01 /2012 © Caffè Moak S.p.A.

01/2012 © Caffè Moak S.p.A.
01/2012
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the sign moak
Cover:
the winning picture of the photography
competition The Sign Moak 1/2012 is
from Pol Mulder, aged 37,
from Alkmaar (Netherlands).
Info: http://www.caffemoak.com/
news/2012/03/sign-moak.
www.caffemoak.com
Postatarget Magazine - Tariffa pagata - DCB Centrale/PT
Magazine ed./aut. n. 50/2004 - valida dal 7/04/2004
Aut. Trib. Forlì n.18 del 2000 - Notizie n.1/2012
Direttore Responsabile: Marco Pederzoli
Direttore Editoriale: Stefano Della Casa
Redazione: Annalisa Spadola, Sara Di Pietro, Massimo
Giardina, Marco Lentini, Sergio Iacono, Saro Giunta, Corrado
Barone, Gian Paolo Galloni, Dino Della Casa,
Stefano Della Casa.
Coordinamento grafico: RF Comunicazioni (MO)
Art work: Chiara Ottolini e for[me] Moak
Copertina: foto di Pol Mulder
Editore: Edizioni Della casa Srl.
Via Emilia Ovest 1014 - 41123 Modena - tel.059-8396080
www.studiodellacasa.it, mail: [email protected]
Azienda con sistema qualità certificato da BVQI
in conformità alla normativa ISO 9001:2000
Stampa in esclusiva per Edizioni Della Casa Srl.: Arbe (MO)
A norma dell’art. 7 della legge n. 196/03 il destinatario
può avere accesso ai suoi dati, chiederne la modifica o la
cancellazione oppure opporsi scrivendo a:
Edizioni Della Casa -Via Emilia Ovest, 1014 - 41123 Modena
(MO) - Italy
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Florian, Italy’s oldest coffee shop
I.P.A., the best coffee cups made in Italy
Moak Culture
5 “M’s” of coffee. “M” like Miscela (Blend)
Moak, another story
Maura Gosio and Marco Stabile,
two starred chefs for Moak coffee.
Moak’s story continues
TV and coffee, long time devotion
A “super starred” bar in Mazzarrino
“Latte art”, Cappuccino by the Italian champion
Eureka, the leader of coffee grinders
Face-to-face with Enzo Vizzari
Coffee in Art
Brambati S.p.A., “turnkey” coffee processing
Coffee and health
Apnoeas of a premature baby: therapy with caffeine
Sweet seductions, coffee and cake
Industrial Design, Coffee meets visual arts
Pink Sicily: Teresa Mannino
Moak’s coffee bean story continues
C.I.M.E., the best solutions for coffee machines
Delicatessen Moak, i tartufi al caffè
Fire red, Ducati
01/2012
Florian,
Italy’s oldest
coffee shop
by Marco Pederzoli
In the history of Italian coffee shops,
one shop par excellence deserves
without dispute the first prize: the
Florian of Venice. There are so many
reasons for this deserved primacy:
it’s Italy’s oldest coffee shop, rising
on one of the most famous squares
in a town that is unique all over the
world; it was meeting place of politicians, businessmen, and cultural people in the centuries that contributed
to establish Italian history. In short,
you don’t go in by chance into Caffè
Florian and you don’t go in just for
a coffee...Here’s how its history is
shortly told on the official website
www.caffeflorian.com:” In a prestigious position under the arcades,
Caffè Florian is the oldest Italian coffee shop and represents a symbol of
the town. Inaugurated on December
29th, 1720 by Floriano Francesconi
with the name “Venezia Trionfante”,
it was quickly called Florian, the
most famous “botega da caffè”(coffee
shop). And while the best liqueurs,
coffees and wines from the Orient,
Malmsey, Cyprus and Greece were
served, history passed in front of the
shop’s windows: the rise and fall of
the Most Serene Republic of Venice,
secret conspiracies of those who wanted to subvert the French and afterwards the Austrian dominion; even the
injured were cured within its rooms
during the risings of 1848. Since ever,
Caffè Florian boasts an illustrious
clientele. Venetian noblemen sat next
to ambassadors, merchants, fortune
hunters, writers and artists, but also
next to simple citizens. Such varied
selection inevitably roused the ima-
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the sign moak
gination and creativeness of a sharp observant of social
customs, like the playwright Carlo Goldoni, regular of that
place. Given that it was the only place allowing women at
that time, the Florian also was a hunting place for seducers constantly in search for female company. The coffee
shop was a crossroads of ever-changing moods and news:
from affairs of state to local gossip and frivolous rumours
about latest fashion. Therefore, it was no accident that
Gaspare Gozzi chose Caffè Florian as one of the few places where to buy his Venetian Gazette, one of the first
Italian daily newspapers. Those rooms of reserved flavour
welcomed famous characters, like Parini, Silvio Pellico,
Nicolò Tommaseo and Daniele Manin, who proclaimed
their ideas of independence and freedom sitting at the
shop’s tables; Lord Byron, Ugo Foscolo, Goethe, Madame
de Staël, Chateaubriand, Charles Dickens, Marcel Proust,
Gabriele D’Annunzio and Eleonora Duse, Rousseau,
Rubinstein, Stravinsky, Modigliani and Campigli, just to
mention some. The sculptor Antonio Canova found a real
friend and benefactor in Floriano Francesconi. Canova
repaid him for his kindness helping him to buy new shoes
when he suffered from gout: the sculptor carved a model
of his friend’s foot, in order for the shoemaker to take his
measurements without inflicting further pain. At the end of
the 19th century, Riccardo Selvatico and his friends used
to meet in Caffè Florian’s Senate room to discuss about
the idea to organize a biennial art exhibition, the Venetian
Biennial-to-be, as tribute to King Umberto and Queen
Margherita of Italy. The first International Art Exhibition
was organized in 1895.
The coffee shop stayed open and active even during the
war, being an ideal place to drink and meet with friends.
With the beginning of the 20th century, Caffè Florian
embraced the traditional Italian idea of “coffee concert”
with a permanent orchestra: that way, Venetian summers
were even more enjoyable. This place, where a strong
Venetian tradition can still be felt, is a meeting place for
different worlds.
Today, you may be seated next to movie or theatre stars as
well as characters from the world of arts, culture, politics
and affairs, if you are lucky enough.
Besides its long history coming close to 300 years, there is
its prestigious architecture (most part currently dates back
to the mid-19th century) and the numerous artworks. The
Chinese room, the Oriental room, the room of Illustrious
Men are surely worth a visit; and so does the Season
room, the Mirror room and the Liberty room, which is the
last acquisition dating back to the 1920ies. Therefore…
Wishing everyone a good coffee!
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01/2012
I.P.A., the best coffee
cups made in Italy
by Marco Pederzoli
A firm reality called I.P.A. Industria Porcellane S.p.A. (Porcelain Industry Ltd.), the most important Italian company
producing cups designed for the professional market, has been
existing for over 50 years. Run by the brothers and sisters Riccardo, Roberto, Laura and Daniela Sala, I.P.A is teamed up with
Confindustria Ceramica (General Confederation of Italian ceramics industry), which promotes the Italian product protection
in several fields, sponsoring it through the biggest media with a
logo that marks all ceramic products made in Italy and can only
be used by those who satisfy specific requirements.
By introducing the new mark of origin “Ceramics of Italy” that
came into effect at the beginning of 2009, all ceramic productions made exclusively in factories located on Italian ground
wanted to be kept under control and protected. Now, only
products that have actually been made in Italy can boast the
prestigious Ceramics of Italy mark.
Creativeness, taste and elegance are some of the aspects the
company does never lose sight of; above all when innovative
projects of forms able to combine ergonomics and quality in a
joined tactile and visual experience of high profile are received.
It’s no accident that all I.M.A. productions are patented Europewide.
