The Italian company offers only the highest quality coffee with the true power of Italian espresso. Its story began in a small resort town in the famous Tuscany, northern Italy. In 1930, Ugo Incerpi, the owner of a New York café, bought a roasting machine so that he could offer a special product to selective customers. His coffee was so good that in a short time, as word spread, people even came from Florence to enjoy the excellent SOR Ugos coffee.