Christopher Short, Founder of Cafetto, reflects on the journey of coffee and the principles that continue to guide the brand.
Coffee, for me, has always been about more than what sits in the cup. It is the ritual that surrounds it, the aroma that signals a moment, and the connections it creates between people.
Very early on, I became aware of something that often goes unnoticed. Even the finest coffees and the most capable hands can be undermined by what lies beneath the surface. Residue, oils and scale accumulate over time, subtly degrading the flavour, consistency and the integrity of the final cup.
It was this realisation that led me to establish Cafetto in 2003. My intention was to create solutions that support the craft of coffee at its foundation - protecting equipment, preserving flavour, and bringing a level of simplicity and reliability to cleaning that professionals can depend on.
Over the years, Cafetto has grown well beyond its origins. Today, our products are used in more than 85 countries, trusted by cafés, roasters and technicians who share a commitment to quality.
Our global presence has also given us the privilege - and responsibility - to support the industry at its highest level. Our involvement in coffee championships around the world is not incidental. It reflects a deep respect for the craft and the people who dedicate themselves to it. These stages represent the pursuit of excellence in its purest form, where every variable matters and every detail is scrutinised.
In those environments, there is no margin for compromise. Preparation, precision and consistency define the outcome - and it is here that the importance of a clean, well-maintained machine becomes unmistakably clear. Supporting these competitions is, for us, an extension of the same philosophy that founded Cafetto: that exceptional coffee begins with a sound base.
Yet, regardless of how far the brand has travelled, the principle remains unchanged. Coffee begins long before extraction, and excellence is often determined by the details that are not immediately visible.
In many ways, this is about returning to where it all began - ensuring that every cup is built on a clean, uncompromised foundation. Perhaps that is the constant that has stayed with me since the beginning. Not the breath of our customer base, but the simplicity of what we are ultimately here to support: better coffee, made properly, from the very start.