The commitment towards overall quality and the continuous
challenges of searching new forms push the company to lavish huge energy into developing their technologies, studying
prototypes and mass-producing cups and products exclusively
addressed to professional users. Projects and production systems
are conceived on a yearly basis within the technical office,
which manage to guarantee a great, acknowledged check of
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raw materials, quality and necessary standards during the whole
progress, in order to “take out of the oven” (it’s just the case to
say it!) different forms and models.
In the last years a new and innovative computerized design centre has been arising thanks to continuous computer and technological developments, which manages to accompany the client
almost real-time even through the creation of an ad hoc studied
and personalized cup.
Design and technical features a cup for professional use has to
have, are never lost of sight. All created forms and exclusive
models are obviously registered and proprietary, helping to protect each single project from danger of falsification. Moreover,
the company has a valued graphic studio that faithfully reproduces any image, “dressing” each model uniquely or suggesting
different graphic solutions in order to promote one’s own brand
in a more assertive way; for example through digital tridimensional models. Many designers, architects, artists, like Oliviero
Toscani, Goran Lelas and Matilde Domestico cooperate with
I.M.A., indicating forms, studies and projects that are always
creative and innovative. In the production and decoration of
porcelain, it is assured that each article meets the current European as well as the even more restrictive norms of the United
States as for cession of plumb and cadmium in products in
contact with food. Moreover, in terms of safety and traceability
of goods, in line with the Ministerial Decree of February 1st,
2007, provenance of products is certified, in order to guarantee
that the articles coming out from the factory have been made
exclusively in Italy.
All this makes I.P.A the leading made in Italy company as for
production of roasting products, reference point of that field; always a step forward than the others, able to look beyond current
trends. The company produces coffee cups in hard feldspatic
porcelain with technologies that have no and are able to stand
comparison, because they’re made with the same passion that
links millions of people every day to the most popular gesture
bound to taste, friendship and to themselves: drinking a good
coffee!
the sign moak
Moak Culture
by Sara Di Pietro
When we talk about Caffè Moak, we also have to think about its
almost visceral connection with the world of culture.
Considered a “beverage of intellectuals”, coffee makes its way in
art, literature and cinema.
The first edition of “Caffè Letterario Moak”, a national competition with the aim to spread the culture of coffee through writing
comes to live in 2000. Reaching its 11th edition, Caffè Letterario
Moak is today considered one of the most important national narrative competitions, which involves every year an average of two
hundred authors of very different ages and life experiences.
In 2011, a new section dedicated to short stories arises; “Il tempo
di un caffè” (Time for a coffee) - a narrative competition, which
sole restriction is the length of the piece of writing: not more than
six hundred characters. All chosen stories of the different Caffè
Letterario Moak and Il tempo di un caffè editions will then be
published in the anthologies “I racconti del caffè” (Stories about
coffee).
The eleventh muse is not the only one approaching to the Moak
universe. Coffee also becomes multifaceted protagonist of a film
competition. In 2006, the first “clapperboard” of “Corto Moak”,
the international competition specifically dedicated to short films,
gains the attention of many young artists and is numbered among
the most interesting one in the Italian panorama.
In 2012, coffee also meets the art of photography with the photo
competition “The Sign Moak”. Even in this case, topic is coffee.
The winning works will be used to create the covers of the different The Sign Moak issues.
However, Moak Culture’s aim is not only to spread coffee of culture through the different art forms. The project becomes holder
of cultural initiatives that offered visibility to several budding artists over the years. For many an opportunity to show their talent
and to see their own works being enhanced and appreciated.
Therefore, coffee is not only told, but also seen and experienced
or immortalized in a snap. The ever fascinating result is the diversity and uniqueness each artist deals with the topic of coffee in its
works, no matter if it’s a story, a film or a picture.
More information can be found on www.caffe-letterario.it ,
www.caffe-corto.com
Andrea Tidona
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01/2012
5 “M’s” of coffee.
“M” like Miscela (Blend)
by Saro Giunta
It’s the barman that vouches a perfect preparation of espresso.
Therefore, this article, where we would like to delve into each of
the rules to be followed, in order to serve an ideal coffee, is dedicated to him. These rules are also known as “5 M” rules: miscela
(blend), macinadosatore (grinder), macchina (coffee machine),
manutenzione (maintenance), and mano (hand).
In the present issue, we are going to start to talk about Miscela
(blend), from which taste, aroma and full-bodiness of the final
product depend on. A blend is the combination of different monorigins, obtained by roasting raw coffee. There are two kinds: Arabica and Robusta. The first one, more widespread, comes from
a plant looking like a small tree, which grows up to three metres
once pruned; its fruits include two seeds that are very similar to
cherries, round and outstretched. When ripe, they assume a red or
purplish colour. Coffea arabica comes from Ethiopia originally,
where the first cultivations started, which then advanced to the
tropical regions all over the world. Main feature is the higher per-
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centage of sugars, while caffeine (0,8-1,5%) is lower compared to
Robusta. In fact, you get a more aromatic coffee with sweeter and
milder taste from a blend containing more Arabica. On the other
hand, Coffea robusta (canephora) is a small evergreen tree, which
grows as well up to three metres once pruned. Even this coffee
plant produces fruits such as those of Arabica coffee, but they
are somewhat smaller. Robusta is able to grow even six hundred
metres above sea level, given that it better stands heat, diseases
and heavy rains and has a higher productivity. Caffeine content
is about twice as much as in Arabica (1,7 – 3,5 %). In fact, from
a blend containing more Robusta, a coffee that is denser and has
a more bitter taste, with higher creaminess and full-bodiness is
obtained.
The variety of monorigins also depends on the different plantation
types. Not everyone may know that other bushes, which proximity often affect the coffee bean taste, are frequently cultivated next
to coffee plants. For example, in a plantation called “commercial
policultivation”, besides coffee plants, orange trees, cloves or
legume plants are put, which have the role to fix nitrogen in the
ground. The picked coffee beans will certainly remind of other
flavours.
The percentages of Arabica or Robusta in a blend are not the
only requirements determining the beverage’s quality and aroma. 100% Arabica is often labelled as “special” coffee. An ideal
blend depends on several other factors: selection of coffee beans,
origins of their cultivations and roasting methods.
Obviously, what needs to be considered as well is the care the
barman has to give to maintenance and cleanliness of the coffee
machine, to grinding and to the practice in preparing and serving
an ideal coffee, beyond choosing the blend that best meets the
taste of his customers.
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01/2012
Moak,
another story
In the second issue, For[me]Moak introduces the new communication campaign 2012 “moak. another story”. In an uncommon Eden, Eve has an apple in her hand and is left disappointed by Adam, who is regardless of her and the object of temptation, being lost in the contemplation of a cup of coffee with
a dreamy expression. Such reaction provokes dismay in the
snake, which winds along the tree of knowledge of good and
evil. The headline says:” moak, another story”.
Once again an ironic statement about how Moak wanted to
chance a story everybody knows very well.
In “Another story”, like in the previous campaigns, the creative’s choice expresses a positive and optimistic message. An
innovative and unconditioned way of thinking and operating.
Even the graphic design, which has been entrusted to the
American illustrator Sally Vitsky, known for her three-dimensional compositions that make her works unique, is innovative. Moreover, Sally Vitsky’s art is distinguished by the use
of recycled materials, giving the project an educational value
regarding environmental friendliness, Moak has always been
susceptible to.
The originality of the illustrative technique comes out in the
new campaign 2012 “Another Story”. Could you tell us how
this happens?
I wanted to build the Eden with some white paper, adding
colours in the essential elements, such as the apple tree, the
snake and the two protagonists Adam and Eve. This contrast
accentuates their importance and focuses on the narrative.
However, this is but one scene in “Another Story”!
Where does the idea of using recycled materials come from?
I have always been attracted to the textural and tactile quality
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the sign moak
of paper. Much of recycled paper has an interesting surface
that lends itself to my work, although it is not easy to tell some
recycled paper from classic lines these days. My philosophy
is to make use of the resources we already have, rather than
wasting them.
