Corporate
European Speciality Tea Association is pleased to welcome one of the leading espresso machine manufacturers Simonelli Group as a member of the association. Both sides have been working on a collaboration agreement in the areas of tea education, research and development and also events.
Certificate of Membership – European Specialty Tea Association
TEA EDUCATION
ESTA is developing its own educational offerings through the Tea Certification Program, which includes four modules covering Introduction, Botanicals and Camellia sinensis (already available to be organized in the classroom or online) and Tea Barista Skills (under creation). Coffee Knowledge Hub by Simonelli Group-which offers more than thirty coffee courses taught by educational leaders and delivered online and through a network of training centers around the world-will add ESTA-promoted tea courses to its educational platform to help grow tea knowledge.
RESEARCH AND DEVELOPMENT
Simonelli Group has developed a coffee machine under the Victoria Arduino brand – the Black Eagle Maverick – which is capable of brewing high quality tea. ESTA sees this technology as a great opportunity to start the process of engaging coffeeshop owners and bartenders, which is key to the growth of the specialty tea community.
With Black Eagle Maverick, the Victoria Arduino brand has introduced Pure Brew Technology, a revolutionary method of extracting espresso, filter coffee and tea. PureBrew is a unique patented technology using a double mesh conical filter that can extract the flavors and aromas from different types of tea or coffee. “The genius of this new technology also lies in its extreme ease of use and the new business possibilities it offers,” said Lauro Fioretti, Education & Knowledge Manager at Simonelli Group. “By incorporating all technologies together with other patented innovations, operators can save space, simplify operations and improve service speed. These improvements not only reduce costs, but also provide the operator with more options to differentiate and expand their menu. For the first time ever, with Pure Brew you can brew a perfect cup of tea while enjoying all its flavors. Same as the traditional method, but with greater ease, speed and flexibility.”
Tea extraction with the Black Eagle Maverick
EVENTS
Both organizations conduct various activities at events across Europe and, working together, strive to engage consumers and professionals to increase knowledge and understanding around specialty tea. Simonelli Group recently opened a showroom and Experience Lab in London ‘s Camden Town and ESTA may use this resource to provide educational activities and other services for the coffee and tea industry in the UK.
“We are very pleased to welcome Simonelli Group as a member of our association,” said David Veal, Executive Director of the European Speciality Tea Association . The partnership announced today will help us promote our tea barista concept and enhance our engagement with the bar and café industry, something we see as really important for the future promotion and growth of specialty tea.”
“We are very proud to be a member of the European Speciality Tea Association – said Giovanni Fucili, Simonelli Group EMEA Sales Director. The membership is an important step in our journey to strengthen and grow our coffee and tea communities to provide the best in-cup experience by investing to continuously improve the technical and environmental performance of our machines, providing educational opportunities, and sharing our knowledge with the community.”
Left Giovanni Fucili, Simonelli Group EMEA Sales Director; right David Veal, Executive Director European Speciality Tea Association
About European Speciality Tea Association
European Speciality Tea Association is an inclusive organization whose mission is to create and inspire excellence in the specialty tea community through innovation, research, education and communication.
With members from more than 50 countries representing all parts of the tea supply chain, from producers to tea bartenders, the European Speciality Tea Association is helping to generate a vibrant specialty tea community around the world and is dedicated to promoting high-quality tea in all its forms.
About Simonelli Group SpA
Simonelli Group is an Italian company, operating in the coffee industry and producing professional and home espresso machines and coffee grinders through two brands, Nuova Simonelli and Victoria Arduino.
The company has a global business, boasting partnerships with the world’s leading chains and roasters, supported by a dense network of branches, distributors and service centers in 125 countries. The company has a turnover of more than 100 million euros and exports exceeding 95 percent, an exceptional percentage for an SME of about 150 employees. Revenue growth (from 19 million euros in 2009 to 115 million euros in 2021), profitability and customer retention values have been remarkable even in times of COVID pandemic.
Innovation, sustainability and education are key pillars of the Simonelli Group strategy.
