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Nuova Simonelli’s Cosimo Libardo on when tradition meets technology

From the May 2011 issue.

Nuova Simonelli's Cosimo Libardo says the company is placing itself as a strategic hub of information to apply a modern approach to traditional craftsmanship.

Try and introduce Nuova Simonelli’s Managing Director Cosimo Libardo to anyone remotely related to the World Barista Championship (WBC), and you’ll elicit a laugh. There are few people in this space he doesn’t know. The company is drawing to a close a three-year sponsorship deal with the international competitions that see the world’s best baristas go head-to-head and Libardo has become a staple at these events.

Nuova Simonelli’s partnership with the international competition scene is just a piece of the strategic pie the espresso manufacturing company has undertaken since undergoing a major directional change nearly a decade ago.   

To understand the changes the company has achieved, it helps to look at a history that stretches back 75 years, when the business’s namesake, Mr. Simonelli, started the small company that manufactured a few machines every year. Up until the late 1960s, Nuova Simonelli had a very regional focus, concentrated in the central market in Italy.

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