Guglielmo Wurzburger: “Coffee Is an Essential Part of Italian Food Culture”
The head of Kenon, Food Sponsor of the Italian Cuisine Festival in Switzerland, discusses the value of supporting the event and a production philosophy built on quality, origin and supply chain control.
Italian food culture is shaped by products, rituals and identity. Within this heritage, coffee holds a special place as one of the most recognisable symbols of the Italian way of life. It is with this vision that Kenon, a historic Italian coffee roaster based in Arzano, near Naples, is taking part in the Italian Cuisine Festival in Switzerland as a Food Sponsor. Across the festival’s various stops, the company will showcase the excellence of its coffee, the result of carefully selected raw materials, separate roasting for each origin and a constant commitment to quality at every stage of production.
We spoke with Guglielmo Wurzburger, who leads the company alongside his brother Giovanni.
Guglielmo Wurzburger, why did you choose to support the Italian Cuisine Festival in Switzerland?
“We fully share the idea behind the Festival: taking not just products, but an entire culture beyond Italy’s borders. Italian cuisine is a system built on ingredients, expertise, local traditions and professional skills. Coffee is an important part of this heritage and, perhaps more than many other products, represents a distinctly Italian ritual recognised around the world. Taking part in the Festival therefore means contributing to this story through what we do best: offering coffee that expresses quality and identity.”
During the Festival, Kenon will supply coffee for various gastronomic events. How important is it for coffee to have a place in an initiative dedicated to Italian cuisine?
“It is essential. Coffee should not be regarded simply as the end of a meal. It is a gastronomic product in its own right, with a complexity that deserves to be understood and appreciated. We have always maintained that coffee is a dish in its own right, because behind every cup there is an origin, a harvest, a processing method and a recipe. When served after an outstanding gastronomic experience, it must live up to everything that has come before it.”
Your philosophy starts with the raw material. What does respecting and enhancing the origin mean to Kenon?
“It means understanding each origin and treating it according to its specific characteristics. We work with around 11 origins of green coffee, each with distinct characteristics influenced by factors such as altitude, climate and harvest year. That is why we handle each origin separately and roast it according to a dedicated roasting profile, carefully studying every coffee before developing the final blend. This process requires more time, expertise and technology, but it allows us to preserve the identity of each origin and achieve the final result as if it were a carefully crafted recipe, just as in cooking, where every ingredient plays its own role.”
Which values guide your work?
“Family tradition, innovation and sustainability. The Wurzburger family’s history in coffee dates back to 1892 and continues today through Kenon. This legacy of experience combines industrial technology with artisanal expertise, with direct control over every stage of production. Sustainability is an integral part of quality: when selecting producers, we also assess their farming practices and their respect for local environments and communities, building long-term relationships throughout the supply chain.”
The Festival serves as a form of gastronomic diplomacy and promotes Made in Italy. What role can a product such as coffee play in this strategy?
“A very significant one, because Italian coffee is a distinctive example of Made in Italy. The raw material is grown in other countries, but in Italy, and particularly in Naples, we have developed a culture of selection, roasting and blending that has made our way of preparing and drinking coffee recognisable around the world. It demonstrates that Made in Italy does not necessarily mean producing the raw material within our own borders, but rather knowing how to transform, interpret and enhance a product through expertise and culture.”
Is Switzerland a market of interest for a company like Kenon?
“Yes, Switzerland is a market that values quality and the restaurant industry, making it an ideal setting in which to showcase our approach to coffee. The Festival gives us the opportunity to meet both industry professionals and consumers. Our goal is to promote a coffee culture that deserves the same level of attention as wine and Italy’s finest gastronomic products.”
