In Memoriam: Carlo Di Ruocco, 1934-2025

Carlo Di Ruocco, founder of Oakland-based Mr. Espresso, passed away peacefully in his sleep at home on the morning of January 17, 2025. He is survived by his wife, Marie Francoise; his children, Laurence, John, and Luigi; and his six cherished grandchildren.

Born in Salerno, Italy, Carlo discovered his passion for coffee as a teenager while apprenticing for a local coffee roaster. There, he mastered the art of selecting beans, wood-roasting them, and blending them to achieve the perfect flavor. Later, he began a career as an electrical trainee with the Italian Electric Company.

In the summer of 1958, Carlo met the love of his life, Marie Francoise, while she was vacationing in Nice, France, with her family who were boulangers from Normandy. Smitten, Carlo returned to Italy determined to win her heart. The couple married in April 1962 and moved to Paris, which is where they welcomed their first two children, Laurence ("Laura") and John. In 1967, Carlo immigrated to the United States, inspired by his brother Franco’s example and driven by the desire to create new opportunities for his growing family. After returning briefly to Salerno, they made the decision to relocate to America. They settled in the Bay Area, where Carlo continued his career as an electrical engineer while raising his family in Alameda, California.

In 1978, Carlo founded Mr. Espresso from the family garage in Bay Farm Island. At a time when espresso was virtually unknown in the United States, Carlo began distributing Italian-made espresso machines, including Elektra, Rancilio, and Faema, to restaurateurs across the West Coast. When the business outgrew the garage, Carlo moved operations to a warehouse in Oakland and began roasting coffee commercially, employing the traditional oak wood-roasting methods he had mastered as a teen. His “Neapolitan Espresso” became his hallmark, earning acclaim across America.


Carlo’s passion for coffee also extended to wine. In 1992, Carlo purchased a house on Atlas Peak in Napa as a vacation home. He was very excited about making his own wine on the property's existing vineyard, and he learned the craft from nothing. He hadn't planned on making wine commercially, but he did turn it into a secondary business that he called Ardente Espressione. For 24 years he enjoyed weekends in Napa and winemaking.

Carlo’s tireless work ethic, integrity, and dedication to quality inspired employees, many of whom worked alongside him for decades, as well as his three children, each of whom entered the family business in their own time. Beyond his professional accomplishments, Carlo was a devoted family man. Married to Marie Françoise for 62 years, the couple traveled regularly to reconnect with family in Italy and France.

Carlo’s warmth and humility left an indelible mark on all who knew him. Though he often referred to himself as a “simple man,” those who knew him recognized the depth of his character and the profound impact of his life. His legacy lives on in his family, his enduring contributions to the coffee industry, and the countless lives he touched along the way. Carlo's wife and children will continue to build upon Mr. Espresso's legacy, guided by Carlo's singular vision.

 

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