
The Bay Area coffee community is mourning the loss of a pioneer this week, as Carlo Di Ruocco, affectionately known as "Mr. Espresso," has passed away at the age of 90. The social media post from the company he founded, Mr. Espresso, announced his death and celebrated his significant contributions to introducing and transforming authentic Italian espresso culture within the United States.
Beginning his journey in 1978, Di Ruocco brought his vision from Salerno, Italy, to the Bay Area, where he was one of the first to offer wood-roasted espresso, a rarity at the time. He brought a taste for coffee and a whole culture swiftly embraced by American palates. As per Mr. Espresso's website highlighted how pivotal Di Ruocco's connection to the country's culinary scene became, name-dropping influential chefs such as Alice Waters and Paul Bertolli, who were early adopters of Carlo's old-world coffee style.
Remaining a family-owned enterprise, Mr. Espresso's philosophy of coffee roasting was deeply rooted in Italian tradition and community, ideals that Di Ruocco's children continue to uphold. According to the company's Instagram announcement, Di Ruocco's children, Laura, John, and Luigi, are actively involved in the business, maintaining the cornerstone values their father set down decades ago. Their dedication signifies a continuity of his dream of bringing a piece of Italy to the American dining experience.