Blog
At Accademia del Caffè Espresso, we recently had the honor of hosting a truly special edition of Tasting at Ten in partnership with Counter Culture Coffee, marking not only a meaningful gathering but also a celebration of their remarkable journey—30 years of coffee excellence.
Founded in 1995, Counter Culture Coffee has become a benchmark for transparency, sustainability, and coffee education. What began as a commitment to quality and sourcing with integrity has evolved into a movement that reshapes how we understand and experience coffee. For thirty years, they’ve built long-standing relationships with producers, invested deeply in training and knowledge, and cultivated a community centered around intentional coffee appreciation.
From the start, tasting together has been embedded in their culture. As Brett Smith, Counter Culture’s co-founder, shared, “In our early days, every Friday, the whole company would pause work to cup the coffees we’d roasted that week. We’d gather around the table to learn and refine our craft.”
That simple practice became a tradition that outgrew their internal team. Matt Gillan explained how, over time, Tasting at Ten evolved into a shared ritual, spreading across training centers nationwide and welcoming customers, coffee lovers, and curious minds into the experience.
Bringing this cherished tradition to Accademia del Caffè Espresso in Florence was more than a symbolic gesture—it was a testament to the values La Marzocco and Counter Culture share: craftsmanship, innovation, and a deep dedication to education.
Together, we opened our doors for a communal cupping experience designed to inspire curiosity, ignite palates, and foster connections. Led by a passionate team of educators and coffee professionals, the event highlighted the wide range of flavors in Counter Culture’s latest releases, each one ethically sourced and meticulously roasted. Attendees—from casual coffee drinkers to seasoned baristas—had the opportunity to taste, compare, and ask questions, all in the spirit of shared learning.
As Amanda Hakanson-Stacy of Counter Culture emphasized, “Our mission has always been rooted in quality, sustainability, and education—and we’ve never wavered from that.” It’s this unwavering dedication that made the event so special.
Throughout the session, voices from both Counter Culture and La Marzocco underscored the importance of collaboration in advancing coffee culture. Florencio Bojoy La Mitad perfectly captured the synergy: “Just as La Marzocco has set the standard for coffee equipment, elevating the way coffee is brewed, Counter Culture has spent decades elevating the way coffee is sourced, roasted, and understood.”
Our collaboration is built on more than shared values—it’s rooted in a vision for a more informed and inclusive coffee world. As Jenna Gotthelf noted, “We both believe in craftsmanship, innovation, and education and together, we’re building a future where better coffee is more accessible.”
As we celebrate 30 years of Counter Culture Coffee, we’re reminded that great coffee is more than a beverage—it’s a bridge between people, stories, and communities. Events like Tasting at Ten are not just tastings; they are invitations to grow together.
We’re grateful to have hosted this chapter of their journey and look forward to many more moments of shared discovery at Accademia and beyond.
