Simone Guidi

Simone Guidi, born in 1987, florentine, founder of “La Sosta Specialty Coffee”.

His passion for coffee born by chance more than 10 years ago while he was working as bartender in a café in Florence. There a Cappuccino has been ordered during happy hour time.

Having no idea of how a Cappuccino needs to be served, he realized his big gap. From there, he started a process to fill this gap that brough him literally all around the world to create his know-how.

From here the adventure starts.

2012, Simone started to work as a Barista and from 2013 to 2016 he studied to became Coffee Trainer, taking part of the most important Italian coffee championship for most of the categories, frequently obtaining the final.

2014, he entered for the first time in a famous artisanal Florentine roastery and he was so attracted that he decided to start to work there as trainee.

2015 is the year of the big changes: ten days after he won the 2nd place at the Italian Brewers Cup, Simone decided to move from Italy to Melbourne, Australia, the world coffee capital city.

In Melbourne Simone goes back to the bartender work. In a very short time he became Head- Barista and in April of the same year he had his first voyage discovering a plantation, on Sumatra island in Indonesia.

Coming back to Melbourn, he started his cooperation as Assistant-Roaster in the Specialy Coffe Division of the GENOVESE COFFEE. A process that lead Simone to grow his knowledge of the Specialty coffees culture, from the roasting process to the tasting. Genovese gave a big chance to Simone who, grateful for the opportunity, was devoted to his job: this will be the secret of his big professional growing.

2016, Simone came back to Italia and he took up the way to became Roaster: he went back to the Artisanal Roastery, where he worked as assistant in 2014, as Head.

This experience is for him so important that 30th September 2016 he launch his own first brand of coffee called “LA SOSTA SPECIALTY COFFEE”. More then education and services for companies, he started to produce and distribute his own coffee in Florence, as a real Coffee Shop.

From 2017 to 2019 he cooperate with different companies in the coffee industry: from coffee productors, importers, coffee machine producers, roasteries, schools and cafés.

At the beginning of 2017, Simone became Q-GRADER Arabica also, this means that he is a professional certificated taster of Arabica coffee.

January 2018 Simone became also COFFEE PRO, a professional title who supported by DALLA CORTE, company who produce espresso machines in Milan.

July 2019 Simone and Genovese family created G100 society.

June 2020 finally the “Torrefazione Artigianale La Sosta” opened its doors.


SCA - Specialty Coffee Association

2019 – finalist in Brewers Cup e Cup Taster
2016 – 2nd place Brewers Cup
2015 – 2nd place Brewers Cup
2014 – 6th place Latte Art
2014 – 4th place Roasting
2014 – 4th place Brewers Cup
2013 – 3rd place Cup Taster

Genovese Coffee

Genovese family moves to Australia from Italy in 1950, at the beginning in Perth and then in Sidney, where Alfio Genovese became famous as one of the major Italian food products importer.

After many years in Sydney, Alfio decided to create a branch in Melbourne to roast coffee for the Victorian Market, an artisanal family run Roastery.

At the end of the 60ies, Alfio decided to start to roast the real coffee, the one in Italian style, he knew very well. The final result was, in 1970, the constitution of A. Genovese & Sons company.

The final goal of the brand was, at it’s also nowadays, to offer the real experience of the Italian coffee to the Australian market.

Brand Ambassadors


Project creator, together with Simone, of LA SOSTA, he is nowadays the fan n°1 of the project, the coffee Doctor.


Logo and packaging of the brand creator, he is also a big fan of LA SOSTA. The coffee Artist.


The man behind the camera and fond supporter, LA SOSTA official Reporter.

For any info about the coffee, the shipping modality and other details about the products, do not hesitate to contact us.