, above all for its cinematographic meaning.
In 1971, Ford Coppola comes to Sicily, to Corleone, to
shoot a movie. After having put together the set, he is
asked to pay out a fee. Production does not accept this
diktat and decides to move the location. It happens to
be that one of the producers of the film “Godfather Part
I” actually is a cousin of Mrs Maria, who asks Coppola
to greet her on his behalf. The director of the Godfather
keeps his promise and as soon as he arrives in Savoca
and at the Bar Vitelli, he falls in love with those places,
where he stays for about two months to shoot the film
that made the history of international cinema. Many
object and also pictures of the film production as well
as many small items and ornaments that recall proof of
past traditions are exposed in the bar. Palazzo Trimarchi
is in restoration stage and thus, those places will soon
have even a hotel and a wine cellar, where Sicilian sparkling wine can be tasted.
Recommended song for the reading of the present article: Godfather theme - Slash
[ the sign moak ]
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A Haute Cuisine Cooking School opens in Sicily
by sa.di.pi
I
n the Divine Comedy, Dante punishes the greed,
putting them in the third circle of hell. Cicero had a
different opinion, defining “hunger the best spice of
food”. And maybe even the Church doesn’t consider
“indulgence” as such any longer, having instituted a
Haute Cuisine School for the first time. In Ragusa Ibla,
overlooking onto the green valley of the Irminio river,
the Antico Convento dei Cappuccini (Old Capuchin
Convent), which hosts the Mediterranean School of
Wine and Food “Nosco”, was inaugurated few months
ago. The project rises from a strong will of the bishop of
Ragusa Monsignor Paolo Durso, who wanted to value a
cultural good of the 16th century rare testimony surviving the 1693 earthquake, together with the Saint John
Baptist Foundation. However, main purpose is the social
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one, promoting the place as bridge of Mediterranean
meetings and intercultural exchanges. The completely
restored building also hosts 16 rooms (once 40 cells) and
a restaurant “Il Cenobio”, where one can taste seasonal
cuisine with local products and a special attention to
organic farming. This is where the young apprentices
coming from all over Italy have the chance to access
the didactic restaurant kitchen, going from the training
room to the use of acquired knowledge during the courses. Chef Giuseppe Barone manages the School and also
runs the hall’s and hotel’s direction, besides organising
Haute Cuisine and Haute Patisserie courses. “It’s a great
satisfaction – says the Sicilian Chef – having the chance
to guide this ambitions project. We pay much attention
to the respect for nature and for what the land offers us;
that’s why, compared to other Italian schools, I wanted
to add new teaching methods, choosing distinguishing
modules. You start with the module of sensorial memories, meant as research on enogastronomic knowledge
of the territory. The other course relates to the sensorial
analysis for a proper gastronomic interpretation, and the
wine-tasting and oil-tasting module”. On the other hand,
the “simple vegetable garden”, where students will be
able to experiment and get to know the origins of raw
materials, is in completing stage. Among the works to
be restored, there’s also the old Library of the Capuchin
Friars, which will be converted not only into reading and
tasting place, but also research centre for the recovery of
recipes of monastic tradition.
The chef Giuseppe Barone
Recommended song for the reading of the present article: Bad Luck Blues - Joy of cooking
[ the sign moak ]
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ple cont
o
e
ple conte
eo
#moakp
t
es
Share a coffee per day with us.
The best pictures and funniest faces
chosen among the sent ones.
@moakp
st
Chefs Mei and Simonato interpret Moak Coffee
by Sara Di Pietro
B
ehind the Navigli quarter, in Via Villoresi, only 24 seats
welcome guests of the Restaurant Tano Passami
l’Olio. The name says it all about the cooking philosophy of Chef Gaetano Simonato: extra virgin olive oil considered as best seasoning both while cooking and after it. Butter
and margarine are banished, while space is given to a cupboard
containing more than fifty types of extra virgin olive oil.
Awarded with a Michelin star, his dishes are sometimes
pulled out of the air, other times recalled from tradition
and then reinterpreted.
Preparation:
Clean the prawns by removing the shell, but leaving the
head. Peel the potatoes and stew them very tender. Whisk
the potatoes and add 4 sprigs of wild fennel, season to
taste with salt and sugar.
Put the compound into a feeding bottle. Cook extra
virgin olive oil with 2 star anises in a pan and sear the
prawns for 1 ½ minutes. Add a hint of white wine and
some Ouzo to flambé, season to taste with salt, sugar
and pepper.
