A family owned business since 1977

Alfa is a company specialized 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. Alfa headquarters is based in Anagni, between Roma and Napoli, in the birthplace of pizza.

Oven pioneering - About us | Alfa Forni

TWO families, ONE passion

Sara LauroExecutive Committee & Partner
Andrea LauroExecutive Committee & Partner
Silvia OrtusoExecutive Committee & Partner
Fabrizio Ortuso
Fabrizio OrtusoPurchasing and Maintenance Manager & Partner
Giulia LauroHead of R&D & Partner

Oven Pioneering

“We imagine a world where the wood fired oven becomes an intuitive device for everybody. We’d like to bring people back to their roots and see one of our flame ovens in every home.”

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 will go on innovating, but be true to our roots as Rocco and Marcello wanted.

Our Team

Meet the people behind our successful products and accomplishments

Artisans with fire inside

The word artisan derives from art and being artisan today means more than ever combining creativity and skills, energy and passion to generate something unique.

Alfa manufactures all its products out of Italian skilful hands: firebricks, ovens, barbecues, fireplaces and stoves have been recognized worldwide for their quality since the 80’s when the first best-seller of the company was a refractory stove named “Fornacella”. We are proud to be Italians and to work with the best craftsmen; without them we wouldn’t be here celebrating 40 years of business activity. But to steer a team like this, it takes leaders who give direction and motivation, visionary and anchored in traditions at the same time.

Ours are Rocco Lauro and Marcello Ortuso, the company founders and unremitting role models.

Oven pioneering - About us | Alfa Forni

We believe in what we do, genuine and unique ovens, but we also believe that these appliances will encourage your ability to make that thing that Italians are masters at….pizza!

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