World Barista Champion Jack Simpson is bringing his competition-honed edge to one of espresso’s most established names.
Since winning the World Barista Championship (WBC) back in October 2025, Jack Simpson has become one of the hottest commodities in the world of coffee.
Since that dazzling night in Milan, he has been travelling and bringing his renowned expertise to all corners of the globe.
Now, he collaborates with Faema, part of Cimbali Group, to enhance its heritage and project it toward the new generation of baristas, contributing to product development and strengthening connections with coffee communities.
A key part of his role as Global Brand Ambassador for the Italian machine manufacturer has been connecting it with the already world-class – yet rapidly developing – coffee cultures of the Asia-Pacific region.
Fresh off a leg of a global tour that has taken him all over Asia, Jack sat down with BeanScene to discuss how this collaboration came to life, what defines great equipment, and why empowering baristas remains the most important part of coffee.
Q: What initially drew you to work with Faema and the wider Cimbali Group?
At first, it was the name. Faema is a brand with a real legacy, one that’s been shaping the coffee industry for decades.
But it wasn’t until I visited their headquarters after the 2025 World Barista Championship that it truly clicked.
Seeing firsthand the role they’ve played in the evolution of modern espresso, their commitment to innovation, and the fact they’re still family-operated gave me a deep appreciation for the culture of the brand and the craftsmanship behind the machines.
Q: How did the partnership come about?
The team saw my presentation at Host Milano during the WBC, and they told me they really connected with the message I shared on stage.
A few days later, they reached out while I was still in Milan with an invitation to visit their production facility.
That really solidified things. It was clear our values aligned, and from there the idea of representing Faema naturally took shape.
Q: What responsibilities come with being an ambassador for a brand like Faema?
It’s a very multifaceted role. I’m involved in everything from attending international expos to contributing to R&D and consulting on the current machine range.
I also work closely with distributors around the world.
Beyond that, there’s an unspoken responsibility to represent the brand authentically and uphold its reputation within the industry, giving it the spotlight it deserves.
Q: How hands-on are you in shaping how the brand connects with baristas and cafés?
Very hands-on. A big part of my role is working directly with distributors and visiting cafés all over the world. I was recently in Asia connecting with baristas using Faema machines.
Initiatives like the ‘I Am a Barista’ campaign are also key to this, as it symbolises and reinforces the importance of the barista, ensuring they’re supported by equipment that enables them to perform at their best.
Q: You mentioned the ‘I’m a Barista’ campaign. What is the most powerful aspect of it?
At its core, it celebrates the identity of the barista. It recognises the craft, the skill, and the individuality behind every cup.
That’s something that the industry connects with deeply. Rather than just focusing on the machine, it’s about empowering the person using it.
Q: What are your favourite features of Faema machines, and what do you love about working with the brand?
Faema has a broad range, so it depends on the model, but temperature stability is a standout across the board. It’s critical to great espresso, and Faema’s thermal systems are incredibly refined.
Personally, I love the President and the E71 models, as they offer everything a barista needs, with aesthetics to match.
What I enjoy most, though, is the relationship I have with the brand. There’s a strong alignment to where we want to take things, not to mention it has opened up a lot of opportunities to connect with baristas from all over the world.
It’s an exciting time to be involved.
Q: Faema is clearly looking to connect with a new generation of baristas. Where do you fit within that strategy?
For me, that was a major part of the appeal of working with Faema. Innovation is one of Faema’s core pillars, and the brand’s refreshed vision really reflects that.
It’s not just about keeping up, it’s all about moving forward. I’m honoured to be part of those conversations and contribute ideas as we explore new projects.
Q: What are Faema’s plans for the Australian market, and what influence do you have?
Australia is such an important and mature coffee market, and it is also a real trendsetter globally.
What happens in Australia often influences the direction of specialty coffee around the world, and because of that there is a strong focus on deepening engagement with cafés and baristas across the country.
My role is to support that engagement by building relationships, sharing knowledge, and helping communicate what makes the equipment stand out in a competitive landscape.
Q: How has the global brand tour with Faema been so far?
It’s been an incredible experience. In many regions, Faema already has a strong presence, so it’s been less about introduction and more about going deeper, exploring the technology, the history, and how baristas can get the most out of the machines.
The response to what we have brought to the table has been really positive.
Q: How excited are you to watch some of Australia’s best baristas compete on Faema machines? Will it feel strange to not be competing yourself?
I’m really looking forward to it. If anything, I’m a bit jealous of the judges getting to taste all those amazing coffees. I’ve spent a lot of time working with the Faemina, so it’ll be great to see what the competitors can do with it.
Of course, it will feel a little strange to not be competing, but I’ve had my time on that stage. Now it’s exciting to watch the next wave of baristas step up and push things forward.
For more information, visit faema.com
This article appears in the June 2026 edition of BeanScene. Subscribe HERE.