Flambé prawns with scents of anise and coffee powder
ingredients for 4 people:
12 big prawns; Star anise; Coffee powder; 1 bunch of
wild fennel; 2 medium-size potatoes; White wine; Ouzo
(Greek anise liqueur); Salt, pepper and sugar; Medium
extra virgin olive oil (Sicily, Sardinia)
For the presentation
Put some stripes of potatoe and fennel cream on the
platter, place the prawns on top of them and spread with
coffee powder and previously minced wild fennel. Pin a
sprig of wild fennel on one of the prawns and finish with
a drizzle of extra virgin olive oil.
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I
n via Gesù, in the heart of Milan’s high-fashion district,
the Four Seasons Hotel is situated. The fragments of frescoes decorating its walls purposely recall the past of this
building, an old convent of the 15th century, which hosts the
Four Seasons Hotel. Over the course of the years, it has been
standing out as the place par excellence of hospitality and
impeccable service in the collective imagination of the city;
also thanks to the Restaurant La Veranda, where guests
are delighted with dishes prepared by Executive Chef Sergio
Mei Tomasi and his brigade of 28 cooks. Recognized as one
of the most appreciated Chefs of his generation, honoured
with the aspired “Cook of the Year” award in 1998, Sergio
Mei fully performs his cooking concept in creating simple
dishes based on fresh and selected ingredients that are not
necessarily foie gras and caviar.
Tortelli made with coffee dough
Ingredients for 4 people:
for the pasta: 350 g durum wheat flour, 150 g dark rice
flour, 25 g espresso coffee, 10 g coffee powder, 150 g water, 50 g white wine; for the filling: 250 g potatoes, 100 g
pink Montoro onion, 150 g oil, ½ g of lemon shaving, 10
g grated parmesan, salt and pepper to taste; for the dressing: 100 g Malga butter (butter from Alpine dairy farm),
1 sprig of lemon thyme.
Procedure:
for the dough: sift durum wheat flour with rice flour in a mixing bowl, knead with water, white wine and cold coffee at a
temperature of 35°. Leave the dough to rest for 15 minutes in
a plastic wrap. For the filling: wash the potatoes and boil them
unpeeled in salted water including the herbs. Peel and sieve
them, put the pulp back into a mixing bowl. Peel the onion,
cut it into small cubes and make it mature in a pan with oil
and some water; add it to the potatoes including salt, pepper
and grated parmesan. For the Tortelli: stretch the dough to a
thin sheet and spread with coffee powder; fill with stuffing
and wrap the Tortelli or ravioli in the desired form, as required. Once cooked, spice the Tortelli with butter, emulsified
with cooking water and scented with lemon thyme.
For the presentation
Serve the Tortelli on a plate with sprinkled coffee powder
mixed with grated parmesan.
Recommended song for the reading of the present article: Black Coffee - St. Germain & Patricia Kass
[ the sign moak ]
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Cime presents the new line “Composition”
editorial
S
ince its beginnings, CIME has been started a development process both in the technological and
planning field. In 2013, the young and dynamic
company launches a new project that aims at strengthening
its brand’s identity, maintaining the quality of its products
to a high standard as for reliability, durability and performances. The new line “Composition” has been created.
The choice for its new identity is expressed through a
universal language, such as the musical one, which is
well combined to design and functions of the new prod-
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uct range. A composition is represented by a pentagram
where notes, rhythms and harmonies are inserted and
enclosed by two brackets. In the project of the new CIME
machines, pauses are represented by the lateral abutments, while their content is featured by the single internal pieces that are put together harmoniously, in order
to create the final product: an espresso. A project where
design and innovation are combined with research and
technology, highlighting the manual skill and art of being
able to make a real Italian espresso.
Starting from the coming models, the Composition product range will be identified with the acronym CO, while
each model will be recognized by a two-figure number
that specifies the grading position within the series.
The first new model coming on the market will be the
CO-05. This new Composition machine will be protagonist at the Host 2013 Exhibition, held from October 18th
to 22nd in Milan (booth 18/stand C70), where it will bring
colour and innovation. Not noticing it is impossible.
Aesthetically a leap ahead, a bound towards modernity.
The new CO-05 will be enclosed by lateral abutments
made of innovative polyurethane that puts creativeness
and functionality in perfect tune. The “brackets” will be
available in ten different colours, with the possibility to
assemble the two abutments with two different tonalities,
making the machine adaptable for every space.
The real innovation begins with the distinctive features,
the details. Starting from the ergonomic push-button pan-
el and the strong graphic impact that has been exclusively
designed for the CO-05, which makes the machine be in
harmony with who prepares the coffee. Each button has a
diameter of two centimetres and perfectly keys to the machine’s linearity; the backlight and front design make the
desired choice easily deducible. Even the design of the
drawer respects the Composition machine’s elegant line
as well as the concept of functionality and minimalism.
