An elevator mechanic by trade, Carlo began importing espresso machines from Italy. He was one of the first to do so on the West Coast. He began servicing local restaurants and helping spark a new era of coffee appreciation in California. But Carlo wanted to do more than install the hardware of espresso culture; he wanted to recreate the flavor of home. In 1978, he founded Mr. Espresso with the vision of bringing authentic Italian espresso and wood roasted coffee to the United States.

He quickly gained a cult-like following with influential figures in the Bay Area restaurant community—many at the forefront of California cuisine. Legendary chefs like Alice Waters, Paul Bertolli, and Bradley Ogden began serving Carlo’s classically inspired espresso, establishing a place for espresso at the table of American dining. As a result, legions of coffee fans got to experience the enjoyment that a well-prepared espresso can bring. The addition of a quality coffee at the end of meal became a critical element of American culinary culture.

More than 45 years after its founding, Mr. Espresso distributes its coffee and espresso to top restaurants, hotels and cafes all over the United States. It also sells and services top-quality Italian machines for home and commercial use. In 2023, Mr. Espresso opened its first branded cafe in downtown Oakland, The Caffè by Mr. Espresso, in the style of an Italian coffee bar.

Skillfully adapting Old World tradition to meet modern tastes, the Di Ruocco family continues to roast classically inspired blends to create an espresso like no other. Guided by the second generation of Di Ruoccos, Carlo’s adult children, Luigi, John and Laura, who are building on their father’s reputation for quality.