“We’re based on tradition, but at the same time, we’re not stuck in tradition.” — John Di Ruocco, VP of Coffee
The Company That’s Helped Bay Area’s Coffee Culture Thrive for Half a Century
Mr. Espresso recently hosted KGO-TV at their Jack London Square roastery for an inside look at the family-run powerhouse that has fueled Bay Area coffee drinkers for four decades. While the Di Ruocco siblings—Laura, John, and Luigi—have deep roots in the business that their father created, their eyes are firmly on the future.
You don’t survive 40 years in the coffee industry by standing still. As John Di Ruocco puts it, the secret to their longevity is a refusal to be “stuck in tradition,” even while honoring the wood-fired methods that put them on the map.