The upper part features a rollaway cup holder plate, while
the back of the machine shows an elegant lighting adaptable to the logo.
On one hand, the new Composition line considers espresso machines as the balanced combination of reliable and
solid elements that form the pulsating heart; on the other
side, it enhances the product’s funny side that allows
matching different colours of the resistant abutments respecting one’s own needs and turning the machine into a
personalised item.
Recommended song for the reading of the present article: Nona sinfonia di Beethoven, secondo movimento
[ the sign moak ]
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Moak at Anuga 2013
by Corrado Passarello
A
mong the events on the 2013 calendar, Moak
could not miss the Anuga fair, leading trade fair
for the global food and drink industry, held in Cologne from October 5th to 9th.
Absolute protagonist in the Moak space was the Bio
Fair product range, the line of Organic and Fairtrade
certified products, a further testimony of how the
Moak policy is oriented towards the eco-friendly market with more and more attention. Even this year’s
Anuga edition dedicated to food & beverage has been
a great success, involving about 150 thousand visitors
coming from more than 100 countries. It has been a
tasty occasion not only for Moak, but also for the Ital-
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ian market, since Germany is the first destination market of Italian agroindustrial exports. Moreover, Italy is
the fourth supplier of Germany, holding a market share
of more than 7% of German imports. It has been a
very important even for Moak, both on a European and
Global level. “Anuga – explains Giuseppe Ventura,
Caffè Moak sales manager – offered the opportunity to
establish new contacts, discover current trends, benefit
from the entire Kölnmesse infrastructure, among the
four biggest exhibition complexes worldwide, shaking
the perilously static European market that offers space
and gives confidence only to those who show their virtues, like Moak does”.
Recommended song for the reading of the present article: German Clap - Modeselektor
The style of furnishing
m
The world in one roo
by the editorial staff
*
Conference table base created with
two flap frames of the “Beech 18”
from 1937. Measurements 310 x
140 cm. By Arteinmotion
Love for beautiful things, without space and time. Becoming fond of flights without being flyers. Experiencing
spaces where harmony of design, heat of leather and wood
joined by the strength of steel give life to atmospheres able
to make you feel immediately at ease, as if in an imaginary
world. Keen about things intended for a long duration, Arteinmotion invents the “aeronautics” line, unique pieces and
art objects created with disused parts of historical planes.
[ the sign moak ]
23
Coffee meets barley, ginseng and guaranà.
by Corrado Passarello
M
oak’s aim is to offer an increasingly wide range
of high quality products, managing to successfully meet the need of more and more people.
With an eye on quality, taste and health. Thus, Moak
appeals to three products and ingredients featuring high
benefit aspects: Barley, Ginseng and Guaranà. They can
be seen as alternative options to coffee, which can be
tasted several times a day and are ready to give an instant
dose of wellbeing and energy. The Moak instant coffee
line enriches the offer on products, allowing a wide range
and a solution for any time of the day.
Barley The barley blend, oldest grain in the world, is
available in 250 g packages and in handy pads, which
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hold all of its healthy features; indeed, barley is a very
useful substance to guarantee the wellbeing of an organism. Highly digestible and rich in silicon and phosphor, it
represents a support for the nervous system and for those
who practice intellectual activities.
Ginseng For a revitalizing charge and for restorative features, Ginseng coffee is the right choice, recommended
for the health of the immune defence system. Available in
1 kg packages that can be immediately used, the preparation for drinks with coffee and ginseng taste is suitable
both for a manual preparation in cup and for the automatic bar distributor. Out of curiosity: its botanical name is
Panax Ginseng and says it all about its features; in fact,
the word comes from Greek pan-axos and literally means
“which heals everything”.
Guaranà The special trio finishes with the 500 g package
of the instant preparation to get a particular drink with
taste of coffee and guaranà, a plant considered sacred by
the various Amazonian tribes, who used it regularly considering it responsible for vitality and longevity. Indeed,
guaranà is known as the “fruto da juventude” in Brazil.
It is usually used to solve intestinal problems, headache,
circulation problems, since it keeps arteries clean and
toned. However, also a slimming function is attributed
to it. A drink ready to give us wellbeing and energy each
time we want it.
The soluble machine proposed by Moak will be the
means that will make the pleasure to sip these three
drinks concrete and real. An easy-to-use dispenser of reduced dimensions, easily adaptable even to small spaces.
Its basic automatism allows a quick maintenance procedure to be done occasionally, in order to always keep
your device in excellent shape.
