Our origins

Dario Valle started the roasting business of La Genovese in a warehouse in Albenga, in Via Mazzini, which will remain the company headquarters for 30 years. The name comes from the strong connection with the territory.

After the war his son-in-law Giuseppe Borea will resume the activity and from the small shop the first deliveries begin... by bicycle!

The first logo of La Genovese was designed by Giuseppe Borea.

His creativity also gave rise to the designs of the first coffee packages and the subsequent changes to the logo.
At the time the roaster was a 30 kg F.I.M.T from Bava e Gamba of Turin and the coffee was packaged in aluminised paper bags and tinplate milk.

In 1961 a new 60 kg roaster arrived and four years later, Dario and Piero, sons of Giuseppe, they start working in the company.

The shop in via Mazzini is no longer sufficient and in 1968 Genovese moves to the warehouses via Vittorio Veneto, where he will remain until 2003.