The name was easy, said Bonaiuto, who now goes by Joseph. But the name also means good, as in bon, and joe, as in coffee. After years of importing beans from Italy, Bonaiuto got the idea to duplicate the perfect Italian espresso coffee here. “I really decided to start roasting coffee because people were telling me that there will never be anyone that will be able reproduce an Italian espresso in the United States, so that was a challenge to me,” he said.