Advice for the barman:
­– Start cleaning every evening by pressing the specific
button 2/3 times
­– Wash the doser accessories once a week
­– Replace the water softener once a month
­– Use purified water
Recommended song for the reading of the present article: Three Fingers - Buckethead
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Sicily in pink
Lucia Sardo, an actress without masks
by Sara Di Pietro
H
er face, her curious character full of passion reveal
her real soul; the one of a woman, who believes
that being a real actress means expressing oneself,
without necessarily having an excellent elocution. Lucia
Sardo is one of those Sicilian artists that chose roles to
interpret following the principle of quality of the characters’ nature. After fifteen years of theatrical activity, she
arrives at the cinema with “La discesa di Aclà a Floristella” by Aurelio Grimaldi. One of the roles that made her
famous is the one of Felicia Impastato, mother of Peppino Impastato in the film “I Cento Passi” (The hundred
Steps) by Marco Tullio Giordana. In the last few years,
she is also been working in TV serials. Since 2008, she
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has been organising drama acting classes centred on contemporary theatre from the 20th century to our times.
She arrives to our meeting wrapped in a black dress,
which is of the same colour of her thick head of hair
and her strongly communicative eyes. Eyes that light up
while she talks about herself in this interview.
How did cinema change from your debuts to today?
Maybe it’s better to say how it got worse. Unfortunately,
compared to the past, only a quarter of the films are produced now. This brought to the point that the culture of
cinema, one of the riches of our country, has fewer possibilities to be valued and exported.
Among the characters you interpreted, which is the
one that most scarred you?
Clearly, Felicia Impastato. Not only from a professional
point of view; I Cento Passi (The hundred steps) is a film
that nearly lead me to the Oscar. I fell in love with Felicia, because I interpreted a real, not invented character. I
met her, we became friends and it is years that I perform
a play dedicated to her - “Mother of the guys”. When
Do you think one can be a good actor though skipping
the fact to rise through the ranks, as recently happening to young people, or is sacrifice the road to success?
Actually, I believe that a real actor expresses himself with
his body. You don’t need proper elocution (she makes a
close “o”). I never studied it. People need real stories that
can be interpreted by real people, not fake ones, with their
dialect, their way of communicating. Just as you don’t
talking about Felicia, I don’t want to refer to Mafia, but to
a strong woman and to the strength of women, those with
no alibies and fears.
need to be handsome and stereotypical to succeed. What is
behind the face is more important than the face itself.
What was the incitement that made you come closer
to the world of politics?
I come from a family of politicians. My father was a
serviceperson, but also passionate about politics. Even I
have been it since times of the student committees. When
Rita Borsellino asked me to take the field, I did it, because I used to believe and still believe in her as woman
and in her ideals. However, nowadays I’m not interested
in politics as I used to be.
Long-cherished dream?
I’ve been dedicating my time to writing and screenwriting. My dream (which may not stay unrealized for long
time) is seeing a film created with one my characters.
Compulsory question: your relationship with coffee?
My dynamic and impetuous character prevents me from
misusing it. That’s why I drink decaffeinated and barley
coffee. However, what I can’t and I don’t want to renounce is the scent a coffeemaker emanates.
Recommended song for the reading of the present article: Summertime - Janis Joplin
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Coffee to read
in cooperation with
Coffee bringing together populations and opportunity to spread cultures and traditions, insomuch that it deserves a praise. Invitation to read a timeless manuscript from the Eighteenth century with reference to our beloved drink.
Il caffé sospeso
Saggezza quotidiana in piccoli sorsi
by Luciano De Crescenzo
Coffee is not only a liquid, but also a means to make friends. This is how
the book “Il caffè sospeso” (Suspended coffee), a collection of thoughts and
anecdotes by Neapolitan writer Luciano De Crescenzo, starts. Master of the
art to mix pieces of everyday life with noble thoughts, the author will reveal
philosophy even in places you never thought it could be.
Book series: I libri di Luciano De Crescenzo
Edition: Mondadori
Year: 2008
Number of pages: 200
Price: 15 euros
ISBN: 9788804577744
“When a Neapolitan is happy for whatever reason, he pays two cups of coffee; instead of just the one he’s going to drink, he pays for himself and for the
customer coming after. It’s like offering a coffee to the rest of the world…”
A suspended coffee is a Neapolitan custom, but also a philosophy of life.
This book collects the best of the articles written by the writer and journalist,
issued on newspapers and magazines from 1977 to 2007 and never published
in bookshops. Greek philosophy employed to everyday life, anecdotes full
of uncommon sense, Italy passed through an irony lens: piece after piece, the
book forms a perfect summa of Luciano De Crescenzo’s thinking.