What were your emotions while illustrating a new version of
“the story of Adam and Eve”?
I had great fun translating the Moak concept into my own creation! Not all of my projects make me smile while I’m working
on them, but the idea and the
opportunity to create my versions of iconic figures, such as
Adam and Eve, was an entertaining and very creative process!
Once again coffee embrace art. What do you think of this
union?
Coffee fuels my creative vision. I believe there is a fine art to
creating the perfect cup of coffee.
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01/2012
Maura Gosio and Marco Stabile,
two starred chefs for Moak coffee.
by Gian Paolo Galloni
Maura Gosio is a self-taught cook, who starts her professional
path at home, where she enjoyed cooking fish she found at the
markets in favour of her lucky friends. Then, together with her
husband, she decides to open the restaurant “La Piazzetta” in
Fermo (VA) her hometown, realizing her dream. She receives
the Michelin star in 2005 and moves to Cremona in 2011,
inaugurating the restaurant “Al Quarto”. Today, Maura pays
particular attention to regional cuisine, in order to enhance
cold cuts, cheeses, mustards (pickled candied fruit in spicy
syrup) and nougats - all specialties from Cremona – however,
without leaving out her unforgettable fish dishes.
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The dish with Moak coffee made my Maura is: Alaska cod
(black cod) with reduced coffee and honey served with small
gnocchi with coffee powder, mace and candied citron.
the sign moak
Marco Stabile, native of Pontedera, starts his learning path entirely along his beloved Tuscany: the hotel-management school in
Florence, the “Bell’Arturo Club” with Guido Sabatini, experience
in San Miniato and Prato, the prestigious “Il Salotto del Chianti” in
Mercatale Val di Pesa, the “Osteria” in Pasignano and the famous
restaurant “Arnolfo” of the Trovato brothers in Colle Val d’Elsa
(SI). He opens his own restaurant “Ora d’Aria” in Florence in 2005
and earns the sought-after Michelin star in 2011. Marco prepares
classic Tuscan dishes with extensive digression, giving vent to his
fantasy and obtaining results that are often irresistible.
The dish with Moak coffee made my Marco is: double risotto with
wild asparagus, Mortadella of Prato, piglet reduction sauce with
creamy coffee and Parmesan cheese and Normandy butter.
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01/2012
Moak’s story continues
by Massimo Giardina
In the first The Sign Moak issue we interrupted our history in
1994. However, first of all it is important to take a step back.
In fact, the year 1992 leaves its mark on Moak’s history, since
Alessandro Spadola, the founder’s first-born, joins the company.
Just graduated, he works next to his father, who already noticed
a certain passion for the coffee world in his son. His prosecution
has not just been the “natural” continuation of an entrepreneurial
family business, but also marked a turning point of the company’s
history. But let’s proceed in the right order. It’s the year 1994 and
we already mentioned that the current state of the company is
strong and sound in all its aspects.
It is an ideal situation and the fruits of nearly thirty years of labours and commitment can be enjoyed with great serenity. Due to this
situation, Giovanni Spadola compels his son to make a decision:
either working on maintaining this state of things or acting like
a co-pilot and join him in the challenge to carry the company
towards a new reality: internationalizing brand and products. This
trip looks very long, demanding, full of accidents and difficulties,
From left: Alessandro, Giovanni e Annalisa Spadola,
owners of Moak Coffee
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but satisfying, exciting and inspiring at the same time.
The choice is well-known.
This is how the trip of “Moak towards the world” begins. Results
are soon so clearly visible, that few years later new headquarters
in Milan completely dedicated to the export need to be opened.
It is the year 1996, when the Moak family grows with the entrance of Annalisa into the company, second-born of Giovanni
Spadola. She holds the position of Marketing Direction and
Communication. The first important result is the achievement of
ISO 9001 certification, the regulation that defines the requirements related to quality management systems. One year after, the
company also achieves ISO 14001 certification, which guarantees
full respect of the environmental standards during the production
of the Moak blends.
These are significant years, where Caffè Moak is introduced into
the market with a brand new look thanks to Annalisa’s charisma
and creativeness, starting with the redesign of the brand and launching the website, which has the task of promoting the company’s
image and the coffee culture. The first Moak calendar will be
introduced in 1997. Born as an advertising tool, it soon becomes
object of cult and collection and is every year longed-for with
the sign moak
increasing care both by the audience and the authorized personnel. Annalisa transmits her strong interest for culture to the whole
company, marking a developing stage in the way of communicating: besides traditional communication tools, new cultural initiatives will be created that are able to spread the brand outside the
narrow sector. The most important initiative undoubtedly is Caffè
Letterario Moak, a narrative competition that successfully reached
its 11th edition.
In 2006, Caffè Letterario is joined by Corto Moak, an international short-film competition addressed to everyone, having the
main aim to promote and enhance young talents from all over the
world. Meanwhile, in 2005 the coffee roasting plant “Americaff”
from Marsala is taken over.
The acquisition strategically serves to strengthen the presence of
the Moak group in the Sicilian large-scale retail trade and to create a commercial bridge, in order to cover the whole regional area.
Moreover, the year 2005 marks another essential transformation
in Moak’s history.
It’s the year where the volume of business, the staff and the overall complexity of the company reformulate even the new corporate shape: Caffè Moak becomes an Inc.
We came to the most recent Moak history. It’s the year 2009,
when Bob Noorda, one of the most popular industrial designers,
redesigns the company brand. Noorda does not change the historical colours of the company and creates an elegant brand that
today appears on all Moak products.
In January 2010, the new office and production district opens
within the industrial area Modica-Pozzallo.
An architectural complex developing on an area of 1600 sq m on
two levels for the directional and administrative area and 5500 sq
m for the production and storage area.
An important investment that allows including a space dedicated
to the marketing area with a graphical laboratory and the production of advertising materials as well as a press agency, whilst on
the first floor a large hall is dedicated to the chemical laboratory,
where coffee is examined and tested, in order to produce new
blends.
The huge upright openings and the plentiful use of glass that define the internal areas allow natural light to flow through the whole
building. These details give the architecture a great lightness, so
different from the traditional ideas of “ workplace”.
Moreover, the new base is provided with two coffee corners, a
sports hall, a sauna, an “entertainment” room including billiards,
table football and other games that are at the collaborator’s disposal, a show floor, a training room and a lecture room able to receive up to a hundred people.
This is the history based on salient points. It’s the “experience”
of a company that is 45 years old, but considers itself still very
young and with the wish to increase further.
That’s why we will continue to tell you our story.
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01/2012
TV and coffee,
long time devotion
by Dino della Casa
One of the most famous Italian-style candid camera ever is
the one screened in the mid-sixties, where a regular costumer
in a train station bar of Bologna dips his croissant into someone else’s cappuccino. At the man’s reaction, very kindly
saying that he would be favourably disposed to offer him a
cappuccino, the odd regular answers to anyway prefer dipping
his croissant into other customers’ cappuccinos; insomuch
as he keeps on repeating the same with other cappuccinos
regardless. The situation will obviously only be cleared up,
when the presence of a camera taping everything is revealed. This is an epoch-making event for lovers of the small
Caffè sconcerto (Sky TV)
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screen. Nanni Loy had been able to masterfully import the
successful American format “Candid Camera” with his programme named “Specchio segreto” (secret mirror), which still
meets with great success among many television watchers.
Furthermore, Loy had the quality of adding a touch of cynism
to situations, highlighting the unprepared victim’s psychology, coming through comedy that is an end in itself, limited to
mock the unfortunate. Therefore, the programme became a
merciless magnifier of social alienation, which started to spread over in Italy during the rising industrial culture of those
years. In the background of that scene, coffee or better coffee
within cappuccino was co-protagonist. After all, even the
rhythm of life was going to change in the heat of the Sixties:
Breakfasting in public places became more and more popular
the sign moak
Camera Cafè (Italia 1)
and the fortune of many bars was indeed represented by the
fact that they were able to offer good cappuccinos and excellent coffee.
