Simonelli Group is an Italian company that produces coffee machines since 1936. The vast experience, the innovative approach, the incredible creativity, the unique design, and the high performant products, led to the international success of the company, bringing the business in 121 countries worldwide. Simonelli Group, known as the cultural core of excellent espresso coffee, has established on the market two prestigious brands, Nuova Simonelli and Victoria Arduino. Together they express the genetic heritage of the company. The brand Nuova Simonelli represents functionality combined with design, efficiency in terms of performance and energy, and allows everyone to make a good cup of coffee. It empowers the user to flaunt their skills. The brand Victoria Arduino, sponsor of the World Barista Championship, represents sophistication, embodied in machines with great history and classy design. The advanced technology used makes it more accessible for any barista to make an excellent cup of coffee and express their personality. To spread the coffee culture, Simonelli Group initiated two main education projects: Simonelli Academy and the Coffee Science Hub. The first one is an education center where baristas, producers, roasteries, technicians, and purchasing managers are all great contenders. The Coffee Science Hub is a place where, in collaboration with the University of Camerino, performs research activities in the coffee industry, from the production to the consumption up until the actual project and creation of the machines, paying particular attention to sustainability.