To all third-wave coffee fans, I strongest suggest you stop by Caroma Coffee in Völs am Schlern, which is not far from Val Gardena. They offer private guided tours of their roastery (including a cupping experience) for a reasonable price. I paid 50 Euros for two persons. Considering the amount of coffee samples I got, this was a great price. Just email them in advance to arrange a time. Well worth the extra driving time and cost. They sell a lot of coffee beans, chocolates, and coffee gear at their shops. Perfect for souvenirs.
Note: this cafe does not offer seating. The coffee is to be enjoyed Italian style--at the counter.