It will be Vittoria's largest trade presentation since they entered the US. This weekend, starting May 21, Schirato and a contingent of staff members will showcase the brand at a trade event in Chicago hosted by the National Restaurant Association, an organisation that supports more than 500,000 businesses. He assumed the company's pivotal role two years ago and, in order to write his own chapter in the third-generation family business, has made the sprawling North American market a chief focus. louise kennerleyĭriving the expansion is Schirato, who travels to the US virtually every month. Quiet conquistador: Vittoria's managing director Rolando Schirato is spearheading the Australian coffee brand's expansion into the US. In total, there are 70 high-profile accounts, testifying that the brand is percolating anew. In Manhattan, one can order a Vittoria latte at Dante, or at Nourish Kitchen & Table among other eateries. It's there on the counter at The Butcher's Daughter, a hipster-filled café and juice bar with outlets in New York's SoHo and Venice in LA, and at Jessica Biel's new family-friendly restaurant in LA, Au Fudge. Australia's leading pure coffee brand is now available at iconic hotels such as Post Ranch Inn in Big Sur, the Avalon in Palm Springs and W Hollywood. Over the past two years, and with relatively little fanfare, Vittoria has infiltrated the United States market. Once he'd arrived in Los Angeles, though, he could choose from a constellation of venues serving his own. "There was nothing at that airport that I would even classify as coffee," he says. Coffee is his occupation, his raison d'être, his voodoo juice. But for Schirato, the managing director of Vittoria, the episode had a resonance beyond mere inconvenience. Globe-trotting, caffeine-deprived Australians can no doubt relate. Trickier to locate was a well-made espresso – even Starbucks was absent. As the gateway to the Big Easy, its food options spanned chicken jambalaya, shrimp gumbo and an alcoholic beverage dubbed "voodoo juice". Rolando Schirato was darting through New Orleans International Airport after a recent conference.
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