The Genovese Family came to Australia in 1950, first to Perth and then to Sydney, where Alfio Genovese established himself with a major importer and distributor of Italian foods. After a number of years in Sydney, Alfio became a partner and established the Melbourne branch that was opened specifically to roast coffee for the Victorian Market.
In the late 1960s, Alfio decided that he needed to roast coffee that would resemble the true Italian style coffee that he knew, and as a result, A. Genovese & Sons was established in 1970. The company’s aim was then, and is still today, to provide the Australian Market with a true Italian espresso coffee experience.
From a small factory in Lygon Street Brunswick, the family established a following that required a move in 1975 to its current site at Nicholson Street East Coburg. In 2002 the site expanded along Moreland Road into a state of the art Roasting Plant, new showroom and offices and a training centre. In late 2013 the site underwent another expansion, with the addition of a second larger roasting machine and new coffee transport and blending system, a quality control laboratory, and a redesign of the showroom and training facility.
In recent years, the Genovese style has widened its influence. Branch offices are located in Sydney and Cairns and the product is available Australia wide, through our authorized distributors. We have also developed international relationships with cafes using Genovese Coffee in both Singapore and Paris. The company has grown with the advancements in technology and range of products.
We are the Australian agent and distributor for “WEGA” espresso machines. We are also a major distributor in Australia for “MAZZER” espresso grinders. Since they have opened an Australasian office we have also become an authorised reseller of “LA MARZOCCO” espresso machines. These world leaders in espresso equipment make for brilliant partnerships.
We pride ourselves in being a third generation family owned company, and we are passionate about the traditions that have been handed down to us. Our product is roasted and blended using artisan techniques and state of the art equipment, and as such the Genovese Espresso Coffee experience is second to none.
Obviously our priority is to roast and blend beautiful coffees for you to drink and serve to your customers, but that is only the beginning of the range of services that we can provide you with to complement your business. Our sales representatives and deliveries team are experienced coffee professionals, and they are happy to share their knowledge with you or if they can’t help you on the spot, direct your requests to the appropriate department to ensure prompt attention.
We have a team of service technicians to assist you with everything from routine maintenance to emergency breakdowns. Keeping your equipment operating at its best is an important aspect of running a café, and we are here to help you with that.
Our barista training department is also at your disposal, and is free of charge for you and you staff for the entire duration of your relationship with us. From introductory barista courses through to advanced one on one barista training, your ongoing coffee education is a high priority for us, as the more skilled you are the more coffees you will sell, and the more we will sell to you! Everyone wins…
With our years of experience in the industry, we have seen a lot of cafes come, and some go, so we know what works and what doesn’t. We are happy to share this with you and help you make decisions with your business plan, and the physical layout of your espresso bar, because having a well setup workspace makes a huge difference to the efficiency and comfort of your service area.
As agents of Wega, Mazzer, La Marzocco and more, we can fit out your café with the equipment it needs, and accessories such as glassware, ceramics, tampers, jug rinsers, and many other barista tools. Then when it comes to non-coffee items, our range of products is extensive and we aim to be a “One Stop Shop” by providing you with pretty much everything you could ever need for your café, therefore reducing the number of suppliers you need to deal with. Take-away cups, sugar sticks, hot chocolate, Bonsoy soy milk, Teadrop range of teas, Hepburn mineral waters, Prana Chai, ACF Ceramics and more.
Red Cup Café
A: 1124 Whitehorse Rd Box Hill VIC 3128
T: (03) 9899 1893
Coming from a chef’s background, Michael Olsen started his coffee journey with mobile espresso carts at the Falls Festival in Lorne back in 1999. Adding to the catering operation that he and his wife Kelly were already offering, their initial plan was to stay down to the coast and be able to run a business servicing events and festivals, with the flexibility to enjoy the coastal lifestyle, sun and surf. But the events were so successful that they were quickly flowing from one into the next, becoming a full time gig, so much for surfing!
Having already bought a Wega espresso machine through Genovese, Michael contacted Adam Genovese to borrow another machine and a coffee cart, and when the machine suffered technical issues in the middle of an insanely busy festival Adam rushed down with a replacement machine and saved the day. This act of service cemented the relationship, and Michael has been a loyal supporter ever since.
The business took another leap when Michael worked with Peter Roland catering for the Grand Prix and built immense coffee carts that were essentially mobile cafes.
At a Polo event at Werribee in 2003,, they heard a whisper that the foyer of The Reserve Bank in Melbournes CBD was earmarked to become a café and with a bit of research managed to find the estate agent and secured the site. Officially it was called Corporate Café, although there was no branding and the public usually referred to it as the Reserve Bank Café. This quickly became a thriving business. Another venture Michael ran for three years was the coffee cart out the front of The Victorian Arts Centre, which is now known Cento Espresso. Next was 120 Collins Street.
After selling their CBD businesses, Michael and Kelly embarked on their mission of setting up in a more suburban venue. Out riding his bike one Sunday morning, Michael came across a practically abandoned washing machine repair shop called WAM, in the middle of a residential area in Box Hill. On close inspection this premises had all the elements they felt were required for a successful local café.
Michael approached the owners, and a deal was done. After two years of planning and development, Red Cup Café was born. Within a short time they were very busy all the time so the hunt was on for another premises. A few kilometers away the Peddler café was opened in a former accountants office and although the business has been sold Michael and Kelly remain the landlords. This was what he calls “The Holy Grail” of hospitality. They have now purchased the entire building at Red Cup also, and live in a converted warehouse space above the café with their daughter. To create a haven from their working life, the upstairs residence has a very strict “No Shop Talk” rule!
Michael always wanted to use locally roasted product, and appreciated the fact that Genovese was a true family business, like their own. Their philosophy has always been to provide great quality coffee and food, without the fuss. Apart from his hospitality skills (he is also a chef), one of Michael’s great strengths is his ability to work with people to create a common ground where all will benifit.
“There is a big difference between fads and trends. We are aware of evolving trends although definitely not jumping on every fad. We just want to provide a well made and trustworthy product to our customers, weather it is food or coffee. I enjoy the specialty side of the food and coffee industry too but most days and nights I just want to keep it simple.” – Michael Olsen
We concur, Michael!
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Genovese Coffee takes its responsibility to the environment and future generations of coffee growers and drinkers seriously. We don’t talk about it a lot, but we do have a list of real actions that put us amongst the environmental leaders of the coffee industry in Australia.
Importing coffee from around the world, roasting it and distributing around it Australia requires a considerable amount of energy and results in significant carbon emissions. We offset every one of these emissions by purchasing carbon credits from renewable energy programs around the world.
Certification of our program is provided by The Carbon Reduction Institute. It is based on assessing every one of our purchases, our processes, our distribution, our travel and even how we get to work.
We have backed out approximately 60% of our electricity grid usage by installing a 60kW solar panel system. In summer we expect to cover as much as 80%!
Take-away cups are so important to our industry, but such a huge source of waste. Our contribution is to make all of our cups 100% compostable. Unfortunately this doesn’t mean you can add them to your home compost, they must be put through an industrial composter. As more packaging heads this way, improvements in collection systems will make the actual composting of these cups more of a reality – someone has to lead the way.