WOOD FIRE HERITAGE

"We imagine a world where the wood fired oven will be an intuitive device to offer to everybody. We'd like to bring people back to their roots and see one of our flame ovens in every home and restaurant."

A FAMILY OWNED BUSINESS

Alfa 1977 is a company specializing in wood and gas fired ovens, fireplaces and refractory bricks. In recent years we have concentrated on wood and gas fired ovens for domestic and professional use.

TWO families, FIVE brands, ONE PASSION

OVEN PIONEERING

A tale of two generations

In 1977, Rocco and Marcello, two cousins from the south of Italy decided to build a wood fired oven for their backyard parties. They wanted something that looked as good as it cooked. After many unsuccessful attempts the forno Tradizionale was born...

Flash forward to summer 2010, during a "pizzata" party they have, Rocco's son Andrea noticed that all the guests loved the pizza, but didn't like waiting 3 hours to get it. Their patented heat flow technology worked great in their stainless steel heaters. So Andrea said: "Why not use that in our ovens?" His father and uncle were very skeptical at first. The forno Tradizionale had been a favorite for years. Why change it?

In the end though, he got them to let him try if he didn't compromise the original idea in any way. It worked very well: the smallest oven reached its working temperature in just 10 minutes and baked pizzas for 50 people in only one hour!

For those of you who still like an old classic, don't worry. Alfa 1977 will go on innovating, but be true to our roots as Rocco and Marcello wanted.

STRATEGY

"Innovating wood fired pizza ovens."
"Pursuing new cooking combustion technologies involving traditional roots."
"Open up the world of direct cooking."

"Our goal is to offer not just an oven but a style of life." Silvia Ortuso, Head of domestic business

VALUES

Production - "This is the place where our ideas become reality." Rocco Lauro, CE

People - "I've been in Alfa since I was young boy. I work with marble, wood, refractory, stainless steel; I've also designed products. Alfa is my company too." Antonio since 1995 takes care of our new products technologies

Design - "We are innovators by passion since 1977" Andrea Lauro, Head of R&D

BRANDS

Alfa REF - Created to simplify the construction of brick ovens. Here we invented the preassembled ovens

Alfa PIZZA - It was born to give customers a new concept of wood fired ovens: they can be light, easy to move and intuitive

Toto - Born In November 2016. Grill and oven in one device, Toto was designed for all kinds of cooking: wok, grilling, baking, slow cooking

Alfa Living - Created to take the wood fired kitchen to another level. One that focuses on design, beauty and kitchens

Alfa PRO - Designed specifically for restaurants, bars and food truck, with the focus on making installation of the wood and gas fired ovens easier.

WOOD FIRE HERITAGE

"We imagine a world where the wood fired oven will be an intuitive device to offer to everybody. We'd like to bring people back to their roots and see one of our flame ovens in every home and restaurant."