Advertising poster for the "Mokarex" coffee by the the coffee roasting and trading Italian company Torrefazione Milanese SA based in Milan. The... Show moreAdvertising poster for the "Mokarex" coffee by the the coffee roasting and trading Italian company Torrefazione Milanese SA based in Milan. The Torrefazione Milanese SA was founded in 1932 by the Swiss entrepreneur Ido Guidottia, for the import and roasting of coffee. The company had 3 brands, "Mokarex", "Mokayemen" and "Mokador" which was added, in the period preceding the outbreak of the Second World War. During the war, the company was transferred to a different location, as the original headquarters of Viale Elvezia was located near an anti-aircraft post. Once the hostilities were over, the company headquarters were brought back to Viale Elvezia and Ido Guidotti was replaced by his brother Augusto, who would have held the position of sole director until 1957, when his place was taken by his son-in-law Paolo Robotti. The company is still operating at it is run by Ermanno Cerati. Title and date from item. Tagged "Prodotto della S.A. TORREFAZIONE MILANESE Viale Elvezia 4 - MILANO - Telefono 92368. Affissione Autorizzata per tutto il Regno dalla R. Questura di Milano in data 26-6-1933". (Product of the Public Limited Coffee-Roasting Milan Company Viale Elvezia 4 - MILAN - Telephone 92368. Poster Authorized in the whole Kingdom by the Royal Police Headquarters of Milan on 26-6-1933). Main Heritage Compact General HC.GM.P.2019.0018 2-D Graphic Item-ID: i25946675 BIB-ID: 2758708 Show less