It is often like this: a child is born. The family is of humble origins, he is the firstborn and so, growing up, he takes care of everything and everyone, starting to work from a very young age.
Yes, it may seem like a story like many others, but it is not. That child was Giuseppe De Giusti who, unlike others, embarks on a path to success. Like a day that begins with a good coffee, the beginning of a wonderful story.
It is April 7, 1934 in Conegliano when little Giuseppe finally meets life.
For family reasons he immediately faces the world of work. He proves to be proud, enterprising and proud and soon arrives in the world of coffee receiving the job of master roaster at a local company. To tell the truth, at first it seemed a bit of a stopgap because his desire was to earn money to go and study singing in America. But fate is the master, and just about to leave he meets the one who will turn out to be the love of his life: Bruna.
It doesn’t take much to understand that Giuseppe’s horizons are no longer stars and stripes. And maybe by chance or because he is passionate, but he decides to dedicate himself body and soul to the coffee world. His world that will be.
“In the beginning, everything was simpler because consumers’ needs were more modest. It was easy to please everyone with a good coffee made almost exclusively with the moka pot”.
It was the 1950s, the golden age of the Italian economy.
Giuseppe and Bruna De Giusti inaugurated the first nucleus of the company’s activity, supplying the best products to coffee shops.
A worker devoted to quality, he had the idea of bringing his optimism and cheerfulness also to the composition of the blends. I think that “When a person drinks a coffee, they must smile and immediately want to drink another”, he still told us today between one coffee and another.
In 1975, Giuseppe transformed his fine artisan laboratory into a company and called it Manuel Caffè. The Manuel Caffè brand was registered in its first graphic form. The first visible sign of a success that continues over time, from the signs of the premises to the packaging of the products
“Slowly consumers have become more demanding with the desire to experiment with other flavors and other coffee extraction techniques. My children have helped me to be more modern and in step with the times.”
Since then Giuseppe, Bruna, his wife and children, the whole family has been involved. Since then the best beans in the world are roasted, left to mature, blended and packaged with the same passion capable of translating into an inimitable Italian excellence. Since then the reference market is no longer just the Triveneto, but progressively Italy, Germany and the whole world.
Today Manuel Caffè reaches more than 50 countries, also with exclusive distributors who are real partners promoting quality and the relationship with a corporate philosophy based on sustainability and attention to well-being, on the valorization of the people who work in the different phases of the supply chain, from baristas to customers. Because in Manuel Caffè the approach of its founder is well rooted, the one who sees him as a human before being an entrepreneur.
And when asked what message he wants to leave as a legacy to his children, smiling:
“That everyone must create their own luck honestly and consistently, always with optimism despite the countless difficulties that arise every day”.
