coi baffi - the little man with a moustache|
with hand raised ordering a coffee
The great Italian salesman and marketer died a few days ago in Ascona, at the age of 93 and "fruits -of-success" would like to pay tribute to him and tell a little of his story which has a lesson relevant to today's sales professionals.
Renato Bialetti, is the Italian entrepreneur known for having launched the Moka.
While he lived in Omegna, Italy he was raised in a family whose business had been founded by his father Alfonso in 1933. Renato started running the business in 1946.
|Obituary in the London Times 24th Feb 2016|
The brewing process used by the Moka was devised by Alfonso.
A soap story
It was inspired by watching his wife Ada washing laundry in the fields of Omegna., on lake Orta north-west of Milan.
Looking at the tub which had a central column that drew up a mixture of soap and ashes when the water boiled- Alfonso realised that the method could be applied to making coffee.
Alfonso cast his octagonal 'caffetiera' in aluminium rather than steel. This gave a futuristic look as well as making it easier to mass-produce using moulds.
|The Balietti Moka range on the shelves of the wonderful kitchen|
cookware department of Elphicks of Farnham
Renato launched a huge marketing campaign, renting billboards in major Italian cities and became a mascot for the brand, printing a caricature of himself on each pot.