Monday 20 March 2023

Faema raises funds at Giro d’Italia 2022 with ‘pedal for your life’ charity challenge

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BINASCO, Italy – The 2022 Giro d’Italia, won for the first time by an Australian cyclist, Jai Hindley, also witnessed the return of GruppoCimbali brand Faema as official partner of the much-loved and followed cycling race. Present in the village with various display items, Faema invited fans at the stages to take part in a ‘pedal for your life’ challenge to raise funds for charity.

Covering almost 1000 km in over 60 hours on the Technogym Ride, the new bike designed by cyclists for cyclists and connected to the Faema club in Strava, they were therefore able to join forces with the Cimbali Group which every year provides help to disadvantaged communities in developing countries through non-profit organisation World Bicycle Relief.

The NPO specialises in comprehensive large-scale bicycle distribution programmes to help reduce poverty where even the basic forms of transport are missing.

The Gruppo Cimbali helped fund some of the association’s projects in 2021 thanks to a charity auction for a Faema branded Basso Bike. A partnership that therefore continues with the goal of implementing one of the keystones of the company’s social sustainability commitment.

This new partnership between Faema and the Giro d’Italia has reignited and breathed new life into an old love affair that dates back to the early 1950s

A chance for the company to show coffee lovers how the Faema brand has evolved over time, prioritising technological innovation, digitalisation and sustainability.

One of the fans riding for a good cause (courtesy of Gruppo Cimbali)

In fact, also in attendance at all of the stages were the three espresso coffee machines most readily associated with Faema today: the iconic E61, the Faema President and the most recent addition, the Faemina, the espresso machine designed for the domestic setting and small businesses in a Pink Giro Limited Edition version: cycling and Faema fans were able to enjoy 8,000 coffees served in the villages from south to north across the country!

As we wait to see how the partnership evolves over the next two years, let’s sit back and enjoy a delicious Faema coffee.

Another fan taking part in the challenge (courtesy of Gruppo Cimbali)

Cimbali Group

The Cimbali Group is one of the leading manufacturers of professional machines for making coffee and milk-based drinks, as well as coffee shop equipment. The Group, which includes the La Cimbali, Faema, Slayer and Casadio brands, operates through three production plants in Italy and one in the United States (in Seattle, where the machines are produced under the Slayer brand), employing a total of around 700 employees.

The Group’s commitment to promoting espresso culture and the local area led to the foundation of MUMAC – the Coffee Machine Museum in 2012, the first and largest permanent exhibition dedicated to the history, world and culture of espresso machines, located at the Cimbali Group headquarters in Binasco. MUMAC is home to MUMAC Academy, the Cimbali Group’s coffee machine academy, a training, promotion and research centre.

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