About

 

The World of Italian Coffee
The Ultimate In Espresso Machines
Complete Sales, Service, & Support

Faema

 

Ridha-headshotFor nearly three decades, Espresso Primo has been offering sales, repair, and customer support to restaurants, coffeehouses, cafes, and gourmet retailers throughout Southern California. Owner, Ridha Benabid is the exclusive Southern California Sales Representative for FAEMA.

Ridha’s taste for coffee started from a very young age back home in Morocco. Coffee was served throughout the day. He would sit among the adults and his mom would dip a sugar cube in her coffee and hand it to him. In 1989, during graduate school, he found himself in search of a part time job here in Los Angeles. Ridha’s brother, already in the coffee business, represented an espresso machine manufacturer from Italy and was responsible for nationwide distribution.

His search for the perfect cup led Ridha, through his brother, to a California coffee roaster needing a Southern California rep. In 1989, he started apprenticing from his one bedroom apartment in Santa Monica. Slow at first – just ten pounds at a time. And through the years, sales grew as did his knowledge of maintaining espresso equipment. After many years, Ridha and his world-class team of technicians, coffee experts, partners, and support partners have been providing reliable solutions.