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ing up with that demand, and they began restructuring La Marzocco. Big things started happening: La Marzocco began sponsoring the World Barista Championship, "which was just being launched and which very few companies had faith in, at least at first," he says. "This decision, together with the functionality of the Linea series, substantially increased company sales, especially in foreign markets." This was a long time coming: "Beginning in 1995, La Marzocco's corporate structure was deeply reorganized," he continues. "Its production department, its management, and its assistance ser- vices were all improved. The company took on highly qualified technicians and bilingual personnel to further promote its business with foreign markets… Roberto Bianchi, a mechanical engineer, entered the company, with previous experience in the field… Through Joe Monaghan, a friend and La Marzocco shareholder, Ron Cook [an American who had been working for La Marzocco in a leadership capacity since 1995], met Guido Bernardinelli and Lorenzo Carboni, who would eventually open the company's sales and marketing office in Milan in 2002." Since then, Guido and Lorenzo have become tightly woven into the fabric of La Marzocco: Lorenzo opened the company's London office in October of 2012, and Guido now serves as La Marzocco's CEO. It's still a boutique espresso-equipment company though—it's still a family company. Piero makes certain of that. As we amble across the building, he says hello to everyone we encounter and calls them by name. His smile is enormous. "This company belongs to a great many people in spirit," he says, straightening his black La Marzocco fleece vest. "All of us, yes, but to baristas, most importantly." 104 barista magazine B o o k 5 5 - 8 8 . i n d d 1 0 4 Book 55-88.indd 104 3 / 1 9 / 1 4 1 0 : 1 3 P M 3/19/14 10:13 PM