Today, as in the past, coffee continues to be present on the
small screen, sometimes “in the flesh”, sometimes just evocative. In any case, due to par excellence process, its name
became an evocative of relax, break, chitchats among friends
and pleasure. There is a shower of examples. Just to mention “Camera Cafè”, the popular programme shown on Italia
Uno featuring Luca Bizzarri and Paolo Kessisoglu, where the
two hosts play all scenes in front of a coffee maker. In other
occasions, coffee does not appear directly, as mentioned,
but turns up with evocative strength within successful programmes of the small screen. This is the case of Uno Mattina
Caffè, a popular daily in-depth programme of Rai Uno, where
the choice of the word “caffè” is of course no coincidence.
Indeed, in this case, it’s about “taking a seat” (like on a bar
table?) to throw light on and maybe think about certain topics.
Last but not least, there is the show “Cafè Sconcerto” (coffee
disconcertment), which is also screened on Sky channels. The
idea rises from two stimulations: on one hand coming from
the cafè-concert, on the other hand from variety show. It’s a
very entertaining comical-musical show that wants to ironically and kindly “ape” the cafè-concert world, variety and curtain
raisers; a colourful collage of songs, comical duos, sketches,
parodies, anachronisms, actualizations and improvisations full
of fantasy, good mood and ease.
Camera Cafè (Italia 1)
Uno Mattina Caffè (RAI)
Colorado Cafè (Italia 1)
Specchio segreto di Nanni Loy (RAI)
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01/2012
A “super starred” bar
in Mazzarrino
by Massimo Giardina
It is three generations that the love of their own country and its
traditions binds the Cinardo family, who manages the Ariston Caffè,
one of the most important and historical coffee shops of Mazzarrino
- baroque town in the inland parts of Sicily and crossroads between the provinces of Enna, Caltanissetta and Agrigento - with great
devotion for more than fifty years.
It was June 6th, 1956, when Ludovico Cinardo and Cisarella
Petronilla had the bright idea to open a café accompanying it with
homemade confectionery and ice-cream. Those who stopped off at
the Ariston Caffè were undoubtedly attracted by their speciality: the
so-called pezzi duri, slice portioned ice-cream logs.
This passion for the art of pastry making has been passed on to
the son Giuseppe, who tries to keep the shop’s name high, doing it
together with his wife Rita Stuppia, in charge of the laboratory and
expert of traditions.
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About ten years ago, the two grandchildren Ludovico and Vincenzo
joined the team. Ludovico, the eldest, is an experienced barman
and deals with the cafeteria and the overall management of the shop
along with his father, whilst Vincenzo is a pastry chef and managed
to combine his studies with his passion for the confectionary art
under his mother’s supervising eye. Thanks to his participation in
events and competitions Europe-wide, his productions are known
even abroad and he gained the attention of critics of international
scale. In the past, as today, the Ariston Caffè made Vittorio Veneto
square more lively, becoming a place of encounters. The shop has
been completely restored and also offers a cosy tea room to its customers. In this period more and more dedicated to automation and
standardization, key principles of the Ariston are the skilful handmade processing and the research of highest quality used every day in
the preparation of snacks, ice-cream and pastries.
And indeed, the sweets made with this philosophy have been awarded several times nationwide in the last few years.
To find out more, we interviewed the Cinardo brothers and invite
you to read it.
The Ariston Caffè has been included for the first time in the prestigious Gambero Rosso guide “Bars of Italy”. Why such a success?
Having received this prestigious and aspiring award is really sati-
the sign moak
sfying. A result that has been achieved after years of sacrifice thanks to the
carefully chosen raw materials, besides a particular attention to innovation.
Since the very first inclusion, the guide gave you two cups and two
beans. What are the grading parameters?
Like in every prestigious guide, even the “Bars of Italy” one uses a
grading parameter that assigns coffee beans and coffee cups. The coffee
beans refer to the quality of coffee and one, two or three are assigned
according to the level of “goodness”, while the cups state an overall opinion regarding the shop. This grading is carried out after having verified
different parameters: offered products, service, environment and hygiene.
What influence had the quality of the blend you use in the assignment
of the two cups?
The choice of the blend is very important. Coffee is the basic and driving
element of a coffee shop, the pretext to make customers turn back.
In fifty years of activity, two coffee companies came one after the other.
However, it is also thanks to “Moak” that we got those praiseworthy
awards. Since we established our working relationship, the company
suggested this excellent blend, which quality has always been very high,
showing seriousness and professionalism.
In 2012, you received another award: your name also appears on the
Gambero Rosso guide “Pastry chefs and confectioners”, dedicated to
the great Italian masters of the confectionary art. What were the reasons in this case?
The inclusion within the group of Italian pastry chefs in the guide represented a further important credit certifying the passion we have for our
work. In this case, the grading parameter is indicated with one, two or
three canapés. We received one canapé for the good sweets, the service
and the environment we welcome our customers.
Remaining in the topic of pastry, you are also competing as best confectioner’s shop at the regional competition promoted by the Cavalier
Condorelli Foundation this year?
On March 23rd, the third edition of the competition addresses to the best
Sicilian pastry chefs took place, and we were placed second. An additional
certification we are proud of and which gives us the chance to introduce
our products beyond the regional borders.
Which philosophy stands behind your work?
How important is the care towards the customers’ characteristics?
Our policy is to take it one small step at a time.
Over the years, our shop went through some complete change both with
reference to the customer’s habits and the different mark we wanted the
coffee shop to have. Therefore, customers have always had an important
role. They help us to increase, to improve and to appreciate our work. So
the highest attention is always addressed to them.
Who is your ideal customer and what would you offer him in order to
win him for good?
There is no “ideal” customer. Whoever chooses our coffee shop, is received, respected and served based on his personal needs and wishes.
You have to maintain a high quality and professionalism, always suggest
innovation and be polite and welcoming to win a customer.
The client is gained when he feels to be coddled and we believe we succeeded in doing this.
Caffè Royale
15% White chocolate
30% Espresso
10% Whisky cream
45% Whipped cream
19
01/2012
by Sara Di Pietro
Coffee Association of Europe) only thanks to Luigi Lupi, barista
and certified trainer for barmen.
Today, Latte Art represents a new and playful way to serve
Cappuccino. An additional card the barman can play to win its
customers.
Andrea Antonelli, reconfirmed Italian Champion of Latte Art
S.C.A.E in 2011 for the fourth successive year, knows it well.
In the first The Sign Moak issue, we told you the story of Cappuccino. The art of making it is purely made in Italy, and so is the
pouring technique, better known as Latte art. The first decorations
on Cappuccino were made in the Eighties. However, Latte Art
became famous and part of the S.C.A.E. competitions (Specialty
In 2011, you won the title of Italian Champion of Latte Art
SCAE (Specialty Coffee Association of Europe) for the fourth
successive year. Are your emotions still the same?
It’s always very exciting. Every time, I hope everything goes well
and I make the best of it. Seeing me winning such a prestigious
“Latte art”, Cappuccino
by the Italian champion
20
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title over the years makes me proud and shows how passion for
this job is still very strong.
an ideal persistence and elasticity. Even milk must have the same
features.
Is winning, but above all maintaining such a prestigious title,
just fruit of years of experience or are also artistic skills required?
Winning itself is difficult; reconfirming even more. Like in any
competition, contestants try to win the title every way, although
sportingly.
That’s why you always have to be competent and you have to improve your own performance in every competition. I have always
been fascinated by freehand drawing in all its forms; however,
creating a decoration with a milk jug requires different manual
skills and techniques. Latte Art is the best way for me to express
my creativeness.
How can Latte Art be learnt?
