The secret to making good coffee? Loving it! And love for a product comes from understanding the raw materials, processing methods, and extraction methods, all the way to the wonderful world of tasting. This is why Excelsior, since 1966, has been guiding its customers and coffee lovers through various coffee-themed training courses, opening its doors to visitors to its facility in Busca, Piedmont, for a firsthand look at and learn about the raw material, green coffee, carefully selected and sourced from over 20 countries worldwide, through the roasting process and all the way to packaging.

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The Excelsior Academy is a multipurpose space complete with a training room, where you can deepen your knowledge of the art of coffee and answer many questions about how to choose green coffee, how to design a blend, and how to roast to get the best yield from every source.

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Speaking of roasting: who can afford to roast coffee the traditional way in this technologically advanced millennium? Caffè Excelsior, for example. Traditional roasting takes about three times longer than "turbo" roasting, but it's an investment that pays off in terms of quality and satisfaction. The roaster operates automatically for sixteen minutes, then hands over to the operator, the sole judge of product quality. The master roaster (IIAC taster) visually examines a sample of coffee and decides how long to continue roasting. Each roasting shift is different from the previous and the next and depends essentially on the coffee variety being processed, the natural moisture content of the beans, and other factors.

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For those who wish to become a coffee taster, courses and seminars offer the opportunity to acquire the technical and sensorial skills needed to evaluate one of the world's most famous beverages. Welcoming professionals and coffee lovers are Roberta and Nicoletta Trucco, second-generation "born into art" in the family business founded by Mr. Trucco in 1966. Together, side by side, they have a 360° vision of the world of coffee, combining innovation with respect for tradition.