Funky and fresh - he connects with coffee

2017-11-30 06:00
His slogan says what Amedeo Bisogno is all about: As oceans connect continents coffee connects cultures.                                           Photo:MARINDA HOUGH

His slogan says what Amedeo Bisogno is all about: As oceans connect continents coffee connects cultures. Photo:MARINDA HOUGH

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HE is young, multi-talented and brews the best cuppa ever . . .

An only child, with a briefly present father, a devoted mother and a heap of chutzpah, Amedeo Bisogno started off as a conflicted youngster, steeped in chaos. He took to the streets learning too much too soon.

Amo (as he is affectionately known) dabbled in this and that, got a bit lost, righted himself, shed the shackles and straightened his course.

He got into the graffiti hip-hop underground urban culture, moving around in South Africa like a gypsy.

Jeffreys Bay is place number 39. And he seems set to stay.

Young Amo left Johannesburg, financing himself by selling all his possessions, and ended up in Cape Town.

He started out by cleaning kitchen floors at 19. Then he became a waiter - an attentive and caring one.

Developing a deep love for the fragrant brew, Amo learnt to appreciate the depth, aroma, taste and flavour of excellent coffee.

After Cape Town, Amo lived on a self-sustainable farm, learning to roast coffee beans for a year.

Then the young man landed up on his gran’s couch, working as waiter and coffee consultant at a couple of local spots.

Middle of last year, he took his ‘food money’ to create his first T-shirts as part of his visionary line to encapsulate the heterogeneous JBay culture.

Amo also started making aprons of “thrown together” denim and leather - a social commentary contradicting rigid gender-based skills.

He says: To grow and gain means to put pride aside - to let go of the ego.

On March 5, this year, Amo took a leap of faith and opened Fifth Wave Coffee below Ubuntu in a garage.

Abundant love and creativity encapsulated in a cup have “enslaved” those who discovered the coffee gem.

This is how the young entrepreneur got the notoriously non-committal, entitled millennials to band together and paint, drill, build and saw wood late into the nights towards the opening of Fifth Wave Coffee on November 5.

Amo explains the concept of ‘Fifth Wave’.

The meaning is based on the three waves of coffee:

FIRST: the discovery of coffee in Yemen and Ethiopia with Muslim sufis as a ritualistic brew.

SECOND: the adaptation of coffee spreads around the world with coffee shops gaining popularity.

THIRD: the specialisation of coffee. It is more than a common substance, but has an origin, process, extraction methods and flavour notes.

FOURTH: this phase is still speculation, but points to cold extracted coffee.

FIFTH: the human connection. In a coffee shop different cultures converge, guards are dropped and REAL, personal interaction occurs. This is Amo’s heart.

Amo says that coffee is the connector that breaks walls, that lets people from all over the globe interact and share – a characteristic of Jeffreys Bay as a hub for surfers and tourists.

“In a time of information and a virtual world people miss the intimacy of interaction. They are disconnected from reality, but a safe space like this allows them to connect, share, laugh, learn, tell stories and just “be”on ground level.

“Fifth Wave is not mine – it is ours. And here we can cherish our togetherness, make new memories and build ourselves.”

Amedeo is 25 years old - an inspiration in a generation where a lot of youth seem to drift aimlessly looking for the next quick fix.

He is tenacious, personable, dynamic with a servant-heart for God - that is his secret.

His slogan says what Amedeo is all about: As oceans connect continents coffee connects cultures.


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