There are specific courses both for experts who would like to introduce Latte Art in their bars and for those who want to take part
in competitions. Courses can last from one to three days, based on
training levels. Aim is to teach whipping, pouring and the main
techniques to create patterns that are always different and unique.
Latte Art certainly requires manual skill and completion time.
Can the decoration stage affect the creaminess of Cappuccino?
The skill of those who prepare a perfect cappuccino with Latte
Art technique lies in maintaining the right creaminess. That’s why
there are high-levelled expert courses addressed to barmen; these
teach not only a proper technique, but also a perfect timing to
prepare an espresso, to whip milk and finally to decorate.
How important is the choice of main ingredients - milk and
coffee - in the Latte Art?
The selection of coffee is essential. Only 100% Arabica blends
with specific features are used in the SCAE championship; that
is “speciality” coffee with a fine and stable cream structure and
Presenting oneself in a different way to customers surely is a
successful strategy in a coffee shop. What advice would you give
to your barmen colleagues, in order to serve a good choreographic coffee?
The word of advice I address to all barmen colleagues is to learn
the Latte Art technique; not only learn and create choreographies
and improve the product’s presentation, but also have the chance
to perform it in the own coffee shop, at any time, for any client
and in a completely independent way. In the last few years, the
world of coffee shops has changes: thanks to many training
courses addressed to those who work in this field, barmen are
becoming more and more professional, able to satisfy the most
demanding requirements of customers. Learning Latte Art is for
bars who want to offer a personalized feature.
For everyone interested, Latte Art courses are held in the new
premises of Caffè Moak. More information can be found on the
website www.caffemoak.com, under section for[me] training.
See the video
and discover
some examples
about “Latte Art”
21
01/2012
Eureka,
the leader of coffee grinders
by Marco Pederzoli
Eureka is leading designer and producer of coffee grinders,
characterized by refined design and innovative technology. The
company was set up in Sesto Fiorentino in 1920 as manufacturer
of electric motors, blenders and mincing machines and specialized in the immediate post-war in the coffee industry, becoming
an acknowledged and esteemed reference point for innovation
within this specific sector.
Having almost a hundred years of working experience, passion
and tradition behind, the Eureka brand is continuing its history
aiming at research and innovation. The result is the distribution
of Eureka coffee grinders in 52 countries, a brand of international
reference for experts of the Horeca sector. After all, the received
certifications allow the company to work worldwide, guaranteeing the respect of all norms in force along with the quality of
product entirely “made in Florence”: reliable, pretty and easy to
maintain.
The offered wide range is ideal for any type of coffee, productiveness and budget. Among coffee grinder-dosers, the ultimate
undoubtedly is the Olympus range, in the different versions
Olympus KR (conical grinders E 13/68 with a planetary rotation
reducer (just 330 rpm)), Olympus K (conical grinders E 13/68)
and Olympus 75 (flat grinders 75 mm). All products are provided
with micrometer device without any stopping points, automatic
start with standstill through the unique variable height flag with
5 pre-selectable positions when the grinder is full. Besides its
perfect functionality, the Olympus range stands out for its refined
chromatic finishes and its design.
Then, there’s the Zenith range, offered in the version Zenith_65
(flat grinders 65mm, micrometer device without any stopping
points, automatic standstill when grinder is full), as well as the
Fashion coffee grinder-doser with a glamour Seventies style.
Last but not least, Eureka also means instant coffee grinders that
are handy and able to suit any needs, allowing to grind coffee
only when needed, guaranteeing a fresh espresso full of aromas.
Today, two “on-demand” products are available: Mignon instantaneous, leader in professional sales of decaffeinate, monorigins
or BIO coffee grinding; Mythos, instantaneous coffee grinder
with long lasting flat grinders 75mm, dynamometric press and
digital piloting of all grinding stages.
Eureka is a Conti Valerio S.r.l. brand. For further information,
please look up the official website www.eureka.co.it.
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the sign moak
Face-to-face
with Enzo Vizzari
by Gian Paolo Galloni
A past as manufacturer and a present among the most listened
people in the world of gastronomical critique, Enzo Vizzari has
been director of the Espresso guides and above all of the “Guida
ai ristoranti d’Italia” (Guide through Italian restaurants) for a few
years. In 2012, it will be the 34th edition of a (serious, honest and
meticulous) guide, each year fully rewritten and made by more
than hundred gastronomists (most of them are journalists, but not
only). During the twelve months before publication, the guide
supervisors visit restaurants, trattorias, and taverns and judge the
cuisine assigning a score in twip and then describe the setting,
the cellar, the service. During our encounter with Enzo Vizzari,
we wanted to talk about coffee, which usually ends the meal in
Italy and too often does not match up the food that came before,
leaving a negative memory in the consumer. Vizzari gives coffee
much importance, but many restaurateurs haven’t understood it
yet. The introduction of caps or pads has certainly improved this
situation, but there’s still much to do. According to the director,
coffee is particularly appreciated because of its good taste lasting
in the mouth; that is its olfactory and taste completeness. Vizzari
takes coffee without sugar: “If it’s good you don’t need to sweeten it”, he explains - and since he loves it, he neither needs to add
alcohol. Sugar, sweeteners and liquors alter the taste and may not
let you catch all taste nuances a good coffee is able to offer. He
agrees with us that the best coffees are taken in the south, but it’s
difficult for him to find the reason. Even Enzo provided his office
and home with an espresso machine. “I either drink a good coffee,
or nothing!” he loves to repeat. Besides the goodness, it’s indispensable for the director that coffee is served in a hot cup and he
gets quite angry when it’s not. We all agree in affirming that Italy
is the country where you drink the world’s best coffee. Hopefully,
also other countries, especially thinking about France, are going
to dedicate themselves to imitate us and leave aside a silly chauvinism, offering clients a good Italian-way coffee.
VADEMECUM OF A “CAFFEIST”
ACCORDING TO ENZO VIZZARI
1) The cup containing coffee has to be warm
2) Neither sugar nor “correcting fluids” shall be added to a good
coffee, in order that aroma and taste will not be altered.
3) Best coffee can be tasted in Italy, above all in the south.
4) Having an espresso machine both at home and in the office to
prepare a good coffee can be very useful.
5) Hopefully, even other countries dedicate themselves to imitate
the excellent Italian-way coffee; above all France being close by.
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01/2012
Coffee in Art
by Gian Paolo Galloni
Apparition of coffee in art coincides more or less with its
diffusion in the main European capitals in the 17th century.
Coffee spreads over quickly in London, Amsterdam and Paris:
this warm and exotic beverage with aphrodisiac and therapeutic properties soon conquers the courts and upper classes of
society. The oldest depiction of a coffee cup overflowing with
the warm beverage in a painting is the extraordinary still life by
Francisco de Zurbaran (Fuente de Cantos 7/XI/1598 – Madrid
27/VIII/1664): plate with lemons, basketful of oranges and cup
with a rose (1633, Los Angeles, Norton Simon Foundation) the only one signed by the artist.
24
In the famous Breakfast in the Studio painted by Eduard Manet
(Paris 23/1/1832 – 30/4/1883), situated in Munich, Neue Staatsgalerie, the protagonist, young Leon Leenhof, and the still
life at his back are dealt with the same commitment by the artist: just on a corner of the set table, a refined white china coffee
cup with golden outlines comes into sight among lemon skin,
oyster shells and wine glasses, whilst the background shows a
servant approaching and holding a hot coffee pot in her hands.
the sign moak
Paul Cezanne (Aix en Provence 19/1/1839 – 22/10/1906) fulfils
his continuous research towards the form, which will be highly
important for the Cubists, in his Woman with a Coffeepot, carried out between 1890 and 1895. The female figure with hands
abandoned on the apron, is sitting next to a table, where a
coffeepot and coffee cup with spoon are put on a red tablecloth
contrasting with the woman’s dress and apron.
