L'Italo-Americano

THURSDAY, JANUARY 23, 2025 www.italoamericano.org 16 L'Italo-Americano F ounded in 1919 by Alfonso Bialetti i n C r u s i n a l l o , a s m a l l t o w n i n Italy's Piedmont region, Bialetti began as a workshop specializing in alu- minum semi-finished prod- ucts. Originally called Alfon- s o B i a l e t t i & C o . , t h e company laid the foundation f o r a b r a n d t h a t w o u l d become a global icon of Ital- ian design and innovation. T h e c o m p a n y ' s p i v o t a l moment came in 1933 with the invention of the Moka Express, designed by Alfon- so Bialetti to bring the quality o f c a f é c o f f e e i n t o I t a l i a n h o m e s . N a m e d a f t e r t h e Yemeni city of Mocha, his- torically renowned for its cof- fee trade, its octagonal alu- minum shape and ingenious design made it easy to use and affordable, to the point it revolutionized coffee prepara- tion. In 1946, Renato Bialetti, Alfonso's son, transformed the company through bold m a r k e t i n g s t r a t e g i e s , t h e most famous of which was the introduction of L'omino con i baffi ("the little man w i t h a m u s t a c h e " ) a s t h e company mascot. Designed by artist Paul Campani, this caricature of Renato himself became an iconic representa- tion of the brand, which we can still find on Bialetti pro- ducts today. Thanks to its new mascot and an extensive advertising campaign, the Moka Express became a household name: by the mid-20th century, it w a s a f i x t u r e i n I t a l i a n kitchens, and, according to data, 90% of Italian house- holds own one today; at an international level, Bialetti mokas are sold in over 100 countries worldwide. Consid- ering its success, it isn't sur- p r i s i n g t o l e a r n t h a t t h e Moka Express also achieved recognition as a design mas- terpiece and became part of the permanent collection of the Museum of Modern Art (MoMA) in New York. But Bialetti has introduced other innovative products b e s i d e s t h e i c o n i c M o k a E x p r e s s , l i k e t h e M o k a Induction, compatible with modern induction stove tops, a n d t h e M o c h a l i n e , d e s i g n e d f o r p r e p a r i n g c r e a m y c o f f e e s i m i l a r t o e s p r e s s o . T h e R a i n b o w series, with its beautiful col- ors, has become a favorite among younger consumers w h i l e m a i n t a i n i n g t h e brand's traditional essence. In 1993, Bialetti merged with Rondine Italia to form Bialetti Industrie S.p.A., headquartered in Brescia, which allowed the company to diversify further into cook- ware and kitchen appliances, and to strengthen its position in the global market. Bialetti Industrie operates manufac- t u r i n g f a c i l i t i e s i n I t a l y , Romania, and Turkey and h a s d e v e l o p e d d e d i c a t e d retail stores and partnerships with international distribu- tors to ensure a capillary presence in all major mar- kets, including the United States, United Kingdom, and Japan. F i n a n c i a l l y , B i a l e t t i showed resilience in the com- petitive kitchen appliance industry, with recent finan- cial data reflecting both chal- lenges and adaptability. In 2023, the company reported revenues of €141.22 million (153 million USD), a 6.12% increase from the previous year, a good result after a couple of difficult years due to company restructuring. It is evident that Bialetti's success lies not only in its iconic products but also in its deep cultural significance, especially when it comes to t h e M o k a E x p r e s s , w h i c h became a symbol of post-war recovery, of the Italian fami- ly, and, of course, of the ritual of sharing coffee. Its design, alongside its placement in museums like MoMA, repre- sents a broader cultural lega- cy: it is not a case that the pot's octagonal design and engineering are still consid- ered benchmarks of Italian industrial art, and have influ- enced countless products in t h e d e c a d e s s i n c e i t s creation. Today, Bialetti continues to innovate while honoring its r o o t s : t h e c o m p a n y h a s embraced sustainability by introducing recyclable coffee capsules and energy-efficient products, while its marketing s t r a t e g i e s l e v e r a g e s o c i a l media and collaborations to appeal to a younger audience while retaining the loyalty of long-time customers. From a small workshop in Piedmont to a global leader in coffee culture, Bialetti's century-long journey truly exemplifies the excellence of "Made in Italy." Its commit- ment to quality, innovation, and design has shaped not only the way we brew coffee, but also how we celebrate Italian craftsmanship. G i v e n t h e c h a l - lenges faced by firefighters in L o s A n g e l e s while battling t h e o n g o i n g w i l d f i r e s , i t seems both timely and fitting to honor their bravery, dedi- cation, and commitment by looking into the origins of their profession, origins that have a very strong Italian connection. I n d e e d , a s w i t h m a n y foundational aspects of mod- ern society, the concept of a dedicated firefighting force c a n b e t r a c e d b a c k t o ancient Rome . The first organized firefighting unit, known as the Vigiles Urbani ("watchmen of the city"), was e s t a b l i s h e d i n 6 A D b y Emperor Augustus. Prior to this, Rome experienced fre- quent and devastating fires, worsened by its dense wood- e n s t r u c t u r e s a n d n a r r o w streets. However, initial fire- fighting efforts were managed b y p r i v a t e g r o u p s , w h i c h meant the safety of the com- munity was not always para- mount: a group led by Marcus Licinius Crassus, for instance, exploited fires for personal gain by purchasing endan- gered properties at reduced prices. Recognizing the need for an ethical and effective public solution, Augustus cre- ated the Vigiles to safeguard the city. The Vigiles were organized into seven cohorts of about 1,000 men each, with every cohort responsible for two of R o m e ' s f o u r t e e n d i s t r i c t s (regiones). Their equipment was advanced for the time, f e a t u r i n g h a n d - o p e r a t e d water pumps (sipho) to pro- ject water onto flames; buck- ets made from rope sealed with pitch to transport water; and hooks (uncini) and axes (dolabrae) to demolish near- by structures and prevent fire from spreading. Soaked blan- kets (centones) were also used to smother flames. In addition to fighting fires, the Vigiles served as night w a t c h m e n , a n d p a t r o l l e d streets to deter crime and enforce fire safety regula- tions.They inspected homes to ensure compliance with rules, such as maintaining accessible water supplies, and acted as a deterrent to crimi- nal activity. Their responsibil- ities extended to apprehend- i n g t h i e v e s a n d r u n a w a y slaves, which reflected their dual role in maintaining both safety and public order. The establishment of the Vigiles was a fundamental step in urban management, as t h e i r m e t h o d s l a i d t h e groundwork for modern fire- f i g h t i n g o r g a n i z a t i o n s a l l around the world. The vigiles had the duty of ensuring fire safety and also to keep crime at bay in the streets of Rome (Image created with DALL-E 2) Firefighters: an "invention" of ancient Rome Bialetti: a story of Italian craftsmanship and innovation IMPRESA ITALIA MADE IN ITALY TOP BRANDS BUSINESS & ECONOMY Colorful Moka Express in three sizes (Photo: Andrei Antipov/Dreamstime)

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