Share your coffee stories with us by writing to info@comunicaffe.com.
ALBENGA, Italy – La Genovese, a historic artisan coffee roaster founded in Liguria in 1936 and now run by the third generation of the Borea family, celebrates its 90th anniversary at HostMilano 2025, the world’s most important trade fair dedicated to hospitality and coffee.
An anniversary that represents not only the longevity of a family business, but also its ability to grow while remaining faithful to its values: tradition, sustainability, innovation, and absolute respect for raw materials, without ever compromising on quality.
A family tradition that looks to the future
From a small workshop in the center of Albenga to its current production facility and an established presence in 26 countries, La Genovese is now a brand recognized for its ability to combine Italian heritage with an international vision. More than 50% of its production is exported, thanks to over twenty years of work by Matteo Borea, Export Manager, Q Grader, trainer, and international consultant, who has helped build solid partnerships in Europe, Asia, the Americas, and the Middle East.
“Our goal has never been simply to sell coffee, but to convey the essence of Made in Italy: care, authenticity, and beauty. For twenty years, I have been working to bring the voice of La Genovese to the world, building relationships with distributors and roasters who share our values. This is our real competitive advantage: consistency and long-term reliability,” comments Matteo Borea.
La Genovese cups at Host 2023
Quality and sustainability at the core
Genovese is now led by Alessandro Borea, CEO and President of the Italian Espresso Institute (IEI), who continues to develop the company with a clear vision: respect for people, attention to the environment, and continuous innovation. For the past two years, the company has published its Sustainability Report, a document that demonstrates its commitment to responsible practices throughout the supply chain, from the origin of the beans to the cup.
“Sustainability is not a trend but a duty: for our producers, for our customers, and for the future of coffee. Our mission is to combine artisan excellence and responsibility, offering a
product that is an expression of transparency, culture, and authentic pleasure. Leading the family business today means preserving 90 years of history, but also opening new paths for the coming decades,” says Alessandro Borea.
News and celebrations at HostMilano
To celebrate its 90th anniversary, La Genovese will present its revamped collection of premium blends at HostMilano:
● Anniversary – Legendary Blend, a tribute to the history of coffee roasting and winner of numerous ICT gold medals;
● Royal – Luxury Blend and Oro – Supreme Blend, symbols of elegance and refinement;
● Jute – Pure Organic Blend, Rainforest Alliance, an expression of our commitment to certified sustainability.
The stand will be a real experiential journey, with guided tastings taking visitors on a trip through 90 years of history, innovation, and passion.
“Our goal has remained the same since 1936: Making People Happy with Coffee. This is the common thread that unites three generations of our family and guides us every day in serving coffee that is not only good, but also capable of creating connections, moments, and memories,” concludes Alessandro Borea. The company will be present at HostMilano 2025, Hall 12, Stand F12.
