THE ITALIAN COFFEE GUY, HORSHAM

Massimo Mazzeo established The Italian Coffee Guy in June 2022. He is a familiar face to many in Horsham, serving fresh brews from the back of an adapted van in North Parade. But, as Massimo explains, the business is about much more than coffee…

Coffee in the Blood

At university, I was known as Maz the coffee guy! Most students just drank instant coffee, but I took an Italian moka pot and patiently brewed my own. After my housemates tried it once with dire results, I had to make the coffee every time!

Proud Italian Heritage

After the Second World War, many families from southern Italy emigrated to other European countries or further afield, to Australia or South America. My parents followed relatives in coming to England in the 1960s, falling in love with Horsham. Many of my family later returned back to Campania and I visit them several times a year to relax and enjoy the serenity. The food is superb and the coffee is out of this world! I’m proud of my Italian heritage, but Horsham has always been home.

Time for Reflection

After graduating with a French, Italian and Marketing degree, I worked in marketing for major telecom companies, including BT and Openreach. I later gained qualifications in project management and could have continued to climb the corporate ladder, but everything changed during Covid. My dad had fallen ill before the pandemic and died from Covid during the first lockdown. It was devastating, as social distancing meant we were not allowed to visit him at East Surrey Hospital. After losing dad, I reflected deeply on what I wanted from life and didn’t want to return to the corporate world. I needed a change and coffee was the answer.

Colour of Azzure

I was just going to simply call my business Massimo’s Coffee. It was my partner who said, “What about the Italian Coffee Guy?” It resonated immediately! I bought the web domain and signed up to Instagram (@iamtheitaliancoffeeguy). I bought a Piaggio Ape, an Italian three-wheeler often used as a light-weight commercial van, and had it custom designed in blue and cream. However, I had to install a coffee machine, refrigeration units and a water tank, adding more weight. Even after reinforcing the suspension, I often ended up towing the van to a venue!

Roasting at Roosthole

My first contract was with Forestry England, serving coffee from the Piaggio at Roosthole in St Leonard’s Forest. It was a scenic spot, but as there was no phone signal, I couldn’t take card payments. Also, footfall was limited as it’s mostly a dog walking destination, without passing trade. With limited spaces in the car park, I needed most visitors to buy a coffee. It was an important learning curve, but I needed to move elsewhere if the business was going to thrive.

Thanks to great support from local councillors and Horsham District Council, I secured a spot in the car park at North Parade, next to Horsham Park. I’ve now been serving there for three years from a converted Fiat Doblo van. The Piaggio van – now my second van – is located at Parkside on weekdays, where my colleague Lorraine serves staff from West Sussex County Council, as well as other businesses and organisations. I love having two vans and hope to grow the business even more soon. I’m also grateful for the support of Courtney Green, who advertise on our coffee cups, while I sponsor training tops for Horsham Sparrows Under 14s.

Community Ethos 

It’s not just about serving coffee; my ethos is focused on the community. I’m here to create a space where people can connect, unwind and everyone can feel part of something. The park is a meeting place for mother and toddler groups, walking groups, dog walkers, Horsham Parkrun in the summer, and is also used by several football clubs for training and matches. For many, coffee has become part of their daily or weekly routine. I’ve come to know some of them very well, and followed their journey as they’ve got married, had children, changed jobs or moved house. I don’t just serve a l latte and say, “Have a good day!” I really try to make sure that every cup comes with a bit of care and conversation. You get to know some people well by seeing them week in, week out. When I heard that a local regular Hugh Pryor (left) had passed away, it really hit me, as he would often pop over for a coffee and a chat. I’ve come to realise such interactions are so important. 

Perfect Blend

I’ve explored and experimented with different roasteries and tasted a wide range of blends to discover something that really fits – coffee I’m proud to serve and confident my customers will love. I strive for consistency and listen to what the customers say. The feedback we receive is very good, as is evident from our Google reviews. A lot of people love our coffee and after having many asking to buy it, I now sell our house blend, a dark roast espresso blend and our decaffeinated blend, so they can replicate it at home.

Keep it Clean!

One reason for our success is cleanliness. Great coffee starts with a clean set-up. That means paying close attention to the details – flushing and purging the machine, keeping everything clean and avoiding any build-up or impurities that could affect the flavour. After making a coffee, you need to ensure everything is clean before starting the process again. It’s also important to calibrate and dial in the coffee machine, as changes in temperature can cause inconsistencies in flavour. Finally, don’t forget to stir. Coffee isn’t a layered cake! 

Changing Tastes

It’s remarkable how British attitudes to coffee have changed. When I was young, everyone drank instant. Now, there’s been a big rise in home espresso machines, with people investing in proper grinders. I’m often asked about various coffee blends or calibrations, as people love coffee and want to get it right. Customers are more informed and more appreciative of a well-made cup. The deeper you dive, the more you realise that there’s a real science behind it.  

First published on 2 August 2026. Photos: Alan Wright Photography/Words: Ben Morris