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BELFORTE DEL CHIENTI, Italy – “Technicians are a vital link in the coffee value chain but too often, they go unrecognized.”– Mr. Nicolas Poirot Crouvezier, main promoter of the Championnat de France des Techniciens and Nuova Distribution France General Manager. This is how the story begins. From an idea developed by the Nuova Distribution France team (Simonelli Group branch office based in Lyon, France) to a format with global reach. The team recognized an exciting opportunity to highlight an often-overlooked part of this world.
While baristas enjoy stages, trophies, and crowds, the skilled technicians those who ensure every machine delivers perfect performance deserve their moment in the spotlight too. This initiative was created to celebrate their vital contribution and give them the recognition they truly deserve.
“Creating a competition dedicated to technicians was a natural decision,” he explains. “They have the expertise and pressure-handling skills that deserve a spotlight. We chose this format because we truly want to crown a legitimate French Champion, through a serious and meaningful competition”.
And so the Nuova Simonelli Technicians Competition was born: a live head-to-head challenge format where technicians demonstrate not only technical mastery, but also precision, problem-solving, and calm under pressure. “The response? Overwhelmingly positive. From early interest by partners like Collectif Café to growing support from leading French coffee companies, the competition, early named Championnat de France de Techniciens, has quickly gained momentum. It even sparked local and regional initiatives interested in hosting qualifiers” – says Poirot.
Nuova Simonelli goal was to expand this format internationally and influence how technical training is approached worldwide and finally they built the format Nuova Simonelli Technicians Competition.
The competition is also about community, growth, and visibility. The interest grows. And with it, so does the opportunity to uplift a profession that’s essential to the quality we strive for in every espresso.
The first edition of Nuova Simonelli Technicians Competition took place at the Experience Lab in Dubai last April. “This event was more than just a competition – says Federico Ortile, Simonelli Group Middle East General Manager who host the Dubai edition. “It was about creating awareness about the ‘culture of service’, where great service means not just fixing problems, but preventing them; understanding the full machine ecosystem, from water quality and cleaning to preventive maintenance and spare parts management”.
The ideal profile of a winning technician? Someone who combines technical skills, but also interpersonal abilities and precision in their work and can also handle pressure effectively. This kind of competition puts technicians under real stress there’s a live audience, their colleagues, and even their employers watching.
Now, the stage is set. With Dubai hosting the global debut, this format born in France steps onto the world stage. Next stage France during Paris Coffee Show.
About the Nuova Simonelli Technicians Competition format
At Nuova Simonelli, technicians are seen as key players in delivering cup quality, day in and day out. They ensure that equipment operates at its best, giving baristas reliable and efficient tools. Their often behind-the-scenes work is the first step in achieving long-lasting equipment and consistent cup quality leading to customer satisfaction. That’s why Nuova Simonelli has chosen to shine a spotlight on their work through a dedicated competition: to showcase and reward their know-how, experience, and strategic role in ensuring product excellence.
If you want to challenge yourself and take part in the next Nuova Simonelli Technicians Competition follow www.nuovasimonelli.com and the Instagram page @nuovasimonelliofficial to stay up to date and discover new challenges for technicians around the world.
