Our Roots, Our Story
Since 1946, coffee that tastes like home
It all began in the heart of Messina, in 1946. Emanuela and Umberto, two young newlyweds brimming with dreams and determination, opened a small grocery store. In a corner of Via Ghibellina — surrounded by sacks of green coffee and the warmth of the roaster — a family tradition was born.
The shop was more than just a store; it was a safe haven for the family. There, amid the aroma of freshly roasted coffee and the bustle of customers, their passion for coffee took shape. Umberto handled the roasting and sales, travelling around the city in search of new opportunities, while Emanuela, tireless and meticulous, managed the administrative side and organised sales beyond Messina’s borders.
From a small store to the first factory: our coffee gaining popularity among cafés
In the 1960s, the growing business prompted the family to move into a new factory on Via Trento. That’s where the real turning point occurred: Miscela d’Oro started supplying coffee to local cafés and, within a few years, became the most beloved coffee in Messina.
In the 1970s, with the arrival of the second generation — Francesco and his wife Maria Luisa — the brand expanded into large-scale retail. Production grew, but the soul remained artisanal: roasting was still done using olive wood, a method requiring great care, precision, and craftsmanship.
International expansion: the taste of Italy conquers the world
From the 1990s onwards, Miscela d’Oro looked beyond Italy’s borders. Initial steps into foreign markets began with international trade shows, followed by the brand’s first sales in Canada and, soon after, distribution in New York.
In 2007, the brand evolved visually through a collaboration with Oliviero Toscani, who redesigned the logo and packaging — giving a fresh face to a tradition deeply rooted in the past.
In 2017, Miscela d’Oro USA was established, and in 2019, a warehouse opened in New Jersey, cementing the brand’s presence as a key player in the American market.
Today, the fourth generation looks to the future
Now present in over 60 countries and employing more than 40 people, Miscela d’Oro continues to pass down its passion for coffee from generation to generation. The values that made the brand great — quality, tradition, craftsmanship, and a strong bond with Sicily — remain at its core.
From a humble store in Messina to a global presence, our coffee still tells a story of passion, dedication, and that unmistakable aroma that always tastes like home.
Artisan Coffee Roasting
Sustainability
