Simone Guidi

Simone Guidi was born in 1987 in Florence.
His passion for coffee started by chance around 10 years ago: one Cappuccino as aperitive.

After 10 years in contact with great coffee masters finally crowned his dream, opening his own Roastery.

In 2012 Simone started work as Barista and from 2013 to 2016 he became a Coffee Trainer, competing in the Italian Coffee Championships in almost all the categories and often reaching the final. In 2014 he began working with a well-known artisanal roaster in Florence and became fascinated with coffee when he started working as assistant roaster.

2015 is the year of change: 10 days after the Italian Brewers Cup Final, where he places 2nd, Simone says goodbye to Italy and leaves for Melbourne, Australia, the world coffee capital. In Melbourne he starts from scratch going back behind a bar as Barista. Soon he became Head-Barista and in April of the same year he takes his first trip to a Coffee Plantation on the Island of Sumatra in Indonesia. Once back in Melbourne he starts his new collaboration as Assistant-Roaster within the Specialty Coffee Division of Genovese Coffee. A journey that deepens his knowledge of Specialty Coffee, Coffee Roasting and Coffee Tasting. Genovese has given Simone a great opportunity which he returns with care and dedication for his job: this will be the secret of his growth.

In 2016 he returns in Italy continuing his career as a Roaster, returning to the artisanal roaster where he used to work in 2014 as Head-Roaster. This experience is enlightening and on September 30th 2016 he decides to launch his own coffee line LA SOSTA SPECIALTY COFFEE.

In addition to offering Education and Services for coffee companies, he starts to produce and distribute his coffee in Florence.

From 2017 to 2019 he collaborates with a lot of companies in the coffee industry: importers, coffee machine producers, roasters, coffee schools, cafés and so on.

At the beginning of 2017 Simone also became Q-Grader Arabica, a professional coffee taster for Arabica coffee.

In January 2018 Simone becomes COFFEE PRO, a coffee expert who supports DALLA CORTE, a well-known producer of espresso machines and grinders in Milan.

Coffee competitions

2019 – Finalist at the Italian BREWERS CUP and CUP TASTER Championships
2016 – 2nd place at the Italian BREWERS CUP Championship
2015 – 2nd place at the Italian BREWERS CUP Championship
2014 – 6th place at the Italian LATTE ART Championship
2014 – 4th place at the Italian ROASTING Championship
2014 – 4th place at the Italian BREWERS CUP Championship
2013 – 3rd place at the Italian CUP TASTER Championship

La Sosta Specialty Coffee

In the second half of 2019 LA SOSTA takes a leap forward becoming part of the company G100 created from the synergy of Simone and  the Genovese Family: this project focuses on offering Specialty Arabica Coffee (the highest quality grade on the coffee market) and Coffee Education for beginners and professionals.

LA SOSTA launches during the international exhibition in Milan of HOST 2019.

One month later the LA SOSTA Team heads to the second edition of MILAN COFFEE FEST 2019, the Italian coffee fest dedicated to Specialty Coffee, and exhibits with the same energy shown at Host.

Thanks to the positive experiences with these two exhibitions in Milan, LA SOSTA decides to exhibit at SIGEP 2020 and is the exclusive coffee used in the Italian Latte Art competition.

In June 2020 LA SOSTA is ready to take the most important and highly awaited step: opening the doors of the new ROASTERY-LAB. Only 8 km from the Florence city center in the country-side at via Guido Rossa 14 b, we are situated in the small village of Cascine del Riccio in the Impruneta comune.

The new Roastery-Lab is a production site for roasting coffee but also includes a new and open-minded attitude towards creating and sharing Education and Knowledge for coffee professionals.

Every Saturday LA SOSTA opens its doors to the public for tastings, a look at the roastery and of course direct purchases of our delicious coffees.

Genovese Coffee
Melbourne, Australia

The Genovese Family came to Australia in 1950, first to Perth and then to Sydney, where Alfio Genovese established himself with a major importer and distributor of Italian foods. After a number of years in Sydney, Alfio became a partner and established the Melbourne branch that was opened specifically to roast coffee for the Victorian Market. 

In the late 1960s, Alfio decided that he needed to roast coffee that would resemble the true Italian style coffee that he knew, and as a result, A. Genovese & Sons was established in 1970. The company’s aim was then, and is still today, to provide the Australian Market with a true Italian espresso coffee experience.

For collaborations, information and orders don’t esitate to contact us.