Determined to improve, Sanapo immersed himself in study and competition. His first attempt at the Italian Barista Championship in 2008 ended in last place, a setback he describes as a wake-up call. He placed second the following year, narrowly missing first, which fuelled his determination. In 2010 and 2011, he won the championship, later taking time off to refine his skills internationally. In 2013, after studying global coffee cultures, he returned to win again and reached the final of the World Barista Championship in Melbourne.
“On the flight back to Italy, I wrote a resignation letter to my consulting clients and Ditta Artigianale was born.”
Sanapo distinguishes specialty coffee from traditional Italian espresso by its transparency and quality. Specialty coffee is defect-free and fully traceable, from botanical variety to producer, much like wine
“It’s about knowledge, learning about the bean and the people who grew the raw material.”
He emphasizes that coffee should offer not just flavour, but an experience with thoughtful design, comfort and storytelling around the product.
His business model evolved out of necessity. Initially focused on roasting, Sanapo struggled to sell higher-priced specialty coffee to cafés unfamiliar with its value. Without offering equipment, a common practice among roasters, he found limited demand. Opening his first café became essential to showcase his product directly. Today, Ditta Artigianale operates multiple locations in Florence and one in Milan.
“We focus on the retail stores because they are where we can create value, but we still have the same mission.”
Education is another pillar of his vision. Through the company’s coffee school, employees are trained before working with espresso machines, and courses are offered to both professionals and enthusiasts. This focus on knowledge-sharing reflects Sanapo’s belief that the future of coffee lies in education and informed consumption.
“Now we have internationals and locals who come to learn about coffee, which is very exciting.”
Climate change, however, poses a serious threat. Coffee production costs have tripled in recent years, and yields have declined by around 20 percent over two decades. Rising temperatures increase plant disease, pushing farmers to higher altitudes, sometimes at the expense of forests. Sanapo stresses the importance of supporting producers and understanding environmental impacts, as growing global demand continues to rise.
Ultimately, his mission is simple: to elevate coffee into a meaningful, enriching experience.
