Welcome
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Alessandro Borea, born in 1970, graduated in Business Economics from Bocconi University in Milan, married with two children, is currently managing director of the family-run La Genovese coffee roasting company in Albenga (Savona) and president of Istituto Espresso Italiano (IEI).
"It's a great honor to receive the trust of my colleagues. I'm particularly pleased that a roaster has been chosen to lead Istituto Espresso Italiano (IEI), at such a unique and delicate time for our industry, amidst raw material costs and product margins," said Alessandro Borea, the new president of IEI. "I must thank Luigi Morello, the outgoing president, for the work done to date, and also the team that will support me on this new journey, which will focus on the growth of the entire Italian coffee supply chain."
"It's a great honor to receive the trust of my colleagues. I'm particularly pleased that a roaster has been chosen to lead Istituto Espresso Italiano (IEI), at such a unique and delicate time for our industry, amidst raw material costs and product margins," said Alessandro Borea, the new president of IEI. "I must thank Luigi Morello, the outgoing president, for the work done to date, and also the team that will support me on this new journey, which will focus on the growth of the entire Italian coffee supply chain."
Training, education, and communication: the three pillars to further strengthen the Istituo Espresso Italiano (IEI) brand. "A unique brand in the espresso sector that we must not only strengthen in Italy through direct-to-consumer communication and certification of coffee shops, but we must also work to grow it abroad, where Italian espresso continues to enjoy public favor and where, as IEI, we can support professionals in communicating with the end consumer," adds Borea. Training on the one hand, and education on the other through activities that directly impact the consumer. "Our ambassador must be the barista, the last link in the supply chain before the consumer," continues Alessandro Borea. "We have excellent professionals in this area, and we must continue to focus on them so that they can connect with consumers, especially those of tomorrow, with a more modern concept of espresso at the bar." Communication will also be the other element that the Istituto Espresso Italiano (IEI) will focus on. "We will need to strengthen the brand's presence on all fronts, including through traditional press and social media."