Edward Hopper (Nyack 22/7/1882 – New York 15/5/1967)
depicts the American life, which is reflected by typical landscape, locations and situations of the country, in some sort of new
Realism in his very famous paintings. Coffee is often present in
his desolate night visions of “suspended” mood, as if they were
film frames: in Automat (1927, Des Moines (Iowa), Des Moines Art Center), the girl has her gaze lost in her thoughts and a
steaming coffee cup; while in the later depiction Nighthawks
1942 (Chicago, The Art Museum) set in a semi-desert night
diner, gloomy characters drown their loneliness in front of the
ever-present filter coffee cup.
25
01/2012
Brambati S.p.A.,
“turnkey”
coffee processing
by Marco Pederzoli
Since 1945, Brambati S.p.A. is leading producer of process
systems for the food industry. Especially in the coffee industry, the company studies, conceives and creates complete
systems to process raw materials, starting from the receipt of
the green to the packaging machine feeding, going through
cleaning, storage, weighing, blending, roasting, transport
(with the traditional automatic transport or the slow new
generation transport), grinding and degassing stages.
Brambati roasters have different sizes, going from 5 - 7,5
Kg/batch (20Kg/h.) to 360 Kg/batch (1440Kg/h.), and can
be either in traditional style or with a highly computerized
design, which allow a total flexibility of the coffee roasting
process control and key the roasting features to the different
requirements of customers. Moreover, the company is able to
provide the special steam burner, ECO model, for each roaster, in order to check air emissions, as well as the catalyst.
Even the Brambati mills can be of different size and type;
from the traditional one with production from 100Kg/h. to
2500 Kg/h. for espresso, Moka and filter coffee up to special types with productions from 450Kg/h. to 700Kg/h. for
Turkish and Greek coffee. The company also provides control panels, hardware and software. Indeed, all systems can be
totally computerized and automated.
Brambati S.p.A. is based in Codevilla, in the province of
Pavia, and besides the coffee sector, it also deals with plant
design for food industry in general, going from the confectionery industry to biscuit factories, from bakeries to pasta
factories and baby-food companies. Even for the mentioned
sections Brambati is able to provide “turnkey” systems, up
to feeding kneaders or other using points that may be used
through stages of storage, weighing, cleaning, transport, dosage of raw materials both in powder form (flour, sugar, etc.)
and in liquid state (water, oil, etc.).
Today, the Brambati Group is a dynamic and innovative reality with more than 90 employees, which exports technological solutions all over the world.
Caffé Moak currently is the sole company in southern Italy
that makes use of a Brambati cutting-edge system, which
helps to guarantee best quality of the final result.
26
the sign moak
Coffee and health
Apnoeas of a premature baby:
therapy with caffeine
by Sara Di Pietro
Dr. Francesco Spata,
paediatrician
and neonatologist
For many decades, the use of coffee and of its main component caffeine have been enshrouded
by several myths and twisted statements that have definitely been disavowed by the most recent
medical literature thanks to thorough researches. That’s why The Sign Moak, through the voice of
specialists, wants its readers to know about the beneficial effects of coffee, dedicating a new column,
called “Coffee and Health”.
In this second issue we are going to talk about “therapy with caffeine” on premature babies. Not
everyone may know that among the 10 most used medicines in neonatology, caffeine is the safest,
most effective one with the best cost/benefit value. The first proof of effectiveness and safety was given thirty years ago and is today considered a prime therapy in the treatment of apnoea in premature
babies. We interviewed Dr. Francesco Spata, paediatrician and neonatologist working at Neonatology and Critical Neonatal Care ward of “Maria Paternò Arezzo” hospital in Ragusa.
Caffeine is administered to many premature born babies in their very first days. In which cases is
this therapy used?
Therapy with caffeine, which belongs to the group of methylxanthines, is prescribed in case of “Apnoea of prematurity”, a fairly common and recurring pathology found in 25% of babies born before
37 weeks and in more than 80% of those born weighing less than 1 kg. Apnoea means “cessation of
breathing for at least 20 seconds”, which can be associated to and complicated by a heart rate drop
and reduction of blood oxygen.
How and for how long is the drug monitored?
Caffeine appears in the form of a drug and is administered to newborn babies intravenous or orally,
usually through a tube that is also used to feed them.
The first dose, known as attack dose, is 20 mg each kg the baby weighs; then you continue with
a maintenance dose of 5 mg each kg. Therapy takes place on a daily basis for long periods and is
highly safe; above all in the tiniest babies born with a low weight (average time is 37 days).
Additionally, high safety is borne out by scientific works, which use a dosage that is 4 times higher
without a significant confirmation of side effects.
What are the benefits to the newborn?
Caffeine replaced theophylline by now, given that it is better tolerated and has a higher therapeutic
index. It acts in the brain, directly on the breathing centre and on the lungs, improving the functions
of the respiratory muscles. Moreover, caffeine is successfully used any time the mechanical ventilation, some premature babies depend on, needs to be interrupted. Indeed, tracheal intubation and
mechanical ventilation make these tiny patients survive, but they also submit the premature baby’s
delicate lung to a continuous trauma, worsening their prognosis and survival possibilities.
Different researches have shown that caffeine may influence people’s mental abilities. In case of
prematurity, can the dosage influence the brain activity?
A recent multicenter research showed that caffeine reduces the incidence of bronchodysplasia, a dangerous lung disease that affects the smallest premature babies who weigh less than 1,5 kg, improving
the survival rate to 18 - 21 months, without any neuromotor disabilities (cerebral palsy and cognitive
delays).
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01/2012
Sweet seductions,
coffee and cake
“The only way to get rid of temptation is to yield to it”
O. Wilde, “The picture of Dorian Gray”
by Marco Pederzoli
What’s better than pleasure? Double pleasure, of course!
There’s nothing better than giving in to temptation of “sweet
seduction” to increase the excellent taste sensations you feel
during a Caffè Moak cup. These pages suggest five different
ideas; all to be tried for yourself and your dear friends.
Amarettini
Ingredients for about 90 pieces: 50 grams fine minced peeled
almonds, 200 grams sugar, half vial of almond aroma, 4 egg
whites. Preparation: blend the minced almonds with about ¾
of sugar and add the bitter almond aroma. Beat the egg whites
until stiff and add the remaining sugar a bit at a time. Add first
1/3 of the almond and sugar mixture to the stiffed egg whites, then another third and finally the rest. Spoon the mixture
into a plain-nozzle piping bag and form small buns as big as
nuts onto the baking tray covered with baking paper. Bake for
35-45 minutes at 140°, until golden.
Cantuccini
Ingredients for about 40 pieces: 200 grams almonds, 500
grams flour, a spoon of baking powder, half spoon of salt, 90
grams butter, 2 eggs, 70 millilitres of Caffè Moak espresso, 40
millilitres of coffee liqueur. For the dust: cinnamon or mixed
sugar and cinnamon. Preparation: roast the almonds for about
10 min in preheated oven at 180° and then finely mince them
in a mixer. Blend the almonds with flour, baking powder and
salt; add butter, sugar and eggs, coffee liqueur and the slightly
cooled Moak espresso. Knead the mixture until smooth. Form
three rolls, each 3 centimetres thick and 25 centimetres long.
Place them onto a baking tray and dust them with cinnamon.
Set the oven function on “Thermovent” at 180° and bake them
for about 25 minutes. Finally, take the baking tray from the
oven and cut the rolls slantwise into slices with a jagged knife.
Put the slices onto two baking trays and bake again for another
15 minutes.
28
the sign moak
Crispy Talleri
Ingredients for about 90 pieces: 100 millilitres cream, 100
grams butter, 100 grams brown sugar, half spoon of flour, 80
grams sesame seeds, 80 grams grossly minced pumpkin seeds,
80 grams grossly minced sunflower seeds, a vial of vanilla
aroma. Preparation: Roast the sesame seeds in a non-stick pan
without adding any fat. Add cream, sugar, butter and flour in
a bowl and bring it to the boil, mixing repeatedly. Add sesame, pumpkin and sunflower seeds, vanilla aroma and keep
on mixing. Form small buns on a baking tray covered with
baking paper with the help of two teaspoons. Bake for 12-15
minutes at 180°, until golden.
