Barista Magazine

JUN-JUL 2014

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time in an Italian competition, a single-origin coffee was presented, [and] I won the championship!" In the end, his relationship with Rebecca brought Francesco more than he could have ever hoped following that first online meeting, as together they developed the Barista & Farmer Project, which was an origin challenge for a group of baristas that took place for the first time in November of 2013. "Barista & Farmer was born from a dream of mine," he says. " When I started to work seriously in the coffee world, I really wanted to visit a plantation, but it was difficult to find contacts to do it. When I met Rebecca Atienza, I showed her my will to let other baristas live my dream, giving them the same opportunity." Francesco and Rebecca worked for several years to try to create a model that would bring baristas to origin to experience life on a coffee farm. "The idea developed under the shape of a coffee reality show, because I wanted to show everyone (professionals and not) how fascinating the coffee world was, beginning from its origins," he says. He accepted applications from baristas across Italy who wanted to join him and travel to Puerto Rico to work on a farm, harvesting coffee and learning firsthand the work, passion, and dedication that goes into each yield. "Working with the Atienza family in the realization of this project has been one of the most important experiences in my life," Francesco says. "Barista & Farmer is a reality, which underlines the importance of the work of a farmer, showing it to the consumers and, at the same time, to the producers so they can understand, as well, the value of their work. The first edition has been a phenomenal success, even a little bit unexpected, which opened up the doors for the second one." Francesco and Rebecca have already begun working on the second installment of Barista & Farmer, and they've found a site in western Honduras where the next event will take place in February of 2015. This time, applications will be accepted from baristas throughout Europe, instead of just Italy. Honduras is a natural fit for Barista & Farmer since it holds a special place in Francesco's heart. Following his second national barista championship, Francesco embarked on his first trip to a producing country, and it was Honduras. "When I had the chance to finally visit a country of origin and my eyes could see, at last, the beauty of a coffee plant, I touched, firsthand, by the hard work that lies behind this product," he says. "I went to Honduras to choose the coffee that I was going to use for the 2011 WBC. I immediately began a blind cupping, where we selected around 30 coffees, includ - ing the one that I chose for the competition. Once I made up my mind [on which coffee to use], I asked permission to visit the finca. I remember that the road to get there was hard and complicated. I found a wild nature and an entire family, united in the intent of producing high-quality coffee. [It was] a very humble family that welcomed me in their home just like if I was the most important of the guests. And I recall that, when I told them that I chose their coffee to represent them as well as all of Italy, the farmer almost started to cry, telling me, 'This is the hand of God, coming to help us.'" Francesco still seems blown away by the reaction; he tried to keep everything in context. "I answered, 'Look, your coffee is extraordinary, you should show it in some competitions, like the Cup of Excellence.' He listened to my advice, and that year he won the competition for best coffee. I'm talking about Finca Las Flores. Even though many years have passed, we are still in touch." Francesco took 2012 off from competing, and instead focused solely on his education. "I spent 2012 going around the world in the countries of origin, attending classes, spreading the culture of good coffee at the university and with baristas of different nations, selecting specialty coffees, as well," he says. "In 2013 I felt that I still had something to say, because I was enriched by these travels, and I wanted to take a risk again. And as you know, I won the Italian title for the third time [making it to] the world finals, something that, until that moment, was very far from us Italians. "In 2014 I'm about to reach an even greater goal, which is the opening of a microroasting plant, totally Italian, where I will deal with all the coffees that I have been able to get my hands on and with the roasters that I had the chance to meet, to bring to Italy the kind of coffee which is considered specialty. The first occasion will be for the grand opening of my caféteria in Florence, where all the coffees of Ditta Artigianale (the name of the café and the roastery) will be served." Florence and Francesco are a natural fit, and as the home of the original Renaissance, the Tuscan city should be a fantastic location to start an Italian coffee rebirth as well. Francesco's new café is certain - ly a step in that direction. It opened in April in the heart of the city, and Francesco is quick to invite all the attendees to the 2014 WBC in Rimini, Italy, to come for a visit. He says his goal for Ditta Artigianale is a tranformation of the Italian café and coffee because, "[with] respect to our glorious history, I will also try to be open to and to get inspiration from the extraordinary coffee culture around the world. I hope that, with my new project, the future of Italian coffee [can] be rewritten. Is it too much? Well, dreams have no limits." 64 barista magazine B o o k 4 7 - 9 2 . i n d d 6 4 Book 47-92.indd 64 5 / 1 5 / 1 4 1 0 : 4 4 P M 5/15/14 10:44 PM

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