The Genesis of Excellence

In 1977, two cousins from Southern Italy, Rocco and Marcello, initiated a culinary revolution by designing the incomparable wood-fired oven, the "Forno Tradizionale," for their backyard gatherings. Their blend of aesthetic beauty and unmatched functionality led to the creation of a timeless classic that has endured for decades.

Transforming Tradition

Leap to the summer of 2010, and a pivotal innovation redefined wood-fired cooking. At a vibrant "pizzata" party, Rocco's son, Andrea, envisioned a way to increase efficiency without sacrificing quality. Introducing their revolutionary patented heat flow technology, Alfa ovens transformed the experience—reducing preheating times to just 10 minutes and enabling the creation of mouthwatering pizzas in record time.

Masters of Craftsmanship

At Alfa, being an artisan signifies more than craftsmanship—it represents a blend of creativity, skill, and relentless passion. Each product, from firebricks to barbecues, reflects Italian expertise refined over decades. The legacy of their first bestseller, the refractory stove "Fornacella," permeates every creation, showcasing the dedication of skilled artisans and the visionary guidance of founders Rocco Lauro and Marcello Ortuso.

Culinary Excellence Unleashed

Alfa epitomizes authenticity and innovation, excelling in traditional wood-fired cooking while leading modern advancements. Driven by a deep-seated belief in the power of genuine and exceptional ovens, Alfa empowers enthusiasts to embrace their inner pizzaiolo, mastering the craft of creating authentic, delectable pizzas cherished around the globe.

Creating Cherished Memories

Envision the joy of crafting unforgettable moments under the stars, surrounded by friends and family in your garden or patio, enticed by the aroma of freshly baked pizzas. With an Alfa wood-fired oven as the heart of your outdoor entertaining, your space becomes a cozy and delightful gathering spot. Experience the joy of making authentic pizzas, savoring every bite, and treasuring the shared moments with loved ones. Alfa helps you create memories that linger long after the last slice is savored.

Step into the world of Alfa, where tradition converges with innovation, and the passion for creating unparalleled culinary experiences fuels every flame. Celebrate over 40 years of devotion to craftsmanship, authenticity, and the art of perfecting the quintessential Italian dish: pizza.