Vanilla biscuits
Ingredients for about 90 pieces: 220 grams butter, 80 grams
icing sugar, 5 vanilla sugar sachets, 70 grams minced hazelnuts, 280 grams flour. Preparation: Knead the butter, icing
sugar and vanilla sugar until soft. Add half of the flour and
blend; then add the other half of flour and the minced hazelnuts. Form 3 centimetre thick rolls, put them in the freezer to
cool and then cut them in 0.5 centimetre thin slices. Put the
slices onto two baking trays and bake for about 15 minutes at
180°, until the biscuits are golden.
Vanilla Pretzels
Ingredients for about 40 pieces: 300 grams flour, 100 grams
sugar, a vanilla sugar sachet, a pinch of salt, a spoon of lemon
juice, 150 grams butter and 1 egg white. For the dust: icing
sugar. Preparation: knead the flour with sugar, vanilla sugar,
salt, lemon juice, butter in bits and the egg white until the
mixture is smooth. Let the mixture stand in the fridge for
about 30 minutes; then roll the mixture out on a floured surface about 1-cm thick. Form the pretzels with the special cutter
or with squares, stars or rhombs. Put the biscuits on baking
trays and bake of about 15 minutes at 170 – 190°, until golden. When baked, roll the biscuits in vanilla sugar.
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01/2012
Industrial Design,
Coffee meets visual arts
by Sara Di Pietro
Even for the year 2012, Caffè Moak has launched important
initiatives involving budding artists, but also designers that are
well-known in the world of the industrial design.
The renewed partnership with Aiap (Italian design association
for visual communication) for the second year show a possible
synergy between the entrepreneurial world and associative
realities, both paying attention to catch on cultural values.
“Together for a sustainable packaging” is the project that
opens the activities in 2012.
Protagonists are thirty students of the Academy of Art in
Palermo, called to design a packaging that could live beyond
its primary function to protect contents (six coffee cups with
saucers and a coffee tin). Unusual boxes with particular care in
choosing materials and marked originality to convert them into
items that can be reused.
The works have been presented on March 23rd during the
convention mount in the Palazzo Fernandez conference room
in Palermo, under Cinzia Ferrara’s supervision, teacher of the
30
packaging course and national Aiap vice president.
“Together for a sustainable packaging – explains Cinzia
Ferrara – has a second life. Caffè Moak has to choose the best
project among all of them, according to innovation and feasibility criteria.
One of the student will then see the process of his/her work,
from the impalpable dimension of the idea to the material one
of the artefact”. Caffè Moak dedicated the first “Together for a
sustainable packaging”-day to a workshop last December, by
opening the doors of the new base for the Packaging course
students and allowing them to absorb not only a store of knowledge, but also an entire system of stories, images and smells
that accompanied the history of Moak. An experience going
beyond the frontiers of didactics, giving them the opportunity
to confront themselves with the productive reality, and one of
them the chance to see a project carried out.
The synergy between Moak and Aiap also generates the
project “Sugar(not)free”, a design competition for a small series consisting of six white sugar and one brown sugar sachet.
The initiative will again emphasize the comparison between
the sign moak
Moak product quality and the Aiap partners’ planning skills.
Designers will have to design a sign or “visual alphabet” system
to be reported on sugar sachets that could recall the Moak world
and its excellent products.
Three winners will be shortlisted, but only one will see his or her
project carried out and distributed by Caffè Moak, with an annual
print run of about eighteen million sachets.
Moreover, Moak will take part in the most important initiatives
Aiap planned for 2012, starting with the biennial award “Design
Woman Award”, addressed to designers of visual communication, whilst an exhibition mounted at Milan’s Triennial will be
dedicated to the celebration of “great masters”, who left their
marks on the history of graphical design. Furthermore, Aiap will
be attending the fourth edition of the International Graphic Art
Week from November 25th to 29th in Venice and Treviso. This
year’s topic is “Art, design, new technologies”.
In the next The Sign Moak issues, we are going to introduce you
to the winners of “Together for a sustainable packaging” and
“Sugar(not)free”.
Further information on www.caffemoak.com and on www.aiap.it
p. 30: “International Graphic Art Week” Cagliari, September 2011”
On tip of this page: “excerpt of the Sugar(not)free competition”
Here below: flyer of the convention “Together for a sustainable
Packaging”, Palermo, March 2012”
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01/2012
Pink Sicily,
Teresa Mannino
by Marco Pederzoli
If she were to tell about her first forty years, Teresa
Mannino from Palermo would only be spoilt for choice as
for where to start. Becoming more and more popular and
well-known to the general public over the last few years,
her career sure enough starts from afar and has been built
with constancy and passion over time. With the following
page, The Sign Moak want to pay a small homage to a
self-made woman that gained the heart and fondness of
many Italians. She was born on 23 November 1970 in the
Sicilian chief town and graduated in philosophy. She has
always been attracted by the world of drama and entertainment and now became comedian, cabaret performer, actress
and anchorwoman and already collected several successful
experiences. Just to remember some milestones of Teresa’s
career, her brilliant performances in different Italian
movies, which recently filled the movie theatres, can be
mentioned: “Amore, bugie e calcetto” (Love, lies and fivea-side) (directed by Luca Lucini, 2007), “La fidanzata di
papà” (Dad’s girlfriend) (directed by Enrico Oldoini, 2008),
“Meno male che ci sei” (Good thing that you are there),
(directed by Luis Prieto, 2009), “A Natale mi sposo” (I’m
going to marry on Christmas) (directed by Paolo Costella,
2010), “Ex - Amici come prima!” (Ex – friends like before!) (directed by Carlo Vanzina, 2011) and the brand new
“Buona giornata”, (Have a good day) also directed by Carlo
Vanzina. However, this is but one aspect of a very eclectic
and intriguing character that ranges over from comic (she
hosted three editions of Zelig Off), to radio, TV, commercial and soon even to publishing. Even philosophy continues to be instrumental in her life; insomuch as she describes herself a “researcher of the real pure comical thought”
on her official website www.teresamannino.it. Of course,
comic. Her sense of humour is simple instinct, as she
admitted in an interview to “Repubblica”, where she states
amongst other things: “Laughter is like falling in love: you
don’t know well why it happens”. She already received
many awards on Italian press, but Teresa has anyway great
projects. Between serious and facetious (the wonderful
dimension only irony is able to offer…), she also states on
her website that she dreams of Hollywood. Actually, she
does not lack determination, sympathy and skills. Good
luck, Teresa!
32
the sign moak
33
01/2012
Moak’s coffee
bean story continues
by Corrado Barone
In the first The Sign Moak issue we left the coffee bean
after a long journey and several tests within the storage
silos. Our material spends some time in here - usually few
34
days - before going to the roasting machine. However,
before reaching this step, the coffee bean has to pass a last
test: the densimetric table, a tool based on separating the
beans of different specific weight. It is a final selection that
guarantees the coffee’s homogeneousness before being processed. Once this last test has been passed, the bean is ready
to receive the treatment that will turn it into the beverage
we all know: the roasting.
Hence, the bean is transferred into the roasting machine
from the densimetric table through a pneumatic transport
system, where the roasting is carried out at a temperature
and duration that respect the quality and characteristics of
the type of coffee the bean belongs to.
As you can imagine, roasting is the most important aspect
of the coffee processing. That’s why our company pays
particular attention to the control and selection systems, in
order that the used raw material is of high quality and the
the sign moak
used coffee beans are treated and taken care of at their best.
Once the roasting finishes, the coffee is ready to be stored
in specific degassation silos, where a ventilation and valve
system allows the gas to evaporate, given that the beans are
full of that gas generated during the roasting.
