About Coffee

Who are we ?

Isabelle and Luigi Orlando

Coffee history

Isabelle and Luigi Orlando in the coffee way:

"My passion for the coffee remind me childhood, in the south of Italy. The first kiss that my grandmother gave to me in the morning had the taste and the aroma of the coffee. Children did not have the permission to the black drink. I could therefore had an idea through the affection of the grandmother when she tightened to me strong between hers arms. I loved so much my grandmother and its coffee aroma. Then, on age of twelve, I was used during the afternoon, when my mother was sleeping, to fill up and to put on the fire the “coffee pot” and to prepare my coffee personally grinded of which I had perfectly comprised the exact grinding for the method “moka. I remained at least one hour tasting the forbidden drink. When my mother woke up herself, I carried to her one beautiful cup of this strong and black coffee that it was supposed being prepared only for her, she kissed to me sayng “sei un tesoro”.

Years after, during holiday job like barman on the tirrenica coast of the Calabria,the passion with which I prepared the professional coffee machine and the graund coffee, it was equal to the satisfaction when, all the mornings, I saw an old customer coming on his bicycle after 30 miles, wanted to taste the coffee that i had prepared. “Gigi”, he said, “the day when you will leave from here, my life will not be the same one”.

Ten years after, coming into the the student's office of the business school, I heard a disappointment from a colleague that he had not found the stage that he wanted. He wanted one in the financial field. I had a banking appointment in Rome for a stage in New York, at their branch. When i asked where he was invited he answered with disappointment “to Trieste at a roaster firm”. “come”, I said to him, “we will see if the secretary wants to make a swap. The day after, I was in car directed to Trieste to illycaffè, for one stage at their branch of Paris. Six months later, with Paulette, my wife, and two friends, we launch ourselves in the adventure of the coffee. Isabelle to the secretariat and the marketing (had as soon as ended its course designer to the Estienne school in Paris), Antonio at trades, Mario to the deliveries and myself to the management.

In 1993, we have opened the first distribution network in the field offices for the Illy to Paris, in the 10th arrondissement. Today this distribution is called “OCS” (office service coffee), the small automatic distribution.

In 1995, we opened the first Illy boutique in Europe, in the 6th arrondissement of Paris, exactly to the 9, of “rue mayet”, completely dedicated to the private consumption of coffee pods and and repairing services of coffees machines.

Then, the pods market is exploded and the great distribution has taken control the private market. In effects, it was me that I invented in 1993 in France the term “dosette”, writing it in depliants and documents. At that age, in France the pods were called "cartouches " or “capsules”, but I wanted to give to them a personal connotation that was “dose” that it sounded good in Italian and French. Such “dose" was to the origin of the search of our name and ours logo, in fact, the company name had to be “the life in dose”. But to Isabelle it did not appeal to, thus to the eve of the appointment to the Chamber of Commerce for the opening of the company, the name became “AROMES DE REVE”.

Everybody was happy. Now, thirteen years are passed, I always work in Paris, in the coffee world. Today like roaster, Paulette, from the beginning by my side, it works to the image and the design of my coffee that, second saying of many, it is a beautiful one.

From my part, I hope that the beauty is at least equal to its goodness,anyway, in Italy, the sampling that I have made to try, is successful for the new thin and refined aroma of “BLUE MOUNTAIN” that I have blended to the other green ones… Please keep the secret.

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