Olympic surfing champion and current World Tour leader, Italo Ferreira, has just achieved another dream: the opening of the first Stoke-Ed Coffee shop, bringing the essence of his coffee brand launched in 2024 into a physical space in São Paulo, opening to the public on May 29. This unit marks a new chapter in the athlete’s entrepreneurial journey, blending an active, sporty lifestyle with a healthy and flavorful gastronomic concept, located on one of the main streets of the city.
"The coffee shop came at a very timely moment in my life. Stoke-Ed Coffee was a dream come true last year and received great feedback. My second dream was to have a physical café, and this Coffee Shop format really matches my lifestyle – it's a business that’s motivating me beyond sports,” says Italo.
The café project was born out of a partnership between Italo and entrepreneur Ricardo Meinberg, who has strong experience in hospitality and gastronomy, leading restaurants like La Fortuna.
“I met Italo at the reopening of one of my restaurants in São Paulo, The View Bar. We chatted, I told him about my background and plans to open a café, and he shared his dream of owning one. He invited me to join him, and I accepted immediately,” recalls Ricardo.
Stoke-Ed Coffee was designed for an urban audience seeking quality of life and leading an active routine. The concept goes beyond a traditional breakfast spot, offering a complete gastronomic experience throughout the day.
“Our idea is to offer people an experience in a cozy space, with healthy food options and high-quality products. The Coffee Shop is meant to be a place to meet friends, spend time with family, work, or simply relax,” explains Italo.
The menu, curated by Chef Miguel Meinberg, a graduate of Le Cordon Bleu Brazil, reflects the balance between taste, premium coffee, and wellness. With direct input from Italo, the menu features various coffee options made from his own brand's beans, along with creative coffee-based drinks.
“When I envisioned the café, I wanted to bring in some different ideas that fit my routine, so others could enjoy them too. I contributed to the menu – we’ll offer a variety of coffees based on my brand but also some unique options. My girlfriend, Sofia (Larocca), and chef Miguel created the food menu to include healthy and flavorful dishes,” says Italo.
Another key contributor to the menu was Latitude 13 Specialty Coffee, the company behind the production and roasting of Stoke-Ed Coffee.
“We grow, roast, and carefully select the beans for Stoke-Ed Coffee and provided training and consulting for the coffee-based drink menu. We created a classic coffee menu that expresses the best of the Chapada Diamantina terroir and Italo’s coffee, along with trend-forward drinks like cappuccinos with plant-based milk and iced coffee drinks,” says Juli Allegro, co-founder of Latitude 13.
Highlighted coffee drinks on the menu include:
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Coffee Milkshake (gluten-free) – R$25
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Caramel Mocha – Espresso with caramel and steamed milk – R$22
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Affogato – Two scoops of ice cream, chocolate syrup, and a shot of espresso – R$20
Beyond drinks, the menu includes light, natural options for lunch and dinner, focusing on ingredient quality. The space is designed to be a hub for meetings, work, or a break during the day, maintaining a welcoming and active atmosphere.
With expansion plans already in sight, Italo and Ricardo believe in the potential of Stoke-Ed Coffee to become a national chain—but with patience and planning.
“The project has everything to grow, but we’re taking it slow. Creating a franchise takes time and experience, but it's part of our vision. We want to open more shops across Brazil and build something meaningful for those who want to be part of the Stoke-Ed journey,” concludes Italo.