That way, the bean remains undamaged as for taste and
aroma.
Apparently, we are at the end of our beans’ journey, but
we actually don’t know how many kilometres will be made
before becoming a wonderful coffee in cup.
Considering that Moak is present in all of the five continents, the last part of the journey, that is the delivery to the
end consumer, can be far longer than the stage that brought
it to us from its origin.
In order to allow our blends to reach the whole world maintaining aroma and taste, the coffee is packaged in a protective environment following the most modern systems after
degassation treatment.
An additional attention that guarantees our clients the best
Moak quality.
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01/2012
C.I.M.E.,
the best solutions
for coffee machines
by Marco Pederzoli
C.I.M.E. S.r.l., acronym of Costruzione Italia Macchine
Espresso (Manufacture Italy Espresso Machines) is set up in
Milan at the beginning of the 21st century and soon becomes
leading company in the production of coffee machines for the
horeca sector. Nowadays present in the Italian as well as the
foreign market, C.I.M.E. is distinguished by offering clients
a highly flexible and calibrated service with ad hoc solutions
as each case requires. Using the renowned consideration as a
starting point that the rules of the “5 M’s” ( Miscela – Blend,
Macinatura – Grinding, Macchina da caffè – Coffee machine,
Mano – Hand, Manutenzione – Maintenance) have to be followed in order to make a good coffee, C.I.M.E. provides the
best coffee machines any professional user may require. The
distinctive features that quickly lead the company to become
leader on the market start already from each model’s chassis
made of high-end raw materials and designed with a simple
and immediate style, with the view to ease both the use and
technical maintenance interventions. Within the chassis, the
parts are calibrated to guarantee a balanced thermic exchange
between the heat exchanger and the group, in order to provide
an excellent result for every served coffee cup. Indeed, maintaining water at a constant temperature is one of the secrets to
get great results when making coffee.
Another distinctive feature that characterizes C.I.M.E.,
directly related to the used quality materials, is the extended
maintenance times. In fact, it is well known that calcium and
magnesium naturally contained in water make all professional
coffee machines require periodical maintenance interventions.
The functionality and quality all C.I.M.E espresso machines
are designed and manufactured with, allow maintenance both
to be delayed in time and to be carried out in an easier way.
Within the suggested models, top of the “Ellipse” range is
available in the versions with two or three groups and features
a very simple use, besides an overall guarantee of excellent
result.
If it’s true that the best coffee can be found in bars, an important merit of this statement has to be given to C.I.M.E., a
company where coffee machines are manufactured and assembled from the first to the last part, starting from the design and
bringing a final result. When it comes to guarantee quality for
the horeca sector, this is the only right track: C.I.M.E.
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the sign moak
Delicatessen Moak
i tartufi al caffè
by Dino Della Casa
Coffee is not only a drink. It is pleasure and quality of life. If
the best idea to carve out a moment of peacefulness and serenity always is to enjoy a good Caffè Moak coffee cup, what’s
better than matching it with “delicatessen” to enhance such
pleasure? Small changes with reference to the “topic about
coffee” increasing the potentiality and enhancing the pleasure
of such charm.
Like the “Caffè Moak truffles”.
Packaged in small favors, they are a fine present to be offered
and offered yourself.
A delicious and irresistible after-lunch.
The following recipe is but a simple and easy suggestion to
make the Moak coffee moment twice as tasty. Both the cup
and the “delicatessen”.
Ingredients for 40 truffles:
100 gr Moak espresso
125 ml cream
150 gr chocolate glaze
150 gr bitter chocolate
50 gr butter
2-3 teaspoons of rum
40 pastry paper cases for chocolate
Preparation:
- pour coffee and cream into a kettle and bring them to the boil
- add glaze, crumbled chocolate and butter and melt everything.
- add the rum
- place the mixture for 2 hours into the fridge; then knead it for
3 minutes, until it gets creamy.
- Spoon the mixture into a piping bag and form rosettes within
the pastry papers
- keep refrigerated until served
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01/2012
Valentino Rossi
Fire red,
Ducati
by Marco Pederzoli
Talking about motorbikes, there’s one name kept in suspense
between history and myth, truth and legend. A name generating a shiver down to your spine, because you can’t but feel
excitement in front of two wheels like these. Topic in question
is obviously Ducati, a company and brand connected to great
champions like Casey Stoner and Valentino Rossi in MotoGP,
Casey Stoner
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which keep on buying up prizes out of the tracks. Latest news
is that readers of the prestigious German magazine “Motorrad”,
Europe’s most widespread motorcycle magazine with 110.000
copies, confirmed the success of three models of the Bolognese
company as the “most beautiful” of their corresponding categories. “An impressive number of 39.084 forms arrived at the
editorial office for the 14° edition of “Motorrad des Jahres
2012” (around 11.000 more than the year before) – explained
Ducati. Once again, Ducati played the role of acknowledged
protagonist, stealing the show and collecting awards and certificates that confirm the success of the new models “made in
Borgo Panigale” keep on winning in Germany as well as all
over the world. Ducati won in three out of eight categories the
bikes were divided in, turning out to be the best motorcycle
company ever that won most first places. The brand new and
revolutionary 1199 Panigale won the “Sporting Bikes” category, gaining 41,2% of preferences. Diavel Cromo got another
important achievement, winning the “Naked Bikes” category.
The Multistrada 1200 S Touring won among the all-rounder
road bikes. “Ducati deserves such success in all senses”, commented Michael Pfeiffer, director of the magazine Motorrad.
“This Italian motorcycle company is pushing hard, introducing
innovative and interesting bikes onto the market. After repeating last year’s gained success with the Multistrada 1200,
in 2012 they obtained two first places in categories that are
as prestigious: the Diavel Cromo and the new super sporting
1199 Panigale; these victories have been achieved with really
the sign moak
important results and percentages. Well done!” What are the
distinctive features of the three winner bikes? Here are some.
Panigale 1199 belongs to the Superbike category. Engineers
and designers working on its creation were given free reign,
in order to create a bike that would be able to offer best performances ever. Named “Panigale”, this new bike breaks the
Ducati Superbike tradition, assigning the name of the historical
headquarters in the Bolognese quarter to the engine: Borgo
Panigale. His engine is bicylindrical and has been renamed
“Superquadro” while the company defined it as “the most
powerful worldwide” with 198 hp and torque of 13.5 kgm.
“The engine” – continues the company –“has been assembled
to allow a drastic reduction of the vehicle’s overall weight.
Moreover, since Ducati always searches for performance perfection, maintenance intervals were managed to be extended up
to 24,000 km”.
Multistrada 1200 belongs to the namesake category and brings
a dowry of a considerable electronic baggage. Standard equipment on both versions, 3 different engine maps and 8 “sensitivity” levels of dynamic traction control. The engine is a
traditionally Ducati L-shaped bicylindric with desmodromic
distribution. It comes from the Testastretta 1200 family, but has
a different geometry of the valves, offering larger flexibility
in the touristic use it is designed for. Last but not least, the
“Diavel Cromo”, where Diavel means “devil” in Romagnol
dialect, but also refers to a common expression to define a person that has difficulties in finding peace. Indeed, Diavel Cromo
Ducati Diavel
Ducati 1199 Panigale
is the core of dynamism. The company describes is like this:
“the mirrored gloss of the chromium-plated tank in marked and
stylish contrast with the shiny black turns Diavel in an object
of worship. Its saddle has been created with horizontal grooves
and its old-fashioned looking Ducati logos complete the vintage
interpretation of the Diavel style. Diavel’s heart is the Ducati
Testrastretta 11° propulsion, a direct development of the highly
powerful Ducati Corse engines that won on tracks all over the
world. The Testastretta 11° exploits the extraordinary engine
power, making it flexible and usable: a significant headway in
terms of performance, flexibility and driving pleasure”.
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