Guglielmo Papaleo started his business in 1945. After a short run as clerk in a small foods shop in the capital of Calabria, he opened a shop in "Corso Mazzini", where he put a coffee machine. Two years later, in 1947 he began to produce and sell coffee and to expand the rooms of his shop in order for patrons to try his coffee there.
In 1952 the activity was moved to the quarter "Strat" of Catanzaro where it targeted the entire country through the use of advertising vehicles the shape of a coffee pot with a cup made from a Fiat 1100. In 1960 there was another move, this time to Catanzaro Sala, in a bigger facility, more suitable for the levels of production that the firm had reached.
In 1952 the activity was moved to the quarter "Strat" of Catanzaro where it targeted the entire country through the use of advertising vehicles the shape of a coffee pot with a cup made from a Fiat 1100. In 1960 there was another move, this time to Catanzaro Sala, in a bigger facility, more suitable for the levels of production that the firm had reached.
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