And while imaginary and imaginative conversations between Empedocles, Aristotle, Galileo, Newton and Einstein make us giddy, it happens that one wonders
about calendars – from the one of Gregory XIII to the one of Sabrina Ferilli -,
about Big Brother according to Aunt Carmela’s perspective, about homosexuality
from Socrates to Storace. Suspended coffee is a rich and tasty book, a heap of
sparks to laugh and think. Everything always flavoured with irony, like a right
amount of sugar to be put in coffee, so to make it even more enjoyable.
The author
Born in Naples on August 20th, 1928, Luciano De Crescenzo is a writer, director, actor and presenter. Before dedicating his time to fiction, essay writing
and the show business, he practised engineering. He has always placed the
activity as populariser parallel to the one of writer, able to introduce even the
most inexperienced reader to the problems raised by antique philosophy.
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All crazy for ecoformecolours
by Corrado Passarello
I
t’s a game, a philosophy, it’s colour, but above all
taste. After the success of the Paper Ball project, the
original packaging with eco-friendly design respecting the environment, Moak launches ecoformecolours
on the market: the new packaging including 120 pads
turns into coloured spheres useful to furnish, ideal
to collect and to be hung on the Christmas tree. You
can obtain a sphere from each single box, and each of
them is created by putting together the twelve forms
extracted directly from the die cut package. The new
ecoformecolours project will be available in four different colours, casually or in yellow, blue, violet or grey.
Between a coffee and the other, even creativity of chil-
dren, families and friends comes to play, since they will
give life to unique, personalised and exclusive three-dimensional items by cutting off and wedging in the
twelve two-dimensional elements. Treasure hunt is getting started; the hunt to own all four packages with the
different colours and combine them in a multi-coloured sphere or with one’s favourite shades. The same
packages can be also used as glove box to neaten your
house or as decorative elements to be placed on shelves
or closets. The original packaging with eco-friendly
design respecting the environment is a valuable project
and item, full of purports, such as sustainability, reuse
and attention for the environment.
PANTONE 321 c
PANTONE 7439 c
PANTONE 130 c
PANTONE Cool Gray 9 c
x12
x12
x12
x12
Recommended song for the reading of the present article: I used to be color blind - Fred Astaire
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Coffee and surroundings
by Carmelo Chiaramonte
“Coffee and side dishes” is the new The Sign Moak section that will tickle your fancy and disclose how coffee can be combined
with innumerable foodstuffs, from citrus fruits to fish and pasta. Chef Carmelo Chiaramonte will accompany us through this trip
full of surprises foe eyes and palate. Culinary scenographer, television writer for Gambero Rosso Channel, he also published a
book “A tutto tonno” (word play of a tutto tondo = all around, and tonno= tuna). He defines himself “ramble cook”, though with
a strong sense of identity towards his region, Sicily, rich of history and sayings he loves to recall in his cooking.
Durum wheat Fusilli, green and black coffee
P
ure taste is a matter of movements, it does not
arrive into our homes without a reason. Not even
or by simply going to an excellent gastronomy
shop can help to complete the varied and complex outline of flavours. A good habit is to follow sources of
things and you would just need to visit coffee roasting
plants to be acquainted with certain coffee shades.
Huge homes that smell like thousand bars put together, steamy nectar of roasted coffee everywhere. Only
a few push themselves to try the green coffee beans,
pure nitty-gritty seeds: delicate and curious taste of the
red coffee cherries. Let’s try it fresh-ground matched
with the roasted one, in order to taste all shades from
raw to taste of ember.
How to prepare it
It is very important to get oneself pasta from handmade factories, since the recipe only includes few flavours and each of
these has to be strong. Once the fusilli have been cooked in
salted water, put them on a plate: a sprinkle of green coffee on
one side, of dark coffee on the other side. Some drops of olive
oil, basil, freshly chopped chives and grated cacio cheese.
This light and strong dish is well combined with a glass
of wheat beer or a cup of steaming green tea.
Doses and ingredients for 4 people:
- 300 g durum wheat fusilli
- 40 g raw coffee powder
- 40 g roasted coffee powder
- 90 g cow’s milk half-seasoned cacio cheese
- 1 tuft of chives
- 8 leaves of fresh basil
- 2 tablespoons of scented olive oil
Recommended song for the reading of the present article: From green to brown - Twerk
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Download pdf versions on:: www.caffemoak.com/the-sign-moak - www.caffemoak.com/en/the-sign-moak
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