Lavazza is an Italian company headquartered in Piedmont. It was founded by Luigi Lavazza in 1895. It all started with a grocery store in Turin. Interestingly, coffee was not yet a popular drink in this area and made up a very small part of grocers' earnings. Lavazza, on the other hand, believed in the future of the coffee business and continued to personally engage in roasting coffee beans, paying particular attention to the procurement of quality raw materials.
In 1900, the family-owned company is actively developing, carrying out wholesale deliveries abroad. At this time, the ambitious Italian Luigi Lavazza decides that his company does not have much turnover in the sale of roasted coffee, he wants to stand out in the coffee market. What did Luigi do for this? He began mixing coffee varieties brought from different places. Prior to that, it was customary to trade exclusively in certain types of coffee.
In 1910, Lavazza was able to surprise his customers by offering them a particularly well-blended coffee. The first blend had a well-recognized balanced taste. This invention was the beginning of the path to the success of the now famous coffee brand all over the world.
Over the next ten years, Lavazza coffee was in steady demand. But Luigi makes a far-sighted decision - he acquires a roaster, an expensive and unique device for high-quality coffee roasting at that time. The people of Turin were the first to try this innovation. People quickly liked coffee with a rich aroma. But here's the problem: when delivering coffee beans to remote areas, it was lost, preserving the aroma for a long time seemed an impossible task. And here resourcefulness again played a role. They began to pack the coffee in parchment, which made it possible to preserve the taste and aroma for several days. Thus, sales agents could surprise future customers in the farthest corners of Piedmont by offering them a bag of coffee beans.
The Italian has always been interested in new inventions. After all, it was they and the belief in the future of the company that moved the business to success. In 1923, the invention of the electric coffee grinder and the new Lavazza packaging made it possible to enter the world market with a new product and increase the company's turnover. In November 1927, the Luigi Lavazza Joint Stock Company was registered with a capital of 1,500,000 lire. In 1931, the company purchases a freight van and operates on a new strategy. Salespeople now deliver and sell coffee immediately.
After experiencing military difficulties and the time of Mussolini's ban on the export of coffee, in 1955 Lavazza acquires a coffee roasting plant in Turin. Of course, innovative equipment is installed at the plant: a vertical container, descending through which coffee goes through all stages of roasting.
Lavazza's style is to be one step ahead. The next innovation that the company has proposed to the world is the sale of ground coffee. At first, people were reluctant to buy such a product that is familiar to us today. However, over time, the convenience and time savings were appreciated.
In the future, the company continued to experiment with coffee blends. In 1958, Lavazza introduced the Miscela Lavazza premium coffee blend. In those days, this coffee was sold in a can. Today it can be purchased under the name Lavazza Qualita Oro. This is a special blend in the collection, as it includes the best varieties of Arabica from Brazil, Honduras, Panama, Mexico, Colombia and Peru.
Continuing to make proactive decisions, in 1962 Lavazza launches dekaf - "Lavazza Gold Blend" without caffeine. In 1968, two more hoods appeared - Lavazza Qualita Blue and Lavazza Qualita Rossa. The latter is often called the favorite coffee blend of Italians. Later, in 1985, the famous Crema e Gusto, a blend with hints of spice and a balanced creamy taste, will also enter the market.
To keep the aroma of the coffee even more complete, in 1969 the can was replaced by a new, vacuum package. The production of coffee machines is also becoming a separate extensive line of business.
More than eighty-five tons of coffee are produced in Lavazza's Italian factories every year. In Italy, and Italians are well-known coffee connoisseurs, 45% of the retail coffee market belongs to this company. A quarter of all Lavazza coffee is exported. In particular, the company supplies chains such as Starbucks and Caribou Coffee.
Lavazza stores offer both whole grains and ground coffee for home brewing. Capsules for coffee machines are also popular as they are very easy to use and take seconds to brew. For example, special coffee blends have been developed to prepare espresso:
- Oro Espresso - medium roast, intense aroma and thick foam.
- Espresso Crema e Gusto is a select blend of deep roast with spicy notes and balanced taste.
- Espresso Famiglia is a blend of 70% Arabica and 30% Robusta with a slight bitterness and hazelnut aroma.
- Espresso Crema & Gusto Forte is a strong, aromatic and strong blend that leaves a bright aftertaste.
- XLong is a blend of Arabica beans for an electric coffee maker. Has a mild delicate taste.