Mariafiore Maggiordomo, Managing Director of Jolly Caffè Spa, a partner company of the Istituto Nazionale Espresso Italiano Srl – Benefit (Inei), explains why.

What does Italian espresso identifies with?
The excellence of the Italian espresso is identified with the characteristics of the drink that allow a singular sensory satisfaction, determined by the uniqueness of the extraction method: the emulsion, and therefore the cream, and the use of blends of origins quality. The sensory characteristics sought everywhere in the world are in fact the persistent and shiny cream that hides a fragrant and invigorating liquid, good body, aromatic variety, persistence and absolute finesse and cleanliness on the palate. The Italian Jolly Caffè espresso is identified and identifiable in this way by the thousand surprises it manages to express in a few sips: it is amazement, a sensorial surprise.

What do the most important markets want from Italian espresso?
Training is essential and a positively distinctive sign of recent times. Culture and research for product quality are rooted in the European markets. Here the effort of the Italian roasters is focused on training, price management, assistance and the ability to be present for the customer. The major Asian markets also recognize the superior products, now shape their own taste and seek training. To be well received in this immense market, roasting companies must have large and solid economic and administrative bases, present a quality product and have a trained and capable distributor on site.

What are the challenges of the future?
Even for espresso, the challenges for the future will be marked by the major problems that will involve us in the short term: environmental sustainability, the production capacity of the food industry, the collapse of the population in large megacities and the massification and mechanization of agricultural production.

What is the importance of the Inei certification?
Jolly Caffè was one of the founding members of INEI, therefore among the first to recognize and try to defend the importance of a serious and recognized certification. This allows you to have a group strength, but also a consistency to present your professional qualities. In this way, Inei is and will be useful in promoting and supporting roasters and machine manufacturers who propose an alternative way to flattening, uniformity and taste homogenization.