A story about coffee…

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 It was 1878 when the young Jacopo Niccolai took over the management of the grocery store where he worked for some time as an apprentice. The shop is located in the Piazza del Duomo of Pistoia, just behind the baptistery of San Giovanni in corte, a monument from the fourteenth century: we are in the place that since the Middle Ages has represented the fulcrum of the social life of the city.
Despite coffee being a rather rare product at the time, Jacopo develops the production of prestigious blends, made by roasting coffea arabica from distant countries. Toasting machines, mostly charcoal, were also a rarity. Subsequently, in the period between the two wars, the consumption of coffee become important and the grocery store, which Jacopo bought in the meantime alongside the roasting activity with the production of liqueurs, became the destination of an increasing number of customers also from nearby towns and from the mountains.
After the war, Moka Jenne also began to supply shops, an added value on which Niccolai lays the foundations for a further and significant development of his own company, whose denomination will later be transformed into MokaJEnne, setting the